Marketing Management Scène of the New Millennium IIM – CNAM January 2008 Adeeb Munim

Reflects Research, Thinking, Experience from 4 Continents Principles & Practices in Western & Eastern markets Scope of the article “ Marketing Management – Intern’l Perspectives” 1 - Focus on Marketing Functions: Consumer-influenced & Technology-induced changes Equal Vision Western World pioneered & Eastern World imitate, adapt to Needs, Values, Culture

Reflects Research, Thinking, Experience from 4 Continents

Principles & Practices in Western & Eastern markets

Equal Vision

Western World pioneered & Eastern World imitate, adapt to Needs, Values, Culture

Content 1 -

Beginning Enlarged Sales Management = Responsive Selling 20 th Century Science = Process, Planning to deliver G&S Mid …. Product Design + Communication + Consumer Behavior Customer Studies + Ethics + Social Response End …. Relationships + Communication /Media Obsolescence + Flexible Prod. + Digital Marketing Today Functions spreading  Production, Consumption Obsolescence Planning, Flexible Prod. System , Outsourcing Strategy What is Marketing Management ? 1 - Keyword: Marketing Management in Continuous Change

Beginning Enlarged Sales Management = Responsive Selling

20 th Century Science = Process, Planning to deliver G&S

Mid …. Product Design + Communication + Consumer Behavior Customer Studies + Ethics + Social Response

End …. Relationships + Communication /Media

Obsolescence + Flexible Prod. + Digital Marketing

Today Functions spreading  Production, Consumption

Obsolescence Planning, Flexible Prod. System , Outsourcing Strategy

Factors of Change Consumer Awakening More services Competition Enlightment of Marketer community Development of Technology IT, Internet , Mobile Phones 1 - Keywords: Consumer, Competition, Technology

Consumer Awakening

More services

Competition

Enlightment of Marketer community

Development of Technology

IT, Internet , Mobile Phones

Impact of Technology Change 1 - Corporation Model Operations Traditional ->Innovative Geocentric -> Multi-location Customer Behavior Customer Loyalty Strategy CRM / Multichannel Direct Selling, Marketing New Regulations Integration New System Supplier/Distributer Interactive Marketing New Retail Citizen Independent, Empowered Hi Quality, Lo Cost Anytime, Anywhere Fast Delivery Payment Security Marketing: Fast, Flexible, Focus, Friendly, Fun

Corporation Model

Operations

Traditional ->Innovative

Geocentric -> Multi-location

Customer Behavior

Customer Loyalty Strategy

CRM / Multichannel

Direct Selling, Marketing

New Regulations

Integration

New System

Supplier/Distributer

Interactive Marketing

New Retail Citizen

Independent, Empowered

Hi Quality, Lo Cost

Anytime, Anywhere

Fast Delivery

Payment Security

Market Manger Concern CRM /Multichannel Customer Loyalty Supply Chain Currencies, Laws Languages New challenges Communication cross border, Logistics, Customs E-markets segment Vertical, Horizontal 1 - E-markets successful attitudes: Expertise, Partnership, Brand, First Mover Managing Relationships

Market Manger Concern

CRM /Multichannel Customer Loyalty

Supply Chain Currencies, Laws Languages

New challenges Communication cross border, Logistics, Customs

E-markets segment Vertical, Horizontal

Multichannel Marketing Traditional & e-commerce, e-procurement Internet, Mobile 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

Traditional & e-commerce, e-procurement Internet, Mobile

Multichannel Marketing Relationships between different channels 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

Relationships between different channels

Marketing Management Benchmarking Operational Efficiency <> Approaches,  Markets  People, <> Experiences “ Innovate or Evaporate” Philip Kotler 1 - Benchmarking, Innovation, BOP Markets BOP Bottom of Pyramid World of Billion Poor People, C.K. Prahalad Purchase Power, Brand Conscious, Connected, Accept advanced Technology hard-to-reach locations Shakti Amma, 800,000 Avon Ladies : India, China, Brazil, Eastern Europe

Benchmarking

Operational Efficiency

<> Approaches,  Markets

 People, <> Experiences

“ Innovate or Evaporate”

Philip Kotler

BOP Bottom of Pyramid

World of Billion Poor People, C.K. Prahalad

Purchase Power, Brand Conscious, Connected, Accept advanced Technology

hard-to-reach locations

Viral, Buzz Marketing & Communication Strategy Buzz Marketing : Volunteers, Try, Talk , Trust , Exposure Viral distribution Networks: Millions Distributers, Cross Borders 1 - ¼ million Teens P&G, Coca Cola, Kellogs, Penguin, Lee, Direct Selling Cies: Avon, Amway, Oriflame Informal Practices + Hi Professional Preparation WOMM: Word-Of-Mouth Marketing, Verbal Marketing L. Wind “WOM/Customer Behavior”, Ethics ?

Buzz Marketing : Volunteers, Try, Talk , Trust , Exposure

Viral distribution

Networks: Millions Distributers, Cross Borders

WOMM:

Word-Of-Mouth Marketing, Verbal Marketing

L. Wind “WOM/Customer Behavior”, Ethics ?

New Challenges for Marketing Managers Global Markets = Global Logistics =  Reaction Time Develop Partnership: Supplier, Customer, Competitor 1 - Competes + Cooperates across Cultures & Boundaries  Dispersed Structure Team Skills, Networking

Global Markets = Global Logistics =  Reaction Time

Develop Partnership: Supplier, Customer, Competitor

 Dispersed Structure

Team Skills, Networking

Conclusion Buzz Marketing linked to Services IBM, Xerox, GE In Customer Mind Relationship & Interaction Demand-side innovation Dell, E-Bay, Yahoo Evolving Technologies Simplicity creates Loyalty More … Innovation, Changes Spread Marketing Funct. Changes Consumer Driven Technology Induced Thanks to IT enablers Speed, Connectivity Marketing Functions Universal, Diff. East/West disappear 1 - New Trends

Buzz Marketing linked to Services IBM, Xerox, GE

In Customer Mind

Relationship & Interaction

Demand-side innovation

Dell, E-Bay, Yahoo

Evolving Technologies

Simplicity creates Loyalty

More …

Innovation, Changes

Spread Marketing Funct.

Changes

Consumer Driven Technology Induced

Thanks to IT enablers

Speed, Connectivity

Marketing Functions

Universal, Diff.

East/West disappear

THANK YOU 1 -