Professional Documents
Culture Documents
Kotler • Keller
Marketing Management • 14e
r 1
t e
a p
Ch
Profits
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 25
ed
fi n
De
Marketing is the activity, set of
institutions, and processes for creating,
communicating, delivering, and
exchanging offers that have value for
customers, clients, partners,
and society at large.
Goods
Services
Places
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 25
Who markets?
Response
Attention
Purchase
Donation
Vote
Marketer Prospect
Unwholesome Declining
• Nonexistent
• Latent
Irregular • Full
Negative • Overfull
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 25
. 1
e 1
u r Markets
F ig
Global Markets
Nonprofit & Governmental Market
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 25
Markets
Marketplaces
Marketspaces
Metamarkets
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 25
Core Marketing Concepts
Needs, Wants, and Demands Target Markets, Positioning,
and Segmentation
Supply Chain
Marketing Environment
Competition
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 25
The New Marketing Realities
Globalization Communicate
Information w/Customer
Collect
Technology Information
Consumer Differentiate
Information Increased Goods
Competition
Social Responsibility
Financial Accountability