THE MARKETING CONCEPT Changes in commercial function Definitions of the concept and key principles...
-
Upload
caroline-cunningham -
Category
Documents
-
view
214 -
download
0
Transcript of THE MARKETING CONCEPT Changes in commercial function Definitions of the concept and key principles...
THE MARKETING CONCEPTChanges in commercial functionDefinitions of the concept and key principlesDynamics of the marketing approachEthics of the concept
The birth of commercial function (late 19th century - 1914)
•Large companies cross a threshold
•The growth of commercial function comes up against two hurdles
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
According to Meuleau M. (1988), “The introduction of marketing in France: 1880 –1973” Revue French Management Review, September – October
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
General management
ProductionAccounting
ManufacturingPurchasing Sales
The conditions for the advent of marketing coincide (1918-1939)
•The roaring twenties: the start of mass consumption
•The crisis of 1929: a trigger
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Generalmanagement
ProductionAccounting
ManufacturingPurchasingSales
preparation
Sales & mktg
Sales
Marketing is established in France (1950 -1970)
•A very different economic setting
•From the client to the anonymous consumer
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Generalmanagement
Production
Finances
Research Humanresources
Marketing
Sales & Mktg
ONE OF THE DEFINITIONS OF MARKETINGin the context of companies
• ALL COMPANY ACTIVITIES FOR CREATING, PROMOTING AND DISTRIBUTING PRODUCTS AND SERVICES IN A COST-EFFECTIVE WAY WITH A VIEW TO MEETING THE PRESENT OR FUTURE DEMANDS OF CONSUMERS.
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
A MORE GENERAL DEFINITION:
The management of commercial exchange in a competitive environment
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
A set of vendors A set of buyers
Information
Commercial activity
Money
Goods/services
According to Marion,2005
The supply/demand system
Gathering and analysing the informationDescribing current and potential customers as well as the competition
Developing an appropriate offerEstablishing a marketing approach
THE KEY PRINCIPLES for managing the supply system:
• A rationale for analysing the environment• demand: a central concept
• A rationale for strategic action: forewarning rather than suffering the consequences.• avoid "marketing myopia"• create and maintain a differential advantage• spread the marketing mindset throughout the company.
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
THE DYNAMICS OF THE MARKETING APPROACH
• l
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Overall design of supply:product,
price,Choice of
distribution chainscommunication:
publicity, sponsorship
Overall design of supply:product,
price,Choice of
distribution chainscommunication:
publicity, sponsorship
Incorporation of decisions into the companyIncorporation of decisions into the company
Knowledge of the environment: gathering of information
Understanding of the environment:Analysis of the information
Marketing strategy:Choice of supply/market duoCompetitive positioning
Commercial activity:product,price,distribution (point-of-sale management)promotion, POP, fairs,Direct marketing
Operational marketing
Marketing and competitive strategy
Marketing and analysis of theenvironment
1
2
3
4
5
6
OUTSIDE THE CONTEXT OF THE COMPANYMarketing can also be applied
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Laurence Chérel- Catherine MadridMARKETING TECHNIQUES Bordeaux
The three-way EVOLUTION OF MARKETING
ToTo SettingSetting
GoalGoal
Consumerseconomic environment
Product
ServicesAssociationsCultural projectsHumanitarian projectsPolitical projectsPublic services
High tech,Fashion,Luxury
Professionals Children
A more general definition can be applied to all of the areas of application: generic marketing
• The process by which the stakeholders - those who supply and those who demand - get what they want
through an act of exchange where a value is expressed• This is not necessarily a monetary value• The concept of exchange is central to this definition
• For further details, refer to the bibliography, or contact your tutorial leader when considering your career project,
Laurence Chérel- Catherine Madrid MARKETING TECHNIQUES Bordeaux
Limitations to the traditional definition of marketing
• The constraint of the customer as king,• The need/product relationship may be interactive• Requirements expressed in anticipation of latent needs
• The question of innovations
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Ethical limitations
• In the implementation of the marketing strategy
• For example, the abuse of documents
• In the design of the product offer• Inducement toward impulse buying• Positioning on suggestive topics• “Opportunistic” product without added quality
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
For example…• products presented in a circular at an attractive price for
a period of a week, which rapidly become unavailable for sale;
• an offer of free credit whereas the consumer is locked into revolving credit;
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
The rental company UCAR chose to be provocative in leading the charge to make the government institute a scrapping incentive to promote the replacement of old cars. May 2008
http://auto.rtl.fr/article/une-publicite-tres-provocatrice-autour-de-la-voiture-propre-106544
What arbiter(s) should one use?
•The consumer,•The marketing manager
•Value creation,
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
The value associated with the offer:• From marketing focused on the consumer and on
personal satisfaction• To marketing aiming simultaneously to provide personal
satisfaction by way of an appropriate solution for the entire company
• The mission of the brand: to chart the way
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Marketing 3.0 Philip Kotler, Ed de Boeck 2012
Publication may be included as reading matter
http://www.altereco.com/
Is the company I am analysing pursuing a marketing strategy?
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Is there a marketing
department?
yes
no
Existence of a
marketing strategy
Does the company stay up-to-date on customer
expectations
Does the company stay up-to-date on the competition
Is the company designing products
suited to the markets
YES