MARKETING CN BAN

(Basic Marketing)
doduckha@yahoo.com Bin son: c Kh

NI DUNG
Chng I: Ni dung, ban cht va quy trinh marketing Chng II: Mi trng marketing Chng III: Hanh vi khach hang Chng IV: Phn on th trng, la chn th trng mc tiu Chng V: nh v Chng VI: Chin lc san phm Chng VII: Chin lc gia Chng VIII: chin lc phn phi Chng IX: Chin lc chiu th
2

TI LIU THAM KHO

1. Phan inh Quyn & ctg (2009), Marketing cn ban, bai giang Khoa Kinh t- Lut, HQG TPHCM. 2. Nguyn inh Tho- Nguyn Thi Mai Trang (2003), Nguyn ly marketing, NXB ai hoc Quc gia TP HCM 3. Philip Kotler (2004), Nhng nguyn ly tip th, 2 tp, NXB Thng k. 4. Philip Kotler- Gary Armstrong (2006), Principles of Marketing, Eleventh edition, Pearson international Edition. 5. Philip Kotler (2006), Marketing management. Twelth edition.
3

TI LIU THAM KHO

www.thuonghieuviet.com www.bwportal.com; www.unicom.com.vn www.lantabrand.com; www.logovietnam.vn http://www.business.gov.vn www.marketingchienluoc.com www.tamnhin.com
www.css.edu/USERS/salwan/Mgt3550/OB11_01in.ppt
Ti nghe th ti qun Ti nhn th ti nh Ti lm th ti hiu Khng T

CHNG I : NI DUNG, BAN CHT VA QUY TRINH MARKETING

Xem xet cac tinh hung sau: Xe my ca hng WMEP thm nhp th trung H Ni ? Bia heineken v th trung M ? KFC? Xe Potinac (2004, Oprah Winfrey) Viettel mobile

???

Ph 24
5

1.1 Nhng c im mi ca nn kinh t trong thi ai toan cu hoa va nhim vu ca marketing 1.1.1 Nhng c im ca toan cu hoa
-

S bung n ca Internet. K thut s hoa va kt ni toan cu Khac bit hoa, khach hang hoa va ca nhn hoa Loai hinh trung gian mi (Websites)

1.1.2 Nhng khuynh hng ap ng va iu chinh ca marketing

-

Thc hin trit ly marketing quan h (Customer relationship marketing), tp trung vao nhom khach hang co li nht. Chuyn trong tm t th phn san phm (Market share) sang th phn khach hang (customer share), t s lng sang khai thac chiu su. Vi du: Du lch Thailand
7

1.1.2 Nhng khuynh hng ap ng va iu chinh ca marketing

-

T ch cung ng mt gia tr duy nht sang cung ng mt nhom cac gia tr Thc hin truyn thng tich hp a phng tin kt hp xy dng vn hoa doanh nghip.

Trit l kinh doanh theo quan im Marketing

Marketing khng ch l mt chc nng kinh doanh, n l mt trit l bao trm mi chc nng khc - Mi n lc ca cc c nhn v cc b phn phi hng n s hi lng, tha mn ca khch hng. - Thay i c cu t chc qun l theo hng khch hng, phc v khch hng.

VD: B phn chm sc khch hng ca Viettell

9

M hnh i mi c cu t chc theo quan dim marketing: tt c v phc v khch hng

Khch hng

cao
TRUNG

thp
Khch hng

thp trung cao

10

1.1.3 VAI TRO CA MARKETING

Cc doanh nghip phai giai p cc cu hi : 1/ Tai sao van e khach hang tr thanh van e quan trong nhat cua mot doanh nghiep? B phn no trong doanh nghip nghin cu v a ra cc chin lc , chnh sch v khch hng?

2/ Li th cnh tranh v chin lc cnh tranh ca doanh nghip xut pht t c s no? Ngun vn kinh doanh ln nht ca doanh nghip l g?
11

1.2. LCH S HNH THNH V PHT TRIN CA MARKETING

Mm mng t thi c i Hy lp, La M, Trung Quc, Ai cp 1650 Mitsui mt thng gia Nht a a ra cac sang kien Marketing. Cyrus ,C Lormick la ngi au tien phng Tay a a ra cac sang kien marketing nh: phan biet th trng ve phat trien san pham va chnh sach nh gia.

12

Lich s hnh thnh (tip)

* 1902 thut ng Marketing c s dung ln u tien tai ai

* T 1910 tt ca cac trng ai hoc tng hp quan trong ca My a a Marketing vao chng trnh giang day * Thi gian: 1914-1938: marketing c giang day cac nuc noi ting Anh.
hoc Tng hp Michigan (M)

13

Lich s hnh thnh (tip)

Sau chin tranh th gii ln 2, M c ph bin M, tay Au, Nht Ban. Ngay nay M c giang day hu ht cac trng ai hoc ln tren th gii. T khi ra i n trc 1945: Marketing truyn thng. T sau 1945 n nay: Marketing hin ai

14

1.3 Marketing truyn thng v hin i

1 8

2 7

3 6

4 5

Marketing truyn thng: 1,2,3,4 1: Nghin cu th trng, pht hin nhu cu

2: Lp k hoch cung ng sn phm, dch v 3: Chun b cung ng sn phm, dch v 4: Cung ng (tiu th)
15

Marketing hin i

5: Dch v hu mi 6: Thm do phn ng ca khch hng 7: Qun l kinh nghim (tri nghim ca khch), qun l khch hng 8: iu chnh chin lc cung ng sn phm; dch v

Marketing hin i: T 1 n 8

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1.4 Cac khai nim ct loi ca Marketing

1.4.1 Nhu cu (Needs)
1.4.1.1 Khai nim: o la trang thai thiu thn mt cai gi o ma con ngi cam nhn c va oi hoi phai c thoa man. -Nhu cu nay xut phat t nhng nguyn nhn tm sinh ly quy nh Mt phn tt yu cua cuc sng- Lavie 1.4.1.2 Ba loai nhu cu: cu hin hu; cu tim n; cu phi thai
17

Cu hin hu (Existing)
La dang cu hin tai ma doanh nghip ang cung ng va tha man cho khach hang. Cu tim n (Latent): la dang cu se xut hin nu san phm c tung ra th trng. Khi san phm c tung ra thi cu nay c tha man va tr thanh cu hin hu. Cu phi thai (Incipient): Xut hin khi nay sinh vn t kinh t, xa hi, chinh tr, tn giao, v.v tao ra. Vi du: gia xng tng se co nhu cu mua xe tit kim xng.
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1.4.1.3 Cac mc cua nhu cu

Nhu cu c noi ra, th l: la li trinh bay mong mun ca khach hang khi mua hang: Ti cn.., ti mun Nhu cu tht s: ng c thc s nm phia sau li phat biu. o la nhng li ich ct loi ca san phm dch vu ma khach hang mun co. Nhu cu cha c nu ra: vi du mong i ca khach hang i vi ngi ban. Nhu cu thich thu: Nhng li ich va dch vu phu thm ngoai tha thun mua ban. Nhu cu bi mt: sanh iu, co a v, tre trung,v.v
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1.4.2 c mun (Wants)

L nhu cu t nhin c dang c th, i hi c p ng bng mt hnh thc c th, ph hp vi cc iu kin vn ha, nhn thc, tnh cch, hnh vi ca con ngui
Revlon: Dng son ny bn tr hn 5 tui

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1.4.3. Nhu cu c kha nng thanh tan (DEMANDS )

Ngui tiu dng khi la chn hng ha cn cn nhc ti kha nng mua (thanh tan), h s la chn nhng san phm no thoa mn tt nht nhu cu cua h da trn kha nng thanh tan. Nghin cu nhu cu c kha nng thanh tan uc coi l vn d c ban, quan trng cua hoat dng Marketing. iu ny cng ph hp vi mc tiu cua doanh nghip l li nhun.
21

1.4.3.1 Cu m (Negative demand)

Khach hang khng thich san phm, thm chi tim cach tranh ne. Vi du mua bao him, tim nga..

1.4.3.2 Cu bng khng (No demand)

Co th do khach hang khng nhn bit hoc khng co s quan tm i vi san phm. Vi du may ra rau bng ozone.

1.4.3.3 Cu tim n (latent demand): c mun tim n v nhng san phm cha co trn thi trng.
22

1.4.3.4 Cu khng u (Irregular demand)

Sc mua thay i theo mua vu, chu ky.

1.4.3.5 Cu y (full demand) San phm c tiu thu mc cao va n nh. 1.4.3.6 Cu vt mc (Overfull demand): mc cu vt qua kha nng cung ng. Doanh nghip co th tng gia, giam khuyn mai. 1.4.3.7 Cu i vi nhng san phm gy anh hng xu: thuc la, ma tuy. Nha marketing co th dung quang cao gy s hai
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1.4.4. San phm (Products)

1.4.4.1 Khi nim Mt san phm la mt th gi o co th c cung
ng ra th trung thoa man mt nhu cu hay c mun nao o(Philip Kotler (2003), Marketing management, Prentice Hall, p 407)

San phm la cung cp cho khach hang bao gm: san phm cu th, san phm tm ly va s trai nghim. San phm gm: San phm vt cht, dch vu, ni chn, a danh, con ngui, t chc, tung, kinh nghim, thong tin.v.v

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1.4.4.1 Khi nim (tip)

San phm chi la mt cng cu giai quyt mt vn ca khach hang. Khach hang khng chi n thun mua mt san phm vt cht, ho mua mt tp hp s tha man nhu cu i vi ho

25

1.4.4.2 Cc cp ca san phm (product levels)

5 4 3 2 1 2

1. Li ch ct li 2. Sn phm c bn (c th) 3. Sn phm trng i 4. Sn phm gia tng 5. Sn phm tim nng
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Vi du v li ich ct loi
Siu th METRO

* Quang cao ca Revlon ; xe hi Roll-Royce; Bao him Prudential; A.I.A; May git Electrolux; Ca ph Trung nguyn; Du gi Dove; Giay dep Bitis
27

Giai phap kinh doanh Phong cach chuyn nghip Gia ca canh tranh i tac hoan hao

Bi tp: lm r cc cp ca sn phm
Dch v ngn hng
SP ct li SP c bn SP trng i Sp gia tng -------------------------------------------------

My vi tnh
----------------------------------

Sp tim nng ------------

---------------------

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- M ch xut hin khi ngui ta quyt inh tha mn

1.4.5.Trao i (Exchange)

nhu cu thong qua qu trnh trao i. - Mc tiu ca hoat ng marketing l lm cho qu trnh trao i din ra, lu gi c khch hang, xy dng mi quan h bn vng vi khch hang, thng qua vic em lai gi tri vt tri.

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1.4.6.TH TRUNG (MARKET)

1.4.6.1 Khi nim: Th trung bao gm tt c

khch hng thc t v tim nng cng c mt nhu cu hay uc mun v c kh nng tham gia trao i tha mn nhu cu v uc mun no .

30

1.4.6.2 Phn loai th trung

Th trung theo a dim (marketplace) La ni n mt ia im theo ia l nao , nh mua sm tai ca hang, siu thi. Th trung khng gian (marketspace) La ni n thi trung s dng k thut s, nh mua sm trn Internet. Th trng tng hp hay siu th trng (metamarket): bao gm cac san phm hay dch vu co lin h vi nhau, b sung cho nhau cung phuc vu nhu cu khach hang.

31

1.4.6.2 Phn loai th trung

Th trung ngi tiu dung Th trung doanh nghip (cng nghip) Th trng toan cu Th trng chinh ph Th trng cac t chc phi li nhun

32

1.4.7 Khai nim Marketing

Philip Kotler cho rng: marketing chinh la quan tr cac mi quan h khach hang kha li- marketing is managing profitable customer relationships) Marketing la mt qua trinh cac cng ty sang tao ra gia tr cho khach hang va xy dng mi quan h vng chc vi khach hang thu c gia tr t khach hang

33

Khai nim Marketing

Marketing l mi hoat ng nhm pht hin ra nhu cu v thoa mn nhu cu cua khch hng mt cch khc bit, ni tri hn i thu canh tranh, thng qua at uc mc tiu cua doanh nghip

34

Khai nim Marketing

-Marketing l khoa hc va ngh thut nhm tim ra, thu hut, lu gi va phat trin khach hang kha li. - Nhim v cua giam c marketing la: tim ra (find), thu hut (attract), gi (keep) va phat trin (grow) khach hang mc tiu thng qua vic sang tao (creation), quang ba (communication) va em lai (delivering) gia tr vt tri cho h so vi i thu.

35

1.4.8. Gia tr, chi ph va s thoa man

1.4.8.1 Gi tr

Gi tri tiu dng i vi san phm l s nh gi ca ngui tiu dng v kha nang ca n trong vic tha mn nhng nhu cu v uc mun i vi ho. San phm no c ngui tiu dng nh gi cao (c gi tri cao) s c c hi thi trung cng ln.
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Gia tr khach hang cam nhn c

Gia tr = li ich/phi tn (chi phi)
li ich chc nng (li ich ly tinh) + li ich cam tinh Phi tn tin bac (tin mua san phm)+ phi tn thi gian+ phi tn nng lng + phi tn tinh thn

37

1.4.8.2 Chi ph (Costs)

Khi nh gi gi tr ca sn phm, ngui tiu dng lun lun quan tm ti gi c, tc chi ph m h phi b ra. Theo quan im tiu dng: chi ph i vi cc loi hng ha l cc hao tn m ngui tiu dng phi b ra d c uc nhng li ch do tiu dng hng ho mang li (chi ph c hi)

38

1.4.8.3 S thoa mn (satisfaction)

Khi nh gi c gi tri tiu dng va chi ph b ra, khch hang s la chon nhng san phm nao tha mn tt nht nhu cu mong mun ca ho. Tha mn l mc ca trang thi cam gic ca ngui tiu dng bt ngun t vic so snh kt qua thu uc t vic tiu dng san phm, so vi nhng k vong mong mun ca ho. Cu chuyn ci cn (Trung quc) T ph L Gia Thnh (Hongkong)
39

Satisfaction
- Kt qua thu c < Ky vong : Bt man (dissatisfaction) - Kt qua thu c = Ky vong : Thoa man (satisfaction) - Kt qua thu c > Ky vong: Rt hai long, thoa man cao (delight)

(Exceed your customers expectations)

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Tho mn (tip)

Cung cp cho khch hng ca bn t nht mt dch v m h khng th tm bt k u khc (Offer your customers at least one service they
can not get anywhere else)

Bn hng c c khch hng; dch v gi h (Sales gets customers; service keeps them) dch v khch hng l cng vic ca mi ngui (Customer service is everyones job) Khch hng mun cc giai php ch khng phai li xin li (Customers want solutions, not excuses)
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1.4.8.4 Kt qua cua vic thoa man

Tao c va duy tri long trung thanh cua khach hang (Creating customer loyalty and retention) Tao c thi phn khach hang (creating share
of customer)

Tao c tai san khach hang. (creating

customer equity)

42

Tai san khach hang

Tai san khach hang la tng th cac gia tri tron i cua tt ca khach hang mang lai cho doanh nghip. Doanh nghip cn phai la chon khach hang mt cach co chon loc, co th phuc vu tt va co th thu c li nhun (profitable customers)

43

Thi phn khach hang

-

La phn mua cua khach hang ma cng ty co c trong cac chung loai san phm cua no. Doanh nghip co th phn loai khach hang theo: kim cng; vang; ng; chi Khai thac chiu su khach hang kim cng, vang

44

Li th canh tranh
Li th canh tranh
Thoa man khch hng
cht lng vt tri dch vu khach hng hao hang Khac bit hoa

Gia tri khach hng cam nhn c

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1.5 Trit ly quan tr marketing

(trang 14, 15)

1.5.1 Quan im san xut 1.5.2 Quan im san phm 1.5.3 Quan im ban hang 1.5.4 Quan im marketing 1.5.5 Quan im marketing xa hi 1.5.6 Quan im marketing quan h 1.5.7 Xy dng mi quan h vng chc vi khach hang
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1.6 Marketing hon hp-Marketing Mix

4P va 7P

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1.7 Quan im mi v marketing

-

Quan nim v 4P ca Jerome McCarthy-i hc Michigan (1964), la quan im ca nha san xut. Bob Lauterborn, James L.Knight-i hc North Carolina a ra 4C theo quan im khach hang. * C1: Consumer solution: nhu cu va mun ca ngi tiu dng (thay cho Product) * C2: Cost: Chi ph (thay cho Price) * C3: Convenience:Tin li (thay cho Place) *C4: Communication: truyn t (thay cho Ad)

- Chin lc marketing la kim tra tng ch P s cho

thy lam sao c th to ra nhng thay i cho php doanh nghip cai thin tng ch C

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1.8 ao c marketing (trang 18, 19)

-

Tranh quang cao di tra, sai s tht Cac chun mc chung v ao c trong marketing. Cac gia tri ao c + Trach nhim + Cng bng + Tn trong

49

CHNG II : MOI TRNG MARKETING

(marketing environment)

Doanh nghip tn tai v pht trin phu thuc vo

kha nng thch ng ca n i vi cc iu kin ca mi trng.

50

2.1 MI TRUNG VI M
Doanh nghip Cc trung gian Mar Khch hng

Nhng nh cung cp

i th cnh tranh

Cng chng va cac t chc x hi

51

2.1.1 Nhng nh cung cp (suppliers)

L cc doanh nghip v cc c nhn cung cp cc yu t u vo ca qu trnh san xut kinh doanh cho doanh nghip v cc i th canh tranh. Nh qun tr marketing phi quan tm nhng thng tin ca cc nh cung cp nh: S lung, cht lung, gi c, thi gian cung ng, thi d hp tc...
52

2.1.2 Ni b doanh nghip

y l yu t quyt nh thnh cng ca hot ng marketing v :

- Yu t bn trong tao ra sc manh canh tranh ca doanh nghip - Hoat ng M ph thuc vo tm nhn quan l, ng li, mc tiu kinh doanh v s gn kt gia cc b phn v nhn vin, vn ha doanh nghip
53

(Cach gi ca sng ca ngui Nht)

2.1.3 i thu canh tranh (competitor)

C 4 cp canh tranh a/ Canh tranh theo nhu cu mong mun: C mt khoan thu nhp no o, khch hng c th dng vo nhiu nhu cu mong mun khc nhau.

54

i thu (tip )
b/ Cnh tranh gia nhiu loi sn phm khc nhau cng tha mn mt nhu cu mong mun V d: Phng tien giao thong hay giai tr c/ Cnh tranh trong cng loi sn phm V d: Cc loi ruu hay bia d/ Cnh tranh gia cc nhn hiu khc nhau V d: Bia heineken v Saigon Tivi sony v Panasonic

55

2.1.4 Trung gian Marketing (marketing intermediary)

L cc t chc doanh nghip, c nhn, ai l lm nhim v quan l, iu hnh, tiu th san phm, tu vn kinh doanh, tm kim khch hng cho doanh nghip v i th canh tranh Trung gian gip doanh nghip chim lnh thi trung mc tiu

56

2.1.5 Khch hng (customer)

Hiu bit v khch hng-vn then cht ca hat dng marketing. Nhu cu khch hng tn tai c lp, bin di khong ngng, chi phi toan b hoat dng Marketing ca doanh nghip. Nhu cu ca khch hng ngy nay: Thch s a dang, khc bit, yu t tinh thn c cao
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Khch hng ( Tip theo)

Nhu cu khch hng tp trung nm loi th trung Th trung ngui tiu dng: C nhn, h gia nh, tp th mua hng tiu dng.

Th trung ngui tiu dng cng nghip

(th trung cc yu t sn xut)

58

Khch hng (Tip theo)

Th trng bun bn trung gian : Gm cc

Th trng cc t chc chnh tr, tn gio

hng bun, i l mua hng d bn li kim li.

Phc v cho qun l, an ninh quc gia v phc v cc cng ng tn gio.

59

Th trung quc t
Bao gm th trung quc t v khu vc
Russia Japan

China Indian

Taiwan
Hongkong Philippin

Indonesia

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2.1.6 Cng chng v cc t chc cng cng

* Gii ti chnh: l ni cung cp ngun vn cho doanh nghip: ngn hng, cc t chc ti chnh, c dng,v.v * Cc phng tin thng tin ai chng Bo ch, di pht thanh, truyn hnh, c anh hung rt ln ti hoat ng ca doanh nghip.

61

Cc t chc khc
* Cc t chc c quan chnh quyn, h thng lut php, c quan kim toan, kim tra cht lng san phmla nhng t chc rng buc hoat ng marketing. * Cc t chc qun chng trc tip: Hi bao v ngui tiu dng, bao v mi trng, can thip vo cc hoat dng marketing.

62

Du lun x hi c th tt, xu, ng h hay ty chay cc san phm ca doanh nghip cung nhu vic trin khai cc hoat dng marketing. * Cn b CNV trong ni b doanh nghip Thi d, tinh thn trch nhim vi cng vic, thi phc v khch hng anh hung trc tip hoat ng M ca cc doanh nghip. - Omura Ketsubi ti cng ty vn phng phm Furashi (Nht)

D lun x hi

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2.2 Moi trng v mo

2.2.1 Nhn t kinh t (economic factors) Th hin qua tc tng trung kinh t, thu nhp dn c, c cu ngnh vng kinh t, tao ra sc hp dn ca thi trung - Cc yu t khc nhu: thu nhp, s thch, thoi quen, ieu kin pht trin kinh t, lam pht, quan h kinh t quc t
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2.2.2 Nhn khu (demographic factors)

Lin quan trc tip n th trng va nhu cu ca khach hang: M rng hay thu hp S thay i v c cu tui tac, nhu cu, s thich, thoi quen v san phm dch vu. Qua trinh th hoa, Quy m h gia inh, nn giao duc phat trin,..anh hung n Marketing
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2.2.3 Mi trng t nhin

Bao gm cc yu t anh hung nhiu mt ti cc ngun lc u vo: Tnh trang o nhim moi trng, cht thai cong nghip, moi trung t nhin b ph hy Han hn, lut li, bo, ong at, song than Cc chnh sch bao v moi trng ca chnh ph

66

2.2.4 Mi trng khoa hoc-k thut

L nhng nhn t tao ra san phm mi, thi trung mi, nhu cu mi Vng i san phm thay i do s tc ng ca KH-KT. Cc doanh nghip phai tnh toan trong viec chuyen giao cong nghe mi.

67

2.2.5 Mi trng chinh tr

* Nh nuc dng cc b lut quy nh sn xut, tiu chun cht lng, tiu th, ngha v ca doanh nghip. Cc cng c qun l v m: ti chnh, tin t, xut nhp khu, v.v. 2.2.5.1 Cac yu t chinh tr:
- Th ch chinh tr va tinh n nh ca no. - Thai ca cac ang phai i vi kinh doanh. - Quan h vi cac quc gia khac
68

2.2.5.2 Lut phap

H thng lut phap hin tai Cac vn ban lut va di lut. Cac iu chinh ca lut phap 2.2.5.3 Chinh phu

C cu chinh phu t trung ng n a phng. H thng hanh chinh

69

2.2.6 Mi trng vn ha
* Nhng gi tr vn ha truyn thng nh hung ti hnh vi mua sm v tiu dng ca khch hng. * Giao lu vn ha gia cc dn tc.

70

2.3 Nghin cu marketing

2.3.1 H thng thng tin tip th Mt tp hp gm con ngi, my mc thit b nhm thu thp,phn tch, nh gi v cung cp cc thng tin cn thit cho nh qun tr ra cc quyt nh c lin quan.

71

2.3.2 Xy dng h thng thng tin

2.3.2.1 Ngun thng tin - Ngun ni b: bn trong doanh nghip - Tnh bo tip th: khai thc thng tin t bn ngoi thng qua lc lng bn hng; i l; ngi bo hnh; thu mn bn ngoi. - Nghin cu tip th

72

2.3.2.2 Nghin cu marketing

( oc tai liu trang 26-28)

Khi nim L qu trnh thu thp, ghi chp phn tch x l thng tin th trng, cung cp cho nh qun tr M nhng thng tin trong vic ra quyt nh lin quan ti hot ng Marketing.

73

Vai tr ca nghin cu Marketing

Cung cp nhng thng tin quan trong:

Tm hiu thi ca ngi tiu dng i vi san phm ca doanh nghip. Tm hiu hiu qua ca quang co Mun tung san phm mi ra thi trng. Mun thm nhp vo thi trng mi Tm hiu i th canh tranh . VD : NC ca Yamaha; Komatsu
74

i tng nghin cu Marketing

Nghin cu ngi tiu dng * Nhm tm ra cc c tnh ca ngi tiu dng v s thch, thi quen,thi ca h trc nhng kch thch M. V d : Nghin cu hnh vi mua ca hng Nestle v sn phm c ph dng ngay. - NC cu Pepsi ; Xe hi cu hng Fox
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Nghin cu th trng
Nhm d bo kh nng tiu th sn phm, s thch ng cu sn phm. NC s lng ngi tiu th (sc mua) Th phn cu doanh nghip Xu hng bin ng cu th trng Chu k i sng cu sn phm Nghin cu i th cnh tranh: Tm ra im mnh, yu ca i th

76

Ngun thng tin trong nghin cu

Ngun thng tin th cp Cc s liu bo co v doanh s bn, li tc, cc vn ban y l ngun c sn d khai thc, phong ph a dang, chi ph thp.

Ngun S cp: Thu thp trc tip t i tng nghin cu qua phng vn, iu tra, ng gia iu tra phng vn bng bang cu hi ( Questionnairy) Ngun Eye Vision

77

Chng III: Hnh vi khch hng v nh hng hot ng marketing

3.1 Th trung ngui tiu dng v hnh vi mua ca ngui tiu dng 3.1.1 Ngui tiu dng: L nhng ngui mua sm hng ha cho tiu dng c nhn, gia nh hay mt nhm ngui, tho mn nhu cu hay mong mun no .

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c trng
* C quy m ln v thng xuyn tng ln nhanh chng,to ra c hi v e da ht sc ln cho hot ng Marketing ca doanh nghip. Khch hng rt khc nhau v tui tc,gii tnh, s thch,to nn s phong ph a dng v nhu cu,c mun trong vic mua sm v s dng hng ha.
79

c trng
* Mua sm v s dng hng ha mang tnh cch c nhn. Mua sm hng ha i vi h khng ch l tiu dng m cn mang nhiu ngha khc nh "ngh thut sng" hay th hin mnh trc ngi khc.

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3.1.2 Cc yu t nh hng n hnh vi mua ca ngi tiu dng 3.1.2.1 Hnh vi ca ngi tiu dng L hnh vi ca con ngi bc l trong qu trnh tm kim, mua sm, s dng, nh gi v chi tiu hng ho hay dich v thoa mn nhu cu ca mnh. * Nghin cu hnh vi chnh l vic tm hiu cch thc m mi ngi tiu dng s thc hin trong vic a ra cc quyt inh s dng ti san ca ho (tin bac v thi gian) mua sm v s dng hng ha.
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3.1.2.2 M hnh hnh vi khch hng

Hp en ca khch hng ap tra ca Khch hng Chon san phm Chon nhan hiu Chon nha PP Thi gian mua Khi lung mua

Kch thch Kch thch Marketing Khc

San phm Kinh t Gi Cng ngh a im Chinh tr Thuc dy Vn hoa

Cac dc im ca khch hng

Tin trnh quyt dnh mua

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3.1.2.3 Yu t vn hoa
* Vn ha thng c hiu l mt h

thng nhng gi tr ,c tin, truyn thng v cc chun mc hnh vi * Vn hoa tac ng n hanh vi mua v: s thich, thoi quen, cach la chon hang hoa, iu kin mua hang, thanh toan, oi hi cach ng x t phia ngi ban hang
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Nhanh vn hoa

Cac nhom dn tc, chng tc, tn giao khac nhau hinh thanh cac nhanh vn hoa. Nhanh vn hoa tac ng ro net n hanh vi mua. Vi du cng ng ngi Hoa, Do Thai nc ngoai

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a v giai tng x hi
- Nhng ngi cng c chung mt giai tng x

hi c khuynh hng ng x ging nhau v : hng ha, nhn hiu, la chn a im mua, phng thc dch v.. Nh hot ng M coi giai tng x hi l mt tiu thc quan trng phn khc th trng V d : xy dng sn golf, hng phng khch sn, v my bay, ca hng thi trang..
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3.1.2.4 Cac yu t xa hi
a. Nhom tham khao: La nhng nhom co anh hng trc tip hoc gian tip n thai , hanh vi ca khach hang trong vic mua sm va tiu dung san phm/dch vu. L nhng nhm m c nhn tham kho hnh thnh thi , quan im khi mua v tiu dng hng ha

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Nhom hi vin

Con goi la nhom thn thuc ma ban thn khach hang la mt thanh vin gn kt trong o. Nhom hi vin bao gm: gia inh, ban be, ngi thn, lang ging, ng nghip, hip hi, oan th

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Nhom ngng m

La nhom ma khach hang yu thich, tan dng, ngng m i khi la thn tng ca ho. Khach hang rt mun ng x ging nh nhom nay trong vic mua sm va tiu dung hang hoa.

Nhom ty chay (bt ng)

La nhom ma khach hang ghet, phan bac hoc ty chay

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b.Gia inh
* L yu t nh hng rt ln ti tiu dng hng ha. * Gia nh l trung tm tiu dng hng ha. * Vai tr ca ngi chng, v trong gia nh Thng thng ngi no to ra thu nhp ch yu ngi s ng vai tr quyt nh trong vic mua sm, chi tiu.
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3.1.2.5 Cac yu t thuc c nhn

(Tai liu trang 31-32)

C nhn c vai tr nht inh trong nhm v x hi. V vy hoat ng mua sm ca c nhn anh hng ln ti nhm.

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Tui tac, ng i
tui khc nhau mua sm v phong cch tiu dng khc nhau.

Ngh nghip: Mi ngh nghip c nhu cu v

hng ho dich v khc nhau , tao ra li sng, tc phong ring. V vy la chon hng ha, tiu dng mi ngh nghip c nhng c trng ring
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Li sng
* Li sng gn vi ngun gc x hi, vn ho, ngh nghip, tnh trang kinh t, hon canh gia inh. * Li sng khc nhau mua sm hng ho v tiu xi khc nhau.

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Hon canh kinh t

* Khi mua hng ha dich v, ngi tiu dng chiu anh hng bi:Kha nng thanh ton v gi ca hng ho dich v. Kha nng thanh ton: thu nhp, tit kim, kha nng i vay, quan im chi tiu tch lu.

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Hon canh kinh t (tip)

* Ngi ngho nhu cu v hng ho nhay cam v thu nhp hn ngi giu. * Hng ho xa x c nhay cam v thu nhp ln hn hng ha thit yu.

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Phong cach song va phong cach tieu thu

Thch hng thu
21 %

Xai tien Phien lu

25%

Tiet kiem chng mc

12% 19%

23%

Khac kho

3.1.2.6 Nhng yu t thuc v tm l

3.1.2.6.1 ng c - L nhu cu a tr nn bc thit n mc buc con ngi phai hnh ng thoa mn n. - V ban cht ng c l ng lc thc y con ngi hnh ng thoa mn mt nhu cu hay c mun no o v vt cht hay tinh thn. - C s hnh thnh ng c chnh l nhu cu.
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a.Ly thuyt ng c ca Freud

Freud cho rng con ngi i khi khng y thc y nhng lc lng tm ly chi phi hanh vi ca minh. Ho co nhiu nhu cu, c mun b e nen dang v thc. Nhng nhu cu nay khng mt i nu cha c tha man. No th hin s noi l li, s lo u am anh, trong gic m.. Nha quan tr cn co cac k thut kham pha nhng nhu cu tim n trong khach hang, pha v nhng rao can tm ly, thng qua o kich thich tiu thu.
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b. Ly thuyt ng c va thang nhu cu ca Arbaham Maslow

T

hon thin ban thn c tn trong, c cng nhn, c ia vi xa hoi Nhu cu x hi: yu thng Nhu cu an ton: c bao v Nhu cu sinh l c ban: n, mc ,, i lai

98

3.1.2.6.2 Nhn thc

(trang 34)

Nhn thc la mt qua trinh tip thu co chon loc: Do co qua nhiu thng tin gy nhiu, nn con ngi chi chu y nhiu n nhng thng tin co lin quan n nhu cu ca ho. Thng tin b bin dang trong qua trinh nhn thc Khach hang co xu hng giai thich thng tin theo y ring, phong ai vn . Nhn thc la qua trinh ghi nh co chon loc: Khach hang chi ghi nh nhng thng tin nao phu hp vi ho nht.
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3.1.2.6.3 Kinh nghim

(trang 34)

Nhng s thay i, cn nhc ca khach hang trong hanh vi mua sm xut phat t kinh nghim ca ho. Kinh nghim xut hin thng qua s tac ng qua lai gia s thi thuc, cac tac nhn kich thich, nhng tac nhn gi y, s ap ng va s cng c

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3.1.2.6.4 Nim tin v thi

(trang 35)

Nim tin co c da trn kinh nghim mua, s dung san phm/dch vu, la s so sanh gia kt qua nhn c khi mua so vi nhng ky vong mong mun. Thai th hin s anh gia va hanh ng i vi san phm/dch vu ca cng ty.

101

3.1.3 Qu trnh ra quyt nh mua

(trang 36-37)

3.1.3.1 Nhng ngui anh hung

Qu trnh mua

Ngui khi xung

Ngui anh hung

Ngui quyt dnh

Ngui mua

Ngui s dng

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3.1.3.2 Qu trnh ra quyt inh mua

Nhn bit vn d

Thu thp thng tin

nh gi cc la chn thay th

ua ra la chn cui cng

Thi d sau khi mua

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Cc knh thng tin anh hng n quyt nh mua hng

(Tap ch marketing, s 21, ngy 10.01.2006)

Kha c Ho i ch Ng i ba n ha ng gi i thie u Ng i quen gi i thie u Kinh nghie m ba n tha n Qua ng ca o 0%

2.35% 6.63% 10.23% 19.04% 23.31% 38.44%

10%

20%

30%

40%

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3.1.4 Qu trnh mua i vi sn phm mi (trang 39)

3.1.4.1 Cac giai oan chp nhn san phm mi Nhn bit: co th bit nhng thiu thng tin v sp Quan tm: b kich thich, i tim kim thng tin anh gia: Cn nhc co nn dung th hay khng Dung th: mua va dung th Chp nhn: sau khi co kinh nghim t dung th, khach hang quyt nh mua va dung
105

3.1.4.2 Nhng tc ng ca sn phm mi i vi qu trnh chp nhn (p.39)

Li th tng i: s vt tri ca san phm mi Tinh tng thich: phu hp th hiu, thoi quen Tinh phc tap: kho hay d dang tromng s dung Tinh kha phn: Khach hang co th dung th mc nao o hay khng Kha nng truyn at: co th d dang nhn bit kt qua khi s dung hay truyn at cho ngi khac
106

3.1.4.3 Cc dng chp nhn sn phm mi

Ngi khai pha: ngi thich cai mi Ngi chp nhn sm: thich cai mi va i sau ngi khai pha. a s sm: i sau ngi chp nhn sm, s lng ln. a s mun: chp nhn sau khi a dung th va thy nhiu ngi s dung Ngi chm tr: chi chp nhn khi san phm a qua thnh hanh
107

3.1.4.4 Cc dng hnh vi mua sm (p.40)

Mc cn nhc
Cao Thp

Mc khac bit gia cac thng hiu

Cao

Hnh vi mua phc tap

Tm kim s a dang

Thp

Mua it so sanh

Mua theo thi quen

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3.2 Th trng t liu sn xut v hnh vi mua sm ca cc doanh nghip

3.2.1 Khai nim: Th trng t liu san xut la th trng ca ca nhng ngi mua san phm hay dch vu san xut , ban, cho thu hay cung ng cho ngi khac. 3.2.2 c im 3.2.2.1 Quy m: dung lng ln, danh muc san phm va lu lng tin t chu chuyn rt ln

109

3.2.2.2 Kt cu th trng

S lng ngi mua it nhng khi lng mua ln. Mi quan h gia ngi mua va ban rt cht che, hp tac lu dai. Tp trung theo vung a ly Cu mang tinh th phat: Bt ngun t nhu cu th trng t liu tiu dung. Co cu co gian thp v gia va it co gian trong ngn han so vi th trng tiu dung. Cu v t liu SX bin ng manh
110

3.2.3 Hnh vi mua v cc yu t nh hng (p.42; 43)

3.2.3.1 Cac dang hanh vi mua Mua lp lai, khng iu chinh Mua lp lai co iu chinh Mua cho nhng nhim vu mi 3.2.3.2 Cac yu t anh hng n hanh vi mua Nhng yu t thuc v mi trng Mua sm phu thuc vao tinh hinh san xut, tng trng kinh t, bin ng nguyn nhin vt liu va chinh sach bao v mi trng

111

3.2.3.2 Cac yu t anh hng n hanh vi mua (p.42; 43)

Nhng yu t thuc ni b doanh nghip: Muc tiu, ng li, chinh sach kinh doanh va h thng ra quyt nh Nhng yu t thuc v quan h ca nhn va ca nhn: mi quan h, a v, quyn han, trong mi quan h ca nhn va c tinh ca tng ca nhn nh s thgic1h, tgho1i quen, nhn thc, nhn cach..

112

3.2.4 Nhng ngi quyt nh mua sm

Ngi s dung Ngi anh hng Ngi quyt nh Ngi chp thun, ph duyt Ngi thc hin mua Ngi gac ca

113

3.2.5 Cac bc ra quyt nh mua sm (p.43; 44)

Nhn dang nhu cu M ta tng quat v nhu cu Xac nh c im va s lng san phm Tim nha cung ng tim nng Nhn va phn tich cac n chao hang ca cac nha cung ng tim nng anh gia va la chon nha cung ng Xac nh phng thc t va giao hang anh gia sau khi mua 114

Ritz-Carlton
Cu 1: Li th canh tranh - Cht lng vt tri - Dch vu hao hang - Khac bit, i th kho bt chc
Thoa man khach hng cao (95%)

115

Ritz-Carlton
Cu 2: Phng chm hoat ng Tai sao phai co phng chm hoat ng? - Khach hang c chm soc nh vua khi n vi Ritz, ap ng moi nhu cu ca khach hang du la nh nht. - Tt ca moi nhn vin u c quan trit v phng chm nay, du o la ai, cp quan ly nao - No thc hin phng chm o bng cach: ha it, lam nhiu, tao ra delight cho khach hang
116

Ritz-Carlton
Cu 3: tao sao Ritz c bit quan tm n nhn vin ca no? Vi: 1. Nhn vin la ngi thc hin cac phng chm, ng li kinh doanh. S thanh cng hay tht bai phu thuc vao ho. 2. Quan tm n nhn vin duy tri long trung thanh ca ho i vi cng ty. Ty l nhn vin trong nganh du lch b vic rt cao, anh hng rt ln ti kinh doanh. 3. Tao hinh anh thng hiu thng qua nhn vin
117

Ritz-Carlton
Cu 4: Kinh nghim trong quan ly: - Xac nh phng chm, chin lc kinh doanh ro rang, khac bit, em n cho khach hang mt s tha man cao nht trong thang gia tr. - Ha it va thc hin nhiu hn li ha. - Xy dng i ngu nhn vin ht long vi cng vic, thng qua vic quan tm n i sng vt cht va tinh thn ca ho
118

Bi tp c nhn

Khng lam gi ca!! Hay suy ngh trc khi lam bt c vic gi! i khi khng Lam la tt nht !
119