Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

BFBM(4-2015) Marketing in 21st Century

4.150 Aufrufe

Veröffentlicht am

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

Veröffentlicht in: Business
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • good
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

BFBM(4-2015) Marketing in 21st Century

  1. 1. MARKETING IN 21ST CENTURY Prof.Dr.Aung Tun Thet
  2. 2. INTRODUCTION
  3. 3. CHANGE Occurring at accelerating rate Today not like yesterday Tomorrow different from today Continuing today’s strategy risky
  4. 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. 5. NEW BEHAVIOURS AND CHALLENGES Customers expect higher quality and service and customization Perceive fewer real product differences Show less brand loyalty
  6. 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. 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. 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. 9. NEW BEHAVIOURS AND CHALLENGES Building entertainment into stores with coffee bars, lectures, demonstrations, and performances Marketing “experience”
  10. 10. COMPANIES RESPONSES AND ADJUSTMENTS
  11. 11. COMPANY RESPONSES AND ADJUSTMENTS ➤ Reengineering From functional departments To reorganizing by key processes - managed by multidiscipline teams
  12. 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. 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. 14. COMPANY RESPONSES AND ADJUSTMENTS ➤Benchmarking From relying on self-improvement To studying world-class performers and adopting best practices
  15. 15. COMPANY RESPONSES AND ADJUSTMENTS ➤Alliances From trying to win alone To forming networks of partner firms
  16. 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. 17. COMPANY RESPONSES AND ADJUSTMENTS ➤ Market-centered From organizing by products To organizing by market segment
  18. 18. COMPANY RESPONSES AND ADJUSTMENTS ➤ Global and local From being local To being both global and local
  19. 19. COMPANY RESPONSES AND ADJUSTMENTS ➤ Decentralized From being managed from top To encouraging more initiative and “intrepreneurship” at local level
  20. 20. MARKETER RESPONSES AND ADJUSTMENTS
  21. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 37. MARKETING
  38. 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. 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. 40. SELLERS’ FOUR PS CORRESPOND TO THE CUSTOMERS’ FOUR CS 4Ps 4Cs Product Customer solution Price Customer cost Place Convenience Promotion Communication
  41. 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. 42. FUTURE OF MARKETING COMMUNICATIONS
  43. 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. 44. BUSINESSES DELIVER RIGHT MESSAGE AT RIGHT TIME IN RIGHT CHANNEL
  45. 45. MARKETING COMMUNICATIONS Highly individualized Two way conversations in multiple channels
  46. 46. BUSINESSES Adapt to this approach Prepare themselves to operate quickly and strategically Gauge success Start preparing!
  47. 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. 48. 1. GATHER RIGHT DATA Data architecture setup critical Centralized database absolutely necessary Automated processes
  49. 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. 50. 2. PUT RECIPIENTS IN CONTROL Giving recipients to manage preferences give marketers an advantage Recipients control messaging received
  51. 51. 3. CENTRALIZE CONTENT, USE IT EVERYWHERE Businesses prepare content for particular communication Don’t consider how content used in other channels
  52. 52. 3. CENTRALIZE CONTENT, USE IT EVERYWHERE Content centralized and used for multiple purposes Content archive accessed after publication
  53. 53. 4. OPERATE IN REAL-TIME Real-time data management Real-time decisions React properly to changes in business environment
  54. 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. 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. 56. THANK YOU!

×