Pcl công cụ cho chiến lược marketing

PLC as a tool for marketing strategy
PCL CÔNG CỤ CHO CHIẾN LƯỢC MARKETING

CONTENT

Today, we’re heard a lot about marketing. The company, the business enterprise has
always trade in your marketing department. So what is marketing, marketing processes
occur, how and how to work effectively marketing to achieve the desired. After learning
process, research and learning, I would like to present and introduce about marketing the
following:

1. The Marketing concepts
- Marketing term first used in 1902 on the University of Michigan lecture in the

United States, until 1910, all universities in the United States synthesis began
teaching this course. Internationalization process of marketing has grown so fast.
Today, the business enterprise wants to achieve high economic efficiency will
need to have the understanding and application of modern marketing.
- Along with the development of marketing, Marketing concept also many different
ways by different approaches as follow function approach, system approach,
access management standpoint micro, macro. And also do not have any concept is
considered to be the only true, because the authors are their own views. Here are
some concepts that we often encounter:

o The concept of the American Marketing Association - AMA
 1960: “Marketing is the whole business operations in order to direct
the flow of goods and services that suppliers provide to the
consumer and user”.
This concept is influenced by traditional marketing ideas,
emphasizing the distribution and circulation of goods. That is an
attempt to sell the produce has not yet shown the following thoughts

can do to produce a product that can be sold.

 1985: “Marketing is a process of planning and managing the
implementation of the pricing, marketing and distribution of ideas,
goods and services aimed at generating transactions to satisfy the
objectives of individuals and organizations and social”.
Overall this is an excellent concept with the advantages: Indicate the
product being exchanged is unlimited to tangible goods but also
ideas and services; Marketing to articulate not only apply to business
activities for the purpose of profit; defined functions of Marketing is
not just sales or distribution. This concept approach standpoint
Marketing function, when it comes to the 4P Marketing is said, this
is also the approach of a number of textbooks on Marketing in
Vietnam because it offers the advantage of simplicity and
implementation guidelines high. The appropriate approach to
process management that Philip Korler Marketing launched.

o The concept of UK Chartered Institute of Marketing: “Marketing is the
process of organizing and managing all business activities from the
discovery of the real needs of consumers in a particular commodity to
produce goods and provide them to consumers the last company to ensure
profitable as expected.”
This concept refers relative demand comprehensive search, discovery and
demand assessment, determine the scale of production and distribution,
sales effectively. Institute of Marketing UK Marketing excavated to a
strategy of market research as to the expected profits.

o Concept of Philip Kotler: “Marketing is the process through which
individuals and organizations can achieve the needs and desires through
creating and exchanging products and value between the parties.”

This concept is presented in the form of philosophy, human motto. He
clearly identify the source of marketing ideas that needs and desires and

basic content marketing is the exchange of value. So, Marketing need for
everyone.
- In addition, during the development of marketing science, there are some typical
concept:
o “Marketing is the management process to identify, predict and meet
customer requirements efficiently and benefit.” (UK Chartered Institute of
Marketing).
o “Marketing is the whole system of business activities from the design,
pricing, promotion distribute the product to meet the needs of the target
market to achieve its objectives.” (Bruce J.W. William, Michel J.Etzel,
Fundamental of Marketing).
o “Marketing is a science entire operating business activities from production
to consumption, it needs based on market fluctuations in other words, the
market is taken as a guide.” (I. Ansoff, an expert on Marketing Research of
the United Nations)
o “Marketing is to establish, maintain and strengthen relationships with
customers and partners concerned to satisfy the objectives of this member.”
(Gronroos, model based on Relationship Marketing)
o “Marketing is the economic activity in which goods are transported from
producers to consumers.” (Hamilton Institute, USA)
o “Marketing is a business philosophy with its focus on the consumer and
profitability.” (General Electric Company, USA)
- Through the above concepts, ideas can draw the following main Marketing:
o Consumption meant to be taken seriously sale.
o Just sell the enterprise market should not sell what you have.
o Marketing activities towards satisfying the needs of customers better and
better. For the consumer market and what the manufacturers need to study

the market carefully and respond flexibly.

o Marketing is not a phenomenon that is a process starting from the stage of
market research, search needs to find a product to satisfy demand and then
the process is repeated.

o Marketing associated with organization and management, bringing fast
demanding scientific and technical progress in the production business.

- So, is understood as total harmonic Marketing activities, with clear purpose.
2. Market Segmentation

“Market segmentation is the process of dividing customers (overall market) of a
certain commodity market into a number of smaller groups, but differ in each
market have common characteristics and needs , desires, behavior.” Group above
market called market segmentation. “Market segment is a group of customers
have the same response to the same set of stimuli Marketing a Business.” These
same characteristics mentioned above is called the criteria for market
segmentation.

The purpose of market segmentation
- Segment of a market for products from the market place becomes

heterogeneous homogeneous pieces. Helping businesses identify customer
needs in each segment through research, analysis and market segmentation.
- On the basis that help businesses focus resources to formulate and carry out
the appropriate marketing mix activities to exploit and serve the needs of
selected market segments.
- The understanding of the target market segment will help enhance customer
satisfaction through higher market strategies of enterprises with clearer

objectives. This promotes the product design, advertising programs, more
focused ...
- Market segmentation can also help to maximize profit on a unit of
production rather than maximizing revenue because businesses do not need
at this time investment spread because only towards one or several

segments. A company with large resources can not effectively compete
with strong competitors in the market segment specialization.
Summary, the market segment will help businesses find the "gap" of markets
and efficient utilization of the advantages his competition. The combination of
satisfying customer demand increasingly higher allocation of resources to more
effectively create competitive advantage and greater profitability.
The segmentation process
There is no formal process to be used as standard for the detection of major
market segments. Please recommend a common method that companies use to
study Marketing segment. This process consists of three steps:
- Step 1. Survey period: Researchers conducted exploratory interviews and
focus groups in order to better understand the motives, attitudes and
behavior of consumers, using the results obtained, the researcher drafted a
statement form asked to collect data on:

o The nature and rank their importance
o The extent known brands and brand rankings
o The types of products used
o Attitudes toward the product category
o Data on demographic, psychological and media favorite who

answered.
Enterprises need to rely on the results of the research process, this market
survey that determines the characteristics and requirements of consumers.

- Step 2. Phase analysis: The study applied the factor analysis on the data to
eliminate the variables that are closely related. Analysis of the similarities
and differences of the consumer. Then the researchers will apply cluster
analysis to create a certain number of different market segments most.
- Step 3. Attitude determines characteristics: Now each cluster are
identified distinguishing characteristics of attitude, behavior, demography,

psychology and habits of media use. Maybe in a segment criteria or can
combine several criteria, including the criteria and sub-criteria. Each market
segment can be named based on the characteristics of the most striking
differences.
One way to discover new market segment is the study of the hierarchical nature
of the consumer base on which to choose a brand . Enterprise to track changes
in the hierarchical nature of the arrangement and consumers adjust to the
changing priorities of consumers . The hierarchical nature also shows the
customer market segment . The first buyers decide on the price of the dominant
group , who first decided on the design styling of the dominant group , who
first decided to trademark brand of dominant groups ... I have can continue and
discover who is heading the type or dominant value brand , in order to
incorporate it into other markets , ... Each song can have different
characteristics demographic , interest management and preferences for media.
3. “PLC as a tool for marketing strategy" justify.
A product like a human being, born and lost over time. Except for the basic
product ( water , basic food ... ); precious metals ( gold, silver ... ); raw materials
( raw materials ) ( coal , cotton , milk ... ) ; classic sports ( swimming,
athletics ) , ... and all other product life cycle must , especially fashion products or
perishable . Today no one comes to the carriage , the coachman his whip , the
logarithm of the size , gas lanterns ... The first manufacturer of such goods either
bankrupt or is known switch to doing something else . For example, there are now
no video products as well as DVD , but instead , the hard drive in the future ... or

maybe landline will no longer dominate the mobile phone . At the same time the
market appears more and more new merchandise that five years ago , and
absolutely no new goods contributed most to the overall profitability of the
business . This is a rule of competition , the rules relating to the concept of product
life cycle . We have the following definition : " the product's life cycle is the term

that describes the variation of mass consumption and revenue in the period at the
beginning products brought on the market until to withdraw from the market . "

The stages in the life cycle of the product
A typical life cycle of a product is represented by a curve as S-shaped and
consists of 4 stages based on the variation of revenue consumed: Introduction
(Introduction), growth (Growth ), maturity (maturity) and recession (decline).
There's also a very important stage when the product is not marketed but is very
important: the development phase of new products (Product Development).

The stages in the life cycle of the product

Through the model can be seen on the stages of the product life cycle are
almost equal, despite the fact it is not. The different stages in the life cycle of any
given public generally lasts for different periods of time. The elongation of each
stage will vary between the different products. Some products through many years
in the introduction stage, while some other products undergo only a few weeks.
However, in most cases the decline and extinction is likely to be inevitable
(Inevitable), because the demand for the product is no longer available; a better or
cheaper product than is given to satisfy the same needs; or promotion makes
opponents stronger market.

Note: Not all products also go through the stages of the cycle. Some products
may fail right at the introduction stage, a number of other products through the

stage without introduction that quickly turned growth stage and mature, there is
also the ideal product cycle coming to an end recovery period back to life and start
a new cycle.

The significance of the study of the product life cycle
Research the product life cycle has important implications in business. No

product life cycle is predetermined that the issue is important that businesses
need to analyze the expression of specific volume, sales to consumers
recognize their products are in phase any stage of the life cycle. The accurate
forecasting product life cycle is very important to be able to create impact
marketing strategies appropriate to provide benefits for businesses. These
include the following key issues:

o Strategic planning for the rational consumption of each product type.
o Determining the appropriate introduction and development of new

products based on strategic product development right.
o Option strategies: production, finance personnel, marketing to suit each

period.
o Help conduct and coordinate activities Marketing-Mix to match periods

of products.
o Make forecasts based.
o Extend the product life cycle.
4. Process of selecting the final price.
In business practice, businesses must be flexible in valuation work. Therefore, the
determination of the selling price in a process should only apply to the following cases:

- Enterprise launched new products into the market
- Enterprise products are launched in a new market, a new distribution channel
- Participate in the bidding enterprise
The process of pricing in the case of the need to follow 6 steps:

1. Identify target valuation

2. Identify the needs of the product in the target market

3. Estimated cost

4. Analysis of competitive product prices

5. Choose valuation methods

6. Choose prices

Here, we analyze the steps in the valuation process.
1. Identify target valuation

The goal of enterprise marketing role for the orientation of the tasks set out
price. Want to become a marketing tool is cost effective to serve effectively for
the marketing strategy of the target market and product positioning of the
business. Therefore, the valuation must be based on marketing objectives of the
business and product positioning strategy that enterprises have chosen.
Typically, an enterprise could pursue one of the following basic objectives:

- Maximize the current profit
- Leading market share
- Leading quality products on the market

- Ensure that exist now on the market
- The other goals
To accomplish each objective mentioned above, businesses must make
decisions different prices.
2. Identify the needs of the product in the target market
Each enterprise price fixed for the product will correspond to a certain level
of demand of the target market and therefore will have different effects to the

marketing objectives of the business. The demand curve shows the relationship
between two variables closely the price and demand. Often the relationship
between demand and price are inversely proportional relationship. But for
prestige goods, prices rose again accompanied by increased demand. For
example perfume price increase leads to increased purchasing power.
3. Estimated cost

The cost of a product unit, or a unit price of the product is important bases
of valuation. The cost of a unit of production (average cost) of fixed costs plus
variable costs.

TC = FC + VC

- TC is the cost (on average) for a product unit
- FC is the fixed cost per unit of product
- VC variable costs per unit of product.
For scientific evaluation, businesses need to know the volatility of costs
under different production levels. In principle, the average cost curve U-
shaped, ie the average cost (unit costs) will reach a minimum at a certain level
of output. On the other hand, more production, more business experience,
resulting in unit costs will decrease. As costs decrease, the conditional
businesses to reduce prices, increase market share.

4. Analysis of competitive product prices
Cost analysis, price and product competition. Unit cost is the lower of the
purchase price. Determine the market's close on price. Now businesses need to
understand the price of competing products as a basis for determining the
selling price for its product. Enterprises should also compare its cost structure
with the cost structure of the competitor to find out the strengths and
weaknesses of his. In addition, businesses also need to understand the quality
of competing products.

5. Choose valuation methods

There are many different valuation methods. Typically business
combination and consider three factors based on three valuation methods 3C
model (Cost-cost-competitive Competion, Customer-customer) to make
decisions about prices for products.

6. Choose prices

The method of determining the price on this has narrowed the price range
should last option. When deciding on the final price, businesses need to
consider adding the following additional factors:

- Psychological factors of the customer to accept price
- Effects of Marketing Variables
- Policies of business valuation
- The impact of the price to the other stakeholders
5. Explain “direct marketing" and its applicability with examples.
Direct Marketing (Direct Marketing) is the use of telephone, e-mail and other
contact tools (not the people) to communicate and attract a response from the
individual customer or potential.

Most companies rely on advertising, promotion and personal selling. They use
advertising, public relations to create awareness, interest and preference,
promotions to stimulate buying and selling personal approach to selling. Direct
Marketing is to lead to direct sales without intermediaries.
Benefits of Direct Marketing
Currently, due to the development of the means of communication, businesses
can use many ways to communicate directly with customers. Manufacturers,
retailers, service companies, through catalog sales companies, and nonprofit
organizations are using Direct Marketing (Direct Marketing)
Direct Marketing offers many benefits to consumers. Those who order via e-
mail to that e-mail purchase is fun, convenient, and not be harassed (harassment).

This approach saves time. They can choose at home through catalogs of goods and
the new way of life. They can receive gifts without leaving home. The industrial
customers also have many advantages. They may be more understanding of
products and services without spending time having salespeople.

Direct Marketing has provided benefits to the seller:
 This method can select more potential customers better.
 Messages sell personalized merchandise and customers.
 Direct Marketing to build ongoing relationships with each client.
 It is possible to potential customers at the right time and be more receptive.
 Through direct marketing can test how changes in advertising, title, price,

benefits, ...
 Competitors not see is the strategy of the company dedicated to our

customers.
 Evaluate effectiveness can be measured because of the customer response.
2. The goal of Direct Marketing

The goal of Direct Marketing want to achieve is to make potential
customers buy immediately. The success of the campaign reflected a
response rate.

In addition, Direct Marketing also has the following objectives:
 Impact on awareness and purchase intention of customers then.
 Create opportunities for salespeople.
 Send messages and pictures to emphasize the preferred company.
 Information and guidance clients to prepare for the next purchase.
3. Some kinds of direct marketing:
 Catalog Marketing Catalog: many companies use sales forms via e-mail
after they released the catalog. Contents of the Catalog may be
additional information on the characteristics of the catalog , product ,
sample collection , hotline to answer questions gifts , discounts ...

 Direct mail marketing: including letters , small ads , movies , free phone
number ...

 Marketing remotely via telephone ( telemarketing ) is an important tool
in direct marketing and is being used more and more. Customers using
the phone and call the toll-free number to place an order.

 Marketing directly on the TV , radio , newspapers and magazines .
 Direct response television marketing: have two types of contracts are

long form and short form. Long form that uses a long period of time
( Clause 30 minutes ) to describe the product in detail and form short
period of time using short advertisement ( 30 seconds or 1 minute ) to
ask the customer feedback immediately by calling the phone on the

screen or on the Website.
 Coupons artifacts ( couponing ) is a form of Puong used in print media
to get feedback from readers with cutting out coupons in exchange for
discounted cash
 Direct selling is a form of Face to Face with customers through
salespeople.
4. The determinants of the success of direct marketing:

In pure marketing system type, it is often said to 4P Marketing mix that
includes: product (Product), price (Price), distribution (Place) and promotion
(Promotion). For direct marketing, the same will have the following 6 key
factors:

 Database: The first thing to remember is the database client must be
based on " human " and not on the basis of " company " or " business ".
Data must be made on the basis of " human " because it is the object
that you " communicate " , " persuasive " , " get crush " build loyalty ...

 The Offer: As you make suggestions for potential customers . Offerings
include details about the product or service category , price , special
incentives , the benefits to consumers , ... In other words , touted as the
main content of what you threads recommendation and believe that it
meets what the customer needs , customer wants . For example , " 5 the
opportunity to tour Europe in 15 days with only $ 2,000 night "

 Creative: If the offer is to say the content of what you suggested with
customers , the innovative ( creative ) is a form of greeting customers ,
it includes presentation, images , word documents , digital printing.

 Media: If as in traditional marketing media is used mainly newspapers,

radio, TV, the direct-marketing in the media is primarily used direct
mail, phone calls, and with technology information can now also email,
and internet ...

 Implementation organization ( Organizing ): Talking about
implementation is talking about the work to be done, the conduct and
progress of computational time so that everything goes smoothly,
according to plan. Compared to traditional marketing, the direct
marketer is somewhat more favorable in controlling the content and
timing: you want to send 1 sheet or 10 sheets, wants to send early
December or late January also, etc. this is not easy ... when you want to
newspapers or TV, because of the schedule depends newspaper or
television station.

 Customer Service: Every effort, the enterprise is trying to achieve the
ultimate goal is customer consent order, spends money to purchase
goods or services of the business. If customers call at your company has
no loading machine, or answering not enthusiastic, or not enough goods
for delivery, or delivery delays, the cumbersome hassle of payment, the
effort make your direct marketing can pour river, pouring sea. All the
things mentioned in the concept of " customer service ".

References

1. Philip Kotle, “Marketing Management, Millenium Edition - Custom Edition for
University of Phoenix”. ISBN 0–536–63099-2

2. Philip Kotle (Northwestern University), Kevin Lane Keller (Dartmouth College),
Marketing Management 14th ed. ISBN 978-0-13-210292-6

3. Truonghoabinh, Vo Thi Tuyet ( CORPORATE GOVERNANCE ), “The concept,
role and development of the marketing process”, The Guardian, [Online].
Available at: /> marketing/4dbdd6c5/3b7c63f4 (Accessed: 01 Jun 2014)