MarketingManagement.pdf

Marketing Management, Millenium Edition Philip Kotler Custom Edition for University of Phoenix ...

Excerpts taken from: A Framework for Marketing Management, by Philip Kotler Copyright © 2001by Prentice-Hall, Inc. A Pearson Edu ...

SECTION ONE ...

C hange is occurring at an accelerating rate; today is not like yesterday, and tomor- row will be different from today. Continui ...

2 CHAPTER1MARKETING IN THETWENTY-FIRSTCENTURY ing departments, these companies stretch their limited resources, live close to th ...

Marketing Tasks 3 Persons.Celebrity marketing has become a major business. Artists, musicians, CEOs, physicians, high-profile la ...

4 CHAPTER1MARKETING IN THETWENTY-FIRSTCENTURY from marketing communications? How can we improve sales-force productivity? How ca ...

Market (a collection of buyers) Industry (a collection of sellers) Money Information Goods/services Communication Marketing Task ...

6 CHAPTER1MARKETING IN THETWENTY-FIRSTCENTURY Needs, Wants, and Demands The successful marketer will try to understand the targe ...

Marketing Tasks 7 Each party is free to accept or reject the exchange offer. Each party believes it is appropriate or desirable ...

Caterpillar (marketer) Construction Co. (prospect) Good price for equipment On-time payment Good word of mouth High-quality, du ...

Marketing Tasks 9 as Nucor to buy steel at a cost savings; can buy aluminum for certain parts of the car to lighten the car’s we ...

Target market Place Channels Coverage Assortments Locations Inventory Transport Promotion Sales promotion Advertising Sales forc ...

Company Orientations Toward the Marketplace 11 Clearly, marketing activities should be carried out under a well-thought-out phi- ...

12 CHAPTER1MARKETING IN THETWENTY-FIRSTCENTURY and if they don’t, that they won’t bad-mouth it or complain to consumer organizat ...

Company Orientations Toward the Marketplace 13 Why is it supremely important to satisfy the needs of target customers? Because a ...

14 CHAPTER1MARKETING IN THETWENTY-FIRSTCENTURY needs. They all have well-staffed marketing departments, and all of their other d ...

How Business and Marketing are Changing 15 Customersincreasingly expect higher quality and service and some customization. They ...

16 CHAPTER1MARKETING IN THETWENTY-FIRSTCENTURY ➤ Customer lifetime value: From making a profit on each sale to making profits by ...

Notes 17 tion channels, distribution channels, and selling channels. The supply chain, which stretches from raw materials to the ...