Phillip Kevin Lane Kotler Keller Marketing Management 14
- Slides: 25
Phillip Kevin Lane Kotler • Keller Marketing Management • 14 e
1 r e t p a h C Defining Marketing for the 21 st Century
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? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 25
Marketing Demand Jobs Revenue Profits Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Giving Slide 4 of 25
i f e D 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 5 of 25
i f e D 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 6 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 7 of 25
Who markets? Response Attention Purchase Donation Vote Marketer Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Prospect Slide 8 of 25
Types of Demand Unwholesome Irregular Negative Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Declining • • Nonexistent Latent Full Overfull Slide 9 of 25
1. 1 e r u i. F g Markets Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 25
2. 1 e r u i. F g Simple Marketing System Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 25
Key Customer Markets Global Markets Consumer Market Business Markets Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Government Market Slide 12 of 25
Markets Marketplaces Marketspaces Metamarkets Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 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 14 of 25
Core Marketing Concepts Marketing Channels Supply Chain Marketing Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Competition Slide 15 of 25
The New Marketing Realities Globalization Information Technology Collect Information Major Societal Forces Consumer Information Increased Competition Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Communicate w/Customer New Company Capabilities Differentiate Goods Slide 16 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 17 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 18 of 25
3. 1 e r u i. F g Holistic Marketing Dimensions Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 25
Relationship Marketing Build long-term relationships Develop marketing networks Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 25
Integrated Marketing Create, communicate, and deliver customer value Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 25
Internal Marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 25
Performance Marketing Social Responsibility Financial Accountability Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 25
4. 1 e r u i. F g The Four P’s of the Marketing Mix Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 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 25 of 25
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