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Defining Marketing
for the 21st Century
Enjang Dana Resi, ST, MBA

Further Information:
Mobile: 081312626311
danaresi@yahoo.com

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.

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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
creating, delivering, and communicating
superior customer value.

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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

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What is Marketed?
Goods
Goods
Services
Services
Events
Events &
& Experiences
Experiences
Persons
Persons
Places
Places &
& Properties
Properties
Organizations
Organizations
Information
Information
Ideas
Ideas
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Marketing Can Promote Ideas

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Figure 1.1 Structure of Flows in a Modern
Exchange Economy

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

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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.
• Each party believes it is appropriate or
desirable to deal with the other party.

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 Core Marketing Concepts

• Needs, wants, and • Value and

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

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• 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.

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 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

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Company Orientations

Production Product

Selling Marketing

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 Figure 1.5 The Four P’s
Marketing
Mix

Product Place
Variety Channels
Quality Coverage
Design Assortments
Features Locations
Brand name Inventory
Packaging Transport
Sizes Price Promotion
Services List price Sales promotion
Warranties Discounts Advertising
Returns Allowances Sales force
Payment period Public relations
Credit terms Direct marketing

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 Internal Marketing

Internal marketing is the task of

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

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 Performance Marketing
• Financial Social Initiatives
Accountability • Corporate social
• Social Responsibility marketing
Marketing • Cause marketing
• Corporate philanthropy
• Corporate community
involvement
• Socially responsible
business practices

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 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
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 Marketing Debate:
Take a Position!
Does marketing shape consumer needs?
or
Does marketing merely reflect the needs
and wants of consumers?

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