INDIVIDUAL ASSIGNMENT

Group member:

Cao Minh Ngoc – HS150360

Class: MKT101 – Block 5

Lecturer: Nguyen Hoang Phuong Linh

Course: MKT101

Question 1:
Along with the development of the digital age, technology - modernization 4.0, they
create a lot of influence on change and marketing trends.
 Changes in marketing practices in the old economy and the new economy today:
 About organization:
In the old economy, marketing was organized by product unit; but in the new
economy it was organized by customer segment.
Customer segmentation or customer segmentation is an activity of the business to
divide the group of customers who share the same characteristics; to facilitate the
implementation of business strategies.
 In terms of value:
If in the old economy, the goal of the media campaign is towards lucrative
transactions; Today's goal is to provide lifelong value to our customers. Old
media campaigns are merely branding; In the development of the new economy;
With a multitude of brands big and small; Media campaigns are tasked with
connecting products with customers in a long-term way, building loyalty and
credibility.
 About reporting:
With the goal of profit; The success of marketing in the old economy is expressed
and evaluated based on the financial statements of the business. But today,
when the goal of the job is towards long-term and sustainability, businesses must issue
more marketing reports that demonstrate market access. Attract customers as
well as loyal customers.
 Marketers:
In the old days, only large companies had a position allocation, new
departments doing marketing;the work would be done by a professional or specialized
department. . Today, thanks to the rise of the digital age, everyone does
marketing. From branded companies to stores large and small;or even
households that open sales also do marketing for their productsand services. Me. The
work may be performed by the person or specialized department of the enterprise; or
mediated by people,companies (media companies, agencies, web designers ,...) do.
 Branding:
Branding is one of the leading things for the business. The branding through
this ad has been changed by building through competence. In the digital economy,
facing countless competitors, brands; only the quality and reputation of the brand
of new products/services are etched in the minds of customers.

 For customer relationships:

Starting with branding through competence; Marketing in the digital age requires
activities, customer retention programs, and customer satisfaction measurements.
Thereby meeting their desired needs, loyalty ratio, low product/service
commitment; but supply beyond the promise of bringing The reputation of the business
to the customer.
  Customer Relationships (CRM): The general process of building and
maintaining relationships with customers; By providing higher value
and satisfaction to customers.
CRM is tasked with making efforts to create, maintain and develop customers;
reduce the number of customers who give up using products/services; At the same
time, keep and take care of existing customers. In fact, businesses use incentive
programs, build loyalty with customers,take care of customers ,...
 For example, in the past companies used print or radio newspapers to advertise
brands, but the trend now is to advertise through social networks, in the web, or run
paidads. Interacting with consumers is also done through websites or likes and
comments in social networking sites.

Question 2:
There are 4 factors affecting the behavior of consumers: Culture, Society,
Personal, Psychology.
1. Culture: Is the most fundamental factor that determines the will and
behavior of shoppers. For example, Vietnamese people when making
purchases are always dominated by cultural factors with national
identity that affect the value of choice.
a. Culture: Each culture contains small groups or specific cultures,
which create their own characteristics and level of social
integration for those members. Specific cultural groups include
ethnic, racial, religious, religious, religious, geographical regions.
For example, northerners have different styles of eating, spending,
housing, and clothing than central people.
b. Social class: Social classes are relatively homogeneous and durable
classes in a society, arranged in a religious order, and members of
those hierarchies share the same values, concerns, and manners.
The social class relies not only on a single factor such as income,
but also a combination of occupation, income, education, wealth
and others. For example, upper-class people don't eat in casual
eateries. They shop for expensive consumer goods, stay high-rise,
play tenist, ride luxury cars...
2. Social factors
 a. Family: From a parent, someone receives political, economic and
meaningful orientation and the meaning of personal desire, love,
and virtue.
b. Status role: Each role is associated with a status that reflects the
general respect of society, in line with that role. Therefore, buyers
often choose products that speak to the role and status in society. 
For example, the purchase of a motorbike or car is usually decided
by the husband, while the kitchen utensils are decided by the wife.
3. Personal factors
a. Age: Each age has different buying habits and needs.
b. Occupation: Each career also has different shopping needs to suit
the profession.
c. Lifestyle: Whether people are in the same social class, same age or
culture, there will be people who have different lifestyles that lead
to their shopping needs.
d. Economic circumstances: A person's economic circumstances will
greatly affect his or her product choice.
For example, local brand fashion items sold to students are very
reasonable because the item meets the factors that most students
are customers.
4. Psychological factors
a. Motivation: A person may have many needs at any time in their
life.
b. Perception: Perception depends not only on the individual
characteristics of the person, on the influence of the influencing
factors, but also on the relationship between that factor and his or
her surroundings and to the person's individual characteristics.
c. Knowledge: Knowledge theo researchers claim that a person's
knowledge comes from the interaction of impulses, triggers,
suggestive situations, responses, and reinforcements.
d. Belief is the affirmative meaning that people have about certain
things, beliefs can be based on knowledge or public opinion or
trust and may be influenced or unaffected by emotional factors.
For example, the majority of customers have the belief that
Apple's use will be for class, luxury
Question 3:
 Choose Bitis's Hunter from Bitis's
 a. About market segmentation
- Geographical segment: Biti's products are mainly
sold in Vietnam, in addition to having many customers
in other countries but only accounting for low
quantities.
b. On demographic segment:
- Biti's Hunter primarily hits out at young, student,
and low-income low-income customers.
c. On the psychological segment:
- Biti's Hunter hits out at young customers who are
passionate about street hip-hop, self-expressing,
dynamic.
d. About behavioral segmentation
- Biti's Hunter products are considered to be good
quality, beautiful designs in addition to they have a
very good level of customer care so you can see. That
Biti's is very interested in their customers especially
loyal customers.
 2. Target
- With Biti's Hunter's marketing strategy in terms of
price being offered, they built their products for less
than VND1,000,000, so that Biti's products could be
offered. It will attract more consumers, especially
young people.
- Biti's Hunter's target customers are
nationwide, so it's important that the company's products be
distributed everywhere across the country.
- Advertising is an effective tool and the fastest
means of introducing products to customers. Reach
people and increase sales quickly.
 3. Poisition
- The slogan "Cherishing Vietnamese Feet" was born at this
time and has positioned the brand in the hearts of
consumers through television advertising.
- The product of the business is growing with the energy of
youth through generation understanding. Young people
have a desire to explore, learn, have positive energy
and above all, always aim for the values that create
happiness. So Biti's way of shaping the brand is based on
such generation sensiity.