MARKETING

MANAGEMENT
Marketing Management
Sixteenth Edition

FUNDAMENTALS OF
MARKETING
MANAGEMENT

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DEFINE
MARKETING
MANAGEMENT?
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WHY a Marketing department?

Preparing Advertising
and other Promotional
Market Research Finding leads Materials
 WHAT IS ‘MARKETING’?
The American Marketing Association (AMA): Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
o erings that have value for customers, clients, partners, and society at large

Marketing là hoạt động, tập hợp các tổ chức và quy trình để tạo, truyền thông, phân phối và
trao đổi các dịch vụ có giá trị cho khách hàng, đối tác và xã hội nói chung.

“Marketing is a societal process by which individuals and groups obtain what they need and want through creating,
offering, and freely exchanging products and services of value with others “ (Kotler et al. 2022)

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ff
 WHAT IS MARKETING MANAGEMENT?

The art and science of choosing target markets and

getting, keeping and growing customers through
creating, delivering and communicating
superior customer values of management

Quản trị marketing là nghệ thuật và khoa học trong việc lựa
chọn thị trường mục tiêu và thu hút, giữ chân, phát triển khách
hàng thông qua việc tạo ra, phân phối và truyền đạt giá trị vượt
trội cho khách hàng.

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WHAT IS MARKETING MANAGEMENT?

• What customers will we serve (target market)?

• How can we best serve these customers (value proposition)?

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Basic concepts

Needs (Nhu cầu tự nhiên)

Wants (Mong muốn)
Demands (Nhu cầu thị
trường)
Market (thị trường)

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 The MARKETING MIX

• Product : Sản phẩm

• Price : Giá
• Promotion : Xúc tiến - Yểm trợ
• Place : Phân phối
Chương trình tiếp thị tích hợp — một kế hoạch toàn diện nhằm truyền đạt và
mang lại giá trị mong đợi

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Modern Marketing System

Enterprise
Marketing
Suppliers End-users
Intermediaries
Competitor

External forces

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Hệ thống tiếp thị hiện đại

DOANH
NGHIỆP
NHÀ
Trung gian
CUNG Người dùng cuối
marketing
CẤP ĐỐI THỦ
CẠNH TRANH

Các tác nhân từ môi trường bên ngoài

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The evolution of marketing philosophies

The production concept

The product concept
The selling concept
The marketing concept
The market-value concept

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 Những quan điểm cơ bản về quản trị marketing

Trọng sản Trọng sản Trọng bán Marketing

Marketing
xuất phẩm hàng xã hội

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The roles of marketing management

- Resources utilization
- Business strategy implementation
- To create and maintain the business's competitive
advantage
- To develop marketing strategies and marketing plans
- To gain marketing insights

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STRATEGIC PLANNING PROCESS

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WHY planning is
important?

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 Company-Wide Strategic Planning
Strategic planning is the process of developing and
maintaining a strategic fit between the organization’s goals
and capabilities, and its changing marketing opportunities.
- Internal factors : have control over
- External factors: don’t have control over

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Company-Wide Strategic Planning

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Company-Wide Strategic Planning
The mission statement is the
organization’s purpose; what it
wants to accomplish in the larger
environment.

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 The Company is committed
to bringing the best user “ To b e t h e m o s t
experience to its customers successful and
through its innovative
hardware, software and
respected car
services company in
America.”
“To organize the world’s information and make it universally accessible and useful.”

“To attract and attain “We believe that we are on the

customers with high- face of the earth to make great
v a l u e d p ro d u c t s a n d
products and that's not
services and the most
satisfying ownership changing.
experience in America.” To provide access to the
world’s information in one
click
SMART - Specific -Measurable - Attainable - Relevant - Time Bound

Company-Wide Strategic Planning

Setting Company Objectives and Goals
• Business objectives
• Build profitable customer
relationships
• Invest in research
• Improve profits
• Marketing objectives
• Increase market share
• Create local partnerships
• Increase promotion
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Designing The Business Portfolio
The business portfolio is the
collection
of businesses and products that make
up the company.
Portfolio analysis is a major activity
in strategic planning whereby
management evaluates the products
and businesses that make up the
company.

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Designing The Business Portfolio
Strategic business units (SBU) can be a
• Company division
• Product line within a division
• Single product or brand

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Designing The Business Portfolio
Analyzing The Current Business Portfolio

•Identify strategic business

units (SBUs)
•Assess the attractiveness of its
various SBUs
•Decide how much support
each SBU deserves
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Designing The Business Portfolio

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THE GENERAL MARKETING
MANAGEMENT PROCESS

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Quá trình lập kế hoạch chiến lược
Kế hoạch hoá chiến lược và kế hoạch hoá marketing