Slide Baigiang QLKS c4 - Hung

Chng 4
Qun L Tip th
Trng i Hc Bch Khoa Tp.HCM

Khoa Khoa Hc v K Thut My
Tnh
Qun tr kinh doanh cho K s

Chng 4: Qun l Tip th
1
C4. Qun L Tip th

1)
2)
Khi nim chung

Nhn dng nhu cu ca khch hng v c hi
tip th
3)
To ra gi tr tip th
4)
Truyn thng gi tr tip th
5)
Vng i sn phm v Chin lc theo vng

i sn phm

Tnh

2
1. Khi nim chung

1.1. nh ngha
1.2. Qu trnh to gi tr trong tip th

Tnh

3
1. Khi nim chung

1.1. nh ngha
Stantion, 1991:
H thng ng b: hoch nh, phn phi, nh gi, chiu th
Tha mn KH tt hn i th t mc tiu DN.
Kotler, 1991:
Qu trnh x hi v qun l Tha mn nhu cu thng qua vic to
ra, trao i sn phm/dch v.
Mc Carthy et al, 1987:

Qu trnh kinh t x hi Chuyn dch c nh hng cc sn
phm/dch v Tha mn tt nht cn bng cung cu v t mc
tiu ton x hi.

Tnh

4
1. Khi nim chung

1.1. nh ngha (tt)
T tng trong tip th: 3
Hng n tha mn cao nht nhu cu KH (bao gm nhn

dng v d bo nhu cu tm cch p ng).
Phi hp ng b cc thnh phn khc nhau, to hiu qu cao
nht.
Hot ng MKT nhm n vic t mc tiu ca DN.
ng gp ca k s: to ra li th cho sn phm.
-> Li th ca sn phm: khc bit, c o hoc chi ph

thp.
Tnh

5
1. Khi nim chung

1.1. nh ngha
V bn cht x hi: ct li l s Trao i trong tip th:
Trao i: Hnh vi thu nhn mt vt mong mun t ngi khc bng

cch a li cho h th m h mun.
iu kin ca trao i MKT: 5 iu kin

1) C t nht HAI pha bit nhau.
2) Mi pha c ci g c gi tr i vi bn kia.
3) Mi pha mun Trao i.
4) Mi pha c quyn t do t chi hoc chp nhn ngh ca bn kia.
5) Mi pha c kh nng truyn thng v giao/nhn ci mun
i.

Tnh
Trao

6
1. Khi nim chung

1.2. Qu trnh to gi tr trong tip th (3 giai on)
Phn tch KH, nhng g th trng cung ng Xc

nh gi tr cn to.
To gi tr Thit k SP, hu mi, nh gi, phn phi

theo gi tr c xc nh.
Th hin/thng bo n KH nhng gi tr c to ra
giai on 2.

Tnh

7
2. Nhn dng nhu cu ca khch hng

v C hi tip th
2.1 Nhu cu v Tha mn nhu cu
2.2 Hnh vi mua
2.3 Phn khc th trng
2.4 La chn th trng trng tm

Tnh

8

v C hi tip th
2.1 Nhu cu v Tha mn nhu cu
Nhu cu
Need (Cn)
Want (Mong mun)
Demand (Nhu cu)

-> DN to ra SP/dch v p ng nhng nhu cu/c mun.
-> Mc tiu cui cng: tha mn khch hng.
DN c th nh hng n nhu cu/c mun ca KH thng qua:
nh gi
Chiu th
Sn phm ci tin/mi
H thng/cch thc phn phi SP.

KH thng la chn sn phm lm tha mn nhu cu v c
mun ca h nhiu nht so vi ng tin ca h.

Tnh

9

v C hi tip th
2.2 Hnh vi mua
Hnh vi mua: kt qu tc ng qua li ca cc yu t vn

ha, x hi, c nhn, tm l.
Nhn dng hnh vi ca mt nhm ngi, gip DN to
nn nhng nh hng nht nh trong qu trnh quyt
nh mua ca h.

Tnh

10

v C hi tip th
2.3 Phn khc th trng
Tiu chun phn khc th

trng:
V tr a l: a phng, vng,
quc gia, lc a
Mc s dng: cao, thp,

thng xuyn
c im khch hng:
Th trng tiu dng: tui,

gii tnh, trnh
Th trng cng nghip: th

trng SP cui cng, yu
cu k thut, cht lng,
nhy gi

Tnh

11

v C hi tip th
2.4 La chn th trng trng tm
Mc tiu ca phn khc th trng l Tm ra mt nhm ngi c cng 1

cch ng x trc mt lot cc kch tc tip th no .
Tp trung tha mn cc nhu cu chuyn bit ca mt vi phn khc.
Thm nhp th trng Phc v mt phn khc duy nht Thnh

cng M rng thm nhp phn khc khc.

Tnh

12
3. To ra gi tr tip th
3.1 Sn phm
3.2 Phn phi
3.3 Gi c

Tnh

13
3.1 Sn phm
Phn ct li: Tha mn

nhu cu c bn.
Phn hu hnh: B sung
thm gi tr v tnh khc
bit cho mt nhn hiu/
SP c th.
Thuc tnh gia tng:
Hnh nh lin quan n
nhn hiu, dch v, hu
mi, bo hnh, ngy giao
hng v cung cp dch
v, h tr NSD v hun
luyn.

Tnh

14
3.1 Sn phm
Khc bit ha SP:
SP c tnh nng/c im khc bit.
Chin lc To gi tr c o ring cho SP/cng ty .
Ch khi i theo chin lc khc bit ha SP:
Thit k v SX SP th nghim.
Pht trin cc tnh nng c bit.
Cung cp cc h tr dch v: sa cha, bo tr.

Tnh

15
3.2 Phn phi
Phn phi: L qu trnh SP v dch v di chuyn t nh sn

xut n ngi tiu dng cui cng. C 2 kha cnh:
Phn phi SP: lp biu, vn chuyn, lu tr.

Thit k knh phn phi: bun s, bun l, i l, thng
bun
Vai tr ca cc tng lp trung gian
Gim chi ph, hiu qu cao.

DN nh khng tin thit lp knh phn phi n ngi tiu
dng.

Tnh

16
3.2 Phn phi
Phn phi v chin lc cnh tranh
Chin lc y: Cung
cp cho nh phn phi mt khon
C
chit khu cao tnh vo gi/lng hng ha.
Chin lc ko: Khuyn mi nhm n ngi tiu dng

cui cng nhm to nhu cu v SP ni h.
Chin lc kt hp

Tnh

17
3.3 Gi c
Gi cho ngi tiu dng thng c nh bi mt nh phn phi.

Nh sn xut cn c kim sot nht nh v gi
Vic gim gi s tc ng tr li nh sn xut.
Tng gi Li nhun cho nh phn phi ln hn.
Gi cao, doanh s thp Cn tr s pht trin ca nh SX.

Mc gi khch hng c th chp nhn
Gi m ngi tiu dng c th chp nhn.
Gi m ngi mua c th chp nhn.

Nhng lu trong vic nh gi
Chi ph ca sn phm (gi thnh)
Gi cnh tranh
Gi tr nhn thc ca khch hng

Tnh

18
4. Truyn thng gi tr tip th
Nhn dng nhu cu/c hi To ra gi tr MKT

Truyn thng
Hot ng MKT: Nhm n th trng c th, vi
mt mc tiu c th trong nh hng.
Truyn thng gi tr MKT
4.1 Qung co
4.2 Lc lng bn hng
4.3 Chiu th

Tnh

19

4.1 Qung co
Chin dch qung co tt c hoch nh

thng qua 5M:
Message (Thng ip)
Media (Phng tin truyn thng)
Motion (Cch thc)
Measurement (nh gi)
Money (Tin)

Tnh

20

4.1 Qung co (tt) 5M
Message (Thng ip)

Thng ip sn phm: Thng bo mt s chi tit v
bn thn sn phm.
Thng ip cng ty: Giao tip v bn thn cng ty.
Thng ip ngi tiu dng: Thng tin mt s iu v
ngi tiu dng.
Mc tiu: AIDA (Attention Ch , Interest Quan
tm, Desire Mong mun, Action Hnh ng)
Bo, tp ch, nht bo, pannel, poster, phim, pht thanh,

truyn hnh

Tnh

21

4.1 Qung co (tt) 5M
Motion (Cch thc)
Measurement (nh gi)
Ln k hoch thi gian, phi hp cc chin

dch chiu th.
Xc nh t l th trng trng im c th nh
li mt qung co/thng ip c th.
Money (Tin)
Ngn sch chung dnh cho qung co.

Tnh

22

4.2 Lc lng bn hng
5M v hot ng ca lc lng bn
hng
Money (Tin)
Motion (Cch thc)
Message (Thng ip)
Measurement (nh gi)

Tnh

23

4.2 Lc lng bn hng
5M
Money (Tin)
Cng ty nh: da vo cc i l.
Cng ty ln: dnh ngn sch cho lc lng bn hng, v

cho i din bn hng ring bit.
Motion (Cch thc)
Mc thng xuyn v mc tiu ca vic thm d bn

hng.
Yu cu ca bn hng: to s thch th, to s cm

thng, thc y ngi mua tim nng.
Message (Thng ip)
Thng tin SP v hnh nh tt ca cng ty c th hin

trong mt ln cho hng.

Tnh

24

4.2 Lc lng bn hng
5M

Phng vn ti phng khch hng.
Hi ngh bn hng, chuyn v SP mi.
Measurement (nh gi)
Xem xt lng KH mi c c.
S lng hp ng mi ginh c hoc mt i cho i
th cnh tranh.
S cuc in thoi gi li mua SP.
Mc gim gi ginh c mt giao dch.
S lng SP mi bn c.
Bo gi ng lc cho KH.
S lng bo co bn hng hng thng np ng hn.

Tnh

25

4.3 Chiu th
Khuyn mi
Cng c c ng Kch thch th trng p ng mnh
hn, nhanh hn.
C ng khch hng.
C ng thng mi.
C ng nhn vin bn hng
Quan h x hi
Quan h vi bo ch.
Tuyn truyn cho sn phm.
Truyn thng hp tc.
Vn ng hnh lang.

Tnh

26
5. Vng i sn phm v
Chin lc theo vng i sn phm
5.1 Vng i sn phm
5.2 Chin lc theo vng i sn phm

Tnh

27
5. Vng i sn phm v
5.1 Vng i sn phm
G1: Trin khai
G2: Gii thiu
G3: Tng trng
G4: Hi chng
G5: Trng thnh
G6: Suy thoi

Tnh

28
5. Vng i sn phm v
5.1 Vng i sn phm (tt)
G1: Trin khai
G2: Gii thiu
Sn phm mi c ngh ra, thit k v trin khai.

Tung SP/nhn hiu mi vo th trng (kim tra th
mu SP).
G3: Tng trng
SP/nhn hiu mi c chp nhn Mng li phn

phi bt u tch tr SP vi s lng ln hn.
nh gi thp, chit khu rng ri cho knh phn phi,

CP cao cho khuyn mi & ci tin SP, xy dng thm
nhng phn khc v khe h th trng.

Tnh

29
5. Vng i sn phm v
5.1 Vng i sn phm
G4: Hi chng
Tng trng bt u chm li, mng li knh phn phi y

, cc phn khc TT mi khng cn ln pht trin.
Cuc chin gi c c nguy c bng n.
G5: Trng thnh
Chm hoc khng tng trng trong tng doanh thu trn TT.
Ti tr cho qung co & ci tin SP b gim thiu.
G6: Suy thoi
Tng doanh s st gim.
Chin lc gt hi hoc bn r n v kinh doanh.

Tnh

30
5. Vng i sn phm v
5.2 Chin lc theo vng i sn phm
GII THIU
TNG
TRNG
TRNG
THNH
Doanh thu
Thp
Tng nhanh
Mc cao nht Suy gim
Chi ph
CP cho 1 KH
l cao
CP cho 1 KH
l trung bnh
CP cho 1 KH
l thp
CP cho 1 KH
l thp
Li nhun
Tng
Cao
Gim
Khch hng
Cch tn
Chp nhn
sm
a s sm
Lc hu
i th
Tng s
lng
n nh v c Gim s
chiu hng lng
gim
Mc tiu
MKT
To s nhn
bit & thuyt
phc th SP
Cc i th
phn
Cc i li
nhun, bo
v th phn

Tnh
SUY THOI
Gim CP, c
gng thu li
t nhn hng
31
5. Vng i sn phm v Chin lc theo vng i sn

phm
GII
THIU
TNG
TRNG
TRNG
THNH
SUY THOI
Chin lc
Sn phm SP c bn
SP m rng, a dng,
dch v, bo nhn hng,
hnh
kiu dng,
mu m
Loi b nhng
SP suy thoi
Gi
nh gi
thm nhp
th trng
nh gi theo
i th cnh
tranh
Gim gi
Phn phi
i tr
Phn phi i
tr (rng hn
giai on
trc)
Phn phi chn

lc, loi b ca
hng khng c
LN
Da trn
CP
Phn phi Knh phn

phi chn
lc
Tnh

32
5. Vng i sn phm v Chin lc theo vng i sn

phm
GII
THIU
TNG
TRNG
TRNG
THNH
SUY THOI
Qung
co
Khin
ngi chp
nhn sm,
cch tn &
mi gii bit
To s hiu
bit, mong
mun trong
ton th
trng
Nhn mnh
nhng khc
bit ca nhn
hiu, nhng
li ch
Nhn mnh
vo li ch c
bn to lng
trung thnh
Khuyn
mi
Tp trung
Gim
nhiu
thuyt phc
dng th
Chin lc

Tnh
Tng khuyn Gim n mc

mi li ko ti thiu
KH thay i
nhn hiu

33

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Chng 4

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

C4. Qun L Tip th

Khi nim chung

Truyn thng gi tr tip th

Vng i sn phm v Chin lc theo vng

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

1. Khi nim chung

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

1. Khi nim chung

Mc Carthy et al, 1987:

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

1. Khi nim chung

T tng trong tip th: 3

Hng n tha mn cao nht nhu cu KH (bao gm nhn

-> Li th ca sn phm: khc bit, c o hoc chi ph

Qun tr kinh doanh cho K s

1. Khi nim chung

V bn cht x hi: ct li l s Trao i trong tip th:

Trao i: Hnh vi thu nhn mt vt mong mun t ngi khc bng

iu kin ca trao i MKT: 5 iu kin

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

1. Khi nim chung

Phn tch KH, nhng g th trng cung ng Xc

To gi tr Thit k SP, hu mi, nh gi, phn phi

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

2. Nhn dng nhu cu ca khch hng

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

2. Nhn dng nhu cu ca khch hng

Want (Mong mun)

Demand (Nhu cu)

H thng/cch thc phn phi SP.

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

2. Nhn dng nhu cu ca khch hng

Hnh vi mua: kt qu tc ng qua li ca cc yu t vn

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

2. Nhn dng nhu cu ca khch hng

Tiu chun phn khc th

Mc s dng: cao, thp,

Th trng tiu dng: tui,

Th trng cng nghip: th

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

2. Nhn dng nhu cu ca khch hng

Mc tiu ca phn khc th trng l Tm ra mt nhm ngi c cng 1

Tp trung tha mn cc nhu cu chuyn bit ca mt vi phn khc.

Thm nhp th trng Phc v mt phn khc duy nht Thnh

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

Phn ct li: Tha mn

Trng i Hc Bch Khoa Tp.HCM

Qun tr kinh doanh cho K s

Khc bit ha SP: