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Chapter 1: Defining Marketing for the 21st Century. Marketing Management Philip Kotler, Kevin Lane Keller 14 edition, 2012, Prentice Hall. Cuốn sách quản trị marketing của Philip Kotler ấn bản thứ 14 năm 2012
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e Defining Marketing for the 21st Century Discussion Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed in recent years? What are the task necessary for successful marketing management? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 25 Marketing Demand Jobs Revenue Profits Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Giving Slide of 25 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 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 25 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 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 25 What is Marketed? • • • • • • Persons Experiences Events Properties Organizations Information Ideas Goods Services Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Places Slide of 25 Who markets? Response Attention Purchase Donation Vote Marketer Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Prospect Slide of 25 Types of Demand Unwholesome Irregular Negative Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Declining • • • • Nonexistent Latent Full Overfull Slide of 25 Markets Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 25 Simple Marketing System Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 11 of 25 Key Customer Markets Global Markets Consumer Market Business Markets Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Government Market Slide 12 of 25 Markets Marketplaces Marketspaces Metamarkets Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of 25 Core Marketing Concepts Needs, Wants, and Demands Target Markets, Positioning, and Segmentation Offerings and Brands Value and Satisfaction Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 25 Core Marketing Concepts Marketing Channels Supply Chain Marketing Environment Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Competition Slide 15 of 25 The New Marketing Realities Globalization Information Technology Collect Information Major Societal Forces Consumer Information Increased Competition Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Communicate w/Customer New Company Capabilities Differentiate Goods Slide 16 of 25 Who is Responsible for Marketing? Entire Organization Marketing Department Chief Marketing Officer (CMO) Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 17 of 25 Marketing Concepts Quality Innovation Production Mass production Mass distribution Create, deliver, and communicate value Product Selling Marketing Holistic Unsought goods Overcapacity Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 18 of 25 Holistic Marketing Dimensions Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 19 of 25 Relationship Marketing Build long-term relationships Develop marketing networks Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 25 Integrated Marketing Create, communicate, and deliver customer value Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 25 Internal Marketing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 22 of 25 Performance Marketing Social Responsibility Financial Accountability Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 25 The Four P’s of the Marketing Mix Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 25 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 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 25 of 25 [...]... Globalization Information Technology Collect Information Major Societal Forces Consumer Information Increased Competition Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Communicate w/Customer New Company Capabilities Differentiate Goods Slide 16 of 25 Who is Responsible for Marketing? Entire Organization Marketing Department Chief Marketing Officer (CMO) Copyright © 2 012 Pearson Education,... Core Marketing Concepts Needs, Wants, and Demands Target Markets, Positioning, and Segmentation Offerings and Brands Value and Satisfaction Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 25 Core Marketing Concepts Marketing Channels Supply Chain Marketing Environment Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Competition Slide 15 of 25 The New Marketing. .. Hall Slide 22 of 25 Performance Marketing Social Responsibility Financial Accountability Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 25 The Four P’s of the Marketing Mix Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 25 Marketing Management Tasks • • • • • • • • Developing market strategies and plans Capturing marketing insights Connecting... Hall Slide 17 of 25 Marketing Concepts Quality Innovation Production Mass production Mass distribution Create, deliver, and communicate value Product Selling Marketing Holistic Unsought goods Overcapacity Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 18 of 25 Holistic Marketing Dimensions Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 19 of 25 Relationship... Hall Slide 19 of 25 Relationship Marketing Build long-term relationships Develop marketing networks Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 25 Integrated Marketing Create, communicate, and deliver customer value Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 25 Internal Marketing Copyright © 2 012 Pearson Education, Inc Publishing...Simple Marketing System Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 11 of 25 Key Customer Markets Global Markets Consumer Market Business Markets Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Government Market Slide 12 of 25 Markets Marketplaces Marketspaces Metamarkets Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of... strategies and plans Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth Copyright © 2 012 Pearson Education, Inc Publishing as Prentice Hall Slide 25 of 25