Transcript Kotler_ch01 - U of L Class Index

What is Marketing?
Marketing
is what organizations do to
create, communicate, and deliver value
to customers.
It can also manage customer relationships
that benefit
the organization and its stakeholders.
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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.
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Selling is only the tip of the iceberg
Peter Drucker,
Management Guru
“There will always be need for
some selling. But the aim of
marketing is to make selling
superfluous. The aim of marketing
is to know and understand the
customer so well that the product
or service fits him and sells itself.
Ideally, marketing should result in
a customer who is ready to buy.
All that should be needed is to
make the product or service
available.”
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Figure 1.2 A Simple Marketing System
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Marketing?
Dean Adds Another Reason to Vote
WASHINGTON (AP) - The head of the Democratic Party said Friday blacks have
an added incentive to vote in November: Democratic control of the House
would give key committee chairmanships to African-American lawmakers.
Howard Dean said the presence of blacks in those critical jobs would increase
the influence of the black community. He singled out Rep. Charlie Rangel, DN.Y., who would be chairman of the House Ways and Means Committee, and
Rep. Juanita Millender-McDonald, D-Calif., who would head the House
Administration Committee. “This would be the first election in America where
African-Americans could have real substantial power in what happens in this
country,'' Dean said, referring to blacks assuming the chair on several House
committees and subcommittees.
Dean pledged that Democrats ``will not take any vote or any voter for granted
and we will not take any community for granted. We are advertising in the
African-American community and we will continue to do so.'‘
The chairman said that the DNC is committed to getting more black candidates
on the ticket and has worked at having organizers around the country who
are diverse and ``look like the folks whose votes they are asking for.''
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DISCUSSION: Coca Cola
Long history of success
$70 billion in “brand value”
($12 billion for Pepsi)
2/3 of revenue from overseas
almost everywhere in the world
Wide range of soft drinks
watermelon, ginger, etc.
Moving away from TV advertising
Red Lounge, mycokemusic.com
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GROUP DISCUSSION: Coca Cola
1. What have been the key success
factors for Coca-Cola?
2. Where is Coca-Cola vulnerable?
3. What should they watch out for?
4. What recommendation would you
make to their senior marketing
executives going forward?
5. What should they be sure to do
with their marketing?
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