Download Mr. Alveranga - Current Trends and Issues Conference

Marketing & Entrepreneurship
Trends and Issues in 2013 and Beyond
Biggest Challenge?
•
Achieving revenue
growth in a world of
waning brand loyalty,
overcapacity, product
parity and often
contracting demand.
Drucker on Marketing*
•
"Because the purpose of
business is to create a
customer, the business
enterprise has two, and only
two basic functions:
marketing and innovation.
Marketing and innovation
produce results; all the rest
are costs. Marketing is the
distinguishing, unique
function of the business."
An Emerging Global Trend
•
Most progressive
corporations are
recognising the importance
of strategic marketing to
achieving revenue targets
•
Marketers now in most
Boardrooms
•
The rise of the Chief
Marketing Officer
Impact of CMO on
businesses
•
Focus on strategic
marketing thinking
•
Ending the war between
marketing and sales
•
Greater effectiveness of
the integrated marketing
communications mix
Big Question?
•
Why is marketing now
considered so important
to business success?
•
Answer?
•
The impact of effective
marketing on the firm’s
revenues
It’s axiomatic...
•
The sole purpose of
marketing is to sell more
of your products to more
people, more often for
more money!
•
There must be robust
gross revenues if you
want robust net profits
Creating Powerful Brands
Strategic marketing thinking
•
Segmenting markets
•
Targeting or creating
attractive market
segments
•
Positioning your brand or
product to resonate with
your target market
Ending the war...
•
Marketing. Sales. Two
silos.
•
•
It's vital that team
members step out of
their silos and start
working together.
Developing synergies
between marketing and
sales
Marketing communications
•
From brand
awareness to brand
preference
MARKETING COMMUNICATION
Advertising
Personal
Selling
Marketing
Communication
Mix
Public
Relations
Sales
Promotion
Direct
Marketing
© 2013 Pearson Education, Inc. publishing as Prentice Hall
Slide 6-
Summary
•
A major global trend is the emergence of marketing as
pivotal to financial success
•
Why?
•
•
Because powerful brands are generally the most
profitable, and it is marketing, not finance or operations
that create powerful brands
More and more business students are choosing
marketing as their major