4. 1940 1930 1920 1950 1960 Marketplace Transitions Product Development Nationalization Distribution Depression War Years Re-Construction Baby-Boom Development of Marketing
5. 1980 1970 1960 1990 2000 Marketplace Transitions Re-emergence of competition Globalization Rise of Quality Price Competition Cost-Cutting Re-engineering Logistics/ Digitalization Transition of Information Technology 21st Century Marketplace
6. Three Types of Organizations Evolved Customer Historical Current 21st Century Product Distribution
7. Because of Where We’ve Been, Marketing and Communications Are Unnatural Acts for Many Organizations!
8.
9. In a 4Ps-Managed Firm, You Don’t Need Brands or Marketing or Communications
10. All You Need Is a Superior Product, Lowest Price, Best Distribution, Most Exciting Promotion, Or, Some Combination of Those Elements!
11. Product Driven Raw Materials Technology Facilities Money Distribution Location Distribution Aggregation Needs/ Wants Purchasing Power Consumer Media Channel Marketer Information
12. Or, If You’re a Distribution-Driven Firm, All You Need Is Location, Location, Location And, Channels, Channels, Channels!
16. 1980 1970 1960 1990 2000 Marketplace In Transition Re-emergence of competition Globalization Rise of Quality Price Competition Cost-Cutting Re-engineering Logistics/ Digitalization Transition of Information Technology 21st Century Marketplace
18. Customer Media Channel Marketer Information Product Marketers Customer Information Channel Mktr. Mktr. Mktr. Distribution Marketers Media Customer Channel Mktr. Information Mktr. Mktr. Channel Media Media Customer Marketers Media
19. Customer Media Channel Marketer Information Product Marketers Customer Information Channel Mktr. Mktr. Mktr. Distribution Marketers Media Customer Channel Mktr. Information Mktr. Mktr. Channel Media Media Customer Marketers Media
21. Customer Media Channel Marketer Information Product Marketers Customer Information Channel Mktr. Mktr. Mktr. Distribution Marketers Media Customer Channel Mktr. Information Mktr. Mktr. Channel Media Media Customer Marketers Media
24. A New Role for Marketing and Communication and Brands
25.
26.
27. The 4 Levels of Integrated Marketing Communications Tactical Coordination Level 1: Level 2: Redefining Scope of Marketing Communication Level 3: Application of Information Technology Level 4: Financial and Strategic Integration
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29.
30. Closed Loop Systems Measurable Customer Behavior Present Customer Database Measurable, Marketer-Controlled Brand Activities Effects Measures Uncontrollable Brand Marketing From Environment Base Measure $ Income Flows
47. External/Internal Alignment Prod- uction Sales Mar- keting External Suppliers Internal Oper- ations External Activities Customers Integrating the System, Not the Pieces and Parts
48. The 5-Step Integrated Brand Communication Process 1. Customer Identification from Behavioral Database 2. Valuation of Customers/ Prospects 3. Creating and Delivering Brand Communication 4. Estimating Return-on-Customer- Investment 5. Budgeting, Allocation & Evaluation IBC
50. Customer Media Channel Marketer Information Product Marketers Customer Information Channel Mktr. Mktr. Mktr. Distribution Marketers Media Customer Channel Mktr. Information Mktr. Mktr. Channel Media Media Customer Marketers Media