This document outlines the key topics covered in a marketing course, including the major concepts and tools of marketing such as segmentation, the marketing mix of product, price, place, and promotion, and different orientations like production and marketing concepts. It also discusses how the role of marketing has evolved to be more customer-centric, with the customer now seen as the controlling factor for the organization. The overall summary is that the document provides an overview of the key elements that will be covered in a marketing class, from fundamental concepts to frameworks to the changing role of marketing.

1. Marketing in the
Twenty-first Century
By Philip Kotler

2. Objectives
1. Course Organization
2. Tasks of Marketing
3. Major Concepts & Tools of Marketing
4. Marketplace Orientations
5. Marketing’s Responses to New Challenges

3. Course/Text Organization
1. Part I - Understanding Marketing Management
2. Part II - Analyzing Marketing Opportunities
3. Part III - Developing Marketing Strategies
4. Part IV - Shaping the Market Offering
5. Part V - Managing & Delivering Marketing Programs

4. Defining Marketing
Marketing is a societal process by which individuals and
groups obtain what they need and want through creating,
offering, and freely exchanging products and services of
value with others.
-Philip Kotler

5. Core Concepts of Marketing
1. Target Markets & Segmentation
2. Needs , Wants & Demand
3. Product or Offering
4. Value and Satisfaction
5. Exchange and Transactions
6. Relationships and Networks
7. Marketing Channels
8. Supply Chain
9. Competition
10. Marketing Environment

6. Simple Marketing System
Industry Market
Goods and Service
Money
Communications
Information

7. Manufacturer
markets
Services,
money
Government
markets
Services,
money
Services
Services,
money
Taxes
Taxes,
goods
Taxes,
goods
Taxes,
goods
Money Money
Consumer
markets
Intermediary
marketsGoods, services Goods, services
Resources Resources
Resource
markets
Money Money
Structure of Flows

8. The Four P’s & C’s
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience

9. Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are
widely available and inexpensive
Consumers favor products that
offer the most quality, performance,
or innovative features
Consumers will buy products only if
the company aggressively
promotes/sells these products
Focuses on needs/ wants of target
markets & delivering value
better than competitors
Company Orientations
Towards the Marketplace

10. Market Integrated
marketing
Profits through
customer
satisfaction
Customer
needs
(b) The marketing concept
Factory Existing
products
Selling and
promotion
Profits through
sales volume
Starting
point Focus Means Ends
(a) The selling concept
Customer Delivered Value

11. Customers
Front-line people
Middle Management
Top
Management
Traditional Organization Chart

12. Customer-Oriented Organization
Chart
Customers
Front-line people
Middle management
Top
manage-
ment

13. Evolving Views of Marketing’s Role
a. Marketing as an
equal function
FinanceProduction
Marketing P’s Human
resources
b. Marketing as a more
important function
FinanceProduction
Marketing P’s Human
resources

14. Evolving Views of Marketing’s Role
c. Marketing as the
major function
Marketing
Production
d. The customer as the
controlling factor
Customer

15. Evolving Views of Marketing’s Role
e. The customer as the controlling
function and marketing as the
integrative function
Customer
Marketing
Production

16. Review
1. Course Organization
2. Tasks of Marketing
3. Major Concepts & Tools of Marketing
4. Marketplace Orientations
5. Marketing’s Responses to New Challenges

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