Defining Marketing for the 21st Century | Chapter 1 (Part 2)
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Chapter 1 (Part 2) |
Chapter 1 (Part 2) | Defining Marketing for the 21st Century.
This series of lectures on marketing management is based on Marketing Management book by Philip Kotler and Kevin Lane Keller.
Marketing Management for MBA and BBA
Marketing Management
Marketing Management Philip Kotler and Kevin Lane Keller.
The Scope of Marketing
What is marketing?
Meeting needs profitably
What is Marketed ?
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
Who Markets?
Marketer and prospect?
Markets, traditionally market was a physical place where buyers and sellers
gathers to buy and sell goods
What is definition of marketing ? "According to American Marketing Association "Marketing is an activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large".
What is Marketing Management ? "The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value"
What are the key customer markets ?
Customer Markets
Business Markets
Global Markets
Nonprofit and governmental markets
What are Core Marketing Concepts ?
What are Needs, wants and demands?
Needs are the basic human requirements such as air, food, shelter and clothing
The needs become wants when directed to specific object that might satisfy the need
Demands are wants for specific products backed by an ability to pay.
What are major types of needs?
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
Negative Demand: Customer dislike the product and may even pay to avoid it
Nonexistent Demand: Customer may be unaware of or uninterest in the product
Latent Demand : Customer may share strong need that cannot be satisfied by an existing product
Declining Demand: Customer begin to buy the product less frequently or not at all
Irregular Demand: Consumers purchases vary on seasonal, monthly, weekly, daily or event hourly basis.
Full Demand: Consumers are adequately buying all products put into the marketplace
Overfull Demand: More Consumers would like to buy the product that can be satisfied
Unwholesome Demand: Consumers may be attracted to products that have undesirable social consequences
What is Target Market, Positioning and segmentation ?
Value proposition: is a set of benefits that satisfy the needs, value proposition is intangible
Offering, can be combination of products, services, information and experiences
What are types of media?
Paid Media: includes TV, magazine, display ads, paid search, and sponsorships
Owned Media: are communication channels marketers actually own like company or brand brochures, website, blog, Facebook page or twitter account
Earned Media: are streams in which customers, the press, or other outsiders voluntarily communicate about the brand via word or mouth, buzz, or viral marketing methods.
What are Marketing Channels?
Communication channels
Distribution channels
Service channels
What is Impression and engagement ?
Impression, which occur when consumers view a communication
Engagement, is the extent of a customer’s attention and active involvement with a communication
Value and Satisfaction "Value is the sum of tangible and intangible benefits and costs
Satisfaction reflets a person’s judgement of a product’s perceived performance in relation to expectations"
Competition
Includes all the actual and potential rival offerings and substitute a buyer might consider
Supply Chain is a channel stretching from raw materials to components to finished product carried to final buyer
Marketing Environment
Task Environment : Includes actors engaged in producing, distributing and promoting offerings, such as company, suppliers, distributors, dealers and target customers.
Broad Environment: Consist of six components;
Demographic Environment
Economic Environment
Social-Cultural Environment
Natural Environment
Technological Environment
Political-legal Environment
The Evolution of Marketing Management
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Holistic Marketing Concept
Difference between marketing and Marketing Management
What are Basic Functions of Marketing?
Distribution
Financing
Marketing Information Management
Pricing
Product / Service Management
Promotion
Selling
Marketing Management Tasks
Developing Marketing Strategies and Plans
Capturing Marketing Insights
Connecting with customers
Building Strong Brands
Creating Value
Delivering Value
Communicating value
Conducting Marketing responsibility for long term success
#marketingmanagement #philipkotler #kevinkeller #chapter1 #DefiningMarketingforthe21stCentury #marketingplan #marketing #marketingstrategy #marketingconcepts #marketing101
Thank you for your time and interest, stay connected for learning.
#knowledgesharing
This series of lectures on marketing management is based on Marketing Management book by Philip Kotler and Kevin Lane Keller.
Marketing Management for MBA and BBA
Marketing Management
Marketing Management Philip Kotler and Kevin Lane Keller.
The Scope of Marketing
What is marketing?
Meeting needs profitably
What is Marketed ?
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
Who Markets?
Marketer and prospect?
Markets, traditionally market was a physical place where buyers and sellers
gathers to buy and sell goods
What is definition of marketing ? "According to American Marketing Association "Marketing is an activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large".
What is Marketing Management ? "The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value"
What are the key customer markets ?
Customer Markets
Business Markets
Global Markets
Nonprofit and governmental markets
What are Core Marketing Concepts ?
What are Needs, wants and demands?
Needs are the basic human requirements such as air, food, shelter and clothing
The needs become wants when directed to specific object that might satisfy the need
Demands are wants for specific products backed by an ability to pay.
What are major types of needs?
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
Negative Demand: Customer dislike the product and may even pay to avoid it
Nonexistent Demand: Customer may be unaware of or uninterest in the product
Latent Demand : Customer may share strong need that cannot be satisfied by an existing product
Declining Demand: Customer begin to buy the product less frequently or not at all
Irregular Demand: Consumers purchases vary on seasonal, monthly, weekly, daily or event hourly basis.
Full Demand: Consumers are adequately buying all products put into the marketplace
Overfull Demand: More Consumers would like to buy the product that can be satisfied
Unwholesome Demand: Consumers may be attracted to products that have undesirable social consequences
What is Target Market, Positioning and segmentation ?
Value proposition: is a set of benefits that satisfy the needs, value proposition is intangible
Offering, can be combination of products, services, information and experiences
What are types of media?
Paid Media: includes TV, magazine, display ads, paid search, and sponsorships
Owned Media: are communication channels marketers actually own like company or brand brochures, website, blog, Facebook page or twitter account
Earned Media: are streams in which customers, the press, or other outsiders voluntarily communicate about the brand via word or mouth, buzz, or viral marketing methods.
What are Marketing Channels?
Communication channels
Distribution channels
Service channels
What is Impression and engagement ?
Impression, which occur when consumers view a communication
Engagement, is the extent of a customer’s attention and active involvement with a communication
Value and Satisfaction "Value is the sum of tangible and intangible benefits and costs
Satisfaction reflets a person’s judgement of a product’s perceived performance in relation to expectations"
Competition
Includes all the actual and potential rival offerings and substitute a buyer might consider
Supply Chain is a channel stretching from raw materials to components to finished product carried to final buyer
Marketing Environment
Task Environment : Includes actors engaged in producing, distributing and promoting offerings, such as company, suppliers, distributors, dealers and target customers.
Broad Environment: Consist of six components;
Demographic Environment
Economic Environment
Social-Cultural Environment
Natural Environment
Technological Environment
Political-legal Environment
The Evolution of Marketing Management
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Holistic Marketing Concept
Difference between marketing and Marketing Management
What are Basic Functions of Marketing?
Distribution
Financing
Marketing Information Management
Pricing
Product / Service Management
Promotion
Selling
Marketing Management Tasks
Developing Marketing Strategies and Plans
Capturing Marketing Insights
Connecting with customers
Building Strong Brands
Creating Value
Delivering Value
Communicating value
Conducting Marketing responsibility for long term success
#marketingmanagement #philipkotler #kevinkeller #chapter1 #DefiningMarketingforthe21stCentury #marketingplan #marketing #marketingstrategy #marketingconcepts #marketing101
Thank you for your time and interest, stay connected for learning.
#knowledgesharing
2 سال پیش
در تاریخ 1401/07/02 منتشر شده
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