营销管理（亚洲版 第6版）英文PPT课件 科特勒 Chapter 23 Managing a Holistic Marketing Organization.ppt

CreatingSuccessfulLong-TermGrowth

2ManagingaHolisticMarketingOrganization23

LearningIssuesforChapterTwentyOneWhataretheimportanttrendsinmarketingpractices?Whatarethekeystoeffectiveinternalmarketing?Howcancompaniesberesponsiblesocialmarketers?Howcanacompanyimproveitsmarketingskills?Whattoolsareavailabletohelpcompaniesmonitorandimprovetheirmarketingactivities?3

ChapterOutlineHealthylong-termgrowthforabrandrequiresholisticmarketerstoengageinahostofcarefullyplanned,interconnectedmarketingactivitiesandsatisfyanincreasinglybroadersetofconstituents.Marketersmustalsoconsiderawiderrangeofeffectsoftheiractions.Corporatesocialresponsibilityandsustainabilityhavebecomeprioritiesformany.4

ChapterOutlineSomefirmshaveembracedthisvisionofcorporateenlightenment.Successfulholisticmarketingrequireseffectiverelationshipmarketing,integratedmarketing,internalmarketing,andsocialmarketing.Inthischapter,weconsiderinternalandsocialmarketingandhowmarketingshouldbeadministeredandconductedresponsibly.5

TrendsinMarketingPracticesWithglobalization,deregulation,marketfragmentation,consumerempowerment,environmentalconcerns,anddevelopmentsincommunicationtechnology,companieshaverestructuredtheirbusinessandmarketingpracticesassummarized.SeeTable23.1.6

Table23.1:ImportantShiftsinMarketingandBusinessPractices7

ChallengesFacingMarketersRecently,marketershavehadtooperateinaslow-growtheconomicenvironmentcharacterizedbydiscriminatingconsumers,aggressivecompetition,andaturbulentmarketplace.InotherssuchastheUnitedStates,manyconsumershavetocopewithreducedincomesandlesswealth.Adebt-ladenconsumerbasepenalizescompaniespromotinga“buynow,paylater”salesphilosophy.Consumersandcompaniesareincreasinglyconsideringtheenvironmentalandsocialconsequencesoftheiractions.8

ChallengesFac