CRITICAL MARKETING AC934

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CRITICALMARKETINGAC934
CRITICALMARKETINGAC934
Steffen Böhm Jerzy Kociatkiewicz

• Steffen Böhm
• Jerzy Kociatkiewicz

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Marketingand/ofNew Technologies
Marketingand/ofNew Technologies
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Impact of new technologies

• New trends in research
• New distribution models
• New marketing techniques
• New ethical issues

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New Communication Media

• Internet (e-mails, websites, blogsnew, cheap
  channels of contact)
• Mobile and wireless communication (the customer
  is constantly available as an audience)
• Commercialisation of public space (new spaces
  become sites for advertising messages)
• Digitalisation of information (drastically
  diminishing reproduction costs)

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Marketing and Marketers
I am not advertising anything. I am just a giant
carrot
Cartoon by Andrzej Mleczko
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New Trends in Research

• Rise of ethnographic studies studying what the
  consumers actually do
• Shift to behavioural studies focus on action
  rather than self-description
• Search for insights ideas that can be
  transformed into marketing solutions
• Neuromarketing

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New Distribution Models

• Just-in-time production and delivery
• Ability to collate niche markets globally
• Global distribution allows producers to serve a
  wide array of niche tastes (The Long Tail model)

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The Long Tail
Market Size
Mainstream
Niche
Product Popularity (decreasing)
Source Chris Anderson (2004)
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The Long Tail

• Niche markets and products, collectively, account
  for an ever increasing share of the economy, due
  to constantly decreasing costs of storage,
  access, and delivery

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The Long Tail

• We sold more books today that didn't sell at all
  yesterday than we sold today of all the books
  that did sell yesterday
• Amazon.com executive

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New marketing techniques

• Viral and Guerilla Marketing
• Relationship and Network Marketing
• Rise of Experience Economy

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Relationship Marketing

• Relationships, interaction, networks at the core
  of marketing processes
• Marketing mix (4Ps) becomes dependent on the
  above
• Gummesson (1994)
• A step further Network Marketing
• Morgan and Hunt, 1994

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Relationship Marketing Guidelines

• Identify key customers
• Assign a skilled relationship manager to each
• Develop a clear job description for the manager
• Develop plans for the relationship
• Appoint an overall manager for all key
  relationships
• Kotler et al., 2005 480

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Criticisms of RM

• Real relationship requires the amount of
  attention most organizations cannot afford
• Unethical, psychological deception
• Ultimately unsuccessful it does not address the
  customers needs

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New ethical issues

• Rise of Corporate Social Responsibility
• Growing concern for environment
• Increased threats to privacy
• Increasing global wealth and income disparities

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Corporate Social Responsibility (CSR)
Cartoon by Gary Larson
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Contemporary issues

• Let us not kid ourselves these companies are
  not fluffy do-gooders. They are in it for the
  money, pure and simple. That is one reason why
  the current fad for corporate social
  responsibility is not the blessing it is made
  out to be
• Legrain, 2002 136

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Enron

• Fortune magazines Most Innovative Company for
  five years running
• Worlds largest energy trading company
• Bankrupt amid scandals of bribery, fraud, and
  insider trading.
• We were doing Gods work - Jeffrey Skilling,
  Enron CEO

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NEXT WEEKThe Green andEthical
ConsumerRevolution
NEXT WEEKThe Green andEthical
ConsumerRevolution