Marketing Tutorial 1: Introduction to Marketing - Key Terms & Process

This document presents a comprehensive overview of the first tutorial in a marketing course. The tutorial begins by defining marketing and outlining the marketing process, emphasizing the creation and capture of customer value. It then explores customer needs, wants, and demands, including Maslow's Hierarchy of Needs and the distinction between these concepts. The tutorial delves into customer-driven marketing strategy, covering production, product, selling, and marketing concepts, along with the importance of marketing management. It examines marketing strategy and the marketing mix, including the 4Ps, 5Ps, 6Ps, and 7Ps, and their evolution, as well as the 4Cs. The tutorial concludes with an introduction to SWOT analysis, highlighting internal strengths and weaknesses, and external opportunities and threats. Two activities are included: analyzing Colgate's marketing strategy in India and conducting a SWOT analysis for a chosen brand. The document serves as a valuable resource for students seeking to understand the core principles of marketing.

Tutorial 1
Introduction
to Marketing
Prepared by Kim Du

Reviewing Objectives & Key terms
1. Define Marketing and Steps in Marketing Process
• Marketing
2. Understand the Marketplace and Customer Needs
• Needs, Wants, and Demands
3. Customer Driven Marketing Strategy
• Production, Product, Selling, and Marketing Concepts
4. Marketing Strategy and Marketing Mix
5. SWOT Analysis
What did happen in the previous class?

1. Define Marketing and
Steps in Marketing Process
- What is Marketing?
→ The process by which companies
→ create value for customers and society,
→ capture value from the customers in return.
- Marketing Process

2. Understand the Marketplace
and Customer Needs
- Customer Needs, Wants, and Demands
Needs
Wants
Demands
States of deprivation
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression
❖ Maslow's Hierarchy of Needs
= a powerful tool to tap into consumer psychology
Form that needs take as they are
shaped by culture and individual
personality
Wants backed by buying power

3. Customer Driven Marketing Strategy
- Marketing Management
The art and science of choosing target
markets and building profitable
relationships with them.
• What customers will we serve?
• How can we best serve these
customers?
- Marketing Management Orientation
Production concept
• Production and distribution efficiency
Product concept
• Quality, performance and innovative features
• Continuous improvements → Marketing myopia…
Selling concept
• Pushing sales volume > Customer relationships
• Quantity > Quality
Marketing concept
• Needs → Wants → Demands
Societal Marketing concept
• Individual wants also satisfy social needs
• My consumption is “good”

4. Marketing Strategy & Marketing Mix
- What is Marketing Strategy?
→ The marketing logic
→ which the company hopes to create customer value
→ and achieve profitable relationship.
- Marketing Mix – 4Ps- STDP
▪ Segmentation
▪ Targeting
▪ Differentiation
▪ Positioning
▪ Product
▪ Price
▪ Promotion
▪ Place

4. Marketing Strategy & Marketing Mix
What
How Where
How much

4. Marketing Strategy & Marketing Mix
The Evolution of the Marketing Mix
4P 5P 6P 7P 4C
• Product
• Price
• Promotion
• Place
• Product
• Price
• Promotion
• Place
• People
• Product
• Price
• Promotion
• Place
• People
• Process
• Product
• Price
• Promotion
• Place
• People
• Process
• Physical evidence
• Customers
• Costs
• Communicate
• Convenience
(McCarthy, 1964) (Judd, 1987) (Kotler, 1984) (Booms and Bitner, 1981) (Lauterborn, 1990)

5. SWOT Analysis
Internal
distinctive competence of an organization
is more than what it can do
constraints that hinder
movements in certain directions
External
an unfavorable trend that has the
potential to do harm to the organization
refer to favorable external factors that could
give an organization a competitive advantage

SUMMARY

SUMMARY

ACTIVITY 1:
COLGATE IN INDIA
In the past, most Indians lived in rural areas where they used to clean their teeth
with leaves of a plant. When Colgate entered this big market, they applied the following strategy:
At first, they hired van drivers to go to every village; on each van they played radio advertisements
which educated Indians about the use of toothpaste to build up confidence and create more gender
attraction. Then instead of selling toothpaste in normal packages
at more than $2 each, they made small tubes of toothpaste priced
at below 50 cents. Colgate made huge success with this strategy.
Questions:
1. Identify needs of people living in rural areas in the case.
2. How did Colgate create a want and a demand?
3. Do you think Colgate had a smart marketing strategy?
Why or why not?

ACTIVITY 2:
SWOT Analysis

ACTIVITY 3:
X-RAY THE BUSINESS
Each group choose 1 brand of Detergents or Shampoo which is available in
Vietnam market.
Discuss 4 questions as follows:
1. Identify the needs of consumers
2. How did that brand create customers wants and demands?
3. Do you think the brand had a smart marketing strategy? Why or why not?
4. Do the SWOT Analysis for the chosen brand.

FOR THE NEXT CLASS
• Review Session 1 and 2,
which are equivalent to Chapter 1 + 2 + 3+ 4 of your Textbook
• Be present in class on time and get ready for the 1st Quiz