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    MGT301 Principles of Marketing

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    Badshaa Don
    This document summarizes a lecture on marketing challenges in the 21st century. It discusses how marketing has evolved over time from production orientation to sales orientation to marketing orientation. It also outlines Porter's 5 forces model of competition. The key marketing challenges covered are the information technology boom, rapid globalization, a changing world economy, demands for greater ethics and social responsibility, and the new digital marketing landscape. The impacts of digitalization, e-business, e-commerce and the digital revolution are summarized.

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    MGT301 Principles of Marketing

    Uploaded by

    Badshaa Don
    22 views32 pages
    This document summarizes a lecture on marketing challenges in the 21st century. It discusses how marketing has evolved over time from production orientation to sales orientation to marketing orientation. It also outlines Porter's 5 forces model of competition. The key marketing challenges covered are the information technology boom, rapid globalization, a changing world economy, demands for greater ethics and social responsibility, and the new digital marketing landscape. The impacts of digitalization, e-business, e-commerce and the digital revolution are summarized.

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    MGT-Lec-5

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    MGT-Lec-5

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    This document summarizes a lecture on marketing challenges in the 21st century. It discusses how marketing has evolved over time from production orientation to sales orientation to marketing orientation. It also outlines Porter's 5 forces model of competition. The key marketing challenges covered are the information technology boom, rapid globalization, a changing world economy, demands for greater ethics and social responsibility, and the new digital marketing landscape. The impacts of digitalization, e-business, e-commerce and the digital revolution are summarized.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    22 views32 pages

    MGT301 Principles of Marketing

    Uploaded by

    Badshaa Don
    This document summarizes a lecture on marketing challenges in the 21st century. It discusses how marketing has evolved over time from production orientation to sales orientation to marketing orientation. It also outlines Porter's 5 forces model of competition. The key marketing challenges covered are the information technology boom, rapid globalization, a changing world economy, demands for greater ethics and social responsibility, and the new digital marketing landscape. The impacts of digitalization, e-business, e-commerce and the digital revolution are summarized.

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    You are on page 1of 32

    MGT301

    Principles of Marketing
    Lecture-5
    Summary
    of
    Lecture-4
    How has Marketing Changed Over
    Time?
    The stages in the evolution of
    marketing

    Production
    orientation

    Sales
    orientation Social
    marketing
    orientation
    Marketing
    orientation
    PRODUCT SOCIETAL
    CONCEPT MARKETING
    CONCEPT

    KEY
    MARKETING
    PHILOSOPHIES
    MARKETING
    MARKETING
    PRODUCTION CONCEPT
    CONCEPT
    CONCEPT

    SELLING
    CONCEPT
    Society
    Society
    (Human
    (Human Welfare)
    Welfare)

    Societal
    Societal
    Marketing
    Marketing
    Concept
    Concept

    Consumers
    Consumers Company
    Company
    (Satisfaction)
    (Satisfaction) (Profits)
    (Profits)
    Production

    Marketing

    Customer
    re
    Hu ur
    so
    ma ces

    ce
    n
    n

    na
    Fi

    The customer as the controlling


    function and marketing as the
    integrative function
    Today’s Topics
    Marketing Challenges in the 21st
    century
    Porter’s 5 Forces Model of
    Competition
    Threat of
    New
    Threat of
    Entrants
    New
    Entrants

    Bargaining Bargaining
    Power of Rivalry Among Competing Power of
    Suppliers Firms in Industry Buyers

    Threat of
    Substitute
    Products

    *
    Marketing Challenges
     The Information Technology Boom
     Rapid Globalization
     The Changing World Economy
     The Call for more ethical and social Responsibility
     The New Marketing Landscape
    The Information Technology Boom
    Major Forces Shaping the Digital
    Age
    Digitalization and Connectivity
    – The flow of digital information requires connectivity
     Intranets, Extranets, and the Internet

    The Internet Explosion


    – Key driver of the “new economy”
     New Types of Intermediaries
     Connecting with Customers
     Connecting with Marketing Partners
     Connecting Inside the Company
     Connecting with the World around us
    E-business:
    – uses electronic means and platforms to conduct
    business.

    E-commerce:
    – facilitates the sale of products and services by
    electronic means.
    E-marketing:
    – Includes efforts that inform, communicate, promote,
    and sell products and services over the Internet.
    E-commerce benefits both buyers and sellers
    Technology for Connecting
    Electronic
    Commerce

    retailer /
    manufacturer Financial Institution
    Internet

    consumer
    The Digital Revolution
    The Digital Revolution: one of the biggest
    changes in the world of marketing. Changes in
    technology are transforming the ways we:
    – communicate,
    – buy,
    – sell,
    – learn, and
    – work.
    Rapid Globalization

    Children’s
    Anthropology
    P&E Arena Cable Net
    Noggin
    BET on J azz
    Classical Knowledge
    Music TV

    Animal
    Ovation New Science
    Planet KIDS Network
    CIVILIZATION

    Classic Arts
    Showcase
    C-SPAN
    Booknet Theater
    DIYArts & Antiques Channel
    Museum
    Channel BLOOMBERG
    NEWS INFORMATION
    SCIENCE Travel
    Channel
    EOP
    “Global Village”
    The Changing World Economy
    The Call for more ethical and
    social Responsibility
    The New Marketing Landscape
    Enough for today. .
    .
    Summary

    Marketing Challenges in the 21st


    century
    Threat of
    New
    Threat of
    Entrants
    New
    Entrants

    Bargaining Bargaining
    Power of Rivalry Among Competing Power of
    Suppliers Firms in Industry Buyers

    Threat of
    Substitute
    Products

    *
     The Information Technology Boom
     Rapid Globalization
     The Changing World Economy
     The Call for more ethical and social Responsibility
     The New Marketing Landscape
    Next….
     Marketing Process
     Analyzing marketing opportunities
     Selecting target markets
    MGT301
    Principles of Marketing
    Lecture-5

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