UNIT 1.

Lecturer:
Master. Mai Thi Bach Tuyet
1. UNIT 1.
Introduction to marketing
and advertising

.
 1 Jobs and responsibilities(công
việc và trách nhiệm

2 Corporate identity (Bản

UNIT 1 sắc doanh nghiệp)
Contents
3 Logos branding.

4 Talking about job descriptions,

presenting your ideas (mô tả
công việc, trình bày ý tưởng)
 Reading,
Vocabulary, Meaning,
Practice:

Writing,
listening

Speaking
Vocabulary
 Vocabulary
Từ vựng Cách phát âm Dịch nghĩa
Advertising /ˈæd.vər.taɪ.zɪŋ/ Quảng cáo
Branding /ˈbrændɪŋ/ Xây dựng thương hiệu

Campaign /kæmˈpeɪn/ Chiến dịch

Consumer /kənˈsjuː.mər/ Người tiêu dùng
Customer /ˈkʌs.tə.mər/ Khách hàng
Direct marketing /dɪˈrɛkt ˈmɑːr.kɪt.ɪŋ/ Marketing trực tiếp
 Vocabulary
Từ vựng Cách phát âm Dịch nghĩa

Market /ˈmɑːr.kɪt/ Thị trường

Product /ˈprɒd.ʌkt/ Sản phẩm

Target audience /ˈtɑːr.ɡɪt ˈɔː.di.əns/ Khách hàng mục tiêu

Market research /ˈmɑːr.kɪt rɪˈsɜːtʃ/ Nghiên cứu thị trường

Từ vựng Cách phát âm Dịch nghĩa
Segmentation /ˌseɡ.mənˈteɪ.ʃən/ Phân đoạn thị trường

Positioning /pəˈzɪʃ.ən.ɪŋ/ Vị trí định vị

Strategy /ˈstræt.ə.dʒi/ Chiến lược

Promotion /prəˈmoʊ.ʃən/ Khuyến mãi
Marketing mix /ˈmɑːr.kɪt.ɪŋ mɪks/ Tổ hợp marketing
Distribution /ˌdɪs.trɪˈbjuː.ʃən/ Phân phối

I. 1.1Những khái niệm cơ bản của Marketing

Text
Một số thuật ngữ

• Nhu cầu
• Mong muốn
Các khái niệm Marketing
• Sản phẩm
Text
• Trao đổi
• Giao dịch
• Thị trường
• Phân khúc
UNIT 1
MARKETING INTRODUCTION
Objectives

Understand and being able to use marketing basic terms correctly

Understand the marketing process extended model
Understand the marketing management orientation
Being aware of the modern marketing landscape
 Marketing Introduction
Core concepts: Khái niệm cốt lõi

• What is marketing?
• Market basic definitions
• Marketing strategy and the marketing plan
• The marketing mix
• The Changing Marketing Landscape: Bối cảnh tiếp thị
đang thay đổi
'''''''''''''''''''''''''''''''''''''''''''
''''''''''''''''''''''''''''''''''''''''

Marketing is:

✓ Managing profitable customer relationship

✓ The process by which companies:

▪ create value for customers &
▪ build strong customer relationship

in order to
capture value from customers in return

- Philips Kotler-
 Marketing basic definitions:

Customer needs, wants, and demands

Market offerings: Offer có thể được hiểu như sự quảng
cáo hay Marketing cho sản phẩm bán hang trên thị
trường
Customer Value,
Costs and Satisfaction: Chi phí và sự hài lòng
Exchanges and Relationships: Trao đổi và mối quan hệ
Exchange
The act of obtaining a
desired object from someone
by offering something in
return
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 
Needs
 


Marketers did not create these
needs, they are basic part of the
human.
Help the company:
Identify the industry, the type of
products that they want to market
Answer the question: what
customer’s need our product will
satisfy
 

Wants:
Wants:
• Is human needs
• but are shaped by personal preferences/ culture/
religion …
• People have unlimited wants but limited resources
• Help the company:
– Decide the features, characteristics of the products/ services
– Competitive on the market
 Wants:



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Demands:
•
Human wants that are
backed by
• buying power
•
Willing to buy
Ability to pay
 Demands


Some combination of products, Products Services
services, information, or
experiences offered to a market
to satisfy
a need or want
Places Experience

Market offerings
Ideas People
The set of all actual and potential buyers of a product or
Service:
 Design a Construct an Building Capture value
Understand the customer- integrated profitable
marketplace and from customers to
driven marketing program relationships and create profits and
customer needs marketing that delivers create customer
and wants customer equity
strategy superior value delight

Research Select Customer

customers to Product decisions relationship Create satisfied,
customers and
the marketplace serve: market management: loyal customers
segmentation build strong
and targeting Pricing decisions relationships
with chosen
Manage
customers
marketing
Distribution: Capture customer
information and
Decide on a manage demand
customer data lifetime value
value and supply chains
proposition:
Partner
differentiation
and positioning relationship
Promotion: management:
communicate the Increase share of
build strong
value proposition relationships market and share
of customer
with marketing
partners

An expanded model of the marketing process

 Marketing management

Marketing management is the art and

science of choosing target markets and
building profitable relationships with
them
– What customers will we serve?
– How can we best serve these customers?
 MARKETING MANAGEMENT ORIENTATIONS
➢ Production concept
The idea that consumers will favor
products that are available and highly
affordable and that the organization
should therefore focus on improving
production and distribution efficiency
➢ Product concept
Consumers will favor products that offer
the most quality, performance and
features and that the organization
should therefore devote its energy to
making continuous product
improvements

➢ Selling concept ➢ Marketing concept

The idea that consumers will not buy
enough of the firm’s products unless it
undertakes a large-scale selling and
promotion effort
A philosophy that holds that achieving
organizational goals depends on
knowing the needs and wants of
target markets and delivering the
desired satisfactions better than
competitors do

➢ Societal marketing concept

The idea that a company’s marketing decisions should consider consumer’s wants,
the company’s requirements, consumers’ long-run interests, and society’s long-
run interests
Designing a Customer-Driven
Marketing Strategy
Designing a Customer-Driven Marketing
Strategy
Selecting Customers to Serve

• Market segmentation refers to dividing the markets into

segments of customers

• Target marketing refers to which segments to go after

The marketing mix is the set of
tools (four Ps) the firm uses to
implement its marketing strategy.
It includes product, price,
promotion, and place.

Marketing Mix –
4Ps
Integrated marketing program

Company Exchange
Customer’s
Marketing Mix- 4Ps
satisfaction

Profit

Integrated marketing program is a

comprehensive plan that communicates and
delivers the intended value to chosen customers.
Building Customer Relationships

Customer Relationship Management (CRM)

The overall process of building and maintaining

profitable customer relationships by delivering superior
customer value and satisfaction
 Review
Customer needs, wants, and demands
Market offerings; Customer Value, Costs and
Satisfaction
Exchanges and Relationships
Markets; Marketing process
Marketing management
Marketing management orientations
 TIME FOR PRACTISE

Exercise 1 - Page 6
Từ vựng Cách phát âm Dịch nghĩa

Brand manager (N) /brænd/ Giám đốc thương hiệu

Director of /daɪˈrek.tər/ Giám đốc tiếp thị

marketing (N) /ˈmɑː.kɪ.tɪŋ/

Head of PR (N) /hed//əv/ Trưởng phòng PR

/ˌpiːˈɑːr/

Marketing mɑː.kɪ.tɪŋ Trợ lý tiếp thị

Assistant (N) /əˈsɪs.tənt/
 TIME FOR PRACTISE

Exercise 1 - Page 6
 TIME FOR PRACTISE

Exercise 2 - Page 6
TIME FOR
PRACTISE
Từ vựng Cách phát âm Dịch nghĩa
Ad agency /æd//ˈeɪ.dʒən.si/ Đại lý quảng cáo
Art director /ɑːt/ /daɪˈrek.tər/ Giám đốc nghệ thuật

Copy writer /ˈkɒp.i/ /ˈraɪ.tər/ Người viết bản sao

(bản thảo)
Graphic designer /ˈɡræf.ɪk/ /dɪˈzaɪ.nər/ Nhà thiết kế đồ họa

Market Research /ˈmɑː.kɪt/ /rɪˈsɜːtʃ/ /fɜː Công ty nghiên cứu

firm m/ thị trường
PR officer /ˌpiːˈɑːr/ /ˈɒf.ɪ.sər/ Nhân viên PR
Homework
Exercise 5-7-8 - Page 7,8
Listening Transcripts
Unit 1- P69
Output: Brand love
– P10

LISTENING
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