PETER YOUNG • MA Law Oxford University (1963) • MFA Drama Stanford CA (1965) • “Working” life • 27 Years Marketing Brand Management (1966-93) • UK Spain Sweden Finland Switzerland Chile Argentina Australia Portugal • P&G 1966-1982 • Others 1982-1993 • H&R Johnson Tiles Group (Marketing Director) • Silentnight Holdings PLC (Group Marketing Director) • Cinzano (IDV Diageo) Marketing Director • BP Spain Consumer Goods (Sales and Marketing Director) 19 years McDonald’s Franchisee and Marketing Coop V-P Spain • MA Marketing & Innovation ARU LAIBS 2011 • PhD Research Project Marketing & Brand Management ARU LAIBS Cambridge (2012) – objective - “Doc” Pete 2015
MARKETING MANAGEMENT INTRODUCTION • Day 1 – Marketing Introduction • What is marketing? What is it for? Who does it? Who does it sell to? • Day 2 – Brand Management I - Portfolio • Getting the products “right” for the right people • Day 3 – Brand Management II - Brand • Getting the sale right for the right people – what do we say to whom and how do we say it?
MARKETING MANAGEMENT INtroduction A refrain Anirishjoke Ananecdote THE NIH FACTOR
MARKETING MANAGEMENT A refrain
MARKETING MANAGEMENT BUILD a bettermousetrap And theworldwill beat a pathtoyourdoor discuss
MARKETING MANAGEMENT Anirishjoke If I were going toDublin, I wouldntsartfromhere
AN ANECDOTE • Boots for the natives
THE NIH FACTOR NOT INVENTED HERE
MARKETING MANAGEMENT AnIntroductionto Marketing Pt 1 History Straw Men Ashcans Definitions Operationalisation
MARKETING • What has marketing been in the past? • What is marketing today – new lamps for old? • What is marketing for? • What is marketing trying to achieve?
Whatis Marketing? • http://www.youtube.com/watch?v=VX5au0LOJp8
Dove sketches http://www.youtube.com/watch?v=XpaOjMXyJGk&feature=youtu.be
Marketing’s face • http://www.youtube.com/watch?v=2XXskACWhm8&list=PL451D9B062269A056
WHAT IS MARKETING TO YOU & ME? Practice
MARKETING – AN ABSTRACT • “And as imagination bodies forth The forms of things unknown, the poet's pen Turns them to shapes and gives to airy nothing A local habitation and a name”. • Shakespeare A Midsummer Nights Dream “The Lunatic, the lover and the poet”
MARKETING • Has many poets! • Now including the MBA Class of ‘13/’14
MARKETING • A name, a label, a word …. • much used/abused and little understood • THINK “MATRIX”
MARKETING- A WORD • Neo “I just have never... • Rama-Kandra ….heard a program speak of love? • Neo It's a... human emotion. • R-K No, it is a word. What matters is the connection the word implies.” • The Matrix Revolutions – Wachowski Brothers
MARKETING What connections does the word “Marketing” imply?
WHAT IS MARKETING? • Philip Kotler ……“the link between society’s needs and its pattern of industrial response”
MARKETING - history • “If you would understand anything, observe its beginning and its development”. • Aristotle
HISTORY OF MARKETING • the discipline of marketing (marketing thought) is defined by each generation in light of the contemporary environment…...but.. • ….marketing objectives have not altered much over the ages. • Holden and Holden Psychology & Marketing 1998
HISTORY OF MARKETING • the discipline of marketing (marketing thought) is defined by each generation in light of the contemporary environment
“IN THE 20th C. MARKETING WAS BORN” • Source: Several 20th C Academics • They (incidentally?) made reputations and quite a lot of money out of discovering it
“OLDMARKETING IS DEAD”LONG LIVE NEW MARKETING • Nigel Piercy (Sage and teacher of “New Marketing”) – 2007 … • Kevin Roberts (Guru and peddler of “New Marketing” – Saatchi & Saatchi Worlwide CEO) – 2012….
MARKETING HISTORY THE 20th C. BIRTH & DEATH OF MARKETING
HISTORY OF MARKETING THE (alleged) BIRTH & DEATH OF 20th C. MARKETING Do not believe anything anyone tells you
HISTORY OF MODERN MARKETING 1945 World War II ends
HISTORY OF MARKETING 1945-1960 Everything in short supply
HISTORY OF MARKETING 1960 -1975 Supply exceeds demand Competition revives Marketing thrives
HISTORY OF MARKETING 1970-1975 Opec, Vietnam and Inflation
HISTORY OF MARKETING 1975-2008 The beancounters rule Marketing “dies” ….. (with a whimper) 2008 Lehman Bros + Chaos (death of the Beancounters??) 2013 Marketing is (widely pronounced) Dead
Universal sameness and parity Selling by yelling
Universal sameness and parity Selling by yelling Paralysis by analysis, the dreaded research vampires
Universal sameness and parity Selling by yelling Paralysis by analysis, the dreaded research vampires Meaningless innovation
Universal sameness and parity Selling by yelling Paralysis by analysis, the dreaded research vampires Meaningless innovation A command and control mentality
“AS OF 2013 MARKETING IS DEAD” • Kevin Roberts • Actually earlier if you believe Piercy
MARKETING WAS SHORTLIVED • 1900s: discovery of basic concepts and their exploration • 1910s: conceptualisation, classification and definition of terms • 1920s: integration on the basis of principles • 1930s: development of specialisation and variation in theory • 1940s: reappraisal in the light of new demands and a more scientific approach • 1950s: reconceptualisation in the light of managerialism, social development and quantitative approaches • 1960s: differentiation on bases such as managerialism, holism, environmentalism, systems, and internationalism • 1970s: socialisation; the adaptation of marketing to social change • Robert Bartels A History of Marketing Thought 1976
CONTEMPORARY ENVIRONMENT • Marketing – the 100 year’s concept?
20th C. MARKETING • .. was above all (in chronological order) : • Procter & Gamble • Ralph Starr Butler • Levitt • Drucker • Kotler • THE CUSTOMER/CONSUMER