MÔN HỌC: TIẾP THỊ

Giảng viên: TS. Lê Song Thanh Quỳnh

Email: lstquynh@[Link]

Hình thức đánh giá

- Tiểu luận/Bài tập lớn: 30%
- Bài tập cá nhân/kiểm tra giữa kỳ: 20%
- Thi: 50%
 Tuần 1
I. Sinh viên lập nhóm

II. Nhóm sinh viên chọn 1 dòng/họ sản phẩm.

III. Nhóm sinh viên đặt tên cho sản phẩm và

thương hiệu của nhóm mình – Giải thích ý
nghĩa tên thương hiệu.
 Chapter One

INTRODUCTION

Dr. LE SONG THANH QUYNH

Email: lstquynh@[Link]
Copyright © 2009 Pearson Education, Inc. Chapter 1- slide 1
Publishing as Prentice Hall
 Topic Outline
1. Define marketing and outline the steps in the marketing
process
2. Understanding the Marketplace and Customer Needs
3. Designing a Customer-Driven Marketing Strategy
4. Preparing an Integrated Marketing Plan and Program
5. Building Customer Relationships
6. Capturing Value from Customers
7. The Changing Marketing Landscape

Chapter 1- slide 4
 What is Marketing?
Marketing is a process by which companies
create value for customers and build strong
customer relationships to capture value from
customers in return

Chapter 1- slide 5
 Marketing Process
This important figure shows marketing in a nutshell.
By creating value for customers, marketers capture
value from customers in return. This five-step
process forms the marketing frame work for the rest
of the chapter and the remainder of the text.

Understand Construct an Capture

Design Build profitable
the marketplace integrated value from
Customer-driven relationships
and customer marketing customers to
marketing and create create profits
needs and strategy program that
customer and
wants delivers
delight customer
superior value
equity

Create value for customers and

build customer relationships

Chapter 1- slide 4
 Understanding the Marketplace
and Customer Needs

Core Concepts
• Customer needs, wants, and demands
• Market offerings
• Customer Value and satisfaction
• Exchanges and relationships
• Markets

Chapter 1- slide 7
Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands

Chapter 1- slide 8
Understanding the Marketplace
and Customer Needs
 Understanding the Marketplace
and Customer Needs
• Market offerings are some combination of
products, services, information, or
experiences offered to a market to satisfy a
need or want

• Marketing myopia is focusing only on

existing wants and losing sight of underlying
consumer needs

Chapter 1- slide 10
Understanding the Marketplace
and Customer Needs
Customer Value and Satisfaction
Expectations

Chapter 1- slide 11
 Understanding the Marketplace
and Customer Needs

Exchange is the act of obtaining a desired

object from someone by offering something
in return

Markets are the set of actual and potential

buyers of a product or service

Chapter 1- slide 12
 Designing a Customer-Driven
Marketing Strategy

Marketing management is the art and science

of choosing target markets and building
profitable relationships with them
– What customers will we serve?

– How can we best serve these customers?

Chapter 1- slide 13
 Designing a Customer-Driven
Marketing Strategy

Selecting Customers to Serve

Market segmentation refers to dividing the

markets into segments of customers
Target marketing refers to which
segments to go after

Chapter 1- slide 14
 Designing a Customer-Driven
Marketing Strategy

Selecting Customers to Serve

Demarketing is marketing to reduce demand

temporarily or permanently; the aim is not to
destroy demand but to reduce or shift it

Chapter 1- slide 15
 Designing a Customer-Driven
Marketing Strategy

Choosing a Value Proposition

• The value proposition is the set of benefits or

values a company promises to deliver to
customers to satisfy their needs

Chapter 1- slide 16
Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations

Chapter 1- slide 17
 Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations

Production concept is the idea that consumers

will favor products that are available or highly
affordable

Chapter 1- slide 18
 Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations
Product concept is the idea that consumers
will favor products that offer the most quality,
performance, and features.
Organizations should therefore devote its
energy to making continuous product
improvements.
Chapter 1- slide 19
 Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations

Selling concept is the idea that consumers will

not buy enough of the firm’s products unless it

undertakes a large scale selling and promotion

effort

Chapter 1- slide 20
 Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations

Marketing concept is the idea that achieving

organizational goals depends on knowing
the needs and wants of the target markets
and delivering the desired satisfactions
better than competitors do

Chapter 1- slide 21
 Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations

Societal marketing concept is the idea that a

company should make good marketing
decisions by considering consumers’ wants,
the company’s requirements, consumers’
long-term interests, and society’s long-run
interests

Chapter 1- slide 22
 Preparing an Integrated Marketing
Plan and Program
• The marketing mix is the set of tools (four
Ps) the firm uses to implement its marketing
strategy. It includes product, price,
promotion, and place.
• Integrated marketing program is a
comprehensive plan that communicates and
delivers the intended value to chosen
customers.

Chapter 1- slide 23
 Building Customer Relationships

Customer Relationship Management (CRM)

• The overall process of building and

maintaining profitable customer relationships
by delivering superior customer value and
satisfaction

Chapter 1- slide 24
Building Customer Relationships

Relationship Building Blocks: Customer

Value and Satisfaction

Chapter 1- slide 25
 Building Customer Relationships
The Changing Nature of Customer
Relationships
• Relating with more carefully selected
customers uses selective relationship
management to target fewer, more
profitable customers

• Relating more deeply and interactively by

incorporating more interactive two way
relationships through blogs, Websites, online
communities and social networks
Chapter 1- slide 26
 Building Customer Relationships

Partner relationship management involves

working closely with partners in other
company departments and outside the
company to jointly bring greater value to
customers

Chapter 1- slide 27
 Building Customer Relationships
Partner Relationship Management
• Partners inside the company is every
function area interacting with customers
– Electronically
– Cross-functional teams
• Partners outside the company is how
marketers connect with their suppliers,
channel partners, and competitors by
developing partnerships
Chapter 1- slide 28
 Building Customer Relationships
Partner Relationship Management

• Supply chain is a channel that stretches

from raw materials to components to
final products to final buyers
• Supply management
• Strategic partners
• Strategic alliances

Chapter 1- slide 29
 Capturing Value from Customers
Creating Customer Loyalty and
Retention

• Customer lifetime value is the value of

the entire stream of purchases that the
customer would make over a lifetime of
patronage

Chapter 1- slide 30
 Capturing Value from Customers
Growing Share of Customer

Share of customer is the portion of the

customer’s purchasing that a company
gets in its product categories

Chapter 1- slide 31
 Capturing Value from Customers

Customer equity is the total combined

customer lifetime values of all of the
company’s customers

Chapter 1- slide 32
 Capturing Value from Customers
Building Customer Equity
• Building the right relationships with the right
customers involves treating customers as
assets that need to be managed and
maximized

• Different types of customers require

different relationship management
strategies
– Build the right relationship with the right
customers
Chapter 1- slide 33
The New Marketing Landscape

Major Developments

Chapter 1- slide 34