Hỏi đáp marketing căn bản

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TRNG AI HOC BACH KHOA HA NOI

Khoa Kinh te va Quan ly

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HNG DAN VA TRA LI CAU HOI ON TAP

MARKETING C BAN

Nguyn Tin Dng, MBA

Ha noi 02/2006


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CHNG 1GII THIEU CHUNG VE MARKETING

CH 1-1 Cho th du ve mot trng hp mua sam e phan biet cac khai niem: nhu cau t nhien, nhu caucu the va nhu cau co kha nang thanh toan.

Toi oi (nhu cau t nhien). Toi muon an ph bo tai (nhu cau cu the/mong muon). Toimuon an ph bo tai, toi co 7.000 ong trong tui va san long chi tieu so tien nay cho phbo tai (nhu cau co kha nang thanh toan/nhu cau mua sam).

CH 1-2 Marketing thoa man nhu cau hay tao ra nhu cau? Hay giai thch. Nha marketing co the anhhng ti mc o cao thap cua nhu cau hay khong? Neu co th bang cach nao?

Chung ta can phan biet khai niem nhu cau ay muon noi ti nhu cau nao. Nhu cau lamot thuat ng co the bao ham nhu cau t nhien (need), nhu cau cu the hay mong muon(want) va nhu cau co kha nang thanh toan hay nhu cau mua (demand).

Nhu cau t nhien ton tai cung vi con ngi va co trc marketing rat lau. Marketingkhong tao ra nhu cau t nhien (TD: uong), nhng marketing co kha nang tao ra nhng nhucau cu the (TD: uong bia ti ong chai). Marketing cung co nhiem vu la thoa man nhngnhu cau t nhien (need) va nhu cau cu the hay mong muon (want) cua con ngi.

Nha marketing co the anh hng ti mc o va tnh thi iem cua nhu cau t nhien,nhu cau cu the va nhu cau co kha nang thanh toan (demand) bang san pham chat lng

cao hn va kieu dang thiet ke ep hn, gia hp ly hn, a iem ban thuan tien hn, cacdch vu trc va sau ban hang ay u hn, quang cao va truyen thong hap dan hn.

CH 1-3 Phan biet marketing vi cac khai niem sau: tiep th, hon hp marketing va tieu thu san pham.

Theo cach hieu cua gii hoc thuat mien Nam nc ta, tiep th chnh la marketing. Theocach hieu cua gii hoc thuat va nhieu ngi dan mien Bac nc ta, tiep th la nhnghoat ong ban hang trc tiep, bang cach s dung nhan vien ti gap g trc tiep ngi muae chao ban san pham.

Hon hp marketing (marketing-mix) la bo cong cu marketing c s dung mot cachphoi hp e tac ong ti khach hang, bao gom san pham (san pham chnh va dch vu ikem), gia ban, phan phoi va xuc tien ban (hay truyen thong marketing).

Tieu thu san pham hay ban hang la mot phan cua marketing, bao gom nhng hoatong dien ra sau khi san pham a c lam ra va ket thuc khi khach hang a thanh toantien mua hang cho ngi ban, vi muc ch va chuyen giao san pham cho ngi mua vathu tien ve.

CH 1-4 Trnh bay bon tru cot cua quan iem marketing.

Quan iem marketing cho rang s thanh cong cua mot to chc can da tren bon tru cotnh sau:

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1. Xac nh th trng muc tieu: nhan dang ro oi tng phuc vu chnh cua ho la ai;2. Xac nh nhng nhu cau cua th trng muc tieu: can co nhng nghien cu chi tiet

trong nhng lnh vc san pham co lien quan ti chien lc kinh doanh cua doanhnghiep, lay nhng nhu cau t nhien, nhu cau cu the va nhu cau co kha nang thanhtoan cua khach hang lam c s e xay dng cac chien lc va chng trnh hanh

ong marketing;3. Thoa man nhng nhu cau cua khach hang: s thoa man cua khach hang la ieu

kien can e mot to chc at muc tieu cua no. e thoa man khach hang, can co sphoi hp tot gia cac cong cu marketing va s phoi hp tot gia bo phanmarketing va cac bo phan khac trong to chc.

4. Hieu qua: oi vi to chc kinh doanh, o la kha nang sinh li. Doanh nghiep chco the thanh cong khi nhng chng trnh marketing em lai kha nang sinh li caohn cua cac oi thu canh tranh. Do o, can tham nh ky kha nang sinh li cuatng khu vc, tng san pham va tng nhom khach hang. Kha nang sinh li, ch

khong phai la doanh thu, la thc o s thanh cong trong marketing.

CH 1-5 Gia tr cua mot san pham la li ch ma san pham o mang lai hay chi ph e lam ra san phamo? Trong hai th: mot vien kim cng va mot chai nc la, cai nao co gia tr hn? Hay giai thch. Khainiem gia tr trong trng hp nay c hieu la g?

oi vi ngi mua, gia tr cua mot san pham co the c hieu theo mot trong hai cach:(1) li ch cua san pham o (TD: kha nang thoa man cn khat); (2) s so sanh gia li chva chi ph (TD: kha nang thoa man cn khat vi 2000 ong chi ph).

Trong hai th, vien kim cng va chai nc la, th nao c coi la co gia tr hn con

tuy vao hoan canh. Neu nh mot ngi gia sa mac vao hoan canh sap chet khat, chainc la c xem la co gia tr hn. Neu nh hoan canh o th, khi cn khat khong edoa con ngi, ni ma ngi ta co kha nang oi vien kim cng thanh tien va co cnhieu hn la mot chai nc, vien kim cng se c coi la gia tr hn. Khi chung ta quanniem nh vay, khai niem gia tr a c hieu la li ch cua san pham, ch khong phaila chi ph e tao ra san pham.

CH 1-6 Cho th du ve mot trng hp mua sam cua ban than oi vi mot san pham cu the. Hay c tnhgia tr suot i cua mot khach hang nh ban oi vi ngi san xuat ra san pham o.

Toi thng xuyen i mua sam tai mot sieu th gan nha mot tuan mot lan. Trong moi lanmua sam, hoa n tnh tien cua toi khoang 100.000 ong. Toi a mua sam tai sieu th nayt 5 nam trc va d nh se mua sam tiep tuc tai ay en het i (khoang 25 nam na).Gia tr suot i cua mot khach hang nh toi se la:

(100.000) x (52 tuan/nam) x (30) = 156.000.000.

CH 1-7 S thoa man la g? Co nhng phng phap nao e theo doi s thoa man cua khach hang?

S thoa man cua khach hang oi vi san pham la trang thai tam ly cua khach hang coc t s so sanh gia nhng ky vong cua khach hang oi vi san pham va nhng kinh

nghiem cua ngi o co c t s s dung san pham, khi ma nhng kinh nghiem ngangbang hoac tot hn la nhng ky vong.

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Co nhng phng phap sau e theo doi s thoa man cua khach hang: (1) phan tch sosach ghi chep lch s mua sam cua khach hang; (2) lap hop th gop y hoac ng daynong e thu nhan nhng phan hoi cua khach hang; (3) to chc phong van khao sat y kiencua khach hang va (4) ong vai ngi mua hang.

CH 1-8 Thoa man khach hang la nhiem vu cua bo phan marketing trong doanh nghiep. Hay bnhluan tnh ung an cua phat bieu tren.

Phat bieu tren khong hoan toan ung. Khong nhng bo phan marketing ma ca ban lanhao, tat ca cac bo phan khac hay noi cach khac la toan bo doanh nghiep phai co nhiem vulam cho khach hang thoa man. Bo phan marketing khong the lam cho khach hang thoaman c khi co nhng hoa n sai sot do bo phan ke toan, thai o hach dch t ngibao ve va bo phan hanh chnh, chat lng hang hoa kem do khau san xuat hay tinh thanphuc vu khach hang khong c moi ngi trong doanh nghiep quan triet.

CH 1-9 Trong hai viec: kiem mot khach hang mi va gi mot khach hang cu, viec nao t ton kem hn?Tai sao? Nhng hoat ong marketing egi khach hang co g khac vi nhng hoat ong marketingnham kiem khach hang?

Chac chan la viec gi khach hang t ton kem hn so vi viec kiem khach hang. oi vinhng ngi cha mua san pham cua doanh nghiep, phai mat nhieu lan chao hang, tc lanhieu chi ph e gii thieu san pham, thuyet phuc ho mua san pham cua doanh nghiep.oi vi nhng ngi a mua san pham cua doanh nghiep va gia thiet rang san pham olam hai long khach hang, ch can mat t chi ph e tiep tuc thong tin va nhac nh khachhang mua tiep. Cac nghien cu cho thay chi ph e kiem khach hang mi thng cao hn

t 4 10 lan so vi chi ph e gi khach hang cu.Nhng hoat ong marketing e gi khach hang tap trung vao khau dch vu sau ban

hang va lien he vi nhng khach hang a mua san pham cua doanh nghiep. Ngc lai,nhng hoat ong marketing e kiem khach hang tap trung vao s quang ba, xuc tien bane thu hut khach hang mua san pham va nhng hoat ong ban hang trc tiep ti nhngkhach hang tiem nang.

CH 1-10 Marketing co phai la hoat ong cua ca nhan khong? Neu co, hay cho mot th du cu theve viecban a lam marketing ban than mnh nh the nao.

Marketing khong ch la hoat ong cua cac to chc, no con la hoat ong cua moi ca nhan.Khi toi mi tot nghiep ai hoc nganh Quan tr kinh doanh, toi co nhu cau ve viec lam vamuon tm mot viec lam phu hp vi mc lng kha tai mot cong ty danh tieng. Toi sephai a ra mot so th e trao oi nham thoa man nhu cau nay. Nhng th toi phai a ratrao oi la the chat khoe manh, kien thc va ky nang chuyen mon xuat sac, ngoai nggioi, vi tnh thanh thao va t cach ao c tot. Toi can gay an tng tot vi ngi tuyendung khi viet Ban ly lch ca nhan (CV) va khi d phong van tuyen dung. Toi thuyet phucc ngi tuyen dung rang toi la ngi thch hp nhat vi v tr can tuyen va co khanang ong gop cao nhat cho to chc cua ong ta. Toi a vt qua 8 ng vien khac Vong

phong van th 2 va c mi lam viec tai doanh nghiep.

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CH 1-11 Co 2 phat bieu khac nhau ve marketing: (1) Marketing la mot chc nang ch eho tr cho banhang; (2) Marketing la mot chc nang rat quan trong ho tr cho nhieu chc nang khac cua doanhnghiep nh san xuat, tai chnh, nhan s. Ban hay bnh luan cac phat bieu tren.

Quan iem th hai ung hn. Ly do la Marketing co vai tro nh hng san xuat cai g, so lng bao nhieu, phuc vu

nhom khach hang nao. Da tren so lieu cua ke hoach marketing, cac bo phan khacmi lap ke hoach san xuat, vat t, nhan lc va tai chnh. Neu hoat ong marketingkhong tot, bo phan thiet ke se thiet ke ra nhng cai ma th trng khong can, bophan san xuat se san xuat sai ve lng san pham, bo phan cung ng vat t, nhanlc va tai chnh se gap kho khan trong ieu tiet nguon lc, hoac cac bo phan khacse khong co viec g e lam v thieu khach hang.

T duy cua marketing la lay khach hang la trung tam, lay s thoa man cua khachhang va hieu qua la muc ch hoat ong. Bo phan marketing la ngi truyen baquan iem nay va anh hng en quan iem va ket qua hoat ong cua cac bophan khac.

CH 1-12 Co phat bieu cho rang: "Neu nh ban che tao c nhng chiec bay chuot tot hn, co sekhong kp moc tren con ng en nha ban." Phat bieu tren the hien quan iem g? Bnh luan tnhung an cua phat bieu nay.

Phat bieu tren co y ngha la neu nh ban che tao c nhng san pham tot hn, khachhang se o xo ti cho ban e hoi mua san pham nhieu ti mc ma co khong kp moc dongi i lai tren con ng ti nha ban qua nhieu. Phat bieu nay the hien quan iemhng san pham.

Phat bieu tren khong hoan toan ung. San pham tot, tham ch la tot hn san pham cuacac oi thu canh tranh la mot trong nhng yeu to e hap dan khach hang. e hap dankhach hang, can phoi hp hai hoa cac yeu to san pham, gia ban, phan phoi va xuc tienban. Ngoai ra, cung co nhieu doanh nghiep a ra nhng san pham khong tot hn nhngsan pham canh tranh, nhng doanh so lai rat cao.

CHNG 2THU THAP THONG TIN MARKETING, NGHIEN CU MARKETING

VA D BAO NHU CAU

CH 2-1 Nhng thong tin marketing la g? Nha marketing quan tam en nhng loai thong tin nao? Nhamarketing co the thu thap chung bang nhng cach nao?

Nhng thong tin marketing la nhng thong tin phuc vu cho viec a ra nhng quyet nhmarketing. Nhng quyet nh marketing bao gom nhng quyet nh ve khach hang muc

tieu, san pham, gia ban, phan phoi va xuc tien ban. Nhng thong tin marketing bao gom: Nhng thong tin ve doanh nghiep: lng ban, lng ton kho, doanh thu, th phan,

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chi ph, li nhuan, ac iem cua san pham, gia ban, he thong phan phoi va xuctien ban cua doanh nghiep, nang lc san xuat, to chc hoat ong marketing ...

Nhng thong tin ve moi trng v mo: ac iem va xu the cua cac moi trng kinhte, nhan khau, t nhien, cong nghe, chnh tr phap luat va van hoa xa hoi.

Nhng thong tin ve khach hang: ac iem ca nhan, nhu cau t nhien, nhu cau cuthe, kha nang thanh toan, hanh vi mua sam, niem tin va thai o, mc o thoa man,anh gia ve cac thng hieu, y nh mua trong tng lai ...

Nhng thong tin ve oi thu canh tranh: so lng, th phan, muc tieu va chien lcmarketing-mix cua oi thu tren moi khuc th trng, cac ac iem san xuat, taichnh, nhan lc va marketing cua oi thu.

CH 2-2 So sanh nhng iem giong nhau va khac nhau cua he thong nghien cu marketing va he thongtnh bao marketing (ac iem thong tin, tan suat thu thap, phng phap thu thap thong tin).

Tieu thc so

sanh

He thong nghien cu marketing He thong tnh bao marketing

ac iemthong tin

Thong tin ve doanh nghiep va moitrng ben ngoai doanh nghiep

Thong tin co tnh chuyen biet cao, phucvu cho mot quyet nh cu the

Thong tin ve moi trng ben ngoai doanhnghiep

Thong tin mang tnh s kienTan suat thuthap

Khong thng xuyen, t vai thang ti vai quymot lan

Rat thng xuyen

Phng phapthu thapthong tin

Nghien cu tai lieu (d lieu th cap) Quan sat Khao sat y kien cua khach hang Th nghiem san pham va chng trnhmarketing trc khach hang

Nghien cu d lieu th cap: tai lieu,phng tien thong tin ai chung

Quan sat, tham vieng ca hang, c s sanxuat cua oi thu

ong vai ngi mua, thue ngi ong vaingi mua san pham cua oi thu

Tro chuyen, tham do y kien cua nhanvien, khach hang, nhan vien cua oi thu

CH 2-3 Phan biet d lieu th cap va d lieu s cap. Cac d lieu th cap ve marketing co the thu thapc bang cach nhng cach nao?

D lieu th cap la nhng d lieu a c thu thap bi ngi khac tai thi iem nghiencu. Ngc lai, d lieu s cap la nhng d lieu cha c ai thu thap tai thi iem nghiencu.Tieu thc so sanh D lieu s cap D lieu th cap

Tnh san co tai thi iem thu thapthong tin

Cha san co a san co

Chi ph e thu thap Thng cao hn Thng thap hn

Thi gian e thu thap Thng dai hn Thng ngan hn

Phng phap thu thap Nghien cu thc a (quan sat,thao luan nhom, ieu tra, thnghiem)

Nghien cu tai lieu ben trong vaben ngoai doanh nghiep

Cac phng phap thu thap d lieu th cap:

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Nghien cu tai lieu noi bo cua doanh nghiep: bao cao tai chnh, Nghien cu tai lieu ben ngoai doanh nghiep:

o Cac phng tien thong tin ai chung: bao, tap ch, phat thanh, truyen hnh,Internet

o Cac xuat ban cua Nha nc: Nien giam thong ke, cac bao cao ieu tra ...o Cac tai lieu cua cac to chc phi chnh phu va quoc te: cac c s d lieu,

nghien cu ieu tra, bao cao hang nam cua VCCI, WB, IMF, WEF ...o Cac n v cung cap thong tin marketing chuyen nghiep

CH 2-4 Phan biet cac phng phap quan sat, thao luan nhom trong iem, ieu tra (hay khao sat y kienca nhan) va nghien cu th nghiem. Neu pham vi ng dung cua moi phng phap.

Tom tat cac phan biet c trnh bay trong bang sau:Quan sat Thao luan nhom ieu tra Nghien cu th

nghiem

ac iem thong tin Nhng ieu khachhang lam (hanh vi),khong o c nhngieu ho ngh (thai o)

Hanh vi va thai othong qua nhng ieukhach hang noi

Hanh vi va thai othong qua nhng ieukhach hang noi

Hanh vi va thai othong qua nhng ieukhach hang lam vanoi

Tnh nh tnh/nhlng

nh lng nh tnh nh tnh hoac nhlng, tuy theo kchthc mau nghien cu

nh lng

Tnh chat nghien cu Mo ta Tham do Tham do hoac mo ta Nhan qua

Cong cu Mat, thiet b Ban cau hoi Ban cau hoi Thiet b, cac sap atva ban cau hoi

Pham vi ap dung Khi can biet hanh vi,

khong tap trung vaothai o

Khi can biet nhng y

tng, ly do an dinhng hanh vi, anhgia cua khach hang

Khi can thong ke so

lng cac y kien theocac tieu thc cu the

Khi can khang nh

nhng quan henguyen nhan ketqua

CH 2-5 Neu u nhc iem cua cac phng phap tiep xuc phong van trong ieu tra: phong van trctiep, phong van qua ien thoai, th khao sat theo cac ac iem sau: chat lng d lieu, chi ph, ty le trali, yeu to quan ly giam sat.

Phong van trc tiep Phong van qua ien thoai ieu tra qua th (th khao sat)

Chat lng d lieu Cao TB TB

So lng d lieu Nhieu t TB

Ty le tra li Cao TB ThapChi ph Cao TB Thap

Quan ly giam sat Phc tap n gian n gian

CH 2-6 Phan biet cau hoi ong va cau hoi m. Loai cau hoi nao nen c s dung nhieu hn trong cacnghien cu marketing?

Cac so sanh c the hien trong bang di ay.Cau hoi m Cau hoi ong

nh ngha cau hoi La cau hoi khong han che cach tra li cua

ngi c hoi

La cau hoi co han checach tra li cua ngi

c hoiac iem cua cau hoi Khong co nhng phng an tra li nh san, Co nhng phng an tra li san hoac la

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khong phai la cau hoi co-khong dang cau hoi co-khong

u iem Cho phep ngi hoi tm hieu sau ve ly docua cac tra li, lay c nhng y tng exuat cua ngi c hoi

Cho phep ngi hoi thong ke so lng cactra li theo tng phng an tra l i mot cachthuan tien hn

Pham vi ap dung c dung chu yeu trong cac nghien cunh tnh (can tra li cau hoi tai sao)

c dung chu yeu trong cac nghien cunh lng (can tra li cau hoi bao nhieu)

CH 2-7 Hay anh gia ve nhng cau hoi di ay c dung trong mot cuoc khao sat y kien ngi tieudung xem chung co phai la nhng cau hoi tot khong?

Cau hoi a. Nhan hieu quan ao ma v/chong ban a thch la g? Cau hoi nay muon hoingi v (chong) ve s thch cua ngi kia. ay la cach hoi gian tiep. Thng cachhoi gian tiep khong cho phep co c thong tin chnh xac nh la cach hoi trc tiep vco the ngi c hoi khong nam ro ve s thch cua ngi chong (v) cua ho. acbiet la tnh trang ngi chong khong ro ve nhan hieu quan ao ma v a thch la phobien hn so vi viec ngi v khong ro ve nhan hieu quan ao ma ngi chong a

thch.

Cau hoi b. Ban a xem nhng chng trnh TV g vao Th Hai tuan trc? Thi iem hoicach thi iem oi hoi ngi c hoi nh lai la khoang mot tuan. Khoang thi giannay la qua dai oi vi van e can hoi la chng trnh truyen hnh. Rat t ngi nhc chnh xac.

Cau hoi c. Trong nam qua, ban a i an tiem bao nhieu lan? Tng t nh cau b., cau hoinay mac mot loi la khoang thi gian yeu cau nh lai cach thi iem hoi qua xa, nh

vay cau tra li co xu hng kem chnh xac.

Cau hoi d. Thu nhap chnh xac cua ban la bao nhieu ong mot thang? ay la cau hoi vaovan e nhay cam la thu nhap ca nhan. Moi ngi thng khong thch tra li ve thunhap ca nhan cua ho. Ho thng noi thu nhap ca nhan cua ho thap hn so vi thc te.Ngoai ra, viec yeu cau noi len thu nhap chnh xac la chuyen kho v nhieu ngi chnh thu nhap cua ho ti hang tram nghn ong. ong la n v qua nho va mong muonco c cau tra li chnh xac ve thu nhap se c ap lai bang s khong tra li hoactra li rat khong ung thc te.

CH 2-8 So sanh u nhc iem cua phng phap lay mau ngau nhien n gian va phng phap lay mauthuan tien.

Cac so sanh c tom tat trong bang di ay.

Tieu thc so sanh Phng phap lay mau ngau nhien ngian

Phng phap lay mau thuan tien

nh ngha Mau c chon ngau nhien t tong the bangcach rut tham ngau nhien, tra bang songaunhien hoac khi tao so ngau nhien tren maytnh

Mau c chon t tong the theo mot quytrnh cu the, vao nhng thi iem va aiem xac nh, thuan tien cho ngi nghiencu

Tnh ai dien cua mau Mau ai dien cho tong the Mau co the ai dien hoac khong ai diencho tong the

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Chi ph thc hien Thng cao hn Thng thap hn

CH 2-9 Cho th du ve mot van e marketing, muc tieu nghien cu va tong the muc tieu.

Th du:

Van e marketing: Co nen phan phoi nc giai khat co ga Sarsi t TP.HCM ra HaNoi e ban khong? Muc tieu nghien cu: Mc o a thch va san long mua cua ngi tieu dung Ha

Noi. Tong the muc tieu: Nhng ngi trng thanh Ha Noi. V nc giai khat co ga la

mot san pham ai chung (khong ken khach).

CH 2-10 Neu trnh t thiet kemot ban cau hoi (phieu ieu tra). Mot ban cau hoi can co cau truc nhthe nao?

Trnh t thiet ke mot ban cau hoi trong nghien cu marketing gom 3 bc:1. Nghien cu s bo: tm hieu nhng thong tin s bo lien quan en lnh vc san pham

va khach hang cua san pham o, nhng san pham canh tranh hien co tren thtrng, moi trng kinh doanh khu vc can nghien cu ...

2. Viet ban cau hoi: liet ke cac cau hoi, la chon thang o, sap xep theo chu e vachnh sa t ng

3. Th nghiem ban cau hoi: tien hanh phong van th tren mot so lng nho cua tongthe muc tieu (oi tng nghien cu) e hieu chnh cac sai sot, hoan thien cac cauhoi.

Mot ban cau hoi gom co 3 phan:1. Phan gii thieu va sang loc: gii thieu ve ngi nghien cu, muc ch nghien cu,

cam ket gi b mat cac tra li cua ngi c hoi va nhng cau hoi nham sang locoi tng.

2. Phan than: cha ng hau het cac cau hoi, c sap xep theo chu e3. Phan thong tin ca nhan va phuc vu quan ly: cha ng nhng cau hoi ve ac iem

ca nhan cua ngi c hoi (ten, a ch, gii tnh, tuoi, nghe, hoc van, thu nhap...) va nhng thong tin phuc vu quan ly (thi gian, a iem phong van, ngiphong van, ngi giam sat, nhan xet ve chat lng d lieu ...)

CH 2-11 at ba cau hoi m lien quan en viec marketing mot san pham cu the. Chuyen nhng cau hoim nay thanh cau hoi ong, trong o ap dung mot so thang d lieu a hoc.

Sinh vien t nghien cu va tra li cau hoi nay. Lu y ng dung cac dang cau hoi m vacau hoi ong trong tai lieu mon hoc.

CH 2-12 Hay so sanh u nhc iem cua cac phng phap d bao tieu thu sau: (1) tong hp y kien cualc lng ban hang; (2) phan tch d lieu qua kh; (3) ieu tra y nh mua sam cua khach hang va (4)

phan tch yeu toth trng.Cac so sanh c tom tat trong bang di ay.

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Tong hp y kien lclng ban hang

Phan tch d lieuqua kh

ieu tra y nh muasam cua khach hang

Phan tch yeu to thtrng

Mc o kho khan khithc hien

De De Kho Kho

Thi gian Ton t thi gian Ton t thi gian Ton nhieu thi gian Ton nhieu thi gian

Chi ph Thap Thap Cao Cao

o chnh xac cua dbao

Thap Thap TB TB

Pham vi ap dung D bao doanh socuadoanh nghiep

D bao tong nhu cauth trng va doanh socua doanh nghiep



CHNG 3PHAN TCH MOI TRNG MARKETING CUA DOANH NGHIEP

CH 3-1 Goi ten cac moi trng marketing cua doanh nghiep. Li ch cua viec nghien cu moi trngmarketing cua doanh nghiep la g?

Cac moi trng marketing cua mot doanh nghiep bao gom: Moi trng vi mo: doanh nghiep, nha cung cap, nha trung gian, ngi s dung, oi

thu canh tranh va cong chung. Trong o, doanh nghiep con c goi la moi trngvi mo noi bo.

Moi trng v mo: moi trng kinh te, nhan khau, t nhien, cong nghe, chnh tr phap luat va moi trng van hoa xa hoi.

Li ch cua viec nghien cu moi trng marketing oi vi mot doanh nghiep la: Nhan dang c nhng iem manh, iem yeu cua doanh nghiep so vi nhng oi

thu cua no Nhan dang c nhng xu the cua moi trng vi mo va moi trng v mo va

nhng tac ong cua nhng xu the o ti hoat ong kinh doanh cua doanh nghiep

trong tng lai Xac nh muc tieu, chien lc va ke hoach hanh ong tot hn.

CH 3-2 Neu ba bien so chnh trong moi trng kinh tecua quoc gia. Nhng xu the cua moi trng kinhte nc ta hien nay la g? Xu the o tao c hoi nhieu nhat cho lnh vc marketing nao?

Sinh vien t nghien cu va tra li cau hoi nay.

CH 3-3 Neu ba bien so chnh trong moi trng nhan khau cua quoc gia. Khi toc o tang dan so t nhien

xap x 0% mot nam, lien tuc trong nhieu nam, nhng c hoi marketing se xuat hien nhieu nhat oi vicac lnh vc kinh doanh nao?

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Ba bien so chnh trong moi trng nhan khau la dan so, toc o tang dan so va c cau danso (theo gii tnh, o tuoi, vung a ly).

Khi toc o tang dan so t nhien cua mot quoc gia la xap x 0% mot nam, lien tuc trongnhieu nam, dan so cua quoc gia o se gia i, tc la tuoi trung bnh cua quoc gia o se caolen. Nhng c hoi marketing se xuat hien nhieu nhat oi vi cac lnh vc nh la: (1) dc

pham phuc vu ngi gia; (2) dch vu y te cho ngi gia; (3) dch vu nha dng lao; (4)dch vu nha hang phuc vu ngi gia.

CH 3-4 Hay cho hai th du e thay c nhng tien bo cong nghe a tao ra nhng c hoi marketing vathay oi nhng cach thc cua hoat ong marketing nh the nao.

Nhng tien bo cong nghe ang tao ra nhng c hoi marketing nhng san pham mi:Internet bang thong rong, ket noi khong day, san pham ky thuat so, san pham khong day...

Nhng tien bo cong nghe ang thay oi manh me cach thc hoat ong marketing:

Cach thc phat trien san pham mi: che tao mau nhanh, san xuat linh hoat vi cac maygia cong c ieu khien so (CNC machines)Cach thc phan phoi va xuc tien ban: cac ca hang ao, ban hang trc tuyen (onlinemarketing), quang cao trc tuyen, xuc tien ban qua ien thoai di ong (m-commerce)Cach thc thu thap thong tin marketing: khao sat y kien qua Internet

CH 3-5 Nhng hoat ong marketing nao nen lam khi co s gia tang cua moi quan tam ve: (1) sc khoeva the chat cua moi ngi; (2) gia nh; (3) le hoi en, chua va (4) thi gian chuan b ba an cang ngancang tot?


CH 3-6 Nhng c hoi marketing se xuat hien nh the nao khi (a) rng b chat pha dan; (b) khong khthanh pho tr nen o nhiem hn; (c) gia ien tang len; (d) gia xang tang len.


CH 3-7 Cho th du ve nhng bien oi gan ay trong moi trng phap ly trong nc va quoc te co: (1)anh hng tch cc; (2) anh hng tieu cc en hoat ong kinh doanh cua doanh nghiep.

Th du, mot van ban co anh hng tieu cc en viec kinh doanh xe may cua cac nha sanxuat xe may la Thong t 02/2003/TT-BCA ngay 13/01/2003 cua Bo Cong an quy nhmoi ngi ch c s hu mot xe may. Quy nh nay la trai vi ieu 58, Hien phap 1992va khoan 1, ieu 221, Bo luat Dan s. Quy nh nay khien viec mua xe may cua ngidan tr nen kho khan hn, nhng lam cho cac dch vu ang ky ho xe may tr nen phattrien hn.

Ngay 22/11/2005, Bo Cong an a ra Thong t so 17 bai bo quy nh tren. 1 Quy nhnay se lam cho viec kinh doanh xe may cua cac nha san xuat xe may tr nen de dang hnv gi ay, ngi dan khong gap kho khan trong viec ang ky xe may nh trc na, hoac

1 Vu Quoc Tuan, Quan ly la e phat trien, TBKT Sai gon, So 49-2005(781), Thang 12/2005, Tr. 12-13.

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khong phai tra them tien cho dch vu ang ky xe may ho nh trc.

CH 3-8 Hay tm th du cho thay tai sao s thay oi vai tro cua phu n lai co anh hng en hoat ongmarketing cua cong ty.

Phu n ngay nay i lam nhieu hn, co thu nhap cao hn va t chu chap nhan vai trotruyen thong (noi tr va cham soc con cai) nh trc ay. Ho tr nen chu ong hn trongcac quyet nh mua nhieu loai san pham ma trc ay ch co nam gii ra quyet nh.

Th du: so lng phu n s dung va mua xe may nhieu hn trc ay. ieu nay buoccac doanh nghiep san xuat xe may phai xem xet lai chien lc san pham cua ho nh: thayoi kieu dang, thiet ke, mau sac cho phu hp vi n gii hn (xe banh nho, gam thap,ieu khien xe khong can sang so, cho e o di yen xe rong rai ).

CH 3-9 Hay cho biet nhng nhom cong chung chnh cua (a) mot benh vien a khoa t nhan; (b) mottrng ai hoc dan lap.

Nhng nhom cong chung chnh cua mot benh vien a khoa t nhan co the la: Ngi than cua ngi benh Dan c song quanh khu vc benh vien Chnh quyen a phng Cac to chc bao ch, truyen thong Nhng ngi khac: ngan hang, to chc tai chnh

Sinh vien nghien cu va t tra li y (b) cua cau hoi nay.

CH 3-10 Hay ve chuoi marketing (marketing chain) cua mot so doanh nghiep ma ban am hieu nhat.Hay ch ra san pham th trng va cac kenh phan phoi cua nhng cong ty o.

Th du, cong ty Honda Viet Nam co chuoi marketing nh sau:

Cac cong ty sanxuat phu tung xe

may

Cong ty Honda VietNam

ai ly c Hondauy quyen

Ngi tieu dung xemay

Cong ty Honda Viet Nam co nhng san pham sau:

Super Dream, Future II: dang xe cup (xe n, banh ln), gia trung bnh, nham vaogii nam Wave +, ZX, RS: dang xe cup (xe n, banh ln), gia thap, nham vao gii n Spacy: dang xe scooter (xe n, banh nho, tay ga), gia trung bnh, nham vao gii

n, thanh pho

CH 3-11 Cho th du e minh hoa cac dang oi thu canh tranh cua mot thng hieu san pham cu the(chang han nh phim chup anh Kodak Gold). Nha marketing co can thiet phai phan tch nhng oi thucanh tranh khac ngoai oi thu canh tranh trc tiep khong? Tai sao?

Nhng oi thu canh tranh cua phim dung cho may anh thng hieu Kodak Gold la:oi thu canh tranh trc tiep: phim Konica, Fuji, Agfa

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oi thu canh tranh ve san pham thay the: cac nha san xuat may anh so nh Sony, LG,Samsung, HP ...oi thu canh tranh ve nhu cau: cac nha san xuat may thu hnh, thiet b giai tr (nhu caugiai tr); phng tien i lai (nhu cau i lai); ngan hang (nhu cau tiet kiem) ...Rat can thiet phai xem xet ca nhng oi thu canh tranh khong trc tiep, bao gom nhng

oi thu canh tranh ve san pham thay the va canh tranh ve nhu cau.

CHNG 4HANH VI MUA CUA KHACH HANG

CH 4-1 Hay neu cac yeu to anh hng en quyet nh mua sam cua mot ca nhan oi vi mot san phamcu the.

Quyet nh mua sam cua mot ca nhan b anh hng bi hai nhom yeu to:ac iem cua ngi tieu dung: bao gom ac iem van hoa, xa hoi, tam ly va ca nhan cuangi o. ac iem van hoa bao gom van hoa quoc gia, nhanh van hoa hay van hoa vungva tang lp xa hoi ma ca nhan ngi tieu dung thuoc ve. ac iem xa hoi bao gom nhomtham khao, gia nh, vai tro va a v xa hoi cua ngi tieu dung. ac iem tam ly baogom ong c, nhan thc, lnh hoi, va niem tin va thai o cua ngi tieu dung. ac iemca nhan bao gom gii tnh, o tuoi, thu nhap va chi tieu, giai oan trong vong i gia

nh, nghe nghiep, hoc van ...Cac kch thch ti ngi tieu dung: ac iem marketing-mix cua nhng ngi ban, aciem cua moi trng v mo va yeu to hoan canh mua. Marketing-mix cua nhng ngiban bao gom ac iem san pham va dch vu, gia ban, phan phoi va truyen thongmarketing cua nhng ngi ban. Moi trng v mo bao gom moi trng kinh te, nhankhau, t nhien, cong nghe, van hoa xa hoi va chnh tr phap luat. Yeu to hoan canhmua bao gom nhng yeu to xuat hien gan thi iem mua nh la ap lc thi gian, among, bau khong kh cua ca hang, tam trang cua ngi tieu dung ...

CH 4-2 The nao la van hoa quoc gia va nhanh van hoa? Cho th du minh hoa s anh hng cua van hoaquoc gia va va nhanh van hoa ti viec mua sam cua ca nhan.

Van hoa quoc gia la nhng ac iem chung trong mot quoc gia ve phong tuc tap quan vaquan iem gia tr. Nhanh van hoa the hien nhng iem chung cua mot nhom ngi trongmot quoc gia ve tap quan va quan iem gia tr. Van hoa quoc gia va nhanh van hoa euthe hien nhng cach hanh ong va cach suy ngh pho bien trong mot cong ong.

Th du, trong van hoa Viet Nam, s co con c coi la quan trong hn so vi van hoaAu My. S th phung to tien, ao hieu, s khong chap nhan nhng hnh anh h hangtrc cong chung la nhng iem khac biet gia van hoa nc ta va van hoa Au My.

Tuy vay, van hoa nc ta khong phai la ong nhat ma no gom nhieu nhanh van hoanho. Th du, so vi ngi mien Nam, ngi mien Bac thng c coi la bao thu hn, t

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chu mao hiem, ra quyet nh cham hn va lo xa hn ngi mien Nam.

CH 4-3 Nhu cau mua sam cua ca nhan thay oi nh the nao theo tuoi tac va tnh trang gia nh?

Ly thuyet a chia vong i gia nh cua mot ca nhan thanh 9 giai oan. giai oan 1(trng thanh, oc than), ngi tieu dung rat e y cac mat hang mi va chi tieu tng oihao phong mac du thu nhap cha cao. Sang giai oan 2 (v chong son), viec mua sam taptrung vao hang lau ben. Sang giai oan 3 (co con nho hn 6 tuoi), nhu cau mua sam chuyeu la thc pham va dch vu cho con.

Trong giai oan 4 (con nho nhat hn 6 tuoi va nho hn 18 tuoi), nhu cau mua sam chuyeu la dch vu giao duc va gia s cho con. giai oan 5 (con nho nhat hn 18 tuoi, songchung) va giai oan 6 (con song rieng, chu gia nh i lam), tnh hnh tai chnh la manhnhat so vi cac giai oan khac trong vong i gia nh va thi gian cua nhng ngi chugia nh ranh roi hn. Do o, nhu cau mua sam rat a dang, t nang cap o ac trong nha,sa nha, mua at ti du lch, giai tr, the thao, my pham.

Chuyen sang giai oan 7 (con song rieng, chu gia nh ngh hu), thu nhap giam manhva tuoi gia ap en, nhu cau mua sam giam va tap trung cho dc pham va dch vu y te. giai oan 8 (ngi goa bua lam viec) va giai oan 9 (ngi goa bua ngh hu), do ngiv (hoac ngi chong) a mat va con cai a trng thanh, xuat hien nhu cau ban nha e mot cho khac yen tnh hn. Ngi goa bua gia cung can nhieu dc pham, dch vu y te vagiai tr tuoi gia.

CH 4-4 Trnh bay nhng iem chnh trong ly thuyet nhu cau cua Abraham Maslow. Viec nghien cu lythuyet nay co y ngha g oi vi cac nha marketing?

Ly thuyet nhu cau cua Maslow noi rang nhng nhu cau cua con ngi co the chia thanh 5cap, t c ban nhat ti t c ban nhat tc la t thap ti cao, la: nhu cau sinh hoc, nhu cauan toan, nhu cau xa hoi hoa, nhu cau c ton trong va nhu cau t the hien. Con ngi coxu hng tap trung thoa man nhng nhu cau cap thap trc, cap cao sau.

Tuy nhien, mot hanh vi mua sam cua ca nhan lai co the phan anh nhieu dang nhu cau.Mot ca nhan mua may anh so co the phan anh nhu cau xa hoi hoa (muon lu lai nhng kyniem cua ban than va ban be, ngi than), nhu cau c ton trong (muon ngi khac coitrong mnh v a s hu va biet dung mot san pham cong nghe cao) hay nhu cau t thehien (muon khang nh vi ban than mnh co kha nang tiep can cong nghe cao va co con

mat tham my).Y ngha oi vi nha marketing la nha marketing can nam bat chnh xac dang nhu cauchu yeu tac ong ti hanh vi mua cua ca nhan la g e co cach thc chao hang thch hp.

CH 4-5 Nhan thc la g? Qua trnh nhan thc cua mot ca nhan co nhng ac iem g? Nhng ac iemo co y ngha g oi vi cac chng trnh truyen thong cua doanh nghiep?

Nhan thc cua mot ca nhan la viec tiep nhan, to chc va x ly nhng kch thch c gien e tao nen mot th co y ngha oi vi ngi o. Qua trnh nhan thc cua ca nhan coba ac iem: s chu y co chon loc, s xuyen tac co chon loc va s lu gi co chon loc.

S chu y co chon loc the hien viec ca nhan khong chu y tat ca nhng kch thch cgi en ma ch chu y en mot so kch thch. Do o, chng trnh truyen thong marketing

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muon thanh cong phai gay c s chu y. e gay c s chu y, can s dung nhng kchthch co bien o ln hoac a ra nhng thong tin lien quan en nhu cau mua cua khachhang.

S xuyen tac co chon loc the hien viec khach hang thng x ly thong tin theo nhngnh kien, ma ieu nay dan en viec hieu noi dung cua thong iep oi khi khong nh

ngi ban mong i. Do o, nhng thong iep truyen thong marketing phai c thiet kehet sc can than va ro rang e ngi nhan khong the hieu thong iep theo nhng cachkhac vi muc ch cua ngi ban.

S lu gi co chon loc the hien viec khach hang khong lu gi trong bo nh cua ngio tat ca nhng thong tin a c tiep nhan va x ly, ma ch nh mot so va quen i socon lai. Ham y marketing ay la neu nha marketing muon khach hang nh lau nhngthong iep cua mnh th thong iep phai c thiet ke an tng, khac biet va co tan suatphat lap lai cao.

CH 4-6 Phan tch qua trnh quyet nh mua hang cua ban than ban oi vi mot san pham cu the ma bana mua gan ay. Li ch cua viec nghien cu qua trnh quyet nh mua hang oi vi nha quan tr la g?

Th du, gan ay toi co nhu cau mua mot chiec TV man hnh tinh the long (LCD).Nhu cau c noi len khi ngi hang xom a mua mot chiec TV man hnh tinh the longva c lap rat ep trong phong khach cua gia nh anh ta. Toi thay rang nha mnh cungcan co mot chiec nh the (giai oan y thc nhu cau).Toi a hoi ngi hang xom ve cach chon TV LCD va nhng nhan hieu TV LCD ang coban tren th trng. Sau o vai ngay, toi a i khao sat cac ca hang ban TV LCD, thuthap catalog va hoi nhng ngi ban e hieu them ve nhng thuoc tnh cua san pham nh

o phan giai, o trung thc mau, kch thc man hnh, chieu day, o ben mau, am thanh,kieu dang, dch vu sau khi ban va gia (giai oan tm kiem thong tin).Toi a cho iem nhng thng hieu hien co ban tren th trng theo nhng thuoc tnh trenva thay rang thng hieu Samsung la co gia tr ky vong cao nhat (giai oan anh gia cacphng an).Tuy the, vao hom i mua, toi a quyet nh chon thng hieu Panasonic v ngay trchom o mot ngi ban a het li ca ngi Panasonic va v khi xem xet thc te th kieudang Panasonic cung rat ep (giai oan quyet nh mua).Sau khi mua, toi thay hi hoi han v gia cua san pham nay kha cao so vi TV plasma,

nhng qua trnh dung cho thay hnh anh rat ep. Sau mot thi gian, toi thay hoan toan hailong ve san pham a mua (giai oan hanh vi sau khi mua).

Li ch cua viec nghien cu qua trnh quyet nh mua hang oi vi nha quan tr la rat toln.Neu nha quan tr biet nhng yeu to nao ong vai tro chu yeu trong giai oan y thc nhucau, nha quan tr co the s dung nhng yeu to o e kch thch nhu cau phat trien.Neu biet c ngi tieu dung thng muon tm kiem nhng thong tin g va ho tham khaothong tin au, nha quan tr se co nhng bien phap thiet ke thong iep va e thong tin

nhng ni ma khach hang hay tham khao.Neu biet c ngi tieu dung hay anh gia san pham theo mo hnh anh gia nao va coi

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nhng yeu to nao la quan trong, nha quan tr se thiet ke san pham phu hp hn oi vinhng thuoc tnh ma ngi tieu dung cho la quan trong.

CH 4-7 Nhom tham khao co the gay anh hng nh the nao en viec la chon loai san pham (nen mualoai san pham nao) va thng hieu s dung (nen mua thng hieu nao trong loai san pham a chon) oi

vi nhng mat hang di ay: (a) ban ghe gia nh thong thng; (b) xe may bnh dan; (c) may ra batgia nh; (d) vt ten-nt Wilson.

Ban ghe gia nh la hang thiet yeu tieu dung chon rieng t. Xe may bnh dan la hangthiet yeu tieu dung ni cong cong. May ra bat gia nh la hang xa x tieu dung chonrieng t. Vt ten-nt Wilson la hang xa x tieu dung ni cong cong.

Theo ly thuyet, anh hng cua nhom tham khao en s la chon loai san pham oivi hang xa x la manh hn oi vi hang thiet yeu. Anh hng cua nhom tham khao ens la chon thng hieu oi vi hang dung ni cong cong la manh hn oi vi hang dung chon rieng t.

Do o, anh hng cua nhom tham khao en viec la chon loai san pham mua sam oi vi ban ghe gia nh, xe may bnh

dan (hang thiet yeu) la yeu hn oi vi may ra bat, vt ten-nt (hang xa x) en viec la chon thng hieu tieu dung oi vi ban ghe gia nh, may ra bat

(hang dung chon rieng t) la yeu hn oi vi xe may, vt ten-nt (hang dung nicong cong).

CH 4-8 Nhng giai oan nao trong vong i gia nh la co trien vong nhat oi vi cac nganh hang sau:(a) sa uong tre em; (b) kem dng da danh cho n; (c) xe o to cho gia nh; (d) thuoc vitamin; (e) tu

lanh; (f) bao hiem nhan tho va (g) du lch nc ngoai.(a) Sa uong tre em: 3; (b) kem dng da danh cho n: 1, 5, 6; (c) xe o-to cho gia nh: 5,6; (d) thuoc vi-ta-min: 7, 8, 9; (e) tu lanh: 2, 5, 6; (f) bao hiem nhan tho: 5, 6; (g) du lchnc ngoai: 5, 6.

CH 4-9 S dung mo hnh hanh vi ngi tieu dung, hay giai thch tai sao co nhng hanh vi sau ay:

(a) Mot so ngi tieu dung i mua sam nhieu ca hang khac nhau, trong khi mot songi khac lai ch hay lui ti mot vai ca hang. o la do ac iem ca nhan: ca tnh hayphong cach song cua ngi o. Nhng ngi co tnh can than thng co xu hng danh

thi gian e thu thap thong tin, so sanh cac phng an mua t nhieu ca hang. Nhngngi khong thch mao hiem thng ch mua t mot so t cac ca hang quen.

(b) Mot so san pham c mua sau khi a c tm hieu nghien cu ky lng, trong khimot so san pham khac c mua ngay sau khi mi chu y en no. ieu o phan anh mco quan tam cua ngi tieu dung. Co nhng hanh vi mua quan tam nhieu, trong khi conhng hanh vi mua quan tam t.

(c) Hai ngi cung i qua mot tam bien quang cao, mot ngi chu y va nhan thc ro ve

quang cao o rat ro con ngi kia th tham ch khong he nhan thay s ton tai cua no. ieunay la do ac iem chu y co chon loc trong nhan thc cua ngi tieu dung. Viec mot

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ngi chu y va nhan thc ro ve bien quang cao co the la do ngi nay ang co nhu cau vesan pham c quang cao.

CH 4-10 Cho th du e minh hoa khai niem hnh anh ban than a anh hng nh thenao en viec muasam san pham cua ban hay nhng ban be hoac ngi than cua ban.

Toi muon ngi khac nhn mnh nh la mot ngi tre trung (hnh anh ban than xa hoi lytng), do o toi a mua mot chiec ao chim co (mau sac sac s, hoa van phc tap).

CH 4-11 Ban ky vong vai tro nao ngi chong, ngi v hay nhng ngi con cua ho khi quyet nhmua cac mat hang sau ay: a/ An toi nha hang; b/ May vi tnh; c/ Dung cu tap the duc nha.

Theo ly thuyet, nhng vai tro co the xuat hien trong viec mua sam san pham cua mot canhan la ngi khi xng, ngi anh hng, ngi mua, ngi quyet nh, ngi s dung.Tren thc te, nhng vai tro co the rat khac nhau. Di ay ch la mot trong nhieu phng

an co the xay ra.a) An toi nha hang. Chong co the la ngi khi xng, con la ngi anh hng, vla ngi quyet nh. Ca ba la ngi s dung.

b) May vi tnh. V la ngi khi xng, chong la ngi anh hng, con la ngiquyet nh va la ngi s dung.

c) Dung cu tap the duc nha. Con la ngi khi xng, v la ngi anh hng,chong la ngi quyet nh va la ngi s dung.

CH 4-12 Bai tap ve gia tr ky vong

Mot nghien cu ve ngi tieu dung tai mot thanh pho oi vi loai san pham la TV cho raket qua di ay. Cac so lieu trong bang la trung bnh cua cac y kien cua ngi tieu dungtai thanh pho o theo bon thuoc tnh la hnh anh, am thanh, kieu dang va gia; va theo bonthng hieu pho bien la Son, Sam, Luk va Dae. Cac iem so anh gia c cho t 1 en10, iem cang cao tc la thuoc tnh o c anh gia cang cao. Rieng oi vi gia, iemanh gia cang cao co ngha la gia cang re.

Hnh anh Am thanh Kieu dang Gia

Son 10 8 6 4

Sam 8 9 8 3

Luk 6 8 10 5Dae 4 3 7 8

Trong so wj 0,4 0,3 0,2 0,1

Cau a. Xac nh gia tr ky vong cua cac thng hieuV(Son) = (0,4).(10) + (0,3).(8) + (0,2).(6) + (0,1).(4) = 8,0V(Sam) = (0,4).(8) + (0,3).(9) + (0,2).(8) + (0,1).(3) = 7,8V(Luk) = (0,4).(6) + (0,3).(8) + (0,2).(10) + (0,1).(5) = 7,3V(Dae) = (0,4).(4) + (0,3).(4) + (0,2).(7) + (0,1).(8) = 4,7

Theo mo hnh gia tr ky vong, thng hieu co kha nang c chon mua cao nhat la Son.

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Cau b. Neu toi la nha marketing cua Luk, trc het can phan tch nhng iem manh iem yeu cua Luk va la chon chien lc tai nh v hnh anh cua Luk trong tam tr cuakhach hang.

Luk manh ve kieu dang va gia re hn Son va Sam, yeu hn mot chut so vi Son vaSam ve am thanh, yeu hn nhieu so vi Son va Sam ve hnh anh. Khach hang lai cho rang

hnh anh la quan trong nhat, Nhng iem so anh gia nay the hien chat lng cam nhancua Luk. Chat lng cam nhan nay co the phan anh ung hoac khong that ung chatlng thc.

e cai thien gia tr ky vong cua thng hieu Luk, co the la chon mot trong nhngchien lc sau:

1) Tai nh v thc: tap trung hoan thien san pham thc, sau o tung ra th trngmodel san pham mi vi ten mi. Gia s cai thien c 2 iem ve hnh anh, vagia ban se cao hn trc vi iem anh gia ve gia giam 2 iem, tc la iem hnhanh se la 6+2=8, iem oi vi gia se la 5-2 = 3. Gia tr ky vong se tang them:(0,4).(2) + (0,1).(-2) = 0,6. Gia tr ky vong mi cua Luk se la 7,3 + 0,6 = 7,9.

2) Tai nh v tam ly: tang cng quang cao, to chc s kien e gii thieu san phamLuk. ieu nay co the lam thay oi iem anh gia cua khach hang oi vi thuoctnh hnh anh cua Luk. Gia s tang iem hnh anh them 1 iem th gia tr ky vongcua Luk se tang 0,4 iem, tc la gia tr ky vong mi cua Luk la 7,3 + 0,4 = 7,7.

3) Thay oi th trng: Nhom khach hang c nghien cu ay co quan iem chorang gia la t quan trong nhat. o la nhng ngi mua nh hng chat lng,trong khi Luk lai co li the ve gia. Chung ta hng ti nhng khuc th trng khacma coi trong ve gia hn. Gia s, mot nhom khach hang nh hng gia, co iemtrong so oi vi hnh anh, am thanh, kieu dang va gia lan lt la 0,3; 0,2; 0,2 va

0,3 (tc la iem trong so oi vi gia tang 0,2 iem, tong cac trong so bang 1). Khio: V(Son) = 7,0; V(Sam) = 6,7; V(Luk) = 6,9; V(Dae) = 5,6. V tr cua Luk sec cai thien t th ba len th hai.

4) Thu hut s chu y cua khach hang ti nhng thuoc tnh cha c xem xet madoanh nghiep co li the. Mot so thuoc tnh khac cua TV ma cha c e cap ladch vu bao hanh, cac chc nang cua TV, tai lieu hng dan Luk co the a radch vu bao hanh lau hn so vi cua Son va Sam nham tao s yen tam nhieu hncho nhng khach hang cua no.

Lu y : Khi tra li cau hoi thi tng t nh the nay, sinh vien khong nhat thiet phai a ra tat ca nhng

phng an tren ay. Viec a ra 2 hoac tham ch ch can 1 phng an hoan thien vi lap luan chat cheva c tnh cu the co the c xem la a tra li ay u.

CH 4-13 Trnh bay nhng iem khac biet trong hanh vi mua cua khach hang cong nghiep so vi hanh vimua cua ngi tieu dung.

Nhng s khac biet gia hanh vi mua cua khach hang so vi hanh vi mua cua ngi tieudung la:

1. Mua trc tiep nhieu hn. Khach hang cong nghiep mua trc tiep t nha san xuatnhieu hn la ngi tieu dung.

2. Tan suat mua sam thap hn. So lan mua sam vat t, thiet b trong mot nam cuakhach hang cong nghiep thng thap hn so vi so lan mua sam san pham tieu

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dung cua ngi tieu dung.3. Gia tr n hang cao. Gia tr hang hoa trong mot lan mua cua khach hang cong

nghiep thng ln hn nhieu so vi cua ngi tieu dung. Ly do la: (1) khach hangcong nghiep thng can mua vi so lng ln e phuc vu viec san xuat vi sanlng ln; (2) viec lay so lng ln tao ieu kien hng chiet khau ln t nha

cung cap va giam chi ph at hang, chuyen ch tren mot n v san pham.4. Quan he ngi mua ngi ban gan hn. Ngi mua coi la nha cung cap la motoi tac quan trong trong mang li cung cap gia tr cho khach hang cua ngi mua.Ngi ban thng co mot so lng nho khach hang cong nghiep va doanh thu coc t moi khach hang lai rat ln. V le o, ca hai ben eu chu trong duy tr quanhe gan gui vi nhau.

5. Yeu cau cao ve o tin cay cua chat lng san pham. Khach hang cong nghiepthng yeu cau cao ve o on nh cua chat lng san pham cua nha cung cap v noanh hng trc tiep ti chat lng san pham cuoi cung cua khach hang congnghiep.

6. Yeu cau cao ve dch vu i kem. Khach hang cong nghiep thng co yeu cau caove cac dch vu sau khi ban nh la hng dan ky thuat, bao hanh, sa cha, cungcap phu tung.

7. Thi gian am phan lau hn. Gia tr n at hang ln, s tham gia cua nhieu ngivao qua trnh quyet nh mua, tam quan trong cua san pham can mua va cac dchvu sau khi ban oi vi qua trnh san xuat cua khach hang cong nghiep lam cho thigian am phan khi mua sam cua khach hang cong nghiep thng lau hn so vicua ngi tieu dung.

8. Thue thiet b nhieu hn.9. Nhng thoa thuan co i co lai. Khach hang cong nghiep co the yeu cau nha cung

cap cua ho phai mua giup ho mot so lng nhat nh san pham cua khach hangcong nghiep.

CH 4-14 Trong hanh vi mua cua khach hang cong nghiep, qua trnh quyet nh mua vi kieu hanh vimua lap lai khong thay oi ve yeu cau co g khac vi qua trnh quyet nh mua vi kieu hanh vi mua chonhiem vu mi?

Trong hanh vi mua lap lai khong thay oi ve yeu cau (hanh vi mua theo thong le), khachhang cong nghiep khong thc hien rat nhieu giai oan trong 8 giai oan cua qua trnh

quyet nh mua cong nghiep. Ho ch thc hien 2 giai oan la giai oan 3 (xac nh cacyeu cau chi tiet oi vi san pham) va giai oan 8 (anh gia ket qua thc hien cua nhacung cap). Trong hanh vi mua lan au cho nhiem vu mi, khach hang cong nghiep thchien ca tat ca cac giai oan trong qua trnh quyet nh mua. Qua trnh quyet nh mua oivi kieu hanh vi mua cho nhiem vu mi thng la dai hn va oi hoi nhieu thong tin vas thuyet phuc t pha nhng ngi ban tiem nang so vi qua trnh quyet nh mua cuakieu hanh vi mua theo thong le.

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CHNG 5PHAN KHUC TH TRNG, LA CHON TH TRNG MUC TIEU VA

NH V

CH 5-1 Phan khuc la g? Tai sao phai phan khuc th trng? Co trng hp nao doanh nghiep khongcan phan khuc th trng hay khong?

Phan khuc la hanh ong phan chia th trng (khach hang) thanh cac nhom, moi nhom lamot khuc (hay mot oan) sao cho cac thanh vien trong moi khuc tng t ve nhu cau, concac khuc khac nhau th khac nhau ve nhu cau.

Nhng ly do cua viec phan khuc th trng la:S khac biet ve nhu cau cua cac khach hang. Trong a so lnh vc san pham, nhngkhach hang khac nhau co nhng yeu cau rat khac nhau oi vi san pham va cac bien sokhac trong marketing-mix.S canh tranh ngay canh manh me trong nganh. ieu nay oi hoi nha marketing phaihieu biet sau sac hn cac oi thu ve nhu cau cua tng khuc va ap ng nhng nhu caunay tot hn cac oi thu.S gii han ve nguon lc cua ngi ban. Moi ngi ban eu co nhng kha nang nhat nhve cong nghe, tai chnh hay marketing. Do o, viec co gang dan trai cac nguon lc huhan e phuc vu tat ca cac khach hang vi nhng nhu cau cu the va kha nang thanh toanrat a dang to ra khong kha thi hoac khong hieu qua.

Co nhng trng hp ma doanh nghiep khong can phan khuc th trng. o la:Doanh nghiep khong b oi mat vi s canh tranh, tc la doanh nghiep la ngi ban duynhat trong nganh.Khach hang la ong nhat ve s thch hay nhu cau.

CH 5-2 Hay cho mot so th du ve san pham hay dch vu ma nhu cau oi vi nhng san pham nay co thechu s thay oi bi cac yeu to sau: (a) a ly; (b) Ca tnh; (c) Gii tnh va (d) Tuoi.

a/ Nhu cau thay oi theo ac iem a ly: Ngi tieu dung mien Bac ve mua ong can mua ao khoac day, chan bong am,nem am, khan len; trong khi o ngi tieu dung mien Nam ch can mot ao khoacmong vao thi ky cuoi nam.

Ngi tieu dung mien nui can nhng xe may, o-to co gam xe cao, co kha nangleo doc tot, trong khi nhng ngi tieu dung ong bang khong yeu cau nhieu veac iem nay.

b/ Nhu cau thay oi theo ca tnh: Nhng ngi co ca tnh manh dan, soi noi thng thch mac ao gam mau nong nh

o, da cam, hong. Trong khi o, nhng ngi co ca tnh nhut nhat, kn ao thngthch mac gam mau mat hay lanh nh xanh l, xanh tham, trang hay xam.

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c/ Nhu cau thay oi theo gii tnh: oi vi san pham xe ap hay xe may, gio xe oi vi n la rat quan trong, oi vi

nam la t quan trong hn. Kieu dang xe sao cho len xuong xe de dang va co cho eo rong rai oi vi n la quan trong hn la oi vi nam.

d/ Nhu cau thay oi theo tuoi:

Tre em nho hn 6 tuoi thng thch an snack. V chong tre cha con thng muasam nhieu o go, hang lau ben cho gia nh. Ngi cao tuoi thng mua sam nhieuthuoc bo, thuoc cha benh.

CH 5-3 Cho th du ve cac cach phan khuc th trng da tren: (a) C s a ly; (b) C s nhan khau; (c)C s hanh vi mua sam; (d) C s tam ly.

a/ Phan khuc theo a ly: Toyota a ra xe 7 cho LandCruiser phuc vu i lai trung du,mien nui; Zace 7 cho e phuc vu vung ong bang, o th.

b/ Phan khuc theo nhan khau: Toyota co xe Camry 3.0 va 2.4 e phuc vu nhng ngi cothu nhap rat cao; xe Corolla Vios va Corolla Altis phuc vu ngi co thu nhap cao.

c/ Phan khuc theo hanh vi mua: Unilever a ra bao b chai nha 100ml, 200ml, 300ml, 1loi vi dau goi Clear phuc vu nhng ngi mua e dung nha, bao b goi nho 8ml ephuc vu nhng ngi mua e i cong tac, du lch.

d/ Phan khuc theo tam ly: Nha san xuat o the thao Nike nhan manh vao nhng khachhang co ca tnh soi ong (exciting), Lexus hng ti ca tnh phc tap (sophisticated). Cacdch vu sa cha o ien, ien t tai nha hng ti nhng ngi co phong cach tiet kiemthi gian. Cac nha san xuat bo o nghe sa cha ien, c kh cho ca nhan nham ti nhomnhng khach hang co phong cach thch t lam lay.

CH 5-4 Nhng c s phan khuc th trng ngi tieu dung co g khac so vi nhng c s phan khuc thtrng ngi mua cong nghiep?

Co nhng s tng t va s khac biet sau ay gia nhng c s phan khuc ngi tieudung va phan khuc khach hang cong nghiep.

C s phan khuc Phan khuc ngi tieu dung Phan khuc khach hang cong nghiep

Phan khuc theo aciem tam ly

Co, theo ca tnh hay phong cachsong cua ca nhan

Khong. V khach hang cong nghiep mua sam theo ly trnhieu hn va co nhieu ngi tham gia vao qua trnh quyetnh mua.

Phan khuc theo aciem nhan khau

Co, theo ac iem nhan khau cuaca nhan

Co, nhng theo ac iem cua doanh nghiep nh quy modoanh nghiep, nganh nghe, ac iem s hu Nha nchay t nhan

Phan khuc theo aciem hanh vi mua

Co, theo dp s dung, li ch tmkiem, s trung thanh vi thnghieu

Co, theo mc o khan cap, quy mo n at hang va s comat cua yeu cau mi

Phan khuc theo aciem a ly

Co, theo ac iem a hnh, khhau, dan c cua khu vc ma ngitieu dung sinh song

Co, nhng theo v tr a ly cua doanh nghiep

Phan khuc theo cachtiep can mua sam

Khong Co, theo ac iem phan quyen, c cau quyen han, chnhsach mua sam cua khach hang cong nghiep

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CH 5-5 Thenao la th trng ngach (a niche market)? Cho th du e minh hoa khai niem nay.

Th trng ngach hay ngach th trng (a niche market) la mot nhom khach hang nho,cha c phuc vu bi cac nhng ngi ban ln trong nganh. Th du, Bitis a xac nhcac tnh Tay Nam cua Trung Quoc giap nc ta la mot trong nhng th trng ngach cuaho. Ly do la:

Nhng ngi tieu dung ay cha c nhng nha san xuat giay dep cua TrungQuoc chu y v ai bo phan dan c ay la ngheo va khoang cach a ly t thtrng ti cac nha san xuat giay dep cua Trung Quoc la xa.

Khoang cach a ly t th trng nay ti Viet Nam la gan hn so vi khoang cacha ly t th trng nay ti cac nha san xuat cua Trung Quoc.

Trong so nhng ngi dan ay, co nhng nhom ngi co yeu cau cao oi vi sanpham giay dep, ma yeu cau nay rat phu hp vi nhng giay dep c san xuattheo chat lieu EVA ma Bitis ang co the manh.

Trong kinh doanh buon ban nho, mot ngi ban xoi, ngi lai xe om, mot dch vu sacha quan ao trong mot khu chung c ang phuc vu th trng ngach, o la nhng ngidan khu chung c o. Doanh thu cua nhng dch vu nh vay khong ln en mc e caccong ty ln au t cung cap dch vu o.

CH 5-6 ac iem cua ba chien lc chiem lnh th trng: marketing khong phan biet, marketing phanbiet va marketing tap trung. Cho th du ve mot so cong ty a theo uoi cac chien lc tren.

Sinh vien t nghien cu ly thuyet va tra li cau hoi nay.

CH 5-7 Trong trng hp nao th cong ty nen ap dung chien lc marketing tap trung? marketing aphan khuc? marketing vo phan khuc?

Chien lc marketingkhong phan biet

Chien lc marketing phanbiet

Chien lc marketing taptrung

ac iem cua cac sanpham cung nganh

t khac biet Khac biet Khac biet

ac iem cua th trng ong nhat ve s thch Khong ong nhat ve sthch

Khong ong nhat ve sthch

Quy mo cua th trng tiemnang

Nho Ln Ln

So KH hien tai tren tong soKH tiem nang

Ln Nho Nho

Giai oan trong chu ky songcua san pham

Gii thieu Tang trng, Bao hoa Gii thieu, Suy thoai

Chien lc cua oi thu Khong phan biet Phan biet hoac tap trung Phan biet hoac tap trung

Nguon lc cua doanh nghiep Doi dao Doi dao Han che

CH 5-8 Cac li ch nao ma ban se nhan manh trong viec quang cao cac mat hang sau cho cac gii khachhang tng ng: (a) may cassette danh cho gii giao vien; (b) kem anh rang danh cho gii ngh hu va(c) du lch nc ngoai mot tuan danh cho gii n lam viec tai cong s.

San pham Khach hang Li ch can nhan manh Ly do

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May cassette Giao vien Kha nang hoc ngoai ng vanghe tin tc (gia s may coradio)

Giao vien co nhu cau ln ve hoc ngoai ngva nghe tin tc, hn la nghe nhac, giai tr

Kem anh rang Nhng ngi nghhu

Lam chac rang, giam thieunguy c rung rang

Ngi gia co nhu cau ln ve rang phai chackhoe, hn la nhu cau ve rang trang hay hith thm tho

Du lch nc ngoai1 tuan N nhan vien cong s Nhng ngay thoai mai, thoatkhoi ap lc cong viec cangthang va nham chan

N nhan vien van phong thng b ap lccong viec va luon ban ron vi viec x lynhng giay t hang ngay

CH 5-9 Mot nha san xuat cac san pham cham soc toc (dau goi, dau xa) muon xac nh nhu cau thtrng trong moi mot khu vc (tnh, thanh pho) cua Viet nam oi vi san pham nay. Nhng yeu to naoco kha nang anh hng en nhu cau th trng oi vi san pham nay?

Nhu cau th trng oi vi dau goi = Dan so x Lng san pham bnh quan c mua bimot ngi mot nam x n gia bnh quan cua 1 san pham. Nhu cau th trng mot tnhse phu thuoc vao:

Dan so cua tnhLng mua sam bnh quan cua mot ngi trong tnh: lng nay lai phu thuoc vao (1) thoiquen s dung dau goi; (2) n gia san pham dau goi; (3) ac iem san pham, phan phoiva xuc tien ban cua nganh san xuat dau goin gia bnh quan cua 1 san pham

CH 5-10 Hay liet ke cac khuynh hng dan so co anh hng ra sao oi vi nhu cau ve cac san pham,dch vu sau ay: a/ Sieu th; b/ Ca hang the duc thethao; c/ Ca hang thuoc tay; d/ Nha hang.

a/ Dan so tang

so sieu th tang, so ca hang va nha hang tang.b/ Ty trong thanh thieu nien tang so ca hang the duc the thao tang.c/ Ty trong ngi gia tang so ca hang thuoc tay tang.d/ So gia nh t con tang so lan i an ben ngoai cua gia nh se nhieu hn dch vunha hang phat trien.

CH 5-11 Nhng san pham ma nhu cau oi vi b anh hng manh bi sc mua cua khach hang la g?Cho th du minh hoa.

o la hang xa x. Theo nh ngha cua kinh te hoc, hang xa x la san pham co o co dan

cua cau theo thu nhap la ln hn 1. Tc la, neu nh thu nhap tang 2 lan th lng mua samse tang hn 2 lan. San pham nao c coi la hang xa x cung phu thuoc vao mc o phattrien kinh te cua quoc gia hay cua khu vc ma ngi tieu dung song. Th du nh may thuhnh mau s dung cong nghe ong hnh 10 nam trc la hang xa x, th nay la hang thietyeu.

Mot so mat hang thng c coi la xa x hien nay la: may ra bat, may hut bui, o-tocon, xe may at tien, may thu hnh man hnh tinh the long (LCD), giao duc

CH 5-12 Cho th du ve cac chng trnh quang cao e minh hoa cac phng an nh v sau: (a) nh v

da tren thuoc tnh; (b) nh v da tren hnh anh.a) nh v theo thuoc tnh la viec thiet ke thong iep nhan manh vao mo ta nhng

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thuoc tnh va nhng li ch co c t nhng thuoc tnh o. Th du: Trong motquang cao cua Head & Shoulders co noi la H&S co ZPTO giup lam sach gau trentoc.

b) nh v da tren hnh anh la viec thiet ke thong iep khong noi trc tiep ti nhngthuoc tnh hay li ch cua san pham, ma cung cap boi canh e khan gia lien he vi

san pham. Th du: Quang cao cua Heineken vi hnh anh mot nam thanh nienvn len cao e lay not thung Heineken cuoi cung trong sieu th cho ban than, chkhong phai la lay giup co gai, ngi a nh chang trai nay lay giup v co khong uchieu cao. Trong quang cao nay, khong co li nao noi ve thuoc tnh hay li ch cuaHeineken, nhng ngi xem eu hieu quang cao muon noi rang Heineken la ratac biet, hay ch co the la bia Heineken mi co the hap dan ngi ta en mckhong nhng nhn ngi khac nh vay.

CH 5-13 Doanh nghiep BK kinh doanh mot san pham tieu dung la dau goi ang nh tham nhap th

trng tieu dung tai tnh X. Cong ty nay a chia th trng tai tnh nay thanh 3 nhom ho gia nh la A,B va C. Cac oi thu canh tranh hien tai trong moi khuc co th phan ngang nhau. Cac oi thu tiem nangc d bao la co sc manh ngang vi cac oi thu hien tai trong moi khuc, va se nhap nganh vao namti. Yeu cau cua cac khuc th trng A, B va C tng ng la cao, trung bnh va thap. Kha nang doanhnghiep BK ap ng cac yeu cau nay la mc cao oi vi tat ca cac khuc. So lieu chi tiet nh bangdi ay. Gia s BK ch la chon chiem lnh mot trong ba khuc tren, no se la chon khuc th trngnao? Hay giai thch va chng minh.

Cac d lieu co the c tom tat va ky hieu trong bang di ay.

Loai ho gianh

So lng ho gianh (1000 ho)

Chi tieu bq namcua mot ho(1000/ho)

Sooi thu hientai

So oi thu nhapnganh tiem

nang

Toc o tangtrng ve quy

mo

Ty suat linhuan trendoanh thu

Yeu cau cuakhuc th trng

N C Mht Mtl g r

A 100 600 5 2 15% 20% Cao

B 300 400 10 4 10% 15% Trung bnh

C 600 200 15 5 5% 10% Thap

Li giai nh sau:ai lng Cach tnh n v tnh A B C

TQht N x C Trieu ong 60.000 120.000 120.000

TQtl Qht x (1+g) Trieu ong 69.000 132.000 126.000

M Mht + Mtl - 7 14 20Rkv TQtl/(M+1) Trieu ong 8.625 8.800 6.000

tl Rkv x r Trieu ong 1.725 1.320 600

Li nhuan ky vong t khuc th trng A la ln nhat. Mac du yeu cau cua khuc th trngnay la cao nhat, nhng doanh nghiep van co kha nang ap ng c. Do o, nen chonkhuc th trng A.

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CHNG 6CHNH SACH SAN PHAM

CH 6-1 Trnh bay cac noi dung cua chnh sach san pham.

Chnh sach san pham bao gom cac noi dung:1) Chnh sach chung loai: vi hon hp san pham hien co, nen nh hng au t cho

cac dong san pham nh the nao. Neu doanh nghiep cha san xuat san pham nao,th nh hng au t cho cac san pham mi nen nh the nao.

2) Chnh sach chat lng cua san pham chnh (hang hoa hay dch vu chnh): nhngac iem can co cua san pham la g? Nhng ac iem nao tao nen s khac bietcho doanh nghiep?

3) Chnh sach thng hieu: ten cua san pham se phat trien la g? Nen s dung cachat ten rieng re hay at ten chung vi ten doanh nghiep hay ket hp?

4) Chnh sach bao b va nhan hang hoa: ac iem cua cac loai bao b va nhan hanghoa sao cho am bao viec bao quan san pham tot, van chuyen va cat gi thuantien va hap dan khach hang.

5) Chnh sach dch vu ho tr: Nhng dch vu i kem theo san pham chnh la g? Ai secung cap nhng dch vu ho tr sau khi ban cho khach hang?

6) D bao lng ban va doanh thu: Vi tat ca nhng ac iem noi tren cua san pham,gia ban thch hp cho san pham se san xuat nen la khoang bao nhieu? Lng ban

va doanh thu co the at c sau 3 thang, 6 thang hay 1 nam se la bao nhieu?

CH 6-2 Thenao la hon hp san pham, dong san pham? Cho th du ve cac dong san pham, hon hp sanpham cua mot so doanh nghiep hien nay.


CH 6-3 Khach hang khong mua san pham, ho mua li ch. Vi quan iem tren, ban hay thiet kekhau hieu ve san pham oi vi mot so mat hang sau: (1) van tai hanh khach; (2) bao hiem; (3) nemging; (4) xe may.


CH 6-4 Hay i dao quanh mot vai ca hang va sieu th va lap danh sach cac bao b xuat sac va bao bkem. Nhng nhan tonao khien ban anh gia chat lng bao b nh vay?

Cac ac iem cua bao b tot:1. Tnh bao ve san pham tot (khong ro r, khong lam san pham h hong );2. Tnh tien dung (de van chuyen, xep d, ong m, kch c phu hp vi oi tng

mua sam va s dung);3. Tnh thong tin ay u (cha ng ay u thong tin ve san pham nh ngay san

xuat, a iem san xuat, doanh nghiep san xuat, thanh phan, han s dung, hngdan s dung )

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4. Tnh tham my (c thiet ke an tng, bat mat, bo cuc ep)5. Tnh than thien vi ngi dung va moi trng (khong gay hai cho ngi s dung,

cho moi trng).

CH 6-5 Neu ten mot so doanh nghiep xuat sac ve cac dch vu ho tr cho san pham chnh: dch vu trc

ban hang va dch vu sau ban hang.


CH 6-6 So sanh hon hp marketing (marketing-mix) oi vi hang lau ben va hang khong lau ben.

Hang khong lau ben Hang lau ben

Th du Thc pham ong hop o go, o ien t gia dung

Cac ac iem mua sam

Thi gian va cong sc bo ra e mua sam Rat t Nhieu

Thi gian dung e lap ke hoach mua sam Rat t Nhieu

Can nhac gia/chat lng t Nhieu

n gia Thng thap CaoTan suat mua sam Thng xuyen Khong thng xuyen

Marketing-mix

Bao b Rat quan trong Quan trong

Dch vu sau khi ban t, khong quan trong Quan trong

So vong quay hang ton kho Cao Thap

Ty le li Cao Thap

Mc li Thap Cao

o dai cua kenh Dai Ngan

Ngi ban le t quan trong Quan trong

So iem ban Cang nhieu cang tot Han che

Trng bay tai ni mua sam Rat quan trong Quan trongTen san pham hay ten ca hang quan tronghn

Ten san pham Ca hai

Ty le gia chi tieu cho quang cao va chi tieucho ban hang trc tiep

Ln Nho

CH 6-7 Nhng yeu tocan tr viec phat trien mot san pham mi thanh cong la g? (Tr.86)

Nhng yeu to can tr viec phat trien mot san pham mi thanh cong la:

Thieu y tng cai tien quan trong: con lai rat t cach cai tien trong mot so lnh vcTh trng qua nho: th trng b xe nho do canh tranh manh, nh the doanh nghiep phaihng vao nhng khuc th trng nho hn, dan ti mc tieu thu va li nhuan cung thaphn.

Nhng han che cua xa hoi va Nha nc: nhng tieu chuan an toan cong cong, sinh thai lamrac roi them qua trnh phat trien san pham miThieu von: y tng hay, nhng khong co tien e thc hienThi gian phat trien san pham mi ngay cang c rut ngan: oi thu canh tranh nhanh chanhn se thang

Chu ky song cua san pham ngan hn: b sao chep mau ma o at, kho co the thu hoi von aut

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CH 6-8 Cac chien lc keo dai ve pha tren va keo dai ve pha di co quan he rat mat thiet vi chuky kinh doanh. Cac doanh nghiep nen keo dai dong san pham ve pha tren trong giai oan thnh vngva keo dai dong san pham ve pha di trong giai oan suy thoai. Ban co ong y vi phat bieu naykhong? Hay giai thch.

ong y nhng khong hoan toan. Khi suy thoai, doanh nghiep co the a ra nhng sanpham co gia thap hn trong cung dong san pham, nhng khong c xao nhang nhngthng hieu chat lng cao gia cao san co. V neu nh coi nhe nhng thng hieu chatlng cao gia cao, th khi nen kinh te hoi phuc, doanh nghiep se anh mat v tr chatlng cao trong tam tr khach hang.

CH 6-9 Neu ten mot sodang san pham ma ban cho la no ang trong giai oan gii thieu, tang trng,bao hoa. Mo ta th trng cua nhng san pham nay.

Sinh vien t lay th du minh hoa.

CH 6-10 Hay cho th du ve hai san pham ang trong giai oan suy thoai cua chu ky song san pham.Vi moi trng hp, ban co ngh rang no co kha nang hoi phuc khong? Tai sao?

Xe ap cac thanh pho ln co the xem nh la giai oan suy thoai. Trong tng lai, xeap van co the hoi phuc, nhng di dang khac, cho nhng trng hp s dung khac. Khio, xe ap khong phai la mot phng tien i lai thong thng na (v s phat trien cua xebuyt hay xe may gia re), ma se la mot phng tien tap the duc the thao hay du lch.

CH 6-11 Trong trng hp nao di ay, mot cong ty nen s dung ten cua no lam ten cua san pham:(a) nha san xuat quan ao nam gii gii thieu san pham quan ao danh cho n; (b) nha san xuat san phamcham soc toc gii thieu mot dong san pham may say toc mi va (c) mot cong ty khach san a co nhngkhach san loai va va loai sang, nay a them dong khach san bnh dan vi gia thap va t dch vu.

a/ Co the. Th du: nha san xuat quan ao bo Levi Strauss von san xuat quan ao bo cho nama m rong sang san xuat nhng quan ao bo cho n (Levis Girl).b/ Co the. V ay la nhng san pham co lien quan en viec cham soc toc, co lien he gangui.c/ Khong nen. Khach hang co the lan lon gia cac dong san pham cua doanh nghiep vakho tao dng uy tn.

CH 6-12 Cac chien lc chung loai san pham, nh gia, phan phoi va quang cao thay oi nh the naotrong cac giai oan khac nhau cua chu ky song san pham?

Sinh vien t nghien cu ly thuyet va tra li.

CH 6-13 Hoat ong marketing mot dch vu nh dch vu khach san co g khac vi hoat ong marketingmot san pham hu hnh nh bot giat? Hay so sanh ve cac phng dien: th trng, ac iem cua chnhsach san pham, gia, phan phoi va xuc tien ban.

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Bot giat Dch vu khach san

Khach hang ai chung Chon loc, nhng ngi i cong tac, co yeu cau cao vechat lng

San pham chnh Co the thay oi nhanh ve ac iem vanen thay oi

Khong nen thay oi nhanh ve ac iem ma can xaydng mot phong cach dch vu rieng, on nh

Dch vu ho tr t, khong quan trong Nhieu, rat quan trong vi khach hang (an uong, giai

tr, at ve may bay, dch vu thanh toan qua the tndung )

Yeu tokhac cua sanpham

Bao b rat quan trong, can thng xuyenoi mi

Yeu toquy trnh phuc vu (process), bang chng vatthe (physical evidence) va con ngi (people) la ratquan trong

Gia ban Mc li thap, ty le li cao Mc li cao, ty le li cao

Kieu nh gia Thng la nh gia khong phan biettheo a iem va thi gian

Thng la phan biet theo ac iem phong va theothi gian (mua, thang)

Phan phoi Rong rai, khong han cheso lng ngiban va a iem

Chon loc a iem xay dng khach san

Phng tien quang cao Phng tien ai chung, nham ti phu n

noi tr

Phng tien chon loc, nham ti ngi du lch va

thng nhan

CHNG 7CHNH SACH GIA

CH 7-1 Nhng yeu to can can nhac khi nh gia san pham la g?

Khi nh gia san pham, chung ta can can nhac nhng yeu to anh hng ben trong va benngoai doanh nghiep. Nhng yeu to ben trong doanh nghiep bao gom: chi ph san xuat kinhdoanh, muc tieu cua doanh nghiep va cac thanh phan khac trong marketing-mix (hanghoa va dch vu, phan phoi, xuc tien ban).

Nhng yeu to ben ngoai doanh nghiep bao gom: Khach hang: mc nhu cau, tnh thi iem cua nhu cau, o nhay cam oi vi gia,

khoang gia chap nhan c oi thu canh tranh: ac iem moi trng canh tranh (canh tranh hoan hao, canh

tranh co tnh oc quyen, oc quyen nhom, oc quyen), muc tieu va marketing-mixcua cac oi thu

Moi trng v mo: moi trng kinh te, chnh tr phap luat, cong nghe, van hoa xa hoi, nhan khau, t nhien

CH 7-2 Ban se e ngh tang gia hay giam gia neu o co gian cua cau theo gia nhan gia tr sau:(1) -0,5; (2) -2,4; (3) -1.

Neu muc tieu la toi a hoa doanh thu th: (1) Tang gia, v khach hang t nhay cam oi vigia; (2) Giam gia, v khach hang nhay cam oi vi gia va (3) Gi nguyen gia, v ngcau co dan n v, mc gia hien tai a lam cho doanh thu la ln nhat.

CH 7-3 u nhc iem cua phng phap nh gia theo chi ph bnh quan cong phu gia. Phan biet he so

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phu gia tren gia ban (ty le lai tren gia ban) va he so phu gia tren chi ph (ty le lai tren chi ph).

u va nhc iem cua nh gia theo chi ph bnh quan.u iem Nhc iem

n gian, de tnh toan Khi doanh nghiep lay ty le phu gia theo mc

chung trong nganh, gia cua san pham cuadoanh nghiep se tng t vi gia cua oi thu,loai tr kha nang tao chien tranh gia

Bo qua yeu to nhu cau cua khach hang va oi thu, do o gianh ra co the cao hoac thap

T duy ngc trong nh gia: e nh gia, doanh nghiep phaic tnh lng ban trc.

Phc tap doanh nghiep san xuat nhieu mat hang va phai phanbo chi ph gian tiep (phan ln nam trong chi ph co nh) etnh c chi ph bnh quan

CH 7-4 Trnh bay phng phap nh gia theo gia tr cam nhan. u iem cua phng phap la g?

Gia tr cam nhan (perceived value) la s anh gia cua khach hang ve ty so chat lng gia cua san pham cua doanh nghiep trong s so sanh vi cua san pham canh tranh. Giac nh ra tng xng vi chat lng cam nhan hoac re hn tng oi so vi gia cua oi

thu. Tc la ty so V1/P1 V2/P2 (1: san pham cua doanh nghiep; 2: san pham canh tranhtrc tiep). Chat lng cam nhan V1 va V2 c xac nh t nghien cu marketing.

u iem cua phng phap la: (1) tnh ti yeu to khach hang va oi thu khi nh gia;(2) the hien t duy nh v san pham.

CH 7-5 Tai sao khi nh gia cho san pham, ngi ta thng phai tien hanh phan tch hoa von? Trong so phan tch hoa von, ng bieu dien chi ph co nh va chi ph bien oi co luon la mot ng thang?Tai sao?

Phan tch hoa von la phan tch moi lien he gia lng ban, chi ph, doanh thu va li

nhuan. Phan tch hoa von co li ch: Xac nh lng ban hoa von Xac nh lng ban can thiet e at mot mc li nhuan mong i

CH 7-6 Trong phng phap nh gia theo chi ph tang them, nhng khach hang mua sau co the chng gia thap hn la nhng khach hang mua trc do khong phai chu chi ph conh na. o la uiem hay han checua phng phap? Doanh nghiep co gap kho khan g khi nh gia theo phng phapnay khong?

La u iem, v khi o doanh nghiep co the a ra cac mc gia khac nhau oi vi nhng

khach hang khac nhau nham phat trien th trng. Nhng doanh nghiep co gap kho khankhi nh gia theo phng phap nay: (1) s khieu nai cua khach hang; (2) s au c cuakhach hang.

CH 7-7 Mot doanh nghiep nen s dung cach tiep can nao e nh gia: hng chi ph hay hng thtrng?

Nen s dung ket hp ca hai cach tiep can. Khi nh gia theo chi ph, neu gia o cao so vioi thu, doanh nghiep se kho ban, con neu gia o thap so vi oi thu, doanh nghiep cothe ban nhieu nhng mat c hoi kiem li. Neu gia tnh theo cach tiep can hng th

trng nho hn gia tnh theo cach tiep can hng chi ph, doanh nghiep se phai tm cachcat giam chi ph hoac quyet nh khong san xuat mat hang o na.

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Tuy vay, viec nh gia theo th trng oi hoi doanh nghiep phai thng xuyen theodoi gia va cac thanh phan khac trong marketing-mix trong cac oi thu cung nh phai xacnh c ng cau cua khach hang. ieu nay noi chung la kho hn nhieu so vi viecxac nh chi ph cua doanh nghiep. Do o, viec nh gia can s dung ket hp ca hai cachtiep can.

CH 7-8 Phan biet cac kieu nh gia sau ay: (a) nh gia tham nhap va nh gia ht vang; (b) nh giaFOB, nh gia theo vung, nh gia ong van ph va nh gia hap thu chi ph van chuyen; va (c) nh giaphan biet va khong phan biet.

nh gia FOB nh gia theo vung nh gia ong van ph nh gia hap thu chiph van chuyen

Mo ta Gia c tnh bang giatai iem goc cong vichi ph van chuyen tia iem can giao hang

Gia c tnh bang giatai iem goc cong vichi ph van chuyen theotng vung a ly

Gia c tnh bang giatai iem goc cong vimot chi ph van chuyennh nhau bat chap aiem giao hang

Gia c tnh bang giatai iem goc cong vimot phan chi ph vanchuyen ti a iemgiao hang

T duy ve benchu chi ph vanchuyen

Ben mua Ben mua Ben ban Ca hai ben

Pham vi apdung

Chi ph van chuyen tnhcho 1 n v san phamtren gia ban la ln

CP van chuyen tnh cho1 n v san pham trengia ban la ln va doanhnghiep muon n gianhoa thu tuc tnh giagiao hang

Ty so gia CP vanchuyen tnh cho 1 nv san pham va gia bancua san pham la nhohoac doanh nghiepmuon tham nhap thtrng xa

Ty sogia CP vanchuyen tnh cho 1 nv san pham va gia bancua san pham la ln vadoanh nghiep muontham nhap th trng xa

CH 7-9 So sanh cac chien lc nh gia tham nhap va ht vang (khai niem, u iem, pham vi ap dung).

Tieu thc so sanh nh gia tham nhap nh gia ht vang

nh ngha at gia ban au la thap cho san pham mi at gia ban au la cao cho san pham mi

Muc ch Gianh th phan ln Kiem li nhuan cao tren moi san pham ban ra

u iem Phat trien doanh so va th phan nhanh Th phan ln se lam nan long cac oi thu

tiem nang muon gia nhap th trng

Thu hoi von au t trong giai oan nghiencu va trien khai nhanh

Gia cao tao hnh anh chat lng cao chosan pham

Pham vi ap dung Khach hang la nhay cam ve gia So oi thu la nhieu Thng hieu san pham cha noi tieng

Khach hang t nhay cam ve gia So oi thu la t Thng hieu san pham a co danh tieng

CH 7-10 Trnh bay cac hnh thc chiet khau va bt gia.


CH 7-11 Thenao la chien lc nh gia khuyen khch tieu thu?


CH 7-12 Chnh sach nh gia FOB tai ni san xuat la he thong nh gia theo khu vc a ly duy nhat

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am bao cong bang cho ngi mua. Hay bnh luan phat bieu tren.

Cong bang la cam giac co c khi phan thng nhan c tng xng vi nguon lc abo ra. nh gia FOB tai ni san xuat la kieu nh gia am bao cong bang cho ngi ban.Con co cong bang vi ngi mua hay khong con phu thuoc vao cac e ngh ban cua oithu canh tranh. Neu mot ngi mua co the mua c cung san pham nh vay vi gia thap

hn (do chi ph van chuyen thap hn) t mot nha cung cap gan ho hn, ho se coi kieunh gia nay la khong cong bang.

CH 7-13 Hai sinh vien cung tra 3.000 ong emua mot ong kem anh rang nh nhau. Sau o, motngi than phien rang a tra qua at trong khi ngi kia th khong. Ly do cua s than phien nay la g?

Ly do la s khac biet gia gia tr ky vong va gia tr cam nhan t thc te s dung san phamcua hai ngi nay la khac nhau. Gia tr = Chat lng / Gia.

Ngi th nhat: Gia tr cam nhan t thc te s dung = hoac > Gia tr ky vongNgi th hai: Gia tr cam nhan t thc te s dung < Gia tr ky vong

Th du, ngi th nhat cam nhan t s dung la kem anh rang nay tot (sach, lam trangrang tot) va cho no mot gia tr cao, ngi th hai cam nhan t s dung la kem anh rangnay khong tot (kha nang ngan nga sau rang kem, lam trang rang kem) va cho no motgia tr thap.

CH 7-14 Hay cho th du ve mot socong ty ang thc hanh nh gia phan biet (hay nh gia linh hoat).Trong nhng ieu kien nao th chien lc nay nen c s dung?

TD: Cac dch vu trong gi xe benh vien a ra mc gia trong gi xe may theo thi gian:T 6h-18h: 1000/xe; T 18h-6h hom sau: 2000/xe.Pham vi ap dung: Co nhng nhom khach hang khac nhau co ng cau khac nhau (phanng khac nhau oi vi gia va co nhng yeu cau khac nhau.

CH 7-15 Thenao la nh gia phan biet va nh gia khong phan biet? Muc ch cua chnh sach gia phanbiet la g?

Muc ch cua chnh sach gia phan biet: at tong doanh thu cao nhat khi phuc vu mot thtrng gom nhieu nhom khach hang khac nhau.

CH 7-16 Khi nao th doanh nghiep chu ong tang gia? Nhng mat li va hai cua viec tang gia?

Sinh vien t tm hieu va tra li.

CH 7-17 Khi nao th doanh nghiep chu ong giam gia? Nhng mat li va hai cua viec giam gia?

Sinh vien t tm hieu va tra li.

CH 7-18 Mot mat hang c ban vi gia cao hn so vi gia canh tranh th co the oi pho vi s canhtranh bang nhng cach nao?

ieu ma khach hang can la gia tr, ch khong phai la gia. Gia tr = Chat lng / Gia hayKha nang ap ng yeu cau / Gia. Co the oi pho bang cach:

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Cung cap chat lng san pham hu hnh cao hn Cung cap nhieu dch vu ho tr hn Cung cap dch vu chat lng cao hn: bao hanh lau hn, bao hanh sieu toc, mot

oi mot trong thi gian au s dung

CH 7-19 Mot nha san xuat nho ban but bi cua mnh cho nha ban le vi gia 8.400/ta (12 chiec). Chi phsan xuat bien oi la 500/chiec. Cac chi ph co nh bao gom chi ph san xuat, ban hang va quan lydoanh nghiep ngoai tr chi ph quang cao la 19.200.000. Vay nha san xuat can ban bao nhieu ta e hoavon neu chi ph cho chng trnh quang cao cua ho la 6.000.000. Chi ph quang cao c coi la chi phco nh.

AVC = 500 x 12 = 6.000 (/ta). P = 8.400/ta. TFC = 19.200.000 + 6.000 = 25.200.000(/thang). Qhv = 25.200.000 / (8.400 6.000) = 10.500 (ta).

CH 7-20 Bai tap nh gia theo phng phap nh gia theo chi ph bnh quan cong phu gia

TFC = 60 ty ong/nam. AVC = 6 trieu ong/xe. Qmax = 80.000 san pham/nam. Tong nhucau th trng nam ti TQ = 800.000 xe. Th phan d bao s = 5%. Ty le phu gia tren chiph (ty le lai mong i tren chi ph) la mC = 20%.a) Cmin = TFC/Qmax + AVC = (60.109/(80.000)) + 6.106 = 6,75.106 (/xe)b) Lng ban d bao Q = TQ.s = (800.000).(5%) = 40.000 (xe)c) Gia ban d kien P = AC.(1 + mC). AC = (TFC/Q) + AVC = (60.109/(40.000)) + 6.106 =7,5.106 (/xe). P = (7,5.106).(1 + 0,2) = 9.106 (/xe)d) Li nhuan d kien = (P-AVC).Q TFC = (9 6).106.(40.000) 60.109 = 60.109 ()e) Sinh vien t nghien cu va tra li cau hoi nay.

CH 7-21 Bai tap nh gia theo phng phap nh gia theo chi ph bien oi bnh quan cong phu gia

a) Gia ban d kien: P = AVC/(1 mP) = 6.106/(1 2/3) = 9.106 (/xe)b) e at li nhuan muc tieu mt = 60 ty ong, can ban c

9 9

6 6

60 10 60 1040.000

9 10 6 10

mt

mt

TFCQ

P AVC

+ + = = =

(xe)

c) Sinh vien t nghien cu va tra li cau hoi nay.

CHNG 8CHNH SACH PHAN PHOI

CH 8-1 Mot so ngi noi rang: "Thng mai la mua re ban at, va thc chat khong tao nen san phamcho xa hoi. Bnh luan phat bieu tren.

Phat bieu tren ung, nhng co xu hng noi ve thng mai theo ngha tieu cc. Tren thcte, nhng nha trung gian khong lam ra san pham hu hnh va luon mong muon mua re ba

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at (bat c ai lam kinh doanh eu nh vay) nhng van tao ra nhng li ch cho nha sanxuat va ngi tieu dung (sinh vien t phat trien tiep tuc).

CH 8-2 Cho th du ve cac hnh thc phan phoi trc tiep cua mot cong ty. So sanh u nhc iem cuakenh trc tiep va kenh gian tiep.

ac iem cua mot so kieu phan phoi trc tiep va gian tiep co the thay bang di ay.Ban t kho cuanha san xuat

Ca hang cuanha san xuat

Ban hang t xa Lc lng banhang

Kenh gian tiep

CP co nh Thap Cao Thap Cao thap, tuycach tra lng

Thap

CP bien oi Thap Thap Thap Thap Cao tuycach tra lng

Cao (n phai thu,hoa hong cho nhatrung gian)

S kiem soat cuanha san xuat oivi chat lng

san pham, giava dch vu

Tot Tot Tot Tot Kem hn

Kha nang baophu ve a ly

Khong Kem hn Tot hn Kem hn Tot hn

Kha nang xaydng hnh anhthng hieu

Kem Tot Tot Tot Kem

Sinh vien t rut ra nhng ket luan ve u va nhc iem t bang tren.

CH 8-3 Cho th du ve cac nha san xuat a s dung cac kenh phan phoi 1 cap, 2 cap va 3 cap trong phan

phoi san pham tieu dung.

Sinh vien t nghien cu thc te va tra li cau hoi nay.

CH 8-4 So sanh cac chnh sach phan phoi rong rai, chon loc va oc quyen. Cho th du ve cac doanhnghiep a ap dung nhng chnh sach nay.

PP rong rai PP chon loc PP oc quyen

So lng nha trung giantrong 1 khu vc

Rat nhieu, khong han che Nhieu, co han che Mot

TD ve san pham Bot giat, nc uong Xe may, o-to May vi tnh xach tay

TD ve doanh nghiep P&G VN Honda VN IBMu iem S hien dien cua san pham S kiem soat chat lng

dch vu va gia cua nha sanxuat tot hn

S kiem soat chat lngdch vu va gia cua nha sanxuat tot hn

Nha san xuat co c danhtieng cua nha phan phoi ocquyen

CH 8-5 Trong mot khu vc a ly, mot nha san xuat a co mot so ai ly. No muon m them mot ai lyna. Trong trng hp nao th no nen m them ai ly? Trng hp nao th khong nen? Hay giai thch.

Neu muc tieu la tang th phan nhanh th nha san xuat noi chung se khong han che solng cac ai ly. Quan iem chung la m cang nhieu cang tot.

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Neu muc tieu la tang li nhuan th can xem xet doanh thu bien va chi ph bien MR = Doanh thu cua NSX co c t viec m them ai ly = Doanh thu cua ai ly

oi vi cac san pham cua doanh nghiep MC = Chi ph au t ban au cho ai ly/So nam quan he vi ai ly + Chi ph giao

nhan (van chuyen, xep d) + Chi ph tien lng cua nhan vien quan ly ai ly + Chi

ph lai vay do ai ly n NSX (phu thuoc vao chnh sach tn dung) Neu MR > MC th nen m.

CH 8-6 Th trng OEM (Original Equipment Manufacturer) la g? Cho th du ve mot so san pham mahe thong phan phoi co s dung th trng OEM.

Th trng OEM la nhng nha san xuat co mua cac phu tung, linh kien trc tiep t nhngnha cung cap phu tung, linh kien e lap rap hay san xuat ra san pham cua ho.TD:

BP ban dau nht Cong ty san xuat xe may ban dau nht mang ten hieu cuanha san xuat xe may cho ngi tieu dung xe may.

Intel (NSX chp, bo mach vi tnh) FPT, CMS e lap rap may vi tnh Cac congty kinh doanh may vi tnh Ngi tieu dung may vi tnh.

Microsoft ban he ieu hanh Windows XP cho cac cong ty san xuat may vi tnhxach tay/e ban thng hieu IBM, Compaq, Toshiba, Sony Cac cong ty nay banmay vi tnh xach tay a cai at he ieu hanh co ban quyen cho ngi tieu dung

CH 8-7 So sanh ac iem cua nhng loai hnh ban le sau: (1) ca hang chuyen doanh; (2) ca hang tonghp; (3) ca hang tien dung; (4) sieu th; (5) may ban hang t ong; (6) ban hang trc tiep.

CH chuyendoanh

CH tong hp CH tien dung Sieu th May ban hangt ong

Ban hang trctiep

Co ca hanghay khong

Co Co Co Co Khong Khong

Chung loai sanpham

t Nhieu Cac san phamtien dung

Nhieu t, san phamtieu dungthng xuyen

T t en nhieu

ac iem CH Co ngi phucvu/t phuc vu

Hon hp nhieuloai: sieu th,cac quay nho

Co ngi phucvu/t phuc vu

T phuc vu, coquay tnh tientap trung

May co hethong nap tien,tnh tien, xuathang t ong

Nhan vien tiepcan khachhang tai nha,cong s, iem

tap trung ongngi

Dien tch CH Nho Ln Nho TB, Ln Khong cahang

Khong cahang

CP co nh Thap hn CHtong hp

Cao Thap hn CHtong hp

Cao Cao Cao hoac thap,tuy cach tralng

CP bien oitren 1 VSP

Thap Thap Thap Thap Cao Thap hoac cao,tuy cach tralng

CH 8-8 Cac nha san xuat can la chon nhng kenh phan phoi co chi ph thap nhat. Ban co ong y viphat bieu nay khong? Hay giai thch s la chon cua ban.

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Khong nhat thiet. Kenh phan phoi can am bao viec hoan thanh muc tieu cua doanhnghiep. Neu muc tieu la co c hnh anh chat lng cao cua thng hieu, san pham canco mat nhng iem ban sang trong. Neu muc tieu la th phan, doanh nghiep co the phanphoi theo nhieu kenh khac nhau e am bao s bao phu rong hn ve a ly. Neu muc tieula li nhuan cao, doanh nghiep co the chon nhng kenh phan phoi co chi ph thap nhat

hoac chi ph trung bnh nhng am bao ty le doanh thu tren chi ph la cao.

CH 8-9 Chnh sach phan phoi rong rai co thch hp vi thoi quen mua sam cua ngi tieu dung oi vihang tien dung? vi hang mua co can nhac? Lieu chnh sach phan phoi rong rai co thch hp vi cacmat hang cong nghiep?

Phan phoi rong rai thch hp vi hang tien dung. Ly do: ay la san pham mua vi tan suatln. oi vi san pham mua co can nhac (TD: xe may, o-to, o ien t, ien gia dung, ogo ), khach hang san long bo nhieu thi gian e tm hieu, so sanh va can nhieu dch vusau khi mua san pham, nen khong can phai phan phoi rong rai.

oi vi san pham cong nghiep, khach hang la cac doanh nghiep san xuat hoac cac tochc phi li nhuan, so lng khach hang la t, viec mua trc tiep thng nhieu hn, nenkhong can phai phan phoi rong rai.

CH 8-10 Mot nha san xuat nen s dung chien lc d tr tap trung hn la phan tan. Neu d tr phantan, quy mo d tr moi iem co the nho hn, nhng chi ph van chuyen va nha kho se ln hn. Banco ong y vi phat bieu tren khong? Hay giai thch.

Khong hoan toan. Co the chi ph thap hn khi d tr tap trung, nhng kha nang ap ngyeu cau giao hang nhanh cua khach hang se b han che.

CH 8-11 Tai sao ai dien cua nha san xuat co the tham nhap th trng nhanh hn va re hn la lclng ban hang cua nha san xuat?

ai dien cua NSX hay ai ly cua NSX (a manufacturers representative or agent) lanhng cong ty thng mai oc lap, ng ra lam trung gian phan phoi san pham cho nhieuNSX. Ho co: (1) kinh nghiem, hieu biet tot hn LLBH ve khu vc can phan phoi; (2) hohng hoa hong tren doanh thu, nen lam giam CP co nh cho NSX.

CH 8-12 Phan biet ban le va ban s. Cac quyet nh marketing cua nha ban le khac vi nha ban s nh

the nao?

Tieu thc so sanh Nha ban le Nha ban s

Chung loai san pham t ti nhieu Chon loc e am bao li nhuan

Gia ban Ty le li cao hn Ty le li thap hn e am bao vong quay hangton kho

a iem Ni tap trung ong ngi, chi ph thuemat bang co the cao

Ni thuan tien cho xe tai ra vao, co mat bangxep d, chi ph thue mat bang thap

Trng bay, trang tr, to chctrnh dien tai ca hang

Rat quan trong t quan trong

Quang cao Nhieu hn t hn

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CH 8-13 Chnh sach phan phoi rong rai co ve nh rat thch hp vi cac hang tieu dung co gia tr thapva tan suat mua sam cao. Chnh sach nay co thch hp vi nhng san pham cong nghiep khong? Taisao?

Co the. Chnh sach nay co ap dung tot oi vi cac nguyen vat lieu va phu tung, nguyenvat lieu phu va dch vu cong nghiep v viec mua sam nhng loai san pham nay co tan

suat tng oi cao va gia tr cua chung la thap oi vi khach hang cong nghiep.

CHNG 9CHNH SACH XUC TIEN BAN

CH 9-1 Trnh bay quy trnh xay dng mot chng trnh truyen thong marketing.

Quy trnh xay dng mot chng trnh truyen thong marketing nhieu thanh phan gom 7bc: (1) xac nh khan gia muc tieu; (2) xac nh muc tieu truyen thong; (3) thiet kethong iep; (4) la chon kenh truyen thong; (5) Xac nh tong chi ph truyen thong; (6)Xac nh c cau truyen thong marketing; va (7) anh gia chng trnh truyen thongmarketing.

CH 9-2 Phan biet chien lc ay va chien lc keo. Viec s dung chien lc ay hay keo co anh hngg en c cau cua hon hp truyen thong marketing?

Chien lc ay la chien lc truyen thong tac ong chu yeu ti cac nha trung gian. Chien

lc keo la chien lc truyen thong vi muc ch tac ong chu yeu ti ngi tieu dung.Trong chien lc ay, cong cu truyen thong marketing c s dung nhieu la khuyen

mai nha trung gian va ban hang trc tiep. Trong chien lc keo, cong cu truyen thongmarketing c s dung nhieu la quang cao, khuyen mai ngi tieu dung, quan he congchung va marketing trc tiep.

CH 9-3 ac iem san pham co anh hng nh the nao en c cau cua hon hp truyen thongmarketing?

Neu san pham la san pham tieu dung, quang cao can c s dung nhieu hn la ban hang

trc tiep. Trong so 4 thanh phan truyen thong marketing la quang cao, khuyen mai, banhang trc tiep va quan he cong chung, th t u tien chi tieu oi vi san pham tieu dungla: 1-quang cao, 2-khuyen mai, 3-ban hang trc tiep, 4-quan he cong chung.

Neu san pham la san pham cong nghiep, ban hang trc tiep can c s dung nhieuhn la quang cao. . Trong so 4 thanh phan truyen thong marketing la quang cao, khuyenmai, ban hang trc tiep va quan he cong chung, th t u tien chi tieu oi vi san phamtieu dung la: 1-khuyen mai, 2-ban hang trc tiep, 3-quang cao, 4-quan he cong chung.

CH 9-4 Quang cao la g? So sanh u nhc iem cua quang cao vi ban hang trc tiep.

Quang cao la nhng hoat ong truyen thong khong mang tnh ca nhan, thong qua mot

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phng tien truyen tin phai tra tien. Bang di ay so sanh u nhc iem cua quang caova ban hang trc tiep.u iem cua quang cao u iem cua ban hang trc tiep

Pham vi bao phu rong Chi ph tnh tren au khan gia thap Thong iep chuan, phat lap lai nhieu lan tao s quang

ba tot ve thng hieu Rat tot oi vi cac san pham gia tr thap, tieu dung

thng xuyen

Kha nang thuyet phuc ln hn Chon loc khan gia tot hn Thong iep chao hang linh hoat, thay oi tuy oi tng Rat tot oi vi cac san pham gia tr cao, san pham

cong nghiep

CH 9-5 oi vi moi muc tieu quang cao di ay, hay tm mot th du minh hoa t cac quang cao trenbao ch va truyen hnh: (1) Thong bao; (2) Thuyet phuc; (3) Nhac nh.


CH 9-6 Nhng muc tieu cua mot chng trnh quang cao thay oi theo nhng giai oan trong chu kysong cua san pham nh the nao?

Trong giai oan gii thieu, muc tieu chu y

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