Kotler Keller PhillipKevin Lane Marketing Management 14e. - презентация

1 Kotler Keller PhillipKevin Lane Marketing Management 14e

2 Defining Marketing for the 21 st Century Chapter 1

3 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 3 of 25 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?

4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 4 of 25 MarketingDemandRevenue Jobs Profits Giving

5 Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 5 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.

6 Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 6 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.

7 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 7 of 25 Experiences Events Properties Organizations Information Ideas What is Marketed? Places Persons Services Goods

8 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 8 of 25 Who markets? Marketer Prospect Attention Purchase Donation Vote Response

9 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 9 of 25 Types of Demand Negative Nonexistent Latent Full Overfull Declining Unwholesome Irregular

10 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 10 of 25 Markets Figure 1.1

11 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 11 of 25 Simple Marketing System Figure 1.2

12 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 12 of 25 Key Customer Markets Global Markets Business Markets Government Market Consumer Market

13 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 13 of 25 Markets Marketplaces Marketspaces Metamarkets

14 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 14 of 25 Core Marketing Concepts Needs, Wants, and Demands Target Markets, Positioning, and Segmentation Offerings and Brands Value and Satisfaction

15 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 15 of 25 Core Marketing Concepts Marketing Channels Competition Marketing Environment Supply Chain

16 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 16 of 25 The New Marketing Realities New Company Capabilities Major Societal Forces Information Technology Globalization Increased Competition Consumer Information Communicate w/Customer Collect Information Differentiate Goods

17 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 17 of 25 Who is Responsible for Marketing? Chief Marketing Officer (CMO) Entire Organization Marketing Department

18 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 18 of 25 HolisticMarketing Marketing Concepts SellingProductProduction Mass production Mass distribution Quality Innovation Unsought goods Overcapacity Create, deliver, and communicate value

19 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 19 of 25 Holistic Marketing Dimensions Figure 1.3

20 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 20 of 25 Relationship Marketing Build long-term relationships Develop marketing networks

21 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 21 of 25 Integrated Marketing Create, communicate, and deliver customer value

22 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 22 of 25 Internal Marketing

23 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 23 of 25 Performance Marketing Social Responsibility Financial Accountability

24 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 24 of 25 The Four Ps of the Marketing Mix Figure 1.4

25 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 25 of 25 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 Marketing Management Tasks