1. FOREIGN TRADE UNIVERSITY
FACULTY OF BUSINESS ADMINISTRATION
MID-TERM INTERNSHIP REPORT
Major: INTERNATIONAL BUSINESS MANAGEMENT
DEVELOPING THE MARKETING ACTIVITIES AT IVINH
INFORMATION TECHONOLOGY JOINT-STOCK
COMPANY
Student name : Duong Duc Tung
Student code : 1001020172
Class : A1 – High quality class
Intake : Course 49 – Faculty of Business
Administration
Supervisor : Ms. Le Thi Thu, MBA

2. ACKNOWLEDGEMENT
A summer intern is a golden opportunity for learning and self-development. I consider myself
very lucky and honored to have so many wonderful people lead me through in completion of this
project.
I wish to express my indebted gratitude and special thanks to "IVINH INFORMATION
TECHONOLOGY JSC" who in spite of being extraordinarily busy with her/his duties, took time
out to hear, guide and keep me on the correct path and allowing me to carry out my intern report
work at their esteemed company and extending during the training. I do not know where I
would been without this help
I would like to express my deepest appreciation to all those who provided me the possibility to
complete this report. A special gratitude I give to my guidance teacher, Mrs. Le Thi Thu, whose
contribution in stimulating suggestions and encouragement, helped me to coordinate my project
especially in writing this report.
Furthermore I would also like to acknowledge with much appreciation the crucial role of the
teacher of Department of Business Administration, who gave the permission to use all required
equipment and the necessary materials to complete the task.
I express my deepest thanks to Mr. Toan for his guidance and support. He supported to me by
showing different method of information collection about the company. He helped all time when
i needed and he gave right direction toward completion of report.

3. LIST OF TABLE AND FIGURE ................................................................................................ 5
LIST OF ABBREVIATION......................................................................................................... 6
CHAPTER 1: INTRODUCTION TO IVINH COMPANY...................................................... 7
1.1 The history of the establishment and the development.................................................... 7
1.1.1 General information.................................................................................................. 7
1.1.2 The history of the establishment and the development............................................. 7
1.2 Nature of business............................................................................................................ 8
1.2.1 Products and services................................................................................................ 8
1.2.1.1 IT CONSULTING............................................................................................. 8
1.2.1.2 IT SERVICES.................................................................................................... 8
1.2.1.3 IT PRODUCTS................................................................................................ 10
Hardware and software.............................................................................................................. 10
1.2.2 Overview of IT market in Vinh City....................................................................... 11
1.3 Organization structure.................................................................................................... 11
1.3.1 The model ............................................................................................................... 11
1.3.2 The main function of each departments.................................................................. 12
1.3.2.1 Marketing department...................................................................................... 12
1.3.2.2 Law department ............................................................................................... 13
1.3.2.3 Research and development department ........................................................... 13
1.3.2.4 Human resources department .......................................................................... 14
1.3.2.5 Accounting department.................................................................................... 15
1.4 Business performance over the last three years ............................................................. 15
CHAPTER 2: THE MARKETING ACTIVITIES SITUATION........................................... 17
2.1 Overview of the marketing department.......................................................................... 17
2.2 The situation of marketing activities.............................................................................. 18
2.2.1 The marketing activities ............................................................................................... 18
2.2.2 The relationship with others department within company ........................................... 20
CHAPTER 3: RECOMMENDATION..................................................................................... 20
3.1 Self-evaluation ............................................................................................................... 20
3.2 Some remedies to enhance the effects of marketing actives.......................................... 21
1. Website Design.................................................................................................................. 21

4. 2. Search Engine Optimization.............................................................................................. 22
3. Print Materials ................................................................................................................... 22
4. Social Media...................................................................................................................... 22
5. Content Creation and Promotion....................................................................................... 22
6. Email or Direct Mail Marketing........................................................................................ 23
CONCLUSION ........................................................................................................................... 24
REFERENCES............................................................................................................................ 25

5. LIST OF TABLE AND FIGURE
Table 2.1 : Business performance of IVINH JSC from 2010 – 2012 ………..
Chart 1.1 The Operation Model Of IVINH JSC ………………………………
Chart 2.1 The structure of Marketing Department……………………………..

6. LIST OF ABBREVIATION
H&R Human resource department
R&D Research and development department
IVINH JSC IVINH information technology join stock
company
IT Information technology

7. CHAPTER 1: INTRODUCTION TO IVINH COMPANY
1.1 The history of the establishment and the development
1.1.1 General information
 Name: IVINH INFORMATION TECHNOLOGY JOIN STOCK COMPANY.
 Address: The third floor, 87 Nguyen Thi Minh Khai Building, Vinh City, Vietnam.
 Email : info@ivinh.com
 Phone : (0383) 849949
IVINH is the company of choice for clients, partners and employees. In today’s competitive
business rely on technology to maintain their systems, financial reporting and customer service.
When technology counts 24 hours a day, 7 days a Weeks, IVINH immediate resolution IT works.
It helps its client’s power intelligence across their enterprise to run smarter operations make
smarter decisions and use smarter technology. Making technology more intelligent by
embedding it with process and data insights, IVINH also offers a wide range of technology
services.
IVINH helps customers meet increasing demand for immediate IT response and have the
solution by resolving those simple or complex IT support tasks challenging the business. IVINH
Managed services are built upon the combination of industry best practice, and proactive support
with a dedicated reactive support team. IVINH completes projects only for the Managed Services
clients focusing on the long term reliability and best value solutions.
Customer service has always been the key in all the relationships that IVINH develops.
1.1.2 The history of the establishment and the development
After working for both big and small companies and committing themselves completely to the
goals and objectives of others, we knew that there had to be a better way.
There had to be a way to build a company on value and principle; one where the consultants
really listened to and partnered with their clients on the journey to success.
IVINH .JSC was launched in 2006 when the technology industry was ramping up to handle
many arising problem and consulting firms were revolving doors for talent. In this fluid, profit-
focused industry, the IVINH created a people-focused business.

8. And they built it on a foundation of trust and long-term client relationships that are nurtured
today by a loyal team of professionals.
Today, we remain independent of any single hardware product or software vendor relationship.
As a result, each of our consultants objectively serves as a trusted technology advisor to middle
market companies and major corporations alike.
Our proven business-based technology consulting, staff augmentation capabilities, and ever-
expanding portfolio of clients has the company poised for growth and expansion.
Since our beginning, our technology reputation for innovative infrastructure design, secure
network architecture, and business integrity has been recognized by both loyal customers and
those in the community.
1.2 Nature of business
1.2.1 Products and services
In today’s do-more-with-less business environment, technology is emerging as the
primary driver of efficiency and profitability. IVINH team has a unique blend of up-to-
the-minute IT expertise and practical business acumen to help customers gain a
competitive edge.
1.2.1.1 IT CONSULTING
AT IVINH, they understand what it takes to put the right technology in place so customers get
maximum return on investment. IVINH team will help the customer’s company perform at its
highest level.
Consulting services
 IT needs and risk assessment
 Strategic information systems planning
 IT project management
 Current-state and future-state business process mapping
 Business continuity planning
1.2.1.2 IT SERVICES

9. IVINH offers a full range of IT services so you can hand off your technology to them and focus
on what you do best.
Managed services
Simply outsource all of your IT maintenance, for a monthly fee, to their reliable and highly-
experienced team.
 24 x 7 network monitoring
 Proactive detection and prevention of system failures
 Preventative maintenance
 Managed on-premise and cloud-based backup
 Backup and storage
 Security
 Network management and health reporting
 Helpdesk services and remote support
Security
Count on IVINH to provide the optimum level of protection for your business.
 Email / spam protection
 Network firewall
 Virus and spyware protection
 Intrusion detection and prevention
 Online backup and recovery
 Physical security
 IT policies and governance
 Web content filtering
 Virtual private networking (VPN)
Networking
IVINH’s experienced professionals can deliver an effective IT infrastructure based on a detailed
analysis of your environment and business needs.
 Network analysis and design
 Planning and procurement
 Implementation

10.  On-demand support
 Ongoing management and maintenance
 Remote network access
Cloud services
Talk to them about how your business can capitalize on the mobility and scalability benefits of
cloud computing.
 Private cloud
 Infrastructure
 Cloud-based data backup
 Application and storage hosting
 Mobile application and devices
Virtualization
They’ll help reduce your dependency on physical devices though the following types of
virtualization — employed independently or in combination.
 Server and client
 Operating systems
 Application
 Storage
1.2.1.3 IT PRODUCTS
IVINH partners with industry vendors to offer you a full range of hardware and software options.
Hardware and software
They’ll source the best products for your business, at an affordable price.
 Office productivity applications
 Computer and network operating systems
 Network and data security products
 Servers, racks, power supplies, and network storage
 Business management software
 Desktop computers, laptops, and accessories
 Printers, scanners, and projectors

11.  Routers, switches, and wireless access points
 Parts and accessories
 Hardware and software warranties and subscriptions
1.2.2 Overview of IT market in Vinh City
Vinh is a emerging city with the increasing in the demand of people for
information technology. It had been consider as a rich-land for IT to develop in
the next decades.
As a result , there is a lot of companies which works at the field of IT has
established in this very city over the ten years from now. We can list some of
them such as :
 Natech technology development join stock company
 North Fpt in Nghe An Province
 Nasc Application software development company
 An Phu join stock company
 TVC Technology- Media join stock company
 IVINH Information join stock company
 QuangMinh Tech Company
….
The market share has been divided in many pieces. There is no statistic official
telling us the exact number of that share which each company own. But many
people have reason to believe that North Fpt stills remain as a market leader
among these others. Whereas IVINH has been considered as a small-medium
business, it had been an aggressive fight between them in order to gain the every
last small piece of that cake and it wouldn’t have been an easy one.
Survival among these strong competitors through 7 years, IVINH has developed
their own brand and apparently had a certainty position in customers’ mind.
1.3 Organization structure
1.3.1 The model
Chart 1.1 The Operation Model Of IVINH JSC

12. ( Source : Company Database from Human resources department )
As you can be seen from the chart , there’s 5 major department that helps company run the
business in the most smoothly way as it can. Start with marketing department, that helps
company sell products and services, provide customer care services and all above that is to
build a strong brand image toward customers. Law department help the director in the legal
fields, giving advice about “ do and don’t ” decisions which could get company away from the
legal troubles. R&D Department control the quality of products, provide technical advice,
make the new products, put in them the innovation. H&R department is responsible for hiring
the most suitable man for company’s work. And finally, accounting department take care of all
the contract, make sure company has enough money to run the business.
Now we take a closer look at what specific function that each of department performs.
1.3.2 The main function of each departments
1.3.2.1 Marketing department
CEO
Marketing
deparment
Law department
Research and
development
department
Human
resources
department
Accounting
department

13.  Marketing is perhaps the most important activity in a business because
it has a direct effect on profitability and sales
 The marketing department acts as a guide and lead the company's
other departments in developing, producing, fulfilling, and servicing
products or services for customers.
 Marketing should be involved, and there should be a meeting of the
minds, whenever discussions are held regarding new product
development or any customer-related function of the company.
 The marketing department studies the market and the customers,
determines the best way to reach those customers, and works with the
rest of the company to help determine the new product needs of the
market and represent the company in a consistent voice.
1.3.2.2 Law department
Law department is responsible for providing legal services and advice to the company, its
divisions and employees. The department office faces a great number of different legal matters.
These matters include: business development, contract management, real estate transactions,
customer claims against the company for product damages and defects, litigation, employment
law, sales and leases matters, debt collection, bankruptcy, case prosecution, and much more. All
these activities create the workflow of Legal department. If to look at the workflow in whole, the
following main functions of the legal department can be seen:
 Providing legal advice and guidance
 Prosecution of cases in courts and litigation management
 Documentation preparation and drafting
1.3.2.3 Research and development department
New Product Research

14. Before a new product is developed, a research and development department conducts a thorough
study to support the project. The research phase includes determining product specifications,
production costs and a production time line. The research also is likely to include an evaluation
of the need for the product before the design begins to ensure it is a functional product that
customers want to use.
New Product Development
The research paves the way for the development phase. This is the time when the new product is
actually developed based on the requirements and ideas created during the research phase. The
developed product must meet the product guidelines and any regulatory specifications.
Existing Product Updates
Existing products of the company also fall under the scope of research and development. The
department regularly evaluates the products offered by the company to ensure they are still
functional. Potential changes or upgrades are considered. In some cases, the research and
development department is asked to resolve a problem with an existing product that malfunctions
or to find a new solution if the manufacturing process must change.
Innovation
The department is able to research and analyze the products other businesses are creating, as well
as the new trends within the industry. This research aids the department in developing and
updating the products created by the company. The team helps direct the future of the company
based on the information it provides and products it creates.
1.3.2.4 Human resources department
Manpower Planning
It involves the planning for the future and finding out how many employees will be needed in the
future by the business and what types of skills should they possess.
 Job analysis and Job description
 Determining wages and salaries
 Recruitment and Selection

15. One of the most important jobs HR departments is to recruit the best people for the organization.
 Performance Appraisals
Once the employees are recruited, the HR Department has to review their performance on a
regular basis through proper performance appraisals.
 Training and Development
HR department is constantly keeping a watch over the employees of the organization. In order to
improve the efficiency level of the employees they have to undergo regular trainings and
development programs:
 Employee welfare and motivation
 Implementing organizational policies
HR Department has to coordinate with line manager and see that the organizational policies are
being implemented in a proper manner
 Dismissal and redundancy
1.3.2.5 Accounting department
 To record the transaction on the basis of invoice, bills and vouchers, keep bills and
vouchers in safe place after including them in files,
 To pay the creditors and employees,
 To collect and monitor debtors,
 To reconcile the bank statements with the company's bank account
1.4 Business performance over the last three years
The business performance of IVINH for the last three years from 2010 had been
summarized in the following table:
Table 2.1 Business performance of IVINH JSC from 2010 - 2012
(All in Vietnam millions)

16. Year ended 31st March
Particulars 2012 2011 2010
Segment Revenue
IT Services 28,431 23,485 20,249
IT Products 3,843 3,691 3,82
Consumer Care and Lighting 3,340 2,725 2,258
Others 1,856 1,089 0,714
Eliminations 53.4 0,107 0,115
TOTAL 37,524 31,098 27,157
Profit before Interest and Tax - PBIT
IT Services 5,926 5,34 4,768
IT Products 0,178 0,16 0,176
Consumer Care and Lighting 0,395 0,345 0,31
Others 11.0 (9.7) (83.6)
Eliminations (0,11) (70.1) 1 2.7
TOTAL 6,401 5,766 5,184
Finance Expense (0,349) (0,193) (0,132)
Finance and Other Income 0,889 0,665 0,436
Share of profits of equity accounted
investees 33.3 64.8 53.0
Profit Before Tax 6,975 6,303 5,541
Income Tax expense including Fringe
Benefit Tax -1,376 (0,971) (0,929)
Profit for the period 5,598 5,332 4,611

17. ( Source : Company Database from Accounting Department )
 From the table above, we can see a bright picture of company’s operation over the
last 3 years. The profit has increased over that time, which from 4,6 B VND in
2010 to nearly 5,6 B VND in 2012, approximately 1 B VND increasing in 2 years.
And the amount of profit has grown about 0,7 B VND from 2010 to 2011 , which
is nearly double the arising number from the year between 2011 and 2012. The
reason can be pointed clearly from the figure above, the expense has been spent in
the year 2012 is far from the year 2011, that can be explain by the fact that in
2012, company decided to borrow more money from the bank in order to expend
the business..
The fact is that company has operate in 7 years, that’s number is very impressive
compare with others in the industry.
CHAPTER 2: THE MARKETING ACTIVITIES SITUATION
2.1 Overview of the marketing department
Chart 2.1 The structure of Marketing Department
(Source : Company Database from Marketing Department)
“Public relations is the lifeblood of any company. Whether a company is public or
private, profit or nonprofit, its reputation will determine its ultimate success. Instant
Marketing Director
Public Relation Print&Production Events

18. worldwide communications make it more important than ever to manage a company's
image and control how a company interfaces with its customers. Public relations failures
can seriously undermine the effectiveness of management and compromise company
credibility. To keep things running smoothly, the public relations manager must wear
many different hats: that of a journalist, marketer and sociologist.” (Ron Sardisco,
Demand Media , smallbussiness.chorn.com)
Event marketing refers to the process of making sure that the general public are aware of,
and want to visit an even. This could be a charity event, launching new products,
promotion programs… that the company held. This could include radio, TV, online and
print advertising.. They’re making full use of social media site and viral advertising
campaign.. The staff with this job needs to have excellent communicative and
interpersonal skills to be able to effectively form relationships with potential client.
The Print Production Job is responsible for the planning, execution and project
management of the company's entire process of print production within marketing direct
mail acquisitions and fulfillment manufacturing. This includes the supply chain process
for all print production requirements from planning, through delivery of components and
letter shop. In addition, the manager will liaise internally and externally with vendors,
while managing the flow of information to ensure timely and efficient delivery to
customers.
2.2 The situation of marketing activities
2.2.1 The marketing activities
Satisfaction is as a judgment following a consumption experience - it is the consumer’s
judgment that a product provided (or is providing) a pleasurable level of consumption-
related fulfillment ( Oliver 1997).

19. IVINH is a small business, and the marketing team’s really small. They see so much
advice around, so many things they need to do: SEO, email marketing, PR . . . But the
important things is that where do they even start?
That’s a lot of pain. Always having worked in small marketing teams with a very limited
budget, I see they’re expected to do a lot with next to nothing.
In reality the daily activities of marketing department may looks a bit boring.
 They sometimes got someone take care of the website. The marketing staff who
take care off website just copy the article , news in some irrelevant topic from
others newspaper then post it on the website aiming to fulfill the gap. And the
web design is just so awful. There’s not pretty much useful information on it.
 They rarely respond to customers, write & send email and even writing article,
update information on the website.
 They do not even have a great-looking card business. It does not seem very
professional. It’s such a mess.
o I’ve got the feeling that what they done cannot be called “marketing”, they just
follow their instinct, don’t have any clue what’s going after their actions.. From
my perspective, if I were customers I could not have the interesting with this kind
of company at the first sight.
o These activities do not make so much improvement at customer satisfaction. It’s
like every company all do that, it makes no distinction, no impression.
o The react from customer is not quite positive. They do not feel they are being
taken care off and listened. In other words, they are not satisfied.

20.  It’s a well-known fact that no business can exist without customers. In the
business of IT, it’s important to work closely with your customers to make
sure the site or system you create for them is as close to their requirements
as you can manage. Because it’s critical that you form a close working
relationship with your client, customer satisfaction is of vital importance.
You have to make your clients feel valued, wanted and loved.
Sometimes, people think that we have to do a lot of impressive things to
make customer satisfy, but in the real they often be impressed for the
smallest thing that you’ve done to them but with high sincerity.
2.2.2 The relationship with others department within company
Of course, there ant’ many things could work independently within a whole company. It
needs help, support and corporates from others. In this very case, marketing department is not the
exceptional. It’s really needed to be in a relationship with others.
To be honest, in IVINH JSC , that kind of relationship is not very tightly. The marketing
department barely takes advice from the accounting department about how much money they can
use, or corporates with R&D to define the new trends of products, analysis of customer habits.
And apparently, there is no connection with law department at all, as well as H&R department.
The power of the company comes from the strong relation within its department.
Whenever they are all heading toward one direction and doing things for company’s benefit.
CHAPTER 3: RECOMMENDATION
3.1 Self-evaluation
During my intern, I was extremely versed and comfortable in the position I have in
the company. I have shown them my understandings about business and cooperated
with others employees in a professor and knowledgeable manner. I had learn the way
to sufficient academic knowledge to contribute to company, understand the key
concepts and apply to the jobs.

21. Furthermore, my skills were certainly tested during the internship with IVINH
company. The abilities to get all assignments completed under the stressful deadline.
My main focus is marketing activities with company. To be able to finish the work, I
have to deal with multiple tasks at once. I found myself a lot of problems in order to
meet the goal that the sponsors had set up for me as well as the goals given to me by
myself. I has also enhance the ability to create workable schedules which is creative
and effective.
I had try myself not to need much direction or motivation outside of the initial
instructions. I only asked for help or questions when it was necessary. I interact very
well with others and is all around enjoyable to work with. I was taught to express
verbal and written ideas effectively. As well as the abilities that is to look at the big
pictures, when needed.
I was always trying to help out beyond the assignments I was given, and very
accepting of all criticism and feedback.
In summary, I was very glad I was able to work at IVINH JSC for my internship. And
I hope in the near future, I will have the opportunity to work here as a official
employee.
3.2 Some remedies to enhance the effects of marketing actives
Hereafter I suggest some possible way to improve the experience of customers in the limit of
my knowledge and based on the matter of fact had been observed during the internship in the
IVINH Company, which I think IVINH JSC could do it easily and could make the effect
immediately.
These are the six most essential marketing activities that I believe marketing staff at IVINH
should work on, in order of priority.
1. Website Design
The first thing I’m going to do if I hear about a new business that seems interesting (maybe I
heard a customer rave about the company or I met one of company’s employees at a conference)

22. is to look up their website. And if it’s not designed well, the website isn’t going to impress
anyone. Don’t pretend people don’t try to look up online: every company need a website, and
you need it professionally designed. If you only spend on one marketing activity this year, make
it this one.
And that doesn’t mean spend money on having fancy Flash dances and rocking music. (And
seriously, tell marketing staffs kill the music.) It means having a site that looks
professional while conforming to brand personality, and allows users to easily find what they are
looking for.
2. Search Engine Optimization
Ideally, SEO shouldn’t come after website design, but with it. At the least, read a few books or
some good SEO blogs and take care of the basics: writing useful content with keywords in the
title and heading tags, copy and URL, and basic link-building. And don’t go it alone: hire a
consultant.
3. Print Materials
At the least, they need great business cards to hand out to new contacts they make offline. If they
do have the time and the budget, they can create brochures or flyers, case studies or compilations
of customer testimonials, or a one-page factsheet. As with their website, the key here
is professional design that matches their brand personality.
4. Social Media
Start by building profiles on Facebook, Twitter and LinkedIn, and any popular forums or sites in
your industry. Monitor your presence and respond to comments. Show that you are listening.
5. Content Creation and Promotion
 Write and share answers that your audience (prospects, clients, job-seekers) might be
looking for. Don’t worry about being creative or unique (at least at first), you should ask
yourself about how you can help: “ What are the most common questions you get in
customer service? How can customers use your ordering tool more efficiently? How did
you help this customer become successful? ”

23.  The second step is to figure out what form you’ll publish your content in. Writing and
handling a blog with at least a couple of posts every week. Sending a print newsletter to
your customers every month. Publish quick tips and posts on Facebook. Create ebooks
and put them up on your site. The right form of content for you depends on your
audience, your resources and your inclination.
 The third step is to promote your content. This is where you use the social media profiles
you created in #5 and asks people to sign up, download and share. Put up signs in your
place of business; talk to customers and employees (even friends and family). Email links
to professional contacts if you think they’d be interested (just once: you don’t want to be
annoying).
6. Email or Direct Mail Marketing
Do you have a band of loyal customers and followers who would like to hear from you
regularly? Do you want to keep prospects engaged until the sale is made, or encourage them to
buy more? You can do all of this through social media, but in many ways mail (whether
electronic or print) is still a very useful medium. Here are some things you should be doing
through email or direct mail:
 Thank customers when they register or place an order, and ask them to contact you with
feedback (and if you have a newsletter, don’t forget to ask them to sign up!)
 Send them a holiday card or birthday wishes and thank them for their business
 Ask blog visitors to subscribe to a daily email with blog posts
 Send a newsletter (weekly, fortnightly or monthly) with tips, exclusive deals and
news only to opt-in subscribers
 Thank users when they sign up or download content, and offer other content or services they
might be interested in
Remember, if you are asking customers for their email addresses or business cards, they expect
to hear from you. (I’ve lost count on the number of times I’ve dropped a business card into a box
at a restaurant or painstakingly wrote out my email address in a notebook only to never hear
from the business again.) So it’s best to send at least a monthly newsletter where you tell them
what’s new and why they should pop into your store or buy from you online this month.

24. Now, none of the activities above are sufficient in themselves: you can use social media to ask
people to sign up to your newsletter or read your blog post you can use blogging and other forms
of content creation are great for SEO. And you can vary the mix according to, (as I said above)
your audience, your resources and your inclination. And there’s a lot more you could be doing:
sending out press releases, hosting events, sending out samples.
CONCLUSION
Marketing is a discipline that requires study and also the primary function that dictates and
drives overall business strategy. Professional marketer not only determine what kinds of
products and services to offer, but also how they are to be priced, distributed, and promoted
to consumers.
Effective marketing is critical for the long-term success of any business organization because
this function insures that the firm attracts, retains, and grows customers by creating,
delivering and communicating superior customer value. Because every organization in every
industry has a marketing function, career opportunities for graduates are plentiful.
And since customer satisfaction matters not only to the customer, but even more to the
business, because it directly impacts a company's bottom line profits. Furthermore, it is one
of the most important components of a company's positive brand image. And this could only
come from good marketing activities.
The reason why customer satisfaction directly affects bottom line profitability is quite
simple: it costs far less to retain a happy client than it does to find a new client. Businesses
that have been successful retaining the business of their loyal clients have shown over time to
consistently increase profits from their installed client base. The impact of customer loyalty
is impossible to overlook.
From my perspective, IVINH. JSC does not truly care about this matter and nearly all of the
staff had completely ignored these issues. I think IVINH .JSC could possibly do these things
far more than better with their current resources.

25. "Employment of advertising, marketing, promotions, public relations, and sales managers are
expected to increase faster than the average for all occupations through 2014." - US Dept of
Labor
REFERENCES
A. Books
1. Oliver, Richard L. (1997), Satisfaction: A Behavioural Perspective on the
Consumer, New York: McGraw Hill.
B. Law Discipline
2. US Dept of Labor
C. The Database of Company
3. Financial Statement of IVINH JSC 2010
4. Financial Statement of IVINH JSC 2011
5. Financial Statement of IVINH JSC 2012
6. Annual Statement of IVINH JSC 2012
D. Others
7. Website : smallbussiness.chorn.com
Search on July,20 2013
http://smallbusiness.chron.com/role-public-relations-manager-organization-
10969.html
8. The Graduate Report from the previous courses in Ngoai Thuong University ‘s
Library