Marke&ng trajectories

Transcription

1 Marke&ng trajectories Silvia Rita Sedita 05/10/15 Footer Text 1

2 Chapter 1 Defining Marketing for the New Realities Copyright 2016 Pearson Educa&on Ltd. 1-2

3 Learning Objectives 1. Why is marketing important? 2. What is the scope of marketing? 3. What are some core marketing concepts? 4. What forces are defining the new marketing realities? 5. What new capabilities have these forces given consumers and companies? 6. What does a holistic marketing philosophy include? 7. What tasks are necessary for successful marketing management? Copyright 2016 Pearson Education Ltd. 1-3

4 Defini&ons 1935 The performance of business ac&vi&es that direct the flow of goods and services from producers to consumers 1985 The process of planning and execu&ng the concep&on, pricing, promo&on, and distribu&on of ideas, goods and services to create exchanges that sa&sfy individual and organiza&onal objec&ves 2004 An organiza&onal func&on and set of processes for crea&ng, communica&ng and delivering value to customers and for managing customer rela&onships in ways that benefit the organiza&on and stakeholders 2007 Marke&ng is the ac&vity, set of ins&tu&ons, and processes for crea&ng, communica&ng, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large Marketing is about identifying and meeting human and social needs 05/10/15 Wilkie and Moore (2006); Lib (2007) 4

5 Marketing Management The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value COPYRIGHT 2016 PEARSON EDUCATION, INC. Copyright 2016 Pearson Education Ltd. 1-5

6 What is Marketed? Goods Services Properties Experiences Persons Oprah Winfrey: talk show veteran COPYRIGHT 2016 PEARSON EDUCATION, INC.

7 What is Marketed? Places Organizations Information Events Ideas Expo 2015 Product and services are platforms for delivering some idea or benefit

8 Marke&ng at the University The first course of marke&ng was taught by Dr. E.D. Jones in 1902, at the University of Michigan (Maynard, 1941), but the &tle was The Distribu&ve and Regula&ve Industries of the US (Bartels, 1951) The first course of Marke&ng was taught by Ralph Starr Butler at the University of Wisconsin in /10/15 Footer Text 8

9 The origins Ini&ally the discipline of marke&ng was dominated by an applied economics approach, where great afen&on was given to the empirism and the observa&on of the produc&on and distribu&on processes of tangible goods. At the beginning of the XX century the scien&fic debate deepen and move towards the formula&on of the first scien&fic theories on sales management Taylor (1911/1998) From the art of salesmanship into a science of selling (Strong and D Amico, 1991) From the 50s the importance of the analysis of customer needs arises. 05/10/15 Footer Text 9

10 The origin of marke&ng Business orienta&on shijs from product to market 05/10/15 Elaborated from Jones and Richardson (2007:18) 10

11 The evolu&on of Marke&ng Oil shock- driven stagfla&on Low- demand period 05/10/15 Source: hfp://forbesindia.com/ar&cle/ckgsb/the- thinker- interview- with- philip- kotler- the- father- of- marke&ng/36951/0 Footer Text 11

12 The evolu&on of Marke&ng From tac&cal to strategic marke&ng! Marke&ng 1.0 Marke&ng 2.0 From the 80s STP preceeds 4Ps Source: hfp://forbesindia.com/ar&cle/ckgsb/the- thinker- interview- with- 05/10/15 philip- kotler- the- father- of- marke&ng/36951/0 Footer Text 12

13 The evolu&on of Marke&ng 1989 is a &pping year for globaliza&on 1989 Network compu&ng shortens distances The rise of the network society Source: hfp://forbesindia.com/ar&cle/ckgsb/the- thinker- interview- with- 05/10/15 philip- kotler- the- father- of- marke&ng/36951/0 Footer Text 13

14 The evolu&on of Marke&ng Financial bubble buy now, pay later is over low- trust environment Consumers believe one another more than they believe in companies. Source: hfp://forbesindia.com/ar&cle/ckgsb/the- thinker- interview- with- 05/10/15 philip- kotler- the- father- of- marke&ng/36951/0 Footer Text 14

15 Key issues for marketers Technology Internet and mobile E- commerce Social network and blogs à BIG DATA Globaliza&on Interna&onal trade FDI (foreign direct investments) Global outsourcing, global supply chain Re- shoring à THE WORLD IS FLAT Social responsibility ethical environmental legal Social!WELL BEING

16 Key issues for marketers Technology Internet and mobile E- commerce Social network and blogs à BIG DATA Globaliza&on Interna&onal trade FDI (foreign direct investments) Global outsourcing, global supply chain Re- shoring à THE WORLD IS FLAT Compe&&veness Social responsibility ethical environmental legal Social!WELL BEING Plamorms Green innova&on

17 What s next? Value- driven marke&ng! 05/10/15 Listen to Philip Kotler at hfps:// 17

18 References Bartels R. (1951) Influences in the development of marke&ng thought, , Journal of Marke&ng, 16(1):1-17. Jones D.G.B. and Rchardson A.J. (2007) The myth of the marke&ng revolu&on, Journal of Macromarke&ng, 27 (1): Handy C. (1997) Finding Sense in Uncertainty in Rowan Gibson, Rethinking the Future: Rethinking Business, Principles, Compe88on, Control and Complexity, Leadership, Markets, and the World. London: Nicholas Brealey Publishing. Kotler P., Kartajaya H., Se&awan I. (2010) marke&ng 3.0, Wiley&Sons, Hoboken, NJ. Lib A. (2007) Defini&on of marke&ng, ELMAR: Electronic Marke&ng, 24 December. Maynard H.H. (1941) Early teachers of marke&ng, Journal of Marke&ng, 7(2): Strong J.T. and D Amico M.F. (1991) American sales management prac&ce and thought: Development to World War II, available at: hfp://faculty.quinnipiac.edu/charm/charm%20proceedings/charm%20ar&cle%20archive%20pdf %20format/Volume%205%201991/227%20strong%20d'Amico.pdf Taylor F.W. (1911/1998) The Principles of Scien&fic Management, Mineola: Dover Publica&ons. Wilkie W.L. and Moore, E.S. (2006) Macromarke&ng as a pillar of marke&ng thought, Journal of Marke&ng, 26 (2): /10/15 Footer Text 18