CH01 - PART UNDERSTANDI NG MARKETINGMANAGEMENT 1...

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© Kotler, Keller, Ang, Leong & Tan,,  th Marketing Management An Asian Perspective 1-1 UNDERSTANDI NG MARKETING MANAGEMENT PART 1
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© Kotler, Keller, Ang, Leong & Tan,,  th Marketing Management An Asian Perspective 1-2 Defining Marketing for the 21st  Century Chapter 1
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Marketing Management An Asian Perspective 1-3 Icons used Click on icon to go directly to  the website Click on icon to go directly to  the attached video Alternative icons for weblink
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Why is marketing important? What is the scope of marketing? What are some fundamental marketing  concepts? How has marketing management changed? What are the tasks necessary for successful  marketing management? In this chapter, we address the following questions:
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© Kotler, Keller, Ang, Leong & Tan,,  th An Asian Perspective 1-5 Asian brands prominently advertised  in New York’s Time Square
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© Kotler, Keller, Ang, Leong & Tan,,  th Marketing Management An Asian Perspective 1-6 The Importance of Marketing Financial success depends on marketing No demand - no business Marketing decisions tough  What to design What prices to offer Where to sell How much to spend on advertising…
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© Kotler, Keller, Ang, Leong & Tan,,  th Marketing Management An Asian Perspective 1-7
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© Kotler, Keller, Ang, Leong & Tan,,  th Marketing Management An Asian Perspective 1-8 Marketing  An organizational function & processes  to create, communicate & deliver value to customers & manage customer relationships to benefit organization & stakeholders Scope of Marketing – What is Marketing?
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1-9 Scope of Marketing – What is Marketing?  designed  PlayStation Swamped with orders – WHY? “Right” product – marketing “Aim of  marketing know & understand customer so well product fits him & sells itself…” 
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© Kotler, Keller, Ang, Leong & Tan,,  th Marketing Management An Asian Perspective 1-10 Scope of Marketing –  Exchange and Transactions Exchange Process to obtain desired  product from someone  by offering  something in return
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© Kotler, Keller, Ang, Leong & Tan,,  th Marketing Management An Asian Perspective 1-11 Scope of Marketing –  Exchange and Transactions For exchange potential to exist,  5 conditions: 1. At least 2 parties 2. Each has thing of value to the other 3. Capable of communication & delivery 4. Free to accept/reject offer 5. Believes it desirable to deal with the  other
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© Kotler, Keller, Ang, Leong & Tan,,  th Marketing Management An Asian Perspective 1-12 Lexus ads & campaign slogan   The Passionate Pursuit of Perfection” The Passionate Pursuit of Perfection”   express its marketing philosophy Only the best is good enough for its customers Only the best is good enough for its customers
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This note was uploaded on 11/11/2010 for the course MA 6070 taught by Professor Peter during the Spring '10 term at Chowan University.

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CH01 - PART UNDERSTANDI NG MARKETINGMANAGEMENT 1...

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