Some Antecedents of Marketing
1. First Department Store?
Mitsui Family In 1650.
2. First Newspaper ad?
For coffee in England in 1652.
3. First advertising agency
1869 N. W. Ayers and sons
4. First brand name product
1870 Pear’s Soap
5. First packaging
1880 Laundry soap in england
6. First Marketing Research Department
1911 Curtls Publishing Co.
When Did marketing Start?
“Markets” and “trade” have a long history. But “Marketing” did not exist as a term until the early
1900s.
In the period 1900-1910, the first marketing textbooks were published. Some institutional
economists started to teach “distribution,” later added “advertising” and then “promotion and
pricing.”
Job Position in Today’s Marketing Organisation.
1. Chief Marketing Officer (CMO)
2. Brand Managers
3. Category Managers
4. Market Segment Managers
5. Distribution Channel Managers
6. Pricing Managers
7. Marketing Communication Managers
8. Database Managers
9. Direct Marketers
10. Internet and Social Media Managers
The Role Of Marketing in a company is influenced by the CEO’s view of Marketing.
1P CEO (Promotion)
4P CEO (Product, Price, Place, Promotion)
STP CEO (What segment should we go after?, What position should we take each segment?)
ME CEO (Marketing Is everything, No customers No Business)
What is the Expected Role of a Child Marketing Officer (CMO)?
1. Represent the voice of the customer (VOC).
2. Monitor the evolving business landscape and gather customer insights.
3. Be the steward of the corporate brand
4. Upgrade marketing technology and skills in the company.
5. Bring insight into the corporate portfolio and synergies.
6. Measure and account for marketing financial performance
Marketing Forges Ahead
Commercial Marketing
Place Marketing
– – – – – – – – –––– ––
Person Marketing
Social Marketing
Political Marketing
Fundraising
Have you personally Done Any Marketing?
Did you compete for a job where there were other candidates?
Did you compete for a desirable apartment where there were other applicants?
Did you apply to a bank for a large loan and need to establish your reliability and need?
Did you ever propose a new project or product to your senior management that you hoped they
would accept?
Did you arrange your impression to be most favourable to another person?
What People Dislike About Marketing
Intrusion and Interruption
Exaggeration
“In the factory we make cosmetics; in the store we sell hope.”
Deceptive Practices (read the small print)
Hard Selling or pressure selling
Buy now; pay later (giving loans to those who can’t ropay)
Planned obsolescence (In fashion and technical products)
Too much choice
Remember….
“If advertisers spent the same amount of money on improving their products as they do on
advertising, they wouldn’t have to advertise them.” -Will Rogers
Characteristics of Firms of Endearment
They align the interests of all stakeholders groups.
Their executive salaries are relatively modest.
They operate an open door policy to reach top management.
Their employee compensation and benefits are high for the category; their employee training is
longer, and their employee turnover is lower.
They hire people who are passionate about customers
They view suppliers as true partners who collaborate in improving productivity and quality and
lowering costs.
They believe that their corporate culture is their greatest asset and primary source of competitive
advantage.
Their marketing costs are much lower than their peers while customer satisfaction and retention is
much higher.
What is the relation between Marketing And Jobs?
Slow growth of Population
Automated Production
Computers
Software and apps
Robotics
3D printing
What is the relation between marketing and demand?
1. First Department Store?
Mitsui Family In 1650.
2. First Newspaper ad?
For coffee in England in 1652.
3. First advertising agency
1869 N. W. Ayers and sons
4. First brand name product
1870 Pear’s Soap
5. First packaging
1880 Laundry soap in england
6. First Marketing Research Department
1911 Curtls Publishing Co.
When Did marketing Start?
“Markets” and “trade” have a long history. But “Marketing” did not exist as a term until the early
1900s.
In the period 1900-1910, the first marketing textbooks were published. Some institutional
economists started to teach “distribution,” later added “advertising” and then “promotion and
pricing.”
Job Position in Today’s Marketing Organisation.
1. Chief Marketing Officer (CMO)
2. Brand Managers
3. Category Managers
4. Market Segment Managers
5. Distribution Channel Managers
6. Pricing Managers
7. Marketing Communication Managers
8. Database Managers
9. Direct Marketers
10. Internet and Social Media Managers
The Role Of Marketing in a company is influenced by the CEO’s view of Marketing.
1P CEO (Promotion)
4P CEO (Product, Price, Place, Promotion)
STP CEO (What segment should we go after?, What position should we take each segment?)
ME CEO (Marketing Is everything, No customers No Business)
What is the Expected Role of a Child Marketing Officer (CMO)?
1. Represent the voice of the customer (VOC).
2. Monitor the evolving business landscape and gather customer insights.
3. Be the steward of the corporate brand
4. Upgrade marketing technology and skills in the company.
5. Bring insight into the corporate portfolio and synergies.
6. Measure and account for marketing financial performance
Marketing Forges Ahead
Commercial Marketing
Place Marketing
– – – – – – – – –––– ––
Person Marketing
Social Marketing
Political Marketing
Fundraising
Have you personally Done Any Marketing?
Did you compete for a job where there were other candidates?
Did you compete for a desirable apartment where there were other applicants?
Did you apply to a bank for a large loan and need to establish your reliability and need?
Did you ever propose a new project or product to your senior management that you hoped they
would accept?
Did you arrange your impression to be most favourable to another person?
What People Dislike About Marketing
Intrusion and Interruption
Exaggeration
“In the factory we make cosmetics; in the store we sell hope.”
Deceptive Practices (read the small print)
Hard Selling or pressure selling
Buy now; pay later (giving loans to those who can’t ropay)
Planned obsolescence (In fashion and technical products)
Too much choice
Remember….
“If advertisers spent the same amount of money on improving their products as they do on
advertising, they wouldn’t have to advertise them.” -Will Rogers
Characteristics of Firms of Endearment
They align the interests of all stakeholders groups.
Their executive salaries are relatively modest.
They operate an open door policy to reach top management.
Their employee compensation and benefits are high for the category; their employee training is
longer, and their employee turnover is lower.
They hire people who are passionate about customers
They view suppliers as true partners who collaborate in improving productivity and quality and
lowering costs.
They believe that their corporate culture is their greatest asset and primary source of competitive
advantage.
Their marketing costs are much lower than their peers while customer satisfaction and retention is
much higher.
What is the relation between Marketing And Jobs?
Slow growth of Population
Automated Production
Computers
Software and apps
Robotics
3D printing
What is the relation between marketing and demand?
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