PY = B0 + BX1 + …+ BKXK

Creating value for customer

 Creating and managing products

 Creating and managing services
 Building a strong brand
 Pricing
 Sales
- Building a strong customer relationships
- Customer relationships managing? (CRM)
- Communication

-Distribution

=> Relationship quality

It’s based on
+ Trust: cognitive
affective
+ commitment
+ satisfaction
+ loyalty

- Capturing value from customer

 Customer purchases/repurchases
 Customer Influence
 ____ Feedbacks/ suggestions
 ____ Referrals

Communication value for customer

 Communication: Traditional ads:tv radio

Direct marketing: sms, email ,telewhat ?

Personal selling (face-to-face): used a lot in B2B

Social media

PR (public relation)

Delivering value for customer

 Marketing channels/ Distribution channels

Marketing strategy

Segmentation – Targeting – Positioning (S-T-P)

Understanding the markets

 analyzing the marketing environments

 Analyzing consumer markets
 Analyzing business markets
 Conducting marketing research (thực hiện nghiên cứu thị trường)

Marketing mix – 4 Ps

 Product (goods, services, brand)

 Price
 Place
 Promotion

Omni-channel: kết hợp tất cả các kênh 1 smoothly but still effective

UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS

needs: trạng thái của sự thiếu thốn

wants: nhu cầu dc tạo bởi văn hóa và tính cách cá nhân

demands: mong muốn dc ủng hộ bởi sức mua (buying power)

Market offerings

 Combinations of products, services, … to satisfy a need or want

Customer value and satisfaction….

personalities: promotion focus ex: dcm mua online hết r mua mẹ onl đê

prevention focus ex: is that believable ?

Customer value and satisfaction

Functional value: quality

price

Emotional value

Customer satisfaction

Perceived value >= expected value

Set up the right levels of expectations (cái khó)

Exchange and Relationships

An act of obtaining a desired object from a person or an organization by offering something in return

Marketing actions try to create, maintain and grow desirable exchange.

Social exchange theory: Giải thích mqh trao đổi giữa các bên

Markets

Tập hợp những người mua hiện tại và tiềm năng về 1 cái sản phẩm or dịch vụ

Consumer markets

- Set of Individuals/ households that require goods/ services for personal consumption

Business markets”

- set of organizations that require goods, services for production, resell, rent

Designing a customer value-driven marketing strategy

STP

segmentation

Phân phúc nhiều thị trường

Pick 1 base on: Target attractiveness

Target compatibility (đáp ứng dc ko)

Targeting

Target market
 Value proposition

Tầm nhìn (vision)

Sứ mạng (Mission)

Giá trị cốt lõi (core value)

Mục tiêu giá trị cốt lõi (strategic objectives)

=> strategy (in a longer term)

Plan (in a shorter term)

Customer value-driven marketing strategy

Management: 4 chức năng cơ bản

Hoạch định -> tổ chức thực hiện -> lãnh đạo/Động viên -> kiểm tra/kiểm saót

Selecting customers to serve

The company must first decide whim it will serve

- Dividing the market into segments of customers (market segmentaion)

- Selecting which segments it will go after (target marketing)

Undifferentiated marketing

Mass marketing

1 chương trình marketing mix cho toàn bộ thị trường

- 1SP

- 1 Mức giá

Differentiated marketing
 Chọn ít nhất 2 phân khúc trở lên mỗi phân khúc khác nha có 1 chg trình marketing mix khacc1
nhau

- có sp khácc nhau

- có chính sách giá khác nhau

- có thể chung hệ thống sp

Concentrated marketing

- có phân khúc thị trường chỉ chọn 1 phân khúc để phục vụ

Individual Marketing

Choosing a value proposition

- a Brand’s value proposition is at he set of benefits or values it promises to deliver to customers

to satisfy their needs

Back to STP

Positioning

 Value proposition
 Points of differences
 Positioning statements

Marketing orientations

Production concept -> product concept -> selling concept-> Marketing concept -> Market-value
concept – societal marketing concept

Focus on customers value

Preparing an Integrated marketing Mix

Marketing mix comprised of a set of tools known as the four Ps

 Product
 Price
 Promotion
 Place

The digital age: Online, Mobile, and Social Media Marketing

Chap 2
Company- wide Strategic planning

- Strategic planning is the process of developing and maintaining a strategic fit between the
organization’s goals and capabilities, and its changing marketing opportunities

4 Ps

Product (Goods/services/brands)

Brand image

Brand association

Brand culture

Mỗi chu kì của sản phẩm có truyền thông khác nhau

Unawareness -> awarenesss ( recognition and recall) -> top of mind

Attention -> interested -> desire -> action ( I guess this is related to the buyers)

Understanding the marketing environment

Analyzing customer markets

Analyzing bussnes markets

Conducting marketing research

Learning the environment today (24/10/2023)

The marketing environment consists the actors forces outside marketing that affect marketing
management’s ability to build and maintain successful and profitable relationships with target
customers.
Phân tích môi tuorng72 kinh doanh của DN

Bên ngoài: (xác định cơ hội (O) và nguy cơ (T)

Kinh tế

Chính trị, pháp luật Vĩ mô

VH, XH

Vi mô / cạnh tranh/ tác nghiệp/ ngành

Đối thủ hiện tại

Đói thủ tiềm ẩn

Khách hàng

Nhà cung cấp

SP thay thế

Bên trong: => điểm mạnh (S) và yếu (W)

Sản xuất

Nhân sự

Tài chính

Marketing

Research and development (R & D)

Microenvironment consists of the actors close to te company that affect its ability to engage and serve
its customers (suppliers, competitors, the company, publics, customers, marketing intermediaries - trung
gian marketing).

Macroenvironment consists of the larger societal forces that affect the microenvironment (demographic,
economic, natural, technological, political, and cultural forces)

Suppliers

Provide the resources need to produce goods and services

Treat as partners in creating and delivering customer value

Marketing intermediaries
 Marketing intermediaries are firm that help the company to promote, finance, sell, and
distribute its goods to final buyers. (resellers, physical distribution firms, marketing services, financial
intermediaries)

Competitors

Firms must gain strategic advantage by positioning their offerings strongly against competitor’ offerings
in the minds of consumers

Publics

any groups that has an actual potential interest in or impact on an organization’s ability to achieve its
objectives:

Customers

Consumers markets -> all individuals/households -> buy/require -> goods/services -> personal
consumption.

Demographic environment

Demography is the study of human populations- size, density, location, age, gender, race,
occupation, other statistics.

Demography environment involves people, and people make up markets

Demographics trends include changing age and family structures, geographic population shifts,
educational characteristics, and population diversity.

Economic environment

Tốc độ tang trưởng KD

Chu kỳ kinh tế

GDP/người

Lạm phát

Tỷ giá
Natural Environment

Environmental sustainability involves developing strategies and practices that create a world
economy that the planet can support indefinitely.

Technological environment

Most dramatic force in changing the marketplace.

New products, opportunities

Concern for the safety of new products

Business analytics

Data collection

Data management

Data visualization

Data analysis (statistical tools)

Text analysis

Machine learning and deep learning

Political and Social environment

Legislation regulating business is intended to protect

Companies from each other

Consumers from unfair business practices

The interests of society against unrestrained business behavior

Cultural Environment

The cultural environment consists of institutions and other forces that affect a society’s basic
value, perceptions, and behaviors

Culture:

 Phong tục tập quán

 Tôn giáo
  Giá trị, tháo độ, niềm tin
 Vật chất
 Thẩm mỹ
 ẩm thực
 giáo dục

Chapter 4: managing marketing information to gain customer insights.

Customer insights

Fresh and deep insights into customer needs and wants

Important but difficult to obtain

Needs and buying motives not obvious

Customers usually cant tell you what and why

Better information and more effective use of existing information

Developing marketing information

Marketers obtain information from

Internal data

Marketing intelligence

Marketing research

The process:

Data collection

Data management system

Data visualization

Data Analysis

Text Analysis
 Machine learning and Deep learning

Marketing Research

Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization.

Qualitative research (định tính): Exploratory research

Quantitative research ( định lượng): Descriptive research

Casual research

Phan tích khác nhau phan tích định tính và định lhượng

Qualitative research

In-depth interview

Focus group discussion : Dị biến or tương đồng

Case study

Ethnography ( action reseatch)

Quantitative research

Survey

Experiment: Lab

Field

Developing the research plan

Secondary data is information n that already exists somewhere, having been collected for another
purpose.

Primary data is information collected for the specific purpose at hand.

Chapter 5
Consumer markets and buyer behavior

The buyer decision process

Figure 5.5

Need recognition:

-external stimuli

-internal stimuli

Information search

-external/internal sources: government agencies

Forum, social media

Attentive evaluation (khó dựa vào lý thuyết)

-Expectation – confirmation theory

Expectations:

- Performance expectation

- Effort expectation

Perceived value > expected value => satisfaction

Perceived value < expected value => disatisfaction

External factors:

- Culture

- Social

- Marketing mix stimuli

Internal factors:

- Age, life cycle state

- Income, occupation

- motivation

Business market

Self concept

Self identity

Need recognition -> Information search -> alternative evaluation -> purchase decision -> postpurchase
behavior

Market structure and Demand

Fewer but larger buyers

Derived demand
 Inelastic demand

Fluctuating demand

Business buyer behavior

Major types of buying situations

Straight rebuy is a buying situation in which the buyer routinely reorders something without any
modifications.

Modified rebuy: a buying situation in which buyer wants to modify product, specifications, prices, terms
or suppliers.

New tasks: a buying situation in which the buyer purchases a product or service for the 1st time

Participants in the business buying process

Buying center consists of all the individuals and units that play ar ole in the business purchase decision-
making process.

-Users

-Influencers

-Deciders

-Purchasers

-Gatekeepers (theo dõi thông tin tiến độ)

6.2

Institutional and Government markets

Government markets tend to favor domestic supplies, require then to submit bids and normally award
the contract to the lowest bidder.

Affected by environmental factors

Non-economic factors considered

Minority firms

Depressed firms

Small businesses

Chapter 7
Customer value-driven marketing strategy: Creating value for target customers

Đưa ra chiến lược nhấn mạnh lựa chọn mục tiêu/thị trường (Targeting)

Segmentation

Những thị trường sẽ chia thành các smaller groups ( và nó phải well designed)

Cách chia:

Nhân khẩu học: Nam/nữ, tuổi tác, nghề nghiệp. (easy)

Vị trí địa lý (easy)

Tâm lý (hard):

Targeting

1st question: selling for who ?

Concentrated marketing/thị trường tập trung (chỉ chọn 1 phân khúc)

Positioning

Company value – customer value – collaborator vlue

The hard thing is to balance these

Optimal value proposition:

+ Fundamental value: quality (value-in-use)

Price (value-in-money)

+ Emotional value (usually luxury brands)

+ Social value

+ Novel value

+ Conditional value (vd: bánh trung thu)

Marketing khan hiếm

Requirements for effective segmentation

+ Measurable

+ Accessible (tiếp cận đươc)

+ Substantial (quy mô phải đủ lớn)

+ Differentiable (các phân khúc phải thực sự khác biệt)

+ Actionable

Objective 3

Market targeting

Selecting Target market segments

A target market is a set of buyers who share common needs or characteristics that the company decides
to serve

Targeting attractiveness: + monetary value: doanh thu tăng, lợi nhuận tăng.

+ Strategic attractiveness: + quy mô tang

Target compatibility (sự tương thích)

+ Company ability/ resources (nguồn lực của doanh ngiệp có đáp ứng được ko)

- social net work

- nhân lực

- Tài chính

- Brand

- technology

Undifferentiated (mass) marketing (pepsi, cocacola)

Differentiated (segmented) marketing (vina milk, ensure)

Concentrated (niche) marketing (Gucci, channel)

Micromarketing (local or individual marketing) (roll Royce)

Objective 4: how company differentiate and position their products

Differentiation and positioning

Chapter 8: products services and brands building customer value

4ps

Creating value for customer

Product:
 +Product

+ service

+ brand

Price

Promotion:

+ incentives

+communicating value for customer

+ communication

Place

+ Delivering value for customer

+ Distribution

Product and service classifications

Consumer products

Industrial products

Individual product and service decisions

Communicate and deliver benefits by product and service attributes

-quality

- features

-style and design

Product and service decisions

Individual product and service decisions

- Brand is the name, term, sign, or design or combinations of these that identifies the maker or
seller of a product or service

Product line decisions

- product line length is the number of items in the product line

 -line stretching

- line filling

Services marketing

Types of service industries

- Government

- Private not-for-profit organizations

- Business organizations

Discuss branding strategy – the decisions companies make in building and managing their brands

Branding (xây dựng thương hiệu): là 1 quá trình người làm marketing “gán” cho sp/DN của họ có
1 sức mạnh thương hiệu (brand power)

Brand = a product + brand identity + brand meaning – brand association; brand culture

Brand value =$

Brand power – Customer -based

Brand – equity + brand awareness

+ brand image

Brand image

- Brand association + attributes

+ benefits

+ Functional
+ Symbolic

+ Attitude

- Brand culture/ uniqueness

Perceived value

Customer satisfaction
Customer loyalty

Chương 10

PRICE

-price : là số tiền cần trả để mua 1 sp/dv.

Tổng tất cả các giá trị mà người tiêu dung phải bỏ để có được lợi ích của việc sở hữu và sử dụng
1 sp/dv

Mục tiêu định giá DNN

+ Tăng lợi nhuận/ tối đa LN ngắn hạn

+ thu nhập thị trường – tối đa thị trường

+thấp

+ Hớt ván thị trường (market skimming):

+ dẫn àu96 chất lượng (quality leadership) -> định giá cao

Chiến lược định giá cơ bản (major pricing strategies)

Customer value-based pricing

Value-based pricing uses the buyers perceptions of the value rather than the seller cost

- value-based pricing is customer driven

- Cost- based pricing is product driven

 - Price is set to match perceived value

Chiến lược định giá

- định giá dựa vào giá trị

+ định giá dựa vào giá trị cung cấp kh

+ định giá dựa teên chi phí