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Defining Marketing for the New Realities - Coggle Diagram
Defining Marketing for
the New Realities
Why
The Value of MKG
Firm:
Financial success depends on MKG ability.
MKG function vs. other business functions.
Society:
Ease/enrich our lives
Create jobs
Corporate social responsibility
What
What is marketing?
Firm:
Society:
Marketing Management:
The aims:
What is marketed?
goods, services, events, experiences, persons, places,
properties, organizations, information, and ideas.
Who
A marketer is someone who seeks a response—attention, a purchase, a vote, a donation—from
another party, called the prospect.
Where
MGT tasks
Developing and implementing marketing strategies and plans.
Capturing marketing insights.
Connecting with customers.
Building strong brands.
Creating value.
Delivering value.
Communicating value.
Managing the marketing organization for long term success.
orientations
The Production Concept
The Product Concept
The selling Concept
The Marketing Concept
The Holistic Marketing Concept
New realities
Technology
Globalization
Social Responsibility
A Dramatically Changed Marketplace
Core concepts
Market
STP
:
Segmentation
Targeting
positioning
Needs
,
Wants
,
Demands
Offerings and brands
:
Value proposition
Offerings Brand
Marketing myopia
Marketing channels
:
Communication channel
Distribution channel
Service channel
Media:
Paid media
Owned media
Earned media
Impression and Engagement
Value and satisfaction
Supply chain
Competition
:
Brand competition
Industry competition
Form competition
Generic competition
Marketing environment
:
Broad environment
Task environment
Marketing mix
:
4Cs
4Ps
New 4Ps