菲利普.科特勒先生讲座课件

,InternationalMarketingTrends,PhilipKotlerKelloggSchoolofManagementNorthwesternUniversity,TimesAreBad,CEOsarenowplayingminiaturegolf.Obamametwithsmallbusinesses-Chrysler,CitigroupandGM,todiscusstheStimulusPackage.PeopleinAfricaaredonatingmoneytoAmericans.TheMafiaislayingoffjudges.,MarketingTrends,Excelindistinctareasratherthanbeallthingstoallpeople.Cultivatecustomeradvocatesandco-creators.Movemoremarketingdollarstosocialmedia.Createqualitycontentandincreasebrandedonlineexperiences.TrackbrandreputationsonthesocialWeb.Localizeyourglobalmarketing(goGlocal).Getalldepartmentstobecustomer-driven.Developtwomarketingdepartments.Investmoreininnovation.,CaterpillarandItsDealers,“Localdealerswhoarelong-establishedmembersoftheircommunitiescangetclosertocustomersthanaglobalcompanycanonitsown;buttotapthefullpotentialofsuchdealers,acompanymustforgeextremelyclosetieswiththemandintegratethemintoitscriticalbusinesssystems.Whentreatinthisway,dealerscanserveassourcesofmarketinformationandintelligence,asproxiesforcustomers,asconsultants,andasproblemsolvers.Indeed,ourdealersplayavitalroleinalmosteveryaspectofourbusiness,includingproductdesignanddelivery,serviceandfieldsupportandthemanagementofreplacement-partinventories.Dealerscanbemuchmorethanachanneltocustomers.”,MostCompaniesareShortLived,Averagecompanymaylastfrom10-20years.HypercompetitionChangingbuyerwantsandbudgetsLackofaninnovationcultureShorttermfocusandfailuretoinvestinalongertermperformanceYetsomecompanieshavelastforhundredsofyears.Namethem.Whataretheirsecrets?CitedeGeus.,AriedeGeus,InLivingCompanies,AriedeGeusfoundthat30companieshavebeenaroundatleast100years,includingDuPont,W.R.Grace,Kodak,Mitsui,Sumitomo,andSiemens.FourtraitsofLivingCompanies:ConservatisminfinancingSensitivitytotheworldaroundthemAwarenessoftheiridentityToleranceofnewideasFourpriorities:Valuingpeople,notassetsLooseningsteeringandcontrolOrganizingforlearningShapingthehumancommunity,DisruptiveTechnologies,OLDPhotographicfilmWiredtelephonesStoreretailingClassroomeducationOffsetprintingGeneralhospitalsOpensurgeryCardiacbypasssurgeryMannedfightersFullservicestockbrokerage,NEWDigitalphotographyMobiletelephonesOn-lineretailingDistanceeducationDigitalprintingOutpatientclinicsEndoscopicsurgeryAngioplastyUnmannedaircraftOn-linestockbrokerage,Source:ClaytonM.Christensen,TheInnovatorsDilemma,p.xxix.,TomorrowWillBeDifferent,Source:ClaytonChristensen,YouNeedtoBuildStrongerMarketingintoYourCompany,Olddefinitionofmarketing“Actorpracticeofadvertingandsellingaproduct”(RandomHouseWebsterDictionaryofAmericanEnglish1997)Newdefinitionofmarketing“Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforconsumers,clients,partners,andsocietyatlarge.”(AmericanMarketingAssociation,2008),MUSTMARKETINGBERE-INVENTED?,MARKETERSareprisonersofanOLDPARADIGM,MARKETERSareoperatinginaTIMEWARP,Companiesaimtomaximizeprofits,Companyinvestorsaremoreimportantthanotherstakeholders,Customersbuyrationallytomaximizevalue,Customersgetmostoftheirinformationfromsellersanddonttalktoeachotheraboutproducts,Dontacknowledgethegrowingpowerofthecustomers,Dontacknowledgethegrowingpowerofthechannelsandotherstakeholders,Dontacknowledgethenewsocialmediaworldandtheirgrowingsocialresponsibilities,RE-INVENTMARKETING,WENEEDTO.,Fiveshifts:1stShift-fromcreatingmarketingstrategiestodrivingbusinessimpact.2ndShift-fromcontrollingthemessagetogalvanizingyournetwork.3rdShift-fromincrementalimprovementstopervasiveinnovation.4thShift-frommanagingmarketinginvestmentstoinspiringmarketingexcellence.5thShift-fromanoperationalfocustoarelentlesscustomerfocus.Companyexamples:GE,Wal-Mart,CharlesSchwab,Proctertheiremployeetrainingislonger;andtheiremployeeturnoverislowerTheyhirepeoplewhoarepassionateaboutcustomersTheyviewsuppliersastruepartnerswhocollaborateinimprovingproductivityandqualityandloweringcostsTheybelievethattheircorporatecultureistheirgreatestassetandprimarysourceofcompetitiveadvantage.Theirmarketingcostsaremuchlowerthantheirpeerswhilecustomersatisfactionandretentionismuchhigher.,HowAreYouPlanningtoGrowProfitableRevenue?,EfficiencyFinanceandcostcontrolbecomeimportant(timeandmotionstudies)AcquisitionFinancebecomesimportantOrganicgrowthMarketingandsalesbecomeimportantInnovationR&Dandtechnologybecomeimportant,StationBreak!,Howdoesyourcompanygoaboutgettingnewproductandserviceideas?Whatarethebestsourcesofnewideas?Whoisresponsibleforcollectingnewideas?,SourcesofNewIdeas,ScientistsandEngineersMotorolaandPhilipsEmployeesWhirlpool,ShellSamsungCustomersProblemsinpresentproductsDreamproductsEnthusiastsOtherpartnersinthecompanynetwork,YourBrandNeedstoOwnaWord,Mercedes-engineeringBMW-drivingDisney-familyfunentertainmentSaturn-nohasslecarbuyingFedEx-overnightWal-Mart-lowprices/goodvaluesHallmark-caringNike-performance3M-innovationVolvo-safetyStarbuck-bestcoffeeexperience,BrandAssetValuatorModel,LEADINGB2BBRANDINGCOMPANIESDuPontSiemensBoschGeneralElectricSaint-GobainUPSFedExTentraPakMicrosoftCaterpillarIBMDaimlerMichelinTataSteelMorganStanley,TheBrandWithintheBrand:“IngredientBranding“orInBranding,LogosofIngredientBrands,HowWillYourCompanyBeMeasured?,Indicesnowmeasurehowwellacompanyperformsinthetriplebottomline:profit,planet,andpeople.TheAIM:Toencouragecompaniestoimprovetheireconomic,environmental,andsocialimpactonthesociety.,BuildaStrongCorporateReputation:WhyItsImportant,FinancialCommunity-SupportsStockValueEmployees/Recruits-AGreatPlacetoWorkCommunities-AGoodNeighborPublicOpinion-GoodWillPublicPolicyMak