kotler_cpt1_14e_revised.ppt

7/23/2019 KOTLER_CPT1_14E_REVISED.ppt

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Chapter 1Defning

Marketingor the 21st

Century

1


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What is Marketing?

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-2

Marketingis an organizational unction

and a set o processes or creating,

co!!unicating, and deli"ering "alueto custo!ersand or !anaging

custo!er relationships in #ays that

beneit the organization and its

sta$eholders.


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What is Marketing Management?

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-%

Marketingmanagementis the

art and science

o choosing target !ar$etsand getting, $eeping, and gro#ing

custo!ersthrough

creating, deli"ering, and co!!unicating

superior custo!er "alue.


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What is Marketed?

&'oods (products)&*er"ices

&E"ents (+isney)

&Eperiences (unzi)

&Persons

&Places (an$a#ei)

&Properties

&/rganizations

&Inor!ation (3, 4I)

&Ideas (!ir 5han and #areness)


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1-6

Marketing Can Promote Ideas


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1-7

Who Markets? 4ar$eters and Prospects8 45E9E is so!eone #ho

see$s a response ro! another party, called P/*PEC9. 4ar$eter possesses the s$ill to sti!ulate de!and8 :egati"e +e!and8 Pay a price to a"oid it (En"iron!entally

riendly products) :oneistent +e!and8 Consu!er !ay be una#are or

uninterested in the product. atent +e!and8 *hare a strong need that can not besatisied #ith current product.

Irregular +e!and8*easonal, 4onthly or ;ee$ly


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1-?

Key Markets?

Consu!er 4ar$ets8 *elling consu!er goods and ser"ices.*uch as@ drin$s, cos!etics, air tic$ets

usiness 4ar$ets8 Co!panies selling business goods and

se"ices. *uch as@ Caterpillar, Ele"ator etc.

'lobal 4ar$ets8 Co!panies selling goods and ser"ices inthe global !ar$etplace. *uch as@ Pa!per-Aapan and cultural

i!pact

:on-Proit and 'o"ern!ental !ar$et8 Co!panies selling

their goods to nonproit organization. i$e@ uni"ersities,!os=ue, charitable organization (4edicine to ion Eye

Hospital)


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Figure 1.1 Structure of Flows in Modern

!change conomy

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-B


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Figure 1."

# Sim$le Marketing System

#.K.#. %he !change Process

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-


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Market$laces& Markets$aces and

Metamarkets

4ar$etplace8It is physicalD..;hen #e shop in thestore.

4ar$etspace8It is digitalDD;hen #e shop on theinternet.

4eta!ar$et8 cluster o co!ple!entary productsand ser"ices that are close related in the !inds oconsu!ers but are spread across a di"erse set oindustries.

i$e@ auto!obile !anuacturers, ne# car and used cardealers, inancing co!panies, insurance co!panies,!echanics, spare parts dealers, ser"ice shops, auto!agazines etc.


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Core Conce$ts

:eeds, #ants, and

de!ands

9arget !ar$ets,

positioning,seg!entation

/erings and

brands

alue and

satisaction

4ar$eting channels

*upply chain

Co!petition

4ar$eting

en"iron!ent

4ar$eting planning


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". 'nderstanding the Market$laceand Customer (eeds

Customer (eeds& Wants& and )emands


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Market offerings are so!e co!bination o

products, ser"ices, inor!ation, or eperiences

oered to a !ar$et to satisy a need or #ant

*rand is oering ro! a $no#n source. brand na!e such as 4c+onald carries !any

associations in people !inds that !a$e up

i!age oD..>'E, CE:I:E**,

C/:E:IE:CE, C/>9E/>* *EICED.

". 'nderstanding the Market$lace

and Customer (eeds


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+fferings and *rands


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and Customer (eedsCustomer ,alue and Satisfaction

!$ectations


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!changeis the act o obtaining a desiredobFect ro! so!eone by oering so!ething in

return


and Customer (eeds


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-. )esigning a Customer)ri/enMarketing Strategy

Market segmentation reers to di"iding the

!ar$ets into seg!ents o custo!ers

%arget marketing reers to #hich seg!ents to

go ater

Selecting Customers to Ser/e


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)emarketing is !ar$eting to reduce de!and

te!porarily or per!anently@ the ai! is not to

destroy de!and but to reduce or shit it

Selecting Customers to Ser/e


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%he /alue $ro$osition is the set o beneits

or "alues a co!pany pro!ises to deli"er to

custo!ers to satisy their needs

Choosing a ,alue Pro$osition


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hat is Value/ orth?

Value reflects the perceived tangible andintangible benefits and costs to customers.

Value can be seen as primarily a combination

of quality, service, and price (qsp), called the"customer value triad."

Value increases ith quality and service and

decreases ith price, although other factorscan also play an important role.


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,alue and Satisfaction


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Marketing Management +rientations


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Production conce$t is the idea thatconsu!ers #ill a"or products that are

a"ailable or highly aordable


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Product conce$t is the idea that consu!ers#ill a"or products that oer the !ost =uality,

peror!ance, and eatures. /rganizationsshould thereore de"ote its energy to !a$ingcontinuous product i!pro"e!ents.

Marketing myo$ia is ocusing only on eisting #ants andlosing sight o underlying consu!er needs


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Selling conce$t is the idea that consu!ers #illnot buy enough o the ir!Gs products unless

it underta$es a large scale selling andpro!otion eort


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Marketing conce$t is the idea that achie"ingorganizational goals depends on $no#ing the

needs and #ants o the target !ar$ets anddeli"ering the desired satisactions betterthan co!petitors do


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1-2?

Com$any +rientations

Production

*elling 4ar$eting

Product

Inepensi"e

labor in China

and HIE

etter

4ousetrap


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Societal marketing concept is the idea that a

co!pany should !a$e good !ar$eting

decisions by considering consu!ersG #ants,the co!panyGs re=uire!ents, consu!ersG

long-ter! interests, and societyGs long-run

interests


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Marketing Channels

Co!!unication

+istribution

*er"ice


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*road Marketing n/ironment

+e!ographic Econo!ic

*ocio-cultural

:atural9echnological

Political-legal


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0olistic Marketing

Holistic !ar$eting recognizes that e"erything !atters #ith!ar$eting. 9here are our co!ponents8 elationship 4ar$eting8i! o building !utually satisying

long-ter! relationships #ith $ey parties-custo!ers,suppliers, distributors etc. Create !ar$eting

net#or$D.a!ong the sta$eholders. Integrated 4ar$eting8


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Performance Marketing


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0olistic Marketing


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%he Marketing Mi!

%he Four Ps


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%he (ewFour Ps

Processes

People

Progra!s

Peror!ance


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Marketing Management %asks

+e"elop !ar$et strategies and plans

Capture !ar$eting insights

Connect #ith custo!ers

uild strong brands

*hape !ar$et oerings

+eli"er "alue

Co!!unicate "alue Create long-ter! gro#th

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