MARKETING Evolution of marketing Prof Italo Trevisan Università

MARKETING Evolution of marketing Prof. Italo Trevisan Università di Trento USUE Ekaterinburg, 17 October 2012

EVOLUTION OF MARKETING IN THE ORIENTATION TO MARKETING, THE PRODUCT IS THE MAIN VARIABLE AVAILABLE TO THE FIRM ANALYSES THE MARKET TO IDENTIFY A PRODUCT, THAT CAN BE MADE AT REASONABLE COST AND SATISFIES SOME EXISTING OR LATENT NEED, IN ORDER TO SELL IT AT A PROFIT

EVOLUTION OF MARKETING THE MARKET-ORIENTED FIRM MUST BE ABLE TO IDENTIFY EARLY THE CONSUMERS’ NEEDS TO BE ABLE, AFTERWARDS, TO SATISFY THEM, MAKING A PROFIT.

EVOLUTION OF MARKETING GREAT PROSPERITY = INCREASED NEEDS AND DESIRES OF CONSUMERS. LEVEL OF MATERIAL COMFORT WITHOUT EQUAL IN HISTORY = THE CONSUMERS HAVE OTHER YEARNINGS.

EVOLUTION OF MARKETING CONSUMERS ARE MORE DEMANDING, WANT A HIGHER DEGREE OF PERSONAL SATISFACTION, REQUIRE CUSTOMISED PRODUCTS, HELD THE PRODUCER RESPONSIBLE IF THEIR NEEDS ARE NOT FULLY SATISFIED.

EVOLUTION OF MARKETING THE FIRM MUST KNOW THE INDIVIDUAL CUSTOMERS AND UNDERSTAND THEIR NEEDS AND DESIRES NOT ONLY IN RELATION TO THE USE OF THE PRODUCT BUT ALSO IN RELATION TO THE FULFILMENT OF HIGHER LEVEL NEEDS (such as self-esteem and selfactualisation – Maslow).

EVOLUTION OF MARKETING THESE HIGHER LEVEL NEEDS ARE NOT RELATED TO THE PRODUCT AS SUCH BUT TO THE TYPE OF WORLD THE PERSON-CONSUMER WOULD LIKE TO LIVE IN.

EVOLUTION OF MARKETING THE APPROACH OF THE FIRM BECOMES THE ORIENTATION TO THE (MARKET) ENVIRONMENT. THE FIRM NOT ONLY CAN AND MUST CUSTOMISE ITS PRODUCTS, BUT MUST, ALSO, GIVE ATTENTION TO THE SOCIAL NEEDS OF THE CONSUMER.

ORIENTATION TO THE ENVIRONMENT FIRM --------- ENVIRONMENT PERIOD: PRESENT TIMES OF CHANGEABLE ENVIRONMENT, GENERAL PROSPERITY AND PERSONALISED COMMUNICATION EXTERNAL FACTORS: DEMAND: WANTS CUSTOMISED PRODUCTS; LESS INFLUENCED BY ADVERTISEMENT AND BRAND LOYALTY ; PROMOTES ISSUES IT IS INTERESTED IN. SUPPLY: EXCESS OF PRODUCTION CAPACITY; ATTENTION TO THE SOCIAL NEEDS OF THE CONSUMER INTERNAL FACTORS:

ORIENTATION TO MARKETING FIRM --------- ENVIRONMENT ROLE OF MARKETING: KNOWING THE MARKET AND ITS ENVIRONMENT; RELATING TO THEM IN A DYNAMIC WAY MARKETING = PERSONAL RELATIONSHIP WITH THE CONSUMER KEY FACTORS: INFORMATION; DIALOGUE WITH THE CONSUMER/CUSTOMER

EVOLUTION OF MARKETING IN A SITUATION WHERE, MANY MARKETS ARE MATURE MARKETS, MARKETS BECOME RAPIDLY MATURE, COMPETITION IS EVER TOUGHER, CONSUMERS ARE MORE SOPHISTICATED AND REQUIRE CUSTOMISED PRODUCTS, THE FIRM MUST REDUCE THE STANDARDISATION OF ITS OFFER.

EVOLUTION OF MARKETING MANY MARKETS ARE MATURE MARKETS, WHERE GROWTH IS SLOW OR ABSENT. IN SUCH MARKETS A FIRM CAN INCREASE ITS MARKET SHARE ONLY BY “STEALING” COSTUMERS FROM THE COMPETITORS AND AVOIDING THAT THEY DO THE SAME.

EVOLUTION OF MARKETING IT IS NECESSARY TO USE RESOURCES TO KEEP THE EXISTING COSTUMERS: IT IS LESS EXPENSIVE TO HOLD ON AN EXISTING COSTUMER THAN TO SNATCH ONE FROM THE COMPETITORS. IT IS NECESSARY TO CHANGE THE WAY MARKETING IS IMPLEMENTED, AND AIM ITS ACTIONS TO THE INDIVIDUAL COSTUMER.

EVOLUTION OF MARKETING THE SATISFACTION OF THE CUSTOMERS, WHO ARE MORE DEMANDING AND WANT CUSTOM MADE SOLUTIONS, REQUIRES DIRECT AND PERSONAL ATTENTION