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Transcript

  • 1. A FRAMEWORK for MARKETING MANAGEMENT Kotler Keller Chapter 1 Defining Marketing for the 21 st Century
  • 2. Chapter Questions
    • Why is marketing important?
    • What is the scope of marketing?
    • What are some fundamental marketing concepts?
    • What are the tasks necessary for successful marketing management?
    1-
  • 3. What Is Marketing? 1- 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
  • 4. What Is Marketing Management? 1- 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
  • 5. For an Exchange to Occur…
    • There must be at least two parties
    • Each party has something that might be of value to the other party
    • Each party is capable of communication and delivery
    • Each party is free to accept or reject the exchange offer
    • Each party believes it is appropriate or desirable to deal with the other party
    1-
  • 6. What Is Marketed?
    • Goods
    • Services
    • Events/Experiences
    • Persons
    • Places/Properties
    • Organizations
    • Information/Ideas
    1-
  • 7. Company Orientations
    • Production
    • Product
    • Selling
    • Market
    1-
  • 8. Holistic Marketing Dimensions
    • Holistic marketing includes these dimensions:
      • Internal marketing
      • Ensuring that everyone in the organization embraces marketing principles.
      • Socially responsible marketing
      • Executing marketing concepts for the well-being of society.
      • Relationship marketing
      • Developing enduring relationship with customers
      • Integrated marketing
      • Fully integrating marketing programs through designing marketing activities by the involvement of everyone in the organization.
    1-
  • 9. The Four Ps of the Marketing Mix
    • Product
    • Price
    • Place
    • Promotion
    1-
  • 10. Key Themes of Integrated Marketing
    • Many different marketing activities are used to communicate and deliver value
    • All marketing activities are coordinated to maximize their joint effects
    1-
  • 11. Marketing Mix and the 4 Cs
    • Customer solution ~ Product
    • Customer cost ~ Price
    • Convenience ~ Place
    • Communication ~ Promotion
    1-
  • 12. Marketing-Mix Strategy
    • Offer mix
    • Communications mix
    • Distribution channels
    • Target customers
    1-
  • 13. Internal Marketing
    • Employees contribute to building long-term relationships with customers
      • Step 1: Select employees with positive attitudes
      • Step 2: Train, motivate, and empower employees
      • Step 3: Establish standards for employee performance
      • Step 4: Monitor actions and reward good performance
    1-
  • 14. Societal Marketing Concept 1- An organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the well-being of both consumer and society
  • 15. Fundamental Marketing Concepts
    • Needs, wants, and demands
    • Target markets, positioning, andsegmentation
    • Offerings and brands
    • Value and satisfaction
    • Marketing channels
    • Supply chain
    • Competition
    • Marketing environment
    • Marketing planning
    1-
  • 16. Five Types of Needs
    • Stated needs (an inexpensive car)
    • Real needs (a car whose operating cost is low)
    • Unstated needs (good service from the dealer)
    • Delight needs (an onboard navigation system)
    • Secret needs (Friends to see him as a smart customer)
    1-
  • 17. Factors Influencing Marketing Strategy
    • Demographic/economic environment
    • Technological/physical environment
    • Political/legal environment
    • Social/cultural environment
    1-
  • 18. Marketing Management Tasks
    • Developing marketing strategies
    • Capturing marketing insights
    • Connecting with customers
    • Building strong brands
    • Shaping market offerings
    • Delivering value
    • Communicating value
    • Creating long-term growth
    1-

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