Lectures Marketing management: Chapter 1 - ThS. Nguyễn Tiến Dũng

Lectures "Marketing management - Chapter 1: Defining marketing for the 21st century" provides students with the knowledge: The importance of marketing, the scope of marketing, core marketing concepts, the new marketing realities, company orientation toward the, marketplace. Invite you to refer to the disclosures.
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Lectures Marketing management: Chapter 1 - ThS. Nguyễn Tiến Dũng CHAPTER 1DEFINING MARKETING FOR THE 21ST CENTURY Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vnMain Contents1. The Importance of Marketing2. The Scope of Marketing3. Core Marketing Concepts4. The New Marketing Realities5. Company Orientation toward the Marketplace6. The New Four Ps7. Marketing Management Tasks© Nguyễn Tiến Dũng 21. The Importance of Marketing● Financial success depends on marketing ability● Chief Marketing Officer (CMO)● Marketing for business organisations● Marketing for non-profit organisations● Marketing for individuals● Discussion: ● Marketing is as important as other departments ● Marketing is more important than other departments© Nguyễn Tiến Dũng 32. The Scope of Marketing● What Is Marketing?● What Is Marketed?● Who Markets?© Nguyễn Tiến Dũng 4What is marketing?● Managerial definition of marketing: ● 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● Social definition of marketing: ● A societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others© Nguyễn Tiến Dũng 5What is marketing management?● The art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.© Nguyễn Tiến Dũng 6What is marketed? ● Physical products ● Services ● Events ● Experiences ● Persons ● Places ● Properties ● Organizations ● Information ● Ideas© Nguyễn Tiến Dũng 7● The Rolling Stones have done a masterful job of marketing their rebellious form of rock and roll to audiences of all ages.© Nguyễn Tiến Dũng 8Places Marketing● For a city like Las Vegas that thrives on tourism, good marketing is essential.© Nguyễn Tiến Dũng 9Who markets?● Who markets? ● Marketer ● Prospect● States of demand: ● Negative demand: dislike ● Nonexistent demand: unaware ● Latent demand: unsatisfied ● Declining demand: falling ● Irregular demand: seasonal or uneven ● Full demand ● Overfull demand ● Unwholesome demand: negative social consequences© Nguyễn Tiến Dũng 10Idea Marketing● One of the most important areas of marketing is the work that social marketers do to promote socially desirable behaviors.© Nguyễn Tiến Dũng 11Structure of Flows in a Modern Exchange Economy© Nguyễn Tiến Dũng 12A Simple Marketing System© Nguyễn Tiến Dũng 133. Core Marketing Concepts● Needs, Wants, and Demands● Market segmentation, target Markets, Positioning● Market places, market spaces, metamarkets● Offerings and Brands● Value and Satisfaction● Marketing Channels● Supply Chain● Competition● Marketing Environment© Nguyễn Tiến Dũng 14Five Types of Needs● Stated needs● Real needs● Unstated needs● Delight needs● Secret needs© Nguyễn Tiến Dũng 154. The New Marketing Realities● Major Societal Forces● New Company Capabilities● Marketing in Practice© Nguyễn Tiến Dũng 16Major Societal Forces● Network information technology.● Globalization● Deregulation● Privatization● Heightened competition● Industry convergence● Retail transformation● Disintermediation● Consumer buying power● Consumer information● Consumer participation● Consumer resistance© Nguyễn Tiến Dũng 17Marketing in Practice* New Consumer Capabilities New New Marketing Company Forces Capabilities New Marketing Management Practice© Nguyễn Tiến Dũng 18CMO: A challenging job*● A well-publicized survey revealed that the average CMO tenure at U.S. companies is about 28 months, well below the average tenure of CEOs (54 months) or other C-level positions.● Reasons: ● Management expectations var ...