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All organizations – both forprofit and nonprofit – require effective planning and a sound marketing strategy to achieve their goals and objectives. Today’s economy is characterized by rapid (nhanh)technological change, economicfinancial anxiety (sự lo ngại), and increasing consumer skepticism (sự hoài nghi).
TRƯỜNG ĐẠI HỌC VĂN LANG KHOA THƯƠNG MẠI CHAPTER 1: MARKETING IN TODAY’S ECONOMY ThS Nguyễn Quốc Vương Chapter outline Introduction The challenges and opportunities of marketing in today’s economy Basic Major marketing concepts marketing activities and decisions Taking on the challenges of marketing strategy © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Introduction All organizations – both for-profit and nonprofit – require effective planning and a sound marketing strategy to achieve their goals and objectives Today’s economy is characterized by rapid (nhanh)technological change, economic/financial anxiety (sự lo ngại), lo ngại), i), and increasing consumer skepticism (sự lo ngại), hồi nghi) © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part The Challenges and Opportunities of Marketing in Today’s Economy Power shift to customers (chuyển giao quyền lực n giao quy ền lực n l ự lo ngại), c cho KH Massive increase in product selection Audience and media fragmentation (sự lo ngại), phân mảnh)nh) Changing value propositions Shifting demand patterns (sự lo ngại), thay đổi về nhu cầu)i vền lực nhu cầu)u) Privacy, security, and ethical concerns Unclear legal jurisdiction (quyền lực n h ại), n) © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Change in Daily Media Usage by U.S Adults, 2008-2011 (Exhibit 1.1) © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Some data in Vietnam JAN 2019 VIETNAM TOTA POPULATION L MOBIL SUBSCRIPTIONS E INTERNET USERS 96.9 143.3 64.00 MILLION MILLION MILLION URBANISATION: 36% vs POPULATION: PENETRATION: 148% 66% ACTIVE SOCIAL MEDIA USERS 62.00 MILLION PENETRATION: 64% MOBILE SOCIAL MEDIA USERS 58.00 MILLION PENETRATION: 60% © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Some data in Vietnam 18% 16% 16% MESSENGER / VOIP Increasing customer power is a continuing challenge to marketers in today’s economy In what ways have you personally experienced this shift in power; either as a customer or as a business person? Is this power shift uniform across industries and markets? How so? ©© 22001144CenCenggaaggee LLeaearrniningng AlAlll RiRigghthtss ReResserervveded MMaayy nonott bbeessccaannnneded,, ccopopiieded oror dduuppliccaatetedd,, oror pposteostedd toto aappuubblicclyy aaccccessessiibbllee Tăng cường sức mạnh khách hàng ng s ức mạnh khách hàng c mại), nh khách hàng thách thức liên tục t thách th ức mạnh khách hàng c liên t ục c đ ối với i v ới i nhà tiếp thị kinh tế p th ị kinh tế n ền lực n kinh t ếp thị kinh tế ngày Cá nhân b ại), n tr ảnh)i qua lo ngại), thay đổi về nhu cầu)i quy ền lực n l ự lo ngại), c theo cách nào; với tư cách ng cách nào; v ới i t cách khách hàng hay doanh nhân? S ự lo ngại), chuy ển giao quyền lực n dị kinh tế ch quy ền lực n lự lo ngại), c có đ ồng ng đền lực u gi ững cách nào; với tư cách a ngành th ị kinh tế tr ường sức mạnh khách hàng ng không? Làm th ếp thị kinh tế đ ển giao quyền lực nh v ậy?y? ©© 22001144CenCenggaaggee LLeaearrniningng AlAlll RiRigghthtss ReResserervveded MMaayy nonott bbeessccaannnneded,, ccopopiieded oror dduuppliccaatetedd,, oror pposteostedd toto aappuubblicclyy aaccccessessiibbllee Basic Marketing Concepts: Marketing Defined Marketing Marketing (2005 A M A definition) “ … an organizational function and a set of business processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (2007 A M A definition) “ … 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.” © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Basic Marketing Concepts: Marketing Defined RE SE ARC H S.T.P MARKETING M I X (4P/ 7P) IMPLEMENTATION CONTROLLING 11 © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Basic Marketing Concepts: Marketing Defined 12 © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Basic Marketing Concepts: Marketing Defined Product Marketing Mi x Price Adv Place Sales Promotion Promotion Personal selling People Direct M arketing Process Physical Evidence Public Relations Sponsor Press meeting Press releases Event Charity/ CS R Crisis management Evaluation 13 © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Basic Marketing Concepts: What is a Market? Market A collection of buyers and sellers; a group of individuals or institutions that have similar needs Marketspace Electronic marketplaces unbound by time or space Metamarket A cluster of closely related goods and services that center around a specific consumption activity Metamediary Provides a single access point where buyers can locate and contact many different sellers in the metamarket © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part 14 Common Metamarkets and Participants (Exhibit 1.3) 15 © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Major Marketing Activities and Decisions Strategic Strategy – the organization’s game plan for success Tactical planning – specific markets/segments and the marketing programs that will meet their needs/wants Marketing plan – the outline of the marketing program Research Planning and Analysis Internal analysis – analyzing the firm’s current strategy and performance Competitive intelligence – analyzing competing businesses Environmental scanning – analyzing the external © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part 16 How concerned are you about privacy and security in today’s economy? Why so many people, particularly younger people, seem to be unconcerned about privacy? Will these issues still be important in 10 years? Explain 17 ©© 22001144CenCenggaaggee LLeaearrniningng AlAlll RiRigghthtss ReResserervveded MMaayy nonott bbeessccaannnneded,, ccopopiieded oror dduuppliccaatetedd,, oror pposteostedd toto aappuubblicclyy aaccccessessiibbllee Bại), n lo lắng quyền ng thếp thị kinh tế v ền lực quy ền lực n riêng tư bảnh)o mậy?t n ền lực n kinh tếp thị kinh tế ngày nay? Tại), i nhi ền lực u ngường sức mạnh khách hàng i, đặc biệt người trẻ tuổi, c biệt người trẻ tuổi, t cách nào; với tư cách ng ngường sức mạnh khách hàng i tr ẻ tuổi, tu ổi về nhu cầu)i, dường sức mạnh khách hàng ng không quan tâm đ ếp thị kinh tế n quyền lực n riêng t ư? Liệt người trẻ tuổi, u nh ững cách nào; với tư cách ng v ấn n đền lực có cịn quan tr ọng 10 ng 10 năm nững cách nào; với tư cách a không? Gi ảnh)i thích 17 ©© 22001144CenCenggaaggee LLeaearrniningng AlAlll RiRigghthtss ReResserervveded MMaayy nonott bbeessccaannnneded,, ccopopiieded oror dduuppliccaatetedd,, oror pposteostedd toto aappuubblicclyy aaccccessessiibbllee Major Marketing Activities and Decisions (continued) Developing Competitive advantage – something the firm does better than competing firms SWOT analysis – strengths, weaknesses, opportunities, threats Marketing Competitive Advantage Strategy Decisions Market segmentation and target marketing Marketing program decisions (the marketing mix) Branding and positioning 18 © 2014 Cengage Learning All Rights Reserved May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part