Thu Luan Nguyen – ISEF_2024

PART 1: MARKETING: CREATING CUSTOMER VALUE AND

ENGAGEMENT
1) Which of the following is NOT an accurate description of modern marketing?
A) Marketing is the creation of value for customers.
B) Marketing involves managing profitable customer relationships.
C) Marketing emphasizes selling and advertising exclusively.
D) Marketing involves satisfying customers' needs.
E) Marketing is building value-laden exchange relationships with customers.

2) Marketing is defined as a social and managerial process by which individuals and

organizations obtain what they need and want through ________.
A) research and development
B) innovation and creativity
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation

3) According to the five-step model of the marketing process, which of the following is
the final step in creating value for customers?
A) designing a customer-driven marketing strategy
B) understanding the marketplace and customer needs
C) constructing an integrated marketing program that delivers superior value
D) building profitable relationships and creating customer delight
E) capturing value from customers to create profit and customer equity

4) According to the five-step model of the marketing process, a company should

________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value to customers
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct an integrated marketing program

5) ________ are human needs that are shaped by culture and individual personality.
A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
 Thu Luan Nguyen – ISEF_2024

6) When backed by buying power, wants become ________.

A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges

7) A ________ is some combination of products, services, information, or experiences

provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix

8) When marketers set low expectations for a market offering, they run the risk of
________.
A) disappointing loyal customers
B) having to use an outside-in rather than an inside-out perspective
C) failing to attract enough customers
D) failing to understand their customers' needs
E) incorrectly identifying a target market

9) Consumer research, product development, communication, distribution, pricing, and

service are all core ________ activities.
A) positioning
B) marketing
C) outsourcing
D) production
E) logistics

10) The art and science of choosing target markets and building profitable relationships
with them is called ________.
A) marketing management
B) positioning
C) marketing mix
D) market offering
E) differentiation

11) Selecting which segments of a population to serve is called ________.

A) market segmentation
B) positioning
C) customization
 Thu Luan Nguyen – ISEF_2024

D) target marketing
E) differentiation

12) Cathy's Clothes is a small yet successful retail chain that sells women's clothing and
accessories with a focus on buyers who have relatively modest means. For this specific
purpose, the firm has rolled out several marketing initiatives aimed at women of a
specific demographic. This is an example of ________.
A) ambush marketing
B) social marketing
C) societal marketing
D) target marketing
E) cause marketing

13) An organic farmer has identified three distinct groups that might be interested in his
products: vegetarians, health-conscious individuals, and people identified as trendsetters
who try out new products in the market before others. These three groups are examples of
________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries

14) Which of the following refers to a set of benefits that a company promises to deliver
to customers to satisfy their needs?
A) customer lock-in
B) a cartel
C) marketing mix
D) value proposition
E) market segmentation

15) Which of the following marketing management orientations focuses primarily on

improving efficiencies along the supply chain?
A) production concept
B) product concept
C) selling concept
D) marketing concept
E) societal marketing concept

16) The ________ concept is aligned with the philosophy of continuous product
improvement and the belief that customers will choose products that offer the most in
quality, performance, and innovative features.
A) product
 Thu Luan Nguyen – ISEF_2024

B) production
C) societal marketing
D) marketing
E) selling

17) Which of the following is the aim of the product concept?

A) improve the marketing of a firm's best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers' demands
D) focus on making continuous product improvements
E) ensure that product promotion has the highest priority

18) Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced
further for increased consumer affordability. This reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing

19) Railroads were once operated based on the thinking that users wanted trains that
would offer the most in quality, performance, and innovative features. The railroad
managing companies overlooked the fact that there could be other modes of
transportation. This reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing

20) Which of the following marketing orientations calls for aggressive promotional
efforts and focuses on creating transactions rather than long-term customer relationships?
A) the marketing concept
B) the production concept
C) the product concept
D) the selling concept
E) the societal marketing concept
 Thu Luan Nguyen – ISEF_2024

21) Jolene's firm markets preplanning services for a mortician. She finds that most of her
target market avoids discussing future funeral needs. She convinces people to invest in
the firm's services through her large-scale promotional efforts. Jolene's firm most likely
practices the ________.
A) production concept
B) marketing concept
C) selling concept
D) product concept
E) societal marketing concept

22) Which of the following marketing orientations holds that achieving organizational
goals depends on knowing the needs and wants of target markets and delivering the
desired satisfactions better than competitors do?
A) the product concept
B) the production concept
C) the selling concept
D) the marketing concept
E) the societal marketing concept

23) The societal marketing concept seeks to establish a balance between ________.
A) customer lifetime value and customer equity
B) an inside-out perspective and an outside-in perspective
C) consumer short-run wants and consumer long-run welfare
D) marketing mixes and market offerings
E) customer-driven marketing and customer-driving marketing

24) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in
doing so they contribute to a national obesity epidemic and environmental problems.
These fast-food restaurants overlook the ________ philosophy.
A) marketing concept
B) product concept
C) production concept
D) societal marketing concept
E) selling concept

25) The set of marketing tools a firm uses to implement its marketing strategy is called
the ________.
A) promotion mix
B) product mix
C) marketing mix
D) market offering
E) marketing effort
 Thu Luan Nguyen – ISEF_2024

PART 2: MARKETING ENVIRONMENT AND MARKET RESEARCH

1) Dan has been directed to study the forces close to a company that affect its ability to
serve its customers, such as the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. In this instance, Dan has been directed to study the
________ of the company.
A) macroenvironment
B) microenvironment
C) technological environment
D) demographic environment
E) political environment

2) Sam has been directed to study the demographic, economic, political, and cultural
forces that affect an organization. In this instance, Sam has been directed to study the
________ of the organization.
A) macroenvironment
B) microenvironment
C) internal environment
D) marketing mix
E) marketing intermediaries

3) Sparex Inc. is a manufacturer of metal bolts that are used by Boilex Inc. to
manufacture heavy machineries. In this instance, Sparex acts as a ________.
A) financial intermediary
B) supplier
C) retailer
D) customer
E) local public

4) Maria works for Sigma Inc., a firm that helps companies target and promote their
products to the right markets. Sigma is most likely a ________.
A) financial intermediary
B) physical distribution firm
C) marketing services agency
D) reseller
E) wholesaler

5) The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently

studying the size, density, location, age, and occupation of its target market. Which of the
following environments is being studied in this scenario?
A) demographic environment
B) political environment
C) economic environment
D) technological environment
 Thu Luan Nguyen – ISEF_2024

E) cultural environment

6) The economic environment consists of economic factors that affect ________.

A) cultural patterns of communities
B) entrepreneurial orientation of a population
C) the quality of technological innovation
D) consumer purchasing power
E) the natural environment

7) As a consequence of the green movement, many companies are developing strategies

and practices that support ________.
A) government intervention
B) environmental sustainability
C) deregulation
D) mass marketing
E) rapid exploitation of natural resources

8) The ________ environment consists of laws, government agencies, and pressure

groups that influence or limit various organizations and individuals in a given society.
A) socio-legal
B) cultural
C) political
D) technological
E) economic

9) The ________ environment consists of institutions and other forces that affect a
society's basic values, perceptions, preferences, and behaviors.
A) social
B) cultural
C) political
D) physical
E) natural

10) ________ is the systematic design, collection, analysis, and reporting of data relevant
to a specific marketing situation facing an organization.
A) Product marketing
B) Strategic planning
C) Marketing research
D) Market segmentation
E) Causal research

11) Which of the following is true with regard to marketing research?

A) The marketing research process depends primarily on sophisticated internal databases.
 Thu Luan Nguyen – ISEF_2024

B) The marketing research process requires assessing macroeconomic forces.

C) Marketing research gives marketers insights into customer motivations.
D) Marketing research eliminates the need for a SWOT analysis.
E) Marketing research is a simple two-step process.

12) Which of the following is the first step in the marketing research process?
A) developing a marketing information system
B) defining the problem and objectives of the study
C) developing the research plan
D) implementing the research plan
E) interpreting and reporting the findings

13) The objective of causal research is to ________.

A) test hypotheses about cause-and-effect relationships
B) gather preliminary information that will help suggest hypotheses
C) describe things, such as the market potential for a product
D) assign a cause to a seemingly random event
E) predict the effect of a random event on unrelated entities

14) In ________ research, the objective is to gather preliminary information that will help
define the problem and suggest hypotheses.
A) exploratory
B) statistical
C) causal
D) analytic
E) descriptive

15) Akira Takano, a marketing manager, is about to test the hypothesis that the sale of a
particular product will increase exponentially if there is a $5 drop in the selling price of
the product. Akira is involved in ________ research.
A) exploratory
B) descriptive
C) causal
D) constructive
E) ethnographic

16) Secondary data consist of ________.

A) information collected for the specific purpose at hand
B) data that does not age
C) information that already exists somewhere, having been collected for another purpose
D) information collected from conducting personal, in-depth interviews
E) data that is unreliable and unsuitable for the purpose of making marketing decisions
 Thu Luan Nguyen – ISEF_2024

17) Primary data consist of ________.

A) data that does not age
B) data obtained from the public domain
C) information collected for the specific purpose at hand
D) information that already exists somewhere, having been collected for another purpose
E) information that is the least expensive and the easiest to obtain

18) Information collected from Internet search engines is an example of ________ data.
A) primary
B) secondary
C) binary
D) low-level
E) disposable

19) Commercial online databases are rich sources for obtaining ________.
A) primary data
B) secondary data
C) customer insights
D) low-level data
E) binary data

20) Which of the following is true about secondary data?

A) It is always current and, unlike primary data, it does not have to be updated.
B) Unlike primary data, it can be obtained by using direct surveys and questionnaires by
the company.
C) It cannot provide extra information a company is looking for.
D) It can be obtained more quickly and at a lower cost than primary data.
E) It requires more effort compared to gathering primary data.

21) While looking for ideas on how to craft a user-friendly dishwasher, the designers of a
dishwasher-manufacturing company spent 10 days observing people as they used their
dishwashers in their homes. In this instance, the designers were conducting a(n)
________.
A) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research

22) ________ involves gathering primary data by asking people questions about their
knowledge, attitudes, preferences, or buying behavior. It is the most widely used method
for primary data collection.
A) Experimental research
 Thu Luan Nguyen – ISEF_2024

B) Causal research
C) Ethnographic research
D) Survey research
E) Exploratory research

23) Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals,
Kinglo and Loopy, on different consumer groups. For the purpose of her study, she
divided 20 volunteers into two groups and asked the members of one group to have
Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She
decided to compare the responses of the volunteers after a week to gain deeper insights
into consumer attitude. In this instance, Juanita is using ________.
A) niche marketing
B) experimental research
C) product differentiation
D) ethnographic research
E) viral marketing

24) Which of the following contact methods is the most cost-effective?

A) telephone interviews
B) individual interviews
C) in-depth interviews
D) online surveys
E) group interviews

25) ________ consists of inviting 6 to 10 people to meet with a trained moderator to talk
about a product, service, or organization.
A) Telephone interviewing
B) Individual interviewing
C) A mail questionnaire
D) An online survey
E) Focus group interviewing

26) A(n) ________ is a segment of the population selected for marketing research to
represent the population as a whole.
A) focus group
B) immersion group
C) primary group
D) sample
E) secondary group

27) In collecting primary data, marketing researchers have a choice of two main research
instruments, ________.
A) reference books and journals
 Thu Luan Nguyen – ISEF_2024

B) questionnaires and mechanical devices

C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs

28) Which of the following is an example of an open-ended question?

A) How is voting going to help the nation?
B) Do you like driving on the highway?
C) How many children do you have?
D) Would you like to try a sample?
E) Are your friends in town?

29) ________ refers to the measurement of brain activity to learn how consumers feel
and respond.
A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics

PART 3: CONSUMER BUYER BEHAVIOURS

1) Individuals and households that buy or acquire goods and services for personal
consumption make up the ________.
A) consumer market
B) market offering
C) market mix
D) subculture
E) social class

2) Which of the following is one of the other stimuli present in a buyer's environment
apart from a marketing stimuli?
A) product stimuli
B) cultural stimuli
C) price stimuli
D) place stimuli
E) promotion stimuli

3) According to the model of buyer behavior, which of the following is one of the two
primary parts of a "buyer's black box"?
A) technological stimuli
B) buyer's decision process
C) buyer's spending habits
 Thu Luan Nguyen – ISEF_2024

D) social stimuli
E) promotion stimuli

4) Each culture contains smaller ________, or groups of people with shared value
systems based on common life experiences and situations.
A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks

5) Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She
actively shares her knowledge with a wide group of friends and colleagues about where
to shop for the latest fashion at great deals. Most of her friends and colleagues follow her
fashion tips. Rachel portrays the image of a(n) ________.
A) surrogate consumer
B) lagging adopter
C) opinion leader
D) brand personality
E) social networker

6) Opinion leaders are also referred to as ________.

A) influencers
B) lower uppers
C) innovators
D) lagging adopters
E) surrogate consumers

7) A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle
stage, occupation, economic situation, lifestyle, personality, and self-concept.
A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics

8) ________ is a person's pattern of living as expressed in his/her psychographics, and it

includes the individual's activities, interests, and opinions.
A) Personality
B) Culture
C) Lifestyle
D) Motive
E) Social class
 Thu Luan Nguyen – ISEF_2024

9) The latest trend in the United States involves rediscovering the benefits of home-
cooked food and the use of organic ingredients. People are choosing to spend hours in the
kitchen using only the freshest ingredients to cook healthy and nutritious meals. This
change in ________ is one of the reasons for the increasing demand for organic
ingredients.
A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle

10) Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes
ideal for hiking and other outdoor activities. Which of the following brand personalities
could be best associated with the new brand?
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness

11) Harley-Davidson promotes its motorcycles with images of independence, freedom,

and power. Harley-Davidson has created a ________.
A) motive
B) life-cycle stage
C) self-concept
D) brand personality
E) self-actualization need

12) A ________ is a need that is sufficiently pressing to direct a person to seek

satisfaction.
A) stimulus
B) perception
C) culture
D) motive
E) tradition

13) Maslow's theory is that ________ can be arranged in a hierarchy.

A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions
 Thu Luan Nguyen – ISEF_2024

14) Which of the following is NOT part of Maslow's hierarchy of needs?

A) physiological needs
B) safety needs
C) spiritual needs
D) esteem needs
E) social needs

15) People cannot focus on all of the stimuli that surround them each day. A person's
tendency to screen out most of the information is called ________.
A) subliminal retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive inertia

16) An invitation to go skiing over the weekend forced Donna to look at her current
wardrobe. She realized that she required a warmer coat. Which of the following stages of
the buyer decision process does Donna exemplify?
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search

PART 4: GENERAL MARKETING STRATEGY

1) A ________ documents an organization's purpose—what it wants to accomplish in the
larger environment.
A) vision statement
B) mission statement
C) business portfolio
D) value proposition
E) product strategy

2) A mission statement serves as a ________.

A) statement of the organization's net profits
B) plan for short-term sustainability
C) statement of the organization's purpose
D) statement of the organization's current liabilities
E) reward plan for the organization's highly-skilled employees

3) The collection of businesses and products that make up a company is called its
 Thu Luan Nguyen – ISEF_2024

________.
A) strategic business unit
B) supply chain
C) strategic plan
D) business portfolio
E) internal value chain

4) According to the Boston Consulting Group approach, ________ provides a measure of

market attractiveness.
A) product attribute
B) product design
C) market penetration
D) market growth rate
E) market segmentation

5) According to the Boston Consulting Group approach, ________ serves as a measure of

company strength in the market.
A) relative market share
B) product development
C) market diversification
D) product attribute
E) market segmentation

6) ________ are low-growth, high-share businesses/products that need less investment to

hold their market share.
A) Stars
B) Cash cows
C) Question marks
D) Dogs
E) Bears

7) Which of the following is true with regard to cash cows?

A) They are high-growth, high-share businesses or products.
B) They can be used to help finance the company's question marks and stars.
C) They require significant cash to maintain market share.
D) They are low-share businesses and products.
E) They do not promise to be large sources of cash.

8) The pharmaceuticals division of Omni Healthcare holds low market share in a high-
growth market. According to the BCG matrix, the pharmaceuticals division of Omni can
be classified as a ________.
A) star
B) bear
 Thu Luan Nguyen – ISEF_2024

C) question mark
D) cash cow
E) dog

9) Making more sales to current customers without changing a firm's products is known
as ________.
A) market segmentation
B) market penetration
C) product diversification
D) product development
E) prospecting

10) Lark Inc., an American electronics company, is currently reviewing new geographical
markets to sell its highly popular televisions. By 2020, it plans to open new stores across
all the major South Asian cities. Lark is most likely following a ________ strategy.
A) local marketing
B) market development
C) diversification
D) product adaptation
E) product development

11) Phoenix, a popular coffee shop chain in North America, recently opened 400 stores to
cater to its rapidly increasing number of patrons. This exemplifies ________.
A) product differentiation
B) product development
C) diversification
D) market penetration
E) market segmentation

12) Amor, a successful brand of women's clothing, recently introduced a line of fitness
equipment. This is an example of ________.
A) mass customization
B) niche marketing
C) diversification
D) prospecting
E) product adaptation

13) Sunny Brews is a coffeehouse chain based in Boston. It recently introduced Eva, a
mild roast, which became immensely popular. This exemplifies ________.
A) benchmarking
B) diversification
C) mass customization
 Thu Luan Nguyen – ISEF_2024

D) product development
E) downsizing

14) Elmo Corp., a manufacturer of personal computers and printers, recently established
an office furniture exporting business. This is an example of ________.
A) niche marketing
B) local marketing
C) diversification
D) product adaptation
E) downsizing

15) FencePro, a local company, has developed an entirely new mounting system for chain
link fences. After acquiring a distributor, FencePro now has the ability to market its
products nationwide. FencePro is most likely following a ________ strategy.
A) market penetration
B) market development
C) downsizing
D) product adaptation
E) product development

16) Which of the following is NOT an element of the marketing mix?

A) place
B) purchase
C) product
D) price
E) promotion

17) Which of the following is true with regard to a market segment?

A) A market segment consists of consumers with dissimilar needs and preferences.
B) A market segment consists of consumers who respond in a similar way to a given set
of marketing efforts.
C) Very few markets have segments.
D) Dividing the market into segments decreases the efficiency of the selling process.
E) Dividing the market into segments reduces composite demand.

18) Crocus, a gift store, specializes in serving customer segments that major competitors
overlook and ignore. Which of the following best describes Crocus?
A) market follower
B) market challenger
C) early adopter
D) market nicher
E) laggard
 Thu Luan Nguyen – ISEF_2024

19) Arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers is known as ________.
A) positioning
B) segmenting
C) diversifying
D) prospecting
E) satisficing

20) Which of the following Ps in the marketing mix describes the goods-and-services
combination the company offers to the target market?
A) price
B) promotion
C) product
D) place
E) package

21) In the context of a company's marketing mix, ________ includes company activities
that make the product available to target consumers.
A) position
B) place
C) price
D) promotion
E) branding

22) In the marketing mix, design, packaging, services, and variety can be categorized
under ________.
A) product
B) price
C) promotion
D) place
E) position

23) ________ refers to activities that communicate the benefits of the product and
persuade target customers to buy it.
A) Position
B) Promotion
C) Pricing
D) Segmentation
E) Prospecting

PART 5: PRODUCT AND BRAND

1) Which of the following is true with regard to services?
 Thu Luan Nguyen – ISEF_2024

A) Services refer to purely tangible products.

B) Services are a form of product that consists of activities, benefits, or satisfactions
offered for sale.
C) Services can be stored for later use.
D) Services can be easily separated from their providers.
E) Services are tangible product offerings whose quality can be easily measured.

2) Product planners need to consider products and services on three levels. Each level
adds more customer value. The most basic level is the ________, which addresses the
question, "What is the buyer really buying?"
A) an actual product
B) an augmented product
C) core customer value
D) co-branding
E) exchange value

3) Product planners need to consider products and services on three levels. At the second
level, product planners must ________.
A) offer additional product support and after-sale services
B) identify the core customer value that consumers seek from the product
C) turn the core benefit into an actual product
D) find out how they can create the most satisfying brand experience
E) define the problem-solving benefits or services that consumers seek

4) Product planners need to consider products and services on three levels. At the third
level, product planners must build ________.
A) an actual product
B) an augmented product
C) core customer value
D) a brand personality
E) a basic product

5) Consumer products refer to ________.

A) products purchased by consumers for further processing or for use in conducting a
business
B) products and services bought by final consumers for personal consumption
C) primarily intangible offerings from marketers
D) raw materials as well as manufactured materials and parts
E) products that aid in the consumer's production or operations, including installations
and accessory equipment

6) ________ are consumer products and services that customers usually buy frequently,
immediately, and with minimal comparison and buying effort.
 Thu Luan Nguyen – ISEF_2024

A) Unsought products
B) Capital items
C) Shopping products
D) Convenience products
E) Supplies and repair services

7) Which of the following is an example of a convenience product?

A) fast food
B) diamond ring
C) furniture
D) life insurance
E) refrigerator

8) A hickory rocking chair, handmade by an Amish woodcarver in Lancaster,

Pennsylvania from locally grown wood, is an example of a ________.
A) convenience product
B) capital item
C) specialty product
D) service
E) product attribute

9) Erica wants to replace her old washing machine with a new one. In order to get the
maximum value for her money, she plans to spend substantial time and effort in gathering
information and making product comparisons before making the actual purchase. In this
instance, Erica is planning to buy a(n) ________ product.
A) convenience
B) unsought
C) specialty
D) shopping
E) exclusive

10) Developing a product or service involves defining the benefits that it will offer. These
benefits are communicated and delivered by ________.
A) product labels
B) product attributes
C) support services
D) product packaging
E) branding

11) A ________ is a name, term, sign, symbol, design, or a combination of these, that
identifies the maker or seller of a product or service.
A) feature
B) brand
 Thu Luan Nguyen – ISEF_2024

C) line extension
D) package
E) value chain

12) A ________ is a group of products that are closely related because they function in a
similar manner, are sold to the same customer groups, are marketed through the same
type of outlets, or fall within given price ranges.
A) product line
B) line extension
C) private brand
D) multibrand
E) new brand

13) Titan Inc., an automobile manufacturer based in Utah, recently added two new
models to its existing line of sedans in order to increase profits and satisfy dealers. This is
an example of ________.
A) line filling
B) social marketing
C) market diversification
D) negative brand equity
E) person marketing

14) Proton Corp. is an automobile manufacturer known for producing efficient, durable,
and low-priced cars. Recently, the company launched a new range of luxury cars to
broaden its market appeal and to add prestige to its existing line of cars. This is an
example of ________.
A) social marketing
B) product line filling
C) product line stretching
D) internal marketing
E) cannibalization

15) BlueFin canned tuna has higher sales than its unbranded rival, even though the
unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has
________.
A) an aggressive brand personality
B) high brand equity
C) no brand commitment
D) negative brand equity
E) low brand relevance

16) Which of the following is the lowest level on which marketers can position their
 Thu Luan Nguyen – ISEF_2024

brands in target customers' minds?

A) beliefs and values
B) product benefits
C) product attributes
D) after-sale services
E) brand equity

17) The strongest brands are positioned on ________.

A) desirable benefit
B) good packaging
C) service inseparability
D) strong beliefs and values
E) product attributes

18) Gainville Inc. manufactures Android phones. Each new Gainville phone launch
advances the cause of democratizing technology. Gainville, an expert in fostering
customer community, engages customers at a deep, emotional level, and has been ranked
one of the Breakaway Brands by the brand consultancy Kendell Associates. Gainville is
most likely positioned on ________.
A) basic product attributes
B) short-term benefits
C) service variability
D) self-image enhancement
E) strong beliefs and values

19) An increasing number of retailers and wholesalers have created their own ________,
also called store brands.
A) national brand
B) support brand
C) private brand
D) generic brand
E) manufacturer's brand

20) Some companies obtain the rights to use the names or symbols previously created by
other manufacturers for a fee. This process is known as ________.
A) multibranding
B) positioning
C) segmenting
D) co-branding
E) licensing

21) Which of the following is an advantage offered by co-branding?

A) Manufacturers do not have to invest in creating their own brand names with co-
 Thu Luan Nguyen – ISEF_2024

branding.
B) Co-branding allows retailers to sell exclusive products that cannot be purchased from
competitors.
C) Co-branding allows a company to expand its existing brand into a category it might
otherwise have difficulty entering alone.
D) Co-branding dilutes brand equity and increases the appeal of store brands.
E) Co-branding does not involve complex legal contracts and licenses.

22) Which of the following is a potential drawback of multibranding?

A) Multibranding tends to decrease brand loyalty.
B) Company resources are likely to be concentrated on a single brand.
C) Multibranding curbs the growth opportunities of established brands.
D) Each brand might obtain only a small market share, and none may be very profitable.
E) Multibranding causes companies to refrain from product diversification.

PART 6: PRICING STRATEGIES

1) ________ refers to the amount of money charged for a product or service.
A) Value
B) Cost
C) Price
D) Wage
E) Salary

2) What sets the floor for product prices?

A) consumer perceptions of the product's value
B) product costs
C) competitors' strategies
D) advertising budgets
E) market competition

3) ________ pricing uses buyers' perceptions of value as the key to pricing.

A) Customer value-based
B) Cost-based
C) Time-based
D) Markup
E) Target return

4) Which of the following is true of value-based pricing?

A) The targeted value and price drive decisions about what costs can be incurred and the
resulting product design.
B) Value-based pricing is mostly product driven.
C) Value-based pricing involves setting prices based on the costs of producing,
distributing, and selling the product plus a fair rate of return for its effort and risk.
 Thu Luan Nguyen – ISEF_2024

D) The marketer usually designs a product and marketing program and then sets the
price.
E) A company using value-based pricing designs what it considers to be a good product,
adds up the costs of making the product, and sets a price that covers costs plus a target
profit.

5) A pharmaceutical company in Utah recently released a new and expensive anti-ulcer

drug in the market. The company justifies the high price of the drug by claiming that it is
highly effective for treating all kinds of ulcers. The company also claims that the new
drug will help bring down the need for invasive surgeries, an additional benefit for
patients. Which of the following pricing strategies is the pharmaceutical company most
likely using in this instance?
A) target pricing
B) markup pricing
C) cost-based pricing
D) value-based pricing
E) break-even pricing

6) Retailers such as Costco and Walmart charge a constant, daily low price with few or
no temporary price discounts. This is an example of ________ pricing.
A) competition-based
B) everyday low
C) cost-plus
D) break-even
E) penetration

7) Bon Vivant offers an assortment of exclusive French wines at incredibly low prices.
These prices are neither limited-time offers nor special discounts, but represent the daily
prices of products sold by Bon Vivant. This reflects Bon Vivant's ________ pricing
strategy.
A) everyday low
B) markup
C) penetration
D) break-even
E) cost-based

8) ________ pricing involves charging higher prices on an everyday basis but running
frequent promotions to lower prices temporarily on selected items.
A) High-low
B) Everyday low
C) Cost-plus
D) Break-even
E) Penetration
 Thu Luan Nguyen – ISEF_2024

9) Which of the following is true with regard to value-added pricing?

A) Companies that practice value-added pricing typically match the competition by
cutting prices.
B) Companies practicing value-added pricing differentiate their offers by attaching value-
added features to offerings that, in turn, justify higher prices.
C) The intrinsic value of products sold by companies practicing value-added pricing is far
less than their actual selling price.
D) Companies practicing value-added pricing primarily rely on cost differentiation.
E) Value-added pricing is the most suitable pricing strategy in pure monopolies.

10) In an effort to differentiate its offerings from its competitors, Pegasus Computers
decided to add an extra USB port in all its laptops besides providing a free pair of Delphi
power bass headphones with every Pegasus laptop. Although the additional features
increased the price of the laptops by $500, Pegasus was confident that the strategy would
help boost demand for its laptops substantially. This is an example of ________.
A) good-value pricing
B) markup pricing
C) break-even pricing
D) value-added pricing
E) cost-based pricing

11) A company must pay each month's bills for rent, heat, interest, and executive salaries
regardless of the company's level of output. This exemplifies its ________ costs.
A) fixed
B) variable
C) target
D) total
E) unit

12) Which of the following is most likely a fixed cost?

A) sales representative commissions
B) product distribution costs
C) manufacturing input costs
D) temporary worker salaries
E) facility rental payments

13) In 2011, the fixed costs of a company were $500,000, and its variable costs equaled
$150,000. In 2010, the company made an annual profit of $200,000. It has been predicted
that, despite a steady growth, the company's variable costs will likely equal $300,000 by
2013. The total costs of the company in 2011 were ________.
A) $350,000
B) $450,000
 Thu Luan Nguyen – ISEF_2024

C) $650,000
D) $800,000
E) $950,000

14) The total production costs at Kellner Machine Works are $87,000 out of which
$45,000 represent fixed costs. Which of the following is representative of the variable
costs incurred by the company?
A) $35,000
B) $42,000
C) $45,000
D) $87,000
E) $132,000

15) The fixed cost in manufacturing a single LED monitor is $40 and the variable cost is
$12. If the company expects to manufacture 5,000 monitors, the total costs would be
________.
A) $60,000
B) $200,000
C) $260,000
D) $420,000
E) $500,000

16) As production moves up, the average cost per unit decreases because ________.
A) variable costs decrease
B) of increasing diseconomies of scale
C) fixed costs are spread over more units
D) overhead costs decrease
E) revenue increases

17) A cell phone manufacturing firm produced 1,000 cell phones a day but believed that
it could reasonably step up production to 2,000 cell phones a day. Consequently, it built a
larger plant and installed efficient machinery and work arrangements to realize the
projected output. Which of the following can most likely be inferred from this
information?
A) The unit cost of producing 2,000 cell phones per day would be twice that of the unit
cost of producing 1,000 units per day.
B) A production plant with the capacity of producing 5,000 cell phones a day would be
most efficient.
C) The unit cost of producing 2,000 cell phones per day would be lower than the unit cost
of producing 1,000 units per day.
D) A 2,000-capacity production plant would be less efficient because of increasing
diseconomies of scale.
E) The fixed costs of the firm are more likely to increase with the increase in output.
 Thu Luan Nguyen – ISEF_2024

18) As production workers become better organized and more familiar with equipment,
the average cost per unit tends to decrease with the ________.
A) increase in the diseconomies of scale
B) accumulated production experience
C) decrease in the economies of scale
D) increase in derived demand
E) increase in primary demand

19) The experience curve reveals that ________.

A) repetition in production has no visible impact on production costs
B) repetition in production enhances efficiency
C) the average cost of production remains the same with accumulated production
experience
D) repetition in production adds to the costs and thereby increases the prices of outputs
E) the average cost of production increases with accumulated production experience

20) Cost-plus pricing ________.

A) is a complex pricing method
B) involves pricing that accurately reflects production costs
C) involves adding a standard markup for profit
D) aims at breaking even on the costs of making and marketing a product
E) is a value-based pricing method

21) Herbie Inc., a firm manufacturing sandwich makers, has fixed costs of $250,000,
variable costs of $20 per unit of output, and expected unit sales of 50,000 units. What is
the unit cost of a sandwich maker manufactured by Herbie?
A) $15
B) $25
C) $30
D) $50
E) $75

22) Samsung Mobile plans to launch a new phone with a unit cost of $270 and wants to
earn a 10 percent markup on its sales. Samsung's markup price is ________.
A) $275
B) $280
C) $295
D) $300
E) $335

23) A company faces fixed costs of $100,000 and variable costs of $8 per unit. It plans to
directly sell its product in the market for $12. How many units must it produce and sell to
 Thu Luan Nguyen – ISEF_2024

break even?
A) 20,000
B) 25,000
C) 30,000
D) 35,000
E) 40,000

24) Elmo Inc., a global conglomerate, designed the ElBrush, an electric toothbrush.
Sensing market demand for the electric toothbrush, Elmo started with an ideal selling
price of $3 based on customer value considerations and then targeted costs to ensure that
the price was met. This exemplifies ________.
A) competition-based pricing
B) cost-plus pricing
C) target costing
D) everyday low pricing
E) high-low pricing

25) Midnight Magic, a perfume manufacturing company, plans to release a new fragrance
during the holiday season at $99 per bottle. The company intends to bring the price down
to $49 within six months of its release to attract buyers who couldn't afford the initial
price. Which of the following pricing strategies is Midnight Magic using?
A) market-penetration pricing
B) market-skimming pricing
C) competitive pricing
D) cost-plus pricing
E) product-line pricing

26) In a bid to attract more customers in a market that has several competitors,
Barrymore's Bakery slashed the prices of all its products by 50 percent. Managers at the
firm reasoned that lower prices would draw in even more customers, making up for the
reduction in price several times over. Which of the following pricing strategies are they
using?
A) market-skimming pricing
B) market-penetration pricing
C) captive-product pricing
D) cash discount pricing
E) by-product pricing

27) Tone Zone plans to introduce four mp3 player models over the next year. These
models range from basic players at $99 per unit, to more sophisticated players at $399 per
unit. The more features a model has, the more expensive it is. What pricing strategy is
Tone Zone using for its range of mp3 players?
A) product line pricing
 Thu Luan Nguyen – ISEF_2024

B) product bundle pricing

C) captive product pricing
D) by-product pricing
E) optional product pricing

28) Which of the following product mix pricing strategies involves pricing additional or
accessory products sold along with the main product?
A) inclusive product pricing
B) exclusive product pricing
C) by-product pricing
D) product bundle pricing
E) optional-product pricing

29) Which of the following product mix pricing strategies did Polaroid use when it set the
general price range of its cameras low and the markup on its film high?
A) product-segmented pricing
B) by-product pricing
C) customer-segmented pricing
D) captive product pricing
E) product bundling pricing

30) Using ________ pricing, companies are able to turn their trash into cash, allowing
them to make the price of their main product more competitive.
A) product bundle
B) optional product
C) captive product
D) by-product
E) product line

PART 7 PROMOTION (COMMUNICATIONS)

1) Which of the following promotion categories is most likely to include the use of
displays, discounts, coupons, and demonstrations?
A) sales promotion
B) direct marketing
C) horizontal diversification
D) public relations
E) advertising

2) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its
products to wholesalers and individual customers. This is an example of ________.
A) sales promotion
B) personal selling
 Thu Luan Nguyen – ISEF_2024

C) public relations
D) direct marketing
E) advertising

3) Which of the following promotion categories is most likely to use the promotion tools
of press releases, sponsorships, events, and Web pages?
A) sales promotion
B) direct marketing
C) advertising
D) public relations
E) horizontal diversification

4) Which of the following is a specialized and highly targeted media selection that an
advertiser might use to reach smaller customer segments?
A) radio
B) magazines
C) newspapers
D) network television
E) online social networks

5) Companies are doing less ________ and more ________ as a result of the explosive
developments in communication technologies to better target smaller customer segments.
A) personal selling; digital activities
B) public relations activities; digital activities
C) digital activities; mass marketing
D) mass marketing; engagement marketing
E) viral marketing; word-of-mouth marketing

6) Delia's is a clothing retailer that targets teenage girls. The company runs coordinated
promotions for its catalogs, Web site, and retail outlets. It uses the same models in its
catalog, print ads, and Web site. Delia's works to make sure its public relations activities
as well as its sales promotions harmonize with its advertising in all aspects. From this
information, we can infer that Delia's is using ________.
A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing

7) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services
by an identified sponsor is called ________.
A) sales promotion
B) direct marketing
 Thu Luan Nguyen – ISEF_2024

C) advertising
D) personal selling
E) public relations

8) Competitive parity and task methods are considered when making decisions about
________.
A) sales objectives
B) budget
C) message structure
D) media selection
E) message effectiveness

9) When P&G developed the Mr. Clean Magic Eraser, the company needed to explain
how the product cleans grime from walls without removing paint. What type of campaign
was most likely used by P&G for the Mr. Clean Magic Eraser?
A) informative advertising
B) persuasive advertising
C) reminder advertising
D) developmental advertising
E) comparative advertising

10) Persuasive advertising becomes ________ advertising when a company directly or

indirectly compares its brand with one or more other brands.
A) informative
B) reminder
C) comparative
D) covert
E) institutional

11) Encouraging customers to switch brands is most likely the objective of ________
advertising.
A) informative
B) reminder
C) covert
D) persuasive
E) institutional

12) Keeping the brand in a customer's mind during off-seasons is most likely a goal of
________ advertising.
A) reminder
B) attack
C) informative
D) covert
 Thu Luan Nguyen – ISEF_2024

E) competitive

13) A product in the maturity stage will most likely require ________ advertising.
A) informative
B) comparative
C) persuasive
D) reminder
E) covert

14) Which of the following most likely requires the smallest advertising budget?
A) products in competitive markets
B) undifferentiated brands
C) new products
D) low-share brands
E) mature brands

15) The aim of ________ is to make an advertisement so useful or entertaining that

people want to watch it.
A) branded entertainment
B) advertainment
C) viral marketing
D) buzz marketing
E) word-of-mouth advertising

16) Coca-Cola cups prominently featured on episodes of American Idol are an example
of ________.
A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement

17) An ad for a new air-fryer shows a busy professional couples using the air-fryer to
cook dinner for their family. Which of the following message execution styles is
illustrated in this example?
A) testimonial evidence
B) slice of life
C) fantasy
D) scientific evidence
E) mood or image

18) Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of
cosmetics. This message execution style is referred to as ________.
 Thu Luan Nguyen – ISEF_2024

A) lifestyle
B) testimonial evidence
C) image
D) technical expertise
E) personality symbol

19) Apple used an album by the band U2 to promote the Apple Watch announcement.
Which of the following message execution styles is illustrated in this example?
A) personality symbol
B) musical
C) fantasy
D) lifestyle
E) slice of life

20) The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its
primary character. Which message execution style is used by McDonald's?
A) technical expertise
B) lifestyle
C) personality symbol
D) image
E) slice of life

21) Which of the following is illustrated by an amateur 30-second video, developed by a

consumer, telling the story of the online crafts marketplace, [Link]?
A) personal selling
B) consumer-generated messages
C) consumer ethnocentrism
D) sales promotion
E) consumerism

22) Snappy Cameras is launching a new advertising campaign to demonstrate the high
quality of its digital cameras. Which media option would give the audience the most
control over exposure to the ads and interactive capabilities?
A) the Internet
B) newspaper
C) TV
D) radio
E) billboard

23) One of the functions performed by a PR department is ________, which involves

building and maintaining relations with legislators and government officials to influence
legislation and regulation.
A) direct marketing
 Thu Luan Nguyen – ISEF_2024

B) press relations management

C) investor relations management
D) lobbying
E) public affairs management

24) ________ consists of short-term incentives to encourage the purchase of a product or

service.
A) Value selling
B) Conditional sale
C) Advertising
D) Sales promotion
E) Benchmarking

II. SHORT ANSWER

1) Briefly compare and contrast the concepts. How do these concepts relate to
marketing practices?
- Needs : Needs are a basic part of human makeup; they are not created by marketers.
Humans have a basic physical need for food, clothing, warmth, and safety; a basic social
need for belonging and affection; and a basic individual need for knowledge and self-
expression.
-Wants: Desire for specific needs; wants are shaped by one's society, individual
personality, cultural values as well as marketing programs.
Ex: humans need food but want more coffee and donuts from restaurants. => Wants
satisfy needs.
-Demands : Wants become demands when they are backed by consumers' buying power.
For example, an American with ten dollars needs food, wants a Big Mac and soft drink,
and demands lunch at McDonald's.
Customers demand products which will benefit them the most and give them the greatest
value and satisfaction.

 Needs, wants, and demands are related to marketing practices because they tell
marketers about the buying patterns and purchasing power of customers and give
marketers an idea of what appeals to customers and then they will attempt to fulfill
customers' wants and demands through their market offerings.

2) What is a growth-share matrix? Discuss a specific matrix.

The growth share matrix is a portfolio ( danh mục, hồ sơ) management framework that
helps companies decide how to prioritize their different businesses based on market share
and growth rate. Using the now-classic Boston Consulting Group (BCG) approach, a
company classifies all its SBUs according to the growth-share matrix .On the vertical
 Thu Luan Nguyen – ISEF_2024

axis, market growth rate provides a measure of market attractiveness. On the horizontal
axis, relative market share serves as a measure of company strength in the market.
The growth-share matrix defines four types of SBUs:
 Stars. (high-growth, high-share businesses or products) : They often need heavy
investments to finance their rapid growth. Eventually their growth will slow
down, and they will turn into cash cows.
 Cash cows. (low-growth, high-share). These established and successful SBUs
need less investment to hold their market share. Thus, they produce a lot of the
cash that the company uses to pay its bills and support other SBUs that need
investment.
 Question marks. (low-share business in the high-growth market). They require
a lot of cash to hold their share, let alone increase it. Managers has to think hard
about which question marks it should try to build into stars and which should be
phased out.
 Dogs. (low-growth, low-share ). They may generate enough cash to maintain
themselves but do not promise to be large sources of cash.

1. Stars

High Market Growth and Market Share

Examples:

 Fresh Milk: Vinamilk’s fresh milk products are highly popular in Vietnam and
are seeing strong growth due to increasing consumer demand for healthier and
fresher options.
 Yogurt: Yogurt is another product category experiencing high market growth,
driven by health-conscious consumers looking for probiotic benefits.

Strategic Implications:

 Investment Focus: Vinamilk should continue investing in these product lines to

maintain their market leadership and capitalize on the growing demand. This
includes marketing, product innovation, and expanding production capacity.

2. Question Marks

High Market Growth, Low Market Share

Examples:
 Thu Luan Nguyen – ISEF_2024

 Plant-Based Dairy Alternatives: This segment is experiencing rapid growth

globally due to the rise in veganism and lactose intolerance, but Vinamilk’s market
share is currently limited.
 Organic Dairy Products: Although there is a growing market for organic
products, Vinamilk’s presence in this segment is still emerging.

Strategic Implications:

 Selective Investment: Vinamilk should evaluate the potential of these categories

to become future Stars. If the prospects are promising, increased investment in
marketing and R&D is warranted. Alternatively, if market dominance seems
unattainable, resources might be better allocated elsewhere.

3. Cash Cows

Low Market Growth, High Market Share

Examples:

 Condensed Milk: Vinamilk’s condensed milk products have a strong market

share and are a staple in Vietnamese households, but the growth rate is relatively
low.
 UHT (Ultra-High Temperature) Milk: This product category is well-established
with a steady demand but limited growth prospects.

Strategic Implications:

 Maximize Profits: These products generate steady cash flow with low investment
needs. Vinamilk should leverage these products to fund other high-growth areas
and maintain their market dominance through cost efficiencies and brand loyalty
initiatives.

4. Dogs

Low Market Growth, Low Market Share

Examples:

 Some Niche Products: Certain niche or specialty products that do not perform
well in terms of market share and are in low-growth segments might fall into this
category.

Strategic Implications:
 Thu Luan Nguyen – ISEF_2024

 Divest or Reposition: Vinamilk should consider discontinuing or divesting these

products to free up resources. Alternatively, if there is a strategic reason to keep
them, efforts should be made to reposition them in the market or find ways to
boost their performance.

2) Distinguish between 2 concepts and give examples. ( Distinguish between

market segmentation and market targeting. Provide examples to illustrate
your answer.)
- Market segmentation: is the process of spliting a market into distinct groups
of buyers who have different needs, characteristics, or behaviors, and who
might require separate products or marketing programs, is called market
segmentation
+ Segmentation assits businesses to tailor their market strategies and then
make the right decision of providing what goods and services to meet the
require of each segment.

Ex: Vinamilk uses demographic segmentation to target different age

groups. They offer a wide range of product types for children, adults, and
the elderly.
- On the other hand, market targeting involves evaluating each market
segment's attractiveness and selecting one or more segments to enter. In
other word, the target market represents the ideal customer profile that the
business aim to attract and serve. A company should target segments in
which it can profitably generate the greatest customer value and sustain it
over time.
Ex: A boutique coffee brand targets coffee enthusiasts who appreciate single-
origin beans. They focus on a niche rather than a broad market.

Các khái niệm

 Cost: All the costs that consumers have to spend to get the benefits of consuming
the goods. Relate to the entire process of searching, purchasing, repairing, using
and eliminating products
=> Customers decide to purchase when perceive value > cost.
 Satisfaction :The extent to which a customer’s sensory state stems from a
comparison of the results obtained from product consumption (actual consumption
value) and their expectations (expected consumer value).
 Value:
- Customer value of the product can be divided into: functional values (useful
function of the product), mental value (emotions that the product brings), symbolic
value (benefits to self worth and social identity)
 Thu Luan Nguyen – ISEF_2024

- For the same product, each customer can rate it a different consumer value,
based on their individual desires and rating scales

 A product is a means to deliver benefits to customers, a set of elements designed

to satisfy their needs. 3 levels of products Core products, Actual product,
Augmented products

 Exchange:is the act of obtaining a desired object from someone by offering

something in return. Marketing actions try to create, maintain, and grow desirable
exchange relationships

 Market: The market includes all actual and potential buyers who have specific
needs or wants, who are willing and be able to participate in the exchange to
satisfy that needs and wants.

 Customer is a person or company who purchases goods and services

- Targeted customers are the set of individuals or organizations that business aim
to serve
- Customers have needs that business aim to satisfy, in order to profit
- Customers are part of the whole market

 Marketing plays an extremely important role in being a regulating and

coordinating function so that other functions such as finance, human resources,
and production are customer-oriented
4) Compare and contrast different types of questions.
Closed-ended questions include all the possible answers, and subjects make choices
among them. Theses questions offer predefined answer options, making it easier for
respondents to choose. Respondents can answer quickly, making it suitable for large-
scale surveys.
Examples include multiple-choice questions, scale questions and Yes/No Questions.
"Have you purchased any of our products in the last month? Yes/No"

Open-ended questions allow respondents to answer in their own words, providing richer,
more detailed information. They are especially useful in exploratory research, when the
researcher is trying to find out what people think. Allows for uncovering insights that
closed-ended questions might miss.
"How do you think we could improve our services?"

5) Name and describe the principal decisions companies make regarding their
individual products and services.
- Individual product decisions involve:
1) product attributes,
 Thu Luan Nguyen – ISEF_2024

2) branding,
3) packaging,
4) labeling,
5) product support services.
 Product attribute are the characteristics that define a product and affect its appeal
to customers. This include decisions about product quality, features, and style and
design. Apple carefully designs its iPhones with high-quality materials, advanced
features like Face ID and multiple cameras, and a sleek, modern design to appeal
to tech-savvy consumers.
 Branding involve selecting and managing a brand name, logo, and overall brand
identity that differentiates the product from competitors. Effective branding helps
build customer loyalty and recognition.
The "Nike" brand is synonymous with high-quality athletic wear, performance,
and innovation. The iconic "swoosh" logo and the "Just Do It" slogan are key
elements of its branding strategy.
 Package decisions often include designing designing and producing the container
for a product. Packaging plays a critical role in protecting the product, facilitating
its use, and promoting it to customers.
Coca-Cola's distinctive red and white cans and bottles not only protect the
beverage but also serve as powerful branding tools that are instantly recognizable
worldwide.
 Labeling creating the labels that appear on the product packaging, providing
information about the product and complying with legal requirements.
Nestlé: Nestlé's food products include labels with nutritional
information, ingredients, and health claims, complying with
regulations and helping consumers make informed choices.
 Companies also develop product support services that enhance customer service
and satisfaction and safeguard against competitors.
Dell offers comprehensive product support services, including a
warranty, technical support, and a customer service hotline to assist
users with any issues they may encounter.

*Marketing management process

• Analyze market opportunities
• Choose target markets
• Plan a marketing strategy
• Implement marketing - mix
• Organize, implement and inspect marketing activities

*Marketing research process

1. Identify the problem and research objectives
2. Research planning
3. Do the research
 Thu Luan Nguyen – ISEF_2024

4. Processing research data

5. Report research results

5 principles of modern marketing

 Principle of selection and concentration
Selection: main principle, need to select target market.
Concentration: focus on human and material resources.

 Principle of differential advantage: lays foundation for mar. Provide distinct

customer value to compete with other brand.
 Principle of coordination: between departments within a company and partners
outside
 Create outstanding product value to achieve mar goals.
 Process principle: mar is the process of all act before, during and after production
and business process (not an event) -> continously.
 Value principle for customers: brand sucess when it is able to satify customer
needs both functionally and mental -> create higher value for customer than
competitors.

6) Briefly explain the concept of brand equity. Provide examples of how brand
equity influenced a company.
Answer: Brand equity is the differential effect that knowing the brand name has on
customer response to the product and its marketing. It's a measure of the brand's ability to
capture consumer preference and loyalty.
A brand has positive brand equity when consumers react more favorably to it than to a
generic or unbranded version of the same product. It has negative brand equity if
consumers react less favorably than to an unbranded version.
Ex
 Apple has built strong brand equity through its innovative products, sleek design, and
effective marketing. The brand is associated with high quality, cutting-edge technology,
and a premium user experience.
 Influence: This strong brand equity allows Apple to charge higher prices for its
products compared to competitors. Despite the higher costs, customers are willing to pay
for the perceived value and prestige of owning an Apple product.

- Marketing management is the analysis, planning, implementation, and control of

programs designed to create, build, and maintain beneficial exchanges with target buyers,
so as to achieve organisational objectives. Marketing management seeks to manage
demand efficiently and effectively, so as to help consumers obtain value in their
transactions while securing a profit for the company.

7) Differentiate between market-skimming and market-penetration pricing

strategies. Explain the conditions within which they are effective and give an
 Thu Luan Nguyen – ISEF_2024

example of a company you know that use market-skimming or market-penetration

pricing strategies for its product.

Answer: Market-skimming is used to skim revenues layer by layer from the market by
entering the market with high initial prices.
Market skimming makes sense only under certain conditions.
 The product’s quality and image must support its higher price, and enough buyers
must want the product at that price.
 The costs of producing a smaller volume cannot be so high that they cancel the
advantage of charging more.
 Competitors should not be able to enter the market easily and undercut the high
price.
 Ex: Apple frequently uses this strategy. With each new generation of Apple
iPhone, iPad, or MacBook laptop, new models start at a high price then work their
way down as newer models are introduced. In this way, Apple skims the
maximum amount of revenue and margins from the various segments of the
market.

- Market penetration is used to penetrate the market quickly and deeply to attract a
large number of buyers quickly and win a large market share by setting a low price
initially when it enters the market.
- Several conditions must be met for penetration pricing to work.
 The market must be highly price sensitive so that a low price produces more
market growth.
 Production and distribution costs must decrease as sales volume increases.
 The low price must help keep out the competition, and the penetration pricer
must maintain its low-price position. Otherwise, the price advantage maybe
only temporary
 EX: Amazon does this for some of its digital products and services. Amazon
used penetration pricing for Amazon Prime Video in more than 240
international markets to build a customer base and make headway against
higher priced Netflix.
8) A company's marketing communications mix—also called its promotion mix—
blends five different components. List and give an example for each component to
clarify.
Answer:
 Advertising: Any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor. Ex: broadcast, print, online, mobile,
outdoor, and other forms.
 Sales promotion: Short-term incentives to encourage the purchase or sale of a
product or service. EX: discounts, coupons, displays, demonstrations, and events.

 Personal selling: Personal customer interactions by the firm’s sales force to

 Thu Luan Nguyen – ISEF_2024

engage customers, make sales, and build customer relationships. EX: sales
presentations, trade shows, and incentive programs
 Public relations (PR): Activities designed to engage the company’s various
publics and build good relations with them. Ex: stories, sponsorships, events, and
webpages
 Direct and digital marketing: Engaging directly with carefully targeted
individual consumers and customer communities to both obtain an immediate
response and build lasting customer relationships. EX: direct mail, email, catalogs,
online and social media, mobile marketing, and more.

Vinamilk's 4P strategy
1. Product: Vinamilk focuses on researching and producing a variety of products but
always ensures outstanding quality. Currently, their products are used for many ages,
from young children, pregnant women to the elderly. Vinamilk always meets the needs of
all consumers with delicious, nutritious, healthy products associated with popular brands
such as: VNM liquid milk, VNM yogurt, Ong Tho condensed milk, …

2. Price: Vinamilk has a flexible pricing strategy, from affordable products to high-end
products. The company often takes advantage of cost and scale to maintain competitive
prices in the market. They also create discount and promotional campaigns to attract
customers and maintain market share.
Distribution: Vinamilk has an extensive distribution system, including agents,
convenience stores, supermarkets, restaurants, and retail stores throughout Vietnam. They
also expanded their export system to reach international markets. Vinamilk's location
strategy helps them reach many customers and create convenience for consumers.

Promotion: Vinamilk is one of the leading dairy brands in Vietnam and they invest
significantly in advertising and marketing. The company often uses various media
advertising campaigns, from television to social media and sponsored events, to increase
brand awareness and positively influence consumer perceptions of their products.

Mô hình SWOT: is a theoretical framework based on which we can review strategies,

determine the position and direction of an organization, a company, analyze business
proposals or any other ideas which are related to the interests of the business.
 SO (Strengths - Opportunities): based on the company's advantages to take
advantage of market opportunities.
 WO (Weaks - Opportunities): based on the company's ability to overcome
weaknesses to take advantage of market opportunities.
 ST (Strengths - Threats): based on the company's advantages to avoid market
risks.
 WT (Weaks - Threats): based on the ability to overcome or minimize the
company's weaknesses to avoid market risks.
 Thu Luan Nguyen – ISEF_2024

Example of Vinamilk:

1. Strengths:

 Strong Brand Recognition: Vinamilk is a well-known brand in Vietnam and has a

strong reputation for quality and reliability.
 Distribution Network: The company has a widespread and efficient distribution
network across Vietnam, ensuring its products are widely available.
 Quality Products: Vinamilk provides high-quality dairy products, including
milk, yoghurt, ice cream, and cheese.
 Vinamilk has a strong financial position. It is the 3rd most valued brand in
Vietnam, with a brand value of US$2.1 billion


2. Weaknesses:

 Dependence on the Domestic Market: A significant portion of Vinamilk’s

revenue comes from the domestic market, making it vulnerable to local
economic conditions and market saturation.
 The company faces high operational costs, including production and
distribution expenses, which can affect profitability.
 Despite efforts to expand internationally, Vinamilk's presence in foreign
markets is still relatively limited compared to global dairy giants.

3. Opportunities:
 Expanding International Market: There is significant potential for growth in
international markets, especially in neighboring Asian countries and other
emerging markets.
 Increasing consumer awareness about health and nutrition presents an
opportunity for Vinamilk to expand its range of healthy and organic
products.
 Collaborating with other companies can help Vinamilk enhance its product
offerings and enter new markets.
 The rise of e-commerce provides an opportunity for Vinamilk to expand its
sales channels and reach more customers online.

4. Threats:
 The dairy industry is highly competitive, with both local and international
players vying for market share, which can impact Vinamilk’s market
position and profitability.
 Fluctuation in the prices of raw materials, such as milk, can affect
production costs and profit margins.
 Thu Luan Nguyen – ISEF_2024

 Stringent regulations and changes in food safety standards can impact

operations and increase compliance costs.
 Economic downturns or instability in key markets can affect consumer
purchasing power and demand for dairy products.

9) Explain why a public relations campaign can be a more cost-effective option for
corporations than an advertising campaign. Give an example of a successful PR
campaign that you know.
Public relations (PR) with news stories, features, sponsorships, and events seem more
real and believable to readers than ads do. Moreover, Public relations can have a strong
impact on public awareness at an economical cost and more effective than advertising
can.
The company does not pay for the space or time in the media. Rather, it pays for a staff to
develop and circulate information and to manage events.
If the company develops an interesting story or event, it could be picked up by several
different media, having the same effect as advertising that would cost millions of dollars.
And it would have more credibility than advertising.

The Dove "Real Beauty" campaign aimed to challenge conventional beauty standards
and promote a broader, more inclusive definition of beauty.

Its success was driven by earned media and viral content that contributed greatly to
reduce costs compared to a traditional advertising campaign. The organic spread of the
campaign's message through social media sharing demonstrated the power of PR in
achieving significant reach and impact without the high expenses paid for advertisements.

Question: In a short essay, discuss the challenges and advantages that new
communication technologies have created for marketers.
New communication technologies have created both challenges and advantages for the
marketers.

# Advantages

 Wider interaction
A lot of communication tools such as chat bot AI, email, blog, websites or social media
platforms like Facebook, Instagram, and Twitter enable marketers to connect with a
 Thu Luan Nguyen – ISEF_2024

global audience instantly. This help the enterprise to expand interaction with a variety of
customer segments that increase their brand recognition. For ex, the ice scream and tea
brand Mixue built a sizable following in Viet Nam through social media wihtout
extensive advertising.

 Targeted Advertising:
With the advencement of technology, marketers can now create highly targeted
advertising campaigns. They can tailor content based on user behavior, preferences, and
demographics, leading to more relevant and engaging experiences.

 Cost-Effectiveness:
Digital channels often cost less than traditional advertising methods. Social media
advertising and content marketing generally require lower budgets compared to TV,
radio, or print ads. This enables small businesses to compete in the market and reach their
target audience.

Challenges

 Information Overload:
The high volume of content produced and shared daily can be overload for consumers.
Marketers face the challenge of breaking through the noise to capture and retain the
attention of their audience.
 Privacy Concerns:
Consumers are becoming more aware of how their data are being used, leading to
growing demands for data protection. Marketers must navigate these privacy concerns
carefully to build trust with their audience.

 Rapid Technological Changes:

Keeping up with technological changes can be overwhelming. This could raise strong
competition between businesses with the same application of technological advances to
promote products more effectively. Therefore, Marketers must continuously adapt to new
platforms, tools, and trends to stay relevent.
 Managing Negative Feedback:
Consumers can easily share their opinions and experiences, both positive and negative.
Thereby managing negative feedback and online reputation becomes a critical aspect of
modern marketing. A single negative review can significantly impact a brand's image.

 Conclusion
New communication technologies have brought some significant merits for marketing.
However, they also present challenges that require marketers to be agile, informed, and
strategic. Balancing the advantages with the potential drawbacks is essential for
achieving marketing success in the digital age.
 Thu Luan Nguyen – ISEF_2024

Phân tích môi trường vĩ mô của cocoon

1.Môi trường nhân khẩu học
 Theo Net Pyramids Net 2020, dân số chính của Việt Nam nằm trong độ tuổi từ
15-44, là khách hàng mục tiêu của Cocoon. Điều này cho thấy rằng độ tuổi tốt
nhất cho phân khúc của Cocoon là thế hệ Y và tuổi Z.
 Mối quan tâm ngày càng tăng về sức khỏe và sắc đẹp là một dấu hiệu tốt để
Cocoon thực hiện kế hoạch định giá của mình. Với giá chỉ 200.000- 300.000
đồng, các sản phẩm của Cocoon có giá thành rất hợp túi tiền của người Việt.
2.Môi trường kinh tế
 Tăng trưởng kinh tế của Việt Nam trong những năm gần đây giúp nâng cao thu
nhập của người dân, từ đó thúc đẩy nhu cầu tiêu dùng mỹ phẩm, bao gồm cả sản
phẩm của Cocoon.
 Lạm phát có thể ảnh hưởng đến giá cả nguyên liệu đầu vào và giá bán sản phẩm
của Cocoon, gây áp lực lên lợi nhuận của doanh nghiệp.
 Sự phát triển của thương mại điện tử tạo ra kênh bán hàng mới cho Cocoon, giúp
tiếp cận khách hàng tiềm năng một cách hiệu quả hơn.
3.Môi trường chính trị
 Sự ổn định chính trị: Việt Nam duy trì môi trường chính trị ổn định, tạo điều kiện
thuận lợi cho hoạt động kinh doanh của Cocoon.
 Chính sách thuế: Chính sách thuế tương đối ưu đãi cho các doanh nghiệp sản xuất
trong nước có thể hỗ trợ Cocoon trong việc giảm chi phí sản xuất và tăng lợi
nhuận.
 Quy định về mỹ phẩm: Các quy định về mỹ phẩm ngày càng chặt chẽ hơn có thể
ảnh hưởng đến hoạt động sản xuất và kinh doanh của Cocoon. Tuy nhiên, Cocoon
có thể tận dụng cơ hội này để khẳng định chất lượng sản phẩm và xây dựng uy tín
thương hiệu.
4. Môi trường văn hóa
 Nhu cầu làm đẹp: Nhu cầu làm đẹp ngày càng tăng cao, đặc biệt là ở giới trẻ, là cơ
hội lớn cho Cocoon.
 Xu hướng sử dụng mỹ phẩm thiên nhiên: Xu hướng sử dụng mỹ phẩm thiên nhiên
ngày càng phổ biến, phù hợp với định vị thương hiệu của Cocoon. Mỗi sản phẩm
của Cocoon đều được tạo nên từ các thành phần chính từ thiên nhiên Việt Nam.
Chứa các yếu tố truyền thống, tự nhiên và lành mạnh, sản phẩm của Cocoon dễ
dàng đáp ứng nhu cầu của người tiêu dùng Việt Nam.

5.Yếu tố Công nghệ (Technological):

 Áp dụng các công nghệ sản xuất tiên tiến giúp Cocoon nâng cao chất lượng sản
phẩm và giảm chi phí sản xuất.
 Kỹ thuật tiếp thị trực tuyến và mạng xã hội giúp Cocoon tiếp cận khách hàng tiềm
năng một cách hiệu quả hơn và xây dựng thương hiệu.
 Thu Luan Nguyen – ISEF_2024

 Xu hướng mua sắm trực tuyến tạo ra kênh bán hàng mới cho Cocoon và giúp tiếp
cận khách hàng tiềm năng trên toàn quốc.

6.Yếu tố Môi trường (Environmental):

 Biến đổi khí hậu: Biến đổi khí hậu có thể ảnh hưởng đến nguồn cung nguyên liệu
đầu vào của Cocoon.
 Ô nhiễm môi trường: Ô nhiễm môi trường khiến người tiêu dùng ngày càng quan
tâm đến các sản phẩm thân thiện với môi trường, tạo lợi thế cho Cocoon.
 Quy định về bảo vệ môi trường: Các quy định về bảo vệ môi trường ngày càng
chặt chẽ hơn có thể ảnh hưởng đến hoạt động sản xuất của Cocoon.

1. Demographic environment
• According to Net Pyramids Net 2020, the main population of Vietnam is
between the ages of 15-44, which is Cocoon's target customer. This suggests that
the best age for Cocoon's segment is Generation Y and Age Z.
• The growing concern for health and beauty is a good sign for Cocoon to
implement its pricing plan. With a price of only 200,000-300,000 VND, Cocoon's
products are very affordable for Vietnamese people.

2. Economic environment
• Vietnam's economic growth in recent years has helped to raise people's incomes,
thereby boosting the demand for cosmetics, including Cocoon's products.
• Inflation can affect the price of input materials and the selling price of Cocoon's
products, putting pressure on the profitability of the business.
• The development of e-commerce creates a new sales channel for Cocoon,
helping to reach potential customers more effectively.

3. Political environment
• Political stability: Vietnam maintains a stable political environment, creating favorable
conditions for Cocoon's business activities.
• Tax policy: Relatively preferential tax policy for domestic manufacturing enterprises
can support Cocoon in reducing production costs and increasing profits.
• Cosmetics regulations: Increasingly stringent cosmetics regulations may affect Cocoon's
production and business activities. However, Cocoon can take advantage of this
opportunity to affirm product quality and build brand reputation.

4. Cultural environment
• Beauty Demand: The increasing demand for beauty, especially among young people, is
a great opportunity for Cocoon.
• Trend of using natural cosmetics: The trend of using natural cosmetics is increasingly
popular, in line with Cocoon's brand positioning. Each product of Cocoon is made up of
 Thu Luan Nguyen – ISEF_2024

key ingredients from Vietnam's nature. Containing traditional, natural and healthy
elements, Cocoon's products easily meet the needs of Vietnamese consumers.

5. Technological Factor:
• Applying advanced production technologies helps Cocoon improve product quality and
reduce production costs.
• Online marketing and social media techniques help Cocoon reach potential customers
more effectively and build a brand.
• The online shopping trend creates a new sales channel for Cocoon and helps reach
potential customers across the country.

6. Environmental Factors:
• Climate Change: Climate change may affect the supply of Cocoon's input materials.
• Environmental pollution: Environmental pollution makes consumers increasingly
interested in environmentally friendly products, creating an advantage for Cocoon.
• Environmental Protection Regulations: Stricter environmental protection regulations
may affect Cocoon's production activities.

SHORT ANSWER QUESTIONS – MARKETING PRINCIPLES

Chapter 1: Marketing in a Changing World
[Link] marketing and discuss its role in the economy
Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and values with
others. Economic roles include meeting needs, wants, and demands; creating products;
creating value and satisfaction; facilitating exchanges, transactions, and mutually
beneficial relationships; developing markets; meeting societal needs; increasing
consumer choice; and providing fair profits.

2. Compare the five marketing management philosophies.

Production Concept: Consumers favour products that are available and highly affordable.
Product Concept: Consumers favour products that offer the most value, the best
performance, and the largest number of innovative features. Selling Concept: Consumers
will not normally buy enough products on their own. Marketing Concept: The successful
company satisfies needs and wants more efficiently than its competitors do. Societal
Marketing Concep t: The successful company determines customers' needs and wants and
society's best interests.

3. Identify and discuss the major forces now changing the marketing landscape and
challenging marketing strategy.
A growth in non-profit marketing seems to meet new needs. Rapid globalisation has
brought a geographic dispersion of purchasing, manufacturing, and marketing activities.
The changing world economy is marked by a decline in real buying power and an
 Thu Luan Nguyen – ISEF_2024

increase in two-income households in the US. Increased demands for social responsibility
require more ethical business practices and more attention to the environmental
consequences of business decisions. Extremely rapid change is a feature of the new
marketing landscape

4. Define and describe the marketing management concept.

Marketing management is the analysis, planning, implementation, and control of
programs designed to create, build, and maintain beneficial exchanges with target buyers,
so as to achieve organisational objectives. Marketing management seeks to manage
demand efficiently and effectively, so as to help consumers obtain value in their
transactions while securing a profit for the company.

5. Discuss the relationship between value, satisfaction and quality.

Customer value is the difference between the value the customer gains from owning and
using a product and the cost the customer incurs in obtaining the product. Satisfaction
depends on a product's perceived performance in delivering value relative to the buyer's
expectations. Quality, especially in the form of TQM, stems from a company's
commitment to constant improvement. Satisfaction comes from delighting and surprising
customers with more quality, thus heightening their perceived sense of value. Such
practices are the only formula for long-term success.

Chapter 2: Strategic Planning and the Marketing Process

[Link] the strategic planning process. In your answer identify the four steps of
strategic planning.
Strategic planning is defined as the process of developing and maintaining a strategic fit
between the organization's goals and capabilities and its changing marketing
opportunities. The four steps in the strategic planning process are the following: (1)
defining the company mission; (2) setting company objectives and goals; (3) designing
the business portfolio; (4) planning marketing and other related strategies.

2. Describe, and compare and contrast, the BCG and GE portfolio matrix models. Also
discuss the limitations of portfolio analysis.
The BCG consists of the following: Stars (high-growth, high-share); Cows (low-growth,
high-share); Question Marks (low-share, high-growth); Dogs (low-share, low-growth).
Strategies include building, holding, harvesting, and divesting. The GE Planning Grid has
two dimensions: industry attractiveness and business strength. Dimensions are an index
rather than a single measure. It is arguable that the BCG relies too much on market stare
while the GE Grid relies too much on formal planning.

3. Describe the marketing management process and the forces that influence it.
The marketing management process involves helping each business unit of a company
reach its strategic objectives in relation to creating value for target consumers while
fulfilling company goals. Factors influencing this process are the target consumers (of
 Thu Luan Nguyen – ISEF_2024

central importance), marketing mix decisions, planning, implementation, analysis and

control procedures, and micro- and macroenvironmental forces.

4. Identify the sections of the marketing plan, taking care to describe both the strategic
function and the contents of each section.
Marketing plans should have eight sections. The executive summary provides a brief
overview of key points. The current-marketing-situation section presents relevant
background. The threats-and-opportunities section identifies factors affecting the product.
The objectives-and-issues section defines share, profit, and sales goals. The marketing-
strategy section presents the broad approach. The action-programs section specifies how
to proceed. The budgets section gives profit-loss estimates. The controls section measures
plan progress.

5. Define the marketing implementation process. Explain how companies implement,

organize, and control their marketing efforts.
Marketing implementation turns strategies into plans and actions specifying who does
what, and where, when, and how. Marketing implementation requires an action program,
an organization structure, decision and reward systems, human resources planning, and
an appropriate fit with the company culture. Controls must provide objective feedback
measures for all these areas.

Chapter 3: The Global Marketing Environment

[Link] the environmental forces that affect the company's ability to serve its
customers.
Companies are constrained by micro- and macroenvironmental forces.
Microenvironmental forces include company departments, suppliers, marketing
intermediaries, customers, competitors, and various publics. Macroenvironmental forces
include demographic, economic, natural, technological, political, and cultural forces..

2. Explain the effect of changes in the demographic and economic environments on

marketing management decisions.
The following changes in the demographic environment affect marketing decisions: the
changing age structure of the Canadian population, the changing Canadian family,
geographic shifts in population, the increase in educational attainment and white-collar
composition of the workforce, and increasing ethnic and racial diversity. Economic
trends include changes in income and income distribution, and changes in consumer
spending patterns.

3. Identify the major trends in a firm's natural and technological environments.

Trends in the natural environment include shortages of raw materials, increased cost of
energy, increased pollution, and government intervention in natural-resource
 Thu Luan Nguyen – ISEF_2024

management. Trends in the technological environment include the fast pace of

technological change, high research-and-development budgets, concentration on minor
improvements, and increased regulation by government agencies.

4. Explain the key changes that occur in the political and cultural environments.
Changes in the political environment include introduction of legislation regulating
business, changing government agency enforcement, and an increased emphasis on
publicly responsible action. Trends in the cultural environment include the persistence of
cultural values; shifts in secondary cultural values; and changes in people's views of
themselves, of others, of organisations, of society, of nature, and of the universe.

5. What is the significance of cultural values to marketers?

Marketers should remain alert to shifting cultural values in order to spot developing
threats or opportunities, and to help ensure that their marketing strategies reflect the
relevant culture's values. Cultural values may be reflected in the political-legal
environment and in the competitive environment. Firms that engage in international
marketing may have to learn how to deal with radically alien cultures.

Chapter 4: Marketing Research and Information Systems

[Link] the importance of information to the company.
. Marketing managers need timely, reliable, and relevant information in order to make
decisions that will enhance the company's ability to compete successfully in the
marketplace and increase customer value relative to the competition. Information,
although important, must be balanced between manager needs and what it is feasible to
offer. Too much information can overwhelm managers just as surely as too little
information can lead to poor decisions..

2. Define the marketing information system and discuss its parts.

A marketing information system (MIS) consists of people, equipment, and procedures to
serve marketing decision makers by gathering, sorting, analyzing, and distributing
needed, timely, and accurate information. The following are its four parts: components
for the developing of information; information system components; marketing managers;
and the marketing environment. The MIS links all these elements into a useable whole.

3. Describe the four steps in the marketing research process.

A marketing information system (MIS) consists of people, equipment, and procedures to
serve marketing decision makers by gathering, sorting, analyzing, and distributing
needed, timely, and accurate information. The following are its four parts: components
for the developing of information; information system components; marketing managers;
and the marketing environment. The MIS links all these elements into a useable whole.

4. Identify the different kinds of information a company might use.

 Thu Luan Nguyen – ISEF_2024

A company can use either secondary or primary data. Secondary data comprises
information that already exists, having been collected somewhere for some other purpose.
Primary data comprises information collected for the specific purpose at hand.

5. Compare the advantages and disadvantages of various methods of collecting

information.
Advantages: Mail questionnaires facilitate collection of large amounts of information, at
low cost, from many households, without interview bias. Telephone work is best for
quick information collection, is flexible, provides sample control, and promises good
response rates. Personal interviews reach individuals or groups, are flexible, and offer
tight focus.

Disadvantages: Mail is inflexible and offers low response rates. Telephone work is
expensive and suffers from interviewer bias. Personal interviews are expensive and
typically present sampling problems.

Chapter 5: Consumer Markets and Consumer Buyer Behaviour

[Link] the consumer market and describe the elements of a simple model of
buying behaviour as identified in your text.
The consumer market comprises all the final consumers of products and services. A
simple model of consumer behaviour uses the following headings: the "4 P's" (Product,
Place, Price, Promotion); "Environmental Forces"; the "Buyer's Black Box" (buyer
characteristics and buyer decision processes); and "Observable Choices" (decisions
regarding product, brand, dealer, purchase timing, and purchase amount)

2. List and describe the major social factors that influence consumer buying
behaviour.
Social factors include the influence of small groups, of family, and of social roles and
status. Groups can be defined by membership (whether primary or secondary), by
reference, or by aspiration. Opinion leaders exert influence within reference groups.
Family of orientation (parents) and procreation (spouse and children) also influence
buying behaviour. The term "roles" refers to socially expected activities, and "status" to
the esteem granted by society to the person performing in a given role.

3. Discuss the four major psychological factors that affect the buying process.
Psychological factors include motivation, perception, learning, and beliefs and attitudes.
A motive is a drive sufficiently pressing to direct a person to seek satisfaction. Perception
is influenced by selective retention, attention, and distortion. Learning arises from
changes in behaviour due to experience, and occurs through the interplay of drives,
stimuli, cues, responses, and reinforcement. Beliefs are enduring descriptive attitudes.

4. Identify and discuss the stages in the consumer adoption process for new
products.
 Thu Luan Nguyen – ISEF_2024

The following are the stages in the new-product-adoption process: awareness, interest,
evaluation, trial, and adoption
5. Identify and discuss the four types of behaviour associated with different types of
buying situations.
The following are four types of buying behaviour: complex buying behaviour, dissonance
buying behaviour, variety-seeking buying behaviour, and habitual buying behaviour.

Chapter 6: Business Markets and Business Buyer Behaviour

[Link] how business markets differ from consumer markets.
Main differences include market structure and demand, nature of the buying unity, and
types of decisions and decision processes. Business markets are geographically
concentrated and have derived, inelastic, and fluctuating demand. Buying is more
professional and involves more people. Decisions are more professional and involve
more [Link] are more complex and more formalized; and in the decision
process, the buyer and seller are more dependent on each other.

2. Identify the major factors that influence business buyer behaviour.

There are four major influences. The following are environmental elements: level of
primary demand; economic outlook; cost of money; supply conditions; technological
change; political/regulatory change; and competitive developments. The following are
organizational elements: authority; status; empathy; and persuasiveness. The following
are individual elements: age; education; job position; personality; and attitudes toward
risk..

3. List and define the stages in the business buying decision process.
Stages include problem recognition, general need description, product specification,
supplier search, proposal solicitation, supplier selection, order routine specification, and
performance review.
4. Identify and discuss the three major types of buying situations.
A straight rebuy is a reorder without any modifications. A modified rebuy involves some
changes in product specifications, prices, terms, or suppliers. New-task buying occurs
when a company buys a product or service for the first time. In such cases, greater risk or
cost will lead to a larger number of decision participants, and to a greater effort in
searching for information.

5. Explain the unique aspects of how institutional and government buyers make
their buying decisions.
Institutional buyers include schools, hospitals, and prisons. Many institutions have low
budgets and captive patrons. Government buying may be coordinated by a special agency
and the buying process may be scrutinized by various publics. Governments may be
influenced by non-economic decision criteria. Government buying practices have various
potential drawbacks, including the following: they can be complex; they can entail
inordinate paperwork, bureaucracy, and regulation; and prices can be unattractively low.
 Thu Luan Nguyen – ISEF_2024

Chapter 7: Market Segmentation, Targeting, and Positioning for Competitive

Advantage
[Link] market segmentation, market targeting, and market positioning.
Market segmentation is the process of dividing a market into distinct groups of buyers
with different needs, characteristics, or behaviour who might require separate products or
marketing mixes. Market targeting involves evaluating each segment's attractiveness and
deciding which segments to enter. Market positioning is the setting of the competitive
position and the creation of a detailed marketing mix..

2. List and discuss the major basis for segmenting consumer and business markets.
The major bases for segmenting consumer markets are geographic, demographic,
psychographic, and behavioural. The major bases for segmenting business markets are
demographics, operating variables, purchasing approaches, situational factors, and
personal characteristics..

3. Explain how companies identify attractive market segments and choose a market-
coverage strategy.
Segment attractiveness depends upon desirable segment size and growth, current and
potential competitors, threat of substitutes, power of buyers, and the power of suppliers.
Market coverage can include undifferentiated, differentiated, and concentrated strategies.

4. Identify and discuss the four characteristics of effective market segmentation.

Market segments must have measurability (in terms of size, purchasing power, and clear
profiles), accessibility (can be effectively reached and served), substantiality (are
sufficiently large or profitable), and actionability (can design programs for attracting
customers effectively)..

5. Explain how companies can position their products for maximum competitive
advantage in the marketplace.
Competitive advantage (Porter) offers consumers a superior value for the price.
Differentiation is the key to competitive advantage. A product's position is the view
customers have of its value. Positions can be differentiated by product attributes,
services, personnel, or image characteristics.

Chapter 8: Product and Services Strategies

[Link] PRODUCT and the major classifications of consumer and industrial
products.
A product is anything that can be offered to a market for attention, acquisition, use, or
consumption, and that might satisfy a want or need. Products can be classified as durable
goods, non-durable goods, and services. Consumer classifications include the following:
convenience, shopping, specialty, and unsought. The following are industrial
classifications: materials and parts, capital items, and supplies and services.
 Thu Luan Nguyen – ISEF_2024

2. Describe the roles of product packaging and labelling.

Packaging refers to the design and production of a container or wrapper for goods. The
packaging concept states what the package should be or do for the product. Packages in
all cases protect the product, and ideally serve the further function of promoting and
distinguishing it. Labelling in all cases identifies the product, and in many cases also
grades, describes, and promotes it

3. Identify and discuss brand equity.

Powerful brands have equity. Brand equity combines high brand awareness with brand
preference and loyalty, creating value in and of itself. The credibility of brand equity
becomes a marketable product commodity in its own right. Over time, brand equity can
be an enduring asset of a company, as it reliably provides continuing customer equity.

4. Define services and describe four characteristics that affect the marketing of a
service.
A service is any activity or benefit that one party can offer to another, provided that this
activity or benefit is essentially intangible and does not result in the ownership of
anything. The four characteristics of services are intangibility, inseparability, variability,
and perishability.

5. Define and explain how persons are marketed.

Person marketing consists of activities undertaken to create, maintain, or change
attitudes or behaviour toward particular people. The objective of person marketing is to
create a celebrity whose name generates attention, interest, and action. Key aspects of
celebrity are durability life-cycle patterns ("standard," "overnight," "comeback," and
"meteor") and scope (the geographic range achieved).

Chapter 9: New Product Development and Life Cycle Strategies

[Link] and define the steps in new product development.
Steps include idea generation, idea screening, concept development and testing,
marketing strategy development, business analysis, product development, test marketing,
and commercialization. Go/no-go decisions become more specific at each successive
level.

2. Explain how companies find and develop new product ideas.

Major sources of new product ideas include internal sources (such as sales-force and
other employees); customers; competitors; distributors and suppliers; and trends,
including broad societal trends, originating in the general public.
3. Identify and describe the stages of the product life cycle.
Stages in the product life cycle: development, introduction, growth, maturity, and decline.

4. Explain how marketing strategy changes during a product's life cycle.

 Thu Luan Nguyen – ISEF_2024

As products are prepared for launch, marketers must choose initial positioning carefully.
Strategists, especially market pioneers, must choose between short-term and long-term
profits. During introduction, strategy focuses on awareness and acceptance of basic
product. Growth attracts competitors and more features. In maturity, strategy looks to
modifying the market, product, or mix. Decline forces a decision on continuing or
discontinuing a weak product.

5. Distinguish between sequential product development and simultaneous product

development processes.
In sequential product development, each functional area of the company works on the
new product and passes its completed work on to the next division. In simultaneous
product development, each functional area provides ongoing (or "real-time" or "online")
feedback that is incorporated into the design, production, and marketing-planning stage.
Simultaneous design, although organizationally more complicated, reduces total
development and improves quality.

II. SHORT ANSWER

3) Briefly compare and contrast the concepts. How do these concepts relate to
marketing practices?
- Needs : Needs are a basic part of human makeup; they are not created by marketers.
Humans have a basic physical need for food, clothing, warmth, and safety; a basic social
need for belonging and affection; and a basic individual need for knowledge and self-
expression.
-Wants: Desire for specific needs; wants are shaped by one's society, individual
personality, cultural values as well as marketing programs.
Ex: humans need food but want more coffee and donuts from restaurants. => Wants
satisfy needs.
-Demands : Wants become demands when they are backed by consumers' buying power.
For example, an American with ten dollars needs food, wants a Big Mac and soft drink,
and demands lunch at McDonald's.
Customers demand products which will benefit them the most and give them the greatest
value and satisfaction.

 Needs, wants, and demands are related to marketing practices because they tell
marketers about the buying patterns and purchasing power of customers and give
marketers an idea of what appeals to customers and then they will attempt to fulfill
customers' wants and demands through their market offerings.

2) What is a growth-share matrix? Discuss a specific matrix.

The growth share matrix is a portfolio management framework that helps companies
decide how to prioritize their different businesses based on market share and growth rate.
Using the now-classic Boston Consulting Group (BCG) approach, a company classifies
all its SBUs according to the growth-share matrix .On the vertical axis, market growth
 Thu Luan Nguyen – ISEF_2024

rate provides a measure of market attractiveness. On the horizontal axis, relative market
share serves as a measure of company strength in the market.
The growth-share matrix defines four types of SBUs:
 Stars. (high-growth, high-share businesses or products) : They often need heavy
investments to finance their rapid growth. Eventually their growth will slow
down, and they will turn into cash cows.
 Cash cows. (low-growth, high-share). These established and successful SBUs
need less investment to hold their market share. Thus, they produce a lot of the
cash that the company uses to pay its bills and support other SBUs that need
investment.
 Question marks. (low-share business in the high-growth market). They require
a lot of cash to hold their share, let alone increase it. Management has to think
hard about which question marks it should try to build into stars and which
should be phased out.
 Dogs. (low-growth, low-share ). They may generate enough cash to maintain
themselves but do not promise to be large sources of cash.

1. Stars

High Market Growth and Market Share

Examples:

 Fresh Milk: Vinamilk’s fresh milk products are highly popular in Vietnam and
are seeing strong growth due to increasing consumer demand for healthier and
fresher options.
 Yogurt: Yogurt is another product category experiencing high market growth,
driven by health-conscious consumers looking for probiotic benefits.

Strategic Implications:

 Investment Focus: Vinamilk should continue investing in these product lines to

maintain their market leadership and capitalize on the growing demand. This
includes marketing, product innovation, and expanding production capacity.

2. Question Marks

High Market Growth, Low Market Share

Examples:
 Thu Luan Nguyen – ISEF_2024

 Plant-Based Dairy Alternatives: This segment is experiencing rapid growth

globally due to the rise in veganism and lactose intolerance, but Vinamilk’s market
share is currently limited.
 Organic Dairy Products: Although there is a growing market for organic
products, Vinamilk’s presence in this segment is still emerging.

Strategic Implications:

 Selective Investment: Vinamilk should evaluate the potential of these categories

to become future Stars. If the prospects are promising, increased investment in
marketing and R&D is warranted. Alternatively, if market dominance seems
unattainable, resources might be better allocated elsewhere.

3. Cash Cows

Low Market Growth, High Market Share

Examples:

 Condensed Milk: Vinamilk’s condensed milk products have a strong market

share and are a staple in Vietnamese households, but the growth rate is relatively
low.
 UHT (Ultra-High Temperature) Milk: This product category is well-established
with a steady demand but limited growth prospects.

Strategic Implications:

 Maximize Profits: These products generate steady cash flow with low investment
needs. Vinamilk should leverage these products to fund other high-growth areas
and maintain their market dominance through cost efficiencies and brand loyalty
initiatives.

4. Dogs

Low Market Growth, Low Market Share

Examples:

 Some Niche Products: Certain niche or specialty products that do not perform
well in terms of market share and are in low-growth segments might fall into this
category.

Strategic Implications:
 Thu Luan Nguyen – ISEF_2024

 Divest or Reposition: Vinamilk should consider discontinuing or divesting these

products to free up resources. Alternatively, if there is a strategic reason to keep
them, efforts should be made to reposition them in the market or find ways to
boost their performance.

4) Distinguish between 2 concepts and give examples. ( Distinguish between

market segmentation and market targeting. Provide examples to illustrate
your answer.)
- Market segmentation: is the process of spliting a market into distinct groups
of buyers who have different needs, characteristics, or behaviors, and who
might require separate products or marketing programs, is called market
segmentation
+ Segmentation assits businesses to tailor their market strategies and then
make the right decision of providing what goods and services to meet the
require of each segment.

Ex: Vinamilk uses demographic segmentation to target different age

groups. They offer a wide range of product types for children, adults, and
the elderly.
- On the other hand, market targeting involves evaluating each market
segment's attractiveness and selecting one or more segments to enter. In
other word, the target market represents the ideal customer profile that the
business aim to attract and serve. A company should target segments in
which it can profitably generate the greatest customer value and sustain it
over time.
Ex: A boutique coffee brand targets coffee enthusiasts who appreciate single-
origin beans. They focus on a niche rather than a broad market.

Các khái niệm

 Cost: All the costs that consumers have to spend to get the benefits of consuming
the goods. Relate to the entire process of searching, purchasing, repairing, using
and eliminating products
=> Customers decide to purchase when perceive value > cost.
 Satisfaction :The extent to which a customer’s sensory state stems from a
comparison of the results obtained from product consumption (actual consumption
value) and their expectations (expected consumer value).
 Value:
- Customer value of the product can be divided into: functional values (useful
function of the product), mental value (emotions that the product brings), symbolic
value (benefits to self worth and social identity)
 Thu Luan Nguyen – ISEF_2024

- For the same product, each customer can rate it a different consumer value,
based on their individual desires and rating scales

 A product is a means to deliver benefits to customers, a set of elements designed

to satisfy their needs. 3 levels of products Core products, Actual product,
Augmented products

 Exchange:is the act of obtaining a desired object from someone by offering

something in return. Marketing actions try to create, maintain, and grow desirable
exchange relationships

 Market: The market includes all actual and potential buyers who have specific
needs or wants, who are willing and be able to participate in the exchange to
satisfy that needs and wants.

 Customer is a person or company who purchases goods and services

- Targeted customers are the set of individuals or organizations that business aim
to serve
- Customers have needs that business aim to satisfy, in order to profit
- Customers are part of the whole market

 Marketing plays an extremely important role in being a regulating and

coordinating function so that other functions such as finance, human resources,
and production are customer-oriented
4) Compare and contrast different types of questions.
Closed-ended questions include all the possible answers, and subjects make choices
among them. Theses questions offer predefined answer options, making it easier for
respondents to choose. Respondents can answer quickly, making it suitable for large-
scale surveys.
Examples include multiple-choice questions, scale questions and Yes/No Questions.
"Have you purchased any of our products in the last month? Yes/No"

Open-ended questions allow respondents to answer in their own words, providing richer,
more detailed information. They are especially useful in exploratory research, when the
researcher is trying to find out what people think. Allows for uncovering insights that
closed-ended questions might miss.
"How do you think we could improve our services?"

5) Name and describe the principal decisions companies make regarding their
individual products and services.
- Individual product decisions involve:
1) product attributes,
 Thu Luan Nguyen – ISEF_2024

2) branding,
3) packaging,
4) labeling,
5) product support services.
 Product attribute are the characteristics that define a product and affect its appeal
to customers. This include decisions about product quality, features, and style and
design. Apple carefully designs its iPhones with high-quality materials, advanced
features like Face ID and multiple cameras, and a sleek, modern design to appeal
to tech-savvy consumers.
 Branding involve selecting and managing a brand name, logo, and overall brand
identity that differentiates the product from competitors. Effective branding helps
build customer loyalty and recognition.
The "Nike" brand is synonymous with high-quality athletic wear, performance,
and innovation. The iconic "swoosh" logo and the "Just Do It" slogan are key
elements of its branding strategy.
 Package decisions often include designing designing and producing the container
for a product. Packaging plays a critical role in protecting the product, facilitating
its use, and promoting it to customers.
Coca-Cola's distinctive red and white cans and bottles not only protect the
beverage but also serve as powerful branding tools that are instantly recognizable
worldwide.
 Labeling creating the labels that appear on the product packaging, providing
information about the product and complying with legal requirements.
Nestlé: Nestlé's food products include labels with nutritional
information, ingredients, and health claims, complying with
regulations and helping consumers make informed choices.
 Companies also develop product support services that enhance customer service
and satisfaction and safeguard against competitors.
Dell offers comprehensive product support services, including a
warranty, technical support, and a customer service hotline to assist
users with any issues they may encounter.

*Marketing management process

• Analyze market opportunities
• Choose target markets
• Plan a marketing strategy
• Implement marketing - mix
• Organize, implement and inspect marketing activities

*Marketing research process

1. Identify the problem and research objectives
2. Research planning
3. Do the research
 Thu Luan Nguyen – ISEF_2024

4. Processing research data

5. Report research results

5 principles of modern marketing

 Principle of selection and concentration
Selection: main principle, need to select target market.
Concentration: focus on human and material resources.

 Principle of differential advantage: lays foundation for mar. Provide distinct

customer value to compete with other brand.
 Principle of coordination: between departments within a company and partners
outside
 Create outstanding product value to achieve mar goals.
 Process principle: mar is the process of all act before, during and after production
and business process (not an event) -> continously.
 Value principle for customers: brand sucess when it is able to satify customer
needs both functionally and mental -> create higher value for customer than
competitors.

6) Briefly explain the concept of brand equity. Provide examples of how brand
equity influenced a company.
Answer: Brand equity is the differential effect that knowing the brand name has on
customer response to the product and its marketing. It's a measure of the brand's ability to
capture consumer preference and loyalty.
A brand has positive brand equity when consumers react more favorably to it than to a
generic or unbranded version of the same product. It has negative brand equity if
consumers react less favorably than to an unbranded version.
Ex
 Apple has built strong brand equity through its innovative products, sleek design, and
effective marketing. The brand is associated with high quality, cutting-edge technology,
and a premium user experience.
 Influence: This strong brand equity allows Apple to charge higher prices for its
products compared to competitors. Despite the higher costs, customers are willing to pay
for the perceived value and prestige of owning an Apple product.

- Marketing management is the analysis, planning, implementation, and control of

programs designed to create, build, and maintain beneficial exchanges with target buyers,
so as to achieve organisational objectives. Marketing management seeks to manage
demand efficiently and effectively, so as to help consumers obtain value in their
transactions while securing a profit for the company.

7) Differentiate between market-skimming and market-penetration pricing

strategies. Explain the conditions within which they are effective and give an
 Thu Luan Nguyen – ISEF_2024

example of a company you know that use market-skimming or market-penetration

pricing strategies for its product.

Answer: Market-skimming is used to skim revenues layer by layer from the market by
entering the market with high initial prices.
Market skimming makes sense only under certain conditions.
 The product’s quality and image must support its higher price, and enough buyers
must want the product at that price.
 The costs of producing a smaller volume cannot be so high that they cancel the
advantage of charging more.
 Competitors should not be able to enter the market easily and undercut the high
price.
 Ex: Apple frequently uses this strategy. With each new generation of Apple
iPhone, iPad, or MacBook laptop, new models start at a high price then work their
way down as newer models are introduced. In this way, Apple skims the
maximum amount of revenue and margins from the various segments of the
market.

- Market penetration is used to penetrate the market quickly and deeply to attract a
large number of buyers quickly and win a large market share by setting a low price
initially when it enters the market.
- Several conditions must be met for penetration pricing to work.
 The market must be highly price sensitive so that a low price produces more
market growth.
 Production and distribution costs must decrease as sales volume increases.
 The low price must help keep out the competition, and the penetration pricer
must maintain its low-price position. Otherwise, the price advantage maybe
only temporary
 EX: Amazon does this for some of its digital products and services. Amazon
used penetration pricing for Amazon Prime Video in more than 240
international markets to build a customer base and make headway against
higher priced Netflix.
8) A company's marketing communications mix—also called its promotion mix—
blends five different components. List and give an example for each component to
clarify.
Answer:
 Advertising: Any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor. Ex: broadcast, print, online, mobile,
outdoor, and other forms.
 Sales promotion: Short-term incentives to encourage the purchase or sale of a
product or service. EX: discounts, coupons, displays, demonstrations, and events.

 Personal selling: Personal customer interactions by the firm’s sales force to

 Thu Luan Nguyen – ISEF_2024

engage customers, make sales, and build customer relationships. EX: sales
presentations, trade shows, and incentive programs
 Public relations (PR): Activities designed to engage the company’s various
publics and build good relations with them. Ex: stories, sponsorships, events, and
webpages
 Direct and digital marketing: Engaging directly with carefully targeted
individual consumers and customer communities to both obtain an immediate
response and build lasting customer relationships. EX: direct mail, email, catalogs,
online and social media, mobile marketing, and more.

Vinamilk's 4P strategy
1. Product: Vinamilk focuses on researching and producing a variety of products but
always ensures outstanding quality. Currently, their products are used for many ages,
from young children, pregnant women to the elderly. Vinamilk always meets the needs of
all consumers with delicious, nutritious, healthy products associated with popular brands
such as: VNM liquid milk, VNM yogurt, Ong Tho condensed milk, …

2. Price: Vinamilk has a flexible pricing strategy, from affordable products to high-end
products. The company often takes advantage of cost and scale to maintain competitive
prices in the market. They also create discount and promotional campaigns to attract
customers and maintain market share.
Distribution: Vinamilk has an extensive distribution system, including agents,
convenience stores, supermarkets, restaurants, and retail stores throughout Vietnam. They
also expanded their export system to reach international markets. Vinamilk's location
strategy helps them reach many customers and create convenience for consumers.

Promotion: Vinamilk is one of the leading dairy brands in Vietnam and they invest
significantly in advertising and marketing. The company often uses various media
advertising campaigns, from television to social media and sponsored events, to increase
brand awareness and positively influence consumer perceptions of their products.

Mô hình SWOT: is a theoretical framework based on which we can review strategies,

determine the position and direction of an organization, a company, analyze business
proposals or any other ideas which are related to the interests of the business.

 SO (Strengths - Opportunities): based on the company's advantages to take

advantage of market opportunities.
 WO (Weaks - Opportunities): based on the company's ability to overcome
weaknesses to take advantage of market opportunities.
 ST (Strengths - Threats): based on the company's advantages to avoid market
risks.
 WT (Weaks - Threats): based on the ability to overcome or minimize the
company's weaknesses to avoid market risks.
 Thu Luan Nguyen – ISEF_2024

Example of Vinamilk:

5. Strengths:

 Strong Brand Recognition: Vinamilk is a well-known brand in Vietnam and has a

strong reputation for quality and reliability.
 Distribution Network: The company has a widespread and efficient distribution
network across Vietnam, ensuring its products are widely available.
 Quality Products: Vinamilk provides high-quality dairy products, including
milk, yoghurt, ice cream, and cheese.
 Vinamilk has a strong financial position. It is the 3rd most valued brand in
Vietnam, with a brand value of US$2.1 billion


6. Weaknesses:

 Dependence on the Domestic Market: A significant portion of Vinamilk’s

revenue comes from the domestic market, making it vulnerable to local
economic conditions and market saturation.
 The company faces high operational costs, including production and
distribution expenses, which can affect profitability.
 Despite efforts to expand internationally, Vinamilk's presence in foreign
markets is still relatively limited compared to global dairy giants.

7. Opportunities:
 Expanding International Market: There is significant potential for growth in
international markets, especially in neighboring Asian countries and other
emerging markets.
 Increasing consumer awareness about health and nutrition presents an
opportunity for Vinamilk to expand its range of healthy and organic
products.
 Collaborating with other companies can help Vinamilk enhance its product
offerings and enter new markets.
 The rise of e-commerce provides an opportunity for Vinamilk to expand its
sales channels and reach more customers online.
8. Threats:
 The dairy industry is highly competitive, with both local and international
players vying for market share, which can impact Vinamilk’s market
position and profitability.
 Fluctuation in the prices of raw materials, such as milk, can affect
production costs and profit margins.
 Stringent regulations and changes in food safety standards can impact
operations and increase compliance costs.
 Thu Luan Nguyen – ISEF_2024

 Economic downturns or instability in key markets can affect consumer

purchasing power and demand for dairy products.

9) Explain why a public relations campaign can be a more cost-effective option for
corporations than an advertising campaign. Give an example of a successful PR
campaign that you know.
Public relations (PR) with news stories, features, sponsorships, and events seem more
real and believable to readers than ads do. Moreover, Public relations can have a strong
impact on public awareness at an economical cost and more effective than advertising
can.
The company does not pay for the space or time in the media. Rather, it pays for a staff to
develop and circulate information and to manage events.
If the company develops an interesting story or event, it could be picked up by several
different media, having the same effect as advertising that would cost millions of dollars.
And it would have more credibility than advertising.

The Dove "Real Beauty" campaign aimed to challenge conventional beauty standards
and promote a broader, more inclusive definition of beauty.

Its success was driven by earned media and viral content that contributed greatly to
reduce costs compared to a traditional advertising campaign. The organic spread of the
campaign's message through social media sharing demonstrated the power of PR in
achieving significant reach and impact without the high expenses paid for advertisements.

Question: In a short essay, discuss the challenges and advantages that new
communication technologies have created for marketers.
New communication technologies have transformed the landscape of marketing, bringing
both challenges and advantages.

# Advantages

 Wider interaction
A lot of communication tools such as chat bot AI, email, blog, websites or social media
platforms like Facebook, Instagram, and Twitter enable marketers to connect with a
global audience instantly. This help the enterprise to expand interaction with a variety of
customer segments as well as increase their brand recognition. For ex, the ice scream and
tea brand Mixue built a sizable following in Viet Nam through social media wihtout
 Thu Luan Nguyen – ISEF_2024

extensive advertising.

 Targeted Advertising:
With the advencement of technology, marketers can now create highly targeted
advertising campaigns. They can tailor content based on user behavior, preferences, and
demographics, leading to more relevant and engaging experiences.

 Cost-Effectiveness:
Digital channels often cost less than traditional advertising methods. Social media
advertising, email campaigns, and content marketing generally require lower budgets
compared to TV, radio, or print ads. This enables even small businesses to compete in the
market and reach their target audience.

Challenges

 Information Overload:
The high volume of content produced and shared daily can lead to information overload
for consumers. Marketers face the challenge of breaking through the noise to capture and
retain the attention of their audience.
 Privacy Concerns:
Consumers are becoming more aware of how their data is being used, leading to
growing demands for data protection. Marketers must navigate these privacy concerns
carefully to build and maintain trust with their audience.

 Rapid Technological Changes:

Keeping up with evolving technologies can be overwhelming. This could raise strong
competition between businesses with the same application of technological advances to
promote products more effectively. Therefore, Marketers must continuously adapt to new
platforms, tools, and trends to stay relevent.
 Managing Negative Feedback:
Consumers can easily share their opinions and experiences, both positive and negative.
Thereby managing negative feedback and online reputation becomes a critical aspect of
modern marketing. A single negative review or viral post can significantly impact a
brand's image.

 Conclusion
New communication technologies have brought some significant merits for marketing.
However, they also present challenges that require marketers to be agile, informed, and
strategic. Balancing the advantages with the potential drawbacks is essential for
achieving marketing success in the digital age.
 Thu Luan Nguyen – ISEF_2024

Phân tích môi trường vĩ mô của cocoon

1.Môi trường nhân khẩu học
 Theo Net Pyramids Net 2020, dân số chính của Việt Nam nằm trong độ tuổi từ
15-44, là khách hàng mục tiêu của Cocoon. Điều này cho thấy rằng độ tuổi tốt
nhất cho phân khúc của Cocoon là thế hệ Y và tuổi Z.
 Mối quan tâm ngày càng tăng về sức khỏe và sắc đẹp là một dấu hiệu tốt để
Cocoon thực hiện kế hoạch định giá của mình. Với giá chỉ 200.000- 300.000
đồng, các sản phẩm của Cocoon có giá thành rất hợp túi tiền của người Việt.
2.Môi trường kinh tế
 Tăng trưởng kinh tế của Việt Nam trong những năm gần đây giúp nâng cao thu
nhập của người dân, từ đó thúc đẩy nhu cầu tiêu dùng mỹ phẩm, bao gồm cả sản
phẩm của Cocoon.
 Lạm phát có thể ảnh hưởng đến giá cả nguyên liệu đầu vào và giá bán sản phẩm
của Cocoon, gây áp lực lên lợi nhuận của doanh nghiệp.
 Sự phát triển của thương mại điện tử tạo ra kênh bán hàng mới cho Cocoon, giúp
tiếp cận khách hàng tiềm năng một cách hiệu quả hơn.
3.Môi trường chính trị
 Sự ổn định chính trị: Việt Nam duy trì môi trường chính trị ổn định, tạo điều kiện
thuận lợi cho hoạt động kinh doanh của Cocoon.
 Chính sách thuế: Chính sách thuế tương đối ưu đãi cho các doanh nghiệp sản xuất
trong nước có thể hỗ trợ Cocoon trong việc giảm chi phí sản xuất và tăng lợi
nhuận.
 Quy định về mỹ phẩm: Các quy định về mỹ phẩm ngày càng chặt chẽ hơn có thể
ảnh hưởng đến hoạt động sản xuất và kinh doanh của Cocoon. Tuy nhiên, Cocoon
có thể tận dụng cơ hội này để khẳng định chất lượng sản phẩm và xây dựng uy tín
thương hiệu.
4. Môi trường văn hóa
 Nhu cầu làm đẹp: Nhu cầu làm đẹp ngày càng tăng cao, đặc biệt là ở giới trẻ, là cơ
hội lớn cho Cocoon.
 Xu hướng sử dụng mỹ phẩm thiên nhiên: Xu hướng sử dụng mỹ phẩm thiên nhiên
ngày càng phổ biến, phù hợp với định vị thương hiệu của Cocoon. Mỗi sản phẩm
của Cocoon đều được tạo nên từ các thành phần chính từ thiên nhiên Việt Nam.
Chứa các yếu tố truyền thống, tự nhiên và lành mạnh, sản phẩm của Cocoon dễ
dàng đáp ứng nhu cầu của người tiêu dùng Việt Nam.

5.Yếu tố Công nghệ (Technological):

 Áp dụng các công nghệ sản xuất tiên tiến giúp Cocoon nâng cao chất lượng sản
phẩm và giảm chi phí sản xuất.
 Kỹ thuật tiếp thị trực tuyến và mạng xã hội giúp Cocoon tiếp cận khách hàng tiềm
năng một cách hiệu quả hơn và xây dựng thương hiệu.
 Xu hướng mua sắm trực tuyến tạo ra kênh bán hàng mới cho Cocoon và giúp tiếp
cận khách hàng tiềm năng trên toàn quốc.
 Thu Luan Nguyen – ISEF_2024

6.Yếu tố Môi trường (Environmental):

 Biến đổi khí hậu: Biến đổi khí hậu có thể ảnh hưởng đến nguồn cung nguyên liệu
đầu vào của Cocoon.
 Ô nhiễm môi trường: Ô nhiễm môi trường khiến người tiêu dùng ngày càng quan
tâm đến các sản phẩm thân thiện với môi trường, tạo lợi thế cho Cocoon.
 Quy định về bảo vệ môi trường: Các quy định về bảo vệ môi trường ngày càng
chặt chẽ hơn có thể ảnh hưởng đến hoạt động sản xuất của Cocoon.

1. Demographic environment
• According to Net Pyramids Net 2020, the main population of Vietnam is
between the ages of 15-44, which is Cocoon's target customer. This suggests that
the best age for Cocoon's segment is Generation Y and Age Z.
• The growing concern for health and beauty is a good sign for Cocoon to
implement its pricing plan. With a price of only 200,000-300,000 VND, Cocoon's
products are very affordable for Vietnamese people.

2. Economic environment
• Vietnam's economic growth in recent years has helped to raise people's incomes,
thereby boosting the demand for cosmetics, including Cocoon's products.
• Inflation can affect the price of input materials and the selling price of Cocoon's
products, putting pressure on the profitability of the business.
• The development of e-commerce creates a new sales channel for Cocoon,
helping to reach potential customers more effectively.

3. Political environment
• Political stability: Vietnam maintains a stable political environment, creating favorable
conditions for Cocoon's business activities.
• Tax policy: Relatively preferential tax policy for domestic manufacturing enterprises
can support Cocoon in reducing production costs and increasing profits.
• Cosmetics regulations: Increasingly stringent cosmetics regulations may affect Cocoon's
production and business activities. However, Cocoon can take advantage of this
opportunity to affirm product quality and build brand reputation.

4. Cultural environment
• Beauty Demand: The increasing demand for beauty, especially among young people, is
a great opportunity for Cocoon.
• Trend of using natural cosmetics: The trend of using natural cosmetics is increasingly
popular, in line with Cocoon's brand positioning. Each product of Cocoon is made up of
key ingredients from Vietnam's nature. Containing traditional, natural and healthy
elements, Cocoon's products easily meet the needs of Vietnamese consumers.
 Thu Luan Nguyen – ISEF_2024

5. Technological Factor:
• Applying advanced production technologies helps Cocoon improve product quality and
reduce production costs.
• Online marketing and social media techniques help Cocoon reach potential customers
more effectively and build a brand.
• The online shopping trend creates a new sales channel for Cocoon and helps reach
potential customers across the country.

6. Environmental Factors:
• Climate Change: Climate change may affect the supply of Cocoon's input materials.
• Environmental pollution: Environmental pollution makes consumers increasingly
interested in environmentally friendly products, creating an advantage for Cocoon.
• Environmental Protection Regulations: Stricter environmental protection regulations
may affect Cocoon's production activities.