Table of contents
INTRODUCTION 2
CONTENT
I. Basic concept of marketing
1. Definition of marketing 3-5
1.1 Compare alternative definitions 3-4
1.2 Importance of being a contemporary marketer 4-5
2. Main characteristics of a market orientated organization for today's modern business 6-8
3. The elements of marketing concept 9-10
4. Benefits and cost of a marketing approach for Lovely Lace 10-12
II. Contents
1. Micro and macro environmental factors, which influence marketing decision affecting Lovely Lace 13-17
1.1 Macro-environment 13-14
1.2 Micro-environment 14-17
2. Propose segmentation for Lovely Lace in two different markets 18-19
2.1 B2B market 18-19
2.2 B2C market 19
3. The factors influence the choice of targeting strategy for Lovely Lace 20
4. Effect of buyer behavior on marketing activities for Lovely Lace 20-23
( Individual customers 22
( Business customers 22-23
CONCLUSION 24
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INTRODUCTION
Recent years, Vietnam has been considered as a bright market, which is Asia's second fastest growing economy, only after China.
According to a forecast in December 2005 by Goldman-Sachs, "Vietnamese economy will become the 17th largest economy in the world with nominal GDP of $ 436 billion and nominal GDP per capita of 4,357 USD by 2025"�. In addition, according to a forecast by the PricewaterhouseCoopers in 2008, "Vietnam may be the fastest growing of emerging economies by 2025, with a potential growth rate of almost 10% per annum in real dollar terms that could push it up to around 70% of the size of the UK economy by 2050"�. Therefore, there are more and more foreign companies want to try in this new market, including Lovely Lace, a gift company from Malaysia.
Lovely Lace is a quite new brand for Vietnamese customers, but in fact the Malaysian enterprise was founded in1993 and has become very familiar,