Kotler MM 14 Ch01
Kotler MM 14 Ch01
Kotler MM 14 Ch01
Kotler Keller
Marketing Management 14e
Defining Marketing for the 21st Century
Discussion Questions
1. Why is marketing important?
2. What is the scope of marketing?
3. What are some fundamental
marketing concepts?
4. How has marketing management
changed in recent years?
5. What are the task necessary for
successful marketing management?
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 25
Marketing
Demand Jobs
Goods
Places
Services
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Who markets?
Response
Attention
Purchase
Donation
Vote
Marketer Prospect
Unwholesome Declining
Nonexistent
Latent
Irregular Full
Negative Overfull
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Markets
Consumer Market
Marketplaces Marketspaces
Metamarkets
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Core Marketing Concepts
Needs, Wants, and Demands Target Markets, Positioning,
and Segmentation
Supply Chain
Marketing Environment
Competition
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The New Marketing Realities
Globalization Communicate
Information w/Customer
Collect
Technology Information
Consumer Differentiate
Information Increased Goods
Competition
Social Responsibility
Financial Accountability
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 25
The Four Ps of the Marketing Mix