Generel

Question 1

Hvorfor er de 4 P’er blevet kritiseret?

Answer 1

• 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

Question 2

De fire R’er af relationship marketing

Answer 2

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

Question 3

Vertical or horizontal organization

Answer 3

• 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

Question 4

Centralized or decentralized organization

Answer 4

• 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.

Question 5

Bureaucratic or adaptive organization

Answer 5

• 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.

Question 6

Organizational forms

Answer 6

• Marketing departments can be loosely classified as functional-,product-, geographical- or customer-based organizations.

Question 7

Function-based organizations

Answer 7

• 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

Question 8

Product-based organizations

Answer 8

• 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.

Question 9

Geographical-based organizations

Answer 9

• Making geographical considerations in terms of national and international organization of marketing efforts.
• Assigning a marketing manager based on geographical considerations.

Question 10

Customer-based organizations

Answer 10

• Sees that different customer segments have different needs, firm is organized around the type of customer being served.
• Common customer divisions: B2C and B2B

Question 11

Tre niveauer af en organisationskultur

Answer 11

• 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.

Question 12

Intern marketing

Answer 12

• 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.

Question 13

Hvordan implementerer man intern marketing?

Answer 13

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.