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Flatteners intro at res 1

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Introductory presentation for Residency 1, January 2011 at Presidio Graduate School.

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Flatteners intro at res 1

  1. 1. Welcome to Managerial Marketing! <br />Teaching Team Intros<br />FLATTENERS<br />Course overview<br />What’s marketing, anyway?<br />
  2. 2. Your teaching team!<br />Nancy Van Leuven, Ph.D.<br />Vanessa Fry, M.B.A. <br />Danielle Newton, M.A. <br />
  3. 3. FLATTENERS -- A Concept by Thomas Friedman<br />Part of Communication and <br />Collaboration in a Flat World<br />Res 1 – Managerial Marketing Intro<br />
  4. 4. Globalization  Flattening of playing field in creating business, access to info, etc.<br />
  5. 5. Globalization 3.0 (individuals empowered)<br />
  6. 6. The Ten Flatteners<br />-- Converged around the year 2000-- A global, web-enabled platform -- Multiple forms of sharing knowledge / work, irrespective of time, distance, geography and language.<br />
  7. 7. Flattener #1 – Fall of the Berlin Wall (opened economies)<br />http://www.youtube.com/watch?v=snsdDb7KDkg&feature=channel<br />
  8. 8. At same time: Microsoft Windows(floppy disks  Internet sharing)<br />
  9. 9. Flattener #2 – Netscape (web to the masses)<br />http://www.supportcave.com/images/netscape4.bmp<br />
  10. 10. Flattener #3 Workflow Software(Automation to connect entire org from within and without)<br />http://www.reach1to1.com/images/ExampleLogic.png<br />
  11. 11. Examples: eBay and PayPal(no checks or money orders to complete transactions)<br />
  12. 12. Flattener #4 – Open Sourcing(Free software used, modified, redistributed by anybody)<br />Linux<br />(anyone can add to and modify<br />vs.<br />Microsft Windows<br />(proprietary operating system)<br />http://www.youtube.com/watch?v=EG9uuGwFmvs<br />
  13. 13. Open Source Software<br />
  14. 14. Flattener #5 – Outsourcing<br />Splitting service and other activities into componetns for subcontracting.<br />Why India? <br />Open,<br />Infrastructure,<br />Motivated workforce<br />10 workers for 1<br />http://www.altergroup.com/blog/wp-content/uploads/2009/09/india-outsource.jpg<br />
  15. 15. Flattener #6 – OffshoringInternal relocation of manufacturing to foreign land, e.g. China’s entrance in WTO <br />http://www.oneinchpunch.net/wordpress/wp-content/uploads/2007/10/china-toy-manufacturing2.jpg<br />
  16. 16. Flattener #7 – Supply-Chaining<br />Elimination of middle-men, low inventories, more customer relationship management<br />
  17. 17. Flattener #8 – Insourcing(performing services for another company, e.g. UPS and Toshiba)<br />
  18. 18. Flattener #9 – Informing(Empowerment of individuals)<br />
  19. 19. Flattener #10 – The Steroids<br />Old days: Phone and computing only at home<br />Now: Communicate, collaborate, develop content, find info, view/listen to media, etc.<br />
  20. 20. What Next?<br />Global communication is less about persuasion and more about COMMUNITY;<br />Micro-blogging and blogging –<br />(The next big thing is already here.)<br />Which is why…(ever so subtle transition) marketing is important<br />

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