Defining Marketing for the 21st Century PDF
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This presentation defines marketing for the 21st century, covering topics such as types of demand, markets, and the four Ps of marketing mix. It is designed for an undergraduate audience.
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CHAPTER 1 DEFINING MARKETING FOR THE 21ST CENTURY MARKETING DEMAND JOBS REVENUE PROFITS GIVING What is Marketing? According to American Marketing Association it is the activity, set of institutions, and processes for creating, communic...
CHAPTER 1 DEFINING MARKETING FOR THE 21ST CENTURY MARKETING DEMAND JOBS REVENUE PROFITS GIVING What is Marketing? According to American Marketing Association it is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. What is Marketed? 1. Goods 2. Services 3. Experiences 4. Events 5. Persons 6. Places 7. Properties 8. Organizations 9. Information 10. Ideas Who Markets? Response Attention Purchase Donation Vote Marketer Prospect Types of Demand Negative demand Nonexistent demand Consumers dislike the product and Consumers may be unaware of or may even pay to avoid it. uninterested in the product. Latent demand Declining demand Consumers may share a strong Consumers begin to buy the need that cannot be satisfied by an product less frequently or not at all. existing product. Types of Demand Irregular demand Full demand Consumer purchases vary on a Consumers are adequately buying seasonal, monthly, weekly, daily, or all products put into the even hourly basis. marketplace. Overfull demand Unwholesome demand More consumers would like to buy Consumers may be attracted to the product that can be satisfied products that have desirable social consequences. Market Simple Marketing System Key Customer Markets Business Global Markets Markets Consumer Government Markets Markets Marketplace Marketspace Markets Metamarket Core Marketing Concepts Needs, Wants and Demands Target Markets, Positioning and Segmentation Offerings and Brands Value and Satisfaction Core Marketing Concepts Marketing Channels Supply Chain Marketing Environment Competition New Marketing Realities Globalization Communicate Information w/Customer Collect Technology Information Major Societal New Company Forces Capabilities Consumer Differentiate Information Increased Goods Competition The Four P’s of the Marketing Mix END OF PRESENTATION THANK YOU. Our Website
