Philip Kotler & Kevin Lane Keller

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Marketing Management 12
ISBN 0-13-145757-8
Note: all credits for contents goes to the original author.
Summarized by Wawan Setiawan ( by 2 Redefining Marketing for 21
● Marketing is everywhere, but tricky

It makes Marketing management difficult
because it needs continuous improvementSummarized by 3 The scope of marketing: What is
marketing? (1)
● Marketing: meeting needs profitably
● Marketing: an organizational function and a set
of processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders
● Marketing management: the art and science
of choosing target markets and getting,
keeping, and growing customers through
creating, delivering, and communicating
superior customer value.Summarized by 4
The scope of marketing: What is
marketing? (2)
● Marketing is not only selling.
● Marketing makes product/service fits customer
& sells itself ==> customer ready to buy

In the end, Marketing makes selling
● Example: iPhone by AppleSummarized by 5 The scope of marketing: What is
marketing? (3)
● at least 2 parties
● each has something that might be of value for
the other
● each is capable of communication & delivery.
● each is free to accept or reject the exchange
● each believes it is appropriate or desirable to
deal with the other party.Summarized by 6
The scope of marketing: What is
marketing? (4)
Transaction involves:
● 2 things of value
● certain conditions

time & place
Transaction is not transfer (one way)Summarized by 7 The scope of marketing: What is
● goods
● services
● experiences
● events
● persons
● places
● properties
● organizations


ideasSummarized by 8
The scope of marketing: Who
markets? (1)
● Marketers market to Prospects
● Marketers do Demand management: seek to
influence the level, timing & composition of
demandSummarized by 9
The scope of marketing: Who
markets? (2)
Eight demand states:
● negative: dislike & avoid
● nonexistent: unaware or uninterested

latent: strong need unsatisfied by existing product
● declining: buy less frequently if not at all

irregular: purchases vary

full: buying all
● overfull: customers demand is more than product availability ● unwholesome: for product that may have undesirable social consequencesSummarized by 10
The scope of marketing: Who
markets? (3)Summarized by 11
The scope of marketing: Who
markets? (4)
● Key customer markets: consumer, business,
global, and nonprofit.
● Marketplace: physical
● Marketspace; digital
● Metamarket: a cluster of complementary P&S,
closely related in the minds of consumers,
spread across a diverse set of industriesSummarized by 12 Digital revolution

increase in buying power
● a greater variety of G&S (Goods & Services) or
P&S (Product & Services)
● more information
● a greater ease in interacting and placing and
receiving orders
● ability to compare G&SSummarized by 13 Business & Marketing changes
● changing technology
● globalization
● deregulation: greater competition & growth opportunities ● privatization: increasing efficiency
● customer empowerment
● customization
● heightened competition

industry convergence

retail transformation
● disintermediationSummarized by 14
Company Orientation toward
● production concept: high production efficiency, low cost & mass distribution. Usually good developing countries
● product concept: Q, performance or innovation
● selling concept: aggressive selling &...
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