Publishing as Prentice Hall Slide 4 of 25Marketing Demand Revenue Jobs Profits Giving Copyright © 2012 Pearson Education, Inc?. Publishing as Prentice Hall Slide 6 of 25 Marketing manage
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Defining Marketing for the 21 st Century
Discussion Questions
1 Why is marketing important?
2 What is the scope of marketing?
3 What are some fundamental
marketing concepts?
4 How has marketing management
changed in recent years?
5 What are the task necessary for
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Marketing
Demand
Revenue
Jobs
Profits Giving
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Marketing is the activity, set of
institutions, and processes for creating,
communicating, delivering, and
exchanging offers that have
value for customers, clients, partners,
and society at large.
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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.
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• Experiences
• Events
• Properties
• Organizations
• Information
• Ideas What is Marketed?
Places Persons
Services
Goods
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Who markets?
Attention Purchase Donation Vote
Response
Types of Demand
Unwholesome No demands
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Types of Demand
Declining demand Irregular demand
Full demand Overfull demand
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Markets
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Simple Marketing System
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Key Customer Markets
Global Markets
Business Markets Government Market
Consumer Market
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Markets
Marketplaces Marketspaces
Metamarkets
Core Marketing Concepts
Needs, Wants, and Demands Target Markets, Positioning,
and Segmentation
Offerings and Brands
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Core Marketing Concepts
Marketing Channels
Competition Marketing Environment
Supply Chain
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The New Marketing Realities
New Company Capabilities
Major Societal
Forces
Information
Technology
Globalization
Increased
Competition
Consumer
Information
Communicate w/Customer Collect
Information
Differentiate Goods
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Who is Responsible for Marketing?
Chief Marketing Officer
(CMO) Entire Organization
Marketing Department
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Holistic Marketing
Marketing Concepts
Selling Product
Production
Mass production
Mass distribution
Quality
Innovation
Unsought goods Overcapacity
Create, deliver, and communicate value
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Holistic Marketing Dimensions
Relationship Marketing
Build long-term relationships
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Integrated Marketing
Create, communicate, and deliver customer value
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Internal Marketing
• Employees are treated as “internal customers”
• The goal of internal marketing is to align every aspect of
a company’s internal employees providing value to
customers.
• Any time a customer interacts with an employee, it
affects their overall satisfaction
• customer satisfaction is deeply dependent on the
performance of a company's staff.
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Performance Marketing
Social Responsibility
Financial Accountability
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The Four P’s of the Marketing Mix
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• Developing market strategies and plans
• Capturing marketing insights
• Connecting with customers
• Building strong brands
• Shaping market offerings
• Delivering value
• Communicating value
• Creating long-term growth
Marketing Management Tasks