Professional Documents
Culture Documents
Defining
Marketing for
the 21st Century
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?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-2
the United States edition of Marketing Management, 14e.
What Is Marketing?
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the United States edition of Marketing Management, 14e.
What Is Marketing Management?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-4
the United States edition of Marketing Management, 14e.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-5
the United States edition of Marketing Management, 14e.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-6
the United States edition of Marketing Management, 14e.
What Is Marketed?
• Goods
• Services
• Events
• Experiences
• Places
Copyright © 2011 ©
Copyright Pearson Education,
2013 Dorling Inc. Publishing
Kindersley (India) PvtasLtd.
Prentice Hall adaptation from
Authorized 1-7
1-7
the United States edition of Marketing Management, 14e.
What Is Marketed?
• Persons
• Properties
• Organizations
• Information
• Ideas
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-8
the United States edition of Marketing Management, 14e.
Demand States
Negative Irregular
Nonexistent Unwholesome
Latent Full
Declining Overfull
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the United States edition of Marketing Management, 14e.
Figure 1.1 Structure of Flows in
Modern Exchange Economy
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-10
the United States edition of Marketing Management, 14e.
Figure 1.2
A Simple Marketing System
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-11
the United States edition of Marketing Management, 14e.
Key Customer Markets
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-12
the United States edition of Marketing Management, 14e.
Rural Markets in South Asia
Rural markets offer immense potential for
market expansion and growth:
Consumption in rural markets predicted to
20 years of age.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-13
the United States edition of Marketing Management, 14e.
Core Concepts
Needs, wants, and Value and
demands satisfaction
Target markets, Marketing channels
positioning, Supply chain
segmentation Competition
Offerings and Marketing
brands environment
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-14
the United States edition of Marketing Management, 14e.
Types of Needs
Stated Need: I want expensive car
Real Need: I want car with less operating
cost, not initial price is low.
Unstated need: I expect good service from
dealer
Delight Need: I would like dealer to include
onboard GPS system.
Secret Need: I want my friend to see me as a
savvy customer (make good judgments).
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-15
the United States edition of Marketing Management, 14e.
Target Markets,
Positioning & Segmentation
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the United States edition of Marketing Management, 14e.
Offerings and Brands
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the United States edition of Marketing Management, 14e.
Value and Satisfaction
Quality
Service
Price
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the United States edition of Marketing Management, 14e.
Marketing Channels
Communication
Distribution
Service
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the United States edition of Marketing Management, 14e.
Marketing Environment
Demographic Economic
Socio-cultural
Political-legal
Technological Natural
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-20
the United States edition of Marketing Management, 14e.
Major Societal Forces
Network information Retail transformation
technology Disintermediation
Globalization Consumer buying power
Deregulation Consumer information
Heightened competition Consumer participation
Industry convergence Consumer resistance
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-21
the United States edition of Marketing Management, 14e.
Company Orientations
Production
Product
Selling
Marketing
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-22
the United States edition of Marketing Management, 14e.
Figure 1.3
Holistic Marketing
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the United States edition of Marketing Management, 14e.
Relationship Marketing
Customers
Employees
Marketing Partners
Financial Community
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-24
the United States edition of Marketing Management, 14e.
Integrated Marketing
Key themes:
(1) many different marketing activities can
create, communicate, and deliver value, and
(2) marketers should design and implement
any one marketing activity with all other
activities in mind.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-25
the United States edition of Marketing Management, 14e.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-26
the United States edition of Marketing Management, 14e.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-27
the United States edition of Marketing Management, 14e.
Internal Marketing
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-28
the United States edition of Marketing Management, 14e.