Kotler Mm15e Inppt 01

Chapter
1
Defining
Marketing
for the
New Realities
Copyright © 2016 Pearson Education Ltd. 1-1

The Scope of Marketing
• Marketing is about identifying and
meeting human and social needs
• AMA’s formal definition: Marketing is the

activity, set of institutions ( định chế), and
processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients,
partners, and society at large

Marketing Management
• The art and science of choosing
target markets and getting, keeping,
and growing customers through
creating, delivering, and
communicating superior customer
value
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What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons
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What is Marketed?
• Places
• Properties
• Organizations
• Information
• Ideas
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8 Demand States
• Negative sp mà ngta bỏ tiền để thoát khoải sp đó.
• Vd: dịch vụ đổ rác, mua vì ng bán hàng quá dai
• Nonexistent :kh có nhu cầu đối với sp cụ thể. Vd sp tăng cân
• Latent có nhu cầu trên thị trg nhg chưa có sp nào thỏa mãn nhu cầu
• Declining những nhu cầu đang trong trạng thái đi xuống vd: xe đạp truyền thống
• Irregular những nhu cầu kh thường xuyên mang tính thời vụ
• Unwholesome nhu cầu trên thị trường thỏa mãn nhu cầu nhưng gây hại cho xã hội.vd: ma
túy
• Full thị trg có thể hấp thu sp sản xuất ra. Ra mắt là hết hàng.
• Overfull nhu cầu trên thị trường cực lớn nhg kh đáp ứng đc. Vd ghép nội tạng
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Key Customer Markets
• Consumer markets
• Business markets
• Global markets
• Nonprofit & governmental markets
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Core Marketing Concepts
• Needs: the basic human
requirements such as for air, food,
water, clothing, and shelter
• Wants: specific objects that might

satisfy the need
• Demands: wants for specific

products backed by an ability to pay
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Types of Needs
STATED đc nói ra
REAL cái thực sự muốn ẩn sau những nhu cầu cụ thể
UNSTATED muốn nhg kh nói
DELIGHT thỏa mãn vượt trên sự mong đợi
SECRET nhu cầu thật sự muốn
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• Target markets
• Positioning
• Segmentation
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• Value proposition: a set of benefits
that satisfy those needs
• Offerings: a combination of products,

services, information, and experiences
• Brands: an offering from a known

source
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• Marketing channels
COMMUNICATION
DISTRIBUTION
SERVICE
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• Paid media: TV, magazine and display
ads, paid search, and sponsorships
• Owned media: a company or brand

brochure, web site, blog, Facebook
page, or twitter account
• Earned media: word of mouth, buzz,

or viral marketing
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• Impressions: occur when
consumers view a communication
• Engagement: the extent of a

customer’s attention and active
involvement with a communication cảm
giác toàn tâm toàn ý
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• Value: a combination of quality,
service, and price (qsp: the customer
value triad)
• Satisfaction: a person’s judgment
of a product’s perceived performance
in relationship to expectations
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• Supply chain: a channel stretching from raw
materials to components to finished products
carried to final buyers (Fig 1.3: The Supply Chain for
Coffee)
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• Competition: all the actual and
potential rival offerings and
đối thủ cùng đẳng cấp
substitutes a buyer might

sp thay thế
consider chỉ các đối thủ cạnh tranh nói chung
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• Marketing
environment
– Task environment
– Broad environment
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The New Marketing Realities
• Technology
• Globalization
• Social
responsibility
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A dramatically changed
marketplace
• Changing
channels
– Retail
transformation
– Disintermediation
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A dramatically changed
marketplace
• Heightened competition
– Private brands
– Mega-brands
– Deregulation
– Privatization
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Company Orientation toward
the Marketplace
PRODUCTION
PRODUCT
SELLING
MARKETING
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Fig. 1.4
Holistic Marketing Dimensions

Relationship marketing
CUSTOMERS
EMPLOYEES
MARKETING
PARTNERS
FINANCIAL
COMMUNITY

Integrated marketing
• Devise marketing activities and programs
that create, communicate, and deliver value
such that “the whole is greater than the sum
of its parts.”

Internal marketing
• The task of hiring, training, and
motivating able employees who want
to serve customers well

Performance marketing
FINANCIAL ENVIRONMENTAL
ACCOUNTABILITY IMPACT
SOCIAL IMPACT

Fig. 1.5
Marketing Mix Components (4
Ps)

MODERN MARKETING
MANAGEMENT
PEOPLE
PROCESSES
PROGRAMS
PERFORMANCE

MARKETING
MANAGEMENT TASKS
• Developing market strategies and
plans
• Capturing marketing insights
• Connecting with customers
• Building strong brands

MARKETING
MANAGEMENT TASKS
• Creating value
• Delivering value
• Communicating value
• Creating successful long-term growth

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Chapter

Copyright © 2016 Pearson Education Ltd. 1-1

• AMA’s formal definition: Marketing is the

Copyright © 2016 Pearson Education Ltd. 1-2

• Nonexistent :kh có nhu cầu đối với sp cụ thể. Vd sp tăng cân

• Irregular những nhu cầu kh thường xuyên mang tính thời vụ

• Wants: specific objects that might

• Demands: wants for specific

REAL cái thực sự muốn ẩn sau những nhu cầu cụ thể

UNSTATED muốn nhg kh nói

DELIGHT thỏa mãn vượt trên sự mong đợi

SECRET nhu cầu thật sự muốn

• Offerings: a combination of products,

• Brands: an offering from a known

• Owned media: a company or brand

• Earned media: word of mouth, buzz,

• Engagement: the extent of a

substitutes a buyer might

consider chỉ các đối thủ cạnh tranh nói chung

Copyright © 2016 Pearson Education Ltd. 1-27

Copyright © 2016 Pearson Education Ltd. 1-28

Copyright © 2016 Pearson Education Ltd. 1-29

Copyright © 2016 Pearson Education Ltd. 1-30

Copyright © 2016 Pearson Education Ltd. 1-31

Copyright © 2016 Pearson Education Ltd. 1-32

Copyright © 2016 Pearson Education Ltd. 1-33

• Capturing marketing insights

• Connecting with customers

• Building strong brands

Copyright © 2016 Pearson Education Ltd. 1-34

• Creating successful long-term growth

Copyright © 2016 Pearson Education Ltd. 1-35

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