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Marketing Management, 12/e A South Asian Perspective 1 Defining Marketing for the 21 st Century Kotler Koshy Keller Jha
Chapter Questions ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
What is Marketing Management? 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.
For an exchange to occur….. ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is Marketed? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Demand States ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Customer Markets ,[object Object],[object Object],[object Object],[object Object]
The marketplace isn’t what it used to be…. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Company Orientations ,[object Object],[object Object],[object Object],[object Object]
Marketing Mix and the Customer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Core Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
I want it, I need it….. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Management Tasks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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  • 1. Marketing Management, 12/e A South Asian Perspective 1 Defining Marketing for the 21 st Century Kotler Koshy Keller Jha
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  • 3. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
  • 4. What is Marketing Management? 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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