CHAPTER 1

1.What is marketing?
- A process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return
- Old view -> Making a sale= “telling and selling”
- New view-> Satisfying customer needs
- Marketers ( ng đứng sau, design label)= Salesperson (làm việc trực tiếp với
customers face-to-face)

Marketing process: 5 steps

understand consumers -> create customer value-> build strong customer relationships
->reap the rewards of creating superior customer value (=> nhận được nhiều giá trị của
khách hàng trong lâu dài )

2.Five core marketplace concepts

- Needs, wants and demands

+ Needs (Nhu cầu thiết yếu, cơ bản): basic physical needs for food,
clothing, warmth, and safety; social needs for belonging and
affection; and individual needs for knowledge and self-expression
+ Wants (mong muốn): the form human needs take as they are shaped
by culture and individual personality. Ex: People need food but
they want pork, rice, beef, soft drink.
+ Demands( yêu cầu) ( mong muốn của con ng bởi hỗ trợ thêm bởi sức
mua): : people demand products and services with benefits that add
up to the most value and satisfaction.

- Market offerings (product, services and experience) : some combination of

products, services, information, or experiences offered to a market to satisfy a
need or a want. NOT LIMITED by physical products, INCLUDING service
products. Marketing myopia ( tiếp thị cận thi) : the mistake of paying more attention to
the specific products a company offers than to the benefits and experiences
produced by these products. ( tập trung vào mong muốn nhiều hơn là nhu cầu cơ
bản)
 - Value and satisfaction: Customers choose and buy based on formed expectations
about value and satisfaction provided by market offerings. Marketers should
carefully adjust levels of expectation as low levels fail to attract new buyers,
whereas high ones disappoint.
- Exchange and relationships: Exchange involves obtaining something by offering
something else in return. Marketing includes actions that help create, maintain and
grow desirable exchange relationships with target segments involving a product,
service, idea, or other object.
- Markets:

+ A set of actual or potential buyers of a product or service.

+ Sellers constitute an industry. Consumers and customers constitute a market.
+ Consumers market when they:
• search for products
• interact with companies to obtain information
• make purchases
+ Companies’ success in building valuable relationships depends on the
marketing system which includes suppliers, competitors,marketing
intermediaries and consumers.

3.Marketing management.
- The art and science of choosing target markets and building profitable
relationships with them.
- Selecting customers to serve and choosing a value proposition.
(sẽ phụ thuộc vào lĩnh vực mà cty kinh doanh)

4.Marketing strategy
5 concepts: production, product, selling, marketing, and societal marketing concepts.
- Production concept: consumers will favor products that are available and highly
affordable => the organization should therefore focus on improving production
and distribution efficiency ( khách hàng ưu tiên các sản phẩm có sẵn (vì tiện) + giá
cả hợp lí nên cty nên cải thiện hiệu quả sản xuất=> có thêm consumers)
- Product concept: consumers will favor products that offer the most quality
performance and features and that the company should make continuous
improvements ( cty nên cải tiến liên tục để sản phẩm luôn tốt nhất=> có thêm
consumers)
- Selling concept (tập trung bán hàng): consumers will not buy enough unless it makes
a lot of selling and promotion efforts. The selling concept is typically practiced
with unsought goods—those that buyers do not normally think of buying, such as
life insurance or blood donations. These industries must be good at tracking down
prospects and selling them on a product’s benefits. ( bán đc thêm nhiều sản
phẩm khi có discount, với mặt hàng unsought bán dựa trên lợi ích sản phẩm )
- Marketing concept (tập trung khách hàng): Depends on determining the needs and
wants of the target markets and delivering the desired satisfaction more effectively
and efficiently than competitors do. The marketing concept is a
customer-centered sense-and-respond philosophy. The job is not to find the right
customers for your product but to find the right products for your customers. (mục
đích duy nhất là satisfy customer needs)

- Societal Marketing Concept: The company’s marketing decisions should consider

consumers’ wants, the company’s requirements, consumers’ long-run
interests, and society’s long-run interests.
5. Marketing Mix (4P)
- Product: Create a product that satisfies needs
- Price: Decide how much to charge for the offer
- Place: How will it be offered to consumers
- Promotion: How will it communicate to consumers
=> The firm must blend each marketing mix tool into a comprehensive
integrated marketing program that communicates and delivers the intended
value to chosen customers.

6.Customer Relationships Management

The overall process of building and maintaining profitable customer relationships
by delivering superior customer value and satisfaction.

CHAPTER 2
1.Strategic Planning.
The process of developing + maintaining a strategic fit between the company's
goals and capabilities + its changing marketing opportunities.
( cách cty tận dụng lợi thế và thích ứng với sự thay đổi của môi trường)

* Vision: see the value want to achieve

 * Mission: is a clear, concise, and enduring statement of the reasons for an
organization’s existence.

MISSION CAN CHANGE but VISION CAN NOT

Ex: “To organize world’s information and make it universally accessible are useful”
=> MISSION
“ To be the most successful and respected car company in America” => VISION

2.Company objectives and goals

- Mission needs to be turned into supporting objectives
- Marketing strategies must be developed to support objectives

3.Business Portfolio
- The collection of businesses and products that make up the company
- Best portfolio matches companies strengths and weaknesses
- Portfolio analysis is a major activity in strategic planning whereby management
evaluates the products and businesses that make up the company.
* Analyzing the current Business Portfolio
- Step 1: Identify strategic business units (SBUs).
- Step 2: Assess the attractiveness of its various SBUs.
- Step 3: Decide how much support each SBU deserves.
Growth-share matrix: A portfolio-planning method that evaluates a company’s
SBUs in terms of market growth rate and relative market share.

The now-classic Boston Consulting Group (BCG) Growth-Share Matrix

(good tool for planning)

Ansoff’s Matrix
 - Market penetration (thâm nhập thị trường): making more sales in its current
product lines and markets => maximize sale value by discount, promotion.
- Product development: offering modified or new products to current markets.( mở
rộng chi nhánh, thị trường)
- Market development: identifying and developing new markets for its current
products.
- Diversification: starting up or buying businesses outside of its current products and
markets.
* A company must downsize when businesses are unprofitable or that no
longer fit the strategy.

3.

4. Marketing Strategy and the Marketing Mix

Customer value: cost, social, marketing, past experience,

quality, price, service.
- The market consist of many types ( must determine which segments offer the best
opportunities) :
+ Consumers
+ Products
+ Needs
- Marketing strategy: is the marketing logic by which the company hopes to create
customer value and achieve profitable customer relationships.
- Market segmentation (phân khúc thị trường): is the division of a market into
distinct groups of buyers who have different needs, characteristics, or behaviors and
who might require separate products or marketing mixes.
+ Gender/age
+ Time
+ Income
+ Geographic
+ Psychological
+ Demographic
- Market segment: is a group of consumers who respond in a similar way to a given
set of marketing efforts
- Market targeting: is the process of evaluating each market segment’s attractiveness
and selecting one or more segments to enter.
- Market positioning (định vị): is the arranging for a product to occupy a clear,
distinctive, and desirable place relative to competing products in the minds of target
consumers.
- Differentiation: begins the positioning process
- Marketing mix (tactical tool): is the set of controllable, tactical marketing
tools—product, price, place, and promotion—that the firm blends to produce the
response it wants in the target market.
 4Ps

5.SWOT Analysis

6.Market Planning- Parts of a Marketing Plan

 CHAPTER 3
Marketing environment( =environmental elements
factors)
- The actors and forces outside marketing that affect marketing management’s
ability to build and maintain successful relationships with target customers.
- Microenvironment: consists of the actors close to the company that affect
its ability to serve its customers—the company, suppliers, marketing
intermediaries, customer markets, competitors, and publics.

- Macroeconomics: consists of the larger societal forces that affect the

microenvironment—demographic, economic, natural, technological, political,
and cultural forces.

CHAPTER 4
1. Marketing Research
- NOT ONLY data analysis
- MORE GENERAL than market research.
- What product/ service
 - Customer preference (ưu/sở thích của khách hàng)
- Technology
- Planning (before launching the new product into the market)
- Competitive Advantages: compare what is better than.
- To solve: sales/ profit/ market share/ performance/ brand awareness.

Marketing Research Process

- Three types:
+ Exploratory research: deep understanding, to explore what to describe
(how,why)
+ Descriptive research: miêu tả những thứ nghiên cứu.
+ Causal research: test hypotheses about cause-and-effect relationships.
- Data collection and analysis
+ SPSS Quantitative
+ SPSS Qualitative

2. Customer Insights ( Thông tin chi tiết khách

hàng)
- Fresh and deep insights into customers' needs and wants.
- Important information but difficult to obtain.
+ needs and buying motives not obvious.
+ customers can not tell you what and why.
- Better and more effective information than those existing ones.
* Customer Database:
+ Name
+ Phone/ Email
+ Address
+ How much do they spend ?
=> To put the targets ( liên quan tới planning)

3. Primary data
- Updated and Relevant.
- Primary data must often be collected and used for the specific purpose at
hand.
 - The same concerns about relevancy, accurateness, currency and impartiality
exist.

4. Secondary data
- Information that already exists somewhere, having been collected for another
purpose.
- Public data
- LOWER COST than primary data
 5. Customer Relationship Management (CRM)

- B2B: expand customer network (how customers buy our products)

- B2C: customer journey ( step-by-step), collect customer information by all sources
(web browser,...) => Goal : build stronger customer relations, analyze in depth,
Understand customers better, use to note high value customer, create offers specific
for those customers
- Information distribution:
+ Intranet (nội bộ)
+ Extranet ( trao đổi giữa nội bộ và bên ngoài)

CHAPTER 5
CONSUMER MARKET: MUA VỀ DÙNG (B2C)
BUSINESS MARKET: MUA VỀ SẢN XUẤT (B2B)
* 4 Major factors influencing consumer buyer
behaviour

* Influence giảm dần từ cultural xuống psychological, characteristics ảnh hưởng lẫn
nhau
- Cultural (hard to change):
+ Culture
+ Subculture
+ Social classes: ex: income levels.
- Social:
+ Group and Social Networks:

+ Family
+ Role and status

- Personal:
+ Age and Life- cycle stage
+ Occupation
+ Economic
+ Lifestyle
+ Personality

- Psychological

+ Motivation
+ Perception (nhận thức, am hiểu)
 Perceptual Processes
+ Learning (a process)

Types of Buying Decision Behavior

The Buyer Decision Process

*The higher involvement (đi hết step) ,the more complex the
decision is.
 CHAPTER 7
Customer-Driven Marketing Strategy

Market segmentation (homogeneous characteristic)

- Dividing a market into smaller segment:
+ Segmenting Consumer Markets

+ Segmenting Business Markets : consumer and business marketers use

many THE SAME variables to segment their markets.
Addition variables include:
- Customer operating characteristics
- Purchasing approaches
- Situational factors
- Personal characteristics
+ Segmenting International Markets
 Requirements for Effective Segmentation

Market Targeting

Differentiation and Positioning

- Product position: the way the product is defined by consumers.
- Brand perception: brand awareness, brand image, personality, equity/value.
- Competitive advantage: an advantage over competitor
+ Lower costs
+ Higher efficiency (do things right)
+ Innovation (not every company can do)
 CHAPTER 8
Product : Tangible

Service : Intangible, experiences or satisfactions. Ex: tour (

Service go with product)
* Vending machine (self-service) => market development

Three Levels of Product

*Augmented Product: higher level → charge higher price

Consumer Products

*Unsought: paid for unexpected situation

 Industrial Products
- Materials and parts : raw and manufactured materials
- Capital items: industrial products that aid in the buyer’s production
- Supplies and services: operating supplies, repair and maintenance items and
business services.

Organization, Person, Place and Social Marketing

- Activities undertaken to create or maintain or change attitudes of target consumers
towards the organization, person and particular places.
- The use of commercial marketing concepts and tools in programs designed to
influence individuals behavior to improve their well – being and that of society.

Product and Service Decisions

- Individual decisions:
+ Product benefits: quality, features, branding, packaging, labeling ( brand
name, slogan, ingredients) and design