Marketing management

Kotler • Keller ^{Phillip Kevin Lane}

Marketing Management • 14e

Ch ap te ^{r 1}

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

De fin e ^d

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.

De fin e ^d

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

Response

Attention Purchase

Donation

Vote

Types of Demand

Negative

•

•

•

•

Nonexistent Latent

Full Overfull Declining

Unwholesome

Irregular

Markets

Fig ur e ^{1. 1}

Simple Marketing System

Fig ur e ^{1. 2}

Key Customer Markets

Global Markets

Consumer Market

Markets

Marketplaces Marketspaces

Metamarkets

Core Marketing Concepts

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

Offerings and Brands

Core Marketing Concepts

Marketing Channels

Competition Marketing Environment

Supply Chain

The New Marketing Realities

Information Technology

Globalization

Increased Consumer

Information

Communicate w/Customer Collect

Information

Differentiate

Goods

Who is Responsible for Marketing?

Chief Marketing Officer

(CMO) Entire Organization

Marketing Department

Holistic Marketing

Marketing Concepts

Selling Product

Production

Mass production Mass distribution

Quality Innovation

Unsought goods Overcapacity

Create, deliver, and communicate

value

Holistic Marketing Dimensions

Fig ur e ^{1. 3}

Relationship Marketing

Build long-term relationships

Integrated Marketing

Create, communicate, and

deliver customer value

Internal Marketing

Performance Marketing

Social Responsibility

Financial Accountability

The Four P’s of the Marketing Mix

Fig ur e ^{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