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POWER OF
MARKETING
HOW GE DID IT?
GROUP 1
MEGHA | HIMANSHU | VISHWAJEET | ISHA | KISHAN
2
2010
2009 Marketing
is now an
Article Four roles
engine for
for
Summary successful
growth
2003 Created a through
marketers
new direct
instigator,
marketing collaboratio
framework innovator,
Marketing n with
along three integrator
leaders customers,
and
applied dimensions: new
implement
GEs principles, product
2000 er
Marketing process people and opportunitie
departme orientation process s, and new
nt as a and markets
support standards
function and
doubled
the size
of their
Growth by
3 Focus on launching
technological increasingly
innovation, sophisticated
products could technologies or
market taking existing
No part technologies to
themselves
played by new market
marketing in
Marketers
At best, corporate
Old assigned to
marketing is a strategy
Perspective support
sales support
and or
function; at
Challenges communication
worst, an
s
overhead
Strategy to grow
Some of the the top line by
Rapidly
best-thought- acquisitions and
changing
out new bottom line by
industries
offerings were seeking out
proving to be
fast becoming efficiencies was
unpredictable
commodities not working
anymore
Marketing
4 Strategy fuelled
responsible for
by technology,
critical operating
innovation,
mechanisms such
global markets, as pricing and
and stronger quantifying value
customer ties
Line role for customers
instead of Marketing
New Staff role became
Perspective More
torchbearer
Marketing engine for
products at
to drive more commercial
more price
direct collaboration innovation
points
with customers
one with standards
as rigorous as
Marketing to
Giving those for other
be a vital
marketing a functions
operating
revenue function across
generating role GE to spur
in its own right organic growth
5
Undershot
Strategic
Consumers
Reflection
Overshot
Consumers
Non-
consumers
9
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