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Defining Marketing for the New Realities

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Presentation on theme: "Defining Marketing for the New Realities"— Presentation transcript:

1 Defining Marketing for the New Realities
MKT 601:Chapter 01 Defining Marketing for the New Realities The Value of Marketing Marketing Decision making Winning Marketing The Scope of Marketing Goods Services Events Olympic Experiences Fantasy Kingdom Persons Celebrity Places Tourism Properties Stock Organizations Philips (Sense and Sensibility) Information Magazine Ideas Tree plantation MKT 601 CH 01 MNH

2 Marketers and Prospect Negative demand Nonexistent demand
Who Markets Marketers and Prospect Negative demand Nonexistent demand Latent demand Declining demand Irregular demand Full demand Overfull demand Unwholesome demand MKT 601 CH 01 MNH

3 Nonprofit and Governmental Markets
Key Customer Markets Consumer Markets Business Markets Global Markets Nonprofit and Governmental Markets Marketplaces, Market spaces and Metamarkets MKT 601 CH 01 MNH

4 Core Marketing Concepts Needs, Wants and Demands
Stated needs (Inexpensive cars) Real needs (low operating costs car) Unstated needs (good service) Delight needs (Onboard navigation by dealer) Secret needs (Show others) Target markets, Positioning and Segmentation Offerings and Brands Marketing Channels (Communication, Distribution and Service) Paid, Owned and Earned media Impressions and Engagement Value and Satisfactions Supply chain Competition Marketing environment MKT 601 CH 01 MNH

5 The New Marketing Realities Technology Globalization
Social Responsibility Marketing in Practice Marketing Balance Marketing Accountability Marketing in the Organization MKT 601 CH 01 MNH

6 Company orientation towards the marketplace The Production concept
The Product concept The Selling concept The Marketing concept The Holistic Marketing concept MKT 601 CH 01 MNH

7 Relationship Marketing
Aims to built mutually satisfying long-term relationship with Customers Employees Marketing partners Integrated Marketing Communication Product and Services Channels Internal Marketing Marketing department Senior management Other departments Performance Marketing Sales revenue Brand and customer equity Ethics Environment Legal Community MKT 601 CH 01 MNH

8 Marketing management tasks Developing Marketing strategies and plans
Capturing Marketing insights Connecting with customers Building strong brands Creating Value Communicating value Delivering values Conducting marketing Responsibly for long-term success MKT 601 CH 01 MNH

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