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  1. 1. A FRAMEWORK for MARKETING MANAGEMENT Kotler Keller Chapter 1 Defining Marketing for the 21 st Century
  2. 2. Chapter Questions <ul><li>Why is marketing important? </li></ul><ul><li>What is the scope of marketing? </li></ul><ul><li>What are some fundamental marketing concepts? </li></ul><ul><li>What are the tasks necessary for successful marketing management? </li></ul>1-
  3. 3. What Is Marketing? 1- 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. What Is Marketing Management? 1- 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
  5. 5. For an Exchange to Occur… <ul><li>There must be at least two parties </li></ul><ul><li>Each party has something that might be of value to the other party </li></ul><ul><li>Each party is capable of communication and delivery </li></ul><ul><li>Each party is free to accept or reject the exchange offer </li></ul><ul><li>Each party believes it is appropriate or desirable to deal with the other party </li></ul>1-
  6. 6. What Is Marketed? <ul><li>Goods </li></ul><ul><li>Services </li></ul><ul><li>Events/Experiences </li></ul><ul><li>Persons </li></ul><ul><li>Places/Properties </li></ul><ul><li>Organizations </li></ul><ul><li>Information/Ideas </li></ul>1-
  7. 7. Company Orientations <ul><li>Production </li></ul><ul><li>Product </li></ul><ul><li>Selling </li></ul><ul><li>Market </li></ul>1-
  8. 8. Holistic Marketing Dimensions <ul><li>Holistic marketing includes these dimensions: </li></ul><ul><ul><li>Internal marketing </li></ul></ul><ul><ul><li>Ensuring that everyone in the organization embraces marketing principles. </li></ul></ul><ul><ul><li>Socially responsible marketing </li></ul></ul><ul><ul><li>Executing marketing concepts for the well-being of society. </li></ul></ul><ul><ul><li>Relationship marketing </li></ul></ul><ul><ul><li>Developing enduring relationship with customers </li></ul></ul><ul><ul><li>Integrated marketing </li></ul></ul><ul><ul><li>Fully integrating marketing programs through designing marketing activities by the involvement of everyone in the organization. </li></ul></ul>1-
  9. 9. The Four Ps of the Marketing Mix <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>1-
  10. 10. Key Themes of Integrated Marketing <ul><li>Many different marketing activities are used to communicate and deliver value </li></ul><ul><li>All marketing activities are coordinated to maximize their joint effects </li></ul>1-
  11. 11. Marketing Mix and the 4 Cs <ul><li>Customer solution ~ Product </li></ul><ul><li>Customer cost ~ Price </li></ul><ul><li>Convenience ~ Place </li></ul><ul><li>Communication ~ Promotion </li></ul>1-
  12. 12. Marketing-Mix Strategy <ul><li>Offer mix </li></ul><ul><li>Communications mix </li></ul><ul><li>Distribution channels </li></ul><ul><li>Target customers </li></ul>1-
  13. 13. Internal Marketing <ul><li>Employees contribute to building long-term relationships with customers </li></ul><ul><ul><li>Step 1: Select employees with positive attitudes </li></ul></ul><ul><ul><li>Step 2: Train, motivate, and empower employees </li></ul></ul><ul><ul><li>Step 3: Establish standards for employee performance </li></ul></ul><ul><ul><li>Step 4: Monitor actions and reward good performance </li></ul></ul>1-
  14. 14. Societal Marketing Concept 1- An organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the well-being of both consumer and society
  15. 15. Fundamental Marketing Concepts <ul><li>Needs, wants, and demands </li></ul><ul><li>Target markets, positioning, andsegmentation </li></ul><ul><li>Offerings and brands </li></ul><ul><li>Value and satisfaction </li></ul><ul><li>Marketing channels </li></ul><ul><li>Supply chain </li></ul><ul><li>Competition </li></ul><ul><li>Marketing environment </li></ul><ul><li>Marketing planning </li></ul>1-
  16. 16. Five Types of Needs <ul><li>Stated needs (an inexpensive car) </li></ul><ul><li>Real needs (a car whose operating cost is low) </li></ul><ul><li>Unstated needs (good service from the dealer) </li></ul><ul><li>Delight needs (an onboard navigation system) </li></ul><ul><li>Secret needs (Friends to see him as a smart customer) </li></ul>1-
  17. 17. Factors Influencing Marketing Strategy <ul><li>Demographic/economic environment </li></ul><ul><li>Technological/physical environment </li></ul><ul><li>Political/legal environment </li></ul><ul><li>Social/cultural environment </li></ul>1-
  18. 18. Marketing Management Tasks <ul><li>Developing marketing strategies </li></ul><ul><li>Capturing marketing insights </li></ul><ul><li>Connecting with customers </li></ul><ul><li>Building strong brands </li></ul><ul><li>Shaping market offerings </li></ul><ul><li>Delivering value </li></ul><ul><li>Communicating value </li></ul><ul><li>Creating long-term growth </li></ul>1-