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1 Defining Marketing for the 21st Century
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Chapter Questions Why is marketing important?
What is the scope of marketing? What are some fundamental marketing concepts and new marketing realities? What are the tasks necessary for successful marketing management? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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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. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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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. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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What is Marketed? Goods Services Events Experiences Persons
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What is Marketed? Places Properties Organizations Information Ideas
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Figure 1.1 A Simple Marketing System
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Key Customer Markets Consumer markets Business markets Global markets
Nonprofit/Government markets Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Core Concepts Needs, wants, and demands
Target markets, positioning, segmentation Offerings and brands Value and satisfaction Marketing channels Supply chain Competition Marketing environment Marketing planning Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Types of Needs Stated Real Unstated Delight Secret
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Target Markets, Positioning & Segmentation
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Offerings and Brands Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Value and Satisfaction
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Marketing Channels Communication Distribution Service
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Marketing Environment
Demographic Economic Socio-cultural Political-legal Technological Natural . Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Major Societal Forces Network information technology Globalization
Deregulation Privatization Heightened competition Industry convergence Retail transformation Disintermediation Consumer buying power Consumer participation Consumer resistance Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Company Orientations Production Product Selling Marketing
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Holistic Marketing(全方位营销)
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Relationship Marketing
Customers Employees Marketing Partners Financial Community Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Internal Marketing Internal marketing is the task of
hiring, training, and motivating able employees who want to serve customers well. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Performance Marketing
Financial Accountability Social Responsibility Marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Types of Corporate Social Initiatives(企业社会活动)
Corporate social marketing企业社会活动 Cause marketing(公益营销) Cause-related marketing Corporate philanthropy(企业慈善事业) Corporate community involvement Socially responsible business practices Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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The Marketing Mix Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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The New Four Ps People Processes Programs Performance
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Marketing Management Tasks
Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growth Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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For Review Why is marketing important? What is the scope of marketing?
What are some fundamental marketing concepts and new realities? What are the tasks necessary for successful marketing management? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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