LECTURER : Assoc NGUYN MINH TUN Ph.

BASIC MARKETING
1. Subjects name : BASIC MARKETING
2. Subjects code
: 2114072005
3. Number of credit : 2
4. Level : sophomore (second-year student)
5. Time distribution:
- In class
: 2 (30 periods)
- Lab
: 0 period
- Practice
: 0 period
- Self-study
: 4 (60 periods)
6. Prerequisite: no

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 assessment

Attendance: from 80% periods
Discussion: in group
Group essay (tuannckh@yahoo.com.vn)
Presentation: representative of the group
Regular tests (no)
Midterm test
Final test

10. Learning materials and reference

Learning

materials:

[1] Textbook MARKETING CAN BAN, PGS.TS

Nguyn Minh Tun. NXB Lao ng Xa h i.
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)

CHAPTER 1: OVERVIEW OF MARKETING

I.

The origin of Marketing

II. Some concepts in Marketing

III. Basic contents in Marketing
IV. Marketing management
V. Marketing environment
VI. Marketing information system
VII. Marketing research

What is marketing?

Financing

Accounting
Transporting
Selling

Advertising
Buying
Production
Storing

Training
Pricing

I. The origin of Marketing

The 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 seller

Both are conflict relationships

To survive and develop, all the producers have to

solve that conflict:
- Respect the customers
Sell what customers need
Undestand 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.

II. Some concepts about Marketing

2.1 Marketing concept
Marketing 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 way

Let find out needs and attempt to satisfy it
Love your customers, not love products
Always listen, always understanding
(Frudential)
We do it all for you (Toyota)

* The right
goods
* The right
people
GETTING
place

* At the right
* At the right

time
* At the right
price

* Improves the quality of

life
The
to
value
of
marketing
utility

* Distributes technology
the people
* Creates form, place,
time and product

* Provides choices
among products and
services

TYPE

FOCUS

MACRO
Study of marketing
MARKETING within a countrys or a
society economic system

MICRO
Study of marketing
MARKETING within enterprises
competitive factors

2.2 Key terms

Nhu 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

Needs
Wants
Demand

Marketing

Market

Exchange

Needs, Wants, Demands are origin of

Marketing

Retailing and whole selling are not only

intermediary distributions but also are
Marketing intermediary supports

Consumer is the center of all Marketing

activities.

2.3 The nature of Marketing

Marketing 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:

HUNGER

EAT

Needs

RICE

Tm

PHO

Pho
24

BREAD

French

Wants

Demands

Needs: is a state of feeling lack of some

basic satisfaction. It is human nature.
Wants: is the desire to get things may
satisfy
Demands: is desirable to have solvency

Requirement = Needs + Wants + Payment

There 5 kinds of Needs:

1. Stated Needs
2. Real Needs
3. Unstated Needs
4. Delight Needs
5. 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 demand
2. 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

Complicated

Self-fulfillment
Egotistic Needs
Social Needs

Kinds of need

Safety Needs
Physiological Needs

Simple

Maslow'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 cost

Consumer value is a core of Marketing concept
V: Customer value
B: 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.
Beginning

Focus

SELLING

From the
Product
manufactory

MARKETING

From the
market

Methods

Result

Selling and Interest

promotion through sales

Customer Solutions

Interest
through
customer
satisfaction

Selling
- Focus on product

- Manufacture products,
find ways to sell them
-

Product quality trend

Plan short-term trend

- Emphasize sellers needs

Marketing
- Focus on customers wants

and needs
- Define customers wants and
needs, find ways to satisfy
them.
- Profit trend
- Plan long-term trend.
- Emphasize buyers wants

Theodore Levitt:Sales focus on the needs of the

seller, while marketing focuses on the needs of

2.7 Purpose of Marketing

Marketing helps to set up exchanges where
both parties feel they have benefited

2.8 Target of Marketing

1. To satisfy customers in the way they want.
2. To made customers be loyal voluntarily
3. To attract more customers depending on their excitement
4. To create new relationships with customers
5.To attract customers by using advantage competition
6. To achieve long-term profit through customers
7. To maximize quality of life.

III. Basic concept of Marketing

3.1 Marketing Mix
Price (P2)

Product (P1)
- Quality
- Shape
- Feature
- Brand
- Packing
- Size
- Service

- Level of prices
- Discount
- Credit
- Payment.

Marketing
Mix

Place (P3)
- Channels
- Intermediary
- Classify
- Arrange
- Stored
- Transport

Promotion (P4)

Target Market

- Advertisement
- Promotion
- Public relations
- Personal selling
- Marketing

M hinh4Cs
4Ps cua
Mc Carthy
Model
of Lautherborn

Marketing 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:

4Cs a consumer
oriented approach:

Product

Customer value

Price

Cost to a custoner

Place

Convenient to.

Promotion

Communication to
a customer

3.2 Role of Marketing in business operation

Perspective 1

Perspective 2

Perspective 3

Perspective 4

Perspective 5

IV. Marketing management

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 management

In fact, Marketing management is needs
management with the ability of solvency

4.3 Steps to carry out marketing management

Analyze
marketings
chances

Set up goals
and design
marketing
strategy

Set up
marketing
program

Organize
and check
marketing
activities

4.4 Marketing Plan

1. To sum up the plan for leader
2. Updating initial information, figures of market,
competitive products
3. Analyzing SWOT: opportunities, threats, strengths,
weaks of products)
4. Defining strategy aims of sales, market shares,
profits
5. Marketing Strategy
6. Action plan (5W, 1H)
7. Predicting the efficiency (anticipating expense,
benefits)
8. Controlling the ways for supervision the action
process

Population
Nature

Culture

ENTERPRISE
Law

Economy
Technology

COMPANY

Enterprises
Marketing
Intermediaries

Suppliers
Competitors

Public

Customers

VI. Marketing Information System

- 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 system
2. Marketing intelligence system
3. MDSS-Marketing decision support system
4. Marketing research

Marketing Information System

Marketers

Analysis

Information development
Necessary
Of
Marketing

Internal
record
system

Marketing
Intelligence
system

Planning

Doing
Control

Information
distribution

Marketing
Decision
support
system

Marketing
Research

Marketing
Environment
Target
Market
Marketing
Channel
Competitor
Public
Macro
Marketing

VII. Marketing Research

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

 Quantitative and Qualitative Research

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.

Research data is classified into 2 main types:

1. Secondary data
2. Primary data
- Observation

- Discussion
- Interview
- Questionnaire

Marketing Research Process

1. Define Marketing Objective
2. Define necessary information for research
3. Identify information Resource
4. Use information collection method
5. Collect information
6. Analyze collected information
7. Write and present result of the marketing research report

Maketing
manager

* Plan
* Organize
* Direct
* Control

Consumer behavior : hnh vi tiu dng

Consumer market : TTSP tiu dng

Industrial Market : TTSP cng nghip

Producer market

Market segmentation : phn khc TT

Target marketing : TT mc tiu

: TTSP cc nh SX

Household

Concentrated : tp trung

Motivation (n)

Position (n)

: h gia nh
: ng c
: 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 corporation
6/ Represent a public relation strategy of a
company.

7/ Represent product strategy of a computer

manufacturing company
8/ Represent advertising strategy of a cell phone
manufacturing company
9/ Represent public relation strategy of Hong Anh
Gia Lai Group.
10/ Represent Marketing mix strategy of Trung
Nguyn Group.
Deadline : 08/02/2012

Chapter 1
In the formula V = B/p , what is V ?:
a/ Manufacture value
b/ Seller value
c/ Enterprise value
d/ Customer value
Note:
- 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 user
b/ Performance of business activities that direct the flow
of goods and services from producer to distribution
channel or user
c/ Performance of business activities that direct
the flow of goods and services from producer to
consumer or user
d/ 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.BFB7D

1/ 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 ca
Cng ty Samsung v Sony.
6/ Hy trnh by 2 s kin quan trng m mt s
cng ty thc hin.

TIU LUN HUI.BFB7C

1/ 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 ty
Toshiba v LG.
6/ Hy trnh by 2 s kin quan trng m mt s
cng ty thc hin.

TIU LUN HUI.BFB7B

1/ 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 ty
P&G v Unilever.
6/ Hy trnh by hot ng quan h cng chng
(Public Relation) ca mt s cng ty.

TIU LUN HUI.BFB7A

1/ 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 ty
gch ceramic ng tm v gch ceramic America.
6/ Hy trnh by hot ng quan h cng chng
(Public Relation) ca mt s cng ty.