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Transcript

presented by:

Alvarez, Pamela Fe

DEFINING MARKETING IN THE 21ST CENTURY

Updating the Four Ps

New Company Capabilities

Marketers can use the Internet as a powerful information and sales channel.

Marketers can tap into social media to amplify their brand message.

Marketers can send ads, coupons, samples, and information to customers who have requested them or given the company permission to send them.

Marketers can collect fuller and richer information about markets, customers, prospects, and competitors.

Marketers can facilitate and speed external communication among customers.

Marketers can reach consumers on the move with mobile marketing.

Major Societal Forces

Importance of Marketing

Network Information Technology

Retail Transformation

Privatization

Consumer Information

Companies can improve purchasing, recruiting, training, and internal and external communications.

Companies can make and sell individually differentiated goods.

Consumer Participation

Globalization

Heightened Competition

Disintermediation

Local Cellphone Brands

Companies can improve their cost efficiency by skillful use of the Internet.

Companies can facilitate and speed up internal communication among their employees by using the Internet as a private intranet.

Versus

International Cellphone Brands

Connecting with customers.

Developing marketing strategies and plan.

Capturing market insights.

Industry Convergence

Consumer Buying Power

Consumer Resistance

Deregulation

Marketing plays a key role in addressing the challenges on firms to prosper financially and survive in the face of an unforgiving economic environment.

Shaping the marketing offerings.

Building strong brands.

New Marketing

Realities

Production Concept

Selling Concept

Creating successful long-term growth.

Communicating value.

Delivering value.

Marketing Management Tasks

Company Orientation

Toward the Marketplace

What is Marketing?

Marketing is about identifying and meeting human and social needs.

Product Concept

Marketing Concept

Needs, Wants, and Demands

Holistic Marketing Concept

Segmentation, Target Markets and Positioning

Value and Satisfaction

Offerings and Brands

Core Marketing Concepts

Marketing Channels

Supply Chain

Competition

Marketing Environment

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