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Mission, vision e valori nel marketing 3

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Mission, vision e valori nel marketing 3. Definizione del cliente moderno con il modello di covey in cui la persona è definita da una mente, un corpo, una disciplina e una coscienza. Il cliente vuole conoscere e sapere chi è il produttore dei beni o servizi. L'impresa deve diffondere la sua missione, visione e valori aziendali. Attraverso la costruzione della matrice mente, corpo, spirito con la mission, valori e vision si può costruire un nuovo marketing 3.0

Publicado en: Marketing
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Mission, vision e valori nel marketing 3

  1. 1. MISSION, VISION E VALORI NEL MARKETING 3.0 www.themarketingis.com
  2. 2. Di cosa parleremo? Che cos’è una missio? Che cos’è la Visione? Cosa sono i valori aziendali? Chi è il cliente di oggi? Cos’è il marketing 3.0? Capirai che i principi di mission, vision e valori sono essenziali nella tua impresa e, perché no anche nella tua vita privata.. La tua impresa non crede nei saggi principi? Non demordere, interiorizza e fatti portatore nel tuo piccolo! Buon Lavoro www.themarketingis.com - Mission Vision Valori
  3. 3. Un marketing spirituale  Covey nel definisce il paradigma della persona a tutto tondo in cui al centro della persona si fonda la sua spiritualità, la sua coscienza.  il marketing dovrà evolvere a una terza fase, nella quale si rivolgerà allo spirito dei consumatori  Le imprese dovranno guardare ai consumatori come esseri umani completi di mente, cuore e spirito. Come rispondere al bisogno dello spirito? www.themarketingis.com - Mission Vision Valori
  4. 4. Impresa: chi è il nuovo cliente? •Il cliente inizia ad acquistare con più scrupolo, essere più critico •Le etichette sono sempre più lette e una piccola imprecisione, incoerenza può precludere anche una vendita •Finite sono le campagne pubblicitarie in cui si andava a mirare la mente del consumatore, poi la sua emotività per arrivare al fattore esperienziale. • Il cliente che ha tutto vede ora in sé anche una responsabilità sociale, a cui deve rispondere ad ogni acquisto. •Il consumatore guarda oggi con una certa coscienza (etica, sostenibilità, ambiente, morale ecc..) ewww.themarketingis.com - Mission Vision Valori
  5. 5. Impresa: chi è il nuovo cliente? Il cliente moderno vuole conoscere e sapere chi è l'impresa dove compra. Gli ideali dell'impresa devono essere giusti per la coscienza del cliente Il cliente è una persona con una mente, un cuore e spiritowww.themarketingis.com - Mission Vision Valori
  6. 6. Impresa: cosa devi comunicare? Il cliente può conoscere l'impresa direttamente dalla sua mission, visione e valoriwww.themarketingis.com - Mission Vision Valori
  7. 7. Vendere la mission • Kotler affermache la mission deve essere.....deve essere BUONA! •Una buona missione significa proporre una nuova prospettiva di business in grado di trasformare la vita dei consumatori (Business as Unusual). •La mission deve essere emotiva, coinvolgente, coerente, condivisa.. •I leader devono essere portatori della buona mission, ma anche piccole aziende devono incarnare questo credo. www.themarketingis.com - Mission Vision Valori
  8. 8. Vendere Valori aziendali •Conosci i valori della tua azienda? Li capisci direttamente o indirettamente? Ti sono stati comunicati dalla direzione? Faccio una breve sintesi dei valori aziendali Valori condizionali, sono quei comportamenti di base che tutti noi dobbiamo assumere. In questo situazione la strada maestra della mission non è condivisa Valori aspirazionali , sono valori che l'azienda non possiede, ma sono incarnati nei leader che sono cuciti nella loro indole. I valori sussidiari vengono acquisiti per effetto dei tratti caratteristici dei dipendenti. I valori fondamentali costituiscono invece la vera cultura aziendale che guida le azioni dei dipendenti.www.themarketingis.com - Mission Vision Valori
  9. 9. Vendere Valori aziendali •I valori fondamentali sono quelli che stimolano e coltivano le caratteristiche collaborative, culturali e creative dei dipendenti. •I valori aziendali vengono condivisi e apprezzati quando liberare la passione e il talento è leggittimato dall'impresa. Questo leggittimare prende il nome di empowerment. •La seconda condizione per portare avanti i valori, ma in maniera coerente, è quella di allineare gli obbiettivi e i sistemi per ottenere i risultati. • Questo allineare prende il nome di aligning www.themarketingis.com - Mission Vision Valori
  10. 10. Vendere la Visione •Le classiche vision delle imprese sono quelle di avere e generare utili. • Utili nel breve, utili nel medio e lungo periodo. Chi passa sotto a questi rulli insensibili (guagagno nel breve) cade abbattuto. Cadono i dipendenti di banche che sono fallite per essersi esposte troppo ai rischi, cadono imprese che nell'avarizia chiudono per dislocare, La visione appartenga ad ognuno di noi, al nostro Io, al nostro credo. Le mission e i valori sono parole accademiche, li trovate su ogni libro di management. La visione è un vestito che l'imprenditore sceglie. E' una scelta di vita. www.themarketingis.com - Mission Vision Valori
  11. 11. Conclusioni •Hai capito allora cos'è il marketing 3.0? •E' un approccio particolare che facilita il cliente a comprare il tuo prodotto. •E' la strategia Pull che fa venire da Te il cliente con poco sforzo. •Devi credere nella mission, vision e valori! •Il mix di queste tre forze devono essere coerenti con la spiritualità del clienti (o del segmento di appartenenza). •Le imprese che sono apprezzate per la loro mission, visione e valori, hanno più facilità a entrare in nuovi mercati, perché i consumatori accolgono con maggior facilità, ti conoscono . www.themarketingis.com - Mission Vision Valori
  12. 12. Grazie! www.themarketingis.com - Mission Vision Valori www.themarketingis.com

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