1. Principles of Marketing Lecture-5

2. Summary of Lecture-4

3. How has Marketing Changed Over Time?

4. Production orientation Sales orientation Marketing orientation Social marketing orientation The stages in the evolution of marketing

5. SOCIETAL MARKETING CONCEPT PRODUCTION CONCEPT PRODUCT CONCEPT MARKETING CONCEPT KEY MARKETING PHILOSOPHIES SELLING CONCEPT

6. Society (Human Welfare) Society (Human Welfare) Consumers (Satisfaction) Consumers (Satisfaction) Company (Profits) Company (Profits) Societal Marketing Concept Societal Marketing Concept

7. The customer as the controlling function and marketing as the integrative function Customer Marketing Production Human resources Finance

8. Today’s Topics

9. Marketing Challenges in the 21st century

10. Porter’s 5 Forces Model of Competition

11. Threat of New Entrants Threat of Substitute Products Threat of New Entrants Bargaining Power of Buyers Bargaining Power of Suppliers Rivalry Among Competing Firms in Industry *

12. Marketing Challenges

13.  The Information Technology Boom  Rapid Globalization  The Changing World Economy  The Call for more ethical and social Responsibility  The New Marketing Landscape

14. The Information Technology Boom

15. Major Forces Shaping the Digital Age

16. Digitalization and Connectivity – The flow of digital information requires connectivity Intranets, Extranets, and the Internet The Internet Explosion – Key driver of the “new economy”

17.  New Types of Intermediaries  Connecting with Customers  Connecting with Marketing Partners  Connecting Inside the Company  Connecting with the World around us

18. E-business: – uses electronic means and platforms to conduct business. E-commerce: – facilitates the sale of products and services by electronic means.

19. E-marketing: – Includes efforts that inform, communicate, promote, and sell products and services over the Internet. E-commerce benefits both buyers and sellers Technology for Connecting

20. Electronic Commerce Financial Institution consumer retailer / manufacturer Internet

21. The Digital Revolution

22. The Digital Revolution: one of the biggest changes in the world of marketing. Changes in technology are transforming the ways we: – communicate, – buy, – sell, – learn, and – work.

23. Rapid Globalization

25. “Global Village”

26. The Changing World Economy

28. The Call for more ethical and social Responsibility

29. The New Marketing Landscape

31. Enough for today...

32. Summary

33. Marketing Challenges in the 21st century

34. Threat of New Entrants Threat of Substitute Products Threat of New Entrants Bargaining Power of Buyers Bargaining Power of Suppliers Rivalry Among Competing Firms in Industry *

35.  The Information Technology Boom  Rapid Globalization  The Changing World Economy  The Call for more ethical and social Responsibility  The New Marketing Landscape

36. Next….

37. Marketing Process  Analyzing marketing opportunities  Selecting target markets

38. Principles of Marketing Lecture-5