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

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

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

3. Outline:
6. Socially Responsible Co.
7. Cause Related Marketing
8. Choosing a Cause
9. Social Marketing
10. 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. Concept 2:
Think Customer
Market and customer focused
Product and sales driven

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

7. Concept 3:
Know the trends…
And be ready to capitalize on them.
 Kotler: Nokia, Starbucks
 Local: Red Mango
 Medical: St. Luke’s Global City

8. Concept 4:
Be one of the Firms of
Endearment
Culture of Caring and serve the interests
of stakeholders
Stakeholders: SPICE
Society, Partners, Investors
Customers, Employees

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

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

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

12. Concept 6:
Socially Responsible Co.:
most likely to succeed
Innovate solutions and values in a socially
responsible way.
 Kotler: Newman’s Own
 Local: Phylogen Biofuels (Philippines),
Inc.
 Medical: PGH

13. Concept 8:
CSR + Marketing = Cause-
Related Marketing
Cause Related Marketing
Firm Cause
Customer
 Kotler: British Airways and Change for
Good, Livestrong
 Local: SM My Own Bag
 Medical: Belo Medical Group

14. 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

15. 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

16. Concept 10:
Marketing implementation:
plans to actions
The great marketing company – great for
what it does
 Good working relationships within
 Good brand name and image
 Incentives for right behavior
 Positioning
 Flexible
 Customer Satisfaction and Loyalty

17. Concept 10:
Marketing implementation:
plans to actions
 Kotler: Rydex Investments
 Local: Ayala
 MD: The Medical City

18. Outline:
Holistic Marketing for the
Long Run
1. Internal Marketing
2. Think Customer!
3. Know the Trends
4. Firm of Endearment
5. CSR

19. Outline:
6. Socially Responsible Co.
7. Cause Related Marketing
8. Choosing a Cause
9. Social Marketing
10. Marketing Implementation

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

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