The document provides information about an English for Marketing course taught by Le Thi Thu Mai at the National Economics University in Vietnam, including the course structure covering topics such as marketing concepts, buyer behavior, and international marketing; required books and references; assessment criteria involving quizzes, exams, and class participation; and class regulations regarding attendance, electronics, and behavior.
Basic introduction to marketing 26 07-2016suchet mahajan
This document provides a basic introduction to marketing. It defines marketing as identifying and meeting human and social needs profitably. The document outlines the nature of marketing as a specialized business function and social process. It discusses the importance of marketing for financial success and customer satisfaction. The document then covers different marketing orientations from production to societal marketing concepts. It concludes by describing core marketing concepts like segmentation, targeting, positioning, and the marketing environment.
The document provides an overview of marketing management concepts. It discusses key topics like the nature and scope of marketing, the evolution of marketing from a production to customer-focused orientation, and different marketing concepts including the exchange concept, production concept, and marketing concept. It also references several foundational marketing management textbooks.
1. The document discusses key concepts in marketing such as defining marketing as satisfying customer needs profitably and identifying customer needs to help achieve company objectives.
2. It provides definitions of marketing from the American Marketing Association and other sources, emphasizing creating value for customers and building strong customer relationships.
3. The marketing concept and marketing management are introduced, with the marketing concept focusing on identifying customer needs and satisfying them to achieve company goals.
The document discusses Dove's marketing director Stacie Bright having a moral problem with how Dove marketed its soap using models that promoted unrealistic beauty standards. In 2006, Bright realized this was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the girls did not feel beautiful. Bright showed this to executives, who approved completely overhauling Dove's marketing strategy to focus on realistic beauty standards. This increased Dove's profits from £1 billion to £2 billion by turning soap selling into a moral campaign.
Dove's marketing director had a moral problem with how the company was marketing its soap using models that promoted unrealistic beauty standards. This was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the advertising made girls feel unattractive. The executives were moved by this and completely overhauled Dove's marketing strategy to be more inclusive of all beauty types. As a result, Dove doubled its profits from £1 billion to £2 billion by changing its approach to be more socially responsible.
Here are the key steps in conducting market research:
1. Define the problem and research objectives clearly. This will guide the research.
2. Develop a research plan that identifies data sources, approaches, instruments, sampling, and contact methods.
3. Collect information through primary and secondary data following the research plan.
4. Analyze the data both qualitatively and quantitatively.
5. Present the findings to stakeholders in a clear, actionable manner.
The research methods that can be used include observation, surveys, experiments, and focus groups. The goal is to understand the market, customers, and opportunities/problems in a systematic way. Defining objectives and having a plan is important for effective market
The document outlines the objectives, outcomes and modules of a Marketing Management course. The objectives include understanding marketing concepts, consumer behavior, product management strategies, marketing mix elements, and emerging trends. The outcomes focus on comprehending business management science, analyzing market situations, and developing ethical and entrepreneurial skills. The modules will cover topics such as the introduction to marketing, marketing environment, and consumer behavior.
Basic introduction to marketing 26 07-2016suchet mahajan
This document provides a basic introduction to marketing. It defines marketing as identifying and meeting human and social needs profitably. The document outlines the nature of marketing as a specialized business function and social process. It discusses the importance of marketing for financial success and customer satisfaction. The document then covers different marketing orientations from production to societal marketing concepts. It concludes by describing core marketing concepts like segmentation, targeting, positioning, and the marketing environment.
The document provides an overview of marketing management concepts. It discusses key topics like the nature and scope of marketing, the evolution of marketing from a production to customer-focused orientation, and different marketing concepts including the exchange concept, production concept, and marketing concept. It also references several foundational marketing management textbooks.
1. The document discusses key concepts in marketing such as defining marketing as satisfying customer needs profitably and identifying customer needs to help achieve company objectives.
2. It provides definitions of marketing from the American Marketing Association and other sources, emphasizing creating value for customers and building strong customer relationships.
3. The marketing concept and marketing management are introduced, with the marketing concept focusing on identifying customer needs and satisfying them to achieve company goals.
The document discusses Dove's marketing director Stacie Bright having a moral problem with how Dove marketed its soap using models that promoted unrealistic beauty standards. In 2006, Bright realized this was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the girls did not feel beautiful. Bright showed this to executives, who approved completely overhauling Dove's marketing strategy to focus on realistic beauty standards. This increased Dove's profits from £1 billion to £2 billion by turning soap selling into a moral campaign.
Dove's marketing director had a moral problem with how the company was marketing its soap using models that promoted unrealistic beauty standards. This was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the advertising made girls feel unattractive. The executives were moved by this and completely overhauled Dove's marketing strategy to be more inclusive of all beauty types. As a result, Dove doubled its profits from £1 billion to £2 billion by changing its approach to be more socially responsible.
Here are the key steps in conducting market research:
1. Define the problem and research objectives clearly. This will guide the research.
2. Develop a research plan that identifies data sources, approaches, instruments, sampling, and contact methods.
3. Collect information through primary and secondary data following the research plan.
4. Analyze the data both qualitatively and quantitatively.
5. Present the findings to stakeholders in a clear, actionable manner.
The research methods that can be used include observation, surveys, experiments, and focus groups. The goal is to understand the market, customers, and opportunities/problems in a systematic way. Defining objectives and having a plan is important for effective market
The document outlines the objectives, outcomes and modules of a Marketing Management course. The objectives include understanding marketing concepts, consumer behavior, product management strategies, marketing mix elements, and emerging trends. The outcomes focus on comprehending business management science, analyzing market situations, and developing ethical and entrepreneurial skills. The modules will cover topics such as the introduction to marketing, marketing environment, and consumer behavior.
The document provides an overview of the key concepts to be covered in the Marketing Management course. It discusses the evolution of marketing from production to sales to marketing-oriented eras. The objectives are to understand marketing concepts, evolution of marketing management, and the nature and scope of marketing management. It also defines key terms like market, exchange, needs and wants, utility, marketing mix, and marketing environment. The marketing mix consists of product, price, place, and promotion. Environmental scanning techniques are also discussed.
This document outlines topics to be covered in a marketing principles course presented by Syed Abul Kalam Azad. The group presentation is divided among five students who will cover topics such as the marketing process, customer needs and demands, market offerings, customer value and satisfaction, exchange and relationships, modern marketing systems, and the production, product, selling, marketing and societal concepts of marketing. Additional topics include green marketing, customer perceived value, and customer equity, share and lifetime value.
Core Concept of Marketing, Nature and Scope of Marketing, Importance, Selling Vs Marketing, Marketing Concepts, Segmentation, Basis of Segmentation, Targeting, Strategies of Targeting, Positioning, Strategieis of Positioning, Consumer Markets and Buying Behaviour, Consumer Behaviour, Buying Decision Behaviour
The document provides an overview of marketing and the marketing environment. It defines marketing and discusses its evolution from a production focus to a customer focus. It also outlines the key concepts in marketing, including the production, product, selling, and marketing concepts. Additionally, it describes the internal, micro, and macro environmental factors that comprise the marketing environment. The internal environment includes a firm's resources and departments, while the micro environment encompasses suppliers, customers, and competitors. The macro environment consists of demographic, economic, technological, political, and cultural forces outside a firm's control.
This document provides an overview of key marketing concepts and frameworks. It discusses the evolution of marketing orientations from production to societal marketing concepts. The marketing process is defined as understanding customer needs, designing a strategy, constructing a program, building relationships, and capturing value. Key concepts covered include the marketing mix, customer relationship management, perceived value, customer satisfaction, loyalty, and lifetime value. The document also outlines challenges in today's digital landscape of globalization and ethics.
The document provides an overview of marketing concepts including:
1. Definitions of marketing from the AMA and Philip Kotler emphasizing creating and delivering value for customers.
2. The five competing concepts that guide company orientation including production, product, selling, marketing, and societal marketing concepts.
3. Marketing management tasks such as developing strategies and plans, connecting with customers, and building brands.
4. Trends in marketing like relationship marketing, integrated marketing, and the holistic marketing concept which recognizes that all aspects of a business impact marketing.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
This document outlines the objectives and content of a Marketing Management course. The course aims to help students understand basic marketing theories and develop analytical skills for real-world application. It will cover topics such as developing marketing strategies and plans, conducting market research, creating customer value, and using promotional tools. Students will be assessed through assignments, quizzes, discussions, a midterm, and a final exam. The instructor will use a blended approach of theory and practical examples to promote active learning.
This document discusses core marketing concepts including definitions of marketing, needs, wants, demands, products, markets, and exchange. It outlines different marketing philosophies like the production, product, selling, and marketing concepts. It also discusses societal marketing and how marketing considers social and ethical factors. The functions of marketing management are described as developing strategies and plans, capturing customer insights, connecting with customers, building brands, shaping offerings, delivering value, and creating long-term growth.
This document provides an overview of key marketing concepts and definitions. It begins by defining marketing and discussing the traditional and modern concepts of marketing. It then explains the differences between marketing and selling, and discusses the 4Ps of marketing - product, price, place, and promotion. The document also covers customer value and satisfaction, the evolution of marketing approaches over time, elements of the marketing concept like production and product concepts, and provides examples of companies that employ the marketing concept.
This document provides an overview of marketing essentials from Anglo Business Publications. It defines marketing and discusses the core marketing functions. It also explains the evolution of different marketing concepts over time from a production focus to a societal marketing focus. Additionally, the document outlines the marketing mix of product, price, place and promotion. It discusses how needs, wants and demands relate to customers and markets. Finally, it introduces the topic of the marketing environment that will be covered next.
This document discusses core marketing concepts including definitions of marketing, needs and wants, products, exchange and markets. It outlines different marketing philosophies like the production, product, selling and marketing concepts. It also discusses customer needs, integrated marketing, and the societal marketing concept. The functions of CMOs and improving their success are covered. Key marketing concepts around target markets, offerings, value and the marketing environment are also summarized.
This document provides guidance on marketing yourself and marketing as a service. It discusses defining marketing and outlines various ways to market yourself, such as developing marketing plans and multi-channel marketing strategies. The document also provides tips for writing marketing briefs and marketing services to different industries like erosion control.
This document provides an overview of marketing principles including definitions of key terms like market, customer, demand, and exchange. It describes the marketing concept and process, highlighting understanding customer needs and wants, developing customer-driven strategies and integrated marketing programs, building customer relationships, and capturing value from customers to create profits. The marketing mix and societal marketing concept are also discussed.
This presentation is present in Indian Library Association (ILA) Conference held in Birla Institute of Management Greater Noida from 21 Jan to 24 Jan 2010
Marketing management book @ bec doms bagalkot mbaBabasab Patil
This document provides an overview of marketing management concepts across 6 units. It discusses key topics such as the modern marketing concept, social marketing concept, marketing environment, consumer behavior, marketing research, product mix management, product-market integration, price mix management, physical distribution mix, and promotional mix. The goals are to understand approaches to marketing, segmentation, the marketing mix, determinants of consumer behavior, marketing procedures, product planning, pricing policies, distribution channels, and components of promotion.
Meaning of Market, Marketing, Scope of Marketing Management, Difference between marketing & selling, Retail marketing, retail organisation, store and non-store retailing.
1) Marketing orientation focuses on understanding customer needs and wants to deliver satisfaction more effectively than competitors.
2) Adopting a marketing orientation provides benefits like increased customer satisfaction, loyalty, market share and competitive advantage.
3) Developing a true marketing orientation faces difficulties due to differences in emphasis across departments and lack of committed leadership to adapt to a customer-centric approach.
ppt lecture 1 and 2 chapter 1 marketing is managing profitable CR.pptxsbangash1166
Marketing involves managing profitable customer relationships. It is defined as a social and managerial process of understanding customer needs and creating value to satisfy those needs. The key aspects of marketing include:
1. Understanding customers and their needs, wants, and demands through market research.
2. Designing marketing strategies focused on selecting target customer segments and developing value propositions to satisfy those segments.
3. Implementing marketing programs using the marketing mix of product, price, place, and promotion to deliver value to customers.
4. Building strong, profitable relationships with customers through excellent customer service, loyalty programs, and relationship management tools.
The goal of marketing is to attract new customers, retain existing customers,
This document defines key concepts in marketing and marketing management. It discusses that marketing involves identifying customer needs and creating, communicating, and delivering value to customers in a way that benefits both the customer and organization. Marketing management is the process of choosing target markets and attracting, retaining, and growing customers through superior customer value. The document outlines fundamental concepts like marketing mix, customer orientation, evolving views of marketing's role in companies, and tasks involved in successful marketing management.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The document provides an overview of the key concepts to be covered in the Marketing Management course. It discusses the evolution of marketing from production to sales to marketing-oriented eras. The objectives are to understand marketing concepts, evolution of marketing management, and the nature and scope of marketing management. It also defines key terms like market, exchange, needs and wants, utility, marketing mix, and marketing environment. The marketing mix consists of product, price, place, and promotion. Environmental scanning techniques are also discussed.
This document outlines topics to be covered in a marketing principles course presented by Syed Abul Kalam Azad. The group presentation is divided among five students who will cover topics such as the marketing process, customer needs and demands, market offerings, customer value and satisfaction, exchange and relationships, modern marketing systems, and the production, product, selling, marketing and societal concepts of marketing. Additional topics include green marketing, customer perceived value, and customer equity, share and lifetime value.
Core Concept of Marketing, Nature and Scope of Marketing, Importance, Selling Vs Marketing, Marketing Concepts, Segmentation, Basis of Segmentation, Targeting, Strategies of Targeting, Positioning, Strategieis of Positioning, Consumer Markets and Buying Behaviour, Consumer Behaviour, Buying Decision Behaviour
The document provides an overview of marketing and the marketing environment. It defines marketing and discusses its evolution from a production focus to a customer focus. It also outlines the key concepts in marketing, including the production, product, selling, and marketing concepts. Additionally, it describes the internal, micro, and macro environmental factors that comprise the marketing environment. The internal environment includes a firm's resources and departments, while the micro environment encompasses suppliers, customers, and competitors. The macro environment consists of demographic, economic, technological, political, and cultural forces outside a firm's control.
This document provides an overview of key marketing concepts and frameworks. It discusses the evolution of marketing orientations from production to societal marketing concepts. The marketing process is defined as understanding customer needs, designing a strategy, constructing a program, building relationships, and capturing value. Key concepts covered include the marketing mix, customer relationship management, perceived value, customer satisfaction, loyalty, and lifetime value. The document also outlines challenges in today's digital landscape of globalization and ethics.
The document provides an overview of marketing concepts including:
1. Definitions of marketing from the AMA and Philip Kotler emphasizing creating and delivering value for customers.
2. The five competing concepts that guide company orientation including production, product, selling, marketing, and societal marketing concepts.
3. Marketing management tasks such as developing strategies and plans, connecting with customers, and building brands.
4. Trends in marketing like relationship marketing, integrated marketing, and the holistic marketing concept which recognizes that all aspects of a business impact marketing.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
This document outlines the objectives and content of a Marketing Management course. The course aims to help students understand basic marketing theories and develop analytical skills for real-world application. It will cover topics such as developing marketing strategies and plans, conducting market research, creating customer value, and using promotional tools. Students will be assessed through assignments, quizzes, discussions, a midterm, and a final exam. The instructor will use a blended approach of theory and practical examples to promote active learning.
This document discusses core marketing concepts including definitions of marketing, needs, wants, demands, products, markets, and exchange. It outlines different marketing philosophies like the production, product, selling, and marketing concepts. It also discusses societal marketing and how marketing considers social and ethical factors. The functions of marketing management are described as developing strategies and plans, capturing customer insights, connecting with customers, building brands, shaping offerings, delivering value, and creating long-term growth.
This document provides an overview of key marketing concepts and definitions. It begins by defining marketing and discussing the traditional and modern concepts of marketing. It then explains the differences between marketing and selling, and discusses the 4Ps of marketing - product, price, place, and promotion. The document also covers customer value and satisfaction, the evolution of marketing approaches over time, elements of the marketing concept like production and product concepts, and provides examples of companies that employ the marketing concept.
This document provides an overview of marketing essentials from Anglo Business Publications. It defines marketing and discusses the core marketing functions. It also explains the evolution of different marketing concepts over time from a production focus to a societal marketing focus. Additionally, the document outlines the marketing mix of product, price, place and promotion. It discusses how needs, wants and demands relate to customers and markets. Finally, it introduces the topic of the marketing environment that will be covered next.
This document discusses core marketing concepts including definitions of marketing, needs and wants, products, exchange and markets. It outlines different marketing philosophies like the production, product, selling and marketing concepts. It also discusses customer needs, integrated marketing, and the societal marketing concept. The functions of CMOs and improving their success are covered. Key marketing concepts around target markets, offerings, value and the marketing environment are also summarized.
This document provides guidance on marketing yourself and marketing as a service. It discusses defining marketing and outlines various ways to market yourself, such as developing marketing plans and multi-channel marketing strategies. The document also provides tips for writing marketing briefs and marketing services to different industries like erosion control.
This document provides an overview of marketing principles including definitions of key terms like market, customer, demand, and exchange. It describes the marketing concept and process, highlighting understanding customer needs and wants, developing customer-driven strategies and integrated marketing programs, building customer relationships, and capturing value from customers to create profits. The marketing mix and societal marketing concept are also discussed.
This presentation is present in Indian Library Association (ILA) Conference held in Birla Institute of Management Greater Noida from 21 Jan to 24 Jan 2010
Marketing management book @ bec doms bagalkot mbaBabasab Patil
This document provides an overview of marketing management concepts across 6 units. It discusses key topics such as the modern marketing concept, social marketing concept, marketing environment, consumer behavior, marketing research, product mix management, product-market integration, price mix management, physical distribution mix, and promotional mix. The goals are to understand approaches to marketing, segmentation, the marketing mix, determinants of consumer behavior, marketing procedures, product planning, pricing policies, distribution channels, and components of promotion.
Meaning of Market, Marketing, Scope of Marketing Management, Difference between marketing & selling, Retail marketing, retail organisation, store and non-store retailing.
1) Marketing orientation focuses on understanding customer needs and wants to deliver satisfaction more effectively than competitors.
2) Adopting a marketing orientation provides benefits like increased customer satisfaction, loyalty, market share and competitive advantage.
3) Developing a true marketing orientation faces difficulties due to differences in emphasis across departments and lack of committed leadership to adapt to a customer-centric approach.
ppt lecture 1 and 2 chapter 1 marketing is managing profitable CR.pptxsbangash1166
Marketing involves managing profitable customer relationships. It is defined as a social and managerial process of understanding customer needs and creating value to satisfy those needs. The key aspects of marketing include:
1. Understanding customers and their needs, wants, and demands through market research.
2. Designing marketing strategies focused on selecting target customer segments and developing value propositions to satisfy those segments.
3. Implementing marketing programs using the marketing mix of product, price, place, and promotion to deliver value to customers.
4. Building strong, profitable relationships with customers through excellent customer service, loyalty programs, and relationship management tools.
The goal of marketing is to attract new customers, retain existing customers,
This document defines key concepts in marketing and marketing management. It discusses that marketing involves identifying customer needs and creating, communicating, and delivering value to customers in a way that benefits both the customer and organization. Marketing management is the process of choosing target markets and attracting, retaining, and growing customers through superior customer value. The document outlines fundamental concepts like marketing mix, customer orientation, evolving views of marketing's role in companies, and tasks involved in successful marketing management.
Similar to MKMA1112.English for Mkt - Chapter 1.pdf (20)
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Efficient Website Management for Digital Marketing ProsLauren Polinsky
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1. ENGLISH FOR MARKETING
• Lecturer: Le Thi Thu Mai, PhD.
• Mobile: 0946203410
• Email: maile@neu.edu.vn
• Facebook: Mai Le
NATIONAL ECONOMICS UNIVERSITY
MARKETING FACULTY
Marketing Department
2. COURSE STRUCTURE
1. Marketing concept & Marketing
Process
2. Marketing information system &
Marketing research
3. Marketing environment
4. Buyer Behavior
5. Segmentation – Targeting -
Positioning
6. Marketing planning and Strategy
7. Products and Brand
8. Pricing and Pricing strategy
9. Marketing channels
10. Integrated Marketing
Communications
11. Services and Marketing in a
service organization
12. International Marketing
3. BOOKS AND REFERENCES
Course Book:
“Giáo trình Tiếng Anh ngành Marketing”, Nguyễn Thu Lan và Phạm Thị Huyền
(Chủ biên và tập thể tác giả tham gia biên soạn), NXB ĐH Kinh tế Quốc dân, 2022
Reference books:
[1] Philip Kotler and Gary Amstrong (2014), Principles of marketing, 15th edition,
Pearson Education
[2] HNC/HND, Marketing, Supporting foundation degree, BPP Professional
Education, 2004
4. ASSESSMENT
• Participation: 10%: attendance and participation
• QUIZ: 20%
• Mid term: 20% - in-class test, closed book (Week 7)
• Final exam: 50% - closed book
5. QUIZ
• Each chapter will have a quiz.
• Students need to complete the quiz on due date.
• Average scores of all quizzes will account for 20%.
6. CLASS REGULATIONS
1. Be on time (if you are later than the lecturer, pls. wait until the break).
2. Don’t make noise in class (pls. show the respect for the lecturer and
others).
3. Don’t sleep (if you feel sleepy, feel free to go out, you do not need to ask
for the lecturer’s permission.
4. Don’t eat in the class (drinks are permitted).
5. Don’t use cellphone (turn on silent mode before the class starts).
6. Don’t use phones, laptops, tablets in class except when requested by the
lecturer.
9. OBJECTIVES
• define and explain major concepts related to marketing,
marketing management, marketing planning and the changing
marketing landscape in both Vietnamese and English.
• develop and master the use of key terminology in business
life through exercises, reading and activities.
12. Reading 1: Starbucks coffee
• More than 37 years ago, Howard Schultz hit on the idea of bringing a European style coffeehouse to
America. People needed to slow down, he believed to “smell the coffee” and enjoy life a little more.
The result was Starbucks. This coffeehouse doesn’t sell just coffee, it sells the Starbucks
experience. “There’s the Starbucks ambience,” notes an analyst, “The music. The comfy velvety
chairs. The smells. The hissing steam.”, says Starbucks chairman Schultz, “We aren’t in the coffee
business, serving people. We are in the people business, serving coffee.” People around the globe
now flock to Starbucks, making it a powerhouse premium brand.
• Starbucks is promoting the opening of new stores in Vietnam after more than a year of delayed
plans due to the pandemic. Patricia marques, General Director of Starbucks Vietnam, said that the
purchasing power of domestic consumers recovers quickly after each peak of the pandemic.
Therefore, brands do not necessarily have to wait for foreign tourists and experts to return; but can
attract new domestic visitors to compensate. “Starbucks Vietnam has chosen to open new stores in
densely populated areas, instead of sticking to central business districts with expensive space rents,
as a new business strategy this year,” Marques said, adding that Starbucks will continue to increase
its presence with new stores in Hanoi, Danang, Ho Chi Minh city, and three more in Nha Trang this
year.
13. Reading 1: Starbucks coffee
•Questions:
•Which values has Starbucks brought to Vienamese customers?
15. § State of felt deprivation
•Physical needs
•Social needs
•Individual needs
NEEDS
YOUR TURN
Can marketers create needs?
Definition: What is a need?
16. WANTS
What are wants? human needs that are shaped by personal
preferences/ culture / religion …
17. DEMANDS
•Human wants that are backed by buying power
•Willingness to buy
•Ability to pay
•What are demands?
18. YOUR TURN
Analyze a need/want/demand in a product you bought.
Need Basic necessity
Feel deprived if this is absent
Food
Want Given choices, this is what you prefer Chicken
Burger
Steak
Demand A want that is supported by a decision
and capacity to buy
Within budget
Availability
20. CUSTOMER PERCEIVED VALUE
The customer’s evaluation of the difference between all the benefits and all the
costs of a marketing offer relative to those of competing offers.
22. EXCHANGE
The act of obtaining a desired object from someone by offering
something in return
23. The set of all actual and potential buyers of a product or
service
24. Exercise 1.1: True or false?
1. Marketing is the creation of value for customers.
2. Demands are human needs as shaped by individual personality and culture.
3. A market offering is some combination of products, services, information, or
experiences offered to consumers to satisfy a need or want.
4. When marketers set low expectations for a market offering, the biggest risk
they run is failing to attract enough customers
5. Value creation is the act of obtaining a desired object from someone by
offering something in return.
TRUE
FALSE
TRUE
TRUE
FALSE
25. Exercise 1.2. Complete these sentences.
1.Today, marketing must be understood not in the old sense of making a sale -
"telling and selling” — but in the new sense of satisfying .......
2.Marketing is a social and managerial process by which individuals and
organizations obtain what they need and ...... through creating and exchanging ......
with others.
3.When backed by buying power, wants become......
4.More broadly, ... also include other entities, such as persons, places, organizations,
information, and ideas.
customer needs
want values
demands
market offering
26. DISCUSSION
1. Think about your most recent experience while having a drink at
a coffeeshop.
2. Which market offering did the coffeeshop bring to you?
3. Were you satisfied with your experience? Why?
27. MARKETING MANAGEMENT
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?
29. Ø Production concept
The idea that consumers will favor products that are
………. and that the organization should therefore focus
on improving ………
Ø Selling concept
The idea that consumers will not …. of the firm’s
products unless it undertakes a ……….. effort.
Ø Product concept
Consumers will favor products that offer the best ……
and that the organization should therefore devote its
energy to make continuous ……
Ø Societal marketing concept
The idea that a company’s marketing decisions should
consider consumer’s……….., the company’s
………, consumers’ ………. interests, and society’s
…… interests
MARKETING MANAGEMENT ORIENTATIONS
Ø Marketing concept
A philosophy that holds that achieving organizational
goals depends on knowing ………. of target
markets and delivering ……… better than
competitors do.
highly available &
affordable
production and distribution efficiency
buy enough
large-scale selling and promotion
quality, features, performance
product improvement
customers’
needs & wants
desired satisfaction
needs and wants
requirements
long-run
long-run
30. YOUR TURN
Choose two companies with production and product concept and
analyze them.
31. BASIS FOR
COMPARISON
PRODUCTION CONCEPT PRODUCT CONCEPT
Meaning customers are willing to buy the products
which are easily available at low prices.
customers admire quality-rich products,
with advanced features.
Means Improvement in the production efficiency
and distribution coverage.
Improvement in product over time
Objective To achieve the economies of scale. To provide better quality products to the
customers.
Emphasis on Production Product
32.
33. YOUR TURN
Choose two companies with selling and marketing concept and
analyze them.
34. BASIS FOR
COMPARISON
SELLING CONCEPT MARKETING CONCEPT
Meaning Consumers will not buy unless the firm
undertakes a large-scale selling and
promotion effort.
Consumers’ needs and wants are known;
and desired satisfactions are delivered better
than competitors
Means More aggressive selling
Make-and-sell
Find the right customers for your products
Customer-centered
Sense-and-respond
Find the right products for your customers
Objective To create sales transactions To build long-term, profitable customer
relationships
Emphasis on Profit Customers’ needs & satisfaction
35. YOUR TURN
Choose a company with a societal marketing concept and
analyze it.
36. Understand the
marketplace and
customer needs
and wants
Design a
customer-
driven
marketing
strategy
Construct an
integrated
marketing
program that
delivers
superior value
Building profitable
relationships and
create customer
delight
Capture value
from customers
to create profits
and customer
equity
Research
customers and the
marketplace
Manage
marketing
information and
customer data
Select
customers to
serve: market
segmentation
and targeting
Decide on a
value
proposition:
differentiation
and positioning
Product
decisions
Pricing
decisions
Distribution:
manage
demand and
supply chains
Promotion:
communicate
the value
proposition
Customer
relationship
management:
build strong
relationships
with chosen
customers
Partner relationship
management: build
strong relationships
with marketing
partners
Create satisfied
loyal customers
Capture customer
lifetime value
Increase share of
market and share
of customer
An expanded model of the marketing process
37. Reading: What concept does this illustrate?
Stew Leonard, who operates a highly profitable four-store supermarket in
Connecticut and New York, once said that he saw $50,000 flying out of his
store every time he saw a sulking customer. Why? Because his average
customer spent about $100 a week, shopped 50 weeks a year, and remained
in the area for about 10 years. If this customer had an unhappy experience and
switched to another supermarket, Stew Leonard’s lost (1)____________ in
(2)___________. The loss could be much greater if the disappointed customer
shared the bad experience with other customers and caused them to defect.
$50,000
customer lifetime value
38. Ex 2.1. Match the word partnership with their explanation.
Word Explanation
1. Marketing
audit
A. The total combined customer lifetime values of all of the company’s
customers
2. Societal
marketing
concept
B. The idea that consumers will not buy enough of the firm’s products
unless the firm undertakes a large-scale selling and promotion effort.
3. Customer
lifetime value
C. A comprehensive, systematic, independent, and periodic examination
of a company’s environment, objectives, strategies, and activities to
determine problem areas and opportunities and to recommend a plan of
action to improve the company’s marketing performance
4. Selling
concept
D. The value of the entire stream of purchases a customer makes over a
lifetime of patronage.
5. Customer
equity
E. The idea that a company’s marketing decisions should consider
consumers’ wants, the company’s requirements, consumers’ long- run
interests, and society’s long-run interests.
C
E
D
B
A
39. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY
Selecting Customers to Serve
Market segmentation
refers to which segments to select
refers to dividing the markets into segments of
customers
Target marketing
40. Marketing Mix –
4Ps
The marketing mix is the set of
tools (four Ps) the firm uses to
implement its marketing strategy.
41. Integrated marketing program
Exchange
Marketing Mix- 4Ps
Company CUSTOMER’S
SATISFACTION
Profit
Integrated marketing program is a
comprehensive plan that communicates and
delivers the intended value to chosen customers.
42. THE CHANGING MARKETING LANDSCAPE
Reading
Annie’s is out to create a happier and healthier world with nourishing foods and
responsible conduct that is “forever kind to the planet.” Annie’s products are made
from simple, natural ingredients grown by its farm partners. The products contain
“no artificial anything,” says the company. “If it’s not real, it’s not Annie’s.” The
company works closely with its food supply-system partners to jointly raise the bar
for sustainability and organics. Annie’s also makes sustainable practices a top
priority with its packaging—more than 90 percent of
Annie’s packaging by weight is recyclable. Finally, Annie’s gives back to the
community through programs such as sustainable agriculture scholarships, school
garden programs, and support for like-minded organizations dedicated to making
the planet a better place to live and eat.
Questions:
What are special marketing activities at Annie’s?
Why does Annie’s follow sustainable marketing?
43. Exercise: Match terms with explanations.
Word Explanation
1. Societal
marketing
A. involves using digital marketing tools such as websites, social media,
mobile ads and apps, online video, email, blogs, and other digital platforms to
engage consumers anywhere, anytime via their computers, smartphones,
tablets, internet ready TVs, and other digital devices.
2.
Consumerism
B. Socially and environmentally responsible marketing that meets the present
needs of consumers and businesses while also preserving or enhancing the
ability of future generations to meet their needs.
3. Sustainable
marketing
C. An organized movement of citizens and government agencies designed to
improve the rights and power of buyers in relation to sellers.
4. Digital
marketing
D. A company should make marketing decisions by considering consumers’
wants, the company’s requirements, consumers’ long-run interests, and
society’s long-run interests.
5. Customer-
engagement
marketing
E. Brand exchanges created by consumers themselves - both invited and
uninvited - by which consumers are playing an increasing role in shaping
their own brand experiences and those of other consumers
6. Consumer-
generated
marketing
F. Making the brand a meaningful part of consumers’ conversations and lives
by fostering direct and continuous customer involvement in shaping brand
conversations, experiences, and community.
D
C
B
A
F
E
44. Ex 3.1: Read the following sentences and decide
whether these sentences are true or false.
1. The sustainable marketing concept is specifically focused on future
company needs.
2. Consumerism calls for meeting the present needs of consumers and
businesses while also preserving or enhancing the ability of future generations
to meet their needs.
3. Environmentalism is an organized movement of citizens and government
agencies to improve the rights and power of buyers in relation to sellers.
FALSE
FALSE
FALSE
45. GROUP WORK
•You are the owner of a chain of restaurants in Vietnam.
In the context of the covid epidemic, the staff proposed
to sell food online. Discuss and make decisions. If you
go online, describe some ways to use digital marketing.