Involves evaluating the results of marketing strategies and plans taking corrective action ● Checks for differences between goals and performance ● Operating control & strategic control Partnering to Build Customer Relationships Value chain (Internal) is a series of departments that carry out value creating activities to design, produce, market, deliver and support a firm's product ○ “A chain is only as strong as its weakest link” Value delivery network (External) is made up of the company, suppliers, distributors, and ultimately customers who partners with other to improve performance of the entire system ● More distributors = higher sales Marketing Department Organization ● Larger companies usually have a Chief Marketing Officer (CMO) and/or other senior Executive Marketing roles ● Marketing developments can be organized in different ways: ○ Functional organization ○ Geographic organization ○ Product management ○ Market or Customer ○ Combination Chapter 3 - Sustainable Marketing Social Responsibility and Ethics High Pressure Selling Complaint: ● Salespeople use high-pressure selling that persuade people to buy goods they had no intention of buying. ○ E.g real estate & used cars sold not bought! Response: ● Most selling involves building long term relationships and valued customers ● High pressure or deceptive selling can damage these relationships ● BC Consumers Protection Act unconscionable misrepresentation if subjected to undue pressure False Wants and Too Much Materialism Complaints: ● The marketing system urges too much interest in material possessions ● People are judged by what they own rather than who they are, creating false want that benefit industry more than they benefit consumers
Response: ● People do have strong defenses against advertising and other marketing tools eg. “zipping & zapping” ● Marketers are most effective when they appeal to existing wants rather than creating new ones ● The high failure rate of new products shows that companies cannot control demand ● Wants & values not only influenced by marketing - family, peers, religion, cultural background, education Consumer Activism Advocates call for the following: ● The right to be well informed about important aspects of the product ○ E.g truth in lending unit pricing, ingredient labeling, nutritional labeling, truth in advertising ● The right to be protected against questionable products and marketing practices ○ E.g increase product safety, information privacy ● The right to influence products and marketing practices in ways that will improve the “quality of life” ○ E.g product ingredients & packaging, advertising noise ● The right to consume now in a way that will preserve the world for future generations of consumers ○ E.g. sustainable ingredients, recycling, reducing waste.
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- Spring '11
- Marketing, Chief Marketing Officer, Share of Customer & Customer equity