Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e
 r 1
t e
a p
Ch

Defining Marketing for the 21st Century

Discussion Questions
1. Why is marketing important?
2. What is the scope of marketing?
3. What are some fundamental
marketing concepts?
4. How has marketing management
changed in recent years?
5. What are the task necessary for
successful marketing management?
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 Jobs

Profits Giving

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 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.

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 ed
fi n
e
D 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.

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 What is Marketed?
Persons • Experiences
• Events
• Properties
• Organizations
• Information
• Ideas

Goods
Places
Services
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Who markets?

Response
Attention
Purchase
Donation
Vote

Marketer Prospect

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 Types of Demand

Unwholesome Declining

• Nonexistent
• Latent
Irregular • Full
Negative • Overfull
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 . 1
1
u r e Markets
F ig

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 . 2
e 1
u r
ig
F Simple Marketing System

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 Key Customer Markets
Global Markets

Consumer Market

Business Markets Government Market

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Markets

Marketplaces Marketspaces

Metamarkets
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 Core Marketing Concepts
Needs, Wants, and Demands Target Markets, Positioning,
and Segmentation

Offerings and Brands

Value and Satisfaction

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 Core Marketing Concepts
Marketing Channels

Supply Chain

Marketing Environment
Competition
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The New Marketing Realities
Globalization Communicate
Information w/Customer
Collect
Technology Information

Consumer Differentiate
Information Increased Goods
Competition

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Who is Responsible for Marketing?
Entire Organization
Marketing Department

Chief Marketing Officer

(CMO)

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 Marketing Concepts

Quality Create, deliver, and

Innovation communicate value

Production Product Selling Marketing Holistic

Mass production
Unsought goods
Mass distribution
Overcapacity

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 . 3
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F ig Holistic Marketing Dimensions

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 Relationship Marketing

Build long-term relationships

Develop marketing networks

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Integrated Marketing

Create, communicate, and

deliver customer value

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Internal Marketing

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Performance Marketing

Social Responsibility

Financial Accountability
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 . 4
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F ig The Four P’s of the Marketing Mix

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Marketing Management Tasks

• Developing market strategies and plans

• Capturing marketing insights
• Connecting with customers
• Building strong brands
• Shaping market offerings
• Delivering value
• Communicating value
• Creating long-term growth

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