ĐỀ CƯƠNG MÔN MARKETING
TRUYỀN THÔNG MARKETING K43 A1
CHƯƠNG 1: Tổng quan về marketing
1.1. The history of marketing
1. Ancient Origins of Marketing (Pre-19th Century)
The Ancient Origins of Marketing trace back to the early days of bartering and trade in ancient
civilizations like Mesopotamia, Egypt, Greece, and Rome. These societies engaged in direct
exchange of goods and services, with early forms of marketing occurring in marketplaces and
through face-to-face communication. Merchants used persuasion to highlight the qualities of
their products, while symbols or stamps served as primitive forms of branding. In ancient Egypt,
hieroglyphics were used to advertise goods, and in Rome, public criers promoted products and
services—some of the earliest examples of advertising. As trade expanded, guilds emerged in
medieval Europe, controlling quality and prices and furthering the development of early marketing concepts.
2. The Birth of Modern Marketing (19th Century)
The Birth of Modern Marketing in the 19th century was driven by the Industrial Revolution,
which introduced mass production and transportation innovations, making goods more widely
available and affordable. With increased competition, businesses began focusing on
differentiation and branding to stand out. Early examples of branding include Quaker Oats
(1877), which used a logo to build trust and familiarity with consumers. The rise of advertising
agencies in the 1840s, like the first agency founded by Volney B. Palmer, marked a significant
step in the development of modern advertising. Market research also began to take shape, as
companies conducted surveys to understand consumer preferences, marking a shift towards a
more scientific approach to marketing. This period laid the foundation for the formalization of
marketing strategies and practices.
3. The Development of Marketing as a Discipline (Early 20th Century)
In the early 20th century, marketing began to establish itself as a formal academic discipline,
with universities like the University of Michigan and Harvard Business School introducing the
first marketing courses. By 1910, the term “marketing” appeared in academic literature, and
early theories primarily concentrated on distribution and advertising. As the field evolved, it
expanded to encompass consumer psychology, segmentation, and product differentiation. A
significant development occurred in the 1940s with Neil Borden's introduction of the Marketing
Mix, which was later refined into the 4 Ps (Product, Price, Place, Promotion) by E. Jerome
McCarthy in 1960. The post-World War II era witnessed a surge in consumer culture, driven by
television advertising and strategies focused on brand loyalty. Companies like Coca-Cola and P a g e 1 | 60
Procter & Gamble pioneered efforts to forge emotional connections with consumers, positioning
marketing as a customer-centric discipline.
4. Marketing in the Digital Age (Late 20th – Early 21st Century)
Marketing in the Digital Age transformed dramatically with the rise of the internet in the late
20th century. Businesses shifted from traditional to digital marketing, leveraging websites, email
marketing, and early forms of search engine optimization (SEO). Platforms like Google
revolutionized advertising with Google AdWords (2000), allowing businesses to target
consumers based on their search behavior. The early 2000s also saw the rise of social media
platforms like Facebook, YouTube, and Twitter, which opened new avenues for businesses to
engage directly with consumers. Content marketing and influencer marketing became key
strategies, where brands created valuable content or partnered with influencers to attract
customers. As technology advanced, big data and AI further refined marketing, enabling
businesses to use predictive analytics and personalization for more targeted campaigns.
Programmatic advertising automated the buying of ads, while omnichannel marketing integrated
various platforms to create a seamless consumer experience. This digital shift revolutionized
how marketers interact with consumers, emphasizing data-driven decisions and real-time engagement.
5 .Modern Marketing (2000s–Present)
Modern Marketing (2000s–Present) is shaped by technology and consumer-centric strategies.
Social media platforms like Instagram and TikTok revolutionized brand engagement, making
content creation and influencer marketing essential. Data-driven marketing uses AI and
predictive analytics for highly personalized campaigns, while omnichannel marketing integrates
online and offline platforms for seamless customer experiences. A growing focus on
sustainability and ethical marketing has emerged, with brands like Patagonia leading in aligning
with consumer values. Modern marketing continues to evolve, driven by technological advances
and shifting consumer expectations.
1.2. Views/Schools of Thought in Marketing Management 1. Production Concept
- The production concept, "Consumers will prefer products that are available and affordable," is
one of the earliest approaches in Marketing Management. Here, managers should focus on
expanding production, increasing market reach, and improving distribution systems. However,
this orientation is only suitable in the following cases:
- Product demand exceeds supply. Consumers are more concerned with owning the product than its quality or features.
- Product demand decreases while production costs and prices are high. In this case, companies
focus on increasing production and improving technology to reduce costs.
An example of applying this concept is Viettel Telecommunications Group. In its early days, the
company received strong support from all walks of life, especially those with average incomes. P a g e 2 | 60
The simple reason was that Viettel's services and products were cheaper than other telecom service providers at the time. 2. Product Concept
The product-oriented Marketing Management concept emphasizes creating products with good
functionality and high quality, reflecting consumer preferences. Leaders who follow this
approach focus on developing premium products and continuously improving them to meet customer demands.
However, for a product to be considered complete, it should not only possess technical quality
but also include appealing packaging design, trendy models, and reasonable pricing. Some
businesses today focus too much on perfecting products and forget the most important thing: the real needs of customers. 3. Selling Concept
The selling-oriented Marketing Management concept focuses on increasing sales and marketing
efforts so that customers feel confident and easily decide to purchase the company's products. To
achieve this, businesses need to invest heavily in promotional programs and sales strategies to boost revenue. 4. Marketing Concept
The marketing-oriented concept in Marketing Management emphasizes identifying the needs and
desires of target customers to achieve business goals. Specifically, there are four key elements in this concept:
- Understanding the target market.
- Understanding customer needs.
- Establishing a marketing mix strategy.
- Increasing company profits through effective marketing strategies.
5. Societal Marketing Concept
The societal marketing concept sets a higher standard for businesses, requiring them to focus on
social responsibility and ethical marketing, including honest advertising, community
participation, legal compliance, environmental protection, and fair competition.
Examples of Applying Marketing Concepts
To understand these concepts better, let’s look at the example of Coca-Cola:
- Production-oriented Marketing: Coca-Cola focuses on scaling up production to meet global demand.
- Product-oriented Marketing: Coca-Cola continually improves product quality and diversifies its product line. P a g e 3 | 60
- Sales-oriented Marketing: Coca-Cola implements strong sales campaigns and promotional programs.
- Marketing-oriented Concept: Coca-Cola researches new products to meet changing customer needs.
- Societal Marketing Concept: Coca-Cola integrates business development with social
responsibility, promoting sustainability and community involvement. 2. Schools
1. Traditional Marketing
This school focuses on mass media such as TV, newspapers, radio, and billboards. The goal is to
deliver the message to as many people as possible and increase brand recognition.
Key Characteristics: - Relies on traditional media.
- Mass outreach without personalization.
- Harder to measure results compared to digital channels.
Examples: TV commercials, flyers, magazines, billboards. 2. Modern Marketing
Modern marketing emphasizes customer experience and uses digital technology to personalize
and optimize marketing strategies.
Key Characteristics:
- Uses digital platforms, social media, and big data.
- Focuses on personalizing customer experiences.
- Easily measurable and adaptable based on market feedback.
Examples: Google Ads, Facebook Marketing, influencer marketing.
3. Marketing Mix (4Ps Marketing)
This school is well-known for its 4Ps model: Product, Price, Place, Promotion. It serves as the
foundation for many marketing strategies, helping businesses determine how to approach the market.
Key Characteristics:
- Builds a comprehensive strategy including product, price, distribution, and promotion.
- Focuses on balancing the four elements for optimal effectiveness. P a g e 4 | 60
Examples: Retail businesses often use the 4Ps to develop products, set competitive prices,
choose suitable distribution channels, and execute advertising campaigns.
4. Customer-Centric Marketing
This school focuses on the needs and desires of customers, using customer data to optimize
strategies and enhance user experiences.
Key Characteristics:
- Puts the customer at the center of all strategies.
- Uses data to personalize messages and services.
- Customer care is crucial for maintaining loyalty.
Examples: Amazon uses user data to recommend suitable products and optimize shopping experiences. 5. Content Marketing
This school focuses on creating and distributing valuable, relevant, and consistent content to
attract and retain potential customers.
Key Characteristics:
- Creates useful content for customers.
- Content must solve customer problems or add value.
- Often tied to SEO and digital marketing strategies.
Examples: Blogs, how-to videos, ebooks, or social media posts providing valuable information to customers.
6. Word-of-Mouth Marketing
This school relies on spreading information from one consumer to another, often through
reviews, personal recommendations, or social media.
Key Characteristics:
- Leverages consumer influence to spread the brand message.
- Requires high product and service quality to encourage customers to share.
- Can be combined with influencer marketing or referral programs.
Examples: Companies use referral programs to encourage users to refer products to friends. 7. Viral Marketing
Viral marketing is a strategy aimed at creating content or messages that spread quickly across the
internet and social media, often at a low cost. P a g e 5 | 60
Key Characteristics:
- Creates content that attracts attention and is easy to share.
- Relies on natural spread to increase brand awareness.
- Often depends on creativity and luck to maximize effectiveness.
Examples: Humorous or touching ad videos that go viral on platforms like YouTube or TikTok.
8. Experiential Marketing
This marketing school focuses on creating memorable experiences and direct interactions with
customers. The goal is to build emotional connections and long-term loyalty to the brand.
Key Characteristics:
- Creates interactive experiences or live events for customers.
- Enhances emotional engagement between customers and the brand.
- Suitable for brands aiming to build customer loyalty.
Examples: Car brands organizing test-drive events or cosmetics brands hosting free product trial events.
9. Relationship Marketing
This school focuses on building long-term relationships with customers rather than just focusing on short-term transactions.
Key Characteristics:
- Maintains continuous interaction with customers, even after the sale.
- Focuses on building customer loyalty and satisfaction.
- Customer care programs or after-sales services play a key role.
Examples: Starbucks' loyalty programs or luxury car brands' exclusive customer care services. 10. Social Marketing
Social marketing focuses on changing social behavior for the better, often used for campaigns
aimed at community benefits, such as environmental protection, public health, or education.
Key Characteristics:
- Aims to change social behavior rather than generating profit.
- Widely applied in charity, education, and environmental campaigns.
- Requires a combination of mass media and specific actions. P a g e 6 | 60
Examples: Anti-smoking campaigns, environmental protection efforts, or traffic safety awareness campaigns.
11. Data-Driven Marketing
This school focuses on collecting and analyzing data to make decisions and optimize marketing
campaigns. Data can come from various sources like social media, customer behavior, or transaction data.
Key Characteristics:
- Uses big data to understand and analyze customers.
- Personalizes marketing strategies based on individual consumer behavior.
- Easily measures and adjusts strategies based on data analysis.
Examples: Amazon and Netflix use user data to recommend relevant products and services. 1.3. Related concepts 1. Marketing
Marketing is the process of creating, communicating, and delivering value to customers and
managing customer relationships in ways that benefit the organization and its stakeholders. It
involves a wide range of activities, from conducting market research and identifying customer
needs to developing products or services, promoting brand messages, and distributing goods. The
goal of marketing is to satisfy customer needs and wants through a mix of products, services, and
experiences designed to provide value to customers. 2. Product
In marketing, the concept of a "product" is understood much more broadly than just a tangible
object. A product is anything that can be offered in the market to satisfy the needs or desires of customers. A product can include:
- Tangible products such as clothing and food …
-Intangible products. For example: insurance, repairs, and tourism.
- Customer experiences. For example: the shopping experience at a high-end store, the user experience of a mobile app.
- Intellectual property. For example: Vinamilk's new brand identity and repositioning strategy. 3. Price
- Price in marketing is more than just the amount of money a customer pays for a product or
service. It's also a tool that businesses use to achieve various business objectives.. P a g e 7 | 60
- Price is the monetary value exchanged for a product or service.
- It reflects the value that a customer perceives from the product or service.
- Price is a strategic tool used to gain a competitive advantage and attract customers.
- Price is a key component of the marketing mix, which also includes product, place, and promotion. 4. Distribution
Distribution in marketing is one of the four basic elements of the marketing mix; it is a process
of delivering products or services from the producer to the end consumer. 5. Brand
A brand is a name, term, sign, symbol, or design, or a combination thereof, intended to identify
the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Examples of brands:
- Coca-Cola: A renowned brand known for its unique handwritten logo, distinctive red color, and classic soda flavor.
- Apple: A technology brand recognized by its iconic apple logo, renowned for its sleek design and simplicity.
- Nike: A sports brand featuring the "swoosh" logo and the iconic slogan "Just Do It". 6. Compete
- Competitive marketing strategy involves using various marketing tactics, policies, and
techniques to better satisfy customer needs than competitors in order to achieve competitive market goals.
- Competition does not necessarily mean driving competitors out of business; in some cases,
competition can encourage collaboration among businesses. 7. Needs
Human needs are states of deficiency that must be satisfied first. That is what people need such
as food, clothes, housing,... to survive. These needs are not created by society or marketers. The
more the perceived deficiency increases, the greater the desire for satisfaction. 8. Wants
Wants are the form human needs take as they are shaped by culture and individual personality.
Wants arise from human physiology, but people are aware of it. Besides, people's desires are
often much more diverse than their needs. P a g e 8 | 60
For example, hunger is a feeling of lack of food in the stomach. The need for food to fight
hunger is a natural human need, but each person has their own requirements regarding the
specific characteristics of food. Some people need rice but other people need bread. 9. Demand
Demand is a natural need and desire consistent with purchasing ability. Businessmen can
discover natural human needs and desires. They can create all kinds of goods with extremely
perfect properties, but in the end they can't sell much because the cost of producing is too great,
the price is so high that people can't afford it, even though people would love to use it. Therefore,
wants become demands when backed by buying power. 10. Value
The value of a product is the consumer's assessment of its ability to satisfy their needs.
Thus, for the same product, each consumer can evaluate it with a different consumption value.
The greater the value of a product that many people value, the greater the market opportunity for
that product. Evaluating the value of goods is the first thought consumers have towards goods.
According to the consumer's perspective, The cost of a good is all the losses that consumers must
spend to obtain the benefits derived from consuming that good. 11. Market
The concepts of exchange and relationships lead to the concept of a market. A market is the set
of actual and potential buyers of a product or service. These buyers share a particular need or
want that can be satisfied through exchange relationships.
Although both buyers and sellers are required to participate in the market, marketers typically
view sellers as part of the production sector, while buyers constitute the market. Therefore, they
often use the term "market" to refer to a group of customers with specific needs and desires,
which can be satisfied by a particular type of product. Sellers must search for buyers, identify
their needs, design good market offerings,... Activities such as consumer research, product
development, communication, distribution, pricing, and service are core marketing activities. 1.4. Marketing mix 1.4.1. 4Ps
The concept of the four 4Ps has been around since the 1950s. As the marketing industry has
evolved, other 4Ps have been identified: people, process, and physical evidence.
The four 4Ps are often referred to as the marketing mix. They encompass a range of factors that
are considered when marketing a product, including what consumers want, how the product or
service meets or fails to meet those wants, how the product or service is perceived in the world,
how it stands out from the competition, and how the company that produces it interacts with its customers. Product: P a g e 9 | 60
- Product refers to a physical product or service for which a consumer is ready to pay. It includes
tangible goods like furniture; garments, grocery items, etc, and intangible products like services
purchased by consumers. The product is the key element of any marketing mix.
- Creating a marketing campaign starts with an understanding of the product itself. Who needs it,
and why? What does it do that no competitor's product can do? Perhaps it's a new thing
altogether and is so compelling in its design or function that consumers will have to have it when they see it.
- The job of the marketer is to define the product and its qualities and introduce it to the consumer.
- Defining the product also is key to its distribution. Marketers need to understand the life cycle
of a product, and business executives need to have a plan for dealing with products at every stage of the life cycle.
Product life cycle
- The Product life cycle denotes the different stages through which the sale of any product
changes in a period. There are four stages- introduction stage, growth stage, and maturity and
decline stage. A product is introduced in the market then it gains more and more customers as it
grows. Gradually the market stabilizes and the product becomes mature after some time it
declines because of the development and introduction of superior competitors and is eventually
withdrawn as shown in the figure.
- The type of product also dictates in part how much it will cost, where it should be placed, and how it should be promoted. Example:
Many of the most successful products have been the first in their category. For example, Apple
was the first to create a touchscreen smartphone that could play music, browse the internet, and
make phone calls. Apple reported total sales of the iPhone for FY 2022 at $205.4 billion. In
2021, it hit the milestone of 2 billion iPhones sold. Price
- Price is the amount the consumer must exchange to receive the offering. As the price of a
product depends on different elements and hence it changes constantly the pricing should be
dynamic so that it can bear the changes over duration. The important factor in pricing is deciding
the cost of the product, strategy for marketing & its expenses related to distribution,
advertisement expenses, or any kind of price variation in the market. Nonetheless, if there is a
change in all the variables then generally the pricing of the product may vary accordingly.
- In some cases, business decision-makers may raise the price of a product to give it the
appearance of luxury or exclusivity. Or, they may lower the price so more consumers will try it. P a g e 10 | 60
- Marketers also need to determine when and if discounting is appropriate. A discount can draw
in more customers, but it can also give the impression that the product is less desirable than it was. Example:
UNIQLO, headquartered in Japan, is a global manufacturer of casual wear. Like its competitors
Gap and Zara, UNIQLO creates low-priced, fashion-forward garments for younger buyers. What
makes UNIQLO unique is that its products are innovative and high-quality. It accomplishes this
by purchasing fabric in large volumes, continually seeking the highest-quality and lowest-cost
materials in the world. The company also directly negotiates with its manufacturers and has built
strategic partnerships with innovative Japanese manufacturers. UNIQLO also outsources its
production to partner factories. That gives it the flexibility to change production partners as its
needs change. Finally, the company employs a team of skilled textile artisans that it sends to its
partner factories all over the world for quality control. Production managers visit factories once a
week to resolve quality problems. Place
- Place includes distribution channels, warehousing facilities, mode of transportation, and
inventory control management thus it is a mechanism through which goods and services are
moved from the service provider and manufacturer to the consumer. If the product is a business
product then a business team is required to interact with different clients and ensure the
availability of the product for them. Distribution has a huge effect on profitability therefore a
firm should have an excellent supply chain and logistics management plan for distribution.
- The decision is key: The makers of a luxury cosmetic product would want to be displayed in
Sephora and Neiman Marcus, not in Walmart or Family Dollar. The goal of business executives
is always to get their products in front of the consumers who are the most likely to buy them.
- That means placing a product only in certain stores and getting it displayed to the best advantage.
- The term placement also refers to advertising the product in the right media to get the attention of target consumers. Example:
The 1995 movie GoldenEye was the 17th installment in the James Bond movie franchise and the
first that did not feature an Aston Martin car. Instead, Bond actor Pierce Brosnan got into a
BMW Z3. Although the Z3 was not released until months after the film had left theaters, BMW
received 9,000 orders for the car the month after the movie opened. Promotion
- Promotion is one of the most powerful elements in the marketing mix. Sales promotion
activities are publicity, public relations, exhibitions and demonstrations, etc. It is the marketing
manager who decides the level of marketing expenditure on promotion. Promotional activities P a g e 11 | 60
are mainly intended to supplement personal selling, advertising, and publicity. Promotion helps
the trader and sales force to represent the product to the consumers in an effective manner and
induce them to buy. Promotion consists of different blends of its components which are used to
achieve the company’s marketing goals.
- The goal of promotion is to communicate to consumers that they need this product and that it is
priced appropriately. Promotion encompasses advertising, public relations, and the overall media
strategy for introducing a product.
- Advertising is a powerful element of the promotion mix. The main aim of advertising is to
create and develop the image of a product in the market. It is one of the important tools of
competition which maintains the dynamism of industry. The promotion mix decides the
positioning of the product in the target market. It should be considered as an expenditure and
hence added to the cost of a product. Example:
The Swedish vodka brand Absolut sold only 10,000 cases of its vodka in 1980. By 2000, the
company had sold 4.5 million cases, thanks in part to its iconic advertising campaign. The
images in the campaign featured the brand's signature bottle styled as a range of surreal images: a
bottle with a halo, a bottle made of stone, or a bottle in the shape of a tree standing on a ski
slope. To date, the Absolut campaign is one of the longest-running continuous campaigns of all time, from 1981 to 2005. Summary
- All four variables of the marketing mix are interconnected.
- By increasing the price of the product, the demand for the product will be lessened and fewer
distribution points will be required. On the other hand, the product USP can be such that the
maximum concentration is on creating brand cognizance hence better pricing for a product.
- Marketers also tend to tie together promotion and placement elements to reach their core
audiences. For example, in the digital age, the "place" and "promotion" factors are as much
online as offline. Specifically, where a product appears on a company's web page or social
media, as well as which types of search functions will trigger targeted ads for the product.
- Finally, the overall marketing mix can result in dynamic modeling based on customer feedback
for improving a product and the same can be launched as the upgraded product. 1.4.2. 4Cs/4Es 4Cs History:
- The 4C marketing model was first proposed by Bob Lauterborn in an article published in Advertising Age in 1990. P a g e 12 | 60
- The 4Cs marketing mix is a framework that puts the customer at the center of our marketing strategy. Definition:
- The 4Cs marketing mix is a modern adaptation of the 4Ps marketing mix.The purpose of the
strategy is to put the customers interests ahead of the company’s.
- The 4 C’s of Marketing are Consumer, Cost, Convenience, and Communication. These 4C’s
determine whether a company is likely to succeed or fail in the long run.
- The customer is the heart of any marketing strategy. If the customer doesn’t buy your product
or service, you’re unlikely to turn a profit. Detail
- Consumer: Consumer, or the customer, is the individual who uses your product. In the 4Cs
marketing mix, the consumer is the first C. It establishes that all marketing should be customer
focused and the first C is about providing a product strategy that is customer centric. The
consumer is the center of the product strategy.
- Cost: Cost is an essential C in marketing because it can affect your return on investment.
- Convenience: Convenience refers to the consumer’s shopping experience. Convenience is
important in marketing because it helps people decide whether or not to buy a product or service.
- Communication: is conveying information and ideas from one person or group to another. In
marketing, communication is about sharing information about your company and products with potential customers.
Benefits of 4 C's model of the marketing mix
- The 4C model of marketing helps businesses of all sizes compete with each other. By
understanding your target audience, you can offer better products and services tailored to their needs.
- By incorporating the 4C’s model into your marketing communications, you’ll be more likely to
receive good customer feedback and improve your brand’s image and reputation. You’ll be able
to measure individual communications against brand policies and guidelines and devise slogans
based on your results. Aim to create a clear brand image by following these four principles.
- They encourage creativity and collaboration. The 4C’s model is not only fun, but they also foster healthy emotional
- The 4C’s approach focuses on customers and a direct line of communication between the
customer and brand. Ultimately, it makes it possible to create a brand that is a customer’s first choice..
The use of the 4C model of marketing mix P a g e 13 | 60
To be effective at marketing, your brand needs to incorporate the four Cs into your marketing
strategy. This can be accomplished by understanding how your audience perceives value and
focusing on ways to improve that value. - Know your audience - Understanding marketing
- Build a connection with your customers - Customer success operations
- Brush up your marketing skills with an online MBA in Marketing 4Es
Definition: The “4Es” of Marketing are “Experience”, “Everyplace”, “Exchange” and “Evangelism”.
Anyone familiar with Marketing theory will recognize that the 4Es draw their basic wisdom from
the famous “4Ps” mnemonic in modern marketing theory. However, in the old marketplace,
firms’ marketing needed to concentrate on balancing their Products, Price, Promotion activities
and Placement (i.e. where the products are available) in line with their segmentation. Thus,
loyalties were long term, differentiation was stark and product evolution was slower. On the
other hand, the “4E” concept reflects that today’s customer is truly king (or queen!), and each of
our buying journeys are as different as we are from each other. Detail: Experience:
Customer purchase decisions are a mix of utility fit and emotional appeal. That’s as true for
chocolates as earthmovers. The modes are different for B2C and B2B businesses, of course. A
retailer’s focus may be on the visual appeal of the store, having friendly staff at hand to put
customers at ease and answer questions, and helpful digital screens to direct customers to the
right aisles or show helpful product usage videos. B2B customers may instead care more about
seamless databases, 24×7 support and how important their vendor-partners make them feel.
Either way, customers don’t just care about product features; they care how their product
experience is in its entirety. That’s not to say that customers aren’t cost-conscious. In fact, they
have become even more so, and desire more from the transaction than just “money-for-goods”. They want an Exchange. Exchange:
They say nothing in life is free- not even free stuff! Customers understand that, yet there is a rush
every year during the Christmas discount season. The reason? Perceived value for money.
Product pricing is inevitable, but the modern customer demands more. Free giveaways like
memberships and discounts are always popular but can’t create long term differentiation.
Customers really value brands which respect them- those who value their time, respect their P a g e 14 | 60
values, support their favorite causes, or even just acknowledge them with genuineness. When a
brand succeeds, customers are willing to make an exchange. Their commitment to the brand in
exchange for the brand’s loyalty to them. Notice that this is a complete reversal of the marketing
paradigms of old, where brands committed time and resources to develop loyalty in one segment of customers. Everyplace:
In modern trade, a brand’s distribution channels are many more, and much more fluid than in
traditional business models. For example, a B2B office supply company would have segmented
clients by revenue share and directed them to either local distributors, or inhouse KAMs. In the
modern marketplace, there are still the old channels, but customers may now reach them over the
phone, their websites, social media, or even through ERP-to-ERP ordering. With so many ways
for customers to reach suppliers. Suppliers also need to ensure that their goods and services are
accessible and visible anywhere. That means they must do more to ensure superb product
experiences keeping in mind local challenges like cultural differences, buying power differences, supply chain issues, etc. Evangelism:
The dictionary defines promotion as “support or encouragement of a cause” and evangelism as
“zealous advocacy”. This conversion of merely encouraging or supporting a brand to making it a
personal mission to convince one’s fellow humans that supporting a brand is a good idea is
possibly the greatest success any brand can hope to have. That’s exactly what the last of the 4Es
suggests brands attempt to do. The idea is that if a person’s encounter with a brand, through its
product experience. The multiple “everyplace” touchpoints and exchange have been satisfying.
The result will be an active supporter of the brand who will take to recommending the brand
actively through social media. The top of mind recall when suggesting brands to their friends, etc.
CHƯƠNG 2 : Thực tế ngành nghề marketing Functions of Marketing 1. Product Planning
This involves developing and managing the company’s products and services. It includes
defining product features and benefits, researching and analyzing competitive products, and
devising strategies for product development and marketing. Additionally, it entails phasing out
underperforming products and focusing on new offerings.
Example: A smartphone company conducts focus groups to understand which features
consumers value most, helping them design the next model with improved camera quality and battery life. 2. Place Planning: P a g e 15 | 60
Selecting potential place channels and managing the place system to ensure products are
delivered to the right place, at the right time, and in the right quantity.
Example: A clothing retailer partners with online marketplaces to ensure their products are
available in various locations, making it easier for customers to find and buy their items. 3. Promotion Planning
Creating awareness and motivating purchases from customers. This includes using promotional
tools such as advertising, sales, and communication to promote products or services and foster
positive customer interactions.
Example: A new restaurant launches a social media campaign with giveaways and special
events to create buzz and encourage people to visit during opening week. 4. Pricing Strategy
Researching, analyzing, and evaluating products and markets to formulate appropriate pricing
strategies for each product stage and target customer segment.
Example: A software company offers a free trial for its product, allowing users to test it before
deciding on a subscription plan that meets their needs.
5. Marketing Control and Evaluation
This function is crucial for reviewing the entire marketing process and identifying corrective
actions when issues arise during the implementation of strategies.
Example: A beverage brand analyzes sales data and customer feedback after a promotional
campaign, identifying areas for improvement for future marketing efforts. Roles of Marketing
1. Marketing Helps Businesses Understand Customers
Today, marketing plays a crucial role in helping businesses gain a deeper understanding of what
customers want and need. Through various research methods, companies can identify customer
needs, which serve as the foundation for their marketing activities.
To better understand customers, businesses must gather information through sales teams, points
of sale, or market research. This data collection can be significantly enhanced through social
media. By doing so, businesses can offer products and services that meet the diverse needs of their customers.
Example: A coffee shop uses surveys on social media to find out what flavors customers prefer,
allowing them to create new seasonal drinks.
2. Marketing Helps Businesses Build Brands P a g e 16 | 60
Brand building and development are essential activities for any business. A strong brand
presence allows companies to sell products and services at higher prices and gain greater
customer trust compared to competitors.
Notable brands like Apple and Coca-Cola are valued at hundreds of billions of dollars.
Essentially, marketing helps businesses develop core ideas, outline brand values, define brand
personality, create brand identity, and execute communication strategies to bring the brand closer to customers.
Example: Nike uses its "Just Do It" slogan to convey inspiration and athleticism, building a
strong brand identity that resonates with consumers.
3. Marketing Communicates Brand and Product Information to Customers
To effectively convey information about products, services, and brands to target audiences,
businesses rely on marketing communications. This includes outdoor advertising, print media,
in-store promotions, and online advertising tools such as Google Ads, Facebook Ads, and social
media campaigns, as well as PR and promotional activities to boost sales.
Additionally, businesses can optimize their websites (SEO) to appear on the first page of Google
Search, enhancing the effectiveness and cost-efficiency of their communication efforts.
With the rapid advancement of technology and the creative, agile thinking of marketers,
marketing communications are becoming increasingly diverse and rich, breaking down
traditional barriers like geographical and national boundaries.
Example: Coca-Cola runs ads during major sports events to reach a wide audience and promote
its latest flavors, ensuring customers are informed.
4. Marketing Increases Sales Revenue
One of the key roles of marketing is to generate sales revenue for businesses. Marketing not only
helps expand reach but also provides opportunities to persuade customers to use the company's
products and make purchasing decisions quickly. A well-crafted marketing strategy can
significantly boost revenue and profitability.
Example: A shoe company uses targeted online ads to showcase a sale, resulting in a significant
increase in sales during that promotion.
5. Building and Maintaining Relationships Between Businesses and Customers
Businesses need to establish trustworthy relationships and better understand their customers.
This requires market research based on demographics, psychology, and consumer behavior.
Through the analysis and evaluation of this data, businesses can discover what customers want
and what they expect from products. This insight allows companies to align their strategies more
effectively with customer needs, leading to successful customer engagement.
Example: A software company sends personalized follow-up emails after a purchase, asking for
feedback and offering help, which strengthens customer loyalty. P a g e 17 | 60
6. Marketing Drives Business Growth
Today, marketing is more important than ever, with businesses investing heavily in it. It plays a
vital role in building and developing the company. In fact, no business can survive and thrive in
the market without an effective marketing strategy.
Moreover, marketing helps maintain relationships with existing customers while expanding the customer base.
Example: A startup invests in digital marketing, which helps them grow their customer base and
increase sales by 50% in one year.
7. Facilitating Interaction and Finding Potential Customers
The rise of social media has made it easier for businesses to interact with customers across
various platforms. Companies can engage with customers through Facebook pages, Zalo, email
marketing, chat features, and comments on their websites, quickly disseminating information
about products and services to a broad audience.
Marketing attracts customer attention and facilitates better interactions for marketers in their
quest to find potential customers. During these interactions, providing valuable information to
both current and past customers enhances the business’s reputation, influence, and ability to
attract new clients effectively.
Example: A beauty brand engages customers on Instagram through polls and Q&A sessions,
creating a direct line of communication and attracting new followers. Responsibilities
1. Building and Developing Brand
- Creating Brand Image: The Marketing department is responsible for establishing and
maintaining a consistent brand image, which helps enhance brand value and customer trust.
- Product Promotion: Implementing advertising and marketing campaigns to attract customer attention and increase sales. 2. Market Research
- Analyzing Market Demand: Collecting and analyzing information about customer needs,
consumption trends, and competitor activities to identify business opportunities.
- Developing New Products: Based on research results, the Marketing department will propose
new products that align with market needs.
3. Developing Marketing Strategy
- Marketing Planning: Creating an overall marketing strategy for the enterprise, including
distribution channels, promotional methods, and incentive programs to achieve business objectives. P a g e 18 | 60
- Monitoring and Adjusting Strategy: Monitoring the implementation of the marketing strategy,
evaluating effectiveness, and making adjustments as necessary to ensure desired results.
4. Managing Relationships
- Establishing Media Relationships: The Marketing department needs to build good relationships
with media outlets to promote the company’s image and handle any media crises if they arise.
- Customer Care: Developing a professional customer care system to enhance customer
experience and strengthen brand loyalty.
5. Supporting Other Departments
- Advising Management: Providing information and consulting on product development
strategies, distribution channels, and target customers for management.
- Facilitating Internal Coordination: Working closely with other departments such as sales and
production to ensure that all activities are aligned with the overall goals of the enterprise.
These responsibilities not only help the enterprise maintain its competitive position but also drive
sustainable development in an increasingly fierce business environment. Positions
The positions in marketing can vary greatly depending on the type of company, industry, and
level of seniority. Below are some common positions in the marketing field:
1. Marketing Officer (CMO): As the head of the marketing department, the CMO is
responsible for developing the overall marketing strategy for the entire company. They make
decisions about campaigns, allocate budgets, and evaluate the effectiveness of all marketing activities.
2. Marketing Manager: Directly manages daily marketing operations, collaborating with other
departments to implement the CMO's strategy. They often oversee a specific area such as online
marketing, offline marketing, or a particular product/product line.
3. Marketing Executive: Supports marketing tasks as assigned by superiors, such as market
research, event organization, and social media management.
4. Brand Manager: Focuses on building and developing a brand's image. They manage product
portfolios, develop advertising campaigns, and ensure brand consistency across all channels.
5. Copywriter/Content Creator: Specializes in creating written content such as advertising
copy, website content, and social media posts.
6. Public Relations (PR) Manager: Builds and maintains relationships with the media,
organizes public events, and manages public relations crises if any.
7. Designer: Creates visual concepts, by hand or using computer software. P a g e 19 | 60
8. Creative Director: Leads the creative team, responsible for the quality and creativity of marketing materials.
9. SEO Executive: Optimizes websites to rank higher in search engine results pages.
10. Pay-Per-Click (PPC) Specialist: Manages paid advertising campaigns on search engines and social media.
11. Account Executive: Manages and develops relationships with clients.
12. Social Media Marketing Specialist: Manages social media channels, creates content, and engages with customers.
13. Trade Marketing Manager: Focuses on marketing activities to increase sales through
distribution channels such as retailers.
14. Marketing Research Manager: Responsible for collecting and analyzing market data,
creating reports to support decision-making.
15. Media Planner: Plans and purchases advertising space in various media outlets.
16. Digital Marketing Specialist: Specializes in online marketing activities, such as SEO, PPC,
email marketing, and content marketing.
17. Marketing Intern: Gains hands-on experience in marketing through a temporary position. Marketing Organization 1. Definition:
Marketing organization structures distribute and oversee marketing operations, procedures and
strategies within a business. These structures define and organize employee job roles, including
who they report to, and outline the processes a business can use to achieve success. An effective
marketing organization structure can support business objectives and give employees a clear
understanding of the objectives they are working to achieve.
2. Why should a business use a marketing organization structure?
- Help employees understand their role within the company they work for.
- Act as a guide for employees to know what resources are available to them and which team
members handle which responsibilities.
- Provide a visual workflow that explains how the business operates, the job tasks within the
business and how they contribute to its success and where or who makes business decisions. 3. Types 3.1. Functional structure
Functional structures organize employees into groups based on their job positions and skill
sets. Team leaders may manage function groups and report to senior executives when necessary. P a g e 20 | 60