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CH01 - PART UNDERSTANDI NG MARKETINGMANAGEMENT 1...

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©  Kotler, Keller, Ang, Leong & Tan,,  4 th  Edition Marketing Management An Asian Perspective 1-1 UNDERSTANDI NG MARKETING MANAGEMENT PART 1
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©  Kotler, Keller, Ang, Leong & Tan,,  4 th  Edition Marketing Management An Asian Perspective 1-2 Defining Marketing for the 21st  Century Chapter 1
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©  Kotler, Keller, Ang, Leong & Tan,,  4 th  Edition 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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4  Edition 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,,  4 th  Edition An Asian Perspective 1-5 Asian brands prominently advertised  in New York’s Time Square
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©  Kotler, Keller, Ang, Leong & Tan,,  4 th  Edition 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,,  4 th  Edition Marketing Management An Asian Perspective 1-7
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©  Kotler, Keller, Ang, Leong & Tan,,  4 th  Edition 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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©  Kotler, Keller, Ang, Leong & Tan,,  4 th  Edition Marketing Management An Asian Perspective 1-9 Scope of Marketing – What is Marketing? Eg: When  Sony  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,,  4 th  Edition 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,,  4 th  Edition 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,,  4 th  Edition
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