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    Defining Marketing For The New Realities

    Uploaded by

    Yusril Kurniawan
    Kotler Marketing

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Defining Marketing For The New Realities

    Uploaded by

    Yusril Kurniawan
    78 views15 pages
    Kotler Marketing

    Original Title

    kotler MKT

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

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    Kotler Marketing

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    78 views15 pages

    Defining Marketing For The New Realities

    Uploaded by

    Yusril Kurniawan
    Kotler Marketing

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 15

    Chapter

    1
    Defining
    Marketing
    for the
    New Realities

    Copyright © 2016 Pearson Education Ltd. 1-1


    The Value of Marketing
    • Financial success often depends on marketing
    ability
    • Successful marketing builds demand for
    products and services, which, in turn, creates
    jobs
    • Marketing builds strong brands and a loyal
    customer base, intangible assets that contribute
    heavily to the value of a firm

    Copyright © 2016 Pearson Education Ltd. 1-2


    The Scope of Marketing
    • Marketing is about identifying and meeting
    human and social needs

    • AMA’s formal definition: Marketing is the activity,


    set of institutions, and processes for creating,
    communicating, delivering, and exchanging
    offerings that have value for customers, clients,
    partners, and society at large

    Copyright © 2016 Pearson Education Ltd. 1-3


    Marketing Management
    • The art and science of choosing target
    markets and getting, keeping, and growing
    customers through creating, delivering,
    and communicating superior customer
    value

    COPYRIGHT © 2016 PEARSON


    Copyright ©EDUCATION,
    2016 PearsonINC.
    Education Ltd. 1-4 1-4
    8 Demand States
    • Negative
    • Nonexistent
    • Latent
    • Declining
    • Irregular
    • Unwholesome
    • Full
    • Overfull
    COPYRIGHT © 2016 PEARSON
    Copyright ©EDUCATION,
    2016 PearsonINC.
    Education Ltd. 1-5 1-5
    Core Marketing Concepts
    • Needs: the basic human requirements
    such as for air, food, water, clothing, and
    shelter

    • Wants: specific objects that might satisfy


    the need

    • Demands: wants for specific products


    backed by an ability to pay
    COPYRIGHT © 2016 PEARSON
    Copyright ©EDUCATION,
    2016 PearsonINC.
    Education Ltd. 1-6 1-6
    Core Marketing Concepts
    • Value proposition: a set of benefits that
    satisfy those needs

    • Offerings: a combination of products,


    services, information, and experiences

    • Brands: an offering from a known source

    COPYRIGHT © 2016 PEARSON


    Copyright ©EDUCATION,
    2016 PearsonINC.
    Education Ltd. 1-7 1-7
    Core Marketing Concepts
    • Value: a combination of quality, service,
    and price (qsp: the customer value triad)

    • Satisfaction: a person’s judgment of a


    product’s perceived performance in
    relationship to expectations

    COPYRIGHT © 2016 PEARSON


    Copyright ©EDUCATION,
    2016 PearsonINC.
    Education Ltd. 1-8 1-8
    Company Orientation toward
    the Marketplace

    PRODUCTION

    PRODUCT

    SELLING

    MARKETING

    COPYRIGHT © 2016 PEARSON


    Copyright ©EDUCATION,
    2016 PearsonINC.
    Education Ltd. 1-9 1-9
    Fig. 1.4
    Holistic Marketing Dimensions

    Copyright © 2016 Pearson Education Ltd. 1-10


    Relationship marketing

    CUSTOMERS

    EMPLOYEES

    MARKETING PARTNERS

    FINANCIAL
    COMMUNITY

    Copyright © 2016 Pearson Education Ltd. 1-11


    Integrated marketing
    • Devise marketing activities and programs that
    create, communicate, and deliver value such that
    “the whole is greater than the sum of its parts.”

    Copyright © 2016 Pearson Education Ltd. 1-12


    Fig. 1.5
    Marketing Mix Components (4 Ps)

    Copyright © 2016 Pearson Education Ltd. 1-13


    MARKETING
    MANAGEMENT TASKS
    • Developing market strategies and plans

    • Capturing marketing insights

    • Connecting with customers

    • Building strong brands

    Copyright © 2016 Pearson Education Ltd. 1-14


    MARKETING
    MANAGEMENT TASKS
    • Creating value

    • Delivering value

    • Communicating value

    • Creating successful long-term growth

    Copyright © 2016 Pearson Education Ltd. 1-15

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