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01 Defining Marketing For 21st Century

The document defines marketing and marketing management, discusses the scope and concepts of marketing including the marketing mix and customer orientations, and outlines the key tasks of marketing management such as developing strategies, connecting with customers, and creating long-term growth.

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susilokenzi04
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26 views17 pages

01 Defining Marketing For 21st Century

The document defines marketing and marketing management, discusses the scope and concepts of marketing including the marketing mix and customer orientations, and outlines the key tasks of marketing management such as developing strategies, connecting with customers, and creating long-term growth.

Uploaded by

susilokenzi04
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 17

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
benefitthe organization and
its stakeholders.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-3


What is Marketing Management?

Marketing management
is theart 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 • Places and


• Services properties
• Events and • Organizations
experiences • Information
• Persons • Ideas

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-5


Demand States

• Negative • Irregular
• Nonexistent • Unwholesome
• Latent • Full
• Declining • 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 Four Cs
• Product • Customer
• Price solution
• Place • Customer cost
• Promotion • Convenience
• Communicatio
n

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-9


Core Concepts

• Needs, wants, • Marketing


and demands channels
• Target markets, • Supply chain
positioning, • Competition
segmentation • Marketing
• Offerings and environment
brands • Marketing
• Value and planning
satisfaction
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-10
Marketing Management Tasks

• Developing • Shaping
marketing market
strategies offerings
• Capturing • Delivering
marketing value
insights • Communicating
• Connecting with value
customers • Creating long-
• Building strong term growth
brands
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 Initiatives
• Social Responsibility • Corporate social
Marketing 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

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