2 KHM PH MARPRO 18

N PHM CA NHM MARGROUP S 18|THNG 11-2011 -----------------------------------------------------------C vn Tin s L Tn Bu Trng khoa Thng mi Du lch Marketing i hc Kinh t thnh ph H Ch Minh Ths. Hunh Phc Ngha Ph B th on trng i hc Kinh T TP.HCM Ging vin Khoa Thng mi - Du lch - Markeing Thnh vin hi ng t vn CMO Council

TH TA SON
Cc doanh nghip ang khng ngng chy ua ginh th trng trc s thay i nhanh chng v mc i hi ngy cng cao trong nhu cu ca ngi tiu dng. Nhng u l nhng tng xut sc, thuyt phc ngi tiu dng s dng sn phm? Bn s to ra siu-sn-phm tho mn tt c nhu cu hin c ca khch hng hay khn ngoan sn ng nhu cu tim n v em n cho khch hng s tho mn m ch bn mi c th. MarPro 18 vi ch Nghin cu nh tnh mong mun cung cp cho bn mt gii php trong vic thu hiu ngi tiu dng. ht thi ca nhng doanh nghip ch ch trng pht trin sn phm, n lc tiu th, khuyn mi, hay t p t nhu cu ca ngi bn cho khch hng v tin hnh xy dng k hoch Marketing mt cch ch quan. V bn - mt ngi lm Marketing thng minh cn s dng Nghin cu nh tnh nh th no c th p ng nhu cu ngi tiu dng mt cch c li? Ban bin tp

i din ban th k ta son Hong Th Ngc Anh K thut trnh by Phm B Nguyn Nguyn Hong Thoi Uyn Cng tc ni dung Anh Trn Hng Thin Vn Th Thanh Diu Nguyn Th Hng Hnh H Thu Hng Trnh Nguyn Ngc Linh Nguyn Thy Qunh Ngn Nguyn Th H Phng L Trn Kim Phng Nguyn Th Thu Tho L Th Minh Th Trn Bo Trm Hong Ngc Trc Nguyn Hong Thoi Uyn Hong Th Minh Xun Ta son v tr s 54 Nguyn Vn Th, Q1, Tp.HCM Email: marpro@margroup.edu.vn Website: http://www.margroup.edu.vn Facebook: http://www.facebook.com/MarPro Download MarPro: www.mediafire.com/marpro

11-2011

KHM PH MARPRO

MC LC

9 11 13 17

VNG QUANH TH GII NGHIN CU NH TNH CN CNH NGH NGHIN CU NH TNH FOCUS GROUP BN HIU R? KHM PH B QUYT M CA THNH CNG

KHI U

CA MI KHI U CMO CONFERENCE 2011 TRULY SERVICE MARKETING

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4 TNG QUAN MARKETING

VNG QUANH TH GII

NGHIN CU NH TNH
Mi nm, trung bnh cc cng ty quc t dnh mt ngn sch chim 4 5% doanh thu cho vic Nghin cu th trng (NCTT). Cc doanh nghip Vit Nam chi khong 40 triu USD, Phillipines chi 80 triu USD v Thi Lan chi hn 100 triu USD cho hot ng ny. Nhng thng k trn phn no cho thy tm quan trng ca NCTT trong hot ng kinh doanh cng nh Marketing ca doanh nghip, bi n l nn tng cho vic lp k hoch v trin khai hot ng lin quan n sn phm hoc thng hiu ca cng ty. Ni theo cch khc, NCTT ng cch s gim thiu ri ro tht bi cho cc doanh nghip. Khng ngu nhin m NCTT lun c s song hnh ca Nghin cu nh tnh v nh lng (NCT NCL). Tuy nhin, ti Vit Nam hin nay, phn ln doanh nghip ch ch trng vo NCL v hu ht sinh vin, nghin cu sinh quyt nh ch la chn NCL lm cn c cho cc nghin cu ca mnh. Vy kt qu thu c c thc s chnh xc khi chng ta ch s dng mt cng c nghin cu?

NCT l mt phng php nghin cu khoa hc,

NGHIN CU NH TNH L G? NC NH LNG

- Quy trnh ng nht t p vin u tin n cui cng. - Kt qu nghin cu khng ph thuc nhiu vo ngi phng vn. - Nghin cu c thc hin t trong iu kin gi nh -> thc hin phn tch d liu t trong nhng gi nh .

NC NH TNH
Mc linh hot trong thit k, thc hin nghin cu - Tip cn linh hot, thay i ph hp theo tng p vin. - S chuyn nghip ca ngi phng vn nh hng ln n kt qu nghin cu. - Nghin cu c thc hin trong nhiu iu kin thu c cu tr li a dng, khai thc mi pha ca vn . - M t s thay i chiu hng thay i ca vn . - M t v gii thch nguyn nhn cc mi quan h nhn qu. - M t c tnh, khm ph cch x l vn t gc nhn p vin. M, dn dt vn t bao qut n c th. Vn bn, d liu lu tr c (ghi m, ghi hnh).

Mc tiu nghin cu

- Xc nh s lng cc hin tng xut hin trong vn . - D on cc mi quan h nhn qu - Xc nhn tnh chnh xc v tin cy ca vn hay mt kt lun. Hu ht l ng, cu tr li xoay quanh cc gi c sn. S liu, kt qu l nhng ch s c th so snh.

Dng cu hi c s dng Dng d liu thu c sau nghin cu

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TNG QUAN MARKETING

thu thp quan im ngi tiu dng, th hin bi cc kin, hnh vi t trong s chi phi ca bi cnh x hi, gi tr vn ha ca tng c nhn. Nu NCL cho bn bit mt con s, mt o lng c th v vn nghin cu, th NCT s em li cho bn cu tr li v nhng nguyn nhn, cch thc m vn s xy ra. Bng so snh (trang 4) s phn no gip cc bn hnh dung c khc bit gia nh tnh v nh lng. Qua bng so snh, c th thy NCT linh hot hn nhiu so vi NCL. Tuy nhin, NCT c gi tr th bn cnh s linh hot cn phi m bo mt s nguyn tc nh tn trng p vin - s t do ch ca p vin; mang tnh li ch - nghin cu mang li li ch cho p vin; v cng bng - m bo s phn chia cng bng gia ri ro, li ch trong kt qu nghin cu.

Nh cp, vic s dng ng thi NCT v NCL p ng yu cu ca mt k hoch NCTT chun. Nhng kt qu t NCT tuy khng th mang li ngay cho nh nghin cu v khch hng ca h p n cui cng ca vn t ra, nhng chng s gin lc v lm hin ln nhng phng n tim nng. Cng vic NCL l kim tra, nh gi li nhng phng n tim nng mt cch tp trung v chnh xc hn. Qua y, nh nghin cu v khch hng khm ph c xu hng, nhu cu tim n ca ngi tiu dng ng nht vi mc ch ban u t ra. Ngoi ra, khi vn cn nghin cu hon ton mi m trong ngnh, cc doanh nghip mun bit rng cc khi nim mi s nhn c phn ng nh th no t ngi tiu dng, NCT l s la chn ng tin cy. N s gip cc nh nghin cu tr li cu hi v: Ci g, ti sao, nh th no? cho tng s vic. C 3 phng php chnh gip NCT thc hin tt vai tr ca mnh, bao gm: - Phng vn nhm (Focus Group): hnh thc phng vn nhm t 6 8 ngi. N pht huy hiu qu trong vic khai thc thng tin su t qu trnh xy dng v phn bin kin ca p vin. - Phng vn su (In - depth Interview): tin hnh phng vn 1 hoc 2 ngi khi cn thng tin rt su, chi tit v khng p vin b nh hng kin. Vn c cp thng mang tnh nhy cm (gii tnh, chin lc kinh doanh, cc vn x

TI SAO V KHI NO CN S DNG NCT?

hi, HIV) hoc trong trng hp i tng l cc chuyn gia, nhn vt cp cao. - Quan st (participant observation): l vic thu thp thng tin bng cch quan st nhng hot ng t nhin ca p vin trong cc tnh hung thng ngy. C th thy nhng doanh nghip ln, mi hnh ng ca h u c tnh ton rt k v bc u tin lun l NCTT vi s c mt ca NCT. Khng c g bt buc cc doanh nghip khi tin hnh xy dng mt chin dch Marketing phi thc hin NCT. Tuy nhin, s kt hp gia nh tnh v nh lng s hn ch ri ro v m bo thnh cng nhiu hn cho s hin hu trn th trng ca sn phm. Trong thc t , chi ph thc hin NCT thng thp hn nhiu so vi NCL, nn kh nhiu doanh nghip va v nh khng tin tin hnh mt k hoch NCTT hon chnh bao gm c NCT v NCL, v th, h c th ch thc hin NCT ri s dng lun kt qu .

Bn cnh nhng gi tr NCT em li, chng ta cng cn nhn nhn nhng nhc im ca n. Th nht, v nh tnh ph thuc nhiu vo con ngi nn kt qu d mang tnh ch quan ca ngi phng vn v p vin. Th hai, mu phng vn nh v kh nng i din thp. T hai nhc im trn, ngi nghin cu khng th tin cy tuyt i v a ra kt lun cui cng cho mc ch nghin cu. Nn trong hu ht trng hp, nh tnh bt buc phi dng nh lng kim nh xc nhn kt qu cui cng.

NHC IM CA NCT L G?

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6 TNG QUAN MARKETING

Ngy nay, nm bt nhu cu tim n ngi tiu dng l mu cht sng cn trong mi trng cnh tranh gay gt, v cng c gip ngi lm marketing thu hiu ngi tiu dng chnh l NCT. Heinz thng hiu st c chua ln nht th gii l minh chng cho s hiu qu ca cng c ny. Nm 2001, khi th trng st c chua tr nn m m, Heinz thc hin nghin cu v pht hin ra ngi tiu dng M qu bn rn ch nhng git tng cui cng t y chai chy ra, h thng dng mt con dao vt hay p ngc chai tng xung hoc s dng gia v khc ngoi st c. T pht hin ny, nhng chai tng p ngc u tin ra i, khin ngi tiu dng s dng st c d hn v nhiu hn, a lng tiu th Heinz tng hn 78%. Khng ch Heinz m rt nhiu thng hiu khc thnh cng khi bit cch u t vo NCT mt cch hp l. V vy, hy c cch nhn ng n cho NCTT ni chung v NCT ni ring nh cc nh lm Marketing tng lai. Thanh Diu - Hng Hnh

TIN SCH
Cun sch Qualitative Research: Studying How Things Work ca Robert F.Stake, Gio s i hc Illinois, M mang n nhng hng dn qu bu trong vic t duy v vch ra mt k hoch nghin cu nh tnh. Trong ton b cc chng, kh nng phn x v t duy ph phn lun c khuyn khch pht trin. Thay v lit k t m, Stake kho lo gip ngi c tip cn cc cng on trong mt k hoch nghin cu nh tnh mt cch thc t v trc quan nht, t kch thch ngi c t mnh thc hnh, khm ph. Nh mt nh dn truyn ti ba, tc gi ghi li nhng tri nghim thc t ca mnh bng li k ci m, gn gi m theo nh Gio s Yvonna Lincoln ca trng i hc Texas A&M nhn xt: Each chapter is a small adventure, shaped by decades of practice, filled with authentic examples, and replete with fertile resources from a lifetime of reading that has never been limited to program evaluation or pure scholarly work. Cun sch ny l ti liu hng dn c bn nht cc bn sinh vin c th thc hin mt d n nghin cu nh tnh hon chnh. Sch c bn trn http://www.amazon.com/ Thng tin sch: Tc gi: Robert F.Stake Ngn ng: Ting Anh
11-2011

Bo Trm

Nh xut bn: The Guilford Press S trang: 244 trang Hnh thc ba: ba mm Ti bn ln th nht: 3 - 2010 Gi ba: $31.03

LNG KNH MARKETING

CN CNH

NGH NGHIN CU NH TNH

Nghin cu nh tnh (NCT) - c th nhiu ngi ngh y l mt ngh mang tnh hn lm v ch c nhng cng vic lp i lp li. Th nhng trong thc t, rt nhiu ngi la chn, am m v gn b vi ngh. Vy iu g gi chn h? Hy cng MarPro 18 khm ph nhng iu c th bn cha bit v ngh NCT nh!
Fieldwork (tuyn p vin), Quality Control (m bo cht lng vic nghin cu) Cng vic ca mi v tr l khc nhau nhng d lm g th tt c u cn s trung thc, thng thn cng vi kh nng giao tip tt, tnh cn thn, t m Ngoi ra, tu thuc vo ln d n m tng s ngi tham gia trong mi d n khc nhau. Nhng a s s c t 2- 3 chuyn vin nghin cu trong b phn Client Service vi s h tr t ngi ph trch chnh mng nh tnh. Vt liu rng ngi lm NCT ch c th lm trong cc cng ty NCTT? Bng sau gip bn c ci nhn khi qut hn v cng vic ca mt ngi lm NCTT ni chung v ngi lm NCT ni ring.

Chuyn vin NCT trong cc cng ty Nghin cu th trng (NCTT) phi lm vic trc tip, thng xuyn vi nhiu i tng khc nhau: khch hng l cc doanh nghip, ngi tiu dng, ng nghip trong nhm d n Mi cng ty NCTT c quy trnh lm vic, cch phn chia v tn gi ring cho tng b phn, nhng nhn chung, ngi lm NCT c th lm vic cc v tr nh: Researcher (chuyn vin nghin cu) trong b phn Client Service (dch v khch hng),

H L AI?

Mt th thch m bt c ngi lm NCT no cng lun phi i mt l p lc rt ln t cng vic. p lc th nht n t vic cn bng thi

H PHI I MT VI IU G

BNG 2.1

AGENCY
Mc tiu cng vic Lnh vc nghin cu Cch thc

(Bi vit cp n mi trng ny) Lm cng tc t vn, gii p vng mc, p ng a dng nhu cu ca khch hng. Tng quan, chuyn su trong nhiu th trng (ngnh hng) khc nhau. Thc hin ton b d n.

B phn NCTT
trong doanh nghip Phc v nhu cu nghin cu ni b doanh nghip. Chuyn su v tp trung trong ngnh hng ca doanh nghip.

T t chc hoc lin h vi cng ty NCTT thc hin nghin cu.

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8 LNG KNH MARKETING

gian v m bo cht lng ca nghin cu. Bi v trong cc cng ty NCTT, mt chuyn vin nghin cu c th phi lm ng thi nhiu d n cc ngnh hng khc nhau vi deadline chng cho. H cng thng xuyn phi gp mt vi khch hng m bo d n ang i ng n mc tiu ban u. p lc th hai n t nhng yu t trc tip khi h phi tip xc vi a dng cc i tng. V d nh vic thc hin phng vn i hi h phi ton tm ton lc, nhng khi b mt tp trung hoc ui sc, h s c th b qua nhng thng tin t v khng khai thc c chiu su vn . T nh hng xu n hiu qu bui phng vn, vic thu thp v phn tch thng tin cho bo co chc chn b hn ch. V kh khn hn na khi h khng c c hi lm li hoc phi tr chi ph rt cao nu mun c nhng bui phng vn khc. Mt p lc na l cng vic i hi ngi lm nghin cu phi thch ng rt nhanh vi nhng mi trng khc nhau v h phi di chuyn nhiu ni t quan st, cm nhn, thu hiu vn v con ngi. Ngoi p lc, trong mi giai on trng thnh ca ngh nghip, nhng chuyn vin NCT vn lun phi i mt vi khng t kh khn. Th thch t nhng ngy u bc chn vo ngh chnh l k nng phn tch. Tng chng n gin nhng phn tch tt li khng d dng. Phi tm cch lm th no va quan st, ghi ch, va phn tch thng tin ch khng ch n thun ghi li tng cu ch. V d nh khi p vin ni cu , ti s mua vi hai ging iu: mt l ho hng v thch th, mt rt th hoc ch ni hi lng moderator (mod) th s tht, s ngi s mua sn phm ch l mt ch khng phi hai, v ngi phn tch tt phi hiu c iu ny. Sau , ngi lm NCT cn phi bit lm sao nh gi, chn lc d liu cn thit gia v vn thng tin tip tc a ra kt lun c gi tr, hu ch gii p vng mc ban u lin quan n vic ra quyt nh ca khch hng. n giai on vit bo co, NCT i hi kh nng vit nhiu dng bo co khc nhau vi tinh lc cu ch cao, trnh s di dng, m h. Nhiu ngi k vi nhau rng mt mod d ang b bnh, tinh thn mt mi v p lc cng vic, chuyn gia nh th khi bc vo phng phng vn kn, h vn c th bin thnh ngi khc, lun y sc sng v tp trung cao lm tt vai tr ca mnh. Mt mod chuyn nghip phi linh hot v nhy bn trong giao tip, h lun bit cch khai thc n s quan trng nht t ngi tiu dng v t
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U L IM RI?

lm sng t vn ca khch hng thng qua phng vn. h hi t rt nhiu kh nng v k nng khc nhau. V vy, tr thnh mt mod chuyn nghip, c khch hng v ng nghip cng nhn, nh n khi c d n l mc tiu ngh nghip ca nhiu chuyn vin NCT trong nhng nm u mi vo ngh. n nhng nm tip theo, khi c s trng thnh nht nh, mc tiu m h mun t n chnh l tr thnh nh t vn thc th, c th tho g, gii p ng nhng vn , khc mc ca khch hng v a cho h nhng li khuyn c gi tr cho k hoch sp ti ca sn phm. Mt l do na m nhng chuyn vin NCT quyt nh theo ui ngh ny chnh l si t hng gia n v cuc sng. S nhy bn khi quan st, phn on v nm bt tm l c c nh s rn luyn trong ngh dng nh tr thnh phn x gip h suy lun sc bn v giao tip thnh cng hn trong i thc. Sau mi d n, h c c nhiu bi hc v kinh nghim sng v trng thnh hn, chuyn nghip hn trong ngh. c bit, trong NCT, vi mi khch hng, mt cu chuyn mi li bt u. Ging nh mt con bp b Nga xinh p c m ra tng lp y bt ng, d l mt ngi k cu trong ngh cng khng th d on c tt c nhng tnh hung, nhng bi hc v ngh, v ngi v cuc sng. iu l mt th thch, nhng li l im sng khi gi am m. V hc c i l mt cm t kh chnh xc mt ngi c m gn b vi ngh cn tm nim v theo ui.

i vi ngh NCTT, nht l NCT kh kn ngi, khng phi ai cng c t cht lm ngh v tr c lu nm trong ngh. Chuyn vin NCT c th l nhng ngi c o to ngay t ban u hoc chuyn sang t nhiu lnh vc khc nh tm l, x hi, ngn ng... D sao i na, vi nhng bn yu thch ngh ny, to cho mnh mt khi u khn ngoan c th s l cha kha a n thnh cng sm hn. Bn cnh vic theo hc NCT t trng lp, bn hy bt u tm hiu v rn luyn ngay hm nay bng vic to thi quen quan st, phn tch, lun t cu hi v sao cho mi s kin trong cuc sng. Ngoi ra, bn nn tm v c thm cc nghin cu c cng b chnh thc ca cc cng ty NCTT t internet hoc th sc trong cc cng vic bn thi gian ti cng ty NCTT nhn c hng dn trc tip t ngi trong ngh. Song song, bn rt cn chun b cho mnh vn ting Anh tht tt v ngh ny i hi giao tip, vit bo co v lm vic vi khch hng hu ht bng ngn ng ny. Hnh trnh chun b cho tng lai ca bn bt

V U L KHI U CHO BN?

u. N khng di chng ta tip tc ch i nhng cng khng qu ngn chng ta chn ch. Hy vng rng bi vit gip cc bn c ci nhn cn cnh hn v ngh NCT, mt ngh khng h d dng nhng cng khng thiu nhng tri nghim th v v qu gi. Xin chn trng cm n ch Nguyn Th Bch Ngc - Research Executive - TNS h tr ni dung bi vit c hon thnh. Thoi Uyn - Thu Hng

FOCUS GROUP

BN HIU R?

Bn l mt ngi lm Marketing vi rt nhiu tng sng to, bn ang do d Liu tng c ph hp vi cng ty, vi khch hng v s em li hiu qu cao khi c a ra th trng? Focus Group (FG), mt trong nhng phng php nghin cu nh tnh c s dng ph bin v tnh hiu qu ca n vi nhng mc ch marketing khc nhau, c th gii p thc mc . Nhng bn hiu th no v qu trnh v cch thc to nn mt bui FG thnh cng? Hy cng tp ch MarPro 18 khm ph ch tng nh quen thuc ny!
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10 KIN THC MARKETING

FG l bui phng vn nhm gm t 6 n 8 p vin, di s dn dt ca moderator (mod) theo mt ch nh sn. Kt qu ca nghin cu nh tnh ni chung v phng php FG ni ring gip marketer a ra nhng quyt nh trong qu trnh nh v sn phm; nh gi hiu qu nhng mu qung co hoc cc hot ng xc tin; ngoi ra cn khm ph thi , thi quen tiu dng hoc th nghim tnh kh dng ca mt sn phm mi thc c nhiu thng tin c ch t p vin. Bn cnh , b tr phng l cng vic khng qu phc tp nhng n l nhn t to iu kin cc i tng trong bui FG thoi mi trao i, chia s kin hoc quan st, hn na l m bo mi thng tin c ghi li trn vn. Mt cn phng tiu chun khi n c cch m, trang b y cc thit b m thanh, hnh nh, c sc cha ph hp vi s lng ngi tham gia trong bui FG v thun li cho ngi quan st trong phng viewing.

CHUN B CHO MT BUI FOCUS GROUP

Bit c mc ch v mc tiu cng vic lun l nn tng ca bt k d n no, FG cng khng phi trng hp ngoi l. Ngi lm nghin cu phi kim sot c mong i ca khch hng trc bui phng vn. Khi bit c khch hng ca mnh ang gp vn g, h mun nghe g hoc ly c nhng thng tin nh th no th nhng cng vic k tip mi t hiu qu, ng thi gim thiu ti a ri ro c th xy ra. Qu trnh chun b trc bui FG cn bao gm: la chn p vin ph hp, thit k dn v thc hin b tr phng phng vn. p vin l nhng ngi thuc nhm khch hng mc tiu ca cng ty, c mi n tham gia FG tr li cu hi v chia s kin c nhn vi cc vn c nu ra. H chnh l nhn t trng tm, thng tin m h em li chnh l l do ca bt k bui FG no. S lng p vin (dao ng t 6 n 8) ph thuc vo mc ch FG v mt s yu t khc nh mc phc tp ca ch , s lng tin bn c th chi tr cho p vin la chn p vin ph hp th nghin cu nh tnh thng s dng n mt cng c kh quan trng - Screener. y l mt bn cu hi c thit k t 5 n 10 cu n gin, nhm xc nh ng i tng i din cho khch hng mc tiu m chng ta ang mun nghin cu. ng thi, i ng tuyn chn cng cn lu mt s tiu ch cho p vin nh: h cha tng tham gia cc bui FG hoc tham gia t nht t 6 thng n 1 nm trc y; khng quen bit nhau trnh trng hp h ch trao i nhm nh hay nh hng kin ca nhau v ca cc p vin khc Mt trong nhng cng vic c tin hnh ng thi trong giai on chun b l thit k discussion guide - dn cc vn chnh cn tho lun trong bui FG. Discussion guide tt phi ph hp vi mc tiu bui phng vn, cc vn hoc cu hi, c trnh by theo mt th t logic v c kh nng khai
11-2011

LETS DO IT FOCUS GROUP!

Cc thnh phn tham gia bui FG gm c: viewer - quan st vin - l khch hng v ngi qun l d n t agency NCTT; mod v host ngi trung gian gip viewer v mod trao i thng tin khi c vn xy ra. Mod ng vai tr linh hn trong FG khi h phi gi cn bng cuc tho lun gia cc p vin, m bo ni dung ca bui phng vn vi mc tiu ca khch hng. bt u bui FG, mod cn lu p vin cuc phng vn s c ghi m, ghi hnh v nu r mt s quy nh trong qu trnh tho lun nh: cc p vin khi tr li s ni to, r rng; khng c cu tr li ng hay sai v p vin c th thoi mi a ra kin ca mnh. Vi mi i tng p vin, mod cn to khng kh ph hp cho bui phng vn h c th d dng chia s v bc l quan im. c th l gn gi, ci m vi cc b ni tr; tr trung, nng ng vi la tui teen; hay chuyn nghip m vn c s thoi mi khi i tng l nhn vin vn phng Vi qu trnh chun b c thc hin k lng , ch khi mod l ngi c y k nng, kinh nghim v c bit l s am m th mi c th thc hin tt vai tr ca mnh. Phi thc hin ng thi rt nhiu cng vic nh: lng nghe, ghi nh v phn tch kin p vin, dng cc cu hi dn dt, khuyn khch p vin by t quan im khi vic ghi ch trong qu trnh phng vn khng c khuyn khch th mod phi l ngi c tr nh tt, kh nng tip thu nhanh, k nng lng nghe v kh nng qun l thi gian. Ngoi ra, h cn s nhy bn, linh hot c th nhn ra v x l cc tnh hung hoc khi cn c nhng thay i trong discussion guide ly c thng tin t gi t p vin. Ni tm li, mt mod chuyn nghip i hi rt nhiu kh nng v k nng khc nhau, hnh thnh qua mt thi gian di tp luyn v trng thnh.

KIN THC MARKETING

11

BO CO

Vit bo co l mt cng vic cc k quan trng. i vi chuyn gia nghin cu, bo co nh gi kt qu qu trnh lm vic ca h. i vi khch hng, bo co phi tr li c nhng g h mong mun, l c s h a ra cc gii php v sn phm hoc chin lc ca cng ty. Da vo bng thu m, thu hnh, bn tm tt ni dung v cc ghi ch ca viewer, mod s kt hp vi nhng

thng tin theo tr nh ca mnh cng nhng kt lun t bui phng vn vit thnh bn bo co. Cng vic ny i hi ngi mod phi c k nng vit rt tt c th dng t ng ng cch, ph hp vi yu cu khch hng cng nh c th tng ngnh hng; vit c trng tm v vit ng mc ch nghin cu. Ngoi ra, vic s hu ngun kin thc rng, c ci nhn bao qut nhiu kha cnh th trng cng quan trng khng km. Li th ny gip h c th a kin t vn cc cho khch hng v cc vn h ang gp phi v ng thi l nhng gii php tt nht nn thc hin. Mt iu lu khi vit bo co l hn ch dng cc s liu nh lng trong bng bo co nghin cu nh tnh v cc con s ny c th s lm cho ngi c nhm hiu kt qu nghin cu c rt ra t mt s lng ln p vin. Cho n nay, FG vn l mt cng c hu dng v ph bin ca NCT. MarPro 18 mong rng em n cho cc bn nhng kin thc b ch v nhng iu mi m v cng c ny. Nu cc bn c d nh lm vic trong lnh vc NCT th hy bt u chun b hnh trang cho mnh l nhng kin thc c bn v NCT vi nhng cng c ca n, ng thi lp k hoch rn luyn cc k nng cn c ca mt chuyn gia NCT. Chc bn thnh cng. Ngc Trc - Minh Th

KHM PH B QUYT M CA THNH CNG

FOCUS GROUP
U L MC CH THC S
V p c bn: - Tm kim gi thuyt cho cc cu hi nh lng. - Gip chuyn ha nhng cu hi nh lng theo ngn ng ca ngi tiu dng. - o su thng tin n mc c th, nhm tha mn cu hi ca khch hng v ng thi gii thch nhng l do ngm hiu nm sau nhng con s b n ca nh lng. - Ph tan nhng tng bng trong vic chia s thng tin nhy cm v ring t. V thn trng khi: - a ra quyt nh cui cng gii quyt cc vn ca cng ty (khi thng tin trong nh tnh vn cn qu nhiu gi thuyt v cha thng nht), cn phi lng ha thng tin trc khi i n hnh ng mang tnh chin lc - Dng kt qu ca FG thit lp gi chnh xc cho sn phm, dch v.

11-2011

12 B QUYT MARKETING

DISCUSSION GUIDE

BN HNG DN THIT YU

Discussion Guide l cng c khng th thiu trong FG. Tuy nhin, em mt dn qu di vo phng phng vn s gy kh khn cho moderator (mod), khin p vin nn ch v ngm hiu l s b hi qua ht tt c nhng cu hi , hoc ngay c vic gim lng tin v kh nng ca mod. B quyt m bo c ni dung FG l ghi ch mt cch kho lo thng tin trong Discussion Guideline bng nhng t kho hoc pht tho 1 t giy (1 mt) nhng thng tin cn c sau mi nhm (p ng mc tiu nghin cu) theo cch ring d nh ca mi mod.

t cu hi i t tng qut n chi tit v ng nn d dng chp nhn cu tr li C/ Khng. Bn hy c gng khai thc thng tin mt cch trit v chi tit nht c th.

HNH PHU

NGUYN TC

MODERATOR

PH THU TM L

nh mt tri u gip mod nm bt tm l, biu hin cm xc ca tng p vin nhm c c nhng nhn nh chnh xc. p vin c th ni di nhng ngn ng c th h th khng. Ngoi ra, bn cng cn c cch hi ho cc i tng khc nhau trong FG. V d nh: - Vi ngi th ng, kim li, bn nn u tin h tr li trc hoc c th di chuyn n gn, t tay ln vai; n gin hn l a tay hng v h, to s quan tm. - Vi nhng p vin dn dt nhm, khng nn a mt hoc ch tay nhiu v pha h, nn th hin s u tin vi nhng p vin khc hoc tm tt kin gip h.

Bo co khng phi l bn m t chi tit bui FG din ra nh th no m n trnh by nhng iu ct li bn khm ph c trong khi phn tch (kt hp hiu bit v th trng, kh nng hiu chin lc Marketing, mc tiu khch hng cn tm hiu ngay t ban u v nhu cu ca ngi tiu dng). Nguyn tc KISS (Keep It Short and Simple) c khuyn khch s dng trong trng hp ny. c bit bn cn tm tt mi phn, vic ny gip khch hng tit kim thi gian m vn c th c ci nhn bao qut v d dng nm bt kt qu d n.

KHNG L BN M T

BN BO CO

HU FOCUS GROUP
Bn s phi trnh nhng iu sau y khng ri vo tnh trng hu bui FG: - Sai t bc xc nh mc ch, mc tiu d n. - Mod khng kim sot c mong i, k vng ca khch hng, dn dt ch phng vn khng tho mn khch hng. - Mod khng to c cm gic chia s, gn gi h c th cung cp thng tin mt cch thoi mi nht m ngc li to mt khong cch nht nh vi ngi tiu dng - p vin khng p ng c nhu cu - tuyn sai i tng p vin. - Mu th (sn phm, TVC) khng sn sng. - Cc cng c ghi m, camera khng t yu cu. Chn thnh cm n ch V Nh i Qualitative Client Service Manager - Nielsen Vietnam h tr v thng tin bi vit c hon thnh. Rui Th Y - Bnh M

GII PHP BT C D

T CU HI

BIN HO TI TNH

Cng tm l do ti sao ngi tiu dng phn ng v chn nh vy nhng hy hn ch n mc thp nht vic t cu hi Ti sao v bn s khin ngi tr li c cm gic b y vo chn tng v phng th trc nhng cu hi ca bn. Thay vo , bn c th dng nhng cu hi mang yu t khi gi nh iu g khin bn?, Sao bn li?, Bn ngh th no v? Mnh rt t m mun bit bn c th chia s v...

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13

KHIK H I U U CA MI
Nu nh nghin cu th trng l khi ngun ca tt c cc quyt nh v sales & marketing th nghin cu nh tnh mt trong nhng loi hnh nghin cu ph bin l khi ngun ca cc loi nghin cu th trng . S d nghin cu nh tnh mang s mnh ny l do tnh cht su sc v khai ph ca n nu cha hiu v ngi tiu dng v bn cht ca th trng th cch tt nht l tin hnh cc tho lun nhm (focus group discussion), tho lun chuyn su (depth-interview) hay n nh ngi tiu dng (home visit)... V ch sau khi hiu r, hiu su th chuyn gia nghin cu th trng mi c th tin hnh cc loi nghin cu khc nh nghin cu nh lng, nghin cu ngi mua sm (shopper) trn mt s lng mu ln hn v mang tnh i din hn. Do tnh cht khi u nn nghin cu nh tnh i khi l mt cng c khin cc chuyn vin Marketing v a tng vy m khng phi vy v nhng suy ngh ch quan ban u phi chu nhng phn cho nhng suy ngh ca ngi tiu dng c xc nhn sau nhng nghin cu Cu chuyn kinh doanh nh hng sau y s phn no cho bn hiu hn v tm quan trng v mc nh hng ca Nghin cu nh tnh n vic a mt sn phm ra th trng.
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14 CASE STUDY

TI MUN M MT NH HNG
Chuyn nghe c v d dng. M nh hng th ci anh cn l tin, a im, nhn s v nhiu tin hn na m bo tnh lu bn nu trong thi gian u khch cha ng. Tuy nhin, tt c nhng iu k trn ch l iu kin cn cho vic vn hnh mt nh hng ni chung. iu kin ? L tt c nhng hiu bit v ngi tiu dng nhm bin h thnh khch hng trung thnh ca nh hng. Mun hiu ngi tiu dng nh cp, th mt trong nhng cch khn ngoan, t tn km nht l nghin cu nh tnh. Ai i n nh hng? Khng phi ai cng sn lng mc hu bao ra khi n nh hng, c bit l trong thi bui cm cao go km nh hin nay. Th nn cu hi u tin vn l ai i n nh hng, n thng xuyn khng, mi ln n th chu chi bao nhiu tin?... V tt c nhng cu hi ny, sau khi tin hnh tho lun nhm trn 4 i tng khc nhau (n ng, ph n, thanh thiu nin, gia nh) th kt qu cho thy ngi tiu dng vn cn ang rt ho hng vi vic th mt nh hng mi m v tim nng ca ngnh kinh doanh ny vn cn rt kh quan.

Tin li
- n ngoi rt tin li, chng ta c th d dng xc nh chng ta thch n g hn qua vic chn loi n trc khi chn a im hoc mn n - Mi ngi khng mun phi nu n vo cui tun v thch i n ngoi hn.

Thc n
- Tt c nhng g chng ta cn lun sn sng - Nu n ng a im, chng ta khng phi lo g v thc n , hn na cn tin tng rng nhng nh hng cht lng, n cn giu dinh dng hn nh. V tt nhin l ngon hn hn.

Thch th
- Tt c u thch th khi i n ngoi, c bit l bn tr. l l do chng ta chn la nhng a im c khng gian rng. - Gp g nhng ngi l cng nh mt th vui. i khi nhn mi ngi khi h ang hot ng li to ra s thch th.

Khc
- D sao i na, ph n phi lm vic c ngy v vic i n ngoi khng c g l sai. Min l chng ta khng lp li vic ny thng xuyn, v do , n ngoi c xem nh mt gii php hon ho cho nhng ngi mun tit kim thi gian, hoc t tho mn bn thn - n ngoi cn l mt cch trnh xa s bun t (c bit vi nhng b ni tr).

11-2011

CASE STUDY

15

n nh
THC N: nhng thc n ging nhau ngy ny qua ngy khc, d sao i na th mt ngi nu n khng th to ra nhng phong cch khc nhau. V SINH: chng ta phi cc k cn thn. Mua thc phm siu th th n, cn cc ch truyn thng, chng ta phi cn thn gp ba ln. TIN LI: ph n cn nhiu thi gian ngh ngi hn. Nu, dn bn n v ra dn s ngn rt nhiu thi gian, i khi nu xong l no ri. V, sau khi c nhng kt qu t nghin cu ny, ch nh hng c th phn no t tin tin hnh cc bc tip theo l tm hiu nhu cu su xa ca khch hng cng nh nhng bc hu cn ca mt nh hng, trong quan trng nht l cho ra i mt ci tn

n tim
THC N: bn c th chn bt c mn g khi n ngoi, vn l lm sao bn chn c mn ph hp vi mnh t ln u tin. V SINH: min l bn chn c mt a im ng (thng hiu ni ting, chnh sch m bo an ton v sinh tt) th v sinh khng cn l vn . TIN LI: chng ta chi tr mua s tin li, khi chn c mt nh hng ph hp th chng ta c th thng thc mt cch thoi mi m khng c nhng cm gic mt mi ging mnh khng, mt nghin cu nh tnh Brand Name Research c tin hnh v cho ra kt qu rt khc so vi d nh ban u da trn mt s tiu ch nht nh ca mt nhn hiu chp nhn c. Tn Chicken Express cui cng c chn do tha c tt c cc tiu ch a ra (d nh, d nghe, ph hp vi tng, d c v khng phn cm). Trc khi c c bng tm tt ny, tng tn c nghin cu, v tn Chicken Express cho kt qu kh quan nht.

Cho i mt ci tn

Ch nh hng ngh ra c mt s tn nghe rt ku v sau khi chn la ni b th thy tn Calis l ph hp nht. Tuy nhin, v cn thn v mun kim tra khch hng tim nng c ngh

D NH CALIS CALS YO-YOS YAMI-CHI CHICKEN EXPRESS YES YES YES NO YES

D NGHE NO NO NO NO YES

PH HP TNG YES NO NO YES YES

D C YES NO YES NO YES

KHNG PHN CM YES YES NO NO YES

Tn an ton nht t cho nh hng

11-2011

16 CASE STUDY
Kh nng lin kt cm xc Tnh ghi nh S lin tng tim tng Ph hp tng Pht m m thanh mang tnh tng trng Khng c du hiu mnh cho thy kh nng lin kt cm xc Rt d nh chc chn l mt nh hng bn tht g Ci tn rt hiu qu i vi nh hng D pht m v d nh d n c v hi di Ci tn ph hp vi khch hng mc tiu

Sau khi c kt qu, ch nh hng th pho v tht ln May m mnh khng chn Calis! V mc d Chicken Express khng phi l ci tn hon ho, t nghin cu ny ch nh hng bit rng y l ci tn an ton nht trong s nhng ci tn a ra t u.

Thay li kt

Nghin cu th trng, trong tt c mi tnh hung, l mt trong nhng cng c quan trng gip doanh nghip gim thiu ri ro trc khi a ra mt quyt nh mang tnh sng cn. Nghin cu nh tnh, vi tnh cht dn li ca n, ng vai tr cc k quan trng trong vic i tm s tht ngm hiu mt cch hiu qu nht trong thi gian ngn nht so vi cc loi hnh nghin cu khc. V cng vic ca cc chuyn gia nghin cu th trng, chuyn gia tip th l s dng cng c ny mt cch hiu qu c th gia tng cc trng hp thnh cng thng qua hiu bit ngi tiu dng mt cch thu o v khn ngoan. Anh Trn Hng Thin - General Manager GCOMM 1. Mt trong hai loi hnh nghin cu ca nghin cu th trng. 2. Nguyn tc c khuyn khch s dng trong vic vit bo co Nghin cu nh tnh. 3. Ngi nm gi vai tr quan trng, l linh hn ca hnh thc phng vn nhm. 4. Mt cng c dng trong vic tuyn p vin cho phng vn. 5. Nguyn tc c s dng khi mun khai thc thng tin hiu qu. 6. Cng c ca Nghin cu nh tnh c s dng ph bin. 7. Nghin cu nh tnh [.?.] hn nghin cu nh lng v cch tip cn vn , t cu hi, khai thc thng tin 3 phn qu dnh cho 3 bn gi p n sm nht v hp mail: marpro@margroup. edu.vn

SN CHI
1. 2. 3. 4. 5. 6. 7.

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IM TIN MARGROUP

17

CMO CONFERENCE 2011 TRULY SERVICE MARKETING

Bn c bit C 5 ngi lao ng M, th c 4 ngi lm vic trong ngnh dch v. Trn 60% u t FDI ton cu hng nm chy vo ngnh dch v. 40,000,000,000,000 USD c tnh tng gi tr GDP ngnh dch v em li cho th gii nm 2010. K khng l mang tn Dch V ang tng bc thng tr nn kinh t th gii hin nay v ngy cng bin ha mun hnh vn trng. Trong bi cnh , Marketing Dch v ra i nhm nng cc sn phm ca ngnh ln mt tm cao mi. Th gii ang ho hc khai ph nhng tim nng di do ca Marketing Dch v, v ti Vit Nam, cc doanh nghip mi ch d dt t nhng bc chn u tin trong lnh vc ny. Th cn Bn nhng doanh nhn tng lai bn bit g v Marketing Dch v? Marketing Dch v l g? Vai tr ca Marketing Dch v trong qu trnh kinh doanh thc t ca doanh nghip ra sao? Vi i tng l doanh nghip (B2B) hoc l khch hng (B2C) th Marketing Dch v s th hin nh th no? u l bc tranh thc v Marketing Dch v Vit Nam hin nay v hng chc cu hi khc na xoay quanh Marketing dch v Nu khng mun mnh ngoi dng chy ca th gii Marketing, hy t trang b cho mnh nhng kin thc v s hiu bit cp nht v Marketing Dch v thng qua chng trnh CMO CONFERENCE 2011 TRULY SERVICE MARKETING. Chng trnh s truyn ti khng ch ci nhn ng n cho sinh vin v khi nim Marketing Dch v m s cn m ra ci nhn ton cnh vo th gii Marketing Dch v ti Vit Nam hin ti. CMO CONFERENCE 2011 TRULY SERVICE MARKETING Thi gian: Cui thng 11.2011 Bo tr ni dung: The Chief Marketing Officer Council (CMO Council Din n CMO th gii) C vn chng trnh: - TS. L TN BU Trng khoa Thng mi Du lch Marketing, i hc Kinh t Tp.HCM Trng ban c vn CMO Forum - MBA. HUNH PHC NGHA Ging vin khoa Thng mi Du lch Marketing, i hc Kinh t Tp.HCM Thnh vin CMO Council ti Vit Nam Hy n v tm ra li gii hp l cho bi ton mang tn Marketing dch v nh cc nh lm Marketing tng lai! bit thm thng tin chi tit hoc ng k tham d chng trnh xin lin h: [M]: Thanh Ngc - 0938 917 780 Hoc thng qua [E]: invitation@margroup.edu.vn [W]: www.margroup.edu.vn [F]: www.facebook.com/margroup [Z]: http://me.zing.vn/h/margroup.ueh Ban T chc CMO Conference 2011

11-2011

18 IM TIN MARGROUP

T IN MARKET RESEARCH
1. QUANTITATIVE RESEARCH nghin cu nh lng 2. QUALITATIVE RESEARCH nghin cu nh tnh 3. BLIND STUDY phng php nghin cu m ngi c mi tham gia khng bit cng ty hoc nh ti tr 4. Mt s nh dng khc ca Focus Group (FG) - Triad (dyads): phng php nghin cu nh tnh vi nhm 3 ngi - Telefocus group: FG thc hin thng qua in thoi - Mini group: FG gm 5 n 6 p vin - Internet focus group: FG m p vin c tuyn chn v phng vn thng qua knh trc tuyn - Video focus group: hnh thc FG c Moderator trc tip thc hin; khch hng s quan st bng vic tham gia hi ngh t xa qua video 5. ONE-ON-ONE INTERVIEW: bui phng vn, tho lun gia mt p vin vi mt ngi phng vn 6. VIEWING ROOM: phng nh nm ngoi, cnh phng phng vn, ni khch hng v ngi qun l d n c th quan st tin trnh bui FG qua gng mt chiu v cc cng c h tr khc 7. SAMPLE: danh sch khch hng c dng

H Phng (su tm)

tuyn chn p vin cho phng vn 8. QUOTA GROUP: phn khc khch hng c n nh trc trong Sample chn la cho nhng bui FG mang tnh c th 9. SCREENER QUESTIONAIRE: Bng cu hi ngn gn c thit k nhm chn lc p vin ph hp cho bui phng vn c th 10. PARTICIPANT PROFILE MATRIX: mt loi bng biu vi cc thng tin p vin, gip nh nghin cu xc nh cu hi cho Screener 11. RESEARCH FACILITY: c s vt cht phc v cho vic nghin cu, thng gm: phng phng vn, phng viewing, h thng lin lc ca moderator, cc thit b nghe nhn 12. HOST(ESS): ngi c ch nh lm vic vi nh cung cp thit b dng trong bui phng vn; chc chn rng bui phng vn c ghi m y ; h tr lin lc gia Moderator v khch hng; gip khch hng v p vin c thoi mi 13. PROBING: phng php m Moderator s dng nhm khuyn khch p vin chia s mt cch chi tit kin ca h 14. FG TRANSCRIPT: nguyn vn cuc tho lun gia p vin v Moderator trong bui FG c ghi chp li t bng video

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IM TIN MARGROUP

19

KHM PH S NNG NG 2011

HNH TRNH KCH HOAT NGOI N THNH CNG

Vi ngha to dng nim tin v nh hng cho cc bn tn sinh vin cch t duy ch ng nm bt c hi dn n thnh cng, chng trnh Khm ph s nng ng c ra i t nm 2001 v tr thnh mt hot ng thng nin ca Nhm Margroup. Nm 2011, nhn k nim sinh nht ln th 10, Khm ph s nng ng mang ch Kch hot ngi n thnh cng c t chc di hnh thc chui chng trnh mang nhiu hot ng c sc, din ra t ngy 08.10 n 16.10 v thu hut hn 1000 sinh vin n t cc trng i hc Cao ng trn ton thnh ph tham d .

gic thnh cng v mi v tht bi. mt ln na, cc bn nhn li, tri nghim v thu hiu c nhng iu va hc c trong nhng bui hi tho va qua. Ngy 16.10 ti snh v hi trng A116 Trng i hc Kinh t thnh ph H Ch Minh, 59C Nguyn nh Chiu, Q.1, chng trnh tip tc gi n cc bn sinh vin nhng cu chuyn v s thnh cng cng trin lm 10 nm Khm ph s nng ng v a cc bn i ht hnh trnh kch hot ca mnh ti bui ta m cui cng Kch hot ngi n thnh cng. y l ni cc bn sinh vin ni ln nhng khc mc v lng nghe nhng chia s, Vo lc 8h00 ngy 08.10.2011, chui chng trnh li khuyn chn thnh t cc anh ch cu sinh vin Khm ph s nng ng 2011 chnh thc khai mn c nhiu tri nghim v thnh cng trong cuc vi bui hi tho Thnh cng cua bn ti Hi sng: ch Bi Th Minh Tu - Gim c Cng ty CP trng B322 Trng i hc Kinh t thnh ph chi & gio dc sng to Mng, ch Trang Thanh H Ch Minh, 279 Nguyn Tri Phng, Q.10. Khi Minh Th - Trng phng R&D Cng ty Sacomreal u vi nhng cu chuyn su sc v li khuyn v thy Hunh Phc Ngha - Ging vin Trng chn thnh t Phm Th Huyn Gim c Kinh i hc Kinh t Thnh ph H Ch Minh, Thnh doanh cp cao AIA Vit Nam cng anh Lm Vit vin Hi ng t vn CMO Council, ch Bi Sun Hng Ph Tng Gim c KOTO Si Gn, chuyn Ly - phng k hoch Adidas Vit Nam. hnh trnh m ra cho cc bn sinh vin nhng bn Chng trnh Khm ph s nng ng 2011 khon, trn tr v thnh cng, nh hng tng Kch hot ngi n thnh cng khp li, m ra cho lai v quan im sng. Thnh cng tht s l g? nhng bn sinh vin tham d chng trnh nhng u l con ng dn n thnh cng? Ti nh suy ngh, trn tr v tng lai, v thnh cng trong i nhng g c c thnh cng? Cu tr li hnh phc v ng li trong cc bn t duy tch cho nhng trn tr tip tc c cc bn tm cc nhm ch ng vt qua ro cn v suy ngh thy ti chng tip theo ca chng trnh qua ca bn thn thnh cng trong hnh phc mt s chia s y hng say v nhit tnh t anh Trn cch su sc n cc bn sinh vin. t , trong Hng Thin - Gim c iu hnh Cng ty t vn tng lai, cc bn khng ch thnh cng hn m GCOMM v ch V Th Hng - Gim c Cng ty cn hnh phc hn - mt th h sinh vin Vit Nam TNHH An Nhin trong hai bui hi tho Ti dm? nng ng, khao kht vn ra th gii. v La chn v nh i, din ra ng thi vo 14h00 cng ngy ti tng 3 ta nh Mirae, 268 T Minh Xun Hin Thnh, P.15, Q.10. Cuc hnh trnh tng tc vo ngy hm sau trong chuyn City tour y thch thc v bt ng, ni cc bn phi i mt vi s la chn, nh i, cm 11-2011

20 IM TIN MARGROUP

CHALLENGE MORE, WIN MORE

CHNG TRNH BAN IU HNH TP S NHM MARGROUP NM 2011 Nhm pht hin v la chn nhn s vo i ng Ban iu hnh nhm Margroup nhim k 18, bn cnh em ti cho Thnh vin Cng tc vin (TV-CTV) c hi c hc hi v tri nghim vic ng dng marketing thc t trong mi trng nhiu th thch, Ban iu hnh nhm Margroup nhim k 17 t chc chng trnh Ban iu hnh tp s nhm Margroup nm 2011. Vi mc ch v nh hng , nhiu th thch c t ra cho cc TV-CTV tham gia chng trnh cc bn c th hin kh nng ca bn thn v s ph hp vi t chc. Vt qua c nhng kh khn, th thch cng ln th cc bn s cng trng thnh hn trong nhn thc cng nh hnh ng i trn con ng mnh chn, cng l ngha m Ban t chc mun gi n cc bn qua thng ip Challenge more! Win more! ca chng trnh. c chnh thc khi ng t thng 8/2011, chng trnh bao gm 3 vng tri nghim vi nhiu th thch t ra cho nhng Margroup-ers. u tin, cc bn s phi vt qua bi Kim tra kin thc vng 1 c th nhn c c hi tri nghim vng 2 l Thc hin d n. Trong thi gian khng qu di (khong 2 thng) ca vng 2, cc bn s thc hin mt d n thc t Margroup nhng vi nhng yu cu cao hn, i hi mi bn phi n lc ht sc kt hp v cng h tr cho nhau hon thnh tt nht mc tiu t ra cho mi nhm d n. Cng vi , cc bn s c hun luyn nhng k nng cn thit ca mt ngi lnh o nh Teamwork, Leadership, Cui cng cc bn s c c hi tham gia mt bui ni chuyn thng thn v y ci m vi cc thnh vin Ban iu hnh nhim k 17 trao i v nhng nh hng v k hoch sp ti ca mi c nhn trong hot ng ti nhm Margroup. Thnh cng hay tht bi m cc bn gp phi qua nhng thch thc ca chng trnh Ban iu hnh tp s nhm Margroup nm 2011 s l nhng tri nghim qu gi trn chng ng hot ng ti nhm Margroup cng nh l trong s pht trin ca mi bn TV-CTV. Chc cc bn s thc s trng thnh hn v lin tc hon thin bn thn xng ng tr thnh nhng ngi dn dt cc hot ng ca Nhm trong nhim k sp ti. Thng tin v chng trnh Ban iu hnh tp s nhm Margroup nm 2011 s lin tc c cp nht trn Website (www.margroup.edu.vn) v Fan page (www.facebook.com/margroup) ca nhm Margroup. Ban iu hnh nhm Margroup nhim k 17d

11-2011