Professional Documents
Culture Documents
Part.1 Marketing in The 21 ST Century
Part.1 Marketing in The 21 ST Century
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s Responses to New
Challenges
Communication
Goods/services
Industry Market
(a collection (a collection
of sellers) Money of Buyers)
Information
©2000 Prentice Hall
Structure of Flows
Resources Resources
Money Resource Money
markets
Services,
money Taxes,
goods
Services, Taxes
money
Manufacturer Government Consumer
markets markets markets
Taxes,
goods Services
Services, Taxes,
money goods
Money Money
Intermediary
Goods, services markets Goods, services
©2000 Prentice Hall
The Four Ps
The Four Cs
Marketing
Mix
Place
Product
Conven-
Customer
Solution Price Promotion ience
Customer Communication
©2000 Prentice Hall Cost
Company Orientations
Towards the Marketplace
Consumers prefer products that are
Production Concept widely available and inexpensive
Top
Management
Middle Management
Front-line people
Customers
Front-line people
Middle management
Top
manage-
ment
Finance
Production
Production Finance
Human
resources
Marketing Human
resources Marketing
Marketing Customer
Marketing
Customer