Online Advertising – Effective Cost Saving Solution for Cb Richard Ellis (Vietnam) Co., Ltd

Topics: Marketing, Internet marketing, Online advertising Pages: 22 (7317 words) Published: March 10, 2013
University of Economics Ho Chi Minh City
Faculty of Commerce – Tourism – Marketing
Class Foreign Trade 1 – Cohort 34

Graduation Thesis
“Online Advertising – Effective Cost Saving Solution For CB Richard Ellis (Vietnam) Co., Ltd.”

Lecturer: Mrs. Ta Thi My Linh, PhD.
Reporter: Le Thi Hieu


In recent years, real estate market has experienced ups and downs. The fluctuation of real estate market has caused headache for not only developers but also consultancy agency. CB Richard Ellis (Vietnam) is one of the top consultancy agencies in Vietnam. As other companies in the industry, it has suffered the market changes. 2011 is the year which started a rough journey in real estate market. Most companies have reduced or cut their cost, including marketing cost to survive with the market. The writer has opportunities to work for the company for 6 months and has seen how the company has managed and applied new marketing strategy to reduce cost and maximize efficiency. Purpose of the thesis:

This thesis is conducted to study the current used marketing tools of CB Richard Ellis (Vietnam) and suggest new applied tools to save cost and increase efficiency in current market situation. Scope of thesis:

The current applied marketing tools and its cost in 2011, only in CB Richard Ellis Vietnam, Hochiminh office Method:
Quantity and quality analysis.
This thesis includes three chapters as follows:
Chapter 1: Basic theories
Chapter 2: 2011 overview of business result and marketing efficiency. Chapter 3: Applying online marketing in saving marketing expense in CB Richard Ellis (Vietnam) in 2012

* Chapter 1:
Theory of marketing:
1.1.1. Definition:
The term marketing has changed and evolved over a period of time, today marketing is based around providing continual benefits to the customer, these benefits will be provided and a transactional exchange will take place. Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process' Within this exchange transaction customers will only exchange what they value (money) if they feel that their needs are being fully satisfied, clearly the greater the benefit provided the higher transactional value an organization can charge. Marketing is defined by the AMA as "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." This replaces the previous definition, which still appears in the AMA's dictionary: "an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should...
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