Khởi tạo doanh nghiệp - 4

8/3/2019 Khi to doanh nghip - 4

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Bi 4: Marketing v mng li bn hng

V1.0 73

Ni dung

Xy dng thng ip cho sn phm. Quyt nh gi c ca hng ha, dch v. Xy dng mng li phn phi hng

ha, dch v.

Cc hot ng h trbn hng.

Hng dn hc Mc tiu

Nghe ging v c ti liu nm btcc ni dung chnh.

Lm bi t p v luyn thi trc nghimtheo yu cu ca tng bi.

Lin h v ly cc v d trong thc tminh ha cho ni dung bi hc.

C p nht nhng thng tin v kinh t,x hi trn bo, i, tivi, mng internetv tc ng ca chng ti hot ng snxut, kinh doanh ca cc doanh nghip.

Thi lng hc

6 tit

La chn mt thng ip r rng v ngtin cy cn c trn nhim v, mc tiu,s mnh ca doanh nghip.

Bit cch t gi hp dn v a rac nhng l do ng tin cy thuyt

phc khch hng. La chn knh phn phi hp l, hiu qu. La chn c hnh thc, ni dung, i

tng qung co.

Bit cch t chc cc hot ng h tr bn hng khc nh: trng by, khuynmi, dch v, t vn bn hng, cch

bin khch hng thnh khch hngtrung thnh

BI 4: MARKETING V MNG LI BN HNG


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TNH HUNG KHI NG BI

Tnh hung dn nhp : Thnh vng qua cnh tranh gi c ca Southwest Airlines

Nhng nm gn y, nhng cuc chin tranh gi c ca cc hng hng khng mang li

nhiu li ch cho hnh khch do gim gi v my bay nhng khng to ra c cc khchhng trung thnh hay li nhun n nh cho cc hng hng khng tham gia cnh tranh.Tht vy, gi thp v nhng chin lc gi khng hp l gy nn s suy thoi ca mt shng hng khng (Eastern, Braniff) v buc mt s hng khc phi t di s bo h ph sn(TWA, Continental. America West).

Trong tnh trng hn lon , t nht c mt hng vn ti hng khngHoa K Southwest Airlines s dng yu t gi trong chngtrnh marketing ca h gic khch hng v to c li nhun.V cbn, Southwest cung c p nhng dch v khng kiu cch vi

gi v th p cho hn 1.200 chuyn bay c ly ngn hng ngy gia36 thnh ph trong khong 1/3 s tiu bang. Southwest trnh cnh

tranh i u vi cc hng hng khng ln nht. Cng ty tp trung vo cc th trng m hnh gi l c qu t chuyn bay v gi v my bay tng i cao. Gi ca hng thp hn hngi th trng, ch bng t 50% n 60% gi v trc y ca cc i th cnh tranh trn cngng bay. Thng thng, s xm nhp ca Southwest Airlines vo mt th trng gy ra mtcuc chin gi c ko di.

Do Southwest Airlines nhn mnh yu t gi thp, hng phi duy tr chi ph thp t linhun. Vi tm nim , Hng c gng gi cho cc my bay hot ng cng nhiu cng tt.Lm nh vy, Hng s dng ti sn t tin nht ca h, phi i khong 125 my bay,vi hiu qu cao nht. V Southwest Airlines c gi gibay ca my bay khong 11 gimi ngy, so vi mc bnh qun ca ngnh l 8 gi. Mi khi my bay ca Southwest Airlinesh cnh, n mt trung bnh 15 pht (mc bnh qun ca ngnh l 45 pht) chun b chochuyn bay k tip. Hn na, gim chi ph hun luyn nhn vin v ph tng tn kho, hngch s dng mt loi my bay Boeing 737.

Mt cch khc Southwest Airlines kim sot chi ph l duy tr mt lc lng lm vic nngsut cao, do hng thng s dng mt thay v ba nhn vin n khch ln my bay.

Nhng bin php nh vy gip cho Hng c chi ph hot ng thp nht ngnh, di 7 centscho mi n v ch ngi c sn trong khi chi ph ca cc hng hng khng khc thng t 9n 15 cents.

Nhiu ngi cho rng s ct gim cc dch v cnh s khin cho khch hng khng gn blu di vi Hng. Tuy nhin, nhiu khch hng ca Southwest Airlines li rt trung thnh. Strung thnh ny c c l nhvic cung cp dch vn nh, thng xuyn v ng gikthp vi gi v thp mang li nhng gi tr to ln i vi nhiu hnh khch i my bay.Southwest Airlines cng th hin s quan tm n cc hnh khch i my bay thng xuyn

bng vic gi thip mng sinh nht v mi mt vi ngi trong s h d cc cuc phng vn

nhng nhn vin mi ca Hng.V chin lc cnh tranh lu di, Southwest Airlines khng coi cc hng hng khng khc


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l i th cnh tranh trc tip. Hng ch trng ci tin dch v v ct gim cc lng ph cnh tranh vi cc dch v vn chuyn khc c gi thp hn nh cc hng xe t nhn, dch vxe but lin tnh

S liu thng k cho thy, s thm nhp ca Southwest Airlines c th thc y s pht trinth trng vn ti hng khng trong mt khu vc. V d nh s hnh khch bay gia Oaklandv Ontario tng vt 123% trong qu u tin m Southwest bay gia hai thnh ph ny.

Cu hi

1. Hng Southwest phi lm g vi cc loi ph (nhnh ph, chi ph bin) c th kimsot c mc gi c ca mnh?

2. Li th no mang tnh ring bit ca hng Southwest?

3. Southwest s phi dng chin lc gi no nu khi cc hng hng khng khc cng bt

chc vic gim gi cng nh cung cp cc dch vn gin, khng cu k?


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4.1. Thng ip marketing4.1.1. Xy dng thng ip marketing

Cc hot ng marketing ni chung hay mt chin dch marketing ni ring thngtiu tn mt khon ngn sch ng k ca doanh nghip. Do bt c mt doanh nghip

no cng lun cn nhc n hiu qu m n mang li, c bit l cc doanh nghip ctim lc ti chnh hn ch hoc nhng doanh nghip mi khi s. Mt chin dchmarketing thnh cng, c sc sng lu di, c sc lan ta rng hay khng ph thucvo nhiu yu t, mt trong nhng yu t l sc mnh ca thng ip marketing.

Mt thng ip marketing mun thnh cng cn:

Hi t ba yu t: cung cp thng tin r rng, li cun v c tnh thuyt phc. Phi trung thc, xc ng m khch hng c kh nng kim chng. Gp phn nh v sn phm, to c tnh cho thng hiu v hng n khch hng

mc tiu.

C th thay i cho ph hp vi tng thi k,tng giai on pht trin ca doanh nghi p vsn phm nhng khng nn thay i lin tc trnh nh mt c tnh ca sn phm.

V d:

Maxwell House Good to the last drop!

Maxwell House Thm ngon n git cui cng!

4.1.1.1. Thng ip ngn gn, r rng v li cunRt nhiu chin dch tip th tht bi trong vic to c s ch v t hn na lchng khng c kh nng thuyt phc thu ht s phn hi ca khch hng. Ccthng ip n tng v thnh cng nht thng ngn gn nhng a ra mt hnh dungr rng v sn phm v li cun khch hng tim nng, khin h ch n thng ipsn phm hay dch v ca mnh hn ca i th cnh tranh. thng ip c hpdn v thuyt phc n cn tun theo cc yu t sau:

Th hin trin vng ca doanh nghip i vi vn no . Ch ra rng vn rt quan trng, cn gii quyt v khng th tr hon. Nhn mnh l do doanh nghip bn l ngi duy nht c th gii quyt vn . Nhn mnh li ch khch hng s nhn c t gii php ca doanh nghip.

4.1.1.2. Thng ip trung thc, xc ng v thuyt phcKhng ch cn s trung thc, thuyt phc khch hng v cht lng sn phm dchv v nhng u im ni tri so vi i th cnh tranh, thng ip marketing cn ara nhng l do xc ng thuyt phc. Cc l do phi c th, khch hng c thkim chng hoc c kim chng bi mt t chc c lp, c uy tn th cng tt.

4.1.1.3. Khng nn thay i lin tc thng ip marketing

Thng ip marketing nn c la chn k lng v khng nn thay i lin tc.Nht l khi cc thng ip li khng lin quan n nhau v khng hng n cng


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mc ch. S khng nht qun trong thng ip marketing s khin khch hng mctiu xao lng, s lng khch hng trung thnh vi nhn hiu cng s gim st.

Mt v d kh in hnh l trng hp ca Winston Cigarettes lin tc thay i thngip marketing qua cc nm. S thay i khng c mc ch r rng v khng nhtqun ny khin cho Winston mt dn th phn vo tay Marlboro lun kin nh mt

thng ip duy nht Vng t Marlboro (Marlboro country).Mt khc, cng c nhng thng hiu thay i lin tc thng ip m vn gi v tr s1 th gii nh Coca Cola. Tnh n nm 2010, trong lch s 124 nm tn ti v phttrin, Coca Cola 59 ln thay i thng ip ca mnh. Tuy nhin s thay i nykhng ng k, vn tp trung xy dng hnh nh v thng hiu Coca Cola nm nyqua nm khc. y l mt trong nhng l do gip Coca cola lun dn u trong thtrng nc gii kht c ga.

Tnh hung: Vng t Marlboro v Thng ip ca Winston

Vng t Marlboro (Marlboro Country) gn vi hnh nh chng cao bi nam tnh vmnh m lun l thng ip nht qun Marlboro mun in su trong tm tr khch hng:

1955 1959 1968 1971

1976 1982 1986 1990

Qung co thuc l Marlboro qua cc nm

Trong khi i th cnh tranh Winston ca h vn loay hoay i tm thng ip marketing

cho sn phm. Thng ip ca h thay i lin tc v thiu s k tha cc gi tr qua tng nm.1954: V Winston tuyt ho ca thuc l Winston tastes good like a cigarette should

1971: Winston v ti Winston and me

1971: Ngon gh cha How good is it

1971: Nu khng phi l Winston th chng nn ht na If it wasnt for Winston,I wouldnt smoke

1974: C nhiu l do ht Winston Theres a lot of good...between Winston and should

1974: Ti ht v ngon I smoke for taste

1979: Mu ln Big red

1979: Tt nht M Americas best1985: n ng M Men on America

1985: Vch thc, n ng ch thc Real Taste, Real People


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1989: V chin thng Winning taste

1956 1971 1974

1979 1985Qung co thuc l Winston qua cc nm

Kt qu l Winston ngy cng mt dn th phn v tay Marlboro trong khi Marlboro vn lthng hiu thuc l s mt th gii.

4.2. Quyt nh gi cQuyt nh gi c l mt trong nhng quyt nh rt quan trng c nh hng trc tipn doanh s v li nhun ca cng ty. xc nh mc gi hng ha, dch v mdoanh nghip cung ng ra th trng c nhiu cn c cn c xem xt nh sau:

c im ca sn phm, dch v, c im ca th trng Gi thnh sn xut S lng cc i th cnh tranh v mc cnh tranh trn th trng Cn cn cung cu sn phm S khc bit ha sn phm Vng i ca sn phm Chin lc gi ca doanh nghipMt s chin lc t gi thng c s dng s c trnh by di y. Tuynhin, c mt iu cn ht sc ch l vic t gi sn phm trong giai on khi s

c ngha c bit quan trng. Nu gi qu cao s c th khin sn phm cht yu vnh hng n hnh nh lu di ca doanh nghip.Phng php tip cn tng qut vnh gi cho rng: Gi m cng ty ra s nm khong no gia mt bn l gi qu thp khng c mt mc li no v mt bn lgi qu cao khng th c mt mc cu no. Ph tn ca sn phm s to thnh cinn cho gi c. Nhng cm nhn ca ngi tiu dng v gi tr sn phm lp thnh cao. Cng ty phi xem xt gi ca i th cnh tranh, cng nhng yu t bn trong v

bn ngoi khc tm ra mc gi ti u ca hai cc y. Cc cng ty gii quyt vicnh gi bng cch chn mt li tip cn tng qut da trn csca 3 loi cn nhc:

nh gi da trn ph tn nh gi da trn ngi mua nh gi da vo cnh tranh


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4.2.1. nh gi da trn ph tnPhng php nh gi sng nht l cng thm vo ph tn mt mc li nhun mctiu, ta c th dng cng thc:

G = Z + m

Trong : G l gi bn n v sn phm. Z l ph tn cho mt n v sn phm m l li nhun mc tiu, m c th tnh theo % ca ph tn hoc % ca gi bn.Tuy nhin phng php ny khng tnh n nhu cu v cnh tranh trn th trng nncng cn nhng nhc im nht nh. Thng th doanh nghip cung cp mt loihng ha, dch vc quyn snh gi theo cch ny v h c kh nng p t gi

bn. Tuy nhin, th c quyn c th ch tn ti trong mt thi gian rt ngn, nukhng thay i kp th doanh nghip s ri vo tnh trng nh gi qu cao hoc qu

thp. C hai tnh hung ny u khng c li.4.2.1.2. nh gi da trn ngi mua

Ngy cng c nhiu cng ty nh gi da trn gi trc cm nhn ca sn phm. Hxem s cm nhn v gi tr ca ngi mua, ch khng phi ph tn ca ngi bn, lcha kha nh gi. H s dng nhng bin s phi gi trong phi thc marketing xy dng gi trc cm nhn trong tm tr ngi mua. Gi c ra l tc ci gi tr cm nhn y. Cng ty s dng li nh gi theo gi tr cm nhn phithit lp c gi tr trong ngh ca ngi mua trong s tng quan vi cc sn

phm cnh tranh khc.

4.2.1.3. nh gi da vo cnh tranh nh gi theo thi gi

Khi nh gi theo thi gi cng ty cn c ch yu vo gica i th cnh tranh, t ch trng n ph tn hay sccu. Cng ty c thnh gi bng, cao hn hay thp hni th cnh tranh chnh, cc cng ty nh th lm theohng ng u. Vic nh gi theo thi gi rt ph bin,ni no m co gin ca sc cu kh o lng c thgi thnh hnh tiu biu cho tr tu tp th ca c ngnh

s to ra c mt mc doanh thu tha ng. nh githeo thi gi s bo ton c s ha hp ca c ngnh.

nh gi u thunh gi da trn s cnh tranh cng chi phi cc doanh nghip u thu nhnvic. Doanh nghip nh gi da trn nhng i th cnh tranh v nu mun ginhc hp ng th phi nh gi thp hn cc doanh nghip khc. Cng ty khngthnh gi thp hn ph tn m khng phng hi n v tr ca mnh. Nhngcng nh gi cao hn ph tn, cmay t c hp ng ca doanh nghip cngt i. H qu thun ca hai sc ko tri ngc nhau ny c thc miu t bng

thut ng li nhun d kin ca mt cuc u thu c th no . S dng linhun d kin nh mt tiu chun gi l iu c ngha i vi cng ty lnang thc hin nhiu cuc u thu.


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4.2.2. Cc chin lc nh gi sn phm mi4.2.2.1. t gi ht vng

Nhiu cng ty c pht minh c sn phm mi nh gi cao ban u thu c t sut li nhunln trn mi n v sn phm. V gi cao nn sngi mua khng nhiu, cng ty dn dn gim gixung c thm khch hng mi. Vic nh giht vng vt th trng ch c ngha trongnhng iu kin nh s lng ngi mua cmc cu hin ti cao; ph tn trn mi n v sn

phm khi sn xut vi khi lng nh, khng qucao n lm trit tiu li th ca vic ra mc gi m khch s chp nhn. Khi

phn khc th trng ny c tha mn, gi sc gim dn tha mn ccphn khc khc nhy cm hn v gi.

Khi doanh nghip c k hoch trin khai mt sn phm mi do m phng s phi xcnh v tr sn phm ca mnh (nh v sn phm). Doanh nghip phi quyt nh v trcht lng v gi c ca sn phm y. Hnh 4.1 trnh by 9 chin lc c th c vcht lng v gi.

Gi Cao Trung bnh Thp

Cao1. Chin lc siu phm 2. Chin lc thm nhp 3. Chin lc

gi tr tuyt ho

Trung

bnh

4. Chin lc bn mc 5. Chin lc trung bnh 6. Chin lcgi tr Kh

Chinlcsn

phm

Thp 7. Chin lc bn gict c 8. Chin lctrung bnh thp 9. Chin lcgi tr thp

Hnh 4.1: Chin lc phi hp gi cv cht lng

Nu doanh nghip ng u th trng hin thi chim lnh 1 qua vic a ra snphm ho hng v ra mc gi cao nht, th doanh nghip mi gia nhp, c th thchtrin khai mt trong s nhng chin lc khc. Doanh nghip mi y c th thit kmt sn phm c cht lng cao v ra gi trung bnh ( 2) thit k mt sn phmcht lng trung bnh v ra mt mc gi trung bnh ( 5)... D doanh nghip nhs dng chin lc g cng phi xem xt qui m v tc tng trng th trngtrong mi v cc i th cnh tranh c bit.

4.2.2.2 t gi cnh tranhGi c ca i th cnh tranh v phn ng ca cc i th v gi nh hng khngnhn vic nh gi ca doanh nghip. Ngi tiu dng nh gi v gi tr v gi cca mt sn phm da trn nhng gi c v gi tr ca sn phm tng ng. Do ,chin lc nh gi ca doanh nghip cng c th nh hng n s cnh tranh.Mt chin lc gi cao, mc li cao, c th thu ht s cnh tranh, trong khi mt chinlc gi thp, mc li thp c th lm nn lng cc i th cnh tranh hay lm h rtlui khi th trng.

t gi cnh tranh, doanh nghip cn bit gi c v cht lng ca i th. iuny c th thc hin c bng nhiu cch nh:

C ngi i kho gi v so snh cc sn phm ca pha cnh tranh


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Tm kim bng gi ca i th, tm mua thit b ca h v phn tch Tm hiu cm nhn ca ngi mua v gi c v cht lng sn phm ca i th

cnh tranh.

Mt khi doanh nghip bit r gi c v cng hin ca cc i th cnh tranh, doanhnghip c th s dng n nh mt im nh hng cho vic nh gi ca mnh. Tuy

nhin, doanh nghip phi thc c rng cc i th cnh tranh cng c th thay igi ca hi li vi gi ca mnh. V cbn, doanh nghip s s dng nh vsn phm ca mnh tng quan vi sn phm ca i th cnh tranh.Cch t gi nytng i ph bin v an ton nhng hiu qu khng cao do t c kh nng cnh tranhvi cc sn phm cng loi.

4.2.2.3 t gi thm nhp th trngt gi thm nh p th trng l t gi thp hn gica i th cnh tranh. Chin lc ny gip cng ty tmc tiu mrng th phn, ngn cn s tham gia vo thtrng ca i th mi v to ra mt th trng tiu dngsn phm ln hn. Cch t gi ny thng c p dngvi iu kin:

Th trng rt nhy cm vi gi c v gi thp s kchthch sc tng trng ca th trng nhiu hn na.

Chi ph sn xut v phn phi ngy cng gim do ci tin v tch ly c nhiukinh nghim.

Do gi thp, gim bt c cnh tranh thc t v tim tng v i th khng thyhp dn khi li nhun t.

Tm li l chin lc ny ch c th p dng nu doanh nghi p c th sn xut vcung ng sn phm vi gi thnh thp hn i th cnh tranh. i vi nhng ngnhm gi tr gia tng trong sn phm thp th kh p dng i vi nhng doanh nghipnh, doanh nghip mi ra nhp do tnh kinh t nhquy m.

4.2.2.4 Cch t gi mi nhi khi doanh nghip cng nn s dng cch t gi ny. C nhng sn phm cdng km theo vi sn phm chnh, ban u gi ca sn phm c nh mc thpnhng li tnh gi cao cho ph tng thay th hoc nguyn liu cn c s dng sn

phm. V d: li dao co dng vi dao co ru, phim dng cho my nh. Cc nh snxut nhng sn phm chnh (dao co ru, my nh) thng nh gi chng thp v dnmc li cao cho nhng sn phm i km. Kodaknh gi my nh ca mnh thp vh thu c li nhun cao t vic bn phim. Cc nh sn xut my nh m khng bn

phim th phi nh gi my cao hn t li nhun mc tiu.

4.2.2.5 Cch lm gi hp dn hny ngi bn khng ch lu tm n vn kinh t m cn n kha cnh tml hc ca gi c na. Hy xem cch hng Apple nh gi cho sn phm iPhone concng ca mnh. Ti M, s hu mt in thoi iPhone 3GS 16GB khch hng

phi tr 1 ln 600 la M. Tuy nhin, Hng cng a ra mt mc gi khc v mthnh thc thanh ton khc hp dn hn nhiu. Nu k hp ng thu bao, khch hngphi thanh ton ngay 199 la tin my v cc ph dch v thp nht l 70 la/thng.


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Nh vy khch hng s c cm gic gi my iPhone r hn rt nhiu v mc gicha n 200 la, cn cc dch v hng thng 70 la cng khng ng k g. Tuynhin, theo cch tnh gi ny, tng chi ph m khch hng phi b ra shu mtchic in thoi iPhone ln n 1.880 la M (cc ph dch vc tnh cho 2 nm).

Cch nh gi l hoc tch thnh nhiu phn c th khin ngi mua c cm gic c

mua vi gi r hn v hi lng hn. Do , doanh nghip c th tng s lng khchhng ng thi khin khch hng tng khi lng hng mua v gip h cm thy thamn hn vi hng ha mua c. l cs doanh nghip c th tng tng doanhthu v li nhun.

Tnh hung: L thuyt Sashimi hay chin lc nh gi ht vng ca Samsung

Tivi LED Samsung Dng sn phm tivi tt nht caSamsung hin nay

Khng hong ti chnh Chu nhng nm 1996 1997 dn n s sp hng lot cc chaelbol (tp

on) Hn quc, trong c Samsung. Ngi ccng u vc dy Samsung l Yun Jong Yong TngGim c iu hnh kim Ph ch tch.

Khng ch mnh tay sa thi 1/3 s lng cng nhn(tng ng 24.000 ngi) v thay mt na s nhqun tr cp cao, Yun cn bn mt lot ti sn tha trgi 1,9 t USD, t my bay ring cho quan chc cao cp n nguyn mt nh my sn xut

bn dn. ng cng bn i 16 nh my khc hot ng khng hiu qu hoc khng l thmnh ca Samsung nh nh my sn xut nc p tri cy, my nhn tin, my ra btng thi ng cng ct gim khong 50% chi ph cc loi. iu ny gip Samsung ci thintnh hnh ti chnh v c kh nng u t cho nhng tng kinh doanh mi hiu qu hn.

V hot ng kinh doanh, Yun nhn thy in t trong k nguyn hoa hc v cng nghpht trin nhanh nh hin nay cng lu trong kho th gi bn cng thp. Yun a ra lthuyt Sashimi (ly theo tn mt mn c ca Nht). Khi mi c bt v em ra chbn,c c bn vi gi cao cho nhng nh hng danh ting; hm sau, s c c bn vi gich cn mt na cho cc nh hng hng trung; hm sau na, gi c ch cn v c bncho cc nh hng loi thng. Sau Yun ni mc thnh c kh ri.

Samsung lun tm cch tung ra dng sn phm mi trc i th v thay th lin tc bngcc sn phm tt hn. Ch khi mi c th bn c gi cao nht. Trung bnh, c 5 thngSamsung tung ra mt dng sn phm mi thay v t 12 18 thng nh cc i th cnh tranh.

Yun cng th hin kh nng d bo khi nh mnh vo dng sn phm k thut cao phc

v cho gii tr ngy cng am m chi k thut s.Thnh cng ca chin lc ny gip Samsung v Yun Jong Yong ni ting ton cu. Nm2003, Samsung t li nhun 5 t USD trn tng doanh thu 36 t USD. Cng trong nm2003, Samsung c Business Week x p l nhn hiu th 25 trn th gii v cInterbrand nh gi thng hiu vo khong 10,8 t USD.

4.3. Tchc mng li phn phi4.3.1. Phn phi trc tip

y l phng thc phn phi m nh sn xut phn phi thng sn phm ti tay

ngi tiu dng. Phng thc ny ph hp vi cc doanh nghi p m hng ha snxut ra vi s lng nht nh, hng ha c tiu th trn mt a bn tng i hphoc hng ha c sn xut n chic. Cng do c im ca sn phm m cc


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doanh nghip dch v cng phi t chc knh tiu th trc tip. Vi phng thc phnphi ny doanh nghip c th kim sot rt tt cht lng sn phm v hnh nh camnh nhng kh c kh nng tng quy m sn xut hay mrng knh tiu th.

4.3.2. Phn phi qua ngi bn lDoanh nghip bn hng cho ngi bn l v ngi bn l tip tc phn phi trc tipti tay ngi tiu dng. Phng thc ny thng thch hp vi cc loi hng ha tiudng, c sn xut hng lot vi mt s lng ln v tiu th trn mt a bn rng.

4.3.3. Phn phi qua ngi bn bunVi phng thc ny, doanh nghip bn hng cho ngi bn bun h tip tc bnhng cho ngi bn l trc khi phn phi ti tay ngi tiu dng. Phng thc nythch hp vi cc mt hng c sn xut vi s lng rt ln, a bn tiu th rtrng, c bit l vi nhng mt hng a dng v chng loi.

Cc doanh nghip cng c th phi hp hai hay ba phng thc phn phi mt lc

nu thy cn thit nhm tng hiu qu ca knh phn phi.

4.4. Cc hot ng h tr bn hng4.4.1. Qung co4.4.1.1. Qung co doanh nghip hay qung co sn phm?

Qung co l hnh thc tuyn truyn, gii thiu thng tin v sn phm, dch v, cngty hay tng nhm tc ng ti hnh vi, thi quen mua hng ca khch hng bngcch cung c p nhng thng ip v sn phm, dch v. Trong cc loi hnh truynthng marketing nh khuyn mi, quan h cng chng, bn hng c nhn, tip th trc

tip, t chc s kin, truyn thng ti im bn hng, truyn thng in t c thni qung co l hnh thc truyn thng marketing hiu qu nht.

Doanh nghip c th la chn qung co chnh doanh nghip thay v n lc qung cocho tng sn phm mnh c. Khi qung co nh vy s dn to dng nim tin cakhch hng i vi doanh nghip ni chung v l mt s bo m v ngun gc vcht lng hng ha, dch v. Chng hn, Metro lun khin khch hng c n tngv gi bn r v cht lng hng ha tt, Coca Cola l s la chn s mt i vi ung khng cn c ga

Ngc li, mt s doanh nghip li la chn qung co sn phm, thng hiu thayv qung co cho doanh nghip. c bit cc doanh nghi p tham gia kinh doanhtrong nhiu ngnh ngh khc nhau thng la chn cch thc qung co ny. Chnghn Unilever kinh doanh nhiu ngnh hng khc nhau hng ti cc i tng khcnhau cng la chn qung co thng hiu sn phm. Nu ch qung co doanhnghip, c th khch hng s c nhng lin tng khng tch cc khi bit nh snxut loi m phm Dove, Ponds, Rexona; du gi Sunsilk; kem nh rng Close-up,PS; x bng Lifebuoy, Lux cng ng thi sn xut x phng git Omo, Viso; ncx vi Comfort; nc ra chn Sunlight; tr ti Lipton v gia v Knorr.


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Cc sn phm i din cho 6 nhn hiu ca Vinamilk

Tuy nhin, cng c nhng doanh nghip qung co ng thi doanh nghip v cc sn

phm m n sn xut. V d nh Tp on Vinamilk khng ch qung co cho hnhnh Vinamilk Nim tin Vit nam m ng thi cng qung co cho 6 nhn hiu:Vinamilk (sa ti, sa chua n, sa chua ung, sa chua men sng, kem v phmai); Dielac (dnh cho b m, tr em, ngi ln); Redielac (dnh cho tr em, ngiln); Vfresh (sa u nnh, nc p tri cy, Smoothie, Sm b ao); Vinamilk caf(caf ha tan, caf rang xay, caf ung lin) v hai loi sa c l ng th v Ngi saoPhng Nam.

4.4.1.2. Qung co bng n phmCc hnh thc qung co bng n phm nh bo, tp ch kh a dng bn la chn.Doanh nghi p c th chn theo bo ngy, tun theo cc t p ch chuyn ngnh hngtun, hng thng. Nu doanh nghip d kin khch hng mc tiu theo v tr a l, cc

bo a phng c th l chi ph hp qung co sn phm ca doanh nghip mnh.

Chi ph qung co trn bo, tp ch kh t v vy khi quyt nh qung co trnbo, tp ch doanh nghip cn c s cn nhc k lng v chi ph v li ch thu c.

Trc ht, doanh nghip cn tham kho chi ph qung co trn mt su bo, tp chmnh quan tm. Cc thng tin ny c thc ng ti trn trang web ca tbo hocc cung cp bi b phn chuyn trch. ng thi doanh nghip cng cn cn nhcla chn nhng tbo, tp ch c c gi l khch hng tim nng ca sn phm, dch

v hay nhng tbo, tp ch c c gi rng khp. Thng nhng tbo hng n mtnhm c gi nht nh s c chi ph hp l hn v hiu qu hn i vi doanh nghip.

4.4.1.3. Qung co trn i pht thanh, truyn hnh Qung co trn i pht thanh l s la chn tuyt vi i vi mt s sn phm do

nh qung co c th la chn chng trnh v knh ph hp vi nhm thnh gimc tiu. u im ca qung co trn i pht thanh l chi ph thp, c th qungco vi tn sut cao. Tuy nhin, hnh thc qung co ny thng ch nhm n itng l nhng ngi i xe hi v nhng ni cng cng. Do tc dng ca

qung co trn i pht thanh l tng i hn ch. Thng th nhng qung cotrn i pht thanh mang tnh tuyn truyn v sn phm dch v th tt hn l thnh gi ghi nhmt sin thoi hay mt a ch c th.


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Qung co trn truyn hnh cn c nhiu u im v m thanh, hnh nh, c khnng truyn ti mt cch sng ng nhng tnh nng, tc dng ca sn phm.Qung co trn truyn hnh cng c th tip cn nhiu i tng khn gi khcnhau. Tuy nhin, khi la chn hnh thc qung co ny doanh nghip cn cn nhcvn chi ph, bao gm c chi ph sn xut on phim qung co v chi ph pht

sng vi mt tn sut nht nh. Do nu tim lc ti chnh khng di do thkhng nn s dng hnh thc qung co ny.

4.4.1.4. Qung co ngoi tri

Qung co Pepsi v Nescaf Qung co kem nh rng Formula

Qung co ngoi tri l mt hnh thc qung co ngy cng ph bin v ph hp ccdoanh nghi p c kh nng ti chnh khc nhau. C rt nhiu hnh thc qung congoi tri nh: bng bin qung co ngoi tri, trn cc phng tin giao thng cngcng (bus, taxi, tu in ngm), trn nh chxe bus, ga tu vit ch bng kh trnnn tri bng my bay chuyn dng. Phng php qung co vit ch trn nn tri thuht rt nhiu khn gi kh ph bin ti cc nc pht trin nhng vn cn mi m ti

Vit Nam. Chi ph doanh nghip phi b ra ty thuc vo hnh thc qung co, aim t qung co, ln, tn sut ca qung co Do hnh thc ny cng thchhp vi cc doanh nghip mi khi s.

4.4.1.5. Qung co trc tuynCc hnh thc qung co c trnh by trn c coi l cc hnh thc qung comang tnh truyn thng. Cc hnh thc ny v ang l nhng hnh thc hiu qunhng s rt kh trong mt x hi bng n thng tin nh hin nay. Hng triu khchhng tim nng khng c thi gian c bo v xem tivi nhng c th dnh hng chcting mi ngy lt web. Hin th cc qung co trn cc trang mc tiu dn ng

lin kt ti trang web ca mnh. Dch v qung co bng cch u gi t kha qungco ca cng c tm kim Google Adwords v Yahoo Overture nh hng ngtrng tm ngi tm thng tin. Ngoi ra dch v qung co theo gi bn tin trc tuyncho cc c nhn ng k nhn tin cng ngy cng trnn ph bin hn ti Vit Namdo mc chi ph ph hp. Do , qung co trc tuyn l mt xu hng tt yu.

Nhng hnh thc qung co trc tuyn cbn nh:o Thng quacc cng c tm kim: Khi ngi s dng Internet g mt t kha

(keyword) c mua bi mt nhn hng, trang web ca nhn hng shin ra trong nm kt qu u tin tm thy. T c hi khch hng ghthm, nm thng tin v mun mua sn phm hoc dch v s tng ln.

o t logo hoc banner ti cc website c lng ngi truy cp ln, trong cnhiu i tng ph hp vi khch hng tim nng ca sn phm.


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o Thng qua h thng email: Nhng h thng mail ln nh Yahoo hay MSN uc gi qung co ny nn cc doanh nghip c th gi thng tin n hng lotemail trong h thng vi chi ph r. Tuy nhin, hnh thc ny ang gy phncm khi tnh trng th rc ngy cng trn lan.

4.4.1.6. Qung co phi hpC hai hnh thc qung co phi hp l Co-opAdvertising v Co-Branding Advertising tm dch lqung co phi h p cng ty v qung co phi hpthng hiu. Hnh thc qung co phi hp cng ty lhnh thc qung co phi hp vi mt doanh nghipkhc bng cch tr mt khon tin nht nh hthm vo mu qung co ni dung ca mnh hoc doanh nghip thm vo ni dung qung co ca h.Hnh thc qung co phi h p thng hiu c th

v d nh khi mua qun o ti mt hng thi trang, bnc tng phiu massage min ph, khi v xem phimng thi l phiu gim gi ti mt tim pizza

Qung co c nhiu hn vi chi ph thp hn l u im ni bt nht ca haihnh thc qung co ny. Do , n rt thch hp vi nhng doanh nghip mi khinghip ang eo hp v ti chnh.

4.4.1.7. Cc hnh thc qung co khc Qung co trn phng tin phi truyn thng:

T cc nhn decal c hnh dnh trn qu trong siu

thn bt hoc vn phng phm c in li giithiu sn phm, cng ty bn. y l ni bn thhin sc sng to ca mnh.

Trin lm v dp gii thiu sn phm: Cc cuctrin lm thng mi hoc hng tiu dng, v cchi ngh gii thiu sn phm cho cc khch hngtim nng. i vi nh sn xut v nh phn phi,gi trng by sn phm qung co ti cc quy bnl gip sn phm ni bt hn cc sn phm trng by trn gi.

Quan h cng chng: C nhiu hnh thc quan h cng chng nh quan htruyn thng, t chc cc s kin c bit, khuch trng... Cc chin lc chi phthp gm bi vit cho cc bo hoc trang web mc tiu v vic tham gia nhmtho lun c nhiu thnh gi ph hp.

4.4.2. Trng by4.4.2.1. Tchc ca hng

Vic t chc ca hng v trng by hng ha khng ch to nn hnh nh c trngcho doanh nghip, cho sn phm m cn gp phn quan trng trong vic to n tng

tt cho khch hng v to thun li cho vic mua hng. Ca hng, phng trng byv gii thiu sn phm nu c ch trng ng mc ngay t thit kn mu sc,nh sng, m thanh, mi thm s l khng gian tt nht chinh phc khch hng.


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T chc ca hng bao gm cc cng vic sau:o Thit kkhng gian chung ca ca hngi hi s sng to to nn sc hp

dn thu ht khch hng. Sng to cng nhm mc ch to s khc bit vicch trng by, bi tr ca hng ca i th cnh tranh. Tuy nhin cn ch rng s sng to cn c gii hn trong mt ch nht nh. Cc mu sc,

hnh khi cn truyn ti mt thng ip thng nht n khch hng.o Trng by bn ngoi ca hnghay trng by ti ca s: c th t quan trng

hn i vi cc khch hng thn thit nhng li l yu t quan trng nht thu ht cc khch hng mi. Vic trng by bn ngoi ny phi gy c ntng mnh i vi nhm khch hng mc tiu ca doanh nghip. Theo ktqu nghin cu c cng b thng 11/2008 ca Ogilvy Action trn 6000ngi tiu dng M, 24% khch mua hng ngu nhin b hp dn bi cchtrng by bn ngoi ca hng. Do , vic khng quan tm ti hnh nh caca hng t pha ngoi ng ngha vi vic t chi s lng khch hng mica doanh nghip.

o Trng by bn trongcn c phn theo khu vc, mi khu vc l mt hocmt s nhm sn phm c lin quan n nhau. Vic phn loi hng ha ny

phi c thc hin t trc khi trng by, mang tnh logic v c tnh ton nthi quen mua sm ca khch hng. Thng thng, c 3 khu vc trng by ltrn k, trn sn v xung quanh khu vc tnh tin. Nguyn tc trng by l:

Trnh rm r, chi tit khin khch hng mt tp trung vo sn phm; n chiu sng phi c thit k hp l, c chch r rng v va ; S lng cc loi k, t, so, mc nn va v cng chng loi; Khng by qu nhiu ln k, t, so, mc, cc hng d tr nn

khu vc ring; Tnh ton cao va phi sao cho khch hng c th bao qut c ton b

ca hng v hng ha khng che khut ln nhau;

Nu c th, nn s dng mt s thit b chuyn dng trng by cc loihng ha khc nhau.

Bn trong ca hng thi trang Ca hng The Body Shop

o Sp xp hng ha trong t, trn k cng rt quan trng nhng thng b bqua. Hng ha c th tng gi tr v trnn long lanh, hp dn hn nu c

by trang trng trong t hoc trn k. V tr l tng thng trng bynhng mt hng c sc, l im nhn ca c nhm hng. V tr ny thngngang tm mt khch hng, nm trong khong 15o 30o xung di hoc kth 3 t di ln. Cc loi hng ha tng trn cng hoc di cng ca kthng t c ch hn.

4.4.2.2. Khc bit ha bng mu scKhch hng b thu ht thng qua s tc ng vo cc gic quan, c bit l thng quath gic. Olivier Guillemin, Gim c Hip hi v mu sc thng mi ca Php ni


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quy t nhng chuyn gia v m hc trong cng nghip v cc nhm thit kng dngcho phong cch sng ng i, tng ni: Mu sc l mt yu t mang mt ngha xc cm th gic quan trng nht trn mi sn phm c mt trn th trng.

Ni rng ra, mu sc ca sn phm v cc yu t khc c lin quan n sn phmchnh l thng ip u tin m sn phm mun chuyn ti n khch hng v l

iu u tin m khch hng cm nhn c.V mu, c 6 mu cbn l , cam, vng, xanh l cy, xanh dng, tm; cng vi3 mu trung tnh l en, trng, nu. Khi la chn mu cn nhba iu.

Th nht, nn chn mt mu r rng, d nhnbit, d miu t, d ghi nh.

Th hai, mi mu, theo thi gian mangnhng thng ip ring v khng nn i ngcli nhng ngha ca mu sc c thanhn mt cch rng ri.

Th ba, mu sc gn lin vi c trng ca sn phm v cm nhn ca khch hngv sn phm.Mu sc gn vi sn phm cng nn c cn nhc k lng v ngay t ban u. Mtv din hnh l nghn Coca Cola ngi ta lun hnh dung mt mu trn ngptm tr. n gin bi mu sc ny gn vi Coca Cola hng trm nm nay v l mttrong nhng l do khin Coca Cola vn lun chin thng i th truyn ki p Pepsi.Mu xanh dng ca Pepsi mi c s dng gn y v bin mu ny thnh gammu Pepsi, hng tn khng t tin ca. Nm 1996, Pepsi chi ra mt s tinkhng nh sn li 20 t v lon, 500.000 my bn hng tng v 30.000 xe tigiao hng thnh mu xanh bin. V cng chnh l l do doanh nghip nghim

tc la chn mu sc cho sn phm ca mnh nu khng mun phi lm cng victng t nh Pepsi.

4.4.3. Khuyn mi4.4.3.1. nh ngha

Theo Lut Thng mi 2005 ca Vit Nam ti iu 88: khuyn mi l hot ng xctin thng mi ca thng nhn nhm xc tin vic mua bn hng ho, cung ngdch v bng cch dnh cho khch hng nhng li ch nht nh.

Khuyn mi c ngha l khuyn khch ngi tiu dng mua hng ha, dch v m

doanh nghip sn xut hoc phn phi nhm kch cu tiu dng. Ngoi ra, khuyn micng cn nhm mc ch qung b thng hiu sn phm hoc doanh nghip.

4.4.3.2. Cc hnh thc khuyn miTheo Lut Thng mi 2005 ca Vit Nam, cc hnh thc khuyn mi bao gm:

Dng thhng mu min ph: a hng ho mu, cung ng dch v mu khch hng dng th khng phi tr tin.

Tng qu: Tng hng ho cho khch hng, cung ng dch v khng thu tin. Gim gi: Bn hng, cung ng dch v vi gi thp hn gi bn hng, gi cung ng

dch v trc , c p dng trong thi gian khuyn mi ng k hoc thng bo.

Tng phiu mua hng: Bn hng, cung ng dch v c km theo phiu mua hng,phiu s dng dch v khch hng c hng mt hay mt s li ch nht nh.


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Phiu dthi: Bn hng, cung ng dch v c km phiud thi cho khch hng chn ngi trao thng theoth l v gii thng cng b.

Cc chng trnh may ri: Bn hng, cung ng dch vkm theo vic tham d cc chng trnh mang tnh may

ri (bc thm, quay s) theo th l v gii thng cng b.

T chc chng trnh khch hng thng xuyn:theo vic tng thng cho khch hng cn c trn slng hoc tr gi mua hng ha, dch v m khch hngthc hin.

Chng trnh vn ha, ngh thut, gii tr: T chc cho khch hng tham giacc chng trnh vn ha, ngh thut, gii tr v cc s kin khc v mc chkhuyn mi.

Trong thc t, cc hnh thc ny c cc doanh nghip p dng kh linh hot v cs kt h p gia nhiu hnh thc mt lc. Gim gi thng l hnh thc c ccdoanh nghip p dng nhiu nht. Cc doanh nghip mi bt u kinh doanh, cc sn

phm, dch v mi thng c kch cu thng qua vic mi dng th hng min ph,gim gi, tng qu, tng phiu mua hng cn cc hnh thc khc thng c ccdoanh nghip s dng sau mt thi gian hot ng nht nh.

4.4.3.3. Mt squy nh ch yu trong khuyn miKhi p dng cc hot ng khuyn mi trong thc tin, c nhiu vn ny sinh. trnh vic mc phi nhng sai st trong vn khuyn mi cc doanh nghip cnm bo cc nguyn tc khi thc hin khuyn mi bao gm:

Thi hn gim giNhiu doanh nghip khi nim yt gi lgi c gim 20% hay 30%, nhngbng c yt quanh nm, vi mc gi l mt con s tuyt i khng thay i.Nh vy gi l gi bn tht, khng phi l gi gim v hnh vi ny c coi lla di khch hng. Bi vy, trnh vic la di khch hng bng gim gi o,

Nghnh 37 ngy 4/4/2006 ca Vit Nam quy nh:

Tng thi gian thc hin chng trnh khuyn mi bng cch gim gi i vi mtloi nhn hiu hng ho, dch v khngc vt qu 90 (chn mi) ngy trongmt nm; mt chng trnh khuyn mi khngc vt qu 45 (bn mi lm) ngy.

Nh vy, cc doanh nghip vn c th quanh nm thc hin gim gi, nhng l sgim gi lun phin tng nhm mt hng m mnh kinh doanh vn khng vi phmquy nh. Hnh thc gim gi lun phin thng c p dng cc doanh nghipc s mt hng kinh doanh ln nh cc siu th; i vi cc doanh nghip chuyndoanh p dng mc hn ch hn.

Mc gim gi trnh vic doanh nghip li dng hnh thc khuyn mi ny bn ph gihng ha, dch v, php lut quy nh:

Mc gim gi ti a i vi hng ho, dch vc khuyn mi khngc vt

qu 50% gi hng ho, dch v ngay trc thi gian khuyn mi.Trn thc t c nhiu doanh nghip, v mun bn hng tn kho hoc ht thi trang,mun thc hin "i h gi" mc 6080%. Do gi bn khuyn mi ch so snh


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vi gi "ngay trc thi gian khuyn mi" nn thc hin c iu ny, doanhnghip phi chia lm nhiu chng thi gian gim gi (mi chng c th ngn, htchng u c th nng ln cao hn mt cht v sau li gim mnh chng thhai) m vn khng tri vi quy nh.

Gi tr ca hng ho khuyn mi v hng ho dng khuyn miHng ho dng khuyn mi l "Hng ho, dch vc thng nhn dng tng, thng, cung ng khng thu tin cho khch hng", tc l hng tng kmkhch hng khi mua hng. Theo quy nh,gi tr vt cht dngkhuyn mi chomtn v hng ha, dch vc khuyn mi khngc vt qu 50% gi can v hng ho, dch vc khuyn mi trc thi gian khuyn mi, tr cctrng hp gii thng trng thng ca cc chng trnh mang tnh may ri.

Xl gii thng khng c ngi trngC nhng doanh nghip khi thc hin cc chng trnh may ri cha trung thc vminh bch, nh yu cu khch hng su tp s np chai c in hnh cc b phn

chic xe p ghp thnh chic xe s c gii cao nhng trn thc t khng phthnh cc n p chai c in ht cc b phn; hoc th co trng thng nhngkhng pht hnh th c gii c bit...

Do d, c nhng chng trnh khuyn mi c qung co vi gii thng rt caonhng khng c ngi trng. Doanh nghip "cu" ngi tiu dng mua nhiu hng hy vng trng gii nhng cui cng khng mt chi ph gii thng cho khchhng. Nhm trnh nhng chng trnh nh vy, php lut quy nh:

Gii thng khng c ngi trng thng ca chngtrnh khuyn mi mang tnh may ri phi c trch np50% gi tr cng bvo ngn sch nh nc. Doanh

nghip hch ton khon n p 50% gi tr gii thngkhng c ngi trng thng ca chng trnh khuynmi vo chi ph gi thnh ca doanh nghip.

Tuy nhin, cc hnh thc c th ca khuyn mi mangtnh may ri kh a dng. Do , mt doanh nghip thchin chng trnh mt cch trung thc v minh bch vnc th xy ra vic khng c ngi trng gii (gii caohoc thp) v phi thc hin ngha v np ngn sch.

Cc hnh vi b cm trong hot ng khuyn miNgoi nhng quy nh c tnh tng qut nh cm khuyn mi hng ho, dch vcm kinh doanh hoc cha c php lu thng, cungng; hng ho km chtlng, lm phng hi n mi trng, sc kho con ngi; cn nhng quy nhcm khc:

o Khuyn mi hoc s dng ru, bia khuyn mi cho ngi di 18 tui.o Khuyn mi hoc s dng thuc l, ru c cn t 30 trln khuyn

mi di mi hnh thc.

o Khuyn mi thiu trung thc hoc gy hiu lm v hng ho, dch v la dikhch hng.

o Khuyn mi ti trng hc, bnh vin, tr sca cquan nh nc, t chcchnh tr, t chc chnh tr x hi, n v v trang nhn dn.

o Ha tng, thng nhng khng thc hin hoc thc hin khng ng.


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o Khuyn mi nhm cnh tranh khng lnh mnh.o Thc hin khuyn mi m gi tr hng ha, dch v dng khuyn mi vt

qu hn mc ti a 50% hoc gim gi hng ha, dch vc khuyn mi qumc ti a 50%.

4.4.4. Dch v khch hngTr li vi nhn xt ca Theodore Levitt, gio si hc Harvard, chng ta s thytm quan trng ca dch v khch hng trong chin thng ca doanh nghip trc cci th cnh tranh:

Cnh tranh kiu mi khng phi l cnh tranh gia ci m cc cng ty sn xut ra ti nh my ca mnh m l cnh tranh gia nhng ci m h gia tng vo sn phmu ra ca nh my di hnh thc bao b, dch v, t vn khch hng, t chc b trgian hng v c bit l thng hiu v nhng th khc m khch hng c thnh gi.

Ngy nay, cng vi s pht trin ngy cng cao ca khoa hc k thut v s cnh

tranh ngy cng khc lit trn thng trng, s cnh tranh v cht lng sn phmv cnh tranh v gi cng trnn t c ngha hn. Thay vo l s cnh tranh vdch v. Cc nh kinh doanh coi dch v l yu t sc bn cnh tranh trn thngtrng. c bit, cc doanh nghip mi khi s l ngi i sau cng phi ch trngnhiu hn vo dch v to s khc bit vi cc doanh nghip hin c trong ngnh.

C mt s dch v khch hng ph bin nh sau:o Dch v cung cp thng tin, t vn, gii p cc thc mc;o Dch v bo hnh, bo dng, sa cha sn phm, gim gi linh kin thay th;o Dch v bao gi;o

Dch v vn chuyn;o Dch v update (cp nht), cung cp cc tin ch gia tng;o Cc dch v khc.

Tuy nhin, dch v khch hng l cng c tht s hu hiu trong cnh tranh cnphi ch mt sim sau:

o m bo chc chn s khc bit gia doanh nghip v cc i th cnh tranhcn tm hiu cc dch v m i th cnh tranh ang cung cp c th lm tthn th;

o Tng cng nhn thc ca nhn vin bn hng, ni dung ny sc trnh byk lng hn trong mc k tip;

o Thng xuyn quan tm ti phn ng ca khch hng iu chnh khicn thit;

o Dch v khch hng cn thng nht nhng cng cn c mt s linh hot nhtnh v mi i tng khch hng c th c nhu cu khc nhau;

o Cn i xa hn nhng g cam kt vi khch hng thay v lm t hn nhng g ha.

4.4.5. Xy dng i ng nhn vin bn hngNhn vin bn hng c th ni l b mt cng ty, l cu ni gia doanh nghip vkhch hng. Phong cch, thi , trnh ca nhn vin bn hng l nhng yu t rtquan trng tc ng n quyt nh mua ca khch hng, c bit l i vi nhng sn


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phm phn phi trc tip. i vi mt doanh nghip, khi xc nh dch v khch hngl yu t quan trng hng u to nn s khc bit ha th phi xy dng cho cmt i ng nhn vin bn hng chuyn nghip. Tnh chuyn nghip ny c c thha thng qua cc tiu ch sau:

C kh nng to n tng tt p ngay ln u tin tip xc; C kin thc c th v th trng v v sn phm mnh ang bn, thm ch cn

phi bit r v hng ha ca i th cnh tranh;

C k nng giao tip tt, c bit l k nng lngnghe nm bt chnh xc nhng yu cu v loihng ha m khch hng ang tm kim;

Th hin s nhit tnh, trung thc v tn ty chim c cm tnh v lng tin ca khch hng;

t mnh vo a v ca khch hng cng ngin ha mi vic cng tt, khin vic mua hngc d dng, thun tin;

Chun b sn sng cc cng c trgip nh tri, catalogue, hng mu4.4.6. Mt sbin php bin khch hng thnh khch hng trung thnh

Nhng nh kinh doanh thnh cng lun bit rng khch hng trung thnh l sbo m tt nht cho s tn ti v pht trin ca doanh nghip. H lun ng h vto cho doanh nghip mt ngun thu n nh. Tuy nhin, cn phi bit rng thu htc khch hng kh, nhng mun gi chn c khch hng lu di v bin h

thnh khch hng trung thnh cn kh hn nhiu. Mt s nguyn tc sau y c thkhin khch hng gn b hn vi doanh nghip:

Gi th, gi in cm n khch hng s dng sn phm, dch v. Vic lm nykhng kh khn, khng mt nhiu thi gian nhng rt hiu qu khch hng bit

bn tht s cm n h quan tm n sn phm, dch v ca doanh nghip;

Cn kim tra v nh gi mc tha mn ca khch hng i vi sn phm/dchv ca doanh nghip, c th thng qua vic gi phiu thm d kin khch hng;t chc hi ngh khch hng hay gi in trc tip...

Cung c p cho khch hng nhng thng tin mi nht v cc sn phm/dch vbng cch gi trc tip hoc qua thin t. Vic lm ny s gi mi lin ktgia khch hng v doanh nghip, v kch thch h trc nhng tnh nng mi casn phm;

Xy dng chnh sch u i v gi, dch v sau bn hng, cc ch bo hnh,bo dng i vi cc khch hng ln, khch hng trung thnh;

Lu gi thng tin khch hng th hin s quan tm ca doanh nghip ti nhngdp c bit i vi khch hng nh sinh nht, ngy l tt, k nim Nhng dpny thng rt quan trng i vi khch hng v nu bn nhn nhng ngy c

bit khch hng s khng bao giqun bn.


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V1.0 93

TM LC CUI BI

Trong bi 4 chng ta xem xt cc ni dung chnh sau y:

Tm quan trng ca thng ip marketing i vi doanh nghip; vic xy dng mt thngip ngn gn, r rng, li cun, c sc thuyt phc cao, c sc sng lu di v c gi trc k tha qua thi gian sut qu trnh tn ti v pht trin ca doanh nghip.

Cc phng php t gi cho sn phm c th thm nh p hoc m rng th trng,thu c li nhun cao cho doanh nghip; cch lm cho gi hp dn hn, dc chpnhn hn.

Cch t chc v u nhc im ca cc cch t chc knh phn phi. T chc cc hot ng h trbn hng nh: qung co, trng by sn phm, cc hnh thc

khuyn mi, cc dch v gia tng cho khch hng, phong cch phc v ca i ng nhn vin bn hng. V hn th na l cch bin khch hng thnh khch hng trung thnh ca

doanh nghip.


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CU HI N TP

1. Vai tr ca thng i p marketing? Mt thng i p marketing tt cn m bo nhngyu cu no?

2.

Tm v phn tch 5 thng ip marketing m bo tt cc yu cu v 5 thng ip cha mbo tt cc yu cu.

3. Ni dung, u nhc im ca cc phng php t gi?4. Ni dung, u nhc im ca cc cch t chc knh phn phi? Ly v d thc tin

minh ha?

5. Ni dung, u nhc im ca cc hnh thc qung co? Xu hng la chn hnh thcqung co trong tng lai?

6. Vic t chc ca hng cn ch nhng cng vic g? Theo bn vic no l quan trng nht?Ti sao?

7. Mu sc c vai tr nh th no trong vic truyn ti thng ip ca sn phm n khch hng?8. Vai tr ca khuyn mi v cc hnh thc khuyn mi?9. Tm quan trng ca dch v khch hng i vi cnh tranh kiu mi theo quan im ca

Theodore Levitt?

10.Phn tch vai tr cu ni gia doanh nghip v khch hng ca i ng nhn vin bn hng?11.Khch hng trung thnh l ai? Ti sao v lm cch no bin khch hng thnh khch hng

trung thnh?

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