 5.0.   
 

 

 


 
           ,   .     Z          .

 ,    ,       digital- MarkPlus, Inc.     -     ,     ,      .

     :

    COVID-19    ?

       ?

       5.0?

 ,           ,         5.0.?

 ,  ,            ?

  PDF A4   .





 ,  ,  

 5.0.   


    ,      Asia Marketing Federation.   MarkPlus, Inc.      ,        1998 ,   3.0   4.0.

 

        ,    ,   .        ,   ,              .

 

            .

 


PHILIP KOTLER

IWAN SETIAWAN

HERMAWAN KARTAJAYA



MARKETING 5.0

Technology for humanity



Copyright  2021 by John Wiley & Sons, Inc.

All Rights Reserved. This translation published under license with the original publisher John Wiley & Sons, Inc.



     ., 2021

 .   , 2022




 I







 1

    5.0





  


       3.0.          


  2009 .        27    .    ,           (1.0)      (2.0)      (3.0).

  3.0            ,    .          .          ,            .

   ,          .          .   ,   STP-[1 - STP-   ,        :  (. segmentation),  (. targeting),  (. positioning). . .],    4P[2 -   4P   ,    :    (. product),  (. price),    (. place),  (. promotion). . .]     ,          .

    3.0    .        :  (1.0),  (2.0)   (3.0).       ,            Y  Z.               -.




 4.0:   


     ,  4.0:     .    


,  2016 ,     ,    .           .            .    , ,    :  ,   .      4.0    ,        [3 -    ,        .  ,                  .  . .].

     4.0     ,                  .      24               .

       ,         .    (),    (NLP),  ,   (IoT)       .

        4.0,           .   ,             .   COVID-19      . C         ,           .

  ,        5.0:   .               ,    .        5.0   ,       ,   .    ,        .  ,  5.0       3.0     4.0.




    5.0


 5.0      :  ,        .            ,   .

 -  X            .     Y  Z      ,    .      ,    ,          .

         ,     .           .   ,      ,        .        ,              .

 ,       ,     ,  ,   .                   .               .      ,         .  ,       5.0   ,       ( 24).




   5.0?


 5.0            ,   ,        .       5.0   ,      ,     ,    -.       (),     (NLP), , ,   (AR),   (VR),   .        5.0.

      ,                 ,     .      ,           .               ,       (. Segment-of-one marketing).      ,  -.

    5.0.                    . ,         .        ,  ,    ,    .  PepsiCO,  ,     ,         .

        ,                  .               ,   Amazon, Netflix  YouTube.                            (cross-sell)     (upsell).



 5.0      :  ,        .            ,   .


                .  AB InDev,    Budweiser  Corona,                .  Chase     -        .  Lexus        ,     ,        ES.            .

  5.0    -.        ,    ,         .        -  .     ,      ,                . ,  Nestle         .  Hilton     -,     Tesco          .

             -. ,                .   Walgreens   .   ,   Sephora  IKEA,          .  Macys  Target       ,    .

            .    ,          .            Google  Microsoft.         .             -,        .

   5.0    .  -    -     ,     .     ,      .  ,    5.0    .              .   ,      ,  ,           .

    ,  ,         5.0.    ,    , ,          .      (. Customer experience, )  :     (.  1.1).            .

            . ,     ,      . -           (.  1.2).  ,             .   ,           .         ,         .

       ,    ,  ,  -      5.0.  ,      ,                .

       .        ,      .  5           .  6       ,            . ,   7             .






 1.        






 1.2.        






    


        ,           .         ,            .         .    ,       :

1.       

      .         : ,    ,   .  ,     ,  -        .         ,      .                ,        (One-to-one marketing).

2.     

       .            .                  .           ,  ,  ,            .       ,    ,    .

3.      

 -         : ,   ,      .              .        黠             ,    ,      .            .

4.      

    ,  :   ,           .             ,                 . -       ,    .     (AR/VR)           .  ,              ,   .

5.  

      ,         .     ,        (. lean) .                 .                 (. open-source)         .        ,      .




   5.0


 ,       ,  (),  ,   .   ,       ,       5.0.  5.0       :  ,     .        :        (.  1.3).          5.0.


 1:    

                  ,           .     5.0:          .






 1.3.    5.0




 2:  (agile) 

      -     , ,         .  ,      ,   ,         5.0.

        .         8,            12.  ,        5.0        .              .


 1:  

         ,   ,        .     ,   ,     .      9.


 2:  

         ,                 .  ,               .       10.


 3:  

                ,  -   .                  .       11.

          .  .  X    ,      ,       .            ,      ,     .         ,           ,     .        .       X    ,      ,    ,     .




:   


 5.0       3.0     4.0.             ,   ,        .           ,            .

,   5.0,      .           5.0.               ,            . ,       ,   .               .


  

               ?

           ?




 II

,      





 2

 





   -, X, Y, Z  


            ,   .                   ,      ,    .   ,   50-        ,       . ,          ,    ,         ,        .

        .           : -, X, Y, Z  .       .  -   .   X        .  Y       ,    Z      .       .               5.0.




   


           . , ,  X.      ,      .         MTV.           ,   ,      .   ,       ,        ,     .

          ,      ,     -. ,  Y    ,    .    Uber,    .           (on-demand services). -        .  Y     Spotify,    .

      ,           .         ,        .               .           ,         .       , , ,                  .

   ,         ,  -  X       .     ,     Y  Z,       . ,   ,  Y  Z           - X.      :           .




 


 ,    ,             ,        .        ,           .       ,    ,      .              .

          . ,              .      ,         ,   .      : -,  X,  Y,  Z    (.  2.1)


-:   

-   1946  1964 .  -                .           ,           .

 ,      1960-,     .     ,       .             .   ,    ,     ,   ,    .          ,     .

    ,  ,     ,         1970-.              .    -    X,       .






 2.1.       



             , -       .     -   ,   Y    . ,      ,   -            .       ,                 -.


 X: c   

 X     ,   1965   1980-.        -  Y,  X            .

 X   1970-   1980-     ,         .      .         ,   X          .       X     1990-,  ,  - 90210  .

   ,  X     ,       .     X       MTV       Walkman.  ,     CD  MP3,      .       DVD-    .  ,          ,     -.

      ,  X         .             X      .        ,     -,    X           ,   .


 Y: , 

 Y    1981  1996           .      (. millenium),     .      ,    Y    -.       .           ,   .




  .


   .

   ,     (https://www.litres.ru/book/filip-kotler/marketing-5-0-tehnologii-sleduuschego-pokoleniya-67141751/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


STP-   ,        :  (. segmentation),  (. targeting),  (. positioning). . .




2


  4P   ,    :    (. product),  (. price),    (. place),  (. promotion). . .




3


   ,        .  ,                  .  . .


