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• PRINCIPLES OF MARKETING
• Number of credit: 3
• Lecturer: Pham Thi Thuy Mien
• Email: thuymienk3@gmail.com
• Cellphone: 0935429005
• Book: Roger A. Kerin, Steven W. Hartley and
Williams Rudelius; Marketing 9/e; Mc Graw
– Hill, 2010

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Attendance 10%

Regular test 15%

Midterm test 20%

Project 20%

Final test 35%

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• Lesson 1: Introduction
• Lesson 2: Marketing strategy
• Lesson 3: Customer behavior
• Lesson 4: Marketing Research
• Lesson 5: Segmentation, target market, positioning
• Lesson 6: Product
• Lesson 7: price
• Lesson 8: Place
• Lesson 9: Promotion
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Lesson 1: Overview about

Marketing
(Chapter 1)

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Objective
• Define Marketing and explain how Marketing
discover and satisfy customer’s need
• Distinguish between marketing mix elements
• Explain how organization build strong customer
relationship
• Describe how today’s customer relationship era
differs from prior eras oriented to production and
selling

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Content

1.1. Marketing definition

1.2. How marketing discovers and satisfies consumers

needs
1.3. The Marketing program: How customer
relationships are built
1.4. How Marketing became so important

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1.1. Marketing Relationship definition

"Marketing is an organizational function and a set of
processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.“ (AMA – 2004)

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1.1. Marketing definition

Marketing Concept:

strive to satisfy the needs of consumers

create value for customers

build strong customer relationship

while also trying to achieve the organization’s
goals

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1.2. How marketing discovers and satisfies

consumers needs
• Discovering Consumer Needs
o The challenge: Meeting consumer needs with new
products
o Consumer needs and consumer wants
o What a Market Is?
• Satisfying consumer needs

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1.2 How marketing discovers and satisfies

consumers needs
Consumer need Consumer want
• Occur when a person • A need that shaped by a
feels deprived of basic person’s knowledge,
necessities such as food, culture and personality
clothing and shelter
demand
A
A market
market consists
consists of
of people
people with
with both
both the
the desire
desire
and
and ability
ability to
to buy
buy aa specific
specific product.
product.

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1.2. How marketing discovers and satisfies

consumers needs
• Satisfying Consumer Needs
 Target Market: consists of one or more specific
groups of potential customers toward which an
organization directs its marketing program.
 The Four P’s: Controllable Marketing Mix Factors
 The Uncontrollable, Environmental Factors

Marketing plan= marketing program=

marketing mix (4Ps)

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The four Ps: Controllable Marketing mix factors

The marketing mix consists of the marketing

manager’s controllable factors—product, price,
promotion, and place (the 4Ps)—that can be used to
solve a marketing problem
• Product: goods, services or idea to satisfy customer’s
needs
• Price: The things used to exchange goods or services
• Place: Means to bring products to customers
• Promotion: Ways to communicate with customers

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Environmental Factors

Environmental factors are the uncontrollable factors

involving social, economic, technological,
competitive, and regulatory forces

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1.3. The Marketing program: How customer
relationships are built
Customer value and customer relationship
Customer value is the unique combination of benefits
received by targeted buyers that includes quality,
price, convenience, on-time delivery, and both before-
sale and after-sale service.

Loyal
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1.3. The Marketing program: How customer

relationships are built
Relationship marketing links the organization to
its individual customers, employees, suppliers, and
other partners for their mutual long-term benefits
A marketing program is a plan that integrates the
marketing mix to provide a good, service, or idea to
prospective buyers.( marketing program= marketing
plan)

CRM= CUSTOMER
RELATIONSHIP MANAGEMENT
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1.4. How Marketing became so important

 Evolution of Market orientation
 Ethics and social responsibility: Balancing the
interests of different groups

Production era

Sales era
Marketing concept era
Customer relationship
era

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The production concept

• The idea that consumers will favour products that are
available and highly affordable and that the
organization should therefore focus on improving
production and distribution efficency

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The sales concept

• The idea that consumers will not buy enough of the
firm’s product unless it undertakes a large- scale
selling and promotion effort. The concept is typically
practised with unsought goods

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The marketing concept

• The marketing managemnet philosophy that
achieving organizational goals depends on knowing
the needs and wants of target markets and delivering
the deisred satisfactions better than competitors do

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The Customer Relationship era

• The late 1990s saw the beginning of the customer
relationship era, in which organizations try to
intensify their focus on customer satisfaction over
time. the result has been creation of customer
relationship management ( CRM ), the process of
establishing long-term relationships with individual
customers to foster loyalty and repeat business

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1.Marketing Mix Marketing hỗn hợp

2.Customer’s Value Giá trị khách hàng
3.Consumer wants Mong muốn người tiêu
dùng
4.Place Phân phối
5. Consumer Needs Nhu cầu người tiêu dùng
6.Target Market Thị trường mục tiêu
7.product Sản phẩm
8.market Thị trường
9.promotion Chiêu thị

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Review question

1. Define Marketing
2. Discuss customer relationship management
3. Explain the importance of understanding customers
and the marketplace
4. Explain the difference among 4 Ps in Marketing mix

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During uncertain economic times, there are still some things that
today’s consumers just aren’t willing to give up—such as chocolate.
But as with eating out and clothing purchases, they are trading down.
That is just fine with Hershey, America’s best-known chocolate maker.
For years, riding the good times, premium chocolates grew faster than
lower-priced confectionery products. Slow to jump on the premium
bandwagon, Hershey lost market share to Mars Inc.’s Dove line. But
as consumer frugality increased during the Great Recession, the sales
of premium chocolate brands went flat. However, Hershey’s sales,
profits, and stock price increased as many consumers passed up
higher-end goods in favor of Hershey’s chocolate bars, Reese’s Peanut
Butter Cups, and Kit Kat wafers.

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Hershey seized the opportunity of this trend by running new ads

that stressed their value. It also cut costs by paring back the
varieties of products such as Hershey’s Kisses. As supermarkets
reduced the shelf space they allotted to premium chocolates,
Hershey cashed in as consumers looked to affordable Hershey
favorites to satisfy their cravings. After all, even on a tight
budget, people need to indulge at least a little.
1. Is Hershey’s resurgence based on a want or a need?
2. Evaluate the shift in chocolate sales based on benefits and
costs that customers perceive.
3. What other products are harmed or helped by the new
consumer frugality?
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Time for Team project: Part 1

1. Pick a topic that has interest for you – a family business/

a company/ a business or a product you or a friend want
to launch…
2. Write the company description in your plan and state the
reasons why your group choose this topic.

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Quiz 1
A television advertisement shows several teenagers searching
through the refrigerator for something to quench their thirst.
The refrigerator offers the youngsters many alternatives—soft
drinks, fruit drinks, sport drinks and bottles of Sunny Delight
drink. The ad, which shows the teens happily selecting Sunny
Delight over all the other product offerings, appeals to the
consumers' __________ for liquid and attempts to shape
consumers' __________ for the advertised product.
A) wants; needs
B) wants; preferences
C) preferences; needs
D) needs; wants
E) needs; preferences
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Fans of Los Angeles' professional basketball and hockey teams

can buy team merchandise through a new catalog retailer called
Team LA. The catalog carries everything a fan might want from
lapel pins priced at $5 to leather jackets priced at $4,800. The
catalog was mailed to males between the ages of 23 and 44 who
live in Southern California. These males describe the catalog's:
A.marketing mix. 
B.market aggregation strategy. 
C.marketing program. 
D.service-orientation. 
E.target market. 

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Quiz 3

Marketing programs are most closely related to:

A.customer relationship management.
B. the ease with which relationship management
can be implemented.
C. the four utilities.
D. the marketing mix.
E. mass marketing strategy.

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Quiz 4

The element of the marketing mix demonstrated when

an art gallery suggests a big-deal at the door is:
a. product.
b. price.
c. promotion.
d. place.
e. production.

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