一、市场、市场营销与市场营销学的含义
1、市场的含义
市场营销学是站在卖方的角度来理解和运用“市场”这一概念的，因此市场通常仅指买方，即专指需求，而不包括卖方即供给一方。在市场营销学的范畴里，“市场”往往等同于“需求”。
2、市场营销的含义、内容及本质特征 （1）市场营销的含义
。市场营销是指一个企业为适应和满足消费者需求，从产品开发、定价、宣传推广到将产品从生产者送达消费者，再将消费者的意见反馈回企业的整体企业活动。
（2）市场营销活动的内容 。在市场营销观念下的市场营销活动，不仅包括销售，而且同时包括了市场调查、新产品开发、广告活动以及售后服务等等。 (3)市场营销与推销或销售的本质区别
。推销或销售只不过是市场营销中的一部分功能而已。市场营销的“营”是指计划、组织、协调、控制、决策等活动，而“销”只是指上市、发售、推广等。 3、市场营销学的含义、研究对象和研究内容 （1）市场营销学的含义
。市场营销学是一门建立在经济科学、行为科学、现代管理理论基础上的应用科学。
（2）市场营销学的研究对象
。从市场需求出发，研究企业整体营销活动及其规律性。 （3） 市场营销学的研究内容
。探讨在买方市场条件下，营销者如何适应其营销环境，捕捉市场机会，设计、生产适销对路的产品或劳务。并在最适当的时间和地点，以最适应的价格、最灵活的方式，将其送到消费者或用户的手中，从而获利。 二、市场营销观念和营销管理的发展 1、生产观念
生产观念是指在整个社会产品不太丰富、需要大于供给、消费者购买产品毫无选择余地的情况下，厂商们所持的指导市场营销的一种观点。 2、产品观念
这是一种与生产观念类似的经营思想。它片面强调产品质量，而忽视市场需求，以为只要产品质量好，技术独到，自然会顾客盈门。 3、推销观念（销售观念）
这是以销售为中心的经营指导思想。主张运用推销技巧，千方百计诱使消费者购买更多的产品，而不顾客是否真正需要。目的是要通过开拓市场，扩大销售来获利。
4、市场营销观念
这是以顾客需要和欲望为导向的经营哲学，它把企业的生产经营活动看作是一个不断满足顾客需要的过程，而不仅仅是制造成销售某种产品的过程。它是以买方需要为中心，并通过使顾客满意来获特利润。 5、社会营销观念
它要求企业的营销活动不仅要满足消费者的需要和欲望并由此获利，而且要符合消费者自身和整个社会的长远利益，要正确处理消费者欲望、企业利润和社会整体利益之间的矛盾，统筹兼顾，求得三者之间的平衡与协调。 ☆新旧营销观念的区别 旧观念 新观念 起点不同： 工厂 市场 中心 不同： 现有产品 顾客需要 手段不同： 推销及促销 整体营销 终点不同： 通过销售 通过顾客 获得利润 满意获利 ☆市场营销观念的实施
1、使“全员”具有市场营销观念； 2、全面理解满足消费者需求的内容； 3、树立长期利润的观点； 4、改革企业内部的管理结构； 5、建立科学的营销管理程序。
what is marketing?
What is marketing?
There are many different definitions of marketing. Consider some of the following alternative definitions:
“The all-embracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time”
“The achievement of corporate goals through meeting and exceeding customer needs better than the competition”
“The management process that identifies, anticipates and supplies customer requirements efficiently and profitably”
“Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges”
Which definition is right? In short, they all are. They all try to embody the essence of marketing:
• Marketing is about meeting the needs and wants of customers;
• Marketing is a business-wide function – it is not something that operates alone from other business activities;
• Marketing is about understanding customers and finding ways to provide products or services which customers demand
To help put things into context, you may find it helpful to often refer to the following diagram which summarises the key elements of marketing and their relationships:
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key terms
对这个问题，有些人理解片面，把市场营销等同于推销。然而推销并非是营销，推销仅仅是市场营销的内容之一。著名管理学家彼得·德鲁克曾经指出，―可以设想，某些推销工作总是需要的，然而营销的目的就是要使推销成为多余，营销的目的在于深刻地认识和了解顾客，从而使产品或服务完全地适合它的需要而形成产品自我销售，理想的营销会产生一个己经准备来购买的顾客，剩下的事就是如何便于顾客得到产品或服务……‖美国营销学权威菲利普·考恃勒认为，―营销最重要的内容并非是推销，推销只不过是营销冰山上的顶点……，如果营销者把认识消费者的各种需求，开发适合的产品，以及订价，分销和促销等工作做得很好·这些产品就会很容易地销售出去。‖
正如著名学者所述，营销不是推销。营销工作早在产品制成之前就开始了。企业营销部门首先要确定那里有市场，市场规模如何，有哪些细分市场，消费者的偏好和购买习惯如何: 营销部门必须把市场需求情况反馈给研究开发部门，让研究开发部门设计出适应该目标市场的最好的可能产品。营销部门还必须为产品走向市场而设计定价，分销和促销计划，让消费者了解企业的产品，方便地头到产品。在产品售出后，还要考虑提供必要的服务，让消费者满意。所以说，营销不是企业经营活动的某一方面，它始于产品生产之前，并一直延续到产品售出以后，贯穿于企业经营活动的全过程。 许多有关于市场营销的定义将有助于我们对营销的理解。美国营销协会把营销定义为：―营销是引导商品和劳务从生产者到达消费者或用户手中所进行的企业活动。‖ 英国营销学会则认为，―一个企业如果要生存、发展和盈利，就必须有意识地根据用户和消费者的需要来安排生产。‖ 日本企业界人士认为，―在满足消费者利益的基础上，研究如何适应市场需求而提供商品和服务的整个企业活动就是营销。
尽管以上有关市场营销的定义不尽相同，但从这些定义中可以归纳出以下几点：
(1)市场营销是一个综合的经营管理过程，贯穿于企业经营活动全过程。
(2) 市场营销是以满足顾客需要为中心来组织企业经营活动，通过满足需要而达到企业获利和发展的目标。
(3) 市场营销以整体性的经营手段，来适应和影响需求。综上所述，我们可以对市场营销作出这样的概括，市场营销是企业以顾客需要为出发点，有计划地组织各项经营活动，为顾客提供满意的商品和服务而实现企业目标的过程。
There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs. Marketing is the social process by which individuals and groups obtain what they need and want
through creating and
exchanging products and value
with others
Kotler.
Marketing is the management
process that identifies, anticipates and satisfies customer requirements
profitably -
The Chartered Institute of
Marketing (CIM).
The CIM definition (in common with Barwell's definition of the marketing concept) looks not only at identifying customer needs, but also satisfying them (short-term) and anticipating them in the future (long-term retention).
The right product, in the right place, at the right time, at the
right price -
Adcock.
This is a snappy and realistic definition that uses McCarthy's Four Ps.
Marketing is essentially about marshalling the resources of an organization so that they meet
the changing needs of the
customer on whom the organization depends -
Palmer.
This is a more recent and very realistic definition that looks at
matching capabilities with needs.
Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting
under constraints - technical (economic) and ethical (social) - create the transactions or flows
which resolve market separations and result in exchange and consumption.
Bartles.
This definition considers the economic and social aspects of marketing.
The Philosophy Marketing and the Marketing Concept.
The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. It is driven by senior managers, passionate about delighting their customers.
Marketing is not only much broader than selling, it is not a
specialized activity at all It encompasses the entire business. It is the whole
business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore
permeate all areas of the
enterprise. Drucker.
This customer focused philosophy is known as the 'marketing concept'. The marketing concept is a
philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and
satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.
Barwell.
The achievement of corporate goals through meeting and exceeding customer needs better than the competition.
Jobber.
Implementation of the marketing concept [in the 1990's] requires attention to three basic elements of the marketing concept. These are:
Customer orientation; An organization to implement a
customer orientation; Long-range customer and
societal welfare.
Cohen.
Now that you have been introduced to some definitions of marketing and the marketing concept, remember the important elements contained as follows:
Marketing focuses on the satisfaction of customer needs,
wants and requirements.
The philosophy of marketing needs to be owned by everyone
from within the organization.
Future needs have to be identified and anticipated.
There is normally a focus upon profitability, especially in the
corporate sector. However, as public sector organizations and not-for-profit organizations adopt the concept of marketing, this need not always be the case.
More recent definitions recognize the influence of marketing
upon society.
What is Marketing?
What exactly is marketing and why is it important to you as an entrepreneur? Simply stated, marketing is everything you do to place your product or service in the hands of potential customers.
It includes diverse disciplines like sales, public relations, pricing, packaging, and distribution. In order to distinguish marketing from other related professional services, S.H. Simmons, author and humorist, relates this anecdote.
\"If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. If the young man tells his date how handsome, smart and successful he is -- that's advertising. If someone else tells the young woman how handsome, smart and successful her date is -- that's public relations.\"
You might think of marketing this way. If business is all about people and money and the art of persuading one to part from the other, then marketing is all about finding the right people to persuade.
Marketing is your strategy for allocating resources (time and money) in order to achieve your objectives (a fair profit for supplying a good product or service).
Yet the most brilliant strategy won't help you earn a profit or achieve your wildest dreams if it isn't built around your potential customers. A strategy that isn't based on customers is rather like a man who knows a thousand ways to make love to a woman, but doesn't know any women. Great in theory but unrewarding in practice.
If you fit the classic definition of an entrepreneur (someone with a great idea who's under-capitalized), you may think marketing is something you do later -- after the product is developed, manufactured, or ready to sell. Though it may feel counter-intuitive, marketing doesn't begin with a great idea or a unique product. It begins with customers -- those people who want or need your product and will actually buy it.
Entrepreneurs are in love with their ideas, and they should be. After all, why would anyone commit their energy, life savings, and no small part of their sanity to anything less than a consuming passion. Because
entrepreneurs are passionate about their idea, product, or service, they innocently assume other people will feel the same. Here's the bad news -- it just doesn't work that way!
People have their own unique perceptions of the world based on their belief system. The most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people's perceptions.
Context can be many things, singly or simultaneously. To name a few, you may market to your customers within the context of their wants, needs, problems solved, or situation improved. Entrepreneurs need to be aware of many other contexts, such as social and economic trends or governmental regulations, which we'll discuss another time.
People don't just \"buy\" a product. They \"buy\" the concept of what that product will do for them, or help them do for themselves. People who are overweight don't join a franchise diet center to eat pre-packaged
micro-meals. They \"buy\" the concept of a new, thin, happy and successful self.
Before you become consumed with entrepreneurial zeal and invest your life savings in a new venture, become a smart marketer. Take time at the beginning to discover who your potential customers are, and how to effectively reach them.
Without a plan, your entrepreneurial dream is really wishful thinking. While a marketing plan can be a map for success, remember that the map is not the territory. A strategy that ignores the customer isn't an accurate reflection of the landscape.
A good marketing plan can help you focus your energy and resources. But a plan created in a vacuum, based solely on your perceptions, does not advance the agenda. That's why market research, however simple or sophisticated, is important.
Just keep in mind that research attempts to predict the future by studying the past. It reveals what people have done, and extrapolates what people might do -- not what people will do.
Planning is imperative, research is important, but there's no substitute for entrepreneurial insight. After all, as Mark Twain wrote, \"You cannot depend on your eyes when your imagination is out of focus\".
What is Marketing?
A great many words have been written on the subject of \"what's marketing all about?\and if you come to Middlesex University Business School you will read quite a few of them! Depending on the marketing guru you follow, the textbook you read, or the Web site you visit, you will find marketing variously defined as:
the management process which identifies, anticipates, and supplies customer requirements efficiently and profitably
a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others
Some definitions are a little less academic:
Marketing is the art of making someone want something you have Marketing deals with two important things: money and emotions
And some are extremely brief and to the point: Satisfying customer needs
(If you want to know the source of these quotations, click here.) Reduced to the bare essentials, marketing is about attracting, retaining, and satisfying customers profitably. In times gone by, that often meant producing shoddy products that nobody would really want to buy, and then persuading people to part with their cash by using clever sales techniques or manipulative advertising. There may still be some of that around today. But most companies now operate in highly competitive markets, and if they don't seek out and supply exactly what customers want, then someone else is certain to do it better.
It is the responsibility of marketing managers to find out what customers really want, and make sure that the company supplies it. Naturally, you've also got to tell people about the great products and services you have on offer, so advertising and selling are also a part of what we call the 'marketing mix'
Marketing is crucial for business success. Without paying attention to what it sells, what price it charges, how it promotes its products, and where it sells them, no company can survive. These are the issues that marketers grapple with every day, and it is what marketing is all about.
Who is it for?
Marketing tends to be seen as a creative industry – a study by Research International found that most people outside the marketing profession believe that the residents of the marketing department spend most of their time occupied with ad campaigns, promotions and, of course, long lunches!
But there is much more to marketing than lunching with ad agencies and debating the new colour of the firm’s logo. It’s true that marketing requires some artistic flair, and even though the work of the marketing department is increasingly constrained by legal restrictions, to be a good marketer you need to be imaginative, provocative and intuitive. But marketing also demands a fair degree of scientific thinking. It is a complex profession, requiring a broad understanding of technology, an awareness of how to use data, plus a good grounding in a variety of other scientific and mathematical principles.
Like any profession, there are different areas within marketing which students can chose to specialise within. These include:
Market Research Communications Public Relations Strategic Management International Marketing Advertising and Branding Direct Marketing Events Organisation Database Marketing How do I get into marketing?
A qualification from The Chartered Institute of Marketing is now recognised around the world as an essential requirement by many employers. There are a range of courses to choose from for those who are just starting out in their career as well as for experienced marketing professionals. Students can chose to study The Institute’s courses at one of its many accredited study centres within the United Kingdom and worldwide. In addition, students undertaking university degrees within marketing and related disciplines very often receive certain exemptions if they study with The Institute afterwards.
How much do I get paid?
Salaries range from around £20K for a junior marketing manager to £50K and more for a marketing director. Marketing is a popular career choice for graduates, and competition to land that all-important first job is tough.
Some useful advice for gaining marketing experience
Employers appreciate someone who has a real passion for their chosen profession, academic excellence is not always enough. University offers an excellent opportunity to gain experience in the field of marketing which sadly, very many students miss. Getting involved in promotional activities for student societies, or participating within a Student Brand Manager scheme run by some of the national newspapers, is one way to learn and gain some valuable experience within marketing. It could even be something as simple as designing and placing posters around campus for a friend’s election campaign.
Whilst it is true that there is much more to the profession of marketing than posters and t-shirts, these basic initiatives on behalf of ambitious students will help them stand out from the crowd and prove to prospective employers their strong level of commitment.
Student testimonials
“There are so many marketing graduates now that you have to give yourself a
competitive edge. The CIM qualification will give you that edge. Besides this, try to get work experience in industries as close to those you would wish to work in ideally”. He says “Remember that marketing is what you make of it. The best organisations are led by it, others use it merely for administrative purposes. Choose the right company for you where marketing is at the heart of the business.”
Neil Collins – Marketing Executive, British Red Cross
“Employers need a „standard‟ to judge candidates and the CIM qualification stands out as an excellent marker for the marketing profession. When I received my CIM Postgraduate Diploma I finally felt that I was a bonafide marketer and knew I had become a professional.”
Jodine Milne – Marketing Manager, Stagecoach North East
Hamad Ali
The Chartered Institute of Marketing (0) 1628 427 139
SyedHamadAli@cim.co.uk
Marketing refers to promotion and can also involve pricing, product placement and distribution when relevant. Promotion can be limited to a specific target group, or it can be aimed at the general public. Although marketing is often interchangeably used with the word advertising, marketing can be more specifically described as the game plan by which the advertising will be carried out, as in a marketing strategy.
Marketing strategies differ depending on the product, target market and budget. Many marketing strategies for individuals, teams, charities, clubs and even small businesses can revolve around free and low-cost advertising. An example of free advertising might be to include a hyperlinked signature line to your website in all of your online posts. An online mailing list -- ideally an opt-in list to avoid spamming -- can also be a form of free advertising. Press releases are yet another. Low-cost marketing strategies include items like customized mouse pads, pens, stickers and tee shirts. Flyers and local newspaper ads can also be part of a low-cost marketing strategy. On a larger scale, getting an unknown brand name, product or service into a viable moneymaking position requires robust marketing. Online advertisements placed on key high-traffic websites might be one option, while advertising in national newspapers and magazines might be another. One of the most expensive marketing strategies includes well-placed billboard ads and television commercials.
Marketing is unlimited by creativity and can go beyond conventional means. If the business relies on local beach traffic, for example, a small plane can pull a banner along a busy beach on a hot summer day. If the desired target market fills the busy inner city, an advertisement on a bus line might be a cost-effective means of marketing. Radio is another marketing tool that has wide coverage.
Regardless of product, the marketing objective is to reach the intended audience with a message and delivery system that reflects the product itself -— or at least does not detract from it. For example, an upscale Beverly Hills jeweler would waste advertising dollars placing billboards on a bus line. Hiring a graphic designer to put together a full-page ad for a magazine like Vanity Fair is a more likely marketing strategy. Conversely, a major studio marketing a new movie starring former wrestler The Rock will not likely divert money into a costly magazine ad that caters to a market outside the movie's main target audience. Inner city buses, billboards, television trailers and online advertisements will be a more likely marketing choice.
Aside from acquisition, or expanding the customer base or brand awareness, marketing is also concerned with base management. This refers to \"in-house\" marketing that keeps current clientele coming back. Sales, discounts for customer loyalty based on punch cards, and other strategies can all be part of a good marketing plan.
Marketing is an investment that, if done wisely, not only pays for itself but allows a business to grow. When proper marketing gets the message to the right audience, delivered in the right context, at the right price, you can't go wrong. Hiring an experienced marketing consultant can help the new business owner to develop effective strategies. Various books are also available on marketing strategies and can shed more light on the options available.
What is Marketing?
Understand the principles of marketing and how they can be applied to any business.
Customers are the lifeblood of any organisation. Without customers any organisation would cease to exist. Marketing manages the organisation’s relationship with customers. If you do not understand marketing you cannot understand
business.
One of the biggest reasons for business failure is an organisation's inability to market itself properly. Get it right and business benefits will ensue. Get it wrong and precious time, effort and resources will be shamefully wasted.
This intensive and highly interactive course will provide people new to marketing with an understanding of marketing principles and how they can be applied to any business. It will help you understand how marketing works to improve business performance by creating satisfied customers who return time after time. Who should attend?
Those new to marketing and those currently working in other areas of the business who need to know more about marketing. Outline programme
Marketing orientation and the value proposition
What is marketing? The history of marketing
How marketing creates value for customers and businesses The marketing mix
Marketing within the organisation
The marketing department; roles, responsibilities and internal relationships Working with suppliers and managing external relations
The battle for the consumer’s mind
Customer insight; what motivates the consumer? Understanding the use of data and marketing research Strategic value of the database Market segmentation and targeting
Creating a sustainable position in the marketplace Branding – increasing your brand equity
What marketers do
How to write a marketing plan
Product development and life-cycle strategies Pricing decisions and implications
Getting the product to customers – channel opportunities
Communicating with customers
How to plan a media neutral communications strategy Developing and implementing an integrated programme Maximising response and building the brand
Measuring marketing
Looking at the payback – calculating ROI Defining customer value – Lifetime Value (LTV) Budgeting – the true cost of marketing communications
Case studies
Brand management at Vauxhall cars
How Hewlett Packard used brand communications to shift perceptions
What next?
How to develop your marketing career The future of marketing – where it will take us
、
Internet Marketing Strategy: Why is it Important?
Would you start a business without a business plan? Would you place your yellow pages ad in an irrelevant category just to see if anyone would call? Would you pay thousands of dollars to have a billboard ad created and placed where there is no traffic?
If you are among the majority of business owners you probably answered no to all of the above questions. Businesses are very careful when it comes to spending marketing dollars, but truth is most businesses have neglected the most effective marketing tool that they have which is the strategic planning of their internet presence. It's not a problem to spend thousands of dollars to pay for the design and development but the planning process and strategy building has been neglected. Why? Many are under the misconception that a web designer is an expert in the area of Internet marketing and that they are also well versed in search engine optimization. They are only met with disappointment. Do you know anyone who has experienced following problems:
Minimal sales and conversion.
Traffic to the site is not as expected or hundreds of dollars are being paid for traffic leads but still
there is no conversion from that traffic.
Subscriptions to reports or newsletters that you offer are slim to none.
You've received only minimal requests for services or products by email or telephone since your
site launch.
How could these problems have been avoided? An Internet Marketing Strategy can help position you to your target and niche market as well as increase conversion by following the five levels of the sales process mentioned below. While the answer seems simple the process is a bit more involved but vital to the success of a business that is about to launch online.
Why is Internet Advertising and Marketing Important?
The Internet is a tool enabling businesses to reach literally millions of new customers each month. The Internet is redefining the relationship between businesses and consumers, for the first time in history a small to medium sized company now can reach all over the globe to share information about it's products and services. Now your business can advertise and reach customers on a global scale that just a few years ago was available to only a hand full of large
corporations. One advantage to advertising on the internet is the fact that the it is always on. Your businesses image is shared 24 hrs a day 7 days a week. Shoppers can visit your site at their Convenience from the comfort of their own homes. It is like having your doors open 24 hrs a day 7 days a week.
Another advantage is the Internet is enabling consumers to purchase from companies outside their geographical location; many items that were once available only in certain areas now are available worldwide thanks to the Internet. I believe the Internet will dramatically change the way we purchase and use the products and services we use daily. But don't take my word for it here is a recent quote from Alan Greenspan to the senate Budget Committee
\"A significant part of the distribution of goods and services in this country is going to move from conventional channels to some sort of Internet system -- whether it's retail goods or services.\"
Alan Greenspan Federal Reserve Chairman Report to Senate Budget Committee January 28, 1999
The question of many trying to decide whether or not Internet advertising is for them is addressed below.
According to a recent study (Stanford Poynter Study) done at the Poynter Institute on how people read the news on the Internet, it was found that 45% of subjects look
directly at banner ads and they focused on them for an average of one second.
The Internet Advertising Bureau (IAB) confidently states in a recent article that: ?The Net is the Fastest Growing Medium in History
?Web ad banners build brand awareness and may be better at generating awareness than television or print advertising
?Internet Demographics are a Marketer's Dream.
As Jeffrey Graham writes in his article In Defense of the Banner for ClickZ.com: \"Good online advertising integrates into the user experience and offers relevant, compelling information just as any other form of advertising does.\"
According to a PriceWaterhouseCoopers Internet Advertising Revenue Report for the 3rd quarter of 1999, \"Internet/online advertising revenues surpassed the $1.0 billion quarter for the first time, totaling $1.2 billion for the third quarter of 1999\" and that this was a \"148 percent growth over the 1998 third-quarter total of $491 million.\"
The Industry Standard magazine shows projections for online advertising to reach a
staggering $30.8 billion dollars by 2005 - up from $7 billion in 2000.
Why Internet Marketing Is Important
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There's no more stopping the Internet. You can't deny that it has become a part of many people's lives and many are foregoing other traditional media for the internet. More and more people getting their information and other requirements online so it only makes sense for businesses to use the internet as a marketing tool. The internet can be one of the most efficient and cheapest ways to promote your company and products.
Print advertising is one of the most expensive advertising media available to businesses. Print media includes newspapers, magazines, phone books and journals. Because of the increasing costs of print media production, print advertising fees can be exorbitant. TV and radio advertising can reach a wider audience but just like print advertising broadcast media advertising fees are expensive.
With the Internet, promoting a business can be done for a shoe-string budget. Aside from cost-efficiency, one advantage of online advertising is that there many creative and efficient ways to advertise online. The Internet is much more flexible tool than print or even broadcast media. Aside from static ads, you can create active ads with sounds, motions, etc. You can also have links and create interactive advertising features. There are many creative ways to highlight your products online and they are often much more affordable than creating advertising for TV.
There are also a number of cost-efficient ways to advertise online. One method is to sign up for a cost-per-click scheme which means you only pay for every valid click to your ad or your link. With this scheme, you don't have to pay for the ad placement unless someone actually finds an interest on your ad and clicks on it.
The most important reason why businesses should consider using the internet as a marketing tool is because it is here to stay. In the next few years, millions more will get connected to the internet, it will become an even bigger force and many more people will look and find what they need online. The internet has allowed people to communicate instantaneously to anybody around the world and it has changed the way people got their information. It has even changed the way people shopped. It will continually change the way people lead their lives in the coming years. The internet is continually breaking barriers everyday. In the future, it will become an even more essential part of people's lives so it's only sensible for companies to utilize this modern communication tool to their advantage. With the internet anyone can reach anybody from anywhere practically for free. A small home-based company can reach a potential business partner, a client, a supplier who lives half-way around the world. There are no technologies available yet that has the same reach as the internet. Whereas before it would cost an
arm and a leg to communicate with someone from another continent, now it is has become affordable. Aside from the distance, the internet also allows entrepreneurs to reach more people for less money.
The Final Pillar: The Marketing Organization
We have now reached the final pillar in the reinventing marketing series. I have discussed the importance of brand building, integrated marketing communications and marketing accountability in my previous posts.
In addition to those critical elements, einventing the total communications process also requires a reinvented marketing organization – one that provides true strategic leadership, consumer centricity and process efficiency. It‟s an organization that makes every facet of marketing -- work brilliantly -- in service of the business‟ overarching goals.
There are four critical dimensions to reinventing the marketing organization:
Goal alignment Internal partnerships External resources The marketing professional
1. Goal Alignment
Businesses utilize their marketing function in different ways, for different purposes. It‟s critically important that the marketing organization – and the chief marketing officer – be in alignment with the business goals of the enterprise as viewed by the CEO and the key line managers.
In most cases, they‟re not, according to a study the ANA and Booz Allen completed in 2004. That study compared CEO priorities with chief marketing officer priorities. The CEO priorities were top line growth … speed, flexibility and adaptability to change …
and customer loyalty and retention. In contrast, CMOs were most focused on branding guidelines … counseling divisions … and sharing best practices. That‟s a stark misalignment, don‟t you think?
It‟s vitally important that the CMO and marketing organization understand their mission and be aligned with the goals of top management. In conjunction with the ANA, Booz Allen has identified a spectrum of six different roles that marketing can fulfill within a business. They include:
At the highest level, marketers can be Growth Champions – Here marketing is literally responsible for driving the company‟s priorities – leading the development of its brands, products and new businesses.
Next, marketers can be Senior Counselors – In this case, marketing serves as the primary advisor on marketing strategy to the CEO and individual businesses and leads major advertising, promotion and public relations campaigns. Another role is for marketers to be the corporate Brand Builders – Here the function provides marketing services – from communications strategy to creative output and campaign execution in support of the company‟s key brands. Of course, we can be the Marketing Masters – In these organizations, marketing develops and leads large enterprise-wide marketing efforts and helps set the company‟s priorities.
In some instances, marketing serves as Best Practices Advisors – working with individual businesses to maximize marketing effectiveness and efficiency by bringing best practices to advertising, promotion, public relations and other activities.
Finally, marketers can fulfill a Service Provider function – In this situation, marketing provides advertising, promotion and public relations services at the request of the company‟s brand and product teams.
Booz Allen has created a helpful web-based tool (marketingprofiler.com) that enables marketers to identify where their function falls on this continuum and then take steps to increase the effectiveness of their current role – or migrate to a higher impact one. Understanding exactly how the marketing function fits into the overall organizational structure as well as how its purpose is viewed by the CEO and other senior executives is essential. In fact, Booz Allen recommends that the CMO and CEO create a “contract” that specifically sets forth the roles and expectations for success. 2. Internal partnerships
In many companies, marketing has become disconnected from – and worse, adversarial with – other organizational functions, like finance, the supply chain and sales. Marketers need to reach out and form strong partnerships with these departments – listening to them, educating them and accommodating their needs and goals. Wachovia has done this extremely well. As part of their five-year marketing reinvention process, they created what they call “an uncommon partnership of Marketing, Analytics and Finance” – a partnership that has transformed the company as a whole and focused upper management on “asking the right questions” about marketing and its role within the enterprise. 3. External Resources
Externally, the marketing organization also needs to develop a new type of partnership with its outside agency resources. Foremost, marketers should never cede responsibility for their programs to agencies or outside consultants. Doing so is inappropriate – even irresponsible – in the reinvented marketing organization. It risks being held hostage by an outside entity that – even in the best of circumstances – has different business priorities. Marketers
must
control,
drive
and
integrate
the
marketing
process
themselves…internally. They must be the masters of marketing – or as the brilliant marketing consultant Peter Sealey puts it – the maestros of marketing.
To help fuel a constant flow of new ideas and approaches, the new marketing organization should have its own “R&D laboratory” with separate funding expressly for the purpose of exploring innovative marketing approaches.
American Express has just such a function – a group dedicated to creating proprietary, consumer-relevant content with the charter of being completely platform-neutral. It also has another group, the focus of which is to develop ideas that help extract as much value as possible from the company‟s entertainment and media partnerships.
The result? A continuous stream of innovative marketing approaches – as exemplified by a Jerry Seinfeld webisode … an Annie Liebovitz exhibit … a Martin Scorcese short film on reopening the Statue of Liberty to the public …and the Tribeca Film Festival. 4. The Marketing Professional
Finally, reinventing marketing means rethinking what we require of a marketing professional. The ANA published a wonderful article in a recent issue of The Advertiser, called “The World According to Jim.” It‟s an insightful interview with three great chief marketing officers and ANA board members – Ernst & Young‟s Jim Speros, P&G‟s Jim Stengel and Wachovia‟s Jim Garrity. Among other things, these gentlemen reflected on the characteristics they look for in the new marketing professional. Here are a few: Holistic, „system-thinkers‟… customer-centric believers … innovators and dreamers … smart, effective communicators … results-obsessed managers… enlightened measurers … and great team leaders.
In a nutshell, the three Jims are describing the „renaissance marketers‟ who will truly reinvent the discipline of marketing and lead it to a bright future. They are the people, who will build the pillars of a new marketing profession.
Characteristics of Modern Marketers
As we’ve seen, marketing is a critical business function that operates in an environment that is highly scrutinized and continually
changing. Today’s marketers undertake a variety of tasks as they attempt to build customer relationships and the knowledge and skill sets needed to perform these tasks successfully are also varied.
So what does it take to be a successful marketer? Obviously, at the center of a successful marketing career is an understanding of the important concepts that are discussed in this Principle of Marketing tutorial. But basic marketing knowledge is just the beginning, for today’s marketers must possess much more. Among the most important knowledge and skills needed to be successful are:
Basic Business Skills
Marketers are first and foremost business people who must perform
necessary tasks required of all successful business people. These basic skills include problem analysis and decision-making, oral and written communication, basic quantitative skills, and working well with others.
Understanding Marketing’s Impact
Marketers must know how their decisions will impact other areas of the company and others business partners. They must realize that marketing decisions are not made in isolation and that decisions made by the marketing team could lead to problems for others. For example, making a decision to run a special sale that significantly lowers the price of a product could present supply problems if the production area is not informed well in advance of the sale.
Technology Savvy
Today’s marketers must have a strong understanding of technology on two fronts. First, marketers must be skilled in using technology as part of their everyday activities. Not only must they understand how basic computer software is used to build spreadsheets or create slide
presentations, but in a world where information overload is a problem marketers must investigate additional technologies that can improve their effectiveness and efficiency, such as multifunction cellphones, GPS
navigation services and web-based productivity applications. Second, marketers must understand emerging technology and applications in order to spot potential business opportunities as well as potential
threats. For instance, the rapid growth of search engines requires marketers to firmly understand how these fit within an overall marketing strategy.
The Need for a Global Perspective
Thanks in large part to the Internet, nearly any company can conduct business on a global scale. Yet, just having a website that is accessible to hundreds of millions of people worldwide does not guarantee
success. Marketers selling internationally must understand the nuances of international trade and cultural differences that exist between markets.
Information Seeker
The field of marketing is dynamic. Changes occur continually and often quickly. Marketers must maintain close contact with these changes through a steady diet of information.
In the remaining parts of the Principles of Marketing tutorial we explore in further detail the key concepts and strategies that are consistent across nearly all industries and marketing jobs. While reading the tutorial will not guarantee marketing success, it will certainly offer the foundation needed to be a Modern Marketer.
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