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English is the third-most widely spoken language in the world as of 2023 and the primary language of much of the developed world, including the United ...
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PhD. Nguyen Thi Mai Anh
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▪ Selling? ▪ Advertising? ▪ Sales promotion? ▪ Market research? ▪ PR? BIAS OF MARKETING 1.1 WHAT IS 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)
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
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
KEY CONCEPTS ❖ PRODUCTS & SERVICES: Products is anything that is offered to the market for sale or consumption
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: 15 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 16
EXCHANGE AND RELATIONSHIP EXCHANGE The act of obtaining a desired object from someone by offering something in return. 19 RELATIONSHIP Marketing consists of actions taken to create, maintain, and grow 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 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 20
TYPES OF MARKET 21 22
25 MARKETING
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