1.

1 explain the various

elements of the
marketing process

Explain
the
marketing
process and key elements in
the marketing process which
should include but not limited
by:

1.2 evaluate the benefits

and costs of a marketing
orientation for a selected
organisation

Explain
marketing
orientations
Identify
which
marketing
orientation
followed by your company
and evaluate the benefits and
costs of your companys
marketing orientation(s)

 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. Notably, 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 (Kotler et al. (2009)).
International university RMIT VietNam is a branch in Asia of RMIT Ustralia in Melbourne. RMIT is the
largest international university in Melbourne in Ustralia (rmit,2014) .Strong point of RMIT VietNam is exchange
students RMIT with students of many universities on the world.with purpose bring many opportunity to student
about experience studying and living in oversea environment,VietNam student can increase relationship with
student of many country on the global,beside work opportunity of student will be developed .Addition student of
RMIT VietNam can learning in RMIT Melbourne but just pay tuition same as RMIT VietNam (rmit,2014) .RMIT is
a member of 5 university best in Australia,it was recognized top 200 university best in the world by organize Time
Higher Education Supplement.RMIT is a one in 5 university have highest rate about students had job after
graduated.
I.2/Why I select Rmit?
With reputation, RMIT is one of the most qualified universities in the world. It will offers for VietNam an
ideal international learning environment. Their focuses are not only on providing relevant theoretical knowledge but
also chances for practical training for their students. This in turn helps their learners develop totally knowledge and
soft skills needed for real working environment(rmit,2014). Not to be mentioned, its qualified training programs are
widely recognised by international workforce.RMIT university created not few excellent student during
120 years developed in Australia and 10 years in VietNam (rmit,2014)
Taking advantage from its locations, RMIT has attracted not only students in the South of Vietnam but also
those who are living in the North. Their classrooms and the most advanced equipment, entertainment, modern
dorms, dormitories are recognized as international standards. Allow a student can connect wifi free are supplied by
RMIT university. Students can use much equipment to support for sport, food and medicine.(rmit,2014)
These strengths of RMIT have attracted many applications of students and workers annually despite the
fierce competition in international training universities recently in Vietnam. This is also the reason why I want to
know more about its success and apply for my own field of study.
Product: Bachelor of Business (International Business)
Bachelor of business (international Business ) Program provide for the student much knowledge,
opportunity and challenge, which will appropriate with many domestic and international corporations. All subject of
international business is coordinated between theory and practical. All 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 VietNam can

be competitive with students in global .after graduate ,student can work for many corporations in various countries
in the world.(rmit,2014)

II/In details, a lot of step can assistant for manager get achievement and it will be examined. ....
Detail about RMIT :
The first-time established college Melbourne in ustralia.(1887).then 1954 college Melbourne perceived
distinction high college. After became technology university RMIT (1960).Final Final technology university RMIT
was upgraded to international university RMIT Melbourne.
RMIT was invited VietNam in 1998.
The First facilities 1 RMIT university was established in 2001 at 21 Pham Ngoc Thach street, district 1, HoChiMinh
city.
The second facilities 2 RMIT university was established at 2004 at 2/2c Doan Ngoai Giao Van Phuc ,Kim Ma street,
district Ba Dinh , HaNoi capital.
Facility 1in Ho Chi Minh City began to operate in 2005.
Facilities 2 in Ha Noi capital began to operate in 2007 and construct new facilities at 521 Kim Ma street, district Ba
Dinh, Ha Noi Noi capital.
Has 6000 students in 2011
4000 students Graduated in 2011
Executive and principal: Professor Gael McDonald
(rmit,2014)
RMIT VietNam commits that they provide for student quality education. All programs and course were
taught in RMIT VietNam similar with the program, and course were taught in RMIT Melbourne. After Student
graduated in RMIT VietNam will perceive diploma of RMIT Melbourne. All course ,document, curriculums,
estaminet students were prepared by RMIT Melbourne. Beside all professors are teaching in RMIT VietNam come
from RMIT Melbourne.With teaching method creative, quality English of student appropriate with standard
international.( rmit,2014)
About products : Bachelor of Business (International Business)
Bachelor of business (international Business ) Program provide for students much knowledge, opportunity
and challenge, which will appropriate with domestic and worldwide corporations. All subject of universal business
use method coordinate between theory and practical. All 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 VietNam can be
competitive with students in global .(rmit,2014)
1/The marketing process :
4

Marketing process (councilofpeacocks,2014)

Marketing process is the 5 steps model. Include 4 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.( Kotler et al. (2009))

1.1
1.1.1/
Customer Need :
The simple and important concept of marketing is persons need ,persons need is a status feel not enough
in their life. NEED includes a physical need such as food,clothes,warmth,safety.individual Need such as the selfexpression. All need was not created by marketing,they are primary element of physical. When 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.( Kotler et al. (2009))
5

In RMIT university:
After many examine and talk with customer. RMIT understood that, parents and students need professional
education environment, good service and associate between university and parents.
In the detail. RMIT can bring to customer:
Appropriate rapport of RMIT is constructed and maintained with clients to ensure accomplish of the sending of
quality and value service.
Complaints of customer are dealt with respect and sensitive to appropriate with organizational requirements.
Assistance and anserwer question of customer are handled by special way,can bring to customer satisfy and
appropriate with organisational requestment.
Have apportunities for experience in RMIT to customer can understand enhance about quality service and product
of RMIT.

1.1.2/Customer Want :
Is persons need, they are identified by individual personality and culture.Persons want about the thier life
increase.People will find and will be attracted by many modern products, and they will buy that product. So
producer must offer to market many products with fresh design, feature and upgrade about quality. ( Kotler et al.
(2009))
RMIT understood customer s want, then they supplied the best service for students such as modern
facility(standard international facility ), student can be supplied housing counsel service(helping you all trouble
about accomodation),organize organize clubs and activity society assistant in associating customer with many
students from many countries. Build sporting clup(from soccer,teakwood to badminton),ministering ministering
health by special service, go to university by bus service. Organize tour and trip for students, help they can develop
the soft skills include camping, skiing and surfing trips. Student can relax after study time with Free gym, cinema,
training dance, bands and so much more. (rmit,2014)

1.1.3/Customer Demand:
Human usually desire about want, need approximate maximum, but resource and product are a limit.
Therefore ,consumer had to cull products, which will be bought in the future, and it will bring elevated value and
high satisfy to them. When human desire buy products but judge that it is appropriate or not, desire buy was
promoted from many elements, and human want was promoted by buying power. So want will become demand.
Consumer will think products as same (bundles of benefit ), and will select product can bring benefits but
appropriate with their money. . ( Kotler et al. (2009))
RMIT usually listens and perceive a lot of ideas or requirement of consumer from website, conference and
letter to understand customer. In the detail, all program at RMIT was selected and cull from all programs of RMIT

by customer are Design bachelor(fashion),advanced diploma of Architecture. Beside bachelor engineering is most
selected.(rmit,2014)
1.1.4/Market offering:
Firm can supply and made satisfy customers wants and needs. Market offering includes a combination of
products,information,products,service,or experiences. Market offering not bound to physical products. ( Kotler et al.
(2009))
Products and service have a lot of differences as well as similar.
Product is tangible can be counted, measured and touched(Kotler et al. (2009)).customer can see a sample, test the
product. They 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. The quality of product based on material is used to
creat and manufacture products. Product can be owned. Customer can find the value of product in the box or after
use product(marketinglist,2014)

Service is intangible, not concrete. Consumer needs to come to their locations. Customer can find and identify the
quality of service from experience, skill, promotion of service provider and how a service-giver is selected and
trained. Services are bought and used based on the belief. They cannot be owned (marketinglist,2014)
Product of RMIT is an experience. It is the intangible. Student or parents can identify the education quality
thought experience and reputation of RMIT. Besides the student and parents can belief RMIT based on advancing
history and renown attained in many years.

1.2.1/Understand Segmentstation:
In the market include many types of customers, we do not severe for all customers. Many buyers can
require not same product. So we should separate market to many types of the different group based on
demographic, geographic, psycho graphic and behavior to sever best and get profitable. ( Kotler et al. (2009))
Segmentstation (tutor2u,2014)

Vietnam is a country have more young people, but quality education in VietNam has more limit and not
increases as well as many countries in ASIA. With GDP rate is developing day to day. In 2005, GDP just 49.42
bullion USD but 2014 is 171.39 billion USD(tradingeconimic,2014).when country, and income advanced.All
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 ,RMIT enhances
understand that student in Vietnam have flexible personality and lifestyle want to learn in quality standard
international education enviroment.Follow inform from president education of Vietnam annual many parents invest
for children to go to oversea study about 200 milion USD. Tuition fees in Vietnam average about
32.000USD/course(rmit,2014),RMIT focus parents have income average 1500USD/month. Based on many
requiment of population in Vietnam information,RMIT is the first university invest and integrate into Vietnam with
2 locations most populous people are HoChiMinh city and Hanoi capital.
RMIT identified that culture of VietNam is the trend of all parents is want to that,after graduate university,
their children can have a job. With input of RMIT is easy, and after graduatedstudents are offered diploma,which is
recognized the best quality in global. So it can attract many students and parents.
Vietnam has regular political environment .Political in Vietnam encourage many to organize of oversea
invest in VietNam.1992 RMIT advanced relationship with VietNam about education, business, research
technology,financial.1998 RMIT was recognized by government of VietNam is 100 percent capital of australia.
(carreerbuilder,2014)
1.2.1.a/Importance of segmentation market:
Understand clients
First manager had to understand that why customer wants to buy product. Segment market creates
development profit of a lot of different types of customer. Manager can use information of consumer to develop
products and bring to satisfying for thier customers.

Potential of product
Manager can identify that how a product is used by many different customer groups. During the time
exanimate,manager can know that what product is used most or what product is not used. They will offer
appropriate product for market.
Distribution Network
The companies will develop efficacious of distribution networks from the segment market. Learning 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.
Gain New customers
Manager will understand customers requirement. Do customers like product or not?Manager will change
product to attract new customers. Beside they must balance to attract new customers and maintain old customers.
(ehow,2014)

1.2.2/Understand target market:

Evaluating and estimating about appeal of each segment then culling one or more segmentation market to
invest and participate in ( Kotler et al. (2009))
The main customer of RMIT is many parents want to invest education for their children and want to
children can study in standard international environment. Having children from 18 age, high financial and average
income about 1000 USD/month. And many students have flexible personality and curious.

1.2.3/Difference and position.

Distinction of RMIT students.
students can attain many special skills from RMIT, but students will not gain that skill from Harvard university.
Specially, student will approach with the best logic way in the global.
In the detail such as:
Learning way to be easy integrate in new culture.
Working in a mix culture group
Know the way to control time effect
Active find the best way to resolve trouble in bad situation.
Can analyst performance of students
Know the way to Apply knowledge to oversea or domestic environment empathy with other

(rmit,2014)
About Average tuition of RMIT university is about 32.000/full student time student (rmit,2104)
medium tuition of National Unversity of Singapore is about 50.000USD/full time student.(creosis,2014).So
Average tuition of RMIT cheaper than tuition of Harvard is 18.000 USD/full time student.

1.3.1/Analysis of marketing mix (4 p) :

They include many tool marketing mixes,strategic was selected by company to bring satisfy for customer
in the target market ( Kotler et al. (2009))
The 4Ps of marketing mix ( Kotler et al. (2009))

10

Product:
When integrate into Vietnam RMIT. They were just selecting many industries appropriate with real require
of students Vietnam such as:

In Vietnam, the most popular industry is technology and business. RMIT understood that, they focus
training in industry technology and business. So RMIT can supply require of student.
Especially, after many years operated and developed. RMIT not maintained many old industries, they add a
lot of new industry to create more Manpower.There is English center in RMIT.purpose of this center assistant many
low-level English students.
Prices:
Because RMIT is operating in Vietnam with the tuition fees not high, which is an opportunity for students
want to study international program but not potential go to oversea. The advantage of RMIT is, training
international standard curriculum same as many others universities in the word, but students just pays tuition
cheaper from 1/2 to 1/3 tuition fee of other universities.
Compare RMIT with international university of Singapore.
Tuition fee of RMIT

(rmit,2014)

11

Tuition fee of international university of Singapore (creosis,2014)

12

Place:
Facility of RMIT in HoChiMinh city and Hanoi Capital, which is 2 big city and income rate of a person is
high.Beside,all students go to study in oversea rate of 2 cities is high.
RMIT was constructed in 7 district.Near Phu My Hung graph. Phu My Hung is the high graph, there are
many foreigner living and working in here.So advantage of place is help RMIT can achieve the market target easier.
13

Promotion:
RMIT usually organizes activity sociate with the purpose assistant for women group about field prevent
HIV/AIDS.encourage Encourage students of RMIT assistant many poor people, thevictim of storm and teach an
alphabet for many people disabilities.Specially RMIT supplies necessary research equipment for other universities
in VietNam.
In addition, RMIT supply scholarship for students such as: full time, 1/2 time,1/3 1/3 time scholarship
excellent students.5 scholarship assistant dormitory for students is with value is from 1 to 3 course in Saigon
dormitory.

1.4.1/Evaluate the customer relationship:

Customer value:
When Customer uses products .Reputation, renown,image and position of customer will be affected by
price, service, brand of that products.
Customer satisfaction:
Customers can recognize and find feature,performance,benefit of product appropriate with anything
customers thought and looked forward to product.
Customer relationship management:
They are tool to attract and communicate with customer effect. Manage information about customer such as
need, want, contact to serve for customer by the best way. Target of CRM is construct and attract new customers,
maintain old customer and bring to they customer value and satisfaction,keeping and growing profitable customer
relationship.
1.4.2/Importance of customer relationship management CRM:
CRM can cretae interaction between clients and a corporation. Help a manager can keeping satisfy of
clients and helping for success of the business.
Objective

CRM can help a manager learn about customers, what value clients bring to corporations and how profit
they bring to company.

14

Benefit
When managers understands clients need, they will know the way to adjust operation of corporation to
bring to satisfy for customer. Manager will enhance their relationship with clients and know the way to increase
customers loyalty.
Customer Service
Based on CRM managers can supply to clients better service and can support to find the way develop
revenue for company .

Insight
From CRM, managers can control their customers, know that does losing clients to competitor,understand
enhance customers and can know how many customers are using their products. (smallbusiness,2014)
1.4.3/The reason companies care for CRM.
Many companies are doing all step of CRM very carefully,with purpose reduce unfortunate in business and
increase serve customers quality. A lot of corporations think CRM is strategic marketing for they. Beside not few
coporation think CRM is the operation process of they.

Customer Lifetime Value

In attendance value of the all profit managers will realize, from their average clients rate buy products
during all the period, that clients do purchase with the firm.( geocities,2014)
Share of customers:

(marketing91,2014)
Customer equity

15

2.1/The marketing orientation

Marketing orientation is process focus, identify, supply require of customers through products. It is not
same as old strategic marketing, just 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,2014)
The production concept:
Consumers like many products usually are available and high offerable. So management should centralize
on improve produce of product and distribution efficiency and reasonable.
Advantage:
Support managers understand that expand research of a target customer is not necessary and must not pay
much money for advertising products.
The product concept:
Consumer like many products usually are developed about quality, design, performance and want to holds
modern feature.Therefore,managers should centralize on improve design and innovation feature of product.
Advantage:
Clients favor products that supply the best quality.
Customers will buy more products without much convince.
Product was made by company will be most buy in the market.
The selling concept:
Consumer will not buy product if it not buys on large market and promotion effort. Managers will get
profits from revenue.
Advantage:
Managers focus on selling products, so they will find the best way to selling such as promotion or customer
be attacked gift when buy products.
The marketing concept:
Managers identifies and finds what consumers need and requirement ,then they will provides products
,which can bring high satisfaction to clients.
Advantage:
16

Based on information of market concept: 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.
The societal marketing concept:
Managers identified need,want,requirement of the target market. Then organize must bring to customer well
product and from it will have element can be useful for societal and give benefit, satisfaction for consumer.
Advantage:
From societal marketing concept, reputation corporate and band will be enhanced, increase customer
loyalty, construct and increase revenue from selling products.
2.2/The Marketing Orientations of RMIT:
RMIT towards the marketing concept. In here, RMIT usually focuses in quality of education they can bring
to customers. They put quality of education in the top. Beside RMIT organize the conference with customer is
students and parents to receive respond of clients about quality of service. From it, RMIT will improve and fix
mistakes to supply require of customer.
2.3/Benefits of RMITs Orientations:
Today with more 82.000 students is learning in RMIT (Melbourne,VietNam).all students of RMIT from 100
countries in the global such as China,Vietnam,USA,UK,Hongkong,Singapore,japan,korea,Malayxia,..

(rmit,2014)
Conclusion
Based on marketing process, managers can enhance understand customers, know the best way to supply
customer's requirement and bring to satisfy to clients. Achieve profit in business and grow customer of corporation.

References list:

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