Unit 2 Marketing Essentials- Assignment

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ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
Submission date 2/8/2019 Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name Nguyen Duong Hong Phuc Student ID GBD18462
Class GBD0805.2 Assessor name
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.
Student’s signature
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Introduction
Nowadays, with the development of production. The customer has more choise and are more
fastidious. Therefore, marketing gradually because most important with the survival of
organization. In the simple way, marketing is putting the product into customer’s brain and building
the relationship with customer. This process includes all of customer-oriented active to satisfy
client, then developing organization by this progression. In this assignment, the role of marketing
will be analysis, thereby asserting the passing of marketing.
I. Definition & concepts
1. Definition and function
Marketing is the activity, set of organizations and structures to create, communicate, deliver an
d exchange offers which value customers, customers, associates and the whole community
(American Marketing Association, 2007). In the simple way, this process include four actives of
marketing.
. Creating: The process of working with providers and clients to develop value-
added offers
This process is B2B and B2C. Both of them are two types commercial transactions. In business
B2B and B2C are the basic process which increase value and get profit. Therefore, marketing is
the bridge to connect Business and Business, Business and Costomer then working and
maintaining this relationship. The definition and comparing of B2B and B2B will be analysis below.
. Communicating: the connection between customer with organization, describing those
services then improve those services by customer’s feedback
This includes the creation of a message, the selection of a communication channel, the
transmission of a message and feedback. Marketing strategies may also include an assessment
of the economic market to determine customer demand power and product delivery by competing
businesses. This assessment enables companies know how to distinguish their communication
or marketing posts from other advertisements.
. Delivering: Increasing the value of those offerings to customer
A value-added offer is much more than just bringing the item into the user's palms; it also ensures
that the customer knows how to get the most out of the item and is given advantage of when he
or she subsequently needs assistance. Value is partially supplied via the supply chain of a
company.
. Exchanging:
Flowing to (Friesner, 2019), in marketing, this process bring up relationship with customer by
delivering value to the customer. The longer relationship between customer can make the biggest

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profits for organization. More specifically, when they supply the offering to the customer , it’s not
only give the service into the hard of client, but also take care of them in the service later to
develop the relation ship and make a loyal customer.
2. The marketing concept
The marketing concept
3. Production concept
Following to (Bhasin, 2019), this concept is the oldest model in business which was the staring of
Capitalism to the mid 1950’s. In the part, production concept is common because the market was
dominated by many a production oriented business. Nowadays, this concept still remain for target
customer who will like the product that is availability and have good price. It’s also effective in two
circumstance:
When the product’s demand is bigger than supply
Nowadays , with the increase of production, this case is hard to exist in long time because It’s
really hard to dominate the market of product. When they create totally new product which did not
be create before, maybe they can dominate this product in a period of time but it’s not too long
because their competitor will copy their idea then develop them and get their market by better
marketing plan. For example, in the 1990’s, Biti’s succeed with production concept and get
quantity product such as a target in production then with the power of production Biti’s dominated
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the sandal market and became familiar with 7x, 8x generation. But in 20th century, when the
Vietnam’s economy is increase by the entry of international brands, the market of Biti’s was be
smaller and it can not dominated the market similar to 1990’s
The taken a toll of the item is exceptionally tall, which needs the power of production to
safe the cost.
This concept is effective with model production which produce quantity product. Production
concept still remain for small business such as product machining. This concept most success in
China where have cheapest worker. The factory will produce quantity product (shoes, clothes...)
then sell to neighbor country with cheap price then the seller with get profits by raise price of
product. In Vietnam, the model of get the supply from China supplier become popular for small
shop because it easy to begin or can get much profits. Therefore production concept still effective
and become common in China.
4. Product concept
According to (Subhi, 2019), Product concept, as the name indicates, the idea of the product
focuses on product characteristics, quality and efficiency. In other words, the product concept says
that customers, in terms of their requirements and quality, will prefer those products that are
superior to other products on the market, meaning that the marketer is conscious that whether or
not the product provided will meet demand or whether or not the product design will boost
revenues.
In advantage angle, the company that follow this concept can make the difference point with
competitor and can create the distinct market. Product concept can bring huge profits from loyal
consumer who willing to pay for high-class product. Such as Apple, the product of Apple (Iphone,
Ipad, Imac,...) create the secluded market for Apple on the flagship product. Apple focuses on
their product quality and performance to satisfy consumer. Therefore, the company’s market is
the upper layer consumer who care about quality. Apple product has been became a symbol or
the trend in the world, it’s also create the huge group of consumer- calling Ifan.
On the other hand, product concept require the company invest a lot of resources such as budget,
time and grey matter of manpower to research the demand of consumer or the revolution of
product. In this way, this concept requires continuous development in the idea target of company.
The company that follow this concept can lead to shortcomings in the practice of marketing
management, make management only focus on the product and miss the needs and demand of
customer. Vertu loyal with their idea then don’t change their product and miss the ‘’ smart phone’’
trend.
For example, following (Brand Vietnam, 2019), Vertu- the company product luxury phone has
been close on 14/07/2018 and it’s the end of 16 gold year of this brand. Vertu was the brand of
luxury and their target customer is rich people who will pay of the luxury phone. Their target idea,