Marketing coban

Introduction to Marketing MARKETING THỦY TH Y SẢN S N Chương 1: Giới Gi i thiệu thi u marketing Nội dung chương Hiể Hiểu khái niệ niệm tiế tiếp thị thị Tìm hiể hiểu nội dung hỗn hợp marketing (Marketing mix) qui trì trình marketing Thả Thảo luậ luận vai trò marketing kinh doanh TS Nguyễn Minh Đức Prepared by NMDuc 2009 Costs About 50% of total product costs are marketing costs Tại phải học marketing? Prepared by NMDuc 2009 Careers About 25 to 33% of the work force hold marketing positions Why Study Marketing ? Contributions to Individual Organizations Critical to the success of a firm Prepared by NMDuc 2009 Contributions to Society Marketing decisions affect the lives of individual consumers and society as a whole Tại phải học Marketing? What Marketers Think About? l Marketing đóng vai trò quan trọng xã hội Ex: Open a Book shop On Campus l Sống doanh nghiệp C Is there a need? l Tạo nhiều hội việc làm C Who is my target market? l Ảnh hưởng đến sống ngày C What is my product? C How can I produce and deliver a “product” better than my competitors? C How will I promote my product? C How can I insure customer loyalty? Prepared by NMDuc 2009 Marketing is getting the right products to the right people at the right price and at the right place and time with the right promotion Prepared by NMDuc 2009 Prepared by NMDuc 2009 Marketing gì? Có nhiều định nghĩa marketing, đó, Philip Kotler, cha đẻ marketing đại định nghĩa: l l “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” others” Marketing q q trì trình quản lý mang tính xã hội Với q q trì trình đó, cá nhân tổ chức đạt đượ nhữ họ cần họ muố muốn thông qua việ việc tạo trao đổi sản phẩ phẩm giá giá trị trị với nhau Prepared by NMDuc 2009 Marketing gì? l l Marketing trình định liên tục, động mang tính chiến lược Q trình hoạch định chiến lược doanh nghiệp tận dụng sức mạnh nguồn lực để nắm bắt hội tiềm tồn môi trường kinh doanh Marketing triết lý kinh doanh Bốn triết lý kinh doanh (Business philisophies): Định hướng sản phẩm (Product Orientation) l Định hướng bán hàng (Sales Orientation) l Prepared by NMDuc 2009 Marketing triết lý kinh doanh Định hướng thị trường (Market Orientation) Customer focus Coordinated marketing effort Long-term success Định hướng marketing quan hệ Focus on making products widely available, affordable, and require little selling effort Promotes the business philosophy of “selling what we make” Prepared by NMDuc 2009 Hệ thống tiếp thị đơn giản (Relationship Marketing Orientation) Create and sustain mutually satisfying long-term relationships with not only its customers but with other key players such as employees, suppliers, distributors, retailers, community, and society as a whole l Prepared by NMDuc 2009 Prepared by NMDuc 2009 Marketing trình trao đổi l l l l l l l l Buying Selling Transporting Storing Financing Risk taking Standardization and grading Information acquisition and provision Marketing Mix l Product l Place (Distribution) l Promotion l Price Prepared by NMDuc 2009 Marketing Mix l Prepared by NMDuc 2009 Marketing Mix Product: Refers to goods, services, people, places and ideas Household consumers Business-to-business customers Prepared by NMDuc 2009 Place (Distribution) l l Marketing channel is the network of organizations that create time, place and ownership utilities for household consumers and business customers Prepared by NMDuc 2009 Marketing Mix Marketing Mix Promotion l v l Integrated Marketing Communication (IMC): System of management and integration l of marketing communication elements l Advertising l PR l sales promotion l personal selling l sponsorship marketing l point-of-purchase communications l l l l l l Prepared by NMDuc 2009 Qui trình marketing l l l l l l l Nghiên cứu phân tích thị trường Chọn thị trường mục tiêu Xây dựng định vị thương hiệu Định giá Quảng bá Phân phối Dịch vụ hậu Prepared by NMDuc 2009 Price - Pricing decisions are complex and are driven by a variety of considerations including: Customer demand costs information availability competition profit motives product considerations legal considerations Prepared by NMDuc 2009 Tác động Marketing xã hội l l Khái niệm marketing xã hội (Societal marketing concept) Marketing trình thỏa mãn nhu cầu mong muốn khách hàng theo cách mà khách hàng xã hội đạt nhiều lợi ích Prepared by NMDuc 2009 Tác động Marketing xã hội l l l l l l l Việc làm Sự lựa chọn cho khách hàng Lợi ích người tiêu dùng Sản phẩm tốt Nguồn lợi tự nhiên có hạn Những hậu xã hội khơng lường trước Kích thích kinh tế tồn cầu Vai trò Marketing doanh nghiệp l l l Trong doanh nghiệp, GĐ Marketing có vai trò ngang với GĐ Điều hành, GĐ Tài Trong nhiều doanh nghiệp, nhân phòng marketing lãnh đạo tương lai Một số công ty thường lãnh đạo chuyên gia tài (Ví dụ: Ngân hàng, quỹ đầu tư, cơng ty chứng khốn) hay nhà khoa học kỹ thuật (ví dụ: NASA, cơng ty phần mềm vi tính) l Prepared by NMDuc 2009 Câu hỏi thả thảo luậ luận: Vai trò Marketing có quan trọ trọng công ty vậy? Prepared by NMDuc 2009 Vai trò Marketing doanh nghiệp l “More than half the polled executives at 250 corporations ranked Marketing as the most important element of strategy’” strategy’”-Yankelovitch, Yankelovitch, Skelly and White Survey, 1995 l “The fastest way up the corporate ladder is through the Marketing Department” Department” - Economist Survey, 1997 Prepared by NMDuc 2009 Prepared by NMDuc 2009 Sự phát triển triết lý kinh doanh vai trò marketing Product Marketing Selling Production Q trình phát triển marketing 1) Catering Catering to to the the customer customer 1) Societal Mktg 2) Anticipating Anticipating the the customer customer 2) As As business business philosophy philosophy has has evolved, evolved, so so has has the the role role of of marketing… marketing marketing… …customer customer satisfaction satisfaction is is now now at at the the core core marketing… of of most most successful successful corporations corporations 3) Leading Leading the the customer customer 3) Prepared by NMDuc 2009 Competitive Strategies Competitive Positions Expanding the Total Demand Market Leader l Market Challenger l Market Follower l Market Nicher l Finding new users Discovering & promoting new product uses Encouraging greater product usage Protecting market share Many considerations Continuous innovation Expanding market share Profitability rises with market share Prepared by NMDuc 2009 Prepared by NMDuc 2009 Competitive Strategies Competitive Positions Option 1: Challenge the market Market Leader l Market Challenger l Market Follower l Market Nicher l leader High-risk but high gain Sustainable competitive advantage over the leader is key to success Option 2: Challenge firms of the same size, smaller size or challenge regional or local firms Full frontal vs indirect attacks Prepared by NMDuc 2009 Competitive Strategies Competitive Positions Serving market niches means Market Leader l Market Challenger l Market Follower l Market Nicher l targeting sub-segments Good strategy for small firms with limited resources Offers high margins Specialization is key By market, customer, product, or marketing mix lines Prepared by NMDuc 2009 THẢO LUẬN Các tiến KHKT cho phép kết nối ngày sâu sắc với khách hàng, bạn hàng giới Internet tác động đến vai trò tiếp thị sống? l Marketing có vai trò chiến lược cạnh tranh doanh nghiệp? l Prepared by NMDuc 2009 Remember: Balance Customer and Competitor Orientations Both are important factors for the success of the business Prepared by NMDuc 2009 p o t s s re ’ t Le it he Prepared by NMDuc 2009 ... considerations legal considerations Prepared by NMDuc 2009 Tác động Marketing xã hội l l Khái niệm marketing xã hội (Societal marketing concept) Marketing trình thỏa mãn nhu cầu mong muốn khách hàng theo... so so has has the the role role of of marketing marketing marketing… …customer customer satisfaction satisfaction is is now now at at the the core core marketing of of most most successful... Integrated Marketing Communication (IMC): System of management and integration l of marketing communication elements l Advertising l PR l sales promotion l personal selling l sponsorship marketing