Kotler lama 1
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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.
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Kotler lama 1
- 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)
- 5. ©2000 Prentice Hall 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
- 6. ©2000 Prentice Hall Simple Marketing System Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information
- 7. ©2000 Prentice Hall 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
- 8. ©2000 Prentice Hall The Four PsThe Four Ps Marketing Mix Product Price Promotion Place The Four Cs Customer Solution Customer Cost Communication Conven- ience
- 9. ©2000 Prentice Hall 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
- 10. ©2000 Prentice Hall 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
- 11. ©2000 Prentice Hall Customers Front-line people Middle Management Top Management Traditional Organization Chart
- 12. ©2000 Prentice Hall Customer-Oriented Organization Chart Customers Front-line people Middle management Top manage- ment C ustom ers C ustom ers
- 13. ©2000 Prentice Hall 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
- 14. ©2000 Prentice Hall 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
- 15. ©2000 Prentice Hall 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
- 16. ©2000 Prentice Hall 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