Bài tập chuyên đề services marketing – crm eng

CONTENT

I. INTRODUCTION.
“A service is any act or performance one party can offer to another that is essentially

intangible and does not result in the ownership of anything. Its production may or may not be
tied to a physical product. Increasingly, manufacturers, distributors, and retailers are
providing value-added services, or simply excellent customer service, to differentiate
themselves. Many pure service firms are now using the Internet to reach customers; some are
purely online”. (Kotler, Philip 14th Ed., p.355)

In our lives, we use many services every day. Services are present by many forms. They
almost respond people’s needs. For examples, turning on a light, watching TV, talking on the
telephone, catching a bus, seeing the doctor, posting a letter, getting a haircut, refueling a
motor, surfing the internet are all of service consumption at the individual level.

However, the customers are not often happy with the quality and value of the services
they receive. People often complain about something such as late deliveries, rude or
incompetent personnel, inconvenient service hours, poor performance, needlessly
complicated procedures and a host of other problems. They grumble the difficulty,
disappointed, dissatisfy such as: finding sales assistants to help them in shops, express
frustration about mistakes on their credit card bills or bank statements, shake their heads over
the complexity of new self-service equipment, mutter about poor value and sigh as they are
forced to wait for service or stand in queues almost everywhere they go.

In opposition, the suppliers of services often seem to have a very different set of
concerns. Many complain about how difficult it is to make a profit, how hard it is to find
skilled and motivated employees, or how difficult to please customers have become. Some
firms seem to believe that the surest route to financial success lies in cutting costs and
eliminating ‘unnecessary frills’. A few even give the impression that they could run a much
more efficient operation if it were not for all the stupid customers who keep making

unreasonable demands and messing things up!

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After learning the marketing management and guiding of the instructor, I decide to
search the topic “Services marketing – CRM” for understanding this subject clearer. My
assignment will focus on 5 contents: (i) The marketing planning process, Monitory marketing
planning and services; (ii) Service market segmentation, Customer loyalty; (iii) Explain the
role of marketing communication, Service promotion; (iv) Explain the role of intermediaries
in planning and managing service delivery; and (v) Write a detailed note on CRM
programmers.

This assignment includes three parts: introduction, body and conclusion. Some examples
will be shown to illustrate for the theories of marketing management.
II. BODY.
1. Answer the following:

a. The marketing planning process.
To set the stage for developing a marketing plan, we begin with a description of the

traditional marketing planning process, the evolution of the marketing concept, and a few of
the most recent shifts in marketing management philosophy.

First of all, you begin to clarify the purpose and focus on your plan;
After that, you move on to analyzing the current situation and environment, identifying
target customers: group or individual; similar place or income; What age; customer's
purchase histories (kind of products, services.); How often; Trait of products or services, etc.
Then you must establish marketing objectives and goals, conducting research to deepen
your understanding of your target customers, determining a desired positioning for the offer,
and designing a strategic marketing mix. The marketing mix is often referred to as the '4 Ps',

i.e. product, price, place and promotion. To meet customers' needs a business must develop
products to satisfy them, charge the right price, get the goods to the right place, and it must
make the existence of the product known through promotion.
Products or services - Must meet customer requirements whatever these might be. For
example, an important aspect is function - products should do what they say they can do and
what they are expected to do. For example, Audi cars are popular because of their high
performance.

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Appearance is also important. This is why, for example, consumers are prepared to pay
premium prices for some of Gillette's razors.

Place - Roughly one fifth of the cost of a product is spent getting it to consumers. Of
course, the actual figure varies widely from product to product but generally distribution is a
very important element in the marketing mix. Different organizations use different
approaches to reaching their customers. For example, McDonald's uses a franchising system
enabling it to operate in a wide variety of geographical locations, and Amway distributes
through Independent Business Owners worldwide.

Promotion - Is the process of communicating with customers. For marketing purposes,
communication of products and services contributes to the persuasion process to encourage
consumers to avail themselves of whatever is on offer. The key processes involved in
promotion, include:

 Branding - creating a distinctive image and character to an organization/and or its
products and services

 Advertising - to inform and persuade the public
 Packaging - presenting the product in a desirable and appropriate way

 Public relations activities and other forms of publicity
 Sponsorship
 Special promotions - e.g. buy one get one free.
Price - Needs to be relevant to the product/service and the market. For example, BIC the
manufacturer of razors, pens and lighters seeks to provide the world's markets with products
at affordable prices. A firm's pricing decision is often aimed at attracting a particular market
segment. For example, if it wants to sell at the top end of the market it will charge a high
price, at the bottom a low price, and so on.
And then you develop evaluation, budget, and implementation plans.
Some conceptualize the process more easily with these broader headings: Why are you
doing this? Where are you today? Where do you want to go? How are you going to get there?
How will you keep on track? How many percent of total revenue?
We follow step by step above to have marketing strategy and budget.
(b) Monitory marketing planning and services.

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According to me, our marketing planning needs to focus:
- Analysis clearly about company's resource.
- Current business method of company (Target Product and Service)
- Research Customers and Consumers
- Research Competitors.
- Analysis SWOT.
- Detail marketing planning.
- Marketing strategy implementation and step-by-step controlling to get our goals.
With the marketing planning, it must be a simple planning (keeping the target on right); it
is put down in writing; it is direct and clear (for easy understanding); Finally, we must
usually check and control it.
2. Answer the following:
(a) Service market segmentation.

An organization cannot satisfy the needs and wants of all consumers. To do so may
result in a massive drain in company resources. Segmentation is simply the process of
dividing a particular market into sections, which display similar characteristics or
behavior. There are a number of segmentation variables that allow an organization to
divide their market into homogenous groups. They are demographic, income,
geographic and psychographics segmentation. These variables will be discussed below.
 Bases for Segmenting Consumer Markets (B2C): Dimensions used to divide
consumer markets into segments include both objective and subjective dimensions, as
noted below

Demographic Segmentation

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Demographic and socioeconomic descriptors—frequently used demographics
include age, gender, marital status, household size and lifecycle stage, religion,
race/ethnic group, and nationality; frequently used socioeconomic descriptors include
income, occupation, education, social class, and asset ownership

As people age their needs and wants change, some organizations develop specific
products aimed at particular age groups for example, nappies for babies, toys for
children, clothes for teenagers and so on. Gender segmentation is commonly used
within the cosmetics, clothing and magazine industry. In the UK we have also seen the
introduction of Maxim, (www.maxim-magazine.co.uk) a male lifestyle magazine
covering male fashion, films, cars, sports and technology. We have also seen the
introduction of unisex cosmetic products like CK1 that works on the similarities
between the two genders.

Products and services are also aimed at different lifecycle segments. Holidays are
developed for families, the 18-30's singles, and for those in their 50's.

Income Segmentation
Income segmentation is another strategy used by many organizations. Stores like
Harrods; Harvey Nichols are predominantly aimed at the affluent market. Daewoo aim
their vehicles at price sensitive buyers who require a bundle of benefits for the price. In
today's globally competitive environment brands are specifically developed and
positioned within particular income segments in order to maximize turnover.
Geographic Segmentation
Geographic descriptors — ranging from location of small group of customers to the
entire world, including country, region, state, county, metro area, zip code,
neighborhood, etc.
Geographical segmentation divides markets into different geographical areas.
Marketers use geographic segmentation because consumers in different areas may
display certain characteristics and behaviors in that particular region, for example, in
London UK certain parts of the West End of London are more affluent then the East
End and you will find particular products sold in these regions based on their
affluence. An area can be divided by the town, the region or the country. If you are an
organization working on a global scale you may divide by global regions such as
Europe, North America, South America, Asia and Africa. Mc Donalds globally, sell
burgers aimed at local markets; for example, burgers are made from lamb in India
rather then beef because of religious issues. In Mexico more chilli sauce is added and
so on.

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Psychographics Segmentation
Although demographic segmentation is useful, marketers can use alternative
segmentation variables that aim to develop more accurate profiles of their target
segments. Psychographics segmentation can be broken down into lifestyle, social
class, and personality characteristics.

Psychological and psychographic descriptors—difficult to measure, but useful for
product positioning, promotional messages and media, distribution strategies, etc.;
include consumer lifestyles as predictor of buyer behavior
Behavioral and situational descriptors—based on ways that consumers buy and use
goods and services, including consumers’ status as present, past, or future user (or
nonuser) of product class, brand, or supplier.
 Bases for Segmenting Business-to-Business Markets (B2B): Many general
segmentation variables are used to segment both consumer and business markets.
However, the specific dimensions within each category are selected for their
predictability and marketing applications for business customers.
Demographic descriptors — most widely used dimension is industry classification
(NAICS code); others include the size (sales, number of employees or locations), age,
etc. of an organization, and how the product will be used by customers (OEM, resale,
etc.)
Geographic descriptors — many industries are concentrated in one or a few
geographic locations; domestic and overseas markets can be segmented on the basis of
geography, economic conditions, population size, etc.
Behavioral and situational descriptors — frequently used dimensions include
technology (high-/low-tech, innovative/conservative, etc.), usage (heavy, medium,
light, nonusers), organization-related variables (e.g., buying policies), and purchase
situation (nature of purchase, degree of customization needed, readiness to buy, etc.)
Psychological and psychographic descriptors — applies to the individual or
group that makes the final buying decision (or may reflect the overall organizational
culture); includes attitudes toward important factors, personal traits, etc.
Benefits sought — some benefits most frequently sought by organizations include
value (low price/high quality), service, delivery based on economic motives and price
sensitivity, and desire for convenience (logistics, service, etc.).
(b) Customer loyalty.
The first step in managing a loyalty based business system is finding and acquiring
the right customers.

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After acquisition of the desirable customers the next step is to build relationships
and turn them into loyal customers who will generate a growing revenue stream for the
company.

A loyal customer is a consistent source of revenue for the organization. This
loyalty has to be sustained by continuously providing superior quality and value.

3. Answer the following:
(a) Explain the role of marketing communication:

Marketing communication includes 4 main promotions: Advertising, Sales Promotion,
Personal Selling and Public Relations. Efficiency of the promotions is depended on markets.

Advertising is one of the best promotions. Advertising helps to send attracted
information to potential customers. Target of advertising attract attention and persuade the
customer to believe the useful, attraction of the products. It also helps to change or
consolidate/reinforce customer’s behavior and believes about our products. At the same time,
the customers are urged to buy goods.

Sales promotion is in order to stimulate the market faster and stronger response to
products and services of the company. There are various promotional tools (samples, gifts) to
achieve different goals depending on the promotional market, product and competitive
conditions. Promotion is an important part of the marketing mix for many marketers.
Promotion adds tangibility and helps the customer evaluate the service offer

Personal selling is face-to-face communication of salesperson with potential clients. It
helps the salesperson to present, introduce and sell their products. Selling personal makes

client to pay attention to salesperson’s information. Between sellers and buyers have a
flexible interaction, adapting to the specific requirements of the customer and can lead to
purchase behavior. Advertising cannot do this. The salesperson can persuade and resolve
customer inquiries through personal selling. In addition, it can establish and develop sales
relationships. However, the one has a bad image to the final consumer in practice. This
activity seems dishonest. It uses a variety of techniques to push the customer.

Public relations as a tool increasingly considered important in marketing activities. It is
sometimes more stronger effect, higher efficiency and lower cost than advertising. Public
relation was made for many purposes, including enhancing the dissemination of corporation

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reputation; creating a good image for proper business. Also, it shows the interest of
corporation to the development of the province.

(b) Service promotion.
Service promotion is to promote the service, seek chances to provide services. This
activity helps the business operations more efficient. The forms of promotion services:
Promotion; advertising; displaying, introducing service; participating in trades and services
fairs, shows.
Promotion is to stimulate consumption, promote consumers to buy more and more
services that are provided or distributed. The principles of promotion are Honesty, openness
and transparency; No discrimination; Supporting for Customer; Quality of service; do not
abuse the trust; Healthy competition; No promotion of medicines.
Advertising is to introduce customers to the company’s activities of business and
services. Its products include visual information, actions, sounds, voices, words, symbols,
colors, lights that containing advertising contents. Advertising media is a tool that used to
introduce products and services. They include the public medias; news; publications; types of
panels, signs, banners, posters, fixed objects, vehicles or other moving objects, etc.

Displaying, introducing the service are activities to promote the company's services and
materials that used to introduce service to customers. Their forms include: Opening
showroom, service referrals; Displaying and introducing services at the malls services or
funding in recreational activities, sports, culture and art; Organizing conferences and
seminars have exhibited, service referrals; displaying and introducing services on the
Internet, etc.
Trade fairs, services exhibition are promotion activities. They are holding in a
concentrated time at a certain location. Companies display and introduce their services to aim
promoting, seeking opportunities themselves for service contracts. (Eg: Computer & IT
Trade Shows 29 May – 01 June 2014 in Singapore, Motocycle Trade Expo 19-21 January
2014, etc)
4. Explain the role of intermediaries in planning and managing service delivery.

Sometimes when you buy a good or service, it passes straight from the producer to you.

But suppose every time you purchased something, you had to contact its maker? For some

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products, such as a haircut, this is normal. But what about the products you purchase at the

grocery store? You couldn’t contact and buy directly from all the makers of those products.

Fortunately, companies partner with one another, alleviating this burden for you. For

example, instead of Unilever sells individual toothbrushes to consumers, it sells many of

them to a store close to you, which then sells them to you.
Intermediaries, also known as distribution intermediaries, marketing intermediaries, or

middlemen, are an extremely crucial element of a company's product distribution channel.
Without intermediaries, it would be close to impossible for the business to function at all.
This is because intermediaries are external groups, individuals, or businesses that make it
possible for the company to deliver their products to the end user. For example, merchants
are intermediaries that buy and resell products.

Producer A Customer A

Producer B Customer B

Producer C Customer C
Having 9 connectors

Producer A Customer A

Producer B Intermediaries Customer B

Producer C Customer C

Having 6 connectors

The intermediaries reduce transactions in exchange of social. Through distribution
network that manufacturers can access to numerous customers everywhere. Customers

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contact only with a distributor that can buy a variety of products of different manufacturers.
In contrast, manufacturers contact only with a distributor that can sell more products to
customers.

(Source: /> There are four generally recognized broad groups of intermediaries: agents, wholesalers,
distributors, and retailers.
 Agents/Brokers
Agents or brokers are individuals or companies that act as an extension of the
manufacturing company. Their main job is to represent the producer to the final user in
selling a product. Thus, while they do not own the product directly, they take possession of
the product in the distribution process. They make their profits through fees or commissions.
 Wholesalers
Unlike agents, wholesalers take title to the goods and services that they are
intermediaries for. They are independently owned, and they own the products that they sell.
Wholesalers do not work with small numbers of product: they buy in bulk, and store the
products in their own warehouses and storage places until it is time to resell them.
Wholesalers rarely sell to the final user; rather, they sell the products to other intermediaries
such as retailers, for a higher price than they paid. Thus, they do not operate on a commission
system, as agents do.
 Distributors
Distributors function similarly to wholesalers in that they take ownership of the product,
store it, and sell it off at a profit to retailers or other intermediaries. However, the key

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difference is that distributors ally themselves to complementary products. For example,
distributors of Coca Cola will not distribute Pepsi products, and vice versa. In this way, they
can maintain a closer relationship with their suppliers than wholesalers do.

 Retailers
Retailers come in a variety of shapes and sizes: from the corner grocery store, to large

chains like Coopmart and Big C. Whatever their size, retailers purchase products from
market intermediaries and sell them directly to the end user for a profit.

We can see intermediaries under 9 main roles, functions such as: availability,
information, communication, negotiation, order, payment collection, financing, risk taking,
title transfer.

- Availability: Primary role of middlemen is to transform the assortment of products
made by producers in the assortments desired by consumers. Producers make narrow
assortments in large quantities, consumers want broad assortments in small quantities,
discrepancy in quantity and assortment. They match supply and demand. (Eg: to get more
convenience to buy the product; we can buy coke at the vending machines, convenience
stores)

- Information: researching market; collecting information to set up delivery strategy.
- Communication: promoting and advertising the products are sold; getting expansion
information of products to attract potential customer
- Negotiating: deliver tasks, benefits and responsibility. Negotiating each other about the
price, delivery conditions.
- Order: Approaching/connecting buyer, informing, selling. Corporation must find and
define buyers on different period of delivery channel. They must notice about characteristic,
price of products and delivery locations for customer. Finally, they will get the customer’s
order.
- Financing and payment collection: small manufacturers may have difficulty waiting for
payment until goods are sold to the end-customer. Wholesalers and retailers may negotiate
lower prices from the manufacturer in return for quick payment. Many of the cost savings
associated with having an efficient system of intermediaries result from specialization.

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- Risk taking: they provide working capital by paying for goods before they are sold. In
the case of definitive purchase products with distributors, the commercial intermediary

shared risk due to price fluctuations with manufacturers. Therefore, manufacturers can
quickly recover capital to reinvest in the next production cycle.

- Title transfer: many new small companies, un-famous brands through famous
distribution channels (Coopmart, Big C, Metro Cash & Carry, etc) to be promoted and
known. Manufacturers specialize in what they do well, manufacturing products. While others
specialize in handling various phases of the distribution path. Some specialize in retailing,
usually selling a large assortment of goods in small quantities to a large number of end
customers. Wholesalers specialize in moving and goods from numerous manufacturers to a
large number of retailers.

5. Write a detailed note on CRM programmers.
Customer Relationship Management (CRM) is a business strategy for managing the best
of customer relationship. It helps reducing the cost and raising the profit through/by
consolidating the satisfaction, support and loyalty of the customers.
CRM collects the information from all sources to build the full of information of a
customer. It serves for researching customer’s demands and habits. It helps the relationship
between the customer and provider better and more effective. The providers can get goals
easier.

With CRM, the customer’s information are updated and stored in database. We can
analysis, setup a list of potential customers or loyalty customers for suitable customer care
strategies through a data finder. In addition, corporation can solve relative problem rapidly
and effectively.

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Customer Relationship Management (CRM) programmer is only an application of
information technology of corporations. It is applied for managing of customer relationship.

CRM programmer can help automation in corporation. It can help corporation in
managing chain of business activity. Especially, It is very effective in customer management
and purchasing chances. With a CRM programmer, the corporation can establish a system of
transaction rapidly; using this system for managing, operating marketing activity; purchasing,
servicing and helping customer in business strategy

CRM solution include 5 factors:
- Internal Managing and operating
- Sale Organizing and managing
- Sales services
- Managing of marketing activities
- Reports and statistics

All classes in company should use CRM from top manager to staff. Their works on CRM
include:

 Manager: Business statistics; Set up advertising strategies; Overviewing staff’s reports
and tracking any staff’s process.

 Administrator: Establishing database, set up CRM; Establishing system structure, set
up system parameters; Establishing groups, users

 Staff: Importing information; Planning daily; Setting up and following sale chances;
Mailing; Quoting; Ordering; Contracting

The Functions of CRM programmer
Transacting: CRM is operated as same as Outlook of Microsoft. It permits us to transact
email each other in CRM network. Also, transacting email with outside network by POP3
accounts. The CRM systems in Vietnam are responsible this function, such as VHT
company, they provide the CRM solution that is integrated Brand Name & Email marketing.

Analyzing: CRM permits the company to build and analysis information for managing
and inspecting its works. For example, which customer is related its work; how long does it
take? Which subject? Who is responsible? Many CRM solutions had available forms,
schemes for business reports now.

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Planning: CRM helps to arrange working schedules for individual or group include
daily, weekly, monthly schedule. This function helps to manage individual working
effectively. With access rights, supervisor or leader can control staff’s productivity better;
also they can adjust their management reasonable and timely.

Informing and managing: CRM permits us to inform and manage the customer
relationship. Thus, we can see the customer by their information. CRM will help to find out
the customers that often connected with our company; How many date with customer; who
are the loyalty customer; and priority serving customer; etc.

Managing of contact: CRM permits us to manage and follow the phone calls in
company. It helps us to plan business phone calls and relative contents such as time of call,
whom, duration, miss calls, etc. This function is very effective with large amount of
customers; or many staffs are divided the same responsibility. Many customers complained
that they had received many calls with the same information. This makes aversion and
unprofessional portrait for company in customer view. CRM is the best solution to solve this
problem effectively.

Saving and updating: CRM permits us to read and save any document. From this, user
can share each other sharing documents, reference documents. Especially, when we are
tripping for work, we still use the company’s sharing document store easily. Also, we can
send new documents into the store for coworker despite distance. Thus, CRM helps quite to
give up sending attaching documents by email formerly.

Supporting projects: CRM permits us to inform and manage necessary information
about the projects that your company needs plan and organize. With the main information,
you can control list of member of project, such as: which company they belong; the process
of project; time of appointment; time of contract, etc. You can take apart the project and plan
to do them.

Discussing: CRM makes an environment that everyone can exchange the information
publicly by writing, replying and receiving information. CRM can help online interchange in-
group. They can discuss, explain their ideas for any problem in despite of anywhere.

Managing contract: CRM permits us to manage list of contracts. It can manage attach
files of contract under PDF files.

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Administrating: CRM permits an administrator to establish role and position of
salespersons, customer relationship staff. The administrator can control and bring into play
the role of the staff from that. With differentiation of functions and high diversity of
solutions, CRM helps the staffs to approach/reach system that suitable with their position.
This helps to avoid overlapping, irresponsibility, etc. It makes convenient in management.
III. CONCLUSION

Service marketing is a relatively new phenomenon in the domain of marketing, having
gained in importance as a discipline only towards the end of the 20th century. It cannot
absent in any business. After analyzing the items and having referencing some example
situations about services marketing, we understand clearly about services marketing and its
importance. Also, learning detail of CRM programmers are tools helping for everyone that
makes marketing strategy efficiently.

Through this assignment, I can understand clearer this subject. At the same time, I can
apply it on my business.

REFERENCES
- />da-tung-nghi-crm-la-mot-phan-mem (Accessed 08 May 2014)
- />(Accessed 08 May 2014)
- />functions-of-intermediaries/ (Accessed 12 May 2014)
- (Accessed 16 May 2014)
- (Accessed 16 May 2014)
- (Accessed 17 May 2014)
- />(Accessed 18 May 2014)

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