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Trang 1 DỊCH VỤ MARKETING HIỆN ĐẠITopic 1: Services Marketing - CRMCONTENTQuestion 1 : Explain the role and significance of services in the moderneconomy.Services are intentional activit
DỊCH VỤ MARKETING HIỆN ĐẠI Topic 1: Services Marketing - CRM CONTENT Question 1: Explain the role and significance of services in the modern economy Services are intentional activities aiming to meet the specific needs of people The main characteristics of services are that they do not exist in the form of specific products (tangible) goods but it directly serves certain needs of society If goods of often take time to satisfy customers’ needs due to storage time and prolonged delivery, for services the process is faster This is due to the fact that for services, production and consumption occur simultaneously Moreover, service product results in a higher general effect of socio- economic and a more dynamic business environment The role of the service: In fact, the socio- economic effects which are brought about by servives are often much larger than ordinary goods, such as the typical invention, copyright, technical know-how, licenses, franchise and so on Benefits of a series of intellectual products that are extremely large, including educational services This often promotes the development of the knowledge economy In the process of economic development, the service sector expanded rapidly and usually attracts large number of jobs (jobs) in the U.S , the share of labor and employment in the service sector in 1994 accounted for 75% of all new jobs in America The figures coming from other developed countries such as the UK, France, Italy, Germany, Japan, Canada can be well compared to approximately U.S jobs, especially in the field of sales (including wholesalers and retailers) On the world market, according to UNCTAD, trade in services accounts for about one quarter of total international trade value now In the 1990s and early 21st century, the growth of international trade in services is usually very fast and has an average of 12-15% per year Services contributing to the production, circulation, distribution of goods and promote the development of trade in goods within the country as well as 1 internationally Indeed, the service-is the commercial bridge between the elements "input" and "output" in the process of commodity production and consumption of products How would international trade, particularly trade in goods will circulate if there were no transport services? Payment services? It is the birth and development of transportation services such as trucking, road, air, sea that have contributed to overcoming geographical obstacles, accelerated the circulation of goods, and boosted demands for sale exchanging goods from country to country, from region to other geographical areas The banking services also allow the payment process to taking place an effective way to help both the export and import achieve the purpose of trade relations The telecommunications services, information and support role for the commercial activities of the stimulus, shortening the purchasing decisions of consumers Services such as agent services, trade, retail intermediary role between producers connect with consumers; and contribute to accelerating the consumption of goods, shortening the circulation of goods, helping manufacturers to quickly recover capital investments reproduce Thus, the service has a strong influence to the commodity trade In the modern economy, the service has become an important factor in the production process because the demand for services comes from the manufacturers When they realized that in order to survive in the fierce competition in the domestic market and foreign markets, they need to bring more services to the elements in the production process to lower costs and improve service quality as science, engineering technology The growth of the service sector is the driving force for economic development, as well as have a positive impact on the social division of labor The economy is growing richer services and diversified Currently, the development of services reflects the level of economic development of each country It was found that the higher the level of economic development of a country is, the greater the proportion of the service sector in the economic structure of that nation The development of services will promote social division of labor and specialization, enabling other sectors to develop production 2 Through the sale of goods and services in the market, purchasing power, the consumption and the enjoyment of individuals and businesses will also rise which contribute to increased production, the expansion of labor markets and distribution of labor in society Question 2: a) The marketing planning process: The marketing plan is a framework for simple business strategy, or a strategy, a schedule of marketing activities, an evaluation system and the results tools and tactics helping to control marketing effectiveness A good marketing plan will transmit information to the company's employees, customers and target markets The marketing plan should emphasize the long-term goals of the company and the way to get there One of the strategic planning tools can be most effective is owned a marketing plan This plan should be brief, concise, and clearly state field operations, service object and how to attract customers To build a successful marketing plan, it will need 3 basic elements (time, energy and imagination) The marketing plan will require a lot of information, needed time to think, analyze and creative ideas, imaginative Finally, initiatives need to establish a desire to do something and the ability to turn it into reality A successful marketing plan can be fully built in just 7 Questions: Purpose What is your marketing? Where is your target market? Where are your strengths? The benefits and competitive advantage is what? Features What is your business? You will use these tactics, strategies, and tools to implement marketing activities? How much would you spend money for marketing activities? Here are seven steps to set up a perfect marketing plan: Step 1: Understand the market and competitors Step 2: Understand who your customers are Step 3: Selecting the market segment most appropriate Step 4: Develop and establish marketing messages Step 5: Identify the media for their marketing activities Step 6: Setting the marketing objectives and sales 3 Step 7: Build and budgeting to marketing plans Example: AA' Décor is a well-known company on the market activities of wooden furniture with branches Xinh Furniture The marketing strategy is to create awareness, interest and appeal to the target audience - middle class in Hanoi and Ho Chi Minh City Positioning: to reach target customer groups, two businesses focused on providing the largest source, Hanoi and Ho Chi Minh City Groups target customers who need to buy wooden furniture with high quality These customers are considered self-employed and self-purchase for the purpose of creating a home interior design for their home Marketing Objective: Maintain gross margin 32.8% per month; growth rate of approximately 15% for next year Product: The product of AA' Décor includes sofas, tables, chairs, cabinets and beds The company's marketing strategy is based on providing the diverse product selection, quality products and superior customer service The AA's product gives customers support experience, ideas, views and purposes done their interior Customers will create a unique style in your home That's the unique difference of AA's products compared to other businesses In 2004, House Beautiful launched special products as RECTA, Co Do, Glamour, Backman and Venice and is preparing to market a new product 4 Lovely, Zeni, Arabica and Bolva Price: Because the target group of customers looking for unique interiors , AA' Décor offers products at very high prices The high pricing of these products is based on the best -quality products, convenient and fit when purchasing products Promote: Make a pull strategy through advertising and promotion efforts AA' Décor has been very successful with advertising advertisements on magazines Architectural Digest - the magazine 's most targeted customers Moreover, AA four Décor quarterly distribution by mail newsletter to customers in the address list that registered customers in the store Distribution: All products are sold through supermarkets Nha Xinh Furniture Services: Focus on sales service and after-sales service including free shipping, trial and exciting shopping experience 4 b) Monitory marketing planning and services: The marketing planners need to find a way to influence potential customers and existing customers, so they need to consider measuring , monitoring the effectiveness of the marketing plan, which bring such success is very high to avoid time consuming and wastage of funds Monitoring processes need to perform the following tasks: - Planning and design of the structure before the competent implementation: continuous measurement and feedback results are two important steps in the strategic planning process Plan ahead to ensure these conditions for testing and monitoring to achieve compliance - Set up a control group to measure accurately the likelihood of success of the marketing plan by: With the development of digital media, the determination of the standard control group on all channels during planning is increasingly important Do so to ensure the relative independence between segments on every aspect, this will allow accurate calculation of planned results - Identify appropriate methods of measurement: For a complete marketing plan and need to determine the exact parameters and appropriate measurement standards, attention to outlining a system of parameters consistent with the general strategy and provide meaningful data for the implementation The parameters related to marketing activities, and the degree of impact on consumers A good system allows parameters to understand the correlation between relationship marketing campaigns to identify common goals - Defining the limits of powers: The main limitation of powers is the functional scope of the system's objectives, activities and feedback channel communicated with the outside world - Automation and use reporting tools, analysis: can use many tools to automate the process steps in monitoring and reporting These tools can be configured to monitor the selected parameters in a specific cycle and bring about the report or chart, things are consumed by a large or small customers Question 3: a) Service market segmentation: 5 Service market segmentation is a operation to identify the common characteristics of a group of customers in the market overall These characteristics can be identified by income, age, personal interests, ethnic culture, and special needs The purpose of segmentation is to divide the total market into smaller markets with common customer needs Recognizing this market segment the company: (1) creates products and services that meet the needs of the specific customer; (2) focus marketing resources more effectively Human needs are diverse To implement guidelines to customer satisfaction, we need to segment homogeneous groups of customers needs and preferences However, if you split the market as to ensure absolute uniformity of demand in each market segment, the production cost for each piece that customers will increasingly high and difficult to accept Therefore, to ensure effectiveness, the segment must ensure the following conditions: - There is a difference between the needs of different customer groups - Measuring about the size and performance of the business market segment - Enterprise can identify which market segments to serve - Customer demand in market segments have uniform size large enough profitability while providing product for this market segment - Enterprise have sufficient resources to implement marketing programs for each market segment Example: - local mobile service aimed at consumers and the narrow scope of mobile payment capability is not high - Same as selling coffee, but the bartender was put into the various additional services to attract various different market segments It's football coffee, coffee garden, student coffee, coffee artists coffee cinema b) Customer Loyalty: Loyal customers are customers who have long-term relationships, for traditional companies Many companies see the team build customer loyalty as their competitive advantage These companies are often the concept that anyone will survive in the market to do well two stages and quality management needs, tastes of customers Therefore, once this is done, you've captured a certain position in the customer's mind, 6 and it is also the important factor to help you build customer loyalty system by themselves Example: To establish regular contact with clients, milk maker Stonyfield Farm has attached the words "Let us listen to your"contacts on the bottom of the milk carton Stonyfield also in regular contact with your customers through sending newsletters to introduce new products or promotions As for New Hampshire, a company specialized in the production of yogurt, by encouraging its customers to spread the information about its products, was able to penetrate the large supermarket competitive with the giants other To gain customer loyalty company needs to perform the following basic principles: - Communication skills: Acting as extremely important; by via communication, customers will feel the emotional attitude and your/your staff for them If your customers feel their enthusiasm, they will enthusiastically with you - Customer care Services: You always ask yourself obliged to meet the needs of our customers and train your staff so that they do a good job Customers will always remember the service attitude of your perfect - Buiding loyalty of employees: Employees are invaluable sources of your company If you build the loyalty of the staff, they will feel comfortable with their work so that makes "spread" that loyalty to the client - Staff Training: Staff training and communication skills to deal with customers is a very important thing in your business strategy A good employee is likely to behave cleverly and knowing customers to make timely decisions, flexible, profitable for the long term future of your company - Find attract customers modes: You should think of ways to entice customers back to the product, its services - Identify appropriate products to customers: You need to gather information about their patrons to know what they like to buy products in our warehouse From there, you will be the basis for additional products and services in accordance with customer needs 7 - Team Building and ensure credibility: If you tell the customer that the product will be delivered to them on Wednesday, by all means try to keep their commitments Reputation is an intangible asset, but it is a measure of the quality of your business In case of any trouble or confusion that arises, do not hesitate to let customers know and to let them know you are willing to compensate them by such errors - Being dynamic and flexible: You try to highest level in resolving all customer complaints The phrase "it's our rules" will be able to make you lose many customers, a common cause leading to loss of many businesses - The presence of the competent person at the right time to settle: If customers feel as much difficulty in talking to a competent person when they are in trouble with the product/service, you will have fewer customers the opportunity to see it that much - Customer name Me: Remembering the names of regular customers, or at least can recognize their faces will be essential for your business Customers will feel more important and more in love with your company Question 6: a) Explain the role of marketing communication: Media marketing is the basic purpose of notification, persuade and remind recipients about products and brands of the company Through the message content, now inform customers about the presence of the business, the products on the market, convince them of the advantages of Vietnamese products compared to competing products, and remind they remember the product when needed There are many traditional forms of marketing communication Businesses can communicate directly, face to face, using sales team, or through telephone service center, or indirectly, using advertising, boost trade activities, electronic communication, or the items displayed at point of sale The role of marketing communications: Media marketing is an important element effectively supporting role for other marketing mix strategies The marketing strategies and tactics are another perfect build will help to reduce the communication activities 8 Through strategic marketing communications, business information for potential customers to know the advantages, uses, values and benefits of bringing products to consumers Therefore, strategic marketing communications to help businesses increase sales of existing products, creating awareness and customer favorite for new products, and build a good image of business However, businesses need to incorporate communication strategies with other elements of the marketing mix to create a synergistic effect Communication also helps enterprises to promote the brand Example: Although wearing a helmet when riding a motorbike, or protecting the environment from pollution is essential for human life, but the State must spend a lot of money for marketing communications program wide widely to make people understand and implement self b) Service promotion: Promotion is the communication activities of products and businesses themselves to convince their customers to buy products and trust Therefore, we also call this the marketing communication activities Promotion services include the following basic components: - Advertising: Here is the introduction of indirect activities and promote products to persuade customers to buy Advertising is done at the request of their business and to pay the costs of advertising for implementing the various stages in the implementation process as advertising consulting, design, implementation and advertising programs businesses can advertise through media such as radio, television, press, outdoor advertising, (Example: Advertising banking services, service tourism, ) - Public Relations: is the indirect communication activities of the enterprise in order to find favor with the public's business and products Public relations is done in various forms such as newsletters, annual reports of companies, the finance activities, charity event (Example: The funding for these activities cultural events, sports, art contests as important as "Road to Olimpia," "triumph," sponsored the pageant, Seagame, ) 9 - Propagation: This is the communication activities in order to increase the credibility, increase public sympathy for enterprises, indirectly stimulate consumer demand for their products Enterprises that fail to pay for the media, such as advertising (Example: Open to the public to visit the company, to increase understanding cozy ) - Promotion: are short -term measures, support and advertising sales incentive, stimulating the ultimate customers buy products business (Example: When the competition began to appear from the new company Vinaphone network deployment, VMS Company has implemented a policy to sell a mobile donation $7 million Means that a loss of 3.5 million) - Direct sales: is the process of direct contact between customers and sales staff to advise, recommend, persuade customers to choose and buy products Question 7: Explain the role of intermediaries in planning and managing service delivery The concept of distribution: Distribution is a collection of businesses and individuals independent and interdependent processes involved in bringing the goods from producers to consumers, they are people who perform make the products and services available to consumers or industrial users Through a network of distribution channels that can erase the differences in distance space, the time lag, the monotony of a product category as consumers demand to own the goods that Distribution direct impact to product pricing, product time-to-market, decisions sales force and advertising company Distribution is a sharp tool and the most effective to help companies implement marketing objectives in the short and long term The role of intermediary distribution: Without the intermediary distribution channel, the manufacturer must make direct contact mission with buyers to sell to them This makes the cost of production production increases In addition, prices will be higher product sales volume of goods (or units traded) small, hindering the expansion and development of the company Further coverage of the goods will be very narrow, the company's goods and no condition to be present in areas where "market" in the required time period Especially 10 it is difficult to preserve the items by using short time or the item is brought high fashion to the company without the intermediary will not survive Unlike before, it was conceived as an intermediary only cause costly and time consuming, the fact that the intermediaries in the distribution channel plays an important role in helping both sellers and buyers Through exposure relationships, experience, specialization , the intermediate producers bring many benefits They are: - Reduce distribution costs for manufacturers: If the manufacture take delivery network, they must bear a large cost due to specialization, due to the small scale In Vietnam, if the publisher take journalism fend distribution system across the country they must not bear the cost of distribution Therefore, they must distribute newspapers through the post office system spread throughout the country's Post Office and many other private agents across the country The foreign manufacturers can not bear the cost of distribution if they get themselves organized distribution network in Vietnam The company "General Motors” U.S nor the financial resources to direct sales, but through 18,000 independent agents to deliver products to consumers - Increase your reach to customers for the manufacturer: while reducing contacts for manufacturers and customers: thanks distribution network that manufacturers have access to a large customer everywhere Customers need only contact with a distributor that can buy a variety of products of different manufacturers In contrast, manufacturers need only contact with a distributor that can sell more products to customers - Share risk with the manufacturer: In case definitive purchase products with distributors, the commercial intermediary share price risk due to fluctuations manufacturers Therefore, manufacturers can quickly recover capital to reinvest in the next production cycle - Helping to meet the demand and supply: Many sellers do not know where the buyers and vice versa When there is intermediate distributors "matchmakers" help supply meet demand - Increased competitiveness for manufacturers: When using intermediaries in the distribution channel, thanks to cost savings, increased customer access, reduce risks for manufacturers to improve competitiveness his paintings If you consider the 11 benefits that intermediaries bring both sides: the manufacturer and the customer, the intermediary can see plays "sales professionals" for manufacturers and shoulders "purchasing agent" for the consumers Example: The company produces Ca Mau fertilizer used as intermediaries for distributing fertilizer dealers and pesticide all over the country for distribution to farmers 12