1. A Framework for Marketing Management
International Edition
1
Defining Marketing
for the 21st Century
1

2. Chapter Questions
 Why is marketing important?
 What is the scope of marketing?
 What are some fundamental marketing
concepts and new marketing realities?
 What are the tasks necessary for successful
marketing management?
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3. What is Marketing?
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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.

4. What is Marketing Management?
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Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.

5. What is Marketed?
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• Goods
• Services
• Events
• Experiences
• Persons

6. What is Marketed?
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• Places
• Properties
• Organizations
• Information
• Ideas

7. Figure 1.1
A Simple Marketing System
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8. Copyright © 2012 Pearson Education 1-8
Key Customer Markets
 Consumer markets
 Business markets
 Global markets
 Nonprofit/Government markets

9. 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
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10. Types of Needs
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Stated
(the customer wants an inexpensive car)
Real
(the customer wants a car whose operating cost is low, not initial price)
Unstated
(the customer expects good service from the dealer)
Delight
(the customer would like the dealer to include a GPS navigation)
Secret
(the customer wants to bee seen by friends as a savvy consumer)

11. Target Markets,
Positioning & Segmentation
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12. Offerings and Brands
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13. Value and Satisfaction
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14. Marketing Channels
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Communication
Distribution
Service

15. Marketing Environment
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Demographic Economic
Socio-cultural
Natural
Technological
Political-legal

16. Major Societal Forces
 Network information
technology
 Globalization
 Deregulation
 Privatization
 Heightened competition
 Industry convergence
 Retail transformation
 Disintermediation
 Consumer buying power
 Consumer participation
 Consumer resistance
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17. Company Orientations
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Production
Product
Selling
Marketing

18. Holistic Marketing
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19. Relationship Marketing
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Customers
Employees
Marketing Partners
Financial Community

20. Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
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21. Performance Marketing
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Financial
Accountability
Social Responsibility
Marketing

22. Types of
Corporate Social Initiatives
 Corporate social marketing
 Cause marketing
 Cause-related marketing
 Corporate philanthropy
 Corporate community involvement
 Socially responsible business practices
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23. The Marketing Mix
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24. The New Four Ps
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Processes
People
Programs
Performance

25. Marketing Management Tasks
 Develop market strategies and plans
 Capture marketing insights
 Connect with customers
 Build strong brands
 Shape market offerings
 Deliver value
 Communicate value
 Create long-term growth
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26. For Review
 Why is marketing important?
 What is the scope of marketing?
 What are some fundamental marketing
concepts and new realities?
 What are the tasks necessary for successful
marketing management?
Copyright © 2012 Pearson Education 1-26