Dịch vụ marketing hiện đại

DỊCH VỤ MARKETING HIỆN ĐẠI

Topic 1: Services Marketing - CRM

CONTENT

Question 1: Explain the role and significance of services in the modern
economy.

Services are intentional activities aiming to meet the specific needs of people.
The main characteristics of services are that they do not exist in the form of specific
products (tangible) goods but it directly serves certain needs of society. If goods of
often take time to satisfy customers’ needs due to storage time and prolonged delivery,
for services the process is faster. This is due to the fact that for services, production
and consumption occur simultaneously. Moreover, service product results in a higher
general effect of socio- economic and a more dynamic business environment.

The role of the service: In fact, the socio- economic effects which are brought
about by servives are often much larger than ordinary goods, such as the typical
invention, copyright, technical know-how, licenses, franchise and so on. Benefits of a
series of intellectual products that are extremely large, including educational services.
This often promotes the development of the knowledge economy.

In the process of economic development, the service sector expanded rapidly
and usually attracts large number of jobs (jobs). in the U.S. , the share of labor and
employment in the service sector in 1994 accounted for 75% of all new jobs in
America. The figures coming from other developed countries such as the UK, France,
Italy, Germany, Japan, Canada... can be well compared to approximately U.S. jobs,
especially in the field of sales (including wholesalers and retailers). On the world
market, according to UNCTAD, trade in services accounts for about one quarter of
total international trade value now. In the 1990s and early 21st century, the growth of

international trade in services is usually very fast and has an average of 12-15% per
year .

Services contributing to the production, circulation, distribution of goods and
promote the development of trade in goods within the country as well as

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internationally. Indeed, the service-is the commercial bridge between the elements
"input" and "output" in the process of commodity production and consumption of
products. How would international trade, particularly trade in goods will circulate if
there were no transport services? Payment services? It is the birth and development of
transportation services such as trucking, road, air, sea that have contributed to
overcoming geographical obstacles, accelerated the circulation of goods, and boosted
demands for sale exchanging goods from country to country, from region to other
geographical areas. The banking services also allow the payment process to taking
place an effective way to help both the export and import achieve the purpose of trade
relations. The telecommunications services, information and support role for the
commercial activities of the stimulus, shortening the purchasing decisions of
consumers. Services such as agent services, trade, retail intermediary role between
producers connect with consumers; and contribute to accelerating the consumption of
goods, shortening the circulation of goods, helping manufacturers to quickly recover
capital investments reproduce. Thus, the service has a strong influence to the
commodity trade.

In the modern economy, the service has become an important factor in the
production process because the demand for services comes from the manufacturers.
When they realized that in order to survive in the fierce competition in the domestic
market and foreign markets, they need to bring more services to the elements in the
production process to lower costs and improve service quality as science, engineering

technology.

The growth of the service sector is the driving force for economic development,
as well as have a positive impact on the social division of labor. The economy is
growing richer services and diversified. Currently, the development of services reflects
the level of economic development of each country. It was found that the higher the
level of economic development of a country is, the greater the proportion of the
service sector in the economic structure of that nation. The development of services
will promote social division of labor and specialization, enabling other sectors to
develop production.

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Through the sale of goods and services in the market, purchasing power, the
consumption and the enjoyment of individuals and businesses will also rise which
contribute to increased production, the expansion of labor markets and distribution of
labor in society.

Question 2:
a) The marketing planning process:
The marketing plan is a framework for simple business strategy, or a strategy, a
schedule of marketing activities, an evaluation system and the results tools and tactics
helping to control marketing effectiveness. A good marketing plan will transmit
information to the company's employees, customers and target markets. The marketing
plan should emphasize the long-term goals of the company and the way to get there.
One of the strategic planning tools can be most effective is owned a marketing
plan. This plan should be brief, concise, and clearly state field operations, service
object and how to attract customers. To build a successful marketing plan, it will need
3 basic elements (time, energy and imagination). The marketing plan will require a lot
of information, needed time to think, analyze and creative ideas, imaginative. Finally,

initiatives need to establish a desire to do something and the ability to turn it into
reality.
A successful marketing plan can be fully built in just 7 Questions: Purpose
What is your marketing? Where is your target market? Where are your strengths? The
benefits and competitive advantage is what? Features What is your business? You will
use these tactics, strategies, and tools to implement marketing activities? How much
would you spend money for marketing activities?
Here are seven steps to set up a perfect marketing plan:
Step 1: Understand the market and competitors.
Step 2: Understand who your customers are.
Step 3: Selecting the market segment most appropriate.
Step 4: Develop and establish marketing messages.
Step 5: Identify the media for their marketing activities.
Step 6: Setting the marketing objectives and sales.

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Step 7: Build and budgeting to marketing plans.
Example: AA' Décor is a well-known company on the market activities of
wooden furniture with branches Xinh Furniture. The marketing strategy is to create
awareness, interest and appeal to the target audience - middle class in Hanoi and Ho
Chi Minh City.
Positioning: to reach target customer groups, two businesses focused on
providing the largest source, Hanoi and Ho Chi Minh City. Groups target customers
who need to buy wooden furniture with high quality. These customers are considered
self-employed and self-purchase for the purpose of creating a home interior design for
their home.
Marketing Objective: Maintain gross margin 32.8% per month; growth rate of
approximately 15% for next year.
Product: The product of AA' Décor includes sofas, tables, chairs, cabinets and

beds. The company's marketing strategy is based on providing the diverse product
selection, quality products and superior customer service. The AA's product gives
customers support experience, ideas, views and purposes done their interior.
Customers will create a unique style in your home. That's the unique difference of
AA's products compared to other businesses. In 2004, House Beautiful launched
special products as RECTA, Co Do, Glamour, Backman and Venice and is preparing
to market a new product 4 Lovely, Zeni, Arabica and Bolva.
Price: Because the target group of customers looking for unique interiors , AA'
Décor offers products at very high prices. The high pricing of these products is based
on the best -quality products, convenient and fit when purchasing products.
Promote: Make a pull strategy through advertising and promotion efforts. AA'
Décor has been very successful with advertising advertisements on magazines
Architectural Digest - the magazine 's most targeted customers. Moreover, AA four
Décor quarterly distribution by mail newsletter to customers in the address list that
registered customers in the store .
Distribution: All products are sold through supermarkets Nha Xinh Furniture.
Services: Focus on sales service and after-sales service including free shipping,
trial and exciting shopping experience.

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b) Monitory marketing planning and services:
The marketing planners need to find a way to influence potential customers and
existing customers, so they need to consider measuring , monitoring the effectiveness
of the marketing plan, which bring such success is very high to avoid time consuming
and wastage of funds. Monitoring processes need to perform the following tasks:
- Planning and design of the structure before the competent implementation:
continuous measurement and feedback results are two important steps in the strategic
planning process. Plan ahead to ensure these conditions for testing and monitoring to
achieve compliance.

- Set up a control group to measure accurately the likelihood of success of the
marketing plan by: With the development of digital media, the determination of the
standard control group on all channels during planning is increasingly important. Do
so to ensure the relative independence between segments on every aspect, this will
allow accurate calculation of planned results.
- Identify appropriate methods of measurement: For a complete marketing plan
and need to determine the exact parameters and appropriate measurement standards,
attention to outlining a system of parameters consistent with the general strategy and
provide meaningful data for the implementation. The parameters related to marketing
activities, and the degree of impact on consumers. A good system allows parameters to
understand the correlation between relationship marketing campaigns to identify
common goals.
- Defining the limits of powers: The main limitation of powers is the functional
scope of the system's objectives, activities and feedback channel communicated with
the outside world.
- Automation and use reporting tools, analysis: can use many tools to automate
the process steps in monitoring and reporting. These tools can be configured to
monitor the selected parameters in a specific cycle and bring about the report or chart,
things are consumed by a large or small customers.

Question 3:
a) Service market segmentation:

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Service market segmentation is a operation to identify the common
characteristics of a group of customers in the market overall. These characteristics can
be identified by income, age, personal interests, ethnic culture, and special needs. The
purpose of segmentation is to divide the total market into smaller markets with
common customer needs. Recognizing this market segment the company: (1) creates

products and services that meet the needs of the specific customer; (2) focus marketing
resources more effectively.

Human needs are diverse. To implement guidelines to customer satisfaction, we
need to segment homogeneous groups of customers needs and preferences. However,
if you split the market as to ensure absolute uniformity of demand in each market
segment, the production cost for each piece that customers will increasingly high and
difficult to accept. Therefore, to ensure effectiveness, the segment must ensure the
following conditions:

- There is a difference between the needs of different customer groups.
- Measuring about the size and performance of the business market segment.
- Enterprise can identify which market segments to serve.
- Customer demand in market segments have uniform size large enough
profitability while providing product for this market segment.
- Enterprise have sufficient resources to implement marketing programs for
each market segment.
Example: - local mobile service aimed at consumers and the narrow scope of
mobile payment capability is not high .
- Same as selling coffee, but the bartender was put into the various additional
services to attract various different market segments. It's football coffee, coffee
garden, student coffee, coffee artists coffee cinema ...
b) Customer Loyalty:
Loyal customers are customers who have long-term relationships, for traditional
companies. Many companies see the team build customer loyalty as their competitive
advantage. These companies are often the concept that anyone will survive in the
market to do well two stages and quality management needs, tastes of customers.
Therefore, once this is done, you've captured a certain position in the customer's mind,

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and it is also the important factor to help you build customer loyalty system by
themselves.

Example: To establish regular contact with clients, milk maker Stonyfield Farm
has attached the words "Let us listen to your"contacts on the bottom of the milk carton.
Stonyfield also in regular contact with your customers through sending newsletters to
introduce new products or promotions. As for New Hampshire, a company specialized
in the production of yogurt, by encouraging its customers to spread the information
about its products, was able to penetrate the large supermarket competitive with the
giants other.

To gain customer loyalty company needs to perform the following basic
principles:

- Communication skills: Acting as extremely important; by via communication,
customers will feel the emotional attitude and your/your staff for them. If your
customers feel their enthusiasm, they will enthusiastically with you.

- Customer care Services: You always ask yourself obliged to meet the needs of
our customers and train your staff so that they do a good job. Customers will always
remember the service attitude of your perfect.

- Buiding loyalty of employees: Employees are invaluable sources of your
company. If you build the loyalty of the staff, they will feel comfortable with their
work so that makes "spread" that loyalty to the client.

- Staff Training: Staff training and communication skills to deal with customers
is a very important thing in your business strategy. A good employee is likely to
behave cleverly and knowing customers to make timely decisions, flexible, profitable

for the long term future of your company.

- Find attract customers modes: You should think of ways to entice customers
back to the product, its services.

- Identify appropriate products to customers: You need to gather information
about their patrons to know what they like to buy products in our warehouse. From
there, you will be the basis for additional products and services in accordance with
customer needs.

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- Team Building and ensure credibility: If you tell the customer that the product
will be delivered to them on Wednesday, by all means try to keep their commitments.
Reputation is an intangible asset, but it is a measure of the quality of your business. In
case of any trouble or confusion that arises, do not hesitate to let customers know and
to let them know you are willing to compensate them by such errors.

- Being dynamic and flexible: You try to highest level in resolving all customer
complaints. The phrase "it's our rules" will be able to make you lose many customers,
a common cause leading to loss of many businesses.

- The presence of the competent person at the right time to settle: If customers
feel as much difficulty in talking to a competent person when they are in trouble with
the product/service, you will have fewer customers the opportunity to see it that much.

- Customer name Me: Remembering the names of regular customers, or at least
can recognize their faces will be essential for your business. Customers will feel more
important and more in love with your company.

Question 6:
a) Explain the role of marketing communication:
Media marketing is the basic purpose of notification, persuade and remind
recipients about products and brands of the company. Through the message content,
now inform customers about the presence of the business, the products on the market,
convince them of the advantages of Vietnamese products compared to competing
products, and remind they remember the product when needed.
There are many traditional forms of marketing communication. Businesses can
communicate directly, face to face, using sales team, or through telephone service
center, or indirectly, using advertising, boost trade activities, electronic
communication, or the items displayed at point of sale.
The role of marketing communications: Media marketing is an important
element effectively supporting role for other marketing mix strategies. The marketing
strategies and tactics are another perfect build will help to reduce the communication
activities.

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Through strategic marketing communications, business information for
potential customers to know the advantages, uses, values and benefits of bringing
products to consumers. Therefore, strategic marketing communications to help
businesses increase sales of existing products, creating awareness and customer
favorite for new products, and build a good image of business. However, businesses
need to incorporate communication strategies with other elements of the marketing
mix to create a synergistic effect. Communication also helps enterprises to promote the
brand.

Example: Although wearing a helmet when riding a motorbike, or protecting
the environment from pollution is essential for human life, but the State must spend a
lot of money for marketing communications program wide widely to make people

understand and implement self ...

b) Service promotion:
Promotion is the communication activities of products and businesses
themselves to convince their customers to buy products and trust. Therefore, we also
call this the marketing communication activities. Promotion services include the
following basic components:
- Advertising: Here is the introduction of indirect activities and promote
products to persuade customers to buy. Advertising is done at the request of their
business and to pay the costs of advertising for implementing the various stages in the
implementation process as advertising consulting, design, implementation and
advertising programs... businesses can advertise through media such as radio,
television, press, outdoor advertising,... (Example: Advertising banking services,
service tourism, ...).
- Public Relations: is the indirect communication activities of the enterprise in
order to find favor with the public's business and products. Public relations is done in
various forms such as newsletters, annual reports of companies, the finance activities,
charity event... (Example: The funding for these activities cultural events, sports, art
contests as important as "Road to Olimpia," "triumph," sponsored the pageant,
Seagame,...).

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- Propagation: This is the communication activities in order to increase the
credibility, increase public sympathy for enterprises, indirectly stimulate consumer
demand for their products. Enterprises that fail to pay for the media, such as
advertising. (Example: Open to the public to visit the company, to increase
understanding cozy...).

- Promotion: are short -term measures, support and advertising sales incentive,

stimulating the ultimate customers buy products business. (Example: When the
competition began to appear from the new company Vinaphone network deployment,
VMS Company has implemented a policy to sell a mobile donation $7 million. Means
that a loss of 3.5 million) .

- Direct sales: is the process of direct contact between customers and sales staff
to advise, recommend, persuade customers to choose and buy products.

Question 7: Explain the role of intermediaries in planning and managing
service delivery.

The concept of distribution: Distribution is a collection of businesses and
individuals independent and interdependent processes involved in bringing the goods
from producers to consumers, they are people who perform make the products and
services available to consumers or industrial users. Through a network of distribution
channels that can erase the differences in distance space, the time lag, the monotony of
a product category as consumers demand to own the goods that.

Distribution direct impact to product pricing, product time-to-market, decisions
sales force and advertising company. Distribution is a sharp tool and the most effective
to help companies implement marketing objectives in the short and long term.

The role of intermediary distribution:
Without the intermediary distribution channel, the manufacturer must make
direct contact mission with buyers to sell to them. This makes the cost of production
production increases. In addition, prices will be higher product sales volume of goods
(or units traded) small, hindering the expansion and development of the company.
Further coverage of the goods will be very narrow, the company's goods and no
condition to be present in areas where "market" in the required time period. Especially

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it is difficult to preserve the items by using short time or the item is brought high
fashion to the company without the intermediary will not survive.

Unlike 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:

- Reduce distribution costs for manufacturers: If the manufacture take delivery
network, they must bear a large cost due to specialization, due to the small scale. In
Vietnam, if the publisher take journalism fend distribution system across the country
they must not bear the cost of distribution. Therefore, they must distribute newspapers
through the post office system spread throughout 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, but
through 18,000 independent agents to deliver products to consumers.

- Increase your reach to customers for the manufacturer: while reducing
contacts for manufacturers and customers: thanks distribution network that
manufacturers have access to a large customer everywhere. Customers need only
contact with a distributor that can buy a variety of products of different manufacturers.
In contrast, manufacturers need only contact with a distributor that can sell more
products to customers.

- Share risk with the manufacturer: In case definitive purchase products with
distributors, the commercial intermediary share price risk due to fluctuations
manufacturers. Therefore, manufacturers can quickly recover capital to reinvest in the

next production cycle.

- Helping to meet the demand and supply: Many sellers do not know where the
buyers and vice versa. When there is intermediate distributors "matchmakers" help
supply meet demand.

- Increased competitiveness for manufacturers: When using intermediaries in
the distribution channel, thanks to cost savings, increased customer access, reduce
risks for manufacturers to improve competitiveness his paintings. If you consider the

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benefits that intermediaries bring both sides: the manufacturer and the customer, the
intermediary can see plays "sales professionals" for manufacturers and shoulders
"purchasing agent" for the consumers.

Example: The company produces Ca Mau fertilizer used as intermediaries for
distributing fertilizer dealers and pesticide all over the country for distribution to
farmers.

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