Advert Of The Year
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Advert of the year
189
1913 Advertisement of Britannica Encyclopedias
Copyright: Raja Shuja-ul-Haq (2009)
World’s First Recorded Advertisement Advertising Catchphrase:
“Buy me and you will get a good bargain” Ancient Greek Pottery (Lekythos)
Copyright: Raja Shuja-ul-Haq (2009)
530 BC
Evolution of Marketing Concept
Marketing Orientation
Today and the future/ customer• Integrated customer focus (i.e. the philosophy of having a market-led driven business) • Long-run profits through customer satisfaction
Sales Orientation
1970’s and 80’s
• Getting the product off the shelf by promotions (i.e. “Push! Push! Sell! Sell!” philosophy of business) • Short-term gains in profit via sales increases
Production Orientation
1960’s and before
• “Any colour you like, as long as its black” – Henry Ford (i.e. production simplicity more important) • Profits through production controls Copyright: Raja Shuja-ul-Haq (2009)
Stages of Marketing Evolution 4Ps of Product, Price, Placement and Promotion (the Marketing Mix) identified as key decisions in preparing the market offering Shift from 4Ps to 4Cs (of Customer Value, Customer Costs, Customer Convenience and Customer Communication) so as to understand the customers better STP (Segmentation, Targeting and Positioning) Strategic Thinking identified as a prerequisite to the 4P decisions Four possible target levels identified: mass market, a market segment, a market niche or an individual customer Copyright: Raja Shuja-ul-Haq (2009)
Stages of Marketing Evolution
Managing the level, timing and composition of market demand Marketing of ideas, causes, places, people and organisations (Social Marketing)
Copyright: Raja Shuja-ul-Haq (2009)
What do you think?
Is Marketing an “Art” or a “Science”?
Copyright: Raja Shuja-ul-Haq (2009)
Key Artistic Components of Marketing Creativity (Imagination) Persuasiveness (Convincing Power) Observation
Copyright: Raja Shuja-ul-Haq (2009)
Key Scientific Components of Marketing
Market Research Market Modeling Predictive Analytics (i.e. Trend Forecasting) Marketing Metrics Customer Database Operations Decision-making Models and Frameworks
Copyright: Raja Shuja-ul-Haq (2009)
My Opinion: Marketing is more of a science, less of an art
Copyright: Raja Shuja-ul-Haq (2009)
Marketing: Departmental Activity or Managerial Philosophy??? Marketing is a way of doing business
Copyright: Raja Shuja-ul-Haq (2009)
Is Marketing “Selling” ? What do you think?
Is Marketing the other name of “Selling”?
Copyright: Raja Shuja-ul-Haq (2009)
Is Marketing “Selling” ?
Selling is only a tip of the marketing iceberg Selling starts only when you have the product on the shelf Marketing starts before there is a product. It is the homework the company does to figure out: (a) What people need and what the company should make? (b) How to launch, price, distribute and promote the product? (c) How to monitor the results and improve the product overtime? (d) When to change or drop the product?
Copyright: Raja Shuja-ul-Haq (2009)
Is Marketing “Selling” ?
So, the bottom-line …
Marketing is NOT a short-term selling effort but a long-term investment effort !!!
Copyright: Raja Shuja-ul-Haq (2009)
Marketing Department : Should there be one? Marketing is often performed by a department within an organization Advantages Disadvantages A specialized marketing department brings together a group of trained people who focus on the marketing task
Marketing activities should not be carried out in a single department – they should be reflected in all the activities of the organization
My Opinion: Marketing should not be confined to the marketing department only it should be taken as the managerial philosophy of an organization
Copyright: Raja Shuja-ul-Haq (2009)
“Marketing is just far too important to leave to the marketing department” Cofounder Hewlett-Packard (HP) - David
Packard
Copyright: Raja Shuja-ul-Haq (2009)
What do you think? If your company has the best marketing department in the whole world … Can it still fail at marketing? SEEMS IMPOSSIBLE … Copyright: Raja Shuja-ul-Haq (2009)
What if … Manufacturing department put out poor quality products Shipping department ships the orders late Accounting department sends inaccurate invoices All these flaws can potentially loose customers for your business …
Copyright: Raja Shuja-ul-Haq (2009)
So, moral of the story … Marketing is effective only if the whole company delivers the promised value and satisfies the customers !!!
Copyright: Raja Shuja-ul-Haq (2009)
Value Processes Accounting and Finance
Human Resources Manageme nt
Shipment
R&D Manageme nt
Sales and Customer Service
Manufacturin g
Marketing
Process of Going to Market
Customer Value Copyright: Raja Shuja-ul-Haq (2009)
How can the accounting department contribute towards a company’s marketing? Value Processes Accounting and Finance
Human Resources Manageme nt
Shipment
R&D Manageme nt
Sales and Customer Service
Manufacturin g
Marketing
Process of Going to Market
Accounting department can prepare periodic “profitability” reports by product, market segment, geographic areas (regions, sales territories), order sizes, channels, and individual customers … Customer
Value Copyright: Raja Shuja-ul-Haq (2009)
189
1913 Advertisement of Britannica Encyclopedias
Copyright: Raja Shuja-ul-Haq (2009)
World’s First Recorded Advertisement Advertising Catchphrase:
“Buy me and you will get a good bargain” Ancient Greek Pottery (Lekythos)
Copyright: Raja Shuja-ul-Haq (2009)
530 BC
Evolution of Marketing Concept
Marketing Orientation
Today and the future/ customer• Integrated customer focus (i.e. the philosophy of having a market-led driven business) • Long-run profits through customer satisfaction
Sales Orientation
1970’s and 80’s
• Getting the product off the shelf by promotions (i.e. “Push! Push! Sell! Sell!” philosophy of business) • Short-term gains in profit via sales increases
Production Orientation
1960’s and before
• “Any colour you like, as long as its black” – Henry Ford (i.e. production simplicity more important) • Profits through production controls Copyright: Raja Shuja-ul-Haq (2009)
Stages of Marketing Evolution 4Ps of Product, Price, Placement and Promotion (the Marketing Mix) identified as key decisions in preparing the market offering Shift from 4Ps to 4Cs (of Customer Value, Customer Costs, Customer Convenience and Customer Communication) so as to understand the customers better STP (Segmentation, Targeting and Positioning) Strategic Thinking identified as a prerequisite to the 4P decisions Four possible target levels identified: mass market, a market segment, a market niche or an individual customer Copyright: Raja Shuja-ul-Haq (2009)
Stages of Marketing Evolution
Managing the level, timing and composition of market demand Marketing of ideas, causes, places, people and organisations (Social Marketing)
Copyright: Raja Shuja-ul-Haq (2009)
What do you think?
Is Marketing an “Art” or a “Science”?
Copyright: Raja Shuja-ul-Haq (2009)
Key Artistic Components of Marketing Creativity (Imagination) Persuasiveness (Convincing Power) Observation
Copyright: Raja Shuja-ul-Haq (2009)
Key Scientific Components of Marketing
Market Research Market Modeling Predictive Analytics (i.e. Trend Forecasting) Marketing Metrics Customer Database Operations Decision-making Models and Frameworks
Copyright: Raja Shuja-ul-Haq (2009)
My Opinion: Marketing is more of a science, less of an art
Copyright: Raja Shuja-ul-Haq (2009)
Marketing: Departmental Activity or Managerial Philosophy??? Marketing is a way of doing business
Copyright: Raja Shuja-ul-Haq (2009)
Is Marketing “Selling” ? What do you think?
Is Marketing the other name of “Selling”?
Copyright: Raja Shuja-ul-Haq (2009)
Is Marketing “Selling” ?
Selling is only a tip of the marketing iceberg Selling starts only when you have the product on the shelf Marketing starts before there is a product. It is the homework the company does to figure out: (a) What people need and what the company should make? (b) How to launch, price, distribute and promote the product? (c) How to monitor the results and improve the product overtime? (d) When to change or drop the product?
Copyright: Raja Shuja-ul-Haq (2009)
Is Marketing “Selling” ?
So, the bottom-line …
Marketing is NOT a short-term selling effort but a long-term investment effort !!!
Copyright: Raja Shuja-ul-Haq (2009)
Marketing Department : Should there be one? Marketing is often performed by a department within an organization Advantages Disadvantages A specialized marketing department brings together a group of trained people who focus on the marketing task
Marketing activities should not be carried out in a single department – they should be reflected in all the activities of the organization
My Opinion: Marketing should not be confined to the marketing department only it should be taken as the managerial philosophy of an organization
Copyright: Raja Shuja-ul-Haq (2009)
“Marketing is just far too important to leave to the marketing department” Cofounder Hewlett-Packard (HP) - David
Packard
Copyright: Raja Shuja-ul-Haq (2009)
What do you think? If your company has the best marketing department in the whole world … Can it still fail at marketing? SEEMS IMPOSSIBLE … Copyright: Raja Shuja-ul-Haq (2009)
What if … Manufacturing department put out poor quality products Shipping department ships the orders late Accounting department sends inaccurate invoices All these flaws can potentially loose customers for your business …
Copyright: Raja Shuja-ul-Haq (2009)
So, moral of the story … Marketing is effective only if the whole company delivers the promised value and satisfies the customers !!!
Copyright: Raja Shuja-ul-Haq (2009)
Value Processes Accounting and Finance
Human Resources Manageme nt
Shipment
R&D Manageme nt
Sales and Customer Service
Manufacturin g
Marketing
Process of Going to Market
Customer Value Copyright: Raja Shuja-ul-Haq (2009)
How can the accounting department contribute towards a company’s marketing? Value Processes Accounting and Finance
Human Resources Manageme nt
Shipment
R&D Manageme nt
Sales and Customer Service
Manufacturin g
Marketing
Process of Going to Market
Accounting department can prepare periodic “profitability” reports by product, market segment, geographic areas (regions, sales territories), order sizes, channels, and individual customers … Customer
Value Copyright: Raja Shuja-ul-Haq (2009)
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