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Export Marketing, general Veikko Laine What is Marketing ? Export Marketing, general Veikko Laine Question: …what is… Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (P. Kotler, 2001) Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Association, 2004) …do you / can you remember this ? … Export Marketing, general Veikko Laine Question: …what is… Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (P. Kotler, 2001) Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Association, 2004) NOTE !: questions), is your most powerful Questioning (= posing of –rightmarketing tool. => …a question controls the answer… …”you get what you ask”… Export Marketing, general Veikko Laine Key to success Marketing can be a very expensive activity. Why is marketing needed ? (…different question… = diff. answer) Marketing produces EXCHANGE Export Marketing, general Veikko Laine Key to success What is the most important, the most expensive task in Marketing ? Export Marketing, general Veikko Laine Key to success The most important AND most expensive task of any Marketing is : information distribution - to distribute information to the customers so that it supports their activities - to search and receive information from the customers so that it supports the activities of the company Marketing Export general Company CustomerMarketing, Product Decisionmaking What Veikko Laine What kind Comparison of the ”Material” with which You work : Why Engineering Marketing Where Concrete Specifiable Measurable Simple Predictable Controllable Abstract Difficult to specify Hard to evaluate Complex Difficult to predict Problems in control ”Not living” No free will ”…do the things right…” - Living How - Free will – How ”…do the right things…” much/man When Who to Whom y etc. etc etc. etc Export Marketing, general Veikko Laine Theory There is no precise theory of marketing !! => There is no single, - the very one and only correct way of marketing => All endeavours are correct… …as long as they bring results However, some ways are more efficient (in terms of money & time !) than others… Export Marketing, general Veikko Laine Theory (“Theory” => knowledge of ...what, how to... etc.) Why study theories? What´s the use? =>Theory (= “knowing”), w/o acting is, at - it´s best, the profession of a Teacher... => Acting, w/o a Theory, leads at - it´s worse, to Chaos!! => Nothing is so “strong” (= directing of actions) as a proven theory. Export Marketing, general Veikko Laine Theory Export Marketing, general Veikko Laine Here Comes Marketing Theories Export Marketing, general Veikko Laine Marketing Strategy The Mother of Strategy is …limited resources The resources must be focused on profitable targets (profitable = high ”output / input” ratio) … => prioritize. Reasons : If you attack 360 degrees, - you advance nowhere ! If you serve everyone, - you serve no one ! (…there are > 6 billion people… !) Strategy is, at its best, as good as the information on which it is based ! Export Marketing, general Veikko Laine Segmentation ? Export Marketing, general Veikko Laine Segmentation …compare… ”…you go to the forest, for hunting … and …you go to the sea for fishing…” not oppositely, …or obscurely… As a hunter / fisher, you know where the catch is, what it eats, what it likes, dislikes, how it moves, when it is on the move, etc. ”The Catch = Customer” ”The Living Surrounding = The Market” => …hence, you know what you should do in order to… (this analogy, comparison is naturally clumsy and faulty in the respect that your aim is not to kill the customer, but to gain a Win-Win situation => …symbiosis…) Export Marketing, general Veikko Laine Segmentation All customers are different, BUT many potential customers do have similarities in their characteristics Find these similarities : closeness (cultural), area, company & product similarity, buying procedure, earlier experience, highest possibility of success, development level, etc. etc. In the long run you have customer segments A, B and C : Customer % of No. / % of sales => action plan A 20 % / 80 % xx B 30 % / 15 % yy C 50 % / 5% zz Export Marketing, general Veikko Laine Decision Making To make decisions, …is to take risks… The results of today´s decisions come up in future Decisions, at their best, are as good as the information on which they are based The decisions go through the consecutive phases : cognitive (rational, facts, numbers) affective (emotional, feelings, …images…) operative …(actions)… …affective…=> Fear, Uncertainty, Doubt = FUD… Export Marketing, general Veikko Laine Ladders of Development Unconscious competence ”true specialist” Conscious competence ”expert” Conscious incompetence ”novice” Unconscious incompetence ”layperson”