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    Marketing: Vu THN Ngocvth@uel - Edu.vn

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    Khanh Trương Lê Mai
    This document provides an overview of marketing concepts, including: 1) Marketing is defined as the process of creating value for customers and building strong customer relationships to capture value in return. It involves understanding needs, wants, and demands. 2) Key terms are discussed, including needs, wants, demands, products, values, costs, satisfaction, exchange, and market. 3) The marketing mix is introduced as the four Ps - product, price, promotion, and place.

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    Marketing: Vu THN Ngocvth@uel - Edu.vn

    Uploaded by

    Khanh Trương Lê Mai
    15 views24 pages
    This document provides an overview of marketing concepts, including: 1) Marketing is defined as the process of creating value for customers and building strong customer relationships to capture value in return. It involves understanding needs, wants, and demands. 2) Key terms are discussed, including needs, wants, demands, products, values, costs, satisfaction, exchange, and market. 3) The marketing mix is introduced as the four Ps - product, price, promotion, and place.

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    This document provides an overview of marketing concepts, including: 1) Marketing is defined as the process of creating value for customers and building strong customer relationships to capture value in return. It involves understanding needs, wants, and demands. 2) Key terms are discussed, including needs, wants, demands, products, values, costs, satisfaction, exchange, and market. 3) The marketing mix is introduced as the four Ps - product, price, promotion, and place.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    15 views24 pages

    Marketing: Vu THN Ngocvth@uel - Edu.vn

    Uploaded by

    Khanh Trương Lê Mai
    This document provides an overview of marketing concepts, including: 1) Marketing is defined as the process of creating value for customers and building strong customer relationships to capture value in return. It involves understanding needs, wants, and demands. 2) Key terms are discussed, including needs, wants, demands, products, values, costs, satisfaction, exchange, and market. 3) The marketing mix is introduced as the four Ps - product, price, promotion, and place.

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    © All Rights Reserved
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    Download as pdf or txt
    of 24

    CHAPTER 1

    MARKETING
    OVERVIEW

    VU THN
    [email protected]
    CONTENTS

    01 02 03
    What is Key Marketing
    Marketing? terms mix
    01
    What is Marketing?
    1. WHAT IS MARKETING?

    Marketing is a process by which


    companies create value for customers
    and build strong customer relationships in
    order to capture value from customers in
    return.
    1. WHAT IS MARKETING?

    Marketing is all around you, in


    good old traditional forms and
    in a host of new forms, from
    websites and mobile phone
    apps to videos and online
    social media.
    MOBILE PHONES OVER YEARS

    mid-2000s

    1990s

    Early
    2010s

    1980s
    1. WHAT IS MARKETING?
    02
    Key terms
    2. KEY TERMS

    PRODUCTS
    DEMAND VALUES, COSTS,
    SATISFACTION

    WANTS
    EXCHANGE

    NEEDS MARKET
    2.1 NEEDS

    • Needs are states of felt deprivation.


    Includes:
     physical needs for food, clothing, warmth, and
    safety;
     social needs for belonging and affection;
     individual needs for knowledge and self-
    • Needs are natural and vital for human’s survival
    • expression.
    Marketing only discovers human needs, not
    creating them.
    2.2 WANTS
    Wants are the form human needs take as they
    are shaped by culture and individual personality.

    Wants are the form human needs take as they


    are shaped by one’s society and are described in
    terms of objects that will satisfy those needs.

    e.g for food, Viet Pho/ American hamburger/


    British fish n chip
    2.3 DEMAND

    Demands are human wants that are backed by buying


    power.

    Given their wants and resources, people demand


    products with benefits that add up to the most value and
    DISCUSSION QUESTIONS

    Are the following 1. Give an example of a


    needs, wants or product (good or service)
    demand? they purchased recently.
    Traffic, luxury goods, a
    material art course, Gucci
    handbags, transportation, 2. Tell how that
    protection, eat, social product satisfied a
    status, self-defense need, want or demand.
    abilities, a Mercedes-Benz
    car
    2.4 PRODUCTS

    In marketing, Product Products can be:


    is anything offered to
    satisfy a need or want.
    ● A physical product
    What customers need
    from a physical product
    is the service it provides, ● A service: banking,
    not its tangible part airline, hotel, tax
    preparation, home
    repair services
    2.4 PRODUCTS

    PREMIUM

    PRO

    BASIC
    2.5 VALUES, COSTS & SATISFACTION

    • A product’s values are


    consumers’ evaluation about
    its overall ability to satisfy their
    needs.
    VALUES, COSTS • A product’s costs are all of the
    & SATISFACTION expense (money, time, efforts,
    etc.) that consumers pay to
    obtain its value
    • Consumers’ satisfaction is their
    feelings when they compare the
    result of their product
    consumption of their expectation
    before buying
    2.5 VALUES, COSTS & SATISFACTION

    15k 59k 110k


    2.6 EXCHANGE
    • Ways to obtain an
    object:

    Self-
    Begging making Robbing Trading/ Buying

    MARKETING
    2.6 EXCHANGE
    Conditions for exchange to happen:

    Each party has the right to


    At least
    67%
    2 parties 33% accept or decline each
    other’s proposal

    Must be s.t valuable to the other party Each party believes that they
    should or wish to trade with
    Must be able to carry out the one another
    transaction & delivery goods

    Marketing actions try to create, maintain, and grow desirable exchange


    2.7 MARKET

    A market is set of actual and potential buyers.

    Consumers market when they:

    • search for products

    • interact with companies to obtain


    information

    • make purchases
    03
    Marketing Mix
    3. MARKETING MIX
    The marketing mix is comprised of a set of tools
    known a the four Ps:
    ● Product

    ● Price

    ● Promotion

    ● Place
    3. MARKETING MIX

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