Documente Academic
Documente Profesional
Documente Cultură
1
Defining
Marketing
for the
New Realities
• Services
• Events
• Experiences
• Persons
• Properties
• Organizations
• Information
• Ideas
REAL
UNSTATED
DELIGHT
SECRET
• Target markets
• Positioning
• Segmentation
COMMUNICATION
DISTRIBUTION
SERVICE
• Marketing
environment
– Task environment
– Broad environment
• Technology
• Globalization
• Social
responsibility
• New consumer
capabilities
• Changing channels
– Retail
transformation
– Disintermediation
• Heightened competition
– Private brands
– Mega-brands
– Deregulation
– Privatization
• Marketing balance
• Marketing accountability
PRODUCTION
PRODUCT
SELLING
MARKETING
CUSTOMERS
EMPLOYEES
MARKETING PARTNERS
FINANCIAL
COMMUNITY
FINANCIAL ENVIRONMENTAL
ACCOUNTABILITY IMPACT
SOCIAL IMPACT
PEOPLE
PROCESSES
PROGRAMS
PERFORMANCE
• Delivering value
• Communicating value