Defining Marketing for

Defining Marketing for

the 21
the 21
st st
Century
Century
Bibliography

Marketing management, 13
th

ed., Kotler & Dubois

Principles and practice of

marketing,
th
ed., Da!id "obber
B. Berthon #1$%&
boris.berthon'uni!(paris1$.fr
)P*)+, online resources
What is Marketing?

Marketing is typically seen as the task of creating,

promoting, and delivering goods and services to
consumers and businesses.

Marketing is, therefore, the organization function

charged with defining customer targets and the
best ways to satisfy their needs and wants
competitively and profitably.

As a consequence, marketing management is the

process of planning and executing the conception,
pricing, promotion and distribution of products
and services to create exchanges that satisfy
individual and organisational goals.
The Scope of Marketing

Places

Properties

rganizations

!nformation

!deas

"oods

#ervices

$xperiences

$vents

Persons
%he marketer&s basic skill lies in influencing
the level, timing, and composition of
demand for all these types of entities.
The Decisions marketers Make

'onsumer Markets

(usiness Markets

"lobal Markets

)on*profit and
"overnmental Markets
$stablishing a superior brand image
+emonstrating how their product
will help business customers
Adapting and,or standardizing the
marketing mix
Price carefully
The Marketing concept
Marketing Concept
The achievement of corporate goals
through meeting and exceeding
customer needs better than the
competition
Customer orientation
Corporate activities are
focused upon providing
customer satisfaction
Integrated effort
All staff accept the
responsibility for creating
customer satisfaction
Goal achievement
The belief that corporate goals
can be achieved through
customer satisfaction
Marketing concept
The achievement of corporate
goals through meeting and
exceeding customer needs and
expectations better than the
competition
Customer
orientation
Corporate activities
are focused upon
providing customer
satisfaction
Integrated effort
All staff accept the
responsibility for
creating customer
satisfaction
Goal achievement
The belief that
corporate goals can
be achieved through
customer satisfaction
Evolution of the Marketing Concept
Prouction !rientation
Customers
Production
capabilities
Manufacture
product
Aggressive
sales effort
Marketing !rientation
Customer
needs
Potential
market
opportunities
Marketing
products and
services
Customers
The Customer Concept
Company orientations to"ar the
marketplace
Toyota
Toyotas Optimal
Drive technology
provides customer
benefits of enhanced
performance, loer
emissions and better
fuel economy!
The Marketing plan
Segmentation
Market survey
Identifying needs and wants
Choosing a target market(s)
Developing a market offering
Measuring
outcomes
Product Price Place
Targeting
Positioning
Promotion
Who are my competitors? What o they offer
in this market? #o" the market is rule?

'ompetition

(rand competition (rand competition

!ndustry competition !ndustry competition

"eneric competition "eneric competition

(road environment
Actual and potential rival offerings and
substitutes that a buyer might consider
#imilar product and services to the
same customers at similar prices
#ame product or class of products
Products that supply the same
service
+emographic, economic, natural,
technological, political,legal, and
social,cultural
Who are the customers? What o they nee
an "ant? What is their $uying $ehavior like?

)eeds

-ants

+emands
(asic human requirements
)eeds directed to specific ob.ects
that might satisfy the need
-ants for specific products that
are backed by an ability and
willingness to buy them
Which of the customers can % the $est satisfy
profita$ly an competitively?

/ndifferentiated
marketing

+ifferentiated
marketing

'oncentrated
marketing
)o specific target markets
At least two target markets
nly one target market
#o" to create customer value?

0alue, 'ost, and #atisfaction

0alue 1 (enefits , 'ost

0alue 1 (enefits , 'ost

(enefits are
(enefits are
functional
functional
and
and
emotional
emotional

'osts are
'osts are
monetary
monetary
,
,
time
time
,
,
energy
energy
, and
, and
psychic
psychic
Creating Customer &alue
Product benefits
Service benefits
Relational benefits
Image benefits
Monetary costs
Time costs
Energy costs
Psychological costs
Customer
value
Perceived
benefits
Perceived
sacrifice
Positive egative
Creating Customer &alue
Creating Customer Satisfaction
Delight
'eutral
Dissatisfaction
($sent )ulfille
Presence of the characteristic
C
u
s
t
o
m
e
r

s
a
t
i
s
f
a
c
t
i
o
n
Delighters
More is better
Must be
What place the prouct oes hol in the
consumer*s min?

-hy2

-ho2

-hen2

Against who2
-hich of the product&s features
to emphasize2
-ho is buying the product2
-hen and where do
consumers use the product2
-ho are the main
competing products2
The )our P Components of the Marketing Mi+
(pple, iPo
Apple has e"tended the iPod brand to cater for diverse
customer re#uirements!
-uco.ae Sport #yro (ctive
This a for the $ran
-uco.ae #yro (ctive/
highlights the $enefits of
proucts to iniviuals
engage in physical
activity0
(n effective marketing mi+
Effective
marketing
mix
Matches
customer needs
Creates a
competitive
advantage
Well
balanced
Matches corporate
resources
Marketing Mi+ an Customer 'ees
Customer
needs
ey
customer
re!uirements
Competitive
advantage
Marketing
mi"
Customer
needs
$ey
customer
re#uireme
nts
Competitive
advantage
Marketing
mi"
Marketing Mi+ an Customer 'ees
Psychological %conomic
Customer needs
Performance
Availability
Reliability
!urability
Productivity
Self"image
#uiet life
Pleasure
Convenience
Ris$ reduction
Customer
needs
ey
customer
re!uirements
Competitive
advantage
Marketi
ng mi"
Marketing Mi+ an Customer 'ees
Product
Price
Promotion
Place
Marketing
mi"
(merican E+press 1e Creit Car
-he credit card .M)/ red is for
consumers concerned about
the ethical issue in the
purchase.
The relationship $et"een market orientation
an profita$ility
Copyright % &''( Prentice")all* Inc+
)orming $uyers clu$
Copyright % &''( Prentice")all* Inc+
Advertising
places
Copyright % &''( Prentice")all* Inc+
Advertising
organizations
Copyright % &''( Prentice")all* Inc+
Advertising
information
Copyright % &''( Prentice")all* Inc+
Copyright % &''( Prentice")all* Inc+
Copyright % &''( Prentice")all* Inc+
Advertising people
Copyright % &''( Prentice")all* Inc+
Copyright % &''( Prentice")all* Inc+
(vertising
e+periences
Copyright % &''( Prentice")all* Inc+
Copyright % &''( Prentice")all* Inc+
&olvo evelops its cars for
the target market o f
environmentally $uyers
"hom automo$ile safety is a
ma2or concern