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C1 b
- 1. §¹i häc Kinh tÕ quèc d©n Ch¬ng 1: B¶n chÊt marketing MBA, Pham Van Tuan – Marketing - NEU
- 2. Néi dung Marketing vµ c¸c kh¸i niÖm liªn quan KÕ ho¹ch ho¸ chiÕn lîc vµ qu¶n trÞ qui tr×nh marketing Ph©n tÝch m«i trêng marketing Ph©n ®o¹n, lùa chän ®o¹n môc tiªu vµ ®Þnh vÞ s¶n phÈm trªn thÞ trêng C¸c d¹ng chiÕn lîc marketing ThiÕt kÕ marketing hçn hîp
- 3. Marketing vµ c¸c kh¸i niÖm liªn quan Kh¸i niÖm nhu cÇu vµ marketing C¸c quan ®iÓm marketing Chøc n¨ng cña marketing C¸c cÊp ®é cña marketing Xu híng vËn ®éng cña marketing
- 4. Kh¸ch hµng lµ ai Kh¸ch hµng lµ ngêi quan träng nhÊt trong doanh nghiÖp cña chóng ta Chóng ta phô thuéc vµo kh¸ch hµng
- 5. Kh¸ i niÖ m m a rke ting Marketing lµ tËp hîp c¸c ph¬ng ph¸p vµ ph ¬ng tiÖn cña mét tæ chøc nh»m ®Ó kÝch thÝch nh÷ng hµnh vi thuËn lîi cña nhãm c«ng chóng mµ tæ chøc quan t©m, ®èi víi viÖc thùc hiÖn c¸c môc tiªu riªng cña m×nh ChÝnh nhê viÖc tho¶ m·n kh¸ch hµng tèt h¬n so víi c¸c ®èi thñ c¹nh tranh mµ mét tæ chøc ®¹t ®îc c¸c môc tiªu cña m×nh
- 6. Hệ thống Marketing đơn giản
- 7. C¸c kh¸i niÖm liªn quan Nhu cÇu, mong muèn vµ cÇu thÞ trêng S¶n phÈm, dÞch vô Gi¸ trÞ, chi phÝ vµ sù tho¶ m·n Trao ®æi, giao dÞch vµ c¸c quan hÖ ThÞ trêng
- 8. C¸c lo¹i nhu cÇu T×nh tr¹ng Nhu cÇu tù nhiªn thiÕu thèn C¸c s¶n phÈm lùa chän s½n cã Nhu cÇu cô thÓ Thu nhËp Nhu cÇu cã kh¶ n¨ng thanh to¸n QuyÕt ®Þnh mua hµng
- 9. L Ých îi Kh¸ch hµng mua g×? Trong suy nghÜ cña kh¸ch hµng Gi¸ trÞ s¶n phÈm n»m ë ®©u? Co n ng ê i kh¸ c nha u víi c ¸ c nhu c Çu, m o ng m uè n vµ s ë thÝc h kh¸ c nha u. V× vËy g i¸ trÞ c ña s ¶ p hÈm kh¸ c n nha u.
- 10. Yếu tố quyết định của Giá trị khách hàng
- 11. Qu¸ tr×nh cung øng gi¸ trÞ cho ngêi tiªu dïng Bíc 1: Lùa chän gi¸ trÞ Bíc 2: §¶m b¶o gi¸ trÞ. Bíc 3: Th«ng b¸o vµ cung øng gi¸ trÞ
- 12. Nh÷ng ®iÒu cÇn nhí vÒ kh¸ch hµng Kh¸ch hµng mua lîi Ých mµ s¶n phÈm mang l¹i Gi¸ trÞ s¶n phÈm n»m trong ®Çu kh¸ch hµng Kh¸ch hµng kh¸c nhau, cã nhu cÇu, së thÝch kh¸c nhau. Do ®ã quan niÖm vÒ gi¸ trÞ còng kh¸c nhau H sö dông ng«n ng÷ cña kh¸ ch hµng!! ·y
- 13. Nh÷ng chØ dÉn c¬ b¶n cña viÖc øng dông marketing vµo kinh doanh Tháa m·n nhu cÇu vµ íc muèn cña kh¸ch hµng môc tiªu lµ ph¬ng c¸ch tèt nhÊt ®Ó ®¹t môc tiªu kinh doanh tríc m¾t vµ l©u dµi cña c«ng ty §Ó n©ng cao kh¶ n¨ng tháa m·n nhu cÇu vµ íc muèn cña kh¸ch hµng, cÇn thêng xuyªn n©ng cao gi¸ trÞ cung øng cho hä X¸c ®Þnh kh¸ch hµng môc tiªu: chØ cè g¾ng thu hót vµ gi÷ nh÷ng kh¸ch hµng cã kh¶ n¨ng sinh lêi
- 14. 5 Quan ®iÓm vÒ Marketing 5 Quan ®iÓm vÒ Marketing Honda Quan ®iÓm Quan ®iÓm Marketing XH s¶n xuÊt C¸c quan ®iÓm c¬ C¸c quan ®iÓm c¬ Quan ®iÓm b¶n vÒ Marketing b¶n vÒ Marketing Quan ®iÓm Marketing s¶n phÈm New hiÖn ®¹i Quan ®iÓm b¸n hµng
- 15. Hoµn thiÖn s¶n xuÊt K/ Kh¼ng ®Þnh r»ng ngêi tiªu thô sÏ cã c¶m N: t×nh ®èi víi nh÷ng thø hµng ho¸ ®îc b¸n réng r·i vµ gi¸ c¶ ph¶i ch¨ng, v× thÕ mµ nh÷ng nhµ l·nh ®¹o ph¶i tËp trung nç lùc vµo hoµn thiÖn s¶n xuÊt vµ n©ng cao hiÖu qu¶ cña hÖ thèng VÝ dô: thêng gÆp ë c¸c ngµnh nghÒ nh Y tÕ, c¸c trung t©m giíi thiÖu viÖc lµm…
- 16. Hoµn thiÖn s¶n phÈm K/ Kh¼ng ®Þnh r»ng ngêi tiªu thô sÏ a thÝch N: nh÷ng hµng ho¸ cã chÊt lîng cao nhÊt, cã tÝnh n¨ng sö dông tèt nhÊt, v× vËy doanh nghiÖp ph¶i tËp trung vµo viÖc thêng xuyªn thiÖn hµng ho¸ Nhîc ®iÓm: Quan niÖm hoµn thiÖn hµng ho¸ dÉn ®Õn c¨n bÖnh “marketing thiÓn cËn” => Ngêi b¸n qu¸ a thÝch hµng ho¸ cña m×nh ®Õn nçi bá qua nh÷ng nhu cÇu cña kh¸ch hµng
- 17. Hoµn thiÖn b¸n hµng K/ Kh¼ng ®Þnh r»ng ngêi tiªu thô sÏ kh«ng mua N: hµng ho¸ cña doanh nghiÖp víi sè lîng kh¸ lín nÕu nh doanh nghiÖp kh«ng cã nh÷ng nç lùc ®¸ng kÓ trong lÜnh vùc tiªu thô vµ khuyÕn m·i. chØ dÉn marketing: Quan ®iÓm nµy nªn ¸p dông vµo nh÷ng thø hµng ho¸ cã nhu cÇu thô ®éng, tøc lµ nh÷ng kh¸ch hµng mµ ngêi mua thêng kh«ng nghÜ ®Õn viÖc mua s¾m, vÝ dô nh : b¶o hiÓm, ®Êt mai t¸ng (c«ng viªn vÜnh h»ng -ba v×), c¸c ho¹t ®éng tranh cö.
- 18. Quan ®iÓm marketing K/ Kh¼ng ®Þnh r»ng ®iÒu kiÖn ban ®Çu ®¹t ® N: îc nh÷ng môc tiªu cña doanh nghiÖp lµ x¸c ®Þnh chØ dÉn marketing: Quan ®iÓm nµy nªn ¸p dông vµo nh÷ng thø hµng ho¸ cã nhu cÇu thô ®éng, tøc lµ nh÷ng kh¸ch hµng mµ ngêi mua thêng kh«ng nghÜ ®Õn viÖc mua s¾m, vÝ dô nh : b¶o hiÓm, ®Êt mai t¸ng (c«ng viªn vÜnh h»ng -ba v×), c¸c ho¹t ®éng tranh cö.
- 20. Quan ®iÓm b¸n hµng vµ Quan ®iÓm b¸n hµng vµ quan ®iÓm Marketing quan ®iÓm Marketing §iÓm Träng t©m Ph¬ng tiÖn KÕt qu¶ xuÊt ph¸t Doanh S¶n phÈm B¸n hµng & Lîi nhuËn nghiÖp hiÖn t¹i khuÕch tr¬ng Quan ®iÓm b¸n hµng Quan ®iÓm b¸n hµng Nhu cÇu Marketing LN qua sù tho¶ ThÞ trêng KH môc tiªu hçn hîp m·n NC KH Quan ®iÓm Marketing Quan ®iÓm Marketing
- 21. Chø c n¨ng c ña m a rke ting Marketing nghiªn cøu Marketing chiÕn lîc Marketing nghiÖp vô
- 22. C¸ c c Êp ® é m a rke ting Tinh thÇn vµ th¸i ®é marketing Qui tr×nh marketing C¸c kü thuËt marketing
- 23. Qui tr× nh m a rke ting Ph©n tÝch c¸c c¬ héi marketing Ph©n ®o¹n vµ lùa chän thÞ trêng môc tiªu ThiÕt lËp chiÕn lîc marketing Ho¹ch ®Þnh c¸c ch¬ng tr×nh marketing Tæ chøc thùc hiÖn vµ kiÓm tra c¸c ho¹t ®éng marketing
- 24. Marketing đối với nền kinh tế mới Internet Domains: C2C (Khách hang – Khách hàng) Internet Domains: C2B (Khách hàng – Doanh nghiệp) Công ty trực tuyến mới và Công ty trực truyến lâu đời Công ty trực tuyến mới
Notas do Editor
- The Production Concept. One of the oldest concepts, it holds that consumers favor products that are available and affordable. Management emphasizes production and distribution efficiency. Examples from the text include Ford's Model T and Texas Instruments. The Product Concept . This concept focuses on the actual product in an effort to continuously improve quality, performance, and features. May lead to marketing myopia or the tendency to too narrowly define the scope of one's business. Consumers buy products for their benefits, not their features. The Selling Concept . This concept views consumers as unwillingly customers whose inherent opposition must be overcome to make a sale. It is most often used today for unsought goods. The selling concept tends to encourage sellers to misrepresent the true nature of their products or services and can lead to problems in maintaining high customer satisfaction. The Marketing Concept . This concept links the company's success with the consumer's continuing satisfaction. Its "outside-in" approach starts with a well defined target market, an analysis of their needs and wants, and then builds the company's offering around meeting those needs better than the competition (Note: the selling and marketing concepts are contrasted on the following CTR of Figure 1-4). The Societal Marketing Concept . This concept adds to the marketing concept the idea that the company should contribute to the betterment of society as a whole (Note: The societal marketing concept is developed in more detail on a following CTR of Figure 1-5 and the accompanying notes). Five Marketing Philosophies This CTR relates to the material on pp. 14-20. Teaching Tip: You may find it useful to ask students to give their definitions of philosophy. How do they use philosophies for studying? dating? planning their time? Work from their examples to the idea that businesses too have philosophies about how to get things done.
- Marketing and Sales Concept Contrasted This CTR corresponds to Figure 1-4 on p. 17 to the material on pp. 16-19. Comparisons and Contrasts: The Selling Concept takes an inside-out perspective -- looking at the company’s needs and wants in terms of existing products and ways to find customers for them. The Marketing Concept takes an outside-in perspective - identifying the needs and wants of a clearly defined market and adjusting company efforts to make products that meet the needs. Discussion Note: Promotional tone may help indicate whether a company practices the selling or the marketing concept. Selling involves persuasion -- convincing the customer of their need to buy existing products. Marketing, at its best, involves information -- bringing the developed product to the awareness of a target market that recognizes need satisfying products. As the text notes, companies can let their own success lock them into a rigid selling structure. As times change, and they always do, those companies fail to see the need for meeting new and emerging consumer needs. The marketing concept helps companies focus on customer need satisfaction , leading to long-term success by customer retention .