MARKETING FULL COLLEGE OF BUSINESS ADMINISTRATION CHUNGANG UNIVERSITY PROF HYUNSUK SUH Giáo trình Marketing toàn tập MBA program COLLEGE OF BUSINESS ADMINISTRATION CHUNGANG UNIVERSITY MARKETING FULL COLLEGE OF BUSINESS ADMINISTRATION CHUNGANG UNIVERSITY PROF HYUNSUK SUH Giáo trình Marketing toàn tập MBA program COLLEGE OF BUSINESS ADMINISTRATION CHUNGANG UNIVERSITY
MARKETING Marketing - Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others COLLEGE OF BUSINESS ADMINISTRATION CHUNG-ANG UNIVERSITY PROF HYUNSUK SUH 1. MARKETING: Managing Profitable Customer Relationship Marketing - Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others COLLEGE OF BUSINESS ADMINISTRATION CHUNG-ANG UNIVERSITY PROF HYUNSUK SUH 2 The objectives of the current chapter are described. Objectives Be able to define marketing and discuss its core concepts Understand the marketing process Be able to understand five(5) marketing management orientations Understand the strategies for building lasting customer relationships 0. Objectives 3 1. Marketing Definition What is your definition of “MARKETING”? Is it for selling the product? ? ? Are you talking about advertising? Commercial transactions? Or customer satisfaction? Trade may be? Example 4 To explain marketing, let‟s take a look at the following example. Marketing, What‟s It All About? All Those Bicycles! Look at the Different Bicycles People Ride! Things a Firm should do in Producing a Bike Analyze Needs Predict Wants Estimate How Many Estimate Price Decide Promotion Provide Service 1. Marketing Definition Example 5 The definitions of the marketing are listed below. What is Marketing? Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. American Marketing Association, 1986 마케팅이란 기업이 최종고객들(소비자들)에게 가능한 한 최대한의 경쟁적 비교우위를 갖 는 가치를 제공해 주기 위해 내부적 고객들(임직원) 및 외부적 고객들(유통업체 등)에게 가 치 있는 기업으로 인식되도록 운영하는 활동. Korean Scholars, 1993 1. Marketing Definition 6 The definitions of the marketing continues. What is Marketing? Managing markets to bring about exchanges and relationships for the purpose of creating value and satisfying needs and wants Social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Delivering customer satisfaction at a profit Kotler & Armstrong, 2000 1. Marketing Definition 7 The definitions of the marketing continues. Kotler‟s Social Definition of Marketing Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Marketing is managing profitable customer relationship It is attracting new customers and retaining and growing current customers Kotler & Armstrong, 2008, 2010 Marketing is a process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return Kotler & Armstrong, 2011 1. Marketing Definition 8 The unspecified one to one relationship of marketing in the prehistoric days, passed through series of evolutions, ending up showing the same fashion today. 1. Marketing Definition 기업에서 제일 중요한 자산은 ‘고객’ 고객을 중요도와 충성도에 따라 분류 필요 고객의 공통적인 특징 발견 고객의 과거행동은 미래의 행동을 예측하는 근거 상품판매를 위해서는 고객의 욕구와 매체를 파악 정보통신의 발달 Internet, PC통신,CATV등 원시마케팅 •Unspecified 1:1 •Word of mouth promotion • Mass media • To many and unspecified individuals 타겟마케팅 • Segment marketing 매스마케팅 DB마케팅 •Individualized •One to one •Relationship 효율적인 단순업무 처리 업무 자동화, 생산효율 증대 의사결정 지원 BC 1930 1975 1990 2000 Evolution of Marketing 9 Needs Wants Demands Products Services Value Satisfaction Quality Market Exchange Relationship The marketing process is illustrated in following diagram. 1. Marketing Definition Marketing Process [...]... and promoting Profits through sales volume THE MARKETING CONCEPT Market Customer needs Integrated marketing 12 Profits through How customer so? satisfaction 2 Marketing Management Concept The more advanced form of societal marketing takes into consideration of all three(3) important factors together: The welfare, profits, and satisfaction The Societal Marketing Concept 1 공해나 환경오염, 자연환경훼손, 자원낭비, 생태계의... innovative features Product Concept Production Concept Societal Marketing Available and highly affordable 11 2 Marketing Management Concept The difference between the selling concept and the marketing concept is the process orientation: one is started from a „factory‟ while the other started from the „customer‟ The Selling Concept vs Marketing Concept Starting point Focus Means Ends THE SELLING CONCEPT... Welfare) 예) 기아자동차 로고 Consumers (want satisfaction) Societal Marketing Concepts 13 Company (Profits) 2 Marketing Management Concept Today, the standards of marketing practice have shifted from an emphasis on producers‟ interests to consumers‟ interests and a consideration of the social and environmental consequences of potential actions Ethics Many marketing issues are not specifically addressed by existing... capabilities with its marketing opportunities 2 MARKETING STRATEGIC PLANNING COLLEGE OF BUSINESS ADMINISTRATION CHUNG-ANG UNIVERSITY PROF HYUNSUK SUH 0 Objectives The objectives of the current chapter are described Objectives Understand company-wide strategic planning and its process Learn how to design business portfolios and develop strategies for company growth and downsizing Describe the marketing process... guidebook of marketing activities for the marketing manager 5 1 Strategic Planning The planning activities occur at the business unit, product, and market levels in the following process The Strategic Planning Process Business unit, product, and market level Corporate level 4 1 2 Defining the company mission Setting company objectives and goals 3 Designing the business portfolio 6 Planning marketing. .. market? Q2 When Allergan sold Botox as a specialty drug for ocular problems, what marketing management orientation was it employing? When it sells Botox as a cosmetic treatment, is it employing the same or different orientation? Q3 When doctors treat patients with Botox in their office, is that an example of selling concept or marketing concept? Which concept applies when they hold parties for patients... What does this ad trying to do? F C 10 2 Marketing Management Concept The five(5) important marketing management concepts are described below Deliver customer a superior value that improve customer‟s and society‟s well-being Creating long-term customer relationships based on the customer value and satisfaction Marketing Concept Selling Concept Sell what they make rather than make what the market wants... that for? How can strategic planning benefit a company? Why do companies need strategic planning? What are the stages of the strategic planning process? 3 1 Strategic Planning What is Marketing Strategic Planning”? Marketing Strategic Planning A managerial decision process that matches an organization’s resources and capabilities to its market opportunities for long term growth and survival Solomon,... maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies Kotler and Armstrong, 2010 4 1 Strategic Planning Marketing Strategic Planning starts with self queries of the following Strategic Maketing...The marketing process is illustrated in following diagram Value and Satisfaction Perceived Value The customers‟ evaluation of the difference between benefits and costs Customers often do not judge values and costs accurately or objectively Customer Satisfaction Product‟s perceived performance relative to customers‟ expectations What does this ad trying to do? F C 10 2 Marketing Management