Assignment 1 - Tang Tue Man - 104997407

MKT10009 - Marketing and the Consumer Experience
“WHAT IS
MARKETING?”
Assignment 1
INFORMATION
NAME: TANG TUE MAN
STUDENT ID 104997407
INSTRUCTOR: Ms Trang PHAM
DUE DATE: 29/09/2024
DATE OF SUBMISSION: 29/09/2024
WORD COUNT: 990 words
excluding cover page, images and reference
TABLE OF CONTENTS
01 TABLE OF CONTENTS
02 PUBLIC OPINION (“VOX POP”)
05 FORMAL DEFINITIONS
06 SYNTHESIS
09 REFERENCE LIST
1
PUBLIC OPINION
Nguyen Thanh Phong

Age: 24
Gender: Male
Residence: Ho Chi Minh City, Vietnam
Major: International Business
University: Open University
Occupation: Freelance model
What is Marketing?
“Marketing is a tool used by individuals or organizations to deliver their
images to the public through multi-channels in a meaningful way.”
What influenced their opinion?

Being a freelance model requires Phong to pay attention to personal and
company’s image, which might influence his understanding about
marketing.
My perspective
As an International Business student, Phong shows a moderate
understanding since he highlights an important aspect of marketing:
using various channels to communicate with the customers. However,
marketing is not simply about promoting an image but including both
communicating and creating value for the customers.
2
PUBLIC OPINION
Ly My Ngoc
Age: 19
Gender: Female
Residence: Ho Chi Minh City, Vietnam
Major: Economics
University: University of Economics and
Law
Occupation: Student
What is Marketing?
“Marketing is a media methodology aiming to deliver the company
product and image to the customer in the most efficient way.”

As a sophomore majoring in Economics, Ngoc is able to be aware of a
primary idea of marketing.
My perspective
In my opinion, Ngoc’s understanding about marketing is partially
accurate since marketing intention is to make the firm’s name and
product become more approachable to the customers. However, she is
quite confused about marketing being part of media, which is not correct
since marketing and media are two distinct industries but often rely on
each other.
3
PUBLIC OPINION
Chau Phung Khanh Linh

Age: 29
Gender: Female
Residence: Ha Noi, Vietnam
Major: Public Relation
University: National Economics
University
Occupation: PR Manager
What is Marketing?
“Marketing is a strategy, a series of events which are developed to
improve the position of a firm and its product in the customer's mind.”

The experiences in real industry as well as the requirement to work with
the marketing team makes Linh familiar with this field.
My perspective
Linh’s definition of marketing is able to point out the most significant
objectives when saying a marketing campaign can help a firm’s image
and position be enhanced. However, like other two previous interviewees,
her definition is somewhat limited since she does not mention other vital
components such as understanding customer’s needs or creating
customer value.
4
FORMAL DEFINITION
1. Principles of Marketing (17th edition)

DEFINITION
“Marketing is engaging customers and managing

profitable customer relationships. The twofold goal of
marketing is to attract new customers by promising
superior value and to keep and grow current customers
by delivering value and satisfaction.” (Kotler &
Armstrong, 2018, p.28)
JUSTIFICATION
The definition of marketing from the book Principles of

Marketing is widely known and accepted due to Kotler
and Armstrong’s status and achievements within the
field. While Armstrong is famous for his contributions to
marketing practice, Kotler is often referred to as the
“father of modern marketing”. Their definition presents
the most basic and important tasks of marketing:
attracting customers, delivering desired value as well as
managing profitable relationships. This perspective is
particularly useful for students, employers and even
managers since it provides a clear framework that can
easily be applied in real-life situations.
5
FORMAL DEFINITION
2. Marketing and Economic Development

DEFINITION
“Marketing is thus the process through which economy is

integrated into society to serve human needs.” (Drucker,
1958, p.253)
JUSTIFICATION
Drucker’s definition was written in his article called

Marketing and Economics Development published in
Journal of Marketing by the American Marketing
Association (AMA) and is broadly used due to its
comprehensive insight about marketing as well as
Drucker’s name within the industry. Unlike other
definitions that often limit marketing to promotion and
sales, Drucker viewed it as a process through which
businessmen and organizations attempt to understand
their customers to serve them effectively. This purpose-
driven approach encourages not only marketers but also
other people working in various industries to focus more
on the societal impact of their work.
6
SYNTHESIS
"Marketing is a strategy that connects economic

activities with society by engaging customers through
various communication channels, providing desired
value, and managing relationships to enhance a firm's
image and position in the minds of consumers."
This definition of marketing is combined from the most appropriate

elements within the previous views and will be further explained in
this part.
First of all, marketing is considered an approach that connects

economic activities with society since every industry was prompted
with the only intention of serving human needs, therefore it has to
attach itself to society. According to Webster Jr. (2008), business
operations not only be sensitive to changes within society to adapt
themselves but also have the ability to create the trends. Therefore,
marketing strategy must be actively engaged with the community.
Moreover, an effective marketing strategy should utilize various

communication channels to engage customers, deliver promised value
and enhance relationships with them. This idea was also suggested by
7
SYNTHESIS
Kotler and Keller (2016) that marketers should make use of multiple
communication methods creatively to connect with their target
customers. The firms can consequently ensure customers’ needs and
preferences are thoroughly understood and addressed. Successfully
attracting the customer can help simplify the next two requirements:
providing desired value and managing relationships. Aaker (1996)
suggested that thanks to the value buyers receive from the products, a
firm’s position can go up or down within the marketplace.
Finally, it is suggested that the final objective of every marketing

campaign is to enhance a firm’s image and position within the
industry and the customers’ minds. As indicated by Faircloth et al.
(2001), brand image is the insight which the consumers hold about a
firm and can be the foundation for attitude and estimation toward the
brand. A positive image not only attracts new customers but also
encourages loyalty among old ones.
In summary, marketing serves as an important connection between

economic activities and society by engaging customers, delivering
value, and managing relationships. This approach fosters customers’
loyalty and aligns business objectives with consumer expectations.
8
REFERENCE LIST
Aaker, D. A. (1996). Building Strong Brands. Free Press.
Drucker, P. F. (1958). Marketing and Economic Development.

Journal of Marketing, 22(3), 252 - 259.
https://doi.org/10.1177/002224295802200302
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The

Effect of Brand Attitude and Brand Image on Brand Equity.
Journal of Marketing Theory and Practice, 9(3), 61 - 75.
10.1080/10696679.2001.11501897
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th

ed.). Pearson Education Ltd.
Kotler, P. & Keller, K. L. (2016). Marketing Management (15th

ed.). Pearson Education Ltd.
Webster Jr., F. E. (2008). Marketing IS management: The

wisdom of Peter Drucker. Journal of the Academy of Marketing
Science, 37(1), 20 - 27. 10.1007/s11747-008-0102-4

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MKT10009 - Marketing and the Consumer Experience

02 PUBLIC OPINION (“VOX POP”)

Nguyen Thanh Phong

What influenced their opinion?

What influenced their opinion?

Chau Phung Khanh Linh

What influenced their opinion?

1. Principles of Marketing (17th edition)

“Marketing is engaging customers and managing

The definition of marketing from the book Principles of

2. Marketing and Economic Development

“Marketing is thus the process through which economy is

Drucker’s definition was written in his article called

"Marketing is a strategy that connects economic

This definition of marketing is combined from the most appropriate

First of all, marketing is considered an approach that connects

Moreover, an effective marketing strategy should utilize various

Finally, it is suggested that the final objective of every marketing

In summary, marketing serves as an important connection between

Aaker, D. A. (1996). Building Strong Brands. Free Press.

Drucker, P. F. (1958). Marketing and Economic Development.

Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th

Kotler, P. & Keller, K. L. (2016). Marketing Management (15th

Webster Jr., F. E. (2008). Marketing IS management: The

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