RMIT Assignment on Marketing

8/17/2019 RMIT Assignment on Marketing

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1.1 explain the variouselements of themarketing process

Explain the marketingprocess and key elements inthe marketing process whichshould include but not limitedby:

1.2 evaluate the benets

and costs of a marketingorientation for a selectedorganisation

Explain marketingorientations- dentify which

marketing orientationfollowed by your companyand evaluate the benets andcosts of your company!smarketing orientation"s#

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overview

I.1/Importance of process marketing and concept marketing

Based on process marketing and concept marketing, many managers can understand the need, want,

demand and requirement of customer. One of the advantages of understanding the concept of Marketin process is

that firm can realize the need of segmenting their market and choose the most profitable segment to serve instead of

focusing on the whole market. In this way, they can better invest, approach and serve a customer by providing

product as well as services that match the requirements of their targeted customers. otably, this understanding

helps a manager the importance of constructing value!laden customer relationship which in turn help maintaining

lifetime value of customer and building customer consumer loyalty "#otler et al. "$%%&''.

International university (MI) *ietam is a branch in +sia of (MI) stralia in Melbourne. (MI) is the

largest international university in Melbourne in stralia "rmit,$%-' ./trong point of (MI) *ietam is e0change

students (MI) with students of many universities on the world.with purpose bring many opportunity to student

about e0perience studying and living in oversea environment,*ietam student can increase relationship with

student of many country on the global,beside work opportunity of student will be developed .+ddition student of

(MI) *ietam can learning in (MI) Melbourne but 1ust pay tuition same as (MI) *ietam "rmit,$%-' .(MI) is

a member of 2 university best in +ustralia,it was recognized top $%% university best in the world by organize )ime

3igher 4ducation /upplement.(MI) is a one in 2 university have highest rate about students had 1ob after

graduated.

I.2/Why I select Rmit?

5ith reputation, (MI) is one of the most qualified universities in the world. It will offers for *ietam an

ideal international learning environment. )heir focuses are not only on providing relevant theoretical knowledge but

also chances for practical training for their students. )his in turn helps their learners develop totally knowledge and

soft skills needed for real working environment"rmit,$%-'. ot to be mentioned, its qualified training programs are

widely recognised by international workforce.(MI) university created not few e0cellent student during

-$% years developed in +ustralia and -% years in *ietam "rmit,$%-'

)aking advantage from its locations, (MI) has attracted not only students in the /outh of *ietnam but also

those who are living in the orth. )heir classrooms and the most advanced equipment, entertainment, modern

dorms, dormitories are recognized as international standards. +llow a student can connect wifi free are supplied by

(MI) university. /tudents can use much equipment to support for sport, food and medicine."rmit,$%-'

)hese strengths of (MI) have attracted many applications of students and workers annually despite the

fierce competition in international training universities recently in *ietnam. )his is also the reason why I want to

know more about its success and apply for my own field of study.

6roduct7 Bachelor of Business "International Business'

Bachelor of business "international Business ' 6rogram provide for the student much knowledge,

opportunity and challenge, which will appropriate with many domestic and international corporations. +ll sub1ect of

international business is coordinated between theory and practical. +ll knowledge is very important to begin to

build business basic and help student hold a vision far and large in a future, especially help students in *ietam can

$


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be competitive with students in global .after graduate ,student can work for many corporations in various countries

in the world."rmit,$%-'

II/In details, a lot of step can assistant for manager get achievement and it will be examined. ....

Detail about RI! "

)he first!time established college Melbourne in ustralia."-889'.then -&2 college Melbourne perceived

distinction high college. +fter became technology university (MI) "-&:%'.;inal ;inal technology university (MI)

was upgraded to international university (MI) Melbourne.

(MI) was invited *ietam in -&&8.

)he ;irst facilities - (MI) university was established in $%%- at $- 6ham goc )hach street, district -, 3ooan goai ?iao *an 6huc ,#im Ma street,

district Ba >inh , 3aoi capital.

;acility -in 3o onald

"rmit,$%-'

(MI) *ietam commits that they provide for student quality education. +ll programs and course were

taught in (MI) *ietam similar with the program, and course were taught in (MI) Melbourne. +fter /tudent

graduated in (MI) *ietam will perceive diploma of (MI) Melbourne. +ll course ,document, curriculums,

estaminet students were prepared by (MI) Melbourne. Beside all professors are teaching in (MI) *ietam come

from (MI) Melbourne.5ith teaching method creative, quality 4nglish of student appropriate with standard

international." rmit,$%-'

#bout products 7 Bachelor of Business "International Business'

Bachelor of business "international Business ' 6rogram provide for students much knowledge, opportunity

and challenge, which will appropriate with domestic and worldwide corporations. +ll sub1ect of universal business

use method coordinate between theory and practical. +ll knowledge is very important to begin to build business

basic and help student hold a vision far and large in the future, especially help students in *ietam can be

competitive with students in global ."rmit,$%-'

1/!he marketing process "

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Marketing process (councilofpeacocks,2014)

Marketing process is the 2 steps model. Include steps, the firm research and learn to understand

consumers, fulfill requirements of clients, build the strong customer relationships and creat consumers value.

Beside, firm can capture value from clients, create dynamic to attract customer return, and build long!term

consumer equity." #otler et al. "$%%&''

1.1

1.1.1/

$ustomer %eed "

)he simple and important concept of marketing is person@s need ,person@s need is a status feel not enough

in their life. 44> includes a physical need such as food,clothes,warmth,safety.individual eed such as the self!

e0pression. +ll need was not created by marketing,they are primary element of physical. 5hen a person not satisfies

about need, they will repress it or find something can make they satisfy about need. Many people in countries low

advancing ,they will repress their need by product,which they hold.But people in countries high advancing they will

find something,product can make they satisfy." #otler et al. "$%%&''

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In (MI) university7

+fter many e0amine and talk with customer. (MI) understood that, parents and students need professional

education environment, good service and associate between university and parents.

In the detail. (MI) can bring to customer7

+ppropriate rapport of (MI) is constructed and maintained with clients to ensure accomplish of the sending of

quality and value service.


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by customer are >esign bachelor"fashion',advanced diploma of +rchitecture. Beside bachelor engineering is most

selected."rmit,$%-'

1.1.4/arket offering"

;irm can supply and made satisfy customers@ wants and needs. Market offering includes a combination of

products,information,products,service,or e0periences. Market offering not bound to physical products. " #otler et al.

"$%%&''

6roducts and service have a lot of differences as well as similar.

'roduct is tangible can be counted, measured and touched"#otler et al. "$%%&''.customer can see a sample, test the

product. )hey will prepare money to pay it. It can come to consumer. Benefits of product are attached in the

product, which can be offered to consumer through distribution. )he quality of product based on material is used to

creat and manufacture products. 6roduct can be owned.


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*ietnam is a country have more young people, but quality education in *ietam has more limit and not

increases as well as many countries in +/I+. 5ith ?>6 rate is developing day to day. In $%%2, ?>6 1ust &.$ bullion /> but $%- is -9-.& billion />"tradingeconimic,$%-'.when country, and income advanced.+ll

populations want to invest education for their children. Many parents and students identify that hold a high degree

from quality education environment,which can be assistant they decrease rate unemployed.Beside ,(MI) enhances

understand that student in *ietnam have fle0ible personality and lifestyle want to learn in quality standard

international education enviroment.;ollow inform from president education of *ietnam annual many parents invest

for children to go to oversea study about $%% milion />. )uition fees in *ietnam average about

$.%%%/>=course"rmit,$%-',(MI) focus parents have income average -2%%/>=month. Based on many

requiment of population in *ietnam information,(MI) is the first university invest and integrate into *ietnam with

$ locations most populous people are 3o


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6otential of product

Manager can identify that how a product is used by many different customer groups. >uring the time

e0animate,manager can know that what product is used most or what product is not used. )hey will offer

appropriate product for market.

>istribution etwork

)he companies will develop efficacious of distribution networks from the segment market. Cearning about

the way customer want to buy product. Manager will know customer want to buy online or direct in store, does

products are popular or not.

?ain ew customers

Manager will understand customer@s requirement. >o customers like product or notDManager will change

product to attract new customers. Beside they must balance to attract new customers and maintain old customers.

"ehow,$%-'

1.2.2/)nderstand target market"

4valuating and estimating about appeal of each segment then culling one or more segmentation market to

invest and participate in " #otler et al. "$%%&''

)he main customer of (MI) is many parents want to invest education for their children and want to

children can study in standard international environment. 3aving children from -8 age, high financial and average

income about -%%% />=month. +nd many students have fle0ible personality and curious.

1.2.3/&ifference and position.

&istinction of RI! students.

students can attain many special skills from (MI), but students will not gain that skill from 3arvard university.

/pecially, student will approach with the best logic way in the global.

In the detail such as7

Cearning way to be easy integrate in new culture.5orking in a mi0 culture group

#now the way to control time effect

+ctive find the best way to resolve trouble in bad situation.


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"rmit,$%-'

+bout +verage tuition of (MI) university is about $.%%%=full student time student "rmit,$-%'

medium tuition of ational nversity of /ingapore is about 2%.%%%/>=full time student."creosis,$%-'./o

+verage tuition of (MI) cheaper than tuition of 3arvard is -8.%%% />=full time student.

1.3.1/#nalysis of marketing mix *+ p "

)hey include many tool marketing mi0es,strategic was selected by company to bring satisfy for customer

in the target market " #otler et al. "$%%&''

!he +'s of marketing mix " #otler et al. "$%%&''

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'roduct"

5hen integrate into *ietnam (MI). )hey were 1ust selecting many industries appropriate with real require

of students *ietnam such as7

In *ietnam, the most popular industry is technology and business. (MI) understood that, they focus

training in industry technology and business. /o (MI) can supply require of student.

4specially, after many years operated and developed. (MI) not maintained many old industries, they add a

lot of new industry to create more Manpower.)here is 4nglish center in (MI).purpose of this center assistant many

low!level 4nglish students.

'rices"

Because (MI) is operating in *ietnam with the tuition fees not high, which is an opportunity for students

want to study international program but not potential go to oversea. )he advantage of (MI) is, training

international standard curriculum same as many others universities in the word, but students 1ust pays tuition

cheaper from -=$ to -= tuition fee of other universities.

$ompare RI! with international university of (ingapore.

!uition fee of RI! (r!it,2014)

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!uition fee of international university of (ingapore (creosis,2014)

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'lace"

;acility of (MI) in 3o


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'romotion"

(MI) usually organizes activity sociate with the purpose assistant for women group about field prevent

3I*=+I>/.encourage 4ncourage students of (MI) assistant many poor people, thevictim of storm and teach an

alphabet for many people disabilities./pecially (MI) supplies necessary research equipment for other universities

in *ietam.

In addition, (MI) supply scholarship for students such as7 full time, -=$ time,-= -= time scholarship

e0cellent students.2 scholarship assistant dormitory for students is with value is from - to course in /aigon

dormitory.

1.4.1/-valuate the customer relationship"

$ustomer value"

5hen


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0enefit

5hen managers understands client@s need, they will know the way to ad1ust operation of corporation to

bring to satisfy for customer. Manager will enhance their relationship with clients and know the way to increase

customers loyalty.

$ustomer (ervice

Based on


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2.1/!he marketing orientation

Marketing orientation is process focus, identify, supply require of customers through products. It is not

same as old strategic marketing, 1ust focus about selling places, not attempt to create or design new products to

supply to require of customers. In real, marketing orientation is plan marketing.It is coordinated between

corporation and their customers. "investopedia,2+1%#

!he production concept"


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Based on information of market concept7 manager can understand enhance about analyst target customer,

so firm will change products to it appropriate with their require of clients, and their products will stand out than

competitors in the market.

!he societal marketing concept"

Managers identified need,want,requirement of the target market. )hen organize must bring to customer well

product and from it will have element can be useful for societal and give benefit, satisfaction for consumer.

#dvantage"

;rom societal marketing concept, reputation corporate and band will be enhanced, increase customer

loyalty, construct and increase revenue from selling products.

2.2/!he arketing rientations of RI!"

(MI) towards the marketing concept. In here, (MI) usually focuses in quality of education they can bring

to customers. )hey put quality of education in the top. Beside (MI) organize the conference with customer is

students and parents to receive respond of clients about quality of service. ;rom it, (MI) will improve and fi0

mistakes to supply require of customer.

2.3/0enefits of RI!6s rientations"

)oday with more 8$.%%% students is learning in (MI) "Melbourne,*ietam'.all students of (MI) from -%%

countries in the global such as


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1)


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RMIT Assignment on Marketing

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