Marketing Management Scène of the New Millennium IIM – CNAM January 2008 Adeeb Munim
<ul><li>Reflects  Research, Thinking, Experience from 4 Continents  </li></ul><ul><li>Principles & Practices  in Western &...
Content  1 -
<ul><li>Beginning Enlarged Sales Management  =  Responsive Selling </li></ul><ul><li>20 th  Century   Science   =  Process...
Factors of Change <ul><li>Consumer Awakening </li></ul><ul><ul><li>More services </li></ul></ul><ul><li>Competition </li><...
Impact of Technology Change 1 -  <ul><li>Corporation Model </li></ul><ul><li>Operations   </li></ul><ul><ul><li>Traditiona...
<ul><li>Market Manger Concern </li></ul><ul><li>CRM /Multichannel Customer Loyalty </li></ul><ul><li>Supply Chain Currenci...
Multichannel Marketing <ul><li>Traditional & e-commerce, e-procurement  Internet, Mobile </li></ul>1 -  Multichannel Strat...
Multichannel Marketing <ul><li>Relationships between different channels </li></ul>1 -  Challenges New Gov. Regulations Tru...
Marketing Management <ul><li>Benchmarking  </li></ul><ul><li>Operational   Efficiency </li></ul><ul><li><>  Approaches,  ...
  Viral, Buzz Marketing & Communication Strategy <ul><li>Buzz Marketing :  Volunteers, Try, Talk , Trust , Exposure </li><...
New Challenges for Marketing  Managers <ul><li>Global Markets = Global Logistics =     Reaction Time </li></ul><ul><li>De...
Conclusion <ul><li>Buzz Marketing linked to Services  IBM, Xerox, GE </li></ul><ul><li>In Customer Mind </li></ul><ul><li>...
THANK YOU 1 -
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Marketing Management Adeeb Munim

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Marketing Management Scène of New Millennium

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  • Marketing Management Adeeb Munim

    1. 1. Marketing Management Scène of the New Millennium IIM – CNAM January 2008 Adeeb Munim
    2. 2. <ul><li>Reflects Research, Thinking, Experience from 4 Continents </li></ul><ul><li>Principles & Practices in Western & Eastern markets </li></ul>Scope of the article “ Marketing Management – Intern’l Perspectives” 1 - Focus on Marketing Functions: Consumer-influenced & Technology-induced changes <ul><li>Equal Vision </li></ul><ul><li>Western World pioneered & Eastern World imitate, adapt to Needs, Values, Culture </li></ul>
    3. 3. Content 1 -
    4. 4. <ul><li>Beginning Enlarged Sales Management = Responsive Selling </li></ul><ul><li>20 th Century Science = Process, Planning to deliver G&S </li></ul><ul><li>Mid …. Product Design + Communication + Consumer Behavior Customer Studies + Ethics + Social Response </li></ul><ul><li>End …. Relationships + Communication /Media </li></ul><ul><li>Obsolescence + Flexible Prod. + Digital Marketing </li></ul><ul><li>Today Functions spreading  Production, Consumption </li></ul><ul><li>Obsolescence Planning, Flexible Prod. System , Outsourcing Strategy </li></ul>What is Marketing Management ? 1 - Keyword: Marketing Management in Continuous Change
    5. 5. Factors of Change <ul><li>Consumer Awakening </li></ul><ul><ul><li>More services </li></ul></ul><ul><li>Competition </li></ul><ul><ul><li>Enlightment of Marketer community </li></ul></ul><ul><li>Development of Technology </li></ul><ul><ul><li>IT, Internet , Mobile Phones </li></ul></ul>1 - Keywords: Consumer, Competition, Technology
    6. 6. Impact of Technology Change 1 - <ul><li>Corporation Model </li></ul><ul><li>Operations </li></ul><ul><ul><li>Traditional ->Innovative </li></ul></ul><ul><ul><li>Geocentric -> Multi-location </li></ul></ul><ul><li>Customer Behavior </li></ul><ul><li>Customer Loyalty Strategy </li></ul><ul><li>CRM / Multichannel </li></ul><ul><li>Direct Selling, Marketing </li></ul><ul><ul><li>New Regulations </li></ul></ul><ul><li>Integration </li></ul><ul><ul><li>New System </li></ul></ul><ul><ul><li>Supplier/Distributer </li></ul></ul><ul><li>Interactive Marketing </li></ul><ul><li>New Retail Citizen </li></ul><ul><ul><li>Independent, Empowered </li></ul></ul><ul><ul><li>Hi Quality, Lo Cost </li></ul></ul><ul><ul><li>Anytime, Anywhere </li></ul></ul><ul><ul><li>Fast Delivery </li></ul></ul><ul><ul><li>Payment Security </li></ul></ul>Marketing: Fast, Flexible, Focus, Friendly, Fun
    7. 7. <ul><li>Market Manger Concern </li></ul><ul><li>CRM /Multichannel Customer Loyalty </li></ul><ul><li>Supply Chain Currencies, Laws Languages </li></ul><ul><li>New challenges Communication cross border, Logistics, Customs </li></ul><ul><li>E-markets segment Vertical, Horizontal </li></ul>1 - E-markets successful attitudes: Expertise, Partnership, Brand, First Mover Managing Relationships
    8. 8. Multichannel Marketing <ul><li>Traditional & e-commerce, e-procurement Internet, Mobile </li></ul>1 - Multichannel Strategies Activity Data Driven Standardized +Open Customization, Individual Comm. Prod. Distribution & Returns Difficulties Logistics, Fast Delivery Techniques Data-mining analytical techniques Spending Patterns Like-minded Customers  Customer Base, Loyalty
    9. 9. Multichannel Marketing <ul><li>Relationships between different channels </li></ul>1 - Challenges New Gov. Regulations Trust Network Partners Online Marketing Right Products & Good Logistics Internal :BI, KM External : CVM, CRM Integration Online/Offline Intertwined Purchasing, Logistics & Marketing departments Stock Level Reports Supply Chain Reorganization Amazon.com, Dell.com
    10. 10. Marketing Management <ul><li>Benchmarking </li></ul><ul><li>Operational Efficiency </li></ul><ul><li><> Approaches,  Markets </li></ul><ul><li> People, <> Experiences </li></ul><ul><li>“ Innovate or Evaporate” </li></ul><ul><li>Philip Kotler </li></ul>1 - Benchmarking, Innovation, BOP Markets <ul><li>BOP Bottom of Pyramid </li></ul><ul><li>World of Billion Poor People, C.K. Prahalad </li></ul><ul><li>Purchase Power, Brand Conscious, Connected, Accept advanced Technology </li></ul><ul><li>hard-to-reach locations </li></ul>Shakti Amma, 800,000 Avon Ladies : India, China, Brazil, Eastern Europe
    11. 11. Viral, Buzz Marketing & Communication Strategy <ul><li>Buzz Marketing : Volunteers, Try, Talk , Trust , Exposure </li></ul><ul><li>Viral distribution </li></ul><ul><li>Networks: Millions Distributers, Cross Borders </li></ul>1 - ¼ million Teens P&G, Coca Cola, Kellogs, Penguin, Lee, Direct Selling Cies: Avon, Amway, Oriflame Informal Practices + Hi Professional Preparation <ul><li>WOMM: </li></ul><ul><li>Word-Of-Mouth Marketing, Verbal Marketing </li></ul><ul><li>L. Wind “WOM/Customer Behavior”, Ethics ? </li></ul>
    12. 12. New Challenges for Marketing Managers <ul><li>Global Markets = Global Logistics =  Reaction Time </li></ul><ul><li>Develop Partnership: Supplier, Customer, Competitor </li></ul>1 - Competes + Cooperates across Cultures & Boundaries <ul><li> Dispersed Structure </li></ul><ul><li>Team Skills, Networking </li></ul>
    13. 13. Conclusion <ul><li>Buzz Marketing linked to Services IBM, Xerox, GE </li></ul><ul><li>In Customer Mind </li></ul><ul><li>Relationship & Interaction </li></ul><ul><li>Demand-side innovation </li></ul><ul><li>Dell, E-Bay, Yahoo </li></ul><ul><li>Evolving Technologies </li></ul><ul><li>Simplicity creates Loyalty </li></ul><ul><li>More … </li></ul><ul><ul><li>Innovation, Changes </li></ul></ul><ul><ul><li>Spread Marketing Funct. </li></ul></ul><ul><li>Changes </li></ul><ul><li>Consumer Driven Technology Induced </li></ul><ul><li>Thanks to IT enablers </li></ul><ul><ul><li>Speed, Connectivity </li></ul></ul><ul><li>Marketing Functions </li></ul><ul><ul><li>Universal, Diff. </li></ul></ul><ul><ul><li>East/West disappear </li></ul></ul>1 - New Trends
    14. 14. THANK YOU 1 -
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