Download Kotler Keller 1

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts

Copyright wikipedia , lookup

Marketing research wikipedia , lookup

Marketing channel wikipedia , lookup

Target audience wikipedia , lookup

Ambush marketing wikipedia , lookup

Digital marketing wikipedia , lookup

Youth marketing wikipedia , lookup

Multi-level marketing wikipedia , lookup

Guerrilla marketing wikipedia , lookup

Viral marketing wikipedia , lookup

Integrated marketing communications wikipedia , lookup

Direct marketing wikipedia , lookup

Marketing wikipedia , lookup

Target market wikipedia , lookup

Marketing mix modeling wikipedia , lookup

Marketing plan wikipedia , lookup

Sensory branding wikipedia , lookup

Marketing strategy wikipedia , lookup

Advertising campaign wikipedia , lookup

Green marketing wikipedia , lookup

Multicultural marketing wikipedia , lookup

Street marketing wikipedia , lookup

Global marketing wikipedia , lookup

Transcript
1
1
Defining Marketing
for the 21st Century
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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-2
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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-3
What is Marketed?
• Goods (products)
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-4
Selling is only the tip of the iceberg
“There will always be a 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
1-5
The Basic Profit Equation
Profit =
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-6
The Basic Profit Equation
Profit = Revenues – Costs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-7
Figure 1.2
A Simple Marketing System
A.K.A. The Exchange Process
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-8
Core Concepts




Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and
brands
Value and
satisfaction





Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
1-9
Needs. Wants. Demands.
Needs - states of felt deprivation including physical
needs for food, social needs for belonging and
individual needs for self-expression.
i.e. I am thirsty.
Wants - form that a human need takes as
shaped by culture and individual personality.
i.e. I want a Coca-Cola.
Demands - human wants backed by buying power.
i.e. I have money to buy a Coca-Cola.
1-10
1-11
Target Markets,
Positioning & Segmentation
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-12
Offerings and Brands
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-13
Value and Satisfaction
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-14
Marketing Channels
Communication
Distribution
Service
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-15
Broad Marketing Environment
Demographic
Economic
Political-legal
Technological
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Socio-cultural
Natural
1-16
Company Orientations
Production
Product
Selling
Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-17
Holistic Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-18
Performance Marketing
Financial
Accountability
Social Responsibility
Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-19
The Marketing Mix
The Four Ps
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-20
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
1-21