Académique Documents
Professionnel Documents
Culture Documents
Learning Objectives
Chapter
1
Defining
Marketing
for the
New Realities
1.
2.
3.
4.
5.
6.
7.
1-1
1-2
1-3
1-4
What is Marketed?
Marketing Management
Goods
Services
Events
Experiences
Persons
1-5
1-5
1-6
1-6
2/17/2016
What is Marketed?
Who Markets?
Places
Properties
Organizations
Information
Ideas
1-7
1-7
Negative
Nonexistent
Latent
Declining
Irregular
Unwholesome
Full
Overfull
COPYRIGHT 2016 PEARSON
Copyright EDUCATION,
2016 PearsonINC.
Education Ltd.
1-9
1-9
1-10
1-10
1-12
1-12
Fig. 1.2
A Simple Marketing System
1-8
Fig. 1.1
Structure Of Flows In A Modern
Exchange Economy
8 Demand States
1-8
1-11
Consumer markets
Business markets
Global markets
Nonprofit & governmental markets
2/17/2016
Types of Needs
STATED
REAL
UNSTATED
DELIGHT
1-13
SECRET
1-13
1-14
1-14
Target markets
Positioning
Segmentation
Brands: an offering from a known source
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PEARSONEDUCATION,
2016 PearsonINC.
Education Ltd.
1-15
1-15
1-16
1-16
COMMUNICATION
DISTRIBUTION
SERVICE
1-17
1-17
1-18
1-18
2/17/2016
1-19
1-19
1-21
1-20
1-21
1-22
1-22
Marketing
environment
Technology
Globalization
Task environment
Social
responsibility
Broad environment
1-20
1-23
1-23
1-24
1-24
2/17/2016
A dramatically changed
marketplace
A dramatically changed
marketplace
New consumer
capabilities
Can actively interact
with companies
Can reject marketing
they find inappropriate
1-25
1-25
A dramatically changed
marketplace
1-26
1-26
A dramatically changed
marketplace
1-27
1-27
1-28
1-28
1-30
1-30
A dramatically changed
marketplace
A dramatically changed
marketplace
Heightened competition
Changing channels
Private brands
Retail
transformation
Mega-brands
Deregulation
Disintermediation
Privatization
COPYRIGHT 2016 Copyright
PEARSONEDUCATION,
2016 PearsonINC.
Education Ltd.
1-29
1-29
2/17/2016
Marketing in practice
Marketing balance
PRODUCTION
Marketing accountability
PRODUCT
SELLING
MARKETING
1-31
1-31
1-32
1-32
Relationship marketing
Fig. 1.4
Holistic Marketing Dimensions
CUSTOMERS
EMPLOYEES
MARKETING PARTNERS
FINANCIAL
COMMUNITY
1-33
1-34
Internal marketing
Integrated marketing
Devise marketing activities and programs that
create, communicate, and deliver value such that
the whole is greater than the sum of its parts.
1-35
1-36
2/17/2016
Fig. 1.5
Marketing Mix Components (4 Ps)
Performance marketing
FINANCIAL
ACCOUNTABILITY
ENVIRONMENTAL
IMPACT
SOCIAL IMPACT
1-37
MODERN MARKETING
MANAGEMENT
1-38
MARKETING
MANAGEMENT TASKS
Developing market strategies and plans
PEOPLE
PROCESSES
PROGRAMS
PERFORMANCE
1-39
1-40
1-41
1-42
MARKETING
MANAGEMENT TASKS
Creating value
Delivering value
Communicating value
Creating successful long-term growth