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Marke&ng trajectories

Silvia Rita Sedita [email protected]

05/10/15 Footer Text 1

Chapter 1

Defining Marketing

for the New Realities

Copyright © 2016 Pearson Educa&on Ltd. 1-‐2

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

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

05/10/15 Wilkie and Moore (2006); Lib (2007) 4

Marketing is about identifying and meeting human and social needs

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.

1-5

Copyright © 2016 Pearson Education Ltd. 1-5

What is Marketed? •  Goods

•  Services

•  Properties

•  Experiences

•  Persons

COPYRIGHT © 2016 PEARSON EDUCATION, INC.

1-6

Oprah Winfrey: talk show veteran

•  Places

•  Organizations

•  Information

•  Events

•  Ideas

–  Product and services are platforms for delivering

some idea or benefit

What is Marketed?

Expo 2015

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 1911.


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.


The origin of marke&ng

05/10/15 Elaborated from Jones and Richardson (2007:18) 10

Business orienta&on shijs from product to market

The evolu&on of Marke&ng


Source: hfp://forbesindia.com/ar&cle/ckgsb/the-‐thinker-‐interview-‐with-‐philip-‐kotler-‐the-‐father-‐of-‐marke&ng/36951/0

Oil shock-‐driven stagfla&on

Low-‐demand period




Marke&ng 1.0 Marke&ng 2.0

From tac&cal to strategic marke&ng!

From the ‘80s STP preceeds

4Ps




1989

1989 is a &pping year

for globaliza&on

Network compu&ng shortens distances

The rise of the network society




2007-‐2009

Financial bubble

“buy now, pay later” is over

low-‐trust environment

Consumers believe one another more

than they believe in companies.

Key issues for marketers •  Technology

–  Internet and mobile –  E-‐commerce –  Social network and blogs

àBIG DATA •  Globaliza&on

–  Interna&onal trade –  FDI (foreign direct investments)

–  Global outsourcing, global supply chain

–  Re-‐shoring àTHE WORLD IS FLAT

•  Social responsibility –  ethical –  environmental –  legal –  Social

!WELL BEING

Key issues for marketers •  Technology

–  Internet and mobile –  E-‐commerce –  Social network and blogs

àBIG DATA •  Globaliza&on

–  Interna&onal trade –  FDI (foreign direct investments)

–  Global outsourcing, global supply chain

–  Re-‐shoring àTHE WORLD IS FLAT

•  Social responsibility –  ethical –  environmental –  legal –  Social

!WELL BEING

Green innova&on Plamorms

Compe&&veness

What’s next?

05/10/15 Listen to Philip Kotler at hfps://www.youtube.com/watch?v=FYAYwUmvSmk 17

Value-‐driven marke&ng!

References •  Bartels R. (1951) “Influences in the development of marke&ng thought, 1900-‐1923”, 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): 15-‐24 •  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): 158-‐9. •  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): 224-‐32.


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