TAILIEUCHUNG - Principles of marketing: Chapter 3 - Strategic and Marketing Planning

Principles of marketing: Chapter 3 - Strategic and Marketing Planning presents The Marketing Mix, The Boston Consulting Group Matrix, The BCG Matrix, Product/Market Expansion Grid, Components of the Marketing Plan. | TS Nguy n Minh ð c PRINCIPLES OF MARKETING Chapter 3. Strategic and Marketing Planning Dr. NGUY N MINH ð C NONG LAM UNIVERSITY HCM CITY 1 Nguy n Minh ð c 2009 The Marketing Mix 2 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c 2009 1 TS Nguy n Minh ð c The Marketing Mix The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives 7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment Traditional 4Ps extended to encompass growth of service industry 3 Nguy n Minh ð c 2009 Price 4 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c 2009 2 TS Nguy n Minh ð c Price Pricing Strategy Importance of: knowing the market elasticity keeping an eye on rivals Image copyright: 5 Nguy n Minh ð c 2009 Product 6 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c 2009 3 TS Nguy n Minh ð c Product Methods used to improve/differentiate the product and increase sales or target sales more effectively to gain a competitive advantage . Extension strategies Specialised versions New editions Improvements – real or otherwise! Changed packaging Technology, etc. 7 Image copyright: Nguy n Minh ð c 2009 Promotion 8 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c 2009 4 TS Nguy n Minh ð c Promotion Strategies to make the consumer aware of the existence of a product or service NOT just advertising 9 Nguy n Minh ð c 2009 Place 10 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c .

• Marketing - Bán hàng
• Principles of marketing
• Marketing Planning
• The Marketing Mix
• The Boston Consulting Group Matrix
• The BCG Matrix
• Components of the Marketing Plan
• Lecture Principles of Marketing
• Marketing strategy
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing process
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system