22. The core of the
presentation
23
Innovation is the O2 of marketing
Marketing has only 1 function
Marketing works through competitive advantages
Competitive advantages are created by resources: assets, processes
It all comes down to your business model
23. What is marketing about?
Building Sustainable Business
Market Making
Market Hunting
Market Farming
24. Making
iPad sales cross
million mark
twice as fast as
original iPhone
“I do not know
what I use it
for, but I use it
all day long.”
38. ‘Based on our extensive study over many years,
we found that pioneers mostly fail, have a low market share,
and are rarely market leaders. In particular,
about two-thirds of the pioneers in our sample failed.
On average, pioneers have an equilibrium market share
of only 6 percent. And only 9 percent of these pioneers
endure as market leaders’
Once a new technology rolls over you, if you're not part of the steamroller,
you're part of the road. Stewart Brand
40. 41
Failure Rates of New Products
0 23 45 68 90
90
40
10
Sometimes Quoted in Press
Research Reports
Sometimes Claimed
41. Risks of New Products.
About 35% of all new products fail; and
companies spend more money and
manpower on failures than on successes.
… Percentages differ among B2C and B2B
products and services.
43. Your Company Your Customer Their Customers
Figure 2.4
Perspectives on Derived Demand in Business Markets
the statistical perspective on derived demand
the strategic perspective on derived demand
47. Competitive Advantage
Strength that, in a
given segment,
influences the
customer decision
process in favor of
the company
Porter, 2001; Greenwald & Kahn, 2005 Moenaert, Robben & Gouw 2011
63. ‘‘... [t]he real lesson of the marketing
concept is that successful firms are able to
recognize the fundamental and enduring
nature of the customer needs
they are attempting to satisfy.
As numerous case studies point out,
it is the technology of want satisfaction
that is transitory’’
(Anderson, 1982, emphasis in original)
66. Time
Limit of performance due to natural constraint
emerging
key
mature
pacing
I just invent, then wait until man comes around to needing
what I've invented. R. Buckminster Fuller
Performance
Functional performance
Acquisition cost
Operating cost
Reliability
Serviceability
Compatibility
User convenience
Ecology
Assessing Technology
