15/02/15 1 1 Defining Marketing for the 21 st Century 1 Chapter Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-2 What is Marketing? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3 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.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
15/02/15
1
1 Defining Marketing for the 21st Century
1
Chapter Questions
§ Why is marketing important? § What is the scope of marketing? § What are some fundamental marketing
concepts? § How has marketing management changed? § What are the tasks necessary for successful
marketing management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-2
What is Marketing?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3
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.
15/02/15
2
What is Marketing Management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-4
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.
What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-5
• Goods
• Services
• Events
• Experiences
• Persons
What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-6
• Places
• Properties
• Organizations
• Information
• Ideas
15/02/15
3
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-7
Demand States
§ Negative § Nonexistent § Latent § Declining
§ Irregular § Unwholesome § Full § Overfull
Figure 1.1 Structure of Flows in Modern Exchange Economy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-8
Figure 1.2 A Simple Marketing System
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-9
15/02/15
4
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-10
Key Customer Markets
§ Consumer markets § Business markets § Global markets § Nonprofit/Government markets
Core Concepts
§ Needs, wants, and demands
§ Target markets, positioning, segmentation
§ Offerings and brands
§ Value and satisfaction
§ Marketing channels § Supply chain § Competition § Marketing
environment § Marketing planning
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-11
Types of Needs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-12
Stated
Real
Unstated
Delight
Secret
15/02/15
5
Target Markets, Positioning & Segmentation
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-13
Offerings and Brands
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-14
Value and Satisfaction
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-15
15/02/15
6
Marketing Channels
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-16
Communication
Distribution
Service
Marketing Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-17
Demographic Economic
Socio-cultural
Natural Technological
Political-legal
Major Societal Forces
§ Network information technology
§ Globalization § Deregulation § Privatization § Heightened competition
§ Industry convergence § Retail transformation § Disintermediation § Consumer buying power § Consumer participation § Consumer resistance
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-18
15/02/15
7
Company Orientations
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-19
Production
Product
Selling
Marketing
Holistic Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-20
Relationship Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-21
Customers
Employees
Marketing Partners
Financial Community
15/02/15
8
Integrated Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-22
Internal Marketing
Internal marketing is the task of hiring, training, and motivating able employees
who want to serve customers well.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-23
Performance Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-24
Financial Accountability
Social Responsibility Marketing
15/02/15
9
Types of Corporate Social Initiatives
§ Corporate social marketing § Cause marketing § Cause-related marketing § Corporate philanthropy § Corporate community involvement § Socially responsible business practices
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-25
The Marketing Mix
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-26
The New Four Ps
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-27
Processes
People
Programs
Performance
15/02/15
10
Marketing Management Tasks
§ Develop market strategies and plans § Capture marketing insights § Connect with customers § Build strong brands § Shape market offerings § Deliver value § Communicate value § Create long-term growth
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-28
For Review
§ Why is marketing important? § What is the scope of marketing? § What are some fundamental marketing
concepts? § How has marketing management changed? § What are the tasks necessary for successful
marketing management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-29
Related Documents
