Giáo án Marketing Management Chapter 1 Defining marketing for the 21st century Why is marketing important? What is the scope of marketing? what are some fundamental marketing concepts? How has marketing management change? What are the tasks necessary for successful marketing management?
Kotler Kevin Lane Keller Philip Defining marketing for the 21st century Marketing Management, 13th Ed Objective outline Why is marketing important? What is the scope of marketing? what are some fundamental marketing concepts? How has marketing management change? What are the tasks necessary for successful marketing management? Contents The important of marketing The scope of marketing Core marketing concepts New marketing realities Company orientation toward the marketplace Marketing management task Debate and discussion Part The important of marketing Good Marketing is No Accident Starbucks plans to ensure its marketing successes in countries around the world The important of marketing A top line activity for creating a bottom line The creation of Chief Marketing Officer (CMO) title One survey of the top 10 challenges CEOs face around the world in 2006 The importance of building brands and a loyal customer base, intangible assets Marketing is tricky Achilles’ heel of many formerly prosperous companies Skillful Marketing is a never-ending pursuit Part The scope of marketing 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 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 Selling is only the tip of the iceberg PETER DRUCKER “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.”