Marketing play an important roles in business. It not only helps company identify the demand of customers, but also orientate the development of product to help company work more effectively. Marketing can be defined as “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (American Marketing Association Board of Director) Base on this definition, Marketing is the set of activities and processes with the purpose that: satisfy the customers, clients, partners and society. In general, it can be said that marketing is the process that combine all company activities to satisfy the customers and, in the end, get profit from customer’s satisfaction. 2. Element in marketing process:
Marketing process includes five elements: analysis situation, marketing strategy, marketing mix decision and implementation and control. Analysis situation is first step in marketing process. In this step, company has to collect information, data and figure to understand internal and external environment. Based on the result of the analysis, company can predict the trend of market and compute that whether its ability can adapt with the market or not. In order to carry out this step, the company can do three analyses below: PESTEL analysis: Political, Economic, Social, Technology, Ecological and Legal are five macro-economic factors. They are very important for company to evaluate the market and decide whether it can develop strongly in this market or not. SWOT analysis: This method helps company identify its strong and weakness, also the opportunity and thread. Understand these things can make company developing more stable and limit the risk. It can use the strong to limit the thread and the opportunity to improve the Strong and remove weakness. The meaning of the SWOT analysis can be described in the idiom “He who sees through life and death will meet most success” 5C analysis: 5 C means: company, customers, competitors, collaborators and Climate. In these things, “company” helps the firms understand the internal environment, and 4 other help it understand the external environment. All of three analysis methods will help company understand the situation to create the suitable strategy in marketing plan to get achievement. The second step in marketing process is marketing strategy. Of course, after finish situation analysis, company has to make strategy decision in marketing base on the analysis result. In this step, company has to identify the requirement of market and choose the suitable strategy to run business. It has to do the segmentation, the target market selection, the positioning the product and the proposition to the target market. In next step, the firm has to design tactical plan to achieve the purpose. It will make decision for the marketing mix. It includes: 4 P: Price – Place of distribution – Production – Promotion. When these things are completed, company will go to the final step: implement and controlling. Because the demand of market can change quickly, company has to monitor all the changes of market to have the change in marketing mix to adapt with the market and create the competitive advantage with competitor.
II. Marketing orientation:
Marketing orientation is a company philosophy aim to meet the needs and wants of customers. There are five type of marketing orientation: * Product orientation
* Production orientation
* Market Orientation
* Sales Orientation
* Social Orientation
a. Product orientation:
Product orientation is one of the marketing concepts, which focus on the product innovation to satisfy demand of customers. b. Production orientation:
This kind of orientation focuses to the quantity of product. It existed in 1950s – the development...