Marketing
Global Marketing
and
Relationship Marketing
Global Marketing
• Why?
– The world is a small village (communications)
– Local market saturation
– Economies of scale (la...
Global Marketing-The
Environment
• INTERNAL
– Cultural Environment [on
customer and business
levels]
• Norms, rituals, etc...
Global Marketing-The
Environment
• EXTERNAL
• International Trade
systems
– GATT
– EU
– NAFTA
The Global Marketing Mix
• Standardization v.
Adaptation
• Mass Customization
–
–
–
–

Product (width-depth)
Price (psycho...
RM v. TM
Relationship Marketing (RM)
• De finitio n:
Marketing is to establish,
maintain, and enhance
relationships with
customers ...
Paradigms operational differences
Strategy
Approach

RM-Hum a n

TM-M c ha nic a l
e

Networking

Transactions

Interactiv...
TM-RM continuum

FMCG’
s
TM

Consumer
durables

B2B

services
RM
TM-RM continuum

FMCG’
s
TM

Consumer
durables

B2B

services
RM
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Mensur Boydaş, Vahdi Boydaş: Marketing (global and rm)week11

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Mensur Boydaş, Vahdi Boydaş

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Mensur Boydaş, Vahdi Boydaş: Marketing (global and rm)week11

  1. 1. Marketing Global Marketing and Relationship Marketing
  2. 2. Global Marketing • Why? – The world is a small village (communications) – Local market saturation – Economies of scale (larger customer base)
  3. 3. Global Marketing-The Environment • INTERNAL – Cultural Environment [on customer and business levels] • Norms, rituals, etc. • Beliefs (e.g. religion] – Political/legal Environment • Governments’ values • Political stability – Economic Environment • Income distribution • Economic structure (industrial/agricultural) • Employment levels
  4. 4. Global Marketing-The Environment • EXTERNAL • International Trade systems – GATT – EU – NAFTA
  5. 5. The Global Marketing Mix • Standardization v. Adaptation • Mass Customization – – – – Product (width-depth) Price (psycho-econ) Promotion (soft-hard) Place (distribution) (ECR)
  6. 6. RM v. TM
  7. 7. Relationship Marketing (RM) • De finitio n: Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises (Gronroos, 1994) • Tra ns a c tio n m a rke ting (TM ): Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Armstrong et al, 2004)
  8. 8. Paradigms operational differences Strategy Approach RM-Hum a n TM-M c ha nic a l e Networking Transactions Interactive marketing Dominating marketing function (supported by the Marketing Mix Time perspective Long term Short term Flexibility Dynamic parts (multi way) Static parts (one way) Research Qualitativecontinuous-action [Understand & respond] Quantitative-ad hocdesk [inform & respond] Objective Retention (life-time value) Acquisition (volumecustomer unit value) Central focus: Marginal focus: marketing mix)
  9. 9. TM-RM continuum FMCG’ s TM Consumer durables B2B services RM
  10. 10. TM-RM continuum FMCG’ s TM Consumer durables B2B services RM
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