kotlerkeller chapter 1

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MARKETING MANAGEMENT

12thCanadian edition

1

Defining Marketing

for the 21st Century

Dr. Sylvain Charlebois, University of Regina Copyright 2007 Pearson Education Inc.


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Chapter Questions

Why is marketing important?

What is the scope of marketing?

What are some of the fundamentalmarketing concepts?

How has marketing management

changed?

What are the tasks necessary for

successful marketing management?Copyright 2007 Pearson Education Inc.


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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 theorganization and its stakeholders.

Copyright 2007 Pearson Education Inc.


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What is Marketing Management?

Marketingmanagement is the

art and science

of choosing target markets

and getting, keeping, and growing

customers through

creating, delivering, and communicatingsuperior customer value.



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For an exchange to occur..

There are at least two parties.

Each party has something that might be ofvalue to the other party.

Each party is capable of communicationand delivery.

Each party is free to reject the exchange

offer.

Each party believes it is appropriate ordesirable to deal with the other party.



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What is Marketed?

Goods

Services

Events Experiences

Persons

Places

Properties

Organizations Information

Ideas



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Demand States

Negative

Nonexistent

Latent Declining

Irregular

Unwholesome

Full Overfull



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Key Customer Markets

Consumer markets

Business markets

Global markets

Nonprofit/Government markets



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The marketplace isnt what it used to be.

Changing technology

Globalization

Deregulation Privatization

Empowerment

Customization

Convergence Disintermediation



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Company Orientations

Production

Product

Selling

Marketing



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Marketing Mix and the Customer

Four Ps

Product

Price

Place

Promotion

Four Cs

Customer solution

Customer cost

Convenience

Communication



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Core Concepts

Needs, wants, anddemands

Target markets,positioning,segmentation

Offerings and brands

Value andsatisfaction

Marketing channels

Supply chain

Competition Marketing

environment

Marketing planning



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I want it, I need it..

5 Types of Needs

Stated needs Real needs

Unstated needs

Delight needs Secret needs



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Marketing Management Tasks

Developingmarketing strategies

Capturing marketinginsights

Connecting withcustomers

Building strongbrands

Shaping marketofferings

Delivering value Communicating

value

Creating long-termgrowth


kotlerkeller chapter 1

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