Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Philip Kotler Chapter 1

This is a presentation containing key aspects explained in the first chapter of Philip Kotler - Marketing Management

  • Login to see the comments

Philip Kotler Chapter 1

  1. 1. CHAPTER 1 :<br />DEFINING MARKETING FOR THE 21st CENTURY<br />MARKETING MANAGEMENT<br />Nataraj Pangal | Shreya Rana<br />
  2. 2. Social Definition<br />Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others<br />MARKETING DEFINITION<br />AMA Definition<br />Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.<br />
  3. 3. Kotler Definition<br />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.<br />MARKETING DEFINITION<br />
  5. 5. DEMAND STATES<br />
  8. 8. The Production Concept<br /><ul><li>Oldest Concept
  9. 9. Consumers will prefer products that are widely available & Inexpensive
  10. 10. Concentrate on achieving high production efficiency, low costs and mass distribution
  11. 11. Eg: - Lenovo and Haier in China</li></ul>COMPANY ORIENTATION<br />The Product Concept<br /><ul><li>Consumers favor products that offer most quality, performance and innovative features.
  12. 12. Make superior products and improve them over time.
  13. 13. Caught in a “love-affair” with their product.</li></li></ul><li>The Selling Concept<br /><ul><li>Consumers, if left alone, wont buy enough of the organization’s products.
  14. 14. Must undertake an aggressive selling and promotion effort.
  15. 15. Practiced most aggressively with unsought goods.
  16. 16. Eg:- Insurance & Encyclopedias.
  17. 17. Aim is to sell what they make rather than make what the market wants.</li></ul>COMPANY ORIENTATION<br />The Marketing Concept<br /><ul><li>Customer Centered instead of Product Centered.
  18. 18. Not to find right customers for your products, but to find right products for your customers.
  19. 19. Eg:- Dell
  20. 20. Reactive Market Orientation – Understanding and meeting customers’ expressed needs
  21. 21. Proactive Market Orientation - Understanding and meeting customers’ latent needs
  22. 22. Total Market Orientation</li></li></ul><li>Products & Services<br />Senior Mgmt<br />Marketing <br />Dept<br />Communications<br />Channels<br />Other Depts<br />Internal Marketing<br />Integrated Marketing<br />Holistic Marketing Concept<br />COMPANY ORIENTATION<br />Performance Marketing<br />Relationship Marketing<br />Commodity<br />Legal<br />Environment<br />Partners<br />Ethics<br />Customers<br />Sales Revenue<br />Brand & Customer Equity<br />Channel<br />
  23. 23. MARKETING TASKS<br />