Summary of Chapter1. Defining Marketing for 21st Century from Kotler

1. The New Marketing Realities

2. Major
Societal
Forces

3. Network Information
Technology

4. Globalization

5. Deregulation
It is the process of removing or reducing state
regulations.

6. Heightened Competition

7. Industry Convergence
Interaction of two or more industries

8. Retail Transformation
Organized retailing

9. Disintermediation
created by the boom of e commerce in delivering
products and services

10. Consumer buying power

11. Consumer Information

12. Consumer participation
designing, marketing, workshops

13. Consumer resistance
less brand loyal, more price and quality sensitive

14. New
Company
Capabilities

15. Marketers can use the Internet as a powerful
information and sales channel

16. Marketers can collect fuller and richer
information about markets, customers,
prospects and competitors

17. Marketers can tap into social media to amplify
their brand message

18. Marketers can facilitate and speed external
communication among customers

19. Marketers can send ads, coupons, samples, and
information to customers who have requested
them or given company permission to send them

20. Marketers can reach consumers on the move
with mobile marketing

21. Companies can make and sell individually
differentiated goods(acc. to our preference)

22. Companies can improve purchasing, recruiting,
training, and internal and external
communications

23. Companies can facilitate and speed up internal
communication among their employees by using
internet as a private intranet

24. Companies can improve their cost efficiency by
skillful use of internet

25. Presentation by
YASH SHARMA
(IIT BHU)
(during a summer intern under
Prof. Sameer Mathur
IIM Lucknow)

26. RECAP
1) Major Societal Forces
2) New Company Capabilities