Phillip Kevin Lane Kotler Keller Marketing Management 14

Phillip Kevin Lane Kotler • Keller Marketing Management • 14 e

1 r e t p a Ch Defining Marketing for the 21 st Century

Marketing Demand Jobs Revenue Profits Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Giving Slide 3 of 25

D i f e d e n 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. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 25

D i f e d e n 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. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 25

What is Marketed? Persons • • • Experiences Events Properties Organizations Information Ideas Goods Services Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Places Slide 6 of 25

Who markets? Response Attention Purchase Donation Vote Marketer Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Prospect Slide 7 of 25

Types of Demand Unwholesome Irregular Negative Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Declining • • Nonexistent Latent Full Overfull Slide 8 of 25

e r u g Fi 1. 1 Markets Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 25

e r u g Fi 2. 1 Simple Marketing System Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 25

Key Customer Markets Global Markets Consumer Market Business Markets Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Government Market Slide 11 of 25

Markets Marketplaces Marketspaces Metamarkets Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 25

Core Marketing Concepts Needs, Wants, and Demands Target Markets, Positioning, and Segmentation Offerings and Brands Value and Satisfaction Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 25

Core Marketing Concepts Marketing Channels Supply Chain Marketing Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Competition Slide 14 of 25

The New Marketing Realities Globalization Information Technology Consumer Information Collect Information Increased Competition Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Communicate w/Customer Differentiate Goods Slide 15 of 25

Who is Responsible for Marketing? Entire Organization Marketing Department Chief Marketing Officer (CMO) Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 25

Marketing Concepts Quality Innovation Production Mass production Mass distribution Create, deliver, and communicate value Product Selling Marketing Holistic Unsought goods Overcapacity Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 25

e r u g Fi 3. 1 Holistic Marketing Dimensions Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 25

Relationship Marketing Build long-term relationships Develop marketing networks Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 25

Integrated Marketing Create, communicate, and deliver customer value Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 25

Internal Marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 25

Performance Marketing Social Responsibility Financial Accountability Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 25

e r u g Fi 4. 1 The Four P’s of the Marketing Mix Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 25

Marketing Management Tasks • • 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 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 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? 6. Give an example in your business ? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 25