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Marketing in 21st century (Marketing Evolution era 1 - 3 are not our…
Marketing in 21st century
What is marketing?
Customer's needs
Maslow's Hierarchy of Needs
Social needs
Ex. Sense of belonging, love
Safety needs
Ex. Security, protection
Esteem needs
Ex. Self-esteem, recognition, status
Physiological needs
Ex. Hunger, thirst
Self-actualization needs
Ex. Self-development and realization
Dalai Lama --> born to create peace
Marketing: satisfying customer's needs
Types
(Applied to)
Place Marketing
Ex Terminal 21
Person Marketing
Ex. Barak Obama,
Thai actress using Instagram
Product Marketing
Market: a set of actual or potential buyers
Marketing Evolution
era 1 - 3 are not our Marketing
Production concept (oldest)
Aim: lowest production cost
Ex.Old cars 200 years ago, Model T by Henry Ford, produced a car (which was very $ thus a car in any color as long as it's black)
Selling concept
Assumption: customers have endless needs
Starting Point: Factory
Focus: Existing Products
Means: Selling and Promoting (salesmen)
Ends: Profits through sales volume
Profits: Large sales volume
Product concept
Aim: best product satisfying customers
(not new in 21st century)
Ex. BMW cars
Marketing concept
(current era)
Aim: Satisfying customer' needs
Focus:
Customer Needs --> Marketing Mix(4Ps)
All Ps must used together, i.e. "mix"
product
price
3.place
(distribution)
access to our products
promotion
not only sale
events
communications
Starting Point: Market
Focus: Customer Needs
Means: Integrated Marketing (4Ps)
Ends: Profits through customer satisfaction
Motivation: Consumers(want satisfaction) vs.
Company (profits)
Societal Marketing concept
(latest, 10 years ago)
Motivation: include human welfare
Ex. Corporate Social Responsibility (CSR)
Holistic Marketing
การตลาดองค์รวม
Relationship Marketing
Focus: 1. Channel ช่องทางการขาย
Customers
Partners/ Suppliers
Means: Customer Relation Management (CRM)
Relationship == Exchange (often)
Ex.1 บัตรสะสมแต้ม (buy 10 get 1 free)
member card
Ex.2 create a community for customers
Ex 3. Use a blog to recommend new products
Ex. 4 Use e-newsletter to broadcast new products
Ex 1. make a on-time payment to suppliers
Ex 2. reward (trip) to channels that have high sales
Ex 3. provide customer information, such as size, color of best sellters
Internal Marketing
Focus: Senior Management
Marketing Department
Other Departments
Ex 1. Google facilities/food for their employers
Aim: hire, train and motivate able employers
to serve customers well
Ex 2. Library for employees
Ex. 3 new employee sits on "the throne"
Integrated Marking
การตลาดเชิงบูรณาการ (4Ps)
Focus: Products & Services
Communications
Channels
Ex 3. return policy in 30 days
Ex.1 24-hour customer service call
Ex.2
Socially Responsible Marketing
Focus: Ethics
Environment
Legal
Community
Types of Activities
Corporate Philanthropy
Ex. ทำบุญบริจาค ทำกิจกรรมเพื่อสังคม
Corporate Community Involvement
Ex. ปลูกป่ากับชาวบ้าน
Cause Marketing
(solve problems in society)
Ex. pink ribbon campaign
Social Entrepreneurship
Aim: pursue innovative solutions to social problems
Marketing Trends
Ex.1 Beyond Functional Values
Ex. Evian mineral water
-> live young
--> emotional value
Ex.2 Beyond Simple Sales Data
(normal data)
Ex. Big Data Analytics in a retail store (e.g. Target)
Ex. Data mining
Ex. 3 Beyond One Way Communication
Ex. increase interaction between customers and brand (AR)
(e.g. Pocket and Daemon Movie)
Case Study
Zappos.com
