Bài tập môn quan tri marketing tienganh

NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION GROUP EXERCISE NUMBER COURSE: MARKETING MANAGEMENT CLASSES: GAMBA01 D0109 GROUP 04 IMPLEMENTATION Dinh Quoc Lam Vu Huy Dung Cao Minh Trung Huynh Van Khanh Nguyen Thanh Dung HCM CITY - MAY, 2010 1/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management SUBJECTS Question 12: What's the difference between marketing tangible products and marketing services (can select a tangible product and a specific service) ANSWER I INTRODUCTION In recent years Vietnam's economy is on the rise, the economic structure is shifting positively.Free trade situation as increasingly joined with the World Trade Organization (WTO), a very important role in marketing issues and consumer products especially products and services.However, for services, such as intangible goods that businesses provide to users and to satisfy needs and wants of them, and by the distinct characteristics of services compared to goodstangible business products and services more difficult and more complex risks Prior to that status, enterprise business products and services should clearly distinguish the differences of tangible products, services and products, to build a marketing strategy, product mix, marketing-mix of products and services to bring the best performance for businesses to meet needs and customer satisfaction To better understand the importance and differences of product marketing, and marketing services, Group selected topic "The difference between marketing tangible products and marketing services (can select a tangible product and a particular service)" II ANALYSIS Summary of marketing theory By definition for managers, marketing is viewed as "art sale", but rather surprised that the most important elements of marketing lies not actually sell products Peter Drucker, 2/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management the top of management theorists said: "But the purpose of marketing is how to know and understand good customer that product or service that best fits them, and it will sell itself Ideally, marketing should result from the shopping available Since then, the creation of products or new products and services become necessary to create them Modern Marketing Theory focuses on satisfying customer needs by focusing on understanding the market, the customer Enterprises must first be interested in the needs of potential customers, then go on to produce goods and products or create products or services that meet customer expectations Theory and practice of marketing is set based on customer use a product a product or service that only when they have a demand because the product or service that delivers a real benefit to them The difference between product marketing 4P and marketing services 7P Two aspects of this marketing is to find new customers, keeping close contact with existing clients The commercial products are developed to meet the desires of different groups of customers, and even in some cases, only a specific group of customers E Jerome McCarthy marketing-mix classification of products into four basic groups of activities and have become popular include: 2.1 Product Product could be goods or services, including elements of intangible and tangible A product sold on the market if it meets certain needs of certain consumers.When referring to a product (with all elements of intangible and tangible), they usually divide it into three levels - Level 1: Level of basic or core products are the basic benefits that will bring products to customers For example, automobiles are a means of personal transportation, a work vehicle, a means of storing the property and sometimes it makes you become more luxurious 3/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management products Level 2: The product actually includes all elements reflect the existence of such as indicators reflect the quality, features, brand, appearance, packaging These factors help businesses differentiate their products with products of competitors and also as a basis for customer choice in the same products - Level 3: Additional product (advanced) This level mainly consists of client services such as warranty, installation, training, use, delivery door, to help customers feel more comfortable, happier It is a weapon of competitive enterprises Not long before, when the difference in price and quality are no longer significant competition in the market will move towards focusing on customer service 2.2 Price Price is the amount of money that customers spend to get products and prices of products that affect the number of products will be sold on the market To determine prices for their products, companies must be based on many factors, including elements within the (target marketing, production costs,.) and external factors (demand of the market field, competitive situation,.) 2.3 Distribution Distribution is the activity to bring products to targeted customers For every business there are many different channels as directly, indirectly through the intermediary distribution or a mixture of two forms above The organization of good distribution system will help companies increase product consumption while saving costs 2.4 Promotion Promotion called Media Marketing with purpose of information, encourage, persuade customers to trust in business, the product and lead to consumer products Marketing 4/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management Communications, including four small elements: advertising, direct sales, promotion and customer relations A marketer can use these properties to build a complete marketing-mix plan 4P model has the most effective applications when marketing-mix create the value of tangible consumer goods Use it to set policies on product, pricing, distribution systems and promote at the best direction In fact, competition for global markets at present, in addition to tangible products also have products and services, so there 4P model has limitations when applied to marketing products and services So many researchers have given the extended model 7P, to satisfy needs and wants of them, and by the distinct characteristics of services than tangible goods are: - Differences in the characteristics of products and services than tangible products: Tangible Products Products and Services * Can see: * Can not see the (invisible): - There exists a material form - Services can not touch, smell or see them before use, does not exist in material form, - The patented - Services can not be patented - It can display and advertise - Customers can handling and - Services can not display or advertise discrimination, assess the quality before - Customer assess service quality after use, purchase, or before use based on experience, information and belief of the customer based on the location, nature, place of supply, the supply * Can be separated: * Can not be separated: Tangible products can be separated from 5/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management manufacturers, transported to another place The process used and provide services can for the proceeds Customers can purchase not be separated Customer service can not for home use Tangible Products take home to use Products and Services * Storage: * Do not store: - Can be archives, can be inventories, can - Services can not be stored as tangible be return, may withdraw or re-sale products, - Supply and demand can be balanced by no inventory, can not be refunded, sold or withdrawn the number of products produced between - Supply and demand balance is difficult, different times often imbalances between different times * Stable quality: * Diversity and quality is not stable - Stable quality by the same design, - Service quality can not be the same, due technology, production process, the product to the impact of human factors quality as each other, through the examination process, products not meet quality will be eliminated before workshop - No involvement of customers in the manufacturing process identical service - Customers who participate in and influence the process of implementation services - Quality products certainly true as the original design - Quality of service is single, can not have - Service quality depends on factors of control - Not sure whether services are delivered in accordance with service plans & be announced 6/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management From the above characteristics, we found the service is operation process of activities and behaviors based on intangible factors to handle relationships between enterprises and customers Services associated with the performance / achievement by each service have targets that bring value to consumers Performance here is the utility value and increase value that consumers will receive through the use of services So the differences of tangible products and services to marketing-mix 4P model for tangible products is not enough to perform the services that need to add three more factors including: 2.5 People Human factors are primarily the company's staff, especially staff in direct contact with customers They both are involved in the exploitation process of creating the service, just as the seller Acts, gestures, speech, dress, will affect their psychological customers.Knowledge, skills affect their quality of service Customers receive services and participate in the process of customer service, relationships between customers together also the problem that "Marketing-Mix Services" interest 2.6 Tangible Factors (Physical Evidence) The disadvantage of service is that intangible should need to use tangible elements to effect positive psychological customers, improve service quality in customer perception These elements exist at transaction, together with products, people, advertising equipment and facilities, corporate culture 2.7 Process For the service sector, the supply and consumption occur simultaneously, customers participate in the process of creating the service That process has psychological impact on customers Marketing-mix therefore also focuses on the service provider process 7/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management The difference between marketing tangible products and marketing services about factor productivity and quality 3.1 Productivity For tangible goods and products, yield is the product of the marketing requirements of the criteria, the creation of commodities have increased productivity criteria so completely invested in technology and production processes For services, productivity is the amount of services that particular level of production of a unit providing services in a given unit of time and is offered to customers Productive health services associated with production Productivity is dominated by specific labor, with mature operations skills of man-made services Due to the characteristics of the service is an intangible product, is a big difference on productivity issues, typically has 04 major issues dominated productivity services are: - Improve the quality of labor force - Increase investment in technology and equipment - Actively tested before delivery tasks to employees - To renew personal communication services Increasing productivity requires services involving the cooperation of customers, in the process of production and distribution services Services increase productivity by changing customer behavior and expectations along with their acceptance of such changes For example, some hotels with attractive price, but did not meet the demand for morning coffee at the bar To meet this demand, the hotels must increase this service by equipping the rooms, electric hot water, tea, coffee and encourage customer self-service As a result of customer demand is satisfied, the employees have time to other important work and services to increase productivity 8/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management 3.2 Quality For tangible goods and products: a cognitive perspective on quality as "Quality is as good product from the beginning, not have disabilities, "Quality control by maintaining strict manufacturing processes and technologies, control of all the errors until the finished product For products and services: Awareness and assessment of service quality more difficult and complex than the existing product quality, intangible by nature, heterogeneity, essentially no inventory, perishable and no interruption in production and consumption So when the marketing-mix service, managers to focus efforts on the provision and control of tangible clues used by customers in evaluating service Service quality to relative and subjective, depends on perceptions, expectations and satisfaction of customers In short, customer satisfaction is related to service quality If high service quality, satisfaction level achieved expectations, customers feel happy and satisfied otherwise The basis of the quality of service is labor quality and the quality perception gap Quality of labor depends on the skill of the contingent labor supply Due to the high skills that make personalized services and maximize satisfaction In short, quality marketing services including criteria are: Consumer satisfaction level of customers, employees transactions, the organization inside physical environment and facilities, corporate image and the interaction between client staff during implementation services 3.3 Reviews In the competitive global market today, Marketing in the 21st century is no longer confined in the traditional formula 4P, which has been 3P expanded into a formula 7P The marketing effort will be to add more power and defeating the competition with this new formula The reason many businesses now not want to apply the 4P model anymore because 9/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management it's too simple, not to mention it is based on subjective assumptions that customers always have the ability to reacognize and express their needs in a way beneficial to marketers In addition, businesses should remember that the customer is an individual, but they also represent a set of consumers capable of decision markets, or target market segments Therefore, marketers must consider each individual customer is the source and destination marketing activities 7P model has additional marketing overcome deficiencies above, marketing professionals can easily influence and control the results of your marketing initiatives and demonstrate the basic spirit of modern governance is weak Human factors and system factors People or personnel is not the most important factor in planning, implementation and management strategies of the enterprise to increase productivity and product quality but also to build and maintain relationships with customers, offering solutions to improve service quality to retain customers by improving customer loyalty and increase profits for businesses Evidence specific tangible product marketing and services marketing 4.1 Toyota success on the U.S market 1955-1980 with the application 4P model From 1955-1980 the company produced Japan's Toyota has successfully penetrated the U.S market with the application of effective marketing 4p model as follows: 4.1.1 Product strategy Faced with the cars products of American and Europe, Toyota's product strategy is to make high-quality car, nice small design, design refinement, fuel economy, fast, convenient maintenance and economy Because it is compatible with American demand, it just moves in the U.S Toyota has established a reputation of quality After standing on American soil, they have quickly expanded application product strategy, continuous improvement improve product quality and improve labor productivity Add to that an additional continuous investment in technology, building workshop with advanced equipment, staff training with 10/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management technical high, and a series of training professional workers, strengthen scientific managemen 1958 Toyota average production worker was 1.5 units a year, in 1969 to yield up to 39 units a year At the same time the average labor productivity of employees GM cars on average 8.9 units a year and increase only 11.4 units a year Improving product quality, create a product "no errors" is the slogan Toyota They focus on quality control in the production line They consider quality as the lives of enterprises, thereby assuring the reputation of the Toyota brand 4.1.2 Pricing strategy Toyota moves in the U.S market, they apply a low price strategy, competitive, target is not high profit from products that can quickly moves in the market, achieving the number certain market share, establishing a long-term dominance To penetrate the market, must take advantage of potential customers, setting prices lower than competitors, as loss of profits in the near future as part of investment to exploit long term market expansion Toyota moves in the U.S market, they apply a low price strategy, competitive, target is not high profit from products that can quickly moves in the market, achieving the number certain market share, establishing a long-term dominance To penetrate the market, must take advantage of potential customers, setting prices lower than competitors, as loss of profits in the near future as part of investment to exploit long term market expansion 4.1.3 Consumption distribution Based on thorough analysis of competitors, the Toyota company selected a retail plan advance and synchronized To ensure product easily penetrate into the market, must be completed risky step from production to consumption levels charge -First, the service instance of maintenance and after sales is good Second, selected key consumption Initially, Toyota selected a number of seaside cities like Los Angelet, San Francisco Timely detection and repair error, gain experience in international business After stabilization, Toyota began full force landed in America 11/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management - Third, strict screening agents To ensure the brand, especially early to bring products to market, precise recruitment agents both have strong capital and must have extensive experience in sales to reduce the risk, increasing consumption but also work as a model and training of skilled personnel marketing for company - The four, use funds to help and encourage the consumption 4.1.4 Strategies to promote consumption (Promotion) In order to succeed in the U.S., nuclear in strategy to promote consumption of Toyota is full power is concentrated to direct advertising to the market To polish the image of Toyota automobiles, they had a propaganda campaign very large, young and old baby causing great everyone knows to Toyota During this period, advertising costs for Toyota more than many competitors Content advertising designed by experts, sophistication is and high technical To avoid conflicts in trade relations between the U.S and Japan, Toyota has enlisted the support of the American people Along with the advertising efforts, they also mention the many advantages in function and bring benefits to consumers when used Toyota Advertising strategy "import car but American spirit." Toyota is finally successful in the U.S market, not to affect situation of 02 friendly countries 4.2 BeeLine company with application service marketing 7P model In the context of competition increasingly severe current between products and services brands in all fields and industries such as: FMCG, consumer technology can easily see that paradox is while the pricing of other commodities rising more, the telecommunications sector have opposite Suppliers of mobile network services continuous offering marketing programs, promotions attractive, lower prices to attract and expand their market share Overall, the big names in the field of mobile telecommunication networks has been on the market position as well as position in the minds of consumers for many years So the question is what direction, the marketing model for the "next person"? Furthermore in time at which the impact and effects of world economic crisis is very large, this is a new 12/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management challenge to join! The appearance of BeeLine is a major brand of mobile telecommunication networks active in the countries and territories in Eastern Europe and Central Asia has caused "fever" for the market and the community in recent months Just over a month after joining the market, BeeLine was up "stirring" telecommunications market and attention in the world of marketing, has been quick to recognize high (78% level of brand awareness - CBI) This demonstrates that BeeLine is a strategic platform quite strong, or more correctly say is a complex model of marketing based on the principles of modern marketing in planning and find an effective competition policy for and appropriate their style Today, undeniable the role, impact and applications of marketing in different fields It is easy to see through the decades, most businesses successful and sustainable development is the marketing oriented company Modern marketing through model 7P with trend of empowering marketing in corporate governance organization and management, has shown how in the case of BeeLine products launched 4.2.1 Product & Price 13/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management This is a strategic group has nature background in marketing management that BeeLine has shaped the product strategy, from idea until the formation of a complete product to consumers, with reasonable price policyand was launched at the right time Mobile telecommunications market Vietnam has great potential with a population of more than 80 million people, a high percentage of young population, and is one of the most developed areas in economic integration Exploit "vulnerability" of the market when consumers have not been put in place of "God" and the psychology of loyalty is not high, BeeLine launched attractive products is Big Zero, a package with "value champion" and "spoiled say forget the date!" This is persuasive messages about the benefits of the product because it meets the expectations of consumers clearly, no specific limbo and was visualized by a giant Zero (Big Zero) For the price policy, all calls within the network of BeeLine will only charge for the first minute of 1199, reminiscent of very high nature, because 0199 is the number of BeeLine network Charge of network messages would be 250 per message in the internal network and 350 VND / messages to foreign networks, and this is definitely the cheapest package in GSM group current Even the off-net calls BeeLine will be lower than the 2030% compared to other GSM networks As can be seen clearly that the competitive advantage of the BeeLine is: (i) The service provider network international, (ii) international experience in the top 10 global telecommunications brand, (iii) the Strategy of products 4.2.2 Place & Promotion For distribution strategy, how to cover market and bring products to consumers quickly, as well as displaying images and messages of products, advertising items, decorative shelves To attract attention and make it easy for customers to choose In this respect, BeeLine has been implemented successfully, contributing to promoting awareness of packages and brand Distribution of BeeLine network has over 3000 retail sale of SIM and scratch cards, including traditional distribution channels and new distribution channels in Vietnam market that the shops selling mobile phones are specially designed with BeeLine 14/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management international standards The official store of BeeLine will be launched next year in major cities The interesting thing here is the point of sale BeeLine working with eye-catching design is placed on major streets, it was easy to reach this target audience and also features new, innovative in marketing activities in Vietnam Advertising or media purpose to the dialogue beyond to consumer, market and community recognize and feel the key messages of the brand in a better way, but it is also active with the most costly! BeeLine brand mobile network shows highly integrated and synchronized with a media campaign to create the best interactive effect between the brand and target customer groups by optimizing brand touch point through media channels such as: Televisions ads, newspaper ads, public relations, brand activation, marketing events Building program of the brand (brand visibility) decorative objects by advertising in sales channels, outdoor advertising signs as signboard, billboard also occurs in a consistent manner 4.2.3 People & Systems This is a strategic group to show the basic spirit of modern governance that human factors and system factors People or Personnel is the most important factor in planning, implementation and management business strategies towards building and maintain relationships with customers and other stakeholders Process systems or professional apparatus to standardize operations as well as enhance the competitiveness of enterprises Thus through the marketing activities in the recent past, in other words see through things, much less can we imagine the profession of BeeLine Vietnam 4.2.4 Philosophy Factor (Philosophy) At the strategic level is the level of ideology, philosophy, culture in an organization, including the factors of mission and vision of the business Marketing first is a philosophy, 15/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management an important component of corporate culture where all members must understand and implement, its orientation in understanding the needs and satisfy customer needs BeeLine can this with the idea of advertising impression through pictures of cute baby chicken, accompanied by a message brought interesting philosophical "live on the bright side", reflecting the friendly, funPop, youthful, modern and active life motto, very close to the young Since the first in the history of movie ads Vietnam's using computer graphics techniques like high technology used in the animation genre, BeeLine has created characters almost so real and vivid, with clear messages to convey a creative way so they occupy a position in the ranking of 10 consumer TVC favorite! It was found that BeeLine has been building and deploying applications 7P marketing model and a comprehensive system, initially made a mark for target customers as well as the positive reception from the market and community We hope that BeeLine will continue to expand coverage increasingly larger Besides, should continuously improve service quality and always bring new marketing activities, unique, creating attraction between the BeeLine brand and customers in the coming time which are sources of sustainable development and prosperity 4.3 Overall Comments Over 02 specific examples above, the general phase 02 companies including Toyota and BeeLine are successful marketing of tangible products with traditional 4P model General meaning of the combination 4P is: A marketing strategy is built on the chassis 4P will start on product policy This is a reasonable for the most essential of a business is to have a product or service to put on the market After receiving the product, the manager will start to calculate the tariff policy After receiving the product, the manager will start to calculate pricing policy Pricing policies may affect the distribution system of products Finally, after determining the product distribution policy, the manager will decide what type of advertising to promote the sale of products All policies are built on targeting the item tieu.Tren theory, if the enterprise can perform any one factor in any P 4P better 16/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management opponent, the enterprises will have the advantage competition - Toyota 2P investment focus is basic product strategy and pricing for different levels than its competitors, including economic factors and better quality opponents - Customer results become more popular and more successful Toyota also recognized that if their products are presented to better opponent, they can make a difference for their products while promoting it and attracted the attention of customers The key to the success of businesses in developing marketing strategies based on the 4P framework that they must realize that customer is the focus, target market while the focus 4P around it Conversely, even if your company has a good product but if you sell products at prices that are not consistent (with target customers), customers buy hard to find or not easy to find or buy your product (the role of distribution), few people know your product (the role of media marketing), you would still likely fail in business product Both companies are 02 to combine smoothly and successfully all four factors mentioned above However, for an enterprise current service provider as joint-stock company communications services BeeLine.) then the 4P marketing is not enough, but must also focus on the model 7P according to the characteristics of a services business Two in three strategic element are added such as people & process (P5 & P6) also be adapted very well to analyze the factors management in 7P model This is the second group of elements within the company Marketing Management should have creativity and principled and a very good combination P5 role of individual as well as systems and process management P6 P7 (Philosophy) is a business philosophy, including vision, mission, values and corporate culture.If P7 is better applied to create a dynamic working environment, creativity and consistency in strategic action Services also feature "inseparable", ie the provision of services often occurs simultaneously with the consumption of services Thus, the role of 17/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management human factors (people) are very important in providing services In the case of company BeeLine, the human element above is employees and customers, is the embodiment of service quality of BeeLine Customers with good or bad impression with the media services company depends very much on their perception contact with the employees This means that service companies must be very focused on the recruitment and staff training, especially those who frequent contact with customers III CONCLUSION From the analysis and evaluation of marketing model above, we see the need to clearly distinguish the difference of the tangible product marketing and marketing services in the service business is located is particularly important with the success of businesses, marketing services is an aspect quite different from conventional products marketing The word "services" refers to the relationship of communication more personal Understood in a sense, marketing services is marketing of the promise, the promise of enterprise will give consumers some specific benefits Organization of marketing in companies producing tangible products often apply traditional 4P model This is the most classic models in marketing, is the foundation of most of the strategies, solutions or analyzing and evaluating marketing strategies for existing products Use 4P to establish policies on product, pricing, distribution systems and promote best direction In fact, with global market competition today, most companies are developing tangible products coupled with service, so there 4P model has limitations when applied to marketing services This principle is quite constrained and is based on subjective assumptions that customers always have the ability to recognize and express their needs in a way beneficial to marketers So many researchers and practitioners has taken the extended model as model 7P for strategic marketing services Model 7P added and overcome the above shortcomings and demonstrate the basic spirit of modern management ensure that innovation and expand the traditional elements of 18/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management marketing tangible products to suit business services, while implementing effective elements: people, process services and services customers In the context of appear competitive markets about current trading of electricity, customer needs change rapidly, the companies providing services and producing electricity by EVN when application of strategic marketing services will be constantly concerned "7 character P" to ensure that their business the go on right way and achieving the best results, can best serve the interests of business and customers on the current competitive market 19/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management REFERENCE - Textbook "Marketing " - Master training programs internationally - Textbooks "Marketing service" - Assoc TS "Luu Van Nghiem" - Slice "Marketing Management" - Dr Dang Ngoc Dai - Website: www.vnbrand.net/./ung-dung-mo-hinh-7p-phan-tich-chien-luoc NOTES - Peter Ferdinand Drucker (November 19, 1909 - November 11, 2005) is the world's leading experts on management consulting He is considered the father of the Management of modern business, is the author of many popular management books, including books of management challenges in the 21st century His contributions are appreciated, the Financial Times magazine voted him as one in four managers master of all time (along with Jack Welch, Phillip Kotler and Bill Gates) - E Jerome McCarthy is an American, a marketing professor at Michigan State University and other schools like the University of Notre Dame He is the author of the book affect the basic marketing - Toyota is the company produces the world's largest car is headquartered in Japan - Vietnam, October 5, 2009: Altimo and Telenor, two major shareholders of Vimpelcom Group, leading provider of telecommunication services in Eastern Europe and Central Asia with the BeeLine brand has decided to merge the ownership of shares of Vimpelcom and packages Kyisvstar into a new company called Ltd Vimpelcom Ltd Vimpelcom will provide mobile communication services of high quality integrated in Europe, Central Asia, as well as in Vietnam 20/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management 21/21 ... "Marketing Management" - Dr Dang Ngoc Dai - Website: www.vnbrand.net/./ung-dung-mo-hinh-7p-phan-tich-chien-luoc NOTES - Peter Ferdinand Drucker (November 19, 1909 - November 11, 2005) is the world's... – Marketing Management REFERENCE - Textbook "Marketing " - Master training programs internationally - Textbooks "Marketing service" - Assoc TS "Luu Van Nghiem" - Slice "Marketing Management" -. .. customers Marketing- mix therefore also focuses on the service provider process 7/21 NHÓM 4_GAMBA01.D0109 MKTG676 – Marketing Management The difference between marketing tangible products and marketing