Marketing in the 21st Century - Rof's Blog · PDF fileMarketing in the 21st Century Week 01...
Transcript of Marketing in the 21st Century - Rof's Blog · PDF fileMarketing in the 21st Century Week 01...
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Marketing in the 21st CenturyWeek 01
W. Rofianto
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What is Marketing?
Marketing is the activity, set of institutions, and processesfor creating, communicating, delivering, and exchangingofferings that have value for customers, clients, partners,and society at large.
(American Marketing Association’s official definition of marketing released August 2007)
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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
Marketing management
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• Goods (products)• Services• Events• Experiences• Persons• Places• Properties• Organizations• Information• Ideas
What is Marketed?
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Modern Exchange Economy
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The Exchange Process
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Needs, wants, and demands
Needs - states of felt deprivation including physicalneeds for food, social needs for belonging and individual needs for self-expression.
i.e. I am thirsty.
Wants - form that a human need takes as shaped by culture and individual personality.
i.e. I want a Coca-Cola.
Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola.
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Segmentation, Target markets, positioning
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Offerings and Brands
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Value and Satisfaction
Value is the sum of the tangible and intangible benefits and costs
Satisfaction reflects a person’s judgment of a product’s perceived performance in relationship to expectations
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Communication
Distribution
Service
Marketing Channels
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Marketing Environment
Task environment - includes the actors engaged in producing, distributing, and promoting the offering. These are the company, suppliers, distributors, dealers, and target customers.
The broad environment consists of six components: (1)demographic environment, (2)economic environment, (3)social-cultural environment, (4)natural environment, (5)technologicalenvironment, and (6)political- legal environment.
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Production
Product
Selling
Marketing
Company Orientations
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Holistic Marketing
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Financial Accountability
Social Responsibility Marketing
Performance Marketing
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The Marketing Mix The Four Ps
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Processes
People
Programs
Performance
The New Four Ps
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Capture marketing insights
Develop market strategies and plans
Shape market offerings (Value Proposition)
Communicate value
Deliver value
Connect with customers
Build strong brands
Create long-term growth
Marketing Management Tasks
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