mkt100 Chapter Notes - Chapter 2: Marketing Effectiveness, Marketing Mix, Customer Relationship Management
Document Summary
Company must design marketing organization that can carry out marketing strategies/plans. Large companies= specialists in each department (product manager, sales manager etc. ) Cmo- responsible for top level marketing function: sales management. Marketing research all marketing communication: advertising, sales promotion, direct marketing, online marketing, management of outside ad and media agencies common form of marketing organization is functional organization: different marketing activities are headed by specialists. Sales manager, ad management geographic organizations: sales/marketing people assigned different regions. Product management organization: for different products or brands. Product management develops and implements a strategy and marketing program for specific product. Market/customer management organization: assigned to specific markets or customers. Marketing control process of measuring and evaluating how the marketing strategies are going and taking corrective action to ensure objectives are achieved. Marketing managers must ensure money is well spent. Return on market investment (or marketing roi) the net return from a marketing investment divided by the costs of the marketing investment.
