Transcript module01

Marketing for MOST
Module 01 – Course Overview
技術経営コンソーシアム
開発担当者 ：Ritsumeikan Asia Pacific University 教授: Takamoto, Akihiro
更新日 October, 2003
Marketing for MOST: Module 1 – Course Overview
Module 01: Course Overview
1.
Welcome
2.
Target Audience
3.
Course Objectives
4.
Course Goals
5.
Approaches
6.
What is MOST
7.
From Technology Push to Market Pull
8.
Is Marketing a Science or an Art?
9.
The need for a Paradigm Shift
10.
The 3 Maxims of Marketing according to Aki Takamoto
11.
References and Further Readings
Marketing for MOST: Module 1 – Course Overview
Module 01: Introduction and Welcome
• Welcome to the Exciting World of Marketing
– Through learning; practicing; and mastering the art
and science of Marketing, your professional career
and personal life too, will certainly become all the
more successful and satisfying.
Marketing for MOST: Module 1 – Course Overview
Module 01: The Aim of Marketing
• The aim of Marketing is:
– “to accomplish the objectives of the organization while at the
same time…
– Meeting the needs and wants of the customer
– And
– Utilizing the company’s resources most effectively and
efficiently.”
• Sound Marketing is therefore critical to the success
of every organization.
– Large, small, for-profit, not-for-profit, domestic or global.
Marketing for MOST: Module 1 – Course Overview
Module 01: Marketing and MOST
• This course has been designed to refocus the
importance and relevance of MOST
– (Management of Science and Technology)
• To the successful implementation of
Marketing and Vice Versa
Marketing for MOST: Module 1 – Course Overview
Module 01: Marketing and MOST
• MOST has always been an integral part of Marketing.
Marketing for MOST: Module 1 – Course Overview
Module 01: Marketing and MOST
• Science and Technology however have emerged as the most
important driver of future events, unprecedented in its scale and
impact.
Marketing for MOST: Module 1 – Course Overview
Module 01: Target Audience
• The Main Target Audience:
– Main Target Audience: Students with a Masters' Degree or
Bachelors' Degree in a Science or Engineering field, with
more than several years' work experience.
– It is emphasized here that students who do not fit into the
main target group can also benefit from this course
• You will always find among your colleagues and superiors,
managers with a Science and Technology background, whether
they have already been trained in Marketing or not.
Marketing for MOST: Module 1 – Course Overview
Module 01: Target Audience
– Even if you do not have a Science or Engineering
background, you will share the traits of a
simplistic, logical, and somewhat deterministic
view of the world!!
• (somewhat prevalent among scientists, engineers and
accountants!!)
– Emancipation of students from the straightjacket of
such thinking is actually the main objective of this
course as you are about to learn!
Marketing for MOST: Module 1 – Course Overview
Module 01: Course Objectives
• The objective of this course is not to help
students acquire knowledge of basic
concepts and jargons of Marketing and
MOST!
• The objective is much higher!
…
Marketing for MOST: Module 1 – Course Overview
Module 01: Course Objectives
• The main objective of this course is to assist students
to develop:
– Creative
– Productive
– and strategic thinking skills
– and the ability to apply these skills in order to deal effectively
with a constantly emerging new realities in both the global
and local markets, while developing a keen interest in a and
good understanding of the roles to be played by existing and
emerging science and technology.
Marketing for MOST: Module 1 – Course Overview
Module 01: Course Objectives
• In other words, the main objectives of this course is
to develop what Levitt(1) calls, "Marketing
Imagination".
1.THE MARKETING IMAGINATION by LEVITT, THEODORE;
Publisher: SIMON & SCHUSTER;
ISBN: 0029190908
Further Reading – See Reference:Levitt.pdf
Marketing for MOST: Module 1 – Course Overview
Module 01: Course Goals
• After completing this course, students will be
expected to:
– Have acquired a good understanding of marketing
concepts and methodologies.
Marketing for MOST: Module 1 – Course Overview
Module 01: Course Goals
• After completing this course, students will be
expected to:
– Appreciate the vital importance of marketing for
the success of any organisation.
Marketing for MOST: Module 1 – Course Overview
Module 01: Course Goals
• After completing this course, students will be
expected to:
– Clearly understand the place of MOST in the
entire marketing management process.
Marketing for MOST: Module 1 – Course Overview
Module 01: Course Goals
• After completing this course, students will be
expected to:
– Appreciate and enjoy the process of developing
creative, productive, and strategic thinking skills
that are essential for marketing and invaluable for
all other human activities.
Marketing for MOST: Module 1 – Course Overview
Module 01: Course Goals
• After completing this course, students will be
expected to:
– Have acquired the skills required to apply
marketing concepts and methodologies in
combination with their own creative thinking
towards the interpretation, evaluation and initiation
of marketing and MOST activities in the real world.
Marketing for MOST: Module 1 – Course Overview
Module 01: Approaches
• To ensure that this subject is presented in a way that
encourages constructive two-way communication
between students and lecturer:
– Lecture sessions will be structured in an interactive format
where students will be encouraged to raise questions and
make comments or suggestions either during the class or at
a later time.
– Students are encouraged to make a short presentation
related to the topics being covered in the lecture voluntarily
or upon request from the lecturer.
– The Case Method will be utilized as much as practically
feasible (See reference: casemethod.pdf).
Marketing for MOST: Module 1 – Course Overview
Module 01: What is MOST?
• The meaning of MOST:
– MOST (Management of Science and Technology)
is called by several other names with varying
shades of meaning, such as:
• MOST (Management of Science and Technology)
• Technology Management
• Engineering Management
• IT Management
Marketing for MOST: Module 1 – Course Overview
Module 01: What is MOST?
• MOST can be defined in a number of ways, for
example:
– MOST is the management of strategic innovations in a
science and technology based company tat are essential for
continually creating next generation business opportunities
for the company.
– MOST is maximizing the return on technological investment
– MOST is the set of activities associated with bringing high
technology products to the marketplace (The Management
of Technology Program at UC Berkeley).
– MOST is the systematic management of scientific and
technological issues and challenges in an organizations
whole value chain.
Marketing for MOST: Module 1 – Course Overview
Module 01: MOST in this Course
• MOST in this course is given a broader and more
comprehensive meaning as follows:
– The aim of MOST is to significantly enhance the company's
competitiveness in the market through identifying unique
values that science and technology can create for the
organization and materializing such values in a strategic and
tactical way.
– Note: Here, the term technology is used in a broad sense
and is not limited to any one of the so called "high" or
"disruptive" or "emerging" or "established" technologies.
– See what Wharton have to say on Managing Emerging
Technologies: wharton.pdf
Marketing for MOST: Module 1 – Course Overview
Module 01: MOST in this course
• Therefore, in this course:
– We use cases drawn from a wide range of
businesses, i.e. not limited to so-called science and
technology based organisations.
– This is because Science and Technology have come to play
a very significant role even in the service industry. As a
matter of fact, the boundary between Science and
Technology based functions and service-oriented operations
within a company is disappearing.
• For example, SONY is no longer merely an electronics
manufacturer - much of their profits are now coming from their
entertainment businesses, which in turn is supported by
advanced electronics and information technology.
Marketing for MOST: Module 1 – Course Overview
Module 01: Technology Push –
Marketing Pull
• MOST - Maximising R.O.I
– "MOST is maximising the return on technological
investment" according to the SRI (Stanford
Research Institute). For that, SRI emphasizes, the
company's thrust must be shifted from
"Technology push" to "Market pull".
Marketing for MOST: Module 1 – Course Overview
Module 01: Maximising ROI
• To that end, both the "Technology gate" and
the "Market gate" have to be passed through
successfully as shown in Figure 3.
Marketing for MOST: Module 1 – Course Overview
Module 01: Technology Push –
Marketing Pull
• Gateway Models
– The SRI gateway model clearly depicts the roles to be
played by MOST.
– MOST aims to help the company pass both gates.
– The role of Marketing however, is much broader in scope.
• It is not just limited helping the company pass the Marketing
Gate. That is simply because the marketing environment ( both
macroscopic and microscopic ... discussed in more detail later)
is in constant change.
• New realities are emerging constantly and there is a great deal
of uncertainty about the future.
Marketing for MOST: Module 1 – Course Overview
Module 01: Technology Push –
Marketing Pull
• Gateway Models
– Consequently, we have to be capable of envisioning a much
more complex world with intensive competition, see figure 4
below.
Marketing for MOST: Module 1 – Course Overview
Module 01:
Is Marketing Science or Art?
• To answer this question, lets think about the
following definition of marketing:
– Marketing is a way to harmonize the needs and
wants of the outside world with the purposes and
resources and objectives of the institution.
• (Peter Drucker, Managing the Non-profit Organisation,
Practices and Principles, Harper Collins Publishing
1990.)
• It sounds it is sweet and easy to practice
Marketing!
Marketing for MOST: Module 1 – Course Overview
Module 01:
Is Marketing Science or Art?
• It has to be noted however, that the word "harmonise"
in the previous definition is rather a euphemism.
• As a matter of fact, marketing is never an easy task!
• Why, because it is not easy
– to identify and communicate to your prospective customers
in the outside world.
– To clearly understand their real needs and wants is another
challenge.
– The resources of your company are not unlimited ... very
limited more often than not.
– And finally, among all this, you have to compete with many
other organizations to win the heart and mind ... (and wallet)
of your customer.
Marketing for MOST: Module 1 – Course Overview
Module 01:
Is Marketing Science or Art?
• Is there a Recipe for Success?
• There is, unfortunately, no recipe for success in marketing.
• No how-to books can lead you to success.
• You have to differentiate yourself from your competitors in your
own unique way.
• The way that brought you to success yesterday may not work
tomorrow.
• That's why Marketing is more art than science.
• Art in the sense that it takes a great deal of training
and practice and creativity.
Marketing for MOST: Module 1 – Course Overview
Module 01:
Is Marketing Science or Art?
• On the other hand, Zyman says "marketing is more
science than art". Lets see what he has to say:
– On "The End of Marketing" by Sergio Zyman (Former CMO
of Coca-Cola).
• Marketing itself is not an art, and it's not mysterious. In reality, marketing is more
science than art, and any marketer who wants to succeed in the future is going to
have to approach it in a systematic and logical way. Like a scientist, Zyman
collects data, and analyzes it, and then changes his activities to reflect what he
learnt. This is a crucial point: you've got to constantly collect information, and you
have to be willing to change your mind. When you refuse to change your mind,
you miss the opportunity to capitalize on your learning's and do a better job of
whatever you are trying to accomplish. The reality is that marketing, like science,
isn't about knowing all the answers when you start out. It's about experimenting,
measuring the results, analyzing them, and then making adjustments based on
what you find out. Scientific principles - assume, experiment, review, and revise.
"Old-style marketers can talk all they want about how alchemy can do the job and
produce the gold. As for me, I am going to keep digging systematically for ore,
assaying it carefully, and trying new veins to find those that are the richest".
Marketing for MOST: Module 1 – Course Overview
Module 01:
Is Marketing Science or Art?
• Thought and Imagination
– Experimenting, measuring, assessing, evaluating
are all important elements of Marketing.
– It takes however, a lot of thinking and imagination
to design a good experiment and evaluate the
results appropriately.
– How to translate the outcomes into an effective
marketing strategy is another challenge.
Marketing for MOST: Module 1 – Course Overview
Module 01:
Is Marketing Science or Art?
• SCIENCE DEFINED:
– knowledge about the structure and behaviour of the natural
and physical world, based on facts that you can prove, for
example by experiments: new developments in science and
technology "...the advance of modern science", "...the laws
of science".
– the study of science: science students / teachers / courses
– a particular branch of science: to study one of the sciences
(compare with "ART", "HUMANITIES")
– [sing.] a system for organizing the knowledge about a
particular subject, especially one concerned with aspects of
human behaviour or society: ..."Is there an adequate basis
for a science of international politics?"
see also DOMESTIC SCIENCE, EARTH SCIENCE, LIFE SCIENCES, NATURAL SCIENCE,
POLITICAL SCIENCE, SOCIAL SCIENCE
Oxford Advanced Learner's Dictionary
Marketing for MOST: Module 1 – Course Overview
Module 01:
Is Marketing Science or Art?
•
Lateral Thinking Defined
– Lateral Thinking is a way of solving problems by using your imagination to
find new ways of looking at the problem.
– Our thinking traditions are very firmly based on logical thinking in which we
start off with a certain way of looking at things and then see what we can
deduce from that.
– This can be called vertical thinking since it involves building on what is
accepted as traditional.
•
Most of our thinking does not take place at a logical state but at the
perceptual stage that precedes this.
•
Lateral thinking is to do with changing perceptions and finding new
ways of looking at things.
•
Lateral thinking is the practical process of creativity.
•
Vertical thinking is the selective
•
Lateral thinking is generative.
Marketing for MOST: Module 1 – Course Overview
Module 01: The Need for a Paradigm
Shift
• A common denominator...
– If we think more about it, Marketing, MOST, and
Science have an important common denominator:
– The Need for a Paradigm Shift.
Marketing for MOST: Module 1 – Course Overview
Module 01: The Need for a Paradigm
Shift
• To understand that, first take a look at figure 5 below. Do you
see a woman's face? How old do you guess she is?
• Further Reading on the
paradigm shift
see paradigm.pdf
Marketing for MOST: Module 1 – Course Overview
Module 01: The 3 Maxims of Marketing
•
The Three Maxims of Marketing according
to Aki Takamoto:
– (or Aki’s Words of Wisdom)
1. Open your mind, observe things from various
angles; understand them deeply.
2. Use your own head to think flexibly, freed from
pre-perceptions and common sense.
3. Just Do it!