2016年5月12日星期四

HKSTP DIY Marketing Workshop 1 – What is Marketing

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


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:
20151203: HKSTP DIY Marketing Workshop – Marketing Research - http://qualityalchemist.blogspot.hk/2015/12/hkstp-diy-marketing-workshop-marketing.html


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