CHIN LC PHN PHI

1. 2. 3. 4. 5. 6.

Bn cht v chc nng ca cc knh marketing T chc v hot ng ca knh Hoch nh v quyt nh knh phn phi T chc h thng bn l T chc h thng bn s T chc lc lng bn hng

1. Bn cht v chc nng ca cc knh marketing V sao phi s dng trung gian marketing? Gii trung gian marketing, qua nhng tip xc, kinh nghim, s chuyn mn ha v quy m hot ng ca h em li cho nh sn xut nhiu iu li hn so vi vic nh sn xut t phn phi. S dng gii trung gian phn phi c th em li nhng s tit kim kh ln (hnh 11.1) K hiu quy c: SX: Nh sn xut KH: Khch hng

Hnh 11.1: Trung gian phn phi c th em li s tit kim nh th no?

Nh hnh v cho thy: Bn nh sn xut trc tip lm marketing phn phi cho bn khch hng i hi ti 16 ln tip xc. Nhng nu s dng trung gian phn phi s ln tip xc gim xung ch cn 8. Cc loi knh marketing: Cc loi knh marketing thng dng nht c trnh by trong hnh 11.2

Hnh 11.2. Cc loi knh marketing Knh trc tip khng c trung gian, nh sn xut bn hng thng cho ngi tiu dng. C ba cch bn hng trc tip: Bn n tng nh, bn ti ca hng gii thiu sn phm v bn theo th hoc in thoi t hng Knh 1 cp ch c mt trung gian bn hng trong th trng hng tiu dng, l ngi bn l. Trong th trng hng cng nghip, l ngi mi gii hay i din bn hng. Knh 2 cp c 2 trung gian marketing. Trong th trng hng tiu dng, thng l nh bn s v bn l. Trong th trng k ngh th l b phn phn phi ca cng ty v cc nh bun. Knh 3 cp c 3 trung gian phn phi. Th d: Trong ngnh nc ngt, ru bia c th c thm tng i l hay i l bn bun-ngi bn s v ngi bn l.

Cc chc nng ca knh marketing Cc thnh vin ca knh marketing thc hin cc chc nng sau y:

1. 2. 3.
4.

iu nghin: Thu thp thng tin cn thit hoch nh chin lc v C ng: Trin khai v ph bin nhng thng tin c sc thuyt phc Tip xc: Tm ra v thng tin c vi khch hng tng lai. Phn chia, ng gi, phn loi hng ha. Thng lng: C gng i ti tho thun v gi c v cc vn khc Ti tr: Huy ng v phn chia tin bc thanh ton chi ph ca Chu may ri: Chp nhn cc ri ro lin quan ti vic iu hnh hot

to thun li cho s trao i. cao v nhng mn hng ang kinh doanh v cc sn phm mi.

5. 6. 7.

quanh mn hng m khch nh mua c th bn c. knh, cp tn dng cho khch hng. ng ca knh. Cc chc nng trn c th thay i c gia cc thnh vin trong knh. Nu nh sn xut thc hin c cc chc nng ny th chi ph s tng v gi c s cao hn. Khi mt s chc nng c chuyn sang cho gii trung gian th chi ph v gi c ca nh sn xut s thp hn, nhng phi tnh thm chi ph cho nh trung gian. Vn ai phi thc hin mi chc nng trn ca knh, chnh l do nng sut v hiu qu quyt nh. 2. T chc v hot ng ca knh Hot ng ca knh phn phi: Mt knh phn phi l mt s lin kt cc c s khc nhau li v li ch chung. Mi thnh vin trong ng dy u da vo nhng thnh vin khc. Cc nh phn phi xe Ford da vo cng ty Ford c c nhng chic xe thit k v ch to tt, p ng c nhu cu ca khch. Cng ty Ford th li da vo cc nh phn phi thu ht khch hng, thuyt phc h mua xe Ford v cung cp cc dch v sau khi h mua. S thnh cng ca mi nh phn phi xe Ford cng ph thuc vo vic ton b ng dy ca hng c cnh tranh gii vi ng dy ca cc hng xe hi khc khng? Mi thnh vin trong ng dy gi mt vai tr ring v chuyn thc hin mt hay nhiu chc nng. Vai tr ca hng IBM l sn xut ra nhng my tnh c nhn hp dn khch hng v to ra sc cu qua qung co rng ri ton quc. Vai tr ca

ca hng chuyn doanh my tnh l trng by my ti nhng v tr thun li, tr li thc mc ca khch hng mun mua, k kt thng v v cung cp dch v cho khch. ng dy s c hiu qu nht khi tng thnh vin c giao nhim v m h c th lm tt nht. V s thnh cng ca cc c nhn thnh vin tu thuc vo thnh cng ca c ng dy, nn mi c s trong ng dy u phi hiu vo chp nhn phn vic ring ca mnh, phi hp mc tiu v hot ng ca mnh vi mc tiu v hot ng ca cc thnh vin khc v phi hp hon thnh mc tiu ca ng dy. Bng s hp tc, h c th nm bt, cung ng v tha mn th trng mc tiu tt hn. ton b ng dy hot ng tt, cn chuyn mn ha vai tr ca tng thnh vin v cc xung t v nu c cc xung t th phi c iu giai hu hiu. S hp tc, chuyn mn ha v xung t trong ng dy ch thc hin c vi mt cp lnh o vng mnh. ng dy s hot ng tt hn nu c mt gung my iu hnh c quyn lc, phn chia lc lng hp l trong ng dy, bit cch phn nhim v v phn gii xung t mt cch khoa hc. T chc knh phn phi Trc y, cc knh phn phi l tp hp ngu nhin, cc thnh vin c lp v ch quyn vo qun l, ng thi mi thnh vin t quan tm ti hot ng ca c knh. S pht trin ca h thng marketing dc VMS (Vertical Marketing System) Mt h thng marketing dc VMS hot ng nh mt th thng nht, gm cc nh sn xut, nh bn s v nh bn l. Hoc thnh vin ny l ch ca thnh vin khc hoc cho h c quyn kinh tiu hoc c quyn lc mnh n ni cc thnh vin kia phi hp tc. Mt VMS c th do mt nh sn xut, mt nh bn l hay mt nh bn s thng tr. VMS xut hin nhm kim sot hot ng ca knh v iu gii xung t do mi thnh vin ch chy theo li ch ring ca mnh. So snh knh marketing thng thng vi h thng marketing dc c trnh by trong hnh 11.3

H 11.3. So snh knh marketing thng thng vi h thng marketing dc S pht trin ca h thng marketing a knh Cc cng ty cng ng dng nhng h thng marketing a knh vn ti cng mt th trng hay nhng th trng khc nhau. Chng hn, M cng ty General Electric va phn phi sn phm cho cc nh bun c lp, va bn thng cho cc nh thu xy dng ln. Vit Nam, cng ty nc gii kht IBC va phn phi cho cc nh bun c lp, va phn phi cho cc im HOREKA (Hotel, Restaurant, Karaoke). 3. Hoch nh v quyt nh knh phn phi Hoch nh knh phn phi i hi phi nh ra cc mc tiu, rng buc, xc nh nhng chn la v knh v nh gi chng. Thit lp cc mc tiu v cc rng buc Vic hoch nh mt knh phn phi hiu qu bt u bng s nh r cn phi vn ti th trng no vi mc tiu no? Cc mc tiu c th l mc phc v khch hng ti u v cc trung gian phi hot ng nh th no? Nhng rng buc ca knh bao gm: c im ca ngi tiu th. c im v sn phm, c im ca gii trung gian (tip cn, thng tho, qung co, lu kho...), c im ca mi trng v c im ca cng ty (quy m, kh nng ti chnh, chin lc marketing. Xc nh nhng la chn ch yu bao gm Cc kiu trung gian marketing, s lng trung gian (phn phi rng ri, tng kinh tiu, phn phi chn lc) v quyn hn v trch nhim ca cc thnh vin trong knh.

nh gi nhng la chn knh. Gi s mt nh sn xut mun cho ra mt knh tha mn tt nht nhng mc tiu di hn ca cng ty. Nh kinh doanh cn phi nh gi knh theo cc tiu chun kinh t, tnh thch nghi v tnh d kim sot. Nhng quyt nh v knh phn phi i hi s la chn v kch thch tng c nhn trung gian v nh gi hot ng ca cc thnh vin trong knh. Tuyn chn thnh vin ca knh Cng ty phi bit thu ht cc trung gian c cht lng cho knh d nh. Nhng trung gian tt cn c nhng c im g? l kh nng am hiu v quan h tt i vi khch hng, thm nin v kinh nghim, kh nng hp tc, hiu qu v uy tn trong kinh doanh. i khi cn nh gi v a im kinh doanh, kh nng pht trin trong tng lai. Kch thch thnh vin ca knh Gii trung gian phi c thng xuyn kch thch lm vic tt hn. Cng ty cn phi hiu c nhu cu v c mun ca h. C 3 kiu tip cn vi gii trung gian: hp tc, hn hp v lp chng trnh phn phi - S hp tc c kch thch bng mc li cao, tin thng, tr cp qung co, tr cp trng by hng, thi ua doanh s. - S hn hp th hin cch lm n lu di, v li ch chung i vi nh phn phi. - Lp chng trnh phn phi l kiu tha thun tin b nht. Hai bn cng vch ra mc tiu kinh doanh, k hoch tiu th, k hoch qung co, khuyn mi. Cng ty bin cc nh phn phi t cch ngh pha ngi mua chuyn sang cch ngh, lm n pha ngi bn. H l mt b phn trong h thng marketing dc VMS ca cng ty. nh gi cc thnh vin ca knh Nh sn xut phi nh k nh gi hot ng ca ngi trung gian theo nhng tiu chun nh nh mc doanh s t c, mc lu kho trung bnh, thi gian giao hng cho khch, cch x l hng ha tht thot hoc h hng, mc hp tc trong cc chng trnh qung co v hun luyn ca cng ty v nhng dch v h phi lm cho khch.

Mc doanh s t c ca cc trung gian c th c so snh vi mc h t c trong thi k trc . T l tng tin trung bnh ca c nhm c th dng nh mt tiu chun nh gi. 4. T chc h thng bn l Bn l l tt c nhng hot ng c lin quan n vic bn hng ha hay dch v trc tip cho ngi tiu dng h s dng cho bn thn ch khng phi kinh doanh. Bn l l mt ngnh quan trng. So vi cc c s sn xut v bn s, h ng gp 7 ln v l ngun cung cp vic lm rt ln. Cc nh bn l M t doanh s ti hng ngn t la. Mi hng, bn l hng u t doanh s t 8 t n 40 t la hng nm. Cc hnh thc bn l rt phong ph v a dng. 1. Theo mc phc v, gm c: - Bn l t phc v - Bn l phc v c gii hn - Bn l phc v ton phn 2. Theo mt hng kinh doanh, c cc loi: - Ca hng chuyn doanh - Ca hng bch ha - Cc siu th v i siu th - Cc ca hng thc phm tin dng 3. Theo gi bn, ngi ta phn bit - Ca hng chit khu. Cc ca hng ny bn hng t tiu chun vi gi thp. H chp nhn mc li thp nhng khi lng bn ra ln. - Ca hng kho (bn s lng ln vi gi h). 4. Bn l khng dng ca hiu, gm c: - Bn qua bu in

- Bn qua catalog - Bn qua in thoi - Bn hng bng my bn hng t ng - Bn l tn nh 5. Ca hng chui (Chain Store) Ca hng chui l mt trong s nhng pht trin quan trng nht ca hot ng bn l ca th k ny. l ca hng c hai hay nhiu hiu bn l cng chung mt s hu v kim sot bn nhng mt hng ging y nh nhau, vic mua bn c tnh cht tp quyn v c th c kiu kin trc ca hiu y ht nhau. Chui cng ty c cng chung s hu v kim sot, c kin trc vi phong cch ng nht lm ni bt mi ca hng n v v gip khch hng d nhn ra hn. Chui cng ty c li th hn cc ca hng c lp nh kh nng c th bn gi h v tiu th c khi lng ln hng ha. 6. Hp tc x tiu th L t chc bn l ca chnh khch hng. Nhng ngi c tr chung trong mt cng ng c th lp mt hp tc x tiu th khi h cm thy nhng hiu bn l a phng li qu cao hoc cung cp hng km phm cht hay mt hng ngho nn. Nhng ngi dn ny gp tin li m ra ca hng ring ca h v biu quyt v mi ng li hot ng cng nh chn la cc qun tr vin. Ca hng c th bn gi thp hn hoc bn gi nh bnh thng v chia li cho cc x vin da trn mc mua hng ca h. 7. T chc c quyn kinh tiu Mt t chc c quyn kinh tiu l mt s lin kt theo hp ng gia bn k pht c quyn (Franchiser) v bn c nhng c quyn (Franchisees) - Nhng thng gia c lp mun mua quyn s hu v quyn kinh doanh mt hoc nhiu n v thuc h thng c quyn. Ngi k pht c quyn kinh tiu s nhn c nhiu khon li nh: ph gia nhp, tin bn quyn tnh theo doanh s, l ph cho thu trang thit b c chia mt phn ln. V d: Hng Mc. Donald thu l ph gia nhp 150.000 la cho mi ngi c nhng c quyn; l ph bn quyn l 3%, l ph thu mn trang thit b l

8,5% doanh s ca ngi mua c quyn. Cng ty cn buc h phi ti hc Hamburger University trong 3 tun l bit cch kinh doanh ra sao. 5. T chc h thng bn s Bn s bao gm tt c cc hot ng nhm bn hng ha v dch v cho ngi mua v bn li hoc kinh doanh. c nh bn s, giao dch ch yu i vi khch hng bun bn hn l khch tiu dng trc tip. H ch yu mua hng t nh sn xut, bn cho ngi bn l, cho cc c s k ngh v cc nh bn s khc. Nh bn s thc hin nhiu chc nng bao gm vic bn hng v qung co, mua hng v lm cng vic phn phi, bc d hng vi khi lng ln, tn kho, chuyn ch, ti tr, chp nhn ri ro, cung ng tin tc th trng, cung cp cc dch v v qun tr v lm t vn. Gii bn s thng c phn phi thnh bn nhm: 1. Nh bn s thng nghip Nm quyn s hu hng ha. Nhm ny gm cc nh bn s phc v ton phn (thng nhn bn s, nh phn phi - kinh tiu k ngh) v cc nh bn s phc v gii hn (bn s tin mt t ch, nh bn s b mi trung gian trc tip giao hng, nh bn s k gi v bn s theo n t hng). 2. Cc nh mi gii v i l H khng s hu hng ha v ch thc hin chc nng mi gii to thun li cho vic mua v bn, qua h c hng hoa hng t 2 - 6% trn gi bn. in hnh ca gii ny l cc nh mi gii thc phm, a c, bo him v chng khon. Cc i l thng c nhiu dng: i l ca nh sn xut (i l bn s), cc i l tiu th, i l thu mua v nh bun n hoa hng. 3. Chi nhnh v vn phng ca nh sn xut Vn phng giao dch v chi nhnh bn hng ca nh sn xut c thnh lp thc hin cc cng vic bn hng, qung co v kim tra hng tn kho. Nhng chi nhnh bn hng ny thng c tr hng v thng hot ng trong nhiu ngnh trang thit b, ph tng xe hi, tp ha, hng kh. 4. Cc nh bn s tp loi Gm cc nh bn s kinh doanh nhiu loi mt hng khc nhau k c cc i l u mi xng du, bn v giao hng n tn tng cy xng, cc cng ty u gi

Trong hot ng kinh doanh hin nay, cc nh bn s tin b ang thch ng cc hot ng, dch v theo nhu cu khch hng v tm kim nhng phng php gim chi ph ca vic giao dch. 6. T chc lc lng bn hng Cng vic t chc v qun tr nhn vin bn hng l phn tch, lp k hoch, thc hin v kim tra nhng hot ng bn hng. N bao gm vic thit lp mc tiu, chin lc cho nhn vin bn hng, tuyn dng, chn la, hun luyn, gim st v nh gi nhng i din bn hng ca cng ty. Nhn vin bn hng phi thm d, tm kim v vun trng cc khch hng mi. H phi truyn t kho lo nhng thng tin v sn phm v dch v ca cng ty. Nhn vin bn hng phi bit ngh thut bn hng bao gm: tip cn, gii thiu tr li nhng c tuyt v kt thc vic bn. H cng cung cp dch v cho khch hng - c vn, tr gip k thut, thu xp vic, ti tr v giao hng. Nhn vin bn hng cn phi lm cng vic iu nghin v tnh bo v th trng v lm nhng bo co v giao dch. H cng tin hnh iu phi hng ha khan him trong thi k sn xut thiu. Nhn vin bn hng nn dnh 80% thi gian cho khch hng hin ti v 20% cho khch hng tng lai v dnh 85% cho nhng sn phm n nh 15% cho nhng sn phm mi. Nhn vin bn hng phi bit cch to tha mn cho khch v to li nhun cho cng ty. H phi bit cch phn tch d liu v tiu th, o lng tim nng th trng thu nht tin tc th trng v trin khai nhng chin lc cng k hoch marketing. Ct ty ca mt hot ng bn hng thnh cng l phi c mt i ng nhn vin bn hng gii. Phi bit tuyn chn h. H phi l ngi c thi quen theo ui, lun lun c nhu cu phi chin thng v tc ng c n ngi khc. cng l nhng ngi dm nhn ri ro t c mc ch, bit gn b cht ch mnh vi khch hng. H coi trng li ch ca khch hng, xem mnh l bn, l ng i vi khch hng hn l i th. Cc nhn vin bn hng cn c o to, hun luyn mt cch cn thn v c h thng. H cn bit thm d, nh gi, tip cn vi khch hng, bit cch trnh by gii thiu hng ha, bit cch x l tnh hung. Ngi bn hng cn c hun luyn k v k nng thng tho, cch kt thc mt thng v, bit cch hng dn s dng, lp t v thc hin hon ho cc dch v cho khch hng. Nhn vin bn hng cn c gim st, khuyn khch v ng vin lin tc nng cao hiu qu hot ng ca h. Ngi bn hng cng c ng vin kch thch tt th cng tn ty vi cng vic v kt qu cng tt hn khi h c th c thng nhiu hn, do vui lng hn v li cng hng hi, c gng hn.