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1、StrategicMarketingVytautasMagnusUniversityAssoc.Prof.NinaKlebanskajanina@evf.vdu.ltCoursebasedon:J.J.Lambin.Market-DrivenManagement.MacmillanBusiness.2000.Evaluationofmarketingfunction:fromproductorientationtomarketdrivenmanagementMarketingDefinitions(AMA)*19351985200
2、42007MarketingistheperformanceofbusinessactivitiesthatdirecttheflowofgoodsandservicesfromproducerstocustomersMarketingistheprocessofplanningandexecutingtheconception,pricingpromotionanddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorgan
3、izationalobjectives.Marketingisanorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.Marketingistheactivity,setofinstitutions,andprocessesf
4、orcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.*AMA–AmericanMarketingAssociationMarketingomantra:CCDVTP*(byPh.Kotler)C-create(productmanagement)C–communicate(brandmanagement)–DV-delivervalue(custo
5、mermanagement)T–targetmarketP–profit-pelningaihttp://www.youtube.com/watch?v=bilOOPuAvTY&feature=relatedMarketingmegatrendshttp://www.imediaconnection.com/content/24911.aspI.MasscollaborationispoweringtheneweconomyIt'snosecretamongiMediareadersthat"user-generatedconte
6、nt"wasasuckerpunchtothejawofthemarketingworldoverthepastseveralyears.Afundamentalshifthasoccurredinwhichbrandshavebecomeaconversation--andaudienceshavejustasmuchofasayintheshapeofthatdialogueasmarketingdirectorsandagencycopywriters.II.Constantconnectivityin anon-deman
7、dworldWearewired.Almosteveryminuteofeveryday,itseemsweareconnected.Emailing,surfing,Twittering,streaming,gaming,texting,Facebooking,downloading,chatting-williteverend?III.Globalization.MakingtheworldsmallerplaceGlobalizationisanunstoppableforcereshapingoursociety.Thew
8、orld'seconomiesareinextricablylinked.Technologyhasmadegeographyirrelevant.Businessesaroundtheworldaredoingbusinesswithoneano
