Post on 01-Jul-2015
description
What the hell is Marketing?
Do you know your customers?
Marketing idyll?
What is marketing
today?
Few from 500 definitions:
1. Marketing is the ability to sell smoothly
2. Marketing is satisfying
clients needs!
3. Marketing is the market
survival strategy and
tactics. Mistake can be costly!
4. Marketing - tomorrow’s sales?
Marketing is marketing!
I am sick and ill!
Dr. E. Goldratt about marketing:
Marketing Essence: Influence the market that it would want to
buy your service/product, i.e. CREATE Mafia offer- so good
that the customer could not refuse.
Sales Essence -
to close the deal!
What is the Marketing product - the idea or solution?
10 terms Marketing specialist should be aware and be able to explain
(up to I.Mann)1. What is marketing 2. 5P 3. Product life cycle 4. Segmentation 5. Positioning 6. Differentiation 7. AIDA 8. SWOT 9. Mafia Offer (Unique trade proposal) 10. ROI
5P
1. Product 2. Pricing 3. Promotion 4. Positioning 5. Publicity 6. Packaging 7. Pass-along 8. Permission
New P
Why? What Changed?
!
Before Advertising age, there
was word of mouth!
During Advertising age if you advertised directly to the consumer, sales would go up.
A partnership with the right ad agency and the right banker meant you could drive a
company to be almost as big as you could imagine
TV – Industrial Complex
was symbiotic relationship
between cosumer, demand,
TV ads and growing
companies, which were build around investment into constantly rising
costs for marketing.
After the AD age, you’re almost back where was started!
Surplus Society customers are not inclined to buy more stuff. They have what they need, they want little, and we are to busy to pay attention to the
ads
Segmentation?
Only two segments!
B2B - business train
B2C just train. . .
B2C
• Ideas and emotions marketing • What is the most important to the
consumer?
Boundary manifolds
The road to the future leads to further away
from the strategy,market feasibility studies, near many workers and all
personnel eyes that are following closely the
market and its opportunities.
B2C Market Segmentation
• Geographically? • By age groups? • By the size of purchase? • By the marital status? • According to education? • In terms of revenue? • By the products purchased?
The blurred society
Shopping and fucking – are only things left; that's what shapes the dream of our times.
Who are the leaders of these shopping and fucking champions? In many cases, they are still midle-aged men who probably haven’t had steaming sex since
the late seventies and who leave the shopping to the rest of their family.
Lets segment in other way
Our old society was geographically structured and so were the tribes. We had Vilnius, London, Moscow tribes.
Later forces of funk reshaped the world. The new tribes are global. Those people are revelant to you, no matter where
they are.
What unites lesbian clubs? There is a lot of women, a wide
range of occupations, a different age, income range,
but the only common feature is their sexual
orientation. We insist that
one thing would remain constant, we tolerate all the other dimensions
of transition.
Tribe segmentation
Now we have attitude-based tribes
...and competence-based tribes
OR both
Tribes
consists of people
relevant to you, no
matter where they are.
!!
These tribes have their own
languages, dressing
codes, signs, symbols,
rituals, and totems.
Tos gentys turi savo kalbas,
rengimosi taisykles, !enklus,
simbolius, totemus ir ritualus.
44
!!
Today the tribe are determined by biography,
by choice rather than proximity.
Po!i"ri# giminingumas,
biografinis artumas – $tai kas formuoja
nauj%sias vartotoj# gentis.
45
Harley - Davidson's company allows 43-year old accountant, dressed in black leather clothing drive
to small towns and scare people!
If you want to sell to the tribe, you need to meet the needs and lifestyle requirements of the tribe!
!!!“Unmunta
ngumuntu nagabuntu” – UBUNTU.
Translation from the Zulu language - a person is a person through other people.
Funky business
What if your bosses do not understand it and will insist to sell old-fashioned way?
• Even if we solidify down the colours, even if we are right only 10%, we still need to find new ways to organise our business, how to attract demanding customers and how to deal with colleagues that are equal to us or higher then us and our subordinates. We must find new ways to show them, motivate them, inspire and lead them to a new path.
Whatever you choose, someone always will try to tell you that you are wrong. There always arise difficulty and then you want to assume that the ones to criticise were right. You need to have courage to finish what you started and stay on course.
Stars attracts stars, losers attract losers!
We are all players in one big, who is going to attract who, game.
tIf you are not differ – you will disappear
Be dreadfully beautiful!
We adjust to all tribes! We are with you!
Conclusion1. Marketing principle - to influence that market would
want to buy your service/product, i.e. create a Mafia offer- so good that it could not be refused.
2. Be Purple
3. Segment market only in two segments - B2B and B2C
4. Business customer segments are defined by the problem commonality. Up to problem make segmentation.
5. Today consumer (B2C) segment is defined by opinion relationship, biographical proximity - This formate new consumer tribes. Segmate in tribes. IF you want to sell to the genus, you should satisfy their needs and lifestyle requirements.
6. Look for new ways. Good luck!
Author of “God, Quantum physics, Organizational structure and Management style” http://www.amazon.co.uk/Quantum-Physics-Organizational-Structure-Management/dp/9955689234/ref=sr_1_1?
ie=UTF8&s=books&qid=1266446827&sr=1-1
You can order a book, workshop, analysis or lecture, or just a dream
at: !
darius@versloknyguklubas.lt !
! Darius Radkevičius