Bài giảng Marketing

1 
Prepared by Ly Thi My Hanh MBA (Solvay Business), 
Email:tracylymyhanh@gmail.com 
MARKETING 
Why studies Marketing? 
 To be vital to business survival, profits & growth 
 Offer you good career opportunities 
 Affect your existing job and life everyday 
 Half of every dollar spent by consumers pays for 
marketing costs 
learning objectives 
 To understand key marketing concepts and 
marketing tools in English. 
 To be aware of the importance of marketing in 
a company. 
 To be able to write a marketing plan. 
 To apply the key marketing tools in practice. 
Contents 
( 52 periods = 13 weeks) 
1. Marketing introduction 
2. Marketing plan 
3. Project introduction 
4. The marketing process 
5. Targeting: 
 Understanding consumer behavior 
 Segmenting the markets 
 Choosing the target markets 
6. Positioning 
7. Brand and branding 
8. Marketing mix: product, price, place & promotion. 
9. Market research 
10. Project presentation 
1. Marketing introduction 
 The marketing context 
 More competitive world 
 More global world 
 Faster world 
 Overloaded communication 
How can a product or service reach the 
customers faster and make a strong 
impression on them? 
1. Marketing introduction 
 Marketing concept 
Phillip Kotler 
 Marketing takes a day to learn, 
 but takes a lifetime to master! 
 Marketing is so basic that it cannot be considered 
to be a separate function. 
 Everybody in an organisation should be a “part-
time marketer”. 
1. Marketing introduction 
 Marketing concept 
1. Marketing introduction 
 Marketing vs sales 
Sales 
Marketing 
1. Marketing introduction 
 A market focus 
Marketing focuses on the Needs and Wants of the 
buyers not the Need and Wants of the sellers. 
The key to achieve the organizational goals consists 
of determining the needs and wants of target markets 
and delivering the desired satisfactions more 
effectively and efficiently than competitors. 
What is a Need? 
Wants: 
 Specific things might satisfy the needs. 
 Wants for specific products and able to pay. 
Demands: 
 Eg. 
Eg. 
1. Marketing introduction 
 Key concepts 
Needs: 
1. Marketing introduction 
 Key concepts 
 Exchange: obtaining a desired product from 
someone by offering something in return. 
Goods or services 
Money, cash 
Sellers Customers 
1. Marketing introduction 
 Key concepts 
 B2B (business to business) 
 B2C (business to consumer) 
 C2C (consumer to consumer) 
1. Marketing introduction 
 Business model 
1. Marketing introduction 
 Marketing Evolution 
EXTERNAL VISION 
INTERNAL VISION 
 ORIENTATION 
 ORIENTATION 
 ORIENTATION 
 ORIENTATION 
 ORIENT 
TIME 
 ORIENTATION 
1. Marketing introduction 
 Marketing Managment 
Analysis, planning, implementation, and control 
of marketing programs to create exchanges 
with target markets to achieve company goals. 
 However, it can not do this task alone. The 
success will depend on other actors in the firm. 
Who are other actors? 
1. Marketing introduction 
 Functional structure 
 Place of marketing in the organization 
Marketing HRM 
Finance 
Sales 
Production 
Now 
Production HRM 
Finance 
Sales 
Marketing 
Before 
Managing Director 
 Finance 
 Manager 
 Purchasing 
 Manager 
 Production 
 Manager 
 HRM 
 Manager 
 Sales 
 Manager 
 Marketing 
 Manager 
1. Marketing introduction 
 Functional structure 
2. Marketing plan 
How do you organize and implement the 
marketing activities? 
 A marketing plan consists of a detailed marketing 
program to achieve the marketing objectives and it 
focuses on a product or service. 
A plan is a roadmap to your destination. 
A marketing plan is a roadmap to business success. 
2. Marketing plan 
What? 
What we can do without a plan? 
2. Marketing plan 
What? 
Product: 
Brand name: 
Company: 
Start date: 
Submitting date: 
Time of period for the plan: 
Person submitting the plan: 
Person being submitted the plan: 
2. Marketing plan 
 Title page 
 1. Executive summary: a quick summary/ 
introduction of the marketing plan for quick 
management skimming. 
TABLE OF CONTENTS 
3. Situation analysis: present relevant 
background information including the markets, 
macro environment, customers, competition and 
company 
2. Purpose: brief explanation for why this plan was 
produced. e.g. introduce new product or enter new 
markets, further develop the existing product... 
2. Marketing plan 
 Content 
3.1. Market overview: market of the product said 
3.1.1. Geographic, demographic and psychographic 
 3.1.2. Market needs: 
 3.1.4. Market growth: 
 3.1.3. Market trends: 
2. Marketing plan 
 Content 
 what the firm provides to 
 meet the market needs 
 consuming changes in 5 or 10 
 years 
 consuming volume growth 
 (past – present – future) 
 Social 
 Technological 
 Economical 
 Political 
 3.2. Macro environment (PEST analysis) 
3.3. Customer behavior analysis 
 (in general – whole markets) 
2. Marketing plan 
 Content 
3.4. Competition analysis 
List out potential competitors including below details: 
 Products, brand names, distribution channels 
 Strengths 
 Weaknesses 
 Market share 
 Promotion 
 Strategy 
 Why customers choose their products/services 
  
2. Marketing plan 
 Content 
3.5.1. Strengths 
3.5.2. Weaknesses 
3.5.3. Opportunities 
3.5.4. Threats 
3.5. Company analysis (SWOT) 
3.6. Keys to success 
2. Marketing plan 
 Content 
4. Marketing strategy 
4.3. Marketing objectives: it can be market share (%) 
or/and financials (sales volume and profit). It should be 
in accordance with the company’s strategy, objectives 
and status. It also should be SMART = Specific, 
Measurable, Achievable, Relevant, Timely. 
4.2. Mission: identifies a stable long-run vision of a 
firm (what key benefits we can offer our customers) 
4.4. Segmenting the markets: list how many 
segmen ... ials 
5.1. Sales forecast: expected sales volumes or 
its growth percentage rate. 
2. Marketing plan 
 Content 
5.2. Expense forecast: break down all expected 
costs, including fixed and variable cost. 
2. Marketing plan 
 Content 
6. Budget required: spending requirements 
necessary to carry out this marketing plan. 
7. Controls: Indicates how the plan will be 
monitored 
7.1. Marketing organization: members of the project 
with the detailed responsibilities description. 
7.2. Implementation: a detailed action plan with 
time, date and deadline. 
7.3. Evaluation and feedback. 
2. Marketing plan 
 Content 
The class will be divided into groups, each one 
should have a group leader, responsible for 
assigning each member the tasks and following up. 
Each group will prepare a marketing plan (word), 
including Cover page, Title page, Table of content 
and Content. It will be finally submitted in the 12th 
week and will present (powerPoint) in the final week. 
3. Project Introduction 
The project result will replace the mid-term exam. 
The topic should be defined and proceeded from 
now on which will discuss during the course. The 
group leader has to take notes all discussion in the 
class. 
3. Project Introduction 
Project: submitting (Word) and 
 presentation (PowerPoint) 
40% 
Classroom activities and presentations 
10% 
4. The marketing process 
 Consumer behaviors: personal 
 behaviors and external incentives. 
Segmentation: procedure, 
criteria and conditions. 
Choosing the targets: evaluating factors 
and segmenting types. 
Marketing plan – action plan 
Research process & research brief 
 Positioning statement: 
 core benefits, differentiation & message 
Product 
Price 
Place 
Promotion 
Feedback, valuation, adjustment 
Define the background/problem 
 and research objectives 
Step 1 
Develop the research plan Step 2 
Analyze the information Step 3 
Present the findings Step 4 
 Market research process (4 steps) 
 Background: 
What are their research objectives? 
 Research Objectives : 
 Define the background & research objectives 
 Most researches are often carried out by agencies 
(research companies) such as ACNielsen / Taylor 
Nelson Sofres / Gfk / NFO / Customer Insights / 
Etc. 
 To work efficiently with the agencies, firstly we have 
to prepare a research brief. 
 What is a research brief? 
 How to work with research company 
4. Research methods 
Qualitative 
 To explore consumer behavior (motivation, 
 tendency, knowledge) 
 To test concept, brand. 
Quantitative 
 To measure (brand value, satisfaction, 
 advertising efficiency) 
 To understand habits, behavior, usage rate. 
 Develop the research plan 
 What they think about our product and the 
competitors ones. 
 How they use the products. 
 What motivations and attitudes they have about 
the products and advertising. 
 What they feel about their “roles” in the family and 
society. 
 What benefits they get from our product and the 
competitors do not have. 
5. Targeting 
 What we need to know about consumers 
 The difference between the benefits (features, 
quality, service and image) of the product the 
customer gets and the money & time they spend 
to get the product. 
 Providing more customer value than competitors 
5. Targeting 
 Customer value 
What do we do to increase the 
customer value? 
Needs and Wants 
Go on 
Personal Black box 
External incentives 
5. Targeting 
 How would a customer choose a product? 
Personal Black box 
Factors influence 
customers’ needs 
and wants 
Customer’s sensitivity 
in decision making 
process 
5. Targeting 
 How would a customer choose a product? 
Geographic 
- Region 
- City size 
- Density: 
 urban or rural? 
- Climate 
... 
Demographic 
- Age 
- Gender 
- Income 
- Education 
- Social class 
Psychographic 
- Personality: 
 ambitius, strong, 
 likeable 
- Lifes-tyle: short 
 or long hair 
5. Targeting 
 Factors influence customers’ needs & wants 
 Important or risky decision (financial & emotional issue) 
Daily decision or no risk for less & average 
income people. 
 LEARN FEEL DO 
Daily decision or no risk for high income people. 
 LEARN DO FEEL 
 DO LEARN FEEL 
5. Targeting 
 Customer’s sensitivity in decision making process 
 External incentives 
Media 
What is 
incentive? 
5. Targeting 
 How would a customer choose a product? 
Incentive, a benefit offered to encourage people to 
act in certain ways. 
Eg. Selling cars. 
5. Targeting 
 External incentives 
Motivation Possible incentive 
Traveling 
Safety 
Personal 
 Advertising: 
 Promotion: 
 PR 
 Direct marketing: 
 Personal selling: 
5. Targeting 
 Media 
Key 
Family 
Decision 
Roles 
User Initiator 
Buyer 
Decider 
 Influencer 
Eg. KFC 
5. Targeting 
 Consumer buying roles 
Need Recognition 
Information Search 
Evaluation of Alternatives 
Purchase Decision 
Post-purchase Behaviour 
Eg. Headache cure 
5. Targeting 
 The buyer decision process 
 Markets are not identical 
 To realize and choose the target consumers in 
order to be able to apply more specific marketing 
proposals with efficient communication. 
 Without segmentation, we have to spread our 
promotional efforts very wide with much waste on 
people who are not interested. 
5. Targeting 
 Market segmentation: why? 
 Segmentation: the process of splitting 
customers within a market into different groups, 
or segments who same or similar needs satisfied 
by a distinct marketing mix. 
5. Targeting 
 Segmentation: what? 
Characteristics 
of potential consumers 
5. Targeting 
 Segmentation criteria 
The markets can be segmented according to: 
Behaviors 
of potential consumers 
or/and 
GEOGRAPHIC 
SEGMENTATION 
DEMOGRAPHIC 
SEGMENTATION 
PSYCHOGRAPHIC 
SEGMENTATION 
5. Targeting 
 Characteristics of consumers 
 REASONS BENEFITS 
5. Targeting 
 Behavior of consumer 
 PRICE 
 ATTITUDE 
TO PRODUCT 
Toothpaste market 
Consumers look 
for 
Consumers try to Consumers look for 
the 
Consumers concern 
with 
5. Targeting 
 Example: benefit segments-behavior 
Market segments must be 
 Identifiable: descriptive criteria. 
 Measurable: possible to measure the size, 
purchasing power and characteristic of the segment 
 Substantial: a segment must be large and 
profitable enough to serve, and the largest possible 
identical group worth executing a marketing 
program. 
5. Targeting 
 Segmentation: 6 conditions 
 Accessible: possible to effectively reach and serve 
the segment with promotion and product offer. 
 Differentiable: segments are conceptually 
distinguishable. 
 Actionable: possible to carry out effectively 
marketing programs to attract and serve the 
segments. 
5. Targeting 
 Segmentation: 6 conditions 
 More efficient use of resources 
 Potential target(s) specialization 
 Competitive advantages can be implemented with 
a maximum of efficiency 
5. Targeting 
 Choosing the target(s): why? 
 When the company has identified its market 
segment opportunities, it has to evaluate different 
segments and decide one or more segments to 
enter. 
 How are the segments evaluated ? 
5. Targeting 
 Choosing the target(s) 
Attractiveness 
of the 
segment 
Objectives, 
strategy & 
resources of 
the company 
Competitive 
factors 
 FACTORS 
5. Targeting 
 Factors to evaluate the segments 
1. Single segment concentration 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 Achieve a stronger market share 
 More risky when the taste is 
changed 
5. Targeting 
 Choosing the market strategy 
 Be higher position in the target. 
 The sales cost is lower 
2. Selective specialization 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 Selective products for selective 
segments. Each promises to be 
a moneymaker. 
 It costs much for marketing 
programs 
 Diversify the firm’s risks if one 
segment is less profitable. 
5. Targeting 
 Choosing the market segments 
3. Product specialization 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 One product for some segments. 
 Build a stronger reputation 
 The risk occurs when the 
product is substituted 
5. Targeting 
 Choosing the market segments 
4. Market specialization 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 One segment with some 
products. 
 Build a stronger reputation in 
the target. 
 The risk occurs when the 
customer group have its 
purchasing budget cut. 
5. Targeting 
 Choosing the market segments 
5. Full market coverage 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 Serve all customer groups 
with all the products they might 
need. Only large firm can 
undertake this strategy. 
5. Targeting 
 Choosing the market segments 
6. Positioning 
 POSITIONING 
Getting into the mind of the consumers 
 How do consumers buy the products in 
an over-communication when they have 
no concept of it. 
 What do you look back on when mentioning 
below brands? 
6. Positioning 
 Positioning: starting 
 Positioning is what the company wants their 
consumsers to look back and think when seeing 
their product or its brand. 
 Positioning creates a specific position (compared 
to the competitors) of a product and its brand in 
the target consumers’ mind. 
6. Positioning 
 Positioning: what? 
 Positioning starts from a product, but it is not 
what we do to a product, what we do to the mind 
of the target consumers. 
6. Positioning 
 Positioning: what? 
Step 1 Defining the target customers 
Step 2 Defining core benefits of the product 
Step 3 Positioning messages 
Step 5 Implementation 
6. Positioning 
 Positioning procedure 
Step 4 Positioning statement 
2. Defining core benefits: 
 Functional: 
 Emotional: 
1. Defining the target markets 
6. Positioning 
 Positioning procedure 
How to create core benefits: 
Choose them as core benefits 
 List some outstanding needs and wants of the 
targets which are relevant to the products or 
services. 
 Evaluate and decide the one or two that firm can do 
the best. 
6. Positioning 
 Positioning procedure 
Core benefits should be: 
 differentiated from competitors. 
 that target customers are willing to pay for this. 
 that firm can carry out and make profits. 
6. Positioning 
 Positioning procedure 
Please define core benefits of Mem Mai Co: 
 Mem Mai Company produces tissue. Their targets 
are the girl students from 15 to 23 years old, living in 
the outskirts. 
6. Positioning 
 Positioning procedure 
 Impressive 
 Short and easy to remember 
 Meaning 
 Look back on the benefits 
 Consistent 
6. Positioning 
 Positioning: what? 
3. Positioning messages 
Slogan is used as a key message to the targets. 
4. Positioning statement 
 A good positioning statement will define the 
direction of the brand development of the company. 
 This statement should answer below questions? 
6. Positioning 
 Positioning procedure 
 For the girl students from 15 to 23 years old, 
living in the outskirts. 
 Who are interested in the physical benefits of the 
product and very sensitive to the price. 
 Brand Soft Tissue, the best meet the demand of 
personal hygiene care. 
 This brand is much better than others due to the 
very competitive price and acceptable quality 
(Dat Viet Golden Star awarded). 
6. Positioning 
 Positioning statement: e.g 
Big tissue – small money 
 All media and marketing activities are based 
on the the positioning statement so we can 
send a consistent message to the targets. 
6. Positioning 
 Positioning procedure 
6. Brand and branding 
 Brand and branding 
1. Brand vs trademark 
2. Branding concepts 
3. The importance of brand to the customers 
4. Branding procedure 
5. Intellectual Property Protection 
7. Brand and branding 
 Brand,. 
7. Brand and branding 
 Brand and trademark concepts 
Trademark. 
7. Brand and branding 
 Brand vs Trademark 
Brand Trademark 
Branding, the process of creating a unique, 
positive and recognizable identity for a product 
or service. 
7. Brand and branding 
 Branding 
1. Risk avoidance 
7. Brand and branding 
 The importance of brand to the customers 
 Physical: spend a lot of money and get 
unexpected quality so the famous brands are 
often the best choice. 
 Time: the risk happens when it is too late. Eg 
see doctor. 
 Personal security: health (hygiene, nutrition) 
2. Self-image projection: externally show off. I 
want the people to think of who I am or how 
stylish I am. 
7. Brand and branding 
 The importance of brand to the customers 
3. Self-assertion process: internally affirm myself 
with my own personality. 
Brand makes customers: 
• Faster buying decision 
• Safe and trusted feeling. 
7. Brand and branding 
 Branding procedure 
1. Brand vision 
3. Brand positioning 
2. Brand strategy 
5. Media campaign 
6. Brand evalution & adjustment 
4. Brand identity system 
2. Brand strategy 
 Strategy, tactics of a firm to compete with the 
competitors based on the competitive advantages to 
reach the objectives. 
7. Brand and branding 
 Branding procedure 
1. Brand vision 
7. Brand and branding 
 Branding procedure 
4. Brand identity system, a set of association 
which the firm wants to keep in the mind of the 
customers via their product, name, logo, 
slogan... 
7. Brand and branding 
 Branding procedure 
3. Brand positioning 
5. Media campaign 
 Budget for promotion 
 Media plan: choose suitable advertising, PR 
7. Brand and branding 
 Branding procedure 
6. Brand evaluation and adjustment 
Evaluated via awareness levels and clear 
association in the mind of the targets by a survey 
1. Industrial property 
7. Brand and branding 
 Intellectual Property Protection 
2. Copyright: