Marketing in a changing world

-Creating customer value and satisfaction

-E-Business

Marketing Management
Implementing programs to create exchanges
with target buyers to achieve organizational
goals

Demand Management
Finding and increasing demand, also
changing or reducing demand

Profitable Customer Relationships

Attracting new customers and
retaining current customers

Changes in the Marketplace

Globalization, technological advances, and

deregulation have created many challenges:
Customers
Brand

manufacturers
Store-based retailers

Both companies and marketers have been

forced to respond and adjust.

Company

Reengineering processes
Outsourcing
E-commerce
Benchmarking
Alliances
Partner-suppliers
Market-centred
Global
Decentralisation

Marketers

CRM
CLV
Customer Share
Target Marketing
Customisation
Customer Databases
Integrated marketing
communication
Channels as partners
Every employee a marketer
Model based decision making
Interactive marketing
communication

Business practices have changed

From Marketing does the marketing to everyone does

the marketing
From building brands through advertising to building
brands through performance.
From focusing on customer acquisition to customer
retention
To in depth customer satisfaction
From over promise under deliver to under promise over
deliver.

Major forces shaping the internet age

Digitalization and Connectivity
The internet explosion
New types of intermediaries
Customisation and Customerization
Interactive marketing
Consumer empowerment

E-business

E-commerce
E-marketing
E-purchasing

Benefits to Buyers
Convenience
Ease and Privacy
Access & selection

B2C
B2B(OTN, PTN)
C2C
C2B
Benefits to sellers
CRM
Reduce cost
Increase speed and efficiency
Flexibility
Global medium

Pure click companies

ISPs
Search engines
Commerce sites
Transaction sites
Content sites
Metcalfes law for network
economies

Brick and click

companies

Forms of online advertising and

promotion
Banner ads
Interstitials
Browser ads
Content sponsorships
Microsites
Viral marketing

Web communities
and
Email marketing

Revenue streams for e-businesses

Advertising Income
Sponsorship income
Alliance income
Membership and subscription income
Profile income
Product and service sales income
Transaction commissions and fees
Market research/information
Referral income

Evaluation of business value of

digital network individualisation

Micro level: Valuing electronic contacts

(marketers can learn and respond to detailed customer
interactions)

Macro level: New Business

Efficiency
Efficiencyand
andeffectiveness
effectiveness
Cost
CostReduction
Reduction
Supply
Supplychain
chaincoordination
coordination
Better
Bettercustomer
customerknowledge
knowledge
Brand
Brandenhancement
enhancement
Category
Categorybuilding
building
Quality
improvement.
Quality improvement.

Use of online
media

Interactivity
Marketing communication
Build a brand relationship

Low cost individualised

interaction

Voice
of the
consumer

Building
consumer relationships
Retention
Engagement

Consumer empowerment

Limitations
Limited consumer exposure and buying
Skewed user demographics and
psychographics
Chaos and clutter
Security
Ethical concerns