Defining Marketing for the 21st Century

Marketing Management, 13th ed

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Enjang Dana Resi, ST, MBA

Further Information: Mobile: 081312626311 danaresi@yahoo.com

What is Marketing?

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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?

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Marketing management is theart and science

of choosing target markets and getting, keeping, and growing

customers throughcreating, delivering, and communicating

superior customer value.

Selling is only the tip of the iceberg

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“There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be

needed is to make the product or service available.”

Peter Drucker

What is Marketed?

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GoodsGoods

ServicesServices

Events & ExperiencesEvents & Experiences

PersonsPersons

Places & PropertiesPlaces & Properties

OrganizationsOrganizations

InformationInformation

IdeasIdeas

Marketing Can Promote Ideas

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Figure 1.1 Structure of Flows in a Modern Exchange Economy

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Figure 1.2 A Simple Marketing SystemA.K.A. The Exchange Process

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For an exchange to occur….

• There are at least two parties.• Each party has something that might be of

value to the other party.• Each party is capable of communication and

delivery.• Each party is free to reject the exchange

offer.• Each party believes it is appropriate or

desirable to deal with the other party.1-9

Core Marketing Concepts

• Needs, wants, and demands

• Target markets, positioning, segmentation

• Offerings and brands

• Value and satisfaction

• Marketing channels• Supply chain• Competition• Marketing

environment

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• Needs - states of felt deprivation including physical needs for food, social needs for belonging and individual needs for self-expression. i.e. I am thirsty.

• Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a Coca-Cola.

• Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola.

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New Consumer Capabilities

• A substantial increase in buying power• A greater variety of available goods and

services• A great amount of information about

practically anything• Greater ease in interacting and placing and

receiving orders• An ability to compare notes on products and

services• An amplified voice to influence public opinion

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Company Orientations

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Production

Selling Marketing

Product

Figure 1.5 The Four P’s

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MarketingMix

ProductVarietyQualityDesignFeaturesBrand namePackagingSizesServicesWarrantiesReturns

PriceList priceDiscountsAllowancesPayment periodCredit terms

PromotionSales promotionAdvertisingSales forcePublic relationsDirect marketing

PlaceChannelsCoverageAssortmentsLocationsInventoryTransport

Internal Marketing

Internal marketing is the task of hiring, training, and motivating able

employees who want to serve customers well.

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Performance Marketing

• Financial Accountability

• Social Responsibility Marketing

Social Initiatives• Corporate social

marketing• Cause marketing• Corporate philanthropy• Corporate community

involvement• Socially responsible

business practices

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Marketing Management Tasks

• Develop market strategies and plans• Capture marketing insights• Connect with customers• Build strong brands• Shape market offerings• Deliver value• Communicate value• Create long-term growth

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Marketing Debate: Take a Position!

Does marketing shape consumer needs?

or

Does marketing merely reflect the needs and wants of consumers?

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