TAILIEUCHUNG - Lecture Marketing management: Chapter 1 - Phillip Kotler, Kevin Lane Keller

Good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques. It becomes both an art and a science as marketers strive to find creative new solutions to often-complex challenges amid profound changes in the 21st century marketing environment. In this lecture, we describe how top marketers balance discipline and imagination to address these new marketing realities. In the first chapter, we lay the foundation by reviewing important marketing concepts, tools, frameworks, and issues. | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Defining Marketing for the 21st Century Chapter 1 Discussion Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed in recent years? What are the task necessary for successful marketing management? Jobs Profits Giving Marketing creates demand for a product, which in turn drives revenue. Greater demand creates the need for companies to hire new workers, while revenue (top line) contributes to a company’s bottom line (profits), which allow the company to be more fully engaged in socially responsible activities. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through

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