question 2 what are the keys to effective internal marketing? (chapter 21) (anurag kar)
TRANSCRIPT
![Page 1: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/1.jpg)
What are the keys to
effective internal
marketing?
![Page 2: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/2.jpg)
By,Anurag KarB.Tech. StudentDepartment of E and ECEIIT Kharagpur
Based on Chapter 21: Managing a Holistic Marketing Organisation for the Long Run
OfMarketing Management: A South Asian
PerspectiveBy Kotler, Keller, Koshy and Jha
![Page 3: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/3.jpg)
INTERNAL MARKETING
Requires everyone in the organization to accept the
concepts and goals of marketing….
![Page 4: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/4.jpg)
And engage in choosing, providing and
communicating customer value.
![Page 5: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/5.jpg)
There are
3Major Steps to effectiveInternal Marketing
![Page 6: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/6.jpg)
1.Organising the
Marketing
Department
![Page 7: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/7.jpg)
Modern marketing departments can be
organized in a number of ways…
![Page 8: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/8.jpg)
Modern marketing departments can be
organized in a number of ways…
Functional Organization
GeographicOrganization
Product or Brand
Management Organization
Market-Management Organization
Matrix-Management Organisation
![Page 9: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/9.jpg)
Functional
Organization
1.
![Page 10: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/10.jpg)
Most common form of marketing organization.
Functional specialists report to a marketing vice-
president who coordinates their activities.
![Page 11: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/11.jpg)
Marketing Vice President
Marketing Administration
manager
Advertising and sales promotion manager
Sales Manager
Marketing Research Manager
New ProductsManager
Functional Organization
![Page 12: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/12.jpg)
Geographic
Organization
2.
![Page 13: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/13.jpg)
A company selling in a national market
Often organize their sales force along geographic lines.
![Page 14: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/14.jpg)
Some companies are adding area market specialists to
support sales efforts in high volume markets.
![Page 15: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/15.jpg)
Product or Brand
Management Organization
3.
![Page 16: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/16.jpg)
Companies producing a variety of products and brands…
often establish a product management organization.This serves as another layer
of management.
![Page 17: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/17.jpg)
A product management organization makes sense only if the company’s products are very different.
![Page 18: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/18.jpg)
Brand/ProductManager
AdvertisingAgency Media
PromotionServices
Packaging
Purchasing
PublicitySales Force
MarketResearch
Fiscal
Legal
R&D
ManufacturingAnd
Distribution
![Page 19: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/19.jpg)
This form of the product management organization is called “hub and spoke”system.
![Page 20: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/20.jpg)
Market Management
Organization
4.
![Page 21: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/21.jpg)
When customers fall into different user groups with distinct buying preferences…
a Marketing Management organization is desirable.
![Page 22: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/22.jpg)
These companies have adopted a market
management organization.
![Page 23: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/23.jpg)
Marketing managers supervise several market development managers, market specialists, or industry specialists and on functional services as needed.
![Page 24: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/24.jpg)
Matrix Management
Organization
5.
![Page 25: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/25.jpg)
Companies that produce many products for many markets
May adopt a matrix organization.
![Page 26: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/26.jpg)
![Page 27: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/27.jpg)
Not this MATRIX.
![Page 28: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/28.jpg)
A matrix organization employs both product and marketing managers.
![Page 29: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/29.jpg)
The only problem being…
![Page 30: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/30.jpg)
The only problem being…
It’s costly.
![Page 31: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/31.jpg)
The only problem being…
It’s costly.
and often creates conflict.
![Page 32: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/32.jpg)
2.Relationships
with Other
Departments
![Page 33: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/33.jpg)
Under the marketing concept, all departments need to…
“THINKCUSTOMER”
![Page 34: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/34.jpg)
The marketing vice president must work through…
![Page 35: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/35.jpg)
The marketing vice president must work through…
Persuasion
![Page 36: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/36.jpg)
The marketing vice president must work through…
Persuasion
rather than
Authority
![Page 37: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/37.jpg)
The marketing vice president must work through…
Persuasion
rather than
Authority
![Page 38: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/38.jpg)
To coordinate the company’s internal marketing activities.
![Page 39: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/39.jpg)
And to coordinate marketing with finance, operations and other company functions to serve the customer.
![Page 40: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/40.jpg)
Many companies now focus on key processes rather than departments…
Because departmental organization can be a
barrier to smooth performance.
![Page 41: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/41.jpg)
3.Building a
Creative Marketing
Organization
![Page 42: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/42.jpg)
Transforming into a true market-driven company
requires…
![Page 43: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/43.jpg)
1. Developing a company wide passion for customers.
![Page 44: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/44.jpg)
2. Organizing around customer
segments instead of products.
![Page 45: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/45.jpg)
2. Organizing around customer
segments instead of products.
![Page 46: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/46.jpg)
2. Organizing around customer
segments instead of products.
![Page 47: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/47.jpg)
3. Understanding customers through qualitative and quantitative research.
![Page 48: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/48.jpg)
![Page 49: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/49.jpg)
![Page 50: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/50.jpg)
![Page 51: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/51.jpg)
Thank You!
![Page 52: Question 2 What are the keys to effective internal marketing? (Chapter 21) (Anurag Kar)](https://reader030.vdocuments.site/reader030/viewer/2022032620/55cadfb0bb61eb7a148b46de/html5/thumbnails/52.jpg)
CreditsPictures Sourced from:
www.flickr.comwww.pinterest.com
http://commons.wikimedia.orgwww.theguardian.com
www.imgur.com
Fonts Sourced from:www.fontsquirrel.com
Based on “Marketing Management: A South Asian Perspective”By Kohler, Kelter, Koshy and Jha