kotler01 marketing 21 century
TRANSCRIPT
MARKETING MANAGEMENT12th edition
1 Defining
Marketing for the
21st Century
Kotler Keller
1-2
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?
1-3
Good Marketing is No Accident
Boston Beer Company, maker of Samuel Adams, constantly innovates
1-4
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.
1-5
What is Marketing Management?
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
1-6
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
1-7
Designing the “Right” Product
1-8
Only the best is good enough for Lexus customers
1-9
Obtaining Products
1-10
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.
1-11
Are both forms of exchange?
Transactions Transfers
1-12
What is Marketed?
Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas
1-13
Marketing Goods
1-14
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.
1-15
Demand States
Nonexistent Latent
Declining Irregular
Full UnwholesomeOverfull
Negative
1-16
Figure 1.1 Structure of Flows in a Modern Exchange Economy
1-17
Figure 1.2 A Simple Marketing System
1-18
Key Customer Markets
Consumer Markets
Business Markets
Global Markets
Nonprofit/ Government Markets
1-19
Global Markets
Coke is represented at the first China International Beverage Festival in Beijing in 2003
1-20
The marketplace isn’t what it used to be…
Changing technology
Globalization
Deregulation
Privatization
Empowerment
Customization
Convergence
Disintermediation
1-21
Company Orientations
Production
Selling Marketing
Product
1-22
Figure 1.3 Holistic Marketing Dimensions
1-24
Figure 1.4 The Four P’s
1-25
Figure 1.5 Marketing-Mix Strategy
1-26
Marketing Mix and the Customer
Four P’s• Product• Price• Place• Promotion
Four C’s• Customer solution• Customer cost• Convenience• Communication
1-27
Corporate Social Initiatives
1-28
Corporate Social Initiatives
1-29
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
1-30
I want it, I need it…
5 Types of Needs
• Stated needs• Real needs• Unstated needs• Delight needs• Secret needs
1-31
Figure 1.6 Factors Influencing Marketing Strategy
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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
1-33
Marketing Debate
Does Marketing Create or Satisfy Needs?
1-34
Marketing Discussion
Are there any themes that emerge in the broad shiftsin marketing? Can they be
related to the major societalforces? Expand.