MARKETING MANAGEMENT

1
INTERNATIONAL EDITION
Philip Kotler 2003

• MARKETING MANAGEMENT

ELEVENTH EDITION
WWW.prenhall.com/kotler
2
?????????
?.??????? ???????????????
??????????????????????? ???????????????
3

• PART 1 Understanding Marketing Management

PART 2 Analyzing Marketing Opportunities
PART 3 Developing Market Strategies
PART 4 Shaping The Market Offering
PART 5 Managing and Delivering Marketing Program
4
New Economy

• Mass Marketing

• Standardized Products

• Economies of Scale

5
A Substantial Increase in Buying Power
New Economy

• Tweens

• Female

• Gent x

• Gent Grey

6

• A Great Variety of Available Good and Service

• Information ? Research

• Persons ? Celebrity Brand

• Places

• Properties

7

• Organization

Favorable Image
Ethics
Social
Natural
8
Income
Nation
Sex
Age
Gent
Family
Segmentation
Brand Loyalty
Social Class
Life Cycle
Region
Climate
Urban
Benefit
Rural
9
NICHE
DIFFERENT
Targeting
10
Services
Product
Man
POSITIONING
Quality
Value
Image
Relationship
Brand