Dòng Nội dung
1
Một vài ý kiến về ngôn ngữ quảng cáo trên truyền hình Việt Nam = Some suggestions on the advertising language on Vietnam television / Dương Quốc Cường. // Ngôn ngữ và đời sống. 2015, Số 11 (241).
2015
tr.14-18

Advertisement on television has become an indispensable activity of life. Advertisement has contributed to changing the face of mass media and is an effective tool for altering customers’s attitude as well as motivating the production of cosuming goods. Language helps to associate product with sales, services and social activities; therefore; if advertisement wishes to win the advantega. More isvestment should be poured in the language of advertisement Pun is a stylistic device adopted in the language of advertisement on Vietnam national television (VTV) with the aim of enhancing its expressiveness and especially drawing the viewers’ attention. Based on the findings of research Pun – A stylistic device in the advertisement language on VTV1 and VTV3, the article makes some suggestions on orienting the development of the advertisement language on television in Viet Nam.
2
Services marketing : integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler.
New York : McGraw-Hill Education, 2018
xxviii, 514 p. ; 26 cm.
3
When Showrooming Increases Retailer Profit / Dmitri Kuksov, Chenxi Liao. // Journal of Marketing Research: August 2018, Vol. 55, No. 4
2018.
p. 459-473.

Showrooming, the phenomenon of consumers visiting a brick-and-mortar (B&M) store to learn about products but then buying online to obtain lower prices, is attracting increased attention both in business practice and in academic literature. It is considered a major threat to the B&M retailers, and determining “how to fight it” seems to be the only consideration. However, the manufacturer’s need for retail informational services has always been one of the essential reasons for retailers to exist and is a means for retailers to achieve profitability. The popular arguments about the threat of showrooming ignore the strategic role of the manufacturer in the distribution channel. This article analytically shows that when the manufacturer’s decisions are considered (i.e., when the manufacturer–retailer contract is endogenous), consumers’ ability to engage in showrooming may lead to increased, rather than decreased, profitability for B&M retailer(s). Thus, retail efforts to restrict showrooming behavior may be misguided. This result holds even if the manufacturer is restricted to wholesale-only contracts and is not allowed to price discriminate between channels.