PART 1: TRUE OR FALSE

1.A product is anything that can be offered to a market to satisfy a want or need. TRUE

2.Marketing is “the process of planing and executing the conception, pricing, promotion, and distribution of ideas, goods,
and services to create exchanges that satisfying individual and organizational objectives”. TRUE

3.Is a well-known brand valuable only to the owner of the brand? FALSE

4.S.W.O.T. analysis which identifies the firms’ strengths and weakenesses and its opportunities and threats. TRUE

5.Advertising is any paid form of personal presentation and promotion of ideas, goods, or services by an identified sponsor.
TRUE

6.Company profitability will vary with the length of the PLC’s maturity phase. TRUE

7.The PSSP Hierachy of needs (Physiological needs, safety, social, personal) suggest that the highest level of motivation is
to achieve self-actualization. FALSE

8.Price is, in some case not as important as quality and other benefits in the market offering. TRUE

9.A vertical marketing system comprises the producer, distributor(s), wholesaler(s), and retailer(s) acting in their own
interests. FALSE

10.The Internet provides marketers and consumers with opportunities for much greater interaction and control. TRUE

11. The more a sender’s field of experience overlaps with that of a receiver, the more effective the message is likely to be.
TRUE

12. The “AIDA” model stands for attention, interest, desire and action. TRUE

13. Source credibility is determined by characteristics such as expertise, trustworthiness, and likability. TRUE

14. Sales promotion is best characterized as high credibility and dramatization. FALSE

15. In general, personal selling is more heavily used with complex, expensive, and risky goods and in market with fewer,
but larger, buyer. TRUE

16. Advertising becomes most important in the maturity phase of the product life cycle. FALSE

17. Persuasive advertising becomes most important during the maturity phase of product life cycle. TRUE

18. A good of advertisement is one which contains two or three central selling propositions so as to appeal to as large an
audience as possible. FALSE

19. The lower purchase frequency, the more continuous the advertising should be. FALSE

20. Sales effect of advertising is much more difficult to measure than is communication effect. TRUE
21. An advertising goal is a specific communication task and achievement level to be accomplished with a specific period
of time. TRUE

22. Mass use, high geographic and demographic selectivity, and low cost are all advantage of radio. TRUE

23. Building primary demand is usually the task of persuasive advertising. TRUE

24. Bud-beer us advertised as the “king of beer” because it is a “slow-brewed”. The execution style being used is fantasy.
TRUE

25. It is often argued that industrial companies generally overspend on advertising whereas consumer-packaged goods
companies underspend. FALSE

26. Sales promotion and public relations are generally viewed as playing a secondary role to advertising and personal
selling. FALSE

27. Sales promotions are particularly effective when used together with advertising. TRUE

28. The best measurement of PR results is the change in awareness/comprehension/attitude resulting from a PR campaign.
TRUE

29. Personal selling is the most expensive contact and communications tool used by the company. TRUE

30. A market – structured sales force’s advantage is that it is the one for satisfying consumer needs. FALSE

31. A product, in its broadest sense, references to anything that can be marketed. TRUE

32. Looking at a core product leads the marketer to look at the buyer’s total consumption system for competitive
opportunity ideas. TRUE

33. Services are free standing, that is, they are not tied to physical products. FALSE

34. Style and design differ in that design refers to appearance, while style refers to functioning. FALSE

35. Packaging may include up to three levels: a primary, a secondary and a shipping level. TRUE

36. A multibrand strategy means the manufacturer markets the same product under different names. FALSE

37. Since services are separable from the provider, service innovations are not easily copy-able and hence provide an
excellent point of differentiation. TRUE

38. The product life cycle is used to analyze product categories rather than specific brands. TRUE

39. Company profitability will vary with the length of the maturity phase of the product life cycle. TRUE

40. In the maturity stage of market evolution, all major market segments will be served by one or more market offerings.
TRUE

PART 2: MULTIPLE CHOICES

1. A “market” from a marketing perspective is : d.A group of consumers willing and able to engage in exchange

2. The first stage in the buying process would be________ d.Problem recognition

3. The buyer’s black-box has two components. One is the buyer’s decision process and the other is the________

b. Buyer’s individual characteristics.

4. The ________ is the central instrument for directing and coordinating the marketing effort. b. marketing
plan

5. The beginning point of developing a marketing mix is ________ a.The product being offered

6. Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be
examples of what is called ________. a) single-segment concentration

7. During which of the following stages of the product life cycle (PLC) would we expect a marketing manager to
pursue a marketing objective of maximizing market share? . b. Growth

When sales peak (maturity), there are low sales, high cost per customer (introduction).

8. Most products are established at one of four performance levels: low, average, high or superior. For example,
Seway HT superscooters come in a variety of sizes and physical attributes. When a consumer purchases a mountain
bike costing $4,500 she/he expects the bike to perform to specifications and to have a high _________ meeting the
promised specifications.

d. performance quality

9. A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce
intermediaries to carry, promote, and sell the product to end users. a. push

10. Classic MINI Cooper car (BMW company) has decided to change its advertising message in key markets. Of all
of the advertising media available to you, which one offers your company “flexibility”? e. Radio

1. Advertising, as a percentage of sales, is largest in the …………………. Industry b. Automobile

2. Advertising objectives flow from prior decisions on: e. a, b & c

3. Building selective demand is usually the task of ……………advertising: a. Persuasive.

4. The three advertising objectives are to: b. Inform, persuade, and remind

5. The effect of advertising on sales volume is difficult to measure because:

d. Sales are influenced by many factors in addition to advertising.

6. Sales promotion offers buyers a (n)……….to buy b. Incentive.

7. All of the following are trade promotion tools except: c. Warranties.

8. All of the following are consumer promotion tools except: a. Buying allowances.

9. Sales promotion tools seems to be most effective when used” b. In combination with advertising.

10. Sales representative typically perform: e. All of the above.

1. A product can be any of the following except: d. Price.

2. The beginning point of developing a marketing mix is ………………… a. The product being offered.

3. The most fandamental product level is the ………….level a. Core

4. A tangible product may have all of the following characteristics except: c. Price.

5. P & G’s bar soap include Ivory, Safeguard, and Camay. Taken together, these brands of bar soaps constitute a.
b. Product line

6. The product mix is e. All on the above

7. Service can not be stored because they are d. Perishable

8. When a brand is given legal protection, it is called a…………… c. Trademark

9. During the growth phase, company could use all of the following strategies except:

d. Shift demand from generic to selective in nature

10. The product life cycle stage are d. Introduction, growth, maturity, decline.

***Chapter 1

1. The process of international market selection is typically done by using _______ to enable a quick and relatively
low-cost overview of as many markets as possible. c. Secondary data

2. Group of nations that are gathered to work for common goals in regulation of international level trade is called

c. Economic community

3. Conditions that may encourage an organization in a domestic environment to expand are:

c. A unique product with a strong competitive advantage, a forward-looking managerial philosophy, corporate objectives
calling for rapid growth, as well as as of the right of talents and skills for international operations

4. Way of entering international / multinational foreign markets by setting up foreign manufacturing facilities is
classified as

c. direct investment

5. Global product strategy in which product to be marketed is changed a little to be adapted in foreign market is
classified as
c. Product adaptation

6. International marketing strategy according to which company uses same marketing mix in all international
markets is called

c. Standardized international marketing

7. International marketing strategy according to which company uses separate marketing mix for each
international target market is classified as. d. Standardized interntional marketing

8. All of the following are actual modes of market-entry except: c. Standardization & Adapted standadization

9. As global retailers like IKEA, Wal-Mart, Toys “R” Us, or Carrefour expand their global coverage, they are
becoming major _______ for international markets. c. International intermediaries

10. Global communication and product strategy in which communication is adjusted but product would not be
changed is classified as. c. product extension- communications adaptation

PART 3: SHORT ANSWER

1.List and briefly characterize Maslow’s Hierarchy of Needs.

Maslow's Hierarchy of Needs is a theory that suggests humans have five categories of needs that must be met in order to
achieve self-actualization: physiological needs, safety needs, love and belonging needs, esteem needs, and self-
actualization needs.

2.What is the main demographic force monitored by marketers? Why?

The main demographic force monitored by marketers is the age of the population. This is because age determines the
needs, wants, and purchasing behavior of consumers, and allows marketers to segment their target audience accordingly.

3.Indicate the differences between the strategic marketing plan, and tactical marketing plan.

A strategic marketing plan outlines a company's overall marketing objectives, goals, and strategies for achieving them,
while a tactical marketing plan focuses on the specific tactics and actions needed to execute the strategies outlined in the
strategic plan.

4.The product life-cycle’s bell-shaped curve is generally depicted as being divided into four stages. Briefly, name
and characterize each of the four stages.

The four stages of the product life-cycle are introduction, growth, maturity, and decline. The introduction stage is
characterized by low sales and high marketing costs, the growth stage by increasing sales and competition, the maturity
stage by sales stabilization and the need for differentiation, and the decline stage by decreasing sales and product
discontinuation.

5.Products can then be branded. List the possible ways that physical products can be differentiated.
Physical products can be differentiated through their quality, features, style, design, packaging, brand, and price.

6.The manufacturer believes that “good brand marketing” can overcome shortfalls of a product’s performance,
design, and functionality. Is this thinking correct or incorrect?

The manufacturer's belief that good brand marketing can overcome shortfalls of a product's performance, design, and
functionality is incorrect. While branding is important, it cannot compensate for a product that fails to meet customers'
needs and expectations.

7.In an economy of change, continuous innovation is necessary. Most companies rarely innovate, some innovate
occasionally, and a few innovate continuously. Comment on why a company should continuously develop new
products.

A company should continuously develop new products because innovation helps it stay competitive, meet changing
customer needs and preferences, create new markets, and improve profitability.

8.Explain the differences between a vertical marketing system (VMS) and a conventional marketing system?

A vertical marketing system (VMS) is a distribution channel in which a single entity controls the entire process from
production to distribution, while a conventional marketing system involves multiple intermediaries between the producer
and consumer.

9.A decade ago, the advertising-to-sales promotion ratio was about 75 % of the combined budget. How do you think
about that trend?.

The trend towards a greater emphasis on sales promotion compared to advertising suggests that marketers are focusing
more on short-term sales tactics than on long-term brand building. This may be driven by increased competition and
pressure to show immediate results.

10.There are steps in developing effective communications. List these steps orderly .

The steps in developing effective communications are: identifying the target audience, determining the communication
objectives, designing the message, selecting the communication channels, establishing the budget, implementing the plan,
and evaluating the results.

Question 1: What is marketing? What it is not?

Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. It is not the same as advertising, sales, or promotion.

Question 2: What are factors that impact directly & indirectly on marketing activities?

Factors that impact directly and indirectly on marketing activities include economic conditions, technological
advancements, social and cultural factors, legal and regulatory environment, competitive landscape, and consumer
behavior.
Question 3: Describe the model influences of consumer behavior: What are the main elements? Giving an example,
relating to buyers' black box.

The model influences of consumer behavior include the stimuli that trigger the decision-making process, the buyer's black
box which consists of the consumer's characteristics and decision process, and the buyer's response, which includes their
attitudes, behaviors, and decisions. An example of the buyer's black box is the internal psychological process that leads a
consumer to prefer a particular brand over others.

Question 4: How many kinds of marketing activities are there in society?

There are various types of marketing activities in society, including business-to-consumer (B2C) marketing, business-to-
business (B2B) marketing, services marketing, nonprofit marketing, cause-related marketing, and relationship marketing,
among others.

Question 5: Definition and example of STP.

STP stands for segmentation, targeting, and positioning. It is a strategic approach to marketing that involves dividing the
market into segments, selecting the most attractive segments, and creating a unique marketing mix to meet the needs of the
selected segments. An example of STP is a cosmetic company that segments the market based on age, targets young
women, and positions its products as trendy and affordable.

Question 6: Definition of marketing mix. Giving an example of marketing mix.

The marketing mix refers to the set of controllable tactical marketing tools (also known as 4Ps) that a company uses to
achieve its marketing objectives. The 4Ps are product, price, promotion, and place.

Example of marketing mix: Coca-Cola's marketing mix includes its signature product, Coca-Cola Classic, priced at a
premium compared to other soft drinks, promoted through various advertising campaigns, and distributed through various
channels such as supermarkets, convenience stores, and vending machines.

Question 7: What are the contents of executive summary (step 1 of marketing plan) in marketing? Giving an
example.

The executive summary of a marketing plan typically includes a brief summary of the main goals and recommendations of
the plan for management review, helping top management find the plan’s major points quickly.

For example, an executive summary for a marketing plan for a new line of organic skincare products might include
information about the company's mission, the target market of health-conscious consumers, the marketing objective of
increasing brand awareness, and the strategies of influencer partnerships and social media advertising.

Question 8: Listing the basic steps of marketing plan.

The basic steps of a marketing plan include: Executive summary, SWOT (threats and opportunities analysis), objectives
and issues, Marketing strategy, action programs, budgets, controls.
Question 9: What is product life cycle brief? Giving the illustration for growth stage in product life cycle, attached
with 4Ps decision.

The product life cycle refers to the stages a product goes through from introduction to decline. The growth stage is
characterized by increasing sales, rising profits, and a growing market. The 4Ps decision during the growth stage may
include increasing the product's distribution channels, adjusting the pricing strategy, investing in advertising and
promotion, and expanding the product line to meet customer demand.

Question 10: Giving the brief of the marketing project of your project.

A typical marketing project may involve identifying a target audience, conducting market research to understand their
needs and preferences, developing a product or service that meets those needs, creating a marketing strategy to promote the
product, and implementing that strategy through various channels such as advertising, social media, and public relations.
The success of the project would be evaluated based on factors such as sales, customer feedback, and brand awareness.

1.Discuss the basic characteristics, marketing objectives, strategic marketing, and typical marketing mix strategy
employed in each stage of the product life cycle?

The product life cycle has four stages: introduction, growth, maturity, and decline.

Introduction Stage: The product is new, and marketing objectives focus on creating awareness and trial among consumers.
A strategic marketing plan might include investing heavily in advertising and promotions, offering free samples or
discounts, and building distribution channels. The marketing mix strategy may emphasize product features, price, and
promotion over place.

Growth Stage: Sales increase rapidly, and the focus shifts to building market share and brand loyalty. A strategic marketing
plan might include expanding distribution channels, increasing advertising and promotion, and introducing product
variations. The marketing mix strategy may emphasize product quality and features, price, and promotion over place.

Maturity Stage: Sales growth slows, and the focus shifts to maintaining market share and profitability. A strategic
marketing plan might include diversifying the product line, emphasizing brand differentiation, and reducing costs. The
marketing mix strategy may emphasize price and distribution over product features and promotion.

Decline Stage: Sales decline, and the focus shifts to reducing costs and liquidating inventory. A strategic marketing plan
might include reducing advertising and promotion, offering discounts and incentives to encourage sales, and discontinuing
the product line. The marketing mix strategy may emphasize price over product features, promotion, and distribution .

2. The consumer goods classification scheme identifies four product categories. Identify them and indicate what
form the remainder of the marketing mix would take for each one?

The four product categories in the consumer goods classification scheme are:

Convenience goods, Shopping goods, Specialty goods, Unsought goods

The remainder of the marketing mix for each product category would take the following forms:
Convenience goods: Convenience goods are products that are purchased frequently and with minimal effort, such as snacks
and household items. The marketing mix for convenience goods would focus on making the product readily available and
easy to purchase through channels such as supermarkets and convenience stores.

Shopping goods: Shopping goods are products that consumers purchase less frequently and require more effort in the
decision-making process, such as clothing and electronics. The marketing mix for shopping goods would focus on creating
a unique selling proposition and providing detailed product information to help consumers make informed purchasing
decisions.

Specialty goods: Specialty goods are unique, high-end products that are purchased infrequently, such as luxury cars and
designer clothing. The marketing mix for specialty goods would focus on creating a strong brand identity and building
relationships with high-end consumers through exclusive events and personalized service.

Unsought goods: Unsought goods are products that consumers may not actively seek out or know they need, such as life
insurance and funeral services. The marketing mix for unsought goods would focus on creating awareness and educating
consumers about the need for the product through advertising and other promotional efforts.

1. Discuss the pros and cons of the four basic methods used to set promotional budgets.

Percentage of sales method: Pro - easy to use, Con - assumes sales and promotion are proportional

Competitive parity method: Pro - avoids under/overspending, Con - doesn't consider unique situations

Objective and task method: Pro - most flexible and comprehensive, Con - difficult to implement

Available budget method: Pro - easy to use, Con - may not meet promotional needs

2. What factors should be considered in developing a promotional mix?

Factors that should be considered in developing a promotional mix include the target audience, budget, product
characteristics, market competition, and marketing objectives.

3. What is the basic purpose of the three major advertising objectives? Using the product life cycle for a local
restaurant or college, discuss how its advertising objectives would change?

The three major advertising objectives are to inform, persuade, and remind. During the introduction stage of a product life
cycle, the advertising objective is to inform customers about the product. During the growth stage, the objective is to
persuade customers to choose the product over competitors. During the maturity stage, the objective is to remind customers
about the product and its benefits.

4. What are some advantages and limitations of using consumer sales promotion? Od using trade sales promotion?
Consumer sales promotion advantages include attracting new customers, encouraging repeat purchases, and generating
excitement around a product. Limitations include potential damage to brand image and reduced profit margins. Trade
sales promotion advantages include increased product visibility and shelf space, improved relationships with retailers,
 and increased sales. Limitations include reduced profit margins and the potential for retailers to become dependent on
promotions.
5. If you were a sales manager, how would you direct and motivate your sales forces?
To direct and motivate a sales force, a sales manager could set clear goals, provide training and support, offer incentives
and rewards, and create a positive and supportive work environment. Communication and feedback are also important to
ensure that the sales team stays focused and motivated.
*Distinguish between traditional marketing and modern marketing?
Traditional marketing relies on traditional media channels like television, radio, print, and billboards to reach a mass
audience, while modern marketing utilizes digital channels like social media, email, and mobile apps to target specific
audiences and engage in personalized marketing. Modern marketing also emphasizes two-way communication and
building relationships with customers, whereas traditional marketing is typically one-way communication.
*What is customer behaviour?
Customer behavior refers to the actions and decision-making processes of individuals and groups when purchasing goods
and services or interacting with a brand or organization. It includes factors such as consumer psychology, motivations,
preferences, and habits.
1.International marketing: What it is and what it isn’t
International marketing refers to the process of promoting and selling products or services across national borders. It
involves adapting marketing strategies to suit different cultures and market conditions. It is not the same as domestic
marketing, as it requires a deeper understanding of cultural and political factors that affect consumer behavior in different
countries.
2.What are market - entry strategies in international markets?
Market entry strategies in international markets refer to the methods by which companies enter and establish themselves in
foreign markets. Common strategies include exporting, licensing, franchising, joint ventures, and direct investment. The
choice of strategy depends on factors such as market size, regulatory environment, and the level of risk the company is
willing to take.
3.What is culture and its influence (s) on interntional marketing strategy?
Culture refers to the shared values, beliefs, behaviors, and customs that define a group of people. Culture can have a
significant impact on international marketing strategy, as it affects consumer behavior, communication style, and business
practices. Companies must be aware of cultural differences and adapt their marketing strategies accordingly to be
successful in international markets.
4.What is brand positioning? how strategically it works?
Brand positioning refers to the way a company's brand is perceived in the minds of consumers relative to its competitors. It
involves identifying the unique attributes and benefits of the brand and communicating them effectively to the target
market. Effective brand positioning helps companies differentiate themselves from their competitors and build a strong
brand identity.

PART 4: CASE STUDY

1. The SegwayTM Human Transporter (HT), what it is ? 6. The SegwayTM Human Transporter (HT) is
unequal with highest price, will it impact on new
The SegwayTM Human Transporter (HT) is a two-wheeled
customer?
self-balancing electric scooter designed for personal
transportation. The SegwayTM Human Transporter (HT)'s high price
may impact its appeal to new customers, particularly
2. Will The SegwayTM Human Transporter (HT) pioneer
those who are price-sensitive or have more affordable
growth of a new type of product maket?
alternatives.
The SegwayTM Human Transporter (HT) did not pioneer the
7. Comment on what benefits, the SegwayTM
growth of a new type of product market. While it was
‘may be gained through wide distribution network?
innovative, it did not create a completely new market category.
It competed in the personal transportation and mobility market. The benefits that SegwayTM may gain through a wide
distribution network include increased brand
3. What do you think about the SegwayTM Human
awareness, more accessibility for customers to
Transporter (HT)’s story? What is about the SegwayTM
purchase and experience the product, and potential
Human Transporter (HT)’s target market?
partnerships with other businesses or transportation
The SegwayTM Human Transporter (HT) was an innovative providers.
product with unique technical features, but it faced some
8. What are your creative idea/concept for the
marketing and adoption challenges. Its target market varied
SegwayTM ‘s advetising campaign towards city
from businesses seeking efficient transportation solutions to
residents?
upscale consumers who value convenience and flexibility.
Creative ideas for the SegwayTM's advertising
4. Highlight the barriers encountered when The
campaign towards city residents could include
SegwayTM Human Transporter (HT) entered the market
showcasing the device's convenience and flexibility,
during its early days.
emphasizing its environmental friendliness and cost-
Some of the barriers encountered by the SegwayTM Human effectiveness compared to other modes of
Transporter (HT) during its early days included high pricing, transportation, and partnering with local businesses or
safety concerns, and the challenge of creating a new market events to offer SegwayTM test rides or demonstrations.
category for personal transportation devices.
9. What are the lessons learned from The
5. For what reason, there are still, in some places, the the SegwayTM Human Transporter (HT)’s marketing?
SegwayTM Human Transporter (HT) continued to be
Some lessons learned from the SegwayTM Human
unsought?
Transporter (HT)'s marketing include the importance
The SegwayTM Human Transporter (HT) may still be of managing customer expectations and addressing
unsought in some places due to issues with regulations and safety concerns, the challenges of creating a new
pedestrian safety concerns. Additionally, its high price may market category for a product, and the need to carefully
limit its appeal to a broader consumer market. consider pricing strategies and distribution channels.
1. What are the lessons learnt from the Smart Car’s marketing mix in American?

The Smart Car’s marketing mix in America provides several lessons, including: Innovation is a key component of building
a successful brand. The Smart Car brand stands out because of its unique design, safety features, and fuel efficiency.
Creating buzz and hype around a brand can be an effective marketing strategy. Instead of relying on traditional advertising,
Smart USA used press coverage and a roadshow to create awareness and demand. Unconventional distribution strategies,
such as selling the car by reservation only, can help create exclusivity and increase demand. Providing customers with a
variety of options, from basic models to upgraded versions, can help appeal to different segments of the market and
increase sales.

2. Supposing that you play a role of a marketing manager for Smart Car in Vietnam, what are marketing mainly
strategies may be suggesting to a launching campaign?

As a marketing manager for Smart Car in Vietnam, some strategies to consider for a launching campaign might include:

Emphasizing the car’s fuel efficiency and environmental friendliness to appeal to the growing number of eco-conscious
consumers in Vietnam. Creating a strong online presence through social media and other digital platforms to reach a
younger, tech-savvy demographic. Partnering with local influencers and celebrities to generate buzz and excitement around
the brand. Offering test drives and other experiential marketing activities to allow potential customers to experience the car
firsthand. Highlighting the car’s unique design and customization options to appeal to consumers looking for a vehicle that
stands out. Working with a select number of exclusive dealerships to create a sense of exclusivity and increase demand.

2.1 What segmentation variables would be most appropriate for Smart Car and support your answers?

The most appropriate segmentation variables for Smart Car would be psychographic and behavioral variables.
Psychographic variables, such as lifestyle and personality, would help to identify consumers who value unique and
innovative products, which Smart Car is known for. Behavioral variables, such as usage rate and benefits sought, would
help to identify consumers who prioritize fuel efficiency and urban mobility.

2.2 What marketing mix strategies should be recommended?

The following marketing mix strategies could be recommended for Smart Car:

Product: Emphasize the unique features and benefits of the Smart Car, such as its fuel efficiency, safety, and innovative
design.

Price: Offer a range of pricing options to appeal to different consumer segments, while still maintaining a competitive price
point in the small car market.

Place: Establish a limited number of dealerships throughout the country, where consumers can look at the car and test drive
it, but only those with a reservation can purchase it. Also, utilize online channels to allow for easy reservations and sales.

Promotion: Use buzz marketing to create awareness, interest, and demand for the Smart Car, rather than traditional
advertising. Leverage the high media coverage of rising gasoline prices and the Smart Car's recent high crash test ratings to
generate more attention. Utilize social media and independent websites to generate further buzz and create a sense of
community around the Smart Car brand.

PART 4: CASE STUDY of Nestlé, Danon, Louis Vuiton, Dior, Coco Channel….

1. Reading and giving the brief about marketing strategies, activities of the business

2. What is their target market? 3. Giving comments about the marketing strategies ( base on marketing mix, 4Ps)

1. Nestlé is a multinational food and beverage company that operates in 191 countries. The company's marketing strategies
focus on understanding customer needs and preferences to create products that meet those needs. Nestlé's marketing
activities include advertising campaigns, product promotions, and social media marketing. The company has also
implemented various sustainability initiatives to improve its brand image and appeal to environmentally conscious
consumers.

2. Nestle's target market is diverse, including consumers of all ages, genders, and socio-economic backgrounds. The
company offers products that cater to different dietary needs and preferences, such as gluten-free, low-sugar, and plant-
based options. Nestlé also targets families with children, health- conscious individuals, and people who are looking for
convenience and affordability in their food choices.

3. Marketing Mix analysis of Nestlé

Product: Nestlé offers a wide range of food and beverage products, including coffee, dairy products, bottled water, baby
food, and pet food. The company has a reputation for high-quality products and has developed various sub-brands to cater
to different consumer segments.

Price: Nestlé's pricing strategy varies depending on the product category and the target market. The company offers
premium products at a higher price point, such as Nespresso coffee machines, while also providing affordable options, such
as instant coffee and chocolate bars.

Place: Nestle's products are available in various distribution channels, including supermarkets, convenience stores, online
retailers, and vending machines. The company has a global presence and operates through a network of local subsidiaries
and distribution partners.

Promotion: Nestlé invests heavily in advertising campaigns, particularly on TV and social media. The company also runs
promotions and offers discounts to incentivize consumers to try its products. Nestlé has also implemented sustainability
initiatives, such as using recyclable packaging, to improve its brand image and appeal to environmentally conscious
consumers.

1.Danone is a global food company that produces and sells dairy and plant-based products, as well as bottled water. Its
marketing strategies and activities include product innovation, brand positioning, advertising, promotions, social media
marketing, and partnerships with retailers and other companies.
2. Danone's target market varies depending on the product. For its dairy products, the target market includes health-
conscious consumers of all ages who are looking for natural and nutritious options. For its plant-based products, the target
market is mainly vegans, vegetarians, and flexitarians who are seeking dairy alternatives. For its bottled water, the target
market is consumers who prioritize convenience and purity.

3. Danone's marketing strategies can be analyzed using the marketing mix or 4Ps framework:

Product: Danone's product line is diversified and constantly evolving to meet the changing needs and preferences of
consumers. The company invests heavily in research and development to innovate new products and improve existing
ones.

Price: Danone's pricing strategy is competitive but also reflects the high quality of its products. The company also offers
promotions and discounts to attract price-sensitive customers.

Place: Danone distributes its products through various channels, including supermarkets, convenience stores, online
retailers, and direct-to-consumer platforms.

Promotion: Danone uses advertising, social media, and other marketing channels to promote its products and build brand
awareness. The company also engages in cause-related marketing and partnerships with retailers and other companies to
reach new audiences.

1. Louis Vuitton is a luxury fashion brand that primarily produces high-end leather goods, clothing, and accessories. Their
marketing strategies focus on creating an image of exclusivity, luxury, and high status through targeted advertising,
celebrity endorsements, and events. They also place a strong emphasis on brand storytelling and the history and
craftsmanship behind their products.

2. Louis Vuitton's target market is primarily affluent consumers who value luxury. exclusivity, and status. They aim to
appeal to a global audience of high-net- worth individuals who are willing to pay a premium for luxury products.

3. Louis Vuitton's marketing mix (4Ps) includes:

Product: The company offers high-quality, luxury goods that are known for their craftsmanship and exclusivity.

Price: Louis Vuitton products are priced at a premium to reflect their luxury status and exclusivity.

Place: The brand is sold through its own retail stores as well as department stores and high-end boutiques in major cities
around the world.

Promotion: Louis Vuitton's advertising and marketing campaigns feature high- profile celebrity endorsements, targeted
advertising in luxury lifestyle publications, and exclusive events to create a sense of exclusivity and prestige around the
brand.

1. Dior is a luxury fashion brand that uses a variety of marketing strategies and activities to promote its products. Its
marketing mix includes product, price, place, and promotion. Dior focuses on product differentiation by creating unique
and high-quality products, setting premium prices, distributing its products through exclusive channels, and using various
promotional strategies to reach its target market.

1.Dior's marketing activities include advertising campaigns, social media marketing, influencer partnerships, events and
sponsorships, and customer relationship management (CRM) programs. The brand's advertising campaigns often feature
celebrity endorsements and showcase its products in a high-end, glamorous way. Dior also uses social media to engage
with its followers, showcase its products, and create brand awareness. The brand partners with influencers and celebrities
to promote its products and reach a wider audience. Dior also sponsors various events, such as fashion shows and
exhibitions, to create buzz and promote its brand. Finally, Dior uses CRM programs to maintain customer loyalty and
provide personalized experiences for its customers.

2. Dior's target market is affluent consumers who value luxury and high-end fashion. The brand targets both men and
women with a range of products, including apparel, accessories, fragrances, and cosmetics. Dior's products are generally
priced at a premium, making them accessible to a limited audience of wealthy individuals.

3. Dior's marketing strategies align with the traditional 4Ps of the marketing mix. Here are some comments on each of the
4Ps:

Product Dior's products are highly differentiated and often feature unique designs or materials. The brand places a strong
emphasis on quality and craftsmanship, which justifies the premium prices it charges.

Price: Dior's prices are generally high, reflecting the luxury and exclusivity of its products. The brand uses premium
pricing to reinforce its image as a high-end fashion brand.

Place: Dior's products are distributed through exclusive channels, such as its own boutiques and department stores. The
brand also has a strong online presence, which allows it to reach customers worldwide

Promotion: Dior uses a variety of promotional strategies to create brand awareness and drive sales. Its advertising
campaigns often feature celebrities and showcase its products in a glamorous way. The brand also uses social media,
influencer partnerships, events, and CRM programs to engage with its target market and maintain customer loyalty.

1. Coco Chanel is a luxury fashion brand that primarily sells high-end clothing. accessories, and fragrances. The brand is
known for its iconic designs and classic styles that have stood the test of time. Some of the marketing strategies used by the
brand include using high-profile celebrities as brand ambassadors, hosting exclusive fashion events, and leveraging social
media to connect with customers.

2. Coco Chanel's target market is primarily affluent women who value high-quality, timeless fashion. The brand's products
are priced at a premium, which means that they are not accessible to everyone. However, the brand's loyal customer base is
willing to pay a premium for the quality and exclusivity of Coco Chanel's products.

3. Coco Chanel's marketing strategies can be analyzed using the marketing mix. or the 4Ps:
Product: Coco Chanel's products are known for their high quality and timeless design. The brand focuses on classic designs
that can be worn for years to come, rather than trendy styles that will quickly go out of fashion.

Price: Coco Chanel's products are priced at a premium, which helps to create an image of exclusivity and luxury. The
brand's pricing strategy reflects the high quality and craftsmanship that goes into each product.

Promotion: Coco Chanel's promotion strategy includes using high-profile celebrities as brand ambassadors, hosting
exclusive fashion events, and leveraging social media to connect with customers. The brand also invests heavily in
advertising to create brand awareness and drive sales.

Place: Coco Chanel's products are sold in high-end retail stores and through the brand's own boutiques. The brand's retail
locations are carefully chosen to maintain the image of exclusivity and luxury.

1.BMW is a German luxury car manufacturer that has a strong focus on brand image and customer experience. Their
marketing strategies include a mix of advertising, event sponsorship, and digital marketing efforts to engage with their
target audience. They also prioritize customer engagement through social media and personalized experiences like test
drives.

2. BMW's target market is typically affluent, educated, and interested in luxury and high-performance cars. They also focus
on younger generations who value sustainability and technological innovation.

3. Based on the marketing mix (4Ps), BMW's strategies are:

Product: BMW focuses on high-quality, luxurious vehicles with cutting-edge technology and performance. They also offer
customization options for individual customers.

Price: BMW's vehicles are priced at a premium to reflect their luxury image and superior quality.

Promotion: BMW's advertising and marketing campaigns highlight the brand's quality, performance, and luxury, often
featuring celebrity endorsements and partnerships with events like the Olympics

Place: BMW sells their vehicles through a global network of dealerships and showrooms, with a focus on providing a
personalized, high-end customer experience.

1. Vinamilk is a leading dairy company in Vietnam that offers a wide range of dairy products, including milk, yogurt,
cheese, and condensed milk. The company has a strong marketing strategy that involves creating a high level of brand
awareness through advertising and sponsorships of various events. They also focus on building customer loyalty through
quality products, competitive pricing, and excellent customer service. Vinamilk engages in various marketing activities,
such as promotions, public relations, and direct marketing to reach their target audience.

2. Vinamilk's target market is primarily families and individuals who are health- conscious and looking for quality dairy
products. The company targets all age groups and income levels, but its primary focus is on the middle class and higher-
income segments of the population.
3. Product: Vinamilk offers a diverse range of high quality dairy products that cater to the needs of different customer
segments, from basic milk to premium yogurt and cheese. Their product strategy is focused on continuous innovation and
product differentiation to stay ahead of the competition.

Price: Vinamilk adopts a competitive pricing strategy that balances affordability with quality. They price their products
based on the target market's affordability and the value of the product.

Place: Vinamilk has an extensive distribution network that includes supermarkets, convenience stores, and online channels,
enabling them to reach a broader customer base.

Promotion: Vinamilk engages in various promotional activities such as advertising, sponsorships, and public relations to
create brand awareness and customer loyalty. They also offer promotional discounts and deals to increase sales and attract
new customers.

1. HUFLIT is a university in Vietnam that offers undergraduate and graduate programs in various fields, including
business, technology, and languages. The university uses various marketing strategies and activities to attract students,
such as online and offline advertising, social media campaigns, campus tours, open house events, and partnerships with
high schools and businesses. HUFLIT also offers scholarships and financial aid to eligible students.

2. HUFLIT's target market is high school graduates and working professionals who are seeking higher education and career
advancement opportunities. The university focuses on students from the Ho Chi Minh City area, but also attracts students
from other parts of Vietnam and other countries, 3. HUFLIT's marketing strategies can be evaluated based on the 4Ps of
marketing:

Product: HUFLIT offers a variety of programs and courses to meet the needs and interests of its target market. The
university continuously updates and improves its curriculum and teaching methods to ensure quality education and student
satisfaction.

Price: HUFLIT's tuition fees are competitive and affordable compared to other universities in Vietnam. The university also
offers scholarships and financial aid to eligible students.

Place: HUFLIT has a convenient location in Ho Chi Minh City and easy access to public transportation. The university also
has modern facilities and amenities to enhance the learning experience for students.

Promotion: HUFLIT uses various channels to promote its programs and attract students, including online and offline
advertising, social media campaigns, campus tours, open house events, and partnerships with high schools and businesses.
The university also leverages its alumni network and reputation to attract more students.

1. Audi is a luxury car brand that is known for producing high-quality and technologically advanced vehicles. Their
marketing strategies and activities involve a strong focus on innovation, performance, and design. Audi has a strong
presence in both traditional and digital marketing channels, such as television commercials, print advertisements, social
media, and influencer marketing. They also sponsor various events and sports teams, such as the Emmy Awards and the
NFL
2. Audi's target market is generally affluent consumers who are looking for high- end, luxury vehicles that offer
performance, comfort, and innovative features. They focus on appealing to consumers who value both style and substance
and are willing to pay a premium price for quality and exclusivity. 3. Audi's marketing mix (4Ps) strategies are:

Product: Audi offers a wide range of high-quality and technologically advanced vehicles, from compact cars to SUVs.
They focus on innovation, performance, and design to differentiate themselves from competitors.

Price: Audi's pricing strategy is premium pricing, meaning that they charge a higher price for their products compared to
their competitors. This pricing strategy is in line with their brand positioning as a luxury car brand. Place: Audi has a
strong distribution network, with dealerships and showrooms located in key cities and markets around the world. They also
have an online sales platform that allows customers to purchase vehicles directly from the website.

Promotion: Audi's promotion strategy involves a mix of traditional and digital marketing channels. They use television
commercials, print advertisements, social media, and influencer marketing to reach their target audience. They also sponsor
various events and sports teams to increase brand awareness and appeal to a wider audience.

1. Saigon Tourist is a travel and tourism company based in Vietnam. They offer a range of services such as domestic and
international tour packages, hotel and resort booking, transportation services, and event organization. Their marketing
strategies include various promotional activities such as advertising, public relations, personal selling, and sales
promotions. They also utilize digital marketing channels such as social media, email marketing, and search engine
optimization to reach their target audience.

2. Saigon Tourist's target market includes domestic and international travelers who are looking for travel and tourism
services such as tour packages, hotel booking, and transportation services. They cater to both budget-conscious and luxury
travelers, offering a range of services to meet different needs and preferences.

3. In terms of the marketing mix, Saigon Tourist's product strategy focuses on offering a wide range of travel and tourism
services to meet the diverse needs of their target audience. They also differentiate themselves by offering personalized and
customized services. Their pricing strategy is competitive, and they offer different packages to meet the needs of different
customers. Saigon Tourist's promotion strategy includes a range of marketing activities, both traditional and digital, to
reach their target audience. They also have a strong sales team that provides personalized services to customers. Finally,
their distribution strategy includes a combination of direct and indirect channels such as online booking and travel agents.

1. Trung Nguyen Legend is a Vietnamese coffee brand that offers a range of coffee products, including instant coffee,
ground coffee, and coffee beans. The company has focused on developing a strong brand image through marketing
campaigns that emphasize its Vietnamese heritage, high-quality products, and commitment to sustainability. Some of the
marketing strategies and activities of the business include:

*Advertising: Trung Nguyen Legend has invested in advertising campaigns on television, billboards, and social media to
reach its target audience, Promotions: The company offers promotions and discounts on its products during holidays and
special events to boost sales.
*Sponsorship: Trung Nguyen Legend has sponsored several events and competitions to increase brand awareness,
including the Vietnam National Barista Championship and the Miss Vietnam beauty pageant.

*Packaging design: The company has developed unique and eye-catching packaging designs that stand out on store shelves
and help differentiate its products from competitors.

2. Trung Nguyen Legend's target market is primarily coffee drinkers who value high-quality, premium coffee products.
The company's products are also marketed to consumers who are interested in the cultural and historical aspects of
Vietnamese coffee.

3. Based on the marketing mix (4Ps), here are some comments about Trung Nguyen Legend's marketing strategies:

Product: Trung Nguyen Legend has a strong product offering, with a range of instant coffee, ground coffee, and coffee
beans. The company's focus on high- quality, premium coffee products is a key differentiator from competitors.

Price: Trung Nguyen Legend's pricing strategy is aimed at positioning its products as premium coffee offerings. The
company's pricing is generally higher than competitors, but this is justified by the high-quality of its products.

Place: The company's products are widely available in supermarkets and coffee shops throughout Vietnam. Trung Nguyen
Legend has also expanded its distribution to other countries, including the US, Canada, and Australia.

Promotion: Trung Nguyen Legend's marketing campaigns have been effective in building a strong brand image and
increasing brand awareness. The company's focus on advertising, promotions, and sponsorship has helped it reach its target
audience and stand out from competitors.

1. Masetari Car is a luxury car manufacturer that uses a combination of marketing strategies and activities to promote
their products. These include branding, advertising, sales promotions, public relations, and personal selling. Masetari Car
has a strong brand image that is associated with quality, luxury, and performance. They use advertising campaigns to
showcase the features and benefits of their cars, while sales promotions are used to encourage potential customers to make
a purchase. Masetari Car also participates in public events and sponsorships to increase their brand awareness and build
relationships with customers.

2. Masetari Car targets high-income individuals who value luxury and performance in their cars. Their target market
consists of people who are willing to pay a premium for high-quality, luxurious vehicles that offer a superior driving
experience.

3. Product: Masetari Car's products are of high quality and luxury, catering to their target market. They have a range of
models that cater to different customer needs and preferences.

Price: Masetari Car's pricing strategy is premium pricing, which is in line with their target market's expectations of luxury
and quality. They use value-based pricing to justify the high prices of their cars.
Place: Masetari Car uses a selective distribution strategy, only selling their cars through authorized dealerships. This
creates a sense of exclusivity and ensures that their cars are only available in select locations.

Promotion: Masetari Car uses a combination of advertising, sales promotions, and public relations to promote their
products. They use high-end advertising campaigns to showcase the features and benefits of their cars, while sales
promotions are used to encourage potential customers to make a purchase. Masetari Car also participates in public events
and sponsorships to increase their brand awareness and build relationships with customers.

1. Vietnam Airlines is the national flag carrier of Vietnam and operates in the aviation industry. Its marketing strategies
include a combination of various activities such as advertising, sales promotion, digital marketing, brand building,
partnerships and collaborations with other airlines and travel companies, and sponsorships. The company aims to provide
high-quality services to customers, expand its market share, and establish itself as a leading airline in the region.

2. The target market of Vietnam Airlines includes both leisure and business travelers who are looking for reliable, safe, and
convenient air transportation services. The airline caters to domestic and international passengers, with a focus on the Asia-
Pacific region.

3. Product: Vietnam Airlines offers a wide range of products and services, including different classes of travel, in-flight
entertainment, and premium lounge facilities. The airline has also introduced new services such as "Special meal requests"
and "Priority check-in and boarding" to enhance the customer experience.

Price: Vietnam Airlines adopts a pricing strategy that is competitive and affordable, with different pricing tiers based on
travel class and time of booking. The airline also offers various promotions and discounts to attract customers,

Place: Vietnam Airlines has an extensive network of domestic and international destinations, with over 40 destinations in
the Asia-Pacific region. The airline also has codeshare agreements with other airlines, allowing customers to access more
destinations.

Promotion: Vietnam Airlines uses various marketing channels to promote its brand, including traditional advertising,
digital marketing, social media, and sponsorships. The airline has also partnered with other travel companies to offer
package deals and special promotions to customers.

1.Starbucks has a strong brand image and marketing strategy, which focuses on providing a premium coffeehouse
experience. They invest heavily in digital marketing and have a strong social media presence, promoting their products and
engaging with customers. They also offer loyalty programs, seasonal promotions, and exclusive merchandise to attract and
retain customers. In addition, they use sustainable sourcing and ethical practices to appeal to socially conscious consumers.

2.Starbucks' target market includes millennials, urban professionals, and affluent coffee lovers. They aim to attract
customers who are willing to pay a premium price for high-quality coffee and an upscale ambiance.3. Starbucks' marketing
mix includes:

Product: Starbucks offers a range of coffee and non-coffee beverages, food items, and merchandise to create a premium
brand image and satisfy customers' needs.
Price: Starbucks uses a premium pricing strategy to reflect the high quality of their products and create a perception of
exclusivity and luxury.

Promotion: Starbucks uses digital and social media marketing, loyalty programs, and partnerships with other brands to
engage with customers and promote their products.

Place: Starbucks uses a franchising model to expand its global reach and creates a comfortable and welcoming store
atmosphere to attract customers.

1. Saigon Beer Alcohol Beverage Corporation (Sabeco) is a leading beer producer in Vietnam. Sabeco's marketing
strategies and activities mainly focus on promoting its beer brands such as Saigon Beer, 333 Beer, and Saigon Special
Beer. Sabeco's marketing activities include advertising, sponsorship of sports and cultural events, point-of-sale promotions,
and digital marketing. The company also conducts various sales promotions such as discounts and giveaways to attract
customers.

2. Sabeco's target market includes adults of legal drinking age who prefer beer. The company's beer brands are positioned
as premium beers and are targeted towards middle to upper-class customers who are willing to pay a premium for quality
beer.

3. Product Sabeco offers a range of beer brands that cater to different customer segments. The company focuses on
maintaining the quality of its beer to ensure customer satisfaction.

Price: Sabeco's beer brands are priced at a premium to reflect their quality and target market.

Place: Sabeco distributes its beer brands through a network of distributors and retailers. The company also has its own sales
channels, including Sabeco beer clubs, to promote its brands.

Promotion: Sabeco uses a variety of marketing channels to promote its beer brands, including advertising, sponsorships,
point-of-sale promotions, and digital marketing. The company also conducts sales promotions to attract customers.

1. Dutch Lady is a dairy company that specializes in producing milk products. Their marketing strategies include
promoting the health benefits of milk, emphasizing the quality of their products, and engaging with customers through
social media and events. Their activities include sponsoring sports events, conducting nutrition programs in schools, and
collaborating with health experts to promote healthy lifestyles.

2. The target market for Dutch Lady is primarily families with children, health- conscious individuals, and athletes. They
aim to appeal to consumers who prioritize healthy living and seek high-quality dairy products. 3. Based on the marketing
mix (4Ps), Dutch Lady's marketing strategies are as follows:

Product: Dutch Lady offers a range of milk products, including full cream milk, low-fat milk, chocolate milk, and UHT
milk. They also have a line of fortified milk products that include added vitamins and minerals.

Price: Dutch Lady's pricing strategy is competitive, aiming to offer affordable milk products that are accessible to a wide
range of consumers.
Place: Dutch Lady's distribution channels include supermarkets, convenience stores, and online retailers. They have a
strong presence in Southeast Asia, with a focus on Malaysia, Vietnam, and Thailand.

Promotion: Dutch Lady uses a variety of promotional activities to raise awareness of their brand and products, including
advertising, sponsorships, events, and social media marketing. They also collaborate with health experts and organizations
to promote the health benefits of milk consumption.

1. Mercedes-Benz is a luxury car brand that focuses on producing high-end vehicles. Their marketing strategy revolves
around creating a brand image of luxury, innovation, and performance. They often use celebrity endorsements,
sponsorships, and partnerships with other luxury brands to enhance their brand image. In addition, Mercedes-Benz focuses
on digital marketing, including social media and online advertising, to reach their target audience.

2. Mercedes-Benz's target market is primarily affluent individuals who value luxury and performance in their vehicles.
They also cater to younger demographics who are interested in modern design and innovative technology.

3. Mercedes-Benz's marketing mix, commonly known as the 4 Ps (product, price, place, promotion), is carefully crafted to
appeal to their target market.

Product: Mercedes-Benz focuses on producing high-end, luxurious vehicles with innovative technology and performance.
They offer a variety of models, including sedans, coupes, SUVs, and sports cars, to cater to different consumer preferences.

Price: Mercedes-Benz vehicles are priced higher than average, reflecting their premium status in the market. They use a
premium pricing strategy to maintain their brand image of luxury and exclusivity.

Place: Mercedes-Benz has a global presence with dealerships in major cities around the world. They also have an online
store where customers can purchase accessories and merchandise.

Promotion: Mercedes-Benz uses a mix of traditional and digital marketing to promote their brand. They often use celebrity
endorsements, sponsorships, and partnerships with other luxury brands to enhance their brand image. They also use digital
marketing, including social media and online advertising, to reach their target audience.

CHAPTER 1

1. Would you make a brief of Evian Water’s brand & the Evian's international marketing strategies?

Brief of Evian Water's brand & international marketing strategies:

Evian Water is a premium, natural mineral water brand that is currently owned by Danone, a French multinational
corporation. The brand has a long history, dating back to 1829 when it was founded. The company has undergone several
changes in packaging, switching to PVC bottles in 1969 and then to collapsible PET packaging in 1995. In 2018, Evian
announced a goal to make all its plastic bottles from 100% recycled plastic by 2025, aligning with a circular approach to
plastic usage.

Evian's brand is affiliated with luxury and expensive bottled water and has been promoted through celebrity endorsements,
limited edition bottle designs, and product lines like the Evian Affinity organic skincare line. The brand has also expanded
into hospitality with the Evian Royal Resort in France. Evian is distributed in seven countries worldwide and can be
purchased online and through retail stores.

Evian's international marketing strategy includes experiential marketing and advertising campaigns featuring celebrities
and creative visuals, such as the award-winning "Evian Roller Babies" campaign in 2009. The company holds conferences
for staff, which are organized by its internal marketing team and may utilize external agencies for marketing, PR, and
social media strategies.

2. How cultural elements can affect the behavior of Evian's?

Cultural elements can have a significant impact on the behavior of Evian's consumers, especially in terms of how the brand
is perceived and the factors that influence purchase decisions. For example, in some cultures, natural mineral water is
highly valued, and Evian's premium positioning and high pricing may be seen as desirable. In other cultures, tap water is
considered safe and sufficient, and the value proposition of a bottled water brand may not resonate as strongly.

Moreover, cultural elements such as celebrity endorsements and limited edition bottle designs may appeal differently
across different cultures. The marketing messages and creative strategies that resonate with consumers in one culture may
not be as effective in others. Therefore, cultural sensitivity and adaptation are crucial for Evian's international marketing
efforts to be successful.

1. Marketing, what it is in your own word? Using an example, explain how marketing core concept of the creation
of customer value and customer satisfaction can be adapted?

Marketing is the process of identifying, anticipating, and satisfying customer needs and wants through the creation,
promotion, and distribution of goods and services. It involves understanding the target market, developing a product or
service that meets their needs, promoting it to potential customers, and making it available for purchase. Marketing is all
about creating value for customers and building strong relationships with them.

For example, a company that produces organic food products might adapt the core marketing concept of customer value
and satisfaction by conducting market research to identify the needs and wants of health-conscious consumers. Based on
this research, the company could develop a line of organic snack bars that are low in sugar and high in protein, which
would satisfy the needs and wants of its target market. The company could then promote these snack bars through targeted
advertising campaigns and make them available for purchase in health food stores and online. By providing a product that
meets the needs of its customers and delivering it in a way that satisfies their expectations, the company can build a loyal
customer base and increase sales.