Philip Kotler’s "Principles of Marketing" Chapter 1 defines marketing as a process of creating customer value and building strong, profitable relationships, moving beyond mere selling. The chapter outlines a five-step framework covering understanding the marketplace, designing strategy, constructing programs, building relationships, and capturing value. For a visual overview of these key concepts and PPT structures, view the Slideshare presentation . AI responses may include mistakes. Learn more
Some slides now add three more Ps for services marketing (People, Process, Physical Evidence), but Chapter 1 focuses on the original 4. principles of marketing by philip kotler ppt chapter 1
"Marketing is the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return." AI responses may include mistakes
| Element | Definition | Example (Nike) | | :--- | :--- | :--- | | | The goods and services offered to the market. | Air Max shoes, Nike App. | | Price | The amount customers pay. | $120 vs. $80 (positioning). | | Place | Distribution channels (where to buy). | Nike.com, Foot Locker, Dick’s. | | Promotion | Activities that communicate the merits of the product. | "Just Do It" ads, LeBron James endorsement. | | Air Max shoes, Nike App
Kotler, P. (2019). Principles of Marketing. Pearson Education.
Kotler outlines a five-step model where value is first created for the customer and then captured from them: principle of marketing chap 1 | PPTX - Slideshare