1.

Video worksheet
Before you watch
1.3.1. Work with a partner. Answer the questions.

1. Have you ever written survey questions?

2. Can you name some survey question types?

3. What are some common survey question mistakes?

While you watch

1.3.2. Watch the first part of a film about the power of market survey. Complete the survey
questions and answers with the information you hear. Use no more than two words and/or number.

A: Hi, excuse me I'm doing a survey on_______ and I was _______if you have four minutes

to give me to answer some questions?

B: It's just four minutes?

A: Yes, and then to show our __________ you will receive a six-dollar ____________

B: I'd love to help.

A: All right so looking at this product, how____________ would you be to buy it?

B: Not ____________

A: Why not?

B: It looks _____________ for me. Okay.

A: But if a friend were to _____________ it to you, how likely you would be then?

B: Maybe if it didn't cost more than my ________________

A: Okay. So in a ________of one to five, how likely would you be to buy it if a friend recommended it to
you?

B: One ___________very likely?

A: Yeah.

B: Maybe about a two.

A: All right. Just ________more questions.

B: Awesome.

A: [LAUGH] All right, so let's say a friend recommended that you buy it knowing that it's
_____________more than your regular toothpaste. How likely would you be to buy it?

B: Not very likely. I don't _________ product like toothpaste.

A: Okay. So, if you understood that this product prevents _________ because it has ____________ in it,
how likely would you be to buy it?

B: Got me there. I really can't afford go to a ________. So, very likely.

A: Okay. Thank you very much for __________ And have a good day.

A: Thank you.

B: You're welcome. [SOUND]

1.3.3. In the second part of the film, Elizabeth and her manager are talking about the survey power.
Decide if the sentences are true (T), false (F), or not given (NG)

1. Elizabeth conducted the market survey. _____

2. Katherine gave Elizabeth some analytics of the survey. _____

3. The team decided to plot their survey data on a graph. _____

4. The graph demonstrates the sales data in the past and in the future. _____

5. The team agreed on the power of the survey. _____

Manager: Come in. Hi, Elizabeth, how are you.

Elizabeth: Good, how is the _____________ coming.

Manager: It's coming, we have a lot of ____________ data that's still coming in.

Elizabeth: Katherine tells me she's been giving you some of ________________

Manager: Yeah, she's been great. We have a lot of data now. I'm just trying to figure out which
_______________best tells the story.

Elizabeth: The story?

Manager: Yeah I do a lot of talking about what we've done in the past and what this could look like in
the future.

Elizabeth: I never thought of a _______________ as telling a story before.

Manager: I got the idea for after doing all of this ______________, I was thinking which one of this
would best tell the big picture, the story. Here look here.

After you watch

1.3.4. Work with a partner. Read the following blog post which gives you good and bad example
survey questions with explanation.

"Survey Questions 101: Do You Make any of These 7 Question Writing Mistakes?" (blog)
http://www.qualtrics.com/blog/writing-survey-questions/

1.3.5. With the assistance of Qualtrics application, write 10 survey questions about the Faculty of
Foreign Languages of Nguyen Tat Thanh University. Then send a short report of the survey results
to your lecturer in the next class meeting.
2. Critical thinking activities
Consumer or B2B good?
For each product below, indicate whether it is a consumer good, a B2B (industrial) good, or both. Explain
the reasons for your choices.

Item Type of Good Rationale

1. McDonald’s Big Mac
2. Xerox copy paper
3. 14-pound bag of sugar
(1 pound = 450 grams)
 Consumer
A McDonald’s Big Mac probably could not be
 B2B
used to create another consumer product.
 Both
 Consumer An office could use the copy paper to create
reports for another customer (B2B good), but it
 B2B could also be sold to a customer for home use.
 Both
 Consumer A bag of sugar delivered to a restaurant would be
a B2B good because it is used to create baked
 B2B goods for sale. It can also be sold to a customer to
 Both be used in his or her morning coffee.

 Consumer
A front-end loader is a specialized piece of
4. A set of Lego building
 B2B equipment used in construction projects. Your
toy
average homeowner doesn’t need one.
 Both
 Consumer
5. Hewlett-Packard laser Again, could be used in an office or in the home
 B2B
printer of a consumer.
 Both

6. Band-Aid strips
 Consumer
In a hospital, Band-Aids would be a B2B good,
 B2B used to create a consumer service (health care). In
a buyer’s home, it is a consumer good.
 Both

 Consumer
The only product a designer wedding dress can
7. Designer wedding dress  B2B
create is a marriage.
 Both

 Consumer If the question were about a 1-pound box of

framing nails, it could be a consumer good, used
8. 20-pound box of
 B2B in a home renovation project. However, the size of
framing nails
this product seems to indicate that a commercial
 Both contractor will use it.

9. Craftsman 48-inch-cut  Consumer The lawnmower could be used by a lawn-care

 service (B2B) to create a service or by a
riding lawnmower (1 homeowner in his or her own yard (consumer).
 B2B
inch = 2.54 centimeters)
 Both
 Consumer Thermos bottles and lunch boxes could be bought
10. Thermos bottles and by both consumers and business.
 B2B
lunch boxes
 Both

3. Case study discussion and presentation

Read the following case study

CUSTOMER-ORIENTED MARKETING CONCEPTS AT

THERMOS

Thermos is the company made famous by its Thermos bottles and lunch boxes. Thermos also
manufactures cookout grills. Its competitors include Sunbeam and Weber. To become a world-class
competitor, Thermos completely reinvented the way it conducted its marketing operations. By reviewing
what Thermos did, you can see how new marketing concepts affect organizations.

First, Thermos modified its corporate culture. It had become a bureaucratic firm organized by function: design,
engineering, manufacturing, marketing, and so on. That organizational structure was replaced by flexible,
cross-functional, self-managed teams. The idea was to focus on a customer group—for example, buyers of
outdoor grills—and build a product development team to create a product for that market.

The product development team for grills consisted of six

middle managers from various disciplines, including
engineering, manufacturing, finance, and marketing. They
called themselves the Lifestyle Team because their job
was to study grill users to see how they lived and what
they were looking for in an outdoor grill. To get a fresh
perspective, the company hired Fitch, Inc., an outside
consulting firm, to help with design and marketing
research. Team leadership was rotated based on needs of
the moment. For example, the marketing person took the
lead in doing field research, but the R&D person took
over when technical developments became the issue.

The team’s first step was to analyze the market. Together, team members spent about a month on the road
talking with people, videotaping barbecues, conducting focus groups, and learning what people wanted in
an outdoor grill. The company found that people wanted a nice-looking grill that didn’t pollute the air and
was easy to use. It also had to be safe enough for apartment dwellers, which meant it had to be electric.
As the research results came in, engineering began playing with ways to improve electric grills.
Manufacturing kept in touch to make sure that any new ideas could be produced economically. Design
people were already building models of the new product. R&D people relied heavily on Thermos’s core
strength—the vacuum technology it had developed to keep hot things hot and cold things cold in Thermos
bottles. Drawing on that technology, the engineers developed a domed lid that contained the heat inside
the grill.

Once a prototype was developed, the company showed the model to potential customers, who suggested
several changes. Employees also took sample grills home and tried to find weaknesses. Using the input
from potential customers and employees, the company used continuous improvement to manufacture
what became a world-class outdoor grill.

No product can become a success without communicating with the market. The team took the
grill on the road, showing it at trade shows and in retail stores. The product was such a success
that Thermos is now using self-managed, customer-oriented teams to develop all its product
lines.

3.1Discuss the following questions with your team members

1. How can Thermos now build a closer relationship with its customers online?

2. What other products might Thermos develop that would appeal to the same market segment that uses
outdoor grills?

3. What do you think the Thermos team would have found if it had asked customers what they
thought about having consumers put the grills together rather than buying them assembled? What
other questions might Thermos place on its website to learn more about customer wants and
needs?

3.2 Analyze for the above case, covering the following items in your PowerPoint
presentation

1. Summary of background and facts

2. Statement of the “core” problem

3. Secondary problems

4. Constraints and limiting factors

5. Alternate solutions

6. Implementation of the most feasible solution

7. Justification