NỘI DUNG THẢO LUẬN CHỦ ĐỀ 1:
THẢO LUẬN
1. Marketing bị chỉ trích vì nó khiến mọi người mua những món hàng không cần thiết. Hãy
đưa ra quan điểm bác bõ hoặc ủng hộ lời nhận định này?
2. Giải thích sự khác biệt giữa thị phần khách hàng và giá trị mà một khách hàng của công
ty có thể đem lại trong suốt cuộc đời họ. Tại sao khái niệm này lại quan trọng?
3. Hãy thảo luận các xu hướng tác động đến Marketing, và ý nghĩa của nó mà nhà
marketing có thể mang đến cho khách hang?
NGHIÊN CỨU TÌNH HUỐNG:
Tình huống Pegasus Airline: Tạo niềm hứng khởi cho loại hình khách du lịch mới
(trang 44- Sách nguyên lý tiếp thị)
TRẮC NGHIỆM
1. Marketing seeks to create and manage profitable customer relationships by delivering
________ to customers.
a. competitive prices
b. superior value
c. superior service
d. superior promotion
e. product assortment
2. You have learned at work that today’s successful companies at all levels have one thing in
common: they are heavily committed to marketing and strongly ________.
a. obtaining the best CEOs
b. increasing wealth to stockholders
c. customer focused
d. employee motivation
e. social responsibility
3. ________ is managing profitable customer relationships.
a. Management
b. Control
c. Marketing
d. Human resources
e. Customer service
4. The twofold goal of marketing is to keep and grow current customers and to ________.
a. attract new customers by promising superior value
b. keep and grow current customers by delivering competitive pricing
c. keep and grow current customers by delivering friendly service
d. keep and grow current customers by delivering vast product assortment
e. all of the above
5. Highly successful companies know that if they take care of their customers, ________ will
follow.
a. frequent good word of mouth
b. market share
c. profits
d. market share and profits
e. increased competition
6. Marketing is more than ________ and advertising.
a. distribution
b. promotion
c. selling
d. pricing
e. customer service
7. Today, marketing must be understood in terms of not just making a sale but also ________.
a. satisfying customers’ needs
b. understanding customers’ value
c. understanding customers’ self-images
d. advertising brilliantly
e. successfully remaining in the market
8. You have learned from experience as well as from this course that the most basic concept
underlying marketing is that of ________.
a. selling and advertising
b. customer identification
c. retaining customers
d. human needs
e. fulfilling consumer wants
9. As a new assistant marketing manager trainee, you learn in an orientation meeting that wants
are the form human needs take as they are shaped by ________ and individual personality.
a. culture
b. demands
c. self-concepts
d. desires
e. icons
10. What do companies call a set of benefits that they promise to consumers to satisfy their
needs?
a. market offering
b. value proposition
c. demand satisfaction
d. need proposition
e. evoked set
11. You are preparing a combination of products, services, information, and experiences to a
market to satisfy needs and wants. What are you preparing?
a. value proposition
b. demand satisfaction
c. tactical plan
d. marketing offer
e. strategy
12. Many sellers make the mistake of marketing myopia by paying more attention to the specific
products they offer than to the ________ produced by those products.
a. benefits
b. experiences
c. benefits and experiences
d. value satisfaction
e. customer loyalty
13. As they create brand experiences, smart marketers look beyond the ________ of the products
and services they sell.
a. awareness
b. recognition
c. preferences
d. attributes
e. loyalty
14. By orchestrating several services and products, companies can create, stage, and market
brand ________.
a. meaning
b. experiences
c. awareness
d. preferences
e. recognition
15. Customer satisfaction depends on the product’s perceived value relative to the buyer’s
________.
a. cost of obtaining the product
b. expectations
c. cost of competing products
d. cost of the lost experience
e. all of the above