MBA at 2008 and in 2009

In 2008 we witnessed an unprecedented global financial crisis

many big companies went bankrupt, many others are at the verge of bankruptcy

MBA is not management, is not business administration , but more importantly MBA is a degree giving you a systematic thinking in how to understand business and how to solve problems toward a prosperity

2008 financial crisis provided a fertile ground for those who are involved in business either practically of theoretically or better situation both

many valuable research articles and book will be published in 2009m and successive years covering 2008 financial crisis

from finance, economics, accounting, strategy, marketing and operation disciplines researchers are prone to work and scrutinize countless dimensions of this catastrophic phenomena

all leaders from developed countries to developing courtiers are gathering together and negotiating in masny ways to extinguish these fire storms

japan's GDP is dramatically decreasing, Germany's industrial growth is becoming negative, America the giant of giants is getting on its knees

accordingly, it has been frequently said that, global business governors have to set a new set of rules and criteria

i personally have planned some research to address this fertile ground from branding, knowledge management and strategy perspectives

the critical question here is this,
how can you help them is this way?

the combination of marketing channel and information technology in Mobile Marketing...!wowwwwwww...!!

yes
it is true....

MOBILE MARKETING

marketing and advertising through mobile phones

it is wonderful! why ? because mobile phone is getting necessity and every one wanna have one ,use one and play with it
people communicate almost everywhere via this digital fruit of modern era

so marketers can target their consumers through

1. SMS,
2. MMS,
3. bluetooth
4. messeges
5. and even games

sent to and built on mobile phones.

it has strong compatibility with today technologies and also has enough potential to be modified for future need,demand and expectations.

according to web research we can define mobile marketins as :

"

Mobile Marketing can refer to one of two categories of marketing. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a mobile phone. Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards.

Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.

Over the past few years SMS has become a legitimate advertising channel. This is due to the fact that unlike email over the public internet, the carrier who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the MMA (Mobile Marketing Association), as well, has established guidelines and evangelizing the use of the mobile channel for marketers.

Mobile Marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone"(wikipedia)

lets customize ourselves because consumers are sovereign

in pursuit of completion of marketing management evolution,to day i would address some manifestation in last wave of marketing dominance.

as i mentioned before,marketing over decades has come across with 4 different phases concerning who dominate the market and whose power runs the market.

today ,due to some technological achievements and advancements,consumers have a quite wide spectrum of choices regarding products and brands in almost all categories. they have access to Internet for comparing brands and products,
the have ability to freely criticise companies and their products.
they can accept or reject any products anywhere and anytime.
they easily and strongly bargain

all companies are aware of these threatening trends.

in one hand companies want to make profit and retain their consumers and in another hand consumers are being fickle and savvy,

bargaining power of consumers is increasing and simultaneously bargaining power of manufactures is declining.

what is your suggestion,strategy and tactics to nullify these disrupting waves.......?

YES....
You are right.

companies must amend and modify their strategies,products,services and even products's core attributes and characteristics over time to hold consumers satisfied and loyal

this is called consumer-centred strategy and those companies who articulate and implement this strategy are termed consumer-centric companies.

companies need to be flexible and intelligent ,flexibility and compatibility should be seen at all levels .therefore....

this strategy necessitates adoption of modern organizatioal wide technologies from manufacturing to distribution and sale.



conceptualization of consumer-driven marketing has brought about emerging different phenomena like:

1. customization.
2. personalization
3. localization
4. internationalization
5. transnationalization
6. standardization
7. mass customizationm

in subsequent posts i will address to these topics....

good luck

the last wave is consumer supremacy.......

in today's market,consumers have ability to support or to sue companies ,being loyal or switcher,bargain upon price and quality,shop online or offline,buy from local producers or foreign manufacturer,the are able to sear for information about almost everything,they have been completely awakened about brand ,products and market.

so they are king of market ,they are sovereignty and have enough power to direct market toward any destination either prosperity or bankpurtcy and collapse.

therefore marketing managers should keep consumers satisfied ,no matter how,that is the sole role of running and governing business in this era.

globalization,information and knowledge revolution,IT and WWW phenomena all to gather have strengthened consumers as much as a king to master the market,hence companies need to do something in order to their persistent survival and this is nothing but customization,localization and personalization

so,in better words ,today's industry has to amend itself and adjust its performance according to consumer's growing expectation,needs and requirements ,only through this way they can survive and make profit.

this trend is called consumer's kingdom and theoretically is claimed as the last phase of marketing management evolution.

hopefully ,i will explain the major concepts involved in this emerging trend,

cheers

ARASH

secend phase of marketing evolution....

in continuation of marketing management chronicle,today i address to the second phase of marketing evolution in which the power shifted from manufacturer toward marketers or in other words retailers and distributors.

In this phase due to some development in industrialization and emergence of mass media which gave rise to more dynamic advertising,marketers dictated to manufactures what ought to be produced,how much and how it should be marketed,along with this trend consumers came across with a wider variety of products and brands and found themselves able to freely criticize manufacturers and middlemen or intermediates and facilitators who were involved in marketing and distributions.

In that era ,we had no customization or even localization ,hence market was launched by standardized products,price war was hidden and companies which had dominance were able to get monopolized and form some colonies within markets

Another important characteristics of that age can be non-globalization marketing or superficially international marketing which was restricted to those firms which had strong financial capabilities to govern market.

but due to some global-wide trends that would result in some metamorphoses in marketing management this phase forced to shift toward the last phase.

in the next post i will explain the last phase and talk about what happened and is happening in marketing management from a holistic view.

regards

MARKETING REVOLUTION-part 1

forget 2007 smile to 2008

Today i would highlight some significant trends in the history of marketing science, i am not going to scrutinize these trends and also i don't address to marketing chronicle .

marketing's history from a holistically perspective has experienced four turning points in response to the ownership of the power for dominating the market or in the other words ;finding the answers for these two "whose power runs the market? By whom market is governed ?

addressing this topic necessitates the study of supply chain and also acquainting with different components of supply chain

generally the concept of supply chain( which is defined as a entire process of supplying products from inception -acquiring raw material to the end and selling final products) and marketing management has a common face which is considered as marketing channels or marketing distribution channels .

in this sense MM-marketing management - and SCM-supply chain management-overlap with each other . however 6 components are common among these two which are cited as below

• supplier or OEM(original equipment manufacturer)
  
• manufacturer


• wholeseller


• retailer


• faciltator
  
• final consumer
  

from this viewpoint historically marketing study has four phases:

1. wholesaler phase


2. manufacturer phase
   
3. market phase


4. consumer phase
   

Therefore , we can count three shifts in power over the life of the marketing science.

from wholesaler to manufacture, backs to first phase at which wholesaler had the dominance over the market they dictated to producers what should be produced and how much should be produced ,final products were standardized and consumers had little or no chance to compare different brands or products ,(Ford B) this sovereignty had been shifted to manufacturer through their modern industrialization which gave them power to order market .consumer had to chose whatever they produced and also wholesalers offered what manufactures distributed to them,but due to competitton among manufacturers products had been offered with a low level of differentiation and consumers had a little chance to seek various products .

in the upcoming posts i will explain other phases...

cheers