Lecture 2: Rethinking Marketing

Mehran Rezaei This Lecture is based on an HBR paper:

Rethinking Marketing, R. Rust, C. Moorman, G. Bhalla, 2010

چند نکته در باره سخنرانی

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ارزش محتوای متن سخنرانی

متن سخنرانی

شروع و طلوع گیرا

کردن ذهن مخاطب با بحث از طریق سوال، مثال، داستان و غیرهدرگیر

پرش ذهن و بی جاسیر منطقی سخنرانی و پرهیز از شاخه به شاخه شدن نتیجه گیری و خاتمه ی سخنرانی

تسلط سخنران بر سخنرانی

اجرای شیوه سخنرانی

لحن گیرا (سرعت و یکنواختی)ریتم مناسب بیان ارتفاع مناسب صدا

سخنران از زبان بدناستفاده

ارتباط چشمی سخنران با مخاطبان و توجه به ایشان رعایت زمان

از خالقیت ویژهاستفاده

مسئله

«ساختن نام تجاری»پیش از « پروراندن مشتری»قرار دادن • چرا؟–

.ساختن نام تجاری یک ابزار ارتباط جمعی است•

.امروزه امکان تعامل یک به یک با مشتری وجود دارد•

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چهار فکر اصلی مقاله

(تا چه اندازه و تا کی قرار است از ابزارهای که در دست داریم به خوبی استفاده نکنیم)ابزارهای مورد استفاده ی کنونی • impersonal transactions –استفاده می کند « تراکنش فاقد هویت»از واژه –بازاریابی چندرسانه ای انبوه – وجود امکان بازاریابی یک به یک ؛ چرا؟ تکنولوژی–

رقابت در دنیای کنونی• از بازاریابی محصول به سمت ایجاد ارتباط درازمدت با مشتری– تغییر رویکرد سازمانی به سمت برنامه ریزی دراز مدت در مقابل سود لحظه ای–

الزمه ی ایجاد ارتباط درازمدت با مشتری• پیکربندی مجدد و بازمهندسی زیرسازمان بازاریابی نه بلکه این زیرسازمان باید دوباره خلق شود–

•CMO تبدیل شود بهCCOمدیر محصول و مدیر برند ذیل مدیر مشتری عمل کرده و به گزارش دهند ،. •CCO مستقیماً روی عملیات مرتبط با مشتری نظارت داشته باشد(R&D خدمات مشتری، تحقیق بازار و ،CRM)

معیارهای ارزیابی عملکرد سازمان از سودآوری محصول به سودآوری مشتری تغییر کنند• ارزش طول عمر مشتری– سهم سازمان از بازار مشتری– دارایی مشتری سازمان– چرا؟. اعمال این تغییر باید از باال صورت گیرد–

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Overview: The Transition

• “Companies have powerful technologies for understanding and interacting with customers, yet most still depend on mass media marketing to drive impersonal transactions.”

• “Because companies can now interact directly with customers, they must radically reorganize to put cultivating relationships ahead of building brands.” – prominent message

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Overview (Cont’d)

• Impersonal Transactions, Mass Marketing Vs.

• Building longer relationship with customers

• What should happen to marketing Dept.? – Let’s reinvent it:

• CCO instead of CMO – CCO responsibilities: Design and Execute Customer Centric Strategies,

Promote Customer Cultivating Culture, uproot obstacles which prevent the flow of customer information in the Company

• Customer Manager instead of Product and Brand Manager – Customer Manager’s responsibilities: Oversee R&D, Customer Services,

Market Research, CRM

• Metrics for measuring the success – CLV, Customer Equity, Customer Equity Share

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Tour of the Talk

Introduction

1. Cultivating Customers

2. Reinventing Marketing

2.1. Customer Manager

2.2. Customer Facing Functions

2.3. Customer Services

3. A new Focus on Customer Metrics

• As side notes

– Building Relationships • Product Manager Drivers

• Customer Manager Drivers

– Reimagining the Marketing Dept.

– What Makes a Customer Manager

– New Metrics for New Model

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Introduction

• Case Study: A new product is introduced – Tasks of the Brand Manager: Marketing Strategy

• Market Segment

• Set Prices and Promotions

• Mass Media Communication

• Metrics to Measure the Success or … – Aggregate Sales

– Product and Brand profitability

• What is wrong?

• What is not wrong?

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Introduction

• Case Study: A new product is introduced – Tasks of the Brand Manager: Marketing Strategy

• Market Segment

• Set Prices and Promotions

• Mass Media Communication

• Metrics to Measure the Success or … – Aggregate Sales

– Product and Brand profitability

• What is wrong?

• What is not wrong?

Mass Marketing Mass Media Impersonal Transactions

Customers are eager to get involved Two way relation Design of products Customers relationship with each other

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Introduction (Cont’d)

Technology and its offerings

• Interacting Directly with Customers

• Collecting Data about and from Customers

• Mining the Data and Getting Information

• Tailoring the Offering Accordingly

Customers and their needs and Features

• Interaction deeply with Companies

• Interacting Deeply with Each Other

• To Shape the Product and Service they receive

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Introduction (Cont’d) – Shift?

• Marketing Product

– Transactions

– Brand Marketing

– Product Marketing

• Inferior

• Customer Centric/Customer Cultivating

– CLV

– Long Term Relationship with Customer

• Superior

Changing Strategy: Reinventing Marketing Dept.

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Cultivating Customers?

Customer Mass Marketing

Sales Profits

One Way Mass Communication

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Cultivating Customers? (Cont’d)

This figure is from the paper!

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Cultivating Customers? (Examples)

• B2B

– IBM (key account manager, global account director)

• Customer: Wells Fargo

• Product: DataStage

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Cultivating Customers? (Examples)

• B2C

– Tesco, retailer based in London

• Data collection loyalty cards (Clubcard) – Time of entry and which store is visited

– Items bought

– Payment method

• Result: info about customer

• Wall Street Journal reports …

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Cultivating Customers? (Examples)

• B2C – American Express

• In the value chain – First time upper class plane ticket offer an upgrade – Getting a new card for a teenage son or daughter new

customer

• In the value system – Relocation offer discount on furniture

– Financial corporations • Marriage home mortgage

– Cross selling – New prospects

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Reinventing Marketing

• CCO instead of CMO – Is this common?

• 2010 … 300 companies with CCO (it was 30 at ’03) – Oracle, Sun Microsystems, Wachovia, Chrysler, Hershey’s,

Samsung, Sears, United Airlines

– Where should it be (in the corporation’s chart)? • Below CEO of course, but she should certainly oversees

marketing activities

• Role and responsibilities: – Design and execute the strategies on customer relationships

– Promote customer cultivating culture

– Dissolve obstacles which block the flow of customer info

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Reinventing Marketing (Cont’d)

This figure is from the paper! 9/26/2016 18

Reinventing Marketing (Cont’d)

• United Services Automobile Associations

– Top level managers

• 3 hr talk with customers per week

• Tesco

– TWIST (Tesco Week In STore)

• Top level managers – A week per year in store

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Reinventing Marketing (Cont’d)

• What are the obstacles and why they exist? – Lack of trust

– Silo effect

– Ill competition

– Incentives, incentives, incentives

• How do you measure the success of CCO and her strategies? – CLV, Customer Equity, …

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Reinventing Marketing (Cont’d)

• Customer manager vs. Brand and product manager? – Why?

• A simple case, switching from a brand to another

– Role • Identifying the customer needs

– Position in the chart • Report to CCO, superior to brand and product manager

• Brand manager: providing product that address the needs of customers

– Examples • B2B: P&G key account manager

• B2C: financial institutions market segment managers

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Customer Facing Functions

• Customer Subsystem – Role:

• Inherited responsibilities from Marketing Dept. • New roles

– CRM as a technology = a tool to gauge customer needs and behavior, this is the centric role in the customer department

» IT Dept. in Companies? – Market research

» Who should benefit from it? The internal users are now all the departments, from finance to distribution.

» Mass marketing vs. one to one marketing, the scope of analysis is shifted from aggregate view to individual view.

» Acquiring the customer inputs that drive new Metrics? – R&D – Customer Service

» Monitor and maintain the quality of service » Creating and cultivating long term relationship with customer » Example, Delta Airlines

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New Metrics

This figure is from the paper! 9/26/2016 23

Loss Lead

Financial Statement

∑ CLVi

Cust. Equity/ Market Cust. Value

نقد و بررسی

آیا واقعاً تعریف برند و نام تجاری عوض نشده است؟• تعریف جدید آن چیست؟–

قرار دادن پروراندن مشتری قبل )پس یک رویکرد صحبت آقای راست است – !و دیگری تحول در تعریف نام تجاری( از تثبیت نام تجاری

آیا مدیریت ارتباط با مشتری در ایران موفق خواهد بود؟•

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2تکلیف

«بازمهندسی بازاریابی»مطالعه مقاله • مقالهیک تا دو صفحه نقد و بررسی بر –

از آقای ( مدیریت برند مشتری محور)مطالعه مقاله دیگر این مجموعه • راست و دوستانش

یک تجارت الکترونیکی را در نظر بگیرید، زنجیره ارزش و سیستم •

ارزش آنرا ترسیم کنید، و ساختار سازمانی آنرا قبل و بعد تغییرات .نیز ترسیم کنید« بازمهندسی بازاریابی»خواسته شده در مقاله

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