Marketing bán hàng - Marketing management

1Marketing Management By: Msc. Nguyen Thi Trang Nhung Email: thuytrangnhung@gmail.com Rules of the class Class Rules Stay involv ed Keep your time Take notes Turn off your mobile phone Learning methods 4Chapter 1 Defining Marketing for the 21st Century 5What people often misunderstood Marketing?  Many people think of marketing only as selling and advertising. => Selling and advertising are only the tip of the marketing ice-berg.  Some people believe that only large business organizations operating in highly developed economies use marketing, => but sound marketing is critical to the success of every organization – whether large or small, for profit or non – profit, domestic or global. What does marketing involve?  Marketing is a very complex concept.  Marketing  is not ADVERTISING  is not SELLING  is not PROMOTION  It involves:  Research  Product design  Setting prices  Making sure the customer knows about products  Choosing how and where to sell products 7Understanding Marketing as an expert - Marketing, more than any other business function, deals with customers.  Analyze industries to identify emerging trends.  Determine which national and international markets to enter or exit.  Conduct research to understand consumer behavior.  Design integrated marketing mix - Creating customer value and satisfaction are at the very heart of modern marketing thinking and practice. “Marketing is the science and art of exploring, creating and delivering value to satisfy the needs and wants of a target market maintaining loyalty at a profit.” Professor Philip Kotler 9What is Marketing? (Definition) 1) Marketing is the delivery of customer satisfaction at a profit. 2) Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. 10 What is Marketing? (Definition) 3)Marketing: 'The management process responsible for identifying , anticipating and satisfying customer requirements profitably‘ (The Chartered Institute of Marketing ) 4)Marketing: 'satisfying needs and wants through an exchange process‘ (Philip Kotler) 11 What is Marketing? (Definition) 5) 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. (Philip Kotler) 12 The Goal of Marketing is: - To attract customers by promising superior value, and to keep current customers by delivering satisfaction. - Marketing is about managing profitable customer relationships  Attracting new customers  Retaining and growing current customers Scope of marketing (What is Marketed?) Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-13 • Goods • Services • Events • Experiences • Persons Scope of marketing (What is Marketed?) Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-14 • Places • Properties • Organizations • Information • Ideas 1 - 15 Core Marketing Concepts To explain marketing definition, we examine the following important terms : WantNeed Demand “Demand” Wants Buying Power Core Marketing Concepts Marketing offer  Combination of products, services, information or experiences that satisfy a need or want  Offer may include services, activities, people, places, information or ideas Need  State of felt deprivation  Example: Need food Wants  The form of needs as shaped by culture and the individual  Example: Want a Big Mac Demands  Wants which are backed by buying power What is a Market? Potential consumers make up a market, which is: 1. People 2. with the Desire and 3. with the Ability to Buy a specific product. The Target Market Because the organization obviously can’t satisfy all consumer needs, it must concentrate its efforts on certain needs of a specific group of potential consumers. This is the target market -- one or more specific groups of potential consumers toward which an organization directs its marketing program. Core Marketing Concepts Value  Customers form expectations regarding value  Marketers must deliver value to consumers  Value = functional benefits + emotional benefits 1 - 22 Value and Satisfaction Perceived Value  The customer’s evaluation of the difference between benefits and costs.  Customers often do not judge values and costs accurately or objectively. Customer Satisfaction  A satisfied customer will buy again and tell others about their good experience Customer Satisfaction Expected level P er fo rm an ce SATISFACTION DISSATISFACTION Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1 - 24 Discussion Question: Customer Satisfaction When have you, personally, been extremely satisfied or dissatisfied with a product? Why? Why is it so difficult for companies to deliver value to consumers? 1 - 24 Core Marketing Concepts Exchange  The act of obtaining a desired object from someone by offering something in return  One exchange is not the goal, relationships with several exchanges are the goal  Relationships are built through delivering value and satisfaction 26 Core Marketing concept: Product:  Anything that can be offered to a market to satisfy a need or want.  The concept of product is not limited to physical objects – anything capable of satisfying a need can be called a product. Services:  In addition to tangible goods, products also include services, which are activities or benefits offered for sale that are essentially intangible and do not result in the ownership of anything. 27 Core Marketing concept: Markets The set of all actual and potential buyers of a product or service A simple marketing system Industry (a collection of sellers) Market (a collection of buyers) Communication Products / Services Money Information Elements of a Modern Marketing System Structure of Flows in Modern Exchange Economy Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-29 Marketing Management Definition: 1) Marketing management is the art and science of choosing target markets and building profitable relationships with them. 1 - 31 Marketing Management This definition must include answers to two questions : Selecting Customers and Creating Value: Customer Management  What customers will we serve?  Marketers select customers that can be served profitably Value Proposition  How can we serve these customers best?  Includes the set of benefits or values a company promises to deliver to consumers to satisfy their needs 32 Marketing Management Definition: 2) The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. 33 Marketing Management Involves:  Demand Management : The organization has a desired level of demand for its products. At any point in time, There may be no demand, adequate demand, irregular demand, or too much demand, and marketing management must find ways to deal with these different demand states.  Building Profitable Customer Relationships : Beyond designing strategies to attract new customers and create transactions with them, companies now are striving to retain current customers and build lasting customer relationships. PRODUCTION CONCEPT Marketing Management Philosophy (Marketing Management orientation) PRODUCT CONCEPT SELLING CONCEPT MARKETING CONCEPT SOCIETAL CONCEPT Production Concept Consumers will favor products that are available and affordable Improve production and distribution Product Concept Consumers will favor products that offer the most in quality, performance, and innovative features Make continuous product improvements Consumers will not buy enough without a large scale selling and promotion effort Selling Concept Push for more sales Focus on satisfying the needs and wants of target markets. «Find right customers for your product» VS «Find right products for your customers» Marketing Concept Deliver satisfaction better than competitors. The Selling and Marketing Concepts Contrasted Marketing Management Tasks  Develop market strategies and plans  Capture marketing insights  Connect with customers  Build strong brands  Shape market offerings  Deliver value  Communicate value  Create long-term growth 41 MARKETING CHALLENGES INTO THE NEW CENTURY  GROWTH OF NON-PROFIT MARKETING  THE INFORMANTION TECHNOLOGY BOOM  RAPID GLOBALIZATION  THE CHANGING WORLD ECONOMY  THE CALL FOR MORE ETHICS AND SOCIAL RESPONSIBILITY 42 THE NEW MARKETING LANDSCAPE The past decade taught business firms everywhere a humbling lesson. Domestic companies learned that they can no longer ignore global markets and competitors. Successful firms in mature industries learned that they cannot overlook emerging markets, technologies, and management approaches. Companies of every sort learned that they cannot remain inwardly focused, ignoring the needs of customers and their environment.