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Defining Marketing
for the 21st Century
Marketing Management, 13th ed
1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-2
Chapter Questions
• 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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-3
What is Marketing?
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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-4
What is Marketing Management?
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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-5
What is Marketed?
• Goods
• Services
• Events and
experiences
• Persons
• Places and
properties
• Organizations
• Information
• Ideas
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-6
Demand States
• Negative
• Nonexistent
• Latent
• Declining
• Irregular
• Unwholesome
• Full
• Overfull
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-7
Key Customer Markets
• Consumer markets
• Business markets
• Global markets
• Nonprofit/Government markets
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-8
Company Orientations
• Production
• Product
• Selling
• Marketing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-9
Marketing Mix and the Customer
Four Ps
• Product
• Price
• Place
• Promotion
Four Cs
• Customer
solution
• Customer cost
• Convenience
• Communication
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-10
Core Concepts
• Needs, wants, and
demands
• Target markets,
positioning,
segmentation
• Offerings and
brands
• Value and
satisfaction
• Marketing
channels
• Supply chain
• Competition
• Marketing
environment
• Marketing
planning
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-11
Marketing Management Tasks
• Developing
marketing
strategies
• Capturing
marketing insights
• Connecting with
customers
• Building strong
brands
• Shaping market
offerings
• Delivering value
• Communicating
value
• Creating long-
term growth
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-12
Functions of CMOs
• Strengthening the brands
• Measuring marketing effectiveness
• Driving new product development
based on customer needs
• Gathering meaningful customer insights
• Utilizing new marketing technology
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-13
Figure 1.3 Improving CMO Success
(cont.)
• 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-14
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 Pearson Education, Inc. Publishing as Prentice Hall 1-15
Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able
employees who want to serve
customers well.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-16
Performance Marketing
• Financial Accountability
• Social Responsibility
Marketing
• Social Initiatives
• Corporate social
marketing
• Cause marketing
• Corporate philanthropy
• Corporate community
involvement
• Socially responsible
business practices
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-17
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

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6128249 (1).pdf

  • 1. Defining Marketing for the 21st Century Marketing Management, 13th ed 1
  • 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-2 Chapter Questions • 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-3 What is Marketing? 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-4 What is Marketing Management? 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-5 What is Marketed? • Goods • Services • Events and experiences • Persons • Places and properties • Organizations • Information • Ideas
  • 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-6 Demand States • Negative • Nonexistent • Latent • Declining • Irregular • Unwholesome • Full • Overfull
  • 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-7 Key Customer Markets • Consumer markets • Business markets • Global markets • Nonprofit/Government markets
  • 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-8 Company Orientations • Production • Product • Selling • Marketing
  • 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-9 Marketing Mix and the Customer Four Ps • Product • Price • Place • Promotion Four Cs • Customer solution • Customer cost • Convenience • Communication
  • 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-10 Core Concepts • Needs, wants, and demands • Target markets, positioning, segmentation • Offerings and brands • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment • Marketing planning
  • 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-11 Marketing Management Tasks • Developing marketing strategies • Capturing marketing insights • Connecting with customers • Building strong brands • Shaping market offerings • Delivering value • Communicating value • Creating long- term growth
  • 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-12 Functions of CMOs • Strengthening the brands • Measuring marketing effectiveness • Driving new product development based on customer needs • Gathering meaningful customer insights • Utilizing new marketing technology
  • 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-13 Figure 1.3 Improving CMO Success (cont.) • 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
  • 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-14 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
  • 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-15 Internal Marketing Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.
  • 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-16 Performance Marketing • Financial Accountability • Social Responsibility Marketing • Social Initiatives • Corporate social marketing • Cause marketing • Corporate philanthropy • Corporate community involvement • Socially responsible business practices
  • 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-17 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