Transcript Kotler_ch01 - UMM Directory

MARKETING MANAGEMENT
12th edition
1
Defining
Marketing
for the
21st Century
Kotler
Keller
Chapter Questions
• Why is marketing important?
• What is the scope of marketing?
• What are some of the fundamental
marketing concepts?
• How has marketing management
changed?
• What are the tasks necessary for
successful marketing management?
1-2
Good Marketing is No Accident
Boston Beer
C o m p a n y,
maker of
S a m u e l
A d a m s ,
constantly
innovates
1-3
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.
1-4
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.
1-5
Selling is only the tip of the iceberg
“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.”
Peter Drucker
1-6
Designing the “Right” Product
1-7
Only the best is good enough for Lexus customers
1-8
Obtaining Products
1-9
For an exchange to occur….
• There are at least two parties.
• Each party has something that might be of
value to the other party.
• Each party is capable of communication
and delivery.
• Each party is free to reject the exchange
offer.
• Each party believes it is appropriate or
desirable to deal with the other party.
1-10
Are both forms of exchange?
Transactions
Transfers
1-11
What is Marketed?
Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas
1-12
Marketing Goods
1-13
Marketing Ideas:
Friends Don’t Let Friends
Drive Drunk
This is the watch
Stephen Hollingshead, Jr.
was wearing when he
encountered a drunk
driver.
Time of death 6:55 p.m.
1-14
Demand States
Negative
Nonexistent
Irregular
Declining
Full
Latent
Overfull
Unwholesome
1-15
Figure 1.1 Structure of Flows in a
Modern Exchange Economy
1-16
Figure 1.2 A Simple Marketing System
1-17
Key Customer Markets
Consumer Markets
Global Markets
Business Markets
Nonprofit/ Government
Markets
1-18
Global Markets
Coke is
represented at the
first China
International
Beverage Festival
in Beijing in 2003
1-19
The marketplace isn’t what it used to be…
Changing technology
Globalization
Deregulation
Privatization
Empowerment
Customization
Convergence
Disintermediation
1-20
Company Orientations
Production
Product
Selling
Marketing
1-21
Figure 1.3 Holistic Marketing Dimensions
1-22
Puma’s rebirth attributed to holistic marketing
1-23
Figure 1.4 The Four P’s
1-24
Figure 1.5 Marketing-Mix Strategy
1-25
Marketing Mix and the Customer
Four P’s
• Product
• Price
• Place
• Promotion
Four C’s
• Customer solution
• Customer cost
• Convenience
• Communication
1-26
Corporate Social Initiatives
1-27
Corporate Social Initiatives
1-28
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
1-29
I want it, I need it…
5 Types of Needs
•
•
•
•
•
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
1-30
Figure 1.6 Factors Influencing
Marketing Strategy
1-31
Marketing Management Tasks
• Developing marketing
strategies
• Capturing marketing
insights
• Connecting with
customers
• Building strong
brands
• Shaping market
offerings
• Delivering value
• Communicating
value
• Creating long-term
growth
1-32
Marketing Debate
Does Marketing
Create or Satisfy Needs?
1-33
Marketing Discussion
Are there any themes that
emerge in the broad shifts
in marketing? Can they be
related to the major societal
forces? Expand.
1-34