MARKETING Part2 HUFI EXAM

MARKETING Part2 HUFI EXAM tài liệu, giáo án, bài giảng , luận văn, luận án, đồ án, bài tập lớn về tất cả các lĩnh vực ki...

socialmediat oday.com http://socialmediatoday.com/isra-garcia/1091871/15-clues-and-examples-do-some-storytelling-video- marketing?utm_source=feedburner&utm_medium=email&utm_campaign=Social+Media+Today+(all+posts) 15 Clues and Examples to Do Some Storytelling with Video Marketing New marketing involves stories. That is why it is so important to tell a story with a human side that resonat es with people. If we add the potential of video marketing to this, the combinat ion can lead to powerful storytelling through video. How to Create Storytelling Through Video Marketing Below are 15 clues to do some storytelling through video marketing. My approach you already know: always remain human. 1. The video must be short, no more than 1:59 min. Short but intense. However, although some longer videos can also work, I don’t recommend they exceed 3:30 min. 2. I would advise that it includes short sequences explaining the “before” and at the end, the “after”. Short , direct sequences. 3. Use effects you can create like underwater scenes or lots of people running… 4. It is important that at some point in the video the music is turned off so that you can appreciate the voice of the people taking part in the video, an unexpected phrase, a scream, a song, etc. 5. One of the video’s main object ives is to pull at the audience’s heart strings. There are certain scenes like reunions, someone falling, hugs or hard work that help us reach our audience more directly. Similarly with tragic event s or stories. 6. Try not to mix the different st ages of the video, place them in chronological order in order to different iate them. 7. Don’t include any fillers! There’s only room for something amazing, remember you only have 1:30 min to tell a fascinating story. 8. Don’t focus the story on yourself. Speaking of others makes the story bet ter. 9. Music is one of the key elements. It is as important as the story you create or t he quality of the video. The music should reach the audience as much as t he image, or even more. If the music doesn’t make your hairs stand on end, why should it have that effect on the audience? Epic, solemn, fun music… there are so many styles. The aim is to convey an inspiring and amazing story. 10. The start of the video can explain that everything is impossible but, as the story unfolds, it should explain that if you can, then it’s possible. 11. Be careful with effect s, f lash lights or ot her lights that can create lines on the video images. 12. I always speak of the moments of truth: special moments that set the video apart. It can be a gesture, a phrase, a hug, a kiss, a silence. Whatever it is, it must be human. 13. Sometimes, you might need titles or captions t o tell your story; or perhaps not. I recommend you leave this till the end. First see a rough cut and then analyse whether they’re necessary or not. 14. The challenge of a good story should be to connect with people and to convey emotions. The context you use may vary; for instance: anything is possible, you can really make something happen. 15. A story can be told in many different ways. However, you’ll only make a connection by making it human. Examples of Storytelling in Video Marketing Here, here, here, here, here and here [Spanish video] are some videos that may serve as example. Some are our own creation; others, we’ve found. Connect: Authored by: Isra Garcia Advisor, Speaker and Educator as a professional, and Disruptive, Doer and Tryer as a person. He works as a New Media and Online Marketing Advisor all over t he world, Human Media Evangelist and worldwide Prof essional MARKETING CĂN BẢN HUFI EXAM TRẮC NGHIỆM MARKETING CĂN BẢN Part MỤC LỤC CHƢƠNG 1: BẢN CHẤT CỦA MARKETING I CÂU HỎI LỰA CHỌN: CHỌN PHƢƠNG ÁN TRẢ LỜI ĐÚNG NHẤT II CÁC CÂU SAU LÀ ĐÚNG HAY SAI? CHƢƠNG 2: HỆ THỐNG THÔNG TIN VÀ NGHIÊN CỨU MARKETING I CÂU HỎI LỰA CHỌN: CHỌN PHƢƠNG ÁN TRẢ LỜI ĐÚNG NHẤT II CÁC CÂU HỎI SAU ĐÂY ĐÚNG HAY SAI? CHƢƠNG 3: MÔI TRƢỜNG MARKETING I CÂU HỎI LỰA CHỌN: CHỌN PHƢƠNG ÁN TRẢ LỜI ĐÚNG NHẤT II CÁC CÂU SAU ĐÂY ĐÚNG HAY SAI? 11 CHƢƠNG 4: HÀNH VI MUA CỦA KHÁCH HÀNG 12 I CÂU HỎI LỰA CHỌN: CHỌN PHƢƠNG ÁN TRẢ LỜI ĐÚNG NHẤT 12 II CÁC CÂU SAU ĐÂY ĐÚNG HAY SAI? 15 CHƢƠNG 5: PHÂN ĐOẠN THỊ TRƢỜNG - LỰA CHỌN THỊ TRƢỜNG MỤC TIÊU - ĐỊNH VỊ THỊ TRƢỜNG 16 facebook.com/hufiexam I CÂU HỎI LỰA CHỌN: CHỌN PHƢƠNG ÁN TRẢ LỜI ĐÚNG NHẤT: 16 II CÁC CÂU SAU ĐÂY ĐÚNG HAY SAI? 19 CHƢƠNG 6: CÁC QUYẾT ĐỊNH VỀ SẢN PHẨM 20 I CÂU HỎI LỰA CHỌN: CHỌN PHƢƠNG ÁN TRẢ LỜI ĐÚNG NHẤT 20 II CÁC CÂU SAU ĐÂY ĐÚNG HAY SAI: 23 CHƢƠNG 7: CÁC QUYẾT ĐỊNH VỀ GIÁ BÁN 23 I CÂU HỎI LỰA CHỌN: CHỌN PHƢƠNG ÁN TRẢ LỜI ĐÚNG NHẤT: 23 II CÁC CÂU HỎI ĐÂY ĐÚNG HAY SAI? .26 CHƢƠNG 8: CÁC QUYẾT ĐỊNH VỀ PHÂN PHỐI 27 I CÂU HỎI LỰA CHỌN: CHỌN PHƢƠNG ÁN TRẢ LỜI ĐÚNG NHẤT: 27 II CÁC CÂU HỎI SAU ĐÂY ĐÚNG HAY SAI? 30 CHƢƠNG 9: CÁC QUYẾT ĐỊNH VỀ XÚC TIẾN HỐN HỢP 30 I CÂU HỎI LỰA CHỌN: CHỌN PHƢƠNG ÁN TRẢ LỜI ĐÚNG NHẤT: 30 II CÁC CÂU HỎI SAU ĐÂY ĐÚNG HAY SAI? 33 MARKETING CĂN BẢN HUFI EXAM Chƣơng 1: BẢN CHẤT CỦA MARKETING I Câu hỏi lựa chọn: Chọn phƣơng án trả lời Trong tình marketing cụ thể marketing cơng việc của: a Ngƣời bán b Ngƣời mua c Đồng thời ngƣời bán ngƣời mua d Bên tích cực việc tìm cách trao đổi với bên Bạn chọn hình thức giải trí cho ngày nghỉ cuối tuần tới Sự lựa chọn đƣợc định bởi: a Sự ƣa thích cá nhân bạn b Giá tiền loại hình giải trí c Giá trị loại hình giải trí d Tất điều nêu facebook.com/hufiexam Quan điểm marketing định hƣớng sản xuất cho ngƣời tiêu dùng ƣa thích sản phẩm: a Được bán rộng rãi với giá hạ b Đƣợc sản xuất dây chuyền cơng nghệ cao c Có kiểu dáng độc đáo d Có nhiều tính Có thể nói rằng: a Marketing bán hàng thuật ngữ đồng nghĩa b Marketing bán hàng thuật ngữ khác biệt c Bán hàng bao gồm Marketing d Marketing bao gồm hoạt động bán hàng Mong muốn ngƣời trở thành yêu cầu có: a Nhu cầu b Sản phẩm c Năng lực mua sắm d Ƣớc muốn Sự hài lòng khách hàng sau sử dụng hàng hố tuỳ thuộc vào: a Giá hàng hố cao hay thấp b Kỳ vọng ngƣời tiêu dùng sản phẩm c So sánh giá trị tiêu dùng kì vọng sản phẩm MARKETING CĂN BẢN HUFI EXAM d So sánh giá trị tiêu dùng hoàn thiện sản phẩm Trong điều kiện nêu dƣới đây, điều kiện không thiết phải thoả mãn mà trao đổi tự nguyện diễn ra: a Ít phải có bên b Phải có trao đổi tiền hai bên c Mỗi bên phải khả giao tiếp giao hàng d Mỗi bên đƣợc tự chấp nhận từ chối đề nghị (chào hàng) bên e Mỗi bên tin tƣởng việc giao dịch với bên hợp lý facebook.com/hufiexam Câu nói dƣới thể triết lý kinh doanh theo định hƣớng Marketing? a Chúng ta cố gắng bán cho khách hàng sản phẩm hoàn hảo b Khách hàng cần sản phẩm A, sản xuất bán cho khách hàng sản phẩm A c Chi phí cho nguyên vật liệu đầu vào sản phẩm B cao, cố giảm để bán đƣợc nhiều sản phẩm B với giá rẻ d Doanh số giảm, tập trung nguồn lực để đẩy mạnh bán hàng Theo quan điểm Marketing thị trƣờng doanh nghiệp là: a Tập hợp ngƣời mua ngƣời bán sản phẩm định b Tập hợp ngƣời mua hàng doanh nghiệp c Tập hợp nguời mua thực tế tiềm ẩn d Tập hợp ngƣời mua hàng doanh nghiệp tƣơng lai e Không câu 10 Trong khái niệm dƣới đây, khái niệm triết lý quản trị Marketing đƣợc bàn đến sách? a Sản xuất b Sản phẩm c Dịch vụ d Marketing e Bán hàng MARKETING CĂN BẢN HUFI EXAM 11 Quan điểm ………… cho ngƣời tiêu dùng ƣa thích sản phẩm có chất lƣợng, tính hình thức tốt doanh nghiệp cần tập trung nỗ lực không ngừng để cải tiến sản phẩm a Sản xuất b Sản phẩm c Dịch vụ d Marketing e Bán hàng 12 Quan điểm bán hàng đƣợc vận dụng mạnh mẽ với a Hàng hoá đƣợc sử dụng thƣờng ngày b Hàng hoá đƣợc mua có chọn lựa c Hàng hố mua theo nhu cầu đặc biệt d Hàng hoá mua theo nhu cầu thụ động facebook.com/hufiexam 13 Theo quan điểm Marketing đạo đức xã hội, ngƣời làm Marketing cần phải cân đối khía cạnh xây dựng sách Marketing? a Mục đích doanh nghiệp b Sự thoả mãn ngƣời tiêu dùng c Phúc lợi xã hội d (b) (c) e Tất điều nêu 14 Triết lý quản trị Marketing cho công ty cần phải sản xuất mà ngƣời tiêu dùng mong muốn nhƣ thoả mãn đƣợc ngƣời tiêu dùng thu đƣợc lợi nhuận? a Quan điểm sản xuất b.Quan điểm sản phẩm c Quan điểm bán hàng d Quan điểm Marketing 15 Quản trị Marketing bao gồm cơng việc: (1) Phân tích hội thị trƣờng, (2) Thiết lập chiến lƣợc Marketing, (3) Phân đoạn thị trƣờng lựa chọn thị trƣờng mục tiêu, (4) Hoạch định chƣơng trình Marketing, (5) Tổ chức thực kiểm tra hoạt động Marketing Trình tự trình là: a (1) (2) (3) (4) (5) b (1) (3) (4) (2) (5) c (3) (1) (2) (4) (5) d (1) (3) (2) (4) (5) MARKETING CĂN ... Alumni Example Resumes B.A. Communication B.S. Marketing MBA – Operations MBA - Consulting PDF processed with CutePDF evaluation edition www.CutePDF.com Alum – B.A. Communication First & Last Name Address/Email/Phone Number QUALIFICATIONS  Motivated and goal-oriented team player with direct knowledge of customer service, schedule management, office operations, sales, event planning and marketing principles  A self-starter with strong leadership and multi-tasking skills  Thrives in high-pressure environments that are detail oriented and results driven  Exceptional editing, written and oral communications and organization skills  Provide innovative approaches to problem solving, strategic vision and tactical implementation PROFESSIONAL EXPERIENCE EPICUREAN CATERING – PALAZZO VERDI AND MANGIA BEVI CAFÉ, GREENWOOD VILLAGE, CO General Manager/Director of Food and Beverage April 20xx – August 20xx  Developed relationships with corporations, non-profits and social clients for new event center and restaurant by prospecting leads and surrounding establishments  Closed $200K of business within first 90 days  Prepared client proposals, conducted presentations and daily site tours and executed RFP’s and sales contracts  Implemented internal team plan to update and maintain company-wide shared files, and standard operating procedures  Coordinated event details with clients and executed events, while managing daily operations  Served as liaison to building owner and partner - John Madden Company - and ensured timely distribution of reports  Led and collaborated with team of up to 30 employees based on size and nature of special events CONTINUUM PARTNERS, LLC – BELMAR CENTER, LAKEWOOD, CO Sales Executive June 20xx – April 20xx Director of Business Operations June 20xx – June 20xx  As lead sales executive, consistently exceeded quarterly sales goals by 20% through proactive engagement and persistent follow-up  Annual increase of 60% in client base by targeting 25 client calls and 5 client visits per week  Reviewed and responded to client post-event evaluations; consistently received excellent customer service ratings  Maintained $2.5M annual budget while leading team of 15 employees  Created and managed all advertising and promotions in accordance with development of marketing plan  Tracked and forecasted all sales and commissionable revenues including operational costs  Shared responsibility for all aspects of opening new event facility in 2005, including strategic sales and marketing plan, event coordination and management, and facility maintenance and daily operations  Prepared operational budget and new coding system for event and operational expenses and revenue EXEMPLA SAINT JOSEPH HOSPITAL – DENVER, CO Corporate Communications Specialist August 20xx – June 20xx  Partnered with CEO, senior leadership team, physicians, and nurses, through direct one-on-one meetings  Managed and coordinated numerous special events including, employee and physician related forums, and community events  Developed, wrote and managed a variety of projects, including brochures, folders, posters and other collateral materials for many customers in accordance with Exempla’s strategic plan  Supervised 10 external personnel support and volunteers  Directed activities and collaborated with several cross departmental teams in the grand opening of Exempla’s third medical center in Lafayette, CO, joining two of the most respected hospitals in the state Alum – B.A. Communication First & Last Name PAGE TWO BONFILS BLOOD CENTER – DENVER, CO Event Planner August 20xx – August 20xx Community Outreach Liaison January 20xx – August 20xx 11 Examples of Online Marketing Success From Contests to Website Redesign Success Stories Foreword by David Meerman Scott When I travel the world to deliver speeches and have opportunities to meet people, one consistent theme I encounter is that people love hearing examples of others’ success. People don’t want to hear the “expert opinion.” They want to hear how other marketers or businesses have created something interesting on the Web that brands their organization as one that’s worthy of doing business with. In this eBook I have the honor to showcase some terrific examples of innovative people building successful marketing and PR programs on the Web. You'll learn from people at Fortune 500 companies and at businesses with just a handful of employees. You’ll hear from a musician and a museum. From an ecommerce company and several B2B outfits. As you read the stories of success, remember that you will learn from them even if they come from a very different market, industry or type of organization than your own. Nonprofits can learn from the experiences of corporations. Consultants will gain insight from the success of rock bands. In fact, I'm absolutely convinced that you will learn more by emulating successful ideas from outside your industry than by copying what your nearest competitor is doing. Remember, the best thing about new marketing is that your competitors probably don't know about these techniques yet. David Meerman Scott Site: www.DavidMeermanScott.com Blog: www.WebInkNow.com Twitter: @dmscott Foreword by David Meerman Scott Table of Contents >> How Contests Lead to Golden PR Opportunities 1 Content Offers Resulting in High Conversions 3 Launching Giveaways as Lead Generation Tools 5 Keyword Research for Identifying Industry Trends 7 How to Make Money on Twitter 9 Ranking High in Search Engines through Blogging 11 Real-Time Interaction for Competitive Advantage 13 Marketing on Multiple Channels 15 Increasing Online Visibility with Video 17 Website Redesign Success Story 19 Nurturing a Community of Brand Evangelists 21 How You Can Become the Next Success Story 22 In the summer of 2010, the Museum of Science and Industry in Chicago launched a contest that required a web-savvy individual to live in the museum for 30 days and report observations to the outside world. The Museum offered the contest winner a prize of $10,000, tech gadgets and an honorary lifetime membership to MSI. Before the launch of the contest, the Museum generated some conversation on Twitter (using hashtag #MATM) and inspired bloggers and mainstream media channels to cover this unique experiment: Boing Boing wrote about the contest, and so did MediaBistro, PBS, The Huffington Post, Chicago Now and other mainstream outlets and local blogs. The winner of the contest was Kate McGroarty, a 24-year-old Chicago resident who lived, slept and explored the Museum for 30 days. Her first blog post, published on the Museum‟s site on October 20th, 2010, attracted 40 comments. Since then, Kate had been posting at least one blog post a day, sharing observations about the Museum‟s exhibits, tour guides, employees, special events and other activities and objects. Her posts kept generating comments as people started reminiscing about their childhood visits to the Museum and discussed favorite moments they shared at this fantasyland. How Contests Lead to Golden PR Opportunities >> Page 1 | Museum of Science and Industry in Chicago Tweet ebook McGroarty also video recorded her explorations of the Museum and uploaded the clips to her YouTube channel, which now has 240 subscribers and tons of views and comments. She also shared quick updates Discovering Marketing Revision for Final Exam  hours  Closed book exam  chapters ONLY  Marked out of 100% Format  Define, Apply, Example  sections:  (1) 60 MCQ  (2) 10 Fill-in-the Blanks  (3) Short Answer questions (pick out of to answer) Reminders Write and Spell your own name Bring your Student ID Name of your TUTOR (he/she will be marking your exam – please write on cover page of exam) Tutorial time Not to forget to write your name and student ID on exam cover page  Chapter 12: Services and non-profit organization marketing Chapters (READ YOUR TEXTBOOK)  Chapter 16: Marketing communications  Chapter 17: Advertising, PR and sales promotion  Chapter 19: Social media and marketing MKTG7 If you are using MKTG or MKTG8 Chapter 16 MKTG9 Services & Nonprofit Organization Marketing Services & Nonprofit Organization Marketing Services & Nonprofit Organization Marketing Chapter 15: Marketing Communications Chapter 12 MKTG8 Chapter 15: Marketing Communications Advertising, PR, and Sales Promotion Advertising, PR, and Sales Promotion Chapter 17 Chapter 19 Marketing Communications Advertising, PR, and Sales Promotion Chapter 18: Social Media and Marketing Chapter 18: Social Media and Marketing Social Media and Marketing Chapter 12  Intangibility  Inseparability  Heterogeneity  Perishability  Responsiveness  Assurance  Empathy Chapter 12 – Key definitions  Tangibles  Core service  Supplementary service  Mass customization  Nonprofit organization  People processing  Possession processing  Mental stimulus processing  Information processing  Credence quality  Experience quality  Search quality  The Importance of Services  How Services Differ from Goods  Service Quality Chapter 12  Marketing Mixes for Services  What is Nonprofit Organization Marketing? 12-1 The Importance of Services Discuss the importance of services to the economy Services involve: The Importance of Services • Deeds • Performances • Efforts LocationBased Social Networking Sites Web sites that combine the fun of social networking with the utility of location-based GPS technology Review Sites Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services • Virtual worlds and online gaming include massive multiplayer online games (The Elder Scrolls Online) and online communities (Poptropica) Virtual Worlds and Online Gaming • Almost 800 million people participate in some sort of virtual world experience • Annual revenue is near $1 billion • Nearly 25 percent of people play games within social networking sites or on mobile devices 19-6 Social Media and Mobile Technology Describe the impact of mobile technology on social media Mobile and Smartphone Technology • Worldwide, there are more than billion mobile phones in use, 17 percent of which are smartphones • The mobile platform is such an effective marketing tool—especially when targeting a younger audience There is a low barrier to entry Reasons for Mobile Marketing Popularity Consumers are acclimating to mobile privacy and pricing standards It is effective at garnering consumer attention in real time Mobile marketing is measurable It has a higher response rate than traditional media types SMS MMS Common Mobile Marketing Tools Mobile Web Sites Mobile ads Bluetooth Smartphone Apps Apps Widgets • • Applications and Widgets Harness mobile technology • • Platform-specific or convert existing content to mobile format • Can generate buzz and customer engagement • • Also called “gadgets” and “badges” Run within existing online platforms Cheaper to develop Extend reach beyond existing platforms The following questions should be considered before investing in a marketing-oriented widget • Applications and Widgets Does my organization regularly publish compelling content? • Does my content engage individuals or appeal to customer needs? • Is my content likely to inspire conversations? • Will customers want to share my content? 19-7 PhD THESIS University of Kaposvár Faculty of Economic Science Institute of Economics and Management Department of Marketing and Trade Head of Doctoral School: DR GÁBOR UDOVECZ Doctor of the Hungarian Scientific Academy Professor Head of research: DR ZOLTÁN SZAKÁLY Assistant professor EXAMINATION OF THE MARKETING ACTIVITY OF HUNGARIAN SMEs WORKING IN THE DAIRY AND MEAT PROCESSING INDUSTRY Author: ZSOLT POLERECZKI KAPOSVÁR 2011 CONTENT BACKGROUND AND AIMS OF THE RESEARCH 1.1 Aims of the research MATERIALS AND METHODS 2.1 Secondary data collection 2.2 Primary data collection 2.3 Methods of analysis RESULTS 11 3.1 Marketing situation report on food industrial SMEs 11 3.2 The appearing latent demand 14 3.3 The appearance of marketing-orientation 17 3.4 The logical structure of the marketing activity of food-industrial small and medium size enterprises 19 CONCLUSIONS 24 NEW SCIENTIFIC RESULTS 26 PROPOSALS 29 PUBLICATIONS IN THE FIELD OF THE DISSERTATION 31 BACKGROUND AND AIMS OF THE RESEARCH Nowadays, the existence and the operation of small and medium size enterprises (SME-s) is one of the most important questions of the Hungarian economic policy This sector gives the engine for economic development, the place where new and innovative solutions are born and last but not least they employ the majority of employees in countries with modern market economy at different rate in each country The SME sector is going through a turbulent transformation period in Hungary, in which the stake is either to reach positions similar to those of the western countries, or a full submission to the huge superiority of multinational enterprises Analyzing the situation of the two industrial branches (dairy industry and meat industry), the future prospects based on our present knowledge can obviously be outlined at first sight: the position of the small and medium size enterprises sooner or later becomes impossible because of the huge import-dumping, till finally they drop out of the market and only few enterprises producing very special products will survive However, we should not forget that at present these enterprises are only studying those sophisticated market mechanisms that have been used for decades or centuries by the Western-European enterprises The example of these enterprises shows that these firms can operate in the big shade of big enterprises as well, and the sector of small enterprises can be profitable in the long run by utilizing the adequate market niches, interest enforcement methods and marketing sources We should not be afraid to study from the former practice of these countries because we could use their experiences satisfactorily by adapting them to the Hungarian conditions Our neighbour’s, Austria’s case can be mentioned as an example, where the food industry narrowly became a loser of EU-accession in the short run (TÖRZSÖK, 1998), because enterprises had to face a similar situation as the enterprises in our country nowadays However, applying the proper marketing tools the enterprises operating in the Austrian food industry have become the beneficial owners of the common market for today The aim of the dissertation is – by analyzing the marketing activity of the small enterprises in the two branches of industry, and by analyzing the factors affecting it – to contribute to the formation of the entrepreneurs’ attitude and to meet and understand marketing as an effective instrument properly Listing the primariness of attitude in the first place is not accidental because in order to be able to use the wide range of marketing tools it is necessary to understand their role and importance, and to come clear with the benefits offered by them This is why we have tried hard in the dissertation and during its preparation to provide such material that is valuable not only for scientific researchers working in this field, but for ...2 MARKETING CĂN BẢN HUFI EXAM Chƣơng 1: BẢN CHẤT CỦA MARKETING I Câu hỏi lựa chọn: Chọn phƣơng án trả lời Trong tình marketing cụ thể marketing cơng việc của: a Ngƣời... trƣng bày đâu cửa hàng 20 MARKETING CĂN BẢN HUFI EXAM Ngày nay, doanh nghiệp có xu hướng chuyển từ hình thức Marketing đại trà Marketing đa dạng hoá sản phẩm sang Marketing mục tiêu 10 Việc... b Đối thủ cạnh tranh c Khách hàng d Đại lý tiêu thụ 23 MARKETING CĂN BẢN HUFI EXAM II Các câu sau hay sai: facebook.com/hufiexam Các nhà Marketing phải tìm cách bán lợi ích sản phẩm khơng phải