Professional Documents
Culture Documents
Ch01 - Defining Marketing For The New Realities
Ch01 - Defining Marketing For The New Realities
Ch01 - Defining Marketing For The New Realities
1
Defining
Marketing
for the
New Realities
CopyrightEDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson
INC.Education, Inc. 1-6 1-6
What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons
CopyrightEDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson
INC.Education, Inc. 1-7 1-7
What is Marketed?
• Places
• Properties
• Organizations
• Information
• Ideas
CopyrightEDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson
INC.Education, Inc. 1-8 1-8
Who Markets?
CopyrightEDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson
INC.Education, Inc. 1-9 1-9
What is a Market?
• Consumer markets
• Business markets
• Global markets
• Nonprofit & governmental markets
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-10 1-10
Fig. 1.1
A Simple Marketing System
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-12 1-12
Types of Needs
STATED
REAL
UNSTATED
DELIGHT
SECRET
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-13 1-13
Core Marketing Concepts
• Target markets
• Positioning
• Segmentation
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-14 1-14
Core Marketing Concepts
• Value proposition: a set of benefits that
satisfy those needs
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-15 1-15
Core Marketing Concepts
• Marketing channels
COMMUNICATION
DISTRIBUTION
SERVICE
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-16 1-16
Core Marketing Concepts
• Paid media: TV, magazine and display ads,
paid search, and sponsorships
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-18 1-18
Core Marketing Concepts
• Value: a combination of quality, service, and
price (qsp: the customer value triad)
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-19 1-19
Core Marketing Concepts
• Supply chain: a channel stretching from raw
materials to components to finished products
carried to final buyers
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-20 1-20
Core Marketing Concepts
• Marketing
environment
– Task environment
– Broad environment
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-21 1-21
The New Marketing Realities
• Technology
• Globalization
• Social responsibility
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-22 1-22
A Dramatically Changed Marketplace
• New consumer
capabilities
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-24 1-24
A Dramatically Changed Marketplace
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-26 1-26
A Dramatically Changed Marketplace
• Changing channels
– Disintermediation
– Reintermediation
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-27 1-27
A Dramatically Changed Marketplace
• Heightened competition
– Private brands
– Mega-brands
– Deregulation
– Privatization
• Marketing accountability
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-28 1-28
Company Orientation Toward
the Marketplace
PRODUCTION
PRODUCT
SELLING
MARKETING
Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-29 1-29
Fig. 1.2
Holistic Marketing Dimensions
CUSTOMERS
EMPLOYEES
MARKETING
PARTNERS
FINANCIAL
COMMUNITY
FINANCIAL ENVIRONMENTAL
ACCOUNTABILITY IMPACT
SOCIAL IMPACT
PEOPLE
PROCESSES
PROGRAMS
PERFORMANCE
• Delivering value
• Communicating value
• HTTPS://WWW.YOUTUBE.COM/WATCH?
V=P4VBQTVIEX4
• HTTPS://WWW.YOUTUBE.COM/WATCH?
V=ESR0HLF-NUU
Copyright © 2016 Pearson Education, Inc. 1-41