Page 1 of 13

Introduction
"How is this (slide 1) possible that a rational consumer would be willing to pay more
for exactly the same thing?" We love to think about ourselves as rational. But that's not
how it works. Consumer behavior often proves otherwise. For instance, consider the
phenomenon of brand loyalty: consumers may choose to pay a premium for a well-
known brand instead of opting for a cheaper, equivalent product. This behavior
demonstrates that emotions, perceptions, and marketing strategies can significantly
influence our choices, leading us to pay more even when we don’t necessarily need to.
Or like we may have everything we needed so the companies came up with a great
idea: (slide 2) Persuade people that we need MORE things! Even things we didn't
KNOW we needed. For instance, consider smartphone manufacturers. Even if you
already own a perfectly functional phone, they promote the latest models with features
you never knew you needed, like improved cameras or advanced health tracking.
Through targeted advertising and influencer marketing, they create a desire for
upgrades and accessories, convincing us that our current devices are inadequate.
So…. how can they do it? There is a concept that is very familiar but plays a crucial
role in every business—called 'marketing'.
And today, we are going to explore (slide 3) the art and science of marketing, focusing
on three key areas. (slide 4) First, we will define marketing and explain its role in
society. Then, we will identify three important trends that shape contemporary
marketing. Finally, we will differentiate between consumer buying behavior and
organizational buying behavior. Throughout the presentation, I will provide real-life
examples to make these concepts easier to understand.

We gonna start with the most basic stuff: Definition (Slide 5)

Marketing is often defined as the process of creating, communicating, and
delivering value to customers in ways that benefit both the customer and the
organization. It is about understanding what consumers needs and wants, and then
developing products or services that meet those needs while also being profitable.
According to marketing professors Philip Kotler: Marketing is “the process by which
companies create value for customers and build strong customer relationships in
order to capture value from customers in return.”
 Page 2 of 13

In this definition, Kotler emphasizes that marketing is not just about selling (slide
6) products or services but about creating value. Companies should focus on building
strong, long-term relationships with customers, ensuring mutual benefit.
"As we delve deeper into marketing, it’s important to acknowledge that we are
living in an ever-changing world. The dynamics of marketing are constantly evolving
due to advancements in technology, shifting consumer behavior, and global
competition. This brings us to the concept of 'Marketing in a Changing World.'
Before we explore this further, let’s take a moment to relax and play (slide 7) a game.
We will continue with 'Marketing in a Changing World
In today’s digital age, marketing is no longer limited to traditional channels like
print, radio, (slide 9) or TV. The rise of social media, e-commerce platforms, and
mobile technology has fundamentally transformed the way companies engage with
their audiences. Consumers are more empowered, informed, and connected than ever
before, which means marketers must continuously adapt to new tools, strategies, and
trends.
Kotler himself highlights the importance of this transformation, urging marketers
to embrace the shift from product-centric strategies to customer-centric and even
societal-centric approaches.
Share a Coke campaign first launched in Australia in 2011 is a great example
becaiuse the campaign epitomizes a customer-centric approach by making consumers
feel personally engaged with the brand.
The Share a Coke campaign, which started in Australia in 2011 and quickly went
global, involved replacing the Coca-Cola logo on bottles with popular names, allowing
people to buy a Coke bottle personalized with their own name or that of someone they
cared about. This personalized touch made customers feel directly connected to the
product, fostering a sense of individual importance and belonging. Coca-Cola’s focus
on personal connection transformed a simple beverage purchase into an emotional
experience, turning consumers into brand advocates who would share the experience
on social media and with friends.
Kotler emphasizes that the role of marketing is not only to satisfy customers but
also to contribute positively to society, especially in the face of global issues like
climate change and inequality.
Next, we will analyze the Role of Marketing in (slide 10) Society.
 Page 3 of 13

Marketing plays an essential role in society by helping people satisfy their needs and
wants while supporting organizations in determining what products and services to
offer. It helps businesses understand what products to produce, how to price them, and
how to communicate their value to customers.
Example: Apple markets its products (slide 11) not just as technological devices but as
lifestyle choices, tapping into customers’ emotional and functional needs. Their
marketing campaigns focus on how their products enhance the lives of their users,
creating strong emotional connections.
Here are the key points we will cover: Identifying Needs and Wants; (slide 12)
Facilitating Exchanges; Creating and Enhancing Value.
Let’s dive into each of these roles to see how marketing impacts our lives and society
as a whole.
Marketing plays a crucial role in identifying and addressing human needs
and wants.
Companies use marketing to understand what consumers (slide 13) need and create
products that solve their problems, bridge the gap between these needs and (slide 14)
wants by creating products and services that cater to them. Specially, For small and
medium enterprises (SMEs), marketing and related functions are considered critical
for business success and growth.
What is the needs and wants? Needs are basic human requirements, such as food,
shelter, and safety, while wants are shaped by culture and individual personality.
For example, while everyone needs food, marketing can influence what kind of food
consumers want based on trends, lifestyles, and brand preferences.
Here are some key methods that companies used to identify these consumer needs and
wants:
Market Research: Companies conduct surveys, focus groups, and interviews to
gather information directly from consumers. This data helps identify what customers
truly need and desir
Consumer Feedback: Analyzing customer reviews and feedback on social media or
product platforms provides insights into what consumers like or dislike about existing
products, revealing unmet needs or desires.
 Page 4 of 13

Behavioral Analysis: Tracking consumer behavior through website analytics,

purchase history, and social media interactions can help identify patterns that indicate
specific needs or wants
Segmentation: Dividing the market into segments based on demographics,
psychographics, or buying behavior allows companies to understand the unique needs
and wants of different groups of consumers.
Competitor Analysis: Studying competitors can reveal gaps in the market and help
identify needs that are not currently being met by existing products or services.
Trend Analysis: Keeping an eye on industry trends, societal changes, and emerging
technologies can help marketers anticipate future needs and desires before they
become mainstream
Empathy Mapping: Creating empathy maps allows marketers to visualize consumer
thoughts, feelings, and motivations, helping to identify needs that may not be
explicitly stated.
Customer Journey Mapping: Analyzing the customer journey—from awareness to
purchase—can help pinpoint specific needs and frustrations at various stages, allowing
for targeted improvements.
Marketing facilitates exchanges and transactions, (slide 15) which are the
core components of a market economy.
An exchange occurs when a person or organization offers something of value (such as
money, products, or services) to another in return for something else of value.
Marketing efforts focus on making these exchanges as smooth and beneficial as
possible for both parties. Successful marketing strategies lead to transactions, which
can result in long-term customer relationships, loyalty, and ongoing exchanges.
Example: The sharing economy, exemplified by platforms like Airbnb and Uber, is
built on exchange processes where customers trade money for services
(accommodation or transportation) directly with providers, facilitated by these
platforms. In essence, marketing ensures that these exchanges are beneficial, seamless,
and efficient for all parties involved.
The Four Utilities of Marketing
The concept of utility in marketing refers to the value or benefit that customers receive
from products and services. There are four main types of utility that marketing aims to
deliver:
 Page 5 of 13

 Form Utility: refers to the physical characteristics or attributes of a product that

make it desirable to consumers. It involves transforming raw materials into a
finished product that satisfies consumer preferences.
o Example: Nike converts raw rubber and fabric into high-performance
athletic shoes.
 Place Utility: refers to the availability of a product in a location where
consumers can easily access it. This involves strategic distribution and location
choices.
Example: Starbucks ensures its coffee shops are located in high-traffic
areas around the world.
 Time Utility: focuses on making products available to consumers at the right
time. It involves ensuring that products are accessible when customers need
them. Example: FedEx offers overnight shipping for urgent deliveries.
 Possession Utility: relates to the value derived from owning or using a product.
It involves making the purchasing process easy and providing consumers with
the ability to acquire a product.
o Example: Car dealerships offer financing options to help customers buy
cars without needing the full payment upfront.

The marketing concept: (slide 20)

This image contrasts the Selling Concept with the Marketing Concept, two different
approaches that businesses can take in how they offer products or services. Here's an
explanation of each:
In the Selling Concept
The process flows from factory → existing products → selling and promoting →
profits through sales volume. The company's main focus is on selling what they
produce, not necessarily on what the customer needs.
In the Marketing Concept
The flow is different: market → customer needs → conversational communication
→ profits through customer satisfaction. This approach is customer-centric, aiming
to create long-term relationships by providing value that meets customer expectations.
Key Differences
 Page 6 of 13

 Selling Concept: The company first produces the product and then works hard
to sell it, focusing on maximizing sales volume.
 Marketing Concept: The company identifies customer needs first, produces
what satisfies those needs, and aims for long-term customer satisfaction,
leading to profits.
This diagram emphasizes that while the selling concept is product-driven and sales-
oriented, the marketing concept is market-driven and focuses on satisfying customer
needs as a pathway to profitability.
Marketing has significantly evolved over the decades. Earlier, companies followed a
"product concept," focusing primarily on production, leaving customers to figure out
what products they needed. However, as competition and markets evolved, the sales
concept emerged, emphasizing sales and profit generation through more aggressive
promotion. But neither of these approaches truly prioritized customer satisfaction.
In contrast, today's marketing concept centers on understanding and meeting customer
needs while also achieving long-term profitability for the company. Successful
companies are customer-driven, fostering a relationship that builds brand loyalty and
satisfaction. This shift reflects the broader movement toward relationship marketing,
which emphasizes long-term engagement and loyalty rather than one-time sales.
Customer Loyalty and Relationship Marketing (slide 21):
One of the most significant aspects of the marketing concept is customer loyalty.
Building strong, long-term relationships with customers ensures they continue to buy
from a company. Relationship marketing is crucial for maintaining this loyalty, as it
focuses on providing ongoing value to customers, suppliers, and distribution partners
for mutual benefit. In today's business landscape, companies that prioritize customer
satisfaction and loyalty often outperform those focusing solely on one-time sales
In conclusion, the evolution from product and sales concepts to the marketing concept
represents a shift in business priorities—moving from a focus on internal production
and aggressive selling to a customer-first approach. Successful companies today
understand that long-term relationships and customer satisfaction are the key to
profitability. The marketing concept has become increasingly important as businesses
compete in more customer-driven markets, and with advancements in digital
marketing, these principles are even more critical for building lasting connections with
customers.
 Page 7 of 13

An example of Customer Loyalty and Relationship Marketing in Vietnam is

Vingroup’s VinID program.
VinID is Vingroup's loyalty program, where customers can accumulate points when
shopping within Vingroup’s ecosystem, including at VinMart, Vinpearl, Vincom, and
VinFast. Customers can redeem these points for exclusive discounts, promotions, or
services across the Vingroup ecosystem. VinID also offers personalized promotions
and exclusive offers through its app, enhancing the customer experience and fostering
loyalty.
Additionally, VinID makes it convenient for customers to manage spending and
payments through the app. This program has successfully built lasting relationships
with customers and increased brand loyalty. VinID not only provides value but also
creates a community of loyal consumers who support and promote the Vingroup
brand.
This example demonstrates how a combination of a points system, personalization,
and convenience can help build loyalty and sustainable customer relationships.

Phần 2: Trends Defining Contemporary Marketing (slide 22) include: Involving

The Customer In The Marketing Process, Making Data-Driven Marketing
Decisions, Marketing With Greater Concern For Ethics And Etiquette
Understanding Today’s Customers
In today’s fast-paced world, understanding customer behavior is crucial for businesses.
Consumers have more choices, are more informed, and have higher expectations than
ever before. With access to information online, reviews, and social media, customers
make more thoughtful and researched purchasing decisions.
 Example: Before buying a new phone, a customer may read reviews, watch
YouTube videos, and compare prices on multiple websites. They may also seek
advice from friends or influencers on social media before making a final
decision.
Because of this, businesses must adapt by offering more personalized experiences and
providing clear, helpful information to guide customers through the buying journey.
Marketing is constantly evolving, particularly with the rise of digital technologies.
Here are three major trends shaping contemporary marketing today:
Trend 1: Involving The Customer In The Marketing Process
 Page 8 of 13

Today, companies involve customers more than ever in the marketing process. Thanks
to social media, customers can give immediate feedback, share their experiences, and
even create their own content. This is called customer engagement. Platforms like
Instagram and TikTok are excellent examples where brands interact with their
audiences daily.
Social media has transformed how brands communicate with their audience. It allows
for real-time interaction, builds brand awareness, and fosters community engagement.
This trend highlights the growing role of customers not just as buyers but as active
participants in marketing, especially on social media platforms. Companies are using
tools like CRM (Customer Relationship Management) to gather insights and engage
with customers to maintain long-term relationships.
A key trend in contemporary marketing is customer involvement. Companies are
increasingly inviting customers to participate in the creation of products and marketing
campaigns
Example: Lego has a platform where fans can submit their own designs, and if enough
people support the design, Lego may produce it. This direct involvement of customers
in product development strengthens brand loyalty and customer satisfaction.
Social media is not just a promotional tool— (slide 24) it’s an essential platform for
building relationships with customers.
Trend 2: Data-Driven Marketing
Data has become an invaluable resource in today’s marketing landscape. (slide 25)
Companies analyze consumer data to understand preferences, personalize offers, and
improve decision-making.
Marketers today rely heavily on data to make informed decisions. Tools like Google
Analytics help companies track customer behavior online, helping them improve their
marketing strategies. Another term to know here is Big Data—this refers to large sets
of data that companies analyze to find patterns in customer behavior.
This table, titled "Marketing Research Techniques," outlines different methods
marketers can use to gather insights about customers, competitors, and market trends.
Here’s an explanation of each technique and its examples:
1. Observation
 Definition: This technique involves monitoring and recording customer
behavior in-person, or via mechanical or electronic means.
 Page 9 of 13

 Examples: Website tracking tools that monitor user activity, and observing
interactions on social media or blogs.
2. Surveys
 Definition: Surveys involve collecting data from a representative sample of a
larger population to understand opinions or behaviors.
 Examples: These can be conducted in-person (such as mall intercepts), over the
phone, by mail, or online. Effective surveys require statistical techniques like
sampling to ensure the data represents the larger population accurately. Quick,
unrepresentative online polls might not yield reliable results.
3. Interviews and Focus Groups
 Definition: These are discussions, either one-on-one or in groups, designed to
explore deeper insights into specific topics.
 Examples: Focus groups involve small groups of people who are asked to
discuss certain issues, often observed by researchers. Unlike surveys, these
methods are qualitative and uncover deeper motivations and opinions rather
than producing broad statistical results.
4. Process Data Collection
 Definition: This involves gathering data through the regular operations of a
business.
 Examples: Data sources include warranty registration cards, sales transaction
records, and customer service interactions, as well as loyalty programs.
5. Experiments
 Definition: Controlled experiments manipulate one or more variables to see
how changes affect consumer behavior.
 Examples: This can involve splitting consumers into groups to expose them to
different versions of an ad or product and seeing which version performs better.
A test marketing campaign for a new product is an example of a real-world
experiment conducted on a smaller scale.
6. Ethnographic Research
 Definition: A method from anthropology, this technique involves observing
people in their daily environments to understand their needs, wants, and
behaviors.
 Page 10 of 13

 Examples: Researchers might live alongside consumers or observe them in

real-life situations, learning how they interact with products and services in a
natural context.
7. Neuromarketing Studies
 Definition: This involves using neuroscience to measure brain activity while
consumers interact with marketing stimuli.
Let me tell you about this one more because this topic is pretty important and
interesting:
Neuromarketing is a powerful tool that uses brain imaging and other techniques to
understand consumer behavior and preferences. By analyzing brain activity, marketers
can gain insights into how people respond to products, packaging, advertising, and
pricing. This information allows them to create more effective marketing campaigns
that resonate with consumers on an emotional level.
For example, neuromarketing has revealed that consumers are more likely to buy
products when they feel a sense of urgency or fear of missing out, and that packaging
design can significantly influence purchase decisions. By understanding the underlying
psychological processes that drive consumer behavior, neuromarketing helps
businesses create more successful marketing strategies.
One notable example of a Neuromarketing Study is Pepsi vs. Coca-Cola: The “Pepsi
Paradox” study.
In this experiment, researchers used brain imaging techniques, specifically fMRI
(functional Magnetic Resonance Imaging), to understand consumer preferences for
Pepsi and Coca-Cola. When participants tasted the sodas without knowing the brand,
most showed a preference for Pepsi, activating the brain's reward center associated
with taste. However, when the participants were told which brand they were drinking,
Coca-Cola was preferred, and this time, the brain’s memory and emotional centers
were more active.
This study revealed that branding, memories, and emotional associations can influence
customer preferences, sometimes even more than the product itself. It demonstrated
how neuromarketing could help companies understand not only what consumers
consciously like but also the unconscious factors that affect purchasing decisions. This
insight has guided brands to invest in creating strong emotional connections and brand
loyalty, as these factors can sometimes override sensory preferences.
 Page 11 of 13

Next, This table highlights the wide range of methods available to marketers to gather
both quantitative and qualitative data, helping them make informed decisions about
their strategies and understand consumer behavior in-depth.
 Example: Spotify uses data on listening habits to curate personalized playlists
like "Discover Weekly." This enhances user experience and strengthens
customer loyalty by providing tailored content.
Through data, marketers can create highly targeted and relevant campaigns, ensuring
that their message resonates with the right audience at the right time.
Trend 3: Marketing With Greater Concern For Ethics And Etiquette (slide 27)
Today’s consumers, especially millennials and Gen Z, are more socially conscious.
They expect companies to be ethical and sustainable in their practices.
Ethical considerations, including transparency and honesty, are paramount in
contemporary marketing. Companies are expected to ensure their marketing practices
are aligned with societal values and ethical standards (Kotler et al., 2021).
With consumers becoming more aware of social and environmental issues, companies
are focusing on ethical marketing. This is where brands not only promote their
products but also ensure that their practices are socially responsible. For instance,
many companies now focus on sustainability and transparency in their business
practices.
Modern consumers are increasingly concerned about ethical marketing practices and
transparency. Brands must now show they are socially responsible and ethical in their
operations.
Unilever has been at the forefront of promoting ethical marketing through its
Sustainable Living Plan. The company focuses on sustainability, ethical sourcing,
and reducing environmental impact in its marketing strategies. Campaigns for brands
like Dove emphasize body positivity and real beauty, while Ben & Jerry's often
highlights social justice issues, reflecting their commitment to fairness and
transparency. This ethical approach has helped Unilever build stronger connections
with consumers who prioritize values like sustainability and social responsibility in
their purchasing decisions.
Or Coca-Cola, a global beverage giant, has built its success on a marketing strategy
that focuses on selling happiness and positive emotions rather than just the product
itself. Let’s have a look at the history of Coca-cola’s advertisment:
 Page 12 of 13

PHẦN 3. Consumer Buying Behavior vs. Organizational Buying Behavior

Consumer Buying Behavior
Let’s start by looking at the difference between consumer buying behavior and
organizational buying behavior.
 Consumer Buying Behavior refers to how individuals like us make decisions
when we buy products or services for personal use. These decisions are
influenced by things like emotions, social influence, and personal preferences.
For example, you might buy a certain brand of phone because your friends have
it, or because you feel it's fashionable. A key term here is psychographics—it
describes the study of consumers based on their lifestyles, values, and
personalities.
 On the other hand, Organizational Buying Behavior is what companies do
when they purchase goods or services. It’s more logical and formal, driven by
financial objectives like cost-efficiency. For example, a company buying
computers for its employees would focus on the best price, quality, and support
service. They use a structured process, which involves several decision-makers,
often known as B2B marketing (Business-to-Business marketing). This is
different from B2C marketing (Business-to-Consumer marketing), which
focuses on individual consumers.

Example: After using a new smartphone for a few weeks, a customer evaluates its
performance (battery life, camera, ease of use). If satisfied, they may continue
purchasing from the same brand. If dissatisfied, they might explore competitors next
time.
In summary, the Buyer Decision-Making process is a multi-stage approach that ranges
from habitual, low-effort purchases (routine) to more complex, deliberate decision-
making for non-routine purchases. Buyers’ decisions are influenced by their evaluation
of alternatives, the reliability of sources, and the final outcome of their purchase. This
detailed process helps businesses understand how consumers make purchasing
decisions and provides insights into how they can influence the buyer at each stage.

Conclusion
To conclude, marketing is a vital component of business and society, helping
companies meet consumer needs, facilitating transactions, and creating value through
 Page 13 of 13

the Four Utilities. In today’s digital age, marketing trends like data-driven decision-
making, social media engagement, and ethical marketing are reshaping how companies
interact with their audiences. Finally, understanding the distinct processes of consumer
and organizational buying behavior enables businesses to develop strategies that cater
to the unique needs of each market.
Thank you for your attention. I am now happy to take any questions!