Tóm tắt lý thuyết Marketing căn bản - Chapter 1. Marketing: Creating Customer Value and Engagement
Tóm tắt lý thuyết Marketing căn bản - Chapter 1. Marketing: Creating Customer Value and Engagement. Giúp sinh viên tham khảo và học tập tốt bộ môn này. Mời bạn đọc đón xem!
Môn: Principle of Marketing (MAR211)
Trường: Đại học Ngoại Thương
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Chapter 1. Marketing: Creating Customer Value and Engagement WHAT IS MARKETING?
Is the process by which companies engage customers, build strong customer
relationships, and create customer value in order to capture value from customers in return.
Marketing process:
Understand the marketplace and customer needs and wants
Design a customer value-driven marketing stategy
Construct an integrated marketing program that delivers superior values
Build profitable relationships and create customer delight
Capture value from customers to create profits and customer equity (sales,
profit, market shares,…)
UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS
Marketing offerings: some combination of products, services, information, or
experiences offered to a market to satisfy a need/want (banking, airline, hotel,
retailing,…, persons, organization, information, ideas,..)
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Marketing myopia: the mistake of paying more attention to the specific products a
company offers than to the benefits and experiences produced by these products.
⇒ focus on existing wants & lose sight of underlying needs
DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND PLAN
Marketing management: the art & science of choosing target markets & building
profitable relationships with them ⇒ customer management & demand management
What customers will we serve?
market segmentation - target marketing
How can we best serve these customers?
Production concept:
consumers will flavor products that are available and highly affordable
companies should focus on improving production & distribution efficiency
Product concept:
consumer will flavor products that offer the most quality, performance, features
companies should devote their energy → making continuous product improvements
Selling concept:
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consumers will NOT buy enough products unless the firm undertakes a large-
scale selling and promotion effort
Marketing concept:
A philosophy in which achieving organizational goals depends on knowing the
needs & wants of target markets & delivering the desired satisfaction better than competitors do
Societal Marketing Concept: A company’s marketing decisions should consider
consumers’ wants, the company’s requirements, and society’s long-run interests.
Intergrated marketing program: a comprehensive plan that communicates and delivers
intended value to chosen customers.
The Marketing Mix: set of tools - 4Ps product price promotion place Double Bottom Line Triple Bottom Line
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MANAGING CUSTOMER RELATIONSHIPS AND CAPTURING CUSTOMER VALUE
Customer relationship management (CRM): the overall process of building,
maintaining profitable customer relationships by delivering superior customer value &
satisfaction in the broad sense
Relationship Building Blocks
Customer-perceived value: different between total customer perceived benefits
and customer cost (giá trị cảm nhận)
Customer satisfaction: the extent customer-perceived value match customer’s expectation
Customer Relationship Levels and Tools
Basic Relationships low-margin customers
Full Partnerships high-margin customers
Frequency Marketing Programs reward customers
Consumer-Generated Marketing: brand exchanges created by consumers themselves
- both invited and uninvited - by which consumers are playing an increasing role in
shaping their own brand experiences and those of other consumers
Customer Lifetime Value (CLV): value of entire stream of purchases that a customer
makes over a lifetime of patronage.
Customer Equity: the total combined CLV of all company’s customer; measure of
future value of the company’s customer base
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Building RIGHT relationships with RIGHT customers
THE CHANGING MARKETING LANDSCAPE
Not-for-profit marketing growth Rapid globalization Sustainable marketing
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