H v tn: Nguyn Tin Dng

MSSV: 20101283
Lp: K TH 4 K55
TIU LUN THI CUI K MN QUN L CNG NGHIP
Phn 1: Tm tt l thuyt cc vn c bn v tip th
Marketing l g?
- Marketing l mt qu trnh qun tr v x hi, qua m cc c nhn v tp th c
c nhng g h cn, h mun, thng qua vic to ra, v trao i nhng sn phm
cng nh gi tr vi nhng ngi khc
- Thut ng tip th khng bao hm ht ton b ni dung ca hot ng
marketing,em xin uc a ra quan im v tip th nh sau: Tip th l qu
trnh phn tch, nghin cu th trng, tm kim cc c hi, la chn cc cch thc
tip cn, xm nhp, pht trin th trng nhm t c cc mc tiu kinh doanh
ca doanh nghip ng thi p ng,tho mn nhu cu ca khch hng thng qua
vic cung ng hng ho v dch v.
Cc yu t trong marketing
- Nhu cu ca con ngi (needs) : l trng thi cm thy thiu thn, trng vng
- Mong mun (Wants) : l hnh thc ca nhu cu khi chng b nh hnh bi vn ha
v c tnh
- Lng Cu (Demands) : l mong mun c m bo bi kh nng thanh ton
- Sn phm (product): bt c th g c th a vo th trng tha mn cho nhu
cu hay mt c mun. V d: vt th, con ngi, tng, t chc,
- Sn phm hu hnh: l hng ha (Goods)
- Sn phm v hnh : l dch v (Services)
- Gi tr sn phm (t pha khch hng - Customer Value) : l tt c gi tr c c
khi s dng sn phm
- S hi lng (Customer Satifation) : l Gi tr nhn c so vi k vng v sn
phm
- Cht lng : l tc ng n sn phm t tc ng n s hi lng ca khch
hng
- Trao i (exchange) : l ly th mnh c i ly th mnh cn, mun.
- Giao dch (transaction): l thc hin hnh vi trao i vi nhng iu kin, thi
im v ni chn tha thun.
- Marketing quan h : l qu trnh xy dng, duy tr v tng cng s quan h vi
khch hng
- Ta c 7 nguyn tc c bn ca vic tip th cc mi quan h:
+ Hiu khch hng tim nng ca mnh
+ Th hin chuyn mn ca bn
+ i thoi vi khch hang
+ Cng c
+ Cung cp nhng dch v khch hng tt
+ Hng dn cho khch hng ca bn
+ Hy bn v ch xut nhng sn phm cht lng
Tip th trong kinh doanh
- i vi kinh doanh tip th ngi tiu dng l "qu trnh m cng ty to ra gi
tr cho khch hng v xy dng mi quan h khch hng mnh m, nm bt gi
tr t khch hng li" i vi doanh nghip kinh doanh tip th n ang to ra gi
tr, cc gii php, v cc mi quan h hoc ngn hn hoc di hn vi mt cng ty
hoc thng hiu. N to ra cc chin lc nn tng k thut bn hng, giao tip
kinh doanh, v pht trin kinh doanh. N l mt qu trnh tch hp thng qua cc
cng ty xy dng mi quan h khch hng mnh m v to ra gi tr cho khch
hng ca h v cho chnh mnh.
- Cc hnh thc tip th: Khuyn mi tch ly, tng tiu th, bn km, cc chng
trnh khuyn mi v gim gi
Tip th trong x hi
- Tip th x hi s dng cc k thut tip th thng mi tin tin gii quyt cc
vn x hi nhm thay i hnh vi ca cc i tng ch, qua phc li ca c
nhn v cng ng c ci thin. V vy tip th x hi cng tp trung vo khch
hng nhng tip th x hi nhm nng cao kin thc, thc y s thay i hnh vi
mi tch cc hn ch khng nhm mc ch thuyt phc h mua nhng sn phm
chng ta ang sn xut.
- Tip th x hi lun phi p ng tt yu t tip th thng mi gm 4 ch P theo
vit tt ca ting Anh: Product (Sn phm); Price (Gi c); Place (a im) v
Promotion (qung co/ xc tin), nhng bn cnh cn c thm 4 ch P rt quan
trng na l: Puplics (cng chng); Partnership (i tc); Policy (Chnh sch) v
Purse Strings (Chui ngn qu).-
- Ngay c khi kinh t xung dc, cc thng hiu cng cn c ngun qu d tr
phc v cho cc mc ch x hi
- Chung vai gp sc trong cc hot ng v li ch ca x hi
- Mc tiu u tin ca tip th x hi l khch hng tip th hng ti cng ng
khng v mc tiu bn sn phm l u tin m ly khch hng lm trng tm
=> Tip th x hi tc ng n hnh vi ca x hi m khng mang li li nhun
cho cc marketer, nhng mang li li nhun cho khch hng mc tiu v cho x
hi ni chung.
n tr rtting
- Qun tr Marketing l phn tch, lp k hoch, thc hin v kim tra vic thi hnh
cc bin php nhm thit lp, cng c, duy tr v pht trin nhng cuc trao i c
li vi nhng ngi mua c la chn t c nhng mc tiu c nh
ca doanh nghip.
- Qu trnh qun tr Marketing gm 5 bc:
1) Phn tch cc c hi marketing
2) Phn on v la chn th trng mc tiu
3) Thit lp chin lc marketing
4) Hoch nh chng trnh marketing
5) T chc thc hin v kim tra cc hot ng marketing
Ngoi ra cn c
+ Qun l thng tin chin dch tip th
+ Mi khch hng tham gia chin dch
+ Giao tip vi khch hng tham gia chin dch
Lp k hoch marketting
- Ni dung ch yu ca mt k hoch marketting
+ Phn tch tnh hung
+ Nhim v
+ Mc tiu
+ pht trin c hi
+ Th trng mc tiu
+ Cc chng trnh marketting
+ Ngn sch v thi gian thc hin
- ai tr ca vic lp k hoch
+ ng ph tt hn vi nhng tnh hung bt ng
+ nh hng cho ngi qun l cng nh nhn vin trong t chc
+ im thiu nhng lng ph v trng lp trong khu t chc
+ y dng cc mc tiu v cc tiu chun c s dng trong qu trnh kim tra
- Cc loi k hoch
+ Theo cp k hoch
+ Theo thi gian
+ Theo hnh thc th hin
- Mt k hocg marketting bao gm
1. Tm tt hot ng
2. Tnh hnh marketting hin i
3. phn tch c hi v vn
4. Cc mc tiu
5. Chin lc marketing
6. Chng trnh hnh ng
7. D tnh li l
8. Kim sot
- Cc yu t nh hng ti bn lp k hoch
+ S tham gia ca tt c cc thnh vin trong DN vo qu trnh lp k hoch
+ Phng php & quy trnh lp k hoch
+ Trnh ngi lp k hoch
+ Thng tin lp k hoch
T chc marketing
- Cc hnh thc t ch
+ T chc theo chc nng



+ T chc theo a l

+ T chc theo sn phm, nhn hiu

+ T chc theo th trng

+ T chc theo sn phm & th trng


Qu trnh thc hin marketing
- Cc bc thc hin
1. Trin khai chng trnh hnh ng
2. Xy dng cu trc t chc
3. Thit k h thng qut nh v tng thng
4. Pht trin ngun lc con ngi
5. Thit lp bu khng kh qun tr tt v nn vn ha ca Cng ty
- K nng thc hin marketing
+ nh gi cp vn
+ Phn pht
+ D on, pht hin vn
+ Phi hp
+ T chc
+ Gim st
Cc chnh sch marketing
- Chnh sch gi
Doanh nghip s nh gi sn phm mi ca mnh mc gi cao nht m th
trng c th chp nhn c tng khc th trng xc nh. Cch ny,
doanh nghip s thu ht c doanh s ti a nhng khc th trng khc
nhau. n khi vic tiu sn phm bt u gim th doanh nghip cng bt
u gim gi thu ht khch hng mi v ngn chn i th cnh tranh.
Chnh sch ny c bit thch hp vi cc sn phm mi v:
+ Trong giai on u ca chu k sng ca mt sn phm, gi c khng
phi l yu t quan trng nht.
+ Th trng s c phn nh theo thu nhp nh gi cao.
+ N c th l mt yu t bo v mt khi gi c xc nh sai.
+ i cao ban u s hn ch nhu cu mc sn xut ban u ca doanh
nghip.
- Chnh sch sn phm
L nhng g c th cung cp ra th trng nhm tha mn nhu cu ca th
trng gm c
+ Nhn hiu: L du hiu phn bit nhng sp v dch v cng loi ca
nhng c s sn xut khc nhau
+ ng i: L khong thi gian tn ti ca sn phm trn th trng k t
khi sn phm c thng mi ha n khi b loi b khi th trng
+ Cc chin lc
1. Chin lc SP hin hu TT hin hu
2. Chin lc SP mi TT hin hu
3. Chin lc SP hin hu TT mi
4. Chin lc SP mi TT mi
- Khi a sn phm ra th trng ta c cc loi sn phm
+ Sn phm hin thc
+ Sn phm mong i
+ Sn phm b sung
+ Sn phm tim nng
- Chnh sch phn phi
Chnh sch sn phm Chnh sch v sn phm l nn tng ca chnh sch
marketing hn hp, c xc nh da trn k hoch kinh doanh quy m ln
hn dnh cho sn phm mi v chin lc marketing tng th cho mi sn
phm ang c ca doanh nghip. Khi xem xt chnh sch sn phm, doanh
nghip cn quan tm n nhng vn sau:
1. Qun l cht lng tng hp
2. Pht trin nhn hiu v bao b sn phm:
3. Quyt nh la chn bao gi sn phm
4. Nhng yu t ca mt nhn hng tt
+ Tiu ch la chn knh phn phi
1. bao ph th trng.
2. Mc kim sot knh.
3. Yu cu v ti thiu ha chi ph phn phi.
4. Yu cu v tnh linh hot ca knh.
+ La chn thnh vin knh
1. Kh nng ti chnh, tn dng.
2. Dng sn phm.
3. Kh nng bn hng.
4. S thnh cng ca thnh vin.
5. tin cy, tn tui.
6. Th trng, th phn.
7. Kh nng qun l.
8. Quy m.
9. Quan im, thi .
- Cc bin php khuyn khch cc thnh vin hot ng
+ Chit khu cao, thng theo doanh s.
+ Thit lp mi quan h lu di vi cc thnh vin.
+ K hoch ha vic hot ng trong knh.
+ p dng pht, tr quyn li vi cc thnh vin km
- Cc phng php nh gi hot ng vi thnh vin knh
+ Doanh s t c.
+ Mc hng d tr
+ Mc cnh tranh
+ Mc tng trng
Xc tin bn hang
- Khi nin: Xc tin bn hng l tc ng vo tm l ca khch hng tip
cn, nm bt nhu cu ca khch hng v tm ra u nhc ca sn phm
- Chng trnh xc tin bn hng gm cc phn sau:
+ Hi ngh khch hng: Phn nh v u nhc ca sn phm, yu cu ca
ngi s dng.
+ Hi tho: Mi cc nh khoa hc v nhng khch hng ln li ko cng
chng n vi doanh nghip.
+ Tng qu: Thng l sn phm ang bn v s bn trn th trng.
+ Pht hnh ti liu: Cc ti liu qung co v doanh nghip catalo, p
phch, bin hiu...
+ Bn th cc mu hng: Cc li ch vt cht cp cho ngi mua phi mc
nui tic kch thch ham mun ca khch hng
- nh hng ti nn kinh t
+ To iu kin cho cc nghnh ngh cng pht trin.
+ Tng lng hng ha bn l.
+ Thc y kh nng xut khu
+ Thay i c cu mt hng xut nhp khu.
- i vi khch hng ta cn lm:
+ Mua th i vi nhng ngi mi
+ Khuyn khch ngi c mua nhiu hn.
+ Thu ht ngi c chy theo thng hiu.
- i vi ngi bn l ta cn lm cc vic sau
+ Thuyt phc ly mt hng mi
+ Khuyn khch tch tr hng.
+ B p vic xc tin cnh tranh.
+ Xy dng lng trung thnh ca khch hng.
+ Thm cc ca hng bn l
- i vi lc lng bn hng th ta phi lm
+ Khuyn khch h tr cho sn phm mi
+ Khuyn khch bn hng nhiu hn
+ Khuyn khch bn hng ma thp im
- Cc cng c xc tin bn hng:
+ Qung co: ta phi s dng gm cc phng tin truyn thong ngoi tri,
phng tin in t truyn thong v cc phng tin in n
Nghin cu v tip th
- nh ngha: Nghin cu tip th l mt n lc nhm thit lp k hoch
nghin cu, thu thp s liu phn tch v bo co cc s liu v khm ph
lin quann mt tnh hung m cng ty gp phi
- Quy trnh tip th gm
+ Xc nh mc tiu ca chin lc tip th: Mc tiu ca chin lc tip th
phi c xc nh trn c s mc tiu chung ca doanh nghip.
+ Phn tch mi trng bn ngoi doanh nghip: Mc ch ca vic phn
tch mi trng bn ngoi l gip cho doanh nghip nhn bit cc c hi
(Opportunities),nguy c (Threats)
+ Phn tch ni b doanh nghip(mi trng bn trong doanh nghip):
doanh nghip tm ra c nhng mt mnh (Strengths) v nhng im yu
(Weaknesses)
+ Xy dng chin lc tip th: T bc 2 v 3, doanh nghip p dng m
hnh ma trn SWOT ,t xy dng cc phng n chin lc.
+ La chn chin lc tip th: Trn c s cc phng n chin lc tip th
c xy dng, doanh nghip s tin hnh nh gi tng phng n chin
lc v la chn phng n chin lc tip th ti u.
- .Trin khai thc hin chin lc tip th
+ Cc bc cn thc hin trong vic trin khai thc hin chin lc tip th:
ra cc mc tiu thng nin, chnh sch.
Xy dng c cu b my thc hin.
Phn b cc ngun lc (nhn s, ti chnh,)
Tin hnh trin khai cc k hoch, chng trnh ra.
Mc tiu ca nghin cu tip th
- Nghin cu tip th nhm gii quyt mt vn c c th ha thnh mc
tiu nghin cu chung v nhng mc tiu nghin cu c th, phc v cho
nhng k hoch tip th trong tng lai.
- mc tiu chung: nhng kt qu m d n phi t c sau khi hon tt vic
nghin cu.
- mc tiu c th: nhng vn no cn phi hon tt trong tin trnh thc
hin d n.
Nhng ng dng ca nghin cu tip th
- Nghin cu tim nng th trng
- Nghin cu v sn phm
- Nghin cu v phn phi
- Nghin cu qung co
- Nghin cu d bo th trng









Phn 2: V d v ni dung l thuyt v r in qn im ca bn
thn