🔙 Quay lại trang tải sách pdf ebook Kế Hoạch Hoá Và Phát Triển Sản Phẩm Ebooks Nhóm Zalo Kfhoach hoa va phattrien" san pham Quan tri Marketin~ ~--trong cac Doanh nghi,p Vua va Nho NHA XUAT BAN TRE Cbuorng mnh phit -triin d1,l" an Me kong Qulm tr! Marketing trong cae Doanh nghi~p vera va Nho Ke hoach h6a Va Phat t~i~n San ph~m p", ~ ) TAIBAN LAN THlfI OPEN LEARNING AGENCY Chuang trlnh Phat trien DI! an Me Kong illi trq Vi~n D(li h9C Ma OLA (Canada) bien sO\ln Cuon sach nay do Chuong trlnh PMt tri~n DI! an Me Kong giii' ban quyen © 2001 KhOng duO'c sao cMp ho(ic sua d6i neu khong duqc phep b~ng van ban ella Chuang trlnh Phat trien DJ! an Me Kong. wtry Cu6n sach nay duqc xay dJ!ng tren cO' sa till li~u giang diJY tren lap do Vi~n Quan tr\ Kinh doanh - Dl,li hQc Kinh te Quoc dan, Hit N(ii pMt trien vai sJ! tai trq ella Chuong trlnh Phat tri~n DI! an Me Kong. Nhom bien sO\lfi tai li~ll do Thl,lc sI Nguy~n Quynh Chi chju trach nhi~m chfnh. Cuon sach nay khong duqe sao cMp ho(ic sua d6i khi chua duqc phep Mng van ban eua Chuang trlnh Phat trien DJ! an Me Kong. Chuang trlnh PhM trien DI! an Me Kong (MPDF) dm;rc thanh l*p nam 1997 nMm hi} trq st! hlnh thanh va phat trien eua cae doanh nghi¢p tu nMn vila va nM a Vi¢t Nam, Lao va Campuchia. MPDF hi\ trq ky rhu",t cho de doanh nghi~p trong qua tnnh ehuan bi cae dt! an dau tu vai qui m{) til 250.000 den 10 tri~u dola My. MPDF cling tili trq vi~e dao t(lo cae nhi! qufm ly doanh nghi~p vila va nho, cae ngan hang c1fp tin dl,lng eho cae doanh nghi¢p vila va nho, cling nhu cae t6 ch(rc cung cap djch Vl,I h& trq cho doanh nghi~p. MPDF duqc dieu hi!nh ooi Cong ty Tai ehinh Quae te (lFC) va duqe tili trq bOi Ngan hang PMt trien CMu A (ADB), Oxtra.ylia, Canada, Phan Lan, Cong ty Tai ehinh Quae te (IFC), Nh~t Ban, Na Uy, Thl,ly Dien, Thl,ly Si va Vuang quae Anh. Neu can biet them thong tin, xin lien h~ v6i bilt ky van phong nao cua MPDF t(li Ha NQi, Thanh pha Ho Chi Minh, Phnom Penh, ho~e Vicng Chan theo dia chi sau: Ha N(ji, Vi~t Nam (Tr" sO ehinh) 63 Pha Ly Thai T6, Tang 7 Di~n tho(li: (84-4) 824 7892 Fax: (84-4) 8247898 Thanh pho H6 Chi Minh, Vi~t Nam Somerset Chancellor Court Phong 3B, Lau 3 21-23 Nguyen Thj Minh Khai, Qu",n 1 Di~n tho(li: (84-8) 823 5266 Fax: (84-8) 823 5271 Phnom Penh, Climpuchia 175 Norodom Boulevard Sangkat Boeung Keng Kang 1 Di~n tho(li: (855-23) 21 9365 Fax: (855-23) 21 9361 Vieng Chan, Lao Nehru Road, Pathou Xay POBox 9690 Di~n tho~: (856-21) 45 00 17 Fax: (856-21) 450020 VI} Doanh nghi~p Vua va NhO, Ngan hang The gim 2121 Pennylvania Avenue, NW Washington, DC 20433, USA Di~n tho(li: 202-473-6683 Fax: 202-522-3742 Gidi thieu • Chlldng trinh £)ao t~o Quan Iy danh cho cae Doanh nghi~p VlJa va Nho T6ng quan Chuang Irinh Dao l'fo Qudn Ii danh cho c(le Doanh nghi¢p Vua va Nho dUCfC bien SO'!ll cho cae nM quan ly va cM doanh nghi¢p vita va nhi'>. Lit ngum chi! ho~c ngum quan ly doanh nghi¢p nhi'>, b'!ll quan tam de"n nhieu khia c,!nh cua vi¢c dieu hanh ml?t doanh nghi¢p. ChuClllg mnh nay se cung clip cho b'!ll m(>t b(> tiii li¢u hUOng diin ve marketing trong quan ly doanh nghi~p. HI? tai li~u nay de c~p den cac chu de sau: • Xac d!nh cac khai ni¢m marketing • Thu th~p thOng tin ve khach hang. • PMt trien cac th6ng tin ve qua trinh va xu hUOng mua hang cua khach hitng • Xac d!nh va ll!a chQn thi truOng ml,lc tieu phil hQ"P. • Ke" ho~ch hoa va pMt trien san phfun. • Phat trien marketing chu trQng moi quan h¢ va djch VI,! khach hitng. • Phat trien chie"n luqc quang cao cho doanh nghil)p • Dinh gia va chie"n luqc ve gia. HI? tai lil)u ve marketing cua Ch"ang trlnh Dao tgo Qulin Ii danh cho c(le Doanh nghi¢p Vua va Nho dugc bien so,!-n nhAm giup cae chu doanh nghi¢p va nhit qUlm ly doanh nghi¢p nilm viing tat ca cac bm1c trong qua tnnh marketing. Mbi cuon sach nghien coo m(>t khia c'!llh Cl,l tM cua ho~t d(>ng marketing. Qua tilng cuon sach ve Marketing, b,!-n se hQc dugc each l~p ke" ho~ch marketing va Ung dl,lng ke" hO,!ch do vao thl!c te" doanh nghi¢p mlnh. CIic cuon sach ve marketing bao g6m nhiing noi dung chinh nhu sau: • GUn thlch sl,I khac nhau giua nhu cAu tl,l nhien, nhu cAu c\! the va nhu du co kha nang thanh toan cua khach hi'mg. • Phan bi~t dlIt;lc sl,I khac nhau giUa d~c diem va lqi fch cua san phfun rna ngum ban hang ban cho khach hang. • xay dl!Ilg k€ ho,!-ch marketing sao cho phil hqp v6i ke ho,!-ch kinh doanh t6ng tM ciia doanh nghi~p. • M6 ta cac bu6c li!-p k€ ho,!-ch marketing. • Xac djnh th6ng tin va thu thi!-p cac tMng tin can thi€t cho vi~ ra cac quyet djnh ve chien luge marketing. • Xac djnh va thu thi!-p th6ng tin ve kMch hang va tir kMch hang. • Phan tich va phan do,!-n thj tmOng trong kinh doanh. • LJ!a chQn cac thj tTUOng m\!c tieu phil hqp cho doanh nghi~p. • Xac djnh d~c tlnh cua thi tmOng m\!c tieu hi~n t,!-i va tuang lru. • Phan tich cac chien luge gia khac nhau tren goc dQ djnh vj san phfun va djch V\!. • Xac dinh chien luge gia cho timg thj tTUOng m\!c tieu hi{:n t~i va tuang lai. • Phat trien cac chien lugc khuech tmang va quang cao san phfun. Phl1dng phap nghien CUll cuon sach Cu6n sach nay dugc bien so~ v6i m\!c tieu de b~ co the tJ! nghien cUu. M~c dil cac cu6n sach dugc bien so~ hoan chinh, nhung neu b~ dugc hu6ng dan, ta va:n va trao d6i tMng tin phan h6i thi hi~u qua hQC s1: cao han. M6i cu6n sach g6m co: • Kien thuc ca ban: g6m nhiing thong tin chi ti€t, nhiing 1m giai thfch va cac VI d\! minh hQa cho cac khai ni~m quan tn;mg. • Bili ~p tJ! ki~m tra: gillp b,!-n khfuIg djnh kha nang tiep thu nhiing kien thUc CCI ban da dage hQC. • Bili ~p thl,l"c hilnh: de b~ khfuIg djnh kha nang ap d\!ng nhiing kien thuc da hQC vao thJ!c ti&1. • Bai ~p Hnh huong: cho phep b,!-n ket hqp ml>t s6 khiii ni~m va lIng d\!ng chUng vao cac tinh hu6ng thJ!c ti~n tll-i cac doanh nghi~p vila va nb<'>. ii • K€ hOl.leh ling d.,ng: eho phep b~n tUng buOc ap d\!ng ki€n thuc da hQc vao thl,fc tien c6ng vi~c ~i doanh nghi~p. HQCd dau B~ c6 the dQc sach lJ bat crr nai. dau. Song M ~t hi~u suat eao nMt, b1!n nen tninh nhilng nai. On ao va c6 v6 tuyen. HQc luc nito Dieu nily hoiln toan ph\! thuc, ghi chep, hoan thi~n philn bili ~p tt! kiem tra, bai t~p tht!c hAnh, va bai t~p tlnh hu6ng. ~ e6 the thao Iu~ ve cac y tuang va kinh nghi~m tht!c t€ vai nhilng ngm'ri khac, vi nhu v~y se giiip b~ nang cao sl,f hieu bi€t va kMc sau nhilng gl mlnh da hQC. Sau khi da hoiln thAnh cac philn bai t~p trong cu6n sach, b~ se bilt tay VaG phan ling dl,mg chung trong vi~c xAy dl,fng k€ ho~ch ling d\lng. Hay trao d6i va; cae d6ng nghi~ptrong doanh nghi~p cua ~ de xay dl,fng k€ h01!ch ling d\lng. Hay c\l the hoa k€ h01!ch hAnh d<>ng thanh lUng buOc va luqng djnh thm gian de hoAn thAnh tUng buOc d6. Nen nha k€ h01!ch ling d\!ng nay Ia m¢t c6ng c\l huang dan h€t suc linh ho~t, kh6ng phai Ia m¢t khu6n kh6 cling nMc. Vai thilng m¢t IiIn, b~ phai kiem tra 11!i k€ h01!ch ling d\lng cua ~ va dieu chinh, n€u tMy ct cai gl d6 duqc ban cho khach hang de ______ _ 2. Thuc an, xe dl)p, sach III san pham ____ _ 3. san pharo bao gam 11ft ca cac I¢ feh va djch v~ ph~ them, giup phan bi~t san pharo cua m(\t doanh nghi~p nay vm sim phiim cua cae doanh nghi~p khac. BAI T~P THVC HANH 1 Hoiln thilnh bang dum day de lam rO ba ca-p d.:> san ph1lm trong trubng hqp dich vu kMch Sl)ll va 6 16 Toyota. San phiim co ban San phiim c\.l th~ san pbiim gia tang Dich V\.I khach ~n Xe Toyota Ke' hOf!£°h Jwa va Phd! triln San pluim 5 Si," ph~m Tieu dung va San phim Cong nghi~p cae doanh nghi~p co tM phan IOl.'-i san philm theo IOl.'-i khach hang sir dl,mg chUng. Sim ph:hn danh cho nguOi lieu dung va cho cac doanh nghi~p (nguOi lieu dung cong nghi~p) duqc sir d"ng va duqc mua thea nhii'ng cach khac nhau. Vi~e hitu ro nhii'ng khae bi~t nay co y nghla rift quan tn;mg d6i vm cae doanh nghi~p VI m6i loO).i s,m phiim yeu diu cae hoO).t dong marketing khae nhau. ffinh 3 M cl).p m(>t s6 dl.'-ng san phiim thu(>c hai IOl.'-i noi tren. san san phim liitu dung phlrn cOng nghi9P thoa man cae nhu c3u ctia ca va dieu d6 anh hui'mg tm vi~ h!a ch<;>n phuong phap marketing cua doanh nghi~p. 6 Ke' hot}ch hoa va Pool lril" San pharo Xa phOng va kern danh fang la lo~i san pharo kMng ~t tien, duqc ban fJ mQi nm. NguOi ta mua cac san phl1m nay thuang xuyen va kMng bO nhieu thOi gian hay tam tn vao vi~c len ke ho~ch mua sfun hay so sanh cac lo~i khac nhau. D1fy la cac san phl1m thu~n ti~n, doanh nghi~p cung c1fp cac lo~ san phl1m nay phai dam 000 lu6n c6 dll san pharo de phl,!C VI). khach hang t~i cac d!a diem thu~ ti~n. HQ cCi giing lam cho khach hang de thay va de fun. Vi dl,!, kyo cao su va b~t lira thuang duqc bay c~ quily thu tien de khach hang c6 the de dang tim tMy chung. / San ph:lm lila chqn, nhu chinl! ten gQi ella chUng, la nhiing san pharo rna nguOi mua thuang so sanh ky luang cac ~c tinh 'nhu sl! phU hc;1p, chat lugng, gia ca, kieu dang. Xe &,p, dO g6, dO gia dl,!ng va qUM ao la nhiing slm pharo thuqc lo~i nay. Khiich hang thuang dilnh nhieu thOi gian, c6ng suc cho vi~c thu th~p tMng tin va so sanh. Doanh nghi~p ban cac san pharo lo~i nay CM quan tam tm quiing cao va xay dl!'lg dl)i ngii nhan vien ban hang M cung cap th6ng tin cho khach hang va thuyet phl,!c hQ mua cac san pharo clla minh. San ph:lm d$c bi~t la nhiing san pharo khiic bi~t hem, co nhiing d~c tinh rieng rna khach hang mong muCin. Xe Honda Spacy va may anh diit tien la nhiing vi dl,! thul)c d~ng nay. NguOi mua mu6n mua chinh san pharo d6 va kh6ng bo nhieu thC1i gian de Il!a chQn, so sanh nua. HI? san sang di xa de mua duqc san pharo minh muCin. Doanh nghi~p ban cac san phllm d~c bi~t khOng CM phili c6 m~t a nhiing d!a diem ti~n lQi nhung hQ ciln phili cho khach hang biet dja chi clla minh. cac cO sa kinh doanh ella doanh nghi~p phai dam 000 tM hi~n uy tin ch1ft lugng cua cOng ty trong cac san phl1m rna hQ ban ra. San phllm khOng d!nh tim la nhOng san pharo rna khach hiing kh6ng biet ho~c thuang kh6ng co y dinh mua. Bao hiem nhan thQ Ja ml)t vi dl,! dien hinh clla san phllm thul)c lo~ nay. Doanh nghi~p cung cap cac slm pharo khOng dinh fim CM phili d\ie bi?t quan tam den marketing. Ke' hOfjch hod va Phdt tdin San pJuim 7 San phim cong nghi~p San philm c6ng nghi~p Ia nhiing san pham rna cac kMch hang ea nhan va t6 ehile mua de ti~p t\lC eM bi~n ho~e sir d\lng eho h~t dc;.ng cua t6 chUc minh. cac t6 chuc mua cae san philm c6ng nghi¢p. Do do nhiing san philm nay kMc vOi san philm ti~u dung cii v~ m\lc dich sir d\lllg va phuong pMp mua ban. Nguyen Ii~u va linh ki~n la nguyen li~u thO va ban thAnh pham duqc nhi! san xuift mua va chUng tra thAnh m~t ~ ph~n cua san philm. Nguy~n li~u thO (nhu Mng, rau va n mrrc d(\ chat lugng sao cho vua dap ting duqc mong muon eila khach hang ml,le tieu, vITa ft nhat phiii ngang bilng vm eMt hrgng san phfim cua cac doi tM qnh tranh eua minh. D~c tinh eua san phl1m Ii'! cong Cl,l c\lflh tmnh eila doanb nghi¢p. Chung e6 the lam cho san ph~ eua doanh nghi~p khac bi~t voi san phfim ciia cac doi thll c<)nh tranh. Do d6, nhfutg doanh nghi~p dau tien dua ra dl)c nnh moi clla san philm se gii'!nh duqc IQ'i the c<)nh tranh quan trQng. C3.ch tot nMt de xac djnh nbfutg dl)c tfnh mm ciia san phAm la tien hanh dieu tra y kien ciia cae khach hang da sir dl,lng silO philm d6. Neu m(\t d;;ic tfnh mm cua san phAm mang l\li gili trj cho kMch hang Ian han mrrc chi phi rna doanh nghi~p ciia b\ln phai tra thi b\ln nen dua them d;;ic Hnh d6 vao san phAm cua minh. Kt' haqch hoa va Phal trie'n San phdm 11 Thiet ke san ph:lm la qua trlnh thiet k€ kitiu dang va ehue nang ella san pham. Thiet ke tot se lam tang ca VI! dyp va tfnh hiln dl,mg ella san pham. No la m~t kMu trong qua tnnh t~o ra mot san phAm Mp dAn, d~ sir dllng, an toan, chi phf sir dung va slra chua tMp, tiet ki~m trong san xuat va pMn phOi. Thiet ke san philm lam gia tang Iqi feh eho khach hang va eho phep doanh nghi~p san xuat ra san philm dap Ung y~u cilu ella khaeh himg thea nhilng phuong thue ri~ng, qua do san phAm ella doanh nghi~p khae bi~t v6i san pham clla cae doi thll c;pili tranh. Thi dll, b~t gi~t OMO co thiet ke bao bl rat rieng bi~t v6i quai xach li6n. LADODA t~o nen lo~i c~p ba 10 d(lc dao nhilt cho h<;lc sinh v6i nhilng hlnh vi! hili hUGC tren do. Thu(lc Hnh cua san pMm chuy~n tai nhUng lqi ich rna san pMm mang I~ cho ngui'ri mua. Nhan hi~u la m~t thui)c tinh quan tn:mg cua slm ph~m. l\<'han hi~u co tM iii ten g<;li, kitlu dang. bitiu tuqng, hoi;ic bat cu d~c ditlm nllO cho phep philn bi~t san philm clla nM cung cap nay v6i san phAm ella cae nM cung ctfp khac. Nhan hi~u thti hi~n sll" earn ket clla doanh nghi~p trong vi~c cung cap cac san ph~m v6i d~c tfnh, lai feh, chat luqng va kitlu dang nMt djnh cho khach hang. M~t nhan hi~u tMnh cong se gianh duqc sll" trung thanh liIu dill clla khach hang. Di6u do giai thich t~i sao cac e6ng ty nhu Sony, Samsung va Panasonic tien Mnh dau tu marketing dai h~n VaG quang cao, tuyen truy6n va san xuilt bao bl nhflm lam cho nhan hi~u ella san philm ngay dng duqc thlr3 nh1l.n ri)ng rai han. Cac nhlin hi~u quen thu~c cung cap cho khach hang tMng tin va clIng c6long tin clla h<;l. Doanh nghi~p nen chQn ten nhan hi~u san philm thoa man cac yeu cau sau day: • Ten nhan hi~u phan anh duqc Iqi fch va cong dllng clla san pham. • Ten nhlin hi~u Him cho cac ho~t dong quang cao tra nen d~ dang han. • Ten nhan hi~u ca'!l co y nghia, d~ d<;lc, d~ nh1l.n hiet va de nM. Tuy nhien, kho co thtl thiet ke m~t ten nhan hi~u dap Ung tat ca cae yeu cau noi tren. Khi doanh nghi~p clla b~ muon chQn m~t ten nhan hi~u, each tot nhat la l1l.p m(lt danh sach cae ten nhlin hi~u, tranh lu1l.n v6 nhilng uu ditlm clla tUng ten nhan hi~u lien quan den ba yeu cau noi Iren, sau do ch<;ln ra ten phil hqp nhat. Doanh nghi~p phai ch<;ln nhilng ten nhan hii?u co khl nang ton t~i Jilu dili. Neu thuemg xuyen d6i ten nhan hi~u, khach hang clla ban se bi nham liin. 12 Ke'hoqch hoil va PMt tri!n Sdn phdm Nhiin hi~u la thu~ tinh quan tn;mg cua m(lt san phAm VI m(lt nhan hi~u thanh cong se lam cho kh:ich bang trung thanh lau dai. Bao bi Bao hIla vi~c thiet kl va san xua:t v~t dl.mg chua dgng san ph:lm. Bao hi ngay dIng triJ nen m(lt cong c~ marketing quan trqng vi no mang il.li cho doanh nghi~p i¢ tM dang ke so v6i cac d6i tM cl.lflh tranh cua mlnh. Chi phi cho hao hi co the chilm t6i 10% gia thanh san ph:lm. Bao hI t6t se: . • Bao bQc va bao ~ duqc san ph:lm. • Thu hUt duqc sl! cM y. • Phan anh duqc n(li dung ben trong. • Day nhanh vi~ ban san pham. • De dong g6i, v~n chuyen san ph:lm thOng qua cac kenh pMn ph6i. • Phil hqp v6i cac yeu cau va quan tAm ve moi wang. Bao hi ngay cang tro thanh m(lt c6ng c\l marketing quan tlVng vi no cO th~ mang Il,li cho doanh nghi~p Icfi the dang k~ so vOl cac d6i thu Cl,Ulh tranh cua minh. Nhiin san phllm duqc in ho~c dan tren hao hi san ph:lm. Nhan san ph:lm thgc hi¢n cac chuc nang sau: • Nhan xac djnh san ph:lm ho~c nhan hi~u. • No mieu tii san phiim: do ai san xua:t, san xuat khi nao, hao g6m nhUng gl (vi d~, cac san phiim thgc ph:lm), cong dt,mg thl nao v.v .... • No tuyen truyen cho san phiim thong qua sl! ha:p dAn cua thiet kl va mau sAc . . Ke hoq.ch haa va Pha! triln San pluim 13 Cac cong ty khac nhau cung cap 56 IU dam nhi~m, phat tri~n cac chien IU'Q'C marketing, phan b6 cac nguon IlfC danh eho marketing va giam sat vi~ thlfe hi~n cae ke ho~ch marketing cho m¢t ho~e m¢t s6 san phllm. H<,> I:~p ke hoaeh va ki~m soar cae hoat d¢ng ~arketing cho san pham cU'a mlnh. Cong vi~e nay doi hOi h<,> phiii quan tam den nghien cUn thi trU'oog va khiieh hang, nghien CUn va phiit tri~n san philm, bao bi va nhan mac, phan ph6i va lieu th\!, quang eao va khueeh truong, phan tfeh va dlf bao tlnh hlnh kinh doanh. H<,> phai xem xet chien luge marketing hbn hgp eho tUng san phiim minh ph\! trach va di6u ehinh cit so lugng nguon Ilfc danh eho mqt san phiim vii each thue cong ty sir d\!ng eac ngu6n Il!c do. Keho(fch hoil i.'{] Phat trie'n San pha"m 17 Trong cac doanh nghi~p vila va nhO, chU doanh nghi~p thuang thl!c hi~n nhi6u chuc nang qui'm Iy ke hO(lch clla ngum ph\! trach san pham, nhung khi vi~c kinh doanh philt trien, dn co ngum ph\! tT1lch san phiim de di'lm nhi~m nhfrng tfllch nhi~m nay. Chuc nang qulm Iy sang kien doi hOi ngum ph\! tfllch san pham phai huang dan qua tdnh t(lO ra san pham mm va dua chung ra thj tmang. He;> chju trach nhi~m v6 qua tdnh pMt trien san phiim mm. De thea kjp nhfrng thay dbi v6 thj hieu va doi hOi clla khach hang, doanh nghi~p phai thuang xuyen philt trien cac san phiim va dich V\J mm. Tuy v~y, day Ia cOng vi~c diiy rlli ro, VI philn Ian cac san phiim mm d6u that bil-i. M~t so nghien cli'u uuc doan rang, tren 80% so san pham mm bi that b(li. M~t doanh nghi~p co the giam thiiu rlIi ro neu doanh nghi~p do philt trien qua trlnh ke hO(lch hoa san phiim mm va thl!c hi~n qua trlnh do Mng cae nil Il!c clla roan ~ doanh nghi~p. Day Iii trach nhi~m Ian clla ngum ph\! trach san pham va ciing thuang doi hoi sl! h6 Irq va tham gia cua cae cap cao nhat rrong ban Hinh d~o doanh nghi~p. Khi vi~ kinh doanh pMt tri~n, nhieu doanh nghi~p vila va nhO can co ngum ph~ trach san phllm ho~c nban hi~u. Phat tri~n cac San ph~m Moi Co nhi-6u nguyen nhan dan Mn sl! tMt b(li eua cae san phiim mm. Dum day Iii m~t so nguyen nhan thuang g~p: • Thiet ke san phiim co the co Iili va san phiim khOng mang l<).i nhfrng I¢ ich rna ngum ta mong d¢. • Ngum san xuat co thi dii danh ghi qua eao nnh hlnh thi tmang. • Ngum san xuat co the dii danh gia thap mac d~ c'!llh tranh. • Gia co the qua eao. • Khue<:h tmang san pham co the chua du m(lnh de thu hUt du so ngum mua. • Gia thanh co thi eao han dl! kien. 18 Ki' hOf!t'h hod va PMt triln San pMm Ok nghien eUu ve nhfrng san phiim mOi khong thanh eong eho thay doanh nghiep phai hi6u sau sik kMch hang m~c tieu, thi twang va d6i thu e?nh tranh eua minh. H9 phai phat trien cae san ph:lm mai eo the mang i;:ti gia tr! cao hem eho kMch hang. Co the phat trien cae san philm nhu v:).y thea bOn cach sau: (Xem Hinh 4) A. PMt trien cac san phfun hi~n eo biing eaeh t?O ra kieu dang, kfch ea, ho~e d?ng mOi eho cae thi truang hi¢n c§. B. Dua cae san phfun mOi van thj twang hi~n co. C. Dua cae san philm hi~n co van cae thj truang maL D. Dua cae san philm mai vao cae thi twang maio San ph§m hi~n co San ph§m moi '" ''0.- " (!) ~.'O .bE Z "" '0 I-- ~ ft: ~ OJ ::I: .6 '8 ~ ... i:'" (0)- ~':.c f-- , .:! SAN PHAM Hlnh 4: Phat [[ien san ph~m moi. Cac y tuang san philm mai xWlt pMt til cae ngu6n ben trong va ben ngoai doanh nghi~p. Cae nguon ben trong ehiem hem 55% cae y tuang san philm maio cae y tuang nay eo the ia ket qua cua ho;;tt d(ing nghien cUu va trien khai hoije tll' eae nhll.n vien eua doanh nghi~p tham gia van si'm xual va thiet ke san philm. Nguai ph\l traeh va nhan vien ban hang cling eo the dua ra nhfrng y luang mai. Mt;>t s6 doanh nghi~p thu hut sang kien eua cae nhll.n vien va co hlnh thuc cong nhll.n va pMt huy cae sang kien co gia Iri nMt. Ke' hO,!ch hOG va Phat trie"n San ph6m 19 Cae ngu6n ben ngoai g6m khaeh hang, d6i thO qnh tranh, nhiing ngum phan ph6i, cung ca'p va nhiing ngum kMc. Y tuOng nay sinh tir vi¢C quan s.il va Ifutg nghe khach hang chiem khoang m(\t phlln tu t6ng s6 9 tUOng san phAm moi. M(\t philn tu con I~i cua 9 tuOng san phAro mm xua't phat tU vi¢C quan sat ho~t d(\ng cua cac d6i thu c~h !Tanh. Ho~t d¢ng quang colo va cac quan h~ khac cila cac d6i thu gqi 9 cho chUng ta nhiing vi¢C hQ dang dl! djnh tien hltnh. cac doanh nghi~p cung thuOOg mua san phAro cua d6i thu Cl1-nh !Tanh, thao rm ra de xem chUng v~n banh the nao va tIm cach copy. La ngum giln gui vm thi tmOOg, nhiing ngum ban Ie (nhiing ngum phan ph6i, cung ting v. v ... ) thuOOg Ia ngum dilu titn phat hi~n ra cac van de cua ngum mua va c6 cac 9 tuOng san phAm mm. cac tl1-P chi thuang m~, h(\i chq thuang m~i, cac nha sang ch€ va cac cong ty nghitn CU'U thj tmOOg cung Ia cac ngu6n khac cua y tUOng san pham mm. BAI T~P TV KlfM TRA 4 Holtn thltnh cac cAu sau biing cach dien vao khoiing tr6ng nhiing tir con thieu. 1. M¢t ngum phI,! trach san philm h0i).c nhiin hi,?u co hai chilc nang chinh: chtic nang va chtic nang ______ _ 2. Trong m(\t doanh nghi~p vira va nb<'> thuOOg thl!c hi~n nhieu chilc nang quan 19 ke ho~ch cua ngum phI,! trach san phAro. 3. M¢t s6 nghitn cUu uOc doon rling, han 80% s6 san phAro mm bj 4. Y tuOOg sang phdm mm xua't phat fir ngu6n ______ va ngu6n 20 Ki'lux;ch hod ... , POOt tri€n san pMm /' .... A' , BAI T~P THVC HANH 3 M~t ngum phlJ tnich san phiUn quan ni~rn Ii! doanh nghi~ clla {lng ta can ngimg ngay vi~c s~ xulft rn~t san phiUn khi gl!.P kho khan trong vi~ tieu thlJ san phiUn do va cho rang doanh nghi~p can pMt tri~n san phiUn rnm de thay the'. Ngum phlJ tr:ich san phiUn Wc co nhMu kinhnghi~rn han thl khfuIg djnh Iaco tM ciU tien san phiUn do va cho dng phl.\n trung tAm eua ke hOl).ch marketing VI chinh cac d~c tfnh va thuqc tinh clla san phllm quyet djnh kh8. nang thOlt man kMch hang. cac quyet djnh san ph:lm tac di.>ng ml).nh den tat eli cac thanh to kMc clla chien lugc marketing h6n hqp (kenh phfln phoi, djnh gia va khuech wong san ph:lm) Ke' hOflch hotf va Phollrie'n SOn phtfm 27 Ke ho~ch ung dvng la gi? K~ hO{lch Oilg d\lng Iii cbng c\l gitip b{ln dng d\lng nh!l'ng gi b{ln h'?C dUQ'c viio thl!c t~ cbng vi~c cua minh. Cu6n sach hu6ng dan vii gitip b{ln mb ta chio!n llIQ'c san pharo hi~n t{li va tuang lai cua b;:m. Lam the nao dG hoan thanh mQt Ke ho~ch ung dvng? B{ln nl:n xem l{li cac tMng tin C(J ban, cac bhl t~p tl! kiem tra, bai ~p thl!c hanh va bili t~p tinh hu6ng rna b;:m da hoan thanh trong cu6n sach nay, va day chinh Iii nhiIng C(J sa ph\lC V\I cho vi~ xay d\ffig k~ ho~ch tffig d\lng clla b;:m. Hay thlJc hi~n ti'rng buoc clla ban ko! hO{lch tffig d\lng. Hay suy ngh) va chu&n b! can tra 1m cho mOi buOc trong k~ hO{lch tffig d,mg. No!u cM thi~t b;:m c6 the tham kMo y kio!n hol,ic 1m khuyl:n clla cac d6ng nghi~p. Lam gi vdi Ke ho~ch ung dvng? Ko! ho~ch Oilg d\lng Ia danh cho b;:m. KI! ho~h d6 khbng dlIQ'C danh gia chiUn diim va khbng ai ph:ii xern l{li trir khi b{lfl yl:u cliu rn~t ngum nao d6 xern xet l{li. Nhu dii nl:u tren, kl! hO{lch tffig d\lng la m~t cbng C\l va m~t ban hU6ng dAn danh cho b{Ifl. Ki' hogch ho6 va Phat triln San p/u1m 29 Sau m¢t thCti gian, bll-n nen xem xet l/!-i ke hOll-ch Ung dl,mg Clla mlnh m¢t cach djnh kY. Hliy stra d6i ke hOll-ch khi can thiet. Hliy xem III-i: • Nhiing gl dang pMt huy rac dl!ng? • Nhiing gl co th~ ph3i ciii tien? • Lam tbe nao d~ co the thl,Ic hi~n cac ciii tien? Hliy thl,Ic hi~n bat cll thay d6i din thiet nao cho bim ke hOll-ch Ung dl!ng clla bll-n. Hliy c~p nh~t ban ke hOll-ch Ung dl!ng thuOng xuyen, VI dl! nhu ba tMng mQt Ian. DlIng quen thira nh~n sl,I tien b¢ clla bl!-ll va hliy lin mllng nhiing thilnh cOng clla mlnh. Neu bl!-ll pMt hi~n ra nhiing khia clI-nh m6i rna bl!-ll quan tArn, hliy hiS sung chung vao ke hOll-ch Ung d\!ng. Bltde tiep thea Bay gia la hie bl!-ll Mt dAu hoiln thilnh Ke hOll-ch ung d\!ng b trang sau. 30 Ki hot;lch Juxj va Pha! triin San phdm 11\ KE HO~CH UNG Dl)NG KE RO~CH HoA vA PHAT TRItN SAN PHAM BU(JC 1: HIEU V£ sAN PHAM 1. Hay ehgn rnl)t san phfun rna doanh nghi~p eua b'!11 san xuAt h~e phfin ph6i. Neu sa hrqe nhfing lqi ich ea ban ella san pham d6 thee ba eAp dl) san pMm. a)~phameaban ____________________________ ___ b) ~ pham e~ the ____________________________ _ e) ~ pMm gia tfing ____________________________ _ Ke' hO{lch hod va PM, lrien San phii'm 31 BU'OC 2: MIEU TA SAN PHAM I. Hay mieu til san phfun ella b'lll: > 2. Neu TO eae d(le diem ella san phfun ella b~n. San pMrn tieu dung San philm cong nghiep o Thu~n ti~n 0 Nguyen li?u va linh ki?n o Lila ehQn 0 Cae san phfun h6 trq o D(lebi~t o san phfun khOng djnh tIm 3. Hay mieu til eae thu¢<: tfnh ella san phfun: a) Ch!l hrQ'llg san pharo ______________ _ b) cae d(le tfnh ella san phfun __ ~ __________ _ c) Kieudang ____________________ ___ 32 K[ hoqch hod va Phd! trie'n San ph(im BtrOc 3: PHAT TRltNCtm:N LtrQC sAN PHAM 1. Hay mieu til ehien lUQ'Csimphfun hi~n hiinh eua blp}. G01 Y: Bfln co dung nhiin hifU Kh6ng? Bgn dung logi bao bi gil Bfln cung dip cho kMch hang dich VI! M trq gil 2. Hay mieu til chien ll1Q"c san ph:im tuong 1ai eua blp}. C6 gl tbay d6i so v6i chien lUQc hi¢n hanh? Ke' h09ch hod va PMt Iriln Sdn phdm 33 BU'OC 4: PHAT TRmN SAN PHAM MOl 1. Hay neu m(it ho~c VID san philm mm nao b~ co dl! dinh pMt trien. / 2. Vm m6i san phAm, hiiy chi ro thi truOng kMch hang ml.lc tieu rna b~ dinh phl.lC Vl,I, mieu ta nhu cAu cua hq va 81m phAm b~n dt,r djnh cung cap de thoa man nhiing yeu cAu do. a) Thi truOng khach hang rnl.lC tieu ___________ _ b) Nhu cAu cua khach hang ______________ _ c) san phAm dl! kien cung cap _____________ _ 3. Hay rnieu ta cac chien luge san philrn b~ dl! dinh se thl!c thi khi dua cac san philm rnm ra thj truOng. 34 Ke' hOlfch hOG va Phd, trii!n San phdm BAI T ~P TV KIEM TRA 1 Hoim thimh cae can san: 1. san philm Iii m(lt cai gl do dugc ban eho khach hang de thoa man m!)t nhu cau. 2. Thuc an. xe d~p, sach iii cae vl)t phllm. 3. san phllm gia tang bao g6m tat ca cae i¢ feh va dich V1,l phl,l them, giup phan bi/?t s1m phiim cim m(\t doanh nghi~p v6i san philm eua cae doanh nghi~p khac. Kf hO(Ich htxi va PMt tdln SOn pJuim 35 BAI T~P TV KIEM TRA 2 Neu cac dtnh ngbia bilng cach holin thlinh cac cAu sau. 1. san phAro tieu dung Iii cac san philm do nhiJng nguOi tieu dung cuol eung mua di! thoa man nhu cau cila ea nban hQ. 2. San phAro thu~n ti~n Iii cae san phAm ma khach hang mua thuang xuyen va it khi chQn h,ra hoi:\e so sanh. 3. San phAro b,Ta chqn Iii eac san ph:im rna khi mua khach hang thuang so slinh dn th~n vi! Hnh phu hqp. ehllt luqng. gia ci va ki~u dang. 4. san phdm d~c bi~t iii cae san ph:im di:\c thil vai nhiJng tinh chat rieng bi~t rna khaeh hang mu6n. 5. san ph lim kMng djnh tim iii cae san pham ma khaeh hang hOi:\c la khOng bilt hOi:\e thuang khOng dl1 d~nh mua . . 6. San phAro c()ng nghi~p Iii cac san ph3m ma cae ca nban hay t6 chue mua di! che bien tiep hoi:\e sir d\lng trong qua trlnh san xuat. 7. Nguyen Ii~u vii linh ki~n Iii nhii'ng san phAro c()ng nghi~p se tra thanh b(l ph:)n diu thanh trong san pham eua nha san xuat. 8. San phAro hb trq iii san phAro c()ng nghi~p hO trll qua trlnh san xUllt hay ho~t d9ng cua nguOi mua nhung khOng tra tMnh m9t b9 ph~n cau tMnh cua san phim cu6i eong. 36 Ki'hOt!ch hod va PMt triln Stin pMm IJAI T ~P TV KIEM TRA 3 Hay chi ra cae diu dum day Ia dung hay sai. 1. Chi phf cho bao bi pMi dugc quan Iy can th~n dli c6 thli a muc dum 10% gia UJanh san phfim. Sai 2. MQt nhlin san phfim dugc thiet k€ hi~u qua se giup ding co nhlin hi~u va t~n tu6i cua cOng ty. Dung 3. cae doanh nghi~p clIn giam thMu cae d~c Hnh cua san phfim dli duy tei gia va gia thanh san phfim a muc tha'p. Sai 4. Nhan hi~u Ia mQt thuQc tfnh quan tn;mg cua san phfim vi mQt nhlin hi~u thanh c~ng se lam cho khach hang trung thanh hon. Dung 5. Djch V\l hi} trg san phfim Ia eac djch V\l rna doanh nghi~p cung ca'p cho kMch hlmg nhrun giup khach hang th\l huang nhiIng 19i fch rna hQ ~ng dgi a san phfirn mQl each d~ dang hon. Dung Ki'hoqch hoa va PMt triln Sdn.phdm 37 BAI T!P TV KIEM TRA 4 Hoan thanh cac cau sau biing cach dien vao khoang tr6ng nhiing tll con thieu. 1. Ngum ph" trach san phlim ho~c nhan hi~u co hai chuc nang chfnh: chUc nang quan Ii ke bo~ch va chUc nang quan Ii sang kien. 2. Trong mqt doanh nghi~p vi'Ia va nha chu duanh nghi¢p thuang thl!c hi~n nhieu chuc nang qUlin 19 ke' ho,!-ch cua ngum ph" trach san phlim. 3. Mqt s6 nghien cUu uOc doan rling, han 80% s6 san phlim mm bi tbat b~i. 4. Y tui'mg san pham mm xuat pMt III nguon ben trung va nguon ben nguru. 38 Ki hO(lch hOG va Pht qu6c gia. Can can thanh toan (Balance o/payments) Dong tien ra vao cua m~t qu6c gia. Cong ty quiing cao (Advertising agency) Cong ty d~ l~p lam cong vi~ dich Vl,I htl trq ngum muon quang cao trong vi~ l~p k~ hO\lch va thl!c hio?n cac chuong tnnh quang cao. Cam nh~n (Perception) cai ta cam tMy nha Cae giac quan. Cam nh~n co tinh ch9n 19C (Selective perception) Sl! nhi).n biet cua kbach hang d6i v&i cac tac nhlln kich thich chi co duqc khi hI:> muon cam nhi).n chUng. Cam nh*n dn y (Subliminal perception) Sl! cam nh~n sau hon muc nhi).n thuc be ngoai .. Cam nMn ve san phi'irn (Product positioning) Noi ve cam nhi).n clla nguai tieu dung ve cac d~c diem, cong d~ng, chAt luqng, uu va nhuqc diem clla mo>t san philm. Cau (Demand) La yeu cau ve hang hoa ciia ngum tieu dung tren thj truang 46 Ke' hO<}ch hod va PMt triln San pluim Cilu ph iii sinh (Derived demand) Trong thi truimg cong nghi~p, Ia nhu cau ve slm philm cong nghi~p, co li<'!n quan den nhu cau ve san phlim ti<'!u dung. Cam v~n (Embargo) ~nh cam holm toan ve vi~ mua ban mqt lo~i hang hoa nao do ho~c quan h~ buon ban vm mqt qu6c gia . . Chao hang don Ie (Individual offering~) MQt trong nhih1g thanh philn co ban cua chien lugc san phlim him hQ'p, chi chao hang mQt san phlim rna tMi. Chao hang ngilu nhien (Cold canvassing) G<;>i di~n chilo hang qua di~n tho~i tm mQt nhom khach hang ngAu nhien; it mang l~i hi~u qua va triin v<;>ng. Chi nbanh ban hang (Sales branch) Chi nhanh clla mQt doanh nghi~p san xuat lam chuc nang kho trung chuyen dieu hang cho tUng khu V\!c thi truimg, chUc nang cong vi~ tuang tl! vai tro clla mqt nhil ban buon dqc l(l.p. Chi phi ban bang tren m(lt don vi san ph:lm (Selling expense ratio) Moi quan h~ gifra chi phi ban hang va tdng san pham thl!c ban. Chi phi co dinh (Fixed costs) Chi phi kMng phlol thu¢c vao khOi IUQ'Ilg san phlim san xuat, vi dlJ nhu chi phi khau hao nha xuimg, chi phi bao hiem. Chi phi co dinh trung blnh (Averagejixed"cost) Bilng tdng chi ph! co dinh chia cho soluQ'Ilg san pham san xuat. Chi phi khii bien (Variable costs) Chi phi co the thay d6i khi san IUQ'Ilg thay ddi, VI dlJ nhu chi phI nguyen v(l.t li~u, tra luang cho ngum san xuat trlJc tiep. Chi phi khii bien trung blnh (Average variable cost) Bilng tdng chi phi kha bien chia cho soluQ'Ilg san phlim san xuat. Chi phi toi uu (Cost trade-offs) Phuung phap "h¢ thong tdng the" ap dlolng cho h~ thOng pMn ph6i. Chi phi t:U mQt so b¢ pMn chuc nang trong cong ty se tang len trong khi i1 mQt so bQ ph(l.n khac se giam xuong, song toan bQ chi phi cho h~ thong pMn ph6i se ill!.t muc toi Uti. Chi phi trung blnh (Average cost) Bilng t6ng chi phi chia cho so IUQ'llg san pMm. Chien IUQc dliy (Pushing strategy) cac ho~t dQng khuech truang san phlim tac dqng trlJc tiep tm cac k<'!nh phan phOi, vi dlJ nhu h8 trq quang cao, chi€t khau, giam gia, ban hang trlJc ti€p va cac ho<).t dqng tTQ' giup ban hang khac cho cac d<).i Iy. Chien IUQc gili (Pricing strategy) MQt nMn to trong cac quyet dinh marketing, no lien quan trlJc tiep tm vi~c lam sao dinh ra duqc m¢t gill ban phai chang rna van mang l<,Ii lqi nhu(l.n cho doanh nghi~p. Ke' h09ch hod va Phd! tritn San pham 47 Chien luqe keo (Pulling strategy) Thong qua cae ho~t dQng khuech truang san phfun de thu hUt tMm kMch hang, lam tang diu. Chien hr<;lc nay thuimg gay suc ep cho ml!Jlg lu&i phan ph6i. Khi nh~n thay cau tang len cac thanh vien clla ml!Jlg lum phan ph6i se ho~t dQng tich c,!c han de dap lIng luqng cilu mm tang nay. Chien hrqe khueeh truoog san phlim (Promotional strategy) MQt philn trang chien lu<;IC marketing, lien quan den ho~t dQng ban hang tIVc tiep, quang cao va cac cong Cl,l khuyen m~i. Chien IU<;le marketing khOng philn bi~t (Undifferentiated marketing) Doanh nghi~p chi san xuat mQt I~i san phfun va chi ap dl,lng mQt h6n hqp marketing duy nMt de tiep c~n nguo'i tieu dung. Chien luge marketing philn bi~t (Differentiated marketing) qp ke ho~ch marketing khac nhau cho tUng phan dOl!Jl thi truCmg trong thi truCmg tOng the. Chien luqe marketing tr<;mg dicgm (Concentrated marketing) Kieu nhu chien lugc marketing phan bi~t, doanh nghi~p chQn mQt phan dOl!Jl trang thi truCmg t6ng thi va danh toan bQ ngu6n l'!c marketing de phl,lC Yl,l phan do~n thi truCmg do. Chien luge phan ph6i (Distribution strategy) MQt khau trong qua trlnh di den quyet djnh marketing, lien quan den vi~c qui'm IS' hang hoa va chQn kenh phan pMi. Chien luge san phlim (Product strategy) La mQt khau ella quyet djnh marketing, g6m: thiet ke bao bl, ten, thuang hi~u, chfnh sach bao hanh bao td, chu ky s6ng cua san phfun va pMt trien san pham mm. Chiet khau mua hang (Trade discount) Khoan giam gia cho lhlinh vien m~ng phan ph6i h~c nguai mua do dap lIng du<;IC mQt s6 chuc nang marketing do cong ty de ra. COn dugc gQi la chitt khau thee chuc nang. Chiet khau mua hang vOi s6 luqng Ian (Quantity discount) Giam gia ban khi kMch hang mua vm s6 luqng nhieu. Chiet kMu mua hang co tM ap dl,lng h~c tren CC1 sa cQng d6n (cQng d6n luqng mua clla khach hang do trong mQt khoang thm gian nhat djnh), ho~ tren CC1 sa giiim gia ngay cho tUng liln mua (mua liln nao giiim gia liln do). Chu nghia nguill tieu dung (Consumerism) Ngum lam marketing quan tam d~c bilit tm nhu cilu va u&c mu6n clla nguai tieu dung khi hQ dua ra nhilng quyet djnh marketing. Chu ky sOng eua san phllm (Product life cycle) BAt dilu tu khi san pMm fa dill cho tm khi mat di. MQt chu ky s6ng g6m cac giai do~n: tham nh~p, tang truCmg, bao hoa va suy thoai. Chuoi eira hang (Chain stores) T~p hqp cac cira hang ban Ie cung mQt h~ th6ng quan IS' va ban cling mQt lo~ san phfun. 48 Ke' hOCfch hod va Phat triin Sdn phdm Chuin bi hang (Sorting) cac kenh phan ph6i dam hilo duy tTl Im;mg hang t6n kho dll de dap ling nhu cau cua kMch hang, bao g6m cac khau: gom hang, pMn lo<).i hang, ch(;m l<;>c hang. Chfnh sach gia (Pricing policy) Chfnh sach chung xay dlJIlg tren co s6 cac m,!c tieu gia da: de ra. Chinh sach nay duqc sir d,!ng de dua ra nhiIng quyet djnh C,! tM y~ ghl. Chfnh stich gia hOt vang sua (Skimming price) Chinh s3ch di,it gia cao cho san phlim mOi ngay tif khi tMm nh~p thj truimg. Chinh stich gia linh hOl,lt (Flexible pricing) Chfnh 83Ch duy trl ghi cila m()t san phAm luiln co kba nang dao d()ng. Chinh sach gia tham nh~p (Penetration pricing) La chfnh s3ch gia ap d,!ng cho san phlim mOi. Muc gi3 di,it ra hie dau thap han so vOi muc gia ho~ch djnh vt lau dai cho san phAm. Sir dung chfnh s3ch nay de san phAm de duqc thj truimg chap nh~n va chiem lInh duge thj phan. Chinh sach gia theo vimg (Zone pricing) M6i vUng se sir dl]ng m ngiin. Nha san xuat sir dl,!ng nguyen li~u dau VaG re song h<;> van kMng giam gia ban hO(lc tang cuimg tinh nang cua san phlim. Chinh sach tili chinh (Fiscal policy) Sir dl,!ng cae cilng Cl,! thue khoa va chi lieu cila ehfnh phil de kiem soat ntn kinh Ie. Chinh sach tien t~ (Monetary policy) NhiIng ky thu~t chuyen miln kMc nhau rna Ngfln hang dung d~ quan 19 luqng titn va la:i suat de tac d()ng vao ntn kinh te noi chung. Co gian VI! gia eoa cau (Price elasticity of demand) Thu&e do phan iing cua ngum tieu dung vOi m6i sl! thay d6i vt gia. Duge tfnh Mng ti s6 giua phan tram thay d6i luqng du ve m()t san phlim hay djch VI,! v6i phan tram thay d6i vt gia. Co gian ve gia eoa eung (Price elasticity of supply) Thu&c do phan iing clla ngUm san xuat vOi m6i 51! thay d6i ve gia. Duge Hnh Mng Ii s6 giua phan tram thay d6i luqng cung clla m()t san phAm hay djch VI,! v6i phan tram thay d6i v~ gia. Cira hang ehuyen doanh (Specialty store) Cira hang Ie chi ban m()1 lo~i san phlim, vi dl] nhu eira hang ban thjt, cira hang ban giay nam, cira hang ban d6 phI,! nu. Ci'ra hang thu~n ti~n (Convenience retailer) Cira hang ban nhiIng 10~i hang hoa danh cho ngum tieu dung cu6i cung, cM yeu duqc ~t CJ nhiIng nm trung tam, gii'1 rna cu-a dai, thll tl]e thanh toon nhanh, nm d6 xe th~n ti~n. Ki' hOflCh hoa va PMt triln San pJutm 49 D Dii' li~u tit ben ngoai (ExterlUll data) Trong nghien eUu marketing, day lit dfr li~u thu cap, Illy ti:r eae ngu6n th6ng tin ben ngoiti doanh nghi~p. Doanh nghi~p huffltg ve ban hang (Selling-oriented businesses) Doanh nghi~p eM tn;mg vito khau ban hang va chinh sikh khueeh tnrang san ph:im d~ tang doanh s6. Doanh nghi~p huffltg ve khach hang (Customer-oriented businesses) Doanh nghi~p eM tr<;lng tm nhu du ella kMeh hang va ph6i hqp cac ho~t dQng marketing d~ mang I~i sg hai long eho kMeh hang. Doanh nghi~p huffltg ve san phdm (Product-oriented businesses) Cae doanh nghi¢p quan tAm den san xullt han la nhu du clla kMeh hang. Doanh nghi~p trung gian (Intermediary) Doanh nghi¢p ho~t dQng trung gian gifra nha 81m xuift va ngum tieu dung ca. nhan hoi).e ngum tieu dung la de t6 chuc. Cae nba ban Ie va ban buon e6 tbel duqc xep vao nMm nay. Doanh nghi~p v.\in chuyt!n rieng (Private carrier) Doanh nghi¢p lam e6ng tac v~n ehuy~n hitng hoa cho m~t doanh nghi¢p duy nMt khac. Doanh thu (Turnover) TlIng doanh thu trong ca nam. Chi s6 doanh thu thlIi'mg duqc dung d~ danh gia hi~u qua ban hang. Doanh thu trung blnh (Average revenue) Bling Illng doanh thu ehia eho s61uqng san ph:im san xullt. Khi bieu dien tren dtl thi, dui'mg doanh thu trung blnh ehinh la dlIi'mg du Clla m6i doanh nghi~p. DJ! bao doanh 56 (Sales forecast) D1! tinh doanh s6 bling tien ho~c dan vi san ph:im se ban duqc trong khoang thm gian xac dinh trong tuang lai. Con s6 nay thui'mg duqc dlIa ra trong ke ho~h/chuang trinh marketing trong cac dieu ki~n gia thiet ve yeu t6 kinh te va cac yeu t6 khac trong m6i trui'mg ho~t dQng. Dg bao c6 the la d6i vm m~t m~t hang ho~c m~t nh6m m~t hitng. DJ! toan thea d:iu san phftm (Fixed sum per unit) Phuang pMp phan b6 ngan quy, trong d6 cni phi khuech twang san phfun duqc dinh truoe tren eo sa eon s6 nhUng ky tru6c ho~e eon s6 u&: tinh. DJ! tril an toan (Safety stock) Duy tn ttln kho a mue nMt dinh de dam bao doanh nghi~p khong bi tae dQng m~nh khi du thay d6i va khOng bi rm vao dnh tr~ng het hang. 50 Ke'ho(}ch hod va PMt trilnSdn phdm D Danh gia (Qualifying) La m9t khAu trong qua tnnh oon bang de xac dinh li~u m9t nguiri mua tiem nang co the trd thanh khach hlmg khOng. Danh gia tiem nang (Prospecting) M~t khau trang qua tdnh oon hang de tim ra cac khach hang tiem nang. D~i di~n ban himg (Selling agent) Dan vi ban bu{)n trung gian chuyen gi61 thi~u sim philm. D':1i di~n oon hang co toan quyen quyet dinh ve chinh sach gia, n(\i dung cac chuang tnnh khuech wang san philm va thuang cung cilp tai chinh cho nba san xuilt. D~i Iy dQc quyen (Exclusive dealing) Thoa thu1.\n cilm d':1i Iy cua mlnh ban hang cua doi thu c~h tranh. D~i Iy giao nh~n (Freight forwarder) Nguiri ban bu{)n trung gian chuyen lam c{)ng mc gom h1mg cua cac chu hlmg de giolm bar chi phi boc xep hang cho doanh nghi~p. D~i Iy giao nh~n a nuUc ngoai (Foreign freight forwarders) Nguai v~n chuyen trung gian t<:Ii nu&c ngoai chuyen lilm cong tae ph,!c VV vi~c phAn phoi hang cua doanh nghi~p. D::n Iy v~n chuy';n (Common carrier) D':1i Iy cung' cilp dich vv v~n chuyen cho tilt col cae cM gili bang. Dl;ic diem (Features) Cae d~c tlnh cua san pham. D(I co gian (Elasticity) Thm1c do sl!" phan 6ng cua nguai mua va nguai ban v61 mbi bien d9ng vi! gia. D(I thoa dl,mg (Utility) Kha nang mang l<:Ii sl!" thoa man m~t nhu cau C,! the cua m9t hang hoa ho~c dich VV. DQc quyen (Monopoly) Thi truang chi co m~t nguiri ban doi v61 m¢t 10':1i san ph:lm nao do, khtlng co hang thay the. Lulit chong crlu k€t cam m9i hlnh thuc d9c quyen, trir d9c quyen tt}m thOi nhu d9c quyen nhi'! nhan hi~u duqc bao M, hay d9c quyen co di.!u tiel nhu cac cong ty cung dip cac dichvv cong feh. DQc quyen nhOm (Oligopoly) Thi trui'lng co tuang doi it nguai ban, VI d,! nhu thi trui'lng cua cac nganh 0 to, sAt thep, thu6c hi, dau mo. CO nhUng dieu ki~n h<:In che dang ke cho nhUng doi thu C<:Inh tranh VI chi phi ban dau de thAm nh~p thi truang lit rat cao, Dl)ng ro (Drive) anh hubng m~h, dan t61 hanh d9ng. Ke' hot}ch hOll va Philf triin Sun phJm 51 Dc}ng cO' tieu dung (Motive) Tr~g thai tam 19 khitn ngum ta di tm quy€t djnh phai thoa man nhu du rna hQ cam nh~. DuOng cau (Demand curve) Db thj phim anh moi quan h~ giiJa lu<;mg du t~i m6i muc gia. Day chinh HI dUOng doanh thu trung blnh. DuOng cung (Supply curve) Db. thj phan anh moi quan h~ giiJa so hr<;mg mt cong C\I do IUOng hi~u qua cua cac chi tieu khu€ch truang san pharo, bAng cach ki~rn djnh rnuc doanh thu gia tang tren rn(>t dan vi chi tieu. Ky thu~t ban hlmg gia cao (Selling up) Ky thu~t thuy€t ph\lc khach hang rnua rn(>t m{it hang gia cao han so vm rn{it hang ban d(\u djnh rnua. L Luang (Salary) Khoan tien thanh toon c6 dinh dinh ky cho can b., c6ng nhan vien kl! d. nhanvien ban hang. L~m pMt (Inflation) Sg tang muc gia chung dim Mn giam suc mua cua ngum tieu dung. L~p ke ho~ch (Planning) Dg tfnh cac ho~t d(>ng trong tuang lai dl! d~t duqc nhOOg ml,lc tieu doanh nghi~p de ra. L~p ke ho~ch chien IUl1c (Strategic planning) Qua mnh xac djnh cac ml,lc tieu co him cua doanh nghi~p, phan b6 ngu6n 19c va thgc hi~n theo nhOOg buac vt nguon h!e san xuift m(>t san phdm nao do hi~u qua han so vm san xuat m.,t san pharo khac. Lqi ich (Benefits) Gia tIi ve cong dl,lng va tlnh cam rna m¢t san pharo dern l~i cho ngummua. Lo~i bO san phim (Praduct deletion) Lo~i bO vi~c san xuift nhoog san pharo ph\l ra khOi day chuyen san xuift. Ki' hO{lch hOti va PMt triln San piu1m 57 M M6i trllang e~nh tmnh (Competitive environment) Qua trinh CQ sat xay ra tren thi truemg. Moi truang ehinh trj va phap Iy (Political and legal environment) La mt')t bt') ph~n cua m6i truemg marketing, g6m cac lu~t va cac th6ng tu hu6ng dAn hi~n hanh t~i qu6c gia rna doanh nghi~p dang co ho~t dt')ng kinh doanh. Mau thuin ve nh~ thite (Cognitive dissonance) Slflo l~ng tru6c khi di de'n quye't dinh mua hang, xay ra khi trong ban than quan ni~m cua ngum mua (kie'n thuc, tin nguOng, thai dt') co mAu thuan. Ma v~eh quOc te ciia san phiim (Universal product code) Mii v~ch d~c bi~t tren Mng hoa, chi co th~ dung may quet quang hQC ~ dQC. May quet qua h~ th6ng may tinh co tM in ten san phfut va gia ra hoa don ban hang dOng thm tlf dt')ng ngay l~p tuc vao danh ml!c hang ban trong bao cao ban h~c xu1ft hang. Marketing ell nhan (Person marketing) Nhiing ho~t dt')ng marketing ~ thu hut sl,£ quan tam eM 9 va tranh thu earn tlnh eua c6ng chilng vm mt')t ea nhan nao do. cac ting cir vien chfnh tr! va eac nhlin v~t n6i tie'ng thuemg sIr dl!ng ehinh saeh nay. Marketing lui (Demarketing) Cae ho~t dt')ng nhihn dt giiim nhu cliu tieu dung san phfut tren thi trui'mg xu6ng tm mue hgp 19 d~ doanh nghi~p co tM san xullt va dap ting kip. Marketing thu nghi~m (Test marketing) ChQn mt')t khu Vl!c CI,I th~ ho~c mt')t do~ thi trui'mg tuong dOl di~n hlnh cho toan thj truimg d~ gim thi~u san phfut mm va v~ dl,lng chie'n djch khue'ch truong san phtlm. can Cll danh gia ke't qua thu duqc se quye't dinh Ii~u c6 nen tung san phfut do ra tren quy m6 rt')ng hay kh6ng. Marketing y tuimg (Idea marketing) Xac dinh ml!c tieu va marketing mt')t 9 tulmg trong nhom khach hang dii Ilfa chQn. Mot (Fashions) San phtlm dang phd bien, co kha nang l~p l~i vong dm san phfut. Mot nhat thin (Fads) M6t tOn t'!oi thm gian ngAn vi du nhu dong nh~ disco, Ian s6ng mm. Miu (Sample) Nhom d~i di~n. Miu ehulin (Quota sample) Mt')t mau kh6ng ngau nhien duqc phlin chia sao cho ca~ ph:tn ho~c nhom d~i di~n cho toan mau. Miu chum (Cluster sample) Phuong phap 11fy miu theo chum, sau do chQn ra mt')t ho~c 11ft ca cac phan tIr trong chum doliim d6i tuqng nghien cUu. 58 Ke ho,!ch hoa va Phat triln San phlim Miu ngiu nhien h~ thong (Systematic sample) MAu xac SUa! lay Ia't ca cac v~t co s6 thu II! N trong mql danh sach Mliu phan t6 (Stratified sample) Mliu xac xullt duQ'c chqn h,ra sao cho m8i khi chqn mau ngliu nhien a mqt nhom san ph.im nao do no se d~i di~n dUQ'c cho t6ng mliu Miu ti¢n dl}ng (Convenience sample) Mau chqn kh6ng ngau nhien tir nhUng ngum san sling tra 1m. MI}C tieu cua chinh sach gia (Pricing objectives) M~c tieu rna c6ng ty muon d~1 duQ'c thOng qua vi~c ap d~ng cae ehinh sach gia. MI}C tieu duy trl (Status quo objectives) M/?t pMn trong ehie'n hIQ'C gia, m~c tieu cua no la duy trl m(lt muc gia ban 6n dinh. N Nganh d,ch vI} (Tertiary industries) Ngllnh kinh doanh dieh V\!. Nganh thuang ml;li (Trade industries) cac 16 chuc, vi d~ nhu cac nha ban bu6n va ban Ie, mua hllng de ve ban l~ cho ngum khac. Ngay het hl;ln sit dl,lng (Open dating) Cho bitt ngay cu6i cung rna san philm thVC ph.im con co 1M dUQ'c bay Mn. NglJiJi ban buon (Wholesaler) Ban bu6n trung gian co loan quyen quye'l dinh d6i v6'i hllng hoa co trong tay. ThuJ,lt ngu ngum dilu C(] hoJ,lc nha phan ph6i cung am chi d6i tm;mg nay. NglJiJi ban buon djch VI,I trqn goi (Rack jobber) NMn vien ban bu6n marketing m(lt s6 san pham nhllt djnh Mn t*n cac clra hang ban Ie, eung U'ng djch VI! vJ,ln chuyen, slip xe'p, hao hllnh va IJ,lp kho dl! trU ~i quily ban. NglJiJi ban Ie (Retailer) Ngum trung gian ban san pham den tay ngum tieu dung cu6i cung. NglJiJi cO tieng noi quan trqng (Opinion leader) Ngum co tie'ng noi quan trqng trong m(lt nhOm. <; kitn cua nhUng ngum nay thuimg rAJ duQ'C t6n tr<;mg, nguOi khac IUOn fun dtn h<;> de xin 1m khuyen. Uri khuyen clla h<;> thui'mg III myt trong nhUng ngu6n thOng tin ve cae san pham m6'i. ·NglJiJi m6i gi6'i (Broker) Ut ~i 1<; ban bu6n M trQ' ho~t d(lng marketing bAng each t6 chuc eho ngum mua va ngum ban t~i nhUng vilng dja 1<; pMn tan g~p duQ'C nhau. NglJiJi nh~n (Receiver) Ngum nh~n cae thOng di~p tri!e titp tu M th6ng truyen th6ng. K£ hoq.ch hot. va PIuU triln Sdn pIuim 59 Ngl1m phy trach san phiim (Product manager) Nguiri dUng ra quan 19 m.:?t hoij.c m';'t nhom san phfun. Nguo do hOlm toan ehju tnieh nhi~m ve vi~e xae djnh ml}c tieu va I~p ehi€n luqc marketing. Ngl10i tieu dung tien phong (Consumer innovator) Nguoi tieu dung d1iu tien eua m¢t san phAm hoij.e djeh V\l mm. Nghien clIu mang Hnh khai ph3 (Exploratory research) cae nghien eUu nh~m giup ngum ta hieu ky, sau han nua cae Vlln de xay ra, tim hieu nguyen nMn va nhwg anh huang. Nghien clIu ve kha nang cung cap (Supply study) Phong van ngum tieu dung de co duqc nhwg tMng tin ve thai d9, nMn xet, d9ng co mua hang eua he;>. Thuang dl1qc thl!'e hi~n dUm ba hlnh thue: phong van qua di~n tho~i, qua thu va phong van tflJe ti€p. Nguyen v:)t li~u thO (Raw materials) V~t li~u dllu vao nhu san phfun n6ng nghi~p (Iua, Mng, sua) hoile san phllm II!' nhien (dbng, quilng kim l~i, than) de san xuat ra san philm eu6i ciing. Khi phan phfun cap nguyen vii-t li~u, nguiri mua se duqc dam bao rAng san phAm quy ehuiin va co ding milt bing ehilt lagng. Nguyen v:)t li~u trung gian (Component parts and materials) Trong thi truang de t6 ehue, nhwg san phi\m e6ng nghi¢p da holm thi~n tra thanh chi ti€t eua san phi\m eu6i eung. Nhan khAu hQc (Demographics) Nghien eUu cae dile diem eua ngum mua tiem nang, nha : tu6i, gi6i tfnh, mue thu nh~p. Nha san xuat (Producers) Ngam mua san phfun he;>ij.e djch V\l ve d~ ti€p tye san xuat ra san phfun hoij.e dieh V\l kMc. Nhiin bi~u (Brand) Ten g<,>i, k9 hi¢u, bieu tugng, thie'! ke', hoij.e ket h<;lp eua cae yeu t6 tren, dung d~ phan bi~! san phi\m eua doanh nghi~p vm san phiim eua cae doanh nghi¢p e~h tranh. NhAn hi¢u duqc ua chu(lng hon (Brand preference) La giai do~n thu hai trong qua trinh ehilp nh~ nh1in hi¢u eua m.:?1 san phim. Khaeh hang sau Ihm gian dung thi'! tro nen thleh dung san phfun do han san phfun eua hang khae co ban tren thi tmang. Nhan hi¢u ell bi¢t (Individual brand) Chien luqc danh nh1in hi~u rieng cho tirng san phAm trong nhOm cung lo~i chu kMng ge;>i chung ca nhom dam cung m';'t ten. NbAn hi~u duy nhat duqc ua chu(lng (Brand insistence) La giai do~ cu6i cung trong qua mnh chap nhii-n nh1in hi¢u cua m91 san phfun. KMch hang chi chap nh~n dung hang dung nhan hi¢u do rna kMng chap nh~n san ph1im Ihay the', h<,> urn mua biing daqc hang do m6i th6i. 60 Ke'hOlJch hoa va Phdt triln San pMm Nhan hi~u qu6c gia (National brands) Quy djnh bffi nba san xuat. Tren thl!c t€ doi khi nglIm ta g~i no la nhiin hi~u clia nglIm san xua:r. Nhan hi~u rieng (Private brand) Mqt nhOm cac san phfun dlI<,1C mQt nglIm ban buon hay ban Ie sAp vao mQt nhom cung ten do h~ Il!a eh~n. Nh~n biet nhan hi~u (Brand recognition) La giai dO(ll1 thu nhat tTOng qua trlnh cMp nMn nhiin hi~u clla mQt san ph.1m. Kh:ich hang co the pharr bi~t nhiin hi~u ella san phAm nay VOl cae nhiin hi~u ella san pham khac. Nh~n thue (Cognitions) Ki€n thUe, tfn nglIoog va thai dQ eila con nglIm v6 nhiIng sl! ki~n C\l the. Nh~p khiiu (Importing) Mua hang tir nlIoc ngoai. Nh6m hang tiem thue (Evoked set) Khi nglIm tieu dung quyet dinh mua hang, hQ Iuon co san trong dau mot s6 nhiin hi~u hang hoa hQ dii tirng sil d\lng tmOc d.1y. Nh6m san philm (Product line) Ti).p hqp cae san pham lien quan den nhau. Nhu Cliu (Need) Khi cam thay thi€u mQt cai gi do, sl! khac bi~t giua tinh tf(ll1g hi~n thl,fC va tinh ~ng dang lIac mu6n. Nhu diu eo khii nang thanh toan (Customer demands) Ut nhu cAu e\l tM co khit nang chi tra. Nhu diu e~ th~ (Customer wants) C\I the hoa nhu cAu tl! nhien thea d~c diem van hoa, 16i s6ng va kinh nghi~m clla m6i ca nh.1n. Nhu eau tl! nhien (Customer needs) La mQt pharr oon chat CO ban ella con nglIm, g6m: nhu cau v:).t chat v6 thuc an, quan ao, 51f sum am, 51f an toan; nhu eIlu xii hQi ve ella clii, dia vj; nhu diu c:i nharr ve kien thuc, 51! tlI khimg djnh. o o nhiem(Pollution) La thu:).t ngit da nghia, thuang co nghia la "g.1y ban"; ngoru ra c6 the hieu theo nghia moi tmang 6 nhiem (nuoc va kh6ng khf) va van hoa 6 nhiem (khieu tham my va tri thue). p PM ghi (Devaluation) Khi mQt qu6c gia danh 5\1t gia d6ng nQi t~ so vOi Yang ho~c vOi dong ngo~i t~ khiic. Phlln do;;tn theo yeu to nhlin khiiu hQc (Demographic segmentation) Chia dfin 56 thanh cae nhom tlIong dong thea cae tieu chi nhlI tu6i, giOi tfnh, muc thu nh~p. Ke' hotJ,ch hOD va Phdt triln san pluim 61 Philn dOl,ln theo yeu to d!a If (Geographic segmentation) Chia dan s6 thoo tieu chi clmg khu "'!C. Philn phoi di)c quyen (Exclusive distribution) Philn ph6i co Hnh bet suc chQn IQc, nM san xullt chQn m¢t nM ban bu6n ho~c ban Ie dtS Irao toan quyen ve vi~c ban san phdm t\1i m¢t vimg/khu yVc xac dinh. Philn phOi co Hnh chQn I"c (Selectivti distribution) Sir dl,lng m\lDg Ium ban Ie h\lD che, co-Hnh chQn IQC M phan ph6i san pMm clla mlnh. Philn tich dic!m hoa von (Break-even analysis) Qua mnh danh gia 19i nhu~n thu ve vm cac muc gia h,ra chQn. Philn tich dil!m hoa von kic!u mOi (Modified breakeven analysis) Ky thu~t xAy d1,l'llg chinh sach gia !ren co sa ket hQ'p m6 hlnh philn tich diem hoa v6n kitSu truyen th6ng vm vi~c danh gia nhu cllu tieu dung. Philn tich ket qua ban hang (Sales analysis) Nghien cUu cac s6 Ii~u n¢i b¢ ve vi~c ban h,mg, thea do cO philn tfeh chi tiet tUng cAu philn dtS co du<;yc nhfrng th6ng tin hUn fch hon. Philn tich xu the (Trend analysis) Phuong phap uac tinh doanh s6 thl!c hi~n tren CCJ sa phAn tich cac soli~u thong ke ve doanh so thu duqc Irong thm gian truac do. Phuong phap t6ng chi phi (Total-cost approach) Tinh t6ng chi phi clla toon b¢ cac khoan ml,lc chi phi clla h~ thong pMn phoi chu kh6ng tach rieng tUng khoan. Phan Ung (Response) Phan ling clla ngum tieu dung doi vm m¢t yeu to tic d¢ng h~c m¢t d¢ng CCJ. Phi'mg van thao lu(m theo nhOm (Focus group interview) Nghien cUu marketing de thu tMp th6ng tin tren co sa phOng vAn thao lulj,n thea nh6m g6m tli: 8 den 12 ca nhiln tl!-i cung m¢t khu "'!C, thoo cung m¢t Chll M. Philn tram tbng lqi nhu~n (Gross margin percentage) Phuong phap danh gia cho bier philn Iram doanh thu bU dItp duqc chi phi va mang ll!-i 19i nhu~n sau khi dii trU: chi phi san xullt ra luqng san pMm oon ra trong m¢t thm gian xac dinh. Phieu giam gia (Coupon) LA c6ng Cl,l khuech tTUong san phim, thuang duqc t~g cho nguai mua dtS nhi,ln duqc giam gia cho llin mua tiep sau. Q Qua tnnh chap nh~n (Adoption process) M¢t 10\1t cac quyet dinh khac nhau clla khach hang d6i vm m¢t san phim mm. Qua trlnh cMp nhi,ln clla khach hang g6m cac buac cl,l thtS sau: nh~n biet sl! co m~t clla san phQrn, quan HIm, danh gia, dung thir va cMp nh~n. 62 Ke'ho,!ch hoa va PMllriin San pluim Qua trinh ph6 bien san philm mm (Diffusion process) Nho do rna m(Jt San pharo se duqc ngum tieu dung trong m(Jt nhom e(Jng dOng ehifp nM.n. Qua trinh trao d6i (Exchange process) Qua tnnh hai ben trao d6i m(Jt thrr gi do co gill IT! de eung tbOa man nhu e:lU ella minh. Quang cao (Advertising) GiOi thi~u v6 san pharo eho m(Jt luqng khaeh hang tiem nang IOn tMng qua cae phuang ti~n tMng tin d~i chUng de h" bie"t va mua hang ella minh. Quang cao ban Ie (Retail advertising) Quang cao ban hang trt!c ti€p t~i cac cim hang ban Ie. Quang cao c(mg hic (Cooperative advertising) Chi phi eho chuang trinh quang cao do ngum ban hang va nha san xu!!t eung chiu. Quang cao tl.li chb (Point-of-purchase advertising) SiI d~ng hinh anh tuyen truy6n va trlnh dien de khu€eh tn1ang san philm vao thm diem va t~i dja diem giin 1i6n vOi quye't djnh mua hang eua khaeh. Quang cao so sanh (Comparative advertising) Thuye"t ph~c khaeh hang mua san pham. Mng each so sanh vOi mQt san pham eung lo~i eua d6i tM e~nh tranh. Quang cao tren do dung (Specialty advertising) Quang d.o thong qua nhfrng do dung co in ten tu6i, dja chi nm san xu!!t va thong di~p quang cao, thuang duqc in tren cae san pharo nhu lich, bUt, Iieh thi dau tM thao. Quang cao thOng tin ve san philm (Informative product advertising) Quang eao de t~o nhu cau ban dau v6 m(Jt san phllm. Quan h~ cong chung (public relations) Quan h? ella doanh nghi?p vOi c(Jng dOng trong do co khach hang, nha cung tIng, e6 dong, nhan vien, ehfnh quy6n, cae t6 chuc xii hQi. Quan h~ cong chung (Publicity) M(Jt philn eua quan he'? c(Jng dong lien quan de"n khu&h tnrang san pham ho~c dich ~ ella doanh nghi~p. Quay vong dl! trii' (Stock turnover) S6 hill quay vong m(Jt ILrang dt! IIii' binh quan trong nam. Quy cach philm chat (Specifications) Mo ta Mng van ban v6 m(Jt san pharo hay djch ~ rna doanh nghi?p ciin. Ngum dau tMu ti6m nang se can eu vao do eli xem Ii~u minh co san xuat/ cung cap san pharo/dich ~ do duqc khOng r6i mOi quy€t djnh tham gia bb tMu. Quyen cua ngum tieu dung (Consumer rights) Quy6n duqc an toan khi sir d~ng san pharo, quy6n dlIqc thong biio, quy6n dui thao o C6ng lac IU van o TI! nghien cUu 4. Ly do chinh rna b~n rnua cu6n sach? o M(>t s6 ngum gio; thi¢u cu6n saeh vo; t6i o Cu6n s.kh la titi li¢u Mt bu(>c trong khoa h,?C rna t6i tharn dl! o T6i nghi ding cu6n sach co the giup t6i khm sl! c6ng vi\\c kinh doanh cua rnlnh o T6i nghi rling cu6n saeh co tho! giup 16i elii lien c6ng vi¢e kinh doanh hi~n nay eua rnlnh o T6i Ihieh cach lrinh bay cila cu6n sach o Cu6n sach nay rUon so vo; rn(>t s6 cu6n sach tuong II! 5. Phlin nao eua eu6n sach dugc b~ nghien cUu nhieu nhat? 0 Biti I~p II! kio!rn tra 0 Biii I~p thl!c hllnh 0 Bill l\lp Ilnh hu6ng 0 Ke ho~ch Ilng d\mg 0 N(>i dung cua cu6n sach 0 Phlin khac 6. Phan nao cua cu6n sach dugc b~ nghien cUu it nhal? 0 Bai I:).p II! kiern Ira 0 Bili t:).p Ihl!<' hllnh 0 Biii I,!p Imh hu6ng 0 K€ ho,!-ch Ilng d~ng 0 N(>i dung cua cu6n sach 0 Ph:in khac 7. Neu b~ Iii chi! doanh nghi¢p, b~n dii ap dl,mg nhfrng kien thue nghi6n cti'u dugc tiI cu6n sach nay vao th,!c te cong vi¢c kinh doanh clla minh nhu the nao? o Toi dil hieu bi"t dU