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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