LECTURER : Assoc NGUYN MINH TUN Ph.D

Subjects name : BASIC MARKETING Subjects code : 2114072005Number of credit : 2 Level : sophomore (second-year student)Time distribution:In class: 2 (30 periods)Lab: 0 periodPractice: 0 periodSelf-study : 4 (60 periods)6. Prerequisite: noBASIC MARKETING

7. Aims of this course:Provide some marketing concepts for students. After finishing this course, students are able to analyze factors that affect the response of customers and enterprises towards environments stimulants.Building the system of marketing-mix (product, price, place and promotion).

8. Mission of students:Attendance, discussion and examination under regulation 04/1999/Q-BGD&T and 25/2006/Q-BGD&T and current regulations of the university.- Attendance- Excercises : in class and at home- Others : at the request of the lecturer.

9. Standard of student assessmentAttendance: from 80% periodsDiscussion: in groupGroup essay (tuannckh@yahoo.com.vn)Presentation: representative of the groupRegular tests (no)Midterm testFinal test

10. Learning materials and referenceLearning materials:[1] Textbook MARKETING CAN BAN, PGS.TS Nguyn Minh Tun. NXB Lao ng Xa hi.

Reference:

11. Content of this course:Chapter 1: Overview of Marketing (3 peirods)Chapter 2: Market and Customers behaviour (6 periods)Chapter 3: Product (3 periods)Chapter 4: Price (6 periods)Chapter 5: Place (6 periods)Chapter 6: Promotion (6 periods)

I. The origin of Marketing II. Some concepts in Marketing III. Basic contents in MarketingIV. Marketing managementV. Marketing environmentVI. Marketing information systemVII. Marketing research

CHAPTER 1: OVERVIEW OF MARKETING

What is marketing?

Accounting Financing Transporting Selling Advertising Training

Buying Pricing Production Storing

I. The origin of MarketingThe appearance of production which led to the development of market.There are two relations in the market:- The relation between seller and buyer- The relation between seller and sellerBoth are conflict relationships

To survive and develop, all the producers have to solve that conflict:- Respect the customers Sell what customers needUndestand what customers want- Selling with attached gift- Applying various ideas to promote customers communication and keep track of companys selling

Reasons of Marketings origin and development: - To solve some conflict in production process. - To solve many difficulties in the process of goods consumption. - To satisfy the upgraded needs of customers.

2.1 Marketing conceptMarketing is a theory which believes that all-embracing function that links the business with customer needs and wants in order to achieve corporate goals better than the competition.

1. American Marketing Association -1960 Performance of business activities that direct the flow of goods and services from producer to consumer or user

2. Kotler -1980:Human activite directed at satisfying needs and wants through exchange processes

Other expressions of Marketing concept:Meet the needs of a most beneficial wayLet find out needs and attempt to satisfy itLove your customers, not love productsAlways listen, always understanding (Frudential)We do it all for you (Toyota)

* The right goods * The right people GETTING * At the right place * At the right time * At the right price

* Improves the quality of life The * Distributes technology to value the people of * Creates form, place, marketing time and product utility * Provides choices among products and services

TYPEFOCUSMACRO MARKETING Study of marketing within a countrys or a society economic systemMICRO MARKETINGStudy of marketing within enterprises

competitive factors

2.2 Key termsNhu cu c ban (Needs)Mong mun (Wants)Yu cu (Demands)San phm (Product)Trao i (Exchange)Thi trng (Market)Khach hang (Customer)Ngi tiu dung (Consumer)

THE VIEW OF MARKETING NeedsWantsDemand

Needs, Wants, Demands are origin of MarketingRetailing and whole selling are not only intermediary distributions but also are Marketing intermediary supportsConsumer is the center of all Marketing activities.

2.3 The nature of MarketingMarketing is a management process.Marketing activities must direct to the customer.Marketing satisfy needs and wants of customer with an effective and beneficial.The content of marketing activities including design, pricing, distribution and promotion of ideas, goods and services.

2.4 Needs, Wants and Demands:NeedsHUNGER

Needs: is a state of feeling lack of some basic satisfaction. It is human nature.Wants: is the desire to get things may satisfyDemands: is desirable to have solvency Requirement = Needs + Wants + Payment

There 5 kinds of Needs:1. Stated Needs 2. Real Needs3. Unstated Needs4. Delight Needs5. Secret Needs

Demands are divided into 3 groups:1. Existing demand: (Cu hin hu)Is a demand of customers in the current market and this demand is satisfied. We can measure the existing demand2. Latent demand: (Cu tim n)Is a demand which appears when products are available in the market with suitable marketing factors. Latent demand will equal zero and become existing demand when products are not available in the market. 3. Incipient demand: (Cu phi thai)Is a demand which appears when the current trend continues

ComplicatedSimpleKinds of needMaslow's hierarchy of needs(1943)

Commodities: are all the things that can satisfy the needs, wants and supply for the market, in purpose of drawing customers attention. Exchange: get wanted things from the someone and give another things to that person in return. Transaction: is an commercial nature exchange those valuable objects between the two parties. Market: is the collection of all existing buyers and future buyers

2.5 Value of satisfied costConsumer value is a core of Marketing conceptV: Customer valueB: Customer awareness of the products value P: Commodity price

Product quality increases + P is constant V increases When customer has needs, wants + B increases Customer will decide to satisfy needs and wants

2.6 The different between marketing concept and selling concept.

Selling- Focus on product

- Manufacture products, find ways to sell them

Product quality trend

Plan short-term trend

- Emphasize sellers needsMarketing- Focus on customers wants and needs- Define customers wants and needs, find ways to satisfy them.Profit trend Plan long-term trend.

- Emphasize buyers wantsTheodore Levitt:Sales focus on the needs of the seller, while marketing focuses on the needs of buyers

2.7 Purpose of MarketingMarketing helps to set up exchanges where both parties feel they have benefited 2.8 Target of Marketing1. To satisfy customers in the way they want. 2. To made customers be loyal voluntarily3. To attract more customers depending on their excitement4. To create new relationships with customers5.To attract customers by using advantage competition6. To achieve long-term profit through customers7. To maximize quality of life.

3.1 Marketing Mix

Product (P1) Quality Shape Feature Brand Packing Size Service

Marketing MixPrice (P2) Level of prices Discount Credit Payment.

Promotion (P4) Advertisement Promotion Public relations Personal selling Marketing

Place (P3) Channels Intermediary Classify Arrange Stored Transport

M hinh 4Ps cua Mc Carthy Model 4Cs of LautherbornMarketing Mix is a combination of marketing tools that a company uses to satisfy their target customers and achieving organizational goals.

4Ps a self-centered P approach:

Product

Price

Place

Promotion4Cs a consumer oriented approach:

Customer value

Cost to a custoner

Convenient to.

Communication to a customer

3.2 Role of Marketing in business operationPerspective 1 Perspective 2 Perspective 3

Perspective 4Perspective 5

4.1 What is marketing management?Marketing management is a process making plan and performing plan, with many activities: product design, pricing, distribution and promotion and idealize to meet client objectives and organization.(American Marketing Association)

4.2 Mission of marketing managementIn fact, Marketing management is needs management with the ability of solvency

4.3 Steps to carry out marketing management

Organize and check marketing activities Set up marketingprogram

Set up goals and design marketing strategy

Analyzemarketings chances

4.4 Marketing Plan

To sum up the plan for leaderUpdating initial information, figures of market, competitive productsAnalyzing SWOT: opportunities, threats, strengths, weaks of products)Defining strategy aims of sales, market shares, profitsMarketing StrategyAction plan (5W, 1H)Predicting the efficiency (anticipating expense, benefits)Controlling the ways for supervision the action process

COMPANY

MIS-Marketing Information System includes: human, tools, methods of colleting, classifying, analyzing and evaluating information for Marketing decision marketers. MIS has 4 main parts:1. Internal record system2. Marketing intelligence system3. MDSS-Marketing decision support system4. Marketing research

Marketing Information System

There are 3 main parts of Marketing research:1. Exploratory studies2. Descriptive studies3. Causal studies

Quantitative - Measuring information by using following questions: Who? Where? When? How many? Qualitative - Measuring information by using following questions: What? Why? How?

Marketers must have both quantitative and qualitative information. Quantitative and Qualitative Research

Research data is classified into 2 main types:1. Secondary data2. Primary data- Observation- Discussion- Interview- Questionnaire

1. Define Marketing Objective2. Define necessary information for research3. Identify information Resource4. Use information collection method5. Collect information6. Analyze collected information7. Write and present result of the marketing research reportMarketing Research Process

* Plan Maketing * Organize manager * Direct * Control

Consumer behavior : hnh vi tiu dng Consumer market : TTSP tiu dng Industrial Market : TTSP cng nghip Producer market : TTSP cc nh SX Market segmentation : phn khc TT Target marketing : TT mc tiu Household : h gia nh Concentrated : tp trung Motivation (n) : ng c Position (n) : nh v

1/ Represent product strategy of a consumer goods company.2/ Represent price strategy of a electrical appliances company.3/ Represent distribution strategy of a 2-wheels motorcycle manufactory. 4/ Represent advertising strategy of a supermarket or a company. 5/ Represent promotion strategy about soft drink of a company or corporation6/ Represent a public relation strategy of a company.

7/ Represent product strategy of a computer manufacturing company8/ Represent advertising strategy of a cell phone manufacturing company9/ Represent public relation strategy of Hong Anh Gia Lai Group.10/ Represent Marketing mix strategy of Trung Nguyn Group.

Deadline : 08/02/2012

Chapter 1In the formula V = B/p , what is V ?:a/ Manufacture valueb/ Seller valuec/ Enterprise valued/ Customer valueNote: - A student must make 5 choice question.- No sentence a,b,c are right or a,b,c are wrong

The marketing concept of American marketing association 1960 is ..a/ Performance of business activities that direct the flow of goods and services from seller to consumer or userb/ Performance of business activities that direct the flow of goods and services from producer to distribution channel or userc/ Performance of business activities that direct the flow of goods and services from producer to consumer or userd/ Performance of business activities that direct the flow of goods and services from producer to customer or places

1. WHATS EXISTING DEMANDS?

2. WHATS LATENT DEMANDS?

3. WHATS INCIPIENT DEMANDS?

4. WHATS DELIGHT NEEDS?

5. WHATS MARKETING MIX?

6. WHAT IS MASLOWS NEEDS THEORY? tuannckh@yahoo.com.vn

TIU LUN HUI.BFB7D1/ Hy trnh by chin lc SP ca mt cng ty SX sa.2/ Hy trnh by chin lc gi ca mt cng ty SX thc phm ch bin, n lin.3/ Hy trnh by chin lc phn phi ca mt cng ty SX xe 2 bnh.4/ So snh chin lc qung co ca m s cng SX nc tinh khit.5/ So snh hot ng khuyn mi SP in my caCng ty Samsung v Sony.6/ Hy trnh by 2 s kin quan trng m mt s cng ty thc hin.

TIU LUN HUI.BFB7C1/ Hy trnh by chin lc SP ca mt cng ty SX in thoi di ng.2/ Hy trnh by chin lc gi ca mt cng ty SX m phm.3/ Hy trnh by chin lc phn phi ca mt cng ty SX sa.4/ So snh chin lc qung co ca mt s cng SX ru bia.5/ So snh hot ng khuyn mi SP ca cng tyToshiba v LG.6/ Hy trnh by 2 s kin quan trng m mt s cng ty thc hin.

TIU LUN HUI.BFB7B1/ Hy trnh by chin lc SP ca mt cng ty SX bt git.2/ Hy trnh by chin lc gi ca mt cng ty SX bnh ko.3/ Hy trnh by chin lc phn phi ca mt cng ty SX hng in my (tivi, t lnh).4/ So snh chin lc qung co ca cng ty Cocacola v Pepsi.5/ So snh hot ng khuyn mi SP ca cng tyP&G v Unilever.6/ Hy trnh by hot ng quan h cng chng (Public Relation) ca mt s cng ty.

TIU LUN HUI.BFB7A1/ Hy trnh by chin lc SP ca mt cng ty SX m phm.2/ Hy trnh by chin lc gi ca mt cng ty SX xe gn my 2 bnh.3/ Hy trnh by chin lc phn phi ca mt cng ty SX gch, trang tr ni tht.4/ So snh chin lc qung co ca cng ty bnh ko Kinh v Vinabico.5/ So snh hot ng khuyn mi SP ca cng tygch ceramic ng tm v gch ceramic America.6/ Hy trnh by hot ng quan h cng chng (Public Relation) ca mt s cng ty.

* Direct