Phn tch nhim v ca b phn marketing trong doanh nghip1, kho st th trng l tm hiu v gi c v th hiu tiu dng ca ngi tiu dng. kho st th trng th doanh nghip phi lm mt s vic sau: Xc nh phm vi th trng ca doanh nghip+ Mt trong nhng vic u tin bn cn lm l ci tin sn phm v dch v ca mnh sao cho n tr nn khc bit, v nhng g bn lm khng c ngha l bn ang c gng cung cp tt c mi th cho tt c mi ngi. + Khi chn mt s i tng khch hng phc v th doanh nghip ca bn s mt mt s lng khch hng nht nh trn th trng, tuy nhin, b li, bnc nhng lI th khc m nhng i th khc khng th c c. + Tip n, bn cn hiu rng nhng ngi mua sn phm v dch v v ba l do chnh sau y: - tha mn cc nhu cu c bn - gii quyt cc vn - lm h cm thy d chu hn+ Bn s phi xc nh xem sn phm hay dch v ca bn thuc hng mc no trong cc hng mc trn, v da vo chun b cho th trng. C th sn phm hoc dch v ca bn nhm vo nhiu mc ch khc nhau. D on nhu cu sn phm mi D on l khoa hc v ngh thut tin on nhng s vic s xy ra trong tng lai- Cc nhn t nh hng:+ Ch quan: . Cht lng thit k sn phm. Cch thc phc v khch hng . Cht lng sn phm. Gi bn+ Khch quan:. Cm tnh ca ngi tiu dng. Quy m dn c. S cnh tranh. Lut php. Thc trng kinh t. Chu k kinh doanh Xu hng tng khi lng bn v c cu nhu cu Xc nh cc c th ca khu vc v on th trngV sao phi phn on th trng? Cng ty c th phc v ton b th trng c khng? Vic tp trung cc n lc marketing cho cc phn on th trng mc tiu c cn thit khng v iu em li li ch g?S cn thit ca vic phn on th trng th hin cc quan im sau:

+ Theo quan im ca cc nh marketing, mt trong nhng nhim v quan trng ca doanh nghip l am hiu nhu cu, mong mun ca khch hng c th phc v h mt cch tt nht. Vic phn on th trng to thun li trong vic nghin cu y hn vi mc tin cy tt hn v cc khch hng m doanh nghip mun phc v.

+ Doanh nghip tc ng n khch hng thng qua vic nh v sn phm, thit lp cc chnh sch marketing v trin khai cc chng trnh marketing. Cc n lc marketing ny s tr nn c hiu qu v thch hp khi doanh nghip xc nh c cc khch hng ca mnh. R rng i vi cng mt loi sn phm, mt phi thc marketing nhm vo cc khch hng c cao, mong mun c c mt hng danh ting v c cht lng tt hon ton khc vi cc phi thc marketing nhm vo khch hng bnh dn, c nhu cu s dng trc tip v mong mun tit kim chi ph khi mua sm.

+ Mt doanh nghip tht rt kh kh nng, ngun lc phc v ton b th trng. Vic phn on th trng gip cho doanh nghip c kh nng s dng cc yu t ngun lc p ng nhu cu khch hng. Hn na nu iu kin kh nng cho php, vic p ng cho mt s phn on no c th khng bng cc i th cnh tranh.

+S cn thit ca vic phn on th trng cn th hin ch n ph hp vi quan im kinh doanh hin i l thit lp h thng sn xut nh hng vo khch hng.

+ Vic phn on gip doanh nghip c iu kin tt hn trong vic nghin cu cc im mnh, im yu cc i th cnh tranh, lm c s nh v v thit lp cc chnh sch marketing hiu qu hn.

2, Nghin cu sn phm : sn phm phi p ng kp thi nhu cu ca khch hng,sn phm phi ng phm cht,quy cch,cht lng,cng dng m bo cho khch hng nhng li ch m h mong mun v sn phm+ Doanh nghip phi tng cng hn na cc chng trnh qung b: thnh lp nhng website ring v cng ty gii thiu c th hn na vi khch hng,i ng nhn vin bn hng phi tch cc truyn b cc li th ca khch hng khi mua sn phm ca doanh nghip, tng cng xut cc kin ch to sn phm mi nhm p ng th hiu ca ngi tiu dng

3, Chnh sch gi c + Nhng yu t nh hng n gi cYu t ch quan: chi ph lien quan n sn phm, chi ph bn hng, phn phi,xc tin bn hng.. Yu t khch quan: quan h cung cu trn th trng, p lc cnh tranh..

+ Mc tiu nh giCc doanh nghip khi nh gi u phi hng n vic t c mc tiu no ,

ty theo cc giai on trong chu k sng sn phm, cc ngun lc ca doanh nghip, v th ca doanh nghip, tnh cht cnh tranh trn th trng a ra cc mc tiu nh gi ph hp.Mt sn phm c a chung, hu ch, trong tnh trng khan him thng cc doanh nghip c th y gi ln cao. Khi nh gi theo nhu cu ca khch hng doanh nghip c th+ Th phn mc tiu:

i vi nhng sn phm thng dng p dng gi thp thm nhp, gia tng th phni vi nhng sn phm c bit, c quyn v th phn hp, d chi phi: dng gi cao (gi ht kem) cht lc th trng, lt qua th trng.+ Nhng phn ng cnh tranh

Doanh nghip khng ch ng cnh tranh v gi nhng sm mun g trn th trng cng xy ra do sc p ca i th cnh tranh: xu hng gim gi tiu th c lng hng nhiu hn, cnh tranh ginh th phn, li nhun.

4, Chnh sch phn phi + Phn phi l qu trnh gip chuyn thng hiu gi tr t nh sn xut ti ngi tiu dng th hin qua nhiu phng thc v hot ng khc nhau. Mt h thng phn phi tt cng l yu t to dng v duy tr li th cnh tranh ca thng hiu trn th trng + knh phn phi l tp hp cc t chc v c nhn tham gia vo qu trnh lu chuyn sn phm, dch v t nh sn xut ti ngi tiu dng. Vic s dng trung gian trong phn phi gdaanx ti vic nh sn xut phi kim sot nhng vn l: bn hng cho ai v bn hng nh th no? Ngc li doanh nghip s t c nhng li ch l: trung gian s chu phn chi ph trong vic bn hng trc tip ti tay ngi tiu dng,to iu kin cung ng sn phm b sung, doanh nghip c iu kin tp trung vo vic sn xut. Vic la chn knh phn phi c nh hng ln ti cc quyt nh marketing khc v chng c quan h ph thuc ln nhau v ph thuc vo v tr thng hiu trn th trng. doanh thu ca doanh nghip ph thuc rt ln vo khu t chc, s dng knh phn phi, cht lng i ng bn hng, dch v khch hng sau phn phi.

5, Chnh sch giao tip khuch trng( xc tin)Chnh sch xc tin hay cc k thut ym tr Marketing l mt cng c quan trng thc hin cc mc tiu ca chin lc Marketing trong doanh nghip. Do nhu cu ca ngi tiu dng lun thay i, sn phm lm ra ngy cng phong ph a dng nhng ci kh ca nh sn xut l cho nhu cu ca ngi tiu dng v sn phm ca doanh nghip nht tr vi nhau dn n hot ng mua bn. Do cc bin php xc tin s gip cho cung cu gp nhau, ngi mua tm ng sn phm mnh cn.Ni dung ca xc tin bn hng c th l:

- Thay i hnh thc lm cho sn phm hp dn hn vi ngi mua.

- Khuyn khch mua hng: c th s dng mt trong cc hnh thc sau y:

+ Thanh ton linh hot: tr bng tin mt, th tn dng...

+ Mua hng tr gp: mua nh, xe my tr gp...

+ H gi bn sn phm nhn mt dp no .

+ Gim gi theo i tng khch hng: sinh vin, hc sinh...(nh v xe but).

+ S dng hnh thc qu tng khi mua hng: tng sn phm khc, tng ngay sn phm ...

+ Mua hng c d thng.

- Dch v sau bn hng (dch v hu mi): c ph tng thay th, bo dng, bo hnh sn phm, lp t ti nh...

- Tham gia hi ch, trin lm.

- Mt s hnh thc khc nh mua bn t chn, c th...