Bài giảng MARKETING MANAGEMENT LECTURE NOTES: chap 1 defining marketing for 21st century

1/11/2018

Phillip

Kevin Lane

Kotler • Keller
Marketing Management • 14e

Defining Marketing for the 21st 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
successful marketing management?
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Marketing

Demand

Jobs

Revenue

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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What is Marketed?
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Persons

Experiences
Events
Properties
Organizations
Information
Ideas

Goods
Places

Services
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Who markets?
Response
Attention
Purchase
Donation
Vote

Prospect

Marketer
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Types of Demand

Unwholesome

Negative
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No demands

Latent demand
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Types of Demand

Declining demand

Full demand

Irregular demand

Overfull demand

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Markets

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Simple Marketing System

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Key Customer Markets
Global Markets

Consumer Market

Business Markets

Government Market

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Markets

Marketplaces

Marketspaces

Metamarkets
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Core Marketing Concepts
Needs, Wants, and Demands

Target Markets, Positioning,
and Segmentation

Offerings and Brands

Value and Satisfaction
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Core Marketing Concepts
Marketing Channels

Supply Chain

Marketing Environment

Competition

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The New Marketing Realities
Globalization
Information
Technology

Collect
Information

Major Societal
Forces
Consumer
Information

Communicate
w/Customer

New Company
Capabilities
Differentiate
Goods

Increased
Competition

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Who is Responsible for Marketing?
Entire Organization
Marketing Department

Chief Marketing Officer

(CMO)

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Marketing Concepts

Quality
Innovation

Production

Create, deliver, and
communicate value

Product

Mass production
Mass distribution

Selling

Marketing

Holistic

Unsought goods
Overcapacity

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Holistic Marketing Dimensions

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Relationship Marketing

Build long-term relationships

Develop marketing networks

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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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Marketing Management Tasks
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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

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