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MKT: 601

Explore the scope of marketing, including goods, services, events, experiences, persons, places, properties, organizations, and information. Learn about key customer markets, core marketing concepts, target markets, positioning, and segmentation. Discover the new marketing realities of technology, globalization, and social responsibility. Gain insights into relationship marketing, integrated marketing, and internal marketing. Understand the importance of performance marketing and marketing management tasks for long-term success.

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MKT: 601

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  1. MKT: 601 Chapter 01: Defining Marketing for the New Realities

  2. The Value of Marketing • Marketing Decision making • Winning Marketing The Scope of Marketing • Goods • Services • Events Olympic • Experiences Fantasy Kingdom • Persons Celebrity • Places Tourism • Properties Stock • Organizations Philips (Sense and Sensibility) • Information Magazine • Ideas Tree plantation

  3. Who Markets Marketers and Prospect • Negative demand • Nonexistent demand • Latent demand • Declining demand • Irregular demand • Full demand • Overfull demand • Unwholesome demand

  4. Markets Key Customer Markets • Consumer Markets • Business Markets • Global Markets • Nonprofit and Governmental Markets • Marketplaces, Market spaces and Metamarkets

  5. Core Marketing Concepts  • Needs, Wants and Demands • Stated needs (Inexpensive cars) • Real needs (low operating costs car) • Unstated needs (good service) • Delight needs (Onboard navigation by dealer) • Secret needs (Show others) • Target markets, Positioning and Segmentation • Offerings and Brands • Marketing Channels (Communication, Distribution and Service) • Paid, Owned and Earned media • Impressions and Engagement • Value and Satisfactions • Supply chain • Competition • Marketing environment

  6. The New Marketing Realities • Technology • Globalization • Social Responsibility Marketing in Practice • Marketing Balance • Marketing Accountability • Marketing in the Organization

  7. Company orientation towards the marketplace • The Production concept • The Product concept • The Selling concept • The Marketing concept • The Holistic Marketing concept

  8. Relationship marketing • Aims to built mutually satisfying long-term relationship with • Customers • Employees • Marketing partners Integrated marketing • Communication • Product and Services • Channels

  9. Internal Marketing • Marketing department • Senior management • Other departments Performance Marketing • Sales revenue • Brand and customer equity • Ethics • Environment • Legal • Community

  10. Marketing management tasks • Developing Marketing strategies and plans • Capturing Marketing insights • Connecting with customers • Building strong brands • Creating Value • Communicating value • Delivering values • Conducting marketing Responsibly for long-term success

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