marketing từ cơ bản đến nâng cao

Bộ sưu tập kiến thức marketing từ cơ bản đấn nâng cao, giúp bạn tìm hiểu về marketing thật cụ thể, dễ dàng, nhanh chóng .

Luu Nhat Huy, MBA, B.Sc.

University of Technology – Vietnam National University

DEFINING MARKETING

Marketing is a societal process by which

individuals and groups obtain what they need and want through creating, offering, and freely

exchanging products and services of value with others

- Philip Kotler

 Philip Kotler & Gary Amstrong, 2007

 “The process by which companies create value for

customers and build strong customer relationships in

order to capture value from customers in return”

SIMPLE MARKETING SYSTEM

Industry

(a collection

of sellers)

Market (a collection

of Buyers)

Goods/services

MoneyCommunication

Information

Consumers will buy products only if

the company aggressively promotes/sells these products

Focuses on needs/ wants of target

markets & delivering value better than competitors

COMPANY ORIENTATIONS TOWARDS THE MARKETPLACE

EVOLVING VIEWS OF MARKETING’S ROLE

a Marketing as an

equal function

Finance Production

Marketing resources Human

b Marketing as a more important function

Finance

Human resources Marketing

Production

EVOLVING VIEWS OF MARKETING’S ROLE

c Marketing as the

major function

Marketing Production

d The customer as the

controlling factor

Customer

EVOLVING VIEWS OF MARKETING’S ROLE

e The customer as the controlling function and marketing as the

integrative function

Customer

Marketing Production

DETERMINANTS OF CUSTOMER DELIVERED VALUE

Customer delivered value

Satisfaction is a person’s feelings of

pleasure or disappointment resulting from comparing a product’s perceived

performance (or outcome) in relation to

his or her expectations.

SATISFIED CUSTOMERS:

 Are loyal longer

 Buy more (new products & upgrades)

 Spread favorable word-of-mouth

 Are more brand loyal (less price sensitive)

 Offer feedback

 Reduce transaction costs

T HE F OUR P S

Marketing Mix

Product

Place

PART 2: EVIRONMENT MIS AND MKT RESEARCH

 A marketing information system (MIS) consists of

people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely,

and accurate information to marketing decision

makers

 A marketing intelligence system is a set of

procedures and sources used by managers to

obtain everyday information about developments in the marketing environment

Strategy Plan Implementation Control

 Market research is the process of systematic

gathering, recording and analyzing of data about

customers, competitors and the market

 Market research can help create a business plan,

launch a new product or service, fine tune existing

products and services, expand into new markets etc

T HE M ARKETING R ESEARCH P ROCESS

plan

Collect the information

Analyze the information

Present the findings

SECONDARY-DATA SOURCES

PART 3: CONSUMER BEHAVIOR

CONSUMER BUYING PROCESS

Problem

recognition

Information search

Evaluation of alternatives

Purchase decision

Postpurchase

behavior

MODEL OF BUYING BEHAVIOR

Buyer’s decision process

Problem recognition Information search Evaluation

Decision Postpurchase behavior

Other stimuli

PEST

Buyer’s characteristics

Cultural Social Personal Psychological

Buyer’s decisions

Product choice Brand choice Dealer choice Purchase timing Purchase amount

Marketing

stimuli

4P

FamilyRoles &

Status

Personal

Age & Cycle StageOccupationEconomic SituationLifestyle

Life-Personality &

Self-Concept

Psychological

MotivationPerceptionLearningBeliefs &

Attitudes

 Market segmentation is the

process of dividing the market

into similar groups such that

S TEPS IN M ARKET S EGMENTATION ,

T ARGETING , AND P OSITIONING

of each segment

4 Select the target

segment(s)

Market Targeting

5 Identify possible positioning concepts for each target segment

6 Select, develop, and communicate the chosen positioning concept

Market Positioning

B ASES FOR S EGMENTING C ONSUMER

Occasions, Benefits, Uses, or Attitudes Behavioral

Geographic

Region, City or Metro

Size, Density, Climate Demographic

Age, Gender, Family size and Fife cycle, Race,

Occupation, or Income

Lifestyle or Personality

Psychographic

BASES FOR SEGMENTING BUSINESS MARKETS

Accessible Substantial

Differential

• Segments must be large or

profitable enough to serve.

• Segments can be

effectively reached and served.

Actionable

• Size, purchasing power,

profiles of segments can

be measured

• Segments must respond

differently to different marketing mix elements &

actions.

• Must be able to attract and

serve the segments.

EFFECTIVE SEGMENTATION

F IVE P ATTERNS OF T ARGET M ARKET

S ELECTION

Single-segment

concentration specialization Product

M1 M2 M3 P1

P2 P3

Selective specialization

M1 M2 M3 P1

P2 P3

M1 M2 M3

Full market coverage

P1 P2 P3

Market specialization

M1 M2 M3 P1

P2 P3

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in

SALES & PROFIT LIFE CYCLES

Introduction Growth Maturity Decline

NEW PRODUCT DEVELOPMENT

PROCESS

Idea Generation

Concept

Development

and Testing

Marketing Strategy Development

Idea

Screening

Business Analysis

Product Development

Market Testing

Commercialization

2 1 /2%

Innovators

13 1 /2%

Early adopters

34%

Early majority

34%

Late majority

16%

Laggards

Time of adoption innovations

ADOPTER CATEGORIZATION OF THE BASIS OF RELATIVE

TIME OF ADOPTION OF INNOVATIONS

 A group of products marketed by an organization to

one general market The products have some

characteristics, customers and uses in common and

may also share technologies, distribution channels,

prices, services and other elements of the marketing

 The set of all products and items that a particular

seller offers for sale to buyers

PRODUCT PORTFOLIO MANAGEMENT

Pure Service

CATEGORIES OF SERVICE MIX

Tangible Good w/

Services

Major Service w/ Goods Hybrid

Pure

Tangible

Good

Inseparability

Services cannot

be separated from their providers

Perishability

Services cannot

be stored for later sale or use

them and when,

where, and how

Inseparability Increase productivity of providers

Perishability Match supply and demand

Costs that don’t

vary with sales or

The Three C’s Model

for Price Setting

Costs Competitors’

prices and prices of substitutes

Customers’

assessment

of unique product features

PRICING APPROACHES

49

 Cost – Based Pricing

 Value – Based Pricing

 Competition – Based Pricing

Product

Value Customers

Cost Price

Value Customers

C10

PRICING METHODS

 Markup Pricing

 Target Return Pricing

 Perceived Value Pricing

 Value Pricing

 Going-Rate Pricing

 Sealed-Bid Pricing

NEW PRODUCT PRICING

Rapid skimming

Slow skimming

PART 7: DISTRIBUTION (PLACE)

How a Distributor Reduces the

Number of Channel Transactions

= Customer

= Manufacturer

A Number of contacts without a distributor

M x C = 3 X 3 = 9

1 3 2

4 5 6

7 8 9

How a Distributor Reduces the

Number of Channel Transactions

= Distributor

= Customer

= Manufacturer

B Number of contacts with a distributor

M x C = 3 + 3 = 6

Store 1

Distribution Channel Functions

CUSTOMERS’ DESIRED SERVICE LEVELS

© Glendinning Management Consultants 2001 Ref:

CAUSES OF CHANNEL CONFLICT

 Incompatibility

 Difference in Perception

 Dependence

LEGAL & ETHICAL ISSUES IN CHANNEL RELATIONS

 Exclusive Dealing

 Exclusive Territories

 Tying Agreements

 Dealers’ Rights

Channel Management Decisions

Evaluating

PART 8: PROMOTION MIX

 Company and products communication process

towards target customer in order to persuade them to

buy the products

4 Direct MKT

 Advertising is is the non-personal communication of

information usually paid for and usually persuasive in

nature about products, services or ideas by identified

sponsors through the various media

 Sales promotions are non-personal promotional

efforts that are designed to have an immediate

 consist of a variety of activities engaged in by

organizations or celebrities that are intended to

promote a positive relationship or image with

their customers and prospective customers

(members of the public).

 Personal Selling is direct communication

techniques to a prospective client in order to

present, answer and persuade for an order

 Direct marketing is the sale of products direct to

consumers with promotional efforts using direct

mail, calalogue or telephone sales…