1. Defining Marketing for the 21st Century
CHAPTER I
Phillipe Kotler & Kevin Lane Keller

2. The Objectives You will be able to:
Understand the principle concepts of marketing
Compare 5 concepts of marketing
Explain business portfolio and its growth strategic
Understand the Marketing Management Task

3. What is Marketing?
An organizational function and set of process for creating, communicating and delivering value to customers and for managing relationships in ways that benefit the organizational and stakeholders
A societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services value with others

4. Marketing Management
The art and science that choosing target markets and getting, keeping and growing through creating, delivering and communicating superior customer values

5. Marketing is not Selling

6. Marketing is not just Advertising

7. Fundamental Marketing Concepts, Trend and Task
Core Concepts:
Needs, Wants, Demands
Segmentation, Positioning, Targeting
Offering and Brands
Value and Satisfaction
Marketing Channel
Supply Chain
Competition
Marketing Environment
Marketing Planning

8. What is Marketed? Goods Services Events Experiences Persons Places
Properties
Organizations
Information
Ideas

11. Who Markets? Marketers & Prospect 8 Demand states: Negative Demand
Nonexistent Demand
Latent Demand
Declining Demand
Irregular Demand
Full Demand
Overfull Demand
Unwholesome Demand

12. Structure of Flows in a Modern Exchange Economy

13. Marketing Concepts Production Concept Product Concept Selling Concept
Holistic Marketing Concept

14. Production Concept: holds that consumers will prefer products that are widely available and inexpensive
Product Concept: holds that consumers will favor those product that offer the most quality, performance or innovative features
Selling Concept: holds that consumers and business, if left alone will ordinarily not buy enough of the organization’s product
Marketing Concept: holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating, delivering and communicating superior customers value to its chosen target market

15. The Holistic Marketing Concept

16. Marketing Management Tasks
Developing Marketing Strategy and Plans
Capturing Marketing Insights
Connecting with Customers
Building Strong Brands
Shaping the Marketing Offerings
Delivering Value
Communicating Value
Creating Long-term growth
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