Veikko Laine
Export Marketing, general
What is Marketing ?
Veikko Laine
Export Marketing, general
Question: …what is…
Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (P. Kotler, 2001)
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Association, 2004)
…do you / can you remember this ? …
Veikko Laine
Export Marketing, general
Question: …what is…
Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (P. Kotler, 2001)
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Association, 2004)
NOTE !: Questioning (= posing of –right- questions), is your most powerful marketing tool. => …a question controls the answer… …”you get what you ask”…
Veikko Laine
Export Marketing, general
Marketing can be a very expensive activity.
Key to success
Why is marketing needed ? (…different question… = diff. answer)
Marketing produces EXCHANGE
Veikko Laine
Export Marketing, general
What is the most important, the most expensive task
in Marketing ?
Key to success
Veikko Laine
Export Marketing, general
The most important AND most expensive task
of any Marketing is : information distribution
- to distribute information to the customers so that it
supports their activities
- to search and receive information from the
customers so that it supports the activities of the
company
Key to success
Veikko Laine
Export Marketing, general What
What kind
Why
Where
When
Who
to Whom
How
How much/man
y
Is it / is it not ...
Marketing Company Customer Product Decisionmaking
Comparison of the ”Material” with which You work :
Engineering Marketing
ConcreteSpecifiableMeasurableSimplePredictableControllable
”Not living”No free will”…do the things right…”
etc. etc
AbstractDifficult to specifyHard to evaluateComplexDifficult to predictProblems in control
- Living - - Free will –”…do the right things…”
etc. etc
Veikko Laine
Export Marketing, general
There is no precise theory of marketing !!
=> There is no single, - the very one and only correct way of marketing
=> All endeavours are correct…
However, some ways are more efficient (in terms of money & time !) than others…
…as long as they bring results
Theory
Veikko Laine
Export Marketing, general
(“Theory” => knowledge of ...what, how to... etc.)
Why study theories? What´s the use?
Theory
=> Acting, w/o a Theory, leads at - it´s worse, to Chaos!!
=>Theory (= “knowing”), w/o acting is, at - it´s best, the
profession of a Teacher...
=> Nothing is so “strong” (= directing of actions) as a proven theory.
Veikko Laine
Export Marketing, general
Theory
Veikko Laine
Export Marketing, general
Here Comes Marketing Theories
Veikko Laine
Export Marketing, general
The Mother of Strategy is …limited resources
The resources must be focused on profitabletargets (profitable = high ”output / input” ratio) …
=> prioritize. Reasons :
If you attack 360 degrees, - you advance nowhere !
If you serve everyone, - you serve no one !(…there are > 6 billion people… !)
Strategy is, at its best, as good as the informationon which it is based !
Marketing StrategyMarketing Strategy
Veikko Laine
Export Marketing, general
SegmentationSegmentation
?
Veikko Laine
Export Marketing, general
SegmentationSegmentation
…compare…
”…you go to the forest, for hunting … and …you go to the sea for fishing…” not oppositely, …or obscurely…
As a hunter / fisher, you know where the catch is, what it eats, what it likes, dislikes, how it moves, when it is on the move, etc.
”The Catch = Customer” ”The Living Surrounding = The Market”
=> …hence, you know what you should do in order to…
(this analogy, comparison is naturally clumsy and faulty in the respect that your aim is not to kill the customer, but to gain a Win-Win situation => …symbiosis…)
Veikko Laine
Export Marketing, general
SegmentationSegmentation
All customers are different, do have similarities in their characteristics
BUT many potential customers
Find these similarities : closeness (cultural), area, company& product similarity, buying procedure, earlier experience,highest possibility of success, development level, etc. etc.
In the long run you have customer segments A, B and C :
Customer % of No. / % of sales => action plan
A 20 % / 80 % xx
B 30 % / 15 % yy
C 50 % / 5 % zz
Veikko Laine
Export Marketing, general
Decision MakingDecision Making
To make decisions,
The results of today´s decisions come up in futureDecisions, at their best, are as good as the
information on which they are based
The decisions go through the consecutive phases :
cognitive (rational, facts, numbers)affective (emotional, feelings, …images…)operative …(actions)…
…affective…=>
…is to take risks…
Fear, Uncertainty, Doubt = FUD…
Veikko Laine
Export Marketing, generalLadders of Development
Unconscious incompetence
”layperson”
Conscious incompetence
”novice”
Conscious competence
”expert”
Unconscious competence
”true specialist”
Time a
nd W
ork
New
Area