PowerPoint by                        Milton M. Pressley                       Creative Assistance by                      ...
Chapter 1Defining Marketing for the21st Centuryby                             PowerPoint by                        Milton ...
Kotler onMarketingThe future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among...
Chapter ObjectivesIn this chapter we will address the followingquestions:  What is the new economy like?  What are the tas...
The New EconomySubstantial increase in buying powerA greater variety of goods and servicesA greater amount of information ...
The New EconomyWebsites can provide companies withpowerful new information and saleschannels.Companies can collect fuller ...
The New EconomyCompanies can send ads, coupons,samples, information to targetedcustomers.Companies can customize offerings...
The three major challenges faced bybusinesses today are globalization,advances in technology, and deregulation.Which of th...
Marketing TaskTen rules of radical marketing  The CEO must own the marketing function.  Make sure the marketing department...
Marketing Task  Love and respect your customers.  Create a community of consumers.  Rethink the marketing mix.  Celebrate ...
The Scope of Marketing Marketing: typically seen as the task of creating, promoting, and delivering goods and services to ...
1. Negative          A major part of the market dislikes the             demand               product and may even pay a p...
Can you name a category ofproducts for which your negativefeelings have softened?What precipitatedthis change?            ...
The Scope of MarketingPlaces                 GoodsProperties             ServicesOrganizations          ExperiencesInforma...
The DecisionsMarketers MakeConsumer MarketsBusiness MarketsGlobal MarketsNonprofit andGovernmental Markets                ...
Marketing Concepts    and Tools Defining Marketing   Marketing   Marketing management Core Marketing Concepts   Target Mar...
Figure 1-1: A Simple Marketing System                                        1-17            www.bookfiesta4u.com
Marketing Concepts    and Tools  Marketplace,  Marketspace,  and  Metamarket                              1-18       www.b...
Marketing Concepts    and ToolsMarketers and ProspectsNeeds, Wants, and DemandsProduct, Offering, and BrandValue and Satis...
Marketing Concepts    and Tools Exchange and Transactions   Exchange   Transaction   Barter   Transfer   Behavioral respon...
Marketing Concepts    and Tools  Relationships and Networks    Relationship marketing    Marketing network  Marketing Chan...
Marketing Concepts    and Tools  Brand competition  Industry competition  Form competition  Generic competitionMarketing e...
Company OrientationsToward the Marketplace     Production Concept     Product concept     Selling Concept     Marketing Co...
Company OrientationsToward the Marketplace    Target Market    Customer Needs      Stated needs      Real needs      Unsta...
Company OrientationsToward the Marketplace    Integrated Marketing      External marketing      Internal marketing        ...
Company OrientationsToward the Marketplace    Profitability      Sales decline      Slow growth      Changing buying patte...
Company OrientationsToward the Marketplace  Societal Marketing Concept    Cause-    Cause-related marketing               ...
Can you identify the trends that havemade the marketing concept, thecustomer concept, and the societalmarketing concept mo...
How Business andMarketing are Changing    Customers    Brand manufacturers    Store-    Store-based retailers             ...
How Business and Marketing are ChangingCompany responses and adjustments  Reengineering       Partner-                    ...
How Business and Marketing are ChangingMarketer Responsesand Adjustments  Customer relationship          Integrated market...
Chapter 2Adapting Marketing To TheNew Economyby                            PowerPoint by                       Milton M. P...
Kotler onMarketingThe Internet willcreate new winnersand bury thelaggards.                                      1-33      ...
Chapter ObjectivesIn this chapter, we will address thefollowing questions:  What are the major forces driving the New  Eco...
Adapting Marketing to the     New Economy Major Drivers of the New Economy   Digitization and Connectivity   Disintermedia...
Procter & Gamble’s Reflect.com site allows customers         to design their own beauty products                          ...
Adapting Marketing to the     New Economy  Industry ConvergenceHow Business Practices are Changing  Organize by product un...
Table 2-1: Old Economy vs. New EconomyOld Economy                          New EconomyOrganize by product units           ...
Adapting Marketing to the     New Economy  Everyone does the marketing  Build brands through performance,  not just advert...
Adapting Marketing to the     New EconomyHow Marketing Practicesare Changing: E-Business              E-  E-business  E-co...
Customers can shop online at Calyx and Corolla or      ask for a catalog and shop by phone                                ...
Adapting Marketing to the     New Economy  Internet Domains: B2B  (Business to Business)                                  ...
Figure 2-1:The Supplier-CustomerRelationship:Traditional andNew EconomyStructures                                         ...
www.transora.com: global online marketplace for   the consumer packaged goods industry                                    ...
Adapting Marketing to the     New Economy Internet Domains: C2C (Consumer to Consumer) Internet Domains: C2B (Customer to ...
CarPoint, leading metamediary for car buying, is a pure      click company: It exists only on the Web.                    ...
Adapting Marketing to the     New Economy   Brick and Click companies                                     1-47            ...
Which is more important fordeveloping an e-presence: the agility               e-of a pure click company, or the welldefin...
Adapting Marketing to the     New EconomyHow Marketing Practices are Changing:Setting Up Web Sites  Designing an Attractiv...
Would you be willing to give up one ormore of the seven elements of an effectiveweb site in order to speed the deploymento...
Attracting and Keeping VisitorsTable 2-2:      2-             How can we get more prospects to know and visit our site?Set...
Adapting Marketing to the     New Economy    Context factors    Content factors    Getting feedback                       ...
Adapting Marketing to the     New Economy  Placing Ads and Promotions Online    Banner ads    Sponsorships    Microsite   ...
Infogate.com “pushes” targeted content and ads to those   who are interested in a product or product category             ...
Adapting Marketing to the     New Economy  Building a Revenue and Profit Model    Advertising income    Sponsorship income...
Adapting Marketing to the     New EconomyHow Marketing Practices are Changing:Customer Relationship Marketing  Reduce rate...
Adapting Marketing to the     New Economy  Focus disproportionate effort  on high value customers                         ...
Table 2-3: Mass Marketing vs.           One-to-One MarketingMass Marketing             One-to-One Marketing               ...
Adapting Marketing to the     New Economy Four steps for One-to-One Marketing                One-to-   Don’t go after ever...
Adapting Marketing to the     New Economy   Customer Databases and   Database Marketing     Customer mailing list     Busi...
Adapting Marketing to the     New EconomyData Warehouses and Data Mining  Using the database     To identify prospects    ...
Chapter 3Building CustomerSatisfaction, Value, andRetentionby                             PowerPoint by                   ...
Kotler onMarketingIt is no longerenough to satisfycustomers. You mustdelight them.                                     1-6...
Chapter ObjectivesIn this chapter, we will address thefollowing questions:  What are customer value and satisfaction,  and...
Defining Customer Value    and Satisfaction  Customer Perceived Value (CPV)    Total customer value    Total customer cost...
Figure 3-1:Determinantsof CustomerDeliveredValue                                      1-66               www.bookfiesta4u....
Defining Customer Value    and Satisfaction  Total Customer Satisfaction    Satisfaction  Customer Expectations  Deliverin...
Table 3-1: Tools for Tracking and Measuring                Customer SatisfactionComplaint      A customer-centered organiz...
Would you feel more brand loyalty for acompany that tried to immediately resolvea complaint via E-mail, or a company that ...
Premier Dell.com is a special business-oriented part of the                               business-Dell Web site that allo...
The Nature of HighPerformance Business  High-  High-performance business                               1-71        www.boo...
Figure 3-2: The High Performance Business                                            1-72              www.bookfiesta4u.com
The Nature of HighPerformance BusinessStakeholdersProcessesResources  Core competency  Distinctive capabilitiesOrganizatio...
Can you name a company that haschanged the public’s perception oftheir corporate culture? Has thiseffectively rehabilitate...
Delivering Customer Value     and Satisfaction    Value Chain      Value chain                                  1-75      ...
Figure 3-3: The Generic Value Chain                                      1-76           www.bookfiesta4u.com
Delivering Customer Value     and Satisfaction  BenchmarksCore Business Processes  The market sensing process  The new off...
Delivering Customer Value     and Satisfaction  The Value Delivery Network  (Supply Chain)                                ...
Figure 3-4:LeviStrauss’sValue-DeliveryNetwork                                     1-79              www.bookfiesta4u.com
Attracting and Retaining       Customers  Partner relationship  management (PRM)  Customer relationship  management (CRM) ...
Saturn has gained a customer loyalty rateof more than 60% by fundamentallychanging the buyer-seller relationship.         ...
Attracting and Retaining       Customers  Attracting Customers  Computing the Cost of  Lost Customers    Customer churn   ...
On the Lands’ End Web site, customers can click abutton to talk with a customer service representative                    ...
Attracting and Retaining       CustomersThe Need for Customer RetentionMeasuring CustomerLifetime Value (CLV)Customer Rela...
Figure 3-5:TheCustomer-DevelopmentProcess                                     1-85              www.bookfiesta4u.com
Attracting and Retaining       Customers  Five levels of investment in  customer relationship building    Basic marketing ...
Figure 3-6: Levels of Relationship Marketing                                               1-87               www.bookfies...
Attracting and Retaining       Customers Forming Strong Customer Bonds: The Basics   Cross-   Cross-departmental participa...
Attracting and Retaining       Customers    Organize and make accessible a    database of customer information    Make it ...
The H.O.G. Web site presents the benefits of joining.                                                        1-90         ...
Attracting and Retaining       Customers    Adding Social Benefits                                1-91         www.bookfie...
Good Things                      Bad ThingsTable 3-2:       Initiate positive phone calls    Make only callbacksSocial Act...
Attracting and Retaining       Customers    Adding Structural Ties      Create long-term contracts             long-      ...
Customer Profitability,Company Profitability, andTotal Quality Management  Measuring Profitability    Profitable customer ...
Figure 3-7: Customer-Product Profitability Analysis                                                      1-95             ...
Figure 3-8: Allocating marketing investment        according to customer value                                            ...
Customer Profitability,Company Profitability, andTotal Quality Management  Increasing Company Profitability    Competitive...
Chapter 4Winning Markets ThroughMarket-Market-Oriented StrategicPlanningby                            PowerPoint by       ...
Kotler onMarketingIt is more importantto do what isstrategically rightthan what isimmediatelyprofitable.                  ...
Chapter ObjectivesIn this chapter, we examine thefollowing questions:  How is strategic planning carried out at  the corpo...
Strategic Planning: Three Key Areas   and Four Organization Levels Strategic marketing plan Tactical marketing plan Market...
Corporate and Division   Strategic PlanningAll corporate headquarters undertakefour planning activities  Defining the Corp...
Corporate and Division    Strategic PlanningDefining the Corporate Mission  Mission statements define which competitive  s...
Can you name a company that hasrecently changed its product scopeor market segment scope in a verypublic way? Was this an ...
Corporate and Division  Strategic PlanningEstablishing Strategic Business Units(SBUs)                                     ...
Table 4.1: Product-Oriented versus Market-Oriented                Definitions of a BusinessCompany             Product Def...
Corporate and Division    Strategic PlanningThree characteristics of SBUs  Single business or collection of related  busin...
The Growth-Share Matrix    Growth-  Relative market share  Four Cells    Question Marks    Stars    Cash Cows    DogsSBU S...
Can you give an example of a “Star”that skipped “Cash Cow”, and wentstraight to “Dog” status?                             ...
Corporate and Division  Strategic Planning  The General Electric Model                               1-110        www.book...
Table 4-2: Factors underlying Market Attractiveness and Competitive  Position in GE Multifactor Portfolio Model: Hydraulic...
Corporate and Division  Strategic Planning  Critique of Portfolio Models  Planning New Businesses,  Downsizing Older Busin...
Corporate and Division  Strategic Planning      Intensive Growth                              1-113       www.bookfiesta4u...
Starbucks’ home page: Customers can request a catalog of Starbucks products, subscribe to a          newsletter, and shop ...
Corporate and Division  Strategic Planning  Integrative Growth  Diversification Growth  Downsizing Older Businesses       ...
Give an example of a marketsegment where integrative growthwould be preferable to growththrough diversification. Explainwh...
Business Unit Strategic PlanningBusiness MissionSWOT Analysis  External Environment Analysis  (Opportunity and Threat Anal...
Give some examples of companiesthat have grown to dominate theirmarket segment by using technologyto make buying opportuni...
Business Unit  Strategic PlanningMarketing Opportunity Analysis (MOA)  Can the benefits be articulated to a target  market...
Figure 4-7: Opportunity and Threat Matrices                                              1-120               www.bookfiest...
Business Unit Strategic PlanningInternal Environmental Analysis(Strength/Weakness Analysis)Goal FormationStrategicFormulat...
Business Unit Strategic PlanningPorter’s Generic Strategies  Overall cost leadership  Differentiation  Focus              ...
Travelocity’s Web site helps the consumer plan thewhole vacation – flights, lodging, and car rental.com                   ...
Business Unit     Strategic PlanningOperational Effectiveness and Strategy  Strategic group  Strategic alliances          ...
Business Unit     Strategic PlanningMarketing Alliances  Product or service alliances  Promotional alliances  Logistical a...
Business UnitStrategic Planning  Feedback and Control                            1-126     www.bookfiesta4u.com
The Marketing Process Steps in the Planning Process   The marketing process Analyzing Market Opportunities Developing Mark...
Figure 4-10:FactorsInfluencingCompanyMarketingStrategy                                      1-128               www.bookfi...
Product Planning: The Nature and  Contents of a Marketing Plan   Contents of the Marketing Plan     Executive Summary     ...
Product Planning: The Nature and  Contents of a Marketing Plan  Sample Marketing Plan: Sonic Personal  Digital Assistant  ...
Product Planning: The Nature and  Contents of a Marketing Plan    Implementation Controls    Marketing Strategy      Posit...
Chapter 5Gathering Information andMeasuring Market Demandby                            PowerPoint by                      ...
Kotler onMarketingMarketing is becoming a battle based more on information than on sales power.                           ...
Chapter ObjectivesIn this chapter, we focus on the followingquestions:  What are the components of a modern  marketing inf...
The Components of a ModernMarketing Information System  Marketing Information System (MIS)  10 useful questions for determ...
The Components of a ModernMarketing Information System   What information would you want that you are not   getting now?  ...
Internal Record Systems  The Order-to-Payment Cycle      Order-to-  Sales Information Systems  Databases, Data Warehouses ...
Can you name a company that usestargeted mailings to promote newproducts, or regional offerings?                          ...
The MarketingIntelligence SystemA Marketing Intelligence Systemis a set of procedures and sourcesused by managers to obtai...
What are some of the potentialhazards a company might face byrelying too heavily on distributors,retailers, or otherinterm...
The Marriott Vacation Club International Web sitegives interested customers the opportunity to sell       themselves on th...
CEOExpress.com is a portal to information–a user                                  information–clicks on a listing and is t...
Table 5-1: Secondary-Data SourcesSecondary-Secondary-     A.   Internal SourcesData Sources         Company profit-loss st...
Marketing Research System   Marketing Research   Suppliers of Marketing Research     Engaging students or professors to   ...
Figure 5-1:The Marketing  Research  Process                                       1-145                www.bookfiesta4u.com
Marketing Research System   The Marketing Research Process     Step 1: Define the Problem, the     Decision Alternatives, ...
Marketing Research System         Survey research         Behavioral data         Experimental research  Research Instrume...
Table 5-2: Types of Questions                                                  A. Closed-end Questions                    ...
Marketing Research System  Sampling Plan    Sampling unit    Sample size    Sampling procedure                            ...
www.wansink.com is a consumer psychology Web site set up by Dr. Brian Wansink of the            University of Illinois    ...
Table 5-3: Probability and Nonprobability SamplesA. Probability SampleSimple random sample    Every member of the populati...
Table 5-3: Probability and Nonprobability Samples                       (Continued)B. Nonprobability   SampleConvenience s...
Marketing Research System   Contact Methods     Mail questionnaire     Personal interviewing       Arranged interviews    ...
Marketing Research System    Step 3: Collect the    Information    Step 4: Analyze the    Information    Step 5: Present t...
Table 5-4: The Seven Characteristics of Good                       Marketing Research1. Scientific   Effective marketing r...
Marketing Research System Overcoming Barriers to the Use of Marketing Research   A narrow conception of the research   Une...
Marketing Decision Support         System  Marketing Decision Support  System (MDSS)    Marketing and sales    software pr...
Table 5-5: Quantitative Tools Used in Marketing Decision                         Support SystemsStatistical Tools1. Multip...
Forecasting and  Demand MeasurementThe Measures of Market DemandFigure 5-3: NinetyTypes of DemandMeasurement(6X5X3)       ...
Forecasting andDemand Measurement  Which Market to  Measure?    Market    Potential market    Available market    Target m...
Forecasting andDemand MeasurementFigure 5-4: Market Demand Functions                                      1-161           ...
Can you name a market segmentwith a low penetration index? Ahigh penetration index? Can youthink of a market where the hig...
Forecasting and Demand     Measurement   Market Forecast   Market Potential     Product penetration     percentage   Compa...
Forecasting and Demand     MeasurementEstimating Current demand  Total Market Potential  Area Market Potential    Market- ...
Table 5-6: Market-Buildup Method Using SIC Codes                                            (c)          (a)              ...
Forecasting and Demand     Measurement    Multiple-Factor Index    Method       Brand development       index (BDI)       ...
Table 5-7: Calculating the Brand             Development Index (BDI)                    (a)              (b)              ...
Forecasting and Demand     Measurement   Industry Sales and Market Shares Estimating Future Demand Survey of Buyers’ Inten...
Forecasting and Demand     Measurement  Composite of Sales Force Opinions  Expert Opinion    Group discussion method    Po...
Chapter 6Scanning the MarketingEnvironmentby                            PowerPoint by                       Milton M. Pres...
Kotler onMarketingToday you have to run faster to stay in place.                                     1-171              ww...
Chapter ObjectivesIn this chapter, we focus on twoquestions:  What are the key methods for tracking and  identifying oppor...
Analyzing Needs and Trends in    the Macroenvironment     Trend     Fad     Megatrends                                   1...
Given the definitions for fads,trends, and megatrends presented inthe text, how would you define youronline activities? Ca...
Identifying and Responding to the Major Macroenvironment Forces  The substantial speedup of international  transportation,...
Identifying and Responding to the Major Macroenvironment Forces  The severe debt problems of a number of countries,  along...
Identifying and Responding to the Major Macroenvironment Forces  The increasing tendency of multinationals to transcend  t...
Identifying and Responding to the Major Macroenvironment Forces  Demographic Environment    Worldwide Population    Growth...
Can you identify one or morenations whose populations hold thepromise of huge potential marketsfor consumer goods? How hav...
Identifying and Responding to the Major Macroenvironment Forces    Educational Groups    Household Patterns    Geographica...
Identifying and Responding to the Major Macroenvironment Forces  Economic Environment    Income Distribution    Savings, D...
Identifying and Responding to the Major Macroenvironment Forces  Natural Environment    Shortage of Raw Materials    Incre...
Identifying and Responding to the Major Macroenvironment Forces  Technological Environment    Accelerating Pace of Change ...
Identifying and Responding to the Major Macroenvironment Forces    Varying R&D Budgets    Increased Regulation of    Techn...
Identifying and Responding to the Major Macroenvironment Forces  Social-  Social-Cultural  Environment      Views of thems...
Identifying and Responding to the Major Macroenvironment Forces  High Persistence of Core  Cultural Values  Existence of s...
Chapter 7Analyzing ConsumerMarkets and Buyer Behaviorby                               PowerPoint by                       ...
Kotler onMarketingThe most important thing is to forecast where customers are moving, and be in front of them.            ...
Chapter ObjectivesIn this chapter, we focus on two questions:  How do the buyers’ characteristics – cultural,  social, per...
Influencing Buyer Behavior  Consumer BehaviorCultural Factors  Culture    Subcultures    Diversity marketing    Social cla...
Influencing Buyer Behavior  Social Factors    Reference Groups      Reference groups      Membership groups      Primary g...
Table 7.1: Characteristics of Major U.S. Social Classes1. Upper Uppers The social elite who live on inherited wealth. They...
Influencing Buyer Behavior     Secondary groups     Aspirational groups     Dissociative groups     Opinion leader        ...
Influencing Buyer Behavior     Family        Family of orientation        Family of procreation     Roles and Statuses    ...
With the “graying” of the American populace,marketers have begun to shift images andcultural references in advertising fro...
Influencing Buyer Behavior  Personal Factors    Age and Stage in the Life Cycle      Family life cycle    Occupation and E...
In recent years, many organizations have“provided” televisions with limited programmingaccess for use in K-12 classrooms. ...
Table 7.2: Stages in the Family Life Cycle1. Bachelor stage:        Few financial burdens. Fashion opinionYoung, single, n...
Figure 7.2: The VALS segmentation system:             An 8-part typologyGroups with HighResources1. Actualizers2. Fulfille...
SRI Consulting Business Intelligence’s Web site                                             1-200                 www.book...
Influencing Buyer Behavior    Personality and Self-Concept                    Self-      Personality      Brand personalit...
Influencing Buyer Behavior  Psychological Factors    Motivation      Motive    Freud’s Theory      Laddering      Projecti...
Influencing Buyer Behavior  Ernest Dichter’s research found:    Consumers resist prunes because prunes are    wrinkled loo...
Influencing Buyer Behavior   Maslow’s Theory  Figure 7.3:  Maslow’s  Hierarchy of  Needs                                  ...
Influencing Buyer Behavior    Herzberg’s Theory      Dissatisfiers      Satisfiers                                     1-2...
Influencing Buyer Behavior  Perception    Selective attention      People are more likely to notice stimuli than      rela...
Influencing Buyer Behavior    Learning      Drive      Cues      Discrimination    Beliefs and Attitudes      Belief      ...
The purchase of a product from a Company Aturns out to be a positive experience. You arelooking for a loosely related prod...
The Buying Decision Process   Buying Roles     Initiator     Influencer     Decider     Buyer     User   Buying behavior  ...
Table 7.3: Four Types of Buying Behavior                           High Involvement      Low InvolvementSignificant Differ...
The Buying Decision Process    Complex Buying Behavior    Dissonance-    Dissonance-Reducing Buyer Behavior    Habitual Bu...
Stages in the Buying   Decision ProcessHow marketers learn about the stages:  Introspective method  Retrospective method  ...
The Edmunds.com home page shows the variety ofservices this Web company offers those shoppingfor a car.                   ...
Stages of the Buying Decision ProcessProblem recognitionInformation search  Personal sources                Figure 7.4:  C...
Figure 7.5: Successive Sets Involved in Customer                Decision Making                                           ...
The Buying Decision Process   Evaluation of Alternatives     Potential Attributes of interest       Cameras       Hotels  ...
Table 7.4: A Consumer’s Brand Beliefs                  about ComputersComputer                                 Attribute  ...
The Buying Decision Process     Strategies designed to stimulate interest in a     computer        Redesign the computer  ...
The Buying Decision Process   Purchase Decision      Figure 7.6: Steps Between Evaluation of       Alternatives and a purc...
The Buying Decision Process    Informediaries       Consumer Reports       Zagats    Unanticipated situational factors    ...
The Buying Decision Process  Postpurchase Behavior    Postpurchase Satisfaction      Disappointed      Satisfied      Deli...
Figure 7.7: How Customers Dispose of Products                                                1-222                www.book...
The Buying Decision Process  Other Models of the Buying Decision  Process    Health Model      Stages of Change Model     ...
Figure 7.8:Activity cyclefor IBMcustomers inthe globalelectronicnetworkingcapabilitymarket space                          ...
Figure 7.9:Value addsfor IBMcustomers inthe globalelectronicnetworkingcapabilitymarket space                              ...
Chapter 8Analyzing Business Marketsand Business BuyingBehaviorby                            PowerPoint by                 ...
Kotler onMarketingMany businesses are wisely turning their suppliers and distributors into valued partners.               ...
Chapter ObjectivesIn this chapter, we focus on six questions:  What is the business market, and how does it  differ from t...
What is Organizational         Buying?  Organizational buyingThe business market versus the consumermarket  Business marke...
What is Organizational       Buying? Derived demand Inelastic demand Fluctuating demand Professional purchasing           ...
Blue Shield of California’s mylifepath                                         1-231                 www.bookfiesta4u.com
What is Organizational       Buying? Several buying influences Multiple sales calls Directed purchasing Reciprocity Leasin...
If you were tasked with marketing aproduct or service to an organization,would you attempt to initially contact thepurchas...
What is Organizational       Buying?  Buying Situations    Straight rebuy    Modified rebuy    New Task  Systems Buying an...
What are some of the benefits to anorganization that can be derivedfrom a single source solution, or a                    ...
Participants in the Business      Buying Process    The Buying Center      Initiators      Users      Influencers      Dec...
Figure 8-1: Major Influences on  Industrial Buying Behavior                                  1-237        www.bookfiesta4u...
Major Influences on Buying         DecisionsEnvironmental FactorsOrganizational Factors  Purchasing-  Purchasing-Departmen...
The e-hub Plastics.com home page offers buyers and     e-sellers of plastics a marketplace plus news andinformation       ...
Covisint’s Web site offers both services andinformation                                               1-240               ...
Major Influences on Buying         Decisions  Other Organizational Factors    Long-    Long-Term Contracts       Vendor-  ...
Major Influences on Buying         DecisionsInterpersonal and Individual FactorsCultural Factors  France  Germany  Japan  ...
The Purchasing/Procurement Process  Incentive to purchaseThree Company Purchasing Orientations  Buying Orientation     Com...
The Purchasing/Procurement ProcessTypes of Purchasing Processes  Routine products  Leverage products  Strategic products  ...
The Purchasing/Procurement Process Stages in the Buying Process   Problem Recognition   General Need Description and   Pro...
Table 8.1: Buygrid Framework: Major Stages (Buyphases) of theIndustrial Buying Process in Relation to Major Buying Situati...
The Purchasing/Procurement ProcessGeneral Need Description andProduct Specification  Product value analysisSupplier Search...
The Purchasing/ Procurement ProcessProposal SolicitationSupplier Selection                                    1-248       ...
Table 8-2: An Example of Vendor AnalysisAttributes                                             Rating Scale               ...
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Marketing management-by-philip-kotler-719-slides-1234238345990514-2
Upcoming SlideShare
Loading in …5
×

Marketing management-by-philip-kotler-719-slides-1234238345990514-2

1,045 views

Published on

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,045
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
26
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Marketing management-by-philip-kotler-719-slides-1234238345990514-2

  1. 1. PowerPoint by Milton M. Pressley Creative Assistance by D. Carter and S. Koger 1-1www.bookfiesta4u.com
  2. 2. Chapter 1Defining Marketing for the21st Centuryby PowerPoint by Milton M. Pressley University of New Orleans 1-2 www.bookfiesta4u.com
  3. 3. Kotler onMarketingThe future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations. 1-3 www.bookfiesta4u.com
  4. 4. Chapter ObjectivesIn this chapter we will address the followingquestions: What is the new economy like? What are the tasks of marketing? What are the major concepts and tools of marketing? What orientations do companies exhibit in the marketplace? How are companies and marketers responding to the new challenges? 1-4 www.bookfiesta4u.com
  5. 5. The New EconomySubstantial increase in buying powerA greater variety of goods and servicesA greater amount of information aboutpractically anythingA greater ease in interacting and placingand receiving ordersAn ability to compare notes on productsand services 1-5 www.bookfiesta4u.com
  6. 6. The New EconomyWebsites can provide companies withpowerful new information and saleschannels.Companies can collect fuller and richerinformation about markets, customers,prospects and competitors.Companies can facilitate and speed upcommunications among employees.Companies can have 2-way 2-communication with customers andprospects 1-6 www.bookfiesta4u.com
  7. 7. The New EconomyCompanies can send ads, coupons,samples, information to targetedcustomers.Companies can customize offerings andservices to individual customers.The Internet can be used as acommunication channel for purchasing,training, and recruiting.Companies can improve logistics andoperations for cost savings whileimproving accuracy and service quality. 1-7 www.bookfiesta4u.com
  8. 8. The three major challenges faced bybusinesses today are globalization,advances in technology, and deregulation.Which of these affords the greatestopportunity for established businesses?Which affords the greatestopportunities for newbusinesses? Why? 1-8 www.bookfiesta4u.com
  9. 9. Marketing TaskTen rules of radical marketing The CEO must own the marketing function. Make sure the marketing department starts small and flat and stays small and flat. Get face to face with the people who matter most – the customers. Use market research cautiously. Hire only passionate missionaries. 1-9 www.bookfiesta4u.com
  10. 10. Marketing Task Love and respect your customers. Create a community of consumers. Rethink the marketing mix. Celebrate common sense. Be true to the brand.Three stages of marketing practice Entrepreneurial Marketing Formulated Marketing Intrepreneurial Marketing 1-10 www.bookfiesta4u.com
  11. 11. The Scope of Marketing Marketing: typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses. 1-11 www.bookfiesta4u.com
  12. 12. 1. Negative A major part of the market dislikes the demand product and may even pay a price toTable 1.1 avoid it—vaccinations, dental work, it—Demand vasectomies, and gallbladder operations, for instance. Employers haveStates and a negative demand for ex-convicts and ex-Marketing alcoholics as employees. The marketing task is to analyze why the marketTasks dislikes the product and whether a marketing program consisting of product redesign, lower prices, and more positive promotion can change beliefs and attitudes. 2. No demand Target consumers may be unaware of or uninterested in the product. Farmers may not be interested in a new farming method, and college students may not be interested in foreign-language foreign- courses. The marketing task is to find ways to connect the benefits of the product with people’s natural needs and interests. See text for complete table 1-12 www.bookfiesta4u.com
  13. 13. Can you name a category ofproducts for which your negativefeelings have softened?What precipitatedthis change? 1-13 www.bookfiesta4u.com
  14. 14. The Scope of MarketingPlaces GoodsProperties ServicesOrganizations ExperiencesInformation EventsIdeas Persons 1-14 www.bookfiesta4u.com
  15. 15. The DecisionsMarketers MakeConsumer MarketsBusiness MarketsGlobal MarketsNonprofit andGovernmental Markets 1-15 www.bookfiesta4u.com
  16. 16. Marketing Concepts and Tools Defining Marketing Marketing Marketing management Core Marketing Concepts Target Markets and Segmentation 1-16 www.bookfiesta4u.com
  17. 17. Figure 1-1: A Simple Marketing System 1-17 www.bookfiesta4u.com
  18. 18. Marketing Concepts and Tools Marketplace, Marketspace, and Metamarket 1-18 www.bookfiesta4u.com
  19. 19. Marketing Concepts and ToolsMarketers and ProspectsNeeds, Wants, and DemandsProduct, Offering, and BrandValue and Satisfaction Customer value triad Value Value = Benefits / Costs = (Functional benefits + Emotional benefits) / (Monetary costs + Time costs + Energy costs + Psychic costs) 1-19 www.bookfiesta4u.com
  20. 20. Marketing Concepts and Tools Exchange and Transactions Exchange Transaction Barter Transfer Behavioral response 1-20 www.bookfiesta4u.com
  21. 21. Marketing Concepts and Tools Relationships and Networks Relationship marketing Marketing network Marketing Channels Supply Chain Competition 1-21 www.bookfiesta4u.com
  22. 22. Marketing Concepts and Tools Brand competition Industry competition Form competition Generic competitionMarketing environment Task environment Broad environmentMarketing Program Marketing program Marketing mix 1-22 www.bookfiesta4u.com
  23. 23. Company OrientationsToward the Marketplace Production Concept Product concept Selling Concept Marketing Concept 1-23 www.bookfiesta4u.com
  24. 24. Company OrientationsToward the Marketplace Target Market Customer Needs Stated needs Real needs Unstated needs Delight needs Secret needs 1-24 www.bookfiesta4u.com
  25. 25. Company OrientationsToward the Marketplace Integrated Marketing External marketing Internal marketing 1-25 www.bookfiesta4u.com
  26. 26. Company OrientationsToward the Marketplace Profitability Sales decline Slow growth Changing buying patterns Increasing competition Increasing marketing expenditures 1-26 www.bookfiesta4u.com
  27. 27. Company OrientationsToward the Marketplace Societal Marketing Concept Cause- Cause-related marketing 1-27 www.bookfiesta4u.com
  28. 28. Can you identify the trends that havemade the marketing concept, thecustomer concept, and the societalmarketing concept more attractivemodels for contemporarymarketing managers? 1-28 www.bookfiesta4u.com
  29. 29. How Business andMarketing are Changing Customers Brand manufacturers Store- Store-based retailers 1-29 www.bookfiesta4u.com
  30. 30. How Business and Marketing are ChangingCompany responses and adjustments Reengineering Partner- Partner-suppliers Outsourcing Market- Market-centered E-commerce Global and local Benchmarking Decentralized Alliances 1-30 www.bookfiesta4u.com
  31. 31. How Business and Marketing are ChangingMarketer Responsesand Adjustments Customer relationship Integrated marketing marketing communications Customer lifetime value Channels as partners Customer share Every employee a Target marketing marketer Customization Model- Model-based decision Customer database making 1-31 www.bookfiesta4u.com
  32. 32. Chapter 2Adapting Marketing To TheNew Economyby PowerPoint by Milton M. Pressley University of New Orleans 1-32 www.bookfiesta4u.com
  33. 33. Kotler onMarketingThe Internet willcreate new winnersand bury thelaggards. 1-33 www.bookfiesta4u.com
  34. 34. Chapter ObjectivesIn this chapter, we will address thefollowing questions: What are the major forces driving the New Economy? How are business and marketing practices changing as a result of the New Economy? How are marketers using the Internet, customer databases, and customer relationship management in the New Economy? 1-34 www.bookfiesta4u.com
  35. 35. Adapting Marketing to the New Economy Major Drivers of the New Economy Digitization and Connectivity Disintermediation and Reintermediation Customization and Customerization 1-35 www.bookfiesta4u.com
  36. 36. Procter & Gamble’s Reflect.com site allows customers to design their own beauty products 1-36 www.bookfiesta4u.com
  37. 37. Adapting Marketing to the New Economy Industry ConvergenceHow Business Practices are Changing Organize by product units to organize by customer segments Shift focus from profitable transactions to customer lifetime value Shift focus from financial scorecard to also focusing on the marketing scorecard Shift focus from shareholders to stakeholders 1-37 www.bookfiesta4u.com
  38. 38. Table 2-1: Old Economy vs. New EconomyOld Economy New EconomyOrganize by product units Organize by customer segmentsFocus on profitable transactions Focus on customer lifetime valueLook primarily at financial Look also at marketing scorecardscorecard Focus on stakeholdersFocus on shareholders Everyone does the marketingMarketing does the marketing Build brands through behaviorBuild brands through advertising Focus on customer retention andFocus on customer acquisition growthNo customer satisfaction Measure customer satisfaction andmeasurement retention rateOverpromise, underdeliver Underpromise, overdeliver 1-38 www.bookfiesta4u.com
  39. 39. Adapting Marketing to the New Economy Everyone does the marketing Build brands through performance, not just advertising Customer retention rather than customer acquisition From none to in-depth customer in- satisfaction measurement From over-promise, under-deliver to over- under- under- under-promise, over-deliver over- The New Hybrid 1-39 www.bookfiesta4u.com
  40. 40. Adapting Marketing to the New EconomyHow Marketing Practicesare Changing: E-Business E- E-business E-commerce E-purchasing E-marketingInternet Domains: B2C(Business to Customer) 1-40 www.bookfiesta4u.com
  41. 41. Customers can shop online at Calyx and Corolla or ask for a catalog and shop by phone 1-41 www.bookfiesta4u.com
  42. 42. Adapting Marketing to the New Economy Internet Domains: B2B (Business to Business) 1-42 www.bookfiesta4u.com
  43. 43. Figure 2-1:The Supplier-CustomerRelationship:Traditional andNew EconomyStructures 1-43 www.bookfiesta4u.com
  44. 44. www.transora.com: global online marketplace for the consumer packaged goods industry 1-44 www.bookfiesta4u.com
  45. 45. Adapting Marketing to the New Economy Internet Domains: C2C (Consumer to Consumer) Internet Domains: C2B (Customer to Business) Pure Click vs. Brick and Click Companies Pure- Pure-click companies 1-45 www.bookfiesta4u.com
  46. 46. CarPoint, leading metamediary for car buying, is a pure click company: It exists only on the Web. 1-46 www.bookfiesta4u.com
  47. 47. Adapting Marketing to the New Economy Brick and Click companies 1-47 www.bookfiesta4u.com
  48. 48. Which is more important fordeveloping an e-presence: the agility e-of a pure click company, or the welldefined and readily identifiableresources of a traditionalbrick and mortarcompany? 1-48 www.bookfiesta4u.com
  49. 49. Adapting Marketing to the New EconomyHow Marketing Practices are Changing:Setting Up Web Sites Designing an Attractive Website Seven elements of effective sites Context Content Community Customization Communication Connection Commerce 1-49 www.bookfiesta4u.com
  50. 50. Would you be willing to give up one ormore of the seven elements of an effectiveweb site in order to speed the deploymentof a new company e-commerce site? e-What would the expected trade-offs be trade-between an effective siteand an early webpresence? 1-50 www.bookfiesta4u.com
  51. 51. Attracting and Keeping VisitorsTable 2-2: 2- How can we get more prospects to know and visit our site?Setting How can we use marketing to spread word-of-mouth? word-of-Up a How can we convert visitors into repeaters?Dot-Dot-com How do we make our site more experiential and real?Presence How can we build a strong relationship with our customers? How can we