• General:

  -Euro: shorter workweek and longer vacation, not changing in the near future

  -2 reasons for this and open discussion

• A fact:

  -Actually, this is a recent trend

  -American introduced 2-week vacation first, 1930 introduce 40 hours in plan before most Euro companies.

  -In Euro, 1960-70: did not get a Saturday off

• First factor: European attitude

  -Euro has law around leisure time

  - Ex: 1990 French government reduce to 35 hours/week and every employee got 4 weeks pain leave every year, even 5 weeks in Germany and England

  - Travel in Euro in August, seeing everything will shut down because of vacation time

  -England - country without legislation works longer than rest of Euro but much less than American do, people in England expect 4-week vacation in the summer.

  -Comparing to American, majority get benefit about 2-week vacation, 24 million employees do not get paid vacation at all

• Second factor: American workplace (not include Canada)

  -Less job security and very competitive, many companies demand 50hours/week

  -because of not to lost job, employees want their boss will see them work hard.

  -Even get vacation, not take, so too much pressure at every income level

  -American tends to have more job security

• Conclusion:

  -Euro: made choice about their prosperity in time

  -US: work hard and harder

• EU: Shorter wks, more vaca time (4+ wks); no plans to change.

• US: Standard 2-wk vaca, 40-hr wk (orig. in 1930s); many priv sector jobs (22.5m) have no vaca.

Reasons for Diff

1. Historical Trends

   • US est. 2-wk vaca, 40-hr wk early (1930s), became norm before most of EU.

   • EU: Sat off only in 60s-70s; since then, EU passed US in leisure time (last 30 yrs).

2. Attitudes & Legis.

   • EU: Strong legis. for leisure. Ex: France capped wk at 45 hrs (1990), mandated 4 wks vaca; some (DE, IT) bargained for 5.

   • Aug shuts down as ppl take vaca, vaca seen as essential.

   • Britain: Wks longer than EU but < US; still has 4-wk vaca exp. in summer.

   • US: Fewer laws on leisure; wkplace is more competitive & less job sec. Employers often demand 50+ hrs/wk. Result: pressure not to take vaca, even if available, due to fear of job loss.

Overall

• EU prioritized prosperity in leisure; US in work hrs

1. Plan + timetable for week, 1 month or 6 months for exam.

   • Important exam: write up a timetable in long term and often revise and rethink it.

2. Environment:

   • Comfortable place, enough light, air (not too hot, not too cool), not distracting object (TV)

   • Listening to music if it suitable for you such as classical music

   • Working near TV should use headphones and play music to draw the noise of TV.

3. Internet:

   • forget about social media such as facebook or reply to message

4. Break plan:

   • regular breaks, 10 minutes break

   • if you study too long, it might be less effective

   • short break with green tea or sugarcoat

5. What you do when study:

   • some people read through book or textbook, highlight key point

   • Suggestion: write note because it produces material and useful for last minute revision

   • Some examples of student note:

     • 1st: important phrases at random (might be useful for comeback and use in the future)

     • 2nd: table with clear heading and box note

     • 3rd: summary

     • 4th: mind map -> main topic in circles, more line for further details. It shows a connection between different information.

     => recommending the 4th method, can make colorful or drawing for much more memorable.

6. Next is when you study

   Make sure you know:

   • how to understand the information

   • how to remember it

1. Plan, timetable

   • weekly timetable

   • longer one: 1 month, 6 months (important exams -> long-term)

     => draw, revise, rethink it

2. Environment: comfortable, enough light, not too hot/cold, no distracting noise (no TV)

   • listening to music (classical or without words) -> better concentration

   • use headphone

   • stay away from the internet (FB, messages)

3. Planning breaks

   • adjust break time to fit you to work effectively

   • be careful

   • should: green tea; should not: Chocolate

4. What you do when studying

   • others: read notes/textbooks -> underline/highlight in4

   • teacher's advice: write down the notes (your mind will process the in4), you can also produce materials for the last revision

5. Examples of student notes

   • (1) write important phrases randomly

   • (2) table (clear heading, boxes with notes)

   • (3) summary -> teacher like this

   • (4) mindmap (main topic in circle, sub-categories, further details) => great to show connection between in4

     => depend on yourself, colorful note is more memorable

     6. summarize 2 things when studying

        • understand in4

        • how to remember it

     
     

Agenda:

1. Why it developed

2. How it works

3. Future possibilities and concerns about this new type of research

Details

1. Why it developed

   
   

General:

• Yesterday: some types of business innovation such as product innovation, business organization, marketing innovation and other types

• Today: Product innovation, how businesses come up with ideas for new products: innovation in the 21st century + successful innovators qualities + 2 good examples

1. Innovation in the 21st century:

   • In the past: lots of new idea because it was surprise or mistake, just luck and not planed.

   • 21st century:

     • not enough to depend on luck

     • best companies make innovation large part of their business

     • spend lot money in innovation >< waiting for luck

2. One thing in common of innovative companies:

   • are not afraid risks, going to fail

   • constantly come up with new ideas

   • make their own luck, risks taker

3. Example about Apple:

   • A computer company in California

   • new idea about a digital music player- small and easy to use- iPod

   • Steve Jobs - CEO - asked his company to think outside the box about reasons to buy a fun machine for music

   • get music out of computer and internet, then listen everywhere

   • Everybody said it was impossible, and nobody done this b4

   • Apple worked and solved all problems

   • Today, iPod earns 1 billion dollars a year for Apple

4. Example about Starbucks

   • Think about product in a new way-> invent a new market -> higher profits

   • SB find way to get new customers and make them stay longer to spend more money ->thinking outside of box

   • They realize the stores could be more than a place where pp buy coffee, what pp do in their free time--> pp spend a lot of time on the Internet

   • Start providing Internet service in their shop

   • customers who use the Internet at SB stay in the store nine times longer than who just drink coffee --> spend more money

1. Why neuromarketing developed

   • Buying decisions often driven by unconscious, emotional factors rather than logic (price, quality, performance, taste).

   • Traditional methods (focus groups, surveys) are limited because people may not be aware of their real motivations.

   • Researchers wanted to find other ways to understand the target market better than it understands itself.

2. How neuromarketing works

   • MRI machines, designed for medical purposes, capture brain activity.

   • Researchers observe which brain areas are active when people see specific images or ads.

   • Activity in certain brain regions helps indicate emotional responses and thought processes.

3. A couple of examples

   • 2004 Study at Baylor College of Medicine – Coca-Cola vs. Pepsi:

     • Blind tastings: 50% preferred Coke, 50% Pepsi, using brain’s reward center.

     • With brand names: 75% preferred Coke, activating a different brain part related to personality/self-image.

     • Shows preference for Coke’s brand image, not just taste.

   • Ulm University Study in Germany:

     • Showed pictures of cars to men, activating the brain area for recognizing faces.

     • Suggests men may process car designs like human faces.

4. Future possibilities and concerns

   • Neuromarketing could predict consumer needs/desires better than focus groups or surveys.

   • Concerns: Potential misuse such as brain scans for political ads, might influence behavior unconsciously.

intro 1:

• topic: sw (software) innovation

• areas: music sw, game sw, business sw (e.g., banking sw, spreadsheet sw, stock trading sw)

• focus: examples of business sw innovation

intro 2:

• topic: product innovation in cars

• agenda:

  • basic developments in car innovation history

  • latest dev. in european car innovation (germany, italy)

• tone: interactive, aims for engagement ("sound ok? fun?")

intro 3:

• topic: food industry innovation

• key points:

  • how food cos. generate ideas + design new prod.

  • even non-food enthusiasts will gain insights on prod. innovation

• agenda:

  • top food cos. in the u.s.

  • innovative co.s focusing on packaging designs

chapter 3 lecture. 

main topic: product innovation in business

• types of innovation:

  • product innovation

  • organizational innovation

  • marketing innovation

  • other types

focus today: product innovation - how businesses develop new product ideas

key points:

1. 21st-century innovation

   • shift from luck to strategy:

     • past: innovations often accidental (surprise/mistake)

     • now: success in global markets requires strategic innovation

     • best companies: actively invest in innovation (no longer waiting on luck)

2. qualities of successful innovators

   • courage & risk-taking:

     • willing to try new ideas despite risk of failure

     • "make their own luck"

   • examples of courage:

     • apple:

       • created ipod as a portable digital music player

       • vision of steve jobs: combine ipod with computer/internet to make music accessible everywhere

       • despite initial doubts, solved tech & legal challenges → ipod generates over $1 billion/year

   • new market creation:

     • innovators think about products in unique ways, creating new markets and boosting profits

     • example: starbucks

       • goal: attract new customers & increase time spent in-store

       • idea: offer wireless internet in stores (and music downloads in some locations)

       • outcome: internet users stay 9x longer → likely to spend more money

conclusion:

• innovative thinking can transform businesses and open new revenue streams.

• next lecture: continuation on innovation

1. why neuromarketing developed

• traditional tools (focus groups, surveys) limited

• key insight: buying decisions often driven by unconscious emotions, not just logic

• goal: understand consumer behavior beyond their own awareness

2. how neuromarketing works:

• tools: uses medical tech (mri) to analyze brain activity

• process: mri scans show brain response to images/products/ads

  • purpose: identify which brain areas are active (e.g., positive/negative response)

  • example stimuli: celebrities, sports, ads

3. examples:

   3.1. baylor college of medicine (2004): cola taste test

   • blind test: 50% preferred coca, 50% preferred pepsi; brain focused on taste (reward center)

   • brand known: 75% preferred coca → brain linked to self-image (coca’s brand image drives preference)

   3.2. alm university, Germany:

   • study on men’s brain response to car images (back of brain → face recognition area)

   • insight: men may view car design similarly to faces, preferring designs they find "appealing"

4. future potential:

• advantages:

  • deeper understanding of consumer needs, preferences

  • possible predictions of consumer behavior

• concerns:

  • potential for manipulation (e.g., political ads)

  • unethical influence on consumer behavior

5. discussion: students will now work in small groups on study questions

1. Why do marketing experts want to learn about how people make buying decisions?

- Marketing experts want to understand the decision making processes of consumers so they can determine how to advertise products, design new products, or redesign existing ones to make them more appealing to consumers.

2. What is an "open-ended" question? Why do focus group discussion leaders ask this type of question?

- An open-ended question is one that not simple yes/no or limited choice questions. It allow the group's particiants to answer in their own words and in ways the discussion leader may not expect.

- Focus group discussion leaders ask open-ended questions to encourage free discussion, which can reveal deeper insights into the participants' thoughts and feelings about a product.

3. Why are the opinions given in a focus group sometimes not helpful to marketers?

- Opinions in focus groups can be unreliable because participants might not always be honest, might avoid disagreement to appear friendly, or might lie to avoid embarrassment. Additionally, people are often unaware of the unconscious factors that influence their buying behavior, leading to incomplete or rationalized explanations of their purchasing decisions.

1f, 2g, 3h, 4e, 5c, 6d, 7i, 8a, 9b

- to know the decision-making processes of consumers so they can know how to advertise products, design new products, redesign existing ones to make them more appealing to consumers.

2. What is an "open-ended" question? Why do focus group discussion leaders ask this type of question?

- An open-ended question is one that not simple yes/no or limited choice questions. It allow the group's particiants to answer in their own words and in ways the discussion leader may not expect.

- Focus group discussion leaders ask open-ended questions to encourage free discussion, which can reveal deeper insights into the participants' thoughts and feelings about a product.

3. Why are the opinions given in a focus group sometimes not helpful to marketers?

- Opinions in focus groups can be unreliable because participants might not always be honest, might avoid disagreement to appear friendly, or might lie to avoid embarrassment. Additionally, people are often unaware of the unconscious factors that influence their buying behavior, leading to incomplete or rationalized explanations of their purchasing decisions.

1f, 2g, 3h, 4e, 5c, 6d, 7i, 8a, 9b

• Innovation in 21^st century: 

Past: Inno was something not planned, luckily. 

21^st century: develop new products + compete successfully in the global market.                                                                    

• Qualities of successful innovative shares

1. Courage: 

• Companies:

-  aren’t afraid to take risk

-  constantly trying new ideas >< know many ideas may fail

-  make their own luck

-  are risk takers (người chấp nhận rủi ro)

• Eg: Apple computers

• computer com in California

• few years ago: came up new idea, make a totally new product, a digital player small and easy to use

• Steve Jobs: =  CEO 

• not enough to create a fun little machine for music

• reason to buy

• asked his com think outside the box   

- Apple worked +solved all tech+legal problem

- Today: Ipod earns $1bil a year for Apple

=> Courage to take risk + try st completely new

2. Think about their products in a new way

• Invent a new market to make higher profits. 

• Eg: Starbucks

• Coffee chain: 10,000 stores world

• Today: Starbuck in Taiwan

• Few years ago: Looking for a way to get new customers and wanted to make customers stay longer

•  spend more money

• Think outside of the box:

• spend time with the Internet

• Ppl might like to do outside of house, where they meet new ppl

• Started to provide wireless internet service in coffee shops

• How a totally new idea can change a biz: S thought of a product in a new/ strange way >< no one ever thought abt

1. Timetable & Planning (1 week - 6 months):

- Set up a study plan with a weekly/monthly timeline.

- Review regularly; if progress isn’t as planned, reconsider approach.

2. Study Environment:

- Ensure comfort, good lighting, fresh air, and moderate temperature.

- Minimize distractions: no noise (TV, music, etc.).

- Try studying without music; if needed, use noise-canceling headphones.

- If music helps, choose instrumental tracks to avoid lyrical distractions.

3. Plan Study Sessions & Breaks:

- Divide study time into chunks (e.g., 30 minutes of study, 10-minute break).

- Choose break activities (e.g., green tea or a snack bar) for refreshment—avoid high-sugar options like chocolate.

- Adjust break length as needed; keep them short to maintain focus.

- Avoid internet distractions during study sessions.

4. Study Techniques:

- Reading & Highlighting: Read through materials; underline with pencil or highlight key points.

- Note-Taking: Process information by taking notes to aid comprehension and create resources for last-minute review.

- Example note styles:

1. Highlighting important phrases at random (not ideal for everyone).

2. Organized tables with clear headings, categories, and subcategories for clarity.

- Mind Mapping: Use colors and drawings to enhance memory and make information visually engaging and more memorable.

5. Information Processing & Memory Retention:

- Mind maps and creative note-taking help with understanding and retaining information, making it easier to recall during exams.

History & Context:

- An Am. company intro’d 2-wk vaca + 40-hr work wk.

- 1960s: Euro wk culture shifted; Sat. became a day off due to Euro attitudes on work-life bal.

- Work Regs:

- 1919: 32-hr wk intro’d in some places.

- Germ. & Italy offer 5-wk vaca.

- UK: Wks longer hrs than other Euro nations but still less than US. Offers 2-wk vaca.

- US Context:

- Majority of US wkrs have std 2-wk vaca.

- Approx. 22,500 private-sector employees have no vaca at all.

- Low job sec. means cos. often demand long hrs (e.g., 50-hr wks for top positions).

- Fear of job loss leads wkrs to endure intense pressure & work more.

This high-pressure environment drives wkrs to push their limits.

1. Why it developed?

2. How it works? + Eg

3. Future posibilities + Concerns

General: shorter work week, better, longer vacation -> not change in near future

2 reasons:

bcuz of recent trend:

US introduced 2wks vacation & 40hrs work week first (1990), Europe: didn’t get saturday off till 1960 or 1970

Attitudes: EU has law around leisure time

eg: France reduce work week to 35hrs, 4 weeks paidly every year for worker, in Germany or Italy bargain served 5wks -> very important for workers

UK: work without legislation

compare to US: 2wks vacation, 24m employees dont get paid vacation

US workplace (exclude canada) : less job security, competitive, demand 50hrs work, not have vacation -> pressure

Conclusion:

Europe: more choice ab their prosperity in time

US: work harder and harder

• Tips:

 Have plan/timetable (for 1 month or 6 months), important exam: revise plan often, timetable

Environment: 

1.  comfortable, no noise, try listening to music. If work near tv: use headphones and try to find suitable music (could be classical) -> drown out sound from tv

2. stay away from social media

Planning: adjust break time (10mins break), during break: green tea, no sugar, chocolate

When studying: highlight important things, write note ->useful

Note taking:    - write at random

-write with clear heading and box

-summarize

-use mindmap (-> more memorable)

1. Marketing experts want to learn about how people make buying decisions to better understand consumer behavior. This knowledge can help them develop effective marketing strategies, product designs, and advertising campaigns that resonate with their target audience.

2. An "open-ended" question is a question that does not have a simple yes/no or limited-choice answer. It encourages participants to provide detailed and thoughtful responses in their own words. Focus group discussion leaders ask this type of question to gain deeper insights into the participants' thoughts, feelings, and motivations.

3. - Participants may not always tell the truth to avoid appearing different or unpopular. They may conform to the group's opinions or give socially acceptable answers.

   - People may not be fully aware of the underlying motivations behind their buying decisions. They may provide rational explanations for their choices, while unconscious factors may play a significant role.

4

1 f

2 g

3 h

4 e

5 c

6 d

7 i

8 a

9 b

1. Why do marketing experts want to learn about how people make buying decisions?

- to know the decision-making processes of consumers so they can know how to advertise products, design new products, redesign existing ones to make them more appealing to consumers.

2. What is an "open-ended" question? Why do focus group discussion leaders ask this type of question?

- An open-ended question is one that not simple yes/no or limited choice questions. It allow the group's particiants to answer in their own words and in ways the discussion leader may not expect.

- Focus group discussion leaders ask open-ended questions to encourage free discussion, which can reveal deeper insights into the participants' thoughts and feelings about a product.

3. Why are the opinions given in a focus group sometimes not helpful to marketers?

- Opinions in focus groups can be unreliable because participants might not always be honest, might avoid disagreement to appear friendly, or might lie to avoid embarrassment. Additionally, people are often unaware of the unconscious factors that influence their buying behavior, leading to incomplete or rationalized explanations of their purchasing decisions.

1f, 2g, 3h, 4e, 5c, 6d, 7i, 8a, 9b

2. An open-ended question is one that not simple yes/no or limited choice questions. It allow the group's particiants to answer in their own words and in ways the discussion leaders may not expect

Focus group discussion leaders ask open-ended questions to encourage free discussion, which can reveal deeper insights into the participants' thoughts and feelings about a product.

3. Opinions in focus groups can be unreliable because participants might not always be honest, might avoid disagreement to appear friendly, or might lie to avoid embarrassment. Additionally, people are often unaware of the unconscious factors that influence their buying behavior, leading to incomplete or rationalized explanations of their purchasing decisions.

1f, 2g, 3h, 4e, 5c, 6d, 7i, 8a, 9b

4 1 f 2 g 3 h 4 e 5 c 6 d 7 i 8 a 9 b

1. Marketing experts want to learn about how people make buying decisions to better understand consumer behavior. This knowledge can help them develop effective marketing strategies, product designs, and advertising campaigns that resonate with their target audience.

2. An "open-ended" question is a question that does not have a simple yes/no or limited-choice answer. It encourages participants to provide detailed and thoughtful responses in their own words. Focus group discussion leaders ask this type of question to gain deeper insights into the participants' thoughts, feelings, and motivations.

3. - Participants may not always tell the truth to avoid appearing different or unpopular. They may conform to the group's opinions or give socially acceptable answers.

   - People may not be fully aware of the underlying motivations behind their buying decisions. They may provide rational explanations for their choices, while unconscious factors may play a significant role.

4

1 f

2 g

3 h

4 e

5 c

6 d

7 i

8 a

9 b

1 f

2 g

3 h

4 e

5 c

6 d

7 i

8 a

9 b