Professional Documents
Culture Documents
Advertising
Research
Foundation
Chicago, Illinois
October 24, 2005
Thesis
MARKETS ARE CHANGING.
Sponsorships
Product placement
Street-level promotion
Festivals
Mobile billboards
Marketing is Changing
2. Marketing must align better with sales.
Four Levels of Relationship
Hypothesis:
The integration of sales and marketing tends to progress
through four distinct stages or levels of complexity.
Caution!
The most appropriate stage for a company will depend on
many factors. More integrated will not always mean more
effective.
Buying Funnel
Handoff Sales
Marketing
Integrating Marketing
Into the Sales Funnel
Purchase Purchase Loyalty Customer
Intention Advocacy
Lego
– LEGO invites small groups of kids to see the company
facilities and work closely with product designers and
developers, model makers and marketing planners.
Marketing is Changing!
4. Marketing is moving toward more
financial accountability.
Marketing is Changing!
5. Marketing is automating more of the
company’s customer-related
activities.
Marketing Automation
IT reduces the cost of acquiring, analyzing, storing
and mediating information for customers and
company.
Product development 1
Direct marketing 1
Mass-media advertising 2
Strategic pricing 2