Promote Marketing Activities, Publication Marketing

Market research and market research are mandatory tasks for PHS Hanoi Company, and are the first prerequisites for market domination. To be successful in business, the company must first train a team of employees with comprehensive knowledge of business, economics, etc., and grasp the needs and tastes to help the company come up with the right business strategies and tactics.

It is necessary to carefully study the issue of customer service, provide full information about XBP, and organize regular book introductions in many forms.

Expanding the business network (by selling at home) establishing direct and indirect sales agents applying appropriate and attractive discount policies to create many new sources of consumption. Introducing home sales to create conditions for employees to approach new customer needs. Changing the way of selling to expand the market with the current method of customers having needs to find the bookstore themselves, sales staff become passive, only serving the existing needs of customers. Organizing a team of agents to deliver books to customers' homes, proactively searching for potential customers, always adding to the source of new customers by finding customers themselves to introduce XBP products. To implement the new business method, the company needs a team of employees by designing a new program to help employees be able to handle all situations in communication, prepare mentally for customer reactions to grasp the psychology to convince interested customers to decide to buy XBP. Transform sales steps into professional processes. At the same time, establish relationships to build a customer care service system after sales to maintain regular relationships.

3.3.3. Promote marketing activities and publication marketing

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Marketing can be understood as the concern for satisfying customer needs with goods and a series of factors related to creating the supply and finally consuming those goods: " The concept of social ethics marketing affirms that the task of the enterprise is to determine the needs, desires and interests of target markets and satisfy them in more effective ways (than competitors)

competition), while maintaining or enhancing the level of well-being for consumers and society " [40, p. 22].

Marketing activities create conditions for business activities of enterprises to be linked to the market. No businessman does not direct all efforts to seek profit, because that is the career goal, the survival and development of the enterprise, the condition to realize the basic goal of business is to satisfy the maximum demand for cultural goods and services. On the other hand, to achieve the goal of profit requires businessmen to have talent - capital - market and good sales.

In the current situation, the demand for XBP of customers is very rich, diverse and complex. Meeting and satisfying the needs of customers in the market is an urgent and difficult problem. Therefore, PHS Hanoi Company not only provides the market with XBP with good content and high quality but also has to exploit many different types of goods to suit the multi-faceted needs of the market with many groups and many customers.

Through product strategy, pricing, product distribution strategy to achieve the basic goal of creating profitability, creating the Company's power in XBP business.

Product strategy plays an important role in the company's business strategy. It is the foundation for market research and also a weapon to enhance competitiveness in the XBP market. This is done when the business creates many new products with good, attractive content, good quality, suitable for the needs of customers with high humanity and education.

The decisive factor for the success of PHS Hanoi Company is the XBP product itself. Correctly identifying XBP is vital. With the existence of the business expanding the market, penetrating into large markets. The XBP business attracts the attention of customers largely depends on the brand quality and reputation of XBP.

Price plays an important role for businesses, expressing the concentration of economic benefits and the position and role of units in the market. Currently, the price competition of XBP is very fierce due to the unreasonableness between the private sector and the state. Due to the uneven tax policy between business individuals and XBP enterprises, it creates an unreasonable market: the private sector is flexible in prices, discounts for customers, but with state enterprises, the flexibility is ineffective due to many complicated procedures.

Marketing not only meets and orients XBPs to suit customer needs but can also provide customers with the best services and sales methods.

Establishing relationships with customers, always creating new needs for customers about XBP, consulting to help customers in finding XBP, organizing sales activities in many forms, promoting the self-selection form to create an attractive space for customers because customers " do not buy a product, people buy excitement " [27, p. 66]. That helps the Company gain the sympathy and attention of customers.

In business, risks are inevitable, marketing activities help the Company minimize possible risks. Through understanding the market and customers, the Company can grasp customer habits and the needs of different customer groups to have appropriate solutions.

In the market economy, companies, factories, plants, farms, shops, businesses, etc. all want their products to be recognized by the market and gain a large market share. To introduce their products to each customer requires a very important step, which is the marketing and product introduction process. Businesses that want to consume a lot of goods must make marketing an art of promoting their goods to create a prestigious brand in the market.

From the practical business activities of PHS Hanoi Company as well as all other enterprises must promote marketing activities. Marketing goods is the use of skills and techniques in the process of business promotion to accelerate the progress of consumption.

product consumption. Marketing is a form of human activity aimed at satisfying human needs and desires. Propaganda and advertising are a supporting strategy in the marketing of each XBP enterprise.

Propaganda and advertising marketing is a form of information about XBP of manufacturers and XBP traders to customers in the market. The culture of marketing propaganda and advertising is expressed through an accurate information system, manufacturing enterprises choose channels of information about XBP to reach customers, and the compatibility between skills and techniques of market access is a condition to promote business efficiency.

Based on the target audience (customers) to have effective marketing methods. The target audience is very diverse, with different income levels, needs, interests, and tastes. The XBP marketing strategy of PHS Hanoi Company also requires richness, diversity, and many forms.

Marketing can be done through advertising and propaganda in newspapers and mass media, participating in introducing and expanding cooperative relationships through strong support to promote XBP to be consumed faster and to the right target audience.

Business culture through marketing activities demonstrates respect for customers to introduce information about XBP honestly, accurately, fully and to stimulate consumer demand. Marketing in business requires dynamism, creativity, strategy, and quick grasp of market demand. Dynamism in the process of using marketing strategies is the key to achieving high efficiency in business.

If we organize through advertising and propaganda, we will attract many customers interested in XBP. Marketing organizations combined with mobile sales and promotions can quickly push many difficult-to-sell items.

Organizing a good exhibition will promote the goods, methods and reputation of the business, creating an image of the business in the minds of customers.

In the business of XBP - business of special goods, marketing is the act of researching the market and releasing a quantity of information that impacts all social objects or predetermined objects with the aim of stimulating the need to buy - use XBP of readers, stimulating potential needs into actual needs.

Through information, marketing activities also promote and encourage many social groups to buy, read and follow the book. Like other stages in the XBP business, marketing must always adhere to the political tasks of the Party and the State, not only promoting and advertising the use value of XBP but also contributing to the dissemination of social ethics and cultural values, contributing to the cause of education and promoting political, scientific and technological information for all subjects of study and research.

Cultural product marketing does not attach the utmost importance to the goal of profit regardless of the economic effect compared to commercial marketing in general. The capital's XBP industry does not consider marketing as a purely commercial activity but must consider it both a commercial activity and a cultural and ideological activity: disseminating the Party and State's guidelines and policies through legal publications, documents guiding the implementation of the law, studying the law of the socialist state, serving the study sessions, new guidelines and policies of the Party suitable for each stage of social development.

The marketing activities of XBP enterprises are propaganda and advertising through content and images with the aim of promoting products, advertising to increase the sale of many products, propaganda is the enlightenment stage. Advertising leans towards commerce, while propaganda leans towards the meaning of education, spreading and mobilizing the masses towards the good and beauty of social values. Advertising serves the purpose of business and profit, while propaganda serves the task of social politics.

Advertising and propaganda activities in XBP marketing are two socio-economic activities that have a mutual relationship. Propaganda serves the political task of helping the unit orient goods to promote consumption. Propaganda affects the consciousness of buyers to help customers orient their choices to get the right product. Advertising encourages buyers to have a real need to use the product. It is the attachment of propaganda

Communication and advertising in XBP business activities make the difference between commercial advertising in general and XBP business in particular.

Marketing activities contribute to expanding the consumer market, the more the market is expanded, the more people buy XBP, more people buy XBP with larger consumption quantity. Marketing discovers new markets, discovers new demand for products.

Marketing creates conditions for goods to be sold many times, helping sales achieve high sales, increase capital turnover, create close relationships between customers, helping XBP businesses create trust and prestige with customers.

Marketing gives customers the freedom to choose the types of XBP that suit their desires and purposes. Book promotion is the activity of providing information about the types of XBP that can be published by many publishers so that customers can choose for themselves the publication and the publisher that customers trust. In fact, marketing activities also create a healthy competitive environment that both enhances the value of the content and creates a suitable price level.

Marketing also contributes to reducing costs and improving the quality of XBP. Through marketing, we directly approach customers, through which customers exchange and provide useful information for publishers to improve the quality of XBP in terms of both content and form.

In recent years in our country, commercial goods marketing activities in general and XBP marketing in particular have become regular, professional activities that effectively persuade consumers.

Marketing provides orientation, interests, and forms the perspective of the business art of the enterprise. Marketing contributes to increasing the value of the use of XBP products through publishers and businesses trading XBP products with high quality content, suitable for the demands of the market, which are increasingly more widely disseminated, more diverse, richer, and also more perfect with modern media.

Currently, marketing activities participate in promoting the goals of building and developing society: Propaganda and advertising to prevent social evils, build a movement to compete for a new cultural lifestyle, urban civilization, eliminate bad customs, promote family planning, protect health... In all of these activities, propaganda and advertising must be in accordance with cultural standards. If the marketing images are not suitable, they will be considered unaesthetic and not accepted by public opinion.

3.3.4. Strengthening the leadership of the Party and the management of the State in the field of publishing business

Regarding the Party's leadership, first and foremost, the Party must lead the work of promoting the construction of a socialist-oriented market economic institution, creating a healthy socio-economic environment to promote the construction of business culture and promote business culture.

Whether or not business culture can be built and promoted depends largely on a suitable economic institution. It can be said that business culture and enterprise culture cannot be effectively promoted under a centralized, bureaucratic and subsidized economic institution. An economic institution that is popular with the people, suitable to the conditions and characteristics of the country and the development laws of the times will have an extremely great effect on the development of the country, promoting the formation of a class of real entrepreneurs. If the economic institution is not suitable, it can also hold back the development of society, hinder production and business, make it difficult to promote business culture and entrepreneurial spirit culture, and from there, there cannot be real entrepreneurs, businesses that develop strongly and sustainably.

The 9th Congress of our Party set the goal that by 2010, the socialist-oriented market economy institution will be basically formed, at the same time, promoting the formation, development and gradual improvement of various types of markets such as the labor market, stock market, real estate market, science and technology market... Thus, there will be a new, large environment that has been affirmed to create conditions for building and promoting business culture and corporate culture.

The new economic institution must further facilitate the equal development of economic sectors. The 9th Party Congress also affirmed the consistent implementation of the policy of developing a multi-sector economy, economic sectors doing business according to the law are all components of the socialist-oriented market economy, developing equally and sustainably, cooperating and competing healthily. This affirmation creates the basis for promoting all resources and capabilities of the people participating in the XBP market to ensure socialist orientation. The Ministry of Culture and Information, the Hanoi Party Committee, and the Hanoi Department of Culture and Information Party Committee need to have directives and guidelines to promote the building of business culture, corporate culture in the capital in general, and in cultural and information enterprises in particular.

State management plays an important role in building a socialist-oriented market economy. That is to continue to concretize the Party's viewpoints and guidelines into laws and policies of the State. Form a synchronous system of policies to create favorable conditions for enterprises and economic establishments to enter the market and conduct production and business activities, access production factors: capital, labor, land, technology, management..., properly and fully implement the provisions of the law to protect ownership rights and other legitimate rights for all citizens. Amend, supplement and perfect the system of policies such as: investment policy, tax policy, financial and credit policy, information support policy, trade promotion, enterprise development policy, labor - wage policy, land policy, science - technology policy, education development policy, human resource training...

Create favorable conditions for businesses and production and business establishments to enter the market, such as continuing to review and abolish sub-licenses; ensuring freedom of business according to the law, not hindering people's investment in production and business.

Continue to implement the Enterprise Law, at the same time requiring strong innovation of economic institutions, synchronously forming market economic institutions.

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