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4402088.ppt
- 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?
Copyright © 2012 Pearson Education 1-2
- 3. What is Marketing?
Copyright © 2012 Pearson Education 1-3
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?
Copyright © 2012 Pearson Education 1-4
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.
- 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
Copyright © 2012 Pearson Education 1-9
- 10. Types of Needs
Copyright © 2012 Pearson Education 1-10
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)
- 16. Major Societal Forces
Network information
technology
Globalization
Deregulation
Privatization
Heightened competition
Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer participation
Consumer resistance
Copyright © 2012 Pearson Education 1-16
- 22. Types of
Corporate Social Initiatives
Corporate social marketing
Cause marketing
Cause-related marketing
Corporate philanthropy
Corporate community involvement
Socially responsible business practices
Copyright © 2012 Pearson Education 1-22
- 24. The New Four Ps
Copyright © 2012 Pearson Education 1-24
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
Copyright © 2012 Pearson Education 1-25
- 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