35 MARKETING can ban

TRƯỜNG ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH KHOA NGOẠI NGỮ TÀI LIỆU HƯỚNG DẪN ÔN TẬP VÀ KIỂM TRA MÔN: MARKETING CĂN BẢN Mục đích Tài liệu này nhằm hỗ trợ cho học viên hình thức giáo dục

TRƯỜNG ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH

KHOA NGOẠI NGỮ

TÀI LIỆU HƯỚNG DẪN ÔN TẬP VÀ KIỂM TRA

MÔN: MARKETING CĂN BẢN

Mục đích

Tài liệu này nhằm hỗ trợ cho học viên hình thức giáo dục từ xa nắm vững nội dung ôn tập

và làm bài kiểm tra hết môn hiệu quả

Tài liệu này cần được sử dụng cùng với tài liệu học tập của môn học và bài giảng của giảng viên ôn tập tập trung theo chương trình đào tạo

Nội dung hướng dẫn

Nội dung tài liệu này bao gồm các nội dung sau:

Phần 1: Các nội dung trọng tâm của môn học Bao gồm các nội dung trọng tâm

của môn học được xác định dựa trên mục tiêu học tập, nghĩa là các kiến thức hoặc

kỹ năng cốt lõi mà người học cần có được khi hoàn thành môn học

Phần 2: Cách thức ôn tập Mô tả cách thức để hệ thống hóa kiến thức và luyện tập

kỹ năng để đạt được những nội dung trọng tâm

Phần 3: Hướng dẫn làm bài kiểm tra Mô tả hình thức kiểm tra và đề thi, hướng

dẫn cách làm bài và trình bày bài làm và lưu ý về những sai sót thường gặp, hoặc những nỗ lực có thể được đánh giá cao trong bài làm

Phần 4: Đề thi mẫu và đáp án Cung cấp một đề thi mẫu và đáp án, có tính chất

minh hoạ nhằm giúp học viên hình dung yêu cầu kiểm tra và cách thức làm bài thi

PHẦN 1 CÁC NỘI DUNG TRỌNG TÂM

Chương 1: The role of Marketing

 The functions of marketing

A What is marketing?

 Some definitions of marketing

 Marketing Mix (4Ps)

 The old and new concepts of marketing

 5 conflicting management philosophies B Marketing planning

 What is Strategic marketing planning?

 Stage 3: Portfolio analysis

 Marketing strategies

Chương 2: Analysis of market opportunities

A Market research  An overview of the market research process

 Contact methods used in market research

B The market environment

 Market environment factors/ forces

 Competitors

 Publics

 Publics & PR activities

 How PR differs from advertising

Chương 3: Buyer behavior and market segmentation

A Buyer Behavior

1 Consumer Buyer behavior

 Model of buying behavior

 Factors affecting buyer behavior

 Buyer decision process

 3 types of Consumer buying behaviors

2 Organizational buyer behavior

 How organizational market classified

 Differences between Industrial & consumer market buying behavior

 Organizational buying process

 Organization Buying on Internet

B Market segmentation: Targeting & positioning

Step 1 Market segmentation & 4 bases

Step 2: Targeting of segments

 Factors should be considered when choosing a market-coverage strategy

Step 3: Positioning for competitive advantage

 Product Types and total product

 Product types & mix decisions

2 Branding decisions

 Branding decisions & Strategies

3 Product line decisions

 Potential product line development areas

 Product mix concepts and Strategies

B Product development decisions

 What is a new product?

 Why too many new products + completely new brand failed to convince customers?

2 New product strategies

a Acquiring new brands (Acquisition)

b Developing Me- too product strategies

c Reviving old product strategies

PRODUCT-LIFE CYCLE

Chương 5: Pricing

• Price

• How to set prices

A Factors to consider when setting prices

 What is a channel of distribution?

1 Types and Organizations

 Horizontal market systems

 Vertical Market systems

 Multi-channel Distribution system

2 Organizations of Distribution Channels

2.1 VMS

2.1.1 Corporate VMS

2.1.2 Contractual VMS

• Wholesaler-sponsored voluntary chains

• Retailer co-operatives retailer joined owned business

• Franchise organizations

a The manufacturer-sponsored retailer franchise system

b The manufacturer-sponsored wholesale franchise system

c Service-firm retailer franchise system

•  Advantages & Disadvantages of Franchise

3 MANAGING CHANNELS

Requirements:

A Selecting Channel Members

B Stimulating the channel members

C Appreciating the channel agents

• The importance of location

 Four- step Process in choosing a location

B Wholesaling and Retailing

• Retailing and types of Retailers

• Retail Marketing Decisions

• Wholesaling and functions

• Types of wholesalers

• What is the difference between wholesale and retail

• Wholesaler Marketing Decisions

A Communication and advertising

Choosing the message

 Press (newspapers & magazines)

 Commercials (Radio & TV)

AD Films Via mail Posters on hoardings

 Internet

 BASIC TERMS & CONCEPTS

B Personal selling

Selling styles

• What is Personal Selling?

• In what way personal selling styles differ?

• Sales-oriented Approach

• Customer- Oriented Approach

• Blake& Morton‟s selling styles Concepts/ 2 dimensions

• Classification of Sales Positions

• Tasks Performed by Salespeople

• Sales-Force Objectives

• Characteristics of a good salesperson

• Training Sales Representatives

• Motivating &Evaluating Sales Representatives

Selling tactics

 Five customer service tactics to increase sales

C Public Relations

 Publics and public relations

 Major Activities of PR Departments

D Sales Promotion

 What is sales promotion?

 Sales Promotion Objectives

 Major consumer sales promotion tools

Chương 8 International marketing

 The importance is International Marketing?

A Entering foreign markets

Market Entry Methods

1 Exporting (simplest way)

2 Thru Joint-ventures + 3 types

 Licensing/ Franchising

 Contracting

 Joint Venture

 International Joint Ventures

3 Direct Investment - Manufacturing Abroad

 Three Stages of Evolution

Learning from mistakes in foreign markets

 What have you learned?

B Global versus local marketing

 Difference between international strategy and global strategy

The world’s champion marketer: the Japanese?

 Key Reason : SKILLFUL USE OF MARKETING:

1 Selecting market

2 Entering market

3 Building market share

4 Protecting market share

Corporate versus subsidiary strategy

 Parent-subsidiary structure

PHẦN 2 CÁCH THỨC ÔN TẬP

Chương 1: Chương 1: The role of Marketing

 The functions of marketing

A What is marketing?

 Some definitions of marketing

 Marketing Mix (4Ps)

 The old and new concepts of marketing

 5 conflicting management philosophies B Marketing planning

 What is Strategic marketing planning?

 Stage 3: Portfolio analysis

o  Marketing strategies

o Đọc TLHT va 3 reading trang 13-14, 20-21,27-28, 42-43 o Làm bài tập đọc hiểu điền từ, true/ fase, câu hỏi trắc nghiệm, thao luân nhóm để nằm vững kiến thức R E VIS ION QU E S T IO N S ( C ÂU HỏI ÔN TậP ) 1 What is marketing? State the differences between the old and new concepts of marketing? What are the five conflicting management philosophies and focus of each concept? (Unit 1)

o 2 Talk about the steps in the strategic planning process What is a good mission statement? (Unit 1) Chương 2: Analysis of market opportunities

A Market research  An overview of the market research process  Contact methods used in market research

B The market environment

 Market environment factors/ forces

 Competitors

 Publics

 Publics & PR activities

o  How PR differs from advertising

o Đọc TLHT và Làm bài tập reading trang 48-49, 67-68 80, 81-63

o Làm bài tập đọc hiểu điền từ, true/ fase, câu hỏi trắc nghiệm, thảo luận

nhóm để nằm vững kiến thức

RE VIS ION QU E S T IO N S ( CÂU HỏI ÔN TậP )

Show how to collect primary and secondary data/information in doing market

research (Unit 2 )

Talk about the strengths and weaknesses of the three contact methods used in

market research- mail, telephone, and personal contacts What are the advantages and disadvantages of structured and unstructured surveys? (Unit 2)

Chương 3: Buyer behavior and market segmentation

A Buyer Behavior

1 Consumer Buyer behavior

 Model of buying behavior

 Factors affecting buyer behavior

 Buyer decision process

 3 types of Consumer buying behaviors

2 Organizational buyer behavior

 How organizational market classified

 Differences between Industrial & consumer market buying behavior

 Organizational buying process

 Organization Buying on Internet

B Market segmentation: Targeting & positioning

 Step 1 Market segmentation & 4 bases

1 Step2: Targeting of segments

 Factors should be considered when choosing a market-coverage strategy

2 Step3: Positioning for competitive advantage

 Strategies of positioning

 Steps to Choosing and Implementing a Positioning Strategy

o Đọc TLHT trang 86-116

o Làm bài tập vOC/ reading trang 85 , 95-97 ,99, 100-101, 110-112,

115-116, trao đổi kết quả với bạn học

R E VIS ION QU E S T IO N S ( C ÂU HỏI ÔN TậP )

State the three different types of consumer buying behavior: the product

features and product examples of each type.(Unit 3 )

Talk about the three market strategies and the advantages and disadvantages

of each method? ( Unit3)

o

Chương 4: Products

1 What is a Product?

 Product Types and total product

 Product types & mix decisions

2 Branding decisions

 Branding decisions process

 Branding decisions & Strategies

3 Product line decisions

 Potential product line development areas

 Product mix concepts and Strategies

B Product development decisions

 What is a new product?

 Why too many new products + completely new brand failed to convince customers?

 New product strategies

a Acquiring new brands (Acquisition)

b Developing Me- too product strategies

c Reviving old product strategies

PRODUCT-LIFE CYCLE

o Đọc TLHT trang 117-144

o Làm bài tập VOc/reading trang 118 , 123-125, 128-129, , 133-134,

139-140, 144-147, trao đổi kết quả với bạn học, bài tập trắc nghiệm , bài tập Thao luận nhóm để rà soát lại kiến thức

R E VIS ION QU E S T IO N S ( C ÂU HỏI ÔN TậP )

What is a branded product? Talk about the advantages of branded products

to producers and consumers What questions should be considered when proposing a name for a product? Give examples of product names that meet those requirements (Unit4)

How would you define brand, brand name, brand mark, trade mark, and

copyright? Talk about the different branding strategies that manufacturers could choose ( Unit 4)

Talk about the three product development strategies and their advantages and

disadvantages Which method(s) is (are) t5he most popular in Vietnam now? (Unit 4)

Chương 5: Pricing

• Price

• How to set prices

A Factors to consider when setting prices

o Làm bài tập Voc/reading, bài tập trắc nghiệm trang 149-150, 150-151

157-159 ,167-169, trao đổi kết quả với bạn học để rà soát lại kiến thức

R E VIS ION QU E S T IO N S ( C ÂU HỏI ÔN TậP )

Talk about the price-demand relationships In what situations do high prices

lead to high (demand) instead of low demand? (Unit 5)

Talk about the common price adjustment strategies and the situations in

which they are used Which strategy/strategies do you think is/are most used

by companies in your city/ country now? ( Unit 5)

Chương 6: Placing

B Distribution channels

 What is a channel of distribution?

3 Types and Organizations

 Horizontal market systems

 Vertical Market systems

 Multi-channel Distribution system

4 Organizations of Distribution Channels

2.1 VMS

2.1.1 Corporate VMS

2.1.2 Contractual VMS

• Wholesaler-sponsored voluntary chains

• Retailer co-operatives retailer joined owned business

• Franchise organizations

a The manufacturer-sponsored retailer franchise system

b The manufacturer-sponsored wholesale franchise system

c Service-firm retailer franchise system

•  Advantages & Disadvantages of Franchise

A Selecting Channel Members

B Stimulating the channel members

C Appreciating the channel agents

• The importance of location

 Four- step Process in choosing a location

B Wholesaling and Retailing

• Retailing and types of Retailers

• Retail Marketing Decisions

• Wholesaling and functions

• Types of wholesalers

• What is the difference between wholesale and retail

• Wholesaler Marketing Decisions

R E VIS ION QU E S T IO N S ( C ÂU HỏI ÔN TậP )

What is VMS? Talk about the types and organizations of VMS What are the advantages of VMS over the traditional distribution channels?(Unit 6)

What marketing decisions should be made by wholesalers regarding target markets and the marketing mix?(Unit 6)

Chương 7: Promotion

 Promotional Tools

C Communication and advertising

Choosing the message

 Press (newspapers & magazines)

 Commercials (Radio & TV)

AD Films Via mail Posters on hoardings

 Internet

 BASIC TERMS & CONCEPTS

D Personal selling

Selling styles

• What is Personal Selling?

• In what way personal selling styles differ?

• Sales-oriented Approach

• Customer- Oriented Approach

• Blake& Morton‟s selling styles Concepts/ 2 dimensions

• Classification of Sales Positions

• Tasks Performed by Salespeople

• Sales-Force Objectives

• Characteristics of a good salesperson

• Training Sales Representatives

• Motivating &Evaluating Sales Representatives

Selling tactics

 Five customer service tactics to increase sales

C Public Relations

 Publics and public relations

 Major Activities of PR Departments

E Sales Promotion

 What is sales promotion?

 Sales Promotion Objectives

 Major consumer sales promotion tools

o Đọc TLHT trang 205-239

o Làm bài tập VOC/ reading trang 207, 208-209 , 216-218,219-221,

233-235, 237-239 bài tập trắc nghiệm thảo luậnnhóm để rà soát lại kiến thức

R E VIS ION QU E S T IO N S ( C ÂU HỏI ÔN TậP )

What are the factors that need to be considered when formulating advertising

messages? Why do advertising messages delivered by famous people often achieve high attention and recall? (Unit 7)

What are the tools of media mix? State the advantages and disadvantages of

television, radio, and newspapers in advertising ((Unit 7)

Talk about the difference between hard –sell and soft-sell approaches Which

method do you prefer and why? (Unit 7)

Chương 8: International marketing

 The importance is International Marketing?

B Entering foreign markets

Market Entry Methods

1 Exporting (simplest way)

2 Thru Joint-ventures + 3 types

 Licensing/ Franchising

 Contracting

 Joint Venture

 International Joint Ventures

3 Direct Investment - Manufacturing Abroad

 Three Stages of Evolution

Learning from mistakes in foreign markets

 What have you learned?