CHNG IX:

CHIEN LC XUC
TIEN
1. Tam
quan trong cua xuc tien
2. Mot so yeu to anh hng en
hon hp xuc tien
3. Cac thanh phan trong hon hp xuc
tien:
Quang cao
Quan he cong chung
Khuyen mai
Ban hang ca nhan
Marketing trc tiep

MUC TIEU CUA

CHNG
Phan tch tam quan trong
cua xuc tien trong
marketing
Trnh bay cac yeu to
anh hng en xuc
tien
Gii thieu cac hoat
ong xuc tien chu yeu:
quang cao, khuyen mai,
quan he cong chung,
ban hang ca nhan,
marketing trc tiep

TAM QUAN TRONG CUA

XUC TIEN
1. Khai niem
2. Hon hp xuc tien
3. Tam quan trong cua
xuc tien trong
marketing

KHAI NIEM
XUC TIEN la nhng
hoat ong giao tiep
vi KH the hien
qua nhng thong
iep, ban hang,
cuoc thi, hoi ch

HON HP XUC TIEN

(Promotion-Mix)
He thong truyen thong Marketing
(Marketing Communication) cung c
goi la hon hp xuc tien (PromotionMix) bao gom nam cong cu chu yeu:
Quang cao
(Advertising)
Khuyen mai
(Sales Promotion)
Tuyen truyen va
Quan he cong chung
(Publicity & Public Relations)
Ban hang ca nhan
(Personal Selling)
Marketing trc tiep (Direct
Marketing)

HON HP TRUYEN
THONG MARKETING
Marketing Communications Mix
Advertising

Personal Selling

Communication Idea
Direct Marketing

Sales Promotion
Public Relations

TAM QUAN TRONG CUA XUC

TIEN

2- TAM QUAN TRONG CUA XUC TIEN

Hon hp xuc tien hieu qua gop phan cho
s thanh cong cua chien lc Marketing.
Tao s khac biet cho SP, phan khuc TT,
thuc ay tieu thu, xay dng NH can
xuc tien.
SP mi: can thong tin e xay dng thai
o tot.
SP a c KH nhan biet can thuyet
phuc thay oi nhan thc e c a thch
hn.
SP thong dung can s nhac nh e gia
tang s tin cay.
Ke hoach XT nhan manh en SP va cong
ty nham dan KH en y nh mua hang.

MOT SO NHAN TO
ANH HNG EN
HON
HP
XUC
TIEN
1- TH TRNG MUC TIEU:
* S san sang mua (Readiness to buy):
KH muc tieu co the mot trong
sau giai oan
cua he thong hieu ng (Hierarchy
of Effects):
(1) Nhan biet (Awareness)
(2) Hieu ro (Knowledge)
(3) Quan tam (Liking)
(4) a thch (Preference)
(5) Tin tng (Convinction)

MOT SO NHAN TO ANH HNG

EN HON HP XUC TIEN

1-TH TRNG (tt)

Pham vi a ly cua th trng
Loai khach hang
Qui mo cua th trng
2- TNH CHAT, AC IEM CUA SAN PHAM:
n gia ban san pham
Mc o K/Hang hoa (Degree of
customization)

3- GIAI OAN HIEN TAI TRONG CHU KY

SONG
4- NGUON TIEN
5- CHIEN LC CUA CONG TY:
Chien lc tan cong, phong thu
Chien lc ay, chien lc keo

Chien lc
ay
Trung
gian
a san xuat
Ngi tieu t
phan phoi

Chien
lc keo Trung gian
a san xuat
Ngi tieu t
phan phoi
Cac no lc
marketing
Yeu cau san
pham
Dong chuyen a

CAC THANH PHAN TRONG

HON HP XUC TIEN
Quang cao
Quan he cong chung
Khuyen mai
Ban hang ca nhan
Marketing trc tiep

I -QUANG CAO
(Advertising)
1-KHAI NIEM:
La s truyen at
thong tin khong
mang tnh ca nhan
ve SP, to chc, con
ngi, y tng
do cong ty, to
chc va ca nhan
tra chi ph e c
nhan biet.

BAN CHAT CUA

QUANG
CAO
S trnh bay cong khai (Public
Presentation): truyen at TT cong khai
nhng ve SP chuan hoa va hp phap.
S lan toa (Pervasiveness): QC thong tin
tran ngap ngi mua so sanh, la chon
Gia tang s dien at (Amplified
Expressiveness): tao kch tnh trong s trnh
bay SP va cty
Khach quan (Impersionality): khong thuc
ep mua nh lc lng ban hang.
QC c s dung e x/dng hnh anh SP
trong dai han, khong tac ong nhanh
en mc ban.

LOAI MT
NHU
CAU:
Thong
tin

MUC TIEU CU THE

Xay dng nhan thc

ve NH mi
Tao s quen thuoc
Giam thi gian giai
Thuyet thch
phuc
Tao s a thch nhan
hieu
Xay dng s trung
thanh nhan hieu
Nhac
nh
On nh mc ban

3- PHNG TIEN
QUANG CAO
IN AN: bao ch, tap ch, an pham TM
IEN T: truyen thanh, truyen
hnh,phim,internet
NGOAI TRI, NGOAI NG nh pano,
ap phch, bang hieu...
TRC TIEP nh th trc tiep, ien
thoai
Cac PT khac nh QC tai iem ban, hoi
ch, QC tren cac vat pham
CAC THAM SO:
Pham vi (Reach): ch so lng ngi
xem, nghe, oc QC tren mot PT.
Tan suat (Frequency): so lan QC
xuat hien tren mot PT.

II- QUAN HE CONG CHUNG

VA TUYEN TRUYEN
1- KHAI NIEM:
Quan he cong chung (Public
Relations - PR): la nhng hoat ong
truyen thong e xay dng va
bao ve danh tieng cua cty, cua SP
trc cac gii cong chung.
oi tng nhan cac thong iep
PR: gii tieu thu, cac nha au t,
chnh phu, cac bao ai, cac
thanh vien phan phoi, nhan vien
va nhng nhom cong ong khac.

 Tuyen truyen (Publicity) la

mot hnh thc cua PR nhng
bat buoc phai la nhng
hoat ong truyen thong
khong mang tnh ca nhan,
thong qua nhieu phng tien
nhng nha tai tr khong
phai tra tien.
Quang cao ho tr ban hang
trong khi nhng hoat ong PR
tao ra nhng ieu kien va
moi trng thuan li e
ban hang dien ra.

AC TRNG CUA PR
S tn nhiem cao
(High Credibility)
Lam mat s
phong thu cua
khach hang (Off
Guard)
Kch tnh hoa
(Dramatization)

2- MOT SO HNH THC HOAT

ONG CUA PR

Quan he bao ch (Press Relations):

cung cap nhng thong tin co gia
tr cho cac phng tien e loi
keo s chu y ve san pham, ve
cty,
Quang ba san pham (Product
Publicity): cong bo rong rai cac
thong tin e gii thieu san
pham mi, s cai tien san
pham, nhng ac tnh cua SP
To chc s kien (Events)

2- MOT SO HNH THC HOAT

ONG
CUA
PR
Tai tr (Sponsorships): tai tr t
thien (hoc bong, cu tr), tai tr
thng mai (chng trnh ca nhac, the
thao).
oi noi (Internal PR): hoi ngh, ngay
truyen thong, bnh chon nhan vien
xuat sac
Van ong hanh lang (Lobbying)
T van (Counseling): t van cho cac
nha quan tr trong cac lnh vc
giao te, phat ngon va nhng van
e nang cao v tr va hnh anh cty.

III- KHUYEN MAI (SALES

PROMOTION)

1- KHAI NIEM
La nhng hoat ong giao tiep
Marketing e kch thch ngi tieu
thu va trung gian phan phoi mua
nhanh hn, nhieu hn SP cua cty.
ac trng:
S lien lac (Communication): gay s
chu y va cung cap thong tin dan
ngi tieu thu en SP
Kch thch (Incentive)
Chao mi (Invitation)
Khuyen mai la cong cu e
tao ra phan ng mua nhanh
hn va manh hn.

iii-KHUYEN MAI
2-MUC TIEU
Muc tieu cua KM en thanh vien phan
phoi:
Tang mc mua ban SP va d tr cua nha
PP.
Khuyen khch mua vao thi iem vang
khach.
at nhieu dien tch va v tr trng bay tot
hn.
Gia tang nhiet tnh ban hang.
Tang cng phan phoi san pham.
Khuyen khch s ung ho SP mi,
kieu dang mi.

Muc tieu KM en ngi s dung:

Khuyen khch mua nhieu SP.
ong vien s dung th SP.
Loi keo KH t nhan hieu CT.
Gia tang s nhan thc nhan
hieu.
Khuyen khch mua lai SP.
Thoi thuc mua sam boc ong.

3- CONG CU KHUYEN MAI

Thanh
Ngi tieu Nha s
vien
dung cuoi
dung
cung
phan
cong
phoi
nghiep
Giam
gia
Thng
Tang
qua
Trng
bay tai
iem

SP mau,
dung th
Phieu giam
Tang qua
Tang so
lng SP
Xo so
Thi, tro chi

Hoi
ch
Tai
lieu
Hoi
ngh
ban
hang

IV -BAN HANG CA NHAN

1-KHAI NIEM:
Ban hang ca nhan
(Personal Selling) la s giao
tiep mat oi mat cua
nhan vien ban hang vi
KH tiem nang e trnh
bay, gii thieu va ban SP

u iem:
Tao s chu y ca nhan cua moi
KH va chuyen tai nhieu thong tin.
Linh ong va thch ng cho nhng
yeu cau rieng biet cua khach
hang.
Thuyet phuc va giai quyet
thac mac cua KH
Thiet lap, phat trien
nhng quan he ban hang.
Tuy nhien, co hnh anh xau.

V- MARKETING TRC TIeP

1- KHAI NIEM:
La viec s dung ien
thoai, th ien t va
nhng cong cu tiep
xuc khac (khong
phai la ngi) e
giao tiep va dan du
mot phan ng t
nhng KH rieng biet
hoac tiem nang.

V- MARKETING TRC TIeP

2- LI CH:
Ngi tieu thu: vui,
tien li, va khong
b quay roi tiet
kiem thi gian.
Khach hang cong
nghiep: hieu biet
nhieu SP ma khong
can ton thi gian
gap mai vien.

Ngi ban:
La chon nhieu KH tiem nang tot hn.
Thong iep ban c ca nhan hoa
va KH hoa.
Xay dng nhng quan he lien tuc vi
moi KH.
en KH tiem nang vao nhng thi
iem thch hp va c tiep nhan
nhieu hn.
Th nghiem nhng thay oi ve QC,
gia, li ch
oi thu khong xem c nhng CL
cua cty danh rieng cho KH
anh gia c hieu qua v co the

 3- MOT SO HNH THC:

- Marketing qua catalog (Catalog

Marketing)
- Marketing qua th ien t trc
tiep (Direct-Mail Marketing)
- Marketing t xa qua ien
thoai, th (Telemarketing)
- Marketing trc tiep tren cac
kenh truyen hnh,
truyen thanh, bao ch
va tap ch.
- Ban hang qua kiosk at
hieu sach, san bay