TRUE MARKETING:

A Value Based Philosophy for Strategic

Marketing
Presented By :
KAPIL CHAND
MARGARIDA MENDES
PUSPINDER SINGH
ROHTASHVA GUPTA
PARIKSHIT CHAUDHURI

Introduction
This paper is about a new type of moral marketing that is true marketing
This paper deals with two questions i.e.
1.

Why do we need a new morally based market?

2.

What is the content of such moral marketing?

Three models of true marketing

1.

Why there is urgent need for a renaissance in marketing?

2.

Turning marketing triangle on its head

3.The loop of identification

Top leaders to customers

Customers to employees

Employees to leaders

Foundations of True Marketing

From the 20s Manufacturing orientation
Any customer can have a car painted any colour
that he wants so long as it is black Henry Ford

1930 1950 To trends in sales orientation

Americans invented academic marketing and they
still dominate the area. From being distribution
oriented it evolved after World War II in the 1950s
into selling what we make well

Which gave room to the birth of

marketing as a discipline

60-70s: Markets were beginning to show the first signs of maturity

and saturation. Organizations started pioneering the marketing
concept, in which satisfying customer needs were considered critical
for the companys long-term financial success in the market place

70 80s: it became clear that the core of marketing was routed on

facilitating the exchanges

A new way of thinking Marketing

The societal marketing concept calls upon marketers to build social
and ethical considerations into their marketing practices. They must
balance and juggle the often conicting criteria of company profits,
consumer want satisfaction, and public interest. Yet a number of
companies have achieved notable sales and profit gains by adopting
and practicing the societal marketing concept.

What is Marketing?
It is an attitude of mind: this is what is known as market orientation. It
is a philosophy and way of work, a state of mind, which should permeate
the entire organization. It states that companies recognize that their
existence and future depends on their ability to give the customers what
they want. Internal considerations should be subservient to the wider
needs or the market place.

Levels of True Marketing

1.Personal Level:

Being true to yourself is a first must, take realistic view of true marketing

Intent of the person interacting with another person should be honest and
transparent

An Emotional level to feel good about

2.Work Level:

Consists of everyday work and physical reality in time and place

How well the company is able to connect customers with product and
services

Marketing work in companies have become collective and collaborative

3.Code Level:
Societal codes set up system of principles of how to behave in a society
Moral codes which relate to group of people
Types of moral codes:
1) Cultural traditions, serve as forceful code of conduct
2) Criminal & civil law set boundaries for what is allowed in society
3) Professional codes define essence in profession. Eg: Hippocrates oath in
medicine
4) Religious codes

Nine steps of the True

Marketing Ladder
Step 1: About persons and other persons
Are you feeling good about yourself now?
Do you feel that you are in the right place to become a great person?
Are you happy with the friendships you have created at work?

Step 2: Person to work sub-level

Do the right thing, you personify your work
Creating to express the innermost talents and identity
Converting creative ideas into physical forms

Step 3:
Person to Code sub-level
Do you have a clear conscience?
Do you feel that you are a good and decent professional?
Are you abiding with all or some of the conventions or rules of your
marketing work?

Step 4:
Work to Person
Your effort in marketing should make a great difference to other persons
Eg: Creative and enlightening travel makes the customer a better
person
Eg: Meaningful education at top universities or schools and cosmetic

Step 5:
Work to Work is a sub-level of tangibility
It is about doing good deeds in marketing
The offer from the marketer should work
Eg : Use Pears Soap and you will Spear Soap

Step 6:

Work to code a sublevel of control of marketing actions

Doing things right

Follow the rules and conventions of the work to ensure the right quality

International systems of certification such as ISO and EQUIS are followed

Step
Code to person sub-level
7:

Treat people with fairness

Moral backbone of the company

Termed as Internal Marketing a few decades ago

Step 8:

Combination of code and work code to work sublevel

Compare work with a rule (code)

Modern counterparts include benchmarking, business process

reengineering and Just in Time planning

True marketing on this level is to over-deliver in terms of promises made

Step 9:

Combination of code to code sublevels

Compare one code to another

Bi-polar way to see the world ( right or wrong )

Being reasonable and correct to everyone

Summary

The idea of true marketing as a Ladder of Value priorities

We start from the top and step down in descending order

True marketing puts people first , work second and codes such as money
at the last

A company practicing true marketing in long term will make money,

deliver good products and have happy employees