● shopping products: demand services

● specialty products: high-end electronics (

● Life insurance - find suitable customers/advertise to make them aware of the
products
● Quality: special attributes that gain the trust from customers and satisfy customers’
needs and wants/from the advertisement, word-of-mouth - freedom from defects, can
be used in the long run/ loyalty
● stated needs: speak out the quality// implied needs: do not ask for but really
important (signals for phones)
● Laptop: battery life and whether or not it runs smoothly/ used for a long time and no
defects
● Iphone: can be connected with other products from the same brand Apple like the
watch, airpods
● Style: whether its beautiful or up-to-date enough (its color)
● Design: whether it is useful for the customers (cameras of Iphones which can be
useful in zooming in far distance) -> provide benefits
● Brand: Disney (cartoons,..)
● A good package: attract the customers and make them want to buy the product // to
inform people of the details of the product like its benefits, ingredients, their place of
production // do not protect the products well.
● remove products that are not significant or do not gain profits and focus on
advertising the products that can create more value. adding more products needs a
lot of time to be familiar with the customers and the cost
● affect the reputation of the brand and raise concerns for their quality. -> create
another brand/smaller brand branch
● doubt the product’s quality
● Width: number of product lines/length: number of items within their product
lines/depth: number of versions of each product
● All: based on demands of the market
● Not consistent: consumers doubt the quality, cannot attract consumers
● perishability: airline flights (promote advertisements about the values of the service,
provide feedbacks from those who already experienced, hire KOLs KOCs to test and
promote the products and the service), in separability: on a flight, we cannot use the
service without flight attendants and pilots, in variability: on a flight, flight attendants
● Brand equity: (tai san thuong hieu) stronger -> influence on customers’ decision, trust
more buy more
02/12/2023
● new products: advertise/promote/distribute to increase the availability (retailer or
wholesaler)
● growth: competitors entering -> lose market share (remain or reduce the
price/educate the customers about)
● distribute more efficiently to many units -> fixed cost reduces
● maturity: conduct more researches to learn about customers’ behaviors to target
new users and segment the market/launch more promotion campaigns/improve the
product’s core quality/implement technology => overall: market modifying/product
modifying/marketing mix modifying
● set the price based on competitors/based on the quality
 ● decline stage: make changes so that they can develop like the growth stage/hope for
the withdrawal of the competitors (maintain its brand)/ reduces costs in forces,
/salvage value: gia tri thu hoi
Chapter 10:
● price-that helps producers gain money/ others-producers give up to
● value-based and cost-based pricing
● set the price of a product based on the costs (design first)/value-based (study to
know the needs and wants first)
● good-value pricing: has good quality for the money (benefits - costs)
● everyday low pricing (EDLP)
● high-low pricing
● value-added pricing: airline business class (premium features)
● fixed cost is the cost that does not vary with production or sales level
(rent/interest/executive salaries)
● variable cost for employees’ salaries/packaging/raw materials (vary with the level of
production)
● fixed cost decreases
● produce more than 1000 units - variable cost increase more (labor’s
salaries/equipments/…)
● Break-even: TC and TR (giao nhau)
● Target profit pricing: higher price to
● evaluate the price of the competitors give to the product (if you provide the same
value) -> consumers make comparisons
● Pure competition: uniform commodity
● Monopolistic competition: Books, pens,..
● Airlines service, automobile service, telecommunication,...
● electricity, water, petrol,...
● price increases a lot - quantity decreases a little - better profits
● price increases - quantity decreases more
c7/09/12
● Target consumers have a willingness to buy
● Producing in small volume (Total cost: fixed costs are spread equally per unit)
● Competitors affect the price (lower the price) (Apple - exclusive/special features)
● Buy a book + online practice account (captive-product pricing)
● Deadline for payment
● Reduce the operational, package, stocking, delivery, selling cost/Prevent the
inventory stocks => build strong customer relationship
● increase the revenue/encourage buying/ avoid repairing and maintaining costs/sell
the elements again to the suppliers
● traditional stores
● retailer (co-op mart), financial company, transportation (delivery - GHTK)
● select the product, the right models -> based on the target customers preferences
● Online shopping: offer wider range of versions for each unit
● without the intermediaries, you come to the store and wait for the finished goods (you
can buy the stocks without waiting)
● possession gap (taxes,...)