Kotler01_media.ppt 9732KB Aug 31 2008 10:17:06 PM

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MARKETING MANAGEMENT

12th_edition

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Defining

Marketing

for the

21

st

Century

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Chapter Questions

• Why is marketing important?

• What is the scope of marketing?

• What are some of the fundamental

marketing concepts?

• How has marketing management

changed?

• What are the tasks necessary for

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Good Marketing is No Accident

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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

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What is Marketing Management?

Marketing

management

is the

art and science

of choosing target markets

and getting, keeping, and growing

customers through

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Selling is only the tip of the iceberg

“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

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For an exchange to occur….

• There are at least two parties.

• Each party has something that might be of

value to the other party.

• Each party is capable of communication

and delivery.

• Each party is free to reject the exchange

offer.

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Are both forms of exchange?

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What is Marketed?

Goods Goods

Services Services

Events & Experiences Events & Experiences

Persons Persons

Places & Properties Places & Properties

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Marketing Ideas:

Friends Don’t Let Friends Drive Drunk

This is the watch

Stephen Hollingshead, Jr. was wearing when he

encountered a drunk driver.

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Demand States

Nonexistent Latent

Declining Irregular

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Key Customer Markets

Consumer Markets

Business Markets

Global Markets

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Global Markets

Coke is

represented at the first China

International

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The marketplace isn’t what it used to be…

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Company Orientations

Production

Selling Marketing

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Marketing Mix and the Customer

Four P’s • Product • Price • Place • Promotion Four C’s

• Customer solution • Customer cost

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Core Concepts

• Needs, wants, and demands

• Target markets, positioning,

segmentation

• Offerings and brands • Value and

satisfaction

• Marketing channels • Supply chain

• Competition • Marketing

environment

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I want it, I need it…

5 Types of Needs

• Stated needs • Real needs

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Marketing Management Tasks

• Developing marketing strategies

• Capturing marketing insights

• Connecting with customers

• Building strong brands

• Shaping market offerings

• Delivering value • Communicating

value

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Marketing Debate

Does Marketing

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Marketing Discussion

Are there any themes that

emerge in the broad shifts

in marketing? Can they be

related to the major societal