Bài giảng Marketing căn bản

Introduction to Marketing
Course introduction

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Lecturer
• Dr. Truong Dinh Quoc Bao
• Faculty of Marketing, DUE
• [email protected]

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LEARNING OBJECTIVES
1.1 Core marketplace concepts
• Marketing and the marketing process
• Needs, wants and demands
• Market offerings
• Value and satisfaction
OVERVIEW OF MARKETING • Exchanges and relationships
• Markets
1.2 Marketing management orientations
1.3 Customer relationship management
1.4 Major marketing trends and forces

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MARKETING MARKETING
• Defini&ons • Definitions
“The process of planning and execu<ng the concep<on, pricing,
promo<on, and distribu<on of ideas, goods, and services to
“The management process which identifies, create exchanges that sa<sfy individual and organiza<onal
anticipates, and supplies customer requirements goals”.
--- American Marke-ng Associa-on, 1985 ---
efficiently and profitably”.
--- UK’s Chartered Institute of Marketing ---
“Marketing is an organizational function and a set of
processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways
that benefit the organization and its stakeholders”.
--- American Marketing Association, 2004 ---

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MARKETING MARKETING
• Definitions • Key points
“Broadly defined, marketing is a
social and managerial process by Ø Marketing is a process.
which individuals and organizations Ø Marketing is customer
obtain what they need and want value-driven.
through creating and exchanging “In a business context, marketing is a
value with others.” the process by which companies engage Ø Marketing satisfies customer needs efficiently and profitably (exchange).
--- Philip Kotler, 2012 --- customers, build strong customer
Ø Marketing still takes place (customer relationship)
relationships, and create customer value
in order to capture value from customers
in return.”
--- Philip Kotler, 2012 ---
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MARKETING 1.1 CORE MARKETPLACE CONCEPTS

• The marketing process (Kotler, 2012)
Customer Needs, Wants and
Demands

Markets Market offerings

MARKETING

Exchanges and relationships Value and satisfaction

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NEEDS, WANTS, DEMANDS MARKET OFFERINGS

• States of deprivation • Market offerings
Needs • Physical—food, clothing, warmth, safety
• Social—belonging and affection – Some combination of products, services,
• Individual—knowledge and self-expression
information, or experiences offered to a
market to satisfy a need or want.
Wants • Form that needs take as they are shaped by
culture and individual personality
– Including:
Physical
People Organiza<ons
products
Ideas
Demands • Wants backed by buying power
Services Places Informa<on

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MARKET OFFERINGS CUSTOMER VALUE & SATISFACTION

• Marketing myopia • Customer – perceived value

– The mistake of paying more attention – The customer’s evaluaMon of
the difference between all the
to the specific products a company benefits and all the costs of a
offers than to the benefits and markeMng offer relaMve to
experiences produced by these those of compeMng offers.

products.

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CUSTOMER VALUE & SATISFACTION EXCHANGES & RELATIONSHIPS

• Customer sa8sfac8on • Exchange

– The extent to which a product’s – The act of obtaining a
desired object from
perceived performance matches someone by offering
a buyer’s expectaMons. something in return.

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MARKETS MARKETING MANAGEMENT

• Market
– Marketing management is the analysis, planning,
– The set of all actual and potenMal buyers
implementation and control of programmes designed to bring
of a product or service. about desired exchanges with target markets for the purpose
– These buyers share a parMcular need or want of achieving organizational objectives.
that can be saMsfied through exchange
– The aim is to engage, keep, and grow target customers by
relaMonships.
creating, delivering, and communicating superior customer
value.
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MARKETING MANAGEMENT ORIENTATIONS MARKETING MANAGEMENT ORIENTATIONS

PRODUCTION Success depends on low production costs, highly efficient
concept processes, and mass distribution.

Success depends on creating the best, most innovative product

PRODUCT concept
for the lowest price.

Production Product Selling Marketing Societal Success depends on a good sales team with the right tools and
SELLING concept
concept concept concept concept concept incentives.

MARKETING Success depends on doing better than competitors at understanding,

concept creating, delivering, and communicating value to their target customers.

SOCIETAL Marketing decisions should consider consumers’ wants, the

MARKETING company’s requirements (profits), and society’s long-run
concept interests (human welfare).
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MARKETING MANAGEMENT ORIENTATIONS MARKETING MANAGEMENT ORIENTATIONS

SOCIETY
StarGng point Focus Means Ends (Human welfare)

The selling Exis<ng Selling and Profits through

Factory
concept products promoting sales volumes
Societal
Inside-out perspective
markeGng
concept
The Profits through
Customer Integrated
markeGng Market customer
needs marke<ng
concept saGsfacGon CONSUMERS COMPANY
Outside-in perspective (Want satisfaction) (Profits)

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MARKETING MARKETING STRATEGY

• The marketing process (Kotler, 2012)

Which customers to How to best serve those

Customer value
serve? customers?
– driven
(Who is the target (What value(s) offered to
marketing
market?) those customers?)

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MARKETING MARKETING MIX

• The marketing process (Kotler, 2012)
4Ps of Marketing (McCarthy, 1960) 4Cs of Marketing (Lauterborn, 1990)

P1 Product C1 Customer solution

P2 Price C2 Customer cost

P3 Place C3 Convenience

P4 Promotion C4 Communication

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MARKETING MIX MARKETING

• Marketing mix
• The marketing process (Kotler, 2012)
– The set of marketing tools the firm uses to implement its
marketing strategy.
.
Quality | Design | Advertising |
Feature | Brand|
Packaging | Label | PRODUCT PROMOTION Personal selling |
Sales promotion| PR
Services | Direct marketing

Pricing strategies| New

product pricing strategies |
4Ps Marketing channels |
Channel design decisions
Product mix pricing
strategies| Price PRICE PLACE | Channel management
decisions| Marketing
adjustment strategies logistics & SCM

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CUSTOMER RELATIONSHIP MANAGEMENT CUSTOMER RELATIONSHIP MANAGEMENT

– In the broadest sense, customer • Customer relationship levels
relationship management (CRM) is the
overall process of building and maintaining
profitable customer relationships by
Basic Reactive Accountable Proactive Partnership
delivering superior customer value and
satisfaction.
A salesperson A salesperson The seller contacts The seller The company
– On average, it costs 5-10 times as much to sells products and sells the product the customer regularly contacts works
there’s no and encourage shortly after the to discuss the use continuously with
attract a new customer as it does to keep a communication or customers to sale to inquire of the product, the customer to
current customer satisfied. customer supply feedback. whether the also asks for ensure that the
feedback product meets feedback if the customer gets
– Key to CRM = Customer Value + Satisfaction involved. expectations. product or service even more out of
can be improved. the product.

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CUSTOMER RELATIONSHIP MANAGEMENT CUSTOMER RELATIONSHIP MANAGEMENT

• Customer relationship tools

Financial
benefits Better price; Special discount; Rewards program
Social Personalization; Special gifts or greeting cards on special
benefits occasions; Customers’ preferences

Structural ties Customer service; Speed of service

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CUSTOMER RELATIONSHIP MANAGEMENT PARTNER RELATIONSHIP MANAGEMENT

• Trends • Partner Relationship Management – PRM

– Working closely with partners in other company
– Customer-engagement marketing
departments and outside the company to jointly bring
– Consumer-generated marketing greater value to customers.
– Internal: Functional departments
– External: Suppliers, Intermediaries, Competitors

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CUSTOMER LOYALTY CURRENT MARKETING TRENDS

• Customer loyalty #
Marketing to the bottom of the pyramid
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– A deeply held commitment to rebuy or re-patronize a preferred
product or service consistently in the future, thereby causing #
Global marketing
repetitive same-brand or same brand-set purchasing, despite 2
situational influences and marketing efforts that have the #
Digital and social media marketing
potential to cause switching behavior (Oliver, 1999). 3
• Conceptualization of loyalty # Sustainable marketing
– Behavioral loyalty 4 Social responsibility in marketing
– Attitudinal loyalty #
Not-for-profit marketing
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MARKETING PROCESS
Capture value from
Create value for customers and build customer relationships customers in return

Understand the Capture value from

Design a customer Construct an Engage customers, customers to create
marketplace and value-driven
customer needs and integrated marketing build profitable profits and customer
wants marketing strategy program relationships equity

Research customers Select customers to Product Customer Create satisfied,

and the marketplace serve: market relationship loyal customers
segmentation and [Chapter 5] management
[Chapter 1, 3] targeting Price
Manage marketing Partnership Capture customer
[Chapter 4]
information and [Chapter 6]
relationship lifetime value
customer data Decide on a value management
Place
[Chapter 2] proposition:
differential and [Chapter 7] Increase share of
positioning market and share
Promotion of customer
[Chapter 4]
[Chapter 8]

Harness marketing Manage global Ensure environmental

technology markets and social
(e-Marketing) (Global marketing) responsibility
(Social marketing)
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