Kotler Mm 14e 01 Ippt
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Transcript of Kotler Mm 14e 01 Ippt
1Defining
Marketing for the 21st
Century
1
What is Marketing?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-2
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.
What is Marketing Management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
What is Marketed?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-4
• Goods (products)
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
1-5
Marketing Can Promote Ideas
1-6
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
The Basic Profit Equation
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-7
Profit =
The Basic Profit Equation
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-8
Profit = Revenues – Costs
Figure 1.1 Structure of Flows in Modern Exchange Economy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-9
Figure 1.2 A Simple Marketing SystemA.K.A. The Exchange Process
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-10
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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-11
1-12
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.
Needs. Wants. Demands.
1-13
Target Markets, Positioning & Segmentation
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-14
Offerings and Brands
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-15
Value and Satisfaction
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-16
Marketing Channels
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-17
Communication
Distribution
Service
Broad Marketing Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-18
Demographic Economic
Socio-cultural
NaturalTechnological
Political-legal
Company Orientations
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-19
Production
Product
Selling
Marketing
Holistic Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-20
Performance Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-21
Financial Accountability
Social Responsibility Marketing
The Marketing MixThe Four Ps
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-22
The New Four Ps
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-23
Processes
People
Programs
Performance
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 1-24