Copyright Licensing Agency, 90 Tottenham Court Road, London, WlP 9HE, UK: without the written permission of the publisher. By developing the professionalism of marketing and championing customer focus at all levels of the business, the end game is much more likely to be achieved, namely more predictable success, greater understanding of brands and the market, and added value created by the marketing team is driven. .
INTRODUCTION
Accountants resented the perceived irresponsibility and waste of resources (i.e. money) in the marketing department. In the past, [Skoda's] advertising has not been consistent and it is our fault.
THE TWENTIETH-CENTURY
PERSPECTIVE OF MARKETING SKILLS
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CHAPTER 1
THE TWENTIETH-CENTURY PERSPECTIVE OF MARKETING
In the old days, marketing concentrated on the consumer; today his attention is on the trade. In the years ahead, it is inevitable that the world's "elders" will receive unprecedented attention from marketers and the media, and will have an enormous impact on the rest of the population.
THE CUSTOMER RE LATIONSH I P
THE CUSTOMER RELATIONSHIP MARKETER
The real issue is deciding whose loyalty is worth it: it is necessary to match the current profitability of the customer with the potential profitability of the flLiture and the intention to repurchase. One of the lasting long-term benefits of building a customer relationship is building brand loyalty.
Implementing a successful C R M program is a long-term investment, involving new IT systems, changing business processes and retraining staff First Direct's Peter Siinpson said: “This whole C R M thing is becoming a bit of a fad and not a well thought out one. -out strategy. There is often a conflict between the short-term goal of balancing budgets and long-term business objectives. Meta Group's Mark Huey said, "The bottom line is to do whatever you need to do to turn the Web into a channel."
The study suggests that top-heavy allocation to non-core customers is at the root of the problem. Example: The American Automobile Association recently provided a "cool" .. example of the impact that unsynchronized information has on the treatment of profitable customers. And then there is the customer service operator for one of the leading brands of soap powder who answered a call from a person asking how to wash blood from a shirt.
The Customer Contact Center: The evolution of the call center to build relationships with its customers using the telephone, the Internet, fax, e-mail, interactive TV and video conferencing in a consistent manner. Some of the UK's youngest and most dynamic companies, known for their strong internet presence, still do most of their business via the telephone, not the web. And failure to communicate is always the fault of the sender - the person trying to carry out that communication.
NEED 10 REMEMBER
All messages must be consistent with the brand image to build brand loyalty and trust. Must be aware of the capabilities of IT and e-CRM's best data packages (CRM) and keep up with technology. GIVE MARKETERS A CUSTOMER RELATIONSHIP MANAGEMENT MATRIX ROLE AND ENSURE THEY COMMUNICATE WITH STAKEHOLDERS AND ADVOCATE PROFITABLE CUSTOMERS AT ALL TIMES.
Dr Robert Shaw - Definitions of CRM, and customer relationship measurement and evaluation - wwwshaw-wethey.com/html/ crm definitions.
THE MEDIA MARKETER
THE MEDIA MARKETER
Top 20 Issues in Media
Below are some of the questions a media marketer may face from their stakeholders and other brand managers (source: Billetts Agency). The end of the traditional family - two thirds of the population have no children living at home. The rise of the digital viewer - the digital viewer is younger, more sophisticated, with family and children.
The challenge for media inarchets is to measure both the effectiveness of the creative element and the effectiveness of the media campaign prepared by agencies. According to experts, there is likely to be a reduction in overall advertising viewing in the UK of at least 10% by the end of the next BARB contract, and possibly by more than 30% in 2008. CIA Billetts summarizes the death of the single media and the rise of mixed media campaign as follows.
Sooner or later, the introduction of the P V R will make it possible for viewers to watch broadcasts without commercials. Broadband is the prize: the power, authority and entertainment of television combined with the interactive and non-linear functionality of the Internet. However, this is unlikely to be the preserve of the traditional advertising agency.
5UMMARY
CAM Courses (run by CIM) - Find out more at www.cim.co.uk or call. Institute of Practitioners in Advertising (IPA) - Find out more at www,ipa.co.uk Institute of Public Relations (IPR) - Find out more at www.ipr.co.uk. Mobile Wireless forum - www.mwif.org The WAP Group in Great Britain - www.thewapgroup.com Wap forum - www.wapforum.org.
LEADING COMPANIE5
THE SUPPLY CHAIN MARKETER
THE SUPPLY CHAIN MARKETER
The role includes internal marketing and importing knowledge to key stakeholders in the operational and logistics chain. In the case of Ford motor companies, their focus is on developing the brand, New Product Development (NPD), and getting closer to the customer while taking costs out of the chain. The most important factor for most businesses is activity). The need for standard definitions and control over product categories led to the need for a category-oriented marketer in the retail environment, hence the category marketer.
This has helped Wal-Mart in the US, and grocers such as Tesco and Sainsbury in Britain. It is clear that the marketing has to be perfect to ensure that the right stock is in the right place at the right time and that backup stock is available. The intranet converts behavior into action, while the entire chain responds to live purchasing data, maximizing the efficiency of the planning cycle in the process.
SCM is becoming very important in efforts to remove costs and add value to the supply chain. The marketer's role in SCM is crucial to ensure that all actors in the chain are aware of activity that will ensure demand. Technology is the window, but human relationships are the key to success. The lntranet can typically remove 10%-15% of channel costs by reducing human input and eliminating duplication in the process.
THE KNOWLEDGE MARKETER
THE KNOWLEDGE MARKETER
No one wants to keep taking the same claims they have in the past, and most marketers want to be progressive and dynamic. It is defined by David Snowden (Institute of Knowledge Management) as "Identification, optimization and active management of intellectual assets". Similarly, Dow Chemical has generated $125 million in revenue from intellectual property, and Ernst & Young in the US attributes a quarter of the annual peiforiiiance review to the contribution of its employees to the knowledge process.
About 33% of respondents claimed that they are developing a KM system to improve their knowledge base and competencies. In some cases, the culture of the company stands in the way; the system only works if it is seen as important to the C E O and the board, and if it is recognized in the reward structure of the company. And it's not just marketers who are lazy—a survey of IT directors in the mid-1990s asked what they would do to prepare for the Y2K problem.
A recent survey by KPMG found that only two out of 100 major companies in the UK thought knowledge management was a fad. They must then derive 25% of the company's turnover from products that have been introduced in the past four years. It is obviously in the company's interest to promote the sharing of knowledge, intelligence and ideas, to blow away these vested interests.
THE PARTNERSHIP MARKETER
THE PARTNERSHIP MARKETER
The problem is that the activities have to be coordinated in such a way that the entire marketing team helps the rest of the organization. However, Tin1 Ambler of London Business School believes that: “If I were the Chief Executive. The point is that the relationship needs iiiuiiugiizg, which is a core activity of the partnership manager.
In other words, forget about your slice of the cake and focus on the bigger overall cake. Risk means that you develop as part of the interdependence of the partnership so that both parties have to give. Microsoft used its alliance with IBM for the MS-DOS operating system in the early 1980s to catapult itself into the position of the dominant PC software firm.
The greater the organizational compatibility between firms in a co-marketing alliance, the greater the effectiveness of the relationship. The longer and more stable the previous history of business relations between the partners in a co-marketing alliance, the greater the effectiveness of the relationship. The greater the age of a co-marketing alliance, the greater the effectiveness of the relationship.
COKE COMPETENCIE5
To select partners, it is necessary to look for synergies in customers, technology, product or channel. It is important that a contract exists and defines formality, exit barriers, exclusivity and financial incentives. The relationship must be built on the 8 "its, individual excellence, relevance, interdependence, investment, information, integration, institutionalization and integrity.
THE METRES MARKETER
CHAPTER 7
THE METRICS MARKETER
For decades, the brand seemed to have one of the best reputations in British business, but now its reputation and share price are in decline. But it's hard to tell where one ends and the other begins, hence the recent surge in efforts to measure corporate reputation. Reputation goes beyond brand value as it exists not only in the minds of customers.
If business reputations exist only in the minds of all stakeholders and the general public, how can they be measured. This method has been used in several studies in the US to measure the reputation of major companies in general and in specific industries. The resulting technique will be called "ELNO RQ" and its purpose is to solicit the perceptions of the general public in each country.
Current techniques have overtaken traditional metrics, such as the number of column inches in media. Over the past decade there has been a growing storm of criticism of marketing, and widespread disillusionment with the marketing concept. The term "marketing" is widely used in a pejorative sense in the media, and marketing types are frequently portrayed as fake, immoral scumbags.
