marketing management adeeb munim
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Marketing Management Scène of New MillenniumTRANSCRIPT
Marketing Management Marketing Management Scène of the New Scène of the New
MillenniumMillenniumIIM – CNAM January 2008IIM – CNAM January 2008
Adeeb MunimAdeeb Munim
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• Reflects Reflects Research, Research, Thinking, Thinking, Experience from 4 Experience from 4 Continents Continents
• Principles & Principles & Practices Practices in in Western & Eastern Western & Eastern marketsmarkets
Focus on Marketing Functions: Consumer-influenced & Technology-induced changes
Scope of the article“Marketing Management – Intern’l
Perspectives”
• Equal Vision Equal Vision
• Western World Western World pioneeredpioneered & Eastern & Eastern World World imitate, adapt imitate, adapt to Needs, Values, to Needs, Values, CultureCulture
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Content
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Beginning Enlarged Sales Management = Responsive Selling
20th Century Science = Process, Planning to deliver G&SMid …. Product Design + Communication + Consumer
Behavior Customer Studies+ Ethics+ Social Response
End …. Relationships + Relationships + Communication /Media
Obsolescence + Flexible Prod. + Digital Marketing
Today Functions spreading Production, Consumption
Obsolescence Planning, Flexible Prod. System , Outsourcing Strategy
Keyword: Keyword: Marketing Management in Continuous Marketing Management in Continuous ChangeChange
What is Marketing Management ?
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Factors of Change• Consumer AwakeningConsumer Awakening
More servicesMore services
• CompetitionCompetition Enlightment of Marketer communityEnlightment of Marketer community
• Development of TechnologyDevelopment of Technology IT, Internet , Mobile PhonesIT, Internet , Mobile Phones
Keywords: Consumer, Competition, Keywords: Consumer, Competition, TechnologyTechnology
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Impact of Technology Change
Corporation ModelOperations
Traditional ->InnovativeGeocentric -> Multi-location
Customer BehaviorCustomer Loyalty StrategyCRM / MultichannelDirect Selling, Marketing
New Regulations
IntegrationNew SystemSupplier/Distributer
Interactive MarketingNew Retail Citizen
Independent, EmpoweredHi Quality, Lo CostAnytime, AnywhereFast DeliveryPayment Security
Marketing: Fast, Flexible, Focus, Marketing: Fast, Flexible, Focus, Friendly, FunFriendly, Fun
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• Market Manger Market Manger ConcernConcern
CRM /MultichannelCRM /MultichannelCustomer LoyaltyCustomer Loyalty
• Supply ChainSupply ChainCurrencies, LawsCurrencies, LawsLanguagesLanguages
• New challengesNew challengesCommunicationCommunicationcross border,cross border,Logistics, CustomsLogistics, Customs
• E-markets E-markets segmentsegmentVertical, HorizontalVertical, Horizontal
E-markets successful attitudes: E-markets successful attitudes: Expertise, Partnership, Brand, Expertise, Partnership, Brand,
First MoverFirst Mover
Managing Relationships
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Multichannel MarketingTraditional & e-commerce, e-procurement Traditional & e-commerce, e-procurement Internet, MobileInternet, Mobile
Multichannel Multichannel StrategiesStrategiesActivity Data DrivenActivity Data DrivenStandardized +OpenStandardized +OpenCustomization, Individual Customization, Individual Comm.Comm.Prod. Distribution & ReturnsProd. Distribution & Returns
DifficultiesDifficultiesLogistics, Fast DeliveryLogistics, Fast Delivery
TechniquesTechniquesData-mining analytical Data-mining analytical techniquestechniquesSpending PatternsSpending PatternsLike-minded Like-minded CustomersCustomers
Customer Base, Loyalty
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Multichannel MarketingRelationships between different channelsRelationships between different channels
ChallengesChallengesNew Gov. New Gov. RegulationsRegulationsTrustTrustNetwork PartnersNetwork PartnersOnline Marketing Online Marketing
Right Products & Good Right Products & Good LogisticsLogisticsInternal :BI, KMInternal :BI, KMExternal : CVM, CRM External : CVM, CRM IntegrationIntegrationOnline/OfflineOnline/OfflineIntertwined Purchasing, Logistics Intertwined Purchasing, Logistics
& Marketing & Marketing departmentsdepartmentsStock Level ReportsStock Level ReportsSupply Chain Reorganization Supply Chain Reorganization
Amazon.com, Dell.com
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Marketing ManagementBenchmarking Benchmarking
OperationalOperational EfficiencyEfficiency<><> Approaches, Approaches, MarketsMarkets
People, People, <><> Experiences Experiences
““Innovate or Evaporate” Innovate or Evaporate” Philip Kotler
Benchmarking, Innovation,
BOP Markets
BOP Bottom of PyramidBOP Bottom of PyramidWorld of Billion Poor People, World of Billion Poor People, C.K. PrahaladC.K. Prahalad•Purchase Power, Brand Conscious, Connected, Accept Purchase Power, Brand Conscious, Connected, Accept advanced Technologyadvanced Technology•hard-to-reach locationshard-to-reach locations
Shakti Amma, 800,000 Avon Ladies :
India, China, Brazil, Eastern Europe
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Viral, Buzz Marketing& Communication Strategy
Buzz Marketing : Buzz Marketing : Volunteers, Try, TalkVolunteers, Try, Talk, , TrustTrust, Exposure, Exposure
Viral distributionViral distribution
Networks: Networks: Millions Distributers, Cross Millions Distributers, Cross BordersBorders
¼ million Teens P&G, Coca Cola, Kellogs, ¼ million Teens P&G, Coca Cola, Kellogs, Penguin, Lee,Penguin, Lee,
Direct Selling Cies: Direct Selling Cies: Avon, Amway, OriflameAvon, Amway, Oriflame
Informal Practices + Hi Professional Informal Practices + Hi Professional PreparationPreparation
WOMM: WOMM: Word-Of-Mouth Word-Of-Mouth Marketing, Verbal Marketing, Verbal MarketingMarketingL. Wind L. Wind “WOM/Customer “WOM/Customer Behavior”, Ethics ?Behavior”, Ethics ?
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New Challenges for Marketing Managers
Global MarketsGlobal Markets= Global Logistics= Global Logistics= = Reaction TimeReaction Time
Develop Partnership: Develop Partnership: Supplier, Customer,Supplier, Customer,CompetitorCompetitor
Competes + Cooperates across Competes + Cooperates across Cultures & BoundariesCultures & Boundaries
Dispersed StructureDispersed StructureTeam Skills, Team Skills,
NetworkingNetworking
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Conclusion
Buzz Marketing linked Buzz Marketing linked to Services to Services IBM, Xerox, IBM, Xerox, GEGE
In Customer MindIn Customer Mind
Relationship & InteractionRelationship & Interaction
Demand-side Demand-side innovationinnovationDell, E-Bay, YahooDell, E-Bay, Yahoo
Evolving TechnologiesEvolving Technologies
Simplicity creates Simplicity creates LoyaltyLoyalty
More …More …Innovation, ChangesInnovation, ChangesSpread Marketing Spread Marketing
Funct. Funct.
ChangesChanges
Consumer Driven Consumer Driven Technology InducedTechnology Induced
Thanks to IT enablers Thanks to IT enablers Speed, ConnectivitySpeed, Connectivity
Marketing FunctionsMarketing FunctionsUniversal, Diff. Universal, Diff. East/West disappearEast/West disappear
New New Trends Trends
THANK YOU
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