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Adapting Marketing to the New Economy Major Drivers of the New Economy – Digitalization and Connectivity – Disintermediation and Reintermediation – Customization and Customerization – Industry Convergence Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-1 Table 2-1: Old Economy vs. New Economy Old Economy New Economy Organize by product units Focus on profitable transactions Look primarily at financial scorecard Focus on shareholders Marketing does the marketing Build brands through advertising Focus on customer acquisition Organize by customer segments Focus on customer lifetime value Look also at marketing scorecard Focus on stakeholders Everyone does the marketing Build brands through behavior Focus on customer retention and growth Measure customer satisfaction and retention rate Underpromise, overdeliver No customer satisfaction measurement Overpromise, underdeliver Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-2 Figure 2-1: The SupplierCustomer Relationship: Traditional and New Economy Structures Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-3 Adapting Marketing to the New Economy How Marketing Practices are Changing: Customer Relationship Marketing – Reduce rate of customer defection – Increase longevity of customer relationship – Enhance growth potential through cross-selling and up-selling – Make low profit customers more profitable or terminate them – Focus disproportionate effort on high Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-4 value customers Mass Marketing vs. One-to-One Marketing Mass Marketing One-to-One Marketing Average customer Customer anonymity Standard product Mass production Mass distribution Mass advertising Mass promotion One-way message Economies of scale Share of market All customers Customer attraction Individual customer Customer profile Customized market offering Customized production Individualized distribution Individualized message Individualized incentives Two-way messages Economies of scope Share of customer Profitable customers Customer retention Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-5 Adapting Marketing to the New Economy Four steps for One-to-One Marketing Don’t go after everyone, identify prospects. Define customers by their needs and their value to the company. Individual interaction with customers builds stronger relationships. Customize messages, services, and products for each customer. Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-6 PERSONAL SELLING IN INFORMATION AGE Evolution from industrial to information economy INDUSTRIAL--1950s INFORMATION--PRESENT Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-7 SHIFT TO INFORMATION ECONOMY INDUSTRIAL Advances in transport and manufacturing Strategic resources are capital and natural resources Products and factories define the business Sales success means meeting quotas INFORMATION Advances in information technology Strategic resource is information Business defined by customer relations Sales success depends on adding value Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-8 EVOLUTION OF PERSONAL SELLING MARKETING ERA 1950s CONSULTATIVE SELLING ERA 1960s-1970s STRATEGIC SELLING ERA 1980s PARTNERING ERA 1990s-Present Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-9 MARKETING AND CONSULTATIVE ERAS MARKETING – Sales team as source of strategic information on…product--market-service CONSULTATIVE – Emphasis on need identification – Transactional selling – Information sharing & negotiation replace manipulation Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-10 STRATEGIC AND PARTNERING ERAS STRATEGIC – Emphasis on strategic market plan – Tactics to achieve strategic plan – Product positioning vital PARTNERING – Customer, not product, as driving force – Emphasis on strategies that create customer value Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-11 PERSONAL SELLING: DEFINITION PERSON-TO-PERSON COMMUNICATION WITH PROSPECT – – – – – DEVELOPING RELATIONSHIPS DISCOVERING NEEDS MATCHING PRODUCTS WITH NEEDS COMMUNICATION OF BENEFITS A PROCESS THAT ADDS VALUE Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-12 SELLING MODEL Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-13 INTERRELATIONSHIP OF BASIC STRATEGIES Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-14 EFFECTIVE RELATIONSHIP STRATEGY FOUR KEY GROUPS Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-15 E-COMMERCE AND COMPLEX SALE Complex sales involve several forms of information technology support Tools include: – – – – electronic product catalogs contact management systems Internet applications presentation packages like this one Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-16 VALUE CREATION Value = creative improvements enhancing customer experience Consumer economy rewards sales people who add value at each step When customer not aware of value added by salespeople – focus may shift to price Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-17 RELATIONSHIPS ADD VALUE Customers perceive value added when they feel comfortable with salesperson Certain salesperson traits help create perception of value – Accountability – Honesty – Sincere concern for customer welfare Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-18 WIN-WIN PHILOSOPHY CUSTOMER SATISFACTION PRIMARY FIRST STEP IN DEVELOPMENT OF RELATIONSHIP STRATEGY BOTH PARTIES EXIT SALE FEELING SATISFIED Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-19 WIN-WIN vs. WIN-LOSE ----- -- WIN-WIN TYPES Help others solve their problems Fix what caused the problem Make life joyous for all concerned Learn from past, live in present, set future goals Honor commitments WIN-LOSE TYPES -- See a problem in every solution -- Fix the blame -- Let life happen, are not proactive -- Live in the past -- Make promises they never keep Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-20 CHARACTER AND INTEGRITY Character includes high personal standards, integrity, honesty, and moral fiber Integrity involves achieving congruence between what you know, say, and do Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-21 CUSTOMER RELATIONSHIP MANAGEMENT CRM - SOFTWARE CRM enhances relationship quality Promotes rapid and effective client communication Written records help avoid miscommunication Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-22 EVOLUTION OF PARTNERING Buzzword of 1990s, business reality in 2000s “Strategically developed long-term relationship that solves customer’s problems” Relationship selling relies on customized approach to each client Enhanced with high ethical standards and sales automation Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-23 PARTNERING—HIGHEST FORM Strategically developed high quality, long-term relationship focusing on solving customer problems Must be viewed as process, not an event Vijay Bhandari - Senior Faculty-Consultancy - NMIMS [email protected] 1-24