Bài giảng môn học Quản trị kinh doanh - Part 5: Marketing: developing relationships

Part 5Marketing: Developing Relationships© 2015 McGraw-Hill Education. CHAPTER 11Customer-Driven MarketingCHAPTER 12Dimensions of Marketing StrategyCHAPTER 13Digital Marketing and Social Networking11-2Learning ObjectivesLO 11-1 Define marketing and describe the exchange process.LO 11-2 Specify the functions of marketing.LO 11-3 Explain the marketing concept and its implications for developing marketing strategies.LO 11-4 Examine the development of a marketing strategy, including market segmentation and marketing mix.LO 11-5 Investigate how marketers conduct marketing research and study buying behavior.LO 11-6 Summarize the environmental forces that influence marketing decisions.11-3The Nature of Marketing11-411-5Creating Value with MarketingCustomer BenefitsCustomer CostsCustomer Value=–Evolution of the Marketing Concept11-6Market Orientation An approach requiring organizations to gather information about customer needs, share that information throughout the firm, and use that information to help build long-term relationships with customersBegan in the 1950s and continues todayNew technologies are helping firms to improve communication and learn what customers want Selecting a Target Market11-7Sellers of salt, sugar, and many agricultural products use a total-market approach because everyone is a potential consumer of these productsSelecting a Target Market11-8Women are the largest market segment, with 51% of the U.S. populationMarketers are focusing on the growing Hispanic populationMarket Segmentation Approaches11-9Market Segmentation Approaches11-10©Companies segment markets on the basis of several variables:Developing a Marketing Mix11-11A product whether aGood – A physical entity you can touch (a car, computer, or adopted kitten)Service – The application of human and mechanical efforts to people or objects to provide intangible benefits to customers (Air travel, dry cleaning, or haircuts)Idea – Can be a concept, philosophy, image, or issue (attorney advise or political parties)Is a complex mix of tangible and intangible attributes that provide satisfaction and benefitsPrice, Distribution & Promotion11-12. DistributionMaking products available to customers in the quantities desiredMarketing Research and Information Systems11-13Buying Behavior11-14Social Variables of Buying Behavior11-15