Hvorfor er de 4 P’er blevet kritiseret?
- Lack of customer orientation
- Lack of customer interaction
- Lack of strategic elements
- Product orientation
- One-way orientation
- Non-collaborative, but offensive
- The human element
- One-to-one communication required
- Interaction and Quality missing in 4Ps
- Impersonal and Transactional
- Mass orientation
- Lacks value creation
De fire R’er af relationship marketing
Reward: Customer purchases and the sharing of information
Relevant: Use the information for relevant communication and offers
Respect: Costumer privacy
Response: Generate high response rates
Vertical or horizontal organization
- How many organizational levels are needed for effectiveness and efficiency?
- Vertical organization: several levels separating the chief marketing officer from junior marketing
- Horizontal organization: restricts the number of line managers
Centralized or decentralized organization
- Centralized organization: Decision making authority is at corporate or divisional level.
- Decentralized organization: decision making authority is delegated to marketing managers at the local operational level.
Bureaucratic or adaptive organization
- Marketing organizations can be categorized along a continuum of bureaucratic to adaptive organizations.
- Bureaucratic: Highly structured, high levels of centralized control, formal lines of authority, less personal approach to work relationships.
- Adaptive: Loosely structured, decentralized control, team problem solving, informal work relationships and loose supervision.
Organizational forms
• Marketing departments can be loosely classified as functional-,product-, geographical- or customer-based organizations.
Function-based organizations
- Tasks are grouped and jobs are classified by such functional areas as marketing research, promotions, sales and product and distribution management.
- A high level of functional specialization
- Most effective in small companies
Product-based organizations
- Marketing functions are organized along product and brand lines.
- When an extensive set of linked product lines are to be managed, this form of organization is both efficient and effective.
Geographical-based organizations
- Making geographical considerations in terms of national and international organization of marketing efforts.
- Assigning a marketing manager based on geographical considerations.
Customer-based organizations
- Sees that different customer segments have different needs, firm is organized around the type of customer being served.
- Common customer divisions: B2C and B2B
Tre niveauer af en organisationskultur
• An organizations culture exists at three levels
o Core culture: Basic value system
o Surface culture: Manifests itself in the form of behavioral and personal relationships
o Subculture: Is between core and surface culture, and consists of small subcultures within the firm that hold their own view on the core culture.
Intern marketing
• A high degree of employee turnover and problems with marketing implementation has led to alternative approaches to marketing implementation, one of them being internal marketing.
The internal marketing approach
• Internal marketing: Involves treating employees as internal customers with the goal of increasing employees’ motivation and customer focus.
• The concept comes from service organizations where it was practiced as a tactic for making all employees aware of customer satisfaction.
• Each person needs to be aware of their position and how their individual job assists in implementing the marketing strategy.
• Internal and external customers.
• Internal marketing places the responsibility on all employees in term of implementing the marketing strategy.
The internal marketing process
• Internal marketing is seen as an output of and input to both marketing implantation and the external marketing programme.
Hvordan implementerer man intern marketing?
Implementing an internal marketing approach
• 1. Recruitment, selection and training of employees – ensure that employees fits to the tasks that must be performed.
• 2. Senior managers must be completely committed to the marketing strategy.
• 3. Employee reward programmes
• 4. Organizational structures, policies and processes should match the marketing strategy effectively.
