Blog

KHÓA HỌC NCKH UNIRESEARCH – HƯỚNG DẪN VIẾT LITERATURE REVIEW

Giải thích chi tiết cách viết một bài literature review, và hướng dẫn dễ hiểu về các phần cần có.
HƯỚNG DẪN TOÀN DIỆN: VIẾT LITERATURE REVIEW DỰA TRÊN ANNOTATED EXAMPLE

HƯỚNG DẪN VIẾT LITERATURE REVIEW DỰA TRÊN ANNOTATED EXAMPLE – PHÂN TÍCH CHI TIẾT TỪNG BƯỚC

UniResearch  Viết literature review là một bước quan trọng trong nghiên cứu khoa học, giúp tổng hợp và phân tích những nghiên cứu trước đó liên quan đến một chủ đề nhất định. Tuy nhiên, để viết một literature review hiệu quả, bạn cần tổ chức bài viết sao cho logic, rõ ràng và có hệ thống. Trong bài viết này, chúng ta sẽ đi qua từng bước trong quá trình viết literature review, dựa trên một annotated example, giúp bạn hiểu rõ từng phần cần có và cách trình bày sao cho thuyết phục.

Học cách làm NCKH bài bản, chuẩn chỉnh cùng NCS Tiến sĩ Harvard -> https://unitutor.vn/uniresearch/
Tham gia cộng đồng https://zalo.me/g/zmcpzs261 

1. Tiêu đề phụ (Subheading) – Cách Tổ Chức Literature Review Khoa Học

Tiêu đề phụ đóng vai trò tổ chức nội dung thành các phần riêng biệt. Đây là yếu tố quan trọng để tạo cấu trúc rõ ràng, giúp người đọc nhanh chóng nắm bắt các ý chính trong bài viết. Một tiêu đề phụ tốt cần vừa ngắn gọn, vừa phản ánh đầy đủ nội dung phần đó.

Ví dụ  

  • Cerebral metabolism (Chuyển hóa não): Tiêu đề phụ tập trung vào phân tích chuyển hóa năng lượng ở não.
  • Oxygen extraction (Dẫn truyền oxy): Phần này nghiên cứu cách oxy được vận chuyển từ máu vào mô não.

Dịch nghĩa

  • Cerebral metabolism: “Chuyển hóa não.”
  • Oxygen extraction: “Dẫn truyền oxy.”

Hướng dẫn chi tiết

Tiêu đề phụ đóng vai trò quan trọng trong việc tổ chức một literature review. Nó giúp bài viết có cấu trúc rõ ràng, dễ đọc, và giúp người đọc nhanh chóng xác định chủ đề đang được thảo luận.

Trong đoạn văn này, “Cerebral Metabolism” là một tiêu đề phụ, giúp phân chia nội dung thành các phần nhỏ, mỗi phần tập trung vào một khía cạnh cụ thể của nghiên cứu. Nếu không có tiêu đề phụ, bài viết sẽ trở nên rời rạc, khó theo dõi, và người đọc có thể cảm thấy mất phương hướng khi đọc qua nhiều đoạn văn khác nhau.

Một số nguyên tắc quan trọng khi sử dụng tiêu đề phụ trong literature review:

  • Tiêu đề phụ phải phản ánh chính xác nội dung của phần đó. Ví dụ, nếu phần này nói về sự ảnh hưởng của nhiệt độ lên chuyển hóa não bộ, thì tiêu đề “Cerebral Metabolism” là hợp lý.
  • Giữ tiêu đề phụ ngắn gọn và rõ ràng. Không nên đặt tiêu đề quá dài hoặc quá chung chung. Ví dụ, thay vì “Các nghiên cứu về chuyển hóa não bộ trong điều kiện nhiệt độ cao,” chỉ cần viết “Chuyển hóa não bộ.”
  • Sử dụng tiêu đề phụ để giúp người đọc dễ định hướng. Nếu bài literature review của bạn dài, có thể sử dụng tiêu đề phụ cấp 2 hoặc cấp 3 để phân chia nội dung một cách logic hơn.

Ví dụ, nếu bạn đang nghiên cứu về tác động của caffeine lên não bộ, bạn có thể sử dụng các tiêu đề phụ như:

  • Caffeine và trí nhớ ngắn hạn
  • Caffeine và mức độ tập trung
  • Ảnh hưởng dài hạn của caffeine lên chức năng não bộ

Việc chia nhỏ bài viết bằng các tiêu đề phụ như vậy giúp người đọc dễ dàng nắm bắt nội dung mà bạn muốn truyền tải.

2. Câu giới thiệu chung (Introductory Sentence) – Cách bắt đầu một Literature Review

Nội dung gốc

“The metabolic demand of human cerebral tissue is such that ~20% of total body oxygen consumption is taken up by the brain, despite only occupying 2-3% of total body mass. During passive hyperthermia of 1.5°C to 2°C above resting core temperature, whole body metabolic rate increases by ~25% (Saxton, 1981).”

Dịch nghĩa

Nhu cầu chuyển hóa của mô não ở người chiếm khoảng 20% tổng lượng oxy tiêu thụ của cơ thể, mặc dù nó chỉ chiếm 2-3% khối lượng cơ thể. Trong điều kiện tăng thân nhiệt thụ động từ 1.5°C đến 2°C so với nhiệt độ lõi cơ thể lúc nghỉ, tỷ lệ chuyển hóa toàn cơ thể tăng khoảng 25% (Saxton, 1981).

Hướng dẫn chi tiết

Câu giới thiệu đóng vai trò quan trọng trong literature review vì nó giúp cung cấp thông tin nền tảng, giúp người đọc hiểu rõ hơn về bối cảnh của vấn đề nghiên cứu.

Một số nguyên tắc quan trọng khi viết câu giới thiệu chung:

  • Giới thiệu thông tin nền tảng liên quan đến chủ đề. Ví dụ, trong đoạn văn trên, câu mở đầu cung cấp một cái nhìn tổng quan về nhu cầu oxy của não bộ, giúp đặt nền tảng cho phần phân tích tiếp theo.
  • Sử dụng số liệu hoặc nghiên cứu trước đó để làm cơ sở cho lập luận. Trong ví dụ trên, nghiên cứu của Saxton (1981) được trích dẫn để chứng minh cho nhận định về tỷ lệ chuyển hóa trong điều kiện tăng thân nhiệt.
  • Không đưa vào quan điểm cá nhân, chỉ sử dụng thông tin có căn cứ khoa học. Một literature review không nên chứa ý kiến chủ quan mà cần dựa vào bằng chứng thực nghiệm.

Nếu bạn đang nghiên cứu về tác động của ô nhiễm không khí lên sức khỏe con người, một câu mở đầu có thể là:
“Theo Tổ chức Y tế Thế giới (WHO), ô nhiễm không khí là nguyên nhân gây ra hơn 7 triệu ca tử vong sớm mỗi năm trên toàn cầu.”

Câu này không chỉ cung cấp bối cảnh quan trọng mà còn thu hút sự chú ý của người đọc bằng một con số cụ thể.

3. Xác định khoảng trống trong kiến thức (identification of gap in current knowledge)

Nội dung gốc

“It remains unclear whether cerebral tissue significantly contributes to the rise in whole-body metabolism during passive hyperthermia.”

Dịch nghĩa

Hiện vẫn chưa rõ liệu mô não có đóng góp đáng kể vào sự gia tăng tỷ lệ chuyển hóa toàn cơ thể trong tình trạng tăng thân nhiệt thụ động hay không.

Hướng dẫn chi tiết

Một literature review không chỉ trình bày những gì đã biết mà còn phải xác định những lỗ hổng trong nghiên cứu hiện tại.

Làm thế nào để xác định khoảng trống trong kiến thức?

    • Tìm những câu hỏi chưa có lời giải đáp. Đọc kỹ các nghiên cứu trước để xem có điều gì vẫn chưa được làm rõ.
    • Sử dụng các cụm từ chỉ sự chưa chắc chắn như:
  • “It remains unclear…”
  • “There is limited understanding of…”
  • “Few studies have examined…”
  • Liên kết với nghiên cứu của bạn. Sau khi xác định khoảng trống, bạn cần giải thích lý do tại sao nghiên cứu của bạn có thể lấp đầy khoảng trống đó.

Ví dụ, nếu bạn nghiên cứu về tác động của chế độ ăn Keto lên trí nhớ, bạn có thể viết:
“Mặc dù một số nghiên cứu đã chỉ ra lợi ích của chế độ ăn Keto đối với khả năng tập trung, vẫn chưa có nhiều nghiên cứu xem xét ảnh hưởng dài hạn của nó lên trí nhớ.”

4. Cung cấp lý thuyết nền tảng (theoretical background information) – phân tích chi tiết

Nội dung gốc

“For example, the Arrhenius activation law (or Q10, temperature coefficient), which describes the relation of biological activity to changes in temperature, implies that a rise in 2°C from 37°C should yield an increase in metabolic rate of ~10% (South, 1958). However, the change in metabolic rate associated with the Q10 effect in vitro may be more sensitive during hypothermia, compared to hyperthermia (Sébert et al., 2003).”

Dịch nghĩa

Ví dụ, định luật hoạt hóa Arrhenius (hoặc hệ số nhiệt độ Q10), mô tả mối quan hệ giữa hoạt động sinh học và sự thay đổi nhiệt độ, cho thấy rằng nếu nhiệt độ tăng thêm 2°C từ mức 37°C, tỷ lệ chuyển hóa sẽ tăng khoảng 10% (South, 1958). Tuy nhiên, sự thay đổi trong tỷ lệ chuyển hóa liên quan đến hiệu ứng Q10 trong điều kiện thí nghiệm có thể nhạy cảm hơn trong trạng thái hạ thân nhiệt so với tăng thân nhiệt (Sébert et al., 2003).

Hướng dẫn chi tiết – Cách viết phần Lý thuyết nền tảng trong Literature Review

Lý thuyết nền tảng đóng vai trò rất quan trọng trong literature review, vì nó giúp cung cấp một cơ sở khoa học vững chắc để giải thích các hiện tượng nghiên cứu. Một bài literature review chỉ có giá trị khi nó không chỉ tổng hợp những gì đã biết, mà còn đưa ra một bức tranh tổng thể về cơ chế nền tảng đằng sau vấn đề nghiên cứu.

Trong đoạn văn trên, tác giả sử dụng hiệu ứng Q10 và định luật Arrhenius để giải thích mối quan hệ giữa nhiệt độ và tốc độ chuyển hóa sinh học. Đây là một cách tiếp cận phổ biến khi viết phần lý thuyết nền tảng, vì nó giúp kết nối cơ sở khoa học với những dữ liệu thực nghiệm.

4.1. Cách sử dụng lý thuyết nền tảng để giải thích vấn đề nghiên cứu

Một literature review hiệu quả không chỉ trình bày lý thuyết mà còn phải kết nối nó với nghiên cứu đang được thảo luận. Trong đoạn văn trên, hiệu ứng Q10 được sử dụng để lý giải rằng tốc độ chuyển hóa sinh học tăng khi nhiệt độ tăng.

Vậy, làm thế nào để áp dụng nguyên tắc này vào bài viết của bạn?

  • Bắt đầu với một lý thuyết có liên quan. Xác định lý thuyết nào giúp giải thích hiện tượng bạn đang nghiên cứu.
  • Giải thích lý thuyết một cách rõ ràng. Đảm bảo rằng ngay cả những người không quen thuộc với chủ đề này cũng có thể hiểu được.
  • Liên kết lý thuyết với dữ liệu thực nghiệm. Trong ví dụ trên, tác giả không chỉ trình bày hiệu ứng Q10 mà còn liên kết nó với những nghiên cứu cụ thể (South, 1958; Sébert et al., 2003).

Ví dụ, nếu bạn đang nghiên cứu về tác động của giấc ngủ lên trí nhớ, bạn có thể viết:
“Lý thuyết củng cố trí nhớ (Memory Consolidation Theory) cho rằng giấc ngủ giúp chuyển đổi ký ức ngắn hạn thành ký ức dài hạn. Điều này có ý nghĩa quan trọng khi nghiên cứu tác động của giấc ngủ lên khả năng học tập và ghi nhớ (Rasch & Born, 2013).”

4.2. Trích dẫn nghiên cứu để hỗ trợ lý thuyết nền tảng

Một lỗi phổ biến khi viết literature review là trình bày lý thuyết mà không có bất kỳ trích dẫn nào. Khi đề cập đến một lý thuyết, bạn cần cung cấp nguồn tài liệu hỗ trợ để tăng tính thuyết phục.

Trong đoạn văn trên, tác giả đã sử dụng hai nguồn:

  • South (1958) – để giới thiệu hiệu ứng Q10 và cách nó ảnh hưởng đến tốc độ chuyển hóa sinh học.
  • Sébert et al. (2003) – để chỉ ra rằng hiệu ứng Q10 có thể nhạy cảm hơn trong điều kiện hạ thân nhiệt so với tăng thân nhiệt.

Nguyên tắc quan trọng:

  • Trích dẫn từ các nghiên cứu đáng tin cậy. Hãy ưu tiên các bài báo khoa học được xuất bản trên các tạp chí học thuật có uy tín.
  • So sánh nhiều nghiên cứu nếu có thể. Nếu có nhiều nghiên cứu thảo luận về một lý thuyết, hãy tổng hợp chúng thay vì chỉ trích dẫn một nghiên cứu duy nhất.

Ví dụ, nếu bạn đang nghiên cứu về tác động của âm nhạc lên sự tập trung, bạn có thể viết:
“Lý thuyết ‘Mozart Effect’ cho rằng việc nghe nhạc cổ điển có thể cải thiện khả năng tư duy và tập trung (Rauscher et al., 1993). Tuy nhiên, một số nghiên cứu gần đây đã thách thức hiệu ứng này, cho rằng nó phụ thuộc vào đặc điểm cá nhân của người nghe (Thompson et al., 2012).”

4.3. Kết nối lý thuyết với nghiên cứu hiện tại

Một lỗi phổ biến khác trong phần lý thuyết nền tảng là chỉ trình bày lý thuyết mà không kết nối nó với nghiên cứu hiện tại. Nếu chỉ đơn giản liệt kê lý thuyết mà không giải thích tại sao nó quan trọng đối với nghiên cứu của bạn, thì bài viết sẽ trở nên rời rạc.

Trong đoạn văn trên, tác giả đã kết nối lý thuyết với thực tế bằng cách:

  • Giải thích hiệu ứng Q10 ảnh hưởng đến tốc độ chuyển hóa sinh học như thế nào.
  • Chỉ ra rằng hiệu ứng này có thể khác nhau trong điều kiện hạ thân nhiệt và tăng thân nhiệt.

Khi viết phần này, bạn nên tự hỏi:

  • Lý thuyết này giúp giải thích nghiên cứu của tôi như thế nào?
  • Có những nghiên cứu nào trước đây đã kiểm chứng lý thuyết này?
  • Liệu lý thuyết này có thể được mở rộng hoặc thách thức trong bối cảnh nghiên cứu hiện tại không?

Ví dụ, nếu bạn nghiên cứu về tác động của giấc ngủ lên trí nhớ, bạn có thể viết:
“Dựa trên lý thuyết củng cố trí nhớ, chúng tôi giả định rằng những người ngủ đủ giấc sẽ có kết quả tốt hơn trong các bài kiểm tra trí nhớ so với những người thiếu ngủ. Điều này sẽ được kiểm chứng qua thử nghiệm kiểm tra trí nhớ sau 8 giờ ngủ và 8 giờ tỉnh táo.”

Cách viết này giúp phần lý thuyết trở nên có ý nghĩa hơn, thay vì chỉ liệt kê thông tin mà không có sự kết nối với nghiên cứu hiện tại.

5. Tổng hợp tài liệu nghiên cứu (synthesis of literature)

Nội dung gốc

“Nonetheless, several animal preparations have demonstrated that local cerebral or whole-body passive heating yields an increase in cerebral glucose utilization (McCulloch et al., 1982; Mickley et al., 1997) and cerebral metabolic rate (CMRO2) by 5 to 10% per degree Celsius rise in core temperature (Nemoto and Frankel, 1970a,b; Carlsson et al., 1976; Busija et al., 1988). In the dog, CMRO2 was elevated by 21% at a rectal temperature (Tre) of 42.1°C compared to baseline (Tre of 37.7); however, it began to fall at 43°C (Nemoto and Frankel, 1970b).”

Dịch nghĩa

Mặc dù vậy, nhiều nghiên cứu trên động vật đã chứng minh rằng khi làm nóng cục bộ não hoặc toàn bộ cơ thể một cách thụ động, sẽ có sự gia tăng trong việc sử dụng glucose ở não (McCulloch et al., 1982; Mickley et al., 1997) và tốc độ chuyển hóa oxy ở não (CMRO2) từ 5 đến 10% cho mỗi độ C tăng lên trong nhiệt độ lõi cơ thể (Nemoto và Frankel, 1970a,b; Carlsson et al., 1976; Busija et al., 1988). Ở chó, CMRO2 tăng 21% khi nhiệt độ trực tràng (Tre) đạt 42.1°C so với mức nền (Tre 37.7°C); tuy nhiên, tốc độ này bắt đầu giảm ở mức 43°C (Nemoto và Frankel, 1970b).

Hướng dẫn chi tiết – Cách tổng hợp tài liệu nghiên cứu trong Literature Review

Một trong những lỗi phổ biến khi viết literature review là liệt kê từng nghiên cứu riêng lẻ mà không có sự tổng hợp. Một bài viết như vậy sẽ không có tính liên kết và sẽ giống như một danh sách các nghiên cứu thay vì một bài phân tích có hệ thống.

Trong đoạn văn trên, tác giả đã thực hiện một phép tổng hợp tài liệu (synthesis of literature) bằng cách liên kết nhiều nghiên cứu khác nhau để đưa ra một bức tranh toàn cảnh về chủ đề.

5.1. Cách tổng hợp tài liệu hiệu quả

  • Kết nối nhiều nghiên cứu lại với nhau thay vì trình bày riêng lẻ
    • Trong đoạn văn trên, nhiều nghiên cứu từ McCulloch et al. (1982), Mickley et al. (1997), Nemoto và Frankel (1970a,b), Carlsson et al. (1976), Busija et al. (1988) được đưa vào để chứng minh một luận điểm chung: việc làm nóng cơ thể có thể làm tăng tỷ lệ chuyển hóa oxy và sử dụng glucose trong não.
    • Điều này giúp người đọc hiểu rằng đây là một hiện tượng phổ biến đã được nghiên cứu trên nhiều đối tượng khác nhau, thay vì chỉ là một phát hiện đơn lẻ.
  • Sử dụng từ nối để liên kết các nghiên cứu
    • Tác giả sử dụng cụm từ “Nonetheless, several animal preparations have demonstrated that…” để giới thiệu một nhóm nghiên cứu có cùng phát hiện.
    • Điều này giúp tạo ra sự liên kết giữa các nghiên cứu, thay vì chỉ đưa ra từng nghiên cứu riêng lẻ mà không có sự kết nối.
  • So sánh kết quả giữa các nghiên cứu
    • Trong đoạn văn trên, tác giả không chỉ nói rằng nhiệt độ tăng làm tăng chuyển hóa não, mà còn chỉ ra rằng tốc độ chuyển hóa bắt đầu giảm ở mức 43°C.
    • Điều này rất quan trọng vì nó cho thấy rằng hiệu ứng này không phải là tuyến tính mãi mãi – có một điểm giới hạn nơi cơ thể không thể duy trì mức chuyển hóa cao hơn.

5.2. Cách áp dụng vào bài viết của bạn

Khi viết phần tổng hợp tài liệu trong literature review, hãy đảm bảo rằng bạn:

  • Kết nối nhiều nghiên cứu để đưa ra một bức tranh tổng thể thay vì chỉ liệt kê từng nghiên cứu.
  • Dùng các cụm từ chuyển tiếp để tạo liên kết giữa các nghiên cứu. Ví dụ:
    • “Several studies have found that…”
    • “A number of researchers agree that…”
    • “However, other studies suggest that…”
  • So sánh kết quả của các nghiên cứu nếu có sự khác biệt.

Ví dụ, nếu bạn đang nghiên cứu về tác động của caffeine lên trí nhớ, thay vì viết:

  • “Smith (2010) phát hiện rằng nhạc cổ điển giúp cải thiện khả năng tập trung.”
  • “Jones (2015) báo cáo rằng nhạc không lời có tác động tích cực đến sự tập trung.”

Bạn có thể tổng hợp như sau:
“Nhiều nghiên cứu đã chỉ ra rằng âm nhạc không lời có thể giúp tăng cường sự tập trung trong khi làm việc hoặc học tập (Smith, 2010; Jones, 2015). Đặc biệt, nhạc cổ điển được xem là có hiệu quả cao nhất trong việc cải thiện khả năng duy trì sự chú ý.”

6. Đánh giá dữ liệu và đưa ra giả thuyết (evaluation & hypothesis development)

Nội dung gốc

“These latter data likely reflect the temperature dependence on critical cellular activity, whereby nucleotide degradation and blood brain barrier disruption (and imminent death if not treated) begins to occur at extreme core temperatures (i.e., 42°C in the human) (Bynum et al., 1978).”

Dịch nghĩa

Những dữ liệu sau này có thể phản ánh sự phụ thuộc của hoạt động tế bào quan trọng vào nhiệt độ, theo đó sự phân hủy nucleotide và sự phá vỡ hàng rào máu não (và dẫn đến tử vong nếu không được điều trị) bắt đầu xảy ra ở nhiệt độ lõi cực đoan (tức là 42°C ở người) (Bynum et al., 1978).

Hướng dẫn chi tiết – Cách đánh giá dữ liệu và phát triển giả thuyết

Trong phần này, tác giả không chỉ tổng hợp dữ liệu mà còn phân tích, đánh giá và đưa ra một giả thuyết về ảnh hưởng của nhiệt độ lên hoạt động tế bào.

6.1. Cách đánh giá dữ liệu hiệu quả

  • Liên kết dữ liệu với cơ chế sinh học
    • Tác giả không chỉ nói rằng nhiệt độ cao làm thay đổi chuyển hóa, mà còn liên kết nó với sự phá hủy nucleotide và hàng rào máu não, một vấn đề có thể dẫn đến tử vong.
  • Sử dụng ngôn ngữ phỏng đoán
    • Cụm từ “likely reflect…” cho thấy đây là một giả thuyết có cơ sở khoa học nhưng chưa được kiểm chứng hoàn toàn.
    • Điều này giúp tránh đưa ra kết luận tuyệt đối khi chưa có đầy đủ bằng chứng.

6.2. Cách áp dụng vào bài viết của bạn

Khi viết phần đánh giá dữ liệu và phát triển giả thuyết, bạn nên:

  • Liên kết dữ liệu với cơ chế khoa học để giải thích hiện tượng.
  • Sử dụng từ ngữ có tính phỏng đoán để thể hiện rằng bạn đang đưa ra một giả thuyết, không phải kết luận chắc chắn.
  • Nhấn mạnh ý nghĩa của giả thuyết đối với nghiên cứu tương lai.

Ví dụ, nếu bạn nghiên cứu về ảnh hưởng của giấc ngủ lên trí nhớ, bạn có thể viết:
“Dữ liệu này cho thấy giấc ngủ có thể đóng vai trò quan trọng trong việc củng cố trí nhớ, có thể thông qua cơ chế tái tổ chức synap thần kinh (Walker & Stickgold, 2010).”

7. Xác định khoảng trống trong nghiên cứu (further identification of knowledge gaps)

Nội dung gốc

“The molecular mechanisms that might impact on cerebral metabolism and oxygenation beyond a rise of 3°C have not been explored in humans, and are therefore beyond the scope of this review.”

Dịch nghĩa

Các cơ chế phân tử có thể ảnh hưởng đến chuyển hóa não bộ và quá trình oxy hóa khi nhiệt độ tăng quá 3°C chưa được nghiên cứu ở người, do đó nằm ngoài phạm vi của bài tổng quan này.

Hướng dẫn chi tiết – Cách xác định khoảng trống trong nghiên cứu

Một phần quan trọng trong literature review là xác định những gì chưa được nghiên cứu hoặc chưa có câu trả lời rõ ràng. Điều này giúp định hướng nghiên cứu tiếp theo và chứng minh rằng chủ đề bạn đang nghiên cứu có ý nghĩa khoa học.

Trong đoạn văn trên, tác giả đã chỉ ra một khoảng trống quan trọng:

  • Chưa có nghiên cứu nào kiểm tra tác động của nhiệt độ trên 3°C đối với chuyển hóa não bộ ở người.
  • Vì thiếu dữ liệu, vấn đề này không thể được thảo luận trong bài tổng quan.

Việc chỉ ra khoảng trống trong nghiên cứu không chỉ giúp tạo ra một hướng đi cho nghiên cứu tiếp theo mà còn giúp bài literature review có tính hệ thống hơn.

7.1. Cách xác định và trình bày khoảng trống trong nghiên cứu

  • Tìm kiếm những chủ đề chưa có nhiều nghiên cứu
    • Khi đọc tài liệu, hãy để ý những lĩnh vực chưa có nhiều dữ liệu hoặc có kết quả chưa nhất quán.
  • Sử dụng cụm từ thể hiện sự chưa chắc chắn
    • “To date, no study has examined…” (Cho đến nay, chưa có nghiên cứu nào kiểm tra…)
    • “It remains unclear whether…” (Vẫn chưa rõ liệu…)
    • “Further research is needed to determine…” (Cần thêm nghiên cứu để xác định…)
  • Giải thích tại sao khoảng trống này quan trọng
    • Nếu không có nghiên cứu nào về tác động của nhiệt độ trên 3°C đối với não bộ, làm thế nào để hiểu được giới hạn chịu đựng của con người?
    • Điều này có thể ảnh hưởng đến nghiên cứu về nhiệt độ cơ thể tối đa mà con người có thể chịu đựng trước khi xuất hiện các tổn thương thần kinh nghiêm trọng.

7.2. Cách áp dụng vào bài viết của bạn

Nếu bạn đang viết literature review, hãy đảm bảo rằng bạn xác định rõ khoảng trống trong kiến thức và trình bày nó một cách khoa học.

Ví dụ, nếu bạn nghiên cứu về ảnh hưởng của chế độ ăn Keto lên trí nhớ, bạn có thể viết:
“Mặc dù một số nghiên cứu đã chỉ ra lợi ích ngắn hạn của chế độ ăn Keto đối với trí nhớ, vẫn chưa có nhiều nghiên cứu kiểm tra ảnh hưởng của nó trong thời gian dài hơn 6 tháng. Do đó, tác động lâu dài của chế độ ăn này vẫn chưa được xác định.”

Việc nhấn mạnh vào những câu hỏi chưa được giải đáp giúp bài viết có định hướng và mở ra cơ hội cho các nghiên cứu tiếp theo.

8. Tổng hợp phát hiện từ các nghiên cứu liên quan (synthesis of findings relating to human studies)

Nội dung gốc

“In humans, positron emission tomography measurements during passive heating to roughly +2°C rectal temperature show an increased metabolic rate of glucose in the hypothalamus, thalamus, corpus callosum, cingulate gyrus, and cerebellum (Nunneley et al., 2002). However, in the same study, significant declines in metabolic rate were observed in the caudate, putamen, insula, and posterior cingulum. To date, although regional differences are apparent, no study exists (to our knowledge) in the healthy awake human providing a measure of global cerebral metabolic rate during passive hyperthermia. In healthy humans during exercise, however, Nybo et al. (Nybo et al., 2002a) demonstrated with arterial and jugular venous sampling that cerebral metabolic rate is higher by ~7-8% when subjects are hyperthermic (see Discussion on Exercise).”

Dịch nghĩa

Ở người, các phép đo chụp cắt lớp phát xạ positron (PET) trong quá trình làm nóng thụ động đến khoảng +2°C so với nhiệt độ trực tràng cho thấy tỷ lệ chuyển hóa glucose gia tăng ở vùng hạ đồi, đồi thị, thể chai, hồi đai và tiểu não (Nunneley et al., 2002). Tuy nhiên, trong cùng nghiên cứu, tỷ lệ chuyển hóa lại giảm đáng kể ở thể vân, nhân đậu, hồi não đảo và hồi đai sau. Cho đến nay, mặc dù có sự khác biệt theo vùng, chưa có nghiên cứu nào (theo hiểu biết của chúng tôi) kiểm tra tỷ lệ chuyển hóa não bộ toàn cầu ở người tỉnh táo khỏe mạnh trong điều kiện tăng thân nhiệt thụ động. Tuy nhiên, trong nghiên cứu trên người khỏe mạnh khi tập thể dục, Nybo et al. (Nybo et al., 2002a) đã chứng minh rằng tỷ lệ chuyển hóa não bộ cao hơn khoảng 7-8% khi đối tượng bị tăng thân nhiệt (xem phần thảo luận về tập thể dục).

Hướng dẫn chi tiết – Cách tổng hợp phát hiện từ các nghiên cứu 

Trong đoạn văn này, tác giả đã tổng hợp những phát hiện quan trọng từ các nghiên cứu trên con người, thay vì chỉ dựa vào nghiên cứu trên động vật. Đây là một bước quan trọng trong bất kỳ bài literature review nào, vì nó giúp kiểm tra xem kết quả trên động vật có áp dụng được cho con người hay không.

8.1. Cách tổng hợp nghiên cứu hiệu quả

  • Tóm tắt những phát hiện chính từ các nghiên cứu khác nhau
    • Trong đoạn văn trên, nghiên cứu của Nunneley et al. (2002) được sử dụng để cho thấy sự khác biệt về tỷ lệ chuyển hóa glucose giữa các vùng não.
    • Nghiên cứu của Nybo et al. (2002a) được sử dụng để kiểm tra ảnh hưởng của tập thể dục lên tỷ lệ chuyển hóa não bộ.
  • Chỉ ra các điểm mâu thuẫn hoặc khác biệt giữa các nghiên cứu
    • Một nghiên cứu chỉ ra tỷ lệ chuyển hóa tăng ở một số vùng não, nhưng lại giảm ở các vùng khác.
    • Điều này cho thấy rằng tác động của tăng thân nhiệt lên não bộ có thể không đồng nhất mà phụ thuộc vào từng khu vực cụ thể.
  • Kết nối với khoảng trống trong nghiên cứu
    • Tác giả chỉ ra rằng chưa có nghiên cứu nào kiểm tra tỷ lệ chuyển hóa toàn bộ não bộ trong điều kiện tăng thân nhiệt ở người khỏe mạnh.

8.2. Cách áp dụng vào bài viết của bạn

Khi tổng hợp kết quả từ các nghiên cứu trên con người, bạn nên:

  • Tóm tắt các kết quả chính từ nhiều nghiên cứu khác nhau.
  • Nhấn mạnh những điểm tương đồng và khác biệt.
  • Liên kết với khoảng trống trong nghiên cứu để cho thấy hướng đi tiếp theo.

Ví dụ, nếu bạn đang nghiên cứu về tác động của giấc ngủ lên trí nhớ, bạn có thể viết:
“Một số nghiên cứu đã cho thấy giấc ngủ REM đóng vai trò quan trọng trong việc củng cố trí nhớ (Stickgold, 2005). Tuy nhiên, một số nghiên cứu khác lại cho rằng giấc ngủ non-REM cũng có thể đóng vai trò tương tự (Rasch & Born, 2013), cho thấy rằng cơ chế này vẫn chưa được hiểu rõ.”

9. Đánh giá của tác giả (author evaluation)

Nội dung gốc

“Whether the confounding factor of exercise precludes the conclusion that hyperthermia alone causes an increase in cerebral metabolism, remains unknown.”

Dịch nghĩa

“Liệu yếu tố gây nhiễu của việc tập thể dục có loại trừ khả năng kết luận rằng tăng thân nhiệt đơn thuần là nguyên nhân làm tăng chuyển hóa não hay không vẫn chưa được biết rõ.”

Hướng dẫn chi tiết – Cách viết phần đánh giá của tác giả trong Literature Review

Đánh giá của tác giả là một phần rất quan trọng trong literature review vì nó giúp người đọc hiểu được cách tác giả nhìn nhận về nghiên cứu hiện tại và những hạn chế có thể tồn tại trong các nghiên cứu trước đó.

Trong đoạn văn trên, tác giả đã làm hai điều quan trọng:

  • Đặt câu hỏi về tính chính xác của kết luận trong các nghiên cứu trước.
  • Nhấn mạnh rằng vẫn còn sự chưa chắc chắn trong việc kết luận về mối quan hệ giữa tăng thân nhiệt và chuyển hóa não.

9.1. Cách thực hiện một đánh giá khoa học hiệu quả

    • Xem xét các yếu tố có thể ảnh hưởng đến kết quả nghiên cứu
      • Trong đoạn văn trên, tác giả chỉ ra rằng việc tập thể dục có thể là một yếu tố gây nhiễu (confounding factor), làm cho khó có thể kết luận rằng chỉ riêng tăng thân nhiệt là nguyên nhân của sự gia tăng chuyển hóa não.
    • Sử dụng ngôn ngữ khoa học để thể hiện sự đánh giá
      • Các cụm từ như “remains unknown”, “it is unclear whether…”, “this limitation must be considered…” giúp tác giả diễn đạt sự chưa chắc chắn mà không bác bỏ hoàn toàn nghiên cứu trước.
    • Đặt ra câu hỏi mở để gợi ý hướng nghiên cứu tiếp theo
      • Một cách hiệu quả để viết phần đánh giá là kết thúc bằng một câu hỏi gợi mở. Ví dụ:
  • “Liệu những nghiên cứu trong tương lai có thể tách biệt ảnh hưởng của tăng thân nhiệt và tập thể dục để có một kết luận rõ ràng hơn?”

9.2. Cách áp dụng vào bài viết của bạn

Nếu bạn đang viết literature review, hãy đảm bảo rằng bạn không chỉ trình bày nghiên cứu mà còn có phần đánh giá khách quan về những gì đã biết.

Ví dụ, nếu bạn nghiên cứu về tác động của giấc ngủ lên trí nhớ, bạn có thể viết:
“Mặc dù một số nghiên cứu đã cho thấy giấc ngủ REM có vai trò quan trọng trong việc củng cố trí nhớ, vẫn chưa rõ liệu giấc ngủ non-REM có thể đóng vai trò tương tự hay không. Ngoài ra, sự khác biệt cá nhân trong chất lượng giấc ngủ có thể ảnh hưởng đến mức độ củng cố trí nhớ, điều này cần được nghiên cứu thêm.”

Bằng cách này, bạn thể hiện sự hiểu biết về chủ đề nhưng cũng không đưa ra kết luận tuyệt đối khi chưa có đủ bằng chứng khoa học.

10. Tổng hợp kết luận của chủ đề & đánh giá hiện trạng kiến thức (summary synthesis & evaluation of current knowledge)

Nội dung gốc

“Still, given the theoretical Q10 (temperature coefficient) considerations, in conjunction with animal studies, human positron emission tomography data and exercise studies, it is likely that hyperthermia (of up to +3°C) proffers a dose-dependent response to increase cerebral metabolic rate.”

Dịch nghĩa

“Tuy nhiên, dựa trên các cân nhắc về hệ số nhiệt độ Q10, kết hợp với các nghiên cứu trên động vật, dữ liệu chụp cắt lớp phát xạ positron (PET) trên người và các nghiên cứu về tập thể dục, có khả năng tăng thân nhiệt (lên đến +3°C) tạo ra phản ứng phụ thuộc vào liều để làm tăng tỷ lệ chuyển hóa não.”

Hướng dẫn chi tiết – Cách viết phần tổng hợp kết luận và đánh giá hiện trạng kiến thức

Phần này giúp kết nối tất cả những gì đã thảo luận trong bài literature review và đưa ra một nhận định chung về tình trạng nghiên cứu hiện tại.

Trong đoạn văn trên, tác giả đã:

  • Tổng hợp các kết quả từ các nghiên cứu khác nhau
    • Tác giả kết hợp các nghiên cứu lý thuyết (Q10), nghiên cứu trên động vật, nghiên cứu trên con người và nghiên cứu về tập thể dục để đưa ra một kết luận chung.
  • Sử dụng từ ngữ mang tính khả năng thay vì kết luận tuyệt đối
    • Cụm từ “it is likely that…” cho thấy rằng giả thuyết vẫn đang được kiểm chứng và có thể cần thêm nghiên cứu để xác nhận.
  • Nhấn mạnh vào mối quan hệ phụ thuộc liều (dose-dependent response)
    • Đây là một điểm quan trọng, vì nó gợi ý rằng ảnh hưởng của tăng thân nhiệt lên chuyển hóa não có thể không tuyến tính, mà phụ thuộc vào mức độ tăng nhiệt độ.

10.1. Cách áp dụng vào bài viết của bạn

Khi viết phần tổng hợp kết luận trong literature review, hãy đảm bảo rằng bạn:

  • Tóm tắt những phát hiện chính từ tất cả các phần trước đó.
  • Sử dụng bằng chứng từ nhiều nghiên cứu khác nhau để hỗ trợ kết luận của bạn.
  • Dùng ngôn ngữ có tính mở để cho thấy rằng đây vẫn là một lĩnh vực đang được nghiên cứu.

Ví dụ, nếu bạn đang nghiên cứu về tác động của giấc ngủ lên trí nhớ, bạn có thể viết:
“Dựa trên các nghiên cứu về củng cố trí nhớ, dữ liệu từ nghiên cứu giấc ngủ EEG, và các thí nghiệm hành vi, có khả năng giấc ngủ REM đóng vai trò quan trọng trong việc củng cố trí nhớ dài hạn. Tuy nhiên, do sự khác biệt trong thiết kế nghiên cứu và đặc điểm cá nhân, cần thêm nghiên cứu để xác định mức độ ảnh hưởng chính xác.”

Cách viết này giúp người đọc hiểu rõ tình trạng kiến thức hiện tại nhưng cũng mở ra hướng nghiên cứu trong tương lai.

11. Predictions (Dự đoán)

Dự đoán là bước mở rộng dựa trên các kết quả và dữ liệu hiện có. Phần này giúp định hướng nghiên cứu trong tương lai và đặt nền tảng cho các giả thuyết mới.

Ví dụ  

“Given the above theoretical considerations, if brain metabolism increases by a liberal 10% following a 2°C increase in tissue temperature, the critical reduction in blood flow to maintain oxygenation would be -40-50%.”

Dịch nghĩa

“Dựa trên các cân nhắc lý thuyết ở trên, nếu chuyển hóa não tăng khoảng 10% sau khi nhiệt độ mô tăng thêm 2°C, thì mức giảm lưu lượng máu quan trọng để duy trì sự cung cấp oxy sẽ vào khoảng 40-50%.”

Phân tích cách viết

  • Tác giả đưa ra dự đoán cụ thể: khi chuyển hóa não tăng do nhiệt độ, khả năng oxy hóa mô não cũng sẽ thay đổi.
  • Phần này dựa vào dữ liệu và lý thuyết để đưa ra nhận định khoa học, đồng thời gợi ý các nghiên cứu tiếp theo để kiểm chứng.

Hướng dẫn viết

  • Dựa trên dữ liệu hiện có: Ví dụ: “Dựa trên lý thuyết Q10, chúng tôi dự đoán rằng mức tăng chuyển hóa não sẽ tỷ lệ thuận với nhiệt độ tăng trong khoảng 1-3°C.”
  • Đưa ra câu hỏi mới: Ví dụ: “Liệu tăng nhiệt độ có giới hạn không, và khi nào nó bắt đầu gây hại cho mô não?”
  • Liên kết với nghiên cứu: Phần này nên làm nổi bật vai trò của nghiên cứu bạn trong việc kiểm chứng các dự đoán.

PREVIEW TEXT

Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 1 Marketing: Creating Customer Value and Engagement
1) Which of the following is NOT an accurate description of modern marketing? A) Marketing is the creation of value for customers.
B) Marketing involves managing profitable customer relationships.
C) Marketing emphasizes selling and advertising exclusively.
D) Marketing involves satisfying customers’ needs.
E) Marketing is building value-laden exchange relationships with customers. Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
2) According to management guru Peter Drucker, “The aim of marketing is to ________.” A) maximize profits of the company
B) emphasize customer wants and not customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products
Answer: C
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy
3) Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ________.
A) research and development
B) innovation and creativity
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
1
Copyright © 2018 Pearson Education, Ltd.
4) According to the five-step model of the marketing process, which of the following is the final step in creating value for customers?
A) designing a customer-driven marketing strategy
B) understanding the marketplace and customer needs
C) constructing an integrated marketing program that delivers superior value D) building profitable relationships and creating customer delight
E) capturing value from customers to create profit and customer equity
Answer: E
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
5) According to the five-step model of the marketing process, a company should ________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value to customers
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers D) understand the marketplace and customer needs and wants
E) construct an integrated marketing program
Answer: D
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
6) Marketing is managing profitable customer relationships.
Answer: TRUE
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy
7) ________ are human needs that are shaped by culture and individual personality. A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
2
Copyright © 2018 Pearson Education, Ltd.
8) When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
Answer: B
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
9) Needs include all of the following EXCEPT ________.
A) food
B) knowledge
C) affection
D) the newest iphone
E) belonging
Answer: D
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
10) Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg’s want now has become a(n) ________. A) need
B) necessity
C) demand
D) exchange
E) transaction
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Moderate
3
Copyright © 2018 Pearson Education, Ltd.
11) A ________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix
Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
12) Which of the following terms refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs?
A) vendor lock-in
B) social loafing
C) value proposition
D) marketing myopia
E) conspicuous consumption
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Moderate
13) When marketers set low expectations for a market offering, they run the risk of ________. A) disappointing loyal customers
B) having to use an outside-in rather than an inside-out perspective
C) failing to attract enough customers
D) failing to understand their customers’ needs
E) incorrectly identifying a target market
Answer: C
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
4
Copyright © 2018 Pearson Education, Ltd.
14) ________ is the act of obtaining a desired object from someone by offering something in return.
A) Valuation
B) Exchange
C) Market offering
D) Confiscation
E) Donation
Answer: B
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
15) A(n) ________ is the set of actual and potential buyers of a product or service. A) market
B) control group
C) subsidiary
D) focus group
E) audience
Answer: A
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
16) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.
A) positioning
B) marketing
C) outsourcing
D) production
E) logistics
Answer: B
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
5
Copyright © 2018 Pearson Education, Ltd.
17) When are sellers most effective?
A) when they focus more on their specific products and services
B) when they focus more on the price of their products and services
C) when they focus more on the benefits and experiences produced by their products and services
D) when they focus more on where their products and services can be purchased E) when they focus more on cost to produce the product or service
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
6
Copyright © 2018 Pearson Education, Ltd.
Refer to the scenario below to answer the following question(s).
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. “But, given the established industries in the nearby towns, very little year-round competition, and our close proximity to Portland,” Carol added, “I couldn’t understand why seasonality had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol’s plan also involved a seasonal promotional gimmick—to be implemented from early winter to late spring—that would attract
the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals.
“We still have a long way to go,” Carol admitted. “Our delicatessen offers entrees that are a part of the local cuisine, but we’d like to expand that. We provide health club privileges off-site, but we’d like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I’m quite proud of the results.” Carol then added, “Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend getaways throughout winter.”
18) Seagull Terrace offers its customers good accommodations, local delicacies, and amazing seaside views. The overall experience provided at the motel is a part of its ________. A) market offering
B) target market
C) market segment
D) product positioning
E) marketing mix
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Challenging
19) Human needs are shaped by culture and individual personality.
Answer: FALSE
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
7
Copyright © 2018 Pearson Education, Ltd.
20) The difference between human needs and wants is that needs are not created by marketers. Answer: TRUE
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Moderate
21) When backed by buying power, needs become wants.
Answer: FALSE
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
22) Market offerings are limited to physical products.
Answer: FALSE
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
23) An experience such as a vacation can be defined as a market offering. Answer: TRUE
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
24) When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia.
Answer: FALSE
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Moderate
25) A market is the set of actual and potential buyers of a product or service. Answer: TRUE
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
8
Copyright © 2018 Pearson Education, Ltd.
26) How do suppliers help companies like Walmart maintain consistently low prices? Answer: Walmart has been able to maintain its promise of providing low prices to its customers only because of its suppliers who provide merchandise at low costs. Walmart has developed and managed relationships with its suppliers.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Moderate
27) What should sellers consider if they wish to avoid marketing myopia? Answer: Sellers should consider the particular benefits and experiences desired by their customers, and not just pay attention to the specific products they offer.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
28) Briefly compare and contrast the concepts of needs, wants, and demands and provide examples to illustrate your answer. How do these three concepts relate to marketing practices? Answer: Human needs are states of felt deprivation. Needs are a basic part of the human makeup; they are not created by marketers. Humans have a basic physical need for food, clothing, warmth, and safety; a basic social need for belonging and affection; and a basic individual need for knowledge and self-expression. Wants are needs shaped by culture, society, and individual personality. For example, an American needs food but wants a Big Mac and a soft drink. Wants become demands when they are backed by consumers’ buying power. For example, an American with ten dollars needs food, wants a Big Mac and soft drink, and demands lunch at McDonald’s. Marketers conduct extensive research to understand customers’ wants and demands. They then attempt to fulfill customers’ wants and demands through their market offerings. AACSB: Written and oral communication
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Moderate
29) You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How might you go about creating brand experiences for your customers?
Answer: Such manufacturers should focus on the benefits enjoyed through the use of their products, such as arrangements to visit great outdoor locations, chances for customers to enjoy time with their families, and relive their memories of camping trips.
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Challenging
9
Copyright © 2018 Pearson Education, Ltd.
30) Explain how and why marketers go beyond selling a product or service to create brand experiences.
Answer: Sellers are most effective when they focus more on the benefits and experiences produced by their products and services than on the specific products and services themselves. Smart marketers focus on creating a brand experience, incorporating several products and services for their customers. By doing so, marketers hope to increase customer satisfaction. Satisfied customers buy again and tell others about their good experiences. AACSB: Written and oral communication
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Moderate
31) The art and science of choosing target markets and building profitable relationships with them is called ________.
A) marketing management
B) positioning
C) marketing mix
D) market offering
E) differentiation
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
32) Selecting which segments of a population to serve is called ________. A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation
Answer: D
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
10
Copyright © 2018 Pearson Education, Ltd.
33) Dividing the market into various groups of customers that a company may serve is called ________.
A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation
Answer: A
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
34) Cathy’s Clothes is a small yet successful retail chain that sells women’s clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.
A) ambush marketing
B) social marketing
C) societal marketing
D) target marketing
E) cause marketing
Answer: D
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
35) An organic farmer has identified three distinct groups that might be interested in his products: vegetarians, health-conscious individuals, and people identified as trendsetters who try out new products in the market before others. These three groups are examples of ________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
11
Copyright © 2018 Pearson Education, Ltd.
36) Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?
A) customer lock-in
B) a cartel
C) marketing mix
D) value proposition
E) market segmentation
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
37) Which of the following customer questions is answered by a company’s value proposition? A) “Why should I buy your brand rather than a competitor’s?”
B) “What is your company’s estimated customer equity?”
C) “What are the costs involved in the production of your brand?”
D) “What is the budget allocated by your company for research and development?” E) “What is the financial stability of your company?”
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
38) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?
A) production concept
B) product concept
C) selling concept
D) marketing concept
E) societal marketing concept
Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
12
Copyright © 2018 Pearson Education, Ltd.
39) Which of the following marketing management concepts is most likely to lead to marketing myopia?
A) customer-driven marketing concept
B) customer-driving marketing concept
C) societal marketing concept
D) marketing concept
E) product concept
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
40) Which of the following statements is true of the production concept?
A) It considers customer focus and value to be the paths to sales and profits. B) It follows the customer-centered sense-and-respond philosophy.
C) It takes an outside-in perspective.
D) It calls for sustainable marketing.
E) It leads to companies focusing too narrowly on their own operations.
Answer: E
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
41) The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features.
A) product
B) production
C) societal marketing
D) marketing
E) selling
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
13
Copyright © 2018 Pearson Education, Ltd.
42) Which of the following is the aim of the product concept?
A) improve the marketing of a firm’s best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers’ demands D) focus on making continuous product improvements
E) ensure that product promotion has the highest priority
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
43) Henry Ford’s philosophy was to perfect the Model T so that its cost could be reduced further for increased consumer affordability. This reflects the ________ concept. A) product
B) production
C) selling
D) marketing
E) societal marketing
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
44) Railroads were once operated based on the thinking that users wanted trains that would offer the most in quality, performance, and innovative features. The railroad managing companies overlooked the fact that there could be other modes of transportation. This reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
14
Copyright © 2018 Pearson Education, Ltd.
45) Which of the following statements is true of the selling concept?
A) It requires minimum promotion efforts.
B) It creates long-term, profitable customer relationships.
C) It takes an outside-in perspective.
D) It is typically practiced with unsought goods.
E) It follows the customer-centered sense-and-respond philosophy.
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
46) Which of the following marketing orientations calls for aggressive promotional efforts and focuses on creating transactions rather than long-term customer relationships? A) the marketing concept
B) the production concept
C) the product concept
D) the selling concept
E) the societal marketing concept
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
47) Jolene’s firm markets preplanning services for a mortician. She finds that most of her target market avoids discussing future funeral needs. She convinces people to invest in the firm’s services through her large-scale promotional efforts. Jolene’s firm most likely practices the ________.
A) production concept
B) marketing concept
C) selling concept
D) product concept
E) societal marketing concept
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
15
Copyright © 2018 Pearson Education, Ltd.
48) The selling concept is typically practiced ________.
A) to balance consumers’ wants, company’s requirements, and the society’s long-run interests B) with products that offer the most in terms of quality, performance, and innovative features C) when the company focuses on building long-term customer relationships D) with goods that buyers normally do not think of buying
E) by customer-driven companies
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
49) Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?
A) the product concept
B) the production concept
C) the selling concept
D) the marketing concept
E) the societal marketing concept
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
50) Which of the following uses a customer-centered “sense-and-respond” philosophy rather than a product-centered “make-and-sell” philosophy?
A) market segmentation
B) the production concept
C) the marketing concept
D) the inside-out perspective
E) marketing myopia
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
16
Copyright © 2018 Pearson Education, Ltd.
51) A firm that uses the selling concept takes a(n) ________ approach.
A) outside-in
B) niche marketing
C) inside-out
D) societal marketing
E) customer-driven
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
52) The marketing concept takes a(n) ________. It starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers. A) outside-in perspective
B) product-centered make-and-sell philosophy
C) inside-out perspective
D) consumer-generated marketing approach
E) telling-and-selling approach
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
53) Which of the following is a characteristic of customer-driven marketing? A) Companies understand customer needs even better than customers themselves do. B) Customers are unaware of their needs.
C) Products are created that meet both existing and latent needs, now and in the future. D) Customers know what they want.
E) Customers don’t know what is possible.
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
17
Copyright © 2018 Pearson Education, Ltd.
54) ________ marketing is practiced by an organization that understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future needs.
A) Customer-driven
B) Customer-driving
C) Affinity
D) Societal
E) Ambush
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
55) When customers don’t know what they want or don’t even know what’s possible, the most effective marketing strategy is ________ marketing.
A) customer-driven
B) customer-driving
C) societal
D) ambush
E) affinity
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
56) The societal marketing concept seeks to establish a balance between ________. A) customer lifetime value and customer equity
B) an inside-out perspective and an outside-in perspective
C) consumer short-run wants and consumer long-run welfare
D) marketing mixes and market offerings
E) customer-driven marketing and customer-driving marketing
Answer: C
AACSB: Ethical understanding and reasoning
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
18
Copyright © 2018 Pearson Education, Ltd.
57) ________ refers to socially and environmentally responsible marketing that meets the needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
A) Ambush marketing
B) Evangelism marketing
C) Sustainable marketing
D) Database marketing
E) Affinity marketing
Answer: C
AACSB: Ethical understanding and reasoning
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
58) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy.
A) marketing concept
B) product concept
C) production concept
D) societal marketing concept
E) selling concept
Answer: D
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
59) The set of marketing tools a firm uses to implement its marketing strategy is called the ________.
A) promotion mix
B) product mix
C) marketing mix
D) market offering
E) marketing effort
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
19
Copyright © 2018 Pearson Education, Ltd.
60) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?
A) All customers will be delighted.
B) Customer-perceived value will increase.
C) All customers will directly turn into customer evangelists.
D) Not all customers will be satisfied.
E) Customers will not show interest in any other company’s products.
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
61) Which of the following statements reflects the marketing concept?
A) Focus on making continuous product improvements.
B) Undertake a large-scale selling and promotion effort.
C) Emphasize an inside-out perspective.
D) Consider customer focus and value as the paths to sales and profits.
E) Focus on a product-centered make-and-sell philosophy.
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
62) Bead Beautiful is a jewelry brand targeted at preteen girls. What needs do NOT fit with this audience, as the marketing team develops a value proposition for Bead Beautiful? A) variety of colors in products
B) price
C) quality of materials
D) mature designs
E) ease of availability
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
20
Copyright © 2018 Pearson Education, Ltd.
63) When demand for athletic shoes produced by Nike and endorsed by Michael Jordan is high, Nike limits how many pairs of shoes are manufactured. This action maintains strong demand by limiting supply. This decision contradicts the philosophy of which marketing concept? A) marketing concept
B) product concept
C) production concept
D) societal marketing concept
E) selling concept
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
64) At a local farmers’ market, Molly Malone sells mussels while shouting to passersby, “Fresh seafood, get your fresh seafood here!” What kind of perspective is Molly taking? A) customer-driving
B) inside-out
C) customer-driven
D) outside-in
E) niche marketing
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
65) Market segmentation is the process of seeking fewer customers and reduced demand for profit maximization only.
Answer: FALSE
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
66) The selling concept holds that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort.
Answer: TRUE
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
21
Copyright © 2018 Pearson Education, Ltd.
67) An organization’s department follows a customer-centered sense-and-respond philosophy. The department is most likely practicing the product concept.
Answer: FALSE
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
68) The production concept and the product concept are marketing management orientations that are more likely to lead to marketing myopia.
Answer: TRUE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
69) The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society’s interests.
Answer: TRUE
AACSB: Ethical understanding and reasoning
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
70) Fast Food, Inc. views marketing as the process of finding and retaining profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.
Answer: FALSE
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
71) Healthy Veggies, LLC, believes that marketing is a tool to use in finding customers and keeping them by providing vegetables that are grown using chemical-free farming techniques and selling through small family-owned stores. Healthy Veggies, LLC, practices societal marketing.
Answer: TRUE
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
22
Copyright © 2018 Pearson Education, Ltd.
72) The marketing mix refers to the set of marketing tools the firm uses to implement its marketing strategy.
Answer: TRUE
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Easy
73) Company X, a manufacturer of office supplies, follows the selling concept. Explain how the firm may lose sight of customer relationships with this marketing orientation. Answer: The selling concept of Company X focuses on selling its office supplies rather than making what the market wants; such a strategy creates sales transactions but not long-term customer relationships. The company would most likely have a faulty assumption that customers who are persuaded to buy the product will like it or that they will buy the product again later even if they weren’t really initially satisfied. Company X will not foster customer loyalty with this approach.
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
74) Explain why electronics and pharmaceuticals manufacturers use customer-driving marketing.
Answer: In such industries, consumers do not know exactly what new products are available; therefore, consumers rely on such firms to tell them what they need. Customer-driving marketing focuses on understanding customer needs even better than customers themselves do and creating products and services that meet both existing and latent needs, now and in the future.
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Challenging
23
Copyright © 2018 Pearson Education, Ltd.
75) Compare the selling and marketing concepts, listing the key components of each philosophy.
Answer: The selling concept reflects an inside-out perspective, while the marketing concept takes an outside-in perspective. The selling concept is typically practiced when an organization is marketing products or services that buyers do not normally think of purchasing, such as insurance or blood donation. Aggressive selling focuses on creating sales transactions rather than building long-term relationships with customers, with the aim of selling what the company makes rather than making what the customer wants. The marketing concept, on the other hand, is based upon identifying the needs and wants of target markets and then satisfying those needs and wants better than competitors do. In contrast to the selling concept, marketing focuses on the customer, not the product, as the path to profits.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
76) Briefly explain the societal marketing concept. Give an example of an organization that has effectively used the societal marketing concept.
Answer: According to this concept, firms will succeed if they take underlying consumer needs and society’s well-being into account over the long term. A pure marketing concept can damage consumers’ long-run welfare by focusing exclusively on satisfying consumers’ short-run wants.
Over a long period of time, this too-narrow focus can be damaging to the company. In setting their marketing strategies, marketers today need to balance company profits, consumer wants, and society’s interests. The societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being. It calls for sustainable marketing, socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. UPS has a mission that stresses economic prosperity, social responsibility, and environmental stewardship. The company proactively seeks opportunities to act responsibly and efficiently. For example, UPS works to make its operations “green” and supports employees volunteering in their communities.
AACSB: Ethical understanding and reasoning
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Difficulty: Moderate
24
Copyright © 2018 Pearson Education, Ltd.
77) In which of the following situations has a company most actively embraced customer managed relationships?
A) American Airlines awards frequent flyer points to returning customers. B) Paige Premium Denim jeans provide superior quality and perfect fit.
C) iRobot invites enthusiastic Roomba owners to develop and share their own uses for the company’s robotic vacuum cleaner.
D) Best Buy distinguishes between its best customers and its less profitable customers, stocking merchandise to appeal to each group.
E) Toyota develops a marketing presence on social networks and other online communities. Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
78) Which of the following statements is true about creating customer loyalty and retention? A) Losing a customer means losing the entire stream of purchases that the customer would make over a lifetime of patronage.
B) Customer delight creates a rational preference and not an emotional relationship with the brand.
C) The aim of customer relationship management is to focus solely on customer delight. D) Losing a customer hardly makes a difference to a company’s sales.
E) The aim of customer relationship management is to focus solely on customer satisfaction. Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
79) FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these benefits against the monetary cost of using FedEx along with other costs of using the service, they are acting upon ________.
A) brand loyalty
B) customer equity
C) customer-perceived value
D) customer lifetime value
E) a societal marketing campaign
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
25
Copyright © 2018 Pearson Education, Ltd.
80) Customer satisfaction is a goal that companies strive to earn. Companies can achieve customer delight by ________.
A) regularly putting products on sale
B) promising only what they can deliver and then delivering more than they promise C) offering promotional deals such as “buy one and get one free”
D) creating contests with exciting prizes
E) using celebrities to advertise the products
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
81) Building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is called ________.
A) customer lifetime value
B) customer-perceived value
C) customer relationship management
D) partner relationship management
E) customer equity
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
82) Which of the following marketing strategies should marketing managers focus on to manage detailed information about individual customers and carefully manage customer touchpoints to maximize customer loyalty?
A) customer divestment
B) customer-managed relationships
C) the societal marketing concept
D) partner relationship management
E) customer relationship management
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
26
Copyright © 2018 Pearson Education, Ltd.
83) ________ is determined by a customer’s evaluation of the benefits and costs of a market offering relative to those of competing offers.
A) Customer-perceived value
B) Customer lifetime value
C) Share of customer
D) Customer-managed relationship
E) Brand value proposition
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
84) Customer equity refers to ________.
A) a firm’s current sales
B) the share a firm earns of a customer’s purchasing in their product categories C) the amount a customer is spending each year on certain products
D) the total combined customer lifetime value of all of the company’s current and potential customers
E) a firm’s market share
Answer: D
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
85) It is most accurate to say that when customers purchase products they act on ________ as they judge values and costs.
A) objective value
B) perceived value
C) customer lifetime value
D) company image
E) society’s interests
Answer: B
AACSB: Reflective thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
27
Copyright © 2018 Pearson Education, Ltd.
86) The primary key to delivering customer satisfaction is to match product performance with ________.
A) the performance of competitive products
B) competitive prices
C) aggressive advertising
D) limited customer services
E) customer expectations
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
87) Which of the following terms refers to customers who make repeat purchases and tell others about their positive experiences with a product or service?
A) barnacles
B) customer evangelists
C) butterflies
D) surrogate customers
E) market mavens
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
88) Sally recently purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations about Brand X lotion, Sally was measuring her level of ________.
A) share of customer
B) customer satisfaction
C) customer equity
D) customer-perceived value
E) customer lifetime value
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
28
Copyright © 2018 Pearson Education, Ltd.
89) Which of the following strategies would a company most likely use to increase customer satisfaction?
A) decreasing the variety of offered services
B) divesting
C) lowering prices
D) “firing” unprofitable customers
E) limiting customer experiences with a brand
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
90) Hank is an assistant marketing director for a firm in a market with many low-margin customers. What type of relationship with these customers would be the most profitable for him?
A) full partnerships
B) basic relationships
C) causal relationships
D) club marketing programs
E) inverse relationships
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
91) A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of ________.
A) a frequency marketing program
B) a basic relationship
C) a club marketing program
D) partner relationship management
E) sustainable marketing
Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
29
Copyright © 2018 Pearson Education, Ltd.
92) A gym equipment manufacturer encourages customers to become members of the firm’s Web site. Membership provides customers with exercise tips as well as discounts on gym equipment and workout apparel. This is an example of ________.
A) a frequency marketing program
B) a basic customer relationship
C) a club marketing program
D) the selling concept
E) consumer-generated marketing
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
93) The marketing world is most likely embracing ________ because consumers wield greater power now with many platforms for airing and sharing their brand views with other consumers. A) partner relationship management
B) supply chain management
C) customer-managed relationships
D) market segmentation
E) consumer ethnocentrism
Answer: C
AACSB: Information technology
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
94) Greater consumer control means that companies can no longer rely on ________. A) promoting brand-consumer interaction
B) marketing by intrusion
C) creating market offerings and messages that involve consumers
D) developing marketing concepts with an outside-in perspective
E) marketing by attraction
Answer: B
AACSB: Reflective thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
30
Copyright © 2018 Pearson Education, Ltd.
95) Kao Corp., a deodorant manufacturer, invited teenage girls to make an ad that would encourage other girls to buy the product. This program is an example of ________. A) societal marketing
B) the production concept
C) the selling concept
D) partner relationship management
E) consumer-generated marketing
Answer: E
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
96) Elisandra, a marketing manager at a regional chain restaurant, has decided to organize a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization’s home page. Elisandra’s plan is an example of ________. A) consumer-generated marketing
B) partner relationship management
C) customer lifetime value
D) community development around a brand
E) customer divestment
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
97) Through ________, companies today are strengthening their connections with all partners, from providers of raw materials and components to those involved in the delivery of final goods and services.
A) supply chain management
B) direct marketing
C) customer relationship marketing
D) customized marketing
E) inventory management
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
31
Copyright © 2018 Pearson Education, Ltd.
98) The final step in the marketing process is ________.
A) capturing value from customers
B) creating customer delight
C) creating customer lifetime value
D) understanding the marketplace
E) designing a customer-driven marketing strategy
Answer: A
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
99) “Losing a customer once means losing the entire stream of possible purchases that the customer would make over an extended period of patronage.” This statement specifically indicates loss in terms of ________.
A) customer-perceived value
B) marketing offerings
C) partner relationship management
D) customer lifetime value
E) value proposition
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
100) At Gina’s retail stores, the posted policy reads, “Without our customers, we don’t exist.” Gina and her staff aim to delight each customer, and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Gina and her staff strive to make
every customer a repeat customer. It is most accurate to say that instead of focusing on each individual transaction, Gina and her staff put a priority on ________.
A) managing partner relationships
B) selling new products
C) attracting “butterflies”
D) converting “barnacles” to “strangers”
E) capturing customer lifetime value
Answer: E
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
32
Copyright © 2018 Pearson Education, Ltd.
101) The portion of the customer’s purchasing that a company gets in its product categories is known as ________.
A) customer-perceived value
B) share of customer
C) customer insight
D) consumption function
E) induced consumption
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
102) Apart from retaining good customers, most marketers want to constantly increase their “share of customer.” What does this mean in marketing terms?
A) Marketers want to increase their market share.
B) Marketers want to increase the share they get of the customer’s purchasing in their product categories.
C) Marketers want to diversify their operations and customize their products to cater to the entire market.
D) Marketers want to continuously increase their customers’ levels of satisfaction. E) Marketers want to turn satisfied customers into delighted customers. Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
103) ________ is one of the best ways to increase share of customer.
A) Targeting new customers
B) Using bait and switch
C) Cross-selling
D) Divesting
E) Partnership marketing
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
33
Copyright © 2018 Pearson Education, Ltd.
104) Keith, a clothing store owner, offers product suggestions to customers based on their current purchases. Which of the following is Keith trying to increase?
A) shared value
B) share of customer
C) social responsibility
D) customer-generated marketing
E) customer loyalty
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
105) Which of the following refers to the total combined customer lifetime value of all of the company’s current and potential customers?
A) share of customer
B) marketing mix
C) customer equity
D) target market
E) customer-perceived value
Answer: C
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
106) In the context of customer relationship groups, a potentially profitable and short-term customer is referred to as a ________.
A) true friend
B) butterfly
C) stranger
D) barnacle
E) market maven
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
34
Copyright © 2018 Pearson Education, Ltd.
107) Customers can be classified into four relationship groups based on their profitability and projected loyalty. Which customer type is associated with high profitability and long-term loyalty?
A) barnacles
B) strangers
C) butterflies
D) true friends
E) cash cows
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
108) A company should not always target all possible customers. Which kind of customer is not the most valuable to a company, but, can over time, contribute to the firm’s success? A) butterflies
B) shooting stars
C) barnacles
D) true friends
E) strangers
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
109) A financial services firm has several loyal customers who conduct business with them exclusively. However, the company has noticed that this customer group is the least profitable for the company, and in some cases, it increases their losses when engaging in business with this group. Which of the following customer groups is being referred to in this scenario? A) butterflies
B) true friends
C) strangers
D) barnacles
E) cash cows
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
35
Copyright © 2018 Pearson Education, Ltd.
110) Digital technology allows companies to reach out to customers in numerous ways. Which of the following is NOT the purpose of a company reaching out using digital and social media? A) solving consumer problems
B) building customer relationships
C) helping customers shop
D) providing product information
E) working with suppliers
Answer: E
AACSB: Information technology
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
111) A seller pursues a basic relationship with what kind of customers?
A) many customers regardless of profitability
B) many high-margin customers
C) many low-margin customers
D) a few high-margin customers
E) a few low-margin customers
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
112) A seller pursues a full partnership with what kind of customers?
A) many customers regardless of profitability
B) many high-margin customers
C) many low-margin customers
D) a few high-margin customers
E) a few low-margin customers
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
36
Copyright © 2018 Pearson Education, Ltd.
113) A marketer wants to increase its “share of customer.” It can do this by offering a greater variety to customers, or by ________.
A) decreasing prices
B) increasing discounts and coupons
C) sending samples directly to customers
D) introducing customers to “brand evangelists”
E) creating programs to cross-sell and up-sell to market more products and service to existing customers
Answer: E
AACSB: Reflective thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
37
Copyright © 2018 Pearson Education, Ltd.
Refer to the scenario below to answer the following question(s).
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. “But, given the established industries in the nearby towns, very little year-round competition, and our close proximity to Portland,” Carol added, “I couldn’t understand why seasonality had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol’s plan also involved a seasonal promotional gimmick—to be implemented from early winter to late spring—that would attract
the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals.
“We still have a long way to go,” Carol admitted. “Our delicatessen offers entrees that are a part of the local cuisine, but we’d like to expand that. We provide health club privileges off-site, but we’d like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I’m quite proud of the results.” Carol then added, “Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend getaways throughout winter.”
114) Carol Veldt’s plan also involves a seasonal promotional gimmick that she wants to promote aggressively. This is an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
38
Copyright © 2018 Pearson Education, Ltd.
115) Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool area are examples of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
116) Carol Veldt has decided to ask selected guests to participate in an extensive survey about their experience at Seagull Terrace and about their requirements in terms of amenities and cuisines. By implementing the suggestions she receives from guests, Carol would be following the ________ concept.
A) production
B) product
C) selling
D) marketing
E) societal marketing
Answer: D
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
117) For most marketers, customer relationship management is exclusively a matter of customer data management.
Answer: FALSE
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
118) Customer-perceived value is defined as the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers.
Answer: TRUE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
39
Copyright © 2018 Pearson Education, Ltd.
119) The meaning of value is perceived identically by all consumers.
Answer: FALSE
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
120) Customer-managed relationships are marketing relationships that are controlled by customers; therefore, they are of no significance to marketers.
Answer: FALSE
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
121) Large-scale marketing approaches that foster two-way customer relationships are made possible by new communication technologies.
Answer: TRUE
AACSB: Information technology
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
122) In consumer-generated marketing, marketers play a bigger role in shaping consumers’ brand experiences and those of others.
Answer: FALSE
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
123) To increase its “share of customer,” a firm concentrates on retaining as many customers as possible over its lifetime.
Answer: FALSE
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
40
Copyright © 2018 Pearson Education, Ltd.
124) A company can create customer delight by meeting customer expectations through offering good products that do what is promised.
Answer: FALSE
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
125) Many companies now use customer profitability analysis to identify and weed out unprofitable customers.
Answer: TRUE
AACSB: Information technology
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
126) Explain what marketers can expect from individuals in the customer relationship group classified as “butterflies.”
Answer: “Butterflies” are profitable but not loyal. Marketers should enjoy this type of customer “for the moment” because they soon flutter off. Marketers should create profitable and satisfying transactions with “butterflies,” then cease investing in them until the next time around. Marketers
can expect transactions with butterflies when conditions are optimal, but they should not expect butterflies to become loyal customers.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
41
Copyright © 2018 Pearson Education, Ltd.
127) Describe and compare the four types of customers classified by their potential profitability to an organization. Explain how an organization should manage each type of customer. Answer: The four types of customers are strangers, butterflies, true friends, and barnacles. “Strangers” have low potential profitability and loyalty. A company’s offerings do not fit well with a stranger’s wants and demands. Companies should not invest in building a relationship with this type of customer. Another type of customer in which a company should not invest is the “barnacle.” Barnacles are highly loyal but not very profitable because there is a limited fit between their needs and the company’s offerings. The company might be able to improve barnacles’ profitability by selling them more, raising their fees, or reducing service to them. However, if they cannot be made profitable, they should be “fired.” Like strangers, “butterflies” are not loyal. However, they are potentially profitable because there is a good fit between the company’s offerings and their needs. Like real butterflies, this type of customer will come and go without becoming a permanent, loyal consumer of a company’s products. Companies should use promotional blitzes to attract these customers, create satisfying and profitable transactions with them, and then cease investing in them until the next time around. The final type of customers is “true friends”; they are both profitable and loyal. There is a strong fit between their needs and the company’s offerings, so the company should make continuous relationship investments in an effort to go beyond satisfying and to delight these customers. A company should try to convert true friends into customer evangelists who tell others about their good experiences with the company.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
128) Explain how storing customer information in a database might better prepare carmaker Kia in customer relationship management.
Answer: Managing detailed information about customers may allow Kia to design new models based on customer demographics and desires for specific features. These “touch points” can be the key to long-term customer loyalty.
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Challenging
42
Copyright © 2018 Pearson Education, Ltd.
129) Alex works in the marketing department of an international company. How can Alex use modern technologies to conduct market research and better serve his company’s customers? Answer: Alex could use the company’s Web site and social media sites to monitor online discussions of the company’s products and services. He could track customer-generated review systems or online data services to learn more about the needs and wants of his customers. Alex could create a customer database for the company to target individual customers with tailored offers.
AACSB: Information technology
Skill: Application
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
130) How can a marketer increase its “share of customer”?
Answer: The marketer can offer greater variety to customers; in addition, the marketer can train employees to cross-sell and up-sell in order to market more products and services to existing customers.
AACSB: Reflective thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
131) Define customer relationship management and explain its associated tools and levels of relationships.
Answer: Customer relationship management is the process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. A company with mostly low-margin customers is likely to seek basic relationships, using brand building advertising, public relations, and so on. An organization with few customers and high margins, on the other hand, will work to create full partnerships with key customers. To create stronger bonds with customers, some companies offer frequency marketing programs that reward customers who buy frequently or in large amounts. Other companies sponsor club marketing programs that offer members special benefits and create member communities. AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
43
Copyright © 2018 Pearson Education, Ltd.
132) Explain why the aim of customer relationship management is to create not just customer satisfaction, but also customer delight.
Answer: Customer satisfaction cannot be taken for granted. Because brand loyalty is dependent upon strong customer satisfaction, companies strive to retain, satisfy, and even delight current customers. Outstanding marketing companies go out of their way to keep important customers satisfied. Most studies show that higher levels of customer satisfaction lead to greater customer loyalty, which in turn results in better company performance. Firms create customer delight by promising only what they can deliver and then delivering more than what they promised. They also create emotional relationships with key customers. Delighted customers make repeated purchases and become willing marketing partners and “customer evangelists” who tell other potential customers about their positive experiences with the product.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Moderate
133) Define customer equity and explain how a company can increase it. Answer: Customer equity is the sum of the lifetime values of all of the company’s current and potential customers. It’s a measure of the future value of the company’s customer base. Clearly, the more loyal the firm’s profitable customers, the higher its customer equity. Customer equity may be a better measure of a firm’s performance than current sales or market share. To increase customer equity, companies should work to delight their customers and establish full relationships with their most profitable customers.
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. Difficulty: Easy
134) Marketers use mobile channels for several purposes. Which of the following is LEAST likely to be one of those purposes?
A) Enrich the brand experience.
B) Send billing statement.
C) Stimulate immediate buying.
D) Make shopping easier.
E) Boost sampling.
Answer: B
AACSB: Information technology
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
44
Copyright © 2018 Pearson Education, Ltd.
135) Marketers set up company and brand Web sites that provide information and promote the company’s products. Social media is a significant part of today’s marketing strategy. Which of these tools is NOT part of the growth in digital technology?
A) blogs
B) e-mail
C) telemarketing calls
D) mobile apps
E) videos
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
136) Following the change in consumer values and consumption patterns after the Great Recession, marketers have changed their marketing strategies to emphasize the ________ of their products.
A) image
B) value
C) durability
D) safety
E) uniqueness
Answer: B
AACSB: Reflective thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
137) Which of the following actions should a marketer take in response to the new economy? A) Offer selected discounts.
B) Cut marketing budgets.
C) Hold the line on prices.
D) Cut costs.
E) Discontinue products.
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
45
Copyright © 2018 Pearson Education, Ltd.
138) Government agencies design ________ to encourage energy conservation and discourage smoking, excessive drinking, and drug use.
A) club marketing programs
B) social marketing campaigns
C) consumer-generated marketing campaigns
D) ambush marketing campaigns
E) frequency marketing programs
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
139) As part of the rapid globalization of today’s economy, companies are selling more domestically produced goods in international markets and ________.
A) taking a local view of their industry
B) purchasing more supplies abroad
C) reducing competition within their industry
D) downplaying concerns for social responsibility
E) competing solely in traditional marketplaces
Answer: B
AACSB: Diverse and multicultural work environments
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
140) Iceco Inc., an ice cream manufacturing company, encourages all stakeholders, including the top management and all employees, to consider individual and community welfare in their day-to-day decisions. This action undertaken by Iceco reflects ________. A) environmentalism
B) social responsibility
C) the selling concept
D) partner relationship management
E) marketing myopia
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Challenging
46
Copyright © 2018 Pearson Education, Ltd.
141) Marketing in the non-profit sector is applied in all but which of these ways? A) to enhance their images
B) to attract memberships
C) to publicize the organization’s supporters
D) to design social marketing campaigns for specific causes
E) to encourage donor support
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
142) A church targeting different demographic groups to increase attendance is an example of ________.
A) affinity marketing
B) not-for-profit marketing
C) societal marketing
D) evangelism marketing
E) affiliate marketing
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
143) Your state’s department of education has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the long-term benefits, both educationally and professionally, of reading every day. This is an example of a(n) ________ campaign.
A) ambush marketing
B) social marketing
C) inbound marketing
D) consumer-generated marketing
E) affiliate marketing
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
47
Copyright © 2018 Pearson Education, Ltd.
144) Many organizations use multiple social media, such as Facebook, Twitter, Instagram, and YouTube. What is the primary reason a company would use multiple social media? A) entice customers to one of the social media sites
B) present a carefully integrated message to fans and customers
C) improve its “hit” count
D) appeal to new customers
E) increase its prices because it is more well-known
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Challenging
145) Many company and brand Web sites also serve as online brand communities, where customers can congregate and exchange brand-related interests and information. Answer: TRUE
AACSB: Information technology
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
146) The Internet of Things is a new product created by multiple companies working together. Answer: FALSE
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
147) Organizations choose to use only a few of the available online and social media. Using multiple social media results in confused fans.
Answer: FALSE
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Challenging
148) Social media sites with small audiences, such as Birdpost.com, can be as effective in creating customer engagement as sites with large audiences, such as Pinterest. Answer: TRUE
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
48
Copyright © 2018 Pearson Education, Ltd.
149) Companies that do not target individual consumers do not benefit from using social media tools to appeal to their business customers.
Answer: FALSE
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
150) Explain how the growth of digital technology has transformed the way in which companies conduct business today.
Answer: At the most basic level, marketers set up company and brand Web sites that provide information and promote the company’s products. Many of these sites also serve as online brand communities, where customers can congregate and exchange brand-related interests and information. Beyond brand Web sites, most companies are also integrating social and mobile media into their marketing mixes.
AACSB: Information technology
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
151) How are local retailers affected by global competition?
Answer: A local retailer might have global suppliers and customers. The retailer’s goods may come from abroad, or components of those goods may be produced or assembled abroad. In addition, a local retailer may also sell goods over the Internet to international customers. AACSB: Diverse and multicultural work environments
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
49
Copyright © 2018 Pearson Education, Ltd.
152) Discuss the challenges and advantages of new communication technologies for marketers as they work to build relationships with their customers.
Answer: Through the Internet and related technologies, people can now interact in direct and surprisingly personal ways with large groups of others, from neighbors within a local community to people across the world. With communication technologies such as e-mail, blogs, Web sites, online communities, and online social networks, today’s marketers incorporate interactive approaches that help build targeted, two-way customer relationships. Marketers can create deeper consumer involvement and a sense of community surrounding a brand, making a brand a meaningful part of consumers’ conversations and lives. However, while new communication tools create relationship-building opportunities for marketers, they also create challenges. They give consumers a greater voice, and therefore greater power and control in the marketplace. In fact, the marketing world is beginning to embrace customer managed relationships. Today’s consumers have more information about brands than ever before, and they have a wealth of platforms for airing and sharing their brand views with other consumers. This benefits companies when views of its products are positive, but can be damaging when customers share stories of negative experiences with a company’s products. AACSB: Information technology
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
50
Copyright © 2018 Pearson Education, Ltd.

Related Post
Bài viết liên quan
BÍ QUYẾT CHINH PHỤC ĐIỂM A+ TCDN CÙNG TUTOR TUẤN PHONG

TÀI LIỆU LUYỆN TẬP TÀI CHÍNH DOANH NGHIỆP (TCDN) DÀNH CHO UEH-ERS MIỄN PHÍ

Testbank (mới) – ngân hàng đề cương các chương phiên bản 12e (chưa bao gồm đáp án):  Ngân hàng câu hỏi_Testbank TCDNFile đáp án các bài tập trong sách phiên bản 10e (siêu giá trị): Đáp án bài tập cuối chương TCDN (eng) phiên bản 10e.pdfNote tóm tắt lý thuyết quan trọng từ chương 1 -> chương 4 được soạn bởi UniTutorChapter 1: Introduction to Corporate FinanceChapter 2: Understanding Financial Statements and Cash FlowChapter 3: Financial Statements Analysis and Financial ModelsChapter 4: Discounted Cash Flow Valuation – Time Value of MoneySách TCDN phiên bản Tiếng Việt và Tiếng Anh: Bản Tiếng Anh: Corporate Finance (10th edition) by Stephen Ross, Randolph Westerfield.pdf

UniTutor

UniTutor

Hãy để lại bình luận tại đây

Email của bạn sẽ không được hiển thị công khai. Các trường bắt buộc được đánh dấu *