Phillip
Kevin Lane
Kotler • Keller
Marketing Management • 14e
Defining Marketing for the 21st Century
Discussion Questions
1. Why is marketing important?
2. What is the scope of marketing?
3. What are some fundamental
marketing concepts?
4. How has marketing management
changed in recent years?
5. What are the task necessary for
successful marketing management?
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Marketing
Demand
Jobs
Revenue
Profits
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Giving
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Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offers that have
value for customers, clients, partners,
and society at large.
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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.
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What is Marketed?
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Persons
Experiences
Events
Properties
Organizations
Information
Ideas
Goods
Services
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Places
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Who markets?
Response
Attention
Purchase
Donation
Vote
Marketer
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Prospect
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Types of Demand
Unwholesome
Irregular
Negative
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Declining
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Nonexistent
Latent
Full
Overfull
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Markets
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Simple Marketing System
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Key Customer Markets
Global Markets
Consumer Market
Business Markets
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Government Market
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Markets
Marketplaces
Marketspaces
Metamarkets
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Core Marketing Concepts
Needs, Wants, and Demands
Target Markets, Positioning,
and Segmentation
Offerings and Brands
Value and Satisfaction
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Core Marketing Concepts
Marketing Channels
Supply Chain
Marketing Environment
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Competition
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The New Marketing Realities
Globalization
Information
Technology
Collect
Information
Major Societal
Forces
Consumer
Information
Increased
Competition
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Communicate
w/Customer
New Company
Capabilities
Differentiate
Goods
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Who is Responsible for Marketing?
Entire Organization
Marketing Department
Chief Marketing Officer
(CMO)
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Marketing Concepts
Quality
Innovation
Production
Mass production
Mass distribution
Create, deliver, and
communicate value
Product
Selling
Marketing
Holistic
Unsought goods
Overcapacity
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Holistic Marketing Dimensions
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Relationship Marketing
Build long-term relationships
Develop marketing networks
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Integrated Marketing
Create, communicate, and
deliver customer value
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Internal Marketing
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Performance Marketing
Social Responsibility
Financial Accountability
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The Four P’s of the Marketing Mix
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Marketing Management Tasks
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Developing market strategies and plans
Capturing marketing insights
Connecting with customers
Building strong brands
Shaping market offerings
Delivering value
Communicating value
Creating long-term growth
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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