PRINCIPLES OF MARKETING – MKT101

Essay Test – Spring 2023

Duration: 60 minutes
In a short essay (500 words), discuss the challenges and advantages of new communication
technologies for marketers as they work to build relationships with their customers. Give
relevant examples.
Phan Thanh Hùng – HS189000
ESSAY TEST

Communication has always been a medium used continuously by marketers in the past and
present. Through technological transitions, current communication methods are very different
from the past.

In the 80s or 90s, the main communication method was through television, radio or print
newspapers with a slow spreading speed and limited scope. Compared to now, when
technology has developed dramatically, where smartphones are everything, accessing
information is very easy. Currently, there are many means of effective communication such as
the internet, social networks, and mobile applications with fast speeds and a reach that spans
almost the entire globe.

However, being able to use communication technology easily as well as safely and effectively is
not easy. Currently in the market there are many marketers competing for products as well as
attracting customers. The biggest challenge they face is using media wisely to develop products
as well as create good relationships with their customers. In addition, media is also a very
dangerous weapon that can be used to attack your opponents, so marketers must always find
ways to defend and protect themselves against attacks in the media field. A specific example of
this case is United Airlines, a British airline that lost up to 255 million USD when competitors
and netizens attacked the media due to a scandal. amniotic fluid in 2017. In addition, freedom
of speech is also a big challenge for marketers when using communication technology as a way
to contact customers. The large media environment allows customers to communicate with
each other and share their feelings, and customer reviews are very important for marketers.
Having too many negative reviews is also a huge challenge in product development. Few people
have ever known that a large and famous soft drink company like Coca-Cola had to stop
producing a product that they considered the most potential just because of negative reviews
and harsh reactions to New Coke, an improvement on the original Coke.

In addition to the major media technology challenges that marketers face, there are also
advantages that marketers will gain. Effective market segmentation is one of the biggest
advantages marketers have. Unlike the past, market segmentation is very difficult when contact
with customers is difficult and infrequent. Compared to now, contacting and interacting with
customers is much simpler. Having more contact with customers helps marketers easily
segment customer types to make it easier to sell products. The most obvious example is the
iPhone phone company. In addition to normal iPhone phones such as Ihone 10, 11, 12, the
phone company has created other segments to meet customer needs such as iPhone Pro to
compete with iPhone. high-end Android competitors and iPhone Lite for mid-range customers,
in addition to the iPhone SE. In addition to market segmentation, communication technology
also has the effect of customizing content to be more suitable and easily attract and reachmore
types of customers. The most obvious example of a media environment that can easily edit its
content is Wikipedia. Although Wiki is just an information search website, its popularity and
coverage cannot be denied as many people still use Wiki to find information outside of AI.