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    Defining Marketing For The 21 Century: CH Ap Te r1

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    Mhagz Maggie
    Masteral

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    Defining Marketing For The 21 Century: CH Ap Te r1

    Uploaded by

    Mhagz Maggie
    18 views18 pages
    Masteral

    Original Title

    intro-mktg

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    Masteral

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    18 views18 pages

    Defining Marketing For The 21 Century: CH Ap Te r1

    Uploaded by

    Mhagz Maggie
    Masteral

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 18

    r 1

    te
    a p
    Ch

    Defining Marketing for the 21st Century


    Discussion Questions
    1. Why is marketing important?
    2. What is the scope of marketing?
    3. What are some fundamental
    marketing concepts?
    4. How has marketing management
    changed in recent years?
    5. What are the task necessary for
    successful marketing management?
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 25
    Marketin
    g

    Demand Jobs

    Revenue Profits Giving

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 25


    ed
    fin
    De
    Marketing is the activity, set of
    institutions, and processes for
    creating, communicating, delivering,
    and exchanging offers that have
    value for customers, clients, partners,

    and society at large.

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 25


    ed
    fin
    De Marketing management is the art
    and science of choosing target
    markets and getting, keeping, and
    growing customers through
    creating, delivering, and
    communicating superior
    customer value.

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 25


    Selling is only the tip of the iceberg

    “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

    1-6
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 25
    What is Marketed?
    Persons • Experiences
    • Events
    • Properties
    • Organizations
    • Information
    • Ideas

    Goods

    Services Places
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 25
    Who markets?

    Response
    Attention
    Purchase

    Donation
    Vote

    Marketer Prospect

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 25


    Types of Demand

    Unwholesome Declining

    • Nonexistent
    • Latent
    Irregular • Full
    Negative • Overfull
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 25
    . 1
    1
    u re Markets
    Fig

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 25


    . 2
    e 1
    u r
    Fig Simple Marketing System

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 25


    Key Customer Markets
    Global Markets

    Consumer Market

    Business Markets Government Market


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 25
    Markets

    Marketplaces Marketspaces

    Metamarkets
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 25
    Core Marketing Concepts

    Needs, Wants, and Demands

    Target Markets, Positioning,


    and Segmentation

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 25


    Core Marketing Concepts

    Offerings and Brands


    Value and Satisfaction

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 25


    Core Marketing Concepts

    Marketing Channels

    Supply Chain

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 25


    Core Marketing Concepts

    Marketing Environment
    Competition

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 25


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 25

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