Chapter 22 Kotler Managing a Holistic Marketing Organization for the Long Run

1. 1 Top 10 Concepts Managing a Holistic Marketing Organization for the Long Run Maria Katherine Villanueva

2. Outline: Survival Guide Internal Marketing Think Customer! Know the Trends Firm of Endearment CSR

3. Outline: Socially Responsible Co. Cause Related Marketing Choosing a Cause Social Marketing Marketing Implementation

4. Concept 1:Internal Marketing: complex group of activities spread through the organization Kotler : Hampton Inn Philippines : Ateneo Medical: The Medical City

5. Market and customer focused Product and sales driven Concept 2:Think Customer

6. Concept 2:Think Customer Kotler: Starbucks Philippines: TMC, Accenture, BPI Medical: TMC

8. Local: Red Mango

10. Kotler: Starbucks, Dancing Deer Baking Local: Ayala, Petron, Meralco Medical: Medical City Concept 4:Be one of the Firms of Endearment

11. Each org. member should observe relevant laws. Code of ethics, Company tradition Social Conscience Concept 5:CSR: proper legal, ethical, and social resp. behavior.

12. CSR: proper legal, ethical, and social resp. behavior. Kotler: Microsoft Local: Ayala, ETV (AbsCbn) MD: St. Luke’s charity ward

14. Local: Phylogen Biofuels (Philippines), Inc.

16. Local: SM My Own Bag

17. Medical: Belo Medical GroupFirm Cause Customer

18. Concept 8:Choosing a Cause – greater impact Kotler: Breast Cancer Cause – Several companies “Orphan Causes”: Overlooked Disease (i.e. Gillette for Prostate Cancer) Local: Ayala (envi., entrepreneurship, education) MD: Belo Med Group and Burn Patients

19. Concept 9:Social Marketing by NGOS or gov’t furthers a cause. Kotler: Boys and Girls Club Local: Kaya Natin To! - Ramos Medical: “Yosi Kadiri” by DOH

21. Good brand name and image

22. Incentives for right behavior

23. Positioning

24. Flexible

26. Outline: Holistic Marketing for the Long Run Internal Marketing Think Customer! Know the Trends Firm of Endearment CSR

27. Outline: Socially Responsible Co. Cause Related Marketing Choosing a Cause Social Marketing Marketing Implementation

28. Conclusion The Future in Marketing: More holistic, less departmental Social Responsibility

29. 21 Top 10 Concepts Managing a Holistic Marketing Organization for the Long Run Maria Katherine Villanueva