SWINBURNE VIETNAM
HO CHI MINH CAMPUS
CLASS: Fundamental of Marketing_MKT10008
WHAT IS MARKETING?
INSTRUCTOR: Đỗ Xuân Diễm
STUDENT NAME
HO CHI MINH CITY – January, 2022
WORD COUNT: 927 INCLUDING REFERENCES
Table of contents
“Part 1: Public Opinion”
2
Ms. Edena Gayer
2
Mr. Allen Stright
3
Mrs. Ashley Witts
4
“Part 2: Formal Definitions”
5
The Chartered Institute of Marketing
5
Philip Kotler & Nancy R. Lee
5
“Part 3: Synthesis”
5
Reference List
7
1
“Part 1: Public Opinion”
1. Ms. Edena Gayer
Edena is currently a freshman majoring in Bachelor of Logistic. She comes from Vungtau, a
beach city in Vietnam. She attends one of the top universities in Vietnam. Her family
background is middle-class so she does not have to worry much about making a living but only
focuses on her studies. Her hobbies are designing and singing.
As Edena is a youngster, she has a wide approach to multimedia and an interest in social media
networks such as Facebook, Tiktok, etc. Therefore, she has come across many online campaigns
and follows micro-celebrities, KOLs who promote products through their social media accounts.
Edena has a basic knowledge of marketing based on her experience and observance.
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2. Mr. Allen Stright
Allen is a young ambitious man who starts up his own business in retailing technology devices.
At the age of 35, Allen has a desirable career with an independent income, a stable business.
During the COVID-19 pandemic, his business is somehow affected but he still manages to limit
the damage at most and maintain the average profits.
Allen has his own business so he has a deeper understanding of marketing to drive a successful
company. Allen’s definition of marketing is specific and realistic. This conclusion may be
referred from his real experience when he organizes a marketing campaign for his business.
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3. Mrs. Ashley Witts
Ashley is a mother of two girls in Espoo, Finland. Her husband is a surgeon with a well-paid
salary so she spends all of her time taking care of the family instead of going to work. Ashley
finished her Bachelor's Degree in Education. She has taught her children at home during the
COVID-19 pandemic.
Ashley is a homemaker so one of her main jobs is to go shopping and provide the family with
necessities. She is likely to be the target customer of many food companies or clothing brands.
Therefore, her shopping habits are influenced by the marketing of those companies. From her
response, it can be inferred that sometimes Ashley is unconsciously persuaded by the glorious
advertisement, which leads to her overbuying. Ashley has considerable experience with shopping
so she is aware of the effects of marketing on her daily consuming habits.
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“Part 2: Formal Definitions”
The Chartered Institute of Marketing
“
”
“Marketing is a management process responsible for identifying, anticipating and satisfying
customer requirements profitably.” (Chartered Institute of Marketing”, 2015)
“
”
The Chartered Institute of Marketing (CIM) is an influential organization that set the framework
for marketing development in Europe. Its definition is reliable as it is generated by experts in the
field of marketing. As CIM’s definition of marketing is updated and practical, it can be flexibly
applied to modern marketing strategies.
“
”
Philip Kotler & Nancy R. Lee
“Social marketing is a process that uses marketing principles and techniques to promote targetaudience behaviors that will benefit society as well as the individual. This strategically oriented
discipline relies on creating, communicating, delivering, and exchanging offerings that have
positive value for individuals, clients, partners, and society at large.” (Kotler & Lee, 2011)
Kotler is an American economist, who is reputed as “the father of modern marketing” and his coauthor Nancy Lee, a preeminent lecturer. He set the peak for social marketing definitions in 2008
and has continued to build up the development of marketing following a modern trend towards
societal aspects. Kotler and Lee’s updated definition of social marketing expands the coverage of
marketing.
“Part 3: Synthesis”
“Marketing is a profit-oriented as well as a customer-oriented business strategy that provides,
exchanges profits and values between the company and the consumer.”
This conclusion is based on the definitive combination by The Chartered Institute Marketing and
Kotler & Lee. CIM’s definition focuses on making profits for business firms by ensuring
customers’ needs are met. This brings up financial gain for the companies. Meanwhile, Kotler
and Lee defined marketing as the branch of social marketing that creates values for society by
adjusting the positive behaviors of the consumer. Consequently, social marketing enhances
societal gain. As defined by Christian Grönroos, “Marketing is to establish, develop and
commercialize long-term relationships so that the objectives of the parties involved are met. This
is done by a mutual exchange and keeping of promises.” (Christian, 1989). Grönroos also
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emphasized that reciprocality in marketing is of paramount significance. Moreover, as the CIM
is from Europe and Kotler is American, the two definitions incorporate to generate a global view
towards marketing.
The three personal opinions sorely raise the awareness of profit-oriented marketing, which only
focuses on producing profits for organizations. They consider marketing as a tool to influence
customers' shopping habits by injecting the phrase “Buy more” into the minds of the audience.
However, the modern marketing definition should be all-rounded. Marketing is not only focused
on the benefits of the organization but also intends to establish a sustainable society. In this day
and age, the development of information delivery expands people’s awareness of social issues.
Therefore, a marketing strategy that comprises profits and social factors will strengthen the trust
and loyalty of customers. Consequently, it will result in both financial and societal gain.
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Reference List
Kotler, P & Lee, N 2011, Social Marketing: Influencing Behaviors for Good,
The Chartered Institute of Marketing 2015, UK, viewed 22 January 2022,
<https://www.cim.co.uk>.
Grönroos, Christian 1989, European Journal of Marketing, Emerald Group Publishing Limited,
Vol. 23, No. 1, pp. 52-60.
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