CLB tiếng Anh BE - Nơi hội tụ của những người Việt trẻ năng động, sáng tạo và chuyên nghiệp - KHAI T

Được mrstorm sửa chữa / chuyển vào 21:52 ngày 18/02/2009

Actually, we have only one day for picnic. So, I propose 30-50 km tourist sites, Duong Lam or whatever provided that it creates chances for all to talk, to play and share.
Mr. Viet: Congratulations. It is clear that you have been making great progress. Try your best!!!
Bravo!!!. Mr. storm. Topic is now available. I will help MCs to circulate this topic to all members.
Hope to see you all this Sunday.

What is 4Ps in marketing???
4 Ps of marketing
Marketing decision variables are those variables under the firm''s control that can affect the level of demand for the firm''s products. They are distinguished from environmental and competitive action variables that are not totally and directly under the firm''s control.
The four marketing decision variables are:
Price variables
* Allowances and deals
* Distribution and retailer mark-ups
* Discount structure
Product variables
* Quality
* Models and sizes
* Packaging
* Brands
* Service
Promotion variables
* Advertising
* Sales promotion
* Personal selling
* Publicity
Place variables
* Channels of distribution
* Outlet location
* Sales territories
* Warehousing system
MCs: More references is recommended so that readers can have full understanding of what we discuss this Sunday.

Hi, Marketing topic sounds interesting hah? We will have great time this week discussing about this topic because Marketing is everywhere
@ Storm & Quỳnh BEE: I have some information about this topic. If you need some, do not hesitate to contact me
@ Mr Việt: How great your report is! I like it much!
@ All: Đường Lâm is not too far for us to travel by motorbike. We can do it.
According to my friends, Thiên đường Bảo Sơn is not a cool place . Not enough entertainment program and not beautiful enough
What do you think about Thiên Sơn Suối Ngà?

@ Storm and Quynh: Please give more info about the songs in the warm-up so that every one can be well prepared.
@ Lo Lem: Just wonder who wrote the poem in your signature if not a secret?
@ All: Motorbike is fine. Duong Lam or any wilderness is nice. Let''s start with the usual registration of "Rider and Hugger".
Rider 1: tuananhbsdk - 2 helmets attached - added services available and free of charge. YM: tuananhbsdk. Cell: 0976311839.

Good morning, angels! Enjoy the following: Open up! Open up!
http://music.yeucahat.com/song/Movie-Game-Ads/3618-Open-Up~Laurie-Anderson.html
This will be a potential candidate for the warm-up song this Sunday.
Some other options in Heniken Advertising:
1. Quando (Tell me when)
2. Happy together
Vote! Vote! Vote!

Marketing? Are you kidding me, huh??? That''s exactly what I love! .
We will address the following questions:
â- What are the tasks of marketing?
â- What are the major concepts and tools of marketing?
â- What orientations do companies exhibit in the marketplace?
â- How are companies and marketers responding to the new challenges?

MARKETING IN THE TWENTY-FIRST CENTURY
MARKETING TASKS
A recent book, Radical Marketing, praises companies such as Harley-Davidson for succeeding by breaking all of the rules of marketing.
Instead of commissioning expensive marketing research, spending huge sums on advertising, and operating large marketing departments, these companies stretch their limited resources, live close to their customers, and create more satisfying solutions to customersâ?T needs. They form buyers clubs, use creative public relations, and focus on delivering quality products to win long-term customer loyalty. It seems that not all marketing must follow the P&G model.
In fact, we can distinguish three stages through which marketing practice might
pass:
1. Entrepreneurial marketing: Most companies are started by individuals who visualize an
opportunity and knock on every door to gain attention. Jim Koch, founder of Boston
Beer Company, whose Samuel Adams beer has become a top-selling â?ocraftâ? beer,
started out in 1984 carrying bottles of Samuel Adams from bar to bar to persuade bartenders to carry it. For 10 years, he sold his beer through direct selling and grassroots
public relations. Today his business pulls in nearly $200 million, making it the leader
in the U.S. craft beer market.
2. Formulated marketing: As small companies achieve success, they inevitably move toward more formulated marketing. Boston Beer recently began a $15 million television
advertising campaign. The company now employs more that 175 salespeople and has
a marketing department that carries on market research, adopting some of the tools
used in professionally run marketing companies.
3. Intrepreneurial marketing: Many large companies get stuck in formulated marketing,
poring over the latest ratings, scanning research reports, trying to fine-tune dealer
relations and advertising messages. These companies lack the creativity and passion
of the guerrilla marketers in the entrepreneurial stage.3 Their brand and product
managers need to start living with their customers and visualizing new ways to add
value to their customersâ?T lives.
The bottom line is that effective marketing can take many forms. Although it is
easier to learn the formulated side (which will occupy most of our attention in this
book), we will also see how creativity and passion can be used by todayâ?Ts and tomorrowâ?Ts
marketing managers.

THE SCOPE OF MARKETING
Marketing people are involved in marketing 10 types of entities: goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
Goods. Physical goods constitute the bulk of most countriesâ?T production and
marketing effort. The United States produces and markets billions of physical
goods, from eggs to steel to hair dryers. In developing nations, goodsâ?"
particularly food, commo***ies, clothing, and housingâ?"are the mainstay of the
economy.
Services. As economies advance, a growing proportion of their activities are
focused on the production of services. The U.S. economy today consists of a
70â?"30 services-to-goods mix. Services include airlines, hotels, and maintenance
and repair people, as well as professionals such as accountants, lawyers,
engineers, and doctors. Many market offerings consist of a variable mix of
goods and services.
Experiences. By orchestrating several services and goods, one can create, stage,
and market experiences. Walt Disney Worldâ?Ts Magic Kingdom is an experience;
so is the Hard Rock Cafe.
Events. Marketers promote time-based events, such as the Olympics, trade
shows, sports events, and artistic performances.
Persons. Celebrity marketing has become a major business. Artists, musicians,
CEOs, physicians, high-profile lawyers and financiers, and other professionals
draw help from celebrity marketers.
Places. Cities, states, regions, and nations compete to attract tourists, factories,
company headquarters, and new residents. Place marketers include economic
development specialists, real estate agents, commercial banks, local business
associations, and advertising and public relations agencies.
Properties. Properties are intangible rights of ownership of either real property
(real estate) or financial property (stocks and bonds). Properties are bought
and sold, and this occasions a marketing effort by real estate agents (for real
estate) and investment companies and banks (for securities).
Organizations. Organizations actively work to build a strong, favorable image in
the mind of their publics. Philips, the Dutch electronics company, advertises
with the tag line, â?oLetâ?Ts Make Things Better.â? The Body Shop and Ben & Jerryâ?Ts
also gain attention by promoting social causes. Universities, museums, and
performing arts organizations boost their public images to compete more
successfully for audiences and funds.
Information. The production, packaging, and distribution of information is one
of societyâ?Ts major industries.6 Among the marketers of information are schools
and universities; publishers of encyclopedias, nonfiction books, and specialized
magazines; makers of CDs; and Internet Web sites.
Ideas. Every market offering has a basic idea at its core. In essence, products and
services are platforms for delivering some idea or benefit to satisfy a core need.

Needs, Wants, and Demands
The successful marketer will try to understand the target market?Ts needs, wants, and
demands.
Needs describe basic human requirements such as food, air, water, clothing,
and shelter. People also have strong needs for recreation, education, and entertainment.
These needs become wants when they are directed to specific objects that might
satisfy the need. An American needs food but wants a hamburger, French fries, and a
soft drink. A person in Mauritius needs food but wants a mango, rice, lentils, and beans.
Clearly, wants are shaped by onê?Ts society.
Demands are wants for specific products backed by an ability to pay. Many people
want a Mercedes; only a few are able and willing to buy one. Companies must measure
not only how many people want their product, but also how many would actually be
willing and able to buy it.
However, marketers do not create needs: Needs preexist marketers. Marketers,
along with other societal influences, influence wants. Marketers might promote the
idea that a Mercedes would satisfy a person?Ts need for social status. They do not, however,create the need for social status.