tailieunhanh - Lecture Marketing management: Chapter 1 - Phillip Kotler, Kevin Lane Keller

Good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques. It becomes both an art and a science as marketers strive to find creative new solutions to often-complex challenges amid profound changes in the 21st century marketing environment. In this lecture, we describe how top marketers balance discipline and imagination to address these new marketing realities. In the first chapter, we lay the foundation by reviewing important marketing concepts, tools, frameworks, and issues. | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Defining Marketing for the 21st Century Chapter 1 Discussion Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed in recent years? What are the task necessary for successful marketing management? Jobs Profits Giving Marketing creates demand for a product, which in turn drives revenue. Greater demand creates the need for companies to hire new workers, while revenue (top line) contributes to a company’s bottom line (profits), which allow the company to be more fully engaged in socially responsible activities. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Defining Marketing for the 21st Century Chapter 1 Discussion Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed in recent years? What are the task necessary for successful marketing management? Jobs Profits Giving Marketing creates demand for a product, which in turn drives revenue. Greater demand creates the need for companies to hire new workers, while revenue (top line) contributes to a company’s bottom line (profits), which allow the company to be more fully engaged in socially responsible activities. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large. 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. Experiences Events Properties Organizations Information Ideas What is Marketed? Places Persons Services Goods Experiences include a trip to Disney World, Fantasy baseball camp, a cruise. Events can include trade shows, the Olympics, Super Bowl, etc. Properties include real estate as well as stocks and bonds. Organizations use marketing to connect with their target market. Information is marketed by universities, textbook publishers, newspapers, etc. Ideas include “Friends don’t let friends drive drunk” Who markets? Marketer Prospect Attention Purchase Donation Vote Response Marketers are individuals, groups, associations, companies, etc. that seek a response, such as attention, a purchase, donation, vote, etc., from another party which is called the prospect. Types of Demand Negative Nonexistent Latent Full Overfull Declining Unwholesome Irregular Negative – consumer’s dislike a product and may pay to avoid, .