Veikko Laine

Export Marketing, general

What is Marketing ?

Veikko Laine

Export Marketing, general

Question: …what is…

Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (P. Kotler, 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 stakeholders. (American Marketing Association, 2004)

…do you / can you remember this ? …

Veikko Laine

Export Marketing, general

Question: …what is…

Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (P. Kotler, 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 stakeholders. (American Marketing Association, 2004)

NOTE !: Questioning (= posing of –right- questions), is your most powerful marketing tool. => …a question controls the answer… …”you get what you ask”…

Veikko Laine

Export Marketing, general

Marketing can be a very expensive activity.

Key to success

Why is marketing needed ? (…different question… = diff. answer)

Marketing produces EXCHANGE

Veikko Laine

Export Marketing, general

What is the most important, the most expensive task

in Marketing ?

Key to success

Veikko Laine

Export Marketing, general

The most important AND most expensive task

of any Marketing is : information distribution

- to distribute information to the customers so that it

supports their activities

- to search and receive information from the

customers so that it supports the activities of the

company

Key to success

Veikko Laine

Export Marketing, general What

What kind

Why

Where

When

Who

to Whom

How

How much/man

y

Is it / is it not ...

Marketing Company Customer Product Decisionmaking

Comparison of the ”Material” with which You work :

Engineering Marketing

ConcreteSpecifiableMeasurableSimplePredictableControllable

”Not living”No free will”…do the things right…”

etc. etc

AbstractDifficult to specifyHard to evaluateComplexDifficult to predictProblems in control

- Living - - Free will –”…do the right things…”

etc. etc

Veikko Laine

Export Marketing, general

There is no precise theory of marketing !!

=> There is no single, - the very one and only correct way of marketing

=> All endeavours are correct…

However, some ways are more efficient (in terms of money & time !) than others…

…as long as they bring results

Theory

Veikko Laine

Export Marketing, general

(“Theory” => knowledge of ...what, how to... etc.)

Why study theories? What´s the use?

Theory

=> Acting, w/o a Theory, leads at - it´s worse, to Chaos!!

=>Theory (= “knowing”), w/o acting is, at - it´s best, the

profession of a Teacher...

=> Nothing is so “strong” (= directing of actions) as a proven theory.

Veikko Laine

Export Marketing, general

Theory

Veikko Laine

Export Marketing, general

Here Comes Marketing Theories

Veikko Laine

Export Marketing, general

The Mother of Strategy is …limited resources

The resources must be focused on profitabletargets (profitable = high ”output / input” ratio) …

=> prioritize. Reasons :

If you attack 360 degrees, - you advance nowhere !

If you serve everyone, - you serve no one !(…there are > 6 billion people… !)

Strategy is, at its best, as good as the informationon which it is based !

Marketing StrategyMarketing Strategy

Veikko Laine

Export Marketing, general

SegmentationSegmentation

?

Veikko Laine

Export Marketing, general

SegmentationSegmentation

…compare…

”…you go to the forest, for hunting … and …you go to the sea for fishing…” not oppositely, …or obscurely…

As a hunter / fisher, you know where the catch is, what it eats, what it likes, dislikes, how it moves, when it is on the move, etc.

”The Catch = Customer” ”The Living Surrounding = The Market”

=> …hence, you know what you should do in order to…

(this analogy, comparison is naturally clumsy and faulty in the respect that your aim is not to kill the customer, but to gain a Win-Win situation => …symbiosis…)

Veikko Laine

Export Marketing, general

SegmentationSegmentation

All customers are different, do have similarities in their characteristics

BUT many potential customers

Find these similarities : closeness (cultural), area, company& product similarity, buying procedure, earlier experience,highest possibility of success, development level, etc. etc.

In the long run you have customer segments A, B and C :

Customer % of No. / % of sales => action plan

A 20 % / 80 % xx

B 30 % / 15 % yy

C 50 % / 5 % zz

Veikko Laine

Export Marketing, general

Decision MakingDecision Making

To make decisions,

The results of today´s decisions come up in futureDecisions, at their best, are as good as the

information on which they are based

The decisions go through the consecutive phases :

cognitive (rational, facts, numbers)affective (emotional, feelings, …images…)operative …(actions)…

…affective…=>

…is to take risks…

Fear, Uncertainty, Doubt = FUD…

Veikko Laine

Export Marketing, generalLadders of Development

Unconscious incompetence

”layperson”

Conscious incompetence

”novice”

Conscious competence

”expert”

Unconscious competence

”true specialist”

Time a

nd W

ork

New

Area