Lecture Marketing management - Chapter 7 presentation of content: Traditional 4Ps extended to cope with today''s changing environment, the marketing mix, các phương pháp định giá, people, process, physical environment,... And other contents.
so many products fail Traditional 4Ps extended to cope with today's changing environment The Marketing Mix • The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives The Marketing Mix (7P): componant Marketing mix (7Ps) 1.Product Product • The firm must come up with a product or service that people will want to buy • It must fulfil some need or want • It must be (or at least seem) unique Product • Methods used to improve/differentiate the product and increase sales or target sales more effectively to gain a competitive advantage e.g – Extension strategies – Specialised versions – New editions – Improvements – real or otherwise! – Changed packaging – Technology, etc Image copyright: www.freeimages.co.uk DV massage, giặt ủi miễn phí Trang trí đẹp Ăn Đầy sáng đủ tiện Phòng ốc miễn nghi lòch phí 1.DV cốt lõi 2.DV mong đợi Có phục vụ thức ăn Cho thuê nơi lưu trú 3.DV tăng thêm Đa Phương dạng DV tiện Phục vụ nhanh chóng Nhân viên tận tình, lòch v.v… 4.DV tiềm levels of hotel service Đưa đón khách đến tận sân bay K/H không mua lợi ích DV mang lại mà họ muốn mua mức độ hoàn chỉnh cao & mức độ cấp 2,3, mang lại =>Mức độ hoàn chỉnh cao làm tăng khả cạnh tranh TTr Airport services DV đưa đón DV bán vé DV đổi tiền vận chuyển hàng không DV bao quanh hệ thống DV không DV bưu điện DV nhà hàng, khách sạn sân bay DV DV bao quanh độc lập 10 5.People People • People represent the business – The image they present can be important – First contact often human – what is the lasting image they provide to the customer? – Extent of training and knowledge of the product/service concerned – Do staff represent the desired culture of the business? People • People represent the business – The image they present can be important – First contact often human – what is the lasting image they provide to the customer? – Extent of training and knowledge of the product/service concerned – Mission statement – how relevant? – Do staff represent the desired culture of the business? People • People represent the business – The image they present can be important – First contact often human – what is the lasting image they provide to the customer? – Extent of training and knowledge of the product/service concerned – Mission statement – how relevant? – Do staff represent the desired culture of the business? Process Process • How people consume services? • What processes they have to go through to acquire the services? • Where they find the availability of the service? – – – – – – Contact Reminders Registration Subscription Form filling Degree of technology 7.Physical Environment Physical Environment The ambience, mood or physical presentation of the environment • Packaging • Internet/web pages • Paperwork (such as invoices, tickets,… ) • Brochures • Furnishings • Uniforms • Business cards • The building itself (such as prestigious offices or scenic headquarters) • Mailboxes and many others Physical Environment • The ambience, mood or physical presentation of the environment – – – – – – – Smart/shabby? Trendy/retro/modern/old fashioned? Light/dark/bright/subdued? Romantic/chic/loud? Clean/dirty/unkempt/neat? Music? Smell? Wordof- Mouth Stages in Consumer Decision Process Awareness Advertising Interest Channel Decision Product / Service Action Price Satisfaction The Marketing Mix Blend of the mix depends upon: • Marketing objectives • Type of product • Target market • Market structure • Rivals’ behaviour • Global issues – culture/religion, etc • Marketing position • Product portfolio – Product lifecycle – Boston Matrix Marketing Model Target Market Aware Intention to Purchase Understand Believe Above the Line Below the Line Point of Purchase Experience Behavior Want Find Buy Revenue Use Value Prefe r Loyal Developing Competitive Advantage Competitive Advantage Customer Value Customer Satisfaction Customer Relationships Value and Satisfaction Expectation Performance 10 Expectation Performance 10 If performance is lower than expectations, satisfaction is low If performance is higher than expectations, satisfaction is high ... effectively to gain a competitive advantage e.g – Extension strategies – Specialised versions – New editions – Improvements – real or otherwise! – Changed packaging – Technology, etc Image copyright: www.freeimages.co.uk... • Where they find the availability of the service? – – – – – – Contact Reminders Registration Subscription Form filling Degree of technology 7. Physical Environment Physical Environment The ambience,... Physical Environment • The ambience, mood or physical presentation of the environment – – – – – – – Smart/shabby? Trendy/retro/modern/old fashioned? Light/dark/bright/subdued? Romantic/chic/loud?