Marketing Strategies and Service Management
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This assignment requires students to analyze various marketing concepts, including the 7Ps, servicescape, and boundary-spanning roles. Case studies of Nike, Adidas, and Bitis are provided to illustrate different strategies and approaches in service management. Students must apply theoretical knowledge to real-world scenarios, demonstrating their understanding of marketing principles and practices.
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ASSIGNMENT 2 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
Submission date Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name Võ Minh Anh Student ID GBS200287
Class GBS0812 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
Grading grid
P3 M3
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
Submission date Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name Võ Minh Anh Student ID GBS200287
Class GBS0812 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
Grading grid
P3 M3
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Table of Contents
I. Introduction .......................................................................................................................................................... 4
II. The extented marketing mix (7Ps) theory and concepts: ..................................................................................... 4
1. What is marketing mix? .................................................................................................................................... 4
2. Roles and responsibilities within an organization ............................................................................................ 5
3. The extented marketing mix (7Ps) .................................................................................................................... 5
3.1. Product...................................................................................................................................................... 5
3.2. Price .......................................................................................................................................................... 9
3.3. Place ........................................................................................................................................................ 12
3.4. Promotion ............................................................................................................................................... 13
3.5. Process .................................................................................................................................................... 15
3.6. People ..................................................................................................................................................... 18
3.7. Physic evidence ....................................................................................................................................... 20
III. Examples and practices about how different organizations utilize each element of the marketing mix ...... 22
IV. Analyze and evaluate marketing mix tactics applied by organizations through practical cases. ................... 28
1. Product............................................................................................................................................................ 28
2. Price ................................................................................................................................................................ 30
3. Place ................................................................................................................................................................ 30
4. Promotion ....................................................................................................................................................... 31
5. Process ............................................................................................................................................................ 32
6. People ............................................................................................................................................................. 32
7. Physical evidence ............................................................................................................................................ 32
Evaluate .................................................................................................................................................................. 33
V. Conclusion........................................................................................................................................................... 33
VI. References ...................................................................................................................................................... 33
I. Introduction .......................................................................................................................................................... 4
II. The extented marketing mix (7Ps) theory and concepts: ..................................................................................... 4
1. What is marketing mix? .................................................................................................................................... 4
2. Roles and responsibilities within an organization ............................................................................................ 5
3. The extented marketing mix (7Ps) .................................................................................................................... 5
3.1. Product...................................................................................................................................................... 5
3.2. Price .......................................................................................................................................................... 9
3.3. Place ........................................................................................................................................................ 12
3.4. Promotion ............................................................................................................................................... 13
3.5. Process .................................................................................................................................................... 15
3.6. People ..................................................................................................................................................... 18
3.7. Physic evidence ....................................................................................................................................... 20
III. Examples and practices about how different organizations utilize each element of the marketing mix ...... 22
IV. Analyze and evaluate marketing mix tactics applied by organizations through practical cases. ................... 28
1. Product............................................................................................................................................................ 28
2. Price ................................................................................................................................................................ 30
3. Place ................................................................................................................................................................ 30
4. Promotion ....................................................................................................................................................... 31
5. Process ............................................................................................................................................................ 32
6. People ............................................................................................................................................................. 32
7. Physical evidence ............................................................................................................................................ 32
Evaluate .................................................................................................................................................................. 33
V. Conclusion........................................................................................................................................................... 33
VI. References ...................................................................................................................................................... 33
I. Introduction
In the first report, the BOD has understood the important of the marketing department in organization. In
this report, as a new member of marketing department of company X, my duty assign to conduct a small
study in order to review the various ways in which the competitors use the marketing mix to achieve their
overall business objectives. So that the marketing team build a strategic marketing plan for a new product
line, which will be launched in the next 3 months.
II. The extented marketing mix (7Ps) theory and concepts:
1. What is marketing mix?
According to Philip Kolter & Gary Armstrong (2012,p.76), marketing mix is Is the set of marketing
plan tools that companies mix to produce the response individuals want in the target market. The
marketing mix is everything that the company can do to affect the demand for its product.
Marketers can collect the many possibilities into four groups of variables-the four Ps which are
Product, Price, Place,and Promotion.
• The extented marketing mix- from 4Ps to 7Ps
At first, original marketing mix was created by E. Jerome McCarthy (1960) and after 20 years this
model was expanded into 7 elements by Booms & Bitner (1981) which add new 3 elements to 4Ps
concept. These elements are people, process, and physical evidence that focus on not only
products but also the services. And originally developed for the service industry.
Source: UPLEVO, nd
In the first report, the BOD has understood the important of the marketing department in organization. In
this report, as a new member of marketing department of company X, my duty assign to conduct a small
study in order to review the various ways in which the competitors use the marketing mix to achieve their
overall business objectives. So that the marketing team build a strategic marketing plan for a new product
line, which will be launched in the next 3 months.
II. The extented marketing mix (7Ps) theory and concepts:
1. What is marketing mix?
According to Philip Kolter & Gary Armstrong (2012,p.76), marketing mix is Is the set of marketing
plan tools that companies mix to produce the response individuals want in the target market. The
marketing mix is everything that the company can do to affect the demand for its product.
Marketers can collect the many possibilities into four groups of variables-the four Ps which are
Product, Price, Place,and Promotion.
• The extented marketing mix- from 4Ps to 7Ps
At first, original marketing mix was created by E. Jerome McCarthy (1960) and after 20 years this
model was expanded into 7 elements by Booms & Bitner (1981) which add new 3 elements to 4Ps
concept. These elements are people, process, and physical evidence that focus on not only
products but also the services. And originally developed for the service industry.
Source: UPLEVO, nd
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2. Roles and responsibilities within an organization
Philip Kolter & Gary Armstrong(2012) pointed out that marketing is a process that creat value as
well as build strong relationship with customer in order to capture customers’s value in return.
And marketing is a part of this process after determining overall marketing stratergy. Planning a
good marketing will bring many benefits for organization. The first role of the marketing mix is
assist marketers understand what produce or service can offer to customer and plan a best
product offering by defining the needs and wants of target customer. Secondly, it is also
contribute to plan, develop, and execute a long term marketing strategies effectively because not
only considering product but also other 6 elements to make sure customer can capture the value
that are setted by the company. Moreover, marketing mix help to recognize the strength to use it
maximum and the weakness as well as threats to avoid and reduce the unnecessary costs for the
firms. Forcasting the risks find the ways to face or avoid that minimize the consequences.
Fourthly, it decide whether the product or service fits customers. Finally, it help the marketers
know when and how to promote the products or services.
3. The extented marketing mix (7Ps)
3.1. Product
• Definition: Product is something that can be sold to a consumer to fulfill a need or desire for
attention, acquisition, use or consumption. Productions include more than just tangible objects,
such as smartphones, clothes, …. Broadly defined, products also include services, events,
persons, places, organizations , ideas or a combination of them. Services are a type of product
consisting of selling operations, rewards or satisfactions that are basically intangible and do not
lead to ownership such as banking, hotel,… . Usually, market offering of the company comprises
tangible items and intangible services. Though some firms only produce tangible items and some
other only provide seriveces. Both tangible and intagible product is created to meet the needs of
customers. (Philip Kolter & Gary Armstrong,2012, p.248)
Philip Kolter & Gary Armstrong(2012) pointed out that marketing is a process that creat value as
well as build strong relationship with customer in order to capture customers’s value in return.
And marketing is a part of this process after determining overall marketing stratergy. Planning a
good marketing will bring many benefits for organization. The first role of the marketing mix is
assist marketers understand what produce or service can offer to customer and plan a best
product offering by defining the needs and wants of target customer. Secondly, it is also
contribute to plan, develop, and execute a long term marketing strategies effectively because not
only considering product but also other 6 elements to make sure customer can capture the value
that are setted by the company. Moreover, marketing mix help to recognize the strength to use it
maximum and the weakness as well as threats to avoid and reduce the unnecessary costs for the
firms. Forcasting the risks find the ways to face or avoid that minimize the consequences.
Fourthly, it decide whether the product or service fits customers. Finally, it help the marketers
know when and how to promote the products or services.
3. The extented marketing mix (7Ps)
3.1. Product
• Definition: Product is something that can be sold to a consumer to fulfill a need or desire for
attention, acquisition, use or consumption. Productions include more than just tangible objects,
such as smartphones, clothes, …. Broadly defined, products also include services, events,
persons, places, organizations , ideas or a combination of them. Services are a type of product
consisting of selling operations, rewards or satisfactions that are basically intangible and do not
lead to ownership such as banking, hotel,… . Usually, market offering of the company comprises
tangible items and intangible services. Though some firms only produce tangible items and some
other only provide seriveces. Both tangible and intagible product is created to meet the needs of
customers. (Philip Kolter & Gary Armstrong,2012, p.248)
Source: Marathon Electric, n.d
• Layers of a products: The product which are established must reach the market’s needs and
follow 3 level of product which are core customer value (1), actual product (2), augmented
product (3). (Philip Kolter & Gary Armstrong,2012, p.250)
Source: Philip Kolter & Gary Armstrong,2012
(1) Core customer value: is the basic need that satisfies the consumer when the product is
purchased. The core benefit from the customer perspective is important to think about. The
best way to do that is to ask, " Fundamentally,why is the consumer purchasing that
product?”. For instance, A cell phone 's key advantage is calling and main benefit of a car is
transport people and goods.
(2) Actual product: The physical good or the service delivered offering the desired benefit; also
includes the product's distinctive features such as its look and style, the packaging and its
brand name. Take the cell phone example, the actual product then consists of the phone
design and characteristics, including: color, packaging, dimension, app ecosystem,….
(3) Augmented product: Any non-physical aspects of the product are the augmented product.
Typical items such as warranty and customer service include the enlarged product. The
augmented product can be a significant way to tailor the product to suit different customers
' requirements. Once again the example of cellphone, the augmented product could have a
12-month guarantee for all customers. Corporate customers can receive a 24-hour
replacement service for damaged mobile.
• Types of product: There are two primary product classifications: consumer (1) and industrial (2)
goods.
(1) Consumer goods: Philip Kolter & Gary Armstrong (2012) have suggested that consumer
products are goods and services purchased for personal consumption by final consumer.
Such goods and services are usually further categorized by marketers based on the way
customers purchase them which comprise convenience, shopping, specialty and unsought
products.
• Layers of a products: The product which are established must reach the market’s needs and
follow 3 level of product which are core customer value (1), actual product (2), augmented
product (3). (Philip Kolter & Gary Armstrong,2012, p.250)
Source: Philip Kolter & Gary Armstrong,2012
(1) Core customer value: is the basic need that satisfies the consumer when the product is
purchased. The core benefit from the customer perspective is important to think about. The
best way to do that is to ask, " Fundamentally,why is the consumer purchasing that
product?”. For instance, A cell phone 's key advantage is calling and main benefit of a car is
transport people and goods.
(2) Actual product: The physical good or the service delivered offering the desired benefit; also
includes the product's distinctive features such as its look and style, the packaging and its
brand name. Take the cell phone example, the actual product then consists of the phone
design and characteristics, including: color, packaging, dimension, app ecosystem,….
(3) Augmented product: Any non-physical aspects of the product are the augmented product.
Typical items such as warranty and customer service include the enlarged product. The
augmented product can be a significant way to tailor the product to suit different customers
' requirements. Once again the example of cellphone, the augmented product could have a
12-month guarantee for all customers. Corporate customers can receive a 24-hour
replacement service for damaged mobile.
• Types of product: There are two primary product classifications: consumer (1) and industrial (2)
goods.
(1) Consumer goods: Philip Kolter & Gary Armstrong (2012) have suggested that consumer
products are goods and services purchased for personal consumption by final consumer.
Such goods and services are usually further categorized by marketers based on the way
customers purchase them which comprise convenience, shopping, specialty and unsought
products.
Source: : Philip Kolter & Gary Armstrong, 2012, Principles od Marketing, p.251
o Comfort products are consumer products and services which generally consumers buy
frequently, promptly, with a minimum of comparison and purchasing effort. Items are typically
low priced and are conveniently accessible in many ways when consumers need them or want
them. For exmample, toiletpaper, candy, fastfood,…
o Shopping products are consumer products and services less commonly purchased that
consumers carefully compare in their matched price, pricing and design. Consumers spend a lot
of time and money in the processing and analysis of details while purchasing shopping goods
and services. Intances involve clothing, cars, furniture,… Marketers in this types of products
usually distribute their goods over fewer channels but offer greater sales assistance to
consumers in their comparison.
o Specialty products are buyer products and services with unique features or brand identification
that are ready for a special purchasing initiative for a significant group of buyers. Examples
comprise paticular car brands, luxury fashion brand, make up, high-end photograghphy
equipments. Generally the consumer does not compare items of specialization. They just invest
the time to meet dealers with the items they are searching for.
o Unsought products are consumer products which are not known or known to market and which
typically are not intended for purchase. Insurance, preplanned funeral servicces and blood
donations are the classical examples. Unsought products need huge advertising , personal selling
and other marketing activities to attract customers.
o Comfort products are consumer products and services which generally consumers buy
frequently, promptly, with a minimum of comparison and purchasing effort. Items are typically
low priced and are conveniently accessible in many ways when consumers need them or want
them. For exmample, toiletpaper, candy, fastfood,…
o Shopping products are consumer products and services less commonly purchased that
consumers carefully compare in their matched price, pricing and design. Consumers spend a lot
of time and money in the processing and analysis of details while purchasing shopping goods
and services. Intances involve clothing, cars, furniture,… Marketers in this types of products
usually distribute their goods over fewer channels but offer greater sales assistance to
consumers in their comparison.
o Specialty products are buyer products and services with unique features or brand identification
that are ready for a special purchasing initiative for a significant group of buyers. Examples
comprise paticular car brands, luxury fashion brand, make up, high-end photograghphy
equipments. Generally the consumer does not compare items of specialization. They just invest
the time to meet dealers with the items they are searching for.
o Unsought products are consumer products which are not known or known to market and which
typically are not intended for purchase. Insurance, preplanned funeral servicces and blood
donations are the classical examples. Unsought products need huge advertising , personal selling
and other marketing activities to attract customers.
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(2) Industrial products: Industrial products are those which have been bought for further
processing or use in a corporation. Three types industries products are: materials and parts,
capital items, and supplies and services. Materials and parts include goods and components
manufactured as well as raw materials such as agricultural products and natural products.
o Capital items, include installations and accessories, are industrial goods that assist
development or operations of a purchaser. Installations require large acquisitions of
the building (factories, offices) and fixed installations (geners, drills, computer
system, evaluators). The accessories include portable manufacturing machinery ,
tools and office equipment (computer, fax machines, desks). They have a shorter life
than installations and help the manufacturing cycle clearly.
o Supplies and services Include operating supplies and repair and maintenance
services. Supplies are industrial feild convience goods, but they are typically
purchased with the minimum effort or contrast. Business services provide repair and
maintenance services and asvisory services for companies. Such services are usually
delivered by contract.
• Product and Service Decision:
The first discussion is about product and service ttributes: The development of a product
involves defining its characteristics like quality, characteristics, style and design. The
product quality is the product or service features that are dependent on its capacity to
meet the customer's stated or implied needs
Source: Philip Kolter & Gary Armstrong, 2012, Principles od Marketing, p.253
Secondly is randing which is an identification of the goods or services of one seller or group of
sellers, a name, symbol, or design , or a combination of these, which distinguishes them from
those of competitors. Branding can add value to a consumer's purchases. A consumer views the
brand as an important part of a product. Brands give their customers meaning and brand
connection develops. The brand thus has significance that goes far beyond the physical
characteristics of a product.
In many ways, branding assists consumers. Brand names allow consumers to identify products
that could benefit them. Brands also speak about product quality and loyalty consumers who
always buy the same brand know that every time they buy it they get the same functionality,
advantages, and price. Branding offers a number of advantages for the retailer too. The logo and
trade mark of the seller provide legal security for the single attribute of the product that rivals
may otherwise copy. The seller to segment markets is assisted by branding. Finally, the brand is
used to create a whole tale on the specific qualities of a product.
processing or use in a corporation. Three types industries products are: materials and parts,
capital items, and supplies and services. Materials and parts include goods and components
manufactured as well as raw materials such as agricultural products and natural products.
o Capital items, include installations and accessories, are industrial goods that assist
development or operations of a purchaser. Installations require large acquisitions of
the building (factories, offices) and fixed installations (geners, drills, computer
system, evaluators). The accessories include portable manufacturing machinery ,
tools and office equipment (computer, fax machines, desks). They have a shorter life
than installations and help the manufacturing cycle clearly.
o Supplies and services Include operating supplies and repair and maintenance
services. Supplies are industrial feild convience goods, but they are typically
purchased with the minimum effort or contrast. Business services provide repair and
maintenance services and asvisory services for companies. Such services are usually
delivered by contract.
• Product and Service Decision:
The first discussion is about product and service ttributes: The development of a product
involves defining its characteristics like quality, characteristics, style and design. The
product quality is the product or service features that are dependent on its capacity to
meet the customer's stated or implied needs
Source: Philip Kolter & Gary Armstrong, 2012, Principles od Marketing, p.253
Secondly is randing which is an identification of the goods or services of one seller or group of
sellers, a name, symbol, or design , or a combination of these, which distinguishes them from
those of competitors. Branding can add value to a consumer's purchases. A consumer views the
brand as an important part of a product. Brands give their customers meaning and brand
connection develops. The brand thus has significance that goes far beyond the physical
characteristics of a product.
In many ways, branding assists consumers. Brand names allow consumers to identify products
that could benefit them. Brands also speak about product quality and loyalty consumers who
always buy the same brand know that every time they buy it they get the same functionality,
advantages, and price. Branding offers a number of advantages for the retailer too. The logo and
trade mark of the seller provide legal security for the single attribute of the product that rivals
may otherwise copy. The seller to segment markets is assisted by branding. Finally, the brand is
used to create a whole tale on the specific qualities of a product.
The following is packaging thatt is a product cover or jar, but a lot more. The commodity is
protected by packaging. This allows the handling and storage of the drug for customers. In
communicating brand personality, packaging also plays an important role. Enhanced
competition and disruption on retail shore shelves means packages now have many sales tasks
to perform, ranging from buyers to brand positioning communications to closing sales
In addition, labels define the product or brand, it also could explain server stuff about the
product-who was made, where it was manufactured, when it was created, how it is to be used
and how it is to be used for protection. Finally, the company could be promoted, its positioning
supported and its customers contacted. Labels have become an important factor for many
businesses in larger marketing campaigns.
And the last things is support services. In order to get ideas for new programs, businesses must
constantly consider the importance of existing services. They do need to create a service
package to customer satisfaction and benefit the business.
• Product line/ mix is a category of goods closely related as they work in a similar manner, are
sold to the same consumer groups, are sold through the same form of outlets or fall within the
price range specified suh as adidas which produce many line of running shoes and apparel.
Product line length is the number of goods in the product line. The line is too short if the
manager can increase sales revenue by adding items; if the manager can increase profits by
reducing items, it is too long. Managers need to constantly review their product lines in order to
measure the revenue and earnings of each item and see if each item affects the overall success
of the line. Product line filling includes inserting additional items in the current line set. There
are a range of reasons to fill the product line: raising extra profits, pleasing retailers, using
surplus power, becoming a leading full-line firm and plugging troughs to sustain
competitiveness. And product line stretching occurs when an company expands its product line
beyond its existing range. Organizations at the high end of the market will extend down their
routes. Companies in the lower part of the market will broaden their product lines.
Organizations in the center of the market will grow in both directions. (Philip Kolter & Gary
Armstrong, 2012, p.258)
3.2. Price
• Definition:
First of all, people need to make clear the price definitions and the factors associated with this
section. According to Philip Kolter & Gary Armstrong (2012), price is the amount of money that a
good or service costs. In general, the price is a sum of all the products or services that customers
give up for profit. Price remains one of the most important factors determining the share of the
market and profitability of a company and the only element in the income-generating marketing
protected by packaging. This allows the handling and storage of the drug for customers. In
communicating brand personality, packaging also plays an important role. Enhanced
competition and disruption on retail shore shelves means packages now have many sales tasks
to perform, ranging from buyers to brand positioning communications to closing sales
In addition, labels define the product or brand, it also could explain server stuff about the
product-who was made, where it was manufactured, when it was created, how it is to be used
and how it is to be used for protection. Finally, the company could be promoted, its positioning
supported and its customers contacted. Labels have become an important factor for many
businesses in larger marketing campaigns.
And the last things is support services. In order to get ideas for new programs, businesses must
constantly consider the importance of existing services. They do need to create a service
package to customer satisfaction and benefit the business.
• Product line/ mix is a category of goods closely related as they work in a similar manner, are
sold to the same consumer groups, are sold through the same form of outlets or fall within the
price range specified suh as adidas which produce many line of running shoes and apparel.
Product line length is the number of goods in the product line. The line is too short if the
manager can increase sales revenue by adding items; if the manager can increase profits by
reducing items, it is too long. Managers need to constantly review their product lines in order to
measure the revenue and earnings of each item and see if each item affects the overall success
of the line. Product line filling includes inserting additional items in the current line set. There
are a range of reasons to fill the product line: raising extra profits, pleasing retailers, using
surplus power, becoming a leading full-line firm and plugging troughs to sustain
competitiveness. And product line stretching occurs when an company expands its product line
beyond its existing range. Organizations at the high end of the market will extend down their
routes. Companies in the lower part of the market will broaden their product lines.
Organizations in the center of the market will grow in both directions. (Philip Kolter & Gary
Armstrong, 2012, p.258)
3.2. Price
• Definition:
First of all, people need to make clear the price definitions and the factors associated with this
section. According to Philip Kolter & Gary Armstrong (2012), price is the amount of money that a
good or service costs. In general, the price is a sum of all the products or services that customers
give up for profit. Price remains one of the most important factors determining the share of the
market and profitability of a company and the only element in the income-generating marketing
mix; all other elements are expenses. Price is also one of the most flexible elements of the
marketing mix.
• Methods of price
Source: Philip Kolter & Gary Armstrong, 2012, Principles od Marketing, p.314
In setting price, there are two basic way to approach which are value-based and cost-based.
About value-based pricing, using the buyer's value expectations as the pricing base, not the
seller's cost. Pricing based on value ensures that the marketer does not plan and instead set the
price for the product and marketing campaign. Price and other marketing mix variables will be taken into
account before the marketing program is developed. Two kinds of evaluation are based on certain
values: good-value pricing and value-add pricing. Good pricing provides the best quality and good service
mix at a decent price. And add pricing differentiate the company product and charge higher prices by
value-added products and services.
The next manner is cost-based pricing which includes setting prices on the basis of costs for the
manufacture, delivery and sale of the commodity plus a reasonable return rate for its effort and risk.
Cost-based pricing raises the cost of the commodity by a regular markup. Similarity with value-based,
there are two form of cost which are fixed and variable. Fixed cost (also referred to as over head) are
cost not variable by the level of production or sales that include rent, heat, interest. Costs that vary
directly by output volume are variable costs which include packaging and raw materials. The total cost
for any given level of output is the sum of the fixed and variable costs.
• Pricing Considerations:
Price determination is one of the main decisions of the marketing mix that rely on 4 major
considerations: overall marketing strategy, objectives, and mix, target costing, types of markets
,and demand and costs which are the limiting factors. The price ceiling is established by demand
factors, such as buyer-perceived value. The expenses of the product set the price point. In
between, marketers must consider costs of rivals and other considerations such as reseller
requirements, government regulations and business targets into account. Overall Marketing
Strategy, Objectives, and Mix is general price goals can include sustainability, maximization of
marketing mix.
• Methods of price
Source: Philip Kolter & Gary Armstrong, 2012, Principles od Marketing, p.314
In setting price, there are two basic way to approach which are value-based and cost-based.
About value-based pricing, using the buyer's value expectations as the pricing base, not the
seller's cost. Pricing based on value ensures that the marketer does not plan and instead set the
price for the product and marketing campaign. Price and other marketing mix variables will be taken into
account before the marketing program is developed. Two kinds of evaluation are based on certain
values: good-value pricing and value-add pricing. Good pricing provides the best quality and good service
mix at a decent price. And add pricing differentiate the company product and charge higher prices by
value-added products and services.
The next manner is cost-based pricing which includes setting prices on the basis of costs for the
manufacture, delivery and sale of the commodity plus a reasonable return rate for its effort and risk.
Cost-based pricing raises the cost of the commodity by a regular markup. Similarity with value-based,
there are two form of cost which are fixed and variable. Fixed cost (also referred to as over head) are
cost not variable by the level of production or sales that include rent, heat, interest. Costs that vary
directly by output volume are variable costs which include packaging and raw materials. The total cost
for any given level of output is the sum of the fixed and variable costs.
• Pricing Considerations:
Price determination is one of the main decisions of the marketing mix that rely on 4 major
considerations: overall marketing strategy, objectives, and mix, target costing, types of markets
,and demand and costs which are the limiting factors. The price ceiling is established by demand
factors, such as buyer-perceived value. The expenses of the product set the price point. In
between, marketers must consider costs of rivals and other considerations such as reseller
requirements, government regulations and business targets into account. Overall Marketing
Strategy, Objectives, and Mix is general price goals can include sustainability, maximization of
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existing income, leadership in market share or retention of customers and the creation of
relationships.To order to form a consistent and effective integrated marketing strategy, pricing
preferences must be aligned with product design, delivery and promotional decisions. Also
companies place their goods on the markets and then adjust other mixed marketing options to
their desired markets. The next consideraion is target costing that begin with an ideal sales price
based on customer value and then target costs to guarantee price fulfillment. In general there is
an inverse relationship between demand and price that lower demand is equal to the high price.
Yet, when consumers see higher prices as higher quality for prestigious (luxury) products, the
higher price can be equal to higher demand. For these reasons, Marketers need to know how
price changes are sensitive to clients and how demand is affected by this change. The elasticity
of demand is the unit sales change percentage resulting from a price shift rate. If price changes
affect the quantity required, then demand is elastic. Then, types of markets is the following
consideration which comprises 4 kinds of market: pure monopoly, pure, monopolistic, and
oligopolistic competition. Competitors ‘s strategy is one of the most important thing must
consider. Often the pricing policy of a business includes pricing its products near, above or below
competition.The company should pose some questions in the assessment of competitor pricing
strategies.What is the market position of the company in comparison to its customer value
offers by competitors?How big are the current competitors and the pricing policies? And why
does competition affect the price response of customers? The last one is economic condition
that can have a powerful impact on the organization’s pricing plan. The company must also
recognize the effect of its prices on other environmental groups, such as resellers and the
government.
• New Product Pricing Strategies
Once new goods are first launched by businesses, they face the task of setting prices. Two
different methods can be selected which are skim and penetrate. Many companies that produce
new goods layer by layer from the market, set high initial prices to "skim" revenue. This is known
as market skimming prices. Market skimming makes sense when the quality and reputation of
the product support the higher price, and more customers continue to want it at that price. To
use skimming competitors would not be able to quickly reach the market and lower the high
price. Some businesses use market penetration pricing not just to set a high price to skim small
but lucrative segments of market. In order to penetrate the market quickly and depth, they set a
low initial price to attract a large number of buyers quickly and to gain a significant market
share. This low-price approach needs to satisfy many requirements. Firstly, to produce increased
market growth at low prices, the market must be highly priced reactive. Secondly, cost of
production and distribution will decrease as volume of sales increases. And the low price needs
to help keep competition out and the price of the penetration must maintain its low price
relationships.To order to form a consistent and effective integrated marketing strategy, pricing
preferences must be aligned with product design, delivery and promotional decisions. Also
companies place their goods on the markets and then adjust other mixed marketing options to
their desired markets. The next consideraion is target costing that begin with an ideal sales price
based on customer value and then target costs to guarantee price fulfillment. In general there is
an inverse relationship between demand and price that lower demand is equal to the high price.
Yet, when consumers see higher prices as higher quality for prestigious (luxury) products, the
higher price can be equal to higher demand. For these reasons, Marketers need to know how
price changes are sensitive to clients and how demand is affected by this change. The elasticity
of demand is the unit sales change percentage resulting from a price shift rate. If price changes
affect the quantity required, then demand is elastic. Then, types of markets is the following
consideration which comprises 4 kinds of market: pure monopoly, pure, monopolistic, and
oligopolistic competition. Competitors ‘s strategy is one of the most important thing must
consider. Often the pricing policy of a business includes pricing its products near, above or below
competition.The company should pose some questions in the assessment of competitor pricing
strategies.What is the market position of the company in comparison to its customer value
offers by competitors?How big are the current competitors and the pricing policies? And why
does competition affect the price response of customers? The last one is economic condition
that can have a powerful impact on the organization’s pricing plan. The company must also
recognize the effect of its prices on other environmental groups, such as resellers and the
government.
• New Product Pricing Strategies
Once new goods are first launched by businesses, they face the task of setting prices. Two
different methods can be selected which are skim and penetrate. Many companies that produce
new goods layer by layer from the market, set high initial prices to "skim" revenue. This is known
as market skimming prices. Market skimming makes sense when the quality and reputation of
the product support the higher price, and more customers continue to want it at that price. To
use skimming competitors would not be able to quickly reach the market and lower the high
price. Some businesses use market penetration pricing not just to set a high price to skim small
but lucrative segments of market. In order to penetrate the market quickly and depth, they set a
low initial price to attract a large number of buyers quickly and to gain a significant market
share. This low-price approach needs to satisfy many requirements. Firstly, to produce increased
market growth at low prices, the market must be highly priced reactive. Secondly, cost of
production and distribution will decrease as volume of sales increases. And the low price needs
to help keep competition out and the price of the penetration must maintain its low price
position, otherwise the price advantage will only be temporary.
3.3. Place
• Definition: CIM (2015) has showed that place is where customers buy products, and the means
by which your product is distributed to that location shall be appropriate and appropriate to the
customer. Another definition was established by Philip Kotler and Gray Armstrong (2012) is
place involves operations of corporations that make the product accessible to target customers.
• Distribution channel:
Before distribution channel, wee must underand the supply chain that represents the network
for the creation and delivery of a particular product between a business and its suppliers and the
supply chain is a step towards taking the product or service to its customers. The supply chain
involve “upstream” and “downstream” partners. Upstream of the company is the group of
companies that provide the raw materials , components, components, information, funding and
expertise necessary for the production of a product or service. "Downstream" part of the
marketing chain (or distribution channels), that is look forward to consumer. Distribution
channel which is a set of interdependen assist to make a goods or services available for
consumption or use for consumer by business user or customer. (Philip Kotler and Gray
Armstrong,2012, p.363). The distribution channel is the final step of product delivery. For
customers. To customers. Corporations concentrate on increasing distribution channels only
when they have a successful product and correct pricing plan, goods are accepted by the
consumer and the revenue continues to rise for companies over a certain era. After the first two
years, this will begin. The choice of location and distribution channels for services depends
largely on the specific market requirements and the nature of the service. For certain cases, the
advantage of service proximity to consumers has been improved by technology.
• The role of channel
Many of the distribution channel functions are called improved supply quality. Large-scale
production, specialization and reasonable labor division savings. The broad and fast distribution
increases the volume of sales. Supports manufacturers with inadequate capital to directly carry
products to customers. Establish close customer relationships. Reduce transaction number.
Boost the quality of the transaction. Reduce transaction costs by rising transaction numbers.
Facilitate the search for end consumers' products and services.
3.3. Place
• Definition: CIM (2015) has showed that place is where customers buy products, and the means
by which your product is distributed to that location shall be appropriate and appropriate to the
customer. Another definition was established by Philip Kotler and Gray Armstrong (2012) is
place involves operations of corporations that make the product accessible to target customers.
• Distribution channel:
Before distribution channel, wee must underand the supply chain that represents the network
for the creation and delivery of a particular product between a business and its suppliers and the
supply chain is a step towards taking the product or service to its customers. The supply chain
involve “upstream” and “downstream” partners. Upstream of the company is the group of
companies that provide the raw materials , components, components, information, funding and
expertise necessary for the production of a product or service. "Downstream" part of the
marketing chain (or distribution channels), that is look forward to consumer. Distribution
channel which is a set of interdependen assist to make a goods or services available for
consumption or use for consumer by business user or customer. (Philip Kotler and Gray
Armstrong,2012, p.363). The distribution channel is the final step of product delivery. For
customers. To customers. Corporations concentrate on increasing distribution channels only
when they have a successful product and correct pricing plan, goods are accepted by the
consumer and the revenue continues to rise for companies over a certain era. After the first two
years, this will begin. The choice of location and distribution channels for services depends
largely on the specific market requirements and the nature of the service. For certain cases, the
advantage of service proximity to consumers has been improved by technology.
• The role of channel
Many of the distribution channel functions are called improved supply quality. Large-scale
production, specialization and reasonable labor division savings. The broad and fast distribution
increases the volume of sales. Supports manufacturers with inadequate capital to directly carry
products to customers. Establish close customer relationships. Reduce transaction number.
Boost the quality of the transaction. Reduce transaction costs by rising transaction numbers.
Facilitate the search for end consumers' products and services.
Source: Abner Floyd, n.d
• Types of distribution:
A company must distribute the articles to all stores on the market in a clear marketing strategy.
The distributor is going to many potential clients, such as supermarkets , restaurants, train
stations, gas stations and so on, to allow consumers to touch or meet their products. This
distribution can be referred to as an intensive distribution. Some products are intensive
distribution like other beverages, snack foods and daily products.
Selective distribution is the second form. Just a few shops offer an exclusive distribution selling
products. This type of customer will have fewer contact with the item, contrary to Intensive
distribution. To buy this product, customers must relocate the shop allocated by the company.
For instance, Louis Vuitton’s products only sell in Opera View Building in HCMC. Selective
distribution is often known as a business / distribution channel agreement.
The last kind of selling is exclusive selling. It display that only one officer or distributor is in the
company. It adds value to the brand, but it is less likely for buyers to buy the product. High-end
category brands also use this method of distribution. Cola and Pepsi are the good examples, Cola
is exclusive selling in Mc Donalds and KFC only sell Pepsi products.
3.4. Promotion
• Definition of promotion mix: according to Philip Kotler and Gray Armstrong (2012), promotion
mix consists of a mixture of advertising , personal product, sales promotion and direct marketing
tools that the business uses to communicate consumer interest persuasively and create
customer relations.
• Advertising
Companies invest a lot of money on advertising. The ad must convey product features and ideas
or messages to the viewer that must be sent by the manufacturers. There are many kinds of ads
and media such as TV, newspapers, radio, forum pages. Outdoor advertisement is another kind
of media. Stickers on the bus's sides, advertisements for example signs, taxi stickers. On the
• Types of distribution:
A company must distribute the articles to all stores on the market in a clear marketing strategy.
The distributor is going to many potential clients, such as supermarkets , restaurants, train
stations, gas stations and so on, to allow consumers to touch or meet their products. This
distribution can be referred to as an intensive distribution. Some products are intensive
distribution like other beverages, snack foods and daily products.
Selective distribution is the second form. Just a few shops offer an exclusive distribution selling
products. This type of customer will have fewer contact with the item, contrary to Intensive
distribution. To buy this product, customers must relocate the shop allocated by the company.
For instance, Louis Vuitton’s products only sell in Opera View Building in HCMC. Selective
distribution is often known as a business / distribution channel agreement.
The last kind of selling is exclusive selling. It display that only one officer or distributor is in the
company. It adds value to the brand, but it is less likely for buyers to buy the product. High-end
category brands also use this method of distribution. Cola and Pepsi are the good examples, Cola
is exclusive selling in Mc Donalds and KFC only sell Pepsi products.
3.4. Promotion
• Definition of promotion mix: according to Philip Kotler and Gray Armstrong (2012), promotion
mix consists of a mixture of advertising , personal product, sales promotion and direct marketing
tools that the business uses to communicate consumer interest persuasively and create
customer relations.
• Advertising
Companies invest a lot of money on advertising. The ad must convey product features and ideas
or messages to the viewer that must be sent by the manufacturers. There are many kinds of ads
and media such as TV, newspapers, radio, forum pages. Outdoor advertisement is another kind
of media. Stickers on the bus's sides, advertisements for example signs, taxi stickers. On the
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internet there is much more to advertising methods like digital, online and on the social
networking.
• Sale promotion
In this section, Philip Kotler and Gray Armstrong (2012) have suggested sale promotion is
incentives for short term marketing to buy or sell a product or service. Creation of several
programs like competitions, discounts and other rewards for the purchase or promotion of a
product to increase he profits for the firm.
Implementation of a sales promotion program. Push and pull marketing are two ways for
businesses to sell their customers goods. The push marketing strategy requires all actions to get
the commodity into the intermediary's distribution and to encourage sales by offering
explanations for distributors , wholesalers and retail activities. Subventions for product
introduction, distribution, promotional subsidies, etc. The pull marketing strategy is one in which
a company relies heavily on publicity products or promotes sales to end users. These activities
aim to encourage end customers to use distribution channels to pull products.
• Public relations (PR)
The authors book The Principles of Marketing (2012) pointed out building good relations with
the various audiences through the provision of favorable publicity, the creation of a good
corporate image and handle or head off unfavorable rumors, stories and events is PR.
• Drirect marketing
This is one of today's most commonly used methods of marketing. Apply to thier profit-making
objectives by many people. When they think back, may know that this kind of marketing has
been encountered many times in your everyday lives. But in the Vietnamese market, this type is
not too young. Since the procedure has been carried out by other businesses in operation.
Direct connections with individual consumers, which are carefully targeted to achieve instant
reply and lasting customer relations is the role of direct marketing. (Philip Kotler and Gray
Armstrong,2012) The goal of this marketing strategy is to build, expand and improve business-to
- customer interaction. Data such as address , telephone number, fax, etc are used by the
available customers details.
Direct marketing is divided into two major groups, depending on the consumer approach. The
first category involves methods such as direct mailing, telemarketing via personal calls, coupon
delivery, and marketing personnel, which are typical communication with consumers. The
Second Group is able to reach customers using digital tools that have been established in recent
decades, such as email marketing, sending commercial messages to customers in need,
marketing through social networking websites and direct customer contact.
networking.
• Sale promotion
In this section, Philip Kotler and Gray Armstrong (2012) have suggested sale promotion is
incentives for short term marketing to buy or sell a product or service. Creation of several
programs like competitions, discounts and other rewards for the purchase or promotion of a
product to increase he profits for the firm.
Implementation of a sales promotion program. Push and pull marketing are two ways for
businesses to sell their customers goods. The push marketing strategy requires all actions to get
the commodity into the intermediary's distribution and to encourage sales by offering
explanations for distributors , wholesalers and retail activities. Subventions for product
introduction, distribution, promotional subsidies, etc. The pull marketing strategy is one in which
a company relies heavily on publicity products or promotes sales to end users. These activities
aim to encourage end customers to use distribution channels to pull products.
• Public relations (PR)
The authors book The Principles of Marketing (2012) pointed out building good relations with
the various audiences through the provision of favorable publicity, the creation of a good
corporate image and handle or head off unfavorable rumors, stories and events is PR.
• Drirect marketing
This is one of today's most commonly used methods of marketing. Apply to thier profit-making
objectives by many people. When they think back, may know that this kind of marketing has
been encountered many times in your everyday lives. But in the Vietnamese market, this type is
not too young. Since the procedure has been carried out by other businesses in operation.
Direct connections with individual consumers, which are carefully targeted to achieve instant
reply and lasting customer relations is the role of direct marketing. (Philip Kotler and Gray
Armstrong,2012) The goal of this marketing strategy is to build, expand and improve business-to
- customer interaction. Data such as address , telephone number, fax, etc are used by the
available customers details.
Direct marketing is divided into two major groups, depending on the consumer approach. The
first category involves methods such as direct mailing, telemarketing via personal calls, coupon
delivery, and marketing personnel, which are typical communication with consumers. The
Second Group is able to reach customers using digital tools that have been established in recent
decades, such as email marketing, sending commercial messages to customers in need,
marketing through social networking websites and direct customer contact.
• Personal selling
Based on Philip Kotler and Gray Armstrong (2012), personal selling Personal presentation by the
sales team in order to establish partnerships between sales and consumers. And personal selling
also means that sellers are met face-to - face and can quickly display, display and sell their goods
to potential buyers. Private sales draw and retain buyers very quickly. And. The seller can
provide a lot of product information. They have a flexible interaction between people who deal
with each other. To meet the customer's specific requirements which can contribute to buying
behaviour. Here are the things marketing can not do. Customer questions can be discussed,
convinced and answered by salespeople. Personal sales can also grow and make good customer
ties. Individual sales are a good way to handle consumer ties with a product. The seller is
working for the company or shop at this moment. Moreover, they must knowing personal selling
approaches and strategies.
3.5. Process
• Definition
As Lovelock & Wright noted (1999) noted that is a particular method or series of acts, usually
involving steps in a defined sequence. And faulty, bureaucratic and unreliable service delivery
would most likely annoy consumers. Take certain instances, such as washing clothes in a modern
laundry machine. The laundering cycle is now demonstrated step-by - step by modern washing
machines, including washing first, cleaning and finally drying garments. The steps and series of
steps are seen clearly in such a loop. In addition, poor processes make it hard for front line
employees to get their jobs right, result in poor productivity, and the likelihood of failure in
service.
• People processing
The most popular is managing human-related services. This process now takes place with
concrete acts that impact the human body of the consumer. Often examples of customer-
related handling services are health care, haircuts and accommodations. These acts without the
presence of customers, it would not have happened. Presence of customers is now important.
As a guest staying in a hotel a specific example is chosen.
Based on Philip Kotler and Gray Armstrong (2012), personal selling Personal presentation by the
sales team in order to establish partnerships between sales and consumers. And personal selling
also means that sellers are met face-to - face and can quickly display, display and sell their goods
to potential buyers. Private sales draw and retain buyers very quickly. And. The seller can
provide a lot of product information. They have a flexible interaction between people who deal
with each other. To meet the customer's specific requirements which can contribute to buying
behaviour. Here are the things marketing can not do. Customer questions can be discussed,
convinced and answered by salespeople. Personal sales can also grow and make good customer
ties. Individual sales are a good way to handle consumer ties with a product. The seller is
working for the company or shop at this moment. Moreover, they must knowing personal selling
approaches and strategies.
3.5. Process
• Definition
As Lovelock & Wright noted (1999) noted that is a particular method or series of acts, usually
involving steps in a defined sequence. And faulty, bureaucratic and unreliable service delivery
would most likely annoy consumers. Take certain instances, such as washing clothes in a modern
laundry machine. The laundering cycle is now demonstrated step-by - step by modern washing
machines, including washing first, cleaning and finally drying garments. The steps and series of
steps are seen clearly in such a loop. In addition, poor processes make it hard for front line
employees to get their jobs right, result in poor productivity, and the likelihood of failure in
service.
• People processing
The most popular is managing human-related services. This process now takes place with
concrete acts that impact the human body of the consumer. Often examples of customer-
related handling services are health care, haircuts and accommodations. These acts without the
presence of customers, it would not have happened. Presence of customers is now important.
As a guest staying in a hotel a specific example is chosen.
Source: Essentials Of Services Marketing, 2009
By the above process , people understand that every move of the brain affects the human body
tangibly. First of all, the customers park the car so that the security can help park the car and
carry the customer's key. In the second phase, customers are checked in the check-in counter.
Around the same time, staff of big hotels will give greetings in the rooms and turn the TV on
with welcoming terms. The next phase is the stay in the room for the guests. Next morning,
breakfast will be served, and breakfast is prepared in this phase.
• Possession processing
The second process is the customer objects process. And people also understand that customer
services provide them with managing resources. In this process, customers no longer have to be
present. To which consumer services are offered (Bhasin, 2018). Examples include cleaning,
repair of damaged machines, washing facilities etc.
See a particular example of how to repair a DVD player.
Source: Essentials Of Services Marketing, 2009
First the damaged transmitter is brought to the store by the customer. The second step is to
hear about the expense and issues faced by the repair contractor. The store then provides
facilities to fix the transmitter and customers leave. The customer must come back to the
payment offices on the day of the appointment and take home the DVD player. First the
damaged transmitter is brought to the store by the customer. The second step is to hear about
the expense and issues faced by the repair contractor. The store then provides facilities to fix
and customers leave the transmitter. The customer must come back to the payment offices on
the day of the appointment and take home the DVD player. Customers finally enjoy their things.
• Mental stimulus process
For this type, only thinking activates customers or is understood to be directly connected with
the intangible behavior at the time of interest. Looking at other examples of people who are
watching TV and the weather forecast simultaneously, they are eager to collect weather and
weather info. They 're going to make a picnic plan next.
By the above process , people understand that every move of the brain affects the human body
tangibly. First of all, the customers park the car so that the security can help park the car and
carry the customer's key. In the second phase, customers are checked in the check-in counter.
Around the same time, staff of big hotels will give greetings in the rooms and turn the TV on
with welcoming terms. The next phase is the stay in the room for the guests. Next morning,
breakfast will be served, and breakfast is prepared in this phase.
• Possession processing
The second process is the customer objects process. And people also understand that customer
services provide them with managing resources. In this process, customers no longer have to be
present. To which consumer services are offered (Bhasin, 2018). Examples include cleaning,
repair of damaged machines, washing facilities etc.
See a particular example of how to repair a DVD player.
Source: Essentials Of Services Marketing, 2009
First the damaged transmitter is brought to the store by the customer. The second step is to
hear about the expense and issues faced by the repair contractor. The store then provides
facilities to fix the transmitter and customers leave. The customer must come back to the
payment offices on the day of the appointment and take home the DVD player. First the
damaged transmitter is brought to the store by the customer. The second step is to hear about
the expense and issues faced by the repair contractor. The store then provides facilities to fix
and customers leave the transmitter. The customer must come back to the payment offices on
the day of the appointment and take home the DVD player. Customers finally enjoy their things.
• Mental stimulus process
For this type, only thinking activates customers or is understood to be directly connected with
the intangible behavior at the time of interest. Looking at other examples of people who are
watching TV and the weather forecast simultaneously, they are eager to collect weather and
weather info. They 're going to make a picnic plan next.
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Source: Essentials Of Services Marketing, 2009
Consider another example as a customer who sits and watches a advertisement for a fantastic
meal, bread. Friends , relatives and their family also hear a lot of feedback about this bread.
You're curious and you're going to learn that.
• Information processing
Information processing that involve unseen behavior directly to the property of the consumer
are also known. Besides computers revolutionized one of the buzzwords of our generation.
However, not everything is processed by machines. In a number of fields, professionals often use
their brains to process and package information. Data is the most intangible type of service
output, but can be translated into more permanent, more concrete forms such as letters,
records, books, tapes or CDs. Financial and technical services, such as accounting, law, marketing
analysis, management consulting and medical diagnostics, are highly dependent on successful
data collection and processing.
Looking at the proposals for health insurance. Accept the terms and learn about the choices and
prepare and pick the full sample at university and insurance firms. First is the initial insurance
patch charge. The last step is the policy on arrival.
Source: Essentials Of Services Marketing, 2009
• Process managment challenges
The process managment challenges is the end of this process. Including balancing productivity
and quality concerns, balancing demand and capacity, applying technology and self-service
technology to service processes.
Consider another example as a customer who sits and watches a advertisement for a fantastic
meal, bread. Friends , relatives and their family also hear a lot of feedback about this bread.
You're curious and you're going to learn that.
• Information processing
Information processing that involve unseen behavior directly to the property of the consumer
are also known. Besides computers revolutionized one of the buzzwords of our generation.
However, not everything is processed by machines. In a number of fields, professionals often use
their brains to process and package information. Data is the most intangible type of service
output, but can be translated into more permanent, more concrete forms such as letters,
records, books, tapes or CDs. Financial and technical services, such as accounting, law, marketing
analysis, management consulting and medical diagnostics, are highly dependent on successful
data collection and processing.
Looking at the proposals for health insurance. Accept the terms and learn about the choices and
prepare and pick the full sample at university and insurance firms. First is the initial insurance
patch charge. The last step is the policy on arrival.
Source: Essentials Of Services Marketing, 2009
• Process managment challenges
The process managment challenges is the end of this process. Including balancing productivity
and quality concerns, balancing demand and capacity, applying technology and self-service
technology to service processes.
3.6. People
• Importance of Service Personnel
Service personel are the persons who serve customers in an organization which are a core part
of the product, the service firm and the brand that assist to maintain organization’s position .
For all organizations, service staff are critical.. However, in circumstances in which the client
form an impression of the organisation 's behavior and attitudes in the absence of any clues
from tangible goods, they are especially important. ( Dr.B.Balaji, n.d). All of them are the
frontline which is an significant driver of customer loyalty. They anticipate customer needs,
customize service delivery and build personalized relationship. Another thing that sevice
personnel is the key driver of productivity of the frontline operation. Also inviting consumer buy
another items to increase profit which are generate sales, cross-sales and up-sales. The method
of upselling is to encourage consumers to buy a higher end product than the latter, while cross-
dselling are encouraged consumers to buy similar items or complements. For example, an
electronics saler suggests that customers buy a digital camera also purchase a memory card is
cross-selling. For instance, a housekeeper service will upsell a customer by offering a package
with a number of rooms and by offering a deep cleaning service on the carpet is the example for
up-sales.
• Boundary Spanning and Role Stress
Boundary spanning communicate with non-organizational individuals and organizations to gain
useful knowledge for the project. Boundary spanning require a organization to receive additional
knowledge about innovation from other businesses. Not only is management interested in
border crossings; all workers may obtain information from one or more organizations and return
information to their businesses to help boost innovation. (Study.com, n.d)
Initially, Kahn, Wolfe, Quinn, Snoek, & Rosenthal (1964) described role stress as the pressure
that individuals feel when they are unable to understand and to fulfill their position and the
rights and duties associated with their job. The first one is organization versa client that the
dilemma is whether to comply with business guidelines or meet consumer requirements. The
second one is person versa role that conflicts between occupations and the personality and
values of the employee. The last one is client versa client that conflicts between clients who
require the intervention of service personnel.
• HRM Managment for Service
• Importance of Service Personnel
Service personel are the persons who serve customers in an organization which are a core part
of the product, the service firm and the brand that assist to maintain organization’s position .
For all organizations, service staff are critical.. However, in circumstances in which the client
form an impression of the organisation 's behavior and attitudes in the absence of any clues
from tangible goods, they are especially important. ( Dr.B.Balaji, n.d). All of them are the
frontline which is an significant driver of customer loyalty. They anticipate customer needs,
customize service delivery and build personalized relationship. Another thing that sevice
personnel is the key driver of productivity of the frontline operation. Also inviting consumer buy
another items to increase profit which are generate sales, cross-sales and up-sales. The method
of upselling is to encourage consumers to buy a higher end product than the latter, while cross-
dselling are encouraged consumers to buy similar items or complements. For example, an
electronics saler suggests that customers buy a digital camera also purchase a memory card is
cross-selling. For instance, a housekeeper service will upsell a customer by offering a package
with a number of rooms and by offering a deep cleaning service on the carpet is the example for
up-sales.
• Boundary Spanning and Role Stress
Boundary spanning communicate with non-organizational individuals and organizations to gain
useful knowledge for the project. Boundary spanning require a organization to receive additional
knowledge about innovation from other businesses. Not only is management interested in
border crossings; all workers may obtain information from one or more organizations and return
information to their businesses to help boost innovation. (Study.com, n.d)
Initially, Kahn, Wolfe, Quinn, Snoek, & Rosenthal (1964) described role stress as the pressure
that individuals feel when they are unable to understand and to fulfill their position and the
rights and duties associated with their job. The first one is organization versa client that the
dilemma is whether to comply with business guidelines or meet consumer requirements. The
second one is person versa role that conflicts between occupations and the personality and
values of the employee. The last one is client versa client that conflicts between clients who
require the intervention of service personnel.
• HRM Managment for Service
Source: slideplayer.com, n.d
The fair and efficient use and use of a company's human capital. As a chief, they all need to focus
on helping the company for employee income. Workforce retraining to enable staff to develop a
good company. Build workers with a deep service passion and boost productivity many times.
Inspire and empower staff and teach them to deal with the risks in their wrong professional
work. There are also several ways to inspire the company's employees to use bonuses and to
offer gifts on special occasions. Provide the convenience of workers , for example
transportation, staff. As head of human resources, the opinions of workers must be considered.
We must also appreciate the efforts and sacrifices of their workers, who are part of the
company's energy boost. The human aspect is critical so that they have to recruit the right
people as a leader in human resource management. It is known that the best person here is
people focused on the work. He is an ethical technician with professionalism and training, not
harming the image of the business. They must also know how to empower staff in addition to
being a human resources manager. The manager should not have to take over all the control and
can allow the workers a certain degree of self-determination to ensure staff in the company are
respected. Training and preparation should also be given for staff to promote and facilitate
professional growth. Employees have since built up reputation, consumer loyalty and company
income. Everyone who want to become a waiters in Mc Donalds, they must speak English well
and training more. Besides, there are a board that show the best staff next to the order table to
garuantee the quality of the firm’s workers.
The fair and efficient use and use of a company's human capital. As a chief, they all need to focus
on helping the company for employee income. Workforce retraining to enable staff to develop a
good company. Build workers with a deep service passion and boost productivity many times.
Inspire and empower staff and teach them to deal with the risks in their wrong professional
work. There are also several ways to inspire the company's employees to use bonuses and to
offer gifts on special occasions. Provide the convenience of workers , for example
transportation, staff. As head of human resources, the opinions of workers must be considered.
We must also appreciate the efforts and sacrifices of their workers, who are part of the
company's energy boost. The human aspect is critical so that they have to recruit the right
people as a leader in human resource management. It is known that the best person here is
people focused on the work. He is an ethical technician with professionalism and training, not
harming the image of the business. They must also know how to empower staff in addition to
being a human resources manager. The manager should not have to take over all the control and
can allow the workers a certain degree of self-determination to ensure staff in the company are
respected. Training and preparation should also be given for staff to promote and facilitate
professional growth. Employees have since built up reputation, consumer loyalty and company
income. Everyone who want to become a waiters in Mc Donalds, they must speak English well
and training more. Besides, there are a board that show the best staff next to the order table to
garuantee the quality of the firm’s workers.
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3.7. Physic evidence
• Defenition
The appearence of structures, landscaping, vehicles and interior physical indications: external
furniture, appliances, personnel, signage, written materials and other recognizable indicators,
these or other observable indications that show a company's style and standard of service.
Service companies must show the consistency, the experiences of clients, of the services
physical evidence carefully. Advertising is also used to create concrete representations for
programs with a few measurable elements, such as insurance. For example, a parachute may
represent protection and a fortress.
• Dimensions of the service environment
➢ Spatial Layout and Functionality
Since service environments typically exist for different customer purposes or needs, it is
especially important to provide a spatial layout and functionality in the physical environment.
The spatial arrangement refers to the structure, scale, shape and spatial relationships of the
equipment, equipment and furnishings. Functionality means that consumer and employee goals
can be met by the same products.
To the consumers in self-serve settings, spatial layout and environmental accessibility are
especially relevant, as they must provide the service by themselves and can not rely on staff to
assist them. Therefore, success and customer satisfaction are critical to the functionality of the
ATM and of self-service Restaurants, gasoline pumps and Internet shopping.
In retail environments, where research shows that the value of the facilities layout will affect
customer loyalty, store performance and consumer search behavior. Two department shops in
Korea researched that shops affected the emotional responses of customers significantly.
Accessibility to the architecture, the esthetic facilities and the comfort of the sitting have all
demonstrated their own sense of quality in the spectators' and casino environments. (Mr.
Idushtima, n.d)
➢ Signs, Symbols and Artifact
Most objects are used as overt or implied cues in your physical world that relate to your users.
Examples of clear communicators are the signs on the outside and inside of the structure. They
may be used for instructions (entrances, exits) and for rules of conduct (no smoking, children
must be accompanied by an adult) as labels (firm names, department names, etc.). Adequate
signs indicate that crowding and tension was that.
• Defenition
The appearence of structures, landscaping, vehicles and interior physical indications: external
furniture, appliances, personnel, signage, written materials and other recognizable indicators,
these or other observable indications that show a company's style and standard of service.
Service companies must show the consistency, the experiences of clients, of the services
physical evidence carefully. Advertising is also used to create concrete representations for
programs with a few measurable elements, such as insurance. For example, a parachute may
represent protection and a fortress.
• Dimensions of the service environment
➢ Spatial Layout and Functionality
Since service environments typically exist for different customer purposes or needs, it is
especially important to provide a spatial layout and functionality in the physical environment.
The spatial arrangement refers to the structure, scale, shape and spatial relationships of the
equipment, equipment and furnishings. Functionality means that consumer and employee goals
can be met by the same products.
To the consumers in self-serve settings, spatial layout and environmental accessibility are
especially relevant, as they must provide the service by themselves and can not rely on staff to
assist them. Therefore, success and customer satisfaction are critical to the functionality of the
ATM and of self-service Restaurants, gasoline pumps and Internet shopping.
In retail environments, where research shows that the value of the facilities layout will affect
customer loyalty, store performance and consumer search behavior. Two department shops in
Korea researched that shops affected the emotional responses of customers significantly.
Accessibility to the architecture, the esthetic facilities and the comfort of the sitting have all
demonstrated their own sense of quality in the spectators' and casino environments. (Mr.
Idushtima, n.d)
➢ Signs, Symbols and Artifact
Most objects are used as overt or implied cues in your physical world that relate to your users.
Examples of clear communicators are the signs on the outside and inside of the structure. They
may be used for instructions (entrances, exits) and for rules of conduct (no smoking, children
must be accompanied by an adult) as labels (firm names, department names, etc.). Adequate
signs indicate that crowding and tension was that.
For example, Nike’s logo, Nike is the winged goddess of victory in Greek mythology. The logo
derives from the wing of Goddess 'swoosh' symbolizing the sound of fastness, motion,
inspiration and power.
Other environmental symbols and artifacts can communicate less directly than signs, providing
users with implicit information on the importance of the location and on standards and
expectations of behavior. Quality materials used in the building, work of art, certificates and
photos can all convey symbolic significance and offer an overall esthetic impression in walls,
floor coverings and personal items displayed within the environment.
Cultural synthesis of the meanings attached to setting objects and items. For example, US
restaurant managers know that white tablecloths and lighting reflect full service and fairly high
prices symbolizing symbolically while counterservices, plastic furnishings and bright lighting
symbolizes the opposite. Many hints like desk size and location symbolize status in U.S.
workplace environments and can be used as a way of improving the company picture.
In order to form first impressions and communicate new service concepts, signs , symbols and
artifacts are of particular importance. When consumers don't know about a specific business
they can use environmental metrics to help them categorize the place and start shaping their
standards of quality. In a study of dentist bureaux, it has been found that consumers use the
environment as a measure of the competence and manner of their service provider, especially
its style of decoration and quality. (Mr. Idushtima, n.d)
➢ Ambient Conditions
In servicescape, External factors provide external background features such as temperature ,
light, sound , music, scent and colour. All this can have a significant effect on how people
perceive and respond to a specific service facility. For instance, several studies have recorded
the impact of customer expectations of goods, their perceived waiting for service and the
amount of money they spend.
Shoppers prefer to feel that when there's music they have less time to shop and stay in line than
if there's no music. Higher music tempos tend to make shoppers more comfortable, and in some
cases spend more. Piano music is used to reduce stress in the Mayo Hospital lobby. Shoppers
often spend more time "fitting" or matching musical tastes to the items.
The effects of fragrance on consumer response have been similarly demonstrated in other
studies. We know , for example, that fragrance can be used to attract people in bakeries, coffee
derives from the wing of Goddess 'swoosh' symbolizing the sound of fastness, motion,
inspiration and power.
Other environmental symbols and artifacts can communicate less directly than signs, providing
users with implicit information on the importance of the location and on standards and
expectations of behavior. Quality materials used in the building, work of art, certificates and
photos can all convey symbolic significance and offer an overall esthetic impression in walls,
floor coverings and personal items displayed within the environment.
Cultural synthesis of the meanings attached to setting objects and items. For example, US
restaurant managers know that white tablecloths and lighting reflect full service and fairly high
prices symbolizing symbolically while counterservices, plastic furnishings and bright lighting
symbolizes the opposite. Many hints like desk size and location symbolize status in U.S.
workplace environments and can be used as a way of improving the company picture.
In order to form first impressions and communicate new service concepts, signs , symbols and
artifacts are of particular importance. When consumers don't know about a specific business
they can use environmental metrics to help them categorize the place and start shaping their
standards of quality. In a study of dentist bureaux, it has been found that consumers use the
environment as a measure of the competence and manner of their service provider, especially
its style of decoration and quality. (Mr. Idushtima, n.d)
➢ Ambient Conditions
In servicescape, External factors provide external background features such as temperature ,
light, sound , music, scent and colour. All this can have a significant effect on how people
perceive and respond to a specific service facility. For instance, several studies have recorded
the impact of customer expectations of goods, their perceived waiting for service and the
amount of money they spend.
Shoppers prefer to feel that when there's music they have less time to shop and stay in line than
if there's no music. Higher music tempos tend to make shoppers more comfortable, and in some
cases spend more. Piano music is used to reduce stress in the Mayo Hospital lobby. Shoppers
often spend more time "fitting" or matching musical tastes to the items.
The effects of fragrance on consumer response have been similarly demonstrated in other
studies. We know , for example, that fragrance can be used to attract people in bakeries, coffee
stores and cigarette shopping and that good smells can improve leniency. We also recognize that
the influence of an scent decreases time spent expectations and improves store evaluations.
Dimensions that refer to the product category allow consumers to spend more time considering
their decision on their purchases. A nursing home chain claimed that the "best odor was not an
odor in its facilities." Patients and their families assumed that disagreeable odors were an
uncomfortable location, while the odor of cleaning solvents indicated that uncomfortable odors
were concealed.
The five senses are usually influenced by environmental conditions. Sometimes such dimensions
(gases, chemical products, infrasound) may be entirely imperceptible, but they still have deep
effects , especially on workers that spend long hours in the environment.
Environmental factors are often more important whether the customer or worker spends much
time in the service area. Over time the effect of temperature, sound, smells and colours.
Another case in which environmental factors are especially important is in contrast with the
needs of the consumer or employee. (Mr. Idushtima, n.d)
III. Examples and practices about how different organizations utilize each element of the
marketing mix
In section II, we already make clear the essestial of marketing mix 7Ps in organization. So in this
section, let compare the stratergy of the three biggest firms in footwear industry in Vietnam
which are Adidas, Nike, and Bitis’s.
• Adidas
Source: logodix.com
Adidas- one of the biggest sport footwear company in the world that was born on August 18,
1949 in Berlin, Germany by Adi Dassler. At the age of 49, Adi Dassler created the company with
47 employees in the small town of Herzogenaurach under the name “Adi Dassler adidas
the influence of an scent decreases time spent expectations and improves store evaluations.
Dimensions that refer to the product category allow consumers to spend more time considering
their decision on their purchases. A nursing home chain claimed that the "best odor was not an
odor in its facilities." Patients and their families assumed that disagreeable odors were an
uncomfortable location, while the odor of cleaning solvents indicated that uncomfortable odors
were concealed.
The five senses are usually influenced by environmental conditions. Sometimes such dimensions
(gases, chemical products, infrasound) may be entirely imperceptible, but they still have deep
effects , especially on workers that spend long hours in the environment.
Environmental factors are often more important whether the customer or worker spends much
time in the service area. Over time the effect of temperature, sound, smells and colours.
Another case in which environmental factors are especially important is in contrast with the
needs of the consumer or employee. (Mr. Idushtima, n.d)
III. Examples and practices about how different organizations utilize each element of the
marketing mix
In section II, we already make clear the essestial of marketing mix 7Ps in organization. So in this
section, let compare the stratergy of the three biggest firms in footwear industry in Vietnam
which are Adidas, Nike, and Bitis’s.
• Adidas
Source: logodix.com
Adidas- one of the biggest sport footwear company in the world that was born on August 18,
1949 in Berlin, Germany by Adi Dassler. At the age of 49, Adi Dassler created the company with
47 employees in the small town of Herzogenaurach under the name “Adi Dassler adidas
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Sportschuhfabri” with iconic symbol 3-stripes. (Adidas, n.d,History) The mission of the company
is design , construct and sell, and sustainable, the best sports products in the world, with the
best service and experience. Yet, 'best' is what the consumers, athletes, teams, partners, media
and shareholders are saying. (Adidas,n.d, STRATEGY)
• Nike
Source: WorldVectorLogo
Besides Adidas, Nike is also one of the most well-known brand in footwear industry. In January
1964, the athlete Philip Knight from the University of Oregon and his coach, Bill Bowerman,
created Nike, which was originally named Blue Ribbon Sports (BRS). The company was first run
as a distributor for Japanese shoe maker Onitsuka Tiger (now ASICS) and follows Knight's
automotive for the majority of sales on the road. (Company History, n.d, Nike). Their mission is
“To bring inspiration and innovation to every athlete* in the world.” (Nike,n.d)
• Bitis
Source: Brandsol.vn
is design , construct and sell, and sustainable, the best sports products in the world, with the
best service and experience. Yet, 'best' is what the consumers, athletes, teams, partners, media
and shareholders are saying. (Adidas,n.d, STRATEGY)
• Nike
Source: WorldVectorLogo
Besides Adidas, Nike is also one of the most well-known brand in footwear industry. In January
1964, the athlete Philip Knight from the University of Oregon and his coach, Bill Bowerman,
created Nike, which was originally named Blue Ribbon Sports (BRS). The company was first run
as a distributor for Japanese shoe maker Onitsuka Tiger (now ASICS) and follows Knight's
automotive for the majority of sales on the road. (Company History, n.d, Nike). Their mission is
“To bring inspiration and innovation to every athlete* in the world.” (Nike,n.d)
• Bitis
Source: Brandsol.vn
The only brand made by Vietnam that has foothold though many international brand import to
Vietnam. Coming from a family that has a tradition of making shoes since the 1960s. In 1992,
Mr. and Mrs. Vuu Khai Thanh established Van Thanh company with 20 workers to produce
footwear exported to Eastern Europe and Lien. The buckets followed the barter program at that
time. In 1992, in the country's new period, the business name changed to Biti's with immortal
slogan "cherishes Vietnamese foot" has been ingrained in many generations of Vietnamese
people, a product that carries the pride of Vietnamese people.
Marketin
g Mix
(7Ps)
Elements
Product The main products of the
firm is sneaker or sport
shoese that have 3-stripes
and apply many brilliant
technology used shoes such
as pure boost, ultra boost,
glide boost and the newest
is 4D technology sole. Also,
Adidas sneaker are more
famous in soccer.
Besides sneaker, appearel/
clothing for sport and
fashion, accessories are
substain product.
The same as Adidas,
sneakers and sport shoes
are the chief product
which has the Swoosh
symbol on it. The most
well-know techonology is
Nike Air cushioning
technology. Contrasty to
Adidas, basketball prefer
Nike.
Similarity with Adidas, Nike
have clothing and
accessoies too. Yet
absolutlutely that the
Swoosh symbol display on
them.
Generally, Bitis
manufactor shoes,
though Bitis Hunter is
the main product that
creating a comeback of
the Vietnamese
footwear empire. The
midsole made of
phylon very familiar
from Biti's Hunter
brand.
To strongly develop
the production of foam
because in the
Vietnamese market,
only Biti's company
has the technology of
producing foam mid
sole.
As mention above,
Bitis focus on shoes.
Besides Bitis Hunter,
There many another
types of shoes such as
scandal, jelly, heel and
handbag,…. For all age,
Vietnam. Coming from a family that has a tradition of making shoes since the 1960s. In 1992,
Mr. and Mrs. Vuu Khai Thanh established Van Thanh company with 20 workers to produce
footwear exported to Eastern Europe and Lien. The buckets followed the barter program at that
time. In 1992, in the country's new period, the business name changed to Biti's with immortal
slogan "cherishes Vietnamese foot" has been ingrained in many generations of Vietnamese
people, a product that carries the pride of Vietnamese people.
Marketin
g Mix
(7Ps)
Elements
Product The main products of the
firm is sneaker or sport
shoese that have 3-stripes
and apply many brilliant
technology used shoes such
as pure boost, ultra boost,
glide boost and the newest
is 4D technology sole. Also,
Adidas sneaker are more
famous in soccer.
Besides sneaker, appearel/
clothing for sport and
fashion, accessories are
substain product.
The same as Adidas,
sneakers and sport shoes
are the chief product
which has the Swoosh
symbol on it. The most
well-know techonology is
Nike Air cushioning
technology. Contrasty to
Adidas, basketball prefer
Nike.
Similarity with Adidas, Nike
have clothing and
accessoies too. Yet
absolutlutely that the
Swoosh symbol display on
them.
Generally, Bitis
manufactor shoes,
though Bitis Hunter is
the main product that
creating a comeback of
the Vietnamese
footwear empire. The
midsole made of
phylon very familiar
from Biti's Hunter
brand.
To strongly develop
the production of foam
because in the
Vietnamese market,
only Biti's company
has the technology of
producing foam mid
sole.
As mention above,
Bitis focus on shoes.
Besides Bitis Hunter,
There many another
types of shoes such as
scandal, jelly, heel and
handbag,…. For all age,
genders.
Place The main way Adidas uses it
is through retail stores.
Adidas has its own exclusive
stores; in which materials
are supplied directly from
the company.
On the other hand, many
multi-brand showrooms will
also have Adidas apparel
and footwear on display.
These multi-brand
showrooms receive products
from one distributor.
The third and final delivery
mode is online. Products are
sold through online means;
through fashion stores like
myntra.com as well as
Adidas' online website.
Nike shoes are supplied by
contract companies and
distribution centers, and to
multi-brand and exclusive
stores around the globe. In
the international market,
Nike sells products through
independent distributors
and subsidiaries. 200,000
retail accounts in the US
and nearly 200 countries
worldwide. Also offered
directly through the
company's web.
Bitis using 3-level
distribution channel:
"Producer - agent -
wholesaler - retailer -
consumer" because
this system is
operating effectively.
A Biti's product
distribution system
stretches from South
to North with 07
Branch Centers, 156
Marketing Shops and
more than 1,500
distribution and retail
distributors.
Price The main method that
Adidas use is Skim pricing for
the newest and unique
products that have or little
competition in market and
then reduce the price later.
For example, the newest
Adidas’s technology midsole
is 4D technology that the
price of this sneakers type
around 7-8 million VND. It is
more expensive as twice as
Pure Boost line.
Regarding Nike, they use
Skim method to entry the
new product into market.
In general Nike's shoes are
sold at high prices for the
current season for a period
of 3 to 6 months. After this
season, there is a phase
called closure, which
reduces prices gradually.
Unlike Adidas and
Nike, Bitis does not use
neither shim or
penetrate, but uses a
one-price strategy.
That means the cost of
products in one line
not changes much
though new or old line.
The price of Bitis
suitable for student
and middle class which
not to high. The Bitis
Hunter’s rage from
500,000 to 1 miliion
VND, which cheaper
than Nike an Adidas
Promotio-
n
Adidas Marketing through
various marketing media;
But the majority of
marketing focuses on
television and product
Nike partnered with some
of the top famous athletes
in many different sports
such as the Brazilian
football team, JeBron
Biti's communication
strategy is aimed at
promoting and paying
attention to new
brands and products.
Place The main way Adidas uses it
is through retail stores.
Adidas has its own exclusive
stores; in which materials
are supplied directly from
the company.
On the other hand, many
multi-brand showrooms will
also have Adidas apparel
and footwear on display.
These multi-brand
showrooms receive products
from one distributor.
The third and final delivery
mode is online. Products are
sold through online means;
through fashion stores like
myntra.com as well as
Adidas' online website.
Nike shoes are supplied by
contract companies and
distribution centers, and to
multi-brand and exclusive
stores around the globe. In
the international market,
Nike sells products through
independent distributors
and subsidiaries. 200,000
retail accounts in the US
and nearly 200 countries
worldwide. Also offered
directly through the
company's web.
Bitis using 3-level
distribution channel:
"Producer - agent -
wholesaler - retailer -
consumer" because
this system is
operating effectively.
A Biti's product
distribution system
stretches from South
to North with 07
Branch Centers, 156
Marketing Shops and
more than 1,500
distribution and retail
distributors.
Price The main method that
Adidas use is Skim pricing for
the newest and unique
products that have or little
competition in market and
then reduce the price later.
For example, the newest
Adidas’s technology midsole
is 4D technology that the
price of this sneakers type
around 7-8 million VND. It is
more expensive as twice as
Pure Boost line.
Regarding Nike, they use
Skim method to entry the
new product into market.
In general Nike's shoes are
sold at high prices for the
current season for a period
of 3 to 6 months. After this
season, there is a phase
called closure, which
reduces prices gradually.
Unlike Adidas and
Nike, Bitis does not use
neither shim or
penetrate, but uses a
one-price strategy.
That means the cost of
products in one line
not changes much
though new or old line.
The price of Bitis
suitable for student
and middle class which
not to high. The Bitis
Hunter’s rage from
500,000 to 1 miliion
VND, which cheaper
than Nike an Adidas
Promotio-
n
Adidas Marketing through
various marketing media;
But the majority of
marketing focuses on
television and product
Nike partnered with some
of the top famous athletes
in many different sports
such as the Brazilian
football team, JeBron
Biti's communication
strategy is aimed at
promoting and paying
attention to new
brands and products.
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positions. These ads attract
customers towards the
brand by sending the right
marketing message to
customers.
The popularity of the brand
also because it links with the
world's leading sportsmen,
such as Lionel Messi;
Ronaldinho Sachin
Tendulkar and many others.
James in basketball, the
Tiger Wolf in golf.
Sponsored events is a
great promotional
technique by Nike.
Nike is a high-class brand
location, selling well-
designed and expensive
products. Now attract
customers with a
marketing strategy focused
on a brand image with a
special logo and
promotional slogan "Just
Do it
Biti's selected Viral
Video, the MV "Lac
Troi" by Son Tung MTP
and the MV "Going to
Return" by Sobin
Hoang Son.
To stimulate action for
customers who are still
wondering about
buying decisions, Biti's
has launched
discounts. This
strategy is even more
successful when Biti's
combined with e-
commerce websites
and discount codes
within a certain time
frame.
People Adidas claims that only
workers can receive their
best benefits and wealth.
This is the reason why the
company provides a
generous, comprehensive
and personal compensation
plan to its full and part-time
staff. The premium value for
the adidas Group may differ
according to the position
and the location.
The employees are the
part of their suceed so
they actively invest in thier
workers, both at and
outside work, from
wellness to financial well
being. The goal at NIKE is
to help their teammates
and encourage them to
achieve their full potential.
At Bitis, the company
gives the employees
the opportunity to
present themselves,
create a dynamic
working environment
as well as the benefits
for employees
Process 1. The first step is to
greet the customer
when they enter the
shop.
2. Wait for the
customer to go
around the store to
see the products.
3. Then ask the
customers' wants
and desires
4. Guiding customer
products and
1. The first step is to
welcome the
customer into the
shop.
2. Wait for the client
to see the products
in the shop.
3. Then question the
customer's needs
and wishes
4. Guiding consumer
goods and
suggesting.
1. The first step is
greeting when
the customer
go in the store.
2. Then asking the
needs and
wants of the
customers
3. Guiding the
products for
customer as
well as
recommend
customers towards the
brand by sending the right
marketing message to
customers.
The popularity of the brand
also because it links with the
world's leading sportsmen,
such as Lionel Messi;
Ronaldinho Sachin
Tendulkar and many others.
James in basketball, the
Tiger Wolf in golf.
Sponsored events is a
great promotional
technique by Nike.
Nike is a high-class brand
location, selling well-
designed and expensive
products. Now attract
customers with a
marketing strategy focused
on a brand image with a
special logo and
promotional slogan "Just
Do it
Biti's selected Viral
Video, the MV "Lac
Troi" by Son Tung MTP
and the MV "Going to
Return" by Sobin
Hoang Son.
To stimulate action for
customers who are still
wondering about
buying decisions, Biti's
has launched
discounts. This
strategy is even more
successful when Biti's
combined with e-
commerce websites
and discount codes
within a certain time
frame.
People Adidas claims that only
workers can receive their
best benefits and wealth.
This is the reason why the
company provides a
generous, comprehensive
and personal compensation
plan to its full and part-time
staff. The premium value for
the adidas Group may differ
according to the position
and the location.
The employees are the
part of their suceed so
they actively invest in thier
workers, both at and
outside work, from
wellness to financial well
being. The goal at NIKE is
to help their teammates
and encourage them to
achieve their full potential.
At Bitis, the company
gives the employees
the opportunity to
present themselves,
create a dynamic
working environment
as well as the benefits
for employees
Process 1. The first step is to
greet the customer
when they enter the
shop.
2. Wait for the
customer to go
around the store to
see the products.
3. Then ask the
customers' wants
and desires
4. Guiding customer
products and
1. The first step is to
welcome the
customer into the
shop.
2. Wait for the client
to see the products
in the shop.
3. Then question the
customer's needs
and wishes
4. Guiding consumer
goods and
suggesting.
1. The first step is
greeting when
the customer
go in the store.
2. Then asking the
needs and
wants of the
customers
3. Guiding the
products for
customer as
well as
recommend
recommending.
5. Waiting for the
consumer and
choosing the item
6. The customer buys
the product, the staff
put the product in
the package and give
it to the customer.
7. Thanks to the client
for buying the
product from the
firm.
5. Waiting for the
customer and
selecting the
product
6. The client buys the
product, employees
put the product in
the packaging and
hand the product
to the client.
7. Thanks to the client
for buying the
product from the
company
some product
that suitable
for the
customer’s
want
4. Waiting
customer to
consider and
chose the
product
5. Customer
purchase the
product, the
employees put
the product
into the
packing and
give to the
customer
6. Thanking to
customer for
buying the
company
product
Physical
Eviden
Sells its products in distinct,
easily identifiable color
packaging on the retail
shelves. These are placed on
a company's special shelves,
with a distinct color and
design. It makes finding
these shelves in busy retail
stores easier for customers.
Has a user friendly online
site which offers customers
the possibility to view their
products from various
angles in high quality
pictures.
Nike, has a basic style and
a relaxed and
accommodating look.
Nevertheless, the Nike
logo will not extend all
over, just enough to catch
attention while looking
around.
There are various colors
around the shop and
different materials that
can touch and see, the
temperature is
comfortable and music is
sporty.
The majority of Bitis is
retail outlets so the
layout is quite
cramped and hard to
see for customers to
choose. However, Bitis
has opened 4 of the
goods directly with the
space is designed
fashion, convenience
in the youthful style,
modern, Bie's desire to
bring feeling relaxed
and respected for each
customer from the
step of the shopping as
well as in the product
experience
5. Waiting for the
consumer and
choosing the item
6. The customer buys
the product, the staff
put the product in
the package and give
it to the customer.
7. Thanks to the client
for buying the
product from the
firm.
5. Waiting for the
customer and
selecting the
product
6. The client buys the
product, employees
put the product in
the packaging and
hand the product
to the client.
7. Thanks to the client
for buying the
product from the
company
some product
that suitable
for the
customer’s
want
4. Waiting
customer to
consider and
chose the
product
5. Customer
purchase the
product, the
employees put
the product
into the
packing and
give to the
customer
6. Thanking to
customer for
buying the
company
product
Physical
Eviden
Sells its products in distinct,
easily identifiable color
packaging on the retail
shelves. These are placed on
a company's special shelves,
with a distinct color and
design. It makes finding
these shelves in busy retail
stores easier for customers.
Has a user friendly online
site which offers customers
the possibility to view their
products from various
angles in high quality
pictures.
Nike, has a basic style and
a relaxed and
accommodating look.
Nevertheless, the Nike
logo will not extend all
over, just enough to catch
attention while looking
around.
There are various colors
around the shop and
different materials that
can touch and see, the
temperature is
comfortable and music is
sporty.
The majority of Bitis is
retail outlets so the
layout is quite
cramped and hard to
see for customers to
choose. However, Bitis
has opened 4 of the
goods directly with the
space is designed
fashion, convenience
in the youthful style,
modern, Bie's desire to
bring feeling relaxed
and respected for each
customer from the
step of the shopping as
well as in the product
experience
IV. Analyze and evaluate marketing mix tactics applied by organizations through practical cases.
1. Product
About the product of 3 company, the product has the common ground is focus on shoes,
especailly sneaker. Adidas and Nike from the start was produced shoes for athele, yet Bitis
produce almost types of shoes not only sneaker. Because of focusing on sport, other itmes of
Adidas and Nike also relate to this field such as sport bra, sport wear, ball,….
About the target customer of three company are quite different too. Segmentation of Bitis are
student, young people so they do not have much many to purchase Nike and Adidas. The the
other two companies focus on customers in the middle and high class as well as the professional
atheletic so the products more better than Bitis, Which is the newbie in this field.
Next is the design of the products, or more easier is sneaker. One of the things that makes Bitis
the most is its national pride as well as the company that understands national culture. This is a
big factor that differentiates it from foreign brands like Nike and Adidas. In addition to extremely
youthful and modern designs like the general trends of the world, the company has designed
products that show high nationality. The latest is the Hanoi Street Bitis Hunter collection.
Source: Bitis Hunter
Next is Adidas, one of the brands that set the new trends in the industry. With the familiar 3-
stripe symbol, the company's designs focus on supporting sports activities and applying new
technologies to its products such as the latest 4D technology. Not only that, the company also
1. Product
About the product of 3 company, the product has the common ground is focus on shoes,
especailly sneaker. Adidas and Nike from the start was produced shoes for athele, yet Bitis
produce almost types of shoes not only sneaker. Because of focusing on sport, other itmes of
Adidas and Nike also relate to this field such as sport bra, sport wear, ball,….
About the target customer of three company are quite different too. Segmentation of Bitis are
student, young people so they do not have much many to purchase Nike and Adidas. The the
other two companies focus on customers in the middle and high class as well as the professional
atheletic so the products more better than Bitis, Which is the newbie in this field.
Next is the design of the products, or more easier is sneaker. One of the things that makes Bitis
the most is its national pride as well as the company that understands national culture. This is a
big factor that differentiates it from foreign brands like Nike and Adidas. In addition to extremely
youthful and modern designs like the general trends of the world, the company has designed
products that show high nationality. The latest is the Hanoi Street Bitis Hunter collection.
Source: Bitis Hunter
Next is Adidas, one of the brands that set the new trends in the industry. With the familiar 3-
stripe symbol, the company's designs focus on supporting sports activities and applying new
technologies to its products such as the latest 4D technology. Not only that, the company also
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made a mark in the fashion industry, especially street fashion with the famous Yeezy line of
Kanye West.
Source: The Economic Times
Source: Adidas
Finally, Nike, which focuses on supporting sports activities and especially basketball. The famous
Air cushioning technology is also a special feature of the company. It is indispensable for its
signature Swoosh logo on the products.
Kanye West.
Source: The Economic Times
Source: Adidas
Finally, Nike, which focuses on supporting sports activities and especially basketball. The famous
Air cushioning technology is also a special feature of the company. It is indispensable for its
signature Swoosh logo on the products.
Source: Nike.com
Generally, all three create quality products and can clearly see the directions of the brands.
Although Bitis is still a newcomer in the segment, it has great potential especially in the domestic
market.
2. Price
Compared with the two largest firms in the world, the two firms have many loyal customers and
are willing to buy at any cost, Bitis is less. Bitis does not use skim or penetration to penetrate the
market when launching new products, the company's price strategy is one price. This means that
all lines have the same amount of money, typically the Bitis Hunter line will always be in the
range of 500,000 VND to 1 million VND. Partly because the customers are young people with
limited economy, and the other part so that low-end customers can own a shoe that is no
different from big brands.
With NIke and Adidas, as the two long-standing brands as well as a huge number of loyal
customers, the price strategy of both is skimming. With the latest products as well as little
competition in the market, the prices of the products will be skyrocketing and in about half a year
to a year the price will gradually decrease; Instead new products will be launched. For example,
G-dragon associated with Nike to model a limited edition Air Force 1 shoe and one pair that can
go up to $ 4999.
3. Place
The main areas where Adidas is sold are retail outlets. Adidas has its exclusive shops in which the
material is directly supplied by the enterprise. On the other hand, Adidas clothing and footwear
are also displayed in many multi-brand showrooms. The products obtain from the manufacturer of
these multi brand showrooms. The third and final mode of delivery is online. The items are sold by
a apparel company online, myntra.com and the Adidas website. Due to Adidas' excellent brand
capital, the distribution channel is motivated by the operating margins that are relatively high. A
good distribution channel promotes the business better. (Kung Fu Panda, 2016)
Nike employs about 612 contract manufacturing companies around the world to manufacture
products under Nike's direction, and the finished products are shipped to 17 of today's giant
distribution centers around the world. , from these distribution centers, on demand or from pre-
order five to six months under the pre-policy, a large volume of this product will be exported
directly to more than 679 stores. retail all over the world and from there to consumers. About
local retailers that will import goods from current contracting companies in that country or from
distribution centers if available in that country. In addition, customers can buy products through
its e-commerce channel. (1,2,3 doc)
Generally, all three create quality products and can clearly see the directions of the brands.
Although Bitis is still a newcomer in the segment, it has great potential especially in the domestic
market.
2. Price
Compared with the two largest firms in the world, the two firms have many loyal customers and
are willing to buy at any cost, Bitis is less. Bitis does not use skim or penetration to penetrate the
market when launching new products, the company's price strategy is one price. This means that
all lines have the same amount of money, typically the Bitis Hunter line will always be in the
range of 500,000 VND to 1 million VND. Partly because the customers are young people with
limited economy, and the other part so that low-end customers can own a shoe that is no
different from big brands.
With NIke and Adidas, as the two long-standing brands as well as a huge number of loyal
customers, the price strategy of both is skimming. With the latest products as well as little
competition in the market, the prices of the products will be skyrocketing and in about half a year
to a year the price will gradually decrease; Instead new products will be launched. For example,
G-dragon associated with Nike to model a limited edition Air Force 1 shoe and one pair that can
go up to $ 4999.
3. Place
The main areas where Adidas is sold are retail outlets. Adidas has its exclusive shops in which the
material is directly supplied by the enterprise. On the other hand, Adidas clothing and footwear
are also displayed in many multi-brand showrooms. The products obtain from the manufacturer of
these multi brand showrooms. The third and final mode of delivery is online. The items are sold by
a apparel company online, myntra.com and the Adidas website. Due to Adidas' excellent brand
capital, the distribution channel is motivated by the operating margins that are relatively high. A
good distribution channel promotes the business better. (Kung Fu Panda, 2016)
Nike employs about 612 contract manufacturing companies around the world to manufacture
products under Nike's direction, and the finished products are shipped to 17 of today's giant
distribution centers around the world. , from these distribution centers, on demand or from pre-
order five to six months under the pre-policy, a large volume of this product will be exported
directly to more than 679 stores. retail all over the world and from there to consumers. About
local retailers that will import goods from current contracting companies in that country or from
distribution centers if available in that country. In addition, customers can buy products through
its e-commerce channel. (1,2,3 doc)
Regarding Bitis, they recognizes the agent playing a key role in its distribution system, the agent
will make it easy for the company to open. This is a place to professionally and widely promote the
company's products than other intermediaries. Since 2000, Bitis has performed the moves of
covering, and thickening. Covering the strategy of quantity, increasing sales points to improve the
Bitis system's service availability to buyers, while increasing sales acreage and opportunities. The
next stage is to fill and deepen customers to improve sales quality and efficiency. The next step is
to extend the scope of sales from cities to towns, districts and to communes. In addition to the
official distribution system, Bitis products are selled through the informal retail distribution
network to reach consumers. Currently, in the age of technology, products have been sold directly
from its website.
4. Promotion
The Adidas’s marketing is concentrated in television as well as product placement across different
marketing vehicles. Adidas' creative team has become known to use well-made, highly creative
and energized advertisements to pump adrenaline into its clients. Such promotions draw the
brand's consumers by sending the right marketing message. The adidas slogan "Nothing is
impossible" is a powerful message of the brand itself. The second marketing line for Adidas after
television is product placement. The brand 's popularity is because it links with the world's top
players, such as Lionel Messi, Ronaldinho, Sachin Tendulkar and various others. Adidas also
supports clubs, including Real Madrid, France , Great Britain (football), England and South Africa
(cricket) and other top teams. Adidas also frequently provides advertising incentives and
promotional deals to its distribution partners in order to promote advertising. (Kung Fu Panda,
2016)
Nike partnered with a number of famous athletes to create a lot of attention to their products.
Nike has signed with the top athletes in many different sports such as the Brazilian football team,
Lebron James for basketball, Tiger Wolf in golf. Funding events is a great advertising technique for
this. It gives the product attention to Nike. They also make sites dedicated to a sport such as
nikebasketball.com, nikefootball.com, Nikegolf. com. is a premium brand, selling well-designed
and expensive products. Nike minute client of a marketing strategy strategy focused on branding
images obtained by logo or as promotional slogan: "Just do it". Besides, Nike has made a good
impact on advertising, its clips always convey meaningful message, great visuals and creativity.
Every promotional clip that Nike makes is highly debating and commendable, most recently the
video "You Can't Stop Us"
Biti's media constitution is aimed at promoting and attracting new brands and products. Biti's
selected Viral Video, Son Tung MTP's “Lac Troi” MV and Sobin Hoang Son's “Go to return” MV,
which are the videos that are causing fever in the online community in early 2017. With special
features The point of gathering potential customers is young people, through the KOL channel of
will make it easy for the company to open. This is a place to professionally and widely promote the
company's products than other intermediaries. Since 2000, Bitis has performed the moves of
covering, and thickening. Covering the strategy of quantity, increasing sales points to improve the
Bitis system's service availability to buyers, while increasing sales acreage and opportunities. The
next stage is to fill and deepen customers to improve sales quality and efficiency. The next step is
to extend the scope of sales from cities to towns, districts and to communes. In addition to the
official distribution system, Bitis products are selled through the informal retail distribution
network to reach consumers. Currently, in the age of technology, products have been sold directly
from its website.
4. Promotion
The Adidas’s marketing is concentrated in television as well as product placement across different
marketing vehicles. Adidas' creative team has become known to use well-made, highly creative
and energized advertisements to pump adrenaline into its clients. Such promotions draw the
brand's consumers by sending the right marketing message. The adidas slogan "Nothing is
impossible" is a powerful message of the brand itself. The second marketing line for Adidas after
television is product placement. The brand 's popularity is because it links with the world's top
players, such as Lionel Messi, Ronaldinho, Sachin Tendulkar and various others. Adidas also
supports clubs, including Real Madrid, France , Great Britain (football), England and South Africa
(cricket) and other top teams. Adidas also frequently provides advertising incentives and
promotional deals to its distribution partners in order to promote advertising. (Kung Fu Panda,
2016)
Nike partnered with a number of famous athletes to create a lot of attention to their products.
Nike has signed with the top athletes in many different sports such as the Brazilian football team,
Lebron James for basketball, Tiger Wolf in golf. Funding events is a great advertising technique for
this. It gives the product attention to Nike. They also make sites dedicated to a sport such as
nikebasketball.com, nikefootball.com, Nikegolf. com. is a premium brand, selling well-designed
and expensive products. Nike minute client of a marketing strategy strategy focused on branding
images obtained by logo or as promotional slogan: "Just do it". Besides, Nike has made a good
impact on advertising, its clips always convey meaningful message, great visuals and creativity.
Every promotional clip that Nike makes is highly debating and commendable, most recently the
video "You Can't Stop Us"
Biti's media constitution is aimed at promoting and attracting new brands and products. Biti's
selected Viral Video, Son Tung MTP's “Lac Troi” MV and Sobin Hoang Son's “Go to return” MV,
which are the videos that are causing fever in the online community in early 2017. With special
features The point of gathering potential customers is young people, through the KOL channel of
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hot stars and idols on the Internet, Biti's has educate the market, forming a new trend of wearing
shoes. Typically, "chasing" the event celebrating the consecutive victory of U23 Vietnam in the
AFC U23 Championship, on the day the whole country rejoiced to welcome the Vietnamese sports
heroes back home, Biti's immediately Launch of its new design - Biti's Hunter proud edition
#theREDsnow. To stimulate action for customers who are still wondering about the decision to
buy Biti's Hunter, Biti's has launched a discount program. This strategy is even more successful
when Biti's combined with e-commerce websites and discount codes within a certain time frame.
5. Process
About process. It's a human operation for three businesses. Customer presence and customer
centering are needed for business activities. In addition to digital era, the operation is not
confronted with the consumer now, but through the Internet.
6. People
All three firm awarness Adidas that workers is the factor helps the company can receive their
best benefits and wealth. This is the reason why the company provides a generous,
comprehensive and personal compensation plan to its full and part-time staff. The employees are
young and dynamic, creating good feelings when buying, at the same time the companies allow
employees to express themselves and benefits when working.
7. Physical evidence
Nike, has a basic style and a relaxed and accommodating look. Nevertheless, the Nike logo will
not extend all over, just enough to catch attention while looking around.There are various colors
around the shop and different materials that can touch and see, the temperature is comfortable
and music is sporty.Give you as much room as you can, Nike. There are plenty of places to rest or
try out, go around with other shopping bags without knocking and see them in the position you
want, without having to go through the store.
Sells its products in distinct, easily identifiable color packaging on the retail shelves. These are
placed on a company's special shelves, with a distinct color and design. It makes finding these
shelves in busy retail stores easier for customers. Has a user friendly online site which offers
customers the possibility to view their products from various angles in high quality pictures.
The majority of Bitis is retail outlets so the layout is quite cramped and hard to see for customers
to choose. However, Bitis has opened 4 of the goods directly with the space is designed fashion,
convenience in the youthful style, modern, Bie's desire to bring feeling relaxed and respected for
each customer from the step of the shopping as well as in the product experience. Compared to
other long-standing Vietnamese shoe manufacturers, Bitis has begun to change to suit and
attract more customers to stores.
shoes. Typically, "chasing" the event celebrating the consecutive victory of U23 Vietnam in the
AFC U23 Championship, on the day the whole country rejoiced to welcome the Vietnamese sports
heroes back home, Biti's immediately Launch of its new design - Biti's Hunter proud edition
#theREDsnow. To stimulate action for customers who are still wondering about the decision to
buy Biti's Hunter, Biti's has launched a discount program. This strategy is even more successful
when Biti's combined with e-commerce websites and discount codes within a certain time frame.
5. Process
About process. It's a human operation for three businesses. Customer presence and customer
centering are needed for business activities. In addition to digital era, the operation is not
confronted with the consumer now, but through the Internet.
6. People
All three firm awarness Adidas that workers is the factor helps the company can receive their
best benefits and wealth. This is the reason why the company provides a generous,
comprehensive and personal compensation plan to its full and part-time staff. The employees are
young and dynamic, creating good feelings when buying, at the same time the companies allow
employees to express themselves and benefits when working.
7. Physical evidence
Nike, has a basic style and a relaxed and accommodating look. Nevertheless, the Nike logo will
not extend all over, just enough to catch attention while looking around.There are various colors
around the shop and different materials that can touch and see, the temperature is comfortable
and music is sporty.Give you as much room as you can, Nike. There are plenty of places to rest or
try out, go around with other shopping bags without knocking and see them in the position you
want, without having to go through the store.
Sells its products in distinct, easily identifiable color packaging on the retail shelves. These are
placed on a company's special shelves, with a distinct color and design. It makes finding these
shelves in busy retail stores easier for customers. Has a user friendly online site which offers
customers the possibility to view their products from various angles in high quality pictures.
The majority of Bitis is retail outlets so the layout is quite cramped and hard to see for customers
to choose. However, Bitis has opened 4 of the goods directly with the space is designed fashion,
convenience in the youthful style, modern, Bie's desire to bring feeling relaxed and respected for
each customer from the step of the shopping as well as in the product experience. Compared to
other long-standing Vietnamese shoe manufacturers, Bitis has begun to change to suit and
attract more customers to stores.
Evaluate
Comparing the three brands together, Bitis of course will not be able to match Adidas and Nike in
all aspects, but has done one thing well, that is to self-revive Vietnamese shoes as well as assert
its position in fierce competition from big foreign firms. The other two companies, which are
rivalries, always create great marketing strategies, create trends and compete directly with each
other for the industry growth.
V. Conclusion
This report has fully reviewed the strategies of rival companies, which will help the team prepare
a strategic marketing plan for the upcoming product line more fully. , which will be launched in
the next 3 months.
VI. References
Bhasin, H., 2018. 4 Types Of Service Processing - How To Categorize Service Processes?. [online]
Marketing91. Available at: https://www.marketing91.com/types-of-service-processing/
[Accessed 18 June 2020].
Dr.B.Balaji,n.d, Organization Personnel involved in Service Product Performance and Delivery, in Your
Article Library, from https://www.yourarticlelibrary.com/company/service-management/organization-
personnel-involved-in-service-product-performance-and-
delivery/40506#:~:text=Service%20personnel%20are%20those%20people,are%20important%20in%20all
%20organizations.&text=Their%20behaviour%20may%20be%20as,behaviour%20of%20formal%20sales%
20staff.
Study.com, n.d, Boundary Spanning Roles: Definition & Examples, in study.com, from
https://study.com/academy/lesson/boundary-spanning-roles-definition-examples.html
CIM, 2015, Marketing and the 7Ps, in CIM, from https://www.cim.co.uk/media/4772/7ps.pdf
Mr. Idushtima, n.d, Servicescape: Meaning, Types, Behaviours, Roles & Approaches | Service Marketing,
in Business Management Ideas, from
https://www.businessmanagementideas.com/marketing/servicescape/servicescape-meaning-types-
behaviours-roles-approaches-service-marketing/17673
Comparing the three brands together, Bitis of course will not be able to match Adidas and Nike in
all aspects, but has done one thing well, that is to self-revive Vietnamese shoes as well as assert
its position in fierce competition from big foreign firms. The other two companies, which are
rivalries, always create great marketing strategies, create trends and compete directly with each
other for the industry growth.
V. Conclusion
This report has fully reviewed the strategies of rival companies, which will help the team prepare
a strategic marketing plan for the upcoming product line more fully. , which will be launched in
the next 3 months.
VI. References
Bhasin, H., 2018. 4 Types Of Service Processing - How To Categorize Service Processes?. [online]
Marketing91. Available at: https://www.marketing91.com/types-of-service-processing/
[Accessed 18 June 2020].
Dr.B.Balaji,n.d, Organization Personnel involved in Service Product Performance and Delivery, in Your
Article Library, from https://www.yourarticlelibrary.com/company/service-management/organization-
personnel-involved-in-service-product-performance-and-
delivery/40506#:~:text=Service%20personnel%20are%20those%20people,are%20important%20in%20all
%20organizations.&text=Their%20behaviour%20may%20be%20as,behaviour%20of%20formal%20sales%
20staff.
Study.com, n.d, Boundary Spanning Roles: Definition & Examples, in study.com, from
https://study.com/academy/lesson/boundary-spanning-roles-definition-examples.html
CIM, 2015, Marketing and the 7Ps, in CIM, from https://www.cim.co.uk/media/4772/7ps.pdf
Mr. Idushtima, n.d, Servicescape: Meaning, Types, Behaviours, Roles & Approaches | Service Marketing,
in Business Management Ideas, from
https://www.businessmanagementideas.com/marketing/servicescape/servicescape-meaning-types-
behaviours-roles-approaches-service-marketing/17673
Adidas, n.d, History, in Adidas, from https://www.adidas-
group.com/en/group/history/#:~:text=On%20August%2018%2C%201949%2C%20Adi,%2Dfamous%20adi
das%203%2DStripes.
Adidas,n.d, STRATEGY, in Adidas, from https://www.adidas-group.com/en/group/strategy-overview/
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https://www.companieshistory.com/nike/
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https://text.123doc.net/document/2751236-bai-tap-mon-marketing-phan-tich-chien-luoc-gia-cua-san-
pham-giay-dep-bitis.htm
Thanh Tuyền, 2019, Phân tích chiến lược Marketing đưa Biti’s vực dậy và thành công vang dội, in APT
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vang-
doi.html#:~:text=Chi%E1%BA%BFn%20l%C6%B0%E1%BB%A3c%20truy%E1%BB%81n%20th%C3%B4ng%
20c%E1%BB%A7a,th%C6%B0%C6%A1ng%20hi%E1%BB%87u%2C%20s%E1%BA%A3n%20ph%E1%BA%A9
m%20m%E1%BB%9Bi.&text=%C4%90%E1%BB%83%20th%E1%BB%B1c%20hi%E1%BB%87n%20m%E1%B
B%A5c%20ti%C3%AAu,th%E1%BB%9Di%20gian%20%C4%91%E1%BA%A7u%20n%C4%83m%202017.
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from https://themarketingjournalist-alexacapozzi.blogspot.com/2016/11/the-extended-marketing-mix-
physical.html
Abhijeet Pratap, 2019, Supply Chain management at Adidas, in notesmatic, from
https://notesmatic.com/supply-chain-management-at-adidas/
KOTLER, P. and ARMSTRONG, G. (2012) Principles of Marketing. London: Prentice Hall. Lovelock
C. & Wright L., 1999, Principles of service marketing and management, Prentice Hall
group.com/en/group/history/#:~:text=On%20August%2018%2C%201949%2C%20Adi,%2Dfamous%20adi
das%203%2DStripes.
Adidas,n.d, STRATEGY, in Adidas, from https://www.adidas-group.com/en/group/strategy-overview/
Company History, n.d, Nike, in CH company history. Com, from
https://www.companieshistory.com/nike/
Nike, n.d, WHAT IS NIKE'S MISSION?, in Nike, from https://www.nike.com/help/a/nikeinc-mission
Baby Dragon, n.d, Phân tích chiến lược giá của Bitis, in 123 doc, from
https://text.123doc.net/document/2751236-bai-tap-mon-marketing-phan-tich-chien-luoc-gia-cua-san-
pham-giay-dep-bitis.htm
Thanh Tuyền, 2019, Phân tích chiến lược Marketing đưa Biti’s vực dậy và thành công vang dội, in APT
Software, from https://atpsoftware.vn/phan-tich-chien-luoc-marketing-dua-bitis-vuc-day-va-thanh-cong-
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