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Marketing managment

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Marketing managment

  1. 1. MARKETING MANAGEMENT 12th edition 1 Defining Marketing for the 21st CenturyKotler Keller
  2. 2. Chapter Questions Why is marketing important? What is the scope of marketing? What are some of the fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management? 1-2
  3. 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. 1-3
  4. 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. 1-4
  5. 5. For an exchange to occur….. There are at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party. 1-5
  6. 6. What is Marketed? Goods  Places Services  Properties Events  Organizations Experiences  Information Persons  Ideas 1-6
  7. 7. Demand States Negative  Irregular Nonexistent  Unwholesome Latent  Full Declining  Overfull 1-7
  8. 8. Key Customer Markets Consumer markets Business markets Global markets Nonprofit/Government markets 1-8
  9. 9. The marketplace isn’t what it used to be…. Changing technology  Empowerment Globalization  Customization Deregulation  Convergence Privatization  Disintermediation 1-9
  10. 10. Company Orientations Production Product Selling Marketing 1-10
  11. 11. Marketing Mix and the Customer Four Ps Four Cs  Product  Customer solution  Price  Customer cost  Place  Convenience  Promotion  Communication 1-11
  12. 12. Core Concepts  Needs, wants, and  Marketing channels demands  Supply chain  Target markets,  Competition positioning,  Marketing segmentation environment  Offerings and brands  Marketing planning  Value and satisfaction 1-12
  13. 13. I want it, I need it….. 5 Types of Needs  Stated needs  Real needs  Unstated needs  Delight needs  Secret needs 1-13
  14. 14. Marketing Management Tasks  Developing  Shaping market marketing strategies offerings  Capturing marketing  Delivering value insights  Communicating  Connecting with value customers  Creating long-term  Building strong growth brands 1-14

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