TIẾNG ANH KINH TẾ marketing 17042009

MARKETING Marketing Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large Marketing Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling Marketing Marketing is influenced by many of the social sciences, particularly psychology, sociology, and economics Marketing is a complete process within the business which includes: -Finding out what the customer wants – this is called market research and involves finding out what types of products are wanted (product policy) and what prices consumers are prepared to pay -Helping to produce the right product at the right price -Persuading customers to buy it – by means of advertising and packaging -Getting the product to the customer in the most convenient and efficient way – distribution Market research Marketing Marketing Mix contained elements: product, price, place, and promotion Marketing Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants -It involves decisions about the product’s quality, its style and design, the branding policy (what to call it and how to ensure that customers recognise the ‘brand name’), how to package it, and what guarantees to offer Marketing Price: This refers to the process of setting a price for a product, including discounts Marketing Place: This refers to the channel by which a product or service is sold 10 Marketing-price  Cost recovery pricing: setting the price to cover costs 24 Costs  Direct costs are costs to make the product including such things as raw materials, pay and energy (these can also be called Variable Costs) The direct costs increase as the amount produced increases and decrease as the amount decreases  Indirect costs (or fixed costs or overheads) are costs to provide the firm in which the product is to be made or, simply, for the firm to remain in existence Indirect costs consist of rent for offices and factories, management salaries, and administrative costs They are usually the same however many units of the product are made Marketing-price  Penetration pricing is the pricing technique of setting a relatively low initial entry price, often lower than the eventual market price, to attract new customers The strategy works on the expectation that customers will switch to the new brand because of the lower price 26 Marketing-price  Price skimming is a pricing strategy in which a marketer sets a relatively high price for a product or service at first, then lowers the price over time 27 Marketing-place Distribution channel: Path or 'pipeline' through which goods and services flow in one direction (from vendor to the consumer) A distribution channel can be as short as being direct from the vendor to the consumer or may include several inter-connected intermediaries such as wholesalers, distributors, agents, retailers Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer Also called channel of distribution or marketing channel 28 Marketing-place  Direct Sales: a retail channel for the distribution of goods and services 29 Marketing-place  Indirect sales through partners, is a strategic possibility for growth and incremental sales for vendors Though invaluable, no direct sales force, can hope to achieve the same coverage and breadth of expertise as an effective channel partner network For sustainable growth, vendors and distributors are looking beyond their internal resources to extend their sales opportunities with the right partners 30 Marketing-promotion Promotion involves disseminating information about a product, product line, brand, or company Promotion is generally sub-divided into two parts: Above the line promotion: Promotion in the media (e.g TV, radio, newspapers, Internet and Mobile Phones in which the advertiser pays an advertising agency to place the ad Below the line promotion: Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place E.g sponsorship, product placement endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows 31 Marketing-promotion Promotional mix:  Advertising- Any paid presentation and promotion of ideas, goods, or services by an identified sponsor Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails  32 Marketing-promotion Promotional mix:  Personal Selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing Can be face-to-face or via telephone  33 Marketing-promotion Promotional mix:  Promotions- Incentives designed to stimulate the purchase or sale of a product, usually in the short term Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions  34 Marketing-promotion Promotional mix:  Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars  35 Marketing AIDA USP DAGMAR Symbolic pricing Benefit claim Pioneering advertising Competitive advertising Retention advertising 36 Marketing MIS 10.Contest 11 Refund 12 Premium 13 Price-off 14 Coupon 37 THANK YOU 38 ... partners, and society at large Marketing Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling Marketing Marketing is influenced by many... way – distribution Market research Marketing Marketing Mix contained elements: product, price, place, and promotion Marketing Product: The product aspects of marketing deal with the specifications.. .Marketing Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes