Scribd Logo
Upload

Welcome to Scribd!

  • 12 Edition: 1 Defining Marketing For The 21 Century

    Uploaded by

    Syed Mukhtar
    11 views19 pages
    The document is an introductory chapter about marketing management. It discusses that marketing is important for organizations to obtain what they need by creating and exchanging value with customers. The chapter defines marketing as creating, communicating, and delivering value to benefit customers and stakeholders. It also defines marketing management as choosing target markets and growing customers through superior value. The chapter then covers fundamental marketing concepts such as the marketing mix, core customer markets, changing market conditions, and the key tasks of marketing management.

    Original Description:

    Marketing management chapter 3

    Original Title

    1- Marketing Management

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document is an introductory chapter about marketing management. It discusses that marketing is important for organizations to obtain what they need by creating and exchanging value with customers. The chapter defines marketing as creating, communicating, and delivering value to benefit customers and stakeholders. It also defines marketing management as choosing target markets and growing customers through superior value. The chapter then covers fundamental marketing concepts such as the marketing mix, core customer markets, changing market conditions, and the key tasks of marketing management.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    11 views19 pages

    12 Edition: 1 Defining Marketing For The 21 Century

    Uploaded by

    Syed Mukhtar
    The document is an introductory chapter about marketing management. It discusses that marketing is important for organizations to obtain what they need by creating and exchanging value with customers. The chapter defines marketing as creating, communicating, and delivering value to benefit customers and stakeholders. It also defines marketing management as choosing target markets and growing customers through superior value. The chapter then covers fundamental marketing concepts such as the marketing mix, core customer markets, changing market conditions, and the key tasks of marketing management.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 19

    MARKETING MANAGEMENT

    12th edition
    1
    Defining Marketing
    for the 21st Century

    Kotler Keller
    Chapter Questions
     Why is marketing important?
     What is the scope of marketing?
     What are some of the fundamental
    marketing concepts?
     How has marketing management changed?
     What are the tasks necessary for
    successful marketing management?

    1-2
    Chapter Questions
     Why is marketing important?
     What is the scope of marketing?
     What are some of the fundamental
    marketing concepts?
     How has marketing management changed?
     What are the tasks necessary for
    successful marketing management?

    1-3
    Marketing definition
     A marketing is a social and managerial
    process by which individuals and groups
    obtain what they need and want through
    creating and exchanging products and
    values with others.

    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.”
    American Marketing Association

    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
    For an exchange to occur…..
     There are 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 reject the exchange offer.
     Each party believes it is appropriate or desirable
    to deal with the other party.

    1-7
    1-8
    What is Marketed?
     Goods  Places
     Services  Properties
     Events  Organizations
     Experiences  Information
     Persons  Ideas

    1-9
    Demand States
     Negative  Irregular
     Nonexistent  Unwholesome
     Latent  Full
     Declining  Overfull

    1-10
    1-11
    Key Customer Markets
     Consumer markets
     Business markets
     Global markets
     Nonprofit/Government markets

    1-12
    The marketplace isn’t what it used to be….

     Changing technology  Empowerment


     Globalization  Customization
     Deregulation  Convergence
     Privatization  Disintermediation

    1-13
    Company Orientations
     Production
     Product
     Selling
     Marketing

    1-14
    Marketing Mix and the Customer

    Four Ps Four Cs
     Product  Customer solution
     Price  Customer cost
     Place  Convenience
     Promotion  Communication

    1-15
    Product Price
    Variety The Four P’s
    List price
    Quality
    Discounts
    Design
    Allowances
    Features
    Payment period
    Brand name
    Credit terms
    Packaging
    Services
    Target
    Customers

    Indented Place
    Promotions
    Positioning Channels
    Coverage
    Advertising Location
    Personal selling Inventory
    Sales promotion Transportation
    Public relations logistics
    Core Concepts
     Needs, wants, and  Marketing channels
    demands  Supply chain
     Target markets,  Competition
    positioning,  Marketing
    segmentation
    environment
     Offerings and brands  Marketing planning
     Value and
    satisfaction

    1-17
    Marketing Management Tasks
     Developing marketing  Shaping market
    strategies offerings
     Capturing marketing  Delivering value
    insights  Communicating
     Connecting with value
    customers
     Creating long-term
     Building strong brands
    growth

    1-18
    1-19

    You might also like