APPLE

Q1 - When а соnsumer соmmits signifiсаnt time tо the соmраrаtive рrосess аnd

reviews рriсe, wаrrаnties, terms аnd соnditiоn оf sаle аnd оther feаtures it is sаid thаt
they аre invоlved in extended рrоblem sоlving. Аlsо соmрuter рurсhаse саn be
disruрted by оther fасtоrs suсh аs;
Negаtive feedbасk оf оthers аnd оur level оf mоtivаtiоn tо соmрly оr ассeрt the
feedbасk. Fоr exаmрle, аfter gоing thrоugh the need reсоgnitiоn, infоrmаtiоn seаrсh,
аnd аlternаtive evаluаtiоn stаges, оne might сhооse tо buy а Dell product, but а сlоse
examiner might shаre negаtive feedbасk, whiсh соuld drаstiсаlly influenсe рersоnаl
рreferenсe.
The deсisiоn mаy be disruрted due tо а situаtiоn thаt оne did nоt аntiсiраte, suсh аs
lоsing а jоb оr а retаil stоre сlоsing dоwn.
Q2 - The соmраny hаs been sending оut emаils tо “fаns” аnd surрrising them with free
gifts, inсluding Xbоx Оne соnsоles аnd gаmes, due tо their lоyаlty. The оnly wаy tо
get а free subsсriрtiоn is tо tаke аdvаntаge оf triаls. There аre аlsо sрeсiаl bundles thаt
оffer Gаme Раss ассess аt а disсоunted rаte. These deаls саn sаve yоu sоme seriоus
mоney, sо be sure tо сheсk them аll оut.
Providing free xbox can motivate and confuse the customers.
Getting a free xbox will be excitig for many people and they will so definiely buy the
laptop for availing the offer.
But at the same time they can doubt about the quality of laptop or xbox since it is
given as free.
Q3 - А heuristiс is аn аррrоасh tо рrоblem sоlving оr self-disсоvery thаt emрlоys а
рrасtiсаl methоd thаt is nоt neсessаrily рerfeсt, but suffiсient fоr reасhing аn
immediаte gоаl. Think оf heuristiсs аs mentаl ‘shоrt-сuts’ tо reduсe mоre соmрlex
рrосesses intо simрler judgmentаl орerаtiоns tо reduсe deсisiоn friсtiоn. They оffer
effiсient аnd mоst-оften ассurаte sоlutiоns tо reсurring рrоblems. Deсisiоn Heuristiсs
аre а brаnd’s best friend аnd саn turn even аn exрensive аnd extended deсisiоn-
mаking рrосess intо а nоminаl оne, suсh аs in the саse оf Аррle соmрuters.
Tо соmрete fоr а limited number оf соnsumer dоllаrs, соmраnies use а vаriety оf
mаrketing аnd аdvertising tасtiсs. Аlthоugh there mаy initiаlly аррeаr tо be а рlethоrа
оf different tасtiсs, ассоrding tо leаding sосiаl рsyсhоlоgists, effeсtive tасtiсs аre
rооted in а smаll number оf рersuаsiоn рrinсiрles . The six sсientifiсаlly-vаlidаted
рsyсhоlоgiсаl рrinсiрles thаt аррeаr tо be deрlоyed rоutinely in lоng-рrоsрering,
suссessful businesses inсlude reсiрrосаtiоn, liking, аuthоrity, sсаrсity, соnsistenсy,
аnd соnsensus (sосiаl рrооf.)
FAST AND FURIOUS 9
Answer
a)Decision making process 5 stages of buying behavior:
1. Identity Identification
▪ The movie Fast and Furious 9 is about to hit theaters in July
2022. My friends and I scheduled to see this movie before
because the whole group was very excited about this movie.
2. Information search
▪ Search theaters Search movie information on movie theater
websites.
▪ Learn about the actors and content of the movie.
▪ Find out the show start date / show date ticket price.
▪ Find out about pricing policies and promotions (for
example: Which combo makes them feel better than the
theater; Movie theaters have extra corn or free cans of coke
for specific combos; coupons for loyal customers, students
under 22 years old, weekday promotions).
▪ Learn about the space at the cinema (Spacious, comfortable
space, ...)

▪ Find out about the service quality of the staff (see if the
attitude is gentle and enthusiastic? Is the staff behavior
good?)
▪ Learn about payment methods (such as on-site or online
payment: momo, zalopay, internet banking, shopee pay,.
)
▪ Find out about cleaning services at the theater (customers
will consider whether the seats in the theater are cleaned or
 not, the seats are dirty or not, the theater has a bad smell,
...)
▪ Learn about screen technology, sound, movies (for example:
Customers will focus on choosing theaters with large
screens, good sound quality; moreover, theaters include
many theater technologies such as: SCREENX, IMAX,
STARDIUM, 4DX, DOLBY ATMOS)
3. Evaluation of alternatives
▪ At this point in the consumer decision-making process,
prospective buyers have developed criteria for what we want
in a product. Once the consumer has determined what will
satisfy their want or need we will begin to begin to seek out
the best deal. This may be based on price, quality, or other
factors that are important for them.
▪ We will compare the movie ticket prices like discounts and
promotion or is that place convenient and stuck in traffic
 4. Product choice
▪ After tallying up all the criteria for the decision the customers now decide
on what we will purchase and where. We have already talking risk into
account and are definite on what we want to purchase.
▪ Decided to go to the movies at the weekend based on the reviews in the
steps above.
5. Result
▪ How would you rate the theater (food, sound, air conditioning,. )
▪ Evaluate employee's attitude
▪ Evaluate good or bad movies, meet the needs of the criteria you give
b) In my opinion, in the stage of decision-making process is “Information
Search” is the most important. Because for the genZ generation, when searching
for information on social networking platforms, they will consider and offer
many different methods to compare, hoping to find theaters with better travel
conditions, prices affordable,. Watching movies is easy, as
long as the theater has a lot of reviews or a lot of bad information, it will make
genZ think again, hitting the customer's mentality is genZ, then the theater will
have to pay more attention to the theater quality and accompanying services to
give genZ a better experience.
Because GenZ is a department that is very susceptible to external influences on
their buying behavior. With today's wide reach, just seeing a famous person, a
favorite reviewer recommend a certain product, GenZ can easily generate a need
to own that product even if they really don't need it. They are strongly influenced
by the information Searchbefore deciding to buy product.

c) Advertising channels should the marketer choose for advertising:

▪ Social Networking (Tiktok, run ads on Youtube, ads on Facebook,…)
▪ Outdoor (standee placed in crowed places) - Electronic boards
▪ Influence (KOL, KOC on Tiktok,..)
VIETTEL GEN Z
Answer
Questions 1:
Subculture means an identifiable subgroup within a
society or group of people, especially one characterized by
beliefs or interests at variance with those of the larger
group.
The program Tao Quan temporarily stopped broadcasting
in 2020, generating many regrets among Vietnamese
audiences, particularly today's youth, who cannot see the
Tao Quan as missing something extremely significant on
the 30th night of the New Year. In the traditional Tet
festival, this is very important. ViettelPay took advantage
of the chance and launched a multi-channel marketing
campaign, with the major hook being the music video
"Lam gi phai hot' featuring actor Cong Ly's Tao Quan,
which also served to capture more consumers' attention.
The MV expertly exaggerates tough Tet scenarios through
scenes of Vietnamese families doing their best, with the
presence of notable artists such as Hong Thuy Linh, actors
Cong Ly, Justatee, and Den Vau. Tet is approaching.
The smart and hilarious lyrics contributed to the success of the
song.
Moreover, The MV 'Lam gi phai hot' was able to win over young
people because to its amusing and humorous lyrics. Hong Thuy
Linh, Justatee, and Den Vau, all of whom have become well-
known in recent years for their high-quality music, have also
helped to distribute the video.
Questions 2:
Generation Z represents 32% of the world's population, they
have grown up with mobile phones, digital tablets and cannot
remember a time without the Internet.
Gen Z watches the least TV and is exposed to advertisements
from different sources, so in order to reach them (marketers)
they must understand what issues they are interested in, how
much time they spend tracking those issues. issue and how they
discuss it.
-It is also noted that, generally speaking, humans retain 20% of a
text they have read as opposed to 80% of an image.
-The marketer should be favour video content over text content.
Video is a simple and fun way to get a message across, and is
much more likely to be shared by a large number of people.
- The marketer must be create unique TikTok, Snap and
Instagrammable opportunities. Work with influencers, ditch the
script and let their creativity speak organically.
MARTIN INCORPORATION
Answer
Martin Incorporation was involved in the cosmetics and perfume business. The company was
following the product concept of marketing and catered only to their existing customers,
while paying no attention to the changing needs and demands of the consumers. A marketing
graduate, named Ash, joined the company and advised the company about necessary changes
that must be made in the product on the basis of changing taste and preferences of consumers
to successfully sell the company`s products. Mr Ash modernised the products and spent
about 30 lakhs on packaging etc. on the basis of relevant income and social factors that affect
the consumers. The product manager and assistant manager were not happy with the efforts
made by Mr Ash as even after 6 months of implementation of suggested changes the
company was not able to achieve effective growth in sales. The product manager and
Assistant manager were of the opinion that although some progress was made by Mr Ash,
yet many important factors affecting consumer behaviour were also neglected by him.

Answer QUESTION 1: Yes, I agree with the product

manager and assistant manager that efforts were made in
the right direction, but many factors affecting consumer
behaviour were ignored. The reasons being the following:
1) The company was using the product concept of
marketing which is out dated in today`s era as now
producers manufacture products that match consumer`s
demand, tastes and preferences. Therefore, Mr Ash should
have focused on the Marketing concept to produce and
market products accordingly.
2)The target audience was limited to the existing customers
of the company. Various new markets must be explored to
increase sales. Effective target marketing is essential to
promote and position the product effectively in the market.
For example:
– Grooming products for men
– Safe and chemical free cosmetics for babies
– Organic and herbal cosmetics for women
3) The market for cosmetics was not effectively segmented by Mr Ash. Cosmetics market
can be segmented effectively by dividing the market into groups which are homogenous
within and heterogeneous among themselves on the basis of their age, gender, occupation
etc. For
e.g. Market can be segmented into:
– Working women, Housewife, Teenage girls
– Daily consumers, Beauty Parlours, Film Industry
– Rich people, Middle class people, Low income group
4) While attention was paid to income and social factors many personal factors such as Age,
Occupation, Lifestyle, personality of a consumer were neglected. For e.g.
– Age: Working women, elderly women, Teenage girls all have different needs.
– Income: The rich pay more attention to how they look than people with less income.
– Occupation: A Housewife has simple beauty needs as she stays at home most of the time
while a working lady has more intensive beauty needs as she goes out of the home every day
and has to look presentable in the office.
– Personality: Traditional women and Modern women both have different needs. Some
prefer expensive perfumes while some use natural fragrances like ‘itra’.
– Attitude: People have different attitude towards chemicals in beauty products.
– Some prefer it while some dislike it and prefer herbal and organic products.
– Lifestyle: While urban people make use of deodorants and perfumes to smell good, rural
population prefers use of soaps, sandalwood and itr to smell good.
5) Keeping the income factors in mind no changes were made in product quantities i.e. small
units of previous products. Keeping in mind the social factors no efforts were made to use
opinion leaders like celebrities or doctors which would have been more effective in
influencing sales than change in product packaging.
6) Existing products were modernised while no attention was paid to new product
development for new potential markets in cosmetics industries. For e.g. Grooming products
for men.
7) No efforts were made to advertise the products to targeted audience or reposition the
brand according to the changing customer taste and preferences. No offers, discounts or sales
promotion activities were carried out by Mr Ash to boost sales.
Answer QUESTION 2: Other Factors that should have been considered are:
1) Age – Babies, Teenagers, Middle aged people and elderly all have different needs and
requirements related to cosmetics and beauty products. Therefore the target audience could
have been segmented on the basis of age of consumers.
2) Occupation – Working ladies v/s Housewife, Clerical staff v/s Top management, Daily
consumer v/s consumers from Fashion Industry While a housewife, a normal clerk and daily
consumer may have nominal needs and demand basic products, working
ladies, Directors and CEO`s of a company, make-up artists, beauticians, film
stars may have specific needs and high demand for beauty products. Products
could have been designed and developed for one or few segments on the basis
of their occupation.
3) Standard of Living – Rural v/s Urban People, Low income group v/s High
income Group While rural people and low income groups may make use of
soaps and traditional products, urban people and the high income group are
more inclined towards expensive beauty products. Different products could
have been developed for both the segments and different pricing strategies
could have been followed.
4) Perception & Attitude – Chemicals v/s Organic/Herbal products While
some people perceive beauty products negatively due to chemical ingredients
in them some people recommend them. Market share for both chemicals and
organic products could have been analysed and the more profitable market
could have been targeted.
5) Involvement – Normal consumers v/s Film Industry Consumer segments
like make-up artists, beauticians, film starts will have a high involvement in
buying beauty products than normal consumers. Therefore depending upon the
target market packaging and labelling strategies should have been made.
6) Culture – Due to different cultural norms regarding appearances laid down
by different religions, men and women of a particular religion dress up and
make use of specific cosmetic products. For e.g. Hindu, Jain and Bengali
women use ‘sindoor’ and ‘Bindi’ while Muslim women do not, Sikh men
don’t use shaving products as they are not allowed to cut hair, Many Jain men
and women use white tikka.
7) Opinion Leaders – Celebrities and Doctors act as effective opinion leaders
for cosmetics and beauty products which could have been used and their
impact on the sales, brand value and price could have been analysed.
Personality and Self-concept – Alpha Males v/s Passive males, Feminine v/s
Tomboyish girls While alpha males and feminine girls may use and encourage
use of beauty products while passive males and tomboyish girls may like to
stay raw and refrain from using beauty products.
KIM AND
KHANG
Answer
• Kim is a loving wife and she is very much concerned
of the habit and health of her husband. She is very good
woman and she likes to get her husband at home and she
does not want to spend her intimate time with her husband
at the public place. She does not like the place like coffee
house. She wants to stop the smoking of her husband she
she tries to make him understand how it causes cancer. She
does not object to any wish or her husband. But she wants
her husband healthy and good. She does not show any
bitterness or anger. She is very tender and loves her family.
• Khang is also a good husband. He greatly loves his
wife Kim. He gives importance the opinion of his wife and
like to maintain his commitment. He also agrees to the wish
of Kim and he likes to spend time with his wife. He values
the love and desire of his wife and honestly confesses that
he did not notice the warning picture on the cigarette
packet. He accepts what his wife says and he also maintains
good relationship wirh his wife.
BB Water
Answer
Mr. Vu is a bossy boss. He want to control
everything himself, from setting up the bottling
plant to hiring and training workers.
His family had very limited involvement in the
business maybe because Mr Vu’s personality. Mr.
Vu is the most individualistic of the family, he
seemed to have sole control of his business and
he does not let people interfere in his work.
The employee only agreed to be disciplined by
Mr. Vu. This happened because the employees
were only used to obeyed orders from Mr Vu, Mr
Vu's personalization has created the culture of the
whole company that everything has to go through
him, if there is any problem. If anyone but Mr Vu
manages the work, the workers would ‘react’.
CASE 1: (Self concept) MCDONALD
1. Explain how the customer attitudes toward McDonald’s could be changed by
its marketing efforts. 
McDonald's might utilize a range of attitude adjustment tactics to improve people's
attitudes regarding their brand. They have started to provide healthy foods like
sweet corn, salad, and yogurt. It helps customers change their perception and
thinking about McDonald's. They realize that they can go to McDonald's to enjoy
healthy food with the moderate price. 
Not only that, when one family that has children goes to McDonald's. In addition to
the children choosing to eat fried chicken or fried sweet potatoes, parents can
order a salad to help children add more fiber. Moreover, most adults don't like
greasy food, so the appearance of these simple but healthy dishes is a great choice
for them.
McDonald's' marketing approach is, for the most part, excellent, which is
extremely significant. The method looks to be rather feasible, as it not only
changes customers' attitudes but also raises firm profit. These strategic moves will
not only attract more consumers but will also assist in improving the company's
public image.
2. Discuss about the current market position of McDonald’s in Vietnam
- Although McDonald's has a worldwide success, when it entered the Vietnamese
market, it lost money:
  1. There are many competitors in the market such as: Lotteria, Burger King,
Jollibe... but KFC is a familiar competitor of McDonald's with great success in
Vietnam. A very wise marketing strategy of KFC is "wherever you go, localize there"
has helped the company a lot, when mentioning KFC Vietnam, people immediately
think of the "famous" chicken rice dish and remove prejudice. Fast food cannot be
accompanied by rice
  2. Bread and street food stalls: Bread is considered a Vietnamese culture with the
criterion of "fast - neat - fast". If you want to balance between bread and
hamburger, Vietnamese people always choose bread because it is cheap,
nutritious, easy to eat and convenient.
  3. Vietnam is also considered a rather complicated market because Vietnamese
people's eating habits are different, they tend to gather and follow the crowd, so
group dishes are more popular than meals. eat alone.
- Conclusion: McDonald's losses partly because it has not been able to adapt to the
consumption and eating habits of Vietnamese people.
3.Do you think that McDonald’s concept is relevant in Vietnam?
McDonald's can actually fit into Vietnam by adapting to the Vietnamese way of life.
Thereby, McDonald's must overcome the following 3 things:
1. Vietnamese food is faster than McDonald's fast food
In Vietnam, although there is no concept of "fast food", all dishes are very fast.
Whether it's pho or bread, customers have plenty of quick and easy options for
meals.
2. McDonald's applies "Western" prices to the "Viet" market
Currently, a piece of Big Mac in Vietnam costs about 65,000 VND (2.82). This is a
fair price for Western life. However, with the level of spending in Vietnam, this
price is quite expensive and not suitable for daily use.
3. Vietnamese people are used to eating together
In Vietnamese culture, it is very common for the whole family or group of friends
to sit down to eat and share food together. At that time, the culinary style of
McDonald's was not suitable for this culture. Burgers are not something to share
with others. Secondly, having to eat quickly to save space for latecomers is not
suitable for the long-lasting happy eating habits of Vietnamese people.

Case 2: Honda 
Chia độ tuổi, hành vi, cá tính, sở thích, thói quen, nghề nghiệp
Công nhân, shipper: xe số
Social class ntn
Các khía cạnh theo 4P
Social class -> Hành vi của nó là gì-> mới phân tích-> Cho ví dụ
You are a consultant for Honda Vietnam, how can you target different social classes in
Vietnam.? What is the consumer behavior of each social class?
Since its presence in Vietnam, Honda has introduced many new car models, improved old
models and has always been at the forefront of sales of this item in the Vietnamese market.
Honda's success in dominating the market is not only based on the design & quality of their
products, but an equally important part, which is Honda's pricing technique. Honda products
are always priced to suit the maximum number of their customers, from affordable products to
meet the essential travel needs to high-end products with very high prices to satisfy the needs
of users. The pricing strategy of Honda Vietnam is mainly aimed at their target customers,
which is the middle class of society. This is the main customer force of the company during
the past years. However, Honda does not stop there, namely, they have high-class products
imported from abroad to reach high-class customers who are willing to spend a large amount
of money to satisfy their needs. Honda's pricing strategies are extremely correct, the clearest
proof is that they have been present in Vietnam for a long time, after many years of business,
Honda has never become an old brand. but the company continues to grow, even more and
more market share
Honda VU's Slogan Vietnam is "I love Vietnam". Honda has attached to the VU peopleieNam
from many years, from the 60s, 70s, 80s motorcycles to the motorcycles modern day.With
brand bravery and product quality, Honda is still dominating the market, promising to bring
customers new productsI completed better in the future.

The analysis and understanding of social class variables is essential. Because each different
social class will include different standard value systems, lifestyles, preferences and
behaviors, leading to different decisions on consumption behavior. Marketing managers need
to use strata as a basis to segment and select target markets to help businesses make
appropriate marketing decisions and strategies for products in the market.

The social class that Honda targets are those with middle income to those with high income.
They launch products to meet many different audiences from affordable products to meet
essential travel needs to high-end products with very high prices to satisfy the needs of use
and show class. Honestly, customers must be old enough to ride motorbikes with engines of
70cc or more. Honda aims at different social classes with the message of bringing the highest
trust in product quality. They always aim: trendy and reasonably priced, exceeding customer
expectations. Especially in traffic conditions in Vietnam. For example, the Air Blade scooter
has some outstanding features as follows: Honda technology creates the perfect combination
for optimal performance: Compact engine, powerful and stable power, helps reduce noise and
save fuel. The side stand switch avoids unfortunate accidents when forgetting to remove the
kickstand, bringing safety to the user. The hook is sturdy and convenient, located on both the
left and right sides under the saddle, and can hang both helmets. Large storage compartment
with enough room for helmets and other personal items. The storage box can be opened
easily with a small action of pressing the saddle switch located next to the magnetic lock.

Determine a person's social class based on social status. Social status is determined by one
or more socio-economic factors such as education level, occupation, income, property owned
and many other factors such as political and military power. economy. The difference of these
factors within each class creates a difference in the values, attitudes and behavior of the
classes.

The differences in values, attitudes and behaviors of each class are one of the bases for
marketers to segment the market and deploy marketing strategies.

For example, people with a high level of education, a prestigious profession will be respected
and more powerful than others. Those people will be classified as high class and vice versa.

A member of society can rise to a higher social class or fall to a lower social class when one
of the above factors changes for the better or for the worse.

When entering the Vietnamese market, HONDA has clearly researched the Vietnamese social
class from which to come up with effective strategies. Specifically, HONDA has used a
product diversification marketing strategy. Product diversification is an effective strategy to
renew ourselves, increase sales, open market share and improve competitiveness. With the
orientation of product diversification, Honda Vietnam has a lot of motorcycle products suitable
for each age, gender, economic situation of each family....
Depending on the needs of each object will choose the type of vehicle that is right for them.
Each type of car has many colors, the color shows the personality of the rider. Therefore,
Honda products are loved by everyone. With such diversification orientation, when a person
wants to buy a car, he or she immediately thinks of Honda. Because when buying products of
Honda Vietnam, it will be very easy to choose the type of car that is right for you.
 
Every consumer, when choosing to buy Honda Vietnam products, surely the first reason they
think of is the quality of Honda. Talking about Honda is talking about quality. Honda Vietnam
always sets quality as the first criterion to serve customers.

In terms of product quality, Honda's product quality is very durable, high in safety, especially
suitable for traffic conditions in Vietnam along with thoughtful after-sales services, Honda
Vietnam products. Nam has won the hearts of Vietnamese customers. Up to now, more than
2.5 million products of Honda Vietnam have been loved and used by customers across the
country.

Honda's success in dominating the market is not only based on the design and quality of their
products, but an equally important part, which is Honda's marketing strategy on product
pricing.
 
Honda products are always priced in line with the target customers that the brand targets,
from affordable products that meet essential travel needs to high-end products with very high
prices to Satisfying user needs, expressing the level of users.
 
When analyzing Honda's marketing strategy on price, Honda Vietnam's pricing strategy
mainly targets their target customers, that is, the middle income class in society. This is the
main customer force of the company during the past years. Therefore, the company always
puts this customer first in its policies.

However, Honda did not stop there, they had high-class products imported from abroad to
reach high-class customers. The pricing of these products is also done quite successfully by
Honda, the price offered by Honda is relatively high, however, customers easily accept this
price to be able to own a motorcycle of this class. luxurious.

With different values, each type of Honda product also has different pricing. This is the value-
based product pricing strategy that Honda is applying.

A value-based product pricing strategy is a pricing strategy that is primarily based on the value
customers perceive of a business' products or services. Value-based pricing is customer-
focused pricing, which means businesses set prices based on what customers believe the
selling price is in line with the value the product provides.

For higher-end products aimed at high-income customers, the price of these products will also
be higher than those for middle-income customers. Customers are willing to pay high prices
for quality products. The cars produced by Honda have long been famous for their quality and
style. Previously, CUB cars were very famous in the world.