文档介绍：Chapter 1
Marketing
in the
Twenty-first Century
Marketing Management
Tenth Edition
Objectives
anization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s Responses to New Challenges
Course/anization
Part I - Understanding Marketing Management
Part II - Analyzing Marketing Opportunities
Part III - Developing Marketing Strategies
Part IV - Shaping the Market Offering
Part V - Managing & Delivering Marketing Programs
Defining Marketing
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.
- Philip Kotler (p. 7)
Core Concepts of Marketing
Product or Offering
Value and Satisfaction
Needs, Wants, and Demands
Exchange and Transactions
Relationships works
Target Markets & Segmentation
Marketing Channels
Supply Chain
Competition
Marketing Environment
Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information
Manufacturer
markets
Services,
money
Government
markets
Services,
money
Services
Services,
money
Taxes
Taxes,
goods
Taxes,
goods
Taxes,
goods
Money
Money
Consumer
markets
Intermediary
markets
Goods, services
Goods, services
Resources
Resources
Resource
markets
Money
Money
Structure of Flows
The Four Ps
Marketing
Mix
Product
Price
Promotion
Place
The Four Cs
Customer
Solution
Customer
Cost
Communication
Conven-
ience
Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are
widely available and inexpensive
Consumers favor products that
offer the most quality, performance,
or innovative features
Consumers will buy products only if
pany aggressively
promotes/sells these products
Focuses on needs/ wants of target
markets & delivering value
better petitors
Company Orientations Towards the Marketplace