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Kotler mm 13e_basic_01 (1) Kotler mm 13e_basic_01 (1) Presentation Transcript

  • 1 Defining Marketing for the 21st CenturyMarketing Management, 13th ed
  • 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
  • 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.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.Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • What is Marketed? • Goods • Places and • Services properties • Events and • Organizations experiences • Information • Persons • IdeasCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • Demand States • Negative • Irregular • Nonexistent • Unwholesome • Latent • Full • Declining • OverfullCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • Key Customer Markets • Consumer markets • Business markets • Global markets • Nonprofit/Government marketsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • Company Orientations • Production • Product • Selling • MarketingCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • Marketing Mix and the Customer Four Ps Four Cs • Product • Customer • Price solution • Place • Customer cost • Promotion • Convenience • CommunicationCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • Core Concepts • Needs, wants, and • Marketing demands channels • Target markets, • Supply chain positioning, • Competition segmentation • Marketing • Offerings and environment brands • Marketing • Value and planning satisfactionCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • Marketing Management Tasks • Developing • Shaping market marketing offerings strategies • Delivering value • Capturing • Communicating marketing insights value • Connecting with • Creating long- customers term growth • Building strong brandsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • Functions of CMOs • Strengthening the brands • Measuring marketing effectiveness • Driving new product development based on customer needs • Gathering meaningful customer insights • Utilizing new marketing technologyCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • Figure 1.3 Improving CMO Success (cont.) • 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 skillsCopyright © 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 opinionCopyright © 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.Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  • Performance Marketing • Financial Accountability • Social Initiatives • Social Responsibility • Corporate social Marketing marketing • Cause marketing • Corporate philanthropy • Corporate community involvement • Socially responsible business practicesCopyright © 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 growthCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall