Transcript AA Export Marketing general

Export Marketing, general
Veikko Laine
What is
Marketing ?
Export Marketing, general
Veikko Laine
Question:
…what is…
Marketing is social and managerial process by which individuals
and groups obtain what they need and want through creating and
exchanging products and value with others (P. Kotler, 2001)
Marketing is an organizational function and a set of processes
for creating, communicating and delivering value to customers
and for managing customer relationships in ways that benefit
the organization and its stakeholders. (American Marketing Association,
2004)
…do you / can you remember this ? …
Export Marketing, general
Veikko Laine
Question:
…what is…
Marketing is social and managerial process by which individuals and
groups obtain what they need and want through creating and
exchanging products and value with others
(P. Kotler, 2001)
Marketing is an organizational function and a set of processes for
creating, communicating and delivering value to customers and for
managing customer relationships in ways that benefit the
organization and its stakeholders.
(American Marketing
Association, 2004)
NOTE !:
questions), is your most powerful
Questioning (= posing of –rightmarketing tool. => …a question controls the answer…
…”you get what you ask”…
Export Marketing, general
Veikko Laine
Key to success
Marketing can be a very expensive activity.
Why is marketing needed ?
(…different question… = diff. answer)
Marketing produces
EXCHANGE
Export Marketing, general
Veikko Laine
Key to success
What is the most important,
the most expensive task
in Marketing ?
Export Marketing, general
Veikko Laine
Key to success
The most important AND most expensive task
of any Marketing is : information distribution
- to distribute information to the customers so that it
supports their activities
- to search and receive information from the
customers so that it supports the activities of the
company
Marketing
Export
general
Company
CustomerMarketing,
Product Decisionmaking
What
Veikko Laine
What kind
Comparison of the ”Material” with which You work :
Why
Engineering
Marketing
Where
Concrete
Specifiable
Measurable
Simple
Predictable
Controllable
Abstract
Difficult to specify
Hard to evaluate
Complex
Difficult to predict
Problems in control
”Not living”
No free will
”…do the things right…”
- Living How
- Free will –
How
”…do the right things…”
much/man
When
Who
to Whom
y
etc. etc
etc. etc
Export Marketing, general
Veikko Laine
Theory
There is no precise theory of marketing !!
=> There is no single, - the very one and
only correct way of marketing
=> All endeavours are correct…
…as long as they bring results
However, some ways are more efficient (in
terms of money & time !) than others…
Export Marketing, general
Veikko Laine
Theory
(“Theory” => knowledge of ...what, how to... etc.)
Why study theories? What´s the use?
=>Theory (= “knowing”), w/o acting is, at -
it´s best,
the
profession of a Teacher...
=> Acting, w/o a Theory, leads at -
it´s worse,
to
Chaos!!
=> Nothing is so “strong” (= directing of actions) as a
proven theory.
Export Marketing, general
Veikko Laine
Theory
Export Marketing, general
Veikko Laine
Here Comes Marketing Theories
Export Marketing, general
Veikko Laine
Marketing Strategy
The Mother of Strategy is
…limited resources
The resources must be focused on profitable
targets (profitable = high ”output / input” ratio) …
=> prioritize.
Reasons :
If you attack 360 degrees, - you advance nowhere !
If you serve everyone, - you serve no one !
(…there are > 6 billion people… !)
Strategy is, at its best, as good as the information
on which it is based !
Export Marketing, general
Veikko Laine
Segmentation
?
Export Marketing, general
Veikko Laine
Segmentation
…compare…
”…you go to the forest, for hunting … and …you go to the
sea for fishing…”
not oppositely, …or obscurely…
As a hunter / fisher, you know where the catch is, what it eats,
what it likes, dislikes, how it moves, when it is on the move, etc.
”The Catch = Customer”
”The Living Surrounding = The Market”
=> …hence, you know what you should do in order to…
(this analogy, comparison is naturally clumsy and faulty in the respect that your aim is
not to kill the customer, but to gain a Win-Win situation => …symbiosis…)
Export Marketing, general
Veikko Laine
Segmentation
All customers are different, BUT many potential customers
do have similarities in their characteristics
Find these similarities : closeness (cultural), area, company
& product similarity, buying procedure, earlier experience,
highest possibility of success, development level, etc. etc.
In the long run you have customer segments A, B and C :
Customer
% of No. / % of sales
=> action plan
A
20 %
/ 80 %
xx
B
30 %
/ 15 %
yy
C
50 %
/ 5%
zz
Export Marketing, general
Veikko Laine
Decision Making
To make decisions,
…is to take risks…
The results of today´s decisions come up in future
Decisions, at their best, are as good as the
information on which they are based
The decisions go through the consecutive phases :
cognitive (rational, facts, numbers)
affective (emotional, feelings, …images…)
operative …(actions)…
…affective…=> Fear, Uncertainty, Doubt = FUD…
Export Marketing, general
Veikko Laine
Ladders of Development
Unconscious competence
”true specialist”
Conscious competence
”expert”
Conscious incompetence
”novice”
Unconscious incompetence
”layperson”