The DIY Marketing Workshops Series
aims to help technology companies to know the basic concept of marketing and
apply in their businesses and there are 5 workshops series organized by Hong
Kong Science & Technology Parks Corporation (HKSTP) from 12 May to 12 July
2016. The first workshop named “What is
Marketing?” which held on 12 May 2016.
Before the workshop, my colleage Mr. Antony Kwong (Assistant Mgr,
Marketing, HKSTP) introduced the series of workshop and Prof. Samart Powpaka.
Prof. Samart Powpaka (Associate
Professor, Marketing Department; and Director of MSc Program in Marketing, CUHK
Business School of The Chinese University of Hong Kong (CUHK)) was our guest
speaker. The first workshop is the overview.
In the beginning, Prof. Powpaka
introduced different definition of Marketing. I summarized as below:
1) American Marketing Association (AMA) definition in 1985: Marketing is
the process of planning and executing the conception, pricing, promotion, and
distribution of goods, services, and ideas to create or facilitate exchanges
that satisfy individual and organization objectives. (Marketing is viewed as an organization
function.)
2) AMA definition in 2004: Marketing is an organizational function and a
set of processes for creating, communicating, and delivering value to customers
and for managing customer relationships in ways that benefit the organization
and its stakeholders. (Marketing is
viewed as a management philosophy for managing an organization as well as a
organizational function.
3) AMA definition in 2013: Marketing is the activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large.
(Marketing is viewed as a management philosophy for managing a supply chain as
well as an organizational function.
Then Prof. Powpaka explained the
different between Goods and Services.
After that Prof. Powpaka
introduced the concept “Marketing as a Management Philosophy (MaaMP)”. He said the characteristics of a
marketing-oriented firm included “Long-term focus”, “Customer focus”, “Competitor
focus” and “Interfunctional / Interdepartmental coordination/integration.”
There are 6 eras of marketing as
management philosophy/orientation:
- Product Orientation
- Production Orientation
- Sales Orientation
- Marketing Orientation
- Societal Marketing Orientation
- Relationship Orientation
- Production Orientation
- Sales Orientation
- Marketing Orientation
- Societal Marketing Orientation
- Relationship Orientation
When discussed the Societal
Marketing Orientation, Prof. Powpaka draft the prism of CSR and then he told
use that it should be upside down the sequence for Societal Marketing Orientation.
Reference:
HKSTP - http://www.hkstp.org
20151203: HKSTP DIY Marketing
Workshop – Marketing Research - http://qualityalchemist.blogspot.hk/2015/12/hkstp-diy-marketing-workshop-marketing.html
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