Marketing in the twenty first century.ppt

presentation of MBA project about marketing

2. ©2000 Prentice Hall
Objectives
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s Responses to New
Challenges

3. ©2000 Prentice Hall
Course/Text Organization
Part I -Understanding Marketing
Management
Part II -Analyzing Marketing
Opportunities
Part III -Developing Marketing
Strategies
Part IV -Shaping the Market Offering
Part V -Managing & Delivering
Marketing Programs

4. ©2000 Prentice Hall
Defining Marketing
Marketing is a societal process by
which individuals and groups obtain
what they need and want through
creating, offering, and freely
exchanging products and services of
value with others.
-Philip Kotler (p. 7)

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Core Concepts of Marketing
Product or Offering
Value and Satisfaction
Needs, Wants, and Demands
Exchange and Transactions
Relationships and Networks
Target Markets & Segmentation
Marketing Channels
Supply Chain
Competition
Marketing Environment

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Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

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Manufacturer
markets
Services,
money
Government
markets
Services,
money
Services
Services,
money
Taxes
Taxes,
goods
Taxes,
goods
Taxes,
goods
Money Money
Consumer
markets
Intermediary
marketsGoods, services
Goods, services
Resources Resources
Resource
markets
Money Money
Structure of Flows

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The Four Ps
Marketing
Mix
Product
Price Promotion
Place
The Four Cs
Customer
Solution
Customer
Cost
Communication
Conven-
ience

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Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are
widely available and inexpensive
Consumers favor products that
offer the most quality, performance,
or innovative features
Consumers will buy products only if
the company aggressively
promotes/sells these products
Focuses on needs/ wants of target
markets & delivering value
better than competitors
Company Orientations
Towards the Marketplace

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Market
Integrated
marketing
Profits through
customer
satisfaction
Customer
needs
(b) The marketing concept
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
Starting
pointFocus Means Ends
(a) The selling concept
Customer Delivered Value

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Customers
Front-line people
Middle Management
Top
Management
Traditional Organization Chart

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Customer-Oriented
Organization Chart
Customers
Front-line people
Middle management
Top
manage-
ment

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Evolving Views of Marketing’s
Role
a. Marketing as an
equal function
FinanceProduction
Marketing
Human
resources
b. Marketing as a more
important function
Finance
Human
resources
Marketing
Production

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Evolving Views of Marketing’s
Role
c. Marketing as the
major function
Marketing
Production
d. The customer as the
controlling factor
Customer

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Evolving Views of Marketing’s
Role
e. The customer as the controlling
function and marketing as the
integrative function
Customer
Marketing
Production

16. ©2000 Prentice Hall
Review
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s Responses to New
Challenges