Chng 8 CHIN LC TRUYN THNG

NI DUNG CA CHNG 1. TNG QUAN V TRUYN THNG MARKETING 2. QUNG CO 3. KHUYN MI 4. GIAO TiP BN HNG 5. QUAN H CNG CHNG

1. TNG QUAN V TRUYN THNG MARKETING

Truyn thng l g? L ton b cc hoat ng ca doanh nghip nhm thng tin, gii thiu, hng dn, khuyn khch hay thuyt phc khch hng quan tm, mua hoc s dng sn phm. Bn hot ng chnh ca truyn thng: 1. Qung co; 2. Khuyn mi; 3. Giao tip bn hng; 4. Quan h cng chng.

H THNG TRUYN THNG MARKETING

DOANH NGHIEP

Cac hoat ong truyen thong

Trung gian phan phoi Cac hoat ong truyen thong Khach hang Truyen mieng

Xa hoi, dan chung

CHIN LC Y
Kch tac marketing

San xuat
Nhu cau

Phan phoi

Nhu cau

Tieu dung
CHIN LC KO

San xuat
Kch tac marketing Nhu cau

Phan phoi
Nhu cau

Tieu dung

M HNH GIAO TiP THNG TIN

Ngi phat Phan hoi

Ma hoa
Nhieu Thong iep Phng tien

Giai ma
ap ng Ngi nhan

CC QUYT NH TRONG GIAO TiP THNG TIN

1. 2. 3. 4. 5. 6. Xc nh i tng giao tip; Xc nh mc tiu truyn thng p ng mong mun; Chn thng ip; Chn phng tin truyn thng; Chn ngi pht; Nhn phn hi.

QUNG CO
Qung co l g? L hot ng ca ngi bn nhm trnh by, ph trng, c ng gin tip thng qua phng tin thng tin i chng v hng ha, dch v v hnh nh ca doanh nghip, c chi tr bi 1 doanh nghip c th.

CC QUYT NH KHI QUNG CO

Muc tieu

Phng tien Kinh ph

Thong iep

anh gia ket qua

CC QUYT NH KHI QUNG CO

MC TIU CA QUNG CO: * Thng tin; * Thuyt phc; * Nhc nh. CC PHNG TiN QUNG CO CHNH: * Bao b sn phm; * Vt phm; * Pano ngoi tri; * Radio; * Truyn hnh; * Bo ch; * Internet.

CC QUYT NH KHI QUNG CO

NI DUNG THNG TIN: Ni dung: Nhn mnh cng dng, li ch Cu trc: * a ra kt lun hay b ng; * Lun im chnh u hay cui; * Lp lun 2 mt hay 1 mt. Hnh thc: * Ch vit; * Li ni, ging ni; * m thanh, nhp iu.

KINH PH CHO QUNG CO

Ph thuc vo: * Giai on trong vng i sn phm; * Th phn; * Cnh tranh v mi trng qung co; * Tn s qung co; * S khc bit ca sn phm so vi i th cnh tranh.

NH GI KT QU QUNG CO
nh gi hiu qu thng tin: * Hi i tng; * Quan st i tng; * o phn x tm sinh l. Cc mc hiu qu ca thng tin: * Nhn bit; * Ghi nh; * kin thng thc; * Thi ; * D nh mua.

CC QUYT NH KHI QUNG CO

nh gi hiu qu doanh thu: * Theo di doanh thu trc v sau qung co; * So snh s thay i doanh thu; * S dng cc m hnh ton v thng k nhn ra s thay i doanh thu do qung co sau khi loi b nh hng ca cc yu t khc.

C iM CA QUNG CO
* u im: - Tnh i chng; - C th linh ng chn nhiu phng tin thng tin khc nhau; - C th lp li nhiu ln; - C th tn dng nhiu gic quan khc nhau trong giao tip thng tin; - Tng i t tn km trn 1 n v i tng nhn thng tin.

* Khuyt im: - Giao tip gin tip, 1 chiu; - i tng rt kh chn lc; - D tr thnh ti ph bnh, chm bim; - Kh bit hiu qu.

KHUYN MI
Khuyn mi l g? L cng c kch thch tiu th ca ngi bn, bng cch tng thm gi tr s dng, hoc gim chi ph cho ngi mua (c tin hnh trong khong thi gian v th trng c th) nhm kch thch tc thi vic mua hay s dng sn phm. Khuyn mi thng c s dng phi hp vi qun co v giao tip bn hng. i tng ca khuyn mi l khch hng cui cng, ca khuyn mi l cc trung gian phn phi.

MC TIU CA KHUYN MI
1. 2. 3. 4. 5. 6. 7. Khuyn khch ngi tiu dng dng th sn phm mi; Khuyn khch mua tng s quen thuc hoc nhn thc v nhn hiu; Kch thch khch hng mua thm sn phm; Ko khch hng ra khi i th; Khuyn khch nh phn phi c ng cho cng ty; i ph p lc khuyn mi/ h gi ca i th cnh tranh; Thay i thi quen mua sm.

 C cc loi hnh khuyn mi no?

Khch hng c g khi mua hng khuyn mi?

C iM CA KHUYN MI
u im: 1. Thu ht s ch ; 2. p ng nhanh v d o lng; 3. i chng; 4. a dng. Khuyt im: 1. Tng chi ph; 2. Tc dng ngn hn; 3. D b i th cnh tranh bt chc; 4. Lm dng c th nh hng n hnh nh sn phm; 5. Khng to c s trung thnh di hn.

GIAO TiP BN HNG

L qu trnh doanh nghip s dng lc lng bn hng c chn lc v hun luyn chu o giao tip trc tip vi khch hng.

QU TRNH GIAO TiP BN HNG CHO CC T CHC Nhan dang khach hang tiem nang Chuan b tiep can Tiep can Gii thieu san pham X ly thac mac/ phan nan Ket thuc Theo doi sau ban

C iM CA GIAO TiP BN HNG

* u im: 1. Trc tip, 2 chiu; 2. Mang tnh k thut v ngh thut; 3. C sc thuyt phc ln; 4. Linh hot vi tng khch hng; 5. Hiu qu ngn hn v di hn; 6. Rt quan trng i vi nhng sn phm c k thut phc tp.

* Nhc im: 1. Tn km; 2. Uy tn ca cng ty d b nh hng; 3. Phi duy tr lin tc, thay i chm.

QUAN H CNG CHNG

Cng chng l g? L 1 nhm ngi c quan tm hay nh hng (trong hin ti hoc tim n) n kh nng cng ty t c nhng mc tiu ca mnh. Th no l quan h cng chng? L nhng n lc c ln k hoch v ko di lin tc thit lp v duy tr s tn nhim v hiu bit ln nhau gia mt t chc v cng chng.

QUAN H CNG CHNG

u im: 1. tin cy ca cc thng tin cao; 2. i chng; 3. Tip cn c nhng ngi c khuynh hng trnh qung co v khuyn mi. Khuyt im: 1. Tc dng chm v gin tip; 2. Lu di; 3. Kh o c hiu qu. HNH THC 1. Bo ch; 2. Radio, truyn hnh; 3. Bo tr cc s kin vn ha, th thao; 4. ng h Chnh ph; 5. Gp phn gio dc cng ng.