06/30/2021 vows BRE THUONG RL BAI GIANG DIEN TU HOC PHAN MARKETING CAN BAN Sbmtn Nguyen Ly Markatng Myc tiéu cy thé -+¥8 ibn the: cb te cnn vb 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 tach nig vor cg vie, te pheng lam We pene Sas axl e@ Tai ligu tham khao 6 @ Chwong trinh cua hoc phan 1. Pip Kotler & Gary Armstrong (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 td oda marketing ks nti = e@ 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 ttn as ‘avona patnge owe mat Chuong 1: Gidi thiéu khai quat vé marketing Ni dung chinh + Ban chét ia marketing + C&c kh nigm quan trong cue marketing + Qua trinhtén dng marketing + Vai te va chi nang cia hé marketing + N&i dung, 66 trong va phuong php nghién eta hoc phan By mtn Nan 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 ty | Lich siv phat trién cia marketing (Oram ar a wa Hage [sax rope nh thé [Con warh a mie, KTON ph wi anh ucts —| Noi cia nu Bs tba mn Host etna —|Vn dyna markting-mx Niu aud | XuSthign marketing hign i 4. iTS se mua v8 NC chva this mn guy Goh Hr in [7070K an nay finn thé [Cann tanh gut, CAE wna ru eu we |seng phat én ues |Tha mn nu eu an ia ce pe dope TE Host ang Phi tin cng b8 markesngarix wi dich wy WES ing, mn ih we vin ——— @.. 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 6 marketing hign dai () Marketing ¢6 dién | | (<1 Marketing hién dai Giup tiéu thy nhanh| |Nghé thuét két hop, van! \chéng hang héa da dure | |\dung nhdng né lye nhdm \sén xudt ra thing qua||khém phd, séng tao, phan phbi, quing céo va||théa man va got mé’ ban hang, Inhu edu eva khich hang {48 tao ra lpi nhuén. sondn Noosa @ # Lich sir phat trién marketing 7 Sin malt sin phim quyat dink Frat gin [3070 inh the [Gung << Gu ti tng Figc is [Sin nudt hing at in phim dha 6 Hot na | Tap ung hy ha sin mut Hu qua | xuBthign marketing ef i ‘Phan phi ban hang quyet aah Thi gion [chin tanh 98 = S00 Finn thé —_[cung > Cat vba uct [Quay ving sin mut bg pan BG, avkting Ht dng Prin 8 hin ot, quia c, neh Bn k nanan =i = Phan djnh marketing cé dien 6 va marketing hign dai ‘( Marketing ¢6 dién |.) Marketing hién dai xu pratt, | Boanh nei 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 tén edie | Lotnutn qua ‘doanh 88 L be NL arg |06/30/2021 Tw tedng chinh cua e@ marketing hign dai {Col th] trveg, khach hang 18 xuat phat aiém, ‘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. M6t 86 khai niém co ban (tiép) an phim: San phdm (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 lai cho ho thir hho muén 66 gid tr twong dvong. tb dn Nae aang = Cac quan diém quan trj marketing @ 1.1.2. Mét 86 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. be © Th trong: La tap hyp khach hang va nhding ng cung Ging ign tye, tim nang of nhu cl ‘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 eda n6. © Gp sin phim th rung: Nhong sin phdm 2 1th8 duge thiét KB cho nhiing thi truéma muc ti6u nihat inh © Chao hang thi trong: sy két hop cia san phdm, dich vu thong tin k eines =i e@ 1.1.2. Mét 86 khai niém co’ ban © Marketing: la mot dang hoat ding cia con nguéi nhdm théa man nhu cu va mong muén ciia ho thong ‘qua tra0 ai. ‘®Nhu cau ty nhién (Needs): la cém giéc thiéu hut mot ig dé ma.con nguti cam nhdn age ‘Mong muén (Wants): la nhu cdu ty nhién cb dang dct twang img ver rind van hoa va ban inh ca ‘nan ela con aguel 2 Nhu edu 6 kha ning thanh todn — Chu thi tering (Demands): la mong muén gén lién voi kna nang than ton, ks ed 6 1.1.2. M6t 6 khai nigm co ban (tiép) ©®Gia tr, chi phi va sy théa man Gi tr due khich hing em nh: dn gid ta khch hhang v8 sy kre bist gla tt c& ll ion va chi phi ma rmarkeling dva ra trong mi iin quan dn chao hang cia thi. Chi phi: db voi mot hang héa fa tc nhing hao tén ma ‘ngubi tu ding phi bé va dB 6 duoc ning i fen do {iu ding hang hea d3 magia 6 Sy théa man: Id mie 46 eta trang thal cm gide & ngubi ‘iu dng bat ngubn vibe sos fh thu dug tr vig ‘iu ding ed phd vr nhing ky vong cla hp true Rh “Tha man = Nndn thie KY vong L btn Nt arg |06/30/2021 e 4.1.2. Mét 86 khai nigm co ban (tiép) ®Macro-marketing: Marketing la mot tap hop cfc qua tri kinh t8 va x8 Ndi dibu phd mot céch c6 rigu qu két cu t8 chire va két edu dong phan phéi cae hang da, djch vu cia nén kinh 16, tinh we san xuét dén linh ve tiéu ding xa hi nhém thye hién cn d6i cung edu va dép (ng cdc myc tu cua toan 1 ché a inh 8 x8 Ho ‘© Micro-markoting: Marketing la sy phan tich, kb hoach hiéa, t8 chic va kiém tra kha nang thu hut khach hhang c¥a mot doanh nghigp eang nur nhiing chinh ach va host déng véi quan diém théa man nhu cel, mong muén cia khach hang, ks nan a tag | 7.1.3. Qua trinh tién dng @ keting Dinh san pham hén hep: Can cir muc tiéu 68 la chon, doanh nghiép xéc lap quyét dinh san pham hin hop. |# Binh gié ban: Doanh nghiép 4n dinh gia ban va .c6 tinh dén kha nding chdp nhan cia ngudi tity ‘dling, gid mua va tng chi phi/san phdm, thai 46. ‘cc di thi canh tranh. ‘Binh kénh phan phéi: Doanh nghiép chon loc phuong thite, con dudng (kiéu kénh) phan phdi phi hop nhét voi myc tiéu va sén pham. tb btn Nan org =] @ 1.1.3. Qua trinh tién déng marketing 7.1.3. Qua trinh tién dong 8 marketing bees 4 Binh strc ban: Doanh nghigp t8 chire ban va phurong phap céng nghé ban theo kiéu kénh phan phéi da chon. ‘*Xtie tién thong mai: Doanh nghigp théng tin dinh huréng cho moi nguei tiu thy va khéich hang bang giao tiép thong mai (quang céo, khuyéch trrong ban...) ts btn Naty ag = 1.1.3. Qua trinh fién dong e marketing Th] tru’mg: Bim svat phat ciia hoat dng marketing. Sy hibu biét th cweng cho phép phat hign nhu edu chya tha man. An dinh san ph&m: Phan tich va bu6c du x6 Gin nu c&u va dn dinh togi va yeu cdu san phim 48 thda man nhu edu dy. Chon thi trrong dich va myc tiéu: Can ci myc tidu chire nang, vi thé va thei co kinh doanh, Timbiu, iva chon 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 tb dn Nae aang =] 6 1.2.2. Chirc nang cia marketing 6 * Tiéu thy ‘Thich ing Phan phéi weTieu thy #H6 tro Mao hiém *Dibu hoa, phéi hop be Chie nang quan trong ht thé hign ehétlrgng 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. rn Na e@ %* 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 tn a ag 6 4 H6 tro Bin hinh hod va phan loal san phim. > 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 hé théng tn th trxég.. L pte Nt arg |06/30/2021 e % Mao hiém ‘Dura ra nhGing quyét din khi chua 6 sy che chan trén cor Seni reese et > 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 tg | ‘avona patnge owe mat . CHUONG 2: MOI 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 nghiép St mtn gn tating e@ 4 Didu héa, phéi hop >it hoa la cde BO phn chi nang 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 be 6 Két cau chwong hoc 2.1. Khai niém va sw can thiét nghién ctvu méi trong marketing 2.2. Méi trvong marketing vi m6 2.3. Méi trvéng marketing vi m6 1.3. Béi te Ndi dung va phurong phay Qe maT RI 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 dy an, hibu qua t6i vu ks Don at 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 aay |06/30/2021 242. Sy ein thiét nghién cou ee 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 Soman an =i 6 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. bk senda nn 6 Cac nhan té cia mai trong marketing 6 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 ly zene x hol rong lon dang anh 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. ks So =i 6 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. _———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 | 6 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 tb dn Nae arg = . Kinh té vi mé e@ 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 kL a Qyrem méi tring nganh (nhiém vy)| eng ‘he | orca} —|rreting [| MP k en =i e@ 2.2.6, Van héa — Xa hdi 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 tn a ag 6 2.3.1. Nha cung cdp 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 b pte Nt aay |06/30/2021 e@ 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 | 6 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 bs sonia natn al @ 23.3. 061 tha canh tranh 6 2.3.6, Yéu t6 ndi bé cua td chic [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 ne 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, ks ett tats = @ 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 od =i 6 Mét sé van dé can lwuy + Khai nig v8 phn dink 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 (ere06/30/2021 vows BRE THUONG RL CHUONG 3: HE THONG THONG TIN VA NGHIEN CUU MARKETING CUA DOANH NGHIEP Nhéng ngi dung chinh + Kal nib 8 cu tric ting hg Sh makeing I? + Khali 8 fe ai nh nghién civ marketing? 2 Quy vinh phuong phéputn nahin ctu marketing? 5 ta Ng Mating 3.1.2. Cau tric cua M.LS. % M6 hinh——————————SY “Théo tin Fig tng thong tn mar ‘makeing e@ Két cau chwong 6 v= C4u 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 be + HA théng tin mpi bg: Tap hop ee quy tinh va: ngubn cng ep thing tn oo ban Bén tong. + Hg alitu tra marketing (nh bio): Tap hop cde quy tinh va ngusn duge si dung a8 c6 6 gu dang on bin hang gy tran th tung + H§:nghién ciru marketing: Thu thap, x2 W théng tn vb rmetvan a8 doanh nghigp dang i ion, + Hi phan tich marketing: Gée Kj that thong kB val mo hinn phantch 8 bu hanh marketing Mu ie. k ett tats =i Q 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 tn 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 aay | 1006/30/2021 @ Khai quat vé nghién citu marketing] 3.2.1. Khdl nigm va vai tré cila nghién tru marketing © Kh nig: Ngbin edu marketing la qué tinh thu tip 66 hg théng, ghi chép phin lol, phin tich vi théng {pt 08 mye tu ect iu 6 lon quan dén thél dB ng ty, nhu edu, ¥ nigm, quan aiém, dong co... cia cdc c& find hose t6 chic téu ng trong mi! quan be taomg tie ai cdc host déng hing ngay Val tr: Cung fp tng tn cho ngue ra quy6t ints |B iim ho tong kin doanh. 1B Timkidm co ho mei, th tong mei {3 Cung edp thong tin cho hoach gnh chin keg Lata db nS tg quang cdo, ks So xa @ Nghién ciru khach hang va ngwéi tidu thy (nghién cdu chi tiét thi trugng) + 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 bk sonia natn al marketin: @ 32.2. Loai hinh nghién cu (EECA SE = Sr 3.2.2. Loai hinh nghién ecru 6 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 kha thdc,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 d6ng tam Wj Kénh xtc tn, hig qua cia xic tén, ks einen = © Nghién ciru dac trung va do ltrong khai quat thi trréng |(nghién céru tham dé 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, ks ont aig 32.2, Loai hinh nghién ciru 6 marketing (tiép) ‘@Nghién ctu marketing phan phéi va phan tich the ban: kiéu, thong s6 kénh; cong nghé ba. @Nghién ciru marketing gid kinh doanh: 46 co ‘lan cia cdu véi gid: gid can tranh, tong quan gid 68. cndt rong. ‘@Nghién ecu canh tranh: Nhgn dang 46i thi canh tran 5g¢ diém cia dBi thi canh Wanh; Chién luge cua déi tha canh tranh; Myc teu, noat dng cia déi tha can tran @Nghién ctu dy bso ¥ Dy bio ban hang ¥ Dye bao xu thé phat trién cis doanh nghiép (ere 106/30/2021 e@ 3.3. Quy trinh nghién cru marketing (Xée din van 48 va mye tiéu nghién ctu marketing (__-xay dyng ké hoach nghién ciru marketing) YT { ‘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 bs senda an 3.3.1. Xac dinh van a va myc tiéu e@ nghién ctru 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 — ol 3.3.2. Xay dyng ké hoach @ nghién cru 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) i. npn aes ax © Kae dinh myc tiéu ke hogch nghién 33.2. Kay dyng ké hoach 6 nghién ciru marketing (tiép) ciru marketing ne 3 (arn inv ab arias) = cetrwoy -f wut pra at ng nai eb (RES. pl sarki araben ie ‘cen 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 ‘Camera, 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 | 3.3.2. Xay dyeng ké hoach 6 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 tb 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) be 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 ctu 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 Dota at ag @ 33.3. Thu thap va phan fich div ligu —__tiép)______| Thu tip dotigu se eb {© 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 Ie 1306/30/2021 e & Phan tich div ligu vba Bg pe TATOO “S¢Myc dich: Rot va kbt dn va phat hign CHUONG 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 sce satu nin an tena 3.3.4, Thong bao dt qua nghién ciru marketing @ Két cdu chuong hoc ers sertes + Béo cdo try tid (thuyéttrinh) 4.1. Khai quat vé thi trvdng 4.2. Hanh vi mua cilia khach hang - ht nag cinch: gui tigu ding ineneeg ny 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 bos wh =< @ _—Woteb vin ad cin wu y =) 4A. Khai quat vé thj trréng A131 age BT on el ng ig meen Staal ‘hil angcecethen npn crumetetng ioe eet + 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 | Chire ning co bin cia thi trromg. marketing ia ee doanh nghip ta H8 NB. + Kidem ng: co cu, thud tinh sin hd. 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 tn a ag ‘ owing Mats al 1406/30/2021 e@ 2 Nhiing yéu t6 xac dinh thj trueng, 7, Mua cl gi? a8ingng ba) 2, Tai ea0 moa? ime ach mua) 3 Almua? ihinsor nang) 7. Mua nhurthb no? Ieaen tne a) 5. Mua bao nniau? (e3ivorg mua) Mag aia? 1 tuong Gun wr | L ag a _ Markets a U Gid thi truting tb mtn natn ty = e “4.1.2. Cac thanh t6 co ban cua thi @ %* Phan loai thi trong 4.1.2. Cac thanh té co ban cila thi eo truéng pet quan hg mus, ban glia ee quée gla: th wwng 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 be > Chuth trong © Kl nl uu wg: thu eu te 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 Cu tric bac nhu clu theo Masiow ts een pte ghana = e@ Phan loai thj trueng (tiép theo) Cin cir vio cde ybu 16 abu vio, abu ra tring vt Céc toai th tru@ing ‘meng We oyevang wen my) Ch ks Don a ag NC. ¥ Sy may 0b of chu cae mal ten Re + 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 dong 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 | 1506/30/2021 @ Tinh quy lat 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 + Nh eu th ng ong nen ng ous rs E Ty even ‘* 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 Es meno tb TNR ra} e Po Cung thi tréng @ 4.1.3. Cu triic bac th] trong cia DN ‘Cung twang a 6 thdng 8 cite va vin han ing Hon 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 be 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 e@ Po Gid thj tru’ng 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 tn a ag 1.3. C4u tric bac thj tréng cua DN > Thi trong hha hid hee (he avaiable, marke) Gb 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, _——— | 1606/30/2021 e@ 4.1.5. Cu tric bac thj trong... (tiép) [Thi phi cia mot doanh nghigp (markst 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 HC Sarat ks Sco | * M6 hinh hanh vi mua ciia ngudi dang ‘ie nnaer one 4.2. Hanh vi mua cua khach hang @ nguai tiéu dang M6 hinh céc nhan t6 anh huong dén hanh vimua khach hang Kh nigm, m8 hinh, efe nha t8 anh hug dé hhanh vi ung xin + Khai nig anh vi Ging xi: La thuge tin ta dy tam Wy hn hop dB chi métt chie bn dinn cia ning tn bud 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 nn (ohém) o6 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 nanan tg | 7) Hanh vi mua phi Ha ua phirc tap 'NTO tham ola wo vibe mua Rha wb; Ride BUCA ee | ‘han higu elm nan cuge en, ‘Mua ning hing héa 3 tn, 66 inh cht may eH meimua. Viedy: and, 818, may ti, — Hanh vi mua doh hang @ “Camis da dang sa sz cin hd in Nr hog NTO hy he Sivcttrtecienn ge Ato ture mye tay 06 hs Nu Toe hg oh Tiny nebo in Ro mad wostiae hg ta + Mon te, use be | > Canhan eon sag eRe Ea pot a se ae coor 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 " Tava ar se yr on Ee Seu QE errmsg eto i a bn RECENT ag 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 i mua theo th6i quen + eden 6k ming ip vn te we IRE atk a eee + 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 sdm: Nguoi tién kd’, Nowe anh hurérg, Nawéi quyét dinh, Nowe mua, Now str dung % Cac loai hinh hanh vi mua a) cag enw [Seems 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 atu [ Sinviingueh | tin ks 3 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 1806/30/2021 e@ 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 | 6 © Banh gia thé vi (tiép theo) Mo hnn nn i 4b vong da tha 8 - feb 38 auen9 wor Kv = 2 AY em abnn ola Ung xi Lam nb ba eb m9, hbo eu “+ Hoa diag marketing ich tb mtn natn ty =r] Buoc im kiém théng tin Mo hinh danh gia thai 46 ky vong da tham sé cla 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 “Thang inn im Kim rg - aoa oa a [pea Tf ea ete chai b> congo frist fase] [ae] > [ar] « | 20] 3 [are = Sy nt, finsacwecnen [a] e [ise] s [ual | aa] > [oo _nessnenten rat He ae a fees |S J see] 3 Jase] 2 [on] 2 |e (nen cig ning agi tw ao} soewomein —[aso| Lew] ¢ [ool a [eal ¢ [a nowtn ratty nat rn in veo et ee et Pe Jong air: Dann gi tinh the tim kibm, val rd va eh ph sir ‘dung cia ede ngub thang tin beeecctor steametaingicn ne | ks natn e@ 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 tn a ag 6 Bu6c 4: Quyét dinh mua “smog you bmn 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 aéng 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 ——— 1906/30/2021 @ 4.3. Hanh vi mua clia té chore 4.3.1. Bje didm va mé hinh HM ca tb choe + Be didm cua tb che Khdch hang-t8 chic: eug os onfn ue ean eo ‘ewe ham du rink VB dla Ij: maces tune nga eco = Vi san phim: sé tang gut mua ttang 36 ang sn is ray ween ihn nn, Ye shunvenemientteshrs sie uate psc gown ane ar pon ang ara SETA ene ks tn aetna 6 ©) Nhgn thire 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... tb mtn natn ty =n] M6 hin hanh vi mua cla e@ khach hang - t6 chic 6 <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 be ‘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 e@ khach hang — t8 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 ks nanan tag ni 6 © Chird de 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 I cr 2006/30/2021 e@ © Tim kiém nha cung c4p “Tim kim ngabi cung Ung phi hop nhdt diva trén ose 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 | @ —otcon ching 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 tb mtn natn ty =] @ x cau chao hang 6 = 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) be 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 ett aa = e@ = Lya chen nha cung cép “4X89 hang nha cung cp theo cf chi tba va 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 ttn a ag 6 Mot sé vin 8 c&n leu y “al nib 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 I cre 2a06/30/2021 vows BRE THUONG RL CHUONG 5 CHIEN LUO'C CHUNG MARKETING| Nhieng ngi dung chinh * Khai nigm chién lvoe marketing * Khai niém va cdu tric marketing myc tiéu * NOi dung va quy trinh soan thdo chién luge chung marketing? Bp mde Newt Makar Oe vos ngnsonzemacing Chin tage marketing 2 gn che rowan he, nguyn 909 tr ma ea ah gn {i markeling mong muén nhe c6 né dB at dug ye téu marketing ca minh tr6n ty trong mae au, 1D Kai ifm marketing mye tibu Marketing mye iu 12 qué 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 doan 0. tb ‘manent =a vows BRE THUONG RL 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 sean thie chién kage chung marketing 82:4 Prin ten inn nb i 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 Bp nde Nowy Maar 5.1.2. Tw duy marketing muc tiéu va @ Sane we tt ‘Marketing da dang san phim | -_"~papaindoan—] [sch] We : 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 ttn a ag 6 Marketing myc tiéu © Ba phan dean. 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 phn dogn. Doan nghigp dbn me! ngubn lye ela minh che mat pin ‘dean th tong duy nt _—— 2206/30/2021 @ _Merestna me nau we @ + ring pn dog twine spying aaa or sagen ig cent ep 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 See ee Be es San ako Ee oe nham vao vige théa man nhu chu va uée mudn cua tong: ee eae Has © Xut hig iu de 5 Ney ny ny i tema, cc anh gh, cb Mee seeig So Sr Ma 9 ra a at re bs nan a tg | @~« bu6c cia marketing myc tiéu eo Yéu cau déi vi phan dogn thj trudng Td ce i ean Pian dean Oi etre ve Tae H_meoraswe re be ding | | onsen ‘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 []__ agin &sinn Pescara iro itu higu | Tinang Sion cong cot ea =| 6 Soomro yoann ose oa e ae 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 ttn a ag 2306/30/2021 % Cac phwong 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 k pda No Mag ss] Piaf Beate ae tengo ng 68a es "hues nu um ene ‘hang mc sremeyinc ie eaten Rh bi hs Hi a ‘bin aa e@ + 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 — “indee an Site Senet ts os none QO ose NY vont 4 Lya chon thi truéng myc Quy mova. sic tng tring ‘Stic hip on vi fu tric TH eu Myc ti v8 nguén ive cla doanh nghigp kL nanan 513.1 can cite trent 6°Xac dinh thi truéng muc tiéu @*Muc tiéu chién luge chung marketing © Loi nhuan © Thé luc (dia vi) © Antoan © X hdi (nhan ban) b pte Nt arg =x 2406/30/2021 e@ © 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 t, vi tri clia doanh nghigp trén thi trong » Dac tinh cia san phim % Chu ky séng cia san phém > Tung thi trudng oy thé _——— + Marketing-mix Kal nlgm: tMarteting-mie Ib phd the di hung cde 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 sng 6 © Nguén lye marketing Nhan sv Tai chinh UCéng nghé OTai san v6 hinh ks ett aa =a Q + So dé marketing hén hyp 4 hea “Bie auang aie 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 kién tin dung Phan hoi ~ cong nghs ban Gis nism y6t “| 5.2. Quy trinh soan thao @ —chintoyt chang natang 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 ki oo al 2506/30/2021 5.2.1. Phan tich @ tinh thé chién roc 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 Po Tinh thé mai trudng vimé ks nun an tag | @ wSSe. @Xac lap cdc loai hinh chién luge panes MBE hig zoe marketing chun rogaine OL MPR tating tn eudeg Merkntng ‘Nhu ev Mie markebng-me ctininoi _ F>L_nndm vao nau dogn th tutng Warnctng Met chi lige marketing Kha thie Seen FPL__imat doan th rueng duy ohat @Xac dinh ké hoach trién khai: aitham Bia, huy dong ngudn live nhu thé nao, een 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 be 5.2.4. Quyét dinh 6 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 @ Hae, 1 Céch thie xée dh MT: nh nh, doh kxgng © 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 tn a aig 6 Mét sé van dé 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 aay | 2606/30/2021 vows BRE THUONG RL Chong 6 Chinh sach san phim Ni 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 Newt aang Cu trac san phim e@ Két cu chuong Qo 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 be 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 pe Naty Marg sci @ 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 ttn a ag er 1. Mét 86 kh: {# Sin phim hn hep (product min: tap 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 aay | 2706/30/2021 ea 6.1.1. Mét 86 khai nigm co’ ban (tiép) | Nhainhigu san phim: Co thé 1 m9tt8n go, thug nga, Chinn sen cing ot, co chu sin phim " Tibi coc ching lo se eb en rg ci 84, mae 6 nih, mie nA ‘Han endibé sung ching loa: bt ba! tang cue sin pnt rg iu quigu gu» enn rs a kn nd ching lot mayo bre bs man nu chu s chin atch chit gg sin phim Bin 2: eae a3 heh ora sin phim theo nuda tp can va erg eh er. le Eee an teva arty cltivora G2. Nol dung co ban cua e@ chinh sach san pham 6 6.2.2. Chinh sch nhan higu va bao g6i “4 Chinh sch ching log, co cdu va chat lrgng san phém. “4Chinh sch nhn higu va bao gi “Chih sch sn phim méi “Chinh sch dich vy h try sn pha. be ®Chinh sch nhan higu C6 gn nan hay khéng Bu ty cho nhan higu > Bat tén cho nhan hidu ‘Phat tién nan higu Tal dinh vinhan higu k ett aa =a ‘Myc tigu va vai tré cilia e@ chinh séch san phdm (©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 ttn 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 arg | 3006/30/2021 e@ 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 an tray | Bue ih thanh y twong san pham moi Tim ytudng HBTS RE Bg tong 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 tb tn Na aang =] @ 623. chinn sich san phim mot 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 ts smn a 2 S0an thao dy an san phim moi ti 7 tong (Wr tudng ki quat v8 hang héa) — dv &n (ké hoach sn xudt) ©Thdm dinh dur 4n: thir nghigm 48 kiém tra tinh Kha thi Buse 4: Soan thao ct urge marketing [MB ta quy m6, cfu tre tl trumg va cdc chi teu clin at ‘vec (kh long ban, thi phn...) > Phi thize marketing ~ mix dy kién thy hién ‘2 WvhGing mye tidu trong tong lal k Shenton =a e Céc giai doan phat trién san phdm méi 81: Hin thanh y tuéng °° B2: Lya chon y tuéng BG; Sogn thao dyn va thém anh 'B4: Soan thao chién luge marketing BS; Phan tich Kha nang sn aut va tidu thy Ba: Thiétké sn phdm 'B7: Thir nghigm trong albu kin thi trudng BB: Thuong mai héa sn phim moi ks ttn a ag Buc 5: Phan tich kha nang san xudt 6 va tiéu thy Phan tich tich 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 arg | 3106/30/2021 Buw6c 7: Thiy nghigm trong diéu kign thi ‘truéng etn ng TTR + ge inh ea sin phim + Miedo chdp ning eda th tueng Buréc 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 ign tal Tung san phdm ra thj tring, Y cyt inh ao ng nto? 2 Gaye dinh eran nang o80? % aye anh enao an nangcho a? auyet anh ergo ban nang thE neo? ks nan a ry | ‘avona patnge owe mat CHUONG 7: CHINH SACH GIA N6i dung chinh Mot sé khai niém co ban @ 624. chinn séch ajch vy hd tre SP 6 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. be 7.1, M@t sé van dé co ban vé gid kinh doanh 7.1.4. Mét sé kha niém co ban 74.2. Qui trinh dinh gis co bn 7.1.3, Bibu chinh va thay dBi gia 7.2. Néi dung ciia chinh sach gia 7.2.4. Chinh sch gia cho san pdm moi 7.2.2. Chinh sch gia cho san phdm hén hop 7.2.3. Chinh sch gia phan héa k einen =a e@ 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 ttn a ag 7.1, Mét sé van dé co ban ve 8 iakinndoanh 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 btn Nt arg | 3206/30/2021 @ 7.1. Mét sé van dé co ban vé gid KD 7.1.4, M@t sé Khai nigm co ban EAChinh 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 y6u té tao ra thu nhap, lpi nhugn. ¥ La yéut6 ann huéng dén quyét dinh mua ¥ La céng ou hiru bigu dé tham nngp tj teres, ks nan an tary | 6 @ Quy trinh dinh gid Phan tich gi va chao hang cla 46i tha ya chon phwong phap dinh gid La chon mite gia cuéi cing — a =| © 742. 2ny vin cnn isconan @ + Xéc sinh myc teu ainh ots @ Nhting nhan té anh hung dén gid Quy trinh dinh gia ks — i 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 pe Naty Marg =a @ @ Céc nhan té anh hung dén dinh gid Cac nhan 16) ‘Cac nhan 16 bbén trong, ban ngoat + Ce myctieu i Ban chit eda th marketing Mi rong vannu chu + chiénluge + Sy canh tran rmareoung-mix] | olansea| f° Yeoh Teche ml rung Khe inh oid (dat php.) ks ttn a ag 6 ‘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 arg | 3306/30/2021 e@ ‘#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 oun a tg | %*Lya chon phwong php dinh gia ‘Dy tén chi ph chon 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 i te xl & Cac nhan té san pham ‘Bae dim mi trugng, 3706/30/2021 e@ 4 Khai nigm kénh phan phéi 6 sChire nang cia kénh phan phét La mot tap hop ede 1 chireied 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 Khai nigm chinh sdch phan es ae sey — ree 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 orn Nyon bs edn ont) ast 8.1.2. Cac dong van dgng 6 @ Vai trd ctia kénh phan phéi ee trong kénh Dhaene 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 | ee 8.1.3. Chife ning va vai rd cla kénh ; e@ phan phéi 6 @ 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 nguoi 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 tn a ag ‘i owing zal 3806/30/2021 @- Kénh phan phéi hang tiéu ding 6 © 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, Crema cwesin) kt 2 shy chi phe ton itd Tepda) Rom muciton k mtn Norn Mang al is btn Nan org =] e@ © Kénh tryc tiép 6 © Kénh dai mire kénh (cp) 3 Chi c6 ngubi san audt 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 ts So ttn ts al ts ett aa = @ © Kénh tryc tuyén on 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 ttn a 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 tude ‘© Loi nhudn, thi phn va doanh s6 trin cdc doan th tweng. ‘© Mic 45 kiém sodt thi trong va chat Iugng hoat dong marketing. ‘© Tiét kim chi phi phan phéi, dc bigt a van chuyén ks ota gt aa 6 w& Chinh séch trung gian ‘Dé cap 161 s6 lurong cdc trung gian tham gia yao méi cdp/khau trong kénh eis Crd 8.2.2. Mot 86 chinh sach phan phéi chi e yeu a Chinh sch kénh phan phéi a Chinh sch trung gian a Chinh sach lin két bees | ae 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: Béi 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). # Yeu edu: San phdm tign loi dy tr, bao quan, trung bay va chao hang rong ra. 4 Han ché: do cac nhan té chi phi, cdc yéu cau cia 8 toan va Ging xir mua hang eva khach hang. ts btn Ny 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 ttn a ag 6 + Phan phéi dai ly dc quyén % Khai nigm: Chinn hop dai ly de quyén bao ham mot hep dng hop phép xde dinh gira chi cquyén va dai ly dae quyén chi ré nghia vu va dc uyén méi bn, 4 Myc dich: Han ché chit 56 lweng dai IV dc quyén kinh doanh hang hodldich vu cia nha chi 4uyfn, trong pham vi lant thé khu vee xée inh, 4 Ap dung: Khi nna chi quyén muén duy tr quyén kiém soat chat ché déi vei mc 46 dim bdo chat ltrong san pham va dich vy. L btn Nt arg | 4006/30/2021 @" Phan phéi dai ly dac quyén (tiép) # Dac diém: © Cac 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 a thi rudng. 4 Yeu cau trong ky két hop déng dc quyén: Ten, 86 lvgng, don ai pha guy din 1 ring 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, 6 rang 6 + Phan phéi chon loc + Bic did ‘Sir dung mét s6 trung gian ‘0 Han ché dia diém tiéu thy trong méi khu vue Kha ning 4p dung: Khi 86 nha trung gian it hom s6 nguos 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 tb btn Ngan org =n] e@ # Uu diém, nhuge diém voi dai ly 6 & Chinh sch lian két = Loai bd tring lap d8 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 be °F Hé théng kénh ign két doc/ngang °F Hé théng don kénh/da kénh k ett aa = Wu diém, nhuge diém d6i voi @ nha san xuat “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 ttn a ag 6 Mét sé van dé can lu y + 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 arg | 4106/30/2021 vows BRE THUONG RL 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 Rew 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 tb btn Ngan org =] 6 9.1. Mét sé vn 48 co ban vé xic tién er hinh téng quat qué trinh xc tién 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. be [Naw] | ps oe Sut TPL | ons uen @ ‘F Khai nigm chinh séch xac 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 tn a aig o M@ hinh téng quit qua trinh xic tign (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 btn Nt arg | 4206/30/2021 e@ ‘® M6 hinh tng quét qua trinh xac 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 | @ + Cac muc tiéu co ban * Théng tin + Tac déng dén nhan thirc + Diéu chinh doanh sé + Gidi quyét bién dong £ 7 mtn nn 32. Noi dung co ban cua e@ chinh sach xuc tién 6 9.2.3. Xac dinh ngan sach xtc tién 9.2.1. Xéc dinh 46i trong nhan tin ini? (& khach hang titm nding (© Khich hag hién ta ts snot ee © Myc tigu va nhiém vu © Tay theo kha nang © Ty Ié phan tram tang doanh sé ban ~ Cn bang canh tranh Ngan séch 6 dinh ois ks sss =a Xae dinh myc tieu cua xuc tién an cir 48 xéc dinh myc tiéu Glenhin ts erungon PL marteveg Cheohin én trone Myetiea ‘Me eu k od =| @r La chon théng digp xtc tién © N@i dung théng diép © CAu tric théng diép © Hinh thie théng diép © Nguan phat théng diép % Dat duoc Su chi y, git duoc Sy yéu thich, khudy déng Ham muén, thu dugc Hanh déng (M6 hinh AIDA). ki sonda nan al 43