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8/4/2019 les trois probnlmes du markt
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New Marketing and the sourcesof the competitive advantage
How customer-centric orientationand IT remodel the basis of
competition.
http:/ / christophe.benavent.free.fr Professor University of Science and Technologies of Lil le.
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The basic hypothesis
Differentiationthrough products,services, andbrands, to createa preference,maintain highprice and win thechoice game
Insulating the customer frominfluence of competitors througha process of domesticationwhere the choice is abolished
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The two dimensions of
customer management
Importance of changingbehavior relationshipManagement
Importance ofdiscrimination Managementof diversity
CustomerStrategy
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Integrative frameworkThe customer management model
Acquisition(transaction)
Retention(relationship)
Development(experience)
Lost
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Concept synthesis
EmotionConsumptionexternalities
TrustCommitment
Switching cost
AttitudeProduct
satisfaction
Key concepts
Level ofconsumption
Retention rate
Life time
Market share
Choiceprobability
Performancecriterion
ValueLoyaltyPreferencegoals
ExperientialMarketing
RelationshipMarketing
TransactionalMarketing
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Marketing conceptContext : Package goods in a mass-market environmentwhere communication and distribution is mediated by mass-organization.
Goal : obtain a strong preference for the brand and win thechoice game.
Means : a favorable attitude and product satisfactionobtained through a good product design, an acceptable price,
brand communication and trade-marketing
Improvements : Brand equity, ECR, Product Value, andthe marketing orientation
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Relationship marketingContext : Services and BtoB products distributed through acontrolled of direct channel where repeated transactions areembedded in a complex interaction system.
Goal : Locking-in the consumer and inhibit its choice process,customer retention.
Means : Building switching cost, developing commitment andtrust, personalizing interface and products.
Improvements : CRM, Data Based marketing, Mass-Customization, Interactive Marketing
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The Experiential MarketingContext : Entertainment and information markets wherethe value of goods depends on different kind of externalities :network, consumption, standards.
Goal : Increase the value and level of consumption.
Means : Emotional control, education, cross-selling, brandalliances and product bundles, time-pacing consumption .
Improvements : not well established as the concept isemerging
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The New Consumer (1)Autonomy and independence :
Des-institutionalization of relationship andauthority (strong link).
Growing importance of communities (weak link).
More references group.
toward a connected society.
Experience, information and knowledge
Finer evaluation of needs.A broader scope of choice and creative solutions.
More sophisticated response to insatisfaction
equity, responsibility become essential.
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The New Consumer (2)A Replete Consumer :
Toward higher order needs
Incitation for variety search
A more risk adverse consumer
shift from needs to values.
The imperative of re-socialization and re-charming social-life
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The I.T. implicationsThe consumer side :
Giving a transactional advantage (Differenciation)
Reinforcing relationship (Personnalization)
Developing the experience (Sense meaning,valuation)
The company sideReducing transaction costs and increasing scope
economies (Economy)Increasing the control of customers (Domestication)
Building a new community (Socialization)
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Giving a transactional advantagePurposes : influencing preference and choice.
Means :
Personnalization
More soft benefits (training, information)
Examples :
A service/solution-oriented approach of that
give more benefit to the patient and thepractitioner (Faq, website.).
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Reinforcing the relationshipPurposes : Locking the customer through highswitching-cost or high level of commitment
Means :Build interactive communication channels.
Developing practices community.
Examples :Website designed to follow-up the patientsby the practitioner.
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Developing the ExperiencePurposes : Developing more value fromexperience.
Means :E-Training and information
Example :
A e-training program designed for GP, specialist.Research program with an involvement of somepatients and GP.
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Reducing transaction costsPurposes : increasing the commercial productivity.
Means :
Order on-line (where possible)
Micro-marketing project
Example :
Wide use of datamining to target pharmacies and
GP
Direct marketing program designed forheterogeneous targets.
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Increasing controlPurposes : Improving the capability to react tochange at the patient, GP, Pharmacy level.
Means :A tightened cost analysis system
Tracking systems
Quality of life monitoring
Example : Faradis +
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Building new communitiesPurposes: organize the stakeholder in one broadand interactive community around the brand.
Means :Changing the role of sale force : not onlypromoting or informing but being real go-between
Example :Creating a new role : e-moderator
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A dynamic ressources
approachSources of competitive advantagescomes from
Capability to discriminate.
Capability to converse with the customer.
Capability to give them meanings and
value.Capability to organize them in community.
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The Ressource Value Based ModelCustomer portfolio specificity and value
Fine-tuning learning processes
Organizational fit
Marketing competencies as a competitiveadvantage and learning processes.
Rare
Valuable
Inimitable
Non substituable
Recommended