1. The document defines marketing as creating and delivering value for customers and managing customer relationships to benefit an organization. 2. Marketing management is choosing target markets and gaining, keeping, and growing customers through superior value. 3. The document discusses the scope of marketing, fundamental concepts, how marketing has changed, and tasks for successful marketing management.

1. Defining Marketing for the 21 st Century Marketing Management, 13 th ed 1

3. What is Marketing? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1- 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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1- 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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1- Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas

6. Figure 1.1 Structure of Flows in a Modern Exchange Economy Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-

7. Figure 1.2 A Simple Marketing System Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-

8. Demand States Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1- Nonexistent Latent Declining Irregular Full Unwholesome Overfull Negative

13. The marketplace isn’t what it used to be… Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1- Information technology Globalization Deregulation Privatization Competition Convergence Consumer resistance Retail transformation

15. Company Orientations Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1- Production Selling Marketing Product

16. Figure 1.4 Holistic Marketing Dimensions Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-

17. Figure 1.5 The Four P’s Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-