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Defining Marketing
for the 21st Century
Marketing Management, 13th ed
Chapter Questions
•  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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Hall
Good Marketing is No Accident
Starbucks plans to
ensure its marketing
successes in
countries around the
world.

Hall
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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.

Hall
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.

Hall
Selling is only the tip of the iceberg
“There will always be a 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

Hall
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What is Marketed?
Goods
Services
Events & Experiences
Persons
Places & Properties

Organizations
Information
Ideas
Hall
Successful New Product Launches

Require Careful Planning

Hall
Marketing Can Promote Ideas

Hall
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Figure 1.1 Structure of Flows in a Modern
Exchange Economy

Hall
Figure 1.2 A Simple Marketing System

Hall
Demand States
Negative Nonexistent Latent
Declining Irregular
Full Overfull Unwholesome

Hall
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Key Customer Markets
Consumer Markets Global Markets
Business Markets Nonprofit/ Government Markets

Hall
Edmunds.com:
A Metamediary Website

Hall
Functions of CMOs
•  Strengthening the brands

•  Measuring marketing effectiveness
•  Driving new product development
based on customer needs
•  Gathering meaningful customer insights
•  Utilizing new marketing technology

Hall
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Figure 1.3 Improving CMO Success
•  Make the mission and responsibilities clear

•  Fit the role to the marketing culture and
structure
•  Ensure the CMO is compatible with the CEO
•  Remember that show people don’t succeed
•  Match the personality with the CMO type
•  Make line managers marketing heroes
•  Infiltrate the line organization
•  Require right-brain and left-brain skills

Hall
Core Marketing Concepts
•  Needs, wants, and •  Value and

demands satisfaction
•  Target markets, •  Marketing channels
positioning, •  Supply chain
segmentation •  Competition
•  Offerings and •  Marketing
brands environment

Hall
I want it, I need it…
Five Types of Needs
•  Stated needs
•  Real needs
•  Unstated needs
•  Delight needs
•  Secret needs

Hall
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The marketplace isn’t what it used to be…
Information technology
Globalization
Deregulation
Privatization
Competition
Convergence
Consumer resistance
Retail transformation

Hall
New Consumer Capabilities

•  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

Hall
Company Orientations
Production Product
Selling Marketing

Hall
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Figure 1.4 Holistic Marketing Dimensions

Hall
RBC emphasizes a
relationship marketing approach

Hall
Figure 1.5 The Four P’s

Hall
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Carnival uses
online marketing activities

Hall
Internal Marketing
Internal marketing is the task of

hiring, training, and motivating able
employees who want to serve
customers well.

Hall
Performance Marketing
•  Financial Social Initiatives

Accountability •  Corporate social
•  Social marketing
Responsibility •  Cause marketing
Marketing •  Corporate philanthropy
•  Corporate community
involvement
•  Socially responsible
business practices

Hall
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Marketing Management Tasks
•  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

Hall
Marketing Debate:
Take a Position!
Does marketing shape consumer needs?

or
Does marketing merely reflect the needs
and wants of consumers?

Hall
Marketing Discussion
ü Consider the societal forces noted in

the chapter (e.g., information
technology, globalization, deregulation,
consumer resistance, retail
transformation).
ü How have marketing practices shifted
to accommodate and even leverage
these forces?

Hall
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1

Marketing Management, 13th ed

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Good Marketing is No Accident

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Marketing is an organizational function

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

What is Marketing Management?

Marketing management is the

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Selling is only the tip of the iceberg

“There will always be a need for

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Places & Properties

Successful New Product Launches

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Marketing Can Promote Ideas

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Figure 1.2 A Simple Marketing System

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Negative Nonexistent Latent

Full Overfull Unwholesome

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Business Markets Nonprofit/ Government Markets

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

• Strengthening the brands

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

• Make the mission and responsibilities clear

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Core Marketing Concepts

• Needs, wants, and • Value and

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

I want it, I need it…

Five Types of Needs

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

New Consumer Capabilities

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Figure 1.5 The Four P’s

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Internal marketing is the task of

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

• Financial Social Initiatives

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

• Develop market strategies and plans

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

Does marketing shape consumer needs?

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

ü Consider the societal forces noted in

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice

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•  Strengthening the brands

•  Make the mission and responsibilities clear

•  Needs, wants, and •  Value and

•  Financial Social Initiatives

•  Develop market strategies and plans

ü Consider the societal forces noted in