What the hell is Marketing?
1

Do you know your customers?
2

Marketing idyll?
3

What is
marketing
today?
4

Few from 500 definitions:
5

1. Marketing is the ability to sell smoothly
6

2. Marketing
is satisfying
clients
needs!
7

3. Marketing is
the market
survival
strategy and
tactics. Mistake
can be costly!
8

4. Marketing -
tomorrow’s
sales?
9

Marketing is marketing!
I am sick and ill! 10

Dr. E. Goldratt about marketing:
11

Marketing Essence:
Influence the market
that it would want to
buy your service/
product, i.e. CREATE
Mafia offer- so good
that the customer
could not refuse.
12

Sales
Essence -
to close the
deal!
13

What is the Marketing product
- the idea or solution?
14

10 terms Marketing specialist should
be aware and be able to explain
(up to I.Mann)
1. What is marketing
2. 5P
3. Product life cycle
4. Segmentation
5. Positioning
6. Differentiation
7. AIDA
8. SWOT
9. Mafia Offer (Unique trade proposal)
10. ROI
15

5P
1. Product
2. Pricing
3. Promotion
4. Positioning
5. Publicity
6. Packaging
7. Pass-along
8. Permission
16

New P
17

Why? What Changed?
18

Before
Advertising
age, there
was word of
mouth!
19

During Advertising age if you advertised
directly to the consumer, sales would go up.
20

A partnership with the right ad agency and the
right banker meant you could drive a
company to be almost as big as you could
imagine
21

TV – Industrial
Complex
was symbiotic
relationship
between
cosumer, demand,
TV ads and
growing
companies, which
were build around
investment into
constantly rising
costs for
marketing.
22

After the AD age, you’re almost
back where was started!
23

Surplus Society customers are not inclined to buy
more stuff. They have what they need, they want
little, and we are to busy to pay attention to the
ads
24

Segmentation?
25

Only two segments!
26

B2B - business train
27

B2C
just train. . .
28

B2C
• Ideas and emotions marketing
• What is the most important to the
consumer?
29

Boundary
manifolds
30

The road to the future
leads to further away
from the strategy,market
feasibility studies, near
many workers and all
personnel eyes that are
following closely the
market and its
opportunities.
31

B2C Market Segmentation
• Geographically?
• By age groups?
• By the size of purchase?
• By the marital status?
• According to education?
• In terms of revenue?
• By the products purchased?
32

The blurred society
33

Shopping and fucking – are only things left; that's
what shapes the dream of our times.
34

Who are the leaders of these shopping and fucking
champions? In many cases, they are still midle-aged
men who probably haven’t had steaming sex since
the late seventies and who leave the shopping to the
rest of their family.
35

Lets segment in other way
36

Our old society was geographically structured and so were
the tribes. We had Vilnius, London, Moscow tribes.
37

Later forces of funk reshaped the world. The new tribes are
global. Those people are revelant to you, no matter where
they are.
38

What unites
lesbian clubs?
There is a lot of
women, a wide
range of
occupations, a
different age,
income range,
but the only
common feature
is their sexual
orientation.
We insist that
one thing would
remain constant,
we tolerate all the
other dimensions
of transition.
39

Tribe segmentation
40

Now we have attitude-based tribes
41

...and competence-based
tribes
42

OR both
43

Tribes
consists of
people
relevant to
you, no
matter where
they are.
44

These tribes
Tos gentys
have their own
turi savo
languages,
kalbas,
dressing
rengimosi
codes, signs,
taisykles,
symbols,
rituals, and
!enklus,
totems.
simbolius,
totemus ir
ritualus.
44
45

Today the tribe
Po!i"ri#
are determined
giminingumas,
by biography,
biografinis
by choice
artumas – $tai
rather than
kas formuoja
proximity.
nauj%sias
vartotoj#
gentis.
45
46

Harley - Davidson's company allows 43-year old
accountant, dressed in black leather clothing drive
to small towns and scare people!
47

If you want to sell to
the tribe, you need
to meet the needs
and lifestyle
requirements of
the tribe!
48

“Unmunta
ngumuntu
nagabuntu” –
Funky bu UBUNTU.
siness Translation
from the Zulu
language - a
person is a
person
through other
people.
49

What if your bosses do not understand it
and will insist to sell old-fashioned way?
• Even if we solidify down the colours, even if we
are right only 10%, we still need to find new
ways to organise our business, how to attract
demanding customers and how to deal with
colleagues that are equal to us or higher then us
and our subordinates. We must find new ways
to show them, motivate them, inspire and lead
them to a new path.
50

Whatever you choose, someone always
will try to tell you that you are wrong.
There always arise difficulty and then
you want to assume that the ones to
criticise were right. You need to have
courage to finish what you started and
stay on course.
51

Stars attracts stars,
losers attract losers!
52

We are all players in one big, who is
going to attract who, game.
53

If you are not differ
t
– you will disappear
54

Be dreadfully beautiful!
55

We adjust to all tribes!
We are with you!
56

Conclusion
1. Marketing principle - to influence that market would
want to buy your service/product, i.e. create a Mafia
offer- so good that it could not be refused.
2. Be Purple
3. Segment market only in two segments - B2B and B2C
4. Business customer segments are defined by the
problem commonality. Up to problem make
segmentation.
5. Today consumer (B2C) segment is defined by
opinion relationship, biographical proximity - This
formate new consumer tribes. Segmate in tribes. IF
you want to sell to the genus, you should satisfy their
needs and lifestyle requirements.
6. Look for new ways. Good luck!
57

Used literature:
S.Godin Purple cow;
E. Goldratt It’s not luck;
J. Ridderstrale, K. Nordstrom
Funky business;
R.Jensen Dream Society
You can order Mafia
offer, or lecture, or just a
dream at:
darius@stockm.lt
www.stockm.eu
+37069841027
Author of “God, Quantum physics,
Organizational structure and
Management style”
Darius Radkevičius
58