Professional Documents
Culture Documents
MARKETING
Marketing is selling
and advertising?
COURSE OUTLINE
1
• Overview of Marketing
2
• The marketing environment
3
• Methods of market research
4
• Consumer market and buying behavior of consumers
5
• Market and buying behavior of organizations
6
• Market segmentation, target and position market
7
• Product Policies
8
• Pricing policies
9
• Distribution policies
10
• Policies to promote and support business
COURSE RESOURCES
• Text book:
Principles of Marketing (Philip Kotler)
• Analysis of case studies in lectures
• Lecture slides
• Individual/Group presentations
GRADING
Marketing
1985 2013
1960
DEFINITIONS OF MARKETING
2013
http://www.youtube.com/watch?v=RKL6KFlJdaM&list=PLA62747E5A6151D34a
PHILIP KOTLER’S DEFINITIONS OF MARKETING
Agency
Supplier
BTL
Agency
ATL
Analysis Media
Agency
Market
Research
CAREER PATHS IN MARKETING
Chief
Brand Assistat brand
Marketing Pr manager
manager manager
officer
Creative Account
Coppy writter Art director
director manager
Account Marketing
MR Analyst Ad manager
executive executive
…….
MARKETING DEVELOPMENT
MARKETING DEVELOPMENT
Marketing
4.0
Marketing 3.0 • Digital/society
• value
Marketing 2.0
• Customer’s need
Marketing
1.0
• product
DISCUSSION
NEEDS
TRANSACTIONS WANTS
MARKETING
EXCHANGE DEMANDS
PRODUCTS MARKETS
NEEDS
Needs
Performance
Expectation
SATISFACTION
Satisfied customers buy again and tell Dissatisfied customers often
others about their good experiences. switch to competitors and
disparage the products to others.
PRODUCTS
Information …
ACTIVITIES
MARKET
communication
Products/services
Industry (a Market (a
collection of collection of
sellers) money buyers
information
EXCHANGE
WOM (Words of
mouth)/Buzz Trade Marketing Green Marketing Digital Marketing ….
Marketing
EVOLUTION OF MARKETING
PHILOSOPHIES
1. Production
Concept
2. Product
Concept
5. Societal Marketing Key
Concept Marketing
Concepts
3. Selling
4. Marketing Concept
Concept
THE PRODUCTION CONCEPT
consumers
available Highly
affordable
product
Improving
Improving
distribution
production
efficiency
organization
1908 – 1927
THE PRODUCTION CONCEPT
consumers
Most Performance
quality +
product features
Product
improvement
organization
1864 - 1968
THE SELLING CONCEPT
The idea that consumers will not buy enough of
the organization’s products unless the
organization undertakes a large-scale selling
and promotion effort.
Most firm practise the selling concept when they
have overcapacity. Their aim is to sell what
they make rather than make what the market
wants.
THE SELLING CONCEPT
The idea that consumers will not buy enough of the organization’s
products unless the organization undertakes a large-scale selling
and promotion effort.
Most firm practise the selling concept when they have overcapacity.
Their aim is to sell what they make rather than make what the
market wants.
It focuses on creating sales transaction in the short term rather than
on building long term and profitable relationships with customers.
The selling concept is also practised in the non-profit area
THE MARKETING CONCEPT
customer
value
Company’s
profit
Selling concept Marketing concept
Outside-in
Perspective Inside-out perspective
perspective
SOCIETAL MARKETING CONCEPT
consumers
Societal
MKT
concept
organization society
DISCUSSION
2.1. Definition
Marketing
The microenvironment
The macroenviroment
2.2.1. THE COMPANY’S MICROENVIRONMENT
The forces close to the company that affect its ability to serve its
customers, include:
- The company
- Suppliers
- Marketing intermediaries
- Customer markets
- Competitors
- Publics
2.2.1. THE COMPANY’S MICROENVIRONMENT
THE COMPANY
- Financial capacity
- Technology, R&D
- Personnel
- Company’s culture
In 2017, Sabeco spent VND 1.221 billion for
marketing.
SUPPLIERS
• the individuals and organisations that buy goods and services to resell at a profit.
Resellers
• warehouse, transportation and other firms that help a company to stock and move
Physical goods from their points of origin to their destination
distributio
n firms
• Banks, credit companies, insurance companies and other businesses that help
Financial finance transactions or insure agianst the risks associated with the buying and
intermedia selling of goods.
ries
CUSTOMERS
Consumer
markets
International Business
markets market
marketing
Government Reseller
markets markets
Institutional
markets
DISCUSSION
Buyer Customer
Consumer Client
COMPETITORS
Citizen
action
Governmen publics Local
t publics publics
Media General
publics publics
Financial Internal
publics marketing publics
2.2.2. THE COMPANY’S MACROENVIRONMENT
DEMOGRAPHIC ENVIRONMENT
Growing
Ethnic Age
Diversity Structures
Education Key
Demographic
Trends
Changing
Family
Geographic Structure
Shifts
ECONOMIC ENVIRONMENT
Government
intervention in
Shortages of
natural
raw materials
resource
Issues in management
Natural
environment
Increased Focus on Minor
Regulation Improvements
Issues in the
Technological
Environment
High R&D Fast Pace of
Budgets Change
THE TECHNOLOGICAL ENVIRONMENT
DISCUSSION
Time-assumptions Language-
about time vary precision versus Religion-beliefs
across cultures ambiguity
Consumption Business/social
Importance of
patterns-material customs–bribery,
the context-verbal
possessions / etiquette, status,
/ non-verbal cues
dress, mealtimes jokes, music.
Relationship with
authority Nationalism
(Hofstede, 1980)
TOOLS FOR ENVIRONMENT ANALYSIS
- PEST/PESTEL
- SWOT -> TOWS
- 5 FORCES
- ….
103
104
PESTEL
105
SWOT
Strengths Weaknesses
(Điểm mạnh) (điểm yếu)
Opportunities Threats
(cơ hội) (Thách thức)
F
O
S
E G
L
P IN Y
C I T
IN KE I T H
U
R R
P A HI H
A
MO T
H
Some large companies have their own research department, some hire
outside research specialists, some purchase data collected by outside
firms…
MARKETING RESEARCH DEFINITION
It can
- Gives MKT insights into customer motivations,
purchase behavior, and satisfaction
- Help them to assess market potential and market
share or measure the effectiveness of pricing,
product, distribution, and promotion activities
- Provide relevant, up-to-date information on market
- Indicate trends
- Take the guess work out of decision-making
MARKETING RESEARCH DEFINITION
It can not
- Provide a miracle cure
- Make your decisions for you
RESEARCH PARADIGMS
Quantitative Qualitative
The researcher plays a separate The researcher plays an inseparable role to the
role from that of the subject subject
Step 2: Step 3:
Step 1: Implementing Step 4:
Defining the Developing the research
problem and the research plan- Interpreting
research plan for collecting and and reporting
objectives collecting analyzing the the findings
information data
STEP 1: DEFINING THE PROBLEM AND RESEARCH OBJECTIVES
Research objectives
STEP 1: DEFINING THE PROBLEM AND RESEARCH OBJECTIVES
RESEARCH OBJECTIVES
SECONDARY PRIMARY
DATA DATA
STEP 2: DEVELOPING THE RESEARCH PLAN FOR COLLECTING INFORMATION
SECONDARY DATA
SECONDARY DATA
Advantages Disadvantages
Cost Current
Speed Relevant
Accuracy
Impartial
STEP 2: DEVELOPING THE RESEARCH PLAN FOR
COLLECTING INFORMATION
PRIMARY DATA
Observation
Research
Survey
approaches
Experiment
STEP 2: DEVELOPING THE RESEARCH PLAN FOR COLLECTING INFORMATION
PRIMARY DATA
Feelings, attitudes,
motives, private behavior
can’t be observed; short-
term; difficult to interpret
SURVEY RESEARCH
A D VA N T A G E S
Lower cost
More respondent control
A D VA N T A G E S Less interviewer bias
High response rates Ability to gather data on many respondents in
Rapport established between researcher and a small time frame
interviewee Ability to ask socially sensitive questions
D I S A D VA N T A G E S D I S A D VA N T A G E S
Time consuming Very time consuming
Expensive to administer Lower response rates than person administered
May lead to biased responses surveys
EXPERIMENTAL RESEARCH
Personal interviewing
Individual interviewing
R
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Chapter 4: CONSUMPTION
MARKET AND BUYING
BEHAVIOR OF CONSUMERS
CONSUMER BEHAVIOUR
Looks at:
How people, groups and organisation select, buy, use
and dispose of goods, services, ideas or experiences to
satisfy their needs and wants….
CHARACTERISTICS INFLUENCING
CONSUMER BEHAVIOUR
Culture
Subculture
Social class
CULTURAL FACTORS
Household type
Roles and Status
Membership Groups
153
154
DISCUSSION
- WOM, eWOM
- KOL, Opinion leader
TYPES OF BUYING DECISIONS
High Low
Involvement Involvement
Behaviour Behaviour
Significant
differences Buying Seeking
between Complex Variety-
brands
Few
Behaviour Behaviour
differences Reducing Buying Buying
between Dissonance- Habitual
brands
THE BUYER DECISION PROCESS
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r
THE BUYER DECISION PROCESS (OTHER
MODELS)
THE BUYER DECISION PROCESS (OTHER
MODELS)
160
ADOPTION OF INNOVATIONS
Percentage of Adopters
Early
Adopters Laggards
34% 34%
13.5% 16%
2.5%
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P A HIR H
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H
g a n is at i o n s
eti n g t o O r
Mark
BUSINESS AND CONSUMER MARKETING
Common to both:
The marketing concept – market driven:
Customer comes first
Know customers and competitors
Integrated approach
BUSINESS MARKET VS CONSUMER MARKET
WHERE THEY DIFFER
Market structure •
•
Fewer buyers
Larger buyers
and demand • Geographic concentration of users
characteristics •Leasing
BUSINESS CUSTOMER CATEGORIES
Commercial enterprises
Governmental organisations
Institutions
COMMERCIAL ENTERPRISES
Manufacturers / Processors
Factories
Original equipment manufacturers (OEMs)
Other Marketing Providers
Dealers / distributors / resellers
Service Providers
Most businesses
Transport
etc
GOVERNMENT
Major equipment
Accessories
Fabricated & component parts
Process materials
Raw materials
Maintenance, repairs, operating
supplies
Business services
CLASSIFYING GOODS FOR B2B
Entering goods
Raw material / manufactured parts that become part of
finished product
Foundation goods
Goods used to produce end product such as plant &
machinery; facilities; office equipment.
Facilitating goods
Goods and services that support operations, includes
office supplies, maintenance /repairs; services.
BUSINESS BUYER BEHAVIOR
Major Types of Buying Situations
Straight rebuy is a routine purchase decision such as reorder without any
modification
Eg. Electricity, water, gas, office supplies, gum, cigarettes, bulk chemicals
Modified rebuy is a purchase decision that requires some research where
the buyer wants to modify the product specification, price, terms, or
suppliers
Eg. New cars, consulting services, electrical components, personal
computers
New task is a purchase decision that requires thorough research such as a
new product
Eg. Custom-built offices, complets buildings, bridges, installations
(machinery, computer systems), weapon system…
PARTICIPANTS IN THE BUSINESS BUYING
PROCESS
Buying center is all of the individuals and units that
participate in the business decision-making process.
Members:
Deciders - make the buying decision
Influencers - provide info, eg Quality control; R&D
Secondary Roles
Users - those who use the product
Gatekeepers - control the flow of info to other members
Buyers - authorised to select vendor, do transaction.
BUYING CENTRE
COMPOSITION AND NUMBER
Depends on roles:
Area of responsibility
Source of relevant information
THE MAIN INFLUENCES ON BUSINESS BUYERS
Online purchasing
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MO T Chapter 6: MARKET
H
Market
Segment Segmentatio
n
Dividing a market into
A segment is a group of smaller segments with
customers who share one or distinct needs,
more similar characteristics, characteristics, or behavior
and therefore have similar that might require separate
product/service needs. marketing strategies or
mixes.
WHY SEGMENT MARKETS?
Provides Increase
Focus profit
Identify and Greater efficiency,
Compare best less waste, improved
marketing marketing
opportunities. performance.
Concentrate Reduces
company resources vulnerability by
on most profitable “matching” resources
segments. to segment needs
Segmenting consumers markets
Geographic Demographic
Psychographic Behavioral
185
SEGMENTING INDUSTRY MARKETS
Customer
Purchasing
Usage rate Loyalty status operating
approaches
characteristics
Situational Personal
factors characteristics
REQUIREMENTS FOR EFFECTIVE
MARKET SEGMENTATION
To be useful, market segments must be:
Differentiable Actionable
2. SELECTING TARGET MARKET SEGMENTS
Market A target
Targeting market
The process of Consists of a set of
evaluating each market buyers sharing
segment’s common needs or
attractiveness and characteristics that the
selecting one or more company decides to
segments to enter serve.
SELECTING TARGET MARKET SEGMENTS
Undifferentiated marketing
• ignore segmental differences;
Differentiated marketing
• develop specialized marketing activities for different segments;
Micromarketing
C. Concentrated Marketing
Segment 3
Company
Segment 2 Marketing
Mix
Segment 1
B. Differentiated Marketing
Segment 3 Company Mix 3
Segment 2 Company Mix 2
Segment 1 Company Mix 1
A. Undifferentiated Marketing
Company
Market Marketing
Mix
MARKET COVERAGE STRATEGIES
INSIGHTS
Reaction
Reality
Resonate
Relevant
INSIGHTS
INSIGHTS
INSIGHTS
3. MARKET POSITIONING
R R
P A HI H
A
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Products
Quality
Features
Style &
design
Product attributes
BRAND
222
BRAND ARCHITECTURE
223
224
225
BRAND ARCHITECTURE
226
BRAND ARCHITECTURE
227
BRAND HEALTH CHECK/DIAGNOSIS
228
PACKAGING
9 - 238
USES OF PLC
R R
P A HI H
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Markup as a % Markup
=
of Selling Price Selling Price
= 15
60
= 25%
COST BASED PRICING
MARKUP PRICING
Markup as a % Markup
=
of Cost Cost
= 15
45
= 33%
COST BASED PRICING
BREAK-EVEN PRICING
Fixed Costs
Breakeven Point = _______________________________
Per Unit Contribution to Fixed Costs
Fixed Costs
___________________
=
Price - Variable Costs
253
PRICE – DEMAND RELATIONSHIP
Price elasticity of demand illustrates
the response of demand to a change in price
Price
adjustments
2.1. NEW PRODUCT PRICING STRATEGIES
Market
skimming
pricing
Market
penetration
pricing
SKIMMING VS. PENETRATION PRICING
259
SKIMMING VS PENETRATION PRICING
Penetration:
Setting a low price for a new Production & distribution costs
product in order to attract a large must fall as sales volume
number of buyers and a increases
large market share
260
2.2. PRODUCT MIX PRICING
PRICE ADJUSTMENT STRATEGIES
Segmented pricing
Psychological pricing
Promotional pricing
Geographic pricing
Dynamic pricing
International pricing
Reduces prices to reward customer responses such as
paying early or promoting the product
cash discount for paying promptly;
quantity discount for large volume;
functional (trade) discount for selling, storing, distribution, and
record keeping.
trade-in allowance
promotional allowance to reward dealers for participating in
advertising or sales support programs.
Customer segment pricing -
different customers pay different prices for the same product
or service. [although no differences in costs ]
Location pricing –
the product sold in different geographic areas is priced
differently even though the cost is the same.
Examples???
when prices are temporarily priced below list
price or cost to increase demand
Loss leaders
Special event pricing
Cash rebates
Low-interest financing
Longer warrantees
Free maintenance
RISKS OF PROMOTIONAL PRICING
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MO T Chapter 9: DISTRIBUTION
H
POLICIES
CONTENTS
What is distribution
Distribution channels
Intermediaries in
distribution channels
Distribution strategies
WHAT IS DISTRIBUTION
Payment: Buyers' payment of their bills to the sellers through banks and other financial
institutions.
Title: The actual transfer of ownership from one organization or person to another.
DISTRIBUTION CHANNELS
FUNCTION AND IMPORTANCE OF CHANNEL INTERMEDIARIES
DISTRIBUTION CHANNELS
NUMBER OF CHANNEL LEVELS
DISTRIBUTION CHANNELS
NUMBER OF CHANNEL LEVELS
Manufacturer's
• Wholesaling by sellers or buyers themselves
sales branches and rather than through independent wholesalers.
offices
RETAILERS
Retailing includes all the
activities in selling products
or services directly to final
consumers for their personal,
non-business use
Convenience stores
• A relatively small store located near residential areas, Limited line of high-turnover
convenient goods
Supermarkets
• A relative large operation designed to serve the consumer’s total needs for grocery and
household products
Discount store
• Carries standard merchandise sold at lower prices with lower margins and higher
volumes
Distribution channels of FMCG
Off
On Premise
Premise
General Trade: vendor, kios,
Modern Trade: Horeca
local market, roadside
vendors CVS, supermarket, (hotel+restaurant+catering,
hypermarket, shopping mall canteen, hospital…)
food stalls…
DISCUSSION
Intensive
Channel Selective
Distribution
Strategies
Exclusive
DISTRIBUTION STRATEGIES
ADVERTISING
Reach
The number of people exposed to a retailer’s promotion
efforts in a specific period.
Frequency
The average number of times each person who is reached is
exposed to a retailer’s promotion efforts in a specific period.
Message Content
The characteristics of the promotional form influence the
message
What is the best media to convey retailer’s message and
achieve desired outcome?
How does it complement / interact with message in other
media?
THE PROMOTION MIX
Public relation
Public relations involves building good relations
with the company’s various publics by
obtaining favorable publicity, building up a
good corporate image, and handling or
heading off unfavorable rumors, stories, and
events
Public Relations
Major public relations tools
News
Speeches
Special events
Publicity: annual reports, brochures, articles, company
newsletters, magazines, DVDs, online video
Corporate identify materials: logos, brochures, signs,
bz cards, uniforms
Public service activities
DISCUSSION
THE PROMOTION MIX
Personal selling
Point-of-Purchase
Contests
Coupons
Frequent-Shopper Programs
Prizes
Samples
Referral Gifts
Specialty Items
Special Events
THE PROMOTION MIX
PURPOSE / ROLE OF SALES PROMOTION
Direct marketing
Direct marketing involves making direct connections
with carefully targeted individual consumers to
both obtain an immediate response and cultivate
lasting customer relationships—through the use of
direct mail, telephone, direct-response television, e-
mail, and the Internet to communicate directly with
specific consumers
Catalog
Telemarketing
Kiosks
THE PROMOTION MIX
DIRECT MARKETING BENEFITS
Direct-mail marketing
Catalog marketing
Telephone marketing
Kiosk marketing
Online marketing
2. INTEGRATED MARKETING
COMMUNICATIONS
Marketing
2. INTEGRATED MARKETING COMMUNICATIONS
COMMUNICATION PROCESS
2. INTEGRATED MARKETING COMMUNICATIONS
STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
1. Identify the target audience
3. Design communications
4. Select channels
5. Establish budget
7. Measure results
8. Manage IMC
2. INTEGRATED MARKETING COMMUNICATIONS
STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
AIDA Model
Get Attention
Hold Interest
Arouse Desire
Obtain Action
AIDA
Marketing
Promotion and the Hierarchy of Effects
Behavioral Objective Promotional Mix
Hierarchy of Effects
of Promotion Relevant to Each Step
Awareness
Informative Advertising, Public
Provide
Relations, Point-of-Purchase,
Information
Window Displays
Knowledge
Liking
Change Competitive Advertising,
Attitudes Personal Selling, Sales
and Feelings Promotions
Preference
Conviction
Reminder
Stimulate
Advertising, Personal Selling,
Desires
Frequent-Shopper Programs
Purchase
2. INTEGRATED MARKETING COMMUNICATIONS
STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
3. Designing a communications
MESSAGE STRATEGY: searches for appeals,
themes, or ideas that will tie in to the brand
positioning and help establish points-of-parity or
points-of-difference.
2. INTEGRATED MARKETING COMMUNICATIONS
STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
Message Structure
The communicator must put the messages together in a logical way.
Three message-structure issues need to be considered.
1. Whether to draw a conclusion or leave it to the audience.
2. Whether to present a one-sided or two-sided argument.
3. Whether to present the strongest arguments first or last.
Message Format
The communicator needs a strong format for the message, which is
based on different communication tools. For example, the
communicator must consider words, sounds and voices when
the message is to be carried over the radio.
2. INTEGRATED MARKETING COMMUNICATIONS
STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
3. Designing a communications
Creative strategy
Information (rational) appeal - relates to the
audience’s self-interest
Transformational Emotional appeal - attempt to stir
positive or negative emotions to motivate
purchase
2. INTEGRATED MARKETING COMMUNICATIONS
STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
Message source
The message’s impact is affected by
audience view of the communicator
Celebrities Role Model / Aspire / Like
Athletes
Entertainers
Professionals Credibility
Health care providers
2. INTEGRATED MARKETING COMMUNICATIONS
STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
4. SELECT CHANNELS
Personal
selling
Personal channels
Word of
mouth
Print
media
Non-personal
channels
Broadcast
media
8
32
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2. INTEGRATED MARKETING COMMUNICATIONS
STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION