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VN
I CNG V MARKETING

Quan h gia ngi bn vi ngi mua Quan h gia ngi bn vi ngi bn gii quyt quan h mu thun v y mnh tiu th hng ho S ra i ca marketing

QU TRNH PHT TRIN MARKETING

Marketing c in/ truyn thng

Marketing hin i KHI NIM CT LI V MARKETING

Khch hng tht s Khch

hng # ngi tiu th Th trng

Nhu cu, mong mun, v yu cu

Hng ha Khch hng # ngi tiu th

Trao i Gi tr, s tha mn

KHI NIM V MARKETING

Theo AMA ( American Marketing Association) Marketing l tin trnh k hoch v thc hin s sng to, nh gi, xc tin v phn phi nhng tng, hng ha v dch v to ra s trao i v tha mn nhng mc tiu c nhn v t chc 1

 Lm th trng nhng hat ng trn th trng nhm to s trao i vi mc ch tha mn nhu cu v mong mun ca con ngi/khch hng - satisfy the needs and wants of customer KHI NIM V MARKETING Hiu nhu cu ca khch hng gip ta nhng g? Nhn ra cc khong trng th trng. Cung cp sn phm ng lc, ng ch Tha mn nhng mong i ca khch hng Dn dt khch hng To cu MARKETING V TH TRNG

Th trng hng tiu dng Th trng hng cng nghip Th trng ton cu Th trng phi li nhun v c quan nh nc.

THO LUN Marketing? Chia nhm. Chn la sn phm Gi tr khch hng? S tha mn khch hng? Ti sao c v ti sao khng? QUN TR MARKETING

L phn tch, lp k hoch, thc hin v kim tra vic thi hnh nhng bin php nhm thit lp, cng c v duy tr nhng cuc trao i c li vi nhng ngi mua c la chn t nhng nhim v xc nh ca doanh nghip nh thu li nhun, tng khi lng hng tiu th, m rng th trng..v.v. CC QUAN NIM V QUN TR MARKETING

Quan nim hon thin sn xut

Khch hng thch s tin ch v nhng sn phm gi thnh va ti tin Tng cng sn xut v phn phi. Khch hng quan tm n cht lng, chc nng sn phm v tnh nng cch tn Khch hng s mua sn phm nu cng ty xc tin hay bn nhng sn phm. Tp trung vo nhu cu, mong mun ca th trng mc tiu v tha mn khch hng tt hn i th cnh tranh Tp trung vo nhu cu, mong mun ca th trng mc tiu v cung cp thm nhng gi tr thng d v trch nhim vi x hi

Quan nim hon thin hng ha Quan nim tng cng n lc thng mi Quan nim Marketing

Quan nim Marketing x hi

SELLING # MARKETING
Khi im Tp trung Chin lc Mc tiu
Thu li nhun qua vic gia tng khi lng hng bn ra

Nh sn xut

Hng ha

Bn hng v xc tin

Q u a n n i m
Nhng n lc tng hp ca marketing Thu li nhun qua vic tha mn nhu cu khch hng

S e ll i n g
Th trng Nhu cu khch hng

MARKETING HN HP (MARKETING MIX)

Q u a n ni m M ar k et in g

3Cs Customer Corporation Competition

MARKETING HN HP (MARKETING MIX) Product: Tao ra san pham ung theo yeu cau cua th trng. Hap dan, thu hut ngi mua, ap ng mong muon cua ngi tieu dung Price: Linh hoat tnh toan e va mang lai li nhuan cho mnh, va vi tui tien cua ngi mua Bao am tnh canh tranh tren th trng

Place: To chc he thong tieu thu, Bao am ban c nhanh, nhieu, tiet kiem chi ph, thuan tien cho ngi mua.

mua.

Promotion: To chc quang cao, thong tin, cac hoat ong khuyen mai Tao uy tn cho san pham e loi keo, thu hut c nhieu ngi

THCH THC CA MARKETING TRONG MT TH GII KT NI MI

KT NI VI KHCH HNG KT NI CNG NGH

Computer EDI Internet Duy tr mi quan h Kt ni trc tip Thng mi in t

Kt ni vi i tc Marketing
kt ni vi cc b phn khc ca cng ty. Kt ni vi cc nh cung ng v phn phi Kt ni vi i tc chin lc.

Kt ni vi th gii xung quanh chng ta

kt ni tan cu Kt ni vi trch nhim x hi

Chng 2 K HOCH CHIN LC V TIN TRNH MARKETING

Nhiu cng ty hat ng khng theo hnh thc k hach chin lc, vic ln k hach cung cp nhng li ch sau:

Khuyn khch nh qun tr lun c tm nhn v pha trc mt cch h thng. To cho nh qun tr phn bit r rng mc tiu v chnh sch. Tng s hp tc gia cc b phn trong cng ty. C chun mc nh gi r rng hn. Gip cng ty d on v phn hi mt cch nhanh chng trc nhng thay i ca mi 5

trng.

K HACH CHIN LC Corporate strategy Business strategy Functional planning Cc bc trong k hoch chin lc.

Corporate Level

Business unit, product, and market level Thit k danh mc kinh doanh

Xc nh chnh sch cng ty

t mc tiu cng ty

K hach, marketing, v nhng chc nng khc

Marketing plan Chng ta ang u? Chng ta mun hng n u? Lm cch no chng ta c th n ? Cch no l tt nht? Lm cch no bit khi no chng ta n? Cu trc ca k hoch marketing
Phn tch mi trng v m (Opp. & Threats)

Bn tm tt k hoch

Bn phn tch SWOT Mc tiu

Chin lc

Chin thut/ chng trnh

Qun l v o lng

Phn tch mi trng vi m (Strengths & Weaknesses)

Chc nng Kt hp hng ha v th trng

a l

Cch thc hin nhng hot ng marketing

Mt hng sn xut

Th trng

T chc theo chc nng

Marketing manager

Quan h cng chng

Advertisin g

Sales

Nghin cu th trng

Pht trin sn phm mi

T chc theo nguyn tc a l

Marketing manager

Quan h cng chng

Advertisin g

National Sales

Nghin cu th trng

Pht trin sn phm mi

Hu
T chc theo mt hng sn xut

H Ni

HCM

Marketing manager

PR

Advertisin g

Nhm sn phm

Nghin cu th trng

Pht trin sn phm mi

Product A
T chc theo nguyn tc th trng

Product B
Marketing manager

Product C

PR

Advertisin g

Qun l th trng

Marketing Research

Pht trin sn phm mi

Th trng hng tiu dng

Th trng hng cng nghip

Th trng quc t

T chc theo nguyn tc hng ha - th trng 8

Marketing Manager

Qun l th trng

Advertising

Nhm sn phm

Marketing Research

Pht trin sn phm mi

Product A Hu H Ni TP HCM

Product B

Product C

Thit k danh mc kinh doanh Business Portfolio Business Portfolio l b tp hp cc nhng mc kinh doanh v nhng sn phm trong cng ty. SBU (Strategic Business Unit) l mt t chc hot ng c lp trong cng ty, c th l mt sn phm, mt nhm sn phm hay l b phn, phng ban, cng ty con trong tp on cng ty. SBU c k hach chin lc pht trin ring (phi ph hp vi chin lc chung ca cng ty), c b phn qun l ring, c th phn v i th cnh tranh ring. Thit k danh mc kinh doanh Business Portfolio Trong vic thit k business portfolio, cng ty phi: Phn tch danh mc kinh doanh hin ti v nhng SBU Quyt nh xem nhng SBU no nn c nhn s u t nhiu hay t hoc khng c u t Pht trin nhng chin lc tng trng cho vic cng thm nhng sn phm mi hay kinh doanh mi vo bng danh mc kinh doanh Boston Consulting Group Approach GEs Strategic Business-Planning Grid Boston Consulting Group Approach
T l th phn

cao
T l tng Stars trn g th Tng trng cao trn Th phn cao Li nhun tim nng g

thp
Question Marks Question Marks

Yu cu u t nhiu pht trin

th p

Tng trng cao, Tng trng Th phn thp cao, Th phn thp Tip thnh Stars hay ct b Tip thnh t gi ct b Yu cu u Stars hay th phn Yu cu u t gi th phn

Cash Cows Cash Cows

Dogs Dogs
Tng trng thp, Tng trng thp, Th phn thp Th phn thp Li nhun tim nng Li nhun tim nng thp thp Cn nhc tip tc hay Cn nhc tip tc hay ct b ct b

cao Tng trng thp, Tng trng Th phn cao thp, Th thnh,thnh Hnh phn cao cng Hnh thnh,thnh cng SBU SBU Thu li nhun Thu li nhun

Boston Consulting Group Approach Xy dng (question marks) tng th phn, thm ch b qua nhng li nhun ngn hn. Gi (cash cows mnh) gi th phn Thu hoch (Cash cows yu, vi tng lai khng r rng hay question marks v dogs) tng vng quay tin mt ngn hn, khng quan tm n hiu qu lu di. Gt b (Dogs v question marks, vi kit qu ngun vn) bn t thanh ton n hoc ct b SBU GEs Strategic Business-Planning Grid S c h p Cao d n c Trung bnh a ng Thp n h
im Mnh Kinh Doanh
Mnh Trung Bnh Yu

A B D

GEs Strategic Business-Planning Grid 2 kha cnh v cht lng Sc hp dn ca ngnh ln ca th trng, t l tng trng, li nhun, i th cnh tranh, yu t mi trng x hi / php lut im mnh kinh doanh Th phn, doanh thu, rng ca cc dng sn phm, Tnh hiu qu ca chin lc marketing hn hp, cng ngh, cch tn GEs Strategic Business-Planning Grid Chin lc u t cho vic tng trng xanh l cy Chin lc dng cho sn phm v th mnh trn th trng vi sc hp dn cao hay trung bnh ( ging BCG stars) v cng ty cng c cao hay trung bnh im mnh kinh doanh. Cch tn cng ngh, m rng dng sn phm, chin lc qung co sn phm hay thng hiu, phn phi mnh m,v.v. li nhun mong i s rt cao .

Qun l c chn lc vng V tr s 1 (ging nh BCG Cash Cow): marketing gi li lng trung thnh khch hng V tr s 2: xc nh c phn khc th trng cha khm ph v u t mt cch chn lc V tr s 3 (ging BCG question mark): quyt nh u t, tp trung vo khong trng th trng hoc ct b SBU Thu li hay gt b xanh dng 10

Ging nh chin lc ca BCG dogs

Problems With Matrix Approaches

KH XC NH SBUs & O LNG MARKET SHARE/ GROWTH

KH, TN THI GIAN V CHI PH THC HIN CAO

Pht hin nhng th trng mi LI ANSOFF Product/ Market Expansion Grid

TP TRUNG VO BUSINESSES HIN TI, KHNG VO DNG HA TNG LAI C TH DN TI VIC M RNG HOC A K HOCH KHNG SNG SUT

11

Hng ha hin c

Hng ha mi

1. Thm nhp su 3. Nghin cu, sn Th trnghn vo th trng xut hng ha hin ti 2. M rng ranh gii 4. a dng ha Nhng th ca th trng trng mi
Thm nhp su hn vo th trng Tng doanh thu i vi khch hng hin c m khng thay i tnh nng sn phm. Cch no? Tng s lng ca hng ti th trng hin ti, nng cao tnh hiu qu ca qung co, gi, cht lng dch v, hay by tr trong ca hng. Thu ht khch hng ca i th cnh tranh v pha mnh m khng mun mt khch hng hin c M rng ranh gii ca th trng Pht trin th trng mi cho nhng sn phm hin c. Xc nh nhng yu t mi trong vic phn tch nhn khu hc hay khu vc a l trong th trng. Du gi u vo th trng nhn khu tr em, ngi ln tui, cc t chc, cu lc b sc khe, thm m vin, cc bnh vin, m rng sang th trng Lo, Campuchia Nghin cu, sn xut hng ha Product Development: a nhng sn phm thay i v tnh nng hay nhng sn phm mi vo th trng hin ti. Phong cch mi, mi v, mu sc hay tnh nng sn phm mi Phng n ci tin sn phm Chin lc marketing cho li th cnh tranh

Strategy a Company Adopts Depends on Its Industry Position

a dng ha Sn phm mi vo th trng mi. 12

Khi u hay mua nhng cng ty trong lnh vc mi Tham gia vo lnh vc mi; xy trng tiu hc quc t, nh tr t thc, siu th in my o Ngi dn u - 40% u tin trn th trng vi sn phm mi C th phn ln nht v ngun vn di do Cc cng ty khc phi theo trong vic thay i gi c, gii thiu sn phm mi, Mng li phn phi m rng v xc tin mnh m u t mnh vo cng ngh, nghin cu v pht trin Chin lc: M rng tan b yu cu ca th trng v th phn Bo v th phn bng marketing mix (xc tin mnh m, chin tranh gi) Dn u v cng ngh To ro cn i vi i th cnh tranh

Ngi thch - 30% L nhng cng ty ng th hai/ theo ui Tn cng leaders v cc i th cnh tranh khc ginh th phn ( kh khn v ti chnh, cc cng ty theo khu vc a l) Toyota > GM, British Airways>Pan Am Chin lc: Tn cng trc mt Tn cng bn hng Tn cng vng trn Tn cng du kck

Km theo sau - 20% Khng u t ln vo nghin cu v pht trin sn phm nhng copy nhng g ma leaders Chnh sa nhng li sn phm ca leaders, a ra sn phm u vit hn, r hn Me too marketers, theo ui v hng nhng thnh qu m leaders lm Lm gi mo black market V tnh C s thay i nh Bt chc duy tr s khc bit Lm phng theo nng cao tnh nng

lm

Ngi tm khong trng th trng - 10% Chuyn gia trong phn khc th trng nh Trnh cnh tranh vi cc cng ty ln, tm nhng l hng ca th trng Th phn thp nhng li nhun cao Am hiu th trng mc tiu rt ttl tha mn nhu cu c nhn khch hng nicher -> high margin # mass marketer->high volume Chin lc: Tm v to ra khong trng th trng, m rng v bo v th phn a sn phm c cht lng v gi tr cao, bn gi cao, t chi ph sn xut thp, xy dng hnh nh v vn ha cng ty. Chuyn gia theo khu vc a l Chuyn gia theo tnh nng sn phm

13

Chuyn gia theo cht lng sn phm Chuyn gia theo cht lng dch v Marketing Process

The (Fig. 2.5)

Mi trng kinh t v nhn khu

Trung gian marketing

H th th m n n ar g g ke tin tin g

Mi trng cng ngh v t nhin

K ch n a ti h rke a g M

Product Khch hng mc tiu Promotion Price

Nh cung ng

Place
Ki m tra rk a M tin e g

Cng chng

Mi trng chnh tr v php lut

i th cnh tranh

CHNG 3: MI TRNG V THNG TIN MARKETING MI TRNG MARKETING Mi trng marketing l tp hp cc yu t, cc lc lng bn trong v bn ngoi doanh nghip c nh hng tch cc hay tiu cc n hot ng hoc ra cc quyt nh ca b phn marketing trong doanh nghip, n kh nng thit lp hoc duy tr mi quan h gia doanh nghip vi khch hng. Mi trng marketing l tp hp ca mi trng v m v vi m. MI TRNG MARKETING

14

ch M c ar p ke h tin c g v

Mi trng vn ha x hi

Mi trng v m (macro-environment) Dn s hc Kinh t T nhin Chnh tr v php lut Cng ngh Vn ho Mi trng dn s hc (Demorgraphic Environment) Qui m dn s T l tng gim dn s C cu dn c: tui, gii tnh, ngh nghip, dn tc Qu trnh th ha v phn b li dn c Mi trng t nhin v kinh t (Natural and Economic Environment) Mi trng t nhin Tnh trng thiu ht nguyn liu v gia tng chi ph nng lng Tnh trng nhim gia tng Mi trng kinh t Chu k pht trin ca nn kinh t Lm pht Li sut Mi trng chnh tr v php lut (Political and legal environment) Cc chnh sch nh nc lin quan n doanh nghip C ch iu hnh ca chnh ph Mi trng chnh tr trong hot ng marketing ca doanh nghip Mi trng cng ngh (Techonological Environment) Khi u cho nhng ngnh cng nghip mi Lm thay i cn bn hay gn nh xo b hon ton nhng ngnh ang c Vic p dng cng ngh mi gip cc doanh nghip to ra sn phm mi v lm tng th lc cnh tranh ca h trn th trng Cch mng khoa hc k thut lm cho chu k sng ca sn phm b rt ngn dn. Mi trng vn ha (Cultural Environment) Cht lng i sng Vai tr ph n Thi i vi sc kho v ngoi hnh Mua bc ng Mong mun s tin nghi Mi trng vi m (micro-environment) Cc yu t bn trong doanh nghip 15

Nh cung ng, Cc trung gian marketing Khch hng i th cnh tranh Cng chng

Cc yu t bn trong doanh nghip (The company) Cc chin lc marketing c hoch nh vi s tham gia nhiu b phn cng ty Cc quyt nh marketing phi tun th nhim v chin lc, mc tiu c th, cc chnh sch v nh hng pht trin do ban lnh o vch ra. Cc yu t bn trong doanh nghip (The company) B phn marketing phi lm vic ng b, cht ch vi cc b phn chc nng khc trong cng ty

Nhng ngi cung ng ( suppliers) Cc doanh nghip hoc c nhn m bo cung ng cc yu t cn thit cho cng ty sn xut hng ho v dch v Cc trung gian marketing (intermediaries) Nh phn phi Bn bun Bn l Cng ty dch v T chc ti chnh Khch hng ( customers) Th trng ngi tiu dng Th trng khch hng doanh nghip Th trng bun bn trung gian Th trng cc c quan nh nc Th trng quc t

16

ss ne s si t Bu rke Ma

Reseller Markets

Go ver Ma nmen rke t ts

l na tio na t s er rke Int Ma

Co n Ma su m rke er ts

i th cnh tranh (competitors) Cnh tranh v nhn hiu Cnh tranh v sn phm thay th Doanh nghip cnh tranh ln nhau vi sc mua c gii hn ca khch hng Cng chng ( Publics) Gii ti chnh Cc t chc phng tin thng tin i chng Cc c quan chnh quyn Cc t chc qun chng Qun chng lng ging Cn b cng nhn vin chc ca doanh nghip

Compan y

17

H THNG THNG TIN MARKETING(MIS) L h thng lin h qua li gia ngi, thit b v cc phng php, hot ng thng xuyn thu thp thng tin, phn lai, phn tch, nh gi v ph bin thng tin chnh xc, hin i v cp thit ngi iu hnh n s dng lnh vc marketing vo mc ch ci tin vic lp k hach, thc hin v kim tra vic thc hin cc bin php marketing Internal records system h thng bo co ni b Vic s dng my tnh in t to ra nhng h thng bo co ni b, c kh nng phc v thng tin cho tt c cc n v t chc khc trong cng ty. Vd: phn nh ch tiu tiu th hng ngy, tng chi ph, khi lng vt t, cash flow.. Marketing intelligence system H thng thu thp thng tin marketing thng ngy bn ngoi L tp hp cc ngun v phng php m thng tin qua nhng ngi lnh o nhn c thng tin thng ngy v cc s kin xy ra trong mi trng thng mi Marketing research system H thng nghin cu marketing Nghin cu marketing l qu trnh thu thp, ghi chp, phn tch v x l cc thng tin th trng v nhng vn c lin quan n cc hot ng marketing Marketing analysis systems H thng phn tch thng tin marketing L tp hp thng tin, phng php, phn tch, hon thin nhng s liu marketing t mi trng kinh doanh vi s h tr ca phn mm thut ton a ra k hoch marketing.

H THNG NGHIN CU MARKETING Nghin cu marketing l qu trnh thu thp, ghi chp, phn tch v x l cc thng tin th trng v nhng vn c lin quan n cc hot ng marketing Qui trnh nghin cu marketing
Xc nh vn v mc tiu nghin cu Xy dng k hoch nghin cu Thc hin k hoch nghin cu Phn tch v bo co kt qu nghin cu

Xc nh vn v mc tiu nghin cu Bc kh nht trong qu trnh nghin cu Xc nh ng nguyn nhn xut pht ca vn Xy dng k hoch nghin cu Xc nh thng tin cn thu thp Xc nh k hoch thu thp thng tin mt cch hiu qu 18

 Trnh by k hoch cho gim c marketing Xc nh thng tin cn thu thp Mc tiu nghin cu phi c th ha bng nhng thng tin chi tit cn phi nghin cu. Tm kim thng tin nh th no? v u?

Cn i vi ngn sch cng ty, tm quan trng v chi ph ca tng mng thng tin. Thu thp thng tin

Information That Already Exists Somewhere. + Obtained More Quickly, Lower Cost. - Might Not be Usable Data.

Both Must Be: Relevant Accurate Current

Information Collected for the Specific Purpose at Hand.

Ngun d liu s cp (Primary data) Thu thp d liu s cp Phng thc nghin cu Phng php tip xc ngi phng vn Chn mu Cng c nghin cu Phng thc nghin cu Nghin cu quan st Thu thp thng tin trong nh nghin cu dng mt quan st i tng nghin cu. iu tra kho st Thch hp nht thu thp thng tin m t Nghin cu th nghim Thch hp nht thu thp thng tin v quan h nhn qu, bng cch tc ng nhng th nghim khc nhau vo cc nhm th nghim khc nhau, kim tra s khc bit ca cc nhm. Phng php tip xc ngi p vin

Mail

Flexibility

Poor

Quantity of Good Data Collected

19

Chn mu Mu l mt tp hp nh ca m ng c chn ra i din cho ton b tng th. Ai s c chn? Bao nhiu ngi s c chn? Chn nh th no? chn mu xc sut chn mu phi xc sut Cng c nghin cu Bng cu hi( questionaire) Cu hi g? Hnh thc cu hi ng, m T ng, th t cu hi Lin h n mc tiu nghin cu. BNG CU HI (QUESTIONAIRE) Cu hi ng 1. C khng 2. 500,000 ng 1,000,000 - 2,000,000 2,000,000 - 3,000,000 3,000,000 - 4,000,000 trn 4,000,0000 ng. 3. thc s khng ng khng ng ng thc s ng 4.quan trng, tt.. Cu hi m 1. bn ngh g v phc v va hng khng vit nam? _______________________________________ 2.thng hiu g u tin khi bn ngh n nhng sn phm sau y beer _________ xe my _________ du lch _________ Trnh by k hoch nghin cu cho gim c marketing 20

Xc nh vn mc tiu nghin cu Nhu cu thng tin Ngun d liu th cp v phng php thu thp d liu s cp Chi ph v thI gian nghin cu

CHNG 4: TH TRNG V HNH VI MUA HNG CA NGI TIU DNG TH TRNG NGI TIU DNG

Tt c cc c nhn, cc h tiu dng mua sm hng ha hoc dch v cho mc ch tiu dng c nhn Khch hng rt khc nhau v tui tc, gii tnh, thu nhp, trnh vn ho v s thch Nhu cu c nhn lun c nhp thay i nhanh chng.

M HNH HNH VI MUA CA NGI TIU DNG

NHNG TAC ONG BEN NGOAI

Marketing trng San pham Gia ca nghe Phan phoi Chieu th hoa

Moi

ac iem Qua TO AN trnh ngi mua quyet nh mua

Van hoa Nhan thc cau nhu Tm

NHNG YEU

QUYET NH CUA NGI MUA Chon san pham Chon nhan hieu Chon ngi ban Chon thi iem Quyet nh so lng mua

Kinh te Cong Chnh tr Van

Xa hoi kiem thong tin Tnh cach gia Tam ly

anh

Mua Hanh khi

vi sau mua

21

NHNG YEU TO ANH HNG EN HANH VI MUA HANG

Van hoa Van hoa chung Xa hoi Nhom tham khao Van hoa rieng Gia nh Tang lp xa hoi Ca nhan Tuoi tac Nghe nghiep Hoan canh kinh te Loi song Tnh cach

Tam ly ong c Cam nhan Kinh nghiem Thai o va niem tin

NGI MUA

a v xa hoi

Vn ha chung

Vn ha l h thng nhng gi tr, c tin, truyn thng v chun mc, hnh vi c hnh thnh gn lin vi mt x hi nht nh v c tin trin t th h ny sang th h khc. Nguyn nhn u tin c bn quyt nh nhu cu v hnh vi ca con ngi mnh hn bt k mt lp lun logic no khc. Vic mua sm hng ho u cha ng bn sc vn ha Vn ho ring Ngun gc dn tc, sc tc, tn ngng, mi trng t nhin, cch kim sng ca con ngi c nh hng n cch nh gi v gi tr ca hng ha v s thch. Tng lp x hi

Giu, bnh thng, ngho

Ngi cng chung mt giai tng x hi s c khuynh hng x s ging nhau trong vic la chn hng ha. Nhm tham kho L nhng nhm m mt c nhn xem xt (nh mt s tham kho) khi hnh thnh thi v quan im ca ngi . bn thn, lng ging, ng nghip nhng t chc, hip hi nhm ngng m Gia nh

S bin ng ca nhu cu hng ha lun gn vi s hnh thnh v bin ng ca gia nh 22

Nhng quyt nh mua sm ca nhng c nhn lun chu nh hng ca c nhn khc trong gia nh Gia nh nh hng Gia nh to sinh C Nhn Tui tc Ngh nghip Hon cnh kinh t Li sng

Tnh cch Tm L ng c Nhu cu thi thc bc thit n mc buc con ngi phi hnh ng tho mn n nhu cu Hc thuyt ng c ca Zigmund Freud cho rng con ngi phn ln khng thc c y v nhng ngun gc ng c ca chnh mnh. Con ngi khng ch hnh ng mua theo l tr m cn c nhiu nhu cu mi, ny sinh ngay trong qu trnh la chn hng ha. L THUYT NG C CA MASLOW

Nhu cu t khng nh Nhu cu c tn trng

Nhu cu x hi Nhu cu an ton Nhu cu sinh l

Tm l Cm nhn 23

ng c thc y con ngi hnh ng, song hnh ng ca ngi nh th no cn ty thuc vo ch ngi nhn thc tnh hung nh th no. Thi S nh gi c thc nhng tnh cm, nhng xu hng hnh ng c tnh cht tt hay xu v khch th hay mt tng no . QUI TRNH RA QUYT NH MUA Nhn thc nhu cu

Bc u tin ca tin trnh mua l s pht trin v mt nhu cu mun c tha mn ca ngi tiu dng. Cc nh marketing phi xc nh xem c nhng loi nhu cu no c pht sinh? Ngi mua mun tha mn chng bng nhng sn phm c th na? Chn la mc tham gia mua Mua c cn nhc Mua khng cn nhc Xc nh cc la chn Mua loi sn phm g? Nhn hiu no?

Vic kim cc nhn hiu ph thuc vo: Thng tin m ngi tiu dng c xut pht t kinh nghim ca h Mc tin cy i vi thng tin S tn km v thi gian v tin bc nh gi cc la chn

Khi ln danh sch cc sn phm, nhn hiu c th tha mn nhu cu, ngi tiu dng tin hnh nh gi cc la chn trc khi a ra quyt nh chnh thc. Thit lp nn nhng tiu chun da trn kinh nghim ca bn thn. Quyt nh mua Mua u? Khi no mua? Phng thc thanh ton Hnh vi sau khi mua nh hng n vic mua ln ti v vic h k cho nhng ngi khc nghe v sn phm Ngi tiu dng c th bt mn hoc tha mn vi sn phm v so snh gia nhng mn tng t khng c chn Cc giai on ca qu trnh tri gic

24

Bit: nhn thc, nhng cha y d v thng tin. Quan tm: b kch thch i tm kim thng tin v sn phm mi nh gi: quyt nh xem c dng th sn phm mi Dng th: dng th sn phm mi quy m nh Chp nhn: quyt nh s dng thng xuyn

Sn sng chp nhn sn phm mi

T l chp nhn Ngi khai ph
Ngi n sm Ngi n mun

tin phong

34%

34%

Ngi lc hu

13.5% 2.5%

16%

Time of Adoption Late

Early

THO LUN

Qui trnh ra quyt nh mua My vi tnh Qun o Xe my

CHNG 5 TH TRNG V LA CHN TH TRNG MC TIU MARKET AND TARGET MARKET SELECTION
NI DUNG

Nhng hiu bit chung v th trng Phn khc th trng La chn th trng mc tiu nh v trong th trng

25

Nhng hiu bit chung v th trng Th trng l tp hp tt c nhng ngi mua v ngi bn giao dch, mua bn sn phm hay dch v Cn c vo c tnh sn phm Th trng sn phm hu hnh Th trng sn phm v hnh Cn c vo khng gian a l Th trng ton cu Th trng quc gia Th trng khu vc, a phng Cn c vo s lng ngi mua v bn c quyn Cnh tranh
(Standard Chi Nhiu sn phm i tr cho mt or Luxury SUVs) Marketing khc nhau ph hay 2 phn khc (mt vi phn khc) Cng mt sn phm cho tt c ngi tiu dng

Yu t bn trong Mc tiu Marketing Chin lc marketing Marketing mc tiu c tnh sn phm, Nhiu sn phm khc nhau cho phn nhm thuc phn khc Marketing hng ha khc nhau

(Coca-Cola)
Nhiu sn phm ph hp vi nhu cu ca tng c nhn

Phn khc th trng Phan khuc th trng la chia th trng thanh cac nhom khach hang khac nhau do khac nhau ve nhu cau, tnh chat hay hanh vi mua e co nhng chnh sach marketing-mix thch hp Khc th trng l mt nhm ngi tiu dng tng i ng nht trn c s v nhu cu, tnh cch hnh vi 26

Marketing vi m

Yu cu ca phn khc th trng Tnh o lng Qui m, sc mua, hiu qu ca khc th trng Tnh tip cn C kh nng t ti v phc v khc th trng Tnh hp dn, quan trng Qui m ln v kh nng sinh li Tnh hnh ng Trin khai nhng chng trnh marketing ring bit cho tng khc th trng phn chia Th trng hng tiu dng a l Min Qui m v v tr ca thnh ph C tr, kh hu Nhn khu hc Tui tc, gii tnh Qui m gia nh Giai on i sng gia nh Thu nhp hng thng Trnh hc vn Ngh nghip Tn gio, dn tc Th trng hng tiu dng Tm l Li sng C tnh Tng lp x hi Hnh vi ca khch hng Dp mua Li ch mong mun Mc tiu dng Lng trung thnh Tho lun

Phn khc th trng xe gn my La chn th trng mc tiu Th trng mc tiu (target market) l th trng bao gm cc khch hng c cng nhu cu hoc mong mun m doanh nghip quyt nh p ng nh gi cc khc th trng chn th trng mc tiu Qui m v tng trng Thu thp v phn tch cc s liu nh doanh thu hin ti, d on t l tng doanh thu tng lai, li nhun hin ti v t l tng li nhun tng lai. Sc hp dn ca khc th trng 27

nh gi i th hin ti v tim nng S e da ca sn phm thay th p lc v pha khch hng p lc v pha nh cung cp Mc tiu v ngun lc cng ty Chin lc v th trng mc tiu

Chin lc marketing khng phn bit (Undifferentiated marketing)

Chin lc a khc/ phn bit ( Multiple Segmentation/Differentiated marketing) Chin lc n khc/tp trung (Single Segmentation/Concentrated Marketing) nh v trong th trng L vic a cc n tng tt, c sc, kh qun v sn phm cng ty vo trong tm tr khch hng bng cc chin lc marketing mix thch hp Qu trnh nh v Xc nh mc Xc nh r cc c im ct li quan trng cho cc khc la chn Xc nh c im trn bn nh v Cc li th cnh tranh c kh nng thc hin so vi i th cnh tranh Khc bit v sn phm Khc bit v hnh nh Khc bit v dch v nh gi vic la chn nh v La chn chin lc cnh tranh ng Thc hin nh v Truyn thng v chuyn giao v tr chn la Bi tp: Khi nim nh v v nu qu trnh nh v cho nhn hiu sn phm?

CHNG 6 CHIN LC SN PHM

I/ Sn phm v chin lc sn phm Sn phm l tp hp tt c cc gi tr c th tha mn mong mun ca khch hng Vt cht v phi vt cht Xem hnh 47 trang 207 Nm Tng ca sn phm: Sn phm tim nng Sn phm m rng (dch v cng thm) Sn phm mong i Sn phm hin thc Li ch ct li II/ PHN LOI SN PHM 28

1) Hng ha s dng thng ngy Mua thng xuyn hay khn cp ngu hng Gi thp Mass advertising Bn nhiu ni i.e : Bo ch, ko, thuc l 2) Hng ha mua c la chn Mua t thng xuyn, C cn nhc v so snh Gi cao t bn nhiu ni i.e : Qun o, xe hi, in gia dng 3) Hng ha theo nhu cu c bit B nhiu cng sc tm kim Gi cao Tnh nng c bit C thng hiu t ch bn i.e : Lamborghini, Rolex 4) Hng ha theo nhu cu th ng Khng hay bit hay khng ngh n Cn qung co v bn hng c nhn i.e : Bo him tnh mng, hin mu, bia m III ) Quyt nh ca c nhn v sn phm :

1) Thuc tnh sn phm Cht lng : Kh nng d tnh ca sn phm c th thc hin cc chc nng bn, tnh chnh
xc, tin cy Tnh nng : Gip phn bit sn phm so vi i th cnh tranh Phong cch : To s khc bit, cm nhn ring 2) Thng hiu Chc nng: C th ho, s vui thch, chuyn bit, d phn bit Mt thng hiu duy nht cho tt c cc sn phm Phn bit ho cc nhn hiu cho tng nhm sn phm Phn bit ho cc nhn hiu cho tt c cc sn phm Kt hp thng hiu ca doanh nghip vi tn nhn hiu ring ca tng sn phm 3) Nhn hiu (Label) Thng tin c in trn sn phm v trn bao b. Chc nng: Xc nh sn phm hay thng hiu M t mt vi iu v sn phm Kch thch s mua sn phm qua hnh thc nhng biu tng hp dn, mu sc 4) Bao B S ng Gi Bo v sn phm 29

 Thun li cho chuyn ch Thun li cho bn hng To s thch ng ca sn phm /v nhu cu ca ngi tiu th Thun li cho tiu dng D dng bo qun 5) Dch v h tr Tha mn nhu cu ca th trng mc tiu v tng li th cnh tranh. Cch no? Bc 1. iu tra xem khch hng thm nh th no v dch v hin ti ca doanh nghip v xy dng nhng tng mi cho dch v mi. Bc 2. Xem xt chi ph cho dch v mi. Bc 3. Pht trin dch v mi tha mn khch hng, tng li nhun cho cng ty v ginh li th cnh tranh. Khi nim Sn Phm Mn hng (product item) Dng sn phm (product line) Tp hp sn phm (product mix) Chiu rng (width) Chiu di (length) Chiu su (depth) Tnh ng nht (consistency) PRODUCT MIX of PROCTER AND GAMBLE PRODUCTS Product mix - width Bt git Kem anh rng Xa Phong Ivory Lava Camay Safeguard Coast Ta lot em be Pampers Luvs Giy v sinh Banner Summit Charmin

Ivory Snow Gleem Product Tide line length Cheer Dash Era Crest

Chin lc sn phm : Tng th cc nh hng, cc nguyn tc v cc bin php thc hin trong vic xc lp mt tp hp sn phm bao gm cc dng sn phm v cc mn hng sao cho ph hp vi tng th trng v ph hp vi tng giai on khc nhau cho chu k sng ca sn phm . Chin lc tp hp sn phm : Chin lc m rng Chin lc ko di cc dng sn phm 30

 Chin lc tng chiu su Chin lc tng gim tnh ng nht Chin lc dng sn phm : Chin lc thit lp Chin lc pht trin Dn xung Dn ln Dn ra c hai phi Chin lc hn ch Chin lc bin ci Chin lc hin i ho Chin lc cho tng sn phm c th : Chin lc i mi Phn ng Ch ng Chin lc bt chc Chin lc thch ng Chin lc nh v Nghin cu chu k sng sn phm :

Characteristic s Marketing Objective

Introduction -To s hiu bit v sn phm -Khuyn khch s dng th Lng bn ra t Chi ph cao (tnh trn tng khch hng) L

Growth M rng ti a th trng

Maturity Tng ti a li nhun, ng thi bo v th phn

Decline Gim chi ph v duy tr nhn hiu Giam Thp

Sales Costs

Tng nhanh inh im Trung binh Thp

Profits

Li nhun 31

Li nhun cao

Li nhun

Customers

Tin phong 2.5% It

tng Tiu th ban u 13.5% Nhiu hn

a s 68% S lng n nh, bt u i xung Maturity a dng ho nhn hiu v kiu dng Bng/thp hn i th cnh tranh Rng & mnh hn

gim Mun mng 16% Giam

Competitors

Strategies Product

Introduction Sn phm ct li

Growth M rng & tng cng dch v bo hnh Thm nhp th trng M rng mnh

Decline Loi b cc mt hng km hiu qu Gim gi

Price

Ht vng th trng Chn lc c gii hn

Distribution

Chn lc, loi b nhng nh phn phi khng hiu qu

Advertising

To s hiu bit v sn phm nhm ti ngi tin phong & tiu th ban u Xc tin mnh, khuyn khch s dng th

To s hiu bit v sn phm trn ton b th trng

Nhn mnh s khc bit ca nhn hiu & cc li ch

Gim ti mc gi li nhng khch hng trung thnh Gim n mc ti thiu

Sales promotion

Gim (v nhu cu th trng ang tng)

Cng c lng trung thnh Chiu d khch hng ca i th

Phng hng : Tm ra nhng tng mi -- Chn lc v nh gi tng mi -- Pht trin v th nghim khi nim --Hoch nh chin lc marketing --Phn tch v mt kinh doanh -- Pht trin sn phm -- Th nghim trn th trng -- Thng mi ha sn phm

32

CHNG 7 CHIN LC GI C PRICE STRATEGY

KHI NIM GIA CA: la bieu hien bang tien cua gia tr san pham ma ngi ban yeu cau ngi mua tra cho ho. PRICE IN THE MARKETING MIX : Tong doanh thu = Gia n v x Lng ban Li nhuan = Tong doanh thu Tong chi ph Yu tt bn trong n vic nh gi nh hng Yu Mc tiu Marketing Chin lc marketing Khch c tnh sn phm, Khch hng # hng Chi ph
Marketing vi m
Nhiu sn phm ph hp vi nhu cu ca tng c Yu t bn nhn trong

# ngi tiu th

ngi tiu th

Mc tiu Marketing Tn ti Ti a ha li nhun Dn u th phn Dn u v cht lng sn phm Chin lc marketing Lin kt cht ch vi cc b phn khc nhm hnh thnh chng trnh marketing mix hiu qu nht c tnh sn phm Chu k sng sn phm Chi ph nh ph Bin Ph Tng Ph Yu t bn ngoi Th trng 1. oc quyen hoan toan 2. oc quyen cnh tranh 3. Canh tranh hoan ho 4. Cnh tranh c quyn S cu 1. Lng cau ve chung loai san pham (VD: xe hi). 2. Lng cau ve san pham (VD: xe hi cao cap) 3. Lng cau ve nhan hieu (VD: toyota celica) 4. co gian ca cu 33

= % thay i trng lng cu / % thay i v gi i th cnh tranh Chnh sch gi c ca nh nc Kim ch ch s gi, hn ch lm pht T do cnh tranh XAC NH MOI QUAN HE GIA CHI PH, LNG BAN VA LI NHUAN 1. LI NHUN = TNG DOANH THU - TNG PH 2. TONG PH (TC): NH PH + BIEN PH. 3. NH PH (FC): chi ph khong thay oi theo lng san pham san xuat ra. 4. BIEN PH (VC) : chi ph thay oi theo so lng san pham san xuat ra. 5. PHAN TCH HOA VON (BEP) BEP
QUANTITY

NH PH GI BN (1 n v) - BIN PH (1 n v)

CAC PHNG PHAP NH GIA 1/ NH GIA TREN C S CHI PH - Chi ph cong them t le li nhuan co nh, mot mc ph co nh (G=Z+M) 2/ NH GIA TREN C S NGI MUA NH GI TRN C S CHI PH KHC VI NH GI TRN C S NGI MUA : Chi phi : San phm ->Chi Phi ->Gia -> Gia tri -> Khach hang 34

Tm li ngi mua : Khach hang ->Gia tri -> Gia-> Chi Phi -> San phm 3/ NH GIA TREN C S LI NHUAN Li nhun mc tiu trn doanh s, th phn Li nhun mc tiu trn u t Gi bn = Chi ph mt n v +t l thu hi vn x vn u t / s lng bn Vn u t l 1 triu USD chi ph sn xut mt n v l 100, s lng bn l 10000 v mun t gi thu 20% ROI? 4/ NH GIA TREN C S CANH TRANH : nh gi theo thi gi nh gi gi u thu kn CAC MUC TIEU NH GIA : Li nhuan Doanh so Th phan S ton tai Cnh tranh Trach nhiem xa hoi CC CHIN LC GI : 1) Chin lc nh gi cho tp hp sn phm Dng sn phm Sn phm ty chn Sn phm ph b 2) Chin lc iu chnh gi Chit khu So lng mua Theo mua. Tien mat oi cu lay mi Chng trnh xc tin Phn bit i tng Hnh thc sn phm Khu vc Thi gian 3)Chin lc thay i gi o Ch ng gim gi Cn cng sut hot ng, tha nng lc i ph vi i th cnh tranh Th phn gim, khng ch th trng o Ch ng tng gi Cu ln Gia tng chi ph o Phn ng ca ngi mua i vi vic thay i gi c o Phn ng ca i th cnh tranh i vi vic thay i gi c Ti sao? Thng xuyn hay c thi hn? Th phn v li nhun? 35

4) nh gi sn phm mi Thm nhp th trng K: Nhy cm vi gi Ch ph v sn xut v phn phi gim theo cng vi mc kinh nghim sn xut tch ly Cht lc th trng K: Cht lng v hnh nh sn phm i th cnh tranh khng d dng thm nhp th trng S lng ngi mua c mc cu hin hnh cao 5) nh gi tm l TIN TRNH XC NH GI BN CHO MT SN PHM MI La chn mc tiu ca gi Xc nh s cu ca sn phm D tnh chi ph Phn tch sn phm, chi ph v gi c ca i th cnh tranh La chn phng php nh gi La chn mc gi cui cng Bi tp v nh Tho lun 1. Mc tiu nh gi ca S-fone? 2. i tng khch hng ? Nhu cu? 3. i th cnh tranh? Gi c ca h? 4. Chin lc gi ca S-Fone? 5. Tr ngi, kh khn ca S-Fone hay S-fone cn khc phc nhng im g?

36

Chng 8: CHIN LC PHN PHI

Khi nim Phn phi l tin trnh chuyn a sn phm t nh sn xut n ngi tiu dng cui cng, th hin qua nhiu phng thc v hot ng khc nhau Vai tr phn phi l a sn phm n th trng mc tiu qua cc h thng knh phn phi Knh phn phi Knh phn phi l tp hp cc t chc v c nhn lm nhim v chuyn a sn phm t nh sn xut n ngi tiu dng cui cng, kt hp tt c cc thnh vin tham gia bao gm; nh sn xut, nh bun s, nh bn l, i l v ngi tiu dng Knh phn phi sn phm tiu dng Knh phn phi cho sn phm cng nghip

Chc nng h thng phn phi : Thng tin Chiu thi Tip xuc Kt ni Thng lng Phn phi vt li Tai chinh Chiu rui ro Knh phn phi 37

Channel 1

Direct Channel
KH

NSX

Channel 2

Indirect Channel

KH

BL

NSX
Channel 3

KH

BB

NSX
Channel 4

KH

BB

BL

h Channel hn 6 g# ng i Cc trung gian trong knh phn phi tiu Nh bn l Nh bn bun th

DL

Khc Channel 5
NSX

NSX

KH

BL

KH

BB

DL

BL

i l v ngi mi gii

Nh bn l Bn l bao gm nhiu hot ng kinh doanh lin quan n bn sn phm cho ngi tiu dng cui cng l c nhn, h gia nh. Giai on cui trong knh phn phi Bn l c lp H thng bn l Bn l c quyn Hp tc bn l Specialty store Department store Super market Convenience store Discount store Hypermarket Nh bn bun v i l Nh bn bun l nhng ngi mua sn phm t nhng nh sn xut hoc cung cp sn phm bn li cho cc nh s dng cng nghip, nh bn l v nhng nh bun khc. Nghin cu th trng Ti chnh Tr gip nh bn l D tr hng ho i l v ngi mi gii thc hin mt s chc nng nht nh nhng khng c quyn s hu v sn phm. H hng hoa hng hoc th lao Cc h thng marketing H thng marketing doc : NXS -> BB -> BL -> KH 38

H thng marketing truyn thng : NXS + BB + BL -> KH H thng Marketing dc

H thng marketing dc

Marketing dc theo hp ng

Bo tr ca BB i vi BL

Hp tc BL

Quyn u i thng mi

BL c quyn u i di bo tr ca NSX

BB c quyn u i di bo tr ca NSX

BL c quyn u i di bo tr ca cty dch v

Cc h thng marketing H thng marketing ngang Banks in Grocery Stores H thng marketing nhiu knh Retailers, Catalogs, and Sales Force LA CHN KNH PHN PHI La chn knh phn phi l qu trnh phn tch nh gi cc nhn t nh hng la chn knh phn phi v trung gian thch hp tiu th sn phm. Cc cn c la chn Cn c vo mc tiu cn t Chim lnh th trng, xy dng hnh nh sn phm Kim sot, gim chi ph, tng li nhun Cn c vo c im ca th trng Loi th trng, s lng khch hng tim nng Mc tp trung v mt a l, qui m n hng Cn c vo sn phm c im sn phm, cc giai on ca chu k sng sn phm Cn c vo c im ca trung gian Nng lc ca cc nh trung gian, chnh sch kinh doanh Cn c vo nng lc ca cng ty Nng lc, kinh nghim qun l Kh nng ti chnh, danh ting,uy tn ca doanh nghip Cn c vo i th cnh tranh Cc kiu phn phi Phn phi rng ri (Extensive distribution) Phn phi chn lc (Selective distribution) Phn phi c quyn (Exclusive distribution)

39

Cc vn lu thng hng ha
X l n t hng Vn chuyn

Chc nng

D tr hng ha

Kho bi

Tho lun : Xy dng h thng phn phi cho mt trong 2 sn phm trong th trng TPHCM: Du gi u hng vo th trng bnh dn. TD hng vo th trng cao cp.

40

Ph n hi n h gi c c th n h vi n

Tu y n ch n cc th nh vi n c a k nh Kh uy n kh c h c c th n h vi n ho t ng