Marketing for MOST Module 13 – Course Wrap-up!

Marketing for MOSTModule 13 – Course Wrap-up! 技術経営コンソーシアム開発担当者：Ritsumeikan Asia Pacific University　教授: Takamoto, Akihiro 更新日 October, 2003

Module 13: Course Wrap-up • Criticisms levelled at Marketing • What is your highest need? • Economics and Marketing • The Three Maxims of Marketing.

1. Criticisms levelled at Marketing • Criticisms levelled at Marketing: • “I would like to learn more about ethnics and morals in marketing. MTV gets money from recording companies to broadcast their music again and again in order to embed it in the mind of the customer like me and millions of teenagers all over the world. From your viewpoint, is such an act ethical or unethical? Many kinds of persons like artists or leftwingers criticize marketing. Some of them said it destroyed their life. What do you think about such criticism? ” ---- an APU student

1. Criticisms levelled at Marketing • Criticisms levelled at Marketing: • “A considerable part of our ability, energy, time and material resources is being spent today on inducing us to do hard labor in order to find the money for buying material goods that we should never have dreamed of wanting if we had been left to ourselves.” • (Arnold Toynbee, 1961)

1. Criticisms levelled at Marketing • Criticisms levelled at Marketing: • “Few trends could so thoroughly undermine the very foundations of our free society as the acceptance by corporate officials of a social responsibility other than to make as much money for their stockholders as possible.” --- Milton Friedman

1. Criticisms levelled at Marketing • Criticisms levelled at Marketing: • “The man who will use his skill and constructive imagination to see how much he can give for a dollar, instead of how little he can give for a dollar, is bound to succeed.” • (Henry Ford)

1. Criticisms levelled at Marketing • Practice: • Discuss the foregoing criticisms • Do you agree or disagree? • What is marketing to you?

2. What is your highest need? • Is our highest need really “self actualization”? • What does it mean to you? • What is your highest need? • Practice: Discuss “Also Sprach Zarathustra “(see NIETZSCHE.PDF)

3. Economics vs. Marketing • “An economist must be a “mathematician, historian, statesman, philosopher, in some degree….as aloof and incorruptible as an artist, yet sometimes as near the earth as a politician”, so remarked John Maynard Keynes. • Quite right. And if you replace the words “An economist” with “A Marketing Professional”, you are almost right but not 100 percent. To be a good marketer, you must remember what Sun Tzu said: “If you know the enemy and know yourself, you need not fear the result of a hundred battles”.

3. Economics vs. Marketing • Remember: • Marketing is the modern art of war. Aki TAKAMOTO. • “Just as water retains no constant shape, so in warfare there are no constant conditions”. Sun Zu • “To fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy’s resistance without fighting”.

3. Economics vs. Marketing • “The theory of economics (read marketing) does not furnish a body of settled onclusions immediately applicable to policy. It is a method rather than a doctrine, an apparatus of the mind, which helps its possessor to draw correct conclusions” • John Maynard Keynes.

4. The Three Maxims of Marketing • 1) Open your mind. Observe the matter from various angles. And understand it deeply. • 2) Use your own brains to think critically, creatively and constructively--- freed from any pre-perceptions and common sense. • 3) Just do it! February 2004, Aki TAKAMOTO

Marketing for MOST Module 13 – Course Wrap-up!