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    Marketing Management: 1 Defining Marketing For The 21 Century

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    Rosinta Dwi Oktavia
    This document is a chapter from a marketing management textbook. It introduces fundamental marketing concepts such as defining marketing, the scope of marketing, and the importance of understanding customer needs. It discusses how the practice of marketing has changed in recent decades due to factors like globalization, technology changes, and empowered customers. The chapter outlines the core tasks of marketing management like developing strategies, connecting with customers, and delivering value in order to achieve long-term growth.

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    Marketing Management: 1 Defining Marketing For The 21 Century

    Uploaded by

    Rosinta Dwi Oktavia
    48 views35 pages
    This document is a chapter from a marketing management textbook. It introduces fundamental marketing concepts such as defining marketing, the scope of marketing, and the importance of understanding customer needs. It discusses how the practice of marketing has changed in recent decades due to factors like globalization, technology changes, and empowered customers. The chapter outlines the core tasks of marketing management like developing strategies, connecting with customers, and delivering value in order to achieve long-term growth.

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    economy

    Original Title

    MM 01 New Economy

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    This document is a chapter from a marketing management textbook. It introduces fundamental marketing concepts such as defining marketing, the scope of marketing, and the importance of understanding customer needs. It discusses how the practice of marketing has changed in recent decades due to factors like globalization, technology changes, and empowered customers. The chapter outlines the core tasks of marketing management like developing strategies, connecting with customers, and delivering value in order to achieve long-term growth.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    48 views35 pages

    Marketing Management: 1 Defining Marketing For The 21 Century

    Uploaded by

    Rosinta Dwi Oktavia
    This document is a chapter from a marketing management textbook. It introduces fundamental marketing concepts such as defining marketing, the scope of marketing, and the importance of understanding customer needs. It discusses how the practice of marketing has changed in recent decades due to factors like globalization, technology changes, and empowered customers. The chapter outlines the core tasks of marketing management like developing strategies, connecting with customers, and delivering value in order to achieve long-term growth.

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    Download as ppt, pdf, or txt
    of 35

    MARKETING MANAGEMENT

    12th edition

    1
    Defining
    Marketing
    for the
    21st Century

    MM UNIB. 2010 EFFED DARTA HADI


    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
    successful marketing management?
    1-2
    Good Marketing is No Accident

    Boston Beer
    C o m p a n y,
    maker of
    S a m u e l
    A d a m s ,
    constantly
    innovates

    1-3
    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.

    1-4
    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.

    1-5
    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 available.
    Peter Drucker
    1-6
    Designing the Right Product

    1-7
    Only the best is good enough for Lexus customers

    1-8
    Obtaining Products

    1-9
    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.
    1-10
    Are both forms of exchange?

    Transactions Transfers

    1-11
    What is Marketed?
    Goods

    Services
    Events & Experiences

    Persons

    Places & Properties

    Organizations
    Information
    Ideas
    1-12
    Marketing Goods

    1-13
    Marketing Ideas:
    Friends Dont Let Friends
    Drive Drunk

    This is the watch


    Stephen Hollingshead, Jr.
    was wearing when he
    encountered a drunk
    driver.
    Time of death 6:55 p.m.

    1-14
    Demand States

    Negative Nonexistent Latent

    Declining Irregular

    Full Overfull Unwholesome

    1-15
    Figure 1.1 Structure of Flows in a
    Modern Exchange Economy

    1-16
    Figure 1.2 A Simple Marketing System

    1-17
    Key Customer Markets
    Consumer Markets Global Markets

    Business Markets Nonprofit/ Government


    Markets

    1-18
    Global Markets

    Coke is
    represented at the
    first China
    International
    Beverage Festival
    in Beijing in 2003

    1-19
    The marketplace isnt what it used to be

    Changing technology

    Globalization
    Deregulation

    Privatization

    Empowerment

    Customization
    Convergence
    Disintermediation
    1-20
    Company Orientations

    Production Product

    Selling Marketing

    1-21
    Figure 1.3 Holistic Marketing Dimensions

    1-22
    Pumas rebirth attributed to holistic marketing

    1-23
    Figure 1.4 The Four Ps

    1-24
    Figure 1.5 Marketing-Mix Strategy

    1-25
    Marketing Mix and the Customer

    Four Ps Four Cs
    Product Customer solution
    Price Customer cost
    Place Convenience
    Promotion Communication

    1-26
    Corporate Social Initiatives

    1-27
    Corporate Social Initiatives

    1-28
    Core Concepts

    Needs, wants, and Marketing channels


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

    1-29
    Core Marketing Concepts

    Products
    Needs, wants, and
    and demands Services

    Core
    Marketing
    Concepts
    Markets
    Value, satisfaction,
    and quality

    Exchange, transactions,
    and relationships

    1-30
    I want it, I need it

    5 Types of Needs

    Stated needs
    Real needs
    Unstated needs
    Delight needs
    Secret needs

    1-31
    Figure 1.6 Factors Influencing
    Marketing Strategy

    1-32
    Marketing Management Tasks

    Developing marketing Shaping market


    strategies offerings
    Capturing marketing Delivering value
    insights Communicating
    Connecting with value
    customers Creating long-term
    Building strong growth
    brands

    1-33
    Marketing Debate

    Does Marketing
    Create or Satisfy Needs?

    1-34
    Marketing Discussion

    Are there any themes that


    emerge in the broad shifts
    in marketing? Can they be
    related to the major societal
    forces? Expand.

    1-35

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