NGN HNG HC PHN: (60 tit - 4 tn ch) I.

LOI CU HI 2 IM

THI MARKETING

HT

HC CN

PHN BN

Cu 1: Trnh by t duy Ch bn nhng th m khch hng cn. Ly v d doanh nghip thc hin theo t duy ny. Cu 2: Trnh by vai tr v chc nng Marketing trong doanh nghip. Lm th no thc hin chc nng Marketing? Cu 3: Trnh by mi quan h ca chc nng Marketing vi cc chc nng khc trong doanh nghip. Cu 4: Trnh by cc phng php chn i tng iu tra. Cu 5: Cc yu t thuc mi trng kinh t nh hng nh th no n hot ng Marketing ca doanh nghip? Cu 6: Cc yu t thuc mi trng chnh tr - lut php nh hng nh th no n doanh nghip? Cu 7: Cc yu t thuc mi trng dn s hc nh hng nh th no n hot ng Marketing ca doanh nghip? Cu 8: Mt doanh nghip c th ng thi thc hin cc chin lc Marketing i tr; Marketing phn bit; v Marketing tp trung khng? Cu 9: C khi no mi khch hng c xem nh l mt on th trng khng? Nu c, hy tm cc tnh hung khi doanh nghip coi mi khch hng l mt on th trng. Cu 10: Cc doanh nghip nhiu nc trn th gii b hng ho gi r ca Trung Quc (qun o, dy dp, chi) xm chim. Vy cc doanh nghip ca cc nc nn s dng chin lc g? Cu 11: Trnh by tm tt v cc yu t nh hng n hnh vi ca ngi tiu dng Cu 12: Li sng nh hng n hnh vi mua ca ngi tiu dng nh th no? Cho v d minh ho. Cu 13: Quan im sn phm theo Marketing c g khc so vi quan im thng thng khng? Cu 14: Sn phm gm cc cp no? Phn bit cc cp ca sn phm c mc ch g? Cho

v d minh ho? Cu 15: Nu hng ha, dch v ca mt cng ty c phn phi qua trung gian, th nn s dng kiu thng hiu no trong 3 kiu sau y v l do v sao: a. Ly thng hiu ca nh sn xut b. Ly thng hiu ca nh phn phi c. Ly thng hiu ca c hai Cu 16: Trnh by chnh sch gi ht vng v phn tch cc iu kin p dng n. Cho mt v d minh ho. Cu 17: Trnh by mi lin h gia gi thnh v gi bn. Khi no doanh nghip nh gi cc sn phm/dch v trn/ di mc gi thnh ? Cu 18: Trnh by cc loi knh phn phi trong doanh nghip ni bn ang lm vic, hoc bit r. Cu 19: Trnh by khi nim v i l. Phn tch u im ca vic s dng i l trong knh phn phi ca doanh nghip? Cu 20: Hy chn mt cu khu hiu qung co v phn tch ni dung ca khu hiu . Cu 21: Trnh by mc ch ca cc hot ng quan h vi cng chng? Trnh by v cc hot ng quan h vi cng chng m doanh nghip ni bn cng tc hoc quen bit thc hin? Cu 22: Trnh by cc ni dung nghin cu th trng trong Marketing quc t II. LOI CU HI 3 IM Cu 1: hiu r khch hng, cc doanh nghip c th thu thp cc ngun thng tin v khch hng nh th no? Cu 2: Trnh by v cc ngun thng tin nghin cu Marketing. Lin h vi cc doanh nghip ni bn ang lm vic hoc hiu bit. Cu 3: Nu bn c d nh m mt nh hng n Nga ti Vit Nam, bn hy hnh dung xem khch mc tiu ca nh hng l ai? H c nhu cu g khi n nh hng? V bn phi lm g p ng nhu cu ca khch hng? Cu 4: Nu bn l gim c mt doanh nghip sn xut sa cho tr em ti mt quc gia m t l tr em ngy cng gim, th bn d kin c chin lc g vt qua thch thc ? Cu 5: Khi mt doanh nghip mi xm nhp th trng th h c th s dng chin lc g? Cho v d minh ho.

Cu 6: Trnh by v khi nim nh v sn phm. Cho v d minh ho. Cu 7: Trnh by tm tt v cc yu t nh hng n hnh vi ca ngi tiu dng Cu 8: Phn tch nhng c trng c bn ca khch hng l cc t chc, c quan nh nc khc bit so vi khch hng l ngi tiu dng cui cng. Cu 9: Phn tch cc yu t c nh hng n hnh vi mua sm ca cc t chc Cu 10: Phn tch cc c trng trong mi giai on ca chu k sng v cc chnh sch Marketing tng ng? Cho v d. Cu 11: Hy tm cc doanh nghip ni chung, hoc cc doanh nghip Bu in ni ring v phn tch cch gn nhn hiu sn phm khc nhau v ngha ca cc quyt nh . Cu 12: Trnh by cc phng php nh gi Cu 13: Trnh by tm tt cc bc ca quy trnh nh gi ban u cho sn phm mi. Cu 14: T tng ch bn nhng th m khch hng cn c th hin nh th no trong cc quyt nh v gi c? Cu 15: Phn tch cc loi trung gian v vai tr ca trong knh phn phi. Cho v d thc tin minh ho. Cu 16: Trnh by v cc kiu t chc h thng knh phn phi. Cho v d minh ho Cu 17: T tng ch bn nhng th m khch hng cn c th hin nh th no trong cc quyt nh v knh phn phi ? Cu 18: Trnh by v phn tch cc yu t trong m hnh truyn thng. M hnh ny gip ch g trong nghin cu v xc tin? Cu 19: T tng ch bn nhng th m khch hng cn c th hin nh th no trong cc quyt nh xc tin? Cu 20: Trnh by cc kiu chin lc ca cng ty dn u th trng Cu 21: Cc kiu chin lc ca cng ty thch thc trn th trng Cu 22: Phn tch ni dung ca Marketing quc t III. LOI CU HI 5 IM

Cu 1: Trnh by cc phng php thu thp thng tin Marketing Cu 2: Trnh by v qu trnh thng qua quyt nh mua ca ngi tiu dng. Cu 3: Trnh by v phn tch cc kiu chin lc nh gi. Cu 4: Trnh by v h thng phn phi Marketing theo chiu dc. Cho v d minh ho i vi tng loi trong h thng phn phi Marketing theo chiu dc. Cu 5: Trnh by v phn tch cc thnh t trong h thng xc tin hn hp Cu 6: Phn tch u nhc im ca cc phng tin qung co. Cu 7: Trnh by cc bc lp k hoch chin lc cng ty Cu 8: Trnh by qu trnh lp k hoch Marketing chin lc Cu 9: Phn tch m hnh t chc b my Marketing trong doanh nghip. Cu 10: Dng ma trn Ansoff xy dng cc chin lc sn phm th trng cho mt sn phm no . Cu 11: Trnh by cc loi c cu cng ty khc nhau xm nhp th trng th gii? Cu 12: Phn tch c im chung ca mi trng Marketing quc t Cu 13: Cc chin lc xut khu khc nhau? Hy tm cc v d v cc cng ty Vit Nam s dng cc chin lc xut khu khc nhau. Cu 14: Trnh by cc phng thc xm nhp th trng quc t khc nhau? Tm cc v d v cc cng ty s dng cc chin lc xm nhp th trng khc nhau? Cu 15: Bn c giao nhim v tip th cho dch v Internet tc cao Mega VNN. Th trng mc tiu ca bn l nhng h gia nh mun m qun Net. Bn hy xut chnh sch tip th (cch tip cn khch hng; cc gi dch v; gi cc; cc dch v h tr khch hng v chm sc khch hng ..) tng ng vi 3 mc cnh tranh trn th trng: a) cnh tranh thp; b) cnh tranh trung bnh; c) cnh tranh cao). Cu 16: Bn c cng ty giao nhim v tip th cho sn phm my tnh c nhn. Th trng mc tiu ca bn l cc doanh nghip, cc vin nghin cu, cc trng hc. Bn hy xut chnh sch tip th (cch tip cn khch hng; cc gi dch v; gi cc; cc dch v h tr khch hng v chm sc khch hng ...) tng ng vi 3 mc cnh tranh trn th trng: a)- cnh tranh thp; b)- cnh tranh trung bnh; c)- cnh tranh cao). Cu 17:

Bn ph trch cng tc tip th ca cng ty chuyn tin nhanh ton cu Western Union. Cng ty d nh nhy vo th trng Vit Nam cung cp dch v chuyn tin. Bn hy phc tho cc hot ng tip th d kin phi lm gip cho cng ty thnh cng . Cu 18: Bn c cng ty giao nhim v xut khu hng ho sang Lo. Bn hy phc tho cc hot ng tip th d kin phi lm gip cho cng ty thnh cng. Cu 19: (5 im, mi nh ng cho 0,5 im) Tr li ng, sai, hay khng hon ton ng, ri gii thch ngn gn l do? 1) Mt cty mi bc vo th trung c c cnh tranh th nn s dng chin lc Marketing tp trung. 2) Khi b cc Cty may mc Vit Nam cnh tranh bng hng ha gi thp, cc Cty ca M, Anh, Php cng buc phi tm cch h gi cnh tranh. 3) Mun nng cao sc cnh tranh xut khu th cc Cty Vit Nam phi tm cch gim gi hn na 4) S dng thng hiu kt hp c thng hiu ca nh sn xut v nh phn phi l tt nht. 5) Nhiu doanh nghip Vit Nam khng s dng Marketing nhng vn thnh cng 6) gim chi ph, doanh nghip khng cn qung co nhiu, c theo phng chm hu x t nhin hng l tt nht v tit kim chi ph 7) Hot ng Marketing trong doanh nghip bt u ngay sau khi bn sn phm 8) Khch hng mc tiu ca mt sn phm l tp hp tt c cc khch hng c nhu cu v mong mun mua sn phm 9) Cng chng trc tip l bt l mt nhm, mt t chc no c nh hng tch cc n hot ng ca doanh nghip 10) Trong nghin cu th trng, iu tra ton b c s dng khi quy m khch hng cn nghin cu c s lng ln Cu 20: (5 im, mi nh ng cho 0,5 im) Tr li ng, sai, hay khng hon ton ng, ri gii thch ngn gn l do? 1) Mun nh v sn phm tt phi t gi thp. 2) Mun gim ri ro th phi s dng nhiu i l trong cc knh phn phi 3) Hin nay VN c nhng cng ty khng cn s dng n chin lc xc tin m vn thnh cng 4) i vi 1 sn phm, c nhn hiu v thng hiu u cng hnh thnh ng thi. 5) Do nng lc hn ch, chin lc nh v cht lng cao, gi thp khng kh thi i vi cc doanh nghip Vit Nam. 6) Khi dn s tng th th trng mc tiu ca cng ty cng m rng 7) Mt cng ty ch c th p dng mt trong 3 phng php nh gi: i) nh gi cn c vo chi ph; ii) nh gi cn c vo khch hng; iii) nh gi cn c vo cc i th cnh tranh. 8) Cc loi qun c ph trn th trng Vit nam ang p dng chin lc Marketing i tr 9) Khi cng ty cn nh b th nn s dng chin lc Marketing i tr c nhiu khch hng 10) i vi th in thoi di ng cn thc hin chin lc phn phi c chn lc. Cu 21: (5 im, mi nh ng cho 0,5 im) Tr li ng, sai, hay khng hon ton ng, ri gii thch ngn gn l do? 1) Marketing p dng cho dch v cng ging nh Marketing p dng cho hng ho hu

hnh 2) Cc doanh nghip Vit Nam nn s dng chin lc nh v Cht lng thp, gi thp. 3) Doanh nghip c th ng k bo v bn quyn thng hiu. 4) Nh s dng cc i l m cc doanh nghip c th san s bt c ri ro. 5) Cc sn phm c gi tr cng cao th cng nn phn phi rng ri tiu th nhanh 6) Qung co lun lun cn phi nhm vo mc tiu thuyt phc khch hng 7) Ngay t khi mi bc vo kinh doanh, doanh nghip cn kinh doanh nhiu loi sn phm trnh ri ro v nng cao doanh thu. 8) Doanh nghip no cng c th p dng chnh sch gi ht vng 9) Chin lc th trng ngch ch ph hp vi cc doanh nghip ln 10) Khi i th thc hin chin lc Marketing tp trung th doanh nghip mi vo th trng nn p dng chin lc Marketing i tr Cu 22: (5 im, mi nh ng cho 0,5 im) Tr li ng, sai, hay khng hon ton ng, ri gii thch ngn gn l do? 1) Do cu khu hiu trong qung co rt ngn, cho nn doanh nghip khng th a thng tin v nh v sn phm c. 2) Cn ch trng trc ht n xc tin thng hiu, sau mi tp trung vo cht lng 3) Gia thng hiu v nhn hiu c mi quan h cht ch vi nhau 4) Trong ba i tng: khch hng; nhn vin cng ty; c ng ca cng ty th quyn li ca nhn vin cng ty l quan trng nht cn m bo 5) Nh nc phi c vai tr qun l trc tip gi c ca cc doanh nghip m bo li ch ca ngi tiu dng 6) nng cao sc cnh tranh, cc doanh nghip cn ch trng n vn gim gi 7) Sn phm c gi tr cng cao th cng cn ch trng n xc tin qua cc phng tin thng tin i chng nhiu khch hng bit n 8) i vi mi loi sn phm ch nn s dng mt loi knh phn phi 9) tng sc mua i vi tt c cc khch hng khc nhau, doanh nghip nn thc hin bn hng ti a im khch hng 10) Trong giai on trin khai sn phm mi, doanh nghip cn ch trng n li nhun.