Page 133 - MYM 2015

True Partnerships between
Consumers and Marketers
in the Age of Marketing 3.0
Minhi Hahn PhD Jooyoung Lim
Abstract: Philip Kotler, in the1960s, has started three important directions in marketing: integrating the Segmentation-Targeting-Positioning Marketing (STPM) paradigm, broadening marketing in to nonpro t sectors, and proposing humanistic societal marketing. The STPM paradigm has been the dominant paradigm in marketing not only in for-pro t sectors but also in various nonpro t sectors. The perspective of humanistic societal marketing has received less attention untilthe2008 nancial crisis. Today’s consumers demand marketers to deliver happiness and publics ask them to incorporate others-oriented values contributing to the society.
In this article, we discuss true partnerships between consumers and marketers that can deliver such happiness and social contributions. We present a framework called True Partnership Marketing (TPM). TPM aims at earning people rather than pro ts, at least in short-term periods. By pouring hearts into marketing, marketers can earn true partners by delivering happy moments that consumers would memorize for a long time. The partnerships can be reinforced by managing experiences with hearts generating feelings like grati cation or gratitude. Also, marketers can enrich the partnerships by working on partnered activities that contribute to social values.
Korean marketers are familiar with pouring their hearts into marketing. Their main strengths come from such marketing. However, from the perspective of TPM, they need to do better in many areas including reinforcing partnerships and partnering with consumers in social contribution activities. We summarize the discussion by listing to-do’s for marketers implementing TPM in the age of Marketing 3.0
“Sometimes, a pack of cookies can give a person a happy moment that she or he will never forget through her or his whole life.” (Yang, 2006, p.25)
Introduction
n 1960s, Philip Kotler has initiated three crucial directions for modern marketing. First, he has integrated concepts of segmentation, positioning, and marketing mix into a framework of the Segmentation-Targeting-Positioning Marketing
(STPM) paradigm (Kotler 1967). Also, Kotler & Levy (1969) have initiated the broadening of marketing suggesting that the STPM can be effectively applied to nonpro t sectors (Kotler & Levy 1969). Lastly, Kotler has proposed that marketing should become humanistic marketing, and has predicted that marketing concept will evolve into the societal marketing concept. Since then, STPM has turned into the dominant paradigm in
marketing practices. Also, organizations in nonpro t sectors, such as governments and charity organizations, have applied STPM to effectively achieve their goals. Meanwhile, the perspective of humanistic societal marketing has received less attention from marketers or publics until the 2008 nancial crisis.
In the age of Marketing 3.0 (Kotler, Kartajaya & Setiawan 2010), consumers’ happiness and marketers’ social contribution are the two key words in marketing. Hsieh emphasizes that the vision and purpose of Zappos is about delivering happiness to the world (Hsieh 2010). SK group in Korea states that the ultimate
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