contemporary issues in marketing management assignment

Contemporary Trends in Marketing

Problems, Processes and Prospects

• © 2023
• Aarti Saini 0 ,
• Justin Paul 1 ,
• Satyanarayana Parayitam 2

Shaheed Bhagat Singh College, University of Delhi, New Delhi, India

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University of Puerto Rico System, San Juan, USA

University of massachusetts dartmouth, dartmouth, usa.

• Proposes to document challenges, imaginations, and practices for the post-pandemic approach to marketing
• Addresses themes such as reimagining marketing in the digital era and the service marketing revolution
• Explores the cultural, social, and global issues about organizations in the context of the changing consumer behaviour

Part of the book series: Palgrave Studies in Marketing, Organizations and Society (PSMOS)

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About this book

This edited volume explores marketing in the Post-COVID world and the significant changes that have recently hit the markets. It examines the newly emerging paradigms due to shifts in consumer behaviour and market responses arising from the COVID-19 crisis.

The global pandemic has brought a paradigmatic change in consumer behaviour and unravelled several resilient strategies formulated and implemented by organizations to restore normalcy.

This book focuses on long-term goals and survival strategies, which can be co-created with customers. Organized into seven themes, this volume will critique and connect the meaning of the “new normal” in marketing and topics such as the future of markets, post-pandemic consumer behaviour, and new marketing strategies.

• Marketing 5.0
• Consumer Behavior
• Customization
• Sustainability
• International Marketing
• Artificial Intelligence
• Service Marketing
• Holistic Marketing

Table of contents (9 chapters)

Front matter, introduction: contemporary trends in marketing: problems processes and prospects.

• Satyanarayana Parayitam, Aarti Saini

Learning to Navigate a Changing Marketing Landscape

• Joan Ball, Maggi Savin-Baden

Future of Marketing After Disruptions and Uncertainties: Physical, Digital, or Phygital?

• Vinaytosh Mishra, Sudhir Rana

The Digital Drivers of Consumer Behavior: Industry 4.0, Web 3.0, and Artificial Intelligence

• D. Steven White, Sanjeev K. Pathak

Rethinking Nation Branding in the Post-pandemic, Post-truth Era

• Satish Krishnan, Debashis Chatterjee, Pramukh Nanjundaswamy Vasist

Intelligent Automation, Service Robots, and AI – the Service Revolution is in Full Swing

• Werner H. Kunz, Jochen Wirtz, Stefanie Paluch

Delivering Value Through Sustainable Marketing

• Jayant Shah, Kavita Sharma, Komal Gupta

#BoycottLaalSinghChaddha: Failure to Leverage Twitter

• Archana Parashar, Sudhir Rana, Sanjeev Prashar

Correction to: Contemporary Trends in Marketing

• Aarti Saini, Justin Paul, Satyanarayana Parayitam

Back Matter

Editors and affiliations.

Aarti Saini

Justin Paul

Satyanarayana Parayitam

About the editors

Aarti Saini is Associate Professor in the Department of Commerce at Shaheed Bhagat Singh College at the University of Delhi, India.

Justin Paul is Full Professor in the Ph.D. & MBA programs at the University of Puerto Rico, USA and serves as Editor-in-Chief of the International Journal of Consumer Studies .

Satyanarayana Parayitam is Professor of Strategic Management in the Charlton College of Business at the University of Massachusetts Dartmouth, USA.

Bibliographic Information

Book Title : Contemporary Trends in Marketing

Book Subtitle : Problems, Processes and Prospects

Editors : Aarti Saini, Justin Paul, Satyanarayana Parayitam

Series Title : Palgrave Studies in Marketing, Organizations and Society

DOI : https://doi.org/10.1007/978-3-031-36589-8

Publisher : Palgrave Macmillan Cham

eBook Packages : Business and Management , Business and Management (R0)

Copyright Information : The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023

Hardcover ISBN : 978-3-031-36588-1 Published: 23 August 2023

Softcover ISBN : 978-3-031-36591-1 Due: 05 September 2024

eBook ISBN : 978-3-031-36589-8 Published: 22 August 2023

Series ISSN : 2661-8613

Series E-ISSN : 2661-8621

Edition Number : 1

Number of Pages : XIII, 149

Number of Illustrations : 6 b/w illustrations, 6 illustrations in colour

Topics : Marketing , Consumer Behavior , Business and Management, general

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Top 15 Marketing Challenges You’ll Face In 2024 (+ Solutions)

As technology continues to advance and consumer behaviours evolve, staying ahead of the curve is paramount for marketers seeking sustained success. The ever-shifting and dynamic digital marketing terrain necessitates a proactive approach, making strategic foresight and adaptive planning crucial elements in navigating the complexities that await in 2024. In this article, we'll explore the top 15 marketing challenges predicted for 2024 and provide insightful solutions to help marketers not only survive but thrive in the dynamic world of marketing .

1. Staying Ahead of Trends: ‍

Challenge: Staying on top of trends has always been a daunting task for marketers, and with the rapid evolution of technology, it becomes increasingly challenging to predict and adapt to the next big thing in marketing . ‍

Solution: Instead of chasing every trend, focus on those that align with your industry. Conduct regular market research to identify trends relevant to your business and prioritize the ones that resonate with your target audience. Investing in analytics tools and trend forecasting services can also give you a competitive edge.

2. Intense Competition:

Challenge: The digital marketing space is becoming more crowded, with businesses recognizing the importance of an online presence. As more companies invest in digital marketing, standing out from the competition becomes a significant challenge. ‍

Solution: Conduct a thorough competitor analysis to identify their strengths and weaknesses. Differentiate your brand by highlighting unique selling propositions and delivering a personalized customer experience. Invest in innovative marketing strategies that resonate with your audience and set your brand apart.

3. Optimizing Budget Allocation: ‍

Challenge: Determining the right budget for marketing efforts is a perpetual struggle. Allocating too little can lead to ineffective campaigns, while overspending might strain overall business finances. ‍

Solution: Follow the industry-standard rule of allocating 7-8% of your revenue to marketing . However, it's crucial to adapt this guideline based on your business goals, industry benchmarks, and the specific requirements of your marketing campaigns . Regularly review and adjust your budget based on campaign performance and overall business objectives. ‍

4. Data Management:

Challenge: With the plethora of data generated from digital marketing campaigns , managing and extracting valuable insights from the data becomes a significant challenge. ‍

Solution: Invest in robust data management tools that streamline the collection and analysis of campaign data. Clearly define the key performance indicators (KPIs) aligned with your business goals to filter and prioritize relevant data. ‍

5. Lead Generation:

Challenge: Generating quality leads remains a persistent challenge, especially when targeting the right audience and cultivating genuine interest in your products or services. ‍

Solution: Develop detailed buyer personas based on real customer profiles. Tailor your marketing materials to align with these personas, ensuring that your campaigns speak directly to the needs and preferences of your target audience. Leverage content marketing, social media, and SEO strategies to attract and nurture leads effectively.

6. Building the Right Marketing Team: ‍

Challenge: Hiring the right individuals for your marketing team, whether in-house or through outsourcing, can be a time-consuming and challenging process. ‍

Solution: Utilize employee referrals to identify potential candidates for your in-house team. Leverage social media platforms to showcase your company culture and attract qualified individuals. When outsourcing, seek recommendations from your professional network and use third-party review platforms to evaluate potential marketing agencies . ‍

7. Choosing the Right Marketing Tools: ‍

Challenge: The abundance of marketing tools available on the market makes it challenging to choose the right ones that align with your business needs. ‍

Solution: Rely on third-party resources for unbiased reviews and analysis of various marketing tools. Seek recommendations from your professional network and industry peers to identify tools that have proven successful in similar business environments.

8. Adaptability:

Challenge: Businesses often struggle with adapting their marketing strategies to keep up with rapidly changing technologies and consumer behaviours. ‍

Solution: Cultivate an adaptable mindset within your marketing strategy . Allocate a portion of your budget to experiment with new channels and technologies while maintaining proven tactics. Regularly review the performance of existing channels and be willing to reallocate resources to more effective strategies. ‍

9. Scaling Marketing Efforts:

Challenge: Expanding marketing efforts , whether through increased budgets, additional campaigns, or new channels, can be met with resistance, particularly in terms of securing approval and determining effective strategies. ‍

Solution: Demonstrate the results of your current marketing efforts to stakeholders, emphasizing the potential for increased company growth with expanded marketing. Analyze existing campaigns to identify areas for improvement and allocate resources strategically to maximize impact.

10. Customer Retention:

Challenge: Retaining customers in a market flooded with alternatives requires ongoing effort and strategic planning. ‍

Solution: Implement a loyalty program to reward and incentivize repeat purchases. Tailor marketing efforts to existing customers based on their preferences and behaviours. Provide excellent customer service, personalized experiences, and referral programs to enhance customer retention and build brand loyalty.

11. SEO in 2024: Navigating the Digital Visibility Challenge: ‍

Challenge: In 2024, the ever-evolving landscape of search engine optimization (SEO) presents a challenge as search algorithms become more sophisticated, demanding marketers to stay ahead of dynamic trends and user behaviour. ‍

Solution: To overcome this challenge, marketers should prioritize understanding user intent, optimizing for mobile and voice search , and investing in AI-driven tools. Leveraging these tools will enable businesses to analyze search patterns, predict algorithm changes, and maintain a competitive edge in the digital visibility landscape.

12. Accessibility: Bridging Gaps and Fostering Inclusivity Challenge: ‍

Challenge: Ensuring accessibility in the digital realm is not just a legal requirement but a strategic imperative for marketers . With the expansion of their online presence, businesses face the challenge of making digital content accessible to users with diverse abilities. ‍

Solution: Marketers must prioritize adherence to accessibility standards , employing practices such as alt text for images and captions for videos. Additionally, utilizing AI tools that enhance user experiences for individuals with disabilities is crucial. By prioritizing accessibility, businesses not only comply with regulations but also open up new markets and audiences.

13. AI's Role in Revolutionizing Marketing Strategies Challenge: ‍

Challenge: In 2024, the increasing role of artificial intelligence (AI) in marketing poses a challenge for businesses to effectively integrate AI-driven tools for automation, data analysis, and personalized content delivery. ‍

Solution: Marketers should embrace AI's potential by integrating machine learning algorithms for predictive analytics, utilizing AI-driven chatbots for instant customer support, and automating routine tasks. This strategic incorporation of AI into marketing strategies not only streamlines processes but also allows for more targeted and impactful campaigns in the competitive digital landscape.

14. Shorter Consumer Attention Spans: ‍

Challenge: In the digital age, consumers' attention spans are shrinking, making it a significant challenge for marketers to convey their messages effectively. With a plethora of content vying for attention, the window to capture and maintain consumer interest is narrowing. The saturation of information requires marketers to rethink traditional strategies and find innovative ways to deliver concise and compelling messages that resonate with their target audience. ‍

Solution: To overcome the challenge of shorter consumer attention spans, marketers must prioritize clarity and brevity in their messaging. Crafting engaging content that quickly communicates the value proposition is crucial. Implementing visually appealing and interactive elements, such as videos, infographics, and concise captions, can capture attention more effectively. Additionally, personalized and targeted content tailored to specific audience segments enhances relevance, increasing the likelihood of capturing and retaining consumer attention in a time-sensitive digital landscape.

15. Rapid Technological Advancements: ‍

Challenge: The rapid evolution of technology, including augmented reality, virtual reality, and emerging social media platforms, poses a challenge for marketers striving to stay at the forefront of innovation. Integrating these cutting-edge technologies into marketing strategies requires a deep understanding of their functionalities and the ability to adapt quickly to industry shifts. Failing to keep pace with these advancements may result in missed opportunities and a loss of competitive edge in the dynamic digital landscape. ‍

Solution: To navigate the challenge of rapid technological advancements, marketers need to invest in continuous learning and exploration of emerging technologies. Establishing dedicated teams or collaborating with experts in fields like augmented reality and virtual reality can facilitate seamless integration into marketing campaigns. Regularly attending industry conferences, staying informed about technological trends, and fostering a culture of innovation within the marketing team are essential steps. By embracing change and proactively adopting new technologies, marketers can leverage these tools to enhance engagement and deliver unique, immersive experiences to their target audience. ‍

As we approach 2024, marketers must be prepared to face and conquer the challenges that come with an ever-evolving digital landscape. By staying informed, adapting strategies, and leveraging innovative solutions, businesses can navigate these challenges successfully and continue to drive growth in their marketing endeavours . Embrace the opportunities that come with change, and remember that proactive planning is the key to overcoming future marketing challenges.

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MKTG 702 : Contemporary Issues in Marketing

Business and economics, 2020 semester two (1205) (15 points), course prescription, course overview.

The goal of the course is to examine current topics in Branding, Marketing Strategy and Social Responsibility and CRM. Customers, Companies and other Stakeholders are facing an increasingly dynamic and interactive business environment which is posing challenges for branding and marketing strategy. Diverse issues are being faced such as digital transformation, consequences of climate change, the introduction of new regulations and instruments, changes in social expectations and values, and consumer’s reactions to corporate behaviours and ethics. The course examines how these issues impact on, or are impacted by, marketing practice, consumers’ response, and academic “thought”. By examining various points of view, students will gain a better understanding of the evolving role of marketing within companies and society.

Course Requirements

Capabilities developed in this course.

Learning Outcomes

• Develop an in-depth understanding of range of contemporary issues facing marketing academics, practitioners and consumers within the realm of marketing strategy, branding, customer relationship management, and social responsibility and/or sustainability. (Capability 1, 2, 4.1, 4.2, 4.3, 5.1 and 5.2)
• Develop the ability to analyse research on branding, customer relationship management, and marketing’s impact on society and organisational and societal approaches to social responsibility and sustainability (Capability 1, 2, 4.1, 4.2, 4.3, 5.1, 5.2 and 6)
• Demonstrate an understanding and proficiency in applying selected concepts, principles and frameworks of the course in chosen contexts (Capability 2, 3, 4.1, 4.2, 4.3, 5.1 and 5.2)
• Develop enhanced skills in defending opinions academically (Capability 2, 4.1, 4.2, 4.3, 5.1 and 5.2)

Assessments

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This course is a standard 15 point course and students are expected to spend 10 hours per week involved in each 15 point course that they are enrolled in.

For this course, you can expect 3 hours of in seminars, 4 hours of reading and thinking about the content and 3 hours of work on assignments and/or test preparation.

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This should be done as soon as possible and no later than seven days after the affected test or exam date.

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Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.

In this course you may be asked to submit your coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. The final decision on the completion mode for a test or examination, and remote invigilation arrangements where applicable, will be advised to students at least 10 days prior to the scheduled date of the assessment, or in the case of an examination when the examination timetable is published.

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MARKETNG 3510 - Contemporary Issues in Marketing

North terrace campus - semester 2 - 2024, course details.

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Course Coordinator: Atya Zeb

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The full timetable of all activities for this course can be accessed from Course Planner .

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• Contemporary Issues in Marketing Management

Contemporary Issues in Marketing Management - Assignment Example

• Subject: Marketing
• Type: Assignment
• Level: High School
• Pages: 10 (2500 words)
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• Author: gschmidt

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A REPORT ON CONTEMPORARY ISSUE IN MAKETING MANAGEMENT OF HONGKONG AND SHANGHAI BANKING CORPORATION (HSBC) Prepared for: Ms DotiChee (lecturer) Unit No 41: Contemporary Issues in Marketing Management Banking Academy, Hanoi Submission Date: 10th June, 2013 Number of words: Prepared by: Maple Group VuongThiQuynhAnh – Lynn Nguyen ThiKieuAnh – Snow Nguyen Phuong Thao – Key Ngo ThiHuyenTrang Class: F05A Contemporary Issues in Marketing Management – Assignment Maple Group – F05A EXECUTIVE SUMMARY This report accessing information from library, Internet, especially from the own website of the company and company materials.This report is to reviewimportance of relationship marketing in HSBC as well as the benefit of CRM and recommendation for the improvement of CRM.It presents the reason for the increasing on ethics and social responsibility in marketing such as CSR, pressure group and broadcast media Established in Hong Kong in March 1865 and in Shanghai one month later, The Hongkong and Shanghai Banking Corporation is the founding and a principal member of the HSBC Group It is the Group's flagship company in the Asia-Pacific region and the largest bank incorporated in Hong Kong HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London HSBC's international network comprises 6,600 offices in 81 countries and territories in Europe, the Asia-Pacific region, North and Latin America, and the Middle East and North Africa In Viet Nam, HSBC opened its first office in Saigon (now Ho Chi Minh City) in 1870 In August 1995, HSBC opened a full-service branch in Ho Chi Minh City HSBC also opened its second branch in Hanoi and established a representative office in Can Tho City in 2005 With 140 years of experience in Vietnam, HSBC provides a comprehensive range of banking services including Retail Banking and Wealth Management, Commercial Banking, Global Banking, Global Markets, Global Payments and Cash Management, Global Trade and Receivables Finance and Securities Services HSBC's history in Vietnam and knowledge of its culture reflects its commitment to delivering excellence in customer service, every time The recommendation for HSBC is that the company should research about market and its customers to have deeply understanding about them to meet their requirements Therefore, the company will gain more achievements in business operation Contemporary Issues in Marketing Management – Assignment Maple Group – F05A Table of Contents Contemporary Issues in Marketing Management – Assignment Maple Group – F05A INTRODUCTION In this module – Contemporary Issues in Marketing Management (CIMM), we have chance to study more about relationship marketing Within this report, we will give the knowledge about ethical and corporate social responsibility, the role of marketing in non-traditional contexts in the case HSBC This report has ten main contents, included: • Describe the benefits of customer relationship management in a selected organization • Make justified recommendations for the improvement in customer relationship management for a selected organization • Carry out a stakeholder analysis for a voluntary sector and a public sector organization • Describe the nature of the relationships with customer withintwo selected not-forprofit organizations • Compare methods used in marketing within the public, privateand voluntary sectors • Explain the key issues involved in marketing in aselected virtual organisation • Explain some of the current issues of ethical and social concern to marketers in a particular industry • Explain the concept of CSR with reference to a particular organization • Evaluate the role played by a selected pressure group in influencing ethical and social marketing policies for a selected organization • Evaluate the role played by published or broadcast media in influencing ethical and social marketing policies for a selected organization There are many sources of information in this research such as internet, book, article, case study and some research that study the same topic In all sources, the main sources of this research are internet Especially, information provided in own website of the company HSBC is very useful for us to carry out the report with various information However, because of limitations about time, words, this assignment only gives general information The researcher hopes that those disadvantages will be improved in the future Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 1.3 Describe the benefits of customer relationship management in a selected organization 1.3.1 Definition and objectives of CRM • Definition: Customer Relationship Management (CRM) is an information industry term for methodologies, software, and usually internet capabilities that help an enterprise manage customer relationships in an organized and efficient manner • Objectives:Using technology to collect, sort, integrate customer data, the objectives are to understand customer needs better, maintain long-term customer relationships, be able to pursue a strategy of Relationship Marketing (Saran, n.d.) 1.3.2 Benefit of CRM in HSBC Bank Benefits Increase customer satisfaction Application By supporting of best communication channel and CRM tools such as automated social integration, social search, import social contacts, status updates… - Support in receiving feedback and comment from customer quickly - HSBC can analyze and keep track of customer purchase behavior and consumption timing  Help HSBC satisfy customer’s requirements, improve customer relationship HSBC can control effectively customer data for identifying loyalty customer to focus time and resources for premium customer  Maintaining existing customer and built trust in customer’s mind - CRM creates two way communications between the organization and customers and departments, teams in organization together - All information of customer about account is secure by using pin code, security device… Make sure customer receive effective interaction in providing best services Collecting customer’s personal information online and using online services such as internet banking, mobile banking…  Reduce cost which related to support and services customer such as face to face transaction, labor… Increase customer loyalty Provide better customer services Costs reduction Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 1.4 Make justified recommendations for the improvement in customer relationship management for a selected organization 1.4.1 Weaknesses and solutions for HSBC Bank Despite of achieving many success in business by using CRM, HSBC still exist weaknesses which need to be improved as follows: Weaknesses Training: Employees of HSBC are lack of knowledge about CRM processes, CRM system, even have not ever known about concept of CRM while they interact to CRM tools daily Data warehousing: Collecting and assessing customer information is difficult and not effective due to customer information is not stored in a centralized way Poor data warehousing system which lead to losing control the customer information Website: HSBC’s website does not have private areas for customer where they can exchange information each other, give feedback and ideas for improving company performance Survey: HSBC meet problems in accessing demand of customers due to lack ofcollecting customers’ requirement through survey tools Solutions - Set up training schedule for all their employees - Hire professionals to train employees clearly about concepts, objectives, benefits, methods of CRM Help them approach CRM system in most effective way - Link data warehousing and data mining to centralize data - Assess exactly the pros and cons of the software which stored customer information before using it HSBC can review for creating forum on website Using online survey tools such as survey tool, survey monkey to know customer’s needs and wants for satisfying them 1.4.2 Recommendations for improvement in CRM for HSBC Bank In order to set up an effective CRM system, HSBC Bank should identify clearly vision and mission of organization to establish means and resources for effectively implementing activities which built long term relationship with customers Specifically, company should select appropriate technology (CRM process, data warehousing, websites…) and recruit as well as train the human resources who have knowledge in using and manage CRM system Contemporary Issues in Marketing Management – Assignment Maple Group – F05A  It helps HSBC quickly identify and provide prioritized response to the profitable customers to reduce costs, increase customer retention, loyalty, and increase profitability 2.1 Carry out a stakeholder analysis for a voluntary sector and a public sector organization 2.1.1 Definition of stakeholder analysis Stakeholder analysis is an important technique for stakeholder identification and analyzing their needs It is used to identify all key (primary and secondary) stakeholders who have a vested in the issues with which the project is concerned (Gawler, 2005) 2.1.2 Background and project of chosen voluntary sector and public sector organization 2.1.2.1 Voluntary sector organization - UNICEF a) UNICEF’s background - UNICEF stands for United Nations Children’s Fund is a non-profit organization - It was created by the United Nations General Assembly on December 11th, 1946 - The purpose of UNICEF is “to provide emergency foods and healthcare to children in countries that had been devastated by World War II” Nowadays, its purpose become bigger is “build a new world where the children’s rights are realized” - The total staff of UNICEF is in over 199 countries and territories and more than 200 country offices carry out UNICEF’s mission (UNICEF, n.d.) b) Project - UNICEF Tap Project - The UNICEF Tap Project is a nationwide campaign that provides clean water and adequate sanitation to children around the world - It was created in 2007 by a New York City bases advertising/ communications agency called Droga5 and launched on March 22, 2007 - The UNICEF Tap Project funds are raised throughout the different UNICEF programs such as water, hygiene and sanitation programs with Contemporary Issues in Marketing Management – Assignment Maple Group – F05A purposes including drilling of wells, the installation of water pumps to improve children’s lives, help children access to clean water… (unicefusa, n.d.) 2.1.2.2 Public sector organization - TRANSERCO a) TRANSERCO’s Background - Corporation Transport Hanoi (TRANSERCO) is formed in 2001 by the merge of companies: Hanoi Bus Company, Hanoi Southern Passenger Company, Hanoi touring car Company, and Hanoi Tramcar Company - The purpose of TRANSERCO is “strengthening relations of production create the opportunities for development of public transport to meet 2025% of the traveling demand of citizens (Transerco, n.d.) b) Project - Rapid Bus System Project - After years of gestation, the rapid bus project in Hanoi first began in quarter of 2011 - Bus is means of transport which can solve major shortcomings of transportation in Vietnam: pollution and traffic accidents but not many people use The reason is that: Moving by bus it takes quite a long time so this project is created to satisfy demand for rapid transport of high capacity buses (K.H, 2004) 2.1.3 Identify key stakeholder for voluntary sector and public sector organization - Managers - Customers - Government 2.1.4 The assessment of their interests, needs and expectations for voluntary sector and public sector organization 2.1.4.1 Voluntary sector organization - UNICEF Volunteers Interests - Join in the UNICEF Action Center is to be contributed a small part for useful society activities - Have opportunities for Needs They need UNICEF listen their opinions, their ideas to improve organization performance better Expectations - Improve healthy lives for children; help themhave opportunities to access to clean water - Everyone recognize their devotion for society Contemporary Issues in Marketing Management – Assignment Maple Group – F05A Donors Beneficiaries developing soft skills such as presentation, communication skills… - Support and contribute to meaning activities of charity project - Becoming donors, their voices become more value - They have the right to attend organization’s meetings - Have the opportunity to use clean water to improve health They need to know information about: - What and how their money is used for - Organization’s society activities and its large scale - Their money can be used for meaningful activities - Increase their reputation; get more benefits from raising funds for charity They need support of UNICEF in making their dream is to be used fresh water come true Hope that UNICEF can operate in the future to have capability for helping many areas; many people have the same situation with them 2.1.4.2 Public sector organization - TRANSERCO Customers Manager Government Interests - Satisfy traveling demand (quickly and convenient) of customers - Receive high quality services - Gain more revenue from expand bus’s operation scale - Bring benefits for society and contribute a part in developing economy Many citizens use buses as a means of transportation  government can reduce problems about environmental pollution, traffic jam, traffic accidents Needs Need TRANSERCO listen their feedbacks about service’s quality and employees’ attitude to improve it better Expectations Expand more rapid bus system in many areas across the country - Need know exactly about the operation of the company - Need positive contribution of customers in giving feedback about service’s quality and share new ideas to improve, create project which aim at bring more benefits for them Need organization have - Organization become stronger and stronger - Bring buses closer to community more positive activities, project to build beautiful image of buses in eyes of foreign people and Vietnamese people - TRANSERCO will more and more develop to contribute more to society - Improve Vietnam economy Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 2.1.5 Prioritize the stakeholder (Power/Interest grid) • Volunteers - Keep informed: Volunteers in UNICEF are people work not for profit, who wants to contribute a small part for meaning society activities Therefore, they have low power in organization’s decision making They only interested in what they contribute to UNICEF when joining projects • Donors - Manage closely: Donors of UNICEF are organization or individual that gives a gift for beneficiaries By their contribution, projects and plans of UNICEF is implemented so they have high power Besides, they also high concern about which purpose their money is used for and scale of UNICEF’s society activities • Beneficiaries - Keep informed:Beneficiaries have low powerbecause they only are people or other legal entity who receives benefits from donors through UNICEF, they not have right to join in any activities of organization They only high interest in benefits they are received through projects of UNICEF • Managers - Manage closely: TRANSERCO’s managers are key factor in developing strategy, project and controlling all activities of the organization The failure and the success of the projects depend on their decisions so they have high power They interest mainly in plan’s success which will evaluate management’s ability in making decisions 10 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A • Communication: There are many difficult in communication via email due to using email slang, informalities, lack of face-to-face interaction, and the absence of body language which lead to misunderstand meaning of sentences  influences seriously on job effectiveness  HSBC need set up “Formal Skill Training” Course to develop their skills • Managerial issues - Time: Due to lack of interaction with employees which lead to waste more time in non-work activities Applying employee self-motivation, selfdiscipline to enhance and raise awareness of staff - Security: Many customers not trust in the internet due to their credit card detail, personal information can be stolen via online transaction  Build trust in customer’s mind by security system such as pin code, anti-hacker software… 2.4.5 Benefits, costs and risks Benefits Costs Risks HSBC - Reduce advertising cost - Increase the satisfaction of customer with the services of HSBC - Attract new customer - Easy to manage and keep all customer’s information - Over the limit of space and time Customers - Saving time - Convenience - Easy to implement transaction - Easy to update HSBC program such as discount rate, interest for loyalty customer and promotion program - Lower transaction fee - Staff training cost - The high cost of accessing internet - Extra cost for buying protection - Extra deliveryfee for products and software such as BKAV Pro (Anti- services virus software), Spyware, Trojan Horse, etc - Upgrade software cost to increase the security of HSBC’s software - Can be hacked by hacker - The security of company is not - Can have some software problem highPersonal information, credit such as error of software, virus and card can be stolen so on - The limitation of employees knowledge in using internet and software 2.4.6 Relationship between HSBC bank and customers In “internet” organization, main factor of relationship between HSBC bank and customer is trust In other words, online transaction of HSBC is only implemented by 21 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A customer belief Therefore, in order to exist long-term under form of virtual organization, HSBC need built good relationship with customer To that, the company need identify exactly customer’s requirement to satisfy them, set up reasonable strategies in providing products and services for customers to maintain loyalty customer and attract new customers 2.4.7 E-marketing mix With virtual organization as HSBC, e-marketing mix is very important, it helps HSBC increase the level of customer satisfaction with HSBC and attract new customer 4Ps Product Price Place Promotio n HSBC HSBC have e-banking services and use ATM to help customer transaction more convenience The fee of doing transaction online is very cheap For example, if you use ATM of HSBC to transfer money from other account of other bank, you have to pay 3000 VND for every transaction but if you go to the bank and send money, the fee that you have to pay is about 5% for each transaction (HSBC, 2013) Customer can send money, check account balance in everywhere and at every time they have network or ATM of HSBC HSBC use television and internet as main tools to bring their reputation with customers and help HSBC become more and more popular with customer 2.4.8 Trend In the survey of CitiGroup show that seventy-five percent of those polled said that they now implement almost all banking transaction from their computer, tablet, mobile phone and only percent said that they have yet to try it (citigroup, 2013) This proves that using online banking is so prevalent It means that the demand for implement transaction through internet is large so HSBC need concernthis fieldto improve quality of services better and better to maintain existing customers and attract new customer 4.1 Explain some of the current issues of ethical and social concern to marketers in a particular industry 4.1.1 Definition Ethical issue: A problem or situation that requires a person or organization to choose between alternatives that must be evaluated as right (ethical) or wrong (unethical)(BusinessDictionary, n.d.) 22 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A Social issues: are those social conditions identified by scientific inquiry and values as detrimental to human well-being(Manis, 1976) 4.1.2 The current issues of ethical and social concern to marketer in HSBC 4.1.2.1 Ethical issue • Labor standard If the remuneration policy of company is not good and especially employees is treat unequally (labor abuse) as well as working environment not create conditions for talent employees develop their ability  Talent employees will leave the company and work for rival company Therefore, human resources is always concerned first of HSBC The key to succeed in HSBC’s enterprise is not only service and product’s quality but also creating work environment and enhancing human resources’ role to motivate their employees:  HSBC always try to create environment where the managers treat their employees equally, there are no gaps between managers and employees  Effort in creating friendly atmosphere to help employees feel comfortable and encourage employees to speak out their ideas, give their opinion which create opportunities to promote the capability of individual and motivate their creativity  Applying a great deal of welfare policies such as insurance (including health ), bonus, reward…(HSBC, 2013)  HSBC implement exactly labor law with their employees, moreover they create high living standard for employees by welfare policies which help HSBC keep employees and attract more talent people for company as well as increase the performance and reputation of company • Lending Banks play an intermediary role in the economy where have enough ability to lend individual or organization with big money However, important issues which HSBC concern when lend concern money to others; the bank can indirectly enable and promote wrong actions of illegal company In other words, banks’ lending money to evil-doers are facilitating their activities (fidelisin, n.d.)Before lending, HSBC bank need understand deeply about 23 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A form of business or aims of borrowing from bank  Decrease risks in approaching and loans as well as implemented enough responsibility with society of HSBC • Investment HSBC have a clearly investment policies and all their investment have to follow this policies Before HSBC decide invest in a company, HSBC always concern about many aspects such as type of company product, effect of company with social, financial situation and so on In the fact that, HSBC not invest in the arm trade company, tobacco manufacturing company, company that have harmful effect with environment…HSBC cares about investment policies to earn more money for HSBC, make more profit, reduce risk and increase the fame of company in social 4.1.2.2 Social issue • Environment Environment is a key focus amongst ethical banks (in this field specially called sustainability or green banks) Therefore, HSBC is concerning this and tryingto be recognized as a green bank by using online banking instead of branch banking, set up project allow customers to open money market accounts at online bank, instead of large multi-branch banks… This promote environmental-friendly practices and reducing the carbon footprint from the banking activities (Schultz, 2010) • Social responsibilities HSBC is always interested in doing social responsibilities They donate and support social enterprise in building house for homeless people, create many volunteer programs such as teaching for children or take care of old people in hospital To care about social responsibilities help HSBC increase the image of company in customers’ mind and government, raise the level of customer’s belief with company and make HSBC become more and more close with customer and social It can bring more new customer for HSBC 24 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 4.2 Explain the concept of CSR with reference to HSBC 4.2.1 Definition • According to Baker (2004), Corporate Social Responsibility (CSR) is about how companies manage the business processes to produce an overall positive impact • on society Other definition for the Social Responsibility, CSR operating a business in a manner that meets or exceeds the ethical, legal, commercial and public • expectations that society has of business(Baker, 2004) Corporate Social Responsibility includes levels: Social obligation, Social responsibility, and Social responsiveness HSBC achieved all levels  Social obligation: Meet minimum regulations, what is required by law, no  more Social responsibility: Go beyond what is required by law, mitigate negative  effects Social responsiveness: Practice approach, promote positive change 4.2.1 Concept of CSR in HSBC Corporate Social Responsibility (CSR) is critical to HSBC’s long-term success in Viet Nam CSR is not only about charitable donations, the environment or society, but also about making decisions that maintain the right balance between the environment, society and the Bank’s business Level of CSR Investigation Analysis People in HSBC just have to work in office time (8 hours per day) and receive extra- paid for out of hour(HSBC, n.d.) Social obligation Social responsibility Responsibilitie s of employees Monitoring education → It is good ways because it builds up the trust of employee in HSBC Moreover, in an internal survey of HSBC staff conducted in 2008, more than 98% of respondents replied that they would like to participate in HSBC (HSBC, n.d.) The main social responsibilities of HSBC is education, they support education initiative that not only benefit students, but also society as a whole There are some activities of HSBC which they use to support social: Staff volunteering, HSBC Eco-School Climate Initiative, Early Childhood Development program.(HSBC, n.d.) → Good CSR because HSBC has high awareness about 25 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A Responsibility for Environment Investment Social responsiveness Responsibility to stakeholders education HSBC supports a number of environmental projects worldwide to help respond to the challenges of protecting the environment.(HSBC, n.d.) Support Earth Hour: HSBC join the Group in support of Earth Hour by turning off the wall-washing and landscape lamps of HSBC Building in many countries Climate change: HSBC provided sponsorship for a three-year (2007-2009) research project on carbon dioxide emission reduction in the Yangtze River Delta region → Good CSR as HSBC is responsible for environment To contribute the better of life, HSBC has committed to international standards and adopts international principles to help assess risks and enhance the positive impact of our commercial activities on the environment, social and economic developments.(HSBC, n.d.) → Good CSR because HSBC has high awareness about CSR initiatives and investment To promote positive change for a better life.HSBC establishing standards of accountability, ensuring that management is effectively monitored This involves providing timely and accurate disclosure of information for our stakeholders including directors, customers, employees, regulators and the local communities in which we operate (HSBC, n.d.) → Good CSR as HSBC is responsible for their stakeholder 4.3 Evaluate the role played by a selected pressure group in influencing ethical and social marketing policies for selected organization 4.3.1 Definition of pressure group A pressure group can be described as an organized group that does not put up candidates for election, but seeks to influence government policy or legislation They can also be described as ‘interest groups’, ‘lobby groups’ or ‘protest groups’(learningsite, n.d.) 4.3.2 Identify pressure group - Institute of Contemporary Observation (ICO) ICO is a non-government organization which operates with purpose is to protect labor right and support corporate social responsibility, help reducing negative influences on the society and environment It calls for responses from organizations, businesses, corporations toward community (ico, n.d.) 26 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 4.3.3 The evaluation role of pressure group and influences to ethics and social marketing policies HSBC’s policies Labor • • • Ethical Working hours Working environment Welfare (Insurance… ) marketin g policies Social Promotion marketin g policies • Green marketing • Community benefit Role of pressure group (ICO) Evaluation (Analysis influence for HSBC Bank) - ICO protects workers from harassment and abuse by labor law Specifically, about hours of work: “Employees shall be entitled to at least one day off in every sevenday period, except as required to meet urgent business needs” - Help HSBC improve their labor policies; enhance their responsibilities toward its employees - ICO emphasize role of green marketing: “Protecting the environment is fundamental to the thriving society and economy upon which business depends Managing environmental efficiency is key to efforts to make a sustainable organization” Under influences of ICO and company’s effort in protecting environment and take part in charity activities  HSBC can get more customer’ trust, maintain existing customers and attract more new customers - HSBC might be get criticisms from ICO due to implement lack of some term, conditions in labor ICO emphasizes law or some limitation in corporations to follow basic applying law ethical labor: working environment “Conditions in all work and residential facilities shall be safe, regarding safety and health”, ensure rights to have reasonable salary, insurance, holiday…(ico, n.d.) - ICO orient organization follow marketing policies to aim at bring more benefits to community such as: supporting and enabling donations to charity; supporting access to education…(ico, n.d.) Price • • Reasonable prices Discount In order to ensure benefits for community, ICO cooperate with government for controlling price of organization and keep prices 27 Help HSBC improve price strategies  With reasonable interest rate for lending service, reasonable prices for product HSBC Contemporary Issues in Marketing Management – Assignment Maple Group – F05A price for in reasonable price or floor can attract more loyalty price… customers; bring more customers benefits for community, support for developing economy  Increase competitive advantage in banking sector 28 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A 4.4 Evaluate the role played by published or broadcast media in influencing ethical and social marketing policies for a selected organization 4.4.1 Definition Media is communication channels through which news, entertainment, education, data, or promotional messages are disseminated Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, direct mail, telephone, fax, internet (businessdictionary, n.d.) Published media: The industry associated with printing and distribution of printed works such as books, newspapers, magazines… Broadcast media: Communications delivered over mass electric communication networksuch as television, radio…(businessdictionary, n.d.) 4.4.2 Role of media and its influence for HSBC Roles of published or broadcast media Customer information: Protect personal information of customers; using customers’ information with purposes is to provide excellent services and products Informing and persuading Broadcast play an important role in informing customers about security policies, security systems of HSBC in storing private information for persuading customers using services and buying products Informing and persuading Through broadcast channels, customers can know information about products with attractive prices of HSBC  Help HSBC persuade customers buy product and using services of HSBC Bank through selling promotion, discount program for customers Social marketing policies Ethical marketing policies HSBC’s policies Price • Advertising product with reasonable prices • Discount program for customers 29 Evaluation (Analysis influence for HSBC Bank) HSBC can attract more customer belief in products and services of HSBC  build beautiful imagine in customers’ mind as well as increase profitability for the company Many people know about promotional program of HSBC HSBC can attract more customers to increase profitability and create long-term relationship with customers Contemporary Issues in Marketing Management – Assignment Maple Group – F05A CONCLUSION To sum up, this report help reader has a basic knowledge about three main problems First of all, it is theimportance of relationship marketing To complete this problem, we also explain some of the current issues of ethical and social concern to marketers and the concept of CSR with reference to HSBC Secondly, press a point in role of marketing in non-traditional contexts In this task, we can evaluate thestakeholder analysis for voluntary sectors and public sectors, the method use in marketing in three sector: private, public and voluntary Besides, there are many elements that impacts to organization such as pressure groups, mass media, etc Therefore, organization will have a strongly development 30 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A REFERENCES Anon., 2010 In: Business Environment United Kingdom: BPP Learning Media Anon., n.d [Online] Available at: http://www.modernstudies.org.uk/press.htm [Accessed July 2012] Anon., n.d [Online] Available at: http://tutor2u.net/politics/content/topics/pressure_groups/pressure_groups.htm [Accessed July 2012] Anon., n.d What we [Online] Available at: http://www.unicef.org/whatwedo/index.html [Accessed 12 May 2013] Baker, M., 2004 Corporate social responsibility - What does it mean? [Online] Available at: http://www.mallenbaker.net/csr/definition.php [Accessed 28 May 2013] BusinessDictionary, 2013 What is e commerce? [Online] Available at: http://www.businessdictionary.com/definition/electronic-commerce-E-Commerce.html [Accessed 22 May 2013] businessdictionary, n.d Media [Online] Available at: http://www.businessdictionary.com/definition/media.html BusinessDictionary, n.d What is e commerce? [Online] Available at: http://www.businessdictionary.com/definition/electronic-commerce-E-Commerce.html [Accessed 22 2013] BusinessDictionary, n.d What is E- Marketing? [Online] Available at: http://www.businessdictionary.com/definition/internet-marketing.html [Accessed 22 2013] BusinessDictionary, n.d What is ethical issue? [Online] Available at: http://www.businessdictionary.com/definition/ethical-issue.html [Accessed 28 2013] Caterina, A., 2007 The Logo of UNICEF [Online] Available at: http://searchwarp.com/swa250993.htm [Accessed 13 May 2013] Chung, A., 2002 [Online] Available at: http://www.foe.org.hk/welcome/geten.asp? 31 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A id_path=1,%207,%2028,%20150,%202860,%202883 [Accessed July 2012] citigroup, 2013 Online Banking Users on the Rise, Says Citi Survey [Online] Available at: http://www.citigroup.com/citi/news/2013/130402a.htm [Accessed April 2013] Do, n.d The project - Nam Con Son pipeline [Online] Available at: http://www.docstoc.com/docs/89343836/BP-Vietnam-Nam-Con-Son-Pipelines-(PDF) economywatch.com, 2010 [Online] edu, 2010 The three different stages in the evolution of e-commerce [Online] Available at: http://www2.sta.uwi.edu/~anikov/comp6350/questions.pdf [Accessed 2010] essentialvision, 2012 UNICEF [Online] Available at: http://essentialvision.com.au/unicef [Accessed 2012] fidelisin, n.d Ethical Issues facing the Banking Industry [Online] Available at: http://www.fidelisinstitute.org/article.php?se=13&ca=22 Gawler, 2005 [Online] Available at: http://www.artemis-services.com/downloads/Stakeholder_analysis_0504.pdf [Accessed April 2005] glossary, E., n.d Definition of macroeconomic policy [Online] Available at: http://glossary.econguru.com/economic-term/macroeconomic+policy gov.vn, n.d [Online] gov.vn, n.d [Online] gov.vn, n.d [Online] Grier; A Bryant, 2004 Annual Review of Public Health SOCIAL MARKETING IN PUBLIC HEALTH, Volume 26, pp 219-339 HSBC, 2013 Career Benefits and Rewards [Online] Available at: http://www.us.hsbc.com/1/2/home/about/careers/benefits-rewards [Accessed 28 2013] HSBC, 2013 Hệ thống ATM HSBC [Online] Available at: http://www.hsbc.com.vn/1/2/personal/services/hsbc-atm [Accessed 22 May 2013] HSBC, n.d Careers [Online] Available at: http://www.us.hsbc.com/1/2/home/about/careers/benefits-rewards [Accessed 23 2013] 32 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A HSBC, n.d Corporate Social Responsibility [Online] Available at: http://www.hsbc.com.cn/1/2/hsbc-china/hsbc-china/community/development [Accessed 28 May 2013] Hui, L., n.d Vietnam sees sharp decrease of foreign direct investment in first half [Online] Available at: http://news.xinhuanet.com/english/business/2012-06/27/c_131679711.htm [Accessed 27 2012] Hutt, J., n.d Benefits of E-Commerce [Online] Available at: http://www.slideshare.net/Satree/lesson-2-benefits-of-ecommerce ico, n.d Objective [Online] Available at: http://www.ico-china.org/guwm1/Einglish/Ewmdmba.asp IFRC, 2012 How does the Red Cross Red Crescent communicate with people during a crisis? [Online] Available at: http://www.ifrcmedia.org/blog/how-does-the-red-cross-red-crescent-communicatewith-people-during-a-crisis/ [Accessed 13 May 2013] IFRC, 2013 Who we are [Online] Available at: http://www.ifrc.org/en/who-we-are/ [Accessed May 2013] ifrc, n.d [Online] Available at: http://www.ifrc.org/en/get-involved/donate/ IFRC, n.d Who we are [Online] Available at: http://www.ifrc.org/en/who-we-are/ [Accessed May 2013] K.H, 2004 Dự án xây dựng tuyến xe buýt nhanh Hà Nội [Online] Available at: http://vietbao.vn/Xa-hoi/Du-an-xay-dung-tuyen-xe-buyt-nhanh-tai-HaNoi/45112015/157/ [Accessed September 2004] Knowles, S., 2008 Analyst CRM, HSBC [Online] Available at: http://www.analyticbridge.com/forum/topics/2004291:Topic:2938 [Accessed May 2013] learningsite, n.d What are the presurre group? [Online] Available at: http://www.historylearningsite.co.uk/what_are_pressure_groups.htm Manis, J G., 1976 Analyzing Social Problems s.l.:s.n mba, 2013 Define socical marketing [Online] Available at: http://www.enotesmba.com/2013/02/social-marketing-concept.html [Accessed February 2013] 33 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A modernstudies, n.d Presurre Group [Online] Available at: http://www.modernstudies.org.uk/press.htm nguoicaotuoi.org, n.d [Online] quirk, n.d What is eMarketing and how is it better than traditional marketing? [Online] Available at: http://www.quirk.biz/resources/88/What-is-eMarketing-and-how-is-it-better-thantraditional-marketing Reeher, J., 2013 Aim and Objective of HSBC [Online] Available at: http://www.ehow.com/about_5475603_aims-objectives-hsbc.html [Accessed 10 May 2013] Reeher, J., n.d Aim and Objective of HSBC [Online] Available at: http://www.ehow.com/about_5475603_aims-objectives-hsbc.html [Accessed 10 May 2013] Saran, n.d [Online] Available at: http://vi.scribd.com/doc/50839051/CRM-Definition Schultz, C., 2010 WHAT IS THE MEANING OF GREEN BANKING? [Online] Available at: http://greenbankreport.com/green-bank-deals/what-is-the-meaning-of-green-banking/ [Accessed September 2010] socialprotectionasia, n.d [Online] socialprotection, n.d [Online] tapchicongsan.org, n.d [Online] Techopedia, n.d Customer relationship marketing [Online] Available at: http://www.techopedia.com/definition/23326/customer-relationship-marketing-crm [Accessed May 2013] thefreedictionary, n.d [Online] thutuong.chinhphu.vn, n.d [Online] thuvienlaodong.vn, n.d [Online] TRANSERCO, 2013 About company [Online] Available at: http://www.transerco.vn/Default.aspx?pageid=147 [Accessed 10 May 2013] Transerco, n.d About Company [Online] Available at: http://www.transerco.vn/Default.aspx?pageid=147 [Accessed 10 May 2013] Transerco, n.d Lịch sử hình thành Tổng công ty Vận tải Hà Nội [Online] Available at: http://www.transerco.vn/Default.aspx?pageid=149 34 Contemporary Issues in Marketing Management – Assignment Maple Group – F05A UNICEF, 2013 [Online] Available at: http://www.unicef.org/whatwedo/index.html [Accessed 12 May 2013] UNICEF, n.d Excec Board [Online] Available at: http://www.unicef.org/about/execboard/index.html [Accessed 14 May 2013] UNICEF, n.d The committee: UN's Children Fund (UNICEF) [Online] Available at: http://vi.scribd.com/doc/137372027/UNICEF UNICEF, n.d UNICEF: United Nations Children's Fund [Online] Available at: http://library.thinkquest.org/07aug/00117/unicef.html unicefusa, n.d How Does the UNICEF Tap Project Provide Clean Water? [Online] Available at: http://www.unicefusa.org/campaigns/tap-project/ Valls, A., n.d [Online] [Accessed 30 June 2012] Viet & My, n.d Solution To Labor Problems????? [Online] Available at: http://yume.vn/viet-my/article/solution-to-labor-problems.35D1B1AF.html [Accessed 14 2011] vov.vn, n.d [Online] Ward, S., n.d Mission Statement [Online] Available at: http://sbinfocanada.about.com/od/businessplanning/g/missionstatemen.htm Ward, S., n.d Vision Statement [Online] Available at: http://sbinfocanada.about.com/od/businessplanning/g/visionstatement.htm 35

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1.3 Describe the benefits of customer relationship management in a selected organization

1.3.1 Definition and objectives of CRM

1.3.2 Benefit of CRM in HSBC Bank

1.4 Make justified recommendations for the improvement in customer relationship management for a selected organization

1.4.1 Weaknesses and solutions for HSBC Bank

1.4.2 Recommendations for improvement in CRM for HSBC Bank

2.1 Carry out a stakeholder analysis for a voluntary sector and a public sector organization

2.1.1 Definition of stakeholder analysis

2.1.2 Background and project of chosen voluntary sector and public sector organization

2.1.2.1 Voluntary sector organization - UNICEF

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Unit 41 Contemporary Issues in Marketing Assignment

Introduction

Marketing is an essential element for every organisation in the present scenario, as the level of competition is very high and it is important for every organisation to sustain in the competition. Currently, there are some new sort of advertising practices that are adopted by organisations like relationship marketing, customer relationship management, ethical and social considerations etc. These practices focus on customer and society’s needs. This unit 41 contemporary issues in marketing assignment will provide information related with the marketing strategies that organisations should adopt and role of various pressure groups in managing the ethical practices in the market. It is important for every organisation to maintain a long-term relationship with their customers. Marketing practices are applied to public sector and voluntary sectors. In changing culture and environment, special approaches should be adopted by the organisations for accepting the change. Ethical values and social norms create a positive impact on the business because society does not need only goods and services but also ethical and social responsibilities to be fulfilled by the corporates for the society. (Ha nskaAhy, 2014)

1.1 Explain the concept of knowledge management and its role in relationship marketing.

Knowledge management is a systematic process in which people, technology, process and organisation structure are coordinated for adding values and promote innovation. The coordination is achieved by creating, sharing and applying the knowledge of important lessons and so that the best practices can be implement in the organisation. It is necessary for every organisation to implement knowledge management tools for sustain in competitive environment. It is mainly about providing correct knowledge to the people at correct time. The main aim of   knowledge and communication  anagement is not only managing the knowledge but to create value to the business and the employees by developing knowledge about using it effectively to attain the ultimate goals. There are many dimensions of knowledge management:

• KM strategy:  KM strategy involves the activities conducted to create value to the business. KM strategies need to be linked with the corporate strategies to attain the final goals.
• Organisational culture : organisational culture has its impact on the way the people communicate. This in turn affects the process of generating knowledge because knowledge can only be generated and shared when people communicate with each other.
• Organisational process : the organisation should be aligned with the KM strategies so that it can easily be implemented.
• Technology : KM is highly related to the technology used by the organisation as it uses many technological tools for its implementation.
• Politics : political support has been needs to implement the practices of Km in the organisations. 

Role of KM in relationship marketing:  The concept of marketing is changed if we compare it to the past. Earlier there was a production-focused system and now there is a relationship-based system. Production based marketing system is based on production and distribution and it considers the needs and wants of the customers. Customer relationship has become an important aspect because now onwards companies are focusing on customer satisfaction. They believe in ethical behaviour that is to be used in the production process and marketing process. Analytical CRM is a process in which customer details are used in business functions. The objective is to filter the main facts from the collected customer information and gain knowledge about different customers. This is an important part of relationship Management. (Competitive neutrality, 2012). Customer care support system is used by many organisations to deal with the customers in order to solve their queries regarding the product. This is called after sales service, which is very important to build good relationship with the customers these days. Managing of the knowledge and data about the customers not only help organisation in dealing with customers but also helps in making strategies according to improve the quality of the services. This is because management of data let the company know about the customer’s satisfaction status.

1.2 Explain the ways that ICT can support the customer relationship management process in a particular organisation.

ICT refers to Information and communication technology which includes various devices for communication or application like radio, television, mobile phones, computer hardware and software, satellite communication etc. ICT tools are widely used in customer relationship management.(Ekstro?m and Patrona, 2011) There are various ICT tools which help in   customer satfication   management like e- mail, Facebook, teleconferencing, video calling, websites etc. An organisation can easily communicate with the employees by ICT and can update them about their products and services. (Robinson and Palmer, 2011). They can research about the customer so that the organisation can know about the needs and demands of the customer. Many organisations have introduced loyalty cards for customer by which a customer can earn some reward points as per the amount of product and services he avail from that organisation. ICT also helps in Monitoring and controlling the projects and can determine its progress. Many companies like Dominos are using many ICT tools to communicate with the customers. Online orders have been taken directly on the phone or on the websites of the organisation. Dominos have also developed mobile apps to provide the customers with the ease of ordering the food. All these tools of issues of ICT like telephone, internet, and applications help the company to build a string relationship with their customers.

1.3 Describe the benefits of customer relationship management in a selected organisation.

CRM is very important for every organisation and it is derived from relationship marketing approach. CRM can help an organisation to know about the customer requirements and reviews about the products and services. It leads in increasing goodwill of the organisation. It has some limitations too like while selecting CRM, an organisation must think about its complexity and steps. Not all CRM solutions are suitable for every company as outsourced CRM are easy to implement but it does not work for larger companies. Traditional CRM software’s are mainly for communication with the customers but now the modern CRM software’s or social CRM is an expanded version of traditional one. It includes many things like keeping checks on customer opinions and social interactions with the customers via social media like Facebook, YouTube etc. CRM helps in maximizing value for customers as well as for the organisations. Today Internet and digital technologies are very helpful in communications and relationship between different channels and between B2B. With the increase in social CRM, organisations has become more aware about the choices and preferences of the customers and customers know about the trending products, new offers etc. The implementation of CRM in operations of a company makes it more professional and minimizes its operational cost too. It also helps in simplify the overall process in the organisation. Audi focuses on making long-term relationship with the customers and as a result, the number of Audi customers has risen over the past years. They have their complaint management system for handling the complaints. Strategic analysis tools were insufficient for satisfy the requirements of the system so they developed. CRM by SAP is used by Audi, which provides high potentials and helps in flexible analysis. Quantitative and Qualitative analysis helps Audi to control the process and proper allocation in customer support. They want to understand that what its customers want.

1.4 Make justified recommendations for the improvement in customer relationship management for a selected organisation.

Audi can improve its customer relationship management by many ways-

• By providing CRM training to all employees - For utilising the CRM more effectively, it is necessary to train the employees. Only through this, an organisation can utilize its resources in the best way. Unless all the employees adopt CRM, it cannot perform in the best way.
• Tracking customer behaviour-  Audit can improve customer relationship by tracking customer behaviour in various stages. It needs to gather data about the customers via social media and identify which information is important. It can predict the present need of customer as well as future need.
• Keep data updated - It is necessary to keep updated data, as every time it is important to know about the changed taste and preference of the customers. It helps in maintain the accuracy.
•   Socialism - It is necessary in the present time to integrate the CRM with the social media. This helps in inserting the new user information along with the profile picture and e mail address.(Egan and Harker, 2005)
• Mobilization - CRM, which is cloud based enables the users to keep a track on customer’s interactions, opportunities, projects from any files with the help of mobile phones. Mobile is a necessity for employees, partners, vendors for interaction with the company and each other. A systematic Mobile CRM strategy can improve productivity of employees, customer satisfaction, collaboration with the partners, effective utilisation of resources, reduces the cost of operations and increase in revenues.
• Creating CRM communities - Audi can start their own online community, or forums, which are used in extension of overall CRM, and it leads to increase in customer satisfaction and brand value. (Dholakia, 2015)
• Linking parts of organisations to CRM - In order to achieve best outcomes, it is important to link CRM with all parts of the organisations. This creates a strong relationship between different departments. Every department should give equal importance for CRM requirements. If any conflict arises between the departments then it should be sort out to obtain win-win situation.

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2.1 Carry out a stakeholder analysis for a voluntary sector and a public sector.

Stakeholder’s analysis is very important for the organisation to know about the needs and requirements of the stakeholders. Stakeholders can be anyone who is associated with the organisation in one or the other way. Stakeholder’s analysis helps the companies to study the interests and involvement of different stakeholders in the organisation. A particular orderly process has been followed in order to carry out the analysis of the stakeholders. The   system analysis   starts with listing down all the stakeholders of the business. Next step of the analysis involves identifying the stakeholder’s needs and interest. This step follows with the classification of the stakeholder according to the group of interests. Further, areas of conflicts have been identified in order to come up with the strategies to deal with those conflicts. A stakeholder expectation matrix has been used to classify them according to their power and interests.

Stakeholders in public sector:  Marketing is a necessary element for public sector as earlier it was assumed that municipal governments or public sector do not have any customers and competitors. Hence, marketing is not necessary. However, most of the professional public managers know that public sector is a service provider and have customers too like individual residents, visitors, taxpayers, owners of business houses etc. Government have monopolies for their services so they assume that there is not any other service provider in the city and as a result, there are no competitors. Now, they understand the importance of marketing because they know that their future growth is depends upon meeting the challenges associated with demands for better services and programs within the budgets. New and different models need to be understood by municipal governments to provide better quality, efficiency, and speed to the citizens. (Ekstro?m and Patrona, 2011). Stakeholders in public organisation involve:

• Politicians

Stakeholders in voluntary organisation:  The main objective of voluntary organisation is creating and maintaining audience and encouraging participation so that voluntary organisation can fulfil its goal related to awareness and education. They need funds for their operations. (Godson, 2009) Membership fees are not sufficient for them as they try to get sponsorship for fulfilment of the needs. Sponsorship also takes them to a target market, where they get many opportunities. Their marketing activities are related to attracting new participants taking part with the organisation. (Kotler and Armstrong, 2012)They try to give some extra benefits to attracts more participants like-

• Free event for participants
• Discount on membership
• A free gift
• A sought after a speaker
• Complimentary drinks
• Any facility

The best way for advertising and marketing is social media. It is a promotional device, which is trusted and exists in multiple places. Social media creates interest, attention in the audience mind. A voluntary organisation can contact people for attending an event by mail, which can easily seek attention of the people. Another way of marketing is direct marketing, virtual marketing, intervention marketing etc. Stakeholders in voluntary organisations:

2.2 Describe the nature of the relationships with customers within two selected not-for-profit organisations

It is necessary to build a relationship with customers and maintain it because they are the donors who fund the programs. Additional funding has been done by agencies, government etc. who works to fulfil the objectives of the organisation. They are the stakeholder who plays an important role in the organisation’s process. The relationship of Not for profit organisation depends upon the reason behind its formation. (Egan and Harker, 2005)

• SLH Group - It is an organisation, which has been voted the Best Not for Profit organisation to work. It provides services to regenerate the area. Their mission and vision is related to provide best services to improve the quality of life in neighbourhoods. It tries to circulate money through education and employment. They focus on the needs of the society and take action accordingly. The employees within the organisation are very much satisfied because managers always try to motivate the employees by giving them extra compliments.
• Irvine Housing association - It is one of the   working with leading  providers of social housing in UK. They offer affordable houses to provide support to people of all ages and circumstances. They provide training support to their employees to provide them new skills so they can  move in the right direction. They believe in working together with the clients so they can come to know about the required improvements.

2.3 Compare methods used in marketing within the public, private and voluntary sectors.

Marketing in public sector- Marketing in public sector depends upon the economic conditions like recessions. It is the set of activities or processes, which are a meant to identify, create or deliver values to satisfy the client, respond better to public requirements and provide goods and services to the clients. It includes

• Marketing of products and service - There are many public organisations that provide goods and services free of cost. It is different from private sector marketing. Most of the public sector organisation uses five P’s of marketing mix. However, they try to equate marketing and advertising so they require training to understand marketing mix so that proper strategy can be developed.
• Social Marketing - It is an implementation and control of the programs that are created to influence the engagement of social ideas that involves consideration of product, planning, distribution, communication etc.(Lahlali, 2011)
• Policy Marketing - It includes campaigns to convince some particular sectors of the society so that they can easily accept policies and regulations.
• DE marketing : this technique is used to persuade or inform the particular group of people not to use some of the government policies or programs, as they are not in existence now.

Marketing in Private Sector - Private Sector organisations works for profit motive. They provide goods and services to the society for the fulfilment of their needs as well as to earn profit. The strategies used by private sector are-

• Promotional strategies - They use many promotional strategies for generating revenues. It is a tool, which is used to introduce a product in the market.
• Online marketing - Social media has become a very common source for online marketing that results in developing products and services.
• Aggressive Advertising - Private Sector wants to make their product more visible to the public and that is the reason they believes in aggressive marketing a lot.
• Societal Marketing - Private Organisations has started doing something for society and then advertise it. They use it for advertising.

Marketing in Voluntary Sector - Marketing in voluntary sector has been done by the use of seven P’s of marketing. They are just translated in voluntary terms. The two major strategies or methods used by these organisations are:

• Public relations:  as voluntary organisations work for the society and public benefits, it is very necessary for them to generate public relations by organising campaigns and other programs to aware people.
• Branding : it is another method of marketing used by the voluntary organisations. Branding is about creating awareness among the people not only about the product but also about the whole brand. (Kotler and Armstrong, 2012)

Comparison:  It has been observed that change in the nature of the industry affects the marketing methods used by them. This is because all the above three industries have different objectives and hence different methods of marketing. Public sector uses such marketing strategies because they have to compete with private sector also. Private sector uses such strategies to acquire more and more customers under the target. Voluntary sector use different strategies because they have to promote and make relations with the people to fulfil their ultimate goal.

2.4 Explain the key issues involved in marketing in a selected virtual organisation.

Virtual organisation is a different kind of organisation, whose members are located in different locations. They require work together for the fulfilment of the objective. E-commerce has become an important part of the organisation’s marketing tools now days. It has proved to be very beneficial as it makes marketing an easy process to conduct. It helps an organisation to sell its products manually as well as online. As we see that customer these days are very much comfortable to use internet as the medium for shopping. It saves their time as well as provides them with so much of varieties in just one click. E-commerce helps a virtual organisation in promoting products and services. Ensemble is a virtual organisation, which is a division of Hallmark. It involves in outsourcing of manufacturing and distribution of products. Its process related to operations is very complex in nature. There are some issues that Ensemble facessuch as loss of control, dilemma related to strategic planning, need of new skills etc. It is a very common problem for virtual organisation to make strategic decisions and do strategic planning. They have to know the combination that can be helpful in achieving core competencies. There is a common vision of the firm and its employees and they promote interdependencies that lead to confusion. Coordination is very important under virtual organisations. (Anderson, 2010). Online purchasing is a trend of buying goods and services and people feel more comfortable in buying things online rather than buying manually by visiting a store and virtual organisations can adopt it by applicability of e- marketing mix. (Dholakia, 2015)

E- Marketing mix

• E- Product strategies - A person can buy a product by touching and checking it properly but it is a disadvantage in case of e- marketing. For attracting the customer, it is necessary to provide extra facilities to like exchanging and returning of products or they can provide customized products as per the needs of the customer.
• E-Price Strategies - Pricing is difficult in case of e- marketing as traditional marketing involves the cost of the product plus the extra amount, which a customer is willing to pay in consideration with the competition. Now competition is increased because of online availability of products and services. (Lahlali, 2011)The internet has made pricing competitive, as it does not include the cost of staff because online stores do not require any staff.
• E- Place strategies - One of the biggest change is online purchasing and it cuts the retailers as a person can directly buy products from manufacturer. It is a challenge for online retailer to deliver the products within specified time duration. (Henderson, 2011)
• E- Promotion strategies - It is important for an organisation to have its own webpage as it contains all the information regarding the organisation and the variety of products and services available. It can promote their products by making Web Public Relations.

3.1 Describe the use of the extended marketing mix in a selected service sector business.

Marketing mix consists of tools, which are available for business to acquire response from the target market in consideration to its marketing objectives. It includes-

• Product - Service marketing mix includes products, which are intangible in nature. It is not physical like, biscuit, soap etc. They cannot be measured. Service products are heterogeneous in nature, perishable and no one can own it. Service products have specialised characteristics so they are designed or created with care. Services provided by banks are savings account, current account, loans etc.
• Place - Place is a part of marketing mix where the consumer can acquire service. It cannot be same as it depends on the location where services are provided, as it can be the place of service provider or service receiver. Place plays an important role in services as quality of service is assumed by the customers as per the location interior, ambience etc. Banks in crowded area does not create a sense of security within customers.(Ekstro?m and Patrona, 2011)
• Price - To set price for a service is more difficult than to set the price for a product. The prices of services depend upon the quality of services provided by the banks and there can be change in prices time to time as per the change in market conditions.
• Promotion - It includes the strategies used by the organisations to make people aware about its product or services. (Robinson and Palmer, 2011). It is an important part of service marketing. It can be done by giving TV ads, print media etc.
• People - People are responsible for define services like if there is an IT company, the engineers working there defines it, alike this employees in the bank branch and their behaviour towards the customers defines the bank. In service marketing, people are an important part which affects the goodwill of the organisation.(Debowski, 2006)
• Process - Services are delivered to the end user by service process. It is related to- 

How do people consume services? What process they need to acquire the services. ?

      7. Physical evidence - It is the physical presentation of the environment and the ambience of the organisation like cleanliness, dirty, loud, smell etc. Banks uses financial software’s and new technology which reduces paperwork.(Egan and Harker, 2005)

3.2 Explain how the product/service mix can be used to enhance value for the customer and organisation.

Product-service mix is defined as the business that deals with services as well as tangible products. Now days, most of the organisation focuses on quality of services rather than on the product. This is because quality of the service attracts the customers and helps in building healthy relationship with them. Post sales services come under a category in which organisations focus on providing services to the customers after selling the products. Product/ service mix helps in enhance value for the customer and organisation because   marketing mix   focuses on overall development of product and service in relation to its overall growth and development. The nature of services is intangible so a person cannot touch and check it before acquiring the same. (Dholakia, 2015) Because of this, it is important to concentrate on the services to make them successful. Services benefit to product mix as product mix is suitable in terms of a product only but if product mix is applied to services then it add on many things to the service mix because products and services have different characteristics. Service marketing has a different approach because services are intangible in nature and an organisation cannot show the services in the advertisement or cannot provide free locusassignments. (Lahlali, 2011). Importance of services is increasing in developed economies, as they are necessary to satisfy needs of the customers. People in developed countries are more busy and they depends on online providers in their lives for example they want to do all bank transactions without visiting to bank and they are doing so, as banks has launched e- banking facilities.

3.3 Explain how difficulties peculiar to the marketing of services can be overcome with reference to a particular organisation.

Marketing of services is peculiar as services are intangible in nature and marketer should adopt the ways for visualized the services and its benefits to the target customers. It is very difficult to convince consumers about the characteristics of the product or the ability of the services due to its intangible nature. Marketer should use tangible representations for showing the services like colours, logo, mascots etc. It can build the customer’s trust on the services. (Henderson, A. 2011) . Services cannot be stored and have to be transacted at a given point of time. If the transaction does not take place then the amount or revenue can never be recovered. It cannot include delayed sales as services are for simultaneous production and consumption. They are heterogeneous in nature as there is non-standardization and production of services is done every time whenever a transaction takes place. Services are inseparable because both the service receiver and service provider is under one roof. Manufactured goods can be available in many places and can be consumed at different locations so it has separable nature.

Methods to overcome the difficulty:  Inseparability in services can be removed by satellite conferencing i.e. an expert can give instructions through a video to the client. Now it became so easy to have a video of surgery for reference purpose and broadcast it to many medical colleges. Bristol Medical School in UK has used this method to overcome the difficulty of inseparability. The medical college also uses different tools to associate the service of education to the product. They provide the service of education to the students by providing them with the practical knowledge of the topics by using the original equipments in the class.

3.4 Explain the role of IT in services marketing management in a selected organisation.

IT plays an important role in service marketing . Today every organisation owns a website in which all the basic information regarding incorporation, products and services are available. It is important for websites to maintain update as it creates an impact on customer’s mind. An organisation can gain more sales potential by websites and can maintain good relationship with customers. It can be done by collecting the basic information about customers and storing this on central database thus starting to create one to one relationship. (Henderson, 2011). As more and more people started using internet, many changes are taking place in their buying habits. They choose a brand or any service after checking the reviews about the product or service. At present, the facilities are available for booking service online. A person must have access to the internet and can book service online. FedEx is an organisation that focuses on customer satisfaction and to provide best services to the customer. It has all the three sides of the triangle. Due to the impact of technology on all dimensions of services, it has been advised that service triangle should expand so that technology can participate in this. The pyramid says that it is beneficial if customers, service providers and technology interact with each other through interactive marketing. (Grainge, 2010) It also gives advice that management has the responsibility to provide facilities regarding delivery through technology.

4.1 Explain some of the current issues of ethical and social concern to marketers in a particular industry.

Ethics is an important part in organisation’s operations. It is important for them to behave in an ethical way in production and marketing of their services. Business ethics means to conduct business activities without harming the nature and the society. It means a business should not earn profit in an immoral way. The term business ethics should be understood from all the angles. A company cannot incur profit by wrongly affecting the environment like wasting scarce resources, which results in creating unemployment. (Debowski, 2006). Marketing of the products must be sustainable as organisations are responsible for providing correct and fair information about their products and services. Customers must have a clear view about the products or service so that it does not results in misappropriation. (Maier, 2007). Food industry is the area that needs to be majorly concerned about the ethical and the social issues in marketing. This is because misinterpretation of the food products may affect the health of the customers and this is not acceptable ethically and morally. Marketers should concentrate on some of the issues that need to be concerned while marketing the food products:

• Do not misinterpret the ingredients of the product: This is a major concern to convey the correct information regarding the product contents to the customers.
• Do not make negative image of parents and teachers in marketing to the children food products.

4.2 Explain the concept of CSR with reference to a particular organisation.

Corporate social responsibility means the business practices involving the benefits of the society by giving away a part of company’s profit for social reasons. There are different types of social responsibilities. They are-

• Economic Responsibilities - It is the first and foremost responsibility of an organisation. A company needs to be concerned about profits. If a company is not earning profit then it is not possible for it to pay salary to the employees and it is impossible for a company to contribute something for the society. Before thinking about being social, it first needs to make sure that its business is profitable.
• Legal Responsibilities-  An organisation’s legal responsibilities are some requirements that are set by law. It is important for a company to obey the laws. It can be related so labour laws, company laws, and environment laws etc.
• Ethical responsibilities - Ethical responsibilities are the responsibilities, which assures an organisation and its owners that they are doing the right things. It can be related to being environmental friendly, paying fair wages etc.(Ekstro?m and Patrona, 2011)
• Philanthropic Responsibilities - If a company has fulfilled all the responsibilities then it automatically starts fulfilling philanthropic responsibilities. They are related to the responsibilities, which are simply required and contribute in the benefits of the society like donating money for charitable reasons.

Audi started to produce carbon- neutral mobility so as to fulfil its product responsibility and for the protection of the environment. Audi cares about its employees by providing them essential trainings and guidance. It focuses on people. It encourages education, commitment and culture. Ethical and social issues create an impact on the brand reputation of an organisation because it can directly connect with the customer, if it is socially and ethically responsible for them.

4.3 Evaluate the role played by a selected pressure group in influencing ethical and social marketing policies for a selected organisation.

A pressure group is an organised group of people who try to persuade any authority to do something. A group may promote any specific issue for any particular cause. Pressure group creates a pressure on the organisation when they come to know that wrong was done and that wrong can damage the reputation of the organisation which leads to decrease in sale. (Yunus and Weber, 2010)It is essential for a business to earn profits in order to survive. It depends on the consumer, whether an organisation is making profits or incus losses and hence, consumer have a right to be safe, to choose, to be informed and listened. Pressure groups that influence marketing of Cadbury-

• Consumers - Cadbury has responsibility to meet the needs of customers by providing them quality products. The growth of the company depends on consumers by targeting audience for quality products and innovation. In this way consumer impacts Cadbury.(Ekstrom and Patrona, 2011)
• Retail customers - They believe on the ability of company to meet demands. Retailers are in direct contact of the customers so the company trusts retailers. Any irresponsible act done by the company directly affects the retailers.

Many pressure groups have forced the consumers not to buy Cadbury at the time of the insect case. These pressure groups or interest groups work for the benefit of the society by making them aware of the wrong and right doings of the organisations. They not only criticize the companies but also help the organisations in their marketing processes. Pressure groups target the customer’s ethical and social behaviour of purchasing.

4.4 Evaluate the role played by published or broadcast media in influencing ethical and social marketing policies for a selected organisation.

Published and broadcast media creates a high impact on the customer’s mind, as they are so much in trend. It has been indicated in past that; marketing ethics includes the application of moral principles in the operational activities and marketing process. These includes marketing tools like advertisement, promotion etc. (Debowski, 2006) it is important to consider that some aspects of marketing ethics are disappeared because of media ethics. In food industries, the ethical and marketing policies are affected by broadcast media as well as print media. The media fulfilled its duties and responsibilities by enlightening members of the public, related to social and marketing principles, which are expected from food industries. It also exposes the industries, whose marketers are not fair and truthful about the products. It can also alert members, whenever any of the organisations uses some bad practices for production. (Henderson, 2011). Media has the power to build the image of the company and has the power to ruin it. An example of Cadbury illustrates it better. At the time of Cadbury worm crisis, media has just exaggerated the case in such way that it almost ruined the image of the organisation. Media was right on their part as they are trying to aware people regarding the wrong doings of the company, whether it is rumour or truth.

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Knowledge management is very important, as it is responsible in coordination of technology, people and process. Technology plays an important role in the success of an organisation because with the increased use of internet, it is essential for the organisation to promote its product online. It also helps in relationship management because an organisation can connect with their customers with the help of technology and get their reviews about the products and services.  Customer relationship management is important as it enables an organisation to know about the needs of customers and provide them with the products of their choice. It is important for both the voluntary organisation and public organisation to maintain relationship with the customers. It is important for an organisation to behave ethically and fulfil it social responsibility towards the society.  All the resources belong to the society, so every organisation should use the resources in effective and efficient way. They should provide the society with best quality of goods and services.

Anderson, N. (2010). Knowledge management. Los Angeles [u.a.]: Sage. Competitive neutrality. (2012). Paris: OECD Debowski, S. (2006). Knowledge management. Milton, Qld.: Wiley. Dholakia, N. (2015). Marketing as mystification. Marketing Theory. Egan, J. and Harker, M. (2005). Relationship marketing. London [etc.]: SAGE. Ekstro?m, M. and Patrona, M. (2011). Talking politics in broadcast media. Amsterdam: John Benjamins Pub. Co.Godson, M. (2009). Relationship marketing. Oxford: Oxford University Press. Lahlali, E. (2011). Contemporary Arab broadcast media. Edinburgh: Edinburgh University Press. Maier, R. (2007). Knowledge management systems. Berlin: Springer. Robinson, L. and Palmer, R. (2011). Managing voluntary sport organisations. New York: Routledge. Yunus, M. and Weber, K. (2010). Building social business. New York: Public Affairs.

Grainge, P. (2010). Elvis sings for the BBC: broadcast branding and digital media design. Media, Culture & Society, 32(1), pp.45-61 Ha nskaAhy, M. (2014). Networked communication and the Arab Spring: Linking broadcast and social media.  New Media & Society , 18(1), pp.99-116.

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