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Bài tập về DỊch vụ Markeing – Services Marketing CRM I INTRODUCTION Marketing is the identification of what the people and society need If a product made fails to meet the demand for use and purchase, it cannot be sold and the company will get no profit from such product If so, the production cannot make profit Therefore, the shortest definition of marketing is the identification of profitable needs American Marketing Association (AMA) gave the definition as below: "Marketing is the mission of organizational structure and a set of process in order to create, exchange and transmit the values to customers and to control the relationship with customers by different ways aiming to bring the benefits to organization and members in Board of Shareholders" Marketing can be seen as the process in which the individual or group can get what they want through the training, devotion and free exchange of values of products as well as services (MM - Kotler) According to definition for managers, marketing is considered as “an art of selling”, but it is quite surprised that the most important factor of marketing is not actually the selling Peter Drucker, the leading management theorist supposed: "The purposes of marketing are how to know and understand the customer well, and how to make products or services suitable with them the most, and it can sell itself Ideally, marketing should be the result of willingness to shopping From that, the formation of products or services becomes necessary to create them" Over the period of learning and research on marketing process, I would like to focus on analyzing some contents as follows: II.BODY 1 Answer the following: (a)The marketing planning process: In the business operation of an organization, the marketing always plays a very important role Marketing is the bridge between the buyer and seller- which helps Page | 1 salespeople understand practical needs of purchaser aiming to meet their needs in an optimal way Based on objectives proposed by the company, the managers will develop an appropriate marketing planning program by their marketing operations If a company meets customers’ needs, then it can make profit Making a marketing plan includes the following steps: Determination of objectives The marketing objectives are determined by business objectives Determining business objectives helps us draw the orientation and planning for marketing operations aiming to obtain the proposed objectives Determining objectives helps the planner know which target markets they will deploy and how much revenue and how many market shares they need to reach From that, they can calculate how much budget and how many resources the company needs to have Analysis of market After determining the objectives, the company needs to conduct the research and analysis of market in order to capture the micro as well as macro factors affecting the business of a company Also, the company can know the operating structure of the market and stakeholders participating in the value chain, they can know what is the need and expectation of customer, who are its competitors and what can help them to stand in the market stably In addition to buyer and seller, the company should know what its objects are From the information above, the Company needs to analyze to know what its opportunities and advantages are, what its threats and disadvantages are, and what its strengths and weaknesses against its competitors are Market segment From the analytical results of situation and understanding of the market, the Company will consider how to look at the market, or how to divide the market appropriately The market segment makes the Company realize the opportunities that its enemies have not realized Page | 2 The selection of target market helps the company focus on its limited capital resources in order to serve customers in the most appropriate way, and to serve clients that the strengths of company are also what they need the most Strategic planning From the analytical result of market situation and the understanding of customer’s demand and strengths as well as weaknesses of the competitors and the market trend in the future, the Company needs, at this time, to have strategic planning of marketing for every market The marketing strategy will point out how the Company will compete to get success, and what the Company needs to do and what the Company should avoid When inferior finishes the plan and submit to the managers, the manager will choose the best plan (b) Monitory marketing planning and services: The tasks of Marketing Department are to make plan, implement and supervise the marketing operations Supervision of marketing plan can be divided into four categories: Supervision of yearly plan, supervision of profitability, supervision of performance and supervision of strategy Supervision of yearly plan is to supervise the implementation process and results based on the yearly plan (through the financial analysis, consumption, market share, revenue to cost ratio, and the confidence of customer) It is to identify the reasons of failure of getting objectives and to make necessary adjustment aiming to finish the proposed plan Supervision of profitability includes the efforts to determine real profitability of different products, regions and distribution channels by profit and loss account (revenue, cost of good sold, other costs, net profit), cost evaluation (total cost including the salary, rent and cost of accessories) under the functional marketing operations and cost allocated to functional marketing operations in accordance with distribution channel, and to determine corrective measures to enhance the profitability To supervise the performance of salespeople, advertisement, distribution and discount, the Company can detect what issues it needs to strengthen and improve the cost efficiency of these marketing operations Page | 3 2 Answer the following: (a) Service market segmentation: The Company realizes that they cannot attract the whole of purchaser in the market, or at least they cannot have the same way to attract the entire buyers The buyer is very huge in term of quantity, geography and needs, and their ways of purchase are diverse as well For company, the ability to meet the market needs is also different because they are different in capacity and profession Thus, instead of spreading the capacity to serve the whole of needs in the market, every company needs to determine a part of market which they are able to have the best service and profit Most of present enterprises left the general market strategy behind, and they started to follow the selected market If so, there will have market segments which they serve only for withdrawal or perfunctorily service, and there will have market segments they make determination and efforts on service Therefore, it can be said that the objectives of market segmentation aims at determining which market segment the Company can compete and which one the Company cannot compete The market segmentation is: The market segmentation is the process of determining the objectives, and the individual groups are similar The market can be divided by different ways: subject to the products or services benefits, price sensitivity, the geographic segment, demographics segment, psychographics segment and lifestyle The successful segmentation depends on the understanding of what the consumers need, how to make the consumers have different use, and how to let the consumers decide on products - The customers are classified by market segment is based on the motivation (purchase and choice of goods supply resources (products, services, ideas and so on) - The customers are classified by the groups based on needs & wants and behaviors) Page | 4 - The customers are classified by the decisive factors (purchase of goods and selection of products or services supply resources) (b) Customer loyalty: Customer loyalty is the trend of attitude and behaviors which are more useful for a brand than other people, whether due to the satisfaction with products or services, convenience and performance, or simply the familiarity and comfort with the brand The customer loyalty encourages the consumers to go shopping more regularly and attracts the customers to the familiar brands when they face competitive environment To have loyal customers, the Company needs to implement the basic issues as follows: *Building up the confidence: The confidence is the key factor The enterprise must make the customers believe in its products and services The confidence will create the opportunities for long-term business with the customers *Improving the trust: The Company will be trusted by customers if it does exactly what it said The company should not let the customers have confusion or doubt about something *Being responsible: You must always create the best conditions so that the customers can approach the information they need at any time such as the delivery schedule or cargo tracking The Company must train its staffs about how to deal with and handle the complaints reasonably *Showing sympathy: The Company should pay attention to the customer’s feeling It needs to know how to listen to customers and capture what they needs and how to establish close relationships with them *Recruiting good staffs The Company should select the employees who have regular and direct contact with customers on basis of good working attitude and positive attitude as well as Page | 5 friendliness with everyone Then, the Company should teach them about required skills step by step *Always training staffs: The Company should learn about what fields its staffs wish to learn more and it should look for the most appropriate training resources The best way is that the Company should direct them to necessary skills for the success and development of the Company *Making staffs feel that they belong to the Company: You should remember that the staffs are the internal customers, and it is very important to get their loyalty You should always encourage them to participate in development strategies of the company or the campaign on quality improvement, and let them to take part in making decisions Also, you should treat them as the real boss of the Company *Creating all favorable conditions to support the customers: You should always learn about the possible difficulties that the customers can encounter in order to have timely support for customers You should always try to simplify all things for customers 3 Writing a detailed note on pricing strategies for services An enterprise can use a series of pricing strategies when selling a product or service The price can be set to maximize the profit for every selling unit or general market It can be used to protect the existing market from new one in order to increase the market share in a market or to enter into a new market A Company can get benefit from reduction or appreciation subject to the demand and behaviors of customers and customers in a certain market Searching for true pricing strategy is a crucial factor in running a successful company The pricing strategy mentions the methods which the Company uses to evaluate the price for a product or service Most companies, whether big or small, subject to the price of products or services for production, labor and advertising cost and then add a certain ratio so that they can make profit There are different pricing strategies, i.e Page | 6 penetration pricing, price skimming, discount pricing, product life cycle pricing and even competitive base pricing a.Penetration pricing A small Company using the penetration pricing often imposes a lower rate on its products or services with the hope to develop the market share, which is the percentage of sales that the company has in the market compared to total revenue The main goal of penetration pricing is to attract more customers at low cost and then use different marketing strategies to keep them For instance, a small internet software provider can set a low rate for its products and then send email to customers with additional software product every month A small company will work hard to serve the customers in order to build up the loyalty to that brand b Price skimming Another type of pricing strategy is price skimming, in which the Company will impose a high price in order to recover the manufacturing cost of products and advertisement quickly The main goal of the price skimming is to gain profit fast According to the article “pricing strategy” at NetMBA.com, The companies often use the price skimming when they lack financial resources in order to make products in term of quantity Instead, the Company will apply quick cash growth to sponsor the additional production and advertisement c Product life cycle pricing All products have the lifespan called life cycle of product A product will gradually progress through various stages in the cycle: introduction, growth, maturity and decline In the growth stage, when the sales are booming, the small companies often keep higher price For example, if the products of the company are exclusive, or they have better quality then competitive products, the customers may pay higher price A company with high product price in the growth stage can have new technology with high demand d Competitive base pricing: A small can company reduces its price to meet the price of its competitors A competitive base pricing strategy can be used when there is a little difference among Page | 7 products in an industry For instance, when a person buys a paper or Styrofoam cup for a picnic, he often buys at the lowest cost when there is minimal different product Therefore, a small paper company may needs to set their price lower e Temporary discount pricing The small companies can use the temporary discount pricing to increase the sales The temporary price strategy includes the coupons, cents-off sales, seasonal discounts and even purchase of quantity For example, a small clothing manufacturer can offer discount after the holidays in order to reduce the inventory A discount quantity can include “a buy-four get one free promotion” 4 Answer the following: a.Explain the role of marketing communication The marketing communication is traditionally called advertising factors of four letters P of marketing (product, place, price and promotion) -The main objectives of marketing communication are to get a quantity which affects the behaviors by informing, convincing and reminding The marketing communication acquires new customers for brands by raising the awareness and encouraging the trial It also maintains the existing customers of the brand by strengthening the purchase behavior through providing additional information on benefits of the brand -The second goal of the marketing communication is to develop and enhance the relationship with customers, potential customers, retailers, and other important stakeholders The successful marketing communication is based on the combination of options called the advertising mix These options include advertisement, public relations, promotions, personal selling Internet also becomes a powerful tool to gain the certain important clients The role of every element in a marketing communication is partly based on whether the Company uses the push-pull strategy A pull strategy depends too much on needs of consumers than personal selling for products which move from the manufacturers to the end-user The needs are created by the advertisement, public Page | 8 relation, and promotion of “pull” selling or services via distribution channels On the other hand, the push strategy emphasizes the personal selling to promote the products through these channels *Factors of marketing communication In order to have successful marketing communication, we must perform in other three fields of marketing mix: the products, services or ideas; the price that the brands will be provided; and the places or the customers can buy the brand through that place The best promotion cannot surpass the low quality products, high cost or insufficient retail distribution Similarly, the successful marketing communication depends on the management decisions related to the cooperation of different factors of advertising mix, which is called integrated marketing communication This opinion finds ways to arrange the use of all forms of advertising mix in order to approach the customers at different levels in new and better ways *Advertisement: Advertisement is one of the most important tools of promotional activities The advertisement transmits persuasive information to target customers of the Company The advertising work requires needs a lot of creations The advertisement is an effective mean of support for competitions The purpose of advertisement is to attract the attention of customers, to persuade the, about the benefits and attractiveness of products aiming to change or strengthen the attitude and confidence of consumers, and increase the desire for shopping and then the consumers will go shopping The advertisement is based on the principle of A.I.D.A, which are 4 initial letters of words A - Attention I - Interest D - Desire A - Action *Public relations: Page | 9 Public Relations – PR plays an important function in marketing operations of the company Its mission is to manage the image of company That is the bridge between the organization and the community, or the customer, or investor in the entire operation and development strategy of the unit The primary basis of PR is closely associated with the mass media It will provide information and construct two-dimensional information creating the public understanding and support towards the company The public relation of company has many purposes, including good communication and proper business concerning the local development; sponsor for musical shows, sports, and scholarship for university students, construction of gratitude and care of heroic mothers and so on *Promotion Promotion is the direct encouragement which provides more preference in order to improve or take the products to the consumers The promotion can be oriented to the consumer or trade The consumer’s promotion consists of coupons, sample, insurance cost, lottery, price package (package with larger quantity or lower cost than normal), financial transaction at low cost, and discount by buying at the place where the trial product is made, and encouragement of repurchase The consumer’s promotion also includes the visit of retail or request on additional information *Personal selling Personal selling is the face to face conservation between the salespeople and potential customers in order to introduce and sell products Personal selling creates the attention of customers and transmits the information There is a flexible interaction between the buyer and seller, which adapt to the individual requirements of customers as the result of purchase action These are tasks that the advertisement cannot do The salespeople can persuade and resolve the customer’s problems In addition, personal selling can establish and develop selling relationships b.Service promotion The promotion mix in marketing is the general combination of the following operations: Advertisement, discount, order or personal selling and propaganda The Page | 10 whole of promotion mentioned above must be cooperated to get the maximum effect of communication on consumers The performance of promotion tools will change by the market In the consumer market, the advertisement is considered as the most important tool In the industrial market, the most important position belongs to order and personal selling The promotion mix is greatly affected by the selection of push-pull strategies in order to consume products The push strategy requires the Company to perform advertisement and promotion towards the wholesales in order to push the products to get through intermediate distribution The manufacturer will advertise his products actively to the retails, the retailers will advertise retailers actively, and the retailers will advertise consumers actively in order to push their communities The pull strategy requires higher promotional cost and dynamic promotional activities toward the consumers in order to create the demand for consumption If effective, the consumers will ask retailers for products, and the retailers will ask wholesaler, and the wholesaler will ask manufacturers 5 Writing a detailed note on CRM programmers CRM stands for Customer Relationship Management That is the strategy of companies in developing close relationships with customers through research and careful understanding of the demand and habit of customers It will approach and communicate the customers systematically and effectively, manage the customer information on account, needs, contact and so on aiming to serve customers better Through the customer relationship system, the information on customer will be updated and stored in the database management system Thanks to a special searching tool, the company can analyze and make the list of potential and regular customers in order to propose reasonable customer care strategy In addition, the company can seal with the problems of customers quickly and effectively To establish good relationship with customers has a significantly important meaning for the success of the company Page | 11 CRM is simply an application of software to track the customer’s data However, a more complex system requires the combination of factors: information, personnel, policy and efforts of company in order to attract as well as keep customers Purpose of CRM CRM comes from the ideas with the hope to help the company use resources (personnel and technology) in order to understand the attitude and habit of customers and assess the value of individual customer segment With the help of an effective CRM, the Company can: - Provide customers with better services - Improve the performance of customer support center - Assist salespeople in making order quickly - Simplify the process of marketing and selling - Detect new customers - Increase the revenue from customers Functions of CRM CRM solutions include 5 factors: -Internal operating control -Selling management organization -Post-selling service organization -Marketing management -Statistical report Operating process of CRM: For CRM operation, there are 5 main points making a closed circle and when we start, we can start from any point (note: the customer is the center) 1 Sales: it can be seen as the main mission of CRM Off selling operations, there are surrounding performances: transaction, mailing labels, quotation, appointment, shipping and money collection Page | 12 2 Marketing: When a customer buys our product, it means that there is a transaction The next step is that we need to make marketing plans aiming to attract the customers to continue to buy our products 3 Service: When a customer buys the products of the company, the next step we need to do is to provide the best services for customers: gift- giving on occasion of establishment date, 14/2, 8/3, 20/11 for purpose of attracting customers to buy Company’s products for next times 4 Analysis: When we make a list of target customers or list of customers who used to buy Company’s products (the customer performed any transactions) The analysis will be considered as key factors of Sales, marketing, the next service such as analysis by age, region, best-selling product, time We need to analyze anything that the staff use and CRM want in general 5 Collaborative: Provide the relationship ability to customers (phone, email, fax, web, sms, post, in person) CRM helps the company interact with customers via channels (direct contact, mail, fax, phone, web, e-mail) and support the cooperation between staff team and customer channel Collaborative CRM is a solution connecting people, process and data to each other so that the Company can serve and maintain its customers better In these 5 steps, we can start from any step we want If we wish to use CRM successfully, we need to develop a good external process and then apply it to CRM If so, the success will be very high From that, the benefit that CRM brings is: - For customers: CRM contributes to promote the long-term relationship between customer and company, the customer can be carefully served and clearly understood Thanks to CRM, the customer feels that they are cared from the very little things: hobbies, needs and date of ceremony … - For company: CRM helps the Company know how to listen to its customers, and how to manage the business and development situation from the past, present and future easily; it helps the company promote products and brand easily at the lowest cost Also, Page | 13 CRM is the support tools which help the Company have effective focus management of resources as well as staffs - For manager: CRM provides managers with many useful tools, which help the managers have a quick control of the statistics, analysis, and assessment on business status of company from the past, the present and the future; to detect potential difficulties and threats of company in order to timely offer reasonable solutions to such problems Also, CRM permits the managers to evaluate the situation and performance of every inferior staffs - For employees: CRM allows the staffs to manage their time and work effectively Also, CRM helps the staff to capture the information on their clients aiming to offer quick and suitable support method, and build up the reputation, and keep customers *Candidates: · The system manager -To create CSDL and install CRM -To set the systematical figuration, and install the parameters -To establish the group and user · Manager -To make business statistics -To set the advertising campaign -To review the job report of the staffs and check the operational process of every staff · Staff -To enter full of information on potential customers, organizations and addressers -To make daily job plan -To create and check the opportunities of sale -To manage mail -To send the quotation to customer Page | 14 -Order -Contract In summary, CRM is the set of management, care and development of relationship between customer and company III CONCLUSION The modern marketing focuses on the satisfaction of customer’s needs by learning about how to concentrate on the market and how to focus on customer The Company must take concern for the needs of potential customers at first and then production or service The theory and practice of marketing are based on customer who uses a particular product or service when they are in need or such product/ service bring a practical benefit for customer Two main aspects of marketing are to look for new customer and keep close contact with existing customers REFERENCE 1 http://www.tailieumarketing.com/2012/10/marketing.html (Accessed 08 May 2014) 2 http://www.marketingchienluoc.com (Accessed 18 May 2014) 3.http://voer.edu.vn/c/to-chuc-thuc-hien-va-kiem-tra-cac-hoat-dong-marketing (Accessed 20 May 2014) 4 timtailieu.vn/tai-lieu/bai-giang-truyen-thong-marketing-19508 (Accessed 08 May 2014) 5.http://www.referenceforbusiness.com/management/Log-Mar/Marketing- communication.html (Accessed 20 May 2014) 6 http://www.gbs.vn/index.php/expertise/pr/quanhecongchung-pr-ir (Accessed 22 May 2014) 7 http://gscom.vn/portal/20091209405/chyende-crm/tong-quan-ve-crm.html Page | 15 8.http://www.phattrienvn.com/chia-se/kinh-nghiem-crm/crm-quan-ly-quan-he-khach- hang-7086.html (Accessed 22 May 2014) 9 http://p5media.vn/marketing-hien-dai/marketing-mix/chien-luoc-promotion-xuc-tien- chieu-thi-khuyen-mai-thuc-day-ban-hang (Accessed 22 May 2014) Page | 16