Tiểu luận kết thúc học phần Marketing căn bản (post lại bản hoàn chỉnh) PDF

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Question 1: What Is Marketed? Give an example for each type.The following are the entities that can be marketed: Goods: This category of 'Goods' includes tangible objects. The main commodities that can be marketed are physical goods that can be manufactured or produced. Air conditionals, phones, clo...

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TABLE OF CONTENTS Question 1: What Is Marketed? Give an example for each type..............................3 1. Goods:..............................................................................................................................3 2. Services:.........................................................................................................................4 3. Events..............................................................................................................................4 4. Experiences...................................................................................................................4 5. Persons...........................................................................................................................4 6. Locations........................................................................................................................4 7. Properties......................................................................................................................5 8. Organizations...............................................................................................................5 9. Information...................................................................................................................5 10. Ideas..............................................................................................................................5 Question 2: What Influences Consumer Behavior? Give an example for each factor............................................................................................................................................5 1. Situational Factors......................................................................................................5 2. Personal Factors..........................................................................................................6 3. Psychological Factors.................................................................................................6 4. Societal Factors............................................................................................................6 Question 3: Selecting a real brand in Vietnam, indicating target audience and drawing brand positioning for a specific target audience, identifying its 4P (product, price, promotion, and price)............................................................................7 THIEN LONG GROUP CORPORATION (TLG).............................................................7 1. Target audience:..........................................................................................................7 2. Brand positioning:......................................................................................................7 3. Marketing Mix (4Ps)...................................................................................................9 3.1. Product:........................................................................................................................................ 9 3.2. Price:........................................................................................................................................... 10 3.3. Place:.......................................................................................................................................... 10 3.4. Promotion:............................................................................................................................... 11 REFERENCES:..........................................................................................................................12

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Question 1: What Is Marketed? Give an example for each type. The following are the entities that can be marketed: 1. Goods: -

This category of 'Goods' includes tangible objects. The main commodities that can be marketed are physical goods that can be manufactured or produced.

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Air conditionals, phones, clothes, food, and other items are examples.

2. Services: -

Services are also key marketing organizations. Services are intangible entities that entail completing an act or deed for the benefit of the customer.

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Banking, insurance, hotel, health care, beauty services,... similarly are all examples of services.

3. Events -

Customers might benefit from events as well. Dance shows, dramas, concerts, and other performances are all paid events. As a result, it is one of the ten products on the market.

4. Experiences -

People enjoy moments in their lives that they call "experiences." When the entertainment industry provides customers with experiences, they are selling as well.

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Example: Vinpearl Land Nha Trang, Disneyland, Universal Studio (Japan),...

5. Persons -

People, especially famous people, such as singers, actors, athletes, artists, and so on, have specific economic or political values. The purpose of marketing goods and services through these people is to capture the attention and preference of the target market, which is willing to pay to see him/her perform.

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For example, the girl group BLACKPINK advertises for Pepsi to entice fans to buy the products.

6. Locations

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Locations are marketed by improving their image and promoting their unique features such as climate, infrastructure, recreation, entertainment, culture, and so on.

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Ha Long Bay is marketed and known as a prominent destination with a network of beautiful rocky islands and caves.

7. Properties -

Ownership rights to real assets (real estate) or financial assets (stocks and bonds) are referred to as properties. Properties need marketing because they can be bought and sold.

8. Organizations -

Organizations can be classified as commercial (for example Suntory PepsiCo Vietnam Beverage Company) or non-profit (such as WWF, SJ Vietnam,..). Both of these types of businesses are primarily marketed with the goal of building a brand.

9. Information -

Although the information is not as tangible as commodities, it can be extremely valuable to customers. Data and information collected by an organization can be utilized as a product in the market. Providers of data must also sell themselves as information providers.

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Take, for example, Nielsen, a market research organization that specializes in giving data.

10. Ideas -

Every business is offering a concept that adds value to the customer's life. Many entrepreneurs come up with novel and inventive ideas, which they then market.

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Example: Stitch Fix is a shopping app that focuses on giving users outfit ideas.

Question 2: What Influences Consumer Behavior? Give an example for each factor. 1. Situational Factors 5

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Affective situations are momentary circumstances that have an impact on a buyer's behavior. Physical aspects such as the point of purchase, the layout, the lighting, the music, and even the aroma of a business are all examples of these. Consumers' shopping decisions are influenced by their social environment, time constraints, purchasing motivations, and moods.

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Example: When you arrive at a tourist destination in the middle of the night and need a place to stay but only one hotel is open, even though the price is more expensive than usual, you still have to stay in that hotel.

2. Personal Factors -

Your personality describes your disposition as perceived by others. According to market researchers, people buy products to boost their sense of self. What you buy and how you shop are also influenced by your gender. People buy different things depending on their age and stage of life. Companies have begun to examine consumers' lifestyles to better understand and connect with them.

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Example: A girl who wishes to appear more feminine will prefer to buy skirts and dresses rather than jeans or active sports pants.

3. Psychological Factors -

People must first meet their basic needs before they can begin to meet higherlevel needs. Perception is the process by which you interpret the world around you and make sense of it in your mind. Companies frequently use repetitive, shocking advertising to ensure their advertising message reaches you. Learning is the process by which customers change their behavior after receiving information or having firsthand experience with a product. Consumer attitudes are the long-lasting and often difficult-to-change "mental positions" that people adopt as a result of their values and beliefs.

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Example: In the eyes of a collector, it is an artistic and precious artwork, but to others it is just an expensive doodle.

4. Societal Factors

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Culture and subculture influence how you live and what you buy. Consumers from the same social class have similar purchasing habits to some extent. Most market researchers believe that a person's family is one of the most important determinants of purchasing behavior. A reference group is one with which the consumer identifies and wishes to become involved. Companies frequently hire celebrities to endorse their products to attract target demographics. Consumers value opinion leaders and frequently seek their advice before purchasing goods and services.

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Example: When deciding between brands of watercolors, an artist's recommendation will be more persuasive than any commercial.

Question 3: Selecting a real brand in Vietnam, indicating target audience and drawing brand positioning for a specific target audience, identifying its 4P (product, price, promotion, and price). THIEN LONG GROUP CORPORATION (TLG) Mr. Co Gia Tho, a native of Guangdong (China) was born in 1958 in Ho Chi Minh City is the founder of Thien Long Group Corporation. TLG, which began as a small family business manufacturing ballpoint pens in 1981, had grown to become the top stationery manufacturer in Vietnam and a regional market leader. 1. Target audience: Thien Long targets different customer groups for each product category. -

BIZNER is a high-end stationery brand aimed at high-income customers, entrepreneurs, and successful people.

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Colokit is aimed at children who are interested in developing their creativity.

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Students are the target audience of the Điểm 10 brand.

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The TL brand caters to the needs of Vietnamese consumers ranging from schoolchildren, students, commuters, and office workers.

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FlexOffice's target customers are office workers.

2. Brand positioning:

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We conducted a quick survey to determine the level of interest in the product category of ballpoint pens among students (aged 15 - 18). There are 6 factors that we believe can influence consumer decisions, including: -

Coloring ability

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Writing feeling

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Design

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Extra features

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Used Time

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Prestigious brand

And 7 ballpoint pen manufacturing companies with a market presence in our country, including Thien Long Group, Ben Nghe, Hong Ha, Vang Thien, Pentel, Deli, and Campus Kokuyo. The results show that coloring ability and writing feeling are the most important factors. After calculation, we derive the scoreboard and created a perceptual map as follows:

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Thien Long is ahead of domestic rivals such as Ben Nghe and Hong Ha, as well as foreign rivals such as Campus Kokuyo and Vang Thien, and two brands Pentel and Deli trailing closely behind. Thanks to this map, we can see that Thien Long is doing well in the field of ballpoint pens and is well-liked by customers. Here are the links to our survey detail: https://docs.google.com/spreadsheets/d/1uvpLKZMOdqGStxDQzAcKgXdguQ2nxnscXqmkQyvT6E/edit?usp=sharing https://docs.google.com/forms/d/18oadbGIbS2PctsmiHv6W_3bgqGlpOtTsm9v0MWU2QY/edit#responses 3. Marketing Mix (4Ps) 3.1. Product: -

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TLG’s Brands:

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Product category:  Writing pens: Ballpoint pens, pencils, gel pens, ballpoint pens, blackboard markers, oil feathers, highlighters, … 

Art tools (Colokit): crayons, oil waxes, screw waxes, colored pencils, watercolors, acrylic, ...

 School supplies (Điểm 10): Backpacks, whiteboards, scientific calculators, rulers, compasses, erasers, notebooks, ...  Stationery (FlexOffice): Paper, file cover, tape, glue, scissors, envelope, pen holder, stapler, calculator, ... -

Features: Products have various models, are increasingly sophisticated, compact, beautiful, safe, and of high quality, in line with customers' habits, and suitable for new situations (such as washing gel hand, antibacterial gum during the Covid-19 epidemic).

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Packaging: Packaging design is becoming more appropriate for each customer segment. 3.2. Price:

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Price strategy:  Product line pricing: The firm has adopted an original product into several variants based

on the product's rising

value, with

corresponding costs.  Product bundle pricing: TLG's items are sold in bundles and at a discount on e-commerce sites. -

Discounts: TLG frequently has back-to-school discount programs, and on ecommerce sites, there are also discounts on holidays, 11/11, Black Friday, etc.

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Payment methods:  Customers frequently pay in cash when they buy in a store.  When purchasing online, customers have the option of paying by bank transfer in advance, ATM card, Visa/Master card, or pay on delivery. 3.3. Place:

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Thien Long has implemented the Distributor Management System (DMS) for all distributors and clients to improve the sales team's performance.

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Its products are available to consumers in 63/63 provinces and cities across the country, includes over 65,000 retail points. In addition, it also builds other sales channels such as direct sales channels for businesses (B2B), supermarkets, chain

stores,

trade

centers,

bookstores,

and

online

sales

(Site:

https://flexoffice.com/ and E-commerce platforms: Shopee, Tiki, Sendo, Lazada ), … -

Thien Long is proud to be a Vietnamese brand that has exported to 67 countries. 3.4. Promotion:

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Sales Promotion: Discounted activities and goodies when purchasing combos.

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Advertising: Thien Long spends very little on television advertising and focuses on viral marketing. They communicate with potential customers via its website, Facebook page, YouTube channel, signage system at points of sale nationwide, billboards in big cities,...

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Public Relations:  Thien Long has always accompanied community and educational programs such as Exam Season Support , Sharing with Teachers, Young Knowledge for Education, etc.  In 2021, TLG donated 2,000 VND for each painting in the Color Festival competition to the government's vaccine fund and gave many gifts to children affected by the Covid-19 epidemic.

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REFERENCES: Kotler, Philip, & Armstrong, Gary (2013). Principles of Marketing (4th ed.). Retrieved from https://open.lib.umn.edu/principlesmarketing/ https://managementweekly.org/what-is-marketed/ https://prod-edxapp.edxcdn.org/assets/courseware/v1/3818e34be28de0462a117c8e3eb0db3a/assetv1:IIMBx+MK102x+2T2018+type@asset+block/Entities_that_can_be_marketed1.pd f https://www.marketingstudyguide.com/can-marketed/ https://www.brainkart.com/article/What-can-be-Marketed--_40806/ https://www.mvorganizing.org/what-are-the-four-major-factors-that-influenceconsumer-behavior/ https://www.questionpro.com/blog/consumer-behavior-definition/ http://vcbs.com.vn/vn/Research/Company?stocksymbol=TLG https://thienlonggroup.com/ https://flexoffice.com/ https://www.facebook.com/tapdoanthienlong https://ink.library.smu.edu.sg/cases_coll_all/220/ https://thienlonggroup.com/old_pdf/2019/04/20190513-TLG-AR-2018-trang-doi.pdf https://thienlonggroup.com/old_pdf/2020/04/TLG_AR2019_VN-final.pdf http://www.fpts.com.vn/FileStore2/File/2018/04/20/TLG%20%202018%2004%2019%20-%20BCTN%202017.pdf https://hocmarketing.org/marketing-can-ban/cac-chien-luoc-gia-trongmarketing#chien-luoc-gia-theo-dong-san-pham https://embapro.com/frontpage/marketing4pcase/21201-stationery-vietnam https://www.academia.edu/31269052/De_tai_hoat_dong_marketing_cua_cong_ty_co_ phan_but_bi_thien_long https://prezi.com/lmnjxe9kvtgr/xac-lap-thi-truong-muc-tieu-cua-mot-doanh-nghiepkinh-doanh/

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