Marketing 420 MKT Contemporary Issues in Marketing

1 - 1 What is Marketing? Marketing is managing profitable customer relationships Marketing is managing profitable customer relationships  Attracting new customers  Retaining and growing current customers “Marketing” is NOT synonymous with “sales” or “advertising” “Marketing” is NOT synonymous with “sales” or “advertising”

1 - 2 What is Marketing? Kotler’s social definition: Kotler’s social definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”

1 - 3 Goods Goods Services Services Experiences Experiences Events Events Persons Persons Places Properties Organizations Information Ideas Many Things Can Be Marketed! What is Marketing?

1 - 4 Goods Goods Services Services Experiences Experiences Events Events Persons Persons Places Properties Organizations Information Ideas Many Things Can Be Marketed! What is Marketing?

1 - 5 What is the difference between Customer and consumer? What is Marketing?

1 - 6 Marketing Management Production concept Production concept Product concept Product concept Selling concept Marketing concept Societal marketing concept Societal marketing concept Management Orientations Marketing Management

1 - 7 Marketing Mix Product Product Price Price Place Place Promotion Promotion

1 - 8 Marketing Mix 7Cs Service Marketing Mix?

4- 9 Key Environments Marketing Environment Marketing Environment  The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers.  Aspects of the marketing environment:  Microenvironment  Macroenvironment

4- 10 Factors Affecting a Firm’s Ability to Serve Customers The Microenvironment Company Company Suppliers Suppliers Customer Markets Customer Markets Competitors Publics Marketing Intermediaries

4- 11 The Microenvironment Departments within the company impact marketing planning. Departments within the company impact marketing planning. Suppliers help create and deliver customer value. Suppliers help create and deliver customer value.  Treat suppliers as partners. Marketing intermediaries help sell, promote, and distribute goods. Marketing intermediaries help sell, promote, and distribute goods.  Intermediaries take many forms.

4- 12 The Macroenvironment Customer markets must be studied. Customer markets must be studied.  Consumer, business, government, reseller and international markets exist. Successful companies provide better customer value than the competition. Successful companies provide better customer value than the competition.  Size and industry position help to determine the appropriate competitive strategy. Various publics must also be considered. Various publics must also be considered.

4- 13 Types of Publics The Microenvironment Financial Financial Media Media Government Government Local General Internal Citizen Action Citizen Action

4- 14 Macroenvironmental Forces The Macroenvironment Demographic Demographic Economic Economic Natural Natural Technological Political Cultural

4- 15 Macroenvironmental Forces The Macroenvironment PESTLE

4- 16 World Changes Technology Technology Globalization Globalization Environmentalism Environmentalism