I.

LÍ THUYẾT
Câu 1: Trong sách
Khái niệm:
- Environmental forces: A projected change in business conditions, a technological
development, or a new piece of legislation can drastically alter organizational buying
plans. Among the environmental forces that shape organizational buying behavior are
economic, political, legal, and technological influences. Collectively, such environmental
influences define the boundaries within which buyer-seller relationships develop.
Particular attention is given to selected economic and technological forces that influence
buying decisions.
- Group forces: Multiple buying influences and group forces are critical in
organizational buying decisions. The organizational buying process typically involves a
complex set of smaller decisions made or influenced by several individuals. The degree
of involvement of group members varies from routine rebuys, in which the purchasing
agent simply takes into account the preferences of others, to complex new-task buying
situations, in which a group plays an active role.
- Individual forces: Individuals, not organizations, make buying decisions. Each
member of the buying center has a unique personality, a particular set of learned
experiences, a specified organizational function, and a perception of how best to achieve
both personal and organizational goals. Importantly, research confirms that organizational
members who perceive that they have an important personal stake in the buying decision
participate more forcefully in the decision process than their colleagues.46 To understand
the organizational buyer, the marketer should be aware of individual perceptions of the
buying situation.
- Strategies for influencing shopping malls (chapter 2) (leveraging personal and .....)
The strategy of influencing shopping malls in a B2B environment needs to be designed
with special attention to each aspect to leverage personal relationships and deliver value
to customers.
First, to gain influence, categorizing and understanding customers is key. By categorizing
customers according to factors such as industry, business size, and unique characteristics,
we can focus on specific target groups and understand their business needs and
objectives. Understanding the purchasing decision process in a partner's business helps us
shape our strategy in greater detail, ask the right questions, and focus on key decision
stages.
In creating personalized content, it is necessary to create customized marketing and sales
content based on personal information about customers. Using data to personalize direct
content and marketing messages brings us closer to our customers, increases our chances
of conversion, and clearly demonstrates the value of our products and services.
Building and maintaining personal relationships is important to keep interactions between
businesses and customers ongoing and positive. Proactive and regular communication
with customers, coupled with the development of personalized promotions, helps create a
professional business environment and long-term commitment.
Using technology as a foundation to optimize relationships is an important part of
strategy. CRM systems help manage information and interact with customers efficiently,
while automation technology helps track and interact automatically based on customer
behavior, saving time and improving performance.
Creating custom solutions and support services is a powerful way to influence a shopping
mall. The integration of products and services to create a comprehensive solution, along
with the provision of in-depth consulting and personalized support, ensures that the
business not only delivers products, but also delivers a unique experience and helps
customers succeed.
Finally, measuring and optimizing the strategy is an important step to ensure
performance. Identifying KPIs such as conversion rate, customer satisfaction, and sales
helps measure the success of the strategy. Through gathering feedback and continuous
adjustments, businesses can improve their strategies to increasingly reflect the needs and
wants of their customers.
Câu 2: Market segmentation (micro and macro segmentation) (slide chapter 3,4).
How to apply segmentation in practice, especially in b2b environments
Macrosegmentation

Micro
Câu 3:
The concept relates to Demand diterminants / economic value / commodity value /
different value. And their influence on pricing (chapter 5) => combining 4 concepts in
the book and slide chapter 5
Demand Determinants: These are factors that influence our decisions when choosing to
make a purchase. They include income levels, prices of similar products, personal
preferences, advertising, and demographic changes. If income increases, we may buy
more; conversely, if prices rise, we may buy less.
Influence: Factors such as income, price, personal preferences, and advertising can
change demand. When demand increases, businesses may consider raising prices to take
advantage of opportunities. Conversely, if demand decreases, discounts can assist in
maintaining sales.
Economic Value: Economic value is the level of utility we perceive when using a
product or service. It depends on individual needs, unique characteristics, and
affordability. If we find a product useful and the price reasonable, the economic value is
high.
Impact: If the product offers high economic value, the business may be able to set a
higher price. However, it is necessary to ensure that the price must reflect the value
assessed by the consumer.
Commodity Value: Some items like gold and silver are considered commodity values.
This means their value primarily depends on their physical properties. Regardless of the
producer, they maintain a fundamental value.
Influence: Commodity value is often determined by physical properties, and it can be
more stable than other factors. However, competition and markets can also affect this
value.
Differentiated Value: A product has differentiated value if it possesses unique features
that consumers highly value. This can be a strong brand, high quality, or special features.
Consumers often choose these products because they stand out and meet their specific
needs.
Influence: Products with differentiated value can often be priced higher. Consumers may
be willing to pay a higher price if the product is unique, quality, or a better experience
than other options.
Câu 4: Các chiến lược hướng đến nhóm khách hàng khác nhau (price- focused , quality
focused) ( sách)
"Price-focused" and "quality-focused" strategies shape how businesses interact with
customers and position products in the market. Price-focused, strategies are often aimed
at price-sensitive customers with limited budgets. These consumers are often most
important to price when making purchasing decisions, and businesses often compete
intensely in the price market to attract them.
In contrast, a “Quality Focus” Eliminate Inventories Today’s prevalent total-quality-
management techniques and just-in-time management principles emphasize the reduction
or outright elimination of inventories. Current thinking suggests that inventories exist
because of inefficiencies in the system: Erratic delivery, poor forecasting, and ineffective
quality-control systems all force companies to hold excessive stocks to protect
themselves from delivery, forecasting, and product failure. Instead, improved delivery,
forecasting, and manufacturing processes should eliminate the need to buffer against
failures and uncertainty. Information technology involving bar coding, scanner data, total
quality processes, better transportation management, and more effective information flow
among firms in the supply chain have made it possible to more carefully control
inventories and reduce them to the lowest possible levels.
Each strategy has its pros and cons. Price-focused strategies often offer flexibility and
appeal to price-sensitive customers, while quality-focused strategies often build closer
relationships with customers seeking quality and premium experiences. Some businesses
may choose to combine both strategies to meet diverse market needs and optimize
business performance.
II. Case study
1. Intel và Motion company
Người ta bán sản phẩm Motion C5 tới các bệnh viện . Khách hàng hướng tới là Bệnh viện
Câu hỏi:
- Yêu cầu đề xuất chiến lượt bán sp c5 đến các bệnh viện
 Proposal Requirements:
Product Specifications: Provide detailed specifications of the Motion C5, highlighting
key features such as durability, ease of cleaning, portability, screen size, and input
methods (pen and stylus). Outline any additional features, such as integrated barcode and
RFID readers, an integrated camera, and built-in wireless connectivity.
Compatibility and Integration: Demonstrate how the Motion C5 seamlessly integrates
with existing hospital systems, particularly Electronic Health Record (EHR) platforms.
Provide information on the compatibility of the device with commonly used healthcare
software.
Pricing and Financing Options: Clearly present the pricing structure for the Motion C5,
including any bulk purchase discounts or package deals. Offer financing options or
payment plans to accommodate our budget constraints.
Training and Support: Detail the training programs and support services available for
our medical staff during the implementation of Motion C5. Provide information on
ongoing technical support and maintenance services.
References and Case Studies: Include references from other healthcare institutions that
have successfully implemented the Motion C5, showcasing positive outcomes and
improved efficiency. Provide case studies illustrating real-world applications in similar
hospital settings.
Security and Compliance: Address data security measures implemented in the Motion
C5 to ensure compliance with healthcare data protection regulations. Highlight any
certifications or standards that the device adheres to in the medical environment.
Customization Options: Explore customization options available for the Motion C5 to
meet specific needs within different medical departments. Present any specialized
applications or features designed for varied healthcare specialties.
- Phân tích trung tâm mua hàng của bệnh viện ( y tá , bác sĩ , chuyên gia….)
Analysis of Hospital Shopping Centers:
Hospital shopping centers, or buying centers, typically involve a diverse group of
decision-makers representing various roles within the healthcare institution. In the
context of Motion C5 sales to hospitals, key members of the buying center may include:
Hospital Administrators: Focus on the overall cost-effectiveness, scalability, and
integration capabilities of the Motion C5 with existing hospital systems. Emphasize the
device's potential impact on hospital productivity and patient care.
Nurses: Prioritize user-friendly design, durability, and ease of cleaning. Look for devices
that enhance their workflow, allowing for tasks such as accessing medical records and
charting vital signs more efficiently.
Doctors: Emphasize the clinical relevance of the Motion C5, particularly its ability to
support doctors in remotely accessing medical records and making informed decisions.
May prioritize compatibility with specialized medical applications.
IT Specialists: Focus on technical specifications, security features, and integration
capabilities. Evaluate the device's compatibility with existing IT infrastructure and its
potential to streamline device management.
- Ngta chọn sp dựa trên các tiêu chí nào ?( COCQ , kĩ thuật, giá, pháp lí)
Mobility and Use in Healthcare Settings: The Motion C5 is specially designed for
medical environments, featuring a sturdy, sealed handle for easy cleaning and
disinfection.
Lightweight design for easy movement. The 10-inch screen makes displaying clinical
information easy.
Impact resistance and easy cleaning:
- The Motion C5 is shock resistant, helping to resist unwanted situations in medical
environments.
- The sealed and easy-to-clean housing makes cleaning convenient.
Specialized Features for the Medical Industry:
- There is a barcode reader and RFID reader to help identify patients and manage
electronic drug dispensing.
- Built-in cameras and wireless connectivity help transmit information and images
between medical professionals.
Price: The price of the Motion C5 is $2,199, which can be an important factor in the
purchase decision.
Positive reviews from users at other medical facilities: The managers and medical staff
at Island Hospital have tested and evaluated the Motion C5 positively, especially for its
cleanability and use in medical environments.
2. Công ty bảo hiểm, cty bên Mỹ,bảo hiểm liên quan đến vấn đề ô tô, cơ khí, xây dựng
Câu hỏi
- Bằng cách hướng sự chú ý đến các loại hình kd cụ thể. Công ty bảo hiểm này nhấn
mạnh mt vĩ mô. Để nâng cao chiến lược hãy để đề xuất những cách khả thi để chia nhỏ
phân khúc vĩ mô cụ thể để thành vi mô ( chọn ngành ô tô , cửa hàng tiện lợi, xây dựng)
slide chương4
-Khi mua bảo hiểm 1 số khách hàng chỉ muốn lựa chọn mua giá thấp cho từng loại bảo
hiểm trong khi những khách hàng khác lại muốn các dịch vụ giá trị gia tăng. Theo bạn
đặc điểm khác nhau của cty bảo hiểm nên làm sáng tỏ trong đề xuất giá trị khách hàng là
gì ( 3 ý tưởng) ( dựa dô slide price focused, quality focused)
1. Microsegmentation within Macrosegments:
Macrosegmentation involves targeting broad categories or types of businesses, while
microsegmentation involves breaking down these broad categories into more specific and
meaningful segments. In the case of Federated Insurance, focusing on particular types of
businesses (macrosegmentation), here are some ways these macrosegments could be
broken down further into meaningful microsegments:
Auto Dealers: Microsegments could include new car dealerships, used car dealerships,
specialty auto dealers (e.g., luxury cars or electric vehicles), etc.
Building Contractors: Microsegments might involve electrical contractors, plumbing
contractors, heating-cooling contractors, residential contractors, commercial contractors,
etc.
Equipment Dealers: Microsegments could include agricultural equipment dealers, lawn
and garden equipment dealers, construction equipment dealers, etc.
Petroleum Marketers and Convenience Stores: Microsegments might involve breaking
down convenience stores based on size, location (urban vs. rural), or the presence of
additional services (e.g., gas stations, attached restaurants).
Tire Dealers: Microsegments could include tire dealers specializing in specific types of
vehicles (cars, trucks, motorcycles) or specific tire brands.
By breaking down macrosegments into more specific microsegments, Federated can
tailor its insurance offerings and services even more precisely to the unique needs and
risks associated with each subcategory of business.
2. Responding to Customers Focused on Price:
Customizable Insurance Packages: Federated can offer basic insurance packages with
essential coverage for customers primarily concerned about price. These packages can be
standardized and priced competitively to meet the budgetary constraints of price-focused
customers.
Education on Value: Federated should emphasize the value-added services it provides,
such as risk-management guidance and comprehensive insurance solutions. Educating
customers on how these services can contribute to long-term cost savings and improved
business resilience may shift their focus from price alone.
Transparency in Pricing: While offering competitive pricing, Federated should be
transparent about the value that customers receive for their investment. Clear
communication about the coverage, risk-management support, and overall benefits can
justify the pricing structure.
Options for Flexibility: Federated could introduce flexible plans, allowing customers to
customize their coverage based on their unique needs and financial considerations. This
approach provides options for both price-sensitive customers and those seeking additional
services.
In the customer value proposition, Federated should highlight not only competitive
pricing but also the quality of service, risk management, and the long-term benefits of a
comprehensive insurance solution. The goal is to demonstrate that while price is a factor,
the overall value provided by Federated goes beyond the cost of premiums and
contributes to the success and stability of the insured businesses.
3. BPI company in Portugal sells car wheels aimed at African market
(Mozabique/Angola)
Question
-How does BPI segment its market (Mozabique/Anngola)? And what criteria did they use
(geography, slide chapter 3,4)
-Can the company segment the African market? and effective positioning strategy of BPI
(positioning)
 Market Segmentation Criteria:
Geographic Segmentation: BPI may segment the market based on geographical factors,
such as countries (Mozambique and Angola). This segmentation can consider the unique
characteristics, preferences, and needs of customers in each country.
Demographic Segmentation: Demographic factors, such as income levels, age, and
gender, may be considered for market segmentation. This helps in tailoring products to
meet the specific demands of different demographic groups within Mozambique and
Angola.
Behavioral Segmentation: Behavioral segmentation could involve considering factors
related to how customers in Mozambique and Angola use car wheels. For example,
whether they prioritize durability, off-road capabilities, or aesthetic features.
Cultural and Socioeconomic Factors: Cultural and socioeconomic factors play a
significant role in understanding the preferences and buying behaviors in different
regions. BPI may consider cultural nuances and socioeconomic conditions in
Mozambique and Angola.
Segmentation of the African Market: he company can further segment the African
market by considering the diverse characteristics, preferences, and needs of customers in
different countries within the continent. Each country may have unique market dynamics,
and tailoring strategies to specific regions can enhance effectiveness.
 Effective Positioning Strategy:
Understand Local Needs: Conduct thorough market research in Mozambique and
Angola to understand the unique needs and preferences of customers. Consider factors
like road conditions, climate, and usage patterns.
Quality and Durability: Emphasize the quality and durability of car wheels, highlighting
features that cater to the specific demands of the African market. This could include
wheels suitable for rough terrains or extreme weather conditions.
Affordability: Offer competitive pricing that aligns with the purchasing power of
customers in Mozambique and Angola. Consider creating product bundles or financing
options to make the products more accessible.
Local Partnerships: Establish partnerships with local distributors or retailers to leverage
their understanding of the market. This can enhance distribution channels and improve
accessibility.
Brand Image and Trust: Build a strong brand image emphasizing reliability and
trustworthiness. Customer testimonials, warranties, and after-sales support can contribute
to building trust among customers.
Customization Options: Offer customization options to cater to the diverse preferences
within the African market. This may involve providing different styles, sizes, or finishes
based on regional preferences.
Effective Communication: Develop marketing campaigns that resonate with the cultural
and linguistic diversity of Mozambique and Angola. Use local languages and culturally
relevant imagery in advertising.