10 Important Concepts of Marketing Management by Kotler (Chapter 22)

1. 10 Important Concepts: Managing A Holistic Marketing Organization for the Long Run Conrad Josef Q. Villafuerte

2. Outline 1. Internal Marketing 2.Functional Organization 3. Geographic Organization 4. Product / Brand Management Organization 5. Creative Marketing Organization 6. Firms of Endearment 7. Corporate Social Responsibility 8. Sustainability 9. Cause-Related Marketing 10. Social Marketing

3. Internal Marketing Buying into concepts and goals of marketing Concept 1

4. Internal Marketing Concept 1 Seminars and Programs Make It Happen Kotler Medical Tambuli Award Winner Local

5. Marketing Department Organization

6. Functional Organization Most common form Functional specialists reporting to marketing Vice President Concept 2

7. Functional Organization Concept 2 Kotler Medical Local

8. Geographical Organization National market companies Sales force organized along geographic lines Concept 3

9. Geographical Organization Concept 4 East West Kotler

10. Concept 4 Geographical Organization North Medical One Philippine Silver Corporation South Local

11. Product / Brand Management Organization Appropriate for companies producing multiple products/services Concept 4

12. Concept 4 Product / Brand Management Organization Medical/Teaching Equipment Dairy Products Kotler Medical Pharmaceuticals Local

13. Concepts: Organizations Built for the Long Run

14. Creative Marketing Organizations Company-wide passion for customers Organized around customer segments Understands customers through research Concept 5

15. Concept 5 Creative Marketing Organizations Patient-Centered CEO Visits Kotler Medical Local

16. Firms of Endearment Culture of caring Serve the interests of their stakeholders SPICE Society, Partners, Investors, Customers, Employees Concept 6

17. Firms of Endearment Concept 6 Passion and Purpose Kotler

18. Firms of Endearment Concept 6 Taking Care of Employees Local Medical

19. Corporate Social Responsibility Legal Behavior Ethical Behavior Social Responsibility Behavior Concept 7

20. Corporate Social Responsibility Concept 7 Charitable Foundations Local Kotler

21. Concept 7 Corporate Social Responsibility Makati Medical Center Medical

22. Sustainability More than being eco-friendly In it for the long haul Concept 8

23. Sustainability Concept 8 Mission-Vision-Objectives AAA Grade - Innovest Kotler Medical Incorporate CSR Local

24. Cause-Related Marketing Links the firm’s contributions to a cause Corporate social Marketing Efforts with at least one noneconomic objective Concept 9

25. Cause-Related Marketing Concept 9 Health and Wellness Computers for Schools Kotler Medical Fitness - Kids Local

26. Social Marketing Furthering causes by nonprofit or government organizations Concept 10

27. Social Marketing Concept 10 Honduras – Oral Rehydration Infectious Disease YosiKadiri Kotler Medical Local

28. Outline 1. Internal Marketing 2.Functional Organization 3. Geographic Organization 4. Product / Brand Management Organization 5. Creative Marketing Organization 6. Firms of Endearment 7. Corporate Social Responsibility 8. Sustainability 9. Cause-Related Marketing 10. Social Marketing

29. A marketing organization built for the long-run holistic sustainable stakeholder-oriented My Conclusion

30. The End. Thank You!