Tng quan v Marketing cn bn Chi c

Gi thp s khng hay khi : t ngi bit l gi r, h khng quan tm gi c, h cho rng gi t mi tt, dch v thua i th, nhu cu cao h n cung,Khi gi gim ngi ta c th ngh rng : doanh nghip ang kh khn, c nhiu sn phm thay th, sn phm c khuyt im, cng ty tn nhiu h ng, cht lng sn phm gim, gi c s gim h n na Cc cn c bn trong nh gibr /> Nhng mc tiu marketing, Chin lc marketing-mix, Cc khon chi ph, nh gi t chc, Cc cn c bn ngai nh gi br /> Tnh hnh cnh tranh, Bn cht ca th trng v nhu cu, Cc yu t khc (kinh t, chnh ph,) Chin lc gi cao ph thuc vo K thut cao, K nng lao ng cao, Nghin cu qui m ln, Dch v khch hng tt, Danh ting, c chn la, L do khch hng mua gi cao: Khng quan tm gi, Mua v gi t, V khng bit gi. Khi gi tng, ngi ta c th ngh: Nhu cu v t qu cung cp, Cht lng ci tin, Gi c c th s ln na, Cc chi ph tng, Cng ty tham li, br /> Chin lc gi thp ph thuc vobr /> Chuyn mn ha su, Cc knh phn phi ln, Qung co i tr, Sn xut hng lot,

Gi thp s khng hay khi : t ngi bit l gi r, h khng quan tm gi c, h cho rng gi t mi tt, dch v thua i th, nhu cu cao hn cung, Khi gi gim ngi ta c th ngh rng : doanh nghip ang kh khn, c nhiu sn phm thay th, sn phm c khuyt im, cng ty tn nhiu h ng, cht lng sn phm gim, gi c s gim h n na,br /> C 3 phng thc quyt nh gi cbr /> Da trn gi tr, Da trn s cnh tranh. Da trn chi ph,

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Nu gi c da vo s cnh tranh, ta c: gi xm nhp th tr ng, gi ht kem. br /> Gi xm nhp th trng tc l thit lp mt mc gi thp cho mt sn phm mi thu ht mt s l ng khch hng ln v mt th phn ln. N c p dng khi: th trng nhy cm cao vi gi c, chi ph gim khi khi lng hng ha tng, d xut hin cnh tranh. Gi ht kem tc l thit lp mt mc gi cao cho mt sn phm mi thu c li nhun ti a tng lp mt t nhng phn khc th tr ng sn sng chu gi cao

Lm th no bit c nhu cu ca khch hng tim nng

Trc khi bn bn bt k th g cho ai, trc ht bn phi hiu h an g cn th g. Di y l mt s cch gip bn thc hin iu Nghi n cu trc Trc khi gp mt khch h ng, bn phi tm hiu bit c cng nhiu v doanh nghip cng tt. Bn hy c cc bo, tp ch thng mi, c lin quan tm ra xem ai l i th cnh tranh ca h, nhng thay i trong doanh nghip v mi quan tm ch yu ca h l g. Nhng lun lun nh rng bn s ch thu c nhng thng tin c gi tr nht v thu hiu c mi quan tm trong kinh doanh ca khch h ng ca bn bng cch tip xc trc tip vi h.br /> Linh hot theo tnh hnh thc t ng n gp khch hng vi nhng tng thuc lng c chun b trc v nhng sn phm bn ang sp bn cho h v cch thc bn chng. Ty tnh hnh v ty i tng, bn phi bit im mnh ca bn l g. V d, nu bn v i th cnh tranh ca bn c ng bn mt loi sn phm cng mt mc gi, khch hng ca bn c th quan tm nhiu nht n ph ng thc thanh ton, ngi khc li tp trung vo vic giao hng, trong khi ng i khc li nhiu n vic bo h nh sn phm. Nu bn tham gia cnh tranh bn sn phm ca mnh m khng tm ra cc yu t ny, bn s mt i c hi lm ni bt mnh so vi cc i th cnh tranh khc br /> Ch lng nghe Khi gi n gp khch hng, bn l ngi phi thu nhn ht nhng thng tin ca cuc ni chuyn. iu c ngha l bn phi im lng cho n khi khch hng tr li xong cu hi ca bn. Bn khng n n ngt li h. Bn cng khch hng by t quan im, bn cng hiu hn nhng vn ca h. Khi bn hiu c iu , bn c th m bo rng phn thuyt tr nh ca bn s c th p ng c nhng g h quan tm - v cui cng bn s thnh cng.br /> Hi cu hi gi chuyn Trnh hi cc cu hi ng (ch tr li l c hay khng). Cc cu hi nh vy thng bt u bng c phi, c ng l . Thay vo , c gng hi cc cu hi c t hi nh ci g, khi no, u, nh th no, v chng buc khch hng phi by t quan im. Mc ch ca bn l buc khch hng tim nng ni ra nhng vn v mi quan tm ca h ct bn c th quyt nh cch thc doanh nghip bn n n lm gii quyt chng.br /> Kho st khch hng v khch hng tim nng S dng bng cu hi kho st hay thc hin kho st qua in thoi bi t c thng tin v khch h ng v khch hng tim nng. C gng ly c nhng li nh gi ca khch h ng hin ti v cp tho mn m h thu c t sn phmdch v ca bn. Bn phi thit k mt bn kho st gip bn t m hiu c nhu cu ca khch hng tim nng. Trn thc t, khch hng rt t khi cho bn bit iu g h khng tho mn vi sn phm-dch v ca bn. Bn cn phi c cch d xt tt theo di

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Ly kin ng gp ca khch h ng tt hn
Kho st l mt cch tuyt vi tm hiu xem khch hng ca bn cm thy nh th no v sn phm mi, dch v, a im, chnh sch ca ca h ng hoc bt c iu g quan trng i vi cng vic kinh doanh ca bn Mt cuc kho st s cho bn bit nhng iu khch h ng ang mong i bn v doanh nghip ca bn, v cng cho bit bn ang thc hin cng vic tt n u trong mt h. Nu thc hin ng, bn c th t c nhng kt qa n tng m khng cn phi mt nhiu tin. Vy lm th no to c mt cuc kho st hiu qu? Bt u vi mc ch r rng Mt cuc kho st tt phi c mc ch hoc trng tm r rng ( kin khch hng v a im mi ca ca h ng; phn ng ca khch hng i vi sn phm hoc dch v mi; l do h khng mua h ng na,). Bn hy dnh thi gian tm hiu ti sao bn tin hnh kho st khch hng ca bn, v bn s c c nhng kt qu gip kinh doanh hiu qu hn.br /> Nn thng cho khch hng khi h tr li cho bn Bn nn c phiu thng gim gi cho nhng sn phm hoc dch v no km theo cuc kho st. Hoc, i vi cc khch hng tnh nguyn tham gia cuc kho st trc mt thi hn nht nh, h s c gim gi 10%. iu ny c th c bit c ch nu bn s dng cuc kho st thm d khch hng mi. Cng c th ch cn ghi mt cu trn u bn kho st ni rng bn ang s dng nhng kin ng gp ca khch hng nh gi cc chnh sch, sn phm hin ti v to ra nhng chnh sch, sn phm mi. Cc khch hng thng c cm gic thch th khi thy rng h c th tc ng n doanh nghip ca bn.br /> Hy hi khch hng nhng cu hi quan trng Cc khch hng khng quan tm n nhng vn khng li n quan n h (nh chnh sch tuyn dng, khuyn mi, d tr hng,). Hy m bo rng mi cu hi u rt quan trng i vi nhu c u ca khch hng, ch khng phi i vi vn qun l ni b ca bn. Thm vo , bn hy nh rng mt cuc kho st th nh cng phi to ra c s nhit tnh v vui v khi tham gia tr li phiu cu hi. Bn ng lm cho khch hng b mt thi gian. Bn kho st ca bn nn ngn gn. L tng l n bao gm 10-12 cu hi c trnh by r rng p trn mt trang giy.br /> Kho st bng th Bn hy s dng cch gi th bo mt, mt mt l phong b c c t l tr li cao. Vic tr li c ng d dng, t l tr li cng cao. Dng th c mt mt gp li c thnh phong b, min dn tem l cch lm c khuyn khch v tit kim giy v bu ph. Cch th hai l gi km phong b c ghi sn a ch. (y l mt cch to bo mong i nhng ngi tr li s t tr bu ph). Nhn mnh tnh bo mt ca vic kho st cng s l m tng cc c hi ly c nhng cu tr li trung thc nht. Hy hi nhng cu hi hp dn d tr li Cc cu hi phi trc tip, n gin v ngn gn. Cc cu hi xp hng (hon ton ng , hi ng , khng ng , khng quan tm) v cc cu hi yu cu tr li (c/ Khng) l cc cu hi d tr li nht. Nn trnh cc cu hi di, phc tp, c nhiu phn. br /> Khuyn khch khch hng ng gp kin Vi mi cu hi, bn hy vi dng dnh cho mc Nhn xt, v ng vin nhng ngi c hi nu kin ng gp - c kin tch cc v tiu cc. V d, nhiu doanh nghip kinh doanh dch v rt thnh cng vi nhng cu hi nh, Nu y l cng vic kinh doanh ca bn, bn s lm khc i nh th no?. Nu nhng ngi c hi cm thy thch vn bn hi, d l ng tnh hay phn i, th y l mt c hi tuyt vi h tr li cu hi ca bn.br /> Th nghim bn kho st trc Bn cng nn th nghim bn kho st trc khi gi chng i theo ng bu in. C th chn mt vi khch hng tt kho st. Bn s

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ngc nhin v hi lng khi pht hin ra rng n cn c th c b sung cho tt hn.br /> Hy tp trung kho st cc khch hng tt nht ca bn y l nhng ngi m bn nh gi cao nhng kin ca h. Bn khng nht thit phi gi i nhiu bn kho st ly nhng thng tin gi tr. V d, nu bn c 2,000 khch h ng ch yu, bn hy cn nhc chn ly mu khong 500. Nu 50% (250 ngi) trong s tr li l mt t l tuyt vi; nu 30% (150 ngi) tr li l tt v nu ch 10% (50 ngi) tr li l t. Nu ch c khong 8 - 10 khch hng ng gp ph n ln vo vic kinh doanh ca bn (nh trong trng hp ca doanh nghip kinh doanh dch v nh), bn hy thit k cuc kho st da vo nhng nhu cu ca h. Gi thng bo trc cuc kho st kch thch s t m ca khch hng Mt thng bo ngn gn thu ht s ch ca khch h ng nn c gi khong mt tun trc khi bn kho st c chnh thc gi i. y l mt c hi nu bt nhng li ch ca khch hng nu h tham gia tr li bn kho st v gi li mt cch nhanh chng (phn th ng, gim gi hoc phiu tit kim tin c bit).

Maketing- Chin lc v k hach

C nhiu quan im v nh ngha v marketing, nhng hiu mt cch n gin th marketing l mt qu trnh pht hin ra cc nhu cu v tha mn cc nhu cu ca khch hng vi mt mc li nhun no cho doanh nghip Quan im bn hng Ng rng khch hng s khng mua ht sn phm ca doanh nghip tr khi c kch thch thng qua n lc bn h ng v mt chng trnh khuych trng mnh. br /> Quan im marketing hin i Ng rng doanh nghip n n nghin cu nhu cu ca khch hng v xc nh th trng mc tiu tt nht, t mang s tha mn c mong mun n th trng. Quan im marketing x hi Mt qu trnh c tnh x hi v qun l m qua cc c nhn, cc t chc ny nhn c nhng th mnh c nhu cu thng qua vic to ra v trao i cc sn phm, gi tr vi ngi khc, t chc khc br /> Chin lc marketing L mt s logic marketing, qua , doanh nghip hy vng t c nhng mc tiu marketing. Ni dung ca chin lc marketing gm: th trng mc tiu, nh v th trng, marketing-mix, mc khai thc marketing,br /> K hach marketing L mt b phn trong k hoch kinh doanh chung nhm a doanh nghip n mc tiu. Lm k hach marketing mang li cc ch li, nh : cho php phn tch tnh hnh cnh tranh; cho php nh gi thc t cc tim nng marketi ng v khm ph cc c hi mi; a ra cc chin lc marketing khc nhau; c th kt hp cc cng c marketing ca doanh nghip; a ra mt c s thit lp ngn sch; t mc ti u v trch nhim thc hin chng; ci thin nh gi kt qu hot ng c nhn v t chc; tp trung cho vic duy tr kh nng sinh li.br /> Cu trc ca mt bn k hach marketing bao gm: Phn gii thiu chung Thu thp thng tin mi trng Tm hiu v i th cnh tranh Phn tch th mnh, im yu, c hi, e da v thit lp cc mc tiu Xc nh thng tin v khch h ng Xc nh th trng mc tiu Hoch nh sn phm

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Gi c v chin lc gi c Xc nh knh phn phi Khuych trng v qung co Marketing trng quan h v dch v Qun tr bn hng Tm lc

Phn tch th trng

Th trng lun thay i v doanh nghip phi lun theo st nhng thay i c nhng chin lc, chin thut ph hp v nhanh nhy. Phn tch th trng l mt trong nhng l do u ti n v quan trng nht lp k hoch kinh doanh. Bt lun vic bn mi bt u hot ng kinh doanh hay xem xt li hot ng kinh doanh hin ti, bn u cn phi c phn tch mi v th tr ng, t nht mt ln/nm. Th trng bn cn tm kim l th trng th trng tim nng, ch khng phi l th trng hin ti. Th trng mc tiu ca bn ln hn nhiu so vi s ngi m bn tip cn c. l nhng ngi m mt ngy no bn c th tip cn hoc h t tm n vi bn. Phn tch th tr ng ca bn cn bao hm nhng ni dung c bn sau: 1. Tm kim thng tinBn c th tm c cc thng tin hu ch thc hin mt phn tch th tr ng t nhng ngun khc nhau. V d, bn c th cn nhng thng tin v a ph ng m bn c th kim c t cc c quan chc nng. Hoc bn c th t m c cc thng tin th trng ca bn qua cc website. Bn cng c th cn tm kim nhng thng tin t s liu thng k , kt qu kho stTrn thc t, khng phi tt c nhng thng tin bn cn u c th c cng b mt cch cng khai v nhiu khi bn phi i theo con ng vng, phi c nhng k nng tnh ton nht nh. i khi bn phi ngoi suy thng tin t nhiu ngun khc nhau c c thng tin bn cn.Kt qu ca hot ng nghin cu th trng trc khi gii thiu mt sn phm/dch v mi ph thuc kh nhiu v o k thut v phng php tin hnh. iu ny i hi mt nng lc chuyn mn v kinh nghim lu nm trong lnh vc tip th ca bn. C rt nhiu cch thc khc nhau trin khai hot ng nghi n cu th trng, nhng phn ln cc cng ty ngy nay thng s dng mt hay kt hp mt v i phng php trong nhm 5 phng php c b n: iu tra, nhm trng im, phng vn c nhn, quan st v th nghim.1. iu tra, kho st Da v o bng cu hi iu tra thng minh v thng thn, bn c th phn tch mt nhm khch hng mu i din cho th trng mc tiu. Quy m nhm khch hng m u cng ln bao nhiu, th kt qu thu c cng st thc v ng tin cy by nhiu. - Cc cuc iu tra trc tip (In-person surveys) thng l nhng cuc phng vn trc tip thc hin ti cc a im cng cng, v d trung tm mua sm, cng vi n gii tr Cch lm ny cho php bn gii thiu ti ngi tiu dng cc mu sn phm mi, tip th qung co v thu thp thng tin phn hi ngay tc th . Cc cuc iu tra dng ny c th m bo t l phn hi tr n 90%, nhng li c nhc im l kh tn km v phi thu mt s lng ln nhn vin lm vic ny. - Cc cuc iu tra qua in thoi (Telephone surveys) s phn no tit kim hn so vi hnh thc iu tra trc tip. Tuy nhi n, do ngi dn thng d ng trc cc phng php tip th t xa, nn vic thu ht mi ngi tham gia vo cc cuc iu tra qua in thoi ngy cng kh khn. Phng vn qua in thoi th ng c t l phn

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hi vo khong 50% n 60%. y l phng php ti u cc hng nh Microsoft, Ford, Dell Computer hon thnh ni dung ca bng cu hi. - Cc cuc iu tra qua th t (Mail surveys) l cch thc i hi t chi ph tip cn vi mt s l ng ln cc khch hng. Cch lm ny r hn nhiu so vi cc cuc iu tra trc tip v iu tra qua in thoi, nhng t l phn hi bn thu c ch t 3% n 15%. Mc d t l phn hi thp, nhng cc cuc iu tra qua th lun l s la chn thch hp (xt v kha cnh ti chnh) i vi cc cng ty nh. Canada t l s dng ph ng php ny chim 6,2%, M 7% v c bit cc nc c trnh hc vn cao nh an Mch, Phn Lan, Nauy, Thy in, H Lan phng php ny rt ph. Tuy nhin Chu Phi, , vic iu tra bng th tn li kh trin khai v a s dn c sng nng thn. Theo kinh nghim, d ng th tn iu tra l phng php rt thnh cng trong nghin cu th trng quc t, nht l trong cc ngnh cng nghip. - Cc cuc iu tra trc tuyn (Online surveys) th ng em li t l phn hi rt kh d on v nhng thng tin khng ng tin c y, bi v bn khng th kim sot tt c cc phn hi. Tuy nhi n, nhng cuc iu tra trc tuyn rt d dng tin hnh nh yu t tit kim v mt chi ph. Cc tp o n ln thng kt hp nhiu phng php iu tra, thm d khc nhau c cc thng tin chnh xc nht v th trng khi sn phm c tung ra. V d hng Apple lun c mt b phn chuyn trch v hot ng iu tra th trng. B phn ny hng qu phi a ra cc chin lc iu tra mi v lun b sung danh sch khch hng s c iu tra. 2. Cc nhm trng im (Focus groups) Trong cc nhm trng im, ngi iu phi s s dng mt chui cc cu hi c son sn hay cc ch dn dt cuc tho lun gia mt nhm ng i. Hot ng ny c din ra ti cc a im trung lp, th ng i km theo cc thit b video v phng quan st vi cc tm gng. Mi cuc tho lun nh th thng ko di 1- 2 gi, v phi kho st t nht ba nhm mi c c cc kt qu ng tin cy. 3. Phng vn c nhn Cng nh cc nhm trng im, phng vn c nhn bao gm nhiu cu hi m v khng c cu trc nht nh. Cc cuc phng vn n y thng ko di trong khong mt gi ng h v c ghi m. Phng vn c nhn i hi bn phi c mt lc l ng phng vn vin c k nng tip th gii. Ty theo d n nghin cu m phng vn vin phi p ng c nhng i hi khc nhau. V d, tp on Cealed chuyn sn xut nc hoa ca Php c ba loi phng vn vi n: phng vn vin cho nhng giai on c th , phng vn vin cho nhng thi im t xut v phng vn vin lm theo thi v, theo cng vic. Phng php phng vn ny kh thnh hnh cc nc ang pht trin, song n cng kh ph bin Thy S, B o Nha.. Bn cnh vic phng vn ti nh , bn c th t chc nhng cuc phng vn ti mt n i c nh nh vn phng chuyn dng phng vn. Ngoi ra, cuc phng vn c th tin hnh nh bp, ngoi vn, trn ng ph hay trong siu th. Phng php ny Canada chim ti 15,2%, M l 19% v cng thng c p dng ti cc nc ang pht trin, ni a s dn c sng bng ngh nng. Phng php nghin cu th trng theo nhm trng im v phng vn c nhn s em li nhiu d liu hu ch h n phng php iu tra, thm d. Mc d kt qu nghin cu th trng t nhm trng im v phng vn c nhn khng thc s ng tin cy, bi n khng i din cho mt s lng ln ngi tiu dng, nhng hai phng php ny s gip bn c c mt ci nhn thu o v thi khch h ng v cng l cch thc tuyt vi vn bc m n v nhng vn lin quan n vic pht trin sn phm/dch v mi. 4. Quan st Ba h nh thc nhc n trn ch em li cho bn mt s nh g i v hnh vi ca khch hng ti mt thi im nht nh no . Nhng khi bn quan st hnh ng ca khch hng c ghi li trong h thng camera t ti ca hng, ni lm vic hay ti nh ring ca h, bn c th thy r cch thc h mua sm v s dng sn phm/dch v ca bn. Ph ng php ny gip bn c c mt s tng hp chnh xc nht v cc

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thi quen thng thng cng nh cu trc mua sm ca khch h ng. 5. Th nghim Vic t nhng sn phm mi vo mt vi ca hng th phn ng ca khch h ng trong cc iu kin bn hng thc t c th gip bn chnh sa v hon thin sn phm, iu chnh li gi c hay ci tin cht l ng tt hn. Cc doanh nghip nh nn c gng xy dng mi quan h vi cc ch ca h ng bn l a phng v cc trang web mua sm c th a sn phm mi ca h ra th nghim tr n th trng. 2. Phn khc th trng Trong phn tch th trng, bn cn chia th trng mc tiu ca mnh ra thnh cc phn khc khc nhau. V d , l mt cng ty sn xut my tnh c nhn, bn cn ch ia ra cc phn khc th trng nh my tnh c nhn s dng trong gia nh, s dng trong doanh nghip, cc t chc gio dc, cc c quan nh ncVic chia th trng mc tiu ra nhng phn khc khc nhau gip cng ty hng vo nhng nhu cu th trng c th hn, c bin php qung b v cch tip cn hu hiu hn, nh gi ph hp hn. 3. D on quy m v trin vng tng trng ca th trng Bn cn o lng v nh lng th trng ca mnh. V d, nu cc h gia nh a phng l mt phn trong th trng mc tiu ca bn th bn cn nh lng c th (t tng s dn, c tnh s ngi s mua sn phm/dch v ca bn).V trin vng tng trng ca th trng, bn cn a ra d bo v tc tng trng ca th trng . Th trng s tng hay gim, vi tc th no tnh theo nm? Cc d bo th trng cn bt u t tng s ngi c th mua sn phm trong tng phn khc th tr ng, sau d kin v t l phn trm thay i trong 3 - 5 nm ti. 4. Xc nh xu hng th trng Bn cn hiu nhng g ang din ra trong th trng ca bn. Nhng xu hng v tro lu g bn cho l s nh hng n cc phn khc th tr ng ca bn? V d, nu bn t, bn cn quan tm n phn ng ca mi ng i trc vic gi xng du tng cao, mi quan tm n nhim mi trng, cc chnh sch trong n c lin quan 5. Kt lun Ch ra th phn quy m th trng; th phn ca sn phm nghi n cu v i th cnh tranh chnh; nh v sn phm, doanh nghip v i th trn th trng nh gi tim nng ca sn phm - mc doanh thu ti a c th t c nhng mc gi khc nhau, ch nh lch c th chp nhn c gia cc mc gi, quyt nh mc gi cnh tranh nht cho sn phm c im th trng v xu hng pht trin (nghin cu ny i hi tin hnh nhng nghin cu kh phc tp) - kt cu ca th trng (ngi tiu dng, cc i th, nh cung cp, s tng tc gia nhng i tng ny), hnh thc v phng php bn hng, t p qun kinh doanh v cc iu kin khc, quy m hin ti v tim nng ca th trng, mc cu ca khch h ng i vi sn phm, lch s pht trin v k vng ca th trngCh : Bn c th s dng m h nh 5 p lc ca M. Porter phn tch mi trng ngnh m bn ang tm hiu s r rng v hiu qu hn. Nm p lc l khch hng, nh cung ng, sn phm thay th, cc i th cnh tranh v i th tim n.

Nhng li thng thng trong vic nh gi

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Bn thp hn gi thnh: br /> xc nh c mc gi thc t, bn cn phi bit c tt c cc chi ph trong qu trnh sn xut ra sn phm hay dch v. Trn thc t, bn d dng theo di cc chi ph hu hnh. Mt s ch doanh nghip nh gi sn phm m qun tnh n cc chi ph ny. H cng c th qun cng thm nhng chi ph ban u nh dch v hay tin thu nh, V th mt thi gian sau, h mi pht hin ra rng lu nay h kinh doanh l m khng bit.br /> Chy theo cc i th cnh tranh : Nu c cu nh gi ca bn ph thuc v o i th cnh tranh th rt nguy him, bi v thng cc chi ph m i th cnh tranh s dng tnh ton gi c t khi c mi quan h vi cc chi ph ca bn. H c th mua vt phm ph tr cao h n hay thp hn bn, h c th trang b cng ngh khc vi bn, v h c th s dng kinh ph h n cho marketing nhiu hay t hn bn, iu c ngha l bn phi bit i th cnh tranh nh ra bao nhi u c th khng nh rng gi th nh sn phm ca bn l hp l trn th trng. Nu bn nhn thy rng cc con s ca bn thp h n nhiu so vi i th cnh tranh, kim tra li xem bn c qun khng a chi ph no vo trong phng tr nh tnh gi hay khng.br /> Cnh tranh bng gi : C nhiu phng thc cnh tranh. Nhiu ngi thng ngh n gi trong khi thc hin cc chin l c cnh tranh. Tht ra, tng coi nh gi l bin php duy nht nh gc i th cnh tranh l mt tng khng sai lm. D bn c th thu ht c khch hng bng yu t gi, nhng c l cha chc l nhng khch hng trung thnh vi bn. Nu chi ph thp hp dn h n vi doanh nghip ca bn, h c th b doanh nghip bn khi c s la chn khc vi chi ph thp h n. Bn cnh yu t gi, cnh tranh, bn cng nn ngh ti cc bin php khc, nh : dch v khch hng tt, cc c im ca sn phm c ci tin hay cht lng tt hn Km gi lu mi tng cao mt lc: Trn thc t, bn c th b t v o tnh th phi quyt nh c tng gi sn phm hay khng. V d: lng nhu cu v hng ho ca bn tng cao hn, hoc l chi ph nguyn vt liu tng. Mt s ch doanh nghip trnh tng gi v h s khch hng s phn ng tiu cc. Trong nhiu trng hp, tng gi u n l mt chin lc tt hn, tng gi nhiu ln nhng mi ln tng t s tc ng n khch hng t hn l tng mt ln nhng tng nhiu. Ni cho d hiu, mt ln tng gi 10% s gy tc ng tiu cc hn l hai ln tng gi, mi ln tng 5%. br /> Gim gi m khng thay i vic phn phi hng: Nhiu khch hng lun c gng tm cch no thu c nhiu li ch hn khi giao dch vi doanh nghip ca bn. iu ny c th y bn vo tnh th kh khn, c bit nu doanh nghip ca bn hot ng trong lnh vc dch v. V d, khi bn chp nhn giao h ng cho mt n t hng c tho thun trc vi gi thp hn, bn c th v hnh trung truyn i mt thng ip rng gi ban u ca bn l qu cao. T , mi cng vic kinh doanh trong thi gian ti u c th phi thng lng v gi. i ph vi trng hp ny, bn c th chp nhn gi thp h n, nhng phi thay i cc iu khon giao h ng mt cht. V d, nu bn thng lng gi cho vic lp t thit b trong vng ba thng, bn c th chp nhn chi ph cho d n thp h n, nu s lng cc cuc gp trong tun gim xung, hoc cc bo co h ng thng c tinh gin. Mt s la chn khc ph hp cho cc n t hng ln l gim gi do mua s lng ln. nh gi ngu nhin Mt s khch hng lun i hi bn phi din gii c cu nh gi ca bn c tnh ton nh th no. Do vy bn c th iu chnh mc gi bn nh ra. H n na, nu bn khng bit chnh xc cc chi ph c lin quan ti gi thnh ca bn nh th no, s kh cho bn khi no l ng thi im bn iu chnh mc gi

BI HU T_H22QT1

Xc nh i th cnh tranh
Mi cng vic kinh doanh u c i th cnh tranh, v bn cn thi gian xc nh ai l ngi m khch hng ca bn c th tip cn mua nhng sn phm hoc dch v, nhm p ng nhng nhu cu m sn phm v dch v ca bn cng c th p ng c. Thm ch nu sn phm hoc dch v ca bn thc s c ci tin, bn vn cn phi xem khch h ng ca bn cn mun mua g khc p ng nhu cu ny V d, bn c th m mt trang web ch o bn in thoi di ng trn mng. i th cnh tranh ca bn s l nhng trang web din thoi di dng khc, l cc ca hng bn din thoi di ng khp thnh ph. br /> i th cnh tranh chnh v trc tip: Bn hy bt u bng vic xem xt cc i th cnh tranh chnh ca bn. Cc i th n y l nhng i gia trn th trng, l cc doanh nghip ang thng tr th trng ca bn. H l nhng ngi m bn phi va chm trong khi tm kim khch hng mi. V d, nu bn l ngi bn caf, s l nhng ngi bn caf trong cng khu vc. Nu bn l mt ca hng my vi tnh, s l nhng ca hng my vi tnh cng loi. i th cnh tranh ph v gin tip: Tip theo, hy xem xt cc i th ph v cc i th gin tip. Nhng i th ny l cc nh kinh doanh m h c th khng i u vi bn, nhng h l nhng ngi cng ang nhm n mt th trng chung vi bn. Ging nh v d ngi bn my tnh, nhng i th n y c th ch l mt ca hng nh chuyn bn my tnh xch tay, m t ca hng din my nhng cng c bn km thit b dng km my vi tnh, nh loa vi tnh, dy cp,br /> i th cnh tranh tim nng: Cui cng, hy xem xt cc i th cnh tranh tim nng. H l nhng doanh nghip c th xm nhp th trng ca bn v do bn cn phi chun b cnh tranh vi h. V d, bn c mt ca hng bn sa chua ng lnh. Bn cn phi chun b cnh tranh vi h thng cc ca hng sa chua ng lnh nhng quyn quc gia, ngay c khi h cn cha xut hin th trng ca bn.br /> Con ng hnh thnh nhng i th cnh tranh mi: Cc c s cnh tranh cng mt th trng cng loi sn phm Cc c s c k thut tng t Cc c s nhm mc tiu vo cc nhm khch hng tng t .br /> Nhng iu kin cho i th cnh tranh mi thm nhp: Th trng ha hn mc li nhun cao C hi pht trin tng lai hp dn Khng c cn tr no ng k thm nhp th trng S lng i th cnh tranh hn ch. Rt kh thi cho vic t c li th cnh tranh tng ng hoc tt hn cc c s hin ti trong cng mt th trng

Xy dng k hoch marketing

BI HU T_H22QT1

K hoch marketing phi r rng, xc tch v l ti liu c cn nhc k lng gip hng dn bn thc hin chng trnh marketing. N nn tp trung vo mc tiu marketing ca bn v bn s lm th no t c cc mc tiu . D doanh nghip bn cung cp sn phm hay dch v, k hoch marketing vn rt cn thit v quyt nh s thnh cng ca bn. Sau y l nhng nguyn tc c bn Ch cn n gin Nhiu ch doanh nghip nh i qu su v o chi tit m qun mt mc tiu ca mnh. Bng cch hnh thnh k hoch marketing n gin, bn c th to ra c mt s thc hin cng vic r rng tp trung vo nhng im bn cn phi ho n thnh.br /> Phi son tho ra D n gin, bn vn cn phi son tho k hoch marketing th nh vn bn, thay v ch l ngh n n v gi n trong u. Trong qu tr nh trin khai, bn rt cn c mt vn bn nhc nh bn nhng iu bn phi ho n thnh.br /> Phi trc tip v r rng Nu bn khng chc chn, hy nh mt ngi bn, h hng, ng nghip hay mt nhn vi n c li bn k hoch ca bn. H phi tc thi nm bt c mc tiu ca bn.br /> ng qu linh hot C th bn mun c gng xy dng mt k hoch c th i ph vi mi t nh hung bt ng trn th trng. Tuy nhin, nu th trng ca bn thay i qu nhan h, bn s khng th lng trc iu trong bn k hoch ca bn. V vy, khi xy dng k hoch, bn n n nhn mnh nhng mc tiu ca k hoch v cc gii php c bn nht. br /> Xem xt Bn cn thng xuyn xem xt li k hoch marketing hng qu, thm ch hng thng. iu khng c ngha l bn phi xem xt li k hoch h ng thng. Nhng bn phi ginh thi gian nh gi n v m bo rng bn thc hin ng. br /> Lin tc Bn khng c ngng lm marketing! Khi bn xy dng xong k hoch, bn cn phi hnh ng. Ton tm ton vi k hoch marrketing ca bn. ng bn thn dng li. Ki n tr vi cng vic v bn s to c hi cho doanh nghip mnh pht trin thnh vng

Marketing mix
Thnh phn ca marketing mix bao gm 4 yu t: Product (sn phm), Price (gi c), Place (k nh phn phi), v Promotion (chiu th). Public Relation (quan h cng ng )Thnh phn ca marketing mix bao gm 4 yu tProduct (sn phm), Price (gi c), Place (knh phn phi), v Promotion (chiu th). Product (sn phm) Sn phm l bt k mt th g c th c a ra th trng to ra s ch , s n nhn, s s dng, hoc s tiu th tha mn c mt nhu cu hoc ham mun n o . N bao gm: vt th, dch v, a im, t chc, cc t ng. Sn phm l mt yu t u tin v quan trng nht ca marketing-mix. N l mt phn ca chin lc marketing. Price (gi c) Gi ht kem th trng: l mc gi cao cho mt sn phm mi thu c li nhun ti a tng lp mt t nhng phn on th tr ng sn sng chu gi cao; cng ty lm t nhng thu li nhiu. Gi thm nhp th trng: l mc gi thp cho mt sn phm mi thu ht mt s l ng khch hng ln v mt th phn ln. Gi tm l: l gi tc ng vo tm l ca khch hng h khng c cm gic l sn phm c

BI HU T_H22QT1

gi cao hoc l mc gi cng hp l Place (knh phn phi) Knh trc tip. Knh qua trung gian bn l. Knh qua trung gian bn bun v bn l . Knh qua trung gian i l, nh bn bun v bn l. Knh trc tip cho khch hng cng nghip Knh qua trung gian bn bun cho khch hng cng nghi p. Promotion (chiu th) Qung co Bn hng trc tip Khuyn mi (xc tin bn hng) Quan h cng cng

Phn tch im mnh v im yu ca i th cnh tranh

vic kinh doanh thnh cng, bn cn bit cc i th cnh tranh nhiu nh bit chnh doanh nghip v khch hng ca bn. Tuy nhin, nhiu doanh nghip nh mc phi sai lm l ch i cho n khi i th cnh tranh m mnh thy r v chim bt th trng th mi hiu ra h ang phi ng u vi ai v vi ci g Phn tch cnh tranh gip bn xc nh i t h cnh tranh v nh gi im mnh, im yu ca h. Khi bit c nhng hnh ng ca i th cnh tranh, bn s hiu r hn v nhng sn phm v dch v bn nn cho bn; bn nn tip th chng nh th no cho hiu qu; v bn nh v cng vic kinh doanh ca bn nh th no.br /> Phn tch cnh tranh l mt qu trnh lin tcbr /> Bn nn thu thp thng tin lin tc v cc i th cnh tranh ca bn bng mt s cch nh :br /> Vo v xem trang web ca h c cc t gii thiu sn phm v ti liu gii thiu doanh nghip ca h Dng th sn phm ca h Xem h th hin h nh th no cc hi ch thng mi c cc bi vit v h trong cc n phm th ng mi chuyn ngnh Ni chuyn vi khch hng ca bn xem h cm thy th n o v cc sn phm v dch v ca i th cnh tranh.br /> Phn tch im mnh v im yu nh th no?br /> Sau khi xc nh c nhng ai l i th cnh tranh, bn h y xc nh nhng im mnh ca h v tm ra nhng ch yu ca h. C th t nhng cu hi nh: Ti sao khch hng mua hng ca h? l v gi c? gi tr? dch v? s tin li? uy tn?. Ngoi cc im mnh v im yu thc s, hy tp trung vo c nhng im mnh v im yu theo cm nhn, bi v s cm nhn ca khch hng trn thc t c th quan trng hn l s tht. Nn s dng bng biu tin h nh phn tch im mnh, im yu. Bn hy vit ra tn ca tng i th cnh tranh. Sau chia ct lit k tng vn quan trng lin quan n cng vic kinh doanh (gi, gi tr, dch v, a im, uy tn, s thnh tho, s tin li, nhn s, qung co/ tip th, hoc bt c vn n o khc ng vi loi hnh doanh nghip bn). Ngay sau khi lp xong bng ny, bn hy nh gi cc i th cnh tranh ca bn, ng qun nhn xt ti sao

BI HU T_H22QT1

bn c nh gi nh vy. Bn c th t nhng im mnh v t mu xanh nhng im yu. Nh vy, bn ch cn lic qua l c th bit c v tr ca tng i th cnh tranh

MT S CU HI THC T V MARKETING
Em ang hc ngnh qun tr kinh doanh vy em c th l m marketing ko ?.Lam ngh c th la lm nhng vic nh th no? (Hoai Thu,18Tui, Nam dinh) Thc s ng nh Trm: Hon ton c. Qun tr kinh doanh trong bao gm c qun tr marketing. Marketing l mt chc nng ca doanh nghip, bao gm cc hot ng li n quan n vic nghin cu nhu cu th trng, tm hiu pht trin sn phm mi, s dng cc cng c gii thiu hng ho, dch v ti ngi tiu dng. Trong chng trnh qun tr kinh doanh bn s c trang b cc kin thc v marketing. Nu bn mun t m hiu v marketing, bn c th tham kho mt s t i liu v mn hc ny, bn s c nhng khi nim v ngh marketing. Chc bn th nh cng! Em ra truong cung duoc 2 nam va lam trong nghe minh roi, nhung thuc su em van chua rut ra nhieu kinh nghiem thu hut khach hang ve voi minh hay ve voi cong ty co phai em da thieu di mot tinh cach nao docua nghe MK khong? Xin chi cho em cach thu hut khach hang chap nhan san pham cua minh mot cach tu nhien va thoai mai duoc khong anh. Em cam on!?(Nguyen Tuan,23Tu i,Go Vap) Tin s o Tng: Trong ngh marketing, ngoi vn kin thc chung v ngh n y th ngi lm marketing cn c mt s t cht khc c th l m vic c hiu qu, in hnh l tnh sng to v kh nng giao tip (nht l khi bn lm v tr thng xuyn tip xc vi khch hng). Nhng khch hng chp nhn sn phm ca cng ty bn mt cch t nhi n v tho mi th vn ct li li nm chnh sn phm: n c p ng c nhu cu ca khch hng hay khng? v cng tc truyn thng, qung co cho sn phm cng cn phi trung thc khch h ng ph hp vi i hi ca KH hay cha? gi c, cch thc phn phi v cng tc truyn thng, xc tin hp l cha? v cui cng l c gng trang b cho mnh mt s k nng v giao tip (nu bn cm thy m nh cn thiu!). Vi ngh marketing c phn bit nam, n khng? Ai c li th h n? (Hi Ho,24Tui,Ha Nam) Thc s ng nh Trm: Ngh marketing hon ton khng phn bit nam hay n. Yu t c bn ca ngh marketing i hi ngi lm marketing c mt s t cht c bit nh tnh nng ng, lun lun sng to, chp nhn s i mi v lm vic khng qun ngi thi gian Thc t c rt nhiu n gii lm ngh marketing v h rt thnh cng. Phng Ty, v d nh Php sinh vin n thng chim t l cao trong cc chng trnh o to ngh marketing. Ti th m mt v d c th hn khi ti tham gia chng trnh Master v marketing i hc Orlans - Php, lp hc chng ti c 26 sinh vi n nhng trong c ti 22 sinh vin n. V li th, thng thng n gii c li th lm marketing trong cc ngnh hng thi trang, m phm, xut bn, h ng tiu dng Marketing liu c phi l lin tc chy cng thi gian, chy cng th trng ko? Cc anh c th gii thch cho em c khng?(Trn Ngc Khot,20Tui,H Ni) Tin s o Tng: Cu ni l ng, v hn th na nh lm marketing cn phi i trc thi gian

BI HU T_H22QT1

v i trc th trng ginh th ch ng trong kinh doanh. Mt s l do sau c th gii thch iu ny: 1- Nhu cu ngi tiu dng thng xuyn thay i, v cc i hi ca h ngy cng tinh t hn, kht khe hn; 2- Cng ngh phc v sn xut kinh doanh cng thay i rt nhanh, gip cc doanh nghip c th a ra nhng sn phm mi tt hn, gi r hn; v 3- Cnh tranh ngy cng gay gt, cc i th cnh tranh lun c nhng chin l c mi thu ht khch h ng, v tung ra cc sn phm mi. Cc l do trn i hi nh lm marketing phi thng xuyn theo di v cp nht din bin ca th trng c th a ra cc quyt nh marketing hiu qu. Marketing cs trn th gii t rt lu ri, cn VN n vn cn rt mi. Theo cc anh, chng ta cn lm g marketing VN theo kp b n ngoi. S chnh lch gia Marketing VN v TG c qu xa khng?(Phm Thu Hng,23Tui,H Ni) Thc s ng nh Trm: Cu hi ca bn rt th v. Ti ngh bn cng tm hiu rt nhiu v so snh trnh marketing Vit Nam v th gii. Theo quan im ca ti s ch nh lch y bt ngun t yu t con ngi - nng lc ca ngi lm marketing. Chng ta thi u kin thc v marketing v kinh nghim ch khng b hn ch v cng c, phng tin hay ti chnh. nng cao nng lc marketing ca Vit Nam, ti thit ngh cc doanh nghip nn u t cho o to marketing, cc bn sinh vi n thng xuyn cp nht v hc hi cc kin thc mi v marketing thng qua cc ph ng tin thng tin hu ch nh internet, cc tp ch khoa hc chuyn ngnh marketing S chnh lch gia marketing Vit Nam v th gii s khng xa nu chng ta c cc m hnh o to kt hp gia cc trng i hc vi cc doanh nghip, gia trng i hc Vit Nam v cc trng o to chuyn ngnh marketing trn th gii. Em nghe ni, marketng ch thch hp vi nam gii, c n con gi bn em khng nn theo ngh ny d lm. Liu c ng khng anh? M em l thch ngh ny mt ri, cc anh cho em li khuy n nn lm th no y?(Mai Th Thu Hng,20Tui,Sn Dng, Tuyn Quang) Thc s ng nh Trm: Cho bn Thu Hng, bn c th tham kho cu tr ti ca ti cho cu hi ca bn Hi Ho. Ngh marketing hon ton ph hp vi c nam v n gii. Ti c cch nhn ngc li, nu cc bn n lm ngh marketing th li c nhiu c hi ly chng sm hn. Thc ra, cc bn c kh nng giao tip tt hn v c th ni l cc bn n marketing th kho hn. Hn na lm marketing li c nhiu c hi c giao lu, gp g v tip xc. Chc bn thnh cng trong ngh marketing v hanh phc trong cuc sng! Em bit qung co l mt trong nhng hnh thc marketing. V tng t nh th t chc s kin cng nhm gii thiu sn phm v a ra th trng. Em thy PR cng c mt hot ng t ng t nh vy. Ni chung l rt kh phn bit. V th em mun hi gia marketing,qung co, PR c im g ging v khc nhau?(Nguyn T Nga,21Tui,Yn Ninh, Yn Bi) Tin s o Tng: C 4 cng c chnh s dng trong hot ng marketing: Sn phm (Product), Gi c (Price), Phn phi (Place) v Truyn thng/Xc tin (Promotion). Qung co, t chc s kin v PR (Quan h cng chng) u nm trong cng c Truyn thng/Xc tin. im ging nhau ca chng l u nhm qung b hnh nh ca cng ty v ca sn phm ti cc khch h ng. Chng ch khc nhau cch thc thc hin. Qung co th trc tip ni v thng hiu hay sn phm ca mnh thng qua cc phng tin truyn thng, v mc ch thng mi c th hin rt r. Quan h cng chng l cch

BI HU T_H22QT1

thc truyn thng gin tip (t i tr cc hot ng x hi, tham gia vo cc hot ng nhn o) nhn mnh n vai tr x hi ca cng ty, v thng qua nh m nng cao uy tn ca th ng hiu. T chc s kin cng l hnh thc qung b v cng ty nh ng thng qua cc s kin ln ca cng ty (ngy thnh lp, tung ra sn phm mi). Em ang lm ngh bn hng, em mun hi anh Trm l lm th no c cch thu ht khch h ng hiu qu nht Em ci rt nhiu liu c phi l mt cch tt khng?(Nguyn Huyn Thng,21Tui,H Ni) Thc s ng nh Trm: Bn hng l mt cng vic kh nhng rt th v. Hng ngy bn c gp g v tip xc vi rt nhiu khch hng vi a dng v nhu cu, tnh cch v nhiu tm trng khc nhau. Lun lun ti ci l iu rt cn thit i vi mt ng i bn hng. Nhng khng phi lc no cng c th ci. Tht l ng nghnh nu bn l ngi bn hng dc phm hay hng ho phc v l hiu v n ci lun n trn mi! thu ht khch hng hiu qu th ngi bn hng phi hiu c tm trng ca ngi mua hng v ng x mt cch tng ng, ngi bn hng phi lun bnh tnh v kim sot c tm trng ca mnh trc nhng khch hng kh tnh, phi c kin thc v hiu rsst r v sn phm v lun lun t vn cho khch hng nhng sn phm ph hp nht vi mi khch h ng. Nu bn s dng n ci ca mnh mt cch thch hp, ban s l ngi bn hng thnh cng! Theo anh mt ngi thnh cng trong lnh vc Marketing cn hi t nhng yu t g ?(L Vit Hng,27Tui,Hi Phng) Thc s Nguyn Quang Thng: Theo anh, mt ngi thnh cng trong lnh vc marketing phi l mt ngi nng ng, c c sng to v tnh cch quyt on, bit chp nhn s i mi. Ngo i ra, mt ngi thnh cng trong ngh marketing phi l ngi lun bit t mnh vo v tr ca khch hng hiu r hn khch hng thc s cn ci g, kh nng p ng ca doanh nghip n u, tr n c s a ra cc sn phm v dch v p ng mt cch tt nht. Em muon biet dinh nghia ve marketing va cong viec chinh cua nghe marketing la gi?(Loan,20Tui,Thu duc) Thc s ng nh Trm: c mt nh ngha chnh xc v marketing, ti cho rng khng cn thit, bi v c rt nhiu nh ngha di nhiu gc khc nhau. c mt khi nim v marketing, tht n gin bn ch cn dnh ch marketing v o bt c cng c tm kim no trn internet, bn s c c cc thng tin v marketing bng bt c ngn ng gi. Bn th v o y xem :http://www.google.com.vn/search?hl=vi&q=marketing&meta = Ngh Marketing l s tri nghim t thc t. Vy vic hc trong nh trng phi chng l v ch?(Minh Tip,29Tui,HP) Thc s Nguyn Quang Thng: Ti khng nh vi bn mt iu vic hc hay trang b kin thc v bt k lnh vc no cho mnh u l c ch nu bn bit cch vn dng hiu qu cc kin thc v o thc t cng vic. ng l ngh marketing ni ring hay bt k ngh no ni chung u i hi s tri nghim qua thc t nhng nu khng c trang b y hay thiu hiu bit c bn trong ngh th kh nng thnh cng s khng cao v thi gian b ra trong cng vic s khng t v i khi bn khng bit bn s phi lm g v bt u t u.

BI HU T_H22QT1

Xin hi anh ng nh Trm v anh o Tng cu hi nh sau: i vi mt doanh nghip sn xut kinh doanh, Marketing c vn dng nh th no? Dch v nhm tho mn nhu cu khch hng ca cc doanh nghip sn xut th hin nh ng im g? Chn thnh cm n!?(Nguyen Thu Trang,24Tui,Hai Phong )Tin s o Tng: Vic vn dng marketing vo mt doanh nghip sn xut kinh doanh ng ngha vi vic bn phi tr li cc cu hi c bn sau: bn sn xut ci g v cho ai? h mong mun g sn phm ? sn phm ca bn c g khc bit so vi cc i th cnh tranh? bn s bn chng bng cch no? v lm th no cho khch hng bit n v tin tng sn phm ca bn? Tr li tt cc cu hi th cc bn lm marketing ri . V dch v i vi mt doanh nghip sn xut th c th phn ra l dch v i km vi sn phm (lp rp, h ng dn s dng, sa cha, bo h nh, dch v vn chuyn) v cc dch v lin quan ti quan h khch hng (dch v thanh ton hay cc dch v tn dng khc). Nhng cch tt nht bn bit bn cn cc dch v g l bn hy i hi cc khch hng ca bn l h cn nhng dch v g. Em ang l mt sinh vin khoa marketing. Em mu n bit sau ny em c th lm vic nhng v tr no?(Dng,18Tui,H Ni) Tin s o Tng: Em c th xem cu tr li v nhng cng vic chnh ca ngh marketing anh tr li trn. Chc em hc tt. Neu muon tho thanh nhan vien marketing chuyen nghiep thi can bao lau thoi gian ? Nhung trong nghe marketing nhung kho khan nao ma` nh ung nguoi trong nghe phai doi dau nhieu nhat /?(Thi Sn Nguyn,25Tui,43/2 nguyn nh chiu gia lai)Thc s ng nh Trm: tr thnh nhn vin marketing chuyn nghip, cu hi khng phi l mt bao lu thi gian m l bn sn sng dnh bao nhiu thi gian v cng sc cho cng vic ny. Mt ngi nng ng, sng to, giao tip tt c th tr thnh nhn vin marketing chuyn nghi p ngay sau thi gian th vic. Ti khuy n bn nen t t cu hi cho mnh l cn bao lu thi gian tr th nh mt chuyn gia marketing hay mt nh qun l marketing chuyn nghip?Nhng kh khn trong ngh marketing rt a dng, vi ti c l l ro cn ngn ng khi ti i cng tc mt n c t s dng ting Anh hay ting Php. V d nh ti i Trung Quc hoc lm vic vi khch hng Hn Quc, rt bt tin khi lun phi c phi n dch. Vi ti thm na l chch lch mi gi gia cc quc gia. Ti th ng lm vic vi khch hng M, phn ln khch hng i hi ti phi c cu tr li ng y lp tc hoc ch t l trong ngy v ti cng khng mun khch hng phi ch i vi nhng yu cu thng tin khng phc tp, nh ng ngy lm vic M bt u khi kt thc ngy lm vic Vit Nam. Do vy ti th ng phi lm vic c m. Ti tng c ngy lm vic di nht l 33 gi lin tc (8 gi sng bt u v kt thc lc 5 gi chiu ngy hm sau - tt nhin c ngh cho gi n). Cn rt nhiu kh khn khc nh ng khng phi ai cng gp kh khn ging nhau. Hy ng ngi kh khn, bn s th nh cng! Em rt say m ngh marketing nhng thc s em cha hiu phi bt u t im n o? Cc anh c th ch dn cho em con ung tr th nh mt nh marketing c ko?(Nguyn Thanh Minh,23Tui,Bc Ninh) Thc s Nguyn Quang Thng: Anh ngh rng vic em say m ngh marketing l em c mt na c hi thnh cng ri v anh cha thy ai thnh cng m thiu s am m trong ngh (ci). Tuy nhin

BI HU T_H22QT1

thc s tr thnh mt nh marketing theo ng ngh a th em s c rt nhiu vic phi l m bt u t vic trang b cho mnh mt nn tng kin thc vng chc v mark eting, khng ngng hc hi, tham gia tch cc vo cc din n v marketing trn mng n vic tri qua thc t cng vic t vai tr mt nhn vin marketing. iu quan trng nht m anh c th khuyn em l ng bao gi t b c m. Chc em sm tm ra con ng i thnh cng ca ring mnh. V em nn c nhng quyn sch no hiu bit hn v ngh ny?(Dng,20Tui,Hi phng) Tin s o Tng: Em c th tham kho nhng cun sau: Marketing cn bn (P. KOTLER), Qun tr marketing (P. KOTLER), Nhng nguyn l tip th (P. KOTLER and K. AMSTRONG)Hoc cc gio trnh ca cc trng H hc ln c o to chuyn ngnh ny: Marketing Thng M i (Gio trnh ca H Thng Mi), Marketing cn bn (Gio tr nh ca H Kinh t Quc dn)c phi marketing l lm bt c vic g mi ngi bit ti thng hiu ca doanh nghip -ti va tt nghip i hc , ti c ngh ra rt nhiu cch thu ht s ch ca cng chng , nh vy ti c vn dng nhng cch vo marketing c khng, v ti ang tht nghip 073 912207, 09 38324001 Kehoangdaii@yahoo.Com?(L B Thu n,25Tui,Bnh dng) Tin s o Tng: Lm cho khch hng bit n thng hiu ca cng ty l mt phn ca ngh marketing, v nu bn cm thy mnh c nhiu cch thu ht s ch ca cng chng th bn rt c t cht cho ngh ny y. Tuy nhin bn cn lu ti nhiu vn khc na ca marketing l m cho khch hng hi lng v mu n quay li vi sn phm ca bn khi h c nhu cu. ng h tht vng khi mua v s dng sn phm ca cc bn. Chc bn th nh cng. Thc s ng nh Trm: Lm marketing khng nht thit l lm bt c vic g m cn lm nhng vic c nh hng. Tht l vui khi bn c rt nhiu tng thu ht s ch ca cng chng. Bn hon ton c th vn dng nhng tng mi vo marketing. Tuy nhin hy la chn nhng tng tt nht. Rt tic bn B nh Dng, nu nh bn H Ni ti c th gi bn n phng vn. Chc bn sm tm c cng vic thch hp v thnh cng trong ngh marketing! Em muon tim hieu ro hon ve nghe m ketting?(Dinh Xuan Hoi,20Tui, Nam dinh) Tin s o Tng: Em hy bt cht thi gian c sch v marketing, v nu c iu kin th hy theo mt vi kho o to v ngh ny. Chc em thnh cng.Qu v khn gi thn mn, chng ti xin cm n cc c gi t cu hi cho chng ti. Nu cc bn c nhng cu hi khc c th gi trc tip cho chng ti theo a ch email sau: ng nh Trm (tram.dangdinh@laposte.net ), Nguyn Quang Thng (nguyen.thang.quang@gmail.com ), o Tng (dtungsc@yahoo.fr ).

Khi ni

Marketing hn hp (Marketing mix) Chin lc marketing v c bn thng c trin khai chung quanh 4 yt t, th ng c gi l 4Ps cho d nh: Sn phm (product), Gi (price), Xc tin th ng mi hay Truyn thng

BI HU T_H22QT1

(promotion) v Knh phn ph i (place). Tu vo tnh hnh thc t ca th trng m ngi ta vn dng mt hay nhiu yu t thc hin chin l c th trng. Cc doanh nghip m sn phm ch yu l sn phm dch v thng c xu hng trin khai t 4 yu t chnh ny thnh 7 yu t phn nh s ch tm ca m nh i vi s c th ca sn phm dch v: Sn phm (product), Gi (price), Xc tin th ng mi hay Truyn thng (promotion), Knh phn phi (place), Con ngi (people), Qui trnh (process) v Chng minh thc t (physical evidence). Di y l mt s gii php c bn v chin lc marketing c trin khai t 4P. Pht trin di sn phm Ci tin cht lng, c im, ng dng Hp nht di sn phm Quy chun ho mu m nh v Nhn hiu Thay i gi, iu kin, thi hn thanh ton p dng chnh sch ht bt (skimming) p dng chnh sch thm nhp (penetration) Thay i ni dung qung co hoc khuyn mi Thay i nh v cho thng hiu (ti nh v) Thay i phng thc truyn thng Thay i cch tip cn Thay i phng thc giao hng hoc phn phi Thay i dch v Thay i knh phn phi B sung nhn lc c kin thc, kinh nghim cn thit m cng vic i hi. Hun luyn b sung nng cao chuyn mn v kin thc sn phm khi c sn phm mi Chun ho dch v khch hng nh gi nng lc v hiu qu cng vic thng qua nhn xt ca khch h ng v mc hi lng p dng cc tiu chun quc t nh ISO nhm chun ho qui trnh v tng hiu qu. Ci tin, rt ngn qui trnh nhm to ra tin li hn cho khch hng nh qui tr nh t hng, qui trnh thu tin, qui trnh nhn hng, qui trnh bo hnh u t thit b, cng ngh mi, thi hi thit b, cng ngh c lc hu Cc c s h tng nh tr s, vn phng giao dch, trung tm dch v khch h ng, trung tm bo hnh, im phc v. Ci tin hiu qu iu hnh hot ng Ci tin hiu qu hot ng marketing Ci tin cc th tc hnh chnh Hp l ho h thng sn phm

BI HU T_H22QT1

Rt lui khi th trng chn Chuyn su v mt sn phm hay th tr ng Thay i nh cung cp Mua li phng tin sn xut kinh doanh Mua li th trng mi Ngoi ra cn c mt s la chn chin lc marketing khc nh: Chng minh c th Qui trnh Phn trin khai thm i vi sn phm dch v. Knh Truyn thng Gi Sn phm. Con ngi.

22 NGUYN TC BT BIN CHU

1. Nguyn tc v s dn u. L sn phm u tin bao gi cng c u th hn sn phm tt hn 2. Nguyn tc v chng loi. Nu bn khng th l sn phm u tin ca mt chng loi, hy thay i tnh cht ca chng loi , hoc to ra mt chng loi mi m bn c th l sn phm u tin. 3. Nguyn tc bc thang. Chin lc m bn s p dng tu thuc v o nc thang th my m bn ang ng. 4. Nguyn tc v song i. V lu di, mi cuc ua tranh ri s ch c n li hai con nga. 5. Nguyn tc v t duy v nhn thc. Marketing khng phi l mt trn chin ca cc sn phm, n l mt trn chin v nhn thc ca khch hng, v i khi chim lnh nhn thc ca kh ch hng trc to ra nhiu u th hn l thm nhp th trng trc. 6. Nguyn tc v s tp trung. Khi nim c tc ng cao nht trong marketing l s hu mt t trong t duy ca khch hng tim nng. 7. Nguyn tc v s m rng. Vic m rng thm nhn hiu thng l mt p lc khng th cng li c. 8. Nguyn tc v s c nht v tnh u vit S hu mt v tr u vit trong t duy ca khch hng l yu t sng cn, marketing l mt s n lc lin tc trong qu trnh tm kim s c nht.

BI HU T_H22QT1

9. Nguyn tc v s phn chia. Theo thi gian, mt chng loi sn phm s phn chia v tr thnh hai (hoc nhiu hn) chng loi. 10. Nguyn tc ca tri tim. Chin lc marketing m khng c yu t tnh cm th s khng c hiu qu. 11. Nguyn tc v c tnh Khi bn phi tp trung vo c tnh sn phm, bt k kha cnh n o cng c mt c tnh i nghch v hiu qu. 12. Nguyn tc v tnh tht thbr /> Khi bn chp nhn mt nh c im, khch hng tim nng s cho bn mt u im 13. Nguyn tc v s hy sinh. Mun c mt th bn phi t b mt th khc. 14. Nguyn tc v s thnh cng. Thnh cng thng dn n kiu ngo, v kiu ngo dn n tht bi 15. Nguyn tc v s tht bi. Tht bi l iu phi c d kin v c chp nhn 16. Nguyn tc v yu t khng th lng trc. Tr phi bn chnh l ngi son ra k hoch ca i th cnh tranh, bn khng th bit c iu g s xy ra trong tng li. 17. Nguyn tc v s cng iu Tnh hnh thc t thng ngc li vi nhng g xut hin trn bo. 18. Nguyn tc v s gia tc Cc chng trnh thnh cng thng khng c xy dng da trn mt nht thi m da trn khuynh hng 19. Nguyn tc v vin cnh. Hiu ng marketing thng xy ra v ko di 20. Nguyn tc v s i nghch Nu bn nhm vo v tr th hai, chin lc ca bn do ngi dn u quyt nh 21. Nguyn tc v xut x. Xut x ca thng hiu thng quan trng hn cht lng 22. Nguyn l v ngun ti nguyn. Khng c ngun ngn sch v kin thc chuyn mn cn thit, tng khng th thnh hin thc v thng hiu khng th c to nn

Gi

Gii php gi tr khch h ng (nhn t gc khch hng v th trng) l mt gii php trn gi y l l v mang tnh khuyn khch c a ra gii quyt cc nhu cu bc thit, cc vn m khch

BI HU T_H22QT1

hng gp phi, n chuyn ti nhng li ch nhm thc y nhm khch h ng trng tm ng x theo hng tch cc. Gii php bao gm c sn phm vt cht nh ng khng ch l sn phm m thi, n bao gm ton b cc n lc ca doanh nghip nhm to ra gi tr hay li ch cho khch h ng. Nhng nguyn tc c bn ca marketing da trn nn tng gi tr khch h ng bao hm trong ba vn : Gii php gi tr khch h ng ca bn c to ra gi tr tht s cho khch hng hay khng? Nhiu doanh nghip tham gia th tr ng vi mt sn phm khng thc s to ra gi tr cho khch hng. H a ra th trng ci m h lm c ch khng phi ci th tr ng cn. l l do ti sao c n 50% doanh nghip mi phi ng ca trong 5 nm u hot ng. Gii php gi tr khch h ng ca bn c vt tri so vi gii php ca i th cnh tranh? u th cnh tranh ca mt doanh nghip c xc nh thng qua s v t tri v gi tr m gip php ca doanh nghip mang li cho khch h ng so vi gii php ca i th cnh tranh. Gii php gi tr khch h ng ca bn c mang li li nhun cho bn hay khng? Nhiu doanh nghip qu ch tm n vic thu ht khch h ng v u t vo nhng gii php to ra li ch cho khch hng nhng li khng ch n li ch ca chnh m nh. Mt gii php khch hng nh th khng th tn ti lu d i v doanh nghip y khng hot ng hiu qu
u t_H22QT1 (St) n :

BI HU T_H22QT1