Kotler • KellerPhillip Kevin Lane

Marketing Management • 14e

Defining Marketing for the 21st Century

Chapter 1

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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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Jobs

Profits Giving

Defined

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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.

Defined

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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?

Marketer Prospect

Attention

Purchase

Donation

Vote

Response

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Types of Demand

Negative

• Nonexistent• Latent• Full• Overfull

DecliningUnwholesome

Irregular

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MarketsFig

ure 1.1

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Simple Marketing SystemFigure 1.2

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Key Customer MarketsGlobal Markets

Business Markets Government Market

Consumer 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 ConceptsMarketing Channels

CompetitionMarketing Environment

Supply Chain

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The New Marketing Realities

Information Technology

Globalization

Increased Competition

Consumer Information

Communicate w/CustomerCollect

Information

Differentiate Goods

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Who is Responsible for Marketing?

Chief Marketing Officer(CMO)

Entire Organization

Marketing Department

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HolisticMarketing

Marketing Concepts

SellingProductProductionMass productionMass distribution

QualityInnovation

Unsought goodsOvercapacity

Create, deliver, and communicate value

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Holistic Marketing DimensionsFigure 1.3

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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

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Performance Marketing

Social Responsibility

Financial Accountability

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The Four P’s of the Marketing MixFigure 1.4

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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