H37 1 r 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.. Bao gồm các nội dung trọng tâm của môn học được x

TRƯỜNG ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH

KHOA NGOẠI NGỮ

LƯU HÀNH NỘI BỘ

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

PHỤ TRÁCH KHOA NGOẠI NGỮ Nguyễn Thúy Nga

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 coverage strategy

market-Step 3: Positioning for competitive advantage

 Strategies of positioning

 Steps to Choosing and Implementing a Positioning Strategy

 Conclusion

Chương 4: PRODUCTS

A Product types and mix decision

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

1 New Product Development

 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

An administered VMS

Conventional channels

Horizontal Marketing Systems (Conventional)

2.3 Multi-channel system

 Conventional Distribution Channel vs Vertical

Marketing Systems: Channel conflict

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

D 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

 3-stage AIDA model

Choosing the media (means of communications/adverts)

 Press (newspapers & magazines)

 Commercials (Radio & TV)

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

 Major Tools in Marketing PR

D Sales Promotion

 What is sales promotion?

 Sales Promotion Objectives

 Major consumer sales promotion tools

 Local Store Marketing

Chương 8 INTERNATIONAL MARKETING

 The importance is International Marketing?

 The Difference between Global Marketing and 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

 5 Mistakes to Avoid When Entering a Foreign Market

 What have you learned?

B Global versus local marketing

 Difference between international strategy and global strategy

 Achievements of Apple’s global marketing strategies in China

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

 How Do Multinational Companies Affect Local Businesses?

 Philosophy that makes Apple a Great Marketer

Phần 2

CÁCH THỨC ÔN TẬP

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

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

nghiệm, thảo luân nhóm để nắm vững kiến thức

 Revision questions (Câu 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)

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

 How PR differs from advertising

o Đọc TLHT

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

nghiệm, thảo luận nhóm để nằm vững kiến thức

 Revision questions (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

Step 2: Targeting of segments

 Factors should be considered when choosing a coverage strategy

market-Step 3: Positioning for competitive advantage

 Revision questions (Câu 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)

Chương 4: PRODUCTS

A Product types and mix decision

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

1 New Product Development

 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

o Đọc TLHT

o Làm bài tập VOc, trao đổi kết quả với bạn học, bài tập

trắc nghiệm, bài tập Thao luận nhóm để rà soát lại kiến thức

 Revision questions (Câu 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) the most popular in Vietnam now? (Unit 4)

Chương 5: PRICING

 Price

 How to set prices

A Factors to consider when setting prices

o Internal Factors

o External Factors

 Analysis of Price-Demand Relationship

o Làm bài tập Voc/reading, bài tập trắc nghiệm , trao đổi

kết quả với bạn học để rà soát lại kiến thức

 Revision questions (Câu 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

Distribution channels

 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

An administered VMS

Conventional channels

Horizontal Marketing Systems (Conventional)

2.4 Multi-channel system

 Conventional Distribution Channel vs Vertical

Marketing Systems: Channel conflict

2.3 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

D 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

o Làm bài tập VOC, bài tập trắc nghiệm Thảo luận nhóm

để rà soát lại kiến thức

 Revision questions (Câu 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

A Communication and advertising

Choosing the message

 3-stage AIDA model

Choosing the media (means of communications/adverts)

 Press (newspapers & magazines)

 Commercials (Radio & TV)

 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

 Major Tools in Marketing PR

D Sales Promotion

 What is sales promotion?

 Sales Promotion Objectives

 Major consumer sales promotion tools

 Local Store Marketing

o Local Store Marketing

o Đọc TLHT

o Làm bài tập VOC, bài tập trắc nghiệm thảo luận nhóm

để rà soát lại kiến thức

 Revision questions (Câu 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)