HOW HAVE MARKETING DEPARTMENTS BECOME IP MARKETER ( PROMOTION

PRIORITY) ? WHY HAS THIS HAPPENED?

In today's highly competitive global economy, the need for marketing department to
become an IP Marketer is commendable to captivate a demanding and extremely
diversified clientele.
A marketing strategy should establish a clear link between products or services.
Customers should be able to distinguish, at a glance, between products or services and
those of competitors and associate them with certain desired qualities.
Intellectual Property (IP), when efficiently used, is an important tool in creating an image
for the business in the minds of current and potential customers and in positioning
business in the market. IP rights, combined with other marketing tools (such as
advertisements and other sales promotion activities) are crucial for:

Differentiating products and services and making them easily recognizable

through trade and service marks. Collective Marks can also be used to foster
foster an alliance or facilitate cooperation with other organizations so as to take
full advantage of common resources.

Promoting products or services and creating a loyal clientele. Patent protection

is necessary for newly introduced product

Diversifying market strategy to various target groups through geographical

indicators. Capitalize on the reputation of products that emanate from such area
or benefit from such skills in marketing strategy makes sound business sense in
differentiating products from those of others. The Company must maintain the
standards and quality expected of goods produced in that region or with such
expertise.

Marketing products or services in foreign countries Through creative designs that

appeal to diverse groups of customers from different age groups, regions,
cultures, etc. Having design rights on an attractive shape or style of a product
may give you the much-needed edge over the competition.

WHAT IS THE ROLE OF THE EMPLOYEE IN CARRYING OUT THE COMPANYS

MARKETING STRATEGY AND GOAL?
A company must develop a clear and compelling strategy and set of policies and
communicate them effectively to every employee. Human Resource plays a vital role in
achieving this. The customer comes first. This is one of policy that each employee
must internalize and behave accordingly to fulfill a goal that goes a long way towards
building loyal customers.
Human resource carries out four roles to ensure that employees can carry out the
marketing strategies and goals. They are as follows:

Strategic partners - Human resource professionals must be able to work with

the organization so that HR is in sync with the company's long-term vision and goals

Administration experts - Carrying out administrative duties, like providing the

tools the organization needs to successfully operate, is part of the duties of HR.

Change agents. - Human resource professionals need to be able to discover

new methods that move the company forward.

Employee champions Taking care of employees in terms of managing their

selection, recruitment, compensation issues, development, and administration is
included in the duties of an HR professional.

With all these in place, every employee is more likely to achieve, if not exceed, the
expectation of the Company to carry out its marketing strategies and goals.

The One Number You Need to Grow

The One Number You Need to Grow
THE
THE PACK
BY DAVID
P REED FEBRUARY 2001
The LAW
One OF
Number
You Need
to Grow
SUMMARY
The Internet is a network of networks, and its value lies in the connections it enables.
As managers and entrepreneurs try to measure that value, they have paid a great deal
of attention to two types of networks. The simplest is the ONE-TO-MANYOR
BROADCASTNETWORK, through which a central supplier broadcasts information to
a large number of users. An example is the Web portal, which delivers news and other
content to many visitors. More complex, and more valuable, is the ONE-TO-ONEOR
TRANSACTIONALNETWORK, which connects individual users with other individual
users to exchange information or complete other transactions. Common examples are
e-mail and instant messaging.
But theres a third type of network that, although less understood than the other two, is
actually the most valuable of all. Its the many-to-manyor group-formingnetwork,
which allows network members to form and maintain communicating groups. Examples
of GROUP-FORMING NETWORKS, or GFNs, include on-line communities, businessto-business exchanges, and buyer cartels.
Companies that can capitalize on the power of GFNs will gain the strongest
competitive advantages that the Internet has to offer.
The ways to gauge the value of broadcast and transactional networks are fairly well
established. As the number of users on a broadcast network rises, its value increases in
a linear fashion. Every new member adds the same amount of value, no matter how
large the network becomes. In a transactional network, value grows much faster.
Because each new member increases the number of potential connections available to
all other members, the value of each member keeps rising as the network expands.
This relationship is captured in Metcalfes Law, which states that the value of a one-toone network grows in proportion to the square of the number of users. If the
number of network members equals n, in other words, the value of a one-to-many
network grows in proportion to n while the value of a one-to-one network grows in
proportion to n2.
But even Metcalfes Law understates the value created by a group-forming network as it
grows. Lets say you have a GFN with n members. If you add up all the potential two-

person groups, three-person groups, and so on that those members could form, the
number of possible groups equals 2n. So the value of a GFN increases exponentially, in
proportion to 2n. This is the Reeds Law and its implications are profound.
A network-platform business like America Online (AOL) provides a mix of networkbased services to its customers. One thing it does is broadcast content like weather
reports and news. Because content is served to one user at a time, it creates value
proportional to the number of users on the network. Another AOL service is messaging,
a one-to-one medium. According to Metcalfes Law, the value of messaging grows
proportionally to the square of the number of users. Finally, AOL enables users to form
groups through such mechanisms as chat rooms and multiplayer games. According to
Reeds Law, the value of such GFNs grows exponentially. So these networks quickly
come to dominate the overall value created by AOL The Relative Value of AOLs
Services). Not surprisingly, as AOLs membership has expanded, a large share of
users attention has shifted away from accessing content and toward group-forming
activities.
ANALYSIS
Networking is all about making connections. It is mutually building beneficial
relationships. It operates as a catalyst to ensure meeting the right people to include in
the network and expand the sphere of influence. It provides the most productive, most
proficient and most enduring tactic to build relationships. To succeed, one must
continually connect with new people, cultivate emerging relationships and leverage the
network.
The most powerful application of Reeds Law may be in the business-to-business
space in the Internet. Exchanges and similar Net-based business networks can help
customers band together to request customized products and services from suppliers,
and they can help suppliers organize alliances to create new products and services. As
these networks grow, the value they deliver to their member companies will greatly
magnify, and the organizations or consortiums that operate them will gain ever greater
market power. As Reeds Law would indicate, the most successful businesses on the
Internet will travel in packs.