Defining Marketing for the 21st Century

Slides:

Advertisements

Similar presentations

Vishnu Parmar, IBA University of Sindh, Jamshoro

Advertisements

Introduction to Marketing

Creating and Capturing Customer Value

Addition 1’s to 20.

Defining Marketing for the 21st century

1 Defining Marketing for the 21st Century

Chapter 1 Marketing: Managing Profitable Customer Relationships

MARKETING MANAGEMENT 14th edition

ENT 4320 Marketing Management Marketing – Concepts and Trends Arild Aspelund.

1-1 What is Marketing? Marketing is what organizations do to create, communicate, and deliver value to customers. It can also manage customer relationships.

Seminar Pemasaran Seminar Pemasaran Konsep Marketing.

Copyright 2009, Prentice-Hall, Inc.1-1 A Framework for Marketing Management Chapter 1 Defining Marketing for the 21 st Century.

1 Defining Marketing for the 21st Century

Marketing Management • 14e

Marketing for the 21st Century

Defining Marketing for the 21 st Century Marketing Management, 13 th ed 1.

Marketing Management Chapter 1.

Slide 1.1 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009 Introduction to marketing Lecture.

Marketing Management Chapter 01.

1 Marketing Management, 13 th edition MQC Marketing Quality Circle.

Defining Marketing for the 21st Century

Defining Marketing for the 21st Century

Defining Marketing for the 21 st Century Marketing Management, 13 th ed 1.

1 Defining Marketing for the 21 st Century 1. Chapter Questions  Why is marketing important?  What is the scope of marketing?  What are some fundamental.

Defining Marketing for the 21st Century

BUS7450 Strategic Marketing Management Week 1 Dr. Jenne Meyer.

Introduction to Marketing

Chapter One Marketing: Managing Profitable Customer Relationships.

Defining Marketing for the 21st Century

Understanding Marketing Management (week 1) Dr. Ananda Sabil Hussein.

Sultan Ahmed Associate Professor. Lecture objectives You would be able to answer the followings after reading the chapter: 1. Definitions: Market, marketing,

Defining Marketing for the 21 st Century Marketing Management, 13 th ed 1.

Kotler Keller PhillipKevin Lane Marketing Management 14e.

MARKETING MANAGEMENT 12 th edition 1 Defining Marketing for the 21 st Century KotlerKeller.

Lecture 1 Defining Marketing for the 21 st century By: Dr Shahinaz Abdellatif.

Good Marketing is No Accident The roaring success of four-wheeler Tata Ace, in a market earlier dominated by three-wheeler load carriers, was due to a.

1 Defining Marketing for the 21 st Century 1. Chapter Questions  Why is marketing important?  What is the scope of marketing?  What are some fundamental.

Marketing in today’s economy (week 1) Dr. Ananda Sabil Hussein.

A FRAMEWORK for MARKETING MANAGEMENT Kotler KellerCunningham Chapter 1 Defining Marketing for the 21 st Century.

MARKETING MANAGEMENT 12 th edition 1 Defining Marketing for the 21 st Century KotlerKeller.

DEFINING MARKETING FOR THE 21ST CENTUREY

Marketing Management Chapter 1

The learning objectives: What is Market? What is Marketing and marketing management? Marketing core Concepts Marketing management philosophies 1.

Defining Marketing for the 21 st Century Marketing Management, 13 th ed 1.

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer.

Marketing Unit - I. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value.

MARKETING A SOCIAL DEFINITION: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering,

Defining Marketing for the 21st Century 1 Marketing Management.

MARKETING MANAGEMENT 12 th edition 1 Defining Marketing for the 21 st Century KotlerKeller.

1 MARKETING AND MARKETING MANAGEMENT Module 1. 2 Objectives Defining marketing and marketing management The scope of marketing Some fundamental marketing.

Principles of Marketing

Chapter One Creating and Capturing Customer Value.

1 Defining Marketing for the 21 st Century 1. Chapter Questions  Why is marketing important?  What is the scope of marketing?  What are some fundamental.

6aug08Slide 1 of 24 Defining Marketing for the 21 st Century Marketing Management, 13 th ed Marketing Management.

Marketing Management Introduction. Today’s Agenda Let’s Know Each Other Discuss on the course profile What is Marketing to you? Some Marketing Concepts.

Defining Marketing for the New Realities

Principles of Marketing

1 Defining Marketing for the 21st Century

UNIT - 1 MARKETING CONCEPTS. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering.

Marketing: Managing Profitable Customer Relationships

Marketing Management Lecture 1 Introduction to Marketing Management

What is Marketing? Marketing is societal process by which individuals and groups obtain what they need and want through creating, offering and freely.

1 Defining Marketing for the 21st Century

Marketing: Managing Profitable Customer Relationships

MARKETING MANAGEMENT Session 1 Course Facilitator Kashif Mahmood.

Defining Marketing for the 21st Century

Principles of Marketing

Principles of Marketing

Presentation transcript:

Defining Marketing for the 21st Century MARKETING MANAGEMENT Defining Marketing for the 21st Century Kotler Keller

What is marketing?

What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

What is marketing management?

What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Marketing Management Tasks Developing marketing strategies Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth

What is the difference between marketing and selling?

Selling is only the tip of the iceberg “There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker

What is Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas

Marketing Goods

Marketing Ideas: Friends Don’t Let Friends Drive Drunk This is the watch Stephen Hollingshead, Jr. was wearing when he encountered a drunk driver. Time of death 6:55 p.m.

Key Customer Markets Consumer markets Business markets Global markets Nonprofit/Government markets

Figure 1.2 A Simple Marketing System

Figure 1.1 Structure of Flows in a Modern Exchange Economy

Company Orientations Production Product Selling Marketing

Figure 1.4 The Four P’s

Marketing Mix and the Customer Four P’s Product Price Place Promotion Four C’s Customer solution Customer cost Convenience Communication

Core Concepts Needs, wants, and demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction Marketing channels Supply chain Competition Marketing environment Marketing planning

What Motivates a Consumer to Take Action? Needs - states of felt deprivation including physical needs for food, social needs for belonging and individual needs for self-expression. i.e. I am thirsty. Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a Coca-Cola. Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola.

Factors Influencing Marketing Strategy

Create or Satisfy Needs? Marketing Debate Does Marketing Create or Satisfy Needs?