Assignment submission 1 FRONT SHEET Qualification BTEC Level 4 HND Diploma in Business Unit number and title Unit 2 Marketing Essentials

ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
Submission date 2/10/2020 Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name Phan Nguyen Minh Hieu Student ID GBD191265
Class GBD0805B Assessor name Nguyen Thi Kieu Trang
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.
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Table of Contents
I. Introduction: ................................................................................................................................................ 4
II. The definition and basic concept about marketing ..................................................................................... 5
1. The definition of Marketing ...................................................................................................................... 5
2. Five stages in Marketing process: ............................................................................................................. 5
a. Determine needs and wants: ................................................................................................................ 6
b. Design customer driven marketing strategy: .................................................................................... 6
c. Construct marketing program that delivers superior value:................................................................. 8
d. Build relationships and delight the customer: .................................................................................. 9
e. Capture value from customer to achieve profits: ........................................................................... 10
III. Marketing environment (Micro and Macro Environment) influences the roles and responsibilities of
Marketing in a B2B company ............................................................................................................................. 10
1. Micro Environment: ................................................................................................................................ 11
Suppliers: .................................................................................................................................................... 11
Mkt intermediaries: ................................................................................................................................... 11
Customers: ................................................................................................................................................. 11
Competitors: .............................................................................................................................................. 12
Public: ......................................................................................................................................................... 12
2. Macro Environment: ............................................................................................................................... 12
Political: ...................................................................................................................................................... 12
Economy: .................................................................................................................................................... 13
Social: ......................................................................................................................................................... 13
Technology: ................................................................................................................................................ 13
Environmental: ........................................................................................................................................... 13
Legal: .......................................................................................................................................................... 14
IV. An explanation of the role of marketing and how this department helps the company to overcome
issues .................................................................................................................................................................. 14
V. Roles of marketing within both a B2C and B2B context. ........................................................................... 14
1. The definition B2B and B2C: ................................................................................................................... 14
2. Different roles of marketing in B2B and B2C .......................................................................................... 14
VI. The interrelationships of Marketing with other functional units. ............................................................. 15
VII. Conclusions ............................................................................................................................................. 18

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VIII. Reference ................................................................................................................................................ 18
Bibliography ....................................................................................................................................................... 18
I. Introduction:
Currently, Marketing has become an indispensable tool to make products of companies easily
accessible to customers. If businesses have a clear marketing strategies, their sales will increase
significantly and their customers will also be provided with accurate information about products they
will use. As a Head of Marketing Department of VRG Company, this report clarify the important
role of Marketing function and also points out its relationships with other functions of the
company.
Company name Vietnam Rubber Group (VRG)
The head office/
address
236 Nam Ky Khoi Nghia – District 3 - TP. HCM, Viet Nam
The wedsite
address
vnrubbergroup.com
Tel no
(04) 39 427 091
Fax no (84 4) 39 427 091 – (84 4) 39 427 093
Products/ Service
Porfolio
 Main sector: Planting, processing and trading in rubber,
processing artificial wood; rubber industry.
Brief history Industry Group Vietnam Rubber (VRG) established in 1975, after many
changes organization model and name; day December 26, 2017,
Prime Minister Government has approved the plan Equitization - Cong
Group Vietnam Rubber Industry. 22/05/2018, the Group organized
First General Meeting of Shareholders, out the eye of INDUSTRIAL
CORPORATION VIETNAM RUBBER – COMPANY SHARE and officially
transferred through model operations Joint Stock Company from the
date June 1, 2018.
Structure of
ownerships
Joint Stock Company
Table 1 Company Introduction