Bài giảng môn MARKETING PRINCIPLE LECTURE NOTES: Chapter 1 MARKETING INTRODUCTION

Publishing as Prentice Hall assignment 1 Chapter 1: Overview of Marketing - Class Discussion 2 Chapter 1: Company and marketing strategy - Class Discussion 3 Chapter 2: Marketing env

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Chapter 1- slide 1

Publishing as Prentice Hall

SUBJECT INTRODUCTION

Subject Regulation

• Subject Duration : 3 credits = 10 lessons

Presentations/group project/group discussion

30%

Mid-term Exam (opened book, essay/multiple choice)

10%

Final Exam (opened book, essay/multiple choice)

50%

assignment

1 Chapter 1:

Overview of Marketing

- Class Discussion

2 Chapter 1:

Company and marketing strategy

- Class Discussion

3 Chapter 2:

Marketing environment

- Class Discussion

4

Chapter 4: Consumer markets and business

markets

Consumer Behavior in these markets

- Class Discussion

5

Chapter 5:

Marketing Information System (MIS)

Segmentation, Targeting market and Positioning

- Class Discussion

- Case study

SUBJECT CONTENT

assignment

6

Chapter 7:

Product, service and brand: building customer value

MIDTERM TEST

- Class Discussion

7

Chapter 8:

Pricing strategy: understanding and capturing customer value

- Class Discussion

8 Chapter 9:

Marketing Channels: Delivering customer value

- Class Discussion

9

Chapter 10:

Integrated Marketing Communication: Communicating customer value

- Class Discussion

10 Group presentation

Presentation Submit report

SUBJECT CONTENT

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Group Presentation

• Each group has from 6-8 members TOTAL 6 GROUPS, 3 PAIRS

• Your group is a project team of communication company

• Your group will prepare a IMC (integrated marketing

communication) project for a specific company (CLIENT):

1 Pull&Bear Vietnam

2 Skechers Vietnam

3 The Pizza Company

4 Amasvin Buble Tea

5 Vinamilk Cheese

• Topic: “the client company is facing the difficulties to penetrate

new market (Việt Nam) or is competing ineffective to the main

competitors The agency must solve the problem The target are:

– Raise brand awareness by at least 15-20%

– Attract new customer by at least 15%

– Increase the sales by 7-10% in the end of business year.

Group Presentation

• Your group will persuade the client to accept your plan in the pitching meeting

• The PITCHING meeting will take place on 11stclass, 30 min/group,

15 min for Q&A

• Lecturer would be on the CLIENT team with a team in pair, then group will take turn

• The meeting will take place on 14, 15thlesson, 30 min/group

• The groups have to hand in both hard-copy and soft copy of their power point slides to the client on the pitching day.

• Everyone in the group has to present Those who do not present with the group at the presentation date will receive only 50% of the mark given to the group

Presentation outline

1 Introduce YOUR company (agency, you can choose any

agency in the market)

2 Analyze client’s marketing situations

3 Analyze strength and weakness of client, opportunities and

threats

4 Analyze SWOT

5 Setting marketing goals

6 Propose STP

7 Propose IMC PLAN:

1 BIG IDEA: creative idea for each campaigns (1 campaign for 3-4

months), the idea must attract and persuade target customer

(audience)

2 COMMUNICATION CHANNELS

3 ACTION PLAN: timeline, used communication channels, frequency

Chapter One

MARKETING INTRODUCTION

Creating and Capturing Customer Value

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Creating and Capturing Customer

Value

• Define marketing and outline the steps in the

marketing process

• Understanding the Marketplace and Customer

Needs

• Designing a Customer-Driven Marketing Strategy

• Preparing an Integrated Marketing Plan and

Program

• Building Customer Relationships

• Capturing Value from Customers

• The Changing Marketing Landscape

Topic Outline

What Is Marketing?

and build strong customer relationships to capture value from customers in return

Understanding the Marketplace

and Customer Needs

• Customer needs, wants, and demands

• Market offerings

• Customer Value and satisfaction

• Exchanges and relationships

• Markets

Core Concepts

Understanding the Marketplace and Customer Needs

• States of deprivation (thiếu thốn)

• Physical—food, clothing, warmth, safety

• Social—belonging and affection

• Individual—knowledge and self-expression

Needs

• Form that human needs take as they are shaped by culture and individual personality

Wants

• Human wants backed by buying power

Demands

Customer Needs, Wants, and Demands

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• Market offerings are some combination

of products, services, information, or

experiences offered to a market to

satisfy a need or want

• Marketing myopia is focusing only on

underlying consumer needs

Customer Value and Satisfaction

Expectations

Customers

• Value and

satisfaction

Marketers

• Set the right level of

expectations

• Not too high or low

offering something in return

potential buyers of a product or service

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Designing a Customer-Driven

Marketing Strategy

Marketing management is the art and

science of choosing target markets and

building profitable relationships with

them

– What customers will we serve?

– How can we best serve these customers?

Designing a Customer-Driven Marketing Strategy

Market segmentation refers to dividing

the markets into segments of customers

Target marketing refers to which

segments to go after

Selecting Customers to Serve

benefits or values a company promises

to deliver to customers to satisfy their

needs

Choosing a Value Proposition

Production concept

Product concept

Selling concept

Marketing concept

Societal concept

Marketing Management Orientations

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Production concept is the idea that

consumers will favor products that are

available or highly affordable

Product concept is the idea that

consumers will favor products that offer the most quality, performance, and features Organizations should therefore devote its energy to making continuous product improvements.

Selling concept is the idea that

consumers will not buy enough of the

firm’s products unless it undertakes a

large scale selling and promotion effort

Marketing concept is the idea that

achieving organizational goals depends

on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do

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Societal marketing concept is the idea

that a company should make good

marketing decisions by considering

consumers’ wants, the company’s

requirements, consumers’ long-term

interests, and society’s long-run

interests

• The marketing mix is the set of tools (four

marketing strategy It includes product, price, promotion, and place.

program is a comprehensive plan that

communicates and delivers the intended value to chosen customers.

Preparing an Integrated Marketing

Plan and Program

Building Customer Relationships

• The overall process of building and

maintaining profitable customer

relationships by delivering superior

customer value and satisfaction

Customer Relationship Management

(CRM)

Capturing Value from Customers

• Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage

Creating Customer Loyalty and

Retention

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The New Marketing Landscape

globalization

Ethics and

social responsibility

Not-for-profit marketing

Major Developments

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