Ôn tập cuối kỳ tiếng anh chuyên ngành Marketing

Product is anything that can be offered to a market for consumption that might satisfy a (a)   or need.

Service is an activity, benefit, or satisfaction offered to a market that is (a)   (vô hình) and does not result in the ownership of anything

Tangible or Intangible product?

Groups:

(a) Tangible

,

(b) Intangible

• Shiseido sunscreen

• Toyota cars

• A financial consultant

• Vietravel Airlines

• A trip to Las Vegas

• Starbucks coffee

• Instagram account

• Apple iphones

Organize these options into the right categories

Groups:

(a) Consumer services

,

(b) Business services

,

(c) Public services

• Fire department

• Transportation

• Military services

• Financial services

• Wholesale and retail

• Education

Relative clauses

• who

• The Hershey chocolate__ you like comes from the United States.

• whose

• The insurance company __

  reputation is good has an office in London.

• that

• Do you know the financial consultant

  _____

  are standing outside the bank?

• which

• The Shiseido sunscreen

  ____ you gave me is very good.

• who

• The customers

  ________

  purchased the Starbucks coffee are from Japan.

Product life cycle

• Maturity

• When sales growth slows down and there is competition in

  the market.

• Product development

• When there are customer satisfaction and increasing profit.

• Growth

• When the sales growth is slow and there is not profit.

• Introduction

• When the company finds and develops a new idea.

• Decline

• When sales and profits decrease.

1There are 7 main stages of the new product development process: Idea generation, Screening new ideas, Concept development, Concept testing, Marketing strategy development, Test marketing, Commercialization.

• Concept testing

• calls for experiment with a group of target consumers to find out if the concepts have strong consumer appeal.

• Idea generation

• The systematic search for new-product ideas.

• Test marketing

• the marketer’s task is to develop this new product into alternative product concepts, find out how attractive each concept is to customers, and choose the best one.

• Screening new ideas

• The stage of new-product development in which the productØ  and its proposed marketing program are put on trial in realistic market settings.

• Concept development

• to spot good ideas and drop poor ones as soon as possible.

Match the following

• Captive product pricing

• Ø  making the prices of goods/services as cheap as possible

• Penetration pricing

• Ø  pricing one item very low and its complement very high

• Price skimming

• Ø  pricing goods at a very low price to encourage people to buy them - often the prices are later raised

• Premium pricing

• setting a high price for unique high-quality item

• Economy pricing

• Ø  setting a high price for an item where you have a competitive advantage

Types of shops

• chain store

• shops run by a single company with multiple locations around the country

• high – street shops

• large no-frills stores located outside the town center

• franchises

• small, independently owned stores selling essential products

• outlet stores

• independently owned shops licensed to trade under the same name

• convenience store

• shops located in the center of town

Ø  ​ (a)   : Large trucking firms offer everything from satellite tracking, internet-based shipment management, and logistics planning software to cross-border shipping operations.

​ (b)   Snapper, Toro, and other lawn mower manufacturers run their factories all year long and store up products for the heavy spring and summer buying seasons.

​ (c)   Walmart requires an electronic data interchange which links with its more than 100,000 suppliers through its Retail Link sales data system.

​ (d)   Producers and retailers carry only small inventories of parts or merchandise, often enough for only a few days of operations. New stocks arrive exactly when needed rather than being stored in inventory until being used.​ ​

• Transportation:
• Warehousing:
• Logistics information:
• Inventory management: