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Nhng mc tiu tng lai v tiu th, doanh s, li nhun, an ton, x hi v nhn vn.
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Xc tin bn hng (Promotion): Gii thiu v thuyt phc th trng dng sn phm ca
doanh nghip.
Phi hm v li ch ca sn phm
Phi hm cha v nh v
Khng trng hoc khng tng t vi nhn hiu ca doanh nghip khc
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D pht m, nh vn v d nh.
tng th phn
thu hi vn nhanh
dn u v cht lng
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Chnh sch gi ht vng th trng (Market-Skimming Pricing): ht vng th trng lin quan
n vic nh gi cao so vi gi th trng. Chnh sch ny c bit thch hp vi cc sn phm
mi v:
N c th l mt yu t bo v mt khi gi c xc nh sai;
Chnh sch gi thm nhp th trng: Trong chin lc ny, mt mc gi thp ban u s gip
sn phm c c th phn ln ngay lp tc. Tuy nhin, p dng chnh sch ny, nn c
nhng iu kin sau:
Doanh nghip cn d tnh trc l sn phm s phi chu cnh tranh mnh ngay khi
n xut hin trn th trng;
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Th no l mt i l ca nh sn xut?
l mt hng bn bun trung gian bn mt phn hoc tt c dng sn phm ca doanh
nghip mt vng lnh th nh trc. Mt i l ca nh sn xut rt c ch trong ba tnh
hung di y:
Doanh nghip hy vng khch hng c kin thc v nng ng mua sn phm;
Chn mt a im bn sn phm.
Thng bo vi khch hng tim nng rng hin nay c mt sn phm mi, sn phm
mi c s dng th no v nhng li ch ca sn phm mi.
Bn trc tip cn c tng cng nhm vo c ngi phn phi v ngi tiu dng.
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Thay v gi in hay gp g tng khch hng, doanh nghip c th gii thiu sn phm
mi ti hi ch thu ht c cc khch hng c quan tm.
To ra doanh s bn thc t
H tr bn hng:
Hy xem xt hai chnh sch sau:
Chnh sch "ko": Chnh sch ny c s dng khi mc tiu ca doanh nghip l tng
lng bn v i hi phi thm nhp vo mt th trng mi. khuyn khch khch
hng dng th sn phm mi v thuyt phc h khng dng cc sn phm khc, doanh
nghip c th s dng cc bin php nh coupon, chit khu thanh ton, pht hng th,
v cc loi tin thng.
Chnh sch "y": Chnh sch ny gp phn h tr hot ng bn l v thin ch ca cc
i l. Cc hot ng h tr trong chnh sch ny c th l o to cho i ng bn hng
ca nh i l bn l, trnh by cc im bn hng, v tr cp qung co.
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ng lc hn
Quan h i ngoi:
Nhng hot ng ny c t chc nhm xy dng v pht trin mt hnh nh hay mt mi
quan h tt p gia doanh nghip v cng chng - khch hng, nhng nhn vin, c quan a
phng v chnh ph. Cc phng tin truyn thng c th s dng trong cc chin dch qung
co:
Bo ch
V tuyn truyn hnh
Th trc tip
Truyn thanh
Tp ch
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doanh nghip ri vo hnh thc bn hng ny l iu nguy him nht, bi li nhun trn tng
sn phm ngy cng t, cnh tranh ngy cng cao. Gii php cho nhng sn phm ny s c
cp mt chuyn mc khc.
Th hai l bn hng t vn (consultative sales) l hnh thc bn nhng sn phm c i km vi
dch v t vn. V d: bn cc thit b tin hc, cc sn phm cng ngh cao v nhng sn phm
khng d dng s dng v ci t. Ngi bn hng nhng sn phm hnh thc ny cn gip
khch hng hiu c nhng vn vng mc ca h, nhng c hi c th c, tm ra
nhng gii php sng to cho khch hng. Lc lng bn hng t vn hot ng tt nht khi
cc sn phm ca h: khc bit vi sn phm ca i th cnh tranh, sn phm hoc dch v
c th thch nghi hoc ty bin theo yu cu ca khch hng, qu trnh chuyn ch v ci t
i hi tr gip t pha nh cung cp.
Ngoi vic xc nh r sn phm v dch v ca doanh nghip mnh thuc hnh thc no nhm
xc nh chc nng v nhim v ca i ng bn hng, doanh nghip cn nn bit rng lun c
mt xu th chuyn t bn hng t vn sang bn hng giao dch. C rt nhiu nguyn nhn
trong ch yu l nhn thc v sn phm ngy cng tng ca ngi tiu dng. V vy, cc
doanh nghip bn hng hnh thc t vn phi lun nng cao trnh ca i ng bn hng
nhm to ra nhng gi tr c bit cho khch hng. Mt trong nhng dch v ang c xu hng
dch chuyn t bn hng t vn sang bn hng giao dch nh vy Vit nam l dch v thit k
website. S khng cn lu na, nhng ngi thnh cng nht l nhng ngi kt hp c vic
thit k website vi vic xy dng mt chin lc thng mi in t cho khch hng.
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