Defining Marketing for the 21st Century

*Chapter 1 Defining Marketing for the 21st* Century
"Everything starts and ends with marketing in any organization skill for marketing is a never ending pursuit"
  Exchange, transaction and transfer.
      What is marketed? Goods, services, events (e.g. Sporting   events), experiences (space travel, magic kingdom), Persons   (politic candidates), Places (countries, cities), properties   (homes), organization (university, company), information   (encyclopedias), ideas (save the planet).
      Key customers market :
      Consumer Markets
      Business markets
      Global markets
      Non profit/govt. markets
      Marketplaces, market-spaces, meta-markets
      Company orientations toward the marketplaces
      Production concept: Product to be made widely available and   inexpensive.
      Product concept: Product with quality, performance and innovative   feature.
      Selling concept: Need for aggressive selling & promotion.
        Holistic concept: has four components:
      Relationship marketing.
      Integrated marketing.
      Internal marketing.
      Social responsibility marketing.
    Marketing Fundamentals: (See HANDOUT)
  Shifts in marketing managements (page 26-29)
      Marketing management tasks (page 29-30)
      Two Powerful Forces Changing Marketing:
      Technology
      Globalization
      What marketing challenges do companies face? (see marketing   memo, page 6: Marketer's frequently asked questions)
      Serious misconceptions about marketing:
      Marketing is selling
      Marketing is mainly a department.
      Are there winning marketing practices? Yes
      Win through higher quality: "Quality is when our customers     come back and our products don't" Siemens Quality Motto.
      Win through better service.
      Win through lower price.
      Win through higher market share
      Win through adaptation and customization.
      Win through continues... [continues]

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