MGT 6450 Marketing
• Web Main Menu
• Syllabus
• Schedule & Outline
• News Overview of marketing
• Introduction to marketing
• Small group formation & discussion of products/services via product life cycle
• Next week: market segmentation
Marketing News
• Social Marketing News• Advertising Age•AMA Marketing News•Direct Marketing News•Marketing Today
• Example: Smart phone Tracking
“The societal marketing concept holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's and the society's well-being. “
"Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives."
How is marketing done in your organization?
What is the relationship between
your unit and the marketing
department?
Strategic Considerations
Shift Happens 2014
Change Drivers• environment• globalism• demographics• technology• information• economics• politics• complexity
Organizational Response:• paradigm shift• new psychological contract• decentralizing• downsizing• telecommuting• virtual organization• reengineering• teamwork• Learning Organization• mergers/acquisitions• strategic alliances• target marketing• out-sourcing• temps• innovation
Demands• timeliness (JIT)• efficiency• speed• quality• customized• rate of change
Worker Impact• lifelong learning• adaptability/flexibility• networking• self-loyalty
Competition !
Less expensive, more widely available communications, transactions, information, and production technologies such as:• Internet based communication and
commerce• Data mining• Pattern recognition algorithms (neural
networks)• Computer integrated design• Rapid prototyping • Simulation testing of designs and
prototypes• Real time data tracking• Nanotechnology• Flexible manufacturing technology• Enterprise wide software
Culturally, ethnically diverse workforce that is more mobile:• Political and economic conditions creating
more opportunities for markets and supplies worldwide
• Aging workforce worldwide• Language and culture differences
Competitive environment:• More informed customers• More evenly distributed technological capabilities
among competitors• More closely linked suppliers• Easier entry for new competitors• World wide market for supplies and workers
Business processes:• More knowledge about customer buying patterns• Improved forecasting ability• Improved production scheduling and tracking• More rapid production process design
Integration:• Coordination of geographically dispersed operations• Coordination of culturally diverse workforce• Coordination of logistics and information with
dispersed networks of customer and suppliers
Workforce:• More use of temporary workers• Competition for skilled and knowledge workers• Management across international cultures• Difficulty in molding organizational cultures
Change Drivers Effects of Change Drivers
Traditional Strategy ModelMarketing
Information from Market Research
SWOT or TOWS Analysis for Strategy
What’s gone wrong with strategy?• 75% of executive teams do not have a clear customer
propositions (idea of the mix that appeals to the target market)
• 85% of management teams spend less than one hour per month discussing strategy
• 60% of organizations don't link strategy and budgeting
• 92% of organizations don't report on strategic lead indicators
• Less than 5% of an organization's workforce understands its strategy
• Only 51% of senior managers, 21% of middle managers, and 7% of line employees have personal goals linked with strategy
• Organizations find that up to 25% of strategy measures change each year
• The failure rate of strategies is between 70-90%, mainly due to poor implementation
A little bit o’ marketing history
Eras of Marketing
Production Era (1900-1925): “a good product sells itself”; offer more products! Build it and they will come! [problem: unsold inventory]. First courses with “marketing” title. Focus on distribution.
Sales Era (1925-1950s): Marketing principles. Good advertising and sales will overcome consumer resistance” (Brand image differentiation); Marketing associations & journals [problem: broad advertising not cost-effective]
Marketing Era (1950s-1980s): Mass market boom! Use of behavioral and quantitative sciences. Customer is King! Find (create) a need and fill it; (market segmentation & targeting) satisfy needs! [problem: too short term & costly]
Relationship/Partnering Era (1990-): Short term financial focus, downsizing, globalization, reengineering trends. Publish or perish pressure on research. Concern, trust, and investment in collaborative relationships with long term customers and competitors (e.g., Saturn owner parties, Sam’s Club memberships, etc.). Specialized interest areas; sophisticated multivariate segmentation; wide application [Problem: still short term, fragmented research, customer manipulation]
Next ?
Pre-Marketing Era (1750-1900): “I got it, you want it?”
Pre-Marketing Era (1750-1900)
• “I got it, you want it?”• Cottage industries making
narrow specialties with little variation• Often family businesses• Generally for local trade• Word of mouth promotion• No distinguishing field of
study• Example: China 1986 basket
and wood shipping containers
Production Era (1900-1925)
• “A good product sells itself” (unsold inventory)• Offer more products!• Focus on distribution• First courses with
“marketing” title • Problem– unsold
inventory
Sales Era (1925-1950s)
• Development of generally accepted “marketing principles”
• Good advertising and sales will overcome consumer resistance”
• Brand image differentiation
• Marketing associations & journals (AMA, J. of Retailing, J. of Marketing)
• Problem— broad advertising not cost-effective
Marketing Era (1950s-1980s)
• Mass market boom!
• Use of behavioral and quantitative sciences
• Customer is King!
• Find (create) a need and fill it
• Market segmentation & targeting, satisfy needs! (high sales, low prices)
• Problem— too short term & costly
Relationship/Partnering Era (1990-)
• Short term financial focus, downsizing, globalization, reengineering trends.
• Concern, trust, and investment in collaborative relationships with long term customers and competitors (e.g., Saturn owner parties, Sam’s Club memberships, etc.).
• Publish or perish pressure on academic research.
• Specialized interest areas; sophisticated multivariate segmentation; wide application
• Problem: still short term, fragmented research, customer manipulation
Hummer Party
Sam’s Club
Social Media Marketing (2005-)
• Widespread availability of technology enables lower cost channels
• Online interactivity provides for promotion and information gathering
• Growth of social networking makes for ubiquitous advertising opportunities
• Search specification allows for targeted advertising
• Viral marketing spread through the web via web, e-mail, blogs, video, and other mobile media
• Problem— too many channels?
People connected to share
Social networks as an operating system
Every experience can now be social
Personalized and accurate content
Communities define future products & services
http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/
Where to from here?