1
Defining Marketing
for the 21st
Century
1
Chapter Questions

Why is marketing important?

What is the scope of marketing?

What are some fundamental marketing
co...
What is Marketing?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3
Marketing is an organizational...
What is Marketing Management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-4
Marketing managemen...
What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-5
• Goods
• Services
• Events
• E...
What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-6
• Places
• Properties
• Organiz...
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-7
Demand States

Negative

Nonexistent

Latent
...
Figure 1.1 Structure of Flows in
Modern Exchange Economy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice H...
Figure 1.2
A Simple Marketing System
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-9
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-10
Key Customer Markets

Consumer markets

Busine...
Core Concepts

Needs, wants, and
demands

Target markets,
positioning,
segmentation

Offerings and
brands

Value and
s...
Types of Needs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-12
Stated
Real
Unstated
Delight
Secr...
Target Markets,
Positioning & Segmentation
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-13
Offerings and Brands
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-14
Value and Satisfaction
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-15
Marketing Channels
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-16
Communication
Distribution
Se...
Marketing Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-17
Demographic Economic
Socio...
Major Societal Forces

Network information
technology

Globalization

Deregulation

Privatization

Heightened competi...
Company Orientations
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-19
Production
Product
Selling
...
Holistic Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-20
Relationship Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-21
Customers
Employees
Marke...
Integrated Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-22
Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve cus...
Performance Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-24
Financial
Accountability
S...
Types of
Corporate Social Initiatives

Corporate social marketing

Cause marketing

Cause-related marketing

Corporate...
The Marketing Mix
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-26
The New Four Ps
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-27
Processes
People
Programs
Perfor...
Marketing Management Tasks

Develop market strategies and plans

Capture marketing insights

Connect with customers

B...
For Review

Why is marketing important?

What is the scope of marketing?

What are some fundamental marketing
concepts?...
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  • Transcript of "Kotler mm 14e_01_sppt"

    1. 1. 1 Defining Marketing for the 21st Century 1
    2. 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? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-2
    3. 3. What is Marketing? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3 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. 4. What is Marketing Management? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-4 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. 5. What is Marketed? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-5 • Goods • Services • Events • Experiences • Persons
    6. 6. What is Marketed? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-6 • Places • Properties • Organizations • Information • Ideas
    7. 7. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-7 Demand States  Negative  Nonexistent  Latent  Declining  Irregular  Unwholesome  Full  Overfull
    8. 8. Figure 1.1 Structure of Flows in Modern Exchange Economy Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-8
    9. 9. Figure 1.2 A Simple Marketing System Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-9
    10. 10. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-10 Key Customer Markets  Consumer markets  Business markets  Global markets  Nonprofit/Government markets
    11. 11. 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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-11
    12. 12. Types of Needs Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-12 Stated Real Unstated Delight Secret
    13. 13. Target Markets, Positioning & Segmentation Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-13
    14. 14. Offerings and Brands Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-14
    15. 15. Value and Satisfaction Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-15
    16. 16. Marketing Channels Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-16 Communication Distribution Service
    17. 17. Marketing Environment Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-17 Demographic Economic Socio-cultural NaturalTechnological Political-legal
    18. 18. Major Societal Forces  Network information technology  Globalization  Deregulation  Privatization  Heightened competition  Industry convergence  Retail transformation  Disintermediation  Consumer buying power  Consumer participation  Consumer resistance Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-18
    19. 19. Company Orientations Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-19 Production Product Selling Marketing
    20. 20. Holistic Marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-20
    21. 21. Relationship Marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-21 Customers Employees Marketing Partners Financial Community
    22. 22. Integrated Marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-22
    23. 23. Internal Marketing Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-23
    24. 24. Performance Marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-24 Financial Accountability Social Responsibility Marketing
    25. 25. Types of Corporate Social Initiatives  Corporate social marketing  Cause marketing  Cause-related marketing  Corporate philanthropy  Corporate community involvement  Socially responsible business practices Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-25
    26. 26. The Marketing Mix Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-26
    27. 27. The New Four Ps Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-27 Processes People Programs Performance
    28. 28. 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 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-28
    29. 29. For Review  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? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-29
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