Defining Marketing for the 21 st

Century
by

Prepared by:
Dr. Shamsad Ahmed
Doctor of Philosophy in Marketing
M.Pharm (DU), MBA (IBA)
Associate Professor
Department of Business
Administration
University of Asia Pacific
Mobile: 01757257520
1
 Kotler on Marketing
The future is not
ahead of us. It has
already happened.

Unfortunately, it is
unequally
distributed among
companies,
industries and
nations.
2
 The New Economy

Substantial increase in buying

power 3
The New Economy

A greater variety of goods and

services
4
 The New Economy

A greater amount of information

about practically anything
5
 The New Economy

A greater ease in interacting and

placing and receiving orders 6
 The New Economy

An ability to compare notes on

products and services
7
 The New Economy

Websites
can provide
companies
with
powerful new
information
and sales
channels.

8
 The New Economy

Companies can collect

fuller and richer information
about markets, customers,
prospects and competitors.
9
 The New Economy
Companies can have
2-way
communication with
customers and
prospects

Companies can facilitate

and speed up
communications among
employees. 10
 The New Economy

Companies
can send ads,
coupons,
samples,
information to
targeted
customers. 11
 The New Economy

Companies can customize offerings and

services to individual customers.
12
 The New Economy

The Internet can be used as a

communication channel for purchasing,
training, and recruiting. 13
 The New Economy

Companies can improve logistics and

operations for cost savings while
improving accuracy and service quality.
14
 Marketing Tasks
Ten rules of radical marketing
The CEO must own the marketing function.
Make sure the marketing department starts
small and flat and stays small and flat.
Get face to face with the people who matter
most – the customers.
Use market research cautiously.
Hire only passionate missionaries
Love and respect your customers.
Create a community of consumers. 15
 Marketing Tasks
Rethink the marketing mix.
Celebrate common sense.
Be true to the brand.

Three stages of marketing practice

Entrepreneurial Marketing
Formulated Marketing
Intrepreneurial Marketing

As marketing becomes more

formulated, creativity is inhibited. 16
 The Scope of Marketing

Marketing: typically seen as the task of

creating, promoting, and delivering
goods and services to consumers and
businesses.
17
 Product

A product is anything that can be

offered to a market for attention,
acquisition, use or consumption that
might satisfy a want or need.
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What Can Be Marketed?

19
What Can Be Marketed?

• Goods 20
What Can Be Marketed?

• Services 21
What Can Be Marketed?

• Experiences 22
What Can Be Marketed?

• Events 23
What Can Be Marketed?

• Persons 24
What Can Be Marketed?

• Places 25
What Can Be Marketed?

Buckingham Palace

• Properties 26
What Can Be Marketed?

• Organizations 27
What Can Be Marketed?

• Information 28
What Can Be Marketed?

• Ideas 29