Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e
Defining  Marke,ng  for  the  21st  Century  
Discussion  Ques,ons  
1.  Why  is  marke,ng  important?  
2.  What  is  the  scope  of  marke,ng?  
3.  What  are  some  fundamental  
marke,ng  concepts?  
4.  How  has  marke,ng  management  
changed  in  recent  years?  
5.  What  are  the  task  necessary  for  
successful  marke,ng  management?  
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 Marke,ng  

Demand   Jobs  

Revenue   Profits   Giving  

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 Marke&ng  is  the  ac,vity,  set  of  
ins,tu,ons,  and  processes  for  
crea,ng,  communica,ng,  delivering,  
and  exchanging  offers  that  have  
value  for  customers,  clients,  
partners,    
and  society  at  large.  

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 Marke&ng  management  is  the  art  
and  science  of  choosing  target  
markets  and  geTng,  keeping,  and  
growing  customers  through  
crea,ng,  delivering,  and  
communica,ng  superior    
customer  value.  

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 What  is  Marketed?  
Persons   •  Experiences  
•  Events  
•  Proper,es  
•  Organiza,ons  
•  Informa,on  
•  Ideas  

Goods  
Places  
Services  
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Who  markets?  

Response  
AZen,on  
Purchase  
Dona,on  
Vote  

Marketer   Prospect  

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 Types  of  Demand  

Unwholesome   Declining  

•  Nonexistent  
•  Latent  
Irregular   •  Full  
Nega,ve   •  Overfull  
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 Markets  

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 Simple  Marke,ng  System  

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 Key  Customer  Markets  
Global  Markets  

Consumer  Market  

Business  Markets   Government  Market  

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 Markets  

Marketplaces   Marketspaces  

Metamarkets  
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 Core  Marke,ng  Concepts  
Needs,  Wants,  and  Demands   Target  Markets,  Posi,oning,  
and  Segmenta,on  

Offerings  and  Brands  

Value  and  Sa,sfac,on  

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 Core  Marke,ng  Concepts  
Marke,ng  Channels  

Supply  Chain  

Marke,ng  Environment  
Compe,,on  
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The  New  Marke,ng  Reali,es  
Globaliza,on   Communicate  
Informa,on   w/Customer  
Collect  
Technology   Informa,on  

Major  Societal   New  Company  

Forces   Capabili,es  

Consumer   Differen,ate  
Informa,on   Increased   Goods  
Compe,,on  

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Who  is  Responsible  for  Marke,ng?  
En,re  Organiza,on  
Marke,ng  Department  

Chief  Marke,ng  Officer  

(CMO)  

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 Marke,ng  Concepts  

Quality   Create,  deliver,  and  

Innova,on   communicate  value  

Produc,on   Product   Selling   Marke,ng   Holis,c  

Mass  produc,on  
Unsought  goods  
Mass  distribu,on  
Overcapacity  

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 Holis,c  Marke,ng  Dimensions  

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 Rela,onship  Marke,ng  

Build  long-­‐term  rela,onships  

Develop  marke,ng  networks  

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Integrated  Marke,ng  

Create,  communicate,  and  

deliver  customer  value  

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Internal  Marke,ng  

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Performance  Marke,ng  

Social  Responsibility  

Financial  Accountability  
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 The  Four  P’s  of  the  Marke,ng  Mix  

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Marke,ng  Management  Tasks  

•  Developing  market  strategies  and  plans  

•  Capturing  marke,ng  insights  
•  Connec,ng  with  customers  
•  Building  strong  brands  
•  Shaping  market  offerings  
•  Delivering  value  
•  Communica,ng  value  
•  Crea,ng  long-­‐term  growth  

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