၂၀၁၅ ခုႏွစ္၊ ေအာက္တိုဘာလ (၄)ရက္ေန႔၊ တနဂၤေႏြေန႔မွာ က်င္းပခဲ့တဲ့ Better Future Better Myanmar 2015 Free Seminar Series ရဲ႕ (၁၁)ၾကိမ္ေျမာက္ေဟာေျပာပြဲမွာ Device Business Management Academy ရဲ႕ Principal ဦးတင္ဇံေက်ာ္ ေဟာေျပာခဲ့တဲ့ PowerPoint Slide ျဖစ္ပါတယ္။

2. Advocate + Refer
Universe
Potential Customer
Prospect
1st Time Customer
2nd Time Customer
Repeat Customer
Most Often
Partner / Life Long
Suspect
Too many one-time only

3. What is Selling ?
Selling is a straight forward concept which involve
persuading a customer to buy a product.

4. Definition of marketing is: ‘the provision of
goods or services to meet consumers’ needs.’
What is Marketing?
Successful marketing involves having the right
product available in the right place at the right
time and making sure that the customer is
aware of the product.

5. Selling Vs Marketing
Selling
o Focus : Selling
o Objective : Converts product into cash
o Push strategy: Salesmen try to sell as much as they
can
Marketing
o Focus : The Customer
o Objective : Satisfy customers needs in best
possible ways
o Pull strategy: Salesmen capture customers need

6. Market
Integrated
marketing
Profits through
customer
satisfaction
Customer
needs
(b) The Marketing Concept
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
Starting
point Focus Means Ends
(a) The Selling Concept
Selling and Marketing Concepts Contrasted

7. Marketing Objective
oVisibility
oAvailability
oAccessibility
oConvenience
oImpulse Purchases

8. Definition of Marketing
 Does it have to be “long run”?
o Involves:
 Analyzing customer needs / want
 Obtaining customer expectations
 Satisfying customer preferences / Conformance / Perceived
 Creating and maintaining relationships with customers and suppliers

9. The 4P’s of Marketing
Let’s Provide Example for each
oProduct = Solution
oPlace = Access
oPrice = Value
oPromotion = Education

10. THINK OUTSIDE THE BOX

11. THINKING DIFFERENTLY
Small changes to small things
a waste of time
Is This
Essential?
Small changes to big things
 necessary, but frustrating
 good, but need many
Big changes to big things
 the key to growth
Noâ
NecessaryÂ
VITALÂÂ

12. How do we do it?
High Performance Leadership means ...
Individual Practice
and Mindset
Transforming the organization and
aligning the people in order to
dramatically improve the business and
Sustain long-term Momentum

13. RIGHT AND LEFT BRAIN EXERCISES
( BENCHMARK / THINK BIG )
LEFT
Words
Numbers
Logic
RIGHT
Images
Colour
Dreams

14. Left Thumb
Managing
Left Index
Reasoning
Left Middle Body
Control
Left Ring
Linguistic
Left Little
Observation
Right Thumb
Leadership
Right Index
Creating
Right Middle
Kinesthetic
Right Ring
Listening
Right Little
Memory
Brain Mapping

15. Converting Needs to Wants
o Effective marketing focuses on the benefits resulting from goods
and services
 Example: Need for water to satisfy thirst converted to a desire for Pepsi Cola
o Companies must pay attention to what consumers want
 Example: Demand for smarter cell phones and wireless services

16. Avoiding Marketing Myopia
o Marketing Myopia – management’s failure to recognize the
scope of its business
Avoiding Marketing Myopia by Focusing on Benefits
COMPANY MYOPIC DESCRIPTION MARKETING-ORIENTED DESCRIPTION
Aliant “We are telephone company.” “We are a communications company.”
WestJet “We are in the airline business.” “We are in the transportation business.”
Sony “We are in the video game business.” “We are in the entertainment business.”

17. Avoiding Marketing Myopia Needs, Wants
and Demands
Products and
Services
Value,
Satisfaction, and
Quality
Exchange,
Transactions, and
Relationships
Markets

18. Symbol
Brand name
Presentation
Advertising
Price
High quality
Efficient production
Strong R & D
Low cost operation
High service levels
Effective selling
Strong supply chain
Key assets
and
competencies
What You
Can’t See
What You
Can See

19. What Do You See in the Picture?
Wagon Leader
Followers
Square Wheels
Round Wheels
Rope

21. From Transaction-Based Marketing to
Relationship Marketing
o Focus is on developing customers into repeat, loyal customers –
increasing the lifetime value of the customer
o Goal is to move customer up the loyalty ladder:
o Repeat customers are a source of “word-of-mouth” marketing
 Advocate
 Loyal supporter
 Regular purchaser
 New customer

22. Understand
The marketplace
And customer needs
And wants
Design a
Customer-driven
Marketing strategy
Construct a
Marketing program
That delivers
Superior Value
Build profitable
Relationships and
Create customer
delight
Capture value from
Customers to
Create profits and
Customer quality
Marketing Process

24. “Quality is conformance to customer’s expectation” Juran , Feigenbaum
24
Quality is the ability of a product or service to meet customer needs.

25. Importance of Quality
Market Gains
Reputation
Volume
Price
Lower Costs
Productivity
Rework/Scrap
Warranty
Increased
Profits
Improved
Quality

27. The Marketing Concept: What It Is and What It Is Not
Kotler’s Social Definition:
“ Marketing is a social and management
process by which individuals and groups
obtain what they need and want through
creating and exchanging products and value
with others.”

28. WITHIN FIVE YEARS, IF
YOU’RE IN THE SAME
BUSINESS YOU ARE IN NOW,
YOU’RE GOING TO BE OUT OF
BUSINESS.

29. Marketing
MYOPIA

30. Fateful Purposes
 Companies went into decline because they did not define their industries
properly
 Examples of some successful and unsuccessful companies that were
product-oriented and not customer oriented are:
Railroad ( Goods Moving Vs Transportation)
Hollywood ( Movies Vs entertainment)
Petroleum ( Oil Vs Energy Business)

31. Myopia
 A clinical condition, also called shortsightedness, when people fail to see
distant object clearly

32. Marketing Myopia
 A short-sighted and inward looking approach to marketing that focuses
on the needs of the company instead of defining the company and its
products in terms of the Nustomers’ Needs and Wants.

33. Problem: Defining the market
 Railroads did not think they are in transportation
 Hollywood film did not concentrate on whole
entertainment industry but only movies
Too narrow definition of market prevents foreseeing threats
from substitution.

34. Why industries Growth and Decline?
Growth:
o Apparent customers need
o No other solution = No substitutes
 Example: Dry cleaning = Need driven by woolen clothes & having no other solution
Decline:
o Other solution to the need becomes available
o The need decreases due to new technology
 Example: Dry cleaning= Synthetic fiber replaced woolen clothes & availability
of new ultrasound technology to replace previous chemical technology

35. Decline: Are You Willing to EXIT
o When market / industry declines, company’s must strive to EXIT it
o EXIT barriers can be emotional
o Corner store grocers beaten by supermarkets
o Companies showed courage
o Other EXIT barriers
o When layoff costs are too high
o When equipment's can not be reconverted/sold

36. Myth #1: Growing Population = Growing Industry
o HYPOTHESIS: If the number of consumers grow, sales will also grow =
Growing industry
o It is true when there is no substitute for the need
o Example: Oil industry
o Example of some disruption/substitution
 Kerosene lamps by Edison’s electric light bulb
 Oil by natural gas for room heating, even as car fuel
o Innovations may come from outside the own industry

37. Myth #2: Economies of scale make marketing
unnecessary
o Focus of producing more at lower cost
o Focus on selling more. Market offering is just the generic offering /service
o Neglecting the marketing aspects.
 Role of marketing is to listen to the customers

38. The Secrete To Creativity / Intelligence / Scientific
Thinking!!!!
Experiences
Known
See
Listen
Reach
Feelings
Emotions
Understand
Knowledge
CREATIVITY

39. When you ask creative people how they did something, they feel a
little guilty because they didn’t really do it, they just saw
something.
Think and create
together new
product and
services
Clients, users and
company staff

40. Every artist gets asked the question,
“ WHERE DO YOU GET YOUR IDEAS?”
The honest artist answers, “I steal them.”
CONNECTIONS
FUEL CREATIVITY

41. Myth #3: Dangers of R & D
o Superior product will sell by itself
o False hypothesis: Continuous growth is a matter of product innovation
o Product innovation focus: Features of products
o Market offering focus: Satisfy customers need
o Example: Garment Industry in Thailand
To appoint : Fashion Designer / R&D Manager / Brand Manager

42. Example of Electronics
Organization view
itself as making
things, not
satisfying the
customers needs
o They focus on how to develop the product (R & D)
o Neglect how to sell (Marketing)
Success factor
o Customers come to tell them what they need
o No need to research customers needs

43. Conclusions
Identify consumer
needs
Physical delivery of
the customer
satisfaction
Creating the things
that achieve the
satisfaction
Find the raw materials
to make the product
o An industry is a customer satisfying
process, not a goods producing process
o Management must view business process
as tightly integrated efforts to discover,
create and satisfy customer needs

44. Understanding Marketing Myopia
o Also can be defined by: Marketing Myopia is narrow minded approach to
a marketing situation where only short-range goal
Can be prevented:
o Product Concept – “ Myopia “
o Marketing Concept – “ No Myopia “

45. Green Marketing Myopia
Green marketing must satisfy two objectives:
o 1. Improved Environmental Quality. 2. Customer Satisfaction
o Eg: Greenheart Phones – Sony Erricson / Apple / Samsung

46. Example: I - Kodak
o Kodak film camera: Fall prey to Marketing Myopia
o Sony Digital Camera invaded the market which was a roaring success

47. Example: II- Sony
o Now it was the turn of Sony (Sony Walkman)
o Apple introduced a innovative product which was a huge success

48. Avoid Myopia
o Solution Centric focus
o Customer Centric
o Marketing is not only about selling
o Aware of substitutes to the Industry
o Disruptive Innovation

49. WHAT CUSTOMERS REALLY NEED,
WANT AND EXPECT
1. Help
2. Respect and Recognition
3. Comfort, Compassion and Support
4. Empathic Listening
5. Satisfaction
6. Trust
7. Friendly and Smiling Face
8. Understanding
9. Feeling of Importance
10. Quality Product or Service at a Fair Price

50. Why Pepsi isn’t suffering from Myopia
o Diversification into other markets

51. The Main Ideas
o To breed growth and avoid myopia: define the
industry
o Product orientation and the overkill of R&D
o “Sellers focus on the needs of the sellers =>
marketers focus on the needs of the buyers” (Levitt)

52. Article Relation to Marketing Decision Making
1. Product orientation
2. Marketing approach
3. Selling approach
4. Mass production
5. Social responsibility
1. Product concept
2. Marketing concept
3. Selling concept
4. Production concept
5. Social marketing concept
Levitt Kotler

53. The Marketing Myopia
o The marketing myopia to the world market

54. WHO ARE ALL STAKE HOLDERS?
Investors,
Shareholders
and Lenders
Customers and
Users
Unions
Regulatory
Authorities
Joint Venture
Partners and
Alliances
STAKE
HOLDERS
EmployeesGovernments
Local
Communities
and Citizens
Private
Organizations
Supply Chain
Associates

55. SOCIAL
COLLABORATION

56. Today We Will Cover
Social Collaboration Connected Enterprise
“ Collaboration using
social technologies
for the purpose of
intra-organizational
learning, sharing, and
adapting to change.”

57. Adapting to a New Connected World @ Work
Past
Enterprise
Enterprise
o Organizational stovepipes
o Centralized taxonomies
o Locked-down processes
o One-way communications

58. Present
Enterprise
Social Collaboration
o Enterprise social networks
o User-driven tagging
o Working-out-loud
o Two-way communications
Social
Collaboration
Customers
Partners
Suppliers
Adapting to a New Connected World @ Work

59. Future
Enterprise
Connected Enterprise
o Structural changes
o Connected employees
o Adaptive social workflow
o Transparent communications
Social
Collaboration
Prospects
Competitors
Investors
Clients
Suppliers
Partners
Workforce
Adapting to a New Connected World @ Work

60. CONNECT THE DOTS

61. INDIVIDUALS
COMPETE
o priority to the
individual over
the group
o no shared sense
of identity
o pursuing own
goals and
competing against
others
COLLECTIVES
COLLABORATE
o priority to the
group over the
individual
o members adopt a
joint identity
o united them
around their
shared goal.
CONNECTIVES
COOPERATE
o supports and
encourages both
simultaneously
group and
individual
o no shared sense of
identity
o members busy
pursuing their own
goals

62. Refinement of
Intellectual Components
Derivation of
Intellectual Components
Repetitive Learning
Interpretation of Data
Understanding Data
Collection of Data
SPEAK WITH
DATA

63. Marketing Myopia: Four Myths
o Myth 1: An ever-expanding and more affluent population will ensure our
growth.
o When markets are expanding, we often assume we don’t have to think
imaginatively about our businesses, but instead seek to outdo rivals simply
by improving what we are already doing.
o Example : Drinking Water / Mobile Phone – Accessories / Etc.,

64. Marketing Myopia: Four Myths
o Myth 2: there is no competitive substitute for our industry’s major
product.
o Believing that our products have no rivals makes our companies
vulnerable to dramatic innovations –often by smaller newer companies
that focus on customer needs rather than the products themselves
o Example: Bank / Airlines / Fuel Station / Rice / Eatable Oil

65. Marketing Myopia: Four Myths
o Myth 3: We can protect ourselves through mass production.
o While the declining unit costs that come with increased production are
alluring, focusing on mass production emphasizes our company’s needs
when we should be emphasizing our customers’.
o Example : Home Business ( Traditional Food Home Business., )

66. Marketing Myopia: Four Myths
o Myth 4: Technical R&D will ensure our growth
o When R&D produces breakthrough products, it is critical to remain
focused on customer needs…ideally, new products are both
breakthrough and meet customer needs
o Example : Garment / Soft Drink – Tamarind / Local Sprit – flavour / Open
Retail Business )

70. Examples: Success
o 1) PEPSI
o Pepsi-cola is a good example where Marketing Myopia is absent.

73. Other Example:
3) Samsung
4) Apple
5) LG

74. Examples: Failure
1) Kodak
o Kodak film company is a great example in which marketing
myopia was present.
o Kodak did not view Sony , basically an electronics company, as a
potential competitor.

75. 3) Sony
o “What Apple did to Sony, Sony did to Kodak.”

78. “ THERE IS ALWAYS AT THE TOP “

79. Thank You