MARKETING MANAGEMENT
Defining Marketing
for the
21st Century
Kotler
Keller
What is marketing?
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What is Marketing?
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.
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What is marketing management?
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What is Marketing Management?
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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Marketing Management Tasks
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 Developing marketing
 Shaping market offerings
strategies
 Capturing marketing insights
 Connecting with customers
 Building strong brands
 Delivering value
 Communicating value
 Creating long-term
growth
What is the difference between marketing and
selling?
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Selling is only the tip of the iceberg
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“There will always be need for
some selling. But the aim of marketing
is to make selling superfluous. The aim
of marketing is to know and understand
the customer so well that the product or
service fits him and sells itself. Ideally,
marketing should result in a customer
who is ready to buy. All that should be
needed is to make the product or
service available.”
Peter Drucker
What is Marketed?
Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas
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Marketing Goods
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Marketing Ideas:
Friends Don’t Let Friends
Drive Drunk
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This is the watch
Stephen Hollingshead, Jr.
was wearing when he
encountered a drunk driver.
Time of death 6:55 p.m.
Key Customer Markets
 Consumer markets
 Business markets
 Global markets
 Nonprofit/Government markets
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Figure 1.2 A Simple Marketing System
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Figure 1.1 Structure of Flows in a Modern
Exchange Economy
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Company Orientations
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Production
Product
Selling
Marketing
Figure 1.4 The Four P’s
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Marketing Mix and the Customer
Four P’s
 Product
 Price
 Place
 Promotion
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Four C’s
 Customer solution
 Customer cost
 Convenience
 Communication
Core Concepts
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 Needs, wants, and demands
 Marketing channels
 Target markets, positioning,
 Supply chain
segmentation
 Offerings and brands
 Value and satisfaction
 Competition
 Marketing environment
 Marketing planning
What Motivates a Consumer
to Take Action?
 Needs - states of felt deprivation including physical needs for food,
social needs for belonging and individual needs for self-expression.
i.e. I am thirsty.
 Wants - form that a human need takes as shaped by culture and
individual personality. i.e. I want a Coca-Cola.
 Demands - human wants backed by buying power. i.e. I have
money to buy a Coca-Cola.
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Factors Influencing
Marketing Strategy
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Marketing Debate
Does Marketing
Create or Satisfy Needs?
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