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MARKETING CN BN
Ging vin: Nguyn Huyn Minh Khoa Kinh t v kinh doanh quc t B310, i hc Ngoi thng Email: baigiangmkt@yahoo.com
LP CN4 QTKD
Gio trnh (yu cu c trc khi ln lp): Marketing l thuyt (H Ngoi thng), PGS. TS. L nh Tng (ch bin), NXB Gio dc, 2000.
LP CN4 QTKD
nh gi kt qu hc tp: iu kin d thi: c mt t nht 3/4 ln im danh im chuyn cn: 10% (tnh trn 4 ln im danh) Kim tra gia k: 30% Thi kt thc hc phn: 60% im thng trong qu trnh tho lun v xy dng bi ging trn lp: ti a 1 im, tnh vo im trng s 30%.
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1.1. Mt s nh ngha: - AMA (1960): Marketing l vic tin hnh cc hot ng kinh doanh nhm hng cc lung hng ha v dch v t ngi sn xut v pha ngi tiu dng.
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1. Khi qut chung 1.1. Mt s nh ngha: - Philip Kotler (1967): Marketing l mt hot ng ca con ngi nhm tha mn nhu cu v mong mun thng qua trao i.
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1.2. Bn cht ca Marketing: - L mt h thng cc hot ng v gii php ca doanh nghip, xut pht t th trng v nhm tha mn nhu cu ca th trng, qua t mc tiu kinh doanh
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2. Cc khi nim c bn
7 khi nim c bn: - Nhu cu - c mun - S cu, lng cu - Sn phm - Trao i - Giao dch - Th trng
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2. Cc khi nim c bn
2.1. Nhu cu: - L cm gic thiu ht mt ci g m con ngi cm nhn c - Nhu cu c th xut hin v c p ng, c th xut hin nhng cha c p ng, cng c th cha xut hin - Khi nhu cu cha c p ng th ngi ta thng tm kim i tng c kh nng tha mn nhu cu
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2. Cc khi nim c bn
2.1. Nhu cu: - Nu quan tm n nhu cu ca NTD theo quan im Marketing, DN cn p ng tt nht nhu cu ca h ginh im trc i th v c NTD tin tng, la chn - Tha mn nhu cu l tng ci ngun ca Marketing.
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2. Cc khi nim c bn
2.1. Nhu cu: Th bc nhu cu theo Maslow
Nhu cu t khng nh Nhu cu c tn trng Nhu cu giao tip x hi Nhu cu v an ton Nhu cu tm sinh l
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2. Cc khi nim c bn
2.2. c mun: - L s hng ti nhu cu c th. chnh l vic ngi ta lm g tha mn nhu cu ca mnh - Theo Philip Kotler, khi mt c nhn gn nhu cu vi mt vt c th th cho thy l mnh c mt c mun
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2. Cc khi nim c bn
2.2. c mun: - c mun cng rt a dng, phong ph. chnh l nhu cu c dng c th, tng ng vi trnh vn ha, li sng, thi quen v nhn cch ca c th.
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2. Cc khi nim c bn
2.2. c mun: - Khi pht sinh nhu cu, c mun s xut hin v chnh c mun s ko theo ng c lm mt vic g tha mn nhu cu. Nh vy, bt c ai, khi lm bt c vic g cng u c ng c ca mnh. Trong Marketing, ch yu nghin cu ng c mua hng ca khch hng l c nhn hay t chc.
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2. Cc khi nim c bn
2.3. Lng cu: - c mun ca con ngi hu nh v hn nhng kh nng thanh ton li c hn. Khi c mun b gii hn bi kh nng thanh ton th l s cu, hay lng cu.
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2. Cc khi nim c bn
2.3. S cu, lng cu: - Nh vy, s cu l sc mua c th ca hng ha, dch v, l biu hin c th ca vic tha mn nhu cu thng qua vic tiu th sn phm - Khc vi nhu cu ch mang tnh cht tm sinh l t nhin, cu l khi nim kinh t v c th lng ha c.
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2. Cc khi nim c bn
2.4. Sn phm: - Sn phm l tt c nhng g c th tha mn c nhu cu hay c mun ca con ngi. - Khi xut hin nhu cu, con ngi s tm cch tha mn nhu cu y thng qua cc sn phm. Tuy nhin, khng phi tt c cc sn phm trn th trng u c kh nng p ng hon ton nhu cu.
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2. Cc khi nim c bn
2.5. Trao i: - L hnh vi nhn c mt vt g cng vi vic cung cp mt vt khc thay th - Marketing tn ti trong trng hp m con ngi quyt nh vic p ng nhu cu v c mun thng qua trao i
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2. Cc khi nim c bn
2.5. Trao i: - Trn thc t, trao i ch l 1 trong 4 phng thc theo cc c nhn ring bit c th nhn c nhng vt m mnh mong mun (t bo m, chim ot, cu xin, trao i), nhng li l phng thc c nhiu u im nht nn c s dng ph bin nht
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2. Cc khi nim c bn
2.5. Trao i: - 5 iu kin tin hnh trao i t nguyn (xem GT tr.10,11). Vn dng trong kinh doanh: sn phm cho bn phi p ng nhu cu ca NTD, vic cung ng phi lun sn sng, ngi mua c t do la chn, quyt nh v DN cn to ra v phi gi c nim tin ca khch hng.
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2. Cc khi nim c bn
2.6. Giao dch: - Giao dch l cuc trao i nhng vt c gi tr gia cc bn lin quan. - Nu trao i l khi nim c bn ca Marketing th giao dch l n v o lng c bn v c th ca trao i. - Nhn chung, mt giao dch bao hm s tha thun v cc ch th, i tng, cc iu kin, thi gian v a im giao dch.
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2. Cc khi nim c bn
2.7. Th trng: - L tp hp khch hng, bao gm nhng ngi mua hin ti v nhng ngi mua tim tng i vi 1 sn phm, tc l hi 3 yu t: c c mun, c kh nng v c mong mun trao i - Ngi lm Marketing nn hiu n gin th trng l ni c nhng nhu cu cn c p ng
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3. Cu trc tng th 3.1. Cc thnh phn c bn (1): - Sn phm: c tnh, cht lng, chng loi, mu m, kiu dng, kch c, bao b, nhn mc, thng hiu, bo hnh, dch v sau bn hng - Gi: bng gi, gi nim yt, gim gi, chit khu, iu kin thanh ton, iu kin tn dng
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3. Cu trc tng th 3.1. Cc thnh phn c bn (2): - Phn phi: Knh phn phi, la chn im bn, o to nhn vin, trng by hng ha, qun l kho bi, vn chuyn, logistics - Xc tin: Qung co, PR, hi ch trin lm, Marketing trc tip, xc tin bn, vn minh thng mi
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3. Cu trc tng th
3.2. Marketing hn hp: - Marketing-Mix (4Ps) l s vn dng nhun nhuyn v kt hp hi ha c 4 thnh phn c bn (sn phm, gi, phn phi, xc tin) t hiu ng tt nht ln th trng mc tiu ca doanh nghip.
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4. Qu trnh pht trin 4.1. Quan im hon thin sn xut: - Theo quan im ny, NTD s c thin cm hn i vi nhng mt hng c bn rng ri vi gi c phi chng - Cc DN cn tp trung vo vic nng cao hiu qu sn xut (high production efficiency) v m rng h thng phn phi (wide distribution coverage).
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Doanh nghip
Xut pht im
Sn phm
i tng quan tm ch yu
N lc bn hng & XT
Phng tin t mc tiu
Th trng mc tiu
Nhu cu KH
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Quan im Marketing o c x hi
p lc
NTD
p lc
DN
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MI TRNG MARKETING
1. 2. 3. 4. Khi qut chung Mi trng bn trong Mi trng bn ngoi Mi quan h gia cc yu t mi trng Marketing
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1.1. Khi nim: - Mi trng Marketing l tp hp cc yu t c th gy nh hng n hot ng kinh doanh ca doanh nghip trn th trng.
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1.2. Phn loi: - Cn c vo phm vi tc ng: mi trng vi m, mi trng v m; mi trng quc gia, mi trng quc t. - Cn c vo kh nng kim sot ca DN: mi trng bn trong, mi trng bn ngoi.
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2. Mi trng bn trong
2.1. Khi nim: - L cc yu t ch quan, ni ti m doanh nghip c th kim sot c. - Bao gm 4 yu t c bn: mi trng ti chnh, mi trng cng ngh, mi trng nhn s v vn ha doanh nghip.
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2. Mi trng bn trong
2.2. Mi trng ti chnh: - Tnh hnh ti chnh - Vn t c, vn i vay - Kt qu kinh doanh (l, li) - Cc t sut lin quan n vn, li nhun, u t
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2. Mi trng bn trong
2.3. Mi trng cng ngh: - Hin trng my mc thit b - Trnh cng ngh sn xut - Chin lc R&D
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2. Mi trng bn trong
2.4. Mi trng nhn s: - Trnh qun l, nghin cu - Tay ngh cng nhn - Chin lc tuyn dng, o to, s dng v pht trin ngun nhn lc
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2. Mi trng bn trong
2.5. Mi trng vn ha doanh nghip: - H thng cc chun mc v gi tr v vt cht v tinh thn quy nh mi quan h, thi v hnh vi ng x ca tt c cc thnh vin trong doanh nghip, cng nh gia doanh nghip vi bn ngoi, to nt ring c o v l sc mnh lu bn ca doanh nghip trn thng trng.
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2. Mi trng bn trong
2.5. Mi trng vn ha doanh nghip: - Quan im nh hng pht trin, trit l kinh doanh - H thng k hiu, biu trng - Tp tc, thi , hnh vi ng x - K lut lao ng, t chc, ti chnh - Truyn thng v cc tp tc bt thnh vn khc
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3. Mi trng bn ngoi
3.1. Khi nim: - L cc yu t khch quan, chi phi hot ng ca doanh nghip. - Doanh nghip khng nhng khng th kim sot c, m cn phi theo di, nm bt v t iu chnh cho ph hp vi nhng yu t y.
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3. Mi trng bn ngoi
3.2. Mi trng kinh t: - Tnh hnh v trin vng kinh t - Mc thu nhp, phn b thu nhp, mc chi cho tiu dng trong thu nhp - Ch s gi c, mc tng gi trung bnh theo cc nhm mt hng - T gi hi oi, li sut tit kim
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3. Mi trng bn ngoi
3.3. Mi trng chnh tr-php lut: - H thng chnh tr - Cc c quan qun l - Cc lut v vn bn di lut - Chnh sch u t, thu kha
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3. Mi trng bn ngoi
3.4. Mi trng cnh tranh: - Tnh hnh cnh tranh - Quy m, tnh cht cnh tranh - Nghin cu m hnh cc lc lng (p lc) cnh tranh theo Michael Porter (GT tr. 171)
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3. Mi trng bn ngoi
3.5. Mi trng khoa hc cng ngh: - Mt bng v trnh cng ngh - Chnh sch u t, nghin cu v pht trin cng ngh quc gia
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3. Mi trng bn ngoi
3.6. Mi trng vn ha-x hi v nhn khu hc: - Quy m dn s, mt , c cu v phn b dn c, hnh thc t chc v quy m gia nh - Thi quen, tp qun, tn ngng, thi , phong cch sng, li sng
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3. Mi trng bn ngoi
3.7. Mi trng t nhin: - Cc yu t a l kh hu, ti nguyn, t ai - Vn nhim mi trng (khng kh, ngun nc) v nhn thc, thi ca cng chng.
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NGHIN CU TH TRNG
1. 2. 3. 4. Khi qut chung Ni dung nghin cu th trng Quy trnh cc bc NCTT Phn on th trng v xc nh th trng mc tiu
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(3)
(2)
(1)
(4)
(5)
(1): KH hin ti ca DN (2): KH hin ti ca c DN v i th (3): KH hin ti ca i th (4): nhng ngi cha s dng SP (5): nhng ngi khng s dng SP
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2. Ni dung nghin cu th trng 2.1. Nghin cu khi qut: - Cho php doanh nghip c ci nhn u tin mang tnh cht tng th v h thng, t nhanh chng nh gi c hi, kh nng v cch tip cn cng cc bc i tip theo mt cch hp l
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2. Ni dung nghin cu th trng 2.2. Nghin cu chi tit: - Nghin cu khch hng - Nghin cu hng ha - Quy m, c tnh th trng - H thng phn phi - Nghin cu cnh tranh - C s h tng
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2. Ni dung nghin cu th trng 2.2.1. Nghin cu khch hng: 2.2.1.1. Xc nh khch hng: - L tp hp nhng ngi mua ( mua, ang mua v s mua) SP ca DN. - Nhn chung, c th coi KH l ngi c nhu cu, c kh nng thanh ton v sn sng trao i tha mn nhu cu.
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2. Ni dung nghin cu th trng 2.2.1. Nghin cu khch hng: 2.2.1.1. Xc nh khch hng: - Nh vy, KH ca DN c th l: NTD cui cng (c nhn v gia nh h), cc DN (sn xut, phn phi, XK, nh NK nc ngoi), Chnh ph v cc c quan thuc b my Nh nc
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2. Ni dung nghin cu th trng 2.2.2. Nghin cu hng ha (GT tr. 51-53) - Cht lng hng ha - Nng lc cnh tranh ca hng ha - Phm vi s dng ca hng ha
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2. Ni dung nghin cu th trng 2.2.3. Xc nh quy m, c tnh TT: 2.2.3.1. Xc nh quy m th trng: - L vic xc nh lng cu ca th trng v mt loi hng ha c th, t nh gi tim nng bn hng ca DN.
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2. Ni dung nghin cu th trng 2.2.3. Xc nh quy m, c tnh TT: 2.2.3.1. Xc nh quy m th trng: - Lng cu ca th trng, hay dung lng th trng, l khi lng hng ha c th bn c, hoc thc s c bn trn mt phm vi th trng trong mt thi k xc nh, thng l 1 nm.
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4. 2. Xc nh th trng mc tiu - Khi nim: L khu vc th trng m doanh nghip la chn cung ng cc sn phm nhm thc hin cc mc tiu kinh doanh ca mnh.
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2. Vng i sn phm
2.1. nh ngha: - xem SGK (tr. 86) - C th coi, PLC l khong thi gian c tnh t khi sn phm c a ra th trng cho n khi n c rt khi th trng. - Vng i sn phm ph thuc vo nhiu yu t: nhu cu trn th trng, bn thn sn phm v cc chnh sch h tr ca DN, cc yu t mi trng (KT, CN, cnh tranh)
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2. Vng i sn phm
2.2. c im cc giai on (1): - 4 giai on: 1-Thm nhp, 2-Tng trng/Pht trin, 3-Bo ha/Chn mui, 4-Suy tn. - DS: Thp, tng nhanh, tng chm dn v t cc i ri gim. - LN: m, bt u tng, t mc cao ri gim. - Mc tiu: Gii thiu sn phm, m rng th trng, gi th phn t li nhun, gim chi ph tn thu.
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2. Vng i sn phm
2.2. c im cc giai on (2): - SP: Tiu chun, dch v i km, a dng ha kiu dng mu m, thu hp dn. - Gi: 2 trng hp: + Cao, gim dn, n nh v gim + Thp, tng dn, n nh v gim. - Phn phi: Chn lc, m rng h thng, mnh, thu hp dn.
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2. Vng i sn phm
2.2. c im cc giai on (3): - Xc tin: + Thu ht ch , khuyn khch s dng th + Tp trung vo ton b cc nhm KH + Qung co duy tr (NH), khuyn khch s dng nhiu + Gim mc ti thiu pha suy tn.
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2. Vng i sn phm
2.3. ngha thc tin: - Phi hp c cc thnh phn c bn ca Marketing hn hp mt cch hiu qu; - Kim sot c v mt doanh s, chi ph, li nhun phn b c tt hn cc ngun lc; - a ra mt danh mc sn phm ti u (cf. nh gi v la chn SBU trong chng KHH).
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CHNH SCH GI
1. Cc mc tiu 2. Cc cn c nh gi 3. Cc bc quyt nh gi
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- Th phn, hay th phn tuyt i (MS) l t l phn trm gia doanh thu hay lng bn ca DN so vi tng doanh thu hay lng bn tng ng trn ton b khu vc th trng.
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- Th phn tng i (RMS) l t l gia doanh thu hay lng bn ca DN so vi doanh thu hay lng bn ca i th cnh tranh mnh nht (s dng cho m hnh BCG).
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- Tung sn phm mi ra th trng + SP mi/TT hin hu + S dng chnh sch gi ht vng (Skimming pricing) i vi nhng sn phm c o, kh bt chc, c tnh nng vt tri v c u th cnh tranh r rt.
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- M rng th trng: + SP hin hu/TT hin hu + Thc hin gim gi, cung cp cc dch v v tin ch h tr cho vic bn hng nhm tng s lng khch hng v tn sut mua ca h.
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2. Cc cn c nh gi
2.1. Phn tch chi ph v gi thnh: - Cc loi gi thnh v chi ph tng ng - Gi bn = Gi thnh + %LN d kin - VD: Ngi sn xut cn c vo gi thnh cng xng, ngi bn l cn c vo gi thnh bn l nh gi bn sau khi cng t l % li d kin. - Lu khi tnh ton: %LN trn gi bn hay trn gi thnh.
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2. Cc cn c nh gi
2.2. Cn c vo im ha vn (BEP): - Sn lng ha vn: BEV = FC / (P VC) - Khi lng bn t li nhun mc tiu: TRV = (TR + FC) / (P VC) - Min gim gi ti u: v < M < P - im ha vn di/im ha vn trn
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2. Cc cn c nh gi
2.3. Cn c vo h s co gin cu gi (1):
- H s co gin cu gi (PED) l t l so snh gia % thay i ca cu tng ng vi % thay i ca gi - Cng thc tnh: eD = (Q/Q0) / (P/P0)
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2. Cc cn c nh gi
2.3. Cn c vo h s co gin cu gi (2): - Nu eD < 1 : cu co gin theo gi eD = 1 : cu co gin n v
(gi gim bao nhiu % th cu tng by nhiu %)
1 < eD < 0 : cu t co gin (ko ng k) eD = 0 : cu khng co gin eD > 0 : cu co gin ngc (c bit) - H s co gin cho (CPED) gia 2 mt hng
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2. Cc cn c nh gi
2.4. Cc cn c nh gi khc:
- Theo mc gi th trng - Theo cc giai on ca vng i sn phm - nh gi theo cm nhn v tm l KH - Phng php nh gi Gabor-Granger qua kho st, iu tra khch hng tim nng
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3. Cc bc quyt nh gi (1)
- Xc nh mc tiu ca chnh sch gi - Xc nh chi ph (gi thnh SX, chi ph lu thng, thi hn thanh ton, cc loi thu v l ph) - D bo tng cu v lng bn
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3. Cc bc quyt nh gi (2)
- Xc nh gi cnh tranh - Quyt nh mc gi bn ti u (phng php tnh gi, khung gi, biu gi, cc mc gim gi v chit khu, phng n d phng)
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1. Khi qut chung 1.1. Khi nim: - Phn phi (distribution) l cc hot ng nhm a hng ha ti a im v vo thi gian m KH mong mun mua chng. Ni cch khc, phn phi bao gm ton b hot ng a sn phm t NSX n NTD hoc ngi s dng.
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1. Khi qut chung 1.1. Khi nim: - Cc hot ng Marketing lin quan n qu trnh phn phi bao gm: thu thp thng tin, cung cp ti chnh, chia s ri ro, la chn v trng by sn phm, xc tin, nh gi, phn phi vt cht v dch v khch hng.
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Right product Right place Right time Right cost (Minimum cost)
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1.4. Chc nng: - Ct gim v kim sot chi ph mt cch ti u - To ra cc gi tr/tin ch/li ch (utilities): v khng gian, v thi gian, v thng tin&xc tin v v giao dch.
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2.2. Cc phng thc phn phi: 2.2.1. Phng thc phn phi trc tip: - Hng ha c phn phi trc tip t NSX n NTD khng thng qua h thng cc trung gian. VD: Bn ti ca hng gii thiu SP ca cng ty, my bn hng t ng, website ca NSX
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2.2. Cc phng thc phn phi: 2.2.1. Phng thc phn phi trc tip: - u im: Kim sot c ton b qu trnh phn phi, tip xc vi KH l NTD cui cng, khng phi chia s li nhun.
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2.2. Cc phng thc phn phi: 2.2.1. Phng thc phn phi trc tip: - Nhc im: i hi cao v ngun lc ti chnh, nhn s cng nh v kinh nghim v qun l.
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2. Phng thc v knh phn phi 2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip: - Hng ha c lu chuyn t NSX n NTD thng qua h thng cc trung gian. VD: hng bn qua ca hng tp ha, cc i l, h thng cc siu th, trn website ca nh phn phi
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2. Phng thc v knh phn phi 2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip: - u im: Gip DN tp trung cc ngun lc cho SX, gim bt s lng cc mi quan h giao dch v tng hiu qu ca chng.
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2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip: - Nhc im: Khng kim sot c ton b qu trnh phn phi, km nhy bn trc nhng bin ng ca th trng, DN phi pht trin cn i v hi ha quan h i tc vi cc trung gian phn phi.
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2. Phng thc v knh phn phi 2.3. Cc knh phn phi: 2.3.1. i vi hng tiu dng: - Knh 0: NSX NTD - K. cp 1: NSX NBL NTD - K. cp 2: NSX NBB NBL NTD - K. cp 3: NSX i l/Mi gii NBB NBL NTD
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2. Phng thc v knh phn phi 2.3. Cc knh phn phi: 2.3.2. i vi hng cng nghip: - Knh 0: NSX Doanh nghip mua - K. cp 1: NSX i din hoc Nh phn phi CN DNM - K. cp 2: NSX i din Nh phn phi CN DNM
Nguyn Huyn Minh (FTU)
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2. Phng thc v knh phn phi 2.4. Cc cn c la chn phng thc v knh phn phi: - c im ca khch hng - c im ca sn phm - c im ca h thng phn phi - c im ca mi trng kinh doanh - Mc tiu v kh nng ca nh sn xut
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3.1. i l (Agent): - C th i din cho bn mua hay bn bn (mua h hay bn h), l i l bn bun hay i l bn l. - Hot ng di tn ca ngi m h i din, khng c quyn s hu i vi hng ha, thu li nhun qua tin hoa hng c quy nh trong hp ng i l.
Nguyn Huyn Minh (FTU)
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3. Cc trung gian phn phi 3.3. Ngi bn bun (Wholesaler): - L ngi cung ng hng ha, dch v cho ngi mua bn li hoc s dng vo mc ch kinh doanh. - V d: Chi nhnh/VPD bn hng, u mi bn bun tng hp, u mi bn bun chuyn doanh, trung tm bn bun cash-and-carry
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4.1. Khi nim: - Cng c th coi chin lc phn phi l cc quyt nh v phng thc v knh phn phi: trc tip hay gin tip, mt hay nhiu knh, di mi knh, s lng im bn v loi trung gian s dng.
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4. Cc chin lc phn phi 4.2. Cc chin lc in hnh: 4.2.1. Chin lc phn phi c quyn (Exclusive distribution): - Ch s dng 1 trung gian lm i l/im bn/i tc phn phi c quyn cho mi khu vc a l hay khu vc dn c xc nh.
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4. Cc chin lc phn phi 4.2. Cc chin lc in hnh: 4.2.2. Chin lc phn phi chn lc (Selective distribution): - Ti mi khu vc th trng ch la chn mt s lng hn ch cc trung gian phn phi c nng lc v ph hp nht bn sn phm ca mnh.
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4. Cc chin lc phn phi 4.2. Cc chin lc in hnh: 4.2.2. Chin lc phn phi chn lc (Selective distribution): - Thng s dng i vi hng lu bn (qun o, in gia dng, mt s mt hng m phm, thi trang, in thoi di ng).
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4.2. Cc chin lc in hnh: 4.2.3. Chin lc phn phi mnh (Intensive distribution): - S dng s lng ti a cc trung gian phn phi bn sn phm trn khp khu vc th trng. - Thng p dng i vi hng tiu dng thng xuyn.
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Media
Perceived
Message
Message
Noise
Sender
Receiver
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1.2. Vai tr ca truyn thng trong KD: - Gp phn thc hin cc mc tiu tng th ca doanh nghip - Duy tr lin tc mi quan h gia DN vi th trng - L v kh cnh tranh trn thng trng
Nguyn Huyn Minh (FTU)
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2. Cc chin lc xc tin
2.1. C ch tc ng: - M hnh AIDA (Strong, 1925) Attention Interest Desire Action - Tham kho m hnh ELM (Elaboration Likelihood Model, Cacioppo et al., 1985) v ng dn trung tm (trc tc ng chnh) v ng dn ngoi vi (trc tc ng ph) n thi ca NTD
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2. Cc chin lc xc tin
2.2. Cc chin lc: 2.2.1. Chin lc ko (pull strategy): - Nhm thu ht, li ko khch hng bng cch tc ng n ngi tiu dng cui cng - Cng c s dng: qung co, khuyn mi (gim gi), PR, hi ch trin lm
Nguyn Huyn Minh (FTU)
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2. Cc chin lc xc tin
2.2.2. Chin lc y (push strategy): - Nhm y sn phm ra th trng thng qua tc ng vo cc trung gian - Cng c s dng: khuyn mi (chit khu, thng DS bn), chia s chi ph, phi hp o to i ng nhn vin bn hng
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
Cc cng c ch yu: - Qung co - Quan h cng chng - Xc tin bn - Hi ch trin lm - Bn hng c nhn (GT, tr. 158, 159)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim (1): - L tt c cc hnh thc gii thiu v xc tin mang tnh cht phi c nhn v c thu ph i vi cc tng, hng ha hay dch v ca 1 t chc no (P. Kotler, Marketing Management, 1996)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Tham kho thm nh ngha ca AMA, trong phn bit advertising (hot ng qung co) v advertisement (ni dung/thng ip qung co).
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim (2): - L gii thiu n ngi tiu dng v hot ng kinh doanh hng ha, dch v, bao gm dch v c mc ch sinh li v dch v khng c mc ch sinh li (Php lnh qung co ca Vit Nam, 2001)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - L gii thiu n cng chng v hot ng kinh doanh hng ha, dch v c mc ch sinh li v dch v khng c mc ch sinh li (D tho ln 4 Lut qung co, 2009)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Ngi qung co: DN mun gii thiu SP, dch v ca mnh ti cng chng. - Ngi kinh doanh dch v qung co: Cc cng ty, cc hng qung co. - Ngi pht hnh qung co: C quan truyn pht qung co n cng chng.
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.2. Cc phng tin qung co: - Nhm phng tin nghe nhn - Nhm phng tin in n - Nhm phng tin qung co ngoi tri - Nhm phng tin qung co di ng - Cc phng tin qung co khc
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.3. Quy trnh thc hin qung co (1): - Xc nh mc tiu - Phn nh trch nhim - n nh ngn sch - La chn phng tin - Son tho ni dung
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.3. Quy trnh thc hin qung co (2): - La chn hnh thc th hin - Quyt nh khng gian v thi gian truyn pht - Phi hp cc lc lng - Kim tra, nh gi hiu qu
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.1. Khi nim (v cng chng): - L bt c nhm ngi/t chc no c mi quan tm v/hoc c th gy nh hng vo thi im hin ti hoc trong tng lai i vi hot ng ca doanh nghip cng nh kh nng t c cc mc tiu ca doanh nghip.
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.1. Khi nim (v PR):
L hnh thc qun tr truyn thng, trong s dng tuyn truyn v cc hnh thc xc tin v thng tin khng phi tr ph khc nhm tc ng n cm nhn, chnh kin v nim tin ca ngi mua, khch hng tim nng, c ng v cc i tng khc v doanh nghip, sn phm hay dch v, gi tr ca chng cng nh v chnh cc hot ng ca bn thn doanh nghip. (Theo AMA) Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.2. i tng (cc nhm cng chng): - Chnh quyn - Gii truyn thng, d lun x hi - Khch hng, - Cc nh u t, i tc - i ng cn b, nhn vin
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng:
3.2.3. Vai tr ca PR: - Tr gip DN gii thiu v tung ra SP mi - H tr cho nh v/ti nh v sn phm - Gy nh hng v tc ng tch cc ti mt nhm cng chng c th - Xy dng v cng c hnh nh, ng thi bo v sn phm/nhn hng/thng hiu/doanh nghip khi c vn pht sinh
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng:
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng:
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.1. Khi nim: - Khuyn mi l hot ng XTTM ca thng nhn nhm xc tin vic mua bn HH, cung ng DV bng cch dnh cho KH nhng li ch nht nh. (iu 88 Lut Thng mi VN, 2005)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.1. Khi nim: - Khuyn mi (Trade sales promotion v Internal sales promotion) Khuyn mi (Consumer sales promotion v Retail sales promotion) - Lu : Lut Thng mi VN u gi chung l khuyn mi
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2. Cc k thut thng dng: - Cc hnh thc gim gi - Cc loi phiu u i - Cc loi qu tng - Cc hnh thc khc
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3. Cc cng c XT&HTKD
3.4. Hi ch trin lm:
3.4.1. Khi nim (iu 129, Lut TM): - L hot ng XTTM c thc hin tp trung trong 1 thi gian v ti 1 a im nht nh thng nhn trng by, gii thiu HH, DV nhm mc ch thc y, tm kim c hi giao kt hp ng mua bn HH, hp ng DV
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3. Cc cng c XT&HTKD
3.4. Hi ch trin lm:
3.4.2.c im:
- Quy t c mt lng khch hng ln - Thm d nhanh phn ng ca ngi tiu dng v nh gi i th cnh tranh - Trng by, gii thiu sn phm, k kt hp ng, m rng kt ni giao thng
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1. Khi qut chung 1.1. Khi nim: - KHH Marketing l ton b hot ng xy dng v thc hin k hoch da trn s kt hp hi ha gia tnh hnh th trng v mi trng kinh doanh vi mc tiu, kh nng v ngun lc ca doanh nghip nhm t hiu qu kinh doanh cao nht.
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1. Khi qut chung 1.2. Tm quan trng: - Gip DN nhn bit nhanh chng v tn dng cc c hi kinh doanh, ch ng c phng n i ph vi nhng tc ng bt li t mi trng. - Nhn thc y v kp thi im mnh v im yu ca mnh.
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1.2. Tm quan trng: - Phn b c hiu qu cc ngun lc (sn xut, ti chnh, nhn lc) cho cc mc tiu v theo tin xc nh. - Phi hp hnh ng gia cc b phn chc nng trong doanh nghip mc tt nht.
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1.3. Phn loi: - K hoch ha di hn: t 5 nm tr ln (k hoch 5 nm, mc tiu n nm 20xx) - K hoch ha trung hn: t 1 n 4 nm (k hoch nm, ch tiu 2 nm) - K hoch ha ngn hn: di 1 nm (k hoch qu, thng)
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2.1. Thu thp thng tin (Information): - Xc nh nhu cu thng tin - Xy dng h thng thu thp v x l thng tin - D bo din bin ca mi trng kinh doanh - Lp bng tng hp nh gi cc yu t mi trng kinh doanh
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2.2. Lp k hoch (Planning): - Cn c vo vic nh gi v la chn trng im kinh doanh, hay n v kinh doanh chin lc (Strategic Business Unit), tc l lnh vc, ngnh ngh hay sn phm m doanh nghip nn tp trung ngun lc u t, pht trin v khai thc.
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2.2. Lp k hoch (Planning): - S dng m hnh BCG (Ma trn tng trng-th phn), da vo 2 tiu ch: Tc tng trng ca th trng v Th phn tng i ca doanh nghip. - 4 trng thi khc nhau i vi mi SBU (GT tr.176) : du hi, ngi sao, b sa hay tin mt, ch ch.
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2.2. Lp k hoch (Planning): - DN cn c nh gi y v kp thi cn i li danh mc sn phm, lnh vc hay ngnh ngh kinh doanh ca mnh, trn c s cc mc tiu v c nhng nh hng u tin r rng. - Xy dng chng trnh hnh ng thng nht v k hoch thc hin chi tit, c th.
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2.3. T chc thc hin (Action): - Phn b cc ngun lc mt cch ti u theo khu vc th trng, cho tng thi k, i vi mi SBU. - Thc hin cc chnh sch (sn phm, gi, phn phi, xc tin) ra trong k hoch.
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2.3. T chc thc hin (Action): - To s phi hp ng b gia cc b phn trong DN, cng nh gia doanh nghip vi cc i tc ca mnh. - Duy tr lin tc h vic thu thp thng tin nm c mt cch h thng nhng phn hi cng cc thng tin mi nht t th trng.
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2.4. Kim tra v iu chnh (Control): - nh gi din bin trn th trng, i chiu kt qu t c vi mc tiu ra, t iu chnh li k hoch ban u cho ph hp vi kh nng v ngun lc thc t ca doanh nghip.
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2.4. Kim tra v iu chnh (Control): - Kt hp gia kim tra nh k v kim tra t xut ng ph linh hot, kp thi v tng kh nng thch nghi ca doanh nghip i vi mi trng kinh doanh ca mnh.
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Gm 8 phn c bn: Tm lc chung Tnh hnh hin ti (mi trng, th trng, cnh tranh, tnh hnh kinh doanh ca DN) Phn tch SWOT (im mnh, im yu, c may, him ha)
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Gm 8 phn c bn: Cc mc tiu ra (doanh s, th phn, li nhun) Chin lc Marketing (th trng mc tiu, nh v, cc chnh sch Marketing)
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Gm 8 phn c bn: Chng trnh hnh ng c th (t chc, phi hp hot ng, phn nh trch nhim, tin v thi hn) D ton li l Quy trnh, cch thc kim tra, nh gi v iu chnh
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Lu (GT tr.180-182): Tnh hnh bin ng ca mi trng nh hng n tt c cc bc KHH Marketing vi nhng mc khc nhau i vi tng doanh nghip.
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Lu (GT tr.180-182): Khng tn ti mu k hoch Marketing hon ho m khi xy dng KH Marketing, cc DN u phi cn c vo tnh kh thi v mc ph hp vi mi trng v th trng.
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Lu (GT tr.180-182): Thch nghi vi mi trng v thc s hng ti khch hng nhng ngi trc tip quyt nh s thnh bi ca DN, v l nhng gim kho cng bng nht chm im bi thi Marketing ca cc DN chnh l cha kha a DN ti thnh cng trong kinh doanh.
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