Marketing Unwrapped

225 Pages·2001·9.909 MB·English

by  Ray Perry

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CONTENTS
.......................................
FOREWORD BY SIR GEORGE BULL 1x
INTRODUCTION 1
1 THE TWENTIETH CENTURY PERSPECTIVE OF MARKETING
SKILLS AND COMPETENCIES 13
Classical Marketing 15
What about the New Recruit? 18
The Current Marketing Environment 20
The Future Environment 20
Immediacy 23
Changing Demographics and the Grey Market 23
Borders? What Borders? 25
Privacy, Data Protection and Spamming 25
Alternative Ways .f Working 26
Humans Replaced by Cowputevs 27
iv .C...O...N...T..E...N...T...S... ....................................
I...............................................,....~..........
Pvohfeferaf ioiz qf Media 27
The dot.conz Impact in Today’s External Enviwnment 29
Which Skills do Marketers Need Today? 29
A SWOT of Marketers 30
Lack of Skills, Competencies and Training 31
Peizep fioi? ofi%far,keters by Finmice Directon 35
Future Directions 37
Laws of the E-revolution 38
An Overview 41
2 THE CUSTOMER RELATIONSHIP MARKETER 45
Definition of Customer Relationship Management (CRM) 47
Customer Loyalty and Affinity Marketing 47
Brand Loyalty 49
What is Customer Relationship Management? 50
Does it TVovk? 52
Is CRM for Evenone? 53
Implementation 34
Getting it Right - And Wrong 57
h?dt~strAy ttitudes 58
Managing Customer Profitability 59
The Golden Rules of CRM 60
Using the Word “Customer” Versus Being Customer-focused 61
What Does Customer Care Achieve? 62
The Concept of the “Customer” 63
What do Customers Want? How do they Make Purchasing Decisions? 64
Call Centres are Failing Customers 65
The Web and CRM 67
The Opus Group Survey 67
Case Study: Cable and Wireless 70
Communications 71
Benchmarks 72
Key Tasks in CRM 73
An Overview 75
............................................... CONTENTS v
I......................................,.....................................
3 THE MEDIA MARKETER 85
Key Issues 86
Top 20 Issues in ,\ledta 87
The Demographic Background to Today’s Media Buying Environment 89
The Current Situationf or Media Marketers 91
Problems for Media Marketers 92
Critical Factonf or hledia Marketers 93
Mixed Media Campaigns 94
The Impact of DigitaVthe Internet 96
New Technological Issues 96
Convegence in the Connected Economy 96
Video Demand (VOD) 97
oiz
Personal Video Records (PVR) 97
Broadband 98
Measuring Effectiveness 99
Relationships Between Clients and Agencies 100
Typical Agency Metrics 100
1. TV 100
2. Magaziries 101
3. PR 101
4. The Web 102
5. Others 102
Metrics the Media Marketer Should Use 102
An Overview 104
4 THE SUPPLY CHAIN MARKETER 111
Defining Supply Chain Management (SCM) 112
Adding Value 113
Creating Value Through the Internet (Supplier Intranets) 116
The Marketer’s Perspective of SCM 117
Channel Relationship Building 120
An Overview 122
vi .C...O...N...T..E...N...T..S... .....................................................................................................
5 THE KNOWLEDGE MARKETER 127
An Overview 128
Defining Knowledge Management (KM) 129
The Academic Backgvound 129
What the Surveys Say 130
Knowledge Management and Marketing 132
Isn’t KM Just Another Fad or Buzzword? 134
Why Do We Need It? 135
Innovation 136
Competitive Advantage 137
Examples of Implementation 137
Business Excellence 140
Etnpowevtnent 140
How Should a Marketer Approach Knowledge Creation! 141
Technology 142
Some Guidelines 144
The Benchmarking Process 146
An Overview 148
6 THE PARTNERSHIP MARKETER 155
Partnerships 156
Procter t3 Gamble and Coca-Cola 157
Co-opertition 158
Examples of co-operative relatiotzships 139
The Effect of the Connected Economy 160
Choosing Partners 160
The Importance of Co-operation 162
Relationships Between Competitors 163
Forming Successful CO-marketing Partnerships 164
Nurturing Partners 165
Fundamental Aspects of Business Agreements 166
Rules for Co-operation 168
Alliances 169
An Overview 171
CONTENTS vii
...........................................................................................................................
7 THE METRICS MARKETER 177
Back to Business 179
Measuring Corporate Reputation 180
Intangibles 181
The Reputation Quotient 183
Lack of Accountability 186
What’s Wrong with Marketing? 187
Strategic Marketing 188
What should Marketing be Doing? 190
1. lZleasuve Shareholdei, Value Added 191
2. Strategic Planning Cycle with Quantified Objectives 191
3. Objectives 192
4. Pan Company Resource Allocation 192
5. Market Segmentation 192
6. Customer Retention Analysis 193
Spend on Market Research 193
Does Measurement Impede Creativity? 193
Driving Long-term Cash Flow 194
1. Increasing Present Value 194
2. Attractiveness and Competitive Advantage 195
3. Scovecard 195
Online Measurement 196
Online Brands 197
Profitability on the Web 198
Measuring Web Marketing Effectiveness 200
Online Questionnaires 203
Putting it all Together 204
hfetricsbforF ictitiotis plc 204
An Overview 208
APPENDIX: SKILLS LEVEL ANALYSIS PROCESS 211
INDEX 213
Acknowledgements
I should like to thank Claire Forbes, Dawn Southgate and Catherine Haveron
for their help and support in creating this book.
Dedication
ToJ aymin and Sabrina
FOREWORD
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M
any management disciplines and skills are currently having to
change and adapt to the new environment of business in the twenty-first
century. Marketing is no exception; it has to change, and indeed is changing.
Shareholders, stakeholders and owners of businesses increasingly require added
value from the organisation. The starting point has been creating economies of
scale and scope, with processes becoming more efficient and resources utilised
more efTectively. But whilst all these process activities are undoubtedly
important, it is highly likely that your competitors are doing exactly the same
thing.
In the end what will make the difference between you and your com-
petitors is creating and driving brands successfully, through innovation and
knowledge management. This should be the new heartland for the marketer.
Whilst still managing the day-to-day activity of marketing management,