Professional Documents
Culture Documents
Kotler Mm13e Media 01
Kotler Mm13e Media 01
Defining Marketing
for the 21st Century
Starbucks plans to
ensure its marketing
successes in
countries around the
world.
Declining Irregular
• Stated needs
• Real needs
• Unstated needs
• Delight needs
• Secret needs
Information
Information technology
technology
Globalization
Globalization
Deregulation
Deregulation
Privatization
Privatization
Competition
Competition
Convergence
Convergence
Consumer
Consumer resistance
resistance
Retail
Retail transformation
transformation
Production Product
Selling Marketing