🔙 Quay lại trang tải sách pdf ebook Khuếch Trương Sản Phẩm Và Quảng Cáo Ebooks Nhóm Zalo Khueeh truung San pham " ., , vaquangeao Quin tri Marketing trong cie Doanh nghl,p Vila va Nh6 uong Irinh PM! tri.!n DII an Me KOng Chu'c:mg trinh phit trier. d. an Mi kOng Quan tr! Marketing trong cac Doanh nghi~p Vila va Nho Khuech trlldng San ph~m va Quang cao TAl BAN LAN THO' I OPEN LEARNING AGENCY Chuong trlnh PMt triin Dl! an Me Kong tai trg Vi~ ~ hqc Ma OLA (Canada) bien so~ Cuon sach nay do Chuang trlnh PMt tri€!n DI! an Me Kong gill ban quy~n © 2001 KMng dugc sao chep ho~c sua d6i neu kMng dugc phep biing van ban ella Chuong trlnh PMt triin Dl! an Me Kong. LUDY Cuan saeh nay duge x1l.y dlp1g Iren co sa tai Ii~u giang d<).y tren lap do Vi~n Quim tr! Kinh doanh - Dl,li h,?c Kinh te Quoc dan, Ha N(ii pMr triin vOi sl! tai trq ella Chul1llg trinh PMt tri~n DI! an Me Kong. Nh6m bien so~ W li~u do Th~c SI Nguyen Quynh Chi chju trach nhi~m chfnh. Cuan sach nay khong dugc sao chep ho~c sua dbi khi chua duqe phep biing van ban cila Chuong trlnh PMt triin DVan Me Kong. Chuang trlnh PMt trien DI)' an Me Kong (MPDF) duqc thilnh I~p nam 1997 nham h6 trq sl)' hinh thanh va pMt trien cua cac doanh nghii;p til' nMn vtra va nho 0 Vii;t Nam, Lao va Cfunpuchia. MPDF hi) trq ky thu"lt cho cac doanh nghii;p trong qua tclnh chuAn bj cac dl! an dau til' vai qui mo ttl 250.000 den 10 trii;u dOla My. MPDF ding tai trq vi~c dim t\lO cac nhil quan If doanh nghi~p vtra va nho, cac nglln hlmg dip tin dlfng cho cac doanh nghi~p vtla va nho, cling nhu cac t6 chuc cung cap djch VIf h6 trq cho doanh nghi~p. MPDF duQ'c di6u hanh boi Cbng ty Tai chinh Qu6c te (IFC) va duqc till Irq bOi Ngan hang Phar tri~n Chllu A (ADB), Oxtraylia, Canada, Philn Lan, COng ty Tai chinh Qu6c te (IFC), Nh*t Ban, Na Uy, Thlfy Di~n, Thlfy Si va Vuang qu6c Anh. Neu can biet them tMng tin, xin lien h~ vOi ba't ky van phOng nao clla MPDF t\li Ha Nqi, Thanh pho H6 Chi Minh, Phnom penh, ho;tc Vieng Chan thea dja chi sau: Ha N(li, Vi~t Nam (Trl,! so chinh) 63 Pho Ly Thai T6, Tang 7 Di~n tho~i: (84-4) 824 7892 Fax: (84-4) 824 7898 Thanh pM H6 Chi Minh, Vi~t Nam Somerset Chancellor Court Phong 3B, Uu 3 21-23 Nguy~n Thj Minh Khai, Qu*n 1 Dii;n tho\li: (84-8) 823 5266 Fax: (84-8) 823 5271 Phnom Penh, Campuchia 175 Norodom Boulevard Sangkat Boeung Keng Kang 1 Di~n tho\li: (855-23) 219365 Fax: (855-23) 21 9361 Vieng Chan, Lito Nehru Road, Pathou Xay POBox 9690 Di¢n tho\li: (856-21) 45 0017 Fax: (856-21) 450020 VI,! Doanh nghi~p Vim va NbO, NgAn hang The giOi 2121 Pennylvania Avenue, NW Washington, DC 20433, USA Di¢n tho\li: 202-473-6683 Fax: 202-522-3742 Giai thieu • Ch ltcsng trinh £lao tClio Quan 19 danh cho cac Doanh nghi~p VlJa va Nho -? Tong quan Chltong trinh Daa tao Qudn IS> danh eha C(Jc Daanh nghiijp Vtl'a va NluJ duqc bi~n so~n cho cac nha qulm 15' va chu doanh nghii?p vita va nhO. La ngum chu ho~c nguai qulm 15' doanh nghii?p nhc" b~ quan tam den nhi~u khia c~h cua vii?c di~u hanh mQt doanh nghii?p. Chuang trlnh nay se cung cap cho b~n m¢t bQ tai lii?u huang dan v~ marketing trong quan 15' doanh nghil;p. BQ tai lil;u nay d~ c~p den cae chu d~ sau: • Xae djnh eac kMi nii?m marketing • 11m th~p thong tin v~ kMch hang. • PMt tri~n ca.c th6ng tin v~ qua trlnh va xu hu6n.g mua hang cua kMch hang • Xac djnh va 1J!a chqn thi trUOng mtec ti~u phil hgp. • Ke ho~ch hoa va pMt trien san phfun. • Phat trien marketing ehii trqng moi quan h~ va dieh Vte kMeh hang. • Phat trien chien luqc quiing cao eho doanh nghi~p • Dinh gia va chien luge ve gia. B¢ tai li~u ve marketing eua Chltong trinh Dao t(}O Qudn IS> danh eha ale Doanh nghiijp Vtl'a va Nho duqe bien so~n nhiim giiip cac chu doanh nghi~p va nha quan 15' doanh nghil;p nfun viing tat cii cae buoe trong qua trlnh marketing. M6i euon sach nghien cUn mQt khfa c~h Cte tM cua ho~t dQng marketing. Qua tling cuon sach v~ marketing, b~ se h<,lc duqc each l~p ke ho~ch marketing va ling dteng ke ho"",h do vito thl!c te doanh nghil;p minh. cae cu6n sach ve marketing bao gam nhling n¢i dung chfnh nhu sau: • Giiii thich sI! kMc nhau gifra nhu diu tl! nhien, nhu diu Cte the va nhu diu co khii nang thanh toan eua kMch hang. • Philn bi~t dugc sl! kMc nhau gifra d~c diem va Iqi ich clla san phdm rna nguoi ban hang ban cho khach hang. • Xay d\fOg ke ho~ch marketing sao cho phu h@ vai ke ho~ch kinh doanh tdng thi! clla doanh nghi~p. • Mo ta cac bu6c l~p ke ho\\ch marketing. • Xac djnh thong tin va thu th~p cac thOng tin clIn thiet cho vi/?c ra cae quyet dinh ve, chien luqc marketing. • Xae djnh va thu th~p thong tin v(; kMch hang va til' khach hang. • PhAn tich va phan do~n thi trucrng trong kinh doanh. • L!!,a eh. ii • Ke' ho~ch U'ng dl,mg: cho phep b~n tirng buac ap dl,mg kien thuc da h<;>c vao thl!c tien cong vi~c tl!i doanh nghi~p. HQc d diiu B~n co tM dQc sach a Mt cu nai dau. Song M d~t hi~u suift cao nMt, b~n nen tranh nhilng nai 6n ao va co vo tuyen. HQc luc nao Dieu nay hoan toan phJ! thu(>c vao b~n. Co the b<)Jl chi mlft 8 tieng d6ng ho la da hQc xong m(>t cuon sach, nhung neu b~n dln nhieu thOi gian han thl cling khong nen 10 lling VI vOi mili mon hi nguOi deu hQc vOi toc d(> khac nhau. Tot nMt la nen d~t ke ho~ch truac v1l d1lnh m(>t khoang thOi gian nao do tTOng nhilng ngiiy nhilt dinh de holm th1lnh m(>t cu6n sach thl se hio?u qua han. HQc nhuthe nao Khong nen qua non nong, hay b6 tri m(>t thOi gian bieu deu d~, vi dJ! nhu mili IlIn chi h<;>c m(>t tieng. HQc d6u d~n se co ket quii tot han nhieu 111 thlnh thooing hQc don trong m(>t thOi gian d1\i. Hay chuyen tam vao nhUng di6u b<)Jl dang h<;>c, dc. Sau khi da hoan thiinh cac phan bai t(\p tTOng cuon sach, b<)Jl se Mt tay viio philn lIng dJ!ng chUng tTOng vi~c xay dl!flg ke ho~ch lIng dJ!ng. Hay trao d6i vOi cac dong nghi~p tTOng doanh nghio?p cua b~n de xay dl!flg ke ho~ch lIng dJ!ng. Hay CJ! the hoa ke ho~ch h1lnh d(>ng thanh tirng buac v1l luqng dinh thOi gian de ho~m thilnh tirng buac do. Nen nha ko!' ho~ch lIng d,!ng nay 111 m(>t cong C,! huang din bet suc linh ho~t, khong phiii 111 m(>t khuon kh6 clIng nhAc. Viii thang m(>t Iiln, b<)Jl phc tiep theo hay d khong hiilu ro ve slm phAm, ve cach vl).n hilnh va nhiing J¢ ich mil san phAm co thi\' dem J~i. KhwiCh IrUdng San pha;n Vii Qudng coo 3 • T~o long tin d6i v6'i san pham va doanh nghi~p khi khaeh himg dii bitt v~ san pham nhllng chua hoan toan tin vao gia trj eua san pharo. • Thuytt ph\lc khaeh hang dng cae lqi feh eua slm pham 100 han chi phi h~ bO Chua biet >'\ Quen ra va M h~ quytt djnh phai mua san pharo. Khui'ch tnmng I ,. C Biet ve san phtlm -' , , I Thong tin KhOng h(~u Hii'u ve sfm phtlm I -' " , , I Nghi ngo Stltin c,y I I Tin vao san phtlm P'-:: I Nhan thltc I Bang ve"lQ!i ich I quan Mua --" I Hinh 1: Ok M'.lc tieu khu6ch truang san phfun Cae doanh nghi~p khtmg quan tam day du tm khaeh himg se thay r~g kMeh hang kh6ng mua san pharo ella h~, the hi~n biing cae dUc thi, tro chai va tro chai co thuang • Hang khuyen m~i va qua tang • Hang mau • Hgi chq va trung bay thuang m~i • Trien Him • Bi~u di~n thl!c himh slm phAm • Phieu giam gia • T ra I"i mgt phiin ti8n hang • Hi trq liii suAt thap • Giai trf Bang 2: Cae cOng CI;I xuc tie'n ban hang. cac cong cI.' xuc tien ban hang rat hfru dI.'ng VI chUng gay chu 9 va IhuOOg xuyen cung cap nhiffig thOng tin khuyen khfch khach hang mua san phAm. DO thuOOg la mgt s6 pMn thuang ho\ic cac hinh thUc khuyen khfch khiie va doi khi Iii \oi mai Irl!e tiep mua san phAm. Quang cao eo th~ khuyen khfch khiich hang mua mgt san phAm, nhung cae ho;:tt dgng xue lien ban hang I(li khuyen khfch khiieh hang mua san phfun do ngay lue thl. Xue tien ban hang eo the duqc su dl,mg de t~o ra m,>t phlln ti'ng manh han vii nhanh chong han. Tuy v!ly, cac lae dl,mg ella chung khOng keo dili va chUng khong dem l;:ti ket qua t6t trong vi~c xay dl!llg nhiln hi~u duqc un chw?ng lau dai. Quan h~ cong chung !<:to ra nhan thuc co \qi cua eong chung ve san phli'm. Cae m!!e tieu ella quan h~ eong chUng la khu&:h truang san phAm, t(lo \!lP hlnh anh tot v8 doanh nghi~p va xu 19 hoac chan dUng cac tin d6n. cau ehuy~n va cae SI! ki~n bat \qi. Quan h~ eong chung Ia vi~c dang tai tren thOng tin d(li chung nao do nhiim lang cuOOg vi~ ban hang, song cac doanh nghi~p nM khong Ira tien eho vi~c dang tai nay. Vf dl!, cae doanh nghi~p nM co the dong gop Mng hang hoa, dich VI! ho!!.e tien eho cac t6 chuc xii hgi ho\ic rai trq cho cae sl! ki~n clla hO(lt dgng cgng d6ng nhiim t(lo ra sl! nh!ln biet dang ke tu cong chUng. Bang 3 neu fa m9t IO,!1 cae ho')t dgng quan h() cong chling. Khuei.:h lruung San phifm va Quang cao 7 Cae c(m~ eli quan hI) dm~ ehtin~ • Bm viet tren bao chi • Bai phat bieu • HQi thao • Bao cao hang nam • Quy~n gop ti1 thi~n • Tai trq • cac an pham • Quan h¢ cqng dong • V~n dQng • T~p cm doanh nghi¢p • cac sV ki¢n ~c bi~t Bang 3: Cae c()ng C1! quan h~ eOng chUng. Quan h~ c{lng chung dong gop vao khu&h wong san pharo h6n hgp ba di1-c tnmg ri~ng bi~t: 1. cac boo phOng sl,l' xac thlp: h(fll va dang tin ~' Ia tin tilc cM kMng phai la mQt th{lng bao ban hang. 3. Quan h~ c{lng chung, gi6ng nhu quang cao, co the kich ban hod san phlim hOi!-c doanh nghi~p. cac doanh nghi~p vtra va nho thuang kMng sir d~ng t6i da quan h~ cong chUng, tuy chuong trlnh quan h~ cong cMng t6t co the iii mQt tac nhan cl,l'c kY hi~u qua trong khuech wong san pharo Mn hgp. Ban hang trl1c tiep HI vi~c nhan vien ban hang cua mQt doanh nghi~p thl,l'c hi~ fn!C tiep vi~ ban hang cho khach hang. Doi khi, ban h~mg trl,i'c tiep iii c{lng c~ khuech truong san phlim hiiu hi?u nha't, vi d~ khi khach hang dii san sang mua nhung con chua Il!a che;>n chllc chfuI nh1ln hi?u hay san pham. Ban hang trl!c tiep co hi~u qua se khien khach hang cam thay mlnh duqc quan tam rieng va no dem l~i cho cac doanh nghi?p vUa va nho mqt uu diem ro riing so vm cae d6i thu qnh tranh 100 hem v6n thuang khong the de dang luu tam tm ca nhan tUng khach hang, Bang 4 li~t k~ cac cong cv ban hang tfVc tiep rna mQt doanh nghi~p co the sir dVng. 8 Khue(,-h truo'ng San plulm va Quang coo • Thuyet minh ban hang • H¢i nghj ban hitng • Cac chuemg [nnh khuyen khfch • Himgmii.u • H(li chq vitlnIng bity thuemg m:).i Bang 4: Ok cong c~ oon hang true tiep. Ban hang t11!c tiep co m(lt so uu (nem, dii-c bi~t lit so sanh vai quang cao. Ban hang t11!c liep lit sl! giao liep t11!c di~n giua cae ca nMn, do do m6i ngum co 1M quan sat nhu diu vit dii-c dj;~m cua ngum d6i Iho:).i vit hQ co th~ dii!u chinh m(lt each nhanh chOng each thuc ban hitng. Ban hitng tNc tiep cho phep thiet Il,lp m(lt 10:).1 cac m6i quan h~ r¢ng, do do khiich hang duqc phl!C VI! m(lt cach rieng bi~t cho tlIng ca nM-n hem. NhiIng nMn vien ban hang hi~u qua phai xay dJ!Ilg duqc moi quan h~ lau dili vt'ri khach hitng, dam bao duy tel duqc nhiIng ngum mua hang trung thilnh. H~ cM Ian nMt clla ban hang trl!c tiep lit chi phi cao. Vi~c duy tel nMn vien ban hang can phai co sl! cam ket dili h~ (kMng gi6ng quang cao, co tM nhanh chOng bl,lt len hoii-c tat di). cac doanh nghi¢p (; Blk My noi chung dllu tu cho ban hitng t11!c tiep nhii!u It'ri gap ba Ian dliu tu cho quang cao. I I Khu&oh truong San pharrI va Quang CaD 9 \ . ...,.. .:? BAI T ~p TV KIEM TRA 2 Bang sau day eho thay cae ho~t d';'ng khu€ch rrucmg san pham khae nhau. Hay xae dinh mbi ho~t d';'ng phu hqp v& cling ell khuech trucmg san phftm h(m hqp nao. Ho~t dt)ng kbuecb truung Quangcao san pbim Xuc tien ban bang Quan b(! rung cbun~ Ban bang tn,rc tiep An pbim Quang cao Tai trl1 Bi~n quang cao Hangmau Cuqc tbi va tro cboi Bi~u dien tbl,lc banb Bai pbat bi~u Giro tbi(!u ban bang Ap pbleb va to roi H(li cbq va trung bay thuung ml;li Quan h~ c(lng d6ng Tai li~u quang cao va giro tbi~u 10 Khuli:'h trUdng San plufm va Qudng cuo /UAI T ~P THVC HANH 1 Hay neu ren rn¢t Irong nhUng san pham rna doanh nghi~p bl.ill ban: ~ ___ _ I. Trong cac h~t d<>ng khuech tnrong san pham sau dlly, hay xac dinh cac ho').t d<>ng t').o thii.nh khuech tnr<1I1g san pham Mn h<;1P cho san pham nay. Quangcao o An pham quang cao va truyen thanh 0 Baobl 0 Hlnh anh d¢ng 0 Thlli¢u quang cao va giffi thi~u 0 Ap phich va ta rai 0 Danh b'). 0 Tai ban tin quang cao 0 Bien quang cao 0 Bi~n hi~u trung bay 0 Tnmg bay tl!i di6rn ban hang 0 Bi6u tuqng 0 Bang video Xuc tien ban hiing o cac cu¢c thi, Iro ch<1i va Iro ch<1i c6 thuang o Hang khuy~n rn').i va qua $g o Hangmau o H<>i chq va trung bay thuong rn').i o Trilln lam o Billu di.!n thl!c hanh o Phi~u gii'un gili o Tni l').i rn¢t ph1ln tien hang o Till trq 1m sufit thfip o Giru tri Khwfch trlfdng San pht:im va QudnR coo 11 Quan h~ c6ng chUng 0 Bai vi€t tren bao chi 0 BID pbat bieu 0 HQitMo / 0 Bao cao hang nllm 0 Quylln gOp tu thi~n 0 Thl trg 0 Cae 1'fn phfun 0 Quan h~ cQng d6ng 0 V~dQng 0 Tl).p chi doanh nghi~p 0 Cac sl! ki~n di)c bi~t Ban hang trt,rc tie'p o Gi6'i thi~u thuong ml).i o HQi nght oon hang o Chuong trinh khuyen khfch o Hangmau o H()i chg va tnmg bay thuong rnl).i 2. Hay xern xet hOl).t d()ng khu€ch truong san phfun nao b!pl nen dua viio khuech truong san phfun h6n hgp cho san phfun nay. Hay danh gia 4ll chuong trlnh khueCh truong san phiirn cua b!pl d\!ll tren nhUng quan sat do. SI! ket hQp dQc dao giua quang cao, xuc tien ban hang, quan h~ cong chUng va cac hOl;lt dQng ban hang trt,rc tiep clla rniii doanh nghi~p la khuech truOl1g san ph;\rn Mn hgp rna doanh nghi~p sir d"ng d~ thl!c hi~n cac rn"c tieu ban hang Clla hI,!. 12 Khue{~h trUdng San phd'm va Qudng cao Llfa chQn cac cong cl} khuech trllClng san ph~m Oic doanh nghi~p xem xet nhieu yeu t6 khi lI!a ch9n cac cong cl,l khueeh truong san pMm nhAm xay dJ!ng khueeh truong san phfun Mn hqp cua hI? ChUng ta se xem xet b6n trong s6 cac yeu t6 do: I. Lo1;li san pMm va thj truOng. 2. Chien hrqc dlly va chien luqe keo 3. Giai do"-Il slin sang mua cua kMch hang. 4. Giai do"-Il trong chu ky s6ng cua san philm. Lo~i San ph~m va thj trllifng TAm quan trl?ng eua cac c6ng Cl,l khuech truong san pMm kMc nhau d6i vm thj truOng hang tieu dung va thj truOng s{m phfun cong nghi¢p co sl! kMc bi~t. Cae doanh nghi¢p ban san pMm cho ngum tieu dung cu6i cung thuOng dau tlI cho quang cao nhieu hon so vm cac doanh nghi¢p ban hang cho cac t6 ehuc kinh doanh khac. Cac doanh nghi¢p ban san pMm cong nghi¢p (nhUng doanh nghi¢p ban san philm cho cac doanh nghi¢p khac) danh philn Ian ngan sach khu€ch truong san pMm eua hI? cho ho~t dqng ban hang tr'!c tiep. Nhln chung, ban hang tfJ!c tiep dlIgc Slr dl,lng khi cac san pMm co gia cao, co rui ro trong ban hang va ban hang cho s6 lugng doanh nghi~p it nhung lugng mua Ian. May tu6t ilia va hoa cMt Iii cac vi dl,l ve san phfun cong nghi¢p thuOng dlIgc khuech truong Mng each ban hang IfJ!c tiep. Tren thi truOng san phfun cong nghi¢p, quang eao kh6ng co y nghia quan tn;mg Mng chao hang tfJ!C tiep, nhung van giU vai tro quan tr9ng. Quang cao co tM duqc Slr dl,lng di! t~o ra 51! nh~n biet va kien thuc ve san phdm nhilm 40 nen cac mlii dqt pM ban hang va M kh~ng djnh l~i vm nguoi mua hang ve doanh nghi~p va cac san phfun cua doanh nghi¢p. Tuong tl!, ban hang tn,rc tiep co tMdem 11;li ket qua cao cho cac doanh nghi¢p ban hang tieu dung. NhAn vien ban hang co thi! d~t Khl4eL'h trUdng San pham va Quang cao 13 dtrgc hi?u qua trong vi?c loi keo cac nhi'! buon va ngtroi ban Ie vao ban san pham cua minh, co th~ thuyet phl,lc ngum quan ly ctra hang danh cho san pham nhi6u chb han tn~n quAy hang va khuyen khich sir dl,lng v~t tnrng bay va san pham khuech truang cua doanh nghi?p t~i ctra himg. III o Hang tieu dung san phi'm ,- se dugc gi khi.mua stm ph<'lm. Nhieu sim philm de quan sat dugc t<).i bim tinh tien cua cac cua himg ban Ie thoa man nhfing dieu ki~n nay (vi d~: banh kc;o, thu6c la, tl.iP chi va cac m~t hang ti¢n d\lng). Trong chien hrqc keo, nba san xuat hu6ng cac h0l.it d¢ng marketing cua minh vilO ngum tieu dung cu6i cung sao cho h<;> co y mu6n mua san philm. Sau d6, nhfing ngum tieu dung nay se c6 nhu cau mua san philm cua nguoi ban Ie, nhfing nguoi ban Ie Mn IU<;11 h<;> se yeu cau nhfing nguoi ban buon va nha pMn ph6i cung cap san philm, va qua do kfch thich ngmJi san xuat ban hang. Cau tit phfa ngum tieu dung kio san philm thOng qua kenh pMn ph6i. cac dieu ki~n thu~n 1<;1i cho vi¢C thlJC hi~n chien lugc keo di.':n ra khi: • Vi~c mua hang co y nghia quan tr<;>ng. • KMch hang biet ro nhfing kMe bi~t giiIa cac san philm Cl.inh tranh. • KMch hang rat trung thanh vai nhiin hi~u. • KMch hang quyet djnh nhiin hi9U nao h<;> mu6n tru(;c khi hQ quyet djnh se mua hang i:J dAu. Cac db cheri di~n tu moi nhu Play Station 2 elm Sony the hi~n m¢t chien luge keo hi~u qua. 16 Khue~'h trtlClng San plui'm va Quang cao Khuech tntOng Khuech tn.tang r-s-a-n-x-u-a-t--'H Bim buon H Ban h~ san pham tich GtfC san pham ttch ei!C tdi toi Chien IltC;Ic keo Khu@'ch tn.tang san pha-m Uch cLlC Uri • H Tieu dung y~u c~u san pham tU Yeu cau san ph3m til Yeu cau san phamtu L-_s_a_n-,x_u_i_'t---lH Ban buOn H,--_B_a_n_l_e_...JI~ Tieu dung t Khuech tnJang san phtim tich c\fC fa; Hlnh 3: Chien Itt"" dAy va Chien Itt",c keo. Giai do')n sin sang mua eua khaeh himg Khach hlmg trai qua nhi~u blI6"c ke tit khi he:> nh?n thaY m(lt vAn d~ hoi).c tMy mi)t nhu du cho tm khi he:> mua san phtim hay djch V\I de thoa man nhu cau do. Qua ~mud~hl~~~~g~~~~~~~~~I~~ di)ng khuech twoog san phtlm rieng: I. Nhiin biet nhu du. Qua tnnh mua hang biit dau khi nglIai mua nh~n bi6~ dlIQ"c mi)t van d~ hay mi)t nhu duo Trong giai dO{ll1 nay quang cao va quan M cbng chUng co the t'!-O ra sl! nh?o bi6t ve san pham va cac nhu du rna san phtim cO the thoa man. 2. Tim kiem thOng tin. Luc nay khlich hang da nh*n bi6t dlIQ"c san phtlm va ~e tIm ki6m thbng tin v~ cach thoa man nhu du hoi).c giai quytt van d~. Quang cao co tM truyen tai thbng tin quan tre:>ng ve san pham, ban hang lrI!c tiep cung cap thOng tin chi titt ve san phdm va tra Uri cac cAu hOi Cl} the. 3. Danh gia cac phuong an. Ngum mua hang dl!a tren cae lieu chi quye"t djnh de danh gia cac phlIoog an khac nhau. He:> danh gia nhiing 1<;Ii fch rna hI? co the d,!-t duqc dl!a tren cae di).c diem va di).C tinh cua m6i phlIoog an va hI? d6i chitu chung vm nhiing tMng tin hI? bitt ve cae doanh nghi~p va nhan hi~u kMc de ra quy6t djnh mua. Ban hang trl!C ti6p la c6ng cl} khu6ch twoog san phdm hi~u qua nhat trong giai do,!-n nay VI co kM nang cung cAp cac th6ng tin phu hqp KhuiLil truong San phdm va Quang cao 17 cho tUng khach hang. Nhan vien ban hang c6 the khuyen khfch khach hang chuyen sang giai do,!-n cu6i cung la quyet djnh mua san ph1{m. 4. Quyet dinh mua. Quyet dinh mua thl!c sl! bao g6m nam quyet djnh nM. Khach hang khong chi quyet djnh mua san phlim nao (quyet djnh nhan hi~u), rna con quyet djnh ca mua tit doanh nghi~p nao, mua bao nhieu, mua khi nao va thanh toan theo phuong thuc nao. Xuc tien ban hang va ban hang tI1!c tiep la nhilng hOl!t d<)ng khuech truong san phAm duqc khuyen ngh! su dl,mg trong giai do,!-n nay vi chUng co tM khuyen khfch khach hang hoan thanh qua tnnh mua. 5. Danh gia sau khi mua. Tift d. nhilng nguai mua hang co the thoa man ho~c that vqng sau khi hoan thanh giao djch mua hang. COng vi~c cua doanh nghi~p chua the kC't thuc khi san phAm duqc ban ra. Hq ph!ti kiem tra sl! thoa man va phan h6i sau khi mua cua khach hang. Quang cao va ban hang tI1!c tiep c6 tM rat hi~u qua trong vi~c kh~ng djnh I,!-i vm khach hang r(l,ng hq da Il!a chqn dung. Nhfn blet nhu d. Tim klem thOng tin 04nh glJl sau khi mu. Hlnh 4: Cae e6ng c~ khue'ch Inrong san phiim eho timg giai d""n trong qua trlnh mua hang eua khach hang. Khaeh hang danh gia cae eong el,l khueeh trUtmg san phfim khae nhau phl,l thuQc vao vi tri hi¢n ~i eua hQ trong qua trinh quyet dinh mua hang. 18 Khue'i.:h Intong San pMm va Quang ow Giai dOCiln trong chu ky s6ng cua slm ph§'m Cae cong Cl! khuech truang san ph:im khac nhau cling co tac dl!ng khac nhau theo vj tff hi~n t~i clla san ph:im trong chu ky s6ng clla no. • Giai do~n giOi thi¢u san ph:lm. Giai dO<;ln giill thi~u san phAm can str dl!ng quang cao va quan h¢ cong chung ~ t<;lO fa SI! nh~ biet cao ve san phiim, dong thm Jay xuc tien ban hang de thuc dfty vi~ dung thtr san phAm trong thm gian dau. • • Giai do~n san phim tang tnlang. Giai dO<;ln tang truemg chu yeu dl!a vao quang cao va quan h~ c6ng chung nMm h6 trg vi~c ban hang, tfong khi do cac nb hIc xuc tien ban hang co the giam VI ft can vi~ khuyen khfch mua hang hng khuech trung khuech truC vao cac doi tuqng khan, thfnh gia mvc tieu va mlfc lieu quang cao. PMn nay xem xet bon quyet djnh do va cae mlfe lieu quang cao ehfnh. cae ~e diem cua nhUng thOng di¢p quang cao tot va nhUng Uti nhuge diem cua eac phuang ti~n quang cao chfnh. MI:IC tieu quang cao Muc lieu quang cao Iii nhi~m Vl,I truyen thong Clf tM duge thl!e hi~n vm mOt d6i tuqng khan. thfnh gia clJ the trong m¢t khoang thm gian CIJ tM. Gie mlfe lieu quang cao co the duqe phan lo~ theo mlJC dich chfnh cua chUng - tMng bao, thuyet phlJc hay nhilc nho. Quang cao thong bao dugc su dlfng cbU yeu khi gim thi¢U m¢t san pham mm. Chuc nang cua no Iii thong tin vm mQi ngUm ve san pham, cae di).c diem va lqi feh Khuech truong San phii'm va Quang cao 21 eua si'tn pham de hQ quan tam tai vi~ mua slm pham do. M~e tieu trong tnrang hqp nay la tl!o ra nhu du ban dau. Vf du, neu Nestle giai thi~u mQt san phdm sua mai nhiim dimh eho nguoi eao tu6i trong khi nguoi cao tu6i viln nghlla sua chi danh cho tre em, cong ty se Slr d~ng quang cao thong bao nhiim t~o ra nhil.n thuc riing u6ng sua se co IQ'i cho nguoi cao tu6i. Quang cao thOng bao cilng co the cho khach hang bi€t vI! cach sir d~ng mQt san ph:1m, mo ta cac djeh ~ hi~n co, giai thi~u cae cong d~ng mai eua mQt san philm va cong b6 nhling thay d6i vi! gia ca. Doi khi, nguai quang cao Slr d~ng quang cao thOng bao nhiim giam bat nhfrng 10 ngl!i ella khach hang vi! mQt san ph:1m va cong d~ng cua no. Quang cao thOng bao co tM d,!t hi~u qua trong vi~c kh:1c ph~c nhfrng an tugng xiiu. MQt s6 doanh nghi~p Slr d~ng quang cao thong bao de xay dQ'ng hinh anh doanh nghi~p hQ. Vf dl.', LiOA sir d~ng quang cao d6 xay dQ'ng hlnh anh mQt nha san xuiit may bi€n the trong nuac co san pham qnh tranh dUQ'c vm hang nhil.P ngol!i. Quang cao thuyet ph~c tra nen quan trQng hem khi 51! c,!nh tranh tang len. Nhfrng nguai quang cao sir d~ng no de thuyet ph~c mQi nguai mua san pham cua hQ thay vi mua san phdm c,!nh tranh khac. M~c tieu cua doanh nghi~p trong tcuang hqp nay Ia ti!0 fa nhu cau co I~ chQn. Quang cao thuyet ph~c thuang nhiim thay d6i cam nhil.n cua khach hang vi! san pham va cac thuQc tfnh clla san phdm. CO the sir d~ng no dii thuyet ph~c nguai mua hang chuyen tit mQt san pham qnh tranh sang s1m pham clla doanh nghi~p minh, hoijc thuyet ph~c hQ mua ngay san phdm, hoi).c chi dem gian IiI thuyet phl!-C hQ chap nMn loi chao ban hang. Quang cao d~u an Neptune la mQt vf d~ cua quang cao thuyet phl!-C. Quang cao so sanh la mQt IOi!i quang cao thuyet phl.'C, trong do mQt doanh nghi~p tfl!c tiep so sanh nhiin hi~u clla hQ vm mQt hoi).c nhil!u nhlin hi~u khac. M~c tieu la lam cho nguoi tieu dung ehuyen til' mQt nhlin hi~u qnh tranh sang san phlim ella doanh nghi~p. BQt gii).t Tide la mQt vi dl.' ella san phlim vAn quang cao la bQt gii).t tot hem bQt gil).t thOng thuang. Quang cao nhAc nha d,rge slr d~mg cho cac san philm bao hoa, trong tnrang hqp khaeh hiing dli biet Mn san philm do, cae tac dl.'ng cua san philm va h~u bet la tac dQng Mn nhling nguoi sir dl.'ng trung thanh. Ml.'e tieu cua quang eao nhk nha la Jam cho nguoi tieu dung thuemg xuyen nghl tm san philm. Quang cao nMc nha co tM dien ra duai hlnh thuc cae thong tin nhlie nha dmg hQ co the ean tm san pMm trong thai gian tm hoi).c m~c tieu eua hlnh thue quang cao nay tl!O ra hlnh anh san pham trong tam tff eua nguai mua hl'mg trong thai gian khong sa dl.'ng san philm thuang xuyen. 22 Khue~-h tru'o1Jg San phuin va Quang eao '-" .:? BAI T i).P TV KIEM TRA 5 Dien them nhfrng tit bi thieu. 1. Quang cao thong bao duqc sir d~ng chu yeu khi __________ ' 2. Quang cao thuyet ph~c dugc sir d~ng de thuyet ph\!c m<;li nguai mua san phAm cUa uuanh nghi(:p lhay VI mua __________ _ 3. Quang cao so sanh la khi mqt doanh nghi(:p tl1!c tiep ______ _ nhiin hi(:u cua h<;l vm mqt ho~c nhieu nhan hi(:u khac. 4. Quang cao nhllc nha dugc sir d\!ng de lam cho nguOi ti~u dung ___ _ MI,IC dich chinh cua quang cao la cung cap thOng tin, thuyet phl,lC va nMc nha nguOi mua hang. Thong di~p quang cao NgAn sach quang cao Ibn va cac m~c ti~u quang cao ro rang van chua du de dam hao thanh congo Hai doanh nghi(:p co the cung dau tu so tien nhu nhau cho quilng cao nhung h<;l co the thu dugc cac ket qua rat khac nhau. Mqt thong di~p sang t(to va tinh xilo co the quan tr<;lng hon so tien dugc dau tu. Quang cao chi co the tbanh cong neu gAy duqc sv cM Y d6i vm mqi nguai va thong di~p dugc truyen d(tt mqt cach hi~u qua. T~o ra tMng di~p quang cao tot la m¢t trong nhfrng yeu to song con cua chien lugc quang cao thanh congo cac thong di~p quang cao phi\i giau tlnh tUOng tugng, tM vi va thoil man duqc khan, tmnh gia. M~c dfch quang cao IiI lam cho mqi nguOi nghl den ho~c hUOng ling san phfun hay doanh nghi~p thea m()t cach nMt dinh. Mqi nguOi phi\i tin rang co m¢t 1<;Yi fch nao do d6i vm h<;l, neu khong hq se kMng eM y tm quang cao. Do do, vi~ t~o ra thOng di~p hi~u qua bilt dau bAng vi~c xac dinh nhfrng 1<;Yi ich thu hut khach hang trang ban tin quang cao. Doanh nghi~p n~n phac thao ro rang va tl1!c tiep cac 19i Ich rna doanh nghi/?p muon nhan m(lflh trang ban tin quang cao. Sau do, nhihlg 1<;Yi Khuel:h trlto'ng San phtfm va Quang eGO 23 feh nay can duqe dua vao eut khai ni~m sang t\lo co tfnh d,>e dao va khOng thi quen. M¢t each M xae djnh cae lqi ich rna m(it thOng di~p quang eao co thi nMn m<)nh Ja ~t ra eftu hoi: T'.'i sao ngum ta pmi mua san phtim hay djeh Vl,l eua toi? Vi~ d~t cftu hOi nay bu¢C ngum cM ho~c ngum quan 19 pMi suy ngh'i ve tlft cii cac lqi feh cua san phfun ho~c djch Vl,l cua hQ theo quan diem cua khach hang. Khach hang se quan tam va danh gia dieu gi? D~c diem nao se lam khach hang thich san pMm nay han cae san pMm khac? Cac cau tra 1m se xae djnh eac lqi ich pMi nMn m'.'nh trong thOng di~p quang colo. cac thOng di~p quang cao co ba d~ diem, do la: 1. Giau y nghia, chi ra cac lqi fch Jam cho san phfun dugc ua chu¢ng ho~c co tfnh Mp dfu1 d6i v6i ngum tieu dung. 2. Dang tin ~y, di nhiing ngum tieu dung se tin dng sim pMm hay djch Vl,l se 1<)0 ra nhiing lqi ich hila hyn. 3. Di)c dao, cho mQi nguffi tMy san phAm t6t han cac nMn hi~u c<)nh tranh khac nhu tM nao. Vf d\!, cac doanh nghi~p dOng h6 khac nhau quang cao eac d(ic diem khac nhau dva vao thong di~p rna hQ muon phat ra. Timex tv gi6i thi~u la lo<)i dOng ho co the tin c~y "ch<)y lien t\lC", Swatch co di;ic diem la kieu dang, hgp mot va Rolex nhlfn m'.'nh tfnh sang trQng va dia vi. Neu mu6n d'.'t dUQ'c hi~u qua, quang cao phai dUQ'c mQi ngum coi la m¢t ngu6n tin dang tin c(iy. NguOi ta phai tin rAng ban tin quang cao truyen d'.'t thong tin m(it cach trung th,!c. Nhiing ngum mua hang sir d\lng nhieu ngu6n thong tin khac nhau, do do di dUQ'c mQi ngum tin tuang, thong di~p quang colo pMi nhat qUlin v6i cac ngu6n thong tin khac do. Trinh bay thOng di~p, sllc thai duqc sir d\!ng (qua quyet, hili hu6c, nghiem tuc, ... ) va cach thUc trlnh bay (mau sAc, hlnh anh minh ho,-" tieu de, ban sao, ... ) ciing se anh huang t6i rac d(ing cua ban tin quang cao d6i v6i doi tuqng khan, thfnh gia m\lc tieu Clla thOng di~p. 24 Khui't-h trUdng San phdm va Quang coo BAI T!P THVC HANH 2 I. Neu. rn~t vi dl,l ve rn~t thong di~p quang cao hi~u qua rna b~n bi€!. 2. Hay giai thich t:).i sao thOng di¢p nay co hi¢u qua. 3. Neu rn~t vi dl,l ve rn¢t thong di¢p quang cao khOng hi¢u qua rna b~n biel. 4. Hay giai thich t:).i sao thong di¢p nay khong cO hi¢u qua. ThOng di~p quang cao lam cho mQi ngum nghi den va huang ling san pham hay doanh nghi~p theo m(lt each nhat d!nh. Khuech truong San pha?m va Quang cdo 25 Quyet dinh phlldng ti~n quang cao M';t doanh nghi¢p phai xem xet nhieu yeu t6 khi quyet dinh qulmg caD a dau. B6n yeu t6 chfnh lmh huang tm h!a chQn phuong ti~n qulmg CaD Ia.: 1. Cae thOi quen ve phuong ti~n truyen thOng cua nhfing ngum tieu dung rn",c tieu se {mh huang tm sl! Il!a chQn phuemg ti¢n qulmg caD. Vi d\" radio va truyen hlnh la nhfing phuemg ti¢n t6t nhllt dtl den v6i thanh nien. 2. Tinh ehilt eua san ph:'lm. M¢t s6 san phAm va thOng di¢p pM hqp hem vm cac phuemg ti~n truyen thong nMt dinh so v6i cac san phArn va thong di~p khac. ChiLlg h'Pl, t6t nba"t la quang caD thm trang tnon cac t'!P chi in mau, nhung truytn hlnh co hi~u qua caD hem d6i v6i vi¢c gi6i thi¢u may anh chup Illy ngay. 3. Cae lo~i thOng di~p khae nhau co thtl doi hOi cac phuong ti~n truyen thong khac nhau. M(it thong di~p cong b6 vi¢c ban hang vao ngay mai se doi hoi tfnh tuc thm cua radio hoi1-c bao chi, trong khi do m¢t thong di~p chua nhieu dfr li~u ky thu~t se dm nhieu khong gian van blm va hlnh anh, do do cae t'!P chi hay thu gui trl}"c tiep I,!i phil hqp har.. 4. Chi phi la yeu t6 chinh trong qua trlnh Il!a chQn phuemg ti¢n quang caD. Vi d"" truyen hlnh la phuemg li¢n flit t6n kern, con chi phI quang CaD tren baD tMp hem nhieu. Doanh nghi¢p khong chi phai xern xet t6ng chi phi cua phuemg tien truyen thong, rna phai xem xet chi phi tren dliu ngum tiep nh~ duge qulmg CaD (thUOng duge xac dinh bAng "chi phi lren nghln ngum" nh~n dugc quang cao). Lila chQn phlldng ti~n quang cao Nhieu doanh nghieP vtra va nh6 danh philn Ian nglln sach khuech wemg san philm cua hQ cho quang CaD va hQ g~p phai van de quyet dinh Il!a chQn sir d\,ng phuemg ti¢n qulmg CaD. M';t trong nhfrng yeu t6 quan trQng trong vi¢c sil dl,mg ngan sach cho qulmg cao f';ng rai la quang caD dung ch6. M';t doanh nghi¢p clIn phai biet qulmg cao cua hQ den vm nhfrng d6i tugng nao. Qua tnnh nay c6 b6n bu&<;: . I. Xac dinh Ihi INOng rn\lc lieu (m6 ta ve cac yeu t6 nhan cMng h<;lc, dia 19, tam 19 va h1tnh vi). Hay xern Cu6n sach 4 ve Thi tNOng M\lc tieu d~ biet cach phan do'Pl thi trUOng Va Il,la chQn thi wOng rn\lc tieu. 26 Khua'h trJltYng San phifm va Quang CaD 2. Tim hi~u xem kMch hang m\lc tieu dqc, nghe va xem gl. Do co phai Ia radio, thu gm tf1!c tiep ho\ic biio chi hay kh6ng? Hq nghe chuang tdnh pMt thanh nao, dqc IO(li thu giri trl!c tiep nao hay to biio nao? 3. M6 ta san phfun ho\iC dich VI! cua h - cac kMch hang, nha cung clfp, nhfing nguOi se dien va~ eac phieu dl! thi, cae danh thiep nh~ dugc t~i cae cUQc trung bay thuang m~i ho~c eac sl! ki~n kMe, danh sach hQi vien, danh sach ci'r tri v,v ... Hau Mt cac chuang trlnh xir 19 van bim tren may tfnh deu c6 the t~o I~p va e<1-p nMt cac danh m~e dja chi thu kieu nay. B~n e6 the viet cae la thu ea nMn ming cach ghep tl! dQng ten va dja chi kMch hang van mQt thu chuan. Cong c~ nay co the dam bao truyen thOng chinh xac den cae nh6m d6i tugng khach hang m\lc tieu dllge ll!a chQn v61 muc chi phf khong ca~. Quang can bang thu giri true tiep Uu di~m • Linh ho~t • Ll!a chQn dQc gia • KhOng e6 Quang cao c~h tranh teen cung phuang ti~n • Tinh rieng bi~t cho ea nhan Nh\Jqcdi~m • Chi phi tuang d6i cao • oe bj eoi la "thu qulfy ray" Bang 7: M<}t s6 UU, nhuq'c diem cua !hu glri trl!'C ti€p khi duqc cho;m lam phuang ti¢n quimg cao. Tat ca cae doanh nghi~p deu co th~ sir d~ng thu giri trl!c tiep va giri di thOng di~p co m~c tieu chQn lI!a c&n th~n va hi~u qua ve chi phi. 4. Truyen hlnh Truyen hlnh la phuang ti~n truyen thong phd bien do ph~ vi tuyen truyen va tae dQng cua n6. SI! ket hgp cua hlnh linh va am thanh 40 ra CC1 hQi de doanh nghi~p gi61 thi~u thong di~p eua mlnh v6i. tac dQng Ian. Truyen hinh c6 the gi61 thi~u san ph:i:m t~i nha cua khach hang m~e tieu. Tuy v~y, day IiI mQt ph liang ti~n can nhieu kinh phi tra eho ca thOi gian truyen song va dlll1l.m mQt Quang cao co eMt lugng. Khui!ch trutmg &in pluim va Quang coo 29 Quang can tren truyen hlnh Uu di~rn Nhullc di~rn • Ket hgp hlnh anh, am thanh va SI! ell dqng • Thu hUt cae giac quan • Chi phi cao • An tm;mg luat qua nhanh • MITe eM y cao • nnh ll!a chQn kMn gia khong cao Bang 8: M\)t sO tru va nhuge diem eua truyen hlnh khi dugc chc,m lam phuong ti~n quilng cao. Truyen hlnh co tic d~ng Ian nMt va co th~ den vai rat nhieu nguOi, nhung phuffilg ti¢n nay rat ton kern va thOi gian tir khi Quang cao den quyet dinh rnua hang dai. 5. Radio Radio dugc coi Ia mqt phU<1llg ti~n truyen thong ph6 bien. No co the truyen tin toi thfnh gia a bat CIT nm nao - a nha, tren duemg di, t<).i pMng lam vi~c, khi vui chai. Oic dai pMt thanh thuemg giup khach hang cua hQ chuAn bi ban tin quang cao va cac bAn tin quang cao co the thay d6i nhanh chong. Dliy Ia sl! h,ra chQn Hnh ho<).t va khong ton kern nhu truyen hlnh. Quang cao tren radio Uu di~rn • SO nguo-i sir d",ng Ian • Tinh I~ chQn cao ve vi tri dia ly d6i tU«lllg ngum nghe • Chi phi thap Nhullc di~rn • Chi gim. thi?u bang am thanh • KhOng thu hUt sl! chU y bilng truy6n hlnh • Ca cau chi phi khOng dugc chuan hoa • Thl)ng di¢p lum nhanh Bang 9: M\)t sO t1U va nhlJ<,1c diim cua radio khi dlJ<,1C chQn lam m<>t phuong ti~n quilng eao. Khuec.·h truong Sdn pMm wi Quang CliO 30 Radio co tht! truyen tin Wi rat nhieu ngum va co tht! truyen tin tm bilt ky noi nao. 6. Quang cao ngoai trm Oie bien hi~u d~t dung vi tri ti,li cac khu Vl!c ~p trung giao thOng, co tilm nhin ro rang co the dem li,li thong tin cho ral nhieu khach hang tiem nang. Quang cao ngoai trm bao g6m cac bien quiing cao, cac phuong ti~n v~n tai hanh khach (nhu xe buyt), be., xe va nha ga, diem trung chuyen khach, san bay va taxi. Chia khoa de: qulmg cao ngoai tem co hi~u qua Iii [;:to ra thong di¢p ngiin g9n. No phiii thu hUt sl!' cM y cua nguai qua duang va gay an tuqng khi nhin thoang qua mqt Ian. Quang cao ngoai trOi Uu dit!m NhullCdiem • Linh hO<;lt • KhOng Il!'a ch9n d6i tuqng • Tiln suat I~p l<;Ii cao • Chi phi thap • Hoiln v6n dilu tu • H~n che tfnh sang ~o Bang 10: M¢t s6 I1U va nhuqc di~m cua quang cao ngoai trm khi dugc ch';m lam phuang ti~n quangcao. Nhin chung, cac bien quang cao ngoai trai t~o ra hlnh lmh nbi b~t trong tho-i gian daL Quang cao tren phuong ti~n v:).n chuyen hanh kMch theo tuyen ~o ca hi chq va tnmg bay thuang m~i o Trien lam o Bieu dien thl!c hanh o Phieu giiun gia o Thl trq liii suat thlfp o Giiii tri Quan hi) cong chung 0 Biii viet tren bao chi 0 Biii phat bieu 0 H¢i th{lO 0 Bao caonam 0 Quyen g6p ttl thi¢n 0 Taitrq 0 Oiclfnphfun 0 Quan h¢ cl'>ng d6ng 0 V~dQng 0 T~p chi doanh nghi¢p 0 Cae sl! ki¢n d~ bi¢t Ban hang trl!c tiep o o o o o 44 Gim thi¢u thuang m:).i HI'>i nghi thuang m~i Chuang mnh khuyen khfch Hang mau HI'>i chq va tnmg bay thuang m:).i Khwfch IrffClng San phdm va Quang CaD BUOC 2: MO TA HOAT DONG KHUECH TRUONG sAN PHAM HIENTAI CHO TUNG TH~ TRUONG Ml}C TIEU ,/ Trong bang sau, hay mO tft nhiing chien IUQC khu€ch truClllg san phl'im va quang cao hien taib~ dang si'r d~ng cho ti:rng thj trubng m~c tieu ciia minh. Th, lnri'mg ml,lc tieu Chien hrqc khuech truang Chien luqc quang ciio , sanphllm 1. 2. 3. 4. Khue'·h tn£ bO fa. Tat ca cae rn~c tieu tren deu co th~ Iii cae rn~c tieu khuech tnrang san phl1rn. Khuec:h truung san phdm va Quang CaD 49 BAI T!P TlJ KlEM TRA 2 Bang sau day cho thay cac ho~t d(mg khu€ch trucmg san phiim khac nhau. Hay xac dinh m6i ho~t dqng phU hqp v6i c6ng c\l khue'ch truang san phfun h6n hqp nao. Ho~tdQng khuech truong san philm Quang cao X6c tien ban hang Quan h~ congch6ng Ban himg trl!c tiep An phl1m quang cao Tai tr~ Bii!n quang cao Hang milu CUQc thi va tro choi Bii!u dien thl!c hanh BIli phat bii!u GiOi thi~u thuong ~i A.p phich va ta roi HQi chqva trung bay thuong m~i Quan h~ cQng dong Tai li~u quang cao va giOi thi~u - ./ ./ ./ ./ ./ ./ ./ ./ ./ ./ ./ ./ ./ ./ 50 Khuich trlbmg Sdn pM.;" va Quang cau '..... ,l BAI T ~p TV KIEM TRA 3 Hay cho hiet, tUng cAu dum day dung hay sai. 1. Tren th! twang hang tieu dung, quang cao iii cong c~ khuech tru<1ng slm phAm,quan trqng h<1n Iren thi twang san phAm c6ng nghi?p. Dung 2. Tren thi truang hang tieu dung, ban mmg IrIJc tiep Iii c6ng clJ quan trqng h<1n tren thi tmang san phAm clIng nghi?p. Sai 3. Ban hang IrIJc tiep Iii m~t thiinh t6 quan trqng trong khuech tru<1ng san phAm Mn hqp d6i vm tat cii cac san pham cong nghi(\p. Sai Khue('h fTUung Sdn phifm va Quang CaD 51 '" '" . ",? BAI T ~p TV KIEM TRA 4 Hay cho biet d,c cAu sau dung hay saL 1. Quang cao va ban hang trl!c tiep la nhltng hO\lt dqng khuech trucmg san ph:!m nen sir d\lng doi v6i. kMch himg trong giai dO\ln tim kiem thong tin cho quy€t dinh mua cua ho. Dung 2. OJien lugc dAy la chi€n lugc trong do nha san xuilt giam gia m\lnh nhiim dily hang tOn kho 16i thai ra khoi kho hang. Sai 3. M~t trong cac dieu ki~n thu~n I¢ eho chien luge day la khaeh hang ra't trung thilnh v6i. nhlin hi~u. Sai 4. M~t trong nhfing dieu ki~n thu~n l¢ eho chien luge keo HI khaeh hang rat trung thanh v6i. nhan hi~u. Dung 5. Quang cao va quan M eong chUng dugc sir dl,mg de l\lo ra Sl! nh~n thuc cao cho giai dO\ln gi6i. thi~u san ph:!m \rong chu ky song eua mQt san pMm. Dung 52 Khuech tnfC111g San plui'm va Quang cuo '"".. ,l BAI T ~p TV KIEM TRA 5 Dien them nhiing tit bi thi€u. I. Quang cao thong 000 dugc sir d~ng eM y€u khi giOi thi~u mt)t san phftm mOl. 2. Quang cao thuy€t ph~c dugc sir d~ng de thuy€t ph~c mQi ngum mua san ph~m cua doanh nghi~p thay VI mua san phim ~nh tranh kh3c. 3. Quang cao so sanh Iii khi m!>t doanh nghi~p tn!C ti€p so sanh nhlin hi~u cua hQ vOi m!>t ho~c nhieu nhlin hi~u kMc. 4. Quang cao nMc nho dugc sir d~ng de lam cho ngum tieu dung thuoog xuyen ngbi Uri. san ph&m. Khue~·h trucmg San phdm va Quang cao BAI T ~P THVC HANH 1 MI1C dkh ciia bai ti;p tht!C Mnh nay la sir dl1ng bOn cong CI1 khuech truong SIlO phAm va ml)t danh sach cac hOll-t d(lng khuech truong san phAm lam khuon kho tu duy ve khuech truong san phalm Mn ht:IP clla bll-n. Hay neu ten mQt tmng nhiffig san pham rna doanh nghi~p b\ln ban: L Tmng cac hO\lt dQng khuech wang san pham sau day. hay xac dinh cae ho~t dQng dllqc str d\lng !mng khuech wang san phlim Mn hQP cho san phlim nay. CAu tni 1M fJ dAy se khilc nhau doi vOi moi san phAm. 2. Hay xern xet ho:).t dQng khuech wang san phlim niw b:).fl nen dlla vao khuech wang san phlim Mn hQP cho san phlim nay. Hay danh gia l:),i chuang trinh khuech trllang san pham cua b:),n d!pl Iren nhiffig quan sal nay. CAu tra 1M i1 dAy se khilc nhau d6i vOi moi SaD pham. 54 Khuech trl.W11g San ph(im va Quang coo ./.... A .. BAI T~P THVC HANH 2 l. Neu rn¢t vi dl,l ve rn¢t thong di~p quang cao hi~u qua rna b~ biet. 2. Hay giai thleh t~ sao thong di~p nay co hi~u qwL Cac thOng di¢p hi¢u qua phai giau y nghia, dang tin c~y va dqc dao 3. Neu rn¢t vi dl,l ve rn¢t thong di~p quang cao khong hi¢u qua rna b~ bieL 4. Hay giai thieh t~i sao thOng di~p nay khong co hi~u qua. Cac thOng di¢p kh6ng co hi¢u qua khOng giilU y nghia, khO~g dang tin c~y va kh6ng dQc dao. BAI T ~ THVC HANH 3 1. Xae dinh m¢t trong nhiing san pham ehfnh rna doanh nghi~p b~ ban. 2. Mo til thi trucrng ml,le tieu chinh eho san phfun nay. 3. Trang s6 cac phuC1I1g ti~n truyen thong sau, doanh nghi~p b~ da sir dl,lflg phuC1I1g ti¢n nao di'-quang cao san pharn? Hay xae dinh cac l1U diem ehinh eho timg lo~ phl1C1l1g ti¢n d6i vCii san phiirn va cae khaeh bang rnl,le lieu do. Tra Uri: Cac ml,lc neu ra (bao, ~p chi, thlJ gm trl,fc tiep, truyi!n hlnh, radio, Quang cao ngoai lri'ri) nen neu ra nhilng IJU di~m clla moi phuoog li¢n doi vai cac san phAmikh3ch hang cl! lhi Khue'ch lrllang San pham WI Quang cao 55 PHAN TicH BAI T ~P TINH HU6NG 1 Hay Ira lUi cae eau hoi sau dVa Iren thOng tin hai ~p tlnh hu6ng lnt6c do: 1. Trong cae hO(lt dl)ng khueeh lntoog san phfun sau, hay xae djnh nhoog hO(lt dl)ng duqe sir dl,mg trong khu&h tntng Mn hang cho ngum ban Ie, ngum Mn buon, cae doanh nghi~p slm xuat - nhfrng nguCti khong ban hang t6i ngum tieu dung cu6i cung. Ban buon khOng tra ch~m va khOng v~n chuyt!n hang (Cash-and-carry wholesaler) Ngum Mn buon khOng chap nMn vi~c tni tifn sau va khong cung ifog dich Vl,I v~n chuyen hang hoa. Ban buon trung gian (Wholesaling middleman) Thu~t ngft co nghia r(>ng, bao g6m: ngum ban buon (ngum co tOlm quyfn quyet dinh vm slm philm c6 trong tay), dl:Ii Iy va ngum moi gim - nhfrng ngum hOl:lt d(>ng ban buon, song kMng c6 quy~n d6i v6i hang hoa. Ban hang co rang bui)c (Tied selling) Mqt thoa thu~n trong d6 neu ro mQt nha ban buon trung gian chi co thl! tn1 thanh dl:li Iy dQc quy~n pMn ph6i eho -si'm phfun ella mQt hang khi d6ng thm cling ban cae san pbAm khac ella cung hang nay. Ban hang gQi y thuyet phl,lc (Suggestion selling) Khach hang mua nhiESu han nhC! ngum ban hang dii gim thi~u cho hQ nhfrng slm phlim ph\! trq, cac chuang tdnh khuyen m~i di!c bi~t, cac dqt ban hang co tfnh thm Vl,I. Ban hang sang t~o (Creative selling) Vi~ Mn hang tren co sa da pharr tfeh ky luang nhfrng di!C dil!m cua qua trlnh ra quyet dinh mua hang cua khach hang. Ban hang qua catalogue (Catalog retailer) Ngum Mn hang c6 phong trung bay 81m philm mau. Khach se di!t hang qua cac catalog ~i cua hang. Sau d6 dan hang se duqc th1!c hi~n t<).i kho hang ho~c t<)i cUa hang. Ban hang tn,rc tiep (Personal selling) Nhan vien ban hllng tT1!c tiep thuyet ph\!c kMch mua hang cua mlnh. Ban Ie (Retailing) Ho<).t dQng cua dQi ngii Mn hang va cua doanh nghi~p dl! ban hang tm ngum tieu dung cu6i cung. Ban Ie ki~u khac bi¢t (Specialty retailer) Ngum Mn U: ph6i h<;lp mQt cach dQc dao cae yeu t6 slm ph!m, dich Vl,I va,lhoi!C uy tin dl! thu hUt kMch. Ban Ie tm ,*n gia dlnh (House-to-house retailing) Dua hang tm ban t~ nha kMchhang. Ban phil gia (Dumping) Hang hoa xuat khAu vm muc gia re hoo ra't nhi~u so vcri gia ban nQi dja. Khue£'h truong San pJufm va Quang coo 59 Bao hi'mh (Warranty) Cam ke't cua nguOi ban d6i vai ngmJi mua ve vi~c h9 se ch~u trach nhi~m thay the nhi'ing san philm hong hoii-e hoim tra tien trong m¢t khoang thOi gian nhilt djnh. Bo thilu (Bid) Trong thi trUemg cac t6 chuc, khi mQt nba cung tffig viet thu chao hang eho c6ng ty co nhu diu mua mQt lo~i hang hoa hoii-c djch VlJ. Bien d(lng ella eau (Demand variability) Trong thj trtremg cac t6 cMc, la i\nh hU dua ra nhiIng quye't dinh marketing. Chu ky sling ciia san phiim (Product life cycle) Biit dllu tu khi san ph:im ra dOi cho tm khi mat di. M~t chu ky s6ng g6m cac giai do~: tham nh~p, tang truOng, bao hoa va suy thoai. Chuoi ciia hang (Chain stores) Ti[ip h<;lp cac ci'Ia hang ban Ie cung m~t hfi th6ng quan IS va ban cung m~t I~i san ph:im. Chulln bi hang (Sorting) cac kenh phan ph6i dam bao duy t£l IU se tra gia cao hon cho san phllm do. cac san philm hang hi~u thuOng duqc tra gia cao hon so v6i cac san philm dl).i trakMc. Gia chuy~n nhuqng (Transfer pricing) Gia san phftm khi no duqc h~ch toan chuyen nhuqng tir mQt trung HIm lqi nhu~n sang mQt trung trun lqi nhu~n khac trong nQi bQ doanh nghi~p. . Gia khuech truang (Promotional price) Muc gia nlim trong chi€n hrqc ban hang chung ella doanh nghi~p. Gia lam thiJ (Price lining) ThV'c hanh marketing v6i mQt s6 muc gia nM! dinh. Gia tien I~ (Customary pricing) Gia do t~p quan ho~c truyen thong dii Co tu truac tren thi truOng. Gia tr! gia tAng trong qua trlnh san xuat (Value added by manufacturing) SI! cMnh I~ch giua gia san phlim khi xuilt xm'mg va gia mua nguyen v~t Ii~u va cac chi phf d~u vao khac. Gia v~n chuy~n un dai (Commodity rate) Doi khi duqc g<;>i HI gia d~c bi~t VI do Ia gia tru diii rna d~ Iy v~n chuyen danh cho ehU hang khi h<;> sir dl!ng thUOng xuyen dieh V\I eua rnlnh ho~e khi v~n ehuyen nhil'ng 10 hang Ian. Gia thuyet (Hypothesis) Giai thich mang tfnh phong doan ve mQt sl! vi~c el! tM. La tuyen b6 ve m6i lien h~ giua eae yeu to thay d6i va de xuilt vi~ kiem ehUng nhil'ng m6i lien h¢ nay. Giam gia tien m~t (Cash discount) Gillm gia neu thanh tmin ngay bl'tng tien m~t. GiOi h:,tn ve gia (Price limits) DUng tren quan diem ella ngum tieu dung la san phllm luon eo giai h~n gia, trong do nh~n thue ve cha:t Iuqng di lien v6i rn6i mue , Khulch truong San philm va Quang cao 67 gia. Neu gia hang thap han muc gia gi6i h~n dum, h<;> se cho la san phfun nay "qua re" va neu cao han muc gia gim h~ lren thll~i bi xem la "qua dftt". H Het bimg (Stock out) M(lt mi).t hang khong con d~ ban. Blob anh ci'ra bang ban Ie (Retail image) Quan ni~m cua ngum lieu dung vi; m(lt cira hang va kinh nghi~m rnua hang b cira hang do. Hang d6i hang (Bartering) SI! trao d6i hlmg hfy hang, khOng co vai tro ti6n l~. Hang boa cao cap (Specialty goods) San philm co nhUng di).c tinh d(lc dao rna khOng ph3i khach hang nao ciing co lh~ mua duqc VI gia dftt, no duqc coi nhu hang dIS hi~u. Hang boa biip dan (Impulse goods) San phfun rna khach hang thuang & bi "quyen ril" mua rna khOng kip din nhftc kyo Thuang nguoi ta hay bay nhUng hang hoa nay gan quay thu ti6n d~ ti~n hap dan ngum tieu dung. Hang boa ti~n d\mg (Convenience goods) NhUng hang hoa ngum tieu dung muon mua thuang xuyen, d~ dang, nhanh chong nhu siia, banh my, xang dllu. Hang hoa nay thuang la lo;p co nhan hi~u va gia thap. Hang kbuyen m;,ti (Premium) san phfun mien phi, thuang kern khi mua m(lt san pham naodo. Hang mau phlit khOng (Sampling) PMt khong san phfun cho ngum tieu dung d~ h<;> dung thir, chap nh~n va sau do se mua. Hang tieu dung (Consumer goods) Nguoi mua se la ngum tieu dung, si'r d\lIlg hang hoa do. Hang hoo tieu dung khOng phai la san phlim trung gian de ph\lC V1,l cho vi~c san xual m(ll hang hoa khac. Hanb vi ngu(ri tieu dung (Consumer behavior) Phan ling va nhUng quyel dinh cua ngum tieu dung v6 vi~ mua va si'r d\lng hang hoa, dich V1,l. H;,tn muc (Quota) M\lc tieu doanh so ban hang ho~ con so lqi nhu~n c\l the: rna m(lt nhan vien ban hang dl,l' dinh se phai d~t duqc. H;,tn ng;,tch nh~p khilu (Import quota) H~n eM vi; soluqng rn(ll chUng lo;p hang hoa C\l tho! nao do co th~ nh~p v6. Hli tr" khuech truang ban hang (Promotional allowance) Vi~c nha san xuat tai trq hO~1 d(lng quang cao va khuech trlIang ban hang cho cae thanh vien trong kenh phan phoi nhfun phoi hqp hi~u qua chien luqc khuech trlIang san philm trong loan b(l kenh ban bang. 68 Khue('h tnldng San pham va Quang coo Hlm hqp sao phllm (Product mix) San philm hoilic m¢t r:"om san phfun duqc nha marketing dua ra thj wOng H(ii ehg thuong m~i (Trade fair/trade exhibition) Nhiing dqt h¢i chg dugc t6 ehue djnh ky, nm cae e6ng ty thu rnu6n a muc mang l~i l<;li nhu!!n. Khau hao (Depreciation) Khai ni~m ke toan, tlnh ti l~ trfeh tit doanh thu hang nam bU vao chi phi mua tai si'm c6 djnh de xac djnh doanh thu rong cua cong ty. Kho hang dl! try (Storage warehouse) Kho hang, mri. sim phftm du<;IC t!!p ket tru&c khi giao. Thuang dU<;Ic dung Jam cong c~ de can d6i cung du san phdm cua doanh nghi~p. Kho philn phoi (Distribution warehouse) Ncri siip xep va Mi phan ph6i san philm. Ml,Ic dfeh cua kho pMn ph6i 111 nhiim tll-O dieu ki~n luu chuyen hang hoa den tay ngum mUa nhanh han chu khong chi lam chuc nang kho chua. Khu vl!c ban hang h~n che (Closed sales territories) Vilng ban hang bj gim hll-n ve dja 19 theo quy djnh cua nba san xuat d\it ra cho nba phan ph6i. Khuech truang ban hang (Sales pronwtion) La hOll-t dQng ban hang ichong tr\lC tiep, da dll-ng mt kh:l.u trong qua trlnh ban hang khi ngum ban hbi li~u khiich h1mg co the mua hang th~t sIJ hay kh6ng. 70 Khuech trUe de dqc. May quet qua h~ thOOg may tinh co the in ten san phiim va ghi ra hoa dem ban hang dOng thai w d(>ng ngay I~p tuc vao danh ml)c hang ban trong bao cao ban ho(ic xuat hang. Marketing ea nhan (Person marketing) Nhilng hO:;tl d¢ng marketing de thu hut sI! quan tam chu y va tranh thu cam tinh cua cong chUng vm m¢t Cll nhan nao do. cac Ung CU vien chfnh trl va cac nhan v(it nlli tieng thuang sir dl)ng chfnh ,ach nay. Marketing lili (De marketing) cac hO<;lt d¢ng nhilm d.t giam nhu ca.u tieu dung san phllm tren thi truang xu6ng toi rnuc hgp Iy de doanh nghi~p co the san xuat va dap (mgkjp. Marketing thii" nghi~m (Test marketing) Chqn m¢t khu VlJc Cl) tM ho(ic m¢t do:;tn thi truang tuemg dOi dien hlnh cho toan thi wang de gim thi~u san pham mm va v~n dl)ng chien dich khueeh truemg san phllm. Can cu danh gia ket qua thu dugc se quye't dinh li~u c6 nen tung san pham do fa tren quy mo r¢ng hay khOng. Marketing y tuang (Idea marketing) Xac dinh ml)c tieu va marketing rn¢t y tuang trong nh6m khach hang da IlJa chqn. Mot (Fashions) Siin phllm dang ph6 bien, co kha nang l(ip l<;li vong dOi san pham. Mot nhat thm (Fads) Mot tOn t:;ti thai gian ngi'tn vi dl) nhu dong nh,!-c disco, lim s6ng mm. Mau (Sample) Nh6m d:;ti di~n. Mau chU:ln (Quota sample) M¢t mau khong ngAu nhien dugc philn chia sao cho cae phAn ho(ic nhom d<;li di~n cho toan mau. Mau chilm (Cluster sample) Phuemg phap lilY mAu theo chum, sau d6 ch<,ln ra m¢t ho(ic tat ca cac phAn tU trong chUm do lam d6i lUgng nghien coo. 72 KhUl?i-h Irlldng San phJm va Quang cao