Marketing management
MARKETING MANAGEMENT
Chapter
1
Defining
Marketing for the 21st
Century
Five basic markets & their connecting flows
Figure 1.1
Marketing Management - An Asian
© Kotler, Keller, Ang, of
Perspective
Structure Leong & Flows in a Modern Exchange Economy
Tan
4th Edition
International Executive MBA PGSM
Page I.01
MARKETING MANAGEMENT
Figure 1.2 A Simple Marketing System
© Kotler, Keller, Ang, Leong &
Tan
Marketing Management - An Asian
Perspective
4th Edition
Figure 1.3 Holistic Marketing Dimensions
© Kotler, Keller, Ang, Leong &
Tan
International Executive MBA PGSM
Marketing Management - An Asian
Perspective
4th Edition
Page I.02
MARKETING MANAGEMENT
Holistic Marketing
In Your own words, define Holistic
Marketing?
Figure 1.4 The 4 P Components of the Marketing Mix
© Kotler, Keller, Ang, Leong &
Tan
International Executive MBA PGSM
Marketing Management - An Asian
Perspective
4th Edition
Page I.03
MARKETING MANAGEMENT
Asian
Figure 1.5 Marketing-Mix Strategy
© Kotler, Keller, Ang, Leong &
Tan
Marketing Management - An
Perspective
4th Edition
Figure 1.6 Factors Influencing Company Asian
Marketing Management - An Marketing Strategy
© Kotler, Keller, Ang, Leong &
Tan
International Executive MBA PGSM
Perspective
4th Edition
Page I.04
MARKETING MANAGEMENT
Skim a Vietnamese company that you believe has been adopting market-driven research strategy.
Identify those strategies.
Why do you consider this company to be successful?
Chapter
2
Developing
Marketing Strategies &
Plans
© Kotler, Keller, Ang, Leong & Tan
International Executive MBA PGSM
Marketing Management - An
Asian Perspective
4th Edition
Page I.05
MARKETING MANAGEMENT
Figure 2.1 Two Views of the Value Delivery Process
© Kotler, Keller, Ang, Leong & Tan
Figure 2.2
Marketing Management - An
Asian Perspective
4th Edition
The Generic Value Chain
Chapter
1
Defining
Marketing for the 21st
Century
Five basic markets & their connecting flows
Figure 1.1
Marketing Management - An Asian
© Kotler, Keller, Ang, of
Perspective
Structure Leong & Flows in a Modern Exchange Economy
Tan
4th Edition
International Executive MBA PGSM
Page I.01
MARKETING MANAGEMENT
Figure 1.2 A Simple Marketing System
© Kotler, Keller, Ang, Leong &
Tan
Marketing Management - An Asian
Perspective
4th Edition
Figure 1.3 Holistic Marketing Dimensions
© Kotler, Keller, Ang, Leong &
Tan
International Executive MBA PGSM
Marketing Management - An Asian
Perspective
4th Edition
Page I.02
MARKETING MANAGEMENT
Holistic Marketing
In Your own words, define Holistic
Marketing?
Figure 1.4 The 4 P Components of the Marketing Mix
© Kotler, Keller, Ang, Leong &
Tan
International Executive MBA PGSM
Marketing Management - An Asian
Perspective
4th Edition
Page I.03
MARKETING MANAGEMENT
Asian
Figure 1.5 Marketing-Mix Strategy
© Kotler, Keller, Ang, Leong &
Tan
Marketing Management - An
Perspective
4th Edition
Figure 1.6 Factors Influencing Company Asian
Marketing Management - An Marketing Strategy
© Kotler, Keller, Ang, Leong &
Tan
International Executive MBA PGSM
Perspective
4th Edition
Page I.04
MARKETING MANAGEMENT
Skim a Vietnamese company that you believe has been adopting market-driven research strategy.
Identify those strategies.
Why do you consider this company to be successful?
Chapter
2
Developing
Marketing Strategies &
Plans
© Kotler, Keller, Ang, Leong & Tan
International Executive MBA PGSM
Marketing Management - An
Asian Perspective
4th Edition
Page I.05
MARKETING MANAGEMENT
Figure 2.1 Two Views of the Value Delivery Process
© Kotler, Keller, Ang, Leong & Tan
Figure 2.2
Marketing Management - An
Asian Perspective
4th Edition
The Generic Value Chain