This document discusses the changing role of marketing from a function to a way of doing business integral to the organization. It emphasizes the importance of focusing on customers and owning the market rather than just selling products. Smart marketing involves changing perspectives to prioritize customer ownership, consistency, and reinforcing the self through innovations, market creation, dominance and profits. Technology enables customization and two-way feedback between customers and companies, shifting marketing from a monologue to dialogue. Marketing now involves hybrid products and services rather than distinct categories.

1. Marketing is
Everything

2. Introduction
• The Era of the Customers
• End of days of Sales Driven Companies
• Technology Has Changed the Way We Do Business

3. Introduction
• Transition in the Marketing Methodology
Knowledge based and Experience Based Marketing
Better Marketing and Customer Relationship is Key to any
Business

4. Marketing is Everything
• Old Belief – Marketing is a function.
• Marketing is not a Function. It Is a Way of Doing
Business.
• It is like Quality – Integral to the Organization – Customer
Must Experience to Appreciate.
• Ultimate Assignment is to Serve Customers

5. Goal of Marketing : OWN, not SELL
• Common Mistakes made by US Companies :
Aimed only at Creative Innovations
Motto : Increase Market Share
• Problems Faced :
Internal Focus
Neglecting Customers
Undershooting the Market

6. • SMART MARKETING
Change in Perspective
Leadership is Ownership
Trying to Hold a Strong Position
Consistency
• EFFECTS OF SMART MARKETING
Self Reinforcement
Define a Standard in the Market
Substantial Earnings
Powerful and Strong Position
Goal of Marketing : OWN, Not SELL

7. Self Reinforcement Cycle
Research &
Development
Innovations
Market
Creation
Market
Dominance
Profit
• Ex : Japanese Companies, Intel , Apple
Goal of Marketing : OWN, not SELL

8. • Technology Provides Adaptability, Programmability,
Customizability
• Latest buzzword in Marketing – Customization – Capacity to
Deal with Consumer in a Unique Way
• Consumer base varied – may be Iconoclastic or may be a total
Social and Psychographic fit
• General observed Consumer Behaviour – fad surges, gets
absorbed, dissipates, dies – cycle gets repeated
Marketing Evolves with Technology

9. • Technology apt tool for marketers –
database marketing to discern customer needs
use of programming to stir interest
• “Don’t fight forces, use them”
• Example : Personics system – design of personalized music
tapes
Continued…

10. • Obsolescence of advertisements – Two factors responsible
• Excessive advertisements – low recall value – lesser impact
• Customers annoyed with the number of ads
• New age marketing – Feedback loop created – connects
company and customer
• Goal – Adaptive marketing – Sensitivity, Flexibility,
Resilience
Shift from Monologue to Dialogue

11. Marketing a Product - Marketing a
Service is Marketing a Product
• The line between product and service is erasing off.
• Its now a hybrid of both product s and services. Its like
servicization of products and productization of services
• Ex: 1.General Motors, IBM
• In big malls – stocking of variety of products. Information
provided in the products(nutritional fact, user guide) are
service information

12. Marketing a Product - Marketing a
Service is Marketing a Product
• Service is not an event; it is the process of creating a customer
environment of information, assurance, and comfort.
• Service is, ultimately, an environment that encourages
honesty.
• Marketers who appreciate the importance of the product-
service hybrid focus on building loyal customer and thereby
stand with recognition.

13. Technology Markets Technology
• The paradigm of using technology shifted from expensive, intensive
to investment and essential.
• Transformation of both technology and the product
• Technology permits information to flow in both directions between
the customer and the company. (feedback)
• As sales person at Genentech has helped them to bring awareness of
drugs and clinical studies of disease to the physicians and chemists
• The marriage of technology and marketing should bring with it a
renaissance of marketing R&D.
• “Real time" processes, marketing will eliminate the gap between
production and consumption.