Chng 6: 6 nh ngha ci ti trong c nhn NTD

1. Self concept ( Nhn thc bn thn): L nhng g chng ta hiu, nhn thc, khi nim v bn thn. 2. Self esteem (Lng t trng):l nhng quan im, suy ngh ca bn v chnh bn thn minh da trn khi nim nhn thc v bn thn, l ngi lun c kh nng nhn xt, nh gi mnh mt cch chnh xc trong bt k trng hp no. 3. +Ideal self ( Con ngi o): mt hnh tng m chng ta mun to cho mnh. +Actual self ( Con ngi thc): nhng gi tr thc m chng ta c.( VD th hin trn mng khi ko ai bjk mnh l ai) +Multiple self: Mi ngi chng ta c nhiu v tr v ng nhiu vai tr trong XH (ch, v, con gi, bn b, ngi yu, cng dn VN..) +Virtual Identity( th gii o): l th gii khng c thc, l nhng gi tr o m con ngi to nn, l ni h bc l bn thn, th hin mt con ngi mi. 4. Looking glass self: Vai tr ca ngi khc p dng cho mnh qua hnh mu ca ngi khc. (taking the role of the other). Ly hnh nh ca ngi khc thnh ca mnh (ngn t, hnh nh) 5. Symbolic Interactionism ( CN hnh tng): ti l ai khi v tr ny? v mi ngi s ngh ti l ai?. 6. Self-Consciousness ( t nhn thc): trong mi quan h cng ng (xy dng hnh tng, ch n qun o, v b ngoi) v c nhn (cch th hin bn thn trong mi quan h XH)

Chng 1:
Hnh vi ngi tiu dng c hiu l nhng phn ng m cc c nhn biu l trong qu trnh ra quyt nh mua hng ha, dch v. Bit c hnh vi ca ngi tiu dng s gip cho doanh nghip a ra nhng sn phm, nhng chin lc tip th v kinh doanh sn phm ph hp. Cc kha cnh tc ng n: Four styles of attachment have been identified in adults: secure, anxious-preoccupied, dismissive-avoidant and fearful-avoidant inh ngha life style thng qua 3 cch: + The way we feel about ourselves +The thing we value + The thing we do in our spare time

Chng 2:
Ngng gic quan l g? Sensory threshold

Nhn thc l mt qu trnh thng qua c th tuyn chn, t chc v gii thch thng tin u vo to ra mt bc tranh c ngha v th gii xung quanh. Nhn thc khng ch ph thuc vo nhng tc nhn vt l m cn ph thuc vo c mi quan h ca cc tc nhn vi mi trng xung quanh v nhng iu kin bn trong c th . Perception (Nhn thc): c to ra thng qua s tc ng qua li ca nhng thi thc, tc nhn kch thch, nhng tm gng, nhng phn ng p li v s cng c. Sensation ( gic quan ):Cm gic l mt qa trnh tm l phn nh thuc tnh ring l ca s vt hin tng khi chng ang tc ng trc tip vo cc gic quan ca ta. . Gii hn ca cng m kch thch gy ra cm gic th gi l ngng ca cm gic.

C ba loi ngng : + Ngng sinh l: l phn ng ca c th di tc ng ca mi trng bn ngoi (Thy me chy nc ming ) + Ngng hon ton (tuyt i): l ngng ti thiu m ngi ta c th phn bit c gia cc tc nhn bn ngoi ( Me Vit Nam chua hn me Thi Lan) + Ngng khc bit: trn & di : so snh, nh gi 2 tc nhn kch thix khc nhau ( - Ngng tuyt i pha trn l cng kch thch ti a vn gy cho ta cm gic. - Ngng tuyt i pha di l cng kch thch ti thiu gy cho ta cm gic( cn gi l ngng tuyt i), n t l nghch vi nhy cm ca cm gic. Trong phm vi gia ngng di v ngng trn l vng cm gic c trong c mt vng phn nh tt nht. Chng hn i vi cm gic nhn ngng di ca mt l nhng sng nh sng c bc sng 390 milimicron v ngng trn 780 milimicron, vng phn nh tt nht 565 milimicoron ca cm gic nghe l 1000hec - Ngng sai bit : l mc chnh lch ti thiu v cng hoc tnh cht ca hai kch thch cho ta phn bit hai kch thch . Ngng sai bit l mt hng s. Cm gic th gic l 1/100. thnh gic l 1/10. V d: Mt vt nng 1kg, phi thm vo t nht l 34 gam na th mi gy cm gic v s bin i trng lng ca n - C 3 nguyn tc trong gy s ch n ngi tiu dng: + Cu trc + ng-m +Phng nn, con s (chit khu 20% dnh cho nhng khch hng n u tin,..) nh ngha k hiu l s tng ng gia cc du hiu v biu tng v vai tr ca n trong s phn cng ( chuyn giao) ngha 3 thnh t c bn ca k hiu: ch th, k hiu, ngha

Chng 3:
Xc nh l thuyt, hnh vi hc tp l g?

Tc nhn kch thch n t mi trng bn ngoi => Hnh vi ngi tiu dng => Phn x( Phn ng, phn hi) ca h Phn bit k c in v cng c: C in: Dng 5 gic quan Cng c: Gi tr hnh nh v c nhn ca ngi tiu dng=> cm nhn=> Gic quan th 6

+ Mong mun cng c, tch cc or tiu cc; khng mong mun; trng pht. * T l c nh, thi gian bin i, tch ly im; nhn qu ngay.

Chng 4:
- Mt ng c l mt nhu cu c sc mnh thi thc ngi ta hnh ng. 4 loi nhu cu c bit: * Need for achivement ( thnh t, gi tr c nhn): sn phm CN cao, nhng hng xa x. * Need for affiliation ( gia nhp nhm) * Need for power * Need for uniqueness ( c nhn, s khc bit): nc hoa. + Gi tr dnh cho khch hng l chnh lch gia tng gi tr ca KH v tng chi ph ca khch hng. Tng gi tr ca KH l ton b nhng ch li m KH trng i 1 sp hay 1 dv nht nh. +Core values: values shared within a culture (xc nh gi tr ct li) Example: individualism versus collectivism

- Message response. - Purchase situatation involvement ( qu ci).

Chng 5:
nh ngha thi Thi din t nhng nh gi tt xu da trn nhn thc bn vng, nhng cm gic cm tnh v nhng xu hng hnh ng ca mt ngi i vi mt khch th hay 1 tng no . Dch chuyn x hi, l khi nim x hi hc dng ch s chuyn ng ca nhng c nhn, gia nh, nhm x hi trong c cu x hi v h thng x hi. Di ng x hi lin quan n s vn ng ca con ngi t mt v tr x hi ny n mt v tr x hi khc trong h thng phn tng x hi. Thc cht di ng x hi l s thay i v tr trong h thng phn tng x hi. Vn di ng x hi lin quan ti vic cc c nhn ginh v tr, a v x hi, lin quan ti iu kin nh hng ti s bin i c cu x hi. Ni hm ca di ng x hi: L s vn ng ca c nhn hay mt nhm ngi t v th x hi ny sang v th x hi khc; l s di chuyn ca mt con ngi, mt tp th, t mt a v, tng lp x hi hay mt giai cp sang mt a v, tng lp, giai cp khc. Di ng x hi c th nh ngha nh s chuyn dch t mt a v ny qua mt a v khc trong c cu t chc

M hnh Katz:

+ CN v li: nhn c v s trng pht.(cc b ni tr i ch xin them hnh+t, h cho rng h lun c li + Chc nng nhn mnh gi tr: bc l ci ti. + Chc nng bo v ci ti: bo v cm xc ca mnh trc nhng tc ng bn ngoi-> duy tr gi tr bn thn. + CN kin thc (kinh nghim): need for order, meaning.

MH ABC:( a: nh hng; b: hnh vi; c: phn ng, nhn thc).

Abc: (affect be cognitive)hnh vi th hin thi tiu dng da trn hng lc (hedonic consumption)

Cba: da trn hc hi.(learning process) Cab: da trn tin trnh nhn thc.(information process) Phn bit mu qung co tc ng n cm xc v l tnh l tr l t rt gn ngha vi l tnh v c dng ph bin hn. C hai t u c ngha nng lc suy lun v phn on. Tuy nhin, l tr ( s thng cm, nn lm, sng trong i sng, cn c 1 tm lng l nhn thc bng khi nim trn c s x l cht liu cm tnh do cc tri gic cm tnh (sensatio) mang li, v do khng vt ra ngoi phm vi ca kinh nghim. Cn l tnh( thuyt phc t cht lng, xut x hng ha) vt ra ngoi phm vi ca kinh nghim

3 k thut nhm thay i thi ca ngi tiu dng: + Tm ra im yu ca khch hng + K thut lm tun t t A=>Z (cun chiu) + K thut ve vn, ve vut ( thuyt phc khch hng)

4 yu t trong 1 thng ip truyn thng: (tnh cht thng ip QC) + Hp dn v gii tnh + Tnh hi hc + Tnh nhn vn

+ Tnh xc thc

iu g p t bn khi gia nhp vo nhm Type of social power: 1. Sc mnh php lut (legitimate) 2. Sc mnh tham kho ( referent ) 3. Sc mnh chuyn gia (tinh thng) (expert) 4. Sc mnh ca x hi

nh ngha 5 gi tri ca Hosftede: 1. Khong Cch Quyn Lc (Power Distance) 2. Ch ngha C Nhn (Individualism) 3. Trnh Ri ro (Uncertainty Avoidance) 4. Nam Tnh (Masculinity) 5. Hng tng lai (Long-term orientation) Xu hng di han- ngn hn