Beruflich Dokumente
Kultur Dokumente
Week 1&2
Defining
Marketing
for the 21st
Century
Chapter Questions
1-2
What is Marketing?
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships in ways that
benefit the organization and its
stakeholders.
1-3
1-4
What is Marketed?
Goods
Services
Events
Experiences
Persons
1-5
What is Marketed?
Places
Properties
Organizations
Information
Ideas
1-6
Demand States
Negative
Nonexistent
Latent
Declining
Irregular
Unwholesome
Full
Overfull
1-7
1-8
Figure 1.2
A Simple Marketing System
1-9
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
1-10
Core Concepts
Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
1-11
Target Markets,
Positioning & Segmentation
1-12
1-13
1-14
Marketing Channels
Communication
Distribution
Service
1-15
Marketing Environment
Demographic
Economic
Political-legal
Technological
Socio-cultural
Natural
1-16
Network information
technology
Globalization
Deregulation
Privatization
Heightened competition
Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer participation
Consumer resistance
1-17
Company Orientations
Production
Product
Selling
Marketing
1-18
Holistic Marketing
1-19
Relationship Marketing
Customers
Employees
Marketing Partners
Financial Community
1-20
Integrated Marketing
1-21
Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
1-22
Performance Marketing
Financial
Accountability
Social Responsibility
Marketing
1-23
1-24
1-25
1-26
For Review
1-27