Welcome to Managerial Marketing!

Teaching Team IntrosFLATTENERS

Course overviewWhat’s marketing, anyway?

Your teaching team!

Nancy Van Leuven, Ph.D.

Vanessa Fry, M.B.A.

Danielle Newton, M.A.

FLATTENERS -- A Concept by

Thomas Friedman

Part of Communication and Collaboration in a Flat World

Res 1 – Managerial Marketing Intro

Globalization Flattening of playing field in creating business, access to info, etc.

Globalization 3.0 (individuals empowered)

-- Converged around the year 2000-- A global, web-enabled platform -- Multiple forms of sharing knowledge / work,

irrespective of time, distance, geography and

language.

The Ten Flatteners

Flattener #1 – Fall of the Berlin Wall (opened economies)

http://www.youtube.com/watch?v=snsdDb7KDkg&feature=channel

At same time: Microsoft Windows(floppy disks Internet sharing)

Flattener #2 – Netscape (web to the

masses)

http://www.supportcave.com/images/netscape4.bmp

Flattener #3 Workflow Software(Automation to connect entire org from within and without)

http://www.reach1to1.com/images/ExampleLogic.png

Examples: eBay and PayPal(no checks or money orders to complete transactions)

Flattener #4 – Open Sourcing(Free software used, modified, redistributed by anybody)

http://www.youtube.com/watch?v=EG9uuGwFmvs

Linux(anyone can add to and modify

vs.

Microsft Windows(proprietary operating system)

Open Source Software

Flattener #5 – Outsourcing

http://www.altergroup.com/blog/wp-content/uploads/2009/09/india-outsource.jpg

Splitting service and other activities into componetns for subcontracting.

Why India?

Open,Infrastructure,Motivated workforce10 workers for 1

Flattener #6 – OffshoringInternal relocation of manufacturing to foreign land, e.g. China’s entrance in WTO

http://www.oneinchpunch.net/wordpress/wp-content/uploads/2007/10/china-toy-manufacturing2.jpg

Flattener #7 – Supply-Chaining

Elimination of middle-men, low inventories, more customer relationship management

Flattener #8 – Insourcing(performing services for another company, e.g. UPS and Toshiba)

Flattener #9 – Informing(Empowerment of individuals)

Flattener #10 – The Steroids

Old days: Phone and computing only at home

Now: Communicate, collaborate, develop content, find info, view/listen to media, etc.

What Next?Global communication is less about persuasion and more about COMMUNITY;

Micro-blogging and blogging – (The next big thing is already here.)

Which is why…(ever so subtle transition) marketing is important