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1、 Links the firms contributions toward a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firmIs part of corporate societal marketing(CSM)Cause-Related MarketingCause-Related MarketingBuilds brand awarenessEnhances brand imageEstablishes brand c

2、redibilityEvokes brand feelingsCreates brand communityElicits brand engagement输 入 您 的 标 题A Creative Marketing Organization Align focus area with your mission Evaluate institutional“will”and resources Analyze competitors cause positioning Choose partners carefully Dont underestimate program name Deve

3、lop cross-functional strategy team Leverage your assets with partner(s)Communicate through every channel Go local InnovateSocial marketing by nonprofits or government organizations furthers a causeSocial MarketingSocial Marketing Choose target markets ready to respond Promote doable behavior in simp

4、le terms Explain the benefits in compelling terms Make it easy to adopt the behavior Develop attention-grabbing messages Use education-entertainment approachSocial MarketingMarketing Implementation/Control Marketing implementation The process that turns marketing plans into action assignments and en

5、sures they accomplish the plans stated objectives Marketing resource management(MRM)softwareMarketing Implementation/ControlMarketing Implementation/Control Marketing control The process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjus

6、tmentsAnnual Plan ControlProfitability ControlEfficiency ControlStrategic ControlAnnual plan controlMarketing metrics Sales metrics Customer readiness to buy metrics Customer metrics Distribution metrics Communication metricsFigure 17.5 Marketing audit A comprehensive,systematic,independent,and peri

7、odic examination of a companys or business units marketing environment,objectives,strategies,and activities,with a view to determining problem areas and opportunities and recommending a plan of action to improve the companys marketing performanceStrategic ControlStrategic Control Marketing audits ch

8、aracteristicsComprehensiveSystematicIndependentPeriodicMarketing Audit ComponentsMarketing environmentMarketing strategyMarketing organizationMarketing systemsMarketing productivityMarketing functionThe Marketing Excellence Review The coming years will see:The demise of the marketing department and

9、the rise of holistic marketing The demise of free-spending marketing and the rise of ROI marketing The demise of marketing intuition and the rise of marketing science The demise of manual marketing and the rise of both automated and creative marketing The demise of mass marketing and the rise of precision marketingThe Future of MarketingCRMPRMDatabase marketing&data miningContact center management&telemarketingDigital marketing&social mediaPR marketingBrand-building&brand-asset managementExperiential marketingIntegrated marketing communicationsProfitability analysisHolistic Marketing