difference between traditional marketing process and modern marketing concept.

1. Traditional Marketing vs Rethinking Marketing
Comparison Study
Vijin V
PGDM 1
15PGM 51

2. Traditional marketing Rethinking marketing
Marketing is a process of
planning and executing the conception,
pricing, promotion and distribution of
ideas goods and services to create
exchanges that satisfies individual and
organizational objectives.
Emphasis is placed on the
whole relationship between suppliers and
customers. The aim is to provide the best
possible customer service and build
customer loyalty.
Companies can interact with
customers with the help of Powerful
technologies like D/W for understanding
and interacting with customers Which
can help to radically reorganize in
“Cultivating Relationships” ahead of
building brands.

3. Traditional marketing Rethinking marketing

4. Traditional marketing Rethinking marketing
 To sell to the customer by hook or crook the
product that you have
 Taking into account what the customer
needs and offering him the same
 Product Profitability  Customer Profitability
 This involves Push Strategy  It is planning concept
 Customers don’t have much say in what
they actually need
 Products are tailor-made to suit the
consumer
 Brand Equity  Customer equity
 Mass Message  Personally relevant messages
It only focuses on immediate sale to the
person in front of you
 It focuses on customer retention
It is a short term process  It is a long term process

5. Traditional marketing Rethinking marketing
 Traditional and a customer-cultivating
Process
 Traditional marketing focuses to push
products and brands.
 Firm focuses on Product Profitability.
Chief Marketing Officer
Brand Manger
Shift from pushing individual products to
building long-term customer relationships.
Marketing Department to “Customer
Department”
Firm changes its focus from Product
Profitability to Customer profitability
Replaces the CMO to Customer Officer
Brand Managers to Customer managers

6. Change In Company’s Prospective

8. THE CHANGE PROCESS
 Companies need to focus less on product profitability and more on customer Profitability.
 Designing and executing the firm’s customer relationship strategy.
 Ultimate expression of marketing - Identify customers’ product needs.
 Scope of analysis shifts from an aggregate view to an individual view of customer.
 Shifts its attention to acquiring the customer input that will drive improvements in customer-
focused metrics.
 Customer must be brought into the design process.
 Make the customers feel touched, moved and inspired.
 Let your customers participate in company’s key decisions
 Let your customers chose and design their product.
 Pay less attention to current market share and more attention to customer equity share.