MARKETING

CONCEPTS........
 21st -century
Marketplace transition marketplace
from the 1950s Transition of
information technology
Logistics/
digitalization
Market
Cost-cutting orientation
re-engineering

Price competition
Growing emphasis
Rise of quality towards
competitiveness
– emergence of
strategic marketing
Globalization concept

Re-emergence of Rediscovery of the

competition marketing concept

1950s–1960s 1970 1980 1990 2000

 Holistic Marketing
Dimensions
• Holistic marketing includes these
dimensions:
– Internal marketing(Eg. Xerox)
– Socially responsible marketing(Eg.Avon)
– Relationship marketing(BMW)
– Integrated marketing
 Avon
Why do companies engage in cause marketing?
 The Four Ps
The Four Cs

Marketing
Mix

Place
Product

Convenience
Customer
Solution Price Promotion

Customer Communication
Traditional Organization
Chart

Top
Management

Middle Management

Front-line people

Customers
Customer-Oriented
Organization Chart
Customers

Front-line people

Middle management

s
C

er
us

m
t

Top
om

to
us
manage-
er

C
s

ment
 Evolving Views of
Marketing’s Role

Finance
Production
Production Finance
Human
resources
Marketing Human
resources Marketing

a. Marketing as an b. Marketing as a more

equal function important function
 Evolving Views of
Marketing’s Role
Production on
cti

Fi
du

na
ro

nc
P

e
Marketing Customer
re
Hu ur

ce M
so

ur an
n ar

s
ma ces

ce
ke

so m
in tin
F

re Hu
n

c. Marketing as the d. The customer as the

major function controlling factor
 Evolving Views of
Marketing’s Role
Production

Marketing

Customer
re
Hu ur
so

e
m ces

n c
an

n a
Fi

e. The customer as the controlling

function and marketing as the
integrative function
MARKETERS ARE RESPONSIBLE
FOR DEMAND MANAGEMENT

Negative demand
Nonexistent demand
Latent demand
Declining demand
Irregular demand
Full demand
Overfull demand
Unwholesome demand
• “Our plan is to lead the public with new
products rather than ask them what
kind of products they want. The public
does not know what is possible, but we
do. So instead of doing a lot of market
research, we …try to create a market
for a product by educating [the public
about what the product can do for
them]. ”
(Akio Morita, CEO of Sony)
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS
ARE BUILT

• A Marketing Program for

Rollerblade
– Expanding the Market for Rollerblade
Skates
– Exploiting Strengths in Technology
DISNEY
• “We run theme parks” “
• We provide fantasies”
 Task for today………
• Name two service firms that, in your
opinion, do a good marketing job.
Explain your reason