TRNG I HC TI CHNH MARKETING

KHOA SAU I HC

MN: QUN TR THNG HIU

GING VIN HNG DN : TS. BO TRUNG
LP QTKD 4.1

Chng II:
GI TR THNG HIU DA VO KHCH
HNG CBBE V NH V THNG HIU
Thc hin: Nhm 3

Danh sch nhm 3

Dng Xun Hng
Nguyn Hu Cnh
Nguyn Qunh Lm
V Ngc Phng
Phm Vn Thng
Bi Anh T
Nguyn Vnh Phc
Tp.H Ch Minh, thng 12-2014

Chng II
GI TR THNG HIU DA VO KHCH HNG CBBE
V NH V THNG HIU
Ni dung chnh ca chng 2:
1. Xc nhgi tr thng hiu da vo khch hng.
2.Phc tho cc ngun v kt qu catr thng hiu da vo khch hng.
3. Xc nh thnh phn ca nh v thng hiu.
4.M t cc nguyn tctrong vic pht trin tt nh v thng hiu.
5.Gii thch khu hiu thng hiu v lm th no n c pht trin.
Tng quan (Preview)
Chng 1 gii thiu mt s khi nim c bn vnhn hiu, c bit l gi tr
thng hiu, v vai tr ca n v ang th hin trong chin lc tip th. Trong
phn IIca ti liu s khm ph cch pht trin chin lc thng hiu.Nhng thng
hiu ln l kt qu ca vic lp k hochchu o v sng to. Bt c ai xy dng hoc
qun l mt thng hiu phi pht trin v thc hin cn thn chin lcthng
hiusng to.
h tr cho k hoch ,ba cng c hoc cc m hnh rt hu ch.Ba m hnh
lin kt vi nhau v ln lt tr nn ln hn trong phm vi: m hnh u tin l mt
thnh phn trong m hnh th hai; m hnh th hai, ln lt, l mt thnh phn mt
phn ba. Kt hp, ba m hnh mang li ci nhn vi m v v mquan trng vo vic
xy dng thng hiu thnh cng. y l ba m hnh:
1.M hnh nh v thng hiu: M t phng cch thit lp li th cnh tranh
trong tm tr ca khch hngtrn th trng;
2.M hnh cng hng thng hiu: M t phng cch c li th cnh
tranh v to ra cng cao,cc mi quan h trung thnh ca khch hng i vi
thng hiu;
3.M hnh chui gi tr thng hiu: M t lm th no theo di ccqu trnh
to ra gi trtt hn di tc ng ti chnh ca chi ph tip th v u t vi mc ch
to ra cc khch hng trung thnh v thng hiu mnh.
Ba m hnh gip cc nh marketing a ra chin lc xy dng thng hiu v
chin thut ti a ha li nhun v gi tr thng hiu di hn.
Chng 2 pht trin cc m hnh nh v thng hiu. Do c nhiu khi nim
gi tr thng hiu nn s xem xt c th khi nim gi tr thng hiu da vo khch
hng v c xem nh c s nn tng xem xt nh v thng hiu.

1. Gi tr thng hiu da vo khch hng

Hai cu hi thng pht sinh trong tip th thng hiu: iu g lm cho mt
thng hiu mnh? V Lm th no bn xy dng mt thng hiu mnh? tr
li cho c hai, chng ta xem xt khi nim v gi tr thng hiu da vo khch hng
(CBBE). Mc d mt s quan im hu ch lin quan n gi tr thng hiu c
t ra, khi nim CBBE cung cp im c o v kha cnh gi tr thng hiu da
trn ci g v lm th no gi tr thng hiu c xy dng, o lng, v qun l
tt nht.
1.1. Khi nim gi tr thng hiu (Brand equity):
L mt tp hp cc ti sn (v tiu sn/trch nhim) c lin kt vi mt tn
hiu v biu tng min l lm gia tng gi tr bi sn phm hoc dch v cho mt
hng v/hoc khch hng ca n. Vn thng hiu bng tng ti sn thng hiu
(tr) tng tiu sn/trch nhim thng hiu.
1.2. Khi nim gi tr thng hiu da vo khch hng:
Gi tr thng hiu da trn khch hng (CBBE) l nhng hiu ng khc bit
m kin thc thng hiu to ra phn ng ca ngi tiu dng i vi cc hot ng
marketing ca thng hiu.
Gi tr thng hiu da vo khch hng c 3 thnh phn hp thnh:
- Hiu ng khc bit: S phn bit trong phn ng ca ngi tiu dng.
- Kin thc thng hiu: L kt qu kin thc ca khch hng v thng hiu.
- Phn ng ca ngi tiu dng i vi cc hot ng marketing ca thng
hiu
Nhng tin c bnca khi nim CBBE l sc mnh ca mt thng hiu
th hin nhng g nm trong tm tr v tri tim ca khch hng.Thch thc i
vicc nh tip thtrong vic xy dng mt thng hiu mnh l m bo khch hng
c nhng suy ngh, cm xc, hnh nh, nim tin, nhn thc, quan im, kinh nghim
v tr nn lin kt vi ccthng hiu.
1.3. Gi tr thng hiu nh l cu ni (Brand Equity as a Bridge)
Theokhi nim gi tr thng hiu da vo khch hng,kin thc ca ngi tiu
dng v thng hiu nh hng s khc bit v t biu hin v gi tr thng hiu.
Hin thc ha iu ny c ngha quan trng trong qun l.Gi tr thng hiu l cu
ni qu kh n tng laii vi cc nh maketing.
Thng hiu l s th hin ca qu kh.
Thng hiu hin ti l kt qu ca vic u t trong vic xy dng thng
hiu ca qu kh. Chi ph ny nhm to ra cc kin thc thng hiu trong tm tr ca
ngi tiu dung.
3

Thng hiu l mt hngcho tng lai.

Kin thc thng hiu m cc nh marketing to ra theo thi gian l nh
hng tng lai cho thng hiu. Khch hng s quyt nh da trn kin thc
thng hiu, gi tr ch thc v trin vng tng lai ca mt thng hiu.
Cc yu t khc c th nh hng n thnh cng ca thng hiu, bn cnh
khch hng, cn c cc yu t khc nh nhn vin,nh cung cp, cc thnh vin knh,
phng tin truyn th Tuy nhin, thnh cng vi khch hng thng rt quan trng
cho s thnh cng ca cng ty. V vy phn tip theo chng ta s xem xt kin thc
thng hiu vCBBE chi tit hn.
2. Xy dng thng hiu mnh: Kin thc thng hiu
T gc nhn ca cc khi nim CBBE, kin thc thng hiu l cha kha
to ra gi tr thng hiu, bi v n to ra hiu ng khc bit a n gi tr thng
hiu. Nhng g cc nh marketing cn l lm sao kin thc thng hiu tn ti
trong b nh ca khch hng.
Kin thcthng hiu l c hai thnh phn: Nhn bit thng hiu v hnh nh
thng hiu.
- Nhn bit thng hiu, bao gm:
+ Nhn din thng hiu
+ Nh n thng hiu
- Hnh nh thng hiu, bao gm:
+ Lin tng thng hiu

Thuc tnh

Phi sn phm

Sn phm

Li ch

Chc nng

Tri nghim

Biu tng

Thi

+ Lin tng c ch
+ Lin tng thng hiu mnh m
+ Lin tng thng hiu c o
Xem cc thnh phn to nn kin thc thng hiu trn s trang sau.

Cc thnh phn cu to nn kin thc thng hiu:

Nhn
bit
thng
hiu

Nhn din
thng
hiu

Nh n
thng
hiu

Phi sn
phm

Thuc tnh

Sn phm
Lin tng
thng
hiu

Kin thc
thng hiu

Lin tng
c ch
Hnh
nh
thng
hiu

Chc nn

Tri
nghim

Li ch
Thi

Biu tn

Lin tng
thng
hiu mnh
m

Lin tng
thng
hiu c
o

3. Ngun gi tr thng hiu

3.1.2Nhn bit thng hiu (Brand Awareness)
Nhn bit thng hiu bao gm: Nhn din thng hiu v nh n thng
hiu.
Nhn bit thng hiu l ngi tiu dng/cng chng c th bit v nh c
tn thng hiu, nhn dng c biu tng, cc thuc tnh ca thng hiu cng nh
phn bit c n trong mt tp cc thng hiu cnh tranh.

N cch khc, Nhn bit thng hiu l Ch ra lng ngi hay th trng mc
tiu c th nhn bit v s tn ti ca mt cng ty hay mt thng hiu c mt trn
th trng. Thng thng ngi ta thng phn chia lm hai kiu nhn bit: kiu th
nht l nhn bit t pht (top of mind), qua c th o lng phn trm s ngi
cp n thng hiu mt cch ngu nhin ngay khi c ngh lit k ra mt s
thng hiu trong mt loi sn phm no . Cn loi th hai l kiu nhn thc c gi
kiu ny o lng t l phn trm s ngi c th nhn din c mt thng hiu
ca mt loi sn phm no khi mt danh sch nhng thng hiu c a ra
cho h c th chn la.
- Cc cp bit n thng hiu
+ Nh n u tin
+ Khng nhc m nh
+ Nhc mi nh
+ Quan h cp bit n thng hiu vi gi tr thng hiu
+ Nng cao mc bit n thng hiu
Nhn din thng hiu: Khi nim nhn din thng hiu: Tng th cc lin
kt thng hiu bao gm lun c tn gi, kiu dng, logo, biu tng, slogan, mu sc,
thuc tnh sn phm cn thit cho hot ng truyn thng thng hiu. Nhng thuc
tnh ny cn thit khch hng v cng chng phn bit c thng hiu ca cc
ngi bn khc nhau.(David Aaker)

- Brand-as-product: Thng hiu gn vi cc c trng ca sn phm

- Brand-as-organization: Thng hiu gn vi cc c trng ca t chc
+ c im ca t chc

+ Thuc v a phng hay ton cu

- Brand-as-person: Thng hiu gn vi cc c trng ca con ngi
+ C tnh
+ Mi quan h vi khch hng
- Brand-as-symbol: Thng hiu gn vi c trng cc biu tng
+ Biu tng hu hnh (mu sc hoc kiu ch, logo)
+ Biu tng n d (Redbull)
+ K tha (nc mm Ph quc)
- Nhng li ch v nhn din thng hiu
+ Li ch nhn bit (Learning Advantages)
Nhn thc thng hiu nh hng n s hnh thnh v sc mnh ca s lin
tng thng hiu to nn hnh nh thng hiu. to ra mt hnh nh thng
hiu, u tin nh Marketing phi thit lp mt nt thng hiu trong tr nh, bn
cht ca n tc ng n ngi tiu dng d dng nhn bit v c nhiu s lin tng
thng hiu b sung. Bc u tin trong vic xy dng gi tr thng hiu l phi ghi
thng hiu trong tm tr ca ngi tiu dng. Nu cc yu t thng hiu sng c
la chn, nhim v tr nn d dng hn.
+ Li ch quan tm (Consideration Advantages)
Ngi tiu dng phi xem xt cc thng hiu bt c khi no h quyt nh
mua hng m n c th chp nhn hoc c th tha mn mt nhu cu. Nng cao nhn
thc thng hiu lm tng kh nng rng cc thng hiu s l mt b phn ca chiu
hng quan tm.
+ Li ch la chn (Choice Advantages)
Li ch th ba ca vic to ra mt mc cao ca nhn bit thng hiu l n
c th nh hng n s la chn gia cc thng hiu trong s xem xt cn nhc khi
nguoi tieu dung mua hng.
3.2. Hnh nh thng hiu
Brand Image (Hnh nh thng hiu): L tt c nhng g m khch hng rt
ra c t mt thng hiu. i vi ngi s dng th hnh nh thng hiu ch yu
c xc nh da vo cc kinh nghim thc t m mt sn phm hay dch v ca mt
thng hiu mang li v cch m n p ng c nhng nhu cu v mong i ca
khch hng; cn i vi nhng ngi khng s dng sn phm hay dch v th hnh
nh v mt thng hiu ph thuc hon ton vo nhng n tng, thi v nim tin
m cha c kim chng vi nhng thng tin y v xc thc.
Chng trnh marketing sng to ra mt hnh nh r rng s kt ni s lin
tng mnh m, hu ch v duy nht v thng hiu trong tr nh ca ngi tiu dung.
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S lin tng thng hiu (Brand Associations)

Brand Associations (S lin tng thng hiu): L nhng cm gic, nim
tin, v cc hiu bit v thng hiu m khch hng hay ngi tiu dng bit ti. S
lin tng thng hiu ny xut pht t nhng tri nghim ca khch hng vi thng
hiu , ph hp cng nh thng nht vi vic nh v thng hiu v phi c thc
hin trn c s d bit ha.
Strength of Brand Associations(Lin tng thng hiu mnh m):
L lin tng ca khch hng n mt hay mt s c trng ca ca sn
phm/thng hiu hoc cc i tng lin quan ti thng hiu. Nhn chung, kinh
nghim thc tin s to ra nhng lin tng v c tnh v li ch ca thng hiu
mnh m nht v tt nhin n cng c nh hng mnh n quyt nh ca khch hng
khi h c ni v chng.
Favorability of Brand Associations (Li ch lin tng thng hiu)
Nh tip th vin c th thng qua nhng thun li ny thuyt phc khch
hng rng vi thng hiu ny th tt c cc c tnh v li ch c lin quan s lm hi
lng hay lm tha mn nhu cu v mun ca khch hng, v d nh cm thy s thay
i ca thng hiu l tch cc.
Uniqueness of Brand Associations (Lin tng thng hiu c o)
Nhng thnh t c bn ca nh v thng hiu l thng hiu c th mnh
cnh tranh bn vng hoc b quyt bn hng c o m c th lm cho khch hng
thy chnh l l do hp l cho vic h quyt nh mua sn phm ca thng hiu
ny.
4. Nhn din v thit lp nh v thng hiu
4.1. nh ngha
nh v: Tm ra ch ng ph hp ca cng ty trong tm tr ca mt nhm
khch hng hoc mt phn khc th trng m sn phm hay dch v ca cng ty c
th ti a ha li ch .
nh v thng hiu: l phn ct li trong chin lc tip th. N l hnhng
xy dng hnhnh ca cng ty m trong tm tr ca khch hng mc tiu lun c s
tn ti ca n.
Vic a ra yu cunh v thng hiu nht thit phi c mt khung m t c
th (xcnh th trng mc tiu v bn cht ca cnh tranh).
4.2. Xc nh th trng mc tiu
Phn khc th trng
nh ngha: Phn khc th trng l chia th trng thnh nhng nhm ring
bit trong ton b khch hng, h phi ng nht v nhu cu,hnh vi tiu dng, v c
th dng chung mt chin lc marketing..Phn khc th trng i hi s nh i

gia chi ph v li ch.Mt phn khc th trng tt, th i hi cng ty cng phi thc
hin chng trnh tip th m p ng c nhu cu ca khch hng trong chnh phn
khc .
Tiu chun (c s) ca phn khc th trng
Khch hng c nhn:
Hnh vi tiu dng
Nhn khu hc
Tm l
Vng a l
Khch hng cng nghip:
Sn phm
iu kin mua hng
Cc ch s khch hng (s nhn vin, doanh thu)
Yu t hnh vi thng c dng cho vic nh v thng hiu.
Phn khc theo hnh vi
Nhm nhy cm: quan tm hng thm v hnh nh sn phm.
Nhm x hi (sociables): quan tm n hm rng trng
Nhm lo lng (worrier): quan tm n chng su rng
Nhm ph thuc: quan tm gi thp.
Phn khc theo lng trung thnh vi thng hiu
Nhm c th thay i thng hiu khc.
Nhm cha thay i, nhng c th trong tng lai.
Nhm cm thy thoi mi vi s la chn hin ti.
Nhm trung thnh

Ln theo hnh vi khch hng t lc nhn bit n lc s dng

4.3. Bn cht ca cnh tranh
Cnh tranh trc tip:Nhiu nh tip th gia th khng xc nh cnh tranh mt
ngha hp. Nghin cu cho thy thm ch mt thng hiu khng h i mt vi

nhng cnh tranh trc tip trong chng loi sn phm no , v cc thuc tnh cng
khng c quan h g vi cc nhn hng khc, nhng n vn chia s nhng lin tng
tru tng v i mt cnh tranh trc tip trong dng sn phm.
Cnh tranh thng xy ra trong li ch t c hn l trong thuc tnh sn
phmCc khung m hnh tham chiu: Cc thng hiu c th s dng nhiu khung
tham chiu hn l mt khung tham chiu no . l kt qu ca s cnh tranh trong
chng loi sn phm hoc d nh pht trin thng hiu trong tng lai hoc n cng
c th xy ra khi c nhiu chc nng tng ng c th hin nhiu dng sn phm
khc nhau.
Mt vi im tng ng v khc bit c th c chia s thng qua cc i th
cnh tranh, v mt s khc th ch a cho mt i th cnh tranh c bit no . V
vy, ty vo tnh hung m nh tip th nn quyt nh s lm g. Nu l tng, nh v
thng hiu mnh c th c xy dng v tr nn hiu qu khi s dng m hnh a
phng no .Ngc li, th cn thit u tin hoc chn nhng i th cnh tranh c
mi lin h v chn ra m hnh cnh tranh ph hp.
4.4. Nhng im khc bit v nhng im tng ng
Lin tng v nhng im khc bit
L nhng im khc bit ca thng hiu m cc i th cnh trnh khng c.
To s lin kt mt thit vi khch hng. H tin rng khng th tm nhng im
ny t i th cnh tranh.
Theo CBBE, im khc bit ny c th l chc nng ca sn phm, nng xut,
hoc tru tng nh hnh nh thng hiu
Lin tng v nhng im tng ng
Nhng im tng ng (Points of parity): Khng cn phi c nht i vi
mt thng hiu, trong thc t c th chia s vi cc thng hiu khc
Tng ng v chng loi: cn thit cho i din, nhng khng phi iu kin
cn v cho vic la chn thng hiu. Chng tn ti ti thiu cp sn phm
chung chung v gn nht vi cp sn phm mong i.
Tng ng v tnh cnh tranh: l nhng lin tng c a ra ph
nh li quan im v s khc bit ca i th cnh tranh. Ni cch khc, nu mt
thng hiu c th gi mc ha vn trong cc khu vc m i th cnh tranh ang
tm cch tm ra mt li th v t c n trong mt vi khu vc no , th thng
hiu phi l thng hiu mnh, kh b nh bi v c v th cnh tranh.
Tng ng v mi tng quan: l nhng lin tng tiu cc tim tng, xut
hin trong s tn ca ci khc, hn l nhng lin tng tch cc v thng hiu. Mt
thch thc cho cc tip th vin l c nhiu thuc tnh v li ch m chng c to ra
t nhng im tng ng v nhng im khc bit th li c mi quan h tri ngc
nhau.

10

Nhng quan im tng ng chng li nhng quan im v khc bit

Nhng quan im tng ng rt quan trng v chng l tin cho nhng
im khc bit: nu nhng im tng ng khng chc s khc phc nhng im yu
tim tng th nhng im khc bit cng c th khng khc phc c. Vi thng
hiu t c nhng im tng ng mt thuc tch hay li ch no , cn c mt
s lng khch hng ln tin rng thng hiu l tt.
Vi nhng im tng ng c mt vng hay l mt khong chp nhn c.
Thng hiu th khng h c xem l nh nhau vi nhng i th cnh tranh, nhng
ngi tiu dng phi cm thy l thng hiu c ci g tt mt thuc tnh hay
li ch c bit h s khng quan tm n nhng mt hn ch ca n.
Nhng im tng ng th d t c hn l nhng im khc bit, nhng
ni m thng hiu c ph din sc mnh tht s. Cha kha nh v thng hiu
l khng nn qu ch tm t c nhng im khc bit nh t c nhng s
tng ng cn thit, cnh tranh v tng quan.
5. Cc hng dn v nh v thng hiu
5.1. Xc nh v truyn thng v khung tham chiu cnh tranh
im bt u trong vic xc nh khung tham chiu cnh tranh cho vic nh v
thng hiu l tim ra dng sn phm lin quan. Nhng sn phm hay dng sn phm
no m thng hiu cnh tranh? V n th khc vi POPs v PODs.
Nhng dng sn phm lin quan ni cho khch hng bit mc ch m cng ty
ang mun t n khi ngi tiu dng s dng sn phm hay dch v ca h.
Truyn thng v li ch
m vi khch hng l thng hiu s c chuyn ti i nh l mt l do
chnh khch hng s dng dng sn phm, nhng tip th vin thng ni v li ch
ca cc dng sn phm lin quan. Nhng li ch c th hin qua phng thc n
thun l lm khch hng gi nh n ch khng hn ch c nh vo sc mnh ca
thng hiu.
S bt chc
i khi, mt thng hiu ng ch trong dng sn phm c th c bt
chc mt c im c bit ca dng sn phm lin quan.
M t sn phm
M t mt sn phm thng da theo tn thng hiu v thng c ngha kh
ln v ngun gc ca dng sn phm.
Xy dng mt thng hiu v dng sn phm c lin quan th thng cha
nh v thng hiu mt cch hiu qu. Nu nhiu cng ty lin kt li trong vic
a ra chin lc xy dng dng sn phm th kt qu c th l lm cho khch hng
bi ri.

11

5.2. La chn nhng im khc bit

Mt thng hiu phi a ra c mt l do ng thuyt phc v ng tin cy
ngi tiu dng chn la v khng chn nhng thng hiu khc. V lm c
iu ny th nhng c tnh cng nh nhng li ch ca thng hiu phi t c
nhng s khc bit, c 3 tiu chun m ng c quan tm nht l mong mun ca
khch hng, ngun cung ng v s khc bit
Tiu chun v s mong mun
Khch hng mc tiu phi thy c nhng im khc bit m c lin quan
hoc quan trng vi mong mun ca h. Tuy vy ch khc th cha m cn phi
tha mn c khch hng.
Tiu chun v kh nng cung ng
Tnh kh thi: Liu mt cng ty em n nhng li ch thng qua nhng im
khc bit? Sn phm v tip th phi c xy dng h tr cho nhng lin tng
mong i.
C kh nng truyn thng c: Cha kha truyn ti n khch hng l gi
n ngi tiu dng nhng thng ip v ngha thng hiu v l do chn thng
hiu. V r rng l vic cho khch hng bit c s tht v thng hiu m c th h
c th khng ti hc cha nhn ra c th d hn l thay i sn phm v
thuyt phc khch hng qua nhng gi tr thay i .
Tiu chun cho s khc bit
Ngi tiu dng mc tiu phi tm thy c s khc bit r rng v tt hn.
Khi nahf marketing mun a dng sn phm nhm to dng thng hiu th thch
thc chnh l lm sao s khc bit c th thc hin c v tn ti lu di. S bn
vng ph thuc vo s cam kt t ni b khi s dng nhng ngun lc bn trong v
bn ngoi.
5.3. Xy dng nhng im tng ng v nhng im khc bit
Thuc tnh tch bit
t nhng i khi li l s tip cn hiu qu thc hin hai chin dch tip
th khc nhau v mi chin dch ch dnh ring cho mt thuc tnh hoc li ch thng
hiu khc nhau. Nhng chin dch ny c th thc hin ng thi hoc lin tc.
n by vn ca cc ngun vn khc
Thng hiu c th lin kt nhiu loi ngun vn li vi nhau m s hu v
mt li ch hay thuc tnh ch l mt ngi, mt thng hiu khc,

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6. nh ngha v thit lp khu hiu thng hiu

nh ngha:
Khu hiu thng hiu l g?
Brand mantra l linh hn v tri tim ca thng hiu, ch gm 3 n 5 cm t,
n th hin y tnh cht v tinh thn ca nh v thng hiu. Mc ch c bn ca
n l m bo rng tt c nhn vin v i tc marketing bn ngoi hiu c nhng g
c bn nht m thng hiu th hin cho khch hng, v h iu chnh hnh ng ca
h tng ng.
ngha:
L cng c mnh m v hu ch n cung cp nh hng v nhng sn phm
ca thng hiu v nhng chin lc qung co ph hpGip ph din hnh nh
thng hiu ph hp.
Thit lp mt khu hiu thng hiu
Khu hiu phi m t c bn cht ca sn phm hoc dch v v cc dng li
ch hay kinh nghim m thng hiu mang li. Khu hiu thng hiu phi gi nh
c thng hiu. Mt khu hiu phi c c hai c im sau:
Truyn ti: Mt khu hiu hay nn xc nh r v dong sn phm hin hnh v
s c o ca n. Khu hiu thng hiu nn bao gm nhng im chung v nhng
im khc bit, c nht ca thng hiu.
n gin:Mt khu hiu thng hiu hiu qu nn d nh, ngn, c ng, sc
tch. Khu hiu khong 3 t thi l l tng.
Mt s gi lm thng hiu pht trin
Tng cng lng trung thnh v gim thiu thit hi
i vi mt s l do, mt s thng hiu c trng c s lng ln ngi tiu
dng trung thnh. Mt s thng hiu hng u c cc nh lnh o cn trng thay
i ngha ng k c trong thi ngi tiu dng v hot ng cnh tranh vi i
th. Ngi tiu dng s nh gi nhng thng hiu h gn b v t chi cc li
ngh ca i th cnh tranh, to ra mt dng doanh thu n nh cho cng ty. Mt
hnh nh thng hiu tch cc cng c kh nng vt qua mt cuc khng hong
thng hiu hoc suy thoi.
Khng thay i gi lin tc
Nhn hiu vi khch hng quyt nh gi sn phm da trn gi tr thng hiu.
Hn na, ngi tiu dng phn ng r rt v khng thch nghi vi vic tng gi hoc
gim gi thng hiu theo thi gian. Ph hp vi lp lun ny, nghin cu ch ra
rng ngi tiu dng trung thnh vi mt thng hiu t c kh nng thay i v gi.

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Thng nht hot ng ca cc knh phn phi

Bn bun, bn l v cc trung gian khc trong knh phn phi ng mt vai tr
quan trng trong vic bn nhiu sn phm. Hot ng ca h do c th thnh cng
hoc hn ch s thnh cng ca thng hiu. Nu mt thng hiu c mt hnh nh
tch cc, cc nh bn l v trung gian khc c nhiu kh nng p ng mong mun
ca ngi tiu dng v tch
y mnh marketinh hiu qu
Sn Phm l mt tp hp cc li ch, Cc li ch ny khi p ng nhu cu ca
khch hng th c gi l gi tr. V mt tp hp cc li ch bao gm cc yu t khc
bit (hay yu t nhn din, bn sc) c cng nhn, s tr thnh thng hiu.Thc
hin tng mt thng hiunn c pht trin cng mt lc nh l nh v thng
hiu. Nhchng ta thy, nh v thng hiu thng l kt qu ca mt cuc kim
tra chuyn su ca thng hiu thng qua mt s hnh thc kim ton thng hiu
hoccc hot ng khc.

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