Kotler mm 13e_overheads_01

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Kotler mm 13e_overheads_01

  1. 1. Defining Marketing for the 21 st Century Marketing Management, 13 th ed 1
  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>How has marketing management changed? </li></ul><ul><li>What are the tasks necessary for successful marketing management? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  3. 3. What is Marketing? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 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? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 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. What is Marketed? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas
  6. 6. Figure 1.1 Structure of Flows in a Modern Exchange Economy Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  7. 7. Figure 1.2 A Simple Marketing System Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  8. 8. Demand States Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- Nonexistent Latent Declining Irregular Full Unwholesome Overfull Negative
  9. 9. Functions of CMOs <ul><li>Strengthening the brands </li></ul><ul><li>Measuring marketing effectiveness </li></ul><ul><li>Driving new product development based on customer needs </li></ul><ul><li>Gathering meaningful customer insights </li></ul><ul><li>Utilizing new marketing technology </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  10. 10. Figure 1.3 Improving CMO Success <ul><li>Make the mission and responsibilities clear </li></ul><ul><li>Fit the role to the marketing culture and structure </li></ul><ul><li>Ensure the CMO is compatible with the CEO </li></ul><ul><li>Remember that show people don’t succeed </li></ul><ul><li>Match the personality with the CMO type </li></ul><ul><li>Make line managers marketing heroes </li></ul><ul><li>Infiltrate the line organization </li></ul><ul><li>Require right-brain and left-brain skills </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  11. 11. Core Marketing Concepts <ul><li>Needs, wants, and demands </li></ul><ul><li>Target markets, positioning, segmentation </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>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  12. 12. I want it, I need it… <ul><li>Five Types of Needs </li></ul><ul><li>Stated needs </li></ul><ul><li>Real needs </li></ul><ul><li>Unstated needs </li></ul><ul><li>Delight needs </li></ul><ul><li>Secret needs </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  13. 13. The marketplace isn’t what it used to be… Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- Information technology Globalization Deregulation Privatization Competition Convergence Consumer resistance Retail transformation
  14. 14. New Consumer Capabilities <ul><li>A substantial increase in buying power </li></ul><ul><li>A greater variety of available goods and services </li></ul><ul><li>A great amount of information about practically anything </li></ul><ul><li>Greater ease in interacting and placing and receiving orders </li></ul><ul><li>An ability to compare notes on products and services </li></ul><ul><li>An amplified voice to influence public opinion </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  15. 15. Company Orientations Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- Production Selling Marketing Product
  16. 16. Figure 1.4 Holistic Marketing Dimensions Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  17. 17. Figure 1.5 The Four P’s Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  18. 18. Internal Marketing <ul><li>Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well. </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  19. 19. Performance Marketing <ul><li>Financial Accountability </li></ul><ul><li>Social Responsibility Marketing </li></ul><ul><li>Social Initiatives </li></ul><ul><li>Corporate social marketing </li></ul><ul><li>Cause marketing </li></ul><ul><li>Corporate philanthropy </li></ul><ul><li>Corporate community involvement </li></ul><ul><li>Socially responsible business practices </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  20. 20. Marketing Management Tasks <ul><li>Develop market strategies and plans </li></ul><ul><li>Capture marketing insights </li></ul><ul><li>Connect with customers </li></ul><ul><li>Build strong brands </li></ul><ul><li>Shape market offerings </li></ul><ul><li>Deliver value </li></ul><ul><li>Communicate value </li></ul><ul><li>Create long-term growth </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-

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