ទិដ្ឋភាពទូទៅ នៃ ម៉ាឃិតធីង
បង្ហាត់ដោយ ដោក ភួង ភកតី ០៩៧ ៣ ៥៥ ៥៥ ៥២
Mr.ទ្
PHOUNG
Pheakdey
097 3 និ
55 ង
55 ដេដ្ឋកិច្ច
សាកលវិ
យាល័យ
គ្រប់Tel:
គ្រង
52 Email: gm@dnkservice .com
Website: www.dnkservice.com
1
After study this chapter, students should be able to:
I. Define marketing and identify the diverse factors
influencing marketing activities.
II. Explain how marketing discovers and satisfies
consumer needs.
III. Distinguish between marketing mix factors and
environmental forces
iv. Explain how organizations build strong customer
relationships and customer value through marketing.
v. Describe how today’s customer relationships era
differs from prior eras oriented to production and
selling.
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How would you
define
marketing ?
Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
3
 What is marketing?
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 Definition relates to two primary goals of marketing:
a- To discover (assessing) the needs and wants of
prospective customers.
b- To Satisfy customers
Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
5
 The diverse Factors Influencing Marketing Activities
• Key people, groups, and
force outside the
organization that influence
its marketing activities.
• Environmental forces
consideration also shape
and organization’s
marketing activities
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Check Yourself:
1- What is the definition of marketing?
2- Marketing focuses on…..and ……consumer needs
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 First objective in marketing is “Discovering Consumer
Needs”:
- A need occurs when a person feels deprived of basic
necessities such as food, clothing, and shelter.
- A want is a need that is shaped by a person’s knowledge,
culture, and personality.
To discover needs and wants a firm’s marketing department
must carefully scrutinize potential customers (called
Market).
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 Second objective in marketing is “satisfying the needs
of targeted consumers”:
- Having selected market target consumer.
- Implementing a marketing program processing
- and combination of marketing mix( the four Ps) to reach
them.
Organization obviously can’t satisfy all
consumer needs.
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 Market : People with desire and ability to buy and specify
offering.
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 The four Ps : Controllable Marketing Mix Factors
Four elements in a marketing program designed to
satisfy customer needs are:
Price
Promotion
Place
Product
The marketing mix can controllable variables. They are under
the general control of the marketing department.
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 The four Ps : Controllable Marketing Mix Factors
The Product: Creating Value
The fundamental purpose of
marketing is to create value
by developing a variety of
offerings, including goods,
services, and ideas, to satisfy
customer needs
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 The four Ps : Controllable Marketing Mix Factors
Price: Capturing Value
• Price is everything a buyer gives up (money, time,
energy) in exchange for the product.
• The key to determining prices is to figure out how
much customers are willing to pay and assess
whether a profit can be made at that point.
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 The four Ps : Controllable Marketing Mix Factors
Place: Delivering the Value Proposition
• Place, or supply chain
management, describes all
activities necessary to get the
product to the right customer
when the customer wants it.
• Where would you find this
product in the store?
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 The four Ps : Controllable Marketing Mix Factors
Promotion: communicating value
Promotion is
communication by a
marketer that informs,
persuades, and reminds
potential buyers about a
product or service to
influence their opinions
or elicit a response.
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 The un controllable, Environmental Forces:
Social
Natural
Economic
External
Environmental
Factors
Technologic
Political and Legal
Competitive
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The essence of successful marketing is to provide sufficient value to
gain loyal, long-term customers.
 Customer Value and Customer Relationships
• Is the unique combination of benefits received by target buyers that
includes quality, convenience, on-time delivery, and both before and aftersale service at a specific price.
• Firm must find ways to build long-term customer relationships to provide
unique value that can deliver to targeted markets.
• Marketers do this by using one of three value strategies:
– Best Price
– Best Product
– Or Best Service.
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 Relationship Marketing and the Marketing Program
A firm achieves customer relationships by creating connection with its
customer through careful coordination of the product, its price, the way it is
promote, and how it is placed.
(1). Relationship Marketing: Easy to Understand, Hard to Do
• Linking the organization to its individual customers, employees,
suppliers, and other partner for their mutual long-term benefits.
• Involves a personal, ongoing relationship between the organization and
its individual customers that beings before and continues after sale.
Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
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(2). The Marketing Program
• A plan that integrates the marketing mix to provide a goods, services, or
ideas to prospective buyers.
• The react to the offering favorably (by buying) or unfavorably (by not
buying)
• Effective relationship marketing strategies help marketing managers
discover what prospective customers need.
Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
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Check yourself:
3- An organization can’t satisfy the needs of all
consumers, so it must focus on one or more
subgroups, which are its………………………
4- What are the four components of the marketing
mix?
5- what are the environment forces?
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 Evolution of the Market Orientation
 Production Era
 Sales Era
 Marketing Concept Era
 Customer Era
• Market Orientation
• Customer Relationship Management (CRM)
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MARKETING MANAGEMENT PHILISOPHIES
Focus on satisfying customer needs and
wants while enhancing individual and
societal well-being. I.e.-mfg using recyclables
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Four different orientations in the history of
American business
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 Production Era
Prior to 1920s
Production orientation
Business success often defined solely in terms
of production victories
 Sales Era
Prior to 1950s
Customers resist nonessential goods and
services
Personal selling and advertising’s task is to
convince them to buy
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 Marketing Era
Since 1950s Marketing Concept Emerges
Satisfying customer needs
 Emergence of the Marketing Concept
Shift from seller’s to buyer’s market
Company–wide consumer orientation
Objective of achieving long–run success
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 Relationship Era
Began in 1990s
Carried customer orientation even further
Focuses on establishing and maintaining
relationships with both customers and
suppliers
Involves long–term, value–added relationships
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Ethics and Social Responsibility
 Ethics are the moral standards of behavior
expected by a society.
 Social Responsibility involves marketing
philosophies, policies, procedures, and actions
whose primary objective is the enhancement of
society.
Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
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Ethics and Social Responsibility
 Ethics are the moral standards of behavior
expected by a society.
 Social Responsibility involves marketing
philosophies, policies, procedures, and actions
whose primary objective is the enhancement of
society.
Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
28
The Breadth and Depth of Marketing
 What Is Marketed?
• Goods
•
Services
•
Ideas
 Who Buys and Uses What is Marketed?
Ultimate Consumers are people who use the goods and
services purchased for a household
•Organizational Buyers are those manufactures, wholesalers, retailer,
and government agencies that buy goods and service for their
own use or for resale
Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
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The Breadth and Depth of Marketing
 Who Benefits?
• Consumer who buy: due to the competition in the
market place, ensure the consumer can find value from
the best products, the lowest prices…etc.
• Organization that sale : need-satisfying product with
effective marketing programs
• Society as a whole :
- It enhances competition, both improve quality of
products and services and lower price.
- This makes countries more competitive in the world
markets and provide jobs and a higher standard of
living.
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 How do consumer Benefit?
Marketing create utility, the benefits or customer value
received by users of product. This utility is the result of the
marketing exchange process. There are four difference utilities:
1- Form Utility : the production of goods or services.
2- Place Utility : mean having the offering available where
consumer need it,
3- Time Utility : mean having available when need,
4- Possession Utility : is the value of making an item easy to
purchase through the provision of credit cards or
financial arrangement.
Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
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Check yourself:
6- What are the two key characteristics of the
marketing concept?
7- What is difference between ultimate consumers and
organizational buyers?
Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
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Mr. PHOUNG Pheakdey Tel: 097 3 55 55 52
Email: gm@dnkservice .com Website: www.dnkservice.com
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