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‡ What are important trends in marketing

practices?
‡ What are the keys to effective internal marketing?
‡ How can companies be responsible social
marketers?
‡ How can a company improve its marketing skills?
‡ What tools are available to help companies
monitor and improve their marketing activities?

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‡ Functional Organization
‡ Geographic Organization
‡ Product- or Brand-Management Organization
‡ Market-Management Organization
‡ Matrix-Management Organization

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‡ PM = Product Manager
‡ APM = Associate PM
‡ PA = Product Assistant

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‡ PM = Product Manager
‡ R = Market Researcher
‡ C = Communication Specialist

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‡ PM = Product Manager
‡ R = Market Researcher
‡ C = Communication Specialist
‡ S = Sales Manager
‡ D = Distribution Specialist
‡ F = Finance Specialist
‡ E = Engineer

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Where are we?

Where do we want to go?

How will we get there?

How will we stay on course?

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What do we want to achieve?

What is happening?

Why is it happening?

What should we do about it?

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Annual plan control

Profitability control

Efficiency control

Strategic control

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‡ Step 1: Identify functional expenses

‡ Step 2: Assign functional expenses to
marketing entities
‡ Step 3: Prepare a profit-and-loss
statement for each marketing entity

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Direct costs

Traceable common costs

Nontraceable common costs

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Comprehensive

Systematic

Independent

Periodic

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