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- 2. Chapter Questions
Why is marketing important?
What is the scope of marketing?
What are some fundamental marketing
concepts and new marketing realities?
What are the tasks necessary for successful
marketing management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-2
- 3. What is Marketing?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3
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. What is Marketing Management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-4
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. What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-5
• Goods
• Services
• Events
• Experiences
• Persons
- 6. What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-6
• Places
• Properties
• Organizations
• Information
• Ideas
- 7. Figure 1.1
A Simple Marketing System
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-7
- 8. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-8
Key Customer Markets
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
- 9. Core Concepts
Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and
brands
Value and
satisfaction
Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-9
- 10. Types of Needs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-10
Stated
Real
Unstated
Delight
Secret
- 15. Marketing Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-15
Demographic Economic
Socio-cultural
NaturalTechnological
Political-legal
- 16. Major Societal Forces
Network information
technology
Globalization
Deregulation
Privatization
Heightened competition
Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer participation
Consumer resistance
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-16
- 20. Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-20
- 22. Types of
Corporate Social Initiatives
Corporate social marketing
Cause marketing
Cause-related marketing
Corporate philanthropy
Corporate community involvement
Socially responsible business practices
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-22
- 24. The New Four Ps
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-24
Processes
People
Programs
Performance
- 25. Marketing Management Tasks
Develop market strategies and plans
Capture marketing insights
Connect with customers
Build strong brands
Shape market offerings
Deliver value
Communicate value
Create long-term growth
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-25
- 26. For Review
Why is marketing important?
What is the scope of marketing?
What are some fundamental marketing
concepts and new realities?
What are the tasks necessary for successful
marketing management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-26