Defining marketing for the twentyfirst century

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Defining marketing for the twenty-first century

• Kotler on Marketing
• The future is not ahead of us. It has already
  happened. Unfortunately, it is unequally
  distributed among companies, industries and
  nations.

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This chapter will address

• What is the new economic like?
• What are the task of marketing?
• What are the major concepts and tools of
  marketing
• What orientations do companies exhibition in the
  marketplace?
• How are companies and marketers responding to the
  new challenges?

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The new economic

• Consumers view
• A substantial increase in buying power.
• A grater variety of avialable goods and service.
• A grate amount of information about practically
  anything.
• A greater ease in interaction and placing and
  receiving orders.
• An ability to compare notes on products and
  services.

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The new economic

• New set of company capability
• Powerful new information and sale channel.
• Collect fuller and richer information.
• Facilitate and speed up internal communication.
• Two-way communications with customers.
• Send information to customer.
• Improve many activity.
• Improve logistics and operations for substantial
  cost saving.

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Marketing Tasks

• Three stages through which marketing practice
  might pass
• 1. Entrepreneurial marketing
• knock on every door to gain attention.
• 2. Formulated marketing
• employ salespeople and sophisticated
  marketing research
• 3. Entrepreneurial marketing
• trying to fine-tune dealer relations and
  advertising message lack the creativity

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Decision marketers

• Marketing managers face a host of decision. There
  are vary questions in important in difference
  marketplace as follow
• Consumer markets
• need time to established a superior brand
  image
• Business markets
• face well-trained and well-informed
  professional buyers
• Global markets
• face additional decisions and challenges
• Nonprofit and governmental markets
• need to price carefully

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Marketing concepts and tools

• Defining marketing
• Core marketing concepts
• Target markets and segmentation
• Marketplace, Marketspace and Metamarkets
• Marketers and Prospects
• Needs, Wants and Demands
• Products, Offering and brand
• Value and satification
• Exchange and Transactions

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Marketing concepts and tools

• Relationships and Networks
• Marketing chanels
• Supply Chain
• Competition
• Marketing Environment
• Marketing Program

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Company orientations toward the marketplace

• The production concept
• The selling concept
• The marketing concept
• The customer concept
• The societal marketing concept

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How business and marketing are changing

• Company responses and adjustments
• Reengineering
• Outsourcing
• E-commerce
• Benchmarking
• Alliacnces
• Partner-supplier
• Market-centered
• Global and Local
• Decentralized

• Market responses and adjustments
• Customer relationship marketing
• Customer lifetime value
• Custom share
• Target marketing
• Customization
• Customer database
• Integrated marketing communications
• Channels as partners

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Chapter 2
Adapting marketing to the new economy
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In this chapter ,We will address the following
question

• What are the forces driving the new economy ?
• How are business and marketing practices
  changing a result of the new Economy ?
• How are marketing using the internet,customer
  databases,and Relationship Management in the new
  economy ?

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1.The major drivers of the new economy

• Digitalization and connectivity.
• M-commerce open the new Opportunity for
  marketing.
• NTT DoCoMo
• Disintermediation and re-intermediation.
• mySimon.com
• Priceline.com
• Lifeshopper.com

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• Customization and Customerization.
• Customization
• Customerization
• Industry convergence.

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2. How business practices are changing.
Old Economy
New Economy
Organize by product units Focus on profitable
transactions Look primarily at financial
scored Focus on share holders Marketing does
the marketing Build brands through
advertising Focus on customer acquisition No
customer satisfaction measurement Overpromise,und
erdeliver
Organize by customer segment Focus on customer
lifetime value Look also at marketing
scored Focus on stakeholders Everyone does the
marketing Build brands through
performance Focus on customer retention Measure
customer satisfaction and retention rate
Underpromise,overdeliver
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• From organizing by product units to organizing
  by customer
• segments.
• From focusing on profitable transactions to
  focusing on customer
• Lifetime Value.
• From focusing on just the financial scorecard to
  focusing also on the Marketing scorecard.
• From focusing on shareholder to focusing on
  stakeholders.
• From marketing does the marketing to everyone
  does the marketing.

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• From building brands through advertising to
  building brands through performance.
• From focusing on customer acquisition to
  focusing on customer
• Retention.
• From no customer satisfaction measurement to
  in-dept customer satisfaction measurement.
• From over-promise, under-deliver to
  under-promise, over-deliver.

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3. How marketing practices are changing E-busines
s.

• E-business
• E-commerce
• E-Purchasing
• E-marketing

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• Internet domainsB2C (business to customer)
• Calyx Corolla (CX)
• Wine.com
• Homeowner.com
• Internet domainsB2B (business to business)
• PlasticsNet.com
• SoluMed.com
• FreeMarket.com

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• Internet domainsC2C (customer to customer)
• Ebay
• WebMD
• Internet domainsC2B (customer to business)
• Pure click companies
• Blick and click companies

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4.How marketing practices are changing Setting
up web sites

• Designing an attractive web sites.
• Context Lay out and design.
• Content Text,picture sound,and,video the side
  contains.
• Community How the site enables user-to user
  communication.

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• Customization Sites ability to tailor
  itself to different users to personalize the
  site.
• Communication How the site enables
  site-to-user,user-to-site or two-way
  communication.
• Connection Degree that the site link to
  other sites.
• Commerce Sites capabilities to enables
  commercial transactions.

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• Context factors
• Attracting and keeping Visitors.
• Advertising on the internet.
• Dealing with detailers.
• Putting the site together and making it
  Profitable.
• Content factors.
• GETTING feedback.

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• Placing ads and promotion online.
• Building a revenue and profit model.
• Advertising income.
• Sponsorship income
• Alliance income.
• Membership and subscription income.
• Profile income.
• Product and service sell income.

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• Transaction Commission and free.
• Marketing Researching/Information.
• Referral income.

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5.How marketing practices are changing Customer
relationship marketing.
Mass Marketing
One-to-one-Marketing
Average customer Customer anonymity Standard
product Mass production Mass distribution Mass
advertising Mass Promotion One-way
messages Economies of sell Share of
Market All customers Customer attraction
Individual customer Customer profile Customized
marketing offering Customized production Individ
ualized distribution Individualized
messages Individual incentive Two-way
messages Economies of scope Share of
customer Profitable customers Customer retention
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• Customer databases and databases marketing.
• Customer databases.
• Databases marketing.
• Business databases.
• Data warehouse and data-mining.
• Using the databases
• The downside of database marketing.

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• ????????? ????????????

• ??. ??? ?????

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• ?????????????????????????????????????? 9 ????

• 1. Rethinking the Future
• 2. What the Best CEOs Know
• 3. Business _at_ the Speed of Thought
• 4. Leading at the Speed of Growth
• 5. Execution
• 6. The Deadly Marketing Sins
• 7. Its Alive
• 8. As the Future Catches You
• 9. The Mystery of Capital

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• 1. Rethinking the Future

1. ???????????????????? ( Rethinking
Principles ) 2. ??????????????????????? (
Rethinking Competition ) 3. ?????????????????????
??????????????? ( Rethinking Control
Complexity ) 4. ????????????????????????? (
Rethinking Leader Ship ) 5. ????????????????????
( Rethinking Markets ) 6. ?????????????????????
( Rethinking the World )
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• 2. What the Best CEOs Know

?????????? 7 ???????????

• ????? ????? ( Bill Gates ) ?????????????????????
  ?????
• ???? ????? ( Jak Welch ) ???????????????
  General Electric
• ?????? ???????????? ( Louis Gerstner )
  ?????????????????????????
• ?????? ????? ( Micheal Dell )
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• ?????? ???? ( Andy Grove ) ?????????????????????
  ?????
• ?????? ?????????? ( Herb Kelleher )
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• ??? ?????? ( Sam Walton ) ??????????????????????
  ?? ???-?????

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• 3. Business _at_ the Speed of Thought

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• 4. Leading at the Speed of Growth

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The Discipline of Getting Things Done

• 5. Execution

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2. ?????????????????????????????????????????

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3. ???????????????????????????

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• 6. The Deadly Marketing Sins

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• 7. It 's Alive

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2. ??????????

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• ???????????????????????????? NANO

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3. ???????????????????????????????????????????????
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• 8. As the Future Catches You

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• 9. The Mystery of Capital

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