marketing căn bản - phân khúc thị trường, lựa chọn thị trường mục tiêu, lý thuyết và thực tế từ trà dr.thanh

8/3/2019 marketing cn bn - phn khc th trng, la chn th trng mc tiu, l thuyt v thc t t tr dr.thanh

1/41

23YK3 - Lma 0? - Zl 9

Len mle il 8 Ym[. Z Ym Mg`


2/41

I`lm skm lma _m`l Ym A Puyl

Leuyl Mgle YmnlLeuyl Lm Pulm

A`n F`l _mle Mgle

_m Ym Yle Zl

F Ym Yml

Cn Ym Mgn Ymle

M Ymy Muyl Dm`lm

_ma F Ymy ZnLeuyl Dm`le Lnlm

Yrl Dna Y

Z Ym Ym`lm Muyl

(Lma trle)

(Ibsnel)


3/41

Ln iule kmlm80. Ya mnu v s`g kl pmn pml dmk tm

trle7

3. ]k lm at kmle trlm a`rdbtnlepm mp vn an lma dmkm mle

;. Enn tmnu at vn pmle pmp lm vsl pma trgle tm trle


4/41

9.0 Dmn lna v tm trle9.0.0 Dmn lna Ymtrlef tpmpttkkk lenau` tmksv len

au` tnatle nvnatslpma.

Lmvya`rdbtnle dmle kmplml qu`l nakmg rle tmtrle f lninlr` sau`

cl mle m` m`y sepeen`

at kule v 0 kuk`pmn dnlmt knl v tl knltrky cnv mnulmvyf quay ak v dmle tmlg xk lmkiule flek`tmtrle.


5/41

` f

Z`n tr quyt lm k`len au` v len cl

Dm lle tnu tm

[l pma _ml fgntm trle

9.0.3 _ml fgn tm trle

9.0 Dmn lna v tm trle


6/41

9.3 _ml dmk tm trle9.3.0 Dmn lna_ml dmk tm trle k mnu f

kmn` tm trle tmlm lmle gl dmk

lm`u a trgle le vn an gl sk at at mle lmt lm kmg at

lma len lmt lm

Cl kmt k`pml dmk tm trle kmlm f pml kmn` tmbglmle tnu tmk lmt lm tm trle tle tm qun a fl,dmle le lmt, aul mlm aul v v lmu ku tmlmkk lma (gl, dmk) lm ml le lmt v lmu ku


7/41

At s v i v pml dmk tm

trle

Ym trle km`pml dmk

Ym trle pml dmk tmbgenn tlm

Ym trle pml dmk tmbg 9ak tmu lmp


8/41

Yn s`g ig`lm lemnp pmn

pml dmk tm trle7Ig`lm lemnp kl pmn tmk mnl pml dmk tm trle cn

f yu ku tt yu lu ig`lm lemnp aul sl pma

k sl xut ba fn fn lmul kmg kle ty. _ml dmktm trle mnu qu cg a mgt le dnlm ig`lm k`ig`lm lemnp

Lm tnp tm pmn ct u cle kkm kmn` lm tm trlecn at kml f rt l enl8 dmle k at ig`lm lemnplg k tm tm` al tt k an len trgle at tm trle


9/41

^u ku pml dmk tm trle

K tmtnp kl k

K quy a

le d

K dmlle tmkmnl k

K tmg fle k

^u kupml dmktm trle


10/41

Kk tnu tmk pml dmk

Il s8

tunEnn tlm

Puy a en` lmKmu d sle k` en` lmYmu lmpLelm lemYrlm Yl eng

Puk tkm

Ya f8

Yle fp x mnFn sle, k tlm

Kkm le x8

Mgl klm au` sa u ku n vn mleFgn dmkmAk s ile

` f8

Zle, AnlMle tmAt Dm mu Ynu tmk

pml dmk


11/41

Kk ck pml dmk tm trle

Ck 08]k lm tm trle dnlm ig`lm._mn xklm [_/tm trle a kle ty mle tn, tm trle ly s

c`g ea lmnu lma dmkm mle dmle le lmt

Ck 38 ]k lm tnu tmk pml dmk tm trle.Ya r` kk tnu tmk mp f pml dmk tm trle

Ck ;8 Ynl mlm pml dmk tm trle tmbg tnu tmk k f` kml


12/41

Kk ck pml dmk tm

trle tr Ir.Ym`lmCk 08 ]k lm tm trle k`

tr Ir.Ym`lm8 tp gl Yl Mnp _mt

mle l tm trle lk enn dmt

Znt L`a vn sl pma tr Ir.Ym`lm

k dm lle enn lmnt v tm`lm fk k tm


13/41

Ck 38 ]k lm tnu tmk pml dmk tm trle8` f8pml c rle rn trl an vle

anlZi8 ` cl il k le k, dnlm t

pmt trnl alm tm clm qul an qupmn kule kp 0?.??? km`n tr fl. Kl

lmle vle lle tml, dmu il ktm` tmt, tm s fle sl pma a ig`lm lemnp skule kp f dmgle 0??? km`n

Kk ck pml dmk tm

trle tr Ir.Ym`lm


14/41

Kkm le x8

Ip au`8 vg kk tmle m v kk ip

f ttFn km dmn au` mle8 v` enn dmt

v` k fn km v sk dmb

Ak s ile8 t ile, ile v` pmn,

ile lmnu

Kk ck pml dmk tm

trle tr Ir.Ym`lm


15/41

Ya f8

An tle fp x mn u k tm s ile

Ymn qubl ule tr tmg ak t x` x`

Il s8An f` tun, tp trule km yu vg tm`lm

lnl, trule lnl v len fl tun

Kk ck pml dmk tm

trle tr Ir.Ym`lm


16/41

Ck ;8 [`u dmn f`kml kk tnu tmk, tp

gl Yl Mnp _mt tnl mlm pml dmk tmtrle v kmg r` at sl

pma tr tmg ak

Ir.Ym`lm vg ley33/03/3??=

Kk ck pml dmk tm

trle tr Ir.Ym`lm


17/41

9.; ]k lm tm trle ak

tnuDmn lna

Ym trle ak tnu f tm

trle c`g ea kk dmkmmle k kle lmu ku mgkk aul a ig`lm lemnpquyt lm p le

f` kml tm trle aktnu, ig`lm lemnp pmn tmkmnl 3 ck s`u8


18/41

0. lm en kk dmk tm trle

Puy a v ak tle trlek` dmk tm trle

Ak mp il k` dmktm trle

Ak tnu v leul fk kle ty


19/41

lm en kk dmk tm trle

k` tr Ir.Ym`lmPuy a v ak tle trle tmtrle k` tr Ir.Ym`lm8[`u c`tmlm d t ley tule r` tm trle(33/03/3??=) k le g lentnu ile l lml. Y sl fle

;??.??? km`n/ley, l l`y tlefl :??.??? km`n/ley, lmle km ple 32% lmu ku s ile


20/41

Ak mp il k` tm trle8

Klm tr`lm v en k8 Ir.Ym`lm

k en k`g ml sg vn kk fgn lk enn dmt

le km`n dmk, v ig u t rnle iy

kmuyl sl xut km`n _BY, f fgn km`n k tm

kmu lmnt, en mle v, au sk k` sl

pma, v ig s ile lmnu fgn tmg ak (> fgn)


k` tr Ir.Ym`lm


21/41

Klm tr`lm v sl pma tm`y tm8 Znt L`a mnl l`y, dmn ln l

tr le km`n kmle t` k tm d

l kk tmle mnu dmk lm

Pubbl Yb`, Fnptgl, Yb` jrbs


k` tr Ir.Ym`lm


22/41

Klm tr`lm v tmle mnu8[ ile le`y tl, mlm lm k` alm

fa cnu tle kmg lml mnu lk

enn dmt f kkm k g v tg cg

[l pma enn dmt dmle e`s k fn kmg

sk dmb v k fa t > fgn tmg

ak kule lmle Yrl Pu Ym`lm


k` tr Ir.Ym`lm


23/41

p fk v pm` dmkm mle8 cat s dmkm mle ty km`y ig

an v, c`g c sl pma v s`nxt trgle qu trlm sl xut

p fk v pm` lm kule kp8 dm

dml v u vg dmn k 0 vn fgntmg ak pmn lmp dmu @lmLeuyl Lmnu Mle vkm`n tr tmg ak Ir.Ym`lm k

"vt tm f" cltrgle


k` tr Ir.Ym`lm


24/41

Ak tnu v leul fk

Ak tnu8 kle k tm trletrgle lk v mle tn tmtrle lk legn

Leul fk8 dmgle ;??? lmlvnl trgle ml 0??? k lmln mk, tmk s v tnl s trl 0? len, s ile kmuyl en`lk legn, vn ;?? lm pml pmn v 0??? xb tn tm`a en`kmuyl km


k` tr Ir.Ym`lm


25/41

@. A`rdbtnle dmle pml cnt

A`rdbtnle anx 0

A`rdbtnle anx 3

A`rdbtnle anx ;

_ml gl

C. A`rdbtnle pml cnt

_ml gl

_ml gl;

_ml gl 3

A`rdbtnle anx Ygl c tm trle

_ml gl 3

_ml gl ;

A`rdbtnle anx

K. A`rdbtnle tp trule

3. F` kml tm trle ak

tnu


26/41

La a tmk c`g pm tm

trle


27/41

La a tmk c`g pm tm

trle


28/41

La a tmk c`g pm tm

trle


29/41

;. Kl k xk lm kkm f`

kml tm trle Leul fk k` kle ty8 leul fk ml km a`rdbtnle

tp trule

Ylm le lmt k` sl pma8 sl pma le lmt a`rdbtnle dmle pml cnt

Ak tma lnl k` sl pma8 sl pma an a`rdbtnle dmle pml cnt mgk tp trule

Ylm le lmt tm trle8 dmkm mle le lmt a`rdbtnle dmle pml cnt

Kk kmnl fk a`rdbtnle k` n tm klm tr`lm n tmile a`rdbtnle dmle pml cnt a`rdbtnle pml cnt


30/41

F` kml tm trle ak tnu

k` tr Ir.Ym`lmKl k vg 2 a tmk c`g

pm tm trle v kkm f`kml tm trle, tp glYl Mnp _mt mle tnkmnl fk a`rdbtnle tp trule


31/41

9.9 lm v trgle tm trlelm v trgle tm trle f vnk

` kk l tle tt, k sk,

dm qul v sl pma kle ty

vg trgle ta tr dmkm mle

cle kk kmnl fk a`rdbtnle

anx tmkm mp

ZI8

Mgli` f lml mnu xbel ay k` Lmt k cntl tn Znt L`a lm 0 sl pma kmt fle k`g

Abrkbibs f fgn xb mn s`le trle


32/41

Kmnl fk lm v sl pmaLen fa a`rdbtnle k tm tmbg kk kmnl fk s`u8

0. lm v i` trl at tmuk tlm sl pma (Ct ent Ynib8trle lm Ynib)

3. lm v i` trl fn km k` slpma ba fn kmg dmkm mle(Kgfe`tb8 le` su rle)

;. I` trl kle ile k` sl

pma (C a` k tm fa leuylfnu kmg lm ay vl p, v` fa leuyl fnu kmg lmay eny)

9. lm v i` trl tle fp len s ile ([` ilm

kmg tr ba v kmg len en)


33/41

2. lm v sg slm vn n tm klm tr`lm (Pule kg kkfgn ct ent tmle kmg rle sl pma k` alm trleml kk fgn ct ent dmk)

:. lm v tkm cnt ml kkn tm klm tr`lm

(Lk c ile C`kkmussg vn kk fgn lk uletle fk dmk)

5. lm v sg slm vn kk fgn sl pma dmk (Mletma k` at fgn iu xt pmle k an tma t` r`

enle lm at fgn mg`)

Kmnl fk lm v sl pma


34/41

0. ]k lm ak lm v8Kk ak lm v k tm f ` na, lelm sl xut,

kle ty, sl pmaAk lm v a tr Ir.Ym`lm mle l f8 lm v sl

pma

3. ]k lm kk k na kt fn qu`l trle kmg kk dmk

tm trle f` kml8 kl lemnl ku lmu ku xklm kk tmuk tlm ln ct v kk fn km k tm kmg kkdmk tm trle ak tnu

;. ]k lm tmuk tlm qu`l trle trl at cl lm v]k lm 3 tmuk tlm k` Ir.Ym`lm v [tnle

Dmle e`s

K e`s

Kk ck k` qu trlm lm

v tr Ir.Ym`lm


35/41

9. Ymk mnl lm v v a`rdbtnle anx

[ ile alm kk kmnu tmktruyl tmle (qule kg)8 At trgle la kle ty qule

kg alm lmt

]ut mnl vn at iy trlkk pmle tnl truyl tmle,iy fl s t a, qu`l ta,tm v k` i ful

Kml tmn na tmkm mp tule r` sl pma(33/03/3??=), k kgn f tmn na vle, v kletmul fn

Kk ck k` qu trlm lm

v tr Ir.Ym`lm


36/41

Dmu mnu8 Ym`lm fk k tm dmle fg clle tg s tmu mt

Mlm tmk cl legn ct at, ln ct trl kkd mle

Kml lml mnu Yr Ir.Ym`lm ey s t

a km Yule r` mle fgt sl pma p le s tmkm,

lmu ku k` tle n tle trgle x mn

Kk ck k` qu trlm lm

v tr Ir.Ym`lm


37/41

0. Kk tnu tmk lg s`u y dmle ile pml dmk tm trle8

`) ` f

c) Ya f

k) Kkm le xi) [l pma

Ku mn


38/41

3. K c`g lmnu ck f` kml tmtrle ak tnu8

`) ; ck

c) 9 ck

k) 2 cki) dnl dmk

Ku mn


39/41

;. Yr tmg ak Ir.Ym`lm k tule r` tmtrle vg tmn en`l lg

`) 33/0?/3??=

c) 33/03/3??=

k) 33/3/3??>i) >/00/3??5

Ku mn


40/41

9. K c`g lmnu kmnl fk f` kml tmtrle ak tnu

`) 3

c) ;

k) 9i) 2

Ku mn


41/41

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marketing căn bản - phân khúc thị trường, lựa chọn thị trường mục tiêu, lý thuyết và thực tế từ trà dr.thanh