Professional Documents
Culture Documents
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?
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.
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.
Places
Consumer
Production
Product Selling Marketing
Needs,
wants, and demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction
Marketing
Strengthening
the brands Measuring marketing effectiveness Driving new product development based on customer needs Gathering meaningful customer insights Utilizing new marketing technology
What is marketing?
Adam Smith Core concepts of marketing
Market changes
MARKETING IN Century 21st
I Information technology
Globalizati on
Privatizatio n
Competitio n
Organizatio n Ideas
What is Marketed
Goods
Service s
Persons
Places, Propertie s
Informatio n
Demand States
Negative
Latent
Unwholeso me
Declining
Production
Holistic
Selling
Marketing
Organizational Nonexistent Behavior
Product
Develop marketing strategies and plans Capture marketing insights Connect with customers Build strong brands
Price
Place
Product
Shape market offerings Deliver value Communicate value Create long-term growth
Promotion