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Defining Marketing
for the 21st
Century
Marketing Management, 13th
ed
1
1-2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
What is Marketing?
Marketing is an organizational...
1-3 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
What is Marketing Management?
Marketing managemen...
1-4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Selling is only the tip of the iceberg
“There wil...
1-5 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
What is Marketed?
GoodsGoods
ServicesServices
Eve...
1-6 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Marketing Can Promote Ideas
1-7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Figure 1.1 Structure of Flows in a Modern
Exchang...
1-8 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Figure 1.2 A Simple Marketing System
A.K.A. The E...
1-9 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
For an exchange to occur….
• There are at least t...
1-10 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Core Marketing Concepts
• Needs, wants, and
dema...
1-11 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
• Needs - states of felt deprivation including
p...
1-12 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
New Consumer Capabilities
• A substantial increa...
1-13 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Company Orientations
Production
Selling Marketin...
1-14 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Figure 1.4 Holistic Marketing Dimensions
1-15 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Figure 1.5 The Four P’s
1-16 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Internal Marketing
Internal marketing is the tas...
1-17 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Performance Marketing
• Financial
Accountability...
1-18 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Marketing Management Tasks
• Develop market stra...
1-19 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
Marketing Debate:
Take a Position!
Does marketin...
1-20 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice
Hall
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  • Transcript of "Kotler01"

    1. 1. Defining Marketing for the 21st Century Marketing Management, 13th ed 1
    2. 2. 1-2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall What is Marketing? 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.
    3. 3. 1-3 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall What is Marketing Management? 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.
    4. 4. 1-4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Selling is only the tip of the iceberg “There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker
    5. 5. 1-5 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall What is Marketed? GoodsGoods ServicesServices Events & ExperiencesEvents & Experiences PersonsPersons Places & PropertiesPlaces & Properties OrganizationsOrganizations InformationInformation IdeasIdeas
    6. 6. 1-6 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Marketing Can Promote Ideas
    7. 7. 1-7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 1.1 Structure of Flows in a Modern Exchange Economy
    8. 8. 1-8 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 1.2 A Simple Marketing System A.K.A. The Exchange Process
    9. 9. 1-9 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall For an exchange to occur…. • There are 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 reject the exchange offer. • Each party believes it is appropriate or desirable to deal with the other party.
    10. 10. 1-10 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Core Marketing Concepts • Needs, wants, and demands • Target markets, positioning, segmentation • Offerings and brands • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment
    11. 11. 1-11 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall • Needs - states of felt deprivation including physical needs for food, social needs for belonging and individual needs for self- expression. i.e. I am thirsty. • Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a Coca-Cola. • Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola.
    12. 12. 1-12 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall New Consumer Capabilities • 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
    13. 13. 1-13 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Company Orientations Production Selling Marketing Product
    14. 14. 1-14 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 1.4 Holistic Marketing Dimensions
    15. 15. 1-15 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 1.5 The Four P’s
    16. 16. 1-16 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Internal Marketing Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.
    17. 17. 1-17 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Performance Marketing • Financial Accountability • Social Responsibility Marketing Social Initiatives • Corporate social marketing • Cause marketing • Corporate philanthropy • Corporate community involvement • Socially responsible business practices
    18. 18. 1-18 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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
    19. 19. 1-19 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Marketing Debate: Take a Position! Does marketing shape consumer needs? or Does marketing merely reflect the needs and wants of consumers?
    20. 20. 1-20 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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