Professional Documents
Culture Documents
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1
Defining Marketing
for the 21st Century
Chapter Questions
1-2
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.
Dr Bruce Perrott
1-3
1-4
What is Marketed?
Goods
Services
Events
Experiences
Persons
1-5
What is Marketed?
Places
Properties
Organizations
Information
Ideas
Dr Bruce Perrott
1-6
Demand States
Negative
Nonexistent
Latent
Declining
Irregular
Unwholesome
Full
Overfull
1-7
1-8
Figure 1.2
A Simple Marketing System
Dr Bruce Perrott
1-9
1-10
Core Concepts
Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
1-11
Types of Needs
Stated
Real
Unstated
Delight
Secret
Dr Bruce Perrott
1-12
Target Markets,
Positioning & Segmentation
1-13
1-14
Dr Bruce Perrott
1-15
Marketing Channels
Communication
Distribution
Service
1-16
Marketing Environment
Demographic
Economic
Socio-cultural
Political-legal
Technological
Natural
1-17
Network information
technology
Globalization
Deregulation
Privatization
Heightened competition
Dr Bruce Perrott
Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer participation
Consumer resistance
1-18
Company Orientations
Production
Product
Selling
Marketing
1-19
Holistic Marketing
1-20
Relationship Marketing
Customers
Employees
Marketing Partners
Financial Community
Dr Bruce Perrott
1-21
Integrated Marketing
1-22
Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
1-23
Performance Marketing
Financial
Accountability
Dr Bruce Perrott
Social Responsibility
Marketing
1-24
Types of
Corporate Social Initiatives
1-25
1-26
Dr Bruce Perrott
1-27
1-28
For Review
Dr Bruce Perrott
1-29
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