Kotler01 Ippt

1
Defining Marketing
for the 21st Century
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 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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.
1-3
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.
1-4
What Is Marketed?
Goods
Services
Events
Experiences
Places
Copyright
2011 Pearson
Education,
Inc. Publishing
Prentice
Hall adaptation from
Copyright
2013 Dorling
Kindersley
(India) PvtasLtd.
Authorized
1-51-5
What Is Marketed?
Persons
Properties
Organizations
Information
Ideas
1-6
Demand States
Negative
Nonexistent
Latent
Declining
Irregular
Unwholesome
Full
Overfull
1-7
Figure 1.1 Structure of Flows in

Modern Exchange Economy
1-8
Figure 1.2
A Simple Marketing System
1-9
Key Customer Markets
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
1-10
Rural Markets in South Asia
Rural markets offer immense potential for

market expansion and growth:
Consumption in rural markets predicted to
grow at a CAGR of 5% in the next two
decades.
Size and growth rate for many products
and product categories are very attractive.
48 percent of the rural population is below
20 years of age.
1-11
Core Concepts
Needs, wants, and

demands
Target markets,
positioning,
segmentation
Offerings and
brands
Value and
satisfaction
Marketing channels
Supply chain
Competition
Marketing
environment
1-12
Types of Needs
Stated
Real
Unstated
Delight
Secret
1-13
Target Markets,
Positioning & Segmentation
1-14
Offerings and Brands
1-15
Value and Satisfaction
Quality
Service
Price
1-16
Marketing Channels
Communication
Distribution
Service
1-17
Marketing Environment
Demographic
Political-legal
Technological
Economic
Socio-cultural
Natural
1-18
Major Societal Forces
Network information
technology
Globalization
Deregulation
Heightened competition
Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer information
Consumer participation
Consumer resistance
1-19
Company Orientations
Production
Product
Selling
Marketing
1-20
Figure 1.3
Holistic Marketing
1-21
Relationship Marketing
Customers
Employees
Marketing Partners
Financial Community
1-22
Integrated Marketing
Key themes:
(1) many different marketing activities can

create, communicate, and deliver value, and
(2) marketers should design and implement
any one marketing activity with all other
activities in mind.
1-23
Internal Marketing
Internal marketing is the task of

hiring, training, and motivating able employees
who want to serve customers well.
1-24
Performance Marketing
Financial
Accountability
Social Responsibility
Marketing
1-25
Figure 1.4
The Marketing Mix
1-26
The New Four Ps

People
Processes
Programs
Performance
1-27
Marketing Management Tasks
Develop market strategies and plans

Assess market opportunities and customer
value
Choose value
Design value
Deliver value
Communicate value
Sustain growth and value
1-28
For Review
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?
1-29

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1

Why is marketing important?

Marketing is an organizational function

What Is Marketing Management?

Marketing management is the

Figure 1.1 Structure of Flows in

Key Customer Markets

Rural Markets in South Asia

Rural markets offer immense potential for

Needs, wants, and

Offerings and Brands

Value and Satisfaction

Major Societal Forces

(1) many different marketing activities can

Internal marketing is the task of

The New Four Ps

Marketing Management Tasks

Develop market strategies and plans

Why is marketing important?

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