MARKETING MANAGEMENT Defining Marketing for the 21 st

MARKETING MANAGEMENT Defining Marketing for the 21 st Century Kotler Keller

What is marketing? 1 -2

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. 1 -3

What is marketing management? 1 -4

What is Marketing Management? 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. 1 -5

Marketing Management Tasks 1 -6 Developing marketing Shaping market strategies Capturing marketing insights Connecting with customers Building strong brands offerings Delivering value Communicating value Creating long-term growth

What is the difference between marketing and selling? 1 -7

Selling is only the tip of the iceberg 1 -8 “There will always be 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

What is Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas 1 -9

Marketing Goods 1 -10

Marketing Ideas: Friends Don’t Let Friends Drive Drunk 1 -11 This is the watch Stephen Hollingshead, Jr. was wearing when he encountered a drunk driver. Time of death 6: 55 p. m.

Key Customer Markets Consumer markets Business markets Global markets Nonprofit/Government markets 1 -12

Figure 1. 2 A Simple Marketing System 1 -13

Figure 1. 1 Structure of Flows in a Modern Exchange Economy 1 -14

Company Orientations 1 -15 Production Product Selling Marketing

Figure 1. 4 The Four P’s 1 -16

Marketing Mix and the Customer Four P’s Product Price Place Promotion 1 -17 Four C’s Customer solution Customer cost Convenience Communication

Core Concepts 1 -18 Needs, wants, and Marketing channels demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction Supply chain Competition Marketing environment Marketing planning

What Motivates a Consumer to Take Action? Needs - states of felt deprivation including physical needs for food, social needs for belonging and individual needs for self-expression. i. e. I am thirsty. Wants - form that a human need takes as shaped by culture and individual personality. i. e. I want a Coca-Cola. Demands - human wants backed by buying power. i. e. I have money to buy a Coca-Cola. 1 -19

Factors Influencing Marketing Strategy 1 -20

Marketing Debate Does Marketing Create or Satisfy Needs? 1 -21