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Current Marketing Issues Seminar

Current Marketing Issues Seminar. BA635 Dr. Ed Forrest. The Essence of Marketing. Anything/Everything one does to facilitate exchange. Seller. Buyer. Whatever impacts Why-What-Where-When-How Exchange occurs… is (or becomes) an Issue…. ERGO. Society.

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Current Marketing Issues Seminar

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  1. Current Marketing Issues Seminar BA635Dr. Ed Forrest

  2. The Essence of Marketing Anything/Everything one does to facilitate exchange Seller Buyer

  3. Whatever impacts Why-What-Where-When-HowExchange occurs… is (or becomes) an Issue… ERGO

  4. Society Marketing Issuesin Perspective Marketing - part ofBusiness &Business - part ofSociety “Societal Change” creates “issues” for Business… which creates “issues” for Marketing Marketing Business

  5. Thus- in order to identify- anticipate- understand Marketing Issues in particular One needs to identify-anticipate-understand • Societal Change • in general

  6. Society Defined: A group of humans broadly distinguished by: • mutual interests, • participation in characteristicrelationships, • shared institutions, & • a commonculture

  7. In the final analysis marketing strategy is formulated to address… THUS- …become marketing issues Patterns of/changes to: human interests, relationships, institutions & culture… Hence- our search for marketing issues begins w/ examination of…

  8. Course Organizing Paradigm “… begin in a more or less inductive or empirical fashion by identifying what all civilizations have in common” Alvin Toffler, Previews & Premises (William Morrow & Co. New York, 1983) Page197

  9. All civilizations have: • an energysystem… • a method of producinggoods & services… • a system for distributing those goods & services… Energy, production & distribution are all … tied together… to form a TechnoSphere

  10. “All societies have some sort of communication infrastructure–

  11. Every civilization has a SocioSphere consisting of interrelated social institutions, associations, reference & affinity groups

  12. ‘PsychoSphere’ intimate relationships, subjectivity-personality • All societies operate within a BioSphere& have a PowerSphere-- authority allocated thru formal & informal political institutions

  13. POWER SOCIO PSYCHO TECHNO BIO INFO “Put together these spheres encompass most all that goes on in any civilization or society”

  14. SOCIO PSYCHO BIO INFO TECHNO When change rips across all Spheres… You have a paradigm shift in principles/processes that define a civilization…

  15. Our Place in Time September 6, 2012

  16. Nearing end 65 year cycle defined as Information Age-abt to enter Symbiotic Age • Hominid Age 2,000,000 • Homo Sapiens 100,000 yrs • Tribal Age 25,000 yrs • Agricultural Age 10,000 yrs • Scientific Age 380 yrs (1500-1770) • Industrial Age 180 yrs (1770-1950) • Information Age 65 yrs (1950-2015) • Symbiotic Age 30 yrs (2015-2045) • Singularity ~ 2045

  17. "In a time of change, it is learners who inherit the future. --The learned find themselves well equipped to live in a world that no longer exists." — Eric Hoffer

  18. to knowledge based economy to primary focus on information gathering, analysis & marketing As early as 1969Peter Drucker foresaw an “age of Discontinuity” w/ upcoming shifts: From manufacturing based economy From primary focus on engineering & manufacturing Drucker, Peter F. The Age of Discontinuity. Harper & Row Publishers, Inc: New York, 1969.

  19. In 1988 Drucker wrote“The Coming of the New Organization” • “by 2008 successful organizations “will be knowledge-based • … composed largely of specialists who direct … their own performance through organized feedback… from colleagues, customers & headquarters.”

  20. In early ’70’sDaniel Bell foresaw coming post-industrial society-- that would: • Shift from a goods-producing to service economy • Be dominated by professional & technical class • Be knowledge driven • & Future oriented "Coming of Post-Industrial Society: A Venture in Social Forecasting; 1973

  21. 1980- Toffler’s 3rd Wave • First Wave ~8000BC • Hunter Gatherer To Agricultural Age • Second Wave ~1750’s • Agricultural Age To Industrial Age • Third Wave ~1950’s • Industrial Age To Information Age

  22. Computers emptied factories • & gave us paper-work in offices • As Machines emptied countryside... • & gave us factory-work in cities

  23. 3rdWave of Civilization 3rd iteration of Industrial Revolution 3rd iteration of Web Evolution 3rd iteration of Marketing Mind-Set ~ 2 decades away from the Singularity

  24. Social Wave Theory: When all Spheres totally transformed a new Civilizational-Wave rolls over preceding waves

  25. 1st Wave 2nd Wave 3rd Wave KEY COMMODITY • CAPITAL • Like land- a zero sum commodity* • Necessary for control of Production-Labor & Raw materials • LAND • Basis of economy • Life organized • ‘round village • Economy • Decentralized • Every village produce most of its necessities • Information • Uniquely different from previous key commodities

  26. What’s so different about information? • Expandable- infinity expansive commodity • Transportable-geography no longer matters • Compressible-can be summarized, encoded • *Sharable-Value increases when shared

  27. New Technologies powered by New Energy sources enabled mass production… Adam Smith -1776-w/ the pin lesson & concept of“man-ufacturing” Applied in 1908 by Ford in production of Model T Production • The Pin: • One craftsman = ~20 pins/day • Break into 18 steps- • 10 workers-each 1-2 specialized tasks = 4,800 pins/day

  28. The Model TRequires 7,882 tasks requiring: “949 strong men 3,338 ordinary men 670 legless 2,637 one legged 2 armless 715 one armed 10 blind men”* Division of Labor • Characterized by: • Hi energy input • Hi waste pollution • Low skill • Repetitive work • Standardized goods • Centralized control *autobiography

  29. Today: Production • Labor -Automated • Scale- Customized/Personalized

  30. TechnoSphere-Energy • 1st Wave: MANIMAL winches, wedges, catapults, winepresses, levers & hoists –amplified by man & animals • 2nd Wave -Electromechanical – “w/ moving parts, belts, bearings & bolts– clacking & ratcheting along”

  31. Initial Electro = Hydro & Direct Current necessitated Local Sourcing Alternating allowed Central Utilities w/ Long-D Dist.

  32. Info-Processing, Applications & Storage 2020 2010 2030

  33. “for past 30 years searching for a new paradigm ..I came to realize --great economic revolutions in history occur when newcommunication technologies converge with new energy systems”

  34. IR 1.0 - 19th century Steam-powered print technology became the communication medium to manage the coal-fired rail infrastructureand the incipient national markets of the 1st Industrial Revolution

  35. IR 2.0- 20th century Electronic communications--the telephone and later, radio television--became the communication medium to manage & market theoil-powered auto age & mass consumer culture of the 2nd Industrial Revolution

  36. IR 3.0- 21st century …”mid-1990s…a new convergence of communication and energy was in the offing. Internet technology & renewable energies create powerful new infrastructure for a3rd Industrial Revolution (TIR) that would change the world”

  37. Info & Energy Internets • In coming era, hundreds of millions of people will produce their own green energy in their homes, offices, and factories and share it with each other in an "energy Internet,“* just like we now create and share information online. • The democratization of energy will bring with it a fundamental reordering of human relationships, impacting the very way we conduct business, govern society, educate our children, and engage in civic life. *Smart Grid

  38. Lateral- Collaboration • “The Third Industrial Revolution is the last of the great Industrial Revolutions and will lay the foundational infrastructure for an emerging collaborative age. • In the coming half century, the conventional, centralized business operations of the First and Second Industrial Revolutions will increasingly be subsumed by the distributed business practices of the Third Industrial Revolution; and the traditional, hierarchical organization of economic and political power will give way to lateral power organized nodally across society.”

  39. The INFOSPHERE 1st Wave 2nd Wave 3rd Wave • Mass • Mediated • 1:Many • Newspaper • Magazine • Film • Radio • TV • Interactive • Virtual • Any 1:Every 1 • Networking: many-to-many • Internet • WiFi • Cellular • Satellite • Interpersonal • Face to face • 1:1 • Augmented by: • Listening post • Distance Runner • Town Crier • Pigeon • Pony Express

  40. Qualitative Evolution:

  41. Web 1.0 (‘90’s) • Sites = read-only static pages & files • .. click a page & wait. Sites were huge, bloated & buggy • The paradigm=l folders & directories… • Marketing rooted in Mass Media Techniques

  42. Web 1.0 vs. 2.0

  43. Enrich the structure of the Web • Improve -search, collaboration, publishing, advertising • Enables applications -more integrated & intelligent • Transform Web from fileserver to database

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