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    Defining Marketing For The 21 Century

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    NavneetMishra
    Kotler 01

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    Defining Marketing For The 21 Century

    Uploaded by

    NavneetMishra
    32 views20 pages
    Kotler 01

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    Kotler 01

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    Copyright:

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    Download as ppt, pdf, or txt
    32 views20 pages

    Defining Marketing For The 21 Century

    Uploaded by

    NavneetMishra
    Kotler 01

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
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    1

    Defining Marketing
    for the 21st Century

    Marketing Management, 13th ed


    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
    organization and its stakeholders.

    1-2 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    What is Marketing Management?

    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.

    1-3 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    Selling is only the tip of the iceberg

    There will always be a 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
    available.
    Peter Drucker

    1-4 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    What is Marketed?
    Goods
    Goods
    Services
    Services
    Events
    Events &
    & Experiences
    Experiences
    Persons
    Persons
    Places
    Places &
    & Properties
    Properties
    Organizations
    Organizations
    Information
    Information
    Ideas
    Ideas
    1-5 Copyright 2009 Pearson Education, Inc. Publishing as Prentice
    Hall
    Marketing Can Promote Ideas

    1-6 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    Figure 1.1 Structure of Flows in a Modern
    Exchange Economy

    1-7 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    Figure 1.2 A Simple Marketing System
    A.K.A. The Exchange Process

    1-8 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    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.
    Each party believes it is appropriate or
    desirable to deal with the other party.
    1-9 Copyright 2009 Pearson Education, Inc. Publishing as Prentice
    Hall
    Core Marketing Concepts

    Needs, wants, and Value and


    demands satisfaction
    Target markets, Marketing channels
    positioning, Supply chain
    segmentation Competition
    Offerings and Marketing
    brands environment

    1-10 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    Needs - states of felt deprivation including physical
    needs for food, social needs for belonging and
    individual needs for self-expression. i.e. I am thirsty.

    Wants - form that a human need takes as shaped by


    culture and individual personality. i.e. I want a Coca-
    Cola.

    Demands - human wants backed by buying power. i.e. I


    have money to buy a Coca-Cola.

    1-11 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    New Consumer Capabilities
    A substantial increase in buying power
    A greater variety of available goods and
    services
    A great amount of information about
    practically anything
    Greater ease in interacting and placing and
    receiving orders
    An ability to compare notes on products and
    services
    An amplified voice to influence public opinion

    1-12 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    Company Orientations

    Production Product

    Selling Marketing

    1-13 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    Figure 1.4 Holistic Marketing Dimensions

    1-14 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    Figure 1.5 The Four Ps

    1-15 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    Internal Marketing

    Internal marketing is the task of


    hiring, training, and motivating able
    employees who want to serve
    customers well.

    1-16 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    Performance Marketing

    Financial Social Initiatives


    Accountability Corporate social
    Social marketing
    Responsibility Cause marketing
    Marketing Corporate philanthropy
    Corporate community
    involvement
    Socially responsible
    business practices

    1-17 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    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
    1-18 Copyright 2009 Pearson Education, Inc. Publishing as Prentice
    Hall
    Marketing Debate:
    Take a Position!

    Does marketing shape consumer needs?


    or
    Does marketing merely reflect the needs
    and wants of consumers?

    1-19 Copyright 2009 Pearson Education, Inc. Publishing as Prentice


    Hall
    1-20 Copyright 2009 Pearson Education, Inc. Publishing as Prentice
    Hall

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