Kotler Mm15e Inppt 01
Kotler Mm15e Inppt 01
Kotler Mm15e Inppt 01
1
Defining
Marketing
for the
New Realities
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What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons
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What is Marketed?
• Places
• Properties
• Organizations
• Information
• Ideas
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Who Markets?
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8 Demand States
• Negative
• Nonexistent
• Latent
• Declining
• Irregular
• Unwholesome
• Full
• Overfull
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Fig. 1.1
Structure Of Flows In A Modern
Exchange Economy
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Fig. 1.2
A Simple Marketing System
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Core Marketing Concepts
• Needs: the basic human requirements such as
for air, food, water, clothing, and shelter
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Types of Needs
STATED
REAL
UNSTATED
DELIGHT
SECRET
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Core Marketing Concepts
• Target markets
• Positioning
• Segmentation
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Core Marketing Concepts
• Value proposition: a set of benefits that
satisfy those needs
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Core Marketing Concepts
• Marketing channels
COMMUNICATION
DISTRIBUTION
SERVICE
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Core Marketing Concepts
• Paid media: TV, magazine and display ads,
paid search, and sponsorships
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Core Marketing Concepts
• Value: a combination of quality, service, and
price (qsp: the customer value triad)
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Core Marketing Concepts
• Supply chain: a channel stretching from raw materials to
components to finished products carried to final buyers (Fig 1.3:
The Supply Chain for Coffee)
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Core Marketing Concepts
• Competition: all the actual and potential rival
offerings and substitutes a buyer might
consider
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Core Marketing Concepts
• Marketing
environment
– Task environment
– Broad environment
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The New Marketing Realities
• Technology
• Globalization
• Social responsibility
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A dramatically changed marketplace
• New consumer
capabilities
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A dramatically changed marketplace
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A dramatically changed marketplace
• Changing channels
– Retail
transformation
– Disintermediation
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A dramatically changed marketplace
• Heightened competition
– Private brands
– Mega-brands
– Deregulation
– Privatization
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Marketing in practice
• Marketing balance
• Marketing accountability
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Company Orientation toward
the Marketplace
PRODUCTION
PRODUCT
SELLING
MARKETING
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Fig. 1.4
Holistic Marketing Dimensions
CUSTOMERS
EMPLOYEES
MARKETING
PARTNERS
FINANCIAL
COMMUNITY
FINANCIAL ENVIRONMENTAL
ACCOUNTABILITY IMPACT
SOCIAL IMPACT
PEOPLE
PROCESSES
PROGRAMS
PERFORMANCE
• Delivering value
• Communicating value