KRD1
Knowledge Review & Discussion
Marketing in
a Nutshell
(Introduction to Marketing)
Prepared by Kim Du
Objectives & Key terms
1. Define Marketing and Steps in Marketing Process
2. Customer Need, Want, and Demand
3. Customer Driven Marketing Strategy
• Production, Product, Selling, and Marketing Concepts
4. Marketing Strategy and Marketing Mix
5. SWOT Analysis
1. Define Marketing and
Steps in Marketing Process
- What is Marketing?
à The process by which companies
à create value for customers and society,
à capture value from the customers in return.
- Marketing Process
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
2. Understand Customer
Need, Want & Demands
- Customer Needs, Wants, and Demands
States of deprivation
• Physical—food, clothing, warmth, safety
Need • Social—belonging and affection
• Individual—knowledge and self-expression
v Maslow's Hierarchy of Needs
= a powerful tool to tap into consumer psychology
Form that needs take as they are
Want shaped by culture and individual
personality
Demand Wants backed by buying power
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
2. Understand Customer
Need, Want & Demands
- Customer Needs, Wants, and Demands
It’s afternoon. When you’re hungry, you Need FOOD.
Talking about the specific kind of food, you Want
-- shaped by culture and individual personality
In economics, demand is the quantity of a
Demand good that consumers are willing and able
to purchase at various prices during a
given period of time.
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
3. Customer Driven Marketing Strategy
- Marketing Management - Marketing Management Orientation
The art and science of choosing target Production concept
markets and building profitable • Production and distribution efficiency
relationships with them. Product concept
• What customers will we serve? • Quality, performance and innovative features
• How can we best serve these • Continuous improvements à Marketing myopia…
customers? Value Proposition Selling concept
• Pushing sales volume > Customer relationships
• Quantity > Quality
Marketing concept
understand and create
• Needs à Wants à Demands
Societal Marketing concept
• Individual wants also satisfy social needs
• My consumption is “good”
4. Marketing Strategy & Marketing Mix
- What is Marketing Strategy?
à The marketing logic
à which the company hopes to create customer value
à and achieve profitable relationship.
- STDP - Marketing Mix – 4Ps
§ Segmentation § Product
§ Targeting § Price
§ Differentiation § Promotion
§ Positioning § Place
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
4. Marketing Strategy & Marketing Mix
What How much
How Where
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
5. SWOT Analysis
Internal
distinctive competence of an organization constraints that hinder
is more than what it can do movements in certain directions
refer to favorable external factors that could an unfavorable trend that has the
give an organization a competitive advantage potential to do harm to the organization
External
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
In the past, most Indians lived in rural areas where they used to clean their teeth
with leaves of a plant. When Colgate entered this big market, they applied the following strategy:
COLGATE IN INDIA
At first, they hired van drivers to go to every village; on each van they played radio advertisements
which educated Indians about the use of toothpaste to build up confidence and create more gender
ACTIVITY:
attraction. Then instead of selling toothpaste in normal packages
at more than $2 each, they made small tubes of toothpaste priced
at below 50 cents. Colgate made huge success with this strategy.
Questions:
1. Identify needs of people living in rural areas in the case.
2. How did Colgate create a want and a demand?
3. Do you think Colgate had a smart marketing strategy?
Why or why not?
Assume the context is during the
OMACHI INSTANT NOODLES
outbreak of COVID-19.
Requirements:
• S T (Group 1, 2, 3)
• O T (Group 4, 5, 6, 7)
ACTIVITY:
FOR THE NEXT CLASS
• Re-read Chapter 1 + 2
• Form groups (ISB E-learning/Groups List)
• Read Chapter 3 + 4
KRD2
Knowledge Review & Discussion
Marketing
Environment and
Marketing
Information
Prepared by Kim Du
Objectives & Key terms
1. Marketing Environment
• Micro
• Macro
2. Marketing Information System
1. Marketing Environment
• Resellers
• Physical distribution
• Marketing services agency
Environmental
• Finanancial intermediates
(Demographic, (Natural)
Cultural)
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
2. Marketing Information System
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
Requirement:
Understanding the Internal Data, Marketing Intelligence and Marketing Research
Internal Data Marketing Intelligence Marketing Research
ACTIVITY 1: MIS
What is it?
Main purposes/
Pros
Cons
Research Objectives
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
2. Marketing Information System
Marketing Research
Internal
Secondary
data
External
• Observational research
Observation • Ethnographic research
Data
• Netnography research
Qualitative
Interview
Research
Primary Focus groups
data
Survey
Quantitative
Research
Experiment
Sample
A segment of the population selected
for marketing research to represent the
population as a whole
• Who? (sampling unit)
• How many? (sample size)
• How? (sampling procedure)
Kim Du - Adapted from Philip Kotler, Gary Armstrong, Pearson Education
International School of Business (ISB) - University of Economics HCMC
What can be observed?
Where to get your info reliably?
FOR THE NEXT CLASS
• Review Chapter 3 + 4
• A1_Q1: Next KRD class (in-class Quiz), review Chapters 1234
• Read Chapter 5 + 6
