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Bài 2 - MKT CONCEPT

Bài 2_ MKT CONCEPT

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18 views10 pages

Bài 2 - MKT CONCEPT

Bài 2_ MKT CONCEPT

Uploaded by

hoangsubaxd
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MARKETING

CONCEPT
DBA Michelle Nguyễn
What is marketed?

GOOD Experiences
Physical goods constitute the bulk of most By orchestrating several services and goods, a
countries’ production and marketing efforts. firm can create, stage, and market
experiences.

Services
Persons
Services include the work of airlines, hotels, car
rental firms, and accountants, bankers, lawyers, Artists, musicians, CEOs, physicians, high-
engineers, doctors, software programmers, and profile lawyers and financiers, and other
management consultants. Many market offerings professionals often get help from marketers.
mix goods and services, such as a fast-food
meal.

Events
Marketers promote time-based events, such as
major trade shows, artistic performances, and
company anniversaries
What is marketed?

Properties Places
Properties are intangible rights of ownership to Cities, states, regions, and whole nations
either real property (real estate) or financial compete to attract tourists, residents, factories,
property (stocks and bonds). They are bought and company headquarters. Place marketers
and sold, and these exchanges require include economic development specialists, real
marketing.. estate agents, commercial banks, local
business associations, and advertising and
Organizations public relations agencies.

Museums, performing arts organizations,


corporations, and nonprofits all use marketing
to boost their public images and compete for
audiences and funds
Ideas

Information Every market offering includes a basic idea.

Information is essentially what books, schools,


and universities produce, market, and
distribute at a price to parents, students, and
communities
Eight demand states are possible

Negative demand Nonexistent demand Latent demand

Consumers dislike the product Consumers may be unaware of or Consumers may share a strong
and may even pay to avoid it uninterested in the product. need that cannot be satisfied by
an existing product.
KH tránh sự mời chào. SP có thể Khi KH mục tiêu không nhận
hữu dụng nhưng khách hàng Là nhu cầu chưa dc thỏa mãn hoặc
biết/ko quan tâm đến sản phẩm
tránh né chưa dc nhận ra
VD: Bảo hiểm rủi ro; kế hoạch hóa VD: nhà dưỡng lão;
GĐ; VD: ĐT thông thường # ĐT thông minh
Eight demand states are possible

Declining demand Irregular demand Full demand


Consumers begin to buy the Consumers are adequately buying
Consumer purchases vary on a
product less frequently or not at all products put into the
seasonal, monthly, weekly, daily,
all or even hourly basis marketplace.

KH đã giảm nhu cầu mua


Đó là nhu cầu thay đổi theo thời gian Là nhu cầu ở thị trường đã đầy; đủ
VD: ĐT thông minh xuất hiện làm thỏa mãn
VD: quạt; điều hòa; chăn màn mùa
giảm nhu cầu mua máy ảnh, máy VD: sản lượng gạo VN đủ cho nhu cầu
đông, áo mưa... Resort
nghe nhạc ... thị trường và XK
Eight demand states are possible

Overfull demand Unwholesome demand

Consumers begin to buy the product less Consumers may be attracted to products that
frequently or not at all have undesirable social consequences

Là mức cầu vượt quá khả năng đáp ứng hết Là cầu đối về những sản phẩm độc hại cho sức
nhu cầu của thị trường khỏe của người sử dụng

VD: năng lượng điện; VD: thuốc lá, rượu, bia, game, ma túy…
Key customer markets
Consumer Markets
01 Mass consumer goods and services

Business Markets
02 Factory, Manufactures, industry ...Insuarance

Global Markets
03 Import, Export

04 Nonprofit and Governmental Markets


Public Transportation, Infrastructure, Education
(University, school...)
CORE MARKETING CONCEPTS

NEED WANT DEMAND

the basic human requirements specific objects that might wants for specific products
such as for air, food, water, satisfy the need. backed by an ability to pay
clothing, and shelter
Thank You
F o r Yo u r A t t e n t i o n

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