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Trang 1 BÀI TẬP CÁ NHÂN MARKETING MANAGEMENTCONTENT 1/ It can be explained belowaManufacturing concept:Economicstandpoint: Manufacturing is the process ofcreating productsandservices tha
BÀI TẬP CÁ NHÂN MARKETING MANAGEMENT CONTENT 1/ It can be explained below (a) Manufacturing concept: Economicstandpoint: Manufacturing is the process ofcreating productsandservices that meetthe needsof society Marketing standpoint: Manufacturing is activitiesin orderto createvalueand benefitsforcustomerswhichto achievetargets of profit for the businesses.Thus, according to marketingstandpoint,activitieswhich do notbring valueandbenefit tocustomersarenot considered to be the production (Philips KotlerMarketingbook) *In essence, the manufacturing is the processes oftransforming the inputs, then, changingthem intothe outputsunder the form ofproductsorservices (b) Product line: The product lineis a series of the sameproductsabout the structure, function,shape, and characteristicthat can be readilyidentified For example, computershave a lot ofcategories,so that customersareaware ofthemanufacturer Therefore, everycompanyproducesitsownacertainproduct linessuch as Dellx130, Sony, Acer5100, Hp5600, Nokiax, y,z, iPhone5S (c) Product expansion: The effectiveness in marketing requires businesses not only to develop good products, attractive product pricing and splendid support to target customers, but also to positively communicate with the potential customers All of the activities of a business in communication with customers create a mix product expansion of the business This mixture consists of a unique combination of advertising, direct sales, sales promotion and public relations activities that businesses use to promote the objectives of their own products expansion and marketing Then, the first step in the process of development of mix product expansion is clearly defined target (d) Social marketing concept: According to Philip Kolter in 2002, there is a definition about social marketing It is said that social marketing isthe use ofthe marketing principlesandtechniques in order to influencetheirtarget audiencetoaccept, refuse, modify, orremoveacertainvoluntaryaction, whichisusefulfor individuals, groups orsociety According to Alan Andreasen in 1995, there is a definition more academic It is said that Social marketingisthe application ofmarketing techniquesintobusinessthroughthe analysis, planning, implementation andevaluationofprograms which aredesignedto influence thevoluntary behavioroftargetgroups in orderto bringthegreatnessto themandsociety in whichtheyare members According to Nedra Kline Weinreich in 1999, there is a simple definition of social marketing It is said that social marketingistheuse ofmarketing techniquesto encouragement aboutconsensus aboutacertainbehaviorto improvehealth andhappiness for every member in the society 2/ Explain difference in marketing concept, along with suitable examples Marketingisagoodproductis soldinconvenient placesforthe right peopleto buyfora reasonable price (Adcoketal) For example, abusinessenterprise which productsbranded goodsbrings its own goods to guests inrural areas having low income This activityofbusinessenterpriseproved that it does notunderstand about marketing It doesnotsellwhatthe customer needs, it just sells onlywhatthey have Marketingistheactivityaimedtowards to the satisfying of customerneedsand wantsthroughthe processes of interaction exchange (Kotler1980) For example, that continuous improvementactivitiesin orderto bringproductsto customersmorebenefits rather than old timesisdoneincorporatemarketing activities For example,EVN is equipped withelectronicgalvanometer forcustomerstobemorefavorable, notwasting of time forwritinga monthlyindex; besides, it increases theconfidence ofcustomers towardsEVN about themonthly amountof electricity That ismarketing To achievethis, theremust be surely from EVNstaff that working inmarket research, customer researchandeffectivemarketing strategy Marketing is a task in the organizational structure and a set of processes in order to create, exchange, convey value to customers, and for managing customer relationships in different ways to bring the benefits to the organization and the members of the General Meeting of Shareholders (American Marketing Association - American Marketing Association, 2008) For example, Honda is always a pioneer in the introduction of new product lines, which is known the 2-wheel vehicles in Vietnam Honda has improved from designs, modern technology (Product), to cheaper price (Price) Furthermore, nowadays, people want to buy HONDA wherever in the city (Place) When talking to the 2-wheel vehicles, Vietnamese wants always referred to the name of HONDA SUZUKI whether it is or what other effects This evidence shows that Honda has done good job at promotion (Promotion) Eventually, what causes the development of HONDA today, surely everyone can understand 3/ Explain the market segmentation and suitable examples Market segmentationortargetmarketingisthe opposite concept ofmass marketingandmarketingvarious products The objective ofmarket segmentationinmarketingmarketis todivide itintosmallersegments, easy identification in order to catch the demand andrespondmoreeffectively without any trouble Becauseresources of the companyarelimited, they cannotmeetallmarkets; furthermore, every businesshas adifferentstrength which is also adifference in comparison with thecompetition Hence, toeffectively meet the needsof the market, businessesshouldsegmentthe market, choosethetarget marketin order tocompete effectivelyandsurvivesustainablyrivals For example, inthe automotive market, wecan see thatinthehighestsegment, it has Maybach, RollsRoyce, etc The nextsegment is theseniormarket such asMercedes, BMW, and Audi, etc Then,thesegment with medium-high level isToyota,Honda, Ford Besides, thelowsegment includesKiaMotors, thelowquality and perishable automaker from China Market segmentation bases (consumer goods and industrial goods) - Geographical segmentation: This method divides the market into different geographical units - Psychographic segmentation: Customers are split into different groups based on social classes, lifestyle and personalities People in a mutual demographic group have various psychological charateristics - Demographic segmentation: This approach segregates the market based on ages, genders, the number of family members, family life cycle, income, jobs, academic competency, religions, races and nationalities Paradigms for market segmentations: - Researches present that beer is consumed primarily in restaurants and pubs, and generally by the young at an age range from 20 to 50 years old In addition, beer drinking frequency is proportional to age, especially for those who are 50-over For this reason, beer brands repeatedly allocate promotion girls (PG) at restaurants and pubs in order to enhance their brand awareness, and then their revenue The PG’s artful and trained invitation makes men to consume freshly introduced products than usual - Seasonal segmentation: This is the first type of behavorial segmentation Products, such as schocolate, sweets, presents and so on, are purchased significantly at annual holidays and events Therefore, this goods group is segmented by behaviors 6 “Advertising forces people to buy goods that they do not want" Elucidate Advertisement is a communication mean, which is either charged or free of charge, to introduce information about products, services, companies and ideas Advertisement is an indirect communication, in which one who has a need to convey pays public communication means to transfer the information to persuade or influence the information receipt Advertisement is an effort to affect consumer behaviors, purchasing habits or consumers themselves by providing compelling selling messages about products or services Advertisement is a young major which has close relations to other scientific areas such as psychology, sociology, economics and marketing Particularly, it owns a tight association with psychology because advertising activities are meant to alter human psychology to stimulate them to purchase goods Hence, its foundation rests on individual and social psychology Four factors which encourage consumers to purchase are AIDA: - Attention - Interest - Desires - Action The above four factors have influenced human characteristics and their psychological lives Early, advertisement places a strong impression on goods Then, it evokes sub-conscious standards and drives emotion to take over behaviors Eventually, human are trapped into a condition ‘cannot-help-purchasing’ and decide to purchase On psychological point of view, purchasing action is processed from vivid visualization to abstract thinking, from abstract thinking to action as a following diagram: Visual advertisement Awareness Sentiment Purchasing action According to the figure, at first, advertisement has to trigger attention, which makes people somewhat stop what they are doing to notice the advertisement Thus, in their brains, advertised products are portraited, researched and awared Finally, sentiment to the products is created, demand is raised and purchasing action is made to finish the process 8 Explain “direct marketing" and its applicability with examples Direct Marketing is defined by Amercian Marketing Association as an interactive system of marketing which employes one or more advertisement means so as to influence measurable responses at all places There are two main features to differentiate Direct Marketing from other marketing forms One is its direct information conveying to consumers, not using any indirect communication means Indeed, it engages commercial communication (i.e direct mails, emails, telemarketing, etc.) to individual or corporate consumers Another is its emphasis on positive, pursuable and measurable feedback from customers Direct marketings have certain approaches: Direct Mail, Email Marketing, Door to Door Leaflet Marketing, Direct Response Television Marketing, Telemarketing, Couponing, Direct Selling and Integrated Campaigns Direct Mail is stated that the marketer sends mails to consumers directly through post offices Those consumesr are either in certain neighborhoods or in the marketer’s portfolio Email Marketing is a method which sends emails to customers One disadvantage is spam, which increases a likelihood of omission of other legal emails As a result, to handle with a rapid growth of spam, a number of email service suppliers and IPS have developed anti-spam programs Door to Door Leaflet Marketingis a popular approach in fast food industries and it absolutely concentrates on zones Direct response television marketingconsists of long form and short form Long form takes a long amount of time (i.e approximately 30 minutes) to demonstrate highly detailedly, whereas short form needs a much shorter amount of time (i.e from 30 seconds to 1 minute) to inquire instant customer responses by calling on-screen telephone numbers or entering shown websites Telemarketingis a marketing method in which the marketer calls directly customers through telephone A plus for this method is that telephone is definitely indispensable due to its convenience In particular, telephone connects the marketer and his customers effortlessly, regardless distance, time, weathers and so on Couponingutilizes printed communication means to collect responses from readers with cut coupons for discounts Direct selling is a face to face selling through salespeople REFERENCE http://quantri.vn/dict/details/9610-lap-ke-hoach-marketing-chien-luoc http://vi.wikipedia.org/wiki/Marketing_tr%E1%BB%B1c_ti%E1%BA%BFp http://thieukimtrong.wordpress.com/2012/03/29/truy%E1%BB%81n-thong- marketing-t%E1%BB%95ng-h%E1%BB%A3p-imc/ http://www.marketingchienluoc.com/ki%E1%BA%BFn-th%E1%BB%A9c- maketing/901-nh-gia-sn-phm-phn-02 http://www.support.vn/marketing/ky-nang-marketing/804-chien-luoc-gia.html http://www.dankinhte.vn/cac-chien-luoc-theo-chu-ky-song-cua-san-pham/ http://www.marketingchienluoc.com/ph%C3%A2n-kh%C3%BAc-th%E1%BB %8B-tr%C6%B0%E1%BB%9Dng http://ngoaithuong2.files.wordpress.com/2012/04/mar-can-ban-5-vb2.pdf http://www.slideshare.net/giangfethut/phn-oan-thi-trng-th-trng-x-bng-tm http://vi.wikipedia.org/wiki/Marketing http://kythuatmarketing.com/co-ban-online-marketing/marketing-la-gi-nhung-khai- niem-co-ban.html http://vi.wikipedia.org/wiki/Qu%E1%BA%A3n_l%C3%BD_quan_h%E1%BB %87_kh%C3%A1ch_h%C3%A0ng http://quantri.vn/dict/details/8016-chinh-sach-marketing http://vi.scribd.com/doc/78171334/472 http://www.bieutuongviet.vn/news/f/news_detail/idnews/2/idtype/1 http://www.bieutuongviet.vn/news/f/news_detail/idnews/3/idtype/1