Transcript 1. Criticisms levelled at Marketing

Marketing for MOST
Module 13 – Course Wrap-up!
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 13 – Course Wrap-Up
Module 13: Course Wrap-up
1. Criticisms levelled at Marketing
2. What is your highest need?
3. Economics and Marketing
4. The Three Maxims of Marketing.
Marketing for MOST: Module 13 – Course Wrap-Up
1. Criticisms levelled at Marketing
• Criticisms levelled at Marketing:
– “I would like to learn more about ethnics and morals in
marketing. MTV gets money from recording companies to
broadcast their music again and again in order to embed
it in the mind of the customer like me and millions of
teenagers all over the world. From your viewpoint, is such
an act ethical or unethical? Many kinds of persons like
artists or leftwingers criticize marketing. Some of them
said it destroyed their life. What do you think about such
criticism? ” ---- an APU student
Marketing for MOST: Module 13 – Course Wrap-Up
1. Criticisms levelled at Marketing
•
Criticisms levelled at Marketing:
– “A considerable part of our ability, energy, time
and material resources is being spent today on
inducing us to do hard labor in order to find the
money for buying material goods that we should
never have dreamed of wanting if we had been
left to ourselves.”
• (Arnold Toynbee, 1961)
Marketing for MOST: Module 13 – Course Wrap-Up
1. Criticisms levelled at Marketing
• Criticisms levelled at Marketing:
– “Few trends could so thoroughly undermine the
very foundations of our free society as the
acceptance by corporate officials of a social
responsibility other than to make as much
money for their stockholders as possible.”
--- Milton Friedman
Marketing for MOST: Module 13 – Course Wrap-Up
1. Criticisms levelled at Marketing
• Criticisms levelled at Marketing:
– “The man who will use his skill and constructive
imagination to see how much he can give for a
dollar, instead of how little he can give for a
dollar, is bound to succeed.”
• (Henry Ford)
Marketing for MOST: Module 13 – Course Wrap-Up
1. Criticisms levelled at Marketing
• Practice:
• Discuss the foregoing criticisms
• Do you agree or disagree?
• What is marketing to you?
Marketing for MOST: Module 13 – Course Wrap-Up
2. What is your highest need?
• Is our highest need really “self actualization”?
• What does it mean to you?
• What is your highest need?
• Practice: Discuss “Also Sprach Zarathustra
“(see NIETZSCHE.PDF)
Marketing for MOST: Module 13 – Course Wrap-Up
3. Economics vs. Marketing
• “An economist must be a “mathematician, historian,
statesman, philosopher, in some degree….as aloof
and incorruptible as an artist, yet sometimes as near
the earth as a politician”, so remarked John Maynard
Keynes.
• Quite right. And if you replace the words “An
economist” with “A Marketing Professional”, you are
almost right but not 100 percent. To be a good
marketer, you must remember what Sun Tzu said: “If
you know the enemy and know yourself, you need
not fear the result of a hundred battles”.
Marketing for MOST: Module 13 – Course Wrap-Up
3. Economics vs. Marketing
• Remember:
– Marketing is the modern art of war.
Aki TAKAMOTO.
– “Just as water retains no constant shape, so in
warfare there are no constant conditions”.
Sun Zu
– “To fight and conquer in all your battles is not
supreme excellence; supreme excellence consists
in breaking the enemy’s resistance without
fighting”.
Marketing for MOST: Module 13 – Course Wrap-Up
3. Economics vs. Marketing
• “The theory of economics (read marketing)
does not furnish a body of settled onclusions
immediately applicable to policy. It is a
method rather than a doctrine, an apparatus
of the mind, which helps its possessor to
draw correct conclusions”
– John Maynard Keynes.
Marketing for MOST: Module 13 – Course Wrap-Up
4. The Three Maxims of Marketing
• 1) Open your mind. Observe the matter from
various angles. And understand it deeply.
• 2) Use your own brains to think critically,
creatively and constructively--- freed from any
pre-perceptions and common sense.
• 3) Just do it!
February 2004, Aki TAKAMOTO