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1DefiningMarketingforthe21stCentury 1 ChapterQuestions Whyismarketingimportant Whatisthescopeofmarketing Whataresomefundamentalmarketingconcepts Howhasmarketingmanagementchanged Whatarethetasksnecessaryforsuccessfulmarketingmanagement Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 2 WhatisMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 3 Marketingisanorganizationalfunctionandasetofprocessesforcreating communicating anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders WhatisMarketingManagement Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 4 Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting keeping andgrowingcustomersthroughcreating delivering andcommunicatingsuperiorcustomervalue WhatisMarketed Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 5 GoodsServicesEventsExperiencesPersons WhatisMarketed Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 6 PlacesPropertiesOrganizationsInformationIdeas Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 7 DemandStates NegativeNonexistentLatentDeclining IrregularUnwholesomeFullOverfull Figure1 1StructureofFlowsinModernExchangeEconomy Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 8 Figure1 2ASimpleMarketingSystem Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 9 Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 10 KeyCustomerMarkets ConsumermarketsBusinessmarketsGlobalmarketsNonprofit Governmentmarkets CoreConcepts Needs wants anddemandsTargetmarkets positioning segmentationOfferingsandbrandsValueandsatisfaction MarketingchannelsSupplychainCompetitionMarketingenvironmentMarketingplanning Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 11 TypesofNeeds Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 12 Stated Real Unstated Delight Secret TargetMarkets Positioning Segmentation Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 13 OfferingsandBrands Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 14 ValueandSatisfaction Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 15 MarketingChannels Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 16 Communication Distribution Service MarketingEnvironment Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 17 Demographic Economic Socio cultural Natural Technological Political legal MajorSocietalForces NetworkinformationtechnologyGlobalizationDeregulationPrivatizationHeightenedcompetition IndustryconvergenceRetailtransformationDisintermediationConsumerbuyingpowerConsumerparticipationConsumerresistance Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 18 CompanyOrientations Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 19 Production Product Selling Marketing HolisticMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 20 RelationshipMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 21 Customers Employees MarketingPartners FinancialCommunity IntegratedMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 22 InternalMarketing Internalmarketingisthetaskofhiring training andmotivatingableemployeeswhowanttoservecustomerswell Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 23 PerformanceMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 24 FinancialAccountability SocialResponsibilityMarketing TypesofCorporateSocialInitiatives CorporatesocialmarketingCausemarketingCause relatedmarketingCorporatephilanthropyCorporatecommunityinvolvementSociallyresponsiblebusinesspractices Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 25 TheMarketingMix Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 26 TheNewFourPs Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 27 Processes People Programs Performance MarketingManagementTasks DevelopmarketstrategiesandplansCapturemarketinginsightsConnectwithcustomersBuildstrongbrandsShapemarketofferingsDelivervalueCommunicatevalueCreatelong termgrowth Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 28 ForReview Whyismarketingimporta
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