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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 1 2 3 4 6 7 Sender Receiver Intended Encrypt Transfer the Encrypt Message the message the message Transferring message Means Noise 5 8 Responsive information Responsive reaction 9 10 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 - Encrypting the message: Using the medial language to transfer the medial ideas into symbolic appearances so that the receiver can understand the message For example: to advertise Neptune oil, the sender wants to show their customers the advantage of this oil is to bring up the cozy family atmosphere To do so, they present the picture of family sitting together and eating happily with the delicious food cooked with Neptune oil Or in another advertisement, when they want to describe the sharpness of LG televisions, instead of using words, they represent a picture of a deer drinking water, having its shadow onto the water, which makes the tigers delusional and start to prey the deer’s shadow - Transferring the message: Collecting the symbols with a message from the sender through many means - Transferring means: The message can be transferred to the receivers by these means: broadcasting, radiocasting, newspaper, Internet, etc - Encrypt the message (Decoding): the process in which the receivers handle the encrypted commercial-medial message from the senders to get the intension of them To ensure that the message is effective, the decoding process of the senders must be equivalent to that of the receivers Therefore, the message basically has to be familiar to the receivers For example, when receiving a gift from a special friend, the receiver will have to find out the message that the sender wants to deliver - Receiver: the aimed customer that the owner of the message wants to convince - Responsive reaction: They are the reactions of the customer after getting the message The sender needs to discern the receiver’s reaction to adjust the plan, the medial tactics - Responsive information: The message from the receiver hits back on the sender Through the responsive information, the sender will know the effect of the medial program - Noise: they are the impacts to the message, making it wrongly comprehensible compared to its original stage Noise can come from the physical environment (noise), or it’s because the receiver cannot get the point, cultural base of the sender For example, when communicating with people from different cultures, different occupations, different social classes, etc The senders are usually careful in using words (both verbal and non-verbal language) as well as styles of expression to prevent regretful misunderstanding No 5: Explain “Direct marketing” and its applicability with examples According to the Direct Marketing Association, direct marketing is the medial system that frequently works and has the interaction of some media means to create the exchange reactions or positive transactions (measurable) from the customers that are less likely to be limited by dimension and time The most basic difference between direct marketing and other types of marketing is the interaction, information exchange between the sellers and the buyers, the media owners and receivers Through that, corporations can easily evaluate the effect of their media methods Direct marketing is expressed through many medial activities that aim directly to the customers like: the recommendation letter of products and companies, the order letter with the product categories for the customers to choose Direct marketing brings many advantages to both customers and corporations To customers, direct marketing helps save time, introduces many new products, are suitable to modern lifestyle; surpasses the dimensional difficulty, prevent them from joining unsafe traffic, pick the most satisfactory products To corporations, direct marketing helps to find the true orders to each product, get information of the customers in the fastest way, precisely aim the objects with high medial effect and low cost Besides, it can ensure the privacy and the invisibility of the tactics with the competitors (with the medial marketing, competitors can get access to the medial programs of the corporations; while with direct marketing, the competitors may get tricked, because only the customers will receive the information.) the biggest advantage of direct marketing is the ability to measure the customers ‘responses, which helps the corporations to assess each of their direct marketing program They can know for sure which success and which fail, so that they can have reasonable policy applied to each group of customers, each kind of products and each market region Finally, direct marketing helps to effectively use the human resource, especially to the companies which face the case of reducing their human resource, the small and average organizations or the companies which aim to the separate market segments with typical inquires However, direct marketing has some drawbacks such as: requiring the initial investment for database construction, material conditions, asking for human resources with people who are professionally trained for service One more problem is that not in all conditions is the direct marketing welcomed In the case where the market mostly consists of customers with daily buying behaviors, buying at the market or only trusting their personal experience after using the products, direct marketing cannot promote its efficiency in the first stage but has to have time for the customers to get familiar with The practice of direct marketing In reality, direct marketing is not the completely novel concept: In 1498, in Venice, there was already product category to provide the information for the customers In 1667, The British Gardeners Association published the book “List of gardens”, with the info about gardening, to give out to the customers who were interested in gardening Likely, throughout the 2 centuries XVII and XIX, many letter-formed categories were published From the 60s of the previous century, direct marketing increasingly developed to be the main marketing tool in many developed countries Many people predicted that direct marketing would soon take over the other types of marketing and become the leading marketing tool, because it is the combination of 3 components: advertising, selling promotion and direct selling The fields that are predicted to pay more for direct marketing are: transportation, industrial service, media, customer service, direct selling, technology products, bank service, odd selling, etc From the end of XX century, direct marketing has strongly developed in many nations According to The Europe Marketing Association, in 1998, the Europe organizations spent the total cost of 2 billion USD for direct marketing and the increasing rate of this it is not less than 10%/year In America, direct marketing though letters has the revenue of dozen billion dollars In 1991, more than 45% Americans had bought something through direct letters; and according to the Direct Marketing Association, the revenue of direct marketing in America in 2006 increased up to 6% compared to year 2005 and was up to 6.5 billion USD In 2007, the revenue of direct marketing continued to rise to 7.4% and reach 7 billion USD, whereas those of other types of marketing were only about 3.9% In Australia, in the 5 recent years, the increasing rate of economy is about 4%/year, but that of direct marketing has already exceeded 16%/year This country has 12 million email addresses that are readily connected to organizations REFERENCE