Kotler • Keller Phillip Kevin Lane

Marketing Management • 14e

Defining  Marke,ng  for  the  21st  Century  

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Discussion  Ques,ons  

1.  Why  is  marke,ng  important?  

2.  What  is  the  scope  of  marke,ng?  

3.  What  are  some  fundamental  marke,ng  concepts?  

4.  How  has  marke,ng  management  changed  in  recent  years?  

5.  What  are  the  task  necessary  for  successful  marke,ng  management?  

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Marke,ng  

Demand  

Revenue  

Jobs  

Profits   Giving  

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Marke&ng  is  the  ac,vity,  set  of  ins,tu,ons,  and  processes  for  crea,ng,  communica,ng,  delivering,  and  exchanging  offers  that  have  value  for  customers,  clients,  partners,    and  society  at  large.  

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Marke&ng  management  is  the  art  and  science  of  choosing  target  markets  and  geTng,  keeping,  and  growing  customers  through  crea,ng,  delivering,  and  communica,ng  superior    customer  value.  

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•  Experiences  •  Events  •  Proper,es  •  Organiza,ons  •  Informa,on  •  Ideas  

What  is  Marketed?  

Places  

Persons  

Services  

Goods  

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Who  markets?  

Marketer   Prospect  

AZen,on  

Purchase  

Dona,on  

Vote  

Response  

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Types  of  Demand  

Nega,ve  

•  Nonexistent  •  Latent  •  Full  •  Overfull  

Declining  Unwholesome  

Irregular  

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Markets  

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Simple  Marke,ng  System  

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Key  Customer  Markets  Global  Markets  

Business  Markets   Government  Market  

Consumer  Market  

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Markets  

Marketplaces   Marketspaces  

Metamarkets  

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Core  Marke,ng  Concepts  

Needs,  Wants,  and  Demands   Target  Markets,  Posi,oning,  and  Segmenta,on  

Offerings  and  Brands  

Value  and  Sa,sfac,on  

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Core  Marke,ng  Concepts  Marke,ng  Channels  

Compe,,on  Marke,ng  Environment  

Supply  Chain  

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The  New  Marke,ng  Reali,es  

New  Company  Capabili,es  

Major  Societal  Forces  

Informa,on  Technology  

Globaliza,on  

Increased  Compe,,on  

Consumer  Informa,on  

Communicate  w/Customer  Collect  

Informa,on  

Differen,ate  Goods  

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Who  is  Responsible  for  Marke,ng?  

Chief  Marke,ng  Officer  (CMO)  

En,re  Organiza,on  

Marke,ng  Department  

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Holis,c  Marke,ng  

Marke,ng  Concepts  

Selling  Product  Produc,on  Mass  produc,on  Mass  distribu,on  

Quality  Innova,on  

Unsought  goods  Overcapacity  

Create,  deliver,  and  communicate  value  

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Holis,c  Marke,ng  Dimensions  

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Rela,onship  Marke,ng  

Build  long-­‐term  rela,onships  

Develop  marke,ng  networks  

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Integrated  Marke,ng  

Create,  communicate,  and  deliver  customer  value  

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Internal  Marke,ng  

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Performance  Marke,ng  

Social  Responsibility  

Financial  Accountability  

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The  Four  P’s  of  the  Marke,ng  Mix  

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•  Developing  market  strategies  and  plans  •  Capturing  marke,ng  insights  •  Connec,ng  with  customers  •  Building  strong  brands  •  Shaping  market  offerings  •  Delivering  value  •  Communica,ng  value  •  Crea,ng  long-­‐term  growth  

Marke,ng  Management  Tasks