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1
Defining
Marketing
for the
New Realities
• Services
• Events
• Experiences
• Persons
• Properties
• Organizations
• Information
• Ideas
1. Negative
2. Nonexistent
3. Latent
4. Declining
5. Irregular
6. Unwholesome
7. Full
8. Overfull
COPYRIGHT © 2016 PEARSON
Copyright ©EDUCATION,
2016 PearsonINC.
Education Ltd. 1-9 1-9
Fig. 1.1
Structure Of Flows In A Modern
Exchange Economy
REAL
UNSTATED
DELIGHT
SECRET
• Target markets
• Positioning
• Segmentation
COMMUNICATION
DISTRIBUTION
SERVICE
• Marketing
environment
– Task environment
– Broad environment
• Technology
• Globalization
• Social
responsibility
• Changing channels
– Retail transformation
– Disintermediation
– Private brands
– Mega-brands
– Deregulation
– Privatization
• Marketing accountability
PRODUCTION
PRODUCT
SELLING
MARKETING
CUSTOMERS
EMPLOYEES
MARKETING PARTNERS
FINANCIAL
COMMUNITY
FINANCIAL ENVIRONMENTAL
ACCOUNTABILITY IMPACT
SOCIAL IMPACT
PEOPLE
PROCESSES
PROGRAMS
PERFORMANCE
• Delivering value
• Communicating value