Bài giảng Marketing căn bản

MARKETING

} The marketing process (Kotler, 2012)

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MARKETING PROCESS
Capture value from
Create value for customers and build customer relationships customers in return
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Understand the Capture value from
LEARNING OBJECTIVES
Design a customer Construct an Engage customers, customers to create
marketplace and value-driven
customer needs and integrated marketing build profitable profits and customer
wants marketing strategy program relationships equity
§ Define the major steps in designing a customer value–driven marketing

Select customers to Customer Create satisfied,

strategy: market segmentation, targeting, differentiation, and positioning.
Research customers Product
and the marketplace serve: market relationship loyal customers
[Chapter 1, 3]
segmentation and [Chapter 5] management § List and discuss the major bases for segmenting consumer and business
targeting Price
Manage marketing
[Chapter 4] Partnership Capture customer markets.
information and [Chapter 6]
relationship lifetime value
customer data Decide on a value
proposition:
Place management § Explain how companies identify attractive market segments and choose a
[Chapter 2]
differential and [Chapter 7] Increase share of
positioning market and share market-targeting strategy.
Promotion of customer
[Chapter 4]
[Chapter 8] § Discuss how companies differentiate and position their products for maximum
Harness marketing Manage global Ensure environmental competitive advantage.
technology markets and social
(e-Marketing) (Global marketing) responsibility
(Social marketing)
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 Bài giảng Marketing căn bản

CUSTOMER VALUE–DRIVEN MARKETING

MARKETING STRATEGY STRATEGY
} Marketing strategy CUSTOMER VALUE–DRIVEN MARKETING STRATEGY
§ The marketing logic by which the company hopes to create customer value
Select customers to serve Decide on a value
and achieve profitable customer relationships. proposition
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Segmentation Differentiation
} Development of marketing strategy Differentiate the market
Divide the total market into
smaller segments offering to create superior
Create value customer value
for targeted
Targeting customers Positioning
Product-variety Select the segment or Position the market
Mass marketing Target marketing offering in the minds of
marketing segments to enter
target customers
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1. MARKET SEGMENTATION MARKET SEGMENTATION

} Market segmentation } Market segment

§ divide large, diverse markets into smaller, more defined segments § A group of buyers that share similar characteristics such as
§ who have different needs, characteristics, or behaviors demographics, interests, needs, or location or similar
§ who might require separate marketing strategies or mixes. behavioral responses to marketing programs.

Yomost
Enfamama Enlene
Enfa grow

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SEGMENTATION VARIABLES GEOGRAPHIC SEGMENTATION

} Geographic segmentation
§ Dividing a market into different geographical
Segmentation variables units, such as nations, states, regions, counties,
cities, or even neighborhoods.
§ Examples:
• Nations
• Regions/Cities
Geographic Demographic Psychographic Behavioral
• Neighborhoods
• Population size
• Population density (urban, suburban, rural)
• Climate

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DEMOGRAPHIC SEGMENTATAION DEMOGRAPHIC SEGMENTATAION

} Demographic segmentation } Age and life-cycle stage

§ Dividing the market into segments based on variables such as: § Toys, food, consumer products, clothing, etc.
• Age • Education } Gender
• Life-cycle stage • Religion § Clothing, cosmetics, toiletries, toys, magazines, etc.
• Gender • Ethnicity
} Income
• Occupation • Generation
§ Automobiles, clothing, cosmetics, financial services, travel, etc.
• Income • Nationality
} Occupation

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PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION

} Psychographic segmentation } Behavioral segmentation

§ Dividing a market into different segments based on lifestyle, personality § Dividing a market into segments based on
characteristics or social status. consumer knowledge, attitudes, uses of a
product, or responses to a product.
§ Examples:
• Occasions
• Benefits
• User status
• Usage rate
• Loyalty status

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MULTIPLE SEGMENTATION BASES

USING MULTIPLE SEGMENTATION BASES

} Using Multiple Segmentation Bases

Demographic

Geographic

Geographic Demographic Psychographic Behavioral

Psychographic

Behavioral

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BUSINESS MARKET SEGMENTATION INTERNATIONAL MARKET SEGMENTATION

} Segmentation variables } Segmentation variables

§ Business market segmentation variables § Geographic location (regions)
• Geographic § Economic factors (income levels; level of economic development)
• Demographic (industry, company size) § Political and legal factors (type and stability of government, receptivity to
• Benefits sought; User status; Usage rate; Loyalty status foreign firms, monetary regulations, and amount of bureaucracy
§ Other variables § Cultural factors (common languages, religions, values and aPitudes,
• Customer operating characteristics customs, and behavioral paPerns)
• Purchasing approaches
} Intermarket/Cross-market segment
• Situational factors
• Personal characteristics § Forming segments of consumers who have similar needs and buying
behaviors even though they are located in different countries.

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REQUIREMENTS FOR EFFECTIVE SEGMENTATION 2. MARKET TARGETING

} Measurable } Differentiable InterContinental Hotels Group
} Market targeting
§ The size, purchasing § The segments are
power, and profiles of conceptually § Evaluate the various
the segments can be distinguishable and
measured. respond differently to segments and decide how
different marketing mix
} Accessible elements and programs. many and which segments
§ The market segments
can be effectively } Actionable the company can serve best.
reached and served. § Effective programs can
be designed for
} Substantial aWracting and serving
§ The market segments the segments.
are large or profitable
enough to serve.
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EVALUATING MARKET SEGMENTS EVALUATING MARKET SEGMENTS

} Segment structural a>ractiveness
} In evaluating different market segments, a firm must look at
three factors:

Company
Segment size and Segment structural
objectives and
growth aLractiveness
resources

(Michael Porter, 1985)

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MARKET TARGETING MARKET TARGETING

} Undifferentiated marketing (or mass marketing)
} Selecting Target Market Segments
§ A market-coverage strategy in which a firm decides to ignore market
segment differences and go after the whole market with one offer.
§ Focus on what is common in the needs of consumers rather than on what is
Micromarketing different
Undifferentiated Differentiated Concentrated
(local or
(mass) (segmented) (niche)
marketing individual
marketing marketing
marketing)
Marketing mix The whole market
Targeting Targeting
broadly narrowly

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MARKET TARGETING MARKET TARGETING

} Differentiated marketing (or segmented
marketing) } Concentrated marketing (or niche marketing)
§ A market-coverage strategy in which a firm goes after a large share of one
§ A market-coverage strategy in which a firm
or a few segments or niches.
targets several market segments and designs
separate offers for each.
Phối thức marketing 1 Segment 1
Marketing mix 1 Segment 1
Segment 2
Marketing mix (Target market)
Marketing mix 2 Segment 2
Phối thức marketing 3 Segment 3
Marketing mix 3 Segment 3

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MARKET TARGETING MARKET TARGETING

} Micromarketing } Choosing a Targeting Strategy

Niche Mass Differentiated
§ Tailoring products and marketing marketing marketing

marketing programs to the Company resources Limited

Substantial
needs and wants of specific Product variability Low
High
individuals and local customer
Product life-cycle stage Introduction
segments; it includes: Maturity
Market variability Low
• local marketing
High
• individual marketing Competitors’ marketing strategies Undifferentiated
Differentiated

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DIFFERENTIATION & POSITIONING DIFFERENTIATION AND POSITIONING STRATEGY

} Differentiation } Perceptual positioning map

§ The process companies use to make a
product or service stand out from its
competitors in ways that provide
unique value to the customer.
} Product position
§ The way a product is defined by
consumers on important attributes—the
place the product occupies in
consumers’ minds relative to
competing products
§ Show consumer perceptions of their
Product’s position
brands versus competing
Perceptions products on important buying
Impressions dimensions.
Feelings
§ Help marketers in coming up
with the appropriate positioning
strategy, which may involve
developing new competitive
advantages or optimizing existing
ones.

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DIFFERENTIATION AND POSITIONING STRATEGY DIFFERENTIATION AND POSITIONING STRATEGY

} Identifying possible value differences and competitive advantages
} The differentiation and positioning task consists of: § Competitive advantage is an advantage over competitors gained by
offering consumers greater value, either through lower prices or by
providing more benefits that justify higher prices.
§ Points of differentiation:
Product differentiation: features, performance, or style and design.
Identify a set of Develop and
Choose the right Select an overall
differentiating communicate a Services differentiation: speedy, convenient, high-quality service.
competitive positioning
competitive positioning
advantages strategy Channel differentiation: coverage, expertise, and performance.
advantages statement
People differentiation: hiring and training human resources.

Image differentiation: logo, endorsers, colors, symbols, characters, etc.

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DIFFERENTIATION AND POSITIONING STRATEGY DIFFERENTIATION AND POSITIONING STRATEGY

} Choosing the right competitive advantage } Selecting an overall positioning strategy

§ Difference to promote should be:
1. Important: The difference delivers a highly valued benefit to
PRICE
target buyers. More The same Less
2. Distinctive: Competitors do not offer the difference, or the Get more Get more Get more
company can offer it in a more distinctive way. More Pay more => Pay the same => Pay less =>

BENEFITS
3. Superior: The difference is superior to other ways that More for more More for the same
More for less
customers might obtain the same benefit.
4. Communicable: The difference is communicable and visible to Get the same
buyers. The same Pay less => The
5. Preemptive: Competitors cannot easily copy the difference. same for less
6. Affordable: Buyers can afford to pay for the difference. Get less
7. Profitable: The company can introduce the difference Less Pay less => Less
profitably. for much less

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DIFFERENTIATION AND POSITIONING STRATEGY DIFFERENTIATION AND POSITIONING STRATEGY

} Developing a positioning statement } Communicating and delivering the chosen

§ Positioning statement position MARKETING MIX
• A statement that summarizes company or brand positioning. § Take strong steps to deliver and communicate Tangible products
the desired position to its target consumers. § Price
§ Structure:
§ Place
§ All the company’s marketing mix efforts must
§ Product
To [TARGET SEGMENT AND NEED], our [BRAND] is [CONCEPT] support the positioning strategy.
that [POINT OF DIFFERENCE]. § Promotion
§ Involve working out the tactical details of the
Services
positioning strategy.
§ Process
“To busy multi-taskers who need help remembering things, Evernote is a digital
content management application that makes it easy to capture and remember § Physical Evidence
moments and ideas from your everyday life using your computer, phone, tablet, § People
and the web.”

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 Bài giảng Marketing căn bản

FINAL GROUP ASSIGNMENT

} Outline (to be continued)
1. INTRODUCTION
• About the company and its product lines/product portfolio
• About the brand
2. MARKETING ENVIRONMENT ANALYSIS
• Micro-environment
• Macro-environment SWOT
3. TARGET MARKETING STRATEGY
• Market segmentation: Analyse segmentation bases the company uses to segment
its market.
• Identify the company’s targeting strategy and describe the characteristics of its
target market segment(s).
• Positioning: Specify the company’s competitive advantages and its positioning
statements.

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