Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… ·...
Transcript of Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… ·...
![Page 1: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/1.jpg)
BUS7450Strategic Marketing Management
Week 1Dr. Jenne Meyer
![Page 2: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/2.jpg)
BUS7500 Introductions
Who are you? Where do you work? Experience with Marketing or Product Management? Expectations of this course? Your first concert or fun fact
Discuss syllabus Weekly article presentations Final call project presentation Class schedule (April 5th, *April 12th, *April 26th)
Groundrules
![Page 3: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/3.jpg)
1Defining Marketing for the 21st Century
![Page 4: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/4.jpg)
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?
![Page 5: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/5.jpg)
What is Marketing?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-5
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.
![Page 6: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/6.jpg)
What is Marketing Management?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-6
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
![Page 7: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/7.jpg)
What is Marketed?
What is Marketed? What in this class is marketed? What in this class is not marketed? How are you impacted at work by marketing? How are you impacted at home by marketing? What do you like about marketing? What don’t you like about marketing?
![Page 8: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/8.jpg)
What is Marketed?
• Goods
• Services
• Events
•
Experiences
• Persons
• Places
• Properties
•
Organizations
• Information
• Ideas
![Page 9: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/9.jpg)
Demand States
Negative Nonexistent Latent Declining
Irregular Unwholesome Full Overfull
![Page 10: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/10.jpg)
Figure 1.1 Structure of Flows in Modern Exchange Economy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-10
![Page 11: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/11.jpg)
Figure 1.2 A Simple Marketing System
![Page 12: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/12.jpg)
Key Customer Markets
Consumer markets Business markets Global markets Nonprofit/Government markets
![Page 13: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/13.jpg)
Core Concepts
Needs, wants, and demands
Target markets, positioning, segmentation
Offerings and brands Value and satisfaction
Marketing channels Supply chain Competition Marketing environment Marketing planning
![Page 14: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/14.jpg)
Types of Needs
Stated
Real
Unstated
Delight
Secret
![Page 15: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/15.jpg)
Target Markets, Positioning & Segmentation Separate into groups based on the following
Coffee v hot chocolate Car v truck/SUV Over v under Cable v satellite Kids v no kids
![Page 16: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/16.jpg)
Offerings and Brands
![Page 17: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/17.jpg)
Value and Satisfaction
![Page 18: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/18.jpg)
Marketing Channels
Communication
Distribution
Service
![Page 19: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/19.jpg)
Marketing Environment
Demographic Economic
Socio-cultural
NaturalTechnological
Political-legal
![Page 20: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/20.jpg)
Major Societal Forces
Network information technology
Globalization Deregulation Privatization Heightened competition
Industry convergence Retail transformation Disintermediation Consumer buying power Consumer participation Consumer resistance
![Page 21: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/21.jpg)
Company Orientations
Production
Product
Selling
Marketing
![Page 22: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/22.jpg)
Holistic Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-22
![Page 23: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/23.jpg)
Relationship Marketing
Customers
Employees
Marketing Partners
Financial Community
![Page 24: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/24.jpg)
Integrated Marketing
![Page 25: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/25.jpg)
Internal Marketing
Internal marketing is the task of hiring, training, and motivating able employees
who want to serve customers well.
![Page 26: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/26.jpg)
Performance Marketing
Financial Accountability
Social Responsibility Marketing
![Page 27: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/27.jpg)
Types of Corporate Social Initiatives
Corporate social marketing Cause marketing Cause-related marketing Corporate philanthropy Corporate community involvement Socially responsible business practices
![Page 28: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/28.jpg)
The Marketing Mix
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-28
![Page 29: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/29.jpg)
The Four Ps
The New Four Ps People Processes Programs Performance
The Old Four Ps Product Placement Promotion Pricing
![Page 30: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/30.jpg)
Marketing Management Tasks
Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growth
![Page 31: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/31.jpg)
Video
http://www.pbs.org/wgbh/pages/frontline/shows/cool/
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-31
![Page 32: Kotler Keller 1 - Jenne Meyer PhD - OAD31863 Marketingjennemeyer.weebly.com/uploads/7/6/9/9/7… · PPT file · Web view · 2012-03-0804/02/2006 10:59:30 Title: Kotler Keller 1](https://reader033.fdocuments.in/reader033/viewer/2022051106/5aefdbdb7f8b9aa9168d2c44/html5/thumbnails/32.jpg)
Class wrap up
What is due for next week