1. Lesson 02Vai tr ca IMC trong quy trnh tip th(IMC =
Integrated Marketing Communications)Trnh by: Kenny J un
2. Quy trnh khuyn mi v tip th Chin lc tip th v Mc tiu K hoch
tip th v Th trng phn tch tip th cc chng trnh Khuyn mi mc tiu n ngi
mua Hot ng cui cng Xc nh th Sn phm khuyn mi Khch hng trng chnh chnh
chnh Qung co Ngi tiu Phn tch Phn khc th Gi bn Tip th dng cnh tranh
trng trc tip Doanh Internet/ nghip Knh phn hot ng La chn th Xc tin
Mc tiu tip phi chnh tip th tng trng mc thng mi th tc tiu Khuyn Ngi
mi bn hng bn nh v thng Quan h qua cc chin cng chng lc tip th Bn hng
c nhn BnCopyright 2008 prepared by Kenny Jun
3. Quy trnh Mc tiu tip th Xc nh th trng Phn on th trng La chn
th trng mc tiu nh v thng qua cc chin lc tip thCopyright 2008
prepared by Kenny Jun
4. 5 bc trong Quy trnh phn on1. Tm cch tip cn nhu cu ca cc nhm
ngi tiu dng2. Tm ra cch thc t hp li cc hot ng Marketing, thng xuyn
ngh cc sn phm c sn cho t chc3. Pht trin mng li th trng/sn phm to ra
mi lin quan gia cc phn khc th trng vi sn phm v hot ng ca doanh
nghip4. Chn la cc sn phm phn khc theo nh hng Marketing ca doanh
nghip5. Thc hin cc hot ng Marketing t c cc mc tiu raCopyright 2008
prepared by Kenny Jun
5. C s cho vic phn on th trng Phn on theo a l:- Chnh ph - Vng
Quc gia Kh hu Phn on theo nhn khu hc:- Tui, gii tnh, thu nhp, hc
thc, ngh nghip, x hi, trnh Phn on theo biu tm l:- AIOs
(Activities-hot ng, Interests-s thch, Opinions- kin)- VALs
(Values-cc gi tr v Lifestyles-gio dc)- Cc c im c nhn Phn on theo
hnh vi- Tp qun, s trung thc, nhu cu Phn on theo quyn li- Cc nhu cu,
mong mun c thCopyright 2008 prepared by Kenny Jun
6. La chn th trng mc tiuXC NH C BAO NHIU ON TH TRNG Marketing
cha phn on: cung cp mt sn phm hoc dch v cho ton bth trng Marketing
phn on: cung cp mt sn phm hoc dch v vi chin lctip th ring bit cho
mi phn khc th trng khc nhau. Marketing tp trung: tp trung vo mt th
trng trong phn khcCopyright 2008 prepared by Kenny Jun
7. Xc nh on th trng c tim nng Xc nh tim nng bn hng ca cc phn
khc Xc nh c hi tng trng ca tng phn khc Phn tch s cnh tranh trong
phn khc Phn tch cc cng ty c kh nng cnh tranh trong phn khc a ra
quyt nh lm th no cnh tranh trong phn khcCopyright 2008 prepared by
Kenny Jun
8. a ra quyt nh cc phn khc ln phn khc ny c th tnh c khng ? Phn
khc ny c ln v li nhun c p ng khng ? y c phi phn khc c xc nh khng ?
Liu c th to ra cc chng trnh tip th hiu qu cho phn khc th trngny
?Copyright 2008 prepared by Kenny Jun
9. Quy trnh nh v nh v nhn thc Mong mun s nhn thc hoc s kt hp
qun l khch hng mc tiu cho mt cng ty hay sn phm. TH nh v hiu qu TRNG
nh v chin lc nh v cc mc tiu trong Kt hp cc hot ng tip th phm vi qun
l t c MC TIU s dng miu t khi nim mc tiu th trng nh v ti ngi mua nh
v thng hiu nh v thng hiu bi ngi mua trong th trng mc tiuCopyright
2008 prepared by Kenny Jun
10. JetBlue Airways nh v mnh nh mt hng hngkhng gi thp c dch v
tuyt vi nhtCopyright 2008 prepared by Kenny Jun
11. Pht trin quy trnh nh v chin lc Xc nh cc i th cnh tranh nh
gi nhn thc ca i th cnh tranh Xc nh v tr i th cnh tranh Phn tch ngi
tiu dng trong danh mc u tin Gim st quy trnh nh vCopyright 2008
prepared by Kenny Jun
12. Sn phm/Dch v v nh v Thng hiu NHNG CU HI C BN1) Chng ta ang
gi v tr no trong tm tr Khch hng ?2) V tr no chng ta ang mun chim gi
?3) Chng ta phi cnh tranh vi nhng ai thit lp nn v tr ny ?4) Liu
chng ta c cc yu t v cc ngun lc chim lnh v duy tr v trny ?5) Liu
chng ta c th duy tr v tha mn vi mt chin lc nht qun duynht ?6) Liu
cng vic Marketing v Qung co ca chng ta c ph hp vi chinlc chim gi tm
tr Khch hng ca chng ta?Copyright 2008 prepared by Kenny Jun
13. Phng php tip cn nh v mt Sn phm/Dchv hay Thng hiu1. Bng sn
phm hay thuc tnh dch v v Quyn li2. Bng gi/cht lng3. Bng cch s dng
cc ng dng4. Bng cc lp sn phm5. Bng sn phm hoc bng ngi s dng dch v6.
Bng cnh tranh7. Bng cc biu tng vn haCopyright 2008 prepared by
Kenny Jun
14. nh v bng biu tng vn haCopyright 2008 prepared by Kenny
Jun
15. Cc quyt nh sn phm Sn phm l mt gi cc quyn li hoc cc gi tr p
ng c cc nhu cu ca ngi tiu dng Sn phm tng trng cp n nhng g mt sn phm
hay nghathng hiu ti khch hng. Cht lng sn phm, nhn hiu, ng gi, tn
doanh nghip gp phn to rahnh nh sn phm. Thng hiu: Tn thng hiu truyn
t thuc tnh v ngha ca n Qung co to ra, duy tr thng hiu hp l vi kt qu
t hnh nh hay ntng ca thng hiuCopyright 2008 prepared by Kenny
Jun
16. Gi tr ca s ng nht thng hiuSc mnh ca thng hiu ng nht: To thm
nhiu la chn cnh tranh gi thp vi i th Xy dng lng trung thnh khch hng
D dng gi vng trong iu kin kinh t b nh hng Cho php doanh nghip bn sn
phm/dch v gi cao v duy tr linhun mc cao D dng pht trin, m rng thng
hiu nhnh D dng cho Khch hng chp nhn nhng iu chnh v gi
(tnggi)Copyright 2008 prepared by Kenny Jun
17. Crest s dng sc mnh ca thng hiu m rngdng sn phmCopyright
2008 prepared by Kenny Jun
18. Bao b Chc nng c bn ca bao b: R, c kh nng bo v sn phm, c kh
nng lu gi Bao b c th tr thnh c bit quan trng bi: Tm quan trng ca s
ng b trong cc ca hiu To ra nhng quyt nh mua sm ti chnh im bn Qung b
sn phm ti cc khch hng thng xuyn Bao b l mt trong nhng phng thc tip
cn khch hngCopyright 2008 prepared by Kenny Jun
19. Bao b mi ca ARM & HAMMERCopyright 2008 prepared by
Kenny Jun
20. Quyt nh gi bn Gi bn phi ph hp vi nhn thc ca sn phm Sn phm c
gi cao phi to ra kh nng nhn thc v mt sn phm chtlng cao Gi thp thng
phn nh gi tr sn phm ca n thp hn trong nhn thckhch hng. Sn phm c nh
v cht lng cao i khi gi thp hn i th cnhtranh c th gy ra s lng tng
cho khch hng Gi bn, cc phng thc qung co v phn phi phi to ra s thng
nhtv sn phm hay dch v.Copyright 2008 prepared by Kenny Jun
21. Quyt nh knh phn phiNhng quyt nh v cc knh phn phi: Xc nh cc
knh h thng:- Cc knh trc tip- Cc knh gin tip La chn, qun l v ci tin
: Bn s Phn phi Ngi mi gii Bn lCopyright 2008 prepared by Kenny
Jun
22. y vs Ko Phng thc y Phng thc ko Nh Nh sn xut sn xut Nh Nh bn
bun bn bun Nh Nh bn l bn l Khch hng Khch hng Dng thng tinCopyright
2008 prepared by Kenny Jun
23. K thut y im trng by bn hng, gi ng quay, quy bn hng Hp ng
giao dch thng mi, hng trng by c bit, hoa hng cho ccn v tham gia
trng by Qu tng, gii thng Hp tc Qung co Ti liu, dng c Qung co, ti
liu c bn Hoa hng, hng khuyn mi hoc bo m km theo Catalogue, ti liu
bn hng Cc chng trnh thng mi, hi ngh, hi thoCopyright 2008 prepared
by Kenny Jun
24. K thut Ko Hng mu, hng dng th Th u i Qu tng Cc cuc thi, phiu
bc thm trng thng Hon ph/gim gi Cc chng trnh xy dng lng trung thnh
khch hng Hot ng Qung co ti im bnCopyright 2008 prepared by Kenny
Jun
25. Li mi cao cp l mt phn ca chin lc KoCopyright 2008 prepared
by Kenny Jun