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Thinkingschool.vn

MARKETING MANAGEMENT
Jan 30 - March

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Dr. Ta Hung Anh (Dr. Leo)

Not only a course, but also a lifetime skill
 Thinkingschool.vn

INTRODUCE YOURSELF

1. Nick name – Hobby

2. Location: City currently living

3. Education background: Major you graduate

4. Industry: you have been working and currently work:

Healthcare, FMCG, Finance..

5. Job position: Staff, Team leader, Manager…

 Thinkingschool.vn

Trainer & Coach Thinkingschool.vn

TA HUNG ANH, PhD

Academic Head and Executive board member of Thinking School Vietnam & Thinking School Switzerland
More than 15 years experiences in training and consulting for more than 35 local and international
companies/universities.

Training topics: Emotional intelligence, Conflict management, Mindfulness & Strategic Communication, Leadership
skill development, Sale management, Develop management skill, Train the trainer, Mindfulness practice
1.Customer service, Apollo Education & Training, 2008

PhD MBA International experiences

Professional positions
PhD in Environmental Business and Marketing at Coordinator international project
Solvay Brussels School of 1. Trainer, Academic Director -Thinking School Erasmus Mundus,
Technology and
2. Lecturer – Former Research and Development Euro commission
Management at AIT Economics and manager, Ho Chi Minh University of Technology
Management, Belgium DAAD alumni
Thailand & Turku 3. Former Regional Chief representation - Omron
Work and travel to 44 countries
University, Finland Healthcare

TRAINING COMPANY
 GUESS NUMBER
OF DR. LEO
44 35 3
International

Corporate

Lecturing & Training

 Thinkingschool.vn

Pair, Share, Introduce

1. Deep sharing & Deep Listening

2. Draw the personal map & abstract potriat

3. Introduce the best / special / interesting 5

things about your partner
Group Capstone Project
 Form a group of 2 members
 Each group selects one new products/ services and
design a marketing plan to launch the new product/
services to the market in 2024
 Marketing Plan: Power Point Presentation
 The product / service you want to work on. Video Clip:
Leaflets, Brochure, Banners can if applicable can also be
developed to support the marketing plan.

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 GAME 1: BUILD A STRONG TEAM

1. Get to know your team members (10 minutes)

• Introduce Each team member will introduce your name, hobby
• Find Funny Team Name, Slogan and Signature gesture
• Share with each other the work, project you have been working with: Specific products /
Services with the brand
• Propose 1 skill you want to improve related to Marketing
• Propose 1 challenge and difficulty you faced in marketing
2. Introduce your team Excellence (2 minutes/team)
All team members introduce your team name, slogan and show up your unity spirit with the
funniest style.
Class activities and grading
 Mid term: 20%
 Final: 30%
 Group Assignment: 30%
 Quizzes: 4 short quizzes (20 minutes each):
 2 before mid-term: 10%
 2 after mid term: 10%

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Discussion questions

1. What is marketing? (Hoa)

2. What are major functions of marketing? (Hanson)
3. What can be marketed? (Dorcas)
4. What are some fundamental marketing concepts?
5. List all types of markets you know (Daniel)
6. How has marketing management changed?
7. What are the requirements of marketing people?
8. Think about examples of good marketing and bad marketing.
Explain why you think it good or bad. (Hang)

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Discussion questions

1. Think about examples of good marketing and bad marketing.

Explain why you think it good or bad. (Hang)
1. Sales, Provide information: Apple
2. Make company famous
3. Wrong / Misleading information: Diet Nutrition brand, Bad quality
cosmetics
Thai Cong: Sell luxury items, Make people buy high
1. Low quality product

2. Should marketer sell cheap product at high price

3. Should market promote luxury Product, then sell common products?

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 What is marketing? (Hoa)
1. Activities related creating product/service: feature,
function
2. Communication the value: Adverting + promoting,
PR, Ads, brochure deliver, sell…
3. Action: Sale/exchange + deliver product

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 What are major functions of marketing? (Hanson)
Must-have function!
1. Research: Market Information Management, Collect
information (1)
2. Product: Brand / Product management (1)
3. Pricing (1)
4. Distribution
5. Promotion value: Sales (1)
6. Financing control: Budgeting
Sell what you have, Sell what customer want
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 What are major functions of marketing? (Hanson)
Must-have function!
1. Goods
2. Services
3. Organization
4. Idea
5. IP
6. ….

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Learning issues for Chapter One:
1. Why is marketing important?
2. What is the scope of marketing?
3. What are the tasks necessary for successful
marketing management?

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What is Marketing?
 The American Marketing Association: “Marketing is an
organizational function and a set of processes for creating,
communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the
organization and its stakeholders”.

 Essentially:
 Marketing deals with identifying and meeting human and social
needs. It is essentially about “meeting needs profitably.”

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What is Marketed?
Goods
Goods

Services
Services

Events
Events && Experiences
Experiences

Persons
Persons

Places
Places && Properties
Properties

Organizations
Organizations

Information
Information

Ideas
Ideas
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 List all types of markets you know (Daniel) Economics
1. Monopolistic competition
2. Oligopoly
3. Perfect competition
4. Monopoly
5. Financial market
6. Contestable markets
7. Market for intermediate goods
8. Auction market
9. Global marketing
10. Pure monopoly

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Ten entities of marketing:
Marketing people are involved in marketing ten types of entities: goods, services, events,
experiences, persons, places, properties, organizations, information, and ideas.
A) Goods
Physical goods constitute the bulk of production and marketing efforts.
B) Services
A growing portion of business activities are focused on the production of services. The
U.S. economy today consists of a 70–30 services to goods mix.
C) Events
Marketers promote time-based events such as trade shows, artistic performances, and
the Olympics.
D) Experiences
By orchestrating several services and goods, a firm can create and market experiences
such as Walt Disney World’s Magic Kingdom.
E) Persons
Celebrity marketing is a major business. 19
Ten entities (cont’d)
D) Places
Cities, states, regions, and whole nations compete actively to attract tourists, factories,
and new residents.
E) Properties
Are intangible rights of ownership of either real property (real estate) or financial
property (stocks and bonds).
H) Organizations
Actively work to build a strong, favorable, and unique image in the minds of their
target publics.
I) Information
Can be produced and marketed as a product. Schools, universities, and others produce
information and then market it.
J) Ideas
Every market offering includes a basic idea. Products and services are platforms for
delivering some idea or benefit.
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Marketing of Places

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The concept of a ‘market’
 Economists describe a market as a collection of buyers and
sellers who transact over a particular product or product class.

 Marketers use the term “market” to cover various groups of

customers. The five basic markets are:
A) Resource Markets
B) Government Markets
C) Manufacturer Markets
D) Intermediary Markets
E) Consumer Markets

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Figure 1.1 Structure of Flows in a Modern Exchange
Economy

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1. Market: location
2. Market: People need / want / ability to pay
3. Market: Mono, Oligopoly
4. Market: Government, Manufactory…
1. B2C
2. B2B
3. B2G
4. C2B
5. C2C

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The flows in a market system
 Sellers and buyers are connected by flows:
 Seller sends goods, services, and communications to the
market.
 In return they receive money and information.
 There is an exchange of money for goods and services.
 There is an exchange of information.

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Figure 1.2 : A Simple Marketing System

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Key customer markets
A) Consumer Markets
Consumer goods and services such as soft drinks and cosmetics, spend a great deal of
time trying to establish a superior brand image.
B) Business Markets
Companies selling business goods and services often face well-trained and well-
informed professional buyers who are skilled in evaluating competitive offerings.
C) Global Markets
Companies face challenges and decisions regarding which countries to enter, how to
enter the country, how to adapt their products/services to the country, and how to price
their products.
D) Nonprofit and Governmental Markets
Companies selling to these markets have to price carefully because these organizations
have limited purchasing power.

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Global markets

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Marketplaces, Marketspaces, and Metamarkets

 The marketplace is physical,

 The marketspace is digital,
 The metamarket is a cluster of complementary
products and services that are closely related in the
consumer’s mind but spread across a diverse set of
industries.

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Marketing in Practice
 How Is marketing done?
 Increasingly marketing is not done only by the marketing
department. To create strong marketing organizations,
marketers must think like executives on other
departments and other departments must think like
marketers.
 Marketing planning process consists of analyzing
marketing opportunities, selecting target markets,
designing marketing strategies, developing marketing
programs, and managing the marketing effort.

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Functions of CMOs (chief marketing officers)

 Strengthening the brands

 Measuring marketing effectiveness
 Driving new product development based on customer
needs
 Gathering meaningful customer insights
 Utilizing new marketing technology

Question: Do you think that the responsibility for marketing

lie entirely in the hands of the CMO? What about smaller
organizations that have limited or no marketing
specializations? How will marketing be managed then?
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Figure 1.3 Improving CMO Success

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Core Marketing Concepts
1. Wants, Needs and Demands = Need + ability to pay
1. Demand: Current Market is ready to pay
2. Need: Potential market
3. Want: Existing market
2. Target markets, positioning, segmentation (STP)
3. Offerings and brands
4. Value and satisfaction
5. Marketing channels
6. Supply chain
7. Competition
8. Marketing environment

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I want it, I need it…

Five Types of
Needs
 Stated needs
 Real needs
 Unstated needs
 Delight needs
 Secret needs

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Core Marketing Concepts
A. Identify and profile distinct groups of buyers who might prefer or
require varying products and services mixes by examining:
 Demographic information
 Psychographic information
 Behavioral information
B. Target market: which segments do we focus on?
C. Market offering – what do we offer? What proposition should we
make to customers?
D. Offering and Brands
 Value proposition: a set of benefits they offer to customers to
satisfy their needs
 Brand: is an offering from a known source

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An example of Positioning

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Core Marketing Concepts
E. Value and Satisfaction
 Successful if it delivers value and satisfaction to the target buyer
 Value is a central marketing concept
 Satisfaction reflects a person’s judgment of a product’s perceived
performance
F. Marketing Channels:
 Communication channels: different media used in promotions and
marketing communications
 Distribution channels: intermediaries
 Service channels: banks, logistics firms

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Core Marketing Concepts
G. Supply chain:
 The supply chain is a longer channel stretching from raw
materials to components to final products that are carried to
final buyers.
H. Competition and the Marketing Environment:
 Marketing doesn’t take place in a vacuum; there are many
uncontrollable forces and stakeholders that will impact on the
marketing firm
 Types of environmental factors: Competition, demographic,
social-cultural, political-legal and technological

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The marketplace isn’t what it used to be…
Information
Information technology
technology

Globalization
Globalization

Deregulation
Deregulation

Privatization
Privatization

Competition
Competition

Convergence
Convergence

Consumer
Consumer resistance
resistance

Retail
Retail transformation
transformation

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New Consumer Capabilities
 A substantial increase in buying power
 A greater variety of available goods and services
 A great amount of information about practically
anything
 Greater ease in interacting and placing and receiving
orders
 An ability to compare notes on products and services
 An amplified voice to influence public opinion

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Company Orientations

Production Product

Selling Marketing

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Company Orientations
 Production Concept
 The production concept holds that consumers will prefer
products that are widely available and inexpensive.
 Product Concept
 The product concept holds that consumers will favor those
products that offer the most quality, performance, or innovative
features.
 Selling Concept
 The selling concept holds that consumers and businesses, will
ordinarily not buy enough of the organization’s products,
therefore, the organization must undertake aggressive selling and
promotion effort.
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The Marketing Concept
 The marketing concept holds that the key to achieving
organizational goals consists of the company being more
effective than competitors in creating, delivering, and
communicating superior customer value to its chosen target
markets.

 Reactive market orientation—understanding and meeting consumers’

expressed needs.
 Proactive marketing orientation—researching or imagining latent
consumers’ needs through a “probe-and-learn” process.
 Companies that practice both reactive and proactive marketing
orientation are implementing a total market orientation.

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Holistic Marketing Concept
 Holistic marketing can be seen as the development, design,
and implementation of marketing programs, processes, and
activities that recognizes the breath and interdependencies of
their efforts.

 Holistic marketing recognizes that “everything matters” with

marketing—the consumer, employees, other companies,
competition, as well as society as a whole.
 Holistic marketing
 Internal marketing
 Socially responsible marketing
 Integrated marketing
 Relationship marketing

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 List all types of marketing you know (Daniel)
1. Digital marketing
2. Content marketing
3. Social Media marketing
4. Email
5. Influencer
6. SEO / SEM
7. Affiliate
8. Direct
9. WOM
10. Mobile

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 Figure 1.4 Holistic Marketing Dimensions
Reflect from your work, career: What activities / projects are
considered as the assignment type marketing?

Dorcas Hoa
Daniel Hang

Hanson Udo

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Fashion

1. Product design
2. Communication message
3. Platform
4. Ads

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Google

 “Performance Max Campaign”: Search + video +

Article
1. Communication: Agency + Consumer
2. Product/service
3. Ads:
4. Channel: Course / Webinar

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Internal marketing

ADMIN
Program: staff meeting “Excellence + Profession”
Team for the year
Education Staff members
Selling ideas to employees: Training + inspire

Banking  Sales/ Target

3 months Business Review: Good  Sharing resource
& Not good
Idea sharing / Scoring
Promoting performance

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50
Relationship Marketing
 Relationship marketing has the aim of building
mutually satisfying long-term relationships with key
parties—customers, suppliers, distributors, and
other marketing partners. Relationship marketing
builds strong economic, technical, and social ties
among the parties.

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Relationship Marketing
 Marketing must not only do customer
relationship management (CRM) but also
partnership relationship management (PRM).
 Four key constituents for marketing are:
 Customers.
 Employees.
 Marketing partners (channel partners).
 Members of the financial community.
 The ultimate outcome of relationship
marketing is the building of a unique
company asset called a marketing network

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 Gives the history of marketing by Nike,
who is the top athletic apparel and
footwear manufacturer in the world,
with 2007 corporate revenues of $16
billion.

 A marketing network consists of the

company and its supporting
stakeholders (customers, suppliers,
distributors, retailers, ad agencies,
university scientists, and others) with
whom it has built mutually profitable
business relationships. 53
Figure 1.5 The Four P’s

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Integrated Marketing
 The marketer’s task is to devise marketing activities and assemble fully
integrated marketing programs to create, communicate, and deliver value
for consumers.
 The Four Ps of Marketing: Product, Price, Place and Promotion
 SIVA
 Solution

 Information

 Value

 Access

 Two key themes of integrated marketing are:

 Many different marketing activities communicate and deliver

value
 When coordinated, marketing activities maximize their joint

efforts.
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Marketing Mix Strategy

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Internal Marketing
 Holistic marketing incorporates internal marketing,
ensuring that everyone in the organization embraces
appropriate marketing principles.

 Internal marketing must take place on two levels:

 At one level, the various marketing functions (sales force,
advertising, customer services, product management, and
marketing research) must work together.
 Secondly, marketing must be embraced by the other
departments—they must “think customer.” Marketing is not a
department so much as a company orientation.

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An example of a coordination problem that requires
effective internal marketing

Question: What would you do if you were the VP of

marketing in this airline? How would internal marketing be
of help? Show specific examples

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Performance Marketing
Holistic marketing incorporates performance marketing and
understanding the returns to the business from marketing
activities.

 Financial Accountability Social Initiatives

 Corporate social marketing
 Social Responsibility
 Cause marketing
Marketing
 Corporate philanthropy
 Corporate community
involvement
 Socially responsible business
practices

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Social Responsibility Marketing
 Holistic marketing incorporates social
responsibility marketing and
understanding broader concerns, and the
ethical, environmental, legal, and social
context of marketing activities and
programs.

 Societal marketing concept: the

organization’s task is to determine the
needs, wants, and interests of target
markets and to deliver the desired
satisfaction more effectively and
efficiently than competitors.

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Marketing Management Tasks
 Develop market strategies and plans
 Capture marketing insights
 Connect with customers
 Build strong brands
 Shape market offerings
 Deliver value
 Communicate value
 Create long-term growth

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Example of marketing management
challenge task

(text page 28)

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Marketing Management Tasks - text
chapter referenced
 Developing marketing strategies and plans (Chapter 2).
 Capturing Marketing Insights (Chapters 3,and 4).
 Connecting with Customers (Chapters 5, 6, 7)
 Building strong brands (Chapters 9, 10, and 11).
 Shaping the market offerings (Chapters 12 and 13).
 Delivering value (Chapters 15 and 16).
 Communicating value (Chapters 17, 18, and 19 ).
 Creating Long-Term Growth (Chapters 20, 21, and 22).

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An important checklist for effective marketing
management and building a customer – A driven
marketing organization

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Summary of learning issues
 Understand why marketing is important
 Understand what is the scope of marketing

 Understand some of the fundamental marketing

concepts
 Understand how marketing management has changed
 Understand what are the necessary tasks for
successful marketing management

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Summary

 Marketing Definition
 Marketing Mix/ 4Ps
 STP
 Differentiation

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Group Assignment
 Your groups are establishing:
 What products/services related to your studying major
 You need to:
 Brief analyze the market environment: competition, customer needs,..
 Design your marketing plan for 2019 including: Customer value analysis (what
value customers are looking for in your services), STP (Segmentation,
Targeting, Positioning), Products/ services design, Pricing, and Promotion
campaign (Advertising, Sales Promotion, PR, Direct marketing…)
 Time: 30 minutes
 Presentation: 7 minutes for each group

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