Kotler Keller PhillipKevin Lane Marketing Management 14e
Defining Marketing for the 21 st Century Chapter 1
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 3 of 25 Discussion Questions 1.Why is marketing important? 2.What is the scope of marketing? 3.What are some fundamental marketing concepts? 4.How has marketing management changed in recent years? 5.What are the task necessary for successful marketing management?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 4 of 25 MarketingDemandRevenue Jobs Profits Giving
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 5 of 25 Marketing is about identifying and meeting (satisfying) human and social needs. Shortest definition – Meeting needs profitably Marketing is about
Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 6 of 25 Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large.
Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 7 of 25 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.
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 15 of 25 Experiences Events Properties Organizations Information Ideas What is Marketed? Places Persons Services Goods
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 16 of 25 Who markets? Marketer Prospect Attention Purchase Donation Vote Response
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 17 of 25 Types of Demand Negative Nonexistent Latent Full Overfull Declining Unwholesome Irregular
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 18 of 25 Markets Figure 1.1
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 19 of 25 Simple Marketing System Figure 1.2
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 20 of 25 Key Customer Markets Global Markets Business Markets Government Market Consumer Market
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 21 of 25 Markets Marketplaces Marketspaces Metamarkets
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 22 of 25 Core Marketing Concepts Needs, Wants, and Demands Target Markets, Positioning, and Segmentation Offerings and Brands Value and Satisfaction
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 23 of 25 Core Marketing Concepts Marketing Channels Competition Marketing Environment Supply Chain
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 24 of 25 The New Marketing Realities New Company Capabilities Major Societal Forces Information Technology Globalization Increased Competition Consumer Information Communicate w/Customer Collect Information Differentiate Goods
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 25 of 25 Who is Responsible for Marketing? Chief Marketing Officer (CMO) Entire Organization Marketing Department
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 26 of 25 HolisticMarketing Marketing Concepts SellingProductProduction Mass production Mass distribution Quality Innovation Unsought goods Overcapacity Create, deliver, and communicate value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 27 of 25 Holistic Marketing Dimensions Figure 1.3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 28 of 25 Relationship Marketing Build long-term relationships Develop marketing networks
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 29 of 25 Integrated Marketing Create, communicate, and deliver customer value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 30 of 25 Internal Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 31 of 25 Performance Marketing Social Responsibility Financial Accountability
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 32 of 25 The Four P’s of the Marketing Mix Figure 1.4
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 33 of 25 Developing market strategies and plans Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth Marketing Management Tasks