12036365
Descripción
Mapa Mental por diana dzib, actualizado hace más de 1 año
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Creado por diana dzib
hace alrededor de 6 años
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Organizing for Marketing Excellence
- Marketing Excellence is a superior ability to
perform essential costumer-facing activities.
- Four elements of
MARKORG:-capabilities,
-configuration,-human
capital, -cultures
- Capabilities: disseminating and responding to marketing
intelligence, CRM, Bran asset, brand equity, marketing mix
- Market share, marketing
spending on sales, relational
outcomes, R&D, SG&A
- Market share, marketing
spending on sales, relational
outcomes, R&D, SG&A
- Configuration: Organizational structures, metrics, and incentives/control systems.
- Measure marketing department power: % mkt
executives in TMT, garner rewards, ranking in
the TMT hierarchy, job titles-TMT
- 8 KAM structures: top management,
middle management, operating level,
cross-functional, unstructured, isolated,
country club and none.
- Measured the use of market-based metric:
costumer satisfaction assessments,
salespeople performance-strength of
relationships with customers, customers poll
- Formal controls: codified, bureaucratic
mechanisms Informal controls: unwritten
but understood norms
- Capability control: development of
individual skills and abilities
administered through information,
rewards and punishments.
- Measure marketing department power: % mkt
executives in TMT, garner rewards, ranking in
the TMT hierarchy, job titles-TMT
- Human capital: key force in the creation,
implementation and evaluation of marketing
strategy
- 3 external roles of mkt leaders:
informatioanal role, decisional role,
relational roles
- Emotional intelligence and the accuracy of
intuitive judgements have positive effects on
sales performance
- Brand evaluations and brand equity,
both increases where there is an
alignment between employees and
brand personalities
- 3 external roles of mkt leaders:
informatioanal role, decisional role,
relational roles
- Culture: guides thinking and actions throughout the firm
- Building and Sustaining a
Market Oriented culture
- Building and Sustaining a
Market Oriented culture
- Capabilities: disseminating and responding to marketing
intelligence, CRM, Bran asset, brand equity, marketing mix
- 7As that marketers deploy to generate firm perfomance results
- Anticipating market place changes, adapting the firm to such
changes, aligning processes, structures and people; activating
efficient and effective individual and organizational behaviors;
creating accountability; attracting important financial, human, and
other resources and engaging in asset management that develops
and deploys marketing assets.
- Anticipating market place changes, adapting the firm to such
changes, aligning processes, structures and people; activating
efficient and effective individual and organizational behaviors;
creating accountability; attracting important financial, human, and
other resources and engaging in asset management that develops
and deploys marketing assets.
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