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MKT: 601

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Presentation Transcript

  1. MKT: 601 Chapter 01: Defining Marketing for the New Realities

  2. The Value of Marketing • Marketing Decision making • Winning Marketing The Scope of Marketing • Goods • Services • Events Olympic • Experiences Fantasy Kingdom • Persons Celebrity • Places Tourism • Properties Stock • Organizations Philips (Sense and Sensibility) • Information Magazine • Ideas Tree plantation

  3. Who Markets Marketers and Prospect • Negative demand • Nonexistent demand • Latent demand • Declining demand • Irregular demand • Full demand • Overfull demand • Unwholesome demand

  4. Markets Key Customer Markets • Consumer Markets • Business Markets • Global Markets • Nonprofit and Governmental Markets • Marketplaces, Market spaces and Metamarkets

  5. Core Marketing Concepts  • Needs, Wants and Demands • Stated needs (Inexpensive cars) • Real needs (low operating costs car) • Unstated needs (good service) • Delight needs (Onboard navigation by dealer) • Secret needs (Show others) • Target markets, Positioning and Segmentation • Offerings and Brands • Marketing Channels (Communication, Distribution and Service) • Paid, Owned and Earned media • Impressions and Engagement • Value and Satisfactions • Supply chain • Competition • Marketing environment

  6. The New Marketing Realities • Technology • Globalization • Social Responsibility Marketing in Practice • Marketing Balance • Marketing Accountability • Marketing in the Organization

  7. Company orientation towards the marketplace • The Production concept • The Product concept • The Selling concept • The Marketing concept • The Holistic Marketing concept

  8. Relationship marketing • Aims to built mutually satisfying long-term relationship with • Customers • Employees • Marketing partners Integrated marketing • Communication • Product and Services • Channels

  9. Internal Marketing • Marketing department • Senior management • Other departments Performance Marketing • Sales revenue • Brand and customer equity • Ethics • Environment • Legal • Community

  10. Marketing management tasks • Developing Marketing strategies and plans • Capturing Marketing insights • Connecting with customers • Building strong brands • Creating Value • Communicating value • Delivering values • Conducting marketing Responsibly for long-term success

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