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CONCEPTS........
21st -century
Marketplace transition marketplace
from the 1950s Transition of
information technology
Logistics/
digitalization
Market
Cost-cutting orientation
re-engineering
Price competition
Growing emphasis
Rise of quality towards
competitiveness
– emergence of
strategic marketing
Globalization concept
Marketing
Mix
Place
Product
Convenience
Customer
Solution Price Promotion
Customer Communication
Traditional Organization
Chart
Top
Management
Middle Management
Front-line people
Customers
Customer-Oriented
Organization Chart
Customers
Front-line people
Middle management
s
C
er
us
m
t
Top
om
to
us
manage-
er
C
s
ment
Evolving Views of
Marketing’s Role
Finance
Production
Production Finance
Human
resources
Marketing Human
resources Marketing
Fi
du
na
ro
nc
P
e
Marketing Customer
re
Hu ur
ce M
so
ur an
n ar
s
ma ces
ce
ke
so m
in tin
F
re Hu
n
Marketing
Customer
re
Hu ur
so
e
m ces
n c
an
n a
Fi
Negative demand
Nonexistent demand
Latent demand
Declining demand
Irregular demand
Full demand
Overfull demand
Unwholesome demand
• “Our plan is to lead the public with new
products rather than ask them what
kind of products they want. The public
does not know what is possible, but we
do. So instead of doing a lot of market
research, we …try to create a market
for a product by educating [the public
about what the product can do for
them]. ”
(Akio Morita, CEO of Sony)
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS
ARE BUILT