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

2. Chapter Questions Why is marketing important?
What is the scope of marketing?
What are some fundamental marketing concepts?
How has marketing management changed?
What are the tasks necessary for successful marketing management?
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3. 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.
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4. 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.
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5. What is Marketed? Goods Services Events and experiences Persons
Places and properties
Organizations
Information
Ideas
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6. Demand States Negative: Customer dislike product
Nonexistent: New product
Latent: existing product don't satisfied needs
Declining: Customer buying less
Irregular: seasonally weakly or daily basis
Unwholesome: attracted undesirable socially product
Full: Customer buy all the product
Overfull: more consumer would like to buy the product than can be satisfied
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7. Key Customer Markets Consumer markets Business markets Global markets
Nonprofit/Government markets
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8. Company Orientations Production Product Selling : Make and sell
Marketing: produce what you could sell
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9. Marketing Mix and the Customer
Four Ps
Product
Price
Place
Promotion
Four Cs
Customer solution
Customer value
Customer information
Communication
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10. 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
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

11. I want it, I need it… Five Types of Needs
Stated needs (expensive Products)
Real needs (normal price products)
Unstated needs (Good services)
Delight needs (Follow up)
Secret needs ( clever consumer)
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12. Functions of CMOs Strengthening the brands
Measuring marketing effectiveness
Driving new product development based on customer needs
Gathering meaningful customer insights
Utilizing new marketing technology
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13. Figure 1.3 Improving CMO Success (cont.)
Make the mission and responsibilities clear
Fit the role to the marketing culture and structure
Ensure the CMO is compatible with the CEO
Remember that show people don’t succeed
Match the personality with the CMO type
Make line managers marketing heroes
Infiltrate the line organization
Require right-brain and left-brain skills
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14. New Consumer Capabilities
A substantial increase in buying power
A greater variety of available goods and services
A great amount of information about practically anything
Greater ease in interacting and placing and receiving orders
An ability to compare notes on products and services
An amplified voice to influence public opinion
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15. -Marketing Department -Senior Department -Other Departments
Internal marketing:
-Marketing Department
-Senior Department
-Other Departments
Integrated Marketing
-Communications
Channels
Products and services
Holistic marketing
Performance Marketing:
-Sales Revenue
-ethics
-Environment
-Community
Relationship marketing:
-customer
-channel
-partners
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16. Figure 1.5 The Four P’s
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17. Internal Marketing
Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.
Build mutually satisfying long-relationship with key constituents to earn& retain them
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18. Performance Marketing
Social Initiatives
Corporate social marketing
Cause marketing
Corporate philanthropy
Corporate community involvement
Socially responsible business practices
Financial Accountability
Social Responsibility Marketing
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19. Marketing Management Tasks
Develop market strategies and plans
Capture marketing insights
Connect with customers
Build strong brands
Shape market offerings
Deliver value
Communicate value
Create long-term growth
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20. The marketplace isn’t what it used to be…
Information technology
Globalization
Deregulation Free Trade
Privatization
Competition
Convergence (integration
Consumer resistance
Retail transformation
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