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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:

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Marketing l.jpg
Marketing

“Marketing is Everything”

- Regis McKenna, HBR, 1991

“The End of Marketing”

- Regis McKenna, Business 2.0, 2000


An introduction to marketing l.jpg
AnIntroduction 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)


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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?


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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



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AnIntroduction 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.


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The Fundamental ‘Model’

VISION

Value culture

Value creation and destruction

STRATEGY

OPERATIONS

TACTICS

Build FOCUS and “Mind Share”

Build TRUST and “Access Share”

Build CAPABILITY and “Market Share”

IT/IM

Research/DD

Distribution/Logistics

Four P’s (Concept/Creativity)

Product/Promo/Price

Place/ plus 1 + People

Selling (Capture)

B2B (Buyer-Seller/Promo)

B2C (Advertising)

C2C (Buzz/Virus/Referral)

Differentiation

Content (What)

Context (How)

Infrastructure (Enables)

Segmentation

Macro/Micro

Methodology

Targeting

Size

Dynamic

Leverage

Positioning

Reason for Being

Offering

VALUE

Build FRANCHISE and “Heart Share”

Process

Service

Branding

Value Indicator

Loyalty/Love

Belief/Behavior

Custom/Habituation


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AnIntroduction 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.


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The Communication Process

SENDER

RECEIVER

MEDIUM

Firm

Intermediary; Customer

Noise

Attitude: Self-Referencing Issues

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 marketing10 l.jpg
AnIntroduction 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.


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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!


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Classic Marketing Development Sequence

Time/Space

1930’s

Today


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AnIntroduction 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 l.jpg
customer relationship management

A discipline in marketing combining database and computer technology with customer service and marketing communications.

Customer relationship management (or 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, personalizedmarketing communication whether the customer sees an ad, visits a Web site, or calls customer service.

C R M

American Marketing Association


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AnIntroduction 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.


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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.


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Overall Discussion and Questions

  • Syllabus and assignments

  • Textbook

  • Objectives

  • What marketing is

  • Who is involved in the course

  • ____________________

  • ____________________

  • ____________________


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