This document discusses how marketing has changed and evolved in the 21st century due to factors like increased customer demands, faster product development, globalization, and new technologies. It defines marketing as "an organizational function and a set of processes for creating, communicating, and delivering value to customers." The key aspects of modern marketing discussed are understanding customer needs, developing products and services to meet those needs better than competitors, and maintaining customer relationships. The document contrasts previous concepts of marketing based around production and selling with the current customer-oriented "marketing concept."

1. Jorge Baraybar C.
jbaraybar@esan.edu.pe
Marketing Managment

2. Defining Marketing for the 21st Century

3. Changes in the Marketplace
• Customers are increasingly demanding better quality
and reliability in the products and services they buy
• New products and services are coming to market
more quickly than in the past
• The Internet and e-commerce is having a significant
impact on business practices
• Customer wants, needs and expectations are
changing more rapidly
• Competition for sales is intense
• Competition is now global rather than just domestic
93%
86%
69%
65%
65%
63%

4. The marketplace isn’t what it used to be…
Information technology
Globalization
Deregulation
Privatization
Competition
Convergence
Consumer resistance
Retail transformation

5. New Consumer Capabilities
• A substantial increase in buying power
• A greater variety of available goods and
services
• A great amount of information about
practically anything
• Greater ease in interacting and placing and
receiving orders
• An ability to compare notes on products and
services
• An amplified voice to influence public opinion

6. 100%
90%
70%
80%
2012 2013 20104 2015 2016 2017 …

7. Creating a Learning Organization

8. Creating a Learning Organization

9. Leadership
FinancesHuman
resources
OperationsMarketing
The Puzzle effect

10. Customer oriented organization

11. What is Marketing?
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.
“ The future is not ahead of us. It has
already happened. Unfortunately, it is
unequally distributed among
companies, industries and nations.”

12. Selling is only the tip of the iceberg
“There will always be a need for
some selling. But the aim of marketing
is to make selling superfluous. The aim
of marketing is to know and understand
the customer so well that the product or
service fits him and sells itself. Ideally,
marketing should result in a customer
who is ready to buy. All that should be
needed is to make the product or
service available.”
Peter Drucker

13. Sales and Marketing concept

14. Holistic marketing overview

15. Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
concept
Marketing Management Orientations
Designing a Customer-Driven
Marketing Strategy

16. Product concept:
Consumers favor products that offer
the most quality, performance, and features
Focus is on continuous product improvements
Selling concept:
Consumers will not buy enough of the firm’s
products unless it undertakes a large scale selling
and promotion effort
Marketing concept:
Knowing the needs and wants of the target
markets and delivering the desired
satisfactions better than competitors do
Societal marketing:
Make good marketing
decisions by considering:
consumers’ wants and
long-term interests,
company’s requirements,
society’s long-run interests
Production concept:
Consumers will favor products that are available
and highly affordable

17. Simple Marketing System

18. What is Marketed?
Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas

19. Functions of CMOs
• Develop Marketing Strategy aligned with
Company Strategy
• Strengthening the brands
• Measuring marketing effectiveness
• Driving new product development based
on customer needs
• Gathering meaningful customer insights
• Utilizing new marketing technology

20. 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

21. Marketing Process

22. So, What Is Marketing?
Pulling It All Together
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