slide CHIẾN LƯỢC MARKETING: MARKETING IN TODAY’S ECONOMY

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

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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).

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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)

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Change in Daily Media Usage by
U.S. Adults, 2008-2011 (Exhibit 1.1)

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Some data in
Vietnam
JAN
2019

VIETNAM

TOTA
POPULATION
L

MOBIL
SUBSCRIPTIONS
E

INTERNET
USERS

96.9
6

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%

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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?

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Tăng cường sức mạnh khách hàng ng s ức mạnh khách hàng c mại), nh khách hàng

là một thách thức liên tục đối với t thách th ức mạnh khách hàng c liên t ục đối với c đ ối với i v ới i
các nhà tiếp thị trong nền kinh tế p th ị trong nền kinh tế trong n ền lực n kinh t ếp thị trong nền kinh tế
ngày nay. Cá nhân b ại), n đã tr ảnh)i qua
sự lo ngại), thay đổi về nhu cầu)i quy ền lực n l ự lo ngại), c này theo
những cách nào; với tư cách là ng cách nào; v ới i t ư cách là
khách hàng hay doanh nhân? S ự lo ngại),
chuy ển giao quyền lực n dị trong nền kinh tế ch quy ền lực n lự lo ngại), c này có đ ồng ng
đền lực u gi ững cách nào; với tư cách là a các ngành và th ị trong nền kinh tế tr ường sức mạnh khách hàng ng
không? Làm th ếp thị trong nền kinh tế nào đ ển giao quyền lực nh ư v ậy?y?

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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.”
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Basic Marketing Concepts:
Marketing Defined

Nguồn: Kotler & Amstrong, 2012

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Basic Marketing Concepts:
Marketing Defined

RE SE ARC H

S.T.P

MARKETING M I X
(4P/ 7P)

IMPLEMENTATION

CONTROLLING

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Basic Marketing Concepts:
Marketing Defined

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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
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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

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Common Metamarkets and
Participants (Exhibit 1.3)

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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

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How concerned are you about
privacy and security in today’s
economy? Why do so many
people,
particularly younger people, seem

to be unconcerned about privacy?
Will these issues still be
important in 10 years? Explain.

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Bại), n lo lắng như thế nào về quyền ng như thếp thị trong nền kinh tế nào v ền lực quy ền lực n
riêng tư và bảnh)o mậy?t trong n ền lực n
kinh tếp thị trong nền kinh tế ngày nay? Tại), i sao nhi ền lực u
ngường sức mạnh khách hàng i,
đặc biệt là những người trẻ tuổi, c biệt là những người trẻ tuổi, t là những cách nào; với tư cách là ng ngường sức mạnh khách hàng i tr ẻ tuổi, tu ổi về nhu cầu)i,
dường sức mạnh khách hàng ng như không quan tâm đ ếp thị trong nền kinh tế n
quyền lực n riêng t ư? Liệt là những người trẻ tuổi, u nh ững cách nào; với tư cách là ng v ấn n
đền lực này có còn quan tr ọng trong 10 ng trong 10
năm nững cách nào; với tư cách là a không? Gi ảnh)i thích.

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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

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