Why is Marketing
Even More
Important Now?
1-1
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
“There is just a job, and in more
cases than ever before it will go
to the best, smartest, most
productive, or cheapest worker –
wherever he or she resides.”
Chapter 6 The Untouchables, The World Is Flat, 2007
Flat,
edition, Thomas L. Friedman.
Why is Marketing Even More Important Now?
1-2
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
“As the cost of communicating with the other side of
the globe falls essentially to zero, as India becomes
(by 2010) the country with the most English speakers
in the world, and as developing nations continue to
mint millions of extremely capable knowledge
workers, the professional lives of people in the West
will change dramatically. If number crunching, chart
reading and code writing can be done for a lot less
overseas and delivered to clients instantly via fibre-
fibre-
optic cable, that’s where the work will go.”
A Whole New Mind: Moving from the Information Age
to the Conceptual Age, Daniel Pink.
Age,
Why is Marketing Even More Important Now?
1-3
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
“’Untouchables’, in my lexicon,
are people whose jobs cannot be
outsourced, digitalised, or
automated.”
Chapter 6 The Untouchables, The World Is Flat, 2007
Flat,
edition, Thomas L. Friedman.
Why is Marketing Even More Important Now?
1-4
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
“In a world upended by outsourcing, deluged
with data, and choked with choices, the
abilities that matter most are now closer in
spirit to the specialities of the right [brain]
hemisphere – artistry, empathy, seeing the
big picture, and pursuing the transcendent.”
A Whole New Mind: Moving from the
Information Age to the Conceptual Age, Daniel
Age,
Pink.
Why is Marketing Even More Important?
1-5
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
Untouchables:
Great Collaborators and Orchestrators
Great Synthesisers
Great Explainers
Great Leveragers
Great Adapters
Green People
Passionate Personalisers
Math Lovers
Great Localisers
Chapter 6 The Untouchables, The World Is Flat, 2007 edition,
Flat,
Thomas L. Friedman.
Why is Marketing Even More Important Now?
1-6
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
If you want to be untouchables – people
with jobs that a “computer or robot cannot
do faster or some talented foreigner cannot
do cheaper and just as well”, you need to
well”,
focus on constantly developing your right-
right-
brain skills – “such as forging relationships
rather than executing transactions, tackling
novel challenges instead of solving routine
problems, and synthesising the big picture
rather than analysing a single component”.
A Whole New Mind: Moving from the Information Age to the
Conceptual Age, Daniel Pink.
Age,
Why is Marketing Even More Important Now?
1-7
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
“But only certain kinds of white-collar jobs –
white-
those that can be reduced to a set of rules,
routines, and instructions. That’s why narrow left-
instructions. left-
brain work such as basic computer coding, accounting,
legal research, and financial analysis is migrating
across the oceans. But that’s also why plenty of
opportunities remain for people doing less routine
work – programmers who can design entire systems,
accountants who serve as life planners, and bankers
expert less in the intricacies of Excel than in the art of
the deal.”
A Whole New Mind: Moving from the Information Age
to the Conceptual Age, Daniel Pink.
Age,
Why is Marketing Even More Important Now?
1-8
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
Marketing is both an art and a science and combines
both narrow left-brain work and ‘high concept’, ‘high
left-
touch’ creative right-brain work.
right-
‘High concept’: involves the ability to create artistic
and emotional beauty, to detect patterns and
opportunities, to craft a satisfying narrative, and to
come up with inventions the world didn’t know it was
missing.
‘High touch’: involves the capacity to emphasise, to
understand the subtleties of human interaction, to
find joy in one’s self and to elicit it in others, and to
stretch in pursuit of purpose and meaning.
– DEFINITIONS based on A Whole New Mind: Moving
from the Information Age to the Conceptual Age, Daniel
Age,
Pink.
Why is Marketing Even More Important Now?
1-9
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
But how exactly do you go about nurturing
your right-brain skills?
right-
One way to nurture your right-brain is by doing
right-
something you love to do – or at least like to do –
because you will bring something intangible to it,
something out of your right brain, which cannot be
easily repeated, automated, or outsourced.
As Pink puts it: “The sort of abilities that matter
most now it turns out are also the sorts of things
that people do out of intrinsic motivation.”
The World Is Flat, 2007 edition, Thomas L. Friedman.
Flat,
Why is Marketing Even More Important Now?
1-10
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
We and especially you (because you are likely to live
longer than me) are living in a time of rapidly
increasing competition for resources. (We discuss this
resources.
later.)
For now, consider the following:
“People in the Third World aspire to First World living
standards”. “If the people of China alone achieved a
First World living standard while everyone else’s
living standard remained constant, that would double
our human impact on the world (Chapter 12).”
Collapse: How Societies Choose To Fail Or Succeed, 2005,
Succeed,
Jared Diamond. (P. 495).
Why is Marketing Even More Important Now?
1-11
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
“Even if the human populations of the Third
World did not exist, it would be impossible
for the First World alone to maintain its
present course, because it is not in a steady
state but is depleting its own resources as
well as those imported from the Third World.
At present, it is untenable politically for First
World political leaders to propose to their
own citizens that they lower their living
standards . . . ”
Collapse: How Societies Choose To Fail Or Succeed,
Succeed,
2005, Jared Diamond. (P. 496).
Why is Marketing Even More Important Now?
1-12
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
“By 2010 two billion people and close to 80
million companies will be trading on the
Internet – all the time, in real time!”
“In India and China, which doubtless will
be the biggest economies by 2030, there
will be over two billion people connected
to the Internet. Today worldwide there are
a little under 400 million. India and China
will have five times the Internet economic
output in their countries that we have
today worldwide from those 400 million.”
Thomas Power, Chief Knowledge Officer, The
Ecademy.com, www. Ecademy.com, August 2000.
Why is Marketing Even More Important Now?
1-13
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
“. . . increasing ease of global market entry
means new suppliers hunting your
customers. And new suppliers are going to
keep coming and coming . . . your customers
are going to be under siege.
“In tomorrow’s world only extreme
performers by today’s standards will
survive. For these extreme performers
immersing their whole operation in the
brand will be their differentiator.”
Will Murray, Brand Storm, A Tale of Passion,
Betrayal, and Revenge, 2000. (P. x)
Revenge,
Why is Marketing Even More Important Now?
1-14
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
What industries should you avoid?
The long-term sick (US airlines, US car companies)
long-
Industries immediately affected by credit and
economic crises (home builders, mortgage lenders,
monoline insurers)
Industries soon affected by credit and economic
crises (retailing, restaurants, manufacturing and
food processing).
Industries that produce high-priced consumer
high-
durable goods and luxury goods such as cars and
jewellery.
Why is Marketing Even More Important Now?
1-15
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
A non-definitive list of recession-proof industries:
non- recession-
Medical Services / Healthcare / Pharmaceuticals
Necessities: food / grocery stores / cosmetics
Education
Entertainment
Home & vehicle repair & maintenance / improvement
Debt collection
Tax preparation / simplification
Career / Job search / Life coaching
Energy
Security / Alarm services companies
Weapons industry
Vices
Why is Marketing Even More Important Now?
1-16
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
Unhealthy Investments Are Best!
By Andrew M. Gordon
What trumps a stalled economy? Demographics. And
Demographics.
what are the two biggest demographic trends today?
Globally, it's the rapid growth of a middle class in countries
like India, China, and Brazil [and Russia; the so-called
India, China, Russia; so-
BRIC countries, CS]. They want what we already have: a
nice car and house, modern appliances, and good education
and health care for their children.
Domestically, it's back to the future. Boomers [like me,
CS] still rule. And they're getting old. Hospitals, long-term-
long-term-
care facilities, vaccines, and medicines of all kinds will see
greater demand.
What these two trends have in common is health care.care.
Globally and domestically, it's set to grow – even if the
economy isn't.quot;
Why is Marketing Even More Important Now?
1-17
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
A few last points: “In a study of single and married
women from countries across the world, females
consistently rated ‘ambition’ and ‘industriousness’ as
‘important’ or ‘indispensable’. This was not true for
men.”
“The pattern was clear. Men sought attractiveness and
offered resources. Women sought resources and offered
attractiveness.”
“Buss cites several studies that independently demonstrate
that high-earning women in the U.S.A. are even more
high-
demanding in their demand for status in men. Female
millionaires want male billionaires.”
Why is Marketing Even More Important Now?
1-18
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
So . . . you MUST learn how to market (brand)
(brand)
yourself and your company much better than the
competition if you are not going to suffer lower living
standards,
standards, in the near future.
Competition is increasing fast, resources are not!
Former Fed chairman Alan Greenspan predicts that
the Fed will have to raise interest rates to double-
double-
digit levels in coming years to thwart inflation. [Too
[Too
much demand vs. too little supply.]
supply.]
– The flow of people into the workforce in developing
countries such as China, which has seen a movement of
workers from farms into factories, will slow, leading to
stronger wage pressures and prices, he says. The
prices,
impact will be global.
global.
Why is Marketing Even More Important Now?
1-19
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing Even
More Important Now?
UPDATE: The next phase of the world’s
economic downturn is taking shape: a
global jobs crisis.
crisis.
. . . the severity, breadth and likely length of the
recession, together with changes in the structure of
labour markets in both rich and emerging
economies, suggest the world is about to undergo
its biggest increase in unemployment for
decades.
decades.
“The Economist”, 390, 8622, March 14th, 2009, p64.
Why is Marketing Even More Important Now?
1-20
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Your Instructor: 1
Chris Shallow
Degree in European Studies (BA, Hons.)
Hons.)
Post-
Post-graduate diplomas in Export Marketing
Management, and Information Technology in
Business. Studying for MSc in Marketing.
More than 20 years marketing management
experience in American, British, Czech,
German, and Japanese companies. Now coach
& consultant.
Lecturer in advertising, e-commerce, e-
e- e-
marketing, globalisation and marketing.
Why is Marketing Even More Important Now?
1-21
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Your Instructor: 2
Chris Shallow
Experienced in teaching business
English both general and specialised (e.g.
financial, management, marketing) to
marketing)
Czech and Slovak managers at all levels, in
international companies in a variety of
industries including engineering, logistics,
pharmaceuticals and steel.
steel.
I have always received very positive feedback
from both clients and participants in courses
which I have run.
run.
Why is Marketing Even More Important Now?
1-22
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Chris Shallow
http://www.linkedin.com/in
/chrisshallow
cshallow@gmail.com

Why is Marketing Even
More Important Now?
End
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com

Why is Marketing
Even More
Important Now?
1-25
C.M.G. Shallow BA DipExM DipITB cshallow@gmail.com