1. Quan im bn hng v quan im Marketing?

Cc quan im kinh doanh trong MKT c s pht trin qua 5 giai on:
- Quan im hon thin sn xut
- Quan im hon thin sn phm
- Quan im bn hng
- Quan im MKT
- Quan im MKT mang tnh o c x hi
So snh 2 quan im: quan im bn hng v quan im MKT
Quan im bn hng Quan im MKT
nh ngha NTD thng c sc v nu
khng c gii thiu hay
thuyt phc th t h s khng
mua, hoc t mua sn phm
Xc nh nhu cu v mong
mun ca cc th trng mc
tiu to s hi long, tha mn
1 cch mnh m v hiu qu
hn i th cnh tranh.
Xut pht im Doanh nghip ( nhu cu ca
ngi bn)
Th trng mc tiu (nhu cu
ca ngi mua)
i tng quan tm ch yu Hng ha Nhu cu ca khch hng mc
tiu
Phng tin t mc tiu N lc thng mi v phng
php kch thch
N lc tng hp ca MKT
Mc tiu cui cng Tng khi lng hng bn =>
tng li nhun
m bo tha mn nhu cu
NTD => tng li nhun
2. Nu nh ngha marketing ca AMA nm 1985 v ca Philip Kotler? So snh hai
nh ngha ny?
Theo AMA 1985: MKT l qu trnh ln k hoch, trin khai vic thc hin k hoch, xc nh
sn phm; gi c; xc tin, truyn b tng; phn phi hng ha, cung cp dch v hng ti
trao i nhm tha mn cc mc tiu ca c nhn v t chc.
Theo Philip Kotler: MKT l mt dng hot ng ca con ngi nhm tha mn cc nhu cu v
mong mun thng qua trao i.
So snh 2 nh ngha
3. Nu bn cht ca marketing? Ly v d minh ha thc t.
Bn cht ca MKT:
a) L mt qu trnh c im bt u nhng khng c im kt thc. MKT bt u khi xut
hin nhu cu v trao i. V mc tiu ca MKT l nhm tha mn nhu cu ca nhu cu v
mong mun ca con ngi, m nhu cu ca con ngi khng bao gi kt thc, nn MKT cng
khng c im kt thc.
b) L s tc ng tng h gia 2 mt ca 1 qu trnh thng nht. Mt mt, nghin cu
thn trng, ton din nhu cu, th hiu ca ngi tiu dng, nh hng sn xut nhm p ng
nhu cu . Mt khc, tc ng tch cc n th trng, n nhu cu hin ti v tim tang ca
NTD.
V d minh ha thc t:
4. Trnh by th bc nhu cu theo quan im ca Maslow?
M hnh thp nhu cu ca Maslow:
-Tm sinh l (i, kht)
-An ton (an ton, c bo v)
-Tnh cm x hi ( nhu cu tnh cm, tnh yu)
-Tn trng (t tn trng, c cng nhn, c a v)
-T khng nh (t pht trin v th hin mi tim nng)
5. Phn bit v ly v d v Nhu cu, c mun, Lng cu?
Cc khi nim c bn trong MKT:
Nhu cu c mun Lng cu Sn phm Trao i Giao dch Th trng
a) Nhu cu: cm gic thiu ht 1 ci g m con ngi cm nhn c (Philip Kotler).
Cc th bc nhu cu c Maslow phn chia lm 5 mc .
b) c mun: l mt nhu cu c dng c th, tng ng vi trnh vn ha v nhn
cch c th (Philip Kotler).
c) Lng cu: l c mun b gii hn bi kh nng thanh ton.
V d:
6. Tm tt cc chc nng ca marketing?
MKT c 4 chc nng chnh:
a) Nghin cu tng hp th trng pht hin ra nhu cu hin ti v tim tang ca th
trng, trin vng pht trin ca th trng.
b) Hoch nh chnh sach kinh doanh ca doanh nghip : chnh sch sn phm, gi, phn
phi v xc tin h tr kinh doanh.
c) T chc thc hin chin lc: t chc hot ng nghin cu khoa hc nhm to ra nhng
mu m sn phm mi. Sn xut cc sn phm p ng nhu cu ngi tiu dng. T
chc v hon thin h thng phn phi cc sn phm.
d) Kim tra, nh gi, hiu chnh.

7. Marketing mix l g? Ly v d?
Marketing mix l s kt hp c th cc thnh phn c bn ca Marketing nhm t c
nhng mc tiu c t ra v p ng c i hi ca th trng mc tiu (gio trnh
Marketing l thuyt).
Marketing mix l s kt hp cc cng c marketing chin thut, kim sot c to ra
cc phn ng mong mun trong th trng mc tiu (Philip Kotler).
V d:
i vi hng ha dch v c th, doanh nghip phi xc nh xem s thm nhp th trng
vi mc cht lng ra sao, khi lng bn l bao nhiu, trnh ci tin sn phm ca
doanh nghip, loi bao b (product);
xc nh mc gi chung, mi quan h gia cht lng v gi, mi tng quan gia qung
co v gi,(price);
xc tin v h tr kinh doanh, la chn cc cng c thc hin (qung co, bn hng
khuyn mi), quyt nh la chn phng tin thng tin i chng (bo, truyn hnh, i pht
thanh,..), khi lng v hnh thc qung co,..(promotion);
Cch thc phn phi hng bn v la chn a im bn hng: phn phi trc tip hay
thng qua trung gian, th trng thnh th, nng thng,.. ph hp vi cht lng v gi c sn
phm (place).
8. Trnh by nh ngha Khch hng, s tha mn khch hng ?
Khch hng : l ngi c nhu cu, c kh nng thanh ton v sn sng tha mn nhu cu
thng qua trao i.
S tha mn ca khch hng : l c p ng v tha mn tt nht cc nhu cu ca h.
9. Trnh by trit l marketing hng ni v cc quan im kinh doanh theo trit l
ny?
Trit l Marketing hng ni (quan im sn xut) : S thnh cng hay tht bi ca doanh
nghip ph thuc vo cc yu t ni ti ca doanh nghip. Nhn s vt vi nhn quan tnh ti,
nu mt t chc ti u th s lun t kt qu ti u.
- Doanh nghip coi mnh l trung tm
- Cc nh k thut c vai tr quyt inh
- M hnh t chc hnh thp
- Nhn s vt vi nhn quan tnh ti
u im : tnh chuyn mn ha cao ; vn bn ha cc nguyn tc, quyt nh
Nhc im :quyn lc tp trung to ngn cch gia nhng ngi suy ngh v nhng ngi
hnh ng thun ty ; khng thch ng nhanh vi tnh hnh th trng bin i.
10. Trnh by trit l marketing hng ni v cc quan im kinh doanh theo trit l
ny?
Trit l Marketing hng ngoi (quan im marketing) : Hot ng ca DN lun hng ra bn
ngoi, giao tip vi mi trng, lun bit thch ng vi thay i ca mi trng. Mu cht ca
n l lun hng v pha NTD.
- Hot ng hng ra bn ngoi
- Mang hng phi tp trung, theo nguyn tc phn quyn
- Lun thch ng vi thay i ca mi trng kinh doanh
Cn phi c s sng to, mm do, nng ng v linh hot nhm p ng tt nhng nhu cu
lun thay i ca khch hng.
Bit lng nghe khch hng, hiu h, hiu nhu cu ca h v cung ng nhng sn phm ph hp
vi mong mun ca h.
11. Phn bit marketing truyn thng v marketing hin i ?
Marketing truyn thng Marketing hin i
Ni dung thut ng C tnh cht chc nng tiu
th
Mang tnh cht trit l kinh
doanh
Thi gian u th k 20 => nhng nm
1950
u nhng nm 1960
Mc tiu Tiu th bt k loi sn phm
no m DN c kh nng sn
xut
Pht hin nhu cu cha c
p ng v nh hng sn
xut vo vic p ng nhng
nhu cu
Khi th trng bo ha =>
mt cn i cung cu =>
khng hong tha
Xy dng da trn c s nhu
cu NTD, ch khng phi l
kh nng sn xut
Thay v tm mt th trng tiu th mt sn phm, by gi phi l to ra mt sn phm cho
mt th trng c nghin cu trc. l qu trnh pht trin t Marketing truyn thng
n Marketing hin i.
12. Trnh by cc mc tiu c bn ca hot ng marketing trong doanh nghip ?
Cc mc tiu c bn ca hot ng Marketing trong DN :
a) Li nhun
Thc o hiu qu ca DN
To ra bng cch tha mn nhu cu ca NTD
b) Li th cnh tranh
c to ra trn c s bit mnh, bit ngi, bit pht huy im mnh ca mnh
c) An ton trong kinh doanh
MKT gip doanh nghip phn tch v phn on nhng bin ng ca th trng
Nm bt c hi, hn ch ri ro.
Hn ch ri ro nh vic a dng ha sn phm hay a dng ha th trng.
13. Nu bn cht ca Marketing quc t?
Nm bn cht MKT quc t :
- Tm nhu cu v tha mn tt nht nhu cu tt nht nhu cu ca NTD nc ngoi
- y mnh tiu th sn phm bng con ng xut khu
- Mi trng hot ng m rng v phc tp trn nhng cp khc nhau
- Doanh nghip ng vai tr l nh xut khu, nh kinh doanh quc t, nh u t
quc t, hay cng ty quc t, cng ty ton cu.
14. Trnh by cc yu t thc y s ra i ca marketing quc t? Ly v d minh
ha tng yu t?
***Bi cnh ra i MKT quc t :
- Thnh tu ca cch mng khoa hc k thut ln th 2
- Hng ro bo h sn xut ni a ca cc quc gia trn th gii
- S ra i ca cc cng ty xuyn quc gia
15. Mi trng marketing l g ? Lit k cc yu t mi trng marketing ?
Mi trng MKT l tp hp cc yu t c th nh hng n hot ng kinh doanh ca DN
trn th trng.
Cc yu t mi trng MKT :
a) Cc yu t mi trng bn trong DN :
- Mi trng ti chnh doanh nghip
- Mi trng nhn s
- Mi trng cng ngh
- Mi trng vn ha doanh nghip
b) Cc yu t mi trng bn ngoi DN :
- Kinh t
- Nhn khu hc
- T nhin
- Vn ha
- Chnh tr lut php
- Cng ngh
- Cnh tranh
*** : cn c vo phm vi tc ng : mi trng vi m v mi trng v m
Cn c vo kh nng kim sot ca DN : mi trng quc gia v mi trng quc t
16. ngha ca vic nghin cu mi trng marketing ?
Do c tc ng n qu trnh hot ng ca DN nn vic nghin cu mi trng l rt cn
thit i vi bt k mt DN no. Khc vi t chc xh khc, hot ng ca DN, xt trn tng
th kinh t quc gia, khng mang tnh c lp. Mi mt DN l mt khu, mt mt xch trong h
thng sn xut x hi nht nh. Ranh gii v mi quan h gia DN vi mi trng rt linh
hot theo m hnh h thng m. Cc DN s dng, thu ht cc ngun lc bn ngoi vi t cch
l cc yu t ni ti ca DN, to ra sn phm u ra tha mn nhu cu ca ton x hi.
S tc ng v lin kt ca cc yu t mi trng bn trong v bn ngoi mi DN khng
ging nhau. Mt khc, cc yu t mi trng bn ngoi lun vn ng, thay i lm cho s cn
bng gia cc yu t bn trong v bn ngoi DN lun b ph v. iu i hi cc DN phi
lun theo st s bin ng ca cc yu t mi trng to nhng cn bng mi.
Nu doanh nghip khng t c nhng cn bng ph hp gia cc yu t mi trng
bn trong v bn ngoi th hiu qu hot ng kinh doanh ca DN hoc khng c hoc rt thp
dn n s tn ti ca DN khng chc chn v khng mang tnh di hn.
Tm li, vic nghin cu mi trng MKT l rt cn thit v gi vai tr quan trng vi
hot ng kinh doanh, xy dng chin lc, thit lp mc tiu kinh doanh v kh nng t
c hiu qu kinh doanh cao ca cc DN.
17. Trnh by cc yu t mi trng doanh nghip c kh nng kim sot?
Cc yu t mi trng DN c kh nng kim sot l cc yu t mi trng bn trong doanh
nghip :
a) Mi trng ti chnh doanh nghip
Vn : tin ca ton b ti sn doanh nghip dng trong kinh doanh, bao gm : ti sn bng hin
vt, bng tin, bn quyn s hu, bng pht minh sng ch, b quyt k thut. Phn chia thnh
hai b phn : vn c nh v vn lu ng.
Ngun vn trong kinh doanh : chia lm vn ch s hu v n phi tr.
T chc huy ng v s dng vn : chng c mi quan h cht ch vi nhau. C t chc y
v kp thi vn th qu trnh kinh doanh mi din ra lin tc v thun li. Ngc li, c s
dng vn hiu qu th vic cung ng vn sn xut kinh doanh mi tr thnh mt vn quan
trng hng u ca DN.
b) Mi trng nhn s
Cc yu t v c cu nhn s : tng s cn b ; t l cn b theo tui, gii tnh, trnh hc
vn ; ch i ng ngi lao ng ; chnh sch lng thng ; ngn sch cho hot ng o
to v ti o to ngi lao ng.
Chin lc pht trin nhn s : chin lc tuyn dng ngun nhn lc, chin lc xy dng v
pht trin nhn s.
c) Mi trng cng ngh :
Cng ngh c hiu theo ngha rng ch khng ch hiu cng ngh l dy chuyn sn xut,
my mc thit b. Trong phm vi ca n, cng ngh cn bao gm c con ngi. Do chin
lc nng cp cng ngh mi ca DN phi i lin vi cc chin lc v con ngi, chin lc
o to v ti o to ngi lao ng.
- S lng bng pht minh sng ch, cc b quyt k thut m DN l ch s hu
- Trnh cng ngh DN ang p dng
- Cc chin lc pht trin cng ngh ca cng ty trong thi gian ti
- Nng lc ca DN trong hot ng R&D
- Ngn sch DN dnh cho R&D
- Hot ng xut nhp khu cng ngh hng nm
- Quy trnh hot ng ca DN
d) Mi trng vn ha doanh nghip
Vn ha DN l s kt hp ca vn ha bn trong v bn ngoi. Cc yu t hnh thnh vn ha
DN : vai tr ca ngi lnh o, ngn ng, mc thng nht gia cc b phn trong DN, gi
tr nim tin ca c nhn trong DN i vi DN,
18. Trnh by cc yu t mi trng doanh nghip khng c kh nng kim sot ?
Cc yu t thuc mi trng bn ngoi DN khng c kh nng kim sot (7 yu t) :
- Mi trng kinh t
- Mi trng chnh tr - php lut
- Mi trng t nhin (a l kh hu)
- Mi trng nhn khu hc
- Mi trng vn ha x hi
- Mi trng cng ngh
- Mi trng cnh tranh
19. Trnh by mi quan h gia mi trng bn trong v mi trng bn ngoi ?
Qu trnh hot ng ca DN trn th trng cng l qu trnh tng tc ca cc yu t thuc hai
mi trng. Mc thnh cng hay tht bi ca DN ty thuc rt nhiu vo vic DN c theo
st th trng, thu thp cc thng tin phn hi t th trng iu tit cc yu t thuc mi
trng bn trong cho thch ng vi nhng yu t khch quan khng kim sot c mi trng
bn ngoi hay khng ?






20. Phn tch m hnh 5 p lc cnh tranh ca Michael Porter ?
Mi trng bn trong:
Cc nhn t c th
kim sot c
Mc thnh cng
(tht bi) ca DN
trong vic t mc
tiu kinh doanh
Mi trng bn ngoi:
Cc nhn t khng th
kim sot c


a) p lc cnh tranh ca nh cung cp
S lng v quy m nh cung cp: S lng nh cung cp s quyt nh n p lc cnh tranh,
quyn lc m phn ca h i vi ngnh, doanh nghip. Nu trn th trng ch c mt vi
nh cung cp c quy m ln s to p lc cnh tranh, nh hng ti ton b hot ng sn xut
kinh doanh ca ngnh.
Kh nng thay th sn phm ca nh cung cp : Trong vn ny ta nghin cu kh nng thay
th nhng nguyn liu u vo do cc nh cung cp v chi ph chuyn i nh cung cp
(Switching Cost).
Thng tin v nh cung cp : Trong thi i hin ti thng tin lun l nhn t thc y s pht
trin ca thng mi, thng tin v nh cung cp c nh hng ln ti vic la chn nh cung
cp u vo cho doanh nghip.
Hin nay trn th trng ch c 2 nh cung cp chip ( B vi x l -CPU) cho my tnh l AMD
v Intel. Tt c cc my tnh bn ra trn th gii u s dng b vi x l ca hai hng ny
chnh v quyn lc m phn ca Intel v AMD vi cc doanh nghip sn xut my tnh l rt
ln.
b) p lc cnh tranh t khch hng
Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut
kinh doanh ca ngnh.
Khch hng c phn lm 2 nhm:
+Khch hng l
+Nh phn phi
C hai nhm u gy p lc vi doanh nghip v gi c, cht lng sn phm, dch v i km
v chnh h l ngi iu khin cnh tranh trong ngnh thng qua quyt nh mua hng.
Tng t nh p lc t pha nh cung cp ta xem xt cc tc ng n p lc cnh tranh t
khch hng i vi ngnh
+ Quy m
+Tm quan trng
+Chi ph chuyn i khch hng
+Thng tin khch hng
(c bit khi phn tch nh phn phi ta phi ch tm quan trng ca h, h c th trc tip
i su vo uy hip ngay trong ni b ca doanh nghip.
Wal- Mart l nh phn phi ln c tm nh hng ton th gii, h thng phn phi ca Wal
mart c th nh hng ti nhiu ngnh hng nh thc phm, hng in t , cc hng hng ha
tiu dng hng ngy. Wal Mart c quyn lc m phn vi cc doanh nghip khc v gi
c, cht lng sn phm cng nh cc chnh sch marketing khi a hng vo trong h thng
ca mnh.)
c) p lc cnh tranh t i th tim n
Theo M-Porter, i th tim n l cc doanh nghip hin cha c mt trn trong ngnh nhng
c th nh hng ti ngnh trong tng lai. i th tim n nhiu hay t, p lc ca h ti
ngnh mnh hay yu s ph thuc vo cc yu t sau
+ Sc hp dn ca ngnh: Yu t ny c th hin qua cc ch tiu nh t sut sinh li, s
lng khch hng, s lng doanh nghip trong ngnh.
+Nhng ro cn gia nhp ngnh : l nhng yu t lm cho vic gia nhp vo mt ngnh kh
khn v tn km hn .
Khng ai c th lng c vic Apple s cho ra i my nghe nhc Ipod nh bi ngi hng
v cng ngh mutilmedia nh Sony. R rng sc hp dn ca cu cc thit b nghe nhc a
Ipod tr thnh sn phm cng ngh c a chung nht. Chnh Sony t lm cc ro cn v
cng ngh, thng hiu ca mnh gim st bng vic qu ch trng vo pht trin theo chiu
rng nhiu ngnh ngi t hon Apple thm nhp v kim sot ton b th trng, bin li th
cnh tranh ca Sony tr thnh gnh nng cho chnh h.
d) p lc cnh tranh t sn phm thay th
Sn phm v dch v thay th l nhng sn phm, dch v c th tha mn nhu cu tng
ng vi cc sn phm dch v trong ngnh.
Tnh bt ng, kh d on ca sn phm thay th : Ngay c trong ni b ngnh vi s pht
trin ca cng ngh cng c th to ra sn phm thay th cho ngnh mnh. in thoi di ng
chnh l sn phm thay th cho in thoi c nh v sp ti l VOIP s thay th cho c hai sn
phm c.
Chi ph chuyn i: Chng ta bit cc phn mm m ngun m nh Linux hay nh Vit
Nam l Viet Key Linux gi thnh rt r thm ch l min ph nhng rt t ngi s dng v chi
ph chuyn i t h iu hnh Window v cc ng dng trong n sang mt h iu hnh khc
l rt cao v c th nh hng n hot ng, cc cng vic trn my tnh.
e) p lc cnh tranh ni b ngnh
Cc doanh nghip ang kinh doanh trong ngnh s cnh tranh trc tip vi nhau to ra sc p
tr li ln ngnh to nn mt cng cnh tranh. Trong mt ngnh cc yu t sau s lm gia
tng sc p cnh tranh trn cc i th
+ Tnh trng ngnh : Nhu cu, tc tng trng ,s lng i th cnh tranh...
+ Cu trc ca ngnh : Ngnh tp trung hay phn tn
+ Cc ro cn rt lui (Exit Barries) : Ging nh cc ro cn gia nhp ngnh, ro cn rt lui l
cc yu t khin cho vic rt lui khi ngnh ca doanh nghip tr nn kh khn.
Th trng cung cp dch v vin thng di ng Vit Nam hin nay c rt nhiu nh cung
cp nhng quyn lc chi phi th trng vn nm trong tay 3 nh cung cp dch v vin thng
l Vina Phone , Mobifone v Viettel.. Nhu cu s dng dch v ca Vit Nam tng khong 5-
10%/ nm, doanh thu, li nhun ca cc nh cung cp cng tng vi con s tng ng. Mc
d cho cc ro cn gia nhp ngnh, ro cn rt lui .... l cao, p lc t khch hng khng ng
k nhng ang c rt nhiu doanh nghip chun b gia nhp vo th trng . Mt iu ng
mng hn na l s ra i ca ngnh dch v km theo dch vu vin thng nh : Cc tng i
gii tr, c cc, cc dch v khc m in hnh gn y l xem gi chng khon qua mng di
ng. Vi xu hng ny sc cnh tranh trong ni b ngnh s ngy cng gia tng v lc
ngi tiu dng s ngy cng c tn trng hn.
21. Phn tch SWOT l g ? ngha ca phn tch SWOT trong vic xc nh chin
lc Marketing ca doanh nghip ?

Strengths: Li th ca mnh l g? Cng vic no mnh lm tt nht? Ngun lc no mnh cn,
c th s dng? u th m ngi khc thy c mnh l g? Phi xem xt vn t trn
phng din bn thn v ca ngi khc. Cn thc t ch khng khim tn. Cc u th thng
c hnh thnh khi so snh vi i th cnh tranh. Chng hn, nu tt c cc i th cnh
tranh u cung cp cc sn phm cht lng cao th mt quy trh sn xut vi cht lng nh
vy khng phi l u th m l iu cn thit phi c tn ti trn th trng.
Weaknesses: C th ci thin iu g? Cng vic no mnh lm ti nht? Cn trnh lm g?
Phi xem xt vn trn c s bn trong v c bn ngoi. Ngi khc c th nhn thy yu
im m bn thn mnh khng thy. V sao i th cnh tranh c th lm tt hn mnh? Lc
ny phi nhn nh mt cch thc t v i mt vi s tht.
Opportunities: C hi tt ang u? Xu hng ng quan tm no mnh bit? C hi c
th xut pht t s thay i cng ngh v th trng d l quc t hay trong phm vi hp, t s
thay i trong chnh sch ca nh nc c lin quan ti lnh v hot ng cuat cng ty, t s
thay i khun mu x hi, cu trc dn s hay cu trc thi trang..., t cc s kin din ra
trong khu vc. Phng thc tm kim hu ch nht l r sot li cc u th ca mnh v t t
cu hi liu cc u th y c m ra c hi mi no khng. Cng c th lm ngc li, r sot
cc yu im ca mnh v t t cu hi liu c c hi no xut hin nu loi b c chng.
Threats: Nhng tr ngi ang phi? Cc i th cnh tranh ang lm g? Nhng i hi c
th v cng vic, v sn phm hay dch v c thay i g khng? Thay i cng ngh c nguy
c g vi cng ty hay khng? C vn g v n qu hn hay dng tin? Liu c yu im no
ang e do cng ty? Cc phn tch ny thng gip tm ra nhng vic cn phi lm v bin
yu im thnh trin vng.
M hnh phn tch SWOT thch hp cho vic nh gi hin trng ca cng ty thng qua vic
phn tch tinh hnh bn trong (Strengths v Weaknesses) v bn ngoi (Opportunities v
Threats) cng ty. SWOT thc hin lc thng tin theo mt trt t d hiu v d x l hn.

***M hnh SWOT thng a ra 4 chin lc c bn (Ma trn TOWS 2 ct 2 hng). Ma trn
ny dng xc nh chin lc cn thc hin nhm ti a ha li ch v ti thiu ha tn tht.

(1) SO (Strengths - Opportunities): cc chin lc da trn u th ca cng ty tn dng cc
c hi th trng.
(2) WO (Weaks - Opportunities): cc chin lc da trn kh nng vt qua cc yu im ca
cng ty tn dng c hi th trng.
(3) ST (Strengths - Threats): cc chin lc da trn u th ca ca cng ty trnh cc nguy
c ca th trng.
(4) WT (Weaks - Threats): cc chin lc da trn kh nng vt qua hoc hn ch ti a cc
yu im ca cng ty trnh cc nguy c ca th trng.
22. Trnh by quy trnh ra quyt nh mua hng ca khch hng l c nhn ? Nu
ngha ca quy trnh ?
Quy trnh ra quyt nh mua hng ca c nhn gm 5 bc:
a) Xut hin nhu cu
Nhng nhu cu no pht sinh.
Ci g lm cho nhu cu xut hin.
Chng hng con ngi n sn phm nh th no
b) Tm kim thng tin
Cc ngun thng tin:
- Ngun thng tin kinh nghim thc t: cm nhn bng gic quan, s dng hng ha
- Ngun thng tin c nhn: gia nh, bn b,
- Ngun thng tin ph thng: sch bo, internet,
- Ngun thng tin thng mi: qung co, bao b sn phm, hi ch, thng mi
c) nh gi cc phng n
Cc thuc tnh ca hng ha (v d thuc tnh ca tivi l m thanh, mu sc, nt, nh sng,..)
NTD s nh gi mc quan trng ca tng thuc tnh i vi h.
Nim tin ca NTD da vo nhn hiu hng ha: da trn s nh gi cc thuc tnh theo mc
.
d) Quyt nh mua
Nhng nh hng n quyt nh mua: thi ca ngi khc, cc yu t bt ng,
Marketer cn lm cho qu trnh t xut hin nh mua hng ti quyt nh mua hng din ra
nhanh chng.
*** Hnh ng mua
e) Hnh vi sau mua hng
Hi lng hay khng hi lng. Nu khch hng hi lng th s c nhng nhn xt tt vi ngi
xung quanh v s mua nhiu hn thng xuyn hn. Ngc li, s c nhng nhn xt khng tt
vi ngi xung quanh, khng s dng hoc tr li sn phm v s khng tiu dng trong tng
lai.
ngha ca quy trnh: gip cho ngi lm MKT bit pht hin hon cnh lm pht sinh nhu
cu ca con ngi, tc ng ti NTD lm thay i phng n la chn sn phm ca NTD nh
cc phng thc h tr, xc tin bn hng, c nhng bin php tch cc lm cho qu trnh t
quyt nh mua hng ti hnh ng mua din ra nhanh chng thun tin, to thi tch cc
i vi nhng ngi tiu dng hng ha.
23. Trnh by quy trnh ra quyt nh mua hng ca khch hng l t chc ? Nu
ngha ca quy trnh ?
8 bc ca quy trnh ra quyt nh mua hng ca khch hng l t chc:
- thc v nhu cu
- M t khi qut nhu cu
- nh gi sn phm
- Tm hiu nhng ngi cung cp
- Yu cu cho hng
- La chn ngi cung cp
- Lm cc th tc t hng
- nh gi cng vic ca ngi cung ng
ngha ca quy trnh?
24. Trnh by cc yu t nh hng n quyt nh mua hng ca khch hng l c
nhn ?
4 yu t nh hng n quyt nh mua hng ca khch hng l c nhn:
Nhm yu t vn ha: l nn tng ca nhu cu v hnh vi con ngi, c nh hng su rng
nht n hnh vi mua sm ca NTD.
Nhm yu t x hi: NTD c phn theo cc nhm tham vn x hi (gia nh, bn b, ng
nghip, tn gio,), cc nhm x hi hnh thnh li sng v hnh vi, nh hng n thi v
nhn thc c nhn, gy ra p lc c nhn tng thch vi nhng c im chung.
Nhm yu t c nhn: c nh hng nht nh ti hnh vi NTD (tui, ngh nghip, iu kin
kinh t, li sng, o c c nhn,).
Nhm yu t tm l: ng lc (xut pht t nhu cu c nhn), nhn thc (qu trnh chn lc,
sp xp v din gii cc thng tin c c), hc hi (thay i hnh vi t kinh nghim), nim tin
v thi (hnh thnh t qu trnh hc hi).
25. Trnh by cc yu t nh hng n quyt nh mua hng ca khch hng l t
chc ?
4 yu t nh hng n quyt nh mua hng ca khch hng l t chc:
Mi trng xung quanh: tnh trng kinh t hin ti v tng lai, cc s kin chnh tr, tin b
khoa hc k thut, hot ng ca i th cnh tranh.
c im ca t chc: mi t chc u c mc tiu, phng php ring, c cu v h thng t
chc ring (ai quyt nh mua, phng php nh gi).
Tng tc c nhn: c im t chc v cc quan h c nhn ca ngi ra quyt nh mua
hng.
C nhn: c im c nhn ca ngi ra quyt nh mua hng.
26. Th trng l g ? Nghin cu th trng l g ? Trnh by cc ni dung nghin cu
th trng ?
Th trng:
- Theo quan im truyn thng: l ni din ra trao i, l ni tin hnh cc hot ng mua
bn.
- Theo Philip Kotler: l tp hp nhng ngi mua sn phm ca DN, gm nhng ngi
mua hin ti v nhng ngi mua tim nng.
- i vi DN, di gc nhn MKT: l ni c nhng nhu cu cn c p ng.
Nghin cu th trng l vic tp hp, thu thp v phn tch d liu v th trng, con ngi,
knh phn phi cung cp nhng thng tin hu ch trong vic a ra cc quyt nh MKT.
Cc ni dung nghin cu th trng:
a) Nghin cu khch hng
- Xc nh khch hng
- Nhng yu t nh hng n vic quyt nh mua hng
- Phn tch cc thi quen mua hng
b) Nghin cu hng ha
- Cht lng hng ha
- Nng lc cnh tranh ca hng ha
- Phm vi s dng hng ha
c) Xc nh quy m v c tnh th trng
- Xc nh quy m ca th trng
- c im ca th trng ngi tiu dng v th trng DN

27. Thng tin s cp v thng tin th cp l g ? So snh thng tin s cp v thng tin
th cp ?
Thng tin s cp Thng tin th cp
nh ngha L nhng thng tin thu thp gii quyt
nhng vn nghin cu hoc cu hi c
th.
L nhng thng tin c
xut bn di dng cc n
phm khc nhua v c DN
thu thp sm hn, nhm mc
ch c th khc vi nhng mc
ch lin quan n cc vn
nghin cu.
u im -Vic thu thp ph hp mc ch nghin cu.
-Phng php thu thp thng tin c kim
sot v r rng i vi DN.
-KQ d hiu v thch hp, c th gi b mt
-Khng c s mu thun s liu, tin cy
-t tn km, thng t cc xut
bn phm.
-C th thu thp nhanh chng.
-C th thu c t nhiu
ngun, gip pht hin cc quan
nh mong mun
-Gii p c vn m TTTC khng gii
p c.
im khc nhau so snh
thng tin.
Nhc im -Tn thi gian, chi ph ln.
-Khng thu thp c thng tin nh thng
k.
-Cch tip cn ca DN c hn ch.
-DN khng c kh nng thu thp TTSC.
-Nhiu khi thng tin khng ph
hp do tnh cht qu chung.
-Thng tin c th lc hu.
-C th c mu thun trong cc
t liu.

28. Trnh by cc phng php thu thp thng tin s cp ?
4 phng php chnh thu thp thng tin s cp:
Thm d kin: thu thp mt cch c h thng nhng thng tin t nhng i tng c iu
tra bng cch tip cn vi h trc tip, qua in thoi, qua th bu in. Thng s dng bng
cu hi. Khi lp xong b cu hi phi kim tra li xem c t yu cu khng.
Phng php quan st: n hin trng quan st bng mt hay cc thit b ring, khng tip
xc vi ngi tiu dng (V d: lng l quan st hnh vi, thi ca ngi mua hng ti ca
hng.). Phng php ny cho php ngi ta phn tch v khng nh hnh vi trong tnh hung
thc t. Nhc im l c khi khng xc nh c thi hay hnh vi ca ngi mua hoc
ngi iu tra l gii hnh vi theo cch ch quan, dn n sai lm.
Phng php thc nghim: thay i mt vi yu t no (c th kim sot c) cn cc yu
t khc th gi nguyn. Sau a ra th nghim xem kt qu so snh vi khi cha thay
i.
Phng php m phng: xy dng cc m hnh nh my tnh in t. S dng cc yu t kim
sot c v khng kim sot c m DN c th gp phi, sau , to ra nhiu phng n
phi hp khc nhau nh gi nh hng ca nhn t i vi chin lc Marketing ca
DN. Phng php ny khng i hi c s hp tc ca NTD, nhng phc tp, kh p dng v
ty thuc vo nhng yu t a vo m hnh.
29. Nu cc bc ca quy trnh nghin cu th trng ? Phn tch c th mt trong cc
bc ?
6 bc ca quy trnh nghin cu th trng:
1) Xc inh vn nghin cu
Xc nh r i tng nghin cu, thiu iu ny c th s thu thp nhng thng tin khng cn
thit, tn km v chng s i n sai lm. Xc nh r vn nghin cu s gip cho vic thu
thp v phn tch nhng thng tin c th, cn thit cho vic a ra nhng quyt nh.
2) Lp k hoch nghin cu
3) Thu thp thng tin
4) X l thng tin
5) Bo co kt qu nghin cu
6) Ra quyt nh marketing
30. Lit k cc ni dung nghin cu th trng trong marketing quc t?
a) Nghin cu tng th
-Phn tch PESTEL (chnh tr (political factors), kinh t (economics factors), x hi (social
factors), cng ngh (technological factors), mi trng (environmental factors) v lut php
(legislative factors)).
Tm ra cc yu t nh hng, xc nh cc thng tin tc ng n yu t v rt ra kt
lun.
-Ngun thng tin, CSDL: vnex.com, ttnn.com.vn, intracen.org, viettrade.gov.vn, trade map,
investment map, market access map (i vi th trng nc ngoi).
-Cch thc la chn th trng nh hng: cn c vo quy m, tc tng trng v ch s
hp dn ca th trng (GRDI), iu kin c s h tng (giao thng, cng ngh, thu t ai)
b) Nghin cu chi tit th trng
-Nghin cu sn phm: Cht lng sn phm, phm vi s dng sn phm (th hin nhiu
cng dng khc nhau ca sn phm), nng lc cnh tranh ca sp (dch v i km, iu kin s
dng,)
-H thng phn phi: nghin cu mng li phn phi i vi sn phm tng t (nu c), cc
trung gian phn phi, xc nh chin lc phn phi m i th ang s dng.
-Nghin cu i tc: Tm hiu cc i tc truyn thng, cc i tc chin lc, vn chuyn v
t la chn i tc ph hp.
-Nghin cu i th cnh tranh: xc nh mc tiu, chin lc, im mnh, im yu ca i
th cnh tranh, nh gi phn ng ca i th, thit k h thng thng tin tnh bo, la chn i
th cnh tranh tn cng hay n trnh.
-Cung cu th trng: xc nh quy m th trng
(dung lng th trng: DLTT = (Sn xut + Tk u k TK cui k) + NK XK)
c tnh lng cung ca th trng, ca DN v d bo xu hng gi trn th trng.
c) Nghin cu cc ro cn mi trng ( mi trng quc t)
- Khong cch v a l
- Khc bit v th ch, php lut
- Tp qun v thi quen trong kinh doanh
- Ro cn v tm l, giao tip
- Thi , thin ch, mi quan tm ca ngi tr li
- Bt ng v ngn ng, vn ha
- Vn nhn lc
- Chi ph thc hin
- chnh xc v tin cy ca cc kt qu nghin cu th trng
31. Phn on th trng l g? Cc tiu thc phn on th trng tiu dng?
Phn on th trng l qu trnh phn chia th trng tng th thnh cc nhm nh hn trn c
s nhng im khc bit v nhu cu, cc c tnh hay hnh vi.
Cc tiu thc phn on th trng tiu dng:
- Theo yu t a l: i hi chia th trng thnh cc n v a l khc nhau, quyt nh
marketing c th a ra trong mt hoc nhiu vng a l hoc ch n im khc bit v
nhu cu v s thch tng vng.
- Theo yu t nhn khu hc: ngi mua c phn chia theo tui tc, gii tnh, ngh
nghip, tn gio,.. (cc yu t ph bin nht phn on th trng).
- Theo yu t tm l: ngi mua c phn chia thnh cc nhm theo c im tng lp
x hi (thng lu, trung lu, h lu), li sng (truyn thng, hin i, nng ng, yu
i,..), nhn cch (nhit tnh, c on, tham vng,..).
- Theo yu t hnh vi: phn chia ngi mua cn c vo l do mua hng (gip DN nng
cao mc s dng sn phm), li ch tm kim (li ch chnh m KH trng i), cng tiu
dng hay mc trung thnh (trung bnh, cao, tuyt i, khng).
32. Phn on th trng? Cc tiu thc phn on th trng cng nghip?
Phn on th trng: nh cu 31
Cc tiu thc phn on th trng cng nghip:
- Ngnh kinh t: C kh, xy dng, cng nghip ch bin, luyn kim,
- Quy m x nghip: di 100 cng nhn, t 100-150 cng nhn,
- Khi lng n t hng tnh theo gi tr.
- Hnh thc s hu: nh nc, t nhn.
33. Th trng mc tiu l g? Cc yu cu i vi th trng mc tiu?
Th trng mc tiu l mt hoc mt vi on th trng m DN hng ti tp trung n lc
marketing vo nhm t c mc tiu kinh doanh ca mnh.
7 yu cu i vi th trng mc tiu:
- Tp trung ln nhu cu v cu
- DN c kh nng p ng nhu cu
- Lng cu ph hp vi khi lng sn phm m DN c kh nng p dng
- m bo mc tiu doanh s, li nhun
- Th trng c trin vng pht trin
- Vic thm nhp th trng l kh thi
- Mi trng cnh tranh t khc lit
34. Nu cc phng n la chn th trng mc tiu ?
5 phng n la chn th trng mc tiu:
- Phc v ton b th trng (full market coverage)
- Tp trung vo mt phn khc th trng (single-segment concentration)
- Chuyn mn ha c chn lc (selective specialization)
- Chuyn mn ha sn phm (product specialization)
- Chuyn mn ha th trng (market specialization)
35. nh v sn phm l g? Cch thc tin hnh nh v sn phm th trng mc
tiu?
nh v sn phm: l vic xc nh v th ca sn phm DN trn th trng so vi sn phm ca
i th cnh tranh.
***Cc bc tin hnh nh v sn phm th trng mc tiu:
1) Tin hnh phn on th trng, la chn th trng mc tiu theo yu cu MKT
2) nh gi thc trng nh v sn phm ca DN
- nh gi tng quan sn phm theo trnh t 5 cp SP
- nh gi tng quan gia sn phm v cc thnh phn khc ca MM
- nh gi tng quan gia DN v i th cnh tranh
3) Chn hnh nh v v th cho nhn hiu, sp ca DN trn bn nh v
- DN la chn v tr no trn th trng mc tiu
4) Son tho chng trnh marketing-mix thc hin chin lc nh v chn
5) Cn c vo kt qu t c nh gi hiu qu ca vic thc thi k hoch nh v sn
phm.
36. Trnh by chin lc marketing khng phn bit. Cho v d.
Chin lc MKT khng phn bit:
- Coi ton b ngi tiu dng trn th trng l th trng mc tiu
- Doanh nghip khng ch n vic phn on th trng
V d:
37. Trnh by chin lc marketing phn bit. Cho v d minh ha.
Chin lc marketing phn bit:
- Da vo kt qu phn on th trng, phn tch tim lc ca i th
- La chn mt vi phn on th trng lm th trng mc tiu
V d:
38. Trnh by chin lc marketing tp trung. Cho v d minh ha
Chin lc marketing tp trung:
- Da vo kt qu ca ca phn on th trng
- DN ch chn mt phn on tt nht lm th trng mc tiu
V d:
39. Trnh by cc chin lc thm nhp th trng quc t.
5 chin lc thm nhp th trng quc t ch yu:
1) Chin lc xut khu
C hai hnh thc: xut khu trc tip v xut khu gin tip.
Xut khu gin tip p dng khi cng ty cha c thng tin v th trng nc ngoi, ln
u tip cn, ro cn thng mi t Nh nc,Cc hnh thc xut khu gin tip c th thng
qua mi gii, i l xut khu hay y thc xut khu. u im l sp c thm nhp kp thi
th trng nc ngoi. Tuy nhin, n lm pht sinh chi ph trung gian, kh phn on kp nhu
cu ca th trng nc ngoi.
Xut khu trc tip p dng khi cng ty c c y thng tin cn thit nhm m
bo cho hot ng kinh doanh t hiu qu nh d kin. C th tin hnh bng cc phng
thc nh m chi nhnh nc ngoi, xut khu t nc th 3,u im ni bt l am hiu
th trng, thng xuyn cp nht nhu cu v th hiu ca khch hng, khng phi chu chi ph
trung gian. Nhng nhc im l cng ty phi dn tri ngun lc trn phm vi ln, chp nhn
cnh tranh v ri ro cao hn.
2) Cp giy php (Licensing)
Cp giy php l mt hnh thc hp ng nhng quyn s dng sn phm tr tu tin
hnh sn xut v tiu th sn phm th trng nc ngoi.
Bn cp php (Licensor) => bn c cp php (licensee)
Tnh hai mt ca cp php.
3) Chin lc lin doanh (Joint Ventures)
Lin doanh gm cc bn c quc tch khc nhau, cng tha thun t l gp vn, t chc
hot ng v phn chia quyn li. Ba kiu lin doanh ph bin: lin doanh kiu mng li, lin
doanh kiu hp tc phn chia v lin doanh kiu lin kt chui.
Lin doanh quc t l mt thc th php l c lp. Tt c cc lin doanh l lin minh chin
lc, song ngc li, khng phi mi lin minh chin lc u l lin doanh. Thc t nhiu
lin minh chin lc ch l s tha thun theo hp ng v cng ngh, v hp tc nghin cu
v pht trin, phn phi,
4) Chin lc Franchising (nhng quyn thng mi)
Bn nhng quyn s trao quyn v cung cp h tr cho bn nhn quyn bn hng ha,
cung ng dch v theo nhn hiu hng ha, h thng, phng thc do bn nhng quyn xc
nh tron mt khong thi gian v phm v a l nht nh.
Li th ni bt v chi ph thp; cng ty con c hng ton b kt qu hot ng
marketing ca cng ty m nn gim thiu ri ro v c tha hng hng lot c quyn t
pha cng ty m, li th v chi ph thp v gi thnh h; cng ty m duy tr c mc tng
trng bn vng cc mc tiu doanh s, th phn v li nhun, thu c khon tin t k kt
hp ng chuyn nhng,; li th v c hi th trng.
5) Chin lc ch s hu (Ownership)
Thit lp cng ty c lp nc ngoi i hi nhng n lc ln v vn, trnh qun l v
cc kh nng kinh t khc khi tham gia vo th trng ton cu. Cc cng ty thng tri qua
qu trnh vn ng t bc cp php, lin doanh ri n chin lc ch s hu, vi kh nng
kim sot cao nht nhm t li nhun cao nht.
40. Sn phm l g? Trnh by cc cp cu thnh ca sn phm.
Sn phm l tt c nhng g c th cung cp cho th trng nhm tha mn nhu cu hay c
mun ca ngi tiu dng, bao gm sn phm vt cht, dch v, tri nghim, s kin, con
ngi, a im, ti sn, t chc, thng tin v tng (Philip Kotler).
5 cp cu thnh ca sn phm:
Li ch ct li: l gi tr s dng hay cng dng ca sn phm. L mc tiu m khch hng
theo ui
Sn phm hin thc: l nhng c im chung v kt cu cc b phn sn phm c th
hin di dng vt cht thc t nh hnh dng, kch thc, mu sc, bao b,quyt nh li ch
ct li ca sn phm.
Sn phm mong i: l tp hp nhng thuc tnh v nhng iu kin m ngi mua thng
mong i v hi lng khi mua sn phm.
Sn phm b sung: l phn tng thm vo sp hin thc nhng dch v hay li ch khc
phn bit mc u vit v sn phm m DN cung cp so vi sn phm ca i th cnh tranh.
Sn phm tim nng: l ton b nhng yu t i mi, thm vo sn phm m ngi mua
nhn c trong tng lai. L ni DN tm kim phng php mi tha mn nhu cu khch
hng.
41. Vng i sn phm l g? Trnh by c im ca giai on thm nhp.
42. Vng i sn phm l g? Trnh by c im ca giai on tng trng.
43. Vng i sn phm l g? Trnh by c im ca giai on chn mui.
44. Vng i sn phm l g? Trnh by c im ca giai on suy tn.
Vng i sn phm l khong thi gian tn ti ca sn phm k t khi c thng mi ha
n khi b loi b khi th trng. (National Product Life Cycle).
Thm nhp Tng trng Chn mui Suy tn
Mc tiu th Mc thp Ngy cng tng t mc cao
nht
Ngy cng gim
mnh
Chi ph, c bit
l chi ph qung
co cao
Cao Gim so vi giai
on 1 (trung
bnh)
Thp Thp
Li nhun Hu nh cha c
(l)
Li nhun ngy
cng tng
MAX Gim lin tip
Mc tiu chnh Thm nhp th
trng, thu ht
khch hng
Tng ti a th
phn
Bo v th phn Gim chi ph v
vt kit nhn
hiu
Khch hng Khai ph Tin phong Ph thng Lc hu
i th cnh
tranh
t ng ln n nh v bt
u gim
Gim bt
Sn phm Sn phm c bn Pht trin sp,
dch v v bo
hnh
a dng ha
nhn hiu v
mu m
Loi b mt
hng yu km
Gi c Chi ph cng li Tng bc gim
xung, quy m
m rng
Gi c mc
thp nht
Gim gi
Phn phi C chn lc t t hn na Loi b bt
Qung co To s hiu bit
n sn phm
To s quan tm
trong th trng
i chng
Nhn mnh s
khc bit ca sp
v ch li
Nhm gi chn
khch hng trung
thnh
45. Nhn hiu l g? Cc yu t cu thnh nhn hiu.
Nhn hiu l nhng du hiu c trng cho sn phm ca DN v khc bit vi nhn hiu sn
phm ca i th cnh tranh (gio trnh Marketing l thuyt, trang 98).
Cc yu t cu thnh nhn hiu:
46. Bao b sn phm l g? Cc chc nng ca bao b.
Bao b sn phm l tt c nhng ci g cha ng v bao bc sn phm (gm bao bc trong
v bao bc ngoi).
7 chc nng ca bao b:
-Chc nng bo v trong qu trnh vn chuyn, xp d nhm trnh v, h hng. Bo v
sn phm khng b gim st cht lng do thi tit, khng b cn trng xm nhp v gy hi,
khng b mt cp v bo v v tiu chun VSCN v ATLTTP.
-Chc nng gii thiu, cung cp thng tin nhm nhc nh ngi xp d, mang vc, vn
chuyn v bo qun sn phm bng nhng k hiu in m trn bao b; to thun li cho mu
dch vin cc im bn hng, ng thi gip cho ngi mua nhn bit sn phm v la chn
mua hng nhanh chng.
-Chc nng duy tr, gi gn c tt nhng sn phm dc bit nh nc hoa, gaz lng, acid,
xt, Cht liu v k thut bao b phi duy tr c mi v ca nc hoa, hng liu hay gi
c an ton i vi loi ha cht c hi, nguy him.
-Chc nng mang vc: m bo thun tin d dng trong khu xp d, vn chuyn, bo
qun.
-Chc nng cn i v kch thc hay dung tch, cn i gia chi ph bao b vi gi bn sn
phm.
-Chc nng thc y (i hi bao b phi gy c thin cm, tin cy, tin li, c sc thuyt
phc cao thuyt phc khch hng). Bao b phi m bo tnh thm m hp dn cao, th hin
tnh ng nghnh, hiu k, biu cm ngon lnh, mun thng thc,
-Chc nng sn sng: vic hon tt bao b sn phm thc s xong xui cho c mt l
hng c th, theo k hoch giao hng c th.
47. Trnh by chin lc lin kt sn phm hin hu th trng hin hu. Cho v d?
Chin lc ny thng c p dng c hiu qu giai on tng trng v chn mui
trong vng i sn phm.
Mc ch yu cu:
-Khai thc trit nhm khch hng c quyn (hu nh ch tiu th sn phm ca DN)
bng cch m bo n nh gi c v lng cung cp u n, cng c v gi vng hnh nh
ca mnh.
-M rng hn na nhm khch hng hn hp (va tiu th sp DN, va mua hng i th):
tng th phn thng thng, ginh th phn khng ch hoc phn u ph kn cc phn on th
trng.
-Tn cng vo nhm khch hng ca i th cnh tranh (by lu ch mua hng i th).
Chun b chu o cc iu kin ca mnh, chn thi c tt nht. Tn cng bng chin dch
qung co c hiu qu, kt hp tt vic gim gi vi cung cp dch v thun li v cht lng
u vit ca sn phm hp dn, thu ht khch hng.
Chin lc ny c nhiu thun li vi DN, m bo c hiu qu nhanh, chi ph thp.
48. Trnh by chin lc lin kt sn phm hin hu th trng mi. Cho v d.
p dng khi sn phm hin hu cui pha chn mui sang pha suy tn => sn phm li
c tiu th th trng khc.
Mc ch yu cu: ko di vng i sn phm, gim bt tn hi, vn khai thc c sn
phm hin hu, nhng phi nghin cu th trng nng ng.
Chin lc ny gip DN khng phi u t ci tin hay sng ch sn phm mi m vn c
hiu qu, tuy hiu qu c th khng ln v vng i sn phm m th trng mi kh ko
di nh mong mun.
V d: nhiu sp in t, tin hc thuc th h cng ngh lc hu, kh tiu th cc nc pht
trin song li d bn cc nc ang pht trin. C nhng sn phm lc hu th nhng li
bn c cc vng nng thn.
49. Trnh by chin lc lin kt sn phm mi th trng hin hu. Cho v d.
Chin lc ny p dng khi phi loi b sn phm c (vo pha suy tn) nhm duy tr vng
chc a v, uy tn ca doanh nghip trn th trng, tranh th s am hiu v th trng hin
hu p o i th. Tuy nhin, chin lc ny i hi c iu kin cng ngh v vn.
Chin lc ny gip em li hiu qu cao v li ch lu di trn th trng.
50. Trnh by chin lc lin kt sn phm mi th trng mi. Cho v d.
Chin lc p dng cui pha chn mui v pha suy tn, khi doanh nghip c c hi tt v
th trng mi v cng ngh sn phm mi.
Mc ch: em li hiu qu cao, mc tiu li nhun ln, p o cnh tranh, m rng v
chim lnh th trng, nng cao a v, uy tn ca DN.
Yu cu: phi c tim lc cng ngh v vn, phi nghin cu th trng nng ng, su sc
trnh ri ro.
ngha: mang li hiu qu cao khi thnh cng, tuy nhin cng gp nhiu ri ro hn. Cc
cng ty ln thng quan tm nhiu n chin lc ny.
51. Trnh by vng i sn phm quc t.
Vng i sn phm quc t (IPLC) l khong thi gian tn ti ca sn phm trn th trng,
k t khi sn phm thm nhp th trng cho n khi b loi b khi th trng nc ngoi.
(Gio trnh marketing quc t, trang 281).
IPLC di hn NPLC do c s di chuyn t nc ny ti nc khc theo phm vi hot ng
v khng gian a l v vn ha ca bn thn cng ty quc t hay cng ty ton cu.
5 pha ca IPLC:

1) Pha 0: i mi trong nc (Domestic Innovation)
- Nc khi xng sn phm mi
- Th trng mc tiu ca sn phm mi
2) Pha 1: i mi nc ngoi (Overseas Innovation)
- Thm nhp quc t
- Th trng mc tiu
3) Pha 2: Tng trng v chn mui (Growth & Maturity)
- Xut khu tng nhanh vo t mc cao nht
- Bt u sn xut sn phm nc ngoi
- Xut khu m rng sang cc nc ang pht trin
4) Pha 3: Bt chc khp ni (World wide Imitaion)
- Bt chc sn phm mi trn ton cu
- Xut khu gim mnh v bc vo pha suy thoi
- Chi ph sn xut tng len
5) Pha 4: i mi ngc chiu (Reversal Innovation)
- Ngng xut khu
- Nhp khu theo hng i mi ngc chiu
52. Nu ngha nghin cu vng i sn phm quc gia v quc t
1) ngha thc tin vic nghin cu vng i sn phm (NPLC):
Gip doanh nghip nhn nhn c nhiu iu cn thit nhm phc vu c lc cho hot
ng kinh doanh thc t:
- DN c th hiu r quy lut vn ng ca vng i sn phm qua tng giai on
phi hp hiu qu cc thnh phn c bn ca Marketing mix.
- Nm vng c im bin ng chnh v chi ph, doanh s v li nhun trong tng
giai on, t c th khai thc tt cc ngun lc nhm m bo thnh cng cho cc
mc tiu chin lc ca mnh.
- Xy dng kp thi k hoch ti chnh ch ng iu hnh cc hot ng kinh
doanh v tn dng nhng c hi tt nht.
- Thc tin vic b sung sn phm mi kp thi trn c s chin lc pht trin sn
phm ng n.
2) ngha vic nghin cu l thuyt IPLC:
- L thuyt ny c p dng ph bin cho cc sn phm cng nghip, c bit cc sp
c hm lng cng ngh cao.
- Trnh t xut khu 6 bc trng IPLC c m t nh sau:






- IPLC ko di hn so vi NPLC. IPLC di chuyn v khng gian v ko di hn v
thi gian, l thuyt IPLC gii thch r thm li ch ca tt c cc nc khi tham gia
vo thng mi quc t.
- Trong qu trnh pht trin ca IPLC, vic xut khu v chuyn giao cng ngh
thng din ra vo pha 2 pha tng trng v chn mui, v pha 3 pha bt chc
khp ni.
53. Nu cc mc tiu ca chnh sch gi? Cho v d.
1) m bo li nhun (Profit)
Li nhun tuyt i = tng thu tng chi = con s tin mt c th
Li nhun tng i = Li nhun tuyt i/tng vn u t * 100% = con s tng i (%)
V d: Li nhun nm 1994 ca GM l 4,9 t USD
Li nhun nm 1994 ca Ford Motors l 5,3 t USD
2) Mc tiu doanh s (Sales Revenue)
Cc nc PT khc Cc nc PT
M
1
3 4 5
2
6
Doanh s l s tin bn hng thu c trong mt thi gian nht nh (nm, qu, thng). Do vy,
doanh s cn c gi l doanh thu.
Doanh s = Gi bn x S sn phm bn
Nu li nhun ch r kh nng sinh li th doanh s cho bit quy m hay tm c ca DN ln
hay nh mc no.
V d: Doanh s ca Mitsubishi nm 1994 l 173.836 triu USD nhng li nhun l 218,7 triu
USD, trong khi doanh s ca Taiwan Power ch t 8.036 triu USD song li nhun ln ti
1.295,7 triu USD.
3) Mc tiu th phn (Market Share)
Th phn l phn th trng tiu th sn phm m DN chim lnh.
Th phn = Doanh s bn ca DN/Doanh s th trng
Hoc = s Sp bn ra ca DN/ Tng sp tiu th ca th trng
Doanh s cho bit kt qu bn hng ca DN th trng ang hot ng, cn th phn ni
r phn sn phm tiu th ca ring DN so vi tng sn phm tiu th th trng. Hai mc
tiu doanh s v th phn cn gi l nhng mc tiu to li th cnh tranh hay mc tiu th lc.
V d: Th phn xut khu go ca Vit Nam nm 1995 chim gn 10%, 1996: 15%, 1997:
20% tng xut khu go ton cu.
4) Thc hin cc mc tiu trong tnh th kinh doanh
Thm nhp th trng: (sn phm hin hu th trng mi) thi gian u nh gi thp
hn gi ca i th cnh tranh thm nhp vo th trng, thi gian sau c th nng gi.
Tung sn phm mi ra th trng: (sn phm mi th trng hin hu) thc hin chnh
sch gi ht vng (skimming pricing) nh gi ti a t u nhm thc hin mc tiu li nhun,
chnh sch gi tn cng (Penetration Pricing) nh mc gi thp vi sp mi nhm tng nhanh
doanh s, chim lnh th trng.
M rng th trng: (sn phm hin hu th trng hin hu) s dng chnh sach gim gi
m rng doanh s i vi nhm khch hng hin hu v khch hng hn hp, ng thi thu
ht nhm khch hng vn quen tiu th sp ca i th ngay ti khu vc th trng ang hot
ng. ng thi cung cp dch v tin li trong khu bn hng, gi vng cht lng sn phm.
Bo v v chim lnh th trng: kt hp linh hot cc chnh sch gi n nh hp l, bn
ph gi, chin tranh gi c (nhm loi b hn i th).
54. Lit k cc cn c nh gi.
Cc cn c xc nh gi:
1) Chi ph v xc nh im ha vn
- Chi ph mua nguyn vt liu: gi mua, vn chuyn, lu kho
- Chi ph sn xut: khu hao TSC, tin lng nhn cng
- Chi ph bn bun: giao dch, vn chuyn, kho hng, marketing
- Chi ph bn l: vn chuyn, bo qun, marketing, lng nhn vin
im ha vn (Breakeven Point) l im xc nh tng mc doanh thu bng tng mc chi
ph.

BP: im ha vn (Breakeven Point)
F: tng chi ph c nh (Fixed cost)
P: gia bn n v sp
V: chi ph thay i/1 v sp
Doanh thu ha vn: DTHV = P x BP
2) co gin ca cu theo gi
co gin ca cu theo gi l t l so snh gia co gin ca cu tng ng vi co
gin ca gi, trong co gin ca cu l kt qu co gin ca gi. (gip DN nhn bit c cu
s thay i th no khi gi thay i).

|E| > 1: Cu co gin cao trc s bin ng ca gi (gi bin i 1%, cu bin i > 1%)
|E| = 1: Cu co gin n v (gi bin i 1%, cu cng bin i 1%)
|E| < 1: Cu t co gin trc s bin i ca gi (gi bin i 1%, cu bin i < 1%)
|E| = 0: Cu khng co gin
3) Tm l v cm nhn ca khch hng
Thng thy cc sn phm vi vt cht; cc sn phm m s hiu bit ca khch hng v
sn phm, nhn hiu, gi ca i th cnh tranh cn hn ch.
Mt s xu hng thng thy:
- Khi hn ch v s hiu bit sn phm => hoi nghi v mc gi ban u
- Coi gi l ch s phn nh cht lng sn phm
- Xu hng so snh vi mc gi tham kho
- Cm nhn v sn phm thng qua ch s gi: sn phm ng cp, sn phm bnh dn
55. Trnh by quy trnh nh gi ti u.
6 bc ca quy trnh nh gi ti u:
1) Xc nh mc tiu ca chnh sch gi
L li nhun hay tiu dit i th cnh tranh? Hay ginh th phn khng ch? Hay thm
nhp th trng mi? Gi nh mc tiu l thm nhp th trng mi, th doanh nghip phi t
li nhun xung di v gim gi mc cn thit, thm nhp thnh cng th trng.
2) Xc nh lng cu
- D on tng cu trong tng li phi xc nh r thi gian v a im:
Th nht, xc nh theo phng php thng k, tp hp nm chc s lng sn phm
tiu th.
Th hai, nh gi nhng yu t c bn s chi phi lng cu sp ti v so snh nhng nm
k cn.
Th ba, d on tng cu ca th trng sp ti.
- D on khi lng bn ca DN
nh v sn phm ca DN, xc nh ng cht lng sn phm.
nh gi tng quan cnh tranh trn th trng gia cc i th ni chung v DN vi cc
i th chnh.
So snh cht lng sn phm ca DN v i th.
Xc nh phn bn hng ca DN trong tng cu (th phn).
3) Xc nh chi ph
- Xc nh gi thnh sn xut.
- Xc nh gi thnh bn bun v gi thnh bn l
- Xc nh mc chi ph thng nht cho gi thnh bn thng nht
- Xc nh mc chi ph phn bit cho gi thnh bn phn bit
4) Phn tch gi v sn phm ca i th
Cn phi xc nh chnh xc i th chnh, so snh mc gi ca i th vi gi ca mnh,
xc nh mc gi ang thng lnh th trng.
5) La chn phng php nh gi
- nh gi trn c s chi ph
- nh gi theo cm nhn ca ngi mua
- nh gi da vo cnh tranh
6) La chn mc gi c th
- Kh nng chp nhn gi ca khch hng
- So snh gi vi mc tiu chnh sch gi ca DN
- Phn ng ca nh phn phi v i th
56. nh gi theo tm l khch hng l g? Cho v d.
nh gi theo tm l khch hng thng p dng theo hai hng: nh gi theo con s l v
nh gi theo con s chn:
nh gi theo con s l: lm NTD cm thy mc gi ny c xu hng r i. p dng ph
bin vi hng ha lin quan trc tip n i sng hng ngy ca NTD. V d: 4.999.000,
49,9 USD,
nh gi theo con s chn: to cm gic phng khong ca NTD i vi vic mua sm v
tiu dng, to cm gic hng ha c gi tr v cht lng cao. p dng ph bin i vi hng
ha xa x, phc v tng lp tiu dng c thu nhp cao. V d: $100, $1000,
57. Phn tch chnh sch gi ht vng v chnh sch gi tn cng. Cho v d.
1) Chnh sch gi ht vng: nh gi cao ti a cho sp ngay t khi tung sp vo th trng
nhm thu c li nhun cao (sn phm mi th trng hin hu).
k p dng:
- sp hon ton mi, kt cu phc tp, cng ngh cao, i th cnh tranh kh bt chc
- khng c nguy c gi cao kch thch i th nhy vo th trng
- Sp mi l, c o
- Sp c nng lc cnh tranh p o trn th trng
- nh gi cao em li n tng sp c cht lng
- DN c quyn c cng ngh
DN khng c hoc ch c rt t i th cnh tranh trn th trng trong hin ti v tng lai.
V d: Apple tung ra sp Iphone, Ipad mi
2) Chnh sch gi tn cng: nh mc gi thp nht cho sp ngay t khi sp vo th trng
nhm tng nhanh doanh s, chim lnh th trng, em li li nhun cao thng qua quy m th
trng ln.
k p dng:
- Chi ph sx v phn phi cho mi n v sp s gim khi s lng sp tng
- Th trng nhy bn vi s bin ng ca gi c
- DN phi c ngun ti chnh mnh phc v cho vic cnh tranh bng gi
- Gi thp khng thu ht i th cnh tranh
Lu cn xc nh mc gi thp khng gy phn ng cnh tranh trc tip t cc
i th cnh tranh sn c trn th trng. Khi bn vi mc gi thp, vic tng gi l tr ngi
ln i vi DN v NTD c thi quen vi mc gi thp .
58. Phn tch chnh sch gi theo vng i sn phm. Cho v d.
pha thm nhp: doanh nghip duy tr mc gi thp, cha t ra mc tiu li nhun nhm
thc hin thnh cng thm nhp th trng, thu ht khch hng v m rng tiu th.
pha tng trng: DN tng gi dn dn mc hp l v tng ng vi doanh s tng
bc thu li nhun.
pha chn mui: gi c suy tr mc cao nhm thc hin mc tiu li nhun, kt hp
vi vic m rng cao nht h thng phn phi v qung co mc thp nht.
pha suy tn: gi h v c duy tr mc thp hn.
59. im ha vn l g? Cng thc tnh im ha vn.
im ha vn (Breakeven Point) l l im xc nh tng mc doanh thu bng tng mc
chi ph.
Phn tch chi ph xc nh im ha vn:
- Chi ph c nh (fixed cost): l nhng chi ph khng thay i khi Q thay i trong
mt thi gian nht nh.
- Chi ph bin i: l nhng chi ph thay i tc thi khi sn lng Q thay i
Cng thc xc nh im ha vn:
BP = F /(P-V)
F: Tng chi ph c nh
P: Gi bn
V: Chi ph bin i bnh qun
60. H s co gin cu gi l g? ngha ca h s co gin cu gi trong quyt nh
iu chnh gi?
H s co gin cu gi l l t l so snh gia co gin ca cu tng ng vi co gin
ca gi, trong co gin ca cu l kt qu co gin ca gi.
Nghin cu h s co gin cu gi gip doanh nghip nhn bit c lng cu s thay i
c li nh th no khi mc gi thay i.
E
d
= % thay i ca cu/% thay i ca gi = %Q/%P
E
d
> 1: gim gi 1%, cu tng ln hn 1%
E
d
= 1: gim gi 1%, cu tng 1%
E
d
< 1: gim gi 1%, cu tng nh hn 1%
E
d
= 0: cu khng co gin (ko thay i khi gi thay i)
61. Cc chin lc gi trong marketing quc t?
Cc chin lc gi quc t:
1) Cc chin lc trong giai on tung sn phm mi vo th trng
- Chin lc gi ht vng
- Chin lc gi thm nhp
- nh gi theo gi hin hnh
- Chin lc gi cho sn phm mi ci tin
2) Chin lc gi sn phm trong giai on tng trng v chn mui
- Chin lc gi phn bit (theo nhm khch hng khc nhau, theo nguyn tc a
l, theo tnh cht hng ha, theo ma v, theo cc iu kin giao hng, theo hnh nh ca sn
phm, nh gi leo thang).
- Chin lc gi theo danh mc hng ha (nh gi theo cp loi hng ha, cho
hng ha ph thm, nh gi tng dn).
- Chin lc gi theo tm l khch hng
- Chin lc gi theo gi tr cm nhn ca ngi mua
- Chin lc gi tng phn v gi trn gi
- Chin lc gi c qun l
- nh gi trong thng mi i lu
- nh gi hy dit
3) Cc chin lc duy tr th trng
- Chin lc chit gi
- Chin lc thay i gi (gim gi, gim gi n hnh, tng gi).
62. Trnh by mt s loi gi trong thng mi quc t.
1) Theo phng thc giao dch
- Gi k kt thc t: l gi ghi trong cc hp ng mua bn ngoi thng c m
phn gia ngi mua v ngi bn.
- Gi u gi quc t: mc gi mua bn c tha thun trong phng thc giao
dch u gi quc t. Th trng thuc v ngi bn nn gi u thng cao hn gi
th trng.
- Gi u thu quc t: mc gi thu c thng qua phng thc mua hng u thu
quc t. Th trng thuc v ngi mua nn gi u thu thng thp hn mc gi
th trng.
- Gi yt bng S giao dch quc t: phn nh tng i nhy bn, kp thi s bin
ng ca th trng v gi c mt hng .
- Gi tham kho: c cng b tng i c h thng, lin tc trong cc loi tp ch
thng mi nh k va trong cc bng gi bn bun.
2) Theo phng thc tnh gi
- Gi c nh: mc gi c n nh chnh thc ngay khi k kt hp ng v khng
thay i trong sut thi gian hp ng c hiu lc.
- Gi khng n nh: khi k kt hp ng, hai bn ch tha thun nguyn tc chung v
gi c hp ng v c xc nh theo tng t giao hng da trn c s nguyn tc
c tha thun trong hp ng.
- Gi kt hp: nh gi da trn s kt hp gia gi c nh v gi khng c nh. Ti
thi im k kt hp ng, trong iu khon gi, hai bn thng nht vi nhau v
mc gi thanh ton, thi gian p dng mc gi c nh v khng c nh.
- Gi di ng (Slinding scale price): khi k kt hp ng hai bn ch thng nht vi
nhau v gi c s. Khi thc hin theo tng t giao hng, cn c vo gi th trng
ln xung c cng b c th, gi thanh ton chnh thc s c cng b.
63. Phn bit phng thc phn phi trc tip v gin tip.
Phng thc phn phi l cch thc m sn phm c lu chuyn t nh sn xut n
ngi tiu dng cui cng.
Phng thc Phn phi trc tip Phn phi gin tip
nh ngha L hot ng phn phi t
nh sn xut ti ngi tiu
dng cui cng m khng
thng qua trung gian
L phn phi sn phm thng
qua h thng trung gian
u im -Ch ng quyt nh lng
hng phn phi
-Kim tra, gim st cht ch
hot ng phn phi
-Phn ng kp thi vi din
bin th trng
-Khng phi phn chia li
nhun
-Khng phi u t ngun lc
vo hot ng phn phi
-Tn dng c kinh nghim
ca trung gian phn phi
-Tn dng c mi quan h
vi cc i tc ca trung gian
Nhc im -Doanh nghip phi u t -Gim bt quyn ch ng
vn ln vo hot ng phn
phi
-Ngun lc b phn tn
phn phi ca DN
-DN khng kim sot c
hot ng phn phi
-Kh phn ng nhanh vi
thay i th trng
-Li nhun b chia s
V d -Hng bn qua website ca
nh sn xut
-Hng bn qua ca hng gii
thiu sn phm ca nh sn
xut
-Bn hng qua h thng siu
th
-Bn hng qua i l, ca
hng tp ha
-Bn hng qua website ca
nh phn phi

64. Knh phn phi l g? Cc loi knh phn phi trong marketing.
Knh phn phi l tp hp nhng c nhn hay t chc tham gia lu chuyn lung hng ha
t nh sn xut n ngi tiu dng cui cng.
Cc loi knh phn phi trong marketing:
1) Knh phn phi trc tip (knh 0): knh ny ch c nh sn xut v ngi tiu dng cui
cng.
Cc phng thc ca knh phn phi trc tip: bn hng n tn h gia nh, bn hng qua
th, bn hng qua h thng vin thng, bn hng qua h thng ca hng ca nh sn xut.
u im: Tng t nh u im ca phng thc phn phi trc tip
Nhc im: Qun l phc tp, u t nhiu vn v nhn lc; doanh s bn hng ph thuc
vo trnh ca lc lng bn hng; ch ph hp vi DN c quy m nh v th trng hp.
2) Knh ngn (knh 1): bao gm cc hot ng bn hng thng qua mt loi hnh trung
gian.
u im: vn tn dng c u im ca knh phn phi trc tip; gim bt mt phn chc
nng lu thng, gim bt nhn lc, vn u t vo phn phi.
Thng c s dng i vi cc mt hng mang tnh chuyn doanh hay cc sn phm l
hng ti sng d hng
3) Knh di (knh 2, 3): L knh phn phi bao gm mng li cc trung gian phn phi.
u im: tnh chuyn mn ha cao, hot ng phn phi linh hot, kh nng tha mn nhu
cu ca th trng cao.
Nhc im: Nh sn xut khng tip xc trc tip vi khch hng nn thng tin thu c
l thng tin th cp; hot ng qun l phc tp; ri ro cao khi trung gian d tr lng
hng ln.
65. So snh ngi mi gii v i l. Cho v d.
i l (agent) Ngi mi gii (broker)
nh ngha i din cho bn mua, bn
bn, i l (hot ng di
tn ca ngi m h i din)
Trung gian tm kim nhu cu
th trng, la chn cc
ngun cung ng hp l
tha mn nhu cu .
c im i l c quy m nh, kh
nng cnh tranh khng ln v
tnh nng ng trong kinh
doanh km
Ch tm kim ngi mua va
ngi bn ch khng trc tip
tham gia cnh tranh trn th
trng
Quyn s hu hng ha Khng c quyn s hu hng
ha
Khng c quyn s hu hng
ha
Li nhun c tnh bng phn trm hoa
hng m bn bn hoc bn
mua phi tr cho i l, c
quy nh trong hp ng i
l
Tr gi bng tin hoa hng t
c hai pha ngi mua v
ngi bn

66. Trnh by c im ca trung gian phn phi l ngi bn bun. Cho v d.
c im ca trung gian phn phi l ngi bn bun:
Bn bun bao gm tt c nhng hot ng lin quan n vic bn hng ha v dch v
cho ngi mua bn li hoc s dng vo mc ch kinh doanh.
Ngi bn bun c vai tr quan trng trn th trng. Ngi bn bun c kh nng ln
v vn, c kh nng cung cp tn dng ti chnh v c th chi phi cc quan h th trng ln.
Ngi bn bun thng giao dch ch yu vi cc doanh nghip hn l giao dch vi
ngi tiu dng. Giao dch thng ln v phn phi trn th trng rng.
H c sc y hng ha ra th trng, chi phi hot ng phn phi ca nhng trung
gian bn l gy nh hng n hot ng kinh doanh ca nh sn xut.
67. Trnh by c im ca trung gian phn phi l ngi bn l. Cho v d.
c im ca trung gian phn phi l ngi bn l:
Hot ng bn l bao gm tt c cc hot ng phn phi hng ha hoc dch v trc
tip cho ngi tiu dng cui cng, nhm tha mn nhu cu s dng c nhn, phi thng mi.
Ngi bn l thng tip xc vi ngi tiu dng, nm c nhu cu, th hiu v thi
quen mua hng ca khch hng. Kh nng thch ng nhng nhu cu ca ngi bn l cao hn
ngi bn bun hay cc loi trung gian khc v h thng nng ng hn trong hot ng bn
hng.
Kh nng an ton trong kinh doanh ca ngi bn l cao hn v thng c xu hng
xy dng cc ca hng tng hp, cc siu th. Ngi bn l thng mun thot khi s chi phi
ca ngi bn bun khi c quy m kinh doanh bn l.
68. Trnh by c im v iu kin p dng ca chin lc phn phi c quyn.
c im:
- i hi hn ch mt cch nghim ngt s lng v cht lng ca trung gian phn
phi
- Mi trung gian phn phi hot ng trn 1 khu vc th trng c th (i i vi bn
hng c quyn, khng c bn hng ca i th cnh tranh).
iu kin p dng:
Khi nh sn xut mun duy tr phn ln vic kim sot v cp dch v, s lng, cht
lng dch v, xc tin bn hng, m cc trung gian c quyn cung cp cho ngi mua.
Thng gp trong cc nghnh nh xe hi, thit b v mt s mt hng chuyn doanh khc.
69. Trnh by c im v iu kin p dng ca chin lc phn phi chn lc.
c im:
- Tm kim v s dng mt s trung gian ph hp nht
- Cho php nh sn xut chim lnh c phn th trng tha ng vi mc kim
sot ln hn v chi ph thp hn so vi phn phi tp trung.
iu kin p dng:
70. Trnh by c im v iu kin p dng ca chin lc phn phi mnh.
c im:
- S dng ti a thnh phn trung gian trn th trng tham gia phn phi hng ha
- Cung cp hng ha vi cng ln
- Nhm mc ch tng th phn th trng v tng doanh thu
- Kh nng kim sot hot ng phn phi km, mc lin kt gia cc trung gian
cng km v kh nng phn ng khng linh hot.
iu kin p dng:
Khi cng ty c gng a c hng ha, dch v vo th trng cng nhiu cng tt,
thng s dng cho cc mt hng v dch v thng dng vi tn s s dng ln nh: thuc l,
thc phm, dc phm,Cc nh sn xut lun c xu hng chuyn t phn phi c quyn,
phn phi chn lc sang phn phi tp trung nhiu hn.
71. So snh chin lc ko v chin lc y. Cho v d.
C hai u l chin lc xc tin kinh doanh.
Chin lc ko (pull) Chin lc y (push)
Khi nim L chin lc thu ht, li ko
khch hng mua sn phm
ca DN mnh.
L chin lc xc tin trong
DN s dng h thng knh
phn phi bn sn phm
ca DN mnh.
c im -Khch hng mc tiu ca
chin lc ko l NTD cui
cng.
-Tc ng trc tip n ngi
tiu dng h tm mua sn
phm.
-Cng c: qung co, hi ch
trin lm, hi ngh khch
hng.
-Mc ch l xc tin kinh
doanh vi cc trung gian
phn phi.
-Cng c: gim gi, chu chi
ph qung co, chi ph o to
nhn vin (u i i vi nh
phn phi).

72. Mc tiu ca chnh sch xc tin h tr kinh doanh?
1) y mnh vic bn hng
- Thc y nhanh vic cho hng, bn hng, thm nhp th trng, lm tng doanh
thu quay vng vn nhanh, gp phn nng cao hiu qu kinh doanh.
- Hot ng xc tin h tr kinh doanh gip cho qu trnh kinh doanh tr nn
thun li v c hiu qu cao nh khi lng hng bn tng ln.
- ng thi gip DN thm nhp th trng mi v tng th phn trn th trng, thu
ht khch hng tim nng.
2) To li th cnh tranh cho DN
- Nng cao uy tn v danh ting ca DN, to dng hnh nh v lng tin t pha
khch hng.
- Li ko c khch hng tim nng i vi sp ca DN => li th cnh tranh
3) Truyn t thng tin v DN v Sp ti NTD
- Gip khch hng tim nng nhn thc c thng tin (chin lc ko)
- Thc y NTD phn ng li thng tin mt cch tch cc
4) L v kh cnh tranh trn thng trng
- Thuyt phc NTD chuyn sang dng sp ca DN, li ko ngi mua n vi sp
ca DN.
- Nh l v kh cnh tranh trn thng trng
73. Qung co l g? c im ca qung co.
Qung co l vic s dng cc phng tin khng gian v thi gian truyn tin nh
trc v sn phm hay th trng cho ngi bn l hay ngi tiu th.
c im ca qung co:
- L mt thng ip c p li
- Thng a thng tin trn cc phng tin thng tin i chng
- Nhm mc ch thng bo, thuyt phc mi ngi v 1 sp, dch v h quan tm ,
tin tng ri tin ti mua sn phm, dch v .
74. Trnh by cc nhm phng tin qung co.
1) Nhm phng tin nghe nhn
- Qung co trn truyn hnh
- Qung co trn i pht thanh
- Qung co trn Internet
2) Nhm cc phng tin in n
- Qung co trn bo ch
- Qung co trn tp ch
- Qung co trn catalogue, cc t ri, lch qung co
3) Nhm phng tin qung co ngoi tri
- Bin tn c n ri
- Hp n qung cao
- n mu un
- Bin qung co in t
- Cc pa-n qung co
4) Nhm cc phng tin qung co di ng
- Qung co trn phng tin giao thng
- Qung co trn cc vt phm qung co
5) Nhm cc phng tin qung co khc
- Qung co bng cc s kin l
- Qung co nh trn cc sp khc
75. PR l g? Mc ch ca PR l bo v danh ting ca DN? ng hay sai?
PR (Public relation) l nhng bin php kch thch nhu cu ca ngi tiu dng mt cch
gin tip.
PR c vai tr rt quan trng i vi DN:
- Tr gip DN tung ra sp mi
- Bo v nhng sp ang gp rc ri vs cng chng trn th trng
- H tr vic ti nh v sp giai on chn mui
- Gy nh hng ti 1 nhm khch hng c th
- Xy dng hnh nh p ca DN
Mc ch ca PR khng ch l bo v danh ting ca DN, m cn l gp phn to nn uy
tn v thng hiu ca DN, h tr DN xc tin kinh doanh trn thng trng,
76. Trnh by cc bc tham gia mt hi ch trin lm thng mi.
- Thu thp thng tin lp k hoch tham gia
- ng k gian hng
- Thit k gian hng
- Chn la sn phm trng by
77. Trnh by cc bc trong quy trnh bn hng c nhn.
7 bc trong quy trnh bn hng c nhn:
1) iu tra v nh gi
2) Chun b
3) Tip cn khch hng
4) Trnh by v gii thiu sp
5) X l cc thc mc ca khch hng
6) Kt thc
7) Kim tra
78. Trnh by khi nim v tm quan trng ca k hoch ha marketing.
K hoch ha marketing: l ton b chng trnh xy dng k hoch v thc hin k hoch
da trn s kt hp hi ha gia tnh hnh th trng v mi trng kinh doanh, c cn nhc
n cc im mnh, im yu ca bn thn doanh nghip nhm t hiu qu kinh doanh ti u.
Tm quan trng ca k hoch ha marketing: do DN phi t vn ng trong mi trng
lun thay i,
Nu khng c nhng k hoch marketing kh thi cn c theo tnh hnh bin ng ca mi
trng th DN chc chn s gp phi nhng kh khn ng k trong vic t chc sn xut kinh
doanh.
l mt trong nhng nhim v trng yu mang tm chin lc v c nh hng ln n
s tn ti v pht trin ca DN.
79. IPAC l g? Trnh by ni dung bc th nht trong trnh t k hoch ha?
80. IPAC l g? Trnh by ni dung bc th hai trong trnh t k hoch ha?
81. IPAC l g? Trnh by ni dung bc th ba trong trnh t k hoch ha?
82. IPAC l g? Trnh by ni dung bc th t trong trnh t k hoch ha?
IPAC l trnh t k hoch ha c tin hnh theo 4 bc: thu thp thng tin (information),
lp k hoch (planning), trin khai thc hin (action) v kim tra (control).
1) Thu thp thng tin
- Xc nh nhu cu thng tin
- Xy dng h thng thu thp v x l thng tin
- D bo din bin ca mi trng kinh doanh
- Lp bng tng hp mi trng kinh doanh
2) Lp k hoch nghin cu
Vic lp k hoch kinh doanh ch yu da trn kt qu la chn trng im kinh doanh,
hay n v kinh doanh chin lc (SBU: Strategic Business Units).
Sau khi phn tch c cc hot dng kinh doanh, DN cn sp xp ton b cc hot ng
trn m hnh BCG, t c bin php ng n cn i li ngun lc v lnh vc kinh
doanh, ch ng a ra quyt nh kp thi.
Tip theo, DN cn xy dng mc tiu chin lc cho cc n v kinh doanh ca mnh trn
c s mc tiu chung ca DN v doanh s, li nhun, li th cnh tranh v m bo nguyn tc
an ton trong kinh doanh.
Cui cng, t nhng nh hng pht trin, Dn cn c chng trnh hnh ng thng nht
trong DN, k hoch thc hin chi tit cho cc b phn khc nhau v k hoch hnh ng c th
trn tng khu vc th trng, theo tng thi k v i vi tng sn phm hay hot ng kinh
doanh.
3) T chc thc hin
DN phi phn b ngun lc mt cch ti u, to s phi hp ng b hot ng trong DN,
thc hin cc chnh sch ra trong k hoch to s nh hng tt nht v cc mt sp; gi
c; phn phi; xc tin v h tr kinh doanh ln khi vc th trng mc tiu v cc trng im
kinh doanh chn.
Trong sut qu trnh cn theo di lin tc tin thc hin k hoch v theo st nhng din
bin trn th trng c cn c iu chnh kp thi.
4) Kim tra hot ng k hoch ha
nh gi cc tnh hung din ra trn th trng, so snh kt qu t c trn thc t vi
kt qu DN mong mun trong k hoch ca mnh, t c iu chnh cho thch hp.
Nhng nhn t bin ng (yu t mi trng v tnh hnh th trng) buc Dn phi kim tra
khc phc nhng s chnh lch gia k hoch ra vi thc tin kinh doanh, nm bt v tn
dng cc c hi mi pht sinh, ng thi nhn nhn v c bin php phng trnh vi nhng bt
trc mi xy n.
Kim tra b sung, iu chnh li cc ni dung k hoch cho st thc vi thc t, gip DN
thch nghi tt hn vi mi trng kinh doanh ca mnh.
- DN c th tin hnh kim tra nh k v kim tra t xut: R sot li cc ngun thng
tin v cp nht, xem nhng mc tiu v mt nguyn tc c cn tnh kh thi hay khng.
- So snh nhng mc tiu ny vi nhng kt qu thc tin t c hoc cc cng vic
trin khai nh gi mc st thc ca mc tiu, t c nhng iu chnh ph hp.
83. Trnh by ma trn BCG? ngha ca vic nghin cu ma trn BCG?
Ma trn BCG hay cn gi l ma trn quan h tng trng v th phn (growth/share matrix)
c xy dng vo cui thp ky 60. Nguyn tc c bn ca ma trn ny chnh l cp n
kh nng to ra tin thng qua vic phn tch danh mc sn phm ca 1 cng ty v t n vo
trong 1 ma trn,

v tn ca bn phn ca ma trn ln lt l: Ngi sao, Du hi, B sa v Ch.
Cc cng ty s phi xc nh c tc tng trng ca tng sn phm cng nh th phn ca
tng sn phm ny t vo trong ma trn.
du hi: hot ng kinh doanh c mc tng trng cao, th phn thp. DN thm nhp
th trng khi trn th trng c DN hng u tham gia. Hot ng kinh doanh i
hi u t nhiu v vn v c trin vng ln tng trng v li nhun trong di hn.
ngi sao: hot ng kinh doanh c mc tng trng ngnh cao, th phn ln. DN c
li th cnh tranh v c hi pht trin. Hot ng c kh nng sinh li ln nht.
b sa ( tin mt): Hot ng kinh doanh c mc tng trng ngnh thp, nhng th
phn cao. L lnh vc kinh doanh khng cn c hi pht trin trong di hn, nhng hot
ng ny i hi t vn v tip tc sn sinh nhiu li nhun.
ch ch: Hot ng kinh doanh c mc tng trng ngnh thp, th phn thp. L lnh
vc kinh doanh khng c trin vng pht trin. i hi t vn u t nhng li nhun
khng cao nn DN cn sm loi b.
ngha: Ma trn BCG n gin ha chin lc thng qua hai yu t l tc tng trng
sn phm v th phn. N gi nh rng c c tc tng trng cao th phi s dng
nhiu ngun lc (v tin) hn. N khng ch p dng cho sn phm m c th s dng phn
tch cc b phn hay cng ty con ca mt cng ty => phn phi li ngun lc trong cng ty.

*** Da trn ma trn ny, BCG a ra 4 chin lc c bn:
Xy dng (Build): Sn phm ca cng ty cn c u t cng c tip tc tng
trng th phn. Trong chin lc ny, i khi phi hy sinh li nhun trc mt nhm
n mc tiu di hn. Chin lc ny c p dng cho sn phm nm trong phn Du
hi (Question Mark).
Gi (Hold): Chin lc ny p dng cho sn phm nm trong phn B Sa (Cash Cow)
nhm ti a ho kh nng sinh li v sn sinh tin.
Thu hoch (Harvest): Chin lc ny tp trung vo mc tiu t c li nhun ngay
trong ngn hn thng qua ct gim chi ph, tng gi, cho d n c nh hng ti mc
tiu lu di ca sn phm hay cng ty. Chin lc ny ph hp vi sn phm trong phn
B Sa nhng th phn hoc tng trng thp hn bnh thng hoc B Sa nhng
tng lai khng chc chn. Ngoi ra, c th s dng cho sn phm trong Du hi
nhng khng th chuyn sang Ngi sao hay Ch.
T b (Divest): Mc tiu l t b sn phm hoc b phn kinh doanh no khng c kh
nng sinh li tp trung ngun lc vo nhng sn phm hay b phn c kh nng sinh
li ln hn. Chin lc ny p dng cho sn phm nm trong phn Du hi v chc
chn khng th tr thnh Ngi sao v cho sn phm nm trong phn Ch.