Chuyên đề về dịch vụ marketing crm

Chuyên đề về Dịch vụ Marketing CRM

Topic: SERVICES MARKETING - CRM
1. Answer the following:

a) The marketing planning process.
b) Monitory marketing planning and services.
2. Answer the following:
a) Service market segmentation.
b) Customer loyalty.
3. Answer the following:
a) Explain the role of marketing communication.
b) Service promotion.
4. Explain the role of intermediaries in planning and managing service delivery.
5. Write a detailed note on CRM programmers.

CONTENT

I. INTRODUCTION.
In our life, we use many services every day. Services are appeared by many

forms. They almost respond people’sdemand .For examples : new products , personal
chattels , equipment for family , watching TV, talking on the telephone, catching a
bus, seeing the doctor, posting a letter, getting a haircut, refueling a motor, surfing
the internet.etc. are all of service consumption at the individual level.

However, the customers are not often happy with the quality and value of the
services. 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 complain grumble
aboutthe difficulty, disappointed, dissatisfysuch 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 everywhere they go.

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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!

After learning the marketing management, I decide to search the topic “Services
marketing – CRM” for understading this subject clearer. My assigmentfocus
fivecontents:

1. The marketing planning process, monitory marketing planning and services;
2. Service market segmentation, Customer loyalty;
3. Explain the role of marketing communication, Service promotion;
4. Explain the role of intermediaries in planning and managing service delivery;
5. Write a detailed note on CRM programmers.

II. BODY.

II. 1. The marketing planning process, monitory marketing planning and services.
a.The marketing planning process.

To set the stage for developing a marketing plan, we start 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 by clarifying the purpose and focus of your plan;
After that, you get to analyzing the current situation and environment, identifying
target customers:group or individual ,similar place or income , What’s age?
customer's purchase histories (kind of products, services.) , How often use ?, etc.

Then you must establish marketing objectives and goals, conducting research to
deepen your understanding of your target customers, determiner a desired positioning
for the offer, and designing a strategic marketing mix (4Ps);

And then you develop evaluation, budget, and implementation plans.

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Some conceptually the process more easily with these broader headings: Why are
you doing that ?Where do you want to go?Where are you today? How are you going
to get there? How will you keep on track?

-Marketing Strategy (Following step above).
-Marketing Strategy Budget. ( How many percent of total Revenue)
-Marketing Planning:

. 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 .
- Step by Step Controlling .
b) Monitory marketing planning and services.
-It must be a Simple Marketing Planning (keeping the Target for Right)
- It is put down in writing.
- It is Direct and Clear (For easy understanding)
- Check and Control it usually.
II.2.Service market segmentation, Customer loyalty:
a) Service market segmentation.
An organisation 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 behaviour. There are some segmentation variables that allow an
organisation 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

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Demographic Segmentation

Age Gender Income Lifecycle

(According )

+ Demographic Segmentation

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 organisations develop specific

products aimed at particular age groups for example toys for children, nappies for

babies, clothes for teenagers or women .etc.. Gender segmentation is commonly

used within the cosmetics, clothing and magazine industry. All Bar One within the

UK have developed their bars to attract the female audience, taking opportunity of

the rise in the number of women who enjoy ‘social drinking’. 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 which 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 organisations. 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 maximise turnover.

+ Geographic Segmentation

Geographic descriptors ranging from location of small group of customers to the

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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 characteristics and behaviours 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 organisation working on a global scale you may divide by global regions such as

Europe, North America, South America, Asia and Africa. Mcdonalds 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.

+ Psychographics Segmentation
Although demographic segmentation is useful, marketers can use alternative
segmentation variables which 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.)

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+ 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.
After acquisition of the desirable customers, the next is to build relationships and
get 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 organisation. This
loyalty has to be sustained by continuously providing superior quality and value.

II. 3.Explain the role of marketing communication, Service promotion
a) The role of marketing communication:

The role of marketing communication is very important in business stategy ,
because :

- To get for customers who know about company’s product as : how to

make it? How to quality ?or product style .ETC. and then we make belive in
customer so that attract customer come to company . When customers belive
that they will buy and use company‘s product . The end , company will
have revenue and farm for sefl activity.

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- Another marketing communication will get customers who know about
company’s policy as : warranty for product , Customer care service .
- There are six factors of Marketing communication : Nature of product ,
product life cycle , target market character istics ,push or pull strategy and
funds available .
Marketing communication tools included 4 promotion main:

Advertising, Sales Promotion, Personal Selling, Public
Relations.Performanceofpromotiontoolsvary bymarket.

Advertisingisone ofthe most importanttoolsofpromotionactivities. Advertisingto
transferconvincinginformationtothetarget customersof the company. Purpose of
Advertising is to attractthe attention of customers, convince them ofthe benefits, the
attractiveness of the product changes or rein force attitudes and confidence of
consumers about the company's products,increased desire for their shopping and go
to the shopping action

Sales Promotionin order tostimulate the market faster and stronger response to
products and services of the company. There are various promotiona ltools(samples,
gifts, generalpackage...) to achieve different on the , productand competitive
conditions

Personal Sellingis face to face communication of sales person with potential

clientsto present, introduce and sell products. Selling Personal creating attention to
each client and convey more informationt in.Giua sellers and buyers have aflexible
interaction, adapting to the specific requirements of the customer and can lead to
purchase behavior hang .Day are things that can notduoc.Nhan advertising salesman
can persuade and resolve customerinquiries. Additionally, Personalsellingcan
establish and develop sales relationships.However,in practice, tothe final consumer,
Personal Sellingh as abad image. This activity is to be dishonest, and use a variety of
techniques to pushthe openingline

Public Relationsisatool increasing lyconsidered importantin marketing
activities, sometimes strong effect, high efficiency but less expensive than
advertising. Public Relations company has many purposes, including enhancing the

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propagation of corporatere putation, createagood corporate image and proper
business interest in the development of local

b) Service promotion.
From a service provider can easily replicate, promotion becomes important to
distinguish a service provider in the consumer's mind. Service providers provide the
same service as airlines or banks and insurance companies to invest heavily in
advertising their services. This is very important in attracting customers in segments
providers offer services almost identical.

Promotion is one of 4 Ps : Product , place , promotion , price.

Service promotion make to speed up selling or find opportunity to supply service

Four steps to Service promotion :

- Marketing information ( time of made and appeared on market …) ,

- To build marketing planning ,
- Marketing organization , as : events , advert on TV , magazine .etc.
- Control result of marketing .

II.4. Explain the role of intermediaries in planning and managing service delivery.
*Intermediaries, as you known 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 intermediares 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.

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

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in selling a product. So, while they do not own the product directly, they take
possession of the product in the distribution process. They make theirbenifits 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. So, 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 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.
Distribution function and the role of commercial intermediaries

a. Function

-Market researchaimed athelpingtoestablishthe necessary informationdistribution
strategy.
-Promotionpromotionfortheproductstheysell, drafting anddisseminatinginformation
about thegoods.

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-Negotiate: satisfyingthedivision of responsibilitiesand rightsinthe channel. An
agreementon priceandotherconditions ofdistribution.
- Reachshoppers, and salesinformation: Enterprises mustfindanddetermine whoisthe
purchaseratthedifferent stagesofthe distribution channel. Theyneed to informtheir
customersabout the product, the qualitycharacteristicsof the product, price
andaddressfor delivery, sales and eventuallythey getorders fromcustomers.

b. Role

-Distributionstrategyplays animportant
roleinmarketingactivitiessolvetransportproducts to consumers.
-Reasonable distributionstrategy, convenient forbuyers, will contributeto themooth
flow ofproduct, the product easilyand quicklytothe buyers.
-Businesswillsell moreproducts, increase competitiveness, contributingto dominate
the marketfor the product.

- Good distribution strategy will be an important tool for product penetration into
new markets . If distribution strategy is irrational process will not circulate smoothly ,
more expensive cost , the results are not as high or missed sales opportunities .
The intermediary commercial distribution directly increased the efficiency of the
scheme exposed through 5-1 ; commercial intermediaries has contributed to cost
savings and reduced time-to product / service to the consumers .
As the diagram above shows the goods straight from the manufacturer to the
consumer , should a manufacturer be exposed to a lot of consumers and vice versa
consumers are exposed to a variety of manufacturers to buy all the necessary goods ,
so some will be more distribution channels.

When usingan intermediaryinthe distributionwillreduce thenumber of
channelsformanufacturersorconsumersjustasintermediariestosatisfydemand.

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The role ofintermediarydistribution
Producers transfer part of the intermediate consumption for the distribution of
various reasons such as finance, saving timeandcosts...The tran sferal so means
giving up some control for such products are sold to who mand how. However,the
sale of its products through intermediaries giving manufacturers many advantages.
-Many producers do not have sufficient financial resourcesto distribute their
products directly to the end consumer in the end,because the distribution of direct
investment requiresa lot of money and manpower.
-When using the intermediate distribution, sales volume will increase due to ensure
the wide spread distribution and put the product to the target market quickly.

-The direct marketing may require more manufacturers became intermediaries sell

complementary product so fother manufacturers to achieve savings throughmass

distribution. Even when producersare eligible to set up their own distribution

channels, but are capable of achieving more profitby raising more capital investment

into their core business, they still choose distributing products through

intermediaries. Through interactions, specialization,experience andscale of

operations, distribution intermediaries will benefit producers rather than the

producers themselve sundertake the distribution of their own products.

- The emergence of intermediaries reduce transactions in exchange -wide review on

society .

In view of the economic system , the fundamental role of intermediate variable

distribution of different sources of supply in the fact that these types of products

buyers want to buy . The reason for this difference is because producers often create

a certain category of products in large quantities , while consumers usually desire

only a certain number of products with categories is rich .

Not like before , it was conceived as an intermediary only cause costly and time

consuming , the fact that the intermediaries in the distribution channel plays an

important role in helping both sellers and buyers . Through exposure relationships ,

experience , specialization ... , the intermediate producers bring many benefits . They

are:

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1 ) Reduce distribution costs for manufacturers
If the manufacturer shall take delivery network , they must bear a large cost due to
specialization , due to the small scale . In Vietnam, if the publisher took journalism
fend distribution system across the country they must not bear the cost of distribution

. Therefore , they must be distributed through the media system post offices spread
across the country 's Post Office and many other private agents across the country .
The foreign manufacturers can not bear the cost of distribution if they get themselves
organized distribution network in Vietnam . The company " General Motors ' U.S.
nor the financial resources to direct sales , which have 18 .000 through independent
agents to deliver products to consumers .
Using intermediate distributors, manufacturers focus resources on major stages in the
value chain of the product .

Figure 1 :intermediary distribution marketing

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Manufacturer A Customer A
Manufacturer B Customer B
Manufacturer C Customer C

All of 9 contact clues

Manufacturer A Intermediary Customer A
Manufacturer B Customer B

Manufacturer C Customer C

All of 6 contact clues

The distribution intermediary of marketing

2)Increase your reach to
customersformanufacturerswhilereducingcontactsformanufacturersandcustomers.

Thanks to thedistribution networkthatthemanufacturercan reachtonumerous
customerseverywhere.Customersneedonlycontact witha distributorthatcan buya
variety of productsofdifferentmanufacturers. In contrast,
manufacturersneedonlycontact witha
distributorthatcansellmoreproductstocustomers(see Figure1.).
3)Sharing riskwiththe manufacturer
In thecase ofdefinitive purchaseproductswith distributors,
thecommercialintermediarysharedriskduetopricefluctuationsmanufacturers.

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Therefore, manufacturerscanquicklyrecover capitaltoreinvest inthe nextproduction
cycle.

4) Helpingtomeetthe demand and supply
Manysellersdo notknowwherethe buyersandvice versa.
Whenthereisintermediatedistributors"matchmakers" helpsupplymeetdemand.

5) Increasecompetitivenessformanufacturers
Whenusingintermediariesinthe distribution channel, thanks tocost savings,
increasedcustomeraccess, reduce risks
formanufacturerstoimprovetheircompetitiveness.
If youconsider thebenefits thatintermediariesbringboth sides: the manufacturerand the
customer, theintermediarycan seeplays"sales professionals" for manufacturers and
shoulders"purchasing agent" fortheconsumption.

The operation of intermediary distribution for manufacturers and buyers:

The selling expert for Manufacturers The agency on buying goods for
- Providing information on market Consumers

- Predicting the demand of customers

- Mastering the desire of customers - Dividing the parcel of goods
- Promoting for products according to the demand of customers
- Negotiating with customers - Delivering goods for customers
- Providing finance for customers - Providing finance for customers
- Sharing risks - Ensuring products for customers
- Sharing risk with customers

/>Source: Dr.NguyễnThượngThái(Quantri.vn editor and codified)

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II.5. 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

throught/by consolidatingthe satisfaction, support and loyalty of the customers.

CMR collects information from all data sources in order to have a comprehensive

information on customers. This helps investigate the demand and habits of

customers, approach and comminicate with customers effectivelly and systematically

in order to serve them better.

With CRM, the customer’s informations are updated and stored in database.

We can analysis, setup a list of potential customers or loyalty customersfor suitable

cstomer care strategies through a data finder. In addition, corporation can solve

relative problem rapidly and effectively.

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 aslo 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 software can help a business automation and managemen to business

chains, especially customer managementand sales opportunities. With a C RM

software, businesses can quicklyset upasystem ofdealing with customers using the

system to manage and navigate the marketing, sales, service and customer support

oriented strategy of the company.

CRM solution include 5 factors:

- Internal Managing and operating

- Sale Organizing and managing

- Sales services

- Managing of marketing activities

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- 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 anystaff’proccess

*Administrator
- Establishing database, set up CRM
- Establishing system structure, set up system parameters

- Establishing groups, users

*Staff
- Importing information
- Planning daily
- Seting up and following sale chances
- Mailing
- Quoting
- Orderring
- Contracting

The Functions of CRM programmer
Transacting: CRM is operatedas 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 resposible 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? With subject? Who is responsible? Many CRM solutions had
available forms, schemes for business reports now.
Planning: CRM helps to arrange working schedules for individual or group include
daily, weekly, monthly schedule. This function helps to manage individual working

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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 loyatly customer; and priority serveing customer; etc.
Managing of contact: CRM permits us to manage and follow the phonecalls in
company. It helps us to plan business phonecalls 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 resposibility. Many
customers complainted 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 helpsquite to give up sending attachingdocumnents 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 inviroment which 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 permitsus to manage list of contracts. It can manage
attach files of contract under PDF files.
Administrating: CRM permits an administrator to establish role and position of
salepersons, customer relationship staff. The administrator can control and bring into
play the rloe of the staff from that. With differentiation of functions and high

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diversity of solutions, CRM helps the staffs to approach/reach system that suitable
with their position. This helps to avoid overlaping, irrespponsibility, etc;it aslo makes
convenient in management.

III. CONCLUSION
In summary, marketing management is one of the most important steps in the

production and business process of a company. Marketing management aims at
broadcasting information on product manufacture, information on products or
services to consumers and vice versa; manufacturers also have to master what
consumers’ demand and desire about their products and services are as well as how
their demand and desire about products and services of the company are; since then,
companies can offer suitable business targets and strategies, especially enhance the
effectiveness of marketing. In society, each country, each area or each group of
consumers have different demand of using services and products due to customs,
habits, culture, age, gender, daily practice, etc. These are also matters which
marketing management needs to pay attention to in case of establishing marketing
management strategies and plans. In addition, manufacturers need to establish and
use effectively intermediary distributors in order to save distribution expenses and
sell/provide a lot of products/services as much as possible, shorten the duration of
providing products and services to customers as well as share business risk with
intermediary distributors. On the other hand, through intermediary distributors,
manufacturers can get information on the demand of goods/services of customers in
order to timely adjust the business plans and strategies suitably as well as take care of
customerss well and create the belief for faithful customers. Nowadays, in society,
with the development of science and technology, manufacturers also take advantage
of those conditions such as computer (CRM programe ), media...in order to broadcast
products/services, enhance the effectiveness of marketing management as well as the
business strategies of the unit.

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REFERENCES :

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-rnmarketingnet
-
- />- />toi-da-tung-nghi-crm-la-mot-phan-mem (Accessed 08 May 2014)
/>- />functions-of-intermediaries/ (Accessed 12 May 2014)

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