Philip Kotler Marketing

Marketing Management Basic Concepts

What is Marketing? ,[object Object]

Needs, Wants, & Demands ,[object Object],[object Object]

Products ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing ,[object Object],[object Object]

Relationship Marketing ,[object Object]

Marketing Concept ,[object Object]

Selling vs. Marketing ,[object Object],[object Object],[object Object]

Societal Marketing ,[object Object]

Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Price ,[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object]

Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4 P’s vs. 4 C’s ,[object Object],[object Object],[object Object],[object Object]

Strategic Business Unit (SBU) ,[object Object],[object Object],[object Object]

BCG Model ,[object Object],[object Object],[object Object],[object Object]

BCG Model ,[object Object],[object Object]

SBU Strategies ,[object Object],[object Object],[object Object],[object Object]

SBU Strategies ,[object Object],[object Object]

SBU Strategies ,[object Object],[object Object],[object Object]

SWOT Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

Strengths/Weaknesses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Finance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Organization ,[object Object],[object Object],[object Object],[object Object]

Opportunities ,[object Object],[object Object],[object Object]

Threats ,[object Object],[object Object]

Porter’s generic strategies 3 game plans

Porter’s generic strategies ,[object Object]

Porter’s generic strategies ,[object Object],[object Object]

Marketing Plan ,[object Object],[object Object],[object Object],[object Object]

Marketing Information System (MIS) ,[object Object],[object Object],[object Object]

Marketing Information System (MIS) ,[object Object]

Marketing Information System (MIS) ,[object Object],[object Object]

Marketing Research Process ,[object Object],[object Object],[object Object],[object Object]

Developing the Research Plan ,[object Object],[object Object],[object Object],[object Object]

Developing the Research Plan ,[object Object],[object Object]

Developing the Research Plan ,[object Object]

Developing the Research Plan ,[object Object],[object Object],[object Object]

Probability & Nonprobability Samples ,[object Object],[object Object],[object Object],[object Object],[object Object]

Nonprobability Sample ,[object Object],[object Object],[object Object]

Collect the information ,[object Object]

Analyze the information ,[object Object]

Present the findings ,[object Object]

Characteristics of good MR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Demand ,[object Object],[object Object]

Market Potential ,[object Object],[object Object],[object Object]

Company Sales Potential ,[object Object],[object Object],[object Object]

Estimating Demand ,[object Object],[object Object],[object Object],[object Object]

Estimating Demand ,[object Object],[object Object]

Estimating Demand ,[object Object]

PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

VALS System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

VALS System ,[object Object],[object Object],[object Object]

VALS System ,[object Object],[object Object]

Maslow’s Hierarchy of Needs ,[object Object],[object Object],[object Object],[object Object],[object Object]

Herzberg’s Theory ,[object Object],[object Object],[object Object]

Buying Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Stages ,[object Object],[object Object],[object Object],[object Object],[object Object]

Business markets & business buying behavior ,[object Object],[object Object],[object Object],[object Object],[object Object]

Business markets & business buying behavior ,[object Object],[object Object],[object Object]

Business markets & business buying behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Business markets & business buying behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Institutional/Govt. Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dealing with competition ,[object Object],[object Object],[object Object]

Porter’s Model ,[object Object],[object Object],[object Object]

Dealing with competition - market leader ,[object Object],[object Object],[object Object],[object Object]

Dealing with competition - market leader ,[object Object],[object Object],[object Object],[object Object],[object Object]

Dealing with competition - market leader ,[object Object],[object Object]

Dealing with competition - market leader ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dealing with competition – market challenger ,[object Object],[object Object],[object Object],[object Object],[object Object]

Market follower ,[object Object],[object Object],[object Object],[object Object]

Market nicher ,[object Object],[object Object],[object Object]

Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Segmentation ,[object Object],[object Object],[object Object],[object Object]

Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Demographic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Demographic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Psychographic ,[object Object],[object Object]

Behavioral ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Business Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object]

PLC ,[object Object],[object Object],[object Object],[object Object]

Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

New product development ,[object Object],[object Object],[object Object]

New product development ,[object Object],[object Object]

Market testing ,[object Object],[object Object]

Consumer adoption process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Adopter categorization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Global market offerings ,[object Object],[object Object],[object Object],[object Object]

Global market offerings ,[object Object],[object Object],[object Object],[object Object],[object Object]

The 4 P’s ,[object Object],[object Object],[object Object],[object Object]

DETERGENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TOOTHPASTE ,[object Object],[object Object]

SOAP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DIAPERS ,[object Object],[object Object]

PAPER TISSUE ,[object Object],[object Object],[object Object],[object Object]

WIDTH ,[object Object],[object Object]

LENGTH ,[object Object],[object Object],[object Object]

DEPTH ,[object Object],[object Object],[object Object],[object Object],[object Object]

CONSISTENCY ,[object Object],[object Object]

PRODUCT LINE DECISIONS ,[object Object],[object Object],[object Object]

4 TYPES OF PRODUCTS IN PCs ,[object Object],[object Object],[object Object],[object Object]

PRODUCT-LINE LENGTH ,[object Object],[object Object],[object Object],[object Object]

UPMARKET STRETCH ,[object Object],[object Object]

2 WAY STRETCH ,[object Object],[object Object],[object Object]

LINE FILLING ,[object Object],[object Object]

WHAT IS A BRAND? Name, term, sign, symbol, design, or a combination intended to identify & differentiate

6 levels of meaning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Building brand identity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand bonding ,[object Object]

Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advantages of Brand Equity ,[object Object],[object Object],[object Object],[object Object]

Most valuable brands (2001) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Branding Decisions ,[object Object],[object Object],[object Object]

Brand Sponsor Decision ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand name decision Individual names e.g. HLL/P&G

Blanket family names ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Corporate name combined with individual product names ,[object Object],[object Object]

Desirable qualities of a brand name ,[object Object],[object Object],[object Object],[object Object]

Desirable qualities of a brand name ,[object Object],[object Object],[object Object]

Brand building tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand building tools (Cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Brand strategy decision ,[object Object],[object Object]

Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Multibrand ,[object Object],[object Object],[object Object],[object Object],[object Object]

Co-Brand ,[object Object],[object Object],[object Object],[object Object]

Packaging ,[object Object],[object Object]

Labeling ,[object Object],[object Object],[object Object],[object Object]

Services Any act or performance that is essentially intangible & does not result in ownership of anything. Its production may or may not be tied to a physical product.

Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Characteristics ,[object Object],[object Object],[object Object],[object Object]

Inseparability ,[object Object],[object Object],[object Object]

Perishability ,[object Object],[object Object],[object Object]

The 7 P’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Price ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

People ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Physical Evidence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Services Triangle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Moments of truth ,[object Object]

Managing demand & capacity ,[object Object],[object Object],[object Object],[object Object]

Strategies for matching capacity & demand ,[object Object]

Communicate with customers ,[object Object]

Modify time & location of service delivery ,[object Object]

Differentiate on price ,[object Object]

Managing with limited resources ,[object Object],[object Object],[object Object],[object Object]

Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object]

1. OFFERING ,[object Object],[object Object]

EXAMPLE ,[object Object],[object Object]

2. FASTER & BETTER DELIVERY ,[object Object],[object Object],[object Object]

3. IMAGE ,[object Object],[object Object]

MANAGING SERVICE QUALITY ,[object Object],[object Object],[object Object],[object Object],[object Object]

GAPS! ,[object Object],[object Object],[object Object],[object Object],[object Object]

MANAGING PRODUCTIVITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MANAGING PRODUCT SUPPORT SERVICES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PRICING One of the fundamental P’s

SETTING THE PRICE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SELECTING THE PRICING OBJECTIVE ,[object Object],[object Object]

2. MAXIMUM CURRENT PROFIT ,[object Object],[object Object],[object Object]

4. MAXIMUM MARKET SKIMMING ,[object Object],[object Object],[object Object],[object Object],[object Object]

5. PRODUCT-QUALITY LEADER ,[object Object],[object Object]

DETERMINING THE DEMAND ,[object Object],[object Object]

CONTINUED ,[object Object],[object Object],[object Object],[object Object]

ESTIMATING COSTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DIFFERENTIATED MARKETING OFFERS ,[object Object],[object Object]

TARGET COSTING ,[object Object]

PRICING METHODS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object]

CONTINUED ,[object Object],[object Object],[object Object]

CONTINUED ,[object Object],[object Object]

SELECTING THE FINAL PRICE ,[object Object],[object Object]

PRICE ADAPTION ,[object Object],[object Object],[object Object],[object Object]

CONTINUED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PRICE CHANGES ,[object Object],[object Object],[object Object],[object Object]

COMPETITOR PRICE CHANGE REACTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Channels The 3 rd P

Marketing Channels ,[object Object]

Channel functions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Channel Levels ,[object Object],[object Object],[object Object],[object Object]

Channel Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Channel Design ,[object Object],[object Object]

Channel Design ,[object Object],[object Object],[object Object],[object Object]

Channel Design ,[object Object],[object Object],[object Object]

Channel Management ,[object Object],[object Object],[object Object],[object Object],[object Object]

Channel Dynamics ,[object Object],[object Object]

Channel Dynamics ,[object Object],[object Object],[object Object],[object Object]

Channel Dynamics ,[object Object],[object Object],[object Object],[object Object],[object Object]

Channel Conflict ,[object Object],[object Object],[object Object],[object Object]

Legal/Ethical Issues ,[object Object]

Retailing All activities involved in selling goods or services directly to final customers for personal, non-business use. Any organization selling to final customers is retailing.

Types of retailers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont. ,[object Object],[object Object],[object Object],[object Object]

Cont. ,[object Object],[object Object]

Catalog showroom ,[object Object],[object Object]

Non-store retailing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Franchising ,[object Object],[object Object],[object Object],[object Object]

Wal-Mart ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4 P’s of Retailing *Product assortment & procurement ,[object Object],[object Object],[object Object],[object Object]

Cont. ,[object Object],[object Object],[object Object]

Place ,[object Object],[object Object],[object Object],[object Object],[object Object]

Retailing trends ,[object Object],[object Object],[object Object]

Wholesaling ,[object Object],[object Object],[object Object],[object Object]

Why Wholesalers? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Major wholesaler types ,[object Object],[object Object],[object Object],[object Object]

4 P’s of wholesaling ,[object Object],[object Object],[object Object],[object Object]

Market Logistics (SCM) ,[object Object],[object Object],[object Object],[object Object]

Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market logistics decisions ,[object Object],[object Object],[object Object]

Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Golden rules ,[object Object],[object Object],[object Object]

Integrated Marketing Communication The 4 th P

Integrated Marketing Communication A & SP PR Personal Selling Direct Marketing

A & SP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sales Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Personal Selling ,[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8 steps in communication ,[object Object],[object Object],[object Object],[object Object]

Image Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Image Analysis ,[object Object],[object Object],[object Object]

Image Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

Determine the communication objective ,[object Object],[object Object],[object Object],[object Object]

Hierarchy-of-effects model ,[object Object],[object Object],[object Object]

Design the message ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Select the communication channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Nonpersonal channels ,[object Object],[object Object],[object Object],[object Object],[object Object]

Establish total marketing communications budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Deciding on the marketing communications mix ,[object Object],[object Object],[object Object],[object Object],[object Object]

Promotional tools ,[object Object],[object Object],[object Object],[object Object],[object Object]

Factors in mktg. communication mix ,[object Object],[object Object],[object Object],[object Object]

Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Deciding on media ,[object Object],[object Object],[object Object],[object Object]

Relationship between R, F & I ,[object Object],[object Object],[object Object],[object Object],[object Object]

Choosing media types ,[object Object],[object Object],[object Object],[object Object],[object Object]

Philip Kotler Marketing

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