2. OLD
system
NEW
system
• Mass
produc/on
• Product
personaliza/on
• Standardized
products
• Personalized
products
• Long
PLC
• Short
PLC
• Average
customer
• Individual
customer
• one-‐2-‐many
• one-‐2-‐one
communica/ons
communica/ons
• Long
NPD
cycle
• Long-‐term
rela/onships
Vasiliy
Staros/n
2
3. • Crowded
market
• Increase
in
buying
power
• Emerging
industries
• Wide
range
of
brands
to
choose
from
• A
great
amount
of
info
about
products
Vasiliy
Staros/n
3
4. Mass
offerings
=
Averaged
product
for
Averaged
customer
“In
terms
of
rela1ons
between
company
and
customer,
the
absolute
majority
of
consumers
expect
companies
treat
them
as
an
individual
not
as
a
segment
or
target”
(Brǿndmo,
2004)
Vasiliy
Staros/n
4
5. • Oversegmenta/on
(Kotler,
2005)
• Customer
variability*
• Syndrome
of
sophis/cated
customer
*
See
Maslow
Vasiliy
Staros/n
5
6. The
challenge
for
the
companies
is
the
reten/on
of
customers
instead
of
geQng
new
clients.
CLV
concept
(customer
life/me
value)
Vasiliy
Staros/n
6
7. One-‐way
interrup5on
marke5ng
is
yesterday’s
message
(Seth
Godin)
• You
are
watching
your
favorite
TV
show
• You
are
reading
an
interes1ng
ar1cle
• You
are
listening
to
the
radio
Vasiliy
Staros/n
(c)
7
8. 1. Marke5ng
simply
meant
adver5sing
2. Adver5sing
needed
to
appeal
to
the
masses
3. Adver5sing
relied
on
interrup5ng
people
to
get
them
to
pay
aDen5on
to
message
4. Adver5sing
was
one-‐way:
company-‐to-‐
consumer
5. Adver5sing
was
exclusively
about
selling
products
6. Adver5sing
and
PR
were
separate
disciplines
run
by
different
people
with
separate
goals,
strategies
and
measurement
criteria
Vasiliy
Staros/n
(c)
8
9. 1. Marke5ng
is
more
than
just
adver5sing
2. You
are
what
you
publish
3. People
want
authen5city,
not
spin
4. People
want
par5cipa5on,
not
propaganda
5. PR
is
not
about
your
boss
seeing
your
company
on
TV!
Vasiliy
Staros/n
(c)
9
10.
11. “The
marketer
with
the
greatest
scope
of
informa/on
about
each
par/cular
customer
with
the
most
extensive
and
in/mate
rela/onship
will
be
the
more
efficient
compe/tor”
(Peppers,
Rogers;
One2one
future)
Vasiliy
Staros/n
11
12. Why
will
you
purchase?
2008
2007
Value
80%
81%
Required
51%
56%
Replacement
30%
30%
Child
wanted
it
21%
26%
Trendy/Fashionable
18%
22%
Influenced
by
friends
4%
4%
Source:
NPD
Vasiliy
Staros/n
12
13. (adopted
from
Ke-nger,
Hachbarth,
1997)
Defining
the
audience
GeQng
the
info
and
geQng
the
info
Compare
Assessing
opportuni/es
alterna/ves
and
competences
Assess
and
making
a
choice
NPD
and
posi/oning
SELLER
BUYER
Order
and
purchase
Deal
and
delivery
Acquiring
the
product
Support
and
post-‐sale
service
Authoriza/on
and
payment
Evalua/on
and
further
improvement
Evalua/on
and
feedback
13
14. 1. Shifing
from
mass
communica/on
towards
personalized
contacts
2. Customers
become
ini/ators
3. Integrated
approach
4. Ac/ve
customer
involvement
5. Massive
usage
of
IT
14
