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Copyright © 2003 Prentice-Hall, Inc.
Kotler on
Marketing
The future is not ahead
of us. It has already
happened.
Unfortunately, it is
unequally distributed
among companies,
industries and nations.
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Copyright © 2003 Prentice-Hall, Inc.
Eras of Marketing
Production Era (1860s -1930s)

Sales Era (1930s-1950s)
Marketing Era (1950s - 1990s)
Internet Era (1990s- 20??)
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Copyright © 2003 Prentice-Hall, Inc.
Selling Is Different From
Marketing (or Figure 1.7)
FOCUS
Products
MEANS
ENDS
Through Selling & Promoting
Sales Volume
& Profits
Customer
Through Integrated Marketing
Customer
Satisfaction
& Profits
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Copyright © 2003 Prentice-Hall, Inc.
Marketing Involves Products,
Services, Ideas
 PRODUCTS
 Consumer goods, durables
 Capital equipment (eg
Military)
 SERVICES
 Personal
 Business
 IDEAS
 Education
 The Church
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Copyright © 2003 Prentice-Hall, Inc.
Marketing as an Exchange
Relationship
Something of Value I.e.
money, labour, goods
EX: money  electricity
Buyer
money  healthcare
Seller
vote  political party
Something of Value I.e.
goods, services, ideas
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Copyright © 2003 Prentice-Hall, Inc.
What is Marketing?
“is a societal process by which
individuals and groups obtain what
they need and want through creating,
offering and freely exchanging products
and services of value with others”
Source: Kotler (2003) p.9
Copyright © 2003 Prentice-Hall, Inc.
The Scope of Marketing
 Marketing: typically seen as the
task of creating, promoting, and
delivering goods and services to
consumers and businesses.
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Copyright © 2003 Prentice-Hall, Inc.
The Scope of Marketing





Places
Properties
Organizations
Information
Ideas





Goods
Services
Experiences
Events
Persons
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Copyright © 2003 Prentice-Hall, Inc.
The Decisions
Marketers Make




Consumer Markets
Business Markets
Global Markets
Nonprofit and
Governmental Markets
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Copyright © 2003 Prentice-Hall, Inc.
Figure 1-5:
The Four P
Components
of the
Marketing Mix
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Figure 1-6: Marketing-Mix Strategy
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Copyright © 2003 Prentice-Hall, Inc.
The Marketing Mix
4 P’s
Product
Price
Promotion
Place
4 C’s
Customer needs and
wants
Cost to the customer
Communication
Convenience
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Copyright © 2003 Prentice-Hall, Inc.
Marketing Management from
Transactions...
“the management process responsible
for identifying, anticipating and
satisfying consumers’ requirements
profitability”
Source: Chartered Institute of
Marketing 1991
Copyright © 2003 Prentice-Hall, Inc.
…to Relationship Marketing
“...is to establish, maintain and enhance
relationships with customers and other
partners, at a profit so that the objectives
of both parties are met. This is achieved
by mutual exchange and the keeping of
promises. Such relationships are usually
but not necessarily always long-term.”
Source: Grönroos (1994) JMM p.355
Copyright © 2003 Prentice-Hall, Inc.
Peter Drucker (1973)
“Marketing is so basic
that it cannot be
considered as a
separate function ... it is
the whole business seen
from the point of view
of its final result, from
the customer’s point of
view.”
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Copyright © 2003 Prentice-Hall, Inc.