1. Veikko Laine Export Marketing, general What is Marketing ?

2. Veikko Laine Export Marketing, general Question: … what is… Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (P. Kotler, 2001) Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. ( American Marketing Association, 2004) …do you / can you remember this ? …

3. Veikko Laine Export Marketing, general Question: … what is… Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (P. Kotler, 2001) Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. ( American Marketing Association, 2004) NOTE !: Questioning (= posing of –right- questions), is your most powerful marketing tool. => …a question controls the answer… …”you get what you ask”…

4. Veikko Laine Export Marketing, general Marketing can be a very expensive activity. Key to success Why is marketing needed ? (…different question… = diff. answer) Marketing produces EXCHANGE

5. Veikko Laine Export Marketing, general What is the most important, the most expensive task in Marketing ? Key to success

6. Veikko Laine Export Marketing, general The most important AND most expensive task of any Marketing is : information distribution - to distribute information to the customers so that it supports their activities - to search and receive information from the customers so that it supports the activities of the company Key to success

7. Veikko Laine Export Marketing, general What What kind Why Where When Who to Whom How How much/man y Is it / is it not... MarketingCompanyCustomerProductDecisionmaking Comparison of the ”Material” with which You work : EngineeringMarketing Concrete Specifiable Measurable Simple Predictable Controllable ”Not living” No free will ”…do the things right…” etc. etc Abstract Difficult to specify Hard to evaluate Complex Difficult to predict Problems in control - Living - - Free will – ”…do the right things…” etc. etc

8. Veikko Laine Export Marketing, general There is no precise theory of marketing !! => There is no single, - the very one and only correct way of marketing => All endeavours are correct… However, some ways are more efficient (in terms of money & time !) than others… …as long as they bring results Theory

9. Veikko Laine Export Marketing, general (“Theory” => knowledge of...what, how to... etc.) Why study theories? What´s the use? Theory => Acting, w/o a Theory, leads at - it´s worse, to Chaos!! =>Theory (= “knowing”), w/o acting is, at - it´s best, the profession of a Teacher...  => Nothing is so “strong” (= directing of actions) as a proven theory.

10. Veikko Laine Export Marketing, general Theory

11. Veikko Laine Export Marketing, general Here Comes Marketing Theories

12. Veikko Laine Export Marketing, general The Mother of Strategy is …limited resources The resources must be focused on profitable targets (profitable = high ”output / input” ratio) … => prioritize. Reasons : If you attack 360 degrees, - you advance nowhere ! If you serve everyone, - you serve no one ! (…there are > 6 billion people… !) Strategy is, at its best, as good as the information on which it is based ! Marketing Strategy

13. Veikko Laine Export Marketing, generalSegmentation ?

14. Veikko Laine Export Marketing, generalSegmentation …compare… ”…you go to the forest, for hunting … and …you go to the sea for fishing…” not oppositely, …or obscurely… As a hunter / fisher, you know where the catch is, what it eats, what it likes, dislikes, how it moves, when it is on the move, etc. ”The Catch = Customer” ”The Living Surrounding = The Market” => … hence, you know what you should do in order to … (this analogy, comparison is naturally clumsy and faulty in the respect that your aim is not to kill the customer, but to gain a Win-Win situation => …symbiosis…)

15. Veikko Laine Export Marketing, generalSegmentation All customers are different, do have similarities in their characteristics BUTmany potential customers Find these similarities : closeness (cultural), area, company & product similarity, buying procedure, earlier experience, highest possibility of success, development level, etc. etc. In the long run you have customer segments A, B and C : Customer % of No. / % of sales => action plan A20 % / 80 %xx B30 % / 15 %yy C50 % / 5 % zz

16. Veikko Laine Export Marketing, general Decision Making To make decisions, The results of today´s decisions come up in future Decisions, at their best, are as good as the information on which they are based The decisions go through the consecutive phases : cognitive (rational, facts, numbers) affective (emotional, feelings, …images…) operative …(actions)… …affective…=> …is to take risks… Fear, Uncertainty, Doubt = FUD…

17. Veikko Laine Export Marketing, general Ladders of Development Unconscious incompetence ”layperson” Conscious incompetence ”novice” Conscious competence ”expert” Unconscious competence ”true specialist” Time and Work New Area