CHAPTER 1
Defining Marketing
FOR THE NEW REALITIES
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[Link]ánh Kiếu chanhkieu89@[Link]
Define the scope of marketing
Describe the new marketing realities
Explain the role of marketing in the organization
Illustrate how to organize and manage a modern
marketing department.
Explain how to build a customer-centric
organization.
The Scope of Marketing
The New Marketing Realities
The Role of Marketing in the Organization
Organizing and Managing the Marketing Department
Building a Customer-Oriented Organization
The Scope of Marketing 01
What Is Marketing?
What Is Marketed?
The marketing exchange
LINK
01
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.
Tiếp thị là hoạt động, tập hợp cách tổ chức và quy trình để tạo ra, giao tiếp, phân phối và trao đổi
các giá trị cho khách hàng, đối tác và xã hội nói chung.
(The American Marketing Association)
01
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.
(Quản lý tiếp thị là nghệ thuật và khoa học của việc lựa chọn thị trường mục tiêu, tiếp
cận được, giữ và phát triển khách hàng thông qua việc tạo, phân phối và truyền đạt giá
trị khách hàng vượt trội)
01
1.2 What Is Marketed?
WHAT CAN YOU SELL IN THE MARKET?
1.2 What Is Marketed?
01
1. Goods, 1. Places,
2. Services, 2. Properties,
3. Events, 3. Organizations,
4. Experiences, 4. Information,
5. Persons, 5. Ideas.
1.3 The marketing exchange 01
the process
two or more parties
transfer of goods, services, or ideas, typically in
exchange for something of value
including monetary transactions, bartering, or even
the exchange of information
1.3 The marketing exchange 01
1.3 The marketing exchange 01
The New Marketing Realities 02
The four major market forces
The three key marketing outcomes
The concept of holistic marketing
02
02
02
1. Massive amounts of information and data
2. New business models (website, forum, E-commerce trading
floor/ E-Commerce Exchange (sàn giao dịch TMDT)
3. The growth of data analytics and artificial intelligence
platforms -> understand customer insight
4. Digital marketing
02
1. A level playing field that offers competitors across the
globe an equal opportunity to succeed
2. “The World Is Flat” - Friedman
3. Lose a job, require specialized skills
4. Multicultural (đa văn hóa)
5. Innovation and product development
02
1. Climate change –(asting changes in Earth’s global climate
as well as changes in regional climates)
2. More frequent and more extreme weather events (chang in
rainfall, rising sea levels resulting ) E.g. Lower yields of
fruits and vegetables in farm; E.g. Decrease swinter sports
3. 2. Health conditions: pandemics, E.g. COVID-19 effect on
all areas of business, including food, tourism, hospitality,
and transportation
02
1. Responsibility for improving living conditions
2. Role of corporate social responsibility.
02
02
1. Consumers can use online resources as a powerful information and
purchasing aid
2. Consumers can use mobile connectivity to search, communicate, and
purchase on the go
3. Consumers can tap into social media to share opinions and express
loyalty
4. Consumers can actively interact with companiess
5. Consumers can reject marketing they find inappropriate or annoying
6. Consumers can extract more value from what they already own
02
1. Marketers can use the Internet as a powerful information and sales
channel.
2. Marketers can collect fuller and richer information about markets,
customers, prospects, and competitors.
3. Marketers can tap into social media to amplify their brand message.
4. Marketers can facilitate and speed external communication among
customers
5. Marketers can reach consumers on the move with mobile marketing.
6. Companies can make and sell individually differentiated goods.
02
1. Companies can improve purchasing, recruiting, training, and internal
and external communications.
2. Companies can facilitate and speed up internal communication among
their employees by using the Internet as a private intranet.
3. Companies can improve their cost efficiency by skillful use of the
Internet.
02
1. Deregulation
2. Privatization
3. Retail transformation
4. Disintermediation
5. Private labels
6. Mega-brands
02
1. Deregulation (bãi bỏ quy định)
2. Privatization (tư nhân hóa)
3. Retail transformation (Chuyển đổi bán lẻ)
4. Disintermediation (Loại bỏ trung gian)
5. Private labels (nhãn hiệu riêng)
6. Mega-brands (thương hiệu lớn)
02
02
Develop deep, enduring relationships with people and
organizations
Three key constituents in relationship marketing are
customers, employees, marketing partners
Holistic: tổng thể/ toàn diện
02
Coordinates all marketing activities and market ing programs
and directs them toward creating, communicating, and
delivering consistent value and a consistent message for
consumers
Holistic: tổng thể/ toàn diện
02
is the task of hiring, training, and motivating able employees
who want to serve customers well
02
Requires understanding of the financial and non-financial
returns to business and society from marketing activities
and programs.
Market share, customer loss rate, customer satisfaction,
product quality, and other measures.
Considering the legal, ethical, social, and environmental
effects of marketing activities
03
The Role Of Marketing
In The Organization
03
The marketing concept emerged in the mid-1950s as
a customer-centered, sense-and-respond philosophy
The job of marketing is not to find the right customers
for your products but to develop the right products for
your customers
03
Effective consumer engagement
Building and maintaining a reputation
Building relationships between customers and
business
Boosting sales
Making informed decisions
04
Organizing
And Managing
The Marketing Department
04
Company size
Functional Organization.
Geographic Organization
Product or Brand Organization
04
04
04
04
Read more information here
04
List out some task
of marketing department
04
05
Building a Customer-
Oriented Organization
05
01 Become a priority for companies in nearly every
industry
02 Reason: the proliferation of products, services, and
brands; increased consumer knowledge about
market offerings; and consumers’ ability to
influence public opinion
05
REVIEW
The Scope of Marketing
The New Marketing Realities
The Role of Marketing in the Organization
Organizing and Managing the Marketing Department
Building a Customer-Oriented Organization
Thank You!
Vòng Chánh Kiếu (Ms.)
0909.262.380
chanhkieu89@[Link]
