Chuong5-Thi Truong Muc Tieu

Chng 5
CC CCH TIP CN TH TRNG
Annie _ sinhvienmarketing.com
MASS MARKETING Chin lc Marketing i Tr
Doanh nghip marketing cho mt thng hiu n mi ngi tiu dng => khng p ng nhu cu a dng ca ngi tiu dng
Company Marketing Mix
Market
PRODUCT VARIETY MARKETING Chin lc Marketing a Dng Ha Sn Phm
Doanh nghip marketing nhiu thng hiu khc nhau phc v nhu cu a dng ca ngi tiu dng V d: in thoi di ng
TARGET MARKETING Chin lc Marketing Mc Tiu
L mt cch tip cn marketing trong ngi bn chia khch hng thnh cc nhm c s khc bit (on th trng), la chn mt (s) on, ri pht trin sn phm v cc chng trnh marketing ring cho (cc) on chn Quan im ny tri ngc vi vic dn tri cc n lc marketing cho tt c khch hng
TNG QUT V CHIN LC S T - P

PHAN KHC TH TRNG LA CHON TH TRNG NH V SAN PHAM TREN TH TRNG 5. nh v san pham trong khuc th
1. Xac nh cac tieu chuan phan khuc th trng 2. Xac nh cac ac iem cua cac khuc th trng a xac nh
3. anh gia o hap dan cua cac khuc th trng 4. La chon khuc th trng muc tieu
trng muc tieu
6. Xay dng he thong Marketing Mix cho khuc th trng muc tieu
Chin lc marketing mc tiu
5.1 Phn khc th trng

nh ngha
L vic tin hnh phn chia th trng thnh nhng b phn th trng (khc th trng) da trn nhng im khc bit v nhu cu sn phm, c tnh hoc hnh vi tiu dng.
VD: phn chia theo la tui, gii thch, thu nhp, ngh nghip, ni c tr . . .
5.1 Phn khc th trng

nh ngha Khc th trng: L mt nhm KH trong th trng tng th c i hi (phn ng) nh nhau i vi cng tp hp cc kch thch marketing. Ngch th trng: phn chia mt phn khc thnh nhng phn khc nh hn hoc xc nh c nhm khch hng ang tm kim nhng li ch ring bit. VD: Cng ty TNHH Ramada phc v nhng hnh khch t tin, Ramada Inn gi trung bnh, khch sn c dch v, Ramada Plaza Gi kh cao, Ramada Hotel dch v 3 sao, Ramada Renaissance 4 sao
Ti sao phi phn khc th trng ?

Khch hng rt a dng v nhu cu c th v kh nng thanh ton Trong a s cc lnh vc kinh doanh, i th cnh tranh ngy cng nhiu Ngun lc ca doanh nghip hn ch tho mn khch hng tt hn i th, doanh nghip cn phi hiu rt r nhng nhu cu ring ca cc nhm khch hng khc nhau
Phn khc th trng
Mc ch ca phn khc
- Lm cho th trng t ch ko ng nht tr thnh nhng on th trng ng nht; - Thy r c cu ngi tiu dng theo nhng kha cnh khc nhau (gii tnh, tui tc, thu nhp...) - Gip cty c quyt nh ng n trong vic la chn th trng mc tiu - Cty c th pht hin nhng k h ca th trng, c nhu cu nhng cha c p ng. - Gip cty c th ti a ha li nhun/sp ch ko phi ti a ha doanh s bn.
5.2.2 Phng php phn khc khch hng
C 3 giai on chnh: Giai on kho st (Survey Stage) Giai on phn tch (Analysis Stage) Giai on xy dng c im (Profiling Stage)
Phn khc th trng
Giai on kho st (Survey Stage)

Nghin cu thm d Thit k bn cu hi thu thp d liu v Cc thuc tnh sn phm v tm quan trng ca chng Mc bit n nhn hiu v s nh gi nhn hiu Hnh mu s dng sn phm Thi i vi loi sn phm Cc bin s nhn khu, tm l v truyn thng ca ngi c hi
Giai on phn tch (Analysis Stage) Da trn kt qu kho st phn nhm nhng ngi c hi thnh nhng nhm c s khc bit ln nht Phn mm chuyn dng: SPSS Cng c thng k: Phn tch nhm (Cluster Analysis)
Giai on xy dng c im cc cm (Profiling Stage) Mi nhm (cluster) c rt nhiu c im v thi , hnh vi mua, nhn khu, tm l, truyn thng Ngi phn tch phi kt hp nhng c im trn trong vic m t cc nhm Sau , t tn cho cc cm tm c.
Cc tiu thc dng phn khc th trng
Cc tiu thc dng phn khc th trng ngi tiu dng Cc tiu thc dng phn khc th trng cc Doanh nghip
5.2.3 Cc tiu thc phn khc th trng ngi tiu dng
a l Nhn khu hc Hnh vi Tiu thc phn on th trng
B2C
Tm l x hi
Phn khc theo a l

Phn chia th trng thnh nhng n v khc nhau v v tr a l Vng: Th trng M, Nht, Min Bc, Min Trung Khu vc, tnh
Dn c
Vng a hnh, kh hu
Doanh nghip nu lc vn c th phc v nhiu vng khc nhau nhng cn ch trng n s khc bit ca khch hng mi vng min.
Cc tiu thc phn khc th trng
Phn khc theo yu t dn s - x hi hc

Dng cc bin v nhn khu phn chia th trng thnh nhng nhm khch hng
Tui tc (Age) Gii/Gii tnh (Gender/Sex) Giai on trong vng i gia nh (Stages in Family-Life Cycle) Th h (Generation) Quy m gia nh (Family Size) Thu nhp (Income) Ngh nghip (Occupation) Hc vn (Education) Dn tc (Race) Tn gio (Religion) Tng lp x hi (Social Class)
Phn khc theo c im tm l

C tnh
Phong cch sng

Thi ng c mua
Phn khc theo hnh vi tiu dng

Dp mua (Occasions) Li ch tm kim (Benefits) Trng thi s dng (User status) Mc s dng (Usage rate) Trng thi trung thnh (Loyalty status) Mc sn sng mua (Buyer-Readiness Stage)
Tr xanh O0
Gii tnh Nam N
Tr l sy kh
Tr ung lin
34%
62%
66%
38%
Tr ti lc (Lipton, Dilmah)
45%
55%
NHM TUI
< 10 Tr l sy kh Tr ung lin Tr ti lc (Lipton, Dilmah) 0% 4% 0% 11 - 14 15 - 19 20 - 29 30 - 39 40 - 49 4% 11% 3% 7% 19% 6% 17% 25% 32% 25% 11% 24% 24% 20% 26% > 50 23% 10% 9%
C hi tn cng vo phn khc c tui t 15 n 49, tp trung vo 15-29 v n Annie _ sinhvienmarketing.com
BI TP THO LUN NHM

Tin hnh phn khc th trng cho mt trong cc sn phm sau 1. Xe gn my 2. My vi tnh 3. Qun o may sn 4. Giy dp Ghi ch: mi th trng khc nhau c th chn cc tiu ch khc nhau. Cn l gii l do chn tiu ch phn khc.
5.2.4 Cc tiu thc dng phn khc th trng t chc
Khu vc a l Tiu thc phn on th trng
c im Ca cng ty
c im mua hng
B2B
Cch tip cn mua hng
Cc tiu ch Mua hng
5.2.5 Cc yu cu cho vic phn khc hiu qu Nhn dng c (Identifiability)
Phn bit (Differentiability)

quy m (Subtantiability)
Tip cn c (Accessibility)
n nh v kh thi (Stability & Actionability)
Phn khc th trng
nh ngha
Th trng mc tiu: l th trng m doanh nghip xc nh v tp trung mi n lc p ng Chn th trng mc tiu: nh gi v la chn mt hay nhiu phn khc th trng thch hp Nguyn tc: chn lc v tp trung
Chn th trng mc tiu
5.3.1 nh Gi Cc Phn Khc th trng

Qui m, v mc tng trng ca khc th trng
S lng khch hng c th c i vi mt loi SP, DV trong mt thi gian v mt a im nht nh vi mi trng marketing v chng trnh marketing nht nh
Tnh hp dn ca cc khc th trng

Cnh tranh Sn phm thay th Ngi mua Ngi cung ng . . .
Mc tiu v ngun lc ca doanh nghip
Chn th trng mc tiu
5.3.2 Chn th trng mc tiu
Chn th trng mc tiu
5.3.4 Cc chin lc marketing trn th trng mc tiu
Marketing khng phn bit Marketing phn bit Marketing tp trung
Marketing khng phn bit

y doanh nghip c gp p ng tt c cc nhm khch hng bng tt c loi sn phm m h c th tip cn VD: IBM Th trng my tnh, Coca-Cola th trng ung; ngn hng ACB
Marketing Mix M1 P1 M2 M3
P2
P3
Th trng
Chin lc marketing trn th trng mc tiu
Marketing phn bit

Doanh nghip tp trung nhiu phn khc cng mt lc & thit k, thc hin chng trnh Marketing cho tng phn khc mt.
Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Khc th trng 1 Khc th trng 2 Khc th trng 3
trng khng t vt
Cng cha trng hng
V d: Abbott
1. Phn khc 1: Tr em
S sinh 6 thng: Sa TPAN 6Th 1 tui: Sa GAIN ADVANCE 1T 3 Tui: GAIN IQ 3T 7 Tui: GROW 1T 10T suy dinh dng: PEDIASURE 6T 12T: grow school
2. Phn khc 2: Ph n
Sa FORMANCE
3. Phn khc 3: Ngi gi, ngi bnh

Ngi gi: sa ENSURE Ngi b bnh tiu ng: sa GLUCERNA
Marketing tp trung
Cng ty, thay v theo ui mt phn nh chim c trong mt th trng ln th nn theo ui chim ly mt phn ln ca mt hay vi tiu th trng
Khc th trng 1 Company Marketing Mix Khc th trng 2 Khc th trng 3
NICHE MARKETING Chin lc Th Trng Ngch

Doanh nghip tm kim mt khc th trng m i th cnh tranh (mnh) b qun, khc ny tuy nh nhng tc pht trin v kh nng sinh li cao. Thng ta chia mt phn khc thnh nhiu khc th trng con nhn dng th trng ngch
36
Chin lc marketing mc tiu
ONE TO ONE MARKETING Chin lc Marketing C Th Ha
Doanh nghip thc hin cc chng trnh Mar vo vic tha mn cho nhu cu tng c nhn khch hng
Cn c la chn chin lc
Tnh ng nht ca sn phm Chu k sng ca sn phm Kh nng ca cng ty Chin lc marketing ca i th cnh tranh
Chn th trng mc tiu
Khi nim
nh v l vic doanh nghip s dng nhng n lc marketing xy dng hnh nh sn phm v cng ty c mt v tr khc bit so vi sn phm v cng ty khc trong nhn thc ca khch hng
nh v sn phm trn th trng
Vai tr ca nh v i vi doanh nghip

Gip doanh nghip xc nh v to ra li th cnh tranh ln nht trn nhng th trng mc tiu Gip doanh nghip tp trung ngun lc c hn ca mnh to ra li th cnh tranh nh v va l mc tiu hng n v cng l nh hng chin lc cho vic thit k v thc hin cc chng trnh marketing - mix
Mc tiu ca nh v
Mc tiu ca nh v sn phm l to ra tng quan sn phm-gi c hp dn i vi th trng mc tiu v li nhun cho doanh nghip
Th phn
nh v
4Ps
Qui trnh nh v sn phm

Phn tch tnh hnh
Lp s nh v
La chn chin lc nh v N lc marketing mix thc hin chin lc nh v
5.3.1 Phn tch tnh hnh
Khch hng
Doanh nghip
i th
Phn tch mi trng bn ngoi nhm:

Xc nh cc thng hiu cnh tranh Xc nh tp thuc tnh cnh tranh Xy dng bn cnh tranh. Quyt nh chin lc nh v Xc nh cc c tnh thng hiu
5.3.2 Lp s nh v
Tin hnh nghin cu trn tp thng hiu cnh tranh: chn mt mu khch hng v tin hnh nghin cu bng cch ngh h nh gi cc thuc tnh theo thang im (Vd: t 1 n 10 vi 1 l rt thp v 10 l rt cao) Sau khi nh gi xong, ly trung bnh im nh gi ca mu khch hng. Kt qu c biu din tng t bng sau:
Bng im trung bnh 2 thuc tnh : cht lng v gi c
Thng hiu A B C D
Thuc tnh Cht lng Gi c 8 10 6 7 7 1 10 9
V d: Kt qu nh gi cc thng hiu ti vi mu
Thng hiu T1
Sony Panasonic 7.8 6.5
Thuc tnh T2
6.6 7.6
T3
7.8 6.4
T4
8.6 8.0
T5
8.5 8.2
T6
8.0 8.2
T7
8.1 7.3
T8
T1 0 8.8 8.5 7.4

7.3 8.0 6.8
T9
Samsung JVC LG Toshiba VTC TCL
8.7 5.4 8.0 4.7 4.0 3.2
7.3 5.5 7.1 5.0 4.8 2.6
9.3 7.1 9.1 4.1 6.3 2.2
6.6 7.7 5.2 8.0 4.6 3.5
7.0 7.6 6.6 7.4 4.5 2.9
6.1 7.8 6.2 7.2 3.8 2.8
5.5 7.3 4.6 7.3 4.7 4.1
8.1 7.1 6.3 8.3 7.3 8.0 7.4 6.7 4.7 6.7 7.3 7.9 4.6 4.3 5.7 3.9 2.7 3.8
Xy dng s nhn thc khch hng v phn tch v tr cc thng hiu S ny c xy dng theo nhiu cch thc khc nhau ty theo tng nhu cu c th. Cng ty c th xy dng s theo nhng thuc tnh quan trng i vi khch hng. S ny cho chng ta thy v tr tng i ca cc thng hiu theo cc trc (thuc tnh).
Quy trnh nh v sn phm
Cht lng cao E C B Gi thp F G D A Gi cao
Cht lng thp
nh v cc thng hiu x phng khc nhau

Gi m cao
Tone 7 4 5 Dove 2 Safeguard Zest Lever 2000
Lux
Khng hng thm
3
Hng thm
1 Lava
6
Dial Lifebuoy
Product Space i in cho nhng nhn thc khc Gi m thp nhau ca ngt v cc thng hiu x phng khc nhau
Xy dng bn nh v TV mu bng cng c SPSS
Bn nh v thng hiu Da trn 1 thuc tnh
Bt sng tt
Nokia
Samsung
Bt sng km
Bn nh v thng hiu Da trn 2 thuc tnh

Nh gn
Samsung Bt sng tt Nokia To ln Bt sng km
Bn nh v thng hiu Da trn a thuc tnh
Bn nh v thng hiu Da trn a thuc tnh

m thanh hay
Sony-Errison
Nhiu games
Samsung
Motorola
Bt sng tt
Nokia
Chp nh p
Nhiu tnh nng
BenQ
Axioo Zetta MMT 2632 vs. Apple Macbook AIR Kiu dng
5 4.5
4
3.5 3 2.5
Kh nng kt ni
2 1.5 1 0.5 0
Hiu nng
Gi
Thi lng pin
Axioo Zetta MMT 2632
Apple Macbook AIR
BN NH V THNG HIU LAPTOP
Kiu dng
5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
bn
Hiu nng
Kh nng kt ni Gi
Thi lng pin
Axioo Sony Vaio Apple Macbook Pro Acer Aspire Dell IBM Lenovo Toshiba
5.3.3 La chn chin lc nh v

KHC BIT HA L CHIN LC BAO TRM
Khc bit ha l g ? Ti sao ti phi khc bit ha ? Ti phi khc bit ha nh th no ?
Khc bit ha l g ?
L vic thit k im khc bit c ngha phn bit vi

i th. Ci khc bit ph hp vi h thng c nhn thc
Ti sao ti phi khc bit ho ?

Do qu nhiu thng tin n khch hng Do qui lut la chn trong nhn thc Ci c u tin lu li l ci khc bit
Cc gc c th khc bit ho
Hnh nh
Tn gi
Biu tng Khu hiu
Sn phm
c im mi
S ph hp bn
Dch v
Giao hng
Lp t Hun luyn
Nhn vin
Tho vic
Lch s Gi uy tn
Mu sc
Am nhc Ni tht
D s dng
D sa cha Thit k
T vn
Sa cha Bo hnh,
ng tin
An cn Chu o
T/chc s kin
Kiu dng
Bo tr
Giao tip
Cc chin lc nh v khc
A. Cc chin lc dn u
1. Dn u th phn 2. Dn u cht lng 3. Dn u dch v 4. Dn u cng ngh Doanh s ln Cht lng tt nht Chm sc KH tt nht Tin phong pht trin CN
5. Dn u v i mi
6. Dn u v gi
Sng to nht
Gi r nht
Ti sao ngi ta thch dn u ?
Ngi i trc lun chim u th Trong di hn, tnh trung bnh, thng hiu u tin i vo tm tr KH c th phn gp i thng hiu th 2
GM bn vt xa Ford McDonalds bn vt xa Burger King
Lm g duy tr s dn u
1. Nhng yu t tht i vo tm tr khch hng 2. Khng ch mi con ng vt ln ca i th
3. Bao trm bng nhiu thng hiu

VD: Kinh pht trin thm, kem v nc gii kht cng c nh v ng u th trng bnh ko ca mnh
B. nh v theo sau (th 2)

Ngi ta l s 1, ti cn 1 khong trng h c Cola / ti uncola h gi thp / Mercedes gi cao
nh v li i th Tribeco nh v Tr Xanh 100:

Chng minh : cht gip tng cng kh nng khng s khng c thu np vo c th nu khng c Vitamin C, Tung ra Tr Xanh 100 c b sung Vitamin C
4/5/2013
67 / 99
Mt s chin lc nh v tiu biu

1. nh v da trn thuc tnh ca sn phm 2. nh v da trn li ch m sn phm em li cho khch hng 3. nh v da vo i tng khch hng 4. nh v so snh
3.2.4.1 nh v da trn thuc tnh ca sn phm
Bt git Tide c nh v Trng sch

3.2.4.2 nh v da trn li ch m sn phm em li cho khch hng
Colgate nga su rng Annie _ sinhvienmarketing.com
3.2.4.3 nh v da vo i tng khch hng
3.2.4.4 nh v so snh
3.2.4 N mc marketing mix thc hin chin lc nh v
S dng kt hp cc phi thc ca marketing mix xy dng hnh nh nh v trong nhn thc ca khch hng mc tiu VD: Omo _ nh v trng sch
Slogan: chuyn gia git ty vt bn 2002: chng trnh omo o trng ngi sng tng lai 2005 _ nh v da trn s tri nghim v pht trin ca tr em
Ngy hi nhng chic ti ti nng Ngy hi triu tm lng vng Tt lm iu phc sung tc c nm KM: vn tri tim vng cho triu tm lng vng Tr hc iu hay ngi g vt bn
Ti nh v (repositioning)
Khi nim: Ti nh v l xc nh li tiu thc nh v,
xy dng li tuyn ngn nh v nhm nh hng li cng tc truyn thng xc lp hnh nh cho thng hiu
Khi no nn ti nh v
1. Hnh nh nhm chn, khng cn ph hp 2. Hnh nh m nht 3. Thay i i tng khch hng mc tiu, hoc thay i trong nhu cu v mong mun ca khch hng mc tiu 4. Thay i trong nh hng chin lc 5. Cn sc sng mi cho thng hiu 6. Thay i trong xc nh i th cnh tranh 7. Xy ra nhng s kin quan trng 8. Tm li nhng gi tr mt.
Ti phi lm g ti nh v ?
Quy trnh ti nh v nh th no?

Xc nh tnh trng hin ti ca thng hiu Hin ti thng hiu ang i din cho iu g? Pht trin nn tng cho nh v thng hiu Sng lc nh v thng hiu v qun l truyn thng
VIT BN NH V
1. Ti sao ti cn vit bn nh v Nhn vin d dng thu hiu Hi t ngun lc nh hng qung b
2. Khun mu bn nh v
Bn tuyn b nh v th hin r rng mong mun ca bn t c v tr no trong tm tr khch hng. l thng ip ct li m bn s chuyn ti trong mi phung tin truyn thng.
V d
Bn nh v ca Acme Movers
"Cng ty t ng tin cy nht trong thnh ph". Bn nh v ca c ph G7 L mt thong hiu VIT, t ho c ph th thit caVit Nam. Cht lng c ph m , 100% c ph Bun Ma Thut ni ting
nh v ngn hng: KienLong bank

i th cnhtranh: Sacombank, ng , ACB,NNo Bn tm tr khch hng tim nng theo 6 tiu ch
Tiu thc Nhiu chi nhnh DV y Cht lng DV tt Vn ln H tr c dn H tr a phng Th hng ca KienlongBank Cht bng Cht bng Cht bng Cht bng Th nht Th nht

Khch hng mc tiu: C dn Kin giang Li th: a phng nh v :
Ri ro thp: ti sao li gi tin ca bn SG V cng ng: Suy cho cng, chng ti v Kin giang Ai quan tm nht n Kin giang ?, Kin giang khng l g i vi 1 ngn hng ln c v s chi nhnh trn ton quc

Kt qu kho st 15 thng sau
Tiu thc Th hng ca KienlongBank
Ban u
Nhiu chi nhnh KG DV y Cht lng DV tt Vn ln H tr c dn H tr a phng Cht bng Cht bng Cht bng Cht bng Th nht Th nht
Sau
1 2 3 2 1 1
4/5/2013
84 / 99
Cu chuyn thng hiu
DOVE V P THC S
Dove - Bng tiu chun nh v

1) 2) 3) 4) 5) 6) Nhn & tnh cch nhn V tr cnh tranh i tng nhm n S tht ngm hiu Li ch ca nhn L do thuyt phc

1) Nhn & tnh cch nhn: X bng Dove: chn thc, thun khit & n tnh. 2) Sn phm cnh tranh: Sn phm v sinh c nhn cao cp nh Olay, Nivea. 3) i tng nhm n: Phn khc v tui, gii tnh, thu nhp, cng vi hnh vi, thi v nhu cu v mt l tnh, cm tnh Dove nhm n ph n 25 40, quan tm chm sc cho ln da ca mnh.

4) S tht ngm hiu: Insight v vic x bng thng cha xt lm kh da. 5) Li ch ca nhn Dove: khng cha xt nn khng lm kh da. 6) L do thuyt phc Dove: cha hm lng kem dng da , lun bit nh nhng chm sc cho ln da ph n.
Nhng sai lm cn trnh khi nh v sn phm nh v qu cao hoc qu thp nh v qu nhiu yu t nh v khng ph hp nh v ln ln
TM TT:
Phn khc th trng La chn th trng mc tiu nh v th trng
1. Xc nh cc tiu thc phn khc 2. M t phn khc
3. o lng tnh hp dn ca phn khc 4. La chn phn khc mc tiu
5. nh v cho cc th trng mc tiu 6. Pht trin marketing mix cho mi phn khc
Cc bc i trong marketing mc tiu

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Chng 5

CC CCH TIP CN TH TRNG

MASS MARKETING Chin lc Marketing i Tr

PRODUCT VARIETY MARKETING Chin lc Marketing a Dng Ha Sn Phm

TARGET MARKETING Chin lc Marketing Mc Tiu

TNG QUT V CHIN LC S T - P

trng muc tieu

Chin lc marketing mc tiu

5.1 Phn khc th trng

5.1 Phn khc th trng

Ti sao phi phn khc th trng ?

Phn khc th trng

5.2.2 Phng php phn khc khch hng

Phn khc th trng

Giai on kho st (Survey Stage)

Cc tiu thc dng phn khc th trng

5.2.3 Cc tiu thc phn khc th trng ngi tiu dng

a l Nhn khu hc Hnh vi Tiu thc phn on th trng

Phn khc theo a l

Cc tiu thc phn khc th trng

Phn khc theo yu t dn s - x hi hc

Cc tiu thc phn khc th trng

Phn khc theo c im tm l

Phong cch sng

Cc tiu thc phn khc th trng

Phn khc theo hnh vi tiu dng

Cc tiu thc phn khc th trng

C hi tn cng vo phn khc c tui t 15 n 49, tp trung vo 15-29 v n Annie _ sinhvienmarketing.com

BI TP THO LUN NHM

5.2.4 Cc tiu thc dng phn khc th trng t chc

Khu vc a l Tiu thc phn on th trng

Cc tiu ch Mua hng

5.2.5 Cc yu cu cho vic phn khc hiu qu Nhn dng c (Identifiability)

Phn bit (Differentiability)

Phn khc th trng

Chn th trng mc tiu

5.3.1 nh Gi Cc Phn Khc th trng

Tnh hp dn ca cc khc th trng

Mc tiu v ngun lc ca doanh nghip

Chn th trng mc tiu

5.3.2 Chn th trng mc tiu

Chn th trng mc tiu

5.3.4 Cc chin lc marketing trn th trng mc tiu

Marketing khng phn bit Marketing phn bit Marketing tp trung

Marketing khng phn bit

Chin lc marketing trn th trng mc tiu

Marketing phn bit

Chin lc marketing trn th trng mc tiu

Cng cha trng hng

3. Phn khc 3: Ngi gi, ngi bnh

Chin lc marketing trn th trng mc tiu

NICHE MARKETING Chin lc Th Trng Ngch

Chin lc marketing mc tiu

ONE TO ONE MARKETING Chin lc Marketing C Th Ha

Chn th trng mc tiu

nh v sn phm trn th trng

Vai tr ca nh v i vi doanh nghip

nh v sn phm trn th trng

Qui trnh nh v sn phm

La chn chin lc nh v N lc marketing mix thc hin chin lc nh v

nh v sn phm trn th trng

5.3.1 Phn tch tnh hnh

Phn tch mi trng bn ngoi nhm:

Bng im trung bnh 2 thuc tnh : cht lng v gi c