The New Marketing Mix: From Products to Customer Relationships

1. The New Marketing Mix: From Products to Customer Relationships Carlos F. Camargo

2. Every Organization Faces Transition Where We Are Transition Where We Need To Be

3. Much of the Problem Is Where We’ve Been

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!

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!

13. Distribution-Driven Distribution Concentration Locations Technology Consumer Media Mktr. Mktr. Mktr. Channel (Logistics) Information

14. Those Were Before the Transition of Information Technology

15. That Created a Totally New, Interactive Marketplace

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

17. Customer-Driven Needs/Wants Choice Purchasing Power Technology Customer Channel Mktr. Mktr. Mktr. Channel Information Media Media Media

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

20. Information Technology Transition Shifts Marketplace Power

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

23. Customer-Driven Needs/Wants Choice Purchasing Power Technology Customer Channel Mktr. Mktr. Mktr. Channel Information Media Media Media

24. A New Role for Marketing and Communication and Brands

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

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

31. Basic R-O-C-I Process

35. How Can We Relate These Best Practices to the Challenges We all Face in Getting Noticed and Promoting Loyalty

36. A New View: What Can Brands, Marketing And Communication Do to Build Your Business?

41. In Short, Use Marketing, Brands and Communication as Value Drivers and Value Builders

43. Brands, Marketing and Communication Must Contribute to Business Goals Must Provide Returns, Not Just Expenses

44. Only Customers Can Increase, Accelerate, Stabilize Cash Flows or Build Market Value

45. Marketers Should Manage for The Best Customer Mix, Not The Best Product Mix

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

49. Every Organization Faces Transition Where We Are Transition Where We Need To Be

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

52. That’s the Challenge of the 21st Century Marketplace

53. Thank You for Your Time, Your Attention and Hopefully, Your Interest