Lectures Marketing management: Chapter 1 - ThS. Nguyễn Tiến Dũng

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Lectures "Marketing management - Chapter 1: Defining marketing for the 21st century" provides students with the knowledge: The importance of marketing, the scope of marketing, core marketing concepts, the new marketing realities, company orientation toward the, marketplace. Invite you to refer to the disclosures.

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Nội dung Text: Lectures Marketing management: Chapter 1 - ThS. Nguyễn Tiến Dũng

CHAPTER 1 DEFINING MARKETING FOR THE 21ST CENTURY Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vn
Main Contents 1. The Importance of Marketing 2. The Scope of Marketing 3. Core Marketing Concepts 4. The New Marketing Realities 5. Company Orientation toward the Marketplace 6. The New Four Ps 7. Marketing Management Tasks © Nguyễn Tiến Dũng 2
1. The Importance of Marketing ● Financial success depends on marketing ability ● Chief Marketing Officer (CMO) ● Marketing for business organisations ● Marketing for non-profit organisations ● Marketing for individuals ● Discussion: ● Marketing is as important as other departments ● Marketing is more important than other departments © Nguyễn Tiến Dũng 3
2. The Scope of Marketing ● What Is Marketing? ● What Is Marketed? ● Who Markets? © Nguyễn Tiến Dũng 4
What is marketing? ● Managerial definition of marketing: ● An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders ● Social definition of marketing: ● A societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others © Nguyễn Tiến Dũng 5
What is marketing management? ● The art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value. © Nguyễn Tiến Dũng 6
What is marketed? ● Physical products ● Services ● Events ● Experiences ● Persons ● Places ● Properties ● Organizations ● Information ● Ideas © Nguyễn Tiến Dũng 7
● The Rolling Stones have done a masterful job of marketing their rebellious form of rock and roll to audiences of all ages. © Nguyễn Tiến Dũng 8
Places Marketing ● For a city like Las Vegas that thrives on tourism, good marketing is essential. © Nguyễn Tiến Dũng 9
Who markets? ● Who markets? ● Marketer ● Prospect ● States of demand: ● Negative demand: dislike ● Nonexistent demand: unaware ● Latent demand: unsatisfied ● Declining demand: falling ● Irregular demand: seasonal or uneven ● Full demand ● Overfull demand ● Unwholesome demand: negative social consequences © Nguyễn Tiến Dũng 10
Idea Marketing ● One of the most important areas of marketing is the work that social marketers do to promote socially desirable behaviors. © Nguyễn Tiến Dũng 11
Structure of Flows in a Modern Exchange Economy © Nguyễn Tiến Dũng 12
A Simple Marketing System © Nguyễn Tiến Dũng 13
3. Core Marketing Concepts ● Needs, Wants, and Demands ● Market segmentation, target Markets, Positioning ● Market places, market spaces, metamarkets ● Offerings and Brands ● Value and Satisfaction ● Marketing Channels ● Supply Chain ● Competition ● Marketing Environment © Nguyễn Tiến Dũng 14
Five Types of Needs ● Stated needs ● Real needs ● Unstated needs ● Delight needs ● Secret needs © Nguyễn Tiến Dũng 15
4. The New Marketing Realities ● Major Societal Forces ● New Company Capabilities ● Marketing in Practice © Nguyễn Tiến Dũng 16
Major Societal Forces ● Network information technology. ● Globalization ● Deregulation ● Privatization ● Heightened competition ● Industry convergence ● Retail transformation ● Disintermediation ● Consumer buying power ● Consumer information ● Consumer participation ● Consumer resistance © Nguyễn Tiến Dũng 17
Marketing in Practice* New Consumer Capabilities New New Marketing Company Forces Capabilities New Marketing Management Practice © Nguyễn Tiến Dũng 18
CMO: A challenging job* ● A well-publicized survey revealed that the average CMO tenure at U.S. companies is about 28 months, well below the average tenure of CEOs (54 months) or other C-level positions. ● Reasons: ● Management expectations vary ● Combined skills: ● Quantitative skills & well-honed qualitative skills ● Have an independent, entrepreneurial attitude & Be able to work in close harmony with other departments such as sales ● Capture the consumers’ viewpoint & Have a keen bottom-line understanding of how marketing creates value within their organization. ● One survey asked 200 senior-level marketing executives which innate and learned qualities were most important ● Innated qualities ● Learned qualities © Nguyễn Tiến Dũng 19
CMO* ● Innate Qualities ● Learned Qualities ● Risk taker ● Global experience ● Willingness to make ● Multichannel decisions expertise ● Problem-solving ● Cross-industry ability experience ● Change agent ● Digital focus ● Results-oriented ● Operational knowledge © Nguyễn Tiến Dũng 20