kotler mm 14e 01 ippt 1 
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1
Defining
Marketing for the 21st
Century
What is Marketing?
Marketing is 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. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-2
What is Marketing Management?
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-3
What is Marketed?
• Goods (products)
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Marketing Can Promote Ideas
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Selling is only the tip of the iceberg
“There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker
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The Basic Profit Equation
Profit =
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-7
The Basic Profit Equation
Profit = Revenues – Costs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-8
Figure 1.1 Structure of Flows in
Modern Exchange Economy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-9
Figure 1.2
A Simple Marketing System
A.K.A. The Exchange Process
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-10
Core Concepts
Needs, wants, and demands Target markets, positioning, segmentation
Offerings and brands Value and
1
Defining
Marketing for the 21st
Century
What is Marketing?
Marketing is 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. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-2
What is Marketing Management?
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-3
What is Marketed?
• Goods (products)
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-4
Marketing Can Promote Ideas
1-5
Selling is only the tip of the iceberg
“There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker
1-6
The Basic Profit Equation
Profit =
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-7
The Basic Profit Equation
Profit = Revenues – Costs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-8
Figure 1.1 Structure of Flows in
Modern Exchange Economy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-9
Figure 1.2
A Simple Marketing System
A.K.A. The Exchange Process
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-10
Core Concepts
Needs, wants, and demands Target markets, positioning, segmentation
Offerings and brands Value and