Marketing cn bn 1

1. Khai nim knh phn phi

2. Cac chc nng ca nh phn phi
3. Hot ng ban s, ban l
4. Cac i l mi gii
5. H thng knh phn phi
Nh sn xut
Thnh vin
trung gian
Ngi tiu dng

Nng dn

Ch a phng/siu th
i l

Cmg ty mua
Thu gom

Cng ty ch bin
40,0%
44,1%
7,3%
8,3%
0,3%

Cng ty ch bin khc

Xut khu
91,2%
23,8%
20,3%
1,3%
i l khc
8.6%
54,6%
8,9%
8,9%
5,8%

Tiu dng
Ni a
3,0%
Knh th trng tm BSCL

Chc nng
ca phn
phi
X l n
hng
Vn
chuyn v
giao hng
Cung cp
TCTD
Ban hng
v h tr
ban hng
Phn cp
mt hng
Tn tr,
lu kho
Tip cn
ngi
mua
Cung cp sn phm cho khch hng khch hng
bn li hoc s dng li
Nh bun s gip t chc bn hng hiu qu, gim bt
s thng v v tit kim chi ph lu thng cho c h
thng phn phi
Bn hng cho ngi tiu dng cui cng,
vi mc ch s dng cho c nhn, phi
mu dch
Phc v c lc v mang li s hu ch
cho ngi tiu dng (chia nh sp n
mc cn thit, khng gii hn thi gian)


Marketing cn bn 2
Nhn bn hng cho nh sn xut hng hoa
hng
Kinh doanh c lp khng phi l b phn ca
nh sn xut
C rt t quyn kim sot gi
Gip nh sn xut tiu th sn phm khi nh
sn xut: khng lc lng bn hng, mun
gii thiu nhanh sp mi, thm nhp th trng
mi nhng ngun lc kinh doanh cn hn ch
Thng lng mua bn cho mt thng
v no
Cung cp thng tin v gi c, loi sp, cc
iu kin bn hng
Ngi mi gii trung gian khng qun l
trc tip sp, ch gii thiu v hng hoa
hng
Nh SX
Ngi tiu dng
Nh SX Nh SX Nh SX
Nh PP/Bn s Nh PP/i l
Nh bun s
Ngi bn l Ngi bn l Ngi bn l
0 Cp 1 Cp 2 Cp 3 Cp
Nhu cu ca khch hng
Quy m l hng: s lng mua trung bnh/ln
S thun tin v a im
a dng chng loi: mun chuyn mn ha hay a dng
ha
Yu cu nhiu hay t v cc dch v h tr (giao hng, lp
t, sa cha, bo hnh,)
V d: ca hng 1S hay 3S
1S = Sales
3S = Sales, Spare parts, Service
c im ca sn phm
Tnh k thut ca sn phm (phc tp/n gin)
Tnh d hng
Khi lng, th tch sn phm (cng knh/nh)
Tn sut mua (nhiu/t)
Yu cu v dch v cao/thp
Mc tp trung v mt a l (tp trung/phn tn)
c quyn C chn lc Rng ri
Hn ch s lng nh
trung gian
S lng nh phn phi
nhiu hn s nh phn phi
c quyn
Tm nhiu a im tiu
th cng nhiu cng tt
v khch hng cn cc
a im bn hng thun
tin
Nh trung gian khng bn
sn phm ca i th cnh
tranh
Nh sn xut hy vng
ngi bn hng c kin
thc v nng ng
Nh sn xut khng tn chi
ph nhiu bao qut ht
ton b a im tiu th
sn phm.
Ph hp vi sp lu bn; i
hi nhiu dch v sau bn
hng.

Ph hp vi sp tiu dng
thng xuyn; mua theo
ngu hng; mua cho nhu
cu khn cp
Nng cao n tng sn
phm v c li cao hn;
thch hp vi sp mi
Marketing cn bn 3

y l knh phn phi m cng ty phc v khch hng
va theo knh trc tip, va theo knh gin tip. V n v
cung ng phi phc v khch trn nhng th trng, khu
vc khc nhau vi nhng c tnh kinh t, Marketing khc
nhau.
Trnh tnh trng tc nghn trong cung cp sn phm
Ngoi knh trc tip m n v cung ng t thit lp,
cc i l trung gian gip cung cp sn phm n nhng
ni m n v cha vn ti.

Phn phi kp
1. i vi nh phn phi trung gian
Khi chi ph vn chuyn tng (gim) th nh trung gian s cng
thm khong tng vo chi ph marketing. Khch hng phi
gnh chu.
2. i vi ngi tiu dng
Nh sx phi chu chi ph v nhn c li ch l bn hng
nhiu ni
3. i vi nh sx
H khng phi gnh chu chi ph vn chuyn v h ch nhn
phn gi tr ca sp ti ni sn xut, khng lin quan g n chi
ph vn chuyn

SX
TD
S
d
S
d
D
d
D
d
Gi
SL
S
S
D
D
R

p
R
p
F
p
F

p
S
p
D
p
Nu ng cu v ng cung c cng dc
(e=1) th nh sx v ngi tiu dng chia i chi
ph tng thm
Nu ng cu co gin nhiu hn th ngi tiu
dng chu chi ph t hn nh sx. C th gii thch
trng hp ny l do sp c gi tr cao, nh sx
phi chu chi ph tng thm kch cu
Nu ng cu co gin t hn cung th ngi
tiu dng chu chi ph nhiu hn nh sx.
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