Page 137 - MYM 2015

Mass Marketing
STP Marketing
STP Marketing in the digital age
True Partnership Marketing
Role of marketing
Supply necessities to people
Ful ll needs of target consumers
Ful ll needs of personalized and globalized consumers
Deliver consumer happiness and make social contributions
Premise
Homogeneous consumers Choose by price
Heterogeneous consumers
Choose to t needs
Heterogeneous consumers
Actively communicate
Heterogeneous consumers Use right and left brains
Competitive advantage
Economy of scale Greater marketing share
Better value to target consumers Differentiation
Platform & mass customization Managing relationships
Organizational culture of hearts Delivering happiness
Focus of control
Cost and productivity
Marketing research, R&D, product planning
Database and its analysis
Utilization of digital technology
Earning partners, and Reinforcing and enriching true partnerships
Marketing mix elements
Product, Price, Place, Promotion
Consumer needs, Cost, Convenience, Communications
Consumer solutions, Cost,
Convenience, Communications, Connectivity
Consumer purposes, Partnering, Offering, Channeling, Transacting
Typical goals
Short term pro ts Short term market share
Pro ts Brand equity
Pro ts Customer equity
Mission-oriented long-term goals
Consumer happiness Others-oriented social goals
Consumer goals
Physiological and safety needs
Social, self-esteem, and self-actualization needs
Social, self-esteem, and self-actualization needs
Happiness
Ful lling various needs
Stage of economy
Underdeveloped
Developing and developed
Developing and developed
All including underdeveloped
Table 3. Comparison of marketing paradigms
continuously delivering happy moments, and (3) enrich the partnership by contributing to the society together with partnering consumers. These three stages are the focus of control for marketers of TPM. Third, marketers pursue multiple goals, such as marketing ef ciency, delivering happiness, and achieving others-oriented values. Marketers need to harmonize among various goals. Especially, they should harmonize hearts with ef ciency. Marketers will feel more dif culties in making marketing decisions. The wisdom of Confucian philosophy of “Zhong Yong” may be needed. It says wise people should nd the golden mean harmonizing many goals rather than seeking one goal at the price of other goals. Marketers’ strategies focus on transactions with partners rather than discriminating consumers. Fourth, hearts become a key factor for the success of marketing. Without pouring hearts, marketers cannot deliver happiness to consumers. And, without sharing hearts between consumers and marketers, true partnerships cannot last. Last of all, marketers need to
include goals of social contribution, such as narrowing the happiness divide. To be successful, marketers should manage social contribution as collaborated activities with partnering consumers. Marketers need full commitment of partnering consumers to their socially-oriented activities. In TPM, we list consumer purposes, partnering, offering, channeling, and transacting as marketing mix elements. To emphasize that consumers seek for happiness rather than myopic needs ful llment, we use consumer purposes instead of consumer needs. Marketers should understand consumers’ long-term purposes that will truly contribute to their happiness. Moreover, we replace partnering with segmenting, targeting, and positioning to emphasize the warm partnerships with consumers. Partnering does not emphasize the discrimination between the groups of consumers.
In summary, marketer-consumer partnering in TPM pursues more than just short-term and self-oriented
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