forumforfuturemarketing

by Sarah Brecht, Marc Vogelsang and Adrian Saile

Marketing 3.0: From Products to Customers to the Human Spirit.
Marketing Values to Channel Partners (Chapter 5)
Philip Kotler (et. al.)

The trend of globalization is interrelated with the need to enter undeveloped markets to generate profit or value. Traditional kinds of distribution might not work in those markets since social, economical and ecological matters differ from those in developed markets. Furthermore, there are no developed consumer interfaces, which have to be developed in cooperation with regular channel partners, who offer the know-how and contacts for the respective market.

On the other side, there are the developed markets in industrialized countries, where the societies become more sophisticated and demanding, which requires new kinds of distribution but on another level. Basic needs of consumers lose importance and are replaced by higher customer needs, which require consideration of social and ecological factors. In this „era of post-growth society“ (James Speth) customization as a result of technologically advanced distribution becomes less important, while channel partners, who can communicate certain aspects to the customers, rise in importance. Channel partners also offer customer service and most importantly give the companies access to new clienteles.

by Sarah Brecht, Marc Vogelsang and Adrian Saile

Marketing 3.0: From Products to Customers to the Human Spirit.
Marketing the Vision to the Shareholders (Chapter 6)
Philip Kotler (et. al.)

In Order to look inside a possibility to change the goals of companies and the way they are presented, it is important to show the status quo of thinking in many companies: the alignment of goals according to the profit of shareholders.
In most cases, the purpose of a company is to fulfill short term expectations of shareholders, even if this happens at the expense of value-adding investments.