Kotler MM 13e Basic 01

1
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 1-2

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.

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.

What is Marketed?
• Goods • Places and

• Services properties
• Events and • Organizations
experiences • Information
• Persons • Ideas

Demand States
• Negative: Customer dislike • Irregular: seasonally weakly

product or daily basis
• Nonexistent: New product • Unwholesome: attracted
undesirable socially product
• Latent: existing product don't
satisfied needs • Full: Customer buy all the
product
• Declining: Customer buying
less • Overfull: more consumer
would like to buy the product than
can be satisfied

Key Customer Markets
• Consumer markets
• Business markets
• Global markets
• Nonprofit/Government markets

Company Orientations
• Production
• Product
• Selling : Make and sell
• Marketing: produce what you could sell

Marketing Mix and the Customer
Four Ps Four Cs
• Product • Customer solution
• Price • Customer value
• Place • Customer information
• Promotion • Communication

Core Concepts
• Needs, wants, and • Marketing

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

I want it, I need it…
Five Types of Needs
• Stated needs (expensive

Products)
• Real needs (normal price
products)
• Unstated needs (Good services)
• Delight needs (Follow up)
• Secret needs ( clever consumer)

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

Figure 1.3 Improving CMO Success
(cont.)
• 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

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

Internal marketing:
-Marketing Department
-Senior Department Integrated Marketing
-Other Departments -Communications
-Channels
-Products and services
Holistic
marketing
Performance Marketing:
-Sales Revenue
-ethics Relationship marketing:
-Environment -customer
-Community -channel
-partners

Figure 1.5 The Four P’s

Internal Marketing
Internal marketing is the task of hiring,

training, and motivating able employees
who want to serve customers well.
Build mutually satisfying long-
relationship with key constituents to
earn& retain them

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

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

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

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1

Marketing Management, 13th ed

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-2

Marketing is an organizational function

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-3

Marketing management is the

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-4

• Goods • Places and

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-5

• Negative: Customer dislike • Irregular: seasonally weakly

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-6

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-7

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-8

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-9

• Needs, wants, and • Marketing

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-10

Five Types of Needs

• Stated needs (expensive

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-11

• Strengthening the brands

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-12

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-13

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-14

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-15

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-16

Internal marketing is the task of hiring,

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-17

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-18

• Develop market strategies and plans

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-19

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-20

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