Chng 1 : Tong quan ve Marketing

MUC TIEU Nam c khai niem marketing, ban chat cua marketing va vai tro cua marketing trong hoat ong kinh doanh hien ai.Giai thch nhng khai niem cot loi cua marketingMo ta cac quan iem marketingNam c tien trnh marketing va chien lc marketing mix

BO CUC S ra i, phat trien cua marketingKhai niem marketingTinh than marketingNhng quan iem marketingChc nang, vai tro cua marketingMarketing mixTien trnh marketing

S RA I,PHAT TRIEN CUA MARKGia the ky 17 : nhng mam mong au tien cua hoat ong marketing xuat hienThe ky 19 (1809-1884) : marketing c nghien cu mot cach co he thong phng TayThe ky 20 : thuat ng marketing xuat hien My (1902), sau o c truyen ba sang cac nc khac

Philip KotlerMarketing la mot qua trnh xa hoi qua o cac ca nhan va cac nhom ngi co c cai mnh can thong qua viec tao ra, cung ng va t do trao oi san pham, dch vu vi ngi khac.

The British Institute of MarketingMarketing la chc nang quan ly cong ty ve mat to chc va quan ly toan bo cac hoat ong kinh doanh t viec phat hien ra va bien sc mua cua ngi tieu dung thanh nhu cau thc s ve mot mat hang cu the en viec a hang hoa en ngi tieu thu cuoi cung nham am bao cho cong ty thu c li nhuan nh d kien

Marketing la qua trinh lp va thc hin k hoach, inh gia, khuyn mai va phn phi san phm, dich vu va y tng tao ra s trao i nhm thoa man nhng muc tiu cua khach hang va cua doanh nghip.nh ngha cua Hiep Hoi marketing Hoa Ky

Nhng nh ngha khac Mark la hoat ong cua con ngi hng en viec thoa man nhu cau va c muon thong qua cac tien trnh trao oiMark la hoat ong cua con ngi dien ra trong s tng quan vi cac th trng, la lam viec vi th trng e bien cac trao oi tiem tang thanh hien thc Mark la mot tien trnh trong o doanh nghiep hng moi no lc cua mnh nham chu ong thoa man nhu cau va mong muon cua khach hang qua o thoa man nhu cau cua chnh doanh nghiep

PHAN BIETMARK CO IENChu trong en nhu cau trc mat

Thc hien nhng chng trnh san xuat kinh doanh ngan hanPhng cham : ban cai mnh co Kinh doanh theo loi ayt quan tam en khach hangChay theo nhu cau cua khach hang MARK HIEN AIChu trong en ca nhu cau trc mat va nhu cau lau daiThc hien nhng chng trnh SXKD mang tnh chien lc.Phng cham : Ban cai th trng canKinh doanh theo loi keoQuan tam en viec lu gi khach hangTch cc tac dong en nhu cau cua khach hang

TINH THAN MARKETING3 cap oCap o c banCap o trung gianCap o cao

CAP O C BANKhach hang la thng eKhach hang luon luon ungCung phai theo cauHay ban cai th trng can

CAP O TRUNG GIANMarketing la mot tien trnh (tien trnh quan tr marketing )va bao gom cac bc :1. Phan tch cac c hoi marketing2. Nghien cu va la chon TT muc tieu3. Thiet ke chien lc marketing4. Hoach nh phoi thc marketing5. To chc thc hien6. Kiem tra

S O TIEN TRNH MARK

CAP O CAOMarketing la mot tap hp nhng khai niem va ky thuat c s dung trong tat ca cac giai oan cua tien trnh marketing :k/n phan oan th trng, phoi thc marketing, nh v san pham; cac ky thuat ve d bao, lap ke hoach, am phan, truyen thong

Marketing c xay dng da tren 3 nguyen tac c ban : phan oan th trng, xac nh th trng muc tieu, nh v san pham .

Nhu cu, c mun, lng cuSan phm

Gia tri, S thoa man, Cht lng

Trao i, Giao dich, Mi quan h

Thi trngNhng khai niem cot loi

Nhu cuc munLi ichNhu cau va c muon

Nhu cu nghi ngi tr thanh c mun i du lich bin Nha TrangChuyen nhu cau thanh c muon

San phm hu hinhDich vuia imY tngS kinCon ngiQuyn s huT chcThng tinKinh nghimSan pham

La tp hp nhng ngi mua hin tai va tim tng i vi mt san phm. Th trng

Khi khach hang thoa man!S thoa man cua khach hang

Trao i la hanh vi nhn t mt ngi nao o th ma minh mun va a lai cho ngi o mt th gi khac.Khai niem ve s trao oi

ieu kien e co trao oi

NHNG NH HNG MARKETING CUA CONG TY(QUAN IEM MARKETING)1. Quan iem trong san xuat2. Quan iem trong san pham3. Quan iem trong ban hang4. Quan iem tiep th5. Quan iem tiep th xa hoi

QUAN IEM TRONG SAN XUAT Ngi tieu dung se a chuong nhng san pham co san neu no c ban rong rai vi gia ha. Nhiem vu cua nhng ngi lanh ao to chc la tap trung vao viec nang cao hieu qua san xuat va m rong pham vi phan phoi.

Quan im san xut Khach hang se a chung nhng san phm co sn dung va c phn phi rng rai vi gia thp.Quan iem san xuat

QUAN IEM TRONG SAN PHAM Ngi tieu dung se a thch nhng san pham co chat lng cao, cong dung nhieu, tnh nang mi, hnh thc ep. Nhng ngi lanh ao nen tap trung n lc vao viec lam ra nhng san pham thng hang va cai tien chung lien tuc.

If you build a better mouse trap the world will beat a path to your door". Ralph Waldo EmersonQuan im san phm Khach hang chi a thich nhng san phm co cht lng tt, kiu dang c ao va co nhng cai tin lin tuc.Quan iem san pham

QUAN IEM TRONG BAN HANG Neu c e yen th ngi tieu dung se khong mua cac san pham cua cong ty vi so lng ln v vay cac to chc can co nhieu no lc tieu thu va khuyen mai e kch thch ho mua hang nhieu hn.

Quan im ban hangKhach hang chi mua san phm khi cng ty n lc ban hang va khuyn mai manh me.

Quan iem ban hang

Ban co biet nhng khach hang hin tai cua mnh t au en khong?Ban co biet tai sao nhng khach hang o chon mua san pham/dch vu cua ban khong?Ban co biet tai sao nhng khach hang khac lai chon mua dch vu cua oi thu canh tranh cua ban khong?Ban co phan ng lai vi nhng thay oi cua th trng hay khong?Trong doanh nghiep cua ban moi ngi co ngh khach hang la thng e khong?CoKhngTrac nghiem quan iem marketing

QUAN IEM MARKETING (trong tiep th) Cha khoa e at c muc tieu cua to chc la xac nh c nhng nhu cau va mong muon cua cac th trng muc tieu va thoa man nhng mong muon o bang nhng phng thc hu hieu va hieu qua hn cac oi thu canh tranh

Quan im MarketingTp trung vao nhu cu cua khach hang muc tiu va cung ng nhng gia tri tt hn cac i thu canh tranh. So sanh quan im ban hang va quan im marketingQuan iem marketing

QUAN IEM TIEP TH XA HOI Nhiem vu cua to chc la xac nh nhng nhu cau, mong muon va li ch cua khach hang tren th trng muc tieu va am bao thoa man nhng mong muon o mot cach hu hieu va hieu qua hn cac TCT ong thi phai bao toan hay nang cao phuc li cho khach hang va xa hoi

Quan im marketing xa hiThoa man nhu cu va c mun cua khach hang ng thi am bao phuc li cua xa hi.Quan iem marketing xa hoi

CHC NANG CUA MARKETINGLam cho san pham phu hp vi nhu cau cua th trngTao the chu ong cho doanh nghiep trong san xuat kinh doanhHoan thien va oi mi he thong phan phoiTang cng hieu qua kinh te

Vai tro cua Marketing trong doanh nghiep

VAI TRO CUA MARKETINGHng dan, ch ao va phoi hp cac hoat ong SXKD cua doanh nghiep.Kch thch doanh nghiep nghien cu cai tien san pham.Co anh hng to ln en doanh thu, chi ph , li nhuan va hieu qua kinh doanh.Xay dng c s khoa hoc va can c thc te cho viec e ra cac quyet nh SXKD.

Vai tro cua Marketing trong doanh nghiep

TIEN TRNH MARK

(MARKETING-MIX )la mot hon hp cac bien so cua mark ma mot doanh nghiep hay cong ty phoi hp lai nham at c nhng muc tieu mark mong muon th trng muc tieu.

la s phoi hp cac cong cu cua marketing sao cho phu hp vi hoan canh kinh doanh thc te cua th trng muc tieu nham em lai li nhuan d kien.

MARKETING MIX

MARK - MIX STRATEGYDistribution channelsTarget customers

Sales Promotion

Advertising

Sales Force

Public Relations

Direct mail,Telemarketing and Internet

Tai liu di dang vn ban c s dung nh la cm nang hng dn cac hoat ng cua nha quan tri marketing. Thanh phn cua ban k hoach marketingBan ke hoach Marketing

CAC YEU TO QUYET NH HIEU QUA CUA CHIEN LC MARK-MIXCL marketing-mix phai hng vao viec giai quyet nhu cau cua khach hang.Phai tao ra c li the canh tranh.Cac thanh phan cua chien lc phai co s ket hp, phoi hp vi nhau.CL marketing phai phu hp vi cac nguon lc cua doanh nghiep.

OLD ECONOMY va NEW ECONOMY

To chc Sx theo sp

Tap trung vao li nhuan

Muc tieu tai chnh la so 1Phuc vu co ongMark thc hien mark Quang cao e xay dng thng hieuTap trung vao viec ban Khong anh gia s thoa man cua khach hangHa nhieu,lam tTo chc Sx theo khach hangChu trong thoa man nhu cau cua khach hang Chu y muc tieu markQuan tam en ngi lao ong Moi ngi eu lam markLay ket qua hoat ong e xay dng thng hieuTap trung thoa man khach hanganh gia s hai long cua khach hangHa t , lam nhieu

American Marketing Associations definition of marketing, first published in Marketing News, 1 March, 1985. This definition describes marketing in term of a process to create exchanges. Infact, the term marketing is derived from the marketplaces where exchanges between buyers and sellers typically took place. An exchange occurs whenever one party gives something of value to another party in order to receive something of value in return. The valuable items exchanged usually take the form of money and either goods or services.Of course, no exchange takes place unless a buyer places value on the product that the seller is offering. For this reason, marketing activities begin long before a product is offered for sale. One of marketings most difficult challenges is determining what products people will value in the future.Market reserachers study peoples wanta and needs to determine how those wants and needs can be met by various products and services. Marketers then work closely with other company employees to develop, price and distribute products in such a way that most of the needs of the marketplace and the companys objectives are met through the exchange.Questions:What idea is being promoted in this old ad, and to whom? What objectives does it fulfill and for what organization? What pricing is involved? Defining a needA need is a state of felt deprivation (Kotler)We need the basic things to survive or to feel safe and interact in society (Social)We may need clothes to keep warmchoice of product is no longer classified as a need (Physical)We need shelter for warmth and securitythe type of shelter is a choice (Physical)We may need an education or a quality pen to write withconsider a Bic vs Mont Blanc again choice of quality and level of knowledge (Individual)Defining a wantA want is the form taken by human needs, when they are shaped by culture & individual personality (Kotler)We want a choice of products and services according to our taste, preference or social standingWe want clothes made of silk or spun-woolWe want a home in the elite part of town with a large garageWe want the best pen affordable to promote status (usually shaped by culture and individual personalities)CoWhile Bagozzi defined Marketing very broadly, Arndt has a much narrower view of what we do as marketers. Arndt says that marketers must concentrate on doing what we do best, which is matching supply and demand. He claims that the role of the marketer is to move the consumer from need to want to demand. As a consumer, you start in a position of need, very basic, not very specific, influenced mainly by personality and cultural factors, looking at product group only such as something to keep your teeth clean, maybebaking soda Arndt sees the marketer moving you up into a stage of more specific wants, influenced by what you can afford and what society expects, where you begin to think about a product class - you wanttoothpaste; any brand will do, what's on sale this week? And finally Arndt's marketer moves you up to the state of demand, influenced by competition, where you walk into the drugstore and purchasea specific tube of a specific brand of toothpaste People satisfy their needs and wants with products. A product is any offering that can satisfy a need or want, such as one of the 10 basic offerings of goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.Goods. Physical goods constitute the bulk of most countries production and marketing effort. The United States produces and markets billions of physical goods, from eggs to steel to hair dryers. In developing nations, goods particularly food, commodities, clothing, and housingare the mainstay of the economy.Services. As economies advance, a growing proportion of their activities are focused on the production of services. The U.S. economy today consists of a 7030 services-to-goods mix. Services include airlines, hotels, and maintenance and repair people, as well as professionals such as accountants, lawyers, engineers, and doctors. Many market offerings consist of a variable mix of goods and services.Experiences. By orchestrating several services and goods, one can create, stage, and market experiences. Walt Disney Worlds Magic Kingdom is an experience; so is the Hard Rock Cafe.Events. Marketers promote time-based events, such as the Olympics, trade shows, sports events, and artistic performances.Persons. Celebrity marketing has become a major business. Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and other professionals draw help from celebrity marketers.Traditionally, a market was a physical place where buyers and sellers gathered to exchange goods. Now marketers view the sellers as the industry and the buyers as the market. The sellers send goods and services and communications (ads, direct mail, e-mail messages) to the market; in return they receive money and information (attitudes, sales data). A marketer can rarely satisfy everyone in a market. Not everyone likes the same soft drink, automobile, college, and movie. Therefore, marketers start with market segmentation. They identify and profile distinct groups of buyers who might prefer or require varying products and marketing mixes. Market segments can be identified by examining demographic, psychographic, and behavioral differences among buyers. The firm then decides which segments present the greatest opportunitythose whose needs the firm can meet in a superior fashion. This segment is called target marketTarget market: Group of consumers toward whom the firm decides to direct its goods, services or ideas with a strategy designed to satisfy their specific needs and preferencesSatisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations.Summary OverviewThis model summarizes the important ideas presented to this point. Key IssuesIn a firm that has adopted the marketing concept, everyone focuses on customer satisfaction. The organization offers superior customer value. Value, in turn, helps attract customers and keeps them satisfied after they buy. This satisfaction then leads to repeat purchase. As the firm maintains this profitable relationship, the profit gives the firm the incentive and the resources to offer superior customer value.Discussion Question: If a firms customers are already satisfied with the firms offerings, why does the firm need to look for new and better ways to provide customer value?Adopting the marketing concept is a win-win situation for marketers and consumers!Exchange, the core of marketing, involves obtaining a desired product from someone by offering something in return. For exchange potential to exist, five conditions must be satisfied:1. There are at least two parties.2. Each party has something that might be of value to the other party.3. Each party is capable of communication and delivery.4. Each party is free to accept or reject the exchange offer.5. Each party believes it is appropriate or desirable to deal with the other party. According to the production orientation, the focus of marketing efforts should be on improving production and distribution efficiency. This works well when there is a great deal of unmet demand for a product or when the cost of the product is so high that it needs to be manufactured cheaper in order to get consumers to adopt it. This philosophy is clearly seen in an anecdote about Henry Ford. When someone asked him why his popular Model T automobile was not available in the variety of colors, he is supposed to have quipped "Customers can have it in any color they want, as long as it is black!"The production concept was rampant in American industry during the Industrial Revolution. Companies prided themselves on manufacturing more products better and cheaper than their competitors. However, a focus simply on production and distribution efficiency ignores an important factor -- the needs of the customers. Inventors and entrepreneurs often fall victim to the production concept and fail to think about the needs of the customers. Developing an innovative product cheaper than the competition is no good unless it satisfies the needs of the customers. There are many examples of companies developing extraordinarily efficient and powerful software packages that have failed because of a lack of user-friendly features.Sumary: Assumes consumers want products that are available and highly affordable. Implies management should focus on improving production and distribution efficiency. Useful when: demand exceeds supply and product cost is too highThe product orientation, which holds that consumers favor those products that offer the most quality, performance, or innovative features. Managers in these organizations focus on making superior products and improving them over time, assuming that buyers can appraise quality and performance.Product-oriented companies often design their products with little or no customer input, trusting that their engineers can design exceptional products. A General Motors executive said years ago: How can the public know what kind of car they want until they see what is available? GM today asks customers what they value in a car and includes marketing people in the very beginning stages of design.However, the product concept can lead to marketing myopia.16 Railroad management thought that travelers wanted trains rather than transportation and overlooked the growing competition from airlines, buses, trucks, and automobiles. Colleges, department stores, and the post office all assume that they are offering the public the right product and wonder why their sales slip. These organizations too often are looking into a mirror when they should be looking out of the window. Summary: Assumes consumers want product that offer the most quality, performance, and features. Implies the firm should make continuous product improvements. Places the focus on the product, not the customer.The Selling Orientation is used when companies find themselves with an overabundance of products that they have to sell in order to deplete their inventories. Followers of the selling orientation believe that consumers will not buy their products unless they undertake a large-scale selling and promotion effort. Their aim is to sell what they make rather than make what will sell in the market. This orientation is typically practiced with unsought products, those that consumers don't ordinarily think of buying such as funeral insurance. The danger, however, is that the focus on "making the sale" overshadows the focus on building long-term relationships with customers. Once a customer buys the product, this philosophy assumes that he or she will be satisfied with the product or will simply forget about any disappointment or dissatisfaction with having bought an unsatisfactory product. Summary: Assumes consumers will not buy enough product unless there is a strong sales and promotional effort. Useful for: unsought goods and nonprofit areasExercise:What's something that you'd just rather not think about, but you know you have to buy it? The selling concept takes an inside-out erspective. It starts with the factory, focuses on existing products, and calls for heavy selling and promoting to produce profitable sales. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates activities that affect customers, and produces profits by satisfying customers. Theodore Levitt of Harvard drew a perceptive contrast between the selling and marketing concepts: Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the sellers need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it.A company with a societal marketing orientation still focuses on learning about and responding to consumer needs, but in meeting those needs also considers the social consequences of its activities. Thus, a company that follows the societal marketing orientation will seeks to achieve its overall corporate objectives by satisfying customer needs and does this using an integrated, company-wide effort. However, the company tries to reconcile its objectives and its marketing activities with the overall needs of society.There is some disagreement among marketers, economists, and busines leaders today as to whether this orientation is appropriate for businesses. Some theorists contend that a corporations major responsibility is to its owners or stockholders and that societal marketing considerations should be secondary to profit objectives, such as maximizing owners wealth and return on investment. For example, should tobacco companies stop manufacturing cigarettes for the good of society? Should companies stop marketing soft drinks and sugar-coated cereals, knowing that these products dekiver little nutritional benefit, can harm peoples teeth, and some cases may be bad for peoles health? Should some insurance products not be marketed because they do not provide as good a value for the premium paid as do other insurance produstcs? Should companies attempting to reduce costs avoid downsizing in order to prevent the hardship to individuals and communities that mass unemployment can create?Summary OverviewA marketing plan is a written statement that fills out the marketing strategy by specifying the time-related details for carrying out the strategy. Key IssuesMarketing plans should make clear the following: What marketing mix will be offered, to whom, and for how long.What company resources will be needed at what rate.What results are expected (this should also specify some means of control).Implementation--putting the marketing plan into action. Operational decisions -- short-run decisions to help implement strategies.Control--analyzing and correcting the actions taken in implementation. Control is not a punishment for making mistakes. All marketing plans need planning and control. A firm that serves several target markets may have more than one marketing plan operating at one time.Marketing program--blends all of the firms marketing plans into one big plan.