CC PHNG PHP PHC V V KCH THCH KHCH HNG MUA HNG

- Chiu th (Promtion): L cc hot ng xc tin vic bn sn phm ca x nghip (ngi bn) trn th trng ni chung v th trng mc tiu (Target Marker ) ni ring ca X nghip. - Mc tin ca chiu th: L nhm bn ht c s sn phm m x nghip to ra trong iu kin c nhiu ch th cnh tranh khc trn th trng. Chiu th c mt tc dng ht sc to ln trong hot ng ca x nghip v n c coi nh mt b phn hu c gn lin vi hot ng sn xut. C nhiu sn phm, nhiu doanh nghip nhiu nc chi ph cho hot ng chiu th chim mt t l kh ln trong tng chi ph cha trong gi bn sn phm 9 t 10-25%). Cc hot ng chiu th c c bit pht trin cc nc kinh t pht trin ni m s cnh tranh l thng xuyn gay gt.

Chiu th c cc ni dung c bn nh: + Cho hng + Bn hng trc tip + Qung co Tuyn truyn + Chiu hng + Cc bin php ca Nh nc vv... 1. Cho hng

L phng php s dng cc nhn vin giao hng (Personal Selling) a hn n ni gii thiu v bn trc tip cho khch. Cho hng c v tr kh quan trng trong cc hot ng chiu th v n s dng s lao ng s tha ca x hi v c th a sn phm i rt xa khi ni sn xut. Mun cho hng c kt qu, nhn vin cho hng phi p ng hai iu kin sau: - Hiu r sn phm ca x nghip em i cho hng (gi tr ca sn phm, cch bo qun s dng sn phm, s khc bit gia n vi cc sn phm cnh tranh tng t vv....) - Bit ngh thut trnh by sn phm cho khch hng thuyt phc ngi tiu dng t, cha bit, bit u thch, mua sn phm (nhn vin cho hng phi phn bit mt cch chun xc, khn ngoan gia sn phm em cho hng vi cc sn phm tng t khc hiu r thc mc ca khch hng gii thch mt cch ng n, trung thc, bit t cc cu hi gi m cho ngi tiu dng tm ng nguyn vng ca khch i vi sn phm chng minh cho khch hng thy vic mua ngay sn phm ca mnh l c li nht....) 2. Bn hng trc tip Ti cc ca hng mu ca X nghip l cc im b c tnh thc nghim xem xt kho st th hiu nguyn vng ca khch hng gp phn thc y sn xut kinh doanh nm chc v nm chc v nm c th iu m th trung v ngi tiu dng i hi. 3. Qung co tuyn truyn (Advertising): Qung co tuyn truyn l cch s dng ch vit, ting ni hnh nh sn phm mu trnh by thng bo cho ngi tiu dng sn phm ca ngi bn (x nghip) vi mc ch thu ht s ch v li ko hnh vi mua sn phm ca ngi tiu dng. - Cc phng tin qung co: Qung co tuyn truyn c th dng hng lot cc phng tin sau: + p phch, Pano qung co t ti nhng ni c ng ngi qua li vi nhng hnh nh m nt nhm thu ht ngi qua li, lu n sn phm ca x nghip.

+ ng gi, bao b sn phm t gii thiu mnh, khch dng chn li vi sn phm, tm hiu n v quyt nh mua n. + i pht thanh: C kh nng thng bo rng ri sn phm trong c nc. + V tuyn, bng hnh: l cc bin php tc ng thng qua hnh nh ca sn phm cc gc li nht, ngi tiu dng b kch thch, li qun v quan tm n sn phm. + T ri, dng ch vit hnh nh thng bo rng ri cho khch mua bit. + Sch, bo ( nht l nht bo ) ngi c c thng tin ban u v sn phm, to ng mn v thc c tn ti sn phm x nghip trong u khch hng. + Tp ch, phim nh ring c cc sn phm ca x nghip do x nghip, cng ty ln t t chc v pht hnh ch ng trn th trng vv... - Cc nguyn tc qung co: Qung co trn th trng phi m bo cc nguyn tc sau: + Gi m: khch hiu v t m thch th mun tip cn st hn, trc tip hn na n sn phm. + c trng, tiu biu c o. Ch r u im ch yu ca sn phm so vi sn phm cnh tranh tng t, trnh qung co th thin ( sn phm r bng 1/3 sn phm khc l li tt hn sn phm ... l v l. + Thng xuyn lp li. Ti thnh ng mn tm l trong ngi tiu dng v sn phm ca mnh. + Trung thc: Khng c nh la khch hng. gii thiu sn phm ny li bn cho sn phm khc. + Vn minh, tn trng ngi tiu dng, trnh li qung co dung tc, knh cm, thiu vn ho, thiu tn trng khch hng. + Thit thc hiu qu: Trnh qung co ba bi bt kt hiu qu thu li nhng g vv.. 4. Chiu hng

(Ym tr, xc tin bn hng): L cc bin php tng hp ngoi cc bin php xt trn khuyn khch vic bn. l cc gii php c o cng phu v chuyn gia marketing ca x nghip t chc thc hin ( s sn phm, hi ngh khch hng, chiu i, cc hot ng t thin x hi, cc bin php bo him sn phm vv...)