11-Jun-16

Phillip

Kevin Lane

Kotler Keller
Marketing Management 15e

sharif@live.cn

Discussion Questions

Defining Marketing for the New Realities

Marketing

1. Why is marketing important?

2. What is the scope of marketing?
3. What are some fundamental
marketing concepts?

Demand

Jobs

Revenue

Profits

4. How has marketing management

changed in recent years?
5. What are the task necessary for
successful marketing management?

Giving

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What Is Marketing?
Marketing is a process by which companies
create value for customers and build
strong customer relationships to capture
value from customers in
Return.

What is Marketed?
Persons

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.

Who markets?

Experiences
Events
Properties
Organizations
Information
Ideas

Response
Attention
Purchase
Donation
Vote

Marketer

Goods
Services

Prospect

Places

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Types of Demand

Unwholesome

Irregular
Negative

Markets

Declining

Nonexistent
Latent
Full
Overfull

Key Customer Markets

Simple Marketing System

Global Markets

Consumer Market

Business Markets

Government Market

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Markets

Core Marketing Concepts

Needs, Wants, and Demands

Marketplaces

Marketspaces

Offerings and Brands

Value and Satisfaction

Metamarkets

Core Marketing Concepts

The New Marketing Realities

Marketing Channels

Globalization
Information
Technology

Supply Chain

Collect
Information

Major Societal
Forces
Consumer
Information

Marketing Environment

Target Markets, Positioning,

and Segmentation

Increased
Competition

Communicate
w/Customer

New Company
Capabilities
Differentiate
Goods

Competition

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Who is Responsible for Marketing?

Marketing Concepts

Entire Organization
Marketing Department
Create, deliver, and
communicate value

Quality
Innovation

Chief Marketing Officer

(CMO)

Production

Product

Mass production
Mass distribution

Selling

Marketing

Holistic

Unsought goods
Overcapacity

Relationship Marketing
Holistic Marketing Dimensions

Build long-term relationships

Develop marketing networks

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Integrated Marketing

Internal Marketing

Create, communicate, and

deliver customer value

Performance Marketing
The Four Ps of the Marketing Mix

Social Responsibility

Financial Accountability

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The New Four Ps

People
Processes
Programs
Performance

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