Reaping the rewards in the form of sales, market share, and profits. 3. Core Customer Concepts
One of the biggest misconceptions Kotler addresses immediately is that marketing is synonymous with advertising or selling. Instead, Kotler defines marketing as: principles of marketing by philip kotler ppt chapter 1
Needs are basic (food), wants are shaped by culture (a Big Mac), and demands are wants backed by buying power. Reaping the rewards in the form of sales,
Kotler introduces a simple model of the marketing process. The first four steps focus on , while the final step focuses on capturing value from them . Instead, Kotler defines marketing as: Needs are basic
Focus on knowing the needs of target markets and delivering satisfaction better than competitors.
Once the market is understood, management must answer two questions: (Target Market) How can we serve them best? (Value Proposition) The Five Marketing Management Orientations
How companies are now connected globally with customers and marketing partners. Summary for your PPT