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    Defining Marketing For The 21 Century

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    Noviar Rahman
    Marketing is defined as an organizational function for creating and delivering value to customers. Marketing management involves choosing target markets and growing customers through superior value. The core functions of marketing include understanding customer needs, delivering value and satisfaction, managing marketing channels and competition, and operating within the broader marketing environment. Effective marketing requires integrating the four P's of the marketing mix: product, price, place, and promotion.

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    Defining Marketing For The 21 Century

    Uploaded by

    Noviar Rahman
    310 views18 pages
    Marketing is defined as an organizational function for creating and delivering value to customers. Marketing management involves choosing target markets and growing customers through superior value. The core functions of marketing include understanding customer needs, delivering value and satisfaction, managing marketing channels and competition, and operating within the broader marketing environment. Effective marketing requires integrating the four P's of the marketing mix: product, price, place, and promotion.

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    kotler01

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    Marketing is defined as an organizational function for creating and delivering value to customers. Marketing management involves choosing target markets and growing customers through superior value. The core functions of marketing include understanding customer needs, delivering value and satisfaction, managing marketing channels and competition, and operating within the broader marketing environment. Effective marketing requires integrating the four P's of the marketing mix: product, price, place, and promotion.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    310 views18 pages

    Defining Marketing For The 21 Century

    Uploaded by

    Noviar Rahman
    Marketing is defined as an organizational function for creating and delivering value to customers. Marketing management involves choosing target markets and growing customers through superior value. The core functions of marketing include understanding customer needs, delivering value and satisfaction, managing marketing channels and competition, and operating within the broader marketing environment. Effective marketing requires integrating the four P's of the marketing mix: product, price, place, and promotion.

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    of 18

    1

    Defining Marketing
    for the 21st Century
    Enjang Dana Resi, ST, MBA

    Further Information:
    Mobile: 081312626311
    [email protected]

    Marketing Management, 13th ed


    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.

    1-2
    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.

    1-3
    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

    1-4
    What is Marketed?
    Goods
    Goods
    Services
    Services
    Events
    Events &
    & Experiences
    Experiences
    Persons
    Persons
    Places
    Places &
    & Properties
    Properties
    Organizations
    Organizations
    Information
    Information
    Ideas
    Ideas
    1-5
    Marketing Can Promote Ideas

    1-6
    Figure 1.1 Structure of Flows in a Modern
    Exchange Economy

    1-7
    Figure 1.2 A Simple Marketing System
    A.K.A. The Exchange Process

    1-8
    For an exchange to occur….
    • There are at least two parties.
    • Each party has something that might be of
    value to the other party.
    • Each party is capable of communication and
    delivery.
    • Each party is free to reject the exchange offer.
    • Each party believes it is appropriate or
    desirable to deal with the other party.

    1-9
    Core Marketing Concepts

    • Needs, wants, and • Value and


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

    1-10
    • 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.

    1-11
    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

    1-12
    Company Orientations

    Production Product

    Selling Marketing

    1-13
    Figure 1.5 The Four P’s
    Marketing
    Mix

    Product Place
    Variety Channels
    Quality Coverage
    Design Assortments
    Features Locations
    Brand name Inventory
    Packaging Transport
    Sizes Price Promotion
    Services List price Sales promotion
    Warranties Discounts Advertising
    Returns Allowances Sales force
    Payment period Public relations
    Credit terms Direct marketing

    1-14
    Internal Marketing

    Internal marketing is the task of


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

    1-15
    Performance Marketing
    • Financial Social Initiatives
    Accountability • Corporate social
    • Social Responsibility marketing
    Marketing • Cause marketing
    • Corporate philanthropy
    • Corporate community
    involvement
    • Socially responsible
    business practices

    1-16
    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
    1-17
    Marketing Debate:
    Take a Position!
    Does marketing shape consumer needs?
    or
    Does marketing merely reflect the needs
    and wants of consumers?

    1-18

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