Bai tập marketing chiến lược marketing trực tiếp – ví dụ minh họa

After that, these processeslead, identify and satisfy the requirements of customers, which make profit andsuccessfully manage the available relationships.No 3: Explain market segmentatio

Bai tập marketing chiến lược Marketing trực tiếp – ví dụ minh họa

CONTENT

Today, marketing is increasingly focused by most enterprises It is possible that marketing is the key to success in business A product or service whether may be sold or not and an enterprise whether may develop or not depend mainly on marketing activities The question is how to drive all marketing operations towards a motto: Thoroughly understand and satisfy the needs and desires of your customers more strongly than competitors Accordingly, business objectives will be successfully implemented This relates to the marketing management

Marketing management has a very important role for managing other business operations such as: production management, financial management and human resource management Marketing management shall direct other management activities by showing the needs of the targeted customers, competitive pressures and supply of appropriate products and services

From the knowledge of Marketing management course and my instructor's guidance, I

have decided the following topic: "Marketing Management" and analysis of several

contents to demonstrate the important role of the marketing management

No.1: Explain the following:

a/ Production concept

Nowadays, according to the common belief in the world, production is known as the process of creating products or services

Many people illustrate the concept of production with the pictures of factories, machines, or assembly chain In our country, many people are used to thinking that only

the manufacturers, producers of definitely shaped products such as: cement, televisions, refrigerators, etc are able to be called the manufacturing units Those who don’t product the definitely shaped products are called nonmanufacturing units

Nowadays, in the commercially economy, this concept is no longer available Actually, the concept of production means taking use of the inputs like raw materials, humans, machines, factories, technology cashes and other sources to convert it into products or services For instance, though the manufacturing process, the inputs like: lands, labor, capital, appliances, materials, scientific innovations or the art of administration will be transformed into the outputs Those outputs could be either the material product like: televisions, refrigerators, machines, appliances, or the services like: consulting service, marriage organizing service, etc

This transformation is the prevalent and vital activity of the production The main concern of the administrators of the manufacturing system is the transformative activities

of production

b/ Product line

The product line is the series of products whose structures, functions, appearances, characteristics are identical For example, there are many types and kinds of computers In order for the costumers to identify, the producers of each company present a product line such as: dell x130, sony acer5100, hp5600, nokia x, y,z

Generally, the marketing professionals either vertically or horizontally diversify the products Vertically diversifying to attract the different tastes of customers ( e.g.: Coca Cola for diet, Coca Cola for diet with lemon taste) Horizontally diversifying to supply affordable products or to meet with different requirements (e.g.: Microsoft for the amateurs, Microsoft for the professionals)

c/ Augmented product

They are the products that enhance the final level in 3 levels of products Product level (Level of product or product level) is the term commonly used in the design of the product marketing mix program An enhanced product is a product with features and additional

services that set it aside from similar competitors, such as instructions, warranty and service after the purchase, delivery The company adds products to increase their revenue, and can create additional sources of revenue in this process, depending on the type of products and services they provide Consumers can select a priority augmented product when they have a choice, which lay require manufacturers continue to innovate to add their products to capture and hold the attention of consumers

d/ Social marketing concept.

Besides informing, propagating, presenting, there is a new trend that the organizations, corporations nowadays follow: social marketing: means listening to wishes, needs of the aimed communities in the sociality to create the relative programs afterwards They concentrate on researching and reassessing the factors of the plans with the main focus is on their customers, who use those services In reality, researching and assessing always go aside with each other and are the bases of the marketing process

In 1970, Philip Koltler and Gerald Zaltman introduced a new term “Social marketing”, which has same principles as the typical kinds of marketing used for presenting and selling products According to them, the term “Social Marketing” is different from others because it doesn’t only focus on selling the products, but also searching for the affect from the feedbacks of the community It doesn’t benefit the marketers but the customers and the sociality

Same as trade marketing, the main target of social marketing is the customers, to find out what they want or need Social marketing aims to the community but not the profit Social marketing has been proved to be quite successful with the ‘Social Marketing Program of Marie Stopes International in Vietnam (MSIVN)” To reduce the unintentional impregnation rate, enhance the health of moms and children, MSIVN has always endeavored to bring up the contraception methods to the women who wish to practice birth-control but haven’t been fully satisfied through the MSIVN clinics which locate in 9 provinces, cities, the clinics’ network Blue Star and sisterhood, the members of marketing group

In 2011, MSIVN participated in the program called “Social Marketing” which was organized by the Management of the projects relating to Birth Targeting, used social marketing to provide 3 clinical ways of contraception, including contraceptive injection, uterus device TCU 380A and the contraceptive stick Implanon Out of these 3, the contraceptive stick Implanon is considered a modern contraceptive method with many pros like the high contraceptive percentage ( 99.95%), suitable for many women, the using time up to 3 years

Consequently, social marketing relates to taking use of subsidies to provide products and services that meet the citizens’ need with the affordable price Market proportionating helps guide the resident community better based on their need and ability in using services and products as well as the wish to approach the services The products later on will be freely provided for the poor and the low-income community

No 2 : Explain various concepts of marketing with suitable examples.

Marketing is one of the academic terms that have not been uniformly defined and the controversy on it is still on through many centuries Shortly speaking, marketing comprises social processes and management through which products and services, values are exchanged to grant the wish of an individual or a group These processes include but are not limited by advertising

There are many different definitions of marketing, such as:

People who are concerned regard marketing as “a function of the organization and a set of processes for making, transmitting, and delivering to the customers and for managing the connection with the customers to benefit the organization and the elites” Besides, Philip Koltler define marketing as” human activities aiming to satisfying the needs and the wishes though exchange processes” Marketing Academy considers marketing as “the management of predicting, identifying, satisfying the requirements from the customers so that we can get the profit” With Al Ries and Jack Trout, marketing means “the war of the competitors”

Combining the listed and comprehensive definitions of marketing, which can be applied for both business and non-business fields, we will see this prevalent definition:

“Marketing is the process of planning and performing the formation, price setting, promotion, and distributing the opinions, merchandises, and services to satisfy the customers” Nick Jones, The Concepts of Business

Frankly, marketing makes selling become excessive The purpose of marketing is to get to know and understand the customers so that the products and services become suitable for them to be able to automatically sell Making the customers ready to buy the products is the most idealistic step The other step is introducing the products and services Sony and Nintendo are the two electronics’ firms who have already succeeded in these two steps This was proven when Sony designed Walkman, Nintendo designed video games, they was overwhelmed in orders for designing products that completely matched the results from family marketing

Generally speaking, marketing regardless whatever processes, functions, exchanges or activities, even though including the war between competitors, still create the recognizable values by satisfying the needs of the relative people These processes if succeed will bring

us closer to the decision of buying and facilitate the selling After that, these processes lead, identify and satisfy the requirements of customers, which make profit and successfully manage the available relationships

No 3: Explain market segmentation with suitable examples:

 Market dividing based on geography:

The overall market will be divided into many geographic units: areas, regions, provinces, cities; districts, wards, etc This is the dividing method that is usually applied because the difference in needs comes along with geographic factors For example, Northern people often have breakfast with noodles, bakes, and less spicy food On contrary, Central and Southern people prefer to have sweet, spicy flavor in their food

 Market dividing based on population-society:

The involved criteria are: gender, age, profession, education, family size, marriage status, income, social status, religion, ethnic, nationality, etc Population-society group with those listed criteria has been widely utilized in market dividing for 2 reasons:

First, the needs, wishes and affordability of customers are the groundwork from which the difference in the affording needs and behaviors is made For instance, different genders lead to different needs Women prefer vehicles with pretty appearance, average speed, controllability Men prefer large motorcycles which have high speed, sporty appearances, etc

Second, the characteristics of the population-society are measurable Those criteria have available statistics because they are utilized for many different purposes A majority

of consumer goods use those factors in their division However, based on the specific goods there are specific factors to be used For example, age and living stages of family are commonly used to divide the toy market, food market, appliance market, cloth market, Income factor gets picked by the car, motorcycle, furniture, and cosmetic market

The common trend is people usually combine many of these factors when dividing because those factors are connected and related to each other

 Market dividing based on psychology:

This kind of division is expressed through these criteria: attitude, motivation, lifestyle, concern, perspective, cultural value, etc

The use of these psychological criteria is based on that: these psychological factors play important in customers’ behaviors when buying products

When dividing, the criteria belong to this group are usually used to support those factors in the population-society group In some cases, it can be regarded as the main group of market dividing For example, customers when buying garments, cosmetics, usually pay more attention to the characteristics of products which associate with the psychological properties: the pride of possession, personalities, lifestyle than others Hence, in this market, customers are distributed into groups that are uniformly set in lifestyle, their applied advertising programs emphasize on aspects of lifestyle

 Market dividing based on consumer behaviors:

In this group, the market is divided into the groups that are uniformly set in: shopping reasons, searching benefit, quantity and rate of consumption, loyalty, consuming intensity,

using status (used, unused, disused, etc.) When choosing the criteria to divide, the factors belonging to this group has been regarded by many marketers as the best bases to form market segments:

Shopping reasons: the buyers in this case are distinguished with many different

shopping reasons, shopping for personal need, shopping for family need, shopping for career need, shopping for communication need Dividing based on shopping reasons helps the producers to not only precisely serve the needs of customers, but also create many more products from the present ones to enhance the consuming rate For example, producers of chewing gums have their consuming rate increased by advertising that eating chewing gums is helpful for face muscle training

Searching benefit: the premise of this kind of dividing lies in the benefit that the

customers search for when they buy products To divide the market by using the searching benefit method, people have to explore and measure the value system and the possibilities that customers can tell brands from brands in one kind of product For example, searching benefit method has been applied for toothbrush market

Dividing the market by using this method is clearly the best way to approach the market, so that we can determine the needs of customers particularly towards each product brand Supplying the product brands satisfy the requirements and wishes of the customers better, because the supplier already have specific and clear knowledge about that brand

Quantity and rate of consumption (consuming intensity) With this method, the

overall market is divided into these groups: consumers using much, consumers using frequently, consumers using less, consumers using reasonably The “quantity and rate” criterion brings up a precise understanding of an appropriate market scale, including groups of people who have great need to ensure the marketing effort In most cases, the bridge of a market segment does not always base on the quantity but also the consuming capacity of the customers in that segment Therefore, those market segments although take

up small percentage, but with great consuming capacity will lead to great consuming rate For example, assuming there are 2 market segments

- The first segment has 50.000 customers with the consuming capacity is 20.000d/each

- The second segment has 10.000 customers with the consuming capacity is 120.000d/each

Compare the customer quantities: the first segment is greater than the second one (50.000>10.000)

Compare the consuming capacity

+ The first segment has: 50.000x20.000=100.000.000d

+ The second segment has: 10.000x120.000=1.200.000.000d

A reasonable decision made by the company in this case is to spend more time and effort on the 20% group of important customers

Those customers who have same consuming rate are usually common in population, psychology and consuming behaviors For example, among many beer addicts, a majority

of them are men who age from 25 to 50, and many of them have vigorous personalities This property will benefit the marketers in developing the strategies for prices, advertisement content, selling method

Loyalty to the brand: Market can be divided based on the loyalty of customers

through buying and using the products With this method, there are several types of customers: loyal customers, fluctuating customers, non-loyal customers With loyal customers, they have consistency in choosing and using certain brands Fluctuating customers are those who lack of consistency in choosing and using certain brands They may switch from this favored brand to another one Non-loyal customers prefer the available brands, comfortable affordability or novel products The overall market includes those types of customers with different rates Dividing the market with this method helps companies know the acceptance of customers to their brands and competitive brands Depending on the type of customers and the purpose of company to come up with a suitable marketing plan The loyalty of customers may come from many different reasons, and in many cases it has a vague concept, so it is not commonly used to divide the market

Besides those analyzed criteria, readiness on buying or attitudes (like, ignore, abandon) of customers are also used to divide the market But in reality, it’s either difficult

or costly quantifying those criteria In commerce field, they are usually used to categorize types of customers in direct transactions Loyalty, attitudes are widely used when it comes

to social marketing

 Market dividing based on customers’organizations:

Basically, those bases of market dividing based on consuming can be applied to market dividing based on organizations Consumers are organizations which are geographically divided (areas, regions), following the consumers’ behaviors with these common criteria: searching benefit, consuming level When dividing the market based on organizations, the common way used is following two stages: macro dividing and micro dividing

- In the macro stage, there are criteria: product types, direct users, product use, the consumers’ scale that is commonly used

- In the micro stage, there are criteria: the commitment of sellers, the assessing standards that sellers use to minimally divide those criteria picked at the macro stage Market dividing has brought up some marketing opportunities for a company The next step in the marketing process is to choose a market with aim In this step, the company has to make a decision about the number of market segments and what the most attractive market segment is

To make a proper decision about market segments, there is chain of activities needed completing: first, evaluating the market segments; second, choose the occupied market segment or the objective market segment Evaluating the market segment: the purpose of evaluating the market segments is to identify the attraction of them in performing the aims

of the companies

No.4: Explain the process of integrating Marketing communication

Explaining the factors in the model:

- Sender: The owner of the integration between commerce and media That could

be cooperation, organization performing the commercial and medial activities for the customers

- Intended message: Intended message is the message whose purpose is to affect

the customers to receive something from them as intended

Noise

Receiver

Encrypt the message Transferring

Means

Responsive reaction Responsive

information

Sender Intended

Message

Encrypt the message

9

10

8

7

3

Transfer the message

5