Tài liệu tham khảo bài giảng quản trị marketing file tiếng anh của giáo sư philip kotler dành cho các sinh viên chuyên ngành tham khảo để nâng cao kĩ năng và kiến thức của bản thân. | Defining Marketing for the 21st Century Marketing Management, 13th ed 1 Chapter Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management? What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. What is Marketed? Goods Services Events and experiences Persons Places and properties Organizations Information Ideas Demand States Negative Nonexistent Latent Declining Irregular Unwholesome Full Overfull Key Customer Markets Consumer markets Business markets Global markets Nonprofit/Government markets Company Orientations Production Product Selling Marketing Marketing Mix and the Customer Four Ps Product Price Place Promotion Four Cs Customer solution Customer cost Convenience Communication Core Concepts Needs, wants, and demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction Marketing channels Supply chain Competition Marketing environment Marketing planning Marketing Management Tasks Developing marketing strategies Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth Functions of CMOs Strengthening the brands Measuring marketing effectiveness Driving new product development based on customer needs Gathering meaningful customer insights Utilizing new marketing technology Figure Improving CMO Success (cont.) Make the mission and responsibilities clear Fit the . | Defining Marketing for the 21st Century Marketing Management, 13th ed 1 Chapter Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management? What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. What is Marketed? Goods Services Events and experiences Persons Places and properties Organizations Information Ideas Demand States Negative Nonexistent Latent Declining Irregular Unwholesome Full Overfull Key Customer Markets Consumer
