Student: NGÔ VŨ MINH THƯ

Student ID: 2042219230

Cohort: K59CA
Semester: II
Academic year: 2020-2021
Headteacher: Phạm Hùng Cường

CHAPTER 2: DEVELOPING MARKETING

STRATEGIES AND PLANS

I. Consumer behaviour
1. What is consumer behaviour?
Consumer behaviour is the study of how individuals or groups
buy, use and dispose of goods, services, ideas or experiences to
satisfy their needs and wants.
2. The factors which influence consumer behaviour:
 Individual: lifestyle, personality, occupation, age and life-cycle
stage,…
 Social: family, reference groups ( membership groups, primary
groups, secondary groups, aspirational groups), roles and status,…
 Cultural: subculture, social class system,…
 Psychological: motivation, perception, learning, beliefs and
attitudes
- Motivation:
+ Freud’s theory : behavior is guided by subconscious
motivations.
+ Maslow’s Hierarchy of needs : behavior is driven by lowest,
unmet need
+ Herzberg’s Two-factor theory : behavior is guided by
motivating and hygiene factors
3. The factors which affect buyer-supplier relationships:
+ Availability of alternatives
 + Importance of supply
+ Complexity of supply
+ Supply market dynamism
4. Organisational levels
+ Corporate level
+ Division level
+ Business unit level
+ Product level
II. Marketing plan
1. What is a marketing plan?
The marketing plan is the central instrument for directing and
coordinating the marketing effort.
The marketing plan includes:
+ An overview of your business’s marketing and advertising goals.
+ A description of your business’s current marketing position.
+ A description of your business;s target market and customer
needs.
+ A timeline of when tasks within your strategy will be completed.
+ Key performance indicators you will be tracking.
2. Planning activities:
+ Defining the corporate mission
+ Defining the business
+ Assigning resources to each SBU
+ Assessing growth opportunities
III. SWOT Analysis
1. What is a SWOT Analysis?
SWOT stands for Strengths, Weaknesses, Opportunities, and
Threats and SWOT Analysis is a technique for assessing these
four aspects of your business. You can use SWOT Analysis to
make the most of what you’ve got, to your organization’s best
advantage.
 Strengths: are things that your organization does
particularly well or in a way that distinguishes other
organizations. Think about what do you do well? What
unique resources ca you draw on?
  Weaknesses: are inherent features of your organization, so
focus on people, resources, systems and procedures. Think
about what you could improve and the sorts of practice
you should avoid, What do you have fewer resources than
others?
 Opportunities: are openings or chances for something
positive to happen. Think about good opportunities you
can spot immediately. What opportunities are open to
you? How can you turn your strengths into opportunities?
 Threats: include anything that can negatively affect your
business from the outside. It’s vitaal to anticipate threats
and to take action against them before you become a
victim of them. Think about : What threats could harm
you? What is your competition doing? What threats do
your weaknesses expose to you?
In conclusion, SWOT Analysis helps tou to build on what you do well,
to address what you’re lacking, to minimize risks, and to take the
greatest posible advantage of chances for success.
IV. Contents of a marketing plan
Marketing planning involves selecting a marketing strategy and the
tactics to implement it to reach a defined set a goals. It focuses on the
shorter-ter, often one year. In addition, it tends to detail line by line
expense budgets and tactical approaches.
Section Purpose
Executive summary Presents a brief overview of the
proposed plan for quick
management review

Current marketing situation Presents relevant background data

Threats and opportunity analysis
on the market, product,
competition
Identifies the main threats and
opportunities that might impact
the product
Objecttives and issues Defines the company’s objectives
for the product in sales, market
share, and profit, and the issues
that will affect these objectives.

Marketing strategy Presents the broad marketing

approach that will be used to
achieve the plan’s objectives.

Action programs Specifies what will be done, who

will do it, when it is done, and
how much it will cost.

Budgets A projected profit and loss

statement that forecasts the
expected financial outcomes from
the plan.

Controls Indicates how the progress of the

plan will be monitored.

V. Digital branding
There are 9 elements of digital branding:
 Logo
 Website
 Brand messaging
 SEO
 Social network
 Email marketing
 Online ad
 Content marketing
 Influencer marketing
Student: NGÔ VŨ MINH THƯ
Student ID: 2042219230
Cohort: K59CA
Semester: II
Academic year: 2020-2021
Headteacher: Phạm Hùng Cường

CHAPTER 3: THE VALUE OF SEGMENTATION AND

TARGETING

1. Segmentation process:
Market segmentation is the process of dividing a target market into
smaller, more defined categories. It segments customers and audiences
into groups that share similar characteristics such as demographics,
interests, needs, or location. Market should not be segmented on the
basis of guesses or hunch estimation. A proper basis and process should
be followed for it. The main task are information collection, survey,
analysis of information, profile preparation and selection of market
segments. Here are steps for market segmentation:
a. Survey
Collecting information through survey is the first stage of market
segmentation. While collecting information, special attention should be
paid to customers’ need, interest, characters, features of product, brand
awareness, product using style, customers’ tendency towards
classification of goods, geographical and psychological features of
customers etc. Besides this, information about education, age, fashion,
practice and custom, religion, purchasing power, purchasing behavior,
buying motives, purpose etc. should be collected.
b. Analyse:
After the information has been collected through survey, it should be
carefully studied and analyzed. Proper statistical tools should be used to
analyze the information. The demand affecting variables should be
classified into special and general categories. Such variables should be
analyzed in context of customers’ need and their characters.
c. Profiling:
In the third stage, market segmentation profile should be prepared by
identifying the basis of market segmentation. Profiles of each segment
should be prepared on the basis of customers’ need and their character.
Character and need of the customers of each segment can be identified
by studying the profiles. Preparing profiles of each market segment in
several alternatives of market segments can be found from which better
alternative can be selected.
cccd. Selection of the market segment:
Selection of market segmentation is the final stage of market
segmentation process. In this stage, the profile of market segmentation is
evaluated carefully and one or more market segments are selected. The
selected market segments are the targeted market of business
organizations.
2. Modes of marketing communications:
Marketing communications are ways that organisation inform their
customers about their newest product directly or indirectly. There are
eight forms of marketing communication:
 Advertising: It is an indirect, paid method used by the firms to
inform the customers about their goods and services, for example:
TV and radio ads, social media( Facebook ads), online website
( Google ads, Youtube ads)…
 Sales promotion: The sales promotion includes the several short-
term incentives to persuade the customers to initiate the purchase
of the goods and services. This promotion technique not only
helps in retaining the existing customers but also attract the new
ones with the additional benefits.Rebates, discounts, paybacks,
Buy- one –get- one free scheme, coupons, etc. are some of the
sales promotion tools.
 Events and experiences
 Public relation and publicity
 Direct marketing
 Interactive marketing
 Word-of-mouth marketing
 Personal selling