Copyright Envision SBS. 2004. All rights reserved.

Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Phng tin

Thng 1

Thng 2

Thng 3

Thng 4

Thng 5

Thng 6

Thng 7

Thng 8

Thng 9

Thng 10

Thng 11

Thng 12

In n

Truyn thanh

Truyn hnh

Ngoi tri Trc tuyn

S kin Quan h cng chng/ qung b

BNG 4. K hoch s dng phng tin truyn thng Qung co loi A : Din gii Tun hon HOC s lng in HOC s ln lm HOC s ln lp t HOC thi gian pht song + lng thnh gi HOC s s kin. Qung co loi B: Din gii Tun hon HOC s lng in HOC s ln lm HOC s ln lp t HOC thi gian pht song + lng thnh gi HOC s s kin Qung co loi C: Din gii Tun hon HOC s lng in HOC s ln lm HOC s ln lp t HOC thi gian pht sng + lng thnh gi HOC s s kin Qung co loi D: Din gii Tun hon HOC s lng in HOC s ln lm HOC s ln lp t HOC thi gian pht sng + lng thnh gi HOC s s kin.

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

4.2 Cc chng trnh dnh cho khch hng thn thuc M t cc chng trnh dnh cho khch hng thn thuc Chng trnh dnh cho khch hng thn thuc gm c cc loi chnh sau: Chng trnh tng thng: tng cc phn thng cho khch hng mua nhiu ln bng cc hnh thc tng im hay phiu nhn qu, c th hon i thnh cc sn phm khc. Chng trnh cm t: tng cho cc khch hng thn thuc cc sn phm/ hay dch v km theo hoc cc loi tn vinh khc. Chng trnh i tc: cng tc vi cng ty khc tng cho khch hng thn thuc cch i x c bit v sn phm ca cng ty . Chng trnh gim gi: Tng sn phm vi gi c gim hay min ph mt khi khch hng mua hng t n mt s tin no . Chng trnh thu ht: Tin t ho s quan tm ca khch hng qua vic h tr cc hot ng ti a phng, s kin, hay cc t chc t thin tnh trn mi ln mua ca khch hng.

4.3 Dch v v H tr khch hng Nhn bit cc yu t ch yu v dch v v h tr khch hng c lin quan n chin lc tip th. Ch ra tt c yu t trong dch v khch hng: Gi gic phc v khch hng Mc v phng thc ca dch v/ h tr khch hng c a ra (in thoi Cc mc thc hin s c duy tr Tin ch ca cc dch v/ng dng k thut (th d: t l phn trm thi gian ngh my ca my ch phc v. Thi gian tr li nhng thc mc ca khch hng. Thi gian yu cu gii quyt vn .

4.4 Nghin cu th trng Nhn bit cc thng tin khch hng cn thit cho vic thc hin thnh cng chng trnh tip th. Din gii cc thng tin nghin cu th trng c thu thp, tn tr v cp nht nh th no.

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

4.5 Bn hng trc tip

Nhn

bit cc yu t trong chin lc bn hng trc tip nu thch hp

Nhn bit lc lng bn hng cn c o S ngi bn hng theo yu cu o Tiu chun ngi bn hng theo yu cu o Loi hng trnh by cn dng

4.6 Lng tin v s tn nhim Nhn bit lm th no c c lng tin v s tn nhim o o o o o Qung co Giy chng nhn S bo hnh Du xc nhn / s tin c ca chuyn gia Th nghim / hng mu / chng minh

4.7 Xc tin thng mi M t cc yu t trong xc tin thng mi vi cc nh phn phi v/hoc cc i tc.

5. K HOCH THC HIN 5.1 Thit k v trin khai sn phm 5.1.1 Cc yu cu k thut Cung cp danh sch cc thay I hoc b sung i vi sn phm k c bao b (theo nh yu cu ca chin lc tip th) Lp k hoch cho cc bc ni b c yu cu thc hin cc thay i (cc cuc hp pht huy sng kin, bin tp cc xut, chi ph v vic phn tch tnh kh thi, vic chn la phng thc, s nht tr gia nhng ngi ra quyt nh, xem xt li quyt nh cui cng, vv) Chi tit cc thay i c yu cu i vi phng thc sn xut. Ch ra cc yu cu khi s nhng i thay ny. K c k hoch kim tra, xem xt li tin trin v nh gi cui cng v sn phm.

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

5.1.1.1 Cc yu cu I vi ngun bn ngoi B nhim nhn vin ph trch vic thit lp cc yu cu i vi nh cung cp, a ra cc xut, so snh cc ngh cho hng, la chn nh cung cp v thng tho. Thit lp k hoch mua hng cho cc nh cung cp v so snh cc ngh. Thit lp k hoch gI cc xut yu cu n cc nh cung cp dch v, ngi bn hng, ngi cung ng hoc i tc v thi hn cui cng cho vic chn nh cung cp.

5.1.2 Cc yu cu tip th Cung cp bn k khai chi tit ca ngi chu trch nhim vit bo co m t sn phm mi v cc ti liu b sung.

5.1.3 Cc yu cu v gi c Trnh by chi tit cu trc gi mi o o o o Chi ph Gi s Tng gi Gi bn l ngh

Lit k cc ti liu kinh doanh s cn phi cp nht v ch nh cng vic cho nhn vin chu trch nhim. Lit k cc d liu v h s k thut s cn cp nht v ch nh nhn vin chu trch nhim.

5.1.4 Cc yu cu v ngun lc Lit k dng c, thit b, c s vt cht hay cc yu t khc c yu cu thc hin cc thay i ca sn phm. Ch nh nhn vin ph trch vic xc nh cc hng mc yu cu c bit v thc hin vic mua hng.

5.2 Marketing v bn hng 5.2.1 nh v, thng hiu & T liu v cng ty Ch nh trng phng th trng ph trch chin lc v thng hiu v v th ca cng ty. Ch nh gim c sng to ph trch vic hng dn tc phong cng ty v ng li ch o sng to (trong vic s dng thng hiu, biu trng, khu hiu, b mt cng ty, mu sc, vv) Cc kho hun luyn ton cng ty phi c t chc truyn t cc chin lc v thng hiu v v th ca cng ty. Cc hng dn ngn gn v sng to di y phi c in vo:

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

THNG HIU: [TN]

Ngy: [Thng, Nm]

GI TR THNG HIU HIN TI Cc yu t cm tnh Cc yu t l tr

GI TR THNG HIU MONG MUN Cc yu t cm tnh Cc yu t l tr

TT C PHNG THC I THOI Nn lm Khng nn lm

Ngy: [Thng, Nm] SN PHM hoc THNG HIU: [TN] S THEO DI CH YU Yu t th trng quan trng nht s nh hng chochin lc qung co. THU HIU KHCH HNG im nhy cm hoc bc xc ca khch hng m vic qung co nn bt u t . I TNG I THAI Mc tiu chnh ca vic qung co.

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

TRIN VNG Thng hiu tng trng cho ci g v lm th no n c c ch ng trong suy ngh ca khch hng.

I TNG Ai l i tng mc tiu ? Khch hng cm nhn th no v thng hiu ?

H TR iu g dn n trin vng ca thng hiu?

C th c thc hin cho tng chin dch qung co hay cho ton b chin lc tip th. 1. Phn cng trch nhim v vic ng k thng hiu. 2. Phn cng trch nhim v vic to ra cc ti liu cng ty v cc thng tin mang biu trng v th v thng hiu ca cng ty. 5.2.2 Qung co Phn cng trch nhim ph trch v nghin cu, lp k hoch, sng to, xem xt, ph duyt, v th nghim vic qung co v t hng cc phng tin truyn thng. Trnh by chi tit cc yu t c lm trong nhm v ngun bn ngoi ( th d nh thit k qung co, in n, th t, vv) Ch nh nhn vin ph trch vic thit lp cc yu cu i vi nh cung cp, a ra cc xut, so snh cc ngh cho hng, la chn nh cung cp v thng tho. Thit lp k hoch mua hng cho cc nh cung cp v so snh cc ngh. Thit lp k hoch gi cc xut yu cu n cc nh cung cp dch v, ngi bn hng, ngI cung ng hoc I tc v thi hn cui cng cho vic chn nh cung cp.

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

5.2.2.1 Th nghim th trng (Nu cng ty bn c nhng ngun lc hu hiu trong tay, mt cuc th nghim th trng l cch tt nht nh gi chin lc tip th ca bn. Th trng c chn la th nghim thng c dn s nh trong th trng mc tiu ca bn, phn no hi b tch bit, cung cp nhng phng tin tng i khng t lm qung co v khng cho thy c s tin tng mnh lit no v thng hiu) Trnh by chi tit cc thng s ca vic th nghim th trng: Cc c im ca th trng Quy m th nghim (cc sn phm c bit so vi ton b dng sn phm, cc knh phn phi (khng) hn ch, vic s dng truyn thng (khng) gii hn, vv) Sp xp thi gian Thit lp cc tiu chun cho vic phn tch s thc hin th nghim Thit lp cc mc thc hin phi tho mn tip tc chin lc nh ra. Chng trnh dnh cho khch hng thn thuc Ch r cc yu t c yu cu ca chng trnh c chn la. Ch nh nhn vin/phng ban ph trch vic xc nh v bo m cc yu t ca chng trnh nh nhn bit trong chin lc tip th. Sn phm min ph Thc hin h thng tnh im/ tng qu Phiu qu Chng trnh pht trin i tc Tm kim cc hot ng, s kin x hi h tr Thc hin vic theo di hot ng mua bn ca khch hng Cng ngh t c Ho nhp cng ngh vo h thng cng ty Phn cng nhn vin ph trch vic thu nhn v thc hin phng php c c s tn nhim. Gii thch lm th no s tin tng v tn nhim s c c qua cc phng thc sau (chn ly mt hoc nhiu phng thc lin quan): Qung co Giy chng nhn S bo hnh Du xc nhn / s tin c ca chuyn gia Th nghim / hng mu / chng minh Khc

5.2.3

5.2.5 Lc lng bn hng T chc cc t v b phn bn hng da vo cc phn cn t n. Phn cng t bn hng theo khu vc a l. Phn cng t bn hng theo dng sn phm.
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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Phn cng t bn hng theo khch hng c bit hoc theo cc loi khch hng. Phn cng t bn hng theo cc chc nng c bit. Ch r loi v s lng ngi c yu cu cho tng t hay tng khu vc hay tng b phn. Ch r cc ti liu kinh doanh cn c v hun luyn tng nhn vin bn hng theo yu cu. Ch nh nhn vin ph trch trin khai vic trnh by kinh doanh. Ch nh nhn vin ph trch vic thu mn, hun luyn, thc y v lp chng trnh. Ch nh thnh vin trong mi t ph trch vic phi hp thng tin gia cc b phn.

5.2.6 Dch v khch hng Ch r cc yu cu i vi nhn vin S lng nhn vin Loi nhn vin (trong gi/ngoi gi) Gi lm vic Trch nhim Hun luyn

Ch r cc chnh sch dch v khch hng Ch nh/ thu mn nhn vin ph trch vic thu mn, hun luyn, lp chng trnh.

5.2.7 Nghin cu th trng Ch r cc thng tin th trng ch yu c th thu thp t cc ngun trc tip nh: Bn hng tn tay Giao dch th t vi khch hng (in thoi, email, fax, th tn) Kho st Bo co kinh doanh Ngun khc Ch r cc thng tin th trng th yu c th thu thp c h tr cho cc chin lc th trng hin ti v tng lai. Ch nh nhn vin ph trch vic thit lp cc phng php x l thng tin. Ch nh nhn vin ph trch vic thu nhn/tch hp cc thng tin, lu tr, truy cp tin v phn tch h thng (th d: phn mm CRM)

5.3 Nh phn phi Lit k cc loi nh phn phi theo yu cu bi chin lc tip th cho tng khu vc.

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

Phn cng nhn vin ph trch vic thit lp cc yu cu i vi nh cung ng, yu cu cc xut, so snh cc ngh, chn la nh cung cp v thng tho.

5.3.1 Ti liu tip th Ch nh nhn vin ph trch vic ln k hoch, to dng, xem xt v ph duyt cc ti liu kinh doanh cung cp cho nh phn phi. 5.4 Cc yu cu v ngun lc Lit k cc thit b, phng tin, nguyn liu th, hng ha hon chnh v vt t vn phng theo yu cu thc hin thnh cng k hoch tip th. Phn cng nhn vin ph trch vic xc nh cc yu cu v cc hng mc c bit v thc hn vic mua hng.

5.5 Lp chng trnh Cung cp mt bng (xem trang k) m t khung thi gian ca cc cng vic quan trng v ngi c ch nh cng vic.
CNG VIC THIT K V TRIN KHAI SN PHM - Nhim v chnh 1 - Nhim v chnh 2 - Nhim v chnh 3 - Nhim v chnh 4 KINH DOANH & TIP TH - Nhim v chnh 1 - Nhim v chnh 2 - Nhim v chnh 3 - Nhim v chnh 4 NH PHN PHI - Nhim v chnh 1 - Nhim v chnh 2 - Nhim v chnh 3 - Nhim v chnh 4 NGUN THU NHN - Ngun 1 - Ngun 1 - Ngun 1 - Ngun 1 . NGY BT U NGY KT THC NGI PH TRCH NHN XT

BNG 5. Bng theo di cng vic ang thc hin

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 Copyright Envision SBS. 2004. All rights reserved. Protected by the copyright laws of the United States & Canada and by international treaties. IT IS ILLEGAL AND STRICTL Y PROHIBITED TO DISTRIBUTE, PUBLISH, OFFER FOR SALE, LICENSE OR SUBLICENSE, GIVE OR DISCLOSE TO ANY OTHER PARTY , THIS PRODUCT IN HARD COPY OR DIGIT AL FORM. ALL OFFENDERS WILL BE SUED IN A COURT OF LAW.

6. NH GI V GIM ST VIC THC HIN 6.1 Gim st cc chin dch qung co 6.1.1 Tiu chun thc hin

Lit k cc tiu chun s c dng o lng mc thnh cng ca chin dch qung co. S thnh cng c th c da vo: i tng tip th. Mc ch c bit ca chin dch. Kt qu trc y. Mc trung bnh trong lnh vc.

Cc th d v tiu chun: Da vo hnh vi: S ngi vo trang web, thi gian lu li, mc ch , s ln truy cp S cuc in thoi gi n S ln than phin S thay i v hnh vi ca khch hng/ v phng thc mua hng vv. Da vo chi ph: T l thay i (t l khch hng thc hin cc hnh vi c bit) Chi ph dnh cho vic nhn khch hng mi / chi ph mi thng v ROI vv.. Da trn bin s v thng hiu Mc tha mn ca khch hng n tng ca khch hng v thng hiu/ sn phm Mc nhn bit thng hiu Mc thn thuc ca khch hng vv. Kt hp (S phi hp cc yu t trn)

6.1.2 Chi ph qung co Xc nh t l chi ph qung co trn doanh s cho dng sn phm (tng chi ph cho dng sn phm chia cho doanh s tnh bng -la to ra t dng sn phm hay t nhn vin bn hng hay t khu vc bn hng x 100) Xc nh t l chi ph qung co sn phm trn tng chi ph qung co (chi ph qung co sn phm chia cho tng chi ph qung co x 100) Qua vic in vo bng 6 di y, bn c th: 1. Phn tch tng chi ph qung co so vi doanh s v li nhun. 2. So snh vic thc hin tng sn phm hay tng khu vc hay tng phn th trng hay tng b phn. 3. So snh vic thc hin ca tng phng tin truyn thng.

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