INTRODUCTION TO STRATEGIC MARKETING

Prof.Jean-Pierre BAEYENS

INTRODUCTION

OBJECTIVES

understanding

using

being aware

contemporary marketing

classical marketing

introduction

the context

the stakes

definitions

marketing: the context

SPEED

COMPETITIONCHAOS

GLOBALIZATION

TECHNOLOGY

tremendous increase of number of exchanges between

extreme complexity

marketing: the context

people

businessesnon profit

organizations

media

marketing: the context

media people

businesses non profit organizations

more competition

more uncertainty

more globalization Marketing des

produits, services etidées

more speed

marketing: some definitions (just 2 among hundreds…)

Marketing is the process of planning and implementing the price conception, the promotion and distribution of ideas, goods and services allowing for exchanges consistent with the individual and organizational goals

The American Marketing association

Marketing is the social and economic mechanism by which individuals and groups satisfy their needs and desires through the creation and exchange of products and other entities of value for others.

Philip Kotler

marketing a more general view...

marketing is about transactions between individuals and organizations

each time you think about exchange of goods, services or ideas, you can think about marketing…

individualsorganizations

people alonegroups

(households,families)

businessesngo’s

public servicesschools

hospitalscultural institutions

cities...

des échanges et des transactions

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supplier clientcustomer

industrysector

=group of suppliers

market=

group of clients

customers

communication

products, services

money, effortinformations

SIMPLETRANSACTION

SIMPLE MARKETINGSYSTEM

marketing is about transactions, exchanges between individuals, businesses and organizations

marketing a contemporary, multi-dimensional vision

Transaction Marketing

marketing is about product, service and information usage by consumers, businesses, non profit organizations and media

marketing a contemporary, multi-dimensional vision

Usage Marketing

marketing is about relationships between businesses, consumers, non profit organizations and media

marketing a contemporary, multi-dimensional vision

Relationship Marketing

3 visions of marketing

Transaction marketing

A supplier (of products, services or ideas) initiates and implements a process aiming at convincing a potential client to carry out a transaction bringing to each of them a feeling of satisfaction. This process may lead to a negociation.

Usage marketing

A supplier imagines and manages a specific «usage experience» aiming at delivering partners /clients satisfaction ina context of immediate consumption or longer term utilization. Value perceived through usage should lead customer loyalty and/or to diffusion of supplier reputation.

Relationship marketing

A supplier builds and maintains trustful long term relationships with a group of clients (partners) in order to carry out repeat transactions to everyone’s satisfaction. This process leads to the creation of a marketing network that becomes one of the supplier’s prior assets

marketing: a contemporary vision based value creation and delivery

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marketing is not only targeted at direct customers: some key transactions also occur with other

internal or external target groups

prescriptors

customers

users

influencers

suppliersemployees

marketing is a process initiated by organizations in order to get control over transactions that are crucial for their

immediate existence and their future.

Businesses and organizations can survive in the long term if and only if they can lead repeated profitable transactions.

« Profitable » means that they are able to fulfill their ultimate mission i.e. creating economic value in a socially controlled environment or creating social value while balancing cost and revenue over the long term.

Le marketing is the process initiated and managed by organizations in order to generate these « repeated profitable transactions » in such a balanced way.(long term sustainable business) .

« Repeated profitable transactions » will occur because marketing means generating satisfaction for the client both during the transaction and the usage of product or service (notion of transaction & usage marketing)

If the marketing process is well managed, the client will be willing to repeat the transaction again and again and/or to recommend to other people to do so (notion of relationship marketing)

marketing: also a company culture

production

sales

customer

societal

wiki

product

how company cultures evolve over time

temps

external orientation

internal orientation

marketing: an evolving function in the buiness organization

manufacturingsales

marketing

before today

MARKETING

manufacturing

logistics

sales hrm

marketing: also a management function

main philosophy

key choices

execution planning

monitoring

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corporate vision/strategy

marketing strategy

integrated marketing plan

control system / performance

indicators

marketing creating, convincing, then delivering

value

SATISFACTIONreason based

emotional

TARGETcustomer

user

conceptioncommunication

chanelling

a value proposition

loyaltybuzz

product image price feelings

creating

deliveringconvincing

marketing: the classical process

Conceiving a unique proposition, fitting target needs and different from those of competitors

Choosing target market and understanding its needs, wants & requests

Communicating and make it accessible

Convincing target customer to do whatever needed to lead to his-her-its satisfaction

Delivering real value et managing customer / user perception of value

Il y a une phase stratégique et une phase opérationnelle

Deux types de compétences: l’analyse et la créativité

A gérer au niveau de chaque cible individuelle (micro-marketing) et au niveau des agrégats (macro-marketing)

to remember !

marketing is both strategic and opérational

2 skills needed: analysis and creativity

to be managed at individual level (micro-marketing) and at group level (macro-marketing)