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    01 01 Presentation Transcript

    • Marketing Management, 12/e A South Asian Perspective 1 Defining Marketing for the 21 st Century Kotler Koshy Keller Jha
    • 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?
    • 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.
    • 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.
    • 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.
    • What is Marketed?
      • Goods
      • Services
      • Events
      • Experiences
      • Persons
      • Places
      • Properties
      • Organizations
      • Information
      • Ideas
    • Demand States
      • Negative
      • Nonexistent
      • Latent
      • Declining
      • Irregular
      • Unwholesome
      • Full
      • Overfull
    • Key Customer Markets
      • Consumer markets
      • Business markets
      • Global markets
      • Nonprofit/Government markets
    • The marketplace isn’t what it used to be….
      • Changing technology
      • Globalization
      • Deregulation
      • Privatization
      • Empowerment
      • Customization
      • Convergence
      • Disintermediation
    • Company Orientations
      • Production
      • Product
      • Selling
      • Marketing
    • Marketing Mix and the Customer
      • Four Ps
      • Product
      • Price
      • Place
      • Promotion
      • Four Cs
      • Customer solution
      • Customer cost
      • Convenience
      • Communication
    • 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
    • I want it, I need it…..
      • 5 Types of Needs
      • Stated needs
      • Real needs
      • Unstated needs
      • Delight needs
      • Secret needs
    • 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