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					   Marketing
“Marketing is Everything”
      - Regis McKenna, HBR, 1991



“The End of Marketing”
      - Regis McKenna, Business 2.0, 2000
 An Introduction to Marketing
Marketing defined:
 “Marketing is an organizational
 function and a set of processes
 for creating, communicating,
 and delivering value to
 customers and for managing
 customer relationships in ways
 that benefit the organization
 and its stakeholders.
 - American Marketing Association
   (And hereafter regarding definitions)
           Organizational Functions
           – What do firms really do?
    Theories:
•   Economic - Financial
•   Agency - Managerial
•   Resource Allocation -Managerial
•   Competitive Rationality - Marketing
•   Adaptive Organization – Managerial
•   Transaction Function - Economic
•   Knowledge-Based – Cross-Functional
     – Information Processing
     – Learning/Teaching
• Where is MARKETING in all this?
           Organizational Functions
           – What do firms really do?
    Theories:
•   Economic - Financial
•   Agency - Managerial
•   Resource Allocation -Managerial
•   Competitive Rationality - Marketing
•   Adaptive Organization – Managerial
•   Transaction Function - Economic
•   Knowledge-Based – Cross-Functional
      Intelligence Cycle
      Learning/Teaching
                           MARKETING
Knowledge-Based Theory of the Firm
 An Introduction to Marketing
Marketing defined:
 “Marketing is an organizational
 function and a set of processes
 for creating, communicating,
 and delivering value to
 customers and for managing
 customer relationships in ways
 that benefit the organization
 and its stakeholders.
                        The Fundamental ‘Model’

                Value culture        VISION           Value creation and destruction


STRATEGY                         OPERATIONS                           TACTICS
Build FOCUS and                   Build TRUST and            Build CAPABILITY and
 “Mind Share”                      “Access Share”                “Market Share”
Segmentation
                                IT/IM                        Four P’s (Concept/Creativity)
                                Research/DD                     Product/Promo/Price
   Macro/Micro                  Distribution/Logistics
   Methodology                                                  Place/ plus 1 + People
Targeting                                                    Selling (Capture)
   Size                              VALUE                      B2B (Buyer-Seller/Promo)
   Dynamic                                                      B2C (Advertising)
   Leverage                                                     C2C (Buzz/Virus/Referral)
                                  Build FRANCHISE
                                                             Differentiation
Positioning                       and “Heart Share”
   Reason for Being                                             Content (What)
   Offering                        Process                      Context (How)
                                   Service                      Infrastructure (Enables)
                                   Branding
                                      Value Indicator

 Loyalty/Love                     Belief/Behavior               Custom/Habituation
 An Introduction to Marketing
Marketing defined:
 “Marketing is an organizational
 function and a set of processes
 for creating, communicating,
 and delivering value to
 customers and for managing
 customer relationships in ways
 that benefit the organization
 and its stakeholders.
        The Communication Process

        Firm                                    Intermediary; Customer



   SENDER                           MEDIUM        RECEIVER


Attitude: Self-Referencing Issues    Noise    Attitude: Cultural Filter Issues

    •     Sponsor (sender) encodes message properly (or NOT)
    •     Sponsor sends message through the channel (medium) to
            the consumer (receiver).
    •     Consumer receives the message and decodes it into
            meaningful information (or NOT)
 An Introduction to Marketing
Marketing defined:
 “Marketing is an organizational
 function and a set of processes
 for creating, communicating,
 and delivering value to
 customers and for managing
 customer relationships in ways
 that benefit the organization
 and its stakeholders.
Value can be expressed several ways. Three of the clearest are:

              Benefits (total ‘get)
Value =       ----------                   … or more specifically,
              Price (total ‘give’)

              Fb + Eb
Value =       ---------                    … where,
              P + Oe

    Fb =      Functional benefits (utility)
    Eb =      Emotional benefits (psychology)
    P =       Price (charged) for acquisition
    Oe =      Other expenses/costs of acquisition … and finally

Value     =   You answered my question!
              Solved my problem!
Classic Marketing Development Sequence
           Time/Space




               1930’s
               Today
 An Introduction to Marketing
Marketing defined:
 “Marketing is an organizational
 function and a set of processes
 for creating, communicating,
 and delivering value to
 customers and for managing
 customer relationships in ways
 that benefit the organization
 and its stakeholders.
  customer relationship management
A discipline in marketing combining database
and computer technology with customer
service and marketing communications.
Customer relationship management (or CRM)              CRM
seeks to create more meaningful one-on-one
customer communications by applying
customer data (demographic, industry, buying
history, etc.) to every communications vehicle.
At the simplest level, this would include
personalizing e-mail or other communications
with customer names. At a more complex level,
CRM enables a company to produce a consistent,
personalized marketing communication whether
the customer sees an ad, visits a Web site, or calls
customer service.
                                                  American Marketing Association
 An Introduction to Marketing
Marketing defined:
 “Marketing is an organizational
 function and a set of processes
 for creating, communicating,
 and delivering value to
 customers and for managing
 customer relationships in ways
 that benefit the organization
 and its stakeholders.
Stakeholders
One of a group of publics with which a company must
be concerned. Key stakeholders include consumers,
employees, stockholders, suppliers, and others who
have some relationship with the organization.
Overall Discussion and Questions
•   Syllabus and assignments
•   Textbook
•   Objectives
•   What marketing is
•   Who is involved in the course
•   ____________________
•   ____________________
•   ____________________

				
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posted:12/17/2012
language:English
pages:17