Principles of Marketing (Editon 4.0)

Principles of Marketing (Editon 4.0) - THINK BIG DO SMALL...

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Unformatted text preview: THINK BIG DO SMALL LEARN y SLIDE FAST PRINCIPLES OF MARKETING EDITION 4.0 Chào các em! (SI) SLIDE bao slides dung chính nh th tr ng, ch Xúc ti n). th tr ng ích ra chép bài gi ng ph Nguy Du cu ng vi gi ng tr cu (SI) tr nh ph NANG, ti n, nh (SI) CALENDAR. tr sinh viên trong quá trình môn bu c. a” nh ng Marketing vi Tôi mong ra. ng ch sinh ng. cho sinh viên. Do ó, óng góp (SI) SLIDE, tôi còn liên ph tr ghi nghe gi ng, i, mà gi ng viên (SI) SLIDE phát huy hòm th [email protected] Ngoài xin liên sách, dàng theo dõi gi ng viên, sinh viên còn nh ng câu ng không ng STP (Phân ph m, Giá, Phân ph i, là giúp sinh viên gi ng viên) sau ch Marketing hành vi, Ho ghi chép bài gi ng vách, có mua ng môn ), và Marketing Mix (S (SI) SLIDE tham kh o, sinh viên ph (SI) SLIDE ph nh (theo yêu ng nói “Sách liên quan th tr gi ng viên. Do ó, ngoài vi viên có th ch ki Nghiên tiêu, sách tham kh tài li 15 bu này ng có Ngo th ti nh chung là ng. Xin trân tr ng Lê Huy n! CU N (SI) SLIDE NÀY LÀ ……………………………………………………………………………………… SESSIONS 1 Overview – What’s marketing? Th p l a trong tim, truy n th c m h ng 1 #15: The Law of Candor When you admit a negative, the prospect will give you a positive Th p l a trong tim, truy n th c m h ng INTRODUCTION 2 What is Marketing? Marketing is selling and advertising? Th p l a trong tim, truy n th c m h ng DEFINITION 3 What is Marketing? “The aim of marketing is to make selling unnecessary. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.” Th p l a trong tim, truy n th c m h ng DEFINITION 4 What is Marketing? KOTLER P., 2012, Page 6 “The performance of business activities that direct the flow of goods and services from producers to consumers” The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return Th p l a trong tim, truy n th c m h ng DEFINITION 5 What is Marketing? Neumeier M., 2010, Page 7 1 2 3 4 5 Product clutter: too many products and services. Feature clutter: too many features in each product. Advertising clutter: too many media messages. Message clutter: too many elements per message. Media clutter: too many competing channels. Th p l a trong tim, truy n th c m h ng DEFINITION 6 #3: The Law of Perception Marketing is not a battle of products, it’s a battle of perceptions Th p l a trong tim, truy n th c m h ng DEFINITION 7 NEEDS: States of felt deprivation. WANTS: The form human needs take as they are shaped by culture and individual personality DEMANDS: Human wants that are backed by buying power. MARKETING OFFERINGS: Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. Th p l a trong tim, truy n th c m h ng BASIC CONCEPTS 8 The evolution of Marketing Concepts 1950s Marketing mix Product life cycle Market segmentation Marketing concept Marketing Audit 1980s Marketing Warfare Global Marketing Local Marketing Mega-marketing Direct Marketing Customer Relationship Marketing Internal Marketing 1960s The Four Ps Marketing Myopia Lifestyle Marketing The Broadened concept of Marketing 1990s Emotional Marketing Experiential Marketing Internet and E-business Marketing Sponsorship Marketing Marketing Ethics Th p l a trong tim, truy n th c m h 1970s Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing 2000s ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing ng 9 HISTORY Co-creation Marketing Production concept The idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency. Marketing concept A philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. Product concept The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements. Societal marketing concept The idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests. Selling concept The idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. Th p l a trong tim, truy n th c m h ng PHILOSOPHY 10 Th p l a trong tim, truy n th c m h ng BASIC CONCEPTS 11 SESSIONS 2 Analyzing the marketing environment and marketing research Th p l a trong tim, truy n th c m h ng 12 Th p l a trong tim, truy n th c m h ng 13 Marketing environment The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Th p l a trong tim, truy n th c m h ng 14 A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. Marketing intermediaries help the company promote, sell, and distribute its products to final buyers. The Company (Internal Marketing) The microenvironment consists of the actors close to the company that affect its ability to serve its customers Suppliers form an important link in the company’s overall customer value delivery network. Th p l a trong tim, truy n th c m h ng a company must provide greater customer value and satisfaction than its competitors do. The aim of the entire value delivery network is to serve target customers and create strong relationships with them. CHAPTER 2 15 Th p l a trong tim, truy n th c m h ng 16 Th p l a trong tim, truy n th c m h ng 17 So it is said that if you know your enemies and know yourself, you can win a hundred battles without a single loss. If you only know yourself, but not your opponent, you may win or may lose. If you know neither yourself nor your enemy, you will always endanger yourself. Th p l a trong tim, truy n th c m h ng 18 Th p l a trong tim, truy n th c m h ng 19 is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. FINANCIAL PUBLICS MEDIA PUBLICS GOVERNMENT PUBLICS CITIZEN-ACTION PUBLICS LOCAL PUBLICS GENERAL PUBLIC INTERNAL PUBLICS Th p l a trong tim, truy n th c m h ng 20 Demography The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. Cultural environment Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors. Economic environment Economic factors that affect consumer purchasing power and spending patterns. The macroenvironment consists of broader forces that affect the actors in the microenvironment Political environment Laws, government agencies, and pressure groups that influence and limit various organizations and Th p l a trong tim, given c m h ng individuals in atruy n th society. Natural environment Natural resources that are needed as inputs by marketers or that are affected by marketing activities Technological environment Forces that create new technologies, creating new product and market opportunities. CHAPTER 2 21 Marketing research is the systematic Competitive marketing design, collection, analysis, and reporting intelligence is the systematic of data relevant to a specific marketing collection and analysis of publicly situation facing an organization. available information about consumers, competitors, and MARKETING RESEARCH developments in the marketplace. a trong tim, truy n th c m h ng Th p l 22 Observational research involves gathering primary data by observing relevant people, actions, and situations. Survey research Ethnographic research is a form of gathers primary data by asking observational people questions research that about their involves sending trained observers to knowledge, attitudes, watch and interact preferences, and with consumers in buying behavior. their “natural Th p l a trong environments.” tim, truy n th c m h ng Experimental research gathers primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. MARKETING RESEARCH 23 CONTACT METHODS Th p l a trong tim, truy n th c m h ng 24 Open - ended Categorical Scale Unprobed: “What was your reaction to the Sony Blu-Ray disc player advertisement you saw on television last?” Dual-choice: “Do you think that Sony Bluray players are better than Panasonic Blu-ray disc players?” A. Yes B. No Metric natural Scale: “About how many times per week do you use your Blu-Ray disc player?” Th p l Probed: “Did you have any other thoughts or reactions to the advertisements?” Multiple-choice: “If you were to buy a Blu-Ray disc player tomorrow, which brand would you be most likely to purchase? Would it be: A. Panasonic C. General Electric B. Sony D. JVC Metric synthetic Scale: Sony Blu-ray disc players are a better value than JVC Blu-ray disc players? A. Disagree strongly B. Disagree C. Neither QUESTION-RESPONSE D. Agree a trong tim, truy n th c m h ng 25 E. Agree strongly #1: Please indicate your gender A. Male B. Female #2: Check all the brands you would consider purchasing A. Sony B. LG C. RCA D. Samsung Th p l a trong tim, truy n th c m h ng MEASUREMENT SCALES 26 #1: Please rank each brand in terms of your preference. Please a “1” by your first choice, a “2” by your second choice, and so on. A. Samsung B. RCA C. LG D. Sony #2: For each pair of grocery store, circle the one you would be more likely to patronize A. Kroger & First National B. First National & A&P C. A&P & Kroger #3: In your opinion, would you say the prices at wal-mart are A. Higher than sears B. About the same as Sears C. Lower than Sears Th p l a trong tim, truy n th c m h ng MEASUREMENT SCALES 27 #1: Please rate each brand in terms of its overall performance (1: Very poor & 10: Very good) SAMSUNG 1 2 3 4 5 6 7 8 9 10 LG 1 2 3 4 5 6 7 8 9 10 SONY 1 2 3 4 5 6 7 8 9 10 #2: Indicate your degree of agreement with the following statements by circleing the apporopriate number Strongly Agree Strongly Disagree I always look for bargain 1 2 3 9 10 I enjoy being outdoors 1 2 3 9 10 I love to cook 1 2 3 9 10 Th p l a trong tim, truy n th c m h ng MEASUREMENT SCALES 28 #1: Approximately how many times is the last month have you purchased something over $10 in price at a BigC supermarket? 0 1 2 3 4 5 6 7 More (Specify: ___) #2: How much do you think a typical purchaser of a 250.000$ term life insurance policy pays per year for that plicy? $___________ Th p l a trong tim, truy n th c m h ng MEASUREMENT SCALES 29 DO: BE FOCUS Please rate your automobile’s GPS system on each of the following features. (Features are listed) How do you feel about your automobile’s GPS system? DO: BE BRIEF Where traffic conditions are bad, do you or do you not rely on your automobile’s GPS system to find the fastest way to work? Does your automobile GPS system help you arrive at work on time? If you needed to find your child’s best friend’s house that was over 10 miles from your house for your child to attend a birthday party, would you rely on your automobile GPS system to get you there? To what extent would you rely on your automobile GPS system to find a friend’s house? DO: BE SIMPLE STRUCTURE DO: BE CLEAR Is your automobile GPS system useful? Th p l a trong tim, truy How useful is your automobile GPS system for each of the following 30 n th c m h ng occasions? (Occasions are listed) DO NOT: LEAD Shouldn’t everyone have a GPS system in their automobile? In your opinion, how helpful is an automobile GPS system? DO NOT: LOAD If GPS systems were shown to help us decrease our depletion of world oil reserves, would you purchase one? How much do you think an automobile GPS system might save you on gasoline? DO NOT: DOUBLE - BARREL Would you consider purchasing an automobile GPS system if it saved you time, money, and worry? Would you consider buying an automobile GPS system if you believed it would reduce your commuting time by 10%? (separate questions about money and worry savings.) DO NOT: OVERSTATE Do you think that an automobile GPS To what extent do you believe an system can help you avoid traffic automobile GPS system will help you Th p l a trong tim, truy n th c m h ng 31 jams that may last for hours? avoid traffic congestion? SESSIONS 3 Consumer buyer behavior Th p l a trong tim, truy n th c m h ng 32 Th p l a trong tim, truy n th c m h ng MEASUREMENT SCALES 33 Th p l a trong tim, truy n th c m h ng 34 Lifestyle is a person’s pattern of living as expressed in his or her activities, interests, and opinions The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. The process by which people select, organize, and interpret information to form a meaningful picture of the world Opinion leader A person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others. FACTORS INFLUENCING Th p l a trong tim, truy n th c m h ng CONSUMER BEHAVIOR 35 The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Th p l a trong tim, truy n th c m h ng 36 Nielsen, 2009, HCM & HN Understanding consumer differences, Ha truy n th c m h ng Th p l a trong tim, Noi. 37 Nielsen, 2009, HCM & HN Understanding consumer differences, Ha truy n th c m h ng Th p l a trong tim, Noi. 38 Involvement High High brand differences Low brand differences COMPLEX DISSONANCE REDUCING TYPES Th p l a trong tim, truy n th c m h ng Low VARIETY SEEKING HABITUAL OF BUYING DECISION BEHAVIOR 39 Need Recognition Search Evaluation/Choice Purchase Postpurchase Behavior Th p l a trong tim, truy n th c m h ng 40 Personal • • • • Family Friends Neighbors Acquaintances Commercial • • • • • • Advertising Web sites Salepersons Dealers Packagings Displays Public • Mass media • Consumerrating organizations Th p l a trong tim, truy n th c m h ng Experiential • Handling • Examining • Using the product 41 Th p l a trong tim, truy n th c m h ng DECISION PROCESS 42 SESSIONS 4 Segmentation, Targeting, and Positioning Th p l a trong tim, truy n th c m h ng 43 Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes. The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Differentiating the market offering to create superior customer value. Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Th p l a trong tim, truy n th c m h ng 44 STP Geographic Demographic Psychographic Behavioral Th p l a trong tim, truy n th c m h ng 45 Dividing a market into different geographical units, such as nations, states, regions, counties, cities, or even neighborhoods. Th p l a trong tim, truy n th c m h ng 46 Dividing the market into segments based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and Th nationality. p l a trong tim, truy n th c m h ng 47 Dividing a market into different segments based on social class, lifestyle, or personality characteristics. Dividing a market into segments based on consumer knowledge, attitudes, uses, or responses to a product. Th p l a trong tim, truy n th c m h ng 48 MEASURABLE COMPETITORS ACCESSIBLE SUPPLIERS SUBSTANTIAL BUYERS DIFFERENTIABLE SUBSTITUTE PRODUCTS Th p l a trong tim, truy n th c m h ng 49 Th p l a trong tim, truy n th c m h ng 50 An advantage over competitors gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices. Identifying Competitive Advantages POSITIONING STRATEGY Communicate & Deliver Th p l a trong tim, truy n th c m h ng 51 PRODUCT SERVICE CHANNEL Features Performance Style Design Speedy Convenient Careful delivery Coverage Expertise Performance Th p l a trong tim, truy n th c m h ng PEOPLE IMAGE IDENTIFYING DIFFERENCES 52 Th p l a trong tim, truy n th c m h ng IDENTIFYING DIFFERENCES 53 POSITIONING STRATEGY Th p l a trong tim, truy n th c m h ng 54 SESSIONS 5 Marketing plan Th p l a trong tim, truy n th c m h ng 55 Strategic business units (SBUs) can be a company division, a product line within a division, or sometimes a single product or brand. Th p l a trong tim, truy n th c m h ng 56 adjustments to its product design, advertising, pricing, and distribution efforts. offering modified or new products to current markets. identifying and developing new markets for its current products Th p l a trong tim, truy n th c m h ng 57 Th p l a trong tim, truy n th c m h ng MARKETING PLAN 58 Market description Product review Executive summary Competition review Current marketing situation Distribution review Threats and opportunities analysis Marketing strategy Action programs Budgets Controls Th p l a trong tim, truy n th c m h ng MARKETING PLAN 59 SESSIONS 6 Products and brands (1) Th p l a trong tim, truy n th c m h ng 60 Th p l a trong tim, truy n th c m h ng PRODUCT CLASSIFICATION 61 Encompasses all the possible augmentations and transformations the product or offering might undergo in the future. The service or benefit the customer is really buying. A set of attributes and conditions buyers normally expect when they purchase this product. Exceeds customer expectations. Th p l a trong tim, truy n th c m h ng 62 Product line: A group of products that are closely related because - they function in a similar manner, - are sold to the same customer groups, - are marketed through the same types of outlets, - or fall within given price ranges. Product line filling Product line stretching (adding more items within the present range of the line) (a company lengthens its product line beyond its current range) Th p l a trong tim, truy n th c m h ng 63 Product mix (or product portfolio) The set of all product lines and items that a particular seller offers for sale. NOTE: the consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution achannels,thormsome other way. Th p l trong tim, truy n c h ng 64 1. It can add new product lines, widening its product mix. 2. The company can lengthen its existing product lines to become a more full-line company. 3. It can add more versions of each product and thus deepen its product mix. 4. The company can pursue more product line consistency—or less Th p l a trong tim, truy n th c m h ng 65 Th p l a trong tim, truy n th c m h ng 66 Th p l a trong tim, truy n th c m h ng 67 Th p l a trong tim, truy n th c m h ng 68 SESSIONS 7 Products and brands (continued) Th p l a trong tim, truy n th c m h ng 69 A brand is a person’s gut feeling about a product, service, or company. Th p l a trong tim, truy n th c m h ng 70 Brand Identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Th p l a trong tim, truy n th c m h ng 71 Meaningful Protectable Distinctive Positive Future-oriented Visual Th p l a trong tim, truy n th c m h ng BRAND ELEMENTS 72 Ng i sáng l p (Founder) Miêu t (Descriptive) • n d (Metaphor) • Acronym (Ghép t ) Ng y t o (Fabricated) Th p l a trong tim, truy n th c m h ng BRAND ELEMENTS 73 Th p l a trong tim, truy n th c m h ng 74 Th p l a trong tim, truy n th c m h ng 75 Th p l a trong tim, truy n th c m h ng 76 Th p l a trong tim, truy n th c m h...
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