Xem mẫu
- M ar i
ketng
- W hati m ar i
s ketng?
- • Accor ng o he aldefnii
di t t soci i ton,
m ar i s et pr
ketng i soci al ocess w hi
by ch
i vi
ndi dual orgr
s oups ai w hatt
obt n hey
need and antt ough eatng,oferng,
w hr cr i f i
exchangi oduct and vi of
ng pr s ser ces
val feel w ih her
ue r y t ot s.
- • The ercan ar i Associ i
Am i M ketng aton
ofer m anageraldefnii
f s i i ton:
M ar i ( anagem ent s he ocess
ketng m )i t pr of
planni and
ng executng he
i t concepton,
i
prci om oton,and sti i of
i ng,pr i di rbuton
i
deas,goods,and vi t cr e
ser ces o eat
exchanges hatsatsf i vi
t i y ndi dualand
organi i
zatonalgoal
s.
- The
Scope ar i
ofM ketng
M ar i peopl ar i ved n
ketng e e nvol i
m ar i 10 ypes ii
ketng t ofenttes:goods,
ser ces,experences,event sons,
vi i s,per
places,pr
operi gani i
tes,or zatons,
i or aton,and deas.
nf m i i
- M ar i net or
ketng w k
A ar i net or consi s he
m ketng w k st oft
com pany and t suppori st
is tng akehol s
der
— cust er pl
om s,em oyees,suppler
i s,
di rbut s,r aier agenci
sti or et l s,ad es,
uni siy entst
ver t sci i s,and her w ih
ot s— t
w hom thas l ut l pr iabl
i buitm ualy oft e
business el i
r atonshi
ps.
The oper i prnci e s m pl l an
atng i pl i si e:buid
efectve w or ofr atonshi w ih
f i net k el i ps t key
stakehol s,and oft w ilf l .
der pr is l olow
- M ar pl
ket ace
• The ar pl
m ket ace s i physi ,such a
cal as
st e
or you shop n;m ar space s gial
i ket i di t ,
as hen
w you shop t I er .
on he nt net
- M arket
• M ar s
keti condii per is
ton m t buyer and
s
seler w or t
l s k oget .
her
- M ar esear
ketr ch
• Secondar dat
y a
• Prm ar dat
i y a
- C or M ar i C oncept
e ketng s
• N eeds,W ant
s,and em ands
D
• M ar
ketSegm ent i
aton
• Br ands and adem ar
Tr ks
• Val and i acton
ue Satsf i
• M ar i C hannel
ketng s
- N eeds,W ant
s,and em ands
D
• N eeds e he
ar t basi hum an equiem ent
c r r s.
Peopl need r ood,w at ,cl hi
e ai,f er ot ng,and
shelert sur ve.Peopl al have r
t o vi e so stong
needs orr eaton,educaton,and
f ecr i i
ent t nm ent
erai .
• These needs becom e ant w hen hey
w s t
ar diect t specii obj s hatm i
e r ed o fc ect t ght
satsf t need.
i y he
- Exam pl
e
• A consum eri t U nied at needs
n he t St es
food ay anta
butm w ham bur ,fench
ger r
fi
res,and sof i per
a tdrnk.A son n i
M aurtus
ii needs ood ay anta
f butm w
m ango,rce,l is,and
i entl beans.W ant ar
s e
shaped oursoci y.
by et
- D em and
• D em ands e ant f
ar w s orspecii pr
fc oduct s
backed an lt t pay.M any
by abiiy o people
w anta er
M cedes;onl a ew e ilng
y f ar w li
and e o
abl t buy one.C om pani m ust
es
m easur notonl how any
e y m peopl w ant
e
t rpr
hei oduct so
,butal how any oul
m w d
act l be ilng
ualy w li and e abl
t buy t
o i.
- ar s
M ket Segm ent i
aton
• W ho s he ar ar ora oduct
i t t getm ketf pr ?
Industi oduct(
ralpr B2B)
C onsum erpr
oduct(
B2C )
Publc
i goods B2G )
(
- 4
basi m et
c hods orsegm entng
f i
a ar
m ket
• Pr oduct–r at
el ed:com f t et uxur
or,saf y,l y,
good ueor m oney,conveni
val f ence,
dur lt c.
abiiy,et
• D em ogr aphi
c:age,gender
,educaton,
i
f iy ie e,i
am l lf cycl ncom e,educaton,et
i c.
• Psychogr aphi tt
c:atiudes,lf yl
iest e,
opi ons,val
ni ues,selm age,et
fi c.
• G eogr aphi :r on,post
cal egi code,et
c.
- Exam pl
e
• Forexam pl vo
e,Vol devel ops t car f
is s or
buyer t w hom et i a aj
s o saf y s m orconcer n.
Vol her or
vo,t ef e,posii tons t caras he
is t
saf cust ercan
esta om buy. om pani
C es
do best hen t
w hey choose hei ar
t rt get
m ar ( ef l and epar t l ed
kets)car uly pr e aior
m ar i pr am s.
ketng ogr
- Brands
and adem ar
Tr k
• Brand:a
nam e,sym bolordesi (
gn orsom e
com bi i hati
naton)t dentf a oduct
iy pr
• Tradem ar nam e
k:a orsym bolt
hatcannot
be used anot oducer
by herpr
• Band oyaly
l t passes hrt ough hr st
t ee ages:
1. and ar
Br aw eness
2. and ef ence
Br r er
3. and nsi ence
Br i st
- Val and i acton
ue Satsf i
• Val r l s he
ue efect t sum he cei
oft per ved angi e
t bl
and nt
i angi e
bl beneft and
is cost t cust er
s o om s.
I’ prm arl a
ts i iy com bi i ofqualt vi
naton iy,ser ce,
and i ( qsp” ,caled he cust erval
prce “ ) l t “ om ue
ti ”
rad.
• Satsf i r l s per
i acton efect a son’ j s udgm ent ofa
s
products cei
’ per ved f m ance n el i
peror i r atonshi p
t expect i
o atons.I he f m ance als
ft peror f l shor
tof
expect i
atons,t cust eri di i i and
he om s ssatsfed
disappoi ed.I tm at
nt fi ches expect i
atons,t
he
cust eri satsfed.I texceeds hem ,t
om s i i fi t he
cust eri delght
om s i ed.
- M ar i C hannel
ketng s
• C om m uni i channel delverand ecei
caton s i r ve
m essages r ar
fom t getbuyer and ncl
s i ude
new spaper agazi
s,m nes,r o,t evi on,m ai,
adi el si l
t ephone,bil
el lboar
ds,post s,fi s,C D s
er ler
• D i rbuton
sti i channel t di ay,sel,ordelver
s o spl l i
t physi oduct orser ce( o he
he calpr s vi s)t t buyer
oruser
.They ncl
i ude sti or hol er
di rbut s,w esal s,
r aier
et l s,and agents.
• Ser ce
vi channel t car y r
s o r outtansactons ih
i wt
pot i
entalbuyer vi channel i ude
s.Ser ce s ncl
w ar ehouses,tansporaton
r t i com pani
es,banks,
and nsur
i ance com pani t aciiat
es hatf lt e
tansactons.
r i .
- M ar i stat
ketng r egy
• Anal s he i
ysi oft w derbusi ness
envionm ent or specii l he
r .M e fcaly:t
poltcall
ii /egal ,econom i alculur ,
c,soci / t al
and echnol calf or oper i i t
t ogi act s atng n he
ext nalw ord.(
er l PEST)
• Identfcaton
ii i and anal s ar
ysi oft get
m ar s ornew oduct
ket f pr s.
• Sal goal i t m um e
es s n er ofvol and evenue
r
• The ar i budget
m ketng
• El ent oft m ar i m i and i i
em s he ketng x tm ng
nguon tai.lieu . vn
