Dallas, TX 营销知识

A View of the Interactive Marketplace at the Beginning Of the Third Millenium - A Story in Five Parts
Part 1Traditional Marketing and Marketing Communication Are in Trouble - What Are You Doing to Help?
Challenges:
Marketing being pushed further and further down in management levels of the firm
Too much marketing considered “soft, squishy, not relevant”

Marketing expense increasing - few measures of returns 营销知识
Too much attention to mass market/mass media in world of one-to-one
Awards, “creativity”, self-adulation 
Most of All, the Impact and Influence of Electronic Communication and Commerce - Interactivity
Changing the Marketing and Communication Focus
From tactical activities to strategic managerial decisions营销知识
Driving shareholder value
Measurability and “outcomes”, not just “outputs”
Management Alternatives to Increase  Shareholder Value
Innovation in products or services
Enhancements in supply chain management
Customer relationship management - expand marketing capability
How Can Marketing and Communication Impact Corporate Results?
Increase or accelerate cash flows
Stabilize or reduce volatility of cash flows 营销知识
Increase shareholder value by building brand equity
Most Powerful Tools, Brands and Communication!
Both Are Woefully Underdeveloped in Many  Organizations
Primary 21st Century Mission:Marketing and Communication to Direct, Drive and Fulfill Corporate Strategy
Questions or Comments?
Part 2Understanding the 21st Century Marketplace
The Challenge Is Transition

Three Types of Organizations  Have Developed
Product-Driven Organizations  Focus on 4Ps
Product
Price营销知识
Place (Distribution)
Promotion

Distribution-Driven Firms Focus on: 
Location
Logistics
Channels
Ubiquity

Consumer-Driven Firms Focus on 
Consumers
Brands营销知识
Relationships
Shareholder value

Until the Early 1990s, Every Organization Had to be  Either Product or Distribution Driven

Lack of Resources Prevented Us from Knowing Much About Consumers, Customers or Prospects
Information Technology Changed That!

But, Interactivity Has Created a Shift of Marketplace Power
Most Organizations Today Are Struggling with How to:
Become consumer focused营销知识
Market globally
Structure the organization to fit marketplace
Integrate all the activities and resources

What to Do?
Questions or Comments?
Part 3:The Transition of Information Technology Drives the Need For Brands, Communication And Consumer Relationships
In the 21st Century, the Brand And Communication Will Be The Firm’s Only Sustainable Competitive Advantages
No product advantage
No price advantage营销知识
No place/distribution advantage
No promotion advantage
The Shift of Information Technology Forces the Organization to Move from The 4Ps to the 4Rs