06/30/2021 ona BRE THUONG MRL BAI GIANG DIEN TU HOC PHAN MARKETING CAN BAN Bomb Nguyen Ly Marksteg Myc tiéu cy thé -+¥8 ibn tha: cb toe cn v8 marking ob i vb ‘an Gera guy enh, dn koa che qyBt oh margin, {he vl ann viedo hg, “+8 iy nang: Thanh nao lp vat kha nghien cu, gt quyét vin db markoing. Roach nh chin luge, chinh Sach rhein KY nang it v8 nghign cau va di ra marketing rag phan teh lk heaen, teh, bm sos ae 89 ev cha martetng -+V8 nding lye ty cho vi trch nif: ty dh bg v8 hich "aor te le Wf 8 Wh nara hoe vn dng fn hae vb earsctng 9 pang re din dt enon rn nae phat ay 1 gp +8 th 6 trong hee tHp, rong céng vige dig glae: Tih ‘ye them gla hs! dong ebng ding, cong tac sp DE wong v8 ‘goal rung cb aon hig vor cBhg vie, te pheng lam ve pe Sar axl @ Tai ligu tham khao ® @ Chwrong trinh cua hoc phan 1. Poilp Koller & Gary Amstong (2072), Nguyén ftp ay, NX LOXHL 4" ein, 2. Tr Minh B90 (2019), Gio trinh markting cn bn, NXB OM Kou Td Qube Dan {3 Pram Ti Llgn (2017), Tinh hung makeing, NXB OHA. 44 Lan Dan The (2018), Marktng hind NXB Tai chin, 5: Dove Petar (2009), Marketing etn oi tr, NXB Tp. 8 Chi 6. Pilp Kater, Gary Amsttong 2012), Principles of marketing, 14" ‘3, Pearson Prete Hall USA 7.Mél sb wobsie tram kde hitpinvararketingeeniuc.com! ups tans +Phint Khai quat v8 marketing va cde nan «6 nh huréng ‘dén hal ding markeling ea doanh nghigp. 2>H@ théng thong tin marketing va nghién cizu marketing Thi ruéng va hanh vi mua ca khach hang > Chién lvoe chung marketing cis doanh nghigp +Phin2 »Céc chinh sich co ban cia marketing trong doanh ‘nghigp: Chinh sich sdn phim; Chinh sch gid; Chinh sséch phn phi Chin sch xi tién thyeng mel Xu thé phat tid oda marketing. bs ren teeiny = @ Muc tiéu cua hoc phan ‘Myc tiéu chung +Ném_vang ngweén W co ban vb nguyen Wy marketing, 06 rng kre the sén, tye han trong thn kat heat dng marketing ca doanh nghép. ‘@Muc tiéu cy thé (chudn au ra) 4VB kin thie AVE Kj nang +b nang ye ty chi va rch nem +Vé th a tong hoe tap, tong cong vige duge giao ks ota ty as ‘auona pat noe owe mat Chuong 1: Gidi thiéu khai quat vé marketing NGi dung chinh + Ban chét cia marketing + C&c kh nigm quan trong cue marketing + Qua trinhtén dng marketing + Vai te va chi nang cia hé marketing + N6i dung, 66 trong va phuorg php nghién et hoc phan By mtn Nn Mate06/30/2021 @ Két cau chuong 4.1. Ban cht cla marketing 1.2. Chie nang va vai trd cla marketing 1.3. NOi dung, d6i tygng va phuong phép nghién ciru hoc phan Marketing Can ban ks nan a tg aa Lich sir phat trién cia marketing (arm ae a wa Hargis —[sapox rope Hnh thé Con wanh a mie, KTON ph wi nash uc is [Ng cian Bs tba mn Host dog —|Vn dyna markting-m Hiv aud | XuSthign marketing hign i 4. Ki eS se mua v8 NC chva this mn guy Goh Hao [7070K an nay finn thé can tanh gut, CAE Wa ru eu we |seng phat én [ucts [Ths mn nu cu an ea ce pe dope TE Host ang Phi tin cing BB markesngarix wi dich wy ES ing, mn ih we vin Se @.. Ban chat cua marketing 1.1.1, Co s& khoa hge va lich si phat trién ‘clia marketing Cor sé khoa hee: gidi quyét mau thuBn gira san >uat va tu ding; can tranh. ‘Lich sty phat tridn cia marketing: Qua trinh phat tri ciia marketing 161 nay da rai qua 4 gia doan. ® Cac quan idm quan tr] marketing: o6 5 quan diém quan tr marketing duye sir dung & cdc doanh nghigp. bees | Phan dinh marketing co dién va ® marketing hign dai () Marketing c6 dién | | (1) Marketing hién dai Giup tiéu thy nhanh| |Nghé thuét két hop, van \chéng hang héa da dure | |\dung nhdng né ye nhdm 'sén xudt ra thing qua||khém phd, séng tao, phan phbi, quing céo va| |théa man va got mé ban hang, Inhu edu eda khich hang {8 tao ra lpi nhuén. sendn Noni ites @ # Lich sir phat trién marketing 7 Sin mat sin phim quyat dink frat gin [3070 inh the [Gung << Gu titng Figc is [Sin wudt hing bat in phim dha 6 Heat na Tap ung hy hain mut Hu qua [xuBthign marketing e& i ‘Phan phai—ban hang quyet aah Filan [chin tanh 98 tL - S00 inh thé [Gung > Chat vuog uct [Quay ving san must bg pan pO, aiting Ht dng [Prin 8 hin ot, quia c, nie ih Bn k nanan =i = Phan dinh marketing cé dién ® va marketing hign dai ‘) Marketing c6 dién |.) Marketing hién dai xu pratt, | Beant neh Thitrwtng 5 ae Nhu clu “Trang ts ‘in ph a NB lye markoting nh th hda Loinnuan qua su hal Feng eta krich hang Phoengtitn | Ban vad én wyeeich | Lotnbusn qua ‘doanh 88 L ‘btn NL arg |06/30/2021 Tw tedng chinh cua @ marketing hign dai °8.Col th] trvég, khach hang 18 xuat phat diém, ‘muc ti6u, d6ng luc (khich hang 1a thurong a). \BRAt col trong khdu ti6u thu, dA nd 66 vj ti cao trong chién lee kinh doanh, BBAn cai thi trudng cén chir khong ban céi minh 6 \BPhai nghién cinu ky thi trating dB 66 img xir linh hoat, 26 hig luc {BPhai dura nhanh tién bd khioa hoc ky thuét v8o inh doanh, ks nan a tg =| @ 1.1.2. Mét 86 khai niém co ban (tiép) an phim: Sén phd (quan dim marketing) 1 bat ky thir gi direc cung ting chéo hang cho ‘mt th truég dé tao ra su chi ¥, dat t6 viée mua va tiéu dng nhdm théa man mét nhu céu hose ‘mong muén nao dé. hanh vi nhgn tir mot nguei nao 46 thir ma minh mun bing cach dua Iai cho ho thir hho muén 66 gid tr twong dvong. BS dn Nan aang =5] @ Cac quan diém quan trj marketing ® 1.1.2. Mét 6 khai nigm co ban (tiép) £2 Quan aim trong san xudt, £2 Quan dim trong san pha. £2 Quan diém trong ban hang. {Quan aiém trong marketing 1 Quan diém marketing xa hdl. bee Th trrdng: La tap hyp khach hang va nhding ng cung dng ign tye, tim nang of nhu cu ‘san phém ma doanh nghigp c6 dy én kinh doanh trong méi quan hé v6i cdc nhan t6 moi {rung marketing va tap nguri ban ~ d6i thi eanh tran eta n6. © gp sin phim th rung: Nhong sn phdm 2 4th8 duge thiét KB cho nhiing thi truémg muc teu nihdt inh © Chao hang thi trong: sy két hgp cla san phdm, dich vu thong tin kb eign tana =i @ 1.1.2. Mét 86 khai niém co ban © Marketing: la mt dang hoat ding cia con nguéi nhdm théa man nhu cdu va mong muén ciia ho thong qua tra0 ai. ‘®Nhu cau ty nhién (Needs): la cm giée thiéu hut mot Timbiu, iva eran Khdch hing o6 Kh nding nh. Hung din kich ing két bap dng, 6on 68 hang..: ‘chun bj sin sang giae hang id van, husng dn knch von chuyén hang ha voi chi ‘hi thip ih, ph hop vot kh >TB chizc hg thbng eho tang >Té chi vin & bao g6i van chuyén hop If > Xae Igp he théng vin ding vat I, ce phzong php psn ai ci ibn mua bi, tha tod tong Kant phan ph Pht hign va xD lp tho ey 1 U8, deh the vib mung 6ot -kénh hin phd cd thb didn ea ong qua tinh van dng chia hang hea BS dn Nan aang =] @ 1.2.2. Chic nang cia marketing ® * Tiéu thy ‘Thich ing Phan phéi weTieu thy #H6 tro Mao hiém *Dibu hoa, phéi hop bee Chie nang quan trong ht tn hign ehét lrgng ven han he chive ning bn a: > Nahin eu marketing v6 khach Nang > TB chic hoat dong hau cdn > An dn va ibm sost gi ban. > Techie quing cio va xc tén ban, > Lya chon phuang phép, cing nghd va tinh 6 kj thudt thyong krong va bn hing. >> Quyét inn ste ban va th ehbe lve Leong ba, > Treo dBi v quan t ban. 78 che ich wy thyong mal tube, Yong va sau ban hang. ron Na @ #* Thich tng Marketing san phém: tinh nang, kiéu dang, mu ma, phong cach,. YNghién ciru nhu cdu thi trrdng: ném bat inhGing 6i hai cla khach hang. >Tu van cho bé phan san xudt: cung c4p théng tin v8 yéu cdu cla khéch hang abi voi nhimng san pham/dich vu. ks cn a ag ® + H6 tro Bin hinh hod va phan loal sn phdm. > Quang cdo thuong mal. >Xic tién ban hang, Dich vy yém tre san phdm. HE) oho. >» Quan hé vi céng lun va ban hang. >T6 chive tin dung throng mai va dich vu. Vn dung cac trung gian chire nang. TE chic héthéng tn th trxég.. L pte Nt arg |06/30/2021 8 % Mao hiém ‘Dura ra nhGing quyét din khi chua 6 sy che chan trén cor Soni reas nt > i rita cng vl pe en Tuaatan gy to ra et ot a > Xée fp inhibu gidi phdp tinh thé dé chép nhgn, x hy 15) he ut ic nn ua 8 om aus > Sp tn tng igh cash ar > Sl rane dg sgn ge rh We > eb aotng ct uct org Zech yo sok ks nan a tag | ‘auona pat noe owe mat . CHUONG 2: MO! TRUO'NG MARKETING Néi dung chinh + Khai nig mal trromg marketing + Mai taréng marketing vim + Mai trong marketing vi me. '* Sy anh hudng cila cdc yéu té trvéng dén hoat dng marketing cia doanh nghigp emt gta @ 4 Didu héa, phéi hop > Dit hoa la cde BO phn chi nng cia deanh nghiép ‘duge thé hig ten hal mat + Didu née tatty tb che + Bidu hoa nhong anh chp, sung 49k trong van hah ce cate nang ela deanh nhiep. >it hoa phi hgp trong nbi bp 8 che va vn nh choke ‘nang marketing a doarh nghie. + Liza chen marksting hn hop + Did ho tn thé va vn eng tN co + KEL hop ce oat dong marketing cde ning ¥6t marketing ac naniep bee ® Két cau chwong hoc 2.1. Khai niém va su can thiét nghién ctvu méi trong marketing 2.2. Méi trvong marketing vi m6 2.3. Méi trvéng marketing vi m6 1.3. Béi t .ndi dung va phurong phay Qo maT 13.1. tt va nhigm wy hoe phn *¥Go 88 chuyenngann 4 Trang oy kidn the co ban v8 kon doanh Bb dai tao ning Ive phn en hoal dong Kin doanh 1.9.2, pli twong ci hg phn “Fighach thé: Nha clu 69 ste mua chva duge théa man Chi thd: Cae phon thte Ung xt kirh doanh doy ge {6 coanh nghigp,aham thda man nhu ebu kach thé 1.3.3. NOI dung eaa hee phin “Phd 4 Khai qual men hoc, mB dng, Phin 2 Ung xt mareotng eae cp 60 1.3.4, Phuong php nghién cau “Tgp ogn ne thbog, loge leh si + Tid can tye ibn ede vin dB yd, hibu qua t6i vu ks ttn a ag 2.1. Khai nigm va sy can thiét nghién cou OQ Se 2.1.4. Khai nigm méi truéng marketing -Méi tring marketing bao ham céc tée nhan vi Ie lugmg bén ngosi marketing dang nh hurtmg «dn kha ning quan tri marketing trong céng cuse trién khai va duy tri méi quan hé thanh céng v6 khich hang myc tu cla doanh nghip. (Philip Kotler, 2018) L pte Nt ane |06/30/2021 242. Sy ein thiét nghién cou @ méi trong marketing eMBi truéng tao ra sw xung d@t, kim ham sv phat tién eda doanh nghigp nhung cing ‘go ra dong luc thuc dy. JGae nha t cia mai trong én bign dng 42i hi doanh nghigp pha nghign cau, theo di va du doa ks —— =| ® 2.2.1. Nhan khau hoc + Quy m6, mat dé va téc dé tang dan sé. + Co cdu dan sé, tinh trang hén nhan, gia dinh, + T6c dé 66 thi hoa. + Céc chi sé khdc. k sonia nn @ Cac nhan té cia mai trong marketing ® 2.2.2. Chinh tri - Phap luat + Thé ché chinh tri + Cac b6 lua, luat va van ban dud luat. + Co lat cha yu 06 anh huéng an marketing va throng mai +H théng chinh séch. ‘Bao ham céc lye zene x hol rong lon dang nh hung dn {oan eye m6 tng vim6,n6i BO doanh gh va tgo ra thet ‘ce cing nur méi de doa dé vor doanh nahi: k So =i ® 2.2.3. Ty nhién + Bidu kign ty nhién, dia ly, khi hau. + Tai nguyén thién nhién. +O nhiém moi twang va sy can kiét tai nguyen. + Sy can ela chinh phi trong vige quan ly tai nguyén thién nhién. ee06/30/2021 2.2.4, Khoa hoe ky thuat 8 cong nghé + Tinh hinh nghién cau co ban va Ging dung + Trinh 49 cong nghé sén xudt -kinh doanh + Bao hd va ting dung khoa hoc - céng nghé + H@ théng tidu chudn héa va phan loai ks nan a tg xa ® 2.3. Méi trueng vi mé La nhong lye lwong c6 quan hé trye tiép voi doanh nghigp ma doanh nghiép cé thé tac dong nguoc tré lai mang tinh ca bidt va cuc 166, c6 thé chia than hal nhém: + Nhém méi truéng ngi bg: cae yéu 6 trong oanh nghigp 8 anh huéng kha nang vn dung marketing hvu higu +Nhém mei trvéng_nganh (nhigm vy): nha cung c4p, trung gian marketing, khach hang, di thi canh tranh va cong ching BS dn Nae arg =] . Kinh té vi mé @ 2.2: Tao ra nhimng co’ héi va de doa, bé bude; Gsm nhding nhan 16 kinh t& anh hwéng dén kha nang va m6 hinh tiéu thy cla ngurdi tiéu ding, *Tinh hinh va dién bién kinh t6 téng quat. + Cac chi sé kinh té vi mo. + Anh huréng ctia céc khéi higp wéc kinh t L Sonia a Qyrem méi tring nganh (nhigm vy)| eng ‘he | orca} —|rreting [| MP kb edge aes =i @ 2.2.6. Van héa — Xa héi Bao ham nhiing dinh ché va lye long dang téc dong dén gid tri can ban, nhan thre, thi hiéu cling phong cach thay thé xt sy xa hii. + Cac gid tri can ban, nhan thie, thi Ribu, trinh 6 van héa, 16i séng, va chudn myc cing xi, + Cac nhém xa héi, xu thé, Idi séng céng déng + Ce quan nim, ks cn a ag ® 2.3.1. Nha cung c4p Nhang cha thé dura ra nhtng yéu t6 dau vao cho doanh nghigp, co anh huéng dén hoat dong marketing eda doanh nghigp + Nauyén vat igu + Thanh phdm, ban thanh phim + May moc thiét bi, quy tinh cong nghe + Lao déng + Th6ng tn L pte Nt ane |06/30/2021 @ 2.3.2. Trung gian marketing [Nhtng chi thé giup két ni doanh nghdp va khdch hang, 6 anh hudng dén hat dng marketing cia deanh atin. + Trung gian phan phi “Trung giant chinh + Trung gian ooh ws ks nan a tg xl ® 2.3.5. Céng ching + Nhing eh thé c6 mi én hg nt dh v6 doann nh, tao ra'sy tac déng a lam dn host dong mar dant nghitp. soa aoe || SaaS [ca Tig cae ‘ing ei a chin tank” |] emo || SNe See |] Poa a ‘Ging ching | [ CBng chine mite” || a phuong | | One cna bk sonia nn al @ 23.3. 061 tha canh tranh @ 2.3.6, Yéu t6 ndi bé cua td chee [Nhung chi thé cing huéng i6i mot ai tugng khach hang ‘ma doanh nghigp dang hung te. + Cae gbe dbldang 8 tha can anh + Gc han vi canh and > MB hinh, phism thd dng xe ma hi ua ea bee na Che yéu 6 bn trong doanh nghip e& fbn quan trve ‘ip én du pan va quan tr markoting hu: rguén lve 18) chinh, nguBn Wve RED, ngubn lve nhan sy va che, van ha doanh nghigp, mi quan M8 gia cic ‘hong ban tong dean nghip, bs eine taa = 8 2.3.4. Khach hang Bao gm nhiing chai thé mua san phim va dich vy ciia doanh nghiép. © Khdch hang eé nhan © Khach hang t8 chire k nanan tag =i ® Mét sé van dé can luuy + Khai nig v8 phn inh moi rab + Géc nha 18 cia mi tung vi m6 va sy Anh hud ti hoat dng marketing cia doanh nghip. 1 Cae nhan 16 ota moi twong vi md va sy anh hung te hoat dng marketing ca doanh nghip. + Sy anh huéng cia mei turéng abn hoat dng marksting ella cde doanh nghip eee06/30/2021 ona BRE THUONG MRL CHUONG 3: HE THONG THONG TIN VA NGHIEN CUU MARKETING CUA DOANH NGHIEP Nhéng ngi dung chinh “Kal nib 8 hu tic tng hg Sn makeing I? + Khali 8 fe ai nh nghién civ marketing? 2 Quy vinh phuong phéputn nahin ctu marketing? 5 ma Ng Mating 3.1.2. Cau tric clla M.LS. a | “Théo tin Fig tng thong tn mar ‘makeing @ Két cau chuong ® v= Cau tric cia MLS. 3.1. H8 théng thong tn marketing 3.2. Khai quat v8 nghién ecru marketing 3.3. Quy trinh nghién ecru marketing bee + HA théng tin npi be: T&D hop ee quy ttn va: ngubn ung ed thing tn oo ban Ben tong. +H alitu tra marketing (inh bio): Tap hop cde quy tinh va ngusn duge si dung a8 co 6 gu dang on bin hang gy én th truong + H@-nghién ciru marketing: Thu thép, x2 W théng tn vb ‘metvan a8 doanh nghibp dang icon, + Hi phan tich marketing: Gd Kj thudt théng kB val mo hinn phan tch dB ibu hanh marketing hu ie. kb eine taa = @ 3.1. Hé théng théng tin marketing 3.1.1. Khai niém va vai tré M.L.S. ‘shai nigm MLLS. la cu triic bao gdm con ngudi, thiét bj Va che auy tinh th hop, ph log hn ih, Iwgng gia va phan phéi cdc théng tin chinh xdc, Kip ha, then hap cho ngubt quan euyst inh marketing nham tang cuéng higu thyc ké hoach héa, thyc hign va kiém tra marketing. ks cn a ag 3.1.3. Danh gid nhu clu va phat @ he théng théng tin marketing + Loai hinh thong tin? + Mire 46 cain thiét cia théng tin? + Phuong thire phat trién hé théng théng tin marketing? L pte Nt ane | 1006/30/2021 @ Khai quat vé nghién citu marketing] 3.2.1. Khai nigm va vai trd cila nghién iru marketing © Ki nig: Ngbin edu marketing qué tinh thu tip 66 hg théng, ghi chép phin log, phin tich va théng {pt 08 mye tu ect iu 6 lon quan dén thél 38 ong ty, nhu edu, ¥ nigm, quan aiém, dong co... cia cic cd fandn hose t6 chic téu ting trong mi! quan be taong tie wai cdc host déng hing ngay Val tr’: Cung ep tng tn cho ngue ra quy6t ints {B Giim ho tong kin doant. 1B Timkidm co ho mei, th tong mei {3 Cung edp thong tin cho hoach gnh chin keg Lata db nS ey quang cdo. ks Sonia ae = @ Nghién cdru khach hang va ngwei tiéu thy (nghién ccru chi tiét thi trvémg) + Xte dinh théng 86 kh quét va phn loa! tap Kndch hang tim nang + Nghién ou tp tin hig thve eta tp Khsch hang (thi quen tau ding, mua sém...) + Nghidn ca tp th tinh tin eta tp Khdch hang (sy ngh dh gid, 609 co mu... + Nghign ets tim Ij Kh nang theo du hién phn loa Ae trurg toh each k sonia nn =a marketin: e 322. Logi hinh nghién cou (EEL aE = anerene 3.2.2. Lai hinh nghién ecru ® marketing (tiép) ‘@Nghién ciru phan doan thi trirong myc tiéu ¥ Thi trudng kha higu lye va hiu higu. ¥ Thé manh, kha nding ban trén cdc doen, ¥ Chinh sch knaithdc,thda man timg doan ‘eNghién ciru marketing san phim ¥ Cach thie sit dung, tap quan va sy ua chudng: ce théng sé cia san phm hén hop; ‘eNghién cru marketing xtc tién ¥ Nahién ctru téc dong tam Wj Kénh xc tin, hig qua cia xic tén, bs eninge taat = © Nghién ciru dac trung va do ltrong khai quat thi trréng |(nghién céru tham do va xm nh§p thj trvéng) + Nghién ctu mai tung — phan tch rang buge. 4 Thu thap thong tin kai quat vB quy mé th) trang (théng ké ban hang, mito ti6u th... -*Naghién ciru tng quan két ou dia ly, phan bé dn cy, site mua, co cu thi pha... + Nahien cau au thé van dong cia th trong, = ont aig 32.2, Loai hinh nghién cru ® marketing (tiép) ‘@Nghién ctu marketing phan phéi va phan tich site ban: kiéu, thong s6 kénh; cong nghé ba. @Nghién ciru marketing gid kinh doanh: 4 co ‘ln cia cdu véi gid: gid canh tranh, tong quan gid 68 cndt lrgng. ‘@Nghién ecu canh tranh: Nngn dang 45i thi canh tran De diém cia dBi thi canh Wanh; Chién age cua déi tha canh tranh; Myc teu, noat dng cia déi tha can tran @Nghién cou dy bso ¥ Dy bio ban hang ¥ Due bao nu thé phat trién cis doanh nghiép eee 106/30/2021 @ 3.3. Quy trinh nghién cru marketing (ae dinh van 4 va mye tiéu nghién ctu marketing (__xay dyng ké hoach nghién ciru marketing) YO { ‘Thu thap va phan tich di figu — I — Thong béo két qua nghién ctu marketing ks a 3.3.2. Xay ding ké hoach nghién cou marketing dung co ban ctia ké hoach nghién ouu © Liza chon va phat trién nguén di eu @ Liza chon phurong phdp tiép can nghién ciru © Xac inh céng cy nghién cou © Xéc lap dy an chon mau nghign otra xy chon phurong phap giao tiép @ Xéc dinh céch thire nghién co © Xac dinh thos gian nghin ciru © Xac dinh chi phi nghign cou bk sonia nt 3.3.1. Xac dinh van a va myc tiéu @ nghién ciru marketing © Xac dinh van a8 Khai niém ding van dé Tim hiéu bdi canh ciia van G8 C6 thdng tin phan hdi dé nhan ra van da ks Soni an ol 3.3.2. Xay dyng ké hoach @ nghién ciru marketing @ Lya chon va phat trién nguén dé ligu DG ligu thr cp DG ligu so cp ® Lva chon phwong phap tiép can div ligu nghién cou vThe cép ¥So c4p (Quan sat; Diéu tra, khdo sat; Thir nghiém) k npn ary = © Kae dinh myc tiéu ké hoach nghién 33.2. Kay dng ké hoach ® nghién ciru marketing (tiép) ciru marketing ey 3 (arn inv ab arias) = cetrwoy -f wut pra at ng nai eb (RES. pl sarki araben ie ‘cee Hee inh Papen = © Xéc dinh cong cy nghién cu Bang céu hoi Koa nim 5 Yau edu xy dyng bang eu h6i |Neidung—# inh thre ote ng Thy eu hd 6 Cie dang ctu hd: Ca hei kt dong / Cau hbikét me {5 Quy tinh oan tho bing cAu hoi Céc thibtbj hd try nghién ciru ‘Cama, may bm, cdc tj chuydn ding ke, 1206/30/2021 Quy trinh sogn thao bang cau hei Xie ginhthéng tin bn thu hsp Liga chon phuong an gia tid, Kj thudt su tim 2c inh bu te bing eu Bign soan va inh gla ni dung edu ht Quyét ain tpg ang trong cau hd ‘Quyét inh dang tht, tb rc gh cau na 6 che in tha bing (phy, tp) Bu no ‘Thém anh, sia cha, n chin hoe ks nan a tg | 33.2. Kay dyeng ké hoach ® nghién ctru marketing (tiép) © Xéc dinh céch thire nghién ciru “Te nhién cau “thud nahin cs Pdi top © Xéc dinh thai gian nghién ciru “+Ngin ha: org veng# nm “Trung hon 2nd “Daihen 3 rm on © Xéc inh chi phi nghién cou -* Chi phi thuréyng xuyén (hang nm) + Chih pnts BS btn natn ty | © X4c lap dy an chon mau nghién ctu @ 3.3.3. Thu thap va phan tich dir ligu a nig mu: sp hap con hoe mt 6 pn cia me ‘th mt 36 huong ah ih pin dug ya oagn te mbt wg ‘thé thea moe eguyen te ah la 2 Yeu eu chon miu: '® bp chinhn aie |® PRU hap Gu Ken ngubn ize ® Phunopthoigian * phoma phi chon miu "@. Chon muni sult glu obit) "® Chon mu phe su (ph ng nhiér) bee 1B Thu thap dir tigu thi bp (© Xéc dinh iby clin cho nghibn eis 1 Khai thact6 da ngudn eu én tong (© Tim kiém ngubn dd iu bon ngodi {2 Tap hap téng tin im kim dupe (© Dinh gi do Hu theo 03 ybu chu 7 Tinhxde te 17 Tinthich hep ZTinbhgulye (© Dinh hin av gu thu hap duge btn © Xac lp dy an chon mau nghién cwru uy trnh chon mu mba S51. Kae dinh tng thé nghién edu va'don vi chon vao mu righién cou 82, Lia chon khung by mau £83, Lve chon phuong phép ly don vi mu 14. Quy nh v8 quy md mBubay c& mu '85.Danh sich cdc thanh vgn thye tb cia mu 86. Kibm ra qua tinh chon mu {© Lya chen phurong phép giao tibp Thu 4 Phong vin tye tp + Bign thoal + Online ks So e 33.3. Thu thap va phan tich div ligu —__tiép)___| Thu tip dotigu se chp {© Xée gin KB hoach nahin ct, phng vn <0 Tin hm anh vlad cnn arn peng vn 19 Tim kidm phurong ti, céch thie nang cao higu lve phéng vin «© Tuyén ya, hur luygn nnn vign albu ta phéng vn {Tb eng tdn han va glam sét hoat dng au ra (© Kibm ta va din gid 0-H tu thd duge 1 Bjph hin 6 Hou so bp eee 1306/30/2021 8 & Phan tich div ligu vba Bg pC TaVOND “S¢Mye dich: Rot ra Kbt ibn va phat hign CHU'ONG 4: THI TRUONG VA “eo sh prong php phn the iu ‘Quy toh x W tu sep HANH VI MUA ‘#68 tr nds oo teu TREN TH! TRUONG stig cnn cdc cf bo gn age (#Ma hie cu hdl d8 durge tr oe Nhéng néi dung chinh Nap dir liu vao may hoe bang phan té @ Khai niém va cu tric thi trréng ‘Lam soc b6 maya eu ‘© Khai nigm va m@ hinh hanh vi mua khach hang Se “4 Hanh vi khdch hang nguoi tiéu dang Cotes ‘& Hanh vi khéch hang t8 chie so say oo in ae ea 3.3.4, Thong bao bt qua nghién ciru marketing @ Két cdu chwong hoc ers sertes + Béo cdo try tid (thuyéttrinh) 4.1. Khai quat vé thi trvdng 4.2. Hanh vi mua cilia khach hang - hing cine ch: gui tigu ding onereegsny oe “Phan inh chit hrgng cuse nghién cau. 4. 3. Hanh vi mua cilia khach hang - 1 B8 aust che gi php cho vin 48 nga et t6 chtrc bts ol =< @ —_Woteb vin ad edn wu y @ 4.4. Khai quat vé thj trréng A131 age Bp on el ng ig tag Staal ‘hil angcecethen npn crumetetng ioe eects + Quy tinh nghin etry marketing, divin Geant Gong md un bp vel eas npn el bung “+ NOi dung ca’ bain cita ké hoach nghién ctu marketing. i gc enema +# Tam quan trong va thyc trang hoat dong nghién cou | Chie ning co bin cia thi trong. marketing ia ee doanh nghip ta H8 NB. + Kidem ng: co cu, thud tinh sin phd. 4 Thye hig: hah vitrao abi nang nba; thay Bi quyée 88 + Dibu tid, ki thet kich trict Kl pi, to ag. + Théng tn: cung cép thing tin kndch quan, chn thye, team ign k cn a ag bk tn ont Mats al 1406/30/2021 @ # Nhiing yéu t6 xac dinh thj trueng. 7, Mua ca gi? a8ngng a) 2, Tai sao moa? ie ach mua) 3 Almua? thinsor nang) Mua nhurthb no? Ieaen tnge a) 5. Mua bao nniau? (25ivorg mua) Mua gaia? tuong Gun wr | L tg a _ Markets a U Gid thi truting BS btn natn ty | e@ “4.1.2. Cac thanh t6 co ban cua thi 8 %* Phn loai thi trong 4.1.2. Cac thanh té co ban cila thi @ truéng et quan hg mus ban glia e8e quée gla: th twweng qube gi th ting M6 git Can cir mire 46 xd bi héa cia th tardmg: th udm shulvge, th tueng théng nhs toan qude fb Gan cir hang héa juu théng trén thi trurbng: th tung nang tv Iau san xuat va th rueng hang Seu dung "in of vao thé viva val rd cua ngurdi mua v8 ngudi bs th tng ngue ban, th] buemg ng ma fh Cin ote vio tutomg quan 24 lvong ngubi mua va ngudi bn trén thi teuong Tn veg doc quyén, can tanh va ce Kd hen Bop gita chung bee Chu th tredng © Kl nl uh wg: thu ed tc mug ca nau teu dung ve mat lel nang hea nao do ma ‘ave tis ding 38 sin sang mua habe s8 mu. © C8e log nhu chu Airc ed Céu tric bac nhu clu theo Masiow ts een pte tana = eo Phan loai thj trueng (tiép theo) (Cin cir vio c8e ybu 16 abu vio, abu ra tring vt Céc toai th truding ‘ren be ytving win my Ch ks Dotnet ag NC ¥ Sy may obi of chu cae mal Ten ne + Sy bao ha ca ede nhu edu hin. ¥ Céc ngutn dy try 6 thda man drge nhu chu mei * null nbn vat phd 86u ding 06 che nding met @ Nhimng yéu té tac d6ng dén co céu cua | CSc téemhdn cha nu bu th trang 4 DBng ew musa nu ding 4 Tde nmin mo rng cia neu tu ding 4 Tde ann ben bin # Tdenndn end quan ce gut tu ding 4 ic tiemhan eda m6 trong len eee 1506/30/2021 @ Tinh quy Wat cla nhu cau thi trvéng 4.1.3. Cu trac bac thi trong (iy mai tung, uy lat sve ht twang hd we thi ervéng" cia doanh nghigp +N eu th ng br@ en ng ous rs ‘ Ty evene ‘* NCTT c6 phn én dinh va phan bién dong. ‘hl tewong ‘téen ning '® NCTT cc MH lién quan 06 kha nang thay thé, chuyén di. 2 Sy hin than nha eh ng eX ple mb nin Nhu cht trong dre phn 38 vs mat kg Au hoo “Sire hilt tong hé cia nhu cau thi truréng ty 16 thugin voi 0/16 size bn gitra hai khu vye thi trvéng va ty I§ nghich ae [Thi trong oii phurong khodng céch tr adm dan cur 8 bn hs jigs fetch fi curg abana i) aoe a renown wegstetani ai Sans ae = rr age aun bs meno BS STAT “a 6 Po Cung thi tréng ® 4.1.3. Cu triic bac th] trong cia DN CCung tj wring a 6 thdng 6 cite vd vin han ing Kn bao ham toan 66 tinh vac sén xudt va kn doann a8 dap tng va tba man nhu edu thy ted ‘Ge tiduehudn ya ehgn a cung ng + Gia muava au ken tanh tosn + chit vgng va ins Kha tng ba mat hang + Thor han va tinh kip tha cua vie gio hing + Djch wu eda nguai ban + Ki ning tich nghi cba ngud ban + Kpdilveng va tn ign tye ea vide cung ng bee 12 Dung iweng thi rvong cia mpt sin phim (tho markot ‘apacty; Sve dung nap kndi rong san phém 151 da duoc ‘mua b6t tear b6 th tong & mot me gid xdc Binh tong mot ky tho glan xe anh. Dibu a6 68 nghia a tinh tang 4, nu eb hy beg la bBo hoa, (© Thj trating tidm ning eda doanh nghigp (tho potortis, ‘avaliable marke) [a mot ‘8p xd dinh nguéi tu ding eb bi hig mt vas mie quan tim i mgt ay eho hang nh inh nao 66 cia daanh note, (© Th) trréng mye tBu {tho targot mark: 18 phan oan th ‘ryeng ma doann aghigp hung sin phm cla minh vao 46, btn @ Po Gid thj truéng ib dye xom 1d din xu Ip ich twang Nb ki chu gp curs thy trong v8 diye thy hin, 18 gist ten #8 cda san pd ‘urge phat sinh trang tung te ty tng gia mg ma vs nguor bin 4 Pt phi Kleh thich { Teuthy KB hoach va hach oan {Biba ehinn + On dh ks cn a ag 1.3. C4u tric bac thj tréng cua DN > Thi trong hha hidw he (he avaible, market) Gbrr hong ngues org mubn mua san phém ola dean hie, skh rng nas nv un ma sin prim. Thi traéng hou higu the qualified market) bm shing nguét ¢6 nhu chu mua, c6 Kha nng thanh ton. at iu ‘in ma vale thé tgp 6fn duge nha endo hang ela soanh rghit. > Thi trubng duge cung img cia DN (the served market: pn tj ttn DN quysi din theo dub > Thi trudng hig hou (he penetrated marke) La tap hop kndch hang 48, éang mua sin phim cia ON, ee 1606/30/2021 © 4.1.5. Cu tric bac thj trong... (tiép) [Thi phn cia mot doanh nghigp (rarkst share) age th hin bing tH KL qb markoting cba DN tn thi twang téng thé c8 tinh dén hu ue oh! ph! marketing tong d3i va tinh co gian tong hth) phén eda c&e DN ng kit doanh trot rao, fa fi +8) Thi phn ky vong ela ON + Me Ké! qué marketing cia ON Eat) +a: Chi af nu he # ng ei phi makeing tong ‘Sadoann nghep weno ye beh quan tart nrg + ec HO 6 co dant phn i vo kt gud makeing hou FCs Sarna ks nan a tg aa * M6 hinh hanh vi mua ciia nguei dang, ‘ie nnaer one 4.2. Hanh vi mua cua khach hang @ nguai tiéu dang + M6 hinh céc nhan t6 anh hong én hanh vimua khach hang Kh nigm, m8 hinh, efe nha t8 anh hug dé hhanh vi ung xr + Khai nig hanh vi Ging xi: La thuge tin tr dy tam Wy hn hop ab chi métt chie bn dinn eka ning tn tude va thign hung a8 voi mol Krdch tb! ei bib va Ibn Van héa it gia nh minh cang niu ke ede #8 chi quan hae. ‘teva trén hong kinh rghiom sg va hoa (hip Kotler) 1706/30/2021 @ > Xa hi Nhém tham Kho: La cd nbn (ahém) oB thye (ung ‘ugna) co anh hygng lon ao ahuing dann gi, nguyen vong va han vi eda ting cd akan. (2. Whar Park va V. Parker Lessig) ¥ Gia dinh: B20 gbm mot nhém cdc than vi ob méi tin 1b ht ginh duos x4 hoi vd php tua thia nnd, cing chang sing mot céch lu dl va bn din c8 host ding kin tb chung bing eich khal thc ta sin sé hou chung, Val tr va] thé Val tr 1a: m9t tap hep hang han ng ma aking nu’ xung quanh che dol & ngubi 68 (hip Koti. Vi thé 18 tt Wi cla cd akan trong ce ‘nhém/ngi ma cd nn tham gia ks nan a rg xd 7) Hanh vi mua pha Ha wua phirc tap ‘NTO tham ola wo vibe mua Rha viva; Ride Batata eae | ‘hn higu elm nn dupe en, ‘Mua ning hing héa 3 tn, 66 inh cht may eH meimua. Viedy: and, 818, may ti, —Wanh vi mua doh hve @ “emis da dang ns sz cin hd nN hog NTO hy he Sicctecienn ge Ato ture mye tay 06 hs Nu Toe hg oh Tiny nebo in Ro mad wostiae hg ta + Mon te, use bs a > Canhan eon sag rR ERT pot a ae ee cer wesare a eo aa) ay op a tiny in a Se Se ce ae yam + Rose io to om bch tn aire ose Sit eh en a ob ‘xb vi gidi thien. ir ay hg i ia ic i sotto aah " asa ase yo on a Seu OE ers mtin sin eto i a bn FREES AYO NTO HG thay sy khdc bit nhidu gidra céc nhan hiu. ~ Gadcheasv ttn tela rnghbing ait i oh vera cha ng ig + Wa vay by gn at a, @® Hann vi mua theo th6i quen + ede ne ok mang lp vt in te we IRE atk a ee + tog ig oh hn a hn le gi 08 + Vid: xing tu, mubi an. btn 4.2.2. Quyét dinh mua cua khach hang @ _ngudi tigu ding % Vai tré trong mua sm: Ngwbi tién khéi, Nowe anh hurérg, Ngwéi quyét dinh, Nowe mua, Now str dung % Cac loai hinh hanh vi mua Se) sagan ew [Sagem ayencnigg on | BBtvatU | moc guna eda niin niga ae 4 tne BHT AETSR GDS] aon mn Wn we stants Soci | Sone Erne BTR aa cas Mas atin Hn mn atmo [ Sinviingue | tis ks ETT ¥-Tibn vinh mua ibn inh (cdc Buse e6 8 ap li). ¥ Van lung pho hap trong tinh hubng mua hang moi va phe tap, hang heal san ph hou ln, e6 gid cao. Co thé ava dbn quybt anh knBng mua. te Nt 1806/30/2021 @ Buéc 1: Nhu cdu dec cam nhan “Tac dng bén trong, bin ngodi + ngvéi eu cng nhén tne nfurebu ‘Gng xi tm nidu hoan cénh thie ay nh thie cla igus ti dung Vin ab gl phat sinh? 7 bibug lam né aust hign? 86 hung kndch hang nght dbo sn phim nde? Heat ding marketing hich hop ks nan a tg | ® © Banh gia thé vi (tiép theo) Mohn nn i 4b vong tha 8 - feb 38 auen9 wor Kov= 2 AY abr ola Ung xi Lam nb ba eb m9, hbo eu “+ Hoa diag marketing ich BS btn natn ty =r] Buéc im kiém théng tin Mo hinh danh gia thai do ky vong da tham sé cia mét san phdm “Mite 49 ti ibn tn i “Sy eh ng evong (hi dg, kr eh ve) 2 Tinted nang n harm ang en eye, cho dong) Ta 2 gues ting to i ie setnam snags t}- SSihangtnsénce [cman so eee pe 2 Thang hs im Kim rg - aoa oa a [pea Tf ea tee chai b> como frist fase] [ae] > [ar] « | 20] 3 [are = Sy nt, finsacwecnen [a] e [ise] s [ual | aa] > [oo _nessneneen wat He ae a fees |S J see] 3 Jase] 2 [on] 2 |e (nan cig ning is ei tw ao} soewomein —[aso| Lew] ¢ [ool a [eal ¢ [a —nostn ratty cn at srs in veo et ee et Pe Jong xir: Dann gi hinh te tim kibm, val rd va eh phi sir ‘dung cia ede ngub thang tin beater steamaeaingicn ne | ks natn @ Buse 3: Banh gid thé vi {Quy tinh dan gi thé viva chon SP: (© Phan teh dong oo vé sn phém. © Xée enh ¥ 8m tham 8 hh vi bi vb SP. (© Banh gid nidm tin i vei tng ¥ nibmning adm nha hig to thang aim 10. {© Phan tich 4 quan trong va xae din hg s8 duzong lngng cia tng ham 38 1 han vi (© Xéec anh i ti hanh vi ky veng chon han bu sn phim. ks cn a ag ® Bu6c 4: Quyét dinh mua “wma you ben Thad (Neu eve) cba ng Khe ing co ma ~ ee ep: 2D rn 0D ay no {ag xr Hench nhtng Ie arg ou ove dén OB, + Host a6ng marketing thich hop Buée 5: Cam nhan sau mua Hailing 3 Batman ‘Ong ir: a0 ra cim ge ha ting ngay cA Kh Khdch king mua Rang cus dosnh nghitp. “+ Hoa dng marketing thich hop eee 1906/30/2021 @ 4.3. Hanh vi mua cilia té chore 4.31. Bje didm va mé hinh HM cba tb che 1+ Be didm cua tb chie Khach,hang-t8 chic: weg os ofa eve pate 2 ‘ewe ham duc sri VB dla Ij: maces tune gan = Vi san phim: tang gut mua totang 36 ang sin is rag ween och, We shunvenemianteeshr ie uate pseu poets Un ane ar pon ang ara SET ae ks tn a ns ® ©) Nhan thare vin a 0 tdc dng bin trong hoBe ban ngodl, doanh nghidp Inngn thy c6 hang hdalgich vy c6 INé idl quyét van ‘Binh cb Fay mc, rag tiét bi hy héng Thay thé cho sén phdmicich wu hién ta Nguyen vatigu cha dp dng ahu chu 2 Phat hign ev gi mat © oi thigu vat Ku, sn phim, c&ng nah... BS mtn natn ty =n] M6 hinh hanh vi mua cla @ khach hang - t6 chic ® <0 Mé ta khai quat nhu edu Semen” | ee \ tena nang feeretina [sl etna} in trinh] + chon san prim nin ct- cus] ude \afage more aru cand [SERS] / |B a rw pina Meunuaneve Penance meee bee ‘36 1 tinh ning va 8 tong hang hoa ‘C6 thd ob sr tao dBi chuyn mén trong mm nhving gud 8 hidu bidt vi hang nda 2Xée dink 49 tn by DXée dinh gid cd {Dk ndng dap ang va cdc you cu Khe 2)NnBn a thm quan trong chia cdc vin 8 ung cp théng tin, bev MB to, @3Z. Qua trinh quyét dinh mua cua @ khach hang — té chic 1.Nhan thie vn a > Kich hich bén tong, Bén goa 2.Mé ti knai quat NC» Sélireng, ching lei qui coh 3.Chirb ectinn SP > Chi iby trust, ng ache 4, Tim kiém nh cung cp > Thing tin vb ede nha cung cp 5.Ybu clu chao hang > Chao hang cue nha cung cép 6 Lya chon nha cung efp> Phan tic, so sdn, anh oi 7. Gti don dat nang > Chiat v8 abu kién mua bén 8. Banh gid hibu qué mua > Phan tchhigu qua k —— = ® © Chird dc tinh san phd 13.66 sy WS rg cia hem chuyée gia Kj thugt |3.bua ra du chub ky thubt ca sén phémcich vy |E Phan tch gat sn pdm — gidm chi phi (nahi ci cdc bp phan cla sn phim 68 ti au ha eh phi) 2 Tim hibu ech the dh gi va ybu chu ky thudt vg sit yng, lam ni B&t sy pho hap va Kh ndrg cung tng cia inh eee 2006/30/2021 @ ‘© Tim kiém nha cung c4p Tim kim ngadi cung Ung phi bop nhdt diva tren cae rnguén thang in Thing nD Dani be *FIntemet Cac doanhnghigp kh HGi cho. dn im “© Gp 9@ ning nha cung ofp tidn vong © Luu 6 iu i M8 69 nrg ve, duy bi quan htt voi nung koh Rang co ks nan a tg | @ — wovtconctining tw Dam phan vb don 431 hang cubi cing {Chiu kj tut, bdo han 464 ban 46 krong £8 ThY gian va didu ign glaa hang {8 Céch the gti quyt phat sinh © Cu enn va didu knodn hop dng BS btn natn ty =] @ x cau chao hang ® = Danh gid higu qua mua 6 Mes nang nha cung edp ad tu chun chao hang théng ua © yCatalog Bai didn ban hang (Van ban cdo hang eh tit = thd hign nding Ive trong nghién cou, thye hign thing qua nnong cdeh thie gi thibu phi hep nhl (van ban, thuybt tinh) bee em xét kt qua lige ung ng #-Theng qua ng su dung cusi cing {€°Sir yng bling cho dibm ob tong sb {6Tinhtodn chi phi phat sinh (@Be bist do su yu kém tla nha cung cp) > xe dinh ei pr thye teva dom hang 2. Rtkinnnghiém cho nhumg br mua sau ‘= han ebb ti da iting phat sinh va duy i ma quan ho bt ep ver ngudi mua ts eit tana =x @ © Lya chen nha cung cép “42X89 hang nha cung cp theo fe chi tba v yu cs ca vile mus hang | 22 Nang ye ky tua san cult 22 Tins hh hoat ang (ehh) 2a ning cung tng (86 tin eBy ola san phim, dich ‘wu va kha ng giao hang...) ‘Tin php 7 1 thB hign duoc nhiing Ig thé canh tanh vial hap kine pnue sy cha phi hop ks Dotnet ag ® Mot sé vin 8 c&n leu y “al nid va eh ning ca th) rung 4 Sau chu hdl xc inh th trabg 4 Cécthanh ib co bin eta th ratng 4 Kai nig vi m6 hn Ranh vi mua eta nguéi tba ing + han 6 ann hung an mann vi mua ela ngudt tes ing “Bac aibm va én vieh quyét inh mua cia Wb chic eee 2a06/30/2021 ona BRE THUONG MRL CHUONG 5 CHIEN LUO'C CHUNG MARKETING| Nhieng ngi dung chinh * Khai nigm chién lvoe marketing * Khai niém va cdu tric marketing myc tiéu * Ndi dung va quy trinh soan tho chién luge chung marketing? Bb mde Now aang i ves ngn sore mains Chin tage marketing 2 gn che rowan he, nguyn 1 909 tr ma es ah gun {i markeling mong muén nhe c6 né dB at dug ye téu marketing ca minh tr6n ty trong mae au, 1D Krai ifm marketing mye tibu Marketing mye iu 12 qua tinh phn chia thi ‘rung thanh shibu phan dogn Rhéc nnau (eo nhtng dae didm va avrg nét tai 86 mua sae hau), twa ‘chen mbt hoe nhibu phn doan thi ‘euerg va xdy dung chyong trinh marketing ‘wong tng eho tang phan oan BS ‘btn natn ty =a ona BRE THUONG MRL Két edu churong 5.1. Tw duy chién lege marketing 5.1.1. Mots kal rigm 5:12. Tw duy marketing muctisu 5.1.3. NO cung chidn lage marketing 15.2, Quy trinh son thio chién kage chung marketing {82:4 Phan ten inn nb cn lage marketing 522 Xéc dinh mye du chibn Woe markoing 5.2.3. Hogch dn cic phwong an chin hie marketing 2.4. Lya chon phuong an chién luge marketing pte Now Makar 5.1.2. Tw duy marketing muc tiéu va @ Sane we tt ‘Marketing da dang san phim | -_~papiin gaan —] [sch] te ; 5.1. Tw duy chién roc marketing 5.1.1. Mét 86 khai nigm 2 Kral nig chide tage & Khai ifm: Chién ge due hidu tv ho ce mye ai han va cdc bign ahap, cdc cach thue, con duong d3 fn cc mye teu Ce ybu t6 co ban cfu thanh chién luge > Mye tu chin type > Phuong thie, con duéng dat muc tBu > Bini hueng phan BB ngusn We ks Dotnet ag ® Marketing myc tiéu © Ba phan doan. DDoanh nghigp tap rung nhigu phn dogn th nat eng mt le va hth, tye hign chiang tinh marketing tp trung cho tig phan dcan tr tubo, ‘© Bam phan doan. Doan nghigp dbn me! ngubn lye ela minh che mat pin ‘dean th tong duy nt ee 2206/30/2021 @ __Meresna me nau te @ + vote pan dog wine spying tao sagen ine arent ee Rumen sr gt ab spa aac te ah attr ee ea Sea eH grin - (doan, khic mang, lat ct) c6 théng sé dac tinh va durémg irarmmcemh amen poigieland ante Sect Se ae Be es San ako Ee oe nham vao vige théa man nhu chu va uée mudn cua tong: ee eae Has © Xubt hig au de 3 Ney ny ny i tema, ce anh gh, cb Mee seeig So Sr Ma 9 ra a at re bs nan a tg xl @~« buéc cia marketing myc tiéu @ Yéu cu déi vi phan dogn thj truong Td ce i ean Pian dean Oi etre ve Tae H_eaarae re be ding | | on ssanee ‘sess ‘hn dana de on tra Goan o aie ica aH Sane Yau eu) ga th os Trak om tH Seana ea Tana ga a oe Tinh kha []__ acip &sinn Peach iGo itu higu | Tinang Sion cong col ee = b scone anna ose wa 8 ane Cac bién 86 phan doan thj tréng ++i nig phan doan ti trwong +*Y6u edu db véi phan dogn th trutng + Cac bién sé phan dogn th tuong ‘Cae phuong php phan doan thi trréng ks tn a ag 2306/30/2021 % Cac phuwong phap phan doan thy trvong 6 %* Dinh vj thi trvéng TTR SRT vi don ho Phuong phap ele tade Sang, nd vs ce Soot viphin FO ETE as IS onan en) aT, A TTA raed ean ae don fr pda Na Mag as Dinh Beatie nae tengo ng 68a es "hues nu um ene ‘hang mc sremeyinc ie eaten Rh bi hs Hi a ‘bin aa @ ‘* Cac phwrong phép phan doan... @ Ban dé dinh vj canh tranh tng at TEINS EAE GT RT annua (in oy tour Phirane phap Iga a GaN eon Ca tich phan Ths it doo tue cane (6nehoe) |r graerarat sey Beer EAP RET EE i s&h dang Goan yeas — "ndee an Site Senet bs os none QO ose NY vont 4 Lya chon thi truéng myc Quy mova sc ting tring ‘Stic hip on vi fu tric TH eu Myc tu v8 nguén ive cla doanh nghigp L nanan 513.1 cu cde tre mtg 6°Xac dinh thi truéng muc tiéu @*Muc tiéu chién luge chung marketing © Loi nhuan © Thé luc (dia vi) © Antoan © X hdi (nhan ban) L pte Nt aay = 2406/30/2021 @ © Phat trién marketing - mix ‘Marketing-mix la phéi thire din hung céc bién sé marketing c6 thé kiém soat due siz dung mét céch lién hoan, déng b6 nham theo dudi mot sée ban va loi nhuan dy kién trong mét thi trrong trong diém. ks nan a tg | + Co 88 xée dinh marketing-mix > Vai tf, vi tri clia doanh nghigp trén thi trong » Dac tinh cia san phim % Chu ky séng cia sn phém > Tung thi trudng oy thé EE | + Marketing-mix Kal nlgm: Marteting-mie Ib phil thie dh hung cae bide 5B ‘marketing 8 th kim sot doe sv dung mot cach in hod, {Fong bd nh theo du8i mot Sie bon v8 es nhubn dking mot nr rng tong idm, M4, =(P,P.P.P,) rong 46 1nd ge velo marketing mix , saan phim aetcanh ann tong 8 nth PL gid win m8 don v, Rad ey aban pln vith gan PL ingin qu abe tevdon wh i ts ont ® © Nguén lye marketing Nhan sv Tai chinh UCéng nghé OTai san v6 hinh bs eit tana =a e + So dd marketing hén hyp 4 haan Bie auang ae Denes pins Ba Ming ttn Mie 6. hammer ep rast wr ahce va TY O96) [San pham ich oo |__| |Xte tién i huromg mat sonistinsy GOAT Hp. a Sea cee, ~ Han thanh toan. Sg, -Binh vi = Bibu kign tin dung Phan phOi ~ cong nghs ban Gis rig y6t “| 5.2. Quy trinh soan thao: @ —chintogt chang nataing Phan tich tinh thé chigh luge marketing LE Xe dinh mye tidu chin luge marketing = E Hoach dinh chign luge marketing =F Quy dinh chin luge marketing t8i vu k Soo al 2506/30/2021 5.2.1. Phan tich @ tinh thé chién lrgc marketing of Cae dang tinh thé chién luge marketing 2 Cc nhan t6 can tranh fo Tinh thé thi trong hién tai fo Tinh thé nhan higu san phm o Tinh thé canh tranh Fo Tinh thé phan phéi-ban hang Fo Tinh thé mai trudng vimé ks nun an tag | @ wSSe. @Xac lap cdc loai hinh chién luge Hates MBE hig zoe marketing chun rnsogpnimae FOL MPR tating tn eudeg Markntng ‘Nhu ev hie markebng-me ctioninoi _FPL_nndm veo nau dogn th tutng antag Met che lige marketing Kha thé Seen FPL__imat doan th wueng duy ohat @Xac dinh ké hoach trién khai: aitham Bia, huy dong ngudn live nhu thé nao, be tei eel 5.2.1. Phan tich tinh thé chién luge marketing e® Mt s6 Ki thuat phan tich tinh thé marketing j) SWOT fo TOWS BCG bee 5.2.4. Quyét dinh ® chién luge marketing t6i uu ¥ Cée, nguyén tie Iya chen phuong an chién lupe marketing «© Banh gif vd ehdt lvgng: Sy thich Ung; Sv in kt; Uu thé ting hin «© Banh gi tinh Iwgng hsa myc tibu: din gid thong ‘qua cde con phan ann Ket qua aba chin luge ay kibn ‘Wan doan th atm wing bet inh phuong dn chién luge marketing va chudn bjede didukign ign Khal chign ge @ ee 1 Céch thie xéc dh MT: nh nh, doh lxgng © Myc tiku cién luge duge che au bi mye tio ink in at ve tb © Tap hp va xy dung “i théng cy muc ut 1 Yeucbu © Khéng qu tham vong © Cé quan hs chat ché v6i pha 0 Co thir bse Cé tn kn thi va tach the ks ota et ag ® Mét sé van d8 can Iwu y + Khai nigm chién kro marketing + Khai nigm va tw duy marketing mye tiéu + Khai nigm, yéu edu, va cde bién s6 phan oan thi trréng, * Noi dung chién lec chung marketing * Quy trinh soan thao chién luge chung marketing. L pte Nt ane | 2606/30/2021 ona BRE THUONG MRL Chong 6 Chinh sach san phim N@i dung chinh 2 Mt sb kh8inigm co ban © Mue tiéu va vai tré cia chinh sch san phdm ® NQi dung aia ehinh sch sén phim Bp mde New aang Cu trac san phim @ Két cdu chuong ® 6.1.1. Mot sé khai nigm co ban (tiép) 6.1. M6t sé van dé co ban vé sn phim 6.1.1. Mot kai nigm eo” ban 6.1.2. Phan logi sin phim 6.1.3, Chu ky s6ng san phim 6.2. Ndi dung co ban cua CS san pham 6.2.1. CS ching logi, co’ cdu va chét lrgng SP 6.2.2. Chinh sch nhan higu va bao g6i 6.2.3. Chinh sch san phdm méi 6.24. Ghinh sach dich wy hd trg sn pdm bee on vj sin phim (product item) La mot chinn thé ‘eng bgt duge dge tng Béng don v 9 ln, gid cd, ve bb ngoal v8 ede thuge tinh kde. Ta mgt dom vj hah ton dcp lim co 8 igo nn ching ogi sn phim. ‘# Tuyén (ching fog) sin phim (oroduct ine}: 18 ohm ce sn phim 6 quan hé chat en6 voi Anau, do the hign met chu nang tyong ly hege duee ban cho cing rm@tnbdm nguoi tbu ding hose qua cing mot Ken hee cing knung gi mht nn ts be Nay Marg scl @ Mot sé van a8 co ban vé san phim 6.4.1. Mot s6 khal lfm co ban “#46 nig sn phd ©. Khai nig: Sin phim (quan siden markotng) tb bbt ky thir gf dire cung img chao hing cho mbt th trving 8 t90 ra sr chi 9, dt 16 vibe mua v8 bu dang ade this min m@t nbu edu tose mong mun ndo db. ks tn a ag @ 1. Mét 86 kh: ‘# Sin phim hn hep (product min: Bap hop tat cae tuyén san phim va cae don vf sin phi ma mt tb hire hay mot nguet ban cé thE tung rath bubng a hue wy khach hang. ‘# San phm m6i- La sn phdm dat dugo sy tén BO v8 KF that, vb kinh twa dire ngvbi iby dng cho 1a met va {8p Ging dvr nhu cdu ngdy cdng cao cath ven. Sén phd mor nguytn te Je Sén phd moi cai tién 1 Sin phdm mai nguyén mu L pte Nt ane | 2706/30/2021 @ 6.1.1. Mét 86 khai nigm co’ ban (tiép) | Nhainhigu san phim: Co thé 1 m9tt8n go, thug nga, Bat tén cho nhan hidu ‘Phat tién nan higu Tal dinh vinhan higu kb eit tana =a ‘Myc tigu va vai tro cila @ chinh séch san phim (©Myc tiéu cia chinh sch sin phém Bam bao nang cao kha nding ban, tang lei nhun Dam bao uy tin, nang cao sue can tranh |e Kéo dai chu ky séng san phim Val trd cila chinh sch sin phim FeNBn tang, xuong séng cia chién luge marketing Gi thyc hign myc tiéu cia chién luge marketing ks tn a ag @x ). Chinh sch nhan higu va bao géi ‘*Chinh sch bao géi Cac quyét dinh lin quan dén bao géi P-Quyét dinh v8 kidu dang, kich thurée, chat liu... ®-Quyét dinh vé théng tin trén bao bi Cac you t6 khac L pte Nt aay | 3006/30/2021 @ 6.2.3. Chinh sdch sn phim méi Lu6i phat trién san phdm - thj truéng San pham co Mat Phat trién Tham ahép “ sin phim Thi th trun truéng mai [ Phat erg thitewtne | oe ‘Ngubn: Igor Ansof, 1957) ks nan a try | Buse ih thanh y twong san pham moi Tim y tubing ROTES WE WEng Wong Gua CAS AgUEA | © Khach hang *2Cae nha khoa hpe 28an phémihoat dng ca a6 hi canh tranh ‘kat qua nghign ctw tude ‘2Nhan vign ban hang Bute 2: Lyra chon y trong Sang loc twong {& Chon ¥ twéng tét nhdt BS btn Nn aang =] @ 623. chinn sich san phim moi Buc 3: Soan thao dy 4n va tham dinh Huréng vao viée phat tién sin phim méi cho thi truémg hign tal hoae san phim méi cho khu wre mei cla khach hang. Két qua Cig of ti trrémg hin ti ' Tan e6ng doan moi cia th trréng ign tai Vor ra ede thi trrbng méi bs sno a 2 San thao dy an san phim moi tw 7 trong (Wr tung ka quét v8 hang héa) — dv &n (ké hoach san xudt) .2Thdm dinh dy én: thir nghigm 48 kiém tra tinh Kha thi Bude 4: Soan thao ct urge marketing [MB ta quy m6, cfu te tl trumg va cdc chi teu clin at ‘vec (kh long ban, thi phn...) > Phi thize marketing ~ mix dy kién thy hién WvhGing mye tidu trong tuong lal k entrant = 8 Céc giai doan phat trién san phdm méi 81: Hin thanh y tuéng 82: Lya chon y tuéng BS; Sogn thao dyn va thém anh 'B4: Soan thao chién luge marketing BS; Pha tich Kha nang sn aut va tidu thy Bar Thiétké sn phdm 'B7: Thir nghigm trong éibu kin thi trudng BB: Thuong mai héa sén phim moi ks Dotnet ag Buc 5: Phan tich kha nang san xudt ® va tiéu thy Phan tich tic cdc yéu t6 nguén ive © Banh gid cdc on tibu dy kién (doanh 86, chi phi, yi nhud..) Buse 6: Thiét ké sn pham kiéu dang, kich thuc,... Mudie 46 an toan va dibu kign sir dung Vatligu ché tao Thir nghigm L pte Nt aay | 3106/30/2021 Buwée 7: Thiy nghigm trong diéu kign thi ‘treéng etn nsg OTR + ge inh ea sin phim + Miedo chdp ning eda th tueng Buré 8: Thurong mai héa san phim méi 6°08 cx kBt qua ché her 0a cu sy tl the cia th ewng #Can ex ede abu en gn tal Tung san phdm ra thi tring, Y cyt nh ao nang nto? 2 Gaye dinh eran nang o80? % aye anh enao an nangcho a? aye dnh ergo ban Nang thE neo? ks Donan an ry zd ‘auona pat noe owe mat CHUONG 7: CHINH SACH GIA N6i dung chinh Mot sé khai niém co ban @ 624 chinn séch ajch vy hd tre SP ® Két cau chong 1 Xéc ginh cdo yéu tb dich ww ma Khach hang yeu ‘chu va kha nang dap ting cla doanh nghigp. ALI Mac chat rong cia dich vy ma doanh nghigp ‘cung ing cho khach hang so v6i déi thi canh tranh, £2 Quyét dinh mae chi ph Khaich hang pha tr {2 Hin thie cung cdp ich vu. bee 7.1, Mt sé van dé co ban vé gid kinh doanh 7.1.4, Mét sé kh nig co ban 74.2. Qui trinh dinh gis co bn 7.1.3, Bibu chinh va thay dBi gia 7.2. Néi dung cila chinh sach gia 7.2.4. Chinh sch gia cho san phdm moi 7.2.2. Chinh sch gia cho san phdm hén hop 7.2.3. Chinh sch gia phan héa kb ent tan =a @ Mot sé van dé can leu y 4% Cac kai nigm + Kai nigm va cu tric sn phdm + Kal nm va ede gal doan tong chu Ky sng san pha + Chinh sch chét lreng va co edu sn phdm + Chinh sch nhan higu va bao g6i + Chinh sch sin phém méi va cdc giai doan phat tribn sn phdm méi + Chinh sch dich wy hé tro sn phim ks tn a ag 7.1, Mét sé van dé co ban ve 8 iakinn doanh TAA. M@t sé Khai nigm co ban 1 Gia: $6 tién tra cho hang héa hode dich wy, hay téng gid tr Igi ich cia viée sir dung hang héa ode dich vu ma khach hang quy di duge. Dinh gié kinh doanh: La viée xc dinh mirc gia ban giip doanh nghigp dat dugc myc tiéu marketing. L pte Nt aay | 3206/30/2021 @ 7.1. Mét sé van dé co ban vé gié KD 7.1.4, M@t sé Khai nigm co ban "AChinh séch gid: La sy tap hop nhimng cach thite va quy tde xde dinh mur gid eo s@ cla sin phdm a guy din bign 46 giao dng cho phép thay déi mite gid'co $8 trong, nhtng albu kién nit inh iia hoat déng san xuSt kinh doanh trén thi trueng (Nguyén Thi Nhu Liam, 1997). Vai trd cia chinh sch gid ¥ La yu té tao ra thu nhp, lpi nun. ¥ La yéut6 ann huéng dén quyét dinh mua ¥ La céng ou hit bigu dé tham nngp tj teres, ks nan an ry a 6 @ Quy trinh dinh gid Phan tich gi va chao hang cla 46i tha ya chon phwong phap dinh gid ya chon mic gia cudi cing t= aes =| @ 742.cuy vin ann itconsn @ + xéc ainn myc tsu ainh ots @ Nhting nhan té anh hung dén gid Quy trinh dinh gia ks Soni an al Myc ti6u cia doanh nghigp Thich ung vi thi truéag myc tu va dinh vi = Chién luge marketing-mix 6 Cac myc tiéu thubng g3p =Téntai = Téi da hod Igi nhudnithi phan = Dan dao thi trudng va chat lugng =Nhiing myc tidu knae ts be Nay Marg ac @ @ Cac nhan t6 anh hung dén dinh gid Cac nhan 16) Cac nhan 15 bbén trong, ban ngoat + Cae myc iba i Ban chit eda th marketing MBA rong vannu cbu + chiénluge: + Sy canh tran smarkoung-mix] | anaes) J * Seen sTéchae mmél rung Khe inh oid (dat php.) ks Dotnet ag ® ‘Phan tich nhu cdu 4 Tinh chat thj trong = Can tranh thudn tay Can tranh doc quyén — Canh tranh nhém dc quyén 4Nh§n thire ciia ngwoi tu dung =V8 gid & gia ti ~ Anh hung ciia nh@n thire dn QO mua ~Vé cde bién kha eda marketing-mix L pte Nt aay | 3306/30/2021 @ ‘*Phan tich nhu cau (tiép theo) 4 Méi twong quan gitra gi yhu cau —M6i quan hé gia nhu edu so vi gd: sn pdm thong thug va uy tn —Biéu hign: hé sd d6 dan hdi cia céu so véi gid ‘Cac yéu t6 khac —Didu kién kinh t& —Nagudi ban la —Chinh phir {6 Xéc ginh qui mé nhu edu =S6 lugng, mite 4, sire mua, gia dy kién ks nan an tag | %*Lya chon phwong phép dinh gia ‘4a trén chip eho cong hem Gié cng them = CF den vi + ———C envi _ ng hts OF Sgn Sa Baily dy théc > Baily dBc quyén ANgu®1 mai giéi: quan hé trong thi trong phite tap > cdm ngud chap n6i cung ~ cdu @ Chive nang ciia trung gian phan phéi —___Théngtin oT Jo ac tén we nang Thuong lung hodin tt giao dich | rine nang noe L__ Thiét lap méi quan he a phase nang he ro siren | ean een cag) Ee L ei te | & Cac nhan to san pham ‘Bae dim mi trugng, 3706/30/2021 @ 4 Khai nigm kénh phan phdi ® @Chire nang cia kénh phan phéi La mot tap hop ede chireiea nhan ade lap va phy thude tn nhau tham gia vao qua trinh dua hang hda > HB try nghién ciru marketing. tir nguéi san xudt dén ngudi tiéu ding. > Rane ‘cae hoat déng xic tién cla doanh 8 Khdi nigm chinh sdch phan es ae sey — eran my > HB tg cung ofp dich wy khdch hang. bign phap va quy téc hoat dong duge cdc t8 chic > Nang cao kha ning dp cng nhu cu marketing chp nhan va tn trong thye hién déi vor Phong pha, da dang cla khéch hang. vige iva chen kénh phan phéi, phan céng nhigm vs > Anh hung dén cdo quyét dink vb sin ‘marketing gliva cdc chi thé khde nhau va ce dng phém va gid ciia doanh nghigp. xxi? co ban dugc chép nhan theo dinh huéng théa > Két néi doanh nghigp véi khach hang, man nhu edu th tung. k eran nye bk edn Nonny ants 8.1.2. Cac dong van dgng ® @ Vai trd cia kénh phan phéi @ trong kénh. then eee Ket cSu td chire © Giup doanh nghiép da dang héa phuong an [nwo sn att — [Newer an} —]_ TD ‘dura hang héa dén tay ngudi tieu ding, eeu — — a Nang cao higu qua phan phdi hang héa. Treg ti @ Theo doi, quan ly qua trinh phan phi. Thar wo 2 eT se silty | eee 8.1.3. Chife niing va vai rd ca kénh ; @ phan phéi ® @ Cc logi hinh kénh phan phét Kénh phan phéi hang tiéu ding - . . ‘Sir dung trong phan phéi hang héa t6i nhém = Chire nang cia kénh phan phéi khach hang la ngudi tiéu ding cuél edng. Vai tro cila kénh phan phéi ‘& Kénh phan phéi céng nghigp # Cac loai hinh kénh phan phéi ‘Sir dung trong phan phéi hang héa toi nhom khdich hang la nguei mua céng nghigp, cA 18 cite, cde doanh nghidp,. k cin a ag k i zal 3806/30/2021 @- Kénh phan phéi hang tiéu ding ® © Kénh dai, kénh day do. wave La logi hinh kénh ph bién nhdt trong phan phi ro. lay hang tiéu ding ey *Uu diém: Chat tr8, vong quay vén nhanh, “oe SE cchuyén mén héa su, kha nng théa main th) Lh, {rudng I6n, hgp voi san xual lon (ett ‘*Nhuge dim: rai ro ln, van hanh kno khan, Creme wesin) ak 2 sy chi phe ton {itd Tebptetia) Kom muciton L mtn Nain Mang =| ts btn npn arg | @ © Kénh tryc tiép ® © Kénh dai mire kénh (cp) 3 Chi c6 ngubi san xudt va tiéu ding. Sir dung ‘Si dung cho mat hang méi nhung khé khan ho hang rh tana phim db bt, cm itong aung 60th trong bin dong ton St tun chuyBn, hang oda ngudt sn mubt nh sere ae ition + Vu diém: Téc dé lu thong hang héa nhanh, . ngudi san xuat chi dgo, o6 Igi nhuan cao Ulu diém: tromg ty kénh 3 + Nhuege aiém: tinh chuyén mon héa kém, phan + Nhuge aibm: tong ty kénh 3 tan ngudn ive = So ttn ts al ts eit tana = 8 © Kénh tryc tuyén & Kénh phan phéi hang céng nghiép 4 Ban [8 dim ohn ban bubn + Uu diém: tang curéng chuyén mén héa nhung ‘vn phat huy wu thé logi hinh kénh tryc tiép, én ae fromsrasticrarau | — tre + Nhuge diém: chura phat huy tigt d8 phan céng eit lao dong xa hOi, han ché chdt lurgng van dong (Riri i _[ Nui phn pn vatly ‘Mnaiger arate ks Dotnet ag 3906/30/2021 82. Noi dung co ban cia @ chinh sch phan phéi 6.2.1. Myc tiéu cita chinh sch phan phd ‘¢ Mite 49 bao phi thi tru’ ‘© Loi nhuén, thi phn va doanh s6 trin cdc doan th tera. ‘© Mic 45 kiém sodt thi trong va chat Ivgng hoat dong marketing. ‘© Tiét kigm chi phi phan phéi, dc bigt a van chuyén ks a ® w& Chinh séch trung gian ‘Dé cap 161 86 ltrong cdc trung gian tham gia yao méi cdp/khau trong kénh eis Crd 8.2.2. Mot 86 chinh s4ch phan phéi chi @ yhu a Chinh sch kénh phan phéi a Chinh sch trung gian a Chinh sach lin két bees | oe Phan phéi khéng han ché (dai tra) & Muc :: Phan phdi rong rai san phdm, dam bao hang héa dinh huéng t6i da toi nguéi tiéu ding. 4 Kha nang ép dung: B6i véi hang héa théng dung (thude 18, xang, thye phim an vat, xa phong...) © Do dic tin cia sén phém (gi tr thép), nhu cu va ky vong cia ng mua (lip lai cao va ign dung). 4 Yeu cdu: San phdm tign loi dy tr, bao quan, tung bay va chao hang rong ra. 4 Han ché: do cdc nhan té chi phi, cdc yéu cau cia 8 toan va Ging xir mua hang eva khach hang. ts btn Nt ang =| & Chinh séch kénh phan phéi ‘F Thiét ké kénh phan phot + Nghién ciru nhu cdu dich vy Khéich hang + Xe inh myc tiéu va rang buge kénh +* Xay dung cae phuang an kénh Banh gid va lya chon kénh phan phi ‘F Quan ly va van hanh kénh phan phéi + Theo dét hoat déng ca kénh phan phi * Danh gid higu qua cla kénh phan phéi + Bibu chinh cdc bién thé kénh phan phéi ks Dotnet ag ® + Phan phéi dai ly dc quyén % Khai nigm: Chinn hop dai ly de quyén bao ham mot hep dng hop phép xée dinh gira chi cquyén va dai ly dae quyén chi 5 nghia vu va dc quyén méibén, 4 Myc dich: Han ché chit 56 lweng dai ly de cquyén kinh doanh hang hodidich vu cia nha chi uyfn, trong pham vi lant thé khu viee xée inh 4 Ap dyng: Khi nha chi quyén muén duy tr quyin kiém soat chat ché déi véi mirc 46 dim bbdo chat ltrgng san pham va dich vy. L pte Nt aay | 4006/30/2021 @ Phan phéi dai ly dac quyén (tiép) + Dac diém: (© Cae daily khéng duge kinh doanh cdc nhan higu tanh tranh: hep tae chat v6i nha cha quyén © Quy mé ving lanh thé duge bao, s6 long dai dign duge chon ~~ kibu mat hang, dich vu duge ban va mat a6 thi rudng, 4 Yeu cdu trong ky két hop déng aac quyén: Ten, s6 lvgng, don gid pha guy dinh 1 rang Hop dng durge phép gl han khach hang “Lan thd dia ly 4c quyn duge phép han ché = Quyén han cde ban phai cu thé, rang ® + Phan phéi chon loc + Bic did ‘0 Sir dung mét strung gian ‘0 Han ché dia diém tiéu thy trong méi khu vue kha nang 4p dung: Khi 86 nha trung gian it hom sé nguo sn sang ban hang ¥ Tap trung vira phi cho m&i digm ban ¥Trién khai quan hé t6t dep vi ca thanh vien ¥ Chim finh thi truémg rng, kiém soat chat ¥ Chi phi thdp hon so v6i phan phi rng rai BS btn Ngan org =n] @ # Uu diém, nhuge diém voi dai ly ® & Chinh sch lian két = Loai bd tring lap d@ tap trung ban hang © C6 dibu kién nang cao sire canh tranh C6 méi quan hé chat tré v6i ngui san xudt C6 nhidu uu dai v8 gid c€, chiét khdu “Mat di quyén ty chi, han ché sy tang trréng «© Kha ning iF dong lon do dur tit cao bee °F Hé théng kénh ign két doc/ngang °F Hé théng don kénh/da kénh kb eit tana = Uu diém, nhuge diém 61 voi @ nha san xudt “kim soat duge gid 3, khdch, mat hang, dich wy khach hang, gidm chi phi van dong vatly <-Kh6 khan trong Iya chon dally, chat long aily (quy m6, kinh nghigm, trinh 66...) ks tn a ag ® Mét sé van dé can luuy + Khai nigm phan phéi + Khai niém va chirc nang cla trung gian phan phéi + Céc nhan té anh hudng dén phan phéi + Khai nigm va loai hinh kénh phan phi * Chinh sch kénh phan phéi + Chinh sch trung gian phan phéi + Chinh sch lién két L pte Nt aay | 4106/30/2021 ona BRE THUONG MRL CHUONG 9 CHINH SACH XUC TIEN Nhieng néi dung chinh > Nnimg van 48 co ban va xtc tién > N@i dung cila chinh sach xic tién Bp mde New aang 9.1.2. Mé hinh téng quat hoat d6ng xuc tién # Ban chit La cng cy quan trong dé thye hién chién luge va churong trinh marketing ‘La sy phdi hop olla nhidu céng cy xtic tién La mét phan cla chao hang thi trvéng va kénh marketing La qua trinh phic hop (nhibu d6i tugng tham gia) nhdm dat duge myc tigu cia nguéi chi ‘ong t6i ng tiép nha BS btn Ngan org | @ 9.1. Mét sé vn 48 co ban vé xic tién e hinh téng quat qua trinh xic tin 9.1.1, Mét sé khai nigm co ban vé xuc tién F Khai niém xtc tién La finn vue hoat dong marketing dic bigt va cé ‘chi dich duge dinh hurting vao vige chao hang, chiéu khach va xac lap mot quan hé thugn Igi nhat gitra doanh nghigp va ban hang cila né voi ‘Gp khach hang ti8m nang trong diém nhdrm phéi thude, trién kai nng dng chién luge va chong trinh marketing-mix da Iva chon cia doanh nghiép. bee [Naw] | ps oe Sut TPL | ons ue @ ‘F Khai nigm chinh séch xdc tin ‘Chinh séch xtc tién bao gém nhiing chi din cho viée diva ra quyét dinh va thé hién cc tinh huéng thuréng lap Ii hog 6 tinh chu ky trong hoat déng xtic tin ciia doanh nghiép. © Loinueng an at dug muctigu Saye noe = ks ota et ag @ M@ hinh téng quit qua trinh xic tin (tiép) + Nhém 4 - Bai dign cho d6i tc cua truyén tin = now got: doanh nghigplea nhan muén truyén tin ~ Now hb: L& 6i tueog myc tid + Nhém 2 - Biéu thi céng cy cia truyén tin ~ Théng agp: Tap hyp cc bidu turongindi dung tin Phurong tiin xac tién: Cc k@nh xuc tién L pte Nt ang | 4206/30/2021 @ ‘® M6 hinh tng quét qua trinh xc tién (tiép) + Nhém 3 - Chire nang cia truyén tin = msnéa:y tung ngon ngir truyén thong = Gisims: thong dip nhan dugc = nhan thire = B§p ong: phan Ging sau khi giai thich thong diep. ~ Phin nét dap ting durge truyén cho ngubi gti + Nhém 4 - Nhiéu —M@i trudmg qué tinh try tin «> théng tin dn véi ngudi nhan kde vai théng digp gil a ks nan a tg Quang céo > Marketing tryc tiép > Xue tién ban > Ban hang tryc tiép cd nhan > Quan hé céng ching va tuyén truyén ee @ 4 Lwa chon kénh xtc tién > Quang céo s@ Kénh truc tiép: Giao tiép cd nhan (tryc tiép, dién thoai, email,...) Truyén ming, Tin dén s@ Kénh gin tiép: phuong tién (in 4n, truyen thanhitrayén hinh, bang hiéu, tre tuyén); bau khéng khi (mdi trudng tiép xtic); sy kién. bs ——— nh thie trinh bay phi eé nhan, phai tr tién nhém gi thigu cacy tating, hang hhod hay dich vu durge mst nguoi béo tro chi inn "3B Vai tro: Thong tin; Thuyét phy: Nhe nhé 16 M6 hinh AIDA “Gay sy cha (Atention) 2790 1a sy thich Interest) SQuyét dint mua (Desire) “Hanh déng mua (Action) bs ed i 8 9.2.6. Phat trién phdi thiec xuc tién #Céc cong cu xtc tién Khai nigm Dac diém Co si phdi hyp cdc cong cy xtic tién k nanan ag ml ® Yeu cu d6i voi quang céo © Bam bao ham lugng théng tin cao © Bam bao hop ly © Bam bao tinh phap ly © Bm bao tinh nghé thuat va khoa hoc © Dam bao ding bé va da dang © Bam bao phi hyp vai kinh phi © Bam bao tinh higu qua L Obmtn tet |06/30/2021 1B Cac phuong tién va kénh quang e as © Cac phuong tign quang cdo *In dn *Bign tir *Ngoai trai *Khac tn ny Mang ® > Xue tién ban Khai nigm: Khich I ngdn han cho ngudi tiéu dang va ede trung gian nh thu hitch tich «qu tinh muaybain hang héa va ach vy. xB§e diém: Truyén théng mang tinh rung dng nat ti: tinn hp din va chkra dng théng tn: thie dy va khich Ié hanh dong mua/ban. BS btn tn © Kénh quang cdo mo 4 Nay Chis thé tte ae ce to ange quang tn Na tas ® & Cée phurong tign xie tién ban Cac phwong tin cho trung gian va lye long ban 6°Céc phurong tién cho nguai tiéu ding ts ——— = @ @ Quy trinh quang cao (Cte ain mye tu quing efe | : [auyét dinh ngan séch quang céo ‘Quyét dinh théng digp) [Quyét ainn phurong tien a el [Banh gia higu qua quang céo | k Lo nl > Quan hé céng ching B Khai nim: xay dung méi quan hé t6t dep véi cdc dang céng ching khée nhau bang cdch lam cho nhiéu ngudi biét va 6, thién cam v6i minh, xay dung mét hinh anh t6t dep va xir ly hay kiém soat nhiing dam tiéu/cdu chuyén bat igi voi minh B Vai tro Thuyét phuc ® Dé cao/cai thién hinh anh & Théng tin — tuyén truyén man natn ty 4506/30/2021 @ ® die aibm va cc inh thixe PR @Thiét lap va duy tri mdi lién hé voi cdc. dom vi tuyén théng, bé chi @Tuyén truyén hang héa ‘Quan hé v6i gidi ddu tw TB chire sur kién ‘@Van dong hanh lang Phat trién méi quan he x8 hoi khac ks nan a tg | ® > Ban hang tryc tiép c4 nhan ¥ Khai nigm: [8 sw tong tac mat dBi mat gita lye long ban cia doanh nghiép véi mot hay nhiéu ngudi mua trién vong nham mie dich ban hang va xay ding méi quan hé voi khaich hang. ¥ Dic dim + Giao tiép tryc tiép voi khéich hang. +Tim kiém khéch hang myc tiéu ‘Thu thap théng tin phain hai. BS ‘mtn nn @ > Marketing tryc tiép ¥ Cac phwong tign ban hang tryc tiép ca e@ 7 Khai niém: két néi voi cac phan doan muc tiéu hoa khach hang ca nhan thong qua tong tac mgt mot hoac tuong tac déi ngdu Vai tre ‘+ Théng tin dén nhding nhém muc tisu *Nhde nha be yw Showroom yw Hi thao ban hang yw Mu thir w® H6i tro thong mai yw Trin lam bam tnt @ ~ Phuong tign marketing tryc tiép + Catalog + Te roi + Thu fax + Qua buu dién + Thu dign tir + Bign thoai + Thuong mai dién tt (Ecommerce) ks cn a ag ® ¥ Quy trinh ban hang +Tim kiém, danh gia khach hang * Chuan bj so’ bé cuée viéng tham. * Tiép cn khach hang. * Trinh din va trinh bay hang héa: *Khac phuc nhirng phan déi. + Ky két hop dng. * Thy hién va kiém tra két qua. eee 4606/30/2021 * Co s® phéi hyp cdc cong cy @ xc tién thong mai & Cap san pham thi truéng. 4 Dya vao cae giai doan trong chu ky séng cila san pham. # Chién luge kéo dy. Cac giai doan chap nhan va san sang mua ciia khach hang ks nan a tg cal ‘© Cac gial doan trong ® chu ky séng san pham te Nt ae @ dana cép san phim -thitrudng © Thj trvéng ngudi tiéu ding ung oo care ey eu ce 3 Se Ee MASS Ss ioe ‘gt Ronee te © Thi truéng céng nghigp eure) Sane ke Soren @ Chién luge kéo - day Cc hoat dng xde tién ala DN I ie at cate) my ihe ~e E | Som etl a eer tel ice “ert seg se sn sang cia ngudi mua siehing cennin ug cte i oe ‘be tin bin tag —— Bit Hu Tin Mu ks ttn ey ag @ % Cac giai doan chap nhan va e 32:7. anh gid higu qua cua xtc % Banh gid higu qua dya trén doanh thu % Banh gid higu qua dya trén mire d6 nhan biét k sonia nan al 4706/30/2021 @ Mét sé van a8 cn leu y + Nhding knai nigm co ban, + Ban chat olla xue tién, + Céc cing oy cia xic tién (Khai nigm, vai tr, cdc phurong ten). + N6i dung co ban cia chinh sich xic tén, ks nan a tg =| ® 10.1.1. Khai nigm marketing quan hé Marketing quan hé la thiét lap, duy tri va gia ‘tang méi quan hé v6i khach hang va cdc d6i téc khdc dé thu loi do vay mdi bén du dat duge myc tiéu cia minh. Bidu dé dat duoc khi 06 sy trao di qua lai va dép ting day a cdc cam két BS mtn nn ona BRE THUONG MRL Chwong 10: Xu thé phat trién cua marketing Néi dung chinh + Xay dyng méi quan hé v6i khdch hang va trach nhiém xa hi clia marketing? 3 Mé réng cac tmg dung va tong lai cila marketing? pte Now Maas 10.1.2. Tir marketing giao dich ® dén marketing quan hé Cheat at, ‘Marketing iw deh Marking aan bf Laie. Tipu agin Sys ag bi Spiakeycomeea estos Saag AIT Ree mapas Tyce gon ange 4 Qu dif eit long Nba man ci lyeg Chi ge howe divs ‘ioe woe Stel stipe Sue yur he 6 Thing aca le eng ng in ache os pease Val mbmaetng nh 7 KBingchinyeR —7.CRS ae meng te net bs ett = @ Két cdu chuong 40.1. Xay dyng méi quan hé véi khéch va trach nnhigm x4 hgi ciia marketing 40.4.1.Khai nig marketing quan hé 10.1.2. Tir marketing giao dich dén marketing quan hé 10.1.3. Quan ly mi quan hé knach hang 10.2. Mé réng cée dng dung va trong lat cua marketin 10,221, Digital marketing 10.2.2, Twong lai phat tién cia marketing ks on ey ag 10.1.3. Quan ly méi quan he © khach han 191 Xay dung co sé dif ligu khach hang se! Phan tich co’ sé d0 gu ‘ei Lya chon khéch hang myc tiéu se Phat trién churong trinh quan hé khéch hang ‘@1 Banh gid higu qua ciia churong trinh eee 4806/30/2021 10.2. Mé rong cdc tng dung va @ twong lai ctia marketing 10.2.1. Khai nigm va dac trung cua digital marketing 10.2.2. Céc céng cy co ban cia digital marketing Digital online marketing % Digital offline marketing ks nan a tg | [ Khai nigm va dge tring cua | marketing @ 102. Digital Marketing 12 mt thudt n@G chi vige xay dyng ‘ah&n thie va quéing ba thong higu hoae sin phim dda trén nd tang ky thudt 6. > 6 thé bit du thye hin vl chi phi thi > wige 0 tzamg ti vr Khch hang ca0 > é pham tip cin khéch hangréng > KEt qu thu duoc theo thai thye > Thudn tb cho vige theo diva phan tch Lk Sonia a 10.2.2. Cac cOng cy co bin cla 8 marketing I online marketing Content marketing + Social marketing + Email marketing - Native advertising Digital offline marketing Phone marketing “Television marketing Radio marketing ks ttn tas 10.2.3. Turong lal phat tridn cia @ marketing “F Sy danh gid ca doanh nghigp va xa hoi F Linh vc cng dung: marketing xanh, marketing phat trién bén ving... FF Nghé nghigp marketing dn Nan arg 49