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Defining Marketing for the 21st Century

Marketing Management, 13th ed

and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. communicating.What is Marketing? Marketing is an organizational function and a set of processes for creating. Prepared by Ker Channarin 2 .

and growing customers through creating. delivering. Prepared by Ker Channarin 3 . and communicating superior customer value. keeping.What is Marketing Management? Marketing management is the art and science of choosing target markets and getting.

What is Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas Prepared by Ker Channarin 4 .

money Government markets Services Taxes. goods Services. services Intermediary markets Goods. goods Taxes Taxes. services 5 Money Prepared by Ker Channarin .Figure 1.1 Structure of Flows in a Modern Exchange Economy Resources Money Resource markets Services. money Taxes. goods Consumer markets Money Goods. money Resources Money Manufacturer markets Services.

Key Customer Markets • • • • Consumer markets Business markets Global markets Nonprofit/Government markets Prepared by Ker Channarin 6 .

2 A Simple Marketing System Communication Industry (a collection of sellers) Goods/services Money Market (a collection of Buyers) Prepared by Ker Channarin Information 7 .Figure 1.

Marketing Mix and the Customer Four Ps • Product • Price • Place • Promotion Four Cs • Customer solution • Customer cost • Convenience • Communication Prepared by Ker Channarin 8 .

positioning.Core Marketing Concepts • Needs. wants. and demands • Target markets. segmentation • Offerings and brands • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment 9 Prepared by Ker Channarin .

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 Prepared by Ker Channarin 10 .

Company Orientations Production Product Selling Marketing Prepared by Ker Channarin 11 .

Marketing Mix Product Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns Credit Terms Direct Marketing Place Target Market Promotion Sales Promotion Advertising Sales Force Public Relations Channels Coverage Price List Price Discounts Allowances Payment Period Assortments Locations Inventory Transport Prepared by Ker Channarin 12 .

Functions of CMOs • Strengthening the brands • Measuring marketing effectiveness • Driving new product development based on customer needs • Gathering meaningful customer insights • Utilizing new marketing technology Prepared by Ker Channarin 13 .

and motivating able employees who want to serve customers well. Prepared by Ker Channarin 14 . training.Internal Marketing Internal marketing is the task of hiring.

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 Prepared by Ker Channarin 15 .