Defining Marketing
for the 21st Century
Chapter Questions
Why is marketing important?
What is the scope of marketing?
What are some fundamental marketing
concepts?
How has marketing management
changed?
What are the tasks necessary for
successful marketing management?
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1-3
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.
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1-5
What is Marketed?
Goods
Goods
Services
Services
Events
Events &
& Experiences
Experiences
Persons
Persons
Places
Places &
& Properties
Properties
Organizations
Organizations
Information
Information
Ideas
Ideas
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1-8
1-9
1-10
1-11
Demand States
Negative
Nonexistent
Declining
Full
1-12
Latent
Irregular
Overfull
Unwholesome
Business Markets
1-13
Global Markets
Edmunds.com:
A Metamediary Website
1-14
Functions of CMOs
Strengthening the brands
Measuring marketing effectiveness
Driving new product development
based on customer needs
Gathering meaningful customer
insights
Utilizing new marketing technology
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1-17
Value and
satisfaction
Marketing channels
Supply chain
Competition
Marketing
environment
1-18
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
Company Orientations
1-21
Production
Product
Selling
Marketing
1-22
RBC emphasizes a
relationship marketing approach
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1-24
Carnival uses
online marketing activities
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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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Social Initiatives
Corporate social
marketing
Cause marketing
Corporate philanthropy
Corporate community
involvement
Socially responsible
business practices
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Marketing Debate:
Take a Position!
Does marketing shape consumer needs?
or
Does marketing merely reflect the needs
and wants of consumers?
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Marketing Discussion
Consider the societal forces noted in
the chapter (e.g., information
technology, globalization, deregulation,
consumer resistance, retail
transformation).
How have marketing practices shifted
to accommodate and even leverage
these forces?
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