<p> Professors on the Go!</p><p>Chapter 22 Managing a Holistic Marketing Organization</p><p>Key Concepts:</p><p>1) Internal Marketing The concept of “internal marketing” is prevalent now in popular books and magazines. Students should read and review at least four sources from the Web and comment on what additional information, techniques, and formulas for success they discovered. How does this information compare, contrast, or add to the information contained in the chapter. What is the future of “internal marketing” and why are companies so intent on succeeding? </p><p>2) Product or Brand-Management Organization Students should research and find two examples of a successful cause-marketing program currently available in their area and evaluate whether or not they believe that this cause-marketing program is (a) building the firms brand awareness; (b) enhancing brand image; (c) establishing brand credibility; (d) evoking brand feelings; (e) creating a sense of brand community; or (f) eliciting brand engagement. Students should be able to defend their opinions citing financial, market share, stock price growth, and other definitive measures. </p><p>3) Social Marketing Successful holistic marketers have integrated relationship marketing, internal marketing, and social marketing into their organizations. Students should chose three companies that they believe practice holistic marketing and then defend their choices by outlining the marketing programs of the selected companies. </p><p>4) Corporate Social Responsibility Drawing a clear line between normal marketing practices and unethical behavior is not easy. Identify two firms, in your area, that you feel are or have demonstrated unethical behavior (although not per se illegal). Why do you believe that such practices will be not successful for the firm in the future? Do the other student’s in the class agree with your assertion? On the other hand, do they believe that the examples offered are just “creative” marketing? </p><p>5) Cause Marketing Benefits and Costs Some companies like the Newman’s Own brand, have built a business model on social responsibility. Students should find three other examples of such socially responsible firms and comment on whether or not they see “social responsibility” as a need component for marketing in the future. Specifically, knowing what we now</p><p>45 Professors on the Go!</p><p> know about consumer-buying behavior, is “socially responsible” a determinant for future success—is it a mega-trend? Or just a “trend”? </p><p>6) Marketing Implementation Some marketing observers maintain that good marketing is something that is more than anything an art and does not lend itself to rigorous analysis and deliberation. Others strongly disagree and contend that marketing management is a highly disciplined enterprise that shares much in common with other business disciplines. </p><p>Take a position: Marketing management is largely an artistic exercise and therefore highly subjective versus marketing management is largely a scientific exercise with well-established guidelines and criteria. </p><p>7) The Future of Marketing The chapter defines the evolution of the marketing department from a sales department into one that must be involved in all of the functions of the company to successfully implement a holistic marketing focus for the firm. Questions: Is holistic marketing, as described in this chapter, to mean that the marketing executive be delegated (or assume) a more important role in the firm’s hierarchy? For example, should a firm practicing holistic marketing, have its chief marketing office as Co-CEO? </p><p>Can a firm continue to have its functional responsibilities remain the same but still institute a holistic marketing program? </p><p>Is holistic marketing really a management philosophy issue rather than a marketing one? </p><p>46</p>