Kotler Keller

Marketing Management 14e

Phillip

Kevin Lane

Defining Marketing for the 21st Century

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

Jobs

Revenue
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Profits

Giving
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Marketing is 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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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.

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What is Marketed?
Persons

Experiences Events Properties Organizations Information Ideas

Goods
Services
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Places
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Who markets?
Response
Attention Purchase Donation Vote

Marketer
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Prospect
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Types of Demand

Unwholesome

Declining

Irregular Negative
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Nonexistent Latent Full Overfull

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Markets

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Simple Marketing System

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Key Customer Markets

Global Markets

Consumer Market

Business Markets
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Government 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

Supply Chain

Marketing Environment
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Competition
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The New Marketing Realities

Globalization
Information Technology Collect Information Communicate w/Customer

Major Societal Forces

Consumer Information

New Company Capabilities

Differentiate Goods

Increased Competition

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Who is Responsible for Marketing?

Entire Organization Marketing Department

Chief Marketing Officer

(CMO)

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Marketing Concepts

Quality Innovation

Create, deliver, and communicate value

Production
Mass production Mass distribution

Product

Selling
Unsought goods Overcapacity

Marketing

Holistic

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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 Ps of the Marketing Mix

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Marketing Management Tasks

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
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