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Chapter 1 – Marketing for the 21st Century
Md Afnan Hossain – Lecturer SouthEast UniversityCourse Code: Mkt 3123 (D,E)
Contents Source: Kotlar, Keller, Koshy, Jha (2014) Marketing Management.
Forbes, The Economist, Wall Street Journal, Financial Times, Business Week, CNN Business
Marketing Management
Objectives of Marketing:
Some Definitions:
The Customer is King
Where is Marketing?
Developing Concepts from 18th Century
A Marketing Cycle
Product or Service – can you tell the difference?
STP
Segmentation
Marketing Target
Positioning
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.
The marketplace isn’t what it used to
be…Changing technology (digital
revolution)
Globalization (transportation,
shipping, communication)
Deregulation (telecommunications,
electric utilities)
Privatization (British Airways)
Empowerment (Domestic, Foreign,
Store and Brands)
Customization
Convergence (Computing and
consumer electronics—Dell/ HP)
Disintermediation
Demand States
• Negative (dislike product
and may even pay a price to
avoid it)
• Nonexistent (unaware of
or uninterested in the product)
• Latent (need that cannot be
satisfied by existing product)
• Declining (buy the product
less frequently or not at all)
• Irregular (purchases vary on
a seasonal, monthly, weekly, daily,
or even hourly basis)
• Unwholesome (product
that have undesirable social
consequences)
• Full (adequately buying all
products put into the marketplace)
• Overfull (more consumers
would like to buy the product that
can be satisfied)
Production-Oriented and Marketing-Oriented
Managers Have Different Views of the
Market
Marketing Mix and the Customer
Four Ps
• Product
• Price
• Place
• Promotion
Four Cs
• Customer solution
• Customer cost
• Convenience
• Communication
Core Concepts
• Needs, wants, and
demands
• Target markets,
positioning (in mind
of target buyers),
segmentation
• Offerings (intangible
benefit made physical)
and brands (offering
from a know source)
• Value (set of benefits
and satisfaction)
• Marketing channels
(communications,
distribution, and
service)
• Supply chain
• Competition
• Marketing
environment
• Marketing planning
Marketing Management Tasks• Developing
marketing strategies
(strategic fit)
• Capturing marketing
insights (obtaining
information)
• Connecting with
customers
(relationships)
• Building strong
brands (understand
strengths and
weaknesses)
• Shaping market
offerings
• Delivering value
• Communicating
value
• Creating long-
term growth
(positioning and
new-product
development)
Holistic Marketing Dimensions
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