Current Marketing Issues Seminar

1. Current Marketing Issues Seminar BA635Dr. Ed Forrest

2. E • Telephone: (Office) 786-4161 (Cell) 854-8784 • Email: afejf1@uaa.alaska.edu • W3site: http://faculty.cbpp.uaa.alaska.edu/afef/

3. Everything is Online

4. Tonight: • Discuss the Defining • Components of our Seminar: • “Current Marketing Issues ”

5. What is Marketing?

6. Everybody is a Marketer: • Everybody promotesthemselves…. • Packages themselves ….. • Everybody has their price……

7. I think might be better "Ogar’s Fire" & Always been Marketers I’m calling it HOT • Innate sense of exchange • 1,000’s of years… bartered & traded “branded” goods & services “The Dawn of Marketing”

9. The Evolution of “Marketing” From: Specific Function… To: General Orientation….

10. Classic Functional Definition All activities performed in between: The Point of Production & The Point of Consumption

11. 1st Formal Definition ~1919 *Marketing and Merchandising by Ralph Butler & John Swinney, • Book distinguishes marketing from merchandising, • w/ marketing being something manufacturers do • & merchandising being the domain of jobbers; retailers. • Marketing defined as‘the manner in which the product is disposed of, the way in which it is distributed…, through various channels of trade.” 

12. Marketing Defined -1935 - “The performance of business activities that direct the flow of goods & services from producers to consumers.”

13. Marketing Defined-as a Process- 1985 "The process of planning & executing theconception, pricing, promotion & distributionofideas, goods & services tocreate exchange & satisfy individual & organizational objectives"

14. The Marketing Process:

15. G N C Service TGT D E WM The Marketing Mix: F P’s Positioning Strategy Strategic Planning Situation Analysis Marketing Strategy • Company • Consumers • Competitors • Conditions • PEST Growth & CompetitiveStrategies

16. The Latest Official AMA Definition (circa 2004)

17. ..an organizational function & a set of processes • forcreating, communicating & delivering value to customers • & formanaging customer relationships in ways that benefit the organization & its stakeholders

18. Why the changed focus? What happened between 1985 & 2004 that made the AMA change the definition of marketing?

19. The AMA Rationale: “Technology & marketing been changing quite rapidly over last five to 10 years… Marketing should be customer-centric -- not brand-centric" • The 1985 definition was not encompassing enough. The new definition more clearly infuses the customer into marketing."

20. Management Reorientation Focus on Consumer • Not product • Long –Term Relationships • Not Short-term Sales

21. Marketing’s new definitionreflects a broadened focus-- • Was focused on short term profitable transactions… • Now look at customers' lifetime value • Was focused on capturing new customers…. • Now focus on keeping existing customers • Was focused on mass- media advertising...... • Now use integrated strategy w/ all points of contact • Was segmented on geo/demographic variables • Now use all relevant variables, especially behavioral variables -- usage rate & loyalty • Performance was measured by financial metrics… • Now also measured strategic & customer-satisfaction metrics

22. Marketing > Function =An Orientation “Marketing is… …the whole business seen from the point of view of its final result, -from the customers’ point of view.”

23. Changed focus--resulted in restructuring: • Company was organized by product units..... • Now organized by customer segment • The marketing department did the marketing… • Now everyone does some marketing • Company was the unit of analysis......... • Now whole value chain is unit of analysis • Had individual / hierarchical work structures… • Now cross functional teams

24. Marketing Next Step- ID the issues…

30. Ramkhamhaeng University  Institute for International Studies GB 635 Current Issues in MarketingCourse Outline

31. London Metropolitan University MK3P04 Current Issues in Marketing Syllabus • Developing criteria to evaluate marketing plans against selected issues.Creating appropriate research methods to investigate issues.Ethics and the practise of marketing • Sample issues:Green MarketingConsumerismUse of I.T. in marketingBrand ValuationStereotyping in advertising

32. Marketing Issues- as delineated by 1999 UAA Syllabus… • Marketing performance • The Creation of Customer Satisfaction & Value • Buyer Behavior • Relationship Marketing • Inter-firm Relationships in Marketing • Services Marketing & Service Quality • Competition & Strategy • Marketing and Information Technology • Marketing Globally • Ethics and Legal Issues in Marketing

33. As it is -On Any Syllabus, any Year or Day- One can find Issues of: • Product Quality • Service Quality • Consumer Confidence/Satisfaction • Value/Pricing Practices • Free/Fair trade • Globalization • Advertising (volume, veracity, political-correctness)

34. What’s most relevant- Depends on Your Perspective: • Marketer- • Issues = factors that affect sales • Consumer- • Issue = factors that affect one’s sensibilities

35. Fact is--these & most issues… Are RE-CURRENT issues- that Ebb & Flow w/ socio-economic events

36. We could- examine all these issues 1 by 1… Quite taxing & Just too Superficial

37. “Yes… you seem to be suffering from a marketing issue” Examining only symptoms --not diagnosing the cause

38. Ergo- the Real Question is….

39. Ergo- the Real Question is…. Where do marketing issues come from?

40. Willing to sell Willing to buy Marketing’s “utility”/value derived from its Facilitation of Exchange! Temporal Utility Spatial Utility  Transactional Utility Marketing

41. Key Point: Keep Marketing in Perspective Seller Anything/Everything one does to facilitate exchange Buyer Whatever impacts Why- What- Where- When- How Exchange occurs… is (or becomes) an Issue…

42. Society Marketing Issuesin Perspective Marketing - part ofBusiness &Business - part ofSociety “Societal Change” creates “issues” for Business… which creates “issues” for Marketing Marketing Business

43. Thus- in order to identify- anticipate- understand Marketing Issues in particular One needs to identify-anticipate-understand • Societal Change • in general

44. Society Defined: A group of humans broadly distinguished by: • mutual interests, • participation in characteristicrelationships, • shared institutions, & • a commonculture

45. THUS- …become marketing issues In the final analysis marketing strategy is formulated to address… Patterns of/changes to: human interests, relationships, institutions & culture… Hence- our search for marketing issues begins w/ examination of…

46. & what better time to study Societal Change …We are living thru one of the great periods of societal change in the history of humankind…

47. We’re in midst - next great Paradigm Shift… … in the way we live, communicate, work, produce & consume…

48. An entirely new & increasingly complex ecosystem has emerged, which impacts the way people connect, engage, influence, --& are influenced.

49. Social Media Revolution Socialnomics

50. Online Ad Spend to Overtake TV by 2016-FORBES: Tech | 8/26/2011