Name : Nguyễn Ngọc Phương Linh

Class: IBC01

Subject : Fundamentals of Marketing

1. REAL MARKETING 5.1

 Through the reading, I realize that the participation of social
media has played an important impact on consumers ’ behavior.
Online social behaviors of digitally wired consumers are
influenced to a large extent by the surrounding online
environment. Social media has put consumers back to the center
by enabling them to engage in conversations, and neither
decisions are no longer to be made by few individuals nor the
message being sent to the masses by the brand owner. it has put
forward that online communities have narrowed the
communication gap between brands and consumers, and
eventually this certain type of communication flow fosters a web
communications between customers and opinion leaders in
which spins around the brand.
 Example in Vietnam : Launched from the beginning of November
until now, the campaign to buy electrical appliances - Going to
Dienmayxanh is still storming all social networking forums
because of many animated PR activities. After the period of
using TVC( television commercials )to attract attention and
increase brand recognition, DienmayXanh continues to deploy
brand activation by the appearance of blue army in the central
area of Ho Chi Minh city and Ha Noi. The presence of the Blue
Army and the hilarious song stirred up the community and the
media. Blue people gather on the most special occasions of the
year such as Christmas, Western New Year and bring joy to
everyone, especially families with young children through funny
performances that everyone can dance follow. Green machine
shows the quickness in following and updating the trends of
young people such as Lac Troi, Rong Pikalong, hair cutting on
Tet, New Year and now ... when posting funny photos makes the
online community constantly share. it is undeniable that the
advertising clips of Dienmay Xanh possess an impressive amount
of views, even without any famous people.
2. REAL MARKETING 5.2
 Lexus has good marketing strategies and service that make
customers satisfied. For examples, they provide amenities at a
Lexus service centre such as free car wash, massage chairs,
library. They believe good marketing doesn’t stop the sale and
keeping customer happy is the key to a long lasting relationship.
Lexus treats each of its customer like someone will treat a guest
in their house.
I can conclude that happy customers won’t look at other competitors
offers – they will happily interact with that brand again, make a
purchase and recommend the product further. If it meet all of their
requirements and answer their needs while delivering the best quality
of its services, they will be fully satisfied. Moreover, customer
satisfaction is a factor that helps that brand stand out of the
competition. Most unhappy customers never tell the company about
their problem. One brand can’t gain customers’ satisfaction for ever, it
need to look after them all the time. Therefore, a company should
measure customer satisfaction regularly. It should set up systems that
encourage customers to complain. In this way, the company can learn
how well it is doing and how it can improve.
 Example in Vietnam : Specifically, when customers need to use
certain value-added services of VNPT VinaPhone, customers send
requests to register via any registration channel (SMS, via
web ...), the service has not been clicked immediately. The
system will send customers a message asking customers to
agree to confirm the use of the service. Only when receiving the
second confirmation message of the customer, the service is
activated. With this "double" certification process when
registering the service, it will ensure that customers use the right
service that they need. After 12 hours after being asked to
confirm that the customer has not carried out, the registration
request will be canceled. Customers who want to use the service
must make the process from the beginning. This is not the first
measure offered by VNPT VinaPhone to protect customers'
interests, but this network also regularly recommends that users
use free tools. For example, the free application My VinaPhone to
look up all the services that are using, managing and searching
for the fee), or compose a message to send 123 to look up the
service in use.. These measures to protect customers' rights can
directly affect the Vinaphone's revenue. However, this drastic
deployment of VNPT VinaPhone showed that this network is
willing to sacrifice immediate benefits to respect customers'
interests. That's exactly what millions of users are expecting
from telecom operators in general.