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Chapter 1. Marketing in the Twenty-first Century. Marketing Management Philip Kotler. Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges. Objectives. Part I - Marketing Management - PowerPoint PPT Presentation

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Page 1: Marketing in the Twenty-first Century
Page 2: Marketing in the Twenty-first Century

Objectives

• Course Organization

• Tasks of Marketing

• Major Concepts & Tools of Marketing

• Marketplace Orientations

• Marketing’s Responses to New Challenges

Page 3: Marketing in the Twenty-first Century

Course/Text Organization

• Part I - Marketing Management

• Part II - Analyzing Marketing Opportunities

• Part III - Developing Marketing Strategies

• Part IV - Shaping the Market Offering

• Part V - Managing & Delivering Marketing Programs

Page 4: Marketing in the Twenty-first Century

Defining Marketing

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7)

Page 5: Marketing in the Twenty-first Century

What is Marketed?

• Goods

• Services

• Events

• Experiences

• Persons

• Places

• Properties

• Organizations

• Information

• Ideas

Page 6: Marketing in the Twenty-first Century

Core Concepts of Marketing

Product or Offering Value and Satisfaction

Needs, Wants, and Demands

Exchange and Transactions Relationships and Networks

Target Markets & Segmentation

Marketing Channels Supply Chain Competition

Marketing Environment

Page 7: Marketing in the Twenty-first Century

The macro-environmentThe macro-environment

The micro-environmentThe micro-environmentPoliticalfactors

Economicfactors

Technologicalfactors

Socio-culturalfactors

The InternalThe Internalenvironmentenvironment

MenMoney

MachineryMaterialsMinutes

Consumers

Stakeholders

Supp

liers

The Marketing Environment

Page 8: Marketing in the Twenty-first Century

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.

Page 9: Marketing in the Twenty-first Century

Demand & Need States

I want...• Negative• Nonexistent• Latent• Declining• Irregular• Unwholesome• Full• Overfull

I need…• Stated needs• Real needs• Unstated needs• Delight needs• Secret needs

Page 10: Marketing in the Twenty-first Century

Simple Marketing System

Industry(a collection

of sellers)

Market(a collection

of Buyers)

Goods/services

Money

Communication

Information

Page 11: Marketing in the Twenty-first Century

The New Player Order The marketplace isn’t what it used to be….

• Changing technology• Globalization• Deregulation• Privatization

• Empowerment• Customization• Convergence• Disintermediation

Or?

Page 12: Marketing in the Twenty-first Century

Manufacturermarkets

Services,Services,moneymoney

Governmentmarkets

Services,Services,moneymoney

ServicesServices

Services,Services,moneymoney

TaxesTaxes

Taxes,Taxes,goodsgoods

Taxes,Taxes,goodsgoods

Taxes,Taxes,goodsgoods

MoneyMoney MoneyMoney

Consumermarkets

IntermediarymarketsGoods, servicesGoods, services Goods, servicesGoods, services

ResourcesResources ResourcesResources

Resourcemarkets

MoneyMoney MoneyMoney

Structure of Flows

Page 13: Marketing in the Twenty-first Century

Marketing Mix - The Four Ps

MarketingMix

Product

Price Promotion

Place

& The Four Cs

CustomerSolution

CustomerCost

Communication

Conven-ience

Page 14: Marketing in the Twenty-first Century

Four Ps

Product Price Promotion PlaceProduct varietyQualityDesignFeaturesBrand NamePackagingSizesServicesWarrantiesReturns

List priceDiscountsAllowancesPayment periodCredit terms

Sales promotionAdvertisingSales forcePublic relationsDirect marketing

ChannelsCoverageAssortmentsLocationsInventoryTransport

Page 15: Marketing in the Twenty-first Century

Production Concept

Product Concept

Selling Concept

Marketing Concept

Consumers prefer products that are widely available and inexpensive

Consumers favor products that offer the most quality, performance,

or innovative features

Consumers will buy products only ifthe company aggressively

promotes/sells these products

Focuses on needs/ wants of target markets & delivering value

better than competitors

Company Orientations Towards the Marketplace

Page 16: Marketing in the Twenty-first Century

Market Integratedmarketing

Profits throughcustomer

satisfactionCustomer

needs

(b) The marketing concept

Factory Existingproducts

Selling andpromotion

Profits throughsales volume

Startingpoint Focus Means Ends

(a) The selling concept

Customer Delivered Value

Page 17: Marketing in the Twenty-first Century

Customers

Front-line people

Middle Management

TopManagement

Traditional Organization Chart

Page 18: Marketing in the Twenty-first Century

Customer-Oriented Organization Chart

Customers

Front-line people

Middle management

Topmanage-

ment

Customers Custom

ers

Page 19: Marketing in the Twenty-first Century

Evolving Views of Marketing’s Role

a. Marketing as anequal function

FinanceProduction

Marketing Humanresources

b. Marketing as a moreimportant function

Finance

Humanresources

Marketing

Production

Page 20: Marketing in the Twenty-first Century

Evolving Views of Marketing’s Role

c. Marketing as themajor function

Marketing

Finance

Human

resources

Production

d. The customer as thecontrolling factor

Customer

Human

resource

s

FinanceProduction

Marketing

Page 21: Marketing in the Twenty-first Century

Evolving Views of Marketing’s Role

e. The customer as the controllingfunction and marketing as the

integrative function

Customer

Marketing

Production

Human

resources Finance

Page 22: Marketing in the Twenty-first Century

Review

• Course Organization

• Tasks of Marketing

• Major Concepts & Tools of Marketing

• Marketplace Orientations

• Marketing’s Responses to New Challenges


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