MARKETING OVERVIEW

AND PRINCIPLES
LESSON 1

DEFINE MARKETING AND THE MARKETING

PROCESS
1
CONTENT
● Define Marketing
● Marketing for everybody
● For Profit and Non-Profit Organizations
● Customer Value - Benefits - Costs
● Customer Perceived Value
● The Marketing Process
● An Expanded Model

Marketing Overview and Principles – Define Marketing and Marketing Process 2

WHAT IS MARKETING?
Think about how you’d answer
this question before studying
Marketing. Then see how your
answer changes to next slides.

Source:
https://www.crfashionbo Focus on the Slogan
ok.com/culture/g267533
37/vintage-coca-cola-ad
s/ Marketing Overview and Principles – Define Marketing and Marketing Process 3
WHAT IS MARKETING?
How many logos do you know?

FMCG (Fast Moving Consumer Goods)

Source: https://www.facebook.com/fmcgvietcompany/

Marketing Overview and Principles – Define Marketing and Marketing Process 4

WHAT IS MARKETING?
How many logos do you know?
Technology Social Media

Source: Source:
https://www.thebrandingjournal.com/2014/04/9-famous-tech-comp https://placng.org/Legist/government-intensifies-move-for-soci
anies-logo-evolution/ al-media-regulation/
5
Marketing Overview and Principles – Define Marketing and Marketing Process
WHAT IS MARKETING?
How many logos do you know?
Cars

Source:
https://www.facebook.com/Logo-of-car-company-626217524151316/photos/
Marketing Overview and Principles – Define Marketing and Marketing Process 6
WHAT IS MARKETING?
How many logos do you know?
Luxury
Luxury Fashion
Fashion

Source: https://www.pinterest.ie/pin/432275264212487947/

Marketing Overview and Principles – Define Marketing and Marketing Process 7

WHAT IS MARKETING?
What do you do to let customers pick up your products?
Outside (Supermarket)

Source: https://www.pinterest.com/pin/249527635584934274/
Marketing Overview and Principles – Define Marketing and Marketing Process 8
 WHAT IS MARKETING?
What do you do to let customers pick up your products?
Outside (On the street/ Centers)

Source:
Source:
https://doanhnhan.vn/2-nam-sau-chien-dich-quang-cao-doi-dau-loi-nhuan-cua-ong
https://www.luminati.co.uk/outdoor-digital-poster-displays
-chu-nhan-hieu-milo-va-ovaltine-tang-giam-trai-chieu-34963.html
Marketing Overview and Principles – Define Marketing and Marketing Process 9
 WHAT IS MARKETING?
What do you do to let customers pick up our products?
On TV/ Radio and Magazine

Source: https://www.pinterest.co.kr/pin/529665606159628775/

Modern & Old Magazine

https://www.amazon.com/1950-General-Electric-Daylight-Television/d
10
p/B00I0DM1PG Marketing Overview and Principles – Define Marketing and Marketing Process
WHAT IS MARKETING?
Al Ries & Jack Trout said Marketing as positioning: Battle for Your Mind

Source: https://www.memecenter.com/fun/2229045/audi-vs-bmw

BMW vs. Audi

Marketing Overview and Principles – Define Marketing and Marketing Process 11
WHAT IS MARKETING?
Al Ries & Jack Trout said Marketing as positioning: Battle for Your Mind

Pepsi Vs Coca Cola

Source:
https://www.ketansai.com/blog/cocacola-vs-pep
si-brand-ad-wars

Marketing Overview and Principles – Define Marketing and Marketing Process 12

WHAT IS MARKETING?

Source:
https://www.techinasia.co
m/history-of-marketing-ch
annels-infographic
Marketing Overview and Principles – Define Marketing and Marketing Process 13
DEFINE MARKETING

Marketing as "the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large”
(American Marketing Association, Definitions of Marketing, approved 2017)

Marketing Overview and Principles – Define Marketing and Marketing Process 14

DEFINE MARKETING

“Marketing plays an essential role in

providing consumers with need-satisfying
goods and services and, more generally,
in creating customer satisfaction. Simply
put, customer satisfaction is the extent
to which a firm fulfills a customer’s needs,
desires, and expectations.” (McCarthy,
Jerome E. (1964). Basic Marketing. A
Managerial Approach) Edmund Jerome McCarthy 
(February 20, 1928 – December 3, 2015)
Marketing Overview and Principles – Define Marketing and Marketing Process 15
DEFINE MARKETING
Marketing as "satisfying needs and wants through an
exchange process” . (Kotler, Philip (1980). Principles of
marketing. Englewood Cliffs, NJ: Prentice-Hall)

Marketing as "the process by which companies engage

customers, build strong customer relationships, and create
customer value in order to capture value from customers in
return”. (Kotler, Philip; Gary Armstrong (2018). Principles of
Philip Kotler 
marketing (Seventeenth ed.). Hoboken) (born May 27, 1931)

Marketing Overview and Principles – Define Marketing and Marketing Process 16

WHO DOES MARKETING?
The short answer to the question of who does marketing is
“everybody!”

Source: https://www.xbox.com/en-US/community/for-everyone

Marketing Overview and Principles – Define Marketing and Marketing Process 17

WHO DOES MARKETING?
But we will focus in
Organizations

For-Profit Organizations Non-Profit Organizations

• Exits to make a profit. • Exist to serve society.
• Owners keep the profit. • Have religious, educational,
• Income from sales. welfare, or charitables
• A vital part of a free-market purpose
economy. • Income from donations,
subscription and grants

Marketing Overview and Principles – Define Marketing and Marketing Process 18

WHO DOES MARKETING?
For-Profit Organizations Non-Profit Organizations

Individuals

Source:
McDonald’s, P&G, Unilever, Unicef,
World Wide Fund, National Breast
Cancer Foundation, Kylie Cosmetics,
Chloe Ting Channel
19
Marketing Overview and Principles – Define Marketing and Marketing Process
BRAINSTORM
Answer these questions:

1. Which brands in your mind about kinds of phone/application/fashion/

fast food/milk/drinks right now?
2. Why that brand?
3. What do you get from the brand?
4. Are you a happy customer?

Marketing Overview and Principles – Define Marketing and Marketing Process 20

CUSTOMER VALUE
Customer Value = Benefits – Costs

• Benefits = Functional benefits + emotional benefits

• Costs = Monetary costs + time costs + energy costs + psychic costs

Value Is More Than Price

Source:
https://www.insightsassociation.org/article/consumers-
want-choices-just-not-too-many
Marketing Overview and Principles – Define Marketing and Marketing Process 21
CUSTOMER PERCEIVED VALUE
Customer Value = Customer Perceived Value

• Perceived value is a customer's own perception of a product or

service's merit or desirability to them, especially in comparison to a
competitor's product.

• Perceived value is measured by the price the public is willing to pay

for a good or service.

Marketing Overview and Principles – Define Marketing and Marketing Process 22

CUSTOMER VALUE

Customer perceived value revolves around the customer’s belief

that a product or service has the ability to meet their needs or
expectations. This belief can impact demand and pricing for a
product.

Marketing Overview and Principles – Define Marketing and Marketing Process 23

FOUR TYPES OF VALUE
1. Functional Value is what an offer does, it's the solution an offer provides to
the customer.
2. Monetary Value is where the function of the price paid is relative to an
offerings perceived worth. This value invites a trade-off between other values
and monetary costs.
Compare the prices

Source: pictures of products belong to Nivea, Pond’s, Biore, Thorakao, The Face Shop Brand
Marketing Overview and Principles – Define Marketing and Marketing Process 24
FOUR TYPES OF VALUE
3. Social Value is the extent to which
owning a product or engaging in a service
allows the consumer to connect with
others.
Source: pictures of products belong to Pandora and Apple Brand

4. Psychological Value is the extent to

which a product allows consumers to
express themselves or feel better.

Marketing Overview and Principles – Define Marketing and Marketing Process 25

STEVE JOBS’S SPEECH ABOUT VALUE
Watch this video, this one is one of Steve Jobs's interviews and he totally
distinguished definitions: Value - Core Value - Benefits

1. Value and Core Value

2. Benefits

Marketing Overview and Principles – Define Marketing and Marketing Process 26

Steps in the Marketing Process

The Marketing Process is Creating and Capturing Customer Value

Source: Figure 1.1. Kotler and Armstrong, (1980). Principles of Marketing. 17, Englewood Cliffs, NJ: Prentice-Hall Inc

This important figure shows marketing in a nutshell. By creating value for

customers, marketers capture value from customers in return. This five-step
process forms the marketing framework for the rest of the subject.
Marketing Overview and Principles – Define Marketing and Marketing Process 27
Maslow’s Hierachy of Needs

Source: https://vi.wikipedia.org/wiki/Th%C3%A1p_nhu_c%E1%BA%A7u_c%E1%BB%A7a_Maslow

Marketing Overview and Principles – Define Marketing and Marketing Process 28

An Expanded Model

Source: Figure 1.6 Kotler and Armstrong,

(1980). Principles of Marketing. 17, Englewood
Cliffs, NJ: Prentice-Hall Inc

Marketing Overview and Principles – Define Marketing and Marketing Process 29

Summary
In this lesson, students have knowledges of:
1. Define Marketing
2. Who does Marketing?
3. For profit organizations and Non-profit organizations
4. Customer Value/ Benefits/ Costs (in Marketing)
5. Customer Perceived Value
6. 5 steps in the Marketing Process
7. An expand model of the Marketing Process

Marketing Overview and Principles – Define Marketing and Marketing Process 30

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