(TIỂU LUẬN) ENGLISH FOR BUSINESS 1 (2021 2022) FINAL ASSIGNMENT individual work

HANOI METROPOLITAN UNIVERSITY FACULTY OF FOREIGN LANGUAGES Student’s name : Nguyen Thi Nhat Linh Student’s code : 219601126 Course instructor : Nguyen Thi Huyen Chau (M.A) Class : 30ENG041_NNAD2019_3 ENGLISH FOR BUSINESS (2021-2022) FINAL ASSIGNMENT Individual Work Hanoi, 22nd May 2022 HANOI METROPOLITAN UNIVERSITY FACULTY OF FOREIGN LANGUAGES Student’s name : Nguyen Thi Nhat Linh Student’s code : 219601126 Course instructor : Nguyen Thi Huyen Chau (M.A) Class : 30ENG041_NNAD2019_3 ENGLISH FOR BUSINESS (2021-2022) FINAL ASSIGNMENT Individual Work Hanoi, 22nd May 2022 Page | TABLE OF CONTENTS What is Product? What is Service? What are the similarities and differences between products and services? .4 3.1 Similarities 3.2 Differences Apple - One of the most influential and recognisable brands in the world, responsible for the rise of the smartphone with the iPhone 4.1 The aspects that involve the services in Apple 4.1.1 Experience Services 4.1.2 Customer Service 4.2 The service quality 10 REFERENCES 13 Page | What is Product? A product is a manufactured or manufactured thing or object, a material that is produced naturally or industrially through a process, for personal consumption or convenience The word product is derived from the Latin word "productus" and has different meanings depending on the region in which it is used Products are all objects or artifacts, produced in industries, companies according to a production line or by human craft However, products can be differentiated according to the life cycle they have, that is, usefulness Some products have a long shelf life, such as computers, books, or vehicles, but there are also products that are shipped quickly, such as food, personal use products, medicines, among others other products However, it should be noted that the long or short durability of a product varies depending on its quality In other words, products made with high-quality raw or secondary materials are better and more durable than products made from low-quality or resistant materials or resources What is Service? Services are economic products including work in the form of physical labor, management, knowledge, organizational ability and professional skills to serve the needs of production, business or daily life consumption by individuals and organizations Here are some comments about the concept as well as the definition in different authors and books as follows: Wikipedia dictionary: The definition of services in economics is understood as things that are similar to goods but are not physical : travel services, fashion, health care and bring profit - According to Philip Kotler, “a service is any activity or benefit that one entity can provide to another In which the object provided must be intangible and does not lead to any ownership of an object The production of a service may or may not be tied to a physical product.” - In economics, Services are understood as things that are similar to goods but are immaterial There are products that are more about tangible products and those that are more about service products, but most of them are products in the middle of goods and services (source cited wikipedia.org) - According to the provisions of Clause 3, Article of the Price Law 2012, services are intangible goods, which in the process of production and consumption are inseparable, including services in the system of product industries Vietnamese products according to the provisions of law What are the similarities and differences between products and services? - Page | 3.1 Similarities Firstly, in a broad sense, products and services are a third economic sector belonging to the national economy It includes many economic activities outside of the two main sectors that are agriculture and industry Second, in a narrow sense, products and services are useful human activities to bring about products that not exist in physical form and not lead to ownership or transfer of ownership However, it is still possible to fully and quickly meet the needs of production and life in society 3.2 Differences The basic differences between products and services are mentioned below: Products are physical goods that customers are willing to buy at a price Services are amenities, benefits or facilities provided by others - Products are tangible items i.e can be seen or touched while services are intangible items When the buyer purchases the products by review, the ownership of the products passes from the seller to the buyer In contrast, service ownership is non-transferable Evaluating services is difficult because each service provider has a different approach to service, so it is difficult to judge which service is better than another Products can be returned or exchanged to the seller, but cannot be returned or exchanged for services, once they are provided Products can be distinguished from the seller On the other hand, services and service providers are inseparable A particular product will remain the same in terms of physical characteristics and specifications, but the services can never stay the same Products can be stored for future use, but services are time bound, i.e if not available within a certain time, it cannot be stored First, products are produced, then they are traded and finally consumed, while services are produced and consumed at the same time Thus, in contrast to products, the most striking feature of services is their indefinability or intangibility, even though the outcome of some services may lie in the product For example, such as legal opinion (on paper) or in computer software (disks) There is no need to define services abstractly, it is more practical to define economic activities with major intangible outputs Along with this indeterminacy, services are subject to a different trade policy approach than goods Trade in products is mainly subject to tariff barriers and quantitative restrictions in force at the border Services, on the other hand, are subject to a multitude of regulations at the national and local levels, which indirectly affect trade Many of these regulations are discriminatory to protect legitimate interests such as health care, public security, public policy or prudential regulation (financial services) However, there are cases where there are only Non-Tariff Barriers (NTBs) against foreign competition There are also measures (such as non-discrimination) applied as public Page | service requirements to protect economic sectors (such as telecommunications) and to prevent them from being competitive Services may be provided indirectly (“trade” or cross-border services) or may be face-to-face (“set up headquarters” or locally present services) Apple - One of the most influential and recognisable brands in the world, responsible for the rise of the smartphone with the iPhone Apple Inc designs, manufactures and markets smartphones, personal computers, tablets, wearables and accessories, and sells a variety of related services The Company’s products include iPhone, Mac, iPad, and Wearables, Home and Accessories Apple uses its own brand to compete in a number of fiercely competitive markets The Apple brand has evolved as the company expands its range of products and services With the introduction of the desktop computer in the late 1970s and then the laptop computer in the 1990s, it took 20 years for the company to expand into its first productfocused area the introduction of the iPod in 2001 Then came the iPhone in 2007, the iPad in 2010, followed by Apple Pay and the Apple Watch in 2014 What makes Apple so successful? 4.1 The aspects that involve the services in Apple 4.1.1 Experience Services As the development of the world, the demand of people is increasing, technological devices are not only used as communications such as calling and texting anymore, but manufacturers have also improved and provided entertainment services such as gaming, surfing the web like Facebook, Instagram And the Apple is a clear testament to the fact that they are not just a phone, as evidenced by the huge amount of content and services App Store Apple opened up its App Store (distributing applications for iPhone) in July 2008 It was estimated that Apple sold approximately $1 million in applications each day during its first month of operations The Apple App Store has also been recognized by analysts as the leading source of mobile apps In a recent ranking, the Apple App Store reached 90% in the time categories brought to market, attracting developers, adopting/deploying devices, user interfaces/experiences, the number/variety, and the appeal of apps This can be compared to other mobile markets that only reach between 30% and 70% The success of the App Store is clearly part of the success of the iPhone The App Store, now in 175 countries and regions, is the world’s safest and most vibrant app marketplace, with over half a billion people visiting each week It is the best place for users to discover new apps and allows developers of all sizes to distribute their apps to customers around the world The App Store features many ways for developers to build their businesses, and since it launched in 2008, developers have been creating innovative apps that influence culture and change lives Page | Apple Arcade Apple Arcade is a groundbreaking game subscription service within the App Store, offering users unlimited access to the entire catalog of more than 100 exclusive games, all playable across iPhone, iPad, iPod touch, Mac, and Apple TV Apple Arcade is adding new games and expansions every month from some of the world’s most visionary game developers Apple Music Apple Music is the most complete music experience, now available in 167 countries and regions and offering over 60 million songs With world-class music experts and tastemakers curating thousands of playlists and daily selections, and the renowned global radio station Beats 1, Apple Music is the best music service for iPhone, iPad, Apple Watch, Apple TV, Mac, HomePod, and CarPlay, and is also available on Android and other devices New Apple Music subscribers in the 52 additional countries can enjoy a six-month free trial of the service, with locally curated playlists including Africa Now, Afrobeats Hits, Ghana Bounce, and more In addition, users have access to world-class music experts, tastemakers, and artist-led programs from globally celebrated creators including Virgil Abloh, Billie Eilish, Elton John, Pharrell, and more Apple Podcasts Apple Podcasts is the best place to browse and listen to the world’s largest catalog of podcasts, now featuring over million shows in more than 100 languages and 175 countries and regions iCloud iCloud is an essential service that keeps users’ personal content safe, up to date, and available across all their Apple devices, allowing them to store a lifetime of photos, keep important documents at their fingertips, and share and collaborate with ease iCloud backs up iPhone, iPad, and iPod touch automatically and includes Find My to help locate and secure missing devices With Family Sharing, up to six family members can share access to Apple Services, including Apple TV+, Apple Arcade, Apple Music, iCloud storage, as well as individual music, movie, TV, book, and app purchases Available in 175 countries and regions, iCloud comes with 5GB of free storage and offers affordable 50GB, 200GB, and 2TB plans In addition, Apple has also begun to expand and add services such as Health Tracking, Apple Pay – when the demand for electronic payments is high (especially during the COVID 19 epidemic) 4.1.2 Customer Service 4.1.2.1 Focus on optimizing the customers' buying environment The transition from third-party sellers to running its own stores gave Apple more control over its customer service It controlled all aspects of the customer experience from the Page | layout of the store to how employees interacted with customers You can see how much thought went into the first Apple store when you consider its design The first store was broken down into three distinct sections: The entrance of the store showcased the Apple product line, broken down by target demographic The center of the store was devoted to examples of how a person might use an Apple product This part of the store was broken down thematically with sections for music, movies, photos, and kids The back of the store hosted the "Genius Bar." This is where customers could get products repaired and resolve customer service issues This setup ensures customers not only learn about products but also try them in the store After purchases, Apple makes it as easy as possible for customers to get their problems resolved by offering support within its store This focus on controlling the customer experience at the point of contact has played a pivotal part in creating Apple's legion of fans And, given how many people at the time expected the stores to fail, this model proved to be surprisingly profitable At $5,546, Apple stores have the highest sales per square foot in the US retail market 4.1.2.2 Picking the Right Apples The staff at Apple retail stores are all screened and trained with a great deal of scrutiny before they make it out onto the sales floor to interact with customers The biggest determining factor for being hired though is how much of an Apple evangelist they are and how well they fit into the team Jay Elliot, author of two books about Apple, describes getting in as follows, "you've got to be totally wedded to the culture (at Apple) You've got to love the product and what it is They love the product." But just how hard is it to get a job at an Apple retail store? Former SVP of Retail Ron Johnson was once quoted as saying that it's tougher to be hired at Apple than being accepted by Stanford University They also have one of the lowest employee turn-over rates according the insiders With that, here's a list of questions to help you reflect on your current hiring process: Do your sales staff evangelize your products? Do they love and care about your brand? How picky are you when it comes to finding the right "type" of fit for your brand? What's your employee turn-over rate? 4.1.2.3 Selling the A.P.P.L.E Way Page | What does A.P.P.L.E really stand for when it comes to training staff how to sell? It actually means: A - Approach customers with a personalized, warm welcome P - Probe politely to understand all the customer's needs P - Present a solution for the customer to take home today L - Listen for and resolve any issues or concerns E - End with a fond farewell and an invitation to return Here's how this might play out in real life: You: Strolling by, you decide to take a peak into the wondrous and magical Apple store at the mall or out on the street Apple Staff: Hey, how's it going? (warm, disarming smile) (A) You: Good, I'm just thinking of getting an iPad Just not sure which one's right for me Apple Staff: I see, what you plan on doing with that iPad? (P) You: Mostly for entertainment, watching Netflix, reading, and Facebook Apple Staff: Okay, well, I think you'd really love our 16GB iPad, now you have a preference for size or color? (P) You: Well, I'd like to be able to put into my purse and not feel weighed down So I guess the iPad Mini would be best, maybe white, but I don't want to get it dirty I'm just not sure Apple Staff: Absolutely, completely understand, I actually have a black iPad mini and it's super lightweight which I carry around to read on the subway ride to work I picked the black one because, I found it easier to read on (L) You: Okay, well I guess I'll take the 16GB black iPad mini then Apple Staff: Great, I'll just grab it from the back and we'll get you checked out (E) Now you don't have to follow the A.P.P.L.E acronym letter-for-letter, in fact, tons of companies come up with their own acronyms describing their sales approach that best fit their brand and company The whole point of creating one though is that it's easy to recall and gives your staff a clear line of action to follow and fall back on as they encounter multiple types of customers, creating a consistent and branded experience 4.1.2.4 The Three F’s of Empathy Anybody who's ever worked in retail will testify that not all customers are created equal Some are a genuine pleasure to serve, others, not so much So, how does Apple instruct its staff to handle "difficult" customers? Page | It's a word repeated over and over again in their training manual and it happens to be "empathy." The manual clarifies that they don't mean "sympathy," which is the ability to feel sorry for someone, but encourages, nay, demands that their staff put themselves in the customer's shoes and be empathetic towards them So anytime a customer comes in angry about their phone screen shattering, disappointed that the gadgets are too expensive, or frustrated with the latest OS upgrade and having lost their photos, Apple staff are taught to employ the "Three F's," which are: Feel Felt Found Here's an example of the Three F's in action via Gizmodo: Customer: This Mac is just too expensive Apple Staff: I can see how you'd feel this way I felt the price was a little high, but I found it's a real value because of all the built-in software and capabilities Not only does this method disarm customers and open them up to consider making the purchase but it makes them curious about how the person they're talking to also felt the price was too high but found it was worth it 4.2 The service quality You can buy dozens of computer brands running Microsoft software, and nearly 1,300 phone brands using Google's Android operating system But Apple's proprietary system macOS, iOS, iPadOS, and watchOS - is only available on Apple devices They claim that this makes their devices easier to use, as well as optimizing data security and safety It's one of the main attractions that people can shell out a thousand dollars for a brand-new iPhone The following statistics will prove the quality of service that Apple brings to customers:  Apple generated $365 billion revenue in 2021, 52% came from iPhone sales  Apple Services was the second largest division, responsible for 18% of revenue  230 million iPhones, 71 million iPads and 20 million Mac and MacBook units were sold in 2020  Apple’s home and wearables division grew 25% in 2021  It sold 110 million AirPods and 43 million Apple Watches in 2020  Apple Music has 72 million subscribers, Apple TV+ has over 40 million Apple services revenue In comparison to iPhone, iPad and Mac, Apple’s services revenue has increased year-onyear Some analysts see it as the most important segment of the company, potentially reaching $50 billion in profit by 2025 Page | 10 Apple services quarterly revenue ($bn) Year 2013 2014 2015 2016 2017 2018 2019 2020 2021 Page | 11 Subscribers to Apple services (total) Apple has saw the number of subscribers to its services increase dramatically over the past six years This stat includes subscriptions to iCloud, Apple Music, Apple TV+, Apple Arcade, Apple News+, Apple Fitness+ Year 2015 2016 2017 2018 2019 2020 2021 Source: Apple Apple Pay active users Even though Apple Pay comes pre-installed on all iPhones, users can still choose to not set up the contactless payment solution About half of all iPhone users actively use Apple Pay, according to Loup Ventures Year 2017 2018 2019 2020 Page | 12 Source: Loup Ventures As you can see, Apple’s customer satisfaction and loyalty have been growing steadily over the years, reflecting the way consumers view the brand Based on the above parameters, the services that Apple brings to customers still have positive signs There is no need to change the way Apple takes care of its customers REFERENCES (2022) Ý NGHĨA SẢN PHẨM (NĨ LÀ GÌ, KHÁI NIỆM VÀ ĐỊNH NGHĨA) - BIỂU THỨC 2022 Encyclopedia Titanica https://vie.encyclopedia-titanica.com/significado-de-producto Apple Statistics (2022) (2022) Business of Apps https://www.businessofapps.com/data/apple-statistics/ The Apple Store Guide to Insanely Great Customer Service (2016) Shopify https://www.shopify.com/retail/119535811-the-apple-store-guide-to-insanely-greatcustomer-service Chiến lược xây dựng thương hiệu Apple (2018) Saga VN https://www.saga.vn/chien-luoc-xay-dung-thuong-hieu-cua-apple%7E43199 Gallo, C (2015) How The Apple Store Creates Irresistible Customer Experiences Forbes https://www.forbes.com/sites/carminegallo/2015/04/10/how-the-apple-storecreates-irresistible-customer-experiences/?sh=388261c917a8 Sự khác biệt sản phẩm dịch vụ (2021) Strephonsays https://vi.strephonsays.com/product-and-vs-service-14362 Sự khác biệt sản phẩm dịch vụ (Kinh doanh) (2021) Sawakinome https://vi.sawakinome.com/articles/business/difference-between-product-andservice-2.html Tú M (2021) Sản phẩm/dịch vụ gì? Phân loại sản phẩm/dịch vụ Hoc Marketing https://hocmarketing.org/marketing-can-ban/phan-loai-san-pham-dich-vu Page | 13 ... OF FOREIGN LANGUAGES Student’s name : Nguyen Thi Nhat Linh Student’s code : 219 6 011 26 Course instructor : Nguyen Thi Huyen Chau (M.A) Class : 30ENG0 41_ NNAD2 019 _3 ENGLISH FOR BUSINESS (20 21- 2022). .. reaching $50 billion in profit by 2025 Page | 10 Apple services quarterly revenue ($bn) Year 2 013 2 014 2 015 2 016 2 017 2 018 2 019 2020 20 21 Page | 11 Subscribers to Apple services (total) Apple... (2022) Business of Apps https://www.businessofapps.com/data/apple-statistics/ The Apple Store Guide to Insanely Great Customer Service (2 016 ) Shopify https://www.shopify.com/retail /11 9535 811 -the-apple-store-guide-to-insanely-greatcustomer-service