Bài tập về dịch vụ markeing – services marketing crm

Bài tập về DỊch vụ Markeing – Services Marketing CRM

I. INTRODUCTION.
Marketing is the identification of what the people and society need. If a product

made fails to meet the demand for use and purchase, it cannot be sold and the company
will get no profit from such product. If so, the production cannot make profit. Therefore,
the shortest definition of marketing is the identification of profitable needs.

American Marketing Association (AMA) gave the definition as below: "Marketing
is the mission of organizational structure and a set of process in order to create, exchange
and transmit the values to customers and to control the relationship with customers by
different ways aiming to bring the benefits to organization and members in Board of
Shareholders".

Marketing can be seen as the process in which the individual or group can get
what they want through the training, devotion and free exchange of values of products as
well as services (MM - Kotler).

According to definition for managers, marketing is considered as “an art of
selling”, but it is quite surprised that the most important factor of marketing is not
actually the selling. Peter Drucker, the leading management theorist supposed: "The
purposes of marketing are how to know and understand the customer well, and how to
make products or services suitable with them the most, and it can sell itself. Ideally,
marketing should be the result of willingness to shopping. From that, the formation of
products or services becomes necessary to create them".

Over the period of learning and research on marketing process, I would like to
focus on analyzing some contents as follows:
II.BODY
1. Answer the following:

(a)The marketing planning process:
In the business operation of an organization, the marketing always plays a very
important role. Marketing is the bridge between the buyer and seller- which helps

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salespeople understand practical needs of purchaser aiming to meet their needs in an
optimal way. Based on objectives proposed by the company, the managers will develop
an appropriate marketing planning program by their marketing operations. If a company
meets customers’ needs, then it can make profit. Making a marketing plan includes the
following steps:

Determination of objectives
The marketing objectives are determined by business objectives. Determining
business objectives helps us draw the orientation and planning for marketing operations
aiming to obtain the proposed objectives.
Determining objectives helps the planner know which target markets they will deploy and
how much revenue and how many market shares they need to reach. From that, they can
calculate how much budget and how many resources the company needs to have
Analysis of market
After determining the objectives, the company needs to conduct the research and
analysis of market in order to capture the micro as well as macro factors affecting the
business of a company. Also, the company can know the operating structure of the
market and stakeholders participating in the value chain, they can know what is the need
and expectation of customer, who are its competitors and what can help them to stand in
the market stably. In addition to buyer and seller, the company should know what its
objects are. From the information above, the Company needs to analyze to know what its
opportunities and advantages are, what its threats and disadvantages are, and what its
strengths and weaknesses against its competitors are.

Market segment
From the analytical results of situation and understanding of the market, the
Company will consider how to look at the market, or how to divide the market
appropriately. The market segment makes the Company realize the opportunities that its
enemies have not realized.

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The selection of target market helps the company focus on its limited capital
resources in order to serve customers in the most appropriate way, and to serve clients
that the strengths of company are also what they need the most

Strategic planning
From the analytical result of market situation and the understanding of customer’s
demand and strengths as well as weaknesses of the competitors and the market trend in
the future, the Company needs, at this time, to have strategic planning of marketing for
every market. The marketing strategy will point out how the Company will compete to
get success, and what the Company needs to do and what the Company should avoid.
When inferior finishes the plan and submit to the managers, the manager will choose the
best plan.
(b) Monitory marketing planning and services:
The tasks of Marketing Department are to make plan, implement and supervise the
marketing operations. Supervision of marketing plan can be divided into four categories:
Supervision of yearly plan, supervision of profitability, supervision of performance and
supervision of strategy.
Supervision of yearly plan is to supervise the implementation process and results based
on the yearly plan (through the financial analysis, consumption, market share, revenue to
cost ratio, and the confidence of customer). It is to identify the reasons of failure of
getting objectives and to make necessary adjustment aiming to finish the proposed plan
Supervision of profitability includes the efforts to determine real profitability of

different products, regions and distribution channels by profit and loss account (revenue,
cost of good sold, other costs, net profit), cost evaluation (total cost including the salary,
rent and cost of accessories) under the functional marketing operations and cost allocated
to functional marketing operations in accordance with distribution channel, and to
determine corrective measures to enhance the profitability.
To supervise the performance of salespeople, advertisement, distribution and
discount, the Company can detect what issues it needs to strengthen and improve the cost
efficiency of these marketing operations.

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2. Answer the following:
(a) Service market segmentation:
The Company realizes that they cannot attract the whole of purchaser in the

market, or at least they cannot have the same way to attract the entire buyers. The buyer
is very huge in term of quantity, geography and needs, and their ways of purchase are
diverse as well. For company, the ability to meet the market needs is also different
because they are different in capacity and profession

Thus, instead of spreading the capacity to serve the whole of needs in the market,
every company needs to determine a part of market which they are able to have the best
service and profit.

Most of present enterprises left the general market strategy behind, and they
started to follow the selected market. If so, there will have market segments which they
serve only for withdrawal or perfunctorily service, and there will have market segments
they make determination and efforts on service

Therefore, it can be said that the objectives of market segmentation aims at

determining which market segment the Company can compete and which one the
Company cannot compete.

The market segmentation is:
The market segmentation is the process of determining the objectives, and the
individual groups are similar. The market can be divided by different ways: subject to the
products or services benefits, price sensitivity, the geographic segment, demographics
segment, psychographics segment and lifestyle. The successful segmentation depends on
the understanding of what the consumers need, how to make the consumers have
different use, and how to let the consumers decide on products.
- The customers are classified by market segment is based on the motivation
(purchase and choice of goods supply resources (products, services, ideas and so on)
- The customers are classified by the groups based on needs & wants and
behaviors)

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- The customers are classified by the decisive factors (purchase of goods and
selection of products or services supply resources)

(b) Customer loyalty:
Customer loyalty is the trend of attitude and behaviors which are more useful for a
brand than other people, whether due to the satisfaction with products or services,
convenience and performance, or simply the familiarity and comfort with the brand. The
customer loyalty encourages the consumers to go shopping more regularly and attracts
the customers to the familiar brands when they face competitive environment. To have
loyal customers, the Company needs to implement the basic issues as follows:
*Building up the confidence:
The confidence is the key factor. The enterprise must make the customers believe
in its products and services. The confidence will create the opportunities for long-term

business with the customers.
*Improving the trust:
The Company will be trusted by customers if it does exactly what it said. The
company should not let the customers have confusion or doubt about something
*Being responsible:
You must always create the best conditions so that the customers can approach the
information they need at any time such as the delivery schedule or cargo tracking. The
Company must train its staffs about how to deal with and handle the complaints
reasonably.
*Showing sympathy:
The Company should pay attention to the customer’s feeling. It needs to know
how to listen to customers and capture what they needs and how to establish close
relationships with them
*Recruiting good staffs
The Company should select the employees who have regular and direct contact
with customers on basis of good working attitude and positive attitude as well as

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friendliness with everyone. Then, the Company should teach them about required skills
step by step

*Always training staffs:
The Company should learn about what fields its staffs wish to learn more and it
should look for the most appropriate training resources. The best way is that the
Company should direct them to necessary skills for the success and development of the
Company.
*Making staffs feel that they belong to the Company:
You should remember that the staffs are the internal customers, and it is very
important to get their loyalty. You should always encourage them to participate in

development strategies of the company or the campaign on quality improvement, and let
them to take part in making decisions. Also, you should treat them as the real boss of the
Company.
*Creating all favorable conditions to support the customers:
You should always learn about the possible difficulties that the customers can
encounter in order to have timely support for customers. You should always try to
simplify all things for customers.
3. Writing a detailed note on pricing strategies for services.
An enterprise can use a series of pricing strategies when selling a product or
service. The price can be set to maximize the profit for every selling unit or general
market. It can be used to protect the existing market from new one in order to increase the
market share in a market or to enter into a new market. A Company can get benefit from
reduction or appreciation subject to the demand and behaviors of customers and
customers in a certain market. Searching for true pricing strategy is a crucial factor in
running a successful company
The pricing strategy mentions the methods which the Company uses to evaluate
the price for a product or service. Most companies, whether big or small, subject to the
price of products or services for production, labor and advertising cost and then add a
certain ratio so that they can make profit. There are different pricing strategies, i.e.

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penetration pricing, price skimming, discount pricing, product life cycle pricing and even
competitive base pricing

a.Penetration pricing
A small Company using the penetration pricing often imposes a lower rate on its
products or services with the hope to develop the market share, which is the percentage of
sales that the company has in the market compared to total revenue. The main goal of
penetration pricing is to attract more customers at low cost and then use different

marketing strategies to keep them. For instance, a small internet software provider can set
a low rate for its products and then send email to customers with additional software
product every month. A small company will work hard to serve the customers in order to
build up the loyalty to that brand.
b. Price skimming
Another type of pricing strategy is price skimming, in which the Company will
impose a high price in order to recover the manufacturing cost of products and
advertisement quickly. The main goal of the price skimming is to gain profit fast.
According to the article “pricing strategy” at NetMBA.com, The companies often use the
price skimming when they lack financial resources in order to make products in term of
quantity. Instead, the Company will apply quick cash growth to sponsor the additional
production and advertisement.
c. Product life cycle pricing
All products have the lifespan called life cycle of product. A product will
gradually progress through various stages in the cycle: introduction, growth, maturity and
decline. In the growth stage, when the sales are booming, the small companies often keep
higher price. For example, if the products of the company are exclusive, or they have
better quality then competitive products, the customers may pay higher price. A company
with high product price in the growth stage can have new technology with high demand.
d. Competitive base pricing:
A small can company reduces its price to meet the price of its competitors. A
competitive base pricing strategy can be used when there is a little difference among

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products in an industry. For instance, when a person buys a paper or Styrofoam cup for a
picnic, he often buys at the lowest cost when there is minimal different product.
Therefore, a small paper company may needs to set their price lower.

e. Temporary discount pricing

The small companies can use the temporary discount pricing to increase the sales.
The temporary price strategy includes the coupons, cents-off sales, seasonal discounts
and even purchase of quantity. For example, a small clothing manufacturer can offer
discount after the holidays in order to reduce the inventory. A discount quantity can
include “a buy-four get one free promotion”.
4. Answer the following:
a.Explain the role of marketing communication.
The marketing communication is traditionally called advertising factors of four
letters P of marketing (product, place, price and promotion).
-The main objectives of marketing communication are to get a quantity which
affects the behaviors by informing, convincing and reminding. The marketing
communication acquires new customers for brands by raising the awareness and
encouraging the trial. It also maintains the existing customers of the brand by
strengthening the purchase behavior through providing additional information on benefits
of the brand.
-The second goal of the marketing communication is to develop and enhance the
relationship with customers, potential customers, retailers, and other important
stakeholders.
The successful marketing communication is based on the combination of options
called the advertising mix. These options include advertisement, public relations,
promotions, personal selling. Internet also becomes a powerful tool to gain the certain
important clients. The role of every element in a marketing communication is partly
based on whether the Company uses the push-pull strategy. A pull strategy depends too
much on needs of consumers than personal selling for products which move from the
manufacturers to the end-user. The needs are created by the advertisement, public

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relation, and promotion of “pull” selling or services via distribution channels. On the
other hand, the push strategy emphasizes the personal selling to promote the products

through these channels.

*Factors of marketing communication
In order to have successful marketing communication, we must perform in other
three fields of marketing mix: the products, services or ideas; the price that the brands
will be provided; and the places or the customers can buy the brand through that place.
The best promotion cannot surpass the low quality products, high cost or insufficient
retail distribution.
Similarly, the successful marketing communication depends on the management
decisions related to the cooperation of different factors of advertising mix, which is called
integrated marketing communication. This opinion finds ways to arrange the use of all
forms of advertising mix in order to approach the customers at different levels in new and
better ways.
*Advertisement:
Advertisement is one of the most important tools of promotional activities. The
advertisement transmits persuasive information to target customers of the Company. The
advertising work requires needs a lot of creations
The advertisement is an effective mean of support for competitions
The purpose of advertisement is to attract the attention of customers, to persuade
the, about the benefits and attractiveness of products aiming to change or strengthen the
attitude and confidence of consumers, and increase the desire for shopping and then the
consumers will go shopping. The advertisement is based on the principle of A.I.D.A,
which are 4 initial letters of words
A - Attention
I - Interest
D - Desire
A - Action
*Public relations:

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Public Relations – PR plays an important function in marketing operations of the
company. Its mission is to manage the image of company. That is the bridge between the
organization and the community, or the customer, or investor in the entire operation and
development strategy of the unit. The primary basis of PR is closely associated with the
mass media. It will provide information and construct two-dimensional information
creating the public understanding and support towards the company.

The public relation of company has many purposes, including good
communication and proper business concerning the local development; sponsor for
musical shows, sports, and scholarship for university students, construction of gratitude
and care of heroic mothers and so on.

*Promotion
Promotion is the direct encouragement which provides more preference in order to
improve or take the products to the consumers. The promotion can be oriented to the
consumer or trade. The consumer’s promotion consists of coupons, sample, insurance
cost, lottery, price package (package with larger quantity or lower cost than normal),
financial transaction at low cost, and discount by buying at the place where the trial
product is made, and encouragement of repurchase. The consumer’s promotion also
includes the visit of retail or request on additional information
*Personal selling
Personal selling is the face to face conservation between the salespeople and
potential customers in order to introduce and sell products

Personal selling creates the attention of customers and transmits the information.
There is a flexible interaction between the buyer and seller, which adapt to the individual
requirements of customers as the result of purchase action. These are tasks that the
advertisement cannot do. The salespeople can persuade and resolve the customer’s
problems. In addition, personal selling can establish and develop selling relationships.

b.Service promotion
The promotion mix in marketing is the general combination of the following
operations: Advertisement, discount, order or personal selling and propaganda. The

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whole of promotion mentioned above must be cooperated to get the maximum effect of
communication on consumers.

The performance of promotion tools will change by the market. In the consumer
market, the advertisement is considered as the most important tool. In the industrial
market, the most important position belongs to order and personal selling. The promotion
mix is greatly affected by the selection of push-pull strategies in order to consume
products.

The push strategy requires the Company to perform advertisement and promotion
towards the wholesales in order to push the products to get through intermediate
distribution. The manufacturer will advertise his products actively to the retails, the
retailers will advertise retailers actively, and the retailers will advertise consumers
actively in order to push their communities

The pull strategy requires higher promotional cost and dynamic promotional
activities toward the consumers in order to create the demand for consumption. If
effective, the consumers will ask retailers for products, and the retailers will ask
wholesaler, and the wholesaler will ask manufacturers.
5. Writing a detailed note on CRM programmers.

CRM stands for Customer Relationship Management. That is the strategy of
companies in developing close relationships with customers through research and careful

understanding of the demand and habit of customers. It will approach and communicate
the customers systematically and effectively, manage the customer information on
account, needs, contact and so on aiming to serve customers better.

Through the customer relationship system, the information on customer will be
updated and stored in the database management system. Thanks to a special searching
tool, the company can analyze and make the list of potential and regular customers in
order to propose reasonable customer care strategy. In addition, the company can seal
with the problems of customers quickly and effectively.
To establish good relationship with customers has a significantly important meaning for
the success of the company.

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CRM is simply an application of software to track the customer’s data. However, a
more complex system requires the combination of factors: information, personnel, policy
and efforts of company in order to attract as well as keep customers.

Purpose of CRM
CRM comes from the ideas with the hope to help the company use resources
(personnel and technology) in order to understand the attitude and habit of customers and
assess the value of individual customer segment. With the help of an effective CRM, the
Company can:
- Provide customers with better services
- Improve the performance of customer support center
- Assist salespeople in making order quickly
- Simplify the process of marketing and selling
- Detect new customers
- Increase the revenue from customers
Functions of CRM

CRM solutions include 5 factors:
-Internal operating control
-Selling management organization
-Post-selling service organization
-Marketing management
-Statistical report
Operating process of CRM:
For CRM operation, there are 5 main points making a closed circle and when we
start, we can start from any point (note: the customer is the center)
1. Sales: it can be seen as the main mission of CRM. Off selling operations, there
are surrounding performances: transaction, mailing labels, quotation, appointment,
shipping and money collection

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2. Marketing: When a customer buys our product, it means that there is a
transaction. The next step is that we need to make marketing plans aiming to attract the
customers to continue to buy our products.

3. Service: When a customer buys the products of the company, the next step we
need to do is to provide the best services for customers: gift- giving on occasion of
establishment date, 14/2, 8/3, 20/11 for purpose of attracting customers to buy
Company’s products for next times.

4. Analysis: When we make a list of target customers or list of customers who
used to buy Company’s products (the customer performed any transactions). The analysis
will be considered as key factors of Sales, marketing, the next service such as analysis by
age, region, best-selling product, time. We need to analyze anything that the staff use and
CRM want in general

5. Collaborative: Provide the relationship ability to customers (phone, email, fax,
web, sms, post, in person). CRM helps the company interact with customers via channels
(direct contact, mail, fax, phone, web, e-mail) and support the cooperation between staff
team and customer channel. Collaborative CRM is a solution connecting people, process
and data to each other so that the Company can serve and maintain its customers better

In these 5 steps, we can start from any step we want. If we wish to use CRM
successfully, we need to develop a good external process and then apply it to CRM. If so,
the success will be very high.

From that, the benefit that CRM brings is:
- For customers: CRM contributes to promote the long-term relationship between
customer and company, the customer can be carefully served and clearly understood.
Thanks to CRM, the customer feels that they are cared from the very little things:
hobbies, needs and date of ceremony …
- For company: CRM helps the Company know how to listen to its customers, and
how to manage the business and development situation from the past, present and future
easily; it helps the company promote products and brand easily at the lowest cost. Also,

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CRM is the support tools which help the Company have effective focus management of
resources as well as staffs.

- For manager: CRM provides managers with many useful tools, which help the
managers have a quick control of the statistics, analysis, and assessment on business
status of company from the past, the present and the future; to detect potential difficulties
and threats of company in order to timely offer reasonable solutions to such problems.
Also, CRM permits the managers to evaluate the situation and performance of every
inferior staffs.

- For employees: CRM allows the staffs to manage their time and work
effectively. Also, CRM helps the staff to capture the information on their clients aiming
to offer quick and suitable support method, and build up the reputation, and keep
customers

*Candidates:
· The system manager
-To create CSDL and install CRM
-To set the systematical figuration, and install the parameters
-To establish the group and user
· Manager
-To make business statistics
-To set the advertising campaign
-To review the job report of the staffs and check the operational process of every
staff
· Staff.
-To enter full of information on potential customers, organizations and addressers
-To make daily job plan
-To create and check the opportunities of sale
-To manage mail
-To send the quotation to customer

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-Order
-Contract
In summary, CRM is the set of management, care and development of relationship
between customer and company.

III. CONCLUSION.
The modern marketing focuses on the satisfaction of customer’s needs by learning

about how to concentrate on the market and how to focus on customer. The Company
must take concern for the needs of potential customers at first and then production or
service. The theory and practice of marketing are based on customer who uses a
particular product or service when they are in need or such product/ service bring a
practical benefit for customer.

Two main aspects of marketing are to look for new customer and keep close
contact with existing customers.

REFERENCE
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20 May 2014)

4. timtailieu.vn/tai-lieu/bai-giang-truyen-thong-marketing-19508 (Accessed 08 May
2014)
5. />communication.html (Accessed 20 May 2014)
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8. />hang-7086.html (Accessed 22 May 2014)
9. />chieu-thi-khuyen-mai-thuc-day-ban-hang (Accessed 22 May 2014)

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