CHAPTER 1

MARKETING OVERVIEW
 1.Marketing perspective

Content
2.Key terms
3.Marketing mix
4.Marketing ethics
1.1 The marketing development process

20th Century present

19th Century 1945

1.2 Evolution of marketing theory

Production Orientation

Product Orientation

Sales Orientation

Marketing Orientation

Societal Marketing Orientation

Production Orientation Product can be produced
that will have all the
Consumers prefer products that features any potential
are widely available and customer might want.
inexpensive.

The price of the product increases dramatically,

and customers are not always prepared to pay
“A customer can have a
for features they will never use.
car painted any color he
wants as long as it’s
Product Orientation
black” Henry Ford
Sales Orientation
- driven by customer needs

Manufacturer can produce far - focuses on designing and

more goods than the market can selling goods and services

accept that satisfy customer needs in

order to be profitable

Customer do not want to

buy goods, and will not
do so unless they are
Marketing Orientation
persuaded to do so
 Societal Marketing Orientation
- driven by customer needs
- focuses on designing and
Companies have a responsibility for the needs of society as a whole, so should
selling goods and services
include environmental impact and the impact of their products on non-users.
that satisfy customer needs in
order to be profitable
Theo các bạn trong năm quan điểm marketing:
• Sản xuất
• Sản phẩm
• Bán hàng
• Marketing
• Xã hội

Quan điểm nào đang được ứng dụng rộng rãi tại thị trường Việt
Nam? Tại sao? Vd?
Traditional Marketing Modern Marketing
- products only Concept - customer’s needs & wants

- the manufacturer Starting point - the market

- local area Geographical - global area

scope

- selling product - providing product

Objective
- maximum profit - maximum customer satisfaction
2. Key terms NEEDS

WANTS

DEMANDS

VALUES, COSTS,
SATISFACTION MARKET

EXCHANGE
2.1 The three basic concepts in
marketing
NEEDS
Physical needs for food,
clothing, warmth, & safety;
Social needs for
belonging and affection;
Individual needs for
knowledge and self-
expression
Maslow’s Hierarchy of
Needs
WANTS DEMANDS
Wants are the form Demands are human
human needs take as they wants that are backed by
are shaped by: buying power.
- culture and individual Given their wants and
personality, resources, people
demand products with
- one’s society and are benefits that add up to the
described in terms of most value and
objects that will satisfy satisfaction.
those needs.
2.1 The three basic concepts in marketing

Maslow’s Hierarchy of
Needs
2.2 The core terms
SATISFACTION
The feelings when consumers compare the result of their
product consumption of their expectation before buying

VALUES

Consumers’ evaluation about An act of obtaining a desired product from EXCHANGE

its overall ability to satisfy their someone by offering something in return
needs.

COSTS MARKET
A set of actual and potential buyers.
All of the expense (money, Consumers market when they:
time, efforts, etc.) that - search for products
consumers pay to obtain - interact with companies to obtain
its value information
- make purchases
 Satisfaction

! Dissatisfied, where your customer’s

expectations are not met

" Satisfied, where your customer’s

expectations are met (a neutral state)

# Delighted, where your customer’s

expectations are exceeded
2.3 The concept & nature of Marketing

Marketing is social and managerial process by

which individuals and groups obtains what they
needs and wants through creating and exchanging
product and value with others.

Philip Kotler
2.3 The concept & nature of Marketing
“the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual
and organizational goals” (American Marketing Association,1985)

“Marketing is a total system of business activities designed to

plan, price, promote, and distribute want-satisfying products to
target markets in order to achieve organizational objectives.”
(William J.Stanton, Michael J. Etzel, Bruce J. Walker,1994)
“the process by which individuals and groups obtain what they need and want
through creating and exchanging products and value with others” (Philip Kotler và
Gary Armstrong, 1994)

“the management process which identifies, anticipates, and supplies customer

requirements efficiently and profitably” (CIM- UK’s Chartered Institue of Marketing)
Commonalities
1
Marketing is a management process

2
Marketing is about giving someone what they want

3
Marketing is identifying and anticipating customer
requirements

4
Marketing fulfill customer requirements efficiently and
profitably

5
Marketing offers and exchanged ideas, goods and
services
“marketing is managing profitable customer relationships”

“the process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return”

Marketing is the human activity directed at satisfying needs and wants through an
exchange process.
Marketing Goals 01 Maximize consumption

02 Maximize consumer’s satisfaction

03 Maximize Choice

04 Maximize of life quality

 The role of marketing

Identify
customers
01 Understand customer needs and wants
Identify whom to target and how to reach them

Make the right product/ service available to the right people

Satisfy
customers
02 at the right time
Make everyone feel better off from the exchange

Retain
customers
03 Give customers a reason to keep coming back
Find new opportunities to win their business
Functions of Principles of
Marketing Marketing
Principle of selectivity
Product consumption
Principle of concentration
Market research
Principle of consumer value
Management organization
Principle of differential ad
Economic efficiency
Principle of integration
 Marketing classification
Industrial Marketing
System perspectives

Trade Marketing

Application areas
Domestic Marketing
Micro marketing Business Marketing International Marketing
Export Marketing
Macro marketing Import Marketing
Mean of Production Marketing
Service Marketing
Consumer Goods Marketing

Non-business Marketing
Marketing management process

R STP MM I C
Research Segmentation Marketing mix Implementation Control
Targeting
Positioning
3. Marketing mix
Marketing Mix is the set of controllable variables that the firm can use to influence
the buyer's response. The controllable variables in this context refer to the 4 ‘P’s

• Product
• Price
4P
• Place
• Promotion
3.1 Relationship between 4P & 4C
Product provides Customer
solution

Price represents Customer cost

Place provides Convenience

Promotion enables 2-way Communication

Marketing Mix 4C was created by Robert F. Lauterborn (1990)

Marketing challenges in modern era

The development of non-profit marketing

The Internet of Things
Economic globalization
Professional Ethics & Social Responsibilities
 4. Ethics in marketing
•Quan điểm vị lợi
Hành vi và quyết định được xem
là có đạo đức khi chúng tuân theo
các chuẩn mực và phục vụ cho
lợi ích của đại đa số trong xã hội
•Quan điểm công bằng và công lý
Dựa trên cơ sở bình đẳng, công
bằng, các bên cùng có lợi
•Quan điểm nhân quyền
Những hoạt động mang tính đạo
đức phải dựa trên cơ sở quyền
con người Quyền được thoả mãn
những nhu cầu cơ bản:
§ Quyền được an toàn
§ Quyền được thông tin
§ Quyền được lựa chọn
§ Quyền được lắng nghe
§ Quyền được bồi thường
§ Quyền được giáo dục về tiêu dùng
§ Quyền được có một môi trường lành
mạnh và bền vững
 Ethical Values

to be truthful and forthright in our dealings

Honesty
with customers and stakeholders

to accept the consequences of our marketing

Responsibility
decisions and strategies

to try to balance justly the needs of the

Fairness
buyer with the interests of the seller

to acknowledge the basic human dignity of all

Respect
stakeholders
?