5. tremendous increase of number of exchanges between
extreme complexity
marketing: the context
people
businesses
non profit
organizations
media
6. marketing: the context
media people
businesses non profit
organizations
more
competition
more
uncertainty
more
globalization Marketing des
produits, services et
idées
more speed
7. marketing: some definitions
(just 2 among hundreds…)
Marketing is the process of planning and implementing the
price conception, the promotion and distribution of ideas,
goods and services allowing for exchanges consistent with
the individual and organizational goals
The American Marketing association
Marketing is the social and economic mechanism by which
individuals and groups satisfy their needs and desires through
the creation and exchange of products and other entities of
value for others.
Philip Kotler
8. marketing
a more general view...
marketing is about transactions
between individuals and
organizations
each time you think about exchange of goods,
services or ideas, you can think about marketing…
10. des échanges et des transactions
----------------------------------------------------------
supplier
client
customer
industry
sector
=
group of
suppliers
market
=
group of
clients
customers
communication
products, services
money, effort
informations
SIMPLE
TRANSACTION
SIMPLE MARKETING
SYSTEM
11. marketing is about transactions,
exchanges between individuals,
businesses and organizations
marketing
a contemporary, multi-dimensional vision
Transaction Marketing
12. marketing is about product,
service and information usage
by consumers, businesses, non
profit organizations and media
marketing
a contemporary, multi-dimensional vision
Usage Marketing
13. marketing is about
relationships between
businesses, consumers, non
profit organizations and
media
marketing
a contemporary, multi-dimensional vision
Relationship Marketing
14. 3 visions of marketing
Transaction marketing
A supplier (of products, services or ideas) initiates and implements a process aiming at
convincing a potential client to carry out a transaction bringing to each of them a feeling of
satisfaction. This process may lead to a negociation.
Usage marketing
A supplier imagines and manages a specific «usage experience» aiming at delivering partners /
clients satisfaction ina context of immediate consumption or longer term utilization. Value
perceived through usage should lead customer loyalty and/or to diffusion of supplier
reputation.
Relationship marketing
A supplier builds and maintains trustful long term relationships with a group of clients (partners)
in order to carry out repeat transactions to everyone’s satisfaction. This process leads to the
creation of a marketing network that becomes one of the supplier’s prior assets
16. marketing is not only targeted at direct customers:
some key transactions also occur with other
internal or external target groups
prescriptors
customers
users
influencers
suppliersemployees
17. marketing is a process initiated by organizations in order to
get control over transactions that are crucial for their
immediate existence and their future.
Businesses and organizations can survive in the long term if and only if they can lead
repeated profitable transactions.
« Profitable » means that they are able to fulfill their ultimate mission i.e. creating
economic value in a socially controlled environment or creating social value while
balancing cost and revenue over the long term.
Le marketing is the process initiated and managed by organizations in order to
generate these « repeated profitable transactions » in such a balanced way.(long
term sustainable business) .
« Repeated profitable transactions » will occur because marketing means generating
satisfaction for the client both during the transaction and the usage of product or
service (notion of transaction & usage marketing)
If the marketing process is well managed, the client will be willing to repeat the
transaction again and again and/or to recommend to other people to do so (notion of
relationship marketing)
18. marketing: also a company culture
production
sales
customer
societal
wiki
product
how company cultures
evolve over time
temps
external
orientation
internal
orientation
19. marketing: an evolving function in the
buiness organization
manufacturing
sales
marketing
before today
MARKETING
manufacturing
logistics
sales hrm
20. marketing: also a management function
main philosophy
key choices
execution planning
monitoring
--------------------------------------------------------
--------------------------------------------------------
------------------------------------------------------
corporate vision/strategy
marketing strategy
integrated
marketing plan
control system /
performance
indicators
21. marketing
creating, convincing, then delivering
value
SATISFACTION
reason based
emotional
TARGET
customer
user
conception
communication
chanelling
a value proposition
loyalty
buzz
product
image price
feelings
creating
delivering
convincing
22. marketing: the classical process
Conceiving a unique proposition, fitting target needs and
different from those of competitors
Choosing target market and understanding
its needs, wants & requests
Communicating and make it accessible
Convincing target customer to do whatever needed to lead
to his-her-its satisfaction
Delivering real value et managing customer / user
perception of value
23. Il y a une phase stratégique et une phase
opérationnelle
Deux types de compétences: l’analyse et
la créativité
A gérer au niveau de chaque cible
individuelle (micro-marketing) et au niveau
des agrégats (macro-marketing)
to remember !
marketing is both strategic and
opérational
2 skills needed: analysis and creativity
to be managed at individual level
(micro-marketing) and at group level
(macro-marketing)
