Marketing
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The document provides an overview of marketing, discussing key topics like: - The difference between micro and macro marketing - The marketing functions and specialists that perform them - How a market-driven economy adjusts the macro marketing system - The marketing concept and how it guides firms to create customer value and satisfaction - How social responsibility and ethics relate to the marketing concept The document is intended to help readers understand what marketing is, why it's important, and some of its fundamental principles. It provides foundational knowledge on various marketing topics in 3 sentences or less.
Marketing
- 1. MARKETINGS VALUE TO CONSUMERS, FIRMS, AND SOCIETY William D. Perreault Jr. & E. Jerome McCarthy Copyright 息 2009 by The McGraw-Hill Companies, Inc. All rights reserved. TR働畛NG 畉I H畛C NGO畉I NG畛- TIN H畛C THNH PH畛 H畛 CH MINH Ho Chi Minh City University of Foreign Languages Information Technology NGO BINH Senior Marketing Lecturer FIBA - HUFLIT Feb. 2020 www.huflit.edu.vn CHAPTER 1
- 2. www.huflit.edu.vn Know what marketing is and why you should learn about it. Understand the difference between micro-marketing and macro- marketing. Know the marketing functions and why marketing specialists including intermediaries and facilitatorsdevelop to perform them. Understand what a market-driven economy is and how it adjusts the macro-marketing system. Know what the marketing concept isand how it should guide a firm or nonprofit organization. Understand what customer value is and why it is important to customer satisfaction. Know how social responsibility and marketing ethics relate to the marketing concept. WHEN WE FINISH THIS LECTURE YOU SHOULD
- 3. www.huflit.edu.vn More than Selling and Advertising All Those Bicycles! MarketingWhats It All About?
- 4. www.huflit.edu.vn Analyze NeedsAnalyze Needs Predict WantsPredict Wants Estimate DemandEstimate Demand Predict WhenPredict When Determine WhereDetermine Where Estimate PriceEstimate Price Decide PromotionDecide Promotion Estimate CompetitionEstimate Competition Provide Service Things a Firm Should Do in Producing a Bike
- 5. www.huflit.edu.vn Creates Customer Satisfaction Marketing Makes sure right goods & services are produced Production Making Goods Performing Services Production vs. Marketing
- 6. www.huflit.edu.vn TYPES OF UTILITY AND HOW THEY ARE PROVIDED Provided by marketingProvided by production with guidance of marketing Task Time Place Possession Utility Value that comes from satisfying human needs Form
- 8. www.huflit.edu.vn Important to every consumer!Important to every consumer! Important to your job!Important to your job! Affects economic growth and standard of living! Marketing Is Important to You!
- 10. www.huflit.edu.vn OR Macro Social process Matches supply with demand Micro Set of activities Performed by organizations What Is Marketing?
- 11. www.huflit.edu.vn Profit and NonprofitProfit and Nonprofit More than Persuasion Begins with Needs Doesnt Go It Alone Involves Exchanges Builds Relationships Focus of Your Text Involves Exchanges More than Persuasion Begins with Needs Builds Relationships Doesnt Go It Alone Micro-Marketing Key Characteristics
- 13. www.huflit.edu.vn Every Economy Needs It Emphasis on Whole System Key Characteristics Matches Producers and Consumers Emphasis on Whole System Every Economy Needs It Macro-Marketing
- 14. www.huflit.edu.vn Marketing Functions Buying Selling Transporting Storing Standardization & Grading Financing Risk Taking Buying Selling Transporting Storing Standardization & Grading Financing Risk Taking Market Information 息 2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Universal Functions of Marketing
- 15. www.huflit.edu.vn Transport Firms ISP's Product Testing Firms Ad Agencies Research Firms Consumers Producers Wholesalers Other Specialists Retailers Who Performs Marketing Functions?
- 16. www.huflit.edu.vn OR Planned Economic System Government planners decide Can work well if: Simple economy Adverse Conditions Market-Directed System Adjusts itself Price is value measure Freedom of choice Governments role limited How Decisions Are Made in an Economic System
- 17. www.huflit.edu.vn Sell Surplus Focus: Simple Trade Era Increase Supply Sell Surplus Simple Trade Era Focus: Production Era Focus: Increase Supply Beat Competition Production Era Focus: Sales Era Focus: Sales Era Beat Competition Coordinate and Control Focus:Marketing Department Era Focus: Marketings Role Has Changed Over Time Marketing Department Era Coordinate and Control Marketing Company Era Long-Run Customer Satisfaction Focus: Focus:
- 18. www.huflit.edu.vn The Marketing Concept Customer Satisfaction Total Company Effort Profit THE MARKETING CONCEPT
- 20. www.huflit.edu.vn Adoption of the Marketing Concept +
- 21. www.huflit.edu.vn Take Customers Point of View Take Customers Point of View Customer May Not Dwell On Value Customer May Not Dwell On Value Where Does Competition Fit? Where Does Competition Fit? Customer Value Builds Relationships The Marketing Concept and Customer Value Costs Benefits
- 23. www.huflit.edu.vn Superior Customer Value Total Company Effort to Satisfy Customers Superior Customer Value Total Company Effort to Satisfy Customers Customer Acquisition Customer Satisfaction Customer Satisfaction Customer Retention Customer Acquisition Putting It All Together Customer Retention Profitable Relationships with Customers
- 24. www.huflit.edu.vn Support and Satisfied Customers Support and Satisfied Customers May Not Be Organized for Marketing May Not Be Organized for Marketing The Bottom LineThe Bottom Line Characteristics of Nonprofit Organizations Newcomers to Marketing Newcomers to Marketing The Marketing Concept Applies in Nonprofit Organizations Marketing Concept Provides Focus
- 26. www.huflit.edu.vn Social Responsibility Social Responsibility Should All Needs Be Satisfied? Should All Needs Be Satisfied? What if Profits Suffer? Micro-Macro Dilemma The Marketing Concept, Social Responsibility, and Marketing Ethics The Marketing Concept Guides Ethics 0 Group Needs Individual Needs
- 27. www.huflit.edu.vn Production Customer satisfaction Utility Form utility Task utility Time utility Place utility Possession utility Innovation Micro-marketing Pure subsistence economy Macro-marketing Economies of scale Universal functions of marketing Buying Selling Transporting Storing Standardization and grading Key Terms
- 28. www.huflit.edu.vn Financing Risk-taking Market information Intermediary Middleman Facilitators E-commerce Economic system Planned economic system Market-directed economic system Simple trade era Production era Sales era Marketing department era Marketing company era Marketing concept Production orientation Marketing orientation Customer value Key Terms
- 29. www.huflit.edu.vn Micro-macro dilemma Social responsibility Marketing ethics Key Terms