NHNG CU HI THNG THNG TRONG NGHIN CU TH TRNG XUT KHU

***** I. Cu hi tng hp: Mc tiu ca chin lc marketing ca ta l g? Cng ty nhm vo i tng tiu dng no? B2B hay B2C, c im tm l v thnh phn dn c no? Phc hp marketing (4Ps) no l thch hp i vi th trng ? Tng hp ba yu t Sn phm - Th trng Doanh nghip nh th no th s tn dng c c hi v gim thiu c ri ro v i ph hiu qu vi i th cnh tranh trn th trng nc ngoi? Cu hi nh gi v la chn th trng: C hi cho sn phm v dch v th trng mi l g? Tim nng tiu th, sc mua, lng cu? Khai thc th trng c hay m ra th trng mi? to nhu cu mi? Yu t mi trng kinh doanh: Vn ho x hi, chnh tr , php l, c s h tng, xu hng th trng? Nhu cu th trng, c im dn s hc (Demographics), tm l (Psychographics) ca khch hng. Li sng, ngi quyt nh mua, ai c tc ng n quyt nh mua hng, ni h thch n mua hng. Cch tiu th, thii quen, ng c tiu dng ca khch hng. Tnh hnh cnh tranh (trc tip v gin tip). i th cnh tranh l ai? So snh li th v ch yu ca ta v i th cnh tranh v: o Cht lng o Mu m o Bo hnh / dch v sau bn hng o Thng hiu o Bao b o Phng thc phn phi o Lc lng, mng li bn hng o Qung co o Gi c o Cng ngh o Vn

II.

o Th phn o Chin lc tip th, mc tiu (th phn, li nhun hay tiu dit i phng) Chnh sch ngoi thng ca nc s tgi c thun li, kh khn g? Cc bin php khuyn khch v ro cn TM (k thut v thu), phn bit i x, thnh vin cu cc khi kinh t. Cc yu cu c th i vi sn phm hng nhp: Giy php, kim dch, khai bo hi quan, chng t, marking, yu cu mi trng, quy ch chng bn ph gi, chng tr gi, tiu chun v an ton, v sinh, trch nhim sn phm . Phng tin truyn thng, chi ph qung co qua TV, n phm? Phng tin kho cng, giao thng? H thng phn phi, cc nh phn phi v bn bun bn l chnh? Kh nng t m ng hot ng marketing ca h ra sao? Cc dch v ngn hng, bo him, dch v thng mi khc, xp hng cng ty Credit Rating. Cc dch v t vn Marketing, iu tra th trng, t vn php l. H thng hip hi ngnh hng, phng thng mi, cng nghip. Mng li thng tin, c s d liu thng mi. Dch v trng ti. Cu hi xc nh v la chn Phc hp marketing (Marketing Mix) Chn mt hng no? Mu m, mu sc, bao b, thng hiu, iu kin bo hnh. Hng p ng nhu cu c th g? Gi tr khch hng k vng hng ho. C cn iu chnh, ci tin sn phm cho ph hp khng? Hay xy dng sn phm, mu m hng mi? T mnh sn xut hay thu mua? Sc cnh tranh cu sn phm? Sn phm giai on no ca vng i trong v ngoi nc? Cn dch v g trc v sau bn? Cc dchv ny ta c sn cha hay phi thu? Nn c thng hiu ring hay tn chung? Gi tr thng hiu c bao nhiu? qun tr thng hiu th no? Chi ph qun tr thng hiu, bo v thng hiu nc ngoi ra sao? Hch ton chi ph v li ch khi c thng hiu. Gi tr chnh, tnh trit l ca sn phm th trng nc ngoi? Trch nhim x hi cu sn phm? Sn phm c gip nng cao uy tn v hnh nh ca cng ty hay khng?

III. -

a) Sn phm

b) Gi Mc gi c ph hp cha? tnh chi ph cha? Gi c tng xng vi cht lng hng khng? C tnh cnh tranh khng? Mc tiu nh ga mang mc ch thm d hay thm nhp hay chim th phn? C gim ga (thng mi, thanh ton nhanh, mua s lng ln), b chi ph qung co, tip th cho i l khng? Gi c khc tu i tng tiu th khng? Gi th no nu c bin ng v chi ph? Mc cu c co dn hay khng (tng i so vi gi)? C b vi phm quy nh bn ph gi khng? Mc di hn de minimus? Chn knh tiu th no? Mua t bn on hay theo doanh s? S dng ngi i l, bn bun, bn l no? Nng lc ca h ra sao, doanh s th no? C cn n cng ty qun l xut khu ( EMC) khng ? Chi ph vn chuyn, ph i l, hoa hng, mc thng, cc bin php khuyn khch? Phng php nh gi mc tch cc hp l ca ngi i l, mc doanh thu chp nhn c? Chun thng thng trong ngnh ra sao? Cc i th cnh tranh s dng knh g? Ti sao? bin php i ph?

c) Knh phn phi

d) Xc tin bn hng 1) Gin tip: (Non-personal) Chin lc qung b sn phm? qung co trc tip hay tham d hi ch? Nhu cu v truyn thng th trng nc ngoi? Mc tiu ca chin lc truyn thng v xc tin cu cng ty? Ngn sch dnh cho cc hot ng ny th trng XK? S dng phng tin no? Hiu qu ra sao? nh gi th no? C nn s dng dch v qung co chuyn nghip hay khng hay ch da vo nng lc sn c ti cng ty? Cc chng trnh qung co ang thc hin hiu qu n u? cn iu chnh g? Lut php lin quan n qung co? Cc vn v o c kinh doanh? C cn tip th trc tip khng? Khch hng cn h tr g?

2) Trc tip: (Personal)

Tip th theo hnh thc g? Qun l i ng tip th ra sao? nh mc, khen thng? i th cnh tranh s dng hnh thc g? Hiu qa ra sao ? Tiu ch, phng php phn tch v nh gi hot ng khuyn mi?