(Glen Urban , / , )
*
3. (Trust) .
4. .
5, (A) –
6. ?
7. ?
8.
10. .

Prosuming
,


Push/ Pull Marketing, Relationship Marketing .

Executive Summary
GMRI
  (Marketing Concept) , , , , (Societal Marketing) (Holistic Marketing, / ) , . (Relationship Marketing)), (Integrated Marketing), (Internal Marketing), (Socially Responsible Marketing ; , , , ) 4 (Philip Kotler). , , , , , .
(Customer) , . (Suspect), (Potential Customer), (Prospect), (Customer), (Client), (Supporter), (Advocate), (Partner) (Loyalty) , , .
, , , . , , , STPD(Segmentation, Targeting, Positioning, Differentiation), , , CRM, .
*
(First-time Customer), (Repeat Customer), (Client), (Advocate),
(Member), (Partner), (Part-owner) by P. Kotler

(Prospect)



) Push/Pull Marketing ; Mass Marketing, Niche Marketing, Data Base Marketing
Mass-
Marketing)

(Transparency)
( )

*
(Advocate for your customers)
(Invest heavily in product superiority)
(Create value)
(Make fulfillment flawless)
(Be loyal to your customers)

*
GMRI
3 . (TQM) (CS) , , . GM,   .
, , , 4 . , (Mutuality of Interest) . , ,
, , , , , , , 8 . (McGregor) Y 7 (A ) .
*
Push/ Pull (P)
()
(Advocate) (Partner)
CRM (Advocacy)







A/S
*

, , M/S





*
,
,



Push Pull
*
, ,

( 3)
Push/ Pull
(Strengthen Relationships)


Push/ Pull Marketing, Relationship Marketing .

1.
*
(Company Advocates for Consumer and Consumer Advocates for the Firm)
(COMPANY)

Push/ Pull
, Push/Pull
Advocacy (, )
CRM




,


, ,

(Transparency)
,
(Advice)



*

(Virtual Advisors) : First Tech Credit Union, Mission Federal
CRM (Dream CRM) : GM
: Intel
: ,
,



.
2.
*
3. .
/ / ( )
(Undifferentiated)
(Balance Beam for Push/ Pull and Trust Strategies)
*







*
(Skepticism)


Push/ Pull, Relationship (Trust)
*
(Caveat Emptor)

.
(Not )



5. (Theory A)–
*


P – /
. . . .
,

A –
. . . , .
*
(Advocate for your customers)
(Invest heavily in product superiority)
(Create value)
(Make fulfillment flawless)
(Be loyal to your customers)

*
Engineering

(Strategy &
Planning)
Service
(Distribution)
(Finance)
(Production)
Marketing


?
*
8
(Incentive)
(Cooperating Design)
(Supply Chain)
P
R
A
*

P
R
A
P
R
A
P
R
A

P
R
A

P
R
A

,
P
R
A

P
R
A


P
R
A
GMRI
Notes ; W = , L = , A = , C = , T =
6-5 ()

W
L
A
C
T
L
W
C
A
T
W
L
A
T
C

W
L
A
C
T

W
L
A
C
T

,
W
L
C
A
T

W
L


W
GMRI
,



, , , , ,
: . .

(Commodity Industry)
*
.
.
.
.
( , )
,
.
CRM ,
.
.

(, )
*
TQM, (CS)


, CRM
(Component)
(Features)
*
(Cross-Channel Coherence)
,
Intel Rosa PC
(Trust Seal), , ,
*
(Tradeoff in Building a Trusted Advisor)
(Virtual Trusted Advisor)
(Attribute Elimination)
(Product Comparison)
(Importances)
(Utility Models)
(Virtual Advocate)

, , ,

(Trust Reserve)
?
,
?

, .

*
?
(, , )
, , , , , , ,


,
? YES
*



(Mental Model) .
*
GMRI
(We live in the kingdom of Consumer Power).
(We believe in Consumer Sovereignty).
(We are transparent).
(We are the guardians of our customers).
(Trust rules the future).
(Don’t just relate-advocate).
(We will be loyal to our customers).
(Our customers are smarter than we think).
(Customers design products better than we do).
(There are no secrets from customers).
.
(Our customers trust us, so they want to buy more from us).
(Fight for our customers’ rights).
(ADVOCACY BELIEF STATEMENTS)
GMRI
, .
(If our products cannot stand up to competitive comparisons, why are people buying them?)
, (If you do not have the best products, build them).
(Climb the Pyramid).
(We are all responsible for building trust).
, .
(ADVOCATE for your customers, and they will ADVOCATE for you.)
(Be passionate about customer advocacy!)
*


( )


,
(CAO :Chief Advocacy Officer) CEO
(Director of Trust),
AOL CTO (Chief Trust Officer)


*
*
/ (Trust–Based Marketing)
(Customer power is pervasive and growing)

(Theory A is the new paradigm for marketing)

(Know where you are positioned on the trust dimension and where you want to be)
.
(Advocacy is not for everyone)
.
(Tools for building trust and advocacy are available and improving )

(Moving to advocacy is a cultural change in your organization)
11. (The Advocacy Imperative)
*
(Push/ Pull Marketing )

CRM

(The Advocacy imperative – if you do not do it, your competitors will !)


11-1 -
(Advocacy Checklist- What You Need to Do to Build an Advocacy Program)
(Build Quality)
TQM (Have an effective Total Quality Management program) ()( Be sure products consistently meet standards-zero defects) (Design products customers want) (Maintain quality throughout the value chain) (Develop quality in all firm function)
(Enhance Customer Service)
(Develop an effective customer service program) ( Stand behind your products) ( Be liberal in your settlements) (Admit errors and correct them ( Fulfill your promises)
(Create a Trusted Relationship)
*
GMRI
(Mine date to help your customer) (Have open and honest communication) (Be transparent) (Make the Internet the core of your trust building) IT (Create IT and market research expertise) (Reduce expenditures on mass media advertising) (Spend more on product development) (Increase budgets for Internet site enhancements) (Provide unbiased advice to customers) ( Build an virtual advisor and persona)
(Advocate for Your Customers)
*
GMRI
*
advisor
advocacy, ()
advocacy marketing  ()
advocacy pyramid  ()
attribute elimination
            (6 sigma green belt master black belt )
brand equity  ,
caveat emptor  ,
celebrity endorsement
competitive disadvantage 
conversion rate  ()
cross-cultural  (),
CS (customer satisfaction)
customer acquisition  , , ,
customer power  ,
customer retention 
deal prone  (), (),
dream CRM  “ CRM", CRM, CRM
enabler of customer power ,
ERP( Enterprise Resource Plan)
ex-customer
fad   
fulfillment 
informed buyer  , ,
intermediaries
killer application  , (,
  
)
lead  , , , (
       )
lead user
listening-in
NADA(National Association of Auto Dealers)
no-call registry  (
)
offerings ,
one-face-to-the-customer interface 
one-to-one marketing 
opt-in system 
persona
pushy message
*
retroactive pricing
Re reverse auction  ( ,   )
Ret Return on investment
SCM(supply chain management)
segment (market) 
share of mind, mind share (     )
side bar
,
third-party site  3
trust reserve ,
wealth managemenr ()
weights-and-balance scale