Pcl công cụ cho chiến lược marketing

o The concept of UK Chartered Institute of Marketing: “Marketing is the process of organizing and managing all business activities from the discovery of the real needs of consumers in a

PLC as a tool for marketing strategy

PCL CÔNG CỤ CHO CHIẾN LƯỢC MARKETING

CONTENT

Today, we’re heard a lot about marketing The company, the business enterprise has always trade in your marketing department So what is marketing, marketing processes occur, how and how to work effectively marketing to achieve the desired After learning process, research and learning, I would like to present and introduce about marketing the following:

1 The Marketing concepts

- Marketing term first used in 1902 on the University of Michigan lecture in the United States, until 1910, all universities in the United States synthesis began teaching this course Internationalization process of marketing has grown so fast Today, the business enterprise wants to achieve high economic efficiency will need to have the understanding and application of modern marketing

- Along with the development of marketing, Marketing concept also many different ways by different approaches as follow function approach, system approach, access management standpoint micro, macro And also do not have any concept is considered to be the only true, because the authors are their own views Here are some concepts that we often encounter:

o The concept of the American Marketing Association - AMA

 1960: “Marketing is the whole business operations in order to direct the flow of goods and services that suppliers provide to the consumer and user”

This concept is influenced by traditional marketing ideas, emphasizing the distribution and circulation of goods That is an attempt to sell the produce has not yet shown the following thoughts can do to produce a product that can be sold

 1985: “Marketing is a process of planning and managing the implementation of the pricing, marketing and distribution of ideas, goods and services aimed at generating transactions to satisfy the objectives of individuals and organizations and social”

Overall this is an excellent concept with the advantages: Indicate the product being exchanged is unlimited to tangible goods but also ideas and services; Marketing to articulate not only apply to business activities for the purpose of profit; defined functions of Marketing is not just sales or distribution This concept approach standpoint Marketing function, when it comes to the 4P Marketing is said, this

is also the approach of a number of textbooks on Marketing in Vietnam because it offers the advantage of simplicity and implementation guidelines high The appropriate approach to process management that Philip Korler Marketing launched

o The concept of UK Chartered Institute of Marketing: “Marketing is the process of organizing and managing all business activities from the discovery of the real needs of consumers in a particular commodity to produce goods and provide them to consumers the last company to ensure profitable as expected.”

This concept refers relative demand comprehensive search, discovery and demand assessment, determine the scale of production and distribution, sales effectively Institute of Marketing UK Marketing excavated to a strategy of market research as to the expected profits

o Concept of Philip Kotler: “Marketing is the process through which individuals and organizations can achieve the needs and desires through creating and exchanging products and value between the parties.”

This concept is presented in the form of philosophy, human motto He clearly identify the source of marketing ideas that needs and desires and

basic content marketing is the exchange of value So, Marketing need for everyone

- In addition, during the development of marketing science, there are some typical concept:

o “Marketing is the management process to identify, predict and meet customer requirements efficiently and benefit.” (UK Chartered Institute of Marketing)

o “Marketing is the whole system of business activities from the design, pricing, promotion distribute the product to meet the needs of the target market to achieve its objectives.” (Bruce J.W William, Michel J.Etzel, Fundamental of Marketing)

o “Marketing is a science entire operating business activities from production

to consumption, it needs based on market fluctuations in other words, the market is taken as a guide.” (I Ansoff, an expert on Marketing Research of the United Nations)

o “Marketing is to establish, maintain and strengthen relationships with customers and partners concerned to satisfy the objectives of this member.” (Gronroos, model based on Relationship Marketing)

o “Marketing is the economic activity in which goods are transported from producers to consumers.” (Hamilton Institute, USA)

o “Marketing is a business philosophy with its focus on the consumer and profitability.” (General Electric Company, USA)

- Through the above concepts, ideas can draw the following main Marketing:

o Consumption meant to be taken seriously sale

o Just sell the enterprise market should not sell what you have

o Marketing activities towards satisfying the needs of customers better and better For the consumer market and what the manufacturers need to study the market carefully and respond flexibly

o Marketing is not a phenomenon that is a process starting from the stage of market research, search needs to find a product to satisfy demand and then the process is repeated

o Marketing associated with organization and management, bringing fast demanding scientific and technical progress in the production business

- So, is understood as total harmonic Marketing activities, with clear purpose

2 Market Segmentation

“Market segmentation is the process of dividing customers (overall market) of a certain commodity market into a number of smaller groups, but differ in each market have common characteristics and needs , desires, behavior.” Group above market called market segmentation “Market segment is a group of customers have the same response to the same set of stimuli Marketing a Business.” These

same characteristics mentioned above is called the criteria for market segmentation

The purpose of market segmentation

- Segment of a market for products from the market place becomes heterogeneous homogeneous pieces Helping businesses identify customer needs in each segment through research, analysis and market segmentation

- On the basis that help businesses focus resources to formulate and carry out the appropriate marketing mix activities to exploit and serve the needs of selected market segments

- The understanding of the target market segment will help enhance customer satisfaction through higher market strategies of enterprises with clearer objectives This promotes the product design, advertising programs, more focused

- Market segmentation can also help to maximize profit on a unit of production rather than maximizing revenue because businesses do not need

at this time investment spread because only towards one or several

segments A company with large resources can not effectively compete with strong competitors in the market segment specialization

Summary, the market segment will help businesses find the "gap" of markets and efficient utilization of the advantages his competition The combination of satisfying customer demand increasingly higher allocation of resources to more effectively create competitive advantage and greater profitability

The segmentation process

There is no formal process to be used as standard for the detection of major market segments Please recommend a common method that companies use to study Marketing segment This process consists of three steps:

- Step 1 Survey period: Researchers conducted exploratory interviews and

focus groups in order to better understand the motives, attitudes and behavior of consumers, using the results obtained, the researcher drafted a statement form asked to collect data on:

o The nature and rank their importance

o The extent known brands and brand rankings

o The types of products used

o Attitudes toward the product category

o Data on demographic, psychological and media favorite who answered

Enterprises need to rely on the results of the research process, this market survey that determines the characteristics and requirements of consumers

- Step 2 Phase analysis: The study applied the factor analysis on the data to

eliminate the variables that are closely related Analysis of the similarities and differences of the consumer Then the researchers will apply cluster analysis to create a certain number of different market segments most

- Step 3 Attitude determines characteristics: Now each cluster are

identified distinguishing characteristics of attitude, behavior, demography,

psychology and habits of media use Maybe in a segment criteria or can combine several criteria, including the criteria and sub-criteria Each market segment can be named based on the characteristics of the most striking differences

One way to discover new market segment is the study of the hierarchical nature

of the consumer base on which to choose a brand Enterprise to track changes

in the hierarchical nature of the arrangement and consumers adjust to the changing priorities of consumers The hierarchical nature also shows the customer market segment The first buyers decide on the price of the dominant group , who first decided on the design styling of the dominant group , who first decided to trademark brand of dominant groups I have can continue and discover who is heading the type or dominant value brand , in order to incorporate it into other markets , Each song can have different characteristics demographic , interest management and preferences for media

3 “PLC as a tool for marketing strategy" justify.

A product like a human being, born and lost over time Except for the basic product ( water , basic food ); precious metals ( gold, silver ); raw materials ( raw materials ) ( coal , cotton , milk ) ; classic sports ( swimming, athletics ) , and all other product life cycle must , especially fashion products or perishable Today no one comes to the carriage , the coachman his whip , the logarithm of the size , gas lanterns The first manufacturer of such goods either bankrupt or is known switch to doing something else For example, there are now

no video products as well as DVD , but instead , the hard drive in the future or maybe landline will no longer dominate the mobile phone At the same time the market appears more and more new merchandise that five years ago , and absolutely no new goods contributed most to the overall profitability of the business This is a rule of competition , the rules relating to the concept of product life cycle We have the following definition : " the product's life cycle is the term

that describes the variation of mass consumption and revenue in the period at the beginning products brought on the market until to withdraw from the market "

The stages in the life cycle of the product

A typical life cycle of a product is represented by a curve as S-shaped and consists of 4 stages based on the variation of revenue consumed: Introduction (Introduction), growth (Growth ), maturity (maturity) and recession (decline) There's also a very important stage when the product is not marketed but is very important: the development phase of new products (Product Development)

The stages in the life cycle of the product

Through the model can be seen on the stages of the product life cycle are almost equal, despite the fact it is not The different stages in the life cycle of any given public generally lasts for different periods of time The elongation of each stage will vary between the different products Some products through many years

in the introduction stage, while some other products undergo only a few weeks However, in most cases the decline and extinction is likely to be inevitable (Inevitable), because the demand for the product is no longer available; a better or cheaper product than is given to satisfy the same needs; or promotion makes opponents stronger market

Note: Not all products also go through the stages of the cycle Some products

may fail right at the introduction stage, a number of other products through the

stage without introduction that quickly turned growth stage and mature, there is also the ideal product cycle coming to an end recovery period back to life and start

a new cycle

The significance of the study of the product life cycle

Research the product life cycle has important implications in business No product life cycle is predetermined that the issue is important that businesses need to analyze the expression of specific volume, sales to consumers recognize their products are in phase any stage of the life cycle The accurate forecasting product life cycle is very important to be able to create impact marketing strategies appropriate to provide benefits for businesses These include the following key issues:

o Strategic planning for the rational consumption of each product type

o Determining the appropriate introduction and development of new products based on strategic product development right

o Option strategies: production, finance personnel, marketing to suit each period

o Help conduct and coordinate activities Marketing-Mix to match periods

of products

o Make forecasts based

o Extend the product life cycle

4 Process of selecting the final price.

In business practice, businesses must be flexible in valuation work Therefore, the determination of the selling price in a process should only apply to the following cases:

- Enterprise launched new products into the market

- Enterprise products are launched in a new market, a new distribution channel

- Participate in the bidding enterprise

The process of pricing in the case of the need to follow 6 steps:

1 Identify target valuation

Here, we analyze the steps in the valuation process.

1 Identify target valuation

The goal of enterprise marketing role for the orientation of the tasks set out price Want to become a marketing tool is cost effective to serve effectively for the marketing strategy of the target market and product positioning of the business Therefore, the valuation must be based on marketing objectives of the business and product positioning strategy that enterprises have chosen Typically, an enterprise could pursue one of the following basic objectives:

- Maximize the current profit

- Leading market share

- Leading quality products on the market

- Ensure that exist now on the market

- The other goals

To accomplish each objective mentioned above, businesses must make decisions different prices

2 Identify the needs of the product in the target market

Each enterprise price fixed for the product will correspond to a certain level

of demand of the target market and therefore will have different effects to the

3 Estimated cost

2 Identify the needs of the product in the target market

5 Choose valuation methods

4 Analysis of competitive product prices

6 Choose prices

marketing objectives of the business The demand curve shows the relationship between two variables closely the price and demand Often the relationship between demand and price are inversely proportional relationship But for prestige goods, prices rose again accompanied by increased demand For example perfume price increase leads to increased purchasing power

3 Estimated cost

The cost of a product unit, or a unit price of the product is important bases

of valuation The cost of a unit of production (average cost) of fixed costs plus variable costs

TC = FC + VC

- TC is the cost (on average) for a product unit

- FC is the fixed cost per unit of product

- VC variable costs per unit of product

For scientific evaluation, businesses need to know the volatility of costs under different production levels In principle, the average cost curve U-shaped, ie the average cost (unit costs) will reach a minimum at a certain level

of output On the other hand, more production, more business experience, resulting in unit costs will decrease As costs decrease, the conditional businesses to reduce prices, increase market share

4 Analysis of competitive product prices

Cost analysis, price and product competition Unit cost is the lower of the purchase price Determine the market's close on price Now businesses need to understand the price of competing products as a basis for determining the selling price for its product Enterprises should also compare its cost structure with the cost structure of the competitor to find out the strengths and weaknesses of his In addition, businesses also need to understand the quality

of competing products