Hc Vin Ti Chnh

B mn Marketing

Bi ging :

MARKETING

Th.s Nguyen Quang Tuan

H Ni 2016
1

Chng1: i cng v marketing

1.1 S ra i v pht trin ca Marketing

Marketing c in

Marketing hin i
1.2 Cc khi nim c bn ca marketing
1.3 Qun tr Marketing
1.4 Phn loi marketing
1.5 Chc nng v vai tr ca marketing

1.2 i t ng, ni dung v phng php nghin cu

1.3 Marketing Vit Nam

Nhng yu t quyt nh thnh

cng trong kinh doanh (4 M)

Ti chnh : Money

Cng ngh, k thut : Machine

Qun l : Management

Marketing

Marketing l g?

Qung Co?
Khuyn mi ?
Quan h cng chng?
Ngh Thut bn hng?
Dch v khch hng?
Tip Th?
4

L thuyt Marketing c in

Thi gian ra i
T u th k XX n gi th k XX

Hon cnh ra i
X hi :Tng i n nh
Th trng: Th trng ca ngi bn

Ni dung hot ng
Tm kim th trng bn hng ho
Cc gii php kch thch tiu th

L thuyt Marketing c in
T tng kinh doanh Bn ci doanh
nghip c
Mang tnh cht p t
t quan tm n nhu cu th trng
Thiu gii php p ng nhu cu

Phm vi ph bin : Ph bin M

Linh vc ng dng : Kinh doanh
6

L thuyt Marketing hin i

Thi gian ra i : Gia th k XX n

nay
Hon cnh ra i

X hi: Mu thun v Khng hong

Th trng :Th trng ca ngi mua

c im bao trm

L cuc cch mng trong lnh vc kinh doanh

7

L thuyt Marketing hin i

Ni dung hot ng

Bt u t hot ng nghin cu th trng

Thit k v sn xut sn phm
Tiu th sn phm
Dch v sau bn hng

Vn cn bn

Sn xut ci g?
Tiu th nh th no?
8

L thuyt Marketing hin i

T tng KD:
Ch SX v bn ci th trng cn

p ng nhu cu th trng l vn c bn
nht ca Marketing
Coi trng nghin cu nm bt nhu cu
Xy dng cc gii php tho mn nhu cu

Phng chm kinh doanh: Tho mn tt

nht nhu cu ca thi trng v khch hng
9

L thuyt Marketing hin i

Trit l quan h trong kinh doanh

Khch hng lun lun ng

Khch hng l nhn vt trung tm ca

hot ng kinh doanh
Chm sc khch hng l cng vic quan trng
nht trong kinh doanh
Lun t mnh vo a v khch hng v
suy ngh theo li suy ngh ca h
10

L thuyt Marketing hin i

Trit l quan h kinh doanh Khch hng lun lun

ng
a dng ho cc gii php kinh doanh tho mn
nhu cu a dng ca khch hng
Coi trng cc hot ng nghin cu khch hng
Thit lp h thng gii php chm sc v phc v
khch hng tt nht
Phm vi ng dng : Mi quc gia i theo kinh t
th trng
11
Lnh vc ng dng : Rng ri

Nhng khi nim c bn

Nhu cu(Needs)
cm gic thiu ht mt ci g
m con ngi cm nhn c

Mong mun(wants)
Mong mun l cch thc biu hin
nhu cu t nhin tng ng vi trnh
vn ha v c tnh ca con ngi
12

Nhng khi nim c bn

Yu cu tiu dng(Demands)
Yu cu tiu dng l mong mun c m
bo bng kh nng thanh ton

Hng ho
Hng ha l tt c nhng g c th tha
mn c mong mun hay yu cu v c
cung ng cho th trrng nhm mc ch
thu ht s ch , mua v s dng ca
khch hng
13

Nhng khi nim c bn

th trng

Th trng bao gm tt c cc khch hng

hin ti v tng lai c cng mt nhu cu v
mong mun c th , c kh nng tham gia
vo trao i v giao dch tha mn
nhu cu v mong mun ca mnh

Marketing

Marketing l mt dng hot ng ca con ng

i nhm tha mn nhng nhu cu v mong
mun thng qua trao i
14

Nhng khi nim c bn

Marketing : ( vin nghin cu Marketing Anh )
Marketing l chc nng qun l cng ty v
mt t chc qun l ton b cc hot
ng kinh doanh , t vic pht hin ra
v bin sc mua ca ngi tiu dng thnh
nhu cu thc s ca mt mt hng c
th, n vic a hng ha ti ngi
tiu dng cui cng nhm am bo cho
cng ty thu c li nhun nh d kin
15

Qun tr marketing

Khi nim
Cc quan im qun tr
marketing
Qun tr qu trnh Marketing

16

Qun tr marketing
Hip hi Marketing M: Qun tr Marketing l
qu trnh lp k hoch v thc hin k hoch
, nh gi, khuyn mi v phn phi hng
ha, dch v v tng to ra s trao i
vi cc nhm mc tiu, tha mn nhng mc
tiu ca khch hng v t chc.
17

Cc quan im qun tr
Marketing
1, Quan im trng sn xut :
Quan im trng sn xut cho rng ngi tiu dng s
a chung nhng sn phm c bn rng ri vi gi
h. V vy, vic qun tr Marketing cn phi tp trung
vo vic y mnh sn xut v phn phi sn phm.

18

Cc quan im qun tr
Marketing
2, Quan im trng sn phm :
Quan im trng sn phm khng nh rng ngi tiu
dng s a chung nhng sn phm c cht lng cao
nht, nhiu cng dng hoc tnh nng mi nht. V
vy, vic qun tr Marketing cn tp trung mi n lc
vo vic lm ra nhng sn phm thng hng v
thng xuyn ci tin chng.

19

Cc quan im qun tr
Marketing
3, Quan im trng bn hng:
Quan im trng bn hng khng nh rng, ngi tiu
dng s khng mua sn phm ca cng ty vi s
lng ln nu cng ty thiu cc n lc bn hng v
khuyn mi mnh m.

20

Cc quan im qun tr
Marketing
4, Quan im Marketing:
Quan im Marketing khng nh rng, cha kha
t c cc mc tiu ca cng ty l xc nh c
nhu cu cng mong mun ca cc th trng mc
tiu v m bo mc tha mn mong mun bng
nhng phng thc hu hiu v hiu qu hn so vi
cc i th cnh tranh.

21

Cc quan im qun tr
Marketing
5 , Quan im Marketing x hi :
Quan im Marketing x hi khng nh rng, nhim
v ca cng ty l xc nh nhng nhu cu, mong
mun v li ch ca th trng mc tiu v m bo
nhng mc tha mn mong mun mt cch hu
hiu v hiu qu hn cc i th cnh tranh, ng
thi bo ton hay nng cao mc phc li ca ngi
tiu dng v x hi.
22

La chn th trng mc tiu v nh

v sn phm
Tin hnh phn on th trng
o lng v nh gi mc hp dn ca cc on th
trng
a ra cc phng n v la chn th trng mc tiu
Xy dng mt chin lc to c im khc bit v xc
nh v tr i vi th trng mc tiu ny (chin lc nh
v sn phm ca cng ty)

23

Phn loi Marketing

Cn c vo hnh thi vt cht ca qu

trnh trao i

Marketing hng ha
Marketing phi hng ha

Cn c vo phm vi ng dng

Marketing doanh nghip v t chc

Marketing ngnh kinh t
Marketing quc t ...
24

Phn loi Marketing

Marketing kinh doanh

Marketing cng nghip

Marketing thng mi
Marketing dich v

Marketing phi kinh doanh

Marketing
Marketing
Marketing
Marketing

chnh tr
ngoi giao
th thao , vn ho
x hi
25

Chc nng ca Marketing

Chc nng tho mn nhu cu

tt nht ca x hi
Chc nng tng cng kh nng
thch ng v kh nng cnh
tranh ca doanh nghip
Chc nng y mnh tiu th
Chc nng tng cng hiu qu
ca sn xut kinh doanh
26

Vai tr ca Marketing

Vi qun l kinh t v m

C s xy dng cc chnh sch qun l

kinh t
m bo s pht trin bn vng n nh cho
nn kinh t

Vi cc doanh nghip

Mt trong bn yu t quyt nh thnh cng

Nng cao uy tn, cng c thng hiu, tng c
ng kh nng cnh tranh, chinh phc khch hng

27

Chng 2: h thng thng tin v mi

trng marketing
2.1 H thng thng tin v nghin cu
marketing:
- H thng thng tin Marketing
- Nghin cu Marketing
2.2 Phn tch mi trng Marketing:
- Tng quan v mi trng marketing
- Mi trng marketing v m
- Mi trng marketing vi m
28

H thng thng tin marketing

H thng thng tin Marketing l mt h thng
tng tc gia con ngi vi cc thit b v
phng php hot ng thng xuyn nhm thu
thp, phn loi, phn tch, nh gi v phn phi
thng tin cn thit kp thi v chnh xc cho
nhng ngi son tho cc quyt nh
marketing.
29

H thng thng tin marketing

Chc nng ca h thng thng tin marketing :
Xc nh ng cc nhu cu v thng tin cho ph hp vi
mc tiu ca doanh nghip trong tng giai on c th
Thu thp v lu tr cc d liu thng tin marketing t
cc ngun bn trong v bn ngoi doanh nghip;
Phn loi, lp danh mc v phng php truy lc d liu
to ra cc thng tin hu dng, h tr c lc cho vic
xy dng cc chin lc marketing
Cung cp cc thng tin marketing ng nh dng mt
cch kp thi n tng i tng s dng.
30

H thng thng tin marketing

H thng thng tin marketing bao gm cc
yu t cu thnh c bn:
H thng bo co ni b
H thng thu thp thng tin marketing bn ngoi
H thng nghin cu marketing
H thng phn tch h tr cc quyt nh marketing

31

H thng bo co ni b
H thng bo co ni b m bo cung cp thng tin cho cc
nh qun tr mt cch kp thi v t tn km nht
Thng qua h thng bo co n i b nh: cc bo co k ton,
bo co ti chnh, bo co v n t hng, bo co tnh hnh
tiu th, tnh hnh th trng cc nh qun tr marketing co
c m t bc tranh ton cnh v cc hot ng caDN

32

H thng bo co ni b
Trong cng ty cn thnh lp b phn ph trch
thng tin ni b nm bt nhu cu thng tin ca
cc nh qun tr ,to iu kin thun li cho h a ra c cc
quyt nh c bn.
Cn nm vng nhu cu thng tin ca tng nh qun tr :
Nhng loi quyt nh no h phi thng xuyn thng qua?
Nhng loi thng tin no h cn co thng qua quyt nh o?
H thng nhn c nhng loi thng tin no?
nh k h cn phi nghin cu nhng vn g?
H mong mun c cung cp nh k nhng loi thng tin v chng
trnh phn tch s liu no
33

H thng thu thp thng tin

bn ngoi
Nu h thng ghi chp ni b cung cp nhng ti liu
v kt qu th h thng thu thp thng tin marketing t
bn ngoi thng cung cp cho cc nh qun tr
nhng thng tin cho bit tnh hnh thc t ang din
ra nh th no.
H thng thu thp thng tin marketing t bn ngoi
doanh nghip bao gm: cc ngun thng tin v
phng php m thng qua o nh qun tr nhn
c nhng thng tin thng ngy xy ra trong mi
trng kinh doanh ca mnh.
34

Ngun thng tin bn ngoi

Qua cc ngun thng tin i chng nh: v tuyn, bo
ch, i pht thanh,
Thng qua vic tip xc vi khch hng, cc nh cung
cp, nhng ngi phn phi v nhng ngi khc khng
phi l nhn vin ca doanh nghip
Mua thng tin t cc t chc chuyn cung cp thng tin
Thnh lp mt b phn chuyn trch thu thp v ph
bin thng tin marketing thng ngy bn ngoi.
Thu thp thng tin qua vic tuyn ngi v nhn vin
ca i th cnh tranh.
35

H thng nghin cu marketing

Nghin cu marketing l qu trnh thu thp v
phn tch, trnh by c h thng cc thng tin v cc
vn hoc cc c hi marketing p ng yu cu
c th ca doanh nghip trong tng thi k
Nghin cu marketing l c s quan trng doanh
nghip xy dng chin lc marketing, nh hng
vic ci tin, i mi v nng cao tnh thch ng ca
sn phm vi nhu cu ca th trng
Cc doanh nghip co th tin hnh nghin cu
marketing bng cch : T lm, thu ngoi, kt hp
36

Quy trnh nghin cu marketing

Nm bc c bn:
Xc nh vn v mc tiu nghin cu
Thit k v ph chun d n nghin cu
chnh thc
Thu thp thng tin ( thng tin th cp v
s cp)
Phn tch v x l thng tin
Trnh by v bo co kt qu nghin cu
37

Mi trng marketing
* Theo Philip Kotler:
Mi trng Marketing ca Cng ty l
tp hp nhng tc nhn v nhng lc
lng hot ng bn ngoi Cng ty c
nh hng n kh nng qun tr
marketing trong vic thit lp v duy
tr mi quan h hp tc tt p vi cc
khch hng mc tiu.
38

Phn tch mi trng marketing

Hai nhom c bn ca mi trng marketing :
+ Mi trng Marketing v m: gm cc yu
t, cc lc lng x hi rng ln nh hng n
mi nhn t trong mi trng vi m cng nh
cc quyt nh marketing ca doanh nghip
+ Mi trng Marketing vi m: bao gm cc
yu t c lin quan cht ch n doanh
nghip v nh hng n kh nng phc v
khch hng ca doanh nghip
39

cc nhn t ca mi trng v m
1- Mi trng kinh t :
Mi trng kinh t ng vai tr quan trng nht trong s
vn ng v pht trin ca th trng; c th nh hng
trc tip hoc gin tip n din bin ca cung,
cu v mi quan h cung - cu trn th trng; nh h
ng n quy m v c im cc mi quan h
trao i trn th trng.
Mi trng kinh t c phn nh thng qua: tc tng
trng ca nn kinh t, xu hng ca GDP, t l lm
pht, t l tht nghip; Thu nhp v tc tng
thu nhp,c cu chi tiu v s thay i c cu chi
tiu ca khch hng...
40

cc nhn t ca mi trng v
m
2- Mi trng nhn khu (dn c) : nh hng n c s
lng v c im, tnh cht ca nhu cu th trng
+ S lng dn s, mt dn s
+ C cu dn s (theo cc tiu thc khc
nhau)
+ Quy m h gia nh
+ Qu trnh th ho v di dn
+ Trnh dn tr
+ Thu nhp v chi tiu
41

cc nhn t ca mi trng
v m
3- Mi trng t nhin: Bao gm cc yu t t nhin
nh hng trc tip ti cc yu t u vo ca cc
doanh nghip v t tc ng ti qu trnh sn
xut- kinh doanh:
Tnh trng khan him v ti nguyn, khong sn
Chi ph v nng lng gia tng,
nhim ngy cng nghim trng
S can thip ca chnh ph vo vic qun l qu
trnh s dng cng nh vic ti sn xut cc ngun ti
nguyn
42

cc nhn t ca mi trng
v m
4- Mi trng cng ngh : Bao gm cc yu t nh
hng n s sng to sn phm v c hi th trng, lm thay i
c bn cht ca s cnh tranh
Tin b k thut gp phn to ln vo vic to ra sn
phm mi to ra cc th lc cnh tranh trn th tr
ng
Cch mng khoa hc k thut nh hng n chu k
sng ca sn phm
K thut v cng ngh l mt trong nhng nhn t nh hng mnh
m n chi ph sn xut kinh doanh v nng sut lao ng
43

cc nhn t ca mi trng
v m
5- Mi trng chnh tr php lut:
Co nh hng trc tip n cc mi quan h cng nh hot
ng ca th trng. S nh hng din ra theo hai chiu
hng: hoc l khuyn khch, to iu kin thun li, hoc l
km hm v hn ch s pht trin ca th trng.
Cc yu t thuc mi trng chnh tr bao gm: H thng lut
php, th ch; cc chnh sch v ch trong tng thi k;
Cc quy nh, tiu chun, lut l; Tnh hnh chnh tr v an
ninh...

44

cc nhn t ca mi trng
v m
6 -Mi trng vn ho- x hi: Tc ng rt ln ti
s hnh thnh v pht trin nhu cu th trng :
Bn sc vn ho dn tc
Trnh vn hoa v thc ca ngi dn,
Chnh sch v kt qu u t cho vic pht trin vn hoa x hi
Cc cng trnh, cc phng tin thng tin vn ho x hi
Cc s kin vn hoa v phong tro hot ng VH-XH...

45

Phn tch mi trng v m

(M HNH PEST)
Chnh tr
(Political)

Xu hng GNP
Li sut
Lm pht
Tht nghip
S sn c ca ngun lc
Chu k hot ng

S n nh chnh tr
Lut lao ng
Chnh sch thu
Lut bo v mi trng

X hi
(Social)

Kinh t
(Economic)

Pht hin cng ngh

mi
Tc chuyn giao CN
Chi tiu ca chnh ph
v nghin cu pht
trin
Tc li thi ca

Dn s v nhn khu hc
Phn phi thu nhp quc
Phong cch sng
Dn tr/ vn ho

Cng ngh
(Technological)

46

Cc nhn t thuc mi trng

vi m
Nhng ngi cung ng
Cc trung gian marketing
Khch hng ( c nhn v t chc )
Gii cng chng trc tip
i th cnh tranh
Ni b doanh nghip

47

Nhng ngi cung ng

L nhng ngi cung cp cho doanh nghip v
cc i th cnh tranh nhng yu t cn
thit cho qu trnh sn xut kinh doanh
nh: my mc, thit b, nguyn vt liu, nhin
liu, lao ng, ti chnh
Doanh nghi p cn ch xy dng mi quan h lu di vi
cc nh cung ng ln c uy tn, va m bo duy tr c
qu trnh sn xut kinh doanh lin tc va gim thiu c
ri ro trong kinh doanh do cc nh cung ng gy ra.

48

Cc trung gian marketing

Trung gian marketing bao gm cc t chc dch v,
cc doanh nghip khc v cc c nhn h tr cho
doanh nghip t chc tt vic a sn phm, hng
ha, dch v ca mnh ti tay ngi tiu th cui
cng (nh mi gii marketing, cc nh bn
bun, i l, bn l)
Ngoi ra trung gian marketing cng bao gm cc
n v vn chuyn, cc trung gian ti
chnh (ngn hng, bo him), cc cng ty
qung co, cc hng truyn thng
49

Khch hng
Khch hng l i tng phc v chnh ca doanh nghip, l
yu t quan trng nht quyt nh ti s thnh bi trong kinh
doanh . Khi nghin cu khch hng cn lu mt s vn
c bn sau:
H l ngi va mua hng ca cng ty, va mua hng ca i
th cnh tranh
Co nhiu dng khch hng khc nhau, cch ng x v hnh vi
ca h co s khc bit (cc c nhn, cc h gia nh, cc
doanh nghip, cc trung gian phn phi)
Mong mun v th hiu tiu dng lun thay i theo khng
gian v thi gian
50

Gii cng chng trc tip

Theo Philip Kotler : Cng chng trc tip l mt
nhm bt k t ra quan tm thc s hay c th
s quan tm n t chc hay c nh hng n
kh nng t ti nhng mc tiu ra ca n
Cng chng tch cc: l nhm quan tm n
Cng ty vi thi thin ch
Cng chng tm kim: l nhm m doanh
nghip ang tm kim s quan tm ca h
Cng chng khng mong mun: l nhm m
doanh nghip c gng thu ht s ch ca h, nh
ng buc phi n h
51

Phn tch i th cnh tranh

i th cnh tranh ca mnh l ai?
Cc chin lc ca h nh th no?
Mc tiu ca h l g?
Nhng im mnh v im yu ca h?
Cch phn ng ca h nh th no?

52

Cc loi i th cnh tranh

1- i th cnh tranh cng tha mn nhng mong
mun khc nhau: phng tin i li, Gii tr,du
lch
2 - i th cnh tranh gia cc loi hng ho p ng
cng mt mong mun : xe my, t,xe p
3- i th cnh tranh gia cc mt hng khc nhau:
xe my thng dng,xe my th thao
4- i th cnh tranh gia cc nhn hiu : xe my
honda, yahama
Ch : cn phn tch c i th cnh tranh hin
ti v i th cnh tranh tim n
53

Cc p lc cnh tranh
(Michael E. Porter, 1980s)
i th
tim tng
Mi e do
Quyn lc ca nh ca
i th mi
cung ng
Ngi cung ng
i th hin ti
Mi e do
ca hng thay th

Khch hng

Quyn lc ca
khch hng

Hng thay th
54

Ni b doanh nghip
Ti chnh- k ton
Cung ng vt t
Qun tr nhn s
Nghin cu pht trin
Cng ngh-k thut
Sn xut tc nghip
Ghi nh: Cn xy dng chin lc marketing ton
cng ty

55

Chng 3: Hnh vi mua ca

khch hng
3.1 Cc loi khch hng ca doanh
nghip
3.2. Hnh vi mua ca ngi tiu dng
3.3 Hnh vi mua ca t chc

56

Khch hng ca doanh nghip

Khch hng l c nhn: Chim t
trng ln
Khch hng l t chc:
- Khch hng l cc doanh nghip : Bao
gm doanh nghip sn xut v thng
mi
- Khch hng l cc t chc phi li nhun

57

Hnh vi mua ca ngi tiu dng

Th trng ngi tiu dng: Bao gm nhng c nhn
v h gia nh hin c v tim n mua hng ha,
dch v phc v cho nhu cu tiu dng ca c
nhn.
Hnh vi mua ca ngi tiu dng: l ton b hnh
ng m ngi tiu dng bc l ra trong qu trnh trao
i sn phm. l cch thc m ngi tiu dng s
thc hin a ra cc quyt nh s dng ti sn
ca mnh, lin quan n vic mua sm v s dng
hng ha, dch v nhm tho mn nhu cu c nhn.
58

Hnh vi ca ngi mua

M hnh chi tit hnh vi ca ngi
mua:

Cc nhn t kch
thch
Marketi
ng

Mi trng

Sn
phm
Gi c
Phn
phi

Kinh t
KHKT
Vn ho
Cnh
tranh

Hp en
thc ca ng
i mua

Cc
c
tnh
ca
ngi
mua

Qu
trnh
quyt
nh
mua
hng

Phn ng ca
ngi mua
La chn
ho
La chn
hiu
La chn
KD
La chn

hng
nhn
nh
khi
59 l

Cc nhn t nh hng n
hnh vi NTD
Vn ha
Vn ha
Nhm vn ha nh
Tng lp x hi

X hi
Nhm nh hng
Gia nh
Vai tr v a v

C nhn
Tm l
ng c
S nhn thc
Hc hi
Nim tin v thi

Tui v chu k sng

Ngh nghip
Tnh trng v kinh t
Phong cch sng
Tnh cch

60

Qu trnh thng qua quyt nh

mua hng
Vai tr ca cc ch th trong vic mua sm
+ Ngi khi xng: Ngi u tin nu ln tng mua mt
sn phm hay dch v c th.
+ Ngi c nh hng: Ngi m quan im hay kin ca
h c nh hng mnh n quyt nh mua ca ngi tiu
dng.
+ Ngi quyt nh: Ngi quyt nh mi yu t trong
quyt nh mua sm: C nn mua khng, mua ci g,
mua u
+ Ngi mua: Ngi thc hin vic mua sm thc t
+ Ngi s dng: Ngi tiu dng hay s dng sn phm hay
dch v
61

Qu trnh thng qua quyt nh

mua hng
Nhng giai on ca qu trnh
thng qua quyt nh mua sm :
thc nhu cu
Tm kim thng tin
nh gi cc phng n
Quyt nh mua hng
Hnh vi hu mi : cm gic v hnh vi sau khi
mua
62

Cn ch phn tch thi

v hnh vi sau mua

K vng ca ngi tiu dng c so snh vi

kt qu sau khi s dng sn phm
S tha mn sau mua s nh hng ti hnh vi
mua tng lai
Nhng li bnh phm truyn ming
Cn thit lp mi quan h cht
ch vi KH sau khi mua v theo di
phn ng ca h
63

Hnh vi mua ca t chc

Khi qut v th trng ngi mua l t
chc;
+ Nhng t chc mua hng bao gm cc
doanh nghip v cc t chc phi li nhun
+ Doanh nghip li chia thnh hai nhm: mua
phc v cho qu trnh sn xut; cc doanh
nghip thng mi mua sn phm kinh
doanh, bn li.
+ i tng trao i l nguyn nhin vt liu,
vt t thit b hoc hng tiu dng

64

c im ngi mua l t
chc
S lng ngi mua t hn
Khi lng sn phm trong mi giao dch thng ln
Khch hng v ngi cung ng thng c mi quan
h cht ch.
Thng mua trc tip khng qua trung gian
Hu ht nhu cu mua hng ca cc t chc u
bt ngun t nhu cu ca ngi tiu dng
Nhu cu mua ca cc t chc thng t thay i
S ngi c nh hng n quyt nh mua nhiu
hn
Ngi mua hng chuyn nghip hn
65

Nhng ngi c nh hng n quyt

nh mua
Ngi quyt nh: quyt nh ni dung mua v
nh cung cp (nhn vin k thut, ngi cung
ng,CEO)
Ngi ph duyt: lnh o theo phn cp
Ngi nh hng n quyt nh mua: t vn,k
thut
Ngi trc tip mua hng: Ngi s lin h vi cc nh
cung cp, v trc tip t hng
Ngi s dng:h c th xut vic mua v gip
xc nh quy cch k thut ca sn phm
66

Ch khi phn tch

Ai l nhng ngi tham gia ch yu vo vic
quyt nh?
H c nh hng n nhng quyt nh
no?
Mc nh hng ca h ra sao?
H s dng nhng tiu chun nh gi no?
Phng thc tip cn vi tng i tng
67

Qu trnh thng qua Q. mua

1.
2.
3.
4.
5.
6.
7.
8.

thc vn
M t khi qut nhu cu
Xc nh quy cch sn phm
Tm kim ngi cung ng
Yu cu cho hng
La chn ngi cung ng
Lm th tc t hng
nh gi kt qu thc hin

68

Qu trnh mua ca t chc

Nhn
Nhnthc
thcvn
vn

M
Mt
tchung
chungv
vnhu
nhucu
cu
c
cim,
im,tiu
tiuthc
thcKT
KTca
caSP
SP
Tm
Tmkim
kimnh
nhcung
cungng
ng
Xem
Xemxt
xtcc
ccbn
bncho
chohng
hng
La
Lachn
chnnh
nhcung
cungng
ng
Chun
Chunb
bn/
n/hp
hpng
ngmua
muahng
hng
Xem
Xemxt
xtmc
mc
tho
thomn
mnsau
saumua
mua

69

Chng 4: Phn on th trng, la

chn th trng mc tiu v nh v
S.P
4.1, Phn on th trng
4.2, La chn th trng mc tiu
4.3, nh v sn phm

70

phn on th trng
- Phn on th trng l vic phn chia th tr
ng thnh cc b phn khc nhau cn c vo
cc k thut v tiu thc phn on nht
nh, m bo sao cho trong cng mt on
th trng cc khch hng u c cng mt c
im tiu dng nh nhau i vi sn phm
- on th trng l mt nhm khch hng c s
ng nht v nhu cu v c phn ng nh nhau
i vi cc hot ng marketing ca doanh
nghip.
71

l do phn on
T pha th trng
T pha doanh nghip
Hiu qu ca gii php
Marketing

72

Cc tiu thc phn on th trng

Phn on th trng theo v tr a l

Phn on th trng theo yu t nhn
chng hc ( tui tc, gii tnh, thu thp,
tn gio)
Phn on th trng theo yu t x hi
v tm l (giai tng, a v, tm l )
Phn on th trng theo yu t hnh
vi (ng c tiu dng, thi , s thu
chung )
73

phng php phn on

1, P.P chia ct:
Doanh nghip da trn c s cc tiu thc la
chn phn chia th trng thnh cc b phn
khc nhau ph hp vi c im ca tng tiu
thc . Sau kt hp cc hp cc tiu thc
bao gm c cc tiu thc chnh v tiu thc ph
vo trong tng on th trng. Phng php ny
m bo c chnh xc tng i cao nu
th trng sn phm c t tiu thc phn on
v mi tiu thc c t tnh trng phn bit( v
d: th trng qun o may mc sn)
74

phng php phn on

1, P.P tp hp:
Doanh nghip tin hnh thnh lp tng nhm ngi
tiu dng c thi v c im tiu dng
ging nhau i vi sn phm. Cc tiu thc ch
yu tp hp cc nhm khch hng thng l
c im hnh vi v tm l ch khng phi
cc yu t nhn chng hc ( Ngi ta c th chia
cc khch hng trn th trng thuc l thnh cc
nhm: thch ht, khng thch ht, ht khng
n nh...)

75

Chin lc phn on
1- Chin lc khng phn bit:
l chin lc trong doanh nghip coi
th trng l mt th ng nht, tt c
cc khch hng u c li ch tiu dng v
c im nh nhau i vi sn phm. V
vy, nh kinh doanh c th p dng mt
chin lc marketing thng nht cho ton
b th trng, vi mt sn phm cng loi,
theo mt mc gi nh nhau, cng vi cc
knh phn phi v k thut xc tin ym
tr ging nhau.
76

Chin lc phn on
2- Chin lc a phn on:
Chin lc ny coi th trng l mt th
thng nht nhng khng ng nht. Theo
chin lc ny, nh kinh doanh cn phn
chia th trng thnh nhiu on khc
nhau tng ng vi tng tiu thc phn
on la chn, sau xy dng mt h
thng cc chnh sch marketing phn
bit ph hp vi cc on th trng la
chn nhm khai thc c hiu qu cc
an th trng
.
77

Chin lc phn on
3- Chin lc phn on tp trung:
Chin lc phn on tp trung cng coi th tr
ng l mt th thng nht nhng khng ng
nht. Song do ngun lc ca doanh nghip
b hn ch nn sau khi phn on th trng,
doanh nghip chn mt hoc mt vi on
th trng thch hp nht v tp trung cc n
lc kinh doanh theo hng chuyn mn ho
nhm chim lnh v khai thc tt nht an
th trng mc tiu ca mnh
78

Cn c la chn Chin lc phn

on

Kh nng ti chnh ca mnh (nu kh nng ti

chnh c hn nn la chn chin lc phn on tp
trung).
Mc ng nht ca sn phm
Giai on trong chu k sng ca sn phm (khi cng
ty a mt hng mi ra th trng nn s dng chin l
c khng phn bit hay chin lc phn on tp
trung)
Mc ng nht ca th trng
Nhng chin lc Marketing ca cc i th cnh
tranh;...
79

Yu cu khi phn on th trng

C th
o lng c

C
Cth
thphn
phnbit
bit
c
cr
rrng
rng
v
vkh
khthi
thi

Yu cu chn
Tiu thc phn
Don th trng

C
Cth
thtip
tip
cn
cnc
c

C
Cquy
quym
m
ng
ngk
k

80

La chn th trng mc tiu

Th trng mc tiu l b phn th trng ph hp

nht vi c im v kh nng kinh doanh ca
doanh nghip, l b phn th trng em li
hiu qu kinh t cao nht cho nh kinh doanh.
xc nh c th trng mc tiu, trc tin
doanh nghip cn phi tin hnh phn on
th trng. Da trn c s c im ca tng
on th trng, doanh nghip tin hnh phn
tch v nh gi mc hp dn ca tng
on th trng t xc nh c on th tr
ng mc tiu ca mnh.
81

Tiu thc nh gi cc on
th trng
1,Quy m v s tng trng ca tng
on th trng
nh gi c quy m v s tng trng
ca th trng, doanh nghip cn thu
thp c nhng thng tin v doanh s,
tc tng ca doanh s bn ra, mc li
v t l thay i ca mc li, mt
dn c v tc gia tng dn s,.....
82

Tiu thc nh gi cc on
th trng
2,

Mc hp dn ca tng on th trng:S
hp dn ca th trng thng c nh gi qua
mc cnh tranh trn on th trng
.Mun nh gi chnh xc mc hp dn
ca th trng, doanh nghip c th da trn
mt s tiu chun sau:
Kh nng gia nhp v rt lui khi th trng; S
xut hin ca cc sn phm thay th; Sc p
ca khch hng, ;Sc p t pha cc nh cung
ng
83

Tiu thc nh gi cc on
th trng
3, Cc mc tiu v kh nng ca doanh
nghip: doanh nghip cn phi xc nh r
mc tiu m mnh theo ui cng nh phn tch
chnh xc nng lc thc s ca mnh. Mt on
th trng hp dn vn c th c b qua nu
n khng ph hp vi mc tiu lu di v kh
nng ca doanh nghip doanh nghip; cn phi
phn tch n cc kha cnh nh nng lc ti
chnh, trnh cng ngh, kh nng t chc,
qun l,... xem c th kinh doanh thnh cng
trn on th trng hay khng?
84

La chn th trng mc tiu

Sau khi nh gi c mc hp dn ca tng b
phn th trng, nm vng mc tiu v phn tch k kh
nng ca mnh, doanh nghip cn quyt nh nn chn
on th trng no cn xm nhp hay doanh nghip c
th xm nhp vo bao nhiu on th trng
- DN c th xc nh th trng mc tiu theo 5 phng n:
Tp trung vo mt phn on th trng; Chuyn mn
ho c tnh chn lc;Chuyn mn ho sn phm;
Chuyn mn ho th trng; Bao qut ton b th trng

85

La chn th trng mc tiu

Tp trung vo mt on th trng
Chuyn mn ha chn lc

5 phng
thc

Chuyn mn ha th trng

Chuyn mn ha sn phm

Bao ph ton b th trng

86

Tp trung vo mt on th
trng
M1

M2

M3

P1
P2
P3
u im

Nhc im

Hiu r nhu cu

Kho m rng quy m

Tp trung khai thc

im mnh DN

Ri ro khi th trng
bin ng

p dng

Cng ty va v
nh, t i th

Tit kim chi ph

87

Chuyn mn ha chn lc
M1 M2 M3
P1
P2
P3
u im

a dng ha KD,
phn tn ri ro

Nhc im

Ngun lc ln, phn

tn
Kho qun l

p dng

KH cng giai tng

hoc s thch,
hnh vi mua
88

Chuyn mn ha th trng
M1

M2

M3

P1
P2
P3
u im

Phc v tt nhom
KH chn

Nhc im

Ri ro khi cu hoc
ngn sch tiu dng
gim

p dng

Cng ty ln

89

Chuyn mn ha sn phm
M1

M2

M3

P1
P2
P3
u im

To dng danh
ting trong ngnh

Nhc im

Ri ro khi xut hin

SP thay th khc cng
ngh

p dng

Sn phm co h
s thay th thp

90

Bao ph ton b th trng

M
1

M
2

M
3

P
1
P
2
P
3

Cng ty ln, tp on
91

nh v sn phm
nh v sn phm l vic doanh nghip
thit k mt sn phm mang nhng c
tnh khc bit so vi cc sn phm ca
i th cnh tranh,nhm tha mn nhu
cu ca on th trng mc tiu
la chn ri tm cch khc ho vo
tm tr khch hng

92

L do nh v sn phm

Do kh nng nhn thc v ghi nh thng tin ca

khch hng c hn.
- Mc cnh tranh trn th trng ngy cng
quyt lit hn. nh v l mt phng php c
s dng nhm to ra mt hnh nh c o,
khc bit hn hn so vi cc sn phm cnh
tranh
- Do cc thng ip qung co qu nhiu lm
cho khch hng kh c th ghi nh v tin tng
93

Mc tiu ca chin lc nh v
- Nhm chim mt v tr mi trn th trng
- Cnh tranh i u trc din
- Hon thin h thng chng loi sn phm

94

Ni dung nh v sn phm

- Xc nh nhng tiu chun ca sn phm

m khch hng cho l quan trng nht, t
xy dng s nh v sn phm.
- Trn c s phn tch s nh v sn
phm, cc doanh nghip s xc nh c
mc tiu chin lc cng nh phng php
nh v sn phm thch hp nht.
- Thit k h thng marketing hn hp thch
ng v ph hp vi kt qu ca qu trnh
nh v sn phm
95

Chng 5: Chnh sch sn

phm
(P1 product)
5.1 Sn phm v vng i ca sn phm

Sn phm v phn loi sp

Vng i ca sn phm

5.2 Cc quyt nh ch yu trong chnh sch

SP

Quyt
Quyt
Quyt
Quyt
Quyt

nh
nh
nh
nh
nh

v
v
v
v
v

nhn hiu hng ho

bao b sn phm
i mi sn phm
dch v sn phm
chng loi sn phm
96

Sn phm theo quan im

ca Marketing

Quan nim truyn thng v sn

phm:

L tng hp cc c tnh vt l,ho hc

c tp hp trong mt hnh thc ng
nht to nn gi tr s dng

Quan nim ca Marketing:

Sn phm l bt c th g c th cho bn trn th
trng vi mc ch thu c s ch , s chp nhn,
s dng hoc tiu th, c kh nng tha mn c
97
mt nhu cu hay mt mong mun

Ba cp cu thnh sn phm
SP b sung
Bo
hnh

Sn phm
hin thc

T vn

Vn
Nhn
chuyn
hiu
Tn
dng

Sa
Bao bcha

Li ch
sn
phm

Thit k
kiu
dng

Tnh

sn phm
Ct li

nng

Lp t

98

Phn loi sn phm

a. Theo mc ch s dng ca ngi tiu dng: Hng
tiu dng ,Hng t liu sn xut
b. Phn loi theo thi hn s dng v hnh thi tn ti:
Hng ho lu bn, Hng ho s dng ngn hn
,Dch v
c. Phn loi theo thi quen mua hng
- Hng ho s dng thng ngy
- Hng ho mua ngu hng
- Hng ho mua khn cp
- Hng ho mua c la chn
- Hng ho cho cc nhu cu c th
99

Vng i ca sn phm

Khi nim : Vng i ca sn phm l khong

thi gian phn nh s hin din ca sn
phm trn th trng . l khong thi gian
tnh t khi sn phm c tung ra th trng
cho n khi n phi rt lui khi th trng.
Cc giai on:
1. Giai on tung SP ra th trng
2. Giai on tng trng, pht trin
3. Giai on trng thnh, chn mui & bo ha
4. Giai on suy thoi
100

cc giai on trong vng i S/P

Q: lng hng ho
T : thi gian
T1-T2: Giai on gii
thiu SP
T2-T3: Giai on tng
trng
T3-T4: Giai on trng
thnh v bo ho
T4-T5: giai on suy
thoi

S vng i ca
SP

T1
T5

T2 T3

T4

101

Giai on gii thiu sn phm

c im :
Khi lng hng ho tiu th v doanh
thu tng chm, th trng cha m rng
Khch hng cn phn vn, lng l
Cc chi ph Marketing l rt ln ( qung
co, xy dng h thng phn phi )
Cha c li nhun
102

Giai on gii thiu sn phm

Mc tiu : Xm nhp v ng vng th tr
ng

Gii php Marketing :

Xc nh th trng xm nhp hp l
Coi trng qung co v xc tin hn hp
Chin lc gi xm nhp th trng
Chnh sch phn phi : ch cc nh
phn phi ln v h thng i l
103

Chin lc marketing giai on

gii thiu S/p
Chin lc ht vng sa nhanh:
gi cao + xc tin mnh
Chin lc ny thch hp trong mt s trng hp sau: Phn ln
th trng tim n cha bit n sn phm; nhng ngi bit
n u nh gi cao sn phm v co th tr gi cao; S/P
c to bi cng ngh - k thut mi; Cng ty vn gi th
c quyn v mun to ra s a thch nhn hiu.

104

Chin lc marketing giai on

gii thiu S/p
Chin lc ht vng sa t t:
gi cao + xc tin yu
- Gi cao gop phn t mc li gp trn n v sn
phm cao nht, cn mc khuyn mi thp gi cho
chi ph Marketing mc thp
- Chin lc ny ch thch hp khi th trng co quy
m hu hn, phn ln th trng u bit n sn
phm o; Ngi mua sn sng tr gi cao; S cnh
tranh tim n co du hiu sp xy ra.
105

Chin lc marketing giai on

gii thiu S/p
Chin lc thm nhp t:
gi thp + xc tin mnh
- Chin lc ny ha hn em li nhp xm nhp th
trng nhanh nht v th phn ln nht.
- Chin lc ny ch ph hp khi th trng ln; Th
trng cha bit n S/P ; hu ht ngi mua u nhy
cm vi gi; Co tim n kh nng cnh tranh quyt lit;
Chi ph sn xut mt n v S/P gim dn khi quy m
sn xut tng v tch lu c kinh nghim sn xut
106

Chin lc marketing giai on

gii thiu S/p
Chin lc thm nhp t t:
gi thp + xc tin yu

- Gi thp s khuyn khch chp nhn sn phm

nhanh chong cn chi ph khuyn mi thp nhm t

c nhiu li rng hn.
- Chin lc ny ch thch hp khi th trng ln; Th
trng bit r sn phm; Th trng nhy cm
vi gi v co s cnh tranh tim n.
107

Giai on tng trng

c im
Khi lng hng ho bn ra v doanh thu
tng nhanh th trng c m rng
Chi ph Marketing vn cn cao nhng bt
u sinh li
p lc cnh tranh gia tng dn
Mc tiu: M rng th trng v phng
cnh tranh
108

Chin lc marketing giai on

tng trng
Gi vng v nng cao cht lng sn phm hoc b
sung cc mu mi hay cc c tnh mi
Tn cng cc on th trng mi
S dng cc knh phn phi mi m rng th trng
Mc tiu qung co khng ch l s ni ting m cn l
thuyt phc ; cng c thng hiu
Gim dn dn gi thu ht nhng phn th trng co
thu nhp thp hn
109

Giai on trng thnh v bo ha

Giai on ny c th chia lm 3 thi k:
- Trung thnh tng trng: Nhp tng trng bt u gim st.
Khng co knh phn phi mi tng cng, mc d mt s
ngi mua vn cn tip tc tham gia th trng.
- Trng thnh n nh: Mc tiu th khng thay i,th trng
bo ho. Hu ht nhng ngi tiu dng tim n dng S/P v
mc tiu th tng lai chu s chi phi ca mc tng dn s v
nhu cu thay th.
- Trng thnh suy tn: mc tiu th tuyt i bt u gim, khch
hng chuyn sang nhng S/P khc v nhng sn phm thay th.
110

Chin lc marketing G/
trng thnh

Chin lc ci bin th trng

Chin lc ci bin sn phm
Chin lc ci bin marketing- mix

111

Chin lc ci bin th trng

Cng ty co th c gng m rng th trng cho nhng
nhn hiu trng thnh ca mnh bng 2 cch :
Tng s ngi s dng :Thay i thi ca ngi
khng s dng ; Xm nhp nhng on th trng mi;
Ginh khch hng ca cc i th cnh tranh
Tng mc s dng : Lm cho khch hng s dng sn
phm o nhiu ln hn; Tng mc s dng mi ln v
thuyt phc mi ngi s dng sn phm o theo nhiu
cch khc nhau
112

Chin lc ci bin sn phm

Chin lc ci bin cht lng: Nng cao tnh nng ca sn
phm (nh bn, tin cy, tc , hng v,)
Chin lc ci tin tnh cht: B sung thm tnh cht mi lm
tng thm cng dng, mc an ton hay s thun tin ca sn
phm (nh kch c, trng lng, vt liu, cht ph gia, ph tng
km theo)
Chin lc ci tin kiu dng: Lm tng tnh hp dn v thm m
ca sn phm.

113

Chin lc ci bin marketing- mix

Nhng nh qun tr sn phm cng co th c gng kch
thch tiu th bng cch ci bin mt hay nhiu yu t
trong Marketing mix :
+ Gi c ?
+ Phn phi ?
+ Kch thch tiu th ?
+ Qung co ?
+ Bn hng trc tip ?.v.v.
114

Giai on suy thoi

c im :
Khi lng hng ho bn ra, doanh thu, li nhun
st gim
S thay i trong th hiu tiu dng
H thng phn phi sn phm gp kh khn
C th xut hin sn phm cnh tranh thay
th

115

Chin lc marketing Giai

on suy thoi

1 - Pht hin nhng sn phm yu km

2 - Xc nh chin lc marketing
3 - Quyt nh loi b

116

Chin lc marketing Giai

on suy thoi
1-Pht hin nhng sn phm yu km : Cc tiu chun
nh gi mt sn phm yu km bao gm:
Mc tiu th suy gim
Xu hng th phn i xung
Mc li gp v t sut li nhun trn vn u t thp

117

Chin lc marketing Giai

on suy thoi
2- Xc nh chin lc Marketing (5 kiu chin lc):
Tng vn u t ca cng ty ( khng ch hay cng c
v tr cnh tranh ca mnh)
Duy tr mc u t ca cng ty cho n khi gii
quyt xong tnh trng khng chc chn ca ngnh.
Gim co chn lc mc u t ca cng ty bng cch
loi b nhng nhom khch hng khng co li, ng thi
cng c vn u t ca cng ty nhng ni sinh li.
118

Chin lc marketing Giai

on suy thoi
Thu hoch (hay vt kit) vn u t ca cng ty trang tri
nhanh cc khon tin mt.
Gii th nhanh chong doanh nghip o bng cch bn ti sn
ca no mt cch co li nht.
3- Quyt nh loi b : Nu sn phm o c phn phi rt
mnh v vn cn co tn nhim th cng ty co th bn no cho
mt cng ty nh hn. Nu cng ty khng tm c ngi mua
no th vn phi quyt nh nn thanh l nhn hiu nhanh hay
chm.
119

Quyt nh v nhn hiu

hng ho

Khi nim:
Nhn hiu hng ho l tn gi thut ng, biu
tng, hnh v hay s kt hp gia chng
xc nh hng ho dch v ca mt nh Sx
kinh doanh v phn bit vi hng ho dch v
ca i th cnh tranh khc

Cc b phn c bn:

B phn pht m c : Tn sn phm , thut

ng
B phn khng pht m c: hnh v, biu
120 t

Cc quyt nh lin quan n nhn

hiu hng ho
1.

Ai l ngi ch nhn hiu?

2.

Nh sn xut
Nh phn phi
Nhng quyn

t tn nhn hiu nh th no?

Tn nhn hiu ring bit

Tn nhn hiu dng chung cho c doanh
nghip
t tn theo tng nhm hng ( Panasonic&
National ca tp on Matsusshita)
Tn doanh nghip v tn sn phm
121

Cc quyt nh lin quan n nhn

hiu hng ho
3. Yu cu khi thit k nhn hiu:

D c ,d nhn bit, d nh

C hm v li ch hng ho

C hm v cht lng hng ho

C s khc bit vi nhng nhn hiu khc

Phi ng k bo v trc php lut

122

Cc quyt nh lin quan n nhn

hiu hng ho
4. Nng cao uy tn cho nhn hiu:

Coi trng s n nh ca cht lng sn

phm

Coi trng chin lc nh v v xy dng

thng hiu cho sn phm

Chin lc gi hp l

Coi trng dch v sn phm

123

Quyt nh v bao b hng ho

Vai tr:

L ngi bn hng im lng

Nhu cu ca ngi tiu dng gia tng
Gp phn to dng hnh nh v doanh
nghip
To kh nng nim v ci tin sn phm

Chc nng:

Bo v sn phm
Thm m kch thch tiu th
Qung co cho sn phm
Hng dn s dng sn phm

124

Quyt nh v bao b hng

ho

Xy dng quan nim v nh hnh v

bao b
Quyt nh v cht liu, hnh dng, kch
thc, ni dung, mu sc, th nghim bao
b
Quyt nh v thng tin trn bao b

Thng
phm
Thng
Thng
Thng

tin v sn phm v phm cp sn

tin v ngi, ngy, ni sn xut
tin v tiu chun ho sn phm
tin hng dn s dng
125

Quyt nh v bao b hng

ho

Yu cu c bn:
Bo v tt hng ho trong vn chuyn v bn
hng
Phi tin li khi s dng
Phi hp dn kch thch tiu th
m bo ga thnh bao b h
Chng lm hng gi hng nhi
Ph hp vi th hiu tp qun tiu dng tng vng
th trng
Ph hp vi tiu chun quy nh ca tng th tr
126
ng

Quyt nh pht trin sp mi

Sn phm mi:
Sn phm mi do cng ngh v k thut
Sn phm mi ln u doanh nghip kinh
doanh
Sn phm mi t sn phm nguyn gc
Sn phm mi th trng
ngha ca i mi sn phm :
p ng kp thi nhu cu ca th trng
Gia tng kh nng cnh tranh
Bo v th trng c pht trin th trng mi
127

Quyt nh v i mi sn
phm

Cc bc ca qu trnh i mi sn phm :
Nghin cu th trng hnh thnh tng v
sn phm mi
Thm tra tng
Thit k sn phm mi
Th nghim sn phm mi (trong th
nghim v th trng)
Ch to hng lot v tung sn phm mi vo
th trng (thi gian, a im, phng
php )
128

Quyt nh v dch v h tr sp

Quyt nh v loi hnh dch v s cung

cp
Quyt nh v mc cung cp dch v
Quyt dnh v cht lng dch v
Quyt nh v hnh thc cung cp dch
v (doanh nghip, nh phn phi,bn
ngoi )
Quyt nh v gi c dch v
129

Quyt nh v chng loi s.p

Khi nim:
L mt nhm sn phm c lin quan cht ch vi
nhau do ging nhau v chc nng hay do bn
chung cho cng nhng nhm khch hng , hay
thng qua nhng kiu t chc thng mi hay
trong khun kh cng mt dy gi
Quyt nh v b rng ca chng loi sn phm
Quyt nh pht trin chng loi sn phm
Quyt nh v danh mc sn phm
130

Chng 6: Chnh sch gi

(P2 - price)
6.1 Nhng vn chung v gi c
- Khi nim v gi c
- Vai tr ca chin lc gi trong KD

6.2 Cc nhn t nh hng n quyt

nh gi bn - Cc nhn t bn trong
D/N
- Cc nhn t bn ngoi D/N

6.3 Quy trnh xc nh gi bn

6.4 Phn ho gi trong kinh doanh

131

Nhng vn chung v gi c

Khi nim
Theo K.Mc :
Gi c l biu hin bng tin ca gi tr
i vi ngi mua:
Gi c ca sn phm l khon tin m h
phi tr cho ngi bn c s hu
hoc s dng sn phm

132

Nhng vn chung v gi c

Khi nim :
- i vi ngi bn :
Gi c l s tin m ngi bn thu c ca
ngi mua t vic cung cp hng ha , dch
v
- Trong quan h th trng:
- Gi c l tn hiu ca quan h cung- cu
- Gi c l kt qu ca thng lng, m
phn
133
- Gi c l s dung ha cc li ch mu

Nhng vn chung v gi c
Cc hnh thc biu hin ca gi
c :

Gi c - cc sn phm hu hnh
Hc ph - dch v o to
Tin lng - hng ho sc lao ng
Li sut vn bng tin
Tin thu - dch v s dng ti sn
Tin v, tin cc dch v vn ti
L ph cc dch v chuyn mn 134

Ni dung ca chin lc gi
1.

2.
3.

Phn tch v d bo cc nhn t nh hng

ti quyt nh gi
Ra cc quyt nh v gi bn sn phm
La chn cc phng thc ng x v gi
trong kinh doanh

135

Vai tr ca chin lc gi

nh hng n khi lng hng ho

tiu th
nh hng n thu nhp v li nhun
nh hng n vng i sn phm
l v kh cnh tranh th trng
nh hng mnh m ti cc chnh sch
Marketing khc
136

Cc nhn t nh hng ti
gi c

Cc nhn t bn trong doanh nghip:

- Mc tiu ca chin lc Marketing trong tng

thi k
- Chi ph sn xut kinh doanh
- Uy tn v cht lng sn phm
- Cc nhn t khc

137

Cc nhn t nh hng ti
gi c

Cc nhn t bn ngoi doanh nghip:

- c im ca th trng v cu v s/p
- Kh nng chp nhn v tm l ca K/H
- c im cnh tranh th trng
- Mi trng kinh doanh v cc nhn t
khc

138

Quy trnh nh gi bn
1, Xc nh mc tiu:

Mc tiu ti a ho li nhun
Mc tiu doanh s bn ra
Muc tiu th phn
Mc tiu cnh tranh

Phng hng nh gi:

nh gi hng vo doanh nghip

nh gi hng ra th trng
139

Quy trnh nh gi bn
2, Xc nh cu trn th trng mc
tiu:
a, Xc nh tng cu Cng thc:
Qd = N. P .q
Trong :
-Qd : l tng cu ( tnh bng tin) )
-N : L lng khch hng tim nng th trng mc tiu
-q : l lng hng hoa trung bnh mt K.H co th mua
P : Gi bn sn phm d kin
140

Quy trnh nh gi bn
b, Tng cu ca cng ty:
Tng cu v sn phm ca cng ty c tnh ton da
vo th phn m cng ty chim gi c
QD1 = QD x T
Trong o: QD1: Tng cu ca cng ty
T: Th phn ca cng ty.
QD : Tng cu th trng mc tiu
141

quy trnh nh gi bn
c, Xc nh co dn ca cu theo gi:
co dn ca cu theo gi c xc nh trn c s ca t l
thay i ca cu so vi t l thay i ca gi:
Q
P
x
Ed =
P
Q
S c 3 trng hp:

+ Cu co dn cao
+ Cu t co dn
+ Cu co dn bng 1

142

Quy trnh nh gi bn
3, Phn tch chi ph:

Chi ph c nh
Chi ph bin i
Gi thnh v phn tch ho vn

143

Quy trnh nh gi bn
4, Phn tch cc nhn t th trng:

Phn tch cu trn th trng mc tiu

Phn tch quan h cung cu trn th trng
Phn tch kh nng tiu th sn phm
Phn tch hng ho v gi c ca i th
cnh tranh
Phn tch nh hng ca mi trng kinh
doanh n gi
144

Quy trnh nh gi bn
5, La chn phng php nh gi:

nh gi da vo chi phGi bn SP = Gi thnh

SP + Li d kin
nh gi theo phng php ho vn
nh gi da vo gi c ca sn phm cnh tranh
nh gi da theo quan h cung - cu tng thi
k
nh gi theo gi tr ca thng hiu
nh gi theo gi tr cm nhn ca khch
hng

145

Phn ho gi trong kinh doanh

Khi nim:
Phn ho gi l vic xc nh cc mc
gi bn khc nhau cho cng mt loi sn
phm, tu thuc vo tng iu kin
c th ca th trng v khch hng

Cc phng php phn ho gi:

Phn ho gi theo thi gian
Phn ho gi theo khng gian
Phn ho theo khi lng hng mua v ph
ng thc thanh ton

146

Phn ho gi trong kinh doanh

Cc phng php phn ho gi:

Phn ho theo iu kin phc v

Phn ho gi theo c im ca khch hng
(Gii tnh, tui tc,a v x hi )

Mc tiu ca phn ho :

Kch thch nhu cu ca cc nhm khch hng

v th trng
M rng th trng, tng cng sc p cnh
tranh
147

iu kin Phn ho gi
thnh cng
> Th trng phi c kh nng phn on r rng
phn ho gi v lm Marketing phn bit
> C gii php chng bn li hng ho t khu vc
gi thp sang khu vc gi cao
> Chi ph pht sinh do lm gi phn bit phi
thp hn doanh thu do n mang li
> C tc ng tch cc vo nhu cu ca mi
nhm K.H
> C gii php hu hiu phng cnh tranh
> Khng vi pham lut php ca th trng
148

Chng 7: Chnh sch phn phi

(P3 - place)
7.1 Vai tr v chc nng ca phn phi
- Khi nim,vai tr, h thng phn phi
- Chc nng phn phi

7.2 Knh phn phi

-

Vai tr, chc nng

Cc loi knh phn phi ch yu
Cu trc knh phn phi
T chc hot ng v cc hnh thc t chc knh
Nhng quyt nh qun tr knh

7.3 Quyt nh v lu thng hng ha

7.4 Phng thc phn phi hng ha bn bun, bn l
149

Khi nim v h thng phn phi

Khi nim:
L qu trnh t chc kinh t, k thut nhm
m bo cho hng ho vn ng t nh sn
xut n ngi tiu dng cui cng

H thng phn phi trong kinh doanh:

Nh sn xut v ngi tiu dng

Trung gian phn phi
C s vt cht k thut
H thng dch v v thng tin
150

Vai tr ca phn phi

Gp phn tha mn nhu cu ca th tr

ng mc tiu v pht trin th trng mi
Tng cng mi quan h gia donh
nghip vi khch hng,cc trung gian
Cho php trin khai cc hot ng
marketing khc (gii thiu SP mi,khuyn
mi,dch v KH..)
Nng cao hiu qu ca ton b hot
ng KD
L v kh cnh tranh v xy dng thng
hiu
151

Chc nng ca phn ph

Chc nng
ho
Chc nng
sn
Chc nng
Chc nng
doanh

vn ng di chuyn hng
thay i quyn s hu ti
thng tin hai chiu
san s ri ro trong kinh

152

Knh phn phi

Khi nim : L ng i v phng thc

vn ng di chuyn ca hng ho t nh
sn xut n ngi tiu dng cui cng

i lng c trng:

Chiu di ca knh
Chiu rng ca knh
Chiu su ca knh
153

Chc nng ca Knh phn phi

Nghin cu, thu thp thng tin th trng

Kch thch tiu th
Thit lp v duy tr cc mi quan h
Hon thin hng ha
T chc lu thng hng ha
m phn v thng lng
San s ri ro trong kinh doanh
Cng c th trng c v pht trin thi trng mi
154

Knh phn phi trc tip

Khi nim : L knh khng c s xut hin

ca phn t trung gian, nh sn xut trc
tip tiu th sn phm , hng ho ch qua
mt ln thay i quyn s hu ti sn
u im :

m bo mi quan h trc tip gia DN vi th tr

ng

p ng nhu cu th trng kp thi

Nm chc thng tin v th trng v khch hng

155

Knh phn phi trc tip

u im :

Gim chi ph lu thng v tiu th sn

phm, tp trung li nhun, h gi thnh to
li th cnh tranh

Nhc im:

Lm tng khi lng cng vic cho nh sn

xut
Trnh chuyn mn ho thp
Kh nng m rng th trng b hn ch
Vn ng, kh khn v ti chnh
156

Knh phn phi trc tip

iu kin p dng:
tiu th cc nng sn thc phm ti sng
Tiu th hng ho c khi lng vn chuyn ln
Tiu thu hng ho d v
Tiu th sn phm cho quy m kinh doanh
nh
Sn phm tiu th ni b
Ph bin trong kinh doanh dch v
157

Knh phn phi gin tip

Khi nim :

L knh c xut hin cc trung gian

phn phi, hng ho qua nhiu ln
thay i quyn s hu ti sn

158

Knh phn phi gin tip

u im :
Gim bt khi lng cng vic, tng cng
trnh chuyn mn ho
y nhanh vng quay ca vn, chng ri ro
Kh nng m rng th trng
Nhc im
Kh nng p ng nhu cu th trng v
nm bt thng tin b hn ch
Tng chi ph lu thng, tiu th sn phm
159

Cc loi trung gian trong knh

Nh bn bun
Nh bn l
i l
Nh mi gii
Nh phn phi cng nghip

160

La chn trung gian phn phi

Ngun vn t c v kh nng huy ng vn trong kinh doanh
ca ngi phn phi.
C s vt cht k thut
Trnh qun tr bn hng v ngh thut bn hng
Danh ting v uy tn
Kh nng t chc kinh doanh v cht lng ngun lao ng
T cch php nhn trong hot ng kinh doanh v cc mi quan
h cng chng.

161

Khuyn khch cc thnh vin

trong knh
p dng chnh sch cy gy v c c rt : Dnh cho h nhng
li ch mong mun, nhng iu kin u i c bit, cng vi
cc bin php cng rn nu vi phm cc quy nh tha thun
Xy dng mi quan h lu di vi ngi phn phi: Ngi sn
xut cn tm c trung gian phn phi nht tr vi cc chnh sch
lu di ca mnh v dnh cho h nhng li ch tha ng
Lp mt k hoch phn phi chung: Hai bn cng vch ra mc
tiu kinh doanh, k hoch tiu th, k hoch qung co, khuyn
mi... Nh phn phi tr thnh ng minh chin lc quan trng
162

nh gi cc thnh vin
trong knh
Mc hng ha tiu th thc hin c v thi gian tiu th
lng hng ha .
Mc d tr hng ha bnh qun
an ton ca hng ha: cht lng ca hng ha khi a
n tay ngi tiu dng, cch x l hng b h hng hoc b
mt
Mc hp tc thc hin cc chng trnh khuyn mi
ngi tiu dng
Cht lng ngun nhn lc, mc o to li nhn vin ca
h
Cc dch v m trung gian dnh cho khch hng
163

Marketing ca bn bun
v bn l

Marketing ca nh bn l
Marketing ca nh bn bun

164

Phng thc phn phi bn l

Khi nim:
Bn l l mi hot ng nhm
bn hng ha hay dch v trc
tip cho ngi tiu dng cui cng
h s dng cho c nhn ch
khng phi kinh doanh

165

Cc dng nh bn l

Theo s lng dch v cung cp:

*Ca hng bn l t phc v

*Ca hng bn l phc v hn
ch
*Ca hng bn l phc v y

166

Cc dng nh bn l

Theo chng loai hng ha c bn:

* Ca hng chuyn doanh
* Ca hng bch ha tng hp
* Siu th, siu th lin hp, siu th
bch ha
* Ca hng phc v nhu cu hng ngy
* T hp thng mi
167

Cc dng nh bn l

Theo phng php H.ng ca nh bn

l:

* Bn l qua ca hng
* Bn l khng qua ca hng: bn
hng qua th, qua in thoi, qua
internet, my bn hng t ng,bn
hng lu ng
168

Cc dng nh bn l

Theo a im tp trung ca
hng:

* Khu vc kinh doanh trung tm

* Trung tm thng mi vng
* Trung tm thng mi khu
vc
169

Cc q. marketing ca
nh bn l

Quyt
Quyt
Quyt
Quyt
Quyt

nh
nh
nh
nh
nh

v
v
v
v
v

th trng mc tiu
chng loi hng ha, dch v
gi bn
xc tin hn hp
a im kinh doanh

170

Phng thc phn phi bn bun

Khi nim:
Bn bun l mi hot ng
nhm bn hng ha hay dch
v cho nhng ngi mua v
bn li hoc kinh
doanh
171

Phn loi cc nh bn bun

Nh bn bun hng ha thc s

Chi nhnh v vn phng i din ca nh SX
Nhng nh bn bun chuyn doanh c
bit

172

Cc q. marketing ca nh
bn bun

Quyt
Quyt
Quyt
Quyt
Quyt

nh
nh
nh
nh
nh

v
v
v
v
v

th trng mc tiu
chng loi hng ha, dch v
gi bn
xc tin hn hp
a im kinh doanh

173

Chng 8: Chnh sch xc tin hn hp

(P4
promotion)
8.1 Vai tr ca xc tin hn hp
82 Cc cng c xc tin hn hp ch yu
- Qung co
- Khuyn mi
- Quan h cng chng
- Bn hng c nhn
- Marketing trc tip
174

Bn cht ca xc tin hn hp

Khi nim :

Chnh sch xc tin hn hp trong

marketing bao gm tt c cc hot
ng v gii php nhm ra v
thc hin cc chin lc, chin thut
xc tin hn hp nhm thc y bn
hng, nng cao uy tn v v th,
tng cng kh nng cnh tranh ca
doanh nghip trn th trng.
175

Bn cht ca xc tin hn hp

Bn cht ca xc tin hn hp:

L mt h thng cc k thut
nhm thc y v ym tr cho
tiu th sn phm
L mt tch hp truyn thng
marketing
176

Vai tr ca xc tin hn hp

i vi doanh nghip
i vi ngi tiu dng
i vi x hi

177

Qung co

Khi nim : Bao gm cc hot ng gii thi

v truyn i cc thng tin v SP v hnh nh
ca doanh nghip nhm kch thch khch
hng tiu th sn phm, nng cao uy tn ca
doanh nghip v tng cng kh nng cnh
tranh th trng

Theo Philip kotler: Qung co l nhng hnh

thc truyn thng khng trc tip, c thc
hin thng qua nhng phng tin truyn tin
phi tr tin v xc nh r ngun kinh ph
178

V sao phi Qung co

S thiu thng tin ca khch hng
S thiu kin thc v sn phm ca khch
hng
Tc ng tm l ca qung co
Xy dng hnh nh v khc ha vo tm tr

179

cc loi Qung co
Qung co gii thiu
Qung co thuyt phc
Qung co nhc nh

180

chc nng ca Qung co

Thu ht s ch ca khch hng (Chu

trnh A.I.D.A)
Thuyt phc khch hng
Hng dn gio dc tiu dng

181

Cc quyt nh c bn ca chng
trnh qung co
Mc tiu ca qung co l g? (Mission)
C th chi bao nhiu tin? (Money)
Cn phi gi i thng ip nh th no? (Message)
Cn phi s dng phng tin truyn thng no?
(Media)
Cn nh gi kt qu nh th no? (Mesurement)

182

nguyn tc Qung co

Qung co phi tiu biu, c trng, c o

v c lng thng tin cao
Qung co phi m bo tnh ngh thut v
vn ho
Qung co phi trung thc, m bo tnh
php l
Qung co phi c nhc li thng xuyn
Qung co phi thit thc, hiu qu, ph hp
vi chi ph dnh cho qung co
183

cc phng tin Qung co

Bo
Tp ch
Truyn thanh
Truyn hnh
Qung co ngoi tri
Qung co trn cc phng tin vn ti
Cc phng tin khc: Bao b, n phm,
internet
184

ngn sch cho Qung co

Phng
s
Phng
Phng
Phng

php phn trm trn doanh

php mc tiu v cng vic
php ngang bng cnh tranh
php ty kh nng

185

nh gi hiu qu Qung co

nh gi v mt lng :
Khi lng hng ha tiu th
S lng khch hng ca DN
Th phn v tc tng trng
Li nhun
S lng ngi tip cn vi thng tin
qung co
186

nh gi hiu qu Qung co

nh gi v mt cht :
Mc t yu cu v nguyn tc
ra?
Kh nng thu ht v thuyt phc?
nh hng , tc ng vo tm l khch
hng?
S phi hp gia cc yu t,phng tin?
S ph hp vi c im ca th trng?
187

khuyn mi

Khi nim : Khuyn mi l tp hp cc

k thut nhm to ra s khch l
ngn hn, thc y khch hng hoc
cc trung gian mua ngay,mua nhiu
hn v mua thng xuyn hn

Philip kotler : L vic s dng nhiu

phng tin tc ng kch thch
nhm y mnh hay tng cng phn
ng p li ca th trng
188

khuyn mi ngi tiu dng

Mc tiu :
* kch thch h dng th hoc mua sp mi
* kch thch h mua nhiu sn phm ang bn
* Kch thch ngi tiu dng trung thnh vi nhn hiu
* Bo v th trng hin c
* Li ko nhng ngi hay thay i nhn hiu t b
nhn hiu ca i th cnh tranh

189

khuyn mi ngi tiu dng

Cc hnh thc :
* Phiu mua hng gim gi, tng tin, th
ng sp khc
* Qu tng khi mua sp
* T chc cc cuc thi v trao thng
* Gim gi trc tip, dng th min ph
* T chc cc tr chi: x s, rt thm
190

khuyn mi h thng phn phi

Mc tiu :
* Kch thch kinh doanh mt hng mi
* Khuyn khch mua hng tri v v d tr hng
ha
* Khuyn khch h thng phn phi y mnh bn
* To s trung thnh vi nhn hiu sn phm, xm
nhp vo cc ca hng bn l mi, khuyn khch
tm kim khch hng tim nng

191

khuyn mi h thng phn phi

Cc hnh thc :
* Hi thi bn hng
*Tr cp thng mi
* Qu tng, chit gi, thm hng
* Hi tho, trin lm
* T chc tr chi

192

Quan h cng chng

- Theo vin quan h (public
cng chng
Anh (IPR):
relation)
P.R l nhng n lc c ln k hoch v
ko di lin tc thit lp v duy tr s
tn nhim v hiu bit ln nhau gia mt
t chc v cng chng ca n
- Theo Frank Jefkins : P.R bao gm tt c cc hnh thc truyn
thng c ln k hoch, c bn trong v bn ngoi t chc,
gia mt t chc v cng chng ca n nhm t c nhng
mc tiu c th lin quan n s hiu bit ln nhau.
193

VAI TR CA PR
Thit lp, duy tr v bo v uy tn danh ting cho t chc
Qung b hnh nh hoc sn phm ca t chc, thit lp
tnh cm v xy dng lng tin ca cng chng vi t chc;
khc phc hiu lm
PR ong vai tr quan trng trong xy dng thng hiu
ca mt t chc
Xy dng c vn hoa ca t chc, doanh nghip.
Cng c nim tin v gi gn uy tn ca t chc
194

MT THNG HIU TUNG RA M KHNG

C HY VNG CHIN THNG TRN TRN
A PR TH THT BI C TH NHN
THY
QUNG CO THOI V,PR LN NGI AL RIES

195

Quan h cng chng

( public relation P.R)

Cc mi quan h:
i th
cnh
tranh

Khch
hng

Ni b
T chc

Hot ng
x hi
Gii
truyn
thng

T
chc
Gii
ti chnh

Nh
cung cp

Nh
phn phi
Gii
cng
quyn
196

Cc nhm cng chng ph bin

ca T Chc
Cng chng ni b :nhn vin, nh qun l, ngi v hu
Ti chnh: Ngn hng, nh u t, c ng, t chc ti
chnh
Thng mi: Khch hng, nh cung cp, phn phi, cnh tranh
Chnh ph: Quc hi, chnh quyn, y ban chuyn ngnh
Cng ng: Truyn thng, cng ng dn c,th lnh kin
Nc ngoi: Khch hng, chnh ph, i tc, cc t chc quc
t
S nh hng ca h n hot ng ca t chc khng ging
nhau; V vy cn xc nh r nhm cng chng mc tiu

197

cc ni dung ch yu trong hot

ng pr

Hoch nh chin lc PR
PR ni b (internal PR)
Quan h bo ch (Media relation)
T chc s kin (Event)
Qun tr khng hong (Crisic
management)
Quan h cng ng (Community
relation)
198

Nhng k thut pr ch yu

PR ni b (internal PR) :
Truyn thng ni b
Giao tip ni b
T chc s kin ni b
Xy dng vn ha t chc
Quan h bo ch (Media relation):
Hp bo v thng co bo ch
Tr li phng vn
199

Nhng k thut pr ch yu

K nng thuyt trnh

K nng vit bi
Giao tip vi bo ch
Quan h cng ng (Community
relation)
Quan h vi khch hng
Quan h vi gii cng quyn
Quan h vi cng ng dn c
200

Marketing trc tip

Hip hi Marketing trc tip (DMA):
Marketing trc tip l mt h thng tng tc ca
Marketing co s dng mt hay nhiu phng tin qung
co tc ng n mt phn ng p li o c ,hay
vic giao dch ti bt k a im no
( Ngi ta cn gi l Marketing n hng trc
tip)
201

u th ca Marketing trc tip

Doanh nghip thit lp mi quan h trc tip v gi

khch hng hin c.
To cho khch hng cm gic c quan tm, c nhn
ho vic truyn thng.
p ng nhu cu mua sm thun tin, hp dn
Thit lp c s d liu khch hng ngy cng d
dng hn.
Marketing trc tip gip tng cng kh nng cnh
tranh nh kt hp hiu qu vi cc cng c khc ca
xc tin.
202

cng c ca Marketing trc

tip

Marketing bng catalog

Marketing bng th cho hng v n
phm trc tip
Marketing p ng trc tip trn
T.V,Radio, bo v tp ch
Marketing qua in thoi, internet.

203

Bn hng c nhn

Bn hng c nhn l hnh thc truyn

thng trc tip gia nhn vin bn hng
v khch hng tim nng nhm gii
thiu v thuyt phc h quan tm
hoc mua sn phm
Tham gia vo vic bn hng c nhn gm
nhiu ngi trong doanh nghip nh: Ngi nhn
n t hng, ngi cho hng, ngi giao
hng, ngi thu tin

204

Nhim v ca ngi bn hng

Tm kim khch hng tim nng.

Cung cp thng tin, gii thiu sn phm.
Thuyt phc khch hng quan tm v
mua SP
Thc hin cc n t hng.
Thu thp thng tin v nhu cu ca khch
hng v v i th cnh tranh
Chm sc khch hng
205

yu cu vi ngi bn hng

Hiu bit
Hiu bit
Hiu bit
Hiu bit
Hiu bit
Hiu bit
bn hng

v
v
v
v
v
v

cng ty
sn phm
khch hng
th trng
i th cnh tranh
k nng v ngh thut
206

quy trnh bn hng

Giai on tm kim khch hng tim nng

Giai on chun b tip xc
Giai on nhn dng nhu cu v vn
Giai on trnh by v biu din
Giai on x l phn ng ca khch hng
Giai on thng lng
Giai on kt thc bn hng
207

Cm n s ch
v chc cc bn thnh
cng!
Ging vin: Nguyen Quang Tuan
TD : 0913.585.088
Email: marketingtuan@yahoo.com.vn

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