1 defining marketing for the 21st century -...
TRANSCRIPT
15/02/15
1
1 Defining Marketing for the 21st Century
1
Chapter Questions
§ Why is marketing important? § What is the scope of marketing? § What are some fundamental marketing
concepts? § How has marketing management changed? § What are the tasks necessary for successful
marketing management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-2
What is Marketing?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3
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.
15/02/15
2
What is Marketing Management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-4
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.
What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-5
• Goods
• Services
• Events
• Experiences
• Persons
What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-6
• Places
• Properties
• Organizations
• Information
• Ideas
15/02/15
3
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-7
Demand States
§ Negative § Nonexistent § Latent § Declining
§ Irregular § Unwholesome § Full § Overfull
Figure 1.1 Structure of Flows in Modern Exchange Economy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-8
Figure 1.2 A Simple Marketing System
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-9
15/02/15
4
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-10
Key Customer Markets
§ Consumer markets § Business markets § Global markets § Nonprofit/Government markets
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 1-11
Types of Needs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-12
Stated
Real
Unstated
Delight
Secret
15/02/15
5
Target Markets, Positioning & Segmentation
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-13
Offerings and Brands
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-14
Value and Satisfaction
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-15
15/02/15
6
Marketing Channels
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-16
Communication
Distribution
Service
Marketing Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-17
Demographic Economic
Socio-cultural
Natural Technological
Political-legal
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 1-18
15/02/15
7
Company Orientations
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-19
Production
Product
Selling
Marketing
Holistic Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-20
Relationship Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-21
Customers
Employees
Marketing Partners
Financial Community
15/02/15
8
Integrated Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-22
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 1-23
Performance Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-24
Financial Accountability
Social Responsibility Marketing
15/02/15
9
Types of Corporate Social Initiatives
§ Corporate social marketing § Cause marketing § Cause-related marketing § Corporate philanthropy § Corporate community involvement § Socially responsible business practices
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-25
The Marketing Mix
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-26
The New Four Ps
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-27
Processes
People
Programs
Performance
15/02/15
10
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 1-28
For Review
§ Why is marketing important? § What is the scope of marketing? § What are some fundamental marketing
concepts? § How has marketing management changed? § What are the tasks necessary for successful
marketing management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-29