Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
Quanlynhanhieu_ch11

Quanlynhanhieu_ch11

Ratings: (0)|Views: 124 |Likes:
Published by api-3821732

More info:

Published by: api-3821732 on Oct 18, 2008
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

05/09/2014

pdf

text

original

Ch\u01b0\u01a1ng tr\u00ecnh Gi\u1ea3ng d\u1ea1y Kinh t\u1ebf Fulbright
Marketing\u0111\u1ecba ph\u01b0\u01a1ng
Qu\u1ea3n l\u00fd Marketing trong th\u1ebf k\u1ef7 21
H\u00e0 N\u1ed9i, th\u00e1ng 11/2004
Ch\u01b0\u01a1ng 11: Qu\u1ea3n l\u00fd nh\u00e3n hi\u1ec7u
Noel Capon & J. M. Hulbert
Bi\u00ean d\u1ecbch: Xinh Xinh
QU\u1ea2N L\u00dd NH\u00c3N HI\u1ec6U
M\u1ee4C TI\u00caU H\u1eccC T\u1eacP
Khi b\u1ea1n\u0111\u00e3 h\u1ecdc xong ch\u01b0\u01a1ng n\u00e0y, b\u1ea1n s\u1ebd hi\u1ec3u:
\u2022
b\u1ea3n ch\u1ea5t c\u1ee7a c\u00e1c nh\u00e3n hi\u1ec7u v\u00e0 ch\u1ee9c n\u0103ng c\u1ee7a ch\u00fang\u0111\u1ed1i v\u1edbi c\u1ea3 ng\u01b0\u1eddi mua l\u1eabn ng\u01b0\u1eddi b\u00e1n
\u2022
hai kh\u00e1i ni\u1ec7m kh\u00e1c nhau v\u1ec1 v\u1ed1n nh\u00e3n hi\u1ec7u (brand equity) \u2013 t\u1ed5 ch\u1ee9c v\u00e0 kh\u00e1ch h\u00e0ng \u2013 v\u00e0
nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p\u0111o l\u01b0\u1eddng ch\u00fang
\u2022
ki\u1ec3m\u0111\u1ecbnh s\u1ef1 l\u00e0nh m\u1ea1nh c\u1ee7a nh\u00e3n hi\u1ec7u
\u2022
nh\u1eefng kh\u00e1c bi\u1ec7t gi\u1eefa vi\u1ec7c g\u1eafn nh\u00e3n hi\u1ec7u \u00f4 d\u00f9 v\u00e0 vi\u1ec7c g\u1eafn nhi\u1ec1u nh\u00e3n hi\u1ec7u
\u2022
l\u00e0m sao\u0111 \u1ec3 h\u1ed3i sinh c\u00e1c nh\u00e3n hi\u1ec7u\u0111ang c\u1ed1 s\u1ed1ng c\u00f2n
\u2022
v\u1ed1n nh\u00e3n hi\u1ec7u\u0111\u1ed1i v\u1edbi t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c b\u1ea9y (leveraged) nh\u01b0 th\u1ebf n\u00e0o
\u2022
vai tr\u00f2 c\u1ee7a nh\u00e3n hi\u1ec7u trong li\u00ean minh chi\u1ebfn l\u01b0\u1ee3c
\u2022
c\u00e1c v\u1ea5n\u0111 \u1ec1 li\u00ean quan trong vi\u1ec7c g\u1eafn nh\u00e3n hi\u1ec7u to\u00e0n c\u1ea7u.
Ch\u01b0\u01a1ng tr\u00ecnh Gi\u1ea3ng d\u1ea1y Kinh t\u1ebf Fulbright
Marketing\u0111\u1ecba ph\u01b0\u01a1ng
Qu\u1ea3n l\u00fd Marketing trong th\u1ebf k\u1ef7 21
H\u00e0 N\u1ed9i, th\u00e1ng 11/2004
Ch\u01b0\u01a1ng 11: Qu\u1ea3n l\u00fd nh\u00e3n hi\u1ec7u
Noel Capon & J. M. Hulbert
Bi\u00ean d\u1ecbch: Xinh Xinh
2
D\u1eaaN NH\u1eacP

N\u1ebfu ph\u1ea3i ph\u00e2n chia doanh nghi\u1ec7p n\u00e0y, t\u00f4i s\u1ebd vui l\u00f2ng nh\u1eadn c\u00e1c nh\u00e3n hi\u1ec7u, c\u00e1c nh\u00e3n hi\u1ec7u th\u01b0\u01a1ng m\u1ea1i v\u00e0 l\u1ee3i th\u1ebf th\u01b0\u01a1ng m\u1ea1i, v\u00e0 b\u1ea1n c\u00f3 th\u1ec3 l\u1ea5y t\u1ea5t c\u1ea3 g\u1ea1ch v\u00e0 v\u1eefa (gi\u00e1 tr\u1ecb t\u1ea5t c\u1ea3 c\u00f4ng tr\u00ecnh x\u00e2y d\u1ef1ng) v\u00e0 t\u00f4i s\u1ebd l\u00e0m\u0103n ph\u00e1t\u0111\u1ea1t h\u01a1n b\u1ea1n.1- John Stuart, nguy\u00ean Ch\u1ee7 t\u1ecbch c\u1ee7a Quaker.

Trong nh\u1eefng n\u0103m g\u1ea7n\u0111\u00e2y, ng\u01b0\u1eddi ta c\u00f4ng nh\u1eadn vi\u1ec7c g\u1eafn nh\u00e3n hi\u1ec7u l\u00e0 m\u1ed9t trong nh\u1eefng l\u0129nh
v\u1ef1c ra quy\u1ebft\u0111\u1ecbnh quan tr\u1ecdng h\u01a1n c\u1ee7a doanh nghi\u1ec7p. Vi\u1ec7c\u0111\u1eb7t t\u00ean cho s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5
\u0111\u00e3 t\u1eebng \u0111\u01b0\u1ee3c xem l\u00e0 v\u1ea5n \u0111\u1ec1th\u1ee9y\u1ebfu. Th\u1ebfnh\u01b0ng ng\u00e0y nay nh\u1eefng xem x\u00e9t v\u1ec1v\u1ed1n nh\u00e3n hi\u1ec7u

(brand equity) l\u00e0 n\u1eb1m trong s\u1ed1 nh\u1eefng y\u1ebfu t\u1ed1 th\u00fac\u0111 \u1ea9y thay\u0111\u1ed5i quan tr\u1ecdng nh\u1ea5t trong th\u00f4ng l\u1ec7 marketing hi\u1ec7n th\u1eddi.\u0110\u1ed1i v\u1edbi nhi\u1ec1u c\u00f4ng ty tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi, gi\u00e1 tr\u1ecb c\u1ee7a c\u00e1c nh\u00e3n hi\u1ec7u l\u1edbn h\u01a1n h\u1eb3n gi\u00e1 tr\u1ecb t\u00e0i s\u1ea3n r\u00f2ng tr\u00ean b\u1ea3ng t\u1ed5ng k\u1ebft t\u00e0i s\u1ea3n c\u1ee7a c\u00f4ng ty. Nh\u1eadn th\u1ee9c n\u00e0y ho\u00e0n to\u00e0n ph\u00f9 h\u1ee3p v\u1edbi tri\u1ebft l\u00fd marketing h\u01b0\u1edbng ra b\u00ean ngo\u00e0i\u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n tr\u01b0\u1edbc\u0111\u00e2y, v\u00e0\u0111ang d\u1eabn\u0111\u1ebfn vi\u1ec7c xem x\u00e9t l\u1ea1i b\u1ea3n ch\u1ea5t c\u1ee7a t\u00e0i s\u1ea3n c\u00f3 c\u1ee7a doanh nghi\u1ec7p. Tuy nhi\u00ean, ch\u1ee7 \u0111\u1ec1 v\u1ed1n nh\u00e3n hi\u1ec7u th\u1eadt ph\u1ee9c t\u1ea1p, v\u00ec n\u00f3 \u00e1p d\u1ee5ng cho c\u00e1c t\u1ed5 ch\u1ee9c v\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a c\u00e1c t\u1ed5 ch\u1ee9c n\u00e0y theo nh\u1eefng c\u00e1ch kh\u00e1c nhau. Ch\u01b0\u01a1ng n\u00e0y t\u00ecm hi\u1ec3u v\u1ec1 s\u1ef1 ph\u00e2n bi\u1ec7t\u0111\u00f3, ti\u1ebfp theo l\u00e0 nghi\u00ean c\u1ee9u v\u00f4 s\u1ed1 c\u00e1c quy\u1ebft\u0111\u1ecbnh v\u1ec1 nh\u00e3n hi\u1ec7u m\u00e0 c\u00e1c doanh nghi\u1ec7p ph\u1ea3i\u0111\u01b0a ra. Ch\u01b0\u01a1ng 19 s\u1ebd th\u1ea3o lu\u1eadn c\u00e1c v\u1ea5n

\u0111\u1ec1v\u1ec1t\u1ed5ch\u1ee9c.
NH\u00c3N HI\u1ec6U (BRAND) L\u00c0 G\u00cc?

Nh\u00e3n hi\u1ec7u l\u00e0 m\u1ed9t ph\u1ea7n cu\u1ed9c s\u1ed1ng th\u01b0\u1eddng nh\u1eadt c\u1ee7a c\u1ea3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u1eabn c\u00e1c t\u1ed5 ch\u1ee9c. Nh\u00e3n hi\u1ec7u l\u00e0 t\u00ean hay v\u1eadt t\u01b0\u1ee3ng tr\u01b0ng\u0111\u1ec3 ph\u00e2n bi\u1ec7t nh\u01b0 l\u00e0 c\u00e1c bi\u1ec3u t\u01b0\u1ee3ng (logos), nh\u00e3n hi\u1ec7u th\u01b0\u01a1ng m\u1ea1i, thi\u1ebft k\u1ebf bao b\u00ec, v\u00e0 ng\u01b0\u1eddi ph\u00e1t ng\u00f4n. Ng\u01b0\u1eddi b\u00e1n ph\u00e1t tri\u1ec3n c\u00e1c nh\u00e3n hi\u1ec7u\u0111\u1ec3 nh\u1eadn d\u1ea1ng h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh,\u0111\u1ec3 ph\u00e2n bi\u1ec7t c\u00e1c h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5\u0111\u00f3 v\u1edbi h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a c\u00e1c\u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, v\u00e0 cung c\u1ea5p gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng sao cho ng\u01b0\u1eddi b\u00e1n chi\u1ebfm l\u0129nh\u0111 \u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng v\u00e0 thu nh\u1eadn\u0111\u01b0\u1ee3c l\u1ee3i \u00edch v\u1ec1 t\u00e0i ch\u00ednh.

B\u1ea5t ch\u1ea5p\u0111\u1ecbnh ngh\u0129a\u0111 \u01a1n gi\u1ea3n n\u00e0y, nh\u00e3n hi\u1ec7u c\u00f3 ph\u1ea1m vi \u00e1p d\u1ee5ng r\u1ed9ng.\u1ede c\u1ea5p\u0111\u1ed9 nh\u1ecf nh\u1ea5t, nh\u00e3n hi\u1ec7u (brand)\u0111\u1ec1 c\u1eadp\u0111\u1ebfn m\u1ed9t s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb, nh\u01b0 Boxster (Porsche) hay Corvette (Chevrolet). Nh\u00e3n hi\u1ec7u (brand) c\u0169ng \u00e1p d\u1ee5ng cho c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m g\u1ed3m m\u1ed9t nh\u00f3m s\u1ea3n ph\u1ea9m li\u00ean quan ch\u1eb7t ch\u1ebd v\u1edbi nhau c\u00f3 ch\u1ee9c n\u0103ng t\u01b0\u01a1ng t\u1ef1. Th\u00ed d\u1ee5, nh\u00e3n hi\u1ec7u Ragu (family) g\u1eafn v\u1edbi nhi\u1ec1u lo\u1ea1i n\u01b0\u1edbc x\u1ed1t bao g\u1ed3m c\u1ea3 Pizza, Chunky Garden Style, Robust Blend Hearty, Light, Old World Style, v\u00e0 Cheese. R\u1ed9ng h\u01a1n n\u1eefa, nh\u00e3n hi\u1ec7u (brand)\u0111\u1ec1 c\u1eadp\u0111\u1ebfn m\u1ed9t nh\u00f3m s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 v\u1ed1n c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n nhi\u1ec1u ch\u1ee9c n\u0103ng kh\u00e1c nhau. Th\u01b0\u1eddng trong nh\u1eefng tr\u01b0\u1eddng h\u1ee3p n\u00e0y, nh\u00e3n hi\u1ec7u\u0111\u00f3 l\u00e0 nh\u00e3n hi\u1ec7u c\u00f4ng ty (corporate brand), nh\u01b0 CityGroup, Marks and Spencer, IBM, Carrefour, GE, General Motors, hay Yamaha (H\u00ecnh 11.1)

C\u00f4ng ty
Citibank, Mercedes-
Benz Cocacola
Ragu family, Claritin family
Chevrolet
Mercedes S Class, Sprite, Geo, Dockers,
Corvette, Lumina
Ch\u01b0\u01a1ng tr\u00ecnh Gi\u1ea3ng d\u1ea1y Kinh t\u1ebf Fulbright
Marketing\u0111\u1ecba ph\u01b0\u01a1ng
Qu\u1ea3n l\u00fd Marketing trong th\u1ebf k\u1ef7 21
H\u00e0 N\u1ed9i, th\u00e1ng 11/2004
Ch\u01b0\u01a1ng 11: Qu\u1ea3n l\u00fd nh\u00e3n hi\u1ec7u
Noel Capon & J. M. Hulbert
Bi\u00ean d\u1ecbch: Xinh Xinh
3
D\u00f2ng s\u1ea3n ph\u1ea9m
S\u1ea3n ph\u1ea9m
H\u00ccNH 11.1
Vi\u1ec7c g\u1eafn nh\u00e3n hi\u1ec7u\u1edf nhi\u1ec1u c\u1ea5p\u0111\u1ed9.

S\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 ri\u00eang l\u1ebb th\u01b0\u1eddng\u0111\u01b0\u1ee3c nh\u1eadn d\u1ea1ng b\u1eb1ng nhi\u1ec1u nh\u00e3n hi\u1ec7u. Trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p, c\u00e1c t\u1ed5 ch\u1ee9c ri\u00eang l\u1ebb s\u1eed d\u1ee5ng nhi\u1ec1u nh\u00e3n hi\u1ec7u, nh\u01b0 Toyota, Corolla hay Citibank Direct Access,\u0111\u1ec3 b\u1ea3o\u0111\u1ea3m thu nh\u1eadn\u0111\u01b0\u1ee3c l\u1ee3i \u00edch t\u1eeb nh\u00e3n hi\u1ec7u th\u00e2n thu\u1ed9c (family brand), trong khi\u0111\u1ed3ng th\u1eddi gi\u00fap kh\u00e1ch h\u00e0ng nh\u1eadn ra s\u1ea3n ph\u1ea9m v\u00e0 t\u1ea1o l\u1eadp s\u1edf th\u00edch cho t\u1eebng s\u1ea3n ph\u1ea9m. Trong nh\u1eefng tr\u01b0\u1eddng h\u1ee3p kh\u00e1c, v\u00ec l\u1ee3i \u00edch chung, nhi\u1ec1u t\u1ed5 ch\u1ee9c s\u1eed d\u1ee5ng\u0111\u1ed3ng nh\u00e3n hi\u1ec7u cho s\u1ea3n ph\u1ea9m, nh\u01b0 Wells Farge, MasterCard; Coca-Cola, NutraSweet; Hewlett Packard, intel inside, v\u00e0 Pentium.\u0110\u00f4i khi t\u00ean nh\u00e3n hi\u1ec7u tr\u1edf n\u00ean\u0111\u1ed3ng ngh\u0129a v\u1edbi ch\u1ee7ng lo\u1ea1i s\u1ea3n ph\u1ea9m, nh\u01b0 Band-Aid, Kleenex, Aspirin, Xerox, v\u00e0 Vaseline.

M\u1eb7c d\u00f9 tr\u1ecdng t\u00e2m th\u01b0\u1eddng\u0111\u1eb7t v\u00e0o t\u00ean nh\u00e3n hi\u1ec7u nh\u01b0 l\u00e0 \u201cy\u1ebfu t\u1ed1 bi\u1ec3u hi\u1ec7n nh\u00e3n hi\u1ec7u\u201d, nh\u01b0ng nh\u1eefng y\u1ebfu t\u1ed1 nh\u1eadn d\u1ea1ng kh\u00e1c c\u0169ng quan tr\u1ecdng nh\u01b0 t\u00ean nh\u00e3n hi\u1ec7u ho\u1eb7c th\u1eadm ch\u00ed c\u00f2n quan tr\u1ecdng h\u01a1n.2 Th\u00ed d\u1ee5 nh\u01b0 m\u00e0u h\u1ed3ng\u0111i li\u1ec1n v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00e1c nhau nh\u01b0 Th\u1eddi b\u00e1o T\u00e0i ch\u00ednh\u0111\u1eb7t c\u01a1 s\u1edf\u1edf Lu\u00e2n\u0110\u00f4n, v\u00e0 s\u1ef1 c\u00e1ch nhi\u1ec7t b\u1eb1ng b\u00f4ng th\u1ee7y tinh t\u1eeb Dow Corning (Hoa K\u1ef3) v\u00e0 ACI (\u00dac). Nh\u1eefng y\u1ebfu t\u1ed1 nh\u1eadn d\u1ea1ng n\u1ed5i ti\u1ebfng kh\u00e1c l\u00e0 h\u00ecnh d\u1ea1ng c\u1ee7a c\u00e1c chai l\u1ecd \u0111\u1ed1i v\u1edbi Coca-Cola v\u00e0 Absolut Vodka3, Betty Croker, Wendy the \u201cSnapple Lady\u201d, the Cadillac duck, the Taco Bell Chihuahua, the Nike swoosh, the Gerber baby, the Pillsbury doughboy, the Merrill Lynch bull, v\u00e0 the King of Spades\u0111\u1ed1i v\u1edbi bao cao su tr\u00e1nh th\u1ee5 thai\u1edf Bangladesh4.

Ng\u00e0y nay, kh\u00f4ng c\u00f3 m\u1ed1i quan h\u1ec7 t\u1ea5t y\u1ebfu gi\u1eefa nh\u00e3n hi\u1ec7u\u0111\u01b0\u1ee3c m\u1ed9t t\u1ed5 ch\u1ee9c\u0111\u01b0a ra b\u00e1n h\u00e0ng v\u1edbi vi\u1ec7c s\u1ea3n xu\u1ea5t hay nh\u1eefng ho\u1ea1t\u0111\u1ed9ng c\u1ea7n thi\u1ebft\u0111 \u1ec3 giao c\u00e1c s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c nh\u1eadn d\u1ea1ng qua nh\u00e3n hi\u1ec7u\u0111\u00f3. H\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty ph\u00e2n ph\u1ed1i, nh\u01b0 c\u00e1c nh\u00e0 b\u00e1n l\u1ebb, kh\u00f4ng s\u1ea3n xu\u1ea5t ra c\u00e1c s\u1ea3n ph\u1ea9m mang nh\u00e3n ri\u00eang m\u00e0 h\u1ecd b\u00e1n, c\u00f2n\u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p ch\u1ebf t\u1ea1o, ph\u1ea1m vi c\u00e1c ho\u1ea1t\u0111\u1ed9ng m\u00e0 ch\u1ee7 s\u1edf h\u1eefu nh\u00e3n hi\u1ec7u c\u00f3 th\u1ec3 ti\u1ebfn h\u00e0nh l\u00e0 r\u1ea5t r\u1ed9ng (H\u00ecnh 11.2). Ch\u00fang bao g\u1ed3m:

\u2022
C\u00e1c c\u01a1 s\u1edf s\u1ea3n xu\u1ea5t h\u1ee3p nh\u1ea5t ho\u00e0n to\u00e0n nh\u01b0 nh\u00e0 m\u00e1y River Rouge c\u1ee7a Ford s\u1ea3n xu\u1ea5t
Model T.
\u2022
L\u1eafp r\u00e1p s\u1eed d\u1ee5ng nh\u1eefng linh ki\u1ec7n do c\u00e1c t\u1ed5 ch\u1ee9c kh\u00e1c s\u1ea3n xu\u1ea5t, nh\u01b0 m\u00e1y t\u00ednh c\u00e1 nh\u00e2n
v\u00e0 xe \u00f4 t\u00f4 hi\u1ec7n\u0111 \u1ea1i.
\u2022

H\u1ea7u nh\u01b0 kh\u00f4ng c\u00f3 tr\u00e1ch nhi\u1ec7m g\u00ec v\u1ec1 s\u1ea3n xu\u1ea5t ngo\u1ea1i tr\u1eeb\u1ea5n\u0111\u1ecbnh v\u00e0 theo d\u00f5i vi\u1ec7c tu\u00e2n th\u1ee7 c\u00e1c ti\u00eau chu\u1ea9n ki\u1ec3m tra ch\u1ea5t l\u01b0\u1ee3ng. C\u00e1c th\u00ed d\u1ee5 bao g\u1ed3m g\u00e0 Perdue, b\u1ed9 tr\u00f2 ch\u01a1i Nitendo, gi\u00e0y th\u1ec3 thao Nike, v\u00e0 nhi\u1ec1u s\u1ea3n ph\u1ea9m c\u1ee7a nh\u00e0 thi\u1ebft k\u1ebf nh\u01b0 Ralph Lauren v\u00e0 Tommy Hilfiger.

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->