Mktng mgt kotler 1-2-3.pdf

Defining Marketing for the 21st Century

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

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

What is Marketed? Goods

Services

Events & Experiences

Persons

Places & Properties

Organizations

Information

Ideas

Figure 1.1 Structure of Flows in a Modern Exchange Economy

Figure 1.2 A Simple Marketing System

Demand States

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

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Nonexistent Latent

Declining Irregular

Full Unwholesome Overfull

Negative

Functions of CMOs

• Strengthening the brands

• Measuring marketing effectiveness

• Driving new product development based on customer needs

• Gathering meaningful customer insights

• Utilizing new marketing technology


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Figure 1.3 Improving CMO Success

• Make the mission and responsibilities clear

• Fit the role to the marketing culture and structure

• Ensure the CMO is compatible with the CEO

• Remember that show people don’t succeed

• Match the personality with the CMO type

• Make line managers marketing heroes

• Infiltrate the line organization

• Require right-brain and left-brain skills


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Core Marketing Concepts

• Needs, wants, and demands

• Target markets, positioning, segmentation

• Offerings and brands

• Value and satisfaction

• Marketing channels

• Supply chain

• Competition

• Marketing environment


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I want it, I need it…

Five Types of Needs

• Stated needs

• Real needs

• Unstated needs

• Delight needs

• Secret needs

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The marketplace isn’t what it used to be…


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Information technology

Globalization

Deregulation

Privatization

Competition

Convergence

Consumer resistance

Retail transformation

New Consumer Capabilities

• A substantial increase in buying power

• A greater variety of available goods and services

• A great amount of information about practically anything

• Greater ease in interacting and placing and receiving orders

• An ability to compare notes on products and services

• An amplified voice to influence public opinion


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Company Orientations


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Production

Selling Marketing

Product


Figure 1.4 Holistic Marketing Dimensions


Figure 1.5 The Four P’s


Internal Marketing

Internal marketing is the task of hiring, training, and motivating able employees

who want to serve customers well.


Performance Marketing

• Financial Accountability

• Social Responsibility Marketing

Social Initiatives

• Corporate social marketing

• Cause marketing

• Corporate philanthropy

• Corporate community involvement

• Socially responsible business practices

Chapter 2

Developing Marketing Strategies and Plans


Three V’s Approach to Marketing

Define the value segment

Define the value proposition

Define the value network


Core Business Processes

• Market-sensing process

• New-offering realization process

• Customer acquisition process

• Customer relationship management process

• Fulfillment management process


Figure 2.1 A Holistic Marketing Framework


Levels of a Marketing Plan

• Strategic

– Target marketing decisions

– Value proposition

– Analysis of marketing opportunities

• Tactical

– Product features

– Promotion

– Merchandising

– Pricing

– Sales channels

– Service


Figure 2.2 The Strategic Planning, Implementation, and Control Processes


Major Competitive Spheres

Industry

Products

Market segment

Geographical

Competence Vertical

channels


Table 2.3 Product Orientation vs. Market Orientation

Company Product Market

Missouri-Pacific

Railroad

We run a railroad We are a people-

and-goods mover

Xerox We make copying

equipment

We improve office

productivity

Standard Oil We sell gasoline We supply energy

Columbia Pictures We make movies We entertain

people


Dimensions That Define a Business

Customer groups

Technology Customer

needs


Figure 2.3 The Strategic Planning Gap


Figure 2.4 Ansoff’s Product-Market

Expansion Grid


Figure 2.5 The Business Unit Strategic Planning Process


Figure 2.6 Opportunity Matrix


Figure 2.6 Threat Matrix


Porter’s Generic Strategies

Overall Cost Leadership

Differentiation

Focus


Categories of Marketing Alliances

Product or Service Alliances

Promotional Alliances

Logistics Alliances

Pricing Collaborations


Marketing Plan Contents

Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls

Mktng mgt kotler 1-2-3.pdf

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