NỘI DUNG THẢO LUẬN CHỦ ĐỀ 5: THẢO LUẬN Thảo luận tầm quan trọng chất lượng sản phẩm giải thích cách sử dụng chất lượng sản phẩm để tạo giá trị cho khách hàng? Thảo luận nói Bao bì người bán hàng thầm lặng? chọn thương hiệu hai ngành hàng khác để phân tích câu nhận định này? Giải thích muốn phát triển sản phẩm thành công, công ty phải xoay quanh người tiêu dung dựa nỗ lực tập thể làm việc có hệ thống? TÌNH HUỐNG NGHIÊN CỨU: Mobinil – nhà cung cấp dịch vụ di động Ai Cập? (Sách Nguyên lý tiếp thị trang 315) Samsung-Phi nước đại (Sách nguyên lý tiếp thị trang 352) CÂU HỎI TRẮC NGHIỆM: a b c d e We define a as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need private brand service variability service product service encounter a b c d e Services consist all of the following characteristics of EXCEPT activities tangibility benefits satisfactions A and B a b c d e A product is a key element in the overall market offering brand equity brand extension co-branding value chain a To differentiate their offers, beyond simply making products and delivering services, companies are creating and managing customer memories b c d e experiences unsought products internal marketing service encounters a b c d e Product planners need to think about products and services on three levels Each level adds more customer value The most basic level is the , which addresses the question, “What is the buyer really buying?” actual product augmented product core benefit co-branding exchange a b c d e Product planners need to think about products and services on three levels The second level is where the company turns the core benefit into a(n) augmented product brand equity brand extension industrial product actual product a b c d e Product planners must design the actual product and find ways to augment it in order to create the bundle of that will provide the most satisfying customer experience core satisfactions packaged values brand values benefits characteristics a b c d e Products and services fall into two broad classes based on the types of consumers that use them Which is one of these broad classes? industrial products brand equity co-branding brand extension cohesive a b c d Products and services bought by final consumers for personal consumption include all of the following EXCEPT convenience products byproducts shopping products specialty products e unsought products a b c d e 10 are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style Shopping products Brands Services Industrial products Line extensions a b c d e 11 are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort Shopping products Unsought products Specialty products Industrial products Line extensions a b c d e 12 require a lot of advertising, personal selling, and other marketing efforts because consumers not usually know or care about them Specialty products Line extensions Unsought products Shopping products Staples a b c d e 13 are those products purchased for further processing or for use in conducting a business Unsought products Specialty products Shopping products Industrial products Accessories a b c d e 14 Industrial products and services fall into one of three groups that include all of the following EXCEPT materials and parts capital items maintenance and operations supplies and services C and D 15 One characteristic of manufactured materials and parts is that they are mostly sold directly to a b c d e consumers industrial users brand extensions co-branders wholesalers a b c d e 16 are industrial products that aid in the buyer’s production or operations, including installations and accessory equipment Materials Parts Capital items Specialty items Supplies a b c d e 17 consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization Person marketing Organization marketing Internal marketing Service variability Intelligence marketing a b c d e 18 consists of campaigns by organizations to polish their images and market themselves to various publics Corporate image advertising Organization marketing Person marketing Social marketing Intermarket marketing a b c d e 19 involves activities undertaken to create, maintain, or change attitudes toward particular people One-on-one marketing Person marketing Social marketing Interactive marketing Friend marketing ... maintain, or change attitudes toward particular people One-on-one marketing Person marketing Social marketing Interactive marketing Friend marketing ... themselves to various publics Corporate image advertising Organization marketing Person marketing Social marketing Intermarket marketing a b c d e 19 involves activities undertaken to create,... behavior of target consumers toward an organization Person marketing Organization marketing Internal marketing Service variability Intelligence marketing a b c d e 18 consists of campaigns by