FINAL REPORT MARKETING the term marketing was first used in english in 1902 at michigan general university in the US

Therefore, every business needs a professional Marketing team to bring their products to customers without being left behind.. Marking is a vast field that includes many categories such

HOCHIMINH CITY UNIVERSITY OF FOREIGN LANGUAGES

AND INFORMATION TECHNOLOGY DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION

-*** -FINAL REPORT MARKETING

Student’s name 1 : Vũ Thị An ID: 22DH120035

Student’s name 2 : Ngô Thị Gia An ID: 22DH120013

Student’s name 3 : Lê Huỳnh Dân An

ID : 22DH120009 Class: KQ2207 Course:221141012214 Instructor: Ngô Văn Bình

HCMC, 12 / 2022

CONTENTS

Chapter 1: ABSTRACT……… 2

Chapter 2: INTRODUCTION………3

2.1 Marketing Overview………3

Chapter 3: LITERATURE REVIEW………4

3.1 History of Training & Development………4

3.2 How to Create a Successful Marketing Strategy (Marketing Concept) ………6

3.3 Determine the rationale for the organization's marketing strategy… 6

3.4 Building blocks for a marketing strategy……… 7

3.4.1 Intended market……… ……….…… 7

3.4.2 Operational targets ……….7

3.4.3 Localize……….……….………….7

3.4.4 Programs……….….….……… 8

3.5 What is the difference between undifferentiated marketing and differentiated marketing? 8

3.5.1 What does a differentiated marketing strategy mean? 8

3.5.1.1 Advantages……….…….….….…………8

3.5.1.2 Defect………9

3.5.2 What is a marketing strategy without distinction? 9

3.5.2.1 Advantages………9

3.5.2.2 Limit……… 9

3.6 Content marketing and digital marketing solutions to help companies take leadership………10

3.7 4PS marketing mix………11

Chapter 4: RESEARCH

Chapter 5: FINDINGS……… 12

CHAPTER 1: ABSTRACT

Wherever we go, we see many kinds of marketing that appeal to the curiosity

of users, which is also why our team chose marketing Marketing brings a lot

of excitement to everybody, it's easy to see the form of street marketing, luxury, and classy stores Marketing connects people through consumer-focused corporate advertising is the process of creating values and close relationships and the process of obtaining value and profit for the company The following is a more detailed discussion of marketing Marketing plays a key and important role in determining the level of brand recognition, success and growth of the enterprise.

CHAPTER 2: INTRODUCTION

2.1 general introduction to marketing

Up to now, our lives cannot be without products and services Every day, thousands

of millions of new products and services are introduced to the market every day To have a product is to have marketing related to these two things, It goes hand in hand Therefore, every business needs a professional Marketing team to bring their products

to customers without being left behind Marketing is the process of optimizing and understanding and understanding the needs, requirements, and desires of customers is

a marketing activity to identify customers and products, and the price of the product Marking is a vast field that includes many categories such as marketing,

communications strategy, brand development, design, pricing, market research, customer psychology, customer positioning, and measurement effectiveness

Although it has many types and covers, its main element is to understand the interests and desires of customers to convince customers to buy products or services Is a premise for long-term development in the future Marketing is to appear anywhere and appear in all stages, from product formation and development to distribution, to sales, to product promotion Modern marketing was formed in the 1950s when people used more media channels to reach customers Diversified changes along with the constantly increasing development of businesses in both quantity and encroachment The form of operation requires the enterprise to position itself in the business market segment Therefore, every business needs a marketing team to promote its brand widely, reach customers, and compete directly with competitors in the market, which

is also the reason that marketing is always ranked first and the top industries that attract the most human resources today

CHAPTER 3: LITERATURE REVIEW

3.1 History of formation and development

The exchange was created and evolved at the same time as commodity production Consumption of all products is crucial for all businesses because the goal of

commodity creation is profit

There are numerous paradoxical relationships in the exchange process, including two fundamental conflicts:

- Disagreement between buyers and sellers: In order to make more money, sellers constantly seek to sell a large volume of items at high prices; in contrast, buyers seek

to purchase at low costs in order to do so in large quantities

- The rivalry between sellers: Each seller seeks to acquire clients' support, triumph, and occupy lucrative marketplaces

These two disagreements are real and connected to consumption The effects of these two conflicts make it challenging to consume commodities

Businesses offer a variety of ways to increase sales in order to survive and grow, including:

- Letting customers swap goods if they are unsatisfied; Respecting customers; - Finding out the wants and needs of customers

- Include a random item in the package to pique clients' interests

Keep track of and record how many things are being sold

Conflicts between the seller and the buyer and the seller and the seller are settled by the aforementioned solutions That is the endeavor we now refer to as marketing The term "marketing" was first used in English in 1902 at Michigan General

University in the US

Development of Marketing

Traditional Marketing - before 1945, starting at the turn of the 20th century.

Due to the market's significance to the business process, businesses must now discover ways to sell their products rapidly by concentrating first on production and

then lowering expenses series That serves as both the scientific foundation and the origin of marketing actions These days, marketing is referred to as passive marketing

or traditional marketing Market characteristics during this time period:

- The market is dominated by the seller, the production is not developed, the market's scope is limited, and there are few providers

- According to the marketer, if a product is both nice and affordable, people will choose it

- The sole purpose of marketing activities is to identify a market for consumers of the available goods or services

- Selling what the manufacturer intends to make the seller as much money as possible

is the sales philosophy

With the intention of selling already-on-hand items, traditional marketing was

created Therefore, firms concentrate on selling, or "selling what we have," by using sophisticated sales techniques in order to sell a lot of products and make the most money possible maximum financial gain for the seller

Modern marketing - From 1945 to the present

After World War II, the economies of the nations quickly recovered and flourished as

a result of the application of cutting-edge and contemporary scientific and

technological advancements in production, which resulted in a continuous rise in the labor productivity of society

Market characteristics following the Second World War:

- High economic growth and strong competition Modern production equipment, an increase in new enterprises, and fluctuating product prices are all signs of the ongoing crisis

- Rapid advancements in science and technology have led to several new discoveries and the use of cutting-edge production methods

- The role of the consumer is growing, and the consumer starts making decisions about items quickly because human wants are becoming more varied and

complex.The aforementioned effects have led organizations to develop new strategies for acting responsibly and quickly in response to the market As a result, modern marketing was created

Compared to "Traditional Marketing," "Modern Marketing" has been enlarged and made more inclusive The wants of consumers are the focus of production in modern marketing, which places a high value on the market where consumers have a deciding influence

3.2 Effective marketing strategy

A marketing strategy is a comprehensive marketing plan that aids businesses in reaching more people and converting them into customers who use the products and services of the company

 Step 1: Customer research, opponent and review the status of communication

 Step 2: Select the objectives, communication strategies, and audience

 Step 3: Create ideas

 Step 4: Create a detailed plan

 Step 5: Stick to the strategy

 Step 6: Effectively measure, monitor, and adjust

3.3 Purpose of Marketing Strategy

Provide clients with information

Customers can now get closer to the company's goods and services thanks to

marketing They will be aware of the product's details, applications, and advantages They can weigh this information and swiftly decide what to buy

Considering both competitive advantages

The most affordable modern marketing strategies are email, social networking sites, etc As a result, small and medium-sized businesses can make significant financial savings, giving them a competitive advantage over larger companies in the market

Help maintain relationships with customers

One of the most crucial functions of marketing is establishing and sustaining

relationships with clients Because of marketing, the brand has a greater hold on consumers' hearts, earning their loyalty and trust while maintaining enduring ties with current clients

Continue engaging with customers.

Engage with customers in ways other than just grinning, chatting with them in stores, and pitching products Businesses can increase the range of connections anytime, anyplace thanks to marketing, and from there, develop relationships with customers

Even if clients do not directly locate you, you can nevertheless send information and product offers

Help sell, make profits

The main goal of marketing is to influence consumer purchasing decisions so that firms can turn a profit Making clients aware of your existence will encourage them

to consider and accept your offers to purchase your goods

Promote business expansion

Businesses are investing more money than ever in marketing because keeping relationships with existing consumers while bringing in new customer groups enables commercial business activities to expand

3.4 Composition of a marketing strategy

3.4.1 Target market

A customer group to which firms direct their marketing efforts and products is known

as the target market Clearly, the target market determines the success of a marketing campaign The success of a product or service on the market is mostly determined by four key factors: products, prices, marketing, and distribution

3.4.2 Business goals

Business goals are objectives that the company sets for itself and that it can forecast how it will perform over time To ensure a steady profit for the firm, these objectives can be defined for all enterprises as well as for each department, employee, or client

* Steps to establish business goals:

1 Looking back at the earlier objectives you ever set

2 Research of emerging business trends

3 Choose your new objectives

4 Creating and growing the relationships that are required

5 in line with your objectives

6 Generalize

3.4.3 Marketing positioning

Positioning entails choosing a position in thought, being aware of the targets that the product (or service, company, team, that person or individual) is aiming at, and attempting to place it in that position as soon as possible It is believed that

everything is placed on the steps in the most orderly, second order in human thoughts and perceptions

Positioning strategy:

Strategy 1: Defend your stance on consumer ideology

Strategy 2: In search of a place in the perception of clients who have not occupied and owned it

Strategy 3: Positioning or dismissing rivals

Strategy 4: Specialized Club

3.4.4 Marketing programs

 Lucky draw program

 Discounts up to products in the store

 Buy 1 get 1 free

 Promotional price promotion

 Discount orders by percentage

 Discount according to the amount

 Retail price

3.5 How is undifferentiated marketing different from differentiated marketing?

3.5.1 What is a separate marketing strategy?

A differentiated marketing strategy is a focused marketing approach Specifically, marketing activities target a wide range of different market segments In each

segment, marketing professionals will develop a separate marketing strategy This strategy is aimed at businesses that view their products and services as potentially beneficial to several target markets Differentiated marketing strategies are often applied when companies want to specialize in products and markets, concentrating solely on a specific niche

Example of a fashion brand that uses for distinguishing marketing to attract more than one set of customers None of the arrows made contact with several targets This brand has registered and identified groups of customers who care and shop for their products, including: clerical employees, students and children, and launched unique offers for them Each customer group below

*Advantages

With the development of many types of products, a differentiated marketing strategy helps businesses develop more diverse products From there, meet the needs

of customers In addition, helping businesses can penetrate deeper into different market segments

All wrapped up in the following 5 bullet points:

 Best meet the needs of customers

 Reach more potential customers

 Increase revenue

 Improve competitive advantage in the market

 Businesses easily adapt to unexpected changes

*Defect

The main disadvantage of a differentiated marketing strategy is the higher cost of producing different products or marketing with different messages for each segment Western publishers point out that larger companies are more equipped to use

differentiation because they are more likely to have enough volume per market to cover costs On the other hand, smaller companies often do not have the budget to successfully use differentiated marketing strategies and must instead rely on undifferentiated marketing strategies

3.5.2 What is a marketing strategy without distinction?

A strategy that organizations use when segmentation marketing is no longer helpful The strategy here is to concentrate on special characteristics rather than

differentiators, companies often use Marketing Mix to attract the largest group of buyers possible

The example "Marketing", by William M Pride and OC Ferrell, gives elements that indicate sugar and salt as examples of products that can be marketed efficiently through an undifferentiated strategy, as many consumers in the general market have similar needs for the product

*Advantages

The greatest benefit of undifferentiated marketing is the reduction of costs by exploiting the benefits of scale and distribution of a limited and homogeneous product range

Companies will have difficulty managing risks in times of change In parallel, the market with many companies applying the same style of undifferentiated marketing will make the competition more fierce Companies will have difficulty managing risks in times of change

3.6 Content marketing and digital marketing solutions to help businesses lead the industry

Content marketing

Before that content marketing was not popular and many people really understood it Content is a lever to promote the development of businesses in business activities especially helping customers and businesses understand each other better, the

relationship becomes close In addition, the content helps businesses capture the needs and goals that the customer group is interested in specifically It also attracts attention, and the attraction promotes products to spread more customers know more, and love the products and services of the business more Making customers

remember longer is always the first priority when needed Content marketing through various forms of content such as (videos, photos, blogs, and advertisements) using multiple social media channels where customers can seek information and knowledge before planning to buy a product Content marketing evokes customers' curiosity, interest, meaning, product value, and what the product can do for them

* Leading content marketing solution.Content marketing in many forms:

+ Content marketing video: Video content marketing: This seems to be the type of content marketing that makes it easiest for customers to understand and access, and also the most successful It seems to be the actual commitment from the business to the customer It is also the best and most interesting type that leads to whether or not the customer should buy the product

+ Image content marketing: This type is popular and has been around for a long time, but its effectiveness is still great Image content marketing is easier to attract and lead

to purchase action than video