Evolving toward a New Dominant Logic of Marketing：走向一个新的营销主导逻辑的发展.ppt

Avoiding the Mistake of Overmarketing Robert F. Lusch Stephen Vargo University of Arizona University of Maryland Academy of Marketing Science 2004 Cultural Perspectives in Marketing Conference Puebla, Mexico September 24, 2004 The Old Dominant Logic The purpose of economic activity is to make and distribute things that can be sold. To be sold, these things must be embedded with utility and value during the production and distribution processes and must offer to the consumer superior value in relation to competitors’ offerings. The firm should set all decision variable at a level that enables it to maximize the profits from the sale of output. For both maximum production control and efficiency, the good should be standardized and produced away from the market. The good can then be inventoried until demanded and then delivered to the consumer at a profit. Old Logic Led to Overmarketing Technology Contributed to Failure The Failure of Marketing  Failure of Marketing: Evidence Customer Alienation Rising Marketing Expenditures Less Productive Marketing Losing Influence in the Organization The Rise of Consumer Alienation What Needs More Government Regulation Water pollution Toxic wastes Air pollution Advertising Nuclear safety Source: Yankelovich, Inc. 2004 The Rise of Consumer Alienation 54% of consumers wish for a quieter and simpler life even if it means less stuff. 61% of consumers feel the amount of marketing and advertising is out of control. 36% believe shopping experiences less enjoyable because of all the pressures to buy. Source: Yankelovich, Inc. 2004 The Image of Marketing  Positive Words Creative Fun, funny Attractive Negative Words Lies Deceitful, deceptive Annoying Manipulative Gimmicks Exaggeration Invasive Intrusive Brainwashing Marketing Loses Influence in Organization “Marketing is being forced out of the equation. Sales is not guided by marketing strategy, but by the need to hit metrics for volume and margin.” “Marketing managers ar