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Phn I: L thuyttheo t ghi li c th cc cu hi ca c gio trong 2 bui hc cui nh sau:1. M hnh 3 cp sp ti ngn hng (lin h)2. Dng vng i sp phn bit cc sp ca ngn hng mnh ang giai on no3. Chnh sch pht trin sp mi ti NH mnh4. Gii thch cch t nhn hiu ti NH mnh5. So snh li sut v ph ca NH mnh so vi cc NH khc6. NH mnh ang p dng chnh sch gi no, ti sao7. Thit k 1 chng trnh : qung co/ ti tr/ khuyn mi/ tuyn truyn, yu cu: t tn, i tng, mc tiu, ni dung, thi gian, chi ph...

tnh hnh l c nhng cu hi lin h rt kh, ko bt phn tch th no, c nh cng n tt nh.

Cu 1: Khi qut nhng ni dung c bn ca Marketing Ngn hng? Minh ha mi lin h gianhng ni dung trn thng qua mt v d c th?

Lch s hnh thnh Marketing khng nh: Marketing l sn phm ca nn kinh t th trng.Marketing tr thnh hot ng khng th thiu trong cc doanh nghip ni chung v trong cc NHTM niring. Marketing ngn hng thuc nhm Marketing kinh doanh, l lnh vc c bit ca ngnh dch v. C thhiu: Marketing ngn hng l mt h thng t chc qun l ca mt ngn hng t c mc tiu t ra ltha mn tt nht nhu cu v vn, v cc dch v khc ca ngn hng i vi nhm khch hng la chn bngcc chnh sch, cc bin php hng ti mc tiu cui cng l ti a ha li nhun.

Cc ni dung c bn ca Marketing NH:Do c im ca sm phm NH nh vy nn Marketing ngn hng c nhng c im sau:

- L loi hnh marketing dch v ti chnh : sn phm dch v ca NH nh hng kh ln n kthut Mar. l sn phm c tnh v hnh, khng th tch ri, khng th d tr, khng ng nht.Nhng cim ny nh hng khng nh n vic qun l dch v , c bit l t chc hot ng Mar ca nhag.

+ Tnh v hnh: lm cho KH khng nhn thy cng nh khng cm nm c, gy kh khn cho KHtrong vic nh gi cht lng sn phm dch v trc ,trong v sau khi mua.Mun c s hiu bit chc chn vloi sn phm m mnh s s dng, KH buc phi tm kim cc du hiu chng t cht lng sn phm. lcc a im giao dch, mc trang b k thut cng ngh, trnh cn b qun l v nhn vin, cc mi quanh c nhn v uy tn, hnh nh ca NH.

Mar s gip NH lm tng tnh hu hnh ca sn phm dch v thng qua vc ua ra hnh nh, biu tngkhi qung co, li ch m KH t c phi c sn trong ni dung qung co. ng thi cung cp y thngtin cn thit cho KH v hiu qu hot ng , trnh k thut cng ngh, i ng nvien, to bu khng kh lmvic tt vi kin lm vic thun tin tng tinh thn lm vic cho nvieen trong phc v KH

+ Tnh khng tch ri: th hin trong qu trnh cung ng dch v sn phm. UQas trnh cung ng nydin ra ng thi vi qu trnh tiu th. iu ny lm cho sp dch v NH khng c kh nng lu tr. iu nyi hi NH phi c h thng, phng php phc v nhanh vi nhiu quy, a im giao dch,gii quyt kpthi , y nhu cu ca KH, hon thin vi nhu cu i hi ngy cng cao ca KH

Mar NH v hot ng cung ng sn phm ca H cn lien quan cht ch vi nhau thng qua c im

trch nhim lin i v dng thng tin hai chiu giu KH v NH.Trch nhim lin i: trch nh ko thnh vn bn ca NH trong qun l tin ca KH v ni dung t vn

cho KH nhng c NH & KH phi c trch nh trong vic thc hin cc gdich.

Dng thng tin 2 chiu i hi KH v NH phi cung cp nhng thng tin cn thit, y , chnh xc.

-L loi hnh marketing hng ni: Mar hng ni l nhng bin php nhm nng cao hiu qu hotng ca tp th nhn vin ngn hng theo nh hng phc v KH ngy cng tt hn.

Nhn vin NH chnh l yu t quan trng trong qu trnh cung ng, chuyn giao sn phm dch v NH.H ng vai tr quyt nh c v s lng, cht lng sp, quan h giua NH vs Kh. H to nn s khc bit ,tnggi tr thc t ca sn phm dch v cung wungs, kh nng thu ht KH v v th cnh tranh ca NH. Mar hng

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ni ch r cc nh kinh doanh NH phi tp trung vo vic o to v pht trin ngun nhn lc s dng chiu qu ngun nhn lc hin c ca mnh .Ch NH phi nm c nhu cu mong mun ca nhn vin v phito y dkien thun li h thc hin tt cng vic ca h. Tp trung o to nng cao trnh ton dincho nhn vin NH , c bit ph cp kin thc Mar cho ton cn b nhn vin coi y l kin thc kinh doanhti thiu,thc hin tiu chun ha cn b theo hng a nng. C ch chnh sch v tin lng, thng, ch i ng khuyn khch nhn vin tch cc lm vic,sp xp b tr hp l i ng nhn vin( c bit l nhnvin phc v KH), xy dng vn ha khin doanh ring ca NH

-Thuc loi hnh marketing quan h: Marketing quan h i hi b phn Mar phi xy dng nhngmi quan h lu bn, tin tng ln nhau v cng c li cho c KH v NH. Trong hot ng NH c kh nhiumi quan h an xen phc tp, do b phn Mar cn phi hiu c mi quan h gia NH vi KH v s tcng qua li gia chng c bin php khai thc, kt hp hi ha nhm nng cao cht lng hot ng ca cNH v KH. Bn cnh b phn Mar phi hng n hon thin quan h trao i gia NH vs KH , duy tr KHhin ti , thu ht Kh tng lai. iu ny lien quan cht ch ti nh hng hot ng v quyt nh vic cungng sn phm dch v trong tng lai. Thm na, cht lng dch v ca NH cn ph thuc nhiu vo mi quanh gia cc cc bn tham gia. Cn tin hnh phn loi k cc mi quan h, theo mc quan trng khc nhau,giao nhng mi quan h quan trng cho cn b nng lc ph trch, c k hoch pht trin cc mi quan h midi hn cng vi nhng mc tiu chin lc. Qua gim bt thi gian cho vic thc hin cc nghip v kinhdoanh NH chuyn t giao dich sang thng lng, m bo hot ng NH c xy dng trn cc mi quan hkinh doanh tt, pht trin bn vng

Cu 2: Hy phn tch nhng c im c bn ca lnh vc kinh doanh ngn hng t thyc cc c im lin quan ca marketing ngn hng?

Nhng nt c th trong hot ng kinh doanh ngn hng:

1.1.c im v sn phm

Ngn hng l mt t chc kinh doanh tin t, mt loi hng ho c bit. Sn phm ca ngn hngchnh l nhng dch v lin quan n tin t m ngn hang cung cp cho khch hng nhm p ng nhu cu cah. Do vy, sn phm ca ngn hng mang y tnh cht ca sn phm dch v v c nhng c im chnhsau:

- Sn phm mang hnh thi phi vt cht- Qu trnh sn xut v tiu dng dch v din ra ng thi

- Sn phm ca ngn hng kh c phn bit, nhn bit ngay v li ch, cng dng ca chng.

- Mc ng nht ca sn phm l cao

- Sn phm ca ngn hng ngy cng c a dng ho, hng loi cc dch v mi mi ra i.

1.2.c im v khch hng .

Khch hng ca ngn hng rt a dng v phong ph, n bao gm cc tng lp dn c, cc t chckinh t, chnh tr v c bit cc ngn hng cng tr thnh khch hng ca nhau... Ngy nay cc ngn hng angtin hnh a dng ho dch v ca mnh nn s lng khch hng ca ngn hng ngy cng tng ln mt cchnhanh chng. Tuy nhin khch hng ca ngn hng l mt tng th kh phc tp v cha nhiu tiu thc phnon khc nhau. Bn cnh nhu cu ca khch hng v cc dch v ngn hng l khng ng nht v c nhiubin ng.

1.3.c im v cnh tranh

Cng vi xu hng chung ca nn kinh t, kinh doanh ngn hng ang din ra trong mt mi trnght sc gay gt, vi cng cnh tranh cao v cha ng khng t ri ro. Ngy nay, xu hng cnh tranh cacc ngn hng th hin di ba hnh thc:

- Cnh tranh v cc hot ng Marketing

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- Cnh tranh v t ng

- Cnh tranh theo quy m (dng sp nhp, hp nht, lin kt vi nhau nhm tng sc cnh tranh )

Cc c im lin quan Marketing Ngn hng:

- Tnh tun th cao. Xut pht t c im ca hot ng NH l mt ngnh chu s kim sot cht chca php lut v y l mt ngnh kinh doanh ch yu da trn tin t do vy marketing cng cn phi tun ththeo cc quy nh mt cch cht ch, vic qung co gii thiu v cc sp dch v mi phi st vi thc t.

- Marketing NH l marketing ca cc dch v ti chnh trong khi cc dch v ny c c im tnh v

hnh, tnh khng phn chia, tnh khng lu tr v xc nh cht lng. Chnh nhng c im ny s nh hngrt ln n cch thc s dng k thut marketing lm sao phi tng c tnh hu hnh ca sn phm cung ngthng qua vic a ra cc biu tng, hnh nh khi qung co, ni dung qung co khng ch m t c dchv cung ng m cn phi to cho khch hng c bit ch n nhng li ch m sp dch v NH em li.

-Tnh v hnh ca sp dch v NH: lm cho khch hng khng th nhn thy, khng th nm gi cdo vy quyt nh c s dng sp dch v NH ca khch hng hay khng ph thuc ch yu vo trnh nhnvin, a im giao dch, mi quan h v uy tn ca NH. Chnh v vy i hi marketing NH phi cung cp cy d nhng thng tin cn tit cho khch hng v hiu qu hot ng ca NH, trnh cng ngh v i ngnhn vin ca NH.

- Do c im ca marketing NH l tnh hp dn khch hng hn ch do vy khi p dng marketingvo hot ng NH phi lm sao c th thu ht c s quan tm ca khch hng v cc sp dch v m NH cungcp, phi to ra c tnh khc bit so vi cc sp dch v ca i th cnh tranh l iu rt kh.

- Do c im ca marketing NH l chu nh hng ca tnh chuyn mn ha v lch s hot ot caNH v vy n s lm gim i tnh a dng ca marketing.

Cu 3: Nu by yu t trong Marketing Mix ca ngn hng. Theo bn, cc yu t con ngi, quytrnh, bng chng vt cht c xem xt nh th no?

7Ps:

Product - sn phm dch v

Price - gi cPromotion - khuch trng

Place - phn phi

People - Con ngi

Process - Quy trnh

Physical Evidence - bng chng vt cht

a. Sn phm (Product)

Phn trng tm ca l thuyt marketing hn hp chnh l sn phm (dch v), n l bt k th g c th

mang ra th trng thu ht s ch ca khch hng, khch hng mua, v s dng hoc gi nh rng th c th lm tha mn mt nhu cu no . Sn phm l nhng hng ha v dch v vi nhng thuc tnh nhtnh, vi nhng ch dng c th nhm tha mn nhng nhu cu i hi ca khch hng. Sn phm c gi tr sdng v gi tr, n c th l hu hnh hoc v hnh.

Khi trin khai sn phm, cc nh marketing trc ht phi xc nh nhng nhu cu ct li ca khchhng m sn phm s tho mn. Sau phi thit k c nhng sn phm c th v tm cch gia tng chng to ra mt phc hp nhng li ch tho mn nhu cu, c mun ca khch hng mt cch tt nht.

b. Phn phi (Place)

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Vic phn phi cp n a im bn hng v a sn phm hay dch v n vi khch hng. Viccung cp sn phm n ni v vo thi im m khch hng yu cu l mt trong nhng kha cnh quan trngnht ca bt k k hoch marketing no.

c. Gi (Price)

Gi bn l chi ph khch hng phi b ra i ly sn phm hay dch v ca nh cung cp.

Xy dng v qun l chin lc gi ng n l iu kin quan trng m bo doanh nghip c thxm nhp v chim lnh c th trng v hot ng kinh doanh c hiu qu cao.

Vic nh gi trong mt mi trng cnh tranh khng nhng v cng quan trng m cn mang tnhthch thc. Nu t gi qu thp, nh cung cp s phi tng s lng bn trn n v sn phm theo chi ph c li nhun. Nu t gi qu cao, khch hng s dn chuyn sang i th cnh tranh.

d. Khuch trng

Khuch trng l tt c cc hot ng nhm m bo rng khch hng nhn bit v sn phm hay dchv ca bn, c n tng tt v chng v thc hin giao dch mua bn tht s. Nhng hot ng ny bao gmqung co, catalog, quan h cng chng v bn l, c th l qung co trn truyn hnh, i pht thanh, bo ch,cc bng thng bo, a sn phm vo phim nh, ti tr cho cc chng trnh truyn hnh v cc knh phtthanh c ng o cng chng theo di, ti tr cho cc chng trnh dnh cho khch hng thn thit, bnhng qua in thoi, bn hng qua th trc tip, gii thiu sn phm tn nh, gi catalog cho khch hng, quanh cng chng v.v.

Cng vi nghin cu th trng, vic xc tin sn phm v khuch trng chnh l mt xch truynthng quan trng gia ngn hng v khch hng c nhm n.

e. Con ngi (people)

Chnh sch chung v pht trin nhn lc, nhn s ngn hng ni chung, nhn lc Marketing ni ring.

Chng chy mu cht xm.

Ch tin lng ph hp vi trnh v cng sc lao ng, c chnh sch i ng nhn ti.

Chuyn mn ha trong sn xut mi ngi c th tp chung lm tt cng vic c giao.

Tip tc y mnh cng tc o to bi dng ngun nhn lc v y l yu t then cht lin quann s tn vong ca ngn hng.

ng vin thc y nng cao nhn thc ca cn b cng nhn vin c thc xy dng v pht trinvn ha ngn hng hng ti nhng mc tiu c ngha.

Cung cp cc trang thit b b tr nhn vin c th lm vic mt cch tt nht.

Kp thi ng vin khen thng nhng c nhn c nng lc v nhit tnh trong cng vic.

C cu li t chc mt cch hp l, pht trin mi trng lm vic sch s vn minh, lch s, tin liv thoi mi gip nhn vin c hng th khi lm vic t s em li hiu qu cng vic cao hn gp phnnng cao cht lng dch v.

f. Quy trnh (process)

Tin trnh thc hin, ci tin quy trnh sn phm quy trnh thc hin nhim v...

- Tin hnh i mi cc quy trnh dch v, quy trnh xy dng sn phm mi, quy trnh bn hng,CSKH . . . chun mc theo hng chin lc Marketing.

- tin hnh ci t b my t chc, hnh chnh, kinh doanh ca ngn hng theo cc m hnh hin i tintin trn th gii m bo b my vn hnh mt cch hiu qu trn tru, tnh chuyn mn ha cao p ngc nhng yu cu pht trin kinh doanh dch v ngy cng phc tp v s.

g.Physical Evidence - bng chng vt cht

C s h tng, vt cht k thut, cc yu t h tr cho chin lc Marketing.

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Vai tr

- L tin thc hin cc chnh sch khc

- L yu t quan trng trong pht trin cc chin lc Marketing

Cu 4: Thng qua c im marketing ngn hng, hy bnh lun nhng hn ch/thch thc khing dng marketing vo hot ng ngn hng. Lin h thc tin i vi h thng NHTMVN.

* Hn ch khi ng dng marketing vo hot ng NH

- Tnh tun th cao. Xut pht t c im ca hot ng NH l mt ngnh chu s kim sot cht chca php lut v y l mt ngnh kinh doanh ch yu da trn tin t do vy marketing cng cn phi tun ththeo cc quy nh mt cch cht ch, vic qung co gii thiu v cc sp dch v mi phi st vi thc t. Chnhiu ny di hi marketing NH phi quan tm n c nhng vn bn php lut lin quan nh b lut dn s, lutNHTW, lut cng ty, cc vn bn ca chnh ph.

- Marketing NH l marketing ca cc dch v ti chnh trong khi cc dch v ny c c im tnh vhnh, tnh khng phn chia, tnh khng lu tr v xc nh cht lng. Chnh nhng c im ny s nh hngrt ln n cch thc s dng k thut marketing lm sao phi tng c tnh hu hnh ca sn phm cung ngthng qua vic a ra cc biu tng, hnh nh khi qung co, ni dung qung co khng ch m t c dchv cung ng m cn phi to cho khch hng c bit ch n nhng li ch m sp dch v NH em li.

-Chinhs tnh v hnh ca sp dch v NH lm cho khch hng khng th nhn thy, khng th nm gic do vy quyt nh c s dng sp dch v NH ca khch hng hay khng ph thuc ch yu vo trnh nhn vin, a im giao dch, mi quan h v uy tn ca NH. Chnh v vy i hi marketing NH phi cung cpc y d nhng thng tin cn tit cho khch hng v hiu qu hot ng ca NH, trnh cng ngh v ing nhn vin ca NH.

- Do c im ca marketing NH l tnh hp dn khch hng hn ch do vy khi p dng marketingvo hot ng NH phi lm sao c th thu ht c s quan tm ca khch hng v cc sp dch v m NH cungcp, phi to ra c tnh khc bit so vi cc sp dch v ca i th cnh tranh l iu rt kh.

- Do c im ca marketing NH l chu nh hng ca tnh chuyn mn ha v lch s hot ot caNH v vy n s lm gim i tnh a dng ca marketing.

* Thch thc khi ng dng marketing vo hot ng NH

- Xu th ton cu ha: Xu ng ton cu ha vi pht trin ca thng mi quc t v s di chuyn tdo hn ca cc dng vn quc t lm cho hot ng kinh doanh ca NH cng c nhng thay i mnh m. Ccnghip v NH quc t pht trin v tr thnh mt trong nhng ot ng kinh doanh chnh khng ch i vi NHtrong nc v c cc NH trn th gii. Do vy b phn marketing phi nm bt kp thi s bin ng trn ch ng a ra nhng phng thc hot ng mi v cch thc iu khin cc k thut marketing cho ph hpvi s bin ng ca mi trng kinh doanh.

- Bi cnh marketing mi.Ngy nay vi s pht trin ca khoa hc cng ngh tc ng mnh m titon b nn kt-xh ni chung v hot ng kinh doanh NH ni ring. Vic nghin cu mi trng k thut cngngh c nh hng n kh nng sng to nhng sn phm dch v mi v k thut lin lc gia khch hng vNH. Do vy marketing NH phi hiu r c nhng k thut cng ngh ang c p dng ca cc NH trongv ngoi nc v c xu th thay i ca n trong tng lai nhm a ra cc quyt nh ph hp

- Nn kinh t thay i. Chin lc marketing ca mt NH ph thuc rt nhiu vo tnh hnh ca nnkinh t trong nc, khu vc v ton cu: pht trin, suy thoi hay khng hong. Khi nn kinh t ri v trng thisuy thoi s lm cho thu nhp gim st, lm pht v tht nghip tng, hot ng ca DN suy gim dn ti nhucu i vi cc sp ti chnh cung suy gim do lm tht bi chin lc marketing ca NH v ngc li khi nkinh t tng trng th marketing NH cng pht trin theo.

- Quan tm v o c. Hnh vi ca khch hng v ca i th cnh tranh ca NH b chi phi rt nhiubi cc yu t vn ha. Nhng hnh ng tri vi van ha , o c thng kh c chp nhn. Do vy nhng

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yu t ny cng nh hng ti nhu cu v cc sp dch v NH. Chnh v vy i i marketing NH phi nghincu cc yu t vn a, o c mt cch c th c th a ra c cc chng trnh, chnh sch, quy nh,th tc trong nghip v ph hp vi c im vn ha o c ca tng vng, tng khu vc.

- S pht trin ca marketing phi li nhun. c th thu ht c nhiu khch hng s dng cc dchv ca NH trong khi s cnh tranh ngy cng gay gt i hi b phn marketing ca NH phi kt hp t chcthc hin marketing phi li nhun nh ti tr cho Cc hot ng x hi t thin, ti tr cho hi ngh kinh tiu ny c th thy Cc hot ng ti tr cng ng ca Vietinbank.

- Cc hot ng ti tr kinh t: Ti tr cho hi ngh cc tng gim c APEC nm 2006

- Cc hot ng t thin nhn k nim 60 nm ngy Thng Binh-Lit S+ VCB Qung Nam Nhn k nim 60 nm ngy Thng Binh-Lit S, ngy 24/7/2007 VCB

Vnh Phc t chc thm hi v tng qu cho mt s gia nh TBLS trn a bn TP Vnh Yn Vnh Phc,mi sut qu tr gi 250.000

+ VCB Vnh Phc VCB Qung Nam phi hp cng UBND x Tam Thng tng Qung Nam xydng cn nh tnh ngha cho m VN anh hng Ng Th Tn(M Tn c con v chng hy sinh trong cuckhng chin chng M).

+ VCB Qung Bnh Nhn k nim 60 nm ngy TBLS, cng on CN NHNT Qung Bnh t

chc cho CBNV ving thm Ngha trang lit s Trng Sn.

Cu 5: Khi qut cc bc trong quy trnh phn on th trng, xc nh th trng mc tiuv nh v sn phm? phn on th trng mt cch hiu qu cn tha mn nhng tiu ch nh gino?

Phn on th trng c coi l hiu qu khi n p ng c cc yu cu sau

- Th nht, c th tip cn c. C th tip cn c y c hiu l vic Nh c th tip cn cvi on th trng hay khng. y c coi l yu cu u tin ca phn on th trng. Bi mt NHkhng c kh nng tip cn mt on th trng no th vic phn on s tr nn v ngha. Nh chng ta

bit hin nay cc vng nng thn, min ni ngi dn ch yu s dng cc sn phm ca ngn hng nngngip pht trin nng thn chnh v vy th phn ca NH ny ti cc vng nng thn l chim tuyt i.. Do vyvic NH techcombank mun m mt chi nhnh ca mnh ti vng nng thn v tin hnh phn on th trngti s l khng kh quan v s khng c kt qu bi h khng hoc t c kh nng tip cn c vi onth trng .

- Th hai, phi ph hp vi kh nng ca NH. Yu cu ny i hi on th trng m NH ang theoui phi nm trong kh nng v ph hp vi mc tiu ca NH. Kh nng ca NH y c th l kh nng vti chnh, kh nng v qun l, nhn lc, cng ngh

- Th ba, NH phi ln. Mt NH khi tin hnh phn on th trng i hi NH phi b ranhng chi ph cn thit nh chi ph nghin cu, tm hiu v i tng khch hng, chi ph cn thit tm hiuv i th cnh tranh ang tham gia vo on th trng Mt NH ch c th kinh doanh thnh cng trnmt on th trng nu h c kk nng trin khai cc n lc marketing ni tri hn cc i th cnhtranh.Chnh nhng iu ny i hi NH phi ln c v ti chnh, trnh nhn lc, cng ngh m NH angp dng

- Th t, c th o c v quy m v s tng trng. Mt on th trng c coi l hiu qu khi nphi ln b p li nhng n lc ca marketing khng ch trong hin ti m c trong tng lai. oc quy m v s tng trng ca on th trng i hi b phn marketing NH phi thu thp v phn tchcc ch tiu nh doanh s cho vay, quy m huy ng vn v s thay i ca chng, li sut v xu hng thayi li sut trong tng lai, cc nhn t tc ng ti cung cu tin

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Cu 6: Khi qut cc giai on trong vng i ca mt sn phm (dch v)? Trong cc giai onca vng i dch v ngn hng, theo bn giai on no cn nhiu ngn sch cho qung co sn phm nht? Ti sao?

Cc giai on trong trong chu k sng ca sn phm

a. Giai on thm nhp th trng y l giai on bt u a sn phm dch v vo th trng

+ Khch hng; cha hiu bit nhiu v sn phm dch v, s lng khch hng s dng t

+ NH: Tc bn chm do vy doanh thu thp, chi ph NH br ra trong giai on ny cao nn li nhun

thu c thp. Tuy nhin trong giai on nay NH c li th trong cnh tranh v thu ht v pht trin khch hngmi

+ Phn ng ca NH tm mi cch chim lnh th trng,cc nh marketing NH s phi la chn thtrng th nghim sn phm dch v, a ra cc chng trnh qun co, khuyn mi

b. Giai on tng trng pht trin y l giai on pht trin ca sp dch v

+ Khch hng; quen s dng sn phm dch v, s lng khch hng tng, nhu cu v sn phm dchv tng nhanh.

+ NH. M rng ra nhm khch hng tim nng, tc tiu th nhanh, li nhun tng nhanh v c tht cc i.

+ Phn ng ca ngn hng cn phi quan tm n nhm khch hng mi, khch hng tim nng, cnphi duy tr v pht trin mi quan h vi h. Trong giai on ny s xut hin i th cnh tranh do vy NHphi tm mi cch to v th cho sn phm dch v ca mnh v hon thin thm sn phm dch v

c. Giai on chn mui- bo ha y l giai on khch hng khng cn a thch s dng cc sn phmdch v ca NH.

+ Khch hng; s lng khch hng s dng dch v gim

+ NH: Doanh thu ca NH v sn phm dch v vhuwngx li c xu hng gim, li nhun NH khngn nh v bt u gim.

+ Phn ng ca NH: B phn marketing NH tp trung vo vic duy tr v th ca sp trn th trng vc gng lm gim tc suy gim bng cch gim li hay ci tin sn phm dch v, y mnh cc hotng khuyn mi.

d. Giai on suy thoi

+ Khch hng: nhu cu ca khch hng v sp gim mnh, khaachs hng khng cn a chung sp nado n khng p ng c nhng nhu cu mi ca khch hng.

+ NH; S khch hng gim nn doanh thu gim v li nhun cng gim theo

+ Phn ng ca NH: B phn marketing NH phi cn nhc xem c nn duy tr sp dch v trn thtrng na hay khng trn c s tnh ton cc li ch v chi ph cng nh trin vng c th duy tr sp ng thi NH cng phi chun b a ra nhng sp dch v mi u vit hn nhm gi vng c th trng hinti v th trng mi.

Trong cc giai on ca vng i dch v ngn hng, giai on gii thiu dch v cn nhiu ngnsch qung co sn phm nht.

L do: C n 18% sn phm mi bc vo giai on thng mi b tht bi => y l ri ro v tntht ln nht cho NH c v tin bc ln thanh danh v hnh nh. L giai on khi u nn p lc v thch thcrt ln cho vic xy dng thc v sn phm n ngi tiu dng v c nhiu ngi dng th sn phm nhmmc ch to ra s pht trin mnh m. Khc vi sn phm ca cc t chc thng nghip sn phm ca ngnhng khng c hnh thi vt cht, do khng r rng i vi ngi tiu dng. V vy, vic qung co r rngchnh xc v cc dch v, v li ch m khch hng s nhn c t s dng cc dch v s c ngha cbit. Do giai on ny i hi phi c s chun b, u t ln cho chin dch qung co sn phm mt cchhiu qu nht.

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Cu 7: Trnh by cc loi gi c v vai tr gi c trong hot ng marketing ngn hng. Lin hthc tin i vi cc NHTM VN.

Cu 8: Nu cc loi knh phn phi ca NHTM? Trnh by u nhc im v xu hng phttrin ca tng loi knh phn phi ny trong h thng cc NHTM Vit Nam?

Knh phn phi l 1 tp hp cc yu t tham gia trc tip vo qu trnh a sn phm dch v ca ngn

hang n khch hang. N bao gm cc t chc, c nhn v cc phng tin thc hin cc hot ng a snphm dch v ngn hang n khch hng, hon thnh vic trao i gia khch hang v ngn hang trn th trng.

Trong chin lc Marketing ca Ngn hng, xc nh knh phn phi hp l l v cng quan trng vphc tp v n lin quan n nhiu hot ng trong Marketing v nh hng ln n hot ng cng nh ktqu hot ng ca Mar ngn hang.

Knh phn phi l cng c trc tip a sn phm dch v ca ngn hang n khch hang. Do i hithc tin t nhng nhc im ca loi hnh phn phi ban u nn xut hin them 1 s loi knh phn phi hon thin them h thng knh phn phi ca Ngn hang

Chng ta c th chia cc knh phn phi thnh knh ni b v knh bn ngoi theo tiu thc phm vihp tc.

a) Knh ni b : Trong knh ni b c knh truyn thng v knh cng ngh

+ Knh truyn thng :-Knh phn phi truyn thng ra i cng vi s ra i ca ngn hng. c imch yu ca loi knh ny l hot ng da vo ngun lao ng trc tip ca i ng cn b cng nhn vinngn hng. Bao gm knh chi nhnh v knh khch hng.

H thng chi nhnh c nhng u, nhc im chnh sau :

+ u im :

H thng knh phn phi kiu chi nhnh c tnh n nh tng i cao

Hot ng ca h thng chi nhnh tng i an ton, d dng to c hnh nh ca ngn hng vikhch hng

Chi nhnh thng d dng trong vic thu ht khch hng tha mn c nhng nhu cu c th ca khchhng

+ Nhc im :

Hot ng ca ngn hng th ng v lun lun phi ku gi khch hng n giao dch ti ngn hng

Chi ph u t xy dng vn phng, tr s giao dch ln v i hi phi c khun vin rng, thun tintrong giao dch

Vn hng knh phn phi ny ch yu bng sc l ca con ngi nn i hi phi c lc lng nhnvin nghip v ng o v i ng cn b qun l tt

Knh truyn thng phn phi b hn ch v khng gian v thi gian trong giao dch gia Nh vKhchhng :

a sp dvu n khch hng ngoi knh phn phi l chi nhnh, Nh cn s dng cc i l trunggian. Phn phi sp dvu thng qua i l trung gian thng p dng i vi nhng ngn hng ko c chi nhnhhoc cha k thnh lp hoc m thm chi nhnh hiu qu s ko cao. Do , ngn hng thng thng qua1 NH c tr s ti a im kinh doanh lm i l v 1 nghip v no v ngn hng i l c hng hoa hngnh i l thanh ton, i l chuyn tin, sc du lch

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+ Knh cng ngh: da trn c s tin b khoa hc k thut, c bit l ng dng cc thnh tu cacng ngh thng tin trong phn phi ca ngn hng. S dng knh cng ngh thng tin trong phn phi NH c2 loi :

- S dng cng ngh b sung cho 1 chi nhnh. V d nh vn dng cc my phc v cho giaodch vi khch hang nh my m tin , my ct sc, my xp hang in t

- Cng ngh to ra nhng phng thc phn phi mi thay th hoc thay th hoc hon thin hthng phn phi truyn thng nh my rt tin ( ATM), chuyn tin in t ti ni giao dch (EFTPOS) , ngnhang phc v ti nh ( Home-banking) , ngn hang in thoi ( Phone-banking), ngn hang qua mng ( Internet-

banking)

Vic p dng cng ngh mi h tr cho hot ng ca mng li chi nhnh. V vy, khi lnghot ng kinh doanh ngn hang tng ln ng k. c bit trong th k 20 , cng ngh ngn hang pht trin vtr thnh knh phn phi hin i.

Knh phn phi ny mang c im l hon ton do my mc thc hin, di s iu khin ca ccthit b in t, c ngha l vic ng dng sn phm dch v cho khch hang do ngi my m nhn, khchhang giao dch vi ngn hang thong qua h thng my khng tip xc trc tip vi nhn vin ngn hng

- u im: t c nhng u th to ln v chi ph giao dch v chi ph nghip v NH : gim chi phin n cc loi giy t, phc v thanh ton, m rng c s cho hot ng ngn hng, p ng nhu cu thun tinv a dng cho khch hng, tng doanh s, to u th cnh tranh, tng hnh nh ca ngn hng, gim lng tinmt c s dng.

- Nhc im: tng chi ph lp t, vn hnh, e do s an ton, li k thut h thng, mi quan h trctip gia khch hng v ngn hng b hn ch.

b) Knh bn ngoi gm c :

- Knh i tc c lp: l la chn ngn hng khc, cng ty bn l, cng ty bo him nhn th haycng ty a c.. lm i tc trong vic pht hnh cng nh pht trin dch v. 2 bn lm i tc c lp scng pht trin dch v ca c 2 da trn c s h thng c sn ca mnh, tc l s dng chung h thng my

mc, cng ngh, qun l.+ u im: to iu kin thun li hn cho khch hng, to c hi m rng th phn, thu ht khch

hng mi, gim bt chi ph cho vic lp t cc h thng my mc

+ Nhc im: kh khn trong qun l, phi chia s th phn vi cc ngn hng khc.

- Knh u thc: u thc cho cc ngn hng khc, hip hi, t chc chnh tr x hi, cng ty mi gii.va pht hnh dch v va thay mt ngn hng m nhn vic qun l, theo di, kim sot qu trnh s dngca khch hng,

+ u im: m rng th phn, nng cao uy tn ca ngn hng trn th trng.

+ Nhc im: chi ph pht hnh v duy tr dv ln hn do phi tnh n ph hoa hng cho ngn hngnhn u thc, kh khn trong vn qun l do khc bit trong cch thc lm vic, vn ho a phngc thnh hng ti hiu qu ca sn phm.

Cu 9:Trnh ny cc hnh thc khuych trng giao tip trong hot ng marketing ngn hng,u nhc im v cc iu kin p dng ca tng hnh thc trn. Lin h thc tin vic s dng cc hnhthc trn ti cc NHTM VN.

1. Qung co.

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- Kn: Qung co l phng thc truyn thng khng trc tip nhm gii thiu sn phm dch vngn hng hoc ngn hng thng qua cc phng tin truyn tin v ngn hng phi tr chi ph. y l hot ngmang tnh cht chin lc, l u t di hn duy tr li th cnh tranh ca ngn hng trn th trng. nngcao hiu qu qung co, cc ngn hng thng thc hin theo tin trnh sau:

+ Xc nh mc tiu qung co: mc tiu qung co chi phi ton b hot ng qung co

+ Quyt nh ngn sch qung co

+ Yu cu ca qung co ngn hng: c im ca qu trnh cung ng sn phm dch v ngn hng nh hng ln n ni dung v hnh thc qung co ca cc ngn hng. V vy, thc hin tt chng trnh

qung co, cc ngn hng cn phi m bo cc yu cu sau: Gim tnh v hnh ca sn phm dch v ngn hng

Ni dung qung co cn r rng. Ni dung thng ip qung co ca ngn hng phi m bocung cp nhng thng tin c o, s khc bit so vi sn phm dch v ca i th cnh tranh, s tin dng,hiu qu ca sn phm dch v, nhng iu m khch hng ang mon ch t ngn hng.

+ La chn phng tin qung co: bo, tp ch, i, tivi, ngoi tri, internet, cc phng tin qungco khc. Mi phng tin qung co c nhng u im v hn ch nht nh. V vy, khi la chn phng tinqung co, cc ngn hng thng quan tm n s ph hp vi mc tiu, sn phm dch v, nhu cu khchhng, chi ph v ngn sch dnh cho hot ng qung co.

+ nh gi hiu qu ca hot ng qung co: c th da vo mt s tiu thc nht nh nh tc ngtng doanh s, so snh khi lng tng vi chi ph qung co i vi khch hng, s lng khch hng tipnhn thng tin v s lng khch hng a thch qung co

- u im: qung co ph hp c th tng doanh s c trong ngn hn v di hn.

- Nhc im:

+ Chi ph ln

+ nh gi hiu qu qung co l kh khn

- p dng: ch yu s dng qung b hnh nh thng hiu. i vi cc sn phm dch vthng s dng nhng cng c truyn tin c chi ph thp.

b. Khuyn mi

- Kn: y l vic s dng nhm cc cng c nhm tc ng trc tip v tch cc vo vic s dngv nh hng cho vic s dng v la chn ngn hng ca khch hng, c tc dng lm tng doanh s hotng v to li th cnh tranh ca ngn hng. Thc cht, l cc cng c kch thch, khuyn khch vt cht thc y cc khu cung ng, phn phi, s dng dch v v la chn ngn hng ca cc nhm khch hng.Khuyn mi c tc dng khuyn khch khch hng hin ti s dng nhiu sn phm dch v hn v thu htkhch hng mi, ng thi khuyn khch lc lng phn phi y mnh cc hot ng ca ngn hng. Hnhthc khuyn mi c th l qu tng, tin, d thng, dch v i km

- u: tc ng tng doanh s trong thi gian ngn

- Nhc: ch p dng trong thi gian ngn nht nh =))- p dng: thng c s dng trong cc trng hp tung ra cc sn phm mi hoc cn iu

chnh vng i ca dch v. Hot ng khuyn mi thng c cc ngn hng tin hnh song song vi ccchin dch qung co pht huy hiu qu tng hp ca chng.

c. Quan h cng chng

- Quan h cng chng l hot ng ht sc phong ph a dng, gm cc hnh thc:

+ Ti tr s kin, chng trnh, chuyn mc

+ Hot ng cng ng

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+ Hi ngh khch hng, bn tin ni b, trang web

+ Quan h bo ch

+ Hi tho

+ Gii p thc mc, khiu ni

Mc ch ca quan h cng chng l nhm to dng v duy tr s hiu bit rng ri trong x hi vngn hng, c bit l i vi nhng i tng s giao dch vi ngn hng. i tng y kh phong ph baogm c nhng chuyn vin ngn hng mi, cc trung gian, cc c quan chuyn trch ca chnh ph v dn c.

- u:+ Chi ph thng khng cao

+ Mang tnh thng tin 2 chiu

- Nhc:

+ Nu cng tc PR ko tt c th lm thng hiu v hnh nh ngn hng gim st trong mt cngchng

+ Khng kim sot c cc thng ip truyn ti, cc thng ip truyn ti c th khng thng nht.

- p dng: xy dng qung b thng hiu, gii thiu dch v mi.

d. Marketing trc tip- Kn: marketing trc tip c hiu l vic s dng mt h thng cc phng tin nhm thit lp

v m rng vic i thoi trc tip gia ngn hng v khch hng. Cc cng c ca marketing trc tip baogm: gp g, th tn, in thoi, th in t.

- u: li th ca marketing trc tip so vi cc hnh thc khc l s gia tng c hi giao tip giakhch hng v ngn hng, gip khch hng nhn c thng tin nhanh chng y , c th, kp thi. Cn ngnhng c c hi gii thiu cung ng sn phm dch v mi, duy tr khch hng hin ti, gim chi ph qungco, tng hiu qu th trng mc tiu, c iu kin tnh ton v nh gi chnh xc kt qu, pht huy ctnh linh hot trong quan h giao tip trc tip gia khch hng v nhn vin ngn hng, c bit l hn chc s theo di ca i th cnh tranh.

- Nhc: tn thi gian chng?- p dng: p dng vi khch hng ln v dch v chuyn bit.

e. Bn hng trc tip

- Kn: l qu trnh cung ng dch v hng ngy, hi ch, roadshow

- u: gip ngn hng thu thp c thng tin phn hi ca khch hng nhanh chng, kp thing thi cng to c hi khch hng nm bt hiu bit hn v cc ngn hng- c s ca lng tin.

- Nhc: i hi nhn vin khng ch cn c kin thc m cn cn cch thc ng x linh hotsng to. Do vy, cc ngn hng cn tp trung vo vic o to kin thc tm l v giao tip nng cao trnh giao tip v c chnh sch khuyn khch nhn vin, giao dch vin ngn hng thc hin giao dch, bn hngtrc tip

- p dng:

Lin h thc t:

C th thy rng trong thi gian qua, cc NHTM rt tch cc trong vic tin hnh cc hot ngMarketing. Cc chng trnh khuyn mi lm th, qung co thng hiu, huy ng vn vi li sut cao, ccchng trnh qung co trn phng tin thng tin i chng,... lin tc c p dng rng ri to tin ccNHTM t c nhng kt qu nht nh v nng cao hot ng Marketing ngn hng tin dn n thng lkhu vc v quc t.

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Trc tin, ni v qung co, ta c th thy rng: trong nn kinh t th trng, qung co l sc mnhch thc. Bt c mt sn phm no d cht lng c tt n u cng khng chim lnh c th trng nukhng c qung co. Hin nay, cc NHTM tin hnh qung co di rt nhiu hnh thc nh: bo, tp ch,truyn hnh, truyn thanh, bng rn, p phch, gi th trc tip, Internet... Do mi hnh thc u vn ti cci tng khch hng khc nhau nn cc NHTM thng p dng ng thi nhiu phng thc qung co thuht khch hng.

Thi im qung co cng c cc NHTM ch trng vo nhng ngy l, Tt, ngy k nim thnh lpngn hng hay ngy khai trng Chi nhnh mi,... S tp trung qung co vo nhng khong thi gian ny cacc NHTM thu ht c s ch c bit ca khch hng. Ni dung qung co cng bc u thu htc khch hng vi nhng hnh nh sn phm, dch v mi ca ngn hng nh th rt tin t ng, dch vchuyn tin nhanh, truy vn s d ti khon, tr tin in, nc, tr lng... Chng hn ngay trn chng t rttin ca BIDV cng c in qung co v cc dch v ca ngn hng. Nh vy, cc nh qun tr ca BIDV khaithc c li th ca chng t rt tin, l n c tnh lp i lp li, chi ph thp m cng gy c n tngkh hiu qu trong chin dch qung co.

Bn cnh , trong thi gian qua chng ta chng kin s trng thnh ca nhiu thng hiu gnlin vi s ln mnh ca nhiu ngn hng. Trc tin phi k n l Ngn hng Ngoi thng Vit NamVietcombank. Tri qua hn 20 nm xy dng v trng thnh, Vietcombank c tp ch The Banker thuctp on Financial Times v tp ch Euro Money bnh chn l ngn hng tt nht Vit Nam. Dng chVietcombank mu xanh dng tr nn quen thuc khng ch vi ngi dn Vit Nam m cn vi bn b

quc t. Bn cnh Vietcombank, chng ta cng thy xut hin rt nhiu thng hiu gn vi cc logo quenthuc nh: BIDV, Incombank, Techcombank,Habubank, Agribank, SHB... Nhng logo ny c th ni l khn tng, l nt ring ca tng ngn hng, c tnh ha v ngh thut, gy c n tng tt cho ng okhch hng.

Ngoi ra, nm bt tm l ngi tiu dng, bao gi cng rt quan tm ti nhng t khuyn mi, ccNHTM da ra nhiu hnh thc khuyn mi khc nhau em li li ch thit thc v hp dn khch hng nhchin dch khuyn mi m th ATM ti cc im giao dch, p dng li sut bc thang, tng qu cho khch hngtrong nhng dp khai trng tr s mi hay gii thiu sn phm, dch v mi... Cng vi , thu ht thmkhch hng, NHTM cng c cn b v cc doanh nghip, cc trng i hc gii thiu sn phm, dch vca mnh, lin kt vi cc trng i hc, cc c quan, n v t my ATM ti cc ni ny ng thi minph cho sinh vin v cn b khi lp th...

Cu 10: Nu khi qut cc trng thi tm l khch hng? Trnh by ngha ca vic nghin cucc trng thi tm l khch hng i vi cng tc qung co, khuch trng v xy dng thng hiuca cc NHTM Vit Nam?

i tng nghin cu chnh ca Marketing chnh l khch hng v nhu cu ca h. Trong cc trngthi tm l ca khch hng i vi sn phm l mt yu t rt quan trng, theo l thuyt Marketing cc mctrng thi ca khch hng gm c:

- Nhn bit: trng thi ny, khch hng c c s nhn thc v sn phm, c th qua vic nhn dinthng hiu hoc cc du hiu d nhn bit khc bit c s tn ti ca sn phm y, khc vi cc sn phm

cng loi trn th trng.- C kin thc: trng thi ny, khch hng s tm kim thm thng tin v sn phm, qua bit c

mt s nhng tnh nng, c im, cng dng v mc ch, im u vit cng nh cn cha tt ca sn phm.

- Yu thch: trn c s c nhn thc mt cch tng i cc thng tin v sn phm, khch hng so snhn vi nhng nhu cu ca bn thn v nu thy ph hp th khch hng s c trng thi yu thch. Tuy nhin giai on ny s yu thch cn mang nng tnh cm quan v thng khng bn vng. Tuy nhin y l lckhch hng la chn quyt nh c s dng sn phm mi hay khng.

- a chung: y l giai on pht trin tip theo ca trng thi yu thch. Trn c s nhn bit s phhp gia sn phm v nhu cu ca mnh, khch hng c th tin hnh dng th sn phm (s dng sn phm

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quy m hn ch, khng thay th hon ton sn phm ang s dng) c th tip cn v nh gi sn phm mtcch su sc hn, hnh thnh trng thi a chung.

- Tin tng: sau thi gian dng th t kt qu tt, khch hng s chuyn sang trng thi ny. Khi khch hng tin tng vo cht lng ca sn phm v tin rng chi ph mnh b ra l thch ng. S tin tngca tc gi c th vt qua c phm vi ca sn phm, v d nh s tin tng chung vi thng hiu, vi doanhnghip.

- Mua: y l quyt nh cui cng m khch hng a ra sau qu trnh tip cn vi sn phm: l thchin mua hng vi quy m ln nht v thng xuyn. Trng thi ny ch c th t ti sau nm trng thi trc

v chnh l mc tiu cui cng cho nhng n lc ca doanh nghip.M hnh trn c ngha rt ln i vi cng tc qung co, khuch trng v xy dng thng hiu ca

cc NHTM Vit Nam. Theo , n cho thy s cn thit ca NHTM ni chung, ca b phn MarketingNHTM ni ring trong vic gip khch hng i qua nhng trng thi ny. Mt thc t hin nay Vit Nam lcc NHTM dng nh qu tp trung cc n lc ca mnh vo mt hay hai trng thi m b qun nhng trngthi cn li. iu ny thc s s lm gim hiu qu kt hp ca c chin dch Marketing. Mt gung myMarketing thnh cng cn phi m bo s thu hiu tm l khch hng v tp trung vo tng trng thi tm l.V d:

- y mnh cng tc truyn thng tng cng s nhn din ca khch hng i vi thng hiu haycc sn phm mi ca ngn hng.

- Nng cao hiu qu h thng thng tin khch hng c th tm hiu v sn phm mt cch d dngthun tin nht.

- To cho khch hng cc knh trc tip hoc gin tip qua khch hng c th tri nhim c chtlng ca nhng dch v ngn hng.

- Nng cao cht lng dch v, thi nhn vin to s tin tng ca khch hng.

Cu 11:Hy phn bit giao tip cng chng (public relation) v qung co (advertising)? Cngi cho rng, trong nhiu trng hp giao tip cng chng mang li hiu qu cao hn l vic qungco? kin ca bn th no?

Qung co Quan h cng chng

Ch ph Thng cao Thng thp

Thng tin1 chiu: t ngn hng n cng chng 2 chiu: t ngn hng n cng chng v t

cng chng n ngn hng

i tng Hng ti i tng rng ri bn ngoi Hng c vo i tng bn trong

Nhn thc ca cngchng

C th dng ngh thut phng i nn c thkhng hon ton ng tin

Da vo s tht, mang tnh khch quan hn.

C nhiu ngi cho rng, trong nhiu trng hp giao tip cng chng mang li hiu qu hn l vicqung co:

- Qung co nhm qung b v sn phm mi hoc c tnh mi ca sn phm c vi nhng tnh

nng tin b hn nh: tnh mi, sng to, vt tri, duy nht... Qung co thuyt phc cng chng mua snphm ca ch th v nhm mc tiu bn c nhiu sn phm. Do , qung co thng i hi cao tnh hpdn v phi lp li nhiu ln trn cc phng tin truyn thng. y cng chnh l nguyn nhn lm cho chi phcho qung co rt tn km; tuy nhin ngc li, mt im ni bt l qung co c th d gy n tng nhngkh to dng lng tin cho cng chng.

- Trong khi , cc hot ng PR thng khng cp tp, c s chun b rt k ca cc c nhn vt chc trc khi a thng ip ti vi cng chng. Cc hot ng PR qua cc phng tin truyn thngthng t lp li v tc ng vo nhng nhm i tng chn lc nn thng d to c nim tin.

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- PR khng thay th v ph nhn qung co. PR kt hp vi qung co v marketing nhm tngkh nng tc ng n cng chng v cng mang li li ch cho ch th. PR , ang v s tr thnh mt cngc hu ch cho tt c cc c nhn, t chc trong vic to dng v duy tr hnh nh, uy tn i vi cng chng.

Phn II: Lin h thc t

Cu 1:Hy phn on th trng khch hng doanh nghip ca cc NHTM Vit Nam theo tiuthc t la chn. Trnh by ngha ca kt qu phn on thu c trn i vi hot ng marketingca cc NHTM VN.

(Trang 50-51 gio trnh)

Cu 2:Hy phn on th trng khch hng c nhn ca cc NHTM Vit Nam theo tiu thct la chn. Trnh by ngha ca kt qu phn on thu c trn i vi hot ng marketing cacc NHTM VN.

Qu trnh phn on th trng bao gm 5 bc c tin hnh nh sau:

Bc 1: Phn tch ngn hng: Do yu cu bi khng ni c th nn ta gi s phn tch c thchin cho mt ngn hng thng mi c phn Vit Nam.

Bc 2: Phn tch a bn hot ng: a bn c yu cu l ton b th trng Vit Nam.

Bc 3: Phn tch sn phm: Do yu cu khng ni r nn y ta xt chung cho cc dch v caNHTM bao gm huy ng, cho vay v thanh ton

Bc 4: Phn tch cc tiu ch phn on: C nhiu tiu ch c th c a ra, tuy nhin y tala chn tiu thc l ngh nghip. Tiu thc ny c la chn v mt s l do sau:

- Phn chia khch hng c nhn theo tiu thc ny l kh d dng, n cng thng c cng btrong cc bo co thng k chung ca nh nc.

- Tiu thc ny c quan h cht ch vi mt s tiu thc khc nh thu nhp, nhu cu i vi ccdch v ngn hng, tn sut n ngn hng, mc tip cn i vi cc hnh thc truyn thng cc tiu thcny cng rt c ngha i vi hot ng Marketing ngn hng.

Bc 5: Phn on th trng: Theo tiu thc trn th trng Vit Nam bao gm cc phn on:

- Nhm 1: Nhm nhng ngh nghip c thu nhp cao.

o Nhm ny bao gm nhng ngi nh cc ch doanh nghip, gim c cng ty ln, nh u t,ngi ni ting

o L khch hng VIP ca cc ngn hng, s dng nhiu dch v nh gi tin tit kim, thanh ton,y thc u t, t vn u t

o C hc vn cao, c nhiu hiu bit v hot ng ca ngn hng.

o Yu cu i vi ngn hng: c tn trng, phc v chu o, trung thc.

o t s dng cc phng tin truyn thng nh ti-vi, bo, i, mng x hi.

- Nhm 2: Nhm vin chc ang i lm.

o Nhm ny bao gm nhn vin vn phng hot ng ti cc vn phng ti cc th

o Thng c trnh i hc hoc sau i hc.

o C thu nhp t trung bnh n cao khong trn 7 triu mt thng.

o S dng nhiu dch v ca ngn hng nh gi tin tit kim tch ly cho tng lai, thanh ton,c bit l cho vay tiu dng v th tn dng, nhn vin vn phng cng thng c tr lng qua ti khonngn hng.

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o S dng cc phng tin truyn thng mc trung bnh.

- Nhm 3: Nhm cc ngh kinh doanh.

o Nhm ny bao gm cc ch doanh nghip t nhn hoc cc tiu thng, h kinh doanh c th.

o C thu nhp a dng nhng thng cao hn mc trung bnh.

o Nhu cu i vi ngn hng ca nhm ny kh a dng, gm cho vay m bo nh cu kinhdoanh, qun l ngn qu h, thc hin thanh ton qua ti khon.

o Nhm ny thng c thng tin nhanh nhy

- Nhm 4: Nhm nng dn.

o Nhm ny gm cc h cng tc trong lnh vc nng nghip vn kh ph bin nc ta.

o Thu nhp ni chung l thp v khng n nh.

o Nhu cu i vi dch v ngn hng: gi tin tit kim (s d thng nh nhng thi gian gidi), vay vn h tr sn xut, gi tin qua ngn hng.

o Nhm ny thng t tip xc vi cc phng tin thng tin truyn thng hn so vi mc trungbnh.

- Nhm 5: i tng hu tr.

o Nhm ny gm nhng ngi trc y c lm vic nhng v hu.

o Thu nhp thp hn mc trung bnh, ngoi tin lng hu cn c tin li t u t, tin li titkim.

o Nhu cu vi cc ngn hng thng l nhn tin li t tit kim, s dng dch v thanh ton.

o Nhm ny thng tip xc nhiu vi cc phng tin thng tin truyn thng.

- Nhm 6: Cc i tng khc.

y l v d v phn on ca c:

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Nhm1Tng lp c thu nh

cao

Trung thcTn trng c nhn

ngha ca vic phn on: Phn on th trng gip cc ngn hng xc nh r nhu cu khc nhauca cc khch hng trn cc on th trng, ng thi cng ch r nhng nhu cu ca khch hng m ngnhng cha tha mn v n c th hiu nh mt c hi cho ngn hng.

Trn c s phn on cc nh ngn hng c iu kin xy c chng trnh Marketing theo cch thc

ti u hn cc i th v kim sot mt cch ti u hn kt qu hot ng trn tng on th trng ca ngnhng.

Ngoi ra vic phn on th trng cng gip cho ngn hng theo di c khch hng qua thi gian,t nghin cu c cc on khch hng hiu qu theo ti khon ang s dng.

Cu 3: Hy k mt tnh hung giao tip gia ngn hng v khch hng m bn tng gp hoc tng bit? Theo bn, cn b ca ngn hng trong tnh hung x l tt cha? Nu cha, bn hy xut mt cch x l khc theo bn l tt hn?

(Tham kho)

Tnh hung 1:

Gi s khch hng c ti khon tit kim sp n ngy thanh ton nhng do cn tin gp nn phi nngn hng rt trc hn. iu ny s khin khch hng phi nhn li sut khng k hn v b thit nhiu tin.Khch hng th c t kin thc v ngn hng. Nhn vin bnh thng th s tt ton trc hn s tit kim chokhch hng, tuy nhin cch tt hn l ngh khch hng ly chnh s tit kim lm th chp vay tin. Xongchm ra blah blah blah.

Tnh hung 2:Sng nay, lc mnh n c ta ang mng xi xi 1 khch hng ch v khch hng ny k th 1 nt so

vi ch k ng k lc lm th cch y gn 10 nm?! Sao m nhiu kh th ko bit. Cui cng c ta bo vikhch hng "Thi em v i, ln khc n, ni mi m em vn khng hiu...bla...bla..." => ch hiu service mindnh ri ch no???

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Lc sau, c 1 khch hng khc n xin form m ti khon ngn hng th cng b c ta lnh lng: "Lcno m ti khon chnh thc, mang y CMTND ra y th mi cho"

Ch hiu kiu g, nhng Ngn hng khc m c khch hng c nhu cu m ti khon h chng chmsc n tn lc OK th mi thi th m y, mi ch manh nha xin form in thng tin m b "nh phu" th, chng bit khch hng c dng cm quay li na khng?Mnh tn, nhng ko thy c nyeo name tag (m iu ny l bt buc nhng ngn hng khc) nn ko post ln y c.Thi ca nhn vin NH VCB trong tnh hung ny thc s l khng tt. Nhn vin VCB cng nh nhn vinca Agribank v mt vi ngn hng ln khc thng b khch hng than phin l hch dch v ca quyn do hngh h l nhn vin ca cc ngn hng ln, c uy tn lu v c nh hng trong ngnh ngn hng. Tuy

nhin, di p lc cnh tranh hin nay, cc ngn hng cn thu ht khch hng v pha mnh th vic cc nhnvin ngn hng c x nh vy lm cc khch hng chn nn v ko mun s dng dch v ca nh na. xut trong trng hp ny: Ngi nhn vin ny cn xem xt li thi v tc phong lm vicNu do vn c nhn ( nhn vin gp nhng iu rc ri, nhng c ch tm l) th cn c thi

chuyn nghip. Nhn vin ngn hng nn tch bch gia cng vic c nhn v cng vic ti ni lm vic cthi phc v ng n i vi khch hng. Nu nhn vin khng gi c thi lm vic ng mc viKH th nn nh ng nghip x l tnh hung gip. Trong trng hp nhn vin ny tip tc nhng hnh vi cx nh vy vi KH th nh qun l cn c nhng bin php x pht thch hp

Nu y l do cng cch lm vic ca ngn hng th cc cn b ngn hng cng nh nhn vin nnxem li vn ha kinh doanh v vn ha ng x ca mnh. Cn c ci nhn tch cc v chuyn nghip khi tinhnh cc dch v v ti chnh nht l trong bi cnh cnh tranh khng ngng gia tng, khch hng l ngi

quyt nh s sng cn ca nh. Chnh v vy NH nn c phng php thay i cch suy ngh cng nh hnhng, phong cch lm vic ca cc nhn vin nh cc bui tp hun, tuyn dng v iu chuyn cc nhn vinn cc v tr thch hp hn, ra cc chnh sch r rng (c thng pht) i vi hnh vi ng x ca nhn vinbn cnh doanh s hay cc thnh tch trong cng vic khc

Tnh hung 3:Sng hm qua ti n Ngn hng Vietcombank K ng rt tin v CMND ca ti cha thay i

c. Ti rt phng h chuyn ti khon b ng v khng c CMND mi.V giao dch ca ti ch yu l NH ACB nn TK bn VCB rt t. Ti i rt 2,5tr. Ti ngi i gn c

ting ng h, ngi n trc ti th ln lt ra v,trong khi ti n trc vn phi ngi i. Thy c vn nn ti n hi nhn vin giao dch th c y ni ngi i cht v khch ng,trong khi cng chng ng myHi lu ti bc qu n hi mun ng Ti khon, nhng tic thay khng c,v TK ti m ch khc. Sau

c giao dch vin mi hi ti nhn tin cha,ti ni vn cha c ta mi n thu ngn hi. V tht l sock khing thu ngn quay qua b thu ngn kia ni rng tng rt 20tr. Ci m ti mun ni y l nhng ngi giaodch my chc triu tr ln th c u tin trc. Cn nhng ngi giao dch ch vi triu th b coi thngTic rng v ti l ngi c hc nn khng th chi nh bn c ngoi ch c nn nh phi vit ln y chomi ngi rt kinh nghim, nu khng c tin nhiu th khng nn gi vo Ngn hng VCB, v b khinh thngkhi giao dch t tin. Tht l qu t ng khng cc bn, 1 Ngn hng ln m li c nhng nhn vin nh th thchng ai dm n ln th 2. V hm cng c 1 vi ngi n rt tin v ng TK naM ni tht, nhn vin bn ACB rt d thng,tn tnh t vn v lm nhanh cho khch hng,khng c chuynu tin hay coi thng khch hng. Gi y b 1 ln nn ti tn khng dm n NH VCB ln na, m TK NHkhc thi.

Cu 4: Nu phi nghin cu v th trng khch hng c nhu cu vay vn ca ngn hng ti H

Ni, bn s da vo tiu thc no phn on th trng? Ti sao bn li chn tiu thc ?Tiu thc u tin: Khch hng l c nhn hay doanh nghip. La chn tiu thc ny v hin ti timlc ca cc ngn hng l khc nhau. Cc ngn hng ln (Ngn hng bn bun) thng c xu hng b ng thtrng cho vay c nhn hoc nu khng cng tin hnh khng tt trn phn khc th trng ny. y l phnkhc mu m cho nhng ngn hng nh, tim lc cn cha ln

Nu l khch hng c nhn, cc tiu thc tip theo c th c s dng lMc ch vay vn: cho vay tiu dng , cho vay sn xut. Trong nhm cho vay tiu dng c th phn

chia ra thnh cc lnh vc khc nhau nh cho vay mua nh, cho vay mua xe, cho vay du hc, cho vay thu chti khon c nhn,v.v. La chn tiu thc ny s gip cho ngn hng c cc hnh thc phn phi sn phm phhp, quyt nh k hn vay cng nh li sut cho cc khon vay hp l

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Gi tr ct li: p ng nhu cu thanh ton khng dng tin mt ca khch hngGi tr hin thc:Gi tr hin thc l nhng gi tr c nh cung cp thm vo sn phm ca mnh ngoi nhng gi tr

ct li sn c. Hnh dng: Kiu dng p, c o vi thit k ng cong mm mi a dng v mu sc, khch hng c th t la chn mu sc cho th ca mnh Tnh nng: iu kin m th linh hot v d tip cn Hn mc tn dng ph hp vi khch hng tr c chp nhn thanh ton trn hn 24 triu im thanh ton trn ton th gii Cng ngh bo mt hin i Ch th c u i gim gi ti cc ca hng thi trang, spa, trung tm mua sm. Ch th c c hi nhn c gii thng l chuyn du lch n SingaporeGi tr b sung:Gi tr b sung l nhng cm nhn ca khch hng khi s dng sn phm. Sn phm th thanh ton

quc t MC2 em li cho khch hng nhng cm nhn sau: T tin, nng ng: Khch hng c kh nng mua sm, chi tiu theo s thch mc d thu nhp c gii

hn. Tr trung, Snh iu: Sn phm c thit k vi kiu dng v mu sc c trng cho gii tr, c th

c s dng nh mt trang sc snh iu cho v tin ca cc bn tr. Bn cnh , c hi c gim gi tinhng trung tm mua sm, spa, ca hng thi trang - nhng a im rt hp dn i vi gii tr - cng lm chosn phm thm hp dn.

An ton: Nh cng ngh bo mt hin i, khch hng c th yn tm s dng th m khng lo bng cp thng tin.

Nhn xt:Sn phm th tn dng quc t MC2 ca VPBank c pht trin nhm n gii tr vi thu nhp khng

cao. Nhng gi tr hin thc c VPBank a vo mt cch ng b thu ht s ch ca khch hng tr.Tuy vy, ngn hng mi ch tp trung vo qung b gi tr ct li v mt phn gi tr hin thc ca sn

phm. Cng ging nh cc ngn hng khc, VPBank cha ch trng th hin gi tr b sung ca sn phm, lmcho sn phm khi a ra qung b khng khc nhiu so vi cc sn phm cng loi ca cc ngn hng khc. c th thnh cng, VPBank cn ch trng hn na vo qung b gi tr hin thc v gi tr b sung ca sp.