Marketing for the 21st Century


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Marketing Management, 13th edition
Defining Marketing for the 21st Century
Marketing Quality Circle

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Marketing for the 21st Century

  1. 1. 1 Marketing Management, 13th edition MQC MarketingQuality Circle
  2. 2.  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?
  3. 3. 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. 4. •Production management •Brand management •Customer management
  5. 5. 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.
  6. 6. •Importance of Marketing •Scope of Marketing
  7. 7.  Goods  Services  Events and experiences  Persons  Places and properties  Organizations  Information  Ideas
  8. 8.  Negative  Nonexistent  Latent  Declining  Irregular  Unwholesome  Full  Overfull
  9. 9.  Consumer markets  Business markets  Global markets  Nonprofit/Government markets
  10. 10.  Production  Product  Selling  Marketing
  11. 11. Four Ps  Product  Price  Place  Promotion Four Cs  Customer solution  Customer cost  Convenience  Communication
  12. 12.  Needs, wants, and demands  Target markets, positioning, segmentation  Offerings and brands  Value and satisfaction  Marketing channels  Supply chain  Competition  Marketing environment  Marketing planning
  13. 13.  Strengthening the brands  Measuring marketing effectiveness  Driving new product development based on customer needs  Gathering meaningful customer insights  Utilizing new marketing technology
  14. 14.  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
  15. 15.  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
  16. 16. Dual Goal of marketing Adam SmithCore concepts of marketing Scientific Management Importance of marketing General Administrative TheoryScope of marketing Customer Dissatisfactio n Customer Delight Production Unwholeso me Declining Hawthorne Studies Full Organizational BehaviorOverfull Holistic Selling Marketing What is marketing? Why marketing? What is Marketed Customer satisfaction Quality Management Customer Satisfaction Demand States Company Orientations MARKETING IN 21st Century Goods Services Persons Organization Information IdeasPlaces, Pr operties LatentNegative Organizational BehaviorIrregular Organizational BehaviorNonexistent Product Marketing Mix Marketing ManagementTasks Product Promotion Price Place •Develop marketing strategies and plans •Capture marketing insights •Connect with customers •Build strong brands •Shape market offerings •Deliver value •Communicate value •Create long-term growth Market changes I Information technology Convergence CompetitionPrivatizationDeregulationGlobalizatio n Consumer resistance