1. The new marketing realities
1.1. MAJOR SOCIETAL FORCES
1.1.1. Network information technology
1.1.2. Globalization
1.1.3. Deregulation
1.1.4. Privatization
1.1.5. Heightened competition
1.1.6. Industry convergence
1.1.7. Retail transformation
1.1.8. Disintermediation
1.1.9. Consumer buying power
1.1.10. Consumer information
1.1.11. Consumer participation
1.1.12. Consumer resistant
1.2. NEW COMPANY CAPABILITIES
1.2.1. Marketers can use the Internet as a powerful information and sales channel.
1.2.2. Marketers can collect fuller and richer information about markets, customers, prospects, and competitors.
1.2.3. Marketers can tap into social media to amplify their brand message.
1.2.4. Marketers can facilitate and speed external communication among customers.
1.2.5. Marketers can send ads, coupons, samples, and information to customers who have requested them or given the company permission to send them.
1.2.6. Marketers can reach consumers on the move with mobile marketing.
1.2.7. Companies can make and sell individually differentiated goods.
1.2.8. Companies can improve purchasing, recruiting, training, and internal and external communications.
1.2.9. Companies can facilitate and speed up internal communication among their employees by using the Internet as a private intranet.
1.2.10. Companies can improve their cost efficiency by skillful use of the Internet.
2. Marketing in practice
2.1. Eight factors in mind as they create “chaotics marketing strategies.”
2.1.1. Secure your market share from core customer segments
2.1.2. Push aggressively for greater market share from competitors.
2.1.3. Research customers more now, because their needs and wants are in flux.
2.1.4. Minimally maintain, but seek to increase, your marketing budget.
2.1.5. Focus on all that’s safe and emphasize core values.
2.1.6. Drop programs that aren’t working for you quickly.
2.1.7. Don’t discount your best brands.
2.1.8. Save the strong; lose the weak.
3. Marketing
3.1. 1. Marketing is a societal process by which individuals and groups obtain what they need and want through
3.1.1. creating
3.1.2. offering
3.1.3. freely exchanging products
3.1.4. services of value with others
4. Marketed
4.1. Goods
4.2. Events
4.3. Services
4.4. Experiences
4.5. Persons
4.6. Places
4.7. Properties
4.8. organizations
4.9. information
4.10. ideas
5. Marketer
5.1. A marketer is someone who
5.1.1. seeks a response-attention
5.1.2. a purchase
5.1.3. a vote
5.1.4. a donation-from another party
5.1.5. called the prospect
5.2. Eight demand states
5.2.1. Negative
5.2.2. nonexistent
5.2.3. latent
5.2.4. declining
5.2.5. irregular
5.2.6. full
5.2.7. overfull
5.2.8. unwholesome
6. Market
6.1. Concepts
6.1.1. Traditionally, A market was a physical place where buyers and sellers gathered to buy and sell goods
6.1.2. Economists describe a market as a collection of buyers and sellers who transact over a particular product or product class.
6.2. Key customer markets
6.2.1. consumer
6.2.2. business
6.2.3. global
6.2.4. nonprofit