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 McDonalds 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
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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?
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Boots for the natives
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NOT INVENTED HERE
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An Introduction to Marketing Pt 1 History Straw Men Ashcans
Definitions Operationalisation
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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?
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What is Marketing? Concept Process Profession and Career
Education Theory and Study Practice History
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
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MARKETING Has many poets! Now including the MBA Class of
13/14
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MARKETING A name, a label, a word . much used/abused and little
understood THINK MATRIX
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MARKETING- A WORD NeoI just have never... Rama-Kandra.heard a
program speak of love? NeoIt's a... human emotion. R-KNo, it is a
word. What matters is the connection the word implies. The Matrix
Revolutions Wachowski Brothers
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MARKETING What connections does the word Marketing imply?
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Philip Kotler the link between societys needs and its pattern
of industrial response
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If you would understand anything, observe its beginning and its
development. Aristotle
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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
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the discipline of marketing (marketing thought) is defined by
each generation in light of the contemporary environment
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Source: Several 20th C Academics They (incidentally?) made
reputations and quite a lot of money out of discovering it
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Nigel Piercy (Sage and teacher of New Marketing) 2007 Kevin
Roberts (Guru and peddler of New Marketing Saatchi & Saatchi
Worlwide CEO) 2012.
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THE 20 th C. BIRTH & DEATH OF MARKETING
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THE (alleged) BIRTH & DEATH OF 20 th C. MARKETING Do not
believe anything anyone tells you
1975-2008 The beancounters rule Marketing dies .. (with a
whimper) 2008Lehman Bros + Chaos (death of the Beancounters??)
2013Marketing is (widely pronounced) Dead
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Universal sameness and parity
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Selling by yelling
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Universal sameness and parity Selling by yelling Paralysis by
analysis, the dreaded research vampires
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Universal sameness and parity Selling by yelling Paralysis by
analysis, the dreaded research vampires Meaningless innovation
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Universal sameness and parity Selling by yelling Paralysis by
analysis, the dreaded research vampires Meaningless innovation A
command and control mentality
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Kevin Roberts Actually earlier if you believe Piercy
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1900 s : discovery of basic concepts and their exploration 1910
s : conceptualisation, classification and definition of terms 1920
s : integration on the basis of principles 1930 s : development of
specialisation and variation in theory 1940 s : reappraisal in the
light of new demands and a more scientific approach 1950 s :
reconceptualisation in the light of managerialism, social
development and quantitative approachesmanagerialism 1960 s :
differentiation on bases such as managerialism, holism,
environmentalism, systems, and internationalismholism
environmentalismsystemsinternationalism 1970 s : socialisation; the
adaptation of marketing to social change Robert Bartels A History
of Marketing Thought 1976
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Marketing the 100 years concept?
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.. was above all (in chronological order) : Procter &
Gamble Ralph Starr Butler Levitt Drucker Kotler THE
CUSTOMER/CONSUMER
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20th C. Marketing was above all (in chronological order) :
Procter & Gamble
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1870 2013 P&G has practiced core marketing for over 130
years 1875 P&G launches Ivory soap (still around today with the
same Advertising Agency today called Saatchi & Saatchi -since
1920) 1914 a recent ex-employee of P&G - Butler - was the first
to use the word Marketing in a modern context and wrote Marketing
Methods. 1924 P&G (Paul Doc Smelser) formed the first market
and consumer research department 1930 P&G formalised Brand
Management with appointment of the worlds 1st Brand Manager (Neil
McElroy) 2013 P&G today markets over 300 brands globally each
brand a discrete business with its own dedicated Brand Manager 1930
2013 All Chief Executives (10) are ex-Brand Managers. 1999 P&G
receivesMarketer of the Century award from Advertising Age 1837
2013 175 years of marketing best practice, competing aggressively
and with obsessive secrecy
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20th C. Marketing was above all (in chronological order) :
Procter & Gamble Ralph Starr Butler
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Ralph Starr Butler P&G 1907-1910 U niversity of Wisconsin
1911-1916 Marketing Methods 1914
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20th C. Marketing was above all (in chronological order) :
Procter & Gamble Ralph Starr Butler Drucker
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Peter Drucker (1953) The business enterprise has two and only
two basic functionsMarketing and Innovation. Marketing and
innovation produce results: all else is cost
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20th C. Marketing was above all (in chronological order) :
Procter & Gamble Ralph Starr Butler Drucker Levitt
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Theodore Levitt (1960) Marketing Myopia Management must think
of itself not as producing products but as providing
customer-creating value satisfactions. It must push the idea into
every nook and cranny of the organisation, It has to do this
continuously and with the kind of flair that excites and stimulates
people.
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20th C. Marketing was above all (in chronological order) :
Procter & Gamble Ralph Starr Butler Drucker Levitt Kotler
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PHILIP KOTLER .. done more than any other writer or scholar to
promote the importance of marketing, transforming it from a
peripheral activity, bolted on to the more "important" work of
production. .shifting emphasis away from price and distribution to
a greater focus on meeting customers' needs and on the benefits
received from a product or service. broadened the concept of
marketing from mere selling to a more general process of
communication and exchange, and has shown how marketing can be
extended and applied to charities, political parties and many other
non-commercial situations. (FT 2003) .. held that marketing can be
applied not only to products, services, and experiences, but also
to causes, ideas, places and persons. (Wikipedia)
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20th C. Marketing was above all (in chronological order) :
Procter & Gamble Ralph Starr Butler Levitt Drucker Kotler THE
CUSTOMER/CONSUMER
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.marketing objectives have not altered much over the ages.
Holden and Holden Psychology & Marketing 1998
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When was marketing born? 1900? Academic hubris Nothing exists
until it is worthy of scholarly study But Brands have been around a
long, long time
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Brand is the "name, term, design, symbol, or any other feature
that identifies one seller's product as distinct from those of
other sellers People buy products. But they choose Brands As soon
as you get competition you get brands Products have been
distinguished from others sellers, people have been choosing and
competition has been around for a while a long while
Slide 67
Commercial brands began some 5,000 years ago in Mesopotamia
when traders needed some assurance of the value and origins of
oils, wines and other products, an anthropologist believes. While
many scholars trace the beginning of branding to the Western
Industrial Revolution, David Wengrow, an anthropologist at
University College of London, presents evidence that labels and
stoppers on ancient containers actually functioned as brand
identifications that told a purchaser important information about
contents David Wengrow An examination of the material and cognitive
properties of sealing practices and the changing functions of seals
in their transition from personal amulets to a means of labeling
mass produced goods helps to unpack the interlocking (pre)histories
of quality control, authenticity, and ownership that make up the
modern brand. (Current Anthropology 2008)
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Without Brands there is no marketing OK But Without Marketing
there are no brands???????
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Some old brands Chyawanprash (1100-500 BC) Schloss Johannisberg
(1100 AD) Chateau de Goulaine (1000) The Bingley Arms (953)
Antinori (1385) Cambridge University Press (1534) Mulliner (1599)
Hoares Bank (1672) Ede and Ravenscroft (1689)
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Wedgewood Coca Cola Uncle Bens Rice Kellogg Del Monte Sunlight
Pears Ivory Lyles Golden Syrup
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A Brand Something that (lots of) people
(buyers/customers/consumers) wanted Value? (more anon) They were
ready to exchange money for the brand (an exchange of values) Year
after year after year after year. Did they perceive value without
any stimulus? Did they dig into their piggies without a sale being
made? Did noone sell to them? Was all this spontaneous? Did noone
take the initiative? Did noone market?
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DEFINITIONS OF MARKETING EARLY THINKING Implicit in the
commercial definitions are the origins of marketing in all organic
transactions
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Actor procures an exchange of values (Kotler)
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WE ARE ALL MARKETERS A marketer as initiator tailors an offer
to meet or anticipate the needs or desires of another person and
stimulates an acceptance action which delivers benefit to both
actors offerer and accepter
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WE ARE ALL MARKETERS Promote an exchange of values for mutual
benefit
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MARKETING INDIVIDUAL AND PERSONAL We do it pretty well as
fauna
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MARKETING INDIVIDUAL AND PERSONAL We do it pretty well as
individuals
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We market pretty well in commerce too - as individuals
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MARKETING INSTITUTIONAL ESPECIALLY COMMERCIAL We do it quite
badly in organisations
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..the Marketing Society was founded in 1959. The whole thing
has been a huge success. The UKs marketing achievement over these
30 years is rather less impressive. In fact, it has been the worst
period of decline in our share of market since the Industrial
Revolution In 1950 the UK had a 26% share of world exports of
manufactured goods. By 1979 it was down to 9%. on the whole you
could say that our espousal of marketing has come at the very time
that our marketing performance has been most dismal King 1985
Slide 86
In the literature there are a great many definitions of
marketing, most of them rather abstract. They tend to strain hard
to be comprehensive and cover all eventualities. As a result,
however well thought out they may be, they usually do not trip very
readily off the tongue, and are received by practical marketing men
with a surge of apathy. The approach among the practitioners is
very different. They tend not to define anything at all. They act
first and give it a name afterwards. As a result, there is a wide
spread of activities which are called marketing, and many of them
seem to have failed. King 1985
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(1) Thrust Marketing (2) Marketing Department Marketing (3)
Accountants Marketing (4) Formula Marketing King 1985
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King identifies four routes to failed marketing including :
Thrust marketing which is essentially selling with a target of
getting a cheap product on shelf. Marketing departments marketing
is bedeviled by endless and expensive studies of consumer wants
commissioned by teams who lack the authority to make any changes to
the offer. Accountants marketing is driven by those who lack of
experience of customers and markets and overemphasise short term
financial goals. Finally Formula marketing makes excessive use of
checklists and rulebooks which engender a homogeneous mediocrity of
ideas. Professor Caroline Tynan 2001
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We may wish to update the names of these failed approaches but
Im sure that we all recognise the same sorry mistakes in the
practice of marketing management today. Professor Caroline Tynan
2001
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Putting the customer first not the distribution system. Giving
satisfaction over time not just profits this month. Using all the
company resources not just one departments. Innovating not just
stick to formulae.
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Dead? Old? New? Failed? Never tried? Dispersed? Thriving? (est.
630.000 managers in marketing/sales in USA alone in 2012)
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MARKETER CONSUMER MARKETER THEORETICAL INTERFACE WITH CONSUMERS
IT OUGHT TO BE EASY
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SIMPLES
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Consumer Research Market Analysis Packaging Finance &
Accounting MARKETER IT Professional Relations Human Resources Legal
Operations Advertising Specialists Sales/ Key Accounts Public
Relations R&D Logistics Competition Partnership CONSUMER The
Boss Ethics Greenery Global Marketing Value Chain Connectivity The
Board Shareholder The Internet Supply Chain Politics Trade
Marketing Gurus PEST SWOT DAGMAR Relationship Management Marcomms
Theory P Inflation Time Management Team Building CIM Societal
Marketing Manufacturing Family & Friends Networks Brand Equity
MAYBE NOT SO SIMPLES IN PRACTICE
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Who are we after? The customer/consumer
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Who are we after? The Customer/Consumer What are we trying to
do to/with him/her/them? ??????
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LETS DEFINE MARKETING
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This is not the first time - others have been here before In
1993 Henley Management College researchers studied 100 separate
definitions of Marketing concluding significant evolution in the
concept of marketing since its earliest definition greatest change
in the nature of relationship theme (i.e. between provider and
user) Broadening and softening of the original concept and its
transfer into other domains services, not for profit etc.
Marketing.adaptable, flexible, international and open. this
latitude has allowed ambiguity to creep into its definition and
cause confusion. Definitional clarity is essential in future Baker
1999
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DEFINITIONS OF MARKETING 1 a : the act or process of selling or
purchasing in a market market 1 b : the process or technique of
promoting, selling, and distributing a product or service 2 an
aggregate of functions involved in moving goods from producer to
consumer Merriam Webster
Slide 101
DEFINITIONS OF MARKETING The action of market - verb; an
instance of this. Spec. The action, business, or process of
promoting and selling a product etc., including market research,
choice of product, advertising, and distribution. (OED)
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DEFINITIONS OF MARKETING The management process responsible for
identifying, anticipating and satisfying customer requirements
profitably CIM (Chartered Institute of Marketing) PRE 2007
Slide 103
Definitions of Marketing The strategic business function that
creates value by stimulating, facilitating and fulfilling customer
demand. It does this by building brands, nurturing innovation,
developing relationships, creating good customer service and
communicating benefits. With a customer-centric view, marketing
brings positive return on investment, satisfies shareholders and
stakeholders from business and the community, and contributes to
positive behavioural change and a sustainable business future. CIM
Post 2007 indulging in a bout of definition inflation (see
Parkinsons Law)
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Work expands so as to fill the time available for its
completion
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Marketing defined Marketing is to establish, maintain and
enhance relationships with customers and other partners, at a
profit, so that the objectives of the parties involved are met.
This is achieved by mutual exchange and fulfilment of promises.
Grnroos 1997
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Definitions of Marketing Marketing is the activity, set of
institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. (AMA Approved October
2007)
Slide 107
Definitions of Marketing Marketing is the management process
for identifying, anticipating and satisfying customer requirements
profitably. CIM Pre 2007
Slide 108
Marketing is.. the management function responsible for making
sure that every aspect of the business is focused on delivering
superior value to customers in the competitive marketplace.
Slide 109
Peter Drucker (1953) The business enterprise has two and only
two basic functionsMarketing and Innovation. Marketing and
innovation produce results: all else is cost
Slide 110
Marketing defined Marketing is the management process
responsible for identifying, anticipating, and satisfying customer
requirements profitably. (CIM, 2001) Marketing is the process of
planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchange and
satisfy individual and organisational objectives. (AMA, 1985)
Slide 111
Marketing defined Marketing is to establish, maintain and
enhance relationships with customers and other partners, at a
profit, so that the objectives of the parties involved are met.
This is achieved by mutual exchange and fulfilment of promises.
Grnroos 1997
Slide 112
DEFINITIONS OF MARKETING Marketing is everything. Regis
McKenna
Slide 113
Write your own definition of Marketing What is it trying to
achieve? How does it seek to achieve it? How does it contribute to
delivering the mission/objectives long and short term of commercial
organisations? Or of a non- commercial organisations (e.g. a
charity, political party? Or both.)
