Lecture on Modern Marketing Strategies

Introduction

Key Topics:

1. Challenges for Italy
2. Building a good marketing and sales organization
3. Evolution from traditional to digital marketing
4. Marketing 3.0 and social responsibility

1. Challenges for Italy

• Globalization: Need to globalize and choose growth markets (e.g., China, India).
• Regional and National Conflicts: Balancing local, regional, and national interests.
• Internet and Social Media: Living in a connected digital civilization.
• Hypercompetition: Fast replication of successful products (e.g., Tesla).
• Digital Media Networks: Importance of influencers with large follower bases.
• Comparator Indexes: Using Good Company Index for consumer choices.
• Retail Challenges: Growth of online shopping affecting physical stores.
• Environmental Issues: Consumers favoring sustainable companies.

2. Building a Good Marketing and Sales Organization

Organizational Assessment:

• Rate effectiveness in various areas (e.g., finding new opportunities, marketing research, innovation, communication, efficiency in sales force, distribution channels).

Market Opportunity Examples:

• Old Industries with New Ideas: Starbucks (experience over product), Zara (frequent inventory changes), Zappos (happiness focus).
• New Industries: Software, robotics, bioengineering, 3D printing.
• Country Focus: Asia, Africa for market expansion.
• Price Innovations: Example of Tata Nano in India.
• Luxury Market: Targeting the new billionaires in emerging markets.

Corporate Social Responsibility (CSR)

• Value-driven companies (e.g., Starbucks, Unilever).
• Increasing importance of sustainability and social good.
• Larry Summers' Prediction: Slow economic growth.
• Optimistic Views: Diamandis'