Luts im ie hot eta nguét teu ding a mage oT Benn N C88 ho 06 duce kign thie trie gt mu tuemg va dura quyét dink mua, Se han kich thich 48 cho ra cde n i 6 d n kiéu tuémg thuimg va hoe quan sit. Hoc hoi kieu cb dign thuing dye ap a a iditge chii trong. Hoc hi kigu c6 ign chi “day” vé cam: = fnbi 6 diéu kién kiéu tug theme 1a kiéw hoe hoi qua mot ng hai long- thir lai, qua d6, ngudi tgu ding sé hoe hoi mua hang) hay thi quen qua vige duge twtme thug hose yy thoi quen qua vige bj “phat Hoe hoi bing eéch quan trong 46 mt c4 nh hoc theo hinh vi va két qua eta ingudi khéc bang cich quan sit ho. Hoe hai bing lip lun fa Ia vige sit dung tri nao dé chon Ige, sip xép, phin tich fin d6, Hoe hoi bing lap lun duge chia ra lim 2 dang: hoe hoi o6 mot vai die sn mite d6 cia vige hoe hoi, mite 46 quén, mite d6 suy ong ting dung.gin 600 din d&n vice tim kid ering thank vi thuone et" artes thong hu Nong tin ng a va end tin iat in an Prigu, sa 46.06 the din gen wine ie xe va nh Beta ben, ci Kit Ln én hen hao Hong cin hich hing di vi mgt ion a vige mua hing lap ai, vige tim eee In na gin eH Hn etn n bit sin ian dine. sng hig iA hos ph, Ta sin thems a san phim méi, phan bd ete nhieu doanh nghiép, tai sin qu gid nha SP a a ot me ea tu y. cae doanh nghigp mua, bin va cho thu p) ten thuong higu cia ho, bi a . biet ring 46 i d@ mua hom la ig higu e6 sie manh lu dai, Gi tr thuong higu cho phe : Ee aie ‘cao hon. Mot chign luge tuomg di moi an ng thyme higu (cin go la thuomg higu Kép). Tron; Fdung pid tri thuomg higu cia sin pham kh dé nang cao eis gu chinh. Saar ‘chuyén gia tin ring vige sir dung tai sin ctta throng higu ing rang thuong higu chi King edn, co they dime gwd khéc dit ciu hoi ligu mét sin phim dOng thuens asi nkim Lin cho ngutitigu dng vé vga hue st 80 8 thay khong. va liguthuemg higu chi co the ton ai neu thong ore Gia thug, higu rit quan trong Tong trang tinh throng higu, do €6 B thi phin va loi nhusn. Doi vo ele Market che ning, ihuyet hge hoi la day neu view ding rine in ‘phim cia ho Khuyén khich mua hang lap Jai_va phat wrign long trang: ghieu fqud cia vig hoc hii o6 thé duce do habng bing mite 49 nhan hhigu, mite do nhd cde dae tinh thuromg higu, mic dng tung 197i i gu mu gu a han duge aii nigm tich BBliGina beEe Dy fpanh em tom tuong king, HM 65 hom ny wong ghi nhin va nh tay ces. n hinn a mr dpe hod dB xem nd y eng Res N66 the In ng dang ekg Me Vat dung tao higu cing nh dh nus thir nghiém nhin bigt dua teen vs n vide nha Iai ch tg, mae di Vigenh6 i khong hS try, ti nghiém nhé lai str dung i cA Va duoc hdi ligu ho eG eet ding durge xem mot ft ky diém nbi bat mio cua no ny ua MO ¥ 66 th ia hay Khng ong cf bai do Iwimg ngudi tg tan chic thé bode xem mst chum won eg ea pyc, vs cE nh hy ang he ag xem, san pham duoc quang ca Meena BPG: bai no vi can onde quang cdo, thuong hiéu va bat kj Be diép quang cao thong qua vige hign thi, Kha nang higu i mot fing cia cic dac diém ciia thing digp, co hi va kha nang xit ly in ciia ngudi tieu diing va dong co (hode mite d6 tham gia) eta ding. Dé dim bio mic d6 dé hiéu cao, nhigu Marketer fin sao trude khi quing cio thye sit duge chay trén fén truyén thong (duge goi la thir nghigm trade) hoge sau Khi aut hign (hau kiém), Cac bai kiém tra trade duge st dung dé u 16 nao cia thong digp quang cao cin duge sita d6i trude Khi thes chi phi truyén thong lon. Cc bi kiem tra sau duce sit dung Bid higu qua ciia mot quing cio 43 chay va dé xae dinh nhtng @, néu c6, edn ducoc thay doi dé cai thign the dong va kha ning Gia cde quing cio trong twong Ia5.4.7 Ung dung vio ede chign Inge marketing Theo Franeesico (1966) it ky oot BB gues vin io, vé phia ngudi teu diing, ld vige hoc hoi bang ahi," thie tiny st phim hed ben one nye nghigm vé sin plsim hay dieh vu trong qué Khir cua ho yy." bén ngoai, nhu kién thie ma ngudi tiéu ding e6 duvve tir ding nghiép, cling nhu truyén migng. Newoi tiéu ding «; 2 thip thong tin dupe eng edp b6i cae nha marketing. diss, so, hay thing qua nn vgn bin ang eing nh tic bao by sin phim, hay ti vige trang bay ta diém mua hing, v.v. Naw tgu ding nén duge tiep xe v6i thong tin vé sin 3, dich vu mai hoge thay déi sin phim / dich vu hign c6 mote throng higu Khe, vev (Singer etal, 1973). New tigu dane = ‘hong tn vé thaong hu hay sin phim vi tich xudt kh cin anh hung dn vige tri, na tT cde yéu t6 sinh 1 é Wmife 6 lién quan cia v., Ww. Neudi tien ichein ¥6i danh myc chi J, x Ea va try xuit ‘hom. Hig cing nbd hing le ich ee ‘hon Ii ec the tinh va tinh Vige truy xuat thong tin. to hose ben nga ‘nis mv. Cc bien age Gin side hoal c6 va nh hung dén ling duge lau tt hing ngt nghta In dat duge mue dich tt hon ng qua inh anh ode tn higu am th ‘hon thong tin bing 6 n6i hode thong g ‘Thi phin va s6 lwone neues tieu d gu li muctgu kép cua vide hoe co a) Khich hang thanh én inh vipat eee 194by foal Ai Quy vin ga Inge hoi ine nhin thie at fONe nig iy bao gm thu thay Ast duye dae i vi tray xuat Phin i hn i Rk eg that Phong ip nag eb M8 is ha tet sm pt Bama nh lh ent a dn vige hoe. Mt nn in {HOME tin vi phi ns Ree Sang ng Ke hin nk ig ea Xi, noche sy Ca Rea Pa Fu thong tn Kh, v4 to rig Hah Sh ak ing le tt 6 trong bs nh. Kh doe yeu ed con ng ch tg ap ane align ra lign tye vi mét cich thubmg xuyen, Con ng st luge théng tin méi, va sé lién két voi nhimg thong tin sin va gidi thich no, mu: vii can ot nh va xtra kh cn Tinh vye marketing, newdi ti ding duye tiép xiv Voi che ‘sin phim / dich vy méi hoa thay dai san phim / dich yw 6 hang ngiy; cic nha marketing cling ign tue cdp nha anhan hieu cita minh ner cae thude tinh, tinh nang, gia cd fede nan higu khdc, v.v.. Trén thie t@, nau gu dang ve bat kj thay dai nio trong 4Ps nhur thude, tinh sin ‘inh nang, vid ca, giam gid, tith sin e6, v.v.. Ngudi tie thanh nhimg hinh anh biéw tuong ve cdc thyong hiew én dé dang nh lai sau nay.ie oe hi ing ich am sit én rs many ye, én nh Teno thug quan sit bS me, an hui theo. Kit fon ho, «6 khoang tdi ts 12 1p hung quam sia bit chide ban Be va cic thin tne id te 6 Vigo Nam thutmg c6 xu hung bit chuce ph” tang, phong eich trang diém ti cc thin tung Tan he trén phim hay ea nae $4.6 ge hot bing tp un nha im I Hoe cho ring, qu tinh hoe oi cis Feat inh hie tap, NB din ra nha kée qua cia mses. 1 it th in 8, the va e6 chi ign ra trona na frag Bet led tic ye Sr dung sr sing 90, cdi hin say” thong tn de iat guyét che van dB. Hoe hoi hing lap ha ree Wks dang tt lo chon Toe sip xép,phin vis Y Kién, thai dp hay han vi dia trén vise Hoc hoi bing lip tin duge chia haat Wl oe bingy Iuin, He bing him v6i mgt hay hai bigu nngog 10h tin vio Udiing chip, ¥Bi ho ho’c ch,Bes ee. CSc nh gy Pepsi vn ign we quang oan tung ede kn, Hhuye bad dining thume eu ng ns bu hi than ede Bihiy eu mang muc 1, ce quing eéo cia cie doanh By elng eb vane nh khach hing v8 Bi ga kg wp Nc a 48 ln Do ine avén mit cic thong tin’ cam nue aang gear aoe a Mis hy ses nizing fr i si hin hy hw ing cb nh Hah Ng nthe in et hoe dave tate dyn inte ot Ke A inh sn pi hay eam x eu ho a eho thaomg tie Bent Vid Bch hve 3 ich tf hag J m vi dich vu tt, nén by tions xuyen den ah ng my dean ‘Nhung sa mot thi gan, khich hing thay ng chit ong mn ip hw Be ay hg dna ng 8 va Wing dén dy nt. Nhu vy ca én Ke nn ay didn dt Me __Trong ca 2 trvimg hop “quén” va “bién mit”, cde Marketer li €6 cae chién luge cling cli ede in Ket da bi quén va bien mat. en, vige “quén” st duge cing ob li nhanh hom va dé ding hon '50 vi vie ign két bj "bigm mit i z $4.5 Hoc hoi bing cich quan sit Con nguodi luén hoc héi bing céch quan sat ngudi Khde. Hoe hoi ‘eich quan sét fa qué tinh trong d6_ 4 nhan hoe theo hanh vi va két cia hanh vi d6 tir ngudi khée bing cach quan sit ho (Rossiter & 2005), Mat nguii thuong di xe bust thay ring rit nbigu ngubi fang miy doe e-reader khi di chuyén trén xe, ngubi.d cing em thay ‘nén mua méy nay vé ding, Nhin thay duoc tim quan trong ctla “Ve hoe boi, ede nha marketing thuimg sir dung nguoi noi tiéng trong cic quing céo dé khuyén khich ngwoi tiéu ding bit chude theo, Cae han hiéu thii trang noi tiéng doi khi con tai tro quan do, ti xach cho de dién vign, neu mau tham dy sur kien, dé khi ngvOi uéu ding ohn thy ho trén tp chi, sir dyng nhan hig nhur vy, thi new tigu ding etn ‘co xu hung bi kieh thich va mua nung mén d6 mi nguoi mau do dem theo.% Thoi leong trong thuing/ cing 06 Theo Berridge (2000), cic Marketer c6 thé dp dun, luong sau diy 4€ cing 8! tune thume cho hand Xt hin: in tye etng 6, cng e6 theo 38 lin nn yn nau nhién Ligne eimg 6 i vige ede Marketer thaimg eh ky, ‘mdi lin giao deh. Vidu, mot nha hang e6 churomg tink 1 tava cd phé cho Kc hang mbi Khi bo dine bia wont thug ny xy asa mdi in giao dich, bi ke le kick 68, di giao dich ge bo mies lin,ném dug gol ign nen ‘Testa Sharte ng cho Khéch hing mot ly ta stam to S lin mus td sta 6 dy. Diy la vi du ca vice cing nt din, The de, ce Marketer tang thuvmg cho Khc hs, ‘Jin giao dich nhat dinh. {ing nal hin a vig tng thuimg cho Khich hins i tt emit dah nio, Khich hing khong the bist 10, sl hay nbn doe mot ich mio d. Cane os ae mhiéa cho Khich hing, néa lm ho 6 dn tar va khé quén hon hs sin phim va khus khuy‘ ing di. de Khi mua d8 cing of qua ces : Sa thirong higu, cing nh gia ee ich hing sau Khi mus * Quén va biém mat‘pcan oti oe ; FMGt ng teu ding s& tip ty sr dung moe thuong higu gam ind mi a. oh moa hing cua nau eu dane de te feamang Ini 10% Sch cho ho, Vigc mua sin phim akan Kieu mone le #3 tag 1 Si ong, do db Wa ng ein Ua gy foto vi bmg tng thinh 6 thvome igus pt ties Roe eda hh thinh do két qué cia phan thadng bran duce che hint SPY au, mot ph noe tgp tte mua sta tam Dove MME cit Ging kn ein ts ob fy vos ng eeu te es Cae BI fhe can the nin cs choos ninva gut ens aguti cea cung ‘hai Hong. Phat cing la mot chién luge duge ding dé ia ed vige hoe bi thie ny i gest ding tong marketing mang tin eh thume hung a 1 cong thuony xuyen dae siding tong marketing xt Mi tiem phat vi pam fut giao hong, hd thude vung th, wn pg vik xe, vv, Dieu ny s€khign moi new Kha lm ee hin hur duge khuyén cio. Giin doan iéa mot doanh nghigp thudng xuyén cung ep ede chuomg trinh gia va khuyén mdi, d6t nhign nit ee chuong tinh 46, nguot tu $6 cdm thiy khong duge khuyén Khich mua Iai sin phim d, Theo ‘m@tcach nio 6, newar tiéu ding sé 1 nén quen voi vige giam gid (phn thugmg) nhu vy. Néu ede churong trinh due nt Iai, thi kha nang mua lat thuong hiéu sé vidm di, Chang han, Grab thuéme xuyén cung cap ce ma idm pid cho Khich hang sirdung dich vu. Digu nay Lam hinh thinh thoi Guen cia nao tiéu ding fi di Grab thi pha co ma giam gid, Néw khong ‘¢6 ma giim gid, ho cb xu huémg chuyén sang ding cde dich vy ctia doi ‘hit canh tran, % Cang c6 tiéu eve “Theo chién luge nay, mot nha marketing nén khuyén Khich ngudi ‘tiéu dime mua hing cua ho (hanh dong) dé trénh hu qua tigu eve, Digu nny 6 thé lién quan dén dong Ive tiéu eye, theo nghia 1a e4e nh ‘marketing thuyét phue ngudi tiéu dimg mua thong higu cia minh dé ai nghiém kho ehju, Vi dy, P/S quang bé sin phim cia minh 18 franh ‘hong sau rang cho tré em, Nhu vay, khich hang duge khuyén khich mua em P/S dé trinh tinh trang tiéu eye: chong sau rang. 189Cé nig eich ip dung hoe hii bing tui me tion, chién luge marketing, bao gor: + Gilt vimg chit luong sin phim dé new iw ay + Girth hoe ei diénthoai cho ngwdi teu ding can, ‘mimg ho sau khi mua vi di e6 Iya chon sang suc Co cic hinh ding “hung” nh gi thuom ki snus ho thi sin phim méi ode phigu idm gi dé mua mii Tong ea hg hit vi te bay a0 cho Vgc mus hich d& ding va thoai mai nit is al atketing 68 He sidang vgs hoe ho ci a, , twong throng Bhi maui gu ding duge ken then vs yc thong higu eb loi ho ho, hoje bring phat vi gy din ©6 loi cho d6i thi canh tranh, Phin thudng 6 day khong chi dé «. hi Tong ela sin phim va gid tri dng tién ma eon ch ns Phuong tién duge ‘Sung cap, gidm gid, tich diém, v.v. {nha makeing cn phi hid he dg ca vgs tun St bal doi v6i qué tinh hoe hi. Theo ly thuyét, moi neuai | i f ding ga : Ya dest ag inka ee et qua tich ci / mong mn n dn dén hanh vi lip li gh ‘hai long / khéng hai I ‘¥6i san phim / nhin hil h ui én vi inh hinh thé Ime uo ns eg see a a hig suse ai ‘201 18 hign bao hoa Mia cla cic of “Stay atkiéu tong thuong 6 diéu kign kiéu tung thuong 1 kidu ai " ern scas sg gua es vst eee nhivi mua bang) hay thoi quen qua vige duge tuong then ee : Mi hay thi quen qua vige bi “phat”, Hinh thie hoe B8i By jiu ding sé hoc hii cc hanh vi va lip lai ede hanh vido man dvige sy tune thuong. Sy tuimg thuong 6 day ¢6 nghia 1a paisin phim, thich sin phim, thich qui ting, &6 tri nghiém tt mira Lipton Ice Tea ra mit mot phién bin méi c6 vi dio. Ngui meee thir. Neudti tiéu ding sau khi ding thir thdy ngon, sé guge Iai, neudi tiéu ding sé khong mua sin phim ha § Bogie non nn mone mute, Mex sh sb ‘quin jeans dé di hoe. Co vio mot cia hing chuyén bin quan jéng & trung tm thinh pho dé mua. Tuy nhién. nhan higu jeans ‘trong dén phong cach nhigu hon la tinh tign dung, nén sin pham {mg c6 Kicu cach téo bao va.c6 sinh vien nay cim thay khong ‘v6i c4 tinh cling nhwr muc dich sir dung eta minh, Trong tong sé khong quay lai day d& mua nita Cée nha marketing cé thé tude thuong newoi tiéu diing theo mot fich trinh sau: thudng lign tue, 1a vige tudmg thug ngs teu ju mdi giao dich, vi du tang cho tat cd nguvi tiéu ding mot dia t Khi an tai nha hing. Thuemg sau mot sO lan giao dich, 1a vige ma cho ngudi tiéu ding sau n lan giao dich nbat dinh, vi du 5 Kan, phigu cho ngutdi tiéu ding thu thap tem. flan mua 1 ly tr sta, nguoi teu ding s® nh duge I tem, sau ki tem, neudi tiéu ding sé doi duge1 ly mién phi. Hinh thie ng bat ky 1a cach thuong kh6ng theo mot s6 Lan hay lich trinh ndo eu a marketing 6 huyén khich phin hdi tich eye aareetho dng thi trade Sn phim ho8e cho mign pl Me tt Wikch, qua trinh nay duge gol ta dinh inh, © eée sone Bas, Mid chot bac duge Sn, wong, da ruse va G Khich san min iO cde may jackpot, ngwai chet .6 thé khong can bo ra qua nhieu tién B chet va may dor 1p ‘sinh dé Khéch nbn duge kad thune sue ‘thudng nho. Nhimg eidi throng nho nay sé Khuyén khich khdch se ad kha, tn kém hho hung li kho ting gi hon.Dh cho nh sin xudt mot sin phim Hién quan v8.do 48 nay m3 Kich thich khie bigt Bi lip véi hich thich Kh quat hoa va két qua trong vigc\,, chon kich thich trong s6 ede ich thich tong ty 8) Kha ning phin biet cia ngudi teu ding gitla cic yu 05 4, Se nee aa nitim im eich tht lp hinh an dB do eho thaong hicu ty tm tr neuoi tigu ding. Chia kha dé phan bigtkich thich la i higu qua, mot igi thé canh rank chinh, 5) Hinh anh hoje v ri mi mot san phim hoe dich vu 6 tron tr ng teu ding 1a yéut6 quyét dinh sir thanh cdg cua ns © Khong eiing nh ngwéi bit chude hy: vong nguti teu dine ss Khai quat héa nln thie eaa ho va gn ede de diém dic biet cu jin phim cla doanh nghigp dn diu hj ruémg cho sin phim ci. ho, doanh nehigp din daw thi truong muén gui teu ding phin big gta cde kich thich trong tw Hu hit cée chién luge khéc bigt héa sin Phin bigt mét sin phim hoae thuong higu thong higu cba ec di thi canh tranh tn oy £6 lign quan, e6 ¥ nghia va c6 gid tri ddi-v6h np Thuong khé kh6 dé 18 46 mot thong higu din su phan bigt d6i xt vé hich thich, d 4) Noi chung, thoi gian tim hiéw lin Phim eu thé cing dai ngudi tiéu d han bit va ft ©) {ap li, Khai quit kich thich va kich thich phan bi = inigm img dung chinh gidp gidi thich hinh vi iequa cia vie Hap lai phn ndo phy thug Hn navi iu ding duge tgp wig, Ye? Home quine gm eb din, vige hoe kh : t n, vige hoe khong chi phy. a Jai ma con phu thude vao kha nz 1 Khai unas it hoa Kich thich giai thich tai sao kiéu bit chuck a0 Kidu bit chucée “40 dn phim thinh edng tren thi trudng lam cho neudi tea dong ‘v6i san pham ban du ma ho d3 thay due quang ef, f ii thich tai sao ede nha sin xudt nhin hang ring cde higu 6 wing am cho bao bi cua ho gan giong val cae quong hicu din dau. Neuyén tac tong quit hoa kich thich duoe farketer sp dung dén dong sin phim, biéu miu va m6 rong, phan mo rng dong sin phim, Marketer thém cde san ‘cho m6t thromg higu da 06 tén tuoi, biét ring san phim moi cnhigu kha. nang duge chip nhin khi né gin lién voi mot jg higu ndi tiéng va ding tin cay. ge lai, viée phat trién mét thong higu hoan ton moi, Marketer cung cAp tign ich mo rng bigu mau sin phim bao Ikich thude Khe nfiau, miu sie khée nhau, va thm eh cd Phin mo réng danh muc sin phim thatmg aim mye teu phn Khu thi truong méi, Su thanh cng ei chien luoe nay phy thude ‘an t, Vi du: néu hinh anh, cba thing higu me iki ning mang lat thuong higu dinh: Cach marketing toan bd cde tan dung kha nang tone, quét boa ea meui ey ding lign két e fhfgu thu Hoi tr san phiam nay sang san Pl n hie, Thucmg higu fnhfin cita nha ban 1é thong dat duge higu qua twong tw nhu xay dung fu gia inh. ; : quydn thuong higus cho phép gin tén thong higu noi en phim cla mot nha sin xuat khae Ii mgt chien luge