Philip Kotler is one of the world's leading authorities on market- ing. He is the S. C. Johnson & Son Distinguished Professor of International. Marketing at the. PDF Drive is your search engine for PDF files. marketing Philip Kotler Kotler, Philip Marketing 1 Philip Kotler Marketing Management Philosophies Título original: Marketing management Bibliografia. Philip Kotler Este livro é dedicado a minha esposa, Punam, e minhas duas filhas, Carolyn e Allison, com .
|Language:||English, Spanish, French|
|Genre:||Science & Research|
|Distribution:||Free* [*Register to download]|
Philip Kotler s. C. Johnson Distinguished Professor ofInternational Marketing Kellogg School of Management Northwestern University Evanston, Illinois Kevin . PDF | On Jan 1, , Philip Kotler and others published Marketing Management : The Millennium Edition. Download full-text PDF. Marketing Management 12e. PHILIP KOTLER & KEVIN LANE KELLER. ISBN —dc Note: all credits for contents .
Marketing is not done only by the marketing department. It needs to affect every aspect of the customer experience. To create a strong marketing organization, marketers must think like executives in other departments, and executives in other departments must think more like marketers. In particular, technology, globalization, and social responsibility have created new opportunities and challenges and significantly changed marketing management.
Companies seek the right balance of tried-andtrue methods with breakthrough new approaches to achieve marketing excellence. There are five competing concepts under which organizations can choose to conduct their business: The first three are of limited use today.
The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Holistic marketing recognizes that everything matters in marketing and that a broad, integrated perspective is often necessary.
Four components of holistic marketing Copyright Pearson Education, Inc. The following is an outline of this process: The instructor is encouraged to review each submission and suggest areas for improvement. Dividing the class into groups. For those students who have never been exposed to marketing and its components.
Marketing applies to a variety of different areas and is increasingly involving many levels of the organization. This project is designed to accomplish such a task. At the end of the semester. Students who are not marketing majors may have some difficulty accepting the encompassing role that marketing has on the other functional disciplines within a firm. The set of tasks necessary for successful marketing management includes developing marketing strategies and plans. Developing Marketing Formation of groups.
Semester-Long Marketing Plan Project An effective way to help students learn about marketing management is through the actual creation of a marketing plan for a product or service. Students can use the computer program Marketing Plan Pro in creating their proposals and submissions and in their final presentation s.
During the course of the semester. Full file at http: At this point in the semester. In relationship to the material contained in the chapter. No report due for this chapter.
Students should have completed their value proposition for the fictional product. Who are the market leaders for their chosen product or service? Is their product or service going to be a leader. Specific market segmentation. Initial marketing research parameters completed. If the project is to be exported to another country. Questions to have been completed include the brand name. Copyright Pearson Education. At this point in the semester-long project.
Instructors are to evaluate their submissions on the product or service features. What is their estimated time for full adoption? Developing Pricing At this point in the semester-long project. Designing and At this point in the semester-long project.
Managing Retailing. In evaluating this section. At this point in the semester-long project for Wholesaling. Managing Integrated students should present their channel decisions Marketing Channels for getting their product or service to the consumer. In reviewing this section. Introducing New Market At this point in the semester-long project. How will the consumer learn about their new product and how quickly will they adopt it?
Will the product be targeted to the heavy users and early adopters first. Sales Promotion. Events and Experiences. Second phase of the presentations of the project. All other groups must decide at this point if they will use a direct sales force. This begins the presentation phase of the project.
Under the projects heading for each chapter will be a reminder of the material due when that chapter is scheduled to be discussed in class. In reviewing the submissions. Social Media. How do the missions discussed in the opening vignette translate into their current business practices? How are its marketing investments and initiatives affecting its profitability? Then have the students collect marketing examples from each of these companies. Assign students the task of visiting some companies Web sites to see if they feel that the company is responding to the changes in marketing today.
Questions to ask during the class discussion should focus on why this particular example of advertising elicits a response from you. Marketers by their efforts increase peer pressure. October 9. Students can choose a firm of their preference. Take a position Marketing shapes consumer needs and wants versus marketing merely reflects the needs and wants of customers. Have the students comment on what they find there of particular interest to them.
During class. Internet advertising. Suggested Response Pro: With the vast amount of information available to marketers today and the emphasis on relational marketing. This information should be in the form of examples of printed advertising. They feel marketers encourage consumers to spend more money than they should on goods and services they do not really need.
Consumers can and do make more informed decisions than previous generations. Marketing merely reflects societal needs and wants. Marketing Excellence: Nike 1. Suggested Answer: As companies face increased global competition.
The major societal forces at work: These societal factors pre-exist marketing and would continue to exist if there was no marketing efforts expended.
Marketers can be rightly accused of influencing wants. How are they likely to change in the future? What other major trends or forces might affect marketing? Consider the broad shifts in marketing. Do any themes emerge in them? Can you relate the shifts to the major societal forces? Which force has contributed to which shift? Suggested Response The major themes that emerge in these broad shifts are technology. While this may have worked in the past. Marketers should understand that when it comes to resisting the pressure to conform.
Athlete influence s can and could decrease due to changing consumer preferences and changes in consumer tastes and priorities.
What are the pros. With the advent of the Internet. Marketers must take an ethical position to only market to those consumers able to download their products. If you were Adidas. Marketers must choose features. The Value of Marketing A. Marketers adapt.
Is the company right to put so much focus on Mobile? Student answers will vary. Unilever is responding to the digital revolution and other major changes in the business environment with a new marketing model that establishes social.
Marketing Decision Making i. Marketing is both an art and a science. Marketers that fail to carefully monitor their customers and competitors. This means that Google is trying to provide its advertisers better tools to target their ads and understand the effectiveness of their advertising.
Marketing ability helps create sufficient demand for products and services. Social definition of marketing: Marketing is a societal process by which individuals and groups obtain what they need and want through creating. A marketer is someone who seeks a response—attention. Marketing is about identifying and meeting human and social needs ii.
Who Markets? Products and services are platforms for delivering some idea or benefit. American Marketing Association definition: Marketing is the activity. What is Marketing? Marketing management is the art and science of choosing target markets and getting.
What is Marketed? Ten main types of entities: Selling is not the most important part of marketing.
Consumer Markets typically establish a strong brand image by developing a superior product or service. Global Markets require companies to navigate cultural. A market is a collection of downloaders and sellers who transact over a particular product or product class such as the housing market or the grain market.
Latent demand—Consumers may share a strong need that cannot be satisfied by an existing product. Unwholesome demand—Consumers may be attracted to products that have undesirable social consequences. Five types of needs: Key customer markets include: Irregular demand—Consumer downloads vary on a seasonal. Nonprofit and Governmental Markets include churches. Overfull demand—More consumers would like to download the product than can be satisfied.
Eight demand states are possible: Core Marketing Concepts A. Declining demand—Consumers begin to download the product less frequently or not at all.
Business Markets typically have a strong emphasis on the sales force. Stated needs 2. Marketers are skilled at stimulating demand for their products. Marketers do not create needs: Needs pre-exist marketers. Nonexistent demand—Consumers may be unaware of or uninterested in the product. Negative demand—Consumers dislike the product and may even pay to avoid it. Full demand—Consumers are adequately downloading all products put into the marketplace. Marketing Channels i. All companies strive to build a brand image with as many strong.
The intangible value proposition is made physical by an offering. Secret needs Target Markets. Unstated needs 4. Web site. For each target market. The supply chain is a channel stretching from raw materials to components Copyright Pearson Education. Paid media allow marketers to show their ad or brand for a fee. Impressions occur when consumers view a communication iii. A brand is an offering from a known source.
Supply Chain i. Value is primarily a combination of quality. Service channels include warehouses. Target markets: Distribution channels help display.
Value perceptions increase with quality and service but decrease with price. Communication channels deliver and receive messages from target downloaders ii. Where appropriate, new material was added, old material was updated, and no longer relevant or necessary material was deleted.
Marketing Management, 14th edition, allows those instructors who have used the 13th edition to build on what they have learned and done while at the same time offering a text that is unsurpassed in breadth, depth, and relevance for students experiencing Marketing Management for the first time.
The successful across-chapter reorganization into eight parts that began with the 12th edition of Marketing Management has been preserved, as well as many of the favorably received within-chapter features that have been introduced through the years, such as topical chapter openers, in-text boxes highlighting noteworthy companies or issues, and the Marketing Insight and Marketing Memo boxes that provide in-depth conceptual and practical commentary.
Significant changes to the 14th edition include: Brand new opening vignettes for each chapter set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes are great classroom discussion starters. Almost half of the in-text boxes are new. These boxes provide vivid illustrations of chapter concepts using actual companies and situations.
The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots. The end-of-chapter section now includes two Marketing in Action mini-cases highlighting innovative, insightful marketing accomplishments by leading organizations. Each case includes questions that promote classroom discussion and analysis. Dramatic changes in the marketing environment have occurred in recent yearsin particular, the economic, natural, and technological environments.
Throughout the new edition, these three areas are addressed, sometimes via new subsections in chapters, with emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet, and mobile phones.
These new marketing realities make it more important than ever for marketers to be holistic in what they do, the overriding theme of this text. Chapter 19, on personal communications, received a significant update with much new material to reflect the changing social media landscape and communications environment. Forecasting has been moved to Chapter 3 where it fits well with the material on the marketing environment.
Chapter 5 was re-titled as Creating Long-Term Loyalty Relationships to better reflect its stronger area of emphasis. Chapters 10 and 11 were reorganized and material swapped. Chapter 11 was also re-titled as Competitive Dynamics to acknowledge the significant material added on marketing in an economic downturn. Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice.
The very first edition of Marketing Management, published in , introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become fundamental topics such as segmentation, targeting, and positioning.
Concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, and integrated marketing communications were not xvi even part of the marketing vocabulary then.
Marketing Management continues to reflect the changes in the marketing discipline over the past 40 years. Firms now sell goods and services through a variety of direct and indirect channels. Mass advertising is not nearly as effective as it was, so marketers are exploring new forms of communication, such as experiential, entertainment, and viral marketing.
Customers are telling companies what types of product or services they want and when, where, and how they want to download them. They are increasingly reporting to other consumers what they think of specific companies and productsusing e-mail, blogs, podcasts, and other digital media to do so. Company messages are becoming a smaller fraction of the total conversation about products and services.
In response, companies have shifted gears from managing product portfolios to managing customer portfolios, compiling databases on individual customers so they can understand them better and construct individualized offerings and messages.
They are doing less product and service standardization and more niching and customization. They are replacing monologues with customer dialogues.
They are improving their methods of measuring customer profitability and customer lifetime value. They are intent on measuring the return on their marketing investment and its impact on shareholder value. They are also concerned with the ethical and social implications of their marketing decisions.
As companies change, so does their marketing organization. Marketing is no longer a company department charged with a limited number of tasksit is a company-wide undertaking. It drives the companys vision, mission, and strategic planning. Marketing includes decisions like who the company wants as its customers, which of their needs to satisfy, what products and services to offer, what prices to set, what communications to send and receive, what channels of distribution to use, and what partnerships to develop.
Marketing succeeds only when all departments work together to achieve goals: when engineering designs the right products; finance furnishes the required funds; downloading downloads high-quality materials; production makes high-quality products on time; and accounting measures the profitability of different customers, products, and areas.
To address all these different shifts, good marketers are practicing holistic marketing. Holistic marketing is the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of todays marketing environment.
Four key dimensions of holistic marketing are: 1. Internal marketingensuring everyone in the organization embraces appropriate market- ing principles, especially senior management. Integrated marketingensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way. Relationship marketinghaving rich, multifaceted relationships with customers, channel members, and other marketing partners.
Performance marketingunderstanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects. These four dimensions are woven throughout the book and at times spelled out explicitly. The text specifically addresses the following tasks that constitute modern marketing management in the 21st century: 1. Developing marketing strategies and plans 2. Capturing marketing insights and performance 3.
Connecting with customers 4. Building strong brands 5. Shaping the market offerings 6. Delivering and communicating value 7. Marketing is of interest to everyone, whether they are marketing goods, services, properties, persons, places, events, information, ideas, or organizations.
As it has maintained its respected position among students, educators, and businesspeople, Marketing Management has kept upto-date and contemporary. Students and instructors feel that the book is talking directly to them in terms of both content and delivery. Marketing Management owes its marketplace success to its ability to maximize three dimensions that characterize the best marketing textsdepth, breadth, and relevanceas measured by the following criteria: Depth.
Does the book have solid academic grounding? Does it contain important theoretical concepts, models, and frameworks? Does it provide conceptual guidance to solve practical problems? Does the book cover all the right topics? Does it provide the proper amount of emphasis on those topics?
Does the book engage the reader? Is it interesting to read? Does it have lots of compelling examples? The 14th edition builds on the fundamental strengths of past editions that collectively distinguish it from all other marketing management texts: Managerial Orientation.