Principles of marketing: Chapter 1 - Introduction to Marketing is Marketing, more than any other business function, deals with customers; understanding, creating, communicating, and delivering customer value and satisfaction are at the very heart of modern marketing thinking and practice. | TS Nguy n Minh Đ c PRINCIPLES OF MARKETING Dr. NGUYEN MINH DUC NONG LAM UNIVERSITY HCM CITY 1 Nguyen Minh Duc 2010 Marketing v v v v v v v v 1. 2. 3. 4. 5. 6. 7. 8. Introduction to Marketing The Marketing Environment Strategic and Marketing Planning Market Segmentation, Targeting and Positioning Product Concept Pricing Products Place (Distribution Channel) Promotion 2 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguyen Minh Duc 2010 1 TS Nguy n Minh Đ c Chapter 1. Introduction to Marketing Strategic Marketing & Customer Service 3 Nguyen Minh Duc 2010 Introduction v Marketing, more than any other business function, deals with customers. v Understanding, creating, communicating, and delivering customer value and satisfaction are at the very heart of modern marketing thinking and practice. v The twofold goal of marketing is: v 1. To attract new customers by promising superior value and v 2. To keep current customers by delivering satisfaction. 4 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguyen Minh Duc 2010 2 TS Nguy n Minh Đ c Introduction v The highly successful companies know that if they take care of their customers, market share and profits will follow. v This course will give you a more complete and formal introduction to the basic concepts and practices of today’s marketing. 5 Nguyen Minh Duc 2010 Introduction v What does the term “Marketing” mean? v Many people think of “Marketing” only as selling and advertising. v However, selling and advertising are only two of many marketing functions and are often not the most important ones. 6 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguyen Minh Duc 2010 3 TS Nguy n Minh Đ c Introduction v Marketing starts long before a company has a product. v Marketing is the .
