Marketing concepts that you must know

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11 years ago 26

I watched marketing session with
Dr. Philip Kotler video. I learned and got fundamental insight about business development strategy. In new
strategic marketing management, there are strong relation between strategic
marketing and business development. Both are aligned in growing your business.

Periods of marketing strategy

If you are marketing learner, I am sure you have found in
marketing journal or marketing book (one of them is Kotler’s book) that now is
the marketing 3.0 era.

Let me inform you, there are periods for types of
marketing strategy:

1.Marketing 1.0

In this period, brand owners are only focus on how to put their brand (or product)
in customer mind. They compel and tell his feature of product to customer
without consider customer’s need. So, in this era you eventually found that
marketing strategy is based on product-centered.

2.Marketing 2.0

In this marketing phase, brand owners change their focus to customer’s need. They
try to catch customer’s heart.

As a consequence, they start to focus on marketing research and
find what is customer’s want. Then they provide these.

Hence in this era this marketing strategy is called
customer-centered marketing.

3.Marketing 3.0

This is the era. All about marketing activities is around spirit. For this
reason this time we call it values-centered marketing.

Now, I am studying this. If you are novice marketer or beginner or
marketing learner like me, it is important to learn this knowledge.

Marketing ideas or you can name it marketing approach is always change.
Marketing scheme is always develop. It grows because of following or adjusting
the environment, for examples: impact of digital technologies and social media,
cultural changes, etc.

That’s why I always write in this marketing knowledge for
beginners to document things that I have
learned.

Afterward, I will describe you about marketing strategies adjustment.

Samples of marketing strategies adjustment

Based on Marketing 3.0 ideas, I will explain you some of new
marketing strategies. I give you description of previous marketing strategy
against new marketing strategy.

1.Before: marketing is performed to provide lead for salespeople.

Now: We must do solid marketing research so that we can associate
marketing activity and sales activity then align them both. Thus, we can
consistently add value in both activities.

2.Before: Companies focus on pushing their feature of product or
service at prospects or customers without considering whether the customer is
really need or not.

Now: Companies focus on reaching people, reconnect with them,
intentionally engage with them. By doing this the companies know completely
what is costumer’s need so that they can deliver a proper solution to the
customer, make them happy.

Furthermore, companies know complaint of buyer so that they can
respond and give a correct resolution to the customer.

The conclusion is : there are marketing shifting from focus on
marketing operational to focus on customer.

3.Before: There is a gap between product creator (manufacturing
team) and marketer.

Now: Marketing Department is involved in creating new products, new
services, or new solutions in term of business development things like propose
new features of current product according to customer’s need, building new
opportunities from develop new product or new service, become facilitator
between customer and company, etc.

Marketing department is also engaged with financial department to
formulate cutting the unnecessary budget. Marketing department is also involved
together with product management team to decide dropping unprofitable product
and creating the future product.

4.Before: Marketing was utilized in daily activities according to
system-based approach only. The marketer did those marketing activities only to
achieve the company’s target without considering customer behavior, customer
need, customer complaint, and so on.

Now: Marketing is more human and give emotional values with more personally
engagement. Social media marketing is one of marketing strategies which have to
be implemented for the sake of this. I have written about social media which is
entitled step
to perform social media marketing.

With this adjustment and adaptation, you can run your marketing
strategies. There is thing to remember, even though you implement new marketing
scheme, do not forget basic marketing theory.

You have to run the marketing activities based on this fundamental
marketing concept. Kotler has introduced fundamental marketing concept, if you
perform the activities based on this you have correct direction to your goal. Next,
I will document the basic theory of marketing.

Fundamental marketing concepts

I found that marketing concept which is expressed by Philip Kotler is very essential.
This is a fundamental marketing theory. I really like his thought. I think it
is very tactical so that you can market your business with some new marketing design
based on this approach.

The theory is:
Create, Communicate, Deliver, Value, Target market, Profit.

It means create,
communicate, and then deliver the values to your target market then get profit.

There are three manners
which is compulsory to run this theory, they are:

-Creating value.

It is related to product management. Marketing can collaborate with product
management team to develop great product based on customer request (result from
marketing research).

-Communicating
value.

This is one of the core activities of all people in your company (especially
marketing team). You do such as brand management activities.

-Delivering
value.

This is one of core actions too. It is related to customer management or CRM
(customer relationship management).

These are basic
theory and all marketing activities are based on this. This is marketing
concepts that you must know.

See you in the next articles. If you find this
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comment in the comment form below if you want to inform any marketing update.