Post on 28-Apr-2015
transcript
Kotler • KellerPhillip Kevin Lane
Marketing Management • 14e
Defining Marketing for the 21st Century
Chapter 1
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 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 Hall Slide 4 of 25
Jobs
Profits Giving
Defined
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 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 Hall Slide 6 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.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 25
• Experiences• Events• Properties• Organizations• Information• Ideas
What is Marketed?
Places
Persons
Services
Goods
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 25
Who markets?
Marketer Prospect
Attention
Purchase
Donation
Vote
Response
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 25
Types of Demand
Negative
• Nonexistent• Latent• Full• Overfull
DecliningUnwholesome
Irregular
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 25
MarketsFig
ure 1.1
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 25
Simple Marketing SystemFigure 1.2
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 25
Key Customer MarketsGlobal Markets
Business Markets Government Market
Consumer Market
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 25
Markets
Marketplaces Marketspaces
Metamarkets
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 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 Hall Slide 15 of 25
Core Marketing ConceptsMarketing Channels
CompetitionMarketing Environment
Supply Chain
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 25
The New Marketing Realities
Information Technology
Globalization
Increased Competition
Consumer Information
Communicate w/CustomerCollect
Information
Differentiate Goods
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 25
Who is Responsible for Marketing?
Chief Marketing Officer(CMO)
Entire Organization
Marketing Department
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 25
HolisticMarketing
Marketing Concepts
SellingProductProductionMass productionMass distribution
QualityInnovation
Unsought goodsOvercapacity
Create, deliver, and communicate value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 25
Holistic Marketing DimensionsFigure 1.3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 25
Relationship Marketing
Build long-term relationships
Develop marketing networks
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 25
Integrated Marketing
Create, communicate, and deliver customer value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 25
Internal Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 25
Performance Marketing
Social Responsibility
Financial Accountability
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 25
The Four P’s of the Marketing MixFigure 1.4
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 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