Lecture Marketing management: Chapter 7 – Nguyễn Thị Trang Nhung

so many products fail


Traditional 4Ps extended to cope with today's changing
environment


The Marketing Mix
• The tools available to a business to
gain the reaction it is seeking from its
target market in relation to its
marketing objectives


The Marketing Mix (7P): componant


Marketing mix (7Ps)


1.Product


Product
• The firm must come up with a product
or service that people will want to
buy.

• It must fulfil some need
or want.

• It must be (or at least seem) unique.


Product
• Methods used to
improve/differentiate
the product and increase
sales or target sales more
effectively to gain
a competitive advantage e.g.
– Extension strategies
– Specialised versions
– New editions
– Improvements – real or
otherwise!
– Changed packaging
– Technology, etc.

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DV massage, giặt ủi
miễn phí
Trang trí đẹp

Ăn
Đầy
sáng đủ tiện Phòng ốc
miễn
nghi lòch sự

phí

1.DV cốt lõi
2.DV mong đợi

Có phục vụ
thức ăn
Cho thuê
nơi lưu trú

3.DV tăng thêm
Đa
Phương dạng DV
tiện sạch
sẽ

Phục vụ nhanh
chóng
Nhân viên tận tình, lòch sự

v.v…

4.DV tiềm năng

4 levels of hotel service

Đưa đón khách đến tận sân bay

K/H không chỉ mua lợi ích cơ bản DV mang lại mà họ muốn mua nó ở mức độ hoàn
chỉnh cao nhất & mức độ đó do cấp 2,3, 4 mang lại

9
=>Mức độ hoàn chỉnh càng cao thì càng làm tăng khả năng cạnh tranh trên TTr


Airport services

DV đưa
đón
DV bán
vé
DV đổi tiền

vận chuyển
hàng
không

DV bao quanh trong
hệ thống
DV trên
không

DV bưu điện

DV nhà hàng, khách sạn
ở sân bay

DV cơ bản

DV bao quanh độc lập
10

Product or
service/
brand
BMW

Core
Product
Freedom to travel

Sheraton

A motor car
Rooms

Egypt Air

Flight

Zamalek Football
Club

Excitement and
leisure

Cooling

Room service

An airline
journey
T-shirts – photos
with players
Insurance
policy

ALICO
UNIONAIR

Actual Augmented
Product
Product

Finance
Warranty


Price


2.Price
• The price must be one that
•
•

the customer thinks is good
value for money.
This is not the same as
being cheap!

Prices have a great
psychological effect on
customers.


CÁC PHƯƠNG PHÁP ĐỊNH GIÁ
Dựa vào mô hình 3C-3 yếu tố cơ bản nhất chi phối sự hình thành & vận động giá
cả-ta có những cách đònh giá sau:
Mức giá
thấp không
thể sản
xuất

Mức giá gắn
liền với SX &
chi phí
(COST)

Mức giá gắn liền Mức giá gắn
Mức giá cao
với cạnh tranh trên liền với nhu cầu không phát
TT
K/H
sinh nhu cầu
(COMPETITOR)
(CUSTOMER)

GIÁ SÀN

GIÁ TRẦN

Chi phí SX
1 đơn vò SP

Giá cao nhất
K/H có thể mua

THẤP

VÙNG LỰA CHỌN
GIÁ CÓ THỂ
BIÊN ĐỘ CỦA GIÁ

CAO
14


3.Place


Place
• The means by which products and
services get from producer
to consumer and where they can be
accessed by the consumer
– The more places to buy the product and the
easier it is made to buy it, the better for the
business (and the consumer?)

4.Promotion


Promotion
• Strategies
to make the
consumer aware of
the existence of a
product
or service
• NOT just advertising


Promotion


The promotional message should
Grab

Attention

Stimulate

Create

Interest

Desire

Promote

Action


5.People


People
• People represent the business
– The image they present can be important
– First contact often human – what is the lasting image
they provide to the customer?
– Extent of training and knowledge
of the product/service concerned
– Do staff represent the desired culture
of the business?


People
• People represent the business
– The image they present can be important
– First contact often human – what is the lasting image
they provide to the customer?
– Extent of training and knowledge
of the product/service concerned
– Mission statement – how relevant?
– Do staff represent the desired culture
of the business?

People
• People represent the business
– The image they present can be important
– First contact often human – what is the lasting image
they provide to the customer?
– Extent of training and knowledge
of the product/service concerned
– Mission statement – how relevant?
– Do staff represent the desired culture
of the business?