Lecture Marketing management: Chapter 7 – Nguyễn Thị Trang Nhung

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

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

or service that people will want to

• Methods used to

improve/differentiate

the product and increase

sales or target sales more

4 levels of hotel service

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Có phục vụ thức ăn

Phòng ốc lịch sự

Phục vụ nhanh chóng

Cho thuê nơi lưu trú

Trang trí đẹp

Đa dạng DV

Nhân viên tận tình, lịch sự

4.DV tiềm năng

Đưa đón khách đến tận sân bay

DV massage, giặt ủi

K/H không chỉ mua lợi ích cơ bản DV mang lại mà họ muốn mua nó ở mức độ hoàn

chỉnh cao nhất & mức độ đó do cấp 2,3, 4 mang lại

=>Mức độ hoàn chỉnh càng cao thì càng làm tăng khả năng cạnh tranh trên TTr

Airport services

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vận chuyểnhàngkhông DV cơ bản

DV bao quanh trong

hệ thống

DV trên không

DV đưa đón

DV bán

vé

DV nhà hàng, khách sạn

ở sân bay

DV đổi tiền

DV bưu điện

DV bao quanh độc lập

Product or

service/

brand

Core Product

Actual Product

Augmented

Product

journey

Zamalek Football

Club

Excitement and leisure

T-shirts – photos with players

Price

the customer thinks is good value for money.

being cheap!

psychological effect on customers.

CÁC PHƯƠNG PHÁP ĐỊNH GIÁ

chi phí(COST)

Mức giá gắn liềnvới cạnh tranh trên

TT(COMPETITOR)

Mức giá gắnliền với nhu cầu

K/H(CUSTOMER)

Mức giá caokhông phátsinh nhu cầu

3.Place

services get from producer

to consumer and where they can be

accessed by the consumer

– The more places to buy the product and the easier it is made to buy it, the better for the business (and the consumer?)

4.Promotion

• Strategies

to make the consumer aware of the existence of a product

or service

• NOT just advertising

Promotion

The promotional message should

Grab Attention

Stimulate Interest

Create Desire

Promote Action

5.People

– 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?

– 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?

– 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?

6 Process

• How do people consume services?

• What processes do they have to go through

to acquire the services?

• Where do they find the availability

7.Physical Environment

Stages in Consumer Decision

ProcessAwareness

Interest

Decision

Satisfaction Action

Advertising

Channel

Product / Service

Price Word-

of- Mouth

The Marketing Mix

Blend of the mix depends

Value Experience

Developing Competitive Advantage

Competitive Advantage

Customer Value

Customer Relationships

Customer Satisfaction

Value and Satisfaction

Expectation Performance

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If performance is lower than expectations, satisfaction is low

If performance is higher than expectations, satisfaction is high

Expectation Performance

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