Chapter 1

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  • Chapter 1

    1. 1. 1 Defining Marketing for the 21st Century Marketing Management A South Asian Perspective, 13th ed
    2. 2. Chapter Questions • Why is marketing important? • What is the scope of marketing? • What are some fundamental marketing concepts? • How has marketing changed? • What are the tasks necessary for successful marketing? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-2
    3. 3. Good Marketing is No Accident The roaring success of four-wheeler Tata Ace, in a market earlier dominated by three-wheeler load carriers, was due to a deep understanding of the market needs and customer requirements. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-3
    4. 4. 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 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-4
    5. 5. What is Marketed? Goods Goods Services Services Events & Experiences Events & Experiences Persons Persons Places & Properties Places & Properties Organizations Organizations Information Information Ideas Ideas Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-5
    6. 6. Figure 1.2 A Simple Marketing System Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-6
    7. 7. Key Customer Markets Consumer Markets Business Markets Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. Global Markets Nonprofit/ Government Markets 1-7
    8. 8. Core Marketing Concepts • Needs, wants, and demands • Target markets, positioning, segmentation • Offerings and brands Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment 1-8
    9. 9. Positioning Press ads of the Scorpio focused on the functional features of the vehicle and the television ads focused on emotional benefits. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-9
    10. 10. The marketplace isn’t what it used to be… Information technology Information technology Globalization Globalization Deregulation Deregulation Privatization Privatization Competition Competition Convergence Convergence Consumer resistance Consumer resistance Retail transformation Retail transformation Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-10
    11. 11. 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 Dorling Kindersley (India) Pvt. Ltd. 1-11
    12. 12. Figure 1.4 Holistic Marketing Dimensions Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-12
    13. 13. Figure 1.5 The Four P’s Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-13
    14. 14. 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 Dorling Kindersley (India) Pvt. Ltd. 1-16
    15. 15. Marketing Debate: Take a Position! Does marketing shape consumer needs? or Does marketing merely reflect the needs and wants of consumers? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 1-17

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