MARKETING
Luu Nhat Huy, MBA, B.Sc.
University of Technology – Vietnam National University
URL: />PART 1: OVERVIEW
1. Definition Marketing
2. Orientations
3. Roles of Marketing
4. Key concepts
Marketing
–
Luu Nhat Huy
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DEFINING MARKETING
Marketing is a societal process by which
individuals and groups obtain what they need and
want through creating, offering, and freely
exchanging products and services of value with
others.
- Philip Kotler
 Philip Kotler & Gary Amstrong, 2007
 “The process by which companies create value for
customers and build strong customer relationships in
order to capture value from customers in return”
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Marketing
–
Luu Nhat Huy
ANOTHER DEFINITION
SIMPLE MARKETING SYSTEM
Industry
(a collection

Human
resources
b. Marketing as a more
important function
Finance
Human
resources
Marketing
Production
EVOLVING VIEWS OF MARKETING’S ROLE
c. Marketing as the
major function
Marketing
Production
d. The customer as the
controlling factor
Customer
EVOLVING VIEWS OF MARKETING’S ROLE
e. The customer as the controlling
function and marketing as the
integrative function
Customer
Marketing
Production
DETERMINANTS OF CUSTOMER DELIVERED VALUE
Image value
Personnel value
Services value
Product value
Total

Place
PART 2: EVIRONMENT
MIS AND MKT RESEARCH
1. MKT Environment
2. MIS
3. MR
4. Type of MKT research
Marketing
–
Luu Nhat Huy
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Marketing
–
Luu Nhat Huy
MARKETING ENVIRONMENT
Political factors
Legal and regulations
Social/cutural factors
Technological
factors
Economic
factors
C
Customer
Competitors
Supplier Distributor
MIS
 A marketing information system (MIS) consists of
people, equipment, and procedures to gather, sort,

customers, competitors and the market.
 Market research can help create a business plan,
launch a new product or service, fine tune existing
products and services, expand into new markets etc.
...
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Marketing
–
Luu Nhat Huy
MARKET RESEARCH
THE MARKETING RESEARCH PROCESS
Defining the
problem and
research
objectives
Developing
the research
plan
Collect the
information
Analyze the
information
Present the
findings
SECONDARY-DATA SOURCES
 Internal Sources
 Government Publications
 Periodicals and Books
 Commercial Data
 On-Line

MODEL OF BUYING BEHAVIOR
Buyer’s decision
process
Problem recognition
Information search
Evaluation
Decision
Postpurchase
behavior
Other
stimuli
PEST
Buyer’s
characteristics
Cultural
Social
Personal
Psychological
Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Marketing
stimuli
4P