Marketer Beta

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Why I want to start a Marketing career at Sales :)

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Marketer Beta

  1. 1. Marketer Beta By Kitty Wang mkter.yo2.cn mkter.blogspot.com [email_address]
  2. 2. Three years ago in the trainee recruitment process, The interviewers asked why I applied for Sales . "Because I will become a marketer." I replied. The interviewers looked confused. So I took over the rest of the interview talking about my view of Marketing
  3. 3. Act 1 Genesis - It starts from outsourcing
  4. 4. "Outsourcing" is the most shocking word I ever learned in university.
  5. 5. Thanks to the tides of the third wave <ul><li>Communication, for the first time in history, is freed from physical chains of space and time. </li></ul><ul><li>Which means </li></ul><ul><ul><li>Task allocation </li></ul></ul><ul><ul><li>Skill specialization </li></ul></ul><ul><ul><li>Job division </li></ul></ul><ul><li>Will go down to details beyond imagination. </li></ul>
  6. 6. This irresistible light shines on Marketing Surely.
  7. 7. <ul><li>And Marketing was referred as strategic &quot;upstream&quot;, while Sales was &quot;downstream&quot; execution. </li></ul><ul><li>And the Mind of Marketing moved upon the face of the channels. </li></ul>In the beginning, Marketing was split from Sales.
  8. 8. And the Smart said, Let there be Agency <ul><li>And there was Agency. </li></ul><ul><li>And the Smart saw Agency, that it was good: and they created Agencies for Marketing </li></ul>
  9. 9. This is what we call Genesis, A story of division and specialization
  10. 10. Is it the only truth?
  11. 11. Act 2 The Bet - Know-it vs. Know-all
  12. 12. What's the meaning left for Marketing <ul><li>When </li></ul><ul><ul><li>Consumer insight </li></ul></ul><ul><ul><li>Market intelligence </li></ul></ul><ul><ul><li>Design and advertising </li></ul></ul><ul><ul><li>Trade promotion </li></ul></ul><ul><ul><li>Channel service </li></ul></ul><ul><li>are all outsourced to different agencies and functions… </li></ul>
  13. 13. What's the meaning left for a marketer <ul><li>A coordinator ? </li></ul><ul><li>An integrator ? </li></ul><ul><li>Or, a process follower ? </li></ul>
  14. 14. If Marketing is to <ul><li>Perceive the needs that are not met </li></ul><ul><li>Create products never ever seen to this world </li></ul><ul><li>Bring along satisfaction beyond expected </li></ul><ul><li>Drive business out of blood and into the blue ocean </li></ul><ul><li>Take the company into a future there must be </li></ul>Past Now Next Step Future
  15. 15. Marketer must be more than a title <ul><li>Working experience provides only part of the quality required for Marketing </li></ul><ul><li>New theories and technology continuously emerge for marketers to catch on </li></ul><ul><li>Consumers evolve and change their behavior dramatically </li></ul><ul><li>Marketers’ victory depends on the size of their world and the speed of their mind </li></ul>
  16. 16. Not that… <ul><li>Only people with Marketing titles can do marketing, </li></ul><ul><li>Only people in Marketing departments can do Marketing. </li></ul>
  17. 17. That is why I joined Sales <ul><li>As a start of my marketing career </li></ul><ul><li>As a bet against the labor market reality </li></ul><ul><li>I believe </li></ul><ul><ul><li>Marketers NEED TO KNOW about the functions that have been long ago outsourced, </li></ul></ul><ul><ul><li>even though they no longer carry the &quot;Marketing&quot; mark </li></ul></ul>
  18. 18. Act 3 Sales - Fill in the blank
  19. 19. Market visit <ul><li>As a sales trainee, I visited hundreds of store outlets all over Beijing within the first half year of training. </li></ul>
  20. 20. Retail management <ul><li>Meanwhile, I managed several stores independently and sold products and trade plans to the customers. </li></ul>
  21. 21. I learned that.. <ul><li>Promotions were not always welcomed </li></ul><ul><ul><li>And the reason could be any </li></ul></ul><ul><li>Attractive promotions were not necessarily complex or expensive </li></ul><ul><ul><li>It depends on the target consumers' expectations. </li></ul></ul><ul><li>Retailers had a special care on side-effects </li></ul><ul><ul><li>Litter, theft, safety… </li></ul></ul><ul><li>Sales might fail to grab the meaning of the campaign </li></ul><ul><ul><li>And sold it to customers as routine price-cut or gifting </li></ul></ul>
  22. 22. In early 2005, I went back to Sales HQ to cooperate with Marketing in consumer promotions
  23. 23. Some promotions may appear fascinating character character character character character character
  24. 24. Others may provide fun character charactercharactercharacter
  25. 25. But promotions flow in such a complex way
  26. 26. That results are not always as expected <ul><li>Guess how much of a campaign can be delivered accurately to the target consumers? </li></ul>
  27. 27. Perhaps experience in sales can help <ul><li>If </li></ul><ul><ul><li>All campaigns are born to sell </li></ul></ul><ul><ul><li>The selling has to be done via sales force and channels </li></ul></ul><ul><li>If </li></ul><ul><ul><li>Campaigns need to reach customers and consumers all along to take effect </li></ul></ul>
  28. 28. Because Sales can fill in the blank
  29. 29. Act 4 Predictions - Marketing in future
  30. 30. Outsourcing is not the end of Marketing <ul><li>Information technology which is fiercely changing consumer behavior </li></ul><ul><li>Marketing is evolving in directions of both </li></ul><ul><ul><li>Globalization and localization </li></ul></ul><ul><ul><li>Specialization and integration </li></ul></ul><ul><li>Marketing style largely depends on the nature of the product and its target consumers’ characteristics </li></ul>
  31. 31. Globalization and Specialization <ul><li>For info-tech based products, their target consumers will break physical limitations and scatter around the world </li></ul>
  32. 32. Globalization and Specialization <ul><li>Position, image and campaigns of a brand/ product designed by HQ can be also applied world-wide </li></ul><ul><li>Namely, marketing will go globalization </li></ul>Canada France China Japan Australia South Africa
  33. 33. Globalization and Specialization <ul><li>When a marketing design becomes once and for all, specialization and further outsourcing will be required to achieve perfection in every detail </li></ul><ul><li>The importance of Advertising and PR agencies will be still strengthened, as Clients’ marketing branches start to lose their meaning </li></ul><ul><li>It is possible that in future, Clients will use branch offices of contracted advertising agencies as its own marketing centers, to ensure the unity of its voice all over the world. </li></ul>
  34. 34. Localization and Integration <ul><li>For products whose features rely heavily on physical environment, </li></ul><ul><li>Penetration will be the key to survival in a specific market </li></ul>
  35. 35. Localization and Integration <ul><li>Penetration means to meet local needs to the utmost degree, as well as seamless distribution </li></ul><ul><li>Marketing need to integrate with Sales and Advertising to gain perfection in both planning and execution </li></ul><ul><li>Presumably regional marketing centers and trade marketing will overwhelm, and HQ’s power will fade in field market </li></ul>
  36. 36. Epilogue
  37. 37. <ul><li>When I recall those days in university, in Marketing courses, I can still feel the joy and excitement as ever before </li></ul><ul><li>Moreover, during the past three years in Sales, I have got many chances to observe and record cases and lessons </li></ul><ul><ul><li>what once I read in text books has become part of me </li></ul></ul><ul><li>Perhaps it is time to take the turning. </li></ul>
  38. 38. Thank You

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