Better Future Better Myanmar 2015 စီးပြားေရးဆိုင္ရာ အခမဲ့ေဟာေျပာပြဲအစီအစဥ္မ်ား၏ စတုတၳေျမာက္ေဟာေျပာပြဲကို "Marketing in 21st Century"

1. MARKETING IN 21ST CENTURY Prof.Dr.Aung Tun
Thet

2. INTRODUCTION

3. CHANGE
Occurring at accelerating rate
Today not like yesterday
Tomorrow different from today
Continuing today’s strategy risky

4. TOMORROW’S SUCCESSFUL
COMPANIES
Three certainties
1. Global forces continue to affect everyone’s
business and personal life
2. Technology continue to advance
3. Continuing push toward deregulation
Endless opportunities

5. NEW BEHAVIOURS AND CHALLENGES
Customers expect higher quality and service
and customization
Perceive fewer real product differences
Show less brand loyalty

6. NEW BEHAVIOURS AND CHALLENGES
Obtain extensive product information from
Internet and other sources
Shop more intelligently
Showing greater price sensitivity in search for
value

7. NEW BEHAVIOURS AND CHALLENGES
Brand manufacturers facing intense
competition from domestic and foreign brands
Rising promotion costs and shrinking profit
margins
Powerful retailers

8. NEW BEHAVIOURS AND CHALLENGES
Oversaturation of retailing
Growing competition from direct-mail firms;
newspaper, magazine, and TV direct-to-
customer ads; home shopping TV; and Internet
Shrinking margins

9. NEW BEHAVIOURS AND CHALLENGES
Building entertainment into stores with coffee
bars, lectures, demonstrations, and
performances
Marketing “experience”

10. COMPANIES RESPONSES AND
ADJUSTMENTS

11. COMPANY RESPONSES AND
ADJUSTMENTS
➤ Reengineering
From functional departments
To reorganizing by key processes - managed
by multidiscipline teams

12. COMPANY RESPONSES AND
ADJUSTMENTS
➤ Outsourcing
From making everything inside company
To buying more products from outside
Virtual companies outsource everything - own
few assets and earn extraordinary rates of
return

13. COMPANY RESPONSES AND
ADJUSTMENTS
➤ E-commerce
From attracting customers to stores and having
salespeople call on offices
To making products available on Internet
B2B purchasing growing fast on Internet
Personal selling increasingly conducted
electronically

14. COMPANY RESPONSES AND
ADJUSTMENTS
➤Benchmarking
From relying on self-improvement
To studying world-class performers and
adopting best practices

15. COMPANY RESPONSES AND
ADJUSTMENTS
➤Alliances
From trying to win alone
To forming networks of partner firms

16. COMPANY RESPONSES AND
ADJUSTMENTS
➤ Partner–suppliers
From using many suppliers
To using fewer but more reliable suppliers who
work closely in “partnership” relationship

17. COMPANY RESPONSES AND
ADJUSTMENTS
➤ Market-centered
From organizing by products
To organizing by market segment

18. COMPANY RESPONSES AND
ADJUSTMENTS
➤ Global and local
From being local
To being both global and local

19. COMPANY RESPONSES AND
ADJUSTMENTS
➤ Decentralized
From being managed from top
To encouraging more initiative and
“intrepreneurship” at local level

20. MARKETER RESPONSES AND
ADJUSTMENTS

21. MARKETER RESPONSES AND
ADJUSTMENTS
Rethinking philosophies, concepts, and tools
Major marketing themes
➤ Relationship marketing
From focusing on transactions
To building long-term, profitable customer
relationships
Companies focus on most profitable customers,
products, and channels

22. MARKETER RESPONSES AND
ADJUSTMENTS
➤ Customer lifetime value
From making profit on each sale
To making profits by managing customer
lifetime value
Deliver needed product on regular basis at
lower price per unit to enjoy customer’s
business for longer period

23. MARKETER RESPONSES AND
ADJUSTMENTS
➤ Customer share
From focus on gaining market share
To focus on building customer share
Offering larger variety of goods to existing
customers
Training employees in cross-selling and up-
selling

24. MARKETER RESPONSES AND
ADJUSTMENTS
➤Target marketing
From selling to everyone
To being best firm serving well-defined target
markets
Facilitated by special-interest magazines, TV
channels, and Internet newsgroups

25. MARKETER RESPONSES AND
ADJUSTMENTS
➤ Individualization
From selling same offer in same way
To everyone in target market to individualizing
and customizing messages and offerings

26. MARKETER RESPONSES AND
ADJUSTMENTS
➤ Customer database
From collecting sales data
To building data warehouse of information
about individual customers’ purchases,
preferences, demographics, and profitability
“Data-mine” to detect different customer need
clusters and make differentiated offerings to
each cluster

27. MARKETER RESPONSES AND
ADJUSTMENTS
➤Integrated marketing communications
From reliance on one communication tool such
as advertising
To blending several tools
Deliver consistent brand image to customers at
every brand contact

28. MARKETER RESPONSES AND
ADJUSTMENTS
➤Channels as partners
From thinking of intermediaries as customers
To treating them as partners in delivering value
to final customers

29. MARKETER RESPONSES AND
ADJUSTMENTS
➤Channels as partners
From thinking of intermediaries as customers
To treating them as partners in delivering value
to final customers

30. MARKETER RESPONSES AND
ADJUSTMENTS
➤Every employee marketer
From thinking that marketing done only by
marketing, sales, and customer support
personnel
To recognizing that every employee customer-
focused

31. MARKETER RESPONSES AND
ADJUSTMENTS
➤ Model-based decision making
From making decisions on intuition or slim data
To basing decisions on models and facts on
how marketplace works

32. SUCCESSFUL COMPANIES
➤ Sail safely through rough but promising,
waters ahead
Change marketing as fast as marketplaces and
marketspaces change
Build customer satisfaction, value, and
retention

33. MARKETERS
Aware of effect of globalization, technology,
and deregulation
Not satisfy everyone
Start with market segmentation
Develop market offering positioned in minds of
target market

34. MARKETERS
Products successful if they deliver value (ratio
of benefits and costs) to customers
Relationship marketing - build enduring,
mutually satisfying bonds with customers and
other key parties

35. MARKETERS
Reaching out to target market entails
communication channels, distribution channels, and
selling channels
Pay close attention to trends and developments
Make timely adjustments to marketing strategies

36. SMART COMPANIES
Add “higher order” image attributes
Supplement both rational and emotional benefits
Alter marketing activities, tools, and approaches
Keep pace with changes faced today and tomorrow

37. MARKETING

38. BREAKING ALL RULES
Instead of commissioning expensive
marketing research, spending huge sums on
advertising, and operating large marketing
departments
Stretch limited resources, live close to
customers, and create more satisfying solutions
to customers’ needs
Buyers clubs, Creative public relations, and
focus on delivering quality products
Win long-term customer loyalty

39. MARKETING MIX
PRODUCT PRICE PROMOTION PLACE
Product variety
Quality Design
Features Brand
name
Packaging
Sizes Services
Warranties
Returns
List price
Discounts
Allowances
Payment
period Credit
terms
Sales
promotion
Advertising
Sales force
Public
relations
Direct
marketing
Channels
Coverage
Assortments
Locations
Inventory
Transport

40. SELLERS’ FOUR PS CORRESPOND TO
THE CUSTOMERS’ FOUR CS
4Ps 4Cs
Product Customer solution
Price Customer cost
Place Convenience
Promotion Communication

41. THREE STAGES OF MARKETING
PRACTICE
1. Entrepreneurial marketing
2. Formulated marketing
3. Intrepreneurial marketing
Creativity and passion used by today’s and
tomorrow’s marketing managers

42. FUTURE OF MARKETING
COMMUNICATIONS

43. MARKETING COMMUNICATION
Changing rapidly
Past - Businesses create one message and
distribute it to large group of recipients
Present - Personalized approach and expect
marketing messages that meet expectations

44. BUSINESSES DELIVER RIGHT
MESSAGE AT RIGHT TIME IN RIGHT
CHANNEL

45. MARKETING COMMUNICATIONS
Highly individualized
Two way conversations in multiple channels

46. BUSINESSES
Adapt to this approach
Prepare themselves to operate quickly and
strategically
Gauge success
Start preparing!

47. 1. GATHER RIGHT DATA
Determining what data needed to segment,
personalize and communicate effectively
User’s profiles with social network and mobile
information
Collecting additional data for personalization
Incorporating data in other areas (CRM
systems, email tracking results, sales history,
etc.)

48. 1. GATHER RIGHT DATA
Data architecture setup critical
Centralized database absolutely necessary
Automated processes

49. 2. PUT RECIPIENTS IN CONTROL
Allow recipients to establish choice of message
topics, time and frequency at which they receive
them and in channel they want
Deliver better communications
Provide wealth of data to better understand
wants and needs of audience

50. 2. PUT RECIPIENTS IN CONTROL
Giving recipients to manage preferences give
marketers an advantage
Recipients control messaging received

51. 3. CENTRALIZE CONTENT, USE IT
EVERYWHERE
Businesses prepare content for particular
communication
Don’t consider how content used in other
channels

52. 3. CENTRALIZE CONTENT, USE IT
EVERYWHERE
Content centralized and used for multiple
purposes
Content archive accessed after publication

53. 4. OPERATE IN REAL-TIME
Real-time data management
Real-time decisions
React properly to changes in business
environment

54. 4. OPERATE IN REAL-TIME
Social media channels generating content in
real time
News/press proliferated quickly
React, generate content/responses and
distribute/publish content quickly and
efficiently

55. 4. OPERATE IN REAL-TIME
Employees understand culture of business
Communicate on its behalf o be successful
Businesses educate and support employees
Real time communication encouraged

56. THANK YOU!