Philip Kotler & Kevin Lane Keller
Marketing Management 12 e PHILIP KOTLER & KEVIN LANE KELLER
ISBN 0-13-145757-8
658.8—dc22
Note: all credits for contents goes to the original author.
Summarized by Wawan Setiawan (winanci@gmail.com)Summarized by winanci@gmail.com 2
Redefining Marketing for 21 st Century
● Marketing is everywhere, but tricky
●
It makes Marketing management difficult because it needs continuous improvementSummarized by winanci@gmail.com 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 winanci@gmail.com 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 unnecessary ● Example: iPhone by AppleSummarized by winanci@gmail.com 5
The scope of marketing: What is marketing? (3)
Exchange:
● 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 offer. ● each believes it is appropriate or desirable to deal with the other party.Summarized by winanci@gmail.com 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 winanci@gmail.com 7
The scope of marketing: What is marketed? ● goods
● services
● experiences
● events
● persons
● places
● properties
● organizations
●
ISBN 0-13-145757-8
658.8—dc22
Note: all credits for contents goes to the original author.
Summarized by Wawan Setiawan (winanci@gmail.com)Summarized by winanci@gmail.com 2
Redefining Marketing for 21 st Century
● Marketing is everywhere, but tricky
●
It makes Marketing management difficult because it needs continuous improvementSummarized by winanci@gmail.com 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 winanci@gmail.com 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 unnecessary ● Example: iPhone by AppleSummarized by winanci@gmail.com 5
The scope of marketing: What is marketing? (3)
Exchange:
● 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 offer. ● each believes it is appropriate or desirable to deal with the other party.Summarized by winanci@gmail.com 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 winanci@gmail.com 7
The scope of marketing: What is marketed? ● goods
● services
● experiences
● events
● persons
● places
● properties
● organizations
●