2000 Prentice Hall

Objectives
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketings Responses to New
Challenges
2000 Prentice Hall
Course/Text Organization
Part I - Understanding Marketing
Management
Part II - Analyzing Marketing
Opportunities
Part III - Developing Marketing
Strategies
Part IV - Shaping the Market Offering
Part V - Managing & Delivering
Marketing Programs
2000 Prentice Hall
Defining Marketing
Marketing is a societal process by
which individuals and groups obtain
what they need and want through
creating, offering, and freely
exchanging products and services of
value with others.
- Philip Kotler (p. 7)
2000 Prentice Hall
Core Concepts of Marketing
Product or Offering
Value and Satisfaction
Needs, Wants, and Demands
Exchange and Transactions
Relationships and Networks
Target Markets & Segmentation
Marketing Channels
Supply Chain
Competition
Marketing Environment
2000 Prentice Hall
Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information
2000 Prentice Hall
Manufacturer
markets
Services,
money
Government
markets
Services,
money
Services
Services,
money
Taxes
Taxes,
goods
Taxes,
goods
Taxes,
goods
Money Money
Consumer
markets
Intermediary
markets
Goods, services
Goods, services
Resources
Resources
Resource
markets
Money Money
Structure of Flows
2000 Prentice Hall
The Four Ps
Marketing
Mix
Product
Price Promotion
Place
The Four Cs
Customer
Solution
Customer
Cost
Communication
Conven-
ience
2000 Prentice Hall

Production Concept

Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are
widely available and inexpensive

Consumers favor products that
offer the most quality, performance,
or innovative features
Consumers will buy products only if
the company aggressively
promotes/sells these products
Focuses on needs/ wants of target
markets & delivering value
better than competitors
Company Orientations
Towards the Marketplace
2000 Prentice Hall
Market
Integrated
marketing
Profits through
customer
satisfaction
Customer
needs
(b) The marketing concept
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
Starting
point
Focus Means Ends
(a) The selling concept
Customer Delivered Value
2000 Prentice Hall
Customers
Front-line people
Middle Management

Top
Management
Traditional Organization Chart
2000 Prentice Hall
Customer-Oriented
Organization Chart
Customers
Front-line people
Middle management


Top
manage-
ment
2000 Prentice Hall
Evolving Views of Marketings
Role
a. Marketing as an
equal function
Finance
Production
Marketing
Human
resources
b. Marketing as a more
important function
Finance
Human
resources
Marketing
Production
2000 Prentice Hall
Evolving Views of Marketings
Role
c. Marketing as the
major function
Marketing
Production
d. The customer as the
controlling factor
Customer
2000 Prentice Hall
Evolving Views of Marketings
Role
e. The customer as the controlling
function and marketing as the
integrative function
Customer
Marketing
Production
2000 Prentice Hall
Review
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketings Responses to New
Challenges