1. Dch v l: 1. Hng ha v hnh 2. Nhng hnh vi 3. Nhng hot ng 4. Cu b v c ng p n: cu d 2. Bn cht ca dch v l: 1. Mt sn phm 2. Mt qu trnh bao gm nhiu giai on 3.

Kh gi vng cc tiu chun v kim sot cht lng 4. Tt c cc cu trn u ng p n: cu d 3. Bn c im c bn ca dch v l: 1. Tnh v hnh, tnh khng ng nht, tnh bt kh phn & tnh d phn hy. 2. Tnh hu hnh, tnh khng tn kho, tnh bt kh phn & tnh khng ng nht. 3. Tnh v hnh, tnh khng tn kho, tnh khng s hu & tnh bt kh phn 4. Tnh v hnh, tnh khng ng nht, tnh khng s hu & tnh d phn hy. p n: cu a 4. Marketing tng tc l: 1. Marketing quan h 2. Marketing giao dch 3. Marketing ni b 4. Tt c u sai p n: cu b 5. Marketing mix dch v l tp hp nhng cng c marketing theo 4 yu t gi l 4 P ( Product, Price, Place v Promotion) m cng ty s dng theo ui nhng mc tiu marketing ca mnh trn th trng mc tiu. 1. ng 2. Sai 3. Theo 6 yu t (6P) 4. Theo 7 yu t (7P)

p n: cu d 6. Marketing hn hp dch v bao gm: 1. 4 yu t (4P) 2. 6 yu t (6P) 3. 7 yu t (7P) 4. 9 yu t (9P) p n: cu c 7. Yu t con ngi (People) trong marketing dch v l: 1. Nhn vin 2. Khch hng 3. Thng t vn ha v gi tr 4. Tt c cc cu trn p n: cu d 8. Lm th no tr nn tt hn so vi i th cnh tranh: 1. Bn r hn 2. Thng tin nhanh hn 3. Bn sn phm cht lng cao hn 4. Lm ng iu khch hng cn p n: cu d 9. Mc tiu ch yu ca khuyn mi l g? 1. Tng danh ting nhn hiu 2. To thin cm 3. Thay i nhn thc ca khch hng 4. y mnh tiu th hng ha p n: cu d 10. Tam gic marketing dch v bao gm: 1. Internal marketing, External marketing & Service marketing 2. Internal marketing, External marketing & Interactive marketing 3. Internal marketing, Relationship marketing & Interactive marketing 4. Internal marketing, Service marketing & Relationship marketing

p n: cu b 11. Th trng hot ng ca marketing dch v: 1. Th trng khch hng & th trng ni b 2. Th trng cung ng & th trng trung gian 3. Th trng tuyn dng & th trng quyn lc 4. Tt c cc cu trn p n: cu d 12. Khch hng mua hng ha hay dch v chnh l mua nhng tin ch, gi tr v: 1. Gi tr tuyt i 2. Gi tr gia tng 3. Gi tr cng thm 4. Gi tr mi p n: cu b 13. Marketing hn hp dch v bao gm: 1. Product, Price, Place, Promotion 2. Product, Price, Place, Promotion, Package, People, Process 3. Product, Price, Place, Promotion, People, Process, Customer service 4. Product, Price, Place, Promotion, People, Process, Physical evidence p n: cu d 14. Chng c hu hnh (Physical Evidence) trong marketing dch v, gm: 1. Thit k phng tin, nhn vin, trang thit b, du hiu 2. Trang thit b, du hiu, bi xe, phong cnh, trang phc nhn vin 3. Thit k phng tin, my mc, cch bi tr, nhn vin, ng phc 4. Danh thip, ng phc, cc ch dn, nhit , quy trnh hot ng p n: cu b 15. Cn c xy dng mc tiu dch v l: 1. S mng 2. Chin lc 3. Cc gi tr 4. Tt c cc cu trn

p n: cu d 16. i vi ngi tiu dng dch v, gi dch v bao gm: 1. Gi tham kho v Chi ph phi tin t 2. Chi ph phi tin t v Chi ph tin t 3. Gi tham kho v Chi ph tin t 4. Chi ph phi tin t v gi dch v p n: cu a 17. Yu t no nh hng n Marketing m Cty c th kim sot c? 1. i th cnh tranh 2. Chnh ph 3. Cc lc lng x hi 4. Nhn vin bn hng p n: cu d 18. Th trng mc tiu ca cng ty bao gm: 1. Mi khch hng c nhu cu 2. Khch hng c sc mua 3. Nhng khch hng m doanh nghip tp trung cc hot ng Marketing 4. Khch hng trung thnh p n: cu c 19. Cng c chiu th Marketing gm c: 1. Qung co, marketing trc tip, quan h cng chng (PR) 2. Qung co, quan h cng chng, bn hng trc tip 3. Qung co, quan h cng chng, khuyn mi 4. Cc cu trn u ng p n: cu d 20. L mt doanh nghip dch v va & nh, dch v ca bn khng phi ai cng c th s dng. gii thiu dch v ca mnh mt cch hiu qu nht, bn phi lm cch no: 1. Thc hin mt chng trnh qung co trn TV 2. Gi th trc tip n cc khch hng c la chn 3. T chc cc s kin thu ht nhiu ngi n xem

4. Qung co trn cc bo p n: cu b 21. Mt dch v c cht lng l: 1. Dch v p ng c s mong i ca khch hng 2. Dch v c chi ph thp 3. Dch v p ng v vt qua c s k vng ca khch hng 4. Dch v khc bit so vi i th cnh tranh v quan trng i vi khch hng p n: cu c 22. nh v dch v tt: 1. Gip doanh nghip kim c li nhun nhiu hn i th 2. Gip ngi mua phn bit d dng & chnh xc dch v 3. Gip to ra s khc bit v dch v trong tm tr khch hng 4. Cu b v cu c ng p n: cu d 23. Bn chin lc tng qut m cc doanh nghip kinh doanh dch v c th la chn l: 1. Differentiation, Cost leadership, Technology Innovation, Customer Intimacy. 2. Overall - Differentiation, Focusing - Differentiation, Operational Excellence, Technology Innovation. 3. Overall Cost leadership, Overall Differentiation, Customer Intimacy, Operational Excellence. 4. Tt c u sai p n: cu d 24. Bn chin lc tng qut m cc doanh nghip kinh doanh dch v c th la chn l: 1. Overall - Differentiation, Focusing - Differentiation, Operational Excellence, Technology Innovation. 2. Overall Cost leadership, Overall Differentiation, Customer Intimacy, Operational Excellence. 3. Overall Cost leadership, Focusing Cost leadership, Overall Differentiation, Focusing Differentiation 4. Leader, Challenger, Follower, Nicher

p n: cu c 25. Ngy nay, chu k sng ca sn phm/dch v ngy cng ngn li l bi v: 1. S pht trin ca cng ngh 2. S cnh tranh ca cc doanh nghip 3. Nhu cu ca ngi tiu dng 4. Tt c cc p n trn p n: cu d 26. Trong ma trn Ansoff, cc chin lc marketing gm: 1. Pht trin sn phm, pht trin th trng, pht trin khch hng v a dng ha. 2. Xm nhp th trng, pht trin th trng, pht trin sn phm v a dng ha. 3. Xm nhp th trng, pht trin khch hng, pht trin sn phm v a dng ha. 4. Pht trin th trng, pht trin sn phm, a dng ha v pht trin th phn. p n: cu b 27. Yu t c nh hng trc tip ti kh nng thu li nhun ca doanh nghip kinh doanh dch v: 1. Khch hng 2. i th 3. Chu k sng ca sn phm 4. Nh cung cp p n: cu c 28. Vi xu hng i sng ca sn phm/dch v ngy cng ngn li, cc nh marketing cn phi: 1. C gng ko di chu k sng ca sn phm/dch v cng lu cng tt. 2. Rt ngn giai on suy thoi cng ngn cng tt 3. Ko di giai on tng trng cng lu cng tt 4. Rt ngn giai on pht trin & ko di giai on bo ha p n: cu c 29. Chu k sng ca sn phm dch v gm c:

1. 3 giai on 2. 4 giai on 3. 5 giai on 4. 6 giai on p n: cu c 30. Dch v mang li gi tr nhm tha mn mong i ct li ca khch hng gi l: 1. Dch v ct li 2. Dch v chnh 3. Dch v ph 4. Dch v cng thm p n: cu b 31. Nhng dch v gip khch hng c cm nhn tt hn v dch v ct li gi l: 1. Dch v bao quanh 2. Dch v chnh 3. Dch v ph 4. Dch v cng thm p n: cu a 32. gia tng li nhun cho doanh nghip, nh lm marketing phi: 1. Rt ngn giai on gii thiu sn phm trong chu k sng sn phm cng ngn cng tt. 2. Ko di giai on tng trng ca sn phm cng lu cng tt. 3. Ko di giai on bo ha ca sn phm cng lu cng tt. 4. Rt ngn giai on suy thoi ca sn phm cng ngn cng tt. p n: cu b 33. Trong mi trng cnh tranh ngy nay, cc giai on ca chu k sng ca sn phm, giai on no l quan trng nht: 1. Khi xng 2. Gii thiu 3. Pht trin 4. Tng trng p n: cu a

34. Ngi tiu dng phn bit dch v ca doanh nghip thng qua s khc bit: 1. Gi v chi ph 2. Hiu qu v gi 3. Gi v thng tin 4. Hiu qu v gi tr gia tng p n: cu d 35. Thnh vin trc tip tham gia knh phn phi bao gm: 1. Cc trung gian v ngi tiu dng. 2. Nhn vin cung ng, cc trung gian v ngi tiu dng 3. Nhn vin cung ng v ngi tiu dng 4. Nhn vin cung ng, cc trung gian, ngi tiu dng v ngi mi gii p n: cu b 36. Trong Marketing dch v, c 2 loi knh phn phi: 1. Knh 1 cp v knh nhiu cp 2. Knh trc tip v knh gin tip 3. C 2 ng 4. C 2 sai p n: cu b 37. Nhng yu t no sau y khng nh hng trc tip n qu trnh nh gi dch v: 1. Chu k sng, co gin 2. Cung cu 3. Hin trng kinh t, yu t u vo 4. Thng tin, chi ph chm p n: cu d 38. i vi dch v t vn doanh nghip, dch v mong i l: 1. T vn chuyn nghip 2. Nhn s chuyn nghip 3. Dch v ng tin cy 4. Cu a & cu c ng

p n: cu d 39. Dch v no sau y gi l dch v gia tng ca dch v ct/un tc: 1. Th gii 2. Kinh doanh lu nm 3. C tr liu sc p 4. Cc cu trn u ng p n: cu c 40. Dch v no sau y c th chim 70% chi ph ca dch v nhng tc ng khch hng nhn bit dch v thng ch chim khong 30%: 1. Dch v bao quanh 2. Dch v ct li 3. Dch v ph 4. Dch v cng thm p n: cu b 41. tng pht trin dch v c th n t: 1. Ngun ni b 2. Khch hng 3. Nh phn phi 4. Tt c cc cu trn p n: cu d 42. Trong Marketing dch v, con ngi bao gm: 1. Khch hng, cc nh trung gian 2. Khch hng v ton b cn b nhn vin trong cng ty. 3. Khch hng, cc nh trung gian, v ton b cn b nhn vin trong cng ty. 4. Khch hng bn trong, cc nh trung gian v khch hng bn ngoi p n: cu c 43. Khc vi sn phm hng ha hu hnh: 1. Cht lng dch v kh xc nh, kh kim sot 2. Kh kim sot, cha c chin lc qun l hiu qu 3. Cha c chin lc qun l hiu qu, cht lng dch v kh xc nh 4. Cht lng dch v kh xc nh, kh kim sot, cha c chin lc qun

l hiu qu p n: cu d 44. qun l cht lng dch v, ngi ta thng p dng cc chin lc no sau y: 1. Qun l s khc bit, Qun l nng sut, Chin lc nhn s 2. Qun l nng sut, Chin lc hu mi, Qun l s khc bit 3. Chin lc hu mi, Qun l s khc bit, Chin lc cnh tranh 4. Qun l nng sut, Chin lc hu mi, Chin lc gi p n: cu b 45. M hnh 5 l hng l m hnh khc bit v hiu bit v cm nhn v cht lng dch v gia: 1. Khch hng v nh cung cp 2. Khch hng v trung gian 3. Khch hng v khch hng 4. Khch hng, Trung gian, Nh cung cp p n: cu a 46. c tnh lm dch v khc bit phi tha mn nhng tiu chun: 1. Quan trng i vi khch hng 2. Khc bit so vi cc sn phm c 3. u vit 4. Tt c cc cu trn p n: cu d 47. thc hin chin lc nh v, doanh nghip phi a ra c nhng c tnh c bn ca dch v ph hp vi: 1. Chin lc dch v ca doanh nghip 2. Nhu cu ca khch hng 3. Dch v ca i th cnh tranh 4. K vng ca khch hng p n: cu b 48. Hot ng giao tip c nhn dch v l hot ng: 1. Sn xut & bn dch v

2. Phn phi & chuyn giao dch v 3. Sn xut, phn phi & bn dch v 4. Sn xut, phn phi & chuyn giao dch v p n: cu c 49. Chuyn giao dch v l qu trnh: 1. Sng to dch v 2. Cung ng dch v 3. Sn xut, phn phi & t chc chuyn giao dch v 4. Sn xut & bn dch v p n: cu c 50. C nhn ha dch v l: 1. Nhn vin cung ng d on nhu cu ca khch hng thc hin dch v 2. Nhn vin cung ng t pht trin dch v theo ring ca mnh 3. Nhn vin cung ng phi da vo kch bn dch v thc hin dch v 4. Tt c cc cu trn u ng p n: cu a 51. Dch v c cht lng l dch v m khch hng nhn c c: 1. Gi tr nhn c ln hn gi tr mong i 2. Gi tr nhn c bng gi tr mong i 3. Gi tr nhn c ln hn hoc bng gi tr mong i 4. Cu a v cu c u ng p n: cu d 52. Giao tip c nhn dch v, cuc chin t ba pha, bao gm: 1. Doanh nghip, khch hng v i th cnh tranh 2. Doanh nghip, nhn vin v Khch hng 3. Khch hng, nhn vin v i th cnh tranh 4. Doanh nghip, i th cnh tranh v nhn vin p n: cu b 53. M hnh 5 l hng bao gm : a. 1 l hng khch hng v 4 l hng nh cung cp

b. 1 l hng nh cung cp v 4 l hng khch hng c. 2 l hng khch hng v 3 l hng nh cung cp d. 3 l hng khch hng v 2 l hng nh cung cp p n: cu a 54. L hng khch hng: a. S khc bit gia nhng k vng v nhn thc ca khch hng b. S khc bit gia nhng k vng v nhn thc ca khch hng v ca cng ty. c. S khc bit gia nhng k vng v nhn thc ca cng ty d. C 3 sai p n: cu a 55. Trong Marketing dch v, thc hin v chuyn giao dch v chun mc l mt phng tin cha kha : a. Khp l hng s 1 b. Khp l hng s 2 c. Khp l hng s 3 d. Khp l hng s 4 p n: cu c 56. Trong Marketing dch v, cc cng c kch thch tiu th, nh gi v cc chng c vt cht l mt phng tin cha kha : a. Khp l hng s 1 b. Khp l hng s 2 c. Khp l hng s 3 d. Khp l hng s 4

p n: cu d 57. L hng th 3 (khong cch gia tiu chun theo khch hng v phn phi dch v) c hiu l doanh nghip: 1. Khng hiu s mong i ca khch hng 2. Khng c tiu chun dch v khch hng hoc tiu chun khng p ng c mong i ca khch hng 3. Khng thc hin ng tiu chun ra 4. Khng thng bo y tiu chun dch v khch hng n khch hng p n: cu c 58. Nguyn nhn dn n l hng th nht (doanh nghip khng hiu s mong i ca khch hng) l do: 1. Thiu nh hng marketing 2. Thiu nhng chun mc theo suy ngh ca khch hng 3. Thiu chnh sch ngun nhn lc 4. Thng t theo chiu ngang khng tng thch p n: cu a 59. Nguyn nhn dn n l hng th 2 (doanh nghip khng c tiu chun dch v theo mong i ca khch hng) l do: 1. Thiu knh thng t 2. Thit k dch v ngho nn 3. Khch hng khng p ng vai tr 4. Tt c cc cu trn u sai p n: cu b 60. Nguyn nhn dn n l hng th 4 (doanh nghip khng thng bo y tiu chun dch v n khch hng) l do: 1. Qun tr nhng k vng khng hiu qu 2. Doanh nghip qu ba hoa 3. Thng t theo chiu ngang khng tng thch 4. Tt c cc cu trn u ng p n: cu d 61. Gi ca dch v l: 1. Khi lng tin m ngi tiu dng b ra nhn c li ch khi s dng dch v.

2. Nhng li ch m dch v mang li cho ngi s dng. 3. Chi ph sn xut cng thm mt mc li nhun ca doanh nghip. 4. Tt c cc cu trn u ng p n: cu a 62. Dch v tha mn nhu cu ca khch hng thng qua: 1. Cc c tnh 2. Cc li ch 3. C a v b u ng 4. C a v b u sai p n : cu b 63. Khch hng s mua dch v nu : 1. Gi tr cm nhn ca dch v bng gi ca dch v 2. Gi ca dch v ln hn gi tr cm nhn ca dch v 3. Gi ca dch v nh hn gi tr cm nhn ca dch v 4. Tt c cc cu trn u sai p n : cu c 64. Gii php lp l hng th 3 (doanh nghip khng thc hin ng cc tiu chun ra): 1. Thit k dch v theo k vng ca khch hng 2. Xy dng chnh sch ngun nhn lc hiu qu 3. C bin php kch thch khch hng p ng vai tr 4. Cu b v cu c ng p n: cu d 65. Ba mc tiu c bn ca chiu th l thng tin, thuyt phc v: 1. Qung b 2. Nhc nh 3. Kch thch tiu dng 4. Xy dng thng hiu p n: cu b 66. Mu thun theo knh phn phi chiu dc l mu thun gia: 1. Nh cung ng v nh phn phi

2. Nh phn phi v cc i l 3. Cc i l vi nhau 4. Cu a v cu b ng p n: cu d 67. Nhng yu t quyt nh cht lng dch v: 1. Giao tip, tnh tin cy, tnh sn sng, s hiu bit khch hng. 2. Nhn vin, uy tn doanh nghip, gi c, qung co 3. S an ton, tnh hu hnh ha, khuyn mi, giao tip 4. Gi c, qung co, khuyn mi, tnh sn sng. p n: cu a 68. Trong quy trnh truyn thng th yu t no sau y l quan trng nht: 1. Ngun xut pht 2. Knh truyn thng 3. Thng ip 4. Ngi nhn p n: cu c 69. Vai tr h tr ca nhn vin trong marketing dch v th hin : 1. L ngi trc tip cung ng dch v cho khch hng. 2. Gip trong vic trao i dch v nhng khng tham gia vo . 3. Lm cho qu trnh giao dch dch v thun tin hn. 4. Tham gia mt phn vo dch v p n: cu b 70. Mc tiu u tin ca marketing quan h l xy dng v duy tr nhng khch hng cu chung thy - ngi to ra li nhun cho t chc. 1. ng 2. Sai 3. Tm khch hng mi 4. Tm khch hng c v mi p n: cu a 71. Trong kinh doanh dch v, cht lng dch v phn ln c to ra bi: 1. Khch hng

2. Nhn vin cung ng 3. Doanh nghip 4. Cc trung gian p n: cu b 72. M t cng vic l cng vic thuc giai on no trong cc giai on tuyn m nhn vin: 1. Giai on u 2. Giai on la chn 3. Giai on theo di 4. Tt c cc giai on p n: cu a 73. tuyn dng mt nhn vin c nng lc p ng yu cu cng vic, nh tuyn dng thng i hi cc yu t no? 1. Tnh cch v quan im c nhn 2. Kinh nghim 3. Kin thc chuyn mn 4. Tt c cc cu trn p n: cu d 74. iu g to nn s k vng ca khch hng 1. Kinh nghim tiu dng 2. Tm l c nhn 3. Thng tin truyn ming 4. C 3 cu trn p n: cu d 75. Li ch cho cng ty khi duy tr khch hng: a. Gim ph, gia tng sc mua b. Qung co truyn ming min ph c. Duy tr nhn vin, tng gi tr chu k sng ca khch hng d. C 3 cu trn p n: cu d

76. Mc tiu u tin ca marketing quan h l: a. Xy dng v duy tr nhng khch hng chung thy b. Tm khch hng mi 3. Xy dng, duy tr khch hng c, tm khch hng mi 4. C 3 sai p n: cu a 77. Duy tr mi quan h khch hng s: a. Mang li li ch cho cng ty b. Mang li li ch cho khch hng c. C 2 ng d. C 2 sai p n: cu c 78. Mc tiu ca hot ng Marketing l cung cp cho khch hng: 1. Nhng g h cn mc gi thch hp 2. Nhng g h cn mi lc, mi ni 3. Bt c nhng g h cn ng lc, ng ni 4. ng sn phm h cn, ng lc, ng ni, ng gi tr p n: cu d 79. o lng thnh cng ca chin dch Marketing bng cch no: 1. Bng doanh thu bn hng 2. S nhn bit nhn hiu/thng hiu tng ln 3. Tng trng th phn 4. C 3 cch trn p n: cu d 80. Kch thch khch hng mua nhiu hn l hot ng: 1. ng gi 2. Khuyn mi 3. Bn hng

4. Qung co p n: cu b 81. Hot ng no sau y nhm khuych trng sn phm/dch v: 1. Khi dy s quan tm i vi sn phm/dch v 2. To lng tin cho khch hng i vi sn phm/dch v v doanh nghip 3. Cung cp thng tin v sn phm/dch v v cc li ch ca n 4. C 3 cu trn p n: cu d 82. Cc mc tiu tng qut ca chiu th: 1. Thng tin, tng doanh s, nhc nh 2. Thng bo, thuyt phc, so snh, nhc nh 3. Thng bo v sn phm mi, thuyt phc, nhc nh 4. Thng bo, thuyt phc, gii thch v dch v p n: cu b 83. Gii php tng nng sut dch v: 1. Ci thin cht lng ca lc lng lao ng 2. Thay i phng thc tc ng qua li gia khch hng v ngi cung cp dch v 3. Tng s lng lao ng 4. Cu a v cu b ng p n: cu d 84. Vn c bn m doanh nghip kinh doanh dch v c th gp phi trong qu trnh tm cch gia tng li nhun: 1. Gii hn v v tr 2. Gii hn v khch hng 3. B i th cnh tranh 4. Kh nng lm vic ca nhn vin p n: cu a 85. Yu t con ngi trong marketing dch v bao gm: 1. Khch hng, i th cnh tranh, doanh nghip 2. Nhn vin, khch hng, cc trung gian

3. i th cnh tranh, nhn vin, cc trung gian 4. Cc trung gian, khch hng, i th cnh tranh p n: cu b 86. Chin lc c th s dng tng li nhun cho doanh nghip dch v: 1. a khu vc 2. a ngnh ngh 3. a dch v 4. Tt c cc cu trn p n: cu d 87. u l c hi doanh nghip tng nng sut dch v: 1. Khch hng thng phi in vo nhng mu theo quy nh nhng khng cn thit. 2. Nhn vin lun sn sng phc v theo yu cu ca khch hng 3. Nhn vin hin lm vic ht nng sut 4. Tt c cc cu trn u sai p n: cu a 88. Mc ch ca vic t ra quy trnh dch v l: 1. Bo m dch v c cung ng nhanh nht, hiu qu nht vi chi ph thp nht c th. 2. Cho php gim st cht lng dch v, t nh gi c dch v c v cht lng & nng sut 3. Gim thiu s khc bit, t cho php nh ngn sch chnh xc & k hoch ha nhn s. 4. Tt c cc cu trn p n: cu d 89. Hy chn cu ng t cc cu nhn nh sau: 1. Khch hng l ngi l thuc vo doanh nghip ch khng phi ngc li. 2. Nhim v ca doanh nghip l phi tha mn cc nhu cu v mong i ca khch hng. 3. Khng c doanh nghip ca chng ta th khch hng khng th c sn phm tha mn nhu cu ca mnh. 4. Doanh nghip l ngi lm n cho khch hng khi phc v h.

p n: cu b 90. Dch v khch hng l trch nhim ca: 1. B phn dch v khch hng 2. B phn marketing 3. Ban gim c 4. Tt c mi ngi trong doanh nghip p n: cu d 91. Dch v mong i l: 1. Dch v m doanh nghip mun cung ng cho khch hng 2. Dch v m khch hng mong mun nhn c 3. Dch v m khch hng s nhn c 4. Dch v m doanh nghip xy dng da trn s k vng ca khch hng p n: cu b 92. nh gi cng chi ph l phng php xc nh gi bng cch: 1. Cng thm mt phn nht nh no vo chi ph ca dch v, thng c xc nh bng phn trm. 2. Da vo gi ca i th cnh tranh 3. Da vo tng chi ph bin i trung bnh ca dch v 4. Da vo lng cu ca dch v trn th trng v chi ph sn xut p n: cu a 93. Gii php tng nng sut dch v rt hiu qu m cc doanh nghip thng t ti: 1. u t nhiu hn v cng nghip v thit b 2. T ng ha cc nhim v trc khi giao cho nhn vin 3. Thay i phng thc tc ng qua li gia khch hng v ngi cung cp dch v 4. Ci thin cht lng ca lc lng lao ng p n: cu c 94. Vn doanh nghip cn tht s ch trong qu trnh giao tip vi khch hng. 1. S k vng ca khch hng v dch v 2. Vn ha ca khch hng

3. Hnh vi ca khch hng 4. Lng tin ca khch hng p n: cu b 95. Doanh nghip lm marketing ni b l tha mn nhu cu ca: 1. Khch hng 2. Doanh nghip 3. Nhn vin 4. Tt c cc cu trn p n: cu c 96. Nhng n lc ca marketing dch v th hin giai on: 1. nh gi sn phm ca khch hng 2. S dng sn phm 3. Mua sn phm 4. Tt c cc giai on trn p n: cu d 97. Mc tiu quan trng nht ca vic thc hin marketing dch v l: 1. Tng doanh s bn hng 2. Mang li nhng gi tr cho khch hng 3. Thch ng vi s cnh tranh 4. Tng s lng khch hng p n: cu b 98. Nhiu khch hng khi s dng dch v khng hi lng nhng li khng phn nn vi doanh nghip l v: 1. S lm mt lng 2. Ngi ngng 3. Thiu kin thc chuyn mn 4. Cu b v cu c ng p n: cu d 99. Nghin cu mc tha mn cng vic ca nhn vin l vic lm thuc lnh vc: 1. Marketing quan h

2. Marketing tng tc 3. Marketing ni b 4. Marketing dch v p n: cu c 100. nh v dch v l: a. To ra mt dch v vi nhng khc bit trn th trng. b. Khc ha vo tm tr ca khch hng nhng hnh nh, nhng khc bit so vi dch v ca i th cnh tranh. c. C 2 ng d. C 2 sai p n: cu b