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  • Kotler MM ch01 DPPT

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    This document discusses key concepts in marketing and marketing management. It defines marketing as the activity of creating, delivering, and communicating value to customers. Marketing management is defined as choosing target markets and growing customers through superior value. The document outlines fundamental concepts like the marketing mix, relationship marketing, and integrated marketing. It also discusses the new marketing realities of technology, globalization, and societal forces. Finally, it lists the main tasks for successful marketing management as developing strategies, insights, brands, and long-term growth.

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    This document discusses key concepts in marketing and marketing management. It defines marketing as the activity of creating, delivering, and communicating value to customers. Marketing management is defined as choosing target markets and growing customers through superior value. The document outlines fundamental concepts like the marketing mix, relationship marketing, and integrated marketing. It also discusses the new marketing realities of technology, globalization, and societal forces. Finally, it lists the main tasks for successful marketing management as developing strategies, insights, brands, and long-term growth.

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    © All Rights Reserved
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    11 views25 pages

    Kotler MM ch01 DPPT

    Uploaded by

    jannoo awan
    This document discusses key concepts in marketing and marketing management. It defines marketing as the activity of creating, delivering, and communicating value to customers. Marketing management is defined as choosing target markets and growing customers through superior value. The document outlines fundamental concepts like the marketing mix, relationship marketing, and integrated marketing. It also discusses the new marketing realities of technology, globalization, and societal forces. Finally, it lists the main tasks for successful marketing management as developing strategies, insights, brands, and long-term growth.

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    © All Rights Reserved
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    of 25

    Phillip Kevin Lane

    Kotler • Keller
    Marketing Management •
    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?
    Slide 3 of 25
    Marketing

    Demand Jobs

    Revenue Profits Giving

    Slide 4 of 25
    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.

    Slide 5 of 25
    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.

    Slide 6 of 25
    What is Marketed?
    Persons • Experiences
    • Events
    • Properties
    • Organizations
    • Information
    • Ideas

    Goods
    Places
    Services
    Slide 7 of 25
    Who markets?

    Response
    Attention
    Purchase
    Donation
    Vote

    Marketer Prospect

    Slide 8 of 25
    Types of Demand

    Unwholesome Declining

    • Nonexistent
    • Latent
    Irregular • Full
    Negative • Overfull
    Slide 9 of 25
    Markets

    Slide 10 of 25
    Simple Marketing System

    Slide 11 of 25
    Key Customer Markets
    Global Markets

    Consumer Market

    Business Markets Government Market


    Slide 12 of 25
    Markets

    Marketplaces Marketspaces

    Metamarkets
    Slide 13 of 25
    Core Marketing Concepts
    Needs, Wants, and Demands Target Markets, Positioning,
    and Segmentation

    Offerings and Brands

    Value and Satisfaction


    Slide 14 of 25
    Core Marketing Concepts
    Marketing Channels

    Supply Chain

    Marketing Environment
    Competition
    Slide 15 of 25
    The New Marketing Realities
    Globalization Communicate
    Information w/Customer
    Collect
    Technology Information

    Major Societal New Company


    Forces Capabilities

    Consumer Differentiate
    Information Increased Goods
    Competition

    Slide 16 of 25
    Who is Responsible for Marketing?
    Entire Organization
    Marketing Department

    Chief Marketing Officer


    (CMO)

    Slide 17 of 25
    Marketing Concepts

    Quality Create, deliver, and


    Innovation communicate value

    Production Product Selling Marketing Holistic


    Mass production
    Unsought goods
    Mass distribution
    Overcapacity

    Slide 18 of 25
    Holistic Marketing Dimensions

    Slide 19 of 25
    Relationship Marketing

    Build long-term relationships

    Develop marketing networks

    Slide 20 of 25
    Integrated Marketing

    Create, communicate, and


    deliver customer value

    Slide 21 of 25
    Internal Marketing

    Slide 22 of 25
    Performance Marketing

    Social Responsibility

    Financial Accountability
    Slide 23 of 25
    The Four P’s of the Marketing Mix

    Slide 24 of 25
    Marketing Management Tasks

    • Developing market strategies and plans


    • Capturing marketing insights
    • Connecting with customers
    • Building strong brands
    • Shaping market offerings
    • Delivering value
    • Communicating value
    • Creating long-term growth

    Slide 25 of 25

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