Documenti di Didattica
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Todays Objectives:
Quote!
The enigma of marketing is that it is one of mans oldest activities and yet it is regarded as the most recent of the business disciplines
Michael J Baker; Marketing: Theory and Practice Macmillan 1976.
Organise by product units Focus upon profitable transactions Judge performance by financial results Focus upon satisfying shareholders Marketing department does the marketing Build brands primarily through advertising Emphasis customer acquisition Measure customer satisfaction Over-promise to get the order Make the firm the unit of industrial analysis
Marketing Misunderstood
Sales Led - Marketing;
- sales function assumes new role - little focus on quality, service or customer
Formula Marketing
- emphasis on control the past drives the future - little or no future perspective
Michael J Baker: The Marketing Book 2008
A Marketers Dilemma
Mass to individual Limited choice to abundance of choice. Loyal to transient. Passive to interactive. From the book to the screen. Theres reality, and theres reality Local - Global - Local - Community Wealthy yet thrifty.
Customer Sophistication
High
Relationship Marketing
Low
Brand Marketing
Transactional Marketing
High
Transactional Marketing
Established in the 1890s rose to ascendancy between 1950-1970s
Transaction marketing suited to high growth, excess demand markets (1990s equivalent = the mobile telecoms markets)
Brand Marketing
Transactional marketing focused on un-differentiated goods Customers required difference, value, recognition, trust. Brands emerged strongly in the 1970s Helped to differentiate between manufacturers Brands enabled customers to make effective choice, stimulated patronage of the product
Branding later extended into services, organisations in the 1980s and beyond.
Relationship Marketing
RM essentially has four major foundations - channel management and intermediaries
- business-to-business - services - database and direct marketing.
IMP Group focus on channels, business-to-business. Nordic and Anglo-Australian Schools focus on services. 1980s: The power of computer h/w and s/w lead to the emergence of database and direct marketing. Building relationships with customers via customer volunteered information and census/market research data.
Market knowledge
MARKETING VALUE DRIVERS Customer base Strategic relationships Differential advantage
Brand strength
Holistic Marketing
Senior Management
Internal Marketing
Integrated Marketing
Holistic Marketing
Social Responsibility Marketing Relationship Marketing
Marketing exchange has shifted from the tangible to the intangible - emphasis is upon service and not goods Consumers are no longer passive receivers but interactive co-creators/co-producers Knowledge and competence based competitive advantage .and yet large parts of the world are not yet consumers!!