defining marketing for the 21st century

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1、Chapter1:DefiningMarketingforthe21stCenturyDEFININGMARKETINGFORTHE21STCENTURY1CHAPTERWhenyouseethisnotation,itindicatesaparticularlyimportantconceptorideathatyoumaywanttostressinyourlectureLEARNINGOBJECTIVESAfterreadingthischapter,studentsshould:qKnowwhymark

2、etingisimportantqKnowwhatisthescopeofmarketingqKnowsomefundamentalmarketingconceptsqKnowhowmarketingmanagementhaschangedqKnowwhatthenecessarytasksareforsuccessfulmarketingmanagementCHAPTERSUMMARYFromamanagerialpointofview,marketingistheprocessofplanningandex

3、ecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,deli

4、vering,andcommunicatingsuperiorcustomervalue.Marketersareskilledatmanagingdemand.Theyseektoinfluencethelevel,timing,andcompositionofdemand.Marketersareinvolvedinmarketingmanytypesofentities:goods,services,events,experiences,persons,places,properties,organiza

5、tions,information,andideas.Theyalsooperateinfourdifferentmarketplaces:consumer,business,global,andnonprofit.Businessestodayfaceanumberofchallengesandopportunitiesincludingglobalization,theeffectsofadvancesintechnology,andderegulations.Theyhaverespondedbychan

6、ginghowtheyconductmarketinginveryfundamentalways.Therearefivecompetingconceptsunderwhichorganizationscanchoosetoconducttheirbusiness:theproductionconcept,productconcept,sellingconcept,marketingconcept,andtheholisticmarketingconcept.Thefirstthreeareoflimitedu

7、setoday.Theholisticmarketingconceptisbasedonthedevelopment,design,andimplementationofmarketingprograms,processes,andactivities,thatrecognizestheirbreadthandinterdependencies.Holisticmarketingrecognizesthat“everythingmatters”withmarketingandthatabroad,integr

8、atedperspectiveisoftennecessary.Fourcomponentsofholisticmarketingarerelationshipmarketing,integratedmarketing,internalmarketing,andsocialmarketing.155Chapter1:DefiningMarketingforthe21stCenturyM