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1、1DefiningMarketingforthe21stCenturyChapterQuestionsWhyismarketingimportant?Whatisthescopeofmarketing?Whataresomefundamentalmarketingconceptsandnewmarketingrealities?Whatarethetasksnecessaryforsuccessfulmarketingmanagement?Copyright©2011PearsonEducation,Inc.PublishingasPrenticeHal
2、l2WhatisMarketing?Marketingisanorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.Copyright©2011PearsonEducation,Inc.PublishingasPrenticeHall3WhatisMarket
3、ingManagement?Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.Copyright©2011PearsonEducation,Inc.PublishingasPrenticeHall4WhatisMarketed?•Goods•Services•Events•Experienc
4、es•PersonsCopyright©2011PearsonEducation,Inc.PublishingasPrenticeHall5WhatisMarketed?•Places•Properties•Organizations•Information•IdeasCopyright©2011PearsonEducation,Inc.PublishingasPrenticeHall6Figure1.1ASimpleMarketingSystemCopyright©2011PearsonEducation,Inc.PublishingasPrenticeHal
5、l7KeyCustomerMarketsConsumermarketsBusinessmarketsGlobalmarketsNonprofit/GovernmentmarketsCopyright©2011PearsonEducation,Inc.PublishingasPrenticeHall8CoreConceptsNeeds,wants,andMarketingchannelsdemandsSupplychainTargetmarkets,Competitionpositioning,Marketingsegmentationenvi
6、ronmentOfferingsandbrandsMarketingplanningValueandsatisfactionCopyright©2011PearsonEducation,Inc.PublishingasPrenticeHall9TypesofNeedsStatedRealUnstatedDelightSecretCopyright©2011PearsonEducation,Inc.PublishingasPrenticeHall10MarketingChannelsCommunicationDistributionServiceCopyri
7、ght©2011PearsonEducation,Inc.PublishingasPrenticeHall11MarketingEnvironmentDemographicEconomicSocio-culturalPolitical-legalTechnologicalNaturalCopyright©2011PearsonEducation,Inc.PublishingasPrenticeHall12MajorSocietalForcesNetworkinformationIndustryconvergencetechnologyRetailtrans
8、formationGl
