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1 Defining Marketing for the 21st Century
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 © 2012 Pearson Education
What is Marketing? Marketing is an organizational functionand 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 © 2012 Pearson Education
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 © 2012 Pearson Education
What is Marketed? Goods Services Events Experiences PersonsCopyright © 2012 Pearson Education
What is Marketed? Places Properties Organizations Information IdeasCopyright © 2012 Pearson Education
Figure 1.1 A Simple Marketing SystemCopyright © 2012 Pearson Education
Key Customer Markets Consumer markets Business markets Global marketsNonprofit/Government markets Copyright © 2012 Pearson Education
Core Concepts Needs, wants, and demandsTarget markets, positioning, segmentation Offerings and brands Value and satisfaction Marketing channels Supply chain Competition Marketing environment Marketing planning Copyright © 2012 Pearson Education
Types of Needs Stated Real Unstated Delight Secret(the customer wants an inexpensive car) Real (the customer wants a car whose operating cost is low, not initial price) Unstated (the customer expects good service from the dealer) Delight (the customer would like the dealer to include a GPS navigation) Secret (the customer wants to bee seen by friends as a savvy consumer) Copyright © 2012 Pearson Education
Target Markets, Positioning & SegmentationCopyright © 2012 Pearson Education
Offerings and Brands Copyright © 2012 Pearson Education
Value and SatisfactionCopyright © 2012 Pearson Education
Marketing Channels Communication Distribution ServiceCopyright © 2012 Pearson Education
Marketing EnvironmentDemographic Economic Socio-cultural Political-legal Technological Natural . Copyright © 2012 Pearson Education
Major Societal Forces Network information technology GlobalizationDeregulation Privatization Heightened competition Industry convergence Retail transformation Disintermediation Consumer buying power Consumer participation Consumer resistance Copyright © 2012 Pearson Education
Company Orientations Production Product Selling MarketingCopyright © 2012 Pearson Education
Holistic Marketing Copyright © 2012 Pearson Education
Relationship MarketingCustomers Employees Marketing Partners Financial Community Copyright © 2012 Pearson Education
Internal Marketing Internal marketing is the task ofhiring, training, and motivating able employees who want to serve customers well. Copyright © 2012 Pearson Education
Performance MarketingFinancial Accountability Social Responsibility Marketing Copyright © 2012 Pearson Education
Types of Corporate Social InitiativesCorporate social marketing Cause marketing Cause-related marketing Corporate philanthropy Corporate community involvement Socially responsible business practices Copyright © 2012 Pearson Education
The Marketing Mix Copyright © 2012 Pearson Education
The New Four Ps People Processes Programs PerformanceCopyright © 2012 Pearson Education
Marketing Management TasksDevelop 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 © 2012 Pearson Education
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 © 2012 Pearson Education
Vishnu Parmar, IBA University of Sindh, Jamshoro
Defining Marketing for the 21st Century
Objectives Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges.
Creating and Capturing Customer Value
Copyright © 2003 Prentice-Hall, Inc. 1-1 Marketing Task Ten rules of radical marketing The CEO must own the marketing function. Make sure the marketing.
Global Edition Chapter 1 Marketing: Creating and Capturing Customer Value Copyright ©2014 by Pearson Education.
Chapter 1 Marketing: Managing Profitable Customer Relationships
Seminar Pemasaran Seminar Pemasaran Konsep Marketing.
Copyright 2009, Prentice-Hall, Inc.1-1 A Framework for Marketing Management Chapter 1 Defining Marketing for the 21 st Century.
MARKETING MANAGEMENT Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1 Defining Marketing for the 21st Century
Marketing Management • 14e
Defining Marketing for the 21 st Century Marketing Management, 13 th ed 1.
Chapter 1 Marketing: Creating and Capturing Customer Value
Slide 1.1 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009 Introduction to marketing Lecture.
Marketing Management Chapter 01.
1 Marketing Management, 13 th edition MQC Marketing Quality Circle.
Marketing: Managing Profitable Customer Relationships Chapter 1.
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