One2one marketing seminar 1

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  • 1. Lecture  1   Lecturer:  Vasiliy  Staros1n,  PhD  
  • 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. “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  
  • 11. 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  
  • 12. (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  
  • 13. 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  
  • 14. 15  
  • 15. Decoding  problems   Feel  the  difference  It’s  all  about  percep/ons  
  • 16. 19