Post on 20-Mar-2016
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Dr. oecon Odd Gisholt
- 1 -BI Drammen 2010
Moderne markedsföring
Moderne markedsföring
- e-handel og sosiale medier
Dr. oecon Odd Gisholt
- 2 -BI Drammen 2010
Moderne markedsföring
-Intro
-Marketing
-E-handel
-Sosiale medier
-Q&A
Dr. oecon Odd Gisholt
- 3 -BI Drammen 2010
Moderne markedsföring Soccer club
Dr. oecon Odd Gisholt
- 4 -BI Drammen 2010
Moderne markedsföring BI Norwegian School of Management
-HSG-HA/OHH
- HHL- INSEAD
- NVH- BI
-Drammen-(+2xHH)
Dr. oecon Odd Gisholt
- 5 -BI Drammen 2010
Moderne markedsföring Day and night
!!!
Dr. oecon Odd Gisholt
- 6 -BI Drammen 2010
Moderne markedsföring
EHQ,CH
Dr. oecon Odd Gisholt
- 7 -BI Drammen 2010
Moderne markedsföring
My favorites
• google.com
• amazon.com
• ebay.com (finn.no)
• skype.com
• youtube.com
• wikipedia.org
• plaxo.com/etc.
• facebook.com
• twitter.com
Yours ?
twitter!!!
flickr.com – Chatroulette.com
Dr. oecon Odd Gisholt
- 8 -BI Drammen 2010
Moderne markedsföring Where we are going to live the rest of our lives
Dr. oecon Odd Gisholt
- 9 -BI Drammen 2010
Moderne markedsföring
1. Megatrend Internet2. Megatrend nanotechnology3. Megatrend biotechnology4. Megatrend climate change5. Megatrend Asia6. Megatrend English7. Megatrend demography8. Megatrend urbanization9. Megatrend women10. Megatrend job world
Wirtschaftswoche
7 BillionMore than 3.5
in Cities!
Dr. oecon Odd Gisholt
- 10 -BI Drammen 2010
Moderne markedsföring
World population in the future
World Population Growth, 1750–2150
United Nations, World Population Prospects, The 1998 Revision; and estimates by the Population Reference Bureau.
Source: United Nations
2010: 7 bill. +
Dr. oecon Odd Gisholt
- 11 -BI Drammen 2010
Moderne markedsföring
World population per regionWorld Population Distribution by Region, 1800–2050
Population Division, Briefing Packet, 1998 Revision of World Population Prospects.
Source: United Nations. Will Europe become a „Museum“?
Dr. oecon Odd Gisholt
- 12 -BI Drammen 2010
Moderne markedsföring 2 out of 7 Billion
Dr. oecon Odd Gisholt
- 13 -BI Drammen 2010
Moderne markedsföring
CEO AREA
FINANCE MARKETING
HUMAN RESOURCES
INFORMATION LOGISTICS
PRODUCTION
Generic departments of the companyIn general
Dr. oecon Odd Gisholt
- 14 -BI Drammen 2010
Moderne markedsföring
Marketing trends• Turbo marketing (e-speed)
• Global marketing and networking (e-world)
• Total quality management and marketing (TQM)
• Relationship marketing (CRM) (eCRM)
• Multimedia marketing/electronic marketing(e-m/e-c/s-c)
• Branding (e-branding) / Bio/Eco and Viral Marketing
2010
E-all over
Dr. oecon Odd Gisholt
- 15 -BI Drammen 2010
Moderne markedsföring
Marketing
“Marketing is market-oriented leadership. That means that marketing contains, analyzes of all market needs, definition of the market, decision
about the core business activities, product development, price and conditions, sales and
advertising and distribution”Odd Gisholt
Dr. oecon Odd Gisholt
- 16 -BI Drammen 2010
Moderne markedsföring P. Kotler with O. Gisholt
www
Dr. oecon Odd Gisholt
- 17 -BI Drammen 2010
Moderne markedsföring Source: P. Kotler
Product value
Service value
Personnel value
Image value
Monetary price
Time cost
Energy cost
Psychic cost
Total customer value
Total customer cost
Customer delivered value
Determinants of Customer Added Value
!
Dr. oecon Odd Gisholt
- 18 -BI Drammen 2010
Moderne markedsföring
Strategic marketing(Long term / corporate level)
Image / positioning
Market share /Customer loyalty
Customer needs
Markets / segmentsProduct categories Data warehousing / data mining
Source: H. Weinhold / O. Gisholt
Dr. oecon Odd Gisholt
- 19 -BI Drammen 2010
Moderne markedsföring
QUANTITY
TIME
MARKET-PENETRATION
PRODUCT-DEVELOPMENT
MARKET-DEVELOPMENT
DIVERSIFICATION
Source: I. Ansoff / O. Gisholt
Dr. oecon Odd Gisholt
- 20 -BI Drammen 2010
Moderne markedsföring
Tactical marketing (short-term)Product development
(branding) (b)
Price(conditions) (c)
Promotion (p)(sales and advertising)
Place(distribution) (d)
Marketing-Mix
Source: P. Kotler / O. Gisholt
Dr. oecon Odd Gisholt
- 21 -BI Drammen 2010
Moderne markedsföring
Dr. oecon Odd Gisholt
- 22 -BI Drammen 2010
Moderne markedsföring Source: Gartner Group
Forventningsnivå for IKT-produkter
Tekniske gjennombrudd Topp overdrevne forventn inger Illusjonen sprekker Nivå for lønnsomhet
Hype-Curve of e-commerce
Dr. oecon Odd Gisholt
- 23 -BI Drammen 2010
Moderne markedsföring
Hot 2010: Wi – Fi
Wireless Fidelity
RFIDRadio Frequency Identification
Biometrics Wimax SkypeWorld Interoperability for Microwave Access
In an e-world
iPad!
Dr. oecon Odd Gisholt
- 24 -BI Drammen 2010
Moderne markedsföring
Dr. oecon Odd Gisholt
- 25 -BI Drammen 2010
Moderne markedsföring The e-home of the future
Service needed
Dr. oecon Odd Gisholt
- 26 -BI Drammen 2010
Moderne markedsföring Metro is doing a great job on RFID
Dr. oecon Odd Gisholt
- 27 -BI Drammen 2010
Moderne markedsföring What about personal discretion ?
Dr. oecon Odd Gisholt
- 28 -BI Drammen 2010
Moderne markedsföring
Telecommunication
Data processing Home entertainment products
Internet
MM
MM – Multimedia
TV, Photo, Music
e-readers
3D!
Dr. oecon Odd Gisholt
- 29 -BI Drammen 2010
Moderne markedsföring New markets
Dr. oecon Odd Gisholt
- 30 -BI Drammen 2010
Moderne markedsföring
www.zeit.de
Dr. oecon Odd Gisholt
- 31 -BI Drammen 2010
Moderne markedsföring
e-commerce BtB business to business BtC business to consumer
BtP business to public e-tailer net-izen/”citizen”
auctions /ebay etc.
search engines
e-agent
e-words
portal wap
e-business e-outs
m/s-commerce etc.
e-hub
Source: Gisholt
Dr. oecon Odd Gisholt
- 32 -BI Drammen 2010
Moderne markedsföring
Virtual Reality (VR)
"Künstliche Wirklichkeit"
Dr. oecon Odd Gisholt
- 33 -BI Drammen 2010
Moderne markedsföring You can do a lot in VR
Dr. oecon Odd Gisholt
- 34 -BI Drammen 2010
Moderne markedsföring
Dagens- og fremtidens konferanse-system!
Dr. oecon Odd Gisholt
- 35 -BI Drammen 2010
Moderne markedsföring Dr. Robbie
Google ?
Dr. oecon Odd Gisholt
- 36 -BI Drammen 2010
Moderne markedsföring
CM: Customer Market
OE: Own Enterprice
SM: Supplier Market
CRM: Customer Relationship Management
SCM Supply Chain Management
EAN: European Article Numbering
EDI: Electronic Data Interchange
ECR: Efficient Consumer Response
DW: Data Warehousing
DM: Data Mining
Digital Market Management (DMM)
OESM CM
SCM CRM
EAN/EDI
ECR
DW DM
Transaction costs
Source: O. Gisholt
Value ++
Dr. oecon Odd Gisholt
- 37 -BI Drammen 2010
Moderne markedsföring
E-hubs (e-h) and E-Agents (e-a)
Manufacturer
Distributor
Wholesaler
Reseller
Customer
Supplier e-a
e-a
e-a
e-h
Source: O. Gisholt
Dr. oecon Odd Gisholt
- 38 -BI Drammen 2010
Moderne markedsföring Search help
e-agent
Dr. oecon Odd Gisholt
- 39 -BI Drammen 2010
Moderne markedsföring Flirt with the consumer
Internet-en fantastiskinformasjons-
kanal,-men til tider
en umulig salgs-kanal !
Dr. oecon Odd Gisholt
- 40 -BI Drammen 2010
Moderne markedsföring Branding on the web
+MentosSnickers
Etc.
Dr. oecon Odd Gisholt
- 41 -BI Drammen 2010
Moderne markedsföring My favourite
cnet.com
Dr. oecon Odd Gisholt
- 42 -BI Drammen 2010
Moderne markedsföring
42
Kilde: SSB.no
Dr. oecon Odd Gisholt
- 43 -BI Drammen 2010
Moderne markedsföring
e-handelsbedrifter jeg har merket meg i det norske markedet
- mpx.no – data, foto/video,spill/leker, etc.
- NetShop.no – underholdningselektronikk
- lefdal.com – digital bestilling - hent selv
- idedata.no – data, alt i mobilt
- retthjem.no - dagligvarer
- haugenbok.no - böker
handelsbanken.nonorwegian.noKomplett.no
retthjem.no
Dr. oecon Odd Gisholt
- 44 -BI Drammen 2010
Moderne markedsföring
e-stoneage
But we must keep on going !
Tilbakemeldingen.no
Dr. oecon Odd Gisholt
- 45 -BI Drammen 2010
Moderne markedsföring Best on e-commerce
ecommercetimes
Dr. oecon Odd Gisholt
- 46 -BI Drammen 2010
Moderne markedsföring
Dr. oecon Odd Gisholt
- 47 -BI Drammen 2010
Moderne markedsföring
Dr. oecon Odd Gisholt
- 48 -BI Drammen 2010
Moderne markedsföring
48
Medieutviklingen 1960 - 2008
Kilde: Daglig oppslutning om avis, radio, fjernsyn, tekst-TV og Internett 1961-2008. http://www.tns-gallup.no/medier Data fra Forbruker & Media fra 1994. Flerkanalsamfunnet (Lundby & Futsæter, 1993) Fragmentering av medielandskapet og oppsplitting av publikum (Futsæter 1998).
0
10
20
30
40
50
60
70
80
90
100
61 65 69 71 73 77 80 83 85 87 89 91 93 95 97 98 99 2000 2001 2002 2003 2004 2005 2006 2007 2008
Pros
ent
Avis 80%
TV 82%
Radio 66%
Internett 70%
Mobil 5%
Dr. oecon Odd Gisholt
- 49 -BI Drammen 2010
Moderne markedsföring
„The Social Media Starfish“ by Dave Evans
Dr. oecon Odd Gisholt
- 50 -BI Drammen 2010
Moderne markedsföring
„Touchpoint Map“ by Dave Evans
„Social Media isn‘tabout the contentitself: it is aboutthe way in which
consumers of content are
connected and about the
conversations that result“
Dr. oecon Odd Gisholt
- 51 -BI Drammen 2010
Moderne markedsföring
Dr. oecon Odd Gisholt
- 52 -BI Drammen 2010
Moderne markedsföring
twitter.com
Dr. oecon Odd Gisholt
- 53 -BI Drammen 2010
Moderne markedsföring Source: Odd Gisholt
Forventningsnivå for IKT-produkter
Tekniske gjennombrudd Topp overdrevne forventn inger Illusjonen sprekker Nivå for lønnsomhet
Hype-Curve of Social Media
2000 2010 201x 20xx
Dr. oecon Odd Gisholt
- 54 -BI Drammen 2010
Moderne markedsföring Sosiale medier
Daglig bruk av utvalgte medier
- NRK 1 TV 62%- TV 2 58%- NRK P1 Radio 37%- VG Nett 36%- Facebook 34%
-TNS Gallup-Befolkning over 12/facebook 15
2.2 mill.
400 mill.ww!
Dr. oecon Odd Gisholt
- 55 -BI Drammen 2010
Moderne markedsföring
Dr. oecon Odd Gisholt
- 56 -BI Drammen 2010
Moderne markedsföring Sosiale medier
Reklameomsetning i 2009 – rangert etter omsetning i mill. NOK
- Dagspresse 5952 (-19,3%)- TV 2798 (-11,5%)- DM 2293 (-10,8%- Internett 1718 (-8,1%)- Fagpresse 538 (-9,2%)
Norsk Mediestatistikk IRM/DN/Nio
Total:15616 (-14,9%)
Internettventer
+ 5,8% for 2010
Dr. oecon Odd Gisholt
- 57 -BI Drammen 2010
Moderne markedsföring
chess.no
Dr. oecon Odd Gisholt
- 58 -BI Drammen 2010
Moderne markedsföring
„If you want to have success...
... you have to be famous for something
Burj Dubai,World’s highestbuilding
!
Dr. oecon Odd Gisholt
- 59 -BI Drammen 2010
Moderne markedsföring
Takk for meg!