互动营销传播英文版.ppt

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1、DonE.SchultzPh.D.Dallas,TXAViewoftheInteractiveMarketplaceattheBeginningOftheThirdMillenium-AStoryinFivePartsPart1TraditionalMarketingandMarketingCommunicationAreinTrouble-WhatAreYouDoingtoHelp?Challenges:MarketingbeingpushedfurtherandfurtherdowninmanagementlevelsofthefirmToomuc

2、hmarketingconsidered“soft,squishy,notrelevant”Marketingexpenseincreasing-fewmeasuresofreturnsToomuchattentiontomassmarket/massmediainworldofone-to-oneAwards,“creativity”,self-adulationMostofAll,theImpactandInfluenceofElectronicCommunicationandCommerce-InteractivityChangingtheMarketi

3、ngandCommunicationFocusFromtacticalactivitiestostrategicmanagerialdecisionsDrivingshareholdervalueMeasurabilityand“outcomes”,notjust“outputs”ManagementAlternativestoIncreaseShareholderValueInnovationinproductsorservicesEnhancementsinsupplychainmanagementCustomerrelationshipmanagemen

4、t-expandmarketingcapabilityHowCanMarketingandCommunicationImpactCorporateResults?IncreaseoracceleratecashflowsStabilizeorreducevolatilityofcashflowsIncreaseshareholdervaluebybuildingbrandequityMostPowerfulTools,BrandsandCommunication!BothAreWoefullyUnderdevelopedinManyOrganizations

5、Primary21stCenturyMission:MarketingandCommunicationtoDirect,DriveandFulfillCorporateStrategyQuestionsorComments?Part2Understandingthe21stCenturyMarketplaceTheChallengeIsTransitionWhereWeAreTransitionWhereWeNeedToBe19801970196019902000MarketplaceDevelopmentRe-emergenceofcompetiti

6、onGlobalizationRiseofQualityPriceCompetitionCost-CuttingRe-engineeringLogistics/DigitalizationTransitionofInformationTechnologyInteractiveMarketplaceProductConsumerDistributionThreeTypesofOrganizationsHaveDevelopedHistoricalCurrentInteractiveProduct-DrivenOrganizationsFocuson4PsProd

7、uctPricePlace(Distribution)PromotionProduct-DrivenFirmsRawMaterialsTechnologyFacilitiesMoneyDistributionLocationDistributionAggregationNeeds/WantsPurchasingPowerConsumerMediaChannelMarketerInformationDistribution-DrivenFirmsFocuson:LocationLogisticsChannelsUbiquityDistribution-Drive

8、nFirmsDistributionC