2. Objectives
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s Responses to New
Challenges
©2000 Prentice Hall

3. Course/Text Organization
Part I - Understanding Marketing
Management
Part II - Analyzing Marketing
Opportunities
Part III - Developing Marketing
Strategies
Part IV - Shaping the Market Offering
Part V - Managing & Delivering
Marketing Programs
©2000 Prentice Hall

4. Defining Marketing
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.
- Philip Kotler (p. 7)
©2000 Prentice Hall

5. Core Concepts of Marketing
Target Markets & Segmentation
Target Markets & Segmentation
Needs, Wants, and Demands
Product or Offering
Product or Offering
Value and Satisfaction
Value and Satisfaction
Exchange and Transactions
Exchange and Transactions
Relationships and Networks
Relationships and Networks
Marketing Channels
Marketing Channels
Supply Chain
Supply Chain
Competition
Competition
©2000 Prentice Hall
Marketing Environment
Marketing Environment

6. Simple Marketing System
Communication
Industry
(a collection
of sellers)
Goods/services
Money
Information
©2000 Prentice Hall
Market
(a collection
of Buyers)

7. Structure of Flows
Resources
Money
Resource
markets
Services,
money
Services,
money
Manufacturer
markets
Government
markets
Taxes,
goods
Services,
money
Money
Goods, services
©2000 Prentice Hall
Taxes,
goods
Resources
Money
Taxes
Consumer
markets
Services
Taxes,
goods
Money
Intermediary
markets
Goods, services

8. The Four Ps
The Four Cs
Marketing
Mix
Place
Product
Customer
Solution
©2000 Prentice Hall
Price
Customer
Cost
ConvenPromotion ience
Communication

9. Company Orientations
Towards the Marketplace
Production Concept
Production Concept
Consumers prefer products that are
widely available and inexpensive
Product Concept
Product Concept
Consumers favor products that
offer the most quality, performance,
or innovative features
Selling Concept
Selling Concept
Consumers will buy products only if
the company aggressively
promotes/sells these products
Marketing Concept
Marketing Concept
Focuses on needs/ wants of target
markets & delivering value
better than competitors
©2000 Prentice Hall

10. Customer Delivered Value
Starting
point
Focus
Means
Ends
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
(a) The selling concept
Market
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
(b) The marketing concept
©2000 Prentice Hall

11. Traditional Organization Chart
Top
Management
Middle Management
Front-line people
Customers
©2000 Prentice Hall

12. Customer-Oriented
Organization Chart
Customers
Front-line people
er
s
om
us
t
er
om
s
©2000 Prentice Hall
Top
management
C
t
us
C
Middle management

13. Evolving Views of Marketing’s
Role
Production
Marketing
Finance
Human
resources
a. Marketing as an
equal function
©2000 Prentice Hall
Production
Finance
Human
resources
Marketing
b. Marketing as a more
important function

14. Evolving Views of Marketing’s
Role
Marketing
c. Marketing as the
major function
©2000 Prentice Hall
Customer
M
ar
ke
ti n
g
re Hu
so m
ur an
ce
s
n
ma ces
Hu ur
so
re
ce
an
in
F
ce
on
i
ct
du
ro
P
n
na
Fi
Production
d. The customer as the
controlling factor

15. Evolving Views of Marketing’s
Role
Production
Marketing
n
ma ces
Hu ur
so
re
©2000 Prentice Hall
Customer
Fi
ce
an
n
e. The customer as the controlling
function and marketing as the
integrative function

16. Review
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s Responses to New
Challenges
©2000 Prentice Hall