Ý nghĩ và vài trò của dịch vụ trong nền kinh tế hiện đại

Ý nghĩ và vài trò của Dịch vụ trong nền kinh tế hiện đại

. Write a detailed note on CRM programmers.

CONTENT

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

In the modern economy, there are 3 main areas of economic activity, including:
(i) The basic area is extraction and production of raw materials, like corn-wheat-rice,
coal, wood and iron. (ii) The second area is converting raw or intermediate materials
into goods, such as steel used to manufacture automobiles, or cotton fibers to make
clothes. (iii) The third area is provision of services to consumers and businesses. The
role of services in the product is increasingly focused.

According to Professor Philip Kotler: "Service is any activity or benefit that this
can all be provided to all the other , which provides objects necessarily have to be
invisible and not result in a material ownership at all , while the production services
may or may not be associated with a product material "

In fact, the service is a product of the kind of society in order to meet a huge
array of needs in human life, it includes all the support that customers expect
consistent with price prestige, in addition to the product itself create added value to
the product or service.

The role of services in modern economies are important expressed as: (i)
Services help enterprises increase your sales , gain more profit. (ii) 2. Services affect
to trade goods within the country as well as internationally. (iii) 2. Services create
value-added products. For example, The smart phones had main function that is to
hear and speak. Manufacturers also provide other services like connection internet,
view map, take a picture , etc. This functions has created value for the product. (iv)

Growth of the service 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. Development services to promote social

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division of labor and specialization , enabling other sectors to develop production

Summary, In the trend of globalization vibrant present , services play an

increasingly large role in the economy in developing countries , especially in new

sectors such as telecommunications , electronics ( careers have high

technological content ) . The role of services in the developing countries remain low,

but are increasing rapidly follow the general trend of the world economy . . Services

to such an important role , should be more interested in developing in the right

direction.

2. Answer the following:

(a) The marketing planning process.

Every company, product, and service needs a marketing plan to succeed. No
matter the industry or merchandise, the guiding principles and strategies of every
successful marketing plan remain the same. This plan is the overall company road

map for selecting a particular target market and then satisfying consumers in that
segment. Developing and managing a marketing plan is the foundation of a solid
business plan and can be achieved through a process of four basic steps.

Step 1. Objective and Goal Setting

Like a project timeline, you have to have an end date before you can determine
when to start. This is your chance to think big and picture those profits or media
recognition at the end of your telescope. What is it that you want to achieve in one,
three, five years? How does your marketing plan fit into the overall business mission
statement of the company? Who is your primary target audience? Is there a profit
margin you want to reach?

While the marketing planning process should be limited to the marketing arm
of the company, it doesn’t hurt to harness the experience of key stakeholders in the
organization. Bring a few people in from multiple levels of the company to help with
this vision. Upper management may have more overarching ideas, but they may not
have the knowledge of the day-to-day organizational structure that mid-level
managers and coordinators have.

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Many organizations are utilizing the S.M.A.R.T. (specific, measurable,
attainable, realistic and time-specific) format to identify their achievable goals. After
gathering these S.M.A.R.T. goals, use and compare these with the greater vision you
have for the marketing plan to shape your final plan. Need more goal setting
direction?

Step 2. Assessing Your Current Situation

Before you set out to gain, you must first identify what you already have. It can
be more useful – and economical – to use or restructure a current environment than to
bring in outside talent. Gather your team and use the S.W.O.T. (strengths,
weaknesses, opportunities, threats) analysis to assess your team’s current status. This
will help you consider whether the marketing objective is attainable. Conducting
market research, analysis, and segmentation will come useful for you.

This is also the step where you evaluate risks along with opportunities.
External factors such as the political climate, competitors, state of the economy, and
technology also influence marketing opportunities.

Step 3. Writing the Plan and Strategy

The strategies you and the company stakeholders choose must be directed
toward establishing marketing strategies that are affordable and flexible. The famous
four P’s come into play here: Product, Place, Price, and Promotion.

As mentioned before, selecting your target market is one of the first major
points of your plan, as it will dictate your entire marketing strategy. After selecting
your target market, the plan must identify effective ways to use the marketing mix
tools of product, promotion, price and distribution to reach and influence prospective
buyers.

A standard Table of Contents for a thorough marketing plan should include: (i)
Executive Summary. (ii) Marketing Objectives. (iii) Internal SWOT Analysis. (iv)
External factors. (v) Current Marketing Performance. (vi) Marketing Strategies for:
Target Markets and Marketing Mix. (vii) Implementation. (viii) Marketing
organization and allocation of responsibilities. (ix) Evaluation and Monitoring

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Protocol.

Your plan should also include a section on forecasting your results. Identify the
expected volume of sales to flow from each marketing effort, the cost of goods sold
attached to that sales volume, the budget, and any other financial figure that you
expect to achieve as a result of accomplishing your plan.

Step 4. Implementing and Managing Your Plan

Now that you have your plan, it’s time to put it into action! The steps that
you’ve outlined (or thoroughly defined) serve as the guide for a series of actionable
items needed to move the organization toward the objectives that you set during the
first step of this process. At every step of the marketing planning, marketing managers
should use evaluation periods and feedback to assess if the current strategies are
meeting goals and expectations. Remember to stay flexible – the opportunities and
risks you established in your S.W.O.T. analysis may not coincide with expected
results. Changes such as consumer demand, channel diversification, competitive
responses, and supply costs changes might affect outcomes and should be factored
into the management of the plan.

(b) Monitory marketing planning and services

In order to do a marketing planning well, there are some advice that is
necessary to do some things, such as:

- Implement marketing plans: (i) Activities from the marketing plan are
prioritised and resources obtained for their implementation. (ii) Those involved in the
marketing effort are briefed on their roles and responsibilities to ensure the success of
the marketing strategy. (iii) Specific marketing plans are implemented in accordance

with the organisation's overall marketing strategy and business plan. (iv) Staff are
trained (where required) to participate effectively in the implementation of aspects of
the organisation's marketing strategy and marketing plans.

- Monitor and review marketing performance: (i) Progress against performance
targets in the marketing plan is monitored to determine whether the organisation is
achieving its marketing strategy. (ii) Marketing outcomes and performance are

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recorded to enable comparisons with planned marketing objectives. (iii) Variations on
predicted results are analysed and recorded. (iv) Reports on progress against
marketing plans are prepared and distributed to appropriate personnel.

- Evaluate and review marketing plan: (i) Marketing plan is evaluated against
organisation strategy and direction. (ii) Staff are encouraged to propose ways of
improving marketing performance. (iii) Customer reaction to all aspects of the
marketing is obtained to improve targeting and identify opportunities for
improvement. (iv) The marketing plan is adjusted in light of performance and
customer feedback.

3. Answer the following:

(a) Service market segmentation.

Market segmentation is the process of identifying and analyzing subgroups of
buyers in a product-market with similar response characteristics (Cravens & Piercy,
2006, page 97).

They are demographic, income, geographic and psychographics segmentation.

Here are some reasons that we must do market segmentation:

• We can not satisfy everyone in a market: every market is specialised by some
features regarded to income, needs, or interests,…

• It creates the largest potential market: the larger market is expanded, the more
complicated we will get. The market segmentation can help company control
its capacity to supply its goods and services well.

• lowest costs: because the market is divided into many segements, the
marketing cost will be reduced considerably.

• lower prices: the price that a marketing planning aim to can be low or high
price. But many companies usually choose the low price. Because the lower
price is, the more profit company will get.

• higher margins: every segment will help a company get the high revenue;
especially, if a company specilizes in producing the competitive product and
monopoly, it will get considerable profit.

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There are many levels of market segmentation, such as:
• Segment marketing: large identifiable group within a market, with similar
wants, purchasing power, geographical location, buying attitudes, or buying
habits.
• Niche marketing: more narrowly defined group, typically a small market whose
needs are not being well served.
• Local marketing: the needs and wants of local customer groups (trading areas,
neighborhoods, even individual stores).

• Individual Marketing: one-to-one marketing.

There are many patterns of market segmentation, such as:
• Homogeneous preferences: all consumers have the same preference.
• Diffused preferences: consumer preferences may be scattered throughout the
space.
• Clustered preferences: The market might reveal distinct preference clusters.

For implementing market sedgementation for a product/ service, there are some steps
we can do:

• Survey: research on the customer’s motivations, attitudes, and behaviors :
+ Geographic: nations, states, regions, counties, cities, or neighborhoods
+ Demographic: age, income, generation, social class
+ Psychographic: Lifestyle, Personality, Values
+ Behavioral: Occasions, User status, Usage rate, Loyalty status, Buyer-
readiness stage
+ Analysis: analyze the collected data to create different clusters.
+ Profiling: Each cluster is profiled in terms of its distinguishing attitudes,
behavior, demographics, psychographics, and media patterns, then each
segment is given a name based on its dominant characteristic.

(b) Customer loyalty

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According to Philip Kotler: customer satisfaction is defined as the status of the
consumer who want to buy the products which need their maximal benefits and the
products must provide higher benefits than what they expected. (Courtesy of
Marketing Management, P.Kotler, 2003).

• These are some repeat customer’s behaviors:

+ Offer good ratings, reviews… regarding a products, services.
+ Offering favorable word of mouth publicity regarding a product, telling
friends and family, and adding them to the number of loyal customers.
For satisfying the customers’ wants, the entrepreneurs can do some following basic
steps, these are:
1st step: Check the level/scale of customer satisfaction
This method helps entrepreneurs check the level of customer satisfaction by
questionnaires, vote, customers’ suggestion, sales revenue .
2nd step: Find/Discover the causes/reasons
A unsatisfied customer usually falls into the three following factors :
+ Product : Customers complain about quality, designs, packagings, categories,
product’s price, warranty policy , after sales services, etc. ..
+ Price : high price or low price , affordable (đủ chi trả) or not for their income.
+ Convenience : the way of delivery , payment , transaction location , time and
flexibility .
+ People : Many customers often complain about the attitude and skills of
individual employees .
* 3rd step: Solve the problems to analyze of customers loyalty
4. Explain the role of intermediaries in planning and managing service delivery.
Intermediaries, also known as 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

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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
in selling a product. Thus, while they do not own the product directly, they take
possession of the product in the distribution process. They make their profits 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. Thus, 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

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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.

5. Write a detailed note on 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.

CRM collects the informations from all sources to build the full of information of
a customer. It serves for researching customer’s demands and habits. It helps the
relationship between the customer and provider better and more effective. The
providers can get goals easier.

With CRM, the customer’s informations are updated and stored in database. We
can analysis, setup a list of potential customers or loyalty customers for 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 solution include 5 factors: (i) Internal Managing and operating. (ii) Sale
Organizing and managing. (iii) Sales services. (iv) Managing of marketing activities.
(v) Reports and statistics.

The Functions of CRM programmer: (i)Transacting: CRM permits us to transact
email each other in CRM network; Also transacting email with outside network by

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POP3 accounts. (ii) Analyzing: CRM permits the company to build and analysis
information for managing and inspecting its works. (iii) Planning: CRM helps to
arrange working schedules for individual or group include daily, weekly, monthly
schedule. This function helps to manage individual working effectively. (iv)
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. In
addition, CRM has other functions as: Managing of contact, Saving and updating,
Supporting projects, Discussing, Managing contract, Administrating.

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REFERENCES
1. /> 147-toi-da-tung-nghi-crm-la-mot-phan-mem (Accessed 08 May 2014)
2. /> intermediaries/functions-of-intermediaries/ (Accessed 12 May 2014)
3. http:// www.udemy.com
4. (Accessed 15
April 2014).
5. Linh, Nguyen “Dấu ấn của văn hóa dân tộc trong văn hóa quản trị doanh
nghiệp”. Available at: (Accessed 15
April 2014).

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