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Kotler Chapter 01

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Alwyn Lau
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Marketing: Creating Customer Value and Satisfaction, Profitably 0
Chapter Objectives (1) ,[object Object],[object Object],[object Object],[object Object],0
What Is Marketing? ,[object Object],0
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Process
Selling and Promotion are: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Understanding the Marketplace and Consumer Needs ,[object Object],[object Object]
Needs, Wants and Demands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],0
Needs, Wants and Demands ,[object Object],[object Object],[object Object],[object Object],0
Needs, Wants and Demands ,[object Object],[object Object],[object Object],[object Object],[object Object],0
Want supported by buying power is best described as a(n): ,[object Object],[object Object],[object Object],[object Object],[object Object]
Market Offerings: Goods, Services and Experiences ,[object Object],[object Object],[object Object]
Perceived Value and Satisfaction ,[object Object],[object Object],0
Exchange, Transactions and Relationships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],0
Cont’d ,[object Object],[object Object],[object Object],0
A Market ,[object Object],[object Object],0
A Simple Marketing System 0
Marketing ,[object Object],[object Object]
Elements of a Modern Marketing System
Designing a Customer-Driven Marketing Strategy ,[object Object],[object Object],[object Object]
Selecting Customers to Serve ,[object Object],[object Object],[object Object],0
Selecting Customers to Serve ,[object Object],[object Object],[object Object],[object Object],[object Object]
0
Emotional Engagement 0
Choosing a Value Proposition ,[object Object],[object Object]
The Marketing MIX ,[object Object],[object Object],[object Object],[object Object]
Marketing Management Orientations ,[object Object],[object Object],[object Object],[object Object]
Production ,[object Object],[object Object]
Product ,[object Object],[object Object]
Selling/ Sales ,[object Object],[object Object]
Marketing ,[object Object],[object Object]
Selling and Marketing Concepts
Societal Marketing ,[object Object],0
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Considerations Underlying the Societal Marketing Concept
Integrated Marketing Program ,[object Object],[object Object],[object Object],[object Object]
The Extended Marketing Mix
Extended ‘Services’ Mix ,[object Object],[object Object],[object Object],[object Object]
Building Customer Relationships ,[object Object],[object Object],[object Object],[object Object]
Customer Relationship Management (CRM) ,[object Object],[object Object]
Relationship Building Blocks: Customer Value and Satisfaction ,[object Object],[object Object],[object Object]
The Changing Nature of Customer Relationships ,[object Object],[object Object],[object Object],[object Object]
Capturing Value from Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Building the Right Relationship with the Right Customers
The New Marketing Landscape ,[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object]
Each of the following conditions must be satisfied for an exchange to take place except: ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Kotler Chapter 01

Editor's Notes

  1. This relates to objective 1.
  2. This relates to objective 1.
  3. B. Is the correct answer. The previous slides indicate that marketing is a much more complex activity that just selling and promotion. This tests understanding of objective 1.
  4. This relates to objectives 1 & 2.
  5. This relates to objectives 1 & 2.
  6. This relates to objectives 1 & 2.
  7. This relates to objective 2.
  8. C . Is the correct answer. Actual demand can only occur if a want is identified and the potential customer has the means to buy. This relates to objective 2
  9. This relates to objective 2
  10. This relates to objectives 1 & 2.
  11. This relates to objectives 1 & 2.
  12. This relates to objectives 1 & 2.
  13. This relates to objectives 2 & 3.
  14. This relates to objectives 1 & 2.
  15. This relates to objective 2 & 3
  16. This relates to objective 2 & 3
  17. This relates to objective 2 & 3
  18. This relates to objectives 2 & 3
  19. This relates to objective 2 & 3
  20. This relates to objective 3
  21. This relates to objective 3
  22. This relates to objective 2, 3 & 4
  23. This relates to objective 3 & 4
  24. This relates to objective 2 & 3
  25. This relates to objective 2 & 3
  26. This relates to objective 2 & 3
  27. This relates to objective 2.
  28. This relates to objective 2
  29. This relates to objective 2
  30. This relates to objective 2
  31. This relates to objective 2
  32. This relates to objective 4
  33. This relates to objective 4
  34. This relates to objective 4
  35. This relates to objective 4
  36. A. Is correct. The exchange between two parties do not have to involve money. Historically, people have exchanged goods and services and still do so. The other answers are all relevant to the marketing concept.