Marketing
420 MKTContemporary Issues in
Marketing
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What is Marketing?• Marketing is managing
profitable customer relationships Attracting new customers Retaining and growing
current customers• “Marketing” is NOT
synonymous with “sales” or “advertising”
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What is Marketing?• Kotler’s social definition:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
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• Goods• Services• Experiences• Events• Persons
• Places• Properties• Organizations• Information• Ideas
Many Things Can Be Marketed!
What is Marketing?
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• Goods• Services• Experiences• Events• Persons
• Places• Properties• Organizations• Information• Ideas
Many Things Can Be Marketed!
What is Marketing?
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What is the difference between
Customer and consumer?
What is Marketing?
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Marketing Management
• Production concept
• Product concept
• Selling concept
• Marketing concept• Societal marketing concept
Management Orientations
Marketing Management
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Marketing Mix• Product• Price• Place• Promotion
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Marketing Mix
7Cs Service Marketing Mix?
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Key Environments• Marketing Environment
The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers.
Aspects of the marketing environment: Microenvironment Macroenvironment
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Factors Affecting a Firm’s Ability
to Serve Customers
The Microenvironment
• Company• Suppliers• Customer
Markets
• Competitors• Publics• Marketing
Intermediaries
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The Microenvironment
• Departments within the company impact marketing planning.
• Suppliers help create and deliver customer value. Treat suppliers as partners.
• Marketing intermediaries help sell, promote, and distribute goods. Intermediaries take many forms.
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The Macroenvironment
• Customer markets must be studied. Consumer, business, government,
reseller and international markets exist.
• Successful companies provide better customer value than the competition. Size and industry position help to
determine the appropriate competitive strategy.
• Various publics must also be considered.
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Types of Publics
The Microenvironment
• Financial• Media• Government
• Local• General• Internal
• Citizen Action
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Macroenvironmental Forces
The Macroenvironment
• Demographic
• Economic• Natural
• Technological
• Political• Cultural
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Macroenvironmental Forces
The Macroenvironment
PESTLE
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World Changes
• Technology• Globalization• Environmentalism
