Process orientation – the use in marketing Challenges | Methods | Solutions
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This document discusses using process orientation in marketing. It begins by noting that society is undergoing a transformation that presents great business opportunities over the next 100 years. To take advantage of these opportunities, businesses need to identify stakeholder needs, design good products/services, efficiently deliver them at a fair price while evaluating impacts. The document then discusses how marketing has evolved through various waves such as the agrarian wave, industrial wave, and information wave. It notes how marketing is constantly changing and lists some approaches for 2.0 and 3.0 marketing such as emotional marketing and values-driven marketing. Finally, the document presents a case study of a project using software to help with eye diagnostics and treatment, mapping it out
Process orientation – the use in marketing Challenges | Methods | Solutions
- 1. P i o t r SENKUS Good Afternoon Guten Tag Bonjour Buongiorno Laba Diena Dzień Dobry Доброе Утро Dobré Ráno Добар Дан Добридень
- 2. P i o t r SENKUSKraków, środa, 2 grudnia 2015 PhD. Habil. MEng. P i o t r SENKUS Poznan University of Life Sciences Process Orientation – the Use in Marketing Challenges | Methods | Solutions
- 3. P i o t r SENKUS … The upcoming transformation of our society presents one of the greatest business opportunities of the next 100 years. This will require patience as well as perseverance to anticipate what’s next and plan for that situation, as well as taking advantage of what’s immediately before you … Richard Branson
- 4. P i o t r SENKUS To take that opportunity we need: • Good identification of stakeholders needs; • Well designed products and services; • Efficient delivery; • Fair price; • Evaluation of the impact in business, social and environmental perspectives • … and proper integrated action The objective … to take “the greatest business opportunities of the next 100 years” Process Orientation
- 5. P i o t r SENKUS Input ActionInput Output The process
- 6. P i o t r SENKUS First wave – Agrarian – has begun 10 000 years ago First wave
- 7. P i o t r SENKUS Second wave – industrial – has begum with Johannes Gensfleisch zur Laden zum Gutenberg about 1450 and has exploded with work of James Watt, who in 1763 has introduced improved Thomas Newcom’s steam engine Second wave
- 8. P i o t r SENKUS Trzecia fala – fala informacyjna Third wave
- 9. P i o t r SENKUS0 We are here The World … and marketing keeps changing …
- 10. P i o t r SENKUS N.O. MARKETING „Any customer can have a car painted any color that he wants so long as it is black” Henry Ford
- 11. P i o t r SENKUS 1.O. MARKETING Postwar Soaring Turbulent Uncertain 1950s 1960s 1970s 1980s POSTWAR • The Marketing Mix • Product Life Cycle • Brand Image • Market Segmentation • The Marketing Concept • The Marketing Audit SOARING • The Four Ps • Marketing Myopia • Lifestyle Marketing • The Broadened Concept of Marketing TURBULENT • Targeting • Positioning • Strategic Marketing • Service Marketing • Social Marketing • Societal Marketing • Macro-Marketing UNCERTAIN • Marketing Warfare • Global Marketing • Local Marketing • Mega-Marketing • Direct Marketing • Customer Relationship Marketing • Internal Marketing
- 12. P i o t r SENKUShttp://zoelorimer.wordpress.com/2013/01/29/times-square/ Can You count commercials ?
- 13. P i o t r SENKUShttp://www.thepinnaclelist.com/ … and now … and they are constantly changing !!!
- 14. P i o t r SENKUS 2.O. MARKETING One-to-One Financially-Driven 1990s 2000s ONE-TO-ONE • Emotional Marketing • Experiential Marketing • Internet and E-Business Marketing • Sponsorship Marketing • Marketing Ethics FINANCIALLY-DRIVEN • ROI Marketing • Brand Equity Marketing • Customer Equity Marketing • Social Responsibility Marketing • Consumer Empowerment • Social Media Marketing • Tribalism • Authenticity Marketing • Cocreation Marketing
- 15. P i o t r SENKUS 2.O. MARKETING – “side effect” Source: Philip Kotler, 2011
- 16. P i o t r SENKUS 2.O. & 3.0 MARKETING DRIVERS
- 17. P i o t r SENKUS 3.O. MARKETING Values-driven 2010 Future ??? VALUES-DRIVEN • Make the better World, • The age of participation and collaborative marketing via the Internet.
- 18. P i o t r SENKUS 3.O. MARKETING Old philosophy vs. New philosophy Old philosophy: “What is good for business is good for society!” The simple act of profit maximization is good enough. New philosophy: “What is good for society is good for business.” (GE) Every company should figure out not only how to improve its output but also its outcomes. A food company should improve nutrition; an energy company should improve energy; a bank should improve sound savings. Michael Porter and Michael Kramer, “The Big Idea: Creating Shared Value,” Harvard Business Review, January/February 2011.
- 19. P i o t r SENKUS0 Process popularity
- 20. P i o t r SENKUS UE Innovation Index 2012 Innovation challenge
- 21. P i o t r SENKUSSource: http://populationpyramid.net/ Demographics Challenge Poland
- 22. P i o t r SENKUS Action ActionInput Output The process
- 23. P i o t r SENKUS0 „We can't solve problems by using the same kind of thinking we used when we created them” Albert Einstein “Key driver”
- 24. P i o t r SENKUS0 Build Models Business Model Canvas by Alex Ostenwalder & Yves Pigneur
- 25. P i o t r SENKUS0 Build Models Value Reference Model (VRM) by Michael Porter
- 26. P i o t r SENKUS Customer Expe-rience Management Enterprise Business Process design model Build Models
- 27. P i o t r SENKUS Build Ecosystem
- 28. P i o t r SENKUS Output ActionInput Output The process
- 29. P i o t r SENKUS The Project - Team Team: • One SME: OcuService The medical company • One Designer: Paweł Buszko PhD University of Arts in Poznań • One Economist: … Poznan University of Life Sciences
- 30. P i o t r SENKUS The Project - Aim To deliver software that would help eye diagnostics and eye treatment
- 31. P i o t r SENKUS Children and Adults who suffer eye illnesses … and looking also for in-home eye-training solutions The Project – Business Model Canvas
- 32. P i o t r SENKUS Eye diagnostics and eye treatment possibilities with no stress The Project – Business Model Canvas
- 33. P i o t r SENKUS App-stores Partner clinics The Project – Business Model Canvas
- 34. P i o t r SENKUS Personalized relations supported by IT solutions The Project – Business Model Canvas
- 35. P i o t r SENKUS Selling specialized Treatment and rehabilitation (diagnostics and basic exercises are free) The Project – Business Model Canvas
- 36. P i o t r SENKUS System development (in-clinic, home and mobile) The Project – Business Model Canvas
- 37. P i o t r SENKUS Key competences Know-how The Project – Business Model Canvas
- 38. P i o t r SENKUS App-stores Other clinics The Project – Business Model Canvas
- 39. P i o t r SENKUS Developing and improving key competences Developing and improving „ecosystem” The Project – Business Model Canvas
- 40. P i o t r SENKUS The Project • Marketing processes • Development processes Are unfortunately
- 41. P i o t r SENKUSKraków, środa, 2 grudnia 2015 PhD. Habil. MEng. P i o t r SENKUS Poznan University of Life Sciences Process Orientation – the Use in Marketing Challenges | Methods | Solutions