thảo luận tiếng anh VCU đề MARKETING ACTIVITIES WITH the development of NEW PRODUCTS

MARKETING ACTIVITIES WITH the development of NEW PRODUCTS
Policies for marketing a new product after product projects are passed, enterprises
need to write strategies for new products. Marketing is important in the success of
product development strategies new. Strategy marketing new products by enterprises,
constitute the key parts of the following:
• Description of target market, expected product positioning, sales volume, market
share and profits in the early years of selling.
• The distribution and goods and forecast costs for the marketing year.
• The goal of future consumption, sales, profitability, safety, social and humanities.
What is marketing the mixture (Marketing Mix)?
Gather four main variables (product, price, distribution and sales support) to plan the
marketing of the business is called mixed marketing (marketing mix). Four elements of
marketing mix effects tương their decision on this factor will affect the activities of the
three remaining factors.
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• Products (Product): Management of factors including product planning and developing
the right products / services that the company will bring to the market.
• Price (Pricing) to the proper base for the products.
• sales promotion (Promotion): Introduction and convinced the market for products of
the enterprise.
• Distribution (Placement): selection and management of commercial channels for the
product makes up the target market on time and system development logistic and
transport products.
Policy products
* / Quality control of:
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Policy product is the foundation of marketing policies mixture, which is determined
based on the business plan a larger scale for new product marketing strategy and
overall for all products are of the business. When reviewing the policy products,
businesses need to concern the following:
* / Brand development and product packaging:

The market research and customers can not only answer the question what customers
need, how much need, need the time and paid their stars, but they require that level of
quality how quality can satisfy them most. However, the required quality of customers
is not limited, to decide how to adapt the company to study how the quality of
competing products instead. Thereby determining the requirements for quality and
design-oriented quality management in the process of manufacturing the product.
• Must function of the benefits of the product
• Must contain functions that map to locate
The choice brand for products important to ensure successful development of new
products. The selected brands to ensure the minimum requirements below:
• Must refers to the quality of
• brand name should be easy to pronounce and remember
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• Do not overlap or not similar to trademarks of other companies
• Contract with the customs and habits of the target market.
* / The selected product packaging:
The elements of a good receiver:
Packaging products to ensure the performance and also four functions: storage and
sale of goods, information goods, aesthetic, makes the attractiveness of the product
with customers and business functions.
• Proposed open something on the characteristics of products such as benefits, the
value of using the product.
• Easy to pronunciation, spelling and easy to remember.
• to distinguish the label customers.
• adapting to new products to be added to the product lines available in the business.
• Use rules to register the label with authorities. (Fundamentals of Marketing - McGraw-
Hills)
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The marketing note what factors to consider when deciding on packaging and
packaging products?

Packaging of the need to protect the function, economy, convenience and support
sales. Select packaging products is necessary for identifying, describing and promoting
the product. Therefore, these aspects should be mentioned when developing policies to
product can be used to meet the needs of target customers.
Pricing
Today, price is not competitive factors leading but still are regarded as competitive
factors important in attracting customers, especially in markets where income of the
population is low. In developing new products businesses have pricing appropriate to
make products stand firmly seats on the market.
In pricing for new products, companies can pursue the objectives of the following:
• For existing (higher cost than the cost)
• To maximize profits ahead
• To increase market share
• To quickly recover capital
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• To lead on quality
• The other goal: a business can be used to price for a target more specific. Business
can be set low prices to prevent competition or pricing in the price of competitors to
maintain market stability. Price can be decided at keeping prestige as well as supporting
the establishment or to avoid the intervention of the government.
However, businesses can not rely on the owner's wish to evaluate. You need to comply
with the binding constraints. Please refer
Pricing and market penetration (Penetration)
When determining a price for products, especially new products, enterprises should
review the applicable pricing hot market (skimming) or cost market penetration
(penetration pricing).
* / Pricing Policy váng hot market (Market-Skimming Pricing): market related to the
higher cost compared to market prices. This policy is especially relevant to new
products because:
• In the first phase of the life cycle of a product, price is not the most important factors;

• Market will be assigned according to income through higher prices;
• It may be a factor when protecting a price determined wrong;
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• initial high price will limit demand at the initial production of the business.
* / Pricing Policy penetrated market: In this strategy, a low rate initial product will have
a large market share immediately. However, to apply this policy, should have the
following conditions:
• Products have to stretch a large extent;
• Unit price of the product will be reduced significantly when the product is produced by
large scale;
Discount and commission
• Business need is expected that products will be subject to strong now as it appears on
the market;
* / Discount:
• Quantity Discount: All orders may reduce production costs and transport goods.
• Discount Trading
• Discount payment
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* / Of roses: it is reducing the cost to reimburse the promotional services that agents
performed.
Distribution product
Content of policy distribution in marketing new products are designed and managed
sales networks in early stage businesses each product on the market.
Network sales is a set of channels with the participation of different entities have the
power and prestige to make various goods from producers to customers is to design
and cong.Viec manage the sales channel to a business must ensure the basic
requirements below:
• Appropriate to the nature of the product.
• Creating conditions for customers to access and buy products easily.
• Review distribution channels of competitors.

• The distribution channels need to ensure increased sales of the company and
establish a sustainable relationship with intermediaries.
What is an agent of the manufacturer?
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This is a wholesale intermediaries selling some or all product lines of business in the
territories before. An agent's production is very useful in three situations below:
• A small business with some type of product and no sales force. Thus, agents are
sure of the sale.
• A business would like to add a brand-new or may not be related to the product's
availability. But a team of sales of the business has not experienced for new
products or for the new market. Distribute this new product can give the agent is
responsible.
• a business want to penetrate a new market but the sales team they have not
developed enough to be sure of. Businesses can use an agent familiar with the array
market.
There are three main distribution channels:
• Distribution privileges:
• Limit the number of distribution intermediaries
• The intermediary's sales are not competitors;
• Enterprise customers hope there is enough knowledge and dynamic products
to buy;
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• Strengthening impressive product, and high interest
• Select a location to sell the product.
* / Distribution have selected:
the method in which the number of producers more than the number of
distributors and producers do not cost much expense to control the location of
sales.
* / Distribution widely:
enterprises will find many places selling facilitate customer search product but

will lose the ability to control systems sales.
Policy traditions and promoting sales when a new product is introduced on the
market, the goal of policy communications and sales promotion are:
• inform potential customers that now have a new product, new products are
used and how the benefits of new products.
• You need to be directly aimed at strengthening both the distribution and
consumption.
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• Instead of a call or meet with individual customers, businesses can introduce
new products at the fair to attract the customers interested.
Methods of sales promotion?
* / Direct Sales:
Advantages:
• Độ great flexibility.
• In order to directly target customers.
• Create sales practice
* / Advertising:
Difficulties: the high costs
Advantages:
• Support sales activities directly tiepo attract customers that sales staff have not
been able to market
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• Improve relationships with vendors penetration into a market (geographic) or
attract new segments a new market
• Introduce new products
• Expand the ability to use a product
• Increase sales industry
• Against the product replacement
• Build good will by the public for business
• / Sales Support:

Consider the following two policies:
• Policy "drag": This policy is used when the goal of business is sales growth and
requires penetrating into a new market. To encourage customers to try new
products and persuade them not to use other products, enterprises can use
measures such as coupon, discount payment, try to play, and all kinds of
bonuses.
• Policy "Day": This policy has contributed to support retail activities and
opportunities of agents. Activities in support of this policy may be training for
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sales staff of retail agents, present the point of sale, and advertising support.
* / Brochures:
Advantages:
• lower costs and sell ads directly
• Customers can get more information
• offers clients a content ad reliable than advertising on the local news media
thongo attracted the attention of more people
• more timely
* / Foreign relations:
• Press
• televisional
These activities are organized to develop an image or a relationship between
good business and the public - customers, workers, agencies and local
governments. The media can be used in advertising campaigns:
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• Direct Mail
• radio
• Magazine
• Outdoor Advertising
The role of team selling
They often lower the value of professional sales and does not properly understand

the Vendor. This is the wrong point. The role of vendors is very large. Besides, the
vendors who make direct sales, they also transmit the image and the face of the
business. Along with the development of information technology terminology auto
sales (sales force automation) sales activities via the Internet, telephone, and
electronic transactions are the other questions with the enterprise: we will also need
to have sales staff or more? The answer is Yes. Before you understand the proper
role of the sale, put questions to yourself "sales force to do?" And "why some
manufacturers such as FPT, VDC constantly training and careful selection sales force
while other consumer goods do not do so? "or" Is the time of sale also is to provide
solutions to customers or not? "Explaining the answers, need to distinguish the
three types of sales (sales transactions, sales consulting and sales relations strategy)
that here in the application of business small and I would like to present two forms
of early first.
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First sales of the transaction (transactional sales), the form of sales for the
consumer goods are popular as toothbrush, soap, pen, books These are goods
that consumers have less discrimination and does not require assistance from
vendors, the role of vendors is particularly important anymore. What consumers
need is a competitive price and convenience in shopping. So the key points is to
build a network of distribution and lower cost of production due to the memory card
size. For goods sold by this method, the manufacturer can save costs through
application of information technology or other technologies. Products business fell
into form this sale is the most dangerous, because the profit on each product on the
less, competition increasing. Solutions for these products will be mentioned in other
categories.
Second, sales consultant (consultative sales) is a form of selling products associated
with consulting services. For example: sell the equipment information, products and
high technology products is not easy to use and install. Vendor products in this
method should help customers understand the problems their problems,
opportunities may be, find creative solutions for our customers. Sales force

consulting work best when their products: different products by competitors,
product or service can be adapted or customized at the request of customers, the
professional carry and install the required support from the suppliers.
In addition to specified products and services your business is under way to
determine the functions and duties of the sales team, companies should also know
that there is always one trend from sales consultant to sales transactions. There are
many causes of which are mainly awareness of products increasing by consumers.
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Therefore, the business forms sales consultants always improving your sales team to
create a special value for customers. One of the services are trends move from sales
consultant to sales transactions such as in Vietnam service website design. Will not
shortly, the most successful are the combination of website design with building a
strategic e-commerce customers.
The other P
In human factors, employees and customers are directly involved in the process
of delivery. Because the core of a service the customer, so, from how to dress by
employees, attitudes, behavior to how the services are to customers. Conversely,
customers also affect the process of providing services, affecting service quality and
satisfy their own. For example, customers of a company consultants have provided
enough information accurate and timely, this helps the service provider can provide
solutions for our customers. Customers of a central health care if you follow the
instructions of the prescription the doctor will give physicians more information to
improve the quality of their services.
Physical evidence, including the representatives as tangible brochure, envelope,
business cards, the report, identify signs, equipment, and infrastructure. For
example, a bank with the infrastructure and a modern system of branches
throughout will create trust and basis for customers using the service. Some service
providers to move quickly to make international customers believe in the ability to
provide services by using the means of modern transport system agents throughout
and staff with style professional service. Obviously, when customers do not have

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much information about the quality of service, they will be based on the factors of
physical evidence to evaluate the ability of service providers.
A company with physical evidence specific to the advantage over other companies in
the industry. Thereby, the company also transmit the message and commitment to
their customers: "With the system infrastructure is available, we believe in the ability
to provide best services to our customers."
Process services are also the basis of evaluation by customers of the suppliers of
services. Some of the services are complex, require customers to monitor and adjust
ongoing services to be completed. Consulting business is a typical example.
Customers and businesses together contribute to the implementation services
provided. We need to distinguish two types of processes in basic services, such as
process service standard and process services to personalize. In two of the above,
no process is optimal because clients are assessed and feel the quality of services
provided. For example, the two airlines are successful is Singapore Airlines
(Singapore) and Southwest Airlines (USA) performed two procedures provide
services entirely different. Southwest Airlines implemented process is not'2 '(without
food on the flight, not the number of seats in), exists as an airline bargains provide
domestic flights with no short route depart regularly . Process serving in Southwest
Airlines and the standard for all customers using the service by the airline this price.
Conversely, Singapore Airlines focus on serving the customer and the business
process services by employers focused on personalized to meet specific needs of
each customer. Due process provides services to employers' and individuals'
maximum, the staff is trained to meet all requirements of the service to customers.
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In summary, three additional components of the marketing mix (people, physical
evidence and process) exists in strategic marketing services as the individual, but
they also contribute to the success of the services in general. Most important, they
make affect the decision to use the service by customers, as well as the satisfaction
of customers for services provided.

The importance of marketing mix
Markeing-Mix is a strategic combination of elements mainly Marketing of a
reasonably effective to achieve high business based on the market that target
companies to choose after the conduct of the market segment schools and research
customers.
It is a mixed a wise one of the factors the foundation of Marketing to create a
strategy most effective, practical and unique compared to competitors earned the
advantage in the market .
By John Mc Cathy, the major components of marketing are:
• Products (Product)
• Price (price)
• Distribution (Place-Distribution)
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• Shareholder marketing (Promotion).
This strategy is also known as strategic "4P", it becomes familiar and famous in the
world.
Marketing - Mix is seen as the manifestation of specific flexibility of the business
before the regular fluctuations of the market to target in time to cope with all
situations that may occur. Marketing-Mix always associated with a target market
constraints.
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