Nguyễn Khoa Hùng – 31231020013

MTP001- Mid-term_STT08

Câu 1:

- Through generating and exchanging value with others, people and organisations can get
what they need and want through the social and management process of marketing. In a
more focused company setting, marketing entails creating valuable, profitable exchange
partnerships with clients. Therefore, marketing is the process by which businesses interact
with clients, establish trusting bonds with them, and provide value to them in order to obtain
value from them in return.

- Understanding the Marketplace and Customer Needs and Wants:

o Needs: Including basic requirements like food, clothes, shelter, and safety as well as personal
needs for information and self-expression, needs are states of felt deprivation.
o Wants: Influenced by a person's culture and unique personality, wants are the shapes that
human needs assume. An American in Dhaka, for example, might be hungry but want
McDonald's precisely.
o Demands: These are monetary desires held by people. Depending on their financial situation,
consumers desire goods that provide the greatest value and enjoyment.
- Designing a Customer-Driven Marketing Strategy:
o Selecting Customers to Serve: The business determines which market segments to focus on. It
determines who it will serve by taking into account variables such as demand kind, level, and
timing.
o Choosing a Value Proposition: Businesses set themselves apart by determining how they will
cater to their clientele. A compelling value proposition lays forth the merits and advantages that
clients are assured of receiving.
- Constructing an Integrated Marketing Plan:
o This step entails developing a thorough marketing strategy that offers exceptional value.
Decisions about product development, cost, distribution, and marketing are included.
- Building Profitable Relationships:
o Businesses want to build enduring ties with their clients. By continuously providing value and
attending to client demands, they increase equity and customer loyalty.
- Capturing Value from Customers:
o In the end, marketing seeks to provide customers with value while obtaining value for itself.
This entails meeting the demands of the client, building confidence, and guaranteeing client
happiness.

Câu 2:

1. High Involvement: Consumer involvement in complex purchase behaviour is usually high.

forth order to make wise judgements, consumers put forth time, energy, and research.
Marketers need to be aware of this and adjust their approaches accordingly.
2. Multiple Stages:
- Problem Identification: Customers recognise a need or issue.
- Information Gathering: They look for information online, from friends, and from reviews, among
other places.
- Alternatives are evaluated by consumers by contrasting them according to features, advantages,
and disadvantages.
- Purchase Decision: An ultimate decision has been made.
- After making a purchase, consumers assess their level of satisfaction.
` 3. Implications for Marketing:
 - Content marketing: Give thorough details on the product, its advantages, and how it addresses
the issue facing the customer.
- Personalization: Recognise each person's requirements and preferences in order to provide
pertinent answers.
- Influencer marketing: Use advocates to help customers with their research.
3. Risk Perception: Perceived risks (financial, societal, and performance) are involved in complex
decisions. Marketers need to reduce these risks by using testimonials, assurances, and
warranties.
4. Segmentation: Marketers divide up their customer base according to how they purchase.
Marketing campaigns can be more successfully tailored when complex buyers are understood.
In conclusion, marketers may develop targeted strategies, foster trust, and raise customer happiness by
understanding complex consumer behaviour.