Principles of marketing: Chapter 1 - Introduction to Marketing

TS Nguy n Minh Đ c<br /> <br /> PRINCIPLES OF<br /> MARKETING<br /> Dr. NGUYEN MINH DUC<br /> NONG LAM UNIVERSITY HCM CITY<br /> <br /> 1<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> Marketing<br /> v<br /> v<br /> v<br /> v<br /> v<br /> v<br /> v<br /> v<br /> <br /> 1.<br /> 2.<br /> 3.<br /> 4.<br /> 5.<br /> 6.<br /> 7.<br /> 8.<br /> <br /> 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 /> <br /> 2<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> 1<br /> <br /> TS Nguy n Minh Đ c<br /> <br /> Chapter 1.<br /> Introduction to Marketing<br /> <br /> Strategic Marketing & Customer Service<br /> <br /> 3<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> 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 /> <br /> 4<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> 2<br /> <br /> TS Nguy n Minh Đ c<br /> <br /> 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 /> <br /> 5<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> 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 /> <br /> 6<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> 3<br /> <br /> TS Nguy n Minh Đ c<br /> <br /> 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 /> <br /> 7<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> Introduction<br /> v<br /> v<br /> v<br /> v<br /> v<br /> v<br /> v<br /> <br /> 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 /> <br /> 8<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> 4<br /> <br /> TS Nguy n Minh Đ c<br /> <br /> 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 /> <br /> 9<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> 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 /> <br /> 10<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguyen Minh Duc 2010<br /> <br /> 5<br /> <br />