Académique Documents
Professionnel Documents
Culture Documents
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Program Outline
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y What are the marketing challenges globally?
y How to create winning marketing practices?
H i i k i i ?
y The element of competence marketing strategy
y Challenges of marketing in various industries
y Overview of modern marketing strategy
y Current international marketing trends
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Introduction
Introduction
y There are three kinds of companies:
y those who make things happen;
y who watch things happen;
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y those who wonder what’s happened
y If we do not change our direction, we are likely to end
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up where we are headed. (Old Chinese Proverb)
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Global Marketing Challenge
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y Generation gap in marketing.
y Fails to recognize the changes
F il i h h
y Powerful force
y Technology – digitalization
y Globalization
y Reshaping economics – Deregulation
y Privatization
y Knowledge Economics
y Economic Melt down
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Are there winning marketing
Are there winning marketing
p
practices?
1. Win through higher quality
2. Wi h
Win through better service
h b i
3. Win through lower prices
4. Win through high market share
5. Win through adaptation and customization
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Are there winning marketing
Are there winning marketing
p
practices?
6. through continuous product improvement
7. Win through product innovation
Wi h h d i i
8. Win through entering high‐growth markets
9. Win through exceeding customer expectations
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What constitutes a winning
What constitutes a winning
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marketing strategy?
y Operational effectiveness and excellent is not a long
tterm sustainable strategies in the market because
t i bl t t i i th k t b
other firms will soon catch up. (Prof Michael Porter)
y Strong point of different from competitors’ strategies.
St i t f diff t f tit ’ t t i
y Successful new strategies get imitated quickly by
t t i hit t
strategic architecture.
y The great strategies – unique configuration
that defy easy imitation.
h d f i i i
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Challenges that marketer face?
h ll h k f ?
Branded • Store-based Industrial-
Manufacturers Retailers based Firms
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Modern Marketing Strategies
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1. Improving their customer knowledge, customer
connection technologies and understanding the
customer economics.
22. Using more targeted media and integrating their
marketing communication to deliver a consistent
message through every customer contacts
message through every customer contacts.
.
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Modern Marketing Strategies
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3. Conduct marketing strategies through marketing
visionaries
4. Reachable seven days a week, twenty‐four hours a day
and their 1 800 customer telephone number or by e
and their 1‐800 customer telephone number or by e‐
mail
5 To identify the more profitable customers and to set
5. To identify the more profitable customers and to set
up different levels of service.
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N P di
New Paradigm of Marketing
f M k ti
Printed Catalogs Online Vendors
Entrepreneurial
High Traffic Store retailer
Pre-made Customized
designed Design
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N P di
New Paradigm of Marketing
f M k ti
Building market Building customer
share share
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