NATIONAL ECONOMICS UNIVERSITY

FALCUTY OF MARKEITNG
MARKETING DEPARTMENT
Add: Room 1305 A1 Building, 207 Giai Phong Road

MARKETING IN ENGLISH
CODE: MKMA1105
DURATON: 3CREDITS
LESSON PLAN
Duration
No. Content Duration
L P
1 Chapter 1: Marketing concept and process 6 4 2
2 Chapter 2: Marketing information systems and marketing research 3 2 1
3 Chapter 3: Marketing environment 6 4 2
4 Chapter 4: Buyer behavior 3 2 1
5 Chapter 5: Customer – driven marketing strategy STP 3 2 1
6 Chapter 6: Marketing planning and strategy 3 2 1
7 Chapter 7: Products and brands 3 2 `1
8 Chapter 8: Pricing 3 2 1
9 Chapter 9: Distribution channel 3 2 1
10 Chapter 10: Integrated Marketing communication 3 2 1
11 Chapter 11: Services marketing 6 4 2

12 Chapter 12: International marketing 3 2 1

 Marketing Department
Marketing in English

CHAPTER 1

MARKETING CONCEPT AND PROCESS

CONTENT

1.1. BASIC MARKETING CONCEPTS

1.2. MARKETING MANAGEMENT
1.3. THE CHANGING MARKETING LANDSCAPE
 What Is Marketing?

Marketing is a process by which companies create value

for customers and build strong customer relationships
in order to capture value from customers in return.
Non-profits must also perform marketing.
Marketing must both attract new customers and build
relationships with current customers.
Most people think of marketing as selling and/or
advertising. Its focus is really on satisfying customer
needs → develops products that provides customer
value; prices, distributes, and promotes effectively →
easily sells.
Define
marketing and
discuss how it
is more than
just “telling
and selling”
What Is Marketing?
The Marketing Process
their customers’ needs, wants, and demands.
* The best marketing companies go to great lengths to learn and understand
s
• Human wants that are backed by buying power
Demand
• The form of human needs take as they are shaped by culture and
individual personality

Wants
Customer Needs, Wants, and Demands
• States of deprivation
• Physical—food, clothing, warmth, safety
Understanding the Marketplace and Customer Needs
• Social—belonging and affection

Needs
• Individual—knowledge and self-expression
Understanding the Marketplace and Customer
Needs
Marketing has been criticized because it “make
people buy things they don’t really need” Refute or
support this accusation?
 Understanding the Marketplace
and Customer Needs
Market Offerings - some
combination of products,
services, information, or
experiences offered to a
market to satisfy a need or
want.
 Understanding the Marketplace
and Customer Needs

Exchange is the act of obtaining a desired

object from someone by offering something in
return.
 Exchange

GOODS PAYMENTS

Marketer Customer
 Understanding the Marketplace
and Customer Needs

Markets are the set of actual and

potential buyers of a product
 Marketing system

Company

Intermediaries Consumers
Suppliers

Competitors

ENVIRONMENTAL FORCES
©2012 Pearson Education
The Marketing Process
 Customer driven marketing
Strategy
MARKETING MANAGEMENT

SELECTING CUSTOMERS

CHOOSE VALUE PROPOSITION

©2012 Pearson Education

 Designing a Customer-Driven Marketing Strategy
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?
 Designing a Customer-Driven
Marketing Strategy

Selecting Customers to Serve

(1) Market segmentation refers to dividing the

markets into segments of customers
(2) Target marketing refers to which segments to
go after
Designing a Customer-Driven Marketing Strategy
Choosing a Value Proposition
Value proposition:
The set of benefits or
values a company
promises to deliver to
customers to satisfy
their needs
 Designing a Customer-Driven Marketing
Strategy
Who is Lexus’
customers?
What is Lexus’ value
proposition?
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations

Productio Product Selling Marketing Societal

n concept concept concept concept concept

* Over time five alternative concepts have developed under

which organizations design and carry out their marketing
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Production concept is the idea that
consumers will favor products that are
available or highly affordable.

* Management should
focus on improving
production and
distribution efficiency.
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Product concept is the idea that
consumers will favor products
that offer the most in quality,
performance, and innovative
features.
→Organization should therefore
devote its energy to making
continuous product
improvements.
 Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Selling concept is the idea that consumers
will not buy enough of the firm’s products
unless it undertakes a large scale selling and
promotion effort.
The concept is typically practiced with unsought
goods—those that buyers do not normally think of
buying, such as insurance or blood donations.
These industries must be good at tracking down
prospects and selling them on product benefits.
 Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Marketing concept is the idea that achieving
organizational goals depends on knowing the needs and
wants of the target markets and delivering the desired
satisfactions better than competitors do.
 Under the marketing concept, customer focus and value
are the paths to sales and profits.
 The job is not to find the right customers for your
product but to find the right products for your customers.
 Customer-driven marketing is about understanding
customer needs and creating products and services that
meet existing and latent needs.
 Designing a Customer-Driven Marketing
Strategy
Marketing Management Orientations
Societal marketing concept is the idea that a
company should make good marketing
decisions by considering consumers’ wants,
the company’s requirements, consumers’ long-
term interests, and society’s long-run interests.
The societal marketing concept questions
whether the pure marketing concept overlooks
possible conflicts between consumer short-run
wants and consumer long-run welfare.
The societal marketing concept holds that
marketing strategy should deliver value to
customers in a way that maintains or improves
both the consumer’s and the society’s well
being.
Designing a Customer-Driven Marketing Strategy
 Designing a Customer-Driven Marketing
Strategy
Review the five alternative
concepts under which
organization design and carry
out their marketing strategies.
Now take a look at one of the
mobile phone dealerships.
Which one of these five
concepts do you believe they
ate typically employing?
Why?
The Marketing Process
 Preparing an Integrated Marketing Plan and Program
Integrated marketing program:
comprehensive plan that
communicates and delivers the
intended value to chosen
customers.
The marketing mix: set of tools
(four Ps) the firm uses to
implement its marketing strategy. It
includes product, price, promotion,
and place
The Marketing Process
 Building Customer Relationships
Customer Relationship Management (CRM)

The overall process of

building and maintaining
profitable customer
relationships by
delivering superior
customer value and
satisfaction.
 Building Customer Relationships
Relationship Building Blocks: Customer Value and Satisfaction

Customer Value: the customer’s

evaluation of the difference between all
the benefits and all the costs of a market
offering relative to those of competing
offers
Customers often do not judge values and
costs “accurately” or “objectively.”
Customers act on customer perceived
value.
 Building Customer Relationships
Relationship Building Blocks: Customer Value and Satisfaction

Customer SATISFACTION
satisfaction
depends on the
product’s

Performance
Expected
perceived level
performance
relative to a
buyer’s
expectations. DISSATISFACTION
Building Customer Relationships
Customer Relationship Levels and Tools

Basic Relationships are often

Basic
used by a company with many
Relationshi
low-margin customers.
ps
Full Partnerships are used in
Full markets with few customers
Partnership and high margins, sellers want
s to create full partnerships with
key customers.
The Marketing Process
Capturing Value from Customers
Customer loyalty and retention
Share of market and share of customer
Customer equity
 Capturing Value from Customers
Creating Customer Loyalty and Retention
Companies not only want customers to be
satisfied but also want them to retain and
be loyal with the companies.
Customer lifetime value is the value of
the entire stream of purchases that the
customer would make over a lifetime of
patronage.
A company can lose money on a specific
transaction but still benefit greatly from a
long-term relationship
 Capturing Value from Customers
Growing Share of Customer

Share of customer is the

portion of the customer’s
purchasing that a company
Sales to
gets in its product
your firm
categories.
 Capturing Value from Customers
Customer equity is the total
combined customer lifetime values
of all of the company’s current and
potential customers. Clearly, the
more loyal the firm’s profitable
customers, the higher the firm’s
customer equity.
Customer equity may be a better
measure of a firm’s performance
than current sales or market share..
So, What Is Marketing? Pulling It All Together