University of Technical Education

University of Sunderland

Chapter 1

Markets and Marketing

HO CHI MINH CITY 2009

OUTLINE
1- Marketing Orientation
2- The Marketing Mix
3- Marketing Management
4- Marketing and Society
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1- Marketing Orientation
Definitions of marketing
Definition 1 (from CIM = Chartered Institute of
Marketing): the management process of
identifying, anticipating & satisfying customer
requirements efficiently and profitably.
Definition

2 (from AMA = American

Marketing Association): the process of
planning and executing the orientation,
pricing, promotion, and distribution of goods,
services, and ideas to create exchanges that
satisfy customer and organizational goals.
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The Marketing concept

Customer orientation
Co-ordination of market led
activities
Profit orientation

The different orientations in

modern practice
Marketing orientation
Production orientation
Sales orientation

Activity
Think of two organisations that you
have direct knowledge of. Are they
market oriented or not? What
activities show market orientation.

2- The Marketing Mix

Marketing is the ability of an
organisation to provide the right
product, at the right price via the right
outlets (place) and presented in the
right way (promotion)

Product strategies
1. Who is the product aimed at?
2. What benefit will they expect?
3. How do they plan to position the
product within the market?
4. What differential advantage will the
product offer over their competitors?
Next
Next

The physical aspect

The functional aspect

Three product aspects

The symbolic aspect

Next
Next

The core product

(description)

The actual product

(physical features)

Product

The augmented product

(benefits such as delivery,
servicing)

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Pricing strategies
Penetration pricing
Skimming pricing
Competition pricing
Product line Pricing

Next
Next

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Fixed costs
Cost

Price

Variable costs

The level of competitors prices

The effect of price on consumers
perception
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Place strategies
MANUFACTURER

MANUFACTURER

WHOLESALER

RETAILER

CONSUMER
Indirect distribution

CONSUMER
Direct distribution

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Place

Distribution channels

Wholesaler, retailer

Agents and brokers

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Promotion Strategies
Advertising

Promotion

Personal selling
Sales promotion
Publicity
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The marketing mix for services

Process
Physical evidence
People

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The 7Ps of the marketing mix

Product

Price

Process

The marketing
mix

Promotion

Physical
evidence

People
Place
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3- Marketing management
Analysis
Planning
Control

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Co-ordinating
marketing activities
Marketing
department
Having relationship
with other
departments
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4- Marketing and Society

The societal marketing concept is a
management orientation that holds that the
key task of the organisation is to determine
the needs and wants of target markets and
to adapt the organisation to delivering the
desired satisfactions more effectively and
efficiently than its competitors in a way that
preserver or enhances the consumers and
societys well-being.

customers
community
Responsibilities
to stakeholder

employees
supplier
competitors
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Questions
1. What is the marking concept?
2. What are the four Ps?
3. What is Societal marketing?

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