This document provides an overview of marketing concepts and principles for a marketing management class. It includes definitions of key terms like marketing, customer, and consumer behavior. It also discusses frameworks for understanding customer needs, wants, and demands. Additionally, it covers topics like the product life cycle, market segmentation, and target market analysis to help identify the right audience for products and services. The document aims to introduce foundational marketing concepts.

1. Chapter 1
Builiding customer strategy
Marketing Management
Dr. Nguyen Hai Ninh - FTU

2. Nguyen Hai Ninh. Dr.
Hanoi Foreign Trade University – International
Business Department
Cell: (+84) 0915139839
Email: nguyen.haininh@hotmail.com

3. Class regulations
#1 On time (if you are late than teachers, pls wait until the break)
#2 No voice in class (pls show the respect for lecturer and others)
#3 No sleep (if you feel sleepy, feel free to go out, no need to ask for
lecturer’s permission)
#4 No food (but drinks are permitted)
#5 No cellphone (switch off your phone ring before class starting)
#6 No laptop, ipad, ipod.
#7 No need to ask for the permission to be absence for class (don’t cheat
or tell lie)
#8 No mark bargaining!!!

4. Grading
Attendance: 10%
Mid-term assignment: 30%
Final: 60%
Total: 100%
In which:
- Mid-term assignment: Marketing environment analysis
- Final: Group presentation
- Peer 2 Peer evaluation is applied for group member marking

5. Presentation topic
• Choose one existed company and their product/service
• Draft the marketing plan for them, including:
 Market analysis
 Marketing strategies

6. Marketing management Intro
Marketing Environment Analysis
Marketing Mix Strategies
Marketing Action Plan
Agenda

7. Wake up Activity:
Individually (10 min)
- Are ready to be a Marketing Manager?
- What should you do to be a Marketing Manager?
- By your own, what is your definition of
Marketing?

8. Definition and concepts
Marketing environment
analysis
Marketing strategy
Marketing mix
Agenda
Part 1: Marketing Intro

9. Marketing conceptual definitions
1. Mar·ket·ing /ˈmärkitiNG/
- The act or process of selling or purchasing in a market
-The process or technique of promoting and selling products or services.
(Webster English dictionary)
2. Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
(AMA, 2007)
3. Marketing is the management process which identifies, anticipates, and supplies
customer requirements efficiently and profitably.

10. “Marketing is putting the right product in the right place, at the right price, at the

11. Marketing management
The art and science of choosing
target markets and getting, keeping,
and growing customers through
creating, delivering, and
communicating superior
customer value.

12. What can be marketed??
Services
Products Places
Ideas People

13. Sales: trying to get the customer to want what the company produces
Marketing: trying to get the company produce what the customer
wants
Marketing v/s Selling

14. Main Goals of
MarketingHelp to boost product sales
Promote the product and corporate awareness to
the public
Build corporate’s reputation
To attract new customer by promising superior

15. Needs:
• Human basic requirements of food, clothing,
warmth, and safety
• Marketers do not create needs, needs pre –
exist marketers

16. Abraham Harold Maslow
(1908 – 1970)
Maslow's hierarchy of needs

17. Wants:
• Specific objects might satisfy the need
• Shaped by culture and individual personality.
• People have almost unlimited wants but limited
resources.

18. Demands:
• Desire to acquire
• Willing to buy
• Ability to pay

19. Product
• ‘Product’ refers to the functions and
features of a good or service
• Satisfy the needs of consumers
• ‘Product’ also includes a range of
factors such as packaging, quality,
warranties, after-sales service and
branding

20. Need – food ( is a must )
Want – Pizza, Burger, French fry's ( translation of a
need as per our experience )
Demand – Burger ( translation of a want as per our
willingness and ability to buy )
Desire – Have a Burger in a five star hotel

21. Warm up Activity:
- Work in group of 5 persons (20 mins ).
- Choose one product or service (new or market pre-existed)
and one country, (market) that you/ your corporation have
intention to do the business.
Eg: Café Trung Nguyen in USA, Pho Bat Dan in France…
- Present your idea on class in 5 minutes to introduce about
your proposed project and give detailed information to support
the effectiveness of the project

22. Product life cycle
Stage 1: Research & Development – high
costs but no sales
Launch – high expenditure on promotion
and product development, low sales
Stage 2: Growth: – sales increase and
product should break-even
Stage 3: Maturity – sales stabilise, less
expenditure on promotion needed,
revenue & profit should be high
Satge 4: Decline – sales decline,
extension strategies can be adopted

23. Growth - Slump – Maturity
• Sales grow rapidly
• Product is first introduced,
falls, & stabilizes
Cycle-Recycle
• Sales grow rapidly
• Downfall, recover
and down again
Scalloped
Succession of life-cycles
based on discovery of
new charcteristics, uses
or users.
Some Product life cycle patterns

24. Market
The group of consumers/organizations interested in the product/service has
resource to purchase.

25. Penetrated
market
Target
market
Available market
Potential market
Those who have interested in acquiring the product (potential customer)
Those in the potential market who have enough money to
buy product
The segment of the available market that the firm
decided to serve (target customer)
Those in the target market who have
purchased the product (current customer)
Market Classification

26. Market Segmentation
• Market segment: A sub-group of people or organizations sharing one or more
characteristics that cause them to have similar product needs
• Market segmentation: The process of dividing a market into meaningful, relatively
similar, identifiable segments or group
• Why we have to do market segmentation:
– Market have variety of product needs and preferences
– Help marketers better define customer and allocate the right resources

27. Market Segmentation Bases
Geography
Demographics
Psychographics,
Benefit sought
Usage rate
Region, market size, climate
Age, Gender, Income, Ethnic group, Marriage status
Personality, Motives,
lifestyle
Benefits, features customers seek from
product
Amount of product bought or consume

28. Pareto principle
80% effort create 20% results
80% of total customers only generate 20% of
the demand and usage while 20% of the rest
will crate 80% usage use

29. Target market analysis
Identify your target market.
Identifying your target market will help you use your resources more wisely as you market your
company to a specific, manageable group of people.
1
Describe your target market demographically. Demographic characteristics include age,
gender, marital status, family size, income, education level, occupation, race, and religion.
2
Describe your target market psycho-graphically. Psycho graphic information tells you about
your audience's attitudes, beliefs, emotions, and values.
3
© It is difficult to meet everyone's needs with a single product or
service.
Describe your target market behavioristically. Behavioristic information helps you understand
why someone purchases one product or service over another. It includes how often your target
market buy the product, how much or how many they buy, if there was a specific occasion for
using it, and how long it took them to decide to buy that product.
4

30. Orange – cutting Activity
• Work in group (10 min)
• Do the market segmentation for your business
Eg: what is your target market, potential market
(geographically, consumer characteristics…)
• Present on class

31. Cus·tom·er /ˈkəstəmər/
A person or organization that buys
goods or services from a store or
other business.
(Webster dictionary)

32. Consumer
A person who purchases
goods and services for
personal use
Customer
Implies a relationship over time
between the buyer and a
particular brand or retail outlet.

33. ...the emotional, mental and physical activities that people engage in when selecting,
purchasing using, and disposing of products and services so as to satisfy needs and
desires.
Consumer behavior is…

34. Buying is not just a necessary activity but an
attractive and highly approved way of
behaving.

35. “Consumption is the sole end and purpose of all
production.”
-Adam Smith-

36. Consumer satisfaction
Dependent on a product’s perceived performance in delivering value relative to a
buyer’s expectation.

37. Value and Satisfaction
Expectation Perceived
value
6 1
0
Perceived
value
6 1
0
Expectation
If the perceived value is lower than the expectation of consumer, the satisfaction is low or even un-
satisfaction and vice versa