NỘI DUNG THẢO LUẬN CHỦ ĐỀ 5:

THẢO LUẬN
1. Thảo luận tầm quan trọng của chất lượng sản phẩm và giải thích cách sử dụng chất lượng sản
phẩm để tạo giá trị cho khách hàng?
2. Thảo luận tại sao nói Bao bì là người bán hàng thầm lặng? hãy chọn 2 thương hiệu ở hai ngành
hàng khác nhau để phân tích câu nhận định này?
3. Giải thích tại sao muốn phát triển sản phẩm mới thành công, các công ty phải xoay quanh người
tiêu dung dựa trên nỗ lực tập thể và làm việc có hệ thống?

TÌNH HUỐNG NGHIÊN CỨU:

1. Mobinil – nhà cung cấp dịch vụ di động đầu tiên của Ai Cập?
(Sách Nguyên lý tiếp thị trang 315)
2. Samsung-Phi nước đại
(Sách nguyên lý tiếp thị trang 352)
CÂU HỎI TRẮC NGHIỆM:
1. 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.
a. private brand
b. service variability
c. service
d. product
e. service encounter

2. Services consist all of the following characteristics of EXCEPT ________.

a. activities
b. tangibility
c. benefits
d. satisfactions
e. A and B

3. A product is a key element in the overall ________.

a. market offering
b. brand equity
c. brand extension
d. co-branding
e. value chain

4. To differentiate their offers, beyond simply making products and delivering services, companies are
creating and managing customer ________.
a. memories
b. experiences
 c. unsought products
d. internal marketing
e. service encounters

5. 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?”
a. actual product
b. augmented product
c. core benefit
d. co-branding
e. exchange

6. 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) ________.
a. augmented product
b. brand equity
c. brand extension
d. industrial product
e. actual product

7. 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.
a. core satisfactions
b. packaged values
c. brand values
d. benefits
e. characteristics

8. Products and services fall into two broad classes based on the types of consumers that use them.
Which is one of these broad classes?
a. industrial products
b. brand equity
c. co-branding
d. brand extension
e. cohesive

9. Products and services bought by final consumers for personal consumption include all of the
following EXCEPT ________.
a. convenience products
b. byproducts
c. shopping products
d. specialty products
e. unsought products
10. ________ are less frequently purchased consumer products and services that customers compare
carefully on suitability, quality, price, and style.
a. Shopping products
b. Brands
c. Services
d. Industrial products
e. Line extensions

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.
a. Shopping products
b. Unsought products
c. Specialty products
d. Industrial products
e. Line extensions

12. ________ require a lot of advertising, personal selling, and other marketing efforts because
consumers do not usually know or care about them.
a. Specialty products
b. Line extensions
c. Unsought products
d. Shopping products
e. Staples

13. ________ are those products purchased for further processing or for use in conducting a business.
a. Unsought products
b. Specialty products
c. Shopping products
d. Industrial products
e. Accessories

14. Industrial products and services fall into one of three groups that include all of the following
EXCEPT ________.
a. materials and parts
b. capital items
c. maintenance and operations
d. supplies and services
e. C and D

15. One characteristic of manufactured materials and parts is that they are mostly sold directly to
________.
a. consumers
b. industrial users
c. brand extensions
d. co-branders
e. wholesalers
16. ________ are industrial products that aid in the buyer’s production or operations, including
installations and accessory equipment.
a. Materials
b. Parts
c. Capital items
d. Specialty items
e. Supplies

17. ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of
target consumers toward an organization.
a. Person marketing
b. Organization marketing
c. Internal marketing
d. Service variability
e. Intelligence marketing

18. ________ consists of campaigns by organizations to polish their images and market themselves to
various publics.
a. Corporate image advertising
b. Organization marketing
c. Person marketing
d. Social marketing
e. Intermarket marketing

19. ________ involves activities undertaken to create, maintain, or change attitudes toward particular
people.
a. One-on-one marketing
b. Person marketing
c. Social marketing
d. Interactive marketing
e. Friend marketing