The document defines marketing and marketing management. It discusses the scope of what can be marketed and introduces a simple marketing system model. It also covers fundamental marketing concepts like customer needs and wants, target markets, branding, value and satisfaction. Additionally, it discusses the marketing environment, different company orientations, and the tasks involved in marketing management.

1. A Framework for Marketing Management
International Edition
1
Defining Marketing
for the 21st Century
1

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?
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3. What is Marketing?
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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?
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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?
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• Goods
• Services
• Events
• Experiences
• Persons

6. What is Marketed?
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• Places
• Properties
• Organizations
• Information
• Ideas

7. Figure 1.1
A Simple Marketing System
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8. Copyright © 2012 Pearson Education 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
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10. Types of Needs
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Stated
(the customer wants an inexpensive car)
Real
(the customer wants a car whose operating cost is low, not initial price)
Unstated
(the customer expects good service from the dealer)
Delight
(the customer would like the dealer to include a GPS navigation)
Secret
(the customer wants to bee seen by friends as a savvy consumer)

11. Target Markets,
Positioning & Segmentation
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12. Offerings and Brands
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13. Value and Satisfaction
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14. Marketing Channels
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Communication
Distribution
Service

15. Marketing Environment
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Demographic Economic
Socio-cultural
Natural
Technological
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
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17. Company Orientations
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Production
Product
Selling
Marketing

18. Holistic Marketing
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19. Relationship Marketing
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Customers
Employees
Marketing Partners
Financial Community

20. Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
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21. Performance Marketing
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Financial
Accountability
Social Responsibility
Marketing

22. Types of
Corporate Social Initiatives
 Corporate social marketing
 Cause marketing
 Cause-related marketing
 Corporate philanthropy
 Corporate community involvement
 Socially responsible business practices
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23. The Marketing Mix
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24. The New Four Ps
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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
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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?
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