Defining Market for 21st Century by Kotler

2. Marketing Management Tasks include:
• Developing Marketing Strategies and Plans
• Assessing Market Opportunities and Customer
Value
• Choosing Value
• Designing Value
• Delivering Value
• Communicating Value
• Sustaining Growth and Value

3. Developing Marketing Strategies and
Plans
The first and foremost task is to identify its
potential long-run opportunities, given market
experience and core competencies.

4. Assessing Market Opportunities and
Customer Value
• The firm must closely monitor its marketing
environment by dependable market research
system to asses market potential and forecast
demand.

5. • The firm may use sales-response functions that
show how the amount of money spent in each
application will affect the sales and profits.
• The firm must consider how to create value for
its chosen target market, and develop strong,
long term relationships with customers.
• To do so, firm needs to understand consumer
markets.

6. Choosing Value
• The firm must divide the market
into segments and choose the target
market.
• Should pay close attention to
competitors.
• Understanding strengths and
weakness, should develop strategies
for competitive differentiation in
long run.

7. Designing Value
• The heart of marketing, “Product”, which
includes product quality, design, features, and
packaging.
• May also think of leasing, delivery, repair and
major role goes to pricing.

8. Delivering Value
• The product must be
made accessible and
available to target
customers.
• The firm must deal with
various types of retailers,
wholesalers and physical
distribution firms and
make up their decisions.

9. Communicating Value
• The firm must develop integrated marketing
communication program that maximizes the
individual and collective contribution of all
communication activities.
• Should start advertising,
sales promotion events and
develop public relations, in form
of direct and interactive marketing
by trained salesman.

10. Sustaining Growth and Value
• The firm must also
initiate new product
development, testing, and
launching as part of its
long-term view, taking into
account global
opportunities & challenges.
• Finally firm must build a marketing organisation
capable of implementing marketing plan

11. Interested to know more, Refer
Available in All Leading
Stores,
A South Asian Prospective
Marketing Management
14th Edition, Philip Kotler

12. Credits:
• iStockPhoto.com for professional Pics.
• Colorlovers.com for Colour Scheming.
• Images.Google.com for Advertisements Images and Brand Images and also Indian
local image base.
• A South Asian Perspective to Marketing Management 14th Edition Book by Kotler,
Chapter 1: Defining Marketing for 21st Century.
A Shashank Motepalli Presentation
Thanks