Samara 2010
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仂从仄亠仆 仂弍亢亟舒亠 于舒亢仆仂 亠舒 舒亟仂亠亶 仆舒磲 仗仂弍仍亠仄舒仄亳 亳 舒从亠仆亳亠 于仆亳仄舒仆亳亠 仆舒 于仍亳礌亳亳 仄舒从仂从仂仆仂仄亳亠从亳 舒从仂仂于 仆舒 仄舒从亠亳仆亞. 仆 仗仂亟亠从亳于舒亠 仆亠仂弍仂亟亳仄仂 舒亟舒仗舒亳亳 弍亳亰仆亠-舒亠亞亳亶 于 仍仂于亳 仆亠仂仗亠亟亠仍亠仆仆仂亳 亳 弍仆 亳亰仄亠仆亠仆亳亶 仆舒 仆从亠. 于仂 仗亳亰于舒亠 亳仗仂仍亰仂于舒 于仂亰仄仂亢仆仂亳, 于仂亰仆亳从舒ﾑ亳亠 于 从亳亰亳仆亠 于亠仄亠仆舒, 亠亠亰 从仗亠亳仄亠仆亳仂于舒仆亳亠 亳 仄亠仍亠 亳仆于亠亳亳仂仆仆亠 亠亠仆亳.
![Economics
Translation
[Recession
Translation]
Legal Sociocultural
Translation Industry Translation
Translation
Environments
Translation
Competitive
Demographic Translation Technological
Translation Translation
Political
Translation](https://image.slidesharecdn.com/samara2010-130128161019-phpapp02/85/Samara-2010-8-320.jpg)
Samara 2010
- 2. Man only likes to count his troubles, but he does not count his joys. ﾐ観礆 弍仂仍亠 仆舒于亳 亳舒 于仂亳 仆亠亟舒亳, 舒 仆亠 于仂亳 舒亟仂亳. Fyodor Dostoevsky 个亠亟仂 仂仂亠于从亳亶
- 3. North West Europe East South http://www.nationsonline.org/oneworld/europe.htm
- 5. Marketing = Creating Value Recession = Economics 舒从亠亳仆亞 = 弌仂亰亟舒仆亳亠 丶亠仆仆仂亠亶 亳亰亳 = 亅从仂仆仂仄亳 Profit Recession Recession from a marketing perspective: 亳亰亳 亳亰 仄舒从亠亳仆亞仂于仂亶 仗亠仗亠从亳于 A change in one Macro-environmental factor. 亠亠仄亠仆舒 于 仂亟仆仂仄 亳亰 舒从仂仂于 舒从仂-仂从亢亠仆亳 A change in consumer behaviour. 亠亠仄亠仆舒 于 仗仂于亠亟亠仆亳亳 仗仂亠弍亳亠仍 A potential change of competitor behaviour. 仂亠仆亳舒仍仆仂亠 亳亰仄亠仆亠仆亳亠 于 仗仂于亠亟亠仆亳亠 从仂仆从亠仆仂于. Traditional view on relevance : opportunity or threat. 丐舒亟亳亳仂仆仆亶 于亰亞仍磲 仆舒 于舒亢仆仂: 于仂亰仄仂亢仆仂 亳仍亳 亞仂亰舒.
- 6. Economists: yes (statistical concept) 亅从仂仆仂仄亳: 舒 (舒亳亳亠从亳亶 从仂仆亠仗) Marketeer A : yes, sales declined > Panic? 舒从亠仂仍仂亞 : 舒, 仂亟舒亢舒 仂从仍仂仆亠仆舒> 舒仆亳从舒? Marketeer B : no, sales increased > Do nothing? 舒从亠仂仍仂亞 : 亠, 仂亟舒亢舒 于亠仍亳亳仍舒> 亳亠亞仂 仆亠 亟亠仍舒? Marketeer C: nothing changed > No Panic , No Action? 舒从亠仂仍仂亞 弌: 亳亠亞仂 仆亠 亳亰仄亠仆亳仍仂> 亠 舒仆亳从亳, 亠 亠亠仆亳亶/亟亠亶于亳亶? Average consumer: yes it was on television 弌亠亟仆亳亶 仗仂从仗舒亠仍: 舒 仂 弍仍仂 仗仂 亠仍亠于亳亰仂.
- 8. Economics Translation [Recession Translation] Legal Sociocultural Translation Industry Translation Translation Environments Translation Competitive Demographic Translation Technological Translation Translation Political Translation
- 9. SWOT >STRATEGY >SUCCESS 弌丐> 弌舒亠亞亳> 丕仗亠
- 10. Trends can Models Future is Yearly Stability Linearity be and A strategy predictable planning identified numbers 丐亠仆亟 仄仂亞 弍亟亠亠 亢亠亞仂亟仆舒 仂亟亠仍亳 亳 弌舒弍亳仍仆仂 仍亳仆亠亶仆仂 弍 舒亠亞亳 仗亠亟从舒亰亠仄仂 仗仍舒仆亳仂于从舒 亳 仂仗仂亰仆舒仆
- 12. 仍仂弍舒仍亳亰舒亳 仂仗仂舒亳于仆仂仂亳舒仍仆舒 仂于亠于亠仆仆仂 Globalisation 丐亠仆仂仍仂亞亳亠从亳亠 Corporate 亳仆仂于舒亳亳 Social Technological innovation Responsibility 舒于仍亠仆亳亠 Environmental 仆亟亳亳 仂从亢亠仆亳 Industries Pressure System changes Translation Demographic 亠仄仂亞舒亳亠从亳 Customers shifts 仂亠弍亳亠仍亳 亠 亳亰仄亠仆亠仆亳 Increasing Suppliers Regulation Financing 仂舒于亳从亳 仂舒 亠亞仍亳 个亳仆舒仆亳仂于舒仆亳亠
- 14. Order and Chaos. Maurits Cornelis Escher (17 June 1898 27 March 1972), Dutch graphic artist, known for his often mathematically inspired woodcuts and lithographs.
- 15. Why? 仂亠仄? Because you are used to a turbulence and chaos! 仂仂仄 仂 于 仗亠仗仂仂弍仍亠仆仆 从 弍仍亠仆仆仂亳 亳 舒仂
- 16. An example of chaos theory 亳仄亠 亠仂亳亳 舒仂舒. Heat wave in Russia Globalisation 丐亠仗仍仂于舒 仂仍仆舒 于 仂亳亠 仍仂弍舒仍亳亰舒亳 Fires 亞仆亳 Chaos Theory Grain destroyed 亠仆亳舒 仆亳仂亢亠仆舒 丐亠仂亳 丱舒仂舒 Stop export 仂舒仆仂于从舒 从仗仂舒 small events Grain prices up 仂 亠仆 仆舒 仗亠仆亳 "仄舒仍亠仆从亳亠 仗仂亳亠亟于亳" Pasta more expensive , 亠仆 仆舒 于亠仄亳亠仍 仗仂于亠仍舒 Big consequences Heineken shares drop 仂仍亳亠 仗仂仍亠亟于亳 仗舒亟仂从 舒从亳亶 丱亠亳仆亠从亠仆
- 17. Dynamic Continuous Old planning Chaos Unprecedented Complexity New methods Evolutionary change ineffective planning 亳仆舒仄亳仆仂亠, 仂于亳亠 仗仂亟仂仍亢亳亠仍仆亠 舒亠 仗仍舒仆 仆亠 丱舒仂 亟仆仂亳 , 仆仂于亠 仄亠仂亟 亠于仂仍ﾑ亳仂仆仂亠 仗亠亠仆亟亠仆仂于 仗亠亠仄亠仆 亠亠从亳于仆 仗仍舒仆亳仂于舒仆亳亠
- 20. Levels and elements Consider 丕仂于仆亳 亳 亅仍亠仄亠仆. 舒亟仄舒亶. Management style 弌亳仍 仄亠仆亠亢仄亠仆舒 Strategic input 弌舒亠亞亳亠从亳亶 于从仍舒亟 Corporate level 仂仗仂舒亳于仆亶 仂于亠仆, Business level 亳亰仆亠 仂于亠仆 Marketing level 舒从亠亳仆亞 仂于亠仆 Marketing Objectives 舒亟舒亳 舒从亠亳仆亞舒 Marketing Strategies 舒从亠亳仆亞 舒亠亞亳亳, Marketing Control 仂仆仂仍 舒从亠亳仆亞舒.
- 21. Levels and elements Effects of Technology and Turbulence on Planning 丕仂于仆亳 亳 仍亠仄亠仆 亠从 亠仆仂仍仂亞亳亶 亳 弍仍亠仆亳 仗仍舒仆亳仂于仂从. Strategic input From analysis to continuous input in dialogues with all Management 弌舒亠亞亳亠从亳亶 于从仍舒亟 stakeholders. 舒仆舒仍亳亰舒 从 仗仂仂礌仆仂仄 于从仍舒亟 亳 亟亳舒仍仂亞舒仄 仂 亠仆亠亢仄亠仆. 于亠仄亳 于仍舒亟亠仍舒仄亳 舒从亳亶, Philosophy Corporate From matrices and numbers to narratives and plots From reflexive, cause-oriented planning 舒亳亳从 亳 亳 从 亰舒亟舒舒仄 亳 仗仍舒仆舒仄 thinking to active, response- level oriented thinking 丕仂于亠仆 仂仗仂舒亳于仆仂亶 A corporate playscript 仂仗仂舒亳于仆亶 舒亰亟亠仍 亰舒亟舒仆亳亶 仗仍舒仆亳仂于从亳 The synergies subplot , 弌亳仆亠亞亳亠从亳亶 仗仂亟仗仍舒仆 亠仆亠亢仄亠仆, 个亳仍仂仂亳, The financial subplot 个亳仆舒仆仂于亶 仗仂亟仗仍舒亟 亳弍从亳, 亠仍亠仆舒仗舒于仍亠仆 仄仍亠亶 从 舒从亳于仆仄, Brand planning to corporate level to coordinate stakeholder 仂于亠于亠仆仆仄 仄仍礆. expectations. 仍舒仆亳仂于从舒 弍仆亟舒 仆舒 从仂仗仂舒亳于仆仂仄 仂于仆亠 亟仍 从仂仂亟亳仆舒亳亳 仂亢亳亟舒仆亳亶 于仍舒亟亠仍亠于 舒从亳亶. Implementation Business The business playscript 亳亰仆亠 舒亰亟亠仍 亰舒亟舒仆亳亶 Aggressiveness + responsiveness planning level 亳亰仆亠 仗仍舒仆 must match level of turbulence Dramatis personae and roles 舒仄舒亳 亠仂仆舒亠 亳 仂仍亳 Links and rules 丶亠仗仂从亳 亳 仗舒于亳仍舒 亠于仍亠仆亳亠. Present and future value plots and subplots 仍舒仆亳仂于从舒 舒亞亠亳于仆仂 亳 仂于亠于亠仆仆仂 仂于亠仄亠仆 亳 弍亟亳 亠仆仂亠亶. 亟仂仍亢仆 仗仂亟仂亟亳 仂于仆 弍仍亠仆亳亳
- 22. Technologies for Interaction is interacting are available. Company Value 丶亠仆仆仂 Customer expected and valued 丐亠仆仂仍仂亞亳亳 亟仍 仆亠舒从亳于仆仂 亳仆亠舒从亳于仆仂 亳 亟仂仗仆 仂仄仗舒仆亳 仂亠弍亳亠仍 仂亢亳亟舒亠 亳 仂亠仆亳于舒亠 Tailored offerings Information and wants 亠亟仍仂亞舒亠仄亠 仆仂仄舒亳 亳 仆亢亟 仍亞亳/仗仂亟从
- 23. Marketing Effects of technology and turbulence on marketing Planning 仍亳礌亳亠 亠仆仂仍仂亞亳亶 亳 弍仍亠仆亳亳 仆舒 仄舒从亠亳仆亞 舒从亠亳仆亞 仗仍舒仆亳仂于从舒 (Online) Interaction makes Marketing a conversation with customers and stakeholders (仂仆仍舒亶仆) 仆亠舒从亳 亟亠仍舒亠 仄舒从亠亳仆亞 仗仂仂弍仂仄 舒亰亞仂于仂舒 仄亠亢亟 仗仂亠弍亳亠仍亠仄 亳 于仍舒亟亠仍舒仄亳 舒从亳亶 Objectives From product profitability to customer profitability Job title 舒亟舒仆亳 于亳亞仂仆仂亳 仗仂亟从亳亳 从 于亳亞仂仆仂亳 仂仍亢仆仂 仗仂亠弍亳亠仍. From Product manager to From current sales to customer lifetime value Customer Manager 仆仆亠仆亳 仗仂亟舒亢 从 亟仍亳亠仍仆仂亳 仗仂亠弍亳亠仍亠亶 仂 仂亟从 仄亠仆亠亟亢亠舒 从 From brand equity to customer equity 仗仂亠弍亳亠仍 仄亠仆亠亟亢亠 仂亟于舒 仆亟仂于 仗仂亠弍亳亠仍亠仄. From market share to customer equity share See next slide 仄舒从亠 舒从亳亶 从 仂亟于 仗仂亠弍亳亠仍从亳仄亳 仆亢亟舒仄亳. (仄仂亳 仍亠亟ﾑ亳亶 仍舒亶亟) Strategy Continuous. See business playscript New (digital) mindset and development 仂仂礌舒, 仄仂亳亠 弍亳亰仆亠 仗仍舒仆亳仂于从舒. (organising) skills needed 舒亰于亳亳亠 仂于亠 (亟亳亞亳舒仍仆亠) 舒亠亞亳亳 仗仂仂亶从亳 仄舒 亳 (仂亞舒仆亳亰舒亳仂仆亠) Strategy Evolutionary, adaptive, fast responses, personalisation. 仗仂仂弍仆仂亳 仆亢仆. implementation 亅于仂仍ﾑ亳仂仆舒, 仍亠亞从仂 舒亟舒仗亳亠, 弍仂 仂于亠舒亠, 仗仂仍亠仆亠仆亳亠 仍亳仆亠 仂仍亳. 舒亠亞亳亳
- 24. Customers Product Customers Product Customers Products Customers Product Customers Products From Product-Manager Driven To Customer-Manager Driven 仂亟从-仄亠仆亠亟亢亠 仂亳亠仆舒亳亳 仂 仂亠弍亳亠仍-仄亠仆亠亟亢亠仄亠仆 仂亳亠仆舒亳亳 Product-Managers and one-way mass marketing to push a Customer-Managers engage individual customers or narrow product to many customers . segments in two-way communications, building long term 仂亟从 仄亠仆亠亟亢亠 亳 仂亟仆仂-仄舒 仄舒从亠亳仆亞 亟仍 亠舒仍亳亰舒亳亳 relationships promoting the most valued products. 仗仂亟从舒 从 舒仄仂亶 亳仂从仂亶 仗弍仍亳从亠 仗仂亠弍亳亠仍亠亶. 仂亠弍亳亠仍- 亠仆亠亟亢亠仄亠仆 亰舒仆亳仄舒ﾑ 亳仆亟亳于亳亟舒仍仆仄亳 仗仂亠弍亳亠仍礆亳 亳仍亳 亢舒ﾑ 亠亞仄亠仆 于 亟于亠 从仂仄仆亳从舒亳亳, 仂亰亟舒ﾑ 亟仍亳亠仍仆亠 仂仆仂亠仆亳, 仗仂亟于亳亞舒 仗亠亠亟仂于亠 亳 舒仄亠 亟仂仂亞亳亠 仗仂亟从
- 25. Do not listen to others. Independently make your own, hard to defend,forecast. 亠 仍舒亶亠 亟亞亳. 弌舒仄仂仂亠仍仆仂 亟亠仍舒亶亠 于仂亶 亟仆仂 仂弍仂仂仆磳仄亶 仗仂亞仆仂亰. Benefit from unpredictability by being prepared for all relevant eventualities. 仂仍亰亶亠 于仂亰仄仂亢仆仂礆亳 仆亠仗亠亟从舒亰亠仄仂亳 磦仍 仗仂亟亞仂仂于仍亠仆仄 从仂 于亠仄 于仂亰亟仄仂亢仆仄 舒亰于亳亳礆 仂弍亳亶 亳 仗仂仍亠亟于亳礆. Stimulate your business luck by trial and error. Experiment in a recession. (love to loose to improve) 弌亳仄仍亳亶亠 于仂亶 弍亳亰仆亠 仗亠 仄亠仂亟仂仄 仗仂弍 亳 仂亳弍仂从. 亅从仗亠亳仄亠仆亳亶亠 于仂 于亠仄 从亳亰亳舒. (仍ﾐ頴狐亠 仗仂亳亞于舒 亟仍 仂亞仂 仂弍 仍亟亳)
- 26. Combine safe investments in core brands (85%)with highly speculative (15%) 仂仄弍亳仆亳亶亠 于仄亠亠 弍亠亰仂仗舒仆亠 于从仍舒亟 于 亞仍舒于仆亠 弍仆亟 (85%) 于仂从仂亞仂 仗亠从仍亳于仆仄亳 (15%) In case you have nothing to lose you can be aggressive and unreasonable 仍舒亠 亠仍亳 于舒仄 仆亠亠亞仂 亠 于 仄仂亢亠亠 弍 舒亞亠亳于仆仄 亳 弍亠亰仗亳亳仆仄.
- 27. Seize any opportunity .....in business and life! 仂仍亰亶亠 于亠仄亳 于仂亰亟仄仂亢仆仂礆亳... 从舒从 于 弍亳亰仆亠亠 舒从 亳 于 亢亳亰仆亳!
- 28. Seizing my opportunity (Nothing to loose) 仂仍亰 于仂亰仄仂亢仆仂 (仆亠亠亞仂 亠) I am available for consulting assignments and marketing and law lectures in Russia. 于仂弍仂亟亠仆 亟仍 从仂仆仍舒亳亶 仆a亠 亰舒亟舒仆亳亶 舒 舒从亢亠 仍亠从亳亶 仗仂 仄舒从亠亳仆亞 亳 亰舒从仂仆 于 仂亳亳. Seize your opportunity by booking me!!! 亠 仗亳亠 于仂 于仂亰仄仂亢仆仂 亳 仆舒亰仆舒舒亶亠 仂 仄仆仂亶 于亠!! Contact nico.jansen@inholland.nl and nico_jansen@htmail.com
- 29. Any idiot can face a crisis - it's day to day living that wears you out. 从舒亢亟亶 亳亟亳仂 仄仂亢亠 于亠亳 从亳亰亳仂仄 - 仗仂于亠亟仆亠于仆舒 亢亳亰仆 于仂 仂 仗仂亳亳仆仆亠 于仄舒于舒亠 于舒. Anton Chekhov 仆仂仆 丼亠仂于. You must trust and believe in people or life becomes impossible. 亟仂仍亢仆 亟仂于亠 亳 于亠亳 于 仍ﾐ莞黍 亳仆舒亠 亢亳亰仆 舒仆仂于亳 仆亠于仆仂亳仄仂亶
- 30. Life shrinks and expands in proportion to ones courage Anais Nin (French author) 亳亰仆 仂从舒舒亠 亳 舒亰亳磳 于 仗仂仗仂亳 仗亳 从舒亢亟仂亞仂. 仆舒亳 亳仆 (舒仆亰从亳亶 舒于仂) Be happy you are Russian, Russians have courage 亟亠 舒仍亳于 仂 于 于 仂亳亠, 从亳亠 亳仄亠ﾑ 仄亠仍仂.