PHILIP KOTLER & KEVIN LANE KELLER ISBN 0-13-145757-8 - Savjetnik

Marketing Management 12e

PHILIP KOTLER & KEVIN LANE KELLER ISBN 0-13-145757-8 658.8--dc22

Note: all credits for contents goes to the original author. Summarized by Wawan Setiawan (winanci@)

Redefining Marketing for 21st Century

Marketing is everywhere, but tricky

It makes Marketing management difficult because it needs continuous improvement

Summarized by winanci@

2

The scope of marketing: What is marketing? (1)

Marketing: meeting needs profitably

Marketing: an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders

Marketing management: the art and science

of choosing target markets and getting,

keeping, and growing customers through

creating, delivering, and communicating

superior customer value. Summarized by winanci@

3

The scope of marketing: What is marketing? (2)

Marketing is not only selling.

Marketing makes product/service fits customer & sells itself ==> customer ready to buy

In the end, Marketing makes selling unnecessary

Example: iPhone by Apple

Summarized by winanci@

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The scope of marketing: What is marketing? (3)

Exchange:

at least 2 parties

each has something that might be of value for the other

each is capable of communication & delivery.

each is free to accept or reject the exchange offer.

each believes it is appropriate or desirable to deal with the other party.

Summarized by winanci@

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