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Marketing – Concepts and Trends
Arild Aspelund

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• What is Marketing and what are its primary activities?
• How can we establish a common discussion?
– central concepts of marketing
• Where is the field of marketing going?
– Recent trends in marketing

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• What is Marketing ?
– Some say it’s is about needs…
• Marketing deals with identifying and meeting human and social needs
• “Meeting needs profitably” (Kotler and Keller, 2006)
– And some say its about value…
• “Marketing is about communicating values to potential and existing customers” (Lodish et al., 2001)
• “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders”
(AMA)

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…, but there is a clear distinction to selling…
• Selling simply refers to pushing an transaction
• In its most ambitious sense, marketing should render selling unnecessary. “ … The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.
Ideally, marketing should result in a customer who is ready to buy ”
(Peter Drucker, 1973)
• Example:
Fujitsu Siemens Pocket LOOX

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… and there is also a clear distinction to advertising…
• Advertising is only one of many means by which you can communicate with existing and potential customers

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• Marketing deals with the two fundamental question of:
– “What am I selling?”
– “To whom am I selling it?”
• The marketing literature seek to answer these questions through five fundamental concepts
– Value
– Segmentation
– Positioning
– Targeting
– Buying behavior

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Segmentation:
- Parents of small kids (1 year to pre-school)
Value proposition:
- Thirst quencher
- Clear conscience
- Tranquililty
- Enjoyment
- And everything on the go…

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Positioning:
- An healthy alternative
- Manageable even for small kids
Targeting:
- No advertising
- Promotion through product placing!

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Imsdal for Kids
- Positioning and targeting through product placing
Product not placed here… But here…

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• «It's not for everyone, just those that Bling.
So the question is: Do
You Bling?»

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• What is Market Management?
• “Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating delivering, and communicating customer value” (Kotler and Keller,
2006)

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• Capturing marketing insight
• Shaping the market offering
• Developing marketing strategies and plans
• Connecting with customers
• Communicating value
• Building brands and market recognition
• Creating long-term growth

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• Marketing’s markets
– There can be made a variety of distinctions between types of markets; goods, services, events, experiences, persons, places, properties, organizations, information, and ideas
• Most commonly distinctions of
– Consumer markets
– Business markets
– Global markets
– Non-profit and governmental markets

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Different marketing trends for bringing value to customers
• The product concept
– “consumers will prefer products with the most quality, performance and innovative features”
• The selling concept
– The market does not consume sufficiently if let alone. Aggressive selling and promotion is needed in order to boost revenues

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Different marketing trends for bringing value to customers
• The marketing concept
– “the quest is not to identify the right customers for our products, but the right products for our customers”
– “selling focuses on the needs of the seller, marketing focuses on the needs of the customer”
• The holistic marketing concept
– “everything matters”
– Consists of:
• Relationship marketing
• Integrated marketing
• Internal marketing
• Social responsibility marketing

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• From the marketing division to the marketing organization
• From product units to market segments
• Outsourcing and inter-organizational market integration
• Globalization

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• To sum it all up:
– The two fundamental questions of marketing are ”what am I selling?” and
”who am I selling it to?”
– Marketeers seek to answer these questions through defining five concepts
• Value
• Segmentation
• Targeting
• Positioning
• Customer and buying behavior
• Next we will look into:
– An introduction to the strategic marketing process
– How to make good market plans