CHNG 2 PHN TCH TH TRNG NNG SN THC PHM

Bn c th loi b cc trung gian nhng khng th loi b cc chc nng marketing ca h. Mc ch: Sau khi c xong chng ny, bn c th nm c: 1. Phn bit gia chc nng, th ch, khoa hc v hnh vi v cc cch tip cn qun l marketing hiu v phn tch cc h thng marketing thc phm. 2. Gii thch l do ti sao chng ta c cc cng ty chuyn v marketing thc phm v ti sao tht kh khn loi b cc trung gian. 3. Xc nh cc yu t chnh trong chin lc marketing ca mt cng ty: Sn phm khc bit, phn khc th trng, mc tiu marketing v h thng marketing mix. 4. Tho lun v vai tr ch quyn ca ngi tiu dng trong vic xc nh s thnh cng ca tt c cc quyt nh marketing thc phm. 5. Tr li cu hi v nh gi hiu qu ca h thng thc phm, bng cch s dng cc tiu ch nh hiu qu, s a dng, s hi lng ca ngi tiu dng, bng thng k ca ch trang tri, nhim, an ton thc phm v cc yu t khc. S khc bit gia kho hng c trt t m bn c th tm thy nhng g bn mun vi mt n lc ti thiu v mt ni khng c trt t trong khng c g c th d dng tm thy, c th c truy ngun t mt h thng y h thng mc, gi treo v k . Nghin cu s phc tp ca cc h thng marketing v cc vn c th gy bc bi v kh hiu m khng c mt h thng t chc s quan st, suy ngh v phn on ca chng ta. By gi chng ta chuyn sang xy dng khun kh cho t chc ny.

PHNG PHP TIP CN NGHIN CU CA MARKETING THC PHM C mt s cch tip cn nghin cu v Marketing thc phm v mi nh hng cung cp mt ci nhn c o v bn cht v hot ng ca qu trnh marketing thc phm. Mt s cc phng php tip cn l hon ton m t, trong khi nhng phng php khc phn tch v c gng nh gi h thng marketing thc phm v xut cc khuyn ngh ci thin n. PHNG PHP TIP CN CHC NNG Mt phng php phn loi cc hot ng xy ra trong qu trnh marketing l ph v cc quy trnh trong cc chc nng. Chc nng ca marketing c th c nh ngha l mt hot ng chuyn ngnh ln c thc hin trong vic hon thnh qu trnh marketing. Bt k danh sch cc chc nng no phi c cng nhn nh l s c on. Danh sch cc tc gi c th t vi ngi nh l tm n nhiu ngi c th gp ba hay bn ln con s . Mi tc gi ca mt danh sch cc kha hc, tin rng danh sch l tt nht. Nhng ngi khc khng ng v xut danh sch ca ring mnh. Chng ta ang tm kim bn l v k trn sp xp cc tng ca chng ta. Cc thut ng chnh xc ca danh sch l khng quan trng min l phm vi chc nng c nhn hiu r c. Chng ta s tun theo mt phn loi c chp nhn tng i rng ri v cc chc nng, nh th hin nh sau: Cc chc nng trao i l nhng hot ng lin quan n vic chuyn giao quyn s hu i vi hng ho. N i din cho cc im m ti vic nghin cu xc nh gi nhp vo vic nghin cu marketing. Cc chc nng ny khng bao gi c thc hin trong nn kinh t ca chng ta m khng c phn quyt no v gi tr, thng th hin t nht mt phn nh l mt mc gi, c t trn cc loi hng ho. C hai

chc nng mua v bn l mc tiu chnh ca h khi m phn cc iu kin trao i thun li. Chc nng mua l mt trong nhng vic tm kim cc ngun cung cp ln, lp rp cc sn phm v thc hin cc hot ng lin quan n mua hng. Chc nng ny c th bao gm c lp rp cc sn phm th t khu vc sn xut hoc lp rp thnh phm chuyn n tay trung gian khc p ng nhu cu ca ngi tiu dng cui cng. Nhng hot ng mua sm c th ch quan trng i vi li nhun v thnh cng ca mt trang tri hoc cng ty marketing thc phm cng nh cc hot ng bn hng. Chc nng bn hng phi c din gii mt cch rng ri. N c hiu rng hn khng ch n thun l th ng chp nhn gi c cung cp. Trong chc nng ny c th c nhm li tt c cc hot ng khc nhau m i khi c gi l bn hng. Hu ht cc s sp xp vt cht ca vic trng by hng ha c phn nhm y. Qung co v cc thit b qung co khc gy nh hng hoc to ra nhu cu cng l mt phn ca chc nng bn hng. Cc quyt nh v n v thch hp bn hng, cc gi thch hp, cc knh tip th tt nht, thi gian thch hp v ni tip cn khch hng tim nng l tt c cc quyt nh c th bao gm trong cc chc nng bn hng. Cc chc nng vt l l nhng hot ng c lin quan n x l, chuyn ng v thay i tnh cht vt l ca chnh hng ha thc t. Chng gip gii quyt cc vn v thi gian khi no, ci g, v u trong marketing. Chc nng lu tr, bo qun ch yu lin quan n sn xut hng c sn ti thi im mong mun. N c th l hot ng ca mt nng dn lu tr la. N c th l cc hot ng ca my nng trong vic gi s lng nguyn liu ln cho n khi cn n chng ch bin tip. N

c th l vic gi vt t hng ha thnh phm nh hng tn kho ca nhng ngi x l, cc nh bn bun v nh bn l. Chc nng giao thng vn ti ch yu lin quan n sn xut hng c sn ti a im thch hp. Thc hin y chc nng ny i hi cc tuyn ng c s lun chuyn trng ti v cc loi hnh vn ti v chng c th nh hng n chi ph vn chuyn. N cng bao gm cc hot ng lin quan n vic chun b cho l hng, chng hn nh ng thng v cht hng. Chc nng x l i khi khng nm trong danh sch cc chc nng marketing bi v n l mt hnh thc hot ng c bn cht thay i. Tuy nhin, trong giao din rng ca marketing nng nghip, hot ng ny khng th b qua. Chc nng x l s bao gm tt c nhng hot ng sn xut ch yu nhng hot ng m lm thay i hnh thc c bn ca sn phm, chng hn nh chuyn t ng vt sng sang tht, u H Lan ti sang u H Lan ng hp hoc ng lnh, hoc la m sang bt v cui cng l sang bnh m. Chc nng to iu kin thun li l ngi hot ng c th thc hin sun s cc chc nng trao i v chc nng vt l. Nhng hot ng ny khng trc tip tham gia trao i hng ha hoc x l tnh cht ca cc sn phm. Tuy nhin, nu khng c chng th cc h thng marketing hin i s hot ng khng c tt. Vic cp nht chng c th c gi l m m lm cho cc bnh xe ca b my marketing chy trn tru. Chc nng tiu chun ha l vic thnh lp v duy tr cc php o thng nht. y c th o lng c c cht lng v s lng. Chc nng ny n gin ho vic mua bn, bi v n lm cho vic bn c th bn theo biu gi v s m t. Do , n l mt trong nhng hot ng c th thc hin vic bn hng lot, iu rt quan trng i vi mt nn kinh t hin i. Hiu qu tiu chun ha l c s cho mt qu trnh nh

gi hiu qu. Mt h thng nh hng ngi tiu dng gi nh rng nhng ngi tiu dng s lm cho mong mun ca h n c vi nhng ngi sn xut thng qua s chnh lch gi. Nhng khc bit phi c chuyn tr li thng qua cc knh marketing cc c quan marketing v nhng ngi sn xut c th bit iu g h ang mong mun. Ch khi hng ha c giao dch ti cc n v xc nh r cht lng v s lng mi c th c 1 mc gi hin hnh thc hin hiu qu cng vic ny. Tiu chun ha cng n gin ha qu trnh tp trung, bi v n cho php cc nhm tng t nhau ca nhiu loi hng di chuyn u tin t cc im sn xut. Sau khi thnh lp chng, vic s dng cc tiu chun phi c kim sot. Chng hn nh cc hot ng kim sot cht lng trong cc nh my ch bin v kim tra cho duy tr cc tiu chun trong cc knh marketing c th c coi l mt phn ca chc nng ny. Chc nng ti chnh lin quan n vic s dng tin mang li nhng phng din khc nhau trong marketing. Trong phm vi m c mt s chm tr gia thi gian u tin bn cc sn phm th v bn thnh phm cho ngi tiu dng cui cng, ngun vn s nm trong hot ng . Bt c ni no m c s lu tr hoc s chm tr din ra, th ai phi tnh ton xem s lng vn m hng ha nm gi. Thi hn c th l mt nm hoc nhiu hn nh trong cc hot ng ca cc ngnh cng nghip hp, hoc mt thi gian tng i ngn nh trong vic marketing v cc sn phm d h hng. Ngun ti chnh c th di dng d nhn bit ca cc c quan cho vay tn dng khc nhau hoc cc hnh thc tinh t hn di dng ngun vn ch s hu. Trong trng hp no th n cng l mt hot ng cn thit trong marketing hin i. Chc nng chp nhn ri ro l chp nhn kh nng xy ra thua l trong th trng ca sn phm. Ri ro kinh t c th c phn thnh hai s phn loi ln l ri ro vt cht v ri ro th trng. Cc ri ro vt cht

l nhng xut pht t s ph hy v h hng ca chnh sn phm do chy, tai nn, gi, ng t hoc cch khc. Nhng ri ro th trng xy ra do thay i trong gi tr ca sn phm mt khi n c gii thiu. Mt s bin ng bt li v gi c c th dn n kt qu tn tht l lng hng tn kho cao. S thay i khu v ngi tiu dng c th lm gim mong mun v gi c ca sn phm. Mt chin lc marketing mi ca cc i th cnh tranh c th dn n s mt mt mt lng khch hng ca cc cng ty khc. Tt c nhng ri ro ny mc khc nhau phi c xem xt trong vic marketing sn phm. Chp nhn ri ro c th mt nhiu hnh thc truyn thng, chng hn nh vic s dng ca cc cng ty bo him trong trng hp ri ro vt cht hoc s dng cc trao i tng lai trong trng hp ri ro v gi. Hoc, cc doanh nghip c th chp nhn ri ro m khng c s tr gip ca bt k ca cc c quan chuyn ngnh no. Chc nng ca chp nhn ri ro thng nhm ln vi chc nng ca ti chnh. S khc bit ca chng c th c lm cho r rng, tuy nhin, nu nh rng s cn thit lm vn ti chnh pht sinh l do s chm tr v thi gian gia vic mua v bn cc sn phm, trong khi s cn thit mang ti vic chp nhn ri ro pht sinh v kh nng mt mt trong thi gian nm gi. Chc nng thng tin th trng l cng vic thu thp, phin dch, v ph bin s phong ph, a dng ca cc d liu cn thit phc v cho cc hot ng ca cc qu trnh marketing. Hiu qu marketing khng th hot ng trong mi trng khng c thng tin. Mt c ch nh gi hiu qu ph thuc vo ngi mua v ngi bn c y thng tin hay khng. Cc quyt nh thnh cng bng nhiu cch c th tr gi cho hng ha hoc nhng loi chnh sch gi c s dng trong bn hng ca h yu cu mt lng ln kin thc th trng c tp hp nghin cu. Li nhun ca cc chng trnh lu tr, bo qun, dch v vn chuyn hiu qu, v tiu chun ho mt chng trnh y , tt c

ph thuc ng k vo cc thng tin tt. Nh cc chc nng khc, chc nng ny c th c thc hin bi nhng ngi chuyn v cc hot ng ca n. Mt khc, tt c mi ngi trong c cu marketing ngi mua v bn cc sn phm nh gi d liu th trng c sn v do chc nng ny c thc hin mt mc no . Cch s dng phng php tip cn chc nng Phn tch cc chc nng ca trung gian khc nhau c bit hu ch trong vic nh gi cc loi chi ph marketing. Bn l thng tn km nhiu hn so vi bn bun. Tuy nhin vi cch tip cn chc nng ny, s n c vi im c mc phc tp ln hn ca bn l. Nhng so snh v chi ph c ngha ch khi chng c lin quan n cng vic ang lm. Nh bn l A c th hot ng vi chi ph thp hn so vi nh bn l B, nhng liu nh bn l A c thc hin cc chc nng ging nh B? C l A l mt thng nhn thc hin phng thc tin mt t ch trong khi B m rng v cung cp tn dng. Nh vy, A c th thc hin t hn ng k so vi B cc chc nng ca ti chnh, chp nhn ri ro v vn chuyn. Cch tip cn chc nng cng rt hu ch trong vic tm hiu s khc bit trong cc loi chi ph marketing cc mt hng khc nhau. V d, mt sn phm d h hng thng tn km hn cho th trng hn l mt sn phm t h hng. Phn ln s khc bit ny c th l do nhng kh khn ln trong vic thc hin lu tr, bo qun, vn chuyn v cc chc nng chp nhn ri ro. Vic ph b mt nhim v marketing phc tp thnh nhiu chc nng s c h tr nhiu hn trong cc n lc ci thin hiu qu ca b my marketing. Mt ln na cp n ca hng bn l ca chng ta, c l l nh bn l B b mt tin ngay c khi cc nh bn l khc c nhng hot ng tng t nhng khng nh vy. Mt nghin cu hm hp ca doanh nghip B c th cho thy rng chi ph ca cc chc nng tn dng

ca n l cao hn mt cch bt thng bi v c cc ti khon cha c thanh ton. Hoc mt phn tch k lng chc nng bn hng ca A c th cho thy cng ty khng bt kp c vi cc phng php mi trong vic bn hng v do l thua i th cnh tranh. C ba c im quan trng ca cc chc nng marketing: - Trc tin, cc chc nng khng ch nh hng n chi ph marketing thc phm m cn nh hng n gi tr ca sn phm thc phm dnh cho ngi tiu dng. Ch bin, vn chuyn v lu tr, bo qun cung cp cc hnh thc, khng gian, v thi gian hu ch cho ngi tiu dng. Cc chc nng trao i v to iu kin thun li trn th trng lm cho gung quay ca b my marketing hot ng trn tru v c th cung cp dch v vi chi ph thp hn so vi nhng ngi nng dn v ngi tiu dng c th thc hin. Trong khi nh gi cc chc nng marketing, vic xem xt phi c thc hin i vi c cc chi ph v li ch ca cc chc nng. Gi tr tng thm ca mt chc nng marketing c th ln hn hoc t hn chi ph thc hin chc nng . - Th hai, mc d n c th thng xuyn "loi b trung gian", nhng n khng th loi b cc chc nng marketing. Thng thng, loi b trung gian lin quan n vic chuyn giao cc chc nng marketing v chi ph cho ngi khc. V d, nng dn c th m nhn vic lu tr, bn v cc chc nng vn chuyn, th c th loi b c ngi mi gii v ngi n hoa hng. Mt nhm cc khu ph ca ngi tiu dng c th loi b cc nh bn l thc phm bng cch mua vo rt nhiu t cc ca hng thc phm bn bun ln, nhng lm nh vy h s m nhn mt s chc nng bn l nh lu tr, tiu chun ha v c th l giao thng vn ti. V cc nhm thng s gii quyt vn v cc dch v t hn, chng hn nh kim tra thanh ton tin mt hoc s nh gi trc. Sau , chi ph thc hin mt chc nng marketing c th gim, nhng chc nng khng th b loi b trong qu trnh marketing.

- c im th ba ca cc chc nng marketing l chng c th c thc hin bi bt k ai bt c u trong h thng thc phm. C th hnh dung, tt c cc chc nng c th c thc hin bi mt cng ty duy nht kim sot hon ton thc phm, t trang tri i ti cc ni. Mt khc, c nhng cng ty chuyn ngnh v cc ngnh cng nghip - v d nh ng st, nh mi gii ng cc, v cc nh u c - nhng ngi ny ch thc hin c mt chc nng marketing. Ng cc c th c vn chuyn trc tip t nng tri n ni lu tr, bo qun trong thnh ph, hoc n c th c lu tr trong trang tri v chuyn n th trng sau ny trong ma v. C mt s s kt hp truyn thng, v tr, v thi gian ca cc chc nng marketing thc phm. Nhng nh ch bin thc phm thng kt hp cc hnh thc lu tr, x l v cc chc nng giao thng vn ti; v nhiu nng dn nhn vo hot ng lu tr trong nng nghip nh l mt phn ca nng nghip. Nhng nhn chung, mt lot cc s kt hp cng ty v thi gian thc hin chc nng marketing thc phm ang c quan st. Cc chc nng khng th thiu, nhng chng kh linh hot bi v chng c th c thc hin nhng ni khc nhau trong ngnh cng nghip thc phm. Hai vn chnh lin quan n cc chc nng marketing l cn thit cho d s lng cc chc nng ang c thc hin v cho d cc chc nng ny ang c thc hin mt cch hiu qu nht. Bi v cc chc nng thm gi tr cn thit cng nh chi ph cc sn phm thc phm, gim thiu ti a cc chc nng khng phi l mt mc tiu c chp nhn. Nguyn tc l b sung thm cc chc nng v cc dch v phi c thc hin cho n khi cc chi ph vt qu cc gi tr ca cc chc nng - mt im kh xc nh trong thc t. N cng quan trng xc nh khi s chuyn dch ca mt chc nng marketing ca mt cng ty sang mt cng ty khc, hoc kt hp vic b sung cc chc nng vo mt cng ty, c chp nhn. Mt s chc nng c thc hin mt cch

hiu qu nht bi cc cng ty chuyn ngnh; nhng chc nng khc c kt hp c v hp l trong cc cng ty a chc nng. V nhn mnh truyn thng ca h v qu trnh sn xut thc phm, nn n c bit quan trng i vi nng dn xem xt cho d h cn thc hin nhiu hn hoc t hn cc chc nng marketing thc phm. Khng c g bo m rng li nhun s di chuyn vo nhng ngi c b sung cc chc nng marketing, ngay c khi cc chc nng c bit l c li nhun. Mt s cng ty c th thc hin cc chc nng hiu qu hn nhng ngi khc. Cc nh bn l thc phm c th s lm cho nng dn ngho i, cng ging nh ngi nng dn c th thiu cc k nng v quan tm qun l mt siu th hin i hoc mt mng li ng st phc tp. Sau , cng vi cc gi nh v vic b sung cc chc nng khc ph bin n mi mt mi trng qun l v mt s nn kinh t chuyn mn ha b mt. Trong ngnh cng nghip thc phm, mt s chc nng marketing c th c kt hp trong mt cng ty duy nht. C th c nhng l do tt cho vic ny, c bit l khi cc chc nng marketing l b sung cho li nhun c th c thc hin bng cch phi hp thc hin chng vi nhau PHNG PHP TIP CN TH CH Mt phng php phn tch khc c dng trong nghin cu nhng c quan khc nhau v cc cu trc kinh doanh ni m thc hin cc qu trnh marketing. C nhng ni m cc c gng tip cn chc nng tr li cu hi "ci g " trong cu hi "ai lm g", th phng php tip cn th ch cp ti cc vn marketing tp trung ch vo vn "ai". Cc cch tip cn marketing c chia lm nhiu loi trong cc t chc kinh doanh ni m c s pht trin trong h thng marketing thc phm. Phng php tip cn th ch xem xt bn cht v c tnh

ca nhng trung gian khc nhau v cc c quan lin quan v cng c s sp xp v t chc nhng hot ng marketing. Trung gian marketing Trung gian l cc c nhn hoc nhng ngi quan tm ti kinh doanh, nhng ngi chuyn thc hin cc chc nng marketing khc nhau lin quan vic mua bn hng ho khi chng c chuyn t cc nh sn xut n ngi tiu dng. Cc trung gian marketing thc phm c th c phn loi nh sau: + Trung gian bun bn: 1. Cc nh bn l 2. Cc nh bn bun + i l trung gian: 1. Nh mi gii 2. Ngi n hoa hng + Cc trung gian u c + Cc nh x l v cc nh sn xut + Cc t chc to iu kin thun li Trung gian bun bn a ra ch v v cc sn phm m h qun l. H mua v bn sn phm ca chnh h. Cc nh bn l mua v phn phi cc sn phm thc phm ti ngi tiu dng cui cng. Nhim v ca h l cung cp mt lot cc sn phm ti mt a im duy nht, lm cho n n vi ngi tiu dng mt cch thun li tp hp mong i v mt th trng trn ngp hng ha. Cc nh bn l thc phm c th bao gm siu th, nh hng, ca hng thc phm tin li, c bit l cc ca hng bn tht, hoa qu v rau, tim bn sa hoc hiu bnh. H chim s lng nhiu nht ca cc t chc marketing. Nhng ngi bn bun thc phm bn cho cc nh bn l, nhng ngi bn bun khc v cc ngnh cng nghip, nhng khng bn mt s lng ng k ti tay ngi tiu dng cui cng. Nhng ngi bn bun

to nn mt nhm khng ng nht cao ca cc cng ty vi cc quy m v c im khc nhau. Mt nhm ln nhng ngi bn bun l nhng ngi mua a phng hoc cc nh lp rp ca quc gia - nhng ngi mua hng ha trong khu vc sn xut trc tip t nng dn v vn chuyn (bng tu) cc sn phm n cc thnh ph ln, ni h c bn cho cc nh bn bun v cc nh x l khc. Trong nhm ny l cc trung gian chng hn nh nhng ngi vn hnh my nng ng cc v nhng ngi mua vt nui ca a phng. Mt nhm cc nh bn bun nm trung tm th ln. C th c "ton b" nhng ngi bn bun ngi m qun l cc sn phm khc nhau hoc nhng ngi chuyn chuyn giao mt s lng hn ch ca sn phm. H c th l nhng nh bn bun tr bng tin mt hoc nhng nh bn bun thc hin dch v - nhng ngi s m rng tn dng v cung cp vic giao hng v cc dch v khc. C kin cho rng nhng ci tn nh k u c v Car-lot receivers thng c s dng ng ngha vi nhng nh bn bun. i l trung gian, nh tn ca n, hot ng ch nh l mt i din cho cc khch hng ca h. H khng c tn hiu v do khng s hu ca chnh mnh, h ch nm gi cc sn phm. Trong khi , cc thng gia bn bun v bn l nhn c khon thu nhp t chnh lch gia gi mua v gi bn, i l trung gian nhn c thu nhp ca h trong cc hnh thc l ph v hoa hng. i l trung gian cung cp cc dch v cho ngi mua v ngi bn. Trong nhiu trng hp, cc dch v ch yu ca cc trung gian i l l kin thc v th trng v b quyt cn thit mang ngi mua v ngi bn n vi nhau. Cc dch v ca h thng c gi li bi ngi mua hoc ngi bn hng cm thy rng h khng c kin thc hoc sc mnh thng lng c hiu qu cho bn thn. i l trung gian c th c chia thnh hai nhm ln, ngi hng hoa hng v mi gii. Ngi hng hoa hng thng c cp

quyn hn rng ri bi nhng ngi gi hng cho h. H thng tin hnh vic x l c tnh ca sn phm, sp xp cho cc iu khon ca bn hng, thu thp, khu tr l ph ca h v chuyn s cn bng cho ngi bn. Mt khc, nhng ngi mi gii thng khng c quyn kim sot v c tnh hoc quyn s hu ca sn phm. H lm theo hng dn ca ngi mua v ngi bn v c nh hng t hn trong cc cuc m phn gi hn ngi hng hoa hng. Cc cng ty hng hoa hng t chn nui v ngi mi gii ng cc l nhng v d tt ca hai s phn loi trung gian i din ngnh cng nghip thc phm. Trung gian u c l nhng ngi mua v bn sn phm vi mc ch thu li nhun t bin ng gi ln. Tt nhin, tt c cc thng gia trung gian suy on theo ngh, do h phi i mt vi cc iu kin khng chc chn.Tuy nhin, thng thng th cc nh bn bun v bn l c gng bo m thu nhp ca h thng qua vic nm gi v bun bn cc sn phm ca h v gi cc ri ro mc ti thiu. Mt khc trung gian tm kim v chuyn dng nhng ri ro ny v thng s dng mc ti thiu trong vic nm gi v bn hng. Mt s ci tn c trao cho nhng ngi trung gian, chng hn nh nh bun, k u c v ngi truyn b. H thng c gng kim c li nhun t bin ng gi trong ngn hn. V d, k u c ng cc c th mua v bn ng cc cha thu hoch nhiu ln trong mt ngy giao dch vi hy vng thu li nhun t nhng dch chuyn gi nh. Cc nh ch bin v sn xut thc phm l mt trong cc cng ty marketing thc phm tt nht c bit n. H chuyn lm tng thm v thi gian, hnh thc, a im v tin ch s hu cho sn phm nng nghip th. V d, h chuyn i la m sang dng bt v bnh m. H kt hp cc thnh phn thc n lm cho ba n ti hon ton l cc sn phm ng lnh. H a qu trnh chn nui vo cc sn phm tht m ngi tiu dng mong mun. Cc nh ch bin thc phm thc hin mt

s chc nng marketing. H l nhng ngi mua quan trng cc sn phm ca nng dn v hu ht cng bn bun cc sn phm hon chnh ca cho cc nh bn l thc phm. Cc hot ng ng gi, xy dng thng hiu v qung co ca h c th c xem nh l mt hnh thc thng tin th trng cng nh c nh hng quan trng ti cc la chn ca ngi tiu dng. Cc t chc to iu kin thun li h tr cc trung gian khc nhau trong vic thc hin nhim v ca h. Nh mt quy tc chung, cc t chc ny khng trc tip tham gia vo qu trnh marketing nh cc thng gia, i l, cc nh x l hoc cc nh u c. H c th cung cp c s vt cht cho vic x l cc sn phm thc phm hoc a ngi mua v ngi bn n vi nhau. H thit lp "cc quy tc ca tr chi" nhng quy tc tip theo buc phi c bi cc trung gian thng mi, chng hn nh thi hn ca kinh doanh v cc iu khon bn hng. H cng c th h tr trong vic phn loi v sp xp v truyn ti vic thanh ton. H nhn c khon thu nhp t ph v nh gi t nhng ngi s dng c s ca h. V d v nhm ny l cc cng ty c bi lu gi gia sc, ni trao i ng cc v bn u gi tri cy. Cc hip hi thng mi l mt nhm nh vy. Mc ch chnh ca phn ln cc t chc ny l thu thp, nh gi v ph bin thng tin c gi tr cho mt nhm c th hoc nhm kinh doanh. H c th tin hnh nghin cu. H cng c th hnh ng khng chnh thc nh cnh st trong vic ngn chn thc t c th c coi l khng cng bng hoc phi o c. Mc d h khng tham gia hot ng mua bn hng ho, nhng cc t chc ny thng c nh hng su rng ti qu trnh marketing.

Cch s dng phng php tip cn th ch Phng php tip cn th ch s gip chng ta gii thch ti sao li c nhng ngi trung gian c chuyn mn ha trong ngnh cng nghip thc phm. Chng ta hy cng tng tng, ngnh cng nghip thc phm m khng c nhng thnh phn trung gian. Khi , nhng ngi nng dn s phi t mnh bo qun sn phm, t mnh vn chuyn, t mnh bn v t mnh ch bin. Cng lc , nhng ngi khch hng s phi tm n tn nhng ngi nng dn mua, t mnh chuyn ch, mnh mnh ch bin v t mnh bo qun thc phm. Chnh v vy, khi khng c cc thnh phn trung gian th nhng chc nng marketing ca h s c chuyn sang cho nhng ngi nng dn v ngi tiu dng.Vy ti sao li vn c rt nhiu thnh vin trung gian trong h thng phn phi thc phm v l do g khin ngi nng dn khng th thay th c vai tr ca h? Cu tr li chnh l vic chuyn mn ha gip cc doanh nghip ng vai tr l cc thnh vin trung gian s c th hot ng mt cch hiu qu hn, hn l chuyn nhng nhim v cho nhng ngi nng dn v ngi tiu dng. C 3 l do dn n s hin din ca nhng thnh phn trung gian trong h thng phn phi thc phm. u tiu, vic cc thnh vin trung gian chuyn mn ha vo mt s hot ng nh bo qun, vn chuyn, ch bin v bn l l nhng v d in hnh cho vic phn cng v chuyn mn ha lao ng. Nhng ngi trung gian ny gip ngi nng dn tp trung vo sn xut, cn khch hng c th thc hin cc cng vic khc. Thng thng, phn cng lao ng v chuyn mn ha thng em li li ch cho x hi cng nghip ha. Th hai, nhng li ch t c t chuyn mn ha ng ngha rng rt nhiu cc chc nng marketing c thc hin nh li th v kinh t theo quy m, R rng rng, chi ph thc hin cc hot ng marketing s gim khi khi lng mua tng ln. V d chi ph vn chuyn cho mt l c rt ln s r hn nhiu nu chng

ta mua ch mua mt vi bao c rt nh. Chi ph ng gi v ch bin, bo qun nh cng gim. Chnh v vy, li ch kinh t theo quy m chnh l ng lc thc y s ra i v pht trin ca cc thnh phn trung gian. Cui cng, thnh vin trung gian gip chng ta gim chi ph giao dch v chi ph tm kim th trng. Vic tm kim ngi mua, ngi bn, hay thc hin cc cuc giao dch, m phn u pht sinh chi ph. Bng cch chuyn mn ha chc nng ny, nhng ngi trung gian s gip ngi nng dn v ngi tiu dng gim bt c mt phn chi ph ng k m ng l h phi gnh chu cho cc hot ng tm kim khch hng v cc hot ng khc trong cc giao dch. Nu khng c cc thnh vin trung gian, ngi nng dn v ngi tiu dng v hnh chung nh mt li th kinh t theo quy m pht sinh t chuyn mn ha. Hnh 2-2 th hin r vai tr ca trung gian trong phn phi. Hnh 2-2A , mi nng dn bn trc tip sn phm ca mnh cho tng khc hng, tt c cc chc nng marketing u c thc hin cho tng giao dch ring l v cho tng sn phm, c ngi nng dn v khch hng u phi chu ht cc chi ph lin quan n tng giao dch. Cn hnh 2-2B, cc thnh vin trung gian s chuyn mn thc hin cc chc nng marketing, cho php ngi nng dn v khc hng tp trung chuyn mn vo nhng cng vic khc v gip h gim thiu chi ph giao dch. Hnh 2-2 A: Nng dn bn trc tip hng ha cho ngi tiu dng, khng qua trung gian

F1 F2 F3 3 x 3 = 9 mi quan h

C1 C2 C3

Hnh 2-2B: Thng qua trung gian, mi nh sn xut, mi khch hng ch cn 1 ln tip xc
F1 F2 F3 6 x 1 = 6 mi quan h NTG C1 C2 C3

Trong : F: Nng dn. C: Khch hng. D: Trung gian. Vy h thng no tt hn? Nguyn tc chung l nhng trung gian c chuyn mn ha trong ngnh thc phm s thc hin cc chc nng marketing thc phm khi hiu qu t hot ng ny ln hn nu ngi nng dn v khch hng t tm n vi nhau. So snh mt cch tng i y l vic cng thc hin nhng chc nng marketing ging nhau, th chi ph thc hin ca trung gian nh th no so vi chi ph nu ngi nng dn v ngi tiu dng t thc hin. Nu nhn vo s lng cc trung gian thnh cng, th c th ni h thng no s c nhng ngi trong ngnh cng nghip thc phm la chn. Nhng chng ta cng khng th ni rng trung gian l cn thit hay trung gian mang li hiu qu hn, hay ngi nng dn hay khch hng khng bao gi nn thc hin cc chc nng marketing ca h. V c rt nhiu trng hp, khch hng v ngi nng dn u c th thc hin hiu qu cc chc nng trung gian. Hnh 2-2 cng minh ha rng, s hin din ca mt s trung gian c chuyn mn ha khin cho h thng ngnh thc phm c dng nh

hnh chic ng h ct. Thng thng, s lng khch hng v s lng ngi nng dn th nhiu hn nhiu so vi s lng nhng ngi trung gian, nhng quy m kinh doanh ca h th li ln hn nhiu so vi nhng ngi nng dn v ngi tiu dng. Chnh v vy, n gy ra s mt cn bng v sc mnh th trng gia ngi sn xut, khch hng v ngi tiu dng. Trng hp nh 2: Ti sao chng ta cn n trung gian thc phm? Bill tc gin v chn. ng cung cp tht ln ca mnh cho ngi mua a phng v tnh ton, nhn thy rng gi m ng nhn c thm ch cn khng trang tri chi ph sn xut ca mnh. V ng, b Kathy, thng cm vi ng ni: "Ti trong siu th, gi tht ln tng ln"."C iu g nhm ln y", h ng nh vy. Ngy hm sau, h gp mt s nh sn xut tht ln khc cng khng hi lng tho lun v vn ny. " l cc trung gian", mt trong s h cho bit. "H mua thp, bn cao v b ti li nhun ca chng ta", "nhng g chng ta c th lm g v h?" Bill ni. "Chng ta cn phi loi b lng tham ca nhng trung gian bng cch iu hnh cc c s marketing ca ring chng ta v bn trc tip cho ngi tiu dng", mt trong s h cho bit. "Bng cch chng ta s nhn c 100% s la ca ngi tiu dng". Nhng Bill cnh bo rng, "iu s mt rt nhiu chi ph phi khng? Bn c chc rng chng ta mun tham gia vo qu trnh ch bin thc phm, cc nh bn bun v bn l? khng phi l cch kinh doanh ca chng ta". " c phi l kinh doanh thc phm khng, v ai l ngi hiu bit nhiu v thc phm hn so vi nhng ngi nng dn?" Kathy ni. "Ti khng bit", Bill ni. "Nghe c v nguy him v phc tp". Bn s t vn cho Kathy, Bill v cc nh sn xut khc trn c s k hoch ca h nh th no h tham gia vo vic kinh doanh marketing

thc phm? Nhng u v nhc im ca xut ny vi vic loi b cc trung gian l g? Mc d trung gian em li nhng gi tr r rng, nhng s khng tin tng ca cng chng vo cc trung gian tn ti t rt lu v ko di cho n tn ngy nay. nhiu quc gia, nhng trung gian cn b khinh b hoc thm ch b cm v h phi chu ng iu . Nhng v marketing c thc hin di nhiu cch thc khc nhau mi quc gia, v vy cn c thi gian hiu v xa b i nhng nh kin ny, v nu khng c yu thch th t ra h cng c tn trng hn v vai tr v li ch h em li cho nn kinh t. CCH TIP CN H THNG HNH VI Phng php tip cn th ch v phng php tip cn chc nng u rt hu ch trong vic phn tch cc hot ng marketing. Tuy nhin, hot ng marketing l c mt qu trnh lin tc v bin i khng ngng c v phng thc t chc v vic thc hin cc chc nng. Nn hiu v d on nhng s thay i ny mi l nhim v chnh ca ngi lm marketing. D l mt doanh nghip chuyn v hot ng marketing hay ch l mt cng ty hay t chc bnh thng, th knh marketing u c xem nh h thng cc hnh vi. N c hnh thnh bi cc thnh vin lin quan n qu trnh ra cc quyt nh nhm gii quyt nhng vn c th no ca knh. D bt k mt doanh nghip, t chc hay cng ty no u c 4 vn chnh lin quan n h thng hnh vi. u tin v c l l d thaays nht l h thng u ra-u vo. Mi hot ng marketing ca doanh nghip hay t chc u c gng sn xut ra u ra l mt th g . iu ny ng cho d l nhng ngi ch bin tht, hay ngi y

thc. c c u ra ny, mi doanh nghip u phi c ngun lc u vo. V mi doanh nghip u hy vng rng h s tm ra gii php tha ng nht kt hp nhng ngun lc u vo nhm m bo thu c li nhun t ngun u ra.Bng cch p dng khoa hc cng ngh mi, pht trin sn phm mi, v khc bit ha t chc l nhng bin php m chng ta thy cc doanh nghip thng s dng nhm mc tiu gim chi ph hoc tng sn lng u ra. Trong trng hp ny, thut ng h thng c hnh thnh nh vic doanh nghip kt hp cc nguyn l kinh t, v nhng yu t v khoa hc k thut cng vi hng lot cc yu t khc c th thc hin hot ng marketing. Mi quan tm khc l sc mnh h thng. Tt c cc doanh nghip, hoc nhm cc doanh nghip u c v tr v ch ng ring trong vai tr hin ti ca mnh. H c th s phi pht trin danh ting cho cht lng sn phm, tr thnh ngi dn u th trng v c cng ng khoa hc, hoc dn u v tc tng trng. Chnh v vy chng ta c th hiu c rng cc doanh nghip lun nhm mc tiu tng trng v m rng, h s tr thnh nh pht minh ra cc sn phm mi hoc l nhng k theo sau. Cc l thuyt v kinh t c quyn v hnh vi cnh tranh khng hon ho, cng nh nhng mi quan ngi ca nhng nh khoa hc chnh tr v hnh vi quyn lc, u c a vo trong h thng hnh vi. Mt khi doanh nghip hoc t chc pht trin thnh mt n b thng nht vi s thng nht t trn xung di, th vn nhng ngi qun l c c nhng thng tin chnh xc v chuyn nhng quyt nh ca h thnh nhng hnh ng ca cc cng nhn s tr nn v cng quan trng. Mi doanh nghip hoc t chc khi c th c xem nh mt h thng cc mi giao tip. Lm th no xy dng mt knh thng tin hiu qu chnh l vn ca nhng cng ty ln v nhng t chc phc tp. Rt nhiu hnh ng b tht bi ch v thng tin nhn c

khng chnh xc. y l thi k m tm l,, x hi hc v qun l kinh doanh ang cng nhau t chc v nh hng cc nhn vin cp di xy dng c mi lin quan c bit vi nhau. Cui cng, nu thay i l nhng c tnh ca marketing th mt trong nhng vn ln nht ca cc doanh nghip, cc t chc marketing l lm th no thch ng vi nhng s thay i . H thng hnh vi nhm p ng s thay i bn trong v bn ngoi l mt b phn chnh cu thnh nn doanh nghip. Nh l quy lut, cc doanh nghip th mong mun v sn sng b tin ra thc hin nhng iu . Nhng lm th no hot ng c theo cch ny, m bo nhng bin i quan trng c pht hin ra v a ra nhng gii php thch ng kp thi i vi nhng s bin i li l vn lin quan n hiu qu ca hnh vi. u ra-u vo, sc mnh, cc mi giao tip, v cc hnh vi thch ng vi cc bin i l cc b phn ca h thng t chc marketing. Bit c iu ny n s gip chng ta hiu rng khi chng ta nhn vic g m khng t n trong mt h thng th vn s rt ri rc v phi l. Mt doanh nghip c th t b nhng ci ti u trong gii php gii quyt u ra-u vo bi v h thng thng tin khng tt hoc nghi ngi v sc mnh ca h. V d nh mt doanh nghip chn cch thc yu cu cc doanh nghip lin quan khc v hp nht vi h nhm cng c sc mnh ca h trn th trng. Hoc n c th yu cu hp nht vi cng ty khc v n d on trc rng c nhng thay i sp din ra. Cch tip cn h thng hnh vi l rt hu ch hiu v nhng s thay i chnh ang din ra trong ngnh cng nghip thc phm. Rt nhiu quan st ch ra rng h thng sn xut v marketing thc phm ngy mt ging vi nhng ngnh cng nghip khc ca nn kinh t. iu ny c gi bng thut ng l cng nghip ha ngnh thc phm. Nhu cu khch hng thay di cng vi s pht trin ca khoa hc cng ngh thc phm v nng nghip l ng lc thc y qu trnh lin kt gia

cc thnh vin vn trc y hot ng c lp nh ngi sn xut, ngi ch bin v khch hng. Ngi nng dn hin nay sn xut ra nhng sn phm c th p nhng nhng nhu cu c th ca cc phn khc th trng. Hp ng v cc hnh thc lin kt th trng khc ang gip cho cung cu sn phm u ra- u vo khp nhau. Qu trnh lin kt ny ang gia tng sc mnh th trng ca ngi nng dn v ngi mua sn phm nng nghip, v khuyn khch cc doanh nghip m rng hot ng kinh doanh. Theo cch ny, cc doanh nghip thc phm lun c gng khng ngng iu chnh hnh vi ca mnh thch ng vi s bin i ca mi trng kinh doanh v nhm tc ng ngc tr li ln n. QUN L HOT NG MARKETING THC PHM Cc h thng chc nng, cc phng php tip cn th ch v hnh vi rt hu ch trong vic tm hiu bc tranh v m v marketing thc phm. Chng gip chng ta hiu c cc lc lng ch yu hnh thnh nn t chc ca h thng marketing thc phm v lm th no n thay i theo thi gian. Tuy nhin, bn c th c c cm gic rng nhng phng php tip cn xut hin l thuyt v khng qu hu ch cho nhng ngi ang chun b cho mt s nghip vi mt cng ty marketing thc phm. iu khng ng s tht rng chng ch l l thuyt, nhng c cch tip cn khc marketing thc phm rt hu ch cho mt ngi qun l lm vic trong ngnh cng nghip thc phm. Qun l hot ng marketing l mt qu trnh m theo cc cng ty v cc t chc pht trin v thc hin cc chng trnh h tr h trong vic p ng ngi tiu dng v to ra li nhun. Cch tip cn vi m marketing thc phm nh th no i vi cc cng ty cnh tranh vi nhau v p ng cc c hi thay i ca th trng. Mt nh qun l hot ng marketing cho mt cng ty thc phm phi phn tch th trng, k hoch

cho tng lai, pht trin cc chin lc marketing thnh cng v tp trung ton b cng ty n lc p ng nhu cu v mong mun ca th trng. Cc khi nim v l thuyt qun l hot ng marketing thc phm s c pht trin trong sut cun sch ny. Ch c mt s t s c tho lun y. Mt nguyn tc quan trng ca marketing l cc cng ty nn "tm thy iu mnh mong mun v chn chng". Cc khi nim v marketing cho rng tt c nhng n lc ca cng ty nn hng ti p ng p ng khch hng ti mt li nhun nht nh. Cc cng ty nh hng th trng bt u k hoch sn xut ca h vi cu hi: Ngi tiu dng mun g? Nhng g chng ta c th thc hin c? Nguyn tc th hai ca marketing l khng phi tt c ngi tiu dng mun c cng sn phm nh nhau. Cc cng ty c th phn bit sn phm ca h bng nhiu cch khc nhau, v d, bng cch thay i cht lng, gi c, bao b, thng hiu, hoc bng cch cung cp dch v. S khc bit v sn phm l rt ph bin trong marketing thc phm. Nguyn tc th ba l ngi tiu dng khc nhau v th hiu v s thch ca h. Kt qu l, th trng c th c chia thnh cc nhm ngi tiu dng, c gi l phn khc th trng, ni m mi ngi chia s nhu cu v mong mun tng t nhau. Mi cng ty cn tp trung vo cc n lc marketing vo cc khc th trng mc tiu ca mnh, p ng tt nht mong mun ca khch hng. Cng ty thc phm pht trin v s dng cc chin lc marketing khc nhau cnh tranh s hp dn v p ng cc phn on th trng khch hng. Chin lc marketing hn hp ca cng ty, thng c gi l chin lc 4P, bao gm s kt hp ca cc chin lc v gi c, sn phm, xc tin hn hp v phn phi. Mi cng ty s pht trin mt chin lc marketing hn hp duy nht tn dng ngun lc ca mnh, thu ht khch hng trong th trng mc tiu v loi b i th ca mnh.

Cc la chn ca cng ty v th trng mc tiu v marketing hn hp c gi l chin lc marketing. Cch tip cn qun l hot ng marketing marketing thc phm rt hu ch trong vic tm hiu l do ti sao mt s cng ty thnh cng hn v c nhiu li nhun hn nhng cng ty khc. H p dng nhng nguyn tc marketing v p ng nhu cu khch hng tt hn so vi i th cnh tranh ca h. Kt qu l, mt s cng ty pht trin v thnh vng trong khi nhng cng ty khc nh tr hoc tht bi. Cch tip cn ny cng cung cp ci nhn su sc v l do ti sao cc nn kinh t th trng sn xut qu nhiu loi sn phm v c cc la chn thay th marketing khc nhau. Mt s cng ty c th chn mt chin lc gi thp trong khi cc cng ty khc nhn mnh gi cao - cht lng cao. Mt vi cng ty bn hng nhiu phin bn khc nhau ca cc loi thc phm ch bin, trong khi nhng cng ty khc ch bn mt sn phm chuyn bit. Mt s cng ty gn thng hiu cho sn phm ca h v nhng cng ty khc th khng. Mt cng ty c th qung b trn truyn hnh trong khi mt cng ty khc la chn pht phiu gim gi hoc tch im khi bn cc loi nguyn vt liu. Mt cng ty c th chn th trng cho sn phm thc phm ca mnh thng qua cc siu th, ca hng gim gi, nh hng, my bn hng t ng, danh mc th hoc trn internet. y l mt phn ca s tm kim cho mt chin lc marketing cnh tranh. Mc d p dng rng ri trong tt c cc nn kinh t th trng, nhng qun l hot ng marketing khng phi l khng c s ph bnh v n. N b buc ti khc nhau khi gy ra gi cao hn, la di ngi tiu dng, qu nhiu loi v trng lp, to thun li cho vic xem trng vt cht, c quyn, khai thc ti nguyn v cc hot ng phi o c khc. Chng ti s xem xt cc co buc chng li qun l hot ng trong ngnh cng nghip thc phm trong sut cun sch ny. Chng ti cng

s cn nhc xem chng chng li nhng ng gp tch cc rng cc chin lc qun l marketing c th p ng ngi tiu dng. PHN TCH HIU QU TH TRNG TRONG NGNH CNG NGHIP THC PHM Khng th nghin cu v cc h thng marketing thc phm trong thi gian di m khng a ra mt s nhn nh v n. C cnh tranh hay khng? C phi gi tng i c xc nh? Lm th no phc v tt nhng ngi nng dn v ngi tiu dng? N c th c ci thin khng? y l nhng cu hi v hiu qu th trng. Hiu qu th trng c nh ngha l h thng marketing thc phm hot ng nh th no cho tt p ng nhng g m x hi v nhng ngi tham gia th trng mong i n. Cc cu hi v hiu qu marketing thc phm tr nn ngy cng quan trng trong nhng nm gn y. nh gi hiu qu marketing t ra cu hi, chng ta mong i g v h thng marketing thc phm? y chng ta thy rng c nhiu mc tiu v thng xung t trong h thng marketing. Cc tha hip v cn bng l cn thit p ng mong mun ca nhng ngi tiu dng, nng dn v cc mc tiu x hi ca h thng ny. Hn th na, cht lng ca hiu qu th trng dao ng trn thang im t "tt" n "xu", v c nhiu vng mu xm hn so vi nhng phn quyt d dng. Ngoi ra, c v nh l gia tng cc tiu chun nh gi hiu qu th trng trong x hi chng ta. Mt cch bt u nghin cu v hiu qu marketing thc phm l ln danh sch mt s mi quan tm chung by t v ngnh cng nghip. Ngi tiu dng thng xuyn phn nn v gi lng thc tng cao v dao ng, cc hot ng marketing tn km nh s ng gi v siu th tr chi, c bit tiu th ht hng tn kho, thi k bun bn m c lp y bi nhng cngtenn thc phm v nhn hiu la o v

qung co. Nng dn ln ting nhng khiu ni khc: gim s lng ngi mua sn phm nng sn, gim cnh tranh trong cc ngun cung, nhng ngi mua ln kim sot v gi, s tht bi ca gi bn l v gi nng sn dch chuyn cng nhau, cc loi chi ph v gi marketing qu ln, u c gi, v gi di mc chi ph. Nhn chung x hi c th quan tm nhiu hn ti cc vn nh cc khu vc marketing thc phm to thm vic lm, s u t v tng trng kinh t, n nh gi c, tiu chun v cht lng ca cuc sng; s dng v bo tn ti nguyn v tng th sc mnh v s thnh vng ca nn kinh t nng thn. Vic nh gi hiu sut th trng i hi phi c bin php c th. Xu hng gi bn l thc phm v chi ph thc phm ca ngi tiu dng thng c s dng cho mc ch ny, nh mc v s n nh ca gi c nng sn v thu nhp. Chia s thu nhp ca ngi tiu dng chi tiu cho thc phm cng thng xuyn c thc hin nh l mt bin php ca ngnh cng nghip thc phm gp phn vo tiu chun v cht lng cuc sng. Gi bn l nng sn lan rng v s chia s ca nhng ngi nng dn trong vic s dng ng la cho thc phm l nhng bin php ph bin ca hiu sut th trng. Mi bin php c mt s gi tr v nhng hn ch trong cc php o v hiu qu marketing th thc phm, nhng khng ai ni ton b cu chuyn. Vic chm sc phi c thc hin trong vic s dng v gii thch ca h. Hiu qu th trng l mt khi nim phc tp. Tht l nguy him khi n gin ha n c trng ca th trng duy nht. "S ln mnh l ti t", thi xu l mt v d v iu ny. C phi s ln mnh ti t tn ti ngay trong chnh n, hay l hu qu ca s ln mnh m chng ta phn i? Nu sau ny, c cn thit mt s nhn dng gia s ln mnh v nhng hu qu khng mong mun? Khng c ch cho cuc tranh lun y. Li nhun l s o lng khc v hiu qu th trng gy tranh ci. Chng ta c th c mt ci nhn khc nhau v li

nhun nu chng ta nhn thy chng nh l phn thng cho hiu qu cao ch khng phi l chin li phm cha c hng ca cc cng ty c quyn. Nhiu cuc xung t gia cc tiu ch v hiu qu hin ngha l nhng tha hip phi c thc hin trong cc chnh sch cng cng ni m thit k ci thin hiu qu marketing thc phm. S cn bng phi xy ra gia nhng nhu cu v s bt mn ca tng nhm c lin quan. Khng chc chn rng tt c s khng hi lng vi h thng bao gi cng s c loi b, nhng iu ny khng phi l mt l do b qua kin ca cc nh ph bnh hoc ngng tm kim vic ci thin hiu qu th trng. S cn bng ca cc tiu ch ny thng xuyn b xo trn bi mt cng ngh mi, mt th tc mi v marketing, mt s thay i cc th trng, hoc thay i quyn lc chnh tr. V vy, vic phn tch hiu qu marketing thc phm l lnh vc nng ng v lun lun bin i. C gng o lng v nh hng n hiu qu th trng lm pht sinh thm mt cch tip cn khc phn tch th trng - l thuyt v t chc cng nghip. L thuyt ny cho rng hiu qu ca mt ngnh cng nghip c xc nh bi hai yu t: (1) c cu ca ngnh cng nghip (s lng v quy m ca cc cng ty, mc khc bit sn phm v iu kin gia nhp); v (2) hnh vi th trng (chin lc gi, chin lc sn phm v chin lc qung co ca cc cng ty). Mi quan h ny c s dng rng ri trong nghin cu th trng thc phm nhng nm 1960 v nm 1970 c tin hnh bi y ban Thng mi Lin bang (FTC), B Nng nghip M, v y ban quc gia v marketing thc phm. V d, cch tip cn ny d on l sc mnh c quyn, gi c v li nhun s c cao hn i vi cc ngnh cng nghip c s thng tr ca cng ty cao, s khc bit sn phm mnh m v ro cn gia nhp cao hn so vi cc ngnh cng nghip khng tp trung vi cc sn phm khng c nhn hiu v cc ro cn gia nhp thp. Mi quan h gia

c cu th trng hnh vi hiu qu l nguyn nhn c bn cc chnh sch th trng ca chnh ph v cc quy nh trong ngnh cng nghip thc phm. HIU QU MARKETING THC PHM Hiu qu trong ngnh cng nghip thc phm l tiu chun c s dng thng xuyn nht nh gi hiu sut th trng. Ci thin hiu qu l mc tiu chung ca nhng ngi nng dn, cc cng ty marketing thc phm, nhng ngi tiu dng v x hi. Hu ht cc thay i c xut trong marketing thc phm l hp l trn c s ca vic ci thin hiu qu. C mt khi nim ng nh rng hiu qu cao hn c ngha l hiu sut tt hn, trong khi gim hiu qu ng ngha vi vic hiu sut s km i. Hiu qu l tiu chun c nh gi l t l u vo trn u ra. V d, hiu qu ca my mc t ng c th hin l s dm (u ra) cho mi lt nhin liu (u vo). Hiu qu ca sinh vin c th c nh gi bi mc im s t c cho mi gi hc. Nhng t l hiu qu c th hin th hin bng vt cht hoc theo ng la. Khi ng la c s dng, khi nim hiu qu tr thnh t l ca cc li ch trn cc chi ph. Marketing thc phm c th c xem nh l mt h thng u vo trn u ra. Cc yu t u vo ca marketing bao gm cc ngun lc (lao ng, ng gi, my mc, nng lng v ) cn thit thc hin cc chc nng marketing. Cc yu t u ra ca marketing bao gm thi gian, hnh thc, a im v cc s hu tin ch khc cung cp s hi lng cho ngi tiu dng. Nh vy, cc ngun lc gm cc chi ph v tin ch l nhng li ch ca t l hiu qu marketing. Hiu qu marketing l s ti a ha t l u vo trn u ra ny. Cc chi ph u vo ca marketing ch n gin l s tng hp tt

c cc loi gi ca cc ngun lc c s dng trong qu trnh marketing. Tuy nhin, c nhiu tiu chun khng chc chn nh gi gi tr ca cc tin ch marketing i vi ngi tiu dng. iu ny lm cho kh xc nh t l hiu qu marketing khi n tng ln v khi n gim i. C l tiu chun tt nht nh gi s hi lng cc yu t u ra ca qu trnh marketing l gi m ngi tiu dng s phi tr trn th trng cho cc loi thc phm vi cc mc khc nhau ca cc tin ch marketing. V d, nu ngi tiu dng sn sng tr hn 3 xu/qu cam i vi nc cam hn l cam ti, theo cch suy lun ca chng ti th qu trnh x l cam ti vo nc p cam thm 3 xu cho tnh tin dng ti cam ti. T l hiu qu marketing c th tng ln theo hai cch. Bt k s thay i hot ng marketing lm gim cc chi ph thc hin cc chc nng m khng lm thay i cc tin ch marketing r rng s l mt s ci tin trong hiu qu marketing. Ngoi ra, nng cao cc tin ch u ra ca qu trnh marketing m khng lm tng cc chi ph marketing cng s tng hiu qu. Ci thin hiu qu hot ng lin quan n vic cc chi ph marketing c gim m khng nht thit nh hng n pha u ra ca t l hiu qu. V d, mt my mi tit kim sc lao ng c th lm gim chi ph sn xut nc cam p. Nhng v d khc v li ch ca hiu qu hot ng c th l mt s i mi, t tn km hn phng php x l v bo qun ng cc, mt thit k mi cho cc ca hng bn l sa trng hp ny lm gim cc chi ph v nng lng cho vic bo qun lnh, thng vn chuyn rau dip nh hn, hoc mt loi lp bao gi mi lm gim s h hng ca tht ng gi trong cc ca hng tp ha. Hiu qu hot ng thng xuyn c nh gi bi nng sut lao ng hoc u ra/1 gi lao ng. Bng 1.1 so snh cc xu hng v nng sut lao ng ca nng nghip, marketing thc phm v ton b cc thnh phn kinh t t nhn trong giai on 1970 1997 ca M. Do kt

qu ca s thay i cng ngh nhanh chng, nng sut lao ng trong nng nghip nhn chung tng nhanh hn trong cc lnh vc khc ca nn kinh t. Nng sut tng tht thng nht trong cc ngnh ch bin thc phm qua cc nm. Hiu qu hot ng trong lnh vc bn bun v bn l thc phm xp sau ch bin thc phm v nng nghip v c nhng kh khn hn trong vic c gii ha v t ng ha bn bun v bn l thc phm.
Bng 2.1 Nng sut lao ng trong nng nghip v marketing thc phm giai on 1970 1977 ca M

Lnh vc 1. Nn kinh t phi nng nghip 2. Nng nghip 3. Sn xut thc phm - Tht ng gi - Gia cm - Sa - Rau qu - Cc sn phm bt ng cc - Cc sn phm bnh - ng 4. Cc ca hng bn l thc phm 5. Cc a im n

% thay i bnh qun hng nm ca u ra/1 gi lao ng 1970 1980 1980 1991 1991 1997 1.4 4.1 1.7 3.2 1.8 3.8

3.3 3.0 5.5 2.4 2.8 0.7 1.5 -0.7 -0.1

1.3 3.4 3.6 1.6 3.7 0.9 1.2 -1.2 -0.1

-0.2 2.2 0.6 2.1 2.2 1.6 2.3 -1.1 0.3

ung (Ngun: Cc thng k lao ng M) Trn thc t, c hai t s v mu s ca t l hiu qu tip th thng xuyn thay i cng lc. Nhiu s thay i cc chi ph ca marketing nh hng n s hi lng ca nhng ngi tiu dng v nhng n lc gia tng cc tin ch marketing thng nh hng n

cc chi ph marketing. Nh vy, mt thc t mi trong marketing cho rng gim cc chi ph nhng iu cng lm gim s hi lng ca ngi tiu dng c th lm tng hoc gim t l hiu qu. Bi cc du hiu nh vy, cc chi ph marketing cao hn c th lm tng hiu qu marketing nu kt qu tng ng trong cc tin ch marketing tng hn. Mt nh gi ng n v bt k s thay i no ca marketing i hi phi xem xt tc ng ca n i vi c t s v mu s ca t l hiu qu. Phi t c s thng nht gia hiu qu hot ng v s hi lng ca ngi tiu dng gii thch nhng kh khn gp phi trong vic ci thin hiu qu marketing thc phm. V d, khng phi l vic kh khn cc chi ph marketing thc phm thp hn bng cch gim s a dng ca cc sn phm v nhn hiu thc phm, loi b bao gi hoc gim bt s lng hnh thc kim tra thc phm bo qun. Vn l ti mt s thi im kt qu t c ca nhng hnh ng ny gy ra mt mt ln v s hi lng ca ngi tiu dng hn l bi thng bng cch gim cc chi ph marketing v gi c tiu dng. Sau , mt nhim v quan trng ca h thng marketing thc phm l t c s cn bng thch hp gia chi ph marketing v s hi lng ca ngi tiu dng. Hiu qu gi l mt hnh thc th hai v hiu qu marketing. N cp ti kh nng ca h thng th trng t hiu qu phn b ngun lc v phi hp ton b qu trnh marketing v sn xut thc phm ph hp vi nhng yu cu ca ngi tiu dng. Hiu qu gi khng hon ho khi gi khng (1) y i din cho cc s thch ca ngi tiu dng; (2) s dng trc tip cc gi tr ngun lc t thp ti cao; hoc (3) phi hp cc hot ng mua bn ca nng dn, cc cng ty marketing v ngi tiu dng. Mc tiu ca hiu qu gi l phn b hiu qu ngun lc. Cnh tranh ng vai tr quan trng trong vic thc y hiu qu gi. Cc cng ty marketing cnh tranh c li cho ngi tiu dng bi vic

gim cc chi ph marketing v tng hiu qu hot ng bt c ni no c th. ng thi, c p lc cnh tranh cho cc cng ty c thm tin ch cho cc loi thc phm gia tng li ch ng gp cho th trng phc v cho s thch ca ngi tiu dng. Thng xuyn c nhng xung t gia cc loi hiu qu ny. V d, mt cng ngh mi pht trin c th ci thin hiu qu hot ng ca mt cng ty v cho php n pht trin rt ln. Tuy nhin, s tng trng ny c th lm gim s lng cc cng ty v cnh tranh trong ngnh cng nghip, qua lm gim hiu qu gi. Hoc, mt yu cu bt buc sn phm phn cp nng cao hiu qu gi c th gia tng cc chi ph trong ngnh cng nghip v do gim hiu qu hot ng. Tng t nh vy, pht trin s a dng ca cc sn phm v thung hiu nng cao s hi lng ca ngi tiu dng c th p t cc chi ph cao hn cho ngnh cng nghip. Nhng s khc bit hiu qu nh vy gp thm nhng kh khn xung quanh nhng c gng ci thin h thng marketing thc phm. Bi v lin quan n c hi li nhun nn c mt s u tranh thng xuyn trong ngnh cng nghip thc phm gia cc chin lc v k thut marketing hiu qu hn v t hiu qu. Cc kin thc v thc tin marketing hiu qu hn c xu hng thay th cc thc tin km hiu qu rt hu ch trong vic thay i nhng d on v hiu bit trong h thng thc phm. NGI TIU DNG V MARKETING THC PHM Ngi tiu dng l ngi cai tr v iu phi tng th cc hot ng marketing trong nn kinh t th trng. Mc tiu ca h thng thc phm l p ng ngi tiu dng. Cc cng ty marketing thc phm v cc nh sn xut thc phm phc v nh l mt phng tin hng ti mc tiu cui cng ny. Khng nhn ra tnh u vit ca s thch ngi

tiu dng trong h thng kinh t dn n s sp ca nhiu cng ty v thm ch ton b ngnh cng nghip. Quan im cho rng tt c cc hot ng kinh doanh v marketing hng n s hi lng ca ngi tiu dng c gi l hc thuyt v ch quyn ca ngi tiu dng. Tuyn b, "ngi tiu dng l vua", iu ny minh ha cho hc thuyt. Ngi tiu dng thc hin ch quyn ca h trong cc ngnh cng nghip thc phm bng cch b phiu bi ng la ca h, khen thng ca cc cng ty v cc hot ng m lm vui lng h v gi li s chp thun t nhng ngi khc. Ngi tiu dng thc phm thc s c ch quyn hay khng? Hc thuyt v ch quyn ca ngi tiu dng din ra cng vi s m t v quy nh kinh t cho ngnh cng nghip thc phm. Nhng u i cho ngi tiu dng v b phiu ng la l mt nh hng mnh m n nhng ngi sn xut thc phm v cc cng ty marketing. Mt s khu vc ca h thng thc phm nhy cm hn v p ng tt hn nhng ni khc lm thay i mong mun ngi tiu dng. Nhng khng c cng ty hoc ngnh cng nghip no hon ton c th b qua nhng mong mun trong thi gian di m khng c nguy him. Nhng ngi ch bin thc phm c th thch c chua vung bi v h s d dng hn trong vic thu hoch, ng gi v x l, nhng nu ngi tiu dng thch c chua trn hn, chng ta s c nhng qu c chua trn. Nhng chuyn gia dinh dng c th thch bt v ng cha tinh ch bi v gi tr dinh dng ca chng, nhng chng s tht bi trn th trng nu ngi tiu dng mun dng bt v ng "trng". Ngi tiu dng c th thch trng mu trng hn trng mu nu mc d theo khng nh ca ngnh cng nghip th chng c gi tr dinh dng tng ng nhau. Tuy nhin, trng trng s c bn v trng mu nu s c chit khu, tt nhin, New England, ni m trng nu c a thch hn mu trng! Ngi tiu dng c th khng hp l, thiu hiu bit hay thay i

tht thng trong quan im v quyt nh ca mnh, nhng nh cc v vua, h tun theo bi s thnh cng ca cc cng ty. iu ny khng phi l ni rng tt c cc cng ty lm theo mt cch th ng theo thch ca mi ngi tiu dng. Thng qua qung co, ng gi, thit k sn phm, bn hng, v cc chin lc marketing khc nhiu cng ty c gng ging gii, nh hng v thuyt phc ngi tiu dng trong cc quyt nh mua hng ca h. Nhng qung co v cc chng trnh xc tin bn hng tn km tm cch thuyt phc ngi tiu dng a thch mt ca hng, mt sn phm, hay mt thng hiu khc. Trong phm vi no , nhng n lc ny thnh cng trong vic thay i s thch v thay i quyt nh ca ngi tiu dng, ngi tiu dng s mt i mt mc ch quyn no . Kt qu l, cc cng ty hot ng km hiu qu vi cc sn phm c cht lng thp v gi cao c th t c mt s quyn t do t bn cht k lut ca ng la ca ngi tiu dng. Tuy nhin, cui cng l s cnh tranh s lm vic vi cng ty rng khng phi ch cung cp gi tr ch thc cho ngi tiu dng bng cch "tm kim mong mun v lp y chng". Ch quyn ca ngi tiu dng khng m bo rng ngi tiu dng thc phm s lun lun c x v chnh bn thn h hoc v li ch cng cng. Tht vy, sn xut v marketing nhng g ngi tiu dng mun c th dn n s suy gim mc dinh dng ra khi ch n ung, hoc cch thc tiu dng c lin quan vi bo ph, bnh tim, v cc vn khc lin quan n ch n ung. L do v vic t ngi tiu dng lm trung tm cho cc quyt nh ca ngnh cng nghip thc phm l khng c s phn xt no chp nhn c ca nhng quyt nh ny. Cm t de gustibus non est disputandum (lm nhng g hi lng khng phi l m h) p dng y. Ngi tiu dng l nhng ngi duy nht c ci nhn su sc vo s thch ring v gi tr ca chnh h. n gin l khng th chp nhn c cc quyt nh v nhng g lm vui lng ngi

tiu dng i vi nhng chuyn gia dinh dng khc, cc nh khoa hc v thc phm, nhng ngi nng dn hoc bt c ai khc. Tt nhin, thm ch chng ta c th c gng ging gii cho ngi tiu dng h a ra quyt nh mua hng khn ngoan. Tuy nhin, khi tt c c ni v lm, s thnh cng cui cng ca cc quyt nh v vic sn xut v marketing thc phm xoay quanh cc s la chn ca ngi tiu dng, khng c vn no l khng hp l, ri ro c tm thy, hay l chng thay i. Hc thuyt v ch quyn ca ngi tiu dng ph thuc vo ba iu kin c bn. u tin, ngi tiu dng phi c cung cp cc la chn thay th thc s t c c la chn. Nu tt c cc la chn v sn phm ging nhau hoc ch khc nhau khng ng k, th s t do la chn ca ngi tiu dng l mt o tng. Th hai, ngi tiu dng phi c thng tin ng tin cy v chnh xc trong hp ng c cc la chn chnh xc ph hp vi sn phm c sn vi cc u i. Qung co, ng gi, ghi nhn la di hoc gy hiu lm ph hoi ch quyn ca ngi tiu dng. Cui cng, gi ca tt c cc loi thc phm phi phn nh y tt c cc chi ph t nhn v x hi ca sn xut v marketing cc loi sn phm. Nu ngi tiu dng thch nhng thc n c chi ph t tin tc ng n mi trng hoc p t cc chi ph y t hoc nng sut cao vo nn kinh t, th s la chn ca h khng nht thit phi phi hp vi sn xut thc phm v cc quyt nh marketing mt cch tho ng. Ni chung, khi cc iu kin hc thuyt v ch quyn ca ngi tiu dng b hn ch, s xut hin s can thip ca x hi thng qua cng c ca Chnh ph. Tuy nhin, c ng k cc bt ng v mc nghim trng ca nhng vn ny trong ngnh cng nghip thc phm v mong mun gii quyt chng thng qua s can thip ca Chnh ph. Cc cng ty marketing thc phm gp phn vo ch quyn ca ngi tiu dng khi h thc hnh cc khi nim v marketing. Trit l

ny cho rng cc chc nng quan trng nht ca mt ngnh cng nghip hay cng ty l p ng li nhun ca ngi tiu dng v mc tiu ny ch o tt c cc hot ng ca cng ty khc, bao gm sn xut, ti chnh, phn phi, ng gi v cc quyt nh khc. Khi nim v marketing l trit l kinh doanh th ba lin tip ca cuc Cch mng cng nghip. u tin v sm nht l nh hng sn xut ca ngi thit k - Nhng g chng ta c th lm? Tip theo l nh hng bn hng - Lm th no chng ta c th bn nhng g chng ta lm? Ngc li, nh hng marketing c minh ha bng cc cu hi, ngi tiu dng mun lm g, v lm th no chng ta c th p ng nhng mong mun mang li li nhun ? Trong ngnh cng nghip thc phm, nh hng ny lin quan n mt s thay i chuyn trng tm t maketing nhng g ngi nng dn sn xut sang vic tm ra nhng g ngi tiu dng mun, v sau sn xut lp y mong mun . S thay i trong trit l kinh doanh cn chm v tinh t. Mt trong nhng kt qu ca s thay i c cung cp cho marketing nhng hot ng ca cc cng ty c tip xc gn nht vi ngi tiu dng - ni bt hn trong cng ty. Cc ngha a trong kinh doanh c lp y nhng ngi c gng bn mt sn phm "khng th b l", nhng ngi khng cm nhn mt s thay i trong s thch ca ngi tiu dng, ngi sn xut mt sn phm t tin hoc gi r ni m n thiu mt th trng c li nhun, hoc nhng ngi u tin sn xut mt sn phm v sau i tm kim mt th trng. Khng phi tt c nhng ngi nng dn v cc cng ty marketing thc phm ng k vi cc khi nim marketing. Mt s nh sn xut tht ln tip tc tn ti trong vic marketing cc loi tht ln m mc d s thch ca ngi tiu dng chuyn sang loi tht ln nc v th trng cho m ca ln v ng vt b t chi. Trong nhiu nm qua, ngnh cng nghip sa t chi sn xut b thc vt, mc d ngi tiu dng ngy cng tng

tiu dng b thc vt thay th cho b. V nhiu nhm ngnh cng nghip thc phm chi hng triu la nhng khng thnh cng trong vic qung co cc loi thc phm vi xu hng nhu cu tiu dng suy gim. XU HNG V CC VN CA MARKETING THC PHM Thay i v iu chnh l nhng du hiu ca ngnh cng nghip thc phm nng ng. Mt s xu hng i din cho vic iu chnh ca cc cng ty cng nghip thc phm vi iu kin th trng thay i v cng ngh mi. Cc xu hng khc c th c khi ngun t nhng n lc ca cc cng ty t c li th cnh tranh v kinh t trn th trng. Tuy nhin, cc xu hng khc l kt qu ca chnh sch cng cng c thit k thc y hot ng th trng tt hn trong ngnh cng nghip thc phm. Bt c iu g cng u c ngun gc ca chng, nhng xu hng th trng nh hng n nng dn, ngi tiu dng thc phm v li ch cng cng. Thng thng, thay i to ra c chi ph v li nhun. Ngy cng c nhiu mi quan tm ti chi ph v li ch ca vic thay i b my marketing thc phm. Cc xu hng v cc vn chnh c tho lun chi tit hn trong sut cun sch ny. Vi nhn xt ngn gn, chng c th c tm li thnh bn lnh vc: (1) Cc vn t chc v cnh tranh; (2) cc vn v iu phi v kim sot; (3) cc vn v marketing ca nng dn, v (4) cc vn quan tm n ngi tiu dng v cng chng.
CC VN V T CHC V CNH TRANH

Mt phn ca h thng marketing thc phm c rt t v ng l cc cng ty ln. Bng cch so snh "s to ln khc thng" ny vi vic tp trung s quan tm n dng chy thc phm ca nhng ngi nng dn v ngi tiu dng l tng i nh v cha c t chc. Ngi M

 mt lng tin vo s ln mnh v quyn lc kinh t tp trung, mc d h nhn ra rng mt s hiu qu c th l kt qu ca cc t chc ln. Hi nhp v a dng ha l hai xu hng lin quan ti nhau trong t chc th trng. Cc tp on thc phm a quc gia v a ngnh c thm mt chiu hng mi cnh tranh trong th trng thc phm. cng l mt xu hng sp nhp ca cc cng ty thc phm tng t nhau v mt s kt hp ca cc cp marketing thc phm v cc chc nng trong mt cng ty duy nht. Khi cc cng ty marketing thc phm nm quyn kim sot mt s quyt nh nng nghip, nng dn c th mua bn t do v c lp trong vic ci thin gi c v thu nhp. Cc m hnh dng chy ca thc phm trong cc knh marketing cng ang thay i. Vic phn cp marketing thay th cc th trng thc phm trung tm truyn thng trong qu kh ng mt vai tr quan trng trong vic nh gi, tiu chun ha v trao i sn phm. Kt qu l, nng dn ang bn trc tip sn phm ca mnh cho nhng ngi mua ln v ang c gng t c kim sot tt hn ln lt v s lng, lu lng v cht lng ca sn phm nng nghip. iu ny bt ngun t m hnh marketing truyn thng thay i ln trong cch thc ngi nng dn a sn phm ca h ra th trng ngy nay. Lm th no c nhng xu hng nh hng n bn cht ca cnh tranh trong th trng thc phm? C phi s cnh tranh gia mt vi ci tt hn hoc ci xu hn l so vi s cnh tranh gia s ng? C phi vic phn cp, hp ng cc th trng nh l cnh tranh vi nhng ngi tin nhim ca h? C phi nguyn tc cnh tranh y trong h thng marketing thc phm mi m bo kt qu v s hiu qu v cng bng cho tt c cc bn tham gia th trng? y l nhng cu hi quan trng hi v cc xu hng t chc trong marketing thc phm.
CC VN V IU PHI V KIM SOT

C mi quan tm cho rng nhng xu hng t chc c th thay i qu o kim sot v cn bng quyn lc trong ngnh cng nghip thc phm. iu ny lm gia tng cc vn v t do, tip cn vi cc th trng v quyn lc kinh t. Cc cu hi: Ai s kim sot nn nng nghip? v Ai iu hnh ngnh cng nghip thc phm? tip tc l mi quan tm ca cc chnh sch cng. Vic ng ca v s thng tr ca cc th trng thc phm bi cc cng ty marketing c bit e da n nhng ngi nng dn. Hin c mt s suy gim vai tr iu phi ca gi c trong ngnh cng nghip thc phm. iu ny lin quan n mt s tch bit ca gi cc sn phm trao i, s thay i ca qu trnh gi c di nh sng ca th trng cng cng n b mt ca cc cuc m phn ring, v s phn chia gi t nhng chi ph ln, cc cng ty a sn phm. Kh nng ca gi c thc hin vai tr th trng truyn thng ca chng theo nhng iu kin ny l mt cu hi c t ra, v tc ng ca la chn kinh t phi hp vi cc thit b ang c tranh lun. Mi quan tm y l hiu qu v cng bng ca th trng thc phm. Nu khng c cc du hiu v gi ca th trng truyn thng, chng ta c th chc chn rng cc hiu qu hot ng ginh chin thng trn nhng hot ng km hiu qu hn? Chng ta c th t tin rng ng la thc phm ca ngi tiu dng c phn b mt cch cng bng gia nhng ngi nng dn v cc cng ty tip th thc phm khng?
CC VN V MARKETING CA NNG DN

C mt h ngn cch rng v ngy cng tng gia nhng ngi nng dn v h thng marketing thc phm. S tng quan gia s lng v quy m ca hai khu vc ny cha chc lm cho chng cng mt pha, mc d c s ph thuc ln nhau gia chng. l l do t hi liu ngi nng dn c lp c th tn ti v pht trin thnh vng trong

ngnh cng nghip thc phm mi m khng quan tm ti hiu qu ca sn xut nng nghip. C mt mi quan tm ngy cng tng v v tr ca nng dn trong s thay i ca ngnh cng nghip thc phm. Mt trng phi t tng tin rng nng dn phi tr ln ln mnh v nh hng th trng nh cc tp on thc phm ln. Nhng trng phi khc th lp lun rng cc cng ty marketing thc phm cn b ph v, hoc lm cho chng hot ng ging nh cc n v cng ty nh, nhm thit lp mt s ngang bng v kh nng thng lng gia nhng ngi nng dn v cc cng ty marketing. Mt s la chn th ba thc y hot ng nhm nng dn thng qua cc hp tc x, hip hi thng lng v cc t chc khc, vi mt n lc duy tr c cu hin ti ca nng nghip v cung cp cho nng dn s chng c vi quyn lc th trng. Cc xu hng ca ngnh cng nghip thc phm to ra cc vn marketing khc ca nng dn. Trong mt s trng hp, nng dn c t c hi tham gia th trng hn trc y. Nng dn cn thng tin th trng nhiu hn v tt hn thc hin qu trnh sn xut v ra cc quyt nh marketing. H cng cn cc chng trnh ging dy nh k tm hiu v cc cch thc v s la chn th trng mi. Nng dn cng ngy cng ku gi cung cp u vo qu trnh hoch nh chnh sch cng cng, ci m nh hng n gi c, th trng v cc quy nh.
CC VN V NGI TIU DNG

Cc hot ng ca ngi tiu dng nh hng n ngnh cng nghip thc phm theo nhiu cch. Cc chng trnh v thng tin nh n v gi c, s tht trn bao b, vic ghi nhn gi tr dinh dng, vic m m s nin i v tng t nh vy, minh ha cho cc nh hot ng vi vai tr l ngi tiu dng c gi nh trn th trng. V d tng t c th c trch dn trong cc lnh vc an ton thc phm, dinh dng trong cng ngh sinh hc, cc cp hng, cc tiu chun v s lnh

mnh. Ngi tiu dng cng tr nn c lin quan n chnh sch nng nghip, chng hn nh chnh sch h tr xut nhp khu, gi c v thu nhp v pht trin nng thn. "Hy ngi mua cn thn" r rng khng phi l mt trit l thch hp cho cc ngnh cng nghip thc phm hin nay. Nhng vai tr thch hp cho ngi tiu dng trong qu trnh ra quyt nh ca ngnh cng nghip thc phm l g? Ch quyn ca ngi tiu dng v hiu qu v s tin ch xung t l trung tm ca mi quan tm ca ngi tiu dng vi cc ngnh cng nghip thc phm hin i. Cc lnh vc marketing thc phm l gia tng nh hng v, nh c th nhn thy trong s nhn mnh vo sn phm mi, ng gi, qung co v khuyn mi. Cc ng minh ca n l cc nh khoa hc v k s thc phm, cc chuyn gia ng gi v cc c quan qung co. Nhng ngi tiu dng ang tm kim mi trng thch hp cho vic cung cp cc quyn t do cn thit v u i pht trin sn phm mi v cc chng trnh th trng v mi trng php l cn thit m bo rng nhng n lc ny l v li ch cng cng. Ngi tiu dng s ngy cng c tham gia nhiu vo ngnh cng nghip thc phm, khng ch l mt ngi mua cui cng m cn l ngi iu chnh v son tho k hoch ca cc quyt v th trng. Trong tng lai, cc vn v chnh sch thc phm cng cng s c hon thin hn trn mt b mt rng ln cc kin cng chng so vi trong qu kh. TM TT C nhiu cch tip cn hu ch nghin cu marketing thc phm.Mi loi cung cp mt ci nhn c o v h thng v qu trnh marketing thc phm. Phng php tip cn chc nng nhn mnh n "ci g" ca marketing, phng php tip cn th ch nhn mnh n "ai"; v phng php tip cn h thng hnh vi phn tch cc qu trnh u vo u ra, mi quan h quyn lc, thng tin lin lc v k thut thch

ng vi nhng thay i trong h thng marketing. Phng php tip cn qun l marketing cho chng ta bit l do ti sao v lm th no cc cng ty pht trin cc chin lc marketing cnh tranh. Ba c im quan trng ca cc chc nng marketing l chng tng thm gi tr cng nh chi ph cho cc sn phm nng nghip, chng rt kh loi b v sp xp cc chc nng trong h thng marketing c phn linh hot. Mt cch tip cn a chiu nh gi hiu qu trong ngnh cng nghip thc phm l cn thit. Thng xuyn tha hip gia cc tiu ch hot ng ca th trng l cn thit. Hiu qu th trng c o nh l mt t l cc tin ch marketing trn cc chi ph marketing. Hiu qu th trng c th c o bng nhng thay i trong hiu qu hot ng v hiu qu gi c. Cc hc thuyt v ch quyn ca ngi tiu dng v khi nim th trng cng nhn vai tr chnh ca s thch ca ngi tiu dng trong vic phi hp trang tri v cc quyt nh marketing thc phm. Mt s xu hng t chc v cnh tranh lm tng mi quan tm v hiu qu ca cc th trng thc phm. THUT NG V CC KHI NIM QUAN TRNG i l trung gian H thng hnh vi Ngi hng hoa hng Ch quyn ca ngi tiu dng S phn cng lao ng Quy m ca nn kinh t H thng u vo u ra Hnh vi th trng Thng tin th trng Hiu qu th trng Phn on th trng

Cu trc th trng Khi nim marketing Chc nng marketing T chc marketing Qun l marketing Marketing hn hp Chin lc marketing Phn cc trung gian Hiu qu hot ng Hiu qu gi S khc bit sn phm Chp nhn ri ro Nghin cu v giao dch v cc loi chi ph Chuyn mn ha Trung gian u c Tiu chun ha Mc tiu marketing CU HI THO LUN 1. Bn c th ngh n bt k hot ng marketing thc phm no khc khng c trong danh sch cc chc nng marketing c cung cp trong chng ny? 2. Nhn xt v ngha ca li tuyn b, "Bn khng th loi b trung gian. Trong nhng trng hp no trung gian c th c loi b? Hy cho mt v d. 3. Lm th no nhng ngi nng dn v ngi tiu dng quyt nh cc chc nng marketing thc hin cho chnh mnh? 4. Ti sao c rt nhiu loi t chc marketing thc phm khc nhau?

5. Cho v d quen thuc v nhng thay i trong hiu qu hot ng trong ngnh cng nghip thc phm. 6. Nhng l do phn cc trung gian trong x hi ca chng ta l g? 7. Nhng tiu chun nn c s dng trong vic nh gi hiu qu ca h thng thc phm l g? 8. Ch quyn ca ngi tiu dng thc phm c th hin nh th no? Ch quyn ca h tng hay gim? 9. Ngi tiu dng thc s c ch quyn khi mt s sn phm gy nghin, gy tn hi cho sc khe v khi cc doanh nghip chi hng triu la thuyt phc ngi mua sm mt sn phm tt hn so vi nhng sn phm khc? TI LIU THAM KHO Manchester,A.C. (1992), Rearranging the Economic Landscape: The Food Marketing Revolution, 1950 1991, Agricultural Economic Report No.660.Washingtn,D.C: U.S Department of Agriculture.