kotler mm14 ch01 dppt

Kotler • KellerPhillip Kevin Lane

Marketing Management • 14e

Defining Marketing for the 21st Century

Chapter 1

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 25

Discussion Questions

1. Why is marketing important?

2. What is the scope of marketing?

3. What are some fundamental marketing concepts?

4. How has marketing management changed in recent years?

5. What are the task necessary for successful marketing management?


Jobs

Profits Giving

Defined


Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large.

Defined


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.


• Experiences• Events• Properties• Organizations• Information• Ideas

What is Marketed?

Places

Persons

Services

Goods


Who markets?

Marketer Prospect

Attention

Purchase

Donation

Vote

Response


Types of Demand

Negative

• Nonexistent• Latent• Full• Overfull

DecliningUnwholesome

Irregular


MarketsFig

ure 1.1


Simple Marketing SystemFigure 1.2


Key Customer MarketsGlobal Markets

Business Markets Government Market

Consumer Market


Markets

Marketplaces Marketspaces

Metamarkets


Core Marketing Concepts

Needs, Wants, and Demands Target Markets, Positioning, and Segmentation

Offerings and Brands

Value and Satisfaction


Core Marketing ConceptsMarketing Channels

CompetitionMarketing Environment

Supply Chain


The New Marketing Realities

Information Technology

Globalization

Increased Competition

Consumer Information

Communicate w/CustomerCollect

Information

Differentiate Goods


Who is Responsible for Marketing?

Chief Marketing Officer(CMO)

Entire Organization

Marketing Department


HolisticMarketing

Marketing Concepts

SellingProductProductionMass productionMass distribution

QualityInnovation

Unsought goodsOvercapacity

Create, deliver, and communicate value


Holistic Marketing DimensionsFigure 1.3


Relationship Marketing

Build long-term relationships

Develop marketing networks


Integrated Marketing

Create, communicate, and deliver customer value


Internal Marketing


Performance Marketing

Social Responsibility

Financial Accountability


The Four P’s of the Marketing MixFigure 1.4


• Developing market strategies and plans• Capturing marketing insights• Connecting with customers• Building strong brands• Shaping market offerings• Delivering value• Communicating value• Creating long-term growth

Marketing Management Tasks

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