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MKT101
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About [LECTURER]
• NAME: TRAN DINH THANH
• Email: [email protected]
• Degree: Master in Management and Marketing
• Tomas Bata University in Czech Republic 2006
- 2011
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Rules?
1. Knowledge (Lectures, Materials, internet, partners…)
2. Soft skills (team works, presentation skills, analysis skills,
communication…)
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Course Introduction
Principles of Marketing is designed to provide students
with a comprehensive introduction to
basic marketing
concepts
and to explain the
role of marketing
in
modern organisations and in the society.
In this course, students will study about the
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Course Objectives
After taking this class, the students should all be able to:
1. Understand the concept and process of marketing
2. Be able to use the concepts of segmentation, targeting
and positioning
3. Understand the individual elements of the extended
marketing mix
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Textbook
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• Marketing definition
• Marketing Process
• Marketing framework of tasks
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Definition
•
Narrow
: Telling and Selling
•
Broadly
: The process by which companies
create value
for
customers and
build strong customer relationships
in order to
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The Marketing Process
Understand the marketplace and customer needs and wants Design a customer-driven marketing strategy Construct a marketing program that delivers superior value Build profitable relationships and create customer delight Capture value from customers to create profits and customer
equity
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Create Value for Customers
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Needs, Wants and Demands
• Human
needs
are states of felt deprivation
–
basic physical needs
for food, clothing, warmth
and safety;
–
social needs
for belonging and affection;
–
individual needs
for knowledge and
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Maslow's hierarchy of needs
Psychological needs (hunger, thirst …)
Safety needs (security, protection)
Social needs
(sense of belonging, love)
Esteem needs
(self-esteem, status)
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Needs, Wants and Demands
•
Wants
are the form human needs take as
they are shaped by culture and individual
personality.
• Wants are shaped by one's society and are
described in terms of objects that will satisfy
needs.
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Market offering, Exchange,
Transactions
•
Market:
the set of all actual and potential buyers of a
product or service.
•
Market offerings
are some combination of products,
services, information, or experiences offered to a market
to satisfy a need or want
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Markets
Consumer Market
- market where customers buy in
purpose of final usage.
Industrial Market
- market where companies buy in
purpose of another processing or production.
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Markets
Mercedes Auto
Doors
Tyres
Lights
Airbags
Dealer 1
Dealer 2
Dealer 3
Dealer 4
Customer 1 Customer 2 Customer 3
Rubber
Tyre cord
Reagent
Industrial Market
Business Market
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Understanding the Marketplace
and Customer Needs
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Designing a Customer-Driven
Marketing Strategy
Market segmentation
refers to dividing the
markets into segments of customers
Target marketing
refers to which segments
to go after
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Designing a Customer-Driven
Marketing Strategy
Choosing a Value Proposition
Value proposition
Set of benefits or
values a company
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Marketing mix (4Ps – 4Cs)
Marketing
mix
Price
Product
Promotion
Place
4C
4P
4P
4C
Customer
Value
Customer's
total costs
Communication
Convenience
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• You are selected to work with Starbuck
Coffee in Franchise contract to open 1
st
coffee shop in Vietnam.
- What should you do to create value for your
Vietnamese customers?
(Link to marketing
process, and try to image about your products, price,
place, and communication plans.)
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Building Customer Relationships
• The overall process of
building and maintaining
profitable customer
relationships by delivering
superior customer value
and satisfaction
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Building Customer Relationships
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Building Customer Relationships
• Consumer – managed: Mass customer
relationship to selected target customer
management
• Close and interactive – Customer –
managed relationship
• Consumer – generated marketing
• Partner relationship management : ( inside
and outside)
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Capturing Value from Customers
- Creating Customer Loyalty and Retention
-
Share of customer:
is the portion of the
customer’s purchasing that a company gets
in its product categories
-
Customer equity
is the total combined
customer lifetime values of all of the
company’s customers
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Capturing Value from Customers
• 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: (Strangers, butterflies, true
friends, barnacles)
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• What is Marketing?
• What is marketing process?
• Distinguish needs, wants, demand?
• What is CRM?
• What is customer’s share, customer’s
equity and value of customer relationship?
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