Marketing 420 MKT Contemporary Issues in Marketing

1. Marketing420 MKTContemporary Issues in Marketing

2. What is Marketing? • Marketing is managing profitable customer relationships • Attracting new customers • Retaining and growing current customers • “Marketing” is NOT synonymous with “sales” or “advertising”

3. What is Marketing? • Kotler’s social definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”

4. Goods Services Experiences Events Persons Places Properties Organizations Information Ideas What is Marketing? Many Things Can Be Marketed!

5. Goods Services Experiences Events Persons Places Properties Organizations Information Ideas What is Marketing? Many Things Can Be Marketed!

6. What is Marketing? What is the difference between Customer and consumer?

7. Production concept Product concept Selling concept Marketing concept Marketing Management Marketing Management Management Orientations • Societal marketing concept

8. Marketing Mix • Product • Price • Place • Promotion

9. Marketing Mix 7Cs Service Marketing Mix?

10. Key Environments • Marketing Environment • The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers. • Aspects of the marketing environment: • Microenvironment • Macroenvironment

11. Company Suppliers Customer Markets Competitors Publics Marketing Intermediaries The Microenvironment Factors Affecting a Firm’s Ability to Serve Customers

12. The Microenvironment • Departments within the company impact marketing planning. • Suppliers help create and deliver customer value. • Treat suppliers as partners. • Marketing intermediaries help sell, promote, and distribute goods. • Intermediaries take many forms.

13. The Macroenvironment • Customer markets must be studied. • Consumer, business, government, reseller and international markets exist. • Successful companies provide better customer value than the competition. • Size and industry position help to determine the appropriate competitive strategy. • Various publics must also be considered.

14. Financial Media Government Local General Internal The Microenvironment Types of Publics • Citizen Action

15. Demographic Economic Natural Technological Political Cultural The Macroenvironment Macroenvironmental Forces

16. PESTLE The Macroenvironment Macroenvironmental Forces

17. Technology Globalization Environmentalism World Changes