Organizing for Marketing Excellence

Description

These four elements are mobilized through seven marketing activities (7As) that occur during the marketing strategy process. These activities enable the firm to anticipate market changes, adapt the strategy to stay ahead of competition, align the organization to the strategy and market, activate effective implementation, ensure accountability for results, attract resources, and manage marketing assets.
diana dzib
Mind Map by diana dzib, updated more than 1 year ago
diana dzib
Created by diana dzib about 6 years ago
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Resource summary

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