Summary of Chapter1. Defining Marketing for 21st Century from Kotler

1. Marketing Management
Tasks

2. Developing Marketing Strategies
and Plans
Identifying potential long run opportunities

3. Assessing Market Opportunities
and Customer Value
Spot profitable market opportunities and how
to best create value for chosen target markets

4. Choosing Value

5. Designing Value
Deciding on wholesale and retail prices,
discounts, allowances, and credit terms

6. Delivering Value
How to properly deliver to the target market

7. Communicating Value
Adequate communication to the target market

8. Sustaining Growth and Value
Initiate new product development, testing and
launching as a part of long term view

9. Presentation by
YASH SHARMA
(IIT BHU)
(during a summer intern under
Prof. Sameer Mathur
IIM Lucknow)

10. RECAP
1) Developing Marketing Strategies and Plans
2) Assessing Market Opportunities and
Customer Value
3) Choosing Value
4) Designing Value
5) Delivering Value
6) Communicating Value
7) Sustaining Growth and Value