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Kotler Mm13e Media 01
Kotler Mm13e Media 01
Defining Marketing
for the 21st Century
Starbucks plans to
ensure its marketing
successes in
countries around the
world.
Services
Events & Experiences
Persons
Organizations
Information
Ideas
1-7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Successful New Product Launches
Require Careful Planning
Declining Irregular
• Stated needs
• Real needs
• Unstated needs
• Delight needs
• Secret needs
Information technology
Globalization
Deregulation
Privatization
Competition
Convergence
Consumer resistance
Retail transformation
Production Product
Selling Marketing