LEARNING OBJECTIVES

After reading this chapter, students should:

Know why marketing is important
Know what is the scope of marketing
Know some of the fundamental marketing concepts
Know how marketing management has changed
Know are the necessary tasks for successful marketing management
CHAPTER SUMMARY
From a managerial point of view, 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 stake holders. 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.
Marketers are skilled at managing demand: hey seek to influence the level, timing, and
composition of demand. Marketers are involved in marketing many types of entities: goods,
services, events, e!periences, persons, places, properties, organizations, information, and
ideas. hey also operate in four different marketplaces: consumer, business, global, and
nonprofit.
Marketing is not done only by the marketing department. Marketing needs to affect every
aspect of the customer e!perience. o create a strong marketing organization, marketers must
think like e!ecutives in other departments, and e!ecutives in other departments must think
more like marketers.
oday"s marketplace is fundamentally different as a result of ma#or societal forces that have
resulted in many new consumer and company capabilities. hese forces have created new
opportunities and challenges and marketing management has changed significantly in recent
years as companies seek new ways to achieve marketing e!cellence.
here are five competing concepts under which organizations can choose to conduct their
business: the production concept, the product concept, the selling concept, the marketing
concept, and the holistic marketing concept. he first three are of limited use today.
$%&
C H A P T E R
DEFINING MARKETING
FOR THE 21
ST
CENTURY
'hapter(by('hapter )nstructional Material
he holistic marketing concept is based on the development, design, and implementation of
marketing programs, processes, and activities that recognize their breadth and
interdependencies. *olistic marketing recognizes that +everything matters, with marketing
and that a broad, integrated perspective is often necessary. Four components of holistic
marketing are relationship marketing, integrated marketing, internal marketing, and socially
responsible marketing.
he set of tasks necessary for successful marketing management includes developing
marketing strategies and plans, capturing marketing insights, connecting with customers,
building strong brands, shaping the market offerings, delivering and communicating value,
and creating long(term growth.
OPENING THOUGHT
Marketing is too often confused and identified with advertising or selling techni-ues, and our
practices and theories are all too often invisible to the average consumer. he instructor should
spend some class time differentiating between advertising.promotion techni-ues and
marketing.
/tudents who are not marketing ma#ors will have some difficulty accepting the encompassing
role that marketing has on the other functional disciplines within a firm. For those students
who have never been e!posed to marketing and its components, the instructor"s challenge is to
educate the students about the world of marketing. he in(class and outside of class
assignments noted in this te!t should help both educate and e!cite the students about the
+world of marketing.,
TEACHING STRATEGY AND CLASS ORGANIZATION
PROJECTS
$. /emester(0ong Marketing 1lan 1ro#ect
An effective way to help students learn about marketing management is through the actual
creation of a marketing plan for a product or service. his pro#ect is designed to
accomplish such a task.
2ividing the class into groups, have each group decide on a +fictional, consumer product
or service they wish to bring to market. 2uring the course of the semester, each of the
elements of the marketing plan, coordinating with the te!t chapter, will be due for the
instructor"s review. he instructor is encouraged to review each submission and suggest
areas for improvement, for more detailed study, or if acceptable to allow the students to
proceed to the ne!t phase in development. /tudents can use the computer program
Marketing 1lan 1ro in creating their proposals and submissions and in their final
presentation3s4. At the end of the semester, each group is to present their entire marketing
plan to the class.
$%5
'hapter $: 2efining Marketing for the %$
st
'entury
he following is an outline of this process:
'hapter 6 itle 7lement of the Marketing 1lan 2ue
$ 2efining Marketing for
the %$
st
'entury
8one, group formation and begin the process
of selecting the product or service.
% 2eveloping Marketing
/trategies and 1lans
Formation of groups9 first presentation of
+product, to instructor for approval.
: ;athering )nformation
and /canning the
7nvironment
'ompetitive information and environmental
scanning pro#ect3s4 completed and presented
for instructor"s review.
< 'onducting Marketing
=esearch and
Forecasting 2emand
)nitial marketing research parameters
completed9 demand forecasted and target
market selections defined.
> 'reating 'ustomer
?alue, /atisfaction, and
0oyalty
/tudents should have completed their value
proposition for the fictional product, defined
how they will deliver satisfaction, and
maintain customer loyalty.
@ Analyzing 'onsumer
Markets
2efinitive data on the consumer for the
product.service including all demographic and
other pertinent information obtained and ready
for instructor"s approval.
& Analyzing Ausiness
Markets
8o report due for this chapter9 allows students
and instructor to +catch up, on the pro#ect.
5 )dentifying Market
/egments and argets
/pecific market segmentation, targeting, and
positioning statements by the students due.
B 'reating Arand 7-uity At this point in the semester, students are to
have their +branding, strategy developed for
their pro#ect. Cuestions to have been
completed include the brand name, its e-uity
position, and the decisions in developing the
brand strategy.
$D 'rafting the Arand
1ositioning
At this point in the semester, student pro#ects
should be completed to include their fictional
product or service"s brand positioning. )n
relationship to the material contained in the
chapter, students should have delineated and
designed a differentiated brand positioning for
their pro#ect.
$$ 2ealing with
'ompetition
At this point in the semester(long pro#ect,
students should be prepared to present their
competitive analysis. Eho are the market
leaders for their chosen product or serviceF
Ehat niche have they identified for their
product.serviceF )s their product or service
going to be a leader, follower, or challenger to
$%B
'hapter(by('hapter )nstructional Material
well(established products or brandsF
$% /etting 1roduct /trategy At this point for the semester(long pro#ect,
students should have set their group pro#ect"s
product or service strategy. )nstructors are to
evaluate their submissions on the product 3or
service4 features, -uality, and price and the
other considerations of +product, found in this
chapter.
$: 2esigning and
Managing /ervices
At this point in the semester(long pro#ect,
those students who have selected a +service,
idea for the marketing plan must submit their
offering. /tudents whose pro#ect is a +product(
based, component do not have anything to
submit for this chapter.
$< 2eveloping 1ricing
/trategies and 1rograms
At this point in the semester(long marketing
plan pro#ect, students should be prepared to
hand in their pricing strategy decisions for
their fictional product.service. )n reviewing
this section, the instructor should make sure
that the students have addressed all or most of
the material concerning pricing covered in this
chapter.
$> 2esigning and
Managing )ntegrated
Marketing 'hannels
At this point in the semester(long pro#ect,
students should present their channel decisions
for getting their product or service to the
consumer. )n evaluating this section, the
instructor should evaluate the completeness of
the pro#ects to the material contained in this
chapter.
$@ Managing =etailing,
Eholesaling, and
0ogistics
At this point in the semester(long pro#ect for
the +fictional, product or service, students
should be directed to turn in their retailing,
wholesaling, and logistical marketing plans.
hose students who are acting in the role of
providing a new +service, should include here
their plans for locations, hours of operations,
and how their +service, plan"s on managing
demand and capacity issues.
$& 2esigning and
Managing )ntegrated
Marketing
'ommunications
At this point in the semester(long marketing
plan pro#ect, students should have agreed upon
their integrated marketing communications
matri!. he instructor is encouraged to
evaluate the submissions vis(G(vis the material
presented in this chapter. )n reviewing the
submissions, the instructor should evaluate the
continuity of the message across all possible
$:D
'hapter $: 2efining Marketing for the %$
st
'entury
communication media 3students will tend to
concentrate their media to television or to the
)nternet and e!clude other forms such as
personal selling and radio4.
$5 Managing Mass
'ommunications:
Advertising, /ales
1romotion, 7vents and
7!periences, and 1ublic
=elations
At this point in the semester(long pro#ect,
students should submit their advertising
program complete with ob#ectives, budget,
advertising message, and creative strategy,
media decisions, and sales and promotional
materials.
$B Managing 1ersonal
'ommunications: 2irect
and )nteractive
Marketing, Eord of
Mouth, and 1ersonal
/elling
At this point in the semester(long pro#ect,
students who have decided to market their
product.service through direct market channels
should submit their proposals. All other groups
must decide at this point if they will use a
direct sales force and if so to outline the
specifics 3including financials4 for this option.
%D )ntroducing 8ew Market
Hfferings
At this point in the semester(long Marketing
1lan pro#ect, in this section should be a brief
write up by the students as to the consumer(
adoption process for their new product. *ow
will the consumer learn about their new
product and how -uickly will they adopt itF
Eill the product be targeted to the heavy users
and early adopters" first, then early and late
ma#oritiesF Ehat is their estimated time for
full adoptionF
%$ apping into ;lobal
Markets
)f the pro#ect is to be e!ported to another
country, then student"s submissions regarding
how the product is to be distributed should be
included here9 otherwise this begins the
presentation phase of the pro#ect9 student
groups should begin their presentations to the
class.
%% Managing a *olistic
Marketing Hrganization
/econd phase of the presentations of the
pro#ect9 students should ensure that their
marketing plans contain a holistic view of the
marketing process.
Inder the pro#ects heading for each chapter will be a reminder of the material due when that
chapter is scheduled to be discussed in class.
ASSIGNMENTS
)n small groups, ask the students to visit an on(campus eatery or coffee shop as noted in the
opening vignette in the chapter. 2uring this e!perience, have the students keep a diary of their
$:$
'hapter(by('hapter )nstructional Material
e!posures to marketing messages. *ow are the messages being communicatedJvisually
through signs and posters, by sound, or via verbal communicationF Ask the students to break
down these messages into $(minute segments, and then total the amount of messages for the
time spent in the eatery. Ehat conclusions can you draw from the number of messages
e!posed to in the time period for marketersF
Assign students the task of visiting some companies websites to see if they feel that the
company is responding to the changes in marketing today, namely, customer(orientated
marketing. /uggestions include firms like: =ollerblade, and Aen and Kerry"s )ce 'ream. *ave
the students comment on what they find there of particular interest to them.
/tudents can choose a firm of their preference, interview key marketing management
members and ask the firm how they are reacting to the changes in marketing management for
the %$
st
century 3students should ask and have answers to all of the $< points listed in the
chapter in able $.$4.
*ave the students read /uzanne ?ranica"s +Marketers Aim 8ew Ads at ?ideo i1od Isers,,
Wall Street Journal, Kanuary :$, %DD@ and 0i Luan and Arian /teinberg"s +/ales 'all: More
Ads *it 'ellphone /creens,, Wall Street Journal, February %, %DD@, p. A: and comment on
how effective they believe cell phone advertisements will be in the future.
*ave the students reflect upon their favorite product and.or service. hen have the students
collect marketing e!amples from each of these companies. his information should be in the
form of e!amples of printed advertising, copies of television commercials, )nternet
advertising, or radio commercials. 2uring class, have the students share what they have
collected with others. Cuestions to ask during the class discussion should focus on why this
particular e!ample of advertising elicits a response from you. Ehat do you like.dislike about
this marketing messageF 2oes everyone in the class like.dislike this advertisingF
END-OF-CHAPTER SUPPORT
MARKETING DEBATEDoes Mare!"#$ Crea!e or Sa!"s%& Nee's(
Marketing has often been defined in terms of satisfying customers" needs and wants. 'ritics,
however, maintain that marketing does much more than that, marketing creates needs and
wants that did not e!ist before. According to these critics, marketers encourage consumers to
spend more money than they should on goods and services they really do not need.
ake a position: Marketing shapes consumer needs and wants versus marketing merely
reflects the needs and wants of consumers.
/uggested =esponse
1ro: Eith the vast amount of information available to marketers today and the emphasis on
relational marketing, marketers are in more of a position to suggest needs and wants to the
public. 'ertainly, not all consumers have all the needs and wants suggested by society today.
$:%
'hapter $: 2efining Marketing for the %$
st
'entury
*owever, with the vast amount of e!posure to these societal needs and wants via the media, a
substantial amount of consumers will, through mere e!posure, decide that they +have, the
same needs and wants of others. Marketers by their efforts increase peer pressure, and group
thinking, by showing e!amples of what others may have that they do not. An individual"s
freedom to choose is substantially weakened by constant and consistent e!posure to a range of
needs and wants of others. Marketers should understand that when it comes to resisting the
pressure to conform, that individuals are and can be weak in their resolve. Marketers must take
an ethical position to only market to those consumers able to purchase their products.
'on: Marketing merely reflects societal needs and wants. he perception that marketers
influence consumers" purchasing decisions discounts an individual"s freedom of choice and
their individual responsibility. Eith the advent of the )nternet, consumers have greater
freedom of choice and more evaluative criteria than every before. 'onsumers can and do
make more informed decisions than previous generations. Marketers can be rightly accused of
influencing wants, along with societal factors such as power, influence, peer pressure, and
social status. hese societal factors pre(e!ist marketing and would continue to e!ist if there
was no marketing efforts e!pended.
MARKETING DISCUSSION
'onsider the broad shifts in marketing. Are there any themes that emerge to these shiftsF 'an
they be related to the ma#or societal forcesF Ehich force contributed to which shiftF
/uggested =esponse
he ma#or themes that emerge in these broad shifts are technology, decentralization, and
empowerment. As companies face increased global competition, they are beginning to
increase their attention to all aspects of marketing and are beginning to encompass marketing
as a corporate goal and not #ust a departmental function.
he ma#or societal forces at work: two(income families, increased technology, fewer firms,
increased consumer education, and empowerment are forcing companies and marketers to
shift their thinking about marketing and rethink their best business practices.
DETAILED CHAPTER OUTLINE
Marketing is everywhere. Formally or informally, people and organizations engage in a vast
number of activities that could be called marketing. ;ood marketing has become an
increasingly vital ingredient for business success. And marketing profoundly affects our day(
to(day lives. ;ood marketing is no accident, but a result of careful planning and e!ecution. )t
is both an +art, and a +science,Jthere is constant tension between the formulated side of
marketing and the creative side.
$::
'hapter(by('hapter )nstructional Material
THE IMPORTANCE OF MARKETING
Financial success often depends on marketing ability. Many firms have created a 'hief
Marketing Hfficer 3'MH4 to put marketing on an e-ual footing with other 'hief 7!ecutives
such as a 'FH and '7H. Marketing is tricky and making the right decisions is not always
easy. /killful marketing is a never(ending pursuit.
THE SCOPE OF MARKETING
o prepare to be marketers, you need to understand what marketing is, how it works, what is
marketed, and who does the marketing.
Ehat )s MarketingF
Marketing deals with identifying and meeting human and social needs. Hne of the shortest
definitions of marketing is +meeting needs profitably.,
A4 he American Marketing Association offers the following formal definition:
+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,.
A4 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.
'4 A social definition of marketing is that +marketing is a societal process by which
individuals and groups obtain what they need and want through creating, offering, and
freely e!changing products and services of value with others.,
Ehat )s MarketedF
Marketing people are involved in marketing ten types of entities: goods, services, events,
e!periences, persons, places, properties, organizations, information, and ideas.
A4 ;oods
1hysical goods constitute the bulk of production and marketing efforts.
A4 /ervices
A growing portion of business activities are focused on the production of services. he
I./. economy today consists of a &DM:D services to goods mi!.
'4 7vents
Marketers promote time(based events such as trade shows, artistic performances, and
the Hlympics.
24 7!periences
Ay orchestrating several services and goods, a firm can create and market e!periences
such as Ealt 2isney Eorld"s Magic Kingdom.
74 1ersons
'elebrity marketing is a ma#or business.
$:<
'hapter $: 2efining Marketing for the %$
st
'entury
F4 1laces
'ities, states, regions, and whole nations compete actively to attract tourists, factories,
and new residents.
;4 1roperties
Are intangible rights of ownership of either real property 3real estate4 or financial
property 3stocks and bonds4.
*4 Hrganizations
Actively work to build a strong, favorable, and uni-ue image in the minds of their
target publics.
)4 )nformation
'an be produced and marketed as a product. /chools, universities, and others produce
information and then market it.
K4 )deas
7very market offering includes a basic idea. 1roducts and services are platforms for
delivering some idea or benefit.
Eho MarketsF
Marketers and 1rospects
A marketer is someone seeking a response 3attention, purchase, vote, donation, etc.4 from
another party called the prospect.
A4 Marketers are responsible for stimulating demand for a company"s product.
A4 Marketing managers seek to influence the level, timing, and composition of demand to
meet the organization"s ob#ectives. 7ight demand states are possible:
$4 8egative demandJconsumers dislike the product and may even pay a price to
avoid it.
%4 8on(e!istent demandJconsumers may be unaware or uninterested in the product.
:4 0atent demandJconsumers may share a strong need that cannot be satisfied by an
e!isting product.
<4 2eclining demandJconsumers begin to buy the product less fre-uently or not at
all.
>4 )rregular demandJconsumer purchases vary on a seasonal, monthly, daily, or
even an hourly basis.
@4 Full demandJconsumers are ade-uately buying all product put into the
marketplace.
&4 Hverfull demandJtoo many consumers would like to buy the product that can be
satisfied.
54 Inwholesome demandJconsumers may be attracted to products that have
undesirable social conse-uences.
$:>
'hapter(by('hapter )nstructional Material
Markets
7conomists describe a market as a collection of buyers and sellers who transact over a
particular product or product class.
Marketers use the term +market, to cover various groups of customers. he five basic markets
are:
A4 =esource Markets
A4 ;overnment Markets
'4 Manufacturer Markets
24 )ntermediary Markets
74 'onsumer Markets
A4 /ellers and buyers are connected by flows:
$4 /eller sends goods, services, and communications to the market.
%4 )n return they receive money and information.
:4 here is an e!change of money for goods and services.
<4 here is an e!change of information.
Key 'ustomer Markets
A4 'onsumer Markets
'onsumer goods and services such as soft drinks and cosmetics, spend a great deal of
time trying to establish a superior brand image.
A4 Ausiness Markets
'ompanies selling business goods and services often face well(trained and well(
informed professional buyers who are skilled in evaluating competitive offerings.
'4 ;lobal Markets
'ompanies face challenges and decisions regarding which countries to enter, how to
enter the country, how to adapt their products.services to the country, and how to price
their products.
24 8onprofit and ;overnmental Markets
'ompanies selling to these markets have to price carefully because these organizations
have limited purchasing power.
Marketplaces, Marketspaces, Metamarkets
A4 he marketplace is physical,
A4 he marketspace is digital,
'4 he metamarket is a cluster of complementary products and services that are closely
related in the consumer"s mind but spread across a diverse set of industries.
$:@
'hapter $: 2efining Marketing for the %$
st
'entury
Marketing in 1ractice
*ow )s marketing doneF )ncreasingly marketing is not done only by the marketing
department. o create strong marketing organizations, marketers must think like e!ecutives on
other departments and other departments must think like marketers.
Marketing planning process consists of analyzing marketing opportunities, selecting target
markets, designing marketing strategies, developing marketing programs, and managing the
marketing effort.
here are five key functions for a 'MH 3chief marketing officer4 in leading marketing within
an organization
A4 /trengthening the brands
A4 Measuring marketing effectiveness
'4 2riving new product development based on customer needs
24 ;athering meaningful customer insights
74 Itilizing new marketing technology
CORE MARKETING CONCEPTS
8eeds, Eants, and 2emands
8eeds 3basic human re-uirements4
A4 /tated needs
A4 =eal needs
'4 Instated needs
24 2elight needs
74 /ecret needs
2emands 3for specific products backed by the ability to pay4
arget markets, 1ositioning and /egmentation
A4 )dentify and profile distinct groups of byers who might prefer or re-uire varying
products and services mi!es by e!amining
$4 2emographic information
%4 1sychographic information
:4 Aehavioral information
A4 arget market
'4 Market offering
24 Hffering and Arands
$:&
'hapter(by('hapter )nstructional Material
$4 ?alue proposition: a set of benefits they offer to customers to satisfy their needs
%4 Arand: is an offering from a known source
74 ?alue and /atisfaction
$4 /uccessful if it delivers value and satisfaction to the target buyer
%4 ?alue is a central marketing concept
:4 /atisfaction reflects a person"s #udgment of a product"s perceived performance
F4 Marketing 'hannels
$4 'ommunication channels
%4 2istribution channels
:4 /ervice channels
<4 /upply 'hain
;4 'ompetition
$4 Marketing environment
%4 ask environment
:4 Aroad environment:
a. 2emographic
b. 7nvironment
c. 7conomic
d. 1hysical
e. echnological
f. 1olitical(0egal
g. /ocial(cultural
THE NE) MARKETING REALITIES
Ma#or societal Forces affecting marketing:
A4 8etwork information technology
A4 ;lobalization
'4 2egregulation
24 1rivatization
74 *eightened 'ompetition
F4 )ndustry 'onvergence
;4 'onsumer =esistance
*4 =etail ransformation
$:5
'hapter $: 2efining Marketing for the %$
st
'entury
)4 2isintermediation
8ew 'onsumer 'apabilities
A4 A substantial increase in buying power
A4 ;reater variety of goods and services
'4 ;reat deal of information available
24 ;reater ease in interacting and placing orders
74 Ability to compare notes on products and services
F4 Amplified voice to influence peer and public opinion
8ew 'ompany 'apabilities
A4 )nternet
A4 =esearch
'4 /peed of internal information
24 /peed of e!ternal information +buzz"
74 Aetter target marketing
F4 Mobile marketing
;4 2ifferentiated goods
*4 )mproved purchasing, recruiting, training, and communications
COMPANY ORIENTATION TO)ARD THE MARKETPLACE
he competing concepts under which organizations have conducted marketing activities
include9 the production concept, product concept, selling concept, marketing concept, and
holistic marketing concept.
1roduction 'oncept
A4 he production concept holds that consumers will prefer products that are widely
available and ine!pensive.
1roduct 'oncept
A4 he product concept holds that consumers will favor those products that offer the most
-uality, performance, or innovative features.
/elling 'oncept
A4 he selling concept holds that consumers and businesses, will ordinarily not buy
enough of the organization"s products, therefore, the organization must undertake
aggressive selling and promotion effort.
$:B
'hapter(by('hapter )nstructional Material
Marketing 'oncept
A4 he marketing concept holds that the key to achieving organizational goals consists of
the company being more effective than competitors in creating, delivering, and
communicating superior customer value to its chosen target markets.
$4 =eactive market orientationJunderstanding and meeting consumers" e!pressed
needs.
%4 1roactive marketing orientationJresearching or imagining latent consumers"
needs through a +probe(and(learn, process.
a. 'ompanies that practice both reactive and proactive marketing orientation are
implementing a total market orientation.
*olistic Marketing 'oncept
*olistic marketing can be seen as the development, design, and implementation of marketing
programs, processes, and activities that recognizes the breath and interdependencies of their
efforts.
*olistic marketing recognizes that +everything matters, with marketingJthe consumer,
employees, other companies, competition, as well as society as a whole.
*olistic marketing:
A4 )nternal marketing
A4 /ocially responsible marketing
'4 )ntegrated marketing
24 =elationship marketing
Mare!"#$ Me*o+ Mare!"#$ r"$,! a#' -ro#$
Marketing memo +Marketing =ight and Erong, lists 2r. Kotler"s $D deadliest +sins, of
marketing and the $D +commandments, of marketing
=elationship Marketing
4A =elationship marketing has the aim of building mutually satisfying long(term
relationships with key partiesJcustomers, suppliers, distributors, and other marketing
partners. =elationship marketing builds strong economic, technical, and social ties
among the parties.
4$ Marketing must not only do customer relationship management 3'=M4 but also
partnership relationship management 31=M4.
4% Four key constituents for marketing are:
.a 'ustomers.
.b 7mployees.
.c Marketing partners 3channel partners4.
.d Members of the financial community.
$<D
'hapter $: 2efining Marketing for the %$
st
'entury
4: he ultimate outcome of relationship marketing is the building of a uni-ue
company asset called a marketing network.
Brea!,ro.$, Mare!"#$+ N"e
;ives the history of marketing by 8ike, who is the top athletic apparel and footwear
manufacturer in the world, with %DD& corporate revenues of N$@ billion.
A marketing network consists of the company and its supporting stakeholders 3customers,
suppliers, distributors, retailers, ad agencies, university scientists, and others4 with whom it
has built mutually profitable business relationships.
)ntegrated Marketing
4A he marketer"s task is to devise marketing activities and assemble fully integrated
marketing programs to create, communicate, and deliver value for consumers.
4A he <1s of marketing: product, price, place, and promotion.
4' /)?A
4$ /olution
4% )nformation
4: ?alue
4< Access
wo key themes of integrated marketing are:
A4 Many different marketing activities communicate and deliver value
A4 Ehen coordinated, marketing activities ma!imize their #oint efforts.
)nternal Marketing
4A *olistic marketing incorporates internal marketing, ensuring that everyone in the
organization embraces appropriate marketing principles.
4A )nternal marketing must take place on two levels:
4$ At one level, the various marketing functions 3sales force, advertising, customer
services, product management, and marketing research4 must work together.
4% /econdly, marketing must be embraced by the other departmentsJthey must
+think customer., Marketing is not a department so much as a company
orientation.
1erformance Marketing
*olistic marketing incorporates performance marketing and understanding the returns to the
business from marketing activities.
A4 Financial Accountability
$<$
'hapter(by('hapter )nstructional Material
/ocial =esponsible Marketing
A4 *olistic marketing incorporates social responsibility marketing and understanding
broader concerns, and the ethical, environmental, legal, and social conte!t of
marketing activities and programs.
A4 /ocietal marketing concept: the organization"s task is to determine the needs, wants,
and interests of target markets and to delvier the desired satisfaction more effectively
and efficiently than competitors.
Marketing Management asks
Eith holistic marketing philosophy as a backdrop, we can identify a specific set of tasks that
make up successful marketing management and marketing leadership
MARKETING MANAGEMENT TASKS+ ZEUS INC/
A4 2eveloping marketing strategies and plans 3'hapter %4.
A4 'apturing Marketing )nsights 3'hapters :,and <4.
'4 'onnecting with 'ustomers 3'hapters >, @, &
24 Auilding strong brands 3'hapters B, $D, and $$4.
74 /haping the market offerings 3'hapters $% and $:4.
F4 2elivering value 3'hapters $> and $@4.
;4 'ommunicating value 3'hapters $&, $5, and $B 4.
*4 'reating 0ong(erm ;rowth 3'hapters %D, %$, and %%4.
Mare!"#$ *e*o+ *are!er0s %re1.e#!2& ase' 1.es!"o#s
0ists the $< most commonly asked -uestions in preparing a marketing plan.
$<%