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 MEMBERS

o Tôn Nữ Mỹ Duyên
o Nguyễn Lê Trúc Linh
o Nguyễn Ngọc Anh
o Nguyễn Viết Nhật
o Hoàng Nghĩa Tuấn Tú
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 INTRODUC
TION
CRITICISM

TRUE
PRACTICE
MARKETING
AND ITS
LESSONS
LEARNED DISCONTENT
EXAMPLE

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By Steven H. Star

From the
November-
December 1989
Issue - HBR

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 Define the name of the article

Marketing Discontents
Refers to activities a company Showing or experiencing
undertakes to promote the dissatisfaction or restless
buying or selling of a product or longing.
service.

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The suspicion to marketing

Trying to get people to want

what they don’t need

Overpromising
about the product

Make people want and

expect the unattainable
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Key question: What is the article
trying to answer?
 What is criticism of Marketing ?
 How does it practice?

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CRITICISM
OF MARKETING

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 CRITICISM OF MARKETING

› Marketing “excesses”
• Misleading packaging
• Objectionable advertising
• Questionable selling practices

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 CRITICISM OF MARKETING

› Marketing “expertness”
• Approach consumers
• Figure out what to do
with product

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 TRUE
PRACTISE
OF
MARKETIN
G
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IDENTIFICATION OF MARKET OPPORTUNITY

TRUE
TARGET IDENTIFICATION
PRACTISE
OF
MARKETIN
PROGRAM DEVELOPMENT G

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 TRUE PRACTISE OF MARKETING
1. Identification of market opportunity

Dicovering Determine – market

an apparent would be feasible and
consumer need profitable or not

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 TRUE PRACTISE OF MARKETING
2. Target identification

WHAT

used to sort
potential clients for
sales and marketing
campaigns,
advertising and
promotions

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 TRUE PRACTISE OF MARKETING
2. Target identification

HOW

 Defining sources
 Researching the volume of
products and services sold
and used over a broad
demographic area.
 Studying sources of raw
materials.
 Identifying major competitors
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 TRUE PRACTISE OF MARKETING
3. Program development

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LESSONS
LEARNE
D

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CONSEQUENCES
OF THE DISCONTENT IN MARKETING
DISCONTENT
› Fewer sales

› Low brand loyalty

› Bad reputation

› Profit reduction

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5 THINGS
YOU SHOULD DO
To avoid discontent in marketing

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1. Boosting your credibility
ADVERTISE

REALITY

5 THINGS YOU SHOULD 20

2. Doing market research and learning about
customer behavior

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3. Making a great content

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4. Focusing on your customers

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5. Apologize with sincerity

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EXAMPLES OF
MISLEADING
COMMERCIAL
S

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 Red Bull said
it could Place your screenshot here

"give you wings”

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New Balance
said its shoe
could help Place your screenshot here

wearers burn
calories

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The incident of
“TEA + Plus Place your screenshot here

Oolong Tea”

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