INTRODUCTION TO STRATEGIC MARKETING
Prof.Jean-Pierre BAEYENS
INTRODUCTION
OBJECTIVES
understanding
using
being aware
contemporary marketing
classical marketing
introduction
the context
the stakes
definitions
marketing: the context
SPEED
COMPETITIONCHAOS
GLOBALIZATION
TECHNOLOGY
tremendous increase of number of exchanges between
extreme complexity
marketing: the context
people
businessesnon profit
organizations
media
marketing: the context
media people
businesses non profit organizations
more competition
more uncertainty
more globalization Marketing des
produits, services etidées
more speed
marketing: some definitions (just 2 among hundreds…)
Marketing is the process of planning and implementing the price conception, the promotion and distribution of ideas, goods and services allowing for exchanges consistent with the individual and organizational goals
The American Marketing association
Marketing is the social and economic mechanism by which individuals and groups satisfy their needs and desires through the creation and exchange of products and other entities of value for others.
Philip Kotler
marketing a more general view...
marketing is about transactions between individuals and organizations
each time you think about exchange of goods, services or ideas, you can think about marketing…
individualsorganizations
people alonegroups
(households,families)
businessesngo’s
public servicesschools
hospitalscultural institutions
cities...
des échanges et des transactions
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supplier clientcustomer
industrysector
=group of suppliers
market=
group of clients
customers
communication
products, services
money, effortinformations
SIMPLETRANSACTION
SIMPLE MARKETINGSYSTEM
marketing is about transactions, exchanges between individuals, businesses and organizations
marketing a contemporary, multi-dimensional vision
Transaction Marketing
marketing is about product, service and information usage by consumers, businesses, non profit organizations and media
marketing a contemporary, multi-dimensional vision
Usage Marketing
marketing is about relationships between businesses, consumers, non profit organizations and media
marketing a contemporary, multi-dimensional vision
Relationship Marketing
3 visions of marketing
Transaction marketing
A supplier (of products, services or ideas) initiates and implements a process aiming at convincing a potential client to carry out a transaction bringing to each of them a feeling of satisfaction. This process may lead to a negociation.
Usage marketing
A supplier imagines and manages a specific «usage experience» aiming at delivering partners /clients satisfaction ina context of immediate consumption or longer term utilization. Value perceived through usage should lead customer loyalty and/or to diffusion of supplier reputation.
Relationship marketing
A supplier builds and maintains trustful long term relationships with a group of clients (partners) in order to carry out repeat transactions to everyone’s satisfaction. This process leads to the creation of a marketing network that becomes one of the supplier’s prior assets
marketing: a contemporary vision based value creation and delivery
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marketing is not only targeted at direct customers: some key transactions also occur with other
internal or external target groups
prescriptors
customers
users
influencers
suppliersemployees
marketing is a process initiated by organizations in order to get control over transactions that are crucial for their
immediate existence and their future.
Businesses and organizations can survive in the long term if and only if they can lead repeated profitable transactions.
« Profitable » means that they are able to fulfill their ultimate mission i.e. creating economic value in a socially controlled environment or creating social value while balancing cost and revenue over the long term.
Le marketing is the process initiated and managed by organizations in order to generate these « repeated profitable transactions » in such a balanced way.(long term sustainable business) .
« Repeated profitable transactions » will occur because marketing means generating satisfaction for the client both during the transaction and the usage of product or service (notion of transaction & usage marketing)
If the marketing process is well managed, the client will be willing to repeat the transaction again and again and/or to recommend to other people to do so (notion of relationship marketing)
marketing: also a company culture
production
sales
customer
societal
wiki
product
how company cultures evolve over time
temps
external orientation
internal orientation
marketing: an evolving function in the buiness organization
manufacturingsales
marketing
before today
MARKETING
manufacturing
logistics
sales hrm
marketing: also a management function
main philosophy
key choices
execution planning
monitoring
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corporate vision/strategy
marketing strategy
integrated marketing plan
control system / performance
indicators
marketing creating, convincing, then delivering
value
SATISFACTIONreason based
emotional
TARGETcustomer
user
conceptioncommunication
chanelling
a value proposition
loyaltybuzz
product image price feelings
creating
deliveringconvincing
marketing: the classical process
Conceiving a unique proposition, fitting target needs and different from those of competitors
Choosing target market and understanding its needs, wants & requests
Communicating and make it accessible
Convincing target customer to do whatever needed to lead to his-her-its satisfaction
Delivering real value et managing customer / user perception of value
Il y a une phase stratégique et une phase opérationnelle
Deux types de compétences: l’analyse et la créativité
A gérer au niveau de chaque cible individuelle (micro-marketing) et au niveau des agrégats (macro-marketing)
to remember !
marketing is both strategic and opérational
2 skills needed: analysis and creativity
to be managed at individual level (micro-marketing) and at group level (macro-marketing)
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