Professional Documents
Culture Documents
Defining Marketing
for the 21st Century
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?
What is Marketing?
Nonexistent Demand
or hourly e.g. Museums on week days,
Travelling Peak Off Peak time
Supply chain
Offerings and brands
Competition
Value and
satisfaction Marketing environment
Customer value Triad Task Environment e.g. Company,
Quality, Service & Price (QSP) Suppliers, Distributors, Dealers & Target
Customers
Marketing planning
The New Marketing Realities
Major Societal Forces
Network information technology
Globalization
Deregulation
Privatization
Heightened competition
Industry convergence
Consumer resistance
Retail transformation
Disintermediation
New Consumer Capabilities
Features/Brand Name/ Packaging/
Sizes/Services/Warranties/Returns Customer solution
Price Customer cost
List Price/Discounts/Allowances/
Payment Period/Credit Terms
Convenience
Place Communication
Channels/Coverage/Assortments/
Locations/Inventory/Transport
Promotion
Sales Promotion/Advertising/Sales
Force/Public relations/ Direct
Marketing
The Holistic Marketing Concept
Relationship Marketing
Relationship marketing is a strategy designed to foster
customer loyalty, interaction and long-term engagement.
Integrated Marketing Communication
Integrated marketing communication (IMC) is a process
for planning, executing and monitoring the brand
messages that create customer relationship.
Internal Marketing
Internal marketing is the task of hiring, training, and
motivating able employees who want to serve customers
well.
The Holistic Marketing Concept
Performance Marketing
Financial Accountability Corporate Social Initiatives
The End