1. 1
Defining Marketing
for the 21st Century
Marketing Management, 13th ed

2. 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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

4. 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 © 2009 Pearson Education, Inc. Publishing as Prentice Hall

5. What is Marketed?
• Goods • Places and
• Services properties
• Events and • Organizations
experiences • Information
• Persons • Ideas
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

6. Demand States
• Negative • Irregular
• Nonexistent • Unwholesome
• Latent • Full
• Declining • Overfull
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

7. Key Customer Markets
• Consumer markets
• Business markets
• Global markets
• Nonprofit/Government markets
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

8. Company Orientations
• Production
• Product
• Selling
• Marketing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

9. Marketing Mix and the Customer
Four Ps Four Cs
• Product • Customer
• Price solution
• Place • Customer cost
• Promotion • Convenience
• Communication
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

10. Core Concepts
• Needs, wants, and • Marketing
demands channels
• Target markets, • Supply chain
positioning, • Competition
segmentation • Marketing
• Offerings and environment
brands • Marketing
• Value and planning
satisfaction
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

11. Marketing Management Tasks
• Developing • Shaping market
marketing offerings
strategies • Delivering value
• Capturing • Communicating
marketing insights value
• Connecting with • Creating long-
customers term growth
• Building strong
brands
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

12. 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

13. Figure 1.3 Improving CMO Success
(cont.)
• 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 don’t succeed
• Match the personality with the CMO type
• Make line managers marketing heroes
• Infiltrate the line organization
• Require right-brain and left-brain skills
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

14. 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

15. Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able
employees who want to serve
customers well.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

16. Performance Marketing
• Financial Accountability • Social Initiatives
• Social Responsibility • Corporate social
Marketing marketing
• Cause marketing
• Corporate philanthropy
• Corporate community
involvement
• Socially responsible
business practices
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

17. Marketing Management Tasks
• 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall