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Defining Marketing for the 21stCentury
Course Instructor
Mihai ichindelean
Marketing Management, 14thEdition
Kotler Philip, Keller Kevin Lane
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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?
CHAPTERQUESTIONS
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WHATISMARKETING?
Marketingis 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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WHATISMARKETINGMANAGEMENT?
Marketingmanagementis 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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WHATISMARKETED?
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WHATISMARKETED?
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WHATISMARKETED?
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WHATISMARKETED?
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WHATISMARKETED?
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WHATISMARKETED?
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STRUCTUREOFFLOWSINAMODERN
EXCHANGEECONOMY
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A SIMPLEMARKETINGSYSTEM
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KEYCUSTOMERMARKETS
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KEYCUSTOMERMARKETS
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KEYCUSTOMERMARKETS
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KEYCUSTOMERMARKETS
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FUNCTIONSOFCMOS
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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CAPITOLUL4CERCETAREDEMARKETINGCANTITATIVPRIVINDDETERMINAREAINTERACIUNIIDIMENSIUNILORPSIHOLOGICEI
COMPORTAMENTALEALECLIENILORCOMPANIILORDISTRIBUITOAREDE
CARBURANT
Five Types of Needs
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
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THEMARKETPLACEISNTWHATITSUSEDTOBE
Information technology
Globalization
DeregulationPrivatization
Competition
ConvergenceConsumer resistance
Retail transformation
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NEWCONSUMERCAPABIITIES
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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COMPANYORIENTATION
Production
Selling Marketing
Product
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HOLISTICMARKETINGDIMENSIONS
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THEFOURPS
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RELATIONSHIPMARKETINGCUSTOMERLIFETIMECYCLE
Relationship
Intensity
Time
Aquisition Retention Ending/Reaquisition
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MARKETINGMANAGEMENTTASKS
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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MARKETINGDEBATE:
TAKEAPOSITION!
Does marketing shape consumer needs?
or
Does marketing merely reflect the needs and wants
of consumers?
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Thanks!