BAI 6

TONG QUAN VE MARKETING NGAN HANG

Giang vien phu trach: TS Trng Quang Thong Khoa Ngan hang ai hoc Kinh te TP.HCM
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MUC CH VA NOI DUNG

MUC CH: giup cho hoc vien nam cac kien thc can ban ve marketing, cac nguyen tac marketing, cac nguyen tac va c s phan khuc th trng trong hoat ong kinh doanh ngan hang. NOI DUNG:

Nhac lai cac khai niem can ban Cac ac iem cua marketing ngan hang Cac nguyen tac cua marketing Xac nh th trng muc tieu

1. CAC KHAI NIEM C BAN

Nhu cau S mong muon Cau

NHU CAU (NEED) Nhu cau la cam giac thieu hut mot cai g o ma con ngi cam nhan c.
Nhu cau la nhng oi hoi c ban nhat cua con ngi.

KIM T THAP MASLOW

T the hien
Ton trong Xa hoi An toan

Sinh ly

CAU (DEMAND)

Cau la mong muon kem them ieu kien co kha nang thanh toan.

CAU (DEMAND)

Cau hien hu: dang cau hien co va ang c thoa man cua khach hang tren th trng Cau tiem an: cau se xuat hien neu san pham c tung ra th trng vi cac phng thc marketing phu hp

Cau phoi thai: cau se xuat hien khi xu hng hien tai ve kinh te tiep tuc tiep dien
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CAC NHU CAU KHACH HANG

Cau than chu cua tiep th: Tm cac nhu cau va lap ay chung (P. Kotler). Chung ta khong phuc vu cac th trng. Chung ta tao ra cac th trng (Akio Morita, Made in Japan).

2. CAC NGUYEN TAC CUA MARKETING

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Nguyen tac chon loc va tap trung Nguyen tac gia tr khach hang (chc nang/tam ly) Nguyen tac li the khac biet hay d biet Nguyen tac phoi hp Nguyen tac qua trnh / nguyen tac khong chac chan (the only certain is uncertainty)
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3. CAC AC IEM CUA MARKETING NGAN HANG

S vang mat cua bao ho Tnh khong the s thay c cung se gay cac tr ngai trong cong tac truyen thong. Dch vu khong the c chng minh qua cac li ha, cac quang cao ma qua cac phng tien vat chat va ket qua cu the. Tnh khong the s, thay c cung at ra cac van e ve gia ph dch vu ngan

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CAC AC IEM CUA MARKETING NGAN HANG

oi hoi giao dch trc tiep gia nhan vien ngan hang, khach hang, s co mat cua cac khach hang khac trong qua trnh cung ng dch vu Cam nhan sai ve chat lng dch vu

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CAC AC TRNG CUA NGI TIEU DUNG NGAN HANG

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Tam quan trong cua rui ro nhan thc trc khi mua hang Long trung thanh vao mot nha cung cap

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CAC CHI PH THAY OI NGI CUNG NG DCH VU

Chi ph tm kiem: thi gian hao ton can thiet e tm ra mot nha cung cap mi. Chi ph giao dch: chi ph cho lan tiep kien au tien Chi ph hoc hoi: chi ph cho viec thong hieu cac quy trnh mi Li the cua long trung thanh: chi ph do loai bo cac li the cua long trung thanh vao nha cung cap cu. Thoi quen tieu dung: chi ph thay oi cac hanh vi tieu dung a thanh thoi quen. Chi ph tam cam: chi ph do cat t mot moi quan he a c thiet lap lau dai. Chi ph tha nhan: hao ton thi gian e suy ngh va cam nhan ve kha nang thay oi nha cung 13 cap.

CAC GIAI PHAP KHAC PHUC

Phat trien cac bieu hien hu hnh Phat trien cac thong tin ca nhan Phat trien mot hnh anh manh ve ngan hang

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CAC GIAI PHAP KHAC PHUC

ao tao nhan s giao tiep vi cong chung ao tao va thong tin cho khach hang M rong pham vi hoat ong Tieu chuan hoa san pham dch vu

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4. XAC NH TH TRNG MUC TIEU

- Muc ch va li ch cua phan khuc th trng dch vu ngan hang - Cac c s cho viec phan khuc - Yeu cau cua viec phan khuc hieu qua - Cac chien lc phan khuc

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TH TRNG

Th trng theo goc nhn cua nha kinh te: ni gap g gia ngi ban va ngi mua
Th trng theo goc nhn cua nha tiep th: ngi ban la cong nghiep / ngi mua la th trng Th trng ch co ngi ban?
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TH TRNG AI CHUNG VA TH TRNG MUC TIEU

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Th trng ai chung: khai niem qua m ho. Chung ta kho long tao ra mot san pham ma moi ngi eu muon

Th trng muc tieu: chung ta se de hn neu sang tao ra mot san pham ma mot so ngi se thch
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NH NGHA VA CAC AC TRNG CUA C S PHAN KHUC

nh ngha
Phan khuc th trng la chia tong the th trng cua mot san pham dch vu ra nhieu nhom nho, goi la cac phan khuc, sao cho cac khach hang cua mot phan khuc co hanh vi tieu dung tng t nhau va khac vi khach hang cua cac phan khuc khac.
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NH NGHA VA CAC AC TRNG CUA C S PHAN KHUC

Muc tieu cua phan khuc: tap hop cac ca the vao cac khuc khac nhau can c vao nhng khac biet / tng ong trong nhu cau cua ho.
Do nhu cau kho co the dien at mot cach ro rang, cac nha nghien cu hanh vi tieu dung co xu hng s dung cac bien so ai dien
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LI CH CUA PHAN KHUC TH TRNG

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Lam giam thieu chi ph thong qua viec gan ket hn gia tai nguyen ngan hang va oi hoi cua th trng S thoa man cua ngi tieu dung se gia tang bang viec tiep can mot cach thch ang hn vi nhu cau cua ho Ngan hang se tap trung cac no lc nhieu hn vao mot muc tieu hep hn, do o, se thu c nhieu hn cac kien thc, kinh nghiem ve nhu cau va oi hoi cua khach hang
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LI CH CUA PHAN KHUC TH TRNG

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Cac khach hang mi se c d kien thong qua viec the hien cac ac trng a c nhan biet cua khuc th trng oi vi khach hang tiem nang Viec gi khach hang se c cai thien s thoa man nhu cau cua ho, thong qua o, ngan chan s chuyen dch khuc th trng.

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C S PHAN KHUC PHAN KHUC TH TRNG

C s phan khuc th trng (segmentation bases) la mot tap cac bien hay ac tnh s dung e phan nhom khach hang thanh cac nhom co tnh ong nhat cao.

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C S PHAN KHUC PHAN KHUC TH TRNG

Cac bien so ai dien: c gia nh co quan he tng quan / tac hp vi hanh vi: o chnh la cac c s cho viec phan khuc. Chon cac bien so nao trong vo van cac bien so? Cac nhom bien so u tien: li ch tm kiem + nhu cau + viec s dung san pham Ly do u tien: li ch va nhu cau lien quan chat che hn vi san pham/dch

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PHAN LOAI CAC C S PHAN KHUC

KHACH HANG CO THE QUAN SAT TNH TRANG

Van hoa, a Tnh trang cua ly, dan so, ngi s dung, kinh te-xa hoi tan suat s dung Tam ly, loi song Tam ly, nhan thc, thoi quen, s thch, xu hng

KHONG THE QUAN SAT

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CAC C S PHAN KHUC

C S A LY
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Co the c xem la mot trong nhng c s phan khuc co sm nhat trong lch s. Ngay nay, do s tien tien cua cong nghe, ranh gii a ly cua phan khuc khong con ro rang nh trc na. ac biet trong nganh tai chnh-ngan hang.
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C S DAN SO HOC
GII TNH Trc ay: nam gii la muc tieu chnh cua cac to chc tai chnh ngan hang S tham gia vao cong tac xa hoi cua phu n thay oi v the Cam nhan tn nhiem khac nhau cua n gii / nam gii oi vi cac to chc tai chnh/ngan hang? Tam ly: trach nhiem gia nh cua nam gii / cam giac t ti cua n gii
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C S DAN SO HOC
TUOI TAC Gia thiet: ngi tieu dung cung tuoi tac co nhu cau va oi hoi tng t nhau. Ngi tre tuoi thng co xu hng vay n nhieu hn / ngi gia co xu hng tiet kiem nhieu hn La tuoi th ba (3rd agers) / van e tha ke o tuoi va long trung thanh o tuoi va loi song
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C S DAN SO HOC
VONG I (LIFE CYCLE)
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Vong i: quan trong cho viec tiep tuc phat trien quan he / gi khach hang Phng cham: right product right time

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C S DAN SO HOC
NAM GIAI OAN C BAN CUA LIFE CYCLE
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Tuoi tre (youth) T lap (independent) Lap gia nh (family) Empty nester Ve hu (retired)

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C S KINH TE XA HOI HOC TANG LP XA HOI

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Trnh o hoc van

Nghe nghiep Thu nhap

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C S KINH TE XA HOI HOC

THU NHAP
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Phan biet thu nhap kha dung / thu nhap t tr cap gia nh Thu nhap t no cha han la 1 ch so noi len cai ma ngi ta muon va can co. No ch noi len cai ma ngi ta co the kham noi

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C S KINH TE XA HOI HOC C S A LY-DAN SO HOC (Geodemographic bases)

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He thong a bien ket hp a ly va dan so Nhan manh c s loi song hn la c s dan so hoc truyen thong

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YEU CAU CUA VIEC PHAN KHUC HIEU QUA

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Khuc th trng phai co kha nang o lng c: phai co phng cach nao o o lng c qui mo/ sc mua cua khuc. Khuc phai co o tng ong ln nhat co the: qui mo/gia tr hien tai/tng lai. Tnh co the tiep can: bang cac kenh va phng tien truyen thong san co. Tnh on nh va kha thi: mc o ma cac chng trnh marketing co the c thiet ke va phuc vu cho khuc 1 cach 34

CHIEN LC PHAN KHUC

1.

2.

3.

4.

Chien lc a phan khuc (multisegment): Chien lc n phan khuc (singlesegment) Chien lc th trng ngach (niche market) Chien lc tng ca nhan (one-toone marketing)

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CHIEN LC PHAN KHUC

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Tap trung vao 1 th trng duy nhat: tai nguyen t / tng thch vi nhu cau cua khuc. Co the thch hp oi vi retails banking hn la wholesales banking. Chuyen mon hoa theo tuyen chon: tap trung ap ng 1 so khuc th trng rieng biet. Thch hp cho cac ngan hang nho: phan tan rui ro.
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CHIEN LC PHAN KHUC

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Chuyen mon hoa theo san pham dch vu: tap trung vao vai san pham dch vu cho nhieu khuc th trng. Co the xay ra mat can oi ky thac / cho vay cua ngan hang. Rui ro oi vi san pham co chu ky song ngan. t thanh cong trong nganh ngan hang. Chuyen mon hoa theo th trng: tap trung vao nhieu nhu cau cua mot nhom khach hang rieng biet. Chien lc 1 th trng duy nhat co the phat trien thanh chien lc nay.
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TH TRNG NGACH

Neu ban uoi theo hai con kh, ca hai se chay thoat. Th trng ngach (niches): c s tao nen th trng ai chung. Tap trung vao th trng ngach: cac khach hang se cam thay hai long hn v co ngi chu y en nhu cau cua ho.
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CHIEN LC CHO TH TRNG NGACH

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Ban them san pham dch vu cho th trng ngach Tm kiem them cac khach hang tiem nang hoac lien ke th trng ngach Tm kiem cac th trng ngach bo sung

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PHAN OAN TH TRNG DOANH NGHEP

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Doanh nghiep khac vi ca nhan ve cau truc va ac iem. Cac doanh nghiep nho hn ve so lng song qui mo lai ln hn rat nhieu. Nhu cau cua doanh nghiep thng phc tap hn Cac quyet nh cua doanh nghiep thng chu anh hng ln t nen kinh te va cac nhan to nam ngoai s kiem soat cua ho
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CAC BIEN SO DUNG E PHAN OAN TH TRNG DOANH NGHEP

C S PHAN OAN V DU

Nganh nghe, qui mo Nganh kinh doanh Qui mo, phan bo a ly Cac bien so ve hoat ong Cong nghe ap dung, san pham va s dung, kha nang cua khach hang S khan cap cua n hang, qui mo n hang

Cac yeu to tnh huong

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