Marketing management kotler keller 14th edition powerpoint

The evolution of a new marketing concept does not mean that all companies are changing. Many companies continue to operate under the production concept. Under a production philosophy the company will seek to mass produce products and to distribute them on a wide scale. The belief is that consumers prefer products that are widely available and inexpensive.

The product concept proposes that consumers prefer products that have higher quality, performance, or are more innovative. Often, managers focus too much on the product a better mousetrap but this does not always equal success. Typically used with unsought goods such as insurance or cemetery plots, or when companies face overcapacity.

Companies that have embraced the marketing concept have been shown to achieve superior performance than competitors. The holistic concept takes a philosophy that everything matters in marketing. Figure 1.

Relationship marketing seeks to build mutually beneficial, long-term relationship with key constituents in order to earn and retain their business. The four key constituents are: customers, employees, partners, and member of the financial community. Attracting a new customer can cost five times as much as retaining existing customers so building long-term relationships makes financial sense for the company.

Marketing networks consist of the company and its supporting stakeholders who have built a mutually profitable business relationship. Integrated marketing holds that all activities undertaken by the company should create, communicate, and deliver value. Further, all new activities should take into consideration all other marketing activities. Internal marketing is the task of hiring, training, and motivating able employees to serve customers well.

Marketers must understand both the financial and nonfinancial returns to a business and society from marketing programs and activities. Financial accountability involves the justification of marketing expenditures in terms of financial returns.

But they must also think about the ethical, environmental, legal, and social aspects of their activities. Ginger Weaver Dec. I don't have enough time write it by myself. Diamond Pearl Sep. Habib Mar. Show More. Total views. You just clipped your first slide! Clipping is a handy way to collect important slides you want to go back to later. Now customize the name of a clipboard to store your clips. Visibility Others can see my Clipboard. Cancel Save. Discussion Board : The discussion board provides students with a space to respond and react to the discussions you create.

ClassLive can be used with a group of students or one-on-one to share images or PowerPoint presentations, draw or write objects on a whiteboard, or send and received graphed or plotted equations. ClassLive also has additional classroom management tools, including polling and hand-raising.

Enhanced eText. Available within the online course materials and offline via an iPad app, the enhanced eText allows instructors and students to highlight, bookmark, take notes, and share with one another. Almost half of the in-text boxes are new in this edition. Using actual companies and situations, these boxes cover a variety of products, services, and markets. Provide students with the power of practice: mymarketinglab.

Highlights include: Personalized Study Plans —Made up of the pre and posttests, the Study Plan includes remediation activities to help students understand and apply the concepts where they need the most help. Interactive Elements —A wealth of hands-on activities and exercises let students experience and learn actively, including use of the online ebook to search for specific keywords or page numbers, highlight specific sections, enter notes right on the ebook page, and print reading assignments with notes for later review.

Students also have access to additional materials, including online end-of-chapter activities, Active Flashcards, and more. New to This Edition. Defining Marketing for the 21st Century Chapter 2. Gathering Information and Scanning the Environment Chapter 4. Creating Long-term Loyalty Relationships Chapter 6.

Analyzing Consumer Markets Chapter 7. Analyzing Business Markets Chapter 8. Creating Brand Equity Chapter Crafting the Brand Position Chapter Setting Product Strategy Chapter Designing and Managing Services Chapter Designing and Managing Integrated Marketing Chapter Introducing New Marketing Offerings Chapter Jump to Page.

Search inside document. Publishing as Prentice Hall Slide 29 of Pulkit Arora. Arpita Mehta. Rajat Verma. Aditi Tyagi. Ashok Sharma. Atif Khan. Muhammad Umair. Aurora Noor Aisa. Darshana Mayekar. Suri Jayeng Pradani. Asha Jaylal. More From Pulkit Arora. Popular in Marketing. Peter Hwang. Adela Fundulea. Alimushwan Adnan. Ferozuddin Imamyar. Neil Francel D. Revanth Kumar. Abhishek Juriani. Umar Farooq. Battina Abhisek. Kafonyi John.