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Società e marketing: uno sviluppo parallelo

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Presentazione realizzata per la discussione di laurea triennale in Comunicazione, Innovazione e Multimedialità all'Università degli Studi di Pavia. Con questa presentazione ho cercato di analizzare lo sviluppo parallelo tra la società post-moderna e il marketing non convenzionale.

Published in: Marketing
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Società e marketing: uno sviluppo parallelo

  1. 1. Università degli Studi di Pavia Dipartimenti di Scienze politiche e sociali, Studi umanistici, Giurisprudenza, Ingegneria industriale e dell’informazione, Scienze economiche e aziendali Corso di laurea interdipartimentale in Comunicazione, Innovazione, Multimedialità RELATORE: Prof. Antonio Margoni CORRELATORE: Prof. Mario Dossoni Tesi di laurea di Marica Patruno Anno Accademico 2012/13
  2. 2. COSA STA SUCCEDENDO NELLA NOSTRA SOCIETÀ? GLI INDIVIDUI, I CONSUMATORI, LE AZIENDE E IL MARKETING STANNO CAMBIANDO? Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno
  3. 3. IL CAMBIAMENTO SOCIETÀ CONSUMATORE MARKETING Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno
  4. 4. SPERSONALIZZAZIONE, OMOLOGAZIONE, CONFORMISMO E APATIA DELLA PERSONA DIFFERENZIAZIONE E CRESCITA DELLE POSSIBILITÀ DI SCELTA Società moderna Società postmoderna LA SOCIETÀ Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno
  5. 5. IL CONSUMATORE DIFFIDENZA ISTITUZIONALE IRREQUIETEZZA COMPETENZA NEO TRIBALISMO AUTONOMIA RAPPORTI CON L’ IMPRESA Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno
  6. 6. LA GRANDE MAPPA DI SINOTTICA di GFK EURISKO E I NUOVI STILI DI VITA Tratti socio-demografici Valori e atteggiamenti Comportamenti abituali Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno
  7. 7. CONSUMATORE POSTMODERNO E NUOVE TECNOLOGIE Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno Grazie a NUOVE E RIVOLUZIONARIE TECNOLOGIE I RAPPORTI GERARCHICI SI DISSOLVONO E SI GENERANO RAPPORTI TRA PARI LA COMUNICAZIONE IN RETE PRENDE IL POSTO DELLA COMUNICAZIONE FACE TO FACE IL DIGITALE PERMETTE DI GESTIRE, COMUNICARE E TRASMETTERE UNA QUANTITÀ SMISURATA DI INFORMAZIONI IL MODO DI PENSARE, DI AGIRE E DI INTERAGIRE CON GLI ALTRI CAMBIA
  8. 8. CONDIVISIONE DI INTERESSI, ESPERIENZE, CONOSCENZE E SENTIMENTI con ALTRI CONSUMATORI MONDO DELLA PRODUZIONE L’individuo assume il ruolo di PRODUTTORE e CO-PRODUTTORE e determina il successo o l’insuccesso di un prodotto. Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno Social network
  9. 9. IL MARKETING Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno 1985: “MID-LIFE CRISIS OF MARKETING” ESPLOSIONE DI PANACEE DI MARKETING ANTI-MARKETING AUTHENTICITY MARKETING BUZZ MARKETING CAUSE RELATED MARKETING CHRONO-MARKETING CO-MARKETING COMMUNITY MARKETING CONVERCENCE MARKETING CONTEXTUAL MARKETING COUNTER MARKETING CREATIVE MARKETING CULT MARKETING CUSTOMER CENTRIC MARKETING DATABASE MARKETING ECO-MARKETING EMOTION MARKETING EMPOWERMENT MARKETING ENVIROMENTAL MARKETING ETHNIC MARKETING EVENT MARKETING EXPERIENCE MARKETING EXPONENTIAL MARKETING FAMILY MARKETING GRASS ROOTS MARKETING GREEN MARKETING GUERRILLA MARKETING HOLISTIC MARKETING INTERACTIVE MARKETING KNOWLEDGE MARKETING LIFE EVENT MARKETING LOYALTY MARKETING MACRO MARKETING MAXI MARKETING MEGA MARKETING MICROMARKETING MULTILEVEL MARKETING MULTI-SENSORY MARKETING NETWORK MARKETING NEURAL MARKETING NICHE MARKETING NON BUSINESS MARKETING ONE-TO-ONE MARKETING RADICAL MARKETING REAL TIME MARKETING RELATIONSHIP MARKETING RETRO-MARKETING REVERSE MARKETING SENSORY MARKETING SITUATIONAL MARKETING SOCIAL MARKETING SOLUTION MARKETING STAKEHOLDER MARKETING STREET MARKETING SYMBIOTIC MARKETING TIME BASED MARKETING TRADE MARKETING TREND MARKETING TRIBAL MARKETING TURBO MARKETING UNDERCOVER MARKETING VALUE MARKETING VIRAL MARKETING
  10. 10. Sono quattro i punti cardinali a cui ispirarsi per un nuovo modo di fare marketing Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno I CONSUMATORI, CONDIVIDENDO I VALORI DELLA MARCA, LI MODIFICANO E LI INTERPRETANO SECONDO LE LORO ESIGENZE E ASPETTATIVE L’IMPRESA DEVE ESSERE IN GRADO DI “ASCOLTARE” IL CLIENTE E DI TRASMETTERE LE INFORMAZIONI CORRETTE AI GIUSTI DESTINATARI SIA ALL’ESTERNO SIA ALL’INTERNO DELL’IMPRESA STESSA L’IMPLEMENTAZIONE DI UN APPROCCIO CUSTOMER CENTRIC RENDE NECESSARIA UN’INTERAZIONE TRA IL MARKETING E LE ALTRE FUNZIONI AZIENDALI L’UTILIZZO DA PARTE DEI CLIENTI DI CANALI COME INTERNET E IL MOBILE PERMETTE ALL’AZIENDA DI DISPORRE DI UN ELEVATISSIMO GRADO DI TRACCIABILITÀ DELLE AZIONI DEL SINGOLO
  11. 11. IL MARKETING NON CONVENZIONALE Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno UTILIZZO DI CANALI DI COMUNICAZIONE INNOVATIVI CREATIVITÀ, TRASGRESSIONE, INNOVAZIONE E SORPRESA RUOLO ATTIVO E DA PROTAGONISTA DELL’UTENTE Il marketing virale Il guerrilla marketing Il buzz marketing Il marketing tribale
  12. 12. IL MARKETING VIRALE Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno NICCHIA DI PERSONE PROPAGAZIONE GRAZIE AD INTERNET IDEA-VIRUS
  13. 13. IL GUERRILLA MARKETING Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno ATTIVITÀ A FORTE IMPATTO CREATIVO MASSIMA VISIBILITÀ EFFETTO SORPRESA in POCO TEMPO e con POCHE RISORSE
  14. 14. IL BUZZ MARKETING Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno ATTIVITÀ VOLTE AD AUMENTARE SIA IL NUMERO CHE IL VOLUME DELLE CONVERSAZIONI RELATIVE A UN PRODOTTO EFFETTO BUZZ
  15. 15. IL MARKETING TRIBALE Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno NEOTRIBÙ BISOGNO DI LIBERTÀ E AUTONOMIA BISOGNO DI SICUREZZA DECISIONE DI ACQUISTO PER RAFFORZARE I LEGAMI
  16. 16. Società e marketing: uno sviluppo parallelo Tesi di laurea di Marica Patruno PER LE AZIENDE È FONDAMENTALE UNA CONOSCENZA APPROFONDITA DELLA SOCIETÀ E DEL CONSUMATORE STRATEGIA DI MARKETING EFFICACE VANTAGGI SIA PER IL CONSUMATORE SIA PER L’AZIENDA

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