Defining Modern Marketing.ppt

Since marketing has been evolving with time, this presentation provides a sense of marketing in the twenty first century.

1. Defining Marketing for the 21
st
Century

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Discussion Questions
1.Why is marketing important?
2.What is the scope of marketing?
3.What are some fundamental
marketing concepts?
4.How has marketing management
changed in recent years?
5.What are the task necessary for
successful marketing management?

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Marketing
Demand
Revenue
Jobs
ProfitsGiving

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Marketingis 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.
.

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Marketingis the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offers that have
value for customers, clients, partners,
and society at large.

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•Experiences
•Events
•Properties
•Organizations
•Information
•Ideas
What is Marketed?
Places
Persons
Services
Goods

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Who markets?
Marketer Prospect
Attention
Purchase
Donation
Vote
Response

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Types of Demand
Negative
•Nonexistent
•Latent
•Full
•Overfull
DecliningUnwholesome
Irregular

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Markets

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Simple Marketing System

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Key Customer Markets
Global Markets
Business Markets
Government Market
Consumer Market

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Markets
Marketplaces
Marketspaces
Metamarkets

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Core Marketing Concepts
Needs, Wants, and Demands
Target Markets, Positioning,
and Segmentation
Offerings and Brands
Value and Satisfaction

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Core Marketing Concepts
Marketing Channels
Competition
Marketing Environment
Supply Chain

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The New Marketing Realities
New Company
Capabilities
Major Societal
Forces
Information
Technology
Globalization
Increased
Competition
Consumer
Information
Communicate
w/Customer
Collect
Information
Differentiate
Goods

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Who is Responsible for Marketing?
Chief Marketing Officer
(CMO)
Entire Organization
Marketing Department

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HolisticMarketing
Marketing Concepts
SellingProductProduction
Mass production
Mass distribution
Quality
Innovation
Unsought goods
Overcapacity
Create, deliver, and
communicate value

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Holistic Marketing Dimensions

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Relationship Marketing
Build long-term relationships
Develop marketing networks

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Integrated Marketing
Create, communicate, and
deliver customer value

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Internal Marketing

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Performance Marketing
Social Responsibility
Financial Accountability

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The Four P’s of the Marketing Mix

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•Developing market strategies and plans
•Capturing marketing insights
•Connecting with customers
•Building strong brands
•Shaping market offerings
•Delivering value
•Communicating value
•Creating long-term growth
Marketing Management Tasks