Day 3 - CIO and E-Marketing - Part 1

CIO and EMARKETING
Lecturer: Associate Prof. Dr. Nguyen Van Thoan

Head of Ecommerce Department, Director of ICT Center
M: 0904.250.991 E: nvthoan@ftu.edu.vn Web: http://web.ftu.edu.vn/thoan
Hanoi, 2009- 2016 - 2021 - 2022

THE SCOPE OF MARKETING
• MARKETING IS ABOUT
IDENTIFYING AND MEETING
HUMAN AND SOCIAL NEEDS
• AMA’S FORMAL DEFINITION: MARKETING IS
THE ACTIVITY, SET OF INSTITUTIONS, AND
PROCESSES FOR CREATING,
COMMUNICATING, DELIVERING, AND
EXCHANGING OFFERINGS THAT HAVE
VALUE FOR CUSTOMERS, CLIENTS, PARTNERS,
AND SOCIETY AT LARGE
Copyright © 2016 Pearson Education, Inc. 1-2
What is marketing
● Production Marketing is the process

of researching, identifying,
Creating
● Selling Needs and demands
of customers
And fiding ways to
● Advertising satisfying
These needs
With the benefits for
customers
Companies and stake
holders
THE VALUE DELIVERY
PROCESS
CHOOSING THE VALUE
PROVIDING THE VALUE
COMMUNICATING THE VALUE

MARKETING MANAGEMENT
• THE ART AND SCIENCE OF CHOOSING
TARGET MARKETS AND GETTING,
KEEPING, AND GROWING
CUSTOMERS THROUGH CREATING,
DELIVERING, AND COMMUNICATING
SUPERIOR CUSTOMER VALUE
CopyrightEDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson
INC.Education, Inc. 1-5 1-5
WHAT IS DIGITAL
MARKETING
WHAT IS DIGITAL
MARKETING
WHAT IS DIGITAL
MARKETING
https://azbigmedia.com/business/7-examples-of-
digital-marketing-you-should-know/
WHAT IS DIGITAL
MARKETING
https://www.ama.org/pages/what-is-digital-
marketing/
WHAT IS DIGITAL
MARKETING
https://en.wikipedia.org/wiki/Digital_marketing
WHAT IS DIGITAL
MARKETING
https://www.smartinsights.com/digital-
marketing-strategy/what-is-digital-marketing/
WHAT IS DIGITAL
MARKETING
https://www.toolbox.com/marketing/content-
marketing/articles/what-is-digital-marketing/
WHAT IS DIGITAL
MARKETING
https://www.smartinsights.com/digital-
marketing-strategy/what-is-digital-marketing/
WHAT IS DIGITAL
MARKETING
https://www.toolbox.com/marketing/content-
marketing/articles/what-is-digital-marketing/
6 levels of learning
memorize 7 key concepts
master 7 key emarketing tools
https://kodosurvey.com/blog/blooms-taxonomy-l
evels-learning-complete-post
http://cehdclass.gmu.edu/ndabbagh/Resources/I
DKB/bloomstax.htm
http://edutechwiki.unige.ch/en/Learning_level
CORE MARKETING
CONCEPTS
• NEEDS: THE BASIC HUMAN
REQUIREMENTS SUCH AS FOR AIR,
FOOD, WATER, CLOTHING, AND
SHELTER
• WANTS: SPECIFIC OBJECTS THAT

MIGHT SATISFY THE NEED
• DEMANDS: WANTS FOR SPECIFIC

PRODUCTS BACKED BY AN ABILITY TO
PAY Copyright EDUCATION,
COPYRIGHT © 2016 PEARSON © 2016 Pearson Education, Inc.
INC. 1-21 1-21
CORE MARKETING
CONCEPTS - STP
• SEGMENTATION
• TARGET MARKETS
• POSITIONING
Copyright EDUCATION,
INC. 1-22 1-22
CORE MARKETING
CONCEPTS
• VALUE: A COMBINATION OF QUALITY,
SERVICE, AND PRICE (THE CUSTOMER
VALUE TRIAD)
• SATISFACTION: A PERSON’S
JUDGMENT OF A PRODUCT’S
PERCEIVED PERFORMANCE IN
RELATIONSHIP TO EXPECTATIONS
Copyright EDUCATION,
INC. 1-23 1-23
HOLISTIC MARKETING
DIMENSIONS

MARKETING MIX
COMPONENTS (4 PS)

MODERN MARKETING
MANAGEMENT – 4 MORE PS
PEOPLE
PROCESSES
PROGRAMS
PERFORMANCE

8 KEY TASKS
• DEVELOPING MARKET STRATEGIES

AND PLANS
• CAPTURING MARKETING INSIGHTS
• CONNECTING WITH CUSTOMERS
• BUILDING STRONG BRANDS

8 KEY TASKS
• CREATING VALUE
• DELIVERING VALUE
• COMMUNICATING VALUE
• CREATING SUCCESSFUL LONG-TERM

GROWTH

E-Marketing
Key concepts
FIGURE 6.2
MASLOW’S HIERARCHY OF
NEEDS

Why study MBA, PHD
Tự
hoàn
thiện
Được nhận
biết
Hoà nhập xã
hội
An
toàn
Nhu cầu vật chất cơ

bản
READ CAREFULLY! THINK
TWICE
• Peter Drucker: it is more important to “do the
right thing”—to be effective—than “to do
things right”—to be efficient
• The most successful companies, however,

excel at both

Marketing environment
Môi trường Kên Môi trường
kinh tế - h
nhân khẩu học kỹ thuật –
h
tự nhiên
tí c
Lậ ạc tin
ho rke
p h g
g
m
ân Sản phẩm
tin
kế
a
Ph
ke
ar Khách
m
Nhà Công
Phân hàng Giá
cung chúng
mục
cấp
phối tiêu
Ki
Khuếch
ểm
h i ực
trương
ện
Th
so
át
Môi trường Môi trường

Đối
chính trị - thủ xã hội –
luật pháp văn hoá
E-marketing sample: Dell
What can we see
ATTRACTING AND RETAINING
CUSTOMERS
WHAT IS MORE IMPORTANT !
• Retention dynamics/marketing funnel

CUSTOMERS

CUSTOMERS

CUSTOMERS

CUSTOMERS

STP – Steps
FIGURE 6.5
SETS INVOLVED IN DECISION
MAKING

What car you buy
1. Innova
2. Fortuner
3. Lexus
4. Camry
5. Merceides
6. Audi/ Volkswagen
7. Range Rover / Land Rover
8. BMW
15.11 Positioning Map for Automobiles
Luxuriou
s
•Mercedes •Lexus
• Cadilla
c
Traditional
•Buick •Porsche
•BMW
• Oldsmobil • Pontia
Sport
e c
y
•Ford •Chevrolet
•Mercury
•Nissan
•Dodge
• Toyota
•Plymouth •Saturn
Functiona
l
Product Life Cycle gets
shorter and shorter
1. iPhone 🡪 1 year
2. Shoes 🡪 ? month
3. Jacket 🡪 ? month
4. House 🡪 ? year
5. Car 🡪 ? year
6. Movie 🡪 3 weeks
7. MBA 🡪 3 year
Globalization, more products, less PLC

Product Life Cycle
Revenue and Profit in each stage of life cycle
DS & LN ($)
Doanh sè
Lîi nhuËn
Thêi gian
Ph¸t triÓn Giíi thiÖu T¨ng trëng B·o hoµ Suy tho¸i
SPM
Thua lç/ §Çu t($)

E-Marketing
Internet
Web
Google
Facebook
Email
SMS
News letter
Data mining
How can emarketing helps companies?

STAGES IN THE BUYING
PROCESS

E-PROCUREMENT
• Vertical hubs
• Functional hubs
• Direct extranet links
to major suppliers
• Buying alliances
• Company buying
sites

Discussion
• What most businesses need
to advertise products and
services?
MONITORING COMPETITION
• Variables in assessing
potential competitors
– Share of market
– Share of mind
– Share of heart

E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
Step 3. How to promote Websites?
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
E-Marketing
Key concepts
Bước 4. Visitors 🡪 Customers
Easy to learn but not easy to be master
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Slide 4-81
E-Marketing
Key concepts
Bước 4. Visitors 🡪 Customers
E-Marketing
Key concepts
E-Marketing
Key concepts
Step 5. Evaluation
www.alexa.com
E-Marketing
Key concepts
Evaluate the website
List 7 criteria to evaluate a website?
E-Marketing
Key concepts
What is the 1st function of a website
E-Marketing
Key concepts
Step 7. Value for customers
Value
Pull
Not Push
Returning
Get More customers
E-Marketing
Key concepts
Step 7. Use good technology
E-Marketing
Key concepts
Buy vs make
E-Marketing
Key concepts
Step 8. Quality
Quality vs Quantity
- Purchase vs Visit
- What makes customers return
- Give new vs Build community
- Not mass media, website is customization
- Value added
E-Marketing
Key concepts
Step 9. Communication
E-Marketing
Key concepts
Step 10. Measure – Change - Measure
FORCES FIGHTING NEW
IDEAS

STAGES IN THE ADOPTION
PROCESS
Awareness
Interest
Evaluation
Trial
Adoption

FACTORS INFLUENCING THE
ADOPTION PROCESS
• Readiness to try new products and personal
influence

COMMON COMMUNICATION
PLATFORMS

ONLINE MARKETING
• Categories of online
marketing communications
– Web sites
– Search ads
– Display ads
– e-mail

WHAT MEDIA TO SELECT?
MAJOR MEDIA TIME SPENT PER
DAY

ONLINE MARKETING
• Web sites
– Ease of use
– Physical attractiveness
– Microsites
• Search ads
– Paid search or pay-
per-click ads
– Search engine
optimization (SEO)
SEVEN KEY DESIGN
ELEMENTS OF A WEB SITE
Commerce Content
Connection Community
Communication Customization

MAXIMIZE THE MARKETING
VALUE OF E-MAILS
✔ Give the customer a reason to respond

✔ Personalize the content of your e-mails
✔ Offer something instead of direct mail
✔ Make it easy to opt and unsubscribe
✔ Combine e-mail and social media

SOCIAL MEDIA
• Means for consumers to share text, images, audio,
and video information with each other and with
companies, and vice versa
Online
communities/forums
Blogs
Social networks
WORD OF MOUTH
• Face-to-face and phone
• Online
– Viral marketing (“word of mouse”)

CREATING
WORD-OF-MOUTH BUZZ
✔ Identify and devote effort to influentials

✔ Supply key people with product samples
✔ Work through community influentials
✔ Develop WOM referral channels
✔ Provide compelling info to pass along

MOBILE MARKETING
Is uniquely tied to one user
Is virtually always “on”
Allows for immediate consumption
Is highly interactive

MOBILE MARKETING
• Being concise is critical
✔ Copy should be only 50% of screen

✔ Brands should limit ads to phrase pair
✔ Put brand logo in corner of ad frame
✔ Use only one or two bright colors
✔ Calls to action should be in a bright color

DIRECT MARKETING
Direct mail
Catalog
marketing
Telemarketing
Other direct-response marketing

CUSTOMER DATABASES
(NEVER LATE)
Customer database Business database
•Transactions •Past purchases
•Registration information •Past volumes, prices, and profits
•Telephone queries •Buyer teams’ names
•Cookies •Contract status
•Every customer contact •Supplier’s share of customer’s
•Past purchases business
•Demographics •Competitive suppliers
•Psychographics •Competitive strengths and
•Mediagraphics weaknesses

How to apply Emarketing
Google to find concepts of

Emarketing from:
P.Kotler
2 more author.
Lessons from Amazon.com #1
What the founder of Amazon.com. Jeff Bezos says
about his company marketing point of views:
It’s not technology, it’s customer company!

Top 5 e-marketing tools
Find top 5 emarketing tools

Email
FAX
SMS
Viber
Facebook
Blog
Forum
Youtube
Wiki
Twitter
Gmaps
Từ 2010, 2015 🡪 nay, có các công cụ mới nào

Key of marketing, emarketing
Positioning, how to apply
High quality - Sony
Low price - Toyota - Good Price
Safest – Volvo
Best services - Singapore Airlines
Luxury - Mercedes, Lexus, Omega, Rolex
Fashion – Swatch
Durability – Electrolux
Amazon.com
Dell.com
Google
Lessons from failtures
Failures
- Late revenue
- Low customer service
- Large cost for building brand
- Lack of budget, investment
- Bad website
Practice - Online Shop
https://pages.lazada.vn/wow/i/vn/sell-on-lazada/
register_now/
https://www.sapo.vn/blog/mo-gian-hang-tren-lazada
https://suno.vn/blog/huong-dan-cach-dang-ky-ban-hang-tren-
lazada/
https://www.sapo.vn/blog/mo-gian-hang-tren-lazada
https://daotaodigitalmarketing.vn/huong-dan-tao-shop-tren-la
zada/
https://mgg.vn/huong-dan-cach-dang-ky-ban-hang-tren-lazad
a-cho-nguoi-moi-chi-tiet-nhat/
https://shopby.vn/ban-hang-tren-lazada/
https://fptshop.com.vn/tin-tuc/thu-thuat/cach-ban-hang-tren-
lazada-bang-dien-thoai-138268
https://www.way.com.vn/huong-dan-cach-mo-gian-hang-va-b
an-hang-tren-lazada.html
https://nhanh.vn/mo-shop-ban-hang-tren-lazada-chi-voi-3-bu
oc-don-gian-n78067.html
https://suno.vn/blog/huong-dan-cach-dang-ky-tai-khoan-ban-
hang-tren-ebay/
https://phongduy.com/cach-ban-hang-tren-ebay/
https://www.wikihow.vn/B%C3%A1n-h%C3%A0ng-tr
%C3%AAn-eBay
https://thaihoanghd.com/lap-tai-khoan-ban-hang-tren-ebay-st
ep-by-step/
https://tpos.vn/blog/huong-dan-ban-hang-tren-ebay-t120459.
html
https://unica.vn/blog/4-buoc-khoi-dong-ban-hang-tren-ebay
https://thanhthinhbui.com/ban-hang-tren-ebay/
https://wiki.tino.org/cach-dang-ky-tai-khoan-ban-hang-tren-
ebay/
https://sell.amazon.vn/begin-to-sell?ld=SEVNSOAVNSEMAM
ZVN_04_ETA-02_g_b%C3%A1n%20h%C3%A0ng%20tr%C
3%AAn%20amazon_b
https://blog.onshop.asia/kinh-doanh-online/cach-tao-gian-han
g-tren-amazon/
https://suno.vn/blog/huong-dan-chi-tiet-cach-ban-hang-tren-a
mazon/
https://sell.amazon.vn/begin-to-sell
https://thaihoanghd.com/huong-dan-lap-tai-khoan-ban-hang-
tren-amazon/
https://salekit.vn/blog/tu-a-z-cach-ban-hang-tren-amazon-cho
-nguoi-moi-bat-dau.html
https://onbrandcorp.com/vi/huong-dan-cach-dang-ky-tai-khoa
n-amazon/
https://zerovn.net/dang-ky-ban-hang-tren-amazon/
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CIO and EMARKETING

Lecturer: Associate Prof. Dr. Nguyen Van Thoan

M: 0904.250.991 E: nvthoan@ftu.edu.vn Web: http://web.ftu.edu.vn/thoan

Hanoi, 2009- 2016 - 2021 - 2022

● Production Marketing is the process

PROVIDING THE VALUE

COMMUNICATING THE VALUE

Copyright © 2016 Pearson Education, Inc. 2-4

• WANTS: SPECIFIC OBJECTS THAT

• DEMANDS: WANTS FOR SPECIFIC

Copyright © 2016 Pearson Education, Inc. 1-24

Copyright © 2016 Pearson Education, Inc. 1-25

Copyright © 2016 Pearson Education, Inc. 1-26

• DEVELOPING MARKET STRATEGIES

• CAPTURING MARKETING INSIGHTS

• CONNECTING WITH CUSTOMERS

• BUILDING STRONG BRANDS

Copyright © 2016 Pearson Education, Inc. 1-27

• CREATING SUCCESSFUL LONG-TERM

Copyright © 2016 Pearson Education, Inc. 1-28

Copyright © 2016 Pearson Education, Inc. 6-30

Nhu cầu vật chất cơ

• The most successful companies, however,

Copyright © 2016 Pearson Education, Inc. 2-32

Môi trường Môi trường

Copyright © 2016 Pearson Education, Inc. 5-35

Copyright © 2016 Pearson Education, Inc. 5-36

Copyright © 2016 Pearson Education, Inc. 5-37

Copyright © 2016 Pearson Education, Inc. 5-38

Copyright © 2016 Pearson Education, Inc. 5-39

Copyright © 2016 Pearson Education, Inc. 6-41

Globalization, more products, less PLC

Thua lç/ §Çu t­($)

How can emarketing helps companies?

Copyright © 2016 Pearson Education, Inc. 7-47

Copyright © 2016 Pearson Education, Inc. 7-48

Copyright © 2016 Pearson Education, Inc. 10-50

Copyright © 2016 Pearson Education, Inc. 15-93

Copyright © 2016 Pearson Education, Inc. 15-94

Copyright © 2016 Pearson Education, Inc. 15-95

Copyright © 2016 Pearson Education, Inc. 18-96

Copyright © 2016 Pearson Education, Inc. 21-97

Copyright © 2016 Pearson Education, Inc. 21-98

Copyright © 2016 Pearson Education, Inc. 21-100

✔ Give the customer a reason to respond

Copyright © 2016 Pearson Education, Inc. 21-101

Copyright © 2016 Pearson Education, Inc. 21-103

✔ Identify and devote effort to influentials

Copyright © 2016 Pearson Education, Inc. 21-104

Is uniquely tied to one user

Is virtually always “on”

Allows for immediate consumption

Copyright © 2016 Pearson Education, Inc. 21-105

✔ Copy should be only 50% of screen

Copyright © 2016 Pearson Education, Inc. 21-106

Other direct-response marketing

Copyright © 2016 Pearson Education, Inc. 22-107

Copyright © 2016 Pearson Education, Inc. 22-108

Google to find concepts of

It’s not technology, it’s customer company!

Find top 5 emarketing tools

Từ 2010, 2015 🡪 nay, có các công cụ mới nào

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Thua lç/ §Çu t($)