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ISSUE 2/2011 INSIDE T Philip Kotler : Going World Class T Great MARKETEER ISSUE 2/2011 INSIDE t 1IJMJQ,PUMFS (PJOH8PSME$MBTT t (SFBU8PSLQMBDF t .BSLFUJOH*O7FOVT t 8PNFO.BSLFUFFS "XBSE MARKETING TOOL BOX t #VJMEJOH")JHI 1FSGPSNBODF 4BMFT5FBN POSITIVE TALK t 3JEJOH4UPSNZ 8FBUIFS For Members Only ARKETEER MARKETEER M ISSUE 2/2011 INSIDE t 1IJMJQ,PUMFS contents (PJOH8PSME$MBTT t (SFBU8PSLQMBDF t .BSLFUJOH*O7FOVT t 8PNFO.BSLFUFFS "XBSE PHILIP KOTLER : GOING WORLD CLASS 4 MARKETING Word of Mouth (WOM) Can Break You TOOL BOX COVER t #VJMEJOH")JHI 1FSGPSNBODF or Build You 4BMFT5FBN Cover Design depicts a POSITIVE TALK World Map. It’s designed to t 3JEJOH4UPSNZ serve as ourvalue system GREAT WORK PLACE 8 8FBUIFS and as a means to help Guru Burchell at Sepang Goldcoast marketeers to find their direction to genuinely and For Members Only effectively connect with MARKETING IN VENUS 10 their customers. Reach Out With your Heart MARKETING TOOL BOX 13 Building A high Performance Sales Team PATRON YB.Dato’ Sri Mustapa Mohamed WOMEN MARKETEER AWARD 14 Minister of International Trade and Industry Malaysia 1st Malaysian Women Marketeer Award HON.ADVISORS HEARTIEST CONGRATULATIONS 15 Dato’ Lawrence Chan Kum Peng Dato’ Rozalila Abdul Rahman Founder and Executive Chairman IMM Council Member PDLManagement Corp (M) Sdn. Bhd. 24th ANNUAL GENERAL MEETING (AGM) 16 Hamidah Karim Managing Director Prestige Communications Sdn. Bhd. MEMBERSHIP UPDATE 18 Corporate/Individual/Student & PRESIDENT Life Members Dato’ Sharifah Mohd. Ismail MAJLIS MESRA HARI RAYA/ 23 VICE PRESIDENT BOWLING TOURNAMENT Datuk N. Marimuthu Hari Raya Gathering 1432H/2011 Bowling Tournament 2011 HON. SECRETARY Haslina Azlan SIGNING CEREMONY BETWEEN 24 OUM & IMM ASST. HON. SECRETARY Siti Badarny Shamsaifah Hassan Collaboration in Training & Education HON. TREASURER POSITIVE TALK 25 Dr. Leow Chee Seng Riding Stormy Weather ASST. HON. TREASURER Sarah Tan Mee Loo COUNCIL MEMBERS Dato’ Rozalila Abdul Rahman Atika Sulaiman CORPORATE BRIEF KK Lai Mohamed Sallauddin Mohamed Sah The Institute of Marketing Malaysia (IMM) is the Mohammed Salim Ashedoff only registered Institute in the country organised Prof. Dr. Samsinar Md. Sidin for the purpose of serving the marketing fraternity Shahana Azlan in Malaysia. Formed under the Society’s Act 1979, Tengku Nila Putri Tengku Ilham the Institute has assisted and will continue to assist, train and bring together marketeers from various MANAGING EDITOR business and industries with one common goal that is Dato’ Sharifah Mohd. Ismail to improve the marketing skills of all its members. DESIGN We therefore welcome everyone with a passion in Laris Wordwide (M) Sdn. Bhd. marketing to join the Institute to support, promote and enhance professionalism in marketing. PHILIP KOTLER : GOING WORLD CLASS Marketeer Philip Kotler : GOING WORLD CLASS WOM: Can break you or build you By M.KRISHNAMOORTHY Father of Modern Marketing, Dr Philip Kotler said: “Word of Mouth (WOM) will either make you or break you”. For instance if a product is really good and then customers will talk positively about it. This in turn will translate into higher sales and more profitability. On June 1, 2011, he reiterated WOM and its importance at a one day seminar in Kuala Lumpur, attended by CEOs, GMs and marketing executives, organized by the Institute of Marketing Malaysia and its partners. Speaking on the “Future of Marketing: Going World Class” Kotler added that if the feedback is negative on any product or service, then the sales will dip, in spite of whatever great branding or advertising done. Kotler’s Marketing 3.0 also goes beyond “messaging” customer to encompass how a company defines and embodies its values for a variety of stakeholders. Philip Kotler sharing his strategies on Marketing 3.0 and how local He discussed how brands have companies can successfully enter the global market and make the world a an impact on issues such as better place for customers. poverty, socio-cultural, change and environmental sustainability. “Values driven marketing affects “Youth is important because of their employees, channel partners potential and skills that they can attain. and shareholders. When talking Women are an incredible asset, about the development of any which is underutilized in the developing countries country such as Malaysia,” he reiterated on the importance of and medicine because of the ability three categories, which are youth, of the developing country to make cheap women and medicine. and good medicine.” 4 Institute of Marketing Malaysia PHILIP KOTLER : GOING WORLD CLASS Marketeer Few people have made as and development experts to find in Asia have abundant natural profound an impact on business solutions to some of the biggest resources. Even when countries of and marketing as Kotler made challenges in the world. Europe and the United States were this visible to all the participants. undergoing an economic crisis two He is a Distinguished Professor Asia is on the rise, Kotler remarked. years ago, China, India, Malaysia of International Marketing at “But one challenge remains: and Indonesia continued to grow.” the Kellogg Graduate School how can Asian local companies of Management. He’s also the ride the wave and conquer the author of more than twenty global market?” He argued that “For Asian firms it is books, including the classic, to reach world-class stature, Marketing Management (now in marketers have to leapfrog and no longer enough to be its eleventh edition) and Marketing utilize the latest tools in the new champion in their own Professional Services. interconnected world. country. The company Kotler also stated that the main He calls this the new chapter must be able to compete objective of Marketing 3.0 is to of marketing. In the longer run, make the world a better place another set of future marketing with multinational through production and design of tools is currently being developed. companies and also more “nature friendly products”. Accompanied by one of his most productive co-authors, Indonesian outside its territory as it “Going World Class” is a forum Hermawan Kartajaya, Philip Kotler expands. It is not easy, with vision of creating better world opened the eyes of the participants through marketing. It is a unique on how marketers can compete in but there are ways and venture with some of the world’s the global market. “Asia is now a tools that can be used to most influential marketers, promising market. Not only the academia, corporate leaders population size, but the countries achieve these goals.” Hermawan Kartajaya – One of the 50 Gurus shaping the future of marketing sharing his thoughts with participants. Institute of Marketing Malaysia 5 PHILIP KOTLER : GOING WORLD CLASS Marketeer Kotler shared his strategies for shoes and marketing shoes, and most efficient manner. I know of a how local companies successfully so the question always arises, law firm that is willing to propose enter the global market. According what should you outsource?” “And the cost of the work in advance to him to win the competition in this was a question posed to me by and if they are off the mark, they global markets marketers must a company recently and I analyzed will absorb the difference. Clients jump and use marketing tools the company and I suggested want to know what the cost is that are engaging new world. This that they outsource everything, likely to be.Kotler is the marketing is what he described as the new and they said what do you mean, expert who wrote the textbook chapter of marketing. and I said well, you’re not good at Marketing Management, which is anything! used by anyone in the world who is On competition, he said: “Watch studying Marketing. the fact that companies don’t Because the theory of outsourcing compete anymore. Companies is always let someone else do Wall Street Journal referred to form networks of suppliers something for you which they him as one of the most influential and distributors, partners, and can do better, and cheaper and if business thinkers. On his 80th it’s the network that competes they can do it better and cheaper birthday in Kuala Lumpur, the against other networks. On this, why should you be doing it. I said marketing guru advised Malaysian Kotler cited Nike which is into there’s only one hope you have, companies to acknowledge the outsourcing. Nike surprisingly and that is if you are going to be trend changes in consumer is not a shoe manufacturer and good at managing outsources. So behavior and perception. “Within this of course shocks people if you’re good at doing that, you can five years if you continue to run the because we all have pairs of Nike be saved. By the way, if you do it business the way you do now, then shoes, but the manufacturing is well you can be making an infinite you will go out of business. done under contract with other rate of return,” Kotler added. people in the Far East. Nike’s core If the companies keep on running competence is not manufacturing, Consultants must do a better job of on the old and traditional values it is two things, it is designing documenting their work time in the and don’t acknowledge the trend Seminar participants during a “Q & A Session”. 6 Institute of Marketing Malaysia PHILIP KOTLER : GOING WORLD CLASS Marketeer changes in consumer behaviour, perception and change then they will have sustainability issues,” he said. Kotler emphasized on the field of cybernetics, which means continuous feedback of consumers and other stakeholders. He said on the need for implementation of more powerful than other traditional tools such as advertisement. “The opinions of the stakeholders play a key role in the profitably, sustainability and return ability of the company.” In his discourse Dr. Kotler says, that customers have realized that their purchasing power has a global impact and they are acting accordingly and talking to each other about the choices they make.
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