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Therole of services in the product is increasingly focused.According to Professor Philip Kotler: "Service is any activity or benefit that thiscan all be provided to all the other , which
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 1 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 2 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 3 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 4 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 5 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 6 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 7 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 8 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 9 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 10 11 REFERENCES 1 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) 2 https://www.boundless.com/marketing/marketing-channels/channel- intermediaries/functions-of-intermediaries/ (Accessed 12 May 2014) 3 http:// www.udemy.com 4 http://www.vietinbank.vn/web/home/vn/research/09/090521.html (Accessed 15 April 2014) 5 Linh, Nguyen “Dấu ấn của văn hóa dân tộc trong văn hóa quản trị doanh nghiệp” Available at:http://www.satra.hochiminhcity.gov.vn (Accessed 15 April 2014) 12