Needs

Physiological
Safety

:
Love/belonging

souvenir
Esteem
Self-actualisation

Customer needs -
Wants
wants - demands
Demands
>
② Market offering: Kodak
Marketing Myopia: focus only on
/
eYahh¥f neglect
needs Knokke
① Customer value & satisfaction
1. Understand
marketplace and ④ Exchange & Transaction
product /service
customer needs
⑤ Markets
potential buyers of
.

a
actual +
thesetofall
Marketing Environment (Topic 2)

segmentation
Select customer to serve = S........................... + T......................................
arget MKT

Choose a value proposition (product benefit and values that satisfy customer
ifferewtiate
needs): D......................... + P..............................
on-time
2. Design a customer- galls
driven marketing
distribution => art volume
strategy (STDP) production
Production concept = improve ....................... + ......................
affordable
....................................
avail
efficiency
+

quality
Product concept = focus on .........................., product iimproremlhtsr
.

innovative features
5 Marketing performance
............................, ...................................
scale promotion
management
orientations
large
Selling concept = undertake .............................. + ........................... effort
setting
customers needs + create products/services that
Marketing concept = understand ................................
meet
existing/ latent => deliver desired .....................................
.....................................
needs
satisfactions > competitors
customers
requirements
wants + company ...................... +
Societal Marketing concept = customer ............. ↳ IT satisfaction
:

/ long-run
customers
............................. interest
balance
3 const

Product society .

3. Construct an integrated Place

Topic 1. Marketing
marketing program that
What is marketing? Process Price
deliver superior value 48
Promotion
customers
Marketing is ... •

engage
customer relationships 4. Build profitable Customer Relationship Management (CRM)
create customer value relationship & create
customer delight Customer satisfaction, Customer delight

cap
# value
from customers .

Customer loyalty & retention

5. Capture value from
customers to create profits Customer lifetime value
and customer equity
Customer equity
 helpful / external
helpful/ internal
OPPORTUNITIES = ...
STRENGTHS = ... Eg........................................
Eg............................

THREATS = harmful
/ external
.

1. COMPANY
Eg...................................
WEAKNESSES = ... harmful / internal ...
/
relationship d- Mktmanagemeutwlothergr departments of comp
.

Eg. ...................
top manage finance, RWD , Purchasing
Eg................................... ,

Operations , accounting /shortages / delays

.

supply availability
strikes
labour
2. SUPPLIERS materials
prices of
.

/ services
Provide the Resources needed bythecomptoprodnceits goods
.......
.

( 4 Unilever P&G / Nettle

/
Eg. Giraudaw
................... , . -
.

1. DEMOGRAPHIC: human populations in terms of size, SWOT Resellers:...distribution channel (

wholesalers + retailers )
street vendors,
density, location, age, gender, race, occupation, etc.
(4) supermarket, convenient stones ,
.
. _ _

Eg.................................
generation
Eg..................... 444 , ) 3. MARKETING
gtodeemonegoodsfromtheirpointsofonigin
destinations
. .
.

>

increasing diversity Lanai) INTERMEDIARIES Physical distribution firms:...

Help company to tioañglai warehouse, shippers,
Eg.................................. logistic .

promote, sell, & media frrmslmktuntulhtfhrms

eonsumefzpurchahigponet Mkt research firms , ads agencies
affect
2. ECONOMIC : ... distribute product Marketing services agencies: ........................ ,

Tatarranolcheapentcarjspehduig
Eg............................... patterns to final buyers Eg.................
> target promote its
& product
tothebight / markets
Macro Environment Forces Micro Environments Actors customers .

↳ middle-income 'wIhdta Financial intermediaries: bank

... credit comp, .

Larger societal forces Actors close to the company

finance transactions /issue
,

that affect the that affect its ability to service its Eg....................
insurance
comp, help ofgooets)
.

> .
. .

m........................... G. / selling buying

c..........................
ustomers (i.e. fulfil Bank / insurance comp
3. NATURAL: ...waheralrsswgiutsiformatketehs personal consumption
.

customer's needs) / service 4

Consumer market:...indofhouseqolds.by goods
Trends:.....................
shortages ograwmattpopnlationitgorwdihohhon (5) further processing
/ usetortheir production
process
apple /
carbon euro sustainable strategies for .

Eg..............................
-
.

Business market:... _

neutral
leers 6 Macro W2c. 6 Micro 4. CUSTOMERS to resell at profit
roof organic
.

a
cotton
Cgorageneies)
.

Reseller market:......
Marketing
-
_
.

Environment Environment People who buy services

most dramatic
Forces Environment Actors goods & services Government market:... to produce public MMM For?
podium
-

( consumers ,
( force
guyepgaanogaepcounfpuerg
.

4. TECHNOLOGICAL: ...
Robotic scientist
ometarerse, Pss
Eg...................................
,
International market:...
Marketing Environment
/ = Actors & forces outside marketing that affect marketing
management’s ability to build and maintain successful
relationships with target customers. => Firms should take similar products
(2)
Direct Competitors: ...
proactive approach rather than reactive approach. 5. COMPETITORS Uber Grab
Eg...................... Pepsi Coke
- - -
.

Other orgs competing with need

dissimilar products
or
satisfy the same .

the company for the same Indirect Competitors: ...

consumers, fulfilling the Bus Keane

/ gorageneiprotect
fsipressuoegr
5. POLITICAL/LEGAL: ... land,
.
Eg...............................
-

same needs & wants

Eg........................... 's ability to obtain funds
Footed
.

taeeomp
brand #
Financial publics: influence
...
counterfeit Asia interest
protefteomt consumers
og
society Eg....................................
unfawcompe.fr
.

Laenbmdledbnsdnlls Media Publics: ... carry news, features ,

+ editorial
opinions _

behavior ,

Eg............................
Government Publics: ... gor developments .

institutions & other forces > society's basic rakes Eg.................................

/ community organizations
(6)
6. CULTURAL: ... / behavior'
petaptrins residents
↑ neighbourhood
.

gaming
Eg.............................
culture Local Publics: ...
-

6. PUBLICS
> persistence
Core beliefs & values Eg...........................
Secondary beliefs & values Org needs to satisfy public
culture values Can help firm reach their Citizen-action Publics:...consumer organizations ienviglr > minority gr
.

of goals, or prevent firm from Eg........................

achieving them 's
General Publics: ... general public image ofcomp
bod
Internal Publics: workers
... managers volunteers,
.
_

Eg...........
 lsize, purchasing pmer profiles )
,

measurable substantial target profitable city , region

. . .

actionable differentiable Geography segmentation / surah urban

accessible
- - '

geography climate,
-
-

Segment based on:...

population
.
.
.

most popular _

segmenting customer
grps
.

Demographic segmentation
fam size, fam life> income, occupation
age, gender
Segment based on:... ,
1. SEGMENTATION edu , religion, race, generation , nationality off season
morning evening,
-

Occasions
. _ _
.

: >

Divide the total 1.

status, economical , fuel saving -

market into smaller premium

Psychographic segmentation "
Bene sought :
'

lifestyle personality
L -

segments Segment based on:...social class, ,

charac
3. U get status ; non
users > ex users ,
- -

potential, 1st trine . . .

medium , heavy users

4.
Usage Kate light
:
.

>
. .

cards
status degree loyalty er ( loyalty >
loyalty
5. : or
. . .

Behavioural segmentation
More B for more P knowledge
Segment based on:... , attitudes , uses ,
responses to a
product .

Starbucks focus what is COMMON in needs

Undifferentiated (mass) marketing:....................................................................... .

same product
Eg. Yahout; Gas , Rice target whole market wl ONE offer → sell the .

all segments
.

to

More B for the same P

SEPARATE OFFERS
Lexus -

Merl Audi VALUE SEVERAL +

target
Differentiated (segmented) marketing:.......................................................................
for each
segments design
(double warranty) PROPOSITION W3. Customer-driven 2. TARGETING Eg. Colgate , BusinessClass , Economics class .

(Differentiation & marketing strategy. Select the segment CF

More B for less P
not bone +sustainable
light?
Positioning): (Create value for or segments to
4 a SMALL market share
comp Benefits vs. Price targeted customers) enter pursue a LARGE market share of
Concentrated (niche) marketing:....................................................................... .

Eg. Cereal for diet pp Lfew competitors +

strong capacities in this market )
ultra
expensive villa Cphuithegteuy)
The same B for less P
Bell flow cost : no
physical store individuals 1- local customers
Micro-marketing (local or individual marketing):......................................................
.

Eg. > tailoring products + Mktprg

Japanese
Bookstore kinobueriya
Less B for much less P

Vietjet .

features ,
Product:.......... performance style design , ,
. . .

Eg. waterproof phone

speedy , convenient
Services:..........
"
or careful delving
Eg. dog seat at golf
Perceptual Positioning Map 3. DIFFERENTIATION
4. POSITIONING
Shows consumer perceptions of their Differentiate the
brands vs. competitors on
Position the market
market offering to
hiring + trainigpp better than competitors
People:..........
offering in the minds of Eg. sing VN airlines
- .

important buying dimensions create superior

target customers 's
Helps marketers to identify the gaps customer value / Channel
Distribution:.......... design channel coverage,
: expertise+ performance .

Eg. ④he savelives in Africa ( Med fits corecrate)

brand image
Image:.......... 's distinctive benefits / positioning
convey product
.

Eg. OMO dirt is good

.

:
 Attributes
1. BRAND
Benefits
POSITIONING
Beliefs and values
1. Product attributes Pure tangible goods (Tangible)
... Eg. toothpaste instant noodle
,

2. Branding
... Pure service (Intangible)
Selection 3. Packaging
*Service" is....intangible domotresult intangibility variability
2. BRAND NAME 5 characteristics of services:...................
in
any ownership inseparability perishability
... Eg. massage> haircut
Protection SELECTION
4. Labelling
... Goods & services combination
Eg. car showroom w/ repairmen service
-

Manufacturer's brand (national brand)

... 5. Product support services: 1. A product/Company’s
market offering often includes
...
both tangible goods &
Private brand (store brand) Organisation, persons, places, ideas
services. cites /countries , mkt
agencies
... 3. BRAND Eg. RMIT / Predators, prehideuts / entertaining ,
INDIVIDUAL PRODUCT & sellideasto
SPONSORSHIP SERVICE DECISIONS 2. Product - experiences what the product ? companies
willow 4 the customers
Licensing: Eg. buying an Ipad
... Mike eunrwngapp
:
-

Augmented product
hhatisthebuyer ?
.
.
. .

1. Core customer value:........

. .

Co-branding PRODUCT MIX PRODUCT PRODUCT LINE really buying

DECISIONS DECISION DECISIONS Eg. Storing foods to > fresh'_ nutrition Actual product
... peeiverg
&
[Ct credit %%ᵈme CORE
customer
features After sale
-

refrnofhtor features , design > quality / brandname

orality value
*"Ñ
service

2. Actual product:............... .
" '

Installation
"

packaging
Eg. LG brandname, Leftridge , Lcdesngn
Warranty
Line extensions:
BRANDING W4. Product & PRODUCT
DEFINITION &
3 LEVELS OF
......................................................................................... STRATEGY PRODUCTS additional consumer services / bene
Eg. coke Branding Strategy CLASSIFICATIONS
3. Augmented product:...............
Eg. Guarantee, warranty , installation service .

Materials departs
sellthebrand purchased for further
processing
) capital itemsServices
Brand extensions: ( ortoruseiwconduehig business
suppliers
& .

......................................................................................... Industrial
Eg. 4. BRAND
DEVELOPMENT
Creator
quaggy
Products
.
1. Convenience products:........buy frequently
Eg. noodles, tissue, cookies .miw
/
effort ( usnlonpeice
immediately
%
. .

customer Advice / eanibdisrn

¥7791

§
moresrhelfspacelnhateveruiay Brandname
>
✓
1. Product Development Stage 4. Maturity Stage sales peak & startle decline PRODUCT
Multi-brands:
.

CLASSIFICATIONS
......................................................................................... Product category . ...................... ......................

/
Eg.
compare
Consumer
less
2. Shopping products:.......... frequently
machine Uniqlo
purchased +
carefully .

Eg. fridge , , washig

Products aircondi ,

by the nature elasticated process

(
New brands
.........................................................................................
2. Introduction Stage
......................
PRODUCT
LIFE CYCLE
goods
of
Eg.
( \ service
3. Specialty products:........
Unique charad-ewstictidenwfr.cat
beard

product Buegersdouotcompare@PJCarsgdesrgirerdolhes.n
Eg. medical services ,
. .

lots of competitors .
5. Decline Stage
3. Growth Stage ......................
maintain

↳ ...................... harvest
might@tkaorrabtsusnrutthiakof
4. Unsought products:...........
dropthe
products from the line buy it .

Eg. therapy tarantass)

{ insurance
funerals
 MARKET-SKIMMING PRICING
Set initial high price for high
revenue
Conditions:... superior quality
&
image
Enough buyers
Cj phone) competitions cannot charge
1. Set pricing objectives
lower price NEW PRODUCT demand
2. Estimate
...
PRICING

MARKET-PENETRATION PRICING 3. Determine costs

Set initial low price for high market
decision
share market is price sensitive Analyze
4. ... factors affecting pricing
Conditions:... costs fall nl volume
large
love , tollgate low price helps to keep out competition 5. Determine pricing strategies & pricing policies for
low price
'

can be maintained
making price adjustments
PRODUCT LINE PRICING
Set initial period
-

setting price steps between

product eerie items 6. ...
IPhone wl drift color

7. Offer and make price adjustments as needed

Good-value pricing: '
OPTIONAL PRODUCT PRICING combination McDonalds $1812813
optional /accessory products sold offering the light
... menu
Pricing with the PRODUCT MIX
of quality good service → at fair price
product Walmart everyday
-

main
heated seat
PRICING
car
(when company PRICING VALUE BASED PRICING low pricing
.
_ . .

Vrietget -
diff meal / Magennis . . .

manages > 1 FRAMEWORK => Customer driven

'
CAPTIVE PRODUCT PRICING
buyers perception
products) of value
...
Pricing products that Must be used wl the main product price is set before the Mkt prog
is set ​Value-added pricing:
- adopt value-added features / services 1st class
airline
→ ↑ pliers + differentiate offerings
PRODUCT BUNDLE PRICING
at one time , the comp
can
Pricing bundles sold
of products together
only apply
1
pricing approach
.

bundle at a reduced
price > Fast-food ; combo chic, burger50mL,
coke
the diff fomular)
sunlight :& bottle 500mL (be of
.

DISCOUNT But in the long

ever - can change .

Corey in large volume) - Quantity discount:

(out of season) - Seasonal discount:
SEGMENTED PRICING
COST BASED PRICING => Product driven
Phill drift
- Customer-segmented pricing: diff customers pay
) OPERATIONAL W5. cost C. producing > distributing, selling )
Set prices based on...
_ .
.

adult
(student MAJOR PRICING Method:...cost plus pricing / mark-up pricing
. "
-

evionlspealf bottle
) - Product-form pricing: diff versions
-

PRICING
-

Cuotbakdmditt Main types of costs: Variable cost, Fixed cost, &Total

doulbemtttlcaow-hfgai.nl .
of product
( cinema ticket)
.

in their costs ) STRATEGIES PRICE STRATEGIES

Cost
- Location pricing:
month
(Gym happy: hour _ .
.

) - Time pricing: season ,

hour
day , offer PRICE = Money charged for a product or service.
DECOY The only element in marketing mix that produces

( odd periwig
1.99Mt )
PSYCHOLOGICAL PRICING car : small
popcorn big pigeons
revenue
•• a
÷:g
{below cost
Temporarily peiabelonlistpeiee PROMOTIONAL PRICING

↓ - Simply discounts:

eexcitemut urgency
.

+ COMPETITOR BASED PRICING => Based on competitors

- Special event pricing: Set prices based on...competitors / strategies, costs , prices , market offerings
PRICE
- Low-interest financing, longer warranties, free
maintenance:
ADJUSTMENTS •

Compare interim of customer value -

market offering
STRATEGIES •
How strong are current competitions - current pricing strategies
.

µYÉboedu
DYMANIC PRICING
Adjust prices continually to meet buyers' needs & market situations
Geats ,
Uber .
_ are

?
↳ in bargaining
 PRICING STRATEGIES
atdtuine : 01
Strategy
>
Major Pricing Strategies applied ONLY .

Value-based Cost base competitor based

Perring
Pricing pricing

competitor based
Good value Value-added Mark-up Pricing
Pricing Pricing
Customer driven Product driven
 OPERATIONAL PRICING

New product Peoeheetmix Price adjustment

Pricing Pricing Strategy
Market Market
SKIMMING PENETRATION
Discount segmented Psycholo Promotional
Dynamic
Product Optional Capture Pexehiet
Line product peoehiet Bundle .
 market
✓ penetration
Quantity
-
Precourt
-

productive sy Bundle .

>
optional

Quantity

jg¥ho
discount
optional
Location
↓
!!%g pry
ti⑨
location
Touautitg
- location
Conlloff) .
 business / viable
}<
amount
suppliers nature of only at

Channels iharedtttlevd
.

↓
company
↓
Supply Chain
Upstream partners on
.(ofÑᵈⁿmᵈianʰ
wolerel Horizontal conflict among
forms -

same level of the channel .

Distribution channel
↓
customers },
Downstream partners Supply chain &
Value Delivery
networks
Channel conflict
Vertical conflict _
diff levels

Value delivery network:

caudatethenhdesyeteen collapse →
very bad /noonenarts
partner w/ < marketing organisation + suppliers + manufacturer ex: souvenir shop in old graters
each other distributors + customers business
✓

wholesaler Money applied for small / family

Conventional marketing channel:
Lack leadership & power, conflict... Retailer
Marketing Channels Lenient
(Distribution Channels)
Brand Owner
↓ Corporate VMN: ( dump being all
)
Attributor Production & distribution under single ownership...
↓
'

greater efficiency r Intermediaries Eg. Petrol Nguyen ,Tte

writhing
. .
.

Retail stones
What is Place/
.

Channel
Marketing W6. Behaviour &
channel/ Contractual VMN: lwonktogetuennotbelongtothesamewmp ; contract
'

Channel
Functions of marketing
channel members:
Distribution PLACE Organisations
Vertical marketing
network (VMN):
Consists of independent firms at differentminimal risks
levels of production & distribution...
Information
channel?
A unified network Most common form: ............ nfranchisesysteonitthpnfit
→
everyone ways
to involve

Promotion Eg. Nike Manufacturer sponsored retailer -

firm sponsored retailer

Contact The Nature of Nhalllfacfutef service -
-

Matching Marketing
Negotiation Administered VMN
Channels and
Physical distribution Has a few dominant channel members without
value creation
Financing Channel common ownership. Leadership comes form
Risk taking Organization/ size & power...
Distribution Eg.
Systems
Types of distribution channels
(of different lengths): Marketing Channel
1. Analysing consumer needs
lttmway) Direct marketing channel: 0 intermediary Design Horizontal marketing network:
Indirect marketing channel: >1
( Honda , Aquahoiaf intermediaries
4. Evaluating those alternatives More than 2 companies at one level join together to follow
a new marketing opportunity...
zara : sdlonwebsileofcomp 2. Setting channel objectives Eg. Cros + eiueenatihighlahds
Abney ,
Wacha :
manufacturer -
wholesaler - retailer ehdconbumlrs
-

Cootes producer
:

)
Crestfallen
)
Paraphrasing
racotofehannds.at )
.

3. Identifying major channel alternatives tiresome time

MKT system Mktnetwuork
.

__
Multichannel Distribution network
*Distribution Strategy (based on number of marketing
distribution network/ system buy tickets from Bamboo neb Tearelokcar Packagetourcrilttravel) .

Eg travelling
-

hledsnotashiglr intermediaries)
-

: -

① a) Intensive Distribution: ................ Cabinet ,

② r¥YEÑᵈ Eg Tsung Nguyen
:
supermarket , )
_ .

- b) Selective Distribution: ..................

↳ theuahoe c) Exclusive Distribution: .......................
facilities :-)
(
,
 corporate
multichannel

contractual
Franking
horizontal

conventional

administered
⑨ Intro : wheen enterVN

⑧ FNgure.gg : how
they perform .

Segmentation : abt the product

TV neat types
eg : Sammy tr → :

of customers
nalehtr .

⑨ tststep dessuribe (
apply what learnt
i. : .

2nd evaluate
step :

zp .
 { Mostly big caput fin ☐ can use a
strategies at the same time
•

Retailers

1. Advertising ↳ gmaee companies choose free channels /tools Cfb inst tiktok
:
/
. _

) Producer > nweemie.rs > Consumers

target the next channels .

PUSH strategy push the products them wth - consumers

,

Producer => Retailers & Wholesalers => ...

2. Public Relations B-to-B tend to "push" more
Tools: Personal selling, trade promotion, etc.
Promotion Mix
Strategies PULL strategy pull the consumers towards the brands .

3. Sales Promotion Producer => Consumers => ...

Promotion Mix B-to-C tend to "pull" more
Consumer promotion tools overview
Trade promotion Tools: Consumer advertising, consumer promotion, etc.
Salesforce promotion

1. Identify Target Audience Who

4. Direct/Online marketing Buyer Readiness Stages

lltey Awareness knmledge liking Prgtereaee

-

Promotion Mix
-

2. Determine Communication Objective:

-

Topic 8. Marketing circle's

5. Personal selling (Marketing
Communication Depends on the life of stage products Purchase
'

Conviction
Communications PROMOTION
-

Decisions
Mix)
3. Design a Message

Promotion mix = Marketing Personal communication

communication mix (Marcom): blend of How Eg.
Integrated Marketing Communication (IMC) tools that the company uses to pursue its
advertising and marketing objectives. > 4. Choose Media Non- personal communication
•
• communication channels
brand Steps in developing Eg.
• clear ,
compelling , consistent
imessage (
abt the
orgt ) Marketing
Communications
5. Select Message Source
Eg. Am bass of brand
> Ask the eight questions
6. Collect Feedback ( Evaluate whether achieve obfeehie or not?)
↳ of the customers
 for ppin
release
(notum
theindustry
consumer)
push ,

↳ keep updated
in the industry
pull retailers

push
both crises
cpvll)
pull
both
push
pull
 :

D- Of CHAT nhattnestgleofuki.us
,
be
how to
nhennorkforllkcorp
"

Uh
"
?
1. Samples

2. Coupons/Voucher

3. Cash refunds

4. Price packs/Discount

1. Objective setting A. Consumer 5. Free gifts/Premiums

promotions' tools
..... 6. Advertising specialities

7. Point-of-purchase promotions (PoP)

2. Budget decisions
Message decisions 8. Contests, Sweepstakes, Games

9. Patronage Reward
1. Advertising
3. Developing
advertising strategy Paid, non-personal,
use paid media B. Trade promotions
Media decisions: 3. Sales Promotion ...
Eg...

4. Advertising evaluation

C. Sales force promotion

...
W78. Eg...

1. News
PROMOTION
MIX TOOLS
(details) Direct mail marketing
2. Speeches
Catalog marketing
3. Special events Direct-response TV marketing
4. Direct/Online
Marketing Kiosk marketing
4. Written materials

5. Corporate Identity
2. Public Relations
Online/CRM technologies

Telemarketing
(Furbrow )
:X
6. Public Service Activities/ CSR Proactive PR vs. Reactive PR
op .

Face-to-face communication Tre :

elteetirebroad anarchy
( To build
7. Audio Visual Materials ✓
Telephone marketing
'

gaining more
⊕ 8. Buzz marketing
ubywotlisted here ? 5. Personal Selling
Outbound woteteetire
Inbound
poitistaater peace Product Sponsorship Powerful makeaÑ
"
:

g. *
produetiuatrihonmvpeaament .

America
Virgin
Happy birthday
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