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Lời phát biếu sau "Nếu tạo ra một mức kỳ vọng quá thấp cho khách hàng, doanh nghiệp có thể thỏa mãn một số người mua nào đó; nhưng lại không có khả năng thu hút đủ người mua. Nếu nâng mức kỳ vọng lên quá cao thì sẽ có nhiều người mua thất vọng", xuất phát từ nhóm khái niệm nào?

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