les trois probnlèmes du markt

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

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les trois probnlèmes du markt