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Defining Marketing for the 21stCentury

Course Instructor

Mihai ichindelean

Marketing Management, 14thEdition

Kotler Philip, Keller Kevin Lane

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Why is marketing important?

What is the scope of marketing?

What are some fundamental marketing concepts?

How has marketing management changed?

What are the tasks necessary for successful marketing management?

CHAPTERQUESTIONS

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WHATISMARKETING?

Marketingis 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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WHATISMARKETINGMANAGEMENT?

Marketingmanagementis 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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WHATISMARKETED?

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WHATISMARKETED?

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WHATISMARKETED?

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WHATISMARKETED?

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WHATISMARKETED?

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WHATISMARKETED?

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STRUCTUREOFFLOWSINAMODERN

EXCHANGEECONOMY

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A SIMPLEMARKETINGSYSTEM

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KEYCUSTOMERMARKETS

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KEYCUSTOMERMARKETS

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KEYCUSTOMERMARKETS

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KEYCUSTOMERMARKETS

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FUNCTIONSOFCMOS

Strengthening the brands

Measuring marketing effectiveness Driving new product development based on customer needs

Gathering meaningful customer insights

Utilizing new marketing technology

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CAPITOLUL4CERCETAREDEMARKETINGCANTITATIVPRIVINDDETERMINAREAINTERACIUNIIDIMENSIUNILORPSIHOLOGICEI

COMPORTAMENTALEALECLIENILORCOMPANIILORDISTRIBUITOAREDE

CARBURANT

Five Types of Needs

Stated needs

Real needs

Unstated needs

Delight needs

Secret needs

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THEMARKETPLACEISNTWHATITSUSEDTOBE

Information technology

Globalization

DeregulationPrivatization

Competition

ConvergenceConsumer resistance

Retail transformation

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NEWCONSUMERCAPABIITIES

A substantial increase in buying power

A greater variety of available goods and services

A great amount of information about practically anything

Greater ease in interacting and placing and receiving orders

An ability to compare notes on products and services

An amplified voice to influence public opinion

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COMPANYORIENTATION

Production

Selling Marketing

Product

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HOLISTICMARKETINGDIMENSIONS

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THEFOURPS

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RELATIONSHIPMARKETINGCUSTOMERLIFETIMECYCLE

Relationship

Intensity

Time

Aquisition Retention Ending/Reaquisition

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MARKETINGMANAGEMENTTASKS

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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MARKETINGDEBATE:

TAKEAPOSITION!

Does marketing shape consumer needs?

or

Does marketing merely reflect the needs and wants

of consumers?

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Thanks!