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    CH 01

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    Ratana Kem
    Marketing is defined as creating, communicating, and delivering value to customers and managing customer relationships. Marketing management is choosing target markets and getting, keeping, and growing customers through superior customer value. Marketed items include goods, services, events, experiences, people, places, properties, organizations, and information. The document then discusses key customer markets, the marketing system, the marketing mix, core concepts, new consumer capabilities, company orientations, and tasks of marketing management.

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    CH 01

    Uploaded by

    Ratana Kem
    34 views15 pages
    Marketing is defined as creating, communicating, and delivering value to customers and managing customer relationships. Marketing management is choosing target markets and getting, keeping, and growing customers through superior customer value. Marketed items include goods, services, events, experiences, people, places, properties, organizations, and information. The document then discusses key customer markets, the marketing system, the marketing mix, core concepts, new consumer capabilities, company orientations, and tasks of marketing management.

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    Marketing

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    Marketing is defined as creating, communicating, and delivering value to customers and managing customer relationships. Marketing management is choosing target markets and getting, keeping, and growing customers through superior customer value. Marketed items include goods, services, events, experiences, people, places, properties, organizations, and information. The document then discusses key customer markets, the marketing system, the marketing mix, core concepts, new consumer capabilities, company orientations, and tasks of marketing management.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    34 views15 pages

    CH 01

    Uploaded by

    Ratana Kem
    Marketing is defined as creating, communicating, and delivering value to customers and managing customer relationships. Marketing management is choosing target markets and getting, keeping, and growing customers through superior customer value. Marketed items include goods, services, events, experiences, people, places, properties, organizations, and information. The document then discusses key customer markets, the marketing system, the marketing mix, core concepts, new consumer capabilities, company orientations, and tasks of marketing management.

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    of 15

    1

    Defining Marketing for the 21st Century

    Marketing Management, 13th ed

    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 the organization and its stakeholders.
    Prepared by Ker Channarin

    What is Marketing Management?


    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.
    Prepared by Ker Channarin

    What is Marketed?
    Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas
    Prepared by Ker Channarin

    Figure 1.1 Structure of Flows in a Modern Exchange Economy


    Resources Money

    Resource markets
    Services, money

    Resources Money

    Manufacturer markets

    Services, money

    Taxes, goods Taxes

    Taxes, goods Services, money

    Government markets
    Services Taxes, goods

    Consumer markets

    Money Goods, services

    Intermediary markets Goods, services


    5

    Money

    Prepared by Ker Channarin

    Key Customer Markets


    Consumer markets Business markets Global markets Nonprofit/Government markets

    Prepared by Ker Channarin

    Figure 1.2 A Simple Marketing System


    Communication

    Industry (a collection of sellers)

    Goods/services Money

    Market (a collection of Buyers)

    Prepared by Ker Channarin

    Information

    Marketing Mix and the Customer Four Ps Product Price Place Promotion Four Cs Customer solution Customer cost Convenience Communication

    Prepared by Ker Channarin

    Core Marketing Concepts


    Needs, wants, and demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction Marketing channels Supply chain Competition Marketing environment
    9

    Prepared by Ker Channarin

    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
    Prepared by Ker Channarin

    10

    Company Orientations

    Production

    Product

    Selling

    Marketing

    Prepared by Ker Channarin

    11

    Marketing Mix

    Product
    Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns Credit Terms Direct Marketing

    Place Target Market Promotion


    Sales Promotion Advertising Sales Force Public Relations Channels Coverage

    Price
    List Price Discounts Allowances Payment Period

    Assortments Locations Inventory Transport

    Prepared by Ker Channarin

    12

    Functions of CMOs
    Strengthening the brands Measuring marketing effectiveness Driving new product development based on customer needs Gathering meaningful customer insights Utilizing new marketing technology

    Prepared by Ker Channarin

    13

    Internal Marketing Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.

    Prepared by Ker Channarin

    14

    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
    Prepared by Ker Channarin

    15

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