Marketing
420 MKT
Contemporary Issues in
Marketing
What is Marketing?
• Marketing is managing profitable
customer relationships
 Attracting new customers
 Retaining and growing current
customers
• “Marketing” is NOT synonymous
with “sales” or “advertising”
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What is Marketing?
• Kotler’s social definition:
“Marketing is a social and
managerial process by which
individuals and groups obtain
what they need and want through
creating and exchanging products
and value with others.”
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What is Marketing?
Many Things Can Be Marketed!
• Goods
• Places
• Services
• Properties
• Experiences
• Organizations
• Events
• Information
• Persons
• Ideas
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What is Marketing?
Many Things Can Be Marketed!
• Goods
• Places
• Services
• Properties
• Experiences
• Organizations
• Events
• Information
• Persons
• Ideas
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What is Marketing?
What is the difference between
Customer and consumer?
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Marketing Management
Marketing Management
Management Orientations
• Production
concept
• Product concept
• Selling concept
• Marketing
concept
• Societal marketing concept
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Marketing Mix
• Product
• Price
• Place
• Promotion
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Marketing Mix
7Cs Service Marketing Mix?
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Key Environments
• Marketing Environment
 The actors and forces that affect a firm’s
ability to build and maintain successful
relationships with customers.
 Aspects of the marketing environment:
Microenvironment
 Macroenvironment

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The Microenvironment
Factors Affecting a Firm’s Ability
to Serve Customers
• Company
• Competitors
• Suppliers
• Publics
• Customer
Markets
• Marketing
Intermediaries
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The Microenvironment
• Departments within the company impact
marketing planning.
• Suppliers help create and deliver
customer value.
 Treat suppliers as partners.
• Marketing intermediaries help sell,
promote, and distribute goods.
 Intermediaries take many forms.
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The Macroenvironment
• Customer markets must be studied.
 Consumer, business, government, reseller
and international markets exist.
• Successful companies provide better
customer value than the competition.
 Size and industry position help to determine
the appropriate competitive strategy.
• Various publics must also be considered.
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The Microenvironment
Types of Publics
• Financial
• Local
• Media
• General
• Government
• Internal
• Citizen Action
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The Macroenvironment
Macroenvironmental Forces
• Demographic
• Technological
• Economic
• Political
• Natural
• Cultural
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The Macroenvironment
Macroenvironmental Forces
PESTLE
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World Changes
•Technology
•Globalization
•Environmentalism
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