HELLO!

I am Tran Tri Dung

Founder & CEO Công ty Cổ phần WMS
Giảng viên Chuyên ngành Marketing, Đại học Hoa Sen

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Copyright © 2020 by WMS
 1.
Creating and
Capturing
Customer Value

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 Contents

▸ What Is Marketing?
▸ Understand the Marketplace and Customer Needs
▸ Designing a Customer-Driven Marketing Strategy
▸ Preparing an Integrated Marketing Plan and Program
▸ Building Customer Relationships
▸ Capturing Value from Customers

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 What is Marketing?

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 “
Marketing is a process by which
companies create value for
customers and build strong
customer relationships to
capture value from customers in
return.

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 What is Customer Value
and How can we create it?

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 “
Marketing là quá trình biến một
người lạ thành quen, sau đó là
thân.

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 • Market segmentation
• Customer Relationship
• Target marketing
Management (CRM)
• Value Proposition
• Customer perceived value and
• Marketing Management Orientations
Customer satisfaction

• Customer needs, wants, and demands • The marketing mix (4Ps) • Customer lifetime
• Market offerings value (CLV)
• Value and satisfaction expectations • Share of customer
• Exchanges and relationships • Customer equity
• Markets
 Customer Needs, Wants,
and Demands

• States of deprivation

Needs • Physical (vật chất) — food, clothing, warmth, safety

• Social — belonging and affection (tình cảm)
• Individual — knowledge and self-expression

Wants • Form that needs take as they are shaped by culture

and individual personality

Demands • Wants backed by buying power

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 Customer Needs, Wants,
and Demands

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 Market Offerings

▸ Market offerings are some combination of products,

services, information, or experiences offered to a
market to satisfy a need or want
▸ Marketing myopia is focusing only on existing wants
and losing sight of underlying consumer needs

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 Customer Value and
Satisfaction Expectations

Customers
• Value and satisfaction

Marketers
• Set the right level of expectations
• Not too high or low

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 Exchange and Markets

▸ Exchange is the act of obtaining a desired object

from someone by offering something in return
▸ Markets are the set of actual and potential
buyers of a product

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 Designing a Customer-Driven
Marketing Strategy

▸ Market segmentation refers to dividing the markets

into segments of customers
▸ Target marketing refers to which segments to go after
▸ The value proposition is the set of benefits or values a
company promises to deliver to customers to satisfy
their needs

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 Segmentation

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 Segmentation

Thị trường bất động

Thị trường kem
sản có những phân
đánh răng có những
khúc nào?
phân khúc nào?

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 Segmentation

One research study uncovered four main segments (base on

behavioral or product-oriented):
▸ the sensory: seeking flavor and product appearance
▸ the sociables: seeking the brightness of teeth
▸ the worriers: seeking decay prevention
▸ the independent: seeking low price

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 Segmentation
Tuổi trẻ tài cao Vì tương lai con em Ăn nên làm ra
Độc thân, thành đạt, quan Quan tâm nhiều đến môi Quan tâm hàng đầu tới
tâm hàng đầu đến giá cả, trường sống xung quanh diện tích căn hộ và tiện
sự thuận tiện giao thông. căn hộ, vị trí giao thông ích. Chấp nhận mức giá
Cập nhật thông tin qua thuận tiện. Tham khảo ý cao, trên 3 tỷ. Tham khảo ý
internet và bạn bè. kiến từ vợ hoặc chồng và kiến của vợ hoặc chồng và
báo chí. báo chí.

Ngôi nhà mơ ước Kinh doanh địa ốc

Là những cặp vợ chồng trẻ, Do quan tâm nhiều đến
bị ảnh hưởng nhiều về giá, khả năng sinh lợi, nên
thích căn hộ mang cảm chọn diện tích vừa phải,
giác ấm áp về mặt tình thuận tiện giao thông.
cảm và gần nơi làm việc. Khác các nhóm trên, nhóm
Khi mua thường tham này cập nhật thông tin chủ
khảo ý kiến từ vợ hoặc yếu từ các công ty địa ốc.
chồng.
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 Marketing Management
Orientations

Production Product Selling Marketing Societal

concept concept concept concept concept

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 Marketing Management
Orientations

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 Preparing an Integrated
Marketing Plan and Program

▸ The marketing mix is the set of tools (4Ps) the

firm uses to implement its marketing strategy. It
includes product, price, promotion, and place.

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 Building Customer
Relationships

▸ Customer Relationship Management (CRM):

The overall process of building and
maintaining profitable customer relationships
by delivering superior customer value and
satisfaction
▸ Customer perceived value and satisfaction

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 Building Customer
Relationships

Target fewer,
Two-way more
interactive profitatble
customers

More deeply and

interactively

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 Capturing Value from
Customers

Customer lifetime Share of customer Customer equity is

value (CLV) is the is the portion of the the total combined
value of the entire customer’s customer lifetime
stream of purchases purchasing that a values of all of the
that the customer company gets in its company’s
would product categories customers
make over a
lifetime of
patronage

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 THANKS!
Any questions?
You can find me at https://trantridung.vn/

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