1 vai trò của dịch vụ trong nền kinh tế hiện đại

Vai trò của Dịch vụ trong nền kinh tế hiện đại

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Topic 1: SERVICES MARKETING - CRM
Answer any FIVE questions
All questions carry equal marks
1 Explain the role and significance of services in the modern economy.
2 Answer the following:

(a) The marketing planning process:
(b) Monitory marketing planning and services.
3 Answer the following:
(a) Service market segmentation.
(b) Customer loyalty.
4 Answer the following:
(a) Planning and branding service products.
(b) New service development.
5 Write a detailed note on pricing strategies for services.
6 Answer the following:
(a) Explain the role of marketing communication.
(b) Service promotion.
7 Explain the role of intermediaries in planning and managing service delivery.
8 Write a detailed note on CRM programmers.

CONTENT
1 Explain the role and significance of services in the modern economy.

Today, the service sector contributes a great share to the nation’s gross domestic
product as well as each single business ‘revenue stream. Many organizations and individual
investors put more money and resources to the service sector, as they will get the highest

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return on investments. In developed countries, the service sector holds key to their
economic growth and account for a high percentage of workforce and national income. In
these countries at the end of 2013, approximately 50 to 60 % of the workforce works in the
service industries and they account for more than 70% of GDP, and individual expenses on
services are 60 to 65% of personal income. In the United States, the service sector has about
70% share of the GD. However, several regions in the US have this number up to 79.8%.
Other developed countries also have a high services share of GDP – Japan: 73.3%, England
77.1% and France 70.9%.
Overall, the service industry aims to provide services to people in daily life, or to provide
assistances to the continuation and completion of business processes. In many of
businesses, besides the primary processes to design the main products, there are also
auxiliary activities. These activities support and complement the main production line. For
example, the packaging unit, the sorting unit, the marketing unit, the installing and repairing
unit, the product warranty unit, and the supplying unit… These are other kinds of
production services. In the process of switching to a market economy, these businesses
desire to sell their merchandise faster, so they transfer some of their activities to the
commercial businesses. The consumer units will the buy the goods whenever they need.
They are expecting to be best served and most convenient. This results in the development
and centralization of the transportation unit.
The modern economy relies on the scientific knowledge and reflects an advanced high-level
workforce. It is also a new economy with a technical, cultural, and social environment that
supports the learning, innovation and creativity. In this environment, knowledge becomes
the most important production factor to contribute to the social economy development.
Thus, instead of using manual production, it applies technology and knowledge to produce
more goods in a more timely fashion to meet the needs of consumers.

On the other hand, using the advanced technology and knowledge also makes the

commodity prices higher. However, the consumers trust the product’s quality due to the
formation of services. According Karl Marx, “service is the offspring of a economy
producing goods. For the commodity economy to thrive, it requires a constant, smooth, and
continuous flow to meet the human increasing demand and these results in a developed

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service.”
In human’s history, there are three major development stages of the productive forces.

In the first stage, the agriculture economy or the labor based economy, the manual labor
forces produce the majority of goods with low productivity, and the land is the main
resource. In the second stage, the industrial economy or resource based economy; it relies
heavily on the machines and the natural resources. In the third stage, formed since the early
1980, the knowledge economy has become the modern economy as it relies on knowledge.
Knowledge and information technology become the major keys and are more important than
the labor source. Thus, we can say the modern economy is a knowledge-based economy.
So the knowledge economy is an economy in which the production of, and the use of
knowledge play decisive roles for the economic development. It creates wealth and
improves the quality of life.
Comparing tables economic periods

Target Agriculture Industrial Knowledge
Economy Economy Economy

Important Inputs Labor Forces, land, Technology, Knowledge, advanced
capital machinery, equipment technology,
Main processes information
Crops and Livestock Manufacturing,
Production processing Control, information

outputs Food processing
Goods and products
Economic Agriculture Products that meet
Structures Use of animals and Industrial and service high demand of
Supporting simple machines customers
Industries Mechanization, Dominated by
Social Structure Farmers electrification
Labor workers knowledge economy
sectors

Science and
Technology
White-collar workers

+ The role and importance of services in modern economies
There are three categories

- Business and Finance: pay television services, Internet services, advertising services,

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insurance services, home delivery sale services, mail delivery services, online retail services,
banking services (ATM, online payment, consumer lending services, financial advisory
services…)

- Consumer: electricity and water services, sport and entertainment services, food
services, clothing and fashion services, hotel and tourism services (including motels,
restaurants, tour/sightseeing), hair salons, beauty salons, appliance repair, house cleaning,
child care, …

- Public: public health services, health care services, public child care services,
education, libraries, museums, lighting …
Each service plays an important role in the modern market economy:

- Services help businesses to increase sales and profits.
- Services have strong influences to the trade of goods and products within the country
and internationally. What the businesses would do to deliver their goods if there are no
transportation services? It is the birth and the development of road, air, sea transportation
services that have contributed to overcoming the geographical obstacles, to accelerating the
circulation of goods, and to boosting the demand for sales and exchanges of goods from
country to country and from one region to another region. With the payment services, the
banks can make the payment process happen easily and efficiently to help both the exports
and the imports to complete their trades. Communication services also play important role
to stimulate the commercial activities and to shorten the time of buying for the consumers.
Other services such as agent services, trade/retail services play an intermediary role to
connect the producers and the consumers. They help to reduce the time circulating and
consuming the goods, and help the manufacturers to recover quickly their capital
investments.
* The growth of the services is the driving force for economic development, as well as
creating positive impacts on the social division of labor. A stronger economy provides more
variety of products and services. Currently, the development of services reflects the level of
economic development of each country. Existing research finds that the ratio of business
services in the economy is higher for countries with higher level of economic development.
The development of services will fast-track the development of the social division of labor

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and the specialization, and facilitates the growth of other areas of development. (In
developed countries, today the service factor accounts for 50-60% the workforce and 60-
65% of the national GDP. The industrial economy only accounts for 40% of the workforce

and 30-35% of the national GDP. Forecasters say that in the XXI century, the service factor
will account up to 70-80% of the workforce, and the industrial economy will reduce the
workforce accordingly)

* Through the buy and sell of goods and products, services create various markets
(promotion, gift, birthday, card membership), drive consumption and enjoyment by
individuals and businesses, and contribute to the expansion of production and new locations.

* Services set up barricades and block the entry of competitors. Services always show
the competition between enterprises through services created on the market for goods and
services. Therefore, services require businesses to be dynamic, creative, and even artistic in
their activities to improve constantly their competitiveness in producing and selling of goods
and services on the market. This will create a solid foundation to help businesses surviving
and striving in the fierce competitive of today market.

In conclusion, in today’s trend of vibrant globalization, services play an increasingly large
role in the economy in developing countries, especially in new sectors such as
telecommunications, and electronics (occupations with high technological content). The
roles of services in the developing countries remain low, but they are increasing rapidly
following the general trend of the world economy. With such important roles, investors
should pay close attention to develop these services in the right direction.
3 Answer the following:
(a) Service market segmentation.
(b) Customer loyalty.

a. Service Market Segmentation
The market is the place where the trading activity happens, and where the buyers and

the sellers gather to buy and sell products and services.
Service Market segmentation is the process of identifying and targeting groups of

individuals who are similar to one another. There are many different ways to segment a

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market: by income, by age group, by individual service needs, by culture, or by lifestyles,
etc.

Successful segmentation divides a large market into smaller markets based on what
the consumers’ shared interests. Understanding the segmentation will help the company to
develop products and services that meet consumers’ needs and focus the marketing resources
on effective marketing communications.

 By geographic areas: North, Center, South, urban and rural… Businesses with enough
capital can still serve in many different areas but they would need to focus on the differences
of regional customers.

 Consumer’s behavior : This segmentation approach focuses on the purchasing power
and the spending characteristics of the consumers. The purchasing power is measured by the
consumer income. For example, in the mobile phone market, the Vietnam Posts and
Telecommunications Group (VNPT) has divided their customers into these groups:

- Segment 1 includes customers with monthly spending budget above 350000 VND.
This is the market for postpaid mobile phones.

- Segment 2 includes customers with monthly spending budget between 235000-
350000 VND. The spending pattern can occur regularly or irregularly. This is the market for
prepaid by day mobile phones.

- Segment 3 includes customers with monthly spending budget between 142000-

235000 VND. This is the market for prepaid mobile phones.

- Segment 3 includes customers with monthly spending budget from 60000-142000
VND. This is the market for prepaid one way messaging mobile phones.

 Consumer’s occupations and areas of operation
In general, this is the traditional segmentation method of the service sector. The two

major markets are the business customers and the consumers. For example, VNPT has
divided its market into these six groups:

- Special customers: national or local government entities, embassies and consulates
- Customers that are other telecommunication companies having their own networks
but connecting with VNPT

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- Special business customers that are businesses or organizations consuming a large
volume and having their internal networks across the country

- Large customers that are businesses or organizations consuming a large volume
- Medium and small customers that are businesses or organizations consuming a
medium or small volume
- Individual customers or households
 Consumer’s age groups
This segmentation method is new to Vietnam and less. However, with the booming
growth of this sector, the consumers can be divided into these submarkets:
- Customers in the ages 10-18 years – mostly high school students and depend on the
family
- Customers in the ages 18-30 years – young customers, college students, or those

who just enter the workforce, can be subscribers and pay for themselves
- Customers in the ages 30-55 years (female) and 30-60 (male) are working age
consumers with highest affordability and incomes. They have luxury demands and expect
quality and excellent customer services
- Customers in the ages 55 years and above (female), and 60 years and above (male)
are retired consumers with lower demands.
 By psychographics: personality, values, social classes and lifestyles of customers.
 By demographic segments: age, gender, language, education, income.
 By buying behavior: occasions, number of products, buying decision-making process,
product loyalty.
For another example, a company has just received an invitation to attend a workshop
from a consulting firm about retirement planning. This company is one of the many who
receive the same invitation. After analyzing the company’s data, the results show the
following:
- The company has assets
- The company has employees reaching retirement age
- The company locates nearby the location where the workshop will take place

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These attributes have put the company into a market segment that the retirement
consulting firm interests. They believe the message sent to the company with the title “Let
our experts help you planning for your future!” will catch attention from the employees in the
company. Clearly, the firm focuses on a group of people who have the money and are
interested in their services.

 Companies also need to consider different factors to ascertain that the market
segment that they chose is suitable or not?

 The market size and the consumers’ purchasing power…are the measures the

companies need to be able to find and assess.

 The market needs to be substantial enough so the profits can support the entire
company.

 The market needs to be unique to other markets. For example, in the foodservice
industry, the main segment is based on the clients’ taste, income, and location. If drilling
down to gender and age, the market becomes smaller.

 The company also needs to have enough resources to support the market
segmentation. If there are already many competitors in the same market, the company should
avoid it altogether.

Thus after completing the market segmentation process, the businesses will have a
comprehensive picture about the market they want to participate. They have the detailed
information about what segments are good and what segments are bad.

b. Loyal customers
To raise the competitiveness of businesses in the today’s market economy, building a

loyal customer base to products or services is one of the main objectives.
For the same service, businesses can have various customer bases. Some customers

can buy a large quantity of goods and services, and some customers are not ready to make
any purchases but will do this in a near future… For the same services, customers have many
choices from various providers. Therefore, the chance to score customers for each company
is relative small. In this competition, the company selling the most in the current stage is not
necessary the winner, but the company with more loyal customers is the real winner.

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Local customers are customers who currently buy products and services from the
company, and will continue choosing the company for their future purchases. In reality, the
customer’s first impression with the products and/or services is very important. Most
satisfied customers with their first purchases will continue to do business with the same
company when their needs arrive. It is also less expensive to keep the current loyal
customers than to recruit new loyal customers.

Today many businesses recognize that keeping their loyal customers in the end will
bring far greater benefits than to increase their short-term sale numbers.

To help with identifying the right target customers, businesses build databases about
their clients and their attributes (such as individual or group, domestic or foreign, spending
habits, etc.) These databases play an important role in providing great future customer
services. Some examples are

-When client A calls in to make room reservation, the business can offer right away
the type of room the client A wants;

- When client B calls in to pay, the business knows the type of credit card (and
possible the card numbers);

- When client C orders perfume, the sale staff can recommend the products matching
C’s style.

The customers are sure to be very satisfied with all the businesses that know them so
well.
4 Answer the following:
(a) Planning and branding service products.
(b) New service development.

a. Planning and branding service products
Brand is not just a symbol, a slogan, or commercial signs. The brand is a collection of all
the feeling, the experience of customers and consumers about a product, a service or a
company over the years and it's emotional survival in heart, in the mind of consumers. For
companies providing services, their brands are their company names. For example,
Vietcombank is the company brand name of the Bank for Foreign Trade of Vietnam and is
the trademark of banking services provided by these banks. Although Vietcombank also

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offers other small and different services but in general, we know this brand for "banking
services". Success in a fast becoming overcrowded market will depend on effective brand
differentiation, based on the identification, internalization and communication of unique
brand values that are both pertinent to and desired by consumers. [ Source: The challenge of
financial services branding: majoring on category or brand values? by Leslie de Chernatony
and Fiona Harris; August 2000 Brand Management and Marketing Research Unit
(BMMRU)]. However, what would businesses do for products or services that do not have
physical packages, or can only be viewed in a cluttered marketplace? Take for example, a
company provides consultation services on Internet banking solution or on a software
package. How will this company sell these products like selling a Nestle milk product or a
General Motors car?

Below are a few ways to beat your competitors.
Explore and identity the company’s core values and the reasons for its existence.
Sometimes taking one-step back can move the company miles ahead. Pursue the company’s
heritage, the company founder’s vision and thoughts. Communicate this information with
internal employees. Then the company may stumble upon an idea or two.
Understand the most important value that the company promises to its customers. This
value can be the confidence, the expertise or the flexibility, and an area of operation. Focus

on driving home the point in every internal or external communication the company gives.
Associate with a social cause that the company can identify with: Reebok with the
Amnesty International or Kellogg with the Kids Helpline.
Always be visible. Be present at wherever whenever the decision makers voice their
opinions. Try to match the company’s ideas with the theme of the event.
Help the employees to succeed. Invest in them. The value of talented and resourceful
employees is much greater than anything a company can buy.
Be careful and considerate if the company has just entered the market, or is in a large
market with the big guns. Voice your position clearly and loudly.
Aim to be a leader in your line of business in your customers’ minds. Whenever
decisions are called for in your industry or in your association, the opportunity is always
much higher for the leaders.

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Differentiate your company on the basis of uniqueness to appeal to the customers’
emotional values instead of focusing on the functional category values.

b. New service product development
Review mission and vision. After evaluating the level of change, the service firm
needs to do the market research in both qualitative and quantitative modes. Qualitative
marketing research tells us about how to introduce the service to the market, by expanding or
acquiring competitors. Quantitative marketing research tells us about the projected sales,
market share and profitability.
Brainstorm ideas. New services are resulting from the company’s thinking.
Evaluate ideas. Need to analyze and evaluate the advantages and disadvantages of
each idea and narrow it down to a handful of those with the most potential and effective.
Business analysis. This phase conducts a review of the sales, costs, and profit
projections to find out whether the new product/service will satisfy the company’s strategy.
Develop product/service. This is the decision to develop a plan for the new

product/service after the business analysis process completes. The implementation must also
follow with a concrete plan.
Test Market. This is the full evaluation period of the new product to make sure that it
meets the outline goals and objectives to assure the success of implementing new
product/service.
Launch the new product/service. In this final stage, the main activities are advertising

and marketing the new product/service along with operating a full‐scale manufacturing to
bring them to the foreign markets.

 Model of new service product development
Review mission and vision -> Brainstorm ideas -> Screen ideas -> Evaluate market ->

Develop product/service ->Test Market -> Launch the new product/service.
( Source: C.Lovelock – Marketing des Services, p 532 [1] )

Gale Bradley (USA) has emphasized “Value is simply quality, however the customer
defines it, offered at the right price."[1] For the emerging perspectives on service marketing,
this concept of quality, especially in service, has met the expectations of many people. Of

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course, quality from the customer’s perspective must be in the context of a competitive
environment and that is to compare the quality to those of the competitors. In reality, people
can easily identify the quality of tangible goods by multiple methods. They can see, hear,
taste, and smell. For intangible products, it is more difficult to see the real quality. In this
case, to put a right price to a quality has become increasingly difficult.
5 Write a detailed note on pricing strategies for services.

5.1 The basis of pricing strategy

To use a pricing strategy as an effective and efficient marketing tool, companies need to

analyze the various factors that affect the price of their goods and services. Some are from
the internal company, and some are from the external marketing environment. Below are
some of the main factors.

+Pricing objectives
Before deciding which pricing strategy to employ, businesses have to identify their

missions and what they want their products and service to achieve. If businesses have
identified their target markets and their positions in the market, then the marketing mix,
including pricing, will be easy to implement. Thus, their prior market positioning will
largely define the pricing.
Moreover, businesses can follow other secondary goals. The clearer the goals are, the easier
it is to price. On the other hand, each pricing option will bring different impacts to their
marketing objectives.
Some of the pricing goals are: survival, profit and profit margin maximization, market share
maximization, and service quality leadership.
+ Marketing Mix

Price is one of the many parameters of the marketing mix that the businesses use to
achieve their market decisions. Besides pricing decisions, businesses need to combine other
factors such as services, distribution channels, advertising and promotion to create a
systematic and effective marketing program. These factors can affect the pricing decisions.
For example, businesses using distributors need to add to the pricing plan a large profit

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margin for these distributors so they can support and advertise for the products and services.
For high quality products and services, businesses have to spend more, and therefore they

have to set a higher price range to pay for these expenses.
Usually, businesses set up an initial price first, and then introduce other marketing decisions
that fit the price they want.
+ Costs

Costs are the keys in determining product and service prices. Businesses want to
introduce a pricing model that can pay for all production and distribution costs, and includes
a reasonable profit margin for their efforts and risks. Businesses also need to watch their
costs carefully. If their costs are higher than that of their competitors, their prices will be
higher and this will put them into an unfavorable competitive position with fewer profit
margins. The two basic types of costs incurred by business are fixed and variable.
Fixed costs (FC) are the costs that do not change as the amount of goods or services increases
or decreases. Each month, businesses have to pay their rents, utilities, salaries and incur
depreciation of machinery and factory equipments…, which do not depend on the level of
business’ outputs. Fix costs also do not depend on the level of output produced. Average
fixed cost (AFC) is the fixed costs of production (FC) divided by the quantify (Q) of output
produced. AFC = FC/Q

Variable costs change in proportion to the amount of goods or services that a business
produces. Average variable cost is the variable costs divided by the quantity (Q) of output
produced. AVC = VC/Q
+ Costs, prices and services from the competitors

Besides factors such as market demand, floor price and ceiling price, and regulatory
costs, other factors also have a significant role in influencing pricing decisions. They are
costs, prices, and service characteristics from the competitors; and how the competitors
would response to your strategies.
Businesses need to compare their unit service costs with those from their competitors along
with their business scales to see if they are advantage or disadvantage in terms of expenses.
They also need to understand the pricing strategies and service qualities of their competitors

by collecting pricing data, sending their staff to buy competitive products in order to do

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product comparison and evaluation, or to disassemble competitive products and services to
study and analyze any advantages and limitations. Businesses can also interview the
consumers to get their feedback on values and prices of their competitive products/services.
Thus, the costs, prices and quality of services from the competitors provide important data
inputs for businesses to build their own pricing strategies.
The pricing strategy can also affect the marketing strategy against the competitors. A strategy
of high price and high profit can attract the competitors. While a low price and low profit
approach will discourage competitors and force them to quit the market.
Once the businesses know the prices and services from their competitors, they can use this
research knowledge to guide their pricing strategies. If they provide the similar products and
services, they have to adjust their prices to as close as possible to the competitors’ prices;
otherwise they will lose their sales. If they have lower quality services than their
competitors, they have to lower their prices. If their services are with higher quality, then
they can increase their prices. However, they need to realize that their competitors can adjust
the prices accordingly in response.

5.2 Service Pricing Strategies
- Customer demand planning: demands for a product or service can change significantly
at any given time; therefore, businesses have to always researching how their products stand
with the consumers in the marketplace.
- Total costs of services: include variable costs and fixed costs. Total costs are the
primary factors to determine prices. Variable costs would however, decide the profits and
levels of competition in the marketplace.
- Competition: businesses need to research the pricing strategies of their competitors to
adjust their own prices accordingly.

Table of major pricing strategies

Strategy Conditions

Price Skimming Customers: low degree of price sensitivity
- Higher price Costs: high variable costs
- Profits driven by product unit price

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rather than number of units sold Competition: almost no competitive threat

Penetration Pricing Customers: high degree of price sensitivity
- Lower price Costs: low variable costs
- High profits but lower the brand’s Competition: no price war, no concern about
quality competitors
Customers: new to market
Follow the Crowd Costs: variable costs equal to fixed costs
- Price and brand are as perceived by Competition: price war
customers

In addition, valuation of product-mix usually happens in the health/medical industries where
products and services are often complementing each other.

- Product bundle pricing: businesses usually provide their goods and services together
in a single package. The package has a lower price than would be charged if items were sold
separately. This model would allow the customers to experience the company’s multiple
products and services with great savings.
6 Answer the following:
(a) Explain the role of marketing communication.

(b) Service promotion.

a. Explain the role of marketing communications

- Marketing Communications and Brand Value

Brand exposure: can strengthen or weaken the company's image in the eyes of consumers.
How companies form their trademarks is not important. The customer’s experiences and
impressions have a great influence on each stage of the buying process.

Marketers must coordinate their activities including appropriate messages and strategies to

each location. The market evaluates the marketing communications based on the ability to
SENDER Encoding
Message Decoding RECEIVER

build brand value and sale of products.

Model of marketing communicatMioEnDsIA

Feedback NOISE
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Response

The sender is the owner of the marketing communications process. They are the
businesses that organize the marketing communication activities towards customers.

- Intended message: is the message for the target customers with an objective to
receive something back from the client as intended by the sender.

- Encoding message: is the conversion of the sender’s ideas and thoughts into a
message, usually words or signs so the receiver can easily understand.

For example, to market the cooking oil Neptune, the sender wants the consumer to see
and feel the benefits of the product are that it will bring a cozy family atmosphere. To do
that, the sender presents a scene where the whole family has dinner together with many
dishes cooked with the Neptune oil. Or when the sender wants to display the sharpness of
the LG TV, instead of using words, the sender uses a scene showing a deer drinking from the
stream with his reflection is so real that the tigers jump into the water to catch their prey
which is the reflection of the deer.

- To convey a message, the sender creates a message with all the symbols and
transmits it through a variety of means.

- The transmission of a message to the receivers requires a channel or some
communication mediums such as television, radio, news, Internet.

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- Decoding message: is the process in which the receiver interprets the language and
symbols sent. To assure the effectiveness of the message, the encoding and decoding
processes must be compatible. Therefore, the message must contain languages and symbols
that are familiar to the receiver.

- The receiver: is the target customer that the sender (company, organization) tries
to persuade.

- Responsive: is the response of the people receiving the message after
comprehension. The sender needs to capture the reaction of the recipient to adjust the

communication strategies.

- Feedback: is the receiver’s response to the sender. The feedback will determine
the outcomes of the communication process.

- Noise: anything that interferes with, distorts, or slows down the transmission of
information from the original intent. Differences in culture, age, social class, education, and
ethnicity can lead to miscommunication.

For example, when communicating with people who are from different cultures,
professions, social classes, the sender needs to caution of languages and symbols that can be
misinterpreted.
The model above highlights the important points during the marketing communications
process. The sender needs to i clearly identify who are their receivers. What are the
characteristics of the receivers? How they want the receivers to response? How the
receivers would decode the message to its intent? How the receivers pay attention and accept
the message? How the sender will receive target feedback/response from the receivers?
Understanding this model will give us the correct directions. It is to define the receivers,
understand their responses, define the message, select the communication channels, and
receive feedback. These are the rules of marketing communications.

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b. Service Promotion
Promotions are communication activities by marketers to facilitate the selling of goods

and services by giving the consumers some specific benefits.
The goals of promotions are to stimulus the consumption, to push the consumers to

buy more and more of goods and services that the company tries to sell

The principles of promotions are
- Honesty, openness and transparency
- No discrimination
- Customer support
- Quality goods and services
- Don’t abuse customer’s trust
- Healthy competition
- No promotions of medicines

Commercial Advertisement
A commercial advertisement generally refers to a method of introducing a company’s
product and/or services to the customers.
The infomercial products include messages with images, actions, sounds, voices,
writings, symbols, colors, lights about the products and services.
The tools used to introduce the infomercial products include:
- The mass media
- The news media
- Publications
- Signs, posters, banners, fixed objects, vehicles or moving objects
- Other

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Displaying introduction services
These are the service trade and promotion activities of the traders using services and
documentation services to introduce to the customers of those services.
The forms of display and introduction of goods and services including:
- Open display galleries
- Use commercial centers or entertainment, sport, culture, art events
- Organize conferences, seminars to display and introduce goods and services

- Use of Internet and any other avenues defined by law
Fair/Trade exhibitions
A trade fair is an exhibition where companies can showcase and demonstrate their
products and services during a specific time period and at specific locations to promote
business opportunities and to sign business contracts.
A non-commercial exhibition is different from a commercial exhibition in that the
display, introduction, and promotion are toward everyone in the society and the community
to propagate political or cultural views/images instead of for financial purpose.
For example, the State bank promotes to clients through its “Dream Wings” campaign
finance. There are many slogans for the same product such as “Savings for children”,
“Savings for the future”… However, after consulting with several banks, customers can find
many different and interesting saving programs depending on their economic conditions and
their needs. Although in general these saving accounts are geared towards the parents of
minor children who need to open long or short-term deposit accounts for their children, the
names on those accounts are usually of their children. The main difference among these
banks is the flexibility in these programs are the promotion deadlines and the minimum
deposit amounts. With Vietinbank, customers only need 100000 VND to open an account
for their children. Oceanbank, however, requires that to keep the balance at least 200000
VND per month.

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For Eximbank, the minimum monthly deposit is 1 million VND or 50 USD. With a 12-
month saving term, the minimum deposit amount has to be 10 millions or more (or 500 USA/
per deposit). However, to complement for these strict conditions, when depositing money,
customers receive Lotteria food gift cards, or Fahasa gift cards valued at 50 millions if the
term and the deposit amount is 100 millions VND or 5000 USD/month, or 50 millions VND
or 2500/2 months, or 30 millions VND or 1500 USD/3 months. Customers, who deposit
more, will receive more gifts. Besides gifts received when opening the account or depositing
money, customers also receive Kizciti tickets valued at 200000 VND, if their balance from

their multiple saving accounts totals at least 500 millions VND or 25000 USD, with 6-month,
12-month terms, or 1-year deposit. Annually, Eximbank also gives awards for account
owners who are good students. Today banking systems also use “adding other values to your
account” as a fascinating method to attract the parents when they select the savings products
for their children. At NamABank, customers also receive security insurance from Hanwha
Life Vietnam during the account lifetime with the insurance amount is up to 800 millions.
For Vietinbank, besides high interests as an advantage, customers can deposit up to 10-day
late from the term dealine but they will earn the interests for the whole term. Customers also
use automatic machines for their convenience. To increase the mobility and reduce the
service time, Vietinbank allows their customers to do services at any Vietinbank
locations/branches. When the customers have difficulties or urgent financial needs, they can
borrow money from Vietinbank according to its policies and rules. Not limiting to saving
activities, ACB also launches a new service package called “A Success Dream”. This
package includes savings with 6-month or 12-month terms, and prepaid Mastercard for
children. The outstanding feature of the prepaid card is that it will helps the parents to
manage the daily spending activities of their children, and teach the children on how to
manage their spending. Parents can deposit or transfer money quickly to the Mastercard of
their children using the ACB Online service. Upon signing up for the package, customers
receive many incentives such as fashion gifts for children, free service fee for the first year
for the prepaid Mastercard (primary and secondary cards), and free account service fee for
the first year. The global trend to launch ATM products, debit cards, credit cards for children
also expands in Vietnam. Recently, LienVietPostBank launches the new-generation ATM

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