B1 - Ch01_Introduction - st [Compatibility Mode]

B1 - Ch01_Introduction - st [Compatibility Mode] -...

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Unformatted text preview: 2/13/2011B Dr. Hoàng Thị Phương Thảo HCMC University of Economics 2 1 2/13/2011B Needs, wants, and demands Markets Exchange, transactions, and relationships Products and services Value, satisfaction, and quality 3 • • • 4 2 2/13/2011B Products Experiences Persons Organizations Information Places Ideas Services 5 Value Gained From Owning a Product and Costs of Obtaining the Product is Customer Value Product’s Perceived Performance in Delivering Value Relative to Buyer’s Expectations is Customer Satisfaction Total Quality Management Involves Improving the Quality of Products, Services, and Marketing Processes Mr Vo Hiep Hieu, MBA 6 3 2/13/2011B Transactions Exchanges Relationships 7 Resources to Exchange Willingness to Exchange Market – Ethical who Buyers share a particular need or want that can be satisfied Attitudes through of exchange or Others relationships. Unexpected Situational Factors People Who Exhibit Need Actual Buyers Potential Buyers 8 4 2/13/2011B Company (Marketer) Competitors Environment Suppliers Environment Marketing Intermediaries End User Market Mr Vo Hiep Hieu, MBA Marketing Management Demand Management Implementing programs to create exchanges with target buyers to achieve organizational goals Finding and increasing demand, also changing or reducing demand such as in Demarketing 9 Profitable Customer Relationships Attracting new customers and retaining and building relationships with current customers 10 5 2/13/2011B Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept Starting Point Focus Factory Existing Products •Consumers favor products that are available and highly affordable. •Improve production and distribution. •Consumers favor products that offer the most quality, performance, and innovative features. •Consumers will buy products only if the company promotes/ sells these products. •Focuses on needs/ wants of target markets & delivering satisfaction better than competitors. •Focuses on needs/ wants of target markets & delivering superior value. Means 11 Ends Profits through Volume Selling and Promoting The Selling Concept Market Customer Needs Integrated Marketing Profits through Satisfaction The Marketing Concept 12 6 2/13/2011B Society Societal Marketing Concept Consumers Company 13 1. 1. Understand the organization’s mission 2. Set marketing objectives 3. Gather, analyze, interpret “SWOT” information 4. Develop a marketing strategy 5. Implement the marketing strategy 6. Design performance measures 7. Evaluate marketing efforts--change if needed 7 2/13/2011B Product Place Promotion Promotion Price • • – – – – – – – – 8 2/13/2011B Market Opportunity Analysis Marketing Strategy Target Market Strategy Objectives Marketing Mix Product Distribution Promotion Price Control Implementation Evaluation Connecting Technologies •Computer •Information •Communication •Transportation Connections with Customers •Connecting more selectively •Connecting for life •Connecting Directly Connections with Marketing Partners •Connecting with other company departments •Connecting with suppliers and distributors •Connecting through Mr Vo Hiep Hieu, MBA strategic alliances Connections with the world around us •Global Connections •Connections with values and responsibilities •Broadened connections 18 9 2/13/2011B Learn About & Track Customers With Databases Create Products & Services Tailored to Meet Customer Needs Connecting Technologies in Computers, Telecommunications, Information, & Transportation Help To: Communicate With Customers in Groups Or One-on-One Distribute Products More Efficiently & Effectively 19 • • – – – 20 10 2/13/2011B • • – – • – – 21 • – – • – 22 11 2/13/2011B • • – – – – 23 Global Connections Values Connections Broadening Connections Social Responsibility Connections 24 12 2/13/2011B 25 – – 13 ...
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