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UNIVERSITY OF ECONOMICS
CENTER FOR INTERNATIONAL EDUCATION
ASSIGNMENT A1
MARKETING PRINCIPLES
Contents
I. Lo1 ................................................................................................................... 2
1. Task 1.1: Explain the various elements of the marketing process. ........... 2
2. Task 1.2: Evaluate the benefits and costs of marketing orientation for a
selected organization. .......................................................................................7
II. LO2 ................................................................................................................. 8
3. Task 2.1: Show marco and micro enviromental factors which influence
marketing decisions ......................................................................................... 8
a. PESTEL analysis of CIE ........................................................................... 8
4. Task 2.2: Propose segmentation criteria to be used for products in
different markets. ........................................................................................... 10
5. task 2.3: Choose a targeting strategy for a selected product/service. .... 13
6. task 2.4: Demonstrate how buyer behaviour affects marketing activities
in different buying situations......................................................................... 14
III. References.................................................................................................... 16
2
I. LO1
Needs
Needs are easier to define but very according to social needs, physical
needs, individual needs and other factors. The job of marketers is to
understand the needs of the customers. Human needs are the basic
requirements and include food clothing and shelter. Without these
human cannot survive. The products which are under the needs
category do not require push. By supplying more closely for the needs
of customers, it is mostly successful for the companies which
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understand the reasons why the customers make the decisions such as
what they buy and how they buy. (N.a, 2014)
Wants
A difference is frequently made between needs and wants. "The
marketing concept is the attitude that business decisions should be
based on what the consumer wants." (N.A, 2010). Wants are a step
ahead of customers' needs and also largely depend on the needs of the
customers themselves. They are the form of human needs shaped by
culture and individual personality (Class notes). For some customers,
the wants are simple. On the other hand, other customers may be more
specific in their wants.
Demands
A step ahead of wants is demands. When a customer wants something
which is the best, and also the customer has the ability to buy it, then
these wants are changed into demands. The main difference between
wants and demands is customers' desire.
Customer's Satisfaction
Customer's satisfaction is a marketing term that relations how
products or services supplied by a company meet a customer's
4
Marketing Process
The marketing process is the process of analyzing market
opportunities, selecting target markets, developing the marketing mix,
and managing the marketing effort. Target customers stand at the
center of the marketing process.
2. Marketing Objectives
The objective is the starting point of the marketing plan. Marketing
objectives are goals for the organization which wants to be successful
when encouraging its products or services to customers. They should
always support the company's mission and goals. They are important
because they can show how the company will benefit from marketing,
training the employees and managing (Pendergrass, 2013). Every
effective goals and objectives are defined by the SMART criteria.
Specific
Measurable
Agreed and Attainable
Relevant and Realistic
Timetable (class notes)
For example: to increase 50 students per month in 2014 to crop at least
70% well-trained students in 2016
3. Marketing Strategy
A strategy is a long-term plan to achieve certain objectives. Therefore
a marketing strategy is a marketing plan considered to achieve
marketing objectives. STP marketing is a three- step approach to build
a target marketing plan. S is for segmentation, T is for targeting and P
for positioning (Kokemuller, n.d).
companies to classify the market segments that fit the best with their
products. (Hanks,2014) states that "Positioning includes the
development of a product that the selected target market segment
views as unique when compared to similar products in the industry."
4. Marketing Mix
Marketing mix is the combination of seven variables under a
company's control that can be worked to achieve marketing objectives.
Marketing managers use this to produce the best response in the target
market. It is important to understand that the marketing mix
principles are manageable. (N.A ,2014)
Product
Price
Place
Promotion
People
Process
Physical Evidence
5. Implementation and Control
An effective strategic implementation can determine the outcome of
marketing planning. The effectiveness of implementation may be
improved by the management of the planning process by building
promise and ownership of the plan and its implementation. (N.A, 2013)
7
II. LO2
Legal
The organization like CIE has to pay 10% tax for the government.
They have to care about the visa for the lecture or students when
they go abroad and they also have to check the qualification of the
program.
Vietnam is better than the North or the South, it not too hot or too
cold. This is also one of the reason people want to study there.
2.Demographic Segmentation include: age, family size, family life
cycle, gender, income, occupation, education, religion, race,
generation, nationality, and social class. One reason demographic
variables are so popular with marketers is that theyre often associated
with consumer needs and wants.
About gender, both male and female are the genders Sunderland and
Keuka focusing on.
Each company have to consider the income levels of their target
markets before they want to develop pricing strategies for their brands
and products, they consider the income levels of their target markets.
Salary, or income level, is one of a demographic segmentation that
businesses use when they prepare to introduce a product to the
market or initiate a sale.
Sunderland and Keuka program are trying to concentrate on those
people who has the high level of income, good economic background
because the fee in these 2 schools are quite high, about 300 million
VND for four years (study in Viet Nam) in comparison with another
universities.
About Ages, Age plays an integral role in how companies promote
their products online and offline. The suitable age for the marketing
plans of SUD and KEU is from 16 to 25. Furthermore, it also focuses
on the parents who are from 40-60 who will decide which school is
better for their children and is directly pays for the school fee.
Martial Status
A organization might discover that married individuals are more
willing to pay higher prices than single individuals, because of that,
Sunderland and Keuka focus on those people who have a good
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economic background so they could pay for the fee although it higher
than other university.
Multicultural marketing is an approach recognizing that different
ethnic and cultural segments have sufficiently different needs and
wants to require targeted marketing activities. Sunderland University
should know about the culture of Viet Nam, it is also one of the
elements necessary to open school in VN.
3. Benefit segmentation
When join in this program, people can get some benefit like:
International qualifications: after graduate, people can get the
certificate which provided by The Sunderland University in the UK
Getting high-opportunity to get jobs,
English skills, team working, and Leadership skills
Transitional work opportunities to go abroad .
People can also exchange the culture of their country
Sometimes, they organize some extracurricular activities like:
team building, charity, decathlon, or the newest amazing race.
4. Behavioral Segmentation
In behavioral segmentation, marketers divide customers into groups
on the basis of their knowledge of, attitude toward, use of, or response
to a product.
Needs and benefits.
Not everyone who chooses school has the same needs or wants the
same benefits from it.
Sunderland and Keuka focuses on the families who have desire to
encourage their children study in the professional and developing
environment. They need the foreign educational techniques to help
their children, or they want the students to be adaptable with the
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Evaluation of alternatives
When the information collected, the students will be able to evaluate
the different alternatives that offer to them, evaluate the most suitable
to their needs and choose the one they think its best for them.
Students and families will set of the features of the course of CIE with
a probability of being studied by students such as modern technology
and equipment, absolute English environment, friendly staff and high
quality of foreign teachers, the necessary skills to enter the business
environment challenging, certificate from UK or US.
Purchase decision and Post purchase evaluation.
This is an evaluation stage. This involves the process of the intention
to purchase the product. The consumer would consider what brand
would be the best option. Students could change their mind and
choose another school if a friend or relative of the student expresses a
strong negative opinion such as impolite attitude of staff, problems
about tuition and degree. In post purchase evaluation. This time
consumers will compare what they have experienced with what they
expect to receive. Consumers will take further decision based on
satisfaction or dissatisfaction of the product. This is based on whether
the supplier met the expectations of the consumer. After the students
enrolled and studied in the Center for International Education, CIE
will prove to people high quality of the program, so that the current
students of CIE will evaluate the adequacy with their original needs
such as modern infrastructure belonged with the expert lectures,
friendly lectures, outside activities, degree. Now all students is
studying in the Center for International Education feeling satisfaction
about teaching quality, lectures as well as degree and they will
introduce to their friends or relatives.
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III. REFERENCES
Kotler. P, (2010) what is marketing? How 10 Experts Define It, [Online]. Available at
<http://www.skylinetradeshowtips.com/what-is-marketing-how-10-experts-define-
it/>