The document outlines the importance of marketing in meeting human and social needs, defining it as the management of customer relationships through delivering superior value. It discusses core concepts like needs, wants, demands, target markets, and the impact of technology and globalization on marketing strategies. Additionally, it emphasizes the necessity for organizations to focus on social responsibility and adapt to changing market dynamics to succeed.

1. Chapter 1
Defining Marketing for the New Realities
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2. Why is Marketing Important ??

3. THE SCOPE of MARKETING
What’s Marketing?
• Marketing is about identifying and meeting
human and social needs.
• Marketing management : the art and science of
choosing target markets and getting, keeping,
and growing customers through
creating,delivering,and communicating superior
customer value.
• Example : IKEA & GOOGLE

5. What’s marketed?
Goods ; services; events ; experiences ;
persons ; places ; properties ; organizations ;
information ; ideas

6. Who Markets?

7. Key customer markets :
Consumer market ; business market ; global
market ; non profit

8. CORE MARKETING CONCEPTS

9. Needs, wants, & demands
• Needs are the basic human requirements such
as for air, food, water, clothing, and shelter
• needs become wants when directed to specific
objects
• Demands are wants for specific products
backed by an ability to pay.
PLEASE DISCUSS

10. Target Markets, Positioning, and Segmentation
• Marketers therefore identify distinct segments
• then decide which segment(s) present the greatest
opportunities
• For each of these target markets, the firm develops
a market offer
Which one is the first ??

11. Impressions & Engagement
• Marketers now think of three “screens” or means
to reach consumers: TV, Internet, and mobile
• Impressions, which occur when consumers view a
communication, are a useful metric for tracking
the scope or breadth of a communication’s reach
that can also be compared across all
communication types
• Engagement is the extent of a customer’s attention
and active involvement with a communication.

12. THE NEW MARKETING REALITIES
• Technology
– Boston Consulting Group believes brand marketers must
enhance their “digital balance sheets.”
• Globalization
– New transportation, shipping, and communication technologies
have made it easier for us to know the rest of the world, to
travel, to buy and sell anywhere.
• Social Responsibility
– The organization’s task is thus to determine the needs, wants,
and interests of target markets and satisfy them more effectively
and efficiently than competitors while preserving or enhancing
consumers’ and society’s longterm well-being.

13. A DRAMATICALLY CHANGED MARKETPLACE

14. • CHANGING CHANNELS
– Retail transformation
– Disintemediation
• HEIGHTENED COMPETITION
– Private labels
– Mega brands
Study case ;
TRANSMART

15. COMPANY ORIENTATION TOWARD
MARKETPLACE
• The production concept
– Production efficiency
• The product concept
• The selling concept
– hard selling is risky
• The marketing concept
– being more effectivethan competitors n creating,
delivering, and communicating superior customer value to
your target markets
• The Holistic Marketing Concepts

18. UPDATING THE 4Ps

19. • The Evolution of Marketing Management

20. The new marketing realities

21. MARKETING MANAGEMENT TASKS
• Developing Marketing Strategies and Plans
• Capturing Marketing Insights
• Connecting with Customers
• Building Strong Brands
• Creating Value
• Delivering Value
• Communicating Value
• conducting marketing responsibly for long-term
• success