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    1 Defining Marketing For The New Realities

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    Nishat Anjum Haque
    This document provides an overview of a marketing management course, including key concepts and frameworks. It defines marketing management as choosing target markets and growing customer value through superior offerings. It discusses the new realities facing marketing, such as technology, globalization, and social responsibility. It also outlines frameworks for the marketing mix, demand states, customer markets, and the holistic approach to marketing.

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    1 Defining Marketing For The New Realities

    Uploaded by

    Nishat Anjum Haque
    35 views14 pages
    This document provides an overview of a marketing management course, including key concepts and frameworks. It defines marketing management as choosing target markets and growing customer value through superior offerings. It discusses the new realities facing marketing, such as technology, globalization, and social responsibility. It also outlines frameworks for the marketing mix, demand states, customer markets, and the holistic approach to marketing.

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    1 Defining marketing for the new realities

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    This document provides an overview of a marketing management course, including key concepts and frameworks. It defines marketing management as choosing target markets and growing customer value through superior offerings. It discusses the new realities facing marketing, such as technology, globalization, and social responsibility. It also outlines frameworks for the marketing mix, demand states, customer markets, and the holistic approach to marketing.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    35 views14 pages

    1 Defining Marketing For The New Realities

    Uploaded by

    Nishat Anjum Haque
    This document provides an overview of a marketing management course, including key concepts and frameworks. It defines marketing management as choosing target markets and growing customer value through superior offerings. It discusses the new realities facing marketing, such as technology, globalization, and social responsibility. It also outlines frameworks for the marketing mix, demand states, customer markets, and the holistic approach to marketing.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Ahsanullah University of Science and Technology

    School of Business
    Program: BBA

    Course Title : Marketing Management


    Code: BBA 221

    Dr. Wahiduzzaman Khan


    Professor (Marketing)
    School of Business
    Ahsanullah University of Science and Technology.
    Contact: +88 01939 9933 99
    E-mail: [email protected]
    Facebook ID: https://www.facebook.com/wahid.roence.7
    Defining marketing for the new realities
    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. (Kotler and
    Keller,2008).
    What is Marketed?
     Goods  Places and properties
     Services  Organizations
     Events and  Information
    experiences  Ideas
     Persons
    Demand States
     Negative  Irregular
     Nonexistent  Unwholesome
     Latent  Full
     Declining  Overfull
    Key Customer Markets
     Consumer markets
     Business markets
     Global markets
     Nonprofit/Government markets
    Marketing Mix and the Customer
    Four Ps Four Cs
     Product  Customer
     Price solution
     Place  Customer cost
     Promotion  Convenience
     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
    The New Marketing Realities
     Technology
     Globalization
     Social
    Responsibilities
    The Holistic Marketing Concept
    · Internal Marketing
    · Integrated Marketing
    · Performance Marketing
    · Relationship Marketing
    The Holistic Marketing Dimensions
    Products & Channels
    Senior services
    Marketing management Other
    department departments Communications Price

    Internal Integrated
    marketing marketing

    Holistic
    marketin
    g

    Sales revenue
    Performance Relationship
    Brand & marketing marketing
    Customer equity

    Ethics Customers
    Social Financial community
    Environment Legal Employees Partners
    Performance Marketing
     Financial  Social Initiatives
    Accountability  Corporate social
     Social Responsibility marketing
    Marketing  Cause marketing
     Corporate
    philanthropy
     Corporate community
    involvement
     Socially responsible
    business practices
    The Evolution of Marketing Management

    Modern
    Marketing Marketing
    Mix Management
    Four Ps Four Ps
    Product People
    Place Processes
    Promotion Programs
    Price Performance
    The New Marketing Realities

    Three Major Two Key Four


    Market Forces Market Outcomes Fundamental Pillars of
    Holistic Marketing

    Relationship
    Technology Marketing

    New
    Consumer
    Capabilities Integrated
    Marketing

    Globalization
    Internal
    Marketing

    New
    Consumer Performance
    Social
    Capabilities Marketing
    Responsibility

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