TAILIEUCHUNG - Principles of marketing: Chapter 1 - Introduction to Marketing

Principles of marketing: Chapter 1 - Introduction to Marketing is Marketing, more than any other business function, deals with customers; understanding, creating, communicating, and delivering customer value and satisfaction are at the very heart of modern marketing thinking and practice. | TS Nguy n Minh Đ c PRINCIPLES OF MARKETING Dr. NGUYEN MINH DUC NONG LAM UNIVERSITY HCM CITY 1 Nguyen Minh Duc 2010 Marketing v v v v v v v v 1. 2. 3. 4. 5. 6. 7. 8. Introduction to Marketing The Marketing Environment Strategic and Marketing Planning Market Segmentation, Targeting and Positioning Product Concept Pricing Products Place (Distribution Channel) Promotion 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 Nguyen Minh Duc 2010 1 TS Nguy n Minh Đ c Chapter 1. Introduction to Marketing Strategic Marketing & Customer Service 3 Nguyen Minh Duc 2010 Introduction v Marketing, more than any other business function, deals with customers. v Understanding, creating, communicating, and delivering customer value and satisfaction are at the very heart of modern marketing thinking and practice. v The twofold goal of marketing is: v 1. To attract new customers by promising superior value and v 2. To keep current customers by delivering satisfaction. 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 Nguyen Minh Duc 2010 2 TS Nguy n Minh Đ c Introduction v The highly successful companies know that if they take care of their customers, market share and profits will follow. v This course will give you a more complete and formal introduction to the basic concepts and practices of today’s marketing. 5 Nguyen Minh Duc 2010 Introduction v What does the term “Marketing” mean? v Many people think of “Marketing” only as selling and advertising. v However, selling and advertising are only two of many marketing functions and are often not the most important ones. 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 Nguyen Minh Duc 2010 3 TS Nguy n Minh Đ c Introduction v Marketing starts long before a company has a product. v Marketing is the .

• Marketing - Bán hàng
• Principles of marketing
• Introduction to Marketing
• Goal of marketing
• Definition of Marketing
• The Marketing Functions
• The Marketing Concept
• 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