JMA World Marketing Conference

April 13, 14, 1998, Tokyo International Forum

REPORT

Appreciating the success of the JMA World Marketing Conference;

a bridge to the 21^st century

President, Japan Marketing Association President,
World Marketing Association
Michio Torii

The JMA World Marketing Conference, commemorating the 40^th anniversary of the Japan Marketing Association, ended in great success with more than a thousand participants from 34 countries all around the world, also with the honor of inviting the Crown Prince and Princess.

For this conference, we were able to have numerous, globally distinguished scholars and businessmen appear as guest speakers. The insightful, meaningful proposals and the discussions thoroughly developed by these people provided us with several suggestions regarding the roles we must perform in facing the approaching new society. What has remained in the hearts of you numerous participants? I am confident that this conference allowed you to see the guidelines for the 21^st century. Also, in preparing for the next century, this conference announced the establishment of the World Marketing Association (WMA) which will contribute to the development of World Economy and to the happiness of the people in the countries around the world. This is an expression of the intention that a global sharing of the knowledge and the know-how of marketing that each country has acquired till now will lead to a global economic development.

Because of the help from the numerous guest speakers, the moderators, and the eager audiences who eagerly participated and contributed to the success of the conference, this meeting was able to attract the attention of so many marketers of the world, and accomplish a great deal in serving as the bridge to the 21^st century. We are also grateful to all the committee members who were devoted to making this conference a success.

Through actions based on the conclusions reached in this meeting, Japan Marketing Association hopes to contribute to further development of world economy. Moreover, as mentioned previously, through the newly founded World Marketing Association, we hope to be pioneers in cutting through the way for the world economy facing the 21^st century, by enthusiastically strengthening international exchange and vitalizing exchange of information.

Please expect the best out of the Association, and we hope to receive continuous, warm support from you all.

April 1998

JMA World Marketing Conference
“Appeal of the Conference”
April 14, 1998
Director General, JMA
Professor emeritus, Waseda University
Masao Uno

The JAM World Marketing Conference, commemorating the 40^th anniversary of Japan Marketing Association, was opened with the honor of inviting the Crown Prince and Princess. There are not many precedents for such international conference with so many marketing-related countries and people present. It is regretful that, since the conference was held during a period of bewilderment in the Asian economy, many people could not attend it. However, we strongly believe that a conference such as this one and the results it produced will definitely contribute to the development of world economy.

Looking back on the two days of the conference, we pondered upon the “New Marketing 2001: Toward Creation and Innovation,” and searched for a new marketing paradigm in preparing for the 21^st century. “Communication in the New Age”, “Environmental Protection and Green Marketing”, “Distribution Revolution and Mega-Competition in the Retail Industry”, “Corporate Structures for the 21^st Century”, and “Marketing for Non-profit Organizations” were some of the recurring themes for discussions.

These are suggestions on how marketing should contribute to the welfare of the people, and we hope to develop marketing by deepening our relationships and working together with corporations, non-profit organizations and researchers world wide.

Based on the results produced by this World Conference, I would like to make the following “Appeals” of the conference.

1. In facing the 21^st century, let us unite the marketing associations around the world to contribute to the welfare of the people of all the countries, and to the development of world economy.

2. For this purpose, let us hasten the establishment of the “World Marketing Association.”

3. To become a strong propelling power of the World Marketing Association, let the Asia Pacific Marketing Federation strengthen its unity and vitalize its activities.

4. Similarly, let the marketing federations unifying each regions strengthen their unity and vitalize their activities, thus level the grounds for the World Marketing Association.

5. Specifically, we would propose to each associations planning to participate in the World Marketing Association to collaborate closely in the following points.

�@Exchange of marketing information ― through this, we would like to aim at the realization of a world common marketing data bank.

�A Exchange of marketing skills and promotion of collaborative research.

�B Active exchange of competent staff members not only among the industrial world and the academic world, but also including administration and other organizations.

�CAuthorization of special qualifications and entitlements for marketing, which will be globally recognized.

We propose for a research institution where marketing associations of each country could hold cooperative research meetings on these issues.

6. The next World Marketing Conference will be planned by the World Marketing Conference Secretariat, established within the headquarters of the World Marketing Association. Specifically, the conference will be held once every two or four years, and its cite will rotate among regions around the world.

The above mentioned aspects constitute the “appeal” of the JMA World Marketing Conference.

JMA World Marketing Conference: Report Day 1

Facing the Revolutionary Ages,

Proposing the Expectations of the Global Marketing Innovation

Day 1 Chairman: JMA Director General, Professor Emeritus of Waseda University

Masao Uno

Official Opening

Commemorating the 40^th anniversary of the Japan Marketing Association, the “JMA World Marketing Conference” was held with more than a thousand participants, at the Tokyo International Forum, on April 13^th and 14^th. For the official opening Michio Torii, President of JMA, gave the opening speech, followed by the welcome addresses by the Minister of International Trade and Industry and Tomming Lai, Former Director General of the Chinese Marketing Association, R.O.C. Also, from the keynote speech, the Crown Prince and Princess appeared and the conference marked a brilliant opening.

Keynote Speech

“Forecasting Revolutionary Ages”

Having Professor Toshiaki Izeki of Keio University as coordinator, Daniel Bell (Professor Emeritus of Harvard University) and Masakazu Yamazaki (Professor of East Asia University) gave the keynote speech titled “Forecasting Revolutionary Ages.”

Dr. Bell talked about the “Revolutionary Ages” from three distinctive points of view.

1 The new communications infra-structure

The new communications infra-structures such as the Internet are not only used as tools, but are actually changing the business itself. Previously, the market has been a place where people meet, but now, the physical place is being replaced by the network system.

2 The trajectories of new technology

The biggest characteristic in Post- industrial society is the shift away from mechanical technology towards electronic and intellectual technology. The three steps of the trajectories of information revolution are the innovative technology (telephones, televisions, etc.), expanding technology (mobile phones, networking, etc.), and niche (LAN, applications specified for the task of special fields such as telemarketing).

3 The Consumer Ladder

Marketing has expanded likely in the United States and Japan by the growth of the “middle class”, and now this expansion is occurring in other Asian countries. Just like there is an evolution in the technology, there is also an evolution in the consumer, and the consumers are now headed towards a creative niche that is individualized and flexible.

America has already created a society based on small scale enterprises developing the niche, and the big subject Japan is faced with is concerning the creation of a similar base.

On the other hand, Professor Yamazaki explained that the society now is similar to the world view that appeared in Alexandria after the collapse of the Greek Polis society in the 3^rd century B.C, and analyzed that various ideas have appeared, causing the loss of a single united system.

Moreover, concerning the relationship between information and individuals, three paradoxical tendencies were mentioned. The first tendency: A simultaneous development of globalization and individualization in the information media. The second tendency: Differentiation and standardization demanded by individualism. The third tendency: The tendency that as individualization progresses, further acknowledgment from others and more social rules are needed.

Concerning the expectations of the market, it was mentioned that due to informationizing and globalization, the following two distinctive markets would be formed; �@transparent, universal markets where the faces of the people cannot be seen, such as the financial market, market of agricultural products, and raw materials market. �Amarkets that are individual and not universal, such as medical, educational, welfare, and finance consulting markets.

Finally, Professor Izeki ended by mentioning the following trends of the Revolutionary Ages: �@Building up relationships and individual correspondence will be more and more important in Marketing. �AThe Revolutionary Age is not headed in one direction, and there coexist many paradoxes. Thus we must possess the knowledge of surviving these paradoxes and adapting to various, complex environments.

Keynote Speech

“Information Revolution and New Marketing Paradigm”

Having Professor Hotaka Katahira of the University of Tokyo as coordinator, Mr. Len Keeler of VerticalNet and Professor Yoshio Tsukio of the University of Tokyo produced the keynote speech.

Len Keeler, a consultant of the cyber-marketing, reported on the new marketing strategies and rules in the Digital Media age.

1 Computers have become an important tool in marketing by its linking together with communication networking. The development of Digital Media has had a great impact on the daily marketing activities and marketing strategies, changing the value of marketing itself. The biggest mistake that a marketer must avoid is creating a network and feeling secure.

2 Among the rules of realizing efficient business in the Digital Media age are; “accepting reform”, “acknowledging the size of the impact”, “becoming familiar with the tools yourself”, and “always prepare for the next step.” But the most important rule is that we ourselves must be a resident of the new Digital world, and understand that there is a world that surpasses any single nation.

Professor Tsukio discussed the structural change that would be brought on by the information revolution, from four sides;

1. The change in economic structures:

�@The disappearance of distance fee differences by price standardization

�AThe disappearance of time consciousness because of lower cost

�BThe disappearance of the idea of location by mobile communications

2. The change in communication structures:

�@A vast decrease in the cost of information communication

�AThe appearance of separate means of communication

�BHigher level of the value of information sharing

3. The change in distribution structures:

�@The shift from mass as object to individual as object

�AThe shift from planned production to ordered production

�BThe shift from producer leadership to consumer leadership

�CThe shift from tangible economy to imaginary economy

4. The change of market structures:

�@The disappearance of city-centered structure due to the abolishment of distance fee differences

�AThe disappearance of large enterprise control due to the decrease in communications cost

�BThe disappearance of market distribution structure due to separate communication structures

�CThe disappearance of regulation structures by the change in location consciousness

As the strategic changeovers that enterprises must consider in such age of revolutionary changes, the following three points were raised: “from size-oriented economy to speed-oriented economy”, “from information monopolizing to information sharing”, and “from financial-power-principle to attractive-power-principle”. Also, answering the question by Professor Katahira on what a long term strategy is, the answer was that “seeking what is not absorbed in the network is in itself discriminatory.”

Panel Discussion

“Social Roles, Expectations, and Potentials for Marketing”

Having Professor Emeritus Shoji Murata of Keio University as coordinator, four speakers discussed matters such as the expectations of global marketing.

�@C. E. Harstad , Vice President of 3M, talked about the management philosophy and brand strategy of 3M, taking the development of “POST IT” as an example. He argued that for innovation, solving customer problems and acquiring strong relationship with the distributors are important.

�AG. Lute, Vice President of Nestle S.A, talked about Nestle’s brand strategy centered in Europe, and argued the importance of being innovative at the same time maintaining the brand, and for that, creating clients with high brand loyalty and effectively promoting good relationships.

�BStan Shih. Chairman of the Acer Group, discussed Acer’s “Global brand, local touch” strategy. He mentioned that the vision is to create a client centered company by increasing the brand value of personal computers and destroying the wall between people and technology.

�CThe following is the thesis of the speech by Yoshiharu, Fukuhara, Chairman of Shiseido: Today, the philosophy of enterprise activities is not only concerned about profit. The image of corporations of the 21^st century is one that is producing economical value and at the same time producing other values thus becoming involved in society as a whole organization. Marketing must be thought to be the conception that will be directly involved with it.

Finally, Professor Emeritus Murata ended by stating that the new conception of value marketing could only be realized through precise information supplying to the clients and low cost management. He also argued that the important theme in marketing is innovation and originality of the enterprise, and that an enterprise that is concerned about philosophy will be the more attractive enterprise.

Summary: Mariko Akimoto, Jumonji Gakuen Women’s Junior College

JMA World Marketing Conference Report Day 2 Morning

Discussions on the Present and Future Images of

Environment Surrounding Marketing

Day 2 Chairman: Professor, Keio University

Mitsuaki Shimaguchi

The contents of the morning program of the second day consisted of a keynote speech and parallel sessions among four fields, for the purpose of adjusting to the changes of marketing environment and the future image of it. The following are the summary of each program.

Keynote Speech

“Changing Consumers' Attitude toward Consumption and Their Values”

In the keynote speech by the President of Dentsu Institute for Human Studies, Shinji Fukukawa, a prediction was made from international comparison of the changes in consumer’s value attitude that a global consumption society is approaching.

The New Consumer appearing as a result of Relaxing of regulations, globalization, informationizing, and aging society, will possess individuality, various and speedy needs, lower price orientation, value consciousness, and sense of belonging, as their special characteristics. For this, the enterprises will be demanded of its ability of product development and at the same time, will have the chance to expand their business opportunities. Adding to this, research showed that western and Japanese people valued a luxurious lifestyle whereas people in the Asian countries valued modernizing, and also because of the change of the standard of product choosing and relations with the future image, the following 3 points were pointed out as the new, important functions of the market: (1) Lifestyle innovation, (2) an opportunity of realization of humanity, and (3) arousing interest for a social system that prevent environmental disruption.

Session 1

“Marketing Communications in New Society”

In the first parallel session, under the theme of “Marketing Communications in New Society”, estimations were made concerning the changes that would be brought on by the development and spread of new media, and close examinations were made about the specific function of advertisement. The speakers were Executive Wolfgang Schaefer of Ogilvy & Mather, Deputy Director Hiroe Suzuki of Dentsu ITC, Chairman Tomming Lai of United Advertising, and Vice President Roger Jupp of European Marketing Confederation. Professor Yukihiko Uehara of Meiji Gakuin University served as coordinator.

Mr. Schaefer discussed the function and importance of brands today, and their meaning for advertisement. Especially, he emphasized the role of brands as cultural legends, using specific examples of advertising activities.

Mr. Suzuki explained that, for marketing communication in the approaching ages, marketing which emphasizes mutual relations between enterprise and consumer will gain importance, because of informationizing and maturing of the market. And along with that, Advertising companies will be demanded of conduction of value and publicizing of technology as Enterprise Agents, and also as agents of living people, they will perform roles of realizing age value, understanding and translation of lifestyle.

Mr. Lai discussed on how to cope with the new age, based on accounts of success, opening up of markets, regulation easing of the media, and reports on technological innovation of network marketing in Taiwan. He pointed out that as roles to be performed by the Advertising enterprise, designing and consulting of marketing activities will become important.

Mr. Jupp made a specific inspection on the new marketing environment surrounding business, in information society. He emphasized that the advertisement agents must produce innovative advertising styles, in preparation of the 21^st century where personal computers and new media will be at the center of people’s life.

Session 2

“Environmental Protection and Green Marketing”

In the second parallel session, under the theme of “Environmental Protection and Green Marketing,” it was pursued what marketers could do to protect the environment, in the relationship between enterprise and consumer. Former Chairman of the Marketing Association of Thailand Suphatr Tansathitikorn, Chief Secretary of Japan Eco-life Center Eiji Tanaka, Marketing Director of Aekyung Industrial Cho Seo Hwan, and General Manager of Environmental Management Division NEC Koji Yamaguchi were the main speakers. Professor Masao Nakanishi served of Kwansei Gakuin University served as coordinator.

Mr. Tansathitikorn said that marketers can consciously contribute to protect the environment, and stressed the importance of Green Marketing. Specifically, he proposed recycling and the development and spreading of products that are friendly to the environment.

Mr. Tanaka argued that to achieve a society with well balanced affluence, the notion of environment protection must be spread through social marketing. He also explained that in doing so, activities based on partnerships are important, and introduced examples of activities based on collaboration between public and private sectors and collaboration between regions.

Mr.Cho introduced an account of success of Green Marketing in the Korean market of detergent and beer, he argued that it is possible, in an age where consumers of the world are becoming increasingly conscious about the environment, to relate the enterprise’s positive attitude towards the environment to increase in sales, by the enterprises actively taking in the voices of the consumer in their marketing strategy.

Mr. Yamaguchi stressed the necessity of active involvement in this field from the viewpoint that the environment issue that companies are facing is not only a response to the pollution problems, but is more of a business strategy and thus one of the company’s competitive factors. As environment protection activities in NEC, recyclable products, promotion of green products, recycling of computers, and the revealing of these information were introduced.

Session 3

“Asia Pacific Markets - Today and Tomorrow”

In the third parallel session, under the theme “Asia Pacific Markets - Today and Tomorrow,” the characteristics of marketing in each Asia Pacific countries were examined, and the possibility of a unified value creating was pursued. Oliver Ho, Honorary Secretary of the Institute of Marketing Malaysia, Professor John Milton-Smith of Curtin University of Technology, President Cheong Kun Pui of the Marketing Institute of Singapore, and Professor David Tse of City University of Hong Kong were the main speakers. The coordinator was Professor Mitsuo Wada of Keio University.

Mr. Ho mentioned the variation of consumer in Asia, and using the concept of “Value Proposition,” proposed to present to the consumers the positioning of the enterprise in a strategic, clearer way.

Mr. Milton-Smith, after arguing the necessity of a strategic management approach in Asian marketing and the impact of globalization such as value fusion and global brands, discussed the possibility of an all-Asia brand.

Mr. Pui proposed the concept of “Partnership Marketing” which views the clients not only as consumers but as partners with whom the enterprises continues to mutually communicate and share knowledge, and to whose lifestyle the companies contribute to enrich, and who gives feed back on useful information.

Mr. Tse made a report and a prediction on the consuming power of the Asian cities, examined what the main force is in shaping the Asia Pacific cities, what influences the market system, and discussed the significance of its marketers and researchers.

Session 4

“Distribution Revolution and Mega-Competition in the Retail Industry”

In the fourth parallel session, under the theme “Distribution Revolution and Mega-Competition in the Retail Industry,” the development of new forms of business such as Electronic Commerce and the course of the distribution innovation were examined. President Mitsu Kimata of Aeon Forest, journalist Kaede Seville, Chairman Hermawan Kartajaya of Indonesia Marketing Association, and Rainer Zoubek, from the Vienna Representative Office in Japan were the speakers. Professor Yoshihiro Tajima of Gakushuin University served as coordinator.

Ms. Kimata reported the activities of THE BODY SHOP which has 1600 stores in 47 countries of the world, and is known for its region rooted franchise chain system. The application of the Internet was introduced as tools for consumers who do not have stores near them.

Journalist Kaede Seville reported on the distribution revolution undergoing in America. She specifically examined mass customization and electronic commerce brought on by the change of consumer tendency, including the psychological aspects, and the advancement of distribution technology, and she also pointed out the importance of global marketing as the prospects of American distribution business in the 21^st century.

Mr. Kartajaya reported on the conditions of the economic crisis that is presently assaulting Asia form the standpoint of Indonesia, and predicted the rise of a new consumer class as a result of the crisis.

Mr. Zoubek introduced the growth of consciousness of European consumers towards environment and the role of the Vienna Chamber of Commerce in the environment problem.

Summary: Takeo Kuwabara, Keio University

JMA World Marketing Conference: Report Day 2 Afternoon

Discussing from different angles,

the course and role of near future marketing

For the afternoon program of the second day of the conference, there were four parallel sessions held in the first half, and the second half consisted of summary and review of the whole conference. First, the common theme of the parallel sessions is “Marketing beyond the Millennium.” The purpose is to explore new directions, roles, and potentials of marketing.

Session 1

“Corporate Structures for the 21^st Century”

In this session, the future of business structures, the directions of the enterprises and organizations, and the new ways of business using the network were discussed.

As speakers, we had President Fumikatsu Tokiwa of Kao Corporation, Thomas Foley who is the channel manager of News Broadcasting Japan, President Peter Lorange of IMD, Professor Jerry Wind of the Wharton School, and Professor Hirotaka Takeuchi of Hitotsubashi University served as coordinator.

Based on the perspective that the course of business enterprises and organizations will change as the form of business changes, it was pointed out that it is necessary to create knowledge-creating companies. It was also explained how to run creative marketing in such organizations, and how to actively develop new management utilizing network organizations.

Session 2

“Towards Tomorrow’s Marketing”-A

As speakers, we had Professor Tan Chin Tiong of Singapore Management University, Rohit Deshpande who is the Executive Director of Marketing Science Institute, Russell W. Belk of the Association for Consumer Research of America, Professor Shizue Kishi of Japan Institute of Marketing Science, Vice President Daniel Leconte of ESOMAR, and as coordinator, Professor Takaho Ueda of Gakushuin University; a various and global line up which is adequate for the World Marketing Conference.

Terms and methods such as Relationship Marketing One-to-One-Marketing and Customer Intimacy were discussed, and the conclusion reached was that in the 21^st century, individuals must be respected and cared for more than anything else. This is to be understood not as company strategies but as assumed positions of the companies or as marketing performed as enterprise culture. It was significant in that the stress was on understanding the difference between the cultures of various nations and families.

Session 3

“Changes in Consumer’s Lifestyles and

Marketing for Non-Profit Organization”

The speakers were Lars Nordstrom, Professor of Gothenburg University; Yoshinobu Ishikawa, Governor of Shizuoka Prefecture; Elmar Toime, CEO of New Zealand Post; David Crockett, President and Jim Frierson from Chattanooga Institute; Takamichi Hamada, Director of the Ministry of International Trade and Industry. Professor Yoshiaki Watanabe of Josai University served as coordinator.

Based on the perspective that marketing is not limited to business and profit enterprises, the point discussed was how marketing could be utilized for non-profit organizations and administration.

Here, against the idea of client, regional residents and their satisfaction must be regarded with highest priority. It is this notion of “residents satisfaction” rather than client satisfaction.

The keyword replacing district administration would be local government management.

It was discussed how marketing is effective in town building, and the importance of strengthening the power of gathering customers and maintaining constant effort to renew attractiveness was stressed.

The ultimate understanding reached was that it is necessary to concentrate on building the city identity, and to move away from bureaucracy.

Session 4

“Towards Tomorrow’s Marketing”-B

This fourth session, as part two of the second session, sought for the marketing vision of the future.

We had an international line up of members as follows. Speakers: Alexander A. Braverman, Chairman of Russian Marketing Association; Tasaburo Kobayashi, President of Japan Advertising Council; Chieko Minami, representative of Japan Society of Marketing and Distribution; Bernard Blanche, Chairman of European Strategic Marketing Association; Michael Czinkota, Director of American Marketing Association; and Kim Dong Ki, Professor of Korea University. Coordinator: Mayumi Otsubo of Shizuoka Sangyo University.

In seeking for a new marketing for the 21^st century, the basic point of discussion was that it is necessary to view the clients as individual consumers.

It was reasserted that each consumers are different in their needs and types, and thus it is necessary to refine the development and spreading of hard and soft electronics.

Overall Summary

“The Vision of Marketing for the Future”

For the final session of the second day of the conference, all participants gathered back to Hall C after the parallel sessions, and discussed the “Visions of Marketing for the Future.” Five speakers appeared on stage, and the discussion was started with the coordination of professor Masanori Tamura of Kobe University.

Professor Michikazu Aoi of Keio University, Professor Akihiro Kamei of Waseda University, Professor Takemasa Ishihara of Osaka City University, Professor Shigeo Kuroda of Hokkaido University, and Professor Shinya Abe of Fukuoka University were the speakers; a line up consisting of professors only.

The biggest topic of this panel discussion was on the creation of a whole new marketing. This sprang from professor Tamura who pointed out that perhaps it is necessary to rebuild ‘marketing’ from the very base. From each session were reported the limitations of the present marketing system in coping with the changes of marketing environment, but although discussions were carried out on where to place the perspectives for a new accommodating marketing paradigm in the world of Revolutionary Age, the time was too short to imagine and create the best marketing system for the 21^st century, and this remains to be the topic needing a definite solution before we welcome the next century.

Closing Session

The second day of the conference was truly significant in that positions of each countries in the world, assertions, present situations, separate information, unique perspectives, and other information was feverishly exchanged, which was quite appropriate for being a World Marketing Conference, as the name suggests.

The closing remark or the “appeal” of the conference that was given by JMA Director General Masao Uno in the closing session was reassuring, impressive, and heart warming.

The participating audiences listened eagerly for the two days, and only a minimal people left half way. Speakers, coordinators, audiences, and the Steering committee all worked closely together which brought about this grand success.

The conference hall was filled with excitement, and the hospitality and good will extending through the entire hall will surely remain in the hearts of the people.

Finally the conference closed with two declarations.

Declaration towards establishment of World Marketing Association (cf. p. 3.)

Closing Remark; Appeal of the Conference (cf. p. 2.)

Among the numerous international conventions, this conference was one that achieved great success in its scale, enthusiasm, content, and served as the bridge to the 21^st century.

Summary: CI & Marketing Consultant Haruo Asanuma

■The Objective of Holding the JMA World Marketing Conference

In the postwar period, Japan has continued to develop its economy and industry, but due to the collapse of the bubble economy in this decade, the consumer market was cooled down and the sense of values of the consumers and consuming pattern were greatly altered by the price breakdown. On the other hand, advanced information technologies such as the Internet developed and progressive globalization of economy revealed paradoxes of the former economical structure and social system such as the flaws and regulations of the financial system and enormous cumulative deficits, and our country is now facing its first great turning point. In realizing these severe situations, our association decided to hold a international conference for marketers, commemorating its 40^th anniversary.

■The Basic Concept of Preparing the Conference Program

As we face the 21^st century, we witness impressive development especially in the information technology, and people’s consciousness and lifestyles are changing dramatically. These factors contribute to the change of consumer action and its form, size, and speed are progressing in a way we have never imagined. On the other hand, world economy is moving towards globalization and borderless forms, and the industrial world is demanded to deal with consumers and internationally collaborate with a completely new set of perspectives. In coping with such situation of drastic change, we have set the keywords for organizing the conference program as follows, and have decided to discuss marketing in the 21^st century from business practice and theory.

Creation and innovation in the Revolutionary Ages

Information Revolution and Marketing Innovation

Global competition and development of network society

Relationship between marketing and security, trust, welfare

The course of enterprises in the 21^st century

Future style marketing

■The final World-wide Marketing Conference in this century

This conference welcomed a total of more than a thousand people, including more than a hundred foreign guests from 34 countries and regions around the world. For the two days, 66 distinguished speakers and coordinators produced serious and vivid speeches and discussions covering environmental issues and non-profit marketing, and the program was highly evaluated by many parties, and JMA’s international contribution was greatly praised both domestically and internationally.

■Overall Theme

New Marketing 2001:

〜Toward Creation and Innovation〜

■Date of Conference

April 13th, 14th, 1998

■Venue

Tokyo International Forum

■Participants

Foreign 125 from 34 countries and regions

Domestic 932

Total 1057

■Speakers

Foreign 32, domestic 34 (of which 3 coordinators, 10 moderators), total 66

■Contents of the Program

●April 13th●

Chair

Masao Uno (JMA Director General)

Official Opening

Opening speech Michio Torii (President, JMA)

Welcome addresses Mitsuo Horiuchi (Minister of International Trade and Industry)

Tomming Lai (Former Director General, Chinese Marketing Association, R.O.C.)

Opening Remarks Masao Uno

Keynote Speech

“Forecasting Revolutionary Ages”

Speakers: Daniel Bell (Professor Emeritus, Harvard University)

Masakazu Yamazaki (Professor, University of East Asia)

Coordinator: Toshiaki Izeki (Professor, Keio University)

“Information Revolution and On-Line Marketing”

Speakers: Len Keeler (Executive, VerticalNet) Yoshio Tsukio (Professor, the University of Tokyo)

Coordinator: Hotaka Katahira (Professor, the University of Tokyo)

Panel Discussion

“Social Roles, Expectations, and Potentials for Marketing”

Panelists: Graham Lute (Vice President, Nestle S.A), Stan Shih (Chairman, Acer Group),Yoshiharu Fukuhara (President, Shiseido)

Coordinator: Shoji Murata (Professor Emeritus, Keio University)

●April 14, AM●

Chair

Mitsuaki Shimaguchi (Professor, Keio University)

Keynote Speech

“Changing Consumers’ Attitude toward Consumption and Their Values”

Speakers: Shinji Fukukawa (President, Dentsu Institute for Human Studies)

Coordinator: Junzo Ishii (Professor, Kobe University)

Parallel session 1 “The Changes of Social Environment and the Future of Marketing”

“Marketing Communication in New Society”

Speakers: Wolfgang Schaefer (Executive, Ogilvy & Mather), Hiroe Suzuki (Deputy Director, Dentsu ITC), Tomming Lai (Chairman, United Advertising), Roger Jupp (Vice President, European Marketing Confederation)

Coordinator: Yukihiko Uehara (Professor, Meiji Gakuin University)

“Environmental Protection and Green Marketing”

Speakers: Suphatr Tansathitikorn (Former President, Marketing Association of Thailand), Eiji Tanaka (Chief Secretary, Japan Eco-Life Center), Cho Seo Hwan (Marketing Director, Aekyung Industrial), Koji Yamaguchi (General Manager, Environmental Management Division, NEC)

Coordinator: Masao Nakanishi (Professor, Kwansei Gakuin University)

“Asia Pacific Markets - Today and Tomorrow”

Speakers: Oliver Ho (Honorary Secretary, Institute of Marketing Malaysia), John Milton-Smith (Professor, Curtin University of Technology), Cheong Kun Pui (President, Marketing Institute of Singapore), David Tse (Professor, City University of Hong Kong)

Coordinator: Mitsuo Wada (Professor, Keio University)

“Distribution Revolution and Mega-Competition in the Retail Industry”

Speakers: Mitsu Kimata (President, the Aeon Forest), Kaede Seville (journalist), Hermawan Kartajaya (President, Indonesia Marketing Association), Rainer Zoubek (Chief Representative, Vienna Representative Office in Japan)

Coordinator: Yoshihiro Tajima (Professor, Gakushuin University)

●April 14, PM●

Parallel Session 2 “Marketing Beyond the Millennium”

“Corporate Structures for the 21^st Century”

Speakers: Jerry Wind (Professor, the Wharton School), Thomas Foley (Channel Manager, News Broadcasting Japan), Fumikatsu Tokiwa (Chairman, Kao Corporation), Peter Lorange (President, IMD)

Coordinator: Hirotaka Takeuchi (Professor, Hitotsubashi University)

“Towards Tomorrow’s Marketing”-A

Speakers: Shizue Kishi (Representative, Japan Institute of Marketing Science), Daniel Leconte (Vice President ESOMAR), Tan Chin Tiong (Professor, Singapore Management University), Russell W. Belk (Representative, Association for Consumer Research), Rohit Deshpande (Executive Director, Marketing Science Institute of America)

Coordinator: Takaho Ueda (Professor, Gakushuin University)

“Changes in Consumers’ Lifestyles and Marketing for Non-profit Organization”

Speakers: Yoshinobu Ishikawa (Governor, Shizuoka Prefecture), Elmar Toime (CEO, New Zealand Post), Takamichi Hamada (Director, Ministry of International trade and Industry), Lars Nordstrom (Professor, Gothenburg University), David Crockett and Jim Frierson (Chattanooga Institute)

Coodinator: Yoshiaki Watanabe (Professor, Josai University)

“Towards Tomorrow’s Marketing”-B

Speakers: Alexander A. Braverman (President, Russian Marketing Association), Kim Dong Ki (Professor, Korea University), Tasaburo Kobayashi (President, Japan Advertising Council), Chieko Minami (Representative, Japan Society of Marketing and Distribution), Michael Czinkota (Director, American Marketing Association), Bernard Blanche (Chairman, European Strategic Marketing Association)

Coordinator: Mayumi Otsubo (Professor: Shizuoka Sangyo University)

Summary of the first and second day

“The Vision of Marketing for the Future”

Panelists: Michikazu Aoi (Professor, Keio University), Shinya Abe (Professor, Fukuoka University), Takemasa Ishihara (Professor, Osaka City University), Akihiro Kamei (Professor, Waseda University), Shigeo Kuroda (Professor, Hokkaido University)

Coordinator: Masanori Tamura (Professor, Kobe University)

Declarations Towards Establishment of World Marketing Association

Dinos Lambrinopoulos (Council Chairman, World Marketing Association)

Appeal of the Conference

Masao Uno (Director General, JMA)

Closing Remark

Masao Uno (Director General, JMA)

Other Information

Welcom Party April 12

Reception Party April 13, sponsored by Dentsu Inc.

Luncheon April 13, sponsored by Suntory Ltd..

April 14, sponsored by Hakuhodo Inc.

Coffee Break April 13, sponsored by Nestle Japan Ltd.

April 14, sponsored by UCC Ueshima Coffee Co., Ltd.

Optional Tours Sight seeing in Kamakura, Kabuki appreciation, and 2 more courses, 26 people attended.