I S O 8859 1 C H01


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I S O 8859 1 C H01

  1. 1. Chapter 1 Marketing in the Twenty-first Century Marketing Management Tenth Edition Philip Kotler
  2. 2. Objectives <ul><li>Course Organization </li></ul><ul><li>Tasks of Marketing </li></ul><ul><li>Major Concepts & Tools of Marketing </li></ul><ul><li>Marketplace Orientations </li></ul><ul><li>Marketing’s Responses to New Challenges </li></ul>
  3. 3. Course/Text Organization <ul><li>Part I - Understanding Marketing Management </li></ul><ul><li>Part II - Analyzing Marketing Opportunities </li></ul><ul><li>Part III - Developing Marketing Strategies </li></ul><ul><li>Part IV - Shaping the Market Offering </li></ul><ul><li>Part V - Managing & Delivering Marketing Programs </li></ul>
  4. 4. Defining Marketing <ul><li>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. </li></ul><ul><li>- Philip Kotler (p. 7) </li></ul>
  5. 5. Core Concepts of Marketing Product or Offering Value and Satisfaction Needs, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets & Segmentation Marketing Channels Supply Chain Competition Marketing Environment
  6. 6. Simple Marketing System Goods/services Money Industry (a collection of sellers) Market (a collection of Buyers) Communication Information
  7. 7. Structure of Flows Manufacturer markets Services, money Government markets Services, money Services Services, money Taxes Taxes, goods Taxes, goods Taxes, goods Money Money Consumer markets Intermediary markets Goods, services Goods, services Resources Resources Resource markets Money Money
  8. 8. The Four Ps Marketing Mix The Four Cs Customer Solution Customer Cost Communication Conven- ience Product Price Promotion Place
  9. 9. Company Orientations Towards the Marketplace Production Concept Product Concept Selling Concept Marketing Concept Consumers prefer products that are widely available and inexpensive <ul><li>Consumers favor products that </li></ul><ul><li>offer the most quality, performance, </li></ul><ul><li>or innovative features </li></ul>Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors
  10. 10. Customer Delivered Value Market Integrated marketing Profits through customer satisfaction Customer needs (b) The marketing concept Factory Existing products Selling and promotion Profits through sales volume Starting point Focus Means Ends (a) The selling concept
  11. 11. Traditional Organization Chart Customers Front-line people Middle Management Top Management
  12. 12. Customer-Oriented Organization Chart Customers Front-line people Middle management Top manage- ment Customers Customers
  13. 13. Evolving Views of Marketing’s Role a. Marketing as an equal function Finance Production Marketing Human resources b. Marketing as a more important function Finance Human resources Marketing Production
  14. 14. Evolving Views of Marketing’s Role c. Marketing as the major function Marketing Finance Human resources Production d. The customer as the controlling factor Customer Human resources Finance Production Marketing
  15. 15. Evolving Views of Marketing’s Role e. The customer as the controlling function and marketing as the integrative function Customer Marketing Production Human resources Finance
  16. 16. Review <ul><li>Course Organization </li></ul><ul><li>Tasks of Marketing </li></ul><ul><li>Major Concepts & Tools of Marketing </li></ul><ul><li>Marketplace Orientations </li></ul><ul><li>Marketing’s Responses to New Challenges </li></ul>