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Marketing management-by-philip-kotler-1

  1. 1. PowerPoint by Milton M. Pressley Creative Assistance by D. Carter and S. Koger 1-1 www.bookfiesta4u.com
  2. 2. Chapter 1 Defining Marketing for the 21st Century by PowerPoint by Milton M. Pressley University of New Orleans 1-2 www.bookfiesta4u.com
  3. 3. Kotler on Marketing The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations. 1-3 www.bookfiesta4u.com
  4. 4. Chapter Objectives In this chapter we will address the following questions: What is the new economy like? What are the tasks of marketing? What are the major concepts and tools of marketing? What orientations do companies exhibit in the marketplace? How are companies and marketers responding to the new challenges? 1-4 www.bookfiesta4u.com
  5. 5. The New Economy Substantial increase in buying power A greater variety of goods and services A greater amount of information about practically anything A greater ease in interacting and placing and receiving orders An ability to compare notes on products and services 1-5 www.bookfiesta4u.com
  6. 6. The New Economy Websites can provide companies with powerful new information and sales channels. Companies can collect fuller and richer information about markets, customers, prospects and competitors. Companies can facilitate and speed up communications among employees. Companies can have 2-way 2- communication with customers and prospects 1-6 www.bookfiesta4u.com
  7. 7. The New Economy Companies can send ads, coupons, samples, information to targeted customers. Companies can customize offerings and services to individual customers. The Internet can be used as a communication channel for purchasing, training, and recruiting. Companies can improve logistics and operations for cost savings while improving accuracy and service quality. 1-7 www.bookfiesta4u.com
  8. 8. The three major challenges faced by businesses today are globalization, advances in technology, and deregulation. Which of these affords the greatest opportunity for established businesses? Which affords the greatest opportunities for new businesses? Why? 1-8 www.bookfiesta4u.com
  9. 9. Marketing Task Ten rules of radical marketing The CEO must own the marketing function. Make sure the marketing department starts small and flat and stays small and flat. Get face to face with the people who matter most – the customers. Use market research cautiously. Hire only passionate missionaries. 1-9 www.bookfiesta4u.com
  10. 10. Marketing Task Love and respect your customers. Create a community of consumers. Rethink the marketing mix. Celebrate common sense. Be true to the brand. Three stages of marketing practice Entrepreneurial Marketing Formulated Marketing Intrepreneurial Marketing 1-10 www.bookfiesta4u.com
  11. 11. The Scope of Marketing Marketing: typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses. 1-11 www.bookfiesta4u.com
  12. 12. 1. Negative A major part of the market dislikes the demand product and may even pay a price to Table 1.1 avoid it—vaccinations, dental work, it— Demand vasectomies, and gallbladder operations, for instance. Employers have States and a negative demand for ex-convicts and ex- Marketing alcoholics as employees. The marketing task is to analyze why the market Tasks dislikes the product and whether a marketing program consisting of product redesign, lower prices, and more positive promotion can change beliefs and attitudes. 2. No demand Target consumers may be unaware of or uninterested in the product. Farmers may not be interested in a new farming method, and college students may not be interested in foreign-language foreign- courses. The marketing task is to find ways to connect the benefits of the product with people’s natural needs and interests. See text for complete table 1-12 www.bookfiesta4u.com
  13. 13. Can you name a category of products for which your negative feelings have softened? What precipitated this change? 1-13 www.bookfiesta4u.com
  14. 14. The Scope of Marketing Places Goods Properties Services Organizations Experiences Information Events Ideas Persons 1-14 www.bookfiesta4u.com
  15. 15. The Decisions Marketers Make Consumer Markets Business Markets Global Markets Nonprofit and Governmental Markets 1-15 www.bookfiesta4u.com
  16. 16. Marketing Concepts and Tools Defining Marketing Marketing Marketing management Core Marketing Concepts Target Markets and Segmentation 1-16 www.bookfiesta4u.com
  17. 17. Figure 1-1: A Simple Marketing System 1-17 www.bookfiesta4u.com
  18. 18. Marketing Concepts and Tools Marketplace, Marketspace, and Metamarket 1-18 www.bookfiesta4u.com
  19. 19. Marketing Concepts and Tools Marketers and Prospects Needs, Wants, and Demands Product, Offering, and Brand Value and Satisfaction Customer value triad Value Value = Benefits / Costs = (Functional benefits + Emotional benefits) / (Monetary costs + Time costs + Energy costs + Psychic costs) 1-19 www.bookfiesta4u.com
  20. 20. Marketing Concepts and Tools Exchange and Transactions Exchange Transaction Barter Transfer Behavioral response 1-20 www.bookfiesta4u.com
  21. 21. Marketing Concepts and Tools Relationships and Networks Relationship marketing Marketing network Marketing Channels Supply Chain Competition 1-21 www.bookfiesta4u.com
  22. 22. Marketing Concepts and Tools Brand competition Industry competition Form competition Generic competition Marketing environment Task environment Broad environment Marketing Program Marketing program Marketing mix 1-22 www.bookfiesta4u.com
  23. 23. Company Orientations Toward the Marketplace Production Concept Product concept Selling Concept Marketing Concept 1-23 www.bookfiesta4u.com
  24. 24. Company Orientations Toward the Marketplace Target Market Customer Needs Stated needs Real needs Unstated needs Delight needs Secret needs 1-24 www.bookfiesta4u.com
  25. 25. Company Orientations Toward the Marketplace Integrated Marketing External marketing Internal marketing 1-25 www.bookfiesta4u.com
  26. 26. Company Orientations Toward the Marketplace Profitability Sales decline Slow growth Changing buying patterns Increasing competition Increasing marketing expenditures 1-26 www.bookfiesta4u.com
  27. 27. Company Orientations Toward the Marketplace Societal Marketing Concept Cause- Cause-related marketing 1-27 www.bookfiesta4u.com
  28. 28. Can you identify the trends that have made the marketing concept, the customer concept, and the societal marketing concept more attractive models for contemporary marketing managers? 1-28 www.bookfiesta4u.com
  29. 29. How Business and Marketing are Changing Customers Brand manufacturers Store- Store-based retailers 1-29 www.bookfiesta4u.com
  30. 30. How Business and Marketing are Changing Company responses and adjustments Reengineering Partner- Partner-suppliers Outsourcing Market- Market-centered E-commerce Global and local Benchmarking Decentralized Alliances 1-30 www.bookfiesta4u.com
  31. 31. How Business and Marketing are Changing Marketer Responses and Adjustments Customer relationship Integrated marketing marketing communications Customer lifetime value Channels as partners Customer share Every employee a Target marketing marketer Customization Model- Model-based decision Customer database making 1-31 www.bookfiesta4u.com