thảo luận Tiếng anh VCU Give definition of marketing and explain why marketing is important. what things are included in marketing Suggest some best marketing methods or techniques.

VIETNAM UNIVERSITY OF COMMERCE
FACULTY OF ENGLISH

GROUP DISCUSSION
ENGLISH 3
Topic: Give definition of marketing and explain why marketing is
important. what things are included in marketing? Suggest some best
marketing methods or techniques.
Group: 4 Class: 1507ENTH1611
Teacher:
Group preparation assessment:
………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
…………………………………………………
Page | 1
Presentation assessment: List of student (in the order of presenting)
No. Name (for student) Comments (for teacher
only)
Mark
1 Phạm Thanh Ngọc
2 Phạm Thị Nguyên
(leader)
3 Đinh Thị Nguyệt
4 Phạm Thị Nguyệt
5 Ngô Văn Nhất
6 Hồ Thị Tuyết Nhung
I. Marketing definition
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large.

Marketing is communicating the value of a product, service or brand
to customers, for the purpose of promoting or selling that product,
service, or brand.
II. Importance of marketing
Page | 2
Marketing is one of the more important components of a business
effecting sales and productivity. Even though marketing is important all
businesses need customers. Attracting customers is not as easy as we
think, especially when there is tough competition in the market. If
people are not coming to check your products, you may need to make
efforts to change this by increasing your marketing efforts.
All business owners understand the importance of marketing but
they can’t distinguish between marketing and advertising. Marketing has
vast boundaries and advertising is just a part of it. All forms of
marketing promote product awareness to the market at large. Marketing
strategies help you to stay one step ahead of your competitors.
Here are some reasons that describe why marketing is so important:
Sales increasing
Marketing’s main purpose in most businesses is to generate more
sales. You need to advertise and promote to help people know about
your products. If no one knows about your products, no one will buy
them. That’s the reason business owners invest in marketing. You have
Page | 3
to use marketing strategies to create product awareness. If a company
wants to increase the sales percentage and increase production, the
marketing department must be able to deliver effective marketing
strategies.
Reputation maintaining
The success of any business is dependent on its reputation. In order
to have good reputation marketing plays an important role by building a

brand’s name in the market. It takes years to build up a good reputation
and then you must marketing to maintain that reputation. Many big
companies spend thousands of dollars in marketing just to maintain their
reputation. Marketing educates people on the latest market trends, helps
boost sales and profit, and develops company reputation.
Competitive keeping in the market
By marketing you become able to compete with other businesses
like yours and this is the idea of healthy competition. Without
competition, big and recognized companies would continue to sell while
small or new companies would stand little chance of ever becoming
Page | 4
successful. Marketing helps small companies to grow and compete. Let
all your customers know that your company is reliable and trustworthy
through a strong marketing message.
Referrals creating
You can develop a market leader position through word of mouth by
using marketing strategies. You not only attract customers but also their
referrals. If your customers are happy with you they will definitely refer
others to you.
There are countless examples of companies that are making good
profits by using existing customers to obtain referrals. To obtain referrals
all you need to do is make your customers happy answer all their
questions and ask for a referral – it is that simple.
Every small business owner’s goal is to profit and expand, and
without marketing, this is not going to happen. The above is just a brief
summary of the direction you should consider when developing a
marketing strategy.
Page | 5
III. Main Factors of marketing
The marketer E. Jerome McCarthy proposed a four Ps classification

in 1960, which has since been used by marketers throughout the world
Product:
A product is seen as an item that satisfies what a consumer
demands. It is a tangible good or an intangible service.Tangible products
are those that have an independent physical existence. Typical examples
of mass-produced, tangible objects are the motor car and the disposable
razor. A less obvious but ubiquitous mass-produced service is a
computer operating system.
Every product is subject to a life-cycle including a growth phase
followed by a maturity phase and finally an eventual period of decline as
sales fall. Marketers must do careful research on how long the life cycle
of the product they are marketing is likely to be and focus their attention
on different challenges that arise as the product moves.
The marketer must also consider the product mix. Marketers can
expand the current product mix by increasing a certain product line's
Page | 6
depth or by increasing the number of product lines. Marketers should
consider how to position the product, how to exploit the brand, how to
exploit the company's resources and how to configure the product mix
so that each product complements the other. The marketer must also
consider product development strategies.
Place:
Refers to providing the product at a place which is convenient for
consumers to access. Various strategies such as intensive distribution,
selective distribution, exclusive distribution and franchising can be used
by the marketer to complement the other aspects of the marketing mix.
Price:
The amount a customer pays for the product. The price is very
important as it determines the company's profit and hence, survival.
Adjusting the price has a profound impact on the marketing strategy, and

depending on the price elasticity of the product, often it will affect the
demand and sales as well. The marketer should set a price that
complements the other elements of the marketing mix.
Page | 7
When setting a price, the marketer must be aware of the customer
perceived value for the product. Three basic pricing strategies are:
market skimming pricing, market penetration pricing and neutral
pricing. The 'reference value' (where the consumer refers to the prices of
competing products) and the 'differential value' (the consumer's view of
this product's attributes versus the attributes of other products) must be
taken into account.
Promotion:
All of the methods of communication that a marketer may use to
provide information to different parties about the product. Promotion
comprises elements such as: advertising, public relations, sales
organisation and sales promotion.
Advertising covers any communication that is paid for, from cinema
commercials, radio and Internet advertisements through print media and
billboards. Public relations is where the communication is not directly
paid for and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word-of-mouth is any
Page | 8
apparently informal communication about the product by ordinary
individuals, satisfied customers or people specifically engaged to create
word of mouth momentum. Sales staff often plays an important role in
word of mouth and public relations (see 'product' above).
IV. Popular marketing method
With the new change in the way business, Businesses set of
customer needs development mission, they always try to close contact
with customers, so marketing is increasingly valued and they always

want find out the most effective marketing methods. In the near future
the group would like to present some of the following methods:
1.To show samples, organized a free trial: Businesses can donate
samples or can invite customers to a free trial. There are a lot of
customers want to buy the product, but also hesitant about the quality
of the decision not to buy so the trial is the best way to erase the
remnants of consumers comfortable. When consumers have
Page | 9
confidence in the product they will tell the people around when it
comes to the consumer a natural way.
2.Activities charitable sponsors: Participation in charitable
activities to help the poor, disabled or funding for programs such as
gameshows, competitions will make a good impression on businesses
and people in the public eyes and consumers.
3.Bring business information to the newsletter.
Newsletter is an especially effective tool. This is the fastest
way to communicate. By including newsletter, businesses have
demonstrated their mastery of their field.
Now when posting newsletter, means businesses are
reporting on new products, price or different activities of
enterprises , especially those social activities can make is to look
sympathetic now people there.
In addition to the external newsletters can be very effective
in promoting products and services of the company, maintaining
Page | 10
customer relationships and build your reputation with existing
customers. through periodic newsletters for potential customers
and current, you will make them more interested in their products
thereby increasing opportunities to improve sales in the nearest
future.

4.Form of gifts
Everyone knows that gift was a glue humans for thousands
of years, the feelings that we trust each other. So when we give
gifts, we are also skillfully communicate with customers and is one
of the best ways to strengthen the relationship.
Such as big supermarkets case c, gifts for valued clients at
birthdays, holidays are one of the things that help BigC more new
customers and more loyal customers again. It can be considered a
secret gift.
The purpose of the gift is to impress customers and build
relationships with them, makes them remember now when the
purchase decision. Therefore gifts should be etched in your
Page | 11
company name or logo, slogan, for customers to easily remember
you when needed.
Such as the gift as simple as writing, manuals, keychains,
cups, or more simply as a tie, shirt printed company name and
logo can become weapons marketing benefits harm.
Imagine the customer objects are used frequently, so on
and so workbench company name or logo, slogan of you have a
chance to see, read many times not only by the present owner but
there are many others around them.
In the era of relationship marketing today, it was a gift
by way of effective marketing that businesses should focus
attention and more.
No. Name (for student) Mark
1 Phạm Thanh Ngọc A
2 Phạm Thị Nguyên (leader) A
3 Đinh Thị Nguyệt A
4 Phạm Thị Nguyệt A

5 Ngô Văn Nhất A
6 Hồ Thị Tuyết Nhung B
Page | 12