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Luận Quản trị kinh doanh: An evaluation of marketing tools for overseas study consulting services in HaNoi = Đánh giá công cụ marketing cho dịch vụ tư vấn du học ở Hà Nội. Luận văn ThS. Kinh doanh và quản lý: 60 34 05
Nhà xuất bản: Khoa Quản trị Kinh doanh
Ngày: 2012
Chủ đề: Quản trị kinh doanh
Marketing
Dịch vụ
Tư vấn du học
Quản lý tiếp thị
Miêu tả: 125 p. + CD-ROM + tóm tắt
Luận văn ThS. Quản trị kinh doanh -- Khoa Quản trị Kinh doanh. Đại học Quốc gia Hà Nội, 2012
Chapter 1: A theoretical background of service marketing, marketing in education and marketing in overseas education service. Chapter 2: An evaluation of marketing and promotion activities of overseas education consultants in Hanoi. Chapter 3: Solutions to improving the effectiveness of marketing and promotion activities of overseas education consultants in Hanoi
LIST OF ABBREVIATIONS............................................................................... viii
INTRODUCTION.....................................................................................................1
1. Rationale .................................................................................................................1
2. Objectives of the study............................................................................................2
3. Scopes of the study..................................................................................................2
4. Methodology of the study .......................................................................................3
5. Structure of the study ..............................................................................................3
CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE
MARKETING, MARKETING IN EDUCATION, AND MARKETING IN
OVERSEAS EDUCATION SERVICE...................................................................5
A . OVERVIEW OF OVERSEAS STUDY OF VIETAM ...................................5
B. THEORETICAL BACKGROUND....................................................................7
1.1. An overview of service marketing ....................................................................7
1.1.1. Concept of service marketing............................................................................8
1.1.2. Fundamentals of service marketing ................................................................11
1.2. An overview of marketing in overseas education services ...........................25
1.2.1. International Education services .....................................................................25
1.2.2. Marketing in international education ..............................................................26
1.2.3. Education agents .............................................................................................27
1.2.4. The role of agents...........................................................................................29
1.3. Marketing communication: Channels and promotion tools ........................31
1.4. Typical marketing tools used by OSC……………………………… ……... 36
1.5. Proposed model..................................................................................................47
CHAPTER 2: EVALUATION OF MARKETING ACTIVITIES OF
OVERSEAS STUDY CONSULTANTS IN HANOI............................................49
2.1. Analysis of marketing activities of overseas education consultants in Hanoi
........................................................................................................................50
2.1.2. Evaluation of the frequency use of each marketing tool employed by
overseas study consultants ........................................................................................51
2.1.3. Evaluation of marketing tools from the perspective of overseas study
consultants.................................................................................................................54
2.2. Evaluation of marketing tools used by overseas education consultants from
students' perspective ...............................................................................................56
2.2.1. Evaluation of the most popular marketing tools .............................................56
2.2.2. Evaluation of most expected/ chosen marketing tools....................................58
2.2.3. Comparison between the level of actual use and selection / expectation of
students of oversea study marketing tools ................................................................59
2.3. Comparison of perceptions of the effectiveness of marketing promotion
tools hold by students and overseas study consultants ......................................61
2.4. Evaluation of marketing activities by each marketing tool .........................63
2.4.1. Evaluation of each marketing tool ..................................................................64
2.4.2. Evaluation of OSC by tools.................................................................................
65
CHAPTER 3: SOLUTIONS TO IMPROVING MARKETING ACTIVITIES
OF OVERSEAS STUDY CONSULTANTS .........................................................71
3.1. General solution for Groups of marketing tools for overseas education
consultancy service..................................................................................................76
3.1.1. Solution for Group 1 .......................................................................................71
3.1.2. Solutions for Group 2.....................................................................................72
3.1.3. Solutions for Group 4.....................................................................................73
3.2. Specific solutions for each marketing tool .....................................................75
3.2.1. A solution to Tool 1- Direct mail................................................................... 80
3.2.2. Solution for Tool 2 - Advertising..................................................................75
3.2.3. Solutions for Tool 3 – Education fairs ...........................................................77
3.2.4. Solution for Tool 4 - Direct consultancy and recruitment .............................80
3.2.5.Solution for Tool 5 – Websites ........................................................................80
3.2.6. Solution for Tool 6 - Banner advertising .......................................................82
3.2.7.Solution for Tool 7 – Listings ..........................................................................84
3.2.8. Solution for Tool 8 – Email marketing ..........................................................84
3.2.9. Solution for Tool 9 - Seminars.......................................................................85
3.2.10. Solution for Tool 10 - Pr ...............................................................................86
3.2.11. Solution for Tool 11 – Tele marketing..........................................................87
3.3. Expansion and renovation of other types of marketing tools ......................90
3.3.1. Street banner advertising ............................................................................... 96
3.3.2. Introduction to friends, relatives, acquaintances (words of mouth advertising).....90
3.3.3. Old customer care ...........................................................................................91
3.3.4. Overseas study links........................................................................................92
3.3.6. English center..................................................................................................92
CONCLUSIONS .....................................................................................................94
REFERENCES........................................................................................................96
APPENDIX ............................................................................................................110
INTRODUCTION
1. Rationale
Overseas education has become increasingly popular in recent years as it is viewed
as offering the student likelihood of better future employment. It is the undeniable
benefits of the abroad study and the much improved living standards of Vietnamese
people that make overseas study on the rise. In the context of international
economic integrations, overseas study has gone beyond the traditional limit in the
educational sector and become a lucrative business for overseas education
consultants (OSC).
The overseas study consulting market in Vietnam is highly competitive. Hundreds
of education consulting centers and non-profit organizations are operating in big
cities. Regrettably, the increasing number of students studying overseas has not
received a much needed concern from authorities. In Hanoi alone, not least to say in
Vietnam, there has not been official statistics of the number of students studying
overseas, education markets for Vietnamese students as well as the number and
effectiveness of OSC.
From the educational aspect, the Ministry of Education and Training (MOET) has
not taken full responsibility in managing the study of Vietnamese overseas students,
the quality of OSC and the prestige of the educational institutions which are the
destinations of Vietnamese students. From the business aspect, the Ministry of
Planning and Investment is only in charge of calculating the number of OSC.
Information of OSC can only be found in newspapers, forums or data bases of
international education institutions.
For all the reasons mentioned above, it is necessary to have a study on the
performance of OSC. Indeed, there has not been any study on this field in general
and on marketing activities of overseas education consultants in particular.
Therefore it can be said that “An evaluation of marketing tools for overseas
study consulting services in Hanoi‖ is of theoretical and practical significance.
2. Objectives of the study
This study will be conducted to get insight into the marketing activities of OSC in
Hanoi and examine the needs of students for overseas study service.
On the one hand, the study evaluates the promotional activities of OSC in Hanoi to
find out the answer to such questions as‖ Which marketing tools does each OSC use
and focus? ―How is each tool conducted and evaluated in relation to others?‖ etc
On the other hand, the thesis also studies the consumer behavior through surveys of
targeted students who have the need to study abroad in order to evaluate the
effectiveness of promotional activities of OSC from the students' perspective.
From the two aspects of the research, the thesis will give the answer to the question
whether these marketing and promotional activities can meet the requirements of
the consumers or not and the ultimate aim of the study is to point out solutions to
improving the marketing activities of OSC.
Hopefully, after a model to evaluate the effectiveness of OSC is made, the study
can propose solutions to improving marketing and promotional activities in
overseas education consultancy, contributing to the improvement of quality and
prestige of OSC in Vietnam‘s educational market.
3. Scopes of the study
Because of time constraint and limited ability of the author, a survey of 9 typical
OSC in Hanoi is conducted. With regard to students answering the questionnaire,
they are 100 senior students from Departments of External Economics, Business
Administration and Finance and Banking of FTU where the author is working and
200 senior students from FPT and Thang Long University.
It should be taken into account that FTU is a well established university which is
dubbed as Vietnam Harvard while Thang Long is the first private university which
has won recognition for the quality of teaching and studying and FPT is an
emerging private university which is backed up by the famous FPT group. These
universities, in the author's observation, have a high rate of students wishing to
study abroad.
It should also be noted that the object of the study are university students rather than
high school students. Furthermore, the concept of customers here refers to students
who want to study overseas. It is hoped that in the near future, with a larger budget
of time, a larger-scaled study which covers a wide variety of objects will be
conducted to find more comprehensive solutions to improving the effectiveness of
OSC.
4. Methodology of the study
The method of analysis, synthesis, comparison, interpretation, induction and socio
investigation are employed in the study.
Based on the theoretical background that has been mentioned in the study, 11
marketing tools will be included in the survey questionnaires for students and
marketing staff and leaders of 9 OSC. Questions will be from general to specific to
find out the popularity of marketing tools, the effectiveness of each tool in the eyes
of both OSC and students.
Survey and interview results are given in the form of figures to compare the
popularity and effectiveness of different marketing tools. The figures vary as each
focuses on each aspect of the research issues. However, promotional tools will be
deeply analyzed with a more detailed figure. Based on the results of this analysis
and on the basis of the mentioned theory, solutions to improving the effectiveness
of marketing and promotional activities of OSC will be given.
5. Structure of the study
Apart from the Introduction and Conclusion, the thesis is divided into 3 chapters as
follows:
CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE
MARKETING, MARKETING IN EDUCATION, AND MARKETING IN
OVERSEAS EDUCATION SERVICE
CHAPTER 2: AN EVALUATION OF MARKETING AND PROMOTION
ACTIVITIES OF OVERSEAS EDUCATION CONSULTANTS IN HANOI
CHAPTER 3: SOLUTIONS TO IMPROVING THE EFFECTIVENESS OF
MARKETING AND PROMOTION ACTIVITIES OF OVERSEAS EDUCATION
CONSULTANTS IN HANOI
CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE
MARKETING, MARKETING IN EDUCATION, AND MARKETING IN
OVERSEAS EDUCATION SERVICE
AN OVERVIEW OF OVERSEAS STUDY OF VIETNAM
There are an increasing number of types of scholarship available to study overseas.
Each year there are approximately 25 U.S. Government Fulbright Fellowships and
around 40-50 U.S. Government Vietnam Education Foundation (VEF) Fellowships
available for masters degree students only. Additionally there are approximately 10
Canadian government scholarships, 70 scholarships to study in the UK, 200
scholarships for study in France, 150 for study in Australia, 70 short-term and 10
long-term scholarships in Thailand. A large number of additional students receive
scholarships directly from universities, nongovernmental organizations, foundations
and other bodies. The Vietnamese Government through MOET also has a program
to approve approximately 400 scholarships for state workers to study abroad to
improve their skills. In 2009, the Vietnam International Education Development
(VIED - replaced the Management Committee of Project 322), on behalf of
Ministry of Education and Training (MOET), select and award many scholarships
for studies overseas. These scholarships comprise the following:
500 scholarships for full time doctoral study overseas,
200 scholarships for full time masters study overseas,
30 scholarships for short term training courses overseas,
100 scholarships for doctoral and master study at joint programs,
About 150 scholarships for undergraduate study overseas.
Another estimated 20,000 students are studying abroad each year on institutional
scholarships or on their own finances. These figures are further growing yearly as
the government implements its so-called 10,000 PhD program with a goal of
creating 20,000 new PhDs by 2020 through training abroad.
In the coming years, the market of overseas study of Vietnam will have a new and
significant trend and change. The markets receiving students studying abroad will
be extended to other regional countries such as Japan, South Korea, Taiwan,
Singapore, Malaysia, Hong Kong, and Thailand, etc due to their lower costs, and
shorter distance from home. In other words, parents will feel more comfortable
when their children can enjoy the opportunity to study in an international and
worldwide recognized environment which is not very far away from the home
country.
The modes of overseas study are also diversified. Many international schools will
invest in Vietnam to reduce costs; therefore students can enjoy overseas study
programs in their home country. Besides, the joint training programs, in-country
programs are on the rise. In these programs, students will study in Vietnam for
certain years and complete the remaining of their course either in Vietnam or in a
foreign country. In both cases students are awarded offshore qualifications.
In the case in which a foreign institution is not yet in Vietnam but located in a third
country, such as Thailand, students can also go to the third country to study instead
of going to the far away foreign institution.
The competition amongst OSC would even be tougher. It is understandable as more
foreign institutions will come to Vietnam by themselves or though the OSC when
demand for overseas education increases in Vietnam. Although when they enter into
Vietnam market, foreign institutions will need more partners in Vietnam, the
partners, i.e. the OSC still have to improve their service quality to compete with
others.
The overseas-study consulting market in Vietnam is highly competitive. Hundreds
of education consulting centers and non-profit organizations are operating in the big
cities. Moreover, the internet also gives students the ability to find the scholarships
and the school and the opportunities to go oversea to study by themselves. In
addition, the oversea-study exhibitions organized by the educational institutions
have provided opportunities to the student and introduced the student to ways to
assess the foreign educational institutes by themselves. This has also increased price
competition in the market.
One thing worth noticing is the commitment of Vietnam to WTO on services of
higher education, adult education which allows Vietnam to set up joint venture,
allowing the majority foreign ownership in venture capital in January / 2007; after
1/1/2009 it would allow the establishment of training institutions with 100% foreign
investment capital (other educational services such as undergraduate education has
not been committed).
After 3 years from the date of accession, the education service will not be restricted,
which means that it would be easier for students if they want to participate in an
international in country or a joint training program instead of going to study abroad.
Then the OSC have to compete with each other internally but also with international
institutions and joint training programs.
However, study abroad with its own characteristics and prominent advantages such
as a professional learning environment can certainly attract many students. In the
coming time, there will be many challenges and opportunities facing OSC; therefore
there should be solutions to improving marketing tools in order to Giúp consultants
to better cope with challenges and seize opportunities in the present as well as in the
future.
B. THEORETICAL BACKGROUND
1.1. An overview of service marketing
1.1.1. Concept of service marketing
1.1.1.1. Concept of service
Put in the simplest terms, services are deeds, processes and performances.
Generally, services are not tangible things that can be touched, seen and felt but
rather intangible deeds and performances. To be specific, services can be whatever
value a business delivers to customers. Services can be deeds or performances
which happen and last for a while but services can be the entire process presented to
the customers or clients from problem analysis activities, meetings with clients and
follow-up calls.
Basing on the simple, broad definition of services, it quickly becomes apparent that
services are produced not only by service businesses but also in relation to the
offerings and participation of many manufactured-goods producers. For instance,
machine manufacturers offer warranties and maintenance services for their
products, food producers provide delivery, inventory management, staff-training
services. These above mentioned are all examples of services as deeds, processes
and performances.
In short, it can be learnt from the definition that service needs to be connected with
the activity from which service is generated, say, travel service, legal service etc.,.
In all of the cases, each type of service brings some values to the consumers. The
value of service is accompanied with the benefit that customers get from that
service. However, there are also some arguments that products customers purchase
and use at the production place and cannot be taken away are known as service.
1.1.1.2. Concept of marketing
Marketing has been viewed traditionally as a business activity. Business
organizations exist to satisfy human needs, especially material needs. Consequently,
one way to define marketing is from the business perspective. For instance,
marketing has defined as the "delivery of higher standards of living".
Other definitions refer to marketing as an exchange process. This process involves
at least two parties: buyer and seller. Each party gives up something of value and
receives something of value. Noted marketing scholar Philip Kotler defines
marketing as "a society process by which individuals and groups obtain what they
need and want through creating, offering, and freely exchanging products and
services of value with others." [72]
Because marketing activities bring about exchanges, marketing is an essential
function in an economic system. In a free-enterprise economy, resources are
allocated by interaction of supply and demand in the marketplace. Marketing
activities and institutions' provide the framework and mechanisms for this
interaction and exchange taking place.
Although the business aspects of marketing are important, business-oriented
definitions of marketing have been challenged. Critics observe that marketing
involves a wide range of activities and organizations and should be viewed from a
broader perspective. These critics point out that marketing takes place in not-forprofit organizations, such as hospitals, universities, and social and government
agencies. New applications of marketing are further evidence of its growing
importance in our society. Any definition must recognize that marketing is a
fundamental human activity and that marketing decisions affect everyone's warfare.
The American Marketing Association (AMA) provides a definition of marketing in
its broader context: "Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organization goals"
By including exchange as part of the definition, the AMA has expanded the
marketing process to include all types of organizations. This broadened or generic
view of marketing recognizes the importance and application of marketing to notfor-profit organizations and situations. As in for non-profit businesses, a careful
planned and coordinated marketing program can Giúp a not-for profit organizations
reach its goals, whether they are to attract more members, to increase donations, or
to provide better client services.
Importance of Marketing
According to Blythe, (2005) marketing is the management process which identifies,
anticipates, and supplies customer requirements efficiently and profitably [15].
Modern businesses compete in complex global marketplaces. Competition has
never been so fierce. Well organized high quality, low cost competitors are
emerging daily. We can no longer rely upon our belief that traditional product
services and technological superiorities are sufficient to retain and grow our
businesses in the environment. In a competitive market environment, building and
maintaining a market requires investment in marketing and promotion. [60]
If marketing is the engine that drives the organization, then marketing research is
the process that keeps the engine tuned. [54]
1.1.1.3. Concept of service marketing
Marketing activities, even marketing the service sector developed rapidly in recent
years. Services marketing are regulated by the characteristics of the production,
distribution and use of service. The scope of Service Marketing includes the whole
process from pre-consumption, in production, distribution and after-sale- service.
Marketing is one of management tools of a manager which has so far proved its
effectiveness and got tremendous results. Marketing has been applied not only in
doing business but also in many other fields of social life, namely environment
marketing, social marketing, politics marketing, public non-profit products
marketing so on and so forth. The concept of marketing, therefore, has a boarder
insight than it used to be. And services marketing are one of the extensions of the
new and broad definition of the traditional concept of marketing.
Generally, service marketing is known as a form of marketing which focuses on
selling services and a form of marketing based on relationship and value. Services
as defined previously can be tricky to sell and marketing a service-base business is,
therefore, different from marketing a product-base business in some senses
including: the buyer purchases an intangible product; the service may be based on
the reputation of a single person; it is more difficult to compare the quality of
similar services and the buyer cannot return the service. Thus is why once markets a
service business, the owner should bear in mind that reputation, value, delivery of
service and follow-through are keys to a successful venture.
1.1.2. Fundamentals of service marketing
1.1.2.1. Characteristics of service: The services have unique characteristics which
make them different from that of goods. The most common characteristics of
services are:
Intangibility.
Inseparability.
Perish ability.
Variability
Intangibility
Services are activities performed by the provider, unlike physical products they
cannot be seen, tasted, felt, heard or smelt before they are consumed. Since, services
are not tangible; they do not have features that appeal to the customers' senses.
Their evaluation, unlike goods, is not possible before actual purchase and
consumption. The marketer of service cannot rely on product-based clues that the
buyer generally employs in alternative evaluation prior to purchase. So, as a result
of this, the services are not known to the customer before they take them. The
service provider has to follow certain things to improve the confidence of the client:
The provider can try to increase the tangibility of services. For example, by
displaying a plastic or a clay model showing patients an expected state after a
plastic surgery. The provider can emphasize on the benefits of the service rather
than just describing the features.
Not all the service product has similar intangibility. Some services are highly
intangible, while the others are low i.e. the goods (or the tangible component) in the
service product may vary from low to high.
For example: Teaching, Consulting, Legal advices are services which have almost
nil tangible components; While restaurants, fast food centers, hotels and hospitals
offer services in which their services are combined with product (tangible objective)
, such as food in restaurants, or medicines in hospitals etc.
Inseparability
Services are typically produced and consumed simultaneously. In case of physical
goods, they are manufactured into products, distributed through multiple resellers,
and consumed later. But, in case of services, it cannot be separated from the service
provider. Thus, the service provider would become a part of a service.
For example: Taxi operator drives taxi, and the passenger uses it. The presence of
taxi driver is essential to provide the service. The services cannot be produced now
for consumption at a later stage / time. This produces a new dimension to service
marketing. The physical presence of customer is essential in services. For example:
to use the services of an airline, hotel, doctor, etc a customer must be physically
present.
Inseparability of production and consumption increases the importance of the
quality in services. Therefore, service marketers not only need to develop taskrelated, technical competence of service personnel , but also , require a great input
of skilled personnel to improve their marketing and inter personal skills.
Perishability
Services are deeds, performance or act whose consumption take place
simultaneously; they tend to perish in the absence of consumption. Hence, services
cannot be stored. The services go waste if they are not consumed simultaneously i.e.
value of service exists at the point when it is required.
The perishable character of services adds to the service marketers' problems. The
inability of service sector to regulate supply with the changes in demand; poses
many quality management problems. Hence, service quality level deteriorates
during peak hours in restaurants, banks, transportation etc. This is a challenge for a
service marketer. Therefore, a marketer should effectively utilize the capacity
without deteriorating the quality to meet the demand.
Variability
Services are highly variable, as they depend on the service provider, and where and
when they are provided. Service marketers face a problem in standardizing their
service, as it varies with experienced hand, customer, time and firm. Service buyers
are aware of this variability. So, the service firms should make an effort to deliver
high and consistent quality in their service; and this is attained by selecting good
and qualified personnel for rendering the service.
1.1.2.2. Market in service marketing
The concept of market in Marketing is different from that of tangible products. It is
known as the potential customers who have demands for specific products provided
by enterprises. The concept of market in service marketing is divided into 6 basic
types which can be illustrated as follows:
Figure 1 .1: Service market
Customer market: For any enterprise to be successful, it is a must to focus on the
customer market which is the buyers‘ demand for a specific type of product or
service. The lowest influence of marketing on this market is to build customer
loyalty and attract the new and potential ones. It is quite difficult to understand the
customers of a service. The job of marketers, therefore, is to do research on
customer behaviors to find out what has great influence on their buying decisions.
One of the big concerns of service marketing lies in customer maintenance and
repeated business.
Interactive market: Interactive market occurs in the moment when the customers
interact with the organization and the service is produced and consumed. It is also
the interaction between different organizations taking part in the process of
providing service. These components of the whole process interlink and depend
much on each other to provide the end-service to customers.
Supplier market: The supplier market has changed a lot and played an important
part in both service and tangible products. Marketing activities in this market,
therefore, is to provide all the resources, which means that marketer needs to
establish some essential middle men, develop the relationships with the future and
present resources together with developing marketing campaign to distribute these
resources to supplier market. Meanwhile organizations also need to have a plan to
promote their market resources.
Employment market: How to provide adequate qualified and skillful workforce for
interactive market is a question of concern for the reason that there has always been
a shortage of qualified and skillful workers for not only service providers but also
any organizations doing business in the market. The supply and demand in
employment market seems to be complicated. There has been a great demand for
the high quality workforce working in several industries but the supply capacity still
remains low due to a number of reasons.
Power market: This market is suitable to relationship based Marketing. Enterprises
used Marketing resources and strategies to establish relationship with powerful
groups and corporations, including:
Financial and Baking Corporations: They make decisions on capital, payment
ability, amount of cash, etc
Powerful Corporations: Enterprises should establish the relationship to enter the
market and find out opportunities in future.
Authorities: Enterprises should understand and follow regulations and rules
related to trade and commercial activities.
Economic Associates: Enterprises should create a friendly relationship and
support their positive activities.
Internal market: An internal market operates inside an organization or a set of
organizations including employees, providers and internal customers. The internal
customers also have needs and demands that requires organizations to meet. Thus,
organizations should do research to find out the internal customers‘ needs and wants
as well as identify internal customer segmentation and work out the factors that
influence internal customers‘ needs which often associates with themes like their
personal lives, their families, working conditions, labor-saving devices, incomes,
promotion, vacation, benefits and rewards, etc.
The organizations should apply marketing tools to attract external customers to
increase internal customers ‗loyalty. Marketing researches, communication and PR
campaigns should focus directly on the employees and indirect labors as well as
external customers to attract the skilled labor force to produce high quality services.
Services marketing mix is different from that of product. Product marketing mix,
also known as the 4 P's of Marketing, is the combination of product, price, place
(distribution), and promotion.
In service marketing, the traditional 4Ps mar-mix is extended to 7Ps mar-mix to be
compatible with the successful proposition for the services industry. The 7Ps of the
only helps old customers feel cared and respected but it also builds up safety and
trust for potential customers; thus enhancing the prestige of the overseas study
consultant. In addition to this, companies can invite former study abroad students
who got benefits from the company's consulting services to participate in
exhibitions, seminars, exchanges, television programs in the role of guest speakers
so that potential customers can directly chat, ask questions with this alumni.
3.3.4. Overseas study links
Overseas study links mean overseas study consultants which are strong in different
market cooperate with other consultants to develop all markets. For example, if
company A and company B has a strong market in the U.K and in Japan
respectively, A will introduce its customers to Company B if they ask for Japan
market to receive commission from company B. As it is very difficult for a
company to attain resources to develop in all markets, overseas study link is a good
solution to Giúp companies support each other.
3.3.5. Building an independent network of consultants
A network of independent consultant include teachers in charge of youth
organization, or people in charge of training in consulting companies. These people
understand the educational market; as a result they are also very effective consulting
staff for oversea education market. When establishing a relationship with this team,
the company can build a network of independent consultants who can introduce
potential customers to go to the company to get consulted or they can provide direct
consultancy to potential customers. This activity will benefit both parties as the
consultant shall be entitled to commissions or other benefits such as scholarships or
other incentives.
3.3.6. English center
In fact, some companies open their own language center, mainly English center
where English courses are provided to both students looking for information of
overseas study and coming overseas study students. It is clear that foreign language
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Nhà xuất bản: Khoa Quản trị Kinh doanh
Ngày: 2012
Chủ đề: Quản trị kinh doanh
Marketing
Dịch vụ
Tư vấn du học
Quản lý tiếp thị
Miêu tả: 125 p. + CD-ROM + tóm tắt
Luận văn ThS. Quản trị kinh doanh -- Khoa Quản trị Kinh doanh. Đại học Quốc gia Hà Nội, 2012
Chapter 1: A theoretical background of service marketing, marketing in education and marketing in overseas education service. Chapter 2: An evaluation of marketing and promotion activities of overseas education consultants in Hanoi. Chapter 3: Solutions to improving the effectiveness of marketing and promotion activities of overseas education consultants in Hanoi
LIST OF ABBREVIATIONS............................................................................... viii
INTRODUCTION.....................................................................................................1
1. Rationale .................................................................................................................1
2. Objectives of the study............................................................................................2
3. Scopes of the study..................................................................................................2
4. Methodology of the study .......................................................................................3
5. Structure of the study ..............................................................................................3
CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE
MARKETING, MARKETING IN EDUCATION, AND MARKETING IN
OVERSEAS EDUCATION SERVICE...................................................................5
A . OVERVIEW OF OVERSEAS STUDY OF VIETAM ...................................5
B. THEORETICAL BACKGROUND....................................................................7
1.1. An overview of service marketing ....................................................................7
1.1.1. Concept of service marketing............................................................................8
1.1.2. Fundamentals of service marketing ................................................................11
1.2. An overview of marketing in overseas education services ...........................25
1.2.1. International Education services .....................................................................25
1.2.2. Marketing in international education ..............................................................26
1.2.3. Education agents .............................................................................................27
1.2.4. The role of agents...........................................................................................29
1.3. Marketing communication: Channels and promotion tools ........................31
1.4. Typical marketing tools used by OSC……………………………… ……... 36
1.5. Proposed model..................................................................................................47
CHAPTER 2: EVALUATION OF MARKETING ACTIVITIES OF
OVERSEAS STUDY CONSULTANTS IN HANOI............................................49
2.1. Analysis of marketing activities of overseas education consultants in Hanoi
........................................................................................................................50
2.1.2. Evaluation of the frequency use of each marketing tool employed by
overseas study consultants ........................................................................................51
2.1.3. Evaluation of marketing tools from the perspective of overseas study
consultants.................................................................................................................54
2.2. Evaluation of marketing tools used by overseas education consultants from
students' perspective ...............................................................................................56
2.2.1. Evaluation of the most popular marketing tools .............................................56
2.2.2. Evaluation of most expected/ chosen marketing tools....................................58
2.2.3. Comparison between the level of actual use and selection / expectation of
students of oversea study marketing tools ................................................................59
2.3. Comparison of perceptions of the effectiveness of marketing promotion
tools hold by students and overseas study consultants ......................................61
2.4. Evaluation of marketing activities by each marketing tool .........................63
2.4.1. Evaluation of each marketing tool ..................................................................64
2.4.2. Evaluation of OSC by tools.................................................................................
65
CHAPTER 3: SOLUTIONS TO IMPROVING MARKETING ACTIVITIES
OF OVERSEAS STUDY CONSULTANTS .........................................................71
3.1. General solution for Groups of marketing tools for overseas education
consultancy service..................................................................................................76
3.1.1. Solution for Group 1 .......................................................................................71
3.1.2. Solutions for Group 2.....................................................................................72
3.1.3. Solutions for Group 4.....................................................................................73
3.2. Specific solutions for each marketing tool .....................................................75
3.2.1. A solution to Tool 1- Direct mail................................................................... 80
3.2.2. Solution for Tool 2 - Advertising..................................................................75
3.2.3. Solutions for Tool 3 – Education fairs ...........................................................77
3.2.4. Solution for Tool 4 - Direct consultancy and recruitment .............................80
3.2.5.Solution for Tool 5 – Websites ........................................................................80
3.2.6. Solution for Tool 6 - Banner advertising .......................................................82
3.2.7.Solution for Tool 7 – Listings ..........................................................................84
3.2.8. Solution for Tool 8 – Email marketing ..........................................................84
3.2.9. Solution for Tool 9 - Seminars.......................................................................85
3.2.10. Solution for Tool 10 - Pr ...............................................................................86
3.2.11. Solution for Tool 11 – Tele marketing..........................................................87
3.3. Expansion and renovation of other types of marketing tools ......................90
3.3.1. Street banner advertising ............................................................................... 96
3.3.2. Introduction to friends, relatives, acquaintances (words of mouth advertising).....90
3.3.3. Old customer care ...........................................................................................91
3.3.4. Overseas study links........................................................................................92
3.3.6. English center..................................................................................................92
CONCLUSIONS .....................................................................................................94
REFERENCES........................................................................................................96
APPENDIX ............................................................................................................110
INTRODUCTION
1. Rationale
Overseas education has become increasingly popular in recent years as it is viewed
as offering the student likelihood of better future employment. It is the undeniable
benefits of the abroad study and the much improved living standards of Vietnamese
people that make overseas study on the rise. In the context of international
economic integrations, overseas study has gone beyond the traditional limit in the
educational sector and become a lucrative business for overseas education
consultants (OSC).
The overseas study consulting market in Vietnam is highly competitive. Hundreds
of education consulting centers and non-profit organizations are operating in big
cities. Regrettably, the increasing number of students studying overseas has not
received a much needed concern from authorities. In Hanoi alone, not least to say in
Vietnam, there has not been official statistics of the number of students studying
overseas, education markets for Vietnamese students as well as the number and
effectiveness of OSC.
From the educational aspect, the Ministry of Education and Training (MOET) has
not taken full responsibility in managing the study of Vietnamese overseas students,
the quality of OSC and the prestige of the educational institutions which are the
destinations of Vietnamese students. From the business aspect, the Ministry of
Planning and Investment is only in charge of calculating the number of OSC.
Information of OSC can only be found in newspapers, forums or data bases of
international education institutions.
For all the reasons mentioned above, it is necessary to have a study on the
performance of OSC. Indeed, there has not been any study on this field in general
and on marketing activities of overseas education consultants in particular.
Therefore it can be said that “An evaluation of marketing tools for overseas
study consulting services in Hanoi‖ is of theoretical and practical significance.
2. Objectives of the study
This study will be conducted to get insight into the marketing activities of OSC in
Hanoi and examine the needs of students for overseas study service.
On the one hand, the study evaluates the promotional activities of OSC in Hanoi to
find out the answer to such questions as‖ Which marketing tools does each OSC use
and focus? ―How is each tool conducted and evaluated in relation to others?‖ etc
On the other hand, the thesis also studies the consumer behavior through surveys of
targeted students who have the need to study abroad in order to evaluate the
effectiveness of promotional activities of OSC from the students' perspective.
From the two aspects of the research, the thesis will give the answer to the question
whether these marketing and promotional activities can meet the requirements of
the consumers or not and the ultimate aim of the study is to point out solutions to
improving the marketing activities of OSC.
Hopefully, after a model to evaluate the effectiveness of OSC is made, the study
can propose solutions to improving marketing and promotional activities in
overseas education consultancy, contributing to the improvement of quality and
prestige of OSC in Vietnam‘s educational market.
3. Scopes of the study
Because of time constraint and limited ability of the author, a survey of 9 typical
OSC in Hanoi is conducted. With regard to students answering the questionnaire,
they are 100 senior students from Departments of External Economics, Business
Administration and Finance and Banking of FTU where the author is working and
200 senior students from FPT and Thang Long University.
It should be taken into account that FTU is a well established university which is
dubbed as Vietnam Harvard while Thang Long is the first private university which
has won recognition for the quality of teaching and studying and FPT is an
emerging private university which is backed up by the famous FPT group. These
universities, in the author's observation, have a high rate of students wishing to
study abroad.
It should also be noted that the object of the study are university students rather than
high school students. Furthermore, the concept of customers here refers to students
who want to study overseas. It is hoped that in the near future, with a larger budget
of time, a larger-scaled study which covers a wide variety of objects will be
conducted to find more comprehensive solutions to improving the effectiveness of
OSC.
4. Methodology of the study
The method of analysis, synthesis, comparison, interpretation, induction and socio
investigation are employed in the study.
Based on the theoretical background that has been mentioned in the study, 11
marketing tools will be included in the survey questionnaires for students and
marketing staff and leaders of 9 OSC. Questions will be from general to specific to
find out the popularity of marketing tools, the effectiveness of each tool in the eyes
of both OSC and students.
Survey and interview results are given in the form of figures to compare the
popularity and effectiveness of different marketing tools. The figures vary as each
focuses on each aspect of the research issues. However, promotional tools will be
deeply analyzed with a more detailed figure. Based on the results of this analysis
and on the basis of the mentioned theory, solutions to improving the effectiveness
of marketing and promotional activities of OSC will be given.
5. Structure of the study
Apart from the Introduction and Conclusion, the thesis is divided into 3 chapters as
follows:
CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE
MARKETING, MARKETING IN EDUCATION, AND MARKETING IN
OVERSEAS EDUCATION SERVICE
CHAPTER 2: AN EVALUATION OF MARKETING AND PROMOTION
ACTIVITIES OF OVERSEAS EDUCATION CONSULTANTS IN HANOI
CHAPTER 3: SOLUTIONS TO IMPROVING THE EFFECTIVENESS OF
MARKETING AND PROMOTION ACTIVITIES OF OVERSEAS EDUCATION
CONSULTANTS IN HANOI
CHAPTER 1: A THEORETICAL BACKGROUND OF SERVICE
MARKETING, MARKETING IN EDUCATION, AND MARKETING IN
OVERSEAS EDUCATION SERVICE
AN OVERVIEW OF OVERSEAS STUDY OF VIETNAM
There are an increasing number of types of scholarship available to study overseas.
Each year there are approximately 25 U.S. Government Fulbright Fellowships and
around 40-50 U.S. Government Vietnam Education Foundation (VEF) Fellowships
available for masters degree students only. Additionally there are approximately 10
Canadian government scholarships, 70 scholarships to study in the UK, 200
scholarships for study in France, 150 for study in Australia, 70 short-term and 10
long-term scholarships in Thailand. A large number of additional students receive
scholarships directly from universities, nongovernmental organizations, foundations
and other bodies. The Vietnamese Government through MOET also has a program
to approve approximately 400 scholarships for state workers to study abroad to
improve their skills. In 2009, the Vietnam International Education Development
(VIED - replaced the Management Committee of Project 322), on behalf of
Ministry of Education and Training (MOET), select and award many scholarships
for studies overseas. These scholarships comprise the following:
500 scholarships for full time doctoral study overseas,
200 scholarships for full time masters study overseas,
30 scholarships for short term training courses overseas,
100 scholarships for doctoral and master study at joint programs,
About 150 scholarships for undergraduate study overseas.
Another estimated 20,000 students are studying abroad each year on institutional
scholarships or on their own finances. These figures are further growing yearly as
the government implements its so-called 10,000 PhD program with a goal of
creating 20,000 new PhDs by 2020 through training abroad.
In the coming years, the market of overseas study of Vietnam will have a new and
significant trend and change. The markets receiving students studying abroad will
be extended to other regional countries such as Japan, South Korea, Taiwan,
Singapore, Malaysia, Hong Kong, and Thailand, etc due to their lower costs, and
shorter distance from home. In other words, parents will feel more comfortable
when their children can enjoy the opportunity to study in an international and
worldwide recognized environment which is not very far away from the home
country.
The modes of overseas study are also diversified. Many international schools will
invest in Vietnam to reduce costs; therefore students can enjoy overseas study
programs in their home country. Besides, the joint training programs, in-country
programs are on the rise. In these programs, students will study in Vietnam for
certain years and complete the remaining of their course either in Vietnam or in a
foreign country. In both cases students are awarded offshore qualifications.
In the case in which a foreign institution is not yet in Vietnam but located in a third
country, such as Thailand, students can also go to the third country to study instead
of going to the far away foreign institution.
The competition amongst OSC would even be tougher. It is understandable as more
foreign institutions will come to Vietnam by themselves or though the OSC when
demand for overseas education increases in Vietnam. Although when they enter into
Vietnam market, foreign institutions will need more partners in Vietnam, the
partners, i.e. the OSC still have to improve their service quality to compete with
others.
The overseas-study consulting market in Vietnam is highly competitive. Hundreds
of education consulting centers and non-profit organizations are operating in the big
cities. Moreover, the internet also gives students the ability to find the scholarships
and the school and the opportunities to go oversea to study by themselves. In
addition, the oversea-study exhibitions organized by the educational institutions
have provided opportunities to the student and introduced the student to ways to
assess the foreign educational institutes by themselves. This has also increased price
competition in the market.
One thing worth noticing is the commitment of Vietnam to WTO on services of
higher education, adult education which allows Vietnam to set up joint venture,
allowing the majority foreign ownership in venture capital in January / 2007; after
1/1/2009 it would allow the establishment of training institutions with 100% foreign
investment capital (other educational services such as undergraduate education has
not been committed).
After 3 years from the date of accession, the education service will not be restricted,
which means that it would be easier for students if they want to participate in an
international in country or a joint training program instead of going to study abroad.
Then the OSC have to compete with each other internally but also with international
institutions and joint training programs.
However, study abroad with its own characteristics and prominent advantages such
as a professional learning environment can certainly attract many students. In the
coming time, there will be many challenges and opportunities facing OSC; therefore
there should be solutions to improving marketing tools in order to Giúp consultants
to better cope with challenges and seize opportunities in the present as well as in the
future.
B. THEORETICAL BACKGROUND
1.1. An overview of service marketing
1.1.1. Concept of service marketing
1.1.1.1. Concept of service
Put in the simplest terms, services are deeds, processes and performances.
Generally, services are not tangible things that can be touched, seen and felt but
rather intangible deeds and performances. To be specific, services can be whatever
value a business delivers to customers. Services can be deeds or performances
which happen and last for a while but services can be the entire process presented to
the customers or clients from problem analysis activities, meetings with clients and
follow-up calls.
Basing on the simple, broad definition of services, it quickly becomes apparent that
services are produced not only by service businesses but also in relation to the
offerings and participation of many manufactured-goods producers. For instance,
machine manufacturers offer warranties and maintenance services for their
products, food producers provide delivery, inventory management, staff-training
services. These above mentioned are all examples of services as deeds, processes
and performances.
In short, it can be learnt from the definition that service needs to be connected with
the activity from which service is generated, say, travel service, legal service etc.,.
In all of the cases, each type of service brings some values to the consumers. The
value of service is accompanied with the benefit that customers get from that
service. However, there are also some arguments that products customers purchase
and use at the production place and cannot be taken away are known as service.
1.1.1.2. Concept of marketing
Marketing has been viewed traditionally as a business activity. Business
organizations exist to satisfy human needs, especially material needs. Consequently,
one way to define marketing is from the business perspective. For instance,
marketing has defined as the "delivery of higher standards of living".
Other definitions refer to marketing as an exchange process. This process involves
at least two parties: buyer and seller. Each party gives up something of value and
receives something of value. Noted marketing scholar Philip Kotler defines
marketing as "a society process by which individuals and groups obtain what they
need and want through creating, offering, and freely exchanging products and
services of value with others." [72]
Because marketing activities bring about exchanges, marketing is an essential
function in an economic system. In a free-enterprise economy, resources are
allocated by interaction of supply and demand in the marketplace. Marketing
activities and institutions' provide the framework and mechanisms for this
interaction and exchange taking place.
Although the business aspects of marketing are important, business-oriented
definitions of marketing have been challenged. Critics observe that marketing
involves a wide range of activities and organizations and should be viewed from a
broader perspective. These critics point out that marketing takes place in not-forprofit organizations, such as hospitals, universities, and social and government
agencies. New applications of marketing are further evidence of its growing
importance in our society. Any definition must recognize that marketing is a
fundamental human activity and that marketing decisions affect everyone's warfare.
The American Marketing Association (AMA) provides a definition of marketing in
its broader context: "Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organization goals"
By including exchange as part of the definition, the AMA has expanded the
marketing process to include all types of organizations. This broadened or generic
view of marketing recognizes the importance and application of marketing to notfor-profit organizations and situations. As in for non-profit businesses, a careful
planned and coordinated marketing program can Giúp a not-for profit organizations
reach its goals, whether they are to attract more members, to increase donations, or
to provide better client services.
Importance of Marketing
According to Blythe, (2005) marketing is the management process which identifies,
anticipates, and supplies customer requirements efficiently and profitably [15].
Modern businesses compete in complex global marketplaces. Competition has
never been so fierce. Well organized high quality, low cost competitors are
emerging daily. We can no longer rely upon our belief that traditional product
services and technological superiorities are sufficient to retain and grow our
businesses in the environment. In a competitive market environment, building and
maintaining a market requires investment in marketing and promotion. [60]
If marketing is the engine that drives the organization, then marketing research is
the process that keeps the engine tuned. [54]
1.1.1.3. Concept of service marketing
Marketing activities, even marketing the service sector developed rapidly in recent
years. Services marketing are regulated by the characteristics of the production,
distribution and use of service. The scope of Service Marketing includes the whole
process from pre-consumption, in production, distribution and after-sale- service.
Marketing is one of management tools of a manager which has so far proved its
effectiveness and got tremendous results. Marketing has been applied not only in
doing business but also in many other fields of social life, namely environment
marketing, social marketing, politics marketing, public non-profit products
marketing so on and so forth. The concept of marketing, therefore, has a boarder
insight than it used to be. And services marketing are one of the extensions of the
new and broad definition of the traditional concept of marketing.
Generally, service marketing is known as a form of marketing which focuses on
selling services and a form of marketing based on relationship and value. Services
as defined previously can be tricky to sell and marketing a service-base business is,
therefore, different from marketing a product-base business in some senses
including: the buyer purchases an intangible product; the service may be based on
the reputation of a single person; it is more difficult to compare the quality of
similar services and the buyer cannot return the service. Thus is why once markets a
service business, the owner should bear in mind that reputation, value, delivery of
service and follow-through are keys to a successful venture.
1.1.2. Fundamentals of service marketing
1.1.2.1. Characteristics of service: The services have unique characteristics which
make them different from that of goods. The most common characteristics of
services are:
Intangibility.
Inseparability.
Perish ability.
Variability
Intangibility
Services are activities performed by the provider, unlike physical products they
cannot be seen, tasted, felt, heard or smelt before they are consumed. Since, services
are not tangible; they do not have features that appeal to the customers' senses.
Their evaluation, unlike goods, is not possible before actual purchase and
consumption. The marketer of service cannot rely on product-based clues that the
buyer generally employs in alternative evaluation prior to purchase. So, as a result
of this, the services are not known to the customer before they take them. The
service provider has to follow certain things to improve the confidence of the client:
The provider can try to increase the tangibility of services. For example, by
displaying a plastic or a clay model showing patients an expected state after a
plastic surgery. The provider can emphasize on the benefits of the service rather
than just describing the features.
Not all the service product has similar intangibility. Some services are highly
intangible, while the others are low i.e. the goods (or the tangible component) in the
service product may vary from low to high.
For example: Teaching, Consulting, Legal advices are services which have almost
nil tangible components; While restaurants, fast food centers, hotels and hospitals
offer services in which their services are combined with product (tangible objective)
, such as food in restaurants, or medicines in hospitals etc.
Inseparability
Services are typically produced and consumed simultaneously. In case of physical
goods, they are manufactured into products, distributed through multiple resellers,
and consumed later. But, in case of services, it cannot be separated from the service
provider. Thus, the service provider would become a part of a service.
For example: Taxi operator drives taxi, and the passenger uses it. The presence of
taxi driver is essential to provide the service. The services cannot be produced now
for consumption at a later stage / time. This produces a new dimension to service
marketing. The physical presence of customer is essential in services. For example:
to use the services of an airline, hotel, doctor, etc a customer must be physically
present.
Inseparability of production and consumption increases the importance of the
quality in services. Therefore, service marketers not only need to develop taskrelated, technical competence of service personnel , but also , require a great input
of skilled personnel to improve their marketing and inter personal skills.
Perishability
Services are deeds, performance or act whose consumption take place
simultaneously; they tend to perish in the absence of consumption. Hence, services
cannot be stored. The services go waste if they are not consumed simultaneously i.e.
value of service exists at the point when it is required.
The perishable character of services adds to the service marketers' problems. The
inability of service sector to regulate supply with the changes in demand; poses
many quality management problems. Hence, service quality level deteriorates
during peak hours in restaurants, banks, transportation etc. This is a challenge for a
service marketer. Therefore, a marketer should effectively utilize the capacity
without deteriorating the quality to meet the demand.
Variability
Services are highly variable, as they depend on the service provider, and where and
when they are provided. Service marketers face a problem in standardizing their
service, as it varies with experienced hand, customer, time and firm. Service buyers
are aware of this variability. So, the service firms should make an effort to deliver
high and consistent quality in their service; and this is attained by selecting good
and qualified personnel for rendering the service.
1.1.2.2. Market in service marketing
The concept of market in Marketing is different from that of tangible products. It is
known as the potential customers who have demands for specific products provided
by enterprises. The concept of market in service marketing is divided into 6 basic
types which can be illustrated as follows:
Figure 1 .1: Service market
Customer market: For any enterprise to be successful, it is a must to focus on the
customer market which is the buyers‘ demand for a specific type of product or
service. The lowest influence of marketing on this market is to build customer
loyalty and attract the new and potential ones. It is quite difficult to understand the
customers of a service. The job of marketers, therefore, is to do research on
customer behaviors to find out what has great influence on their buying decisions.
One of the big concerns of service marketing lies in customer maintenance and
repeated business.
Interactive market: Interactive market occurs in the moment when the customers
interact with the organization and the service is produced and consumed. It is also
the interaction between different organizations taking part in the process of
providing service. These components of the whole process interlink and depend
much on each other to provide the end-service to customers.
Supplier market: The supplier market has changed a lot and played an important
part in both service and tangible products. Marketing activities in this market,
therefore, is to provide all the resources, which means that marketer needs to
establish some essential middle men, develop the relationships with the future and
present resources together with developing marketing campaign to distribute these
resources to supplier market. Meanwhile organizations also need to have a plan to
promote their market resources.
Employment market: How to provide adequate qualified and skillful workforce for
interactive market is a question of concern for the reason that there has always been
a shortage of qualified and skillful workers for not only service providers but also
any organizations doing business in the market. The supply and demand in
employment market seems to be complicated. There has been a great demand for
the high quality workforce working in several industries but the supply capacity still
remains low due to a number of reasons.
Power market: This market is suitable to relationship based Marketing. Enterprises
used Marketing resources and strategies to establish relationship with powerful
groups and corporations, including:
Financial and Baking Corporations: They make decisions on capital, payment
ability, amount of cash, etc
Powerful Corporations: Enterprises should establish the relationship to enter the
market and find out opportunities in future.
Authorities: Enterprises should understand and follow regulations and rules
related to trade and commercial activities.
Economic Associates: Enterprises should create a friendly relationship and
support their positive activities.
Internal market: An internal market operates inside an organization or a set of
organizations including employees, providers and internal customers. The internal
customers also have needs and demands that requires organizations to meet. Thus,
organizations should do research to find out the internal customers‘ needs and wants
as well as identify internal customer segmentation and work out the factors that
influence internal customers‘ needs which often associates with themes like their
personal lives, their families, working conditions, labor-saving devices, incomes,
promotion, vacation, benefits and rewards, etc.
The organizations should apply marketing tools to attract external customers to
increase internal customers ‗loyalty. Marketing researches, communication and PR
campaigns should focus directly on the employees and indirect labors as well as
external customers to attract the skilled labor force to produce high quality services.
Services marketing mix is different from that of product. Product marketing mix,
also known as the 4 P's of Marketing, is the combination of product, price, place
(distribution), and promotion.
In service marketing, the traditional 4Ps mar-mix is extended to 7Ps mar-mix to be
compatible with the successful proposition for the services industry. The 7Ps of the
only helps old customers feel cared and respected but it also builds up safety and
trust for potential customers; thus enhancing the prestige of the overseas study
consultant. In addition to this, companies can invite former study abroad students
who got benefits from the company's consulting services to participate in
exhibitions, seminars, exchanges, television programs in the role of guest speakers
so that potential customers can directly chat, ask questions with this alumni.
3.3.4. Overseas study links
Overseas study links mean overseas study consultants which are strong in different
market cooperate with other consultants to develop all markets. For example, if
company A and company B has a strong market in the U.K and in Japan
respectively, A will introduce its customers to Company B if they ask for Japan
market to receive commission from company B. As it is very difficult for a
company to attain resources to develop in all markets, overseas study link is a good
solution to Giúp companies support each other.
3.3.5. Building an independent network of consultants
A network of independent consultant include teachers in charge of youth
organization, or people in charge of training in consulting companies. These people
understand the educational market; as a result they are also very effective consulting
staff for oversea education market. When establishing a relationship with this team,
the company can build a network of independent consultants who can introduce
potential customers to go to the company to get consulted or they can provide direct
consultancy to potential customers. This activity will benefit both parties as the
consultant shall be entitled to commissions or other benefits such as scholarships or
other incentives.
3.3.6. English center
In fact, some companies open their own language center, mainly English center
where English courses are provided to both students looking for information of
overseas study and coming overseas study students. It is clear that foreign language
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