old marketingnewmarketingmay17510pm
Post on 19-Oct-2014
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Old Marketing, New Marketing
Amy Sauers, Ph.D.College of Technology & Management
St. Petersburg College
Overview
What is Marketing?Old MarketingMarketing in CrisisNew MarketingOld vs. New MarketingRelationship MarketingCustomer Relationship DevelopmentEmotions as Motivators
What is Marketing?Video http://www.youtube.com/watch?v=vj29qmLnBiE Your Turn: What do you think of when you think of marketing?
Old Marketing: The Marketing Process
1) Identify target.2) Sample them.3) Shout message at them.4) Measure sales.
Old Marketing: 4P’s
1) Product2) Place 3) Price4) Promotion
Your Turn: Why would this way of marketing be the old way?
Marketing in Crisis
“Marketing has overspent and underdelivered.”What do you think of when you hear the word “marketing?”
Marketing in CrisisCustomers are not on/off switches.You do not “target” your friend.Win-lose relationships always end up as lose-lose.
New Marketing
Customers are volume dials.
0
5
10
15
20
25
# Customers
# Purchases
New Marketing
Each customer is a niche target of 1.Use a DB to keep track of customer data.Co-create products along with customers.Of the customers, by the customers, and for the customers.
Old vs. New
Old Marketing: “We make, you take.”New Marketing: “We both make.”
New Marketing is…
SocialInteractiveAdaptiveUniqueAll about building relationships
Your Turn: Can you give an example of new marketing?
New Marketing is…
Relationship MarketingYour Turn: What is a good relationship like?What is the basis of a good relationship?Do good relationships start good and become great? How?Have marketers acted like good partners in a relationship?
Customer Relationships Develop in Stages
STAGE
4= Commitment3= Growth2= Exploration1= Awareness
Tim
e in
Rel
atio
nshi
p
1.0
.8
.6
.4
.2
-.0
-.2
-.4
-.6
Issue: Keeping it Real
Marketers reach customers with DB information, but…The communication is not genuine.Your Turn: Can you give an example where this happened to you?
Relationships going bad…
Your Turn: What is it like when your relationships go bad?Dysfunctional marriage modelDifferent from functional relationship development model
What to do?
Meet customers “where they are” in the relationship stages.Clip: Genuine communication http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2241
What Motivates?
Your Turn: What motivates you? What motivates you to spend more time with someone?Emotions
What Motivates?
Brain formed in layers through evolutionReptilian – emotion?Mammalian – emotion?Homo Sapien – emotion?
Understand Customer Emotional Stages
Emotions motivate customers to go to the next stage.Clip: It’s always been a matter of trust. http://www.youtube.com/watch?v=6yYchgX1fMw
Conclusion
What is Marketing?Old MarketingMarketing in CrisisNew MarketingOld vs. New MarketingRelationship MarketingCustomer Relationship DevelopmentEmotions as Motivators
Conclusion"The key to this business is personal
relationships. Suddenly it was all clear. The answer was fewer clients. Caring for them, caring for ourselves, and the games too... We must crack open the tightly clenched fist and give back a little for the common good, we must simply be the best versions of ourselves... that goodness will be unbeatable and the money will appear" (Crowe, C., Jerry Maguire, 1996)