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MC TIU CA VIC NH GICC CHIN LC GI IN HNHPHN TCH CC YU T NH HNG TI VIC NH GI

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II

IIINI DUNG CHNH

S tn ti

Ti a ho li nhunDn u th phnDn u v cht lng sn phm

NH GII. Mc tiu ca vic nh gi Vic nh gi c th ng vai tr quan trng trong vic hon thnh cc mc tiu ca cng ty nhiu mc khc nhau.

I. Mc tiu ca vic nh giVD v mc tiu Dn u v cht lng sn phmGi chic ng h Rolex Datejust Yellow Gold dnh cho nam c gi 24.250 USD.


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IIINI DUNG CHNH

Yu t bn trong- Chi ph SX.- Chic lc Marketing-mix.- c im ca sn phm.

Cc quyt nh v gi

Yu t bn ngoi- Yu t ca cu th trng.- Yu t cnh tranh.- Chnh sch php lut Nh nc.II. Phn tch cc yu t nh hng ti vic nh gi

II. Phn tch cc yu t nh hng ti vic nh gi1. Yu t bn trong 1.1. Chi ph sn xut

II. Phn tch cc yu t nh hng ti vic nh gi1. Yu t bn trong1.2. Chin lc nh v v cc quyt nh Marketing-mix khc chi phi n mc gi.Mercedes-Benz E350: 149.000 USD

II. Phn tch cc yu t nh hng ti vic nh gi1.2. Chin lc nh v v cc quyt nh Marketing-mix khc chi phi n mc gi.

Cc chin lc sn phm, phn phi, truyn thng cng nh hng trc tip ti gi bn.

Qung co bn gi cao / Khuyn mi gim giMc gi ty thuc vo knh phn phi/ im bnXy dng c mt thng hiu mnhThay i v kiu dng, c tnh, bao gi sn phm

II. Phn tch cc yu t nh hng ti vic nh gi1.3. c im ca sn phm nh hng ti mc gi.

C IM SN PHM

Tnh d h hng

Khc bit ca sn phmChu k sng ca sn phm

II. Phn tch cc yu t nh hng ti vic nh gi2. Yu t bn ngoi2.1. Yu t cu th trng nh hng ti gi bn

co gin ca cu theo giDn s hcTm lThay i gi thay i lng bn?Th trng tim nng? Khi lng bn mong mun?Khch hng Mc gi khc nhau?S thay i gi?

II. Phn tch cc yu t nh hng ti vic nh gi2.2. Cnh tranh chi phi n gi bn

Doanh nghip phi chp nhn gi th trng.

Cnh tranh hon tonCnh tranh c quync quyn nhmc quyn hon tonChin lc giC th chi phi gi c v th trng.Phi tnh ti phn ng ca i th cnh tranh.c quyn v gi, nhng c s chi phi ca Nh nc.Cn c vo tnh cht cnh tranh ca th trng

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II. Phn tch cc yu t nh hng ti vic nh gi2.2. Cnh tranh chi phi n gi bnVD v c quyn hon ton

Window 7 Ultimate: 250 USD

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2.2. Cnh tranh chi phi n gi bnCn c vo i th cnh tranhII. Phn tch cc yu t nh hng ti vic nh gi

Trng hpp dng chin lcC cu ngnh l c quyn nhm.nh gi ngang bngKhch hng nhy cm vi gi.Doanh nghip mun thu ht nhiu khch hng, gia tng th phn.nh gi thp hnSn phm doanh nghip c cht lng cao, khc bit vi i th cnh tranh v c khch hng chp nhn.nh gi cao hn

2.3. Yu t mi trng nh hng ti gi bn II. Phn tch cc yu t nh hng ti vic nh gi

Trc tip nh gi Ban hnh gi chun, gi gii hn. Lut thu v mc thu sut. Mi trng v m: KTN, dn s, chnh tr, VH-XH, ... Mi trng vi m: Nh cung cp, nh sn xut, KH, i th cnh tranh.. Lm pht Suy thoi T giYu t mi trngChnh phMi trng MarketingKinh t


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IIINI DUNG CHNH

III-A

III-BChin lc nh gi Chin lc thay i giIII. Cc chin lc gi in hnh

III. Cc chin lc gi in hnh

III. Cc chin lc gi in hnhIII-A. Chin lc nh gi

nh gi thp thm nhp th trng nhanh chng. i tng: KH cha dng SP hay KH trung thnh vi i th cnh tranh.

G thm nhp

iu kin Th trng nhy cm vi gi gi thp, m rng th phn. CPSX , doanh nghip c nhiu kinh nghim. Gi thp gim bt i th.1. Chin lc nh gi cho SP miIII-A. Chin lc nh gi

1. Chin lc nh gi cho SP mi

ABCQuantityPriceP1P2Q1Q2nh gi thm nhpIII-A. Chin lc nh gi


3.500/ chai 330ml

nh gi thm nhp7000/ chai 500mlIII-A. Chin lc nh gi


199.95 USD

nh gi thm nhp299 USDGamecubeSonys Play Station 2III-A. Chin lc nh gi

nh gi cao thu li nhun ti u t th trng mc tiu. i tng: KH c thu nhp cao, phn ng nhy vi SP mi.

G ht vng

iu kin ng cu khng co gin vi gi. Cht lng, hnh nh SP gi cao. Gi cao khng kch thch i th cnh tranh.1. Chin lc nh gi cho SP miIII-A. Chin lc nh gi


ABCQuantityPriceP1P2Q1Q2nh gi ht vngIII-A. Chin lc nh gi


599 USD 399 USD

nh gi ht vngIphone 3GSIII-A. Chin lc nh gi


UNHCG thm nhp- Doanh s nhanh.- Hn ch i th cnh tranh.- T sut li nhun thp. - Kh khn khi hng tng gi.G ht vng- Mau chng thu hi li nhun t nhm KH tin phong.- Tha mn nhiu phn khc.- Thu ht i th cnh tranh.- Ph hp khi c nhm KH tin phong.

III-A. Chin lc nh gi

2. Chin lc nh gi cho tp hp SP

Dng sn phm

Tp hp SPSP ph thmSP b sungIII-A. Chin lc nh gi

11.990.000

Dng sn phm2. Chin lc nh gi cho tp hp SP12.990.000My quay phim Nex-3 & Nex5III-A. Chin lc nh gi

2.499.000

Dng sn phm2. Chin lc nh gi cho tp hp SPTD Samsung Corby

2.699.0004.299.0004.359.000S3653S3653 WifiSmart i5303Pro B5310III-A. Chin lc nh gi

Sn phm ph thm2. Chin lc nh gi cho tp hp SP3 mu tai nghe bluetooth ca Samsung

39.99 USD59.99 USD99.99 USDHM 1610HM 3600Modus 6450III-A. Chin lc nh gi

7.69 USD

Sn phm b sung2. Chin lc nh gi cho tp hp SP 21.99 USDDao & li co ru Gilette Mach3III-A. Chin lc nh gi

150 USD

Sn phm b sung2. Chin lc nh gi cho tp hp SP52 USDMy in & mc in HPIII-A. Chin lc nh gi

nh gi 2 phn

A

3. Chin lc nh gi khcBCnh gi trn ginh gi tm lIII-A. Chin lc nh gi

nh gi 2 phn3. Chin lc nh gi khcIII-A. Chin lc nh gi

V vo cng: 50.000KDL i NamV tu ln: 40.000V bin: 50.000

nh gi trn gi3. Chin lc nh gi khcCombo g nng 53.000

30.00015.00020.000III-A. Chin lc nh gi

nh gi tm l3. Chin lc nh gi khcMy nghe nhc Samsung S31.499.000

III-A. Chin lc nh gi

III-B. Chin lc thay i giIII. Cc chin lc gi in hnh

3. p ng vi thay i ca i th cnh tranh.

2. Ch ng tng gi1. Ch ng gim gi

III-B. Chin lc thay i gi 1. Ch ng gim gi

Tha NLSX

Cnh tranh gay gtMun chi phi th trngCh ng gim gi

III-B. Chin lc thay i gi 2. Ch ng tng gi

Tnggiiu chnhchit khu

Gim s lng SPTng gi SP ph thmThay th cng thc ri bao b

i th cnh tranh c gim gi khng?Gi h c nh hng bt li n th phn v li nhun khng?C th/ Nn c hnh ng hiu qu chng?Gi nguyn gi hin ti; tip tc theo di gi ca i th cnh tranh.Gim giTng cht lng cm nhn?Ci tin cht lng v tng gi Tung nhn hiu chin u gi hCCKhng Khng Khng CIII-B. Chin lc thay i gi 3. p ng vi thay i ca i th cnh tranh

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