Ho Chi Minh City University of Technology and Education

Faculty of Garment Technology and Fashion Design

Marketing for Garment

LESSON 1: OVERVIEW OF MARKETING

Instructor: Tran Quang Tri

October, 2020
ENGLISH
ZONE
 LESSON OBJECTIVES

E To define marketing
E To understanding the importance of Marketplace and Customer Needs
E To identify marketing management orientations
 LESSON OUTLINE

§ What is marketing?
§ The Marketplace and Customer Needs
§ Marketing Management Orientations
§ Is MKT only Selling & Advertising?
§ Old sense of making a sale ‘Telling & selling’
§ New sense of satisfying customer needs

§ Marketing is the process by which companies create value

for customers and build strong customer relationships in
order to capture value from customers in return
§ It’s all around you
§ Old traditional MKT forms: TV screen, Radio, …
§ New MKT Approaches: imaginative Web, smartphone apps, online
social…

Marketers want to become a part of your life and enrich your

experiences with their brands – to help you live their brands

-> At home, at school, where you work, and where you play
• Customer needs, wants, and demands
• Market offerings
• Customer value and satisfaction
• Exchanges and relationships
• Markets
Customer Needs, Wants, and Demands

• States of deprivation

Needs • Physical—food, clothing, warmth, safety

• Social—belonging and affection
• Individual—knowledge and self-expression

Wants • Form that human needs take as they are shaped by

culture and individual personality
• Ex: An American needs…, An Asian needs…

Demands • Human wants backed by buying power

§ Needs: states of felt deprivation -> Smart Marketer finds future
needs

§ Wants: the form that human needs take as they are shaped by
culture and individual personality

§ Demands: human wants that are backed by buying power

§ Market offerings: some combination of products, services,

information, or experiences offered to a market to satisfy a need
or want.
§ Customer Value and Satisfaction Expectations: Customers form
expectations about the value and satisfaction that various market
offerings will deliver accordingly.
Customers
• Value
and satisfaction

Marketers
• Set the right level of
expectations
• Not too high or low
§ Exchange: the act of obtaining a desired object from someone by
offering something in return.

§ Relationships: Marketing consists of actions taken to build and

maintain desirable exchange relationships with target audiences
involving a product, service, idea, or other object.

§ Market: The set of all actual and potential buyers of a product or

service.
§ MKT Management: the art and science of choosing target markets
and building profitable relationships with them
§ Market
segmentation refers to dividing the markets into segments of
customers
§ Company can’t serve all customers in everyway -> Decide which
customers that company wants to target and on the level, timing, and
the nature of their demand.
§ MKT Management is customer management and demand management.
3. MARKETING MANAGEMENT ORIENTATIONS

Production Product Selling Marketing Societal

concept concept concept concept concept
3. MARKETING MANAGEMENT ORIENTATIONS
3.1 Production concept:

• Consumers will favor products

that are available and highly
affordable.

• Organizations should focus on

improving production and
distribution efficiency.
3. MARKETING MANAGEMENT ORIENTATIONS
3.1 Product concept:
• The idea that consumers will
favor products that offer the most
quality, performance, and
features

• MKT strategy make continuous

product improvement.
3. MARKETING MANAGEMENT ORIENTATIONS
3.1 Selling concept:

• Consumers will not buy enough

of the firm’s products unless it
undertakes a large-scale selling
and promotion effort -> focus on
sales transactions
3. MARKETING MANAGEMENT ORIENTATIONS
3.1 Marketing concept:
• MKT Concept: achieving organizational goals depends
on knowing the needs & wants of target markets and
delivering the desired satisfaction better than competitors
do.
3. MARKETING MANAGEMENT ORIENTATIONS
3.1 Societal concept:

• Societal marketing concept:

The idea that a company’s mkt
decision should consider
consumers’ wants, the company’s
requirements, consumers’ long-
run interests, and society’s long-
run interests -> create value for
society
 Starting point Focus Means Ends
Profits
SELLING Existing Selling &
Factory through
products Promoting
sales volume

Profits
Customer Integrated through
MKT Market
needs MKT customer
satisfaction
Choose 1 product in the garment/fashion industry and answer the
3 below questions:
1. Discuss a need or want you have that’s not satisfied by any offerings
currently in the market place of garment/fashion industry?
2. Think of a new product/ service that will satisfy the need or want?
3. Describe how you will differentiate & position your offering in the
marketplace.