Summary: Themes

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• 1 Theme 1

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• Aim of subphenomenal marketing

  enhance consumption experience and to protect the consumer form insidious marketing (consumption experiences and sensory systems)

• what is interfunctional coordination

  coordinated utilization of company resources in creating superior value for target customers. Based on customer and competitor information and comprises the business coordinated efforts to create superior value

• What is the effect of market orientation on profitability for commodity and non commodity?

  The effect of a marketing orientation in commodity focused on the short term reduced profitability, because these businesses are generally less adaptable because they are natural resources with same quality. For non commodity busiensses this increases profitability on the short term
  You should invest 100% or not in MO if you want to differentiate.

• What are the 5 characteristics  of emerging markets argued by Seth?

  1. Market heterogeneity
  2. Sociopolitical governance
  3. Unbranded competition
  4. Chronic shortage of resources
  5. inadequate infrastructure.

• Socio political governance

  • public policy matters
  • faith based institutions
  • rethink theories (liberalization, privatization)

• Core assumptions rethinked by Sheth

  1. Market orientation
  2. Market segmentation
  3. Differential advantage

• Why and how is growth of emerging market inevitable according to Seth?

  1. new markets
  2. all advanced markets are aging, stagnating
  3. global competition due to liberalization
  4. middle class
  5. democratization of information, communication an technology

• What is inclusive marketing in terms of emerging markets?

  The way one can serve a vast majority of consumers with innovative access and make products or services affordable to them

• what marketing capabiltiies are build by fast growing companies and how do they lead the marketing function

  1. Big insights:consumer level knowledge
  2. Purposeful positioning
  3. Total experience

• How do fast-growing companies lead the marketing function?

  1. Connect (marketin + CEO)
  2. inspire (engage internally with brand purpose)
  3. Focus (agree on global strategy)
  4. Organize (collaborate)
  5. Build