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Môn: Principle of Marketing (MAR211)

Trường: Đại học Ngoại Thương

Thông tin:

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Tác giả:

Profile Thu Hoàn
lOMoARcPSD| 36066900
lOM oA Rc PSD | 360 669 00
Changing economic environment: in the
uncertain economic times, brand value needs
to be balanced with long-term equity and
market share should be build strengthening
customer relationships.
Digital age: Internets provides new ways to
access customer information and
communicate, leading to growth of online
marketing
Growth of not-for-profit marketing:
marketing helps museums, zoos, hospitals
attract
funds and members. Additionally,
government employs social marketing to
discourage
smoking and increase concern for
environment + military recruits
Rapid globalization: managers are
increasingly focused not only on local, but
global
The Changing Marketing
Landscape
1.
Marketing
Creating Customer
Value and
Engagement
What is Marketing?
The process by which companies
engage customers, build strong
customer relationships, and create
customer value in order to capture value
from customers in return.
(1)
Needs, wants and demands; (2) market
(1)
(2)
(3)
Needs
States of felt deprivation.
Wants
The form human needs take as they
are shaped by culture and individual
personality.
Demands
Human wants that are backed by buying
power.
Some combination of products, services,
information, or experiences offered to a
market to satisfy a need or want.
Customers choose and buy based on formed
expectations about value and satisfaction
provided by market offerings. Marketers
should carefully adjust levels of expectation
views of processes in organizations.
Understanding the Marketplace
offerings (product, services and
as low levels fail to attract new buyers,
Call for more ethics and social responsibility:
social responsibility and environmental
concerns place increasingly stricter demands
on organizations; marketing aims at
profiting from serving current needs with a
long-term outlook.
and Customer Needs
experience); (3) value and satisfaction; (4)
exchanges and relationships; (5) markets
(4)
(5)
whereas high ones disappoint.
Exchange involves obtaining something (
satisfying needs) by offering something else
in return.
Marketing includes actions that help create,
maintain and grow desirable exchange
relationships with target segments involving
a product, service, idea, or other object
Markets grow from exchange and include the
set of all actual and potential buyers of
product or service.
Marketing involves managing markets,
searching for customers and their needs,
designing and pricing market offerings,
promoting and delivering them.
Customers are empowered by technology,
allowing customers to reach companies
Marketers must also deal with customer-
managed relationships
C
o
m
p
an
i
e
s
’
s
u
cc
e
ss
i
n
bu
i
l
di
n
g
v
a
l
u
a
bl
e
relationships depends on the marketing
system
which includes suppliers, competitors,
marketing intermediaries and consumers.
Understand the
marketplace and
customer needs
and wants
Research
customers and
the marketplace
Manage marketing
information and
customer data
Design a
customer value-driven marketing
strategy
Select customers
to serve: market
segmentation and
targeting
Decide on a value
proposition:
differentiation and
positioning
Product and
service design:
build strong
brands
Construct an
integrated
marketing program
that delivers
superior value
Pricing:
create real value
Distribution:
manage demand
and supply chains
Engage customers,
build profitable
relationships, and
create customer
delight
Customer
relationship
management: build
engagement and
strong relationships
with chosen
customers
Partner relationship
management: build
strong relationships
with marketing
partners
Create satisfied,
loyal customers
Capture value
from customers to
create profits and
customer equity
Capture customer
lifetime value
Increase share of
market and share
of customer
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lOMoAR cPSD| 36066900
l O M o AR c P SD | 36 0 66 9 00
The process by which companies
engage customers, build strong What is Marketing?
customer relationships, and create Research
customer value in order to capture value customers and Understand the from customers in return. the marketplace marketplace and
Changing economic environment: in the customer needs
uncertain economic times, brand value needs Manage marketing and wants
to be balanced with long-term equity and information and Needs
market share should be build strengthening customer data States of felt deprivation. customer relationships. Wants
Digital age: Internets provides new ways to Select customers
The form human needs take as they
access customer information and 1. Marketing to serve: market (1)
are shaped by culture and individual
communicate, leading to growth of online segmentation and personality. marketing targeting Creating Customer Design a
customer value-driven marketing
Growth of not-for-profit marketing: Value and Demands strategy Decide on a value
marketing helps museums, zoos, hospitals
Human wants that are backed by buying proposition: attract power. differentiation and
funds and members. Additionally, The Changing Marketing Engagement positioning
government employs social marketing to Landscape
Some combination of products, services, discourage (2)
information, or experiences offered to a
smoking and increase concern for
market to satisfy a need or want. Product and
environment + military recruits service design:
Customers choose and buy based on formed build strong
Rapid globalization: managers are
expectations about value and satisfaction brands
increasingly focused not only on local, but
provided by market offerings. Marketers (3) global
(1) Needs, wants and demands; (2) market
should carefully adjust levels of expectation Construct an Pricing:
views of processes in organizations. Understanding the Marketplace
offerings (product, services and
as low levels fail to attract new buyers, integrated create real value whereas high ones disappoint. and Customer Needs
experience); (3) value and satisfaction; (4) marketing program
Call for more ethics and social responsibility:
exchanges and relationships; (5) markets that delivers Distribution:
social responsibility and environmental
Exchange involves obtaining something ( superior value manage demand
concerns place increasingly stricter demands
satisfying needs) by offering something else and supply chains
on organizations; marketing aims at in return.
profiting from serving current needs with a (4) Promotion: long-term outlook.
Marketing includes actions that help create, communicate the
maintain and grow desirable exchange value proposition
relationships with target segments involving
a product, service, idea, or other object Customer
Markets grow from exchange and include the
set of all actual and potential buyers of relationship product or service. management: build engagement and strong relationships
Marketing involves managing markets, Engage customers, with chosen
searching for customers and their needs, build profitable (5) customers
designing and pricing market offerings, relationships, and
promoting and delivering them. create customer Partner relationship delight management: build
Marketers must also deal with customer- strong relationships managed relationships with marketing
Customers are empowered by technology, partners
allowing customers to reach companies
Companies’ success in building valuable
relationships depends on the marketing system Create satisfied,
which includes suppliers, competitors, loyal customers
marketing intermediaries and consumers. Capture value from customers to Capture customer create profits and lifetime value customer equity Increase share of market and share of customer