Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to profit from changes. It illustrates the key issues facing the fast moving consumer goods industry and provides an analysis of cutting-edge management research and academic insight.
Author(s): Susan Baker
Edition: 1
Year: 2003
Language: English
Pages: 218
New Consumer Marketing......Page 3
Contents......Page 7
Foreword......Page 11
Acknowledgements......Page 13
About the Author......Page 15
Introduction......Page 17
Meeting the Challenges......Page 19
Overview of the Book......Page 22
1 Earthquake!......Page 25
Marketing in Crisis......Page 26
The Evolution of Marketing......Page 28
The Rise of Relationship Marketing......Page 30
The Test of CRM......Page 31
Changes in the Macro-Marketing Environment......Page 34
Implications for Consumer Marketing......Page 37
Summary Points......Page 38
Consumption in Transformation......Page 39
Expansion of the Consumer Concept......Page 40
Defence of Consumer Rights......Page 41
A New Kind of Consumer......Page 43
New Consumers Are Exercised By Time......Page 44
New Consumers Lead Complex Lives......Page 46
New Consumers Are Marketing Literate and Highly Demanding......Page 47
New Consumers Are IT Enabled......Page 48
Implications for Consumer Marketing......Page 49
Summary Points......Page 50
Key Issues for Brand Owners......Page 53
The Force of Globalization......Page 54
The Debate about the Future of Manufacturing......Page 55
The Growth in Retailer Power......Page 56
The Need to Balance Cost Reduction and Sales Growth......Page 57
The Retailers’ Response......Page 58
Trading across Multiple Locations......Page 59
Editing Choice in Store......Page 60
Pursuing Customer Loyalty......Page 61
Summary Points......Page 64
New Consumer Marketing – What Is it?......Page 67
A Response to the New Consumer......Page 68
A Response to the Interactive Marketplace......Page 69
A Response to Ineffective Consumption Management......Page 70
Adopting Value-Centricity......Page 71
Applying Science......Page 73
Breaking out of Binary Thinking......Page 74
New Consumer Marketing – Who Is Involved?......Page 76
Summary Points......Page 77
To Recap .........Page 79
Addressing the Concerns of Brand Owners and Retailers......Page 81
Developing Real Consumer Responsiveness......Page 82
The New Consumer Marketing Model......Page 83
6 Value Definition......Page 89
Identifying the Factors that Enhance, Maintain and Destroy Value......Page 90
Understanding the Meaning of the Value Factors......Page 94
The Role of Traditional Market Research in Value Definition......Page 95
Using Quantitative Research......Page 96
Using Qualitative Research......Page 98
Need-States Analysis......Page 102
Using Database Systems......Page 104
Using CRM Systems......Page 105
Using Front-line Staff......Page 107
The Role of Segmentation in Value Definition......Page 108
Creating a Segmentation Analysis......Page 109
The Role of Insight Generators in Value Definition......Page 113
Summary Points......Page 115
7 Value Creation......Page 117
The Role of Innovation in Value Creation......Page 118
Consumers as Innovators......Page 120
Innovation through Process or People?......Page 122
Innovation as a Dynamic Capability......Page 123
A Radical Approach to Innovation......Page 125
The Role of New Product Development in Value Creation......Page 127
The Role of Branding in Value Creation......Page 129
Building Successful Brands......Page 132
Emerging Brand Issues......Page 135
The Role of Positioning in Value Creation......Page 136
Drawing out the Emotional Message......Page 137
The Positioning Process......Page 139
The Role of Price in Value Creation......Page 141
The Evaluation of Value......Page 142
Summary Points......Page 145
The Role of Agility in Value Delivery......Page 147
The Role of Media and Channels in Value Delivery......Page 149
Making the Most of Media Choices......Page 152
Making the Most of Channel Choices......Page 155
The Role of Service in Value Delivery......Page 157
Creating a Service Strategy......Page 158
Recruiting and Motivating Staff......Page 159
Empowering Employees to Live the Brand......Page 162
The Role of Technology Integration in Value Delivery......Page 164
The Role of the Supply Chain in Value Delivery......Page 168
Competing through the Supply Chain......Page 169
Consumer Responsiveness through Time Compression......Page 170
Summary Points......Page 175
9 Demand System Management......Page 177
The Role of Intuition in Demand System Management......Page 179
Culture......Page 181
Structure......Page 184
Leadership......Page 186
Vision......Page 187
Values......Page 188
The Role of Employees in Demand System Management......Page 191
The Role of Knowledge Management in Demand System Management......Page 195
The Role of Planning in Demand System Management......Page 197
The Role of Measurement in Demand System Management......Page 201
Summary Points......Page 203
Concluding Remarks......Page 204
Notes......Page 205
References......Page 207
Index......Page 213
