Tutorial 1

Introduction
to Marketing

Prepared by Kim Du
Reviewing Objectives & Key terms
What did happen in the previous class?

1. Define Marketing and Steps in Marketing Process

• Marketing

2. Understand the Marketplace and Customer Needs

• Needs, Wants, and Demands

3. Customer Driven Marketing Strategy

• Production, Product, Selling, and Marketing Concepts

4. Marketing Strategy and Marketing Mix

5. SWOT Analysis
1. Define Marketing and
Steps in Marketing Process
- What is Marketing?
→ The process by which companies
→ create value for customers and society,
→ capture value from the customers in return.

- Marketing Process
2. Understand the Marketplace
and Customer Needs
- Customer Needs, Wants, and Demands
States of deprivation
• Physical—food, clothing, warmth, safety
Needs • Social—belonging and affection
• Individual—knowledge and self-expression

❖ Maslow's Hierarchy of Needs

= a powerful tool to tap into consumer psychology

Form that needs take as they are

Wants shaped by culture and individual
personality

Demands Wants backed by buying power

3. Customer Driven Marketing Strategy
- Marketing Management
The art and science of choosing target
markets and building profitable
relationships with them.
• What customers will we serve?
• How can we best serve these
customers?
- Marketing Management Orientation
Production concept
• Production and distribution efficiency
Product concept
• Quality, performance and innovative features
• Continuous improvements → Marketing myopia…
Selling concept
• Pushing sales volume > Customer relationships
• Quantity > Quality
Marketing concept
• Needs → Wants → Demands
Societal Marketing concept
• Individual wants also satisfy social needs
• My consumption is “good”
4. Marketing Strategy & Marketing Mix

- What is Marketing Strategy?

→ The marketing logic
→ which the company hopes to create customer value
→ and achieve profitable relationship.

- STDP - Marketing Mix – 4Ps

▪ Segmentation ▪ Product
▪ Targeting ▪ Price
▪ Differentiation ▪ Promotion
▪ Positioning ▪ Place
4. Marketing Strategy & Marketing Mix

What How much

How Where
4. Marketing Strategy & Marketing Mix
The Evolution of the Marketing Mix

4P 5P 6P 7P 4C
• Product • Product • Product • Product • Customers
• Price • Price • Price • Price • Costs
• Promotion • Promotion • Promotion • Promotion • Communicate
• Place • Place • Place • Place • Convenience
• People • People • People
• Process • Process
• Physical evidence
(McCarthy, 1964) (Judd, 1987) (Kotler, 1984) (Booms and Bitner, 1981) (Lauterborn, 1990)
5. SWOT Analysis
Internal

distinctive competence of an organization constraints that hinder

is more than what it can do movements in certain directions

refer to favorable external factors that could an unfavorable trend that has the
give an organization a competitive advantage potential to do harm to the organization

External
SUMMARY
SUMMARY
 In the past, most Indians lived in rural areas where they used to clean their teeth
with leaves of a plant. When Colgate entered this big market, they applied the following strategy:
COLGATE IN INDIA

At first, they hired van drivers to go to every village; on each van they played radio advertisements
ACTIVITY 1:

which educated Indians about the use of toothpaste to build up confidence and create more gender
attraction. Then instead of selling toothpaste in normal packages
at more than $2 each, they made small tubes of toothpaste priced
at below 50 cents. Colgate made huge success with this strategy.

Questions:
1. Identify needs of people living in rural areas in the case.
2. How did Colgate create a want and a demand?
3. Do you think Colgate had a smart marketing strategy?
Why or why not?
 ACTIVITY 2:
SWOT Analysis
X-RAY THE BUSINESS

Each group choose 1 brand of Detergents or Shampoo which is available in

ACTIVITY 3:

Vietnam market.
Discuss 4 questions as follows:
1. Identify the needs of consumers

2. How did that brand create customers wants and demands?

3. Do you think the brand had a smart marketing strategy? Why or why not?

4. Do the SWOT Analysis for the chosen brand.

FOR THE NEXT CLASS

• Review Session 1 and 2,

which are equivalent to Chapter 1 + 2 + 3+ 4 of your Textbook
• Be present in class on time and get ready for the 1st Quiz