Bai tập marketing chiến lược marketing trực tiếp – ví dụ minh họa

Bai tập marketing chiến lược Marketing trực tiếp – ví dụ minh
họa

CONTENT
Today, marketing is increasingly focused by most enterprises. It is possible that
marketing is the key to success in business. A product or service whether may be sold or
not and an enterprise whether may develop or not depend mainly on marketing activities.

The question is how to drive all marketing operations towards a motto: Thoroughly
understand and satisfy the needs and desires of your customers more strongly than
competitors. Accordingly, business objectives will be successfully implemented. This
relates to the marketing management.

Marketing management has a very important role for managing other business
operations such as: production management, financial management and human resource
management. Marketing management shall direct other management activities by showing
the needs of the targeted customers, competitive pressures and supply of appropriate
products and services.

From the knowledge of Marketing management course and my instructor's guidance, I
have decided the following topic: "Marketing Management" and analysis of several
contents to demonstrate the important role of the marketing management.

No.1: Explain the following:
a/ Production concept

Nowadays, according to the common belief in the world, production is known as the
process of creating products or services.

Many people illustrate the concept of production with the pictures of factories,
machines, or assembly chain. In our country, many people are used to thinking that only

the manufacturers, producers of definitely shaped products such as: cement, televisions,
refrigerators, etc. are able to be called the manufacturing units . Those who don’t product
the definitely shaped products are called nonmanufacturing units.

Nowadays, in the commercially economy, this concept is no longer available.
Actually, the concept of production means taking use of the inputs like raw materials,
humans, machines, factories, technology cashes and other sources to convert it into
products or services. For instance, though the manufacturing process, the inputs like:
lands, labor, capital, appliances, materials, scientific innovations or the art of
administration will be transformed into the outputs. Those outputs could be either the
material product like: televisions, refrigerators, machines, appliances, or the services like:
consulting service, marriage organizing service, etc.

This transformation is the prevalent and vital activity of the production. The main
concern of the administrators of the manufacturing system is the transformative activities
of production.

b/ Product line

The product line is the series of products whose structures, functions, appearances,
characteristics are identical. For example, there are many types and kinds of computers. In
order for the costumers to identify, the producers of each company present a product line
such as: dell x130, sony acer5100, hp5600, nokia x, y,z.

Generally, the marketing professionals either vertically or horizontally diversify the
products. Vertically diversifying to attract the different tastes of customers ( e.g.: Coca
Cola for diet, Coca Cola for diet with lemon taste). Horizontally diversifying to supply
affordable products or to meet with different requirements (e.g.: Microsoft for the
amateurs, Microsoft for the professionals)

c/ Augmented product

They are the products that enhance the final level in 3 levels of products. Product level
(Level of product or product level) is the term commonly used in the design of the product
marketing mix program. An enhanced product is a product with features and additional

services that set it aside from similar competitors, such as instructions, warranty and
service after the purchase, delivery. The company adds products to increase their revenue,
and can create additional sources of revenue in this process, depending on the type of
products and services they provide. Consumers can select a priority augmented product
when they have a choice, which lay require manufacturers continue to innovate to add
their products to capture and hold the attention of consumers.

d/ Social marketing concept.

Besides informing, propagating, presenting, there is a new trend that the
organizations, corporations nowadays follow: social marketing: means listening to wishes,
needs of the aimed communities in the sociality to create the relative programs afterwards.
They concentrate on researching and reassessing the factors of the plans with the main
focus is on their customers, who use those services. In reality, researching and assessing
always go aside with each other and are the bases of the marketing process.

In 1970, Philip Koltler and Gerald Zaltman introduced a new term “Social
marketing”, which has same principles as the typical kinds of marketing used for
presenting and selling products. According to them, the term “Social Marketing” is
different from others because it doesn’t only focus on selling the products, but also
searching for the affect from the feedbacks of the community. It doesn’t benefit the
marketers but the customers and the sociality.

Same as trade marketing, the main target of social marketing is the customers, to find
out what they want or need. Social marketing aims to the community but not the profit.

Social marketing has been proved to be quite successful with the ‘Social Marketing
Program of Marie Stopes International in Vietnam (MSIVN)”. To reduce the unintentional
impregnation rate, enhance the health of moms and children, MSIVN has always
endeavored to bring up the contraception methods to the women who wish to practice
birth-control but haven’t been fully satisfied through the MSIVN clinics which locate in 9
provinces, cities, the clinics’ network Blue Star and sisterhood, the members of marketing
group.

In 2011, MSIVN participated in the program called “Social Marketing” which was
organized by the Management of the projects relating to Birth Targeting, used social
marketing to provide 3 clinical ways of contraception, including contraceptive injection,
uterus device TCU 380A and the contraceptive stick Implanon. Out of these 3, the
contraceptive stick Implanon is considered a modern contraceptive method with many
pros like the high contraceptive percentage ( 99.95%), suitable for many women, the using
time up to 3 years.

Consequently, social marketing relates to taking use of subsidies to provide products
and services that meet the citizens’ need with the affordable price. Market proportionating
helps guide the resident community better based on their need and ability in using services
and products as well as the wish to approach the services. The products later on will be
freely provided for the poor and the low-income community.

No 2 : Explain various concepts of marketing with suitable examples.

Marketing is one of the academic terms that have not been uniformly defined and the
controversy on it is still on through many centuries. Shortly speaking, marketing
comprises social processes and management through which products and services, values

are exchanged to grant the wish of an individual or a group. These processes include but
are not limited by advertising.

There are many different definitions of marketing, such as:

People who are concerned regard marketing as “a function of the organization and a
set of processes for making, transmitting, and delivering to the customers and for
managing the connection with the customers to benefit the organization and the elites”
Besides, Philip Koltler define marketing as” human activities aiming to satisfying the
needs and the wishes though exchange processes”. Marketing Academy considers
marketing as “the management of predicting, identifying, satisfying the requirements from
the customers so that we can get the profit”. With Al Ries and Jack Trout, marketing
means “the war of the competitors”

Combining the listed and comprehensive definitions of marketing, which can be
applied for both business and non-business fields, we will see this prevalent definition:

“Marketing is the process of planning and performing the formation, price setting,
promotion, and distributing the opinions, merchandises, and services to satisfy the
customers”. Nick Jones, The Concepts of Business.

Frankly, marketing makes selling become excessive. The purpose of marketing is to
get to know and understand the customers so that the products and services become
suitable for them to be able to automatically sell. Making the customers ready to buy the
products is the most idealistic step. The other step is introducing the products and services.
Sony and Nintendo are the two electronics’ firms who have already succeeded in these
two steps. This was proven when Sony designed Walkman, Nintendo designed video
games, they was overwhelmed in orders for designing products that completely matched
the results from family marketing.

Generally speaking, marketing regardless whatever processes, functions, exchanges or
activities, even though including the war between competitors, still create the recognizable
values by satisfying the needs of the relative people. These processes if succeed will bring
us closer to the decision of buying and facilitate the selling. After that, these processes
lead, identify and satisfy the requirements of customers, which make profit and
successfully manage the available relationships.

No 3: Explain market segmentation with suitable examples:
 Market dividing based on geography:
The overall market will be divided into many geographic units: areas, regions,

provinces, cities; districts, wards, etc. This is the dividing method that is usually applied
because the difference in needs comes along with geographic factors. For example,
Northern people often have breakfast with noodles, bakes, and less spicy food. On
contrary, Central and Southern people prefer to have sweet, spicy flavor in their food.

 Market dividing based on population-society:
The involved criteria are: gender, age, profession, education, family size, marriage
status, income, social status, religion, ethnic, nationality, etc. Population-society group
with those listed criteria has been widely utilized in market dividing for 2 reasons:

First, the needs, wishes and affordability of customers are the groundwork from which
the difference in the affording needs and behaviors is made. For instance, different
genders lead to different needs. Women prefer vehicles with pretty appearance, average
speed, controllability. Men prefer large motorcycles which have high speed, sporty
appearances, etc.

Second, the characteristics of the population-society are measurable. Those criteria
have available statistics because they are utilized for many different purposes. A majority
of consumer goods use those factors in their division. However, based on the specific

goods there are specific factors to be used. For example, age and living stages of family
are commonly used to divide the toy market, food market, appliance market, cloth market,
Income factor gets picked by the car, motorcycle, furniture, and cosmetic market.

The common trend is people usually combine many of these factors when dividing
because those factors are connected and related to each other.

 Market dividing based on psychology:
This kind of division is expressed through these criteria: attitude, motivation, lifestyle,
concern, perspective, cultural value, etc.

The use of these psychological criteria is based on that: these psychological factors
play important in customers’ behaviors when buying products.

When dividing, the criteria belong to this group are usually used to support those
factors in the population-society group. In some cases, it can be regarded as the main
group of market dividing. For example, customers when buying garments, cosmetics,
usually pay more attention to the characteristics of products which associate with the
psychological properties: the pride of possession, personalities, lifestyle than others.
Hence, in this market, customers are distributed into groups that are uniformly set in
lifestyle, their applied advertising programs emphasize on aspects of lifestyle.

 Market dividing based on consumer behaviors:
In this group, the market is divided into the groups that are uniformly set in: shopping
reasons, searching benefit, quantity and rate of consumption, loyalty, consuming intensity,

using status (used, unused, disused, etc.) When choosing the criteria to divide, the factors
belonging to this group has been regarded by many marketers as the best bases to form
market segments:

Shopping reasons: the buyers in this case are distinguished with many different
shopping reasons, shopping for personal need, shopping for family need, shopping for
career need, shopping for communication need. Dividing based on shopping reasons helps
the producers to not only precisely serve the needs of customers, but also create many
more products from the present ones to enhance the consuming rate. For example,
producers of chewing gums have their consuming rate increased by advertising that eating
chewing gums is helpful for face muscle training.

Searching benefit: the premise of this kind of dividing lies in the benefit that the
customers search for when they buy products. To divide the market by using the searching
benefit method, people have to explore and measure the value system and the possibilities
that customers can tell brands from brands in one kind of product. For example, searching
benefit method has been applied for toothbrush market.

Dividing the market by using this method is clearly the best way to approach the
market, so that we can determine the needs of customers particularly towards each product
brand. Supplying the product brands satisfy the requirements and wishes of the customers
better, because the supplier already have specific and clear knowledge about that brand.

Quantity and rate of consumption (consuming intensity). With this method, the
overall market is divided into these groups: consumers using much, consumers using
frequently, consumers using less, consumers using reasonably. The “quantity and rate”
criterion brings up a precise understanding of an appropriate market scale, including
groups of people who have great need to ensure the marketing effort. In most cases, the
bridge of a market segment does not always base on the quantity but also the consuming
capacity of the customers in that segment. Therefore, those market segments although take
up small percentage, but with great consuming capacity will lead to great consuming rate.

For example, assuming there are 2 market segments

- The first segment has 50.000 customers with the consuming capacity is
20.000d/each.

- The second segment has 10.000 customers with the consuming capacity is
120.000d/each

Compare the customer quantities: the first segment is greater than the second one
(50.000>10.000).

Compare the consuming capacity

+ The first segment has: 50.000x20.000=100.000.000d

+ The second segment has: 10.000x120.000=1.200.000.000d

A reasonable decision made by the company in this case is to spend more time and
effort on the 20% group of important customers.

Those customers who have same consuming rate are usually common in population,
psychology and consuming behaviors. For example, among many beer addicts, a majority
of them are men who age from 25 to 50, and many of them have vigorous personalities.
This property will benefit the marketers in developing the strategies for prices,
advertisement content, selling method.

Loyalty to the brand: Market can be divided based on the loyalty of customers
through buying and using the products. With this method, there are several types of
customers: loyal customers, fluctuating customers, non-loyal customers. With loyal
customers, they have consistency in choosing and using certain brands. Fluctuating
customers are those who lack of consistency in choosing and using certain brands. They
may switch from this favored brand to another one. Non-loyal customers prefer the

available brands, comfortable affordability or novel products. The overall market includes
those types of customers with different rates. Dividing the market with this method helps
companies know the acceptance of customers to their brands and competitive brands.
Depending on the type of customers and the purpose of company to come up with a
suitable marketing plan. The loyalty of customers may come from many different reasons,
and in many cases it has a vague concept, so it is not commonly used to divide the market.

Besides those analyzed criteria, readiness on buying or attitudes (like, ignore,
abandon) of customers are also used to divide the market. But in reality, it’s either difficult
or costly quantifying those criteria. In commerce field, they are usually used to categorize
types of customers in direct transactions. Loyalty, attitudes are widely used when it comes
to social marketing.

 Market dividing based on customers’organizations:
Basically, those bases of market dividing based on consuming can be applied to
market dividing based on organizations. Consumers are organizations which are
geographically divided (areas, regions), following the consumers’ behaviors with these
common criteria: searching benefit, consuming level. When dividing the market based on
organizations, the common way used is following two stages: macro dividing and micro
dividing.

- In the macro stage, there are criteria: product types, direct users, product use, the
consumers’ scale that is commonly used.

- In the micro stage, there are criteria: the commitment of sellers, the assessing
standards that sellers use to minimally divide those criteria picked at the macro stage.

Market dividing has brought up some marketing opportunities for a company. The
next step in the marketing process is to choose a market with aim. In this step, the
company has to make a decision about the number of market segments and what the most

attractive market segment is.

To make a proper decision about market segments, there is chain of activities needed
completing: first, evaluating the market segments; second, choose the occupied market
segment or the objective market segment. Evaluating the market segment: the purpose of
evaluating the market segments is to identify the attraction of them in performing the aims
of the companies.

No.4: Explain the process of integrating Marketing communication

1 2 3 4 6 7
Sender Receiver
Intended Encrypt Transfer the Encrypt
Message the message the

message Transferring message
Means

Noise 5
8
Responsive
information Responsive reaction

9 10

Explaining the factors in the model:

- Sender: The owner of the integration between commerce and media. That could
be cooperation, organization performing the commercial and medial activities for the
customers.

- Intended message: Intended message is the message whose purpose is to affect
the customers to receive something from them as intended.

- Encrypting the message: Using the medial language to transfer the medial ideas
into symbolic appearances so that the receiver can understand the message.

For example: to advertise Neptune oil, the sender wants to show their customers the
advantage of this oil is to bring up the cozy family atmosphere. To do so, they present the
picture of family sitting together and eating happily with the delicious food cooked with
Neptune oil. Or in another advertisement, when they want to describe the sharpness of LG
televisions, instead of using words, they represent a picture of a deer drinking water,
having its shadow onto the water, which makes the tigers delusional and start to prey the
deer’s shadow.

- Transferring the message: Collecting the symbols with a message from the
sender through many means.

- Transferring means: The message can be transferred to the receivers by these
means: broadcasting, radiocasting, newspaper, Internet, etc.

- Encrypt the message (Decoding): the process in which the receivers handle the
encrypted commercial-medial message from the senders to get the intension of them. To
ensure that the message is effective, the decoding process of the senders must be
equivalent to that of the receivers. Therefore, the message basically has to be familiar to
the receivers.

For example, when receiving a gift from a special friend, the receiver will have to find
out the message that the sender wants to deliver.

- Receiver: the aimed customer that the owner of the message wants to convince.
- Responsive reaction: They are the reactions of the customer after getting the
message. The sender needs to discern the receiver’s reaction to adjust the plan, the medial
tactics.
- Responsive information: The message from the receiver hits back on the sender.
Through the responsive information, the sender will know the effect of the medial
program.

- Noise: they are the impacts to the message, making it wrongly comprehensible
compared to its original stage. Noise can come from the physical environment (noise), or
it’s because the receiver cannot get the point, cultural base of the sender.

For example, when communicating with people from different cultures, different
occupations, different social classes, etc.. The senders are usually careful in using words
(both verbal and non-verbal language) as well as styles of expression to prevent regretful
misunderstanding.

No 5: Explain “Direct marketing” and its applicability with examples.

According to the Direct Marketing Association, direct marketing is the medial system
that frequently works and has the interaction of some media means to create the exchange
reactions or positive transactions (measurable) from the customers that are less likely to be
limited by dimension and time. The most basic difference between direct marketing and
other types of marketing is the interaction, information exchange between the sellers and
the buyers, the media owners and receivers. Through that, corporations can easily evaluate
the effect of their media methods.

Direct marketing is expressed through many medial activities that aim directly to the
customers like: the recommendation letter of products and companies, the order letter with
the product categories for the customers to choose.

Direct marketing brings many advantages to both customers and corporations. To
customers, direct marketing helps save time, introduces many new products, are suitable
to modern lifestyle; surpasses the dimensional difficulty, prevent them from joining unsafe
traffic, pick the most satisfactory products . To corporations, direct marketing helps to find
the true orders to each product, get information of the customers in the fastest way,
precisely aim the objects with high medial effect and low cost. Besides, it can ensure the
privacy and the invisibility of the tactics with the competitors (with the medial marketing,
competitors can get access to the medial programs of the corporations; while with direct
marketing, the competitors may get tricked, because only the customers will receive the
information.) the biggest advantage of direct marketing is the ability to measure the

customers ‘responses, which helps the corporations to assess each of their direct marketing
program. They can know for sure which success and which fail, so that they can have
reasonable policy applied to each group of customers, each kind of products and each
market region. Finally, direct marketing helps to effectively use the human resource,
especially to the companies which face the case of reducing their human resource, the
small and average organizations or the companies which aim to the separate market
segments with typical inquires.

However, direct marketing has some drawbacks such as: requiring the initial
investment for database construction, material conditions, asking for human resources
with people who are professionally trained for service. One more problem is that not in all
conditions is the direct marketing welcomed. In the case where the market mostly consists
of customers with daily buying behaviors, buying at the market or only trusting their
personal experience after using the products, direct marketing cannot promote its
efficiency in the first stage but has to have time for the customers to get familiar with.

The practice of direct marketing

In reality, direct marketing is not the completely novel concept: In 1498, in Venice,
there was already product category to provide the information for the customers. In 1667,
The British Gardeners Association published the book “List of gardens”, with the info
about gardening, to give out to the customers who were interested in gardening. Likely,
throughout the 2 centuries XVII and XIX, many letter-formed categories were published.
From the 60s of the previous century, direct marketing increasingly developed to be the
main marketing tool in many developed countries. Many people predicted that direct
marketing would soon take over the other types of marketing and become the leading
marketing tool, because it is the combination of 3 components: advertising, selling
promotion and direct selling. The fields that are predicted to pay more for direct marketing
are: transportation, industrial service, media, customer service, direct selling, technology
products, bank service, odd selling, etc.

From the end of XX century, direct marketing has strongly developed in many
nations. According to The Europe Marketing Association, in 1998, the Europe

organizations spent the total cost of 2 billion USD for direct marketing and the increasing
rate of this it is not less than 10%/year. In America, direct marketing though letters has the
revenue of dozen billion dollars. In 1991, more than 45% Americans had bought
something through direct letters; and according to the Direct Marketing Association, the
revenue of direct marketing in America in 2006 increased up to 6% compared to year
2005 and was up to 6.5 billion USD. In 2007, the revenue of direct marketing continued to
rise to 7.4% and reach 7 billion USD, whereas those of other types of marketing were only
about 3.9%. In Australia, in the 5 recent years, the increasing rate of economy is about
4%/year, but that of direct marketing has already exceeded 16%/year. This country has 12
million email addresses that are readily connected to organizations.

REFERENCE