TRNG I HC K THUT CNG NGH TP.

HCM KHOA C IN IN T

Chng 5: CC CHIN LC V GI C

Ni Dung
Hiu c cc vn lin quan n:
Gi Cc chin lc v gi nh gi cho sn phm mi Bn ph gi Lm pht

Ni dung
1) 2) 3) 4) 5) 6) 7) 1. Gi 2. nh gi 3. Cc chin lc nh gi 4. Chin lc nh gi sn phm mi 5. Cc chin lc iu khin gi c 6. Lm pht 7. Bn ph gi

1. Gi
Cc nh ngha:
Gi l s tin ngi mua tr cho ngi bn cho sn phm hoc dch v. Gi c l ci ngi ta mun tr c c ci g c gi tr. Gi tr l nh gi ch quan ca ngi mua vi hng ha ( s hi lng v kh nng chi tr) Chi ph l tng ngun lc (thng c qui ra tin) sn xut ra 1 n v sn phm hoc dch v no .

1. Gi
Gi l mt trong bn yu t chnh ca thuyt marketing hn hp cng vi sn phm, phn phi, v h tr bn hng. Bn yu t ny tc ng tng h v quyt nh v yu t ny s nh hng n hot ng ca yu t kia vic nh gi sn phm ng gp ng k vo s thnh cng hay tht bi ca mt cng ty.

1. Gi
GIA CA: la bieu hien bang tien cua gia tr san pham ma ngi ban yeu cau ngi mua tra cho Tong doanh thu = Gia n v x Lng ban

Li nhuan = Tong doanh thu Tong chi ph

1. Gi
Mc gi qu cao s lm gim nhu cu v s lng, cho php cc i th cnh tranh ginh ly khch hng Gi qu thp s khuyn khch mua hng nhng li gim bin li nhun trn mi thng v Gi qu thp thng nh hng n s nghi ng v cht lng hng ha tng ng tin no ca
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1. Gi
Mc gi qu cao s lm gim nhu cu v s lng, cho php cc i th cnh tranh ginh ly khch hng Gi qu thp s khuyn khch mua hng nhng li gim bin li nhun trn mi thng v Gi qu thp thng nh hng n s nghi ng v cht lng hng ha tng ng tin no ca
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2. nh gi
nh gi: l vic nh gi gi tr ca ti sn ph hp vi th trng ti mt a im, thi im nht nh. nh gi ca cc t chc, c nhn sn xut, kinh doanh: cc t chc, c nhn sn xut, kinh doanh cng c quyn nh gi hng ho, dch v ca mnh nhng khng tri vi quy nh ca Php lnh Gi v cc vn bn php lut khc c lin quan.
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nh gi
nh gi lt qua th trng (MarketSkimming Pricing ) Thit lp mt mc gi cao cho mt sn phm mi lt thu ti a lp, tng lp t cc phn on sn sng tr gi cao. Gi thm nhp th trng (MarketPenetration Pricing): Thit lp mt mc gi thp cho mt sn phm mi thu ht mt s lng ln ngi mua v knh.
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T chc nh gi
Doanh nghip nh: gi c thng do gii qun tr cao cp nh ra. Doanh nghip ln: do cc qun tr vin sn phm hay nhm sn phm x l. cc th trng cng nghip, nhn vin bn hng c php thng lng vi khch hng trong phm vi gi c no trn c s chnh sch v mc tiu v gi do cp trn qui nh. Trong mt s ngnh m vic nh gi l yu t then cht (hng khng, ng st, du kh...) thng c ban nh gi t di s ch o ca cp qun tr cao nht.

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Cc loi ti sn, hng ho, dch v do Nh nc nh gi

a) t ai, mt nc; b) Rng; c) Ti nguyn quan trng khc; d) Nh thuc s hu nh nc cho thu hoc bn. Nh x hi, nh cng v; ) Hng d tr quc gia; e) Ti sn nh nc l cng trnh kt cu h tng phc v li ch quc gia, li ch cng cng; g) Hng ha, dch v c sn xut theo t hng ca Nh nc; sn phm, dch v cng ch c c quan nh nc c thm quyn t hng, giao k hoch;
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Cc loi ti sn, hng ho, dch v do Nh nc nh gi (tt)

i) in; k) Dch v chuyn ti in; dch v u ni li in truyn ti, phn phi in; dch v iu h thng in; dch v iu hnh giao dch th trng in lc; cc dch v ph tr, iu tit th trng in lc, tham gia th trng in; l) Dch v vn chuyn hng khng ni a; dch v ct cnh, h cnh; iu hnh bay i, n; h tr bo m hot ng bay; soi chiu an ninh; phc v hnh khch; dch v khc ti cng hng khng, sn bay; m) Dch v i vi th c bn (th thng) trong nc c khi lng n 20 gram; dch v in thoi ni ht; dch v bu chnh, vin thng cng ch; dch v bu chnh 13 dnh ring;

Cc loi ti sn, hng ho, dch v do Nh nc nh gi

n) Nc sch cho sinh hot; o) Dch v vn chuyn hnh khch cng cng bng xe but trong th, khu cng nghip; p) Dch v vn chuyn hnh khch cng cng bng ng st trong th; q) Thuc phng v cha bnh cho ngi do ngn sch nh nc v bo him y t chi tr; r) Hng ha c tr gi; tr cc vn chuyn; dch v vn chuyn, cung ng hng ho v dch v thit yu phc v ng bo min ni, vng su, vng xa; s) Bo Nhn dn, bo c quan ngn lun ca ng b ng Cng sn Vit Nam cc tnh, thnh ph trc thuc Trung ng. 1

Cc mc tiu nh gi
Ti a ha li nhun. Mc tiu ny c th p dng trong thi gian trc mt hoc lu di v khng nht thit phi c din gii thnh mc gi cao. Ti a ha doanh s bn trn n v sn phm. y l mi quan tm ca cc nh sn xut khi mun duy tr c s sn xut ca mnh hot ng gn vi cng sut.

Tng th phn. Mc tiu ny s em li mt s li ch c tnh chin lc.

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Cc mc tiu nh gi
Ngn cn cc i th cnh tranh tham gia vo th trng. Cc mc gi ch to ra li nhun khim tn thng s khin cc i th cnh tranh nn lng khng tham gia vo th trng. Xy dng nhn thc v cht lng nhn hiu hay s c nht. Mt s ngi ngh rng cc sn phm gi thp l hng km cht lng cn nhng sn phm gi cao l hng cht lng tt.

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Cc mc tiu nh gi
Thu ht khch hng n ca hng bng cch gim gi mt mt hng chnh. Khuyn khch mua th. Phng php ny thng dng qung b cho cc sn phm v dch v mi c gii thiu.

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Chin lc nh gi
Chin lc nh gi l s la chn mc gi bn sn phm trn th trng. Vic ny da trn nhng phn tch y quan h cung cu, mc chi tr ca khch hng mc tiu. nh gi tng quan cht ch vi chin lc nh v ca doanh nghip. Xy dng v qun l chin lc gi ng n l iu kin quan trng m bo doanh nghip c th xm nhp v chim lnh c th trng v hot ng kinh doanh c hiu qu cao. Tuy nhin gi c chu s tc ng ca nhiu yu t. S hnh thnh v vn ng ca n rt phc tp. Vic qun tr chin lc gi hp l i hi phi gii quyt nhiu vn tng hp v ng b.

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Yu t nh hng n vic nh gi

Yu t bn trong Mc tiu Marketing Chin lc marketing Ph tn

Yu t bn ngoi Th trng

nh Gi

Nhu cu i th cnh tranh Chnh sch gi c ca nh nc

T chc nh gi

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Yu t bn trong
Mc tiu Marketing:
Mc tiu Marketing Chin lc marketing Ph tn

T chc nh gi

S tn ti. Ti a ha li nhun. Ti a th phn. Dn u v cht lng sn phm.

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Yu t bn trong
Chin lc Marketing:
Mc tiu Marketing Chin lc marketing Ph tn

Lin kt cht ch vi cc b phn khc nhm hnh thnh chng trnh marketing-mix hiu qu nht.

T chc nh gi

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Yu t bn trong
Ph tn=nh ph + Bin ph
Mc tiu Marketing Chin lc marketing Ph tn

nh ph: chi ph khong thay oi theo lng san pham san xuat ra.

Bin ph: chi ph thay oi theo so lng san pham san xuat ra.

T chc nh gi

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Yu t bn trong
T chc nh gi:
Ngi chu trch nhim nh gi Cn c ban nh gi (Hng khng,ng st,du kh)

Yu t bn trong Mc tiu Marketing Chin lc marketing Ph tn

T chc nh gi

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Yu t bn ngoi
Th trng:

oc quyen hoan toan

Th trng Nhu cu i th cnh tranh Chnh sch gi c ca nh nc

oc quyen cnh tranh

Canh tranh hoan ho

Cnh tranh c quyn

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Yu t bn ngoi
Nhu cu:
Th trng

Lng cau ve chung loai san pham (VD: xe hi). Lng cau ve san pham (VD: xe

Nhu cu
i th cnh tranh Chnh sch gi c ca nh nc

hi cao cap) Lng cau ve nhan hieu (VD: toyota celica) co gian ca cu = % thay i trng lng cu / % thay i v gia

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Yu t bn ngoi
i th canh tranh:
Th trng Nhu cu i th cnh tranh Chnh sch gi c ca nh nc

Kim ch ch s gi, hn ch lm pht T do cnh tranh

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Yu t bn ngoi
Chnh sch nh nc:
Th trng Nhu cu i th cnh tranh Chnh sch gi c ca nh nc

Kim ch ch s gi, hn ch lm pht T do cnh tranh

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3. Chin lc nh gi
nh gi da trn ph tn
nh gi cng thm chi ph. Phng php nh gi s ng nht l cng thm vo ph tn mt mc li nhun mc tiu: ta c th dng cng thc: G=Z+m Trong : G l gi bn n v sn phm. Z l ph tn cho mt n v sn phm m l li nhun mc tiu,%, m c th tnh theo % ca ph tn hoc %ca gi bn. Tuy nhin phng php ny khng tnh n nhu cu v cnh tranh trn th trng nn cng cn nhng nhc im nht nh. Mt cch tip cn khc ca phng php nh gi theo ph tn v li nhun mc tiu l s dng phng php xc nh im ha vn.

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3. Chin lc nh gi
nh gi da trn ngi mua: da trn gi tr c cm nhn ca sn phm xem s cm nhn v gi tr ca ngi mua, ch khng phi ph tn ca ngi bn, l cha kha nh gi. s dng nhng bin s phi gi trong phi thc marketing xy dng gi tr c cm nhn trong tm tr ngi mua. Gi c ra l t c ci gi tr cm nhn y. Cng ty s dng li nh gi theo gi tr cm nhn phi thit lp c gi tr trong ngha ca ngi mua trong s tng quan vi cc sn phm cnh tranh khc.

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3. Chin lc nh gi
nh gi theo thi gi: Khi nh gi theo thi gi cng ty cn c ch yu vo gi ca i th cnh tranh, t ch trng n ph tn hay sc cu . Cng ty c th nh gi bng, cao hn hay thp hn i th cnh tranh chnh. Cc cng ty nh th lm theo hng ng u. Vic nh gi theo thi gi rt ph bin, ni no m co gin ca sc cu kh o lng c th gi thnh hnh tiu biu cho chsi khn tp th ca c ngnh s to ra c mt mc doanh thu tho ng. nh gi theo thi gi s bo ton c s ha hp ca c ngnh.
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Chin lc nh gi
nh gi u thu
nh gi da trn s cnh tranh cng chi phi cc x nghip u thu nhn vic. Cng ty nh gi da trn nhng i th cnh tranh. X nghip mun ginh c hp ng th phi nh gi thp hn cc x nghip khc. Cng ty khng th nh gi thp hn ph tn m khng phng hi n v tr ca mnh. Nhng cng nh gi cao hn ph tn, c may t c hp ng ca x nghip cng t i. H qu thun ca hai sc ko tri ngc nhau ny c th c miu t bng thut ng li nhun d kin ca mt cuc u thu c th no . S dng li nhun d kin nh mt tiu chun gi l iu c ngha i vi cng ty ln ang thc hin nhiu cuc u thu.

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4. Chin lc nh gi sn phm mi
nh gi ht vng
Nhiu cng ty c pht minh c sn phm mi nh gi cao ban u thu c t sut li nhun ln trn mi n v sn phm. V gi cao nn s ngi mua khng nhiu, cng ty dn dn gim gi xung c thm khch hng mi. Vic nh gi ht vng vt th trng ch c ngha trong nhng iu kin nh s lng ngi mua c mc cu hin hnh cao, ph tn trn mi n v sn phm khi sn xut vi khi lng nh, khng qu cao n lm trit tiu li th ca vic ra mc gi m khch s chp nhn. Gi ban u cao s khng thu ht thm cc i th cnh tranh hay gi cao h tr c hnh nh v mt sn phm tt

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4. Chin lc nh gi sn phm mi
nh gi nhm thm nhp th trng Mt s cng ty khc nh gi sn phm tng i thp, hi vng rng s thu ht c mt lng khch mua ln v t c mt th phn ln. Dn dn do ci tin, tch ly kinh nghim, chi ph sn xut s h thp hn na v li nhun s tng ln

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4. Chin lc nh gi sn phm mi
nh gi mt sn phm mi do m phng Khi cng ty c k hoch trin khai mt sn phm mi do m phng s phi xc nh v tr sn phm ca mnh (nh v sn phm). Cng ty phi quyt nh v tr cht lng v gi c ca sn phm y.

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Chin lc nh gi sn phm mi

CL

Chin lc phi hp gi c v cht lng

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Chin lc nh gi phc hp
Logic v nh gi cho mt sn phm l phi bit sa i khi sn phm y l mt phn ca mt phc hp sn phm. Trong trng hp ny, Cng ty cn tm kin c mt lot gi h tng t li nhun ti a ca c phc hp. Vic nh gi kh khn v mi sn phm thng c nhng tng quan v ph tn, nhu cu v s cnh tranh khc nhau:

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Chin lc nh gi phc hp
nh gi mt hng: Cc Cng ty thng trin khai cc mt hng ca mt dy hay tuyn sn phm (product line). nh gi sn phm ty chn: Nhiu Cng ty c a ra bn nhng sn phm ty khch chn thm cng vi sn phm chnh. nh gi sn phm km theo: C nhng sn phm c dng km theo vi sn phm chnh. nh gi sn phm ph: Trong mt s ngnh c cc sn phm ph v sau khi x l, chng c nhng gi tr nht nh Khi tm kim c th trng tiu th cho cc sn phm ph ny, chng cho php gim c nhiu chi ph, do gim c gi bn sn phm chnh khin n c sc cnh tranh cao hn.
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5. Cc chin lc iu khin gi c
nh gi chit khu: Chit khu tin mt. Chit khu tin mt l s gim gi cho nhng ngi mua no thanh ton sm. Chit khu s lng l s gim gi cho nhng ngi mua nhiu. Chit khu ny phi c p dng cho mi khch hng nhm khch l h mua nhiu nh gim c nhiu ph tn v tng c tng li nhun Chit khu chc nng cn c gi l Chit khu thng mi c nh sn xut ginh cho cc thnh vin trong knh phn phi Chit khu theo ma l s gim gi cho cc khch hng mua hng hay dch v vo mu vng khch.
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5. Cc chin lc iu khin gi c
nh gi phn bit Cc Cng ty thng thay i mc gi ty theo i tng mua hoc ty loi bao b, cch phc v, ch ngi theo ngy hay gi phc v. nh gi tm l y ngi bn khng ch lu tm n vn kinh t m cn n kha cnh tm l hc ca gi c na. Ngi mua c cm gic c mua vi gi r hn s vui hi, hi lng hn.

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5. Cc chin lc iu khin gi c
nh gi qung co: tm thi nh gi sn phm thp hn gi nim yt v thm ch c lc thp hn c gi thnh. Vic nh gi qung co mang nhiu hnh thc: nh gi qung co bn gi vn vo dp c bit no . Hi khu tin mt gi trc tip n khch hng khi mua sn phm ca Cng ty. y l mt cng c linh hot gii quyt sn phm tn ng. Chit khu tm l: ngi bn ra mt mc gi cao gi to cho mt sn phm v ri bn ra vi gi tht thp.

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5. Cc chin lc iu khin gi c
nh gi theo a d nh gi FOB: nh gi hng ho vi iu kin hng ho c giao ln sn ca phng tin vn chuyn. Sau khch hng chu chi ph vn chuyn tip n im n nh gi ng vn ph: ra mc gi bn nh nhau i vi mi khch hng bt k h u. Li nh gi ny tng i d qun l v cho php Cng ty duy tr c mc gi c qung co khp nc.

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5. Cc chin lc iu khin gi c
nh gi theo a d nh gi theo vng: Mi khch hng trong vng u mua vi mt mc gi nh nhau tuy nhin nhng vng gip ranh s c chnh lch v gi mc d khch hng rt gn nhau. nh gi min thu vn ph: Nh kinh doanh no quan tm n cc khch hng nhiu hn nhm cnh tranh, h c th chu tan b ph tn vn chuyn thu ht khch. dng xm nhp th trng v cng ng tr c trong nhng th trng ngy cng cnh tranh nhiu hn.

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Nhng thay i v gi
Ch ng gim gi Ch ng tng gi
Phn ng ca th trng trc s thay i ny?

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Chnh sch cng cng v gi

Gi gia cc cp knh
Price-fixing
Cc i th canh tranh khng th bt tay vi nhau nh gi.

Gi ct c
Cc doanh nghip khng c t gim gi qu thp so vi gi thnh nhm trng pht i th cnh tranh.

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6. Lm pht
Trong kinh t hc, lm pht l s tng ln theo thi gian ca mc gi chung ca nn kinh t.[1] Trong mt nn kinh t, lm pht l s mt gi tr th trng hay gim sc mua ca ng tin. Khi so snh vi cc nn kinh t khc th lm pht l s ph gi tin t ca mt loi tin t so vi cc loi tin t khc. Thng thng theo ngha u tin th ngi ta hiu l lm pht ca n v tin t trong phm vi nn kinh t ca mt quc gia, cn theo ngha th hai th ngi ta hiu l lm pht ca mt loi tin t trong phm vi th trng ton cu. Phm vi nh hng ca hai thnh phn ny vn l mt ch gy tranh ci gia cc nh kinh t hc v m. Ngc li vi lm pht l gim pht. Mt ch s lm pht bng 0 hay mt ch s dng nh th c ngi ta gi l s "n nh gi c". http://vi.wikipedia.org/wiki/L%E1%BA%A1m_ph%C3%A1t
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7. Bn ph gi
Bn ph gi l vic mt doanh nghip bn hng th trng nc ngoi thp hn gi tr hp l, cn c vo gi bn th trng nc nh hay chi ph sn xut ca doanh nghip. Mt lp lun chng li vic bn ph gi cho rng cc nh xut khu hng c bo h th trng nc nh v s dng li nhun thu c tr gi cho vic bn mt hng nc nhp khu. Do vy, ngnh sn xut mt hng tng t nc nhp khu phi i mt vi s cnh tranh thiu cng bng v c th b mt th phn.

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