Principles Of Marketing By Philip Kotler 13th Edition Ppta

1. The Concept Of Marketing By Philip Kotler
2. Principles Of Marketing By Philip Kotler 13th Edition Chapter 2 Ppt
3. Principles Of Marketing By Philip Kotler 13th Edition Chapter 3 Ppt

Part 1–Defining Marketing and the Marketing Process 2 1. Marketing: Managing Profitable Customer Relationships 2 2. Company and Marketing Strategy: Partnering to Build Customer Relationships 34 Part 2–Understanding the Marketplace and Consumers 62 3. The Marketing Environment 62 4. Managing Marketing Information 94 5. Consumer Markets and Consumer Buyer Behavior 128 6. Business Markets and Business Buyer Behavior 158 Part 3–Designing a Customer-Driven Strategy and Marketing Mix 182 7.

Customer-Driven Marketing Strategy: Creativing Value for Target Customers 182 8. Product, Services, and Branding Strategies 216 9.

New-Product Development and Life-Cycle Strategies 250 10. Pricing Products: Understanding and Capturing Customer Value 282 11.

Pricing Products: Pricing Strategies 306 12. Marketing Channels and Supply Chain Management 332 13. Retailing and Wholesaling 364 14.

Communicating Customer Value: Integrated Marketing Communication Strategy 396 15. Advertising and Public Relations 424 16. Personal Selling and Sales Promotion 450 17. Direct and Online Marketing: Building Direct Customer Relationships 478 Part 4–Extending Marketing 514 18. Creating Competitive Advantage 514 19.

The Global Marketplace 540 20. Marketing Ethics and Social Responsibility 570 APPENDIXES 1. Marketing Plan A-1 2. Marketing by the Numbers A-11 3.

Careers in Marketing A-27 References R-1 Glossary G-1 Credits C-1 Index I-1.

Principles Of Marketing PHILIP KOTLER, GARY ARMSTRONG Chapter One Marketing: Managing Profitable Customer Relationships Looking Ahead Define marketing and the marketing processes. Explain the importance of understanding customers and the marketplace. Identify the five core marketplace concepts. Identify the key elements of a customer-driven marketing strategy.

The Concept Of Marketing By Philip Kotler

Discuss customer relationship management and ways of creating and obtaining value. Describe the major trends and forces changing today’s marketing landscape. What is Marketing?

Attracting new customers by promising and delivering superior value. Building long-term relationships with customers by delivering continued customer satisfaction.

Creating, building and managing these relationships profitably over time. Chapter 1 pages 6 and 7 Broad Definition:- Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others. Narrower Definition:- The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The Marketing Process Model Understand the marketplace and customer needs and wants. Design a customer-driven marketing strategy. Construct a marketing program that delivers superior value. Build profitable relationships and create customer delight.

Capture value from customers to create profits and customer equity. Chapter 1 page 7 1.Understanding The Marketplace And The Consumer Needs Needs, Wants and Demands Needs are states of felt deprivation. Physical: Food, clothing, shelter, safety. Social: Belonging, affection. Individual: Learning, knowledge, self-expression. Chapter 1 page 8 Needs, Wants and Demands Wants are needs shaped by culture and individual personality. Jeans vs a sari.

Individual expression vs. Collective good. Demands are wants combined with buying power. Chapter 1 page 8 Products, Services, Experiences Anything that can be offered for. Acquisition, attention, use or consumption.

That might satisfy a need or want. Activities or benefits offered. Essentially intangible. Do not result in ownership of anything. Create, stage and market brand experiences. Attending live theatre, music concert.

Chapter 1, pages 8-10 Marketing Myopia Sellers pay more attention to the specific products they offer than to the benefits and experiences produced by the products. They focus on the “wants” and lose sight of the “needs.” The great railroads lost out to the exploding trucking industry. They forgot that their business was solving transportation problems, not running railroads.

Chapter 1, page 9 How Do Consumers Choose Among Offers? Customer Value – Difference between the values the customer gains from owning the product versus the costs of obtaining it. Customers buy from the firm that offers the highest customer perceived value Customer Satisfaction – Perceived performance in providing value, relative to expectations – how well the product lives up to expectations Important: Perceptions are key Set the right level of expectation Value and Satisfaction If the performance and the customer’s experience is lower than expectations, than customer satisfaction is low. If the performance and the customer’s experience meets expectations, than the customer is satisfied. If the performance and the customer’s experience exceeds expectations, than the customer is delighted. Exchange and Transactions The act of obtaining a desired object from someone by offering something in return.

A trade between two parties that involves: two things of value. Agreed upon conditions. Time of agreement. Place of agreement. Chapter 1, Page 10 What is a Market?

Principles Of Marketing By Philip Kotler 13th Edition Chapter 2 Ppt

The set of actual and potential buyers of a product. These people share a need or want that can be satisfied through exchange relationships. Chapter 1, Page 10 Chapter 1, page Core Marketplace Concepts Customers have needs, wants and demands. Marketers offer products or services. Customers seek value and satisfaction from offers. Demands and offers result in transactions and relationships.

Markets are all potential customers with a similar demand. Chapter 1, page 12 Customer-Driven Marketing Divide markets into segments. Choose the right segment to target. Offer a unique value proposition.

Differentiate your offer from competitor offers. Build customer value and satisfaction.

Principles Of Marketing By Philip Kotler 13th Edition Chapter 3 Ppt

Nurture long-term customer relationships. Chapter 1, 13-14 ELEMENTS OF A MODERN MARKETING SYSTEM Figure 1.2 2.Designing A Customer Driven Marketing Strategy Marketing Management The art and science of choosing target markets and building profitable relationships with them. Chapter 1, page 14 Selecting Customers To Serve The company must decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segment it will go after (target marketing) Segmentation divides the market into groups of customers with varying needs and wants. Targeting selects the right segment to nurture. Chapter 1, page 13-14 Connections With Customers Most marketers are targeting fewer, potentially more profitable, customers They are asking: Can we serve this customer profitably?

Focus has shifted to: Retaining current customers Connecting in a deeper, more lasting way – growing “share of customer” Building relationships for greater profitability Demand Management Marketing management seeks to control demand. Increasing demand is the norm. Demarketing seeks to reduce demand in certain circumstances. Chapter 1, page 13 Marketing Management Marketing Management Profitable Demand Customer Choosing target markets and building profitable relationships with them Demand Management Finding and increasing demand; (also changing or reducing demand, i.e.,“demarketing”) Profitable Customer Relationships Attracting new customers, and retaining and building relationships with current customers Value Proposition The set of benefits or values the company promises to deliver to its target markets to satisfy their needs. Chapter 1, 13-14 Marketing Management Orientations Marketing Management wants to design strategies that will build profitable relationships with target consumers There are five alternative concepts under which organizations design and carry out there marketing strategies.