Principles of marketing: Chapter 1 - Introduction to Marketing

Principles of marketing: Chapter 1 - Introduction to Marketing is Marketing, more than any other business function, deals with customers; understanding, creating, communicating, and delivering customer value and satisfaction are at the very heart of modern marketing thinking and practice.
Nội dung trích xuất từ tài liệu:
Principles of marketing: Chapter 1 - Introduction to MarketingTS Nguy n Minh Đ cPRINCIPLES OFMARKETINGDr. NGUYEN MINH DUCNONG LAM UNIVERSITY HCM CITY1Nguyen Minh Duc 2010Marketingvvvvvvvv1.2.3.4.5.6.7.8.Introduction to MarketingThe Marketing EnvironmentStrategic and Marketing PlanningMarket Segmentation, Targeting and PositioningProduct ConceptPricing ProductsPlace (Distribution Channel)Promotion2Lưu ý: Ch s d ng n i b cho sinh viênKTS, ðH Nông Lâm TPHCM, nghiêmc m sao chép, upload, ph bi n t t ccác hình th cNguyen Minh Duc 20101TS Nguy n Minh Đ cChapter 1.Introduction to MarketingStrategic Marketing & Customer Service3Nguyen Minh Duc 2010Introductionv Marketing, more than any other business function,deals with customers.v Understanding, creating, communicating, and deliveringcustomer value and satisfaction are at the very heart ofmodern marketing thinking and practice.v The twofold goal of marketing is:v 1. To attract new customers by promising superior valueandv 2. To keep current customers by delivering satisfaction.4Lưu ý: Ch s d ng n i b cho sinh viênKTS, ðH Nông Lâm TPHCM, nghiêmc m sao chép, upload, ph bi n t t ccác hình th cNguyen Minh Duc 20102TS Nguy n Minh Đ cIntroductionv The highly successful companies know thatif they take care of their customers, marketshare and profits will follow.v This course will give you a more completeand formal introduction to the basicconcepts and practices of today’s marketing.5Nguyen Minh Duc 2010Introductionv What does the term “Marketing” mean?v Many people think of “Marketing” only asselling and advertising.v However, selling and advertising are onlytwo of many marketing functions and areoften not the most important ones.6Lưu ý: Ch s d ng n i b cho sinh viênKTS, ðH Nông Lâm TPHCM, nghiêmc m sao chép, upload, ph bi n t t ccác hình th cNguyen Minh Duc 20103TS Nguy n Minh Đ cIntroductionv Marketing starts long before a company has a product.v Marketing is the homework that managers undertake toassess needs, measure their extent and intensity, anddetermine whether a profitable opportunity exists.v Marketing continues throughout the product’s life,trying to find new customers and keep currentcustomers by improving product appeal andperformance, learning from product sales results, andmanaging repeat performance.7Nguyen Minh Duc 2010IntroductionvvvvvvvIf the marketer does a good job of:-understanding consumer needs,-develops products that provide superior value, and-prices,-distributes, and-promotes them effectively,these products will sell very easily.8Lưu ý: Ch s d ng n i b cho sinh viênKTS, ðH Nông Lâm TPHCM, nghiêmc m sao chép, upload, ph bi n t t ccác hình th cNguyen Minh Duc 20104TS Nguy n Minh Đ cDefinition of Marketingv “Marketing is the process of planning, and executingthe conception, pricing, promotion, and distributionof ideas, goods, and services to create exchangesthat satisfy individual and organizational objectives.”---The American Marketing Association(www.ama.org)v “Marketing is the delivery of customer satisfaction ata profit.”---Kotler & Armstrong9Nguyen Minh Duc 2010Definition of Marketingv “Marketing is the process of determiningcustomer wants and needs and thenproviding the goods and services that meetor exceed expectations.”i.e Marketing is a process of exchangingideas, goods, and services to maximizecustomer satisfaction.10Lưu ý: Ch s d ng n i b cho sinh viênKTS, ðH Nông Lâm TPHCM, nghiêmc m sao chép, upload, ph bi n t t ccác hình th cNguyen Minh Duc 20105