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Class materials

1. Lê Đình Tường (chủ biên), 2000, Giáo trình

Principles of Marketing Marketing lý thuyết, NXB Giáo dục, Hà Nội.

2. Kotler & Armstrong, Principles of

Marketing, 17th edition, Pearson Publisher
Assoc. Prof. Dr. Thu Huong Pham
Mobile: 0912522490 3. Trần Minh Đạo, Giáo trình Marketing căn
Email: huongftu1@gmail.com bản, Trường Đại học Kinh tế quốc dân

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• Chapter 1: Introduction to Marketing

Course Attendance 10%
• Chapter 2: Marketing Environment
Evaluation
Criteria
• Chapter 3: Marketing Research Mid-term exam 30%
Course content • Chapter 4: Consumer Market and Consumer Buying Behavior
• Chapter 5: Business Market and Business Buying Behavior
(Multiple choice questions
• Chapter 6: Segmentation – Targeting – Positioning (STP)
covering chapter 1 to 6)
• MID-TERM EXAM
• Chapter 7: Product policy
• Chapter 8: Price policy Final exam 60%
• Chapter 9: Place (Distribution) policy (Multiple choice questions
• Chapter10: Promotion policy
and 2 essay questions)
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Lectures
• What is marketing?
STUDY METHOD Case study • Course title?
• Student’s expectations?

Presentation
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1. What is marketing?
1.1. Definitions of marketing
CHAPTER 1: INTRODUCTION TO MARKETING Philip Kotler
1. What is marketing? The performance of business activities that
1.1 Definitions of marketing direct the flow of goods and services from
1.2 The marketing process producers to consumers
1.3 Basic concepts in marketing
The process of planning and executing the
2. Marketing management orientations conception, pricing, promotion, and distribution of
ideas, goods, and services to create
3. Marketing mix decision exchanges that satisfy individual and organizational
objectives.

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Kotler & Armstrong

Marketing is the process by which companies create value for 1.2 Marketing process
customers and build strong customer relationships in order to
capture value from customers in return.
I.P.A.C model
• Information
M = R+ STP + MM + CRM + C • Planing
• Action
• Control
M – Marketing process
R – Research
STP – Segmentation, Targeting and Positioning
MM – Marketing mix
CRM – Customer relationship management
C – Capturing value from customers

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Needs
1.3 Basic concepts in marketing
Philip Kotler:
Human needs are states of felt deprivation.
Needs Product
Maslow Hierarchy of Needs
q q

q Wants q Satisfaction
Human needs are arranged in a hierarchy, from
Demand Traditional marketing
the most pressing at the bottom to the least
q q

q Exchange 888
q
666
Modern marketing 123 pressing at the top.
Everyday Once
Twice A week A person tries to satisfy the most important
A week need first. When that need is satisfied, it will
stop being a motivator, and the person will then
try to satisfy the next most important need.
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Wants
Case sudy: selling a
product to people Wants are the form of human needs
who don't need it which is shaped by culture
and individual personality. Wants are shaped by one’s
society and are described in terms
of objects that will satisfy those
needs.

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Demands Exchange
Demands are human wants backed by buying power
• Exchange is the act of obtaining a desired object from someone
by offering something in return.

• Exchange is the basis for all marketing activities

This is the content that businesses must

pay attention to

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Product
Products are all goods and services A product…. Satisfaction
that can be offered to satisfy a Tangible goods, Intangible goods,
human need or desire, attract
q

ideas ,everything…
attention, stimulate shopping and Different products have different Customer satisfaction measures how well the expectations of a customer
consumption
q

levels of satisfaction of needs concerning a product or service provided by your company have been met.

When a customer is satisfied with a product: a return customers/ advocacy.

q GRAB, AIRBNB, FACEBOOK This can be a powerful marketing advantage.

When a customer is not satisfied with a product: unlikely to return/ hurt the
firm by making negative comments to prospective customers.

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Satisfaction
Traditional Marketing VS. Modern Marketing
Example? Consume any type of Discover unmet needs and target
product that the business is production to meet those needs
Needs
Needs capable of producing
Needs Only produce what the market
Product FORD needs, not what the business has
Product
Product

Not satisfied Partially satisfied Completely satisfied

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Production concept:
2. Marketing management orientations • Consumers will favor products that are available and
highly affordable.
There are 5 alternative concepts under which organizations design and carry out • Management should focus on improving production and
their marketing strategies distribution efficiency.

• The production concept is still a useful philosophy in some

situations. For example in the highly competitive, price-
sensitive Chinese market, both personal computer maker
Lenovo and home appliance maker Haier dominate through
The The The The low labor costs, high production efficiency, and mass
production product The selling Marketing Societal distribution.
concept concept concept concept concept
• However, although useful in some situations, the production
concept can lead to marketing myopia and losing sight of
the real objective—satisfying customer needs and building
customer relationships.

Traditional marketing phylosophy Modern marketing phylosophy

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Selling concept:
Product concept: • Consumers will not buy enough of the firm’s products unless the firm
• Consumers favor products that offer the most quality, performance, undertakes a large-scale selling and promotion effort.
and features.

• The focus is on continuous product improvements. • Such aggressive selling, however, carries high risks. It focuses on
• Product quality and improvement are important parts of most short-term creating sales transactions rather than on building long-
marketing strategies. term, profitable customer relationships.
• However, focusing only on the company’s products can also lead to
marketing myopia.

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• Marketing concept:
• Know the needs and wants of the target markets and deliver the
desired satisfactions better than competitors.
• Under the marketing concept, customer focus and value are the paths
to sales and profits.

• Instead of a product-centered make-and-sell philosophy, the

marketing concept is a customer-centered sense-and-respond
philosophy.
• The job is not to find the right customers for your product but to find
the right products for your customers.

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• Societal marketing concept:

a company’s marketing decisions should
3. Marketing mix
consider consumers’ wants, the company’s
requirements, consumers’ long-run interests,
and society’s long-run interests Marketing mix is the set
• It calls for sustainable marketing, socially and
of tactical marketing tools
environmentally responsible marketing - product, price, place, and
that meets the present needs of consumers promotion - that the firm
and businesses while also preserving or blends to produce the
enhancing the ability of future generations
to meet their needs. response it wants in the
target market.

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Promotion
includes all of the
activities
Product Price Place marketers
Product means Price is the Place includes undertake to
the goods-and- amount the company activities
inform consumers
services consumer must that make the
about their
combination the exchange to product available
products and to
company offers to receive the to target
encourage
the target market. offering . consumers.
potential
customers to buy 29 30
these products.

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Service Marketing Mix

Goods Marketing Mix

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v People are all human actors who play a part in service delivery and thus influence
the buyers’ perceptions (firm’s personnel, other customers, etc.)

v Process are the actual procedures, mechanisms, and flow of activities by which
the service is delivered (hotel check-in, restaurant order-taking, etc.)

v Physical evidence: The environment in which the service is delivered, and where
the firm and customer interact, and any tangible components that facilitate
performance or communication of the service (buildings, equipment, website, etc.)
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