World Marketing Summit

In: Business and Management

Submitted By abhilash007
Words 939
Pages 4
গত ১-৩ মার্চ বাংলাদেশে অনুষ্ঠিত World Marketing Summit এ যাওয়ার সৌভাগ্য হয়েছিল আমার। সেখানে এত-এত ইভেন্ট ছিলো যে, একসাথে সবগুলোয় উপস্থিত হওয়া সম্ভবপর ছিল না। তারপরেও আমি চেষ্টা করছি কয়েকজন প্রসংসিত মার্কেটিং জিনিয়াসের বক্তব্যের চুম্বক অংশ তুলে ধরার-
******
Integrated Marketing Communications স্পেশালিষ্ট Dr. Don E. Schultz তার পুরো লেকচারে 4P's এর প্রতি অধিক গুরুত্ব দেয়ার কথা বলেন। তিনি বর্তমান বিশ্বের ব্যবসায়িক প্রতিষ্ঠানগুলোকে Seller Profit এর চেয়ে Customer Value এর প্রতি অধিক গুরুত্ব দেয়ার কথা বলেন। তবে তার লেকচারের সবচেয়ে গুরুত্বপূর্ণ দিক ছিল এতদিন প্রাতিষ্ঠানিক দৃষ্টিকোণ থেকে দেখে আসা 4P's এর Customer View (SIVA), যা হচ্ছে এরকম-
# Solution (Product),
# Information (Promotion),
# Value (Price),
# Access (Place).
আলোচনার শেষের দিকে তিনি একটি মজার বিষয় তুলে ধরেন-
যে কাস্টমারদের জন্য কি না সমস্ত ব্যবসায়িক কর্মকান্ড, Organizational Structure এ সেই কাস্টমারদেরই কোনো স্থান নেই! অধিক আউটপুটের জন্য তিনি Organizational Structure এ কাস্টমারদের জন্য একটি স্থান রেখে Organizational Activities পরিচালনা করার আহ্বান জানান।
******
Neilsen এর কর্ণধার Mitchell J. Habib তার পুরো লেকচারে কতগুলো খন্ড খন্ড বিষয় নিয়ে আলোচনা করেন। তার উল্লেখযোগ্য চুম্বক অংশ হলো-
# Organizational Innovation should be so much simple & customer friendly, not so much complex. The more it will be easy to understand by the customers, the opportunities will also be increased for excellence.
# World is changing so much rapidly day by day. So, long term plan is very risky. Suppose, you are preparing a 18 months plan. But, your assumed future situation may be changed just after 6 months! So, now-a-days, plan should be prepared for short time, for example, 90 days. So, it will be more easy to cope with the rapid global changes.
******
ব্র্যান্ডিং জিনিয়াস Laura Ries এর লেকচারটি ছিল অনেকের মতে World Marketing Summit সেরা এবং সবচেয়ে মজার লেকচার। কেন এই ভদ্রমহিলাকে ব্র্যান্ডিং জিনিয়াস বলা হয়, তা তার ছোট…...

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