This document outlines the organization and key concepts covered in a marketing textbook. It is divided into 5 parts that cover understanding marketing management, analyzing opportunities, developing strategies, shaping offerings, and managing programs. The document defines marketing and lists core concepts like the marketing mix, orientations like the marketing concept, and how views of marketing's role have evolved to increasingly focus on customers.

2. ©2000 Prentice Hall
Objectives
Course OrganizationCourse Organization
Tasks of MarketingTasks of Marketing
Major Concepts & Tools of MarketingMajor Concepts & Tools of Marketing
Marketplace OrientationsMarketplace Orientations
Marketing’s Responses to NewMarketing’s Responses to New
ChallengesChallenges

3. ©2000 Prentice Hall
Course/Text Organization
Part I - Understanding MarketingPart I - Understanding Marketing
ManagementManagement
Part II - Analyzing MarketingPart II - Analyzing Marketing
OpportunitiesOpportunities
Part III - Developing MarketingPart III - Developing Marketing
StrategiesStrategies
Part IV - Shaping the Market OfferingPart IV - Shaping the Market Offering
Part V - Managing & DeliveringPart V - Managing & Delivering
Marketing ProgramsMarketing Programs

4. ©2000 Prentice Hall
Defining Marketing
Marketing is a societal process byMarketing is a societal process by
which individuals and groups obtainwhich individuals and groups obtain
what they need and want throughwhat they need and want through
creating, offering, and freelycreating, offering, and freely
exchanging products and services ofexchanging products and services of
value with others.value with others.
- Philip Kotler (p. 7)- Philip Kotler (p. 7)

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Core Concepts of Marketing
Product or OfferingProduct or Offering
Value and SatisfactionValue and Satisfaction
Needs, Wants, and DemandsNeeds, Wants, and Demands
Exchange and TransactionsExchange and Transactions
Relationships and NetworksRelationships and Networks
Target Markets & SegmentationTarget Markets & Segmentation
Marketing ChannelsMarketing Channels
Supply ChainSupply Chain
CompetitionCompetition
Marketing EnvironmentMarketing Environment

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Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

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Manufacturer
markets
Services,Services,
moneymoney
Government
markets
Services,Services,
moneymoney
ServicesServices
Services,Services,
moneymoney
TaxesTaxes
Taxes,Taxes,
goodsgoods
Taxes,Taxes,
goodsgoods
Taxes,Taxes,
goodsgoods
MoneyMoney MoneyMoney
Consumer
markets
Intermediary
marketsGoods, servicesGoods, services Goods, servicesGoods, services
ResourcesResources ResourcesResources
Resource
markets
MoneyMoney MoneyMoney
Structure of Flows

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The Four PsThe Four Ps
Marketing
Mix
Product
Price Promotion
Place
The Four Cs
Customer
Solution
Customer
Cost
Communication
Conven-
ience

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Production ConceptProduction Concept
Product ConceptProduct Concept
Selling ConceptSelling Concept
Marketing ConceptMarketing Concept
Consumers prefer products that are
widely available and inexpensive
Consumers favor products that
offer the most quality, performance,
or innovative features
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
Company Orientations
Towards the Marketplace

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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
Customer Delivered Value

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Customers
Front-line people
Middle Management
Top
Management
Traditional Organization Chart

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Customer-Oriented
Organization Chart
Customers
Front-line people
Middle management
Top
manage-
ment
C
ustom
ers
C
ustom
ers

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Evolving Views of Marketing’s
Role
a. Marketing as an
equal function
FinanceProduction
Marketing Human
resources
b. Marketing as a more
important function
Finance
Human
resources
Marketing
Production

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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
H
um
an
resources
Finance
Production
M
arketing

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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

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Review
Course OrganizationCourse Organization
Tasks of MarketingTasks of Marketing
Major Concepts & Tools of MarketingMajor Concepts & Tools of Marketing
Marketplace OrientationsMarketplace Orientations
Marketing’s Responses to NewMarketing’s Responses to New
ChallengesChallenges