Transcript TARGET OF MARKETING TODAY

TARGET OF MARKETING
TODAY
RUSSIAN EXAMPLE
Rules & Strategies which
led to success in the past
CORPORATE SOCIAL
RESPONSIBILITY
• The ability & desire to take actions that also protect
and enhance society’s interests
• The wish to help consumers & society in general
• To promote proper consumption values
• To advance the level of moral conduct
• To achieve specific behavioral goals for a social
good
• To spread goodwill toward the whole society
• To provide a long-term consumer welfare
CSR IMPLICATIONS
Charity
programs
Educational
Sustainability
Cultural
Sustainability
Support of
science &
innovations
Environmental
Sustainability
To work in a social responsible company
(Russia, 12%) the most important criterion for
people from BRIC countries
SOURCE: HARVARD BUSINESS REVIEW, 2008
Targets of Advertisement
1950-1990
1990-2000
2000
INDUSTRIAL era of
Marketing
INFORMATIONAL
era of Marketing
SOCIAL era of
Marketing
Focus on a
Product & it’s
Promotion
Focus on
Consumer
Needs
Focus on
Integrity & Social
Problems
To minimize costs &
maximize profit
To give more
information about a
Product & satisfy a
Consumer
To have a high goal & be
honest to a Consumer
No care about a
Consumer
Loyalty programs
Charity, Volunteers,
Philanthropy
Marketing/Corporate
responsibility
Image
Identity
Integrity
Famous and rich people can found
charity funds
Business community members
arrange charity funds
Celebrities do the same.
Simple people also are volunteers and
philanthrops
The world total spending
on social marketing
Social responsible companies in Russia
Source: Bank Holding of Republic Financial Corporation
3.2
3.2
2.6 1.3
1.3
1.3
financial sector
15.2
3.8
engineering
food industry
fuel companies
5.1
13.9
5.1
non-ferrous
trading
5.1
telecommunication
5.7
12.6
7
professional services
chemical industry
10.1
transport