The Development of Marketing Thought
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Transcript of The Development of Marketing Thought
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The development of marketing thought
Dr.Sc. (Econ.) Carl-Johan Rosenbrijer
Department of Economy, Media and Engineering
ARBIT Applied Research in Business an [email protected]
arbit.arcada.fi
mailto:[email protected]:[email protected]:[email protected]:[email protected] -
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SIDA 2
The development of marketing thought
Transaction
Customer
Relationship
Product Core competenceThe companysresources
CustomerContact
Competitive Base
Traditional
Marketing
Network Management
Service
Marketing
Innovativeness,
learning
Network
Customer RelationshipManagement (CRM)
Episode
CustomerencounterPersonnel
1970-
1980-
1990-
2000-
Source: Tore Strandvik (2000)
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SIDA 3
What?
Product / brand:
Production oriented
Technical quality Capacity
Price
Distribution
Advertising and other
sales promotion
E.g.: Presidentti
coffee, Coca Cola,
Scania etc.
How?
Service
Production and consumption often
simultaneous
Functional quality
The customer encounter (moment
of truth)
Different services connected to the
product
Service concept = way of operating/ way of life
E.g.: Robert Paulig Coffee
Company, IKEA, Kone, etc.
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SIDA 4
Where?
Place of purchase
Distribution cental
Understanding the
customer process is
vital
Where is the
customer customer
flow?
Offer existing
products/services in
new places
E.g.: Esso and
groceries, R-kioski
and Post, Internet,
home etc.
When?
Timing
time: 24 hx7, life-cycle
Seasons: Summer,
autumn,winter and spring
Seasons: christmas,eastern
etc.
The customers perception of
time, changes (e.g.
computers,mobile phones etc.)
E.g. Fazer Bakerys,
Teleoperators,Banks etc.
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SIDA 5
The role of marketing and product/service
development
Role of
Product and
Service
development
Product/service
Development
And
marketing
Role of
Marketing and
sales
Role of
marketing
and
sales
PRODUCT/
SERVICE
New
Old
MARKET
NewOld
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SIDA 6
C
U
S
T
O
M
E
R
The traditional push role of marketing
S
UP
L
I
E
R
SP
SP
SP
SP
SP=Sales person
Marketing Mix:
product
price
place
sales promotion
Efficient sales:Take it or leave it
principle
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SIDA 7
Purchasing and competitive buying
C
U
S
T
O
M
E
R
S
S
S
S
B
Marketing mix
Efficient purchasing:
Competitive buying
I have the power
principle
B=BUYER
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SIDA 8
The role of marketing in the organisation is
changing
Marketing is not a function in a company
From product to customer focus
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SIDA 9
Marketing is not a function in a company
PRODUCTION LOGISTICS ACCOUNTING MARKETING IT
OPERATIVE MANAGEMENT
Marketing as
an isolated function!
THE ACTIVITIES ORGANISED AS INDEPENDENT FUNCTIONS
NO COORDINATION AND COMMUNICATION
THE COMPANY IS A PRISONER OF ITS FUNCTIONS
AND
CUSTOMER GETS WHAT IS PRODUCED!
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SIDA 10
Marketing is not a function in a company
PRODUCTION
IT
ACCOUNTINGLOGISTICS
MANAGEMENT
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SIDA 11
From product to customer focus
Product focus
Production
Technical quality
Product development dominates
Very transparent
price
functional comparisons easy
First produced then sold
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SIDA 12
From product to customer focus
The problems of the product focus
The customer is in a minimal role or not taken into consideration at
all
What is the role of the customer?
Consumer not a producer of value
The victim of sales dependent on the supplier
A comparer of different product and a competitive buyer
What does the customer get?
A product that perhaps does not create the value he could get
A product without any service
A product that is produced on the suppliers terms
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SIDA 13
From product to customer focus
Customer focus
The customer is the starting point
Time perspective important
Focus on the customers perceived value
The customer is unique
The customer relationship and understanding it in focus
Trust
Customer loyalty - commitment
