The Role of Marketing

1
The Role of Marketing

• Session 2
• January 8, 1998

2
Start-Up Issues

• Apologies re course page URL
• Contact me re access problems
• Existence of clones -- I will fix
• Have you touched base on all 3 boards?
• Profile on Webboard--by Sunday night
• A conventional final exam as option?
• Check in for announcements and discussion

3
Clues that something is changing...

• The 1990s will belong to the customer. And that
  is great news for the marketer.
• --Regis McKenna, Marketing Is Everything,
• Harvard Business Review, 1991

4
Why the changes?

• The transformation of marketing
• Power and spread of technology
• Unlimited customer choice
• Threat or opportunity for marketers?

5
Sales-Driven Companies

• The any color as long as its black school of
  marketing
• We must change the customers mind to fit our
  product!
• the selling concept

6
New Focus

• The tell us what color you want school of
  marketing
• Customer-driven
• We seek out customer needs and wants.
• Well change our change product to match your
  needs.
• the marketing concept

7
Levels of Demand
8
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9
New Ways of Marketing

• Knowledge-based marketing
• Experience-based marketing
• Relationship marketing