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Defining Marketing
for the 21st Century

Marketing Management, 13th ed

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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Copyright 2009 Pearson Education, Inc. Publishing as Prentice


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Good Marketing is No Accident


Starbucks plans to
ensure its marketing
successes in
countries around the
world.

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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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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.

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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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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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Successful New Product Launches


Require Careful Planning

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Marketing Can Promote Ideas

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Figure 1.1 Structure of Flows in a Modern


Exchange Economy

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Figure 1.2 A Simple Marketing System

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Demand States
Negative

Nonexistent

Declining

Full

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Latent

Irregular

Overfull

Unwholesome

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Key Customer Markets


Consumer Markets

Business Markets

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Global Markets

Nonprofit/ Government Markets

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Edmunds.com:
A Metamediary Website

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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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Figure 1.3 Improving CMO Success


Make the mission and responsibilities clear
Fit the role to the marketing culture and
structure
Ensure the CMO is compatible with the CEO
Remember that show people dont succeed
Match the personality with the CMO type
Make line managers marketing heroes
Infiltrate the line organization
Require right-brain and left-brain skills
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice


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Core Marketing Concepts


Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and
brands

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Value and
satisfaction
Marketing channels
Supply chain
Competition
Marketing
environment

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I want it, I need it


Five Types of Needs

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Stated needs
Real needs
Unstated needs
Delight needs
Secret needs

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The marketplace isnt what it used to be


Information
Information technology
technology
Globalization
Globalization
Deregulation
Deregulation
Privatization
Privatization
Competition
Competition
Convergence
Convergence
Consumer
Consumer resistance
resistance
Retail
Retail transformation
transformation
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New Consumer Capabilities


A substantial increase in buying power
A greater variety of available goods and
services
A great amount of information about
practically anything
Greater ease in interacting and placing and
receiving orders
An ability to compare notes on products and
services
An amplified voice to influence public opinion
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Company Orientations

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Production

Product

Selling

Marketing

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Figure 1.4 Holistic Marketing Dimensions

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RBC emphasizes a
relationship marketing approach

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Figure 1.5 The Four Ps

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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 Management Tasks

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Develop market strategies and plans


Capture marketing insights
Connect with customers
Build strong brands
Shape market offerings
Deliver value
Communicate value
Create long-term growth
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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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