CHNG XI

THIT K V QUN TR KNH PHN PHI

I. VAI TR V CHC NNG CA KNH PHN PHI
Ngy nay hu ht nhng ngi sn xut u cung cp sn phm ca mnh cho th trng thng qua cc trung gian phn phi. Nhng trung gian phn phi hp thnh mt h thng knh phn phi (cn c gi l knh marketing hay knh thng mi). Knh phn phi l tp hp nhng c nhn hay nhng c s kinh doanh ph thuc ln nhau lin quan n qu trnh to ra v chuyn sn phm hay dch v t ngi sn xut n ngi tiu dng.

1. Vai tr ca cc trung gian phn phi

C nhiu l do nhng ngi sn xut sn chuyn giao mt phn cng vic tiu th cho nhng ngi trung gian phn phi. Vic chuyn giao ny cng c ngha l t b mt s quyn kim sot i vi sn phm dc bn nh th no v bn cho ai. Tuy nhin , vic bn sn phm ca mnh qua trung gian em li cho nh sn xut nhiu li th. - Nhiu nh sn xut khng c ngun lc ti chnh phn phi trc tip sn phm ca mnh n tn ngi tiu dng cui cng, v vic phn phi trc tip i hi u t rt nhiu tin bc v nhn lc. - Khi s dng cc trung gian phn phi, khi lng bn s tng hn do m bo c vic phn phi rng khp v a c sn phm n cc th trng mc tiu mt cch nhanh chng. - Vic marketing trc tip c th i hi nhiu nh sn xut tr thnh ngi trung gian bn cc sn phm b sung ca nhng nh sn xut khc t c vic tit kim nh phn phi i tr. Ngay c khi ngi sn xut c iu kin thit lp ring knh phn phi ca mnh, nhng c kh nng t nhiu li nhun hn bng cch tng thm vn u t vo hot ng kinh doanh chnh ca mnh, th h vn la chn cch phn phi sn phm thng qua cc trung gian. Nu mt doanh nghip t c t sut li nhun l 20% t vic sn xut, v ch c th t t sut li nhun 10% t vic phn phi, th h s khng m nhn vic bn l sn phm. Nh quan h tip xc, kinh nghim vic chuyn mn ha v qui m hot ng, cc trung gian phn phi s lm li cho nh sn xut nhiu hn l khi nhng ngi sn xut t m nhn vic phn phi sn phm ca chnh mnh. - S xut hin cc trung gian lm gim bt cc giao dch trong trao i xt trn phm vi tan x hi. Trn quan im h thng kinh t, vai tr c bn ca cc trung gian phn phi l bin nhng ngun cung ng khc nhau trong thc t thnh nhng loi sn phm m ngi mua mun mua. S d c s khc bit nh vy l v nhng ngi sn xut thng to ra mt chng loi sn phm nht nh vi s lng ln, trong khi ngi

tiu dng thng li ch mong mun c mt s lng nht nh sn phm vi chng loi tht phong ph.

2. Chc nng ca knh phn phi

Mt knh phn phi lm cng vic chuyn hng ha t nh sn xut ti ngi tiu dng. H lp c khong cch v thi gian, khng gian v quyn s hu gia ngi tiu dng vi cc sn phm (hay dch v) Nhng thnh vin ca knh phn phi thc hin mt s chc nng ch yu sau : - Thng tin. Thu thp thng tin cn thit hach nh marketing v to thun tin cho s trao i sn phm v dch v. - C ng. Trin khai v ph bin nhng thng tin c sc thuyt phc v sn phm nhm thu ht khch hng. - Tip xc. Tm ra v truyn thng n khch hng tng lai. - Cn i. nh dng nhu cu v phn phi sn phm thch ng vi nhu cu ca khch hng. Vic ny bao gm nhng hat ng nh sn xut, xp hng, tp hp v ng gi. - Thng lng. C gng t c s tha thun cui cng v gi c v nhng iu kin khc lin quan c th thc hin c vic chuyn giao quyn s hu hay quyn s dng sn phm. - Phn phi vt phm. Vn chuyn v tn kho hng ha. - Ti tr. Huy ng v phn b ngun vn cn thit d tr, vn chuyn, bn hng v thanh ton cc chi ph hot ng ca knh phn phi. - Chia s ri ro. Chp nhn nhng ri ro lin quan ti vic iu hnh hot ng ca knh phn phi. Nm chc nng u nhm thc hin c nhng giao dch, ba chc nng sau nhm hon thin nhng giao dch thc hin.

3. S lng cc cp ca knh phn phi

Cc knh phn phi c th c m t bng s lng cc cp trung gian ca n. Mi ngi trung gian s thc hin mt s cng vic nht nh nhm em sn phm ti gn ngi tiu dng hn v to thnh mt cp trong knh phn phi. V nh sn xut v ngi tiu dng l im u v im cui ca mi knh phn phi, nn h cng l nhng b phn ca knh. Chng ta s dng s cp trung gian ch di ca mt knh phn phi. Do c im khc nhau ca sn phm v dch v m cc knh phn phi cng c thit k khc nhau, bao gm knh phn phi hng tiu dng, knh phn phi t liu sn xut v knh phn phi dch v.
Knh khng cp Knh mt cp Knh hai cp Khch hng Ngi bn l Ngi bn s Ngi bn l Khch hng Khch hng

Ngi sn xut Ngi sn xut Ngi sn xut

Knh ba cp

Ngi sn xut

Ngi bn s

Ngi bn s nh

Ngi bn l

Khch hng

(a) Cc knh phn phi hng tiu dng

Ngi sn xut
Ngi sn xut Ngi sn xut Ngi sn xut i din ca ngi sn xut Chi nhnh tiu th ca ngi sn xut Ngi phnphi t liu sn xut

Khch hng
Khch hng Khch hng Khch hng

(b) Cc knh phn phi t liu sn xut Hnh 11.1. Cc knh phn phi hng tiu dng v t liu sn xut Knh khng cp (cn c gi l knh phn phi trc tip) gm ngi sn xut bn hng trc tip cho khch hng cui cng. Nhng hnh thc ca marketing trc tip chnh l bn hng lu ng, bn hng dy chuyn, t hng qua bu in, marketing qua in thoi, bn hng qua internet v cc ca hng ca ngi sn xut. Knh mt cp (knh phn phi gin tip) c mt ngi trung gian, nh ngi bn l. Knh hai cp c hai ngi trung gian. Trn cc th trng hng tiu dng th thng l ngi bn s v mt ngi bn l. Knh ba cp c ba ngi trung gian. Gia ngi bn s v ngi bn l c th c thm mt ngi bn s nh. Ngoi ra c th c knh phn phi nhiu cp hn. Tuy nhin s cp ca knh tng ln th vic thu nhn thng tin v nhng ngi s dng cui cng v thc hin vic kim sot cc trung gian s kh khn hn. Trong cc knh phn phi t liu sn xut, ngi sn xut c th s dng lc lng bn hng ca mnh bn hng trc tip cho khch hng mua t liu sn xut sn xut sn phm. H cng c th bn hng cho nhng ngi phn phi t liu sn xut nhng ngi ny bn li cho khch hng sn xut hay bn qua nhng ngi i din, v qua cc chi nhnh tiu th ca mnh trc tip cho khch hng sn xut. Nhng knh phn phi khng cp, mt cp v hai cp rt ph bin trn th trng t liu sn xut. Khi nim v knh phn phi khng ch gii hn trong lnh vc phn phi sn phm vt cht. Nhng ngi cung ng dch v v tng cng cn phi m bo vic a hng ca mnh n vi cc khch hng mc tiu ca mnh.

Cc bnh vin phi c phn b v mt a l sao cho c th m bo chm sc y t y cho nhn dn, v trng hc phi c xy dng gn ni c tr ca tr em cn i hc. Cc i cu ha phi c b tr lm sao c th nhanh chng n oc ni c th xy ra ha hon. Hay nhng im bu c phi oc b tr lm soa cho dn chng thun li trong vic b phiu m khng mt qu nhiu thi gian v.v...

4. Nhng dng lu chuyn trong knh phn phi

Nhng b phn trong knh phn phi kt ni vi nhau bng nhiu dng lu chuyn. Quan trng nht l nhng dng lu chuyn vt cht, lu chuyn s hu, lu chuyn thanh ton, lu chuyn thng tin v lu chuyn c ng. - Lu chuyn vt cht (physical flow) l vic chuyn sn phm vt cht t khi cn l nguyn liu th cho n khi ch bin thnh sn phm thch hp cho vic tiu dng ca khch hng. - Lu chuyn s hu (litle flow) l vic chuyn quyn s hu sn phm t mt b phn ny sang mt b phn khc trong knh phn phi. - Lu chuyn thanh ton (payment flow) l qu trnh khch hng thanh ton ha n qua ngn hng hoc cc c s ti chnh khc cho nhng ngi phn phi, nhng ngi phn phi thanh ton cho ngi sn xut, ngi sn xut thanh ton cho cc nh cung ng. - Lu chuyn thng tin (information flow) l qu trnh cc b phn trong knh phn phi trao i thng tin vi nhau cc giai on ca tin trnh a sn phm v dch v t ni sn xut n ni tiu dng. - Lu chuyn c ng (promotion flow) l nhng dng nh hng c nh hng (qung co, bn hng c nhn, khuyn mi, tuyn truyn) t b phn ny n b phn khc trong knh phn phi.

II. T CHC V HOT NG CA KNH PHN PHI

Nhng knh phn phi khng ch l s tp hp th ng cc c nhn v t chc c lin quan vi nhau bng nhng lu chuyn khc nhau, m chng l nhng h thng hot ng phc tp, trong nhng c nhn v t chc tc ng ln nhau hon thnh mc tiu ring ca mnh. Mt s h thng knh phn phi ch c nhng quan h tc ng khng chnh thc gia cc c s kinh doanh kt ni vi nhau mt cch lng lo, h thng knh phn phi khc th li c nhng quan h chnh thc gia cc t chc c chuyn mn ha rt cao. V cc h thng knh phn phi cng khng c nh : nhng c s, b phn mi s xut hin v c nhng h thng knh phn phi mi c hnh thnh theo.

1. T chc knh phn phi a. Knh marketing truyn thng

Mt knh marketing truyn thng bao gm nh sn xut, nh bn s v nh bn l c lp, trong , mi ngi l mt thc th kinh doanh ring bit lun tm cch tng ti a li nhun ca mnh, cho d c lm gim li nhun ca c h thng. Khng c thnh vin no ca knh phn phi c quyn kim sot hon ton hay

ng k i vi cc thnh vin khc. Nhng knh marketing truyn thng thiu s lnh o mnh, c c im l hot ng km hiu qu v c nhiu mu thun phc tp.
Ngi sn xut Ngi bn s Ngi bn l Khch hng

Hnh 11.2. Knh marketing truyn thng

b. H thng marketing dc
Mt trong nhng bc tin c ngha trong thi gian gn y l s xut hin nhng h thng marketing dc thch thc vi cc knh marketing truyn thng.Mt h thng marketing dc (VMS), bao gm nh sn xut, nh bn s v nh bn l hot ng nh mt th thng nht. Hoc mt thnh vin ny l ch s hu ca cc thnh vin khc, hoc trao cho h c quyn kinh tiu, hoc c quyn lc mnh n ni cc thnh vin kia phi hp tc. H thng marketing dc c th t di quyn kim sot ca mt ngi sn xut, mt ngi bn s hay mt ngi bn l. H thng marketing dc l mt mng li k hoch ha tp trung v qun l c nghip v chuyn mn, c thit k vi m bo tit kim trong khai thc v t mc ti a nh hng ca th trng. H thng marketing dc ang tin ti kim sot hnh vi ca knh v loi tr mu thun pht sinh do cc thnh vin c lp ca knh theo ui nhng mc tiu ring ca mnh. N tit kim c l nh qui m, kh nng thng lng v loi tr c nhng dch v trng lp.
Ngi bn l Ngi bn s Ngi sn xut

Khch hng

Hnh 11.3. H thng marketing dc

c.H thng marketing ngang

Mt bc pht trin na v mt t chc knh l s sn sng ca hai hay nhiu doanh nghip mt cp hp li vi nhau khai thc mt c hi marketing mi xut hin. Mi doanh nghip u c th thiu vn, b quyt k thut, nng lc sn xut v cc ngun lc marketing kinh doanh c lp, hoc l h ngi ri ro, hoc v nhn thy tc dng to ln khi hp tc vi cc doanh nghip khc. Cc doanh nghip c th lm vic vi nhau trn c s tm thi hay lu di, hoc lp mt doanh nghip ring. Adler gi l marketing cng sinh.

d. H thng marketing a knh

Trc y, nhiu doanh nghip bn hng cho mt th trng duy nht thng qua mt knh phn phi duy nht. Ngy nay cng vi s pht trin v cu trc a dng hn ca cc nhm khch hng v kh nng phc v ca knh phn phi, c nhiu doanh nghip chp nhn marketing a knh. Marketing a knh l cch thc phn phi , theo mt doanh nghip s dng hai hay nhiu knh phn phi cho nhng nhm khch hng khc nhau. Bng cch b sung thm nhiu knh phn phi, cc doanh nghip c th tng c phm vi bao qut th trng, gim chi ph hot ng ca knh phn phi v gia tng kh nng tha mn theo mun khch hng. Cc doanh nghip thng b sung thm mt knh phn phi nhm tip cn c mt nhm khch hng m knh phn phi hin c cha vn ti c. Chng hn nh a thm nhng nhn vin bn hng v mt vng nng thn c th bn c hng cho nhng ngi nng dn phn tn. Doanh nghip c th b sung thm knh phn phi mi gim chi ph bn hng ca mnh cho mt nhm khch hng hin c, v d nh bn hng qua in thoi m khng trc tip ving thm nhng khch hng nh. Doanh nghip cng c th b sung thm knh phn phi c kh nng bn hng ph hp vi yu cu ca khch hng hn, nh s dng lc lng bn hng c k thut bn nhng thit b tng i phc tp. Tuy nhin, nhng knh phn phi mi cng gy nn nhng kh khn nht nh trong vic qun tr h thng knh. Chng c th lm ny sinh nhng mu thun khi cc knh phn phi tranh ginh nhau cng mt s khch hng, v vic kim sot cng tr nn phc tp hn khi nhng knh phn phi mi mang tnh c lp hn. V th cc doanh nghip cn cn nhc k lng nhng vn li hi ny sinh thit k v vn hnh c hiu qu h thng phn phi vi cu trc a knh.

2. Hot ng ca knh phn phi

Mt s knh phn phi l s lin kt cc c s khc nhau li v li ch chung, mi thnh vin trong knh u da vo cc thnh vin khc. Mi thnh vin trong knh gi mt vai tr ring v chuyn thc hin mt hay nhiu chc nng. Mt cch l tng, v s thnh cng ca mi thnh vin ty thuc v thnh cng chung ca c knh, nn mi t chc trong knh u phi hiu v chp thun phn vic ring ca mnh, phi hp mc tiu v hot ng ca mnh vi mc tiu v hot ng ca thnh vin khc, v phi hp hon thnh mc tiu ca c knh, Bng s hp tc, h c th nm bt nhu cu, cung ng v tha mn th trng mc tiu tt hn. Nhng mi thnh vin thng khng c ci nhn ton cc nh th. Knh phn phi d c thit k v qun tr tt n u th vn c mt s mu thun v quyn li ca cc thnh vin trong knh,vi t cch l nhng thc th kinh doanh c lp, khng phi bao gi cng trng hp vi nhau. H thng quan tm nhiu hn ti nhng mc tiu ngn hn ca mnh v nhng giao dch vi thnh vin k cn trong knh phn phi. Vic hp tc t nhng mc tiu chung ca knh i khi li c ngha l t b nhng mc tiu c nhn. H thng khng ng v vai tr mi thnh vin phi lm, v vn ai phi lm g v nhn c li ch g. Nhng bt ng v vai tr v mc tiu nh th lm ny sinh nhng mu thun trong knh.

a. Cc loi mu thun trong knh phn phi

Mu thun chiu dc tn ti khi c mu thun gia cc cp khc nhau trong knh phn phi. V d, General Motors c thi k mu thun vi cc i l ca mnh khi c gng thc hin chnh sch p t v dch v, nh gi v qung co theo mnh. Coca -Cola cng c mu thun vi nhng ngi ng chai sn phm ca mnh khi h tha thun ng chai cho c sn phm ca Dr. Pepper. Mu thun chiu ngang l nhng mu thun l ny sinh gia cc thnh vin cng mt cp ca knh phn phi. Mt s i l c quyn ca Pizza Inn than phin v i l c quyn khc ca Pizza Inn khng theo ng cng thc pha ch, m bo dch v ti v lm tn hi n hnh nh chung ca Pizza Inn. Hay Benetton b kin v vic cp c quyn cho qu nhiu ca hng gn nhau lm gim li nhun ca h. Trong nhng trng hp nh th ny ngi ph trch knh phn phi phi xy dng nhng chnh sch r rng c tnh kh thi v p dng ngay nhng bin php khn cp kim sot v gii quyt mu thun. Mu thun a knh thng xy ra khi ngi sn xut thit lp hai hay nhiu knh cnh tranh vi nhau trong vic bn hng trn cng mt th trng. Khi Zenith chp thun vic bn my thu hnh ca mnh qua cc ca hng tng hp lm cho cc ca hng bn thit b thu thanh v thu hnh c lp ni in ln. Hay khi Levi Strauss ng phn phi o qun jeans ca mnh thng qua h thng siu th Sears v Penny ngoi knh ca hng chuyn doanh bnh thng ca mnh, lm cho cc ca hng chuyn doanh tc gin. Mu thun a knh c th tr nn gay gt hn khi cc thnh vin ca knh phn phi hoc l hng gi thp hn do mua s lng ln, hoc l sn sng bn vi gi t mc li nhun thp hn.

b. Cc nguyn nhn gy mu thun trong knh phn phi

Nguyn nhn ch yu l s xung khc v mc ch. Chng hn, trong khi ngi sn xut mun gia tng khi lng bn gia tng th phn bng mt chnh sch nh gi thp, th cc i l li mun c mc li nhun cao v chy theo kh nng sinh li trc mt. y l loi mu thun kh gii quyt. Mu thun c th sinh ra do vai tr v quyn hn ca cc thnh vin c xc nh khng r rng. IBM bn my tnh c nhn cho nhng khch hng ln thng qua lc lng bn ca mnh, nhng cng ng thi khuyn khch cc i l c gng bn hng cho nhng khch hng ln. Phm vi lnh th ca th trng, cc iu kin tn dng bn hng,... l nhng yu t gy nn mu thun. Mu thun c th pht sinh t nhng khc bit v nhn thc. Cc i l c th c ci nhn lc quan v trin vng kinh t sp ti v mun c d tr nhiu hng hn, nhng ngi sn xut li khng mun do nh gi tnh hnh kinh t khng c kh quan. Mu thun cn ny sinh do li ch ca cc trung gian phn phi ph thuc qu nhiu vo ngi sn xut.Nhng i l c quyn thng chu nh hng ca nhng may ri do nhng quyt nh v mu m, mt hng v gi c ca ngi sn xut.

c. Gii quyt mu thn trong knh phn phi

Nhng mu thun trong knh phn phi thng gy ra nhng tr ngi cho vic vn hnh c hiu qu hot ng phn phi sn phm ca doanh nghip. Nhng cng c mt s mu thun to nn s cnh tranh lnh mnh trong hot ng ca knh. Chng c th i hi phi ci tin knh phn phi, lm cho n nng ng v thch ng linh hot hn vi mi trng thay i. Vn khng ch l loi b mu thun, m l qun l tt hn mu thun . Gii php quan trng nht qun l mu thun c hiu qu l chp nhn nhng mc tiu c bn. Cc thnh vin ca knh phn phi phi tha thun c vi nhau v mc tiu c bn m h cng theo ui. Mc tiu c th l tn ti, gai tng th phn nng cao cht lng sn phm hay tha mn khch hng.iu ny thng xy ra khi knh phn phi phi ng u vi s e da t bn ngoi, nh c mt knh cnh tranh khc c hiu qu hn, c nhng qui nh php l bt li hn cho vic phn phi sn phm, hay mong mun ca ngi tiu dng thay i. Mt cch khc na x l mu thun l tin hnh vic trao i ngi gia hai hay nhiu cp ca knh phn phi, tc l ngi ca mt cp ny(v d nh ngi sn xut ) c th lm vic mt cp khc (v d nh i l c quyn) hay ngc li. Nh vy h c th hiu v thng cm vi quan im ca nhau hn trong cng vic hp tc. Khi mu thun tr nn nghim trng, th cc thnh vin ca knh phn phi c th phi s dng bin php ngoi giao, trung gian ha gii hay trng ti phn x. Bin php ngoi giao c ngha l cc bn thnh vin c ra mt nhm ngi gp g i din ca pha bn kia cng nhau thng lng nhm tm ra gii php cho vn m hai bn quan tm. Trung gian ha gii l s dng mt bn th ba trung lp ng ra ha gii quyn li ca hai bn. a ra trng ti phn x khi hai bn ng trnh by nhng lun im ca mnhcho mt bn th ba (mt hay nhiu trng ti vin) v chp nhn quyt nh phn x ca trng ti. Cui cng ton b knh phn phi hot ng tt, cn chuyn mn ha vai tr ca tng thnh vin v cc xung t phi c iu gii mt cch hiu qu. S hp tc, chuyn mn ha vai tr v iu gii xung t trong knh phn phi ch thc hin c nu doanh nghip c mt cp lnh o vng mnh. Knh phn phi s hot ng tt hn nu c mt b my iu hnh c quyn lc phn chia lc lng hp l trong knh, c quyn phn cng nhim v v gii quyt mu thun.

III. QUYT NH THIT K KNH PHN PHI

Vic thit k h thng knh phn phi i hi phi phn tch nhu cu khch hng, xc nh nhng mc tiu v nhng yu cu bt buc ca knh, xy dng v nh gi nhng phng n chnh ca knh v la chn knh phn phi p dng vo hot ng phn phi sn phm.

1. Phn tch yu cu ca khch hng v mc m bo dch v

Vic u tin khi thit k knh phn phi l tm hiu xem khch hng mc tiu mua nhng sn phm no, mua u, ti sao h mua v mua nh th no. Ngi lm marketing phi hiu c nhng yu cu ca khch hng v mc m bo

dch v m h mun c. Cc ch tiu ch yu dng nh gi mc m bo dch v l: - Qui m l hng. Qui m l hng l s lng sn phm m knh phn phi cho php mt khch hng mua trong mt t. V d cc ca hng bn xe my mun mt knh m bo mua c mt s lng ln xe my trong mi t t hng, cn ngi mua s dng ch cn c mt knh cho php h mua c chic xe my m h mong mun. Qui m l hng cng nh th mc dch v m knh m bo cng cao. - Thi gian ch i. Thi gian ch i l khong thi gian trung bnh m khch hng ca knh phn phi phi ch i nhn c hng. Khch hng c xu hng chn nhng knh phn phi giao hng nhanh. Thi gian giao hng cng nhanh th mc m bo dch v cng cao. - a im thun tin. a im mua hng thun tin th hin mc knh phn phi to iu kin d dng cho ngi mua sn phm. Cch b tr cc im bn hng rng khp trn cc khu vc th trng s thun li cho ngi mua hn v h tit kim c thi gian v chi ph i li tm kim v sa cha, nhng ng thi cng lm tng chi ph ca ngi bn nu kh nng bn hng ca mi im bn l kh nh. - Sn phm a dng. Nu knh phn phi m bo c chiu rng ca loi sn phm cng ln th sn phm cng a dng, v do n lm tng kh nng p ng ng nhu cu m khch hng i hi. Mc thun tin v a im s cng tng thm na khi s dng marketing trc tip. - Dch v h tr. y l nhng dch v ph thm (tn dng u i, giao hng tn nh, lp t, sa cha) m knh phn phi m nhn. Dch v h tr cng nhiu th cng vic m knh phi thc hin cng nhiu hn. Trong vic cnh tranh bng cch tng thm mc m bo dch v, nhng ngi qun tr knh hy vng khi lng hng bn v doanh thu qua knh phn phi ca mnh tng ln trang tri c nhng chi ph ph thm v cn em lai nhiu li nhun hn. Ngi lm marketing phi hiu ng mc m bo dch v m khch hng yu cu, v khng nht thit l phi cao hn mc m khch hng i hi. Bi v mc m bo dch v cng cao th chi ph cho knh phn phi cng ln v gi tnh cho khch hng s cng cao. Thnh cng ca cc ca hng bn gi thp cho thy rng khch hng sn sng chp nhn mc m bo dch v thp hn mua c sn phm vi gi thp hn.

2.Xy dng nhng mc tiu v rng buc ca knh phn phi

Vic hoch nh mt knh hiu qu bt u bng s nh r cn vn ti th trng no vi mc tiu no. Nhng mc tiu c th l mc phc v khch hng ti u v cc trung gian phi hot ng th no. Mi nh sn xut trin khai nhng mc tiu ca mnh trong nhng iu kin rng buc t pha khch hng, sn phm, cc trung gian phn phi, cc i th cnh tranh, chnh sch ca doanh nghip v mi trng kinh doanh.

c im ngi tiu dng. Khi doanh nghip mun vn ti s khch hng sng ri rc th cn knh di. Nu khch hng thng mua u n tng lng hng nh cng cn nhng knh phn phi di v p ng nhu cu t v u n l rt tn km. c im sn phm. Vic thit k knh chu nh hng ln do c im ca khch hng. Nhng sn phm cng knh,nh vt liu xy dng hay bia ru v nc gii kht i hi knh phn phi m bo n mc thp nht c ly vn chuyn v s ln bc xp trong qu trnh lu thng t ngi sn xut n ngi tiu dng. Nhng sn phm phi tiu chun, nh my mc chuyn dng th cc i din bn hng ca ngi sn xut phi bn trc tip, v nhng ngi trung gian khng c kin thc chuyn mn cn thit. Nhng thit b cn lp t v dch v bo tr thng do ngi sn xut hay i l c quyn bn v bo tr. Nhng sn phm c gi tr ln thng do lc lng bn hngca ngi sn xut m nhn, m khng phi qua cc trung gian phn phi. c im ca cc trung gian phn phi. Vic thit k knh phi phn nh c nhng im mnh v im yu ca cc trung gian phn phi trong vic thc hin cc cng vic ca h. V d nh s khch hng m mt i din bn hng c th tip xc c trong mt thi gian nht nh v trong s c bao nhiu khch hng thun lng mua sn phm, hay chi ph tnh trn mt khch hng c th khc nhau cc trung gian phn phi. c im v cnh tranh. Doanh nghip cn phn tch nhng u th v nhng hn ch ch yu ca knh phn phi ca i th cnh tranh thit k knh phn phi ca mnh c kh nng cnh tranh cao. c im v doanh nghip. c im ca doanh nghip ng vai tr quan trng trong vic la chn knh. Quy m ca doanh nghip s quyt nh quy m p ng th trng v kh nng la chn nhng trung gian phn phi thch hp. Ngun ti chinh ca doanh nghip s quyt nh n c th thc hin chc nng marketing no v chc nng no s phi nhng li cho cc trung gian. c im mi trng kinh doanh. Khi nn kinh t ang suy thoi, ngi sn xut mun a sn phm vo th trng theo cch no t tn km nht. iu ny c ngha l h s s dng cc knh ngn v b bt nhng dch v khng cn thit lm gi bn tng ln. Ngoi ra nhng quy nh v nhng iu kin bt buc v mt buc php l cng nh hng ti vic la chn knh phn phi.

3. Xc nh nhng phng n chnh ca knh phn phi

Mt khi doanh nghip nh c th trng mc tiu v nh v tr cho sn phm ca mnh, th cng vic tip theo l phi xc nh nhng phng n chnh ca knh phn phi. Mi phng n ca knh c m t bng ba yu t : cc loi trung gian, s lng trung gian, cc iu kin v trch nhim ca mi thnh vin trong knh phn phi.

a. Cc loi trung gian

Doanh nghip c th xc nh cc loi trung gian c sn trn th trng to thnh knh phn phi cho mnh. Ngoi lc lng bn hng trc tip ca doanh

nghip, c th xem xt a vo knh phn phi cc trung gian nh i l ca nhng ngi sn xut khc, nhng ngi phn phi c quyn, i l bn l ph tng, nhng ngi bn l v th trng t hng qua bu in hay internet v. v... Cc doanh nghip cng phi tm kim nhng knh phn phi mi, nhm thu ht s ch ca khch hng nhiu hn so vi knh phn phi hin c. i khi doanh nghip li chn pht trin mt knh khc thng v l do kh khn hay qu tn km khi s dng knh thng thng, v t c thnh cng. u im ca knh khc thng l ch doanh nghip s gp phi mt mc cnh tranh yu hn do mi nhy vo knh ny. Chng hn nh hng m phm Avon chn cch bn hng lu ng do khng th thm nhp c vo cc ca hng bch ha tng hp. H khng nhng lm ch c phng thc bn hng lu ng, m cn kim c nhiu li nhun hn hu ht cc cng ty m phm khc bn hng qua cc ca hng bch ha tng hp.

b. S lng trung gian

Doanh nghip phi quyt nh s lng nhng nh trung gian cn c mi cp. C ba phng thc phn phi sau : i l c quyn. Mt s nh sn xut tnh cch hn ch s lng trung gian bn hng ca mnh khi h mun duy tr quyn kim sot cht ch i vi mc m bo dch v v khi lng dch v do ngi bn thc hin. Hnh thc cc oan nht ca vic ny l i l c quyn hay phn phi c quyn (exclusive distribution), vi mt s rt t ngi bn c giao c quyn phn phi sn phm ca ngi sn xut trong mi khu vc th trng ca h. Vic ny thng i i vi i hi c quyn kinh doanh, tc l ngi bn khng c bn hng ca cc i th cnh tranh. N cng i hi s hp tc cht ch gia ngi bn v ngi bn li. Phn phi c quyn c xu hng cao hnh nh ca ngi sn xut v cho php tnh ph gi cao hn. Phng thc phn phi c quyn thng c p dng trong lnh vc t, cc my mc thit b quan trng v thi trang cao cp. Phn phi chn lc (selective distribution). Phn phi chn lc s dng mt s ch khng phi l tt c nhng ngi trung gian no chp thun vic bn sn phm ca ngi sn xut. Cch ny thng c dng cc doanh nghip n nh hay nhng doanh nghip mi ang tm cch thu ht cc trung gian bng cch ha hn p dng chnh sch phn phi chn lc. u im ca phng thc phn phi chn lc l doanh nghip khng phi phn tn ngun lc ca mnh cho qu nhiu ca hng, gip cho doanh nghip xy dng c mi quan h lm vic tt vi cc trung gian c tuyn chn v trng i mt mc bn hng trn mc trung bnh. Phn phi chn lc cn cho php doanh nghip bao qut th trng mt cch thch ng m vn kim sot c nhiu hn v chi ph t hn so vi phng thc phn phi rng ri. Phn phi rng ri. Cc nh sn xut hng tin dng nh thuc l, xng du, x phng, thc phm, nc ngt v bnh ko v cc loi nguyn liu thng thng vn s dng cch phn phi rng ri. c im ca phng thc phn phi rng ri l ngi sn xut tm cch a sn phm v dch v vo cng nhiu ca hng cng tt. V khi ngi tiu dng i hi a im mua hng phi ht sc thun tin, th iu quan trng l phi m bo phn phi vi cng ln hn.

Nhiu nh sn xut c gng chuyn t phn phi c quyn hay phn phi chn lc sang phn phi rng ri nhm tng cng phm vi bao qut th trng v mc tiu th ca mnh. iu ny c th cho php h t c kt qu trc mt, nhng v lu di s b thit hi. Chng hn mt hng thi trang cao cp v mun tng mc tiu th ca mnh chuyn t phn phi chn lc vi mt s ngi bn l rt gii sang phn phi rng ri vi nhiu ngi bn hn th n c th mt i mt mc ng k quyn kim sot vic trng by sn phm, dch v km theo v nh gi. Mt khc khi c nhiu ngi bn l hn vi cc mc chi ph khc nhau, h c th tm cch h gi ca mnh thp hn cnh tranh vi nhng ngi bn l khc trong cng mt knh phn phi. Kt qu l to ra mu thn trong knh, v khch hng s thy hng thi trang ca hng ny t sang trng hn.

c. iu kin v trch nhim ca cc thnh vin trong knh phn phi

Ngi sn xut phi nh r cc iu kin v trch nhim ca cc thnh vin tham gia knh phn phi, bao gm vic cn nhc cc yu t ch yu : chnh sch gi c, iu kin bn hng, quyn hn theo lnh th, trch nhim v dch v h tr m mi thnh vin trong knh phi thc hin. Chnh sch gi i hi ngi sn xut phi xy dng mt bng gi v bng chit khu m nhng ngi bn hng trung gian tha nhn l cng bng v y . iu kin bn hng bao gm nhng iu kin thanh ton ( tn dng mua hng, cc khon chit khu tin mt, chit khu theo s lng, gim gi khi hng rt gi...) v trch nhim bo hnh ca ngi sn xut (i hng c khuyt tt, m bo cht lng qui nh,...) Quyn hn theo lnh th ca nh phn phi cng l mt yu t quan trng trong quan h gia ngi sn xut v cc trung gian phn phi. Cc trung gian phn phi cn bit r phm vi lnh th th trng m h c giao quyn bn hng. Ngoi ra ngi sn xut cng cn phi lm r trch nhim gia mnh v cc trung gian phn phi v cc dch v h tr nh qung co hp tc, t vn qun tr, hun luyn nhn vin,...

4. nh gi cc phng n chnh ca knh phn phi

Sau khi xy dng c mt s phng n knh phn phi, nh sn xut s chn ra mt knh phn phi tha mn tt nht nhng mc tiu di hn ca mnh. Mi knh phn phi cn c nh gi theo nhng tiu chun kinh t, kim sot v thch nghi.

a. Tiu chun kinh t

Mi phng n knh phn phi u to ra mt mc tiu th v chi ph khc nhau. Do , doanh nghip cn so snh mc tiu th v chi ph ca vic phn phi trc tip bng lc lng bn hng ca doanh nghip v phn phi (gin tip) qua trung gian. a s cc nh qun tr marketing u cho rng lc lng bn hng ca doanh nghip s bn c nhiu hn. V nhiu khch hng thch quan h trc tip vi doanh nghip. V i din bn hng ca doanh nghip ch tp trung vo vic

bn nhng sn phm ca doanh nghip v c hun luyn k hn bn nhng sn phm . H nng ng hn v quyn li v tng lai ca h ph thuc vo thnh cng ca doanh nghip. Tuy nhin, cc i l bn hng cng c th bn c nhiu hn lc lng bn hng ca doanh nghip, v cc l do: h c s lng nhiu hn; h cng c th l nhng ngi bn nng ng; mt s khch hng thch quan h vi nhng i l lm vic cho mt s hng sn xut ch khng phi nhng nhn vin bn hng ca mt hng sn xut; cc i l bn hng c quan h vi khch hng v am hiu th trng, trong khi lc lng bn hng ca doanh nghip phi xy dng nhng quan h t u, mt cng vic kh khn, tn km v i hi mt thi gian di. Tip theo doanh nghip cn so snh chi ph tiu th sn phm ti cc mc tiu th (doanh s) d kin ti gia cc knh phn phi khc nhau la chn knh phn phi thch hp ca doanh nghip. Trn th hnh 11.3, ta thy chi ph c nh cho vic hp ng vi mt i l bn hng thp hn chi ph c nh t chc bn hng bng lc lng bn ca doanh nghip. Nhng tng chi ph bn hng ca i l s tng nhanh (do chi ph bin i tng, trong c th v h c hng mc hoa hng cao hn). C mt mc tiu th chi ph bn hng ca hai knh u nh nhau. Nh vy i l bn hng l knh phn phi thch hp nu doanh s bn di mc Sb, cn nu trn mc Sb th lc lng bn hng ca doanh nghip s c a chung hn.
Chi ph bn hng

i l bn hng Lc lng bn ca doanh nghip

Sb

Mc tiu th (doanh s)

Hnh 11.4. So snh chi ph ti cc mc tiu th ca i l bn hng v lc lng bn ca doanh nghip

b. Tiu chun kim sot

Mt trong nhng tiu chun quan trng nh gi knh phn phi mc kim sot cc thnh vin ca knh. Nu s dng i l bn hng trong knh phn phi th ny sinh vn kim sot. i l bn hng l mt c s kinh doanh c lp thng ch quan tm n vic nng cao li nhun ca chnh n. Cc nhn vin ca i l c th tp trung vo nhng khch hng mua nhiu nht, nhng khng nht thit l sn phm ca nh sn xut . Ngoi ra, cc nhn vin ca i l c th khng nm

vng cc chi tit k thut v sn phm hay khng x l c hiu qu cc ti liu qung co ca doanh nghip.

c. Tiu chun thch nghi

Trong mi knh phn phi cc thnh vin u cam kt vi nhau v mt thi hn hot ng ca knh. Nhng nhng cam kt c th dn n tnh trng lm gim bt kh nng p ng ca ngi sn xut di vi mt th trng lun bin i. Trn nhng th trng thay i nhanh chng, khng n nh hay sn phm khng chc chn, ngi sn xut cn tm nhng cu trc knh v chnh sch m bo ti a kh nng kim sot v iu chnh nhanh chng chin lc marketing.

IV. QUYT NH V QUN TR KNH PHN PHI

Sau khi la chn c knh phn phi ca mnh, doanh nghip phi tin hnh vic qun tr hot ng ca knh mt cch c hiu qu. Vic qun tr knh phn phi i hi phi tuyn chn, ng vin cc trung gian v nh gi hot ng ca h qua thi gian.

1. Tuyn chn cc thnh vin ca knh phn phi

Mi ngi sn xut u c kh nng khc nhau trong vic thu ht cc trung gian tiu chun cho knh phn phi chn ca mnh. Mt s nh sn xut khng gp kh khn g trong vic tuyn chn trung gian phn phi. Trong mt s trng hp,vic ha hn v kiu phn phi c quyn hay chn lc cng thu ht c s ngi c nguyn vng tham gia vo knh phn phi. Ngc li cng c nhiu nh sn xut phi kh khn lm mi tm c s trung gian p ng tiu chun mong mun. D d dng hay kh khn trong vic tuyn chn trung gian, nhng ngi sn xut cng phi xc nh c cc trung gian tt phi c nhng c im ni bt no. H c xu hng nh gi cc trung gian v thm nin trong ngh, nhng mt hng h bn, mc li nhun v pht trin, kh nng tr n, kh nng hp tc v uy tn.

2. Kch thch cc thnh vin ca knh phn phi

Cc trung gian phn phi cn phi c khch l thng xuyn h lm tt cng vic c giao. Cc iu khon m h chp thun khi tham gia knh phn phi cng to ra mt s ng vin no , nhng cn c b sung thm vic hun luyn, gim st v khuyn khch. Nh sn xut phi lun ngh rng mnh khng ch bn hng thng qua cc trung gian, m cn bn hng cho cc trung gian na. Vic kch thch cc thnh vin ca knh phn phi lm vic tht tt phi bt u t vic hiu c nhu cu v c mun ca nhng ngi trung gian. McVey ch ra mt s c im ca nhng ngi trung gian: Ngi trung gian thng hnh ng nh mt ngi mua hng thay cho khch hng ca mnh ri sau mi l ngi bn hng thay cho ngi cung ng ca mnh, do h quan tm n vic bn nhng sn phm m khch hng mun mua. Ngi trung gian gn tt c cc mt hng ca mnh thnh mt loi sn phm (prodct line) c th bn km vi nhau nh mt b trn gi cho tng khch hng, ch khng phi ring tng mt hng.

Ngi trung gian s khng ghi chp s liu tiu th nu khng c khuyn khch, m nhng thng tin ny rt cn thit ngi sn xut pht trin sn phm, nh gi, ci tin bao b hay xy dng chng trnh c ng. Trn thc t, nhng ngi sn xut khng x l cc quan h vi cc trung gian ging nh nhau. Thng c ba kiu quan h i vi cc trung gian da trn c s hp tc, cng tc v lp k hoch phn phi. Phn ln cc nh sn xut u quan nim rng quan h vi cc trung gian thc cht l vn tm kim s hp tc. H c th p dng chnh sch c c rt v cy gy. H s s dng nhng ng lc thc y tch cc nh mc li cao, nhng tha thun c bit, tin thng, bt gi v hp tc qung co, trng by hng v t chc thi bn hng. i lc h li p dng nhng kiu trng pht nh e da gim mc li nhun, giao hng chm hoc chm dt quan h. Hn ch ca chnh sch ny l ngi sn xut khng nghin cu y nhng vn , yu cu, im mnh v im yu ca ngi trung gian. Nhng doanh nghip khn kho hn th c gng to dng quan h cng tc (partnership) lu di vi cc nh phn phi. Ngi sn xut xy dng mt nim rt r rng v nhng g m h mong mun cc nh phn phi v mt bao qut th trng, m bo mc d tr, trin khai marketing, cng tc k ton, t vn v dch v k thut, v thng tin th trng. Ngi sn xut s la chn nhng ngi phn phi chp thun nhng chnh sch v c ch th lao thch ng cho nhng ngi thc hin tt cc chnh sch ca mnh. Lp k hoch phn phi l mt cch quan h tin b nht vi cc trung gian. l vic xy dng mt h thng marketing dc, c k hoch c qun tr theo ng chc nng v kt hp c nhng nhu cu ca ngi sn xut ln ngi phn phi. Ngi sn xut lp ra mt b phn hoch nh quan h vi trung gian phn phi, cng vic ca n l xc nh cc nhu cu ca ngi phn phi v xy dng nhng chng trnh bn hng gip nhng ngi phn phi hot ng mc tt nht. B phn ny v nhng ngi phn phi cng nhau d kin cc ch tiu bn hng, mc d tr, cc mt hng v k hoch trng by hng, cc yu cu trong vic hun luyn bn hng, cc k hoch qung co vkhuyn mi. Mc tiu ch yu l bin cc nh phn phi t cch ngh rng h lm n pha ngi mua (trong mt quan h i u vi nh sn xut) chuyn sang cch ngh h lm n pha ngi bn v h cng l mt b phn trong h thng marketing dc tinh vi .

3. nh gi cc thnh vin ca knh phn phi

Ngi sn xut phi nh k nh gi hot ng ca nhng ngi trung gian theo nhng tiu chun nh mc doanh s t c, mc d tr bnh qun, thi gian giao hng cho khch, x l hng h hng hoc mt mt, mc hp tc trong cc chng trnh qung co v hun luyn ca doanh nghip, v nhng dch v ca ngi trung gian dnh cho khch hng. Ngi sn xut phi xc nh cc mc chit khu chc nng v theo m thanh ton cho tng dch v tha thun m knh phn phi thc hin. Nhng

trung gian lm vic km hiu qu cn c gp , n c v hun luyn thm hay chm dt quan h vi h.

V. QUN TR H THNG BN L, BN S V PHN PHI SN PHM VT CHT

1.Bn l
Bn l bao gm nhng hot ng lin quan n vic bn sn phm hay dch v trc tip cho ngi tiu dng cui cng h s dng vo mc ch c nhn. Mi t chc lm cng vic bn hng ny, d l ngi sn xut, ngi bn s hay ngi bn l, u lm cng vic bn l, bt k nhng sn phm hay dch v c bn nh th no (trc tip, qua bu in, qua internet hay qua my t ng bn hng) hay chng c bn u (ti ca hng, ngoi ph hay ti nh ngi tiu dng). Mt khc, ngi bn l hay ca hng bn l l nhng doanh nghip c khi lng hng bn ra ch yu di hnh thc bn l.

a. Cc hinh thc bn l
Cc t chc bn l rt a dng v nhng hnh thc mi vn tip tc xut hin. Chng ta s xem xt cc hnh thc bn l ch yu: bn l ti ca hng, bn l khng qua ca hng v cc t chc bn l. Ca hng bn l Ca hng chuyn doanh. Ca hng chuyn doanh bn mt chng loi hp sn phm, nhng rt a dng. V d nh cc ca hng qun o, ca hng dng c th thao, ca hng g, ca hng sch, ca hng bn hoa,... Ca hng bch ha tng hp. Ca hng bch ha tng hp bn mt s loi sn phm, thng l qun o, giy dp, m phm, trang sc, gia dng v c trang b ni tht, trong mi loi c bn nhng gian hng ring bit do chuyn vin thu mua hay bn hng qun l. Siu th . y l mt loi ca hng t phc v, qui m tng i ln, c chi ph bn hng thp v mc li thp, c thit k phc v tt c mi nhu cu ca ngi tiu dng v thc phm, bt git, cc sn phm bo tr nh ca,... cc nc pht trin, mi siu th bn khong chng t 10 n 15 nghn mt hng. Ca hng h gi. Ca hng h gi bn nhng sn phm tiu chun (khng phi sn phm km phm cht) thng xuyn vi gi thp hn do chp nhn mc li thp hn v bn vi khi lng ln hn. gim chi ph h s dng nhng c s nhng khu vc tin thu nh r, nhng ng ngi qua li. H ct gim mnh mc gi, qung co rng ri v bn nhng loi sn phm c chiu rng v chiu su va phi. Ca hng bn gi thp. Khc vi nhng ngi bn h gi thng xuyn mua hng vi gi s v chp nhn mc li thp gi gi bn l mc thp, nhng ngi bn gi thp thng xuyn mua hng vi gi thp hn gi s v bn cho ngi tiu dng vi gi thp hn gi bn l bnh qun trn th trng. Hnh thc ph bin nht ca ca hng bn gi thp l ca hng ca nh my thuc quyn s

hu ca ngi sn xut v do ngi sn xut iu hnh, thng bn cc loi sn phm d tha, mt hng chm dt sn xut hay sai qui cch. Phng trng by catalog. Phng trng by catalog cho ngi mua xem v la chn mua sn phm qua catalog. H bn vi gi h rt nhiu cc loi sn phm c nhn hiu, lu thng nhanh, gi tr cao nh kim hon, dng c in, my nh, ti xch, thit b nh, th thao,... H kinh doanh theo cch ct gim chi ph v mc li c th bn c gi thp hn nhng khi lng bn ln hn. Cc hnh thc ca hng bn l trn y c th chn mt trong bn mc dch v a dng ha s la chn v tha mn khch hng : - Bn l t phc v i vi nhn sn phm thng dng v trong chng mc no di vi sn phm mua c la chn. T phc v l yu t c bn ca cc ca hng h gi. Nhiu khch hng mun t mnh la chn, so snh ti ch tit kim chi ph. - Bn l t chn, trong khch hng tham gia tm kim sn phm v hon tt vic mua bn ca mnh sau khi thanh ton tinhang cho nhn vin bn hng. - Bn l phc v hn ch c mc h tr bn hng cao hn, k c cc dch v bn tr gp v nhn li hng mua. - Bn l phc v y c nhn vin bn hng sn sng gip trong qu trnh la chn, so snh ti ch. Bn l phc v y c chi ph cao duy tr nhn vin phc v, v thng p dng cho nhng sn phm c nhu cu c bit (hng thi thng, kim hon, my nh,...) vi chnh sch cho php tr li hng mua, bn tr gp, giao hng ti nh min ph, phc v ti ch i vi hng lu bn, v nhng tin nghi dnh cho khch hng nh phng ngi ngh v gii kht khng mt tin. Bn l khng qua ca hng Loi hnh bn l khng qua ca hng ngy cng pht trin nhanh chng v chim t trng ngy cng tng trong doanh s bn l. Nhng hnh thc ch yu ca bn l khng qua ca hng bao gm: Bn trc tip. Hnh thc bn trc tip ra i cch y nhiu th k do nhng ngi bn hng rong thc hin, v ngy nay vn cn c s dng kh ph bin, nht l i vi hng tiu dng. Mt cch bn hng trc tip c gi l marketing nhiu cp hay hnh thc bn hng hnh thp, theo mt doanh nghip tuyn m nhng ngi kinh doanh c lp lm ngi phn phi cc sn phm ca mnh, nhng ngi ny li tuyn m v bn hng cho nhng ngi phn phi ph, ri nhng ngi cui cng s tuyn m nhng ngi khc bn sn phm ca mnh, thng l ti nh khch hng. Tin th lao ca ngi phn phi bao gm mt t l phn trm doanh thu ca ton b nhm bn hng do ngi phn phi tuyn m cng nh s tin kim c trong mi trng hp bn trc tip cho cc khch hng bn l. Trong cch bn hng ny khng loi tr trng hp nhng ngi khi xng dng th on la o kim tin cn sn phm th t khi n c tay v tha mn c ngi tiu dng cui cng. Bn trc tip l hnh thc bn hng rt

tn km v phi chi ph vo nhng vic thu, hun luyn, qun l v ng vin lc lng bn hng. Marketing trc tip. Marketing trc tip xut pht t marketing n hng qua bu in, nhng ngy nay cch tip cn cng chng khc i, ch khng phi ving thm ti nh hay cng s, v bao gm marketing qua in thoi, marketing gii p trc tip trn truyn hnh v mua hng qua h thng internet. Vn ny s c trnh by trong chng XII. Bn hng t ng. Hnh thc bn hng t ng dc p dng cho nhng loi sn phm khc nhau t nhng sn phm thng dng mua ngu hng (thuc l, nc gii kht, ung nng, bnh ko, im tm, bo ch) v nhng sn phm v dch v khc ( lt, o phng, s mi, sch v, anbum nhc, bng hnh, i v rt tin t ng,...). My bn hng t ng c lp t ti nh my, cng s, khch sn, nh hng, cy xng, ga tu xe v sn bay, v phc v sut ngy m. Bn hng t ng l mt hnh thc bn hng tin li nhng kh tn km v gi hng thng cao v phi thng xuyn np hng nhng a im phn tn, t l mt cp cao, v khng phi bao gi cng lm hi lng ngi mua, v mt thc t l h khng th tr li hng. Dch v mua hng. y l hnh thc ngi bn l khng c kho hng, phc v nhng khch hng c bit, thng l nhn vin ca cc t chc ln nh trng hc, bnh vin, cc t chc ca nh nc. Nhng thnh vin ca dch v mua ny c quyn mua theo mt danh sch chn lc no ca ngi bn l vi gi chit khu. Chng hn mt ngi cn mua mt my vi tnh c nhn s nhn c mt phiu c s lm dch v mua ny, em n ngi bn l hp ng trc v mua vi gi chit khu. Ngi bn l s tr mt khon mt khon l ph nh cho c s dch v mua hng. Cc t chc bn l Ngoi cc ca hng bn l thuc quyn s hu c lp, cn c cc t chc bn l nh mng li bn l ca doanh nghip, hp tc x tiu th,...

b. Cc quyt nh marketing ca ngi bn l

Ngi bn l phi a ra nhng quyt nh quan trng v th trng mc tiu, danh mc sn phm v vic mua hng, dch v v bu khng kh ca ca hng, gi c, c ng v a im bn hng. Quyt nh v th trng mc tiu Quyt nh quan trng nht ca ngi bn l l v th trng mc tiu, tc l la chn nn phc v nhm khch hng no vi c im nh th no v nhu cu, kh nng mua sm, hnh vi tiu dng...Nhiu ngi bn l khng xc nh r khch hng mc tiu ca mnh hay c gng tha mn qu nhiu th trng, nhng khng p ng tt mt th trng quan trng no . Ch khi no nh r khch hng mc tiu ca mnh, ngi bn l mi c th xc nh ng danh mc sn phm, gi c, a im v cc bin php khuyn mi c tnh kh thi v hiu qu. Quyt nh danh mc sn phm v mua hng

Danh mc sn phm ca ngi bn l phi tng xng vi nhng k vng ca khch hng mc tiu. Trn thc t n tr thnh yu t then cht trong cuc cnh tranh gia nhng ngi bn l. Ngi bn l phi quyt nh chiu rng (nhiu hay t loi sn phm ) v chiu su (nhiu hay t mt hng, nhn hiu trong mi loi sn phm ) ca danh mc sn phm. Mt yu t quan trng na ca danh mc sn phm l cht lng hng. Ngi tiu dng thng quan tm n cht lng sn phm cng nh mc phong ph ca sn phm. Sau khi la chn danh mc sn phm, ngi bn l phi to c im khc bit c u th cho sn phm c th cnh tranh thnh cng vi nhng ngi bn l khc. Sau y l mt s cch to c im khc bit cho sn phm ca ngi bn l: To nt c trng bng mt s nhn hiu c quyn m ngi bn l khc khng c; qung co mnh m nhng sn phm c bit; gii thiu nhng sn phm mi l hay thng xuyn thay i mt hng kch thch khch hng lun n ca hng; cho bn u tin nhng sn phm mi v ti tn nht; m bo dch v theo mun ca khch hng,... Tip theo ngi bn l cn phi quyt nh v ngun, chnh sch v th tc mua hng. Trong nhng doanh nghip nh, ngi ch thng nm vic la chn v mua hng. nhng doanh nghip ln, mua hng c xem l mt chc nng chuyn mn v do nhng ngi chuyn trch m nhn. Chng hn nh trong cc ca hng bch ha ln thng s dng cc chuyn gia mua hng chuyn trch v tng loi sn phm v c quyn hn rt ln i vi vic la chn sn phm to nt c trng cho ca hng. Nhng ngi bn l cn nm vng cc k thut d bo nhu cu, la chn sn phm, kim tra tn kho, tnh ton qui m t hng ti u, x l n hng v kch thch tiu th c th p ng tt nht nhng i hi ca th trng mc tiu v ch ng thch ng vi nhng thay i ca th trng v i th cnh tranh. Quyt nh v dch v v bu khng kh ca ca hng Ngi bn l cng phi quyt nh danh mc nhng dch v cn m bo cho khch hng. Nhng ca hng tp phm trc kia thc hin nhng dch v nh giao hng tn nh, bn chu v tip xc vi khch hng, m nhng siu th ngy nay hon ton loi b. Danh mc dch v l mt trong nhng cng c trng yu to nn c im khc bit cnh tranh. Cc dch v ch yu bao gm: Dch v trc khi bn hng (tip nhn n hng, qung co hp tc, trng by, gi bn hng thun tin, trnh din thi trang, i c ly mi), dch v sau khi bn hng (giao hng tn nh, bao gi tng phm, lp t, hiu chnh, i hng, tr li hng), dch v ph tr (cung cp thng tin, i tin, bn hng tn dng, sa cha, phng ngi ngh, nh hng,...). Bu khng kh ca ca hng l mt yu t cnh tranh na ca ngi bn l. Mi ca hng u c mt dng v ring, mt cch b tr mt bng ring, c th gy kh khn hay to thun li cho khch la chn v mua hng. Ni chung, ca hng cn c mt mt bu khng kh c thit k ph hp vi khch hng mc tiu v hp dn h n vi ca hng. Quyt nh gi bn

Gi c ca ngi bn l l mt yu t ch yu xc nh v tr trn th trng v n phi c quyt nh ph hp vi th trng mc tiu, danh mc sn phm v dch v, v th cnh tranh ca ngi bn l. Tt c nhng ngi bn l u thch tnh ph gi cao v bn c khi lng ln. Nhng thng hai mc tiu ny khng i lin vi nhau. Nhng ngi bn l tnh ph gi cao thng bn c khi lng nh (cc ca hng chuyn doanh, hng cht lng cao), cn nhng ngi bn l tnh ph gi thp thng bn c khi lng ln (nhng ngi bn hng i tr, cc ca hng h gi). H cng cn phi ch n cc chnh sch nh gi. Hu ht nhng ngi bn l nh gi thp cho mt s mt hng cu dn khch hng. H tnh h gi i vi nhng sn phm lu thng tng i chm. V d, mt ngi bn giy d kin bn 50% s giy ca mnh vi mc ph gi thng thng l 20%, 25% vi mc ph gi 30%, v 25% cn li bn theo gi gc. Quyt nh c ng Ngi bn l c th s dng cc cng c truyn thng nh truyn hnh, tp ch, mng internet qung co hay cc cng c khuyn mi khc, hoc tuyn chn nhng nhn vin bn hng gii c th tha mn tt nht nhng i hi ca khch hng i vi vic chn mua v s dng sn phm. Quyt nh a im i vi cc sn phm tiu dng phc v cho cuc sng hng ngy ca dn chng, a im mua hng l mt trong nhng yu t quan trng nht chi phi s la chn ca khch hng. Ngi tiu dng thng chn mua thc phm, bnh ga v xng nhng im bn no gn nht v thun tin nht. Mt trong nhng vn phi gii quyt ca ngi bn l l vic nn b tr mt s ca hng nh nhiu a im hay b tr nhng ca hng ln mt s t a im. Ni chung, ngi bn l nu c iu kin th nn b tr mt s ca hng bao qut c mt khu vc a l ca th trng tit kim chi ph c ng v phn phi sn phm. nhng ni mt giao thng cao, ngi qua li nhn nhp thng l nhng a im thun li cho vic b tr im bn hng, nhng cng l ni c gi thu nh t cao. la chn a im thch hp, ngi bn c th s dng cc phng php khc nhau trong vic nh gi cc a im nh thng k lu lng xe qua li, iu tra thi quen mua sm ca ngi tiu dng, phn tch nhng a im cnh tranh,... Ngi bn l c th nh gi hiu qu bn hng ca mt ca hng c th bng cc ch tiu : s ngi i qua ca hng trung bnh trong mt ngy, t l s ngi vo ca hng trong tng s ngi i qua ca hng, t l s ngi c mua hng trong tng s ngi vo ca hng, s tin trung bnh chi tiu cho mt ln mua hng ca mt khch hng. Mt ca hng yu km c th v nm v tr khng thun li, hay t ngi qua li chu gh vo ca hng, hay c nhiu ngi vo ca hng ch lt xem ch khng mua, hay ngi mua khng mua nhiu hng lm. Tt c nhng vn ny c th khc phc c. Vn mt giao thng c khc phc bng cch chn a im thch hp hn, s ngi vo ca hng c th tng ln bng cch qung co hp dn hn v trng by hng trong cc quy knh tht p thu ht s ch v

quan tm ca khch hng, cn s ngi mua hng v s hng c mua ch yu l vn ca cht lng, gi c sn phm v ngh thut bn hng.

2. Bn s a.Khi nim
Bn s bao gm mi hot ng lin quan n vic bn sn phm hay dch v cho nhng ngi mua bn li hay s dng vo mc ch kinh doanh. N khng bao gm nhng ngi sn xut bi v h l nhng ngi u tin tham gia vo qu trnh sn xut, v cng khng bao gm nhng ngi bn l. Nhng ngi bn s (cn gi l nhng ngi phn phi) khc vi nhng ngi bn l mt s im. Th nht l nhng ngi bn s t quan tm hn n vic c ng bn hng, n bu khng kh v a im bn, v h quan h vi nhng khch hng kinh doanh, ch khng phi ngi tiu dng cui cng. Th hai l qui m nhng v giao dch bn s ln hn qui m nhng v giao dch bn l, v ngi bn s bao qut a bn rng hn ngi bn l. Th ba l cc ch nh lut php v mc thu ca Nh nc i vi ngi bn s v ngi bn l thng khc nhau. V nguyn tc nhng ngi sn xut c th bn thng sn phm ca mnh cho nhng ngi bn l hay ngi tiu dng cui cng. Nhng trn thc t th h vn s dng nhng ngi bn s trong cc knh phn phi, chnh l do vai tr ca nhng ngi bn s trong vic gia tng hiu qa tiu thu. Th nht l nhng ngi sn xut nh vi ngun ti chnh c hn khng th pht trin nhng c s bn hng trc tip. Th hai l ngay c nhng ngi sn xut c vn cng c th thch s dng tin ca mnh m rng sn xut ch khng phi tin hnh cc hot ng bn s. Th ba l hiu qu kinh doanh ca nhng ngi bn s thng cao hn do tm hot ng c quan h vi khch hng rng hn v c trnh nghip v chuyn mn cao hn. Th t l nhng ngi bn l kinh doanh nhiu loi sn phm thng hay thch mua ton b cc mt hng ca mt nh bn s ch khng mua trc tip ca tng ngi sn xut. V vy m nhng ngi bn l v nhng ngi sn xut u c nhng l do s dng nhng ngi bn s. Nhng ngi bn s c th thc hin c hiu qu hn mt hay nhiu chc nng sau y: - Bn hng v khuyn mi. Nhng ngi bn s c mt lc lng bn hng c th gip cc nh sn xut vn ti c nhng khch hng nh vi ph tn tng i thp. Ngi bn s c nhiu quan h kinh doanh v thng c khch hng tin tng hn so vi ngi sn xut xa. - Thu mua v hnh thnh cc loi sn phm. Ngi bn s c kh nng la chn cc mt hng v hnh thnh nhng loi sn phm m khch hng cn, nh vy khch hng mt cng tm kim t nhiu ngun khc nhau. - Phn l cc loi hng ha. Ngi bn s tit kim c tin cho khch hng ca mnh nh mua nhng l hng ln ri phn ra thnh nhng l nh. - Lu kho. Ngi bn s bo qun hng d tr, nh vy gim c chi ph lu kho v ri ro cho nhng ngi cung ng v khch hng. - Vn chuyn. Ngi bn s m bo giao hng nhanh hn cho ngi mua, bi v h gn khch hng hn so vi nhng ngi sn xut.

- Ti tr. Ngi bn s ti tr cho cc khch hng ca mnh khi bn chu cho h, ng thi cng ti tr cho c nhng ngi cung ng cho mnh khi t hng trc v thanh ton kp thi. - Gnh chu ri ro. Ngi bn s phi gnh chu ri ro mt mc no khi tip nhn quyn s hu v chu cc tn tht do mt cp, h hng v li thi. - Cung cp thng tin v th trng. Ngi bn s cung cp cho ngi cung ng v khch hng ca mnh nhng thng tin v hot ng ca cc i th cnh tranh, v sn phm mi, v tnh hnh bin ng gi c v.v... - Dch v qun l v t vn. Ngi bn s thng gip nhng ngi bn l hon thin hot ng kinh doanh bng cch hun luyn nhn vin bn hng ca h, gip b tr mt bng ca ca hng v trng by hng, ci tin cng tc thng k k ton v kim tra mc d tr sn phm. H c th gip cc khch hng cng nghip bng cch m bo cc dch v hun luyn v k thut.

b. Cc hnh thc bn s
Ngi bn s c phn ra thnh bn nhm: Ngi bn s thng mi, ngi mi gii v i l, cc chi nhnh v vn phng ca ngi sn xut v ngi bn l, v ngi bn s chuyn doanh khc. Ngi bn s thng mi Ngi bn s thng mi l nhng doanh nghip thng mi c lp mua quyn s hu hng ha m h kinh doanh. Trong cc lnh vc thng mi khc nhau h c tn gi l ngi bun bn s, ngi phn phi hay ngi cung ng. Ngi bun bn s gm c ngi bn s phc v y v ngi bn s phc v hn ch. Ngi bn s phc v y . Ngi bn s phc v y m bo nhng dch v nh bo qun hng d tr, duy tr mt lc lng bn hng cho tr gp, giao hng tn ni v h tr vic qun l. H c hai loi: ngi bn s hng tiu dng v ngi bn s t liu sn xut. - Ngi bn s hng tiu dng c th bn cho ngi bn l mt s loi sn phm hay mt vi loi sn phm vi chiu su tng i ln. - Ngi bn s t liu sn xut chuyn bn t liu sn xut cho nhng ngi sn xut vi cc loi sn phm, mt loi sn phm hay mt phn ca loi sn phm. H c th tp trung vo nhng loi sn phm hay nhng mt hng nht nh thun tin cho vic bo tr, sa cha v khai thc, nhng mt hng ph tng ca cc thit b c chng, nh bc n, ng c in, hay trang thit b nh cc dng c in cm tay, xe nng hng. Ngi bn s phc v hn ch. Ngi bn s phc v hn ch m bo cho ngi cung ng v khch hng ca mnh mt s t dch v. H gm c: ngi bn s ti ca hng, ngi bn s giao mi, ngi bn s giao hng trc tip, ngi bn s k gi, ngi bn s qua bu in, v hp tc x sn xut. - Ngi bn s ti ca hng ch c mt loi sn phm hn ch nhng bn chy v bn hng cho nhng ngi bn l nh ly tin mt v thng l khng giao hng tn ni.

- Ngi bn s giao mi ch yu thc hin chc nng bn v giao hng tn ni. H kinh doanh mt loi sn phm gii hn v thng l d h hng, kh bo qun (nh sa ti, bnh m, mn n im tm nh), bn ly tin mt khi i giao hng cho cc siu th, cc ca hng thc phm nh, bnh vin, nh hng, qun n ca cc nh my v khch sn. - Ngi bn s giao hng trc tip thng kinh doanh cc mt hng cng knh khng ng thng vn chuyn nh than , g x v cc thit b ln. H khng mua v d tr hng, m sau khi nhn c n t hng ca khch h la chn ngi sn xut ngi ny s gi hng trc tip cho khch hng vi nhng iu kin v thi gian giao hng tha thun. Ngi bn s giao hng trc tip ch nm quyn s hu hng v gnh chu mi ri ro t khi tip nhn n hng cho n khi giao hng cho khch. - Ngi bn s k gi thng phc v cc ca hng bn l thc phm v dc phm, ch yu l kinh doanh nhng mt hng khng phi thc phm. H cho xe ch hng n tn ni cc ca hng, c ngi n trng by chi, sch, hng kim kh, dc phm v m phm, v.v... H nh gi bn ,thng xuyn b sung hng mi, t chc trng by hng ti ni mua v theo di hng d tr. H kinh doanh theo iu kin k gi, c ngha l vn gi nguyn s hu hng ha v ch m bo nhng dch v nh vn chuyn, trng by hng, duy tr hng d tr v ti tr. H hu nh khng khuyn mi, v kinh doanh nhiu mt hng c nhn hiu c qung co rng ri. - Ngi bn s qua bu in gi catalog v trang sc, m phm, mn n c sn v nhng mt hng lt vt khc cho cc khch hng trong khu vc bn l, sn xut cng nghip v cc c quan khc nm nhng vng ln cn. Khng c lc lng bn hng ving thm cc khch hng. n t hng c thc hin ri gi cho khch qua bu in, giao hng bng t hay mt phng tin vn ti khc c hiu qu. - Hp tc x sn xut thuc quyn s hu ca cc x vin v thc hin vic thu mua sn phm ca nng dn bn trn th trng a phng. Cui nm li nhun ca hp tc x c chia cho x vin. H thng c gng nng cao cht lng sn phm v tuyn truyn nhn hiu ca hp tc x thu ht c nhiu ngi mua sn phm. Nhng ngi mi gii v i l Nhng ngi mi gii v i l khc vi nhng ngi bn s thng mi ch h khng s hu hng ha v ch thc hin mt s t chc nng. H thng chuyn mn ha theo loi hng ha hay loi khch hng, v thc hin chc nng ch yu l to iu kin thun li cho vic mua bn, v hng mt t l phn trm tin hoa hng trong gi bn. Ngi mi gii. Chc nng chnh ca ngi mi gii l a ngi mua n vi ngi bn v gip h tha thun vi nhau. Bn thu h s phi tr cho h mt khon tin. H khng d tr hng, khng tham gia vo vic ti tr hay gnh chu ri ro. V d in hnh nht l nhng ngi mi gii bo him v nhng ngi mi gii chng khon.

i l. i l i din cho ngi mua hay ngi bn trn c s lu di,gm mt s hnh thc sau y: - i l ca nh sn xut i din cho hai hay nhiu nh sn xut nhng loi sn phm b sung cho nhau. H k kt nhng vn bn tha thun chnh thc vi tng nh sn xut v chnh sch gi c, a bn hot ng, th tc, loi sn phm ca nh sn xut v da vo nhng quan h rng ri ca mnh tiu th sn phm ca nh sn xut . Phng thc i l ca nh sn xut c s dng cho nhng loi sn phm nh qun o, g v in. Hu ht cc i l ca nh sn xut u l nhng doanh nghip thng mi nh vi mt s t nhn vin l nhng ngi bn hng gii. Hnh thc ny cng c s dng trong nhng trng hp nh sn xut nh khng c kh nng ti chnh duy tr lc lng bn hng ring ca mnh v nh sn xut ln mun s dng i l thm nhp vo nhng th trng mi hay i din cho h nhng th trng m h khng th s dng nhn vin bn hng lm victhng xuyn c. - i l tiu th theo hp ng k kt c quyn tiu th ton b sn phm ca nh sn xut. Nh sn xut hoc l khng mun bn tm n vic tiu th hoc l cm thy khng iu kin. i l tiu th hot ng nh phng tiu th ca nh sn xut v c nh hng ln n gi c, thi hn v iu kin bn hng v thng c mt trong cc lnh vc nh sn phm dt, ch to thit b cng nghip, than , ha cht v st thp. - i l thu mua ni chung c quan h lu di vi nhng ngi mua ca mnh v thu mua cho h nhng mt hng cn thit, tip nhn, kim tra, nhp kho ri chuyn n cho ngi mua. Mt trong nhng hnh thc ca i l thu mua l nhng ngi thu mua i phng, tm kim nhng mt hng thch hp m nhng ngi bn l nh c th kinh doanh. H hiu bit v cung cp cho khch hng ca mnh nhng thng tin b ch v th trng cng nh tm kim cho h nhng ngun hng tt vi gi hi. - Ngi bn s y thc l i l trc tip nm ngun hng v ng ra tha thun v vic tiu th chng. H thng khng hot ng trn c s nhng hp ng lu di. Thng hay s dng h nhiu nht l nhng ngi nng dn khng mun b cng i bn sn phm ca mnh v khng phi l x vin hp tc x sn xut. Ngi bn s y thc s ch nng sn n mt ch trung tm, bn ton b hng, tr i cc khon chi ph v tin hoa hng ri giao ton b s tin cn li cho ngi nng dn sn xut ra s nng sn . Chi nhnh v vn phng ca ngi sn xut v ngi bn l Hnh bn s c bn th ba l ngi bn hay ngi mua t xc tin cc hot ng mua bn ch khng thng qua nhng ngi bn s c lp. C hai loi: vn phng giao dch v chi nhnh bn hng, vn phng thu mua. Vn phng giao dch v chi nhnh bn hng. Nhng nh sn xut thng t chc nhng vn phng giao dch v chi nhnh bn hng ring ca mnh qun l cht ch hn vic d tr, bn hng v khuyn mi. Cc chi nhnh bn hng m bo d tr hng v thng c mt trong nhng ngnh nh ch bin g, sn xut

thit b v ph tng xe my. Cc vn phng giao dch bn hng khng d tr hng v thng c mt trong cc ngnh hng dt may v tp ha. Vn phng thu mua. Nhiu ngi bn l c vn phng thu mua ring ca mnh ti nhng trung tm th trng chnh. Nhng vn phng thu mua ny ng vai tr tng t nh nhng ngi mi gii v i l, nhng l mt b phn thuc t chc ca ngi mua. Nhng ngi bn s khc Trong nhng lnh vc kinh t nht nh cn c mt s hnh thc bn s chuyn doanh nh nhng c s thu mua nng sn vi khi lng ln chuyn ch n cc c s ch bin, nhng i l u mi xng du bn v giao hng n tng cy xng, nhng cng ty bn s u gi nhng l hng ln.

c. Quyt nh marketing ca ngi bn s

c th p ng tt hn nhng yu cu ngy cng cao ca khch hng, s i mi ca cng ngh, nhng c gng mua hng trc tip ca ngi sn xut v nhng p lc t pha ngi bn l, nhng ngi bn s phi hon thin nhng quyt nh chin lc ca mnh v th trng mc tiu, chng loi sn phm v dch v, gi c, c ng v a im. Quyt nh th trng mc tiu Ngi bn s cn xc nh th trng mc tiu ca mnh, ch khng nn c phc v tt c cc th trng. H c th chn nhm khch hng mc tiu theo tiu chun v quy m (v d, nhng ngui bn l ln), loi hnh khch hng (v d, ca hng bch ha), theo yu cu phc v (v d, nhng khch hng cn mua chu) hay nhng tiu chun khc. Trong khun kh nhm mc tiu h c th xc nh nhng khch hng c li nht cho mnh, c k hoch cho hng tch cc hn v thit lp quan h tt hn vi nhng khch hng , xy dng h thng h tr vic hun luyn qun l v t vn. H c th loi b nhng khch hng t c li hn bng cch yu cu khi lng t hng ln hn hay tnh tng thm gi i vi nhng n hng nh. Quyt nh v danh mc sn phm v dch v Sn phm ca ngi bn s l danh mc sn phm, bao gm cc loi sn phm v mt hng m h bn. Ngi bn s chu sc p rt ln buc h phi bn y cc loi sn phm v mt hng, v m bo lng d tr c th cung ng ngay khi cn thit. Nhng iu c th lm gim li nhun ca h. Ngy nay ngi bn s ang suy tnh li xem nn bn bao nhiu loi sn phm v mt hng v ch chn ra nhng loi sn phm v mt hng no c li hn cho mnh. H phn hng cc mt hng ca mnh thnh cc nhm A, B v C, trong nhm A l nhng mt hng c li nht, nhm C l nhng mt hng t c li nht. Mc d tr hng thay i ty theo ba nhm ny. Ngi bn s cng cn nhc xem nhng dch v no gp phn nhiu nht vo vic thit lp quan h cht ch vi khch hng v nhng dch v no cn loi b hay tnh tin. Vn c bn l phi xc nh c mt s hnh thc dch v c khch hng nh gi cao. Quyt nh v gi c

 trang tri nhng chi ph ca mnh, nhng ngi bn s thng tnh thm vo gi gc ca sn phm mt khon ph gi theo mt t l phn trm thng thng, chng hn l 20%. Chi ph c th chim 17% v nh vy cn li khong 3% l li nhun. H c th chu gim bt t l li nhun mt s mt hng ginh c nhng khch hng quan trng nht. H cng c th yu cu nhng ngi cung ng tnh gi c bit khi h mua mt khi lng ln sn phm ca ngi cung ng. Quyt nh v c ng Nhng ngui bn s thng t ch tm n vic c ng. H da ch yu vo lc lng bn hng ca mnh t c nhng mc tiu c ng. V hu ht nhng ngi bn s u xem vic bn hng nh l vic thng lng ca mt nhn vin bn hng vi mt khch hng, ch khng phi l n lc tp th bn, to ra v phc v nhng li ch quan trng ca khch hng. V vic qung co, nhng ngi bn s c th p dng k thut to hnh nh m nhng ngi bn l vn s dng. H cn trin khai mt chin lc c ng ton din bao gm: tuyn truyn, qung co, khuyn mi v cho hng. H cngc th s dng rng ri cc chng trnh v t liu qung co ca ngi cung ng. Quyt nh a im Ngi bn s thng b tr c s ca mnh nhng a bn c gi thu nh r, mc thu thp v chi mt mc ti thiu vo vic hon thin mt bng v trang b ni tht. Thng th cc h thng x l hng v n hng u lc hu so vi trnh k thut hin ti. Mt s ngi bn s tm cch gim chi ph bng vic t ng ha cc h thng x l hng v n hng. n t hng c np vo my tnh v cc mt hng lp tc c cc thit b c kh chn ra v chuyn ln bng a n khu vc giao hng, chng c tp hp li cho khch. Hin nay hu ht nhng ngi bn s u s dng my tnh lm cc cng vic thng k, k ton, lp ha n, qun l hng d tr v d bo. iu ny gip gim bt kh nhiu thi gian tr li khch hng v tng c khi lng hng bn. Nhng ngi bn s thnh cng thng m bo nhng sn phm v dch v ca mnh thch ng vi nhng nhu cu lun thay i ca nhng ngi cung ng v khch hng mc tiu ca mnh. H nhn thc c rng l do c bn h tn ti l lm tng gi tr v hiu qu cho knh phn phi. H khng ngng hon thin danh mc sn phm cc dch v ca mnh v tm cch gim chi ph hot ng c th p ng nhng thch thc ca cnh tranh._

3. Nhng quyt nh phn phi sn phm vt cht

Vic thu ht v tha mn khch hng chu nh hng rt nhiu vo kh nng phn phi sn phm ca ngi sn xut. V th cn kho st kha cnh vt cht ca vic phn phi, tc l nghin cu xem lm th no cc doanh nghip lu kho, x l v vn chuyn sn phm vt cht n ng a im v ng thi gian cho khch hng ca mnh vi mt mc hiu qu mong mun. y, chng ta s xem xt bn cht, cc mc tiu, cc h thng phn phi sn phm vt cht.

a. Bn cht ca vic phn phi sn phm vt cht

Phn phi sn phm vt cht (physical distribution) l vic lp k hoch, thc hin v kim tra cc dng lu chuyn nguyn liu v thnh phm t ni sn xut n ni s dng nhm p ng c nhu cu ca ngi tiu dng v t c li nhun. Mc ch ca phn phi sn phm vt cht l qun tr cc mng li cung ng, tc l cc dng gia tng gi tr t ngi cung ng n ngi s dng cui cng. Phn phi sn phm vt cht bao gm mt s hot ng. Trc ht l d bo mc tiu th, cn c vo doanh nghip ln lch tin sn xut v xc nh mc d tr sn phm . K hoch sn xut ch r nhng vt t m b phn mua hng phi t mua. Nhng vt t ny c vn chuyn n nh my, i vo khu tip nhn v c bo qun trong kho d tr nguyn liu. Nguyn liu qua qu trnh sn xut s bin thnh thnh phm. Kho d tr thnh phm l cu ni gia n t hng ca khch hng v hot ng sn xut ca doanh nghip. Vic thc hin n t hng s lm gim mc d tr thnh phm, cn hot ng sn xut th li lm tng mc d tr . Dng thnh phm ri khi dy chuyn lp rp i qua phn xng ng gi, nhp vo kho ca nh my, x l ti b phn gi hng, vn chuyn i, nhp vo kho trung chuyn, ri giao cho khch hng v thc hin cc dch v. Nhng hot ng phn phi sn phm vt cht mt khi khng n khp, s dn n chi ph cao v khng p ng c yu cu ca khch hng.
Mua sm Sn xut Phn phi vt cht

Ngi cung ng

Cc kn phn phi

Khch hng

Hnh 11.5. Mng li phn phi sn phm vt cht Cc nh qun tr rt quan tm n chi ph phn phi. M n chim ti 30 40% gi thnh sn phm. Nhng yu t chnh trong tng chi ph phn phi sn phm vt cht l vn chuyn (37%), d tr hng (22%), lu kho (21%) v x l n hng, phc v khch hng, qun l phn phi (20%). Cc chuyn gia tin rng c th tm thy nhng khon tit kim ln trong lnh vc phn phi sn phm vt cht, vn c coi nh "gii hn cui cng cho cc tit kim chi ph". Tren thc t vn cn tnh trng cha khai thc ht nng lc trong vic phi hp cc quyt nh v lu kho, phng thc vn ti, a im ca nh my, kho bi v ca hng. Phn phi sn phm vt cht khng ch l chi ph m cn l mt cng c hu hiu to sc cu. Nhiu doanh nghip c th thu ht thm khch hng nh a ra c nhng dch v tt hn, gi c thp hn nh vic ci tin phn phi. Nhiu doanh nghip b mt khch v khng cung ng c hng ng lc. Ma h 1976, Kodak tung ra chin dch qung co ton quc cho loi my chp nh ly lin ca mnh trc khi giao s my cho cc ca hng. Khch hng khng thy c bn Kodak nn mua Paloroid. T tng truyn thng v phn phi vt cht bt u t sn phm nh my v c gng tm ra nhng gii php t tn km nht a chng n cho khch

hng. Nhng ngi lm marketing li cao t tng hu cn ca th trng bt u t nhu cu ca th trng v i ngc li n quyt nh sn xut nh my.

b. Mc tiu ca vic phn phi sn phm vt cht

Nhiu doanh nghip cho rng mc tiu ca h l cung cp ng mt hng vo ng a im, ng thi gian vi chi ph phn phi thp nht. Tuy nhin quan nim ny chng hng dn hot ng thc tin c bao nhiu. Khng mt h thng phn phi hng no li c th ng thi tng ti a s phc v cho khch hng v gim ti mc ti thiu chi ph phn phi. Phc v khch hng ti a ngha l lu kho ln hn, vn chuyn cc tt, c nhiu kho bi... tt c nhng th u lm tng chi ph. Cn mc chi phi ti thiu ngha l vn ti r tin, t tn kho, t kho bi. m bo dung ha c cc hot ng phn phi vt cht, cc quyt nh phi c cn nhc trn c s chung ton h thng. im xut pht thit k h thng phn phi vt cht l xem khch hng yu cu nhng g v cc i th cnh tranh c th p ng nhng g. Khch hng quan tm n vic giao hng kp thi, ngi cung ng sn sng p ng nhng nhu cu t xut, vn chuyn sn phm cn thn, nhn li hng c khuyt tt, nhanh chng i li hng khc v m nhn vic d tr hng cho khch. Tm quan trng tng i ca nhng yu cu v dch v ca khch hng ty thuc vo c im sn phm v mc ch s dng ca khch hng. Tuy nhin khch hng no cng mong mun c phc v tt vi mc chi ph chp nhn c. Doanh nghip phi tnh n nhng tiu chun dch v ca i th cnh tranh v t ra cng m bo mc dch v ngang bng vi h. Nu mc tiu l tng ti a li nhun ch khng phi doanh thu, th doanh nghip phi tnh ton chi ph c th m bo dch v mc cao hn. Thc t th mt s doanh nghip m bo t dch v hn v tnh gi thp hn, s khc li m bo nhiu dch v hn v tnh gi cao hn. V c bn doanh nghip phi xy dng c nhng mc tiu ca vic phn phi sn phm vt cht hng dn cho vic lp k hoch ca mnh v trin khai vic phn phi mt cch hiu qu. Chng hn Coca-Cola mun m bo Coke lun trong tm tay khi mun c, hay IBM mun mi trc trc c khc phc trong vng ba ting ng h bt c ni no trn th gii.

c. X l n t hng
Vic phn phi sn phm vt cht bt u t n t hng ca khch hng. Ngy nay cc doanh nghip ang c gng rt ngn chu k t hng-chuyn tin, tc l khong thi gian t khi a n t hng n khi thanh ton. Chu k ny bao gm nhiu bc, nhn vin bn hng chuyn n hng, ng k n t hng v i chiu cng n ca khch hng, ln k hoch d tr v tin sn xut, gi hng v ha n tnh tin, nhn tin thanh to. Chu k ny cng ko di th mc hi lng ca khch hng v li nhun ca doanh nghip cng thp. Lng hng t thm ti u c th xc nh c bng cch xem xt tng chi ph x l n t hng v thc hin lu kho mi mc t hng khc nhau.

d. Lu kho
Mi doanh nghip u phi tn tr v bo qun hng trong khi ch bn. Vic lu kho sn phm l cn thit v cc chu k sn xut v tiu th t khi trng khp vi nhau. Nhiu loi nng sn c sn xut theo ma, nhng nhu cu th lin tc. Vic lu kho s khc phc c nhng sai lch v s lng v thi gian mong mun. Doanh nghip phi quyt nh s lng v qui m nhng a im cn thit bo qun sn phm. C nhiu a im bo qun ngha l c th a hng ti cho khch hng nhanh hn. Tuy nhin, n li lm tng chi ph lu kho. S lng a im bo qun phi m bo cn i gia mc phc v khch hng v chi ph phn phi.

e. Hng tn kho
Mc d tr hng l m quyt nh quan trng v phn phi vt cht v n c nh hng ti vic tha mn khch hng. Cc nhn vin bn hng mun doanh nghip ca h lun tn tr hng p ng c ngay cc n t hng ca khch hng. Tuy nhin v mt chi ph s km hiu qu nu doanh nghip d tr hng qu nhiu. Chi ph d tr hng tng ln vi tc nhanh dn khi mc phc v khch hng tin gn n 100%. Vic thng qua quyt nh d tr hng i hi phi bit khi no th cn t thm hng v t thm bao nhiu. Khi mc d tr cn dn, ban lnh o cn phi bit n gim ti mc no th phi t thm hng mi. Mc tn kho gi l im t hng hay (ti t hng). im t hng l 50 c ngha l phi ti t hng khi lng tn kho cn 50 n v sn phm. im t hng phi cng cao nu thi gian ch thc hin n hng cng di, tc s dng cng ln v tiu chun dch v cng cao. Nu thi gian ch i thc hin n hng v tc tiu hao ca khch hng thay i, th phi xc nh im t hng cao hn m bo lng tn kho an ton. im t hng cui cng phi m bo cn i ri ro cn ngun hng d tr vi chi ph d tr qu mc. Mt quyt nh tn kho khc na l t thm bao nhiu hng. Mi ln t hng khi lng cng ln th s ln t hng cng t. Doanh nghip cn cn i chi ph x l n t hng v chi ph d tr hng. Chi ph x l n t hng gm chi ph chun b v chi ph qun l ca mt hng . Nu chi ph chun b thp, th nh sn xut c th sn xut mt hng thng xuyn v chi ph cho mt hng hon ton n nh v bng chi ph qun l. Nu chi ph chun b cao, th ngi sn xut c th gim bt chi ph trung bnh tnh trn n v sn phm bng cch sn xut v duy tr lng hng d tr di ngy hn. Chi ph x l n t hng cn c so snh vi chi ph d tr. Mc d tr bnh qun cng ln th chi ph d tr cng cao. Nhng chi ph d tr hng ny gm ph lu kho, ph vn, thu v bo him, khu hao v hao mn v hnh. Chi ph d tr c th chim n 30% gi tr hng d tr. iu ny c ngha l nhng ngi qun tr marketing mun doanh nghip ca mnh d tr nhiu hng phi chng minh c rng lng hng d tr ln hn s em li phn li nhun gp tng thm ln hn phn chi ph d tr tng thm.

Chi ph n v

Tng chi ph trn n v Chi ph d tr trn n v Chi ph x l n hng trn n v

Qo

S lng t hng

Hnh 11.5. Xc nh lng t hng ti u Lng t hng ti u c th xc nh bng cch theo di tng chi ph x l n hng v chi ph d tr hng tng ng vi cc mc t hng khc nhau. Hnh 11.5 cho thy chi ph x l n hng trn mt n v sn phm s gim xung khi s n v sn phm t mua tng ln v chi ph t hng chia u cho nhiu n v sn phm hn. Chi ph d tr trn mt n v s tng ln khi s n v t mua tng ln v mi n v s tn ti trong s d tr lu hn. Hai ng cong chi ph ny cng li theo phng thng ng s cho ng cong tng chi ph trn mt n v sn phm. im thp nht trn ng cong tng chi ph trn mt n v sn phm chiu thng xung trc honh s cho s lng t hng ti u. Ngy nay cng c nhiu doanh nghip chuyn t mng li cung ng n u sang mng li cung ng theo yu cu. Mng li u lin quan n nhng doanh nghip sn xut vi khi lng sn phm theo d bo mc tiu th. Doanh nghip to ra v d tr ti cc im cung ng khc nhau, nh ti nh my, ti cc th trng phn phi v cc ca hng bn l. Mi im cung ng u t ng ti t hngkhi t ti im t hng. Nu tnh hnh tiu th chm hn d kin, doanh nghip s tm cch gim bt lng d tr hng bng cch bo tr cho cc hp ng v cc bin php khuyn mi. Mng li cung ng theo yu cu do khch hng ch ng trong c phn sn xut lin tc v phn d tr khi c n hng v. V d cc nh sn xut t Nht Bn tip nhn cc n t hng mua t, sn xut ri gi i trong vng bn ngy. Benetton, mt nh thi trang Italia, kinh doanh theo h thng p ng nhanh, nhum nhng chic o len ca mnh theo nhng mu ang bn chy thay v c gng d on trc nhng mu sc m cng chng s a thch. Vic sn xut theo n hng ch khng phi theo d bo gim c rt nhiu chi ph d tr v ri ro.

g. Vn chuyn
Nhng ngi lm marketing cn quan tm n nhng quyt nh ca doanh nghip v vn chuyn sn phm. Vic la chn phng tin vn chuyn s nh hng n vic nh gi sn phm, vic bo m giao hng ng hn hay khng v

tnh trng ca sn phm khi ti ni, tt c nhng yu t s nh hng n mc tha mn ca khch hng. Trong vic vn chuyn hng n cc kho ca mnh, cho cc i l v khch hng, doanh nghip c th chn trong nm phng tin vn chuyn: ng st, ng thy, ng b, ng ng v ng hng khng. Ngi gi hng phi xem xt cc tiu chun nh tc , tn sut, tin cy, nng lc vn chuyn, kh nng sn c, c im sn phm v chi ph chn phng tin vn chuyn thch hp, k c phng tin ring hay hp ng thu vn chuyn. TM TT Phn ln nhng ngi sn xut u cung cp sn phm ca mnh cho th trng thng qua cc trung gian phn phi. Knh phn phi l tp hp nhng c nhn hay nhng c s kinh doanh ph thuc ln nhau trong qu trnh to ra v chuyn sn phm hay dch v t ngi sn xut n ngi tiu dng. Knh phn phi c vai tr rt quan trng gip cc doanh nghip gii quyt kh khn v ti chnh v nhn s, y nhanh tc tiu th sn phm, gim bt u mi giao dch. Thng qua vic thc thi cc chc nng thng tin, c ng, tip xc, cn i, thng lng, phn phi vt phm, ti tr v chia s ri ro, lp c khong cch v thi gian, khng gian v quyn s hu ca ngi tiu dng i vi cc sn phm v dch v. Cc knh phn phi cng c thit k theo cc c im khc nhau ca sn phm v dch v, gm c knh phn phi hng tiu dng, knh phn phi t liu sn xut v knh phn phi dch v, v c t chc thnh knh trc tip (ngi sn xut bn thng cho khch hng) hay gin tip (thng qua cc trung gian). Nhng b phn trong knh phn phi kt ni vi nhau bng cc dng lu chuyn vt cht, lu chuyn s hu, lu chuyn thanh ton, lu chuyn thng tin v lu chuyn c ng. Theo dng thi gian, c bn cch t chc hot ng ca knh phn phi l: knh truyn thng (tp hp ngu nhin cc c s kinh doanh c lp), h thng marketing dc (cc thnh vin ca knh tm cch s hu mt phn cu thnh vin khc kim sot hot ng ca nhau), h thng marketing ngang (hp tc gia cc thnh vin cng cp), h thng marketing a knh (mt doanh nghip s dng hai hay nhiu knh phn phi cho nhng nhm khch hng khc nhau). Nhng ngi lm marketing cn phi xem xt cc nguyn nhn gy mu thun trong knh phn phi nh s xung khc v mc ch, s khc bit v nhn thc, vai tr v quyn hn ca cc thnh vin khng r rng, s l huc li ch ca cc trung gian vo ngi sn xut, trn c s x l cc loi mu thun chiu dc gia cc cp khc nhau trong knh, mu thun chiu ngang gia cc thnh vin cng mt cp ca knh, mu thun a knh gia hai hay nhiu knh cnh tranh vi nhau trn cng mt th trng ca cng mt ngi sn xut. Vic thit k knh phn phi i hi phi phn tch nhu cu khch hng v mc m bo dch v (qui m l hng, thi gian ch i, a im thun tin, sn phm a dng, dch v h tr); xc nh nhng mc tiu v nhng yu cu bt

buc ca knh (mc phc v khch hng ti u, cc trung gian phi hot ng th no cn c vo c im khch hng, sn phm, i th cnh tranh, chnh sch ca doanh nghip v mi trng kinh doanh); xy dng v nh gi cc phng n chnh ca knh v la chn knh phn phi (cc loi trung gian, s lng trung gian, cc iu kin v trch nhim ca mi thnh vin trong knh, nh gi cc knh theo cc tiu chun kinh t, kim sot v thch nghi). Vic qun tr knh phn phi mt cch c hiu qu i hi phi tuyn chn cc trung gian (theo thm nin trong ngh, nhng mt hng ang bn, mc li nhun v pht trin, kh nng tr n, kh nng hp tc v uy tn), ng vin cc trung gian (theo kiu hp tc, quan h cng tc hay lp k hoch phn phi). Tip theo, doanh nghip phi a ra cc quyt nh qun tr kim sot h thng bn l, bn s v phn phi sn phm vt cht. Bn l l vic bn sn phm hay dch v trc tip cho ngi tiu dng cui cng h s dng vo mc ch c nhn, bng cc hnh thc: ca hng bn l (chuyn doanh, bch ha tng hp, siu th, ca hng h gi, ca hng bn gi thp,phng trng by catalog) theo bn mc dch v a dng ha s la chn v tha mn khch hng :bn l t phc v, bn l t chn, bn l phc v hn ch, bn l phc v y ; bn l khng qua ca hng (bn hng trc tip, marketing trc tip, bn hng t ng, dch v mua hng); cc t chc bn l (mng li bn l ca doanh nghip, hp tc x tiu th). Ngi bn l phi a ra nhng quyt nh v th trng mc tiu; chiu rng (nhiu hay t loi sn phm ) v chiu su (nhiu hay t mt hng, nhn hiu trong mi loi sn phm) ca danh mc sn phm v vic mua hng; danh mc dch v v bu khng kh ca ca hng; gi c (mc ph gi), c ng v a im bn hng. Tt c nhng yu t phi tng xng vi nhng k vng ca khch hng mc tiu. Bn s l vic bn sn phm hay dch v cho nhng ngi mua bn li hay s dng vo mc ch kinh doanh. Nhng ngi bn s c c im l quan h vi nhng khch hng kinh doanh ch khng phi ngi tiu dng cui cng, qui m giao dch ln bao qut a bn rng, c vai tr quan trng trong vic gia tng hiu qa tiu th ca ngi sn xut. Ngi bn s thc hin cc chc nng: bn hng v khuyn mi, thu mua v hnh thnh cc loi sn phm, lu kho, vn chuyn sn phm, ti tr cho khch hng ngi cung ng, gnh chu ri ro, cung cp thng tin v th trng, dch v qun l v t vn. C bn hnh thc bn s ch yu: Ngi bn s thng mi (ngi bn s hng tiu dng, ngi bn s t liu sn xut, ngi bn s ti ca hng, ngi bn s giao mi, ngi bn s giao hng trc tip, ngi bn s k gi, ngi bn s qua bu in, hp tc x sn xut), ngi mi gii v i l (ngi mi gii, i l ca nh sn xut, i l tiu th, i l thu mua, ngi bn s y thc), cc chi nhnh v vn phng ca ngi sn xut v ngi bn l, v ngi bn s chuyn doanh khc. c th p ng tt hn nhng yu cu ngy cng cao ca khch hng, s i mi ca cng ngh, nhng c gng mua hng trc tip ca ngi sn xut v nhng p lc t pha ngi bn l cng nh nhng thch thc ca cnh tranh, nhng ngi bn s phi hon thin nhng quyt nh chin lc ca mnh v th trng mc tiu, chng loi sn phm v dch v, gi c, c ng v a im.

Cui cng, doanh nghip phi a ra quyt nh v phn phi sn phm vt cht, tc l cc quyt nh v lp k hoch, thc hin v kim tra cc dng lu chuyn nguyn liu v thnh phm t ni sn xut n ni s dng nhm p ng c nhu cu ca ngi tiu dng v t c li nhun. Phn phi sn phm vt cht bao gm mt s hot ng: d bo mc tiu th, lp k hoch sn xut v xc nh mc d tr sn phm, t mua v d tr vt t, sn xut v d tr thnh phm, x l n t hng, vn chuyn n khch hng v thc hin cc dch v. T tng truyn nhng gii php t tn km nht a chng n cho khch hng. Nhng ngi lm marketing li cao t tng hu cn ca th trng bt u t nhu cu ca th trng v i ngc li n quyt nh sn xut nh my. Khi xc nh mc tiu ca vic phn phi vt cht doanh nghip cn phn tch nhng mc ch s dng sn phm v yu cu v dch v ca khch hng, c im sn phm v tiu chun dch v ca i th cnh tranh. Trong vic x l n t hng cn tm cch rt ngn chu k t hng-chuyn tin, tc l khong thi gian t khi a n t hng n khi thanh ton trong mi quan h vi chi ph x l n hng v chi ph lu kho. Doanh nghip phi gii quyt vn lu kho (s lng v qui m nhng a im cn thit bo qun sn phm), tn kho (mc d tr hng) v mc t hng ti u, nhm m bo cn i gia mc phc v khch hng v chi ph phn phi. V vn chuyn nh hng n vic nh gi sn phm, vic bo m giao hng ng hn cho khch hng, nn doanh nghip cn xem xt cc tiu chun nh tc , tn sut, tin cy, nng lc vn chuyn, kh nng sn c, c im sn phm v chi ph ca cc phng tin vn chuyn la chn phng n vn chuyn thch hp, k c phng tin ring hay hp ng thu vn chuyn.

CU HI 1. V sao phi phn phi qua trung gian ? Vai tr ca cc trung gian trong vic phn phi sn phm ? 2. Th no l knh phn phi trc tip v knh phn phi gin tip? Vic la chn knh v xc nh s lng cc cp trung gian trong knh phn phi gin tip c ph thuc vo loi sn phm cn phn phi hay khng ? 3. C s khc nhau c bn no gia cc knh marketing truyn thng, h thng marketing dc, h thng marketing ngang v h thng marketing a knh ? 4. Phn tch cc mu thun ch yu trong h thng knh phn phi, nguyn nhn v cch thc gii quyt cc mu thun ? 5. Nhng yu cu no ca khch hng m doanh nghip phi m bo khi quyt nh thit k knh phn phi ? 6. Nhng c im no doanh nghip cn lu khi xc nh mc tiu phn phi ?

7. u im v nhc im ca cc phng thc phn phi : i l c quyn, phn phi chn lc v phn phi rng ri ? iu kin p dng ca mi phng thc phn phi trn ? 8. Nhng tiu chun no thng c s dng la chn phng n knh phn phi chnh ? 9. Ngi qun tr marketing phi a ra nhng quyt nh no tng cng kim sot cng nh kch thch v ng vin cc thnh vin trong knh phn phi ? 10. Bn l l g ? Chc nng ca ngi bn l ? Cc hnh thc bn l ch yu ? Nhng quyt nh marketing ca ngi bn l ? 11. Bn s l g ? Chc nng ca ngi bn s ? Cc hnh thc bn s ch yu ? Nhng quyt nh marketing ca ngi bn s ? 12. Doanh nghip cn a ra nhng quyt nh no trong vic phn phi sn phm vt cht ?