Marketing Management 12 e PHILIP KOTLER & KEVIN LANE KELLER ISBN 0-13-145757-8 658.8—dc22 Note: all credits for contents goes to the original author. Summarized by Wawan Setiawan (winanci@gmail.com)Summarized by winanci@gmail.com 2 Redefining Marketing for 21 st Century ● Marketing is everywhere‚ but tricky ● It makes Marketing management difficult because it needs continuous improvementSummarized by winanci@gmail.com 3 The scope of marketing: What is marketing? (1) ● Marketing:
Premium Marketing
etc. Similarly‚ subcultures such as religion‚ racial groupings and geographical location impact on consumer behaviour. Social stratification is also key when considering how to market a product which includes seven categories: 1) lower lowers 2) upper lowers 3) working class 4) middle class 5) upper middles 6) lower uppers 7) upper uppers. Social factors include reference groups‚ the family and roles and status. Reference groups expose an individual to new behaviours and lifestyles‚ influence attitudes
Premium Maslow's hierarchy of needs Psychology
KOTLER RESUME Marketing Management Philip Kotler – Kevin Lane Keller SUMMARY PART 1 Understanding Marketing Management 4 Defining Marketing for the 21st Century 4 Developing Marketing Strategies and Plans 5 PART 2 Capturing Marketing Insights 13 Collecting Information and Forecasting Demand 13 Conducting Marketing Research 16 PART 3 Connecting with Customers 18 Creating
Premium Marketing
Chapter 7 Quiz Review 1) Appropriate music choices for general practice medical offices are a) Country and gospel b) Classical‚ light jazz‚ and soft rock c) Folk and heavy jazz d) Heavy metal e) Heavy rock and rap 2) What kind of impression do cool colors create in the reception area a) Active b) Volatile c) Discordant d) Energetic e) Harmonious 3) A lively atmosphere is produced by what type of colors a) Dim b) Primary c) Muted d) Dark e) soft 4) When arranging a reception area to accommodate elderly
Premium Middle age Patient Old age
Questions for Chapter 6 True/False 1. A talented entrepreneur should be able to substitute for an experienced management team. (False) 2. The size of your organization is inversely correlated to the amount of revenue your business can derive (False) 3. Hiring a salesperson is more attractive than increasing support staff in regards to revenue generated. (True) 4. Your team members can help you to evaluate feedback from outside sources. (True) 5. Over 95% of entrepreneurs in
Premium Venture capital Entrepreneurship Stock
Marketing Management By Philip‚ Kevin Lane Keller‚ Abraham Koshy‚ Mithileshwar Jha logo copy.tif SUMMARY by Chapter 4 Why Marketing Research? Successful Marketing Managers need timely‚ accurate and actionable information about consumers‚ competition and their brands to assess past performance‚ plan future activities and take strategic decisions leading to successful product launch or increase growth of a brand. Conducting Marketing Research and Forecasting Demand What is Marketing
Premium Marketing
Stratification can best be defined as _____. Select one: a. divisions created between groups of people in a society based on the social prestige accorded by a person’s occupation‚ lifestyle‚ or membership in certain organizations b. the unequal distribution of wealth that results from private ownership and people’s tendency to preserve surplus wealth rather than share it with others c. systematic inequalities between groups of people that arise as intended or unintended consequences of social
Premium Social class
to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Copyright © 2011 Pearson Education‚ Inc. Publishing as Prentice Hall 1-2 What is Marketing Management? Marketing management is the art and science of choosing target markets and getting‚ keeping‚ and growing customers through creating‚ delivering‚ and communicating superior customer value. Copyright © 2011 Pearson Education‚ Inc. Publishing as Prentice Hall 1-3 What is Marketed
Premium Marketing
1 6 Analyzing Consumer Markets Chapter Questions How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberate rational decision process? Copyright © 2012 Pearson Education 6-2 Consumer Behavior Copyright © 2012 Pearson Education 6-3 What Influences Consumer Behavior? Cultural Factors Social Factors
Free Psychology Motivation Decision making
29 Service Characteristics Intangibility Variability Perishability Empty seats Inseparability Slide 6 of 29 Intangibility Create tangible elements • Place • People • Equipment • Communication material • Symbols • Price Slide 7 of 29 Inseparability Work Faster Add More Service Providers Work with Larger Groups Slide 8 of 29 Variability Offer Guarantees Monitor Satisfaction Good Hiring and Training Slide 9 of 29 Overnight Hotel Stay Blueprint
Premium Service Customer Good