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Marketing Mgt by Philip Kotler

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Marketing Mgt by Philip Kotler
PowerPoint by

Milton M. Pressley
Creative Assistance by D. Carter and S. Koger
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Chapter 1 Defining Marketing for the st Century 21 by PowerPoint by Milton M. Pressley University of New Orleans
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Kotler on Marketing
The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations.

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Chapter Objectives
In this chapter we will address the following questions:
What is the new economy like? What are the tasks of marketing? What are the major concepts and tools of marketing? What orientations do companies exhibit in the marketplace? How are companies and marketers responding to the new challenges?
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The New Economy
Substantial increase in buying power A greater variety of goods and services A greater amount of information about practically anything A greater ease in interacting and placing and receiving orders An ability to compare notes on products and services
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The New Economy
Websites can provide companies with powerful new information and sales channels. Companies can collect fuller and richer information about markets, customers, prospects and competitors. Companies can facilitate and speed up communications among employees. Companies can have 2-way 2communication with customers and prospects
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The New Economy
Companies can send ads, coupons, samples, information to targeted customers. Companies can customize offerings and services to individual customers. The Internet can be used as a communication channel for purchasing, training, and recruiting. Companies can improve logistics and operations for cost savings while improving accuracy and service quality.
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The three major challenges faced by businesses today are globalization, advances in technology, and deregulation. Which of
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