Kế Hoạch Hóa và phát triển sản phẩm

8/9/2019 K Hoch Ha v pht trin sn phm

1/81

Kfhoach hoa vaphattrien"san phamQuan tri M a r k e t i n ~

trong cac Doanh nghi,p Vua va Nho~ -

NHA XUAT BAN TRE


2/81

Cbuorng mnh phit -triin d1,l"an Me kong

Qulm tr! Marketing trong caeDoanh n g h i ~ p vera va Nho

Ke hoach h6a VaPhat t ~ i ~ n San p h ~ m

p", )

TAIBAN LAN THlfI


3/81

OPENLEARNINGAGENCY

Chuang trlnh Phat trien DI!an Me Kongilli trq

V i ~ n D(li h9C Ma OLA (Canada) biensO\ln

Cuon sach nay do Chuong trlnh PMt t r i ~ n DI! an Me Konggiii' ban quyen 2001

KhOng duO'c sao cMp ho(ic sua d6i neu khong duqc phep b ~ n g van ban ellaChuang trlnh Phat trien DJ! an Me Kong.

wtryCu6n sach nay duqc xay dJ!ng tren cO' sa till l i ~ u giang diJY tren lap do V i ~ n Quan tr\

Kinh doanh - Dl,li hQc Kinh te Quoc dan, Hit N(ii pMt trien vai sJ! tai trq ella Chuongtrlnh Phat t r i ~ n DI! an Me Kong. Nhom bien sO\lfi tai l i ~ l l do Thl,lc sI N g u y ~ n QuynhChi chju trach n h i ~ m chfnh. Cuon sach nay khong duqe saocMp ho(ic sua d6i khi chua

duqc phep Mng van ban eua Chuang trlnh Phat trien DJ! an Me Kong.


4/81

Chuang trlnh PhM trien DI! an Me Kong (MPDF) dm;rc thanh l*p nam 1997 nMmhi } trq st! hlnh thanh va phat trien eua cae doanh nghip tu nMn vila va nM aVitNam, Lao va Campuchia. MPDF hi\ trq ky rhu",t cho de doanh n g h i ~ p trong quatnnh ehuan bi cae dt! an dau tu vai qui m{) til 250.000 den 10 t r i ~ u dola My.MPDF cling tili trq v i ~ e dao t(lo cae nhi! qufm ly doanh n g h i ~ p vila va nho, caengan hang c1fp tin dl,lng eho cae doanh nghip vila va nho, cling nhu cae t6 ch(rccung cap djch Vl,I h& trq cho doanh n g h i ~ p . MPDF duqc dieu hi!nh ooi Cong ty Taiehinh Quae te (lFC) va duqe tili trq bOi Ngan hang PMt trien CMu A (ADB),Oxtra.ylia, Canada, Phan Lan, Cong ty Tai ehinh Quae te (IFC), N h ~ t Ban, Na Uy,Thl,ly Dien, Thl,ly Si va Vuang quae Anh. Neu can biet them thong tin, xin lienv6i bilt ky van phong nao cua MPDF t(li Ha NQi, Thanh pha Ho Chi Minh, PhnomPenh, h o ~ e Vicng Chan theo dia chi sau:Ha N(ji, V i ~ t Nam (Tr" sO ehinh)63 Pha Ly Thai T6, Tang 7D i ~ n tho(li: (84-4) 824 7892Fax: (84-4) 8247898Thanh pho H6 Chi Minh, V i ~ t NamSomerset Chancellor CourtPhong 3B, Lau 321-23 Nguyen Thj Minh Khai, Qu",n 1D i ~ n tho(li: (84-8) 823 5266Fax: (84-8) 823 5271Phnom Penh, Climpuchia175 Norodom BoulevardSangkat Boeung Keng Kang 1D i ~ n tho(li: (855-23) 21 9365Fax: (855-23) 21 9361Vieng Chan, LaoNehru Road, Pathou XayPOBox 9690D i ~ n t h o ~ : (856-21) 45 00 17Fax: (856-21) 450020VI} Doanh n g h i ~ p Vua va NhO, Ngan hang The gim2121 Pennylvania Avenue, NWWashington, DC 20433, USAD i ~ n tho(li: 202-473-6683Fax: 202-522-3742


5/81

Gidi thieuChlldng trinh )ao t ~ o Quan Iydanh cho cae Doanh n g h i ~ p VlJa va Nho

T6ng quanChuang Irinh Dao l'fo Qudn I i danh cho c(le Doanh nghip Vua va Nho dUCfCbien SO'!ll cho cae nM quan ly va cM doanh nghip vita va nhi'>. Lit ngum chi! h o ~ c ngum quan ly doanh nghip nhi'>, b'!ll quan tam de"n nhieu khia c,!nh cua vic dieuhanh ml?t doanh nghip. ChuClllg mnh nay se cung clip cho b'!ll m(>t b(> tiii liuhUOng diin ve marketing trong quan ly doanh n g h i ~ p . HI? tai l i ~ u nay de c ~ p dencac chu de sau: Xac d!nh cac khai nim marketing Thu t h ~ p thOng tin ve khach hang. PMt trien cac th6ng tin ve qua trinh va xu hUOng mua hang cua khachhitng Xac d!nh va ll!a chQn thi truOng ml,lc tieu phil hQ"P. Ke" h o ~ c h hoa va pMt trien san phfun. Phat trien marketing chu trQng moi quan h va djch VI,! khach hitng. Phat trien chie"n luqc quang cao cho doanh nghil)p Dinh gia va chie"n luqc ve gia.HI? tai lil)u ve marketing cua Ch"ang trlnh Dao tgo Qulin I i danh cho c(le Doanhnghip Vua va Nho dugc bien so,!-n nhAm giup cae chu doanh nghip va nhit qUlmly doanh nghip nilm viing tat ca cac bm1c trong qua tnnh marketing. Mbi cuonsach nghien coo m(>t khia c'!llh Cl,l tM cua h o ~ t d(>ng marketing. Qua tilng cuonsach ve Marketing, b,!-n se hQc dugc each l ~ p ke" h o ~ c h marketing va Ung dl,lng ke"hO,!ch do vao thl!c te" doanh nghip mlnh. CIic cuon sach ve marketing bao g6mnhiing noi dung chinh nhu sau:


6/81

GUn thlch sl,I khac nhau giua nhu cAu tl,l nhien, nhu cAu c\! the va nhu duco kha nang thanh toan cua khach hi'mg. Phan b i ~ t dlIt;lc sl,I khac nhau giUa d ~ c diem va lqi fch cua san phfun rnangum ban hang ban cho khach hang. xay dl!Ilg k ho,!-ch marketing sao cho phil hqp v6i ke ho,!-ch kinh doanht6ng tM ciia doanh n g h i ~ p . M6 ta cac bu6c li!-p k ho,!-ch marketing. Xac djnh th6ng tin va thu thi!-p cac tMng tin can thit cho v i ~ ra cac quyetdjnh ve chien luge marketing. Xac djnh va thu thi!-p th6ng tin ve kMch hang va tir kMch hang. Phan tich va phan do,!-n thj tmOng trong kinh doanh. LJ!a chQn cac thj tTUOng m\!c tieu phil hqp cho doanh n g h i ~ p . Xac djnh d ~ c tlnh cua thi tmOng m\!c tieu h i ~ n t,!-i va tuang lru. Phan tich cac chien luge gia khac nhau tren goc dQ djnh vj san phfun vadjch V\!. Xac dinh chien luge gia cho timg thj tTUOng m\!c tieu hi{:n t ~ i va tuang lai. Phat trien cac chien lugc khuech tmang va quang cao san phfun.

Phl1dng phap nghien CUll cuon sachCu6n sach nay dugc bien s o ~ v6i m\!c tieu de co the tJ! nghien cUu. M ~ c dilcac cu6n sach dugc bien s o ~ hoan chinh, nhung neu dugc hu6ng dan, ta va:nva trao d6i tMng tin phan h6i thi h i ~ u qua hQC s1: cao han. M6i cu6n sach g6m co: Kien thuc ca ban: g6m nhiing thong tin chi tit, nhiing 1m giai thfch vacac VI d\! minh hQa cho cac khai n i ~ m quan tn;mg. Bili tJ! k i ~ m tra: gillp b,!-n khfuIg djnh kha nang tiep thu nhiing kienthUc CCI ban da dage hQC. Bili thl,l"c hilnh: de khfuIg djnh kha nang ap d\!ng nhiing kien thucda hQC vao thJ!c ti&1. Bai Hnh huong: cho phep b,!-n ket hqp ml>t s6 khiii n i ~ m va lIng d\!ngchUng vao cac tinh hu6ng thJ!c t i ~ n tll-i cac doanh n g h i ~ p vila va nb


7/81

K hOl.leh ling d.,ng: eho phep b ~ n tUng buOc ap d\!ng kin thuc da hQcvao thl,fc tien c6ng v i ~ c doanh n g h i ~ p .

HQCd dau

c6 the dQc sach lJ bat crr nai. dau. Song M h i ~ u suat eao nMt, b1!n nentninh nhilng nai. On ao va c6 v6 tuyen.HQc luc nito

Dieu nily hoiln toan ph\! thu

HQC nhllthe nso

Kh6ng nen qua n6n n6ng, hay b6 trf mt thm gian bieu deu VI d\l nhu mOi Ianchi hQC mt ting. HQC deu se c6 kt qua t6t hoo nhieu Ia thinh thoang hQCd6n trong mt thm gian dili.

Hay chuyen tam vao nhilng dieu dang hQC, dc, ghi chep, hoan t h i ~ n philn bilitt! kiem tra, bai t ~ p tht!c hAnh, va bai t ~ p tlnh hu6ng. e6 the thao I u ~ vecac y tuang va kinh n g h i ~ m tht!c t vai nhilng ngm'ri khac, vi nhu v ~ y se giiipnang cao sl,f hieu bit va kMc sau nhilng gl mlnh da hQC.Sau khi da hoiln thAnh cac philn bai t ~ p trong cu6n sach, se bilt tay VaG phanling dl,mg chung trong v i ~ c xAy dl,fng k h o ~ c h ling d\lng. Hay trao d6i va; caed6ng n g h i ~ p t r o n g doanh n g h i ~ p cua de xay dl,fng k h01!ch ling d\lng. Hay c\lthe hoa k h01!ch hAnh dng thanh lUng buOc va luqng djnh thm gian de hoAnthAnh tUng buOc d6. Nen nha k h01!ch ling d\!ng nay Ia mt c6ng c\l huang danht suc linh h o ~ t , kh6ng phai Ia mt khu6n kh6 cling nMc. Vai thilng mt IiIn,phai kiem tra 11!i k h01!ch ling d\lng cua va dieu chinh, nu tMy c


8/81

Co thG tim sl! giup da d dau Chinh ban than minh. Hay c6 gAng hQC I').i. Dimg bO cuqc. Neu b(lIl van chuahieu. dau bu6i hQc tiep theo hay dQC I').i mqt lim nua. Gia dinh b ~ n , b ~ n be, h o ~ e dong n g h i ~ p . Ngay eli khi hQ khOng hieu chu derna b(lIl dang trao d6i thi trong qua trlnh thao l u ~ n biet dau cilu tca 1m I').i Icelen ngay trong dAu b


9/81

Muc luc Giffi t h i ~ u Chuong trinh Vao tl;lo QUlin Iy danh cho cacDoanh n g h i ~ p Vita va Nho .. ...... iT 2 ong quan .............................................................................................1Ph h ' h" , . ' , h . ..UOllg P ap ng len ClIlJ cuon sac ................................................... IIH d" .,.Qca au ............................................................................................ 111H I " " ...QC DC nao ........................................................................................ IIIH h th " , ...QC n u e nao .................................................................................. IIIC ' h : ! t ' . , d - ' d ' .o t e 1m Sl;! glUp {1 (1 au ................................................................ VT " " C K 'h 1ng quan ve non sac ................................................................... .Ml}C dich ...............................................................................................2The Dao Iii mQt San philm ..................................................................3Ba Cap dQ cua San ph.1.m ................................................................... 4S h /! T'A d ' , S' h" C' h" 6n p am I ~ U ung va an p am ong ng u ~ p ............................S ' h"' t" d ' 6n p am leu ung ...........................................................................S ' h /! , h ' 8n p am cong ng l ~ p ............................................................................Ra Quyet dinh ve San phim ............................................................. 11ThuQc tinh clla san phAm ................................................................. 11Nhan h i ~ u ................................................ ......................................... 12Bao bl .................................................................................................. 13Cae Dich VI} H6 trq San phim .........................................................14Quan Iy San phim ............................................................................. 17Chuc nang cua Ngum Phl;l trach San phitm .................... 17Phat t r i ~ n cac San phtim Mm ...........................................................18T " k" c " 'h 2Sng et uon sac .......................................................................... .


10/81

,Ke ho.:,ch Ung df:lng .29,K h o ~ c h (fog dl;lng Iii gi ? ....................................... 29

Ulm the nao hoan th3nh mf)t Ke h o ~ c h (fng d ~ n g ? ............. 29Lam gl vOi Ke h o ~ c h fing d ~ n g ? ...................................... 29Buac tiep theo ........................................ ...................30P h ~ I ~ c A .. Vap an .......................................................................... 35P h ~ Il}c B .. ehu giai T h u ~ t ngil .......................................................45PhI} Il}c C .. Thong tin b6 sung .........69


11/81

Tang quan ve Cuon sachCu6n sach nay g i ~ t h i ~ u vm cac phuong pMp thl!c h i ~ n ke hOl).ch hOa va pMttrii'ln san phlim trong ke hOl).ch marketing nhAm Hun cho san pham cua bl).n phuhqp vm cac nhu cau cua lhi truOng m l , l e ~ t i e u .

san pham la thanh [6 quan lr"Qng nhat trong mt ke hOl).ch marketing. Hau het caedoanh n g h i ~ p d/!u san xuat nhi/!u IOl).i san phlim kMc nhau va do do hq phai xaydl!flg cac ke hOl).Ch va chih luqc cho tOng san phlim. K hOl).eh hoa va pMt trii'lnsan pham la m,?t khau quan trqng cua qua tr'inh nay. Doanh n g h i ~ p phai xac djnhcae d\ic dnh cua slm phlim rna khach hang eua hq ua ehu,?ng nM't di'l thiet ke sanpham eho pM hqp. Hq ciing phai quyet djnh cae van d/! v/! nhan h i ~ u , bao bI, nhanmac, va cae djeh Vl,l hi} trq san phlim.

Cu6n saeh nay se t ~ p trung gim t h i ~ u vm cac dinh nghla va phuong pMp xaedjnh mQt san pham, phuong pMp xem xet cae quyet dinh co ban ve san pham rnamM doanh n g h i ~ p phai dua ra. Cu6n sach cling giai t h i ~ u vai cae vi trf, vai troeua k hOl).ch hoa va pMt trii'ln san phtlm trong k hOl).eh marketing, d6ng thfficung cap cho cae nhfing cong Cl,l can thit di'l co thi'l I ~ p ke hOl).eh va pMt. trien san phtlm cho cac khaeh hang ml,lc tieu cua mlnh. Bl).n se:

I. Hii'lu tM nao ta san pham va nhfing van de lien quan.2. Xem xet cae each kMc nhau de gia tang gia tIi cua san phtlm.3. Phan b i ~ t sl! kMc nhau giii'a san phlim tieu dung va san phlim cong n g h i ~ p (san phlim Ia nguyen v ~ t l i ~ u cua doanh n g h i ~ p kMc).4. Xem xet lOng quyet djnh lrong nam quyet djnh san phiim quan trqng rna

ph3.i thl!c h i ~ n . 5. Ly giai duqe lam quan trqng eua v i ~ c pMt lrien cac san phtlm mm va biettim cac y tulmg san pham mm cr dau.

Cu6n s:kh nay gia dinh dng bl).n da xac djnh duqc khach hang ml,le lieu (da neutrong eu6n saeh Thi truOng Ml,lc lieu), hieu duqe each Ung XU eua kMeh hang khimua hang (neu trong eu6n sach TIm t h ~ p Thong tin ve KMch hang), va da cothOng tin v/! khaeh hang ml,le tieu (neu trong cu6n saeh Thong tin ve Xu huang vaQua tnnh Mua hang eua KMeh hang).

Ki'hoqch hod va Philt triln San phdm 1


12/81

MI;IC dichSau khi hoan thilnh nghien cuu euon sach nay b


13/81

The nito lit mQt San p h ~ m san pham Iii cai gi do mil nguOi ta mua de thoa miin mot trong nhil'ng nhu cau ellamlnh. V ~ t pham (thuc an, xe d,!p, sach) Iii nhil'ng thu chung ta nghi den dau tienkhi lay vi dl1 vi: siin pham, nhung cGng co cac loi!i s:'m pham khac khOng phiii Iiiv ~ t pha:m. Dlch vl,I cling thoa man duqc nhil'ng nhu cau nhat dinh (dich vI! suachita 6 to, ciit toe, lit hilnh). Via dii!m cling co the Iii m9t siin phAm (Ha N9i dumgoc d9 Iii m9t diem du lich chang h'!fl). Cac T6 chllc (nhu Lien Hgp Quoe, H9iChit T h ~ p Do) vii cae y tuang (lai xe an toiln, tiet ki';;m dilnh eho giao dl1e tre tho)cling v ~ y d ~ u eo the duqe trao dili tren thi tNang. can phiii ghi nh6 nam to,!i sanphfun nay khi b(lp xem xet doanh nghi';;p ella b,!n vii ciie cOng ty kMc dangmarketing san pham gl.san pha:m Iii thilnh t6 dau tien va quan tn;mg nhat ella m9t chien luqe marketinghOn hgp. No III bq p h ~ n trung tAm ella ke hoach marketing VI chinh cae thu9c tfnhella san pham se quyet djnh kha nang lilm hili long khach hilng. Cae quyet dinh vi:san phfun chi ph6i tat ca cae thilnh to khac ella chien luqc marketing Mn hgp (nhutrong Hlnh 1). Nhil'ng thilnh t6 khae clla chien luoc marketing la dja diem (hay hi;th6ng phAn ph6il. gia ea vii khuech truang san pham .

KhuyeChtrU\1ngHlnh I: Vj tr; cua san phfim trang marketing hiin h


14/81

Sa Cap dQ eua sfm p h ~ m Khaeh hang mua san ph:1m vi nhfrng lqi feh rna hQ eho la .eo thil n h ~ duqe lir sanpharo do. HQ mua may d i ~ u hoa n h i ~ t d(i vi Sl! Ihoai mai rna may d i ~ u hoa n h i ~ t d(i rnang I


15/81

BAI T ~ P TVKIEM TRA 1Hoiln thanh cae cau sau:I. san pham la m,:>t cai gl d6 duqc ban cho khach hang de______2. Thuc an, xe dl)p, sach III san pham ____3. san pharo bao gam 11ft ca cac I feh va djch p h ~ them,giup phan b i ~ t san pharo cua m(\t doanh n g h i ~ p nay vm sim phiim cua caedoanh n g h i ~ p khac.

BAI T ~ P THVC HANH 1Hoiln thilnh bang dum day de lam rO ba ca-p d.:> san ph1lm trong trubng hqp dich vukMch Sl)ll va 6 16 Toyota.

San phiim co banSan phiim c\.l t h ~ san pbiim gia tang

Dich V\.I khach

Ke' hOf!h Jwa va Phd! triln San pluim

Xe Toyota

5


16/81

Si," p h ~ m Tieu dung vaSan phim Cong n g h i ~ p cae doanh n g h i ~ p co tM phan IOl.'-i san philm theo IOl.'-i khach hang sir dl,mg chUng.Sim ph:hn danh cho nguOi lieu dung va cho cac doanh n g h i ~ p (nguOi lieu dungcong n g h i ~ p ) duqc sir d"ng va duqc mua thea nhii'ng cach khac nhau. V i ~ e hitu ronhii'ng khae b i ~ t nay co y nghla rift quan tn;mg d6i vm cae doanh n g h i ~ p VI m6iloO).i s,m phiim yeu diu cae hoO).t dong marketing khae nhau. ffinh 3 M cl).p m(>t s6dl.'-ng san phiim thu(>c hai IOl.'-i noi tren.

sanphim liitu dungthoa man cae nhu c3u ctia canMn va hQ gia Oinh

San phlmI h u ~ n li9n

sanphiml.,ra chQnSan phimd ~ c b i ~ t

sanphimkhong djnh tim

sanphlrn cOng nghi9P


17/81

Xa phOng va kern danh fang la l o ~ i san pharo kMng tien, duqc ban fJ mQi nm.NguOi ta mua cac san phl1m nay thuang xuyen va kMng bO nhieu thOi gian haytam tn vao v i ~ c len ke h o ~ c h mua sfun hay so sanh cac l o ~ i khac nhau. D1fy la cacsan phl1m t h u ~ n t i ~ n , doanh n g h i ~ p cung c1fp cac l o ~ san phl1m nay phai dam000 lu6n c6 dll san pharo de phl,!C VI). khach hang t ~ i cac d!a diem t h u ~ t i ~ n . HQcCi giing lam cho khach hang de thay va de fun. Vi dl,!, kyo cao su va b ~ t lirathuang duqc bay quily thu tien de khach hang c6 the de dang tim tMy chung.

/

San ph:lm lila chqn, nhu chinl! ten gQi ella chUng, la nhiing san pharo rna nguOimua thuang so sanh ky luang cac tinh nhu sl!phU hc;1p, chat lugng, gia ca, kieudang. Xe &,p, dO g6, dO gia dl,!ng va qUM ao la nhiing slm pharo thuqc l o ~ i nay.Khiich hang thuang dilnh nhieu thOi gian, c6ng suc cho v i ~ c thu t h ~ p tMng tin vaso sanh. Doanh n g h i ~ p ban cac san pharo l o ~ i nay CM quan tam tm quiing cao vaxay dl!'lg dl)i ngii nhan vien ban hang M cung cap th6ng tin cho khach hang vathuyet phl,!c hQ mua cac san pharo clla minh.San ph:lm d$c b i ~ t la nhiing san pharo khiic b i ~ t hem, co nhiing d ~ c tinh rieng rnakhach hang mong muCin. XeHonda Spacy va may anh diit tienla nhiing vi dl,! thul)c d ~ n g nay.NguOi mua mu6n mua chinh sanpharo d6 va kh6ng bo nhieu thC1igian de Il!a chQn, so sanh nua. HI?san sang di xa de mua duqc sanpharo minh muCin. Doanh n g h i ~ p ban cac san phllm d ~ c b i ~ t khOngCM phili c6 m ~ t anhiing d!a diemt i ~ n lQi nhung hQ ciln phili chokhach hang biet dja chi clla minh.cac cO sa kinh doanh ella doanhn g h i ~ p phai dam 000 tM h i ~ n uytin ch1ft lugng cua cOng ty trongcac san phl1m rna hQ ban ra.

San phllm khOng d!nh tim la nhOng san pharo rna khach hiing kh6ng biet h o ~ c thuang kh6ng co y dinh mua. Bao hiem nhan thQ Ja ml)t vi dl,! dien hinh clla sanphllm thul)c l o ~ nay. Doanh n g h i ~ p cung cap cac slm pharo khOng dinh fim CMphili d\ie bi?t quan tam den marketing.

Ke'hOfjch hod va Phdt tdin San pJuim 7


18/81

San phim cong n g h i ~ p San philm c6ng n g h i ~ p Ia nhiing san pham rna cac kMch hang ea nhan va t6 ehilemua de t i ~ p t\lC eM b i ~ n h o ~ e sir d\lng eho h ~ t dc;.ng cua t6 chUc minh. cac t6chuc mua cae san philm c6ng nghip. Do do nhiing san philm nay kMc vOi sanphilm t i ~ u dung cii m\lc dich sir d\lllg va phuong pMp mua ban.

Nguyen I i ~ u va linh k i ~ n la nguyen l i ~ u thO va ban thAnh pham duqc nhi! sanxuift mua va chUng tra thAnh m ~ t p h ~ n cua san philm. N g u y ~ n l i ~ u thO (nhuMng, rau va


19/81

BAI T THVC HANH 2Hay neu ten r n ~ t san pham cOng nghi';p h o ~ c tieu dung rna b?n da rnuatrong rnbi l o ~ i san pham sau.san phllm tieu dunga) san pham t h u ~ n t i ' ; n : ________________b ) s a n p h f u n l u ~ c h Q n : _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _c) san phfun bi.;t:_________________d) San phfun kMng dinh fun: _______________san phftm cOns nghiep

a) Nguyen li';u va linh k i ~ n : ________________b) San phftm h6 trI;1:_________________

V i ~ c phiin b i ~ t giua san ph&m tieu dung va san phAmcling n g h i ~ p co y nghia quan trQng VI moi 10000i sanph&m doi hoi cac h o ~ t d(ing marketing kh3c nhau.

Ke'hOiJch hod wi Phd.t triln San phdm 9


20/81

Ra Quyet dinh ve san p h ~ m Doanh n g h i ~ p ra nbfutg quyet djnh quan tn,mg ve cac thu(\c tinh clla silO ph:1m,nban h i ~ u , bao bi, nhiin mac va cae djeh VI} h6 trq san p h ~ m .

ThuQc tinh cua SilO p h ~ m V i ~ c phat trien m(\t san p h ~ yeu cau phai xae djnh ro nhfutg lQ'i fch rna san p h ~ d6 mang l\li. Nhfutg thu(\e tfnh eua san phAm nhu chat lugng, dl)e dim va miiu rnaehuyen rai nhfutg IQi feh d6.

Chat Itrqng san phl1m Ja khii nang cliasan phAm trong v i ~ c thl!e h i ~ n nhfutg ehrrenang rna ngum ta giao cho n6. Dieu naybao g6m d(\ ben, d(\ tin cl)y, d(\ chinh X3C,Hnh de hanh, slra chua. O k doanhn g h i ~ p can xac djnh chat lugng cac sanphfim ella mlnh tu giac d(\ cila kh,khhang. Doanh n g h i ~ p can chn mrrc d(\chat lugng sao cho vua dap ting duqcmong muon eila khach hang ml,le tieu, vITaft nhat phiii ngang bilng vm eMt hrgng sanphfim cua cac doi tM qnh tranh euaminh.

D ~ c tinh eua san phl1m Ii'! cong Cl,l c\lflh tmnh eila doanb nghip. Chung e6 thelam cho san p h ~ eua doanh n g h i ~ p khac b i ~ t voi san phfim ciia cac doi thll c


21/81

Thiet ke san ph:lm la qua trlnh thiet k kitiu dang va ehue nang ella san pham.Thiet ke tot se lam tang ca VI! dyp va tfnh hiln dl,mg ella san pham. No la m ~ t kMutrong qua tnnh t ~ o ra mot san phAm Mp dAn, sir dllng, an toan, chi phf sir dungva slra chua tMp, tiet k i ~ m trong san xuat va pMn phOi. Thiet ke san philm lam giatang Iqi feh eho khach hang va eho phep doanh n g h i ~ p san xuat ra san philm dapUng y ~ u cilu ella khaeh himg thea nhilng phuong thue r i ~ n g , qua do san phAm elladoanh n g h i ~ p khae b i ~ t v6i san pham clla cae doi thll c;pili tranh. Thi dll, b ~ t g i ~ t OMO co thiet ke bao bl rat rieng b i ~ t v6i quai xach li6n. LADODA t ~ o nen l o ~ i c ~ p ba 10 d(lc dao nhilt cho h


22/81

Bao bi

Nhiin h i ~ u la t h u ~ tinh quan tn;mg cua m(lt san phAm VIm(lt nhan h i ~ u thanh cong se lam cho kh:ich bang trungthanh lau dai.

Bao hIla v i ~ c thiet kl va san xua:t v ~ t dl.mg chua dgng san ph:lm. Bao hi ngay dIngtriJ nen m(lt cong marketing quan trqng vi no mang il.li cho doanh n g h i ~ p i tMdang ke so v6i cac d6i tM cl.lflh tranh cua mlnh. Chi phi cho hao hi co the chilmt6i 10% gia thanh san ph:lm. Bao hI t6t se: . Bao bQc va bao duqc san ph:lm. Thu hUt duqc sl! cM y. Phan anh duqc n(li dung ben trong. Day nhanh v i ~ ban san pham. De dong g6i, v ~ n chuyen san ph:lm thOng qua cac kenh pMn ph6i. Phil hqp v6i cac yeu cau va quan tAm ve moi wang.

Bao hi ngay cang tro thanh m(lt c6ng c\l marketing quantlVng vi no cO t h ~ mang Il,li cho doanh n g h i ~ p Icfi the dangso vOl cac d6i thu Cl,Ulh tranh cua minh.

Nhiin san phllm duqc in h o ~ c dan tren hao hi san ph:lm. Nhan san ph:lm thgc hincac chuc nang sau: Nhan xac djnh san ph:lm h o ~ c nhan h i ~ u . No mieu tii san phiim: do ai san xua:t, san xuat khi nao, hao g6m nhUng gl (vi

d ~ , cac san phiim thgc ph:lm), cong dt,mg thl nao v.v .... No tuyen truyen cho san phiim thong qua sl! ha:p dAn cua thiet kl va mau sAc.

. Kehoq.ch haa va Pha! triln San pluim 13


23/81

Cac cong ty khac nhau cung cap 56 IU


24/81

BAI T TVKIEM TRA 3Hay chi ra ciie cim dum day HI dung hay sai.1. Chi phi eho bao bl phii duqc qmin ly dn t h ~ n de co tM C1 rnuc dum 10%

gia tMnh san phlirn. D Dung D Sai2. M.,t nhiin san philm duqc thiet ke h i ~ u qua se giup cung e6 nhlin h i ~ u vaten tu6i cua c()ng ty. D Dung D Sai3. cac doanh n g h i ~ p din giarn thieu cae di).c tinh cua san philm de duy trl gia

va gia thanh san pham C1 rnue tMp. D Dung D Sai4. Nhiin h i ~ u la rn.,t thuqc tinh quan tn;mg cua san phlirn vi m.,t nhiin h i ~ u thitnh c()ng co the 111m cho kMeh hitng trung thitnh hoo.

D Dung D Sai5. Dieh VI} hb trQ' san philm Ia eae djeh VI} rna doanh n g h i ~ p cung clip eho

kMeh hang nhftm giup khach hitng thv hUOng nhiing IQ'i 1ch rna hI? tr()ngdQ'i C1 san philm m.,t each dang hoo.

DDung D Sai

Ke' hoqch hoa va PMt tri'!n San phdm 15


25/81

Quan Iy san phimth6ng qUlin Iy san phiim giao trach n h i ~ m ve doanh s6 va 19i nhu(ln thu dU'Q'C Ittmqt san phiim nMt dinh eho lUng ngU'i'ri phlf traeh. Chuang nay n6i v6 vai tro ellangU'm phlf tnkh san phiim, dong Ihm xem xel phU'ong each cae doanh nghip l;tora cae y tU'ang san phiim mm.

Ch(re nang ella Ngl/Oi Ph\! traeh San p h ~ m Ngum phlf trach san pham hay nMn h i ~ u co hai chuc nang co ban: chue nangquan Iy ke hO\1ch va chUc nang quan Iy sang kien.ChUc nang quan If ke h o ~ c h doi hoi ngum phlf trach phlli phan tich thj tnrong hdam n h i ~ m , phat t r i ~ n cac chien IU'Q'C marketing, phan b6 cac nguon IlfC danh ehomarketing va giam sat v i ~ thlfeh i ~ n cae ke h o ~ c h marketing chomt h o ~ e mt s6 san phllm. H I : ~ p ke hoaeh va k i ~ m soar cae hoatdng ~ a r k e t i n g cho san pham cU'amlnh. Cong v i ~ e nay doi hOi h phiiiquan tam den nghien cUn thi trU'oogva khiieh hang, nghien CUn va phiitt r i ~ n san philm, bao bi va nhan mac,phan ph6i va lieu th\!, quang eao vakhueeh truong, phan tfeh va dlf baotlnh hlnh kinh doanh. H phai xemxet chien luge marketing hbn hgpeho tUng san phiim minh ph\! trach va di6u ehinh cit so lugng nguon Ilfc danh ehomqt san phiim vii each thue cong ty sir d\!ng eac ngu6n Il!c do.

Keho(fch hoil i.'{] Phat trie'n San pha"m 17


26/81

Trong cac doanh n g h i ~ p vila va nhO, chU doanh n g h i ~ p thuang thl!c h i ~ n nhi6uchuc nang qui'm Iy ke hO(lch clla ngum ph\! trach san pham, nhung khi v i ~ c kinhdoanh philt trien, dn co ngum ph\! tT1lch san phiim de di'lm n h i ~ m nhfrng tfllchn h i ~ m nay.

Chuc nang qulm Iy sang kien doi hOi ngum ph\! tfllch san pham phai huang danqua tdnh t(lO ra san pham mm va dua chung ra thj tmang. He;> chju trach n h i ~ m v6qua tdnh pMt trien san phiim mm.De thea kjp nhfrng thay dbi v6 thj hieu va doi hOi clla khach hang, doanh n g h i ~ p phai thuang xuyen philt trien cac san phiim va dich V\J mm. Tuy v ~ y , day Ia cOngv i ~ c diiy rlli ro, VI philn Ian cac san phiim mm d6u that bil-i. M ~ t so nghien cli'u uucdoan rang, tren 80% so san pham mm bi that b(li. M ~ t doanh n g h i ~ p co the giamthiiu rlIi ro neu doanh n g h i ~ p do philt trien qua trlnh ke hO(lch hoa san phiim mmva thl!c h i ~ n qua trlnh do Mng cae nil Il!c clla roan doanh n g h i ~ p . Day Iii trachn h i ~ m Ian clla ngum ph\! trach san pham va ciing thuang doi hoi sl! h6 Irq va thamgia cua cae cap cao nhat rrong ban Hinh d ~ o doanh n g h i ~ p .

Khi v i ~ kinh doanh pMt t r i ~ n , nhieu doanh n g h i ~ p vilava nhO can co ngum p h ~ trach san phllm h o ~ c nban h i ~ u .

Phat t r i ~ n cac San p h ~ m MoiCo nhi-6u nguyen nhan dan Mn sl! tMt b(li eua cae san phiim mm. Dum day Ii i m ~ t so nguyen nhan thuang g ~ p : Thiet ke san phiim co the co Iili va san phiim khOng mang l


27/81

O k nghien eUu ve nhfrng san phiim mOi khong thanh eong eho thay doanh nghiepphai hi6u sau sik kMch hang m ~ c tieu, thi twang va d6i thu e?nh tranh eua minh.H9 phai phat trien cae san ph:lm mai eo the mang i;:ti gia tr! cao hem eho kMchhang. Co the phat trien cae san philm nhu v:).y thea bOn cach sau: (Xem Hinh 4)A. PMt trien cac san phfun h i ~ n eo biing eaeh t?O ra kieu dang, kfch ea, h o ~ e d?ng mOi eho cae thi truang hin c.B. Dua cae san phfun mOi van thj twang h i ~ n co.C. Dua cae san philm h i ~ n co van cae thj truang maLD. Dua cae san philm mai vao cae thi twang maio

San phm h i ~ n co San phm moi

'""' 0 . -(!) ~ . ' O .bEZ""'0 I--

ft:OJ::I: .6 '8i : '".. (0)-~ ' : . c f--

, .: !SAN PHAM

Hlnh 4: Phat [[ien san p h ~ m moi.

Cac y tuang san philm mai xWlt pMt til cae ngu6n ben trong va ben ngoai doanhn g h i ~ p .

Cae nguon ben trong ehiem hem 55% cae y tuang san philm maio cae y tuangnay eo the ia ket qua cua ho;;tt d(ing nghien cUu va trien khai hoije tll' eae nhll.n vieneua doanh n g h i ~ p tham gia van si'm xual va thiet ke san philm. Nguai ph\l traeh vanhan vien ban hang cling eo the dua ra nhfrng y luang mai. Mt;>t s6 doanh n g h i ~ p thu hut sang kien eua cae nhll.n vien va co hlnh thuc cong nhll.n va pMt huy caesang kien co gia Iri nMt.

Ke'hO,!ch hOG va Phat trie"n San ph6m 19


28/81

Cae ngu6n ben ngoai g6m khaeh hang, d6i thO qnh tranh, nhiing ngum phanph6i, cung ca'p va nhiing ngum kMc.

Y tuOng nay sinh tir viC quan s.il va Ifutg nghe khach hang chiem khoang m(\tphlln tu t6ng s6 9 UOng san phAm moi.M(\t philn tu con I ~ i cua 9 tuOng san phAro mm xua't phat tU viC quan sat h o ~ t d(\ng cua cac d6i thu c ~ h !Tanh. H o ~ t dng quang colo va cac quan khac cilacac d6i thu gqi 9 cho chUng ta nhiing viC hQ dang dl! djnh tien hltnh. cac doanhn g h i ~ p cung thuOOg mua san phAro cua d6i thu Cl1-nh !Tanh, thao rm ra de xemchUng v ~ n banh the nao va tIm cach copy.

La ngum giln gui vm thi tmOOg, nhiing ngum ban Ie (nhiing ngum phan ph6i, cungting v.v .. ) thuOOg Ia ngum dilu titn phat h i ~ n ra cac van de cua ngum mua va c6cac 9 tuOng san phAm mm. cac tl1-P chi thuang m ~ , h(\i chq thuang m ~ i , cac nhasang ch va cac cong ty nghitn CU'U thj tmOOg cung Ia cac ngu6n khac cua y tUOngsan pham mm.

BAI T ~ P TVKlfM TRA 4Holtn thltnh cac cAu sau biing cach dien vao khoiing tr6ng nhiing tir con thieu.1. Mt ngum phI,! trach san philm h0i).c nhiin hi,?u co hai chilc nang chinh:chtic nang va chtic nang______2. Trong m(\t doanh n g h i ~ p vira va nb


29/81


30/81

/ BAI T!P TINH HU6NG 1MINH HOANG (A)

Dau nhiIng nam 1990, s61ugng khach nu&: ngoai VaG V i ~ t Narn dQt ngQt tang lendo rfuiIng huang U'ng tfeh cgc ella khach du l!ch ciing nhu cac doanh nhan nlrOcngoiti d6i vOi nhiIng nblgc cua V i ~ t Narn trong v i ~ rna ra nhiIng quan c h ~ t cMhoo vOi tM' giOi ben ngoai. Trong b6i canh do, cac cbng ty du Itch qu6c doanhmang n ~ g tinh quan lieu khbng the dap U'ng duqc nhu c:iu tang Wt cua thi truangva do do dii t;,to cCl hQi to Ian cho cac doanh n g h i ~ p tu nhan co y chi kinh doanh.Ong Son, chU mQt cua h i ~ u nhO san xuat phl,l rung va sua chua xe may t;,ti Ha NQi,mQt trong s6 nhiIng ngum co dau Dc kinh doanh, dii nam duqc CCI hQi nay. Bang s6tien tiet k i ~ m cua mlnh va vay them cua b;,tn be va gia dinh, bng Son dii xay dJ!l1gmQt khach s;,tn mini a rung tam Ha NQi. KMch s;,tn mini 20 phong cua 6ng tacung cap cho kMch hang ca djch VI,l d i ~ n tho:;ri !DO, may FAX, cho thue b-tb vamua ve xe lua.Vao thm gian do, chi co it kMch s;,tn cung dip cac dich vl,l tuang tg, nhung ghi deucao hoo gia akhach s;,tn cua bng Son. De thu hUt du khach, bng ta chi CM lam chomQi ngum biet lo:;ri djch VI,l rna bng cung cap. Ong Son dang quimg cao tren mQt&6 an phllm biing tieng Anh V i ~ t Nam va tra 10% hoa h6ng cho bilt cu ai giOit h i ~ u khach tOi khach s;,tn cua minh. COng v i ~ c kinh doanh cua ong ta nhanhchong thllnh ebng trong mQt thi truang du lich e:iu dang vuqt cung.Lqi n h u ~ thu duqc lit kMch trung giai do;:tn 1990-1994 d;:tt trung binh tit 750den 800 t r i ~ u d6ng mbi nam. Ong Son chfnh thue cOng ty Minh Hoang, cbngty tnich nhim hi'iu h;,tn IU nhan eua minh VaG nam 1992, thea L u ~ t Cong ty cuaV i ~ t N a r n .

Nam 1994, bng chU cong ty Minh Hoang cam thay thOi ky cgc thjnh cua du lichdii qua r6i, cho dii ong ta vfut tiep l:\!c thu duqc lqi n h u ~ n tir kinh doanh khach s;,tn.Cung dii vuqt e:iu vii 6ng quyet dinh do Iii thOi diem phiii chuy6n finh VJ!C kinhdoanh. V i ~ chuy6n sang Iinh VJ!C khac Iii m(lt quyt djnh sang su6t vi cu6i nam1994 toan b(l nganh du lich bilt dau suy giiim. cac khach s;,tn mini mqc len nhunam nhung t6c dQ tang khach du lich vao V i ~ t Nam dii giiim dang k6. Trong hainam 1995, 1996, c6ng ty Minh Hoang Ib tiI 3 den 5 t r i ~ u d6ng mbi thang.

22 Ke hoq.dl hod. va Pha! tl"iEn San pnttm


31/81

Trong b6i canh do, ong Scm da tim kiem ca hQi kinh doanh maL Sau !Chi thamquan rat nhieu nm, ong n h ~ ra ding b cac khu Vl!c xung quanh nhlI Hong Kong,TMi Lan va Trung Qu6c, cac nha hang hili san ttIai s6ng dang rat thanh congoNhfrng nha hang l o ~ i nay luon mon dliy khach. Cfing cO nhfrng nha hang nhlI v ~ y b mien Nam V i ~ t Nam, nhung b Ha NQi chi co hai nha hang va cii hai deu qua dfttd6i vOi phan Ian nglIOi V i ~ t Nam. . /Nha hang hai san ttIai s6ng cua cong Iy Minh Hoang mang I ~ n Sao Bien cilng cOkhong khi vui ve nhlI ong chu cua no da IMy lrong cac nha hang IlIang II! b caemroc khaS nhung gia ban tMp han dang ke so vOi gia cua cae d6i tM. Vi d\!, SaoBien ban tom hum vOi gia 600 000 d6ng/kg trong khi hai d6i lhit cua no ban vOigia han 1 t r i ~ u d6ng/kg.Sao Bien da thftng lqi cao han muc rna {)ng Scm trong dqi. VOi lqi n h u ~ thu dlIqcngay cang tang, {)ng Scm mb rQng v i ~ c kinh doanh nha hang hili san tlIm s6ngthanh day chuyen, mb ra b6n nha hang nita t r ~ n khftplhanh ph6. Den nay, cac nhahang Sao Bien niim giit 70% thj trui'mg hai san ttIai s6ng, vOi doanh s6 hang thangcua m6i nha hang Ill' 30 den 35 t r i ~ u d6ng.H i ~ n {)ng Scm ra t hai long vOi thanh cong ella c{)ng ty Minh Hoang va dang bAtdau suy tinh ve ke h o ~ c h tiep theo cua minh.

K'hOflch hOG va Pha! trie"n San phii'm 23


32/81

PHANTicH BAI TA,.P TINH HU6NG 1Hay trl! Uti cae cAu hOi sau dJ!ll trennhitng thong tin tit nghien ella tlnh hu6ng trendtiy:

Xemxet v i ~ !dnh doanh ella kluieh Minh Hoang vao thm diem nliin1994 vatra 1m e:ie cau hOi sau day ve k h o ~ e h ho:i va pMttrian san pharoella eOngty.a) Ai iI khlieh hang trong thj tfUOng m ~ e tieu ella eOng ty?

; l b) Nhuetiueua hQ li I gi?

c) COng ty eung eiip l o ~ san phfim gi M thoA man c:ienhu etiu d6?

d) Chin luge san plJiim hin ella eOng ty la gl?e) Chin luge san pharo lUang lai eua e6ng ty la gl?

2. Xem xet nM hang Sao Bien cila c6ng ty Minh Hoang va tra 1m cae eAu hOisau dAy ve k h o ~ e h hoa va pluit trien san pharo ella hI?a) Ai Ia khaeh hang trong thj W.mg m ~ e tieu ella eOng ty?

b) Nhu diu ella hQ la g'i?

c) COng tyeung eiip I o ~ s a n pharo gl de thOli man eae nhu diu d6?

d) Chi/fu luge san phfun hin ella cong ty Iii gl?

e) Chin luge san pharo lU


33/81

Tang kat Cuon sachHay mnh ghi sl! tien b


34/81

h i ~ u melt san phiim cling cAn pMn b i ~ t ro sl! khac nhau giua san phlim congn g h i ~ p va san philm tillu dung. San phiim tieu dung g6m cac san phiim t h u ~ n t i ~ n (kyO so-cO-Ia, bao, xa pMng, kern danh rang), san phiim Il!a ch


35/81

Tom il).i, san ph:lm la yeu to tmae nMt va quan t[(;mg nMt ella chien IUVC marketingh6n hqp. DO la hi.> phl.\n trung tAm eua ke hOl).ch marketing VI chinh cac d ~ c tfnh vathuqc tinh clla san phllm quyet djnh kh8. nang thOlt man kMch hang. cac quyetdjnh san ph:lm tac di.>ng ml).nh den tat eli cac thanh to kMc clla chien lugcmarketing h6n hqp (kenh phfln phoi, djnh gia va khuech wong san ph:lm)

Ke'hOflch hotf va Phollrie'n SOnphtfm 27


36/81

Ke h o ~ c h ung dvng la gi?hO{lch Oilg d\lng Iii cbng c\l gitip b{ln dng d\lng nh!l'ng gi b{ln h'?C dUQ'c viio thl!c

cbng v i ~ c cua minh. Cu6n sach hu6ng dan vii gitip b{ln mb ta chio!n llIQ'c sanpharo h i ~ n t{li va tuang la i cua b;:m.

Lam the nao dG hoan thanh mQtKe h o ~ c h ung dvng?B{ln nl:n xem l{li cac tMng tin C(J ban, cac bhl t ~ p tl! kiem tra, bai thl!c hanh vabili t ~ p tinh hu6ng rna b;:m da hoan thanh trong cu6n sach nay, va day chinh IiinhiIng C(J sa ph\lC V\I cho v i ~ xay d\ffig h o ~ c h tffig d\lng clla b;:m.

Hay thlJc h i ~ n ti'rng buoc clla ban ko! hO{lch tffig d\lng. Hay suy ngh) va chu&n b!can tra 1m cho mOi buOc trong hO{lch tffig d,mg. No!u cM t h i ~ t b;:m c6 the thamkMo ykio!n hol,ic 1m khuyl:n clla cac d6ng n g h i ~ p .

Lam gi vdi Ke h o ~ c h ung dvng?Ko! h o ~ c h Oilg d\lng Ia danh cho b;:m. KI! h o ~ h d6 khbng dlIQ'C danh gia chiUndiim va khbng ai ph:ii xern l{li trir khi b{lfl yl:u cliu r n ~ t ngum nao d6 xern xet l{li.Nhu dii nl:u tren, kl! hO{lch tffig d\lng la m ~ t cbng C\l va m ~ t ban hU6ng dAn danhcho b{Ifl.

Ki'hogch ho6 va Phat triln San p/u1m 29


37/81

Sau mt thCti gian, bll-n nen xem xet l/!-i ke hOll-ch Ung dl,mg Clla mlnh mt cachdjnh kY. Hliy stra d6i ke hOll-ch khi can thiet. Hliy xem III-i: Nhiing gl dang pMt huy rac dl!ng? Nhiing gl co t h ~ ph3i ciii tien? Lam tbe nao co the thl,Ic h i ~ n cac ciii tien?Hliy thl,Ic h i ~ n bat cll thay d6i din thiet nao cho bim ke hOll-ch Ung dl!ng clla bll-n.Hliy c ~ p n h ~ t ban ke hOll-ch Ung dl!ng thuOng xuyen, VI dl! nhu ba tMng mQt Ian.DlIng quen thira n h ~ n sl,I tien b clla bl!-ll va hliy lin mllng nhiing thilnh cOng cllamlnh. Neu bl!-ll pMt h i ~ n ra nhiing khia clI-nh m6i rna bl!-ll quan tArn, hliy hiS sungchung vao ke hOll-ch Ung d\!ng.

Bltde tiep theaBay gia la hie bl!-ll Mt dAu hoiln thilnh Ke hOll-ch ung d\!ng b trang sau.

30 K ihot;lch Juxj va Pha! triin San phdm


38/81

11\ KE H O ~ C H UNG Dl)NGKE R O ~ C H HoA vA PHAT TRItN SAN PHAM

BU(JC 1: HIEU V sAN PHAM1. Hay ehgn rnl)t san phfun rna doanh n g h i ~ p eua b'!11 san xuAt h ~ e phfinph6i. Neu sa hrqe nhfing lqi ich ea ban ella san pham d6 thee ba eAp dl) sanpMm.

a ) ~ p h a m e a b a n _______________________________

b) pham the _____________________________

e) pMm gia tfing_____________________________

Ke'hO{lch hod va PM, lrien San phii'm 31


39/81

BU'OC 2: MIEU TA SAN PHAMI. Hay mieu til san phfun ella b'lll:

>

2. Neu TO eae d(le diem ella san phfun ella b ~ n . San pMrn tieu dung San philm cong nghiepo T h u ~ n t i ~ n 0 Nguyen li?u va linh ki?no Lila ehQn 0 Cae san phfun h6 trqo D ( l e b i ~ t o san phfun khOng djnh tIm

3. Hay mieu til eae thu


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BtrOc 3: PHAT TRltNCtm:N LtrQCsAN PHAM1. Hay mieu til ehien lUQ'Csimphfun h i ~ n hiinh eua blp}.

G01 Y: Bfln co dung nhiin hifU Kh6ng? Bgn dung logi bao bi gil Bfln cungdip cho kMch hang dich VI! M trq gil

2. Hay mieu til chien ll1Q"c san ph:im tuong 1ai eua blp}. C6 gl tbay d6i so v6ichien lUQc hin hanh?

Ke'h09ch hod va PMt Iriln Sdn phdm 33


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BU'OC 4: PHAT TRmN SAN PHAMMOl1. Hay neu m(it h o ~ c VID san philm mm nao co dl! dinh pMt trien.

/

2. Vm m6i san phAm, hiiy chi ro thi truOng kMch hang ml.lc tieu rna dinhphl.lC Vl,I, mieu ta nhu cAu cua hq va 81m phAm b ~ n dt,r djnh cung cap dethoa man nhiing yeu cAu do.a) Thi truOng khach hang rnl.lC tieu___________

b) Nhu cAu cua khach hang______________

c) san phAm dl! kien cung cap_____________

3. Hay rnieu ta cac chien luge san philrn dl! dinh se thl!c thi khi dua cacsan philm rnm ra thj truOng.

34 Ke'hOlfch hOG va Phd, trii!n San phdm


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BAI T TVKIEM TRA 1Hoim thimh cae can san:1. san philm Iii m(lt cai gl do dugc ban eho khach hang de thoa man m!)tnhu cau.2. Thuc an. xe d ~ p , sach iii cae vl)t phllm.3. san phllm gia tang bao g6m tat ca cae i feh va dich V1,l phl,l them, giupphan bi/?t s1m phiim cim m(\t doanh n g h i ~ p v6i san philm eua cae doanh

n g h i ~ p khac.

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BAI T ~ P TV KIEM TRA 2Neu cac dtnh ngbia bilng cach holin thlinh cac cAu sau.1. san phAro tieu dung Iii cac san philm do nhiJng nguOi tieu dung cuoleung mua di! thoa man nhu cau cila ea nban hQ.2. San phAro t h u ~ n t i ~ n Iii cae san phAm ma khach hang mua thuangxuyen va it khi chQn h,ra hoi:\e so sanh.3. San phAro b,Ta chqn Iii eac san ph:im rna khi mua khach hang thuang soslinh dn t h ~ n vi! Hnh phu hqp. ehllt luqng. gia ci va k i ~ u dang.4. san phdm d ~ c b i ~ t iii cae san ph:im di:\c thil vai nhiJng tinh chat rieng

b i ~ t rna khaeh hang mu6n.5. san phlim kMng djnh tim iii cae san pham ma khaeh hang hOi:\c la

khOng bilt hOi:\e thuang khOng dl1 d ~ n h mua. 6. San phAro c()ng n g h i ~ p Iii cac san ph3m ma cae ca nban hay t6 chue

mua di! che bien tiep hoi:\e sir d\lng trong qua trlnh san xuat.7. Nguyen I i ~ u vii linh k i ~ n Iii nhii'ng san phAro c()ng n g h i ~ p se tra thanh b(lph:)n diu thanh trong san pham eua nha san xuat.8. San phAro hb trq iii san phAro c()ng n g h i ~ p hO trll qua trlnh san xUllt hay

h o ~ t d9ng cua nguOi mua nhung khOng tra tMnh m9t b9 p h ~ n cautMnh cua san phim cu6i eong.

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IJAI T TVKIEM TRA 3Hay chi ra cae diu dum day Ia dung hay sai.1. Chi phf cho bao bi pMi dugc quan Iy can t h ~ n dli c6 thli a muc dum 10%gia UJanh san phfim. Sai2. MQt nhlin san phfim dugc thiet k h i ~ u qua se giup ding co nhlin h i ~ u va

t ~ n tu6i cua cOng ty. Dung3. cae doanh n g h i ~ p clIn giam thMu cae d ~ c Hnh cua san phfim dli duy tei giava gia thanh san phfim amuc tha'p. Sai4. Nhan h i ~ u Ia mQt thuQc tfnh quan tn;mg cua san phfim vi mQt nhlin h i ~ u thanh c ~ n g se lam cho khach hang trung thanh hon. Dung5. Djch V\l hi} trg san phfim Ia eac djch V\l rna doanh n g h i ~ p cung ca'p cho

kMch hlmg nhrun giup khach hang th\l huang nhiIng 19i fch rna hQ ~ n g dgi asan phfirn mQl each dang hon. Dung

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BAI T!P TVKIEM TRA 4Hoan thanh cac cau sau biing cach dien vao khoang tr6ng nhiing tll con thieu.1. Ngum ph" trach san phlim h o ~ c nhan h i ~ u co hai chuc nang chfnh: chUcnang quan Ii ke b o ~ c h va chUc nang quan Ii sang kien.2. Trong mqt doanh n g h i ~ p vi'Ia va nha chu duanh nghip thuang thl!c h i ~ n nhieu chuc nang qUlin 19 ke' ho,!-ch cua ngum ph" trach san phlim.3. Mqt s6 nghien cUu uOc doan rling, han 80% s6 san phlim mm bi tbat b ~ i . 4. Y ui'mg san pham mm xuat pMt III nguon ben trung va nguon ben nguru.

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/ ' . . . . . . "'-RAI T THVC HANH 1Hoiln thilnh bang dum day M him r5 ba cap d() san phAm trong tnrong hqp dich Vl,lkhach sl).ll va (\ t( ) Toyota.,San phdm co bOnSan ph:1m CIJ t h ~

San phltm gia tang

Djch V1,I khachNghi ngai, ngilTen khach Sl).ll,cae phong cho thue,giJJang s,!-ch, d i ~ n tho'!-iThil we n h ~ p khach Sl).llnhanh, dich VI!- bu6ng,thue anngon

KfihOlJch hoa vaPha, trdn San phlim

XeToyotaDi l,!-iTen xe, lo'!-i xe hai cliu,may (\ t( ) cMt Im;m.g cao,tie-t k i ~ m nhien l i ~ u Phuongthucthanhtoan,bao hanh, dieh Vl,l h ~ u mtH

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./

BAI T!P THVC HANH 2Hay neu ten milt san phllm cong nghip h o ~ c tieu dung rna dii mua trong mliil o ~ i san pMm sau.Neu bat cII vi nilo rna thoa man dinh nghla VI! timg l o ~ san phAm (xemBili t ~ p tl,I kiem tra 2). DuOi day lil mQt so vi VI! timg l o ~ i san phAm.san phfun tieu dUnga) .San phllm t h u ~ n tin: Xa phong, kern danh rang, k ~ o so cO la, bao.b) san phllm h,ra chQn: Xe d ~ p , do g6, do gia d ~ n g , quan ao.c) San phllm bit: Xe Mercedes Benz h o ~ c may anb dlit tien.d) san pham kMng dinh tim: Bao biem nblin tbc;t.san phfun cong nghiepa) Nguyen liu va linh kin: Bong, rau qua, dau tho, sqi, xi mangob) san phAm hb trq: Nha xuOng, t h i ~ t bi va cae cong san xmit kbae; Cae sanphl1m p h ~ e vl.l v ~ n banh, bao duOng, sUa chua; va cae dieh vl.l nhu dich vl.l

bao duOng, sUa chua h o ~ e t i l Vlln.

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HAl THVC HANH 3MQt n g ~ phy tnich san phllm qUaIl nim 111 doanh nghip cua Ong ta can ngi'mgngay san Xullt mQt san phllm khi g ~ p kh6 khan trongvi(lc tieu thy san phllm do vacho rfulg doanh nghip can pMt trien san phllm mm de thay the. MQt nglIm phytnich san phllm khac co nhleu kinh nghim han thi khaug dinh Ia cO thi d i tiensanphllm do va chorfulg doanh n g h i ~ p kh(}ng can pMi pMt trien san phllm mm dithay the. Hay trinh bay cae Iui).n crr rna ngtrffi phy trach nhleu kiM nghit?m co thisIt dyng d6 bao vt? quandi6m cUa minh.cac Iui).n cII Ung hi! v i ~ c cai tien san phllm:1. Doanh n g h i ~ p da c6 n h i ~ u kinh n g h i ~ m trong phin ph6i vii marketing

san phAm d6.2. Dus ra m(it san phAm mOi, doanh n g h i ~ p se phii chi phi IOn hannhieu, nMt Iii cho Quang cao va tuyen truyen. em tien m(it san phAmdii cO se d ~ n g duQC sl! h i ~ n d i ~ n cua san phAm tren thi truang vakhi nang n ~ n b i e t cua khach hang dui vOi san phAm d6.3. V i ~ c dlia ra m(it san phAm mOi Clin cO sl! tham gia va phOi hqp cuanhiing nguOi phan phOi, cung cap va ban Ie. He, dii quen kinh doanh

vOi san phQm h i ~ n co nen dO- ton cong suc han nmeu.

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PHAN TicH BAI T!P TINH HU6NG 1

Hay tra 1m cac cAn hOi san dl!a tren nhiIng thong tin tir nghien cUu tmh hn6ng trendAy:1. Xem xet v i ~ kinh doanh cua kMch Minh Hoang vao thm diem nam1994 va tra 1m cac cAn hOi san dAy ve pMt trien va ke' hOl;lCh hoa san phfun

cua cong ty.

42

a) Ai la kMch hang trong thi trUOng ml,lc tien ella c6ng ty?Nhihtg ngllOi du lich vii khiich lit hanh Wi V i ~ t Nam.b) Nhn cau cua hQ la gl?eM a t i ~ n nghi vOi gia phai chang, co d i ~ n t h o ~ i lDD, may Fax, dichVI} mua VI! xe lila va cho thue 6-tO.c) C6ng ty cnng cAp lol;li san ph1lm gi de thoa man cac nhn dn d6?Khach mini 20 buong trung Ulm Ha NQi va dich Vl,I vOi gili phllichang.d) Chien luqc si'm pharo h i ~ n t ~ i eua cong ty III gl?e h u y ~ n sang cac linh v\l'c kinh doanh kbac VI cho rAng nganh du lichse suy giam.e) Chien luqc san pham tUClIJg lai cua cong ty 111 gl?PMt t r i ~ n linh V\fC kinh doanh mOi trong cac nganh kbac.

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2. Xem xet nhii hang Sao B i ~ n ella cbng ty Minh Hoang va tni Ibi cac cau hOisau day ve ke hmlch hoa va pMt tritln san phllm cua hQ.a) Ai Iii khach hiing trong thj wOng ml)c tieu cua cbng ty?

/Nhiing ngUOi thich an hili san iJ Ha Ni)i.b) Nhu cau cua hQ la gi?NhA hang hai san vm gia ph3i chang va khOng khi vui ve.c) Cbng ty cung cAp Io:p san ph:im gl M thoa man cac nhu cau do?Nha hang Sao Biin dUQ'C xfty dl!llg thoo mo hinh cac nha hang hai santuai song iJ H(jng Kong, Trung Quoc va Thai Lan, p h ~ c vm giathllp hon. kM nhieu so vm gia ban cua cac doi thu cl,lnh tranh cua no iJHa Ni)i.d) Chien Iuqc san phllm hin t ~ i cua cbng ty Iii gl?MiJ rQng va phat tril'n day chuyen nha hang theo mo hinh da kinhdoanh thanh congoe) Chien Iuqc san phllm lUang Iai cua c{)ng ty Ia gl?PMt triin cac linh vJ!c kinh doanh mm trong cac nganh kMc tren casa cac xu the mm.

Ke'hoqch hod va Phiu trifn San pham 43


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BBan buon (Wholesaling) H01).t d ~ n g ban hang cho ngum ban Ie, ngum ban huon,cac doanh n g h i ~ p san xua:t - nhfing ngum khong ban hang tm ngum tieu dung cu6icung.Ban buon khOng tra c h ~ m va khOng v ~ n c h u y ~ n hang (Cash-and-carrywholesaler) Ngum ban buon khong cha:p n h ~ n v i ~ tni tien sau va khong cung Ungdich v ~ n chuyt!n hang hoa.Ban buon trung gian (Wholesaling middleman) T h u ~ t ngil c6 ngh'ia r ~ n g , baog6m: ngum ban huon (ngum c6 toan quyen quyet djnh vm san pham co trong tay),d1).i Iy va ngum moi gim - nhfing ngum h01).t d ~ n g ban huon, song kMng co quyend6i vm hang hoa.Ban hang co rang bUQc (Tied selling) M ~ t tMa t h u ~ n trong do neu ro m ~ t nhaban huon trung gian chi co the tra thanh d1).i ly quyen pMn ph6i cho san pharocua m ~ t hang khi d6ng thm ding ban cac san pharo khac cua clIng hang nay.Ban hang gqi y thuyet p h ~ c (Suggestion selling) Khach hang mua nhieu honnha ngum ban hang da gim thiu cho hg nhfing san pharo phI} trq, cac chuongtnnh khuyen m1).i di,ic hit, eac dQ! ban hang co tinh thmBan hang sang tl!-O (Creative selling) V i ~ ban hi!ng tren CCi sa da pMn tich kyluang nhfing di,ic diem clla qua trlnh ra quyet djnh mua hang clIa khach hang.Ban hang qua catalogue (Catalog retailer) Ngum ban hang c6 phOng tnmg baysan pMm m ~ u . Khach se di,it hang qua caccatalog t1).i cira hang. Sau d6 don hangse dug


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Ban pha gia (Dumping) Rimg hoa xuAt khau v&i muc gia I i hon rAt nhieu so v&igia ban n ~ i dia.Bao banh (Warranty) Cam k ~ t ella ngum ban d6i v&i nguai mua v6 v i ~ h9 siSchju trach nhi':;m thay t h ~ nhilng san phlim hong h o ~ c hoan tra tien trong m ~ t khoang thm gian nMt dinh.Bo thau (Bid) Trong thi tmang cac t6 chuc, khi m ~ t nha cung 6ng v i ~ t thu chaohang cho cong ty co nhu cau mua m ~ t l o ~ i hang hOa hoi).c dich Vl,I.Bien dl)ng cua c3U (Demand variability) Trong thi tmang cac t6 chuc, 11\ anhhUt qu6c gia.Can can thanh toan (Balance o/payments) Dong tien ra vao cua m ~ t qu6c gia.Cong ty quiing cao (Advertising agency) Cong ty l ~ p lam cong v i ~ dich Vl,Ihtl trq ngum muon quang cao trong v i ~ l ~ p hO\lch va thl!c hio?n cac chuongtnnh quang cao.Cam n h ~ n (Perception) cai ta cam tMy nha Cae giac quan.Cam n h ~ n co tinh ch9n 19C (Selective perception) Sl! nhi).n biet cua kbach hangd6i v&i cac tac nhlln kich thich chi co duqc khi hI:> muon cam nhi).n chUng.Cam nh*n dn y (Subliminal perception) Sl! cam n h ~ n sau hon muc nhi).n thuc bengoai..Cam nMn ve san phi'irn (Product positioning) Noi ve cam nhi).n clla nguai tieudung ve cac d ~ c diem, cong d ~ n g , chAt luqng, uu va nhuqc diem clla mo>t sanphilm.Cau (Demand) La yeu cau ve hang hoa ciia ngum tieu dung tren thj truang

46 Ke'hO


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Chien luqe keo (Pulling strategy) Thong qua cae h o ~ t dQng khuech truang sanphfun de thu hUt tMm kMch hang, lam tang diu. Chien hr


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Chuin bi hang (Sorting) cac kenh phan ph6i dam hilo duy tTl Im;mg hang t6nkho dll de dap ling nhu cau cua kMch hang, bao g6m cac khau: gom hang, pMnlo van kMng giam gia ban hO(lc tang cuimg tinh nang cua san phlim.Chinh sach tili chinh (Fiscal policy) Sir dl,!ng cae cilng Cl,! thue khoa va chi lieucila ehfnh phil de kiem soat ntn kinh Ie.Chinh sach tien (Monetary policy) NhiIng ky t h u ~ t chuyen miln kMc nhau rnaNgfln hang dung quan 19 luqng titn va la:i suat de tac d()ng vao ntn kinh te noichung.Co gian VI! gia eoa cau (Price elasticity of demand) Thu&e do phan iing cuangum tieu dung vOi m6i sl! thay d6i vt gia. Duge tfnh Mng ti s6 giua phan tramthay d6i luqng du ve m()t san phlim hay djch VI,! v6i phan tram thay d6i vt gia.Co gian ve gia eoa eung (Price elasticity of supply) Thu&c do phan iing cllangUm san xuat vOi m6i 51! thay d6i ve gia. Duge Hnh Mng Ii s6 giua phan tramthay d6i luqng cung clla m()t san phAm hay djch VI,! v6i phan tram thay d6i gia.Cira hang ehuyen doanh (Specialty store) Cira hang Ie chi ban m()1 l o ~ i sanphlim, vi dl] nhu eira hang ban thjt, cira hang ban giay nam, cira hang ban d6 phI,!nu.Ci'ra hang t h u ~ n t i ~ n (Convenience retailer) Cira hang ban nhiIng 1 0 ~ i hang hoadanh cho ngum tieu dung cu6i cung, cM yeu duqc CJ nhiIng nm trung tam, gii'1rna cu-a dai, thll tl]e thanh toon nhanh, nm d6 xe t h ~ n t i ~ n .

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DDanh gia (Qualifying) La m9t khAu trong qua tnnh oon bang de xac dinh l i ~ u m9t nguiri mua tiem nang co the trd thanh khach hlmg khOng.Danh gia tiem nang (Prospecting) M ~ t khau trang qua tdnh oon hang de tim racac khach hang tiem nang.D ~ i d i ~ n ban himg (Selling agent) Dan vi ban bu{)n trung gian chuyen gi61 t h i ~ u sim philm. D':1i d i ~ n oon hang co toan quyen quyet dinh ve chinh sach gia, n(\idung cac chuang tnnh khuech wang san philm va thuang cung cilp tai chinh chonba san xuilt.D ~ i Iy dQc quyen (Exclusive dealing) Thoa thu1.\n cilm d':1i Iy cua mlnh ban hangcua doi thu c ~ h tranh.D ~ i Iy giao n h ~ n (Freight forwarder) Nguiri ban bu{)n trung gian chuyen lamc{)ng mc gom h1mg cua cac chu hlmg de giolm bar chi phi boc xep hang cho doanhn g h i ~ p .

D ~ i Iy giao n h ~ n anuUc ngoai (Foreign freight forwarders) Nguai v ~ n chuyentrung gian t


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Dc}ng cO' tieu dung (Motive) T r ~ g thai tam 19 khitn ngum ta di tm quyt djnhphai thoa man nhu du rna hQ cam n h ~ . DuOng cau (Demand curve) Db thj phim anh moi quan giiJa lu


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FF.O.B t ~ i nha may (F.O.B. plant) Gia himg khOng bao g6m bilt ky phi v ~ n ehuy6n nao. Ti t viet tiit la ehU Giao I ~ i m:.m tau. Ngum mua phai ehiu toan phiv ~ n ehuy6n, con duqc gQi la F.O.B. goc.F.O.B t ~ i nba may co tinh phi vifln chuyen (F.O.B. plant with freight allowed)Gia giao I ~ i m:.m tau co tinh tMm phi v ~ n chuy6n.

GGi:iIgia ca (Price) Gia tri trao d6i cua m!)t hang hoa h o ~ c djch vl,l.Gia cao (Price premium) Neu ngum lieu dUng n h ~ n thuc dng m!)t san phftm TjaOdo co gia tri 1&0 hem so voi cac san philm tuemg II! tren thi truOng thi hQ se tra giacao hem cho san phftm do. C


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gia. Nu gia hlmg thap han muc gia gi6i h\ln du6i, hQ se cho la san phAm nay "quare" va nu cao han muc gia gi6i h ~ n tren t h l l ~ i bi xem la "qua diit".

HHet himg (Stock out) M(Jt mij.t hang khong con de ban.MInh anh dra hrmg ban Ie (Retail image) Quan n i ~ m cua ngum tieu dung m(Jte1ra hang va kinh n g h i ~ m mua hang aella hang do.Hang dill bang (Bartering) S" trao dbi hang lay hang, khOng co vai tro tien t ~ . Hang hoa cao cap (Specialty goods) san phAro co nhiing dij.c tinh d(Jc dolo rnakhOng phai khach hang nao ciing co the mua duqc VI gia diit, no duqc coi nhuhang d6 h i ~ u . Hang hoa hap dan (Impulse goods) Siin phAm rna khach hang thuang de bj"quytn ru" mua rna kh6ng kjp cAn nhiic kyo Thuang ngum la hay bliy nhiing hanghoa nay gao quay thu tien de t i ~ n bilp dan nguai tieu dung.Hang hoa t i ~ n dl,mg (Convenience goods) .Nbiing hang hoa ngum tieu dungmuon mua thuang xuyen, de dang, nhanh chong nhu sua, banh mY, xang dau.Hang hoa nay thuang la l o ~ i co nhlin h i ~ u va gia thap.Hang khuyen m ~ i (Premium) san phAro mien phi, thuang kern khi mua mi?t sanphAm nao do.Hang mau pMt khOng (Sampling) PMt kh6ng san phAm cho nguai tieu dung dehQ dung thu, chap nh(\n va sau do se mua.Hang tieu dung (Consumer goods) Nguai mua se la ngum tieu dung, sir d ~ n g hang hoa do. Hang hoa tieu dung khong phai Iit san phAro trung gian de p h ~ c cho v i ~ c san xua't mi?t bang hoa kMc.Hanh vi nguOi tieu dung (Consumer behavior) Phiin iing va nhiIng quyt djnhcua nguai tieu dung ve v i ~ mua va sir d ~ n g hang hoa, djch VlJ.H ~ n muc (Quota) Ml!c tieu doanh so ban hang h o ~ c con s61qi n h u ~ n the rnam(Jt nMn vien ban hang dV dinh se phai d ~ t duQ'C.H ~ n n g ~ c h n h ~ p khiiu (Import quota) H ~ n ch soluqng m(Jt chung l o ~ i hanghoa thi nao do co tM n h ~ p ve.Ho trQ' khuch truang ban hang (Promotional allowance) V i ~ c nba san xuat taitrq h o ~ t d(Jng quang cao va khueh truang ban bang eho cae thanh vien trong kenhphAn ph6i nhiim. phoi hQ'P h i ~ u qua ehin luqc khueh truang san phAm trong toanb(J kenh ban hang.

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H6n h'!P san phllm (Product mix) san phiim ho{ic mt nhom san phiim duge nbamarketing dua ra thj tNOngHi)i chI! thuang m ~ i (Trade Jairftrade exhibition) NhiIDg dqt hi chq duqc t6chilc dinh ky, nm cac c!}ng ty thu(lc cae nhom nglmh nghe khac nhau mang hangcua minh de'n trung bay giOi t h i ~ u cho ngum tham quan mua Ie va kMch hangmua bu!}n.H'!P d6ng ban quyen qu6c te (Foreign licensing) Trong marketing qu6c t, lahqp d6ng giua doanh n g h i ~ p vOi mt cOng ty num: ngoai trong d6 doanh n g h i ~ p cho pbep c!}ng ty num: ngoai slm xua't va tieu thl} hang cua minh tl,li thi trUbngnum: ngoM.H'!P tac ban Ie (Retail cooperative) Thoa t h u ~ Mng hqp d6ng giUa m(it nh6mcac nha ban Ie ve v i ~ ciing mua hang dt,r triI tiI cac ccr sa ban huOn do cac nba banIe sa hitu, mbi ngum mua m(it Iuqng t6i t h i ~ u nao do, nMm cl,lnh tranh vOi vOi cacchubi cira hang 100.

tMng (System) La nMm cac b(i p h ~ u co t6 chllc, lien ket nam trongcung mt ke hOl,lch vl).ch ra dll dl).t duqc cac ml}c tieu Cl} t h ~ . thong marketing trt!c tuyen (Vertical Marketing Systems - VMS) La cackenh marketing hOl).t dng trong cling h? th6ng sa hitu cua mt c!}ng ty. Ml).Dg luOi

nay duqc quiin Iy mt cach khoa hQC, duqc hOl,lch dinh truUc tiI trung tam dll cothe thl}"C hi?n h i ~ u qua hOl).t dng marketing Vd mang Il,li linh hUOng t6i da trongml).Dg luOi.th6ng marketing trt!c tuyen eua doanh n g h i ~ (Corporate VerticalMarketing System) Mt h? thong marketing tr\!C tuyen duge hinh thanh dl}"a vao

sa hitu duy nh!!t d6i vOi mbi c!}ng dol).D cua kenh marketing.HOl,lt di)ng marketing clla cae 16 e h ( r ~ (Organization marketing) H o ~ t dngmarketing do cac 16 chile mang I ~ i lqi feh cho cng d6ng (nhu coog doan, t6 chilcchinh trj), cac t6 chilc djch VI} (nhu tNang pM thftng, trubng dl).i hQC, b?nh vi?n,bao tang), cac t6 chllc chfnh phD (nhu qulin d(li, ciinh sat, pMng chay chUa chay,buu di/?n) tht,rc hi/?n, nham tac d(mg de'n mQi ngum dll hQ cMp n h ~ n ml}c dfch, sirdl}ng dich VI}, ho(!.c dong g6p Mng cach nay hay each khac cho cac t6 chllc 00.H ~ t di)ng pMn pMi san phAm (Physical distribution) MQi hOl).t d(lng dll darnhao hang hoa sau khi xu!!t xubng se de'n tay ngum tieu dung m(lt cach hi?u qua.Bao g6m chuyen, luu kho hili, dong g6i bao qulin, qulin ly dt,r triI, xir ly dand(!.t hang, ll!a chQn neri d(!.t kho hang, dt,r bao thi trubng va djch VI} oon hang; congQi la h o ~ t d(mg h ~ u cAn.

Ki'hOflch hoa va PMt friln sanphtim 55


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KKenb pban pboi (Distribution channel) O k dan marketing chiu tnich n h i ~ m di.!u chuyen quyen sa hitu clla bang hoMdjch VI} tit ngum san xuift den ngum lieudung bo*c ngum mua trong gian.Ket qua b o ~ t dqng (Bottom line) M(lt b i ~ t ngiI (tieng Anb) trong kinh doanh n6iv.! tbuOc do lqi n h u ~ n chung clla h o ~ t d(lng kinh doanh.Kbai n i ~ m marketing (Marketing concept) Mang l ~ i Sf! tboa man cho ngum tieudung b ~ n g vic sim xuift cai rna bQ mu6n i:J mU'c mang l" i Jqi n h u ~ n . Kbau bao (Depreciation) KMi nim ke toan, tfnh ti I trich tu doanh thu hilngn3m bu vito chi phi mua rai san c6 djnh xac dinh doanb thu rong cua cong ty.Kho bang d., trit (Storage warehouse) Kho hang, nm sim pham duqc t ~ p kettrlIOc khi giao. Thuang duqc dung la.rn cong C\l clln d6i cung cAu san pharo cuadoanh n g h i ~ p . Kho pbim pbOi (Distribution warehouse) Nm slip xep vii tlii pbiln ph6i sim pham.M\lc dich clla kho philn ph6i la nbArn t ~ o di.!u kin ilIU chuyen hang hoa den tayngum mua nhanh han chu khong chi lam chilc nang kho chua.Kbu vl!c ban bilng b ~ n cM (Closed sales territories) VUng ban hilng bj gim h(ln

dja ly thea quy djnh cua nhii san xuift ra cho nhll phan ph6i.Kbuech trmmg ban hang (Sales promotion) La h o ~ t dqng ban hang khang tn,rcIiep, da d ~ g m(lt llln va kha bit (kMng phai qulmg cao).Kbuch truong bOn hqp (Promotional mix) Ngrrm liim marketing sir dl,lng t6ngt h ~ cac bO(it d(lng ban hang tTf!c Iiep vii kh(\ng tTf!c tiep (g6m quang cao, khuynm ~ i , quan cong chUng) n h ~ d


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K i ~ m djnh ket qua ban trl!c tiep (Direct-sale results test) M(>t cong C\I do IUOngh i ~ u qua cua cac chi tieu khuch truang san pharo, bAng cach k i ~ r n djnh rnucdoanh thu gia tang tren rn(>t dan vi chi tieu.Ky t h u ~ t ban hlmg gia cao (Selling up) Ky t h u ~ t thuyt ph\lc khach hang rnuarn(>t m{it hang gia cao han so vm rn{it hang ban d(\u djnh rnua.LLuang (Salary) Khoan tien thanh toon c6 dinh dinh ky cho can b., c6ng nhan vienkl! d. nhanvien ban hang.L ~ m pMt (Inflation) Sg tang muc gia chung dim Mn giam suc mua cua ngumtieu dung.L ~ p ke h o ~ c h (Planning) Dg tfnh cac h o ~ t d(>ng trong tuang lai dl! d ~ t duqcnhOOg ml,lc tieu doanh n g h i ~ p de ra.L ~ p ke h o ~ c h chien IUl1c (Strategic planning) Qua mnh xac djnh cac ml,lc tieuco him cua doanh n g h i ~ p , phan b6 ngu6n 19c va thgc h i ~ n theo nhOOg buac v


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MM6i trllang e ~ n h tmnh (Competitive environment) Qua trinh CQ sat xay ra trenthi truemg.Moi truang ehinh trj va phap Iy (Political and legal environment) La mt')t bt')p h ~ n cua m6i truemg marketing, g6m cac l u ~ t va cac th6ng tu hu6ng dAn h i ~ n hanh t ~ i qu6c gia rna doanh n g h i ~ p dang co h o ~ t dt')ng kinh doanh.Mau thuin ve n h ~ thite (Cognitive dissonance) Slflo l ~ n g tru6c khi di de'nquye't dinh mua hang, xay ra khi trong ban than quan n i ~ m cua ngum mua (kie'nthuc, tin nguOng, thai dt') co mAu thuan.Ma v ~ e h quOc te ciia san phiim (Universal product code) Mii v ~ c h d ~ c b i ~ t trenMng hoa, chi co t h ~ dung may quet quang hQC dQC. May quet qua th6ngmay tinh co tM in ten san phfut va gia ra hoa don ban hang dOng thm tlf dt')ngngay l ~ p tuc vao danh ml!c hang ban trong bao cao ban h ~ c xu1ft hang.Marketing ell nhan (Person marketing) Nhiing h o ~ t dt')ng marketing thu hutsl, quan tam eM 9 va tranh thu earn tlnh eua c6ng chilng vm mt')t ea nhan nao do.cac ting cir vien chfnh tr! va eac nhlin v ~ t n6i tie'ng thuemg sIr dl!ng ehinh saehnay.Marketing lui (Demarketing) Cae h o ~ t dt')ng nhihn d t giiim nhu cliu tieu dungsan phfut tren thi trui'mg xu6ng tm mue hgp 19 doanh n g h i ~ p co tM san xullt vadap ting kip.Marketing thu n g h i ~ m (Test marketing) ChQn mt')t khu Vl!c CI,I t h ~ h o ~ c mt')td o ~ thi trui'mg tuong dOl d i ~ n hlnh cho toan thj truimg gim t h i ~ u san phfutmm va dl,lng chie'n djch khue'ch truong san phtlm. can Cll danh gia ke't qua thuduqc se quye't dinh I i ~ u c6 nen tung san phfut do ra tren quy m6 rt')ng hay kh6ng.Marketing y tuimg (Idea marketing) Xac dinh ml!c tieu va marketing mt')t 9tulmg trong nhom khach hang dii Ilfa chQn.Mot (Fashions) San phtlm dang phd bien, co kha nang l ~ p l ~ i vong dm san phfut.Mot nhat thin (Fads) M6t tOn t'!oi thm gian ngAn vi du nhu dong n h ~ disco, Ians6ng mm.Miu (Sample) Nhom d ~ i d i ~ n . Miu ehulin (Quota sample) Mt')t mau kh6ng ngau nhien duqc phlin chia sao choc a ~ ph:tn h o ~ c nhom d ~ i d i ~ n cho toan mau.Miu chum (Cluster sample) Phuong phap 11fy miu theo chum, sau do chQn ramt')t h o ~ c 11ft ca cac phan tIr trong chum doliim d6i tuqng nghien cUu.

58 Keho,!ch hoa va Phat triln San phlim


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Miu ngiu nhien thong (Systematic sample) MAu xac SUa! lay Ia't ca cac v ~ t co s6 thu II! N trong mql danh sachMliu phan t6 (Stratified sample) Mliu xac xullt duQ'c chqn h,ra sao cho m8i khichqn mau ngliu nhien amqt nhom san ph.im nao do no se d ~ i d i ~ n dUQ'c cho t6ngmliuMiu tin dl}ng (Convenience sample) Mau chqn kh6ng ngau nhien tir nhUngngum san sling tra 1m.MI}C tieu cua chinh sach gia (Pricing objectives) M ~ c tieu rna c6ng ty muon d ~ 1 duQ'c thOng qua v i ~ c ap d ~ n g cae ehinh sach gia.MI}C tieu duy trl (Status quo objectives) M/?t pMn trong ehie'n hIQ'C gia, m ~ c tieucua no la duy trl m(lt muc gia ban 6n dinh.

NNganh d,ch vI} (Tertiary industries) Ngllnh kinh doanh dieh V\!.Nganh thuang ml;li (Trade industries) cac 16 chuc, vi nhu cac nha ban bu6nva ban Ie, mua hllng de ve ban cho ngum khac.Ngay het hl;ln sit dl,lng (Open dating) Cho bitt ngay cu6i cung rna san philm thVCph.im con co 1M dUQ'c bay Mn.NglJiJi ban buon (Wholesaler) Ban bu6n trung gian co loan quyen quye'l dinh d6iv6'i hllng hoa co trong tay. ThuJ,lt ngu ngum dilu C(] hoJ,lc nha phan ph6i cung amchi d6i tm;mg nay.NglJiJi ban buon djch VI,I trqn goi (Rack jobber) NMn vien ban bu6n marketingm(lt s6 san pham nhllt djnh Mn t*n cac clra hang ban Ie, eung U'ng djch VI! vJ,lnchuyen, slip xe'p, hao hllnh va IJ,lp kho dl! trU quily ban.NglJiJi ban Ie (Retailer) Ngum trung gian ban san pham den tay ngum tieu dungcu6i cung.NglJiJi cO tieng noi quan trqng (Opinion leader) Ngum co tie'ng noi quan trqngtrong m(lt nhOm.


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Ngl1m phy trach san phiim (Product manager) Nguiri dUng ra quan 19 m.:?t hoij.cm';'t nhom san phfun. Nguo do hOlm toan ehju tnieh n h i ~ m ve v i ~ e xae djnh ml}ctieu va I ~ p ehin luqc marketing.Ngl10i tieu dung tien phong (Consumer innovator) Nguoi tieu dung d1iu tien euamt san phAm hoij.e djeh V\l mm.Nghien clIu mang Hnh khai ph3 (Exploratory research) cae nghien eUu n h ~ m giup ngum ta hieu ky, sau han nua cae Vlln de xay ra, tim hieu nguyen nMn vanhwg anh huang.Nghien clIu ve kha nang cung cap (Supply study) Phong van ngum tieu dung deco duqc nhwg tMng tin ve thai d9, nMn xet, d9ng co mua hang eua he;>. Thuangdl1qc thl!'e h i ~ n dUm ba hlnh thue: phong van qua d i ~ n t h o ~ i , qua thu va phong vantflJe tip.Nguyen v:)t l i ~ u thO (Raw materials) V ~ t l i ~ u dllu vao nhu san phfun n6ng n g h i ~ p (Iua, Mng, sua) hoile san phllm II!' nhien (dbng, quilng kim l ~ i , than) de san xuatra san philm eu6i ciing. Khi phan phfun cap nguyen vii-t l i ~ u , nguiri mua se duqcdam bao rAng san phAm quy ehuiin va co ding milt bing ehilt lagng.Nguyen v:)t l i ~ u trung gian (Component parts and materials) Trong thi truangde t6 ehue, nhwg san phi\m e6ng nghip da holm t h i ~ n tra thanh chi tit eua sanphi\m eu6i eung.Nhan khAu hQc (Demographics) Nghien eUu cae dile diem eua ngum mua tiemnang, nha : tu6i, gi6i tfnh, mue thu n h ~ p . Nha san xuat (Producers) Ngam mua san phfun he;>ij.e djch V\l ve tip tye sanxuat ra san phfun hoij.e dieh V\l kMc.Nhiin b i ~ u (Brand) Ten gi, k9 hiu, bieu tugng, thie'! ke', hoij.e ket h


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Nhan h i ~ u qu6c gia (National brands) Quy djnh bffi nba san xuat. Tren thl!c tdoi khi nglIm ta g ~ i no la nhiin h i ~ u clia nglIm san xua:r.Nhan h i ~ u rieng (Private brand) Mqt nhOm cac san phfun dlI


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Philn dOl,ln theo yeu to d!a If (Geographic segmentation) Chia dan s6 thoo tieuchi clmg khu "'!C.Philn phoi di)c quyen (Exclusive distribution) Philn ph6i co Hnh bet suc chQnIQc, nM san xullt chQn mt nM ban bu6n h o ~ c ban Ie dtS Irao toan quyen ve v i ~ c ban san phdm t\1i mt vimg/khu yVc xac dinh.Philn phOi co Hnh chQn I"c (Selectivti distribution) Sir dl,lng m\lDg Ium ban Ie h\lDche, co-Hnh chQn IQC M phan ph6i san pMm clla mlnh.Philn tich dic!m hoa von (Break-even analysis) Qua mnh danh gia 19i n h u ~ n thuve vm cac muc gia h,ra chQn.Philn tich dil!m hoa von kic!u mOi (Modified breakeven analysis) Ky t h u ~ t xAyd1,l'llg chinh sach gia !ren co sa ket hQ'p m6 hlnh philn tich diem hoa v6n kitSutruyen th6ng vm v i ~ c danh gia nhu cllu tieu dung.Philn tich ket qua ban hang (Sales analysis) Nghien cUu cac s6 I i ~ u ni b vev i ~ c ban h,mg, thea do cO philn tfeh chi tiet tUng cAu philn dtS co du


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Qua trinh ph6 bien san philm mm (Diffusion process) Nho do rna m(Jt Sanpharo se duqc ngum tieu dung trong m(Jt nhom e(Jng dOng ehifp nM.n.Qua trinh trao d6i (Exchange process) Qua tnnh hai ben trao d6i m(Jt thrr gi doco gill IT! de eung tbOa man nhu e:lU ella minh.Quang cao (Advertising) GiOi t h i ~ u v6 san pharo eho m(Jt luqng khaeh hang tiemnang IOn tMng qua cae phuang t i ~ n tMng tin d ~ i chUng de h" bie"t va mua hangella minh.Quang cao ban Ie (Retail advertising) Quang cao ban hang trt!c tip t ~ i cac cimhang ban Ie.Quang cao c(mg hic (Cooperative advertising) Chi phi eho chuang trinh quangcao do ngum ban hang va nha san xu!!t eung chiu.Quang cao tl.li chb (Point-of-purchase advertising) SiI d ~ n g hinh anh tuyentruy6n va trlnh dien de khueh tn1ang san philm vao thm diem va t ~ i dja diem giin1i6n vOi quye't djnh mua hang eua khaeh.Quang cao so sanh (Comparative advertising) Thuye"t p h ~ c khaeh hang mua sanpham. Mng each so sanh vOi mQt san pham eung l o ~ i eua d6i tM e ~ n h tranh.Quang cao tren do dung (Specialty advertising) Quang d.o thong qua nhfrng dodung co in ten tu6i, dja chi nm san xu!!t va thong d i ~ p quang cao, thuang duqc intren cae san pharo nhu lich, bUt, Iieh thi dau tM thao.Quang cao thOng tin ve san philm (Informative product advertising) Quang eaode t ~ o nhu cau ban dau v6 m(Jt san phllm.Quan cong chung (public relations) Quan h? ella doanh nghi?p vOi c(JngdOng trong do co khach hang, nha cung tIng, e6 dong, nhan vien, ehfnh quy6n, caet6 chuc xii hQi.Quan cong chung (Publicity) M(Jt philn eua quan he'? c(Jng dong lien quan de"nkhu&h tnrang san pham h o ~ c dich ella doanh n g h i ~ p . Quay vong dl! trii' (Stock turnover) S6 hill quay vong m(Jt ILrang dt! IIii' binh quantrong nam.Quy cach philm chat (Specifications) Mo ta Mng van ban v6 m(Jt san pharo haydjch rna doanh nghi?p ciin. Ngum dau tMu ti6m nang se can eu vao do eli xemI i ~ u minh co san xuat/ cung cap san pharo/dich do duqc khOng r6i mOi quytdjnh tham gia bb tMu.Quyen cua ngum tieu dung (Consumer rights) Quy6n duqc an toan khi sir d ~ n g san pharo, quy6n dlIqc thong biio, quy6n du


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sSan ph4m (Product) U mt t ~ p hgp cae d ~ c dJem v ~ t Iy, dich VI1, biiu tnmg dithoa man nhu cau eua con ngum.San phJlm eung l o ~ i (Generic product) D6 an h ~ c do gia dl,mg khOng cO tentu6i rieng, kMng quang colo, khOng nh.an hiu.San ph4m hilu hlnh (Tangible products) U san phdm v ~ t cMt, eM khOng phAidjeh VI1 nhu tu van phap l u ~ t , djch VI1 y te.San phim the eM (Cannibalizing) san phdm the ehO san phAm khae cilng domt hang san xulft.San phAm eong n g h i ~ p (Industrial goods) Hang hoa duqc sir dl,mg lIVe tiep h o ~ e gian tiep lam nguyen Iiu dAu vao eho vic san xulft m(lt l o ~ hang hoa kMe.San phdm vO hinh (Intangible products) U san phdm djch VI1 nhu tu van l u ~ t pMp, kham bnh.San xuat don dau (Speculative productWn) san xulft can ctr Iren eC/ sa dg doanella nha quan 19 ve nhu du tUClllg la i Wn thi W


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Thiet ke chul1Ilg trinh nghien CUll thi truoog (Research design) Xay d\TIlg m ~ t ke hOll-ch day du ve vii?c th!!,c h i ~ n m"t chuang mnh nghien cUu, dieu tra thjtmimg.Thir h i ~ u qua (Pretesting) Kiem tra tfnh h i ~ u qua cua m"t quang cao tmac khidua no vao th!!,c hii?n.Thir n g h i ~ r n (Experiment) Cac nghien.eii"u khoa hqc trong do cac nha nghien cUuth!!,c h i ~ n m"t IOl).t cac thl n g h i ~ vm m"t nhom mau, sau do so sanh ket qua thudugc vm nhom khOng th,!c h i ~ n thl n g h i ~ m . Thir n g h i ~ m y tUOng (Concept testing) M"t kMu trong quy tdnh phat trien sanphfun mm, danh gia y tubng ve san philm mm tmac khi chfnh thuc dua vao sanxuat.Thi truOng chung (Common market) Khiii n i ~ m dung lrong marketing qu6c te,thiet 11).p m ~ t kh6i thi tmimg ap d\lng chlnh sachhiii quan chung va lieu chudn boacac quy djnh thuang m ~ i thong nMt cho tat eft cac nuac thanh vien.Thj truOng CUa nguOi ban (Seller's market) Thj truimg hang hoa va dich V\J khicau Ian han cung.Thi truOng cua nguOi mua (Buyer's market) La thj tmimg co d6i dao hang hoava dich V\J.Thi truOng ml,lc tieu (Target market) Nhom cac khach hang dugc xac djnh truac.Th! truOng nguOi tieu dung (Consumer market) Nhii'ng ca nhan mua hlmg hoava djch vI! cho m ~ c dfch sir d\lng cua ban than.Thi truOng san philm cong n g h i ~ p (Industrial goods market) Thi truimg g6mnhii'ng ngum mua hang hoa lam nguyen l i ~ u d1iu vao cho v i ~ c san xuat m ~ t l o ~ i hang hoa, dich V\J khac. Vi d\l nhu thi truimg cua cac dan vi san Xuiil, cae CO quanchfnh phil, ban Ie, ban bu()n, c()ng ty khai thac mo, cong ty bao hiem, c()ng Iy batd"ng san, truimg hQc, ~ n h vii?n.Thu nh:\lp tuy dl,lng (Discretionary income) M ~ t phiin trong t6ng doanh thu saukhi dii trir di cac phAn blit b u ~ pMi chi.Th.,c h i ~ n dl1ll dl;it hfmg (Order processing) Qua tdnh ban himg t ~ i cac cira hangban bu()n, ban Ie. G6m: xac dinh nhu cau Clla khach hang, chi ro cho hQ biet nhucau do va th\!C h i ~ n dan di.\t hang .Thuyet trinh (Presentation) M ~ t khau trong qua trlnh ban hang. Nguoi ban hangthuyet minh, gi6'i t h i ~ u nhii'ng d ~ c tfnh C(J ban clla san pham, chi ra uu diem clla nova trich d!n 1m khen ng cua nhii'ng ngum dii tirng sir dl!ng.

66 Ki'hOt,lch hoa va PJuit trie"n San phc'lm


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VAn phOng ban hang (Sales offu:e) NhA san xuilt I ~ p van pMng khu Vl,l'e de quan19 d ~ i ngii ban hiing. N6 khae van phong chi nbanh a eM kh6ng co kho de hruhang.V ~ t phim phI.! trq (Supplies) Nhiing v ~ t pham elin thitt eho v i ~ hAnh hangngAy song kh6ng h i ~ n d i ~ n trong thAnh pham, vi dl! nhll v ~ t pham dung eho baodUOng, sua ehii'a, hAnh nhll cae do van pMng, gilfy, but, ml!e, bang ml}'e, qulinao baa M, V.v . V ~ t pham ph!) trq khGng baa g6m cae nguy/ln v ~ t l i ~ u h i ~ n d i ~ n trong thAnh pham nhll eao su trong sam 16p, VID trong qulin ao.V ~ t tu mau hOng (Expense item) V ~ t pham h o ~ e d!eh VI! su dl)ng trong m ~ t thai.gian ngan, thuang lA m ~ t nam. .Vong diri ban Ie ( R e t ~ i l l i f e cycle) Quan n i ~ m ve vong dai. eua m ~ t dan vi ban Iequa cae thai. ky: tham nMp, tang truOng, bao hoA vA suy thoai.xXac djnh thi tNang ml.!c tieu (Market targeting) cae e6ng ty pbai xae d!nh vadua nguon 1l)'C eua m'inh vAo phl!C VI! m ~ t s6 noom khaeh hang nhlft dinh tren thitrulmgXuat khiu (Exporting) Ban hang ra thi truimg nu


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PhI} Il}c C - Thong tin b6 sungChuCIIlg trinh PMt trMn DI! an Me Kong da bien so


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Quim tr! Nguon NhanMarketing trong caen g h i ~ p Vila va Nho

PHIIfu DANH GIA

h!e vaDoanh

Cluroog trlnh Phal tri1!n DIJ an Me Kong rat mong b:.m dQc giri l:)i phieu danh giacho chUng Wi. Cluing toi se phlln tich tMng tin phan hOi d1! co 1M cung cap chob:.m dQc nhfrng djch t61 hCfll, cling nhu bien so:.m lhem tai l i ~ u diio 1:)0 cho cacnM quim ly doanh n g h i ~ vila va nho. Tlft ci\ cac IMng lin trong phieu danh gianay se duqc bao m1.lt. Xin hay danh 10 phUt d1! hoan Ihanh phieu danh gia va giriphieu ve dja chi dum day, bang fax holic qua bun d i ~ n . Ngoai ra, neu b:.m co cau hOi lien quan den nQi dung cu6n sach, ChuCfllg trlnh Phattrien DI! an Me Kong se chuyen cac cau hOi cua b:.m tm tac gia (cho Mn th:ing 9nam 2001). IMnghj giri cau hoi ciing vm phieu danh gia nay Mng fax, tha hoi)cIha d i ~ n tll tm MPDF thea dia chi sau:

Chuong trinh Phat t r i ~ n DJ! an Me Kong63 PhO Ly Thai Til, Tllng 7

Hi! NQi, V i ~ t NamD i ~ n t h o ~ i : (84-4) 824-7892 Fax: (84-4) 824-7898

E-mail: [email protected]

1. Cho biel len cuon sach rna ban muon gop y kien?___________2. B"n dii nghe noi den h o ~ c nmn tMy cu6n sach nay Hln dau lien adau?

o V6tuyeno Diiio Bao ch io d rn,?t khoa hQC rna loi Iham dl!o d rn,?t Cll9c hQi thao rna wi tham dl!o Tu mQt nguiJi b'.lno d hi';u sacho Khac (Xin hay neu ro)'_________________


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3. Ban da: sir d ~ n g cu6n sach nay trong holln canh nao?o Trong cac khoa h


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7. Neu Iii chi! doanh nghip, b ~ n dii ap dl,mg nhfrng kien thue nghi6n cti'u dugc tiIcu6n sach nay vao th,!c te cong vic kinh doanh clla minh nhu the nao?

o Toi dil hieu bi"t dU


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11. hiiy danh gia Bill Th,!c h3nh?o QualM 1 2 3 4o Hgp 19 1 2 3 412. Gia CM cu6n sach nay nhu the nito?

o Quacaoo Hgplyo Quathap13. ~ s e :

o Mua cu6n sachWc aCUng nhom chu deo Mua eu6n sach anhom eM de Web GiOi thiu eu6n saeh nay vOi nguOi We

Ykie'n be} sung

QuakhoKh6ng hgp 19

Neu bl!fl co tMm 9 kien hay n h ~ xet v6 eu6n sach nay h o ~ c phlln nao cua cu6n sach. xinvui long eho biet.


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:.. , . . . , 2.., 2KE H O ~ C H HOA VA PHAT TRIEN SAN PHAMCmJONG TRINH DV AN ME KONG (MPDF)

Chiu tnich nhiem xuilt banBien t ~ p Trlnh ba y blaKy t h u ~ t Sii'a ban in

LEHOANGTRIEU KINH VANTRIDUC

'" ,IDENKHANHLECONG

NHA XUAT BAN TRE161B Ly Chinh Tha:ng - Q u ~ n 3 - Thanh ph6 H5 Chi Minh

DT; 9316211- 8465595 - 8465596 - 9317849Fax; (84-8) 8437450

Email;[email protected]

In 1.000 cu6n, kM 21 x 29 cm. Tlii Xi n g h i ~ p In Le Quang Lc.S6 di1ng ky k hOliCh XWlt bim 2971l40-CXB. Do Cue Xuii! bim cap ngay 7/3/2001 vagiiiy trieh ngang KHXB s6 268/2002. In Kong va np Itru e h i ~ u thang 3/2002.


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nhin til hocdo ChU'llllg Irlnh Phal IMn 01/ an Me K6ng (MPOF) Ilhffi hf1p VlI'i

OC ma OLA (Canada) bien s o ~ n g4m hai nhom child!!:Ir! Ngudn Nhan II/e lrong cae Doanh n g h l ~ 1 l Vila va Nhil.trl Marketing trong cae Ooanh n g h l ~ 1 l Vira va Nhil.i 12 tl/a s3ch, tlllftC thlft kf tinh h o ~ I , tll)e I,p, dI tloe vii Ung dl,mg.nghiep, chuy@n gla III vA'n, giao vlt!n va sinh vien khoa kinh If ,anh nghlep, Marketing tI!!u CD Ihi Um Ih{y lir nhi/ng Irang s3ch naybli' Ich, It Ihll va Ihlfl Ihl/c cho eGng v i ~ c kinh doanh, chuy@n mllncua chlnh mlnh.

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