subject: Marketing Management-A New Era [print this page] Marketing Management-A New Era Marketing Management-A New Era
Marketing Management-a New Era
Organizations launch their products with product innovation, Segmentation, Targeting, Test marketing and other planned activities to enter the market with a high note and make product success in the market. According to the research in Harvard school, in all parts of the world around 55000 products will be launched every year, out of 94% of them fail.
Why?
Environment which consists of the set of factors which changes everything in the world, and which companies feel that the consumers are also getting changed from the environment, is being wrong statement in this era.
The reasons could be many but the concept is being changed by various evidences. The recent research proved that people will not be changed by the environment but visa versa. The factors could be micro, macro, internal or external for the company that is getting changed by the people and not by environment. The evidences shows internal factors of company are changed by visionaries of the companies and political, Technological is redefining by the people, including natural factors in the long run.
Now the question is what makes people to make those changes in the environmental factors.
The answer is the Cause'.
For every individual or group of people, there will be a reason to do anything. The cause could be necessities, Wants or any other reasons. Now the companies can find the ways to identify the future possible causes which makes people to think in a different and innovative way.
Well, look at a couple of simple examples: a salesman who can recall the names of his clients with ease has more chance of concluding a deal, and therefore of increasing his revenues. A company manager who is able to retain figures and repeat them off the top of his head is more likely to create a favorable impression on the board of directors, and is more likely to get promoted. It may be smaller way or the macro level concept works.
What's important about these examples is not that we think a trucker is fatter than a dancer or that temperatures are warmer than they used to be (unless, of course, you like to bet on these kinds of things).
What's important is that these effects occur largely outside of our consciousness; we're biased-we just don't know we're biased. Some of these tendencies are so strong that even when we do know about them, we find it hard to correct for them.
We learn so little from experience because we often blame the wrong cause'
Let us take another example how the cause changes the way of thinking and the new business model.
Rural internet Services Company with a mandate to provide Internet Access in the Villages of India has 700 million people in more than 600,000 villages with a per capita income of Rs 20 per day (broadly 10k per year)
How can we double this? And other questions to be asked,
Can these Rural Areas even afford the Internet?
What would they do with the Internet, if they had it?
Can they afford Computers?
Can this Scale to all the villages in India?
And why do People in Villages need the Internet?
This thought comes from various real time cause evidences. First was a chicken pox infected village got help and cured just by a mail from an educated right man. A right man mailed to collector for help by technology and it is done. It cannot be true for all the cases but hopes for the best.
Then what we need for this is the list of requirements.
Technology and Connectivity, a Business Model, Services (Products) to sell, Marketing, Training. It is true - that good cause affects the environment for change very much slower than a bad cause - Yes It is true.
Cause' and Influence'
Cause and Influence will give the different meaning to consumers but not for the companies. Causes may be many but Influence will be one for any consumer. Finding out the causes and influences are the big challenge for any company. But if we look in the complexity wise, it's better to go with micro factors to handle instead of macro factors.
MIS-Marketing Intelligence System
To identify the Cause and Influence the MIS will help by identifying the causes and influences for the early acceptor than our competitors. So this system should involve needs continuous flow of information in developing strategies and tactics to identify those causing and influencing people than the environmental factors.
The following model can explain the MIS easily,
References:
-Towards Rural Wealth Generation' by Elizabeth Alexander VP Information Solutions, N-Logue Communications
-Influence' by Robert B. CIALDINI
-Industrial Marketing' by Stephen Excon-3rd Edition of CSSI Journal.
-Youths and Ethics' By Govinda sharma-Article in Deccan Herald, India.
