Giao Trinh Marketting Can Ban

7/29/2019 Giao Trinh Marketting Can Ban

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Chng 1

TNG QUAN V MARKETING

1.1. KHI NIM CHUNG V MARKETING

1.1.1. Sra i ca marketing

Hot ng ca marketing c t rt sm, n tn ti v gn lin vi lch s ca nnsn xut hng ha. Bn thn nhng ngi sn xut hng ha thc c rng vn tiu th hng ha lun l vn hng u, phc tp v kh khn nht trong c chu kkinh doanh: Sn phm s bn cho ai, u, vo thi im no, vi s lng l baonhiu? Lm th no bn c nhiu hng ha? l nhng cu hi c t ra cacc nh kinh doanh, gn lin vi nn sn xut hng ha l mt h thng cc quy lutkinh t, khch quan, gi vai tr iu tit v chi phi ton b mi quan h kinh t x hi

gia nhng ngi sn xut vi nhau, cng nh gia h vi khch hng v ngi tiudng cui cng.

Mi quan h c th l:

Quan h gia ngi bn vi ngi mua: Ngi bn rt cn ngi mua, ngi muacng rt cn ngi bn nhng y l mi quan h mu thun. Xut pht t li ch kinht: Ngi bn mun bn c nhiu hng vi gi cao hoc rt cao c c nhiuli, ngc li ngi mua ch mun mua vi gi ph hp vi ti tin ca mnh hoc vigi thp mua c nhiu hng.

Quan h gia ngi bn vi ngi bn: Ngi bn lun tm mi cch li ko

khch hng v pha mnh, ginh th trng thun li.Trong thc tin, hnh vi marketing xut hin r nt t khi nn cng nghip ckh

pht trin, thc y sn xut tng nhanh v lm cho cung hng ha c chiu hngvt cu. Khi buc cc nh kinh doanh phi tm nhng gii php tt hn tiu thhng ha.

Trc th k 20, cc thng gia ngi Anh, Trung Quc bit thc hin nhiuphng chm phn nh hnh vi marketing trong trao i hng ha nh: Hy lm vuilng khch hng. Nhphng chm m tc tiu th hng ha c gia tng.Cc thng gia thc hin nhiu bin php nh: bn hng c qa tng, c gii

thng khi mua nhiu hoc mua thng xuyn th c gim gi v qu trnh tm kimcc gii php tt hn thc y tiu th hng ha lm cho hot ng marketing cngpht trin.

L thuyt marketing xut hin trc tin M, vo nhng nm u ca th k 20,sau ph bin hu ht cc nc c nn kinh t th trng. L thuyt marketing lcu ch gn vi vn tiu th, nhng ngy cng trnn hon chnh v l thuyt

bao qut c nhng hot ng trc tiu th nh: Nghin cu th trng, khch hng,thit k v sn xut sn phm theo ng yu cu ca khch hng, nh gi v t chch thng tiu th. Trn th gii, vic vn dng marketing lc u din ra ph bin cc cng ty sn xut hng tiu dng ng gi. Tip theo, marketing c ng dng

trong lnh vc sn xut cc vt liu nh: thp, ha cht, giy


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Va qua, marketing c nh gi cao cc ngnh kinh doanh dch v tiu dng,

hng khng, ngn hng, bo himNgy nay, marketing c p dng c trong lnhvc kinh doanh quc t v cc lnh vc phi thng mi nh chnh tr, x hi

1.1.2. Mt s khi nim cbn v marketing

C rt nhiu khi nim v marketing, nhng v marketing vn ng v phttrin,

c nhiu ni dung phong ph, hn na mi tc gi u c quan nim ring, nnmarketing c hiu l nhng hot ng trn th trng, nhm to ra s trao i vimc ch tha mn nhu cu v mong mun ca con ngi. Mt s khi nimmarketing c chp nhn v s dng ph bin hin nay l:

- Marketing l ton b h thng cc hot ng kinh doanh t vic thit k, nh gi,khuyn mi v phn phi sn phm tha mn nhu cu th trng, nhm mc ch nh.

chnh l 4P ca cng tc marketing. Trong ting Anh c bt u bng ch P:Product (Sn phm), Price (Gi c), Place (a im) v Promotion (Xc tin kinh

doanh), theo s 1-1.S 1-1

Sn phmng

+Gi cphichng

+a imthun li

+Bin phpxc tin

ph hp=

Nhiu khchhng v doanh

thu cao hn

- Marketing nhm nhn bit, don v p ng yu cu ca khch hng mt cchc hiu qu v c li.

- Marketing l vic tin hnh cc hot ng kinh doanh c lin quan trc tip t

dng vn chuyn hng ha n ngi tiu dng.- Marketing l qu trnh lm vic vi th trng thc hin cc cuc trao i,

nhm tho mn nhng nhu cu v mong mun ca con ngi.

- Marketing l mt dng hot ng ca con ngi (bao gm c t chc), nhm thamn cc nhu cu v mong mun thng qua trao i.

Thng thng ngi ta cho rng marketing l cng vic ca ngi bn nhng hiumt cch y th i khi c ngi mua cng phi lm marketing. Trn th trng,

bn no tch cc hn trong vic tm kim cch trao i vi bn kia th bn thuc vpha lm marketing.

Vn dng marketing mt cch thnh cng ph thuc rt nhiu vo kh nng amhiu khch hng, cung cp cho h cc sn phm ng vi nhu cu v mong mun mh kh c th tm thy cc nh kinh doanh khc. Nu khng c khch hng th khngc hot ng marketing.

1.1.3. Vai tr ca marketing trong hot ng doanh nghip

a. Vai tr ca marketing i vi kinh doanh ca doanh nghip

Trong nn kinh t th trng, doanh nghip l mt ch th kinh doanh, mt cthsng ca i sng kinh t. Cth cn c s trao i cht vi mi trng bn ngoi

- th trng. Qu trnh trao i cht cng din ra thng xuyn, lin tc, vi quy mngy cng ln th cth cng kho mnh v ngc li.

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Mt khc, doanh nghip mun tn ti v pht trin phi c cc chc nng: Sn

xut, ti chnh, qun tr nhn lc m cc chc nng ny cha m bo s thnht ca doanh nghip, nu tch ri khi mt chc nng khc - chc nng kt ni hotng ca doanh nghip vi th trng l lnh vc qun l marketing.

Nh vy, ch c marketing mi c vai tr quyt nh v iu phi s kt ni cc

hot ng kinh doanh ca doanh nghip vi th trng, c ngha l m bo cho hotng kinh doanh ca doanh nghip hng theo th trng, bit ly th trng - nhu cuv c mun ca khch hng lm ch da vng chc nht cho mi quyt nh kinhdoanh.

b. Mi quan h gia marketing vi cc b phn chc nng khc ca doanhnghip

Marketing phn nh mt chc nng cbn ca kinh doanh, ging nh chc nngsn xut - ti chnh - nhn s. Nhng chc nng ny u l nhng b phn tt yu vmt t chc. V mt t chc ca mt doanh nghip, chc nng cbn ca marketing

l to ra khch hng cho doanh nghip, ging nh sn xut to ra sn phm. T, xtv mi quan h gia cc yu t cu thnh trong h thng hot ng chc nng qun trdoanh nghip th marketing cng l mt chc nng c nhim v kt ni, nhm bom s thng nht hu cvi cc chc nng. Khi xc nh chin lc marketing, ccnh qun tr marketing phi t ra nhim v, mc tiu, chin lc marketing trong mitng quan rng buc vi cc chc nng khc. Chc nng marketing ca doanh nghiplun ch cho doanh nghip bit r nhng ni dung cbn sau y:

- Khch hng ca doanh nghip l ai? Loi hng ha c nhng c tnh g? Vsao h cn nhng c tnh m khng phi l nhng c tnh khc? Nhng c tnhhin thi ca hng ha cn thch hp vi khch hng na hay khng? So vi nhn hiu

hng ha cnh tranh, hng ha ca doanh nghip c u th v hn ch g? C cn phithay i hng ha khng?

- Gi c hng ha nn quy nh l bao nhiu? Ti sao li quy nh mc gi nh vym khng phi l mc gi khc? Mc gi trc y cn thch hp khng? Nn tnghay gim gi?

- Doanh nghip nn t t chc lc lng bn hng hay da vo cc lc lngkhc? C th l ai? Bao nhiu ngi?

- Lm th no khch hng bit, mua v yu thch hng ha ca doanh nghip?Ti sao li dng cch thc ny m khng phi l cch thc khc? Dng phng tinno gii thiu sn phm ca cng ty cho khch hng? Ti sao li dng phng tinny m khng dng phng tin khc?

- Hng ha ca doanh nghip c cn dch v sau khi bn khng? Loi dch v nodoanh nghip c kh nng cung cp nht? V sao?

l nhng vn m khng mt hot ng chc nng no ca doanh nghipngoi marketing c trch nhim tr li. Mc d, mc tiu cbn ca mi cng ty lthu li nhun nhng nhim v cbn ca h thng marketing l m bo cho sn xutv cung cp nhng mt hng hp dn, c sc cnh tranh cao so vi cc th trng mctiu. Nhng s thnh cng ca chin lc cn ph thuc vo s vn hnh ca cc chc

nng khc trong cng ty, l mi quan h hai mt, va th hin tnh thng nht, vath hin tnh c lp gia cc chc nng ca mt cng ty hng theo th trng, gia

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chng c mi quan h vi nhau, nhng hon ton khng th thay th cho nhau. y lyu tm bo cho cng ty thnh cng.

1.2. NGHIN CU MARKETING

hiu c khch hng ca cng ty v cc i th cnh tranh, phi tin hnhnghin cu marketing. Vic nghin cu marketing phi nm cc c trng ca n,

nhm thu c nhng thng tin hu ch v gii thch hp l cc thng tin nhn c.Qu trnh nghin cu marketing cn qua cc giai on sau:

1.2.1. Xc nh mc tiu nghin cu marketing

Trong giai on u tin ca qu trnh nghin cu marketing, cn phi xc nhmc tiu nghin cu. Mc tiu nghin cu marketing l tm kim, thm d, c ngha ltin hnh thu thp nhng ti liu sb no m lm r c vn .

Cc mc tiu cng c th l mc tiu dng m t, c ngha l d tnh s m tnhng hin tng nht nh. Cng c trng hp l nhng mc tiu tm kim nguynnhn thng qua mt s mi quan h nhn qu no . V d: gim thp gi hng15.000 ng s ko theo s tng ln lng khch hng l 10%.

1.2.2. Lp k hoch nghin cu

Lp k hoch nghin cu cn phi xc nh loi thng tin lm cho ngi nghincu (ngi k hp ng nghin cu) phi quan tm v nhng bin php thu thp mtcch c hiu qu nht.

Cc yu t cn la chn khi lp k hoch nghin cu c th hin qua bng 1-1:

Bng 1-1: Cc yu t la chn

Ngun ti liu Ti liu scp, ti liu th cp.

Phng php nghin cu Quan st, thc nghim, iu tra.

Cng c nghin cu Phiu cu hi, thit b my mc.

K hoch chn mu n v mu, quy m mu, trnh t chn mu.

Phng thc tip xc in thoi, th tn, phng vn

a. Ngun ti liu:

- Ti liu scp (cp mt): l nhng thng tin c thu thp ln u tin v mtmc tiu nghin cu c th no .

- Cc ti liu th cp (cp hai): l nhng thng tin c u , l thng tin thu thp trc y v mc tiu khc.

- Thu thp ti liu scp: nghin cu marketing thu thp ti liu scp thng dng phng vn, quan st

- Thu thp ti liu th cp, ngun ti liu bao gm:

+ Ngun ti liu bn trong: bo co l, li, bo co cc cuc nghin cu trc.

+ Ngun ti liu bn ngoi: cc n phm ca cc cquan nh nc, sch bochuyn ngnh

b. Phng php nghin cu

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- Quan st: L phng php m cc nh nghin cu thc hin s theo di (quan

st mi ngi v hon cnh). Trong trng hp ny ngi nghin cu c thu nghe, xem mi ngi ni v hng mnh, quan st xem ngi ta ni g v hng ha camnh, hng ha cnh tranh.

- Thc nghim: L phng php i hi chn lc, cc nhm ch th c th so snh

c vi nhau. Mc tiu ca s nghin cu nh th khm ph mi quan h nhn qu,bng cch tuyn chn nhng gii thch i lp nhau ca cc kt qu theo di. V d:Nhng ngi nghin cu ca mt hng c th dng thc nghim gii p nhngvn nh: c to ra hay khng mt hnh nh mi v cng ty trong tim thc khchhng, c th gim gi theo khi lng mua c hay khng, iu c kch thch tnglng bn khng?

- iu tra: Cho php c nhng thng tin v s am hiu, lng tin v sa thch, vmc tha mn cng nho lng v bn vng v tr ca cng ty trong con mtca cng chng. V d: Bao nhiu ngi bit v cng ty, s dng hng ha ca cng tyv bao nhiu ngi a thch cng ty khc?.

c. Cc cng c nghin cu:

- Phiu iu tra hay bng cu hi: y l mt cng c rt linh hot, nhng cuhi c tht ra nhiu phng thc khc nhau, bng cu hi phi c son tho cnthn v ni dung v v hnh thc.

V ni dung: Trong qu trnh son tho cu hi ngi nghin cu marketing lachn mt cch cn thn cu hi cn phi t ra, cu hi t ra c lin quan trc tipn nhu cu thng tin thc hin mc tiu ca cuc nghin cu.

V hnh thc: C cu hi ng cha ng ton b cc phng n c kh nng tr

li m ngi c hi ch la chn mt trong s. Cu hi m: a li kh nng chongi c hi tr li bng li l v kin ca mnh.

V t ng: Ngi nghin cu phi s dng tn gin khng bao hm hai ngha.

- Phng tin my mc iu tra: Loi ny dng o lng cng quan tm,tnh cm ca ngi c hi khi tip xc vi thng ip hoc hnh nh qung co, cs dng in ko s kch thch cm xc, thit bo nh, mc nhn hoc ghichp thng tin.

d. K hoch chn mu: Mu l on (b phn) dn c tiu biu cho ton b dnc ni chung. Ngi nghin cu chn nhng mu no m thng tin thu thp t c

thp ng nhim vt ra (hi ai?, s lng ngi cn phi hi?...)e. Cc phng thc tip xc:

- Qua in thoi: Thu thp tin nhanh, nhng ch tin hnh c vi ngi c inthoi, thi gian ngn.

- Qua bu in: Chun b cu hi cn n gin, r rng v khng c chi giithch, t l tr li thp, thi gian lu.

- Tip xc trc tip: Phng vn c nhn hoc nhm cn c cu hi, a imchun b sn, c tr th lao hoc tng phm cho ngi c phng vn.

1.2.3. Thu thp thng tin: Phi chun b chu o, phi cn nhc k lng vthng gp nhng trngi nh: h t chi tham gia, h tr li khng thnh tht ulm nh hng n cng vic nghin cu marketing.

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1.2.4. X l phn tch thng tin: Giai on ny nhm rt ra t ti liu thu thpc nhng thng tin v kt qu quan trng nht. Kt qu nghin cu c tp hpvo bng, trn csbng xem xt s phn b ca cc thng tin mt cao, trung

bnh hay tn mn.

1.2.5. Bo co kt qu nghin cu: Nu nghin cu ch l iu tra thm d thng

tin nhanh th bo co trnh by ming. Nu nghin cu marketing quy m ln thtrnh by bng vn bn. Vit chu o v tp trung vo mt trnh t nht nh: nu vn v mc ch nghin cu, gi thit v kt lun.

TM TT CHNG 1

nng cao mc chun mc ca cc quyt nh marketing phi t chc tt victhu thp x l, chuyn giao v lu gi thng tin. Thng tin marketing th c nhiu, cn

phi c phn loi ty thuc vo tng quyt nh marketing. Qu trnh nghin cumarketing qua cc bc: pht hin vn v hnh thnh mc tiu nghin cu, xydng k hoch nghin cu, thu thp thng tin, x l, phn tch thng tin thu thpc v bo co kt qu nghin cu.

CU HI THO LUN

1. Marketing c vai tr quan trng nh th no i vi sn xut - kinh doanh cadoanh nghip?

2. Hy cho bit u, nhc im ca cc cng c nghin cu marketing? Cho v d?

3. Da vo cc khi nim cbn v marketing, hy gii thch cu ni Marketing btu v kt thc vi khch hng.


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Chng 2

HNH VI KHCH HNG V TH TRNG MC TIU

2.1. HNH VI KHCH HNG

2.1.1. Th trng ngi tiu dng v hnh vi mua hng ca ngi tiudng

a. Th trng ngi tiu dng

Khi nim:

Ngi tiu dng l ngi mua sm hng ha dch v phc v tiu dngc nhn, gia nh hoc mt nhm ngi v nhu cu sinh hot. Theo nh kinh thc, vic tiu dng hng ha ca h mt mt c xem nh l vic s dng hayhy b mt ti sn kinh t; mt mt khc cng l cch th hin mnh.

Th trng tiu dng bao gm cc c nhn, cc h gia nh v nhm ngitp th mua sm hng ha dch v nhm mc ch tiu dng.

c trng cbn ca th trng ngi tiu dng:

- C quy m ln v thng xuyn; khch hng rt khc nhau v tui tc,gii tnh, thu nhp, trnh vn ha v s thch to nn s phong ph v adng v nhu cu v mong mun ca h trong vic mua sm v s dng hng ha.

- Th trng ngi tiu dng bao gm nhng khch hng mua sm hng hanhm mc ch tiu dng c nhn. Cc quyt nh mua ca h mang tnh cht cnhn, h tiu dng v mc ch thng thng hng ngy v nh mt s th hin.

Mi nhu cu thay i theo thi gian, song nhu cu c nhn c nhp thay inhanh nht.

- S tin trin trong tiu dng v nhng thay i trong ccu chi tiu c thc xem l nhng ri ro v thch cc n lc trong chin lc marketing cacc doanh nghip.

b. Hnh vi mua ca ngi tiu dng

Nghin cu hnh vi ngi tiu dng cng chnh l vic nghin cu cchthc ca mt ngi tiu dng khi a ra quyt nh tiu dng tc l h s s

dng ti sn nh tin bc, thi gian nh th no khi thc hin trong vic a raquyt nh. C rt nhiu cu hi a ra xoay quanh cc vn ny nh con ngi

phn ng nh th no trc nhng kch thch marketing ca doanh nghip?

Khi nim v hnh vi ca ngi mua hng:

L ton b hnh ng m ngi tiu dng bc l ra trong qu trnh iu tra,mua sm, s dng, nh gi hng ha v dch v nhm tha mn nhu cu ca h.

M hnh hnh vi mua ca ngi tiu dng:

M t quan h gia 3 yu t: cc kch thch, hp en thc, phn ng

p li c th hin qua s 2-1.


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S 2-1

Cc nhn t kch thch Hp en thc Phn ng p li

Marketing Mi trng

Sn phm

Gi c

Phn phi

Xc tin

Kinh t

Khoa hc - kthut

Vn ha

Chnh tr

Lut php

Cnh tranh

Cc ctnh cangitiu dng

Qu trnhca quytnh mua

La chn hng ha

La chn nhn hiu

La chn nh cung ng

La chn thi gian va im mua

La chn khi lngmua

Ni dung ca s:

- Cc nhn tkch thch: l tt c cc tc nhn, lc lng bn ngoi ngitiu dng c th gy nh hng n hnh vi ca ngi tiu dng.

- Hp en thc ca ngi tiu dng: l cch gi b no ca con ngiv cch hot ng ca n trong vic tip nhn, x l cc kch thch.

- Phn ngp li ca ngi tiu dng: l nhng phn ng ngi tiu dngbc l trong qu trnh trao i m ta c th quan st c.

c. Nhng yu t c bn nh hng n hnh vi mua ca ngi tiu

dngNhng yu t thuc v vn ha:

Vn ha thng c nh ngha l h thng nhng gi tr v c tin, truynthng v nhng chun mc hnh vi. Vn ha c hnh thnh v pht trin quanhiu th h, c truyn ti ny sang i khc. Vn ha thng c hp thngay t bui u trong i sng gia nh, gio dc, tn gio, trong cng vic v

bng giao tip vi nhng ngi khc trong cng ng. C th xem vn ha lnguyn nhn u tin, cbn quyt nh n nhu cu v hnh vi ca con ngi.

Nhng iu cbn v cm th, gi tr thc s, sa thch, thi quen, hnh vi ng

x m chng ta quan st c qua vic mua sm u cha ng bn sc vn ha.T, nhn bit nhng ngi c trnh vn ha cao, thi ca hi visn phm khc bit so vi nhng ngi c trnh vn ha thp.

Ngun gc dn tc, chng tc, sc tc, tn ngng, tn gio, mi trng tnhin,cch kim sng ca mi ngi gn vi nhnh vn ha, mt b phn nhca vn ha lun nh hng n s quan tm, nh gi nhng gi tr ca hngha v sthch.

Nhng yu t thuc va v, giai cp, tng lp x hi:

S tn ti nhng giai cp, tng lp x hi l vn tt yu ca x hi. C

thnh ngha: Giai tng x hi l nhng nhm tng i n nh trong khunkh x hi c sp xp theo th bc ng cp v c c trng bi nhng quanim gi tr, li ch v hnh vi o c ging nhau cc thnh vin.


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S hnh thnh ng cp x hi khng ch ph thuc mt yu t duy nht ltin bc m l s kt hp ca trnh vn ha, ngh nghip, nhng nh hnggi tr v nhng yu tc trng khc. a v ca con ngi cao hay thp phthuc vo ch h thuc tng lp no trong x hi. Vi mt con ngi c th, schuyn i giai tng x hi cao hn hay tt xung giai cp, tng lp x hi thphn l hin tng thng xy ra. iu quan tm nht ca nhng ngi lm

marketing l nhng ngi chung mt giai tng x hi s c khuynh hng x sging nhau, h c nhng sthch v hng ha, nhn hiu sn phm, la chn aim bn hng ...

Nhng yu t mang tnh cht x hi:

Ngoi nhng yu t hng ha, hnh vi ca ngi tiu dng cn c quinh bi nhng yu t mang tnh cht x hi nh cc nhm tham kho, vai tr xhi v nhng chun mc x hi.

Nhng yu t thuc v bn thn:

Quyt nh mua sm hng ha ca ngi tiu dng lun chu nh hng lnca nhng yu t thuc v bn thn nh tui tc, ngh nghip, hon cnh kinh t,li sng, c tnh v nhng quan im v chnh bn thn mnh. Tui tc c quanh cht chn vic la chn cc hng ha nh thc n, qun o, nhng dng c

phc v cho sinh hot, cc loi hnh gii tr... Con ngi thay i hng ha vdch v m h mua sm trong cc giai on trong cuc i h. Nhng ngi lmmarketing khi xc nh th trng mua c da vo vic phn chia khch hngthnh tng nhm theo cc giai on ca chu k sng ca gia nh pht trinchnh sch marketing khc nhau cho ph hp, cn li cn phi lu nhng ctrng i sng tm l c th s thay i qua cc giai on ca chu k sng gianh.

Ngh nghip c nh hng nht nh n tnh cht ca hng ha v dch vc chn. S la chn qun o, giy dp, thc n cc loi hnh gii tr ca mtcng nhn s rt khc bit vi v gim c iu hnh ca mt cng ty ni h lmvic. Cc nh lm marketing cn c gng nhn bit c nhm khch hngca h theo nhm ngh nghip no v quan tm n nhng nhu cu sthch mnhm khch hng trong mi nhm yu cu. Thm ch mt cng ty c th chuynmn ha vic sn xut nhng sn phm cho mt nhm ngh nghip no .Chng hn nh ngi cung ng c tha ra cc loi qun o, gng tay, knh chongnh y t, hay cc cng ty c trng khc...

Tnh trng kinh t chi th trng ca tiu dng ph thuc vo hai yu t l: kh nng ti chnh ca h v h thng gi c hng ha. Tnh trng kinh tda vo thu nhp, phn tit kim, kh nng i vay, tch lu ca ngi tiu dngc nh hng rt ln n loi hng ha v s lng hng ha m h la chnmua sm ... Nhng hng ha mang tnh thit yu s nhy cm v thu nhp thngthp hn nhng loi hng ha xa x.

Li sng ca con ngi th hin qua hnh ng, s quan tm, quan im.Li sng gn cht vi ngun gc x hi, nhnh vn ha, ngh nghip, tnh trngkinh t ... Li sng cha ng nhiu hn th na. Ch c li sng mi phc ha

y nht chn dung ca con ngi, s la chn hng ha ca ngi tiu dngth hin li sng ca h.

Nhng yu t thuc tm l:


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ng cl nhu cu trnn bc thit n mc buc con ngi phi hnhng tha mn n. V bn cht, ng c l ng lc thc y con ngi tha mn nhu cu hay c mun no v vt cht, tinh thn hay c hai. Cshnh thnh chnh l nhu cu hay mc ch ca hnh ng mua, nhu cu ca conngi v cng phong ph v a dng.

Nhn thc l kh nng t duy ca con ngi, n c thc nh ngha l

mt qu trnh thng qua mt c nhn la chn, t chc v gii thch cc thngtin to nn mt bc tranh c ngha v th gii xung quanh. ng cthc ycon ngi hnh ng. Song hnh ng ca con ngi din ra nh th no li phthuc rt ln vo nhn thc ca h v mi trng xung quanh. Hai khch hng cng cnh nhau cng i vo siu th nhng s la chn nhn hiu, s lnghng ha li hon ton khc nhau. Thi ca h v mu m, gi c, cht lng,mt hng, h thng dch v ... mi thu khng ging nhau. l kt qu canhn thc v nhng kch thch marketing, nhn thc khng ch ph thuc vo cctc nhn kch thch m cn ph thuc vo mi quan h tng quan gia cc tcnhn kch thch vi mi trng xung quanh v bn thn c th. S hp dn ca

mt nhn hiu khng ch do cc kch thch ca nhn hiu ti cc gic quan cakhch hng m cn ph thuc vo nhiu yu t khc nh: nhn hiu ctrng by nh th no? c bn siu th hay ca hng nh? ... Con ngi cth nhn thc khc nhau v cng mt i tng do 3 tin trnh cm nhn: s ch chn lc, s bp mo v s khc ha.

S hiu bit (kinh nghim): S hiu bit din t nhng thay i trong hnhvi ca con ngi pht sinh t kinh nghim. Kinh nghim trong thc con ngil trnh ca h v cuc sng, v hng ha, v cch i nhn x th. l ktqu ca nhng tng tc ca ng c(mc ch mua), cc vt kch thch (hng

ha c th) nhng gi (bn b, gia nh, thng tin qung co). C th thy rngkinh nghim ca con ngi l do s hc hi v s tng tri. Chng hn nh phn thng snh si v nhiu kinh nghim hn nam gii trong mua sm hng hatiu dng (thc phm, qun o ).

S hiu bit v kinh nghim gip ngi mua kh nng khi qut ha v sphn bit trong tip xc vi cc vt kch thch tng t nhau, nhng ngi ni trh s d nhn bit c thc phm no l cn thit cho nhu cu dinh dng.

Nim tin v quan im:

Thng tin thng qua thc tin v s hiu bit ngi ta c c nim tin v

thi . iu ny nh hng n hnh vi, nim tin v s nhn nh cha ngmt ngha c th m ngi ta c c v hng ha . V d: Nhiu ngi muavn tin rng gi c v cht lng hng ha c mi quan h vi nhau, gi thp sl hng ha c cht lng khng tt. S hnh thnh nim tin v cbn xut phtt s hiu bit, nn nh hng kh quan trng n hnh vi mua. Cc nh kinhdoanh cn quan tm c bit n nim tin ca khch hng i vi sn phm hayhnh nh nhn hiu. Thi t con ngi vo mt khung suy ngh thch haykhng thch, khi ngi mua s tm n nhn hiu m h c thi tt khing c xut hin. Quan im, thi rt kh thay i, n dn dt con ngihnh ng theo thi quen kh bn vng m ngi ta c th tit kim thi gian v

cng sc s suy nghkhi hnh ng. Thay i mt quan nim i hi thay i vnhn thc, phng thc ng x v cn c thi gian.

d. Qu trnh thng qua quyt nh mua


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Cc bc quyt nh mua: i n hnh ng, ngi mua phi tri quamt tin trnh bao gm nm giai on l: nhn bit nhu cu, tm kim thngtin, nh gi cc phng n, cc quyt nh mua, hnh vi sau khi mua. c thhin qua s sau:

S 2-2

Nhn bitnhu cu Tm kimthng tin nh gi ccphng n Quyt nhmua nh gi saukhi mua

T c th rt ra nhng vn cbnl:

Mua l mt qu trnh, trong mi bc ca qu trnh mua con ngi phi cnhng quyt nh c th.

Nm giai on ca quyt nh mua c s dng m t tng qut v y hnh vi mua trong tnh hung c th, mt ngi mua c th phi bao hm y cc bc trn, l:

Nhn bit nhu cu:

y l bc khi u ca tin trnh mua, tc nhu cu mun tha mn cangi tiu dng, nhu cu pht sinh t nhiu yu t kch thch c bn trong ln bnngoi. Nhn t kch thch bn trong nh c cm gic i kht s mun n hayung tha mn nhu cu.

Tm kim thng tin:

Khi s thi thc ca nhu cu mnh, c nhn c th tm n thng tin tha mn nhu cu v c mun ca mnh. Khi tm kim thng tin, ngi tiudng c th s dng nhng ngun cbn sau: ngun thng tin c nhn nh: gianh, bn b, hng xm ...; cc ngun thng tin thng mi nh: qung co,ngi bn hng, hi ch trin lm; ngun thng tin i chng: n phm c linquan n hng ha, d lun v ngun thng tin kinh nghim, trc tip thng quavic dng th ... Mc nh hng ca thng tin ni trn thay i ty theo loisn phm v c trng ca khch hng.

nh gi cc phng n:

Nhng ngi lm marketing cn c gng kim sot c nhng cch thcngi tiu dng s s dng trong nh gi cc thng hiu c kh nng cnhtranh vi nhau. Tuy c gp kh khn nhng vn c th khi qut c nhng xuth ph bin trong hnh vi ngi tiu dng khi h cn nhc, nh gi v san

pham, dch v chn mua.

Quyt nh mua:

Khi kt thc cc giai on nh gi cc phng n, ngi tiu dng cmt b nhn hiu la chn, c sp xp theo th t. nh thng c dnhcho nhng sn phm c th hng cao nht. Song nh mua khng phi l ch

bo ng tin cy cho quyt nh mua cui cng, bi v t nh mua hng nquyt nh mua hng cn chu s chi phi ca nhng yu t km hm.

nh gi sau khi mua:

S hi lng hoc khng hi lng sau khi mua v s dng sn phm snhhng n hnh vi mua tip theo ca ngi tiu dng. S hi lng cao khi sn

phm p ng tt s mong i v c mun ca ngi tiu dng. S hi lng


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hoc bt mn ca ngi tiu dng snh hng n thi ca h khi c nhucu mua li sn phm v h truyn b thng tin v sn phm cho ngi khc. Khikhch hng khng hi lng h c biu hin l hon tr sn phm hay tm hiunhng thng tin khc b sung. Tt c nhng tnh hung trn u bt li choqu trnh mua tip theo ca khch hng.

2.1.2. Th trng cc t chc v hnh vi ca ngi mua l t chc.a. Th trng v hnh vi mua ca cc doanh nghip sn xutTh trng:

Khi nim: Th trng cc doanh nghip sn xut bao gm tt c cc cnhn v t chc mua sm hng ha dch v s dng vo vic sn xut ra hngha khc bn, cho thu hay cung ng cho ngi khc nh: Nng lm ngnghip; cng nghip khai khong; xy dng; cng nghip ch bin; giao thngvn ti; thng tin lin lc; cng trnh cng cng; ngn hng, ti chnh bo him;dch v...

Cc c trng cbn ca thtrng cc doanh nghip sn xut:- Qui m th trng, danh mc hng ha khi lng tin t ln hn nhiu so

vi th trng hng tiu dng.

- Trn th trng hng t liu sn xut, ngi mua c s lng t nhng hngha mua nhiu hn so vi th trng tiu dng. Thng thng, th trng ccdoanh nghip sn xut c tnh cht tp trung theo vng a l, cu v th trngny mang tnh th pht v c co gin v gi rt thp, ngha l tng cu t bthay i.

- Cu v hng t liu sn xut thng bin ng mnh.

Hnh vi mua ca cc doanh nghip:

Nhng ngi tham gia vo th trng mua sm t liu sn xut mang tnhchuyn nghip. S lng hng t liu sn xut trong mi ln mua sm ph thucvo tnh hung mua. Cn c vo tnh cht ca vic mua, khi lng thng tinmua v cc dng thng tin cn thit, s lng ca nhng la chn c ngimua xem xt.

Cc dng chnh ca vic mua sm t liu sn xut:

Mua lp li khng c sthay i:

L tnh hung ngi c giao nhim v mua hng, thc hin cc n thng c tnh cht lp li khng cn c siu chnh, sa i trong cc ln mua.

Mua lp li c sthay i:

L tnh hung trong ngi mua a ra nhng n t hng lp li,nhng c nhng yu cu iu chnh thay i lin quan ti quy cch, tnh nng cahng ha, gi c v nhng iu kin cung ng khc; k c vic thay i ngicung ng.

Mua cho nhu cu mi:

Nhim v mi trong sn xut buc doanh nghip phi mua sm ln unhng t liu sn xut v dch v cn thit. Trong tnh hung mua mi, ngimua cn phi thu thp mt khi lng thng tin ln v cc sn phm v cc nh


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cung ng. Gi tr ca mt hng hay chi ph mua sm v mc ri ro cng caoth s ngi tham gia vo qu trnh thu thp thng tin v quyt nh mua cngng.

Nhng thng tin m ngi mua c bit quan tm gm: c tnh k thutca sn phm, gi c, iu kin v thi gian giao hng, iu kin thanh ton, ccdch v sau khi sau khi bn ca cc nh cung ng. Nhng n lc marketing ca

cc doanh nghip cung ng thng tp trung vo cc khu bn hng trc tip,cung cp dch v thng tin v h trqu trnh s dng sn phm sau khi bn.

Nhng ngi tham gia vo qu trnh mua:

Ngi sdng:

L ngi s dng t liu sn xut, trong nhiu trng hp hng vai trl ngi khi xng nhu cu v t liu sn xut cn mua sm.

Nginh hng:

L nhng ngi c nh hng n cc quyt nh mua sm. H thng gi

cc nhim v quan trng nh: xc nh c tnh k thut ca t liu sn xut,cung cp cc thng tin, nh gi la chn, kh nng s dng thay th cc mthng. Cc chuyn gia, chuyn vin k thut l thnh vin quan trng nht canhm ny.

Ngi quytnh:

L nhng ngi ng vai tr quyt nh vic la chn mt hng l nhngngi cung ng h l nhng ngi c thm quyn ca t chc mua.

Ngi mua:

L nhng ngi trc tip lm nhim v giao dch, mua sm t liu sn xut.H gi vai tr quan trng trong vic la chn a im bn hng, cc iu kinlin quan thi hn giao hng v phng thc thanh ton. Vi nhng t liu snxut quan trng, k hoch hot ng ca ngi mua phi c nhng ngiquyt nh c thm quyn ph duyt.

Cc nhn tnh hng n hnh vi mua tliu sn xut:

Nhn tmi trng:

Nhng ngi mua t liu sn xut chu nh hng ln ca nhng nhn tthuc v mi trng nh: tnh trng ca nn kinh t hin ti v tng lai, mc

cu cbn, lm pht, mc gay gt ca cnh tranh. Nhng ngi cung ng trnth trng t liu sn xut thng xuyn phi theo di mt cch cht ch nhngd bo kinh tiu chnh chin lc kinh doanh ca mnh. Ngi mua cnquan tm n nhn t mi trng khi nn kinh t suy thoi, nhu cu u t gim,ngi mua t liu sn xut gim sc mua cc loi trang thit b, nguyn vt liu,gia tng lng d tr nguyn vt liu qu him, y mnh vic mua sm trangthit b lin quan n bo v mi trng.

c im ca tchc mua sm tliu sn xut:

Cc nh lm marketing ca doanh nghip cung ng t liu sn xut cn tp

trung vo mt s khuynh hng sau:- S nng cp va v v t chc ca cc b phn cung ng vt t trong

doanh nghip: nhiu doanh nghip, ngi lnh o ca trung tm mua thuc


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ban lnh o doanh nghip, cc nhn vin lm nhim v cung ng c o toc h thng.

- Vic mua sm, giao dch, k kt hp ng mang tnh tp trung.

- T l cc hp ng mua di hn gia tng.

- p dng chnh sch khen thng v x l pht i vi cc hot ng

mua.Cc yu tquan h c nhn:

Vic mua sm t liu sn xut c thc hin bi cc thnh vin trong tchc, c cng v, quyn hn khc nhau, gia h c s tng h trong cng vicm doanh nghip giao cho trung tm mua, mi quan h c nhn nh hng n

phng thc ra quyt nh ca t chc. Lm vic n np, tch cc th cc quytnh mua s thc hin nhanh chng, c hiu qu v ngc li.

Nhng yu tthuc v c nhn:

Mi c nhn tham gia vo qu trnh mua c nhng ng cv sthch ring, nph thuc vo trnh hc vn, cng v cng tc, nhim vm nhim Vvy, nhng ngi bn t liu sn xut phi bit r tng c nhn cho hngv thuyt phc h mua.

Cc bc giai on ca tin trnh mua:

Mt tin trnh mua t liu sn xut hon chnh gm 8 giai on cbn sau:

Giaion 1: Nhn thc vn

Tin trnh mua c bt u t lc ai trong doanh nghip thc cvn , hay yu cu cn phi mua sm t liu sn xut v nhn thc ny l kt

qu ca kch thch bn trong hoc bn ngoi c th theo bng 2-1:

Bng 2-1

Nhng kch thch bn trong Nhng kch thch bn ngoi

- Quyt nh sn xut sn phm mi ca

doanh nghip lm ny sinh nhu cu vnguyn vt liu, thit b mi.

- i mi ti sn cnh.

- Thay i nhng ngi cung ng mi, khipht hin nhng li th v gi c chnhlch vt t so vi ngi cung ng c.

- Tc ng cho hng ca nhng

ngi cung ng qua trin lm, qungco v nhng hnh thc khc lmny sinh tng mi cho doanhnghip.

- tng mi xut pht ti thcnh tranh.

Giaion 2:M t khi qut nhu cu

Vi cc t liu sn xut c tiu chun ha cao, vic m t khi qutkhng gp kh khn. Nhng t liu sn xut phc tp, gi tr ln th vic m tnhu cu thng c s tham gia ca nhiu thnh vin lin quan n vic s dngv nh gi hiu sut ca t liu sn xut nh cc k s, chuyn gia k thut,


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ngi s dng... H cn phi nghin cu xp hng cc ch tiu theo tm quantrng ca chng i vi vic sn xut sn phm v hiu qu kinh t.

Cc ch tiu xp hng bao gm: tin cy, chnh xc, gi c v nhngtiu chun khc lin quan n vic mua v s dng t liu sn xut cho nhu cusn xut.

Trong bc ny, ngi mua t liu sn xut c nhu cu rt ln v cc thngtin lin quan n hng ha, v vy vai tr ca ngi cho hng cn tn tnh, trungthc gip ngi mua, xc nh nhanh chng v chnh xc nhu cu.

Giaion 3:nh gi cc c tnh tliu sn xut

Vic nh gi t liu sn xut c thc hin bi cc chuyn gia k thut doban lnh o ca doanh nghip quyt nh. Nhim v ca h l phn tch gi tr xc nh u th ca t liu sn xut. Trong qu trnh phn tch, ngi mua tliu sn xut cn tp trung vo vn chnh sau:

- Nhng gi tr m t liu sn xut c them li cho ngi s dng.

- Tng quan gia chi ph do vic s dng t liu sn xut v gi tr t liusn xut em li.

- Mc tng ng gia nhu cu s dng v cc c tnh ca t liu snxut.

- Loi hng ha no p ng y cc yu cu s dng t liu sn xut.

- C th t sn xut t liu sn xut cn s dng c khng.

- Tm ngi cung ng no l tt nht.

- C ngi mua no mua c t liu sn xut vi gi m cc nh cung ng

cho hng?...V vy, cc nh marketing phi cn c vo nh v sn phm ca mnh

trn th trng t liu sn xut.

Giaion 4:Tm kim ngi cungng

Giai on ny ngi mua t liu sn xut cn pht hin ra ngi cung ngthch hp nht trn cscc ngun thng tin cbn l:

- Cc n phm thng mi, qung co, trin lm, qua mng internet, tip xcvi ngi cung ng, thng tin ni b.

Kt qu vic phn tch l xp hng cc nh cung ng: Ty vo vic chnloi t liu sn xut m cc tiu chun lin quan n vic la chn nh cung cpc sp xp theo th t khc nhau xp hng.

Giaion 5: Yu cu cho hng

Giai on ny doanh nghip mua t liu sn xut s mi cc nh cung ngthuc din c chn trc tip cho hng. Ngi mua s so snh tiu chun mh yu cu v t liu sn xut vi nhng tiu chun m ngi cho hng a ra quyt nh chn ngi cung ng.

Cc hnh thc cho hng m ngi mua yu cu thng thng l gicatalog, mi cc i din gii thiu trc tip... bc ny i hi cc nhmarketing ca doanh nghip cung ng phi kho lo trong vic gii thiu hng


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ha ca doanh nghip, to cho doanh nghip cung ng li th cnh tranh trongvic tm kim khch hng.

Giaion 6:La chn nh cungng

Giai on ny cc thnh vin ca trung tm mua s nghin cu k lng ccbn cho hng v chn ngi cung ng. H khng ch phn tch, xem xt nnglc k thut, m cn c kh nng thc hin hp ng v dch v sau khi bn cacc doanh nghip cung ng ang cnh tranh vi nhau khng. Thng thng ccthnh vin ca trung tm mua thng quan tm la chn nh gi v:

- Tiu chun hiu sut;

- Tiu chun kinh t (gi c, chi ph...);

- Tiu chun thch hp (thun tin trong vic mua);

- Tiu chun php l (nhng rng buc v php lut).

Cng c nhiu doanh nghip mua t liu sn xut chn nhiu nh cung ng

trnh s l thuc v ri ro trong vic mua sm.Giaion 7: Lm th tc t hng

giai on ny ngi mua thc hin cc th tc t hng vi ngi bn.Cng vic ny do nhn vin mua hng chuyn nghip cng vi cc i din bnchuyn nghip trao i v k kt cc hp ng mua bn theo nhng k hn. Hai

bn cng tha thun v c th ha cc iu kin v yu cu lin quan n vicmua bn nh: s lng, quy cch, phm cht, gi c, danh mc hng, cc loidch v, thi hn giao hng v phng thc thanh ton.

Giaion 8:nh gi vic thc hin

Giai on ny ngi mua tin hnh xem xt vic thc hin ca bn bn. duy tr c khch mua cho nhng hp ng tip theo, ngi bn phi bit cmc hi lng ca ngi mua v cc hot ng mua bn m hai bn k ktv thc hin.

b. Th trng v hnh vi mua ca cc t chc thng mi

Th trng cc t chc thng mi v cc c tnh cbn:

Th trng cc t chc thng mi bao gm tt c cc t chc, c nhn muahng ha bn li hoc cho thu, nhm mc ch kim li.

Khi h mua c th xem hng vai tr ging nh nhng ngi mua t liusn xut. Hng ha m h la chn mua do ngi mua li ca h quyt nh chkhng phi chnh bn thn h.

Hnh vi mua ca t chc thng mi:

Cc quytnh mua ca tchc thng mi:

T chc thng mi quyt nh mua th hng vai tr l ngi i din muacho cc khch hng ca h. Khi la chn mua hng ha, h phi xem nhng sn

phm c thu ht c khch hng hay khng v t nn quyt nh kinhdoanh nhng mt hng no? Mua ca doanh nghip no bn? Phi a ra nhng

thng lng g v gi c v cc iu kin mua khc?T chc thng mi c th la chn 1 trong 4 chin lc la chn danh mc

mt hng kinh doanh sau:


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1.Kinh doanh chng loi hng ha ring bit: l ch mua v bn mt loihng ha do mt hng sn xut. V d: c nh bn l no ch bn tivi ca hngSONY.

2.Kinh doanh theo chiu su: Kinh doanh nhiu mt hng tng t do nhiuhng sn xut. V d: ngi trung gian kinh doanh tivi vi nhiu nhn hiu khcnhau.

3.Kinh doanh rng: Kinh doanh mt chng loi c nhiu mt hng c linquan vi nhau.

4.Kinh doanh hn hp: mt hng kinh doanh gm nhiu chng loi khcnhau (siu th).

Cc thnh vin tham gia vo tin trnh mua ca tchc thng mi

Trong cc doanh nghip ln, vic mua hng ha kinh doanh do nhng ngic trnh chuyn mn ph trch. Hc o to v t chc ging nh cctrung tm mua t liu sn xut ca cc doanh nghip, ngi tham gia mua hng

ha cn ph thuc vo hnh thc t chc kinh doanh nh: ca hng, siu th, nhi l.

Trong cc doanh nghip nh hoc h gia nh, ngi ch thng m nhimvic la chn v mua hng ha.

c trng trong hnh vi mua ca cc tchc thng mi.

+ Vi nhng loi hng thng thng, t chc thng mi cn c vo lnghng tn kho thc hin cc n t hng tip theo.

+T chc thng mi lun cn c vo s bin ng v doanh s v mc lim ht c lm cn c tha thun vi ngi cung ng v gi c.

+ Ngoi yu t gi c, t chc thng mi cn la chn mt s tiu chun ra quyt nh la chn ngi cung cp nh: s hp dn ca hng ha i vingi tiu th, cc iu kin h trv nhng u i m ngi cung ng dnh choh.

+ T chc thng mi c nhng bc tin v k thut mua v bn. Xu thph bin hin nay l nng lc kinh doanh ca ngi bn cng c hon thin, hl ngi trc tip tip xc vi khch hng cng vi s h trca phng tin tintin (my bn hng tng, vi tnh ni mng internet ...).

c. Th trng v hnh vi mua ca cc t chc nh ncTh trng cc t chc nh nc bao gm nhng t chc ca Chnh ph v

cc c quan a phng mua hay thu nhng mt hng cn thit thc hinnhng chc nng cbn theo s phn cng ca chnh quyn.

Chnh ph v cc c quan cc cp l ngi tiu th rt ln phn chi tiungn sch m cc t chc nh nc cc cp dnh cho hot ng ca mnh, dihnh thc hng ha hay dch v hng nm rt cao. Vi t cch l ngi tiu thhng ha, cc t chc Nh nc c nhng ngi cung ng hng ha c bitquan tm.

Th trng hnh vi mua ca cc t chc nh nc bao gm:Ngi tham gia vo tin trnh mua ca cc t chc nh nc:


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Nh nc t trung ng n a phng, m nhim cc chc nng x higiao ph cho h, gm cc t chc dn c (cc B, Ban ngnh, t chc hnh chnhcc cp), cc cp qun s (B Quc phng, Binh chng, Qun chng v T chcqun s cc cp), cc trng hc, bnh vin... Cc t chc ny thc hin ccnhim v khc nhau v vy th thc, th tc mua bn ca h mang tnh cht ring

bit m nh cung ng phi nghin cu.

Cc quyt nh mua ca ngi mua l cc t chc nh nc:Khi mua sm hng ha, dch v mi mt t chc nh nc cn phi thng

qua hng lot cc quy nh: Mua cc loi hng ha no? S lng mi loi l baonhiu? Chi ph mua v mua ca ngi cung ng no? V b gii hn v ti chnh(chc php chi tiu theo quy nh ca nh nc), nn quyt nh mua ca cct chc nh nc da trn csc th gim ti a phn chi tiu ca ngn schdnh cho h. Do , cc khch hng ny lun c xu hng tm kim cc nh cungng p ng yu cu ca h vi chi ph r nht.

Nhng yu tnh hng n hnh vi mua ca cc t chc nh nc:

iu ni bt trong vic mua sm ca cc t chc nh nc l ngi mua, tchc mua b gim st mt cch cht ch ca c t chc ln cng chng. Nhng tchc lm nhim v thanh tra gm: s gim st ca Quc hi, ca Thanh tra chnh

ph, cquan Kim ton ca nh nc, cng chng v cc t chc ca h cng cquyn hn rt ln trong vic gim st ny.

thun li cho vic kim tra, gim st nn vic mua sm ca nhng nginhn danh cc t chc nh nc phi thc hin rt nhiu th tc giy tv ccnguyn tc hnh chnh phc tp v vy ngi bn nn gi thi chp thun.

Cch thc thc hin quyt nh mua bn ca cc t chc nh nc:

Hot ng mua bn gia ngi cung ng v t chc nh nc, ngi muaca cc t chc nh nc thc hin tin trnh quyt nh mua ca mnh theo cchthc tng i ph bin nh sau: Khi nhn thc c nhu cu, cc t chc nhnc tin hnh vic thng tin m t cc nhu cu ca h v cc phng thc muamt cch cng khai cho tt c cc di tng cung ng. C hai phng thc muam cc t chc nh nc thng p dng l: u thu cng khai v hp ng davo thng lng.

Khi thc hin phng thc u thu cng khai, cc t chc mua ca nhnc yu cu nhng ngi cung ng c trnh chuyn mn gi n cho hng,

m t chi tit v ni dung mua bn v cc iu kin giao dch. Hp ng thngc trao cho nhng ngi c gi cho hng thp nht. Trong trng hp nyngi cung ng phi cn nhc kh nng p ng cc yu cu ca ngi mua vhng ha bao gm: nhng yu cu vc tnh k thut, yu cu v giao hng thng trong trng hp u thu.

Khi s dng phng php hp ng theo cc kt qu thng lng, t chcmua l nh nc thng lm vic vi mt hay nhiu doanh nghip v tin hnhthng lng trc tip k hp ng vi mt doanh nghip trong s theocc iu kin c hai bn nht tr. Phng php ny thng c s dngcho nhng d n phc tp, i hi nhng chi ph ln v nhu cu, thit k, thnghim v mc ri ro cao. Vic thi hnh hp ng c kim sot thngxuyn v trong trng hp ngi cung ng thu c li nhun qu mc th hpng c th xem xt li. Nhiu doanh nghip cung ng hng cho cc t chc ca


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Chnh ph do mt s nguyn nhn khng p ng c nguyn tc marketingtrong hot ng ca mnh. V cho rng tng chi ph cho cc cquan nh nc docc quan chc dn c xc nh, mua sm ch tp trung vo vn gi c, v thnn ngy cng c nhiu doanh nghip bt u thnh lp nhng b phn chuyntrch marketing, chu trch nhim v cng tc cung ng cho cc c quan nhnc.

2.2. TH TRNG MC TIU V HNH VI MUA CA KHCH HNG2.2.1. o lng v dbo nhu cu th trng

a. Nhng khi nim chnh trong o lng v dbo nhu cu th trng

Khi nim v th trng

Theo cch hiu cin, th trng l ni din ra cc qu trnh trao i, muabn, ni m cc ngi mua v bn n vi nhau mua, bn cc sn phm vdch v. Theo marketing, th trng th hin c tnh ring c ca nn kinh t snxut hng ha; khng th coi th trng ch l cc ch, cc ca hng. Th trng

cha tng s cung, tng s cu v mt loi hng ha hoc v mt nhm hng no. Th trng l mi trng ca kinh doanh, l tm gng soi cc cskinhdoanh nhn bit nhu cu x hi v nh gi hiu qu kinh doanh ca ccdoanh nghip. Th trng cn l i tng, l cn c ca k hoch ha, l cngc b sung cho cc cng ciu tit vm ca nn kinh t ca Nh nc.

Khi nim v tng cu th trng:

Tng cu th trng mt loi sn phm l tng khi lng sn phm m mtnhm khch hng nht nh s mua ti mt a bn nht nh, trong mt khongthi gian nht nh v mt mi trng marketing nht nh.

Tng cu th trng cn phi c xc nh v d bo c th cho tng loisn phm, tnh trn mt n v thi gian v mt khng gian nht nh m mtnhm khch hng s mua.

D bo cu th trng l vic xc nh mc cu tng ng vi mt mc chiph marketing d kin ca ngnh vi mt mi trng marketing nht nh.

Khi nim v cu ca doanh nghip, tim nng tiu th v dbo cuca doanh nghip:

Cu ca doanh nghip

Cu ca doanh nghip l phn cu ca th trng thuc v doanh nghip.Cu ca doanh nghip c xc nh: Qi = Si x Q

Trong : Qi: Cu ca doanh nghip i;

Si: Th phn ca doanh nghip i;

Q: Tng cu th trng.

Cng thc trn cho thy, th phn quyt nh cu doanh nghip, khi mi yut so snh u nh nhau th th phn ca doanh nghip s ph thuc vo quy mv hiu qu ca cc chi ph marketing ca doanh nghip so vi i th cnh

tranh.Tim nng tiu th ca doanh nghip:


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L gii hn tim cn ca cu doanh nghip khi n lc marketing tng lntng i so vi cc i th cnh tranh. Gii hn ti a ca cu doanh nghip ltim nng th trng, hai i lng ny bng nhau khi doanh nghip ginh c100% th trng.

Mc dbo cu ca doanh nghip (hay dbo mc tiu th dkin)

Mc d bo cu ca doanh nghip l vic doanh nghip d bo mc tiu thca mnh cn c vo k hoch marketing chn v mi trng marketing cginh. Tnh chnh xc ca mc d bo cu doanh nghip ph thuc rt ln vosn nh hay bin i ca mi trng marketing.

b. c tnh cu hin ti

c tnh tng nhu cu u t:

Tng nhu cu th trng c xc nh theo cng thc: Q = n x q x p

Trong : Q: Tng cu th trng trong mt nm;

n: S lng ngi mua i vi mt loi sn phm th trng nhtnh i vi gi thit nht nh;

q: S lng sn phm trung bnh mt ngi mua trong nm;

p: Gi trung bnh ca mt n v sn phm.

c tnh tng nhu cu th trng khu vc:

Cc doanh nghip thng gii quyt vn la chn cc a bn tt nht vphn b ngn sch marketing mt cch ti u cho cc a bn khc nhau. V th,h cn c c tnh nhu cu th trng khu vc.

Phng php ch yu c s dng c tnh tng nhu cu th trng khuvc l:

Phng php xy dng thtrng:

L phng php ch yu m nhng ngi cung ng t liu sn xut sdng d bo tim nng th trng khu vc. Phng php ny i hi phi phthin c tt c nhng ngi mua tim n tng khu vc th trng v c tnhkh nng mua ca h. tm kim c ngi mua tim n trn tng khu vc thtrng, cc doanh nghip cung ng t liu sn xut c th da vo danh binthoi v h thng phn loi ngnh tiu chun do Tng cc Thng k ban hnh.Vic c tnh kh nng mua ca khch hng cn cn c vo nh mc s dng tliu sn xut v khi lng u ra ca khch hng. Tng nhu cu th trng khuvc v mt loi t liu sn xut c th s l tp hp cc mc tiu th ca tt ccc khch hng trong khu vc .

Phng php chsa yu t:

Phng php ph bin c cc doanh nghip cung ng hng tiu dng sdng xc nh tim nng th trng ca khu vc l phng php ch sa yut. Theo phng php ny phi xc nh c cc yu t c mi quan h timnng vi th trng khu vc v kt hp chng thnh mt phng trnh a binkm theo mt trng s th hin mc nh hng ca yu t (bin s) timc tiu th ca th trng khu vc.

Sc mua tng i ca mt khu vc th trng c xc nh theo phngtrnh Bi = 0,5yi + 0,3ri + 0,2pi


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Trong : Bi: T l % trong tng s sc mua ca c nc nm khu vc i;

yi: T l % thu nhp c nhn c s dng ca khu vc i trongtng s ca c nc;

ri: T l % trong doanh s bn l ca c nc ti khu vc i;

pi: T l % trong dn s ton quc ca khu vc i;

0,5; 0,3; 0,2: Trng s ca cc bin yi, ri, pi.

c tnh mc tiu th thc t ca ngnh:

Bng cch so snh mc tiu th ca mnh vi ton ngnh, doanh nghip cthnh gi c thc trng kinh doanh ca mnh v xu th m h phi i mttrn th trng. V d: Mc tiu th ca doanh nghip A tng 5%/nm, cn mctiu th ca ngnh tng 10%/nm. Nh vy doanh nghip mt dn v th camnh trn th trng trong ngnh . Cc s liu c tnh v lng bn ra trongngnh thng thu thp qua cc cng b ca B ch qun, Hip hi thng mihoc cc t chc nghin cu marketing.

c. c tnh cu tng lai

D bo cu tng lai phc v cho vic lp k hoch di hn. D bo tt strthnh yu t then cht m bo cho s thnh cng ca doanh nghip. Ngcli, d bo km s mt chi gia tng doanh s, gim li nhun kinh doanh.

Cc mc dbo v cu tng lai:

hn ch sai st trong d bo, cc doanh nghip thng s dng cc mcd bo:

Dbo vm:

D bo vm c thc hin trn cc don v tnh trng lm pht, tnhtrng tht nghip, li sut, chi tiu ca ngi tiu dng.

Dbo mc tiu th ngnh:

Cc s liu vm sc s dng cng vi cc d kin gn vi mi trngngnh.

Dbo mc tiu th ca doanh nghip:

T mc tiu th ca ngnh, doanh nghip s suy ra mc tiu th ca mnhda vo th phn mc tiu m doanh nghip theo ui.

Cc phng php dbo v cu tng lai:

Thm d nh ngi mua:

Thm d nh ngi mua bng iu tra, phng vn, xc nh xc sut mua.Phng php ny c ngi c thm quyn chuyn mn nghin cu marketingm nhim.

Tng hp kin ca lc lng bn hng:

Cc doanh nghip c th yu cu cc i din bn hng c tnh xem thkhch hng hin c v tng lai s mua bao nhiu sn phm ca doanh nghiptheo tng chng loi, thuc phm vi phn phi ca cc i din bn hng.

Cc phng php khc:


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Thu thp t cc ngun nh: chuyn gia, hip hi thng mi, ngi cungng.

2.2.2. La chn th trng mc tiu

a. Tng quan v phn on th trng

Khi nim von th trng v phn on th trngon thtrng:

on th trng l mt nhm ngi tiu dng c phn ng nh nhau i vicng mt tp hp nhng kch thch ca marketing. Hay: on th trng l mtnhm khch hng trong th trng tng th c i hi (phn ng) nh nhau ivi cng mt tp hp cc kch thch marketing, nh vy phi c chng trnhmarketing cho mi on th trng .

Phn on thtrng:

Phn on th trng l qu trnh phn chia ngi tiu dng thnh nhmtrn c snhng im khc bit nhu cu, v tnh cch hay hnh vi. Hay: Phnon th trng l qu trnh phn chia th trng tng th thnh nhm nh hntrn c snhng im khc bit v nhu cu, c mun v cc c im tronghnh vi.

Quan nim chung v phn on th trng:

Th trng rt a dng, ngi mua c th rt khc nhau v nhu cu; khnng ti chnh, ni c tr, thi v thi quen mua sm. S lng on thtrng trn mt th trng tng th rt khc nhau ph thuc vo vic ngi ta s

dng cc tiu chun phn on nh th no. Nh vy, v thc cht phn on thtrng l phn chia theo nhng tiu thc nht nh ca th trng tng th qui mln, khng ng nht, mun hnh mun v v nhu cu thnh cc nhm (on,khc) nh hn v ng nht v nhu cu.

Th trng mc tiu:

Qua khi nim trn cho thy sau khi phn on, th trng tng th scchia nh thnh cc nhm (on, khc). Nhng khch hng trong cng mt onth trng s c sng nht (ging nhau) v nhu cu hoc c nhng phn ngging nhau trc cng mt kch thch marketing. Phn on th trng nhm mcch gip doanh nghip trong vic la chn mt hoc vi on th trng mctiu lm i tng u tin cho cc n lc marketing.

La chn th trng mc tiu l ni dung quan trng nht ca l thuytmarketing v l khu khng th thiu c ca tin trnh hoch nh cc chinlc marketing.

Nhng l do la chn thtrng mc tiu:

- Th trng tng th lun bao gm mt s lng rt ln khch hng vinhng yu cu, c tnh mua v sc mua khc nhau. Mi nhm khch hng cnhng i hi ring v sn phm, phng thc phn phi, mc gi bn.

- Bt k doanh nghip no cng phi i mt vi i th cnh tranh, ccdoanh nghip cnh tranh li khc bit v kh nng phc v, nhu cu v c munca nhng nhm khch hng khc nhau trn th trng.


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- Mi doanh nghip ch c mt hoc vi th cnh tranh xt trn mtphng din no trong vic tha mn nhu cu v c mun ca th trng.

V vy, kinh doanh c hiu qu, duy tr v pht trin c th phn, tngdoanh nghip phi tm cho mnh nhng phn on th trng, m h c khnng p ng nhu cu. Nhng on th trng sc doanh nghip chn lm thtrng mc tiu hay th trng trng im.

Cc giaion ca shnh thnh thtrng mc tiu: 3 giaion

- Giai on 1: Marketing i tr vi chin lc ny ngi cung ng pdng quan im sn xut, phn phi, qung co i tr, hng ti tha mn tt ccc khch hng c trn th trng. V vy, doanh nghip no c quy m sn xutln, gi r, h s c kh nng khai thc ti a th trng - chin lc ny emli hiu qu kinh doanh cao khi th trng c nhu cu mun c tha mn trnh thp.

- Giai on 2: Marketing a dng ha sn phm chin lc ny i hiphi to ra c sa dng cho sn phm, phong ph v kiu dng, kch c, cp, cht lng hoc s khc bit mt vi c tnh no . Chin lc marketinga dng ha sn phm gia tng chi la chn v tha mn nhu cu khchhng, em li hiu qu kinh doanh cao hn marketing i tr.

- Giai on 3: Marketing mc tiu hay Marketing trng im. Theoquan im ny, ngi cung ng cn phi chia nh th trng tng th, la chnmt vi on th trng c kh nng phc v tt nht, nghin cu v son thochng trnh marketing ph hp vi khc th trng la chn. Thc cht camarketing mc tiu chnh l s tp trung n lc marketing ng vi th trng,xy dng cho doanh nghip v sn phm ca doanh nghip mt hnh nh ring r

nt, gy n tng trn th trng trng im, ngun lc ca doanh nghip khaithc mt cch c hiu qa nht - tha mn c nhu cu v c mun ca khchhng v c kh nng cnh tranh.

Cc bc cbn ca marketing mc tiu th hin trn s 2-1

S 2-1: Cc bc cbn ca marketing mc tiu

Phn on th trng Chn th trng nh v th trng

- Xc nh c s cn cphn on v tin hnh

phn on th trng.- Nhn dng c im catng on th trng c xc nh.

- nh gi mc hp dn ca tng

on th trng.- Chn th trngmc tiu.

- Xy dng khi nimnh v v la chn v

th trn th trng mctiu.

- Xy dng chngtrnh marketing phcv chin lc nh v.

Ni dung tng bc ca marketing mc tiu nhsau:

Bc 1: Phn on th trng

Vn trng tm ca bc ny l phi la chn c cc c s phnon sao cho cc on th trng xc nh phi hm cha nhng c im ca

ngi mua gn lin vi nhng i hi ring v sn phm v cc hot ngmarketing.

Bc 2: La chn th trng mc tiu


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La chn th trng mc tiu l chn nhm khch hng hoc on thtrng no? Chn bao nhiu on lm th trng mc tiu, th trng trng im.

Bc 3:nh v th trng

Bc ny cn gi l xc nh v th ca th trng bao gm nhng hotng marketing mang tnh cht chin lc nhm tm kim, to dng v tuyntruyn nhng li ch c bit m doanh nghip cung ng cho th trng mc tiu.nh v tt th sn phm ca doanh nghip s c c mt hnh nh r rng, cgi tr trong tm tr ca khch hng mc tiu.

b. Yu cu ca phn on th trng

on th trng c hiu qu l nhm cc khch hng m doanh nghip ckh nng p ng c nhu cu v c mun ca h, ng thi c s lng ln to ra dng tin thu ln hn dng tin chi cho nhng n lc kinh doanhdoanh nghip.

Phn on th trng nhm gip doanh nghip xc nh nhng on th

trng mc tiu hp v ng nht hn th trng tng th. Hot ng marketingca doanh nghip s nhm vo mt mc tiu r rng c th hn, c hiu lc hn.iu khng c ngha l vic phn chia cng nh th trng tng th l cng cli, m quan trng ca cng vic ny l: mt mt phi pht hin tnh khng ngnht gia cc nhm khch hng, mt khc s lng khch hng trong mi on

phi kh nng b p li n lc marketing ca doanh nghip th vic phnon mi c hiu qu. Nh vy nu mt doanh nghip c thp ng cnhu cu ca mt nhm khch hng ng thi c li th nhm khch hng chnh l mt on th trng c hiu qu.

Cc yu cu i vi vic phn on th trng :

xc nh c mt on th trng c hiu qu vic phn on th trngphi t c nhng yu cu sau:

Tnh o lngc:

Tnh o lng c tc l quy m v hiu qu ca on th trng phio lng c.

Tnh tip cn c:

Tnh tip cn c tc l doanh nghip phi nhn bit v phc v con th trng phn chia theo tiu thc nht nh.

Tnh quan trng:

Tnh quan trng ngha l cc on th trng phi bao gm cc khch hngc nhu cu ng nht vi quy m ln, c kh nng sinh li c..

Tnh kh thi:

Tnh kh thi tc l c th c ngun lc hnh thnh v trin khaichng trnh marketing ring bit cho tng on th trng phn chia.

Cc tiu thc (tiu chun) dng phn on th trng:

V mt l thuyt phn on th trng tng th, bt k mt c trngno ca ngi tiu dng cng c th s dng lm tiu chun. Song m boc cc yu cu ca phn on th trng, trn thc t ngi ta ch chn mt s


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c trng tiu biu v xem nh l csdng phn chia mt th trng tngth. Cc csny l nhng nguyn nhn to ra s khc bit v nhu cu v ihi s khc bit v chin lc marketing. T nhng cs ngi ta xc nhcc tiu thc hay tiu chun dng phn on th hin qua bng sau:

Bng 2-2:Cs phn on th trng

Csphn on Tiu thc phn ona l

Min (min Bc, min Trung, min Nam), Vng (thnh th,nng thn), Tnh, Huyn, Qun, X, Phng...

Dn s - X hiTui; Gii tnh; Thu nhp (c nhn v h); Ngh nghip; Trnh hc vn; Tnh trng hn nhn; Qui m gia nh; Giai tngx hi; Tn ngng; Chng tc; Dn tc; Tnh trng vic lm...

Tm lThi ; ng c; C tnh; Li sng; Gi tr vn ho; Thiquen..

Hnh vi tiu dngL do mua; Li ch tm kim; S lng v t l tiu dng; Tnhtrung thnh vi sn phm...

Phn on theo a l:

Th trng tng th sc chia ct thnh nhiu n va l: vng, min,tnh, thnh ph; qun- huyn; phng- x ... y l c s phn on c pdng ph bin v s khc bit v nhu cu thng gn vi yu ta l (khu vc).V d: ngi min Bc thng n sng bng cc loi bnh, bn, ph.. t n cay;ngc li th v ngt, cay m li l sthch ca ngi min Trung v min Nam.

Phn on theo dn s- x hi:

Nhm tiu thc thuc loi ny bao gm: gii tnh, tui tc, ngh nghip,trnh vn ho, quy m gia nh, tnh trng hn nhn, thu nhp, giai tng x hi,tn ngng, dn tc, sc tc ...Dn s - x hi vi cc tiu thc ni trn lun cs dng ph bin trong phn on th trng bi hai l do:

Thnht: nhu cu, c mun v sc mua ca ngi tiu dng l cschnhto ra s khc bit v nhu cu v hnh vi mua. V d: gii tnh khc nhau, nhucu sn phm khc nhau. Ph n thng thch dng xe my hnh thc p, nh,tc va phi, diu khin. Nam gii li a chung cc loi xe phn khi ln,tc cao, dng kho...

Thhai: cc c im v dn s - x hi do lng. Cc tiu thc thucloi ny thng c sn s liu v chng c s dng vo nhiu mc ch khcnhau. Hu ht cc mt hng tiu dng u phi s dng tiu thc ny trong phnon. Tuy nhin ty thuc vo tng mt hng c th m ngi ta s dng mt vitiu thc c th trong nhm. V d: Tui tc v giai on ca chu k sng gianh c s dng ph bin phn on th trng chi, thc phm, giadng, qun o... Thu nhp li c cc th trng xe hi, xe my, ni tht, m

phm... chn lm tiu thc phn on.

Xu hng chung ngi ta thng s dng kt hp nhiu tiu thc thuc loiny trong phn on v cc tiu thc lun c mi quan h v nh hng quali vi nhau.


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Phn on theo tm l hc:

Csphn on ny c biu hin thnh cc tiu thc nh: Thi , ngc, li sng, s quan tm, quan im, gi tr vn ho ...

Vic s dng cc tiu thc theo tm l hc da trn cscho rng: cc yut thuc tm l ng vai tr quan trng nh hng ti hnh vi la chn v muasm hng ho ca ngi tiu dng.

Khi phn on, cc tiu thc thuc nhm ny thng c s dng htrcho cc tiu thc theo dn s - x hi. Trong mt s trng hp n cng ccoi l nhm tiu thc phn on chnh. V d: Hng may mc, m phm... thngkhch hng ch n cc c tnh ca sn phm gn vi cc thuc tnh tm lnh: lng t ho v quyn shu, c tnh, li sng hn l nhng kha cnh khc.V vy, nhng th trng ny ngi ta hay phn chia khch hng theo nhngnhm ng nht v li sng, cc chng trnh qung co p dng cho h nng vnhn mnh cc kha cnh ca mt li sng.

Phn on theo hnh vi tiu dng:

Theo c s ny, th trng ngi tiu dng s c phn chia thnh ccnhm ng nht v cc c tnh sau: L do mua sm, li ch tm kim, s lngv t l s dng, tnh trung thnh, cng tiu th, tnh trng s dng ( sdng, cha s dng, khng s dng ...). Khi la chn cc tiu thc phn on,nhng tiu thc thuc nhm ny c nhiu nh marketing cho rng cc ctnh v hnh vi ng x l khi im tt nht hnh thnh cc on th trng.

L do mua hng: Ngi mua trong trng hp ny c phn bit theonhng l do mua khc nhau, mua cho nhu cu c nhn, mua cho nhu cu gia nh,mua cho nhu cu cng vic, mua cho nhu cu giao tip. Vic phn on theo ldo mua hng c th gip cng ty khng ch trong vic p ng ng l do muaca khch hng m cn gip cho h to nn kiu s dng sn phm mi t nhngsn phm hin c tng cng kh nng tiu th. V d: Ngi ta tng mc tiudng ko cao su bng cch qung co loi ko ny cn c s dng luyntp cho khun mt ca bn.

Li ch tm kim: Tin ca cch phn on ny l li ch m ngi muatm kim khi s dng sn phm. thc hin c vic phn on th trngtheo li ch tm kim ngi ta phi tm cch pht hin v o lng h thng gi

tr v kh nng khch hng c th nhn bit c t cc nhn hiu khc nhautrong mt chng loi sn phm. V d: phn on theo li ch m ngi ta pdng cho th trng thuc nh rng.

Bng 2-3: Cc on th trng thuc nh rng phn on theo lich

on th trngtheo li ch cbn

itngchnh

c imhnh vi

c im tm l(li sng)

Nhnhiu athch


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1.Gii tnh n ng Dng nhiuT ch cao. Hngvo tiu thc gi tr

P/S

2. Y t(chng su rng)

Gia nhng con

Dng nhiu Bo th Crest

3. Thm m(trng, bng rng)

Thanh,thiu nin

Ht thuc lNng ng,

hot btMacbans

4. Hng v vhnh thc b ngoi Tr em Thch n ngtc hng v Vui v,yu i Colgate

Cch phn on theo li ch tm kim r rng l mt cch tip cn th trngtt nht c th xc nh r nhu cu c mun ca ngi mua c thi vitng nhn hiu hng ho. Vic cung cp cc loi nhn hiu tho mn yu cu vc mun ca khch hng d dng hn, v ngi cung ng c mt khi nimtng i c th v r rng v nhn hiu .

Slng v t l tiu dng: (mc , cng s dng). Phn chia theotiu thc ny, th trng tng th c tnh thnh cc nhm khch hng dng

nhiu, dng thng xuyn, dng t, dng va phi.Tiu thc s lng v t ldng gip cho ngi phn on c mt khi nim ng n v mt quy m thtrng thch hp - bao gm mt nhm ngi c nhu cu ln m bo chomt n lc marketing. Trong hu ht cc trng hp, cu ca on th trngkhng ch ph thuc vo s lng m cn ph thuc vo sc mua ca nhmkhch hng trong on . Nh vy, nhng on th trng d chim t l nh,nhng sc mua ln s c t l tiu th ln.

V d: Gi s c hai on th trng:- on th nht c 50.000 khch hng vi sc mua 20.000/khch hng.- on th hai c 10.000 khch hng vi sc mua 120.000/khch hng.

Xt v mt s lng khch hng: on th trng th nht ln hn on thhai (50.000 > 10.000).Xt v sc mua:

on th trng th nht t: 50.000 x 20.000 = 100.000.000on th trng th hai t : 10.000 x 120.000 = 1.200.000.000

Mt quyt nh hp l trong trng hp ny l cng ty nn dnh phn lnthi gian v n lc ca mnh cho 20% khch hng quan trng.

Nhng khch hng c cng mt mc tiu dng li thng c cng nhngc im v dn s, tm l v thi quen tiu dng. V d: Trong s nhng ngithng ung bia th a s l n ng t 25 n 50 tui, nhiu ngi c tnh cch

si ni. c im ny s gip ch cho cc nh marketing trong vic trin khai ccchin lc v gi, ni dung qung co, phng thc bn.Mc trung thnh vi nhn hiu:Mt th trng cng c th phn on

theo mc trung thnh ca khch hng th hin trong vic mua sm v s dng.Theo cch ny th c cc loi khch hng: khch hng trung thnh, khch hnghay dao ng, khch hng hon ton khng trung thnh. i vi khch hngtrung thnh, h c s nht qun trong vic la chn v tiu dng vi nhn hiu. Nhng khch hng dao ng thng l khch hng m vic tiu dng v muasm ca h khng nht qun vi mt loi nhn hiu. H c th chuyn t nhnhiu a thch ny sang mt nhn hiu a thch khc. Khch hng hon ton khng

trung thnh thng a thch nhng nhn hiu c sn; vic mua thun li hocnhng sn phm mi l. Th trng tng th bao gm tt c cc loi khch hngtrn vi nhng t l khc nhau. Vic phn on theo tiu thc ny gip cho cc


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cng ty bit c s chp nhn ca khch hng v sn phm ca h v cc nhnhiu cnh tranh. Ty tng loi khch hng, ty mc tiu ca cng ty la chncc chin lc marketing ph hp. Mc trung thnh vi nhn hiu ca khchhng c th xut pht t nhiu l do khc nhau, trong nhiu trng hp n c mtkhi nim rt mh, v vy n khng c s dng mt cch ph bin phnon.

Ngoi cc tiu thc phn tch trn: Mc sn sng mua, thi (achung, th, ty chay) ca khch hng cng c s dng phn on thtrng. Song trn thc t lng ho cc tiu thc ny thng gp kh khn,hoc phi b ra cc chi ph ln. Trong lnh vc thng mi, ngi ta thng sdng chng phn loi khch hng trong tng tnh hung giao dch trc tip.Mc trung thnh, thi li c s dng tng i ph bin phn onlnh vc marketing x hi.

Phn on th trng khch hng t chc:

V cbn, cc csca phn on th trng tiu dng u c them p

dng vo phn on th trng cc t chc. Nhng ngi mua l t chc cng cthc phn chia theo a l (vng, khu vc), theo hnh vi mua vi cc tiuthc ph bin nh li ch tm kim, mc tiu th. Song, do c s khc bitgia 2 th trng ny nn khi phn on th trng cc t chc, ngi ta c thtp trung vo mt s tiu thc ch yu nh bng sau:

Bng 2-4: Phn on th trng ngi mua l cc t chc.

Cc tiu thc Cc v d v chng loi

- Qui m Nh, va, ln.

- Mc mua bn bnh qun Nh, va, ln.- Mc s dng t, va, nhiu.

- Loi hnh t chcSn xut, bn bun, bn l, cc t chc phikinh t.

- a im cng ty Min, vng, tnh.

- Tnh trng muaMua mi, mua thng xuyn, mua khngthng xuyn.

- S chung thy vi ngi bn Mua t 1, 2, 3 ln hay nhiu hn.

- Tiu chun nh gi ngi bn Uy tn ca cng ty, uy tn ca sn phm, gic, dch v.

Khi phn on th trng t chc, cch thng thng ngi ta p dngtheo tin trnh hai giai on: Phn on vm v phn on vi m.

bc vm theo cc tiu thc: loi hng kinh doanh, ngi s dng trctip, ng dng ca hng ho, quy m khch hng thng thng c s dng.

bc vi m theo cc tiu thc: s chung thy vi ngi bn, tiu chunnh gi ngi bn c s dng chia nh hn na nhng on th trng

chn bc vm.Phn on th trng mra mt s chi th trng trc mt cng ty.

Bc tip theo ca tin trnh marketing c mc tiu l la chn th trng mc


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tiu. Trong bc ny cng ty phi a ra c cc quyt nh v s lng onth trng c la chn v on th trng hp dn nht.

c cc quyt nh xc ng v cc on th trng c la chn cnthit phi thc hin mt tin trnh cc cng vic ch yu sau: Th nht, nh gicc on th trng. Th hai, la chn on th trng chim lnh hay on thtrng mc tiu. nh gi cc on th trng: Mc ch ca vic nh gi cc

on th trng l nhn dng c mc hp dn ca chng trong vic thchin c mc tiu ca cng ty.

Cc tiu chun cbn nh gi cc on thtrng:

Ngi ta thng da vo 3 tiu chun cbn: Quy m v s tng trng;sc hp dn ca on; cc mc tiu v kh nng ca doanh nghip.

- Quy m v stng trng:

Mt on th trng gi l c hiu qu khi n phi quy m b p li

nhng n lc marketing khng ch trong hin ti m c trong tng lai ca cngty. V vy, vic xc nh ng n quy m v kh nng tng trng l mt vn quan trng i vi vic la chn th trng mc tiu ca cng ty. Cc cng ty lnthng hng n cc on th trng c quy m ln, b qua cc on th trngnh. Ngc li cc cng ty nh bc u thng tip cn vi cc on th trngnh cn b b ng v khng i hi qu nhiu ti lc ca h. nh gi quy mv s tng trng, cc cng ty phi thu thp v phn tch cc ch tiu cn thit

bao gm: Doanh s bn; s thay i ca doanh s bn; mc li v t l thay ica mc li; cc tc nhn tc ng n nhu cu.

- Shp dn ca on th trng tcc sc p hay e da khc nhau:

Mt cng ty t khi l ngi bn duy nht trn th trng. H thng xuynphi i ph vi cc p lc cnh tranh v si hi ca khch hng. Mt onth trng s trnn khng hp dn nu mc cnh tranh din ra trong on qu gay gt.

Sc hp dn ca th trng xt t gc cnh tranh c nh gi bngcc e da m mi cng ty phi i ph, bao gm:

+ e da ca s gia nhp v rt lui:

Mt on th trng sc coi l km hp dn nu s gia nhp ca cci th mi qu d dng. V nhng cng ty ny sem vo th trng cc khnng mi v dn n tnh trng tng vic phn chia th trng, lm t l phn thtrng gim xung. nhng on th trng xut hin cc hng ro gia nhp vrt lui, thng c li nhun tim tng cao, nhng li km theo nhng ri ro chos cnh tranh v s sng cn ca cc cng ty. Cn nhng on th trngkhng c cc hng ro gia nhp v rt lui, vic gia nhp v rt lui vo on thtrng ca cc cng ty s d dng, song tnh n nh li rt thp.

+ e da ca cc sn phm thay th:

on th trng s trnn khng hp dn nu thc s hin ti v trongtng lai sn phm c kh nng thay th d dng. Kh nng thay th ca snphm t ra mt gii hn c gi c v li nhun tng lai cho on th trng. S


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thay th ca sn phm cng gia tng, gi c v li nhun c xu hng gimxung.

+ e da t pha ngi mua:

Mt on th trng m quyn lc (sc mnh) chi phi v gi mua cakhch hng ln, th on th trng s khng c gi l hp dn. Khi khchhng c quyn lc th trng cao h s p gi, i hi cht lng hng ho caohn, s lng dch v sau khi bn nhiu hn, lm cho ngi cung ng vo thcnh tranh gay gt hn, chi tiu nhiu hn cho hot ng kinh doanh.

+ e da t pha ngi cung ng:

on th trng no c nhng ngi cung ng nguyn liu, thit b, vnc kh nng tng gi, ct gim s lng v cht lng hng ho v dch v m hcung ng hoc p t cc iu kin lin quan n giao dch th c th coi l khngc sc hp dn.

- Cc mc tiu v kh nng ca cng ty:

Mt on th trng hp dn vn c th s b loi b do chng khng nkhp vi mc tiu lu di v kh nng ca cng ty. Nu cc cng ty c c gngtheo ui sc hp dn ca cc on th trng vt qu kh nng v mc tiu cah th ngun lc ca cng ty s b phn tn, khng tp trung c cho cc mctiu hin thc. Ngay c cc on th trng ph hp vi mc tiu cng ty cngcn phi xem xt h c kh nng xt trn cc phng din qun l, ti chnh,nhn lc, cng ngh c th kinh doanh thnh cng trn on hay khng?.Dt khot phi loi b nhng on th trng cng ty ang cn thiu nhng nnglc cn thit v tnh trng cha th khc phc c c nng lc cn thit cn

phi c hiu ckha cnh ca cnh tranh. Mt cng ty ch c th kinh doanh

thnh cng thc s nu h c kh nng trin khai cc n lc marketing ni trihn cc i th cnh tranh ca mnh.

c. La chn on th trng mc tiu

Sau khi nh gi cc on th trng khc nhau cc cng ty cn phi quytnh la chn cc on th trng c th tin hnh kinh doanh. l vn la chn th trng mc tiu. Th trng mc tiu l th trng bao gm cckhch hng c cng nhu cu hoc mong mun m cng ty c kh nng p ng,ng thi c th to ra u th hn so vi i th cnh tranh v t c cc mc

tiu marketing nh.Cc phng n la chn th trng mc tiu:

Tp trung vo mton thtrng:

Trong trng hp n gin nht, cng ty c th chn mt on th trngn l. on th trng c chn c th cha sn mt s ph hp t nhin gianhu cu v sn phm ca cng ty nn d dn n s thnh cng (v d: t cahng bn qun o n trong khu ni tr ca sinh vin ch yu l n). Cng c thc on th trng ph hp vi ngun vn cn hn hp ca cng ty hoc on thtrng cha c i th cnh tranh v cng c th l on th trng c chnnh l im xut pht hp l lm cho s mrng kinh doanh tip theo.

Chuyn mn ho tuyn chn:


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Theo phng n ny cng ty c th chn mt son th trng ringbit, mi on c s hp dn v ph hp vi mc ch v kh nng ring cng ty.Phng n ny thch hp vi cc cng ty c t hoc khng c nng lc trong vic

phi hp cc on th trng vi nhau, nhng cc on cha ng nhngha hn v thnh cng kinh doanh. So vi phng n tp trung vo mt on thtrng, phng n ny t ri ro kinh doanh hn. Khi mt on th trng la

chn be da bi s cnh tranh gay gt, s hp dn khng cn na, cng ty vnc th tip tc kinh doanh nhng on th trng khc.

Chuyn mn ho theo sn phm:

Theo phng n ny cng ty c th tp trung vo vic sn xut mt loisn phm c c tnh nht nh p ng cho nhiu on th trng. (v d:Bitis sn xut giy, dp cho tt c mi ngi mi la tui).

Chuyn mn ho theo thtrng:

Trong trng hp ny cng ty dnh n lc tp trung vo vic tha mnnhu cu a dng ca mt nhm khch hng ring bit (V d: Ca hng may quno sang trng dnh ring cho gii thng lu).

Bao ph ton b thtrng:

Vi phng n ny cng ty c gng p ng nhu cu ca mi khch hngv tt c cc sn phm h cn. Thng ch c cc doanh nghip ln c tn tui mi c kh nng p dng phng n bao ph ton b th trng. V d: HngIBM (th trng computer), Coca Cola (th trng ung).

Cc chin lc p ng th trng:

p ng th trng, cng ty c th s dng 3 chin lc sau: Marketingkhng phn bit, Marketing phn bit v Marketing tp trung.

Marketing khng phn bit:

Ngi bn c th b qua nhng khc bit gia cc on th trng v hotng trong ton b th trng tng th ch bng mt chng loi sn phm.H tp trung vo nhng ci ng nht trong nhu cu hn l nhng imkhc bit. H thit k mt sn phm, son tho mt chng trnh markting c th li ko mt s lng hng ng o nht theo s:

S 2-2: Ba chin lc p ng th trng

H thng Marketing -mix Th trng tng th

Marketing khng phn bit

H thng Marketing - mix I

H thng Marketing - mix II

H thng Marketing - mix III

on th trng Ion th trng II

on th trng III

H thng Marketing - mix

on th trng Ion th trng II

on th trng IIIMarketing phn bit

Marketingtptrung


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p dng mt chng trnh phn phi v qung co rng ri quy m ln,h khc ho hnh nh sn phm ca cng ty trong mi gii khch hng, bng vicnhm vo cc hot ng ti trmang tnh cht x hi rng ln (ti trcho ththao; cho cc ti nng tr; cho hot ng ngh thut; phc li cng cng).

Marketing khng phn bit c xem nh ng dng marketing theo kiutiu chun ho v sn xut i tr. V vy n c nhng u im ni bt v tit

kim chi ph do khai thc c li th ca hiu qu gia tng theo quy m v gimbt c cc loi chi tiu cho vn chuyn, lu kho, qung co v nhng chi phmarketing khc (chi ph nghin cu phn on th trng, nghin cu thit k sn

phm). u im ny l cs thc hin mt chnh sch gi r, c p dngrt c hiu qunhng th trng nhy cm v gi, qua s sau:

Tuy nhin chin lc marketing khng phn bit cng c nhng hn chng k. Th nht, khng d dng to ra mt nhn hiu c kh nng thu ht migii khch hng. Tht him khi c mt sn phm hay nhn hiu l tt c cho mingi. Th hai, khi c nhiu cng ty cng p dng kiu marketing khng phn

bit s lm cho cnh tranh trnn gay gt hn nhng on th trng quy mln, song li b qua nhng nhu cu ring bit quy m nh gy nn tnh trng mtcn i trong vic i ph vi nhng ri ro khi hon cnh kinh doanh thay i(quy m cng ln s thay i cng kh khn).

Marketing phn bit:

Theo chin lc ny cng ty quyt nh tham gia vo nhiu on th trngv son tho nhng chng trnh marketing ring bit cho tng on. Thay vvic cung ng mt loi sn phm cho tt c mi khch hng bng vic cung ngnhng sn phm khc nhau cho tng nhm khch hng ring bit.

Chin lc marketing phn bit t ra c u th hn chin lc marketingkhng phn bit trong vic p ng nhu cu v c mun a dng ca th trng.Bng vic a dng ho sn phm v cc n lc marketing, cng ty c kh nnggia tng doanh s bn v xm nhp su hn vo nhiu on th trng. Ngycng c nhiu cng ty p dng chin lc marketing ny.

Tuy nhin cng phi kn nhng i hi ca chin lc ny v n lcca cng ty. Ni bt l cng ty phi i ph vi s gia tng v chi ph b ra trongsn xut v thng mi, trong c nhng chi ph tng nhanh v ng k nh:chi ph ci tin sn phm, chi ph sn xut ( sn xut 10 n v ca 10 loi sn

phm khc nhau i hi phi b ra chi ph ln hn so vi vic sn xut 100 nv sn phm cng loi). Chi ph lu kho, chi ph cho hot ng marketing (qungco, nghin cu th trng).

Vn trng tm p dng chin lc ny l cng ty phi cn i cson th trng v quy m ca tng on. Vic chn s lng on qu lndn n phi cung ng qu nhiu mt hng cho mt quy m ca tng mt hngqu nh, thng khng c hiu qu. Xu hng hin nay, cc cng ty tm cchgim phn on hoc m rng phn cbn tiu th mt khi lng lnhn cho mi loi nhn hiu.

Marketing tp trung:

Khi p dng chin lc ny, cng ty thay v vic theo ui nhng th phnnh trong th trng ln bng vic tm cch chim ly th phn th trng ln ca


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mt vi thm ch mt on th trng nh. Chng hn, nh may c th ch phcv cho khch hng n thi thng.

u th ca chin lc marketing tp trung l ch qua vic dn sc chvo mt khu vc th trng nn cng ty c th ginh mt v tr vng mnh trnkhu vc th trng , to c thc quyn nhhiu bit r nhu cu v cmun ca khch hng, thit k cung ng nhng sn phm t c uy tn c bit

v mt hng . Ngoi ra, cng ty cn khai thc c nhng li th ca vicchuyn mn ho trong sn xut, phn phi v cc hot ng xc tin bn. Nu sla chn th trng mc tiu ca cng ty m bo c tnh cht ca on thtrng c hiu qu h thng t c t sut li nhun cao.

Ri ro m cng ty c th gp phi do p dng chin lc ny phi knl: on th trng mc tiu c th khng tn ti hoc gim st ln do nhu cuthay i (v d: bng nhin ph n khng s dng loi qun o m cng ty cungng) hoc c mt hng cnh tranh, th lc kinh t mnh t nhin cng quytnh lao vo hot ng kinh doanh khu vc th trng . V nhng l do ny

nn nhiu cng ty c xu hng a dng ha kinh doanh ca mnh vo vi ba onth trng hn l ch duy nht tp trung vo mt on th trng.

Cc cn cla chn chin lc p ng th trng:

Vic la chn chin lc p ng th trng c thi hi phi da trnvic phn tch cc yu t ch yu sau:

Kh nng ti chnh ca cng ty:

Cc cng ty ln, c kh nng ti chnh mnh thng p dng chin lcmarketing ton b hoc c phn bit. Ngc li, cc cng ty nh v cc cng tykh nng ti chnh c hn th chn chin lc tp trung trnh s phn tn nnglc vn nh b.

Mc ng nht ca sn phm:

Chin lc khng phn bit rt ph hp vi nhng sn phm c tnh ngnht ln: vic nh gi sn phm da vo nhng c tnh thng c tiu chunho (v d: nng sn, cc vt liu cbn: st thp); khi mua v s dng hng ho,khch hng thay i ngun cung ng v nhn hiu. Ngc li, nhng loi hngho ngi mua d dng nhn thy s khc bit (v d: xe my, qun o, khchsn) cng ty p dng chin lc phn bit hoc tp trung s ph hp hn.

Giaion ca chu k sng sn phm:

Vic dng chin lc marketing no cn ph thuc vo sn phm cng tykinh doanh tng ng vi giai on no ca chu k sng ca sn phm. V d: giai on u ca chu k sng sn phm, cho bn sn phm mi c hiu qungi ta thng s dng chin lc marketing khng phn bit hay marketing tptrung. Cn khi sn phm giai on bo ho, chin lc marketing c phn bits tm c li th cnh tranh ln hn.

Mc ng nht ca thtrng:

th trng n on, nhu cu ca khch hng i vi sn phm, ccthc tiu dng sn phm l tng i ng nht. H thng mua nhng s lnghng nh nhau trong cng mt khong thi gian v thng c nhng phn ng


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ging nhau trc cng mt kch thch marketing. Cng ty nn p dng chin lcmarketing khng phn bit th trng n on. Ngc li nhng th trnga on - nhu cu ca khch hng khng ng nht. Ngi lm marketing c thchia th trng tng th thnh nhiu nhm c nhng c tnh khc nhau, nhhng ti cch thc la chn, mua sm v tiu dng hng ho ca h (v d: thtrng qun o, m phm, xe my). Trong trng hp ny cng ty nn p dng

chin lc marketing c phn bit.Chin lc marketing ca i th cnh tranh:

Mt chin lc marketing c th ho cho php cng ty xc lp c mtth mnh th trng. Nhng khng c chin lc no bao qut c mi chith trng. Khi la chn cho mnh mt chin lc c th, cng ty phi xem xtcc chin lc m i th cnh tranh s dng. Nu nhn thy th trng, ith cnh tranh p dng chin lc ca h rt c hiu qu th cng ty c th pdng theo cch , khng nn p dng cc phng thc b chin lc ca i thcnh tranh lm trit tiu hiu qu ca n. Chng hn, nu i th cnh tranh p

dng chin lc phn bit tch cc, th marketing khng phn bit s khng chiu qu. Ngc li, i th cnh tranh p dng chin lc khng phn bit thli th cnh tranh m cng ty c th vn ti c nu p dng chin lc phn

bit.

2.3 NH V TH TRNG MC TIU

2.3.1. Khi nimnh v th trng l thit k mt sn phm c nhng c tnh khc bit so

vi hng ho ca i th cnh tranh v to cho n mt hnh nh ring i vi

khch hng. nh v th trng cng c ngha l xc nh v tr ca sn phm trnth trng so vi sn phm cng loi ca i th cnh tranh. V tr ca sn phmtrn th trng l mc sn phm c khch hng nhn nhn tm cno,chim mt v tr nh th no trong tm tr khch hng so vi cc sn phm cnhtranh.

T khi nim nh v th trng cn lm sng t nhng quan nim cbntrong khun kh ca khi nim ny. L khch hng b ngp trong nhng qungco thng mi, h chng thnh gi li sn phm trong mi ln quyt nhmua hng. Nn n gin vic chn mua, khch hng xp loi cc sn phmhay nh v tr cc sn phm, cc dch v, cc cng ty trong tm tr h. V d

mt sn phm l tp hp nhng n tng, khi nim v cm gic ca khch hngv sn phm so vi cc sn phm cnh tranh cng loi. Sn phm hp dnkhch hng khng ch do bn thn sn phm m cn do tng quan so snh vicc sn phm cng loi khc.

Sn phm hp dn v c trng th s chim c mt v tr nht nh trongc ngi tiu dng v c nh hng mnh mn quyt nh mua ca h. Ngitiu dng nh v sn phm c th do nh hng hoc khng do nh hng cahot ng marketing. Song mun ginh c li th cnh tranh nhng ngi lmmarketing phi th chng trong vic nh v sn phm ca cng ty trong thtrng trng im chn v hoch nh h thng Marketing - mix t cnhng v th dnh .


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2.3.2. Cc loi nh v

nh v sn phm l khc ha hnh nh ca sn phm trong tm tr khchhng th trng mc tiu, bt ngun t s thu hiu nhng cm nhn v nhgi ca h v hng ho. Mt cng ty c th la chn mt trong nhng loi nh vcho sn phm ca h bao gm:

a. Xc nh v la chn hnh nh da trn thuc tnh ca sn phm

Trong trng hp ny nhn hiu li cun khch hng da vo vic nhn mnhcc c trng sn phm trong vic tho mn nhu cu hay c mun ca khchhng. V d: Crest bo v rng khng b su, Dasco em li hi th thm tho,my git Electrolux bn cao, sa Hng ngc (Vinamilk gi r ...).

b. Xc lp hnh nh thng qua cc biu tng

C nhiu loi sn phm trong cc c trng ca cc nhn hiu khc nhau,

khng c s khc bit hoc s khc bit l khng ng k. V d: ko, sa c cng, x phng tm... hoc nhng sn phm m vic tiu dng n, nhn mnhli sng - hnh vi ca ngi s dng nh bia, m phm... nn nh v sn phmtheo hnh nh tng trng (biu tng) hn l theo c tnh ca sn phm.

Hu ht cc loi bia khng khc nhau nhiu lm v mu sc, mi v v.Ch c nhng ngi snh bia mi pht hin c s khc bit khng ng k.V vy nhng ngi lm marketing xy dng hnh nh ca nhn hiu lin tngvi cc trng thi v tnh cm c din t trong cc bi cnh qung co. Chnghn, bia Tiger khng da vo c trng ca sn phm bia, m s dng biu tngca ngi ham th thao, dng cm trc kh khn v kht khao ca chin thng.

2.3.3. Cc chin lc nh v

Vi cc loi nh v ni trn; cng ty cn phi tm kim mt v tr no cho sn phm ca mnh trong mi tng quan vi v tr ca i th cnh tranh.C hai hng chin lc la chn:

a.Cnh tranh vi sn phm c sn (chin lc nh v cnh tranh trctip)

Chin lc ny cng ty cn thuyt phc khch hng bng cch nhn mnhli th sn phm ca cng ty so vi sn phm i th cnh tranh. Trong chinlc nh v ny, mt v tr ca i th cnh tranh sc s dng lm im sosnh vi cc sn phm ca cng ty. V d: AMD t so snh vi Intel khi giithiu b x l 486 DX - 100 ti Vit Nam. Bt git Tide so snh vi bt gitthng.

Chin lc ny sc coi l ph hp nu: V tr ca sn phm c sntrong tm kh nng ca cng ty. Th trng ln cho c hai cng ty cng khaithc. Sn phm ca cng ty phi c u th m khch hng c th nhn bit cmt cch r nt so vi sn phm cng v tr. V d: cht lng bng vi sn

phm cnh tranh, gi bn r hn hn.


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b.Chim lnh mt v tr mi

Cng ty c th nhm cho sn phm ca mnh mt v tr hon ton mi,cha sn phm no c. y l chin lc gn vi vic cng ty tm ra mt chtrng trong th trng khng c i th cnh tranh. p ng c chin lcny, cng ty phi c c nhng iu kin cbn sau:

+ Cng ty phi c nng lc c v mt cng ngh ln nng lc v qun lv ti chnh.

+ Phi c th trng chp nhn.

Ngoi hai chin lc cbn ni trn, cng ty cn c thnh v sn phmbng cch a ra nhng sn phm b sung cho nhng sn phm khc trong lchs. V d: Sodium bicarbonat ca Airm v Ammer nh v thnh cng nh mtloi thuc ty mi trong t lnh. OMO - Matic, chuyn dng cho my git.

2.3.4.Cc bc ca tin trnh nh v sn phm

nh v sn phm thnh cng, cng ty cn phi ln k hoch nh v snphm bao gm cc ni dung cbn sau:

- Da vo phn on th trng, la chn on th trng mc tiu (kt quca bc 2 trong tin trnh phn on th trng v la chn th trng mc tiu),xc nh v tr hin c ca sn phm ca chnh mnh v ca i th cnh tranhtheo nhng tiu chun m ngi mua cho l quan trng khi nh gi sn phm.V d: khch hng mua xe p s ch c bit ti hai tiu chun l bn vgi c. Kt qu nghin cu marketing cho bit hnh nh nhn hiu ca cng ty vnhn hiu ca cc i th cnh tranh trong gii khch hng.

- Cn c vo iu kin ca cng ty v kt qu xc nh v tr cc hng hahin c, cng ty s quyt nh chin lc c nh v cnh tranh vi sn phmsn c hay nhy vo xc lp v tr mi?

- Sau khi xc nh chin lc nh v, cng ty bt u vo son tho hthng marketing - mix. H thng marketing - mix phi c s nht qun trong vickhc ho hnh nh v cng ty v nhn hiu ng tm vi v tr m cng ty chn. V d: Nu cng ty thng qua chin lc cnh tranh vi cc nhn hiu snc, th phi c gng to ra s khc bit so vi i th cnh tranh hoc v cc ctnh sn phm (gi c, cht lng, bao b, dch v...); tuyn chn knh phn phithch hp; lm qung co ... tt cu mnh hn i th cnh tranh. Chin lc

nh v phi c c mt li th cnh tranh cng di cng tt.TM TT CHNG 2

Nghin cu hnh vi ca khch hng c xem l ni dung quan trng nhtca nghin cu marketing. Nhnghin cu ny, nhng ngi lm marketing cth gii p nhng cu hi mang nn tng cho vic xut cc chin lcmarketing. Xy dng chin lc chung ca doanh nghip bao gm cc ni dungxc nh cng lnh ca doanh nghip, ra nhim v cho doanh nghip, khoch pht trin lnh vc kinh doanh v tng ngnh sn xut phi xy dng khoch marketing cho tng hng ha, nhn hiu v th trng. T, i hi tchc b my hot ng marketing l t chc theo chc nng, theo a l, theomt hng sn xut hoc theo th trng m bo chc chn cho k hochmarketing. Sau tin hnh kim tra marketing ... vic kim tra ny cc doanh


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nghip s kp thi a ra cc quyt nh ci thin tnh trng marketing theohng nng cao hiu qu hn.

CU HI THO LUN

1. Phn tch nhng yu t c bn nh hng n hnh vi mua ca ngi tiu

dng?

2. Doanh nghip mua t liu sn xut phi tri qua cc giai on no trong tintrnh mua. Ti sao?

3. Ti sao phi phn on (phn khc) th trng? Nu v d chng minh?

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Chng 3

CC QUYT INH V SN PHM

3.1. SN PHM THEO QUAN IM MARKETING

3.1.1. Khi nim chunga. Khi nim v sn phm

Theo quan nim cin, sn phm l tng hp ca cc c tnh vt l, ha hc,c th quan st, c tp hp trong mt hnh thc ng nht l vt mang gi tr sdng. Trong nn sn xut hng ha, sn phm cha ng cc thuc tnh hng ha, ls thng nht ca hai thuc tnh: gi tr s dng v gi tr. Ni khc i, sn phm vit cch l mt hng ha, n khng ch l s tng hp cc c tnh ha hc, vt l, ccc tnh s dng m cn l vt mang gi tr trao i hay gi tr.

Theo quan im marketing sn phm l tt c nhng ci, nhng yu t cth tha mn nhu cu hay c mun c a ra cho bn trn th trng vimc ch thu ht sch mua sm, sdng ca ngi tiu dng. Sn phm theoquan nim marketing l sn phm cho ngi mua, ngi s dng. S m rng, schuyn ha, thay th v pht trin nhu cu ngi tiu dng l rt a dng v phong

ph, mra mt phm vi khai thc rng ln cho cc chin lc sn phm ca doanhnghip.

b. Cc yu t khch hng thng quan tm khi mua hng

Khi mua hng ha, khch hng rt quan tm n nhng vn sau:

Yu t hnh thc - Kiu mu:

Khch hng thng c khuynh hng mua nhng sn phm c hnh thc, kiudng p, xinh xn nht l i vi cc mt hng tiu dng. Hnh thc v kiu mu casn phm l yu t quan trng khi khch hng quyt nh mua sn phm. Chng hni vi cc mt hng dng gia nh v cc hng tiu dng nh: t, bn gh, quno, ng heo tay, tivi, t lnh, radio, khch hng rt ch n hnh thc - kiudng.

Yu t gi tr kinh t:

Khch hng thng mun mua cc sn phm c gi tr kinh t cao, ng gi trng tin h b ra. Khi khng cn s dng na, nu li cho ngi khc h khng bl vn nhiu hoc qu thit thi.

Yu t an ton:

Cc sn phm km an ton c th hu hoi uy tn v hot ng kinh doanh cadoanh nghip. An ton l yu t quyt nh khi doanh nghip sn xut cc mt hngin, thit bng c, hng thc phm vt dng gia nh v vn phng. Cn phi bom sn phm ca doanh nghip a ra th trng khng c cu trc km an ton, chtliu khim khuyt hoc hng dn khng chnh xc v cch s dng.

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Yu t bo hnh:

Nhiu khch hng ch trng v gi tr v phm cht thng xem vic bo hnhl yu t quan trng khi quyt nh mua sn phm. Yu t bo hnh c thc sdng nh mt v kh quan trng nh bi cc i th cnh tranh. Trong trng hp

bn mt s loi dng c hoc thit b gia dng, cn phi suy xt n yu t bo hnhtheo cc tiu . Giy bo hnh phi c cung ng cho ngi tiu th khi mua, phicha y cc thng tin v cch thc v ni chn khch hng cn lin h khi c sc. Giy bo hnh phi nu r phm vi trch nhim (hon ton hoc gii hn) v iukin cng nh thi gian bo hnh. Bo m hi lng, nu khng chng ti s hontin li! c xem nh bo hnh trch nhim hon ton.

Yu t la chn:

S thch ca ngi tiu th rt a dng. V d: motor c cng sut khc nhau,in thoi c mu sc khc nhau, gh c kiu mu khc nhau, gng knh, y phc ckiu cch khc nhau. Mt hng sn phm cng a dng th chng ta cng dp ngc sthch v th hiu ca khch hng.

Yu t phm cht:

Doanh nghip phi c bit ch m bo phm cht sn phm. Tuy nhin vicnng cao cht lng khng c lm tng gi thnh qu cao, vt qu kh nng cath trng mc tiu. Lun gi phm cht sn phm l iu kin sng cn ca doanhnghip. Cht liu dng sn xut ra sn phm c th tc ng rt nhiu n sthchca khch hng. iu quan trng l phi lun lun ch n mun ca khch hngv kh nng p ng ca doanh nghip, gi thnh v gi bn ca sn phm, cc iukin c sn ca loi nguyn liu m doanh nghip chn s dng.

Yu t phc v:

Doanh nghip cn c mt chnh sch phc v tt. Khi quyt nh mua hngkhch hng thng thch chn ni no c cung cch phc v nhanh v tn tnh. Mcch hng u ca doanh nghip l lm cho khch hng c tho mn v hi lng.

3.1.2. Phn loi sn phm

a. Phn loi theo thi hn sdng v hnh thi tn ti

- Hng ha lu bn: l nhng vt phm c s dng nhiu ln.

- Hng ha s dng ngn hn: l nhng vt phm c s dng mt hoc mtvi ln.

- Dch v: l nhng i tng c bn di dng hot ng, li ch, tha mn.

b. Phn loi hng tiu dng theo thi quen mua hng

- Hng ha s dng hng ngy: l nhng hng ha m ngi tiu dng muacho vic s dng thng xuyn trong sinh hot, l nhu cu thit yu, khch hng bithng ha v th trng ca chng.

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- Hng ha mua ngu hng: l nhng hng ha c mua khng c k hoch

trc v khch hng cng khng ch tm mua. Hng ha ny khi gp cng vi khnng thuyt phc ca ngi bn, khch hng mi ny ra nh mua.

-Hng ha mua khn cp: l nhng hng ha c mua khi xut hin nhucu cp bch v mt l do bt thng, vic mua hng ha ny khng suy tnh nhiu.

- Hng ha mua c chn la: l nhng hng ha m vic mua din ra luhn. ng thi khi mua khch hng thng la chn, so snh, cn nhc v cng dng,kiu dng, gi c.

- Hng ha cho nhng nhu cu c th: l nhng hng ha c tnh cht cbit hay hng ha c bit m khi mua ngi ta sn sng b thm sc lc, thi gian tm kim v la chn.

- Hng ha cho cc nhu cu thng: l hng ha khng lin quan trc tip,tch cc n nhu cu cuc sng hng ngy. V d: bo him.

c. Phn loi hng tliu sn xut

- Vt t v chi tit: l nhng hng ha c s dng thng xuyn v tonb cu thnh vo sn phm c sn xut ra bi nh sn xut. Thuc nhm ny c rtnhiu mt hng khc nhau, c loi c ngun gc t nng nghip, t thin nhin hocvt liu qua ch bin.

- Ti sn cnh: l nhng hng ha tham gia ton b, nhiu ln vo qu trnhsn xut v gi tr ti sn c chuyn dch dn vo gi tr sn phm sn xut to ra.

- Vt t ph v dch v: l nhng hng ha dng vo h trcho qu trnhsn xut kinh doanh hay hot ng ca cc t chc doanh nghip.

3.2. CC QUYT NH V NHN HIU SN PHM3.2.1. Nhn hiu v cc b phn cu thnh

a. Khi nim

Nhn hiu l tn gi, thut ng, biu tng, hnh v hay s phi hp giachng, c dng xc nhn sn phm ca mt ngi bn hay mt nhm ngi bnv phn bit vi sn phm ca i th cnh tranh.

b. Cc b phn cbn ca nhn hiu sn phm

- Tn nhn hiu: l mt b phn ca nhn hiu m ta c thc c.

- Du hiu ca nhn hiu: bao gm biu tng, hnh v, mu sc hay kiu chc th. l mt b phn nhn hiu c th nhn bit c, nhng khng thcc.

Cc khi nim c lin quan n phng din qun l nhn hiu:

- Du hiu hng ha: l ton b nhn hiu hay mt b phn ca nhn hiu cng k ti cquan qun l nhn hiu v c bo v v mt php l.

- Quyn tc gi: l quyn c chim tuyt i v sao chp, xut bn v bn nidung v hnh thc ca mt tc phm vn hc, m nhc hay ngh thut.

Khi sn phm c gn nhn hiu v a ra cho bn trn th trng th mikha cnh c trng, c tnh c th gn lin vi sn phm, phong cch phc v ca

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doanh nghip, u c ngi tiu dng lin tng n nhn hiu v c quy v yut cu thnh nhn hiu.

3.2.2. Cc quyt nh c lin quan dn nhn hiu

- C th gn nhn hiu cho sn phm ca mnh hay khng? Vic gn nhn hiuc u im l th hin c lng tin hn ca ngi mua i vi nh sn xut khi h

dm khng nh s hin din ca mnh trn th trng qua nhn hiu, lm cn c chovic la chn ca ngi mua, c bit nc ta hin nay nhn hiu lm cscho vicqun l chng lm hng gi.

- Ai l ch nhn ca nhn hiu sn phm? Thng thng th nh sn xut l chch thc v nhn hiu sn phm do mnh sn xut ra. Nhng i khi v nhng l dokhc nhau, nn nhn hiu sn phm li khng phi nhn hiu ca nh sn xut m asn phm ra th trng di nhn hiu ca nh trung gian hoc va nhn hiu ca nhsn xut, va nhn hiu ca nh trung gian.

- Tng ng vi nhn hiu chn, cht lng sn phm c nhng c trng

g? Nhn hiu sn phm l phn nh s hin din ca sn phm trn th trng,song v tr v s bn vng ca nhn hiu li do mc cht lng sn phm quytnh.

- t tn cho nhn hiu nh th no? Khi quyt nh a ra mt sn phm hocnhm sn phm ra th trng phi gn nhn hiu cho chng v nh sn xut cn phit tn cho sn phm, cch t tn cho nhn hiu:

+ Tn nhn hiu ring bit c s dng cho tng mt hng, nhng c c tnhkhc nhau t nhiu.

+ Tn nhn hiu ng nht cho tt c cc sn phm c sn xut bi cng ty.

+ Tn thng mi ca cng ty kt hp vi tn nhn hiu ring bit ca snphm.

+ Tn nhn hiu tp th cho tng dng sn phm do cng ty sn xut.

Vic t tn cho nhn hiu theo mi cch c nhng u im nht nh v srng buc ca cng ty vi sn phm, chi ph qung co sn phm, hoc em li scmnh hp php cho sn phm. Nhng d la chn cch no khi t tn cho nhn hiusn phm cng phi m bo yu cu: Phi hm v li ch sn phm; phi hm vcht lng sn phm; phi d c, d nhn bit v d nh; phi khc bit hn vinhng tn khc.

- C nn m rng gii hn s dng tn nhn hiu hay khng? Vic m rnggii hn s dng nhn hiu thnh cng c u im l tit kim c chi ph tuyn truyn qung co so vi t tn nhn hiu khc cho sn phm mi v sn phmci tin, ng thi bo m cho sn phm c khch hng nhn bit nhanh hn thngqua nhn hiu quen thuc.

- S dng mt hay nhiu nhn hiu cho cc sn phm hoc chng loi sn phmv nhng c tnh khc nhau? Nhiu nhn hiu ring l quan im ngi bn s dnghai hay nhiu nhn hiu cho cc mt hng hoc cc chng loi sn phm. Mi loi sn

phm, mi chng loi c tn nhn hiu ring gi l sn phm c hiu. Quan im ny

c u im: to cho ngi sn xut kh nng nhn thm mt bng ngi bn hay by bn sn phm, khai thc trit trng hp ngi tiu dng khng phi bao gi

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cng trung thnh tuyt i vi mt nhn hiu n mc h khng thch mua nhn hiumi.

3.3. QUYT NH V BAO B SN PHM

3.3.1. Quyt nh v bao b sn phmC rt nhiu nh ngha khc nhau v bao b, l do l bao b c nhiu ni dung

phong ph v mi nh ngha khc nhau u nhn mnh kha cnh ny hoc kha cnhkhc. C nh ngha: Thit k bao b l mt khoa hc, mt ngh thut v mt cngngh chun b hng ha vn chuyn v bn hoc bao b nh mt phng tin bom an ton cho vic giao hng cho ti ngi tiu th cui cng trong iu kin ttnht. Cn i vi ngi tiu dng th bao b l sn phm, l ci m ngi ta nhn thytrng by v h la chn t nhiu sn phm trn gi.

Ngy nay bao b c xem l mt tiu chun cht lng sn phm, chi ph baob l thnh phn cu to nn gi thnh sn phm. Ni cch khc, bao b lm tng gi tr

ca sn phm. Bao b c hai chc nng cbn:+ Thng tin;+ Bo v.

Cn c vo hai chc nng ny, cng tc bao b trong chin lc sn phm cntha mn nhng yu cu sau y:

-Bao b phi m bo cho sn phm khi h hng trong qu trnh vn chuyn,bo qun kho hng ha n tay ngi tiu dng trong iu kin hon ho. Munvy, bao b phi c kt cu sao cho gic cc tnh cht ca sn phm nh mi v,m, hnh dng.

- Bao b phi thch ng vi tp qun tiu th v th hiu ngi tiu dng trn thtrng mc tiu, v d c sn phm th trng ny th c ng gi vo chai, lthu tinh, nhng th trng khc th li quen dng hp kim loi.

- Bao b cn hp dn, p

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