CHAPTER 1

1. What is MKT ?
+ a process
+ engage,understand customer (by create value,address
customer problem, sastify needs-want-demand) => build and
maintain (long-term,profitable) relationship => capture value
(profit, reputation, brand equity,...)

For example : I want a new dress for the party next week, and I
search for this which is suitable to me, and

2. Phân biệt :
- Need, want, demand
- MKT myopia : thiển cận MKT : sell the product which
customer need, don’t sell which you have, focus on customer
- Thị trường

Design : Segmentation, Target Customer, Positior (định vị)

BT nhóm : phân biệt orientations

1. production concept : focus on improving production and
distribution efficiency
- the demand exceeds the supply
- the product’s cost so high sx nhiều
- don’t care need and want => lose sight, mkt myopia
2. Product concept : continous product improvement (cải tiến
sp)
=> mkt myopia
3. Selling concept : effort to sell and convince, have sale
promotion
- insuarance company
- availble product => try to sell => get profit from
4. Mkt concept : understand needs and wants, out-side => base
on the research => get profit from customer sastify
- Chỉ focus vào customer mà không focus vào xã hội, môi
trường,...
5. Societal MKT Concept
------------------------------------------------------------------

BT : tìm topic yêu thích post lên 4room và give some question
BT nhóm : micro.com => tóm tắt chap1