Objectives
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s...
Course/Text Organization
Part I - Understanding Marketing
Management
Part II - Analyzing Marketing
Opportunities
Part III ...
Defining Marketing
Marketing is a societal process by
which individuals and groups obtain
what they need and want through
...
Core Concepts of Marketing
Target Markets & Segmentation
Target Markets & Segmentation
Needs, Wants, and Demands
Product o...
Simple Marketing System
Communication

Industry
(a collection
of sellers)

Goods/services
Money

Information
©2000 Prentic...
Structure of Flows
Resources
Money

Resource
markets

Services,
money
Services,
money

Manufacturer
markets

Government
ma...
The Four Ps
The Four Cs
Marketing
Mix
Place

Product
Customer
Solution

©2000 Prentice Hall

Price
Customer
Cost

ConvenPr...
Company Orientations
Towards the Marketplace
Production Concept
Production Concept

Consumers prefer products that are
wid...
Customer Delivered Value
Starting
point

Focus

Means

Ends

Factory

Existing
products

Selling and
promotion

Profits th...
Traditional Organization Chart
Top
Management
Middle Management
Front-line people
Customers

©2000 Prentice Hall
Customer-Oriented
Organization Chart
Customers
Front-line people

er
s
om
us
t

er
om
s

©2000 Prentice Hall

Top
manageme...
Evolving Views of Marketing’s
Role

Production
Marketing

Finance
Human
resources

a. Marketing as an
equal function
©2000...
Evolving Views of Marketing’s
Role

Marketing

c. Marketing as the
major function
©2000 Prentice Hall

Customer
M
ar

ke

...
Evolving Views of Marketing’s
Role
Production
Marketing
n
ma ces
Hu ur
so
re
©2000 Prentice Hall

Customer

Fi

ce
an
n

e...
Review
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s Res...
Materi Philip Kotler lama 1
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Materi Philip Kotler lama 1

  1. 1. Objectives Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges ©2000 Prentice Hall
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Simple Marketing System Communication Industry (a collection of sellers) Goods/services Money Information ©2000 Prentice Hall Market (a collection of Buyers)
  6. 6. 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
  7. 7. The Four Ps The Four Cs Marketing Mix Place Product Customer Solution ©2000 Prentice Hall Price Customer Cost ConvenPromotion ience Communication
  8. 8. 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
  9. 9. 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
  10. 10. Traditional Organization Chart Top Management Middle Management Front-line people Customers ©2000 Prentice Hall
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Review Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges ©2000 Prentice Hall

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