Marketing Van Dap - Full

7/29/2019 Marketing Van Dap - Full

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L Quang Hin A6QTK49 Foreign trade university

Facebook: http://www.facebook.com/lequanghien92 Email: lequanghien. [email protected]

N TP VN P MARKETING CN BN

(*): Mnh xin gi lm cm n chn thnh n bn Nam Phng ChipBom dnh thi gian tr li cho b cu hi. Nu khng c bn thchc mnh cng khng th hon thin c b cu hi ny ^^

Mnh hi vng y s l mt ti liu hu ch, qu gi cho cc bn trongqu trnh chinh phc mn kh nhn ny ^^

1. Nu v so snh nh ngha marketing ca hip hi MKT M v Philip Kotler nh ngha 1: ( hip hi Marketing M AMA, 1960)

Marketing l hot ng ca doanh nghip nhm hng cc lung hng ha t ngi snxut n ngi tiu dng.

Ch gii hn trong tiu th sn phm nh ngha 2: ( hip hi Marketing M - AMA, 1985)

Marketing l qu trnh ln k hoch, trin khai vic thc hin k hoch, xc nh snphm, gi c, ym tr, truyn b tng, phn phi hng ha, cung cp dch v hng ti traoi nhm tha mn mc tiu ca cc c nhn v t chc.

Khi nim sn phm c mrng hn, bao gm hng ha, dch v v tng. Bao trm ton b cc hot ng: xc nh sn phm, xc nh gi, phn phi v xc

tin. Da trn quan im marketing 4P, ch trng ch yu vo li ch ca doanh nghip,

khch hng ch l phng tin gip h thc hin mc ch ca mnh. Ch ch trng

nhiu vo sn phm v cch thc a sn phm ti khch hng, nh vo uy tn caDN.

nh ngha 3: ( Phillip Kotler)Marketing l mt dng hot ng ca con ngi nhm tha mn nhng nhu cu v mong

mun thng qua trao i.

Khng cn gii hn lnh vc p dng na: kinh doanh, chnh tr, quc phng, giodc


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Nhn mnh vic nghin cu nhu cu ca con ngi trc khi sn xut: quan immarketing hin i

Xut pht t li ch ngi mua, coi trng vic p ng nhu cu ca khch hng, ngthi ngi lm marketing cn nm bt xu hng trn th trng to ra nhng snphm ph hp vi nhu cu ca khch hng.

2. Nu bn cht ca marketing hin i? L qu trnh c im bt u nhng khng c im kt thc.

o Marketing bt u bng vic nghin cu th trng, pht hin nhu cu v cung cphng ha tha mn nhng nhu cu .

o Khng c im kt thc: s thay i ca th trng v nhiu yu t tc ng khcyu cu ngi lm Marketing lun phi thay i chin lc ph hp vi thtrng v khch hng, to ra mt vng trn khp kn.

Marketing gip doanh nghip theo i li nhun ti u ch khng phi li nhun ti a. (Li nhun ti u l mc li nhun cao nht t c trong khi vn tha mn cc mc tiukinh doanh khc).

L s tc ng tng h gia 2 mt ca mt qu trnh thng nht:o Tha mn nhu cu hin ti ( gi v duy tr nhng Khch hng c v ang c )o Gi mnhu cu tim nng ( tm kim nhng khch hng mi)

3. So snh skhc bit gia marketing truyn thng v marketing hin i?Marketing truyn thng:c gii thch nh l mt phng php t chc hot ng ca

cng ty, ch yu nhm vo vic tm ngi mua nhng sn phm m cng ty c kh nng snxut. Ni cch khc, mc tiu ca marketing truyn thng l m bo vic tiu th bt k snphm no m doanh nghip sn xut. Nguyn tc cho ca cng ty khi l lm th no c th sn xut tht nhiu hng ha v sau c gng bng mi bin php tng chng ra th

trng. Ch dn vic bn hng v cc hot ng xut tin nhm thc y vic bn hng.Hot ng ch yu l tm ra th trng tiu th nhng sn phm sn xut.

Marketing hin i: l s phi hp ca tt c cc hot ng ca cng ty, da trn cshiu bit v s cu ca ngi tiu dng, v s thay i ca n trong tng lai gn v xa. Mttrong nhng mc tiu ca marketing hin i l pht hin ra nhng nhu cu cha c png ca ngi tiu dng, nh hng sn xut vo vic p ng nhu cu y. Hot ngmarketing khng ch din ra trong khu bn hng m cn din ra t trc khi sn xut ra snphm v c nhng hot ng sau khi bn. Tp trung vo nhng khch hng nht nh ( khchhng mc tiu). Xt v ngun lc, khng mt doanh nghip no c th kinh doanh trn mi

th trng v tha mn mt cch u th hn i th cnh tranh mi nhu cu v mong mun.Hiu bit chnh xc nhu cu ca khch hng l vn ct li ca marketing hin i.

4. Khi nim v nhng c im cbn ca thuyt nhu cu Maslow? Khi nim: thp nhu cu Maslow do nh tm l hc Abraham Maslow a ra, gip gii

thch v cc mc trong nhu cu ca con ngi.

C 2 nhm nhu cu chnh ca con ngi: nhu cu cbn v nhu cu bc cao.


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Nhu cu cbn lin quan n cc yu t th l nh thc n, ng, nghNhng nhu cucbn ny u l nhng nhu cu khng th thiu ht v nu con ngi khng c p ng ,h s khng tn ti nen h su tranh c c v tn ti trong cuc sng hng ngy

Nhu cu bc cao: cc nhu cu cao hn nh cu cbn trn th gi l nhu cu bc cao.Nhng nhu cu ny bao gm nhiu nhn t tinh thn nh an ton, vui v, a v x hi, s tn

trng, vinh danh vi mt c nhn

Cc nhu cu cbn thng c u tin ch trc so vi nhng nhu cu bc cao. Cutrc ca thp nhu cu c 5 tng, trong nhng nhu cu con ngi c lit k theo mt trt tth bc hnh thp. Nhng nhu cu cbn pha y thp phi c tha mn trc khi nghncc nhu cu cao hn. Cc nhu cu bc cao s ny sinh v mong mun c tha mn ngy cngmnh lit khi cc nhu cu cbn di c p ng y .

Tng 1: tm sinh l : thc n, nc ung, ng, ngh. Tng 2: nhu cu an ton cn c cm gic yn tm v thn th, vic lm, gia nh, sc

khe, ti sn.. Tng 3: nhu cu tnh cm x hi mun c trong mt nhm cng ng no , mun

c gia nh yn m, bn b thn hu, tin cy.

Tng 4: nhu cu c tn trng cn c cm gic c tn trng, knh mn, c tintng.

Tng 5: nhu cu t khng nh mun sng to, c th hin kh nng, th hin bnthn, c c v c cng nhn l thnh t.

Kt lun:o Nhu cu ca con ngi pht trin t thp n cao, tn gin n phc tp.o Khi cc nhu cu cbn c tha mn th mi ny sinh cc nhu cu cp bc cao

hn.o S phn nh nhu cu vo cc cp bc cn ty vo bi cnh x hi.o Mc tha mn nhu cu ca mi ngi l khc nhau.

5. Phn tch khi nim trao i vo giao dch?a) Trao i

Khi nim: l hnh vi nhn c mt ci g v cung cp mt vt g thay th.Trao i l cs tn ti ca marketing. Marketing ch tn ti khi m con ngi quyt nh png nhu cu ca mh thng qua trao i.

Trao i l 1 trong 4 cch ngi ta c c sn phm.

Cch 1: t sn xut. Ngi ta c th t gii quyt cn i bng cch sn bt, nh c,lm tri cy. H khng cn phi quan h vi ai khc. Trong trng hp ny, khng cth trng v cng khng c marketing.

Cch 2: cng ot. Nhng ngi i c th cp git hay nh cp thc n ca ngikhc. Nhng ngi khc khng c li ch g ngoi tr mt iu l khng b thng.


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Cch 3:i xin. Nhng ngi i c thn xin ngi khc thc n. H khng c th ghu hnh trai i, ngoi tr li cm n.

Cch 4: trao i. Nhng ngi i c them n ngi khc tin, loi hng ha khchay dch vi ly thc n.

Trao i ch xy ra khi tha mn cc iu kin sau:

t nht phi c 2 bn Mi bn phi c mt th g c thc gi tr vi bn kia Mi bn phi c kh nng t giao dch v chuyn giao hng ha ca mnh Mi bn u c quyn t do chp nhn hay khc t li ngh ca bn kia Mi bn u tin chc l mnh nn hay mun giao dch vi bn kia ( y l iu kin

quan trng nht)

Nu c 5 iu kin ny th mi c tim nng trao i. Cn vic trao i c thc s dinra hay khng th cn ty thuc vo vn 2 bn c th tho lun c nhng iu kin trao i

c li cho c 2 bn so vi trc khi trao i. Trao i c xem nh l mt qu trnh ch khngphi l mt s vic. Hai bn c xem nh l tham gia trao i nu hang thng lng i n mt tha thun. Khi t c mt tha thun th ta ni giao dch din ra.

b) Giao dchKhi nim: l mt cuc trao i nhng vt c gi tr gia 2 bn.

VD: Anh A a anh B 5 triu v nhn ly mt chic tivi.

Giao dch l n vo lng cbn ca trao i.

iu kin c giao dch:

t nht c 2 vt c gi tr Nhng iu kin giao dch c tha thun Thi gian giao dch c n nh a im thc hin giao dch c tha thun.

(*) Chuyn giao: bn A trao cho bn B mt vt X no nhng khng nhn li mt th g c.

6. Phn tch skhc bit gia nhu cu, c mun, lng cu. Nhu cu: theo Philip Kotler nhu cu l cm gic thiu ht mt ci g m con ngi

cm nhn c

Phn loi nhu cu:

Nhu cu hin ti: nhu cu thit yu v ang c p ng trong hin ti. V: n mtm khng bi.

Nhu cu tim tng:


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xut hin: xut hin ri nhng do nhiu nguyn nhn m cha c p ng.

Cha xut hin: bn thn ngi tiu dng cng cha bit n.

c mun: s la chn ca con ngi nhng sn phm hng ha hay dch v c ththa mn nhu cu ca mnh.

Nhu cu a dng => c mun cng a dng hn. c mun bnh hng bi cc yut: vn ha, c tnh, trnh ngi tiu dng, thi quen, thu nhp

Lng cu: Lng cu l c mun b gii hn bi kh nng thanh tonHay nhm ln : nhu cu lng cu.

Lng cu l khi nim kinh t, lng ha c. Nhu cu l khi nim tm sinh l.

7. Phn tch cc mc tiu ca marketing.a)

Li nhun ( ti u)Bt k doanh nghip no mun tn ti u phi tm cch to ra li nhun, v li nhun

m bo c vic b p cc chi ph doanh nghip b ra trong kinh doanh v c iu kin mrng pht trin doanh nghip. Ch tiu li nhun l thc o hiu qu kinh doanh ca doanhnghip. Cc doanh nghip hot ng theo nguyn tc marketing th s to ra li nhun cho doanhnghip bng cch m bo tha mn nhu cu ca ngi tiu dng.

b) Li th cnh tranhLi th cnh tranh ca doanh nghip c th hin ch tiu th phn ca doanh nghip.

Li th cnh tranh ca doanh nghip c to ra trn csbit mnh, bit ngi, bit pht huynhng im mnh ca mnh so vi cc i th cnh tranh ( cht lng sn phm, h thng phnphi, chnh sch gi)

Thng thng c 2 li th cnh tranh cbn:

Cnh tranh v chi ph: cng sn xut ra mt loi SP nhng nu DN sn xut vi chi pht hn th c li th cnh tranh hn.

Cnh tranh v khc bit ha: s khc bit trong SP khin Khch hng la chn SP caDN mnh m khng phi DN khc ( VD: SP ca Apple.)

c)

An ton trong kinh doanhDa vo nhng hiu bit v marketing, doanh nghip phn tch, phn on nhng bin

i trn th trng , nhn ra nhng chi, ra nhng bin php nhm ng ph vi nhng bttrc c th c v hn chn mc ti thiu hu qu ca nhng ri ro kinh doanh.

An ton nhvo vic phn chia ri ro bng cch a dng ha:

a dng ha th trng. VD: lp nhiu chi nhnh cc ni trn ton quc.


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a dng ha sn phm. VD: sn xut nhiu loi sn phm khc nhau.(*): Khng c mc tiu l quan trng nht, nu thiu mc tiu no cng khng c, v n cnty thuc vo tng thi im khc nhau. VD: trong giai on u tin ca Sn phm, khi mi ara ngoi th trng th li nhun lc khng phi l mc tiu quan trng nht m lc mctiu lm th no khch hng bit n v s dng sn phm ca mnh c t ln hng u.

8. Phn tch quan im hon thin sn xut.Quan im hon thin sn xut khng nh rng ngi tiu dng s c thin cm vi

nhng sn phm c bn rng ri v gi c phi chng, v th m nhng ngi lnh o doanhnghip phi tp trung n lc vo hon thin sn xut v nng cao hiu qu ca h thng phnphi.

VD: bt git, thuc nh rng ( cc mt hng gi tr nh, dng thng xuyn)

KQ ca quan im hon thin sn xut:

TH1: cu > cung

DN s c gng sn xut cng nhiu cng tt.TH2: cu < cung

DN tm cch gim gi thnh: tng nng sut, gim chi ph.9. Phn tch quan im hon thin sn phm.

Quan im hon thin sn phm khng nh rng ngi tiu dng su thch nhng hngha c cht lng cao nht, c tnh nng sdng tt nht, v vy DN phi tp trung vo victhng xuyn hon thin sn phm v khng ngng i mi sn phm.

VD: cc mt hng in t, cng ngh cao: laptop, in thoi di ng.

KQ:

Ngi bn ch ch n hng ha ca mnh m b qua nhu cu ca ngi tiudng.

Khng nghin cu sn phm ca i th cnh tranh Sn phm cha thuyt phc c ngi tiu dng.

10.Phn tch quan im tng cng n lc thng mi.Quan im bn hng ( quan im tng cng n lc thng mi) khng nh rng ngi tiu

dng s khng mua nhiu hng ha ca DN nu nh DN khng c nhng n lc ng k trongcc lnh vc tiu th v khuyn mi => DN phi gii thiu sn phm ti khch hngv thuytphc khch hng.

VD: my tnh bng, bo him


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KQ:

Mang n nhng thnh cng ng k cho DN Sai lm khi ng nht marketing vi bn hng v qung co.

Yu t quan trng nht ca marketing khng phi l vic tiu th, vic tiu th ch l mt

trong nhng chc nng ca marketing, hn na khng phi l chc nng quan trng nht.Theo P.Drucker: Mc ch ca marketing khng nht thit l y mnh tiu th. Mc ch can l nhn bit v hiu khch hng kn mc sn phm lm ra sp ng ng th hiu cakhch hng v t n c tiu th.

11.Phn tch quan im marketing.Quan im marketing khng nh iu kin ban u t c nhng mc tiu ca DN l

xc nh c nhu cu v mong mun ca cc th trng mc tiu, p ng cc mong mun ybng nhng phng thc c hiu qu mnh m hn so vi i th cnh tranh.

So snh quan im marketing quan im bn hng.

12.Phn tch quan im marketing o c kinh doanh?Quan im marketing mang tnh o c x hi khng nh rng nhim v ca DN l xc

nh nhu cu, mong mun v li ch ca cc th trng mc tiu v tha mn chng bng nhngphng thc c hiu qu hn ( so vi i thu cnh tranh ) ng thi ginguyn hay cng c lich cho ngi tiu dng v cho ton x hi.

Quan im marketing mang tnh o c x hi i hi cc DN khi p ng nhng nhu cumu thun c th c gia nhu cu v mong mun hin ti vi li ch lu di ca h v ca ton xhi.

Quan im nay i hi phi cn bng tt c 3 yu t: li nhun ca cng ty nhu cu ca ngitiu dng v li ch ca x hi.

13.Qu trnh pht trin ca marketing?


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Tiu th bt k loi sn phm no m DN c kh nng sn xut Pht hin ra nhng nhu cu cha c p ng v nh hng sn xut vo vic p

ng nhu cu .14.Marketing hng ni v m hnh tp trung quyn lc.

Trit l marketing hng ni ( quan im sn xut): DN coi mnh l trung tm ca mi

hot ng kinh doanh, s thnh cng hay tht bi ca doanh nghip ph thuc vo yu t ni tica cc doanh nghip. Trong hot ng ca DN, cc nh k thut c vai tr quyt nh, v vn sn xut l vn c t ln hng u, v cc k s l ngi c kh nng t chc tt vic snxut. Quan im sn xut nhn s vt vi nhn quan tnh ti, cho rng mi vic u bt ng. Dovy nu c mt t chc ti u th s lun lun c kt qu ti u.

M hnh t chc ca mt DN theo quan im sn xut c dng hnh thp m hnh tptrung quyn lc. nh ca thp y l ngi ng u DN gim c. Gim c nm mi quynhnh quyt nh, di gim c l mt s ngi ph trch c chc v v nhng quyn hn nhtnh, nh b my hot ng c.

u im:

_ T chc v lao ng theo nguyn tc chuyn mn ha, mi ngi c chuyn mn ha mtcng vic m bo hiu qu trong hot ng ca mnh.

_ Cc quyt nh ca cp trn u th hin di dng vn bn.

Nhc im:

_ Quyn lc mang tnh tp trung, ngi cp di hon ton thng, khng c ng gp, tham

gia kin vo cc hot ng ca DN => to ra s ngn cch, mt bn l nhng ngi suy ngh,mt bn ch l nhng ngi hnh ng thun ty. Trong nhng TH nh vy, nhng ngi thahnh cp di thng hnh ng thiu trch nhim, v h phi lm nhng vic do ngi khcnghra ch khng phi do h.

_ Hot ng ca DN thng cng nhc, khng thch ng nhanh vi tnh hnh th trng lun bini.

15.Marketing hng ngoi v m hnh phn chia quyn lc.Marketing hng ngoi ( quan im marketing): hot ng ca DN lun hng ra bn ngoi,

giao tip vi mi trng, phi lun lun bit thch ng vi nhng thay i ca mi trng. Mucht ca n l lun hng v pha ngi tiu dng.

c im:

Hot ng hng ra bn ngoi Mang hng phi tp trung, theo nguyn tc phn quyn. Cc cp cs tip xc vi mi

trng, do vy nu c phn quyn h c th quyt nh nhanh chng cc hot ng caDN trc nhng thay i ca mi trng.


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Lun thch ng vi s thay i ca mi trng Cn phi c s sng to, mm do, nng ng v linh hot nhm p ng tt nhng nhu

cu lun thay i ca khch hng.16.So snh trit l marketing hng ni v marketing hng ngoi

Marketing hng ni Marketing hng ngoi

DN coi mnh l trung tm ca mi hot ngkinh doanh, s thnh cng hay tht bi cadoanh nghip ph thuc vo yu t ni tica cc doanh nghip.

hot ng ca DN lun hng ra bn ngoi,giao tip vi mi trng, phi lun lun bitthch ng vi nhng thay i ca mi trng.Mu cht ca n l lun hng v pha ngitiu dng.

DN coi mnh l trung tm Hot ng hng ra bn ngoi

Cc nh k thut c vai tr quyt nh v hc kh nng t chc tt vic sn xut

Vai tr ca ngi bn hng c ngha quantrng v l ngi trc tip tip xc vi mitrng

M hnh tp trung quyn lc M hnh phn chia quyn lcNhn s vt vi nhn quan tnh ti Lun phi thch ng vi s thay i lin tc

ca mi trng kinh doanh.

17.So snh m hnh tp trung v phn chia quyn lc.Tp trung quyn lc Phn chia quyn lc

Quyn lc tp trung vo ngi ng u tchc hay b phn

Phn tn quyn quyt nh cho nhng cpthp hn trong h thng th bc

Khng c nhiu cp qun tr => t ngi qun

tr

Nhiu cp bc cs

Quyn lc tp trung, ngi cp di honton thng

Cc cp di tham gia vo qu trnh a raquyt nh => c th nhanh chng a rahnh ng trc s thay i ca mi trng

18.Trnh by khi nim v phn loi mi trng.a) Khi nim: Mi trng marketing ca 1 DN l tp hp tt c cc ch th, cc lc lng bn trong v

bn ngoi cng ty m b phn ra quyt nh ca cng ty khng th khng chc vchng thng xuyn tc ng tch cc hoc tiu cc ti cc quyt nh marketing cacng ty ( TS. Trn Minh o)

Mi trng marketing ca cng ty bao gm cc ch th v lc lng bn ngoimarketing, nh hng n kh nng qun tr marketing nhm xy dng v duy tr cc miquan h vi ngi tiu dng mc tiu ( Philip Kotler)

b) Phn loi Cn cvo bin gii DN

o Mi trng bn trong ( DN kim sot c )


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o Mi trng bn ngoi ( DN khng kim sot c ) Cn cvo phm vi tc ng

o Mi trng vmo MT nhn khu hco MT kinh to MT t nhino MT cng ngho MT chnh tro MT vn ha x hi

o Mi trng vi mo Cc lc lng bn trong cng tyo Nh cung ngo Trung gian marketingo i th cnh tranho Cng chngo Khch hng

Cn cvo kh nng kim sot ca DNo MT quc gia, DN kim sot co MT quc gia, DN khng kim sot co MT quc t, DN khng kim sot c

19.Cc loi mi trng v mi quan h gia cc yu t mi trng?Mi trng marketing c chia thnh 2 loi chnh: mi trng bn trong v mi trng bn

ngoi.

Nghin cu MTBT gip DN nhn r ccu ni ti, thy c im mnh, im yuca mnh.

Nghin cu MTBN gip DN nhn ra nhng chi v thch thc trong qu trnh hotng kinh doanh.

MTBN lun thay i, n gi vai tr quan trng nht v nh hng ln n DN =>Phi nghin cu thch ng vi nhng thay i .

MTBN l iu kin khch quan cn MTBT l kh nng ch quan => Cn thch nghiv iu tit cc yu t MTBT ph hp vi c im v bin ng ca MTBN.

Cc yu t MTBT, MTBN lun c s tc ng qua li v nh hng ln nhau.20.Ly 3 v d khc nhau phn tch nh hng ca Hip hi ngnh nghn hot

ng DN?

Hip hi l mt t chc t nguyn, phi li nhun ca cc c nhn, t chc cng ngnh ngh, cngsthch, c cng mc ch tp hp, on kt hi vin.

21.La chn 3 yu t thuc v cc t chc h trtrong mi trng vi m v phn tchnh hng


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Nhng ngi mi gii l nhng cng ty h trcho DN i ln, tiu th v ph bin hng haca DN trong gii khch hng. y gm c t chc trung gian bn ( nh bn bun) , cccng ty chuyn t chc lu thng hng ha ( nh bn l) , cc t chc dch v marketing vcc t chc ti chnh tn dng.

T chc trung gian bn: nhng cng ty kinh doanh h trDN tm kim khch hng hay trc

tip bn sn phm cho h. Mi gii thng mi c thm bo cho ngi t hng nhng iukin thun li va im, thi gian v th tc mua hng vi chi ph t hn so vi TH DN t lm.

Cc t chc dch v marketing: nhng cng ty nghin cu marketing, cng ty qung co,nhng t chc ca cc phng tin qung cco v cc cng ty t vn marketing gip cho DN snxut nh hng chnh xc hn v da hng ca mnh n nhng th trng thch hp i vi h.

Cc t chc ti chnh tn dng: gm cc ngn hng, cng ty tn dng, cng ty bo him vcc t chc khc h trcng ty u t cho cc thng v hay bo him chng ri ro lin quann vic mua hay bn hng ha. Phn ln cc cng ty v khch hng khng th b qua s gip

ca cc t chc ti chnh tn dng khi u t cho cc thng v ca mnh.22.La chn 3 yu t v nh cung cp trong mi trng vi m v phn tch nh hngGi thnh: chi ph nguyn vt liu u vo nh hng khng nhn sn phm u ra ca

DN. Chnh v vy m cc DN s c gng tm c nhng nh cung cp vi gi nh nht m vnm bo c cht lng ca nguyn vt liu

S lng sn phm: nh cung cp c th cung ng s lng sn phm theo ng vi yucu ca DN ra hay khng. Nu nh cung ng khng thp ng kp thi v s lng cngnh v thi gian s khin cho DN b ngng hot ng, gy ra thit hi ln vi DN.

Skhc bit ca cc nh cung cp: nu nh ngun nguyn vt liu m DN cn li ch cth mua c t 1 nh cung cp duy nht th s khin cho DN ph thuc rt nhiu vo nh cungcp m khng th t do la chn.

23.La chn 3 yu t thuc v ni dung nghin cu i th cnh tranh trong mitrng vi m v phn tch nh hng

Marketing coi i th cnh tranh trc ht l nhng mong mun khc nhau thn l cc hngha, dch v c kh nng thay th nhau trong vic tha mn nhu cu mong mun ca khchhng. Thng phn ra 4 loi i th cnh tranh:

Cnh tranh mong mun: cc i th cnh tranh th hin nhng kht vng ca NTD, muntha mn cc dng nhu cu c th - mong mun khc nhau trn cscng mt qu muasm nht nh.

Nhng loi hng ha khc nhau, cng tha mn mt nhu cu mong mun nht nh.Chng chnh l nhng HH, DV khc nhau c kh nng thay th cho nhau trong tiu dng tha mn mt nhu cu mong mun ging nhau. y l s cnh tranh gia cc ngnhkhc nhau. VD mua phng tin i li, ngi ta c th la chn : xe hi, xe my, xe


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p. Nu nh tro lu tiu dng l xe hi th l chi cho ngnh xe hi, nhng li lnguy ci vi ngnh sn xut v kinh doanh xe my, xe p.

Cc kiu hng ha khc nhau trong cng mt ngnh hng ( loi hng). Chng hn cnhtranh gia cc loi my pht in c cng sut khc nhau, cnh tranh ga cc ng cccng sut khc nhau

Nhng kiu (dng) hng ha khc nhau tha mn cng mt mong mun c th nh nhau,nhng c nhn hiu khc nhau.

24.La chn 3 yu t thuc v ni dung cng chng trong mi trng vi m v phntch nh hng

Cng chng trc tip ca mt DN l mt nhm ( gii) bt k quan tm thc s hay c th squan tm hoc c nh hng n kh nng t ti nhng mc tiu ra ca DN .

C 3 mc :

Cng chng tch cc l nhm quan tm ti cng ty vi thi thin ch. Cng chng tm kim l nhm cha quan tm nn cng ty ang tm kim s quantm ca h Cng chng khng mong mun l nhm c th ty chay cng ty

Cc cng ty trc tip nh hng n hot ng marketing ca DN thng c:

Gii ti chnh nh: ngn hng cc cng ty u t ti chnh, cng ty mi gii Giiny c nh hng trc tip ti kh nng m bo ngun vn ca cng ty.

Cc phng tin thng tin i chng nh: i pht thanh, i truyn hnh, bochNhm ny sa ra nhng thng tin c li hoc bt li cho cng ty.

Cc cquan Nh nc c kh nng tc ng n cc hot ng marketing nh: ccv sinh an ton thc phm, b ti nguyn & mi trng, b vn ha thng tinTytheo chc nng ca mnh m mi cquan c th tc ng n cc kha cnh khcnhau ca hot ng marketing ca DN.

25.La chn 3 yu t thuc v ni dung ti chnh trong mi trng vi m v phn tchnh hng

Mi trng ti chnh DN l kh nng ti cnh ca DN, phn nh quy m, sc mnh ca DNtrn th trng. nh gi kh nng ti chnh ca DN, ngi ta thng thng qua mt s chtiu nh:

Vn: vn kinh doanh trong DN th hin bng tin ca ton b ti sn DN dng trong kinhdoanh, bao gm: ti sn bng hin vt, bng tin, bng pht minh sng ch hay b quyt kthut.

Kh nng huy ng vn: DN c th huy ng vn t nhng ngun nh sau:Bn trong:

o Tin khu hao TSC, li nhun ti u t


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o Cc khon d phng, thu t thanh l, nhng bn.Bn ngoi:

o Vay ngn hng, vay cc t chc kinh to Vay nh cung cpo

Pht hnh tri phiu, c phiu. Hiu qu sdng vn26.La chn 3 yu t thuc v nhn strong mi trng vi m v phn tch nh hng

Mi trng nhn s l i ng cn b, cng nhn vin ca DN th hin c th bng slng cn b, trnh hc vn, hng pht trin nhn lc, chi ph ginh cho o to nhn vin.nh gi mi trng nhn s cn c vo:

Quy m v ccu nhn s trong DN: Tng s CB, NV trong DN T l CB, NV chia theo tui, gii tnh, trnh hc vn: nh trong cc cng ty kim

ton, nht l PWC lun c gng duy tr t l n gii l chim 1/3 trn tng s nhn vinm bo mc cn bng gii tnh trong DN

Chi ng: nu chi ng khng tha ng s khin cho nhn vin cm thykhng hi lng, dn n vic thiu trch nhim trong cng vic v thm ch c th bcng ty sang mt cng ty khc c ch tt hn

Ngn sch dnh cho hot ng o to v ti o to ngi lao ng: nhn lc l ngunlc quan trng nht ca DN, nn DN cn tp trung u t cho ngi lao ng hc cchi c hc tp, pht trin, nng cao knng ca bn thn, t nng cao nng sut,hiu qu lm vic => tng li nhun cho DN

Chin lc nhn s ca DN:Chin lc tuyn dng ngun nhn lc ng n gip DN c c mt ngun nhn lc

ph hp v c cht lng tt trong tng lai vi mc u t tit kim nht.

Chin lc xy dng v pht trin nhn s: s lt ngi tham gia cc kha o to, ccu v s lng cc kha, hnh thc v ni dung chng trnh o to, tng chi pho to

27.La chn 3 yu t thuc v ni dung cng ngh trong mi trng vi m v phn tchnh hng.

Mi trng cng ngh l kh nng v cng ngh ca DN. Yu t phn nh trnh cngngh ca DN:

S lng bng pht minh, sng ch, b quyt k thut Chin lc pht trin cng ngh: chin lc pht trin cng ngh trong di hn, ngn hn.

V trong mt x hi ang ngy mt pht trin lin tc, cc cng ngh nhanh chng b lithi. Nu nh DN no kp thi u t, cp nht cng ngh mi s c li th cnh tranh rtcao so vi cc i th.


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Nng lc ca DN trong hot ng nghin cu v pht trin: DN nn u t tuyn chn ranhng nh nghin cu chuyn mn lun nng cp, ci tin nhng sn phm ca mnhnhm thch ng kp thi vi nhu cu a dng ca th trng.

Ngn sch ca DN dnh cho hot ng R&D: Hoa K dn u th gii v chi ph hngnm cho nghin cu v pht trin.

28.La chn 3 yu t thuc v ni dung vn ha DN v phn tch nh hngVn ha DN l ton b cc gi tr vn ha c gy dng nn trong sut qu trnh pht

trin ca mt DN, trthnh cc gi tr, cc quan nim v tp qun, truyn thng n su vo hotng ca DN y v chi phi tnh cm, np suy nghv hnh vi ca mi thnh vin trong DN theo ui v thc hin cc mc ch ca DN.

Cc nhn t cu thnh VHDN gm:

Trit l kinh doanh C 3 loi trit l kinh doanh:o Trit l p dng cho cc c nhn kinh doanho Trit l cho cc t chc kinh doanho Trit l p dng cho c 2

Hnh thc: vn bn, cu khu hiu, bi ht, nhng gi tr nim tin trong cc thnh vinDN

Ni dung: s mnh ca DN, cc phng thc hnh ng, cc nguyn tc to ra mtphong cch ng x, giao tip c th cho DN.

o c kinh doanho o c trong qun tr ngun nhn lco o c trong hot ng k ton ti chnho S cnh tranh lnh mnh ca DN vi i th

Vn ha doanh nhn: nng lc, t cht, o c, phong cch.29.La chn 3 yu t thuc v 3 mi trng i th cnh tranh, cng ngh, vn ha DN

trong MT vi m v phn tch nh hng ( trn)30.La chn 3 yu t thuc v ni dung MT chnh tr, lut php v phn tch nh

hng

Yu t chnh tr:

H thng chnh tr, h thng cquan qun l cc cp. Chnh sch chnh tr ca cc quc gia nh hng n hot ng kinh doanh ca cng ty:

o MT chnh tr thn thin to iu kin cho cc nh u to MT chnh tr bt n gy tc ng xu ti hot ng kd ca nh u t

Yu t php lut:

DN cn phi nghin cu h thng php lut ca quc gia.

Lut php dng :


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o Gii quyt tranh chp gia cc DNo Bo v ngi tiu dngo Bo v li ch x hi

31.La chn 3 yu t thuc v ni dung MT kinh t v phn tch nh hng Mc thu nhp: nhng vng nng thn th a s ngi tiu dng c mc thu nhp thp

nn cc DN cn tnh ton tht k trc khi a SP ca mnh vo th trng ny. Vinhng NTD nng thn th a phn h ch la chn nhng dng sn phm gi r mdng n ch khng quan tm nhiu n nhng mt hng xa x, t tin.

T l lm pht: khi lm pht tng nhanh s khin gi c tng mnh lm tng chi ph snxut kinh doanh, nh hng n kh nng cnh tranh ca cc DN v ton b nn kinh t.Lm pht cao lm gim gi trng tin trong nc. Lm pht cao c bit nh hngxu n nhng ngi sng bng thu nhp cnh nh nhng ngi hng lu hu haycng chc. Phc li v mc sng ca h s b gim i. Nhng DN nh ngn hng cn cnhng bin php nh tng li sut tin gi th NTD s khng gi tin NH na m tmcch u cvo t ai, khin gi c tng cao

T gi hi oi: lam pht nh hng n t gi hi oi. Khi mt nc c lm pht thsc mua ng ni t gim, vi t gi hi oi khng i, hng ha dch v trong nc thn trn th trng nc ngoi trong khi hng ha dch v nc ngoi r hn trn thtrng trong nc. NTD trong nc s chuyn sang dng hng ngoi nhiu hn khin chocc DN trong nc chu cnh m, doanh s gim, nhp khu tng, cu ngoi t tng, tgi hi oi tng.

32.La chn 3 yu t thuc v ni dung MT VH-XH v phn tch nh hng Nhng gi tr vn ha ct li bn vng

Nhng ngi sng trong mt XH c th c rt nhiu nim tin v gi tr ct li c khuynh

hng tn ti lu bn. Chng hn nh hu ht ngi Mu tin l phi lm vic, lp gia nh,lm cng vic t thin v sng t thin. Nhng nim tin v gi tr ct li c truyn t b msang con ci v c cc nh ch XH, nh nh trng, nh th, DN nh nc cng c thm

Mi nn vn ha u bao gm nhng nhnh VHMi XH u chng ng nhiu nhnh VH, tc l nhng nhm ngi khc nhau cng chia

s nhng gi tr ny sinh t nhng kinh nghim v hon cnh sng nht nh. Trong TH ccnhm ca nhng nhnh vn ha th hin nhng mong mun v hnh vi tiu dng khc nhau,,nhng ngi lm marketing c th la chn cc nhnh vn ha lm nhng th trng mc tiu

ca mnh. Sbin i VH

Mt s chun mc gi tr VH c th thay i nhanh theo tng tnh hung. Nhng bin iny i khi to ra chi marketing rt ln. V d ngi ta c th thay di trang phc gn vi mts kin c th hay do thn tng ca h thay i sang kiu trang phc .

33.La chn 3 yu t thuc v ni dung MT tnhin v phn tch nh hng


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Bao gm cc yu t t nhin nh hng n ngun lc u vo v cc hot ng kinhdoanh ca nhiu ngnh cng nghip.

Nhng ngi lm marketing cn nhy bn vi nhng mi e da v chi gnlin vi bn xu hng trong MT t nhin:

Thiu ht nguyn liuVt cht ca tri t c loi v hn, hu hn, c th ti to c v loi hu hn khng ti

to c. Ngun ti nguyn v hn nh khng kh khng t ra vn cp bch. Cc nhm bov MT vn ng cm s dng mt s cht y nht nh trong cc bnh xt, v chng c khnng ph hy tng zne. Nhng ngun ti nguyn hu hn, ti to c nh rng, thc phn cns dng mt cch khn ngoan.

Chi ph nng lng tngMt ngun ti nguyn hu hn khng th ti to du m - ra nhng vn nghim

trng cho nn kinh t th gii. Gi du m tng vt thc y vic tm kim ro rit nhng dngnng lng khc. Than li trnn ph bin v cc cng ty tm kim nhng phng tin c ngha thc tin khai thc nng lng mt tri, ht nhn, gi v cc dng nng lng khc.

Mc nhim tngMt s hot ng cng nghip chc chn s hy hoi cht lng ca mi trng t nhin.

Mi lo lng ca cng chng to ra chi marketing cho nhng cng ty nhy bn. N to ramt th trng ln cho cc gii php kim sot nhim, nh thp lc kh cc trung tm ti sinhv h thng bi thi. Hay n dn n ch tm kim nhng phng n sn xut v bao gi hng

ha khng hy hoi mi trng.34.La chn 3 yu t thuc v ni dung MT nhn khu hc v phn tch nh hng

Mi trng nhn khu hc m t nhng c trng cbn nht lin quan n con ngi miquc gia

VD:

Ngh nghip: nhn vin cng sn mc nhng b qun o lch s, kn o vi ngh ca mnh.Ngi mu thi trang li i hi nhng b qun o c tnh thi trang cao, phong ph v a dnghn.

Tui tc: ngi gi thng mc nhng b qun o gin d, ch yu gim v trng lch s.Ngi trn mc c cht ph cch, ti tr, nhiu mu sc.

Gii tnh:n ng n mc n gin, th hin s khe khon, nam tnh. Ph n thng mc bst th hin ng cong, hoc nhng b qun o cu k hn, nhiu mu sc hn..

35.La chn 3 yu t thuc v ni dung MT KHKT-Cng ngh v phn tch nh hng


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Mi trng cng ngh l ton b cc yu t phn nh trnh cng ngh ca quc gia .

Tnh hnh cng ngh:

S tng tc ca vic thay i cng ngh: rt nhiu sn phm thng thng ngy nay cch ay 30nm khng th kim c nh my tnh c nhn , u a, ng hin tNgy cng nhiu

tng em li kt qu, v thi giant khi c nhng tng mi n khi thc hin thnh cngang c rt ngn nhanh chng, v thi gian t khi a vo sn xut n nh cao ca sn xutcng c rt ngn ng k.

Nhng chi i mi v hn: ngy nay cc nh khoa hc ang nghin cu mt lot nhng cngngh mi rt k l s to nn mt cuc CM i vi cc SP v c qu trnh sn xut ca ta.

36.La chn 3 yu t thuc trong cc p lc cnh tranh i vi doanh nghip v phntch nh hng

5 p lc cnh tranh:

i th cnh tranh hin ti trong cng mt ngnh ( cnh tranh gia cc i th hin ti ):o Cc ro cn nu mun thot ra khi ngnho Mc tp trung ca ngnho Chi ph cnh/ gi tr gi tngo Tnh trng tng trng ca ngnho Khc bit gia cc sn phmo Cc chi ph chuyn io Tnh a dng ca cc i th cnh tranh.

Khch hng ( quyn thng lng ca ngi mua):o V th mc co S lng ngi muao Thng tin m ngi mua c co Tnh c trng ca nhn hiu hng hao S khc bit ha sn phmo Mc tp trung ca KH trong ngnho ng cca KH

Sn phm thay th ( nguy cca sn phm v dch v thay th)o Cc chi ph chuyn i trong s dng sn phmo Xu hng s dng hng thay th ca khch hngo Tng quan gi c v cht lng ca cc mt hng thay th.

Nh cung ng ( quyn thng lng ca nh cung ng ):o Mc tp trung ca cc nh cung cpo Tm quan trng ca s lng sn phm i vi nh cung cpo nh hng ca cc yu tu vo vi chi ph hoc s khc bit ha sn phmo S tn ti ca cc nh cung cp thay tho Nguy ctng cng s hp nht ca cc nh cung cp


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Cc i th tim nng ( nguy cca ngi mi nhp cuc): cc ro cn gia nhp:o Cc li th chi ph tuyt io S hiu bit v chu k dao ng th trngo Kh nng tip cn cc yu tu voo Chnh sch ca chnh pho Tnh kinh t theo quy m

37.Khch hng, cc loi khc hng v tm quan trng ca khch hng i vi DN?Khch hng l nhng ngi , ang v s mua sn phm ca DN.

C 2 loi Khch hng:

KH B2B ( Business to business): KH mua hng bn li dng cho mc ch thng mi KH B2C ( business to customer): KH mua hng tiu dng, dng cho mc ch c nhnPhn bit B2B so vi B2C:

Cu trc : t ngi mua hn nhng tm chn Tnh cht hnh v mua:

o C nhiu ngi nh hng n vic mua hng: ngi s dng ( user), ngi nhhng ( influencer), ngi quyt nh ( decider), ngi mua ( buyer), ngi gccng ( gatekeeper ngi a thng tin hng ha ti DN)

o Mua hng chuyn nghip hn Quy trnh ra quyt nh mua

o Quan h cht ch gia ngi cung ng vi khch hngo Quy trnh ra quyt nh mua phc tp hn.

38.Trnh by ni dung nghin cu khch hng t chc?

Phn tch hnh vi mua ca DN:

Cc dng chnh ca vic mua sm TLSX Nhng ngi tham gia vo qu trnh mua Cc nhn tnh hng ti hnh vi mua Cc bc ca tin trnh mua39.Trnh by ni dung nghin cu khch hng c nhn? Phn tch nhm yu tnh hng n hnh vi mua ca Khch hng Tm hiu quy trnh ra quyt nh mua ca Khch hng Nghin cu hnh vi mua ca Khch hng T DN c nhng hot ng thc y nhu cu mua hng ca khch, iu chnh hnh

vi mua, lm nhanh ln qu trnh ra quyt nh mua ca h vi sn phm ca DN mnh.40.Phn tch hnh vi mua ca khch hng c nhn?

A/ Nhm yu tnh hng n hnh vi mua

Vn ha: nn VH, nhnh VH, s hi nhp v bin i vn ha


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VD: VH n nh cch c xc XH chp nhp nh: tc l, ngn ng, c ch giao tip..

VD: tng lp XH: nhng tng lp cao trong XH, c nhiu tin, h mua nhng chic xet tin v khi mua mt mn xa x nh vy, ht khi n o. Cn tng lp cng nhn, nngdn, h ch cn c phng tin i li ( xe p,..), khi mua th g t hn h thng n o lu vsuy nghrt klng.

X hi: giai tng XH ( ng cp XH), nhm tham kho, gia nh, vai tr v a v ca cnhn

VD: mua 1 mn cha ai s dng phi n o hi lu, nhng nu c nghe qua nginh, bn b ( dng sn phm) phn hi li rt tt th ta c th tm n v mua ngay.

C nhn: tui v giai on ca chu k sng, ngh nghip, hon cnh kinh t, li sng,nhn cch, thc.

VD: mt ngi keo kit s khng vung tin ra mua bt c th g m h ngh l tn km

ca h, mt ngi ngi tit kim s mua mt cch c tnh ton, mt ngi tiu hoang s muav ti v, k c nhng g m h khng dng n.

Tm l:ng c, nhn thc, hiu bit, nim tin v quan imVD: sau khi xem 1 qung co, ta tin tng mt hng cht lng rt tt, ta lin mua

ngay.

B/ Phn loi hnh vi mua ca KH:

Hnh vi mua sm phc tp: NTD thc hin hnh vi mua phc tp khi h nhn thc cs khc bit ln gia cc nhn hiu. NTD c th rt quan tm khi SP t tin, ri ro nhiu,mua khng thng xuyn v lin quan nhiu n s t th hin ca h. NTD phi tri qua qu trnh hc hi, tm hiu rt nhiu v SP , pht trin lng tin

vo SP trc khi quyt nh. VD: laptop, iphone, ipad

Hnh vi mua sm m bo hi ha: Tham gia nhiu vo vic mua sm nhng loi SPt tin, t khi mua, c nhiu ri ro m cc nhn hiu li t c s khc bit, k c gi bncng nm trong khong nht nh th ngi mua khng mt nhiu thi gian kho st vnhanh chng quyt nh mua. Cscho s cn nhc ca h ch yu l gi bn nhn hiuno r hn v iu kin mua thun li hn. Tuy nhin khng chc rng mi quyt nhmua theo nhn hiu la chn ca ngi mua l hon ton ng n. Sau khi mua,khch hng c th cm thy hi tic do nhn ra mt vi im bt tin ca SP , hay nghethy d lun tt v cc nhn hiu khc. KH b nhiu thi gian chn la v quyt nh do quan tm v gi c, nhng khng

cn lm n s khc bit v thng hiu, thng hi kin t cc ngun thng tin cnhn l chnh. VD: qut in, qut hi nc

Hnh vi mua sm tm kim sa dng: khi vic mua hng c trng bi vic mua hnhvi t quan tm nhng c s khc bit nhiu gia cc nhn hiu. Trong TH ny, KH thng


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thay i nhiu nhn hiu khc nhau. Chng hn khi mua bnh, NTD thng c mt snim tin no v la chn mt nhn hiu m khng nh gi nhiu, m nh gi SPtrong khi tiu dng. NTD c th chuyn sang s dng mt nhn hiu trnh s nhmchn hoc n gin l th mt s khc bit. Vic chuyn sang nhn hiu khc xuthin tm kim sa dng hn l v h khng hi lng vi nhn hiu mua. VD: nchoa, in t

Hnh vi mua sm thng thng: trong iu kin quan tm t v t s khc bit c ngha gia cc nhn hiu. Khch hng t quan tm khi mua loi sn phm ny, h chngin i n ca hng v ly sn phm, tr tin, nu h c nh mua cng nhn hiu, th l thi quen hn l s trung thnh vi nhn hiu. NTD c v t quan tm khi SP cgi thp, mua thng xuyn. VD: bt git, thuc nh rng

41.Phn tch hnh vi mua ca khch hng t chc?Nhm yu tnh hng n hnh vi mua:

Mi trng: mc cu, quan im kinh t, gi tr ca ng tin, tc thay i ca cngngh; nhng pht trin v chnh tr, lut php, s pht trin cnh tranh

VD: khi cng ngh cm ng ra i, khch hng khng cn mun mua in thoi bn phm

na,

T chc: mc tiu, chnh sch, th tc, ccu t chc, h thng,VD: Lng khch hng yu thch laptop Y tng ln, mc tiu ca cng ty l trong thng

X s bn tng ln bao nhiu chic laptop Y, do vy t chc s nhp nhiu hng v hn thng

trc

Quan h c nhn: quyn th, a v, sng cm, sc thuyt phcVD: Doanh nghip sn xut d tha mt hng A, do vy, h thuyt phc khch hng l

cng ty B gip h bn mt hng ny, ph thuc vo mi quan h gia 2 cng ty, v kh

nng bn, cng ty B s quyt nh c trgip hay khng

C nhn: tui tc, thu nhp, hc vn, v tr cng tc, nhn cch, thi i vi ri ro, vnha

42.Phn tch quy trnh ra quyt nh mua ca khch hng c nhn?Xut hin nhu cu => tm kim thng tin => nh gi v la chn => Quyt nh mua

=> Hnh ng mua => Phn ng sau mua.

Xut hin nhu cu: c th do tc ng bn trong hoc bn ngoi


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o Tc ng trong: tm sinh l ( t bn thn mun)o Tc ng ngoi: do gia nh, x hi, bn b c kin tt v sn phm hoc phn

hi tt t ngi ni ting

Tm kim thng tin: nu cng ng chng ti hng ha hay dch v c ththa mn nhu cu ca ngi tiu dng mnh th ngoi nhng thng tin vn c, ngita s tch cc tm kim v b sung thm nhng thng tin, vi tng c hng ti tnhiu ngun khc nhau nh:

o Ngun thng tin c nhn ( gia nh, bn b, ngi quen)o Ngun thng tin thng mi ( qung co, trin lm, ngi bn hng)o Ngun thng tin ph thng ( qua cc phng tin thng tin i chng, cc t chc

nghin cu..)o Ngun thng tin kinh nghim thc t ( t tm hiu, nghin cu, s dng hng

ha)

nh gi v la chn: trn c s thng tin c c, ngi tiu dng c th c mt sphng n la chn i vi i tng c hng ti. Ngi tiu dng tin hnh so snh

cc phng n y la chn mt phng n ti u. Qu trnh ny chu tc ng ca 2loi yu t na:

o Yu t khch quan: nh hng ca cc kin, ca nhng ngi khc gy ntng mnh mi vi vic s dng cc sn phm

o Yu t ch quan: thi quen, sthch ring ca ngi tiu dng, loi yu t ny ctnh cht bo th, nh marketing kh tc ng thay i

Quyt nh mua hng: t kt qu so snh nh gi cc phng n, ngi tiu dng in quyt nh mua hng v sau l hnh ng mua hng thc s. Vn c th thay ivo pht cht do nhng yu t bt ng( VD nh thy mt hng khc tt hn, khng mang tin)

Hnh ng mua: xy ra v khng th thay i. Phn ng sau mua thi ca ngi tiu dng i vi hng ha, dch v mua. Thi

tch cc l ngi tiu dng cm thy c s tha mn nhu cu mong mun i vihng ha dch v mua em li, khng c iu g cm thy hi tic vi hnh ng muaca mnh. Thi tiu cc l ngi tiu dng cm thy hi tic, phm sai lm khi quytnh mua hng ha dch v do vic phn tch nh gi thng tin thiu chnh xc.

43.Phn tch quy trnh ra quyt nh mua ca khch hng t chc? thc v nhu cu M t khi qut nhu cu Xy dng h thng tiu chun & ch

tiu k thut

Tm kim nhng ngi cung ng

nh gi, la chn nh cung ng

mphn, tha thun chi tit. lm th tc t hngnh gi hiu qu

Bao gm nhng giai on:

thc v nhu cu: nhu cu ca nh sn xut y c th l nhu cu thng xuyn vcng c th l ngu nhin xut hin. V d nh nhu cu v nguyn liu cho sn xutnhng sn phm hin c, l nhu cu thng xuyn. tha mn nhu cu ny nh sn


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xut thng c nhng ngun cung cp thng xuyn, n nh do vy qu trnh i nquyt nh cui cng din ra nhanh chng. Ngc li, vi nhu cu ngu nhin do tc ngca cc nhn t bn trong hoc bn ngoi DN lm pht sinh th qu trnh i n quytnh mua hng phc tp hn nhiu. VD: cng ty quyt nh sn xut sn phm mi, sn xut sn phm ny cn c nhng my mc thit b v vt t mi.

M t khi qut nhu cu: xc nh nhng c tnh chung ca hng ha hay dch v cnmua, s lng, sp xp th t nhng mong mun i vi hng ha hay dch v.

Xy dng h thng tiu chun v ch tiu kthut Tm kim nh cung ng Yu cu cho hng: DN yu cu cc nh cung ng hng u cho hng theo yu cu ca

mnh

nh gi la chn nh cung ng chnh thc hng ha dch v. C th la chn mtvi ngi cung ng trnh b l thuc nh trong TH chn mt ngi cung ng duy nht

m phn, tha thun chi tit, lm th tc t hng nh gi hiu qu ca nh cung ng. Qua nh gi, cc nh sn xut mua hng quyt

nh nn tip tc hp tc vi ngi cung ng no hay khc t hng ha, dch v cangi cung ng no.

44.Phn tch cc nhm ngi nh hng n quyt nh mua hng ca khch hng cnhn?

Ngi ch xng (initiator): ngi gi , lm xut hin nhu cu mua hng Ngi c nh hng (nfluencer): nhng ngi a ra kin thc gic, ngn cn, ni

tt, ni khng tt v sn phm lm nh hng n ngi mua

Ngi quyt nh (Decider): ngi a ra quyt nh mua Ngi mua (buyer): ngi thc hin hnh ng mua hay khng, VD: a tr mun mua

chi, nhng m khng b tin ra mua.

Ngi sdng (user): Ngi c nhu cu mua, mc cn thit s dng sn phm.VD: a tr cn mua bt ch kim lm bi tp v nh

45.Phn tch cc nhm ngi nh hng n quyt nh mua hng ca khch hng tchc?

Ngi sdng (user): Ngi c nhu cu mua. VD: nhn vin mun mua my fax sdng

Ngi nh hng (nluencer): Ngi a ra kin v mc cn thit s dng snphm. VD: mua my fax c cn thit hay khng, c cn mua my a nng thm cc chc

nng in n hay khng?

Ngi quyt nh (Decider): Ngi k duyt a ra quyt nh mua Ngi mua (buyer): Ngi thc hin hnh ng mua


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Ngi gc cng (gatekeeper): Ngi a thng tin v sn phm n vi Doanhnghip. VD: Khi cng ty cn mua my fax, th nhng hng ha ra la chn l nhng

hng no, ngi gc cng s cho nhng hng no vo danh sch la chn mua hng.

46.Khi nim th trng v cch thc phn loi th trng?Theo quan im truyn thng: Th trng l ni din ra trao i, l ni tin hnh cc hot

ng mua bn.

Trong marketing, Philip Kotler nh ngha: th trng l tp hp nhng ngi mua snphm ca DN, gm nhng ngi mua hin ti v nhng ngi mua tim nng.

i vi DN: Th trng l ni c nhng nhu cu cn c p ng.

Phn loi th trng:

Cn c vo v tr ca sn phm trong ti sn xut: th trng tiu dng v th trngDN

Cn c vo tm quan trng ca th trng: th trng chnh, th trng ph Cn c vo tnh cht kinh doanh: th trng bn bun v bn l Cn c vo quan h cung cu: th trng ngi bn v ngi mua. Cn c vo lnh vc kinh doanh: th trng hng ha, dch v, sc lao ng, ti

chnh Cn c vo phm vi lu thng: th trng dn tc, khu vc, th gii.Ngoi ra DN cn phi bit thm mt s dng th trng na nh:

Th trng hin ti th phn ca DN trong tng dung lng th trng Th trng hn hp bao gm th tphn ca Dn v ca i th cnh tranh Th trng tim nng mt phn khch hng trong th phn ca i th cnh tranh v

mt phn trong s nhng ngi cha tham gia tiu dng sn phm.

Th trng l thuyt bao gm th trng hin ti v th trng tim nng Th trng thc nghim ni bn th nghim sn phm mi ca DN47.Phn tch cc khi nim th trng thng gp? Th trng hin ti th phn ca DN trong tng dung lng th trng Th trng hn hp bao gm th tphn ca Dn v ca i th cnh tranh

Th trng tim nng mt phn khch hng trong th phn ca i th cnh tranh vmt phn trong s nhng ngi cha tham gia tiu dng sn phm. Th trng l thuyt bao gm th trng hin ti v th trng tim nng Th trng thc nghim ni bn th nghim sn phm mi ca DN48.Nghin cu th trng v tm quan trng ca nghin cu th trng i vi DN.

Khi nim: nghin cu th trng l thit k c h thng, thu thp, phn tch v bo co d liulin quan n tnh hung marketing c th ca t chc ( Philip Kotler)


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Vai tr:

NCTT l 1 cng c h trc lc cho DN bi n p ng nhu cu thng tin ca cc DNtrong thi bui cng ngh thng tin hin i.

NCTT gip DN hiu c nhng chi & thch thc ca th trng thng qua tm hiukhch hng ca hang cn g, xu th tiu dng trong th trng nh th no

49.M t khi qut v quy trnh nghin cu th trng?Xc nh vn cn nghin cu Lp k hoch nghin cu Thu thp thng tin

Xl thng tin Bo co kt qu nghin cu Ra quyt nh Marketing

Xc nh vn nghin cu: xc nh r rng i tng nghin cu. Xc nh r rngvn nghin cu s gip cho vic thu thp v phn tch nhng thng tin c th, cn thitcho vic a ra nhng quyt nh.

Lp k hoch nghin cu: xc nh mc ch nghin cu l g, t tr li cc cu hi:o Thu thp thng tin g?o Thu thp nh th no?o Ngn sch bao nhiu?

Thu thp thng tino Thu thp thng tin thcp:

u im:

Khng tn km lm, thng c c t cc xut bn phm. Thu thp nhanh chng Thu c t nhiu ngun khc nhau => c th so snh

Nhc im:

Khng ph hp mc ch nghin cu C th lc hu hay c C th c mu thun trong cc t liu thu thp c.

C 2 ngun chnh thu thp c cc thng tin th cp: bn trong DN v bnngoi DN.

o Thu thp thng tin scp: thng tin thu thp gii quyt nhng vn nghincu hoc cc cu hi c th.

u im:

Ph hp mc ch nghin cu


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Thng tin c kim sot, r rng Khng c mu thun v s liu gia cc ngun khc nhau Gii p c nhng V m thng tin th cp khng p ng c.

Nhc im:

Mt thi gian, chi ph ln C thng tin khng th thu thp c

Cch tip cn ca DN c tnh cht hn ch DN khng c kh nng thu thp loi thng tin scp .

Xl v din gii thng tin Bo co kt qu nghin cu. Ra quyt nh marketing ph hp50.nh ngha v c im ca thng tin thcp?

nh ngha: thng tin th cp l nhng thng tin c sn m DN c th tng hp, phn tch

u im:

Khng tn km lm, thng c c t cc xut bn phm. Thu thp nhanh chng Thu c t nhiu ngun khc nhau => c th so snh

Nhc im:

Khng ph hp mc ch nghin cu C th lc hu hay c

C th c mu thun trong cc t liu thu thp c.C 2 ngun chnh thu thp c cc thng tin th cp: bn trong DN v bn

ngoi DN.

51.nh ngha v c im ca thng tin scpnh ngha: thng tin scp l ngun thng tin cha c m DN tm cch thu thp.

u im:

Ph hp mc ch nghin cu Thng tin c kim sot, r rng Khng c mu thun v s liu gia cc ngun khc nhau Gii p c nhng V m thng tin th cp khng p ng c.

Nhc im:

Mt thi gian, chi ph ln


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C thng tin khng th thu thp c Cch tip cn ca DN c tnh cht hn ch DN khng c kh nng thu thp loi thng tin scp .

52.Thng tin thcp v cc phng php thu thp thng tin thcp? Nhng vn cn ch .

thu thp thng tin th cp c nhiu cch khc nhau.

Trc y th c: ct dn, ghi chp, lp phiu ( ph bin nht l nhng loi phiu cl)

Ngy nay, s dng my tnh c nhn, internet thu thp, tch ly v x l cc thngtin th cp.

Lu :

D theo phng php no cng phi ghi r ngun gc cc thng tin y. iu rt cnthit cho vic s dng v khi cn c th kim tra li.

ng thi phi tin hnh kim tra tin cy ca cc thng tin y.53.Thng tin scp v cc phng php thu thp thng tin scp? Nhng vn cn

ch

C 4 phng php chnh thu thp thng tin scp: thm d kin, quan st, thc nghimv m phng.

Trong qu trnh thm d kin cn phi thu thp mt cch c h thng nhng thng tin tnhng i tng iu tra bng cch tip cn vi h trc tip qua in thoi hay qua th bu in.H c th cung cp cc thng tin v cc mi quan h, v tnh hnh mua hng trong thi gian qua

v nhng c im ca ngi tiu dng.

Thu thp thng tin theo phng php quan st tc l n hin trng quan st bng mthay bng cc thit b ring, khng tip xc vi nhng ngi tiu dng. Phng php ny chophp ngi ta phn tch v khng nh nhng hnh vi trong nhng tnh hung thc t. Tuy nhinn cng c nhc im l c khi khng xc nh c thi hay hnh vi ca ngi mua hocngi iu tra l gii cc hnh vi y khng ng, theo ch quan ca mnh.

Phng php thc nghim l phng php thay i mt vi yu t no ( yu t c thkim sot c) cn cc yu t khc th gi nguyen. Ssau a ra th nghim xem kt qu

so snh vi khi cha thay i.Phng php m phng l xy dng cc m hnh nhmy tnh in t S dng cc yu t

kim sot c v khng kim sot c m DN c th gp phi, sau to ra nhiu phng nphi hp khc nhau nh gi nh hng ca cc nhn t vi chin lc Marketing ca DN.Phng php ny khng i hi s hp tc t pha ngi tiu dn, ni chung l phc tp, kh pdng v quan trng l cn ty thuc vo nhng yu ta vo m hnh.

54.Trnh by phng php thu thp thng tin scp thng qua iu tra bng cu hi?


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Dfdf

Bc 1: Xc nh quy m mu & cch thc chn muo Mu ngu nhin

Chn ngu nhin n gin: mi n v ca tng thu c kh nngc chn nh nhau

Chn ngu nhin h thng: mi phn t ca tng th c chi cchn nh nhau

Chn mu cm: vd chn 1 lp hc, 1 gia nho Mu phi ngu nhin

Mu thun tin Mu phn on Mu ch tiu: chn mu theo 1 s lng nht nh c t ra

Bc 2: Thit k bng hio Cc dng cu hi: c 3 dng

Dng m: Cu hi m thm d kin: mong mun nhiu thng tin hn. VD:

Bn c suy nghg khi xem qung co Sony Xperia Ray?

Cu hi m khng thm d kin: ch cn cu tr li n gin.VD: Bn c phn ng g khi xem qung co Sony Xperia Ray?

Dng ng (phn loi): 2 la chn: c/khng, ng/sai, a la chn

Thang o: l thang o t nhin (c s hc) hoc thang o tng hp (ch),gm 3 loi: (xem v d trong slide hiu r)

Thang o nh danh: xc nh nhng bin th ca du hiu. VD:Nam n,

Thang o th t: phn bit cc phm tr c quan h hn km. VD:cao cp bnh dn trung bnh,

Thang o khong: nu r khong cch gia cc la chn Thang o t l: lng ha d liu

o Phng php thit k bng hi Xc nh d liu cn tm


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Xc nh phng php phng vn Phc tho ni dung bng hi Chn dng cu hi Xc nh t ng thch hp cho bng hi

Xc nh cu trc bng hi Thit k vic trnh by cu hi iu tra th

o Nhng iu cn ch Nn:

Dng t ng quen thuc, khng dng ting lng Dng t d hiu t cu hi ngn gn, sc tch, r rng

Khng nn: t cu hi bt ngi hi phi hi tng nhiu t cu hi qu c th Dng ngn t khng ph hp t cu hi nhng li gi sn cu tr li Lm ngi tr li c xu hng cc oan Dng ngn t c snh gi (sp hng u) Hi v vn ring t t cu hi khi gi sdin

o Thit k khung cu hi Phn mu: gy thin cm vi ngi c phng vn Cu hi nh tnh: Xc nh r i tng Cu hi hm nng: tp trung vo ch cn hi Cu hi c th: lm r ni dung cn nghin cu Cu hi ph: thu thp thm thng tin ngi c phng vn (tui tc, ngh

nghip)

Bc 3: Xl v phn tch s liu55.Trnh by phng php quan st? Nhng vn cn ch .Thu thp thng tin theo phng php quan st tc l n hin trng quan st bng mt hay

bng cc thit b ring, khng tip xc vi nhng ngi tiu dng. Phng php ny cho php


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ngi ta phn tch v khng nh nhng hnh vi trong nhng tnh hung thc t. Tuy nhin ncng c nhc im l c khi khng xc nh c thi hay hnh vi ca ngi mua hocngi iu tra l gii cc hnh vi y khng ng, theo ch quan ca mnh.

Vi phng php ny cn ch quan st hnh vi khch hng mt cch khch quan, khng

a kin c nhn ca mnh vo qu trnh quan st c c kt qu chnh xc hn.

56.Nhng khi nim chin lc v chin lc marketing. Lit k cc loi chin lcmarketing?

Khi nim: chin lc l chng trnh hnh ng, k hoch hnh ng c thit kt c mt mc tiu c th, l t hp cc mc tiu di hn v cc bin php, cc cch

thc, con ng t n cc mc tiu .

Chin lc Marketing l m hnh/ phng n phi hp kh nng, mc tiu v ngun lcca t chc trong mi tng quan, tng tc vi th trng, vi cnh tranh cng cc yu

t mi trng khc. Cc loi chin lc Marketing:

o CL khng phn bit: cng ty tp trung vo nhng ci ng nht trong nhu cu, bqua cc im khc bit ca cc phn th trng khc nhau.

o u im: Tit kim chi ph sn xut, chi ph marketing do hiu qu tng theo

quy m. iu ny gip cho cng ty t gi thp, v nh vy ph hp

vi th trng nhy cm v gi.

o Nhc im: Kh khn khi hon cnh kinh doanh thay i bi v quy m th

trng cng ln th cng kh thay i

Do nhu cu th trng a dng nn sn phm ca cng ty kh lngp ng nhu cu ca ng o khch hng.

Vic b qua thi trng nh s dn ti nguy c tim n cho cc ith cnh tranh xm nhp vo th trng

o CL phn bit: cng ty tham gia nhiu on th trng khc nhau vi cc chngtrnh marketing phn bit cho tng on th trng. Nh vy, vi mi on th

trng, cng ty xy dng mt chin lc marketing hn hp ring

o u im: C kh nng xm nhp su vo cc on th trng nhp ng nhu

cu ring bit ca KH trn mi on, do vy s gim bt nguy cb


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cc i th cnh tranh mi nhy vo. Th trng cnh tranh cng

mnh th cc cng ty cng cn thit s dng chin lc ny.

o Nhc im: Chi ph s ln. l cc chi ph sn xut, chi ph marketing do phi

sn xut v bn nhiu loi sn phm. iu m cc cng ty quan tml cn phi cn i c son th trng ph hp v quy m ca

tng on. Nu cng ty chn qu nhiu on th trng th s lm

gim hiu qu kinh doanh

o CL tp trung: tp trung nhm vo mt on th trng no ph hp vi khng ca mnh

o u im: Chin lc ph hp vi cng ty mi tham gia th trng, kh nng

ti chnh, cng ngh, nhn lc cn hn ch

Cng ty c th tp trung c tim lc vo on th trng cchn, tc l thc hin chuyn mn ha cao .

Cng ty nng cao c cht lng, h gi bn, p ng tt nht nhucu ca th trng

o Nhc im: ri ro ln nu c bin ng v nhu cu th trngo CL t bo, c th: hot ng da trn s giao tip gia 2 c nhn, thng qua nhng

phng tin truyn thng x hi hoc nhng li truyn khu.57.Chin lc marketing l g? Lit k cc bc xy dng chin lc marketing? Chin lc Marketing l m hnh/ phng n phi hp kh nng, mc tiu v ngun lc

ca t chc trong mi tng quan, tng tc vi th trng, vi cnh tranh cng cc yu

t mi trng khc.

Cc bc xy dng chin lc: 8 bc1. Tm lc chung: v tnh hnh chung ca cng ty2. Tnh hnh hin ti (mi trng, th trng, i th cnh tranh, tnh hnh kinh

doanh ca DN)

3. Phn tch SWOT la chn phn khc th trng4. ra cc mc tiu

Mc tiu v sn phm: kiu dng, c tnh, gi thnh Mc tiu v th phn

5. Chin lc Mkt (th trng mc tiu, nh v, cc chnh sch Mkt)


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VD: xu hng pht trin, tn gi sn phm, phng php nh gi & phn phi

6. Chng trnh hnh ng c th: t chc, phi hp hot ng, phn nh trchnhim, tin v thi hn

7. Don li l: don dng tin v a ra ngn sch8. Quy trnh, cch thc kim tra, nh gi v iu chnh

58.STP l g? ngha ca quy trnh STP? STP l tin trnh phn on th trng, gm:

S Segmentation: phn on th trng T Targeting: la chn th trng mc tiu P Positioning: nh v th trng ngha:

gip DN la chn th trng mc tiu gip DN chim c th phn

59.Phn on th trng l g? Mc ch ca phn on th trng? Khi nim: Phn on th trng l qu trnh phn chia th trng tng th thnh cc

nhm nh hn trn csnhng im khc bit v nhu cu, cc c tnh hay hnh vi.

Mc ch:o Lm cho th trng t ch khng ng nht trthnh nhng on th trng ng

nhto Gip cho cng ty thy r ccu ngi tiu dng trn th trng theo nhng kha

cnh khc nhau. VD: ccu v la tui, gii tnh, mc thu nhp

o Gip cho cng ty c nhng quyt nh ng n trong vic la chn th trngmc tiu tp trung tim lc v la chn chin lc marketing thch hp

o Gip pht hin ra nhng khe h ca th trng m c nhu cu nhng chac p ng, v cng l th trng tt nht i vi cng ty u t ngun

lc

o Gip cho cng ty ti a ha li nhun trn mt n v sn phm, ch khng phil ti a ha doanh s, v cng ty ch hng ti mt phn on

60.Trnh by cc nhm tiu thc phn on th trng tiu dng.C 4 nhm tiu thc:


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a l:i hi phi chia th trng thnh nhng n va l khc nhau nh: vng,thnh ph hay khu tng ng, mt dn s, kh hu

VD: mt hng sn: chia thnh sn thng v sn chng chu thi tit khc nghit, cho

vng ng bng vi kh hu thng, v vng cao vi kh hu khc nghit.

Nhn khu hc: tui tc, gii tnh, chu k sng ca gia nh, thu nhp, ngh nghip, hcvn, tn gio, chng tc, th h, dn tc

VD: mt hng qun o: c qun o cho thanh nin, cho ngi cao tui, tr con

Hnh vi: l do mua hng, ch li, tnh trng ngi s dng, mc trung thnhVD: sa ra mt: cho ng b mn, cho ngi b da du, cho ngui da kh

Tm l: li sng, nhn cch, tng lp x hiVD: t: c ot hng sang, v ot thng vi gi bnh dn

61.Trnh by cc nhm tiu thc phn on th trng cng nghip.C 4 tiu thc:

Ngnh kinh t: ckh, xy dng, cng nghip ch bin, luyn kim.. Quy m x nghip: di 100 cng nhn, t 100 150 cng nhn, t 150-200 cng nhn,

200-250 cng nhn

Khi lng n t hng tnh theo gi tr Quyn shu: nh nc, t nhn62.La chn th trng mc tiu l g? Trnh by yu cu i vi th trng mc tiu. La chn th trng mc tiu l vic Doanh nghip la chn mt hoc mt vi on th

trng v quyt nh tp trung n lc marketing vo nhm t c mc tiu kinh

doanh ca mnh.

Cc yu cu i vi th trng mc tiu: phi ch n cc i th cnh tranh hin hu(cnh tranh khc lit v gi i vi cc sn phm sn xut hng lot)

o Ni tp trung nhng NTD c cng nhu cu v HH, DV. Nhu cu cha cp ng

o Cng ty c kh nng p ng nhng nhu cu o Lng cu ca th trng mc tiu tng i ph hp vi khi lng sn phm

m cng ty c kh nng cung cp


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o m bo c cc mc tiu doanh s, li nhuno Th trng c trin vng pht trino Vic thm nhp th trng l khng qu kh khno Khng phi ni tp trung cnh tranh

63.Trnh by cc phng n la chn th trng mc tiu.

C 5 phng n la chn th trng mc tiu:

Chn 1 on th trng duy nht ( hay n l)VD: chuyn sx lt,

Bao ph ton b th trng: mi khch hng u l th trng mc tiu ca DN. DN sp ng nhu cu ca mi KH v nhng chng loi SP m h cn. Thng ch c cc DN

ln mi p dng phng n ny

VD: m tm, nc khong,

Chuyn mn ha tuyn chn: la chn th trng mc tiu c chn lc theo cc tiuchun nht nh. Dn c th chn mt son th trng ring bit lm th trng mc

tiu. Phng n ny thch hp vi cc DN c t hoc khng c nng lc trong vic phi

hp cc on th trng vi nhau, nhng tng on u cha ng nhng ha hn v

thnh cng kinh doanh

Chuyn mn ha theo th trng: DN c th chn mt nhm khch hng ring bit lmth trng mc tiu v tp trung n lc vo vic tha mn nhu cu a dng ca mt nhm

khch hng

VD: X-men ch sx cho nam gii, xe hi hng sang ch sx ring cho ngi c thu nhp

cao,

Chuyn mn ha theo sn phm: DN c th tp trung vo vic sn xut mt chng loiSP p ng cho nhiu on th trng. VD: bitis sn xut giy, dp cng mt loi cho

tt c mi ngi mi la tui.

Cc phng n 4 & 5 d gp ri ro do DN dn ton b ngun lc ch vo 1 th trng hoc 1

sn phm no .

64.nh v l g? Nu cc cn cnh v? nh v th trng l thit k sn phm v hnh nh ca doanh nghip nhm chim c

mt v trc bit v c gi tr trong tm tr khch hng mc tiu.


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C 4 cn cnh v:o nh v theo thuc tnh ( dng mt sc tnh ni tri nh vi). nh v theo li

ch ( nh v ha hn mt li ch c th no )

o nh v theo gi co

nh v theo ngi s dng ( nh v da trn mc ch ca mt nhm ngi sdng)

o nh v theo cht lng sn phm.65.Ti nh v, ph nh v l g? Ti nh v l thay i nh v thng hiu trong bi cnh mi. Ph nh v: ph nh v ca i th cnh tranh trn th trng, lm cho nh v ca i

th trnn v ngha hay yu i, v qua bn c th vt ln.

66.PEST v PESTEL l g? Nu gi trng dng P - polistic: yu t chnh tr. Cc chnh sch ca nh nc, ch thu E - economy: yu t kinh t. Tnh hnh nn kinh t th trng, suy thoi hay hng

thnh

S - Social: yu t x hi. Vn ha, li sng T- technology: yu t cng ngh. Cc thnh tu khoa hc cng ngh, nhng cng

ngh mi

E environment: yu t mi trng. Ti nguyn thin nhin, vn nhim mitrng,

L legal: yu t lut php. Ch php lut Nh nc, m hnh nghin cu cc tc ng ca cc yu t trong mi trng v m. Cc doanh

nghip da trn cc tc ng sa ra nhng chnh sch, hot ng kinh doanh ph hp.

67.Trnh by ma trn SWOT, TOWS?Phn tch SWOT l mt trong 5 bc hnh thnh chin lc sn xut kinh doanh ca mt

doanh nghip; bao gm: xc lp tn ch ca doanh nghip, phn tch SWOT, xc nh mc tiu

chin lc, hnh thnh cc mc tiu v k hoch chin lc, xc nh c ch kim sot chin

lc. SWOT l tp hp vit tt nhng ch ci u tin ca cc t ting Anh: Strengths (im

mnh), Weaknesses (im yu), Opportunities (C hi) v Threats (Thch thc) - l mt m

hnh ni ting trong phn tch kinh doanh ca doanh nghip.


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Ma trn TOWS

Strengths Weaknesses

Oppoturnities

DN va c nhng im mnh, va

c nhng chi tt

pht trin v pht huy

DN c nhng im yu nht nh,

nhng vn nhn c nhng chi

khc phc im yu (W), tin

ti Chi (O), tn dng chi

Threatens

DN c nhng im mnh, nhng li

ng trc nhng thch thc

Dng im mnh (S) hn ch,

x l nhng Thch thc (T)

DN va c nhng im yu v

thch thc e da

trnh n

tm cch khc phc, hoc chnh

sa

S khc nhau gia ma trn TOWS v ma trn SWOT: ma trn TOWS nhn nhn thch thctrc, sau mi t ra tiu ch nhn nhn im mnh, im yu ca Doanh nghip; ngc

vi ma trn SWOT.

68.Th no l n v kinh doanh chin lc v la chn n v kinh doanh chin lc?Nu cc cng cc sdng la chn n v kinh doanh chin lc.

n v kinh doanh chin lc (Strategic Business Unit SBU). Tc l lnh vc,ngnh ngh hay sn phm m doanh nghip nn tp trung ngun lc u t, pht

trin v khai thc. C 2 cng c la chn n v kinh doanh chin lc:

o M hnh BCGo M hnh GE (m hnh ny ch cn gi tn)

69.Trnh by m hnh BCG (ma trn tng trng-th phn).


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PHN TCH:

du hi:o Th phn tng i thp cha c li th v quy m v chi pho Tc tng trng cao phi u t nhiu chi ph nh my mc, nh

xng, li nhun t hoc khng c DN cn cn nhc nn tip tc u t, hay dng li???

ngi saoo Th phn tng i cao DN c li th chi ph v quy mo Tc tng trng cao DN vn phi u t chi ph cho cc trang thit b,

my mc, thi im ny DN c li nhun thu v, tuy nhin cha cao

y l thi im cao nht ca sn phm m DN nn duy tr v nm gi.

b sao Th phn tng i cao c li th chi pho Tc tng trng thp

DN c ngun tin

con ch (thi k suy tn)


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o Th phn tng i thpo Tc tng trng thp

DN tm cch ci tin sn phm hoc a sn phm vo nhng th trng km

hn m cha c sn phm HOC DN tm cch thanh l, rt lui m bo v uy

tn cng nh chi ph.

70.Trnh by m hnh GE (ma trn phn tch a bin). (khng fi hc)71.Marketing mix l g? M hnh Marketing mix 4Ps v 7Ps.

Marketing mix l s kt hp cc cng c marketing chin thut, kim sot c tora cc phn ng mong mun trong th trng mc tiu. (Philip Kotler)

M hnh 4Ps: 4 yu t cbn trong qun tr marketing. l nhm cc gii php(hay chin lc) Sn phm, t tng cho n sn xut ra sn phm, trong khng

qun nh ngha sn phm l mt tp hp cc li ch; Nhm k tip l cc gii phpGi, t chi ph cho n chit khu phn phi v gi tiu dng; Kn l cc gii php

v phn phi v bn hng v sau cng l cc gii php Qung b thng hiu sn

phm (nn nhl qung b thng hiu, trong c sn phm, ch khng phi qung

b sn phm).

o Product chn ng sn phm cho i tng muao Place chn ng ch tip cn i tng mua v bn hngo Promotion chn ng cch ni cho ngi mua bit v mt hng ca mnh

v bn hng

o Price chn ng gi thun lng ngi mua, va lng ngi bn M hnh 7Ps: gm 3 nc:

o Nc 1- 4Po Nc 2 5P: thm yu t con ngi (people): vn i ni i ngoi trong 1

doanh nghip, chi ng vi nhn vin cng ty

o Nc 3 6P: thm yu t quy trnh, h thng, s chuyn nghip ca doanhnghip (Process)

o Nc 4 7P: thm yu t t tng, trit l, vn ha trong doanh nghip(Philosophy): tm nhn ca doanh nghip, nhng thi quen ng xi vi i

tc, khch hng,

72.Sn phm l g? Trnh by v nu ngha ca cu to sn phm trong marketing.


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Sn phm l tt c nhng g c th tha mn c nhu cu ca ngi tiu dng, baogm: sp vt cht, dch v, s kin, tri nghim, con ngui, a im, ta sn, t chc,

thng tin v tng.

Phn loi sn phm: ( theo thi quen mua hng)o

Hng dng ngay Hng ha sdng thng ngy: l hng ha m ngi tiu dng mua

cho vic s dng thng xuyn trong sinh hot. VD: tht, c, rau,

Hng ha mua ngu hng, khng c d kin trc hay mt cng tmkim. VD: nc ung, qun o

Hng ha mua khn cp: nhng hng ha c mua khi xut hin nhucu cp bch v mt l do bt thng no . VD: o ma,

o Hng mua c la chn: nhng hng ha m vic mua din ra lu hn, ng thikhi mua khch hng thng la chn, so snh, cn nhc v cng dng, kiu dng,

cht lng gi c ca chng. VD: in thoi, laptop,

o Hng ha cho nhu cu c th: nhng hng ha c nhng tnh cht c bit hayhng ha c bit m khi mua ngi ta sn sng b thm sc lc, thi gian tm

kim v la chn chng. VD: thuc,

o Hng khng thit yu( hng ha cho cc nhu cu thng): hng ha mngi tiu dng khng hay bit v thng cng khng nghn vic mua chng.

VD: quan ti (ch mua 1 ln trong i) Cu to sn phm:

o Li ch ct li: l gi tr s dng ca sn phm hay cng dng ca sn phm. VD:cng dng ca xe my l i li, ung bia gii kht..

o Sn phm hin thc: l nhng c im chung v kt cu cc b phn sn phmc th hin di dng vt cht thc t nh: hnh dng, kch thc, mu sc,

o Sn phm mong i: l tp hp nhng thuc tnh v nhng iu kin m ngimua thng mong i v hi lng khi mua sn phm. VD; i vi DV khch sn,

sn phm mong i l ging ngh sch p, phng ngy tin nghi nh tivi,

t lnh iu ha

o Sn phm b sung: l phn tng thm vo sn phm hin hu nhng dch v hayli ch khc phn bit mc u vit v sn phm m doanh nghip cung cp so


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vi sn phm ca i th cnh tranh. VD: dch v cung cp, bao b, qung co, t

vn khch hng, tn dng ti chnh

o Sn phm tim nng: l ton b nhng yu t b sung v i mi sn phm ctht c mc cao nht trong tng lai.

73.Vng i sn phm l g? Trnh by c im ca giai on thm nhp, xut ccchnh sch marketing mix

Vng i sn phm l khong thi gian tn ti ca sn phm trn th trng k t khisn phm c thng mi ha cho n khi b loi b khi th trng.

c im ca giai on thm nhp:o Khi lng SP bn ra hay doanh s ca SP mc thpo Chi ph nht l chi ph qung co rt caoo Li nhun hu nh cha c, DN phi tm thi chp nhn l vn

Chin lc:o Tp trung n lc bn vo nhm khch hng c iu kin sn sng mua nhto ng vin khuyn khch cc trung gian marketingo Tng cng qung co v xc tin bn

74.Vng i sn phm l g? Trnh by c im ca giai on tng trng, xut ccchnh sch marketing mix


c im ca giai on tng trng:o SP tiu th v doanh s nhn chung ngy mt tng nhanh hn.o Gi thnh sn phm tng bc gim, quy m sn xut DN c m rng. Tuy

nhin chi ph hon thin SP v qung co vn cn phi duy tr mc hp l.

o LN do vy xut hin v tng bc tng Chin lc:

oGi nguyn mc gi hoc gim cht t thu ht khch hng

o Gi nguyn hoc tng chi ph kch thch tiu dngo Tip tc thng tin mnh m v SP cho cng chngo Nng cao cht lng SP, to cho n tnh cht mi, sx nhng mu m mio Xm nhp vo nhng phn th trng mio S dng knh phn phi mi


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o Thay i i cht v thng ip qung co kch thch khch hng75.Vng i sn phm l g? Trnh by c im ca giai on chn mui, xut cc

chnh sch marketing


c im ca giai on chn mui:o Doanh s tng mnh v t mc cao nht, th hin chi lm n, ma gp hi

ca DN

o Gi cn nho LN tng nhanh ti mc cao nht do daonh s v gi cu tng, gi thnh h.o Cui giai on ny, sau khi t cc i, doanh s v LN c duy tr mc bo

ha mt thi gian nht nh, ri bt u xut hin nhng du hiu tr tr, hng

ha km chy, khch hng t hn..

.Chin lc:o Ci bin th trng, tc l tm th trng mi cho sn phmo Ci bin SP, thay i mt s yu t, c tnh ca SPo Ci bin cng c marketing - mix

76.Vng i sn phm l g? Trnh by c im ca giai on suy tn, xut ccchnh sch marketing mix


c im ca giai on suy tn:o Doanh s bn ngy cng gimo Li nhun gimo Chi ph tng ln

Gii php tnh th:o Gim gi bno Tng qung co, ci thin phn phio Cng c cht lng SP, nng cao DV h tr

77.Bao b sn phm l g? Trnh by cc chc nng ca bao b.


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Bao b l bc ngoi ca mt i tng, thng l mt sn phm sc cho bn. Cc chc nng ca bao b:

o Chc nng bo vo Chc nng gii thiuo

Chc nng duy tro Chc nng mang vco Chc nng cn io Chc nng thc yo Chc nng sn sng

78.Trnh by ni dung lin quan n nhn hiu? Khi nim: Nhn hiu l du hiu dng phn bit hng ha, dch v ca cc t

chc khc nhau.

o L du hiu nhn thy c di dng ch ci, t ng, hnh v, hnh nh, k chnh ba chiu hoc s kt hp ca cc yu t, c th hin bng mt hoc

nhiu mu sc.

o C kh nng phn bit hng ha, dch v ca ch shu nhn hiu vi hng hav dch v ca ch th khc.

iu kin:o Gi mv li ch v cht lng sn phmo Dc, d nhn bit v d nho Khc bito D dng mrngo D dng dch ra ngn ng nc ngoio C thng k bo h theo lut

Li ch ca nhn hiu:o Gip Doanh nghip c php lut bo vo

Gip hnh vi mua sm ca khch hng d dng hno Gip bo v ngi tiu dng, nng cao trch nhin ca n v sn xut

79.Phn tch cc chc nng ca bao b?Gio trnh marketing cn bn trang 95


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80.Lit k cc yu tnh hng n nh gi sn phm? La chn mt yu t phntch

Cc nhn t bn trong: Cc mc tiu marketing: ti a ha LN hin hnh, dn u th phn, dn u v

cht lng, m bo sng st Marketing mix Chi ph: s hiu bit chnh xc v chi ph b ra sn xut v tiu th sn phm rt

quan trng i vi cc quyt nh v gi v 3 l do:

o Khong cch gia gi v chi ph l LN. Khi mc gi bn c n nh, mtng chi ph tng thm l mt ng LN gim xung.

o Chi ph l yu t quyt nh gii hn thp nht ca gi.o Khi DN c kh nng kim sot c chi ph, h s ginh c th chng

trong vic thay i gi, ginh c li th cnh tranh, trnh mo him.

Cc nhn t khc: c trng ca SP, h s co gin ca cung, Cc nhn t bn ngoi:

c im ca th trng v cu Bn cht v ccu cnh tranh Cc nhn t khc(*) Tm hiu thm trang 267 gio trnh Marketing cn bn ca trng H KTQD.

81.Phn tch cc mc tiu ca chnh sch gi? Dn u th phn: c nhiu DN mun t t phn th trng ln nht gt hi LN

lu di nhhiu qu gia tng theo quy m. thc hin mc tiu ny, cc DN thng

nh gi theo xu hng: t mc gi thp, hy vng t c quy m th trng ln

nht m h mong mun

Ti a ha LN: khi cc DN nhn thy rng MT kinh doanh cho php h thc hinc cc mc tiu ti chnh, h s c gng n nh gi theo xu hng mc gi dem

li doanh thu v li nhun ti a m bo ssng cn cho cng ty: cc DN s la chn mc tiu ny khi DN ang

gp kh khn do cnh tranh qu khc lit hoc cu th trng thay i qu t ngt,

m DN khng kp i ph. Trong TH ny, DN ch c gng t mt mc gi m bo

trang tri phn chi ph bin i. Vi chnh sch gi ny, DN c th cm c trong

mt thi gian nht nh chchi mi


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Mc tiu khc:nh gi thp ngn chn khng cho i th cnh tranh tham gia thtrng, nh gi bn ngang bng vi i th cnh tranh n nh th trng nh gi

thp thu ht khch hng khi cung ng SP mi

82.Lit k cc cn cnh gi trong marketing, la chn mt cn cnh gi phntch v xut cc lu

Gm:

nh gi da vo chi ph: phng php nh gi cng li vo chi pho Gi d kin = chi ph + li d kino PP ny s dng ph bin v:

n gin, d tnh, chi ph sn xut l i lng m ngi bn hon tonkim sot c.

Cc DN u dng => gi s c xu hng tng t nhau => gim thiu scnh tranh v gi.

N m bo c s cng bng cho c ngi mua v ngi bn.o Nhc:

N b qua snh hng ca cu v s nhn thc v gi ca khch hng Kh dung ha c s cnh tranh trn th trng v gi.

nh gi theo gi tr cm nhn ca khch hng nh gi cnh tranh v u thu(*): Tm hiu thm trang 285 gio trnh marketing cn bn ca H KTQD.

83.Trnh by cn cnh gi da trn phn tch chi ph v im ha vn? Nhng vn cn ch

im ho vn l mt trong nhng khi nim quan trng v cbn trong cng vickinh doanh. im ho vn c nh ngha l doanh s bn hng cn thit li

nhun bng 0, hoc "im bng nhau". Ni cch khc, im ho vn l khi doanh thu

bng vi chi ph.

Q = FC/(P-VC)

Trong :

Q l sn lng ha vn


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FC l chi ph cnh

VC l chi ph bin i trn mi n v sn phm

Po l gi sn phm.

Kt qu ca cng thc ny s cho bn bit bn cn t c doanh thu bao nhiu t c im cn bng. Doanh thu ln hn con s ny c ngha l em li li

nhun cho cng ty. Nu bn ly s ny chia cho gi bn ca mt sn phm, bn c th

bit c cn phi bn c bao nhiu sn phm t c im cn bng.

Nu vic bn mt sn phm no khng tt - khng t c im cn bng - cnphi hnh ng. iu ny c th bao gm nng gi, gim chi ph, hoc c th khng

sn xut sn phm na. Ngoi ra, nu mt sn phm no bn c, c th tp

trung vo tng thm li nhun.Ch : Phn tch im ho vn cn phi c thc hin i vi tt c cc ngun doanh

thu. V d, nu cng ty bn nhiu loi sn phm khc nhau, cn phi tnh im ho vn cho

tng loi sn phm. iu ny cho php nhng ngi qun l xc nh c sn phm no bn

c v sn phm no cn phi ci thin.

84.Trnh by cn cnh gi theo co gin ca cu theo gi? Nhng vn cn ch E = (% thay i cu) / (% thay i gi)

E = 0 : ng cu khng co gin th trng B2B ngn hn

E = : th trng cnh tranh hon ho nhiu ngi mua, nhiu ngi bn

01% th trng nhy cm v gi ==) DN p dng

cc chnh sch gim gi, khuyn mi

85.Trnh by cn cnh gi theo tm l v cm nhn ca khch hng? Nhng vn cn ch

Gi tham kho (Reference Price) Gi cht lng (Price Quality) ui gi (Price Endings)86.Trnh by quy trnh nh gi ti u? Theo bn nhng bc no l quan trng nht?Quy trnh nh gi ti u


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Xc nh mc tiu nh gi Xc nh cu th trng mc tiu Xc nh chi ph Phn tch sn phm, gi v chi ph ca i th cnh tranh La chn phng php nh gi La chn mc gi c th

Bc 1, 4 quan trng nht

87.Trnh by mc ch, yu cu v chc nng ca phn phi, nu tm quan trng cahot ng phn phi i vi doanh nghip?

Mc cho Lm cho cung v cu hng ha cn bngo Nhm chuyn giao quyn shu t ngi sn xut n ngi tiu dngo Cung cp thng tin v thu nhn thng tin v th trng (sn phm, gi c, iu

kin s dng, nhu cu hng ha,)

Yu cuo ng hngo ng thi giano ng a imo ng chi ph

Chc nngo Thu thp thng tin (trong v ngoi DN): Vi nhng sn phm nh, s dng hng

ngy (bt git, thuc nh rng,), Doanh nghip thng thu thp thng tin ti

im bn

o Xc tin: cung cp nhng thng tin mang tnh thuyt phc v SP, nhn hiu, gic nhm thu ht khch hng

o m phn: c gng t c nhng tha thun cui cng v gi v cc iu khonkhc sao cho vic chuyn giao quyn shu hay quyn s dng c thc hin.VD: Heniken b chi ph cho 1 i l mua t hng, v chuyn bn sn phm

bia Heniken ca h m khng bn loi bia no khc

o Cung cp ti chnh: thu thp v phn b ti chnh cho vic phn phi cc danhmc hng ha ti cc cp khc nhau ca knh phn phi. Thanh ton cc khon


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chi ph trong hot ng phn phi. Ti trti chnh cho cc thnh vin trong knh

phn phi

o Phn phi vt cht: bo tn, vn chuyn, d tr hng ha, lin tc lu thng hngha n tay ngi tiu dng

oHon thin hng ha: cung cp cc dch v lm cho hng ha p ng c nhngyu cu ca ngi mua. Hay ni cch khc thc hin thm mt phn cng vic ca

nh sn xut

o Chia s ri ro trong qu trnh phn phi Vai tr

o Tiu th sn phm theo ng k hoch v hp ng k kt.o Bo m uy tn ca doanh nghip, s tin tng ca khch hng v s gn b lu

di vi ngi tiu dng.

o Bo m vic thu ht ngy cng nhiu khch hng cho doanh nghip thng quacng tc giao dch phng thc phn phi, th tc giao nhn, thanh ton i vi

khch hng.

88.Phng thc phn phi l g? Nu c im ca cc phng thc phn phi?Phng thc phn phi l cch thc m hng ha c lu chuyn t nh sn xut n ngi

tiu dng cui cng. C 2 phng thc phn phi ph bin: phn phi trc tip v phn phi gin

tip

a) Phng thc phn phi trc tip Khi nim: L hot ng phn phi hng ha trc tip t ngi sn xut n

ngi tiu dng khng thng qua trung gian.

u im: Chng quyt nh lng hng ha phn phi Kim tra, gim st cht ch cc hot ng phn phi Phn ng kp thi vi nhng din bin ca th trng Khng phi phn chia li nhun

Nhc im DN phi u t lng vn rt ln vo hot ng phn phi Ngun lc b phn tn

b) Phng thc phn phi gin tip


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Khi nim: phn phi hng ha thng qua h thng trung gian u im:

Khng phi u t ngun lc vo hot ng phn phi Tn dng c nhng kinh nghim ca trung gian phn phi Tn dng mi quan h vi cc i tc ca trung gian

Nhc im: Gim bt quyn chng phn phi ca DN DN khng kim sot c hot ng phn phi Khng phn ng nhanh vi s thay i ca th trng LN b chia s.

89.Knh phn phi l g? Cc loi knh phn phi? Knh phn phi l tp hp nhng c nhn hay t chc tham gia lu chuyn lung hng

ha t nh sn xut n ngi tiu dng cui cng.

Cc loi knh phn phi:a) Knh phn phi trc tip Khi nim: l knh phn phi ch bao gm nh sn xut v ngi tiu dng u im:

oy mnh tc lu thng hng ha

o DN chng trong hot ng phn phio DN quan h trc tip vi khch hngo Thng tin t ngi sx n NTD chnh xc v kp thio DN khng phi chia s LN

Nhc imo Qun l rt phc tp, u t nhiu vn v nhn lco Doanh s bn ph thuc vo trnh ca lc lng bn hngo Ch p dng vi ngi sx c quy m nh v th trng hp

b) Knh phn phi gin tip Knh ngn

Khi nim: knh ngn hay cn gi l knh phn phi cp mt bao gm hotdng bn hng thng qua mt loi trung gian

u im


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o Vn tn dng c nhng u im ca knh phn phi trc tipo Gim bt mt phn chc nng lu thng, gim bt nhn lc, vn u t

vo phn phi.

Knh di Khi ni

m:

l knh phn phi bao gm mng li cc trung gian phn phi. u im:

o Tnh chuyn mn ha trong phn phi caoo Hot ng phn phi linh hoto Kh nng tha mn nhu cu ca th trng cao

Nhc im:o Nh sn xut khng tip xc trc tip vi khch hng nn thng tin thu

c l thng tin th cp

o Hot ng qun l phc tpo ri ro cao ( nu d tr s lng hng ln)

90.Bn l l g? Trnh by v cc loi hnh trung gian bn l? Bn l l nhng hot ng phn phi hng ha dch v trc tip cho ngi tiu dng cui

cng nhm tha mn nhu cu s dng c nhn, phi thng mi.

Cc loi hnh trung gian bn l:o Qua ca hng:

Ca hng chuyn doanh: ch chuyn bn 1 mt hng Department Store Ca hng tin ch: phc v 24/7 Siu th

o Khng qua ca hng: qua mng, TV, my bn hng tng,

91.Phn tch mc ch ca truyn thng? Trnh by v cc chin lc truyn thng? Mc ch ca truyn thng:

o y mnh tiu th hng hao To li th cnh tranh cho DNo Truyn t thng tin v DN v SP n khch hngo V kh cnh tranh trn th trng

Cc chin lc truyn thng:


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o Chin lc xc tin y: nh sn xut tm cch nh bn l mua nhiu sn phm,y hng ha cho nh bn l

o Chin lc xc tin ko: nh sn xut tm mi cch ngi tiu dng c nhu cumua sn phm h s tm n im bn im bn tm n nh sn xut, mua

nhiu hn

nh sn xut tip tc to ra nhu cu cho ngi tiu dng.o M hnh AIDA:

Get Attention nh vo nhn thc ngi tiu dng, gy s ch ca hti sn phm ca mnh

Hold Interest to dng v duy tr tm nh hng ca sn phm, cadoanh nghip trong tm tr khch hng

Arouse Desire lm cho ngi tiu dng xut hin mong mun, nhu cu Obtain Action lm cho h mua sn phm

92.Phn tch m hnh truyn thng?

Ngi giM hao Ngi gi l c nhn hoc t chc c nhu cu truyn thng ip. Bng cc hnh

thc truyn thng va nu, h truyn t cc thng tin mnh cn chia s. l qu

trnh m ha thng tin. Ngi gi cn hiu c trnh vn ha, nhn thc vkh nng tip nhn ca ngi nhn t la chn ng cch truyn i thng

ip ca mnh. Gia ngi gi v ngi nhn cn c s thng nht chung nht

nh.

o Nhng sai lm trong vic nh gi kh nng ca ngi nhn c th dn n mtthng ip c m ha bng ngn t v biu tng qu cao so vi ngi nhn.


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Ngi nhn Gii mQu trnh ny chu nh hng ca s hiu bit ca ngi nhn, bao gm kinh nghim,

trnh nhn thc, tm l. Ngi nhn v ngi gi cng hiu bit r v nhau, cng

c nhiu thng tin v nhau th qu trnh truyn thng cng thvnh cng, thng sut.

Thng ip v phn ng p lio Thng ip ban u t ngi gi truyn cho ngi nhn c m ha bng ngn

t, hnh nh, biu tng, thi , c ch Sau khi ngi nhn tip nhn v gii

m thng ip, chnh h cng s to ra thng ip mi, tc ng trli ngi gi.

o Thng ip p li ny gip ngi gi bit c hiu qu truyn thng ca mnh t c n mc no. C khi ngi nhn nm r ton b thng ip v phn

hi tch cc, nhng c khi h chng gi li g c. Nhng vic bit mt thng ip

nhn hay cha khng quan trng bng vic bit thng ip no c tipnhn v tip nhn n mc no. Ngi nhn c th hiu sai thng ip v to ra

nhng phn ng hon ton khc nhau.

Nhiu thng tinXy ra khi c s b st, thm vo hoc bp mo thng tin. Khi nim ting n ny

tng t nh khi nim ma st trong chuyn ng. Trong thc t, chuyn ng lun

c ma st, v trong truyn thng lun c ting n, lun c nhiu thng tin.

-----HT-----

\:D/ CHC CC BN N THI TT \:D/

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