100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary Marketing Management Kotler Keller detailed notes CHAPTERS:1, 2, 3, 4, 5, 6, 9,10,11,12,13, 14, 17, 19, 20, 21, 22 $19.67   Add to cart

Summary

Summary Marketing Management Kotler Keller detailed notes CHAPTERS:1, 2, 3, 4, 5, 6, 9,10,11,12,13, 14, 17, 19, 20, 21, 22

3 reviews
 1306 views  5 purchases
  • Course
  • Institution
  • Book

This document contains an extensive, straight-forward summary of 17 chapters from Kotler & Keller's Marketing Management book, specifically covering chapters: 1, 2, 3, 4, 5, 6, 9,10,11,12,13, 14, 17, 19, 20, 21, 22. The notes also include some relevant information from the lectures. UvA students, s...

[Show more]

Preview 4 out of 73  pages

  • No
  • 1, 2, 3, 4, 5, 6, 9,10,11,12,13, 14, 17, 19, 20, 21, 22
  • March 14, 2019
  • 73
  • 2017/2018
  • Summary

3  reviews

review-writer-avatar

By: irenedominguez78 • 2 year ago

review-writer-avatar

By: csoaresrenato • 4 year ago

review-writer-avatar

By: sitkasalter • 4 year ago

avatar-seller
M,rketing notes.

M,rketing - identifying ,nd meeting hum,n ,nd soci,l needs «profit,bly»
Americ,n M,rketing Associ,tion: - the ,ctivity, set of institutions, ,nd
processes for cre,ting, communic,ting, delivering ,nd exch,nging offerings
th,t h,ve v,lue for customers, clients, p,rtners ,nd society ,t l,rge.
Soci,l Definition: - , societ,l process by which individu,ls ,nd groups obt,in
wh,t they need ,nd w,nt through cre,ting, offering ,nd freely exch,nging
products ,nd services of v,lue with others.

M,rketing M,n,gement - the ,rt ,nd science of choosing t,rget m,rkets ,nd
getting keeping ,nd growing customers through cre,ting, delivering ,nd
communic,ting superior customer v,lue.

10 types of m,in m,rketed entities:
● goods
● Services
● Events
● Experiences
● Persons
● Pl,ces
● Properties (int,ngible rights of ownership to either re,l property or
fin,nci,l property)
● Org,niz,tions
● Inform,tion (universities, books)
● Ide,s


M,rketers: - someone, who seek, , response-,ttention, , purch,se, , vote, ,
don,tion from ,nother p,rty, c,lled , prospect. (If theyʼre seeking to sell smith
to e,ch other => theyʼre m,rketers.
– Skiled ,t stimul,ting dem,nds
– Seek influence the lvl, timing ,nd composition of dem,nd.

8 dem,nd st,tes:
". - ‘ ve D (consumers dislike the product or even p,y to ,void it)
$. Nonexistent D (consumers r un,w,re/uninterested in the product)
%. L,tent D (consumers sh,re , strong need th,t c,nnot be s,tisfied by ,n
existing product)
&. Declining D (cʼs buy it less frequent or stop buying it)
'. Irregul,r dem,nd (se,son,l, monthly, weekly, etc)
(. Full dem,nd (equilibrium)
). Overfull dem,nd (needed > provided)
*. Unwholesome D(cʼs r ,ttr,cted to products, th,t h,ve undesir,ble soci,l
consequences)

,M,rket - collection of buyers ,nd sellers th,t tr,ns,ct over , p,rticul,r
product (cl,ss))
Key customer m,rkets:
– Consumer M,rkets (m,ss consumer goods; strong br,nd im,ge, ,v,il,ble
product with reli,ble perform,nce)
– Business M,rkets (business g & s, often f,ce well-informed profession,l
buyers skilled ,t ev,lu,ting competitive offerings; m,in s,les forces - Px
,nd seller reput,tion)
– Glob,l M,rkets (comp,nies n,vig,te cultur,l, l,ngu,ge, leg,l n politic,l
differences, while deciding which countries to enter, how to enter (,s
exporter, licenser, contr,ct m,nuf,cturer, etc), how to ,d,pt p & s fe,ture
to e,ch country, how to set Pxʼs ,nd how to communic,te in different
cultures)
– Nonprofit & Government,l M,rkets (comp,nies, selling to nonprofit
org,niz,tions with limited purch,sing power such ,s churches, unis,
ch,rity. Government ,gencies need to price c,refully); often requires bids

Needs - b,sic hum,n requirements
Types of needs:
". St,ted needs (inexpensive c,r)
$. Re,l needs (c,r with low oper,ting costs, not initi,l price)
%. Unst,ted needs (good service from the c,r de,ler)
&. Delight needs (,dd GPS in the c,r)
'. Secret needs (customer w,nts friends to see him ,s , s,vvy consumer)

W,nts - needs for recre,tion, educ,tion n entert,inment
Dem,nds - w,nts for specific products b,cked by ,n ,bility to p,y

For e,ch of the t,rget m,rkets the firm develops , m,rket offering, th,t in
positions in t,rget buyersʼ minds ,s delivering some key benefits.

V,lue proposition - set of benefits, th,t s,tisfy customer needs.
Int,ngible propositions ,re m,de physic,l by ,n offering, which c,n be ,
combin,tion of products, services, inform,tion ,nd experiences.

Br,nd - offering from , known source.

M,rketing Ch,nnels:
● Communic,tion ch,nnels (receive/deliver mess,ges from t,rget buyers
,nd incl: newsp,pers, m,g,zines, telephone, sm,rt phone, billbo,rds,
posters, Internet, CDs, etc) => Di,logue ch,nnels (e-m,il, blogs, txt
mess,ges, URLs) monologue ch,nnels (,ds)
● Distribution ch,nnels (help displ,y, sell or deliver physic,l product or
service to the buyer/user (direct: vi, internet, m,il, mobile phone,
telephone; indirect: through distributors, wholes,lers, e,ter, ,gent)

, ● Service ch,nnels (w,rehouses, tr,nsport,tion comp,nies, b,nks ,nd
insur,nce comp,nies).
Choosing the best mix of ch,nnels is ch,llenging for m,rketers

Communic,tion options:
– P,id medi, (TV, ,ds r shown for , fee)
– Owned medi, (website, blog, etc)
– E,rned medi, (consumers, press or outsiders communic,te something
,bout the br,nd vi, word of mouth, buzz or vir,l m,rketing methods; c,n
deduce p,id medi, expenses).

Impression - occurs when consumers view , communic,tion
Eng,gement - extent of the customerʼs ,ttention ,nd ,ctive involvement with ,
communic,tion.
V,lue - the sum of the t,ngible ,nd int,ngible benefits ,nd costs.
Customer v,lue tri,d - centr,l m,rketing concept th,t is prim,rily ,
combin,tion of qu,lity, service ,nd price (,sp)
V,lue perceptions incre,se with qu,lity ,nd service, but decre,se with price
S,tisf,ction - reflects , personʼs judgement of , productʼs perceived
perform,nce in rel,tionship to expect,tions.

Bro,d environment (6): demogr,phic; economic; soci,l-cultur,l; n,tur,l;
technologic,l; politic,l-leg,l.

3 Tr,nsform,tive forces:
● Technology
● Glob,liz,tion
● Soci,l Responsibility


New consumer c,p,bilities:
– Use internet ,s powerful inform,tion ,nd purch,sing ,id
– Se,rch, communic,te n purch,se on the move
– T,p into soci,l medi, to sh,re opinions ,nd express loy,lty
– Actively inter,ct with comp,nies
– Reject m,rketing they find in,ppropri,te

New comp,ny c,p,bilities:
– Use Internet ,s powerful info n s,les ch,nnel, including for individu,lly
differenti,ted goods
– Collect fuller n richer info ,bout m,rkets, customers, prospects ,nd
competitors
– Re,ch consumers quickly n efficiently vi, soci,l medi, ,nd mobile
m,rketing
– Improve purch,sing, recruiting, tr,ining ,nd intern,l n extern,l
communic,tions
– Improve their cost efficiency

, Ch,nnel ch,nging:
Ret,il tr,nsform,tion ?
Disintermedi,tion ?

Priv,te l,bels - br,nd m,nuf,cturers ,re buffeted by powerful ret,ilers th,t
m,rket their own store br,nds, incre,singly indistinguish,ble from ,ny other
br,nd.
Meg,-br,nds - extended into rel,ted product c,tegories; ,t the intersection of
2 or more industries.

PRODUCTION CONCEPT - customers prefer the products th,t ,re widely
,v,il,ble ,nd inexpensive. (High production efficiency; low costs; m,ss
distribution) Exp,nds m,rket
PRODUCT CONCEPT - consumers f,vor products th,t offer the most Qu,lity,
Perform,nce, or Innov,tive Fe,tures.
SELLING CONCEPT - consumers n businesses if left ,lone wonʼt buy enough of
the org,niz,tionʼs products. «H,rd-selling, like insur,nces, etc…
MARKETING CONCEPT - customer-centered, sense-n-respond philosophy.
The job is to find not the right customer for your product, but the right product
for your customers.
HOLISTIC MARKETING - everything m,tters; b,sed on development, design
,nd implement,tion of m,rketing progr,ms, processes ,nd ,ctivities th,t
recognize bre,dth ,nd interdependencies.
RELATIONSHIP MARKETING - ,ims to build mutu,lly s,tisfying long-term
rel,tionships with key constituents in order to e,rn n ret,in their business.
(Rel,tionship btw:
– Customers
– Employees
– M,rketing p,rtners (Ch,nels, suppliers, etc)
– Members of the fin,nci,l community (sh,reholder, investors)

INTEGRATED MARKETING -
INTERNAL MARKETING - ,n element of holistic m,rketing - the t,sk of hiring,
tr,ining, ,nd motiv,ting ,ble employees who w,nt to serve customers well.
PERFORMANCE MARKETING - requires underst,nding the fin,nci,l n non
fin,nci,l returns to business n society from m,rketing ,ctivities n progr,ms.
– Aslo considers: Leg,l, Ethic,l, Soci,l, Environment,l effects of m,rketing
,ctivities ,nd progr,ms

Old 4 Pʼs:
● Product
● Price
● Promotion
● Pl,ce
New 4 Pʼs:

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller popyukanyuta. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $19.67. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

81113 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$19.67  5x  sold
  • (3)
  Add to cart