TIẾNG ANH KINH TẾ marketing 17042009

MARKETING

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Marketing

Marketing is defined by the American
Marketing Association as 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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Marketing

Marketing practice tends to be seen as
a creative industry, which includes
advertising, distribution and selling.

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Marketing

Marketing is influenced by many of
the social sciences, particularly

psychology, sociology, and economics.

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Marketing is a complete process within the
business which includes:
-Finding out what the customer wants – this is
called market research and involves finding
out what types of products are wanted
(product policy) and what prices consumers
are prepared to pay.
-Helping to produce the right product at the
right price.
-Persuading customers to buy it – by means of
advertising and packaging.
-Getting the product to the customer in the most
convenient and efficient way – distribution.


Market research


Marketing

Marketing Mix contained 4 elements:
product, price, place, and promotion.

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Marketing

Product: The product aspects of marketing
deal with the specifications of the actual
goods or services, and how it relates to the
end-user's needs and wants.
-It involves decisions about the product’s
quality, its style and design, the branding
policy (what to call it and how to ensure
that customers recognise the ‘brand name’),
how to package it, and what guarantees to
offer.

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Marketing

Price: This refers to the process of
setting a price for a product, including
discounts.

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Marketing

Place: This refers to the channel by
which a product or service is sold.

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Marketing

Promotion: This includes advertising,
sales promotion, publicity, and
personal selling. Branding refers to the
various methods of promoting the
product, brand, or company.

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Marketing

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Marketing- product
 Product

policy in marketing involves:

-Finding out what people want in a particular
product and what they use it for.
-Deciding what the product should look like: this
involves making sure that the design is not only
up-to-date but that it is suitable for people to use.

-Making sure that the price is right for the people
who the company thinks will be likely to buy the
product.
-Getting the ‘slot’ in the market right with regard to
other factors such as status.
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Marketing- product
 Product

life cycle

Almost all products have a lifetime during which
they are used.
-Firstly, the product will be very new to the market
and only a few people will know about it.
-After a while the product will become widely
known and, its producers hope, popular.
At the end of a product’s life it will become less
popular and will be replaced by other newer
products.

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Marketing- product
 The

product variation is a change of the product

properties in timing, i.e. an "old" product is changed and
replaced by a new.

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Marketing- product
 Product

differentiation (also known simply as
"differentiation") is the process of distinguishing the
differences of a product or offering from others, to make
it more attractive to a particular target market. This
involves differentiating it from competitors' products as
well as ones own product offerings.

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Marketing-product
 Product

innovation involves the introduction of a good
or service that is new or substantially improved. This
includes, but is not limited to, improvements in
functional characteristics, technical abilities, or ease of
use.

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Marketing-product
 Product

elimination: The removal of products from the
PRODUCT PORTFOLIO once they have reached the
decline stage of the life cycle. Usually the choice rests
between immediate withdrawal and phasing it out
slowly.

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Marketing-product
 Product

elimination: The removal of products from the
PRODUCT PORTFOLIO once they have reached the
decline stage of the life cycle. Usually the choice rests
between immediate withdrawal and phasing it out
slowly.

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Marketing-product
 A durable

good or a hard good is a good which does
not quickly wear out, or more specifically, it yields

services or utility over time rather than being completely
used up when used once.

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Marketing-product
 Perishable

goods: the goods that can not last for a long
time without going to be bad or decay.

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Marketing-product
 Convenience

goods: Widely distributed and relatively
inexpensive goods which are purchased frequently and
with minimum of effort, such as gasoline (petrol),
newspapers, and most grocery items.

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Marketing-product
 Specialty

good: Item that is extraordinary or unique

enough to motivate people to make an unusual effort to
get it.

 Examples

are designer clothes, exotic perfumes, limitededition cars, stunning designs, works of famous painters.

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Marketing-price
 Cost

recovery pricing: setting the price to cover costs.

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Costs
 Direct

costs are costs to make the product including
such things as raw materials, pay and energy (these can
also be called Variable Costs). The direct costs increase
as the amount produced increases and decrease as the
amount decreases.
 Indirect costs (or fixed costs or overheads) are costs to
provide the firm in which the product is to be made or,
simply, for the firm to remain in existence. Indirect costs
consist of rent for offices and factories, management

salaries, and administrative costs. They are usually the
same however many units of the product are made.