(Tiểu luận) final report marketing the term marketing was first used in english in 1902 at michigan general university in the us

HOCHIMINH CITY UNIVERSITY OF FOREIGN LANGUAGES
AND INFORMATION TECHNOLOGY
DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION
---------***--------

FINAL REPORT
MARKETING
Student’s name 1 : Vũ Thị An
ID: 22DH120035
Student’s name 2 : Ngô Thị Gia An
ID: 22DH120013
Student’s name 3 : Lê Huỳnh Dân
An
ID : 22DH120009
Class: KQ2207
Course:221141012214
Instructor: Ngơ Văn Bình

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HCMC, 12th / 2022
CONTENTS
Chapter 1: ABSTRACT………………………………………………..2
Chapter 2: INTRODUCTION…………………………………………3
2.1 Marketing Overview…………………………………………………3
Chapter 3: LITERATURE REVIEW…………………………………4

3.1 History of Training & Development…………………………………4
3.2 How to Create a Successful Marketing Strategy (Marketing Concept)
……………………………………………………………………………6
3.3 Determine the rationale for the organization's marketing strategy…...6
3.4 Building blocks for a marketing strategy……………………………..7
3.4.1 Intended market……………………………..……….……...7
3.4.2 Operational targets ………………………………………….7
3.4.3 Localize………………………………….……….………….7
3.4.4 Programs………………….….….…………………………..8
3.5 What is the difference between undifferentiated marketing and
differentiated marketing?............................................................................8
3.5.1 What does a differentiated marketing strategy mean?............8
3.5.1.1 Advantages………………….…….….….…………8
3.5.1.2 Defect………………………………………………9
3.5.2 What is a marketing strategy without distinction?..................9
3.5.2.1 Advantages…………………………………………9
3.5.2.2 Limit………………………………………………..9
3.6 Content marketing and digital marketing solutions to help companies take
leadership…………………………………………………………………10
3.7 4PS marketing mix……………………………………………………11
Chapter 4: RESEARCH..........................................................................
Chapter 5: FINDINGS…………………………………………………..12
Chapter 6: CONCLUSION…………………………………………..…13
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REFERENCES…………………………………………………………..14

CHAPTER 1: ABSTRACT

Wherever we go, we see many kinds of marketing that appeal to the curiosity
of users, which is also why our team chose marketing. Marketing brings a lot
of excitement to everybody, it's easy to see the form of street marketing,
luxury, and classy stores. Marketing connects people through consumerfocused corporate advertising. is the process of creating values and close
relationships and the process of obtaining value and profit for the company.
The following is a more detailed discussion of marketing. Marketing plays a
key and important role in determining the level of brand recognition, success
and growth of the enterprise.

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CHAPTER 2: INTRODUCTION
2.1 general introduction to marketing
Up to now, our lives cannot be without products and services. Every day, thousands
of millions of new products and services are introduced to the market every day. To
have a product is to have marketing related to these two things, It goes hand in hand.
Therefore, every business needs a professional Marketing team to bring their products

to customers without being left behind. Marketing is the process of optimizing and
understanding and understanding the needs, requirements, and desires of customers is
a marketing activity to identify customers and products, and the price of the product.
Marking is a vast field that includes many categories such as marketing,
communications strategy, brand development, design, pricing, market research,
customer psychology, customer positioning, and measurement effectiveness.
Although it has many types and covers, its main element is to understand the interests
and desires of customers to convince customers to buy products or services. Is a
premise for long-term development in the future. Marketing is to appear anywhere
and appear in all stages, from product formation and development to distribution, to
sales, to product promotion. Modern marketing was formed in the 1950s when people
used more media channels to reach customers. Diversified changes along with the
constantly increasing development of businesses in both quantity and encroachment.
The form of operation requires the enterprise to position itself in the business market
segment. Therefore, every business needs a marketing team to promote its brand
widely, reach customers, and compete directly with competitors in the market, which
is also the reason that marketing is always ranked first and the top industries that
attract the most human resources today.

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CHAPTER 3: LITERATURE REVIEW
3.1 History of formation and development

The exchange was created and evolved at the same time as commodity production.
Consumption of all products is crucial for all businesses because the goal of
commodity creation is profit.
There are numerous paradoxical relationships in the exchange process, including two
fundamental conflicts:
- Disagreement between buyers and sellers: In order to make more money, sellers
constantly seek to sell a large volume of items at high prices; in contrast, buyers seek
to purchase at low costs in order to do so in large quantities.
- The rivalry between sellers: Each seller seeks to acquire clients' support, triumph,
and occupy lucrative marketplaces.
These two disagreements are real and connected to consumption. The effects of these
two conflicts make it challenging to consume commodities.
Businesses offer a variety of ways to increase sales in order to survive and grow,
including:
- Letting customers swap goods if they are unsatisfied; Respecting customers; Finding out the wants and needs of customers.
- Include a random item in the package to pique clients' interests.
Keep track of and record how many things are being sold...
Conflicts between the seller and the buyer and the seller and the seller are settled by
the aforementioned solutions. That is the endeavor we now refer to as marketing.
The term "marketing" was first used in English in 1902 at Michigan General
University in the US..
Development of Marketing
Traditional Marketing - before 1945, starting at the turn of the 20th century.
Due to the market's significance to the business process, businesses must now
discover ways to sell their products rapidly by concentrating first on production and
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then lowering expenses. series. That serves as both the scientific foundation and the
origin of marketing actions. These days, marketing is referred to as passive marketing
or traditional marketing. Market characteristics during this time period:
- The market is dominated by the seller, the production is not developed, the market's
scope is limited, and there are few providers.
- According to the marketer, if a product is both nice and affordable, people will
choose it.
- The sole purpose of marketing activities is to identify a market for consumers of the
available goods or services.
- Selling what the manufacturer intends to make the seller as much money as possible
is the sales philosophy.
With the intention of selling already-on-hand items, traditional marketing was
created. Therefore, firms concentrate on selling, or "selling what we have," by using
sophisticated sales techniques in order to sell a lot of products and make the most
money possible. maximum financial gain for the seller
Modern marketing - From 1945 to the present
After World War II, the economies of the nations quickly recovered and flourished as
a result of the application of cutting-edge and contemporary scientific and
technological advancements in production, which resulted in a continuous rise in the
labor productivity of society.
Market characteristics following the Second World War:
- High economic growth and strong competition Modern production equipment, an
increase in new enterprises, and fluctuating product prices are all signs of the ongoing
crisis.
- Rapid advancements in science and technology have led to several new discoveries
and the use of cutting-edge production methods.

- The role of the consumer is growing, and the consumer starts making decisions
about items quickly because human wants are becoming more varied and
complex.The aforementioned effects have led organizations to develop new strategies
for acting responsibly and quickly in response to the market. As a result, modern
marketing was created.

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Compared to "Traditional Marketing," "Modern Marketing" has been enlarged and
made more inclusive. The wants of consumers are the focus of production in modern
marketing, which places a high value on the market where consumers have a deciding
influence.
3.2 Effective marketing strategy
A marketing strategy is a comprehensive marketing plan that aids businesses in
reaching more people and converting them into customers who use the products and
services of the company.


Step 1: Customer research, opponent and review the status of communication.



Step 2: Select the objectives, communication strategies, and audience.



Step 3: Create ideas.



Step 4: Create a detailed plan.



Step 5: Stick to the strategy.



Step 6: Effectively measure, monitor, and adjust.
3.3 Purpose of Marketing Strategy
Provide clients with information
Customers can now get closer to the company's goods and services thanks to
marketing. They will be aware of the product's details, applications, and advantages.
They can weigh this information and swiftly decide what to buy.
Considering both competitive advantages
The most affordable modern marketing strategies are email, social networking sites,
etc. As a result, small and medium-sized businesses can make significant financial
savings, giving them a competitive advantage over larger companies in the market.
Help maintain relationships with customers
One of the most crucial functions of marketing is establishing and sustaining
relationships with clients. Because of marketing, the brand has a greater hold on
consumers' hearts, earning their loyalty and trust while maintaining enduring ties with
current clients.

Continue engaging with customers.
Engage with customers in ways other than just grinning, chatting with them in stores,
and pitching products... Businesses can increase the range of connections anytime,
anyplace thanks to marketing, and from there, develop relationships with customers.
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Even if clients do not directly locate you, you can nevertheless send information and
product offers.
Help sell, make profits
The main goal of marketing is to influence consumer purchasing decisions so that
firms can turn a profit. Making clients aware of your existence will encourage them
to consider and accept your offers to purchase your goods.
Promote business expansion
Businesses are investing more money than ever in marketing. because keeping
relationships with existing consumers while bringing in new customer groups enables
commercial business activities to expand.
3.4 Composition of a marketing strategy
3.4.1 Target market
A customer group to which firms direct their marketing efforts and products is known
as the target market. Clearly, the target market determines the success of a marketing
campaign. The success of a product or service on the market is mostly determined by
four key factors: products, prices, marketing, and distribution.
3.4.2 Business goals

Business goals are objectives that the company sets for itself and that it can forecast
how it will perform over time. To ensure a steady profit for the firm, these objectives
can be defined for all enterprises as well as for each department, employee, or client..
* Steps to establish business goals:
1. Looking back at the earlier objectives you ever set
2. Research of emerging business trends
3. Choose your new objectives.
4. Creating and growing the relationships that are required
5. in line with your objectives
6. Generalize.
3.4.3 Marketing positioning
Positioning entails choosing a position in thought, being aware of the targets that the
product (or service, company, team, that person or individual) is aiming at, and
attempting to place it in that position as soon as possible. It is believed that

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everything is placed on the steps in the most orderly, second order in human thoughts
and perceptions.
Positioning strategy:
Strategy 1: Defend your stance on consumer ideology.
Strategy 2: In search of a place in the perception of clients who have not occupied
and owned it

Strategy 3: Positioning or dismissing rivals
Strategy 4: Specialized Club
3.4.4 Marketing programs


Lucky draw program



Discounts up to products in the store



Buy 1 get 1 free



Promotional price promotion



Discount orders by percentage



Discount according to the amount



Retail price

3.5 How is undifferentiated marketing different from differentiated marketing?
3.5.1 What is a separate marketing strategy?
A differentiated marketing strategy is a focused marketing approach. Specifically,
marketing activities target a wide range of different market segments. In each
segment, marketing professionals will develop a separate marketing strategy. This
strategy is aimed at businesses that view their products and services as potentially
beneficial to several target markets. Differentiated marketing strategies are often
applied when companies want to specialize in products and markets, concentrating
solely on a specific niche.
Example of a fashion brand that uses for distinguishing marketing to attract more
than one set of customers. None of the arrows made contact with several targets. This
brand has registered and identified groups of customers who care and shop for their
products, including: clerical employees, students and children, and launched unique
offers for them. Each customer group below.
*Advantages

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With the development of many types of products, a differentiated marketing
strategy helps businesses develop more diverse products. From there, meet the needs
of customers. In addition, helping businesses can penetrate deeper into different
market segments.
All wrapped up in the following 5 bullet points:



Best meet the needs of customers



Reach more potential customers



Increase revenue



Improve competitive advantage in the market



Businesses easily adapt to unexpected changes
*Defect
The main disadvantage of a differentiated marketing strategy is the higher cost of
producing different products or marketing with different messages for each segment.
Western publishers point out that larger companies are more equipped to use
differentiation because they are more likely to have enough volume per market to
cover costs. On the other hand, smaller companies often do not have the budget to
successfully use differentiated marketing strategies and must instead rely on
undifferentiated marketing strategies.
3.5.2 What is a marketing strategy without distinction?
A strategy that organizations use when segmentation marketing is no longer helpful.
The strategy here is to concentrate on special characteristics rather than

differentiators, companies often use Marketing Mix to attract the largest group of
buyers possible.
The example "Marketing", by William M. Pride and OC Ferrell, gives elements that
indicate sugar and salt as examples of products that can be marketed efficiently
through an undifferentiated strategy, as many consumers in the general market have
similar needs for the product.
*Advantages
The greatest benefit of undifferentiated marketing is the reduction of costs by
exploiting the benefits of scale and distribution of a limited and homogeneous
product range.
*Limit
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Companies will have difficulty managing risks in times of change. In parallel, the
market with many companies applying the same style of undifferentiated marketing
will make the competition more fierce. Companies will have difficulty managing
risks in times of change.
3.6 Content marketing and digital marketing solutions to help businesses lead
the industry
Content marketing
Before that content marketing was not popular and many people really understood it.
Content is a lever to promote the development of businesses in business activities..
especially helping customers and businesses understand each other better, the

relationship becomes close. In addition, the content helps businesses capture the
needs and goals that the customer group is interested in specifically. It also attracts
attention, and the attraction promotes products to spread more customers know more,
and love the products and services of the business more. Making customers
remember longer is always the first priority when needed. Content marketing through
various forms of content such as (videos, photos, blogs, and advertisements) using
multiple social media channels where customers can seek information and knowledge
before planning to buy a product. Content marketing evokes customers' curiosity,
interest, meaning, product value, and what the product can do for them
* Leading content marketing solution.Content marketing in many forms:
+ Content marketing video: Video content marketing: This seems to be the type of
content marketing that makes it easiest for customers to understand and access, and
also the most successful. It seems to be the actual commitment from the business to
the customer. It is also the best and most interesting type that leads to whether or not
the customer should buy the product.
+ Image content marketing: This type is popular and has been around for a long time,
but its effectiveness is still great. Image content marketing is easier to attract and lead
to purchase action than video

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+ Content writer, content marketing: content marketers use creative and unique
language to write about products. This is also a new form of content that attracts the

attention of a large number of consumers.
+ Content marketing communication: the creation of quality types of image or video
content goes viral, and this form begins to spread rapidly. Impressive content, and
catchy highlights that are easy to remember to lead to easy advertising and marketing.
This form is like a domino effect.
Digital marketing
In general, it promotes and exchanges information, brands, businesses, and customers
via electronic platforms. Helping businesses proactively and flexibly approach each
customer, track each indicator, report, and thoroughly understand customer needs.
Build transparency, viral goals, and clear product effects for businesses. Digital
marketing is the strength of many businesses, it gives businesses and customers many
outstanding advantages. The benefit of digital marketing is the convenience it
attaches to corporate customers, operating businesses, and customers looking for
products without regard to time and space. Second, the cost is lower than that of
customers, traditional. The third is that it helps businesses approach a broader,
broader, and deeper approach more quickly. Next is building relationships with
customers, building relationships with customers helps businesses absorb and collect
more customer feedback. Digital Marketing is defined as using a variety of digital
tactics and channels to connect with customers where they spend a lot of time: online.
From the main website to a business's online brand equity, digital advertising, email
marketing, online brochures, and more there are many tactics that fall under the
“affiliate” category of “digital marketing”. There are many types of digital marketing
such as SEO, Content Marketing, Social Media Marketing, Pay Per Click (PPC),
Affiliate Marketing, Native Advertising, Marketing Automation, Email Marketing,
Online PR, and Inbound Marketing. The key to an effective digital marketing
campaign is setting goals for each campaign. Because having set goals, businesses are
motivated to try, perform and know how they have achieved. Next, businesses must
choose which platform is suitable, With the right platform digital marketing

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campaign, you need to understand the needs and preferences of your potential
customers. Each platform will be suitable for different customers
3.7 4PS marketing mix


A product or service that a company offers to its customers, especially when it
meets an existing consumer need. Either the product or service is so compelling
that consumers believe they need it, or rather the product creates a new need..



Price is the cost consumers pay for a certain product or service. In it, marketers
need to link price to the actual and perceived value of the product based on
production costs, supply market share, discounts, and competitive prices.



Place is determining which location is the most suitable and convenient place to
supply products to the market is extremely important. The goal of the business
now is to bring its products to the consumers most likely to buy them



Promotion the final component of the 4Ps in Marketing includes advertising,
public relations, and promotional strategy. The goal of promotion is to reveal to
consumers why they need it and why they should pay for it.
CHAPTER 5: FINDING

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Coca-Cola

Avon

Walmart

DisneySamsung mobile Intel

Bud light

Visa

Series 3

To attract customers and increase brand awareness, Coca-Cola has developed powerful

marketing strategies and advertising campaigns. To attract customers and raise brand
awareness, Coca-Cola developed marketing strategies and implemented highly effective
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advertising campaigns. One of the successful campaigns of Coca-Cola in the world as well
as in Vietnam is the "Share a Coke" campaign. The Share a Coke campaign personalized
each client, giving them ownership and creativity to give them the impression of being the
true owner of the product. Coca-Cola targets youth, connects and unleashes their full
potential through social media. The main tagline of the campaign: “Share a Coke”, is a clear
call-to-action phrase. It encourages customers to buy and share a bottle of Coca with their
loved ones, and share their stories about the product on social media. Coca-Cola's marketing
strategy still deserves to be learned, analysed and learned. With a bit of luck, with this
article, you can better understand Coca-Cola's marketing strategy and refer to it for
application to your company's marketing strategies.

CHAPTER 6: CONCLUSION
The essence of corporate marketing is to emphasize identity and satisfaction customer needs
through the exchange process. Identify [ CITATION htt \l 1033 ][ CITATION Etz \l 1033 ]
customer requirements, build as well. Develop and execute marketing strategies and
programs to meet these needs. Marketing managers need a lot of information about
customers, competitors and other information other on the market. Every business needs to
further develop its marketing strategy in today's ferociously competitive market. A company
wants to be successful in business, it needs to rely on many factors, and an effective

marketing strategy is one of the company's essential factors. Each company needs to further
develop its marketing strategy in today's fiercely competitive marketplace

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Etzel, Michael J., Bruce J. Walker, and William J. Stanton. Marketing. McGraw-Hill/Irwin,
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impact of consumers’ connectedness to celebrity endorsers." Psychology & Marketing 36.10
(2019): 923-935.
Tran, G. A., Yazdanparast, A., & Strutton, D. (2019). Investigating the marketing impact of
consumers’ connectedness to celebrity endorsers. Psychology & Marketing, 36(10), 923935.
Irshad, M., & Ahmad, M. S. (2019). Impact of Consumers' Online Motivations on the Online
Purchase Intentions: Mediating Role of Consumers' Attitudes towards Social Media
Marketing. Business and Economic Review, 11(3), 89-111.
Bukhari, S. S. (2011). Green Marketing and its impact on consumer behavior. European
Journal of Business and Management, 3(4), 375-383.
Chiang, I., & Hsieh, C. H. (2011). Exploring the impacts of blog marketing on consumers.
Social Behavior and Personality: an international journal, 39(9), 1245-1250.
(2022, 09 07). /> />15

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Etzel, Michael J., Bruce J. Walker, and William J. Stanton. Marketing. McGraw-Hill/Irwin,
2001.
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