Chapterto Motivating :

Employees
+ Extrinsic bien d-07g WE tri ten ngoai
ngoqi
:
.

+ Intrinsic :
?
no t.ai.co this:c Su
? muoñ at
gatg

Taylor 's scientific management

-

Determine the most efficient ways ,

trañh doing phi resources → Focus process
Pros leader nhinnha.nd-ctiendpcv.co thu.in 10 ileho that gi → at:X
herring
-

:
.

Cons :
✗em human
nhiico-rgue.to/iiiuhoaquytnhh-boilo?tsuiclaooto?ng
Hawthorne effect T
productivity
the lain vi.ec tot honlehiho.dz quan sat chay chi
Hien ng tain ly nghiem
-

trio nv
-
-

Nvien
cñng d-c hÉtro? , quan tam ti qty doing nghiep
,
the ca-ngndh.ie lain nee .

Herzberg 's & factor theory

Nhñn to day tn Nevin to ta.odo.iq

vi.c

Theory ✗ , Y
X little ambition dislike work , avoid track nhie.in leader wing rain
:
→
-

Y self leader Metin Ming

'
directed enjoy work nhie.im che d-a. 0 nhieii hon
'
:
track
-
-

, ,
co → ,

2 :
balance ✗ & Y

contemporary theories of motivation

setting theory MBO) set goal nvphoiid.at d-c. targetable verifiable & measurable
-

Goal -
( : ,

Expectancy theory nv sé nÉlu?creward bon rien biét vie? d- X tu: decide muic nÉ he?
'
-

: lead to reward o .

punish
-

Reinforcement theory positive motivate when do good negative when do wrong ( gia CÉ )
:
,

Equity theory : so sañh nh-gih.oboravoitha-nhqua-roiisosanhvo.it Khai

 Enriching job design lqi cong vier , them yeie to motivation
:

key characteristics of works

a) Skill variety see d-a dang kjmaig
: coin nhiéukymang
-

mkt planning -
:
,
content , SEO

b) Taste
'

identity :
requirement of taste
c) Task significance : how the job impacts the others
.

d) Autonomy : freedom & independence

e) Feedback

Chapter 11 : HRM

planning →
Recruiting →
selecting →
Training → Evaluation

→
compensating
 Chapter 13 :

Marketing
Marketing is the process of planning ,
executive conception pricing promotion distribution
. , ,

of goods & services . This will facilitate

exchange that satisfy individual and org objectives

-
Customer orientation tiqpthi khaih haig
:

.
mua cho minh
find out what customer want and provide it

product /
Marketing
concept
> Service orientation :

everyone in that org have the same goal → Customer satisfaction

-
Profit orientation :
$1 diiaranhqndzgi ,
atria n tie-in nha.in ok
gi

Customer relationship management ( CRM )

-

threat ngcixa-cd.hheachdoanhnghi.gs interact vÉi KH voi dying mqh

✗ voii KH

Management customer relationship aiacty

-

Process hog vé customers voi satisfy customer .

Exceed their expectations with goods & services over time .

4 P 's Marketing Strategy

1) Promotion 27 Place 3) Product 4> Price
-

Online
marketing
-

Market coverage
-

Quality -

Discounts
-

Influencer -

Market exposure -

Features -

Allowance
Direct
marketing Channels Branding Payments team
-
- - -

,
or
{
Advertising Inventory Equity 45k Small 55k
Large
-

-
-

¥ chain Warranties Combo

Endorsing Cañhhuiong ) supply pricing
-

- -

Phai : tyotii main Xmas vi. trithu.in Kei the VIP tick otiéin
to
Bain troi / tru troi ( vs Ilands SB.lt house)
↳ d-ada.org trang
,
.

'
menu Kénhban online

Trung Nguyen :
cf.h.at of [ Grab .
Gofood )

FB reach PL Nat mqnh

good
Marketing research nghiem will the: thiong ( challenges opportunities )
:
,
→ information → decision
1) Define problem loppotunily 2) Collect data
37 Analyze research data 57 Choose best solution
 Chia I thank Iloai data
1) Primary data : die lieu so ea-ip-tii.thutha.is survey
2) Secondary data : data tri nguo-inkhai-duilie.ie thiicap
+ ↳c. auaminnayaéaiéu
↳ Attitude thai
: do tick vi. e
,
ko
t CÉGV hét slot nhanh voi del slot
5 yéie to fat doing d-én

Chien big Marketing -

mix

Research vé satisfaction

trong oie-cho.ci2ba

SV IU Type of marketing
khoiinghiép 1- B2B
+ Tinh hinh Kté

hie.in t.ci t BIC

t GDP

+ Toledo tang trop

Héthoñg
.

diam soi tnh hiring quoi

anarch haig trinh khiri nghi?ep
online

Moi of bein
miocngoai

Market Segmentation : McDonald 's

17Geographic countries :
,
cities ,
areas Chair Ñ ÉnDo?
.
. . .
,
-

ko bio ,
Trung Ding -

ko heo

2) Demographic age :
,
educational level , income , . . .
Happy meal for kid ,
✗ Vnam thich com

3) Psychographic : values ,
interests ,
attitudes Giciysai 1 loin ,
eco -

friendly packaging
4) Benefit : of the profit U'u otaigianhchonh-kd-a-ietunhie.ie
57 Usage / Volume :
by usage (volume of use) khaihle.si

Marketing Method
Niche
marketing (mktngach) ngaihnhonho
'
+ : tim →
quan boi sp
Vd : Quain as lain bail → us 0140 sieiesa.ch

+ One -

to -

one mkt (luxury ) : Vertu -

unique trong Goes

+ Mass mkt (ai

wing Sai d-c)
: Milo -

tu Ei nño
using wing dz ,
qcaio radio , TV , tan hie.ie
Chapter 14 Developing & Pricing :
Goes

Value of product ate ✗ d- tioi benefits , cost

cédañgtiénaoi value ko

( Good quality at fair price ) y

When buy product evaluate & + Brand name + Price
compare
:
-

a ,

Convenience Package Store

+ + +
surroundings + Service
's Guarantee speed of
+ Internet axes Buyer past experience + + +
delivery
+ Image created by advertising + Reputation of produced
.

pkiéie ahuEi
-
Product line : Vinamilk ( it during ,

eo-d-uiong.kod-uong.sc ,
doin , . . . )
-

Product mix = nhiéñ product line ( boo Saia Chua)

,

Product differentiation eo-gikhaobie.it :

-

Vinamilk at them Vtm A ,

B ,
K

shopping Goes sold shopping

* largely at centres

Coin d-odong oténi Price & value (clothes , shoes ,

. .
.
)
☒ Unsought Goes Insurance :

Mua moi ko bao sat ( unexpected problem )

g
-

* Specialty Goes :

Luxury :
LV X , . Hub lot .
RR

* Convenience Gas :

everyday Goes F&B

nhuyéie phñm
- -

baio hath

Packaging :
description benefit how to use
price guarantee attracting protecting product
-

warning
,
,
, , , . , .

Branding symbol help identifies the Goes distinguishes with others

:
name
-

.
, .

Trademark : bein quyén

quoi pho
'

bien
'
-

Generic name :

aspirin
- -

big no loiter thuockhang sink .

*
Key factors

Loyalty D- HQT Sg hay HB ?

Tai saithuonghi.eu Son Ting -

Oppo
?
Cong hay tri

Low awareness
 Product development process
1) Generating ideas

2) Screening products that their dyiatreñ idea 1- :

3) Analysis of product co-d-cuachu.org leo cost bnhiu profit :

, ,
bao nhi

4) Development giay them d-Echo Cao :

5) of the prototypes test sample

Testing : →
survey
→
step 1
6) Commercialization ( thuong mqihoasp -

bring sp to the market)

Chapter 15 Distributing :
Products
-

Intermediaries ( tsung gian)

pha-nphoiCHTL.t.aphoa.sieuth.it
+ Time time Coca
saving
:
.

d-a.ily-nhod-aiiainge.co
Place :

+ Form hiñhthiic deliver sp

:
phñn phoii -
→ useful for customers .

+ Possession :(cath that ) delivery guarantees

+ Service :
intermediaries giaquyettm:c tiep → feedback lqi dy
eeinq otarn bad
-

+ Information : 2-
way information ,
co &

Wholesalers
+ Merchant : khosicua si tong tho
-

+ Cash '

nho hon merchant daily aiatoñgkho

carry
-

: ,

Rack jobber sieuthi nguyert he? Chico Coca Cola

+ :
.
-

+ Drop shippers :
ship products manufacturer → buyer
1- Freight forwarder
:
several mall shipments -

same destination → minimize cost

Different distribution
strategy
nhoit 1- khuuu:c
+
Exclusivity 1- store
day
:

+
Selectivity :
products →
only couple of retailers I khu au:c

+
Intensity : as
many store as possible .

Supply chain
-

product

supplier → Manufactured → Distributor → Retailer →

shopper
Information
g
Chapter 16 : Promotion
Personal selling : Sabr face to face contact W

customer →
try to sell product
* Process 7
steps
:
fulfilled

1) Prospecting &
qualifying : research → who WTBT
2) Pre -

approach :
tim more in 4 , what do they use product for ?
3) Approach : make a call -

create 1st good impression .

4) Presentation emphasize product

:
meets customers
'
needs

5) Answer questions

6) Close the scale

77 Follow up meeting handling complaints
, & Q&A
PR

sales promotion :
-
Internal sales promotion : chink sails mia haig cela nvién
-

Word of mouth ( WOM )

Viral
marketing Mi thanh long
-
-

Push & Pull mkt :

Push mkt :

Advertising
-

-
Pull mkt : PR