Beruflich Dokumente
Kultur Dokumente
12th edition
1
Defining
Marketing
for the
21st Century
Kotler
Keller
Chapter Questions
Why is marketing important?
What is the scope of marketing?
What are some of the fundamental
marketing concepts?
How has marketing management
changed?
What are the tasks necessary for
successful marketing management?
1-2
Boston Beer
Company,
maker of
Samuel
Adams,
constantly
innovates
1-3
What is Marketing?
1-7
1-8
Obtaining Products
1-9
Transactions
Transfers
1-11
What is Marketed?
Goods
Goods
Services
Services
Events
Events &
& Experiences
Experiences
Persons
Persons
Places
Places &
& Properties
Properties
Organizations
Organizations
Information
Information
Ideas
Ideas
1-12
Marketing Goods
1-13
Marketing Ideas:
Friends Dont Let Friends
Drive Drunk
This is the watch
Stephen Hollingshead, Jr.
was wearing when he
encountered a drunk
driver.
Time of death 6:55 p.m.
1-14
Demand States
Negative
Nonexistent
Irregular
Declining
Full
Latent
Overfull
Unwholesome
1-15
1-16
1-17
Global Markets
Business Markets
Nonprofit/ Government
Markets
1-18
Global Markets
Coke is
represented at the
first China
International
Beverage Festival
in Beijing in 2003
1-19
Company Orientations
Production
Product
Selling
Marketing
1-21
1-22
1-23
1-24
1-25
Four Cs
Customer solution
Customer cost
Convenience
Communication
1-26
1-27
1-28
Core Concepts
Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and brands
Value and
satisfaction
Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
1-29
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
1-30
1-31
Shaping market
offerings
Delivering value
Communicating
value
Creating long-term
growth
1-32
Marketing Debate
Does Marketing
Create or Satisfy Needs?
1-33
Marketing Discussion
Are there any themes that
emerge in the broad shifts
in marketing? Can they be
related to the major societal
forces? Expand.
1-34