Welcome to Managerial Marketing!
Teaching Team IntrosFLATTENERS
Course overviewWhat’s marketing, anyway?
FLATTENERS -- A Concept by
Thomas Friedman
Part of Communication and Collaboration in a Flat World
Res 1 – Managerial Marketing Intro
-- Converged around the year 2000-- A global, web-enabled platform -- Multiple forms of sharing knowledge / work,
irrespective of time, distance, geography and
language.
The Ten Flatteners
Flattener #1 – Fall of the Berlin Wall (opened economies)
http://www.youtube.com/watch?v=snsdDb7KDkg&feature=channel
Flattener #3 Workflow Software(Automation to connect entire org from within and without)
http://www.reach1to1.com/images/ExampleLogic.png
Flattener #4 – Open Sourcing(Free software used, modified, redistributed by anybody)
http://www.youtube.com/watch?v=EG9uuGwFmvs
Linux(anyone can add to and modify
vs.
Microsft Windows(proprietary operating system)
Flattener #5 – Outsourcing
http://www.altergroup.com/blog/wp-content/uploads/2009/09/india-outsource.jpg
Splitting service and other activities into componetns for subcontracting.
Why India?
Open,Infrastructure,Motivated workforce10 workers for 1
Flattener #6 – OffshoringInternal relocation of manufacturing to foreign land, e.g. China’s entrance in WTO
http://www.oneinchpunch.net/wordpress/wp-content/uploads/2007/10/china-toy-manufacturing2.jpg
Flattener #7 – Supply-Chaining
Elimination of middle-men, low inventories, more customer relationship management
Flattener #10 – The Steroids
Old days: Phone and computing only at home
Now: Communicate, collaborate, develop content, find info, view/listen to media, etc.