Bài giảng Marketing thủy sản: Chương 1 - Giới thiệu về Marketing

Introduction to Marketing<br /> MARKETING TH Y S N<br /> Chương 1: Gi i thi u v marketing<br /> <br /> N i dung chương<br /> Hi u các khái ni m v ti p th<br /> khá<br /> Tìm hi u các n i dung trong h n h p<br /> marketing (Marketing mix) và qui trình<br /> trì<br /> marketing<br /> 3. Th o lu n v vai trò c a marketing<br /> trong kinh doanh<br /> 1.<br /> 2.<br /> <br /> TS. Nguy n Minh Đ c<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Costs<br /> About 50% of total<br /> product costs are<br /> marketing costs<br /> <br /> T i sao ph i h c<br /> marketing?<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Careers<br /> About 25 to 33% of<br /> the work force hold<br /> marketing positions.<br /> <br /> Why Study<br /> Marketing ?<br /> <br /> Contributions to<br /> Individual Organizations<br /> Critical to the success<br /> of a firm<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Contributions to Society<br /> Marketing decisions affect<br /> the lives of individual<br /> consumers and society as<br /> a whole<br /> <br /> 1<br /> <br /> T i sao ph i h c Marketing?<br /> <br /> What do Marketers Think About?<br /> <br /> l<br /> <br /> Marketing đóng vai trò quan tr ng trong xã h i<br /> <br /> Ex: Open a Book shop On Campus<br /> <br /> l<br /> <br /> S ng còn đ i v i doanh nghi p<br /> <br /> C<br /> <br /> Is there a need?<br /> <br /> l<br /> <br /> T o ra nhi u cơ h i vi c làm<br /> <br /> C<br /> <br /> Who is my target market?<br /> <br /> C<br /> <br /> What is my product?<br /> <br /> C<br /> <br /> How can I produce and deliver a “product” better<br /> than my competitors?<br /> <br /> C<br /> <br /> How will I promote my product?<br /> <br /> C<br /> <br /> How can I insure customer loyalty?<br /> <br /> l<br /> <br /> nh hư ng đ n cu c s ng chúng ta m i ngày<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Marketing is....<br /> getting the right products<br /> to the right people<br /> at the right price<br /> and at the right place and time<br /> with the right promotion<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Marketing là gì?<br /> Có r t nhi u đ nh nghĩa v marketing, trong đó,<br /> Philip Kotler, cha đ c a marketing hi n đ i đã<br /> đ nh nghĩa:<br /> l<br /> <br /> l<br /> <br /> “Marketing is a social and managerial process by<br /> which individuals and groups obtain what they<br /> need and want through creating and exchanging<br /> products and value with others”<br /> others”<br /> Marketing là m t quá trình qu n lý mang tính xã<br /> quá trì<br /> h i. V i quá trình đó, các cá nhân và t ch c đ t<br /> quá trì<br /> đư c nh ng gì h c n và h mu n thông qua vi c<br /> t o ra và trao đ i các s n ph m và giá tr v i nhau.<br /> giá<br /> nhau.<br /> <br /> Prepared by NMDuc 2009<br /> <br /> 2<br /> <br /> Marketing là gì?<br /> l<br /> <br /> l<br /> <br /> Marketing là m t quá trình ra quy t đ nh liên<br /> t c, năng đ ng và mang tính chi n lư c<br /> Quá trình ho ch đ nh chi n lư c c a m t<br /> doanh nghi p s t n d ng s c m nh và ngu n<br /> l c c a nó đ n m b t các cơ h i ti m năng<br /> luôn t n t i trong môi trư ng kinh doanh.<br /> <br /> Marketing là m t tri t lý kinh doanh<br /> B n tri t lý kinh doanh (Business philisophies):<br /> 1.<br /> <br /> Đ nh hư ng s n ph m (Product Orientation)<br /> l<br /> <br /> 2.<br /> <br /> Đ nh hư ng bán hàng (Sales Orientation)<br /> l<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Marketing là m t tri t lý kinh doanh<br /> 3.<br /> <br /> Promotes the business philosophy of “selling<br /> what we make”<br /> <br /> Prepared by NMDuc 2009<br /> <br /> H th ng ti p th đơn gi n<br /> <br /> Đ nh hư ng th trư ng (Market Orientation)<br /> 1. Customer focus<br /> 2. Coordinated marketing effort<br /> 3. Long-term success<br /> <br /> 4.<br /> <br /> Focus on making products widely available,<br /> affordable, and require little selling effort<br /> <br /> Đ nh hư ng marketing trên quan h<br /> (Relationship Marketing Orientation)<br /> Create and sustain mutually satisfying long-term<br /> relationships with not only its customers but with<br /> other key players such as employees, suppliers,<br /> distributors, retailers, community, and society as<br /> a whole.<br /> <br /> l<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Prepared by NMDuc 2009<br /> <br /> 3<br /> <br /> Marketing là m t quá trình trao đ i<br /> l<br /> l<br /> l<br /> l<br /> l<br /> l<br /> l<br /> l<br /> <br /> Buying<br /> Selling<br /> Transporting<br /> Storing<br /> Financing<br /> Risk taking<br /> Standardization and grading<br /> Information acquisition and provision<br /> <br /> Marketing Mix<br /> l<br /> <br /> Product<br /> <br /> l<br /> <br /> Place (Distribution)<br /> <br /> l<br /> <br /> Promotion<br /> <br /> l<br /> <br /> Price<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Marketing Mix<br /> <br /> l<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Marketing Mix<br /> <br /> Product: Refers to goods, services,<br /> people, places and ideas<br /> Household consumers<br /> Business-to-business customers<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Place (Distribution)<br /> <br /> l<br /> <br /> l<br /> <br /> Marketing channel is the network of<br /> organizations that create time, place and<br /> ownership utilities for household<br /> consumers and business customers<br /> <br /> Prepared by NMDuc 2009<br /> <br /> 4<br /> <br /> Marketing Mix<br /> <br /> Marketing Mix<br /> <br /> Promotion<br /> <br /> l<br /> v<br /> <br /> l<br /> <br /> Integrated Marketing Communication<br /> (IMC): System of management and integration<br /> <br /> l<br /> <br /> of marketing communication elements<br /> l<br /> Advertising<br /> l<br /> PR<br /> l<br /> sales promotion<br /> l<br /> personal selling<br /> l<br /> sponsorship marketing<br /> l<br /> point-of-purchase communications<br /> <br /> l<br /> l<br /> l<br /> l<br /> l<br /> l<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Qui trình marketing<br /> l<br /> l<br /> l<br /> l<br /> l<br /> l<br /> l<br /> <br /> Nghiên c u và phân tích th trư ng<br /> Ch n th trư ng m c tiêu<br /> Xây d ng và đ nh v thương hi u<br /> Đ nh giá<br /> Qu ng bá<br /> Phân ph i<br /> D ch v h u mãi<br /> Prepared by NMDuc 2009<br /> <br /> Price - Pricing decisions are complex and are<br /> driven by a variety of considerations including:<br /> Customer demand<br /> costs<br /> information availability<br /> competition<br /> profit motives<br /> product considerations<br /> legal considerations<br /> <br /> Prepared by NMDuc 2009<br /> <br /> Tác đ ng c a Marketing đ i v i xã h i<br /> l<br /> <br /> l<br /> <br /> Khái ni m marketing xã h i (Societal<br /> marketing concept)<br /> Marketing là quá trình th a mãn nhu<br /> c u và mong mu n c a khách hàng<br /> theo cách mà c khách hàng và xã h i<br /> đ t đư c nhi u l i ích nh t<br /> <br /> Prepared by NMDuc 2009<br /> <br /> 5<br /> <br />