Defining Marketing for the New Realities

three forces

technology, globalization and social responsibility

What Can We “Market”?

GOODS, SERVICES, EXPERIENCES, PEOPLE, EVENTS, PLACES, EVENTS, PLACES, INFORMATION, IDEAS, COMPANIES, INDUSTRIES

5 C’s

CUSTOMER, COMPANY, CONTEXT, COLLABORATORS, COMPETITORS

STP

SEGMENTATION, TARGETING POSITIONING

4P’s

PRODUCT, PRICE, PLACE, PROMOTION

PRE-PURCHASE - EVENTS

PURCHASE

POST-PURCHASE

CUSTOMER INVOLVEMENT

LOW, MEDIUM, HIGH