Tài liệu môn Tiếng Anh | Đại học Ngoại Ngữ - Tin Học Thành Phố Hồ Chí Minh

HOCHIMINH CITY UNIVERSITY OF FOREIGN LANGUAGES
AND INFORMATION TECHNOLOGY
FACULTY OF BUSINESS ADMINISTRADITION ---------***-------- FINAL REPORT
UNDERSTANDING MAKERTING
Trương Vũ Bảo Nhi 22DH121971
Huỳnh Thị Hồng Nhung 22DH121988
Dương Quỳnh Như 22DH122008 Class: KQ2215
Instructor: Ngô Văn Bình HCMC, 1/2023 CONTENT
1. ABSTRACT ............................................................................................................ 1
2. INTRODUCTION................................................................................................... 2
3. LITERATURE REVIEW.................................................................................3
3.1 Marketing, the marketing concept to nonprofit organizations.............................3
3.1.1 Define Marketing .......................................................................................3
3.1.2 The Marketing Concept..............................................................................4
3.1.3 Roles and Functions in Marketing..............................................................4
3.1.4 Marketing Control.......................................................................................5
3.1.5 The marketing concept to nonprofit organizations......................................5
3.2 Understanding Marketing Mix............................................................................7
3.2.1 The Makerting Mix.....................................................................................7
3.2.2 The role of the Marketing Mix....................................................................7
3.3.3 Understanding Marketing Mix 4P and 7P...................................................7
3.3 The marketing research process.........................................................................7
3.3.1 Define ........................................................................................................8
3.3.2 The marketing research process..................................................................9
3.3.3 Marketing Data...........................................................................................9
4. CONCLUSION...................................................................................................... 10
5. REFENCES...........................................................................................................11 1. ABSTRACT
The economic integration and the development of the modern economy, the change
always happens every hour, to make a difference and revenue businesses constantly use
marketing. Marketing includes product development product, market research, product
distribution, sales strategy, public relations and customer support. It can use a variety of
ways to spread the word across multiple platforms, social networks, and organizational
groups to help them define audiences, communicating to create a relationship . Marketing
it is not an isolated activity but it is a process that includes many activities from the 4P,...
And many such activities combined together will form the marketing mix. Marketing
research processes are also being studied more deeply and thoroughly.
Keyword: Marketing, 4P, processes. 1 2. INTRODUCTION
Marketing will certainly no longer be a strange word to each person, but each
individual will have a separate understanding. And the topic of marketing for
international business students is even more a word that is mentioned often and there will
probably be many students who do not understand deeply and the definition is not clear
on this topic. Especially first-year students who have just been exposed to a different new
environment that they have never experienced in school, this topic is a never-ending hot
topic, it attracts students' curiosity. pellets. And surely our group are all students of
international business and it is no exception, with many new and modern aspects of
marketing, we have to learn more about it and that's why we choose marketing topic for
this final essay. The core element, also known as the most important leading standard of
marketing, is the understanding of the wants and needs of customers to create good
products and service models to convince client. It will be a solid foundation to help
businesses develop long-term in the future. And for long-term success, businesses must
constantly learn about the needs and wants of customers because over time the standards
of these requirements will change, thereby increasing the value. 2 3. LITERATURE REVIEW
3.1 Marketing, the marketing concept to both for-profit and nonprofit organizations. 3.1.1 Define marketing.
Marketing is the process of doing market research and selling products and services
to customers and promote them through advertising to increase copy sales. It creates the
strategies that form the technical foundation of selling row. business communication, and
business development. It is a cumulative process hop through which companies build
strong customer relationships and create value for their customers and for themselves.
Marketing is the process of working with the market to conduct exchanges to
satisfy human needs and desires. Maybe Marketing is a form of human activity
(including organization) satisfied with the needs and desires of the team. The strong
development of information technology, in each period, there will be many different definitions of marketing.
According to expert Reedy: He defined Marketing in the 2000s as encompassing
all activities. Actions taken by a business to satisfy customer needs through various
means of communication electronics, internet...
According to PR Smith and Dave Chaffey: In 2008, e-marketing was defined as
the activities of businesses achieve their marketing goals through the application of
electronic technology to contact with customers.
According to Stokes: A year later in 2009, Stokes better defined marketing:
Marketing online is for it to be in the internet environment and its application to connect with customers in the market.
According to Damian Ryan and Calvin Jones: 2 experts agree with Stokes in
2009.Marketing is marketing activities for your services and products using tools
available on the internet to reach the users here.
Marketing is divided into two main categories: traditional and modern.
Traditional marketing: Often applied in the circulation stage, this is an activity
marketing works purely with markets and circulation channels. This method is usually
not focusing too much on customers but focusing on quickly consuming products and
services. Passive Marketing. Characteristics of the market during this period:
Underdeveloped manufacturing, limited market scope, limited number of suppliers,
limited market seller-controlled market.
"Natural musk incense", the Marketer's point of view is that if his product is good
and the price if it's cheap, it will be chosen by customers.
The scope of marketing activities is limited to the commercial domain for search
market to consume existing goods or services.
Sales philosophy: "Sell what the manufacturer has with the goal of making maximum profit for seller" 3
In contrast, modern Marketing is more interested in customers. Customer behavior
and needs customers are the key to successful Marketing campaigns and maximize profits
profits for businesses. Characteristics of the market after the second world war:
Economic growth at high speed, competition is fierce, more and more businesses
industry appeared on the market, with the production technology emerging as the price of
goods rough seas: a series of deserted scenes occur.
Advances in science and technology happen rapidly: many new inventions and the
application of advanced techniques in production. selection of products; human needs are
increasingly diverse and abundant.
The role of the buyer becomes more important, the buyer becomes difficult to
choose products with increasing and diversified demand.
Some popular forms of marketing: Marketing through social networks, Marketing
by blog, Content Marketing, Newspaper marketing, Marketing by video, Marketing by
SEO Optimization , Social Media Marketing ,Influencer Marketing, Event Marketing. 3.1.2 The Mark eting concept.
The Marketing concept had 3 parts: A Customer orientation; A service orientation; A profit orientation.
The customer-oriented marketing concept is built with the purpose of clearly
delineating the role of the game and the influence of the target audience. Define exactly
as your target market wants and needs, and at the same time can create an offer that can
stand out from the competition. It includes the following outstanding features: Focus on
the most standard target school; Unknown needs, expectations, and customer satisfaction;
Use tools to optimize efficiency; Increasing profits based on meeting customer needs.
Service-orientation is a design paradigm for computer software in the form of
services. It brings many benefits: increase investment value, increase flexibility in
activities, increase interactivity and connection between businesses.
A profit-oriented pricing strategy means that we're going to set our product price
based on a particular profit goal. If our concern is profit, then the product will be priced
higher, vice versa if our concern is the quantity of goods sold then the product will be priced lower.
3.1.3 Roles and functions in marketing.
Marketing acts as an intermediary between business activities and the market,
ensuring that the business's activities are market-oriented and market-contaminated
business goals. In other words, marketing is responsible for creating customers for business.
Roles: Marking helps to increase brand awareness - attract customers to be more
and more impressed with the brand. It helps increase profits - this is a primary goal of
marketing. In addition, marketing will maintain relationships with customers, after each
campaign, businesses will reach a certain number of customers, effective marketing 4
makes the relationship between customers and businesses closer. Thereby maintaining the
existence of the business - this is an indirect factor affecting the survival of the business.
Functions: The first function is sales, which helps increase the purchasing power of
users. Second, marketing is responsible for informing about business programs such as
discounts, promotions, ... there by encouraging people to buy products, contributing to
helping businesses improve sales. Not only that, but marketing helps bring in essential
information for product pricing, so businesses know how customers feel about their
products. In addition, this function also allows businesses to research and clearly analyze
competitors, creating a premise for more reasonable product pricing. Many people think
that marketing has no impact on a business's budget, but the financial management
function of marketing is also very important. Marketing activities help businesses secure
funding from 3rd parties. Finally, the distribution function is the function that optimizes
the process of transporting products from production to delivery to the store retailer or user. 3.1.4 Marketing Control.
It is an indispensable step in the process of marketing activities, helping to operate
marketing with the right goals to create: increase revenue, brand name, .. control, beat
price after completing the project is effective or not, check the revenue and remaining
much more than that. This control is performed analytically:
Sales Analysis: Includes analysis and comparison of actual sales with target.
Competition analysis: Helps to identify the position of the business compared to competitors painting.
Marketing cost analysis: Evaluate costs against sales to ensure savings the business
does not spend too much to achieve the planned expenditure.
Financial analysis: Used to identify factors that affect results corporate finance.
Customer Satisfaction Survey: Helping Managers Respond Well faster and faster than customer needs.
Operational adjustment: Used when the marketing activities of the business deviates from the planned goal. 3.1.5 The marketing
concept to nonprofit organizations.
Define: Nonprofit Marketing, also known as nonprofit marketing, refers to the
activities and strategies of spreading an organization's message, as well as making
donations and calling for volunteers. Nonprofit marketing involves creating logos,
slogans, and copy, as well as developing a media campaign to introduce the organization
to an external audience. The goal of nonprofit marketing is to promote an organization's
ideals and causes to attract the attention of volunteers and potential donors.
Not all nonprofit marketing is created equal. The way a nonprofit market itself and
its causes can vary by cause. There are some similarities in how nonprofits and for-profit
companies approach marketing, but the differences are significant. For one, nonprofit 5
marketing can be challenging in that its ideas and causes can be harder to market and sell
than products and services. On the plus side, nonprofits – in essence – have something
that business-to-consumer (B2C) or business-to-business (B2B) marketers lack: a well- defined mission. clear.
Nonprofit Marketing Example: Whatever your specific goal using nonprofit
marketing, most will fall into one of the following four categories.
Traditional fundraising requires consumers to contribute money to a charitable cause
or campaign. Some businesses partner with nonprofits to raise long-term funds based on
causes their employees care about.
A consumer charity is a partnership with a for-profit business that encourages
consumers to use their purchasing power to support charities. This usually takes the form
of cause marketing, where consumers buy a product because a portion of the purchase
price is donated to a specific cause.
Event marketing focuses on a charity or promotional event, usually an event where
donations will be collected or participation costs will go directly to the nonprofit
organization . These marketing initiatives often include a special guest or celebrity
partner whose public image and contacts are used to drive attendance.
Announcement-focused campaigns try to raise awareness, encourage political
change, or influence consumer behavior. These are often paired with or followed by
specific addiction campaigns or volunteer registrations.
Types of Nonprofit Marketing: Nonprofit marketing can take many forms. These
types of campaigns may have similar goals – to raise money, awareness and volunteer
involvement – but their methods can differ significantly.
Point-of-sale campaign: A point-of-sale campaign that relies on additional donation
requests to purchase potential sponsors has been launched. For example, donors may be
asked to add a donation to their purchase at the cashier in a physical store or online during checkout.
Message-Focused Campaign: A strategy that focuses on a message that encourages
changing consumer behavior or actions or promotes awareness. These campaigns are
often tied to prominent events that are currently trending and widely reported in the
media. The messages are often associated with fundraising efforts and volunteer involvement.
Transnational campaigns: In transnational campaigns, consumer actions (such as
making a purchase or responding to a social media post) are driven by company
donations. The nonprofit works with a corporate sponsor to encourage consumers to use
their purchases to help fund the nonprofit's charitable efforts. Corporate sponsors also
benefit from active publicity and from the possibility of affiliation with a charity that reflects the company's values. 6
Nonprofit Marketing Issues: Nonprofit marketers also have diverse demographics to
compete with. Marketers may find that older, wealthier donors to charitable causes need
to communicate and appeal to millennial's in completely different ways.
3.2 Understanding marketing mix. 3.2.1 The Marketing mix.
Marketing - Mix is a set of controllable marketing variables that a business uses to
achieve its marketing objectives in the market.
In the past, the marketing mix was classified according to the 4P model. Later, the 4P
model gradually developed and expanded into 7Ps marketing according to the
improvement of modern marketing.
3.2.2 The role of the Marketing mix.
The role of the marketing mix affects two subjects: businesses and consumers. First, for businesses:
Marketing Mix provides businesses with the ability to adapt to market changes, an
important solution to ensure the strong and sustainable development of the business,
thereby helping the company to survive firmly. Marketing mix strategies also show
businesses what the market needs, how users' expectations and purchasing power are.
Marketing mix creates a connection between production activities in the process
of creating products of enterprises with the consumer market, both collect information
from the market about the business and provide information from the business to the market. And, for consumers:
Not only bringing benefits to businesses, but marketing mix also brings many
benefits to consumers. The marketing mix serves as a tool to discover consumer needs
and wants for a certain product or service. To create a variety of goods and improve the
quality of services, businesses need to use the Marketing mix model to find and satisfy the needs of consumers.
As the result: Marketing Mix really plays a very important role in the business
model of the business, creating conditions for the supply and demand of goods to meet.
The business will coordinate marketing activities to help the product become more
widely known. At the same time, businesses also collect feedback and reviews from
customers to improve products and bring more value to consumers.
3.2.3 Understanding Marketing mix 4P and 7P.
Marketing mix 4P: The 4P is a traditional marketing mix strategy built in the
1960s by economist E. Jerome McCarthy. From that time, the 4P Marketing model
became popular and used. In addition, 4P is also taught in businesses, universities, and
colleges around the world. The 4P model is the four essential elements involved in 7
marketing a good or service to a target audience, called the 4P to make them easy to remember. They are:
Product (designing a want satisfying product).
Price (setting a price for the product ).
Place (putting the product in a place where people will buy it ).
Promotion (promoting the product ).
Example 4P: Coca Cola is one of the largest and most valuable water brands in the world.
Currently, Coca Cola has a diversified product system including more than 4000 products
(Product). Coca Cola is present everywhere with worldwide distribution and franchise
system (Place). All Coca Cola products have very wise pricing strategy makes
competitors look and compete fiercely (Price). Now, Coca Cola has a whole "treasure of
advertising" with successful advertising campaigns with the slogan "Real Magic". Join
the world in powerful CSR activities. (Promotion). Coca Cola is a testament to the
successful application of the Marketing Mix strategy when ordering the right products at
the right time at the right price with smart advertising.
Marketing mix 7P: The 7P marketing model is understood as a marketing strategy
model consisting of many different elements, it is a useful tool to help bring products to
users quickly. 7P is a marketing model consisting of 7 elements: product, price, place,
promotion, people, process, physical evidence.
7P strategy is an important comprehensive strategy of businesses that helps
businesses to: create competitive advantages, attract customers, creating sustainable
development, capturing consumer wants and needs, easily reach customers and vice versa.
The role of the 7P: It can be said that the 7P strategy is a comprehensive and
important marketing strategy for businesses today. And this is also the model present in
all business activities of enterprises right from the formation of the production idea to the
stage of bringing the product to the consumer. Not only that, the 7Ps in marketing also
help create a competitive advantage over competitors. Help attract customers and carry
out activities to bring sustainable development to the business. Through the 7P strategy,
businesses know what the needs of the market are. From there, it is easy to organize.
3.3 The marketing research process. 3.3.1 Define.
Marketing Research is a tool to help Marketing businesses, businesses connect
with consumers, customers, the public through information and data. Data collected from
research will help businesses identify opportunities, outstanding problems; building,
monitoring, adjusting and evaluating marketing activities; help businesses gain a deeper understanding of the market. 8