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