CHAPTER 1: INTRODUCTION

1. Define marketing and outline the steps in

the marketing process
 Marketing: is a process by which companies create value
for customers and build strong customer relationships
to capture value from customers in return
 Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large. b. Market offerings
 Set of activities to deliver customer value and satisfaction  Market offerings are some combination of products,
services, information, or experiences offered to a market
to satisfy a need or want
 Marketing myopia (thiển cận) is focusing only on
existing wants and losing sight of underlying consumer
needs
c. Customer Value and Satisfaction Expectations
 Marketers:
 Marketing Process: five-step process

d. Exchanges and relationships, Markets

 Exchange is the act of obtaining a desired object from
someone by offering something in return
 Markets are the set of actual and potential buyers of a
product or service

3. Designing a Customer-Driven Marketing Strategy

 Marketing management is the art and science of

choosing target markets and building profitable
relationships with them (What customers will we serve? /
How can we best serve these customers?)
 Selecting Customers to Serve
 Market segmentation refers to dividing the
markets into segments of customers
 Target marketing refers to which segments to
2. Understanding the Marketplace and go after (theo đuổi)
 Demarketing is marketing to reduce demand
Customer Needs temporarily or permanently; the aim is not to
a. Customer needs, wants, and demands destroy demand but to reduce or shift it
 Customer needs:  Choosing a Value Proposition (đề xuất)
 Customer wants:  The value proposition is the set of benefits or
 Customer demands: values a company promises to deliver to
customers to satisfy their needs

 Marketing Management Orientations (định hướng)

  Production concept is the idea that consumers will favor + Partners outside the company is how marketers
products that are available or highly affordable (giá cả connect with their suppliers, channel partners, and
phải chăng), improve SC competitors by developing partnerships
 Product concept is the idea that consumers will favor  Supply chain is a channel that stretches from raw
products that offer the most quality, performance, and materials to components to final products to final buyers
features. Organizations should therefore devote its energy  Supply management: Là quá trình quản lý và điều phối
(tập trung nguồn lực) to making continuous product tất cả các hoạt động liên quan đến việc tìm kiếm, mua
improvements. sắm và cung cấp các nguyên vật liệu, sản phẩm và dịch vụ
 Selling concept is the idea that consumers will not buy  Strategic partners: Là các công ty hoặc tổ chức mà một
enough of the firm’s products unless it undertakes a large doanh nghiệp hợp tác chặt chẽ để đạt được mục tiêu
scale selling and promotion effort chung.
 Marketing concept is the idea that achieving  Strategic alliances (liên minh): Là các hợp tác giữa các
organizational goals depends on knowing the needs and tổ chức hoặc doanh nghiệp, trong đó các bên tham gia
wants of the target markets and delivering the desired đồng ý chia sẻ các tài nguyên, công nghệ, thông tin hoặc
satisfactions better than competitors do kênh phân phối để đạt được lợi ích chung.
 Societal marketing concept is the idea that a company
should make good marketing decisions by considering
consumers’ wants, the company’s requirements, 6. Capturing Value from Customers
consumers’ long-term interests, and society’s long-run
interests.  Creating Customer Loyalty and Retention (sự giữ lại)
+ Customer lifetime value is the value of the entire
4. Preparing an Integrated Marketing Plan and Program stream of purchases (quá trình mua hàng) that the
• The marketing mix is the set of tools (four Ps) the firm customer would make over a lifetime of patronage
uses to implement its marketing strategy. It includes (thực hiện trong suốt thời gian họ là khách hàng trung
product, price, promotion, and place. thành của doanh nghiệp.)
 Growing Share of Customer
• Integrated marketing program is a comprehensive plan + Share (thị phần) of customer is the portion of the
that communicates and delivers the intended value to customer’s purchasing (chi tiêu0 that a company gets
chosen customers. in its product categories
+ Customer equity (vốn) is the total combined
5. Building Customer Relationships customer lifetime values of all of the company’s
 Customer Relationship Management (CRM): The customers
overall process of building and maintaining profitable + Customer lifetime value (CLV) là giá trị mà mỗi
customer relationships by delivering superior customer khách hàng mang lại cho công ty trong suốt thời gian
value and satisfaction. họ mua hàng và sử dụng sản phẩm/dịch vụ của công
 Customer perceived value: The difference between total ty.
customer value and total customer cost. + Customer equity là tổng của tất cả các giá trị vòng
 Customer satisfaction: The extent to which a product’s đời của khách hàng, tức là nó phản ánh tổng giá trị
perceived performance matches a buyer’s expectations. mà tất cả khách hàng mang lại cho công ty trong dài
 The Changing Nature of Customer Relationships: hạn. Vốn khách hàng càng cao, công ty càng có tiềm
năng phát triển và duy trì lợi nhuận từ các khách hàng
+ Relating with more carefully selected customers uses hiện tại.
selective relationship management to target fewer,  Building Customer Equity
more profitable customers
+ Building the right relationships with the right
+ Relating more deeply and interactively by
incorporating more interactive two way relationships
through blogs, Websites, online communities and
social networks

 Partner relationship management involves working

closely with partners in other company departments and
outside the company to jointly bring greater value to
customers
+ Partners inside the company is every function area
interacting with customers

o Electronically
customers involves treating customers as assets that
o Cross-functional teams need to be managed and maximized

+ Different types of customers require different

relationship management strategies
7. The Changing Marketing Landscape

Chapter 1: INTRODUCTION
Marketing: Creating and
Capturing Customer Value