An Introduction to Marketing Pt 2 Operationalisation

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MARKETING MANAGEMENT

MARKETING MANAGEMENT

An Introduction to Marketing Pt 2

OperationalisationMARKETINGWhat has marketing been in the past?What is marketing today new lamps for old?What is marketing for?What is marketing trying to achieve?Who markets?What is a marketer trying to achieve?

WHO?COMMENTS ON MARKETINGMarketing is too important to be left to the marketing department

David Packard, Hewlett-PackardMarketing takes a day to learn. Unfortunately it takes a lifetime to master. Phil Kotler

WHAT DO MARKETERS DO?And who does/should/shouldnt do it?DEFINITION OF A MARKETER (OED)1 A person who buys or sells in a market.

2 A person who promotes and distributes a product for sale.

An Introduction to the practice of MarketingTheodore Levitt (1960) Marketing MyopiaManagement must think of itself not as producing products but as providing customer-creating value satisfactions. It must push the idea into every nook and cranny of the organisation, It has to do this continuously and with the kind of flair that excites and stimulates people. EARLY MARKETING THINKINGMarketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customers point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise. Peter Drucker

EARLY MARKETING THINKING(the marketer should)regard with desire every profit that goes into the pocket of anyone who stands between him and the consumer

Ralph Starr Butler Marketing Methods 1914

Definitions of MarketingMarketing is the management process for identifying, anticipating and satisfying customer requirements profitably. CIM Old

A marketer is a manager who...

Definitions of MarketingA marketer is a manager who initiates, coordinates and brings to conclusion a process which identifies, anticipates and satisfies customer requirements profitably.

The basic marketing mix (4Ps)Figure1.4

4 Ps2 PsThe extended marketing mix (7Ps)Price.Product.Place.Promotion.People.Processes.Physical evidence.Parkinsonian P InflationConsumer ResearchMarket AnalysisPackagingFinance &AccountingBRANDITProfessional RelationsHuman ResourcesAdvertising ProductionLegalManufacturing/OperationsAdvertisingMediaSpecialistAdvertisingCreativeSpecialistSales/Key AccountsPublic RelationsBRAND MARKETING INTERFACES ProductDesign incR&DLogistics/DistributionCompetitionMerchandising/Point of Sale

An Introduction to the practice of MarketingIf you could visit a cell, you wouldnt like it. Blown up to a scale at which atoms were about the size of peas, a cell itself would be a sphere roughly half a mile across... Within it, millions upon millions of objects some the size of basketballs, others the size of cars would whiz about like bullets. There wouldnt be a place you could stand without being pummelled and ripped thousands of times every second from every direction. .

Bill Bryson A brief history of almost everythingAn Introduction to the practice of MarketingVery much like being a Marketer Or any manager for that matterAn Introduction to the practice of MarketingIf you cant stand the heat get out the kitchenHarry TrumanAn Introduction to the practice of MarketingThe buck stops here Same guyWHAT SHOULD MARKETERS NOT DO?Marketing is too important to be left to the marketing departmentDavid PackardThen who does the marketing? And who should?22MARKETING FUNCTIONSSTRATEGIC/CORE/LINE BRAND MANAGEMENTSUPPORT/STAFF/SPECIALISTMARKETING STAFFResearch Market and ConsumerAdvertising Content Ad. Agencies StaffAdvertising MediaPackage DesignPR ConsultancyDefinitions of MarketingA marketer is a manager who initiates, coordinates and brings to conclusion a process which identifies, anticipates and satisfies customer requirements profitably.

Consumer ResearchMarket AnalysisPackagingFinance &AccountingMARKETERITProfessional RelationsHuman ResourcesLegalOperationsAdvertisingSpecialistsSales/Key AccountsPublic RelationsR&DLogisticsCompetitionPartnership

CONSUMERThe BossEthics

Greenery

Global Marketing

Value Chain

Connectivity

The Board

Shareholder

The Internet

Supply Chain

Politics

Trade Marketing

Gurus

PEST

SWOT

DAGMAR

RelationshipManagement

Marcomms Theory

PInflation

Time Management

Team Building

CIM

Societal Marketing

IDEASManufacturingFamily &FriendsNetworks

BrandEquity

REPRESENTATION OF CHAOS

MARKETERCONSUMERMARKETING FOCUSResearchMarket AnalysisPackagingFinance &AccountingMARKETERITProfessional RelationsHuman ResourcesLegalOperationsAdvertisingSpecialistsSales/Key AccountsPRTormentors can be turned into resources R&DLogisticsCompetitionPartnerships

CONSUMER BossEthics

Greenery

Global Marketing

Value Chain

Connectivity

The Board

Shareholder

The Internet

Supply Chain

Politics

Trade Marketing

Gurus

PEST

SWOT

DAGMAR

RelationshipManagement

Marcomms Theory

PInflation

Time Management

Team Building

CIM

Societal Marketing

ManufacturingFamily &FriendsNetworks

BrandEquity

ResearchMarket AnalysisPackagingFinance &AccountingMARKETERITProfessional RelationsHuman ResourcesLegalOperationsAdvertisingSpecialistsSales/Key AccountsPRTormentors can be turned into resources R&DLogisticsCompetitionPartnerships

CONSUMER BossEthics

Greenery

Global Marketing

Value Chain

Connectivity

The Board

Shareholder

The Internet

Supply Chain

Politics

Trade Marketing

Gurus

PEST

SWOT

DAGMAR

RelationshipManagement

Marcomms Theory

PInflation

Time Management

Team Building

CIM

Societal Marketing

ManufacturingFamily &FriendsNetworks

BrandEquity

MARKETERResearchMarket AnalysisPackagingFinance &AccountingBRANDCHIEF EXECUTIVEITProfessional RelationsHuman ResourcesLegalOperationsAdvertisingSpecialistsSales/Key AccountsPRAnd leaders do thatR&DLogisticsCompetitionPartnerships

CONSUMER BossEthics

Greenery

Global Marketing

Value Chain

Connectivity

The Board

Shareholder

The Internet

Supply Chain

Politics

Trade Marketing

Gurus

PEST

SWOT

DAGMAR

RelationshipManagement

Marcomms Theory

PInflation

Time Management

Team Building

CIM

Societal Marketing

ManufacturingFamily &FriendsNetworks

BrandEquity

One answerAppoint 100s of Chief Executives as centres of excellenceAnd call them Brand Managers?Or champions?Sales Director?CEO?Whatever.MARKETERS CORE STRATEGYThe marketer initiates the process of identifying potential customer wants and needs as they pertain to an actual or potential offering of his organisation. The marketer ensures that his or her offering is perceived by the target as fulfilling those wants or needs better than any competing offer, and thereby secures a voluntary exchange of values to the mutual benefit of the target and offerer.

The marketers primary function is to secure an exchange in the case of Commerce a Sale (more than facilitate).

WHAT ARE MARKETERS DOING?Marketing practice developed to serve a growing majority of younger consumers during a demographic anomaly. Given the relatively unformed views and resulting malleability of the young the objective of marketing activity became to gain the most easily switched customers, rather than to retain loyal customers. Consequently, marketing activity and expenditure became focussed on advertising and other promotional activity, and in the minds of many senior managers, marketing became synonymous with advertising, and the task of marketing departments often limited to promotional activity. (Thompson and Thompson 2007 p 9)

marketingTheoryOperationalisation through Brand ManagementPractice by peopleA PROBLEM?The mere formulation of a problem is far more essential than its solution Einstein (scientist)

Recognizing a problem is the first step to solving it....Sonya Friedman (Chat Show hostess)

If knowledge can create problems, it is not through ignorance that we can solve them.Isaac AsimovTHE PROBLEMTHE PROBLEMWhile one to one marketing works wellINSTITUTIONAL MARKETING DOESNT WORKInadequateley practicedPoorly understoodIncompletely taughtSTRATEGIC MARKETING/BRAND MANAGEMENT

MARKETER CONTEXT ORGANISATIONALMARKETER CONTEXT ORGANISATIONALWHITHER MARKETING?marketing is too important to be left (solely) to the marketing department

David PackardDefinitions for Marketers?A leader has to have a vision of grandeur, a vision that can produce eager followers in vast numbers. In business the followers are the customers. In order to produce these customers the entire corporation must be viewed as a customer creating and customer satisfying organism. Management must think of itself is not as producing products but as providing customer creating value satisfactions. It must push this idea and everything it means and requires into every nook and cranny of the organisation. It has to do this continuously and with the kind of flair that excites and stimulates the people in it. Otherwise the company will be merely a series of pigeonholed parts with no consolidating sense of purpose and directionIn short the organis