Marketing 1.0, 2.0, and 3.0 – Flashcards
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1.0 (Product Centric) Objective:
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Sell products
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2.0 (Consumer Oriented) Objective:
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Satisfy and retain customers
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3.0 (Value Driven) Objective:
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Make the world a better place
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1.0 Enabling Forces:
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Industrial Revolution
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2.0 Enabling Forces:
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Information technology
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3.0 Enabling Forces:
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New wave technology
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1.0 How companies see the market:
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Mass buyers with physical needs
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2.0 How companies see the market:
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Smarter consumer with mind and heart
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3.0 How companies see the market:
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Whole human with mind, heart, and spirit
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1.0 Key marketing concept:
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Product development
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2.0 Key marketing concept:
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Differentiation
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3.0 Key marketing concept:
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Values
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1.0 Company marketing guidelines:
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Product specification
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2.0 Company marketing guidelines:
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Corporate and product positioning
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3.0 Company marketing guidelines:
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Corporate mission, vision, and values
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1.0 Value propositions:
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Functional
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2.0 Value propositions:
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Functional and emotional
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3.0 Value propositions:
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Function, emotional, and spiritual
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1.0 Interaction with customers:
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One-to-many transaction
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2.0 Interaction with customers:
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One-to-one relationship
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3.0 Interaction with customers:
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Many-to-many collaboration
