Professional Documents
Culture Documents
Defining Marketing
st
for the 21 Century
Marketing Management,
Chapter Questions
• Why is marketing important?
• What is the scope of marketing?
• What are some fundamental marketing
concepts?
• How has marketing management
changed?
• What are the tasks necessary for
successful marketing management?
Starbucks plans to
ensure its marketing
successes in
countries around the
world.
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas
1-7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Can Promote Ideas
Declining Irregular
Full Unwhole
Overfull
some
Information technology
Globalization
Deregulation
Privatization
Competition
Convergence
Consumer resistance
Retail transformation
Production Product
Selling Marketing