Bai Giang Quan Tri Chieu Thi

Bi ging Qun tr chiu th

Khoa Kinh t - Trng C LT-TP

CHNG 1: TNG QUAN V CHIU TH V QUN TR CHIU THTARGET 1. LIN H GIA MARKETING V CHIU TH V QUNG CO Gia marketing, chiu th (promotion) v qung co (advertising) lin h vi nhau nh s MARKET di y:

Marketing -mix (3C+4P)

PRODUCT (Sn phm)

ThGENERAL MARKETIN G (Marketing truyn thng) MARKETIN G - MIX (Phc hp Marketing) Marketingmix (4P) PRICE (Gi c)

PLACE (Phn phi)

trng

Marketing -mix (8P)

PROMOTION (Chiu th)

mc tiuPUBLICITY

ADVERTISING

PUBLICRELATIONS

SALESPROMOTION

(Qung co)

(Giao t)

(Khuyn th)

(Tuyn truyn, qung b)

PERSONAL SELLING

(Bn hng c nhn)

Lin

CUSTOMER PROMOTION (Khuyn khch ngi h gia tiu dng - trc tip) Marketing - Promotion

-

TRADE PROMOTION (Khuyn khch i l bn hng Advertising gin tip)

PULL STRATEGY (Chin lc ko)

PUSH STRATEGY (Chin lc y)

1.1 nh ngha marketing arketing l mt dng hat ng ca con ngi nhm tha mn nhu cu v mong mun ca h thng qua trao i. Philip Kotler.

M

Nguyn Kim Nguyn

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Trong sn xut, kinh doanh, marketing l mi vic; mi vic l marketing. T gim c n anh bo v, ch qut dn v sinh u phi lm marketing, phi lm mi vic tht tt, tht p. Nhng cng vic no lm tt lm p gi l marketing. Tri li, nhng cng vic no lm khng tt, khng p gi l Demarketing phn li marketing, v hiu ho marketing. 1.2 Khi nim chiu th Chiu th cn gi l truyn thng marketing (Marketing communication) Chiu th (Promotion) l mt trong bn yu t ca Marketing -mix. Chiu th khng ch nhng thng bo, thuyt phc, khuyn khch th trng tiu th sn phm m cn nhm qung b, giao t v bo v th phn. Chiu th c nh ngha nh l: s phi hp cc n lc nhm thit lp knh truyn thng v thuyt phc khch hng bn sn phm, dch v hay c ng cho cc tng. Tht ra, khi dch Promotion l Chiu th th cha chnh xc. Nn hiu Promotion l Promotion cng nh hiu Marketing l Marketing, khng nn dch cc thut ng ny ra ting Vit. Trong sut thp k 80, nhiu cng ty quan tm n mt chin lc phi hp cc cng c chiu th. H bt u thay i cch nhn hng ti quan nim mi truyn thng marketing tng hp (I.M.C) y l s iu phi cc yu t chiu th khc nhau v cc hot ng marketing khc nhau truyn thng ti khch hng ca cng ty. C nhiu quan nim khc nhau v IMC IMC l khi nim v s hoch nh truyn thng marketing nhm xc nh gi gia tng ca mt k hoch tng hp, nh gi vai tr chin lc ca cc thnh phn khc nhau trong truyn thng nh qung co, khuyn mi, tuyn truyn v s kt hp cc thnh phn ny to ra mt s truyn thng r rng, u n, hiu qu ti a. (Hip hi cc i l qung co M 4As) nh ngha ny tp trung vo qu trnh s dng cc hnh thc khc nhau ca chiu th t c cc tc ng truyn thng ti a. Quan im ca gio s Don Schultz i hc Northwestern M cho rng trin vng ca IMC rng hn, n c th l cch tip cn hoch nh chng trnh marketing, chiu th v phi hp cc chc nng truyn thng khc nhau. Doanh nghip phi pht trin chin lc marketing tng th xc nh lm r th no m tt c hot ng marketing ca doanh nghip (ch khng ch ring hot ng chiu th) truyn thng n khch hng. S nhn thc ca khch hng v mt nhn hiu hay cng ty l s tng hp cc thng ip m h tip nhn c (nh qua qung co, mc gi, thit k bao b, n lc marketing trc tip, tuyn truyn khuyn mi, thng ip trn mng internet, hnh thc trng by ti im bn). IMC c thc hin c th t c s nhn thc ca ngi tiu dng v hnh nh c o, n tng v sn phm ca cng ty trn th trng. 1.3 Vai tr ca chiu th: Cc cng c c bn c s dng t c mc tiu truyn thng ca t chc c gi l phi thc chiu th/truyn thng (promotional - mix), l qung co, khuyn mi, marketing trc tip, giao t v cho hng c nhn.. Mi yu t c vai tr khc nhau trong qu trnh IMC v chng cng c thc hin vi hnh thc khc nhau, mi yu t c mi u im v nhc im nht nh. Mt chng trnh IMC thnh cng i hi doanh nghip bit cch kt hp ng n cc k thut v cng c truyn thng, xc nh r vai tr v s m rng cc yu t ny trong vic phi hp; s dng chng. t c iu ny, ngi chu trch nhim v hot ng truyn Nguyn Kim Nguyn Trang 2



thng ca cc cng ty phi hiu r vai tr ca truyn thng marketing trong mt k hoch chung marketing. Vai tr ca truyn thng marketing hay chiu th th hin nh sau: L cng c thc hin chc nng truyn thng, p ng nhu cu khch hng. Phi hp vi cc cng c khc trong marketing mix t mc tiu marketing L cng c cnh tranh trong kinh doanh: gia tng gi tr sn phm, thng tin, xy dng nhn thc v sn phm, nng cao uy tn nhn hiu, duy tr nim tin, thi tt p ca cng chng v cng ty Chiu th c th: Thng tin v li th sn phm. Thit lp s nhn thc v thi thun li i vi sn phm, cng ty. To s a thch nhn hiu. Tng s lng bn hin ti. Cng c hot ng phn phi ti im bn l. t s hp tc t cc trung gian v lc lng bn hng. ng vin lc lng bn hng. Xy dng hnh nh tt v cng ty. Chiu th khng th: Thuyt phc ngi tiu dng mua sn phm khng ph hp vi nhu cu. Lm cho khch hng mua sn phm vi mc gi cao hn. Thuyt phc khch hng tm mua sn phm trong khi n ang phn phi hn ch 2. PHI THC TRUYN THNG CNG C CA TRUYN THNG MARKETING TNG HP. Trong th trng mc tiu, ngoi vic cung cp sn phm, dch v thch hp, gi c cnh tranh, phn phi thun li cho khch hng, doanh nghip cn phi lp phi thc promotion thch hp (Promotion-mix). Chin lc Promotion -mix bao gm s kt hp cht ch cng lc nhiu yu t nh: qung co, quan h cng chng, qung b, khuyn th (khuyn mi, khuyn mi), bn hng c nhn, bn hng qua in thoi (International trade exhibition), phi on thng mi (Trade mission), hi ch thng mi quc t (International trade fair) v trin lm thng mi quc t (International trade exhibition). Ty theo iu kin v mi trng kinh doanh ca doanh nghip chn cc yu t kt hp trong Promotion -mix sao cho ph hp v hiu qu. 2.2.1 Qung co Qung co l hnh thc truyn thng phi c nhn m phi tr tin thng tin v cng ty, sn phm/dch v, tng. Cn quan tm n nhng c trng sau y khi cp n khi nim v qung co: - Qung co l hnh thc truyn thng phi tr tin ch vic mua khng gian v thi gian ng cc thng ip qung co. - Qung co l hnh thc truyn thng phi c nhn: thng ip qung co phi s dng cc phng tin thng tin i chng (tivi, radio, bo ch, tp ch) chuyn ti thng ip n s ng khch hng trong cng thi im. Qung co c xem l hnh thc s dng nhiu nht ca truyn thng, c l v mang tnh lan rng ca n, n c cc cng ty sn xut hng tiu dng s dng ph bin hn cc cng ty sn xut hng cng. C nhiu l do gii thch ti sao qung co li c vai tr quan trng nh vy: Nguyn Kim Nguyn Trang 3



Th nht: qung co c th l mt phng php hiu qu v mt chi ph truyn thng trn din rng. Mt chng trnh qung co pht ra nhiu h gia nh m xem. Nu xt chi ph cho mt ln thng tin n khch hng s thp hn hnh thc khc. Th hai: Qung co c th to n tng, thu ht bng biu tng cho nhn hiu hay cng ty, kh nng ny gip cho cng ty bn nhng sn phm m n rt kh nu ra s khc bit v thuc tnh ca sn phm Th ba: u im khc ca qung co l kh nng tc ng vo phn ng khch hng khi cc yu t khc ca marketing kh thc hin c. Mt chng trnh qung co hp dn c th gip doanh nghip tng doanh s, to lc y gp phn vo thnh cng chung ca mt k hoch truyn thng marketing. 2.2.2 Marketing trc tip Marketing trc tip l mt h thng marketing tc ng trc tip n khch hng. N bao gm nhiu hot ng: bn hng trc tip, telemarketing, qung co p ng trc tip. Mt trong nhng cng c ca marketing trc tip l qung co p ng trc tip, khi sn phm c c ng qua mt qung co khuyn khch ngi ta mua trc tip t nh sn xut. Theo truyn thng th, bu phm trc tip (Drect mail) l phng tin c bn thc hin. Mc d ti vi tr thnh phng tin quan trng, nhng gn y hnh thc qung co p ng trc tip v cc hnh thc khc ca Drect mail tr nn ph bin hn v c s thay i trong cch sng ca khch hng, c bit thu nhp tng, thi gian mua sm t hn. S thun tin ca mua sm bng in thoi hoc th lm cho qung co p ng trc tip tng mnh m. Th tn dng, s in thoi min ph cng l phng tin to s thun li, d dng cho vic mua sm qua qung co p ng trc tip. Hnh thc ny ph hp cho nhng cng ty c cch thc phn phi sn phm qua knh truyn thng hoc qua i ng nhn vin bn hng ca h. 2.2.3 Khuyn mi (Sales promotion): Khuyn mi c nh ngha l hot ng nhm cung cp gi tr hoc khch l tng thm cho lc lng bn hng, nh phn phi v ngi tiu dng nhm gia tng doanh s ngay lp tc. Khuyn mi chia thnh hai hot ng chnh: khuyn mi cho ngi tiu dng v khuyn mi thng mi. - Khuyn mi hng vo ngi tiu dng: mc tiu nhm n l ngi tiu dng cui cng, s dng nh cc hnh thc nh phiu gim gi, tng mu sn phm, tin thng gim gi, thi x s, trng by ti cc im bn. Cc hnh thc ny khuyn khch ngi tiu dng mua ngay, mua nhiu, mua thng xuyn sn phm gip tng doanh s trong on k. - Khuyn mi hng vo thng mi ngc li, nhm vo cc trung gian marketing nh bn s, phn phi, bn l. c thc hin di hnh thc nh: chc gim gi, t chc hi thu cho lc lng bn hng, trng by trin lm khuyn khch nh phn phi tr hng, phn phi v c ng cho sn phm ca cng ty. 2.2.4 Quan h cng chng (Public Relation) Quan h cng chng (PR) c nh ngha l chc nng qun l nh gi thi ca cng chng, lin kt chnh sch ca cc t chc vi li ch x hi, thc hin chng trnh hot ng t c s hiu bit v s chp nhn ca cng chng. PR thng c mc tiu nhm thit lp v duy tr n tng tch cc ca cc nhm cng chng v cng ty. Hnh thc thng s dng hp bo, t chc s kin, cung cp thng tin bo ch a tin v sn phm hoc cng ty, tham gia vo cc hot ng cng ng nh: tr cp, ng gp qu x hi, ti tr cho s kin t bit v.v tng cng hnh nh cng ty. 2.2.5 Bn hng c nhn (Personal selling): Bn hng c nhn l hot ng tip xc trc tip gia ngi mua v ngi bn (hoc mt i mt thng qua hnh thc truyn thng khc) thng tin gii thiu sn phm.

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Hot ng ny cho nh marketing mt s truyn thng uyn chuyn, linh hot, ngi bn c th gp v bit phn ng ca khch hng v iu chnh thng ip mt cch thch hp. kha cnh ring t, truyn thng c tnh c nhn ha trong cho hng cho php ngi bn thit k thng ip p ng vi nhu cu ring bit ca khch hng hoc ph hp vi tnh hung khc nhau. Bn hng c nhn cng ghi nhn nhiu thng tin phn hi chnh xc, tc thi do nh hng ca vic gii thiu bn hng. C th nh gi hiu qu vic cho hng qua phn ng khch hng. Nu thng tin phn hi khng thch hp, ngi bn c th iu chnh thng ip. N lc cho hng cng cho php nhm vo khch hng mc tiu v th trng chuyn bit nhng ngi c trin vng ln nht cho sn phm v dch v ca cng ty. 3. QUN TR CHIU TH (QUN TR TRUYN THNG MARKETING). 3.1 Qun tr chiu th Qun tr chiu th: l qu trnh phi hp cc yu t chiu th pht trin mt chng trnh truyn thng tng hp, c th kim sot truyn thng mt cch c hiu qu. Cc nh lm marketing phi xem xt la chn cng c no, kt hp chng li nh th no t mc tiu marketing v mc tiu truyn thng. Cc cng ty cng phi i mt vi nhim v phn b ngn sch cho cc hot ng qung co, khuyn mi, quan h cng chng, marketing trc tip v bn hng c nhn l bao nhiu cho hp l

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Bi ging Qun tr chiu th 3.2 Quy trnh hoch nh mt k hoch chiu th


NH GI K HOCH MARKETING 1. Xem xt mc tiu v k hoch marketing 3. Vai tr ca qung co v khuyn mi 2. Phn tch cnh tranh 4. nh gi nh hng ca mi trng PHN TCH TNH HUNG K HOCH CHIU TH Yu t ni vi Yu t ngoi vi - T chc b phn chiu th ca cng ty - Phn tch hnh vi khch hng - K/n ca cng ty thc hin chng trnh chiu th - Phn khc v la chn th trng mc tiu - nh gi v la chn i l qung co - nh v th trng - nh gi kt qu v k hoc chiu th k trc

PHN TCH QU TRNH TRUYN THNG V THIP LP MC TIU 1. Phn tch qu trnh p ng ca ngi nhn. 2. Phn tch ngun pht thng ip v cc nhn t ca knh pht 3. Thit lp mc tiu truyn thng XC NH NGN SCH 1. Thit lp ngn sch truyn thng th nghim 2. Phn b ngn sch PHT TRIN K HOCH TRUYN THNG TNG HP Qung co Khuyn mi - Thit lp mc tiu qung co - Thit lp mc tiu khuyn mi - Xc nh ngn sch qung co - Xc nh ngn sch khuyn mi -Pht trin chin lc thng ip - Pht trin chin lc khuyn mi - Pht trin chin lc phng tin Marketing trc tip Quan h cng chng (PR) - Thit lp mc tiu marketing trc tip - Thit lp mc tiu PR - Xc inh ngn sch - Xc nh ngn sch - Pht trin chin lc marketing trc tip - Pht trin chc nng PR Bn hng c nhn - Thit lp mc tiu bn hng - Xc nh ngn sch bn hng - Pht trin vai tr v trch nhim bn hng THC HIN CHIN LC TRUYN THNG TNG HP Chin lc truyn thng marketing tng hp Sng to v sn xut qung co Mua phng tin khng gian v thi gian Thit k v thc hin chng trnh marketing trc tip Thit k v phn phi cc sn phm khuyn mi Thit k v thc hin cc chng trnh quan h cng chng

1. 2. 3. 4. 5. 6.

THEO DI, KIM TRA V NH GI CHNG TRNH CHIU TH 1. nh gi kt qu/hiu qu ca chng trnh chiu th 2. o lng, kim sot v iu chnh k hoch chiu th

Hnh 1: M hnh hoch nh k hoch truyn thng tng hp Nguyn Kim Nguyn Trang 6



3.2.1 nh gi k hoch marketing Bc u tin trong qu trnh hoch nh l xem xt k hoch v mc tiu marketing. Trc khi pht trin k hoch chiu th, nh marketing phi hiu r cng ty ang ng u? V tr hin ti ca cng ty trn th trng, cng ty d nh s i n u? Lm th no t c v tr ? Phn ln thng tin ny s tn ti trong k hoch marketing, k hoch marketing c th di nhiu dng, nhng ni chung bao gm nm yu t sau: 1. Phn tch tnh hung mt cch chi tit bao gm vic nh gi c yu t marketing bn trong doanh nghip v phn tch mi trng ngoi vi v cnh tranh trn th trng; 2. Mc tiu marketing c th s cung cp nh hng, khung thi gian cho hot ng marketing v c ch cho vic nh gi kt qu; 3. Chin lc v chng trnh marketing s bao gm vic la chn th trng mc tiu, cc quyt nh v k hoch cho bn yu ca marketing mix; 4. Mt chng trnh cho trin khai thc hin chin lc marketing, bao gm xc nh nhim v c th phi thc hin v trch nhim; 5. Mt qu trnh kim sot v nh gi vic thc hin, cung cp thng tin phn hi kim sot chnh xc, nhng thay i cn thit trong chin lc marketing hoc chin thut marketing; i vi phn ln cng ty, k hoch chiu th l mt phn ca chin lc marketing, v th ngi lp k hoch phi hiu r vai tr cc yu t ca phi thc chiu th trong ton b chng marketing. K hoch chiu th c pht trin trng t nh k hoch marketing v thng s dng nhng thng tin chi tit, ngi lp k hoch chiu th tp trung vo cc thng tin trong k hoch marketing c lin quan n chin lc chiu th 3.2.2 Phn tch tnh hung ca k hoch chiu th. Sau khi xem xt tng qut k hoch marketing, bc k tip trong qu trnh pht trin k hoch chiu th l thc hin phn tch tnh hung. Cng vic ny tp trung vo cc yu t nh hng n s pht trin chin lc chiu th. Ging nh phn tch tnh hung marketing, phn tch tnh hung chng trh chiu th bao gm c phn tch ni vi v phn tch ngoi vi. Phn tch ni vi Phn tch ni vi nh gi cc vn c lin quan n sn phm v bn thn cng ty. nh gi kh nng ca cng ty pht trin v trin khai chng trnh chiu th thnh cng, nh gi t chc b phn chiu th ca cng ty, v nh gi nhng thnh cng hay tht bi ca cc k hoc trong qu kh. Vic phn tch ny cng nghin cu u v nhc im c lin quan ca vic thc hin chc nng chiu th ni b hoc a ra ngh thu i l bn ngoi. Trng hp quyt nh thu i l bn ngoi, cng ty s phi quan tm xem xt kh nng, phn tch, kinh nghim, chuyn mn ca i l. Kha cnh trong bc ny l nh gi im mnh v im yu ca hnh nh nhn hiu/cng ty. Hnh nh ca cng ty trong th trng s c tc ng c ngha ng k n thng tin chiu th. Phn tch ni vi cn nh gi im mnh, im yu ca sn phm v dch v, bt c nhng li ch c th c ca sn phm, bao b, gi, kiu dng sn phmThng tin ny rt quan trng cho i ng nhn vin sng to, h s phi pht trin tng, thng ip qung co cho nhn sn phm. Phn tch ngoi vi Phn tch ngoi vi tp trung vo cc yu t nh c im khch hng ca cng ty, phn khc th trng chin lc nh v, cnh tranh. Nguyn Kim Nguyn Trang 7



- Xem xt chi tit cc c im khch hng, m hnh qu trnh ra quyt nh mua ca h, cc yu t nh hng n quyt nh mua. ng thi cng quan tm n s nhn thc, trnh , cch sng ca h, nhng tiu chun m h quan tm khi ra quyt nh mua. - nh gi th trng, s hp dn ca cc phn khc, phn khc no c chn l th trng mc tiu. Sn phm c nh nh th no trn th trng mc tiu, hnh nh ca sn phm trong nhn thc ca khch hng ra sao. - Phn tch cc i th cnh tranh tp trung vo xc nh cc i th cnh tranh trc tip v gin tip. Phn tch u v nhc im ca h, chin lc phn khc, mc tiu, nh v ca h v c chin lc th trng m h ang p dng. Mc v phn b ngn sch chiu th; chin lc phng tin v truyn thng h gi n khch hng cng phi xem xt. 3.2.3 Phn tch qu trnh truyn thng v thip lp mc tiu truyn thng. Giai on ny ca qu trnh hoch nh chiu th xem xt lm th no cng ty s truyn thng mt cch c hiu qu n khch hng trong th trng mc tiu. Ngi lp k hoach phi suy ngh qu trnh m ngi tiu dng s tri qua trong vic p ng vi qu trnh truyn thng marketing. Qu trnh p ng i vi sn phm khi ngi tiu dng ra quyt nh mua theo thi quen, mua thng xuyn, s khc bit ny s nh hng n chin lc chiu th. Quyt nh truyn thng lin quan n s dng cc ngun pht khc nhau, thng ip, knh pht khc nhau. Ngi lp k hoch xc nh cc loi nh hng khc nhau ca thng ip qung co i vi ngi tiu dng v thng ip thch hp cho sn phm, hoc nhn. Cn la chn phng tin no v c chi ph thc hin. Mt phn quan trng ca bc ny l thit lp mc tiu truyn thng. Cn phn bit mc tiu truyn thng v mc tiu marketing. Mc tiu marketing cp n ci m chng ta cn tj bng chng trnh marketing tng hp, c th l doanh s, th phn, li nhun. Trong khi mc tiu truyn thng lin quan n ci m cng ty cn t c bng cc chng trnh chiu th. Mc tiu c th l hiu qu truyn thng, c th to s nhn thc v sn phm hoc thuc tnh li ch sn phm, to n tng, hnh nh pht trin thi a tch i vi sn phm, to d quan tm mua sn phm. Mc tiu truyn thng s ch dn cho vic pht trin chin lc truyn thng marketing cng nh trin khai cc k hoch c th ca phi thc truyn thng. 3.2.4 Xc nh ngn sch ca k hoch chiu th. Sau khi xc nh mc tiu, bc k tip l xc nh ngn sch chi cho hot ng chiu th. Hai vn cn gii quyt l: chng trnh chiu th tn bao nhiu chi ph? V th hai, s phn b ngn sch cho cc hot ng chi tit nh th no? L tng nht l cc cng ty chi mt s tin tng ng vi vic thc hin cc mc tiu t ra. Trn thc t, ngn sch c xc nh n gin hn bng cch chi theo kh nng hoc theo t l phn trm theo doanh s. Gian on ny, ngn sch cha xc nh chnh xc, c th cha hon tt cho n khi chin lc chiu th c trin khai. 3.2.5 Pht trin k hoc truyn thng marketing tng hp Pht trin chng trnh I.M.C ni chung bao gm cc bc chi tit ca qu trnh lp k hoch chiu th. Mi cng c chiu th tng hp c u im v hn ch nht nh. giai on ny, phi ra cc quyt nh lin quan n vai tr ca mi yu t v phi hp cc yu t vi nhau. 3.2.6 Theo di, nh gi v kim sot k hoch chiu th. Bc cui cng ca qu trnh chiu th l theo di, nh gi v kim sot chng trnh chiu th. Vn quan trng l chng trnh chng trnh chiu th c thc hin t v p ng mc tiu truyn thng khng? Ngi hoch nh phi bit chng trnh c thc hin nh th no, phi bit nguyn nhn ca tnh trng t c. Giai on cui cng cung cp cho nh qun tr thng tin phn hi lin tc lin quan n hiu qu ca chng trnh chiu th, n c th s dng nh thng tin u vo cho qu trnh hoch nh tip theo. Nguyn Kim Nguyn Trang 8



Chng 2: QU TRNH TRUYN THNGChc nng ca hot ng chiu th l truyn thng. Chin lc chiu th ca cng ty c thc hin thng qua vic truyn thng n cc khch hng hin ti v tim nng. Do nhng ngi hoch nh hot ng chiu th cn phi hiu qu trnh truyn thng, cch thc ngi tiu dng p ng li vi cc thng ip chiu th. 1. H THNG THNG TIN MARKETING 1.1 Khi nim truyn thng Truyn thng l hot ng to ra tc ng qua li gia ngi lm marketing v nhng ngi lin quan n th trng 1.2 Truyn thng v lin h ngc trong h thng truyn thng.

Cng ty

.Qung co .Khuyn mi .Tuyn truyn .Bn hng trc tip

Ngi trung gian

.Qung co .Khuyn mi .Tuyn truyn .Bn hng trc tip

Ngi tiu dng

Nhn g tin n

Nhn g ngi c quan h

Truyn thng v thng tin phn hi trong h thng truyn thng marketing

1.3 Nhng h thng truyn thng marketing Truyn thng rt cn thit trong vic giao dch gia nh sn xut vi nh trung gian v khch hng trong th trng. Nh c truyn thng, nhng thng tin v sn phm, dch v ca doanh nghip n c vi khch hng; ng thi nhng nhu cu v nhng thng tin v khch hng, th trng n c vi nh sn xut. Nhng thng tin qua li nh vy, doanh nghip c th thc hin qua ba h thng: - H thng truyn thng trc tip - H thng truyn thng gin tip - H thng truyn thng phi hp gia trc tip v gin tip Ba h thng truyn thng marketing trn c trnh by qua s di y:

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Bi ging Qun tr chiu th Chiu th(Khuyn mi)


Nh sn xut

Khch hng

H thng truyn thng trc tip

Chiu th(khuyn mi)

Chiu th(Khuyn mi)

Nh sn xut

Nh trung gian

Khch hng

Thng tin phn hi

Thng tin phn hi

H thng truyn thng gin tip

Chiu th(Khuyn mi)

Chiu th(khuyn mi)

Chiu th(Khuyn mi.)

Nh sn xut

Nh trung gian

Khch hng

Thng tin phn hi

Thng tin phn hi

Thng tin phn hi H thng truyn thng trc tip v gin tip

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a) H thng truyn thng trc tip H thng truyn thng trc tip cn gi l h thng truyn thng n gin. i vi nhng cng ty bn hng c gi tr ln, i hi hng dn s dng k thut cao v c bit l cung cp cho khch hng cng nghip, th nh sn xut thng s dng h thng truyn thng marketing trc tip. Khi s dng h thng ny, chi ph kh cao nhng n c b p bi nhng hp ng c gi tr cao, nh khch hng cng nghip mua vi s lng ln. Cng c nhng loi sn phm tiu dng, nh sn xut thng s dng h thng truyn thng trc tip chiu th (promotion) nh s dng khuyn mi (customer promotion) trong chin lc ko (Pull strategy) v nhng hnh thc marketing khc bn hng (chin lc ko). b) H thng truyn thng gin tip qua trung gian Thng thng, nh sn xut khng th bao qut ht tt c h thng phn phi trc tip n ngi tiu dng khp c nc, k c nhng sn phm hng cng nghip. Do gim chi ph bn hng trc tip (chi ph hun luyn, tnh chuyn nghip, giao tip) nn nhng nh sn xut thng s dng h thng truyn thng gin tip qua trung gian nhng i l bn hng (nh bn s, nh bn l), thng tin n khch hng v nhn thng tin phn hi t khch hng. Nh vy, khi s dng h thng truyn thng marketing ny, nh sn xut thng tin n nhng nh trung gian, nhng nh trung gian thng tin n khch hng. Ngc li, nhng nh trung gian nhn thng tin phn hi t khch hng v thng tin phn hi n nh sn xut. s dng h thng truyn thng marketing ny hiu qu, nh sn xut thng s dng chin lc y (Push strategy) bng cch s dng chin lc khuyn mi (Trade promotion) v nhng hnh thc marketing khc cho nhng nh trung gian hng hoa hng cao. T , nh c hoa hng cao, cc nh trung gian tm cch y khch hng, bn hng nhiu hn nhm kim li. c) H thng truyn thng phi hp gia trc tip v gin tip H thng truyn thng phi hp gia trc tip v gin tip cn gi l h thng truyn thng phc tp. Theo h thng truyn thng ny, nh sn xut va s dng h thng truyn thng trc tip va s dng h thng truyn thng gin tip bn hng, thng tin n nhng nh trung gian (i l bn s, bn l) v bn hng, thng tin n khch hng. ng thi nhn thng tin phn hi t nhng nh trung gian v t khch hng. Vic s dng h thng truyn thng marketing phi hp gia trc tip v gin tip thch hp v hiu qu nht i vi cc nh sn xut hng ho gia dng, gi tr thp. 2. QU TRNH TRUYN THNG 2.1 Khi nim qu trnh truyn thng L qu trnh thit lp s thng hiu gia ngi gi v ngi nhn thng tin. Qu trnh truyn thng ch xy ra khi c suy ngh chung gia hai bn. thnh cng trong chiu th phi hiu r qu trnh truyn thng, cc yu t ca qu trnh truyng thng, hiu ngha ca nhng hnh nh. T ng v bit chng c nh hng th no i vi qu trnh gii thch v hiu thng ip ca ngi nhn. 2.2 M hnh qu trnh truyn thng cn bn

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Bi ging Qun tr chiu th 4 2 1 Ng i gi Thng ip ch ch M ho thng ip 3 Truyn t thng ip


6 Gii m thng ip

7 Ngi nhn

Phng tin truyn tin Ngi nhn thng ip 5

Thng ip

9 Lin h ngc

Nhiu

8 Phn ng p li

10 Quy trnh truyn thng marketing Cc thut ng trn m hnh truyn thng: STT Thut ng 1 Ngi gi (ngun pht) 2 Thng ip ch ch ngha Bn gi thng tin cho bn kia (nh sn xut gi thng tin cho khch hng) Thng ip bao gm: thng ip ch ch v thng ip m ho. Thng ip ch ch l thng ip nhm mc ch tc ng khch hng mong nhn c iu g khch hng theo ch nh ca ngi gi tin. Ngi gi m ho tng thnh mt thng ip. Din t tng bng ch vit, li ni, m thanh hay hnh nh thch hp v c ngha ngi nhn hiu. Chng hn, khi mun din t hnh nh sc nt nh tht ca tivi LG, thay v din t bng li ni, ngi ta din t bng hnh nh mt ch nai ang ung nc, in hnh di nc, trng nh tht lm cho cc ch cp tng tht v nhy v ci bng. Tp hp nhng k hiu bng mt thng ip do ngi gi truyn i qua nhiu phng tin Thng ip c th truyn i n ngi nhn bng cc phng tin nh: truyn hnh, truyn thanh, bo Nhn c thng ip, ngi nhn hiu hay gii m thng ip, lu gi thng ip (hoc vt b). S hiu bit ca ngi nhn thng ip thng to ra Trang 12

3

M ho thng ip

4 5 6 7

Truyn t thng ip Phng tin truyn tin Gii m thng ip Phn ng p li

Nguyn Kim Nguyn

Bi ging Qun tr chiu th 8 9 Lin h ngc Nhiu

Khoa Kinh t - Trng C LT-TP s phn ng p li nht nh. Phn ng p li m ngi nhn thng bo cho ngi gi bit. Trong qu trnh truyn thng, nhng nh hng mi trng bn ngoi c th nh hng n thng ip lm cho ngi nhn hiu lch lc hoc khng r nh: ting n, hoc ngi s dng phng tin iu chnh m thanh nh.

Trong truyn thng marketing, trc khi lp k hoch truyn thng, ngi lm marketing phi nm c nhng yu t sau y: 1- Pht hin khch hng mc tiu 2- Xc nh phn ng p li m mnh mong mun: chng hn nh mun mua hng, hoc cn bit khch hng mc tiu mt thi im nht nh no c tm trng nh th no v cn hng h v trng thi no. Nhng trng thi ca khch hng c th mua hng nh: Bit sn phm; hiu bit sn phm; thin cm vi sn phm; a thch sn phm; tin tng cht lng; hnh ng mua. 3- La chn thng tin: Son tho thng tin, chn m hnh qung co no nhm t hiu qu (AIDA, 3Ss, 3Rs ?). Hnh thc v ni dung thng ip: 4- La chn phng tin truyn tin 5- La chn tnh cht c trng cho ngi thng tin (trnh ngh nghip (bc s); tnh khch quan; sc cun ht hp dn) 6- Thu thp v phn tch thng tin phn hi theo cc knh lin h ngc: phn tch nhng thng tin phn hi, ta th phn tch hai mu nhn hiu A v B di y, cho bit nhn xt v ngh:

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Chng 3: THIT LP MC TIU V NGN SCH CHIU TH1. MC TIU CHIU TH Chng ta bit, chiu th khng ch n thun l nhng hot ng marketing c lin quan n qu trnh bn hng. Hn na, hiu qu ca chiu th i vi doanh s bn khng th lc no cng c th o c. N ph thuc vo cc mc tiu hoch nh t u. Phn ny, chng ta s kho st bn cht v mc ch ca cc mc tiu chiu th, vai tr ca n trong vic hng dn trin khai, thc thi v nh gi hiu qu ca mt chng trnh truyn thng marketing tng hp (IMC) 1.1 Vai tr ca mc tiu chiu th. 1.1.1 Vai tr ca mc tiu trong qu trnh truyn thng Cc mc tiu ring bit ca mt k hoch chiu th to iu kin thun li cho vic phi hp nhiu nhm khc nhau cng lm vic trong chin dch. C nhiu ngi lin quan trong vic lp k hoch v trin khai mt k hoch chiu th, v pha khch hng (cng ty sn xut) cng nh cc i l qung co. Chng trnh chiu th phi c kt h c hai pha : cng ty v cc cng ty qung co. Mt s n v khc c lin quan n vic thc hin k hoch chiu th, chng hn nh cng ty ph trch giao t (hp bo, thng tin bo ch) hoc cc cng ty hi ch trin lm, cc cng ty nghin cu th trng, n v truyn thng H cn phi bit nhng g m cng ty mun t c gp phn vo s thnh cng ca k hoch. Rt nhiu tr ngi c th trch c, nu cc bn tham gia u hiu r cc mc tiu hng dn cc hot ng ca h v n c xem nh mt nn tng c c s cho cc vn tho lun lin quan n k hoch chiu th. 1.1.2 Vai tr ca mc tiu trong vic lp k hoch v ra quyt nh Cc mc tiu chiu th gip cho vic trin khai thc hin tt k hoch chiu th. Cc mc tiu (ng ngha) cn c tc dng trong vic hng dn ra cc quyt nh, cc nh hoch nh lun pho i mt vi s la chn chin lc v chin thut nhm tm ra cc chin lc sng to, chin lc thng ip v phn phi ngn sch cho c thnh t trong cc phi thc chiu th, cc la chn trn phi da trn c s ph hp vi cc mc tiu chiu th ca doanh nghip. 1.1.3 Vai tr ca mc tiu trong vic thm nh v nh gi cc kt qu Mt l do quan trng trong vic hoch nh mc tiu l vic a ra mt im chun, da vo m ta c th thm nh c s thnh cng hay tht bi ca chin dch chiu th. Nu khng c cc mc tiu phn nh r rng, tht kh c th xc nh n lc chiu th ca doanh nghip t c thnh qu nh th no. Mt mc tiu thch hp phi c tnh thm nh, n nh r phng php v tiu chun nh gi chng trnh chiu th. Bng vic thit lp cc mc tiu c th ng ngha, nh hoch nh chiu th cung cp mt bin php thm nh nh gi hiu qu ca chng trnh chiu th. Hu ht cc t chc lun quan tm n li nhun trn s u t vo hot ng chiu th ca h, vic so snh tnh hnh thc t vi cc mc tiu c th thm nh c l cch tt nht xc nh liu li nhun c cn i vi chi ph u t b ra hay khng? 1.2 Xc nh mc tiu truyn thng 1.2.1 Mc tiu marketing v mc tiu truyn thng Mc tiu marketing c xc nh trong k hoch marketing ca doanh nghip - K hoch marketing: l vn bn trong a ra cc chin lc p dng cc yu t trong trong marketingmix t c cc mc tiu marketing. Mt k hoch marketing bao gm: phn tch tnh hung, xc nh vn , thi c kinh doanh, thit lp cc mc tiu, ra cc chin lc, chin thut gii quyt vn v t mc tiu. Nguyn Kim Nguyn Trang 14



- Mc tiu marketing: l tnh trng v marketing m doanh nghip mong mun t c trong mt thi gian nht nh (nh mc tiu v doanh s, li nhun, th phn, pht trin s ca hng, mng li phn phi,) Cc mc tiu marketing xc nh r nhng kt qu c th thm nh c chng hn nh doanh s bn, th phn, li nhun hoc li nhun trn u t. Nhng mc tiu marketing tt phi nh r mc mong mun t c trong tnh hung th trng nht nh v khung thi gian cho vic hon thnh mc . Mt cng ty c th phn ln c th tm cch tng doanh s bn bng vic kch thch pht trin mt hng. H c th thc hin iu ny bng vic khuyn khch khch hng hin ti hoc khch hng cha s dng sn phm dng th sn phm. Mc tiu marketing c th l m rng phn phi v bn sn phm ca h nhng khu vc th trng no . Cc cng ty lun t mc tiu marketing lin quan vi nhng hot ng m h phi thc hin, gp phn gii quyt cc vn h ang i mt, v iu ny gp phn hon thnh cc mc tiu marketing ca h. Mt khi nh qun tr chiu th xem xt k hoch marketing anh ta s hiu c vi chng trnh marketing . Cc mc tiu marketing thng khng ng nht vi cc mc tiu chiu th. Mc tiu marketing l nhng kt qu mong mun t c cho ton b hot ng marketing v vic thc hin chng ty thuc vo vic phi hp v thc hin ng cc thnh t khch phi hp vi hot ng chiu th. - K hoch chiu th: l vn bn xc nh r rng khch hng mc tiu, phng thc trnh by cc thng ip qua cc phng tin truyn thng. K hoch chiu th bao gm: + Khch hng mc tiu l ai: Ai l ngi m ta mun truyn thng? + Chin lc thng ip: Ta mun truyn thng vi h ci g? + Chin lc phng tin: Vic truyn thng vi khch hng u, khi no? - Mc tiu chiu th: L mt nhim v truyn thng c bit, c thc hin vi kt qu xc nh, theo mt mc nht nh, trong mt thi gian nht nh. Mt mc tiu chiu th ng n phi c c im: Phi da trn s hiu bit v mc ch ca cng ty v mc ch tip th. Phi trn c s hiu bit r rng i tng mc tiu v cc khuynh hng p ng ca h i vi cc mc thng tin khc nhau. C th lng ha c. Phn nh cng nhiu cng tt hiu qu thc t ca hot ng chiu th. L yu cn nhng phi c tnh kh thi. C th thcc hin c trong khun kh thi gian thc thc hin Mc tiu chiu th thng bao gm 2 loi chnh: Mc tiu doanh s v mc tiu truyn thng Mc tiu doanh s thng quan tm n kt qu doanh s bn. Mc tiu truyn thng nhn mnh n tc ng v nhn thc i vi khch hng mc tiu. 1.2.2 Doanh s v mc tiu chiu th: Hn ch ca mc tiu doanh s - Kt qu xu v doanh s chu tc ng ca nhiu yu t. - Hiu qu ca chiu th lun tn ti trong mt thi k di s tin chi ph cho chiu th khng cn thit phi c mt s gn kt ngay lp tc vi doanh s bn. - Cc mc tiu doanh s ch a ra s hng dn cho nhng ngi c trch nhim lp k hoch v trin khai chng trnh chiu th. Nhng ngi b phn khc nh: sng to v truyn thng li cn mt s hng dn khc (nh c im ca thng ip qung co m doanh nghip mun truyn thng, khch hng cn hng ti, v hiu qu hay s p ng). Cc mc tiu truyn thng s gip nhng nh hng tt hn cho b phn ny hn l nhng mc tiu doanh s. Nhng tnh hung thch hp cho vic thit lp mc tiu doanh s: Nguyn Kim Nguyn Trang 15



- Khi chiu th l yu t duy nht trong k hoch marketing c th nh hng n tng doanh s. Trong khi cc yu t khc nh gi c, sn phm, phn phi khng thay i. - Trong tnh hung m vai tr ca chiu th ni tri, quan trng hn so vi cc bin khc ca marketing mix. - Trong trng hp tc ng ca hot ng chiu th l tc thi. 1.2.3 Mc tiu truyn thng v mc tiu chiu th Mc tiu truyn thng thng c s dng hn mc tiu doanh s. Ct yu ca phi thc chiu th l truyn thng. V d nh to ra nhn thc nhn hiu, s quan tm, thi u thch nhn, n tng v hnh nh nhn, v khuynh hng mua hng. Ngi tiu dng c th cha p ng hay p ng ngay lp tc, nhng nhim v ca nh chiu th l phi cung cp nhng thng tin cn thit v phi to ra nhng s dn dt, hng tm tr ngi tiu dng nhn hiu trc khi hnh vi mua xy ra. Vic thit lp mc tiu truyn thng thng s dng m hnh thang bc nhn thc. Theo m hnh ny qu trnh nhn thc ca ngi qu trnh nhn thc ca ngi tiu dng s tri qua ba bc lin tip : nhn thc, nh hng, hnh vi. Mt khi ngi tiu dng qua ba bc ny h s tin gn hn n vic quyt nh mua. 1.2.4 M hnh DAGMAR (mt phng php dng xc nh mc tiu) Theo m hnh DAGMAR, mt mc tiu qung co bao gm mt nhim v thng tin c th v c th thm nh c. Tri vi nhim v marketing, nhim v thng tin ny c th thc hin qua qung co ch khng nht thit phi kt hp thc hin nhiu yu t marketing nh th nghim marketing. Colley ngh mt nhim v truyn thng phi trn c s m hnh ca qu trnh nhn thc gm bn giai on sau: S nhn thc (Awareness): lm cho khch hng nhn thc c d tn ti ca mt nhn hiu hay cng ty. Lnh hi (Comprehension): pht trin s hiu bit v sn phm v li ch ca n vi i vi ngi tiu dng. Tin tng (conviction): dn n d nh trong tm tr ca ngi tiu dng h s mua sn phm. Hnh ng (Action): lm cho ngi tiu dng quyt nh mua sn phm 1.2.5 c im ca mc tiu chiu th theo phng php DAGMAR - Mc tiu chiu th phi c th v phi thm nh c - Mc tiu chiu th phi xc nh ng khn gi mc tiu - Mc tiu chiu th phi xc nh ng im khi u v mc thay i mong mun. - Mc tiu chiu th phi n nh khon thi gian hon thnh mc tiu. 1.2.6 nh gi v phng php DAGMAR Phng php DAGMAR dng thit lp cc mc tiu nh hng ng k i vi tin trnh lp k hoch chiu th. Ngi ta s dng m hnh ny nh mt yu t c bn cho vic thit lp cc mc tiu c th nh gi c hiu qu chin dch chiu th. M hnh ny tp trung s ch vo cc mc tiu da trn thng tin hn l nhng mc tiu da vo doanh s thm nh hiu qu ca chiu th. M hnh nu cng khuyn khch vic nh gi cc giai on trong thang bc p ng nh gi s tc ng ca chin dch. Cng vic ca Colley to ra s ci tin trong tin trnh hot ng chiu th bng vic cung cp s hiu bit tt hn v mc tiu m ngi lp k hoch nn hng n. iu nu em n kt qu t mang tnh ch quan hn, qu trnh truyn thng v mi quan h gia khch hng vi i l ca h s tt hn. 1.2.7 Mt s mc tiu chiu th c th Chng ta c th xem xt mt s mc tiu thng thng di y: Nguyn Kim Nguyn Trang 16



Thng bo l do c bit khch hng mua ngay. Thng tin v sn phm mi. To s nhn thc v s tn ti ca sn phm. To s nhn thc v nhn hiu. Cung cp thng tin lin quan n li ch sn phm. Thng tin v cng dng mi ca sn phm. Thuyt phc khch hng cha dng sn phm, dng th sn phm. Chuyn khch hng ca cc nhn khch thnh khch hng ca cng ty. Tng t l khch hng ang s dng nhn tn. Thuyt phc khch hng n mt s ca hng mua sn phm. Thuyt phc khch hng n mt s phng trng by, tham quan ca khch hng. Thuyt phc khch hng tip n nhn vin khuyn mi ca cng ty. Thuyt phc khch hng thay i n tng sai lm v sn phm. Nhc nh, thuyt phc khch hng i mi vic s dng sn phm. Lin kt vic mua vi mt s s kin c bit. Xy dng hnh nh, nim tin vo cng ty. 2. XC NH NGN SCH CHO CHIU TH 2.1 Ngn sch cho chiu th 2.2 Phng php xc nh ngn sch 2.2.1 Hng tip cn t trn xung Hng tip cn t trn xung l phng php phn b ngn sch c thit lp t cp trn v sau s tn ny c chuyn xung cho b phn cp di. Cc ngn sch ny c bn l c quyt nh trc v phn s khng da trn nn tng l thuyt no c. Phng php t trn xung di bao gm: phng php theo kh nng, phng php phn trm dn s, phng php cnh tranh ngang bng, phng php theo th phn qung co, phng php nh ban u v phng php li nhun trn u t. * Phng php theo kh nng (Affordable method): Phng php ny khng h da vo cng thc theo quy lut no c nhng li c p dng mt cch ph bin. Vi phng php ny doanh nghip ch n thun chi cho chiu th bao nhiu theo kh nng m h chi c. Phng php ny cn c gi l phng php s dng ngn sch d tha, ngha l sau khi doanh nghip chi tr cc khon sn xut, iu hnh: lng bng, chi ph sn xut, thu mn nh xng, s tin cn d li bao nhiu s c cp phi cho siu th xem y l mt s tin m n c th u t cho chiu th. H khng xem xt n nhim v, chc nng chiu th, khng c mc gii hn no c thit lp o lng hiu qu ngn sch. Phng php ny thng c s dng trong nhng doanh nghip nh. * Phng php phn trm: Phng php ny da theo t l phn trm dn s bn d kin. Phng php ny thng c s dng thit lp ngn sch ca cc doanh nghip c tnh trng kinh doanh n nh nhu cu th trng n nh, c bit l cc doanh nghip ln, trong ngn sch cho chiu th c da trn doanh s bn d kin ca sn phm. Nh qun tr quyt nh s tin phi chi bng mt trong hai cch: - Ly theo t l ca doanh s. - Hoc n nh mt lng tin nht nh trn mi n v sn phm dng cho chiu th ri em nhn vi s n v sn phm c bn. u im ca phng php ny l: Kh n gin v d p dng, nht l cho cc doanh nghip c iu kin n nh. Nguyn Kim Nguyn Trang 17



An ton cao v ti chnh v gi mc chi tiu trong nhng gii hn hp l t da vo mc doanh s mong i ca doanh nghip trong k hoch. S dng doanh s bn d kin lm nn tng l ngn sch khng da trn doanh s c ca nm trc, phng php ny c tnh n s thay i, ban qun tr phi a ra nhng yu t ca s thay i ny v d bo doanh s nm tip theo. Kt qu ngn sch ny phn nh c cc iu kin hin ti v thch hp hn. Nhc im ca phng php ny: C nhng tnh hung p dng khng thch hp nh: nhng sn phm thnh cng c th c mt ngn sch thi qu trong khi sn phm c v th trn th trng, c th phn kh quan. Nu cc sn phm c doanh s thp th s chiu th t hn, iu ny s tr hon tin doanh s hoc trng hp sn phm trong giai on u rt cn hot ng chiu th nhng ch c chi mt khon qu nh. Phng php ny kh p dng cho vic chiu th sn phm mi. Nu khng c cc s liu v doanh s qu trnh trc th khng c c s thit lp ngn sch. Vic d kin doanh s c th kh khn, c bit l nu sn phm c tnh ci tin cao. Vic doanh s quyt nh lng hci iu cho chiu th quay li mi quan h nhn qu gia hiu qu chiu th v doanh s. Chiu th y c xem nh l mt chi ph lin quan vi vic to ra doanh s hn l mt s u t Phng php ny khng tnh n tnh hnh cnh tranh trn th trng v yu cu ring bit ca mc tiu truyn thng. Vic xc nh t l phn trm thch hp thng theo kinh nghim lch s v rt kh khn * Phng php cnh tranh tng ng Phng php ny trn c s xem vai tr ca chiu th nh cng c cnh tranh. Vic xc lp ngn sch chiu th da trn theo di v thu thp thng tin v cc i th cnh tranh chi bao nhiu cho chiu th v lp ngn sch tng ng nh h. phng php ny thch hp cho nhng doanh nghip c sn phm khng khc bit lm, c v tr tng ng trn th trng Nhc im ca phng php ny: Th nht n b qua vic chiu th c thit hon thnh cc mc tiu c th. Th hai, n tha nhn rng cc doanh nghip ging nhau v chi tiu, cho nn cc chng trnh ca h c hiu qu tng ng vi nhau. Gi nh ny b qua s ng gp ca cc nh sng to hay li th ca cc phng tin truyn thng, cng nh l s thnh cng hay tht bi ca thc hin chng trnh chiu th. Hn na n b qua nhng li th chnh ca doanh nghip v sn phm; mt s doanh nghip sn xut sn phm tt hn sn phm ca doanh nghip khc. Hon cnh kinh doanh ca mi doanh nghip hon khc nhau. Mc tiu marketing v mc tiu truyn thng cng khng ging nhau, do khng ch da no ch da vo chi ph ca i th tin hnh hot ng chiu th ca mnh. Chng hn mc tiu ca doanh nghip l ng hng u trn th trng nhng qua phng php cnh tranh tng ng cho thy cc i th chi tiu mt khon ngn sch rt nh cho qung co, nu lm ging nh h, mc tiu ca doanh nghip kh lng thc hin c. Cui cng khng c g m bo i th quyt nh khon ngn sch ca h trn c s no, mt khi vic xc nh khng c cn c, doanh nghip li theo vt ca h.

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Tm li: rt t doanh nghip s dng phng php ny nh mt cng c duy nht thit lp ngn sch chiu th. Phng php ny c kt hp vi phng php phn trng doanh s v cc phng php khc. Khng bao gi b qua s cnh tranh, cc nh qun tr phi lun lun nhn thc v nhng g m cc i th cnh tranh ang lm, nhng h khng nn bt chc y nh h trong vic thit lp mc tiu v trin khai chin lc. * Phng php th phn qung co Phng php ny cho rng c th gi th phn v doanh s ca cng ty cn chi mt khon tin thch hp gi th phn tng ng trong lnh vc qung co. Da trn tng chi ph qung co sn phm trn mt th trng c th no a lp ngn sch qung co theo t l phn trm tng ng. c im ca phng php ny: u im: y l trng hp tip cn hp l, bo m cho cng ty bo v v tr ca mnh trn th trng c v mt sn phm ln v tr trong nhn thc ca khch hng Nhc im: cc i th khc cng c kh nng thay i ngn sch. Khng ch c hot ng qung co mi to s nhn thc trong tm tr khch hng m cn phi hp vi cc thnh t khc trong marketing mix. * Phng php nh ban u Phng php ny ngh mc chi nh ln trc nu nh tnh hnh khng c g thay i, c ngha l nu doanh s nm trc t kt qu mong mun v doanh nghip chi bao nhiu th nm nay vn dnh ra ngn sch nh c. Phng php ny rt d p dng, theo kinh nghim v thch hp cho doanh nghip hot ng trong mi trng n nh. Hn ch ca phng php ny l khng tnh n mc tiu marketing, chin lc marketing, tc ng ca s thay i th trng, ngi tiu dng v cc chi ph v truyn thng. * Phng php li nhun trn u t (R.O.I) phng php phn trng doanh s, doanh s mang tnh quyt nh i vi ngn sch qung co, nhng qung co li l nguyn nhn dn n kt qu doanh s. Trong phng php phn tch bin t v phng php ng cong hnh ch S, vic gia tng u t vo chiu th dn n s gia tng doanh s. y mun nhn mnh vo s u t. Trong phng php ROI, chiu th c xem l mt s u t ging nh nh my v thit b. iu ny ni ln rng s u t s em n mt li nhun no , ging nh cc kha cnh khc ca mt n lc ca doanh nghip, chiu th c mong i thi c mt li nhun no . Trong khi phng php ROI trong c v hon ho v mt l thuyt, nhng trong thc t n him c kh nng nh ra c cc li nhun mang li bng n lc chiu th - t nht vi iu kin doanh s tip tc ng vai tr c bn cho vic nh gi hiu qu. iu ny cho thy, trong khi cc nh qun tr cn bit rng c bao nhiu li nhun thu c qua vic chi tiu nh vy, cu hi ny vn khng c tr li v phng php ROI vn thc s l mt phng php t c s dng lp ngn sch. 2.2.2 Hng tip cn t di ln Hn ch ch yu ca hng tip cn t trn xung l cc phng php ny d ton ngn sch khng gn lin vi cc mc tiu v chin lc chiu th c ra hon thnh chng. Mt chin lc ngn sch hiu qu hn s phi xem xt n cc mc tiu thng tin v ngn sch ca doanh nghip, trn c s nhng g c cho l cn thit t c cc mc tiu . * Phng php mc tiu v nhim v Phng php ny rt logic cut pht t mc tiu chiu th v xc nh cc cng vic cn lm thc hin c cc mc tiu ny, tnh ton chi ph cho tng cng vic v vic lp ngn sch chiu th da trn tng s chi ph tnh ton.

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u im ln nht ca phng php nu l th hin mi lin h cht ch vi mc tiu qung co, tt c cc tnh ton lp ngn sch chiu th u xut pht t vic hon thnh cc mc tiu chiu th. Mt iu quan trong l vic thit lp mc tiu v thit lp ngn sch m khng c cc mc tiu r rng trong u, v vic thit lp cc mc tiu m khng ch n cn bao nhiu tin l vic lm v ngha. Phng php thit lp ngn sch theo mc tiu v nhim v c hoch nh t di ln trn bao gm cc bc: 1- nh r cc mc tiu truyn thng cn c hon thnh. 2- Xc nh cc chin lc v cng vic cn thit t c mc tiu. 3- Lng nh chi ph thc hin cho cc chin lc v cc cng vit ny. Tng ngn sch c da trn s tch ly ca cc chi ph ny. 4- Kim tra, gim st. 5- nh gi li cc mc tiu. c im ca phng php ny: u im ch yu ca phng php mc tiu v nhim v l ngn sch chiu th xut pht t cc mc tiu cn phi t c. Cc nh qun tr gn b cht ch vi n lc marketing s c c cc thng tin u vo v chin lc c th xem xt trong tin trnh thit lp ngn sch. Nhc im ch yu ca phng php ny l kh xc nh cng vic cn thit v chi ph tng cng vic . Bng vic a ra cc khuyt im ny, nhiu nh qun tr quay li vi cc phng php t trn xung thit lp ngn sch cho chng trnh. * Phng php k hoch tr trc Thi gian u ca vic gii thiu sn phm mi i hi xem trng hot ng chiu th kch thc mc nhn thc v khuyn khch dng thc sn phm. xc nh lng chi bao nhiu, cc nh marketing lun trin khai k hoch tr trc xc nh gi tr u t cu hot ng chiu th. im c bn ca tng nu l lp d n doanh thu cho sn phm trong hai hoc ba nm, cung nh l cc chi ph m n s pht sinh. Da vo t l li nhin mong i, k hoc tr trc s tr gip trong vic xc nh chi ph chiu th cn thit bao nhiu t li nhun mong mun. Tm li: d phng php ny khng hon ho, n tht s hng dn cc nh qun tr trong vic hoch nh ngn sch. Khi s dng kt hp vi phng php mc tiu v nhim v, n a ra mt phng php thit lp ngn sch c tnh logic hn l cc phng php thit lp ngn sch t trn xung nh tho lun phn trc. * M hnh nh lng Theo phng php ny phn ln s dng cc m hnh m phng in ton bao gm k thut thng k nh phn tch hi qui bi s xc nh ng gp tng quan ca ngn sch qung co i vi doanh s bn. Do c hn ch nn d chp nhn phng php ny vn cn gii hn. Khi my tnh tip tc tm cch tn cng vo lnh a qung co, th cc m hnh tt hn c th s xut hin. Tm lc v cc phng php lp ngn sch S khng c mt phng php no c chp nhn mt cch ton din trong vic thit lp ngn sch. Cc nhc im ca tng phng php c th lm cho chng khng kh thi hay khng ph hp. Hin nay, vic s dng phng php mc tiu v nhim v tip tc tng, tri li cc phng php t phc tp hn li gim. Nhiu nh qung c cng ang s dng phng php k hoch tr trc. Bng vic s dng phng php ny kt hp vi phng php trm doanh s, cc nh qung co c c ngn sch chnh xc v hu hiu hn. Chng hn nh, nhiu doanh Nguyn Kim Nguyn Trang 20

Bi ging Qun tr chiu th 20% khngthnh hay bit

100%


40% vin nghip hin Trong u tin trnh lp ngn sch bng vic thit lp cc mc tiu h cn hon nay bt cha thnh, v ri gii hn li ngn sch bng vic p dng th dng phng php phn trm doanh s hay th 80% Trong s phng php khc quyt c liu c hay khng kh nng ti chnh, ng thi ngn sch nh khng trng 80% 80% ngi ca i th c th nh hay bith quyt nh ny. hng n hi lng t hay bit Trong s 2.3 Phn phi ngn sch cho chiu th 60% c 80% c 2.3.1 Phn phi ngn sch cho cc thnh t chiu thdng th dng th Ngy nay c s chuyn dch u tin phn phi ngn sch chiu th cho cc20% tt chiu thnh th. Cc nh qung co bt u thay i ngn sch ca h t phng tin qung colng hi truyn thng sang cc hot ng khuyn mi nhm co c ngi tiu dng v gii thng mi. Marketing trc tip v cc cng c chiu th khc cngNhn hiu A nhn thc c cc s ch v cnh tranh ngy cng tng trong ngn sch chiu th do mt s nguyn nhn sau: C nhiu phng php truyn thng mi gip cho cc nh marketing c nhiu cch thc mi n cc khch hng tim nng, h tng thm s nhn mnh vo marketing trc tip. 100% Chi ph thu phng tin truyn thng gia tng nhanh chng. 60% khng thnhKh nng ca khuyn mi thc y dng th, s pht trin ca sn phm hay nhn hiu hay bit vin v nhu cu cn cc cng c chiu th mnh 70% hn cng dn ti s chuyn i trong m Trong cha th chin lc. 20% dng th Trong s Mt s nh marketing cng s dng quyt nh phn phi ko di thm s tin qung co khng trng 40% c v nhn s tc ng nhiu hn40% ngi tin. t cng s hi lng t hay bith hay bit 2.3.2 Cc yu t nh hng n phn b ngn sch chiu th: Trong s 30% c 30% c Khch hng/cng ty qung co: dng th dng th Qui m th trng 80% Tim nng th trng hi lng Mc tiu th phn Tnh hiu qu ca qui m qung Nhn hiu B co c im ca t chc

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Chng 4: CHIN LC QUNG CO1. TNG QUAN V QUNG CO 1.1 S ra i v pht trin ca hot ng qung co 1.1.1 S ra i v pht trin ca hot ng qung co Qung co c ngay t bui u lch s thnh vn. Nhng nh kho c cc x quanh a Trung Hi o c nhng du hiu thng bo v cc s kin v mi cho g . Nhng bc tng k ch La M thng bo nhng cuc gic u nhng bc ha ca x Phoenicia trn nhng tng ln dc ng i. n gin hn h ch vit tn vt mun bn ln ca, ln cc ct ngoi ng, mt hnh thc tin phong ca qung co ngoi tri thi nay. Mt hnh thc qung co c xa khc l m rao (town crier). Trong thi Hong kim Hy Lp, nhng ngi g m ny i khp trong Athens thng bo v vic bn n l, tru b v cc hng khc. Mt bi thng mi xa ca dn Athens c li l nh sau: mt cn long lanh, m nh bnh minh, cn p mi d thi con gi i qua. Bng gi c hp l, ch em no bit, s mua m phm Aesclyptos. Nhng ngi m rao ny bo hiu tr qung co trn radio v kiu xe phng thanh ca cc chnh khch. Mt hnh thc qung co c xa na l nhng du hiu ca ngi th th cng ghi trn sn phm ca mnh, nh gm chng hn. Khi uy tn ngi th lan truyn rng, ngi mua s tm hng c du hiu ring ca h ging nh ngy nay ta tm nhn hiu v tn hiu ca mn hng vy. - Vo nm 1450 khi Gutenberg ch ra my in, s kin ny to bc chuyn bin trong lch s qung co. Ngi qung co khng cn phi lm nhng du hiu bng tay na. Vn bn qung co u tin bng ting Anh xut hin nm 1478. - Nm 1622, vic qung co bng ln khi ra i t bo u tin bng ting Anh, t The Weekly News. - n th k XVII, t khi xut hin cc thnh th phng Ty v hot ng bun bn pht trin trm r vi s ra i ca p-phch, qung co ph bin v nh nhng t p-phch cng c in trn giy (sn qut ln vi, ln tng) - n nm 1760 ln u tin t Gazette ng qung co v mt quyn sch sp xut bn. - Gia th k XIX v bc sang th k XX, vi vic pht minh ra truyn thanh v truyn hnh y cng ngh qung co tin xa hn. iu a qung co n tng nh, tng ngi, tng ngnh cho d h c mun hay khng. - Trong nhng nm u ca th k XXI vi s pht trin nh v bo ca khoa hc cng ngh trong tt c cc lnh vc. Nhng thnh tu rc r ca ngnh cng ngh thng tin m ra mt thi k pht trin mi ca nn kinh t. T khi Internet xut hin v pht trin th qung co trn Internet tr thnh mt cng ngh mi hay ni cch khc l to ra mt cuc cch mng v qung co. Qung co pht trin mnh nht Hoa K. Ben Flanklin c gi l cha ca ngh qung co M vi t Gazette ca ng, xut bn ln u nm 1929. Nhiu yu t khin Hoa K tr thnh ci ni ca ngnh qung co. Th nht, Hoa K tin nhanh ti sn xut c gii ha, to nn tnh trng sn xut tha, v ny sinh nhu cu thuyt phc khch hng mua nhiu hn. Th hai, mng li giao thng pht trin tt khin vic chuyn ch hng ha v m rng phng tin qung co tr nn d dng. Th ba, vic p dng cng bch gio dc t 1813 lm tng s ngi bit ch v khin bo ch pht trin. Vic pht minh radio v TV sau ny cng to thnh hai phng tin truyn thng cc k thun li cho qung co. Nguyn Kim Nguyn Trang 22



1.1.2. Qung co trn th trng Vit Nam Bt u t nm 1996, khi hp tc kinh doanh v lin doanh c khi ng, mt s cng ty nc ngoi c cp giy php thnh lp vn phng i din ti Vit Nam. Nhiu i gia nc ngoi nh J Wzatter Thompson, Mc Can, Sattchi, Dentsu... c mt ti Vit Nam, v n nm 2001, MindShare VN, Vietlink, Opti Media... xut hin t nh l cc cng ty chuyn thit k nhng li kinh doanh bng vic ln k hoch v mua qung co trn cc phng tin truyn thng. Ngay lp tc nhiu cng ty qung co trong nc b h gc bi mt cng ngh qung co hon ho c cc cng ty n anh ny du nhp. Cng vi vic cc chi nhnh t ra i v vic cm qung co ngoi tri (ca TP H Ch Minh), nm 2002 cuc cnh tranh ngy cng tr nn khc lit hn bao gi ht vi cc cng ty qung co ni a. Hin nay theo thng k ng k qua S K hoch u t, c nc ang c trn 1000 cng ty lm qung co, nhng tht s s cng ty lm vic chuyn nghip ch trn di 30 cng ty. Trong , nhng cng ty lm nhng hp ng trn gi vi y cc chin lc, k hoch qung co... th ch m trn u ngn tay. Xut hin t khong thp nin 1990, ngnh qung co non tr ca Vit Nam khi y ch n gin tp trung mng qung co ngoi tri vi cc pano qung co ln, hp n hoc trnh by ti cc ca hng... vi cc gng mt nh Qung co Tr, Qung co Si Gn v Vinatax. T nm 1992, qung co bt u xut hin qua cc loi hnh mi nh tivi, bo ch v sau trn cc sn phm phc v tiu dng v in n... Cng thi gian ny, m hnh qung co trn xe but khi xut t Cng ty H Thi cng ra i. Nm 1996, khi k thut in hiflex ra i vi u th thng dng v hon thin so vi v tay th ti Vit Nam cng r ln phong tro qung co cc trm ch xe but, vi s xut hin ca cc cng ty Thi i, t Vit... T nm 2000, nhiu ca hiu, ca hng, n v in n, v qung co nng cp ln thnh cng ty, trong c c nhng cng ty lm nhiu vic khc nhau nhng c vi tay sang qung co li lm cho chin trng ny cng thm si ng. Theo gii chuyn mn th chnh t phong tro cng nhau lm qung co ny to ra mt th trn ht sc si ni trn th trng. Hc hi cc ng nghip nc ngoi, nhiu cng ty ln nh t Vit, Goldsun... cng bt u lm qung co mt cch bi bn v c kh nng thc hin nhng hp ng trn gi. Th nhng, c mt thc t l phn chia t ming bnh hn 1 t USD oanh thu qung co mi nm ti Vit Nam cho cc cng ty trong nc ch t 10-20%, trn 80% cn li u thuc v nhng tp on qung co ln trn th gii. Nhn nhn con s chia phn ny nhiu gim c cc cng ty qung co trong nc cho l cn kh lc quan. Gim c mt cng ty qung co ln lm th mt bi ton: T 15% doanh thu cho mt hp ng trn gi (trong 10% dnh cho nh hng chin lc v tng, 5% cho Media, thc hin trin khai) th 12,5% th phn thuc v cc cng ty nc ngoi, cn cc cng ty Vit Nam ch chim 2,5%. Tuy nhin, vi nhiu cng ty con c thnh lp t nhng cng ty m snh si v cc cng ty qung co trong nc phi nh nhau u u, m trn nhn thu, thi nhau h gi thnh nn nhiu lc con s 2,5% ni trn tht s ch cn vn vn 0,5-1% Do hn ch v nng lc, nhiu cng ty Vit Nam ch lm gia cng li cho nhng cng ty nc ngoi v hng c nhng mu bnh nh nhoi cn li. Phn v cng quan trng ca vic qung co l nh hng chin lc, sng to, a cc tng u do cc cng ty nc ngoi thc hin. Cng t cn cn chnh lch ny, cc cng ty nc ngoi thm ch c nhiu i gia trong nc cng rt ngi t hng trn gi cho cc cng ty ni a, bi khi tung tin qung co, ai cng mun nm chc phn thng v khng dm mo him vi ti tin ca mnh.

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Tuy nhin cng khng ph nhn s n lc ca th trng qung co Vit Nam trong nhng nm qua. S pht trin nhanh chng v mnh m ca ngnh qung co Vit Nam 20 nm qua ng gp tch cc cho s ra i v pht trin ca cc thng hiu mnh ni ring v nn kinh t Vit Nam ni chung. Trong hnh trnh to ting vang cho thng hiu Vit, ngnh qung co thc hin tt vai tr tin phong v ang tip tc c nhng ng gp ln lao hn na. Bc ngoc ca qung co Vit Nam l s ra i ca hip hi qung co Vit Nam nm 2001. Nm 2006 Gii thng Qung co sng to Vit Nam ln th I Qu chung vng c s bo tr ca B Vn ha Thng tin, do Hip hi Qung co Vit Nam (VAA) t chc nhm ghi nhn v tn vinh gi tr sng to ca cc c nhn, doanh nghip s hu nhng tc phm qung co xut sc. Cng vi cc gii thng khc trong lnh vc kinh t, gii thng Qu chung vng c ngha rt ln trong vic khuyn khch v thc y sc sng to ca cc doanh nghip Vit Nam. Vi s ra i ca Gii thng Qu chung vng, HIp hi Qung co th hin mong mun v s gn kt trong cng cuc xy dng, pht trin ngnh qung co Vit Nam. 1.2 Khi nim, phn loi qung co 1.2.1 Khi nim: - Theo Robert Leduc Qung co l tt c nhng phng tin thng tin v thuyt phc qun chng mua mt mn hng hay mt dch v" - Hip Hi Tip Th Hoa K AMA (American Marketing Association) nh ngha qung co nh sau: 1. Qung co l mt hot ng tn tin (paid form) 2. Da vo mi th, khng da vo con ngi (non personal) 3. loan bo, cho mi v mt kin, sn phm hay dch v (goods / servives). 4. Do mt ngi cy qung co c danh tnh r rng (identified sponsor). - nh ngha: Qung co l nhng hnh thc trnh by gin tip v khuych trng tng, sn phm hay dch v c ngi bo tr nht nh tr tin 1.2.2 Phn loi: - Theo i tng mc tiu: Qung co tiu dng v cng nghip - Theo phm vi ni dung: Qung co sn phm v qung co t chc - Theo phng tin s dng: Bo, Truyn hnh, Th, Truyn thanh - Theo loi thng ip: Qung co thng tin, qung co thuyt phc, qung co nhc nh 1.3 c im v vai tr ca hot ng qung co 1.3.1 c im Qung co c tnh phi c nhn v l hot ng tr tin nn c nhng c im sau + Tnh i chng cao + Kh nng lp li cao + C th din t khuch trng + C tnh t do cao 1.3.2 Vai tr Qung co l mt phn ca chin thut phi hp 4P trong tip th (Product, Price, Place (Distribution), Promotion) ngha l "b t" sn phm, gi c, phn phi, xc tin hn hp (bao gm Advertising hay qung co, Sales Promotion hay khuyn mi, Public Relations hay quan h cng chng, Salesmanship tc cho hng). Trn c s qung co c vai tr quan trng trong nhng hot ng sau: - Qung co trong hot ng kinh doanh: Qung co gp phn thc y cc hot ng kinh doanh ngy cng si ni. Bui sng, m ca, thy mt t gii thiu chuyn lp t ng-ten. Bc ra ng, thy cc bc tng c trang im bng nhng dng ch khoan ct b-tng v nhn rt hm cu. Bui tra, m my tnh, nhn c e-mail qung co sa cha thit b in gia dng ti nh. Bui ti trn tivi, mn Nguyn Kim Nguyn Trang 24



hnh y nhng du gi, kem nh rng v bng bng...Nhn t u ph n cui ph, trn tt c cc cn nh u c che kn bng nhng tm bin qung co kiu, mu sc, hnh dng, kch c... Mt th gii y qung co. l th hin ca nn kinh t tiu dng. C th ni cha bao gi qung co len li su sc vo cuc sng, chi phi la chn ca ngi tiu dng mnh m nh vi nm tr li y Vit Nam v trong ni b gii qung co ang din ra mt cuc chin tht s. Th trng qung co nhanh chng bng n khi cc i gia v cc tp on ln nc ngoi nh Unilever, Colgate, Coca-Cola, Pepsi... vo Vit Nam v nhy vo lnh vc qung co. Theo bc cc cng ty nc ngoi cc cng ty Vit Nam cng pht ln nh gia cng, sn xut hay quan h vi cc c quan ban ngnh, truyn thng ln k hoch truyn hnh, pht sng... - Qung co v vic qung b sn phm t c mc tiu kinh doanh trn th trng, c mt sn phm tt thi cha , doanh nghip cn phi xy dng thng hiu ca mnh thnh mt thng hiu c khch hng a chung. t iu ny, doanh nghip cn phi truyn thng vi th trng khch hng bit nhng tnh nng ng dng, tnh u vit v li ch ca sn phm mnh. V qung co lm c iu . - Qung co v thng hiu: Trn thc t, c kh nhiu thng hiu ai cng bit n nhng lng khch mua hng li chng l bao. Vy qung co v thng hiu c mi lin h nh th no?. Mt trong nhng cng c gip xy dng thng hiu mnh l qung co. Khng c thng hiu no tr nn ni ting nu khng c qung co, d bng cch no hay cch khc. Trn vai tr qung b sn phm, qung co hiu qu s gip doanh nghip xy dng v qung b thng hiu ca mnh. + Qung co l cng c nhc nh v in su vo no ngi tiu dng v s hin din ca thng hiu. Qu trnh lp i lp li qung co s lm thng hiu in su vo tm tr ngi tiu dng. + Mt khi thng hiu c nhiu ngi bit n, qung co c vai tr truyn ti hnh nh v thng hiu ti ngi tiu dng hay nh v hnh nh thng hiu . Ch cn xem mu qung co, ngi ta c th d dng nhn ra l ca Heineken vi thng ip khng i, lm tot ln ngha trn vn v ng cp ca thng hiu ny: Ch c th l Heineken. + Duy tr qung co v ci tin thng hiu. Ngi tiu dng s cm thy nhm chn khi xem mt thng ip qung co c lp i, lp li. Do vy, doanh nghip phi lun sng to, tm ra s khc bit v th v trong cc mu qung co truyn ti hnh nh thng hiu c duyt trong bn tuyn ngn nh v. iu ny c ngha l cng mt thng ip, nhng mu qung co c din t v th hin bng nhng ni dung khc nhau hnh nh thng hiu lun mi trong mt ngi tiu dng. 1.4 M hnh thit k chng trnh qung co (5M) Nhiu doanh nghip au u, lng tng mi khi cn phi trin khai chin dch qung co nn dn n kt qu hu nh khng mong mun. Nguyn nhn do h xc nh sai hoc khng xc nh ng cc yu t cn thc hin c mt qung co t tiu chun. c mt qung co nh mun, doanh nghip cn quyt nh qung co da trn 5 ch M ca qung co, l: Misson- mc tiu, Messages- thng ip, Media-phng tin truyn thng, Money- tin, v Measurement- nh gi kt qu. 1.4.1. Xc nh mc tiu qung co (Mission) Qung co c th c mt trong s bn nhim v, l: thng tin, thuyt phc, nhc nh, hoc cng c thm quyt nh mua hng. Vi mt sn phm mi, doanh nghip nn thng tin hoc/ v thuyt phc. Cn vi mt sn phm c nh Coca-cola chng hn th ch nn nhc nh khch hng. V vi sn phm va mi, qung co ca doanh nghip nn trn an v cng c quyt nh mua hng ca khch hng. Nguyn Kim Nguyn Trang 25



1.4.2. Xc nh ngn sch (Money) Doanh nghip phi xc nh ngn sch dnh cho qung co da trn tnh ton t nhng quyt nh mc tip cn, tn sut xut hin, v tc ng vi mc gi no. Ngn sch ny phi tnh vic cng ty phi tr tin qung co v cc chi ph khc. 1.4.3. La chn phng tin qung co (Media) Vic la chn phng tin no qung co ang tr thnh mt thch thc ln. Cc doanh nghip chn phng tin truyn thng qung co phi da trn kh nng vn ti th trng mc tiu mt cch hiu qa nht. Doanh nghip nn lm vic vi b phn phng tin truyn thng ca hng qung co nhn nh xem phm vi tn sut, cng , v tc ng ca chin dch qung co s t ti mc no. Phm vi qung co chnh l s khch hng cn truyn tin n h. Tn sut chnh l s ln xut hin qung co. V cng l mc gy n tng ca qung co. 1.4.4. Thit k thng ip qung co (Messages) Thng ip phi truyn t c gi tr c bit ca hng ha bng li l v hnh nh. Tuy nhin, khng phi v ni ln nhng kha cnh c o, khc bit ca sn phm doanh nghip so vi nhng sn phm khc m qung co ca doanh nghip v nn nhng gic m khng c tht cho ngi tiu dng ng bao gi vit ra mt mu qung co m bn khng mun ngi trong gia nh bn c. Bn khng ni di v mnh. Vy cng ng ni iu vi ti (David Ogilvy). 1.4.5. o lng v nh gi tc ng ca qung co (Measurement) Cc chin dch qung co cn phi c cch nh gi hiu qu trc v sau . M hnh qung co nn c th nghim trc bit c hiu qu truyn t bng nhng cch thc gi nh, nhn ra, v thuyt phc. Khi nh gi hu k phi tnh ra cho c tc ng ca thng tin truyn t hoc ca vic bn hng do chin dch qung co em li. D l lm iu ny khng d, nht l khi qung co bng hnh nh. 2. XC NH MC TIU V NGN SCH QUNG CO 2.1. Xc nh mc tiu qung co Mt chng trnh qung co hiu qu phi ni ln c s tht v li ch sn phm, phi nu c im mnh ca thng hiu, phi ng nht trong thng ip qung co v phi tc ng ti khch hng mc tiu nhng knh truyn thng ph hp nhm to nn hiu qu tng lc. Bc u tin trong thit k chng trnh qung co l xc nh cc mc tiu qung co. Nhng mc tiu ny phi xut pht t nhng quyt nh trc v th trng mc tiu, s nh v, xc tin hn hp v Marketing-mix. C th sp xp mc tiu qung co thnh cc nhm mc tiu thng tin, thuyt phc hay nhc nh. Xc nh mc tiu qung co l nhim v truyn thng c bit cn hon thnh vi mt khn thnh gi trng im chuyn bit trong mt giai on chuyn bit. 2.1.1 C s xc nh mc tiu qung co - Xem xt th trng mc tiu: Phn tch cu trc th trng, xu hng pht trin nhu cu ca ngi tiu dng, mc cung ng ca cc nhn hiu trong ngnh, nhng phn khc th trng chnh, nhng phn tch c bit khc - Xem xt sn phm: Phn tch im mnh, im yu thng hiu hin c di gc li ch v cc gi tr cm tnh m thng hiu mang li cho ngi tiu dng - Cc hot ng tip th khc - Xem xt tnh hnh cnh tranh: cn xc nh nhng ai l i th cnh tranh, phn tch im mnh v im yu ca h, cc s h ca h, tm hiu cc mu qung co v cc thng ip ca h, tm hiu cc hot ng Marketing m h thc hin trong thi gian qua 2.1.2 Phn loi mc tiu qung co Nguyn Kim Nguyn Trang 26



- Mc tiu thng tin + Gii thiu sn phm mi + ngh mt cch s dng mi + Thng bo cho th trng bit vic thay i gi + Gii thch cng dng sn phm + M t nhng dch v hin c + iu chnh li nhng n tng khng ng + Gim bt ni lo ngi ca ngi mua + To dng hnh nh ca doanh nghip Qung co thng tin c dng nhiu trong giai on gii thiu sn phm khi mc tiu ch yu l to nn nhu cu ban u. V d qung co trong giai on ny ca nh sn xut a CD l thng bo cho khch hng v m thanh, nhng tin li ca vic tiu dng a CD. Hay nh cc sn phm v sa dnh cho ph n c bu. Th ban u cc nh sn xut phi ch ra li ch ca sn phm l g, nhng gi tr m sn phm mang li - Mc tiu thuyt phc + Hnh thnh s a thch nhn hiu + Khuyn khch dng th nhn hiu + Thay i nhn thc v tnh nng, tc dng sn phm + Thuyt phc khch hng dng thng xuyn... Qung co thuyt phc tr nn quan trng hn khi cnh tranh gia tng. y, mc tiu ca cng ty l xy dng nhu cu c chn lc. V d, khi cc nh sn xut u ng vng trong th trng, Sony s khi s n lc thuyt phc ngi tiu dng rng nhn hiu ca h mang li cht lng tt nht so vi ng tin h b ra. Hay khi cc nh sn xut sa c ch ng c ri th anmum s khi s n lc thuyt phc ngi tiu dng rng nhn hiu ca mnh mang li gi tr tt nht so vi ng tin h b ra. Mt vi qung co thuyt phc chuyn thnh qung co so snh, n tm cch xc nh v tr siu ng ca nhn hiu ny bng cch so snh trc tip hoc gin tip vi mt hay nhiu nhn hiu khc. V d: trong chin dch liu gan so snh Texas Instruments mi khch so snh th my tnh Professional ca h vi my tnh c nhn ca IBM. Qung co so snh c dng trong cc loi sn phm thuc kh mi, kem nh rng, xe hi, ru, thuc gim au... - Mc tiu nhc nh + Nhc nh ngi mua v s c mt ca sn phm ti cc im bn + Nhc li nhng li ch thit thc v gn gi + Cng c nhm lm khch hng an tm l mnh la chn ng + Khc ha hnh nh sn phm m nt v kh qun Mc tiu ny tr nn quan trng i vi nhng sn phm giai on pht trin v bo ho nhm gi khch hng lun nh v trung thnh vi nhn hiu sn phm ca cng ty. V d mu qung co ca Coca-cola trn tivi c thit k ch yu l nhc ngi ta nh n Cocacola ch khng phi thng bo. 2.2. Quyt nh ngn sch qung co Sau khi xc nh mc tiu ca mnh ri, vic k tip l cng ty phi xc nh kinh ph qung co cho tng sn phm 2.2.1 Cc yu t nh hng n quyt nh ngn sch qung co Cng ty phi chi ng mc cn thit t mc tiu doanh s. Sau y chng ta m t mt s yu t c bit cn phi tnh n khi xc nh kinh ph qung co. - Cc giai on ca chu k sng sn phm: Nhng sn phm mi thng i hi ngn sch qung co ln to s bit n v khuyn khch dng th, nhng sn phm sung mn ch c h tr bng ngn sch nh hn theo t l vi doanh thu bn hng. Nguyn Kim Nguyn Trang 27



- Th phn v iu kin s dng: Nhng nhn hiu c th phn ln thng i hi chi ph qung co t hn tnh theo doanh thu bn hng duy tr th phn ca mnh. to th phn bng cch tng quy m th trng i hi chi ph qung co ln hn. Ngoi ra, nu tnh chi ph trn n tng th vic tip cn nhng ngi tiu dng mt nhn hiu c s dng rng ri, t tn km hn l tip cn nhng ngi tiu dng nhn hiu t c s dng. - Cnh tranh: Trn mt th trng c nhiu i th cnh tranh v chi ph qung co ln, mt nhn hiu phi c qung co mnh m hn loi tr nhng thng tin nhiu ca th trng - Tn sut qung co: S ln lp li cn thit a thng ip ca nhn hiu n c ngi tiu dng cng gp phn quyt nh ngn sch qung co - Kh nng thay th ca sn phm: Nhng nhn hiu thuc loi thng thng i hi qung co phi mnh to nn s khc bit. Qung co cng rt quan trng khi nhn hiu c th cung ng nhng li ch vt cht hay tnh nng c o 2.2.2 Phng php xc nh ngn sch qung co 2.2.2.1 Phng php tu kh nng Mt cch n gin, nhm vo kh nng chi tr cho hot ng qung co m doanh nghip xc inh lng kinh ph dnh cho n. Cc doanh nghip thng s dng phng php ny. H ly tng doanh thu tr cc khon hot ng, chi ph u t v k l dnh ra mt con s no trong tin qu cn li cho qung co C iu khng may l phng php ny n nh kinh ph qung co hon ton b qua cc tc ng ca c ng ln kinh ph. N c xu hng t qung co ng sau cc u tin chi khc, ngay c trong tnh hung qung co l cha kho then cht cho thnh cng ca cng ty. Kinh ph hng nm khng n nh, kh khn cho k hoch di hn. 2.2.2.2 Phng php phn trm doanh s bn Vi t l phn trm nh trc: Kinh ph qung co = doanh s nm bo co * % qung co Tuy n gin v lng kinh ph nm trong kh nng chi nhng phng php ny khng hp l ch n xem doanh s nh l nguyn nhn trong khi y l kt qu ca hot ng qung co 2.2.2.3 Phng php ngang bng cnh tranh Doanh nghip xc nh kinh ph qung co ngang vi kinh ph qung co ca i th cnh tranh. Phng php ny tuy c v da trn mc chi hp l ca ngnh v trnh gy chin tranh c ng nhng khng phc v mc tiu ca doanh nghip cng nh khng khai thc c nhng iu kin ring ca doanh nghip 2.2.2.3 Phng php tu theo mc tiu v cng vic Theo phng php ny, cng ty thit lp kinh ph qung co ca mnh da trn nhng iu m mnh mun hon thnh qua vic qung co , cc bc xc nh kinh ph qung co l: Xc nh mc tiu qung co ca doanh nghip Xc nh nhng cng vic phi lm t c mc tiu trn c tnh chi ph hon thnh nhng cng vic y Phng php ny i hi ngi xc nh kinh ph phi tnh ton lm r cc cng vic cn thit, thc hin c mc tiu m Marketing mix t ra cho qung co, tuy nhin d dn n s bi chi trong qung co. Bi v, thng thng ngi ta kh c th hnh dung ra c nhng g, nhng phn vic c th no s gip doanh nghip t c cc mc tiu ra, tng giai on s tn khong bao nhiu tin, ip truyn s l g? V nhng thi im no ph hp truyn thng?. qu l mt cu tr li kh. 3. QUYT NH THNG IP QUNG CO Mt kinh ph qung co s khng c ngha s m bo mt chin dch qung co thnh cng. Hai ngi c th chi cng mt s tin nh nhau cho qung co nhng kt qu c th s rt

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khc nhau. Qung co ch c th thnh cng nu cc chng trnh qung co ginh c s ch v truyn t hon m Mt cch l tng, theo m hnh AIDA mt thng ip phi gy c s ch (Attention), To s quan tm, thch th (Interest), khi dy c c mun (Desire), t c s hnh ng (Action). Trong thc t, t c thng ip no a ngi tiu dng i trn vn t trng thi bit n hnh vi mua, nhng cu trc AIDA a ra c nhng tiu chun ng mong mun. 3.1 Vai tr v nguyn tc thit k thng ip qung co. Thng ip l tp hp cc thng tin (li ni, hnh nh, m thanh, mu sc) m thng ip mun gi n ngi nhn tin. Theo nguyn tc, thng ip ca sn phm cn c quyt nh nh mt b phn ca qu trnh pht trin khi nim sn phm. N biu hin li ch ch yu m nhn hiu em li. V sau mt thi gian thng ip c th phi thay i nhng sn phm c th khng thay i, nht l khi ngi tiu dng ang tm kim nhng li ch khc ca sn phm hay khi h hoc doanh nghip pht hin ra nhng cng dng mi ca sn phm Thng ip qung co ca bn khng ch gip khch hng nhn thy trin vng ca bn m n cn thuyt phc h tr thnh khch hng ca bn. Mt thng ip qung co c thit k cn da trn hai yu t. Th nht: n phi ngn gn v nu bt c im chnh ca thng hiu. Hay n c th tr thnh biu tng m thanh ca bn. V l cu tr li ca bn i vi cu hi bn ang lm g. Th hai: thng ip qung co phi c h tr bi tt c cc ngun lc v c y mnh nh cc phng tin qung co hiu qu. thng ip c hp dn v thuyt phc n cn tun theo cc yu t sau: - Th hin trin vng ca bn vi vn no - Ch ra rng vn rt quan trng, cn gii quyt v khng th tr hon - Nhn mnh l do bn l ngi duy nht c th gii quyt vn - Nhn mnh li ch khch hng s nhn c t gii php ca bn 3.2. Thit k thng ip Vic to ra mt thng ip s i hi phi gii quyt ba vn : ni ci g (ni dung thng ip), la chn v nh gi ni dung thng ip, ni nh th no d hnh dung (hnh thc ca thng ip) 3.2.1. Ni dung thng ip C nhiu phng php khc nhau c p dng gi m cc tng din t mc ch qung co + Phng php quy np thng c tin hnh t cc bui ni chuyn, trao i vi khch hng, nh bun, cc chuyn gia cc i th cnh tranh... cht lc cc tng pht ha nhng nt c bn cho ni dung cn qung co. V d: Chin dch ca Schlitz khi bn ht Schlitz, tc l ch cn bia g ng ung xut pht t vic mt nhn vin ca hng qung co nghe khch hng ni cu y vi ngi bn ru khi c bit l ht bia Schlitz. + Phng php suy din c tin hnh da trn nhng phn tch yu cu mong mun ca khch hng i vi mt sn phm nht nh, t c ni dung thng ip nh khch hng tm kim. 3.2.2. nh gi v la chn ni dung thng ip C th nh gi cc ni dung truyn t da theo ba tiu chun + Tnh tha ng: Ni dung truyn t trc ht phi ni c iu g m khch hng ang mong, ngng i v th v v sn phm + Tnh c o th hin s mi l, ring bit m khng th dng cho cc nhn hiu khc. + Tnh ng tin: ni dung truyn t phi trung thc, to c s tin cy, ng h ca khch hng vi sn phm qung co. C nhiu ngi hoi nghi v tnh trung thc ca qung co Nguyn Kim Nguyn Trang 29



ni chung chnh v vy thng ip phi c nh gi mt cch k lng trc khi a ra cng chng. 3.2.3. Hnh thc thng ip Tc dng ca thng ip khng ch tu thuc vo iu ni ci g (ni dung truyn t) m cn cch ni ra sao na (hnh thc thng ip hay th hin ni dung thng ip) Ngi lm qung co phi th hin thnh cng mt thng ip bng cch no chim c s ch v quan tm ca th trng mc tiu. Khi chun b mt chin dch qung co thng phi chun b mt cng trnh by r mc tiu, ni dung, lun c v vn phong qung co mong mun Nh vy th hin ni dung thng ip, nhng nhn vin sng to phi tm ra phong thi, ging iu, t ng v hnh thc th hin thng ip (kch c, mu sc, hnh minh ha) thu ht s ch cn khai thc: - Tnh l thng v tng phn gia cc mu sc, hnh nh, t ng - Kch c, v tr ca cc thng ip - S sng ng, li cun ca vic din t ni dung Bt k mt thng ip qung co no cng c th trnh by theo nhiu phong cch th hin khc nhau, chng hn nh: - Mu i: Trnh by mt hay nhiu ngi ang s dng sn phm trong mt bi cnh bnh thng. Mt gia nh bn n ang t ra tha mn vi mt loi biscuit mi chng hn. - Li sng: cho thy sn phm thch hp n mc no vi mt li sng. Hng National Daily Board trnh by vic sa gp phn th no cho mt li sng khe mnh, nng ng. - Tr tng tng: To mt s mi l, ly k chung quanh sn phm hay vic s dng n. Mu qung co ban u cho nc hoa Jontue ca hng Revlon l hnh mt c i chn khng, mc o the mng, bc t mt nh kho c, i qua bi c, hng ti mt chng p trai trn mt con nga trng cng i. - Tm trng hay hnh nh: kiu ny xy dng mt tm trng hay hnh nh khi gi quanh sn phm, chng hn nh ci p, tnh yu, hay s thanh thn. Khng ni ra iu g v sn phm c m ch c s gi ngi xem t cm nhn - m nhc: cho mt hay nhiu nhn vt hoc hnh hot ho ht mt bi ht ni v sn phm. Nhiu mu qung co ca Cola dng hnh thc ny. - Biu tng nhn cch: to mt nhn vt lm biu tng cho sn phm.C th l hnh v vui nhn hoc ngi tht. - Chuyn mn k thut: M t trnh chuyn nghip ca doanh nghip hoc kinh nghim trong vic lm ra sn phm. V d: Hng hills Brothers trnh by mt khch hng ang cn thn la chn nhng ht c ph, hng Italian Swiss Colony nhn mnh nhiu nm kinh nghim ca mnh trong ngh lm ru vang. - Bng chng khoa hc: trnh by kt qu kho st hay bng chng khoa hc cho thy sn phm c a chung hay xut sc hn cc sn phm cng loi. Trong nhiu nm Crest trnh by nhng bng chng khoa hc cho khch tin rng kem nh rng ny c kh nng chng su rng tuyt ho. - Bng c chng minh. c t mt ngun ng tin cy hoc d mn xc nhn sn phm. C th l mt nhn vt ni ting hay nhng ngi bnh thng pht biu h a thch sn phm n chng no. Ngi truyn t phi la chn ging iu thch hp cho mu qung co: ging iu khi hi hay khng nh... T ng ng nh, gi phi c tm ra. thu ht s quan tm ca khch hng mc tiu th vic t tt t ng c gii qung co ch trng. C 6 kiu t tt cn bn: Nguyn Kim Nguyn Trang 30



- Tin tc: Gi c tng vt v cn lm pht na... v bn lm g c y ? - Cu hi: Bn c n cha ? - K li: Chng ci khi ti ngi xung bn Piano, nhng khi ti bt u chi! - Ra lnh: ng mua nu cha xi th c ba - K s 1-2-3: 12 cch gim bt thu li tc - Th no-ci g-ti sao: ti sao h khng th ng mua Yu t hnh thc nh kch c, mu sc v hnh nh minh ha s to tc ng cng nh chi ph khc nhau cho mi mu qung co. Ch cn sp xp i cht li cc chi tit trn mt mu qung co l c th thu ht thm s ch my phn. Nhng mu qung co kh ln s c ch nhiu, nhng khng hn chi tin nhiu s thu ht c ch nhiu. Nhng hnh minh ha mu thay v trng en lm tng hiu qu cng nh ch ph qung co. Vn phong ca qung co phi thch hp vi sn phm cn qung co, cng chng mc tiu v phong cch ca doanh nghip. Nu ip truyn c pht qua truyn hnh th nh qung co phi s dng cung cch mi l v tng phn, hnh nh v hng tt bt mt, . Nu ip truyn c pht qua truyn thanh, nh truyn thng phi bit la chn nhng li l, ting v ging Nu chnh bn thn sn phm hay bao b chuyn ti ip truyn th nh truyn thng phi bit chm cht li l, mi v, mu sc, kch c v hnh th sn phm V d mu sc ng mt vai tr truyn thng rt quan trng trong vic a chung thc phm. Khi ngi tiu th so snh 4 tch caf t cnh cc hp ng mu nu, xanh dng, v vng (caf u ging nhau, nhng ngi tiu dng khng c cho bit iu ny), 75% u cm thy rng caf hp nu c v m qu, 85% c kin cho rng caf hp ngon tuyt, gn nh ai cng cm thy rng caf hp xanh dng l va, caf cnh hp vng c xem l long Vy th nu cng ty caf mun truyn thng rng caf ca mnh ngon tuyt th c l nn dng mt hp ng mu trn nhn c ghi li l tn tng hng v tuyt vi ca loi caf . 4. QUYT NH PHNG TIN Cng vic tip theo ca ngi lm qung co l la chn phng tin qung co. Qu trnh ny gm cc bc: quyt nh v phm vi, tn sut v cng tc ng, la chn nhng phng tin truyn thng ch yu; quyt nh lch trnh s dng phng tin truyn thng v phn b phng tin truyn thng theo a l 4.1 Quyt nh v phm vi, tn sut, cng tc ng Vn ca vic la chn phng tin truyn thng l tm kim nhng phng tin truyn thng c hiu qu v chi ph cao nht m bo s ln tip xc mong mun vi cng chng mc tiu. chn phng tin truyn thng, ngi qung co cn bit r mnh mun qung co vi phm vi no, tn sut lp li l bao nhiu v cng tc ng n mc no t c nhng mc tiu qung co. - Phm vi qung co: biu th s ngi hay h gia nh tip xc c vi mc qung co c th trn phng tin truyn thng t nht mt ln trong mt khong thi gian nht nh. Ngi qung co phi nh r chin dch qung co ca mnh s n c vi bao nhiu ngi trong th trng mc tiu trong mt thi hn no . - Tn sut qung co: l s ln m mt ngi hay h gia nh tip xc vi thng ip qung co trong khong thi gia nht nh. Ngi qung co cng phi xc nh r xem mt ngi hay h gia nh trong th trng mc tiu, trong thi hn no , s nhn c qung co my ln - Cng tc ng: l gi tr nh lng ca mt ln tip xc qua mt phng tin truyn thng nht nh. Ngi qung co cng phi quyt nh mc tc ng m qung co phi c c mi khi n c vi khch hng mc tiu. Qung co trn TV thng c tc dng hn trn radio. Nguyn Kim Nguyn Trang 31



Vi mt ngn sch nht nh, ngi lm qung co phi bit kho lo kt hp phm vi, tn sut v cng tc ng vic s dng cc phng tin qung co t hiu qu cao nht. 4.2 La chn phng tin qung co 4.2.1. La chn nhng loi phng tin truyn thng chnh Phng tin u th Hn ch truyn thng Bo ch Linh hot, kp thi, bao qut c th Thi gian tn ti ngn, cht trng, nhiu ngi chp nhn, lng ti hin km, t ngi c tin cy cao Truyn hnh Kt hp hnh nh, m thanh v c Gi cao, nhiu ngi qung co, ng khi dy cm xc, thu ht tnh thuyt phc thp mnh s ch Gi th trc Cng chng c la chn, trc tip, Gi tng i cao, kh to c tip khng c cnh tranh trn cng hnh nh su m phng tin Truyn thanh i chng, a bn v cng chng Sc thu ht km hn truyn chn lc, gi r hnh, tip xc thong qua Tp ch a bn v cng chng chn lc, tin Thi gian t khi t ti khi ng cy v uy tn, cht lng ti hin tt, qung co lu, khng m bo tn ti lu, nhiu ngi c v tr tt Qung co Linh hot, tn sut lp li cao, gi r, Cng chng khng chn lc, hn ngoi tri t cnh tranh ch tnh sng to Ngoi cc c im ca cc loi phng tin truyn thng, ngi la chn phng tin cn lu n mt s yu t quan trng khc na Thi quen s dng phng tin truyn thng ca cng chng mc tiu: TV v radio l phng tin truyn thng d n vi la tui 11-19 nht. c im sn phm v cch trnh by, to hnh, gii thch, mu sc, so snh...V d: Trang phc n trnh by p nht l trn cc tp ch, my nh Polaroid p nht trn TV. Ni dung thng bo: c tnh cht gii thiu hay ch dn v k thut s dng v bo hnh. V d: Mt thng bo v mt chuyn bun bn ln ngy mai tt phi dng radio v nht bo. Mt thng bo qung co hm cha nhiu d kin k thut cn phi c nhng tp ch chuyn mn hoc dng th trc tip. Chi ph: Ty theo kh nng ti chnh ca cng ty quyt nh xem nn la chn phng tin qung co no. TV th t trong khi nht bo th r hn V c nhiu loi phng tin truyn thng c c im cng nh mc nh hng v chi ph khc nhau, nn ngi lp k hoch s dng phng tin c th no v quyt nh phn b ngn sch cho mi phng tin bao nhiu. Cn c lm vic ny l kt qu c tnh quy m v thnh phn cng chng, cng nh chi ph s dng mi loi phng tin truyn thng 4.2.2. La chn nhng phng tin truyn thng chuyn bit: - La chn c s truyn thng m nhn c kh nng t ti tm nh hng, tn s v mc tc ng cao nht trong mc ngn sch nht nh. - Tnh ton mc chi ph cho qung co n c vi 1000 ngi ca c s phng tin truyn thng . - Tnh ton chi ph thit k mu qung co cho mi phng tin truyn thng la chn. - D kin mt s iu chnh: v cht lng khn thnh gi, kh nng ch ca khn thnh gi v cht lng bin tp... gia cc loi phng tin n gi tr truyn t ca chng. 4.3. Quyt nh lch trnh s dng phng tin qung co Nguyn Kim Nguyn Trang 32



Lch trnh qung co c hiu qu ph thuc vo cc mc tiu truyn thng, c im ca sn phm, khch hng mc tiu, knh phn phi v nhng yu t marketing khc. Khi tung mt sn phm mi ra th trng, ngi qung co phi la chn gia cc loi qung co lin tc, qung co tp trung, qung co lt qua v qung co tng t Qung co lin tc l m bo lch trnh qung co u n trong sut thi gian nht nh. Qung co tp trung i hi phi chi ton b kinh ph qung co trong mt thi k, v ch ph hp vi nhng sn phm mua theo thi v Qung co lt qua l kiu qung co ch pht trong mt thi gian no , tip n l ngng qung co, v li tip tc vo thi gian tip theo Qung co tng t l kiu qung co lin tc vi cng thp nhng c cng c bng nhng t c cng cao. 4.4. Nhng phng tin truyn thng mi H thng phng tin thng tin lin lc mi pht trin nhng nm gn y sinh ra nhiu loi phng tin truyn thng in t m vic s dng chng ngy cng d di, doanh thu ln v hiu qu kh cao. - Tip th qua in thoi (Telemarketing): Ngy cng tr thnh cng c qung co trc tip quan trng t hng, gii thch, hng dn, dch v, lin lc vi khch hng xa cng ty. - H truyn hnh cp: H thng cp cho php trnh chiu hp nhm vo cc khc tuyn dn s chn lc (chuyn v th thao, dinh dng, ngh thut...) - Bn Vidio (Vidiotext): L mt h thng lin lc hai chiu ni gia khch hng vi kho d liu c in ton ha, ng lin lc c th bng cp hoc in thoi. Dch v Vidiotext to nn mt catalog vi tnh trnh by sn phm v dch v ca cc nh sn xut, bn l, ngn hng, dch v...trn c s so snh cc nhn hiu v mc gi bn, khch hng s thng qua tivi hoc in thoi ti nh t mua hng. 5. NH GI KT QU QUNG CO Chng trnh qung co c nh gi thng xuyn v mt hiu qu v doanh s da trn nhng phng php ch yu sau: 5.1 Phng php nghin cu hiu qu truyn thng Nghin cu hiu qu ca truyn thng nhm tm cch xc nh mt qung co c truyn t c hay khng. Trn thc t cc nh qun l thng s dng hai loi phng php trc nghim trc v sau qung co. 5.1.1 Trc nghim trc - nh gi trc tip: Mt nhm khch hng hoc mt nhm chuyn vin qung co c cho xem trc mt lot nhng qung co v c yu cu nh gi chng. Cu hi c th l: Theo bn th mu qung co no c tc ng khin bn mua mn hng nht? Cc kt qu nh gi ny c s dng nh gi mc ch , c ht, nhn thc, tc ng v dn n hnh ng ca qung co. Kiu tnh im trc tip ny t tin cy hn nhng bng chng c th v tc ng ca mt mu qung co, nhng n cng gip lc ra c nhng mu d. - Trc nghim cp giy: Nhiu khch hng c cho xem mt cp giy cc mu qung co trong bao lu ty . Sau h c hi c th nh c ti a bao nhiu mu qung co, v l nhng mu no_ c th ngi hi s h tr hoc khng. Kt qu thu c s ch r mu no ni bt v ngn t no d hiu, d nh. - Trc nghim trong phng th nghim: mt s nh nghin cu dng cc trang thit b ghi nhn phn ng tm sinh l ca ngi tiu dng i vi mt mu qung co: nhp tim, huyt p, s dn n ng tTrc nghim ny o lng c kh nng thu ht ca qung co ch khng o c nim tin, thi v d nh ca khch. 5.1.2. Trc nghim sau

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- Trc nghim hi tng: Nh nghin cu yu cu nhng ngi c tip xc vi qung co hy nh li tt c mu qung co v sn phm c truyn thng trong chng trnh va xem. im s hi tng c s dng o lng kh nng thu ht ch v ghi nhn ca mu qung co. - Trc nghim xc nhn: y nhng c gi s nhn c mt t tp ch chng hn v c yu cu ch ra ci g h thy trc . Vi tng mu qung co c ba cp c: C ghi nhn (l t l s c gi ni h thy mu qung co trn mt phng tin no trc y); thy v lin tng (l t l c gi ni c ngay mn sn phm c qung co); c hu ht (l t l c gi ni rng c thc s hoc gn ht nhng li qung co). 5.2 Phng php nghin cu hiu qu doanh s. Nghin cu hiu qu truyn thng cho php ngi qung co nhn ra hiu qu truyn thng ca qung co, nhng cha phn nh c g tc ng ca n i vi doanh s. Hiu qu ca qung co v doanh s thng kh o lng hn hiu qu truyn thng v doanh s chu nh hng ca nhiu yu t ngoi qung co nh chng loi, gi c, cch thc bn, tc ng cnh tranh... Nhng yu t ny cng t v d kim sot th vic o lng hiu qu ca qung co v doanh s cng d dng. Cc nh nghin cu c gng vn dng c nhng phn tch thc nghim v phn tch lch s o lng doanh s ca qung co: - Phng php lch s: l vic i chiu doanh s v ngn sch qung co t qu kh ti hin ti theo k thut thng k tin tin. - Phng php thc nghim: trin khai mc chi ph khc nhau cho cc khu vc th trng v o mc bin ng doanh s thc t trn ...

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Chng 6: CHIN LC KHUYN MI1. KHI NIM Khuyn mi bao gm rt nhiu cng c c ng nhm kch thch th trng p ng mnh hn v nhanh chng hn. Nhng cng c ny l kch thch khch hng (tng hng mu, phiu thng, tr li tin, bn i h gi, phn thng, t chc cuc thi, phiu tng hng, trnh din), kch thch thng mi (tr cp mua, qu min ph, tr cp bn hng, qung co hp tc, thi ua doanh s cc i l) v kch thch nhn vin bn hng (tin thng, thi ua, so snh doanh s) Khuyn mi l nhng kch thch ngn hn khuyn khch ngi ta mua hay bn mt sn phm hoc mt dch v Mt s yu t gp phn cho s pht trin nhanh chng ca khuyn mi, nht l trong th trng tiu th. - Th nht, bn trong, cc nh qun tr phi ng trc nhng p lc rt ln l gia tng doanh s hin ti, v ngy nay, chuyn khch l c ban gim c xem nh mt cng c bun bn hiu qu hn. - Th hai, phn v bn ngoi, cng ty ng trc s cnh tranh gay gt hn v cc nhn hiu c s ngang nhau, tng t nhau. Cc i th cnh tranh ang s dng n cc khch l nhiu hn trc v ngi tiu th tr nn c tnh nh hng theo tho thun nhiu hn trc. - Th ba, cng dng ca qung co yu dn bi ph tn c qu cao, cng vi cc hn buc ca lut php v tnh trng qung co x b, chen chc. Sau cng nh bn l ang i hi nh sn xut nn c s tho thun nhiu hn. 2. NHNG QUYT NH CH YU V KHUYN MI Khi s dng cc cng c khuyn mi, doanh nghip phi xc lp cc mc tiu, la chn cng c, trin khai chng trnh, th nghim truc, tin hnh v kim tra hot ng v nh gi kt qu 2.1. Xc lp cc mc tiu khuyn mi Mc tiu khuyn mi rt a dng. Nhng mc tiu khuyn mi c thit lp t nhng mc tiu truyn thng ch yu, m chng vn c xy dng cn c vo nhng mc tiu marketing ch yu c trin khai cho mi sn phm. Nhng mc tiu ring bit ca khuyn mi s thay i tu theo loi th trng mc tiu chn - Mc tiu c ng ngi tiu dng + tng doanh s ngn hn hay gp phn xy dng th phn v lu di + Li cun ngi tiu th th dng sn phm mi + Thu ht khch hng ca i th cnh tranh + Duy tr, tng thng lng trung thnh ca ngi tiu th - Mc tiu c ng thng mi + Lm cho nh bn l chu by bn sn phm mi v lu kho nhiu hn + Lm cho nh bn l chu qung co sn phm v dnh cho sn phm nhiu ch by trn k hn + Khin cho h chu mua trc - Mc tiu i vi lc lng bn + Mc tiu khin cho nhn vin bn hng ht lng hn i vi sn phm mi hay sn phm hin ti + Khin cho lc lng bn n lc tm kim khch hng mi 2.2. La chn cng c khuyn mi Nhng cng c chnh gm c 2.2.1 Cc cng c c ng ngi tiu dng Nguyn Kim Nguyn Trang 35



Hng mu, qu tng, phiu thng, phn thng cho khch hng thng xuyn hay mua nhiu, gi hng chung, qu tng, phiu i hng, dng th min ph, trng by v trnh din ti ni bn hng a. Hng mu: nhng cng hin cho ngi tiu th s lng dng th mt sn phm. Hng mu gm c: + Hng tng khng + Mt s khc cng ty s tnh gi tng trng ly li ph tn Hng mu c th c phn pht tn nh, gi qua bu in, trao tay mt ca hng, nh km vi sn phm khc. Tng hng mu l cch lm hiu qu nht nhng cng tn km nht gii thiu mt sn phm mi b. Phiu thng: l nhng t chng nhn trao cho ngi mua c c s tit kim khi mua mt sn phm ch nh. V d: mua a ca Legen c tng phiu gim gi 5% vo dp tt Phiu thng c th kch thch cho sc bn mt sn phm thnh thc hay khuyn khch ngi ta sm dng th mt nhn hiu mi Cc phiu thng c th gi trc tip qua bu in, km vo trong cc qung co (mua c gi H Lan c tng phiu gim gi 10%, mua hng ca P&G th c phiu thng) c. Bt gi: Cng ging nh phiu thng vy, ngoi tr chuyn bt gi din ra sau khi mua ch khng ti im bn. Ngi tiu th gi mt bng chng mua n nh sn xut v nh sn xut hon li mt phn gi qua bu in. d. Gi gi: Cng c gi l bn km gim gi, cho php ngi tiu th tit kim so vi gi chnh thc ca sn phm. Gi gim c nh sn xut ghi trc tip ln nhn hoc bao b. Cc gi gi c th l nhng gi n c bn gim gi (chng hn mua 2 tng 1) hay c 2 sn phm lin quan vi nhau c cp chung li vi nhau (chng hn nh kem nh rng v bn chi nh rng). Bn kiu gi gi rt hiu qu - thm ch cn hiu qu hn c phiu tng thng trong vic kch tc sc mua. e. Tng phm: L nhng hng tng khng hay bn gi r nh mt khch l mua mt sn phm. V d nh mua Omo trng ng tin vng cch y vi nm, mua du nht c tng mc cha kho Qu tng c th km bn trong hng hay bn ngoi hng. i khi mt tng phm c tnh thanh khon t ng l mt tng phm c bn gi thp hn bn l bnh thng cho khch hng c nhu cu. V d, cc nh sn xut cng hin cho khch tiu th loi tng phm c mang tn cng ty, nhng khch hng thch bia Tiger c th mua o thun, khinh kh cu, cng hng trm th khc c tn Tiger. f. Qu tng qung co: L nhng vt phm hu dng c in tn ca nh qung co, dnh lm qu tng cho khch hng. Nhng mn thng thy nht l vit, lch, dy sau kho, hp qut, ti, o thun, nn, kp h s, tch ung caf. g. Phn thng khch quen: L s tin mt hay cc khon thng khc c a ra cho mi khch s dng thng xuyn nhng sn phm hay dch v ca cng ty. V d cc hng hng khng th c k hoch khch bay thng xuyn thng im cho s dm i, v s im ny c th i thnh nhng chuyn i min ph. Hay chng trnh khch hng quen thuc ca siu th Bi th h. C ng ti im bn: bao gm cc trng by hay trin lm din ra ngay ti ni bn hng i. Cc cuc thi, rt thm trng thng v tr chi: mang li cho ngi tiu th c hi ginh c th g , hay hng ha, nh vo may mn hay nh vo s n lc. Cuc thi i hi ngi tiu th phi gii trnh mt mc, mt bi ht, li gii on, gi c phn quyt qua mt hi ng c nhim v tuyn chn nhng mc hay nht. Mt cuc thi rt thm trng thng ngi tiu dng phi ng k tn tui c d bc thm Nguyn Kim Nguyn Trang 36



2.2.2 Kch thch thng mi: Cc nh sn xut s dng mt s k thut to dng quan h hp tc ca nhng ngi bn li. H c th ti tr mua hng, l nhng khon tin c tr bt hay chit khu gim gi mi khi ngi bn bun mua hng trong mt thi hn nht nh. Cc doanh nghip c th ti tr c ng. Nh sn xut c th tng hng min ph l nhng l hng tng thm cho ngi bn khi h mua n mt khi lng no . a. Chit khu: iu ny khin cho cc nh bun mua vi s lng ln hay chu by bn sn phm mi b. Ti tr: thng bng cch bt thm gi trn mi l hng nh bn l chu ng lm ni bt sn phm ca mnh bng cch no . Gm c ti tr qung co nhm b p cho nh bn l v qung co cho sn phm. ti tr trng by l thng cho h v h chp nhn s dng nhng trng by c bit . c. Tng hng min ph: l nhng kin hng cho thm khi h chu mua n s lng no 2.2.3. Cc cng c c ng doanh nghip Mi nm cc cng ty chi hng t la c ng gii khch mua cng nghip. Nhng c ng ny c s dng nhm kim c mi lm n, kch thch s mua, tng thng cho khch v ng vin nhn vin bn hng. C ng doanh nghip bao gm nhiu cng c cng y nh khi c ng thng mi hay c ng tiu dng. y, chng ta ch ch trng n 2 cng c doanh nghip chnh cc hi ngh v trin lm thng mi v cc cuc thi bun bn. - Cc hi ngh v trin lm thng mi nhm c ng cho sn phm ca mnh. Nhng cng ty bun bn vi gii cng nghip trng by sn phm ca mnh ti cc bui trin lm thng mi. Ngi bun bn c nhiu li ch, chng hn nh c dp tm c cc mi lm n mi, gp g khch hng mi bn thm cho khch hng hin c. Trin lm thng mi cng gip cc cng ty vn ti nhng khch hng m lc lng bn khng th vn ti c. - Thi ti bun bn l cuc thi dnh cho lc lng bn hay gii bun bn nhm ng vin h gia tng thnh tch bun bn trong mt thi hn n nh no (v d i l ca sn Nippon ti Vit Nam). 2.3 Xy dng chng trnh khuyn mi Ngi lm Marketing phi c thm mt s quyt nh na nh r ton b chng trnh khuyn mi, nh xc nh quy m kch thch, i tng v iu kin tham gia qung co cho vic khuyn mi, thi gian v chi ph cho chng trnh khuyn mi. - Quy m kch thch: phi t mt mc ti thiu no c th trin khai chng trnh thnh cng. Kch thch cng nhiu th kt qu doanh s cng tng nhng vi tc gim dn - iu kin tham gia: Nhng cuc kch thch c th dnh cho mi ngi hoc nhng nhm tuyn chn no . Mt mn qu tng s ch dnh cho nhng ai trnh c ci np hp. Mt cuc nh c s khng dnh cho mt s tiu bang no , hoc khng cho gia nh ca ngi trong cng ty tham gia, hoc khng cho nhng ngi di mt tui no tham d. - Phng tin phn pht cho vic khuyn mi: Hnh thc ph bin chng trnh khuyn mi cng cn c la chn thch hp. Nhng phiu thng tr bt mt khong cc ph nh c th c phn phi ti ca hng, qua bu in, gi trong mn hng hay qua phng tin qung co. Mi hnh thc ph bin chng trnh khuyn mi s i hi nhng khon chi ph khc nhau v tc dng em li cng khc nhau. - Thi hn khuyn mi: nu thi hn qu ngn, nhiu khch hng tng lai s khng kp tham gia. V c th lc h cha cn phi mua sm hay mua li mt hng y. Nu thi hn qu di, th chng trnh s mt dn tnh thc y lm ngay - Thi im khuyn mi: cng s chi phi n hot ng ca cc b phn sn xut, bn hng v phn phi. Mt s chng trnh ngoi k hoch c th cng cn c v i hi s hp tc ln nhau trong thi hn ngn Nguyn Kim Nguyn Trang 37



- Tng kinh ph cho chng trnh khuyn mi c th tnh bng 2 cch. Nhng ngi lm marketing c th chn nhng hot ng y mnh tiu th v nh gi tng chi ph ca n. Cch thng thng hn l trch mt t l phn trm quy nh t tng kinh ph chi cho hot ng khuyn mi. Th nghim trc cc cng c khuyn mi l cn thit xc nh mc ph hp v quy m cn khuyn mi 2.4 T chc thc hin, kim tra v nh gi kt qu khuyn mi cc chng trnh khuyn mi thc thi mt cch hu hiu, cn chun b cc k hoch thc hin v kim tra cho tng bin php. K hoch thc hin phi tnh c thi gian chun b v thi gian bn hng. Cc nh sn xut c th s dng bn phng php nh gi hiu qu khuyn mi. Phng php thng thng nht l so snh doanh s trc, trong v sau khi p dng bin php khuyn mi. Cn nhn mnh rng cc bin php khuyn mi ch lm thay i tm thi dng nhu cu ch khng thay i tng nhu cu. Khuyn mi c th trang tri c ht cc chi ph ca n, nhng phn nhiu l khng Nghin cu d liu v khch hng s cho thy nhng loi khch hng no p ng vi chng trnh khuyn mi v h lm g sau khi kt thc chng trnh . Nu cn nhiu thng tin hn, th nhng cuc kho st khch hng c th c tin hnh bit c bao nhiu ngi nh ti chng trnh, h ngh g v n, bao nhiu ngi c li t chng trnh khuyn mi, v n c tc ng g n quyt nh chn mua hng ca h sau ny khng. Cc chng trnh khuyn mi cng c th c nh gi qua nhng th nghim vi s thay i v mc kch thch, thi gian tin hnh v cch ph bin chng trnh.

Nguyn Kim Nguyn

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Chng 7: CHIN LC QUAN H CNG CHNG1. NHNG VN C BN CA QUAN H CNG CHNG

Cm tnh ca cng chng l tt c. C c cm tnh ny chng ta khng th no tht bi; khng c cm tnh ny chng ta khng th no thnh cng. Abraham Lincoln1.1. Cc khi nim 1.1.1 Cng chng Mi doanh nghip u hot ng trong mt mi trng marketing b vy bc hay chu tc ng ca hng lot cc t chc cng chng. Cc gii cng chng s ng h hoc chng li cc quyt nh marketing ca doanh nghip, do c th gy thun li hay kh khn cho doanh nghip. thnh cng do

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