Old marketingnewmarketingmay17510pm


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Old marketingnewmarketingmay17510pm

  1. 1. Old Marketing, New Marketing Amy Sauers, Ph.D. College of Technology & Management St. Petersburg College
  2. 2. Overview <ul><li>What is Marketing? </li></ul><ul><li>Old Marketing </li></ul><ul><li>Marketing in Crisis </li></ul><ul><li>New Marketing </li></ul><ul><li>Old vs. New Marketing </li></ul><ul><li>Relationship Marketing </li></ul><ul><li>Customer Relationship Development </li></ul><ul><li>Emotions as Motivators </li></ul>
  3. 3. What is Marketing? <ul><li>Video http://www.youtube.com/watch?v=vj29qmLnBiE </li></ul><ul><li>Your Turn: What do you think of when you think of marketing? </li></ul>
  4. 4. Old Marketing: The Marketing Process <ul><li>1) Identify target. </li></ul><ul><li>2) Sample them. </li></ul><ul><li>3) Shout message at them. </li></ul><ul><li>4) Measure sales. </li></ul>
  5. 5. Old Marketing: 4P’s <ul><li>1) Product </li></ul><ul><li>2) Place </li></ul><ul><li>3) Price </li></ul><ul><li>4) Promotion </li></ul><ul><li>Your Turn: Why would this way of marketing be the old way? </li></ul>
  6. 6. Marketing in Crisis <ul><li>“ Marketing has overspent and underdelivered.” </li></ul><ul><li>What do you think of when you hear the word “marketing?” </li></ul>
  7. 7. Marketing in Crisis <ul><li>Customers are not on/off switches. </li></ul><ul><li>You do not “target” your friend. </li></ul><ul><li>Win-lose relationships always end up as lose-lose. </li></ul>
  8. 8. New Marketing <ul><li>Customers are volume dials. </li></ul>
  9. 9. New Marketing <ul><li>Each customer is a niche target of 1. </li></ul><ul><li>Use a DB to keep track of customer data. </li></ul><ul><li>Co-create products along with customers. </li></ul><ul><li>Of the customers, by the customers, and for the customers. </li></ul>
  10. 10. Old vs. New <ul><li>Old Marketing: “We make, you take.” </li></ul><ul><li>New Marketing: “We both make.” </li></ul>
  11. 11. New Marketing is… <ul><li>Social </li></ul><ul><li>Interactive </li></ul><ul><li>Adaptive </li></ul><ul><li>Unique </li></ul><ul><li>All about building relationships </li></ul><ul><li>Your Turn: Can you give an example of new marketing? </li></ul>
  12. 12. New Marketing is… <ul><li>Relationship Marketing </li></ul><ul><ul><li>Your Turn: What is a good relationship like? </li></ul></ul><ul><ul><li>What is the basis of a good relationship? </li></ul></ul><ul><ul><li>Do good relationships start good and become great? How? </li></ul></ul><ul><ul><li>Have marketers acted like good partners in a relationship? </li></ul></ul>
  13. 13. Customer Relationships Develop in Stages
  14. 14. Issue: Keeping it Real <ul><li>Marketers reach customers with DB information, but… </li></ul><ul><li>The communication is not genuine. </li></ul><ul><li>Your Turn: Can you give an example where this happened to you? </li></ul>
  15. 15. Relationships going bad… <ul><li>Your Turn: What is it like when your relationships go bad? </li></ul><ul><li>Dysfunctional marriage model </li></ul><ul><li>Different from functional relationship development model </li></ul>
  16. 16. What to do? <ul><li>Meet customers “where they are” in the relationship stages. </li></ul><ul><li>Clip: Genuine communication http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2241 </li></ul>
  17. 17. What Motivates? <ul><li>Your Turn: What motivates you? What motivates you to spend more time with someone? </li></ul><ul><li>Emotions </li></ul>
  18. 18. What Motivates? <ul><li>Brain formed in layers through evolution </li></ul><ul><li>Reptilian – emotion? </li></ul><ul><li>Mammalian – emotion? </li></ul><ul><li>Homo Sapien – emotion? </li></ul>
  19. 19. Understand Customer Emotional Stages <ul><li>Emotions motivate customers to go to the next stage. </li></ul><ul><li>Clip: It’s always been a matter of trust. http://www.youtube.com/watch?v=6yYchgX1fMw </li></ul>
  20. 20. Conclusion <ul><li>What is Marketing? </li></ul><ul><li>Old Marketing </li></ul><ul><li>Marketing in Crisis </li></ul><ul><li>New Marketing </li></ul><ul><li>Old vs. New Marketing </li></ul><ul><li>Relationship Marketing </li></ul><ul><li>Customer Relationship Development </li></ul><ul><li>Emotions as Motivators </li></ul>
  21. 21. Conclusion <ul><li>&quot;The key to this business is personal relationships. Suddenly it was all clear. The answer was fewer clients. Caring for them, caring for ourselves, and the games too... We must crack open the tightly clenched fist and give back a little for the common good, we must simply be the best versions of ourselves... that goodness will be unbeatable and the money will appear&quot; (Crowe, C., Jerry Maguire, 1996) </li></ul>