Philip Kotler Chapter 1

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

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  • Demand States –Negative Demand – Dislike ProductNo Demand – Unaware or uninterested in the productLatent Demand – Strong need which cannot be satisfied by existing productsDeclining Demand – Experiences by all organizations.Irregular Demand – Season demandFull Demand – Firms are pleased with the volume of businessOverfull Demand – Demand higher than what can be handled De Marketing – Reducing demand temporarily or permanently - Can be reduced by increasing prices, or reducing promotion and services.Unwholesome Demand – Products that attract organized effort to discourage consumption
  • MetaMarket-- Cluster of complementary products which are closely related in the minds of the consumer but spread across industries.
  • 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 />
    4. 4. GOODS<br />PLACES<br />SERVICES<br />EXPERIENCES<br />EVENTS<br />WHAT IS MARKETED?<br />PERSONS<br />PROPERTIES<br />INFORMATION<br />ORGANIZATIONS<br />IDEAS<br />
    5. 5. DEMAND STATES<br />
    6. 6. MARKETING CONCEPTS<br />
    7. 7. MARKETING CONCEPTS<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 />

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