Bài giảng Marketing: Chương 1 - Pham Khac Thong, MBA

In today's dynamic business environment, a robust marketing strategy is paramount for organizational longevity and success. This chapter underscores the fundamental role of strategic marketing in fostering sustainable customer relationships. It delves into the essential principle that the core purpose of any business is not merely to sell, but to effectively create and retain the right customers by understanding and satisfying their evolving needs and wants. By examining foundational marketing concepts, this overview provides critical insights into how organizations can strategically align their efforts to deliver unparalleled customer value and achieve competitive advantage in the marketplace.

Students of business and marketing, aspiring marketing professionals, and business managers seeking a foundational understanding of strategic marketing principles.

This academic overview provides a comprehensive exploration of strategic marketing, commencing with a foundational definition that positions marketing as a societal process. It emphasizes how individuals and groups fulfill their needs and wants through the systematic creation, offering, and exchange of products and value with others. The discussion meticulously outlines the evolution of marketing thought, contrasting old and new concepts, and addresses potential conflicting management philosophies regarding its function. A central tenet explored is the critical role of the Marketing Mix, famously known as the Four Ps: Product, Price, Place (Distribution), and Promotion. Each element is presented as an integral lever that businesses strategically manage to approach their target market effectively and satisfy customer needs and wants. Furthermore, the chapter breaks down the Promotional Mix, detailing its key components which include advertising, sales promotion, personal selling, and public relations. Understanding these elements is crucial for communicating value and engaging with customers. The overarching implication is that a well-executed strategic marketing framework, built upon a clear understanding of customer relationships and value creation, is indispensable for any organization aiming for sustained growth and success in a competitive landscape.