Professional Documents
Culture Documents
MARKETING
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 (Kotler & Amstrong, 17th edition)
• Analysis of case studies in lectures
• Lecture slides
• Individual/Group presentations
• Others:
• https://www.brandsvietnam.com/
• https://www.adsoftheworld.com/
GAM7 (Rio Book)
Watch Advertisements, go shopping
GRADING
Definitions of marketing
Functions of marketing
Modern Marketing system
Career path of Marketing
Major terms in marketing
Marketing management philosophies
DEFINITIONS OF MARKETING
Marketing
1985 2013
1960
DEFINITIONS OF MARKETING
2017
sales
Finance R&D
HR :huma
n factory
resource
Marketing
Supply
IT
chain
Legal Purchasing
Marketing System of CocaCola Vietnam
Agency
Supplier
BTL
Agency
ATL
Analysis Media
Agency
Market
Research
Source: Huy Coca cola
CAREERS IN MARKETING
Chief Assistant
Brand
Marketing Pr manager brand
manager
officer manager
Creative Account
Copy writer Art director
director manager
Account Marketing
MR Analyst Ad manager
executive executive
…….
EVOLUTION OF MARKETING
PHILOSOPHIES
1. Production
??? Concept
2. Product
Concept
Key
5. Societal Marketing Marketing
Concept Concepts
3. Selling
4. Marketing Concept
Concept
THE PRODUCTION CONCEPT
customer
value
Company’s
profit
Selling concept Marketing concept
consumers
Societal
MKT
concept
organization society
MARKETING DEVELOPMENT
Marketing 5.0
Marketing 4.0 • ???
• Digital/society
Marketing 3.0
• value
Marketing
2.0
• Customer’s
need
Marketing
1.0
• product
MARKETING MIX
MARKETING DEVELOPMENT
CORE MARKETING CONCEPTS
NEEDS
TRANSACTIONS WANTS
MARKETING
EXCHANGE DEMANDS
PRODUCTS MARKETS
NEEDS
Information …
ACTIVITIES
MARKET
communication
Products/services
Industry (a Market (a
collection of collection of
sellers) money buyers
information
MARKET
WOM (Words of
mouth)/Buzz Trade Marketing Green Marketing Digital Marketing ….
Marketing
+
MARKETING PLAN
N G
T I
K E
AR
M
OF
ES
I PL uy
N C i Th
R I i Ha
P o Th
H
CHAPTER 2:
THE MARKETING ENVIRONMENT
CONTENT
2.1. Definition
Marketing
The
microenvironment
The macroenviroment
2.2.1. THE COMPANY’S MICROENVIRONMENT
THE COMPANY
- Financial capacity
- Technology, R&D
- Personnel
- Company’s culture
- …..
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 thei 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/shopper 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
Economic Changes
Development Key in Income
Economic
Concerns for
Marketers
Changes
in Consumer
Spending Patterns
THE ECONOMIC ENVIRONMENT
Early
Adopters Laggards
34% 34%
13.5% 16%
2.5%
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
THE POLITICAL ENVIRONMENT
Time-
Language-
assumptions
precision versus Religion-beliefs
about time vary
ambiguity
across cultures
Relationship
with authority Nationalism
(Hofstede, 1980)
LANGUAGE BLUNDERS
Mitsubishi realized that Pajero was not the right name for a car
in Spanish speaking countries, so they changed it to Montero.
General Motors tried to sell the Chevrolet Nova in Latin
America, only to find that people found "no va" (doesn't go) a
funny name for a car.
Mazda has a van in Japan called the Laputa, but they made the
mistake of selling it under that name in Spanish-speaking
countries.
A car that would need a new name in Spain is the Nissan Moco
(they even have it in the right shade of green)!
RELIGION
- PEST/PESTEL
- SWOT -> TOWS
- 5 FORCES
- ….
90
SWOT
Strengths Weaknesses
(Điểm mạnh) (điểm yếu)
Opportunities Threats
(cơ hội) (Thách thức)
92
PESTEL
93
F
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Some large companies have their own research department, some hire
outside research specialists, some purchase data collected by outside
firms…
SOME TYPES OF MARKETING RESEARCH
Promotional Distribution
Product research Sales research Market research Price research
research research
• Opportunities for • Methods of • Methods of • Volume & Value • Selecting Target • how consumers
new product promotion Distributions shares markets will react to
development • Ideas for the • Power of current • The effectiveness different types of
• Product campaign or needs for new of sales methods pricing tactics
requirement • Media channels and techniques
• Product • Effectiveness of • Location of • Adequacy of
performance communication warehouse/retail sales training &
compared to outlets rewards
competitor’s
• Packaging
• Pricing
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
MDP MRP
What information is
What the decision needed and how that
maker (DM) needs to information can be
do) obtained effectively
and efficiently?
Action oriented
Information oriented
(decisions)
To determine
Should a new product
consumer preferences
be introduced to
and purchase
complement our
intentions for the
current range?
proposed new product.
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
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
Expensive to administer Very time consuming
May lead to biased responses Lower response rates than person administered
surveys
EXPERIMENTAL RESEARCH
Talking w people on
the streets, in their
Individual interviewing
homes, offices,
shopping mall
Personal
interviewing
Personal interviewing
that involves inviting 6-
10 people to gather for a
Focus group
few hours with a trained
interviewing
interviewer to talk about
a product, service, org,
on important issues.
PRIMARY DATA COLLECTION
CONTACT METHODS
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Chapter 4: CONSUMPTION
MARKET AND BUYING
BEHAVIOR OF CONSUMERS
CONSUMER BEHAVIOUR
Looks at:
How people, groups 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
HOUSEHOLD TYPES
Need recognition
Information search
Evaluation of alternative
Purchase decision
Postpurchase behavior
THE BUYER DECISION PROCESS (OTHER
MODELS)
THE BUYER DECISION PROCESS (OTHER
MODELS)
149
CONSUMER’S JOURNEY NOWADAYS…
Earn
Research Buy Product rewards
See
Marketing Product
Receive
Discuss
recommendation
online
Visit Website
Early
Adopters Laggards
34% 34%
13.5% 16%
2.5%
Awarenes Evaluatio
Interest Trial Adoption
s n
F
O
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IN KE I T H
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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
• Fewer buyers
Market structure and • Larger buyers
demand • Geographic concentration of users
• Direct purchasing
Other characteristics • Reciprocity
• 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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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,
marketing improved marketing
opportunities. performance.
Reduces
Concentrate
vulnerability by
company resources
“matching”
on most profitable
resources to
segments.
segment needs
Segmenting consumers markets
Geographic Demographic
Psychographic Behavioral
175
SEGMENTING INDUSTRY MARKETS
Customer
Purchasing
Usage rate Loyalty status operating
approaches
characteristics
Situational Personal
factors characteristics
SEGMENTING INDUSTRY MARKETS
INDUSTRY / ECONOMIC ACTIVITY
Differentiable Actionable
2. SELECTING TARGET MARKET SEGMENTS
Market A target
Targeting market
The process of consists of a set of
evaluating each buyers sharing
market segment’s common needs or
attractiveness and characteristics that
selecting one or more the company decides
segments to enter to serve.
SELECTING TARGET MARKET SEGMENTS
Undifferentiated marketing
• ignore segmental differences;
Differentiated marketing
• develop specialized marketing activities for different segments;
Micromarketing
• Tailoring products and marketing programs to the needs and wants of
• specific individuals and local customer segments; it includes local marketing
(cities, neighborhood, specific store) and individual marketing .
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
CUSTOMER PERSONA
INSIGHTS
reality relevant
resonate reaction
3. MARKET POSITIONING
R R
P A HI H
A
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Products
Product attribute
Branding
Packaging
Labeling
Quality
Features
Style &
design
Product attributes
BRANDING
211
WHAT IS A BRAND?
212
WHAT IS A BRAND?
Is your behaviours
Behaviours are aligned to yours core values – It’s not
what you say, it’s what you do.
213
BRAND ARCHITECTURE
214
BRAND ARCHITECTURE
215
BRAND HEALTH CHECK/DIAGNOSIS/TRACK
216
PACKAGING
VIEW
V : Visibility
I : Informative
E : Emotional impact
W: Workability
LABELING
9 - 225
USES OF PLC
R R
P A HI H
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Considerations
Major pricing Additional Pricing
affecting price
strategy strategies
decision
• Customer value • Customer value • New product
• Cost based pricing pricing
• Competition • Cost plus pricing • Product Mix
• Demand • Breakeven pricing Pricing
• Competition • Price adjustments
based pricing
• Price elasticity of
demand
WHAT IS A PRICE?
Sales/Revenue Profit
TR = P x Q = TR – TC
Market share
MARKET SHARE
Customer
Cost
value
Competition Demand
2. MAJOR PRICING STRATEGY
Fixed Costs
___________________
Breakeven Point =
Price - Variable Costs
243
Fixed cost = $300,000
Variable cost = $10
Price = $20
MAJOR PRICING STRATEGIES
Price
adjustments
3.1. NEW PRODUCT PRICING STRATEGIES
Market
skimming
pricing
Market
penetration
pricing
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
Segmented pricing
Psychological pricing
Promotional pricing
Geographic 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
PSYCHOLOGICAL PRICING
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H
POLICIES
CONTENTS
What is distribution
Distribution channels
Intermediaries in
distribution channels
Distribution strategies
WHAT IS DISTRIBUTION
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 Premis
e
General Trade: vendor, kios, Modern Trade:
local market, roadside CVS, supermarket, hypermarket,
vendors shopping mall, hospital, hotels. E
food stalls, canteen… commerce
Horeca
(hotel/hospital+restaurant+catering/canteen,
…)
DISTRIBUTION STRATEGIES
Intensive
Channel Selective
Distribution
Strategies
Exclusive
DISTRIBUTION STRATEGIES
3. Integrated Marketing
Communications
1. THE PROMOTION MIX
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
Challenges: In 2017 – before the campaign, fake news about
consuming instant noodles with negative effect to health spread all
over social media cause damage to the whole industry which is our
client is the leader:
70% consumers who are females from 30-40s share the negative
news and tend to stop buying instant noodles.
Only 12% of consumers refer to mainstream media when they read
these kinds of news.
Objectives: How to deliver the right information for target audience
(women 25 – 40s) in the right way that they will care about it.
CASE STUDY
DISCUSSION
1.3. PERSONAL SELLING
3. Design a message
6. Collecting feedback
3.2. STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
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
3.2. STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
3. Design a message
Message content: searches for appeals, themes, or
ideas that will tie in to the brand positioning and
help establish points-of-parity or points-of-
difference.
Rational appeals
Emotional appeals
Rational appeals
3.2. STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
3. Design a message
Message Structure
The communicator must put the messages together in a
logical way. Three message-structure issues need to
be considered.
- Whether to draw a conclusion or leave it to the
audience.
- Whether to present a one-sided or two-sided
argument.
- Whether to present the strongest arguments first or
last.
3.2. STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
3. Design a message
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.
3.2. STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
4. Choosing communication channels and
media
Personal Nonpersonal
communication communication
channels channels
• Face to face • Major media
• phone • Atmospheres
• Mail/email • events
• Internet chat
• -> Word of mouth
• -> Buzz marketing
9
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4-
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION