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1
Defining Marketing
for the 21st Century
Chapter Questions
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AMAs Official Definition of Marketing and How It Has Changed Over Time
AMERICAN MARKETING
ASSOCIATIONS DEFINITION
FOCUS OF DEFINITION
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THE HISTORY OF
ADVERTISING IN 60 SECONDS
History of Marketing
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History of Marketing
History of Marketing
History of Marketing
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Name
Starting
Point
Focus
Means
Ends
Selling
concept
Factory
Products
Selling and
promoting
Profits through
sales volume
Marketing
concept
Customers
varying needs
Appropriate
offerings and
marketing
mixes
Market
segmentation,
targeting, and
positioning
Profits through
customer
satisfaction
Holistic
marketing
concept
Individual
customer
requirements
Customer
value,
companys core
competencies,
and
collaborative
network
Database
management
and value chain
integration
linking
collaborators
Profitable
growth through
capturing
customer share,
customer
loyalty, and
customer
lifetime value
What is Marketing?
Kotlers Social Definition:
Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating, offering, and freely
exchanging products and services of value
with others
What is Marketing?
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What is Marketed?
Goods
Services
Events
Experiences
Persons
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What is Marketed?
Places
Properties
Organizations
Information
Ideas
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Demand States
Negative
Nonexistent
Latent
Declining
Irregular
Unwholesome
Full
Overfull
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1-17
Figure 1.2
A Simple Marketing System
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Core Concepts
Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
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Types of Needs
Stated
Real
Unstated
Delight
Secret
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Target Markets,
Positioning & Segmentation
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1-23
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Marketing Channels
Communication
Distribution
Service
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Marketing Environment
Demographic
Economic
Socio-cultural
Political-legal
Technological
Natural
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Network information
technology
Globalization
Deregulation
Privatization
Heightened competition
Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer participation
Consumer resistance
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Company Orientations
Production
Product
Selling
Marketing
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Holistic Marketing
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Relationship Marketing
Customers
Employees
Marketing Partners
Financial Community
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Integrated Marketing
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Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
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Performance Marketing
Financial
Accountability
Social Responsibility
Marketing
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Types of
Corporate Social Initiatives
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Marketing-Mix Strategy
Communication mix
Advertising
Sales
promotion
Offering mix
Company
Products
Services
Prices
Events and
experience
Public
relations
Distribution
channels
Target
customers
Direct
marketing
Personal
selling
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Programs
Performance
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For Review
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