kotler_cpt1_14e_revised.ppt
TRANSCRIPT
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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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Marketing Can Promote Ideas
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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$ly
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Key Markets?
Consu!er 4ar$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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1-10
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$lace
and Customer (eeds
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+fferings and *rands
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". 'nderstanding the Market$lace
and Customer (eedsCustomer ,alue and Satisfaction
!$ectations
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!changeis the act o obtaining a desiredobFect ro! so!eone by oering so!ething in
return
". 'nderstanding the Market$lace
and Customer (eeds
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-. )esigning a Customer)ri/enMarketing Strategy
Market segmentation reers to di"iding the
!ar$ets into seg!ents o custo!ers
%arget marketing reers to #hich seg!ents to
go ater
Selecting Customers to Ser/e
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-. )esigning a Customer)ri/enMarketing Strategy
)emarketing is !ar$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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-. )esigning a Customer)ri/enMarketing Strategy
%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$osition
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hat is Value/ orth?
Value reflects the perceived tangible andintangible benefits and costs to customers.
Value can be seen as primarily a combination
of quality, service, and price (qsp), called the"customer value triad."
Value increases ith quality and service and
decreases ith price, although other factorscan also play an important role.
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,alue and Satisfaction
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-. )esigning a Customer)ri/enMarketing Strategy
Marketing Management +rientations
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Production conce$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