Phi xAY DUNG CAC CHUONG TRINH MARKETING Chuong 17 QuAN LY CHUNG LOAI sAN PHAM, NHAN HIEU, VA BAO GOI Trong nha méy ta sin xudt my phém, trong etm hang te bén njém hy vong Charles Revson M6t ké kha dai dang ché tréch déu c6 thé fam viée, nhung dé sing tao mat nhén higu clin phal ¢6 tai nang, dc séng tao va tong kién tri. David Ogilvy Bay gid ching ta da sin sing dé khio sat chi tigt timg yéu té cia marketing mix. Ta sé bit dau tit sin phéim, yéu t6 quan trong nhat trong maketing mix. Trong chung nay ching ta sé tip urung vio nhung vin dt saw + San phim la gi? + Lim thé nao mét cons ty o thé x4y dung va quin ly danh mye sin phim vA ching Joai sin pham ctia minh? + Lam thé nao cong ty e6 thé xa duge quyét djnb t6t hon vé nhan hitu? + Lam thé 6 thé si dung bao bi va nhan higu nh mgt cong cy maketing? + SAN PHAM LA Gi? ‘Ta dink nghia sin phdm nha sau: + Sain phd Ta moi tu? c6 thé chao ban tren tht trong dé chit 3, mua, st? dung hay Héu diing, ¢6 thé théa man dicde mpt mong mubin hay niu ctu, Nhung sin phém duge mua bin tren thj ervbng bao gm hing hoa vat chat (vi du: 06, sich), dich va (vi dy, hot t6e, budi hda nhgc), dja diém (vi dy: Hawaii, Venice), t6 chute (vi dy: Hitp Hai ‘Tim My, Nit Hudng Dao), va ¥ tuéng (vi du: ke hoach héa gia dink, Iii xe an toAn) NAM MUc BO CUA SAN PHAM Khi lap ké hoach chao hang hay sin phém cia minh nha kinh doanb cin suy nghi day di ve nam mie 4} cua san phim (xem H.17.1)!. Mie co bin nbat la ich gi eét Idi, ehinh 1a dich vy hay ich Igi oa bin ma khiich hang thye sy mua. Trong traing hyp khich san, ngiti khéch nghi dem mua “sy nghi ngoi va gide ng”. Trong trugmg hop cai khoan, khéch hang mua “nhing esi 485‘San phim tit Ba HAT. Nan mite dp cide sin phim 16", Ngwoi kinh doanh phii xem minh l& ngyii cung ung ich Idi Newai kinh doanh phai bién ich Igi cSt 16i thinh sin phim chung, chinh JA dang ed bin cia sin phim dé. Vi thé mOt khitch san phi IA mot toa mba c6 cae phdng dé cho thud. Tuung t¢ nhu vay ta cé thé nhain ra nhdng sin phim chung khéc, nhu ld nuéng bénh, mot tim thép, budi hoa nhac, mét lan kham bénh, G mite do thif ba, ngwdi kinh doanh chudn bj mot sin pham mong doi,tute la tap hop nhung thude tinh va ditu kién ma ngudi mua thusng mong dgi va chap thuan khi ho mua sin phém 46, Vi du, khich dén khsich san mong doi mOt cai giving sgch sé, xi bong va khan tam, dé dac, dén thoai, ti dé quan do va mot mic dd yén tinh tuong déi. Vi haa hét eac khéch san déu o6 thé dap \ing duge mong mun tdi thiéu nay, nén kh4ch du lich thueng khong c6 thién vj ddi vdi khsch san nac ma sé vao bat k} khach san nao thudn tién mhat. Gi mute 46 thet tu, nguéi kinh doanh chudn bj mét sin phéam hon thién thém, tic la mét san pham bao gdm nhitng dich vu va ich igi phy tham lam cho sin phim cia cong ty khée vdi sin pham cin cc déi thi canh tranh. Vi dy, khéch san c6 thé hodn thign thém sin phim cia minh bang céch trang bj may thu hink, bé sung dau goi daw, hoa tuai, dang kof khdch nhanh chong, thanh toin ti khich san nhanh chéng, bit an ngon va dich vu don phong tét, vv. Ba od [in Elmer Wheeler nhan xét, “ Ding od bin thit mA phai bin mii thom cia 6” Cuge canh tranh ngay nay chi yéu dién ra é mie do hoan thign sin phém. (G nhing nude kém phat trién cuge canh tranh dién ra bau nhu 6 mic 46 san phdm mong doi.) Viéc hoan thién ain phim d0i héi ngvoi kin donnh phai xem xét toin bp hé théng titu thu:"Céch thie ngvéi mua sin phdm thyc hién toan bd nhi¢m vy bat ky nao ma ho dang of ging hoan tat khi sd dang sin phim d6.’ “Bang ech nhu vay ngwai kinh doanh sé ahdn ra nhiéu cd hOi hoin thién sin phim cea minh dé canh tranh od tu qua. Theo Levitt: Cude canh trank mai khong phai la gia nhitng gi cée cong ty sin xuéit rad tai nha my ciia minh, mata giita nhitng thit mi ho b6 sung cho sén phim ciia nha may dedi hink tute bao bi,dich vu.quang céo,tu vin cho khéch hang,tai ind. théa thug giao himg, hha kho ua nhitng thi? khée mix moi nguai coi trong.” 486‘Toy nhién cin phai Mu ¥ mot 36 diém ve chin luge hoan thign sin phim. Thu nhét la méi 4igm hon thign déu lieu tn tien cba cong ty, Ngwai kinh doanh phi dgt van dé ligu khéch hanh cé tra di tien A trang trai chi phi phy thém. Thi hai lA nhdng ich Igi hoan thién thém, sé nhanh chong tro thanh ich Igi mong agi, Vi vay gid day kkhich nghi tat kbaich san déu mong adi co may thu hinh, dau goi dau vi nhang tien nghi khéc trong phong minh. Diéu dé 06 nghfa 1A cic déi thi canh tranb sé phai tim kiém thém nh@ng tinh chat va ich igi mdi khdc dé bd sung cho san phim cia minh. Thi ba la trong khi céo cng ty néng gid sin phim da hoan thién cia minh,thi mot s6 déi thi camh tranh 6 thé quay trd Ini bin sin phim "th6" véi gid thép han nhieu. Vi vay ma song song v¢i sy phat trién nhdng khdch san sang trong nhu Four Seasons, Westin va Hyatt, ta con thay xudt hién nb@ng khdch san ré tién va mhitng motel phyo vy nhing khiich hang chi mudin ¢ sim phim og bin. G muc a6 thy nim la sin phim tiem An, te IA mhitng sy hodn thign va bién déi mA sin phim d6 cuoi cing c6 thé nhan duige trong tucng lai. Trong khi sin phim hoan thign thé hign nhung gt @a dutge dita vho sin phim nghy hom nay.thi sin phéin tlém in lai chi néu ra hudng phat trién kha di cua né. Day chinh ka noi cfc cong ty tim kiém tich cue nhing cdch thitc mdi dé théa man khdch hang va tao sy khée bigt cho sin phéim cin nunh. Sy xudt hien gan day caa mot sf khéch san thugng hang ma 6 45 khich ob thé & nhieu phdag la mot ay Adi mei sin phéim khach sgn truyén thong. Mét 36 cong ty thank dat nbét da bé sung cho sin phém cia minh nhang ich Igi khong nhong chi théa man khéich hang mA con lam vui long ho nda. Cach lam vui long IA tao thém cho san phim nhang dita ngac nhién bat ug’. Nhu d khdch san khdch tim thay mot hop keo dé trén goi hay dia trai cay, hay dau may video véi bang hay, HE THONG THU BAC CUA SAN PHAM ‘MAi sin phim déu cé mot quan hé nhat dink vei cde sin pham khde. Cac he thong thit bic san pham trai ra td nhdng nhu cau co ban dén nhitng mat hang cy thé thés man nhgng nhu ciu dé. Ta e6 thé xée dinh biy bie cdo he thong thit bic sin phim. G day cdc bac dé duge dink nghia va minh hoa cho triting hgp béo hiém nhén tho: 1. Ho nhu clu: Nbu chu edt 16i IA nén tang eda ho sin phém. Vi du: an tobn. 2. Ho aan pham; Tat c& cde ldp sin phim c6 thé théa man mot nhu cau cbt vita phi. Vi dy: tien tit kigm va thu mhdp i vdi higu qua 3. Lép san pham: Mot nhém sin phém trong mét ho san phim dyge tha whan la od mot quan hg gin bo mbét djnh vé mat chic nang. Vi dy: efe phuong tién tAi chinh. 4, Loni sin phdm; Mot nhém sin phém trong cing mot lép 6 quan he chat ché vdi nhau vi chting hoat ding gidng nhau hay duge ban cho cing mét nhém khach hang, hoac dugc ban tai cing mét kiéu thi trudng, hay roi vao cing mét thang gid. Vi dy: bao hiém nhan. tho. 5. Kiéu sen phém: nbiing mat hang trong mt logi san phim cé mot trong sé ahing dang 66 thé 6 ciia sin phim. Vi dy: tuoi tho 6. Nhan higu: Ten gin lien véi mot hay nhibu mat hang trong loai sin phim a6, duge it dung d@ nhan bist nguion goe hay tinh chat oda mat hing. Vi dy: Prudential 7. Mat hang: Mot dan vi rieng bit trong mot nhén hay loai sin phfim eS he phan bigt durge theo kich thudc, gid ca, vé ngoai bay thude tinh ndo dé. Mat hang duge goi lA mét don vj tu kho, hay mt phuong dn sin phém. Vi dy: bao hiém nhén tho c6 thé gia han dude ciia Prudential Mot vi du khde: nhu cau “hy vong” lnm xudt hign mot ho sin phim goi la trang diém we 487mot Idp sin pham trong ho sin pham dé goi la my phém. Trong my phim cf mot loai sin phim la sip méi véi nhféu dang khée nhau, nh Ong s4p moi duge chao bin duéi nhan higu Revion theo mot kiéu cu thé, nhw “ed anh nha” Con hai thuat ngd nua cting hay gkp. Hé sin phém la m6t nhém cae mat hang khdc nhau, nhung e6 lin quan vai nhau, duige si dyng gép vdi nhau. Vi dy, Nikon Company bin may Anh 35 mm cd kem theo mot ng kinh manh hon, kinh lc mau vA mots phy tng tiy chon khée, tg0 thanh mot he sin phdm. Dank muc sin phdm 1A mot tap hap tit c& nhimng sin phim va mgt hang mi mot nguai ban hing cy thé chdo ban ngudi mua PHAN LOAI SAN PHAM Cae wha Usp thi c6 nhung cich phan logi sin phém theo truyén théng dua trén cy 96 nhing diac tinh khéic nhau cia sin phim. Thiét nghi lA méi kiéu sin phdm cé mét chién lige marketing mix thich hgp. Khai niém va cong cu marketing 17-1 trinh bay nh@ng edch phan loai chi yéu cia hang tiéu dang va vat tu cling nhitng ham y¥ vé chién luge marketing cla ching. Véi nhing théng tin co han niy ta dé sin sing dé xem xét nhing quyét dink cia cong ty vé danh myc sin pha, ching logi sin phéim va ting sin phim. + NHUNG QUYET DINH VE DANH MUC SAN PHAM ‘Trude tién ching ta hay xem xét nb@ng quyét djah ve danh myc sin phim. + Mot danh mue sein phiéim 1a mbt thp hop tat cd mhing toni san phim va met hang, mia mot ngueai ban ey the dua ra dé b6n cho nhiing nguai mua. Vi dy, danh mue sin phim cia Kodak bao gom hai loai chinh: cfc sin phim thong tin va hinh anh. Danh mac san phim co ban eda NEC (Nhat) bao g6m nhing san phdm thong tin lien lac va may tinh. Michelin 6 ba loai sin pha: vé xe, bin dd va dich va xép loni nha hang. Danh myc sin phim ota mét ebng ty sé 06 chiéu ring, chitu dai, chigu shu va mat do nhat dink. Nhng khai nigm nay duge minh hoa trong Bang 17-1 déi voi nhang san phém tidu ding due chen loc cia Procter & Gamble. Chiu rong danh muc sin phéim ota P&G thé bign cong ty 6 bao nhidu logi sin phim khde nhau, Trong bang 17-1 dank myc sim ph4m c6 chidu rong 1A nim Jogi sin phém. (Trén thyc té P&G sin xudt rit nhieu nhitng logi sin phim phy, nh cde sin phim chim séc téc, sin phim chim séc sfc khoe,sin phiim vé sinh cd nhAn, 46 udng, thyc phéim, vv...) Chieu dat danh muc sin phim cia P&G la téng a mat hing trong dank muc san phéim trong bing 17-1 la 26. Ta cing 6 thé noi chigu dai trung binh ctia logi sin phim cin P&G. Chidu dai nay duge xée dinh bling cach chin téng chiéu dai (¢ day 1A 26) cho ad loai (@ day la 5), hay chiéu dai trung biah eda loai sin pham 1a 5,17 Chiu séu danh myc sin phim cia P&G thé hign ed bao nhiév phuong an céa méi sin phim trong loai. Ching han nhy néu Crest c6 ba kich od va hai cng thie (thong thudng va o6 bac ha), thi chiéu sau eita Crest 1A edu. Chidu stu trung binh cia danh myc danh sin pham céa P&G o6 thé tinh duge bing cach dém sé phuong dn trong méi nhan hitu Mét dé cia danh mye sfin phim thé hién méi quan hé mat thiét d&n mue dé nao gida cic loai sin phim khéc nhau xét theo céch sit dung cud cing, thiét bi sin xuét, kenh phan phéi hay mbt phuong dign nao khéc. Cac loai sin phim cita P&G c6 mat dé cao dén muic do 1a chting déw la hang tiéu ding va cing di qua nhung kénh phan phdi nhu nhau, Nhitng ogi sin phim od mat 9 thép thi ching co mhung cong dung khée nhau d6i voi ngudi mua 488Bang 17-1. Chiu rong ciia danh myc win phim va chiéu dai cia logi sn phn 61 véi eae sin phim cia Procter & Gamble (Cé ghi thal gian tung sin phéim ra) Chieu r6ng danh myc san phim Chat téy ria—_Kem dann rang Xa Dong cue Ta gidy khan gidy Chiu dBi log Wvory Snow 1830 Gleem 1952 Ivory 1879 Pampers 1961 Charmin 1928 san phim ett 1999 Crest 1955 Kitk’s 1885 Luvs 1976 White Gloud 1958 Tide 1946 Denquel 1980 Lava 1893 Putts 1960 Cheer Camay 1926 Ganner +982 Oxydol 1952 Zest 1952 Dash 1954 Sateguard 1963 Bold 1965 Coast 1974 Gain 1966, eta 1972 Solo 1979 Bén chiéu nay eda danh myc sin phéim tao nén nhing can et dé xde dinh chién hide san pham ciia cong ty. Cong ty cé thé khudch trugng doanh nghigp cia minh theo bén cich. Cong ty c6 thé bé xung nhing ching oai sin phim mdi va nbu vay sé md rong danh myc sin ph&m cia minh, Cong ty ¢6 thé kéo dai timg logi sin phim. Céng ty o6 thé bé sung thém cae phucng in san phém cho ting sin phim va tang chi@u sau cia danh myc san phim. Cudi cing, cong ty co thé tip tuc tng hay gidim m6t ap cia loai sin phim tay theo ¥ 43 cia cong ty mudn c6 uy tin ving chic trong linh vo hay thant gia vao nhieu link vyc. Vigo lgp ké hoach dank mye sin phim chi yéu tay thude vao tréch nhigm cia nbang ngusi hoach dink chitin luge cia cng ty cin ci vao nhiing thong tin do ning nguti Jam cong tic tiép thi cia cong ty cung cap. Ho phai danh gis whang loai sin phdm nao cin phat trién, cin duy tr), in thu hoaeh, va cin Jogi ba NHUNG KHAI NIEM VA CONG CU MARKETING 17-1 CAG CACHE PHAN LOgt JAM VA NIKEING HAM Y CHIEN LUKSC MARKETING Hang lau ben, hang khong lau ben va ajeh vo San phdm co thé dugc phan loai thinh ba nhém cAin cif theo do ben hay tinh hdu han cia ching: . + Hang khong lau bén: Hang Khéng lau ben JA nhitng hang hoa bdu hinh thudng bj tiéu hao sau mot Fin hay vai lan sit dyng. Vi dy, bia, xi bong va mudi, Do ahdng tht hang nay bj tidy hao nhanh vA phii mua sim thudng xuyén, nén chign luge thich hgp la phai dim bao cé thé kiém duge chung 6 nhitu noi, tinh phy gid nhd, quing cao manh dé khach hang ding thit Yao tao si thich. + Hang itu ben: Hang lau ben ld nhang thi hang hiu hinh thong duge ett dyng nhieu lin. Vi dy, ta look, may dng cy va quiin do, San phém lau ban thuting doi hdi bin hing trye tiép va dich vy nhigu hon, dat lai cao hon va doi hi nguéi ban phai bio dam nhiéu han, aag+ Dich vy: Dich vy a nhang hoat dong, ich Igi hay sy théa man duge dua ra a8 ban. Vi du, hét t6e va sia chia, Dich vy fa v6 hinh, khong thé tach riéng due, dé thay déi va 46 hut hing. Vi thé ma ching doi héi phai kidm tra chat Iudng nbitu hon, ngudi cung ung phai cé tin ahitm ono hon va e6 kha ning thich dng cao hon. Phan logi hang titu ding Nguoi tiéu ding mua sim rit niu thd hang héa khée nhou, Nhing hang héa nay c6 thé phan logi can cf theo théi quen mua hang cia nguai tigu ding. Ta cé thé phan ra thanh hing ding ngay, hang mus od din do, hing dic higu va hang khong thiét yeu + Heng dig ngay; Nhitng thé hang ma ngwai ta thuing mua sim thugng xuyén, ngay 1p tuc va mat rit it eOng site khi mua, Vi dy, thude 4, xa bong va bio chi Hang dung ngay con 6 thé phan tip thank hang nhu yéu, hang mua ngdu bing va hing whin cap. Hang nhu yéu lA nhang thé hang mA ngvdi tigu ding mua thugng xuyén. Vi dy, mot nguai mua ¢6 thé mua déu dan tuong cd chua Heinz, kem dnb ring Crest va binh quy gion Ritz Hang mua ngfu hung la nhdng thi hang mua khong be dy kién trade hay mat cong tim kiém. Nhing thd hing nay thudng duge trung bay khip ndi. Vi dy keo thanh va tgp chi thutmg dude bay ¢ canh quay th tién, bai vi nhang nutri mua sm od thé khOng nghi dén chuygn mua ching trude khi bit gap ching. Hang khin cp IA nhang thd hing dude mua khi cé nhu cou effp bach, nhu 6 di trong min mwa, ding va xéng bhi od tr§n mya tuyét dau dong. Cée nha sin xuat hing hin cap phii trung bay ching 6 nhieu eta hang ban 1é dé tranh thi co h6i bén hang khi nguti tieu dang cin déy nbwng thit hang 46 + Hing mua cb din do: Nhwng thit hang ma trong qué trinh Iya chon va mua abn) gual tidu dimp thing so sinh mite 46 thich hgp, chit Iugng, gid od, va kidu ding. Vi dy, dé 65, quiin so, xe dA qua si dung va ohang thidt bi gia dyng quan trong. Hang mua cé dim do c6 thé phin thanh dong déu va khong dong dau. Nguoi mua xem hing, hang déng déu, mus 06 din do la nhing thit hang cd chat lugng tuong tunhung gid cd chénh lech kha uhiéu dé phai so sinh cin nhdc, Ngudi bin phai thuyét minh v& gid cA véi ngudi mua.Nhung khi im quiin ao, db age vA nbitng tht hang khong déng deu, mua 6 din do khAc, thi tinh chit ctin sin phiim thudng I quan trong hon so véi gid c& 40i vi mudi mua. Vi vay ngubi Din nhang thu hang khong déng déu, mua o6 din do phai ¢6 rt nhieu ching logi khac nhan 6& dap ung nhang thi hiéu cd mhAn va can cé nhuing nhan vién bin hing duge hudn luyén tet dé ‘ung cip thong tin va cé ¥ kien ty van cho khich hing: + Hang dec: higu: Nhung tht hang c6 nhdag de diém doe dio va / hay nhiin higu dac bist ma cé mot nhém dong dio ngusi mua thudng 66 thoi quen bd Ta whieu cing site dé tim mua, Vi du, nhifug nhan higu dac biét va cae kidw hang trang tri, Ot6, thiét bi am thanh néi, thiét bi chup anh va trang phue nam. Vi dy: Mercedes 1A mgt thu hang dic higu, bai vi ngwoi mua sin sing mt cong di xa dé mun nd, Hang dac hidu khong lam cho ngvdi mua phai so sésh va ngudti nin chi phai bd thai ginn dé sim dén nhwng ngveé kinh doanh thi Rang ma minh mong muén, Newii kinh doanh khOng cin phi c6 mhing dia didm thufn tign, tuy nhién ho phii lam thé nao dé che nhung ngudi mua tueng lai biét duge dia diém cia minh + Hang khang rhitt yeu: Nhtog thi hing ma ngudi tidu ding khong biét dén hay co bist én, nhung thudng khong nghi dén chuyén mua ching. Nhiag sin pham méi nb my phat hiém khdi vit may ché bign thyc phdm I nhdng thi hang khong thiét yéu cho ay kbi ngudi tieu ding duge biét dn né qua quing cdo. Nhang vi dy kinh dign ve hang da biét, nhimg khong thiét yéu la hang bio him nhan tho, dit mai ting, m9 chi va tir aién Wwich khoa toin thy. 490Hang khong thiét yéu doi hoi phai mat nhiéu cong site marketing dudi hinh thie quing edo va bain hing tryc tip. Hign da cé mot s6 phuong phip han hang truc tip réit hofin hao duge xay dung tte thach thie bin hang khong thiét yeu Phan loi hang val ur Cie 16 chite mun eat nhieu ching logi hang va dich vu kde nhau. Viée phan loai hang vat tu theo cong dung s¢ dua ra nhing chin hee marketing thich hgp trén thi truding vat tu cong nghigp. Hang vat tu cong nghiép ¢5 thé phan ioai theo sy tham gia cia chiing vao qué trink sin xuat va gid tri tugng doi cia ching. Ta cé thé phin ra thinh ba mbm: vat ligu xAy dmg va phy tang, nhung hang mue ce baa, vat tu phu ea dich vy + Vét ligu va phy timg: Nhung th big tham gia ton bp vao sim phém cia nha sin xuit, lip: nguyén ligu vA ve ligu vai phy tong, Nguyen ligu c6 hai tép chind: néng sin (vi dy, kia mi, bong vai, gia sicytréi cay vA rau c6) va sin phim ty nhién tvi du, ca, g8, dau tho quing sit). Mdi thy duge mua ban mot eich khiie nhau, Nong sin do rat nhieu nguoi cung ung. Ho ban ching cho tung gian marketing, nhing nguéi nay dim bao dich vy thu gom, phén lagi, bao quan, vin chuyéu va bén ra, Néng sin la mat thi c6 thé sinh sdi sau mot thi gian dai, chy khéng phai trong mot thai gian ngin. Tinh chat dé hu héng vi thoi vu cia nong san lm ndy sinh nhung thong I marketing dic bigt. ‘Tinh chat hang héa cia ching din dén nhtng hoat dong quin cio va khuyén mai tuong déi it, tr mot sé ngoai lé. Think thong cic nhém kink doanh hang héa sé tung ra chién djch kich thich tiéu chu sin phfim cia minh, tkhoai tay, man, ngo, sa), Mot sO nha san suit co gin nhdn higu cho sin phim cia minh, nhw cam Sunkist, chuéi Chiquita, Son phdm i nhien cS ngudn cung ding rat han ch®, Ching thugng cé khéi lugng lén, don gid thi'p, va doi hoi phiit vin chuyén to ngwOl sin xudt dén nguiii sit dung RAt it ngudi sin xudt lon thudng xuyén ban sin phim tryc tiép cia minh cho nhing ngvoi st dung trong cong nghiép. Vi nhung nevi sit dung cc thi vat ligu mhy phy thude nhiéu vio ching, nén thudng ky két hyp dong dai han. Tinh déng aha uty nhién khong doi hoi phai cé nhieu hoat dong, tao nhu clu, Gid cd va mue 49 tin cay vio vite giao hing 1A whing yéu td chi yéu anh huéng dén vie lua chon ngdon cung ting. cua cic vit Nhang wi di ve vat fiéu ve phu ting i nhiug vat ligu thanb phin (vi dy, sit, soi. xi many day dint va ph tang (vi dy, dong co mhd, vd xe, vat dic). Cac vat gu thank phn thutng duge gia cong tip. ching han whit gang théi duge luyén thanh thép, sgi duge det thanh vai, Do cic thinh phin vat Kou nay da duge tieu chuiin hoa, nén théng thuting gid ca va mile dQ tin e&y vAo ngudi cung itn 1A nhitng yéu t6 quan trong nbAt déi voi vige mua hang. Cée phy timg tham gia ton b6 vio ce think phéim va khong thay déi hinh dang, nut cic dong cd dién nhé duge lip vao méy hut bui chan khong, v6 xe IKp vio cae xe 016. Hau hat cic vat ligu va phu ting duge ban tye tip cho ngudi sit dung trong cong nghiép, theo cdc dan dat hang thing duge dua trude mot nam hay sdm hon. Gid ci va dich vu Ia nhing vin d marketing quan trong, con mban hig va quing cdo o6 xu huong trd nén it quan trong hon. + Hang muc eo han: Nhang thi hang cé tuéi tho dai tao thuan Ii cho viée phat trién va hay quin ly thinh phim. Ching e6 hai nhom: cdng trink va thiét bj. Vong twink bao gdm phiin xdy dung (vi du, nba xuGng va van phong) va trang bj (vi dy, may phat dién, may dap 15, may tinh, thang may). Cong trinh J phitn mua sim chi yes. Chung thutmg, dude mun true tiép ti nguai sn xudt sau mot thai gian thuong luong dai, Nhdng ngvi sin xuat ai dung lye Iwgng bin hang gidi, thuimg boo gom nhing ky st ban hing. Nguoi sin xust pha lun sin sing thiét ké theo yéu cau ky thuat vi dim bio nhung dich vy hau mai. Vigo quing céo 6 duge sf dyng, nhung it quan trang hon nhieu so voi vibe ban hang trye tig 4gtThiét bj bao gom nhing thiét bj Iva dong cia xudng may va cong cu (vi dy, may dénh chet, ban lam vige). Nhung kidu trang thiét bj nay khong td think mOt bd phan ctia thinh phim. Chung chi hé tr cho qua trinh san xust. Chiing 06 tudi tho ngén hon cdc edng trinh, nhumg dai hon 30 véi tudi the cla vat tu pho. Tuy co mot ad nha sin xuat thiét bj bin tryc tiép, nhing thong thutmg thi ho sit dung hung ngudi trung gian, béi vi thi truang phn tan ve mat dja y, ngudi mua rit ding va don dat hang whd. Chat Iwang, tinh nang, gid cd, va dich vu la hing vin dé quan trong trong cing viée Iya chon agi bin. Luc higng ban hing cé xu hugng quan trong hon quing cdo, mac di quing cio 6 thé sit dung mot céch cd higu qua. + Vit tr phy ud dick vu: Nhing thi hang c6 tudi the ngin, tao thudn Iyi tho vite phat trién va hay? quan ly thanh phém n6i chung. Vat tu phy cé hai loai: Vat ty phyc ve sin xust (vi du, eae chit boi tron, than, gidy dinh may, bit chi) va vat tu bio tri va sila chia (son, dinh, chéi). Vat tu phy tuong dudng nhut hing ding ngay trong céng nghigp, va ching thudng duge mua sim mot c&ch dé dang bing phuong thie tsi dat hig. Ching thutng dude bin qua trung glan, béi vi khich hang nit dong va phan tin ve mat dia ly, gid tri dom vi cia nhving thy hang nay thép. Gid cA va dich ve LA nhtng vin de quan trong vi cie mat hang duge tu chun héa ho’n toin va it co sy va thich aban hidu. Djch vu kinh doanh bao gém dich vy bao tri vA sida chia (vi dy, lau chai céa sé, sta chia may dinh cha) va djch vu tw van (vi du, ty van vé phap lut quan ly, quam cao). Dich vy bao tri va ain chita thwing dugc thyc hign theo hgp dong. Dich vy bio tri thugng do mang nguai sin xudt, uhing thiét bj doc déo dim nhigm. Dich vu tu van thuang chn dén trong trudng hgp mua sim phye vu nhiént vy mdi vA nguéi moa wat ti Iya chen nguiti cung ep trén oo sd uy tin vi con ngudi cin ho Nhu vay th ta di thay ring die diém cia sin phim sé cd anh quan trong dén chién lege marketing, Bong thi chitin lige marketing cing con phy thudc vio nhttng yéu t6 khie nia, nhut gini doan trong chu ky sOng ea sin phéim, chién luge cia cic A6i thé cqnh tranh vA dieu kiga kinh te QUYET DINH VE LOAI SAN PHAM Mot danh muc san phém bac gom nhiéu sin phdm khic nhau + Loti sin phim la mot nkém dn phim c6 quan hé chot ché udi nhau,bdi vi chung thie hidn mot chic nang teang ty, dirge ban cho cling mot nhém ngwei tidu ding, qua cing anh nhuc mhaw hay tao nén mor khung gid cu the: Méi iogi sin phdm thudng do mét dy vien digu hanh quan ly. G Electric's Consumer Appliance Division c6 nhing nguai quin ly loai sin phéim chuyén vé ti lanh, 10 sudi, may gigt vA calc thiét bj kbac. Tai Dai Hoc Northwestern cd nhung higu trudng ring cia cic trugng y hoc, lust hoc, ‘quan tri kinh doanh, ky thudt, am nhac, hing bién, bio chi va nghe theit ty do. PHAN TiCH LoAl SAN PHAM Nhing ngwdi quin ly loai sin phim cin biét doanh sé bin va Igi nhudn eda timg mét trong loai sin phim ma minh phy trich va tinh trang cia logi sin phim 46 s0 véi ede Jogi san pham eda cée déi thi canh tranh. Doayh si bin va lol nbugn cla mit loa sén phn Noudi quin ly loai sin phim can phai biét +} 1@ phan tram cia ting mat bang trong téng doanh sé bin va Igi nbudn thu duge. H.17.2 la vi du ¥é mot loai sin phém of nam mat hang. 492Phan 90 TA Logi nhuan Be olZ a sents 90 wa — “in ] . ° Y Ys ZY Yi | PA_\ ' 2 3 ‘ 5 Mat hing H.17.2, Phitn dng xop cia tins mit hang va ting dounh sé va lai niu eita lout sin phiim Mat hang thé nhat chigm 50% téng doanh #8 bin va 30% ting Igi mhudn, Hai mat hang diu chigm 80% tong doanh so hain va 60% téng Igi nhudn, Néu hai mgt hing nay dpe nhién bj doi thd canh tranh gay thigt hai thi doanh sé bain va kha nang sith Igi cia loai sin phim sé bj suy sup. Sy tap trung exo do cdin doanh sé bin vio mot 36 it mat hing la mot difu higu ve sy sung yéu cin loai sin phiim 46, Nhdng mat Wing nity phii duge theo doi va bio ve cin than, Mat khéic, mat hing eudi cing chi chiém 5% doanh sé’ bin va Igi nhudn eda cd Joai sin phiws a6. Nevdi quin ly loai sin phiim od thé xét dén vite Joai bd mit hang bin chim ny trong loai sin phim con minh, teu khi nd e6 kha naing ting trudng manh. Dae diém thi truimy ctia loai sn pham Neudii quan ly loat sin phim eding cin phai kiém tra lai xem loai sin phiim etia minh oé vj tri nhu thé nito su véi eae toni sin pham eda ede déi thi canh tanh. Hay xét mot cong ty gidy vai mét loai sin phaim fh carton’, Hai trong 86 nhung thugc tinh quan trong via carton la trong lung va chit Iugng te mat. Trong lugng gify chao ban thudng cé cic mie chudin la 90, 120, 150 va 180 don ¥1.Chait lugng be mat cé ba mute chulin, H.17.3 thé hign vj tri ca esi mat hanig khdie nha trong logi sin phim cia cong ty X vA bén déi thi canh tranh A, B, C va D, Doi thi canh tranh A ban hai mat hing ¢6 trong Ivgng thudc hang siéu nang va chit Iugng Be mt thube hang chat eng cust ang Nhe 190) Tungbinh Nang Situ nang (120) 150) (160) Trong wong gidy H.17.2. Ban da vi tri cha mpt togi stin pha gidiy 493trung binh va thép. Déi thi canb tranh B ban bon mat hang cé trong lugng va chat Ivong be mat khde nhau. Déi thi canh tranh C ban ba mat hang vdi ung lugng cang Ién khi chat long be mat cng cao. Cudi cling, chng ty X chao ban ba mbt hing o6 trong lung va chit Ivang be mat khée nhau Vier xay dung ban db vj tri ctia cs mat hing nit 66 ich che vige heach dink chién huge marketing loai sin phim, N6 cho théy ro hang mat hang nao cia déi thd canh tranh dang eank tranh vdi nbing mat hang tia cong ty X. Vi du, mit hing gidy wong lugng chip: chil wong trung binh ctia cng ty X dang canh tranh voi gidy cla cde avi thi canh trank D va B. ThE nhung gidy trong ludng cao/chat Ivgng tung bink céa né khong co dé! Uhd canh uranh uve tiép. DS thi eUng cho thay 16 nhtng vi tri kha di ddi voi nhitng mat hang mdi.Vi du.chya c6 nha sin xudt hho chao bén gidy trong Iugng lon / chit wong thap. Néu cong ty X diimh gid cé mot nhu chu Ian chua duge dip ing vé mat hang niy va c6 thé sin xudt va dinh gid hop ly cho nd thi cong ty c6 thé xem xét viee bé sung mat hang vao loai sin phim cia minh. ‘Mot ich igi khac cia dé thi s4n phdim la nd xAe dinh cdc khuc thi tring. H17.3 thé bien nhiing kiéu giay <6 trong Mong va chit lugng duge nghnh in va chudng, ngink tring by hing tai diém bén va nganh cung ting van phong phdm va thich. D6 thj cng cho thay la cong ty X cd ¥j tri tt d6i vai vide phuc ve nhang nhu cau cia nganh in, nhung kém hon déi vei viee phye va hai nganh kia vA c6 thé can xem xét viéc lam ra nhieu kidu gidy hon dé dip ung nhuing nhu cau do. cniéu Dar ctA Logi SAN PHAM Mot vain dé dude dat ra déi voi ngudi quin Ly loai sén phiim IA chiéu dai wi wu eda loal sin phim, Mot Joai sin pham duge xem la oo chidu dai qua ngin, née nguti quan ly od thé tang loi nhuga bing cick bé sung thom cdo mat hang. Mot loai sin phém duge coi fi chieu dat qua 1én, néu ngudi quan ly o6 thé tang Idi nhuda bing cich joai bot mot sf mae hang, Vain dé chiéu dai ctia loai sin phim chiu anh hiding eda nhang muc tieu cia cong ty. Nhung cong ty dang tim kiém thi phan ldn va sw ting tring thi trydng se dia ra nhuing logi sin phdim 66 chiéu dai lén hon. Ho it quan tam hon dén truong hep ob mot ai mat hang khong dong gop duge cho Igi nhuan. Nhung cong ty dang chu. trong nhieu dén khi nang sinh Iii cao se dua ra ahdng loai sfin phim cé chiéu dat ngin hon vA chi gdm con nhing mat hing duye chon loc ky Cae loai sin phim déu cé xu hudng phat trign dai thém sau mot thoi ginn, Nang ive sin xual dic thita gay stic ép déi voi ngudi quan ly lou! sim phéim d€ phat trién them nhitng mat hang mdi, Lye Iigng bin hang va nhung ngudi phan phot cling giy sie ép dé e6 dugce mot loai sin phim day du hon dé thoa man ede khach hang cia minh, ngudi quan ty loai sin phim s& bd sung thém cdc mat hang dé tang doanh sé bain va Idi nhuan, ‘The nbwng khi bo sung them mat hang thi mét 36 chi phi sé ting len: chi phi whiée ke va ché tao, chi phi Ivw kho va van chuyén, chi phi thay di quy trinh sim xudt, chi phi xr Iy don hang, chi phi van tai va chi phi khuyéin mai mat hang méi. Cuéi cing cd mt edi gi dé st ngung sy phat trién nhanh chéng cia loai sin pham lai, Ban Sanh dao t6i cao 6 thé dinb chi moi vige vi khong di tien hay nang le sin xudt. Ngudi kiém tra co thé dat van dé ve kha namg sinh [ai iia loai sin phdm €6 va yeu cau xem xét, Két quit xem xét chic chin s® cho thdy 06 raft nhitu mat hang gay thua 18. Nhing mat hang dé sé bj loa! bé nhim tang kha nang sinh lei Qué trink phat trién bita bai oai sin phéim kéo theo vige loai bo hing loat sin phim s¢ lap di lap lai nhicu Tan Mot cong ty o6 thé tang chiéu dai ciia Joai san phim cia minh theo hai eich: kéo di leai hay bé sung loai san pham 494Quyét dink kéo dai loai sda phan Loai sin phaim cia mdi cong ty deu beo tram mot phlan nkat dinh trén tolin bp loai sin phim 6 thé cS, Vi du, nhitng chide 6té BMW nim 4 dai gis cao cba thi trugng 43. Vig kéo di loai edn pham xudt hién khi mot ong ty kéo dai loai sin pham cia minh. Cong ty e6 thé kéo dai loai san pham cia minh xudng phia dudi, lén phia trén hay vé ci hai phia Kéo dai xudng phia duct Nhiéu cong ty hic dau chiém Ith vi tri trén cing cia thi truiing roi sau dé mdi kéo dai loa san phéimt cia minh xuéng phia dudi Trong lich sir 18M a hoat déng & pris may tinh eye Kin cua thi tluding may Tn va enh viee sn sult may tinh mins cho nhung e6ng ty kh. nhu Digital Equipmen and Data Genera’ Tuy nbn qua tinh phat win cham dan ca cde thiét bi xy dlr ligu theo [6 ibn da dan 'BM Gn end tham gia san xudt may tinh mini dé cam bdo tang rudng hon nua, Sy quan tém cua IBM dan nhing May tink mini da duge kich thich théem béi quan t8m cia he ngay cang tang dén mang may tinh va he Inéng xe \y a0 Hi pran BE Diu nay 68 dua IBM dn chb mé rng them xudng phia dui trong viéc san wi cde may tinh c& Nha Cae cong ty thudng hay bé sung thém ahdng mau mi cho dia dusi thudc luai sin phim cin minh shim quang cdo nhan higu cia minh wi gid thap vao lic ban dau. Theo cich dé Séar 6 thé quing cdo cdc may di@u hoa nhiet do trong phong “hic dau wi gid 240 USD" va Genevat Motors 05 thé quang céo mot kiéu Chevrolet méi vdi gid 7.000 USD. Ning miu ma "chu cong” hay "khuyén mdi’ nay 4 duge sit dung dé Wi cudn khach hang bing gil. Khach hang sau kai nhin théy nhiing mdu ma mdi dep hon thudng mua ngay, Chién luge way edn duge sf dung mat cach thin trong, Nhan hiéu “khuyén mai "d6, tuy don sd, nhung phai hé tro hinh ank chéit lugng cia nhan. Newai bin cing can phii dy tra mdu ma va khuyén mai dé khi né duge quing cto Nguoi tigu ding khong duge cam thay 1a minh bj “danh Ia va bd rai” MOt cong ty o6 thé kéo dai xuBng phia dudi vi mot wong ahung I de sau + Cong ty bi déi Uni canh tranh tan cong 6 dau trén va quyét dink phan cong bang xam nhap dau du6i cia déi thi canh tranh. + Cong ty thay rhng su ting trudng ngay cing chim dang dién rad dau trén + Cong ty hic diu da xim nbap dau tren ma rong xudng phia dudi S tao dung hinh Aah chat lugng va cd 9 dinh + Cong ty da b6 sung mOtdan vj dau dudi dé bit mot 16 beng eda thi trugng ma néu khong, lam hy vay thi né s6 thu hit mot 44 Uhd ean tran: moi Khi kéo dai xuéng phia dudi cdng ty phai duong dau voi nhung mii vo. Mat hing mdi & dtu thap 06 thé gay ton hai cho nhing mat hang 6 dau cao. Hay xét truéng hyp sau: Genorai Electric's Medical Systems Devision l& ngudi dan dau thi rutng vé may quét Scanners CT, nhang may dé tién dung trong cac benh vin, GE thfy fang cde d6i tht can tranh Nhat da c& Ké hogch 18m cong thi tudng cla minh, GE ct don rng kidu may cla NhBt 86 nnd hoo, st dung nhieu mach dién 1a va ré tif on CAch Phong tha 18 Nhat cia GE [a tung 1a mBt Kiéu May tuoNg ty twee Kh iu May Nhat xém anap thi wang, THE nhurig mt sé gidm de diy hanh ca GE lo ngai rang Kigu may 16 18 hal che mic ban va % nhuan cao han thy duge irén nung may quét Scanners CT cng Kn ca minh, MoI ngubi quan Ij cia GE da giai d&p ni bin kon dé nh: sau:* Chang nhe ta tu am thit minn tai knOng t6t non la dé cho Nguoi Nhat srr vide C3 hay sao?” Cang od hi mat hang & dau thip od thé kich dong cée Adi thi canh tranh trit dia bhng ei 495chuyén dich vé phia dau tren Hay cae dai ly cia ede cong ty cd thé chia sin sing hoae khong 4U kha kinh doanh nhung sin phéim @ dau dudi, bdi vi ching cé kha nang sinh Gi mhé hon hay lam lu mé hinh anh cia ho. Cée dai ly oda Harley Davidson d@ khong quan tim dén nhing xe gin méy nhé ma Harley cudi cing da phai thiét ke dé canh tranh voi xe gin may cia Nhat Mot aii sai lm lén trong vige tinh todn d mot 8 céng ty My la ho khong bit duge 16 héng @ dau dudi thi trudng cia ho, General Motors da phan déi viec ché tao nhiing chiée xe nhé hon va Xerox di phin doi vige ché tao nhdng may sao chup nhé hon, Cac cong ty Nhat da phat hi¢n ra mt ctta mé quan trong vA di xdm nhép nhanh chong Kéo dai lén phia trén Nhung cong ty 6 dau dudi cia thi trong c6 thé suy tinh dén viée xam nhap diu trén cla thi trudng. Ho 06 thé bj hiip dan bdi ty Ie tang trudng cao han, tién lai eao hon hay chi Fi cs may 48 ty xéc lap minh nhu m6t ngudi sin xudt day di mot loai sim pham Quyét dinh kéo dai phia trén 06 thé chita dyng nhiGu rij ro Do khong chi [8 vi aie déi thd anh tranh 6 dau urén da co thi ving chée, ma con 1a vi ho c6 thé phan céng bing cich tién xudng phia duéi Cac khach hang twung lai cd thé khong tin ring nhing cong ty 6 dau dudi lai 6 thé sin xudt nhung sin phim chit long cao, Cudi cimg la nhting dai dién bin hang cia cong ty va nhing ngvdi phan phéi c6 thé khong di tai nang hay khong duge husin luyén ky dé phuc vy dau tren eda thi trodng Kéo dai ra cd hai phta Nhitng cong ty phuc vy phan gida cia thi trviing co thé quyé dinh kéo dai loai sin phim cia minh vé ci hai phia. Texas Instruments (TD tue dau da tong ra nhung may tinh gid trung binh chat hugng trong binh cia thi tring. Dan dan ho bo sung them nkimg may tink a dau dudi va danh duge ¢hj phan cia Bowmar, Sau a6 cong ty nay dun ra nhiing may tinh chat vgng cao va ban véi gid théip hon so vai Hewlett-Packard, mot cong ty da khéng ché daw tren cia thi truong. Viec kéo dai ra hai phia nay da Yam cho TT sdm gianh dude vi tri dan dau thi trudng trén thi truong mdy tinh cm tay. ‘Tap doan Marriott Hotel cing di thuc hign vite kéo dai loai sin phim khach san cia minh ra hai phia. Bén canh nhing khdch san hang trung binh tap doin nay 4 b6 sung them loai Marriott Marquis 48 phuc vy dau trén cia th trudng, loai Courtyard dé phuc vu diy duéi cdathi trugng va loai Fairfield Inns dé phyc vu ming thi truting tit kigm Méi loui khach san vai nhin higu néu trén nhim vio mot thi tru@ng myc tiéu khée nhau. Marriott Marquis nam thu hut va lam vui long nhung kbach hang cao cap, Marriott phuc khiich hang trimg cp, Courtyard phue vu nhan vién bin hang con Fairfield Inns thi phyc vy nhung ngudi di nghi vi nhang ngudi khde o6 it tien di du lich. (xem H.17.4) . Rai ro chi yéu cia chién luge may la mot sé khéch du lich sé chon loai ré tien hon, sau khi phat hién thay nhng khach san ré tien hon trong logt Marriott cing c6 kha nhiéu thi? ma ho mong mun, Nhung nhu vay van cn tot hon vi Marriott van git duge nhing khack hang tim thué loai ré tién hon, chi khong dé ho roi vio tay déi tha canh tranh. Quyét dink 00 sung logi sin phtim. MOt logi sin phéim cing cb thé duge kéo dai ra bling cach b6 sung them nhiing mat hang mdi trong pham vi hien tai cua logi dé. CO mot so dong lye da thuc diy vite bé sung ioai sin phém: tim kiém Igi nbuan ting thém, o ging théa man nhing dai ly A than phién vé doanh sé thiét hai do loai sin phim thiGu mot sd mat hang, ed ging sit dung nang lye dif thita, 6 ging trd thanh cong ty luon lua din dau, va of ging Ip kin whung 18 héng dé ngin ngita cde di thu canh tranh Vigc bé sung loai sin phaim bj xem 1 qua mic, néu né gay thigt hai v8 lam kehdch hang boi céng ty can phai lam thé nao dé khach hang dé phan bi@t duge tung mat bang. M6i mat hang 496chat wong Titkiem Tew chun Tet Thuong hang Rat eaa ' ; 1 Manion : : 1 Marais : 1 waceies | ca wart | ‘ oe | eng et Trung inh | 1 couryare # 4 1 ishanven! i 1 an hgh} bo be ‘thap Fairfield Inn : nach di | ‘ i Sgn | HATA. Rea det toi sin phim vé hai phia: Marriot Hotels phai o6 mot diém khée biét co thé dé dang nhdn biét. Theo dink luat Weber thi khach hang dé quen v6i sy khdc biét tuang adi hon [a sy khdc biét tuyét d6i* Ho sé phan bit duge nhéng tam van dai 2 va 3 foot va nhitng lm van dai 20 va 30 foot, nhung khong phan bidt duce nhwtng Lim vain dij 29 vA 30 foot, Cong ty phai dam bio chie chin nhung mat hang mdi cé mot diém khie bigt dé nhan thiiy Cong ty phai kim tra xem mat hing duge do xuat c6 dap tag mot nhu cau aia thi trudng khong hay Ki chi duge bé sung dé théa man met nhu cau ndi bd. (Chige 816 ndi Liéng Edel ma Ford da malt vao dé $350 tru d2 dap Ging nhu cebu n6i BO [2 AC HAP vi tri, char kndng pha! cap Ung nhdng ahu cau cla thi rusng. Ford nha thay rang, cha s6 Nau Ford se ds iy nhung chigs xe cua General Motors nhu Oldsmobile nay Suick chi khéng tién lén dung Mercury hay Lincoln cla Ford. Ong da quyét dinn igo ra mbt kidu xe bac CBu dé bs Sung vao ching foal cla nd. Chiée Edsel da duoc tao ra, nhung n6 khong dap dng durge nhu cu cia thi twin, Odi vi ed rt nib kid xe uong ty, v8 nhieu ngudi mua dang chuyén sang dung Aning chie xe nné hon Mot khi nguéi quan If lear san phim quyét diinn bd sung mét mar hang knae 68 Dan vei met aid Inhalt dirth, thi nhigm va tht KB SB duge chuyén giao cho cde k su cla céng ty, id du Kid 8 quyet Ginn, cach thiét KB mat hang d6, ch khong pha niet KE Guys inh gua SB chaO BN QUYET DINH HIEN BAL HOA SAN PHAM Negay ci khi chiéu dai cia loni sin phé'm da théa ding,thi loai san phalm dy van c6 bhé can phai duge hign dai hd. Vi du, ede may cong cu cia midt cng ty co thé 66 ding vé cia nhuing nam 1950 va bi thay thé bling abing loai sin phim cd kiéu dang mat hen eda ede di thi cant tran. Vain dé ta sé thay déi chting loai theo ting phan hay todn bo mgy lap tiie Cach thay déi ting phn cho phép.cong ty xem xét xem khiich hing va cic dai ly o6 thai 49 nhy thé nao déi véi m&u mA mdi.Vige hign dai héa timg phan sé dO that thodt vu kim cia cong ty. Digm bat loi chi yéu ciia vige higa dai héa ting phin la a ché n6 cho phép cdc déi thu canh tranh thay aude nhing thay déi dé va cong bit dau thiét ke Ini chting loai sin phim cia minh. ‘Tren nhing thj trudng sin phdm thay déi ahanh chong vigc hign dai héa san phim dién ra lian tye. Cae cdng ty déu o6 ké hoach céi tién sin phém, khuyén khich khich hang chuyén sang nhing mat hang duge dénh gid cao hon va cng duge djnb gid cao hon, Vén dé chinh la xde dink 497thii diém cai tién sin phim sao cho vite odi tién khéng qué sém ido d6 ma iam tén hai dén view tidy thy mbeng loai sin pham hién co) hay qué mudn (sau khi oie doi thi canh tranh da thict lap duge uy tin ving chée d6i ¥6i nhuing thiét bi tien én bon. QUYE&T DINH LAM NOI BAT SAN PHAM Nguoi quan ly logi sin phim thuong la chon mot hay mot vad mat hiutg trong loai sin phan ctia minh a6 lam néi bat len, Ho cé thé lam néi bat mhdng mau ma khuyn mii db din dusi dé! phuc vu cho viée “md duong" Chink vi thé ma Sears mudn thong bio vé mot kiéu may dae bier gid ro dé thu hit khach hang, Rolls Royce cang dua mot kigu xe tie kiém duwe bein vai git chi €6 178.000 USD so vdi kidu xe daw wren dude ban voi gid 310.000 USD, nham tha Aut nhang khach hang méi Cang c6 khi nguti quan ly lai lam ndi bat mat hing 6 div trén dé tao ay tin cho loi sin phim cia minh, Stetson da tign hanh Khuyén mai mt kigu nn cia sam gidi duge bain voi git 150 ma rt it ngvdi moa, nhung o6 te dung nhu mot “ky ham” hay “vung mién” dé dé cur hinh nh cia ching loai sdn phim Doi khi mot cong ty phat bign thély mOt dau cia loai sim pham wit chay, wy dAu kia thi bi tin dong. Cong ty 06 thé of ging hd trd lam ting nbu ciu vt mbing hing héa bin chim, Ane bit 1a nhang sin phim dude sn xudt ra tai mot nha may dang bi ngung hoat dong vi thigu abs cau, Honeywell 4a gap phai tink buéng nay khi cic mily tink ed rung bin khong chay bing nheng méy tinh 6 Kin cua ho. Thé nhung sy viée khéng chi don yin nhu vay Neuti ta cing 06 the lap luan rhng cong ty d6 phai diy manh hing mat hing bin chay, chit khOag ph ‘ang, chong 49 vi nbu cau yéu kém QUYET DINH THANH LOC LOA] SAN PHAM Ngvai quan ly ‘vei sin phil dink ky phair soit lal nhomg mat hang cua minh dé chan ge bot ching. Co hai trudng hyp én thank loc. ‘Thi nhat la khi loai sin phéim dé 6 mit hing da chét, nghia 1A khdng dem lai nhugn, Nagng mat hang yéu Kom 06 thé xie dinh duge thong qua vige phan tich doanh sé twin va chi phi. RCA da oft gidm TV mau x 69 xudng 44 mfa mvt mOt cong ty héa chét da cAt gidm sin phim cua minh tir 217 xudng con 94 thi cd khdi lugnie lon nhsit va dong gop nbiéu hilt vio Ii nhuan, dong thdi o6 nhibu kha mang tn ti kw did whit Nhitu céng ty da tign hanh nbing dot thanh Igo quan trong dé dat dude Isi nhudin kau dat ban Mot truting hgp clin thanh Igc sin phéim la ki cong ty thidu nang luc séin aust. Nha quitn tr] phai t4p trung vao san xudt nung mat hang dem lai nhieu !oi hin. Cae cong ty thuding rit ngiin cée loai sin phdm khi nhu ciu cing thing va kéo dai ede loai sin phim eda mini khi nha chu thip * QUYET BINH NHAN HIEU Khi hogch dinh mot chign luge marketing cho ting sin phiim. aguii bin phat dang ude vige quyét dinh nhan hia. Viéc gin nhan la mot vu dé quan trong trong chién hye san pha Mat khde, viée phat trign mot sam phim co gin niin dor hdi phiti chi phi rit nhieu cho vibe dau tw dai han,dac hiét la quing edo, khuyén chi sim xudt sin phim cho nguai khdc gin nahin, Cich lam nay da duge Loan thye hign. Ho lam ra rat nhiéu quan do, nhung khong mang tén han Dai Loan Ai va bao bi, $¢ dé dang hon cho wie nha sin xudt neu : mha sin xudt Dai ig dign tit teu dang va may tinh ca thé gidi, Mat khac, mhing nha sin xudt nay cudi cing da nbn ra rang quy@n hye nim trong tay nhing céng ty od tén mhan, NhGng cong ty od ten nhiin o6 thé thay thé cic ngudn sin xudt cla Dai 498Loan bing nhdng ngudi san xudt ré hon 6 Malaysia hay m6t noi ndo khdc. Cie céng ty Nbdt vi Dai Han da khong mac phai sai lim nay. Ho da chi tien thoai mai dé tao dung ede nhan nhwe Sony, Toyota, Goldstar va Samsung cho cae san phim cia min. Ngay cd khi cic cong ty dé khong con di svc sin xudt cde sam pham cia minh & trong nude, ten nhan dé vn git duge long trung thanh cia khéch hang NHAN HIzv LA Gi? Co 1é ky nang dac bigt nhat cia nhtng ngudi lam marketing chuyen nghiép la kha n&ng cua ho tao ra, duy tri, bide ve va khuéch truong céc nhan hiéu. Hiép Hot Marketing My di dink nghio nb sau + Nhan hig (0 ton, thudt nyt, AY hidu, bidu trong hay kidieding, hope mbt sir KOT hap whtng you 16 do nhimn xde nhin hong hoa hay dich vy eva m0! ngrrdi bein hay mét fis ngwsi ban va phan diet ching vdi nhung thu? ctia ede dot thii cank tranh. Nhy vay lA nhin higu xe nhan nguii ban hay ngvdi sin xut. Theo luat ding ky nhin higu, nEMvi lin duge dim bio die quyén si dung tén ahan 46 vinh vién. Dieu nay kivic véi nhing th stin khiie, nhu bing sing ché va bin quyén 6 ngay hét han Nhin higu vé cv ban lA mot sy hia hen cia ngvdi ban dim bao cung efip che ngydi mua met ty hop nkat dink nhing tinh chat, ich gi va dich vu. Nhitng nhan higu tt nhit déu kem theo su dim bao cht lugng. Song mot nhan hieu tham chi cdn 1a mot bidu tung phic tap hon thé © ‘Mot nhan higu eo thé mang theo tdi séu cdp a ¥ nghia: + Thupe tinh: mot ahd higu trude tien gai len Gong y nghi nhitng thude tinh mhat dink. Chang han nh Mercedes gui lén cho ta nkung tinh chat dat tien, sang trong, thiét ké hoan hio, ben, uy tin cao, gid ts) bin lai Kin, te do cao... Cong by od thé sit dung mot bay nhieu thuge tink trong sé nay qudng cso ot. Trong nhitu nam Mercedes da dutge quang cao la “chide xe duge thiét ké khong ying loa xe nau khde trén thé gidi”. Dieu nay da lam nén tang wie dinh vi tri dé thist ké nhing thude tinh sic ca chige xe + deh igi: Mot nbdn higu khong chi JA mét tap hyp nhdng thude Gah Khach bang khong mma nhng thude tinh, ma ho mua nhung ich Igi, Cae thuge tinh can duge chuyén thank mhing seh loi thye dung va / hay tink cAm. Thuée tinh Ben vo thé chuyd’n thank ich Ii thyc dyng,"ta sé khong phi mua vai nam mgt chiée xe méi", Thudc tinh dét chuyén thanh ich lgi tinh cam,’ chiée xe gidp ta cam thay minh sang trong va duge inh né*. Thuge tinh chic chan e6 thé chuyén thank ich Igi thve dung vit tinh cim, ta sé duge an ton trong trugmg hgp xay fa tat nan giao thong” + Gid trt: Nhan higu cing noi len mét diéu gi doo id tri cia ngudi san xudt, Ching han hur Mercedes thé hién mgt su’ hain hio, an toan, uy tin.wv... Ngudi lam Marketing han phéi phat hign nhing ahém ngudi mua xe dac biét dang tim kiém nhuing gid tri A. + Vio hoa Nhan higu con co thé thé hién mot nén van hea nhit dinh, Mercedes thé hién rien van héa Dute: 66 t6 chite, higu qua va chat lung cao. + Nhén edeh: Nhan higu cing cé thé phic hoa mot mhan cach nbat dink.Néu nhan biew la mot ngudi, mot dong vat hay cOng trink, thi né gyi ¥ cho ta diéu gi? Mercedes oS tbé adi ¥ Ve mOU Ong chi khOng phai kém coi (nguisit, mot con sy Le Tam chiia 1 Wong vaU hay mot cung dién ton nghiém (cong trimh), DOI khi nd ¢6 thé mugn nhan cic cua moe nhan vat hay mot ngwoi phat ngon néi tiéng co thyc. + Nguoi si? dung: Nhan hieu thé hign khach hang mua hay st dung san phim do. Ta si ngac nbién khi thdy mot cd thi ky 20 tudi Idi mot chide xe Mercedes, Ta se trong doi agoduge thay sau tay Idi 1A mot nhan vat cao esip trac tudi 35, Nhimg ngudi si dung phéi la phdng ngudi bist ton trong gid tri, van hoa vA nhan eden céa sin phim a6 ‘Tat cd nhing dféu nay cho théy rang nh¥in higu ti mot biu tugng phitc tap Néa mot cong ty chi xem nhan hi¢u nhy mgt cdi tén, thi né da khong thay hét duge ¥ aghta cia vige gin aban. ‘Mét thich thite trong viéc gin hap It lam cho nhan hiéu eS mheng ¥ nghia stu sde Ada. Khi cong chang o6 thé hinh dung duve tat ca sau y nghia cda nhiin higu, thi ta goi dé 1A mét nan higu stu se, néu khéng thi dé chi 1A mot mn hieu ndng can, Mercedes | mét nhin hiew sav sdc, béi vi ta cd thé hiéu duge tat sau ¥ nghia cia né. Audi 4 m6t mhin higu khong shu sic bing, vi ta cé thé khong nim bét duge dé dang nhung ich loi dac big, nin each loai ngval sit dung nhan higu dé Voi sau clip 46 ¥ nghla cia nhan higu ndy, nguéi lam Marketing can phai quy#t dinh xem an chét lai dac diém nh§n dang cia ahan higu é efp 49 nao, $6 Ia mdt sai Tim chi quing exo nhdng thoée tinh cda nhan higu. Thi mbit la vi ngudi mua khong quan tim dén fle thuge tinh iia nhan higu bang nhang ich [oi cia nhan higu do. The hai la vi cae dot thd wanh tanh co thé dé dang nhai theo cée thube tinh dé, Thit ba 2a vi mhitng thude tinh ¢6 &6 thd mat dan yid wri lam tén hai den mot nban hige gin b6 qué chat ché voi nhitng thude tinh dae bi Negay ca vite quang cdo nhdn hidu theo mot hay mot si ich igi van 6 thé bi rui ro, Gid sf Mersedes 161 kéo Ithach hang bling ich Idi chi yu cia né 1a ding vé sang trong Khi xudt hign nhung mban hiéu canh tranh c6 dang vé cing sang trong hay cba sang trong Aun,thi nhang nevdi mua xe o6 thé sé khong cdn coi trong ding vé sang trong bhng nhing Ii seh khele. Vi thé Mercedes 88 can duce ty do xt tri trong vide xic Ip vi tri theo mét ich Io} mdi Nobitng ¥ nghia lau ben nbs cda nhan higu JA gid tri, van hoa vi nin cich eiia nd. Ching xe djnh ban chit cia nhan higu. Mercedes phii thé hign” cong nghé cao, ding ve sang trong, sif thanh dat," v.y... Dé la nbitng gi ma Mercedes phai dat trong chién luge hin higu cia minh. Sé 1a sai am néu Mercedes bin ra mot kiéu xe khong d&t iin, mang mhan hige Mercedes. Dieu nay sé lam lu ma gid tri va ahan cach ma Mercedes da tao dung due trong nhuing nim qua KHAI NIEM VA VIEC LUONG DINH UY TiN CUA NHAN HIRU * Cée nhan higu o6 sic manh va gid tri khdc mhau tren thi truung. Mot thai eye lit whong nhdn higu ma hau hét nhung ngvii mua tren thi trugng khong bit dén Dong thai eo whung nhan higu ma mie do biét dén cia nguOI mua khd can (dude do bing vic nhde dén hay thu nhan whan higu). Tiép 46 la nhwag nhan higu cé mic dé chap whan cao, aghTa KA hhu hé, nhung nguei mua dow khong phan doi viec mua ching. Roi dén nhung nahin meu c6 mic do rit cw. Chring dude wu tién Iya chon hon nhing nhin hidu khéc. Cudi cimg la nhang nhin hidu co mie dp trang thanh cao. Tony OS Reilly, mt quan chifc cao céip cia HJ.Heinz, dé duu ra cach trie nghiém sy trung thanh véi nhdn higu nhy sau:" Cach tric nghigm o¥a ti JA ..nhlim theo ddi xem moe ba ndi try mudn mua sot ch chua Heinz tai mot cia hang nao d6, khi thy o dé di het nhdn hieu 6 sé di sang cia hang khde dé tim mua hay chuyén sang mua mot sin phi ua khae* y nban Mot nhan higu manh la mét nhan hiéw os uy tin cae Theo Anker, ay tin céa nhan bigu cing cao, thi sv trung thanh véi nhdng nhan higu cao hon, mifc dd vit dén tan tudi, chat luung duge nh§n thay cing cao hon, sy gin bé vdi nhan higu cang manh hen va cic tj sin khie, nhv bing sang ché, nhan higu thugng mai va cée quan hé theo kénh c6 gid tri cao hdn®. Vin dé la & cho nhan higu la mt tai sin trong ching mife ma né thé duge dem bin hay moa véi gid nao do. Mot sé cong ty dang phat trién dya trén os sd tich My va xdy dung nhung danh muc diu tu nhan higu phong phi. Grand Metropolitan di mua céc nhda hiéu Pillsbury khéc nhau, rau Green Giant, kem Haagen-Dazs va Burger king. Nestlé da mua Rowntree (Anhi, Carnation (Hoa Ky), Stouffer (Hoa Ky), Buitoni- Perugina (Italy) va Perrier (Phap), dé trd thanh cong ty thye pham lén nhat 500thé gidi ‘Tren thuc 18, Nestlé 44 chi 4,5 ty USD a8 mua Rowntree hay nhiéu hon gép nam Tan gid tr) trén sé sch ca nd. Nhung cong ty way thudng khong ké uy tin nhan hieu trong bing can 461 tai sin cda minh do cé phan tay tien trong cich tink ton, Con Grand Metropolitan sau khi mua Heublein d4 tinh thém 800 triéu USD vao wai sin cia minh dé phan anh gid cia Smirnat? va cdc tén khde. . Céch Iugng dinh ay tin thie té cla mot nhin higu cé pian tay ten, Anker 4 m6 ti nam cdch khdc nhaw, bao gom nhing cach abit cin cd vao mule Yi vao gid. gid tei ching khoin, git tr] thay thé nban, vv. Vi du, mot cach tink gid te] uy tin eda nhan hieu la mue lai ve gid mt nhip hide dat duge nhan vdi khoi lugag vwgt toi han so véi mute mA mol nha hiéu trung binb dat duge® ‘Theo Interbrand mudi nhan higu sigy manh nhét cia thé gidi la Oxp theo thit ty}: Coca-cola. Kellogg, McDonald, Kodak, Marlboro, IBM, American Express, Sony, Mercedes Benz va Nestcafé.” Theo mot tai ligu ude tinh thi gid tri uy tim nha higu cia Marlboro fa 81 ty USD, Coca-Cola JA 24 t¥ USD, v& cia Kodak la 13 ty USD. Nhung cin wu ¥ ring nhdng ngudi mua tiem in khée hau s8 sit dung nhdn higu 46 theo ahing cich khde nhaw va. do dé s8 chi whiéu hdn hay it hon cho nhitng nhan hitu nay. Uy tin cao eda nhan hign sé dem (i mot Ioi thé canh tranh cho mot cong ty. Gong ty dé 88 6 thé giam bot duge chi phi marketing, vi mute dé biét dén va teung thinb vi ahan hieu da cao. Cong ty 98 ¢6 thé don bay thuong mai manh khi thuong higng vai nhung nguoi phan padi va ban 18, vi khéch hang dang trong doi bg kinh doanh nhan higu dé. Cong ty co thé 4d/ gid cao han so v6i cde déi chi canh tranh cua minh, béi vi nhan hibu of chat Iugng d4 duge thifa nhan cao hon ‘Cong ty o6 thé dé dang hon trong vige khuéch tryong nhdn higu, vi toa whan Bigu da duge tin nhigin cao. Dac bit 1a whan higu do s& tao cho cong ty didu kign phing shu chéng lai ev canh tranh quyét ligt ve gi. Vai tinh céich la mt tai sin, tn nhan higu cin duge quin ly edn than a0 cho uy tin ca nhan higu khéng bj gira sit, Diéu nay doi hdi phai duy tri hay khong nging nang cao mic 4d bigt dein nhan higu, chit lugng duge tha nhan eda aban hiéu va cOng dung cia nd, eding nh su gin bo chat ché véi nhin hitu, vv. Nhng cdng vide nay di hoi phi Kheng ngiing daw tw vac nghién citu va phat riéa, quéng edo that khon khéo, dim bio nhung dich vu thugng mai va Ubu ding tuyét héo cing nhu nhieu bitn phap khic Mot sé céng ty, ah Canada Dry va Colgate-Palmolive, di cit ra, “nhting ngvdi quan ly wy tin whan higu” dé bio ve hinh dnb, sy gin bé cling chat Wwgng cia nhan higu va ngan chan nhitng hinh dong chién thuat ngdn han o6 the gay t6n hai dén nhan higu dé. Ho phat diva vao nhting ngudi quan Iy mhan higu dé chéng lai vide Khuéch trugng qué muc nhan higu nhiim tao ra gi nhuan trvde mét bing gid cia uy tin lau dai Nhung cong ty dan dau khong tin 1A ede mhan higu duge quan ly tt can tudin theo mb, chu ky s6ng can mhan higu. Nhiée nhan higu din dau tt céch day 70 nim dén nay vin Ia nhitng nban higu din dau: Kodak De? Monte Wrigly’s, Gillette, cocaccla va Campbell's Nhung cong ty nhur Procter & Gamble, Caterpillar, IBM va Sony da tao dyng duge nhan biou cong ty rit ving chée, nhv ty Ie sin phéim (thi trugng néi cong ty lA nhan higu din hay dong ddn dau da xac dinh. Vi thé danh tiéng marketing ni bat cia P&G d Hoa Ky dys tren thyc la n6 vin git duce mban higu din dau cho 19 trong so 39 Joai hoag canh tanh, va ght duye moe trong ba nhan higu thugng hang cho 34 ching loai hang. Thi phan binh quén cin cong ty dat xfip xi 25% Mot #6 nha phan tich xem cac nhdn higu sng lu hon nhng sin phim dac biét vi phuong tiem ciia mot cong ty. Ho xem cde whan higu nhy tai sin Mu ben quan trong cla mot cong ty Dong thdi méi nhSn higu ving manh thuc sy dai dign cho mot SO khdeh hang trung thank. ViQuyat dian aguo’ Quyst dink to Quyét dink gin aban ho tro gtn he ‘hn eu Cocanpraneés | (nes nqunolowe Ten gin en nhan meu cho shar hou? Hin phair co sin phim khong? mh the na? Nin Hu oa nguét Ten nha Hie 68 itt Ce gin nhan 5 " spat fino chump khéng gin shin nna eng Tene wong Nhan bios nor top Ton cong iy 28 nnn Le uyét gina chien Guyét dink 18 ie dint luge nhan hibu Iai vite phir iow Sir dung chién C6 eho ie dinh ta luge gan nkan Wit ann Pb nie? nang? Nan iu m6) Tai sae dinh wt Mé réng nhan bidw hin nig M6 rong chung leat Khong tdi xc dion vit akan hidy HLI7.5, Khdi qude vé cdc quvét dink gidn akin vay tai sin eo ban lam nén tang cho uy tin cda nhan hiéu la sy tin ahiém cla khich hing. Dieu nay c6 nghia la vide lgp ké hoach marketing phai hvéng trong tim vo vige danh cho khaich hang trang thanh mot gid tri suét dei va s# dung viée quan ly nhan higu mhy mét cong cu marketing chi yéu, Viec gin nhan doi héi ngudi lam cong tée marketing phi c6 whung quyét dinh quan trong. Nhung quyét dinh then chét duge thé hign trong H.17.5 vA xem xét trong nhuing doan tip sau. QUYET BINH GAN NHAN Quyét dinh dau tien 1a cong ty e6 can phat trién mou tén ahan cho sin phim cia mish khong. ‘Truée kia Niu het céc sin phim deu khOng cO nhan Nhung nguéi sin xudt va nhung ngusi (rung gian da bin hang héa cla minh khOng c6 thing, hom va hop dung va khong cS dau hidu xde shan nguei cung ing. ngudi mua hoan tokn dya vao long trung thye cia ngudi bin. Nhung dau hieu dau tien cia vigc gin nhan ia nhung c6 ging cia cac phwting hoi thdi Trung od yeu cau the tha cong gin nbdn higu thuong mai trén sin pham cia minh dé bio ve chink mink vA khich hang khéi lin vdi nhwing sin pham chat Iuong kém hon. Déi vdi cdc tac phdim nghé thuat cng vay: vige gin nhan bat dau ur viee cde nghé nhan ky ten tren tée phéim cia mink Ngly nay viée gin nhin da tré thinh mot site manh to én mi kh6 cb mét thet hang ndo lai €6 thé khong cin gin nhén. Muda duge dong géi trong nhung hop c6 dae dim ridng cia ngusi sin xudt, mhung trii cam duge dan ten ngwdi trong, dai Gc va bu long thong dung duye bao goi trong tui nhya cé in nhan higu cia ngudi phan ph6i, va cic phy ting 6t6, nhwt nén dainh hia, v6 xe, rudt loc, déu mang tén nhan riéng cia nguéi sin xuat Ot. nhing sin phim tuoi sng, nhir thit ga, thit ga tay va cA Hoingay cang hay duge bin vdi nhitng ten nhan duge quing cio nhieu Trong mot s6 truong hop cong 06 hien tong quay trd lai“ vige khang gin ahan ” doi vdi nhing hang tiéu ding va duge phém chi yéu nhét dinh. Correfous, nguai dé xing dai si¢u thi n>Php, dé dua ra mot loai hang" khOng nhin ” trong cde céa hang cla minh vao div ahdug nam 1970, Nam 1977 Jeuel Fod Stores & Chicago da dua ra loni hang “ phS thong” gom 40 mat hang Nhing mat hang phd thong khang gin nhan, duge bao goi don gidm. v8 Wen hun go véi cae sin phim thong dung nhy mi thanh, khan gidy va dé hop. Chung cé chat lung chuin hay thap hon va duge bin vdi gid théip han tdi 20% dén 40% s0 vei nhing mbdin higu duoc quing eo toan quée va th 10% dén 20% so vai nbing nhan higu riéng cua ngyii ban Ie. C6 thé ban véi gid thip han a vi thanh phitn chet lugng thap hon, chi phi phan va bao i it hon va quang cau d mie tai thiéu Soy thé cde mat hang phé thong vin théa man tt duge cic khach hang, len 161 70% khach hang da ting mya cic mat hing phd den no; he sé tip ive mua ching, Cac mat hing pho thong trong cde nganh thye phim, do gia dung va dude phim la mot thach thifc quan wong déi véi nheny shan higu dinh gid eno vA mbung nbain higu yeu kém Nhing nhan hieu toan quée 44 chong choi vai cae mat hing phd thong theo mot sd cach Ralston-Purina da nang exo chat lvang céa minh va hugng vio hung ngudi sé hihy vat mudi nd tidng cing voi nhing vat nudi ctl ho vA quan tim dén chit Iugng Mhidu nhat. Procter & Gamble a dya nhang sin phim gidy Banner cia minh, mot loai sin pham od chit lung kem hon, nheng loai cag hon nd, nhung tst hon so vai hung Ieai phO vhomg vai gid canh tranh. Nhung cong ty khée thi chi ct giam gid hang ciia minh dé canh tranh voi loqi hang phé thong!” ‘Tai sao nhitng ngudi bén lai thich gin mhan cho sin phim cua minh di vige 46 di boi phi chi phi cho vige bao goi, am nhan , quang co, bio vé hap php, va sé gap riti ro, néu sin phim d6 khong théa man duce ngvdi sit dung ? Nguyén do Ia vite gin nhan tgo cho nguei ban mot si oi the ‘Trude tién TA tén mb&n lam cho ngudi ban dé dang xis Wy ede dan dat bang va JAn ra cae vain dé. Chang han nhw Ankeuser-Bush nhan duge mot don dat mua mot trim thing bia Michelob thay vi ddr! dat mua" mét loai bia ngon cia ngai”. Hon ada ngudi ban thay dé dang theo doi den hing, néu sé hang bi gifi lac dia chi hay xéc dinh tai sao bia lai bién chat n&u khéch hang khiu nai ‘Thit hai la tén nhan higu va du higu thuong mai cia ngudi ban dim bio met su bio ho cia phap luit dé vai whang tinh chat dge dao cia san phim ma néu khong thi da bj ede doi thd canh tran nhdi theo. Thif ba la vide gin nhan dem lai cho ngudi ban co hoi thu hit mot mhém khach hang trung thanh va co kha nang sinh Idi, Sy trung thank véi nhan higu sé tao ma cho nhang ngvoi ban mot su bo vé 6 mite dQ nto @6 chéng lai cc déi thi canb tranh va kha ning kiém soét t6t han wong, khi xay dung chyong trinh marketing ciia minh. ‘Thi tu ta vide gaa nbdn sé giip ngudi ban phan khiic thi trung. thay vi P & G chi bin mot, fogi chat tay ri, né 06 thé chao bin tam mhan higa chat Gy ra, mdi nhan hiéw co mot cong thic khée nhau va nhim vio nhéng kbc thi trading dang tlm kigm ich Ii dac biet 86 ‘Thy nam ja nhing nhan higu t6t s@ gidp tao dung hinh anh cng ty, Do mang tén cua cong ty, chiing giip quing cde chét lugng va quy md cua cing ty C6 nbing bing ching ching 0 cing nhang ngwai phan phot mudn o nhtmng tén nhan hieu cia nhitng ngudi sin xuit dé lam phuang tign tao thuin loi cho vibe quan ly sin phaim, xe dian nguai cung ung, dim bio sin xuat theo nhitng tigu choi chat lugng nhat dink va tang mue do ua thich cia ngudi mua, Khéch hang cin co ten nbin dé gidp ho xée dink bing khac bie ve chat Iuigng mua sim cé higu qua hon 503CHIEN LUOC MARKETING 17 - 1 CAP GAY HEP SU DUNG TEN NAN ITEU DE aU THEN BAN QUYEN Céc nha sin xutit hay nhung ngudi bén 1é co thé phai mat whi@u nam va teu tn hang trigu dollar 48 tgo ra duge st va thich cua khiich hang ddl vol cic nbAn higu céa minh. C khée la di“ thu® ” nhung ten duge khéch hang va thich Nhdng tén nban hay biéw tung do nhning nha sin xudt khée di tao ra trude dé. tén Oi cia nhumg nhan vat ndi tiéng, trong ahUag phim anh va cudn sdch duge nhieu ngudi va chudng, va trA tien thud. nhw vay sf c6 thé tno ng cho san phim cua mét mha sfin xudt mot tn-nhan quen thude. Trong nhing nim gin diy viée cép gidy phép si dung tén va nhan vat di trd thanh mOt nginh kink doanh In, Doanh sé bin te nhing sia phdm mang thue 44 nhdy vot tt 4 trig USD nam 1977 Wen 67 teu USD vao nam 1991 mot cach Nhung ngudi ban vai vée, quan do va may mde, thiet nhing agai at dung bien phap nay nhiéu nbéit, ho chiém khoang 36% toan bé khéi lugng ctip gidy phép su dung, Nhiag nguti sdn xuat va ban lé da chi nhgng khodn tien ban quyén rit lén dé trang uri ning sin phim cua minh bling (€n tuéi cia nhung nba tao mau thdi trang abit Bill Blass, Calvin Klein. Pierce Cardin, Gucei vi Halston, nhtng nguai dé cho phép sti dung tén nhan hay ho tén cia minh cho moi mat hang,ti nhang chic do chong dén nhing chiée cd vat va hing ti xich. Tong nhing nam gan day nhitag nhan hieu cia ngudi t9o miu da tran gap khip ni dén mye dé la nhidu ngudi bin 1é 44 phai toi bé ching vA thay vao dé bang nhng nhan higu eva hang ritng cia mink 4€ giaah lay sy doc quyén, quyén ty do dinh git va tien loi nhiéu hon, Ngay ca mhtng tén nbain kém thot thugng hon cang o6 thé dem lai nhéng thinh cng lim moi nguvi phai sing sét. Quin ko coca-coln cia Murjani chi trong hai nim a4 dat doamh s6 bin lé 100 tritu USD, Nhang cing ty hang tieu ding khéc 48 nhanh ching nhay sang ctip gitly phép st dung nhin higu cong ty, Hershey, Jel-0, Burger King, McDonald’s v.v... Nhung ngudi bin do choi tré em, tro choi, thuc phim va mhung sin phim khde cing hay su dung cach cap gidy phép sf dung ten nhan va nhan vat. Danh sich nbing nhitn vat die gin vio quan do tré em, do choi, dé ding hoc sinh, vai trai givéng, bup be, bya an trua dong hop, ngu evic va cde mat hang khdc 1 vO han. Danh sich dé bat dau ti nbung nhan vat kinh digs, aby ch chudt Mickey, Peanuts vi Barbie dén Batman, rua Ninja, vi Simpsons Hinh thie mdi nhat cia vide cho phép si dung danh nghia ving ty, cho thue dau hig thyong mai hay Logo da c6 danh tiéng trong met loai hang va sé dung né trong mot Ieai hing cling Ay. Nhung vi dy vé sy thinh cong mdi day Ia phy ligy may Singer, quin cio bic hd Caterpillar, do trang sic Faberge’ trang bi cim trai Uinnebago, quan ao tam va kinh mat Coppertone. Git diy Harley-Davidson ediag cho phép st dung ten cua minh cho nhing sin pham tieu ding. Mot ahi sin xudt d® choi hién dang bin xe dap ba bénh Harley. Davidson, va cdng ty dS cng da cho phép sit dung cho nha@ng sin phim khdc d4p tng duge nhiing tidu chudn chat ligng tong dng va thy hiéu, tir thing udp lanh rugu dén chocolates va dau thom QUYET DINH NGUOI BAO TRO NHAN HIEU Mot nha sin xudt ed mot sO phugng an Iva chon ve quyén bio tro nhin higu. San phim c6 thé tung ra thi trudng nhy mot nhan higu cla ngudi sin xudt (doi khi com gol 8 nban higu toan quéc), mét nhan higu céa ngudi phan phéi (cGng goi lA aban higu bin lé, cia hing hay riéng? hoe mot tén nhin duge phép st dung ixem chién Ige marketing 17-1). Newai sin xudt cong 06 504thé san xudic mot 3 sin phim duéi tén cua chinh minh vA mot 88 sin phim dudi cde nhan higu cuia nguai phan phdi, Cong ty Kellogg's, Jonh Deore & Company vi IBM bin hau nhw tohn b} sin phim cia minh dudi tén nhan higa cda chinh minh. Hart Schaffner Marx bain mot sd quan do do minh sn xudt ra dui nang tén mink doe phép sf dung, ahu Christian Dior, Pierre Cardin va Johnny Carso, Whirlpool sin xuat ra nhiing sin phim dudi té ngs nhung aguoi phan phd cia chinh oink eing nbw (en cn Mac di nhdn higu cua nhang net va bi cd xu hugng khong ché, rt nhieu ngeii bain le si da ra nhing nhan higu ciia chink ho. Sears da sang tao ra wot s6 tn shan, nb pi Diehard, do nghé Craftsman, thiét bi Kenmore, di trd thinh nbiing nhan higu duce va chudng va tham chi con duge tim ism cho ky dive. Nghy cing co nhieu cua hing bich hoa, siins th) va eda higu duve phim si dung nban higu eda cia hang, Tai sao hing nguéi trung gian kt ban tam dén chuyén bio tr nhtng nhan hig riéng cia minh? flo phai san lang ohing nguat cung ung du dibu kién giao hing es chat lugug On dink. Ho phai dat mua mdt s6 lung lon AANE hda va chOn yn Coa minh vio 3S hang dy td. To phi chi tién cho vige khuyén mii nhan bite riéng céa minh. Ho phi lieu link vi néu sin phim mang nhin hia riéng cia ho khong tét thi Khach hang s@ co thai dO khong tt déi vat nhane sin pI khae ctia ho: Bat chap nhang diém bai Ioi tm én nay, ahing ngudi rung gian van phsit trign ahdng ahin higu rigng, boi vi ching c6 kha nang sinh lai, Ho tim kigm mhung nguoi sin xuilt 6 nang lye san xuat du thita va sin sang nhan sin xudt nhdn hidu riéng voi git thaip. Nhung chi phi kbc nhut quing cdo va phan phéi hing cng c6 thé thaip. Dieu do e6 nghia li nguéi chti nhin higu ritng cé kha ning lam gid thdp va thing van kitm duge ahiou Iii hon Ngudi cht shan biew riéng o6 thé co kha nang phat trién nhing nhan higu eva hang ving manh, |di kéo khdch hang. dén ota hang cia minh Cuge canh tranh gida cde nhdn higu céa ngudi sin xudt va abing ngyti trung gian duge goi la tran chién nhan higu riéng. Trong cube dung do nay nhuing nguei trung gian eo nhieu igi thé Noi bay nang bin 18 rat khan hiém. Hign nay nbidu siéu thi da doi mot so tien 18 phi lon, nhu mét di@u kign trude khi chip nis mot. nhén hiéu méi, chm chie dv trang trai chi phi cho vibe ding ky va bio quan né!!, Ho cing doi mot khoiing tien riéng cho khong gian trang, bigt va khong ggian quing edo trong cla hang, Nhung ngudi trung gian dou danh ché trung bi bat hon cho nhting nhan higu cia minh va bao dam ching duye bio quan tét han, Nhung ngstei trang gian gid day dang tao ma nhdng chat hing 16t han cho nhdng nhin higu eda hang cia minh, nhs vay ma no ra duye su hai ng ctia khach hang. Nbiéu ngyei di maa sim bie cla ca hAng thing li do mot trong nhing nguai sin xvdt Ién lam ra, Cée nhan higu ea cif hang thuting duge dink gid thilp hon edie nhan higu Luong dudng cia ngueti sam xuiit, vi the rat hp din 431 véi nhang ngudi di mua sim biét ro tdi tien cia mink, dae Diet la phat hay suy thos 0 this ¥Y am Rit cuge JA nhng nhan higu eda nguti sin xudt da ting git vj tri khGng ché dang bi suy yéu di. Hay xem xét trung hép situ Loblaw Cos fa mot hé théng sidu thi cia Canada, dang tang fhém 6 chan higu cba hang cba rin gn nay Loblaw dang Dn nnn niéu bich quy dn wud Canada, Preside Choice Decadent Chocoiate Chip Gooke 66 huang vi ngon hon vé gia 1@ han nhan niéu Chips Ahoy cue Nabisco NO dang giann duce 14% thi ruteg nau nu tL tay Nabisco, Loblaw cing dua ra cola nnan higu riéag eta minn, gol 18 President's Choice ela, chiém 50% doanh $6 ban cota nop ola Loblaw Nhdng ngudi sin xudt mhdn hiéu toan qué rit kho chju trude tinh hinh thé Ive cia hing 805ugudi ban Jé ngay chng tang, Kenvin Price nhan xét rit dling” Cach day mot thap kj nguii bain Je chi nhy mot cai gai chich vao gét chdn cia ngudi sin xusit, mor adi phiea mudn, ding thé, nhung chi gay iho chiu chit it: boi mot ik thude FOI nd 8 qua di, Ngay nay né td thank mot con bd hung dv va dang mucin hile gay cd chan lin tay ban. Ban mudn dith guc no, thé nhung ban lai con phai Io bie vé ly thin winh nén khong thé nght dén chuyén dé"! Mot 30 nha, luan marketing d& dy dovin ring cde nhan higu cua nhing ngudi trung gian cusi cang se dmb gue Ul cd mhgng ohin biéu khac. chi trad nbén hitw eda nhung nywui sin xual mah nbslt Trong mhang nam qua ngudi tide dang di thay ete nhan mie (rong moi loi hang dou dice xép hang thinh mot thang nhan hiu voi cée mham hiés ua thich hing su vA nhéng niin cha lai thi due xép vio cae bic thang giim din theo thi ty amie do ya chugng. Neay nay cang luc cang thay ré hat cie di higu cho thily cde bic thang @6 dang bién mat dain dan va due thay thé bang sy ngang bang ohau cia cic nhvin hiéu theo thi ty cam whan edi ki nhieu nhan hieu tuong dusng nhau Nhung khich hang ni trong sd di duge ehiip a ch bing, nghia n sing mua bat ky nbn higw ado vi cd bin bic dé. Theo nhan dinh cua Joel D.Weincr. mot eyu uy vién diéu hanh cua Krafl,". Nguoi ta khong nghi la thé gidi sé sup do, néu ho ding Tide thay vi Cheer". Mot cog trinh nghién cu nam 1990 cia DDB Needham Worldwide cho thay rang ty Ie phan tram ning nguoi teu ding hang déng géi néi ring, ho chi mua nbdng nhin higu adi tieng, da gidm tir 77% xudng 62% trong khodng thoi gian wl 1975 dein 1990, Mot cOng rink nghiem clu ctia Grey Advertising Ine cho thay ring 66% khach hang ndi rang ho chuyén sang mua nhing nhan higu duge dinh gia thap hon, trén thyo tf a nhtng nhan higu eda cua hing Nguyén nhan cia tinh trang ngay cdng khong con nbdng nhan hidu toi han hin la do ahieu yéu té Nguii tigu ding bj thic ép phai chi tiéu mét cach khOn agosn hén, nhay cim hon véi chat lugng, gid ca va gid tri. Ho thay rd chat lugng nghy cing tudng ducng nhau, do cae nha sin xuft canh tranh cing nhu nhéng ngudi bin lé toan quée déu sao chép va nhdi jai chat luomg iia nhang nhan higu tét nhit. Vige lien toc phan phat phiéu mua hang va ban theo dae gid da tao ra thé he ngudi teu dung mua hang theo gid ca. Tink trang nhiou cing ty df giam bet view quing cdo xuéng con 30% téng ngin séch khuyén mai va giy vic hai dén vide BG ty nhan hig cus minh, Vige mé rang vo han nhan higu vi ching lol sin phim 4) Ge la mg dav didm mhan biét nhan hieu va din dén phat trign sin pham voi oS ling dén ching mat. Cie aban higu cia hang da duge cdi thién vé chat vgng tanh thd aiém tin cda ngay cling nhieu hac hing dang duige trung day tai cic hé thdng eda hing cda minh, Dé la md thach thie dn déi voi cte whan higu cia nha sin xudt, G Hos Ky obi pin eda ba ohan hig tap phim thugng hang cua chinh nha sain xuat da bj gidm sit dén mute dé nguy bidm G mot sé loai* ola Cac mha sn xuat phan dng lai bing céch chi mot sé Uén keh Idn cho quing edo vi khuyén mai huéng vo ngudi tiu dung mhim duy tri ev ua thich nbn higw cia mink 6 mute 40 cao. Gia c& iia hg 6 cao hun chit it dé bY dap lai chi phi cho vide khuy€n mai dé. Trong khi dé dong dao nhng ngudi phin phdi 4 gay mét sée ép In bude ho phai chi phiin dn sé tien Khuyén mai vao chiét khdu thugng mai vi giao dich thuong mai néu ho muda cé khong gian trong bay hang 161. Mat khi ce nba sin xudt bat dau nbugng bo, thi ho s@ phai chi it tien hon cho viée khuy@n mai va quang cio.va nhan biéu cia ho bat diu mat de vi ti din dau Dé la tink hudng tin thoai Iugng nan cia nhung ngudi sin xudt nhin higu toan quéc. DE duy tri thé lye cia mink d6i véi thugng mai nhung ngudi Jam marketing nin higu dAn dau can van dung ohing chién luge sau. Ho phai daw tu vao nghien cu va phat Wien tao ra nhdng nhan higu mdi, nhgng tinh chat mei va khong ngling nang cao chat wong, Ho phat duy tri chong trinh quing cdo manh me dé dim bio mite do biét dé nhan hieu cao vi thai do dat Kbodt chi dung nhan higu 46. Ho phai tim cach “lien két” vai phan Jon nhing ngudi phan phot dé cing tim kiém nhing chin lige kink t® vA canh tanh bgp logic nhhm nang cao hidu quit 506chung, Vi du, P&G di ed ra 20 quin ly cia minh dé lam viée tai cae oa quan dtu nao eda Wal-Mart 6 Bentoville, Arkansas, bén canh nh@ng ngui quan ly cia Wal-Mart dé tim chi phi chung va ning hidu qui canh tranh cia minh QUYET DINH TEN NUAN Nhing nba sn xuift dé gin whin cho sin phim cia C6 bSn chin luge tn phan hifu due suv dung: minh cin phat ti®p tue Iya chon aut. 1 Ton nhan higu cé bist: General Mills theo chién luge nay |Bisquick. Gold Medal. Betty Crocker, Nature Valleys 2. Pen ho chung cia tét ca cée san phém: Heinz va General Hlectric theo chién lige nay 3. Tén ho riéng cho tét ed ode sdn phim: Sears theo chién lude nay ( Kenmore cho ce thigt bi, Craftsman cho dung cu dé nghé vA Homart cho nhting hé théng thi¢t bi chink trong nha), 4. Ton thirong mat ciia cong ty ROt hop vét ten cé bitt eiia scin phim; Kellogg's theo chin luge nay ¢ Kelloge’s Rice Krispies. Kellogg's Raisin Bran va Kellogg's corn Flakes! Chidn luge tén nha higu ca bigt cd Ii thé d diém mao? Lyi thé chi yu la cong ty khone rang bude thanh danh etia minh vdi vige chip nhan sin phim dé Néu sin phim ds by that bai hay xem ra co chit luyng kém, thi khong lam tn hai dain tn tude cla cOng ty, Nha sin xudit dong ho chat ludng 16 nhy Seiko, 6 thé tung ra mot toai dong Nb chat luong thiip «ot A Pulsar? ma khong lam Iu id tén tudi cia Seiko. Chién lige tn nhfin higu of bigt cho phép cdng ty tim kiém mot cai tém hay nhét cho ting sin phém mdi. Ten mei tuo ra su thieh th Ten ho chung cing oS xhang loi thé. Chi phi phit trién 0 it hon, béi vi khong cin nghien citu “tén” hay chi phi nhiéu cho quing cio dé tao ra stf thifa nhan tén nhan hiéu. Mon nia. viée tieu thy s6 manh néu ngudi sin xudt da ed danh tifng. Vi thé mA Campbell's dua ra nhang mon stip méi dudi tén nhfin céa minh mot cach hét stic gian den vA dude thiea nhan ngay lap tite Mat khac, 6 Chau Au Phillips da ghi ten minh lén nhiéu loai san phim, nhung sin phim cia he co. nhang chat lugng khéc nhau, ti eno dén trung binh, néa Bau het moi aged trong dei d sin phim cia Phillips mot chit lugng chi é mie tung bink. Pi@u nay gay thiGt h: phim cao cap cia he tin mdi cho vide Gow thy sin Khi ma m@t cOng ty sin xudt ra nhdng sin phim hoin tof khic nhau, thi kASNE nn stl dung mot ten he chung. Swift and Company dA sti dung nhvag tén he vieng cho giam bong (Premium) va phan bén (Vigoro). Khi Mead Jonkson dua ra loai thie an tang tveng. bo da dt ra tén ho méi, Nutriment, dé oxiah nhhm lan véi ce sén phim gim trong iugng mang nhan ho ea minh, Metrecal. Cac cbng ty thudng hay sang ché rm phiing ten ho khic mhaw cho ahing joai sin pham chat Ivong khdc nhau trong cing mot lép sin pha. Chang han nbw cua hang thye phim A&P béin cac thuc phim loai mt, loai hai va logi ba vdi cde mhan higu tuung eng ln Ann Page, Sultana va Jona. Cudi cing, m6t 6 ngudi lai gin ten cong ty cla minh vdi ten aban ei biét eda timg san phim. Tén cdng ty hgp phap héa, con tén c4 biét thi ca biét hoa sin phém mdi. Chang han nh Quaker Oats vai cil tén I Quaker Oats Cap'n Crunch da khai unvie danh ting cia céng ty trong inh vyo béa an sing bang ng cic, con Cap'n Crunch thi cf bi@t iv 1 va Jim néi bat sin phim mdi dé. Mét Khi cng ty 44 quyét dink chién Ivge tén nhan ctia minh, tht né phi dung truge nbigm vu Iya chon mét ten nhan dac bigt, Cong ty e6 thé Iya chga tan cla mét nguii (Honda, Estee Lauder), cia dia phuong (American Airlines, Kentucky Fried Chicken), chat luong ‘Safeuny Store, Duracell), phong cach sing (Leigh Watchers, Healthy Chofco), hay tén ty dat ra ‘Exxon, Kodak) 307Sau day lA nhung chat lusng mong muén cho mot tén nhin!* 1. NO phai nét ten diac mot dibu gi dé vb ich Idi ca san phim: vi ws, Coldspot, Beautyrest, Craftaman, Accutron 2..N6 phat ni ton ditoe chat lung cia sin phéim, nhw cong nang vit miu séc: Vi dy, Duz, Sunkist, Spie and Span, Firebird N6 phdi d& doc. d8 nkOn ra vie dé whd: Nhding ton nghn gon sé 06 Kyi, Vi dy, ‘Tide, Crest, Putts 4..Né phi dac bidt: Vi dy, Mustang, Kodak, Exxon 5. N6 phal trdnh ¥ nghia xdu khi é ode nurse khée hay dich ra tiéng auéc ngow: Vi du, Nova a edi ten xifo di vai mot chide Gt dem bin J nbiing nude noi Lag Tay Ban Nha vi nd 06 nghia Ki “kong lam vi Binh thuding cae cong ty Iva chon cde tén nhin bling each ten mot danh sich, thao Iwan ve cde wu diém cia cic tu khde nbau ri Iya chon. Ngiy ni nghién cfu marketing dé xiy dung (én nhan va kiém nghigm ching. Phuong phap nghién cdu tén bao gom kiém nghiém sv lién tudng (Nhung hinh anh nao dude gyi len trong tans tei?), kiém nghiém qua trinh mhan thife (Ten dé doc o6 dé dang khong”), va kiém nghiém sy ua thich (Nbdng tén mAo duge va thich?). Mor trong ahiing chuyén gia ndi titng nhat trong viee “dat ten” I Namelab Inc, tic gia cia nhng cdi tn nhw Acura, Compag va Zaprnail wie cong ty thick thu mot cdng ty Nhieu cng ty dang of ging xay dung mot tén nhan déc do ma cubi cing sO trd nén gin gai vdi loai sin phim 46. Nh@ug ten nhan nhu Frigidaire, Kleenex, Levis, Jell-O, Seotch Tape va Firerglas 44 thanh cOng theo céch nay. Tuy nhién, chinh sy skint cong lai de doa sy doe quyén 461 ¥di céi ten 6. Cellophane, vyn bank mi vA khoai tay chién 386 gi da Jk ning cal ten chung trong ting tanh vue. V6i sy ting trudng mhanh chéng cia thi trudng toan chu, ede cong ty khi Iya chon tén nhdn cin nghi dén trién vong mé vong ra ton clu cua chung. Nhang tén dé phai d8 doc va c6 § nghia déi vi cdc ngon ngd khac, Néu khong edng ty s@ thily rang khong thé ho sii dung nhteg tén nban dia phuong néi titng khi ching phat (rien lon ve mat dia Ly. 1Xem marketing toan dtu 17-1) MARKETING TOAN CAU 17-1 Vic GAN NAN HE TOAN CAU BUC BACH DEN MUC BQ NAO? Trude kia ede cong ty dou thi€t lap hung ten whan mdi chi ed ¥ mghia trong pham vi mude 38 tai. Ve sau, khi o6 ¥ dinh tung cae sin pham cia minh ra thi tring ude ngodi. mot si cOag ty 44 phat hin ra tén nhan higu ding khong thich hop. Tén khé doc, nghe chudng tai, ky quac, vO nghia hay 48 €6 ai dé sit dung roi. Cong ty da bude phi nghT ra mot tén mei cho cing mb sin phim khi dua ching sang cdc nude Khac P&G 4a pai sng 190 nhung ten nhdn kde mhaw cho dau goi dau Pert Plus cia minh khi dem ban & Nhat (goi 1a Rejoy) va 6 Anh

You might also like

• Her Body and Other Parties: Stories

  

  From Everand

  Her Body and Other Parties: Stories

  Carmen Maria Machado

  Rating: 4 out of 5 stars

  4/5 (822)
• A Heartbreaking Work Of Staggering Genius: A Memoir Based on a True Story

  

  From Everand

  A Heartbreaking Work Of Staggering Genius: A Memoir Based on a True Story

  Dave Eggers

  Rating: 3.5 out of 5 stars

  3.5/5 (231)
• Fear: Trump in the White House

  

  From Everand

  Fear: Trump in the White House

  Bob Woodward

  Rating: 3.5 out of 5 stars

  3.5/5 (738)
• • Magazines
  • Podcasts
  • Sheet music
• Rise of ISIS: A Threat We Can't Ignore

  

  From Everand

  Rise of ISIS: A Threat We Can't Ignore

  Jay Sekulow

  Rating: 3.5 out of 5 stars

  3.5/5 (137)
• Devil in the Grove: Thurgood Marshall, the Groveland Boys, and the Dawn of a New America

  

  From Everand

  Devil in the Grove: Thurgood Marshall, the Groveland Boys, and the Dawn of a New America

  Gilbert King

  Rating: 4.5 out of 5 stars

  4.5/5 (266)
• On Fire: The (Burning) Case for a Green New Deal

  

  From Everand

  On Fire: The (Burning) Case for a Green New Deal

  Naomi Klein

  Rating: 4 out of 5 stars

  4/5 (74)
• Team of Rivals: The Political Genius of Abraham Lincoln

  

  From Everand

  Team of Rivals: The Political Genius of Abraham Lincoln

  Doris Kearns Goodwin

  Rating: 4.5 out of 5 stars

  4.5/5 (234)
• The Sympathizer: A Novel (Pulitzer Prize for Fiction)

  

  From Everand

  The Sympathizer: A Novel (Pulitzer Prize for Fiction)

  Viet Thanh Nguyen

  Rating: 4.5 out of 5 stars

  4.5/5 (122)
• Brooklyn: A Novel

  

  From Everand

  Brooklyn: A Novel

  Colm Tóibín

  Rating: 3.5 out of 5 stars

  3.5/5 (1947)
• The Yellow House: A Memoir (2019 National Book Award Winner)

  

  From Everand

  The Yellow House: A Memoir (2019 National Book Award Winner)

  Sarah M. Broom

  Rating: 4 out of 5 stars

  4/5 (98)
• Sing, Unburied, Sing: A Novel

  

  From Everand

  Sing, Unburied, Sing: A Novel

  Jesmyn Ward

  Rating: 4 out of 5 stars

  4/5 (1104)
• A Man Called Ove: A Novel

  

  From Everand

  A Man Called Ove: A Novel

  Fredrik Backman

  Rating: 4.5 out of 5 stars

  4.5/5 (4770)
• Yes Please

  

  From Everand

  Yes Please

  Amy Poehler

  Rating: 4 out of 5 stars

  4/5 (1898)
• Hidden Figures: The American Dream and the Untold Story of the Black Women Mathematicians Who Helped Win the Space Race

  

  From Everand

  Hidden Figures: The American Dream and the Untold Story of the Black Women Mathematicians Who Helped Win the Space Race

  Margot Lee Shetterly

  Rating: 4 out of 5 stars

  4/5 (897)
• A Tree Grows in Brooklyn

  

  From Everand

  A Tree Grows in Brooklyn

  Betty Smith

  Rating: 4.5 out of 5 stars

  4.5/5 (1929)
• The World Is Flat 3.0: A Brief History of the Twenty-first Century

  

  From Everand

  The World Is Flat 3.0: A Brief History of the Twenty-first Century

  Thomas L. Friedman

  Rating: 3.5 out of 5 stars

  3.5/5 (2259)
• The Perks of Being a Wallflower

  

  From Everand

  The Perks of Being a Wallflower

  Stephen Chbosky

  Rating: 4.5 out of 5 stars

  4.5/5 (2104)
• The Little Book of Hygge: Danish Secrets to Happy Living

  

  From Everand

  The Little Book of Hygge: Danish Secrets to Happy Living

  Meik Wiking

  Rating: 3.5 out of 5 stars

  3.5/5 (401)
• The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers

  

  From Everand

  The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers

  Ben Horowitz

  Rating: 4.5 out of 5 stars

  4.5/5 (348)
• The Light Between Oceans: A Novel

  

  From Everand

  The Light Between Oceans: A Novel

  M.L. Stedman

  Rating: 4.5 out of 5 stars

  4.5/5 (789)
• Shoe Dog: A Memoir by the Creator of Nike

  

  From Everand

  Shoe Dog: A Memoir by the Creator of Nike

  Phil Knight

  Rating: 4.5 out of 5 stars

  4.5/5 (540)
• The Unwinding: An Inner History of the New America

  

  From Everand

  The Unwinding: An Inner History of the New America

  George Packer

  Rating: 4 out of 5 stars

  4/5 (45)
• John Adams

  

  From Everand

  John Adams

  David McCullough

  Rating: 4.5 out of 5 stars

  4.5/5 (2409)
• The Emperor of All Maladies: A Biography of Cancer

  

  From Everand

  The Emperor of All Maladies: A Biography of Cancer

  Siddhartha Mukherjee

  Rating: 4.5 out of 5 stars

  4.5/5 (271)
• Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future

  

  From Everand

  Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future

  Ashlee Vance

  Rating: 4.5 out of 5 stars

  4.5/5 (474)
• Little Women

  

  From Everand

  Little Women

  Louisa May Alcott

  Rating: 4 out of 5 stars

  4/5 (104)
• Bad Feminist: Essays

  

  From Everand

  Bad Feminist: Essays

  Roxane Gay

  Rating: 4 out of 5 stars

  4/5 (1018)
• The Outsider: A Novel

  

  From Everand

  The Outsider: A Novel

  Stephen King

  Rating: 4 out of 5 stars

  4/5 (1850)
• The Woman in Cabin 10

  

  From Everand

  The Woman in Cabin 10

  Ruth Ware

  Rating: 3.5 out of 5 stars

  3.5/5 (2522)
• Wolf Hall: A Novel

  

  From Everand

  Wolf Hall: A Novel

  Hilary Mantel

  Rating: 4 out of 5 stars

  4/5 (3811)
• Angela's Ashes: A Memoir

  

  From Everand

  Angela's Ashes: A Memoir

  Frank McCourt

  Rating: 4.5 out of 5 stars

  4.5/5 (441)
• The Constant Gardener: A Novel

  

  From Everand

  The Constant Gardener: A Novel

  John le Carré

  Rating: 3.5 out of 5 stars

  3.5/5 (104)
• Grit: The Power of Passion and Perseverance

  

  From Everand

  Grit: The Power of Passion and Perseverance

  Angela Duckworth

  Rating: 4 out of 5 stars

  4/5 (590)
• Manhattan Beach: A Novel

  

  From Everand

  Manhattan Beach: A Novel

  Jennifer Egan

  Rating: 3.5 out of 5 stars

  3.5/5 (792)
• The Subtle Art of Not Giving a F*ck: A Counterintuitive Approach to Living a Good Life

  

  From Everand

  The Subtle Art of Not Giving a F*ck: A Counterintuitive Approach to Living a Good Life

  Mark Manson

  Rating: 4 out of 5 stars

  4/5 (5814)
• Principles: Life and Work

  

  From Everand

  Principles: Life and Work

  Ray Dalio

  Rating: 4 out of 5 stars

  4/5 (609)
• The Art of Racing in the Rain: A Novel

  

  From Everand

  The Art of Racing in the Rain: A Novel

  Garth Stein

  Rating: 4 out of 5 stars

  4/5 (4203)
• The Gifts of Imperfection: Let Go of Who You Think You're Supposed to Be and Embrace Who You Are

  

  From Everand

  The Gifts of Imperfection: Let Go of Who You Think You're Supposed to Be and Embrace Who You Are

  Brene Brown

  Rating: 4 out of 5 stars

  4/5 (1092)
• Never Split the Difference: Negotiating As If Your Life Depended On It

  

  From Everand

  Never Split the Difference: Negotiating As If Your Life Depended On It

  Chris Voss

  Rating: 4.5 out of 5 stars

  4.5/5 (844)
• The Glass Castle: A Memoir

  

  From Everand

  The Glass Castle: A Memoir

  Jeannette Walls

  Rating: 4.5 out of 5 stars

  4.5/5 (1717)
• Steve Jobs

  

  From Everand

  Steve Jobs

  Walter Isaacson

  Rating: 4.5 out of 5 stars

  4.5/5 (807)
• Slide Bài Giảng Chương 4

  

  Document70 pages

  Slide Bài Giảng Chương 4

  Huy Thai

  No ratings yet
• Slide bài giảng Chương 3

  

  Document34 pages

  Slide bài giảng Chương 3

  Huy Thai

  No ratings yet
• Slide Bài Giảng Quản Trị Marketing 1

  

  Document211 pages

  Slide Bài Giảng Quản Trị Marketing 1

  Huy Thai

  No ratings yet
• Quản Trị Mar

  

  Document1 page

  Quản Trị Mar

  Huy Thai

  No ratings yet