Bài tập về marketing tổng hợp – ví dụ minh họa

Bài tập về Marketing tổng hợp – ví dụ minh họa

CONTENT

 Question 1: Explain the following:

1.1 Production concept is a concept where goods are produced without taking into
consideration the choices or tastes of your customers. It is one of the earliest
marketing concepts where goods were just produced on the belief that they will
be sold because consumers need them.

- Example: In Vietnam, There are many kind of shoes from another countries,
but Vietnamese business still product shoes because it is cheap and they think
that customer will buy it in the future.

1.2 Product line: It is a group of products which are related and offered and
manufactured by a single company. One company can offer more than one
product line. This helps to enhancing the business by adding items to the
product line which is already established. As people are already familiar with
the brand and there are more chances of a purchase.

- Example: Iphone product line are Iphone 3, 3S, 4, 4S, 5, 5S and iphone 6.
Those are product lines that Apple was producted.

1.3 Augmented product: involves deciding the additional intangible benefits that
a product can offer. Competition at augmented product is based around after
sales service, help lines, warranties, free/cheap delivery and so on. In other
words it is things that the product does not do but customers may find them
useful. Intangible benefits such as product warranties offer customers peace
of mind and demonstrate the manufacturer has faith in the quality of its
product. In fact the ubiquitous use of some augmented benefits have turn

some augmented product benefits into a customer expectation for example

customers expect cars to have manufacturer warranties.

1.4 Social marketing concept: Societal marketing concept is the marketing concept
whereby a firm believes in giving back to the society by satisfying the needs,
wants, and interests of the target markets and delivering the needed
satisfactions. This must be done more effectively and efficiently to enhance the
consumer's and the society's well-being.

- Example: When investor build wind electricity plant for supplying electricity
to customers, furthermore it is not polluted environment.

 Question 2: Explain various concepts of marketing with suitable examples

2.1 The Production Concept: Holds that consumers will favor products that are
available and affordable.
+ Implies work towards mass production and low cost.
For example, nowaday manufacturers apply modern technology to create

lot of product, then they bring out large quatities of products and flood the
marketplace. Customers easily find and purchase products with low price.
2.2 The product concept: Assumes customers favor products that offer the most

quality, performance, and features.

+ Implies firm should strive to continually upgrade product and product
features.

2.3 The selling concept: Inside-out perspective: Assumes people need to be sold

on whatever it is the firm has decided to offer. 1st: Decide what to produce;
2nd: Figure out how to get people to buy what you have.
+ Implies lots of selling/promotional activities are needed to move product

2.4 The marketing concept:

- Holds that achieving organizational goals depends upon knowing the needs
and wants of target markets and delivering the desired satisfactions more
effectively and efficiently than do competitors.

- Production and product concepts, if appropriate, follow this concept
2.5 Marketing concept component:

- Means of achieving goals, knowing needs and wants.

Implies research and/or appropriate assumptions

2.6 Target markets:
Implies clear target groups: people whose needs/want you will try to fill

- Satisfaction
- Competitors acknowledged

 Question 3: Explain market segmentation with suitable examples.

Market segmentation is an integral part of a company's marketing strategy. It is the
process of breaking down a larger target market into smaller, more homogeneous groups
of customers that you can more efficiently market to. Both consumer-oriented and
business-oriented companies should segment customers using one of several common
approaches.

3.1 Demographic

Demographic market segmentation is one of the most common approaches to
segmenting markets. With this strategy, a company simply divides the larger market into
groups based on several defined traits. Age, race, gender, marital status, occupation,
education and income are among the commonly considered demographics segmentation
traits.

Example: A company that sell shaver beard, they must concentrate on male
market segment or the rich are often used by Luis Vuiton products,

3.2 Geographic

Geographic segmentation is used by companies that sell products or service
specific to a certain community, state, region, country or group of countries. Local
businesses usually get no benefit in paying for national or international advertising.
Companies that operate nationally can often save by delivering the same marketing
messages to a national audience through one television, radio, magazine or newspaper ad.
Global businesses typically decide whether to maintain a universal message or tailor
messages to each country's marketplace.

3.3 Psychographics

Psychographics or lifestyle segmentation has become increasingly common as
companies look to identify consumers based on interests and activities in lieu of
demographics. As an example of this strategy's benefits, consider the lifestyle of an
outdoor adventurer. Camping enthusiasts, for instance, typically have few consistent
demographic traits. Campers are a diverse group. Thus, marketers would likely target a
segment of outdoor hobbyists or campers for new camping equipment through outdoor

programs or magazines.

3.4 Behavioral

Behavioral segmentation is based on user behaviors, including patterns of use,
price sensitivity, brand loyalty and benefits sought. A company may have customers with
a similar demographic makeup but distinct behavioral tendencies. Some may use the
product daily, while others use it weekly or monthly. Higher-income earners may have
more interest in higher-quality models versus low-cost models. This may prompt the
provider to target higher-end products and services to one group and more value-oriented
offerings to lower-income or budget-conscious customers.

3.5 Business Segmentation

Segmenting for business customers often has overlap but commonly includes
geographic, customer type and behavior-based strategies. Geographic business
segmentation is similar to that with consumer segmenting. Customer type segmenting

may include business size or the nature of the business. Banks, for instance, often have
different products for small versus large businesses. Behavioral segmenting is based on
repeat or loyal customers versus one-time users.

 Question 4: “PLC as a tool for marketing strategy" justify

4.1 Product Life Cycle:

- Product Life Cycle is the stages that products go through from development
to withdrawal from the market.

- As consumers, we buy millions of products every year. And just like us,

these products have a life cycle. Older, long-established products eventually
become less popular, while in contrast, the demand for new, more modern
goods usually increases quite rapidly after they are launched.

- Because most companies understand the different product life cycle stages,
and that the products they sell all have a limited life span, the majority of
them will invest heavily in new product development in order to make sure
that their businesses continue to grow.

4.2 Product Life Cycle (PLC):

- Each product may have a different life cycle. PLC determines revenue
earned, moreover it contributes to strategic marketing planning and may help
the firm to identify when a product needs support, redesign, reinvigorating,
withdrawal, etc. Since that time, manuacturers consider to make new product
development planning and help in forecasting and managing cash flow.

4.3 The Stages of the Product Life Cycle:

The product life cycle has very clearly defined stages, each with its own
characteristics that mean different things for business that are trying to manage the life
cycle of their particular products. It includes the stages below:

- Development

- Introduction/Launch
- Growth
- Maturity
- Saturation
- Decline

- Withdrawal

4.3.1 The Development Stage:
- Initial Ideas – possibly large number
- May come from any of the following :

o Market research – identifies gaps in the market
o Monitoring competitors
o Planned research and development (R&D)
o Luck or intuition – stumble across ideas?
o Creative thinking – inventions, hunches?
o Futures thinking – what will people be using/wanting/needing 5,10,20 years

hence?
4.3.2 Product Development: Stages
- New ideas/possible inventions
- Market analysis – is it wanted? Can it be produced at a profit? Who is it
likely
to be aimed at?
- Product Development and refinement
- Test Marketing – possibly local/regional

- Analysis of test marketing results and amendment of product/production
process

- Preparations for launch – publicity, marketing campaign

4.3.3 Introduction/Launch:

- This stage of the cycle could be the most expensive for a company launching

a new product. The size of the market for the product is small, which means
sales are low, although they will be increasing. On the other hand, the cost of
things like research and development, consumer testing, and the marketing
needed to launch the product can be very high, especially if it’s a competitive
sector.

4.3.4 Growth:

- The growth stage is typically characterized by a strong growth in sales and
profits, and because the company can start to benefit from economies of scale
in production, the profit margins, as well as the overall amount of profit, will
increase. This makes it possible for businesses to invest more money in the
promotional activity to maximize the potential of this growth stage.

4.3.5 Maturity:

- During the maturity stage, the product is established and the aim for the
manufacturer is now to maintain the market share they have built up. This is
probably the most competitive time for most products and businesses need to
invest wisely in any marketing they undertake. They also need to consider
any product modifications or improvements to the production process which
might give them a competitive advantage.

4.3.6 Saturation:

- New entrants likely to mean market is ‘flooded’

- Necessity to develop new strategies becomes more pressing:

- Searching out new markets:

 Linking to changing fashions
 Seeking new or exploiting market segments
 Linking to joint ventures – media/music, etc.

- Developing new uses
- Focus on adapting the product
- Re-packaging or format
- Improving the standard or quality
- Developing the product range

4.3.7 Decline and Withdrawal:
- Eventually, the market for a product will start to shrink, and this is what’s

known as the decline stage. This shrinkage could be due to the market
becoming saturated (i.e. all the customers who will buy the product have
already purchased it), or because the consumers are switching to a different
type of product. While this decline may be inevitable, it may still be possible
for companies to make some profit by switching to less-expensive production
methods and cheaper markets.
- Decision to withdraw may be dependent on availability of new products and
whether fashions/trends will come around again?
Product Life Cycle Examples
It’s possible to provide examples of various products to illustrate the different
stages of the product life cycle more clearly. Here is the example of watching recorded
television and the various stages of each method:
1. Introduction - 3D TVs
2. Growth - Blueray discs/DVR

3. Maturity - DVD
4. Decline - Video cassette

The idea of the product life cycle has been around for some time, and it is an
important principle manufacturers need to understand in order to make a profit and stay
in business.
However, the key to successful manufacturing is not just understanding this life cycle,
but also proactively managing products throughout their lifetime, applying the
appropriate resources and sales and marketing strategies, depending on what stage
products are at in the cycle.
 Question 5: Explain “direct marketing" and its applicability with examples

Direct marketing is a form of advertising in which physical marketing materials
are provided to consumers in order to communicate information about a product or
service. Direct marketing does not involve advertisements placed on the internet, on
television or over the radio. Types of direct marketing materials include catalogs,
mailers and fliers.

5.1 Direct Marketing Benefits: Buyers
- Convenient
- Easy to use
- Private
- Access to a wealth of information
- Immediate
- Interactive

5.2 Direct Marketing Benefits: Sellers
- Building relationships

- Targeting of small groups or individuals with customized offers in a
personalized fashion

- Access to buyers that couldn’t be reached via other channels

- Low-cost, effective alternative for reaching specific markets

5.3 Customer Databases & Direct Marketing

 Databases include customer profile, purchase history, and other detailed
information

 Databases can be used to identify prospects, profile customers, and select
customers to receive offers, and to build relationships

Example: In the supermarket, when you bought products the sellers provide
member card and they will discount on the next purchase. Of course, you must
provide your personal information to them.

5.4 Forms of Direct Marketing

5.4.1 Telephone Marketing: Telephone marketing can offer several advantages
more than other forms of marketing. We can talk to the customer directly
and ask questions to evaluate their needs and answer queries and objects.

Telephone sales calls to customers at home, however, they are often seen as
an unwelcome interruption. You should consider before you use telephone
marketing. You risk alienating customers and you could damage your
company's reputation.

5.4.2 Direct-Mail Marketing: Direct marketing is a perfect opportunity to get
your company's name in the hands of customers who want to hear about
your latest products, services, and coupons.

 New trends include fax, mail, e-mail, and voice mail

5.4.3 Catalog Marketing: Catalog marketing is a sales technique used by
businesses to group many items together in a printed piece or an online

store, hoping to sell at least one item to the recipient. Consumers buy
directly from the catalog sender by phone, return envelope or online using
information in the catalog. Some catalog marketers act as intermediaries
between consumers and manufacturers, while businesses with more than a
few items create their own catalogs.

Examples include manufacturers of apparel, footwear, sporting goods,
kitchen accessories, auto parts, home furnishings, lawn and garden items,
health, beauty and food items. The manufacturer might group similar
products to allow consumers with a specific interest to quickly find what
they want, or they might spread items throughout the catalog to make
shoppers view more items, hoping to increase impulse buys. The
manufacturer processes the orders, ships the items and handles customer
service, cutting out the cost of wholesalers or distributors.

5.4.4 Direct-Response Television Marketing

 Direct-response advertising

 Infomercials

 Home shopping channels

Example: You can invite famous experts talking about your products on the
television.

5.4.5 Kiosk Marketing: Some companies place information and ordering
machines (called kiosks) in stores, airports, and other locations (in contrast
to machines which dispense products--vending machines). Business
marketers can also use kiosks (such as at trade shows). Kiosks are also
going online as companies merge real-world and virtual worlds of
commerce. The Gap interactive kiosk is a great example of this technology.

For example, a local newspaper might set up a kiosk at a grocery store to
try to sign up new subscribers. Similarly, credit card companies often set up
kiosks in airports to seek new customers for a credit card that offers
frequent-flyer miles.

 REFERENCES:
1. www.marketingchienluoc.com
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