Download Chapter_01

1
Defining Marketing
for the 21st Century
Marketing Management, 13th ed
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 © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-2
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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-3
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 © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-4
What is Marketed?
• Goods
• Services
• Events and
experiences
• Persons
• Places and
properties
• Organizations
• Information
• Ideas
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-5
Demand States
•
•
•
•
Negative
Nonexistent
Latent
Declining
•
•
•
•
Irregular
Unwholesome
Full
Overfull
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-6
Key Customer Markets
•
•
•
•
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-7
Company Orientations
•
•
•
•
Production
Product
Selling
Marketing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-8
Marketing Mix and the Customer
Four Ps
• Product
• Price
• Place
• Promotion
Four Cs
• Customer
solution
• Customer cost
• Convenience
• Communication
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-9
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 © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-10
Marketing Management Tasks
• Developing
marketing
strategies
• Capturing
marketing insights
• Connecting with
customers
• Building strong
brands
• Shaping market
offerings
• Delivering value
• Communicating
value
• Creating longterm growth
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-11
Functions of CMOs
• Strengthening the brands
• Measuring marketing effectiveness
• Driving new product development
based on customer needs
• Gathering meaningful customer insights
• Utilizing new marketing technology
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-12
Figure 1.3 Improving CMO Success
(cont.)
• Make the mission and responsibilities clear
• Fit the role to the marketing culture and
structure
• Ensure the CMO is compatible with the CEO
• Remember that show people don’t succeed
• Match the personality with the CMO type
• Make line managers marketing heroes
• Infiltrate the line organization
• Require right-brain and left-brain skills
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-13
New Consumer Capabilities
• A substantial increase in buying power
• A greater variety of available goods and
services
• A great amount of information about
practically anything
• Greater ease in interacting and placing and
receiving orders
• An ability to compare notes on products and
services
• An amplified voice to influence public opinion
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-14
Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able
employees who want to serve
customers well.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-15
Performance Marketing
• Financial Accountability
• Social Responsibility
Marketing
• Social Initiatives
• Corporate social
marketing
• Cause marketing
• Corporate philanthropy
• Corporate community
involvement
• Socially responsible
business practices
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-16
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 © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-17