export marketing veikko laine marketing theories there is no ”one-size-fits-all” theory....
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Export MarketingVeikko Laine
MARKETING THEORIESThere is no ”one-size-fits-all” theory. Different Products (= Consumables, Customization,
Durables, Investment Commodities, Services, …) need different operational emphasizing.
1) Basic Marketing Theory: P. Kotler / ”4-P” (= Product, Price, Place, Promotion)
…Marketing MIX… …Tools for Competition…
Market = Standard products, mass production & …private consumption…
Products = Goods …(does not cover well ”services”, nor industry)…
Customer = Is ”taken for granted”, - (s)he is an ”outsider”…
Main target = How to affect the Customer so that (s)he buys……psychology, ..manipulation, mental force…
”4-P” suits for: Era of Production, Industrial era
Now however :
We live in a Post Industrial, Knowledge Based, Service Society… ?
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MARKETING THEORIES cont.
2) Additional Marketing Theory : Marketing of Services
New Market Key area : SERVICES
Main difference with ”4-P”: Customer participation, ..(s)he is an insider…
Operational features : ReliabilityResponsivenessAssurance (knowledge of the service process,
…leading the customer…)EmpathyTangibility
3) Theory : Network Marketing (…based on earlier + something new…) See Network pic.
New Market Key area : Industry & OrganizationsTarget difference : Not Private consumption, BUT Industrial Production
Marketing is more like ”Network-Network” (not only ”Company-Company”, B-2-B)
Main emphasize is to understand the Market, not so much on ”Marketing” (= the activity)…the ”place”, the market is not the same everywhere…
…networks are EVERYWHERE…
Attitude : …no force selling…
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MARKETING THEORIES cont.
3) Theory : Network Marketing cont.
Think : What kind of networks are there…? …characteristics…
New dimension, Relations (involving) :
ProfessionalTechnicalSocial (human relations)Planning, designCommercialJuridical, formal
New components to be considered :Actors ( who are involved, …who not…, …DMU)Operations (info… material, financial, services, value added…)Resources (exchange of…)
New findings : Customer and supplier are many-headed Those relations above, are important Relations outside the buyer/suppl. are also important => There is a dependency also with other companies/allies … Knowledge… (gathering, storing, analyzing, decisionmaking…)
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Example of a ”Network” => affecting the operations
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4) Theory : Total Quality Management (TQM) .
MARKETING THEORIES cont.
? Quality ? …everyone talks about it… …not well understood…
NOW, the Customer is placed at the Very Center
=> All functions must be directed towards “Quality” => The Customer
…comes from industry, was adopted by marketing theorists…
5) Present Theory : Customer Relationship Marketing (CRM),
uses all previous theories, with an emphasis on :
Relationships (=> 30 Relationships) Pls. Check the “30-R” Word doc.NetworksInteraction
Relationship properties, are another new dimension :
Co-operation, collaboration (between everyone involved)
Longevity (no hit-and-run, switching costs, learning curve etc.)
Commitment, dependency, significance, importance (JOT, Price only, Price + interaction (personal involvement), - structural dimension = mutual resources)
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MARKETING THEORIES cont.
5) Present Theory : Customer Relationship Marketing (CRM), cont.
Relationship properties, are another new dimension : cont.
Trust, risk, uncertainty (used cars dealer, doctors, banks, consultants)
Power (scarcity, need, urgency, dependency, monopoly)
Frequency, regularity and intensity (training, schooling, buying from a kiosk)
Adaptation (first learn how to use.. learn something again…)
Attraction (high image…”sexy”, Brand name)
Closeness vs. remoteness (physical, mental, emotional, culture, instrumental )
Formality, informality and transparency (legal contracts & understanding)
Routine (efficiency, economy, machine-to-machine, FOB, CIF, L/C) Content (exchange, Win-Win, value added)
Personal, social properties (age, sex, profession, charisma, chemistry etc.).
The interrelated importance of these properties can vary very much. …true Expert, Specialist…
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The use of a proper M-theory or a mixture of them
Export MarketingVeikko Laine
(= Customer Relationship Management)
(= MARKET)
Mixture of Marketing Theories
Export MarketingVeikko Laine
Continue from here . => Marketing gen.