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Phillip Kevin Lane: Kotler - Keller
Phillip Kevin Lane: Kotler - Keller
Phillip Kevin Lane: Kotler - Keller
Kotler • Keller
Marketing Management • 14e
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Ch
Profits Giving
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
Unwholesome Declining
• Nonexistent
• Latent
Irregular • Full
Negative • Overfull
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 25
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g u r e Markets
F i
Consumer Market
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
Supply Chain
Marketing Environment
Competition
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 25
The New Marketing Realities
Globalization Communicate
Information w/Customer
Collect
Technology Information
Consumer Differentiate
Information Increased Goods
Competition
Social Responsibility
Financial Accountability
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 25
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F The Four P’s of the Marketing Mix