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Kotler mm14 ch01_dppt

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Kotler mm14 ch01_dppt

  1. 1. Kotler • KellerPhillip Kevin LaneMarketing Management • 14e
  2. 2. Defining Marketing for the 21stCenturyChapter 1
  3. 3. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 25Discussion Questions1. Why is marketing important?2. What is the scope of marketing?3. What are some fundamentalmarketing concepts?4. How has marketing managementchanged in recent years?5. What are the task necessary forsuccessful marketing management?
  4. 4. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 25JobsProfits Giving
  5. 5. DefinedCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 25Marketing is the activity, set ofinstitutions, and processes forcreating, communicating, delivering,and exchanging offers that have valuefor customers, clients, partners,and society at large.
  6. 6. DefinedCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 25Marketing management is the artand science of choosing targetmarkets and getting, keeping, andgrowing customers throughcreating, delivering, andcommunicating superiorcustomer value.
  7. 7. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 25• Experiences• Events• Properties• Organizations• Information• IdeasWhat is Marketed?PlacesPersonsServicesGoods
  8. 8. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 25Who markets?Marketer ProspectAttentionPurchaseDonationVoteResponse
  9. 9. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 25Types of DemandNegative• Nonexistent• Latent• Full• OverfullDecliningUnwholesomeIrregular
  10. 10. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 25MarketsFigure1.1
  11. 11. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 25Simple Marketing SystemFigure1.2
  12. 12. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 25Key Customer MarketsGlobal MarketsBusiness Markets Government MarketConsumer Market
  13. 13. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 25MarketsMarketplaces MarketspacesMetamarkets
  14. 14. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 25Core Marketing ConceptsNeeds, Wants, and Demands Target Markets, Positioning,and SegmentationOfferings and BrandsValue and Satisfaction
  15. 15. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 25Core Marketing ConceptsMarketing ChannelsCompetitionMarketing EnvironmentSupply Chain
  16. 16. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 25The New Marketing RealitiesInformationTechnologyGlobalizationIncreasedCompetitionConsumerInformationCommunicatew/CustomerCollectInformationDifferentiateGoods
  17. 17. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 25Who is Responsible for Marketing?Chief Marketing Officer(CMO)Entire OrganizationMarketing Department
  18. 18. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 25HolisticMarketingMarketing ConceptsSellingProductProductionMass productionMass distributionQualityInnovationUnsought goodsOvercapacityCreate, deliver, andcommunicate value
  19. 19. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 25Holistic Marketing DimensionsFigure1.3
  20. 20. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 25Relationship MarketingBuild long-term relationshipsDevelop marketing networks
  21. 21. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 25Integrated MarketingCreate, communicate, anddeliver customer value
  22. 22. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 25Internal Marketing
  23. 23. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 25Performance MarketingSocial ResponsibilityFinancial Accountability
  24. 24. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 25The Four P’s of the Marketing MixFigure1.4
  25. 25. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 25• Developing market strategies and plans• Capturing marketing insights• Connecting with customers• Building strong brands• Shaping market offerings• Delivering value• Communicating value• Creating long-term growthMarketing Management Tasks

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