Defining Marketing For The 21 Century: Kotler Keller Cunningham

A FRAMEWORK for
MARKETING MANAGEMENT
Chapter 1
Defining
Marketing
for the
21st Century
Kotler Keller Cunningham

Chapter Questions
• Why is marketing important?

• What is the scope of marketing?
• What are some fundamental
marketing concepts?
• What are the tasks necessary for
successful marketing management?
1-2
© Copyright 2008 Pearson Education Canada
Profile: Canadian Marketing Excellence
KRAFT CANADA INC.
•Kraft Canada Inc. continues to operate in a

highly complex market
•Customers have more choice but less time for
shopping and preparing meals
•Retailers are ramping up the use of own-brands
•Using a newly developed consumer database,
Kraft adopted a set of customer relationship
management (CRM) initiatives, with the key aim
being:
“To help Kraft grow into a service provider that helps
consumers shop more efficiently, prepare quick meals
simply.”
1-3
Profile: Canadian Marketing Excellence
KRAFT CANADA INC.
Kraft’s Strategy:
• “Family. Food. Simple.”
The Results:
• Kraft is now on the Marketing Magazine’s annual top ten list of “Marketers
that Mattered.”
• Customer satisfaction is high, with thousands calling its 1-800 helpline for
cooking tips
• Kraft’s What’s Cooking magazine is the largest
circulating magazine in Canada
• Kraft also partnered with Food TV and created the
number one cooking show in Quebec
• By combining marketing insight and leading edge
technologies, Kraft has developed unmatched
consumer relationships
1-4
What Is Marketing?
Marketing is an organizational function

and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships
in ways that benefit the
organization and its stakeholders.
1-5
What Is Marketing Management?
Marketing management is the

art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
1-6
The Importance of Marketing
•Financial success often depends on good marketing

•Many companies have not understood this completely,
including
•Nortel, Bombardier, Sears, Kodak, Xerox
•Today’s market leaders, including Wal-Mart,
Nike, and Research In Motion (RIM), know
they can’t afford to relax
•Short term (transactional marketing) versus
long term (relationship marketing)
•Creation of Chief Marketing Officer (CMO)
position
1-7
Big Rock Brewery
•Big Rock Brewery recognizes that meeting customer

needs is an infinite quest
•In 2005 the company found it necessary to differentiate
itself in Alberta’s crowded premium beer market:
•Using a combination of retro labels

(originally used 20 years ago) and the
rolling out of the largest-ever multimedia
campaign to promote its Grasshopper
brand, Big Rock was able to secure a
foothold as the beer of choice for many
Albertans
1-8
Selling Is Only the Tip of the Iceberg
“There will always be a need for

some selling. But the aim of marketing is to
make selling superfluous. The aim of
marketing is to know and understand the
customer so well that the product or
service fits him and sells itself. Ideally,
marketing should result in a customer who
is ready to buy. All that should be needed
is to make the product or service
available.”
Peter Drucker
1-9
For an Exchange to Occur…..
• There must be at least two parties

• Each party has something that might be of value
to the other party
• Each party is capable of communication and
delivery
• Each party is free to accept or reject the
exchange offer
• Each party believes it is appropriate or desirable
to deal with the other party
1-10
Are Both Forms of Exchange?
Transactions Transfers
1-11
What Is Marketed?
Goods
Goods 87% of Canadian Exports (2005)
Services
Services 69% of Canadian GDP (2005)
Events
Events and
and experiences
experiences
Persons
Persons
Places
Places and
and properties
properties
Organizations
Organizations
Information
Information
Ideas
Ideas
1-12
Figure 1.1 A Simple Marketing System
1-13
Company Orientations
Production Product
Selling Marketing
1-14
Figure 1.2 Holistic Marketing Dimensions
1-15
Figure 1.3 The Four P Components
of the Marketing Mix
1-16
Key Themes of Integrated Marketing
Many different All marketing

marketing activities
activities coordinated
used to to maximize
communicate their
and deliver value joint effects
1-17
Marketing Mix and the Customer
Four Ps Four Cs
• Product • Customer solution
• Price • Customer cost
• Place • Convenience
• Promotion • Communication
1-18
Figure 1.4 Marketing-Mix Strategy
1-19
Internal Marketing
• Employees contribute to building long-

term relationships with customers
• Step 1: Select employees with positive
attitudes
• Step 2: Train, motivate, and empower
employees
• Step 3: Establish standards for employee
performance
• Step 4: Monitor actions and reward good
performance
1-20
Internal Marketing at Scotiabank
• Positioned as a “Client Centred” bank

• Plan put into action to align Scotiabank
around customer centricity;
•Key use was made of internal
incentive programs that rewarded
staff for spending time with clients
•Peer to peer awards program and
“Team Voice”, which let employees
communicate directly with senior
management
1-21
Societal Marketing Concept
An organization’s task is to determine

the needs, wants, and interests
of target markets and to deliver
the desired satisfaction
more effectively and efficiently
than competitors in a way
that preserves or enhances the
well-being of both consumer and society.
1-22
Fundamental Marketing Concepts
• Needs, wants, and • Marketing channels

demands • Supply chain
• Target markets, • Competition
positioning, • Marketing
segmentation environment
• Offerings and brands • Marketing planning
• Value and satisfaction
1-23
I Want It, I Need It...
Five Types of Needs

• Stated needs
• Real needs
• Unstated needs
• Delight needs
• Secret needs
1-24
Figure 1.5 Factors Influencing
Marketing Strategy
1-25
Marketing Management Tasks
• Developing • Shaping market

marketing strategies offerings
• Capturing marketing • Delivering value
insights • Communicating
• Connecting with value
customers • Creating long-term
• Building strong growth
brands
1-26
For Discussion
How are demographic changes

in the Canadian population
affecting marketers?
1-27

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A FRAMEWORK for

Kotler Keller Cunningham

• Why is marketing important?

•Kraft Canada Inc. continues to operate in a

Marketing is an organizational function

Marketing management is the

•Financial success often depends on good marketing

•Big Rock Brewery recognizes that meeting customer

•Using a combination of retro labels

“There will always be a need for

• There must be at least two parties

Many different All marketing

• Employees contribute to building long-

• Positioned as a “Client Centred” bank

An organization’s task is to determine

• Needs, wants, and • Marketing channels

Five Types of Needs

• Developing • Shaping market

How are demographic changes

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