Defining Marketing
for the 21
st
Century
Marketing Management, 13
th
ed
1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-2
Chapter Questions
•
Why is marketing important?
•
What is the scope of marketing?
•
What are some fundamental marketing
concepts?
•
How has marketing management changed?
•
What are the tasks necessary for successful
marketing management?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-3
What is Marketing?
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships

Information
•
Ideas
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1-6
Demand States
•
Negative
•
Nonexistent
•
Latent
•
Declining
•
Irregular
•
Unwholesome
•
Full
•
Overfull
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1-7
Key Customer Markets
•
Consumer markets
•
Business markets
•

•
Customer cost
•
Convenience
•
Communication
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1-10
Core Concepts
•
Needs, wants, and
demands
•
Target markets,
positioning,
segmentation
•
Offerings and
brands
•
Value and
satisfaction
•
Marketing
channels
•
Supply chain
•
Competition
•

Creating long-
term growth
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1-12
Functions of CMOs
•
Strengthening the brands
•
Measuring marketing effectiveness
•
Driving new product development based on
customer needs
•
Gathering meaningful customer insights
•
Utilizing new marketing technology
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Figure 1.3 Improving CMO Success
(cont.)
•
Make the mission and responsibilities clear
•
Fit the role to the marketing culture and
structure
•
Ensure the CMO is compatible with the CEO
•
Remember that show people don’t succeed
•

training, and motivating able employees who
want to serve customers well.
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1-16
Performance Marketing
•
Financial Accountability
•
Social Responsibility
Marketing
•
Social Initiatives
•
Corporate social
marketing
•
Cause marketing
•
Corporate philanthropy
•
Corporate community
involvement
•
Socially responsible
business practices
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Marketing Management Tasks
•
Develop market strategies and plans