Principles of marketing: Lecture 5

Principles of marketing: Lecture 5 provide students with knowledge about: marketing challenges in the 21st century; Porter’s 5 forces model of competition; the information technology boom; major forces shaping the digital age; electronic commerce;... Please refer to this lesson for details!

Lecture­5MGT301 Principles of Marketing

of  

Lecture­4

How has Marketing Changed Over Time?

Production orientation

Sales orientation

Marketing orientation

Social marketing orientation

The stages in the evolution of marketing

SOCIETAL MARKETING CONCEPT

PRODUCTION

CONCEPT

PRODUCT CONCEPT

MARKETING CONCEPT

MARKETING CONCEPT

KEY MARKETING PHILOSOPHIES

SELLING CONCEPT

Society (Human Welfare)

Society (Human Welfare)

Societal Marketing Concept

Societal Marketing Concept

The customer as the controlling function and marketing as the

integrative function

Customer

Marketing Production

Today’s Topics

Marketing Challenges in the 21st century

Porter’s 5 Forces Model of Competition

Threat of Substitute Products

Threat of New Entrants

Bargaining Power of Buyers

The Information Technology Boom

Major Forces Shaping the Digital Age

The Digital Revolution

The Digital Revolution: one of the biggest changes in the world of marketing.  Changes in technology are transforming the ways we:

BET o n   J a zz

Children’s Cable Net

Knowledge TV

Mus eum ChannelBooknet

Arena Clas s ical  Mus ic

Travel  Channel

DIY

Classic Arts Showcase

Anthropology P&E

“Global Village”

The Changing World Economy

Responsibility

The New Marketing Landscape

Enough for today. . .

Marketing Challenges in the 21st century

Threat of Substitute Products

Threat of New Entrants

Bargaining Power of Buyers

 Marketing Process

  Analyzing marketing opportunities

  Selecting target markets

Lecture­5MGT301 Principles of Marketing