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Explain the role of intermediaries in planning and managing service delivery.. Explain the role of intermediaries in planning and managing service delivery;5.. The marketing planning pro
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 Page 1/19 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 Page 2/19 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 Page 3/19 Demographic Segmentation Age Gender Income Lifecycle (According http://www.learnmarketing.net) + 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 Page 4/19 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.) Page 5/19 + 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 Page 6/19 - 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 Page 7/19 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 Page 8/19 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 Page 9/19 -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 Page 10/19 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: Page 11/19 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 Page 12/19 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 Page 13/19 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 http://quantri.vn/dict/details/9590-vai-tro-cua-trung-gian-trong-kenh-phan-phoi Source: Dr.NguyễnThượngThái(Quantri.vn editor and codified) Page 14/19 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 Page 15/19 - 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 Page 16/19 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 Page 17/19 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 REFERENCES : Page 18/19 -http://www.learnmarketingnet -http://www.marketingchienluoc.com -http://homebusiness.about.com/od/homebusinessglossar1/g/marketing-plan.htm -http://www.tapchicrm.com/index.php/tu-van-crm/tu-van-blog-huu-ich-suu-tam/147- toi-da-tung-nghi-crm-la-mot-phan-mem (Accessed 08 May 2014) http://www.wisegeek.com/what-is-customer-loyalty.htm -https://www.boundless.com/marketing/marketing-channels/channel-intermediaries/ functions-of-intermediaries/ (Accessed 12 May 2014) Page 19/19