INTERNATIONAL SCHOOL OF MANAGEMENT & ECONOMICS

NATIONAL ECONMICS UNIVERSITY

PRINCIPLES MARKETING

PhD. Nguyen Thi Mai Anh

UNIT 1

INTRODUCTION TO MARKETING

1.1 Marketing & Maketing management

1.2 Core Marketing concepts
1.3 Marketing management orientations
1.4 Marketing mix

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1.1 WHAT IS MARKETING?

▪ Selling?
▪ Advertising?
▪ Sales promotion?
▪ Market research?
▪ PR?

BIAS OF MARKETING

MARKETING

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 – Hiệp hội marketing Mỹ, 2007)

“Marketing is a social and managerial process by which

individuals and groups obtain what they need and want
through creating and exchanging products and value
with others.”
(Kotler và Keller, 2006)

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MARKETING

Marketing is about
identifying and
meeting human and
social needs.

“meeting needs
profitably.”

MARKETING MANAGEMENT

Marketing management is the

art and science of choosing
target markets and getting,
keeping, and growing customers
through creating, delivering, and
communicating superior
customer value (Kotler và Keller, 2006)

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MARKETING MANAGEMENT

Marketing management is the

art and science of exploring, creating,
and delivering value to satisfy
the needs of a target market
at a profit

1.2 CORE MARKETING CONCEPTS

▪ Need; want; demand

▪ Good, service
▪ Customer value
▪ Customer satisfaction
▪ Exchange
▪ Market

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KEY CONCEPTS

❖ NEEDS: Are states of felt deprivation

▪ Foods; safety, status, beloging, affection…
▪ Basic part of human being

KEY CONCEPTS

❖ WANTS: The form taken by a human

need as shaped by culture and
individual personality
• Fries, rice, car, …
• Shaped by one’s society
• Described in term of objects that will
satisfy needs

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KEY CONCEPTS

❖ DEMAND: Human wants that are backed

by purchasing power
• Specific things will be purchased by human
beings
• People will demand products that provide
them most value and satisfaction

NEEDS, WANTS AND DEMAND

Needs
Felt of depriviation
Products &
services
Wants Desire

Resources (Income,
Time…)
Demand

Buying decision

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KEY CONCEPTS

❖ PRODUCTS & SERVICES: Products is

anything that is offered to the market for
sale or consumption
• Products: Cars, shoes, restaurant…
• Goods: books, pens...
• Services: Tax preparation, Hotel

GOODS >< SERVICES

Rice
⚫ Drinks
Shoes
⚫ Cosmetic
⚫ Cars
⚫
⚫ Fast food
⚫ Intangible

Tangible
⚫
Fast food
⚫
Advertising ⚫
Airline ⚫
Investment ⚫
Tangibility level management Consulting⚫
of goods & services
Education

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PRODUCT, GOOD, SERVICE
▪ Products
▪ Anything offered in the market for sale
▪ Either a service or a manufactured good produced by a firm
▪ To many people, product mean good
▪ Goods
▪ Physical objects or devices that provide benefits for customers through ownership
or use
▪ Customers can touch, see, smell, feel before purchase
▪ Service
▪ Customers usually derive value from services without obtaining permanent
ownership of any substantial tangible elements.
▪ Customers can not touch, see, smell, feel before purchase
▪ It does not lead to any additional physical ownership
▪ Market offer:

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MARKET OFFER & MARKETING ENTITIES

▪ Market offer
▪ Combination of goods and services offered to
a market to satisfy a need
▪ Marketing entities
▪ Goods Services Experiences
▪ Events Persons Places
▪ Properties Organization Information
▪ Ideas

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CUSTOMER VALUES

The differences
between the values Customer gain/benefits (Monetary/non
monetary)

the customer gains Customer cost (money,

time, effort)
Customer
value
from owing and
using a product and
the costs of
obtaining the
product
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CUSTOMER SATISFACTION

Expectation
- Past experience
- Information

Satisfaction
Dis-satisfaction

Perceived
Performance

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EXCHANGE AND RELATIONSHIP

EXCHANGE RELATIONSHIP

Marketing consists of
The act of obtaining actions taken to create,
a desired object from maintain, and grow
someone by offering desirable exchange
relationships with target
something in return. audiences involving a
product, service, idea, or
other object

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MARKET
▪ The set of all actual and
potential buyers of a product
or services
▪ The size of market depends
on the number of people who
exhibit the need, have
resources to engage in
exchange, and are willing to
exchange their resources for
what they want

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 TYPES OF MARKET

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1.3 MARKETING MANAGEMENT CONCEPTS

PRODUCTION

- Consumers will favor products that are

available and highly affordable;
- Therefore, the organization should focus on
improving production and distribution
efficiency
- The oldest orientations
- Product’s cost is too high and improved
productivity is needed to bring it down
- Demand > Supply.
- Production – the most important – Engineers

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MARKETING MANAGEMENT CONCEPTS
PRODUCT

- Consumers will favor products that offer the

most quality, performance, and innovative
features;
- Therefore, the organization should devote
its energy to making continuous product
improvements

- R&D – the most important

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MARKETING MANAGEMENT CONCEPTS

SELLING

- Consumers will not buy enough of the

firm’s products unless the firm
undertakes a large-scale selling and
promotion effort
- Selling – most important
- Unsought products

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 MARKETING MANAGEMENT CONCEPTS
MARKETING

- Understand customer’s needs and deliver

satisfaction beeter than competitors

- Focus: Target market; Customer orientation and

marketing coordination
- KFC, Vinamilk…

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SELLING >< MARKETING

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MARKETING MANAGEMENT CONCEPTS
SOCIETAL MARKETING

- Deliver value to customers in a way that maintains

or improves both the consumer’s and society’s well-
being

- GE, Big C…

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ACTIVITY

Identify situations whereby you have

noticed each of these concepts we have
discussed are being used.

Provide two examples of each

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1.4 MARKETING MIX

▪ Goods ▪ Services
▪ Product ▪ People
▪ Price + ▪ Process
▪ Place ▪ Physical Evidence
▪ Promotion

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