Marketing hin iBch khoa ton th m Wikipedia

Thng tin trong bi (hay on) ny khng th kim chng c do khng c ch gii t bt k ngun tham kho no.Xin bn hy ci thin bi vit ny bng cch b sung ch thch ti cc ngun uy tn. Nu bi c dch t Wikipedia ngn ng khc th hy chuyn ngun tham kho t phin bn cho bi ny. Nu khng, nhng cu hay on vn khng c ch gii ngun gc c th b thay th hoc xa i bt c lc no.

Song song vi s pht trin ca nn kinh t th trng, l s ra i ca cc loi hot ng Marketing. Nu nh xa kia, Marketing truyn thng ph hp vi giai on th trng: th trng ca ngi bn (nh sn xut), th ngy nay, Marketing hin i ph hp vi giai on th trng: th trng ngi mua (ngi tiu dng). Marketing hin i ra i, p ng c nhng nhu cu ca khch hng. Ngy nay, khch hng c quyn lc hn bao gi ht, h c th kim sot vic sn phm, dch v tiu th u, vo lc no, nh th no, ng ngha vi n l h s c nhiu s la chn, h t khi trung thnh vi mt nhn hiu no . Khi nim Marketing hin i c chnh Philip Kotler a ra nhm nh gi s tin b ca ngnh marketing v cc quan im hin i nht v vn ny. Marketing hin i (Modern Marketing) l chc nng qun l cng ty v mt t chc v qun l ton b cc hot ng sn xut kinh doanh, t vic pht hin ra v bin sc mua ca ngi tiu th thnh nhu cu thc s v mt sn phm c th, dn n vic chuyn sn phm n ngi tiu th mt cch ti u (bn ci th trng cn ch khng phi l bn ci c sn, xut pht t li ch ngi mua, coi trng khu tiu th, phi hiu bit yu cu th trng cng vi s thay i thng xuyn v c s lng v cht lng cn tha mn).Mc lc[n]

o o o o o o o

1 Vai tr v v tr ca Marketing hin i trong kinh doanh 2 Ni dung ca marketing hin i 2.1 To ra khch hng 2.2 Ch trng cc mi quan h 2.3 Ch trng ginh v gi khch hng 2.4 Tha mn v duy tr s trung thnh ca khch hng 3 nh hng ca t tng Marketing hin i 4 Cch o lng 4.1 Rating 4.2 Monitoring 4.3 Phng vn v iu tra 5 Lin kt ngoi

[sa]Vai

tr v v tr ca Marketing hin i trong kinh

doanhMarketing ngy nay ng mt vai tr trung tm trong vic dch chuyn thng tin khch hng thnh cc sn phm, dch v mi v sau nh v nhng sn phm ny trn th trng. Cc sn phm dch v mi l cu tr li ca cc cng ty trc s thay i s thch ca khch hng v cng l ng lc ca s cnh tranh. Nhu cu ca khch hng thay i, cc cng ty phi i mi lm hi lng v p ng nhu cu ca khch. V vy Marketing hin i c vai tr l: Xc nh nhu cu ca khch hng, thit lp v lnh o tin trnh i mi.

Phi hp vi cc hot ng nghin cu v pht trin khc thc y tin trnh thc hin cc sn phm mi, v n l nhn t quan trng nht tc ng n thnh cng ca mt sn phm.

Gip doanh nghip ch ra c nhng xu hng mi, nhanh chng tr thnh n by, bin chng thnh c hi, gip cho s pht trin chin lc v s ln mnh lu bn ca cng ty.

[sa]Ni [sa]To

dung ca marketing hin ira khch hng

Chuyn t quan im theo ui vic bn hng sang quan im to ra khch hng. Trc kia, nh sn xut hay cung ng dch v ch chy theo khch hng, nay h bit i trc, n u nm bt th hiu khch hng, ch ng p ng nhu cu ny. Thm ch h ch ng khi gi nhu cu ca khch hng.a ra sn phm m bo cht lng ng thi gi c ph hp vi tng i tng; to ra cu ni gia khnh hng vi nh sn xut mt cch gn nht, trnh b nng gi m nh sn xut khng kim sot c.[sa]Ch

trng cc mi quan h

Marketing truyn thng ch ch n cc giao dch cn marketing hin i ch trng khng ch giao dch m cn l cc mi quan h vi khch hng. Quan im c lm cho vic kinh doanh tr nn th thin v thc dng song khng c chiu su v s bn lu. Quan im mi ch xy dng, vun p cc quan h vi khch hng nn tng u t cho giao dch li gim xung m hiu qu tng ln. Nh vy, Marketing hin i ch trng rt ln n vic to mi quan h bn cht vi khch hng.[sa]Ch

trng ginh v gi khch hng

Nh chnh Philip Kotler nhn mnh: "Trong marketing hin i, song song vi vic thit k mt hn hp marketing tt nht bn c hng, ngy cng c xu hng ch trng hn n vic thit k h thng cc mi quan h khch hng tt nht ginh ly v gi khch hng"[sa]Tha

mn v duy tr s trung thnh ca khch hng

Thay v nh gi hiu qu marketing l phc v cho bn c nhiu hng, ngy nay cc tiu ch nh gi quan trng nht vi marketing hin i li l nhng nhn t v hnh, l "tha mn tt

nht cc nhu cu ca khch hng" v "duy tr ti a lng trung thnh ca khch hng".[sa]nh

hng ca t tng Marketing hin i

T tng marketing hin i nh hng n nhn thc, hnh x ca ton b ngnh marketing. Trn chin mi ca cc cng ty l trn chin ginh ch trong tm tr khch hng, ginh ly "top of mind" ca khch hng. T thay i ny dn n cc phng php lm vic mi, cc cch tip cn mi, nhn bn v cng tinh vi hn. Hn th na, t tng marketing hin i cn tc ng n c hnh x ca nh sn xut hay cung ng dch v vi cc nh thu ph v nh phn phi ca mnh. H bt u coi nh thu ph v nh phn phi l i tc thay v coi l khch hng v i x tng ng theo nguyn tc win - win.[sa]Cch

o lng

Chnh v marketing hin i hng n v ch trng cc nhn t v hnh trong khi thc thi cc hnh vi marketing nn cng c nhng cng c o lng mi c p dng o m mc thnh cng ca cc chin dch marketing. Mt vi cng c vn c nhc n l:[sa]Rating

Do cc hng chuyn nghin cu th trng thc hin. Vit Nam c TNS v AcNielsen thc hin cc dch v ny. Mc tiu o m v xp hng nh gi hiu qu ca cc chin dch ti tr, qung co.[sa]Monitoring

Theo di thng tin theo mt chuyn no c t hng. Cc monitoring ny cng c th c thc hin v bn i tr.[sa]Phng

vn v iu tra

Thc hin theo n t hng nhm vo mt mc tiu, ch r rt. Cc phng vn v iu tra ny thng i hi chi ph cao v

mt lng ln nhn lc thc hin cng nh phn tch, lp bo co.[sa]

MarketingFrom Wikipedia, the free encyclopedia

For the magazine, see Marketing (magazine). This article may require cleanup to meet Wikipedia's quality standards. Please improve this article if you can. The talk pagemay contain suggestions. (November 2009)Marketing Key concepts Product Pricing Distribution Service Retail Brand management Account-based marketing Marketing ethics Marketing effectiveness Market research Market segmentation Marketing strategy Marketing management Market dominance Promotional content Advertising Branding Underwriting Direct marketing Personal Sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing Premiums Prizes Promotional media Printing Publication Broadcasting Out-of-home

Internet marketing Point of sale Promotional merchandise Digital marketing In-game In-store demonstration Word-of-mouth marketing Brand Ambassador Drip MarketingThis box: view talk edit

Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales.[1] It generates the strategy that underlies sales techniques, business communication, and business developments.[2] It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.[2] Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.[citation needed] The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of stayingprofitable.[citation needed] The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions.[3] It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.[3]Contents[hide] o o

1 Further definitions 2 Evolution of marketing 2.1 Earlier approaches 2.2 Contemporary approaches

o

3 Customer orientation 3.1 Organizational orientation

3.1.1 Herd behavior 3.1.2 Further orientations 4.1 Marketing environment 4.2 Market segmentation 4.3 Types of marketing research

o o o o o o

4 Marketing research

5 Marketing planning 5.1 Marketing strategy 6 Marketing specializations 7 Buying behaviour 7.1 B2C buying behaviour 7.2 B2B buying behaviour 8 Use of technologies 9 Services marketing 10 See also 11 References

[edit]Further

definitions

Marketing is defined by the American Marketing Association (AMA) 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. Marketing is a product or service selling related overall activities. [4] The term developed from an original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of processes that are interconnected and interdependent with other functions,[5] whose methods can be improved using a variety of relatively new approaches." The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably."[6] A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value.[7] In this

context, marketing is defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage."[7] Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neu roscience, the profession is now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc) programmes. The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre- and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture. [edit]Evolution

of marketing

Main article: History of marketing An orientation, in the marketing context, related to a perception or attitude a firm holds towards its product or service, essentially concerning consumers and endusers. Throughout history, marketing has changed considerably in time with consumer tastes.[8] [edit]Earlier

approaches

The marketing orientation evolved from earlier orientations, namely, the production orientation, the product orientation and the selling orientation.[8][9] Western Orientation Profit driver European timeframe

Description

Production[9] Production methods

until the A firm focusing on a production orientation 1950s specializes in producing as much as possible of a given product or service. Thus, this signifies a firm exploiting economies of scale until the minimum efficient scale is reached. A production orientation may be deployed when a high demand for a product or service exists,

coupled with a good certainty that consumer tastes will not rapidly alter (similar to the sales orientation).

Product[9]

Quality of the product

A firm employing a product orientation is chiefly concerned with the quality of its own product. A until the firm would also assume that as long as its 1960s product was of a high standard, people would buy and consume the product.

Selling[9]

Selling methods

1950s and 1960s

A firm using a sales orientation focuses primarily on the selling/promotion of a particular product, and not determining new consumer desires as such. Consequently, this entails simply selling an already existing product, and using promotion techniques to attain the highest sales possible. Such an orientation may suit scenarios in which a firm holds dead stock, or otherwise sells a product that is in high demand, with little likelihood of changes in consumer tastes diminishing demand.

Marketing[9]

The 'marketing orientation' is perhaps the most common orientation used in contemporary marketing. It involves a firm essentially basing its marketing plans around the marketing Needs and concept, and thus supplying products to suit new 1970 to wants of consumer tastes. As an example, a firm would present day customers employ market research to gauge consumer desires, use R&D to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure persons know the product exists.

[edit]Contemporary

approaches

Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution andsocial marketing with focus on benefits to society. [10] New forms of marketing also use the internet and are therefore called internet

marketing or more generally e-marketing, online marketing, search engine marketing, desktop advertising or affiliate marketing. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Western Europea n timefram e

Orientation

Profit driver

Description

Emphasis is placed on the whole Relationship Building and 1960s to relationship between suppliers and marketing /Relations keeping good present customers. The aim is to provide hip management[10] customer relations day the best possible customer service and build customer loyalty.

In this context, marketing takes place between businesses or organizatio ns. The product focus lies Building and on industrial goods orcapital Business keeping 1980s to goods rather than marketing /Industrial relationships present consumer products or end marketing betweenorganizatio day products. Different forms of ns marketing activities, such as promotion, advertising and communication to the customer are used.

Social marketing[10]

Benefit to society

1990s to Similar characteristics as present marketing orientation but with the day added proviso that there will be a curtailment of any harmful activities to society, in either product, production, or selling

methods.

Branding

Brand value

In this context, "branding" is the 2000s to main company philosophy and present marketing is considered an day instrument of branding philosophy.

[edit]Customer

orientation

A firm in the market economy survives by producing goods that persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern. Many companies today have a customer focus (or market orientation). This implies that the company focuses its activities and products on consumer demands. Generally, there are three ways of doing this: the customer-driven approach, the market change identification approach and the product innovation approach. In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no reason to spend R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.[11] A formal approach to this customer-focused marketing is known as SIVA[12] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management. Product Price Solution Value

Place

Access

Promotion Information If any of the 4Ps were problematic or were not in the marketing factor of the business, the business could be in trouble and so other companies may appear in the surroundings of the company, so the consumer demand on its products will decrease. [edit]Organizational

orientation

In this sense, a firm's marketing department is often seen as of prime importance within the functional level of an organization. Information from an organization's marketing department would be used to guide the actions of other departments within the firm. As an example, a marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires. The production department would then start to manufacture the product, while the marketing department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a firm's finance department would be consulted, with respect to securing appropriate funding for the development, production and promotion of the product. Inter-departmental conflicts may occur, should a firm adhere to the marketing orientation. Production may oppose the installation, support and servicing of new capital stock, which may be needed to manufacture a new product. Finance may oppose the required capital expenditure, since it could undermine a healthy cash flow for the organization. [edit]Herd behavior Herd behavior in marketing is used to explain the dependencies of customers' mutual behavior. The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior.[13] It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct." The basic idea is that people will buy more of products that are seen to be popular, and several feedback mechanisms to get product popularity

information to consumers are mentioned, including smart card technology and the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was introduced by a Florida Institute of Technology researcher, which is appealing to supermarkets because it can "increase sales without the need to give people discounts." Other recent studies on the "power of social influence" include an "artificial music market in which some 19,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (e.g., Amazon, eBay). [edit]Further orientations An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers, see also employer branding.

Diffusion of innovations research explores how and why people adopt new products, services, and ideas.

With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content,custom media and reality marketing.

[edit]Marketing

research

Main article: Marketing research Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and attain information from suppliers. Marketing researchers use statistical methods such as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations, frequency distributions, poisson distributions, binomial distributions, etc. to interpret their findings and convert data into information. The

marketing research process spans a number of stages, including the definition of a problem, development of a research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information. A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research. [edit]Marketing

environment

Main article: Marketing environment [edit]Market segmentation Main article: Market segmentation Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to children.Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products which are marketed to two distinct groups of persons, both with similar needs, traits, and wants. Market segmentation allows for a better allocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it must make choices (and incur the related costs) in servicing specific groups of consumers. In this way, the diversified tastes of contemporary Western consumers can be served better. With growing diversity in the tastes of modern consumers, firms are taking note of the benefit of servicing a multiplicity of new markets. Market segmentation can be defined in terms of the STP acronym, meaning Segment, Target and Position. [edit]Types

of marketing research

Marketing research, as a sub-set aspect of marketing activities, can be divided into the following parts:

Primary research (also known as field research), which involves the conduction and compilation of research for a specific purpose.

Secondary research (also referred to as desk research), initially conducted for one purpose, but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted into health foods, which is used solely to ascertain the needs/wants of the target market for health foods. Secondary research in this case would be research pertaining to health foods, but used by a firm wishing to develop an unrelated product. Primary research is often expensive to prepare, collect and interpret from data to information. Nevertheless, while secondary research is relatively inexpensive, it often can become outdated and outmoded, given that it is used for a purpose other than the one for which it was intended. Primary research can also be broken down into quantitative research and qualitative research, which, as the terms suggest, pertain to numerical and non-numerical research methods and techniques, respectively. The appropriateness of each mode of research depends on whether data can be quantified (quantitative research), or whether subjective, non-numeric or abstract concepts are required to be studied (qualitative research). There also exist additional modes of marketing research, which are: Exploratory research, pertaining to research that investigates an assumption.

Descriptive research, which, as the term suggests, describes "what is".

Predictive research, meaning research conducted to predict a future occurrence. Conclusive research, for the purpose of deriving a conclusion via a research process.

[edit]Marketing

planningThis section may require cleanup to meet Wikipedia's quality standards. Please improve this section if you can. The talk pagemay contain suggestions. (October 2009)

Main article: Marketing plan The marketing planning process involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organization's overallmarketing strategy. Generally speaking, an organization's marketing planning process is derived from its overall business strategy. Thus, when top management are devising the firm's strategic direction or mission, the intended marketing activities are incorporated into this plan. There are several levels of marketing objectives within an organization. The senior management of a firm would formulate a general business strategy for a firm. However, this general business strategy would be interpreted and implemented in different contexts throughout the firm. [edit]Marketing

strategy

The field of marketing strategy encompasses the strategy involved in the management of a given product. A given firm may hold numerous products in the marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage such products. Evidently, a company needs to weigh up and ascertain how to utilize its finite resources. For example, a start-up car manufacturing firm would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each scenario requires a unique marketing strategy. Listed below are some prominent marketing strategy models. [edit]Marketing

specializations

With the rapidly emerging force of globalization, the distinction between marketing within a firm's home country and marketing within external markets is disappearing very quickly. With this in mind, firms need to reorient their marketing strategies to meet the challenges of the global marketplace, in addition to sustaining their competitiveness within home markets.[14] [edit]Buying

behaviour

A marketing firm must ascertain the nature of customers' buying behavior if it is to market its product properly. In order to entice and persuade a consumer to buy a product, marketers try to determine the behavioral process of how a given product is purchased. Buying behavior is usually split into two prime strands, whether selling to the consumer, known as business-to-consumer (B2C), or to another business, known as business-to-business (B2B). [edit]B2C

buying behaviour

This mode of behaviour concerns consumers and their purchase of a given product. For example, if one imagines a pair of sneakers, the desire for a pair of sneakers would be followed by an information search on available types/brands. This may include perusing media outlets, but most commonly consists of information gathered from family and friends. If the information search is insufficient, the consumer may search for alternative means to satisfy the need/want. In this case, this may mean buying leather shoes, sandals, etc. The purchase decision is then made, in which the consumer actually buys the product. Following this stage, a post-purchase evaluation is often conducted, comprising an appraisal of the value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat purchase may be made. This could then develop into consumer loyalty to the firm producing the sneakers. [edit]B2B

buying behaviour

Relates to organizational/industrial buying behavior.[15] "B2B" stands for Business to Business. B2B marketing involves one business marketing a product or service to another business. B2C and B2B behavior are not precise terms, as similarities and differences exist, with some key differences listed below: In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified rebuy scenario, the fifth and sixth stages are precluded. In a new buy, all stages are conducted. [edit]Use

of technologies

Marketing management can also rely on various technologies within the scope of its marketing efforts. Computer-based information systems can be employed, aiding in better processing and storage of data. Marketing researchers can use such systems to devise better methods of converting data into information, and for the creation of enhanced data gathering methods. Information technology can

aid in enhancing an MKIS' software and hardware components, and improve a company's marketing decision-making process. In recent years, the netbook personal computer has gained significant market share among laptops, largely due to its more user-friendly size and portability. Information technology typically progresses at a fast rate, leading to marketing managers being cognizant of the latest technological developments. Moreover, the launch of smartphones into the cellphonemarket is commonly derived from a demand among consumers for more technologically advanced products. A firm can lose out to competitors should it ignore technological innovations in its industry. Technological advancements can lessen barriers between countries and regions. Using the World Wide Web, firms can quickly dispatch information from one country to another without much restriction. Prior to the mass usage of the Internet, such transfers of information would have taken longer to send, especially if done via snail mail, telex, etc. [edit]Services

marketing

Services marketing relates to the marketing of services, as opposed to tangible products. A service (as opposed to a good) is typically defined as follows: The use of it is inseparable from its purchase (i.e., a service is used and consumed simultaneously)

It does not possess material form, and thus cannot be touched, seen, heard, tasted, or smelled.

The use of a service is inherently subjective, meaning that several persons experiencing a service would each experience it uniquely.

For example, a train ride can be deemed a service. If one buys a train ticket, the use of the train is typically experienced concurrently with the purchase of the ticket. Although the train is a physical object, one is not paying for the permanent ownership of the tangible components of the train. Services (compared with goods) can also be viewed as a spectrum. Not all products are pure goods, nor are all pure services. An example would be a restaurant, where a waiter's service is intangible, but the food is tangible.

[edit]See

also

Advertising Consumer behaviour Demand chain Distribution (Placement) Market segmentation Marketing acronyms Outline of marketing Positioning Pricing Product Promotion (marketing) Targeting (advertising) Service dominant logic (marketing) Types of marketing White Space (management)

[edit]References

1.

^ Marketing definition "the action or business of promoting and selling

products or services, including market research and advertising"http://oxforddictionaries.com/view/entry/m_en_gb0500950#m_en_gb 0500950

2.

^ a b Kotler, Philip; Gary Armstrong, Veronica Wong, John

Saunders (2008). "Marketing defined". Principles of marketing (5th ed.). p. 7. Retrieved 2009-10-23.

3.

^ a b Kotler, Philip; Gary Armstrong, Veronica Wong, John Saunders

(2008). "Marketing defined". Principles of marketing (5th ed.). p. 17. Retrieved 2009-10-23.

4. 5.

^ "The Definition of Marketing". American Marketing Association. ^ Paul H. Selden (1997). Sales Process Engineering: A Personal

Retrieved 2009-10-30. Workshop. Milwaukee, WI. p. 23.

6. 7.

^ "Definition of marketing". Chartered Institute of Marketing. Retrieved ^ a b Paliwoda, Stanley J.; John K. Ryans. "Back to first

2009-10-30. principles". International Marketing: Modern and Classic Papers (1st ed.). p. 25. Retrieved 2009-10-15.

8. 9.

^ a b Kotler, Philip; Kevin Lane Keller (2009). "1". A Framework for ^ a b c d e Adcock, Dennis; Al Halborg, Caroline

Marketing Management (4th ed.). Pearson Prentice Hall. ISBN 0136026605. Ross (2001). "Introduction". Marketing: principles and practice (4th ed.). p. 15. Retrieved 2009-10-23.

10.10-23.

^ a b c Adcock, Dennis; Al Halborg, Caroline Ross

(2001). "Introduction". Marketing: principles and practice. p. 16. Retrieved 2009-

11. 12.

^ "Marketing Management: Strategies and Programs", Guiltinan et al., ^ Dev, Chekitan S.; Don E. Schultz (January/February 2005). "In the Mix:

McGraw Hill/Irwin, 1996 A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st Century". Marketing Management 14(1).

13. 14. 15.

^ "Swarming the shelves: How shops can exploit people's herd mentality ^ Joshi, Rakesh Mohan, (2005) International Marketing, Oxford University ^ "Chapter 6: Organizational markets and buyer behavior".

to increase sales". The Economist. 2006-11-11. p. 90. Press, New Delhi and New York ISBN 0195671236 Rohan.sdsu.edu. Retrieved 2010-03-06.Look up marketing inWiktionary, the free dictionary. Wikiquote has a collection of quotations related to:Marketing

Categories: Marketing | Business

Tip thBch khoa ton th m Wikipedia

Bi hoc on ny cn c wiki ha theo cc quy cch nh dng v vn phong Wikipedia.Xin hy gip pht trin bi ny bng cch lin kt trong n cc mc t thch hp khc.

Thng tin trong bi (hay on) ny khng th kim chng c do khng c ch gii t bt k ngun tham kho no.Xin bn hy ci thin bi vit ny bng cch b sung ch thch ti cc ngun uy tn. Nu bi c dch t Wikipedia ngn ng khc th hy chuyn ngun tham kho t phin bn cho bi ny.

Tip th hay Tip cn th trng (Marketing) l vic nhn dng ra c nhng g m con ngi v x hi cn. Mt sn phm nu c to ra m khng ai c nhu cu dng v mua th s khng bn ra c, t s khng c li. M nu vy, th sn xut s tr thnh khng sinh li. Do , nh ngha ngn nht m ta c c l nhn dng c nhu cu mt cch c li. Hip hi Marketing M (American Marketing Association, AMA) cho nh ngha sau: "Marketing l mt nhim v trong c cu t chc v l mt tp hp cc tin trnh nhm to ra, trao i, truyn ti cc gi tr n cc khch hng, v nhm qun l quan h khch hng bng nhng cch khc nhau mang v li ch cho t chc v cc thnh vin trong hi ng c ng"[cn dn ngun]. C th xem nh marketing l qu trnh m nhng c nhn hoc tp th t c nhng g h cn v mun thng qua vic to lp, cng hin, v trao i t do gi tr ca cc sn phm v dch v vi nhau(MM - Kotler). Theo nh ngha dnh cho cc nh qun l, marketing c v nh "ngh thut bn hng", nhng kh ngc nhin rng, yu t quan trng nht ca marketing tht ra khng nm ch bn sn phm. Peter Drucker, nh l thuyt qun l hng u cho rng: "Nhng mc ch ca marketing l lm sao bit v hiu r khch hng tht tt sao cho sn phm hoc dch v thch hp nht vi ngi , v t n s bn c n. L tng nht, Marketing nn l kt qu t s sn sng mua sm. T , vic hnh thnh nn sn phm hoc dch v mi tr nn cn thit to ra chng"[cn dn ngun].Mc lc[n]

1 Thut ng Marketing 2 Trao i v Giao dch

3 Nhng iu cn c gii thiu vi th trng 4 Marketing hin i 5 Phng php 6 Marketing (4Ps) 7 Tham kho

[sa]Thut

ng MarketingThng tin trong bi (hay on) ny khng th kim chng c do khng c ch gii t bt k ngun tham kho no.Xin bn hy ci thin bi vit ny bng cch b sung ch thch ti cc ngun uy tn. Nu bi c dch t Wikipedia ngn ng khc th hy chuyn ngun tham kho t phin bn cho bi ny.

Theo mt s ti liu th thut ng Marketing xut hin ln u tin ti M vo u th k 20 v c a vo T in ting Anh nm 1944. Xt v mt cu trc, thut ng Marketing gm gc "market" c ngha l "ci ch" hay "th trng" v hu t "ing" din t s vn ng v qu trnh ang din ra ca th trng. Market vi ngha hp l "ci ch" l ni gp g gia ngi mua v ngi bn, l a im trao i hng ha, thng c hiu l hng tiu dng thng thng. Marketing vi ngha rng l "th trng" l ni thc hin khu lu thng hng ha, khng tch ri ca qu trnh ti sn xut (bao gm sn xut, lu thng v tiu dng), l ni din ra hot ng mua bn, trao i sn phm hng ha ni chung. Hu t "ing" vn dng ch cc s vt ang hot ng tip din, din t 2 ngha chnh:

Ni dung c th ang vn ng ca th trng Qu trnh vn ng trn th trng ang din ra v s cn tip tc.

Qu trnh ny din ra lin tc, n c bt u nhng khng c kt thc. C bt u v marketing l i t nghin cu th trng, doanh nghip ch hnh ng khi bit r nhu cu th trng. Khng c kt thc, v marketing khng dng li ngay c sau khi bn hng v cung cp cc dch v hu mi, marketing cn tip tc gi m, phi hin v tha mn nhu cu ngy mt tt hn.

Ti Vit Nam, mt s ti liu thng hay dch t marketing sang ting vit l "tip th". Tuy nhin, t "tip th" khng th bao hm ht c ngha ca marketing, n ch l phm vi hp ca marketing[cn dn ngun]. [sa]Trao

i v Giao dch

Ngi ta c th c c mt sn phm t bn cch khc nhau: T bn thn h c th sn xut ra sn phm hay dch v, nh l i sn, nh bt c, hoc thu lm hoa qu. Hoc dng lc c c sn phm, nh l cp hoc cp. Hoc xin, nh nhng g xy ra i vi nhng ngi khng nh xin tin, hoc thc n. Hoc a ra mt sn phm, mt dch v, hoc tin trao i cho th m h mong mun. Trao i l khi nim quan trng nht/ct li ca Marketing, l tin trnh t c 1 sn phm t mt ngi no thng qua vic a ra mt vt g nhm trao i. kh nng trao i tn ti, 5 iu kin c bn phi c tha mn: 1. 2. 3. 4. C t nht 2 bn thnh phn tham gia. Mi bn phi c mt th g c gi tr i vi bn kia. Mi bn u c kh nng trao i v truyn ti. Mi bn c t do trong vic chp thun hay t chi s trao i.

5. Mi bn tin tng rng c s hp l v mong mun khi thng lng vi bn kia Khi hai bn ng tha thun trao i, v nu nh h c th thng thuyt vi nhau - c t c nhng iu kin thch hp tha mn i bn. Khi i bn t c nguyn, bc k n s l thc hin giao dch. Mt giao dch l s trao i gi tr gia hai nhiu pha: bn A a X cho bn B v nhn v Y. ng Smith bn cho ng Jones mt chic tivi v ng Jones tr $400 cho ng Smith. Hnh thc ny c xem nh l c in; nhng trong giao dch tin bc khng nht thit phi l gi tr trao i. Mt giao dch vn c th bao gm trao i hng ha hay dch v cho nhng hng ha hay dch v khc, v d nh khi lut s Jones tho hp ng dm cho ng Smith, v ng Smith s a ra mt cuc kim tra sc khe cho ng Jones. Mt giao dch bao gm mt s hng: c t nht 2 vt c gi tr, ng da trn iu khon, thi gian k kt, v mt ni k kt. Mt h thng lut php h tr v gia c thm cho s bng lng ca hai bn.

Mt giao dch khc vi s chuyn khon. Trong mt chuyn khon, bn A a X cho bn B nhng khng nhn c bt k vt c th no. Qu tng, cng phm, t thin l chuyn khon. Hnh vi chuyn khon c th c xem nh l mt khi nim trong trao i. Thng thng, ngi chuyn khon trng mong s nhn c mt th g cho qu tng ca h, t d nh lng bit hn, hay thay i hnh vi ca ngi nhn. Nhng t chc Qu cu tr cung cp ch li n cho nhng ngi cu tr nh th cm n, thng bo cm n n bo ch, thip mi d mt chng trnh. Nh tip th lm rng hn khi nim ca marketing hc v hnh vi chuyn khon cng nh hnh vi giao dch. lm cho chuyn khon t thnh cng trn vn, cc nh tip th cn tin hnh iu tra tng mong mun ca i tng giao dch. [sa]Nhng

iu cn c gii thiu vi th trng

Kinh nghim: Mt cng ty c th to dng v tip th nhng kinh nghim vn c ca h. Th gii Vng quc mu nhim Walt Disney gii thiu n kinh nghim marketing: khch hng c ving thm mt vng quc thn tin, mt con tu cp bin, hay mt ngi nh ma.

Ngi: Cng ngh lng x ngi l mt ngnh kinh doanh chnh.

Ni chn: Thnh ph, tiu bang, vng hay mt quc gia cnh tranh si ni khuyn d du khch, u t, nh my chnh, v nhng dn c mi. T chc: Cc t chc lm nhng vic c tnh cht cng c xy dng mt hnh nh vng mnh, u th, v c o i vi i tng chin lc. Cng ty chi tr tin bc cho cc qung co xy dng hnh nh cng ty. Philips, mt hng in t ca H Lan, a ln qung co vi dng ch chnh "Let's make things better" (hy cng lm cuc sng tt p hn). Anh, chng trnh "Every little bit helps" ca Tesco a n ln hng u ca chui siu th ni y. Trng i hc, bo tng, cc t chc trin lm ngh thut v cc t chc khng quyn li u dng marketing a hnh nh ln cao v cnh tranh cho khn gi v qu.

Thng tin: Thng tin c th c sn xut v tip th nh mt mn hng: t in, bo ch...

tng: Mi th trng u c nhng tng c a ra. Charles Revson ca hng Revlon cho rng: "Trong nh my, chng ti lm ra m

phm; trong ca hiu, chng ti bn s hy vng". Sn phm v dch v l nn tng truyn ti nhng tng v quyn li. Cc nh tip th x hi bn rn cho vic qung b nhng tng nh: "Bn ng bn li xe say xn" (Friends don't let friends drive drunk) hay nh "Mt tr c l mt sn phm ti t khi b b ph". [sa]Marketing

hin i

Marketing hin i ch trng vo vic tha mn nhu cu khch hng bng cch tm hiu tp trung vo th trng v tp trung vo khch hng. Cng ty trc tin phi quan tm n ccnhu cu ca cc khch hng tim nng sau mi i vo sn xut ra sn phm hng ha hoc to ra dch v. L thuyt v thc hnh ca marketing c thit lp da trn c s khch hng dng mt sn phm hay mt dch v no ch khi h c mt nhu cu hoc bi v sn phm y/dch v y mang li mt ch li thit thc cho h. Hai mt chnh ca marketing l tm khch hng mi, gi lin lc mt thit vi cc khch hng hin c. [sa]Phng

php

Cc phng php marketing c hp th bi nhiu ngnh khoa hc x hi khc nhau. c bit l t mn tm l hc, x hi hc, kinh t hc. Nhn loi hc cng c lin quan nh v l mt mn ang pht trin c nh hng n marketing. Nghin cu th trng to c s vng chc cho cc hot ng ny. Thng qua ngnh qung co (l mt phn ban trong MKT), n cng c lin quan rt nhiu n t cht sng to ngh thut. Mt k hoch marketing t c thnh cng i hi s kt hp chin lc v hiu qu ca 4 ch P (Product, Place, Price, Promotion) - Sn phm, Phn phi, nh gi v Khuyn mi. Qun l marketing l mt ngnh ng dng ca tin trnh ny. Do marketing hin i l mt h thng kt hp ca nhiu hot ng kinh t, nhng ni mt cch c bn marketing gm c bn vic: bn ng sn phm n ng th trng ang cn n, nh gi ng theo nhu cu, tho mn ng nhu cu ca khch hng v to ra li nhun cho nh sn xut. [sa]Marketing

(4Ps)

Marketing c hiu nh l cc khuyn mi trong sn phm, c bit hn l qung co v gy dng thng hiu. Tuy nhin, marketing c ngha rng hn l ly khch hng lm trng tm. Cc sn phm hng ha s c pht trin p ng vi mong mi ca cc nhm khch hng khc nhau, v ngay c trong mt vi trng hp, ch mt nhm khch hng chuyn bit. E. Jerome McCarthy phn loi marketing vo 4 nhm hot ng c bn tr nn v cng ph bin, bao gm: Product (Sn phm hng ha): Sn phm gm nhng th hu hnh c th s m c (tangible) nh l n, qut, ca... hoc v hnh khng s c (intangible) nh l dch v. Din mo ca sn phm marketing bao gm cc chi tit c im ca mt loi hnh sn phm hoc dch v chuyn bit v lm cch no n c lin quan n nhu cu v s cn thit n ngi dng cui cng. Phm vi ca mt sn phm thng bao gm cung cp cc thnh phn cng thm nh bo hnh, v cc dch v khc.

Pricing (nh gi): l tin trnh i n vic nh gi cho mt sn phm, gm c vic bn gim gi, h gi. Khng nht thit phi l tin mt khng thi, n c th l bt k th g c th em ra trao i cho mt sn phm hay dch v. V d: thi gian hay s quan tm.

Placement hay distribution (V tr - Phn phi): l vic lm sao cho sn phm n c vi khch hng. V d nh v tr im bn c thun li cho khch mua hng hay khng, v tr sn phm c thun tin lt vo tm mt ca khch hay khng... i khi n cn c ngha l knh phn phi m sn phm hay hng ha c bn ra. V d bn trn mng hay bn cc ca hng s, ca hng l... bn tnh hay thnh ph bn cho nhm i tng no (thanh nin, gia nh, hay thng nhn).

Promotion (Khuyn mi): Bao gm c qung co, bn gi khuyn khch, lm cho mi ngi ch n, bn ring cho khch v lin h n nhiu phng php trong vic nh bng sn phm, thng hiu hoc cng ty.

Mt nh tip th c th dng nhng tnh cht y gy dng nn mt k hoch marketing hon chnh. Mu 4Ps ny c ng dng hiu qu nht khi marketing cho cc gi tr tiu th hng ha thp. i vi sn phm cng nghip, dch v, sn phm tiu dng gi tr cao cn c thm cc iu chnh cho m hnh ny. Bi v mi mi trng marketing khc nhau, c cc t cht t nhin v giao dch v sn phm khc nhau. Marketing dch v th cn phi c to ra mt dch v

chuyn bit. Marketing cho cng nghip, hay B2B, th cn phi c bn hp ng di hn m cn rt nhiu yu t k thut v chuyn bit cho nhm sn phm ny. Marketing mi quan h (relationship marketing) th phi nhn v hng thit lp mi lin kt lu di hn l cc bn hp ng c nhn. [sa]Tham

kho

Kin thc Marketing

Kotler, Philip; Keller (2006). Marketing Management. PearsonEducation. 6,7. ISBN 0-13-196853-X.

Ti liu hay v Marketing y l bi vit s khai trong lnh vc kinh t hc.Chng ta rt cn nhng n lc thay i bi vit hon thin hn. Nu bn am hiu vn , xin gip bng cch vit b sung (tr gip).

Wikimedia Commons c thm hnh nh v ti liu v: Tip th

Th loi: Hon ton khng c ngun tham kho | S khai kinh t hc | Tip th