MKT 20/12/2023

Questions
Format đề thi:
Câu 1:
1. Yếu tố của khái niệm
- outline
- Present
- 6 yếu tố là đủ
- Nếu ra công cụ thuộc promotion: advertising, ….
- chỉ cần đưa ra phương pháp, eg. promotion sale, public relation... ko cần thich dài
Major promotion tools: advertising, public relations, personal selling, and direct and
digital marketing
2. Câu analyse, introduce
- phân tích, give examples
- Nhánh của câu hỏi chính
- example: gthieu về doanh nghiệp hoặc sp (0.25) macro, micro, policy, (UNIQLO who
sell…)

Câu 2:C2: analyze or introduce:

- explain or define
Hoặc
- Analyses:
+) Outline (nhớ đúng keyword)
+) Phân tích outline (có trong slide)
- give examplé
+) giới thiệu doanh nghiệp/ spham đưa ra ở trong câu trl (ko làm mất 0,25đ)
+) đưa ví dụ lquan đến câu hỏi
(note: ít nhất viết đc competitor đc 0,25đ)

Câu 3: case study: phát triển sp mới, micro macro env, các P (từng P 1)
2 phần
- phân tích tình huống thực tế, nằm trong phần lý thuyết nào (1đ)
- Bê thực tế vào lý thuyết (1đ)
Mkt mix, phát triển thị trường, làm cách nào gth, đưa sp ra thị trường -> 4P
(Đa phần bám vào 4P)
Thực tế lquan đến hàng vi mua của khách hàng: hành vi gì, mức độ giá tiền, đặc thù
của sp, diễn tả customer insight,…
 Intro to Marketing
Marketing definition:
- Marketing is engaging customers and managing profitable customer
relationships.
- It helps companies to create value for customers and build strong customer
relationships to capture value in return.
- The twofold goal of marketing:
+ Attract new customers by promising superior value
+ Keep and grow current customers by delivering value and satisfaction
Marketing approach:
- Traditional forms: Ads on TV; Magazines; Stuff in the mailbox; etc.
- New approaches: everything from imaginative websites and smartphone apps
to blogs, online videos, and social media. => reaches customer directly,
personally, and interactively; become a part of customer’s life and enriches
their experiences
Marketing process:
- This can be broken into the following steps:
+ Step 1: Understand the marketing place and customer needs and wants
+ Step 2: Design a customer value-driven marketing strategy
+ Step 3: Construct an integrated marketing program that delivers
superior value
+ Step 4: Engage customers, build profitable relationships, and create
customer satisfaction
+ Step 5: Capture value from customers to create profits and customer
equity
Marketing key concepts:
- Needs: physical needs, social needs, individual needs
- Wants: shaped by culture and individual personality
- Demands: backed by buying power
- Market offering: the combination of products, services, and info that satisfies a
need or want
- Marketing myopia: mistakenly paying more attention to the products than the
benefits they bring
- Customer-perceived value: customer’s evaluation of the benefits and costs
- Customer satisfaction: the product/ service performance matches the buyer’s
expectation
- Market: the set of actual and potential buyers of a product or service
- Competition: including all actual and potential rival offerings that a buyer might
consider
- Marketing environment:
+ The task environment (micro): engaged in producing, distributing, and
promoting the offer.
 + The broad environment (macro): consists of 6 components:
demographic environment; economic environment; social-cultural
environment; natural environment; technological environment; and
political environment.
Marketing new trends:
- Production concept: consumers will like products that are available and highly
affordable => improve production and distribution efficiency
- Product concept: consumers will like the products that offer the most quality,
performance, and features => making product improvements
- Selling concept: consumers will not buy enough of the firm’s products if it
doesn't have a large-scale selling and promotion
- Marketing concept: achieving firm goals depends on knowing the needs and
wants of the market and can satisfy better than competitors
- Societal marketing concept: A firm’s marketing decision should consider
consumers’ wants
- Holistic marketing concept: recognizes the scope and complexities of marketing
activities
Four Ps:

Marketing mix Modern marketing management

Product People
Place Processes
Promotion Programs
Price Performance

Product: Involves decisions about the product's design, features, branding, and
packaging, aiming to fulfill customer needs and preferences.
Price: Deals with setting appropriate pricing strategies, including discounts, financing,
and payment terms, balancing profitability with customer value.
Place: Focuses on distribution channels and logistics, ensuring products are available
where and when customers want them.
Promotion: Involves advertising, sales promotion, public relations, and direct
marketing to communicate with and persuade potential customers.
People: Focuses on both the internal team (employees, management) and external
stakeholders (customers, partners). It emphasizes the importance of human resources
in delivering value.
Processes: Refers to the systems and procedures that deliver a product or service.
Efficient and customer-friendly processes enhance customer experience and
satisfaction.
Programs: Encompasses all the activities and campaigns that a business implements.
This includes traditional marketing mix elements but also broader strategic initiatives.
Performance: Involves measuring the effectiveness of marketing activities. It includes
financial metrics (like sales, and profits) and non-financial metrics (like customer
satisfaction, and brand loyalty).
 Chapter 1: Marketing Environment

Microenvironment:
- Consists of the actors close to the company that affects its ability to serve its
customers
- Suppliers:
+ Provide the resources to produce goods and services
+ Treated as partners to provide customer value
- Marketing intermediaries:
+ Help the company promote, sell, and distribute its product to final buyers
+ Types: Resellers, Marketing services agencies; etc.
- Competitors:
+ Firms must gain strategic advantage by positioning their offerings against
competitors’ offerings
- Publics:
+ Any group that has an actual or potential interest in or impact on an
organization’s ability to achieve its objectives
+ Types: Financial publics; Media publics; Government publics; etc.
Macroenvironment:
- Demographic environment:
+ Changing age structure of the population
+ Generational marketing is important in segmenting people by the lifestyle of
life state instead of age
+ E.g. more people are: divorcing; choosing not to marry; marry later; marry
without having children; etc.
- Economic environment:
 + Consist of factors that affect consumer purchasing power and spending
patterns:
● Industrial economies are richer markets
● Subsistence economies consume most of their own agriculture and
industrial output
● Changes in income
● Value marketing involves ways to offer financially cautioned buyers
greater value - the right combination of quality and service at a fair
price
● As income rises:
_ The percentage spent on food declines
_ The percentage spent on housing remains constant
_ The percentage spent on savings increases
- Natural environment:
+ Involves the natural resources that are needed as inputs by marketers or that
are affected by marketing activities
+ Trends: Shortages of raw materials; Increased pollution; etc.
- Technological environments:
+ Most dramatic force in changing the marketplace
+ Creates new products and opportunities
+ Safety of new products is always a concern
- Political environment:
+ Consists of laws, government agencies, and pressure groups that
influence or limit various organizations and individuals in a given society
+ Legislation regulating business:
● Increased legislation
● Changing government agency enforcement
+ Increased emphasis on ethics:
● Socially responsible behavior
● Cause-related marketing
- Cultural environment:
+ Consists of institutions and other forces that affect a society’s basic
values, perceptions, and behaviors
- Persistence of cultural values:
+ Core beliefs and values are persistent and are passed on from parents
to children and are reinforced by schools, churches, businesses, and
government
+ Secondary beliefs and values are more open to change and include
people’s views of themselves, organizations, and society.
- Responding to the environment:

Uncontrollable Proactive Reactive

React and adapt to forces Aggressive actions to Watching and reacting to
in the environment affect forces in the forces in the environment
environment
 Chapter 2: Market and Customer Behavior
Market Definition
- The set of all actual and potential product or service buyers. These buyers share
a particular need or want that can be satisfied through exchange relationships.
Key Customer Markets:
- Consumer Markets: Companies selling mass consumer goods and services such
as juices, cosmetics, athletic shoes, and air travel. They focus on developing a
superior product or service, ensuring availability, engaging communications,
and reliable performance.
- Business Markets: Companies selling business goods and services often face
well-informed professional buyers. The sales force, price, and seller's
reputation may play a greater role than advertising and websites.
- Global Markets: Global companies must navigate cultural, language, legal, and
political differences. They decide which countries to enter, how to enter, adapt
products and services, set prices, and communicate across cultures.
- Nonprofit and Governmental Markets: Companies selling to nonprofit
organizations and government agencies with limited purchasing power must
price carefully, often requiring bids.
Customer Behavior in B2B Market and Behavior:
- B2B Market and Behavior: Includes business buyer behavior, market structure
and demand, types of decisions, participants in the business buying process,
major influences on business buyers, the buying process, and e-procurement.
- Business Buyer Behavior: Refers to the buying behavior of organizations for
production, retailing, and wholesaling.
- Market Structure and Demand: Fewer but larger buyers, geographic
concentration, derived demand, inelastic and fluctuating demand, buyer and
seller dependency, more decision participants, and professional purchasing.
- Types of Decisions:
+ Supplier development
+ Major buying situations (straight rebuy, modified rebuy, new task).
- Participants in the Buying Process:
+ Including Users, influencers, buyers, deciders, and gatekeepers.
+ Business buyers respond to both economic factors (price, service) and
personal factors (emotion)
- The Buying Process:
+ Problem recognition
+ General need description
+ Product specification
+ Supplier search
+ Proposal solicitation
+ Supplier selection
+ Oder-routine specification
 + Performance review
- E-procurement:
+ Type of buying: Online purchasing, company-buying sites, extranets
+ Speciality:
● Advantages: Access to new suppliers; Lowers costs; Speeds order
processing and delivery; Share information; Sales; Service and support
● Disadvantages: Can erode relationships as buyers search for new
suppliers; Security
- Institutional and Government Markets:
+ Institutional markets: Consist of hospitals and prisons that provide goods and
services to low-budget, captive audiences.
+ Government markets: favor domestic suppliers and require suppliers to
submit bids and normally award to the lowest bidder
B2C Market and Behavior:
- B2C Market and Behavior: Covers the model of consumer behavior,
characteristics affecting consumer behavior, types of buying decision behavior,
the buyer decision process, and the buyer decision process for new products.
- Model of Consumer Behavior:
+ Consumer market refers to all of the personal consumption of the final
consumer
+ Consumer buyer behavior refers to the buying behavior of final consumers for
personal consumption.
- Characteristics Affecting Consumer Behavior:
+ Cultural factors (culture, subculture, social class)
+ Social factors (reference groups, family, roles, and status)
+ Personal factors (age and life-cycle stage, occupation, economic situation,
lifestyle, personality)
+ Psychological factors (motivation, perception, learning, beliefs, attitudes).
- Types of Buying Decision Behavior: Complex, dissonance-reducing, habitual,
variety-seeking.
- The Buyer Decision Process: Need recognition, information search, evaluation
of alternatives, purchase decision, and postpurchase behavior.
- The Buyer Decision Process for New Products: Awareness, interest, evaluation,
trial, and adoption.
 Chapter 3: Strategic Analysis
Strategic Analysis:
External Analysis: This involves assessing the changes in the industry and the broader
world that could affect business operations. It includes understanding environmental
factors, collecting relevant information, identifying opportunities, recognizing threats,
and acting.
- Benefits of External Analysis: Encourages growth, anticipates change, and
creates competitive opportunities.
- Types of External Analysis:
+ Factors:
● Political (Law, Policies, Taxes, Tariff, Trade barriers, etc.)
● Economic (Inflation rates, Exchange rates, Interest rates, etc.)
● Social (Age and population, Educational levels, Demographics, etc.)
● Technological (Innovative technological platforms, R&D investments,
etc.)
● Legal (Health and safety regulations, Product regulations, etc.)
● Environmental (Climate change, Waste disposal law, etc.)
Internal Analysis:
- Explores the organization's competency, cost position, and competitive viability
in the marketplace
- Conducting an internal analysis often incorporates measures that provide
useful information about the firm’s strengths and weaknesses
- Gap analysis: a process of comparing your current state to your desired future
state, then creating a series of actions that will bridge the identified gaps
Competitive Strategies:
- Competitive strategy is a long-term plan of action that a firm devices toward
achieving a competitive advantage over its competitors
- Competitive strategies include differentiation, cost leadership, differentiation
focus, and cost focus. Strategic planning involves developing a fit between the
organization’s goals and capabilities and marketing opportunities.
- Strategic Process: Strategic planning, defining corporate mission, establishing
strategic business units (SBUs), assigning resources, and assessing growth
opportunities.
SWOT analysis:
- Help organizations develop a full awareness of all the factors involved in
making a business decision
S.T.P. Marketing:
- Segmentation: Dividing a market into distinct groups of buyers with different
needs, characteristics, or behaviors:
+ Geographic segmentation (nations, states, countries, cities, etc.)
+ Demographic segmentation (age, gender, income, education, religion, etc.)
 + Psychographic segmentation (psychological/ personality traits, lifestyle,
values, etc.)
+ Behavioral segmentation (knowledge of, attitude toward, use of, etc. to a
product)
- Targeting: Evaluating each market segment's attractiveness and selecting one
or more segments to enter.
+ Effective segmentation criteria: measurable, substantial, accessible,
differentiable, actionable
- Positioning: Arranging for a product to occupy a clear, distinctive, and desirable
place relative to competing products in the minds of the target consumer to
maximize the potential benefit
+ Establishing a brand positioning:
● Communicating category membership
● Communicating POPs and PODs
● Monitoring competition
Marketing Mix:
- The marketing mix consists of product, price, place, and promotion—the
controllable tactical marketing tools a firm blends to produce the desired
response in the target market.
- Marketing implementation is the process that turns marketing plans into
marketing actions to achieve objectives
- Alternative Views of Marketing Mix: The four As - Acceptability, Affordability,
Accessibility, and Awareness.
+ Acceptability: Refers to how well the target consumers receive the
product. It involves ensuring the product meets customer needs and
preferences and creating demand through quality, design, features, and
branding.
+ Affordability: Deals with pricing strategies, making sure that the target
customers can afford the product. This includes not only the product's
price but also payment terms and financing options.
+ Accessibility: Focuses on how easily the customers can obtain the
product. It involves decisions about distribution channels, logistics, and
ensuring the product is available at the right places and times.
+ Awareness: Pertains to making potential customers aware of the
product and its benefits. This includes advertising, promotions, public
relations, and other forms of communication to inform and persuade
the target market.
 Chapter 4: Product Policy and Services Marketing
Product and services
- Product definition: Anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a want or need. (P. Kotler
and G. Armstrong, 2018).
+ Include more than just tangible objects (cars, clothing, phones)
- Product level/Classification: There are five levels, and each level adds more
customer value and cost
(1)Core benefit/ fundamental level
- The service or benefit the customer is buying.
- Marketers must see themselves as benefit providers
- Example: A hotel guest buys rest and sleep in a hotel room
(2)Basic product
- The core benefit is changed/improved into a basic product
- Marketers must turn the core benefit into a basic product
- Example: The hotel room must now include a bed, bathroom, towels,
desk, dresser, and closet
(3)Expected product
- The product satisfies a set of attributes and conditions customers
normally expect to receive when purchasing the product
- Example: Hotel guests minimally expect a clean bed, fresh towels,
working lamps, and a relative degree of quiet
(4)Augmented product
- The product exceeds customer expectations.
- In developed countries, brand positioning and competition take place at
this level
- In developing and emerging markets (India, Brazil, etc…), competition
takes place mostly at the ‘Expected product’ level
(5)Potential product
- Encompasses all the possible augmentations and transformations the
product or offering might undergo in the future.
- Companies search for new ways to satisfy customers and distinguish
their offerings at this level.
Consumer-goods classification
+ Convenience goods: Purchased frequently, immediately, and with minimal
effort.
● Examples: Soft drinks, soaps, newspapers,...
+ Shopping goods: Compared by the consumer based on product characteristics
such as suitability, quality, price, and style.
● Examples: Furniture, clothing, and major appliances
+ Specialty goods: Have unique characteristics or brand identification for which
enough consumers are willing to make a special purchasing effort.
 ● Examples: Cars, audio-video components, and men’s suits
+ Unsought goods: Unknown to the consumer or normally not thought of in
terms of purchasing.
● Examples: Smoke detectors, life insurance, cemetery plots, and
gravestones
- Product differentiation (Differentiate between products based on:)
+ Form: Size, shape, physical structure of a product
+ Features: The product functions which create customer value
+ Performance quality: 4 levels - Low, average, high, superior
+ Durability: A measure of the product’s expected operating life under natural or
stressful conditions
+ Reliability: The measure of the probability that a product will not malfunction
or fail within a specified period.
+ Repairability: Measures the ease of fixing a product when it malfunctions or
fails
+ Style: Describes the product’s look and feel to the buyer and creates
distinctiveness that is hard to copy
+ Customizations: Delivering exactly what the customers want/don’t want
- Service concept/definition: A form of product that consists of activities, benefits, or
satisfactions offered for sale that are essentially intangible and do not result in the
ownership of anything. (P. Kotler and G. Armstrong, 2018)
+ Service creation may or may not be associated with a tangible product
- Service classification:
+ Pure tangible goods (soap, salt, …)
+ Tangible goods accompanied by services (computers, cars, …)
+ Goods and services (meals in restaurants, …)
+ Large services with small goods and services attached (air transportation
services, …)
+ Pure services (babysitting, legal consulting, …)
- Characteristics of service
- Product/service life cycle concept:
+ Challenge: A company must be good at adapting its marketing strategies in the
face of changing tastes, technologies, and competition as products/services
pass through stages
+ Definition: The course of a product’s/service’s sales and profits over its lifetime
+ Product/service life cycle stages:
● Introduction stage:
● A new service or a new form of current service offered the first
time is in this stage
● The service can start on a small scale (helps reduce financial risk)
and be expanded if acceptance grows
● New services face few or no direct competitors
● The stage is normally short
● Strategy to ensure new service accepted by consumers is to have
users of current service participate in new service design
● Growth stage:
● Industry growing rapidly/expanding
● Firms seeing positive cash flow
● Demand is high
=> Firms can normally increase service’s prices -> higher margins
and greater profits
=> More companies enter the market
=> Distinct market segments emerge
=> Service providers need to develop a sustainable competitive
advantage
● Maturity stage:
● Sales level off
● Competition become intense => Needs intense competitive
advantage => results in overall industry profits
● Weaker companies will be shaken out of the industry
● Consumers see very few distinguishable characteristics among
the various companies in a service industry
● Requires strong marketing program
 ● Decline stage:
● Sales decline because of new technology development
● Decrease in demand -> many companies delete the service -.
reducing competition
● Cash flow and profit decline
● Companies with services in this stage have 5 options: Divest,
harvest, prune, re-entrench, or rejuvenate
- Service life cycle management
● Service design: Reliable blueprint, suitable structure, and ergonomic
● Develop a service plan: Reliability, additional costs, human resources
● Service implementation: Service structure administration, service
information
● Management of service quality and performance: Organize service and
customer care department
- Improve service quality:
● Service differentiation: Choosing primary or secondary services,
creating with services
● Service quality management: Pay attention to important behaviors that
cause customers to change services: price, inconvenience, suitability of
core services, employee communication, customer care, edge paintings,
ethical issues, …
● Managing customer expectations: Paying attention to factors:
Reliability, responsiveness, assurance, empathy, tangible means
● Managing support service: Identifying and satisfying customer needs,
after-sales service strategy

Brand
- Brand concept: A brand is a name, term, sign, symbol, or design or a
combination of these that identifies the maker or seller of aproduct or service.
(P. Kotler and G. Armstrong, 2018)
- Consumers view a brand as an important part of a product, and branding can
add value to a consumer’s purchase. Customers attach meanings to brands and
develop brand relationships
- Brand is considered as the assessments, feelings, or thoughts of customers
when thinking about what the brand stands for (can be people, products,
industries, or the business itself), and can be expressed through factors such as:
Brand name, symbol, icon, logo, slogan, … (Nguyen Hoang Giang, 2018)
- Brand identity elements:
● The core identifiers: Brand name, logo, symbol, icon
● Office identifiers: Personal business cards, company business cards,
letterheads, staff uniforms, …
● Direct marketing and advertising publications: Corporate portfolio
(profile), catalogue, brochure, …
 ● Product identification factors: Product packaging, labels, signs on the
packaging, …
● Identification factors at the point of sale: Store signs, standee,
billboards/banners, posters, models/mockups, POSM (Point Of Sales
Material), …
● Digital media elements: Company’s website, facebook fanpage, banner,
email, ..
● Environmental identification factors: Company/branch signs,
departments, design on vehicles, …
● The indoor brand identification factors: Backdrop/curtains for the
reception, office furniture, …
- Brand identity building process:
● Analysis of company and market
● Determination of business goals
● Identification of ideal customers
● Establishing of personality and message
- Brand strategy decisions

New product development

- The challenge of new product development: All product eventually decline => a
company must be good at developing new products to replace aging ones
- New product development: The development of original products, product
improvements, product modifications, and new brands through the firm’s own
product development efforts
- The importance of new product:
● Bring new solutions and variety to customers’ lives
● Key source of growth for companies
- New product development method:
● Acquisition: refers to the buying of a whole company, a patent, or a
lisense to produce someone else’s product
● New product development: refers to original products, products
improvements, product modifications, and new brands developed from
the firms’s own research and development
 Chapter 5: Price Policy
● Price Concept
- What is price: Price is the amount of money charged for a product or
service. It's the sum of all the values that consumers give up in order to
gain the benefit of having or using a product or service
+) Price is the only element in the marketing mix that produces revenue;
all other elements represent costs
- Pricing in a digital world:
+ Buyers can: Get instant price comparisons from thousand of
vendors; Check prices at the point of purchase; Name their price
and have it met; get product free
+ Sellers can: Monitor customer behavior and tailor offers to
individuals; Give certain customers access to special prices
+ Both buyer & seller can: Negotiate price, echanges…

- Steps in setting a pricing policy:

+ selecting the pricing objective
+ Determining demand
+ Estimating cots
+ Analyzing competitors’ costs, prices and offers
+ Selecting a pricing method (makeup pricing target-return pricing,
perceived - value pricing, value pricing, going-rate pricing,
auction-type pricing)
+ Selecting the final price

- Adapting the price

+ Geographical pricing (cash, countertrade, barter)
+ Price discounts and allowances (discount, quantity discount,
functional discount, seasonal discount, allowance)
+ Promotional pricing (loss-leader pricing, special event pricing,
special customer pricing, cash rebates, low-interest financing,
longer payment terms, warranties and service contracts,
psychological discounting)
+ Differentiated pricing (customer-segment pricing, product-form
pricing image pricing, channel pricing, location pricing, time
pricing)

● Factors affect price decisions

- Internal factors:
+ Overall marketing strategy, objectives and mix:
 -> Before setting price, the company must decide on its overall
marketing strategy for the product or service
-> Pricing may play an important role in helping to accomplish
company objective s at many levels
-> Price decisions must be coordinated with product design,
distribution, and promotion decisions to form a consistent and
effective integrated marketing mix program
-> companies often position their products on price and then
tailor other marketing mix decisions to the process they want to
charge
-> Target costing starts with an ideal selling price based on
consumer value considerations and then targets costs that will
ensure that the price is met

-> Types of cost:

+ Fixed costs: are the costs that do not vary with
production or sales level: rent heat, interest, executive
salaries
+ Variable costs are the costs that vary with the level of
productionL: packaging, raw materials
+ Total costs are the sum of the fixed and variable costs for
any given level of production
+ Average cost is the cost associated with a given level of
output
+ Organizational considerations
-> Who should set the price
-> Who can influence the price

- External factors:
+ The market and demand
> Pricing in different types of markets
> Analyzing the price - demand relationship
> Price elasticity of demand
+ The economy
+ Other external factors: resellers, governments, social concerns…

● Major pricing strategies

- New product pricing strategies
+ Market-skimming pricing (Thị trường trượt giá): setting a high
price for a new product to skim maximum revenues layer by
layer from the segment s makes fewer but more profitable sales
(Ensure product quality justifies the price, align buyer desire
 with pricing, prevent production costs from outweighing price
advantage in small volumes, and create barriers for competitors
entering the market.)
+ Market-penetration pricing (Giá thâm nhập thị trường): setting a
low price for a new product in order to attract a large number of
buyers and a large market share

- Product mix pricing strategies

+ Product line pricing: setting prices across an entire product line
+ Optional-product pricing: Pricing optional or accessory products
sold with the main product
+ Captive-product pricing: Producing products that must be used
with the main product
+ By-product pricing: Pricing low-value-products to get rid of or
make money on them
+ Product bundle pricing: Pricing bundle of products sold together

- Price adjustment strategies

+ Discount and allowance pricing
> Discount: a straight reduction in price on purchases during a
stated period of time or of larger quantities
> Allowance: promotional money paid by manufacturers to
retailers in return for an agreement to feature the
manufacturer’s products in some way
+ Segmented pricing: Selling a product or service at 2 or more
price, where the difference in prices is not based on differences
in costs
+ Psychological pricing: Pricing that considers the psychology of
price and not simply the economics, the price is used to say
something about the product
+ Promotional pricing: Temporarily pricing products below the list
price, and sometimes even below cost, to increase short-run sale
+ Geographical pricing: setting price for customers located in
different parts of the country or world
> FOB-origin pricing: pricing in which goods are placed free on
board a carrier; the customer pays the freight from the factory
to the destination
> Uniform-delivered pricing: Pricing in which the company
charges the same price plus freight to all customers, regardless
of their location
> Zone pricing: Pricing in which the company sets up two more
zones. All customers within a zone pay the same total price; the
more distant the zone the higher the price
 > Basing-point pricing: Pricing in which the seller designates
some city as a basing point and charges all customers the freight
> Freight-absorption pricing: Pricing in which the seller absorbs
all or part of the freight charges in order to get the desired
business

+ Dynamic pricing: Adjusting prices continually to meet the

characteristics and needs of individual customers and situations
+ International pricing: Companies that market their product
internationally must decide what prices to charge in different
countries. They can set a uniform worldwide price or adjust their
prices to reflect local market conditions and cost considerations

- Price changes
+ Initiating price changes
> Initiating price cuts
> Initiating price increases
> Buyer reactions to price changes
> Competitor reactions to price changes
+ Responding to price changes
(Phần competitor)

- Public policy and pricing

+ Pricing within channel levels
+ Pricing across channel levels
 Chapter 6: Distribution Policy
Distribution systems
- Determine the goals: Distribution policy is pivotal for business success, aiming
to maximize market reach, ensure customer convenience, and optimize
operational efficiency. The overarching goal is to establish a strong distribution
network that strategically positions products for easy consumer access,
enhancing brand visibility and accessibility.
- Identify marketing resources: In a distribution policy, marketing resources are
vital for effective product promotion and success. These include strategic
elements, with a key resource being the development of a strong brand image
and messaging strategy. Clear branding ensures products stand out, influencing
consumer perceptions.
- Basic decisions of distribution policy
Channel Design decisions:
+) Analyzing consumer needs and wants
+) Setting channel objectives and constraints
+) Identifying major channel alternatives
+) Evaluating major channel alternatives
- Channel management decisions:
+) Selecting channel members
+) managing channel members
+) Training and motivating channel members
+) Evaluating channel members
+) Modifying channel design and arrangements
+) Channel modification decisions
+) Global channel considerations
Marketing logistics and supply chain management
 - Marketing logistics: involves planning, implementing, and controlling the
physical flow of goods, services, and related information from point of origin to
points of consumption to meet consumer requirements at a profit
- Supply chain management: the process of managing upstream and
downstream value-added flows of materials, final goods, and related
information among suppliers companies, resellers, and final consumers

- Roles of logistics: Reduce storage; Optimize shipping costs; Ensure reliability

and accuracy in transportation; Minimize damage to product; Respond quickly
to customer needs
- Goals: Provide a targeted level of customer service at least cost
- Major logistic functions: Warehousing; Inventory management; Transportation;
Logistic information management
- Integrated logistics management: Cross-functional teamwork inside the
company; Building logistics partnerships; Third-party logistics
- Integrated logistics management include these management: CUstomer
service; In4mation system; Storage; Material; Transport; Warehouse; Cost
Retailing and wholesaling
- Retailing: includes all the activities in selling products or services directly to
final consumers for their personal, non-business use
- Retailers: Amount of service (Self-service, limited, fill service); Product line
(Specialty, department, convenience store); Relative prices (Discount stores,
off-price store); Organizational approach (Corporate chains, voluntary chains,
franchise, merchandise)
- Retailer marketing decisions: Segmentation, targeting, differentiation,
positioning; Product assortment and service; Prices; Promotion
- Wholesaling: includes all activities involved in selling goods and services to
those buying for resale or business use
+ Selling & promoting
+ Buying assortment building
+ bulk breaking
 + warehousing
+ transporting
+ financing
+ risk bearing
+ market information
+ management services and advice

Chapter 7: Communication policy

Integrated marketing communications
- The promotion mix: is the specific blend of advertising, sales promotion, public
relations, personal selling, and direct-marketing tools that the company uses to
communicate customer value and build customer relationships persuasively
- Major promotion tools: advertising, public relations, personal selling, and
direct and digital marketing
+ Advertising: any paid or nonpersonal presentation and promotion of
ideas, goods, or services by an identified sponsor (Broadcast Print;
Internet; Outdoor)
+ Sale promotion: the short-term incentive to encourage the purchase or
sale of a product or service (Discount; Coupons; Display;
Demonstration)
+ Public relation (PR): building good relations with the company's various
publics by obtaining favorable publicity, building up a good corporate
image, and handing or heading off unfavorable rumors, stories, and
events (Press releases; Sponsorships; Special events; Web pages)
+ Personal selling: present by the firm’s sales force to engage customers,
make sales, and build customer relationships (Sales presentations;
Trade shows; Incentive programs)
+ Direct and digital marketing: Engaging directly with carefully targeted
individual consumers and customer communities to both obtain an
immediate response and build lasting customer relationships (Catalog;
Telemarketing; Kiosks; Online marketing; Social media marketing;
Mobile marketing)
- Integrated marketing communications: is the integration by the company of its
communication channels to deliver a clear, consistent, and compelling message
about the organization and its brands
- New Integrated marketing communications: Consumers are better informed;
More communication; Less mass marketing; Changing communication
technology
Communications process
- Identifying the target audience: What, How, When, Where, Who - it will be said
 - Determining the communication objectives: Marketers seek a purchase
response that results from a consumer decision-making process that includes
the stage of buyer readiness
- Designing a message: AIDA model -> get Attention; hold Interest; arouse Desire;
obtain Action
+ Message content: is an appeal or theme that will produce the desired
response -> by 3 appeals: Rational, Emotional, Moral
- Choosing communication channel and media:
+ Personal communication channels: Face to Face, phone, mail, e-mail,
internet chat
+ Nonpersonal communication channel: Major media (print, broadcast,
display); Atmospheres (Designed environments create the buyer leaning
toward buying product); Event (Press conferences, grand openings,
exhibits, public tours)
- Selecting the message source: The message’s impact on the target audience is
affected by how the audience views the communicator
+ Celebrities (Athletes, Entertainers)
+ Professionals (Health care provider)
- Collecting feedback: Involves the communicator in understanding the effect on
the target audience by measuring behavior resulting from the behavior.
Setting the total promotion budget and mix
- Setting the total promotion budget
+ Affordable budget method: set the budget at an affordable level
+ %-%-of-sales method: sets the budget at a certain % of current or
forecasted sales or unit sale price
+ Competitive-parity method: sets the budget to match competitor
outlays
+ Objective-and-task method: sets the budget based on what the firm
wants to accomplish with promotion and includes -> defining promotion
objective, task to achieve the objectives, and estimating costs
- Shaping the overall promotion mix
+ The nature of each promotion tool: Advertising; Sales promotion;
Personal selling; Public relations; Direct and digital marketing
+ Promotion mix strategies: Push strategy (involves using the sales force
and trade promotions to push the product through channels); Pull
strategy (A pull promotion strategy involves heavy spending on
consumer advertising and promotion to induce final consumers to buy
the product, creating a demand vacuum that "pulls" the product
through the channel)
- Push and Pull promotion strategy:
+ Push strategy:
 (Producer (Resellers
marketing Retailers
Produc strategy)
marketing Consumers
and activities)
+ Pull strategy:

Deman Demand
Producers Retailers and Consume
wholesalers rs

Producer marketing activities (advertising, sales promo,

digital media, etc)