6. What is Marketing?
Personal Selling?
Advertising?
Publicrelation
Making products available in
stores?
Maintaining inventories?
7.
8.
9.
10.
11. What is Marketing?
– The American Marketing Association:
“Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders”.
– Essentially:
• Marketing deals with identifying and meeting
human and social needs. It is essentially about
“meeting needs profitably.”
11
12. What is Marketing Management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
1- 12
13. A. Identify and profile distinct groups of buyers who might
prefer or require varying products and services mixes
by examining:
– Demographic information
– Psychographic information
– Behavioral information
B. Target market: which segments do we focus on?
C. Market offering – what do we offer? What proposition
should we make to customers?
D. Offering and Brands
– Value proposition: a set of benefits they offer to
customers to satisfy their needs
– Brand: is an offering from a known source
Core Marketing Concepts
13
14. E. Value and Satisfaction
– Successful if it delivers value and satisfaction to
the target buyer
– Value is a central marketing concept
– Satisfaction reflects a person’s judgment of a
product’s perceived performance
F. Marketing Channels:
Communication channels: different media used
in promotions and marketing communications
– Distribution channels: intermediaries
– Service channels: banks, logistics firms
Core Marketing Concepts
14
15. Core Marketing Concepts
G. Supply chain:
– The supply chain is a longer channel stretching
from raw materials to components to final
products that are carried to final buyers.
H. Competition and the Marketing Environment:
Marketing doesn’t take place in a vacuum; there
are many uncontrollable forces and stakeholders
that will impact on the marketing firm
Types of environmental factors: Competition,
demographic, social-cultural, political-legal and
technological
15
16. Marketing Management
Philosophies
Philosophy Key Ideas
Production
Sales
Market
Societal
Focus on efficiency of internal operations
Focus on satisfying customer needs and wants
Focus on satisfying customer needs and
wants while enhancing individual and
societal well-being
Focus on aggressive techniques for
overcoming customer resistance
17. PRODUCT CONSUMER NEED / SOLUTION
NICH
PRICE COST
NOBILITYดูดีมีระดับ
PLACE CONVENIENCE
NETWORK
PROMOTION COMMUNICATION
INNOVATIVE
33. 500 CC
20 BAHT
1B/ 25CC
420 CC
16 BAHT
1B/26.25CC
350 CC
13 BAHT
1B/26.92
ถ้าบรรจุ 250 ซีซีกล่องยูเอชที ???
34. THREE STAGES OF NEW MARKETING PARADIGM
SELLING CONCEPT FACTORY PRODUCT
SELLING &PROMOTING
PROFIT THROUGH SALES VOLUME
MARKETING CONCEPT CUSTOMER NEED
OFFERING & MARKETING MIX SEGMENTATION
TARGETING POSITIONING
PROFIT THROUGH CUSTOMER
SATISFACTION
35.
36. HOLISTIC MARKETING CONCEPT
INDIVIDUAL CUSTOMER REQUIREMENTS
CUSTOMER’S VALUE
COMPANY CORE COMPETENCIES
COLLABORATIVE NETWORK
DATABASE MANAGEMENT & VALUE CHAIN LINKAGE
PROFITABLE GROWTH THROUGH
CUSTOMER SHARE & LOYALTY
& LIFETIME VALUE
37. • ASYMMETRY OF INFORMATION ไม่เท่าเทียมกัน
DEMOCRATIZATION INFO
• MAKE AND SELL &
SENCE AND RESPONSE
• LOCAL & REGINAL &
GLOBAL
• ECONOMIC OF DEMINISHING ถดถอย &
ECONOMIC OF INCREASING RETURNเพิ่มพูน
38. • OWINING ASSET &
GAINING ASSET แบรนด์ / ลิขสิทธิ์
• CORPORATE GOVERNANCE &
MARKET GOVERNANCE
• MASS MARKET &
MARKET OF ONE
• JUST IN TIME &
REAL TIME
38ดร.พงษ์ศักดิ์ สวัสดิเกียรติ
47. • 21/ PRIDE MARKETING AND SELF IMAGE
• 22/ BRAND MARKETING AND BRAND IMAGE
• 23/VIRALL MARKETING / BRAND
COMMUNITY
47ดร.พงษ์ศักดิ์ สวัสดิเกียรติ
48. Customer Value and Satisfaction
Total Customer Value
Customer Satisfaction
Expectation
Total customer cost
Customer Delivery Value48ดร.พงษ์ศักดิ์ สวัสดิเกียรติ
49.
50. Determinants of Customer
Delivered Value
Product value
Services value
Personnel value
Image value
Monetary cost
Time cost
Energy cost
Total
customer
value
Psychic cost
Total
customer
cost
Customer
delivered
value
51. 1. WHAT BUSINESS WE ARE IN ?
2. WHO IS YOUR TARGET CUSTOMER ?
2. HOW DID WE GET THERE ?
3. WHEN WE WANT / SHOULD ENTER ?
4 .HOW DO WE GET THERE ?
5. WITH WHOME WE CHOICE TO GO ?
53. volume
INCREAS NUMBER
OF IN CIDENT OF
USE
INCREAS
CONSUMPTION
RATE
• NEW USER
• SWITCHING BRAND
• NEW VARIOUS USAGE
• FREQUENCY
• CONSUMPTIONPER USAGE
• NEW USAGE
54. INCREAS NUMBER OF IN CIDENT OF USE
• NEW USER
• SWITCHING BRAND
• NEW VARIOUS USAGE