kotler mm15e inppt 01

8/18/2019 Kotler Mm15e Inppt 01

1/42


2/42

Learning ObjectivesLearning Objectives1.

Why is marketing important?2. What is the scope of marketing?

3. What are some core marketing concepts?

4. What forces are de ning the new marketing

realities?5. What new capabilities have these forces given

cons mers and companies?

!. What does a holistic marketing philosophy incl de?

". What tasks are necessary for s ccessf l marketingmanagement?

Copyright © 2016 Pearson Education, Inc. 1-2


3/42

#he $al e of %arketing #he $al e of %arketing

• &inancial s ccess often depends onmarketing ability

• ' ccessf l marketing b ilds demand forprod cts and services( which( in t rn(creates )obs

• %arketing b ilds strong brands and a loyal

c stomer base( intangible assets thatcontrib te heavily to the val e of a rm



4/42

#he 'cope of %arketing #he 'cope of %arketing

• Marketing is abo t identifying andmeeting h man and social needs

• *%*+s formal de nition, Marketing is theactivity, set of institutions, and processesfor creating, communicating, delivering,and exchanging o erings that have value

for customers, clients, partners, andsociety at large



5/42

%arketing %anagement%arketing %anagement

• #he art and science of choosingtarget markets and getting( keeping(and growing c stomers thro ghcreating( delivering( andcomm nicating s perior c stomerval e

- /0 # 261! /7* ' 8 79:-*# 8( 8-. 1;5Copyright © 2016 Pearson Education, Inc. 1-5


6/42


7/42

• /laces• /roperties

• rgani=ations

• nformation

• deas

- /0 # 261! /7* ' 8 79:-*# 8( 8-. 1;"Copyright © 2016 Pearson Education, Inc. 1-

What is %arketed?What is %arketed?


8/42

Who %arkets?Who %arkets?

• * marketer is someone who seeks aresponse>attention( a p rchase( a

vote( a donation>from anotherparty( called the prospect

- /0 # 261! /7* ' 8 79:-*# 8( 8-. 1;Copyright © 2016 Pearson Education, Inc. 1-!


9/42

9emand 'tates 9emand 'tates• 8egative• 8one


10/42

&ig. 1.1&ig. 1.1'tr ct re f &lows n * %odern'tr ct re f &lows n * %odern

7


11/42

&ig. 1.2&ig. 1.2* 'imple %arketing 'ystem* 'imple %arketing 'ystem



12/42

Bey - stomer %arketsBey - stomer %arkets• -ons mer markets• C siness markets• lobal markets

• 8onpro t D governmental markets



13/42

-ore %arketing -oncepts-ore %arketing -oncepts• Needs , the basic h man

reE irements s ch as for air( food(water( clothing( and shelter

• Wants , speci c ob)ects that mightsatisfy the need

• Demands , wants for speci cprod cts backed by an ability to pay



14/42

#ypes of 8eeds #ypes of 8eeds

#$%$E&

'E%(

)*#$%$E&

&E(I+ $

#EC'E$



15/42

• #arget markets

• /ositioning

•'egmentation


-ore %arketing -oncepts-ore %arketing -oncepts


16/42

• Value proposition , a set of bene tsthat satisfy those needs

• O erings , a combination of prod cts(services( information( and e


17/42

• %arketing channels

C )*IC%$I *

&I#$'I/)$I *

#E' ICE

- /0 # 261! /7* ' 8 79:-*# 8( 8-. 1;1"Copyright © 2016 Pearson Education, Inc. 1-1



18/42

• /aid media, #$( maga=ine and displayads( paid search( and sponsorships

• wned media, a company or brandbroch re( web site( blog( facebookpage( or twitter acco nt

• 7arned media, word of mo th( b ==(or viral marketing

- /0 # 261! /7* ' 8 79:-*# 8( 8-. 1;1Copyright © 2016 Pearson Education, Inc. 1-1!



19/42

• "mpressions , occ r whencons mers view a comm nication

• #ngagement , the e


20/42

• Value , a combination of E ality(service( and price G qsp , the c stomerval e triadH

• $atis action , a person+s ) dgmentof a prod ct+s perceived performancein relationship to e


21/42

• $uppl% chain , a channel stretching from rawmaterials to components to nished prod ctscarried to nal b yers G&ig 1.3, #he ' pply -hain for-oFeeH




22/42

• Competition , all the act al andpotential rival oFerings ands bstit tes a b yer might consider




23/42

• Marketingen&ironment

$as en iron ent

/road en iron ent




24/42

#he 8ew %arketing ealities #he 8ew %arketing ealities

• #echnology

• lobali=ation

• 'ocialresponsibility



25/42

* dramatically changed* dramatically changedmarketplacemarketplace

• 8ew cons mer capabilities

Can use the internet as a po er u7 in or ation

and purchasing aid

Can search, co unicate, and purchase onthe o e

Can tap into socia7 edia to share opinionsand e8press 7oya7ty



26/42

• 8ew cons mercapabilities

Can acti e7y interactith co panies

Can re9ect ar etingthey ind inappropriate

- /0 # 261! /7* ' 8 79:-*# 8( 8-. 1;2!Copyright © 2016 Pearson Education, Inc. 1-26



27/42

• 8ew company capabilities

Can use the internet as a po er u7 in or ation andsa7es channe7, inc7uding or indi idua77y di erentiatedgoods

Can co77ect u77er and richer in or ation a:outar ets, custo ers, prospects, and co petitors

Can reach custo ers ;uic 7y and e icient7y ia socia7edia and o:i7e ar eting, sending targeted ads,

coupons, and in or ation

- /0 # 261! /7* ' 8 79:-*# 8( 8-. 1;2"Copyright © 2016 Pearson Education, Inc. 1-2



28/42

• 8ew company capabilities

Can i pro e purchasing, recruiting, training, andinterna7 and e8terna7 co unications

Can i pro e cost e iciency

- /0 # 261! /7* ' 8 79:-*# 8( 8-. 1;2Copyright © 2016 Pearson Education, Inc. 1-2!



29/42

• -hangingchannels

'etai7trans or ation

&isinter ediation

- /0 # 261! /7* ' 8 79:-*# 8( 8-. 1;2ACopyright © 2016 Pearson Education, Inc. 1-2"



30/42

• eightened competition

Pri ate :rands

ega-:rands

&eregu7ation

Pri ati


31/42

%arketing in practice%arketing in practice

• %arketing balance

• %arketing acco ntability

• %arketing in the organi=ation



32/42

-ompany rientation toward-ompany rientation towardthe %arketplacethe %arketplace

P' &)C$I *

P' &)C$

#E((I*+

%'=E$I*+



33/42

&ig. 1.4&ig. 1.4

olistic %arketing 9imensionsolistic %arketing 9imensions



34/42

elationship marketingelationship marketing

C)#$ E'#

E P( >EE#

%'=E$I*+ P%'$*E'#

?I*%*CI%( C )*I$>



35/42

ntegrated marketingntegrated marketing


• 9evise marketing activities and programsthat create( comm nicate( and deliver val es ch that Ithe whole is greater than the s mof its parts.J


36/42

nternal marketingnternal marketing

• #he task of hiring( training( andmotivating able employees who wantto serve c stomers well



37/42

/erformance marketing/erformance marketing

?I*%*CI%( %CC )*$%/I(I$>

E* I' * E*$%(I P%C$

# CI%( I P%C$



40/42

%* B7# 8%* B7# 8%*8* 7%78# #*'B'%*8* 7%78# #*'B'

• 9eveloping market strategies andplans

• -apt ring marketing insights

• -onnecting with c stomers

• C ilding strong brands



41/42

%* B7# 8%* B7# 8%*8* 7%78# #*'B'%*8* 7%78# #*'B'

• -reating val e

• 9elivering val e• -omm nicating val e

• -reating s ccessf l long;term growth



42/42

kotler mm15e inppt 01

Documents