Unit 1: Introduction to Marketing

- Market leader: a firm with a much larger market share than its competitors in a market

- Market challenger: a company that is number two in an industry, but which would like to become
number one; ex: Nike vs Adidas, Pepsi vs Coke
- Market follower: a smaller company in an industry, more or less content with its existing market
share
- Market nichers: small, specialised companies, which target segments within segments

- Monopoly: A market in which one single producer can fix an artificially high price

- Oligopoly: A market dominated by a few large suppliers, and which it is hard for new companies to
break into
- Cartel: formed by a group of companies which chose to collaborate by sharing out markets, co-
ordinating their prices, and so on
- Dominant-firm oligopoly: A situation in which the market leader can determine the price that its
competitors can charge
- Natural monopoly: a market in which it is normal to have only one supplier - e.g. utilities such as
water and sweage, gas, electricity
- an own brand: a brand that is made exclusively for the retailer (e.g. Vinmart, BigC, Saigon Coop,
etc.) that sells it; also know as an own-labeled brand or a private label brand.
- a brand leader: the best-selling brand in a particular market

- a no brand: a product that doesn't have a brand associated with it; also known as a generic brand

- the flagship brand: the brand for which a business is best known, and which represents its image
most appropriately
- co-branding: two brands working together to create a new product - ex: Intel Corporation and
Apple Computers Inc.
- Brand platform: consists of the brand vision, brand mission, brand values, brand personality,
brand tone of voice
- brand mission: how to take action on the brand vision

- brand personality: the human characteristics associated with the brand

- brand tone of voice: the language the brand uses to convey its values (serious, humorous, ...)

- brand strategy: how the brand will meet its objectives

- brand behaviour: what the brand does and how it acts in all advertising media

- brand experience: the exposure and interaction a consumer has with the brand

- total branding: a consistent approach to brand behaviour and brand experiences across all possible
touchpoints
- touchpoints: wherever the consumer has a brand experience

- brand leverage: using the power of a brand name or part of a brand identity (color, similar name,
typeface, etc) to build or launch another brand
- brand preference: that consumers prefer the brand over another

- brand loyalty: that consumers want to buy a brand again and again (~ brand retention)

- brand awareness: that consumers know about a brand

- brand consideration: that consumers consider buying a brand

 Unit 2: Finding The Customer
- Physiological needs: Food and housing

- Safety needs: Self-protection and protection for family

- Social needs: Memberships of social clubs

- Esteem needs: Lifestyle and social status

- Self-fulfilment needs: Personal projects and dreams

- Consumer Life Cycle (CLC): How a customer's needs change over time

- Purchasing behaviour or purchasing patterns: What a consumer buys, and when and how they
make their final purchasing decision
- Purchase intentions: Plans to buy things - which consumer may or may not act on

- Routine purchases: Purchases of the same products on a repetitive basis which have low levels of
personal involvement
- Impulse purchasing: Major investments which have high levels of involvement-impulse: thúc đẩy

- Maslow's Hierarchy of Needs: A pyramid of basic needs namely physiological needs, safety needs,
social needs, self-esteem, and self-fulfillment which was developed by Abraham Maslow a twentieth-
century social psychologist.
- Customer Relationship Management (CRM): is based on the idea of treating different customers
differently and enable companies to create long-term, mutually beneficial relationships with
customers.
- Customer feedback loop: A learning relationship process which organizations tell clients "I know
you. You tell me what you want. I'll make it - and I'll remember next time".
- CRM technology: supports a CRM strategy by gathering, storing and analysing customer data.

- Database or back office system: where information directedly gather from clients is store and
processed
- Data warehouse: contains information from different databases

- Data mining: reveals patterns in customer behaviour

- Mass customization: each customer will receive slightly different offers and discounts

- Consumer protection groups or watchdogs: are concerned about the gathering and storing of large
quantities of customer information
- Privacy policy: Promises of no disclosure of customer data (by revealing it to other people, or to
share customer records with other companies)

Unit 3 + 4: Planning A Marketing Strategy

- Marketing mix: The combination of techniques used to market a brand. Often called the Ps.
Originally, there were four Ps.
- Product (or service): What you sell, including the quality, branding and reputation of the product

- Price: How much the product or service costs

- Place: Where you sell the product or service

- Promotion: How you tell consumers about the product or service

- Additional four Ps: People, Physical presence, Process, Physical evidence

- People: How your staff (or employee) and clients are different from the staff and clients of your
competitor
- Physical presence: How your shop or website looks

- Process: How your product or service is built, sold, delivered and accessed

- Physical evidence: How your service become tangible

- Launch: How you are planning to introduce the product onto the market

- Four Cs, As and Os: To supplement the four Ps with new ways of thinking about marketing. Can be
combined together.
- Customer needs: Identify customer needs so that products that meet these needs can be developed

- Cost to user: Do customers perceive the cost of your product as cheap, fair or expensive?

- Convenience: How easy (or difficult) it is to find your product

- Communication: How you should communicate with your customers

- Acceptability: Is your product socially acceptable, fashionable, attractive or legally acceptable in the
country where it is being sold
- Affordability: Do customers have enough money to buy the product

- Accessibility: Is your product easy to access

- Awareness: How many people know about your product

- Object: What do you sell? How it is manufactured or made? It is a high quality product or bottom
end?
- Objectives: Revenue objectives or price objectives

- Organization: How should you organize the sale and distribution of your product? What methods to
use?
- Operation: Which promotional operations work best for your product?

- AIDA: Steps a marketer takes in order to persuade customers to buy a product or service (Attention,
Interest, Desire, Action)
- Attention: Attract the customer's attention, make them aware of your available product

- Interest: Create customers' interest in your product

- Desire: Develop customers' desire to own or have your product

- Action: Prompt customers to take action to purchase your product

- Micro environment: Consumers, competitors, employees, media, shareholders, suppliers

- Macro environment and STEP analysis: Sociological, Technological, Economic and Political
factors in the market environment on a macro level - often a particular country or region
- Sociological factors: Religions, leisure activities, gender roles, birth rates, average life expectancy,
attitudes, opinions
- Technological factors: Production, offer, distribution, communication

- Economic factors: Interest rates, Unemployment rate, GDP

- Political factors: Political stability, legislation, international trade agreements

- Marketing strategy: The positioning of the product or service in the competitive market, including
discussion of target markets, policies of product and pricing, proposed marketing and
promotional initiatives
- Marketing plan: Detail the selected marketing methods and specific marketing actions or activities.
Examine the need resources (both financial and human) to achieve specific marketing objectives.
- AOSTC: Stages to develop a marketing plan, including Analysis, Objectives, Strategies, Tactics and
Control
- Current market situation: Information on the competitors and the marketplace.
- Competitor analysis: The positioning of your competitors - how they control the way customers see
the products or services
- Product / service analysis: What is your Unique Selling Point (USP)

- Target market: Your customer groups or segments

- Marketing goals: What you want to achieve, in terms of image and sales

- Set SMART objectives: Specific, Measurable, Achievable, Realistic, Timed

- Strategies: The approach to meeting the objectives

- Tactics: Convert your strategy into the marketing mix, including the 4 Ps

- Control: Tracking of the success of the marketing plan. How it will be measured. How the marketing
activity will be assessed.
- Executive summary: A summary of the marketing plan, included at the beginning of the plan

- SWOT analysis: Identify the strengths and weaknesses of a product (or service) and the
opportunities and threats facing it
- Internal factors: Strengths and weaknesses of the product (or service) itself

- External factors: Opportunities and threats of the marketplace

- Strengths: Superior, specialist, quality brand, unique, profitable, recognizable brand, global
brand
- Weaknesses: Undifferentiated offer, lack of new product, ineffective, inferior, damaged
reputation, weak consumer loyalty
- Opportunities: Developing market, gap in the maret, huge potential for growth

- Threats: Strong competitor, threatening price war, other emerging trend, fears of consumer

Unit 5: Publicity and Promotion

 Unit 6: Marketing
Tools
- List broker: acts as an agent for those who wish to conduct direct marketing campaigns via direct
mail, email, or telemarketing.
- Traffic: is visitors to your website. They are grouped into different segments, depending on how they
found you.
- Lead: is a person who shows interest in a brand's products or services, which makes the person a
potential customer. 
- Customer: is an individual or business that purchases another company's goods or services

- Client is somebody who buys goods or pays for services, professional services.

- Distribution channel is a chain of businesses or intermediaries through which a good or service
passes until it reaches the final buyer or the end consumer.
- Distribution cost: cost incurred by a producer incident to activities connected with placing a
finished product in the hands of a customer
- Distribution
intermediaries: Independent
groups or individuals that
provide the channel for a
company's product to reach the end
user.
Unit 7: Presenting Your Public Face
Crisis communication: can be defined broadly
as the collection, processing, and
dissemination of information required to address a
crisis situation. 
Crisis management: the process by which a business or
other organization deals with a sudden emergency
situation.

Unit 8: Marketing Through Trade Fairs

- Trade fair: a large event at which companies show and sell their products and try to increase their
business
- Giveaway: something that is given free to a customer

- Brochure: a type of small magazine that contains pictures and information on a product or a
company
(sách nhỏ thông tin hoặc quảng cáo)
- Exhibit: to show something publicly

- Exhibition stand: a section of an exhibition where a particular company shows their products or
information about their products
- High-profile: attracting a lot of attention and interest from the public and newspapers, television,
etc.
- Editorial: an article in a newspaper that expresses the editor's opinion on a subject of particular
interest at the present time
- Co-located: to locate or be located in jointly or together, as two or more groups, military units, or
the like; share or designate to share the same place
- Additional audience: extra visitors