7/29/2019 Chapter No 1 Marketing
1/14
1
7/29/2019 Chapter No 1 Marketing
2/14
Why is marketing important?
What is the scope of marketing?
What are some fundamental marketing
concepts?
How has marketing management changed?
What are the tasks necessary for successful
marketing management?
7/29/2019 Chapter No 1 Marketing
3/14
7/29/2019 Chapter No 1 Marketing
4/14
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 theorganization and its stakeholders.
7/29/2019 Chapter No 1 Marketing
5/14
Marketingmanagement is the
art and science
of choosing target marketsand getting, keeping, and growing
customers through
creating, delivering, and communicatingsuperior customer value.
7/29/2019 Chapter No 1 Marketing
6/14
Importance of Marketing
Scope of Marketing
7/29/2019 Chapter No 1 Marketing
7/14
Goods
ServicesEvents and
experiences
Persons
Places and properties
Organizations Information
Ideas
7/29/2019 Chapter No 1 Marketing
8/14
Negative
NonexistentLatent
Declining
Irregular
UnwholesomeFull
Overfull
7/29/2019 Chapter No 1 Marketing
9/14
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
7/29/2019 Chapter No 1 Marketing
10/14
Production
Product
Selling
Marketing
7/29/2019 Chapter No 1 Marketing
11/14
Four Ps
ProductPrice
Place
Promotion
Four Cs
Customersolution
Customer cost
Convenience
Communication
7/29/2019 Chapter No 1 Marketing
12/14
Needs, wants, and
demands
Target markets,
positioning,segmentation
Offerings and
brands
Value and
satisfaction
Marketing
channels
Supply chain
Competition
Marketing
environment
Marketing planning
7/29/2019 Chapter No 1 Marketing
13/14
Strengthening the brands
Measuring marketing effectiveness
Driving new product development based on
customer needsGathering meaningful customer insights
Utilizing new marketing technology
7/29/2019 Chapter No 1 Marketing
14/14
Dual Goal of
marketing
Adam SmithCore concepts of
marketing
Scientific
ManagementImportance of
marketing
GeneralAdministrative TheoryScope of marketing
Customer
Dissatisfactio
n
Customer
Delight
Production
Unwholesome
DecliningHawthorne
StudiesFull
Organizational
BehaviorOverfull
Holistic Selling Marketing
What is marketing?
Why marketing?
What is Marketed
Customer
satisfaction
Quality
ManagementCustomer
Satisfaction
Demand States
Company
Orientations
MARKETING IN 21st
Century
Goods Service
s
Persons
Organizatio
n
Informatio
nIdeasPlaces,
Properties
LatentNegative
Organizational
BehaviorIrregular
Organizational
BehaviorNonexistent
ProductMarketing Mix
Marketing
Management Tasks
Product
Promotion
Price Place
Develop marketingstrategies and plansCapture marketing
insightsConnect with customers
B ild t b d
Shape market offeringsDeliver value
Communicate valueCreate long-term
growth
Market
changes
I
Information
technology
Convergenc
e
Competitio
n
Privatization
DeregulationGlobalizati
on
Consumer
resistance