d. Email
Through email, marketers can inform and communicate with customers at a fraction of the cost of direct mail marketing. Yet consumers are bombarded with emails, even when they use spam filters.
e. Mobile Marketing
Mobile phones have become a great customer engagement tool as the number of users increases and marketers can easily personalize communication messages according to customer demographics and behaviors.
1.4.7. Word of mouth marketing
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Consumers use word of mouth about dozens of brands every day, from media and entertainment products such as movies, television shows and publications to food, travel services and retail stores. Businesses are acutely aware of the power of word of mouth, so many businesses, especially small businesses, are investing in various forms of word of mouth marketing. Word of mouth marketing is a form of marketing that is based on the habit of exchanging and communicating through human language.
1.4.7.1. Social Media
Social media are media that allow consumers to share posts, images, audio and video with each other, with businesses and vice versa. There are three main platforms for social media:
- Online communities and forums come in many shapes and sizes. Many are created by individuals or groups unrelated to the business. Other online communities and forums are created by businesses. In them, members communicate with each other or with the business through posts, instant messaging, or discussions about special interests related to the business's products and brands. They are valuable channels through which marketers can spread messages and receive feedback.
- A blog is understood as an online personal journal or diary that is updated
Regular, has become an important vehicle for word-of-mouth marketing.
Nowadays, marketers can use blogs to create a channel for direct and quick dialogue with customers. However, marketers cannot control the messages on blogs, so false rumors spread very quickly on the Internet.
- Social networks have become an important force in both the consumer market and the business market. Some major social networks today: Facebook, Twitter. Marketers are taking advantage of the great advantages of social networks to grasp the psychological characteristics and behavior of consumers for better marketing communication.
1.4.7.2. Public opinion marketing and viral marketing
Buzz marketing leverages excitement and favorable (scripted) buzz to amplify a communication message to a target audience in an unexpected or outrageous way.
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Viral marketing, also known as “word of mouth by clicking,” is the amplification of people passing on information actively created by a business through articles, videos, audio, and images.
If viral marketing focuses on information in the online world, buzz marketing adds the role of the media in creating positive buzz about the brand.
1.4.7.3. Opinion leaders
Social communicators believe that society consists of many small groups whose members interact with each other on a regular basis. Group members tend to be similar to each other, and their closeness allows marketers to communicate effectively but also creates isolation from new ideas. The challenge for marketers is to create openness of information so that group members can share information with others in society. They may be members of a group or may not be members of a group but can connect groups together.
1.4.8. Personal selling
1.4.8.1. Concept
Personal selling is a highly selective form of communication with customers.
future for sales purposes.
1.4.8.2. Objectives and tasks
Based on the characteristics of the target market and the desired position of the business in that market, determine the objectives of the sales force. It can be said that the direct selling method to customers is the most expensive contact and communication tool that a business can use. However, direct selling can be a highly effective tool at certain stages of the buying process.
Sales representatives perform one of the following duties:
- Prospecting, that is, finding and building relationships to get new customers.
- Provide information to customers about products and services.
- Sales is contact, introduction, answering questions, completing transactions.
- Provide services to customers such as consulting, technical support, financing agreements, and ensuring fast delivery.
- Collect customer information.
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- Allocate products to customers during times of scarcity.
1.4.8.3. Key steps to effective sales
The sales process includes 7 steps:
(1) Search for potential customers;
(2) Access money;
(3) Customer approach;
(4) Present sales proposals;
(5) Handling/overcoming customer objections;
(6) Closing of sale;
(7) After-sales follow-up.
To do this process well, the salesperson needs to flexibly apply the knowledge and skills required of a salesperson.
CHAPTER II: EVALUATION OF MARKETING COMMUNICATION ACTIVITIES OF QUANG COMMUNICATION JOINT STOCK COMPANY
EAGLE TRAVEL SERVICES AND TOURISM
A. OVERVIEW OF DAI BANG ADVERTISING MEDIA AND TOURISM SERVICES JOINT STOCK COMPANY
2.1. Overview of Dai Bang Advertising Media and Tourism Services Joint Stock Company
Company name: Dai Nam Tourism Advertising and Service Media Joint Stock Company
Bang.
Address: 115 Pham Van Dong - Hue City. Phone number: 02343.93.67.87
Tax code: 3301494534
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Representative: Nguyen Dinh Thuan Email: info@dulichdaibang.com Website: https://dulichdaibang.com/
https://www.khamphadisan.com/
Logo:
2.2. Introduction to the company Dai Bang Advertising Media and Tourism Services Joint Stock Company
2.2.1. History of formation and development
Eagle Tourist Advertising and Media Joint Stock Company (Eagle Tourist Advertising and Media Joint Stock Company) or Eagle Tourist was established on October 25, 2012. After 5 years of operation, the company has made important contributions
to the overall development of the tourism industry of Thua Thien Hue in particular and the tourism industry of the country in general. Each year, the company has organized tours for more than 10,000 customers, created jobs for nearly 70 employees, and created a favorable internship environment for nearly 50 students each year. In addition to effective business activities, the company also focuses on meaningful social work such as: being the governing body of Hue Tourism Channel, a free tour guide club in Hue to provide maximum support for tourists when coming to Hue. Supporting the construction of the Hue tourism information channel Hue Tourism Channel (http://kenhdulichhue.com/), participating in activities of the province and the city. Organizing gift giving, annual charity programs "Warm Spring Days" to poor people in the area. In the coming time, the company strives and develops the business scale with branches in other provinces.
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As a young company with little market experience, during its operation, Dai Bang TTQC & DVL JSC initially encountered many difficulties. Bringing products to each target customer segment was mainly done directly or through existing relationships. This was maintained in the early days when the company was newly established, causing revenue to not cover expenses. Although there had been prior preparation, with the high level of competition from other business units, due to difficulties in investment capital, building a product distribution system limited to personal relationships, this issue posed significant challenges to the company's development. Facing this difficulty, the company was required to have timely solutions to overcome it.
Realizing that the information function plays a very important role in bringing tourism products to customers and convincing them to buy products, the company has continuously invested, researched and developed the information website system, posted products, and at the same time built and developed the advertising and communication department according to its function.
As a company operating in two main areas: advertising communications and tourism services, the company's employees are young, well-trained, sharp in their work, actively cultivating new knowledge to apply to work.
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The tourism department is the main operating department of the company, playing a key role in the company's business development strategy. The tourism department plans, builds and produces unique and novel products to provide tourists with the best services. Since its establishment, the company has built a reputation with customers, participating in organizing many tours for many customers, individuals, organizations and businesses nationwide. Particularly in Thua Thien Hue province, the company has successfully organized trips for Viettinbank Hue, departments of Hue Industrial College, Hue University of Science, Faculty of Tourism - Hue University, high schools, middle schools, primary schools and kindergartens in the province. State agencies such as the Civil Judgment Enforcement Department of Thua Thien Hue province and thousands of other customers. However, the company still faces many difficulties in approaching customers, and market expansion is hindered by having to compete with previously established companies. This urges the company to have timely and correct solutions, and the solution of applying online marketing to business and product promotion is one of the first and most promising options chosen by the company.
The advertising and communications department has had 4 employees since its establishment, specializing in printing and advertising products, providing online communication solutions for many customers who are businesses nationwide. In particular, it has participated in signing large-scale contracts including brochures, catalogs, and A Luoi tourism guides of the Asian Development Bank (ADB) in collaboration with the Department of Culture, Sports and Tourism of Thua Thien Hue province within the framework of the Mekong tourism development project.
2.2.2. Vision, mission and core values
Vision :
We will be a company operating DEEPLY and WIDELY in the hospitality industry. We will be one of the ten largest tourism companies in Vietnam by 2025 and will do well in all segments of the tourism industry. And at this time our branches will be present in key markets around the world. Our staff is the quintessence of knowledge, skills, ethics, and responsibility. We always ensure the regime
for human resources in the best way and always be the company with the best human resource treatment in Vietnam. Doing business combined with charity is our operating principle.
Mission :
Customers: We bring customers local cultural experiences at the cheapest price. We will enhance the value of tourist destinations in Vietnam and the places we take visitors to. Partners: We find every way to enhance the value of our partners with a win-win philosophy. Brand: We work hard to build a Vietnamese brand of international stature. People: We will invest both material and intellectual resources to create people who are good at tourism, both morally and talentedly. All our resources will focus on investing in people and technology. Community: We do business to create good things for the Vietnamese community and the communities where we go.
Core values :
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Technology: Always be the leading company in applying the best technology to work - each employee of the company is a technology "expert". International people: Each employee of the company can be a director - an international ambassador for the company. Professionalism: Providing customers with the best services at the cheapest price and fastest speed. Technique: doing what has been committed - what has been said - what the company has proposed. Cooperation: All members of the company always cooperate with each other to complete the work in the best way. Always exchange experiences and information so that everyone is good. The company always opens the door to cooperation with all partners and customers of good will. Creativity: Always appreciate every idea no matter how it is. Dedication to customers: customer satisfaction is the top priority - Dedication to work : working with passion and responsibility.
2.2.3. Products
Regarding products and services, in addition to traditional tourism products such as the system of tours in the Central, Southern, Northern regions and foreign tours, the company is also a pioneer in building and successfully exploiting unique tours such as the sunset tour on Tam Giang lagoon (Thua Thien Hue), highlighted by the E-Park Tam Giang project.
Lagoon – an entertainment area located on the largest lagoon system in Southeast Asia. With Dai Bang Tourism and Travel Joint Stock Company, all customer needs are met, domestic and international tours depart daily organized and coordinated by the company. In addition, the company also has a variety of customer support services such as booking airline tickets, hotel reservations, buses, car rentals, etc.
DIRECTOR OF FINANCIAL PLANNING
CEO/CHAIRMAN OF THE BOARD OF DIRECTORS
BUSINESS DIRECTOR
SERVICE DIRECTOR
MARKETING DIRECTOR
HR DIRECTOR
2.2.4. Organizational structure
GENERAL MEETING OF SHAREHOLDERS
BOARD OF DIRECTORS
SCHOOL
CHIEF | CHIEF | CHIEF | CHIEF | CHIEF | CHIEF | |||||||
ROOM | ROOM | ROOM | ROOM | ROOM | ROOM | ROOM | ||||||
KDTT | E-commerce | THING | PRODUCT | MARKETI | PLAN | CORE | ||||||
ONION | PRODUCT | NG | MATHS | THE |
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Model 5: Company organizational structure
(Source: Dai Bang Service and Trading Joint Stock Company)
Director's Office: Is a core, leading department of the company. Responsible for all aspects of the company's operations before the Board of Members and current laws. The Director's Office of Dai Bang Travel Company is absolutely trusted by tourists and employees in the company because the office is always ready to meet the needs of the best quality of service for tourists. The Director's Office is also the unit responsible for foreign affairs, considering and making decisions related to policies,