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- 1. 1
Defining Marketing
for the 21st Century
Marketing Management, 13th ed
- 2. 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
- 3. 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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 4. 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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 5. What is Marketed?
• Goods • Places and
• Services properties
• Events and • Organizations
experiences • Information
• Persons • Ideas
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 6. Demand States
• Negative • Irregular
• Nonexistent • Unwholesome
• Latent • Full
• Declining • Overfull
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 7. Key Customer Markets
• Consumer markets
• Business markets
• Global markets
• Nonprofit/Government markets
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 8. Company Orientations
• Production
• Product
• Selling
• Marketing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 9. Marketing Mix and the Customer
Four Ps Four Cs
• Product • Customer
• Price solution
• Place • Customer cost
• Promotion • Convenience
• Communication
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 10. Core Concepts
• Needs, wants, and • Marketing
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
- 11. Marketing Management Tasks
• Developing • Shaping market
marketing offerings
strategies • Delivering value
• Capturing • Communicating
marketing insights value
• Connecting with • Creating long-
customers term growth
• Building strong
brands
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 12. 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
- 13. 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
- 14. 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
- 15. 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
- 16. 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
- 17. 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