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Bộ sưu tập kiến thức marketing từ cơ bản đấn nâng cao, giúp bạn tìm hiểu về marketing thật cụ thể, dễ dàng, nhanh chóng .
MARKETINGLuu Nhat Huy, MBA, B.Sc.University of Technology – Vietnam National UniversityURL: http://sites.google.com/site/luunhathuy/ PART 1: OVERVIEW1. Definition Marketing2. Orientations3. Roles of Marketing4. Key conceptsMarketing –Luu Nhat Huy2 DEFINING MARKETINGMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler Philip Kotler & Gary Amstrong, 2007 “The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return”4Marketing –Luu Nhat HuyANOTHER DEFINITION SIMPLE MARKETING SYSTEMIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation Production ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that are widely available and inexpensiveConsumers favor products thatoffer the most quality, performance,or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/ wants of target markets & delivering value better than competitorsCOMPANY ORIENTATIONS TOWARDS THE MARKETPLACE EVOLVING VIEWS OF MARKETING’S ROLEa. Marketing as anequal functionFinanceProductionMarketingHumanresourcesb. Marketing as a moreimportant functionFinanceHumanresourcesMarketingProduction EVOLVING VIEWS OF MARKETING’S ROLEc. Marketing as themajor functionMarketingProductiond. The customer as thecontrolling factorCustomer EVOLVING VIEWS OF MARKETING’S ROLEe. The customer as the controllingfunction and marketing as theintegrative functionCustomerMarketingProduction DETERMINANTS OF CUSTOMER DELIVERED VALUEImage valuePersonnel valueServices valueProduct valueTotalcustomervalueMonetary costTime costEnergy costPsychic costTotalcustomercostCustomerdeliveredvalue [...]... costs THE FOUR PS Marketing Mix Place Product Price Promotion 14 1 2 3 4 MKT Environment MIS MR Type of MKT research Marketing – Luu Nhat Huy PART 2: EVIRONMENT MIS AND MKT RESEARCH MARKETING ENVIRONMENT Supplier C Distributor Economic factors Technological factors Customer Marketing – Luu Nhat Huy Political factors Legal and regulations Competitors Social/cutural factors 15 MIS A marketing information... needed, timely, and accurate information to marketing decision makers A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment MIS Market Customer Channels Macro factors … Internal Data MR MI DSS MKT decision maker Strategy Plan Implementation Control Marketing – Luu Nhat Huy Environment 17 MARKET... Observational Focus-group Survey Behavioral Experimental Marketing – Luu Nhat Huy PART 3: CONSUMER BEHAVIOR 22 CONSUMER BUYING PROCESS Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior STIMULI-RESPONSE MODEL Organism Response Marketing – Luu Nhat Huy Stimulus 24 MODEL OF BUYING BEHAVIOR Marketing stimuli Other stimuli Buyer’s characteristics Buyer’s... Family Occupation Roles & Status Economic Situation Subculture Social Class Perception Learning Marketing – Luu Nhat Huy Cultural Beliefs & Attitudes Lifestyle Personality & Self-Concept 26 Marketing – Luu Nhat Huy PART 4: STP 27 1 Segmentation 2 Targeting 3 Positioning STP: SEGMENTATION Market Why? Marketing – Luu Nhat Huy segmentation is the process of dividing the market into similar groups... competitors and the market Market research can help create a business plan, launch a new product or service, fine tune existing products and services, expand into new markets etc Marketing – Luu Nhat Huy 18 THE MARKETING RESEARCH PROCESS Defining the problem and research objectives Developing the research plan Present the findings Collect the information Analyze the information SECONDARY-DATA... effectively reached and served Differential • Segments must respond differently to different marketing mix elements & actions Actionable • Must be able to attract and serve the segments STP :TARGETING •Size, profitability •Growth •Price elasticity •Strengths, weaknesses Assessment Competitor •New entrants Marketing – Luu Nhat Huy Customer •Differentiation •Cost Company •Technology •Managerial competence... coverage M1 M2 M3 M1 M2 M3 P1 P = Product M = Market P1 P2 P2 P3 P3 Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind Marketing – Luu Nhat Huy PART 5: PRODUCT 36 1 PLC 2 New product development . 1: OVERVIEW1. Definition Marketing2 . Orientations3. Roles of Marketing4 . Key conceptsMarketing –Luu Nhat Huy2 DEFINING MARKETINGMarketing is a societal. OF MARKETING S ROLEa. Marketing as anequal functionFinanceProductionMarketingHumanresourcesb. Marketing as a moreimportant functionFinanceHumanresourcesMarketingProduction EVOLVING