TS Nguy n Minh Đ c<br />
<br />
PRINCIPLES OF<br />
MARKETING<br />
Dr. NGUYEN MINH DUC<br />
NONG LAM UNIVERSITY HCM CITY<br />
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Nguyen Minh Duc 2010<br />
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Marketing<br />
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Introduction to Marketing<br />
The Marketing Environment<br />
Strategic and Marketing Planning<br />
Market Segmentation, Targeting and Positioning<br />
Product Concept<br />
Pricing Products<br />
Place (Distribution Channel)<br />
Promotion<br />
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TS Nguy n Minh Đ c<br />
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Chapter 1.<br />
Introduction to Marketing<br />
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Strategic Marketing & Customer Service<br />
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Nguyen Minh Duc 2010<br />
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Introduction<br />
v Marketing, more than any other business function,<br />
deals with customers.<br />
v Understanding, creating, communicating, and delivering<br />
customer value and satisfaction are at the very heart of<br />
modern marketing thinking and practice.<br />
v The twofold goal of marketing is:<br />
v 1. To attract new customers by promising superior value<br />
and<br />
v 2. To keep current customers by delivering satisfaction.<br />
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TS Nguy n Minh Đ c<br />
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Introduction<br />
v The highly successful companies know that<br />
if they take care of their customers, market<br />
share and profits will follow.<br />
v This course will give you a more complete<br />
and formal introduction to the basic<br />
concepts and practices of today’s marketing.<br />
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Introduction<br />
v What does the term “Marketing” mean?<br />
v Many people think of “Marketing” only as<br />
selling and advertising.<br />
v However, selling and advertising are only<br />
two of many marketing functions and are<br />
often not the most important ones.<br />
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TS Nguy n Minh Đ c<br />
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Introduction<br />
v Marketing starts long before a company has a product.<br />
v Marketing is the homework that managers undertake to<br />
assess needs, measure their extent and intensity, and<br />
determine whether a profitable opportunity exists.<br />
v Marketing continues throughout the product’s life,<br />
trying to find new customers and keep current<br />
customers by improving product appeal and<br />
performance, learning from product sales results, and<br />
managing repeat performance.<br />
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Introduction<br />
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If the marketer does a good job of:<br />
-understanding consumer needs,<br />
-develops products that provide superior value, and<br />
-prices,<br />
-distributes, and<br />
-promotes them effectively,<br />
these products will sell very easily.<br />
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Definition of Marketing<br />
v “Marketing is the process of planning, and executing<br />
the conception, pricing, promotion, and distribution<br />
of ideas, goods, and services to create exchanges<br />
that satisfy individual and organizational objectives.”<br />
---The American Marketing Association<br />
(www.ama.org)<br />
v “Marketing is the delivery of customer satisfaction at<br />
a profit.”<br />
---Kotler & Armstrong<br />
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Definition of Marketing<br />
v “Marketing is the process of determining<br />
customer wants and needs and then<br />
providing the goods and services that meet<br />
or exceed expectations.”<br />
i.e Marketing is a process of exchanging<br />
ideas, goods, and services to maximize<br />
customer satisfaction.<br />
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10<br />
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