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Kotler mm 13e_overheads_01

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  • 1. Defining Marketing for the 21 st Century Marketing Management, 13 th ed 1
  • 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 © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 3. What is Marketing? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 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? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 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. What is Marketed? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas
  • 6. Figure 1.1 Structure of Flows in a Modern Exchange Economy Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 7. Figure 1.2 A Simple Marketing System Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 8. Demand States Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- Nonexistent Latent Declining Irregular Full Unwholesome Overfull Negative
  • 9. Functions of CMOs
    • Strengthening the brands
    • Measuring marketing effectiveness
    • Driving new product development based on customer needs
    • Gathering meaningful customer insights
    • Utilizing new marketing technology
    Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 10. Figure 1.3 Improving CMO Success
    • Make the mission and responsibilities clear
    • Fit the role to the marketing culture and structure
    • Ensure the CMO is compatible with the CEO
    • Remember that show people don’t succeed
    • Match the personality with the CMO type
    • Make line managers marketing heroes
    • Infiltrate the line organization
    • Require right-brain and left-brain skills
    Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 11. Core Marketing Concepts
    • Needs, wants, and demands
    • Target markets, positioning, segmentation
    • Offerings and brands
    • Value and satisfaction
    • Marketing channels
    • Supply chain
    • Competition
    • Marketing environment
    Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 12. I want it, I need it…
    • Five Types of Needs
    • Stated needs
    • Real needs
    • Unstated needs
    • Delight needs
    • Secret needs
    Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 13. The marketplace isn’t what it used to be… Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- Information technology Globalization Deregulation Privatization Competition Convergence Consumer resistance Retail transformation
  • 14. 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
    Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 15. Company Orientations Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- Production Selling Marketing Product
  • 16. Figure 1.4 Holistic Marketing Dimensions Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 17. Figure 1.5 The Four P’s Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 18. Internal Marketing
    • Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.
    Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 19. Performance Marketing
    • Financial Accountability
    • Social Responsibility Marketing
    • Social Initiatives
    • Corporate social marketing
    • Cause marketing
    • Corporate philanthropy
    • Corporate community involvement
    • Socially responsible business practices
    Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 20. 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 © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-