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Why is Marketing Why is Marketing Even More

Important Now?

C.M.G. Shallow BA C.M.G. Shallow BA DipExMDipExM DipITBDipITB [email protected]@gmail.com 11--11

Why is Marketing Even Why is Marketing Even More Important Now?More Important Now?

��“There is just a job, and in more “There is just a job, and in more ��“There is just a job, and in more “There is just a job, and in more cases than ever before it will go cases than ever before it will go to the best, smartest, most to the best, smartest, most productive, or cheapest worker productive, or cheapest worker ––wherever he or she resides.”wherever he or she resides.”


�� Chapter 6 The Untouchables, The World Is FlatChapter 6 The Untouchables, The World Is Flat, 2007 , 2007 edition, Thomas L. Friedman.edition, Thomas L. Friedman.

Why is Marketing Even More Important Now?


�� “As the cost of communicating with the other side of “As the cost of communicating with the other side of �� “As the cost of communicating with the other side of “As the cost of communicating with the other side of the globe falls essentially to zero, as India becomes the globe falls essentially to zero, as India becomes (by 2010) the country with the most English speakers (by 2010) the country with the most English speakers in the world, and as developing nations continue to in the world, and as developing nations continue to mint millions of extremely capable knowledge mint millions of extremely capable knowledge workers, the professional lives of people in the West workers, the professional lives of people in the West will change dramatically. If number crunching, chart will change dramatically. If number crunching, chart reading and code writing can be done for a lot less reading and code writing can be done for a lot less overseas and delivered to clients instantly via fibreoverseas and delivered to clients instantly via fibre--


overseas and delivered to clients instantly via fibreoverseas and delivered to clients instantly via fibre--optic cable, that’s where the work will go.”optic cable, that’s where the work will go.”

�� A Whole New Mind: Moving from the Information Age A Whole New Mind: Moving from the Information Age to the Conceptual Ageto the Conceptual Age, Daniel Pink., Daniel Pink.



��“’Untouchables’, in my lexicon, “’Untouchables’, in my lexicon, ��“’Untouchables’, in my lexicon, “’Untouchables’, in my lexicon, are people whose jobs cannot be are people whose jobs cannot be outsourced, digitalised, or outsourced, digitalised, or automated.”automated.”


�� Chapter 6 The Untouchables, The World Is FlatChapter 6 The Untouchables, The World Is Flat, 2007 , 2007 edition, Thomas L. Friedman.edition, Thomas L. Friedman.



�� “In a world upended by outsourcing, deluged “In a world upended by outsourcing, deluged �� “In a world upended by outsourcing, deluged “In a world upended by outsourcing, deluged with data, and choked with choices, the with data, and choked with choices, the abilities that matter most are now closer in abilities that matter most are now closer in spirit to the specialities of the right [brain] spirit to the specialities of the right [brain] hemisphere hemisphere –– artistry, empathy, seeing the artistry, empathy, seeing the big picture, and pursuing the transcendent.”big picture, and pursuing the transcendent.”

��A Whole New Mind: Moving from the A Whole New Mind: Moving from the


��A Whole New Mind: Moving from the A Whole New Mind: Moving from the Information Age to the Conceptual AgeInformation Age to the Conceptual Age, Daniel , Daniel Pink.Pink.

Why is Marketing Even More Important?


�� Untouchables:Untouchables:�� Untouchables:Untouchables:�� Great Collaborators and OrchestratorsGreat Collaborators and Orchestrators

�� Great SynthesisersGreat Synthesisers

�� Great ExplainersGreat Explainers

�� Great LeveragersGreat Leveragers

�� Great AdaptersGreat Adapters

�� Green PeopleGreen People

�� Passionate PersonalisersPassionate Personalisers


�� Passionate PersonalisersPassionate Personalisers

�� Math LoversMath Lovers

�� Great LocalisersGreat Localisers�� Chapter 6 The Untouchables, The World Is FlatChapter 6 The Untouchables, The World Is Flat, 2007 edition, , 2007 edition,

Thomas L. Friedman.Thomas L. Friedman.



�� If you want to be If you want to be untouchablesuntouchables –– people people �� If you want to be If you want to be untouchablesuntouchables –– people people with jobs that a with jobs that a “computer or robot cannot “computer or robot cannot do faster or some talented foreigner cannot do faster or some talented foreigner cannot do cheaper and just as well”do cheaper and just as well”, you need to , you need to focus on focus on constantly developingconstantly developing your your rightright--brain skillsbrain skills –– “such as forging relationships “such as forging relationships rather than executing transactions, tackling rather than executing transactions, tackling novel challenges instead of solving routine novel challenges instead of solving routine


novel challenges instead of solving routine novel challenges instead of solving routine problems, and synthesising the big picture problems, and synthesising the big picture rather than analysing a single component”.rather than analysing a single component”.

�� A Whole New Mind: Moving from the Information Age to the A Whole New Mind: Moving from the Information Age to the Conceptual AgeConceptual Age, Daniel Pink., Daniel Pink.



�� “But “But only certain kinds of whiteonly certain kinds of white--collar jobs collar jobs ––�� “But “But only certain kinds of whiteonly certain kinds of white--collar jobs collar jobs ––those that can be those that can be reduced to a set of rules, reduced to a set of rules, routines, and instructionsroutines, and instructions. That’s why narrow left. That’s why narrow left--brain work such as basic computer coding, accounting, brain work such as basic computer coding, accounting, legal research, and financial analysis is migrating legal research, and financial analysis is migrating across the oceans. But that’s also why plenty of across the oceans. But that’s also why plenty of opportunities remain for people doing opportunities remain for people doing less routine less routine work work –– programmers who can design entire systems, programmers who can design entire systems, accountants who serve as life planners, and bankers accountants who serve as life planners, and bankers


accountants who serve as life planners, and bankers accountants who serve as life planners, and bankers expert less in the intricacies of Excel than in the art of expert less in the intricacies of Excel than in the art of the deal.”the deal.”

�� A Whole New Mind: Moving from the Information Age A Whole New Mind: Moving from the Information Age to the Conceptual Ageto the Conceptual Age, Daniel Pink., Daniel Pink.



�� Marketing is Marketing is bothboth an an artart and a and a sciencescience and combines and combines bothboth narrownarrow leftleft--brain work and ‘high concept’, ‘high brain work and ‘high concept’, ‘high

�� Marketing is Marketing is bothboth an an artart and a and a sciencescience and combines and combines bothboth narrownarrow leftleft--brain work and ‘high concept’, ‘high brain work and ‘high concept’, ‘high touch’ touch’ creativecreative rightright--brain work.brain work.

�� ‘High concept’: ‘High concept’: involves the ability to create artistic involves the ability to create artistic and emotional beauty, to detect patterns and and emotional beauty, to detect patterns and opportunities, to craft a satisfying narrative, and to opportunities, to craft a satisfying narrative, and to come up with inventions the world didn’t know it was come up with inventions the world didn’t know it was missing.missing.

�� ‘High touch’: ‘High touch’: involves the capacity to emphasise, to involves the capacity to emphasise, to understand the subtleties of human interaction, to understand the subtleties of human interaction, to


understand the subtleties of human interaction, to understand the subtleties of human interaction, to find joy in one’s self and to elicit it in others, and to find joy in one’s self and to elicit it in others, and to stretch in pursuit of purpose and meaning.stretch in pursuit of purpose and meaning.

–– DEFINITIONS based on DEFINITIONS based on A Whole New Mind: Moving A Whole New Mind: Moving from the Information Age to the Conceptual Agefrom the Information Age to the Conceptual Age, Daniel , Daniel Pink.Pink.



�� But how exactly do you go about nurturing But how exactly do you go about nurturing �� But how exactly do you go about nurturing But how exactly do you go about nurturing your rightyour right--brain skills?brain skills?

�� One way to nurture your rightOne way to nurture your right--brain is by doing brain is by doing something you love to do something you love to do –– or at least like to do or at least like to do ––because you will bring something intangible to it, because you will bring something intangible to it, something out of your right brain, which cannot be something out of your right brain, which cannot be easily repeated, automated, or outsourced.easily repeated, automated, or outsourced.

�� As Pink puts it: As Pink puts it: “The sort of abilities that matter “The sort of abilities that matter


�� As Pink puts it: As Pink puts it: “The sort of abilities that matter “The sort of abilities that matter most now it turns out are also the sorts of things most now it turns out are also the sorts of things that people do out of intrinsic motivation.”that people do out of intrinsic motivation.”

�� The World Is FlatThe World Is Flat, 2007 edition, Thomas L. Friedman., 2007 edition, Thomas L. Friedman.



�� We and especially you (because you are likely to live We and especially you (because you are likely to live �� We and especially you (because you are likely to live We and especially you (because you are likely to live longer than me) are living in a time of longer than me) are living in a time of rapidly rapidly increasing competition for resourcesincreasing competition for resources. (We discuss this . (We discuss this later.)later.)

�� For now, consider the following:For now, consider the following:

�� “People in the Third World aspire to First World living “People in the Third World aspire to First World living standards”. “If the people of China alone achieved a standards”. “If the people of China alone achieved a First World living standard while everyone else’s First World living standard while everyone else’s living standard remained constant, that would double living standard remained constant, that would double


living standard remained constant, that would double living standard remained constant, that would double our human impact on the world (Chapter 12).”our human impact on the world (Chapter 12).”

�� Collapse: How Societies Choose To Fail Or SucceedCollapse: How Societies Choose To Fail Or Succeed, 2005, , 2005, Jared Diamond. (P. 495).Jared Diamond. (P. 495).



�� “Even if the human populations of the Third “Even if the human populations of the Third �� “Even if the human populations of the Third “Even if the human populations of the Third World did not exist, it would be impossible World did not exist, it would be impossible for the First World alone to maintain its for the First World alone to maintain its present course, because it is not in a steady present course, because it is not in a steady state but is depleting its own resources as state but is depleting its own resources as well as those imported from the Third World. well as those imported from the Third World. At present, it is untenable politically for First At present, it is untenable politically for First World political leaders to propose to their World political leaders to propose to their


World political leaders to propose to their World political leaders to propose to their own citizens that they lower their living own citizens that they lower their living standards . . . ”standards . . . ”

�� Collapse: How Societies Choose To Fail Or SucceedCollapse: How Societies Choose To Fail Or Succeed, , 2005, Jared Diamond. (P. 496).2005, Jared Diamond. (P. 496).



�� “By 2010 two billion people and close to 80 “By 2010 two billion people and close to 80 �� “By 2010 two billion people and close to 80 “By 2010 two billion people and close to 80 million companies will be trading on the million companies will be trading on the Internet Internet –– all the time, in real time!”all the time, in real time!”

�� “In India and China, which doubtless will “In India and China, which doubtless will be the biggest economies by 2030, there be the biggest economies by 2030, there will be over two billion people connected will be over two billion people connected to the Internet. Today worldwide there are to the Internet. Today worldwide there are a little under 400 million. India and China a little under 400 million. India and China


a little under 400 million. India and China a little under 400 million. India and China will have five times the Internet economic will have five times the Internet economic output in their countries that we have output in their countries that we have today worldwide from those 400 million.”today worldwide from those 400 million.”�� Thomas Power, Chief Knowledge Officer, The Thomas Power, Chief Knowledge Officer, The

Ecademy.com, www. Ecademy.com, August 2000.Ecademy.com, www. Ecademy.com, August 2000.



�� “. . . increasing ease of global market entry “. . . increasing ease of global market entry �� “. . . increasing ease of global market entry “. . . increasing ease of global market entry means new suppliers hunting your means new suppliers hunting your customers. And new suppliers are going to customers. And new suppliers are going to keep coming and coming . . . your customers keep coming and coming . . . your customers are going to be under siege.are going to be under siege.

�� “In tomorrow’s world only extreme “In tomorrow’s world only extreme performers by today’s standards will performers by today’s standards will survive. For these extreme performers survive. For these extreme performers


survive. For these extreme performers survive. For these extreme performers immersing their whole operation in the immersing their whole operation in the brand brand will be their differentiator.”will be their differentiator.”�� Will Murray, Will Murray, Brand Storm, A Tale of Passion, Brand Storm, A Tale of Passion, Betrayal, and RevengeBetrayal, and Revenge, 2000. (P. x), 2000. (P. x)



�� What industries should you avoid?What industries should you avoid?�� What industries should you avoid?What industries should you avoid?

�� The longThe long--term sick (US airlines, US car companies)term sick (US airlines, US car companies)

�� Industries immediately affected by credit and Industries immediately affected by credit and economic crises (home builders, mortgage lenders, economic crises (home builders, mortgage lenders, monoline insurers)monoline insurers)

�� Industries soon affected by credit and economic Industries soon affected by credit and economic crises (retailing, restaurants, manufacturing and crises (retailing, restaurants, manufacturing and food processing).food processing).


food processing).food processing).

�� Industries that produce highIndustries that produce high--priced consumer priced consumer durable goods and luxury goods such as cars and durable goods and luxury goods such as cars and jewellery.jewellery.



�� A nonA non--definitive list of recessiondefinitive list of recession--proof industries:proof industries:�� A nonA non--definitive list of recessiondefinitive list of recession--proof industries:proof industries:�� Medical Services / Healthcare / PharmaceuticalsMedical Services / Healthcare / Pharmaceuticals

�� Necessities: food / grocery stores / cosmeticsNecessities: food / grocery stores / cosmetics

�� EducationEducation

�� EntertainmentEntertainment

�� Home & vehicle repair & maintenance / improvementHome & vehicle repair & maintenance / improvement

�� Debt collectionDebt collection

�� Tax preparation / simplificationTax preparation / simplification

�� Career / Job search / Life coachingCareer / Job search / Life coaching


�� Career / Job search / Life coachingCareer / Job search / Life coaching

�� EnergyEnergy

�� Security / Alarm services companiesSecurity / Alarm services companies

�� Weapons industryWeapons industry

�� VicesVices



�� Unhealthy Investments Are Best!Unhealthy Investments Are Best!�� Unhealthy Investments Are Best!Unhealthy Investments Are Best!�� By Andrew M. GordonBy Andrew M. Gordon

�� What trumps a stalled economy? What trumps a stalled economy? DemographicsDemographics. And . And what are the two biggest demographic trends today?what are the two biggest demographic trends today?�� Globally, it's the rapid growth of a middle class in countries Globally, it's the rapid growth of a middle class in countries

like like IndiaIndia, , ChinaChina, and, and BrazilBrazil [and [and RussiaRussia; the so; the so--called called BRICBRIC countries, CS]. They want what we already have: a countries, CS]. They want what we already have: a nice car and house, modern appliances, and good education nice car and house, modern appliances, and good education and health care for their children.and health care for their children.

�� Domestically, it's back to the future. Domestically, it's back to the future. BoomersBoomers [like me, [like me, CS] still rule. And they're getting old. Hospitals, longCS] still rule. And they're getting old. Hospitals, long--termterm--


CS] still rule. And they're getting old. Hospitals, longCS] still rule. And they're getting old. Hospitals, long--termterm--care facilities, vaccines, and medicines of all kinds will see care facilities, vaccines, and medicines of all kinds will see greater demand.greater demand.

�� What these two trends have in common is What these two trends have in common is health carehealth care. . Globally and domestically, it's set to grow Globally and domestically, it's set to grow –– even if the even if the economy isn't."economy isn't."



�� A few last points: A few last points: “In a study of single and married “In a study of single and married �� A few last points: A few last points: “In a study of single and married “In a study of single and married women from countries across the world, females women from countries across the world, females consistently rated ‘ambition’ and ‘industriousness’ as consistently rated ‘ambition’ and ‘industriousness’ as ‘important’ or ‘indispensable’.‘important’ or ‘indispensable’. This was not true for This was not true for men.”men.”

�� “The pattern was clear. Men sought attractiveness and “The pattern was clear. Men sought attractiveness and offered resources. Women sought resources and offered offered resources. Women sought resources and offered attractiveness.”attractiveness.”

�� “Buss cites several studies that independently demonstrate “Buss cites several studies that independently demonstrate


�� “Buss cites several studies that independently demonstrate “Buss cites several studies that independently demonstrate that highthat high--earning women in the U.S.A. are even more earning women in the U.S.A. are even more demanding in their demand for status in men. Female demanding in their demand for status in men. Female millionaires want male billionaires.”millionaires want male billionaires.”



�� So . . . you MUST learn how to market (So . . . you MUST learn how to market (brandbrand) ) �� So . . . you MUST learn how to market (So . . . you MUST learn how to market (brandbrand) ) yourself and your company yourself and your company much better much better than the than the competition competition if you are not going to suffer if you are not going to suffer lower living lower living standardsstandards, in the near future., in the near future.

�� Competition is increasing fast, resources are not!Competition is increasing fast, resources are not!

�� Former Fed chairman Alan Greenspan predicts that Former Fed chairman Alan Greenspan predicts that the Fed will have to the Fed will have to raise interest rates to doubleraise interest rates to double--digit levels digit levels in coming years to thwart inflation. [in coming years to thwart inflation. [Too Too much demand vs. too little supplymuch demand vs. too little supply.].]


much demand vs. too little supplymuch demand vs. too little supply.].]

–– The flow of people into the workforce in developing The flow of people into the workforce in developing countries such as China, which has seen a movement of countries such as China, which has seen a movement of workers from farms into factories, will slow, leading to workers from farms into factories, will slow, leading to stronger wage pressures and pricesstronger wage pressures and prices, he says. The , he says. The impact will be globalimpact will be global..



�� UPDATE: UPDATE: The next phase of the world’s The next phase of the world’s �� UPDATE: UPDATE: The next phase of the world’s The next phase of the world’s economic downturn is taking shape: a economic downturn is taking shape: a global jobs crisisglobal jobs crisis..

�� . . . the severity, breadth and likely length of the . . . the severity, breadth and likely length of the recession, together with changes in the structure of recession, together with changes in the structure of labour markets in both rich and emerging labour markets in both rich and emerging economies, suggest the world is about to undergo economies, suggest the world is about to undergo its its biggest increase in unemployment for biggest increase in unemployment for


its its biggest increase in unemployment for biggest increase in unemployment for decadesdecades..

�� “The Economist”, 390, 8622, March 14“The Economist”, 390, 8622, March 14thth, 2009, p64., 2009, p64.


Your Instructor: 1Your Instructor: 1

Chris ShallowChris ShallowChris ShallowChris Shallow�� Degree in European Studies (BA, Degree in European Studies (BA, HonsHons.).)

�� PostPost--graduate diplomas in Export Marketing graduate diplomas in Export Marketing Management, and Information Technology in Management, and Information Technology in Business. Studying for MSc in Marketing.Business. Studying for MSc in Marketing.

�� More than 20 years marketing management More than 20 years marketing management experience in American, British, Czech, experience in American, British, Czech, German, and Japanese companies. Now coach German, and Japanese companies. Now coach

C.M.G. Shallow BA C.M.G. Shallow BA DipExMDipExM DipITBDipITB [email protected]@gmail.com

German, and Japanese companies. Now coach German, and Japanese companies. Now coach & consultant.& consultant.

�� Lecturer in advertising, eLecturer in advertising, e--commerce, ecommerce, e--marketing, globalisation and marketing. marketing, globalisation and marketing.


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Your Instructor: 2Your Instructor: 2

Chris ShallowChris ShallowChris ShallowChris Shallow�� ExperiencedExperienced in teaching in teaching business business

EnglishEnglish both both generalgeneral and and specialisedspecialised (e.g.(e.g.financial, management, marketingfinancial, management, marketing) to ) to Czech and Slovak managers at all levels, in Czech and Slovak managers at all levels, in international companiesinternational companies in a in a variety of variety of industriesindustries including including engineering, logistics, engineering, logistics, pharmaceuticalspharmaceuticals and and steelsteel..


pharmaceuticalspharmaceuticals and and steelsteel..�� I have always received I have always received very positivevery positive feedback feedback

from both clients and participants in courses from both clients and participants in courses which I have runwhich I have run. .


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Chris Shallow Chris Shallow http://www.linkedin.com/in

/chrisshallow

[email protected]


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Why is Marketing Why is Marketing Even More

Important Now?
