Chapter 1 marketing introduction

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Chapter 1- slide 1Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
SUBJECT INTRODUCTION
Subject Regulation
• Subject Duration : 3 credits = 11 lessons
Course Grading Percentage
Presentations/group project/group
discussion
30%
Mid-term Exam (opened book,
essay/multiple choice)
10%
Participation 10%
Final Exam (opened book, essay/multiple
choice)
50%

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2
Week Content Class
assignment
1
Chapter 1:
Overview of Marketing
- Class Discussion
2
Chapter 1:
Company and marketing strategy
- Class Discussion
3
Chapter 2:
Marketing environment
- Class Discussion
4
Chapter 4: Consumer markets and business markets
Consumer Behavior in these markets
- Class Discussion
5
Chapter 5:
Marketing Information System (MIS)
- Class Discussion
- Case study
6
Chapter 6:
Segmentation, Targeting market and Positioning
MIDTERM TEST
- Class Discussion
SUBJECT CONTENT
Week Content Class
assignment
7
Chapter 7:
Product, service and brand: building customer value
- Class
Discussion
8
Chapter 8:
Pricing strategy: understanding and capturing customer
value
- Class
Discussion
9
Chapter 9:
Marketing Channels: Delivering customer value
- Class
Discussion
10
Chapter 10:
Integrated Marketing Communication: Communicating
customer value
- Class
Discussion
11
Chapter 4:
Group presentation
Presentation
Submit report
SUBJECT CONTENT

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Group Presentation
• Each group has from 6-8 members. TOTAL 6 GROUPS, 3 PAIRS
• Your group is a project team of communication company
• Your group will prepare a IMC (integrated marketing
communication) project for a specific company (CLIENT):
1. Pull&Bear Vietnam
2. Skechers Vietnam
3. The Pizza Company
4. Amasvin Buble Tea
5. Vinamilk Cheese
• Topic: “the client company is facing the difficulties to penetrate
new market (Việt Nam) or is competing ineffective to the main
competitors. The agency must solve the problem. The target are:
– Raise brand awareness by at least 15-20%
– Attract new customer by at least 15%
– Increase the sales by 7-10% in the end of business year.
Group Presentation
• Your group has to pitching meet to persuade the client to accept
your plan
• The PITCHING meeting will take place on 11st class, 30 min/group,
15 min for Q&A
• Lecturer would be on the CLIENT team with a team in pair, then
group will take turn
• The meeting will take place on 14, 15th lesson, 30 min/group
• The groups have to hand in both hard-copy and soft copy of their
power point slides to the client on the pitching day.
• Everyone in the group has to present. Those who do not present with
the group at the presentation date will receive only 50% of the mark
given to the group

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Chapter One
MARKETING INTRODUCTION
Creating and Capturing
Customer Value
Creating and Capturing Customer
Value
• Define marketing and outline the steps in the
marketing process
• Understanding the Marketplace and Customer
Needs
• Designing a Customer-Driven Marketing Strategy
• Preparing an Integrated Marketing Plan and
Program
• Building Customer Relationships
• Capturing Value from Customers
• The Changing Marketing Landscape
Topic Outline

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What Is Marketing?
Marketing is a process by which
companies create value for customers
and build strong customer relationships to
capture value from customers in return
Understanding the Marketplace
and Customer Needs
• Customer needs, wants, and demands
• Market offerings
• Customer Value and satisfaction
• Exchanges and relationships
• Markets
Core Concepts

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and Customer Needs
• States of deprivation (thiếu thốn)
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression
Needs
• Form that human needs take as they are
shaped by culture and individual personalityWants
• Human wants backed by buying powerDemands
Customer Needs, Wants, and Demands
• Market offerings are some combination
of products, services, information, or
experiences offered to a market to
satisfy a need or want
• Marketing myopia is focusing only on
existing wants and losing sight of
underlying consumer needs
and Customer Needs

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and Customer Needs
Customer Value and Satisfaction
Expectations
Customers
• Value and
satisfaction
Marketers
• Set the right level of
expectations
• Not too high or low
Exchange is the act of obtaining a
desired object from someone by
offering something in return
and Customer Needs

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Markets are the set of actual and
potential buyers of a product or
service
and Customer Needs
Designing a Customer-Driven
Marketing Strategy
Marketing management is the art and
science of choosing target markets and
building profitable relationships with
them
– What customers will we serve?
– How can we best serve these customers?

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Marketing Strategy
Market segmentation refers to dividing
the markets into segments of customers
Target marketing refers to which
segments to go after
Selecting Customers to Serve
Marketing Strategy
• The value proposition is the set of
benefits or values a company promises
to deliver to customers to satisfy their
needs
Choosing a Value Proposition

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Marketing Strategy
Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
concept
Marketing Management Orientations
Marketing Strategy
Production concept is the idea that
consumers will favor products that are
available or highly affordable

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Marketing Strategy
Product concept is the idea that
consumers will favor products that offer
the most quality, performance, and
features. Organizations should
therefore devote its energy to making
continuous product improvements.
Marketing Strategy
Selling concept is the idea that
consumers will not buy enough of the
firm’s products unless it undertakes a
large scale selling and promotion effort

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Marketing Strategy
Marketing concept is the idea that
achieving organizational goals depends
on knowing the needs and wants of the
target markets and delivering the
desired satisfactions better than
competitors do
Marketing Strategy
Societal marketing concept is the idea
that a company should make good
marketing decisions by considering
consumers’ wants, the company’s
requirements, consumers’ long-term
interests, and society’s long-run
interests

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• The marketing mix is the set of tools (four
Ps) the firm uses to implement its
marketing strategy. It includes product,
price, promotion, and place.
• Integrated marketing communication
program is a comprehensive plan that
communicates and delivers the intended
value to chosen customers.
Preparing an Integrated Marketing
Plan and Program
Building Customer Relationships
• The overall process of building and
maintaining profitable customer
relationships by delivering superior
customer value and satisfaction
Customer Relationship Management
(CRM)

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Building Customer Relationships
Customer Relationship Levels and Tools
Basic
Relationships
Full
Partnerships
Capturing Value from Customers
• Customer lifetime value is the value of
the entire stream of purchases that the
customer would make over a lifetime of
patronage
Creating Customer Loyalty and
Retention

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Share of customer is the portion of the
customer’s purchasing that a company
gets in its product categories
Growing Share of Customer
Customer equity is the total combined
customer lifetime values of all of the
company’s customers

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• Building the right relationships with the
right customers involves treating
customers as assets that need to be
managed and maximized
• Different types of customers require
different relationship management
strategies
Building Customer Equity
The New Marketing Landscape
Digital age
Rapid
globalization
Ethics and
social
responsibility
Not-for-profit
marketing
Major Developments

Chapter 1 marketing introduction

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