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Slide 1:

1- 1 Chapter 1 Defining Marketing for the 21st Century Marketing Management 12 th Edition Philip Kotler and Kevin Lane Keller

Marketing Definition:

1- 2 Marketing Definition Meeting needs profitably

Marketing Management Definition:

1- 3 Marketing Management Definition 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

The Scope of Marketing:

1- 4 The Scope of Marketing Places Organizations Information Ideas Goods Services Experiences Events Persons

The marketplace isn’t what it used to be. . .:

1- 5 The marketplace isn’t what it used to be. . . Changing Technology Globalization Deregulation Privatization Customer Empowerment Customization Heightened Competition Industry Convergence Retail Transformation

Slide 6:

1- 6 Five Forces Determining Segment Structural Attractiveness Potential Entrants (Threat of Mobility) Buyers (Buyer power) Substitutes (Threats of substitutes) Suppliers (Supplier power) Industry Competitors (Segment rivalry)

Core Marketing Concepts :

1- 7 Core Marketing Concepts Target Markets & Segmentation

Demographic Shifts:

1- 8 Demographic Shifts Increasing Diversity of Population Changing Family and Living Patterns Emergence of New Children’s Markets Income and Education Increases

Core Marketing Concepts:

1- 9 Core Marketing Concepts Value and Satisfaction Marketing Channels Target Markets & Segmentation Supply Chain Offering and Brand Needs, Wants and Demands

Slide 10:

1- 10 Levels of Competition Generic Brand Form Industry

Slide 11:

1- 11 Competitive Set Dell Brand Industry Form Generic Direct substitutes Compete for same sales dollars Same end benefit Same product or class of products

Core Marketing Concepts:

1- 12 Core Marketing Concepts Value and Satisfaction Marketing Channels Target Markets & Segmentation Supply Chain Competition Offering and Brand Needs, Wants and Demands Marketing Environment

Slide 13:

1- 13 The 4 Ps Marketing Mix Product Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns Promotion Sales Promotion Advertising Sales Force Public Relations Direct Marketing Place Channels Coverage Assortments Locations Inventory Transportation Price List Price Discounts Allowances Payment Period Credit Terms

Company Orientations Toward the Marketplace:

1- 14 Company Orientations Toward the Marketplace Production Concept Product Concept Selling Concept Marketing Concept

Slide 15:

1- 15 Target Market Integrated marketing Profits through customer satisfaction Customer needs Holistic Marketing Concept Customer Delivered Value

Slide 16:

1- 16 Holistic Marketing Internal Marketing Marketing Department Other Departments Senior Management Holistic Marketing Integrated Marketing 4 Ps Socially Responsible Marketing Legal Ethics Environment Community Relationship Marketing Customers Channel Partners