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Thi IrUOng mue lieu • •
Quan tri Marketinv
trong cae Doanh nghi,p Vila va Nho ~-- NHA XUAT BAN TRE
Quim tr! Marketing trong cac
Doanh nghi~p VIJa va Nho
Thi trlldng Ml;IC tieu
TAl BAN L~.N THUI
OPEN
LEARNING
AGENCY
c-andda's Ufe10ng Leaming pH)v~der
Chuang trlnh Phat tri~n Dl)' an Me Kong tai trq
Vj~n D'1i hQc Ma OLA (Canada) bien so~
Cuon sach nay do ChU01lg trinh Phat tri~n DI! an Me Kong
giu ban quyen © 2001
KhOng duqc sao chep ho~e sUa d6j neu khbng duqc phep bAng van ban eua Chuang trlnh Phat trifu, DJ! an Me K6ng.
LIIU Y
Cu6n sach nay duqe d.y dl!Ilg tren ca sa taj li~u giang d;:ty !ren lap do Vi~n Quan trl Kinh doanh - D~i hQc Kinh te Qu6c dan, Ha N«)i pMt trien v&i SI,! tai trq eua ChU01lg trlnh Phat tri~n D~an Me Kong. Nh6m bien sQ;:tn tai li~u do Th~c SI Nguyi;n Quynh Chi chiu trach nhi~m ehinh. Cu6n sach nay khbng duqc sao chep ho~c sUa d6i khi chua duqc phep bAng van ban cua Chuang trlnh Phat trien D\f an Me Kbng.
Chuang trlnh Philt trilln DI.)' an Me Kong (MPDF) dug<: thanh If!.p mlm 1997 nhlim h6 trq 51! hlnh thanh va phil! trilln clla cac doanh nghi~p tu nhan vila va nhO 0 Vi~t Nam, Lao va Oimpuchia. MPDF h6 trq ky thuf!.t cho cac doanh nghi~p tmng qua tnnb chuiln b, cae dl.)' an dau tu vOi qui rub til 250.000 den J 0 tri¢u dNa My. MPDF cling tai trq vi~c dao t':lO,cac nba quim 1y doanh nghi¢p vila va nho, cac ngan hang cap tin d~ng cho cac doanh nghi~p vila va nho, cling nhu cac t6 ch(rc cung cap dich ~ hi'> trq cho doanh ngbi~p. MPDF duqc dieu hiinh b&i Cong ty Tai chinh Qu6c te (IFC) va duqc tai trq bOi Ngtln hang Phat trilln Chau a (ADB), Oxtrtlylia, Canada, Phan Lan, Cong ty Tai chfnh Qu6c te (IFC), Nhf!.t Ban, Na Uy, Th~y Dilln, Th~y Si va Vuang qu6c Anh. Neu can biet them thbng tin, xin lien h~ vOi bilt ky van phong nao clla MPDF !':Ii Hit Nt?i, Thiinh ph6 H6 Chi Minh, Phnom Penh, ho~c Vieng Chan thea dia chi sau:
Ha NQi, Vi~t Nam (Tr\l so- chinh)
63 Ph6Ly Thai Tri, Tling 7
Di~n thO':li: (84-4) 824 7892
Fax: (84-4) 824 7898
Thanh ph6 H6 Chi Minh, Vi~t Nam
Somerset Chancellor Court
PbOng 3B, Ulu 3
21-23 Nguyen Thi Minh Khai, QUf!.n 1
Di~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) 21 9365
Fax: (855-23) 219361
Vieng Chan, Lao
Nehru Road, Pathou Xay
POBox 9690
Di~n tho\li: (856-21) 45 0017
Fax: (856-21) 45 0020
V~ Doanh nghil,'p Vita va Nho, Ngan hang The gi6i
2121 Pennylvania Avenue, NW
Washington, DC 20433, USA
Di~n tho':li: 202-473-6683
Fax: 202-522-3742
Gidi thieu
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Ch lJdng trinh £)ao tCllo Quan Iy danh cho cac Doanh nghi~p VlJa va Nho
Tang quan
ChuO'ng trenh Dao t'fO Qudn if danh cho cac Doanh nghi¢p VUa va NhtJ duqc bien sO<:ln cho cac nM qulm 19 va chil doanh nghi?p vila va nhO. La ngum cM hO!ic ngum qwin 19 doanh nghi?p nhO, b~ quan tam den nhieu khfa qnh cila vi?c dieu hanh mqt doanh nghi?p. Chuang tdnh nay se cung cap cho b~ mqt bq tai li?u hu6ng dan ve marketing trong quan 19 doanh nghi?p. Bq tai li?u nay de c~p den cac chU de sau:
• Xac djnh cac kMi ni?m marketing
• TIm tMp th6ng tin ve khach hang.
• PMt trien cac thOng tin ve qua trlnh va xu hu6ng mua hang cila khach hang
• Xac djnh va IJ!3 ch9n thj trtTang ml,lc tieu phu hqp.
• K€ hO<:lch hoa va phat trien san pMm.
• Phat trien marketing chu trong m6i quan h? va dich Vl,I khach hang. • Phat trien chien luqc quang cao cho doanh nghi?p
• Dinh gia va chien luqc ve gia.
BQ tai li?u ve marketing cila ChuO'ng trlnh Dao tgo Quan ij danh cho cae Doanh nghi¢p Vlia va NhtJ duqc bien so~ nhfun giup cac chil doanh nghi?p va nha quan 19 doanh nghi?p n<1m viing tat ca cac bu6c trong qua tdnh marketing. Mili cu6n sach nghil!n CUll rnQt khia c~h Cl,l the cila hO<:lt dqng marketing. Qua titug cu6n sach ve marketing, b~ se hl,lc duqc cach I~p ke hO<:lch marketing va ling dl,lng ke hO<:lch do vao !hl!c te doanh nghi?p minh. cac cu6n sach ve marketing bao g6m nhiing nqi dung chfnh nhu sau:
• Giai thfeh sl! khac nhau giUa nhu diu tl! nhien, nhu cliu Cl,l tM va nhu cliu co kha nang !hanh tOlln cila khach hang.
• Phlln bi?t duqc 51! khac nhau giiIa d~ diem va I¢ feh cila san pharn rna ngum ban hang ban cho khach hang.
• XAy dl!llg kt hOl!-ch marlreting sao cho phil hgp vill ke hOl!-ch kinh doanh t6ng th~ cua doanh nghi?p.
• M6 ta cac bUGC li).p ke hOl!-ch marketing.
• Xac djnh tMng tin va thu thi).p cac thOng tin dn thiet cho vi¢c ra cac quyet dinh ve chien hlgc marketing.
• Xac dinh va thu tMp tMng tin ve khach hang va ttr khach hang. • PhAn tich va phlln dOl!-n thi wang trong kinh doanh.
• Lga ch<.m cac thj tmang m\lc tieu phil hgp cho doanh nghi¢p. • Xac djnh d~c tfnh cua thi wang ml,lc tieu hi~n tl!-i va tUClllg lai.
• PhAn tich cac chien luge gia khac nhau tfen goc d¢ djnh vi san phAm va djch VI,I.
• Xac djnh chien lugc gia cho tUng thi tmang ml,lc tieu hi~n 1l!-i va tUClllg lai. • PMt trien cac chi€n luge khuech tmClllg va quang cao san phAro.
Phltdng phap nghU~n cUu cuon sach
Cu6n sach nay duqc bien sOl!-n vill m\lc tieu dl! b~ co thl! tg nghien cUu. M~c du cac cu6n sach duge bien sOl!-n hoan chinh, nhung neu bl!-n duge huang dAn, tu van va trao d6i thong tin phan h6i thi hi~u qua hQc se cao hClll. Mbi cuon sach g6m co:
• Kien thiic co ban: g6m nhUng th6ng tin chi tiet, nhUng Uri gi,H thich va cac vi d", minh h<;>a cho cac khai ni?m quan trQng.
. • Bili ~p tl,l ki~m tra: giup bl!-n khi'mg dinh kha nang tiep thu nhUng kien thuc Cel ban d5. duqc h<;>c.
• Bili ~p thqc banh: de bl!-n khAng dinh khii nang ap dl,lng nhfmg kien thuc da h<;>c vao thgc ti8n.
• Bili t~p "nh hu6ng: cho phep bl!-n ket hgp m(it s6 khiii ni?m va lIng dl,lng chUng van cac tinh hu6ng thgc ti8n t'1i cac doanh nghi?p vlra va nho.
• Ke hOl,lch !lng d~ng: cho pMp b~ tirng bu6c ap dl,mg ki€n thuc da hQc vao thl!c tien cong vi~ t\li doanh nghi~p.
HQc if dau
B~ co th~ dQc sach d bilt cu nm dau. Song de d<:tt hi~u suat cao nMt, b~ nen tranh nhiIDg nm 6n ao va co vo tuyen.
HQc luc nito
Di~u nay hoan toan phlJ thui?c VaG b\ln. Co the b~ chi mat 8 ti€ng d6ng h6 la da hQC xong mi?t cuon sach, nhtrng neu b\ln dn nhi~u thm gian hem thl cling khong nen 10 lAng VI vOi m6i mon hQc khac nhau, mQi ngllm d~u hQC vOi t6c d(\ khac nhau. Tot nMt la nen d~t k€ ho~ch tmac va danh mi}t khoang thai gian nao do trong nhiIDg ngay nhat djnh de hoan thanh m(\t cuon sllch thl se hi~u qua hem.
HQc nhl1the nito
KhOng nen qua non nong, hay b6 tri mi?t thm gian bieu d~u d~, vi dlJ nhu m6i Mn chi hQC m(lt ti€ng. HQC d~u d~n se co k€t qua tot hoo nhieu la thlnh thoang hQC d6n trong m(lt thm gian dai.
Hay chuyen HIm vao nhiIDg dieu b~ dang hQC, dQc, ghi chep, hoan thi~n philo bi'ti ~p tl! kiem tra, bai t~p thl!c Mnh, va bill t~p tlnh huong. B~ co the thao lu~n ve cac y tUdng va kinh nghi~m thl!C te vOi nhiIDg ngum khac, vi nhll v~y se giup b~ nang cao sl! hi~u bi€t va kh:ic sa.u nhiIDg gl minh da hQC.
Sau khi da hoan thanh cac pMn bai ~p trong cuon sach, b~ se bilt tay vao philo U'ng dlJng chUng trong vi~c xa.y dJ!ng ke ho~ch U'ng dlJng. Hay trao d6i vOi cac d6ng nghi~p trong doanh nghi~p cUa b~n de: xlly dJ!ng ke' ho~ch thig dlJng. Hay C,! th~ hoa ke ho~ch himh d(lng thilnh tirng bUGC va lugng djnh thm gian de: hoan thanh tirng bu6c do. Nen nha k€ ho~ch thig dlJng nay Ia m(lt cong clJ huang dan het sue linh hO\lt, kh6ng phai Ia m(lt khu6n kh6 cU'ng nhk Vai thang m(lt Mn, b~
phiii ki~m tra I~i ke hO(lch U'ng dlJng cua b~ va dieu chinh, neu thay cilo thiet. Co th~ tim 51! 9iuP do if dau
• Chinh ban than minh. Hay co giing hQc l~i. DUng b6 cu(lc. Neu b~n van chua hieu, dAu bu6i hQC tiep thea hay dQc I~i m(lt IAn nlia.
• Gia dlnh bl,ln, bl,ln be, ho~c dong nghi~p. Ngay cii khi hQ khOng hi~u chu de rna b~n dang trao d6i thi trong qua tnnh thao Iu~ biet dau cau tra 1m I~i 106 len ngay trong dAu b~.
iii
• Giao vien huang dan ciia bl,ln. Bipl co thi! ti€p xuc, yeu du sl! giup do tir phfa cae giang vien va chuyen vien ttl van.
• Tae gia. Cho den thang 9 nam 2001, Chucmg trinh PMt trien DI,l an Me Kong (MPDF) se chuyen cae cAu hOi cua b\ffi co lien quan den n9i dung cu6n sach t61 tac gia. ~ ngh! gm fax, thu h~c thu di~n tit t61 MPDF (xem d!a chi cua MPDF trong phitn Phi€u Danh gia b cUOt cu6n sach).
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Muc luc
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Gi(ri thi~u Chuong trinh I>ao t~o Quan Iy danh cho cac D h oaD ng hI~p OA Vu' a va , ·Nh' 0 . ................................................................... 1
T " . oog quan ............................................................................................. 1 Ph h ' h" , ." h .• uang p ap ng len cllll cuon sac ................................................. II H 'd ... QC a au ...................................................................................... III H 1, , ... QC uc nao ................................................................................... III
HQC nhu the nao ............................................................................ iii C° ' hJ1 t' ., d-' d A ••• t <0 1m Sl! giUp (j (j aU ••.•.•.••••••.••••••••..•••.••••.•.••.....••••.•.••••.•••• III T o' .' C ~ 'h 1 oog quan ve Don sac ................................................................... .
Ml;lC tieu ................................................................................................ 2 Phan doan Thi truOng ......................................................................... 3 . . PhAn do~, xac dinh va dinh vi thi truemg .................................... ,. ....... 6 Phan do~n thi truemg nguOi tieu dung ................................................... 7
Phlin do~ theo yeu t6 dia 19 .......................................................... 8 Phlin do~ theo yeu t6 nhan khAu hqc ............................................ 8 Phlin do~n theo yeu t6 tam ly ......................................................... 9 PhAn do~ theo yeu t6 Mnh vi mua hang .................................... 10
Phlin do~ thi truemg cac t6 chUc ........................................................ 12 Cae yeu t6 ve nhlin khAu hqc ........................................................ 12 Cac yeu t6 ve v~ hanh ................................................................. 13 Cach thuc mua hang ..................................................................... 13 Phlin do~n theo nnh hu6ng ........................................................... 13 Ca tfnh .......................................................................................... 14
Ph&n do<.U1 thi lruOng ml]t cach hi~u qua ............................................. 14 Xac dinh Thi truoog Ml;1c tieu ......................................................... 17 Marketing kh6ng phful bi~t ................................................................. 18 Marketing phful bi¢t ......................................... : .................................. 18 Marketing tr9ng diem .......................................................................... 19 Ll!a ch9n m¢t chien lugc bao phU thi truOng ...................................... 21 T6ng ,ket Cuon sach ........................................................................... 29 , -Of. Ke ho~ch ung dl;lng .•..................•......................................•.•............. 31 Ke ho~h Thg dl,lng lit gi? .................................................... , .............. 31 Lam tM nao de hoan thi¢n m¢t Ke ho~ch Thg dl,lng? ........................ 31 Lam gi vOi Ke ho~ch Thg dl,lng? ......................................................... 31 Bubc tiep theo ...................................................................................... 32 Ph~ ll}c A - Dap an ............................................................................ 43 Phl;lIl;lC B - ehB giai Thu~t ngu ..........................•... , ......................... 53 Ph\ll\lC C - Thong tin b6 sung ......................................................... 77
Tang quan va Cuon sach
Xae dinh thi tnrang ml)e tieu Iii "ae dinh cae nhOm kMeh hang t'!o nen thi tmang va sau do pMt tfien cae san pham eho ehfnh nhom kMeh hang el) the do, g9i ia "thi tmang mle~ tieu".
fM thanh eOng trong kinh doanh, cac doanh nghi~p phai quyet djnh mlnh se nhiim viio thi tnrang ml)c tieu nao.
Cu6n sach nay t:,ip trung vao each thUe phan dO'!n thi tnrang va caeh thUe It,ra eh9n thi tmang ml)e tieu phU h'lP. Doanh nghi~p co tM can cu vao Sl! il!a ch9n nay M dinh vi eac sim phQm ella mlnh va t'!o dJ!Ilg hlnh anh ella doanh nghi~p.
Ml)c dfch ehfnh clla cuon sach nay la neu each thue "ae djnh vii phan do,!n thi tmang de cae doanh nghi~p eo thi! xae dinh eac nhOm thi tmang ml)c tieu clla minh. Cu6n sach nay:
• Neu fch i<;Yi cua vi~e phan do~ thi tnIUng d6i vm d doanh nghi~p va nglIoi muahang.
• can cu de pMn do"n thi tnrang la sl! kMc bi¢t giifa nhUng ngl10i mua hang. • Neu m~t s6 each thuc phan do"n thj trl1ang.
• Neu each thue ll!a eh9n nh6m ngum mua hang nao 111m ml)c tieu cho cae hO'!t d~ng marketing clla doanh nghi¢p.
• M6 ta chien 111qc bao phil thi tnrang va neu each thuc Il!a ch9n chien il1qc thfch h'lP nhat.
Cu6n sach nay Iii co so quan tr9ng cho nhi6u hO'!t d~ng lien quan den cOng tac marketing cua cae doanh nghi¢p nho - l~p ke ho"ch va phat trien san pham, dinh gia va chi€n 111qc gia, quan ly cac mOl quan h¢, khu€ch tmong sim phlim va quang cao.
Thj truUng M~c lieu I
Khi hoan thanh euon saeh nay, b~n se eo kba nang tot han de:
I. Dinh nghia tM nao la mQt thi tnrong va hitiu ve phan do~n thi wang ciing nhu 19i ich ella phan do~n thi truang.
2. PhAn bi~t gifla phan do~n thj truang, xae dinh thi twang ml,lc ti~u va djnh vi thi twang.
3. Neu bon each thuc phan do~n thi twang ngum ti~u dung va niim each thUc phan do~n thi twang cac t6 chuc.
4. N~u bOn tieu chi d~ phan do~n thj wang mQt each hi~u qua.
5. Xae dinh ba chien luqc bao phil thi twang va cac yeu t6 t doanh nghii)p co th~ thanh
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I~p m.,t h~ th6ng giao hang va philn phO! ri~ng cho cac kMch hang 16n t~i nhieu dja dUm.
• Y~u t6 dja du co th~ dugc sir dl!ng d~ phan do~n m.,t nganh, ch~ng h~n quy~t djnh phl!C VI! tilt ca cae doanh nghi~p ml!c li~u t~i m.,! vilng nao do (nhu mien BAc, hay Ha N.,i va vilng Ian c1j.n).
Cac yiiu to ve v~n hanh
cac y€u t6 ve v~n hanh co th~ dugc sir dl!ng d~ phan dOliln thi !rUang nganh. Thj !rUang cac t6 chrrc co th~ dugc pMn dOliln thea cong ngh¢ (n~n t~p trung VaG cOng ngh~ nao cua khach hang?), Elnh tr<:tng sa d¥nglkht5ng sa d¥ng (nhieu, trung blnh hay it), hay khd ruing cUa khach himg (khach hang co can nhieu djeh VI! hay chi m.,t s6 djeh VI!?).
Cach thli'c mua hang
Doanh nghi/?p cO the phan do~ thi !rUang khaeh hang ml!c lieu thea each thue mua hang ella kMch hang.
• Doanh nghi;?p co tM h!a ch9n nhUng khaeh hang rna vi;?c phI! traeh mua hang cho cii cOng ty t~p trung vao m.,t b,? ph~n, hay co th~ eh9n nhUng khaeh hang rna vi;?e phI! traeh mua hang dllgc phan eho m6i chi nhanhIbQ ph~n tll dam nh~.
• Co cAu quyen Il!c ella khaeh hang ml!e ti~u ding quan tT9ng: t~p trung vao cae doanh nghi;?p Kern khau san Kuilt va ky thu~t la quan tr9ng nhilt, hay t~p trung VaG cac doanh nghi;?p de cao eOng rac quan Iy tai ehfnh, hay marketing.
• Ban chat cua nhUng m6i quan h~ hi~n l:;1i co 1M la m,?t ti~u chi quy€t djnh: bliln co cM tr9ng vao cac doanh nghi~p da: quan h~ tir !rUm: hay VaG nhilng khach h1mg tiem nang mm? .
• Chinh sach mua hang chung ella khach hang ml!c ti~u quy djnh nhilng llU ti~n ve mua hang rna m,?t doanh nghi;?p mu6n Il!a ch9n ho~c rnu6n tranh: ~n co eM tT9ng vao cae doanh nghi~p trung thanh vm ngum eung 6ng, hay cac doanh nghil?p doi hOi phAi co Mu tMu kin, doi hOi hqp d6ng djch VI! hay bao dam thay tM hang hong, hay cac dan vi dang tim ki~m chat lugng, djch VI! ho~c gia thap.
Phan do~n theo tinh huong
PMn dOliln thea tlnh hu6ng co th~ can err vao tinh khdn Clip (nhu nhu du can giao hang ngay), 6ng dl!ng d~e bil?t (eM tr9ng VaG nhUng ml!e dfch sir dl!ng d~c bil?t d6i vm san phAro hay tat cii eac 6ng dl!ng clla no), hay quy mo don d~t hang (nMm vao m.,t 86 khach hang 160 hay nhieu khaeh hang nho).
Thi lruitng M,!c lieu 13
ea tinh
Ca tinh co th~ dugc sir d\lng de h,ra chqn cac doanh nghi~p trong nganh m\lc ti~u co cung nhimg gia tri, co cung thai d(i doi vOi riii ro (chu trqng vao cac doonh nghi~p dam m~o hi~m hay cac doanh nghi~p th~ tn;mg), va nhfrng doanh nghi~p ~ cao sl! trung thanh dOi vdi ngum cung ling.
BAI T~P TV KIEM TRA 4 NhiIng yeu t6 nao dugc sir d\lng trong phan do~ thi truOng cac t6 chuc?
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Lo~inganh
0
Diadu
0
Quy mb khach hang
0
Gidi tfnh va tmh ~ng gia mnh
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each thlic mua hang
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D~ diim tam 19
Cac doanh nghi~p philn dOl,ln th! trut nganh va s6lao dQng hQ sir dl.mg). MQt s6 yeu t6 khac ll,li khong de do luang va thOng tin khong san 00. Cbfulg hl,ln, c6 th~ uac IUt san pham duy nhilt ciing tiet ki~m chi phi hoo vi~c khuech truoog nhi6u san pharo tr~n nhi6u thi truang ml,lc ti~u. Chi phf pMt trien san pharo va nghi~n CUu thi truang cling giam.
Tuy nhi~n chien luge nay cling co nhi6u nhugc diem. Khong m(\t san pharo hay nhan hi~u nao co tM thoa man mQi Mi tugng ngum ti~u dung. cac doanh nghi~p khOng phlln do~ thi truang se g~p phai sl! c~h tranh kh6c li~t va se thu duge it I¢ nhu~n. Vi~ t~p trung n6 h,rc marketing vao ph1ln 100 nhlft cua thi truang khien cho cac pMn d~ nhO khong dugc thoa man hoan toan, t~o C<1 bt vi the m~h trong phan do~ thj trui'mg hay trong thj trui'mg hvp rna no ho~t d()ng. Doanh nghi¢p hieu khiich hang va nhu cau eua hq han va co tM t~o dl,ffig duqc uy tin Ian trong khu v\le ho~t d()ng cua minh. Doanh nghi¢p cilng co th~ d~t hi¢u qua kinh te theo quy mo do ehuyen mon hoa trong san xuilt, marketing va phan ph6i m!?t san phAro. cac doanh nghi¢p co thi! vlin co lqi nhui).n cao neu xae djnh dung va ho~t d<>ng t6t trong phan d~ thj trui'mg.
Chien lugc marketing trqng dii!m cling keo theo nhilng rui ro cao han thong thuCmg. Vi¢c theo du6i m!?t hay m<>t s6 phan do~ thj trui'mg se gay thua thi~t Ian neu thi hieu cua khach hang thay d6i. Cac doanh nghi~p ap d~ng chfnh sach marketing trqng di~m eilng de gi,ip SI! qnh tranh cua m ve cong ngh~ gan day cilng cho phep cac doanh nghi¢p phan do~n khaeh hang thanh cae nhOm co y tUOng tlIang tl! nhau. Nhilng eong nghi; nay tiep we dugc hoan thii;n eho tMy chien luge marketing trqng diem se dng ngay cang pM bien trong tuang lai. Chien luge marketing trqng diem rilt co hi~u qua d6i vOi cae doanh nghi¢p vira va nhi) bi h~ cM ve ngu6n life.
Thi Iruollg M ,!C lie.u 19
BAI T ~P TV KI~M TRA 6
1. Dau IiI nhfrng U1l diem cua chien lugc marketing khong pMn bi,,?t? o Chien luQ'c marketing khong phAn bi~t giup tiet ki~m chi phf.
o Chien lugc marketing khong phAn bi~t Mp phlli c~nh tranh khoc li~t.
o Chien luQ'c marketing khOng pMn bi~t di;jc bi~t phil hQ'p vOi nhfrng doanh nghi~p bj h~n cM ve nguOn h,rc.
2. DAu Ia nhfrng U1l diem cua chien luQ'c marketing pMn bi~t?
o Chien luQ'c marketing phAn bi~t giup tling hi~u qua do quy mo san xua't 1611.
o Chien luQ'c marketing pMn bi~t giup tang doanh s6 cao hClIl so vOi chien luQ'c marketing khOng phAn bi~t.
o Chien luQ'c marketing phAn bi~t Hun tang nhieu khoan chi phf. 3. DAu Iii nhiing U1l diem cua chien luge marketing lTQng diem?
o
o
o
20
Chien luge marketing tn;mg diem lam tang tfnh phV thu(jc cua doanh nghi~p VaG m(it nh6m thj tmOOg.
Chien lugc marketing tn~ng diem cho phep doanh nghi~p ~o dl!llg vj tM m~ trong pMn do~n thj tmoog hay trong thi truoog h«p rna no ho~t d(jng.
Chi€n luge marketing lTQng diem d~c bi~t phil hQ'p vOi nhfrng doanh nghi~p bj h~ eM ve nguOn ll!c.
Thj t"tang M~c lieu
oAI T~P THVC HANH 2
Xac dinh cac san phfirn hay cac doanh nghi~p theo du6i ba chi€n llIQ'c bao phU tbj truOng.
A. Chi€n lugc marketing khbng phAn bi~t:
B. Chi€n lugc marketing phAn bi~t:
C. Chi€n lugc marketing trf,'lng diem:
~~ I v, Doanh nghi~p VITa va nhi> thuOng theo du6i chien luge
marketing tr .. mg di~m, tim kiem thi truOng h~p rna cae doanh nghi~p l(m bO qua va dap lIng duqe nhu can thj trtdmg nay tot nen kh3eh hang sAn sang tra mile gia eao hon.
L.,ra chQn mQt chien hIQC bao phu th! trtmng
Ll!a chQn ffiQt chi€n luge bao phil thj truOng doi hOi phiii can nhAc nhieu yeu t6. Nguon l.,e ella doanh nghi~p 111 mQt trong nhfrng y€u to' quan trQng nhat. Doanh nghi~p vi'ra vii. nhc. noi chung khong co du ngu6n Il!C de c~nh tranh vOi cae doanh nghi~p IOn tren cac tbj truOng cua mInh, do do hQ tbuOng chQn chien lugc marketing trQng diem. Vi~c til-P trung vii.o mQt thi truOng mvc tieu hyp, dugc xac dinh r5 rang, duqc gQi Iii. marketing tbi truOng hypo Day Iii. chi€n luqc phil bi€n nMt clla cac doanh nghi~p vira va nbC..
Thj trltCmg MI!C lieu 21
Vi¢<: l,!a eh.;m chien lu'!C phl,l thu(le rat nhieu vao sl! da dl,lng cua sin ph3m. Chien lu'!C marketing kMng phan bi~t phil hgp vm cae san pMm tuoog doi d6ng nhat nhu muoi, cam hay g~o. Slm pharo khiie bi~t ve mau rna phil hgp vm chien lu'!C marketing phan bi~t. May anh va 0 to la cae san pharo dien hlnh co tM ban dum nhieu mau rna khiie nhau de phil hgp vm nhu du eua tUng nhOm d6i tuQllg.
Giai dOl,ln trong chu ky song eua m(lt san pharo eung Ia dieu elln quan tam. M(lt san phiim mm chfing h~n muOng chua the tung ra dum nhieu mau rna khac nhau, do v~y nen ap dl,lng chinh sach marketing kMng phan bi~t hay marketing tn;mg diem.
SI! khac bi~t trong sO ngum mua se quy€t djnh co h(\i de phAn bi~t. Vi~c ap dl,lng chi€n luge philo bi~t d6i vm nhiffig ngum mua co cung thi hieu va thOi quen mua hang se kMng phu hgp.
Chien luQC clla doi tM cl,lnh tranh ding rat quan tn.>ng. Vi~c ap dl,lng chien lu'!C marketing khOng philn bi~t a thi trllOng rna doi thu c~ tranh dli tung ra nhieu san pharo khac nhau la bi~n phap khong hgp IY. Cung nhu v~y, doanh nghi~p xoay xa t6t se theo duOi chien lu'!C marketing philo bi~t hay nhiim va~ thi tmang h<;p 1mi doi thu qnh tranh hi~n dii ap dl,lng chi€n lu<;IC kMng phAn bi~t.
22 Thi truimg MIfC lieu
sAl T~P TINH UUONG 1 CONG TV THANH B~ T (G)
LUU Y: Bai t~p tlnh hu6ng ve eong ty Thilnh D~t duc;te sir d~ng trong mQt s6 eu6n saeh thuQc bQ saeh marketing nay. MQt s6 thong tin ve eong ty nay khae nhau trong tirng eu6n saeh bOi VI cae mang ho~ dQng kbae nhau eua eong ty duge dua ra pMn tfeh phil hc;tp theo ehU de eua tUng euon SIkh. Do do can phfri dQe ky tUng Bai t:).p ttnh huong.
GiOi thi~u v~ rung ty
Nguyen Tht NgQe Nga la ngum sang l:).p va ciing ehfnh Ia giam d6c dieu hilnh eua eong ty Thanh D~t, mcjt eong ty dii phat trien thilnh co so san xulft bao hI theo yeu cau eua kbaeh hang co quy mo Ian nMt mien HAc. sa Ngqc Nga dii tI! mlnh gfty d\ffig eong ty til dAu trong mQt moi truCmg dliy kb6 kban eua thm IcY ehuyen dbi kinh t€ l:J Vi¢t Narn.
Vi¢e kbOi nghi¢p eua eong ty Thanh D~t tieu bieu eho con dUCmg hlnh thilnh eua kbu V\fe tu nhan a Vi¢t Narn. sa NgQe Nga va eMng Iii ong Dinh Hill D~t dii glin vm doanh nghi¢p nha mroe Mu h€t euQc dm eua mInh. ca hai deu Jam vi¢C eho mt>t doanh nghi¢p nha nu&: san xulft tui vabao bi nhl!a theo yeu eliu eua kbiith hang lJ mien Bk COng vi¢c nay kbong chi eho hQ ki~n thUe tuy¢t vm ve eong ngh¢ va thi truCmg bao bl va inlfn, rna con giup hQ e6 nhleu moiquan h¢ quy bau trong nganh.
COng euQc dOi mm duQC ehfnh thue bat diiu tIr nam 1986 va nhiing finh V\fe diSi mm ehfnh duQC trien kbai vaoeuoi nhiing nam 80. Trong b6i eimh diSi mm nay,ba NgQe Nga va ong D~t tha'y lJ eong ty eua hQ kba nang eung ling kbong dap ling duqe nhu eau. HQ blit: dAu suy tfnh xem li¢u mQt doanh nghi¢p tu nhan co the dap ling duqC m<,?t phlin nhiing thi~u hJ!t nay kbong.
Ba NgQe Nga bAt diiu ho~t dQng tu doanh tIr nam 1991 nhung van d6ng thm Hun vi¢e eho doanh nghi¢p nhll nu&:. Chinh doanh nghi¢pnhii nu&: nay dii III ngu6n kbach hang dAu tien eua bit. Thl!C t€ eong ty Thilnh D"t ban daunoan toan lli nha tMu eho doanh nghi¢p nlly. Cong ty mm ra dm trong thm ky dAu chi wa v~ trang trai Mt chi phI bOi eM eong· ty quy~t djnh kY eiie hc;tp dong "beo bQt" do y thue duQC rang eong nhan eua rnlnh tru6c Mt elin phai tieh lUy kinh nghi¢m va dao t~
tay ngM. sa Ngqc Nga sau do ki~m themduge cae hc;tp dong kbac nha bi¢n phap eho ugum moi gim huang phlin tram hoah6ng.
Thi truemg M'1C lieu 23
,
T61 nllIn 1995, ba NgQC Nga tMi vi~ a c6ng ty OOa mrOc va thanh It).p c6ng ty Thanh D~t la m~t c6ng ty tlI OOAn c6 giay phep chiOO thUe rna ba la cM so hitu va ho~t d~ng theo Lut).t C6ng ty ban hanh nllIn 1993.
Cac san phAm cua cong ty Thanh D~t la bao bi m~t. hai va ba lap. Bao bi ding dlIqc phan theo nguyen li~u kMc ilh,au lil bao bi mang (PE) dlIqc san xuat tir OOl!a tdng hqp va bao bl. dlIqc san xuat tfr mang pMc hqp (BOPP). COng ty Thanh D~t trong OOUng nllIn dau chi lam hang PE. nhung ba NgQc Nga n6i ba lu6n c6 y dinh rna r~ng sang lam hang cMt llIqng cao biing BOPP. san xuat bao bi tit cMt li~u BOPP biit dau nllIn 1993 va gicr dAy bao bi tir cMt li~u mang phUc hqp da chitm 25% tOng san hlqng cua c6ngty.
COng ty Thanh D~t da pMt trien thanh ca sa san xuat bao bi theo yeu cllu cua Wch hang c6 quy m6 Ian ooat mien Hie.C6ng ty chiem kholmg 50% thj phltn mien Hie. Sau m~t vai nllIn pMt trien t61 t6c d~ 18-20%. doanh thu duqc baoclio nJlm 1997 cua c6ng ty len 161 khoang 2 ty d6ng (150.000 d() la My). NIlIn 19971Qi nhut).n sau thut biing 4% doanh thu tuc la khoang hon 80 tri~u d6ng'(6.000 d6 la My). Vil.o cu6'i nllIn 1997 cong ty cO them m¢t s6 khach hang m61 va dlJ kien cac chi tieu cua nam 1998 se tang t61 300%. COng ty Thanh D~t h~t d~ng Mt c6ng suat va cong nhan lam mOi tllltn lam 'I ,5 ca.
Tbi trUimg va kbach bang
Ke tU khi cM cach hu6ngthi trlIang cach day mQt th$p kyo nen kinh tt Vi~t Nam tangtrulmg nhanh ch6ng hon ba't cu mQt nen kinh tt "k6n pMt trien nao" tren tht gi61. T6c dQ tang GDP dau nglIm trong su6t nhUng nllIn 90 thlIang xuyen (j muc ng~ m\lc la 8%/nllIn, trong khi I~ pMt trong nhUng nllIn gltn dAy da duqc ki6m soat tirmuc sieu l~ pMt t6i muc dlI61 10%/nAm. SUe mua cua nguCri tieu dung tang m~ va da xudt hi~n mQt tling lap trung luu thanh thj. S1J pMt trien a Vi~t Nam Ill. theo m6IllOO thlinh c6ng cuacac con r6ng ChAu a va dl! kitn xuat kh4u se cang ngay cang duqc quan tAm, dieu d6 giup mi:1 rQng thi trlIang coo hang Vi~t Narn.
S6llIqng va chUng lo~ san phAm cltn bao gi d6ng g6i da tang OOanh ch6ng theo sl! gia tang sUe mua cua nguCri tieu dung trong nuoc va qua trinh hN ~p vil.o thj truOng the gi6i. Nhu cau bao bi cMt luqng cao va cac lo~i bao blkhac OOau nharn phlin bi~t cac san phfun khac nhau da gia tang mQt cach dang ke. NgoAi vi¢<: rna rQng thj truOng trong nlIoc, Vi~t Nam ~t chi tieu xuat khAu day tham v<;mg la khoang 5 tY dll la My mQt nllIn. Tuy OOien, cac doanh nghi~p Vi~t Nam chua ~t
dugc yeu cllu chdt luqng cao cua cac thj tr!Iang xuat khAu va hllu btt bao bl d6ng g6i vAn dugc lam a nuoc ngoAi.
Thl tr!Iang mna bao bi a Vi~t Nam c6 the chia lam ba nh6m: cac c6ng ty c6 v6n dau tu cua nuoc ngoAi, doanh nghi~p nha nlIOC va cac cIlng ty tu ooan. cac coog ty c6v6'n dliu ttl cua mrOc ngoAila nhil'ng c6ng ty yeu cllu cao vI! mii-t chat llIqng
24 Tht truemg M¥c lieu
nhung cfing Hi nhiIng khach hang beo lX1 nMt bCri hQ sifu sang tni gia cao. Doanh nghi~p nhil nucre n6i chung duqc un tien hon so vOl cac cong ty tu nhan bbi hQ de tiep c~ cac nguon v6n. Olc cong ty tu nhlin do thieu khii nIlng tiep c~ nguon v6n nen kh6 c6 the ~ hang vOl kh6i lW;l!lg 1&1 theo mong mu6n Clla ngum cung lIng bao bi, vii doi khi kh6 thu duqc tien hang-eua cae cOng ty nay.
cac cong ty cua Vi~t Nam kh6 thm; miin yeu cAu ve chat hrqng cua cac cong ty c6 v6n dfuI tu cua nuuc ngoiii. Chinh cong ty Thanh D~t dii dam phan v6i (t ra Ia rn<)t cong ty nucre ngoiii nhung khong dap lIng n6i yeu cau ve cMt luqng rung nhu s6 luqng cua c6ng tynay.
Chien luqc cUa cong ty Thanh D~t Ia tim kiem cae doanh nghl~p vila vii nhi) iJ khu Vl1c Ha N<)i, con iJ nhiIng virng kMc thi chi gi6i h~ iJ cae khach hang Ia doanh nghl¢p nhil nucre. COng ty Thanh D~ dii dap ring duqc nhu cau bi quen lang cua khu Vl1c doanhnghl¢p vita va nhi) bbi cae doanh nghi¢p bao bi khae hlemkhi quan tfun den nhiing don hang nh6 cua cac congty tu nhan nay. COng ty Thanh D~ con c6 the d~t ra nhiing dieu ki¢n b6 Sl.l11g dOi vOl cae khach hang tu nhan do vi tM d<)c quyen cua minh·t'ren thi Wang bao hl cao c1fp cUa cacc6ng ty tu nhan.·Oo kh6 khlln trong vi¢c doi tien cac cong ty tu nhan nen cong ty Thanh D~ doi phiii c6 ~ CQC (thuang lii30% t6nggia tri don hang) vii ttll toan hi) khl giao hang. Tuy nhien, ngoiii virng Hi! N<)i ra, nhiing .donhang nh6 nhu v~y dOi vOl cbng ty Thanh D~t cfing khOng kha thi lAm, .do. dO cbng ty bu<)c· phiii tim ki6n cae hqp d6ng 1&1 hon vOl cacdoanh nghi¢p nha nUde.
Hqp dong 1&1 nh!t Clla c{)ng ty Thanh D~t Ia vOl doanh nghi~p cM Kim Nga Clla nhil nucre. Dt.r kien doanh thu tir hqp dOng nay len 161 khoang 2 ty d6ng m<)t nam, g!p dbi so vOl mlic doanh thu ru1m 1997 Iii 2 tY dong va chiem m<)t nira phlio gia tang trong doanh thu Clla nam 1998. Vi~c san xu!t bao bl chothuong hl¢u Kim Nga ntli tieng dii giup cbng ty c6 themm<)t viii khachlUrig mOl. Chang h~, cbng ty cM M<)c Chllu dii lien h¢ vOl cong ty Thanh D~t nha thlly dia chi cua cOng ty Thiinh D~ttren bao bi cM Kim Nga.
sa NgQC Ngakhong kMng cO tham vQng rna rQng sang thi Wimg c~ tranh kh6c li¢t a mien Nam. Nguqc 4i. ba d\!, d!nh nang dp thiet bi va tang cong suat de giit vitng vi map dao iJ thi tnKmg dang tang trub'ng nhanh ch6ng 0 mien Bk Ba uuc tinh doanh nghi¢p cua minh hi¢n chiem 50% ty trQng thi tnKmg m\lc tieu nganh bao bi 0 mien Bk
Xu huang hi~n nay va yeucfuI cua thi wOng dii thuc dliy bil NgQc Nga tiep Wc da ~ hoa vii philt trien cae m~t ho~t d<)ng cua cong ty. Thj tnKmg m\lc tieu chu yeu cua bil Ia cae cong ty san xu!thang xua't khliu va cac cbng tyc6 v6n dli:u tu cua nu6c ngoiii. COng ty cua ba clio pbiii tang cuCmg nang l\!,c san xuat d ve cMt luqng vii s6lw;mg de co the thllm rih:w duqc cac thi truimg nily.
Thi truang MIfC tieu 25
PHAN TICH BAI T~P TINH HU6NG
Hay tci 1m nhUng eliu hoi sau can ell vao thong tin ella Bai tl).p tlnh hu6ng tren:
I. Xae dinh phlin dOlJ,n thi wang m\le tieu quan trQng nMt rna rung tyThlmh DlJ,t nhfun vao.
A. __________________________________________ __ B. ______________________________________ __
2. Hay sir d\lng nhUng d~e diem dudi dliy de mil tit timg thi wang m\le tieu ella doanh nghi~p va vi tri ella n6 trong thi wang. (LUll y rfuIg tinh hu6ng neu ra khOng dll thtmg tin de mo ta toan bl} cae d~ diem)
A. Thj truimg mJ,le tieu A (xem ciIU hOi 1 iJ tren)
a) Mil tit kMeh hang va cae nhu eliu d~ bi~t.
b) Ngu6n thOng tin rna khaeh hang dl,la vao.
c) NhUng thay d6i dl,T kien tren thi wang nay.
d) Lqi tM elj,llh tranh tren thi truang nay.
e) H'mh Anh eua doanh nghi~p/si'tn phflrn !ren thi wang nay.
f) Chien luge bao phU thi trui'mg tren thi wang nay.
g) NhUng d~c diem khae. Hay neu C\I the.
26 Thj Irlfltnf.: lvll;l.C tieu
H. Thi trtrimg m~c tieu B (xem cau hOi 1 iJ tren)
a) Mb til kbaeh hilng va cae nhu cilu di;ie bi¢t.
b) Ngu6n thong tin rna kbaeh hang dlJa vao.
e)Nhfing thay d6i dlJ kien trl\n thi trui'mg nay.
d) Lqi tM e(lnh tranh Wn thi trui'mg nay.
e) Hlnh iinh eua doanh nghi~p/siin ph:lln tren thi trui'mg nay.
f) Chien luge baa phU thi trui'mg trl\n thj trui'mg nay.
g) Nhii'ng di;ie diem khac. Hay nl\u el,l tM.
3. Xae dinh thi trui'mg ml,lc tieu tiem nang rna ba NgQc Nga muon phlit trien va Slr d\lng tMng tin eua Bili t~p tinh hu6ng de nl\u cang nhieu di;ic diem coa thi trui'mg nay cang t61. (Luu <; fang tinh huong neu fa kMng du thbng tin de mo til loan bl) cac di;ic diem.)
a) Tbi trui'mg m\lc lieu chinh rna ba NgQc Nga muon phat trien. b) Mb til khach hang m\lc tieu va cac nhu cau C\l the.
c) Ngu6n thOng tin rna kbach himg ml,lc tieu Ul!d vao.
Thi IruiJng M/ft" lieu 27
d) Nhiing thay ddi dl! ki€n tren thi truGng nay .
. e) L¢ the c~h tranh tren thitTUang nay.
f) Hinh i\nh ciln co cua doanh nghi~p/siin phibn tren thi tTUang nay. g) Chien luqc 000 phil thi truGng sir dl,mg tren thi truang nay .
. h) cac di).c di~m khac. Hay neu Cl,l th~.
28 Thj Inrifnll M!'c lieu
Tang kat Cuon sach
Hay di~rn I~i xern b~n da HUn gi d~ d~t dUQ'c rn~c tieu neu ra trong philn dliu cua cu6n sach nay.
Tm giu b~n se co kha nang t6t hon tTOng vi~c:
I. Dinh nghla duQ'C 1M nao la rn9t thi truO'ng va hMu dUQ'c ve phAn do~n thi truO'ng dIng nhu I¢ feh cua no.
2. PhAn bi~1 giiia phan do~n Ihj IruO'ug, xac djnh thj truang rn~c lieu va djnh vi thj lruang.
3. Neu Mn cach thuc phan do~n thi truO'ng ngum tieu dung va narn cach thuc phlln do~n thi truO'ng cac t6 chuc.
4. Neu b6n tieu chi d~ phAn do~n thi truO'ng m9t cach hi~u qua.
5. Xac dinh ba chi€n luQ'c bao phil thi truO'ng va eac y€u t6 anh hUO'ng Mn c6ng tac nay.
6. Neu nam y€u t6 clin xern xet khi Il!a ch<;m rn9t chi€n IUQ'c bao phil thi twang.
Cu6n sach nay giup chUng ta tlm hi~u each thuc phAn do~ thi truO'ng M doanh nghi~p co th~ xac djnh duQ'C nhOm khach hang rna h<;> c6 th~ dap U'ng t6t nha"t. Xac djnh thi truO'ng rn~c tieu giup pMt hi~n cac co h9i thi truOng va pMt tri~n duQ'C cac san phlirn va Mn hQ'p marketing thanh c6ng.
Cu6n sach nay de c~p vi~c xac dinh va phAn do~ cac thi truOng, cho tMy sl! khac bi~t cua cac kMch hang la co so d~ phlln do~ thj truO'ng va neu each thuc d~ ca doanh nghi~p va khlich hang deu co I¢. Cu6n sach ciing neu cach phan do~ m9t thj truO'ng va cach Il!a ch<;m nhOm khach hang m~c tieu la dOl tuqng d~ lilt ca cac ho~t d9ng marketing cua doanh nghi~p huang 1m. Cu6i cung, cu6n sach neu nhiing chi€n luQ'C bao phu thj truO'ng pM bi€n nha:t va huang diln each Il!a ch<;>n chi€n luQ'C phU hQ'p nhilt.
Ll!a ch<;>n Ihj twang m~c tieu c6 Ie la ho~t d<)ng marketing quan tr<;>ng b~c nha:t, bOi vi~ nay xac dinh dUQ'c khach hang cua doanh nghi~p la ai. Tn khach hang nay.
Thi Inlimg Ml!c tieu 29
Ke ho~ch ling dl;lng la gl?
Ke ho<),ch lfug dl,mg ia m/?t cong Cl,l giup bl,ln ap dl,lng nhiing gi bl,ln h<;>c duqc vao cong vi?c cua minh. Day ia m/?t ban huang din do bl!ll xay dJ!Ilg d~ giup bl!ll: • Xac dinh thi tNang ml,lc ti~u.
• Phan tfch hanh vi mua hang cua kMch hang ca nMn.
• PMn tich hanh vi mua hang cua khach hang la t6 chuc.
Lam the nao d~ hoan thanh mQt
Ke ho~ch ling dl;lng?
Bl!ll n~n xem i<),i cac thOng tin ca ban, cac bai t~p tl! ki~m tra, bai t~p thl!c hilnh va bai t~p tmh hu6ng rna bl!ll da hoan thanh trong cu6n sach nay, va day chfnh la nhfrng ca sa ph\lC Vl,l cho vi~ xay UJ!Ilg ke hOl,lch lIng ul,lng cua b,!n.
Hay thl!c hi¢n tUng buac cua ban ke ho<),ch. lIng dl,lng. Hay suy ngh) va chuan bi cau tra 1m cho mOi buac trong ke hOl,lch lIng d\lng. Neu din thiet bl!ll co th~ tharn khao y kien ho~c 1m khuy~n cua cac d6ng nghi?p.
Lam gi vdi Ke ho~ch ling dl;lng?
Ke ho<),ch lfug dl,mg iii danh cho b<),n. Ke ho?ch do khOng duge danh gia cMm di~rn va kh6ng ai phlti xern l?i tm khi bl!ll y~u cAu m/?t ngum nao do xern xet I?i. Nhu da n~u tr~n, ke hOl,lch lIng dl,lng la rn/?t c6ng Cl,l va m(}t ban huang dan danh cho bl!ll.
Thi Irllt'mg M[fc lieu 31
Sau m(lt thm gian, b~n nen xem xet I,!-i ke ho,!-ch Ung dl,mg cua mlnh m(lt cach djnh kyo Hay sua d6i ke ho~ch khi clin thiet. Hay xem l~i:
• Nhung gl dang pMt huy tac dvng?
• Nhung gl co the phai di tien?
• Lam tM nao de co the thl!C hi¢n cae di tien?
Hiiy thl!c hi¢n bIlt Cll thay dOi dn thier nao coo ban ke hOl'ch Ung dvng cua bl'n. Hay c~p nh~t bim ke ho,!-ch Ung dVng thuang xuyen, vf dV nhu ba thang mQt llin. Di.rng quen thua nh~n sl! tien bQ cua b~n va hay an mi.rng nhung thanh c()ng cua mlnh. Neu b~n pMt hi¢n ra nhung khfa c~nh mm rna b,!-n quan tfun, hay b6 sung chUng vao ke ho~ch Ung dVng.
BlIde tiep theo
my gio la hic b~ bAt d:iu hoan thanh Ke ho,!-ch ung dvng b trang sau. 32 Thj mri'mg M!,c lieu
j' 11\ K£ HO~CH UNG DVNG BU(JC 1: xAc BlNH THl TRUONG M1)C TIEU
Khach hang thuOng c6 cae oou c1iu va nguyen nMn Wc. OOau de chQn san phiim hay dich V\J ciia b~, Nh~n bi€t duqc OOUng pMn d~ thi tnrong nay se giup b~ xac diOO t6t hon va phlfC V\J OOUng khach hang ma b~ c6 tM thoa man m cling tham gia vao cac nh6m kMc - nhu du lich, ngum llim ngM may tfnh, ngM can su d",ng thiet bi
o
Nhiing silO phdm e6 lien quan rna h<;> mua - nhu d6 an eho cae ehuyen di, , phAn mi!m d~ citi d~t vao may tfnh
.
o
H<;> su d",ng san pham/djch Vl,l cila b;:tn ra sao?
o
Ai ra quyet dinh mua hang
o
Ly do mua san philm cua b;:tn
o
SOluqng va tan suat mua
o
Nhu cilu hay dV kien d~c bi~t, vi d", thai h~n su dl!ng cua san pham, djch Vl,l bao h1lnh
o
Ngu6n thOng tin - h<;> bi€t t61 doanh nghi¢p/san phAm bAng each nao?
o
Van di! d6ng g6i
o
Nhu du giao bang
o
Dieu ki¢n vi! tai chfnh/phuong thUe thanh toan
o
Nhiing van di! kbae. Hay neu c", th~. ___________ _
Thi tnti'mg Mlfc tieu 35
Thi tru cung tham gia vao cac nh6m kMc - nhu du Ijch, ngum lam ngM may tinh, ngM can sir d~ng thiet bj
,
i 0
Nhfing san ph!im c6 lien quan rna hq . mua - nhu do an cho cac chuyen di, pMn mem de cili ~t vao may tfnh
o
Hq sir d~ng slm pMm/djch VI! cua b~n fa sao?
o
Ai ra quyet dinh mua hang
o
Ly do mua san ph~m cua b~
o
SOluc;mg va tan suat mua
o
Nhu cau hay dl! kien d~c bi~t, vi d~ thm h~n sir d~ng cua san ph!im, djch VI! bilo hanh
o
Ngu6n thOng tin - hq biet tm doanh , nghi~p/si'm philm bil.ng cach nao?
o
Van de d6ng g6i
o
Nhu cau giao hlmg
o
Dieu ki~n v6 tili chfnh/phucmg thuc thanh toan muon ap d~ng
o
. Olc van de khac. Hay neu c~ the. ____________ _
38 Th[ trllang Mifc lieu
BlfOC 3: N~:U D~C DIEM TH! TRlfONG MlJC TrtU eVA B';'N
Nghien ccru tirng thi truang mve tieu A, B, C, va D rna b~ da xac djnh i:J bu6'c l. M() ta tUng !hi truang mlJc tieu hi~n nay ,~lr dlJng Mn dl).c diem neu dum dily. Thi truang mlJc tieu A: _________________ _
a) M{) til kMch hang va cac nhu cllu d~ bi~t.
b) Ngu6n tMng tin rna khach hang dl)'a vao.
c) NhiIng thay d6i dl)' ki~ tren thi truang nay.
d) L¢ tM c~ tranh tren thi truang nay.
e) H1nh lmh doanh nghi~p/san pMm tren !hi truang nay.
f) Chie'n lugc bao phil thi truang tren !hi truimg nay.
g) cac dl).c diem khac. Hay neu CIJ tb!!.
Thi truimg Ml'i, phong cach s6ng hay col. tfnh.
BAI T~P TVKIEM TRA 4 Nhi'ing yeu t6 nao duqc sir d\lng trong phfln do~ thi wOng cac t6 ch(cc? Ii':! Lol,Iinganh
Ii':! Via du
Ii':! Quy mo khach hang
0 Gim tinh va tlnh tr~ng gia dinh
Ii':! each thuc mua hang
0 D~ diem Him Iy
44 Th! In.(img M~L' tieu
BAI T!P TV KIEM TRA 5 .
Neu b6n yeu cAu rna phan dOl.ln thi truemg phili dap UTig n€u nhu mu6n dinh huOOg mi)t each c6 hi~u qua cho cae n6lqc marketing.
1. 1)0 luemg duqc
2. Co th~ d~t dugc
3. Quy mil dil 100
4. Kh3 thi
TN truirng M,!c tieu 45
BAI T!P TV KIEM TRA 6
1. Dau Ii nhilng UU dil!m eua ehfnh sikh marketing kh6ng phlln bi¢t? o Chien luge marketing khOng'ph:in bi~t giup tiet ki~m chi phi.
o Chien luqc marketing kh6ng phlln bi¢t g~p phai e<)l1h tranh kh6c li¢t.
o Chien luge marketing khong phan bi¢t d~e bi¢t phil hgp vOi nhilng doanh nghi¢p bi h<)l1 eM ve ngu6n ll!e.
2. Dau Ii nhilng UU dillm eua Chien luqc marketing phan bi¢t? o Chien luge marketing phlln bi¢t giUp tang hi¢u qua do quy mo san xuat IOn.
Chien luqc marketing phan bi~t giup tang doanh so cao han so vm chien lugc marketing khOng ph:in bi~t.
o Chien hrgc marketing ph:in bi~t lam tang nhieu khoan chi phi
3. Dau la nhilng uu dil!m eua ehfnh saeh marketing trQng dil!m? o Chien hrqc marketing trl,mg di~m lam tang tinh phl,l thuQc clla doanh nghi~p VaG mQt nhOm thi truOng.
Chien hrgc marketing trQng di~m cho phep doanh nghi~p t~o dl!Dg mQt vi the m~nh trong ph:in do~n thi truimg hay trong thi truimg h«;p rna no ho~t dQng.
Chien luge marketing trl]ng diem d~c bi~t phil hqp vm nhiIng doanh nghi~p bi h~n ch€ vi! nguon ll!c.
46
Th! truimg M,!c lieu
-RAJ: T~P THVC HANH 1
Ghi VaG eM tr6ng xem bqn se pMn doqn thi truang nhu tM nao eho timg sfm ph:lm sau.
sanphilrn
Thd'c an gia sue
ea phe dung eho gia dlnh L6pb tb
Bqn se pMn doqn th! truang nay nhu tM nao
Phan dOl,ln theo hanh vi (gia dlnh phai gi~t gin nhieu, hi) dqe tMn gi~t it, va nhUng ngllai muon mua bqt gi~t khOng gay h:,li den moi trllc quyen pMn ph6i cho san phiim cua m¢t hang khi dong thm ding ban cac san phllm khac cua ding hang nay.
Ban hang gqi y thuyet phl,lc (Suggestion selling) Khach hang mua nhieu han nha ngum ban hang dii giOi thi¢u cho h<.> nhUng san phAm ph", trq, cac chuang trlnh khuyen m<).i d~c bi¢t, cac dqt ban hang c6 Hnh thm VI!.
Ban hang sang t~o (Creative selling) Vi~c ban hang tren co sa dii philn tich ky IUOng nhUng d~c diem clla qua tdnh ra quyet djnh mua hang cua khach hang.
Ban hfmg qua catalogue (Catalog retailer) Ngum ban hang co phong trung biiy san phllm mllu. Khach se dij.t hang qua cac catalog t').i cira hang. Sau do dan hang se duqc th\!C hi¢n t').i kho hang ho~c t').i cua hang.
Ban hang trl.fc tiep (Personal selling) Nhan vi~n ban hang trl!c tiep thuyet ph\lc ,..
khach mua hlmg cua minh.
Ban Ie (Retailing) HO'Jt d9ng clla d9i ngil ban hang va clla doanh nghi¢p de ban hang tOi ngum tieu dung cu6i cung.
Ban Ie ki~u kbac bi~t (Specialty retailer) Ngum ban Ie ph6i hqp m¢t each d<>c dao cae yeu t6 san phllm, djch Vl} v3jho~c uy tfn dll thu hut khach.
Ban Ie tm t~n gia dinh (House-to-house retailing) Dua hang tm ban t~n nha khiich hang.
Ban pha gia (Dumping) Hang hoa xuru khau vOi muc gia re han rat nhieu so vOi giii ban n¢i dja.
TN truOng M IfC tieu 53
Bao bimb (Warran(y) Cam ke't ella nguai ban d6i vrn nguai mua ve vi~c h<.> se chju tfach nhi~m thay the nhU'ng san philm hOng ho\ic hOllll tra tien trong m(lt khoang thai gian nhat dinh. •
Bo tbliu (Bid) Trong thj truang cae t6 chUc, khi m¢t nha cung Ung vie't thu chao hang eho eong ty co nhu cilu mua m¢t lo~i hang hoa ho\ie dich Y\I.
Hien dQng eua cao (Demand variabiliry) Trong thj truang cac t6 chuc, la fmh hm'mg d!a cilu (phai sinh) d6n nhu cilu v6 cac san ph tim lien quan trong vi~e san xuat hang tieu dung.
Bi~u d6 quan Iy (Control charts) Bieu db bieu di~n ke't qua ho~t d¢ng thl!c t6 clla doanh nghi~p so voi tieu ehutln/quy djnh d\it ra.
Bi~u dil!n tbl!e hanb (Demonstration) M(lt khau trong qua trlnh ban hang trong do nhan vien ban hlmg thi! nghi~m vi~c sir d\lng!thl!c hanh ngay tren san philm trong qua trlnh girn thi~u.
c
Cae-ten (Cartel) MQt hlnh thuc cau ket cac cong ty de ~o the dQc quy6n.
Can can tbuang m~i (Balance of trade) St! chenh l~h giii'a kim ng~ch xu at khtlu va nh~p khilu clla m¢t quOc gia.
Can can thanb toan (Balance of payments) DOng ti6n fa vao clla mQt qu6c gia.
Cong ty quang cao (Advertising agency) COng ty dQc I~p lam cong vi~c djch Y\I h6 trq ngum mu6n quang cao trong vi~ l~p ke ho~ch va thl!c hil?n cac chuang trlnh quang cao.
Cam nh~n (Perception) Cai ta cam tMy nha cae giac quan.
Cam nMn co Hnh ehQn IQC (Selective perception) St! nh~n biet ella khach hang d6i vai cac lac nhlin kich thich chi co duqc khi hI? mu6n cam nh~n chUng.
Cam nh~n an y (Subliminal perception) SI! cam nh~ sau hon muc nh~ thuc be ngoai.
Cam nb~n ve san pbilm (Product positioning) Noi ve cam nh~n clla ngum tieu dung v6 cac d\iC di~rn, cong d\lng, chat luqng, uu va nhuqc diem clla m(lt san philm.
Cau (Demand) La yeu cau v6 hang hoa ella ngum tieu dung tren !hi lruang
Cliu pblii sinh (Derived demand) Trong !hi twang cling nghi~p, la nhu cau ve san philm cong nghi~p, co lien quan den nhu cau ve san ph<"!rn rieu dung.
54 Thj truimg M~c lieu
Cam v:jn (Embargo) L~nh clfm hoan toan ve vi~c mua ban m¢t lo,,-i hang hoa nao d6 ho~c quan h~ bubn ban vm m¢t qu6c gia.
Chao hang don Ie (Individual offerings) M¢t trong nhfrng thanh phan co ban cua chien luqc san ph~m hbn hqp, chi chao hang rn¢t si'm ph~ rna thbi.
Chao hang ng:iu nhien (Cold canvassing) GQi di~n chao hang qua di~n tho,,-i tm m¢t nh6m khach hang ngiiu nhien; it mang ll.li hi~u qua va trien vQng.
Chi nh:inh han hiing (Sales branch) Chi nhanh cua m¢t doanh nghi~p san xulft lam chuc nang kho trung chuyen dieu hang cho tUng khu Vl!c th! truOng, chuc nang cbng vi~c tuang tl! vai tro cua m¢t nha ban bubn d¢c I~p.
Chi phi ban hang tren m!)t don vi san phlim (Selling expense ratio) M6i quan h~ giUa chi phi ban hang va tdng san phAm thl!c ban.
Chi phi eo dinh (Fixed costs) Chi phi kMng ph~ thu¢c van kho. Im;mg san ph~rn san xuat, vi d~ nhu chi phi khau hao nha xuc'mg, chi phi bAo hiem.
Chi phi eo dinh trung blnh (A verage fixed cost) BAng tdng chi phi c6 dinh chia cho s6luQl1g san ph~rn san xufit.
Chi phi khi bien (Variable costs) Chi phi c6 the thay ddi khi san IUQl1g thay ddi, vi dt! nhu chi phi nguyen v~t li~u, tra luang cho ngum san xuat trJ!c tiep.
Chi phi khi bien trung blnh (Average variable cost) Bang tdng chi phi kha bien chia cho s6luQl1g san ph~ san xuat.
Chi phi toi ttu (Cost trade-offs) Phuong phap "h~ th6ng tdng tht, ap dt!ng cho h~ th6ng phan ph6i. Chi phi t'.li rn¢t s6 b¢ ph~n chuc nang trong cbng ty S15 tang len trong khi a m¢t s6 b¢ ph~n khac S15 giam xu6ng, song toan b¢ chi phi cho h~ th6ng phan ph6i se d'.lt muc t6i Uti.
Chi phi trung blnh (Average cost) BAng tdng chi phi chia cho s6 IUQl1g san phAm.
Chien luge diy (Pushing strategy) cac hOl.lt d¢ng khuech truang san pMm rac d¢ng trJ!c tiep tm cae kenh phan ph6i, vi d~ nhu h6 t~ quang ca~, chiet khau, giam gia, ban hang trJ!c tiep va cac hOl.lt d¢ng t~ giup ban hang khac cho cac d~i IY·
Chien luqe gia (Pricing strategy) M~t nhiin t6 trong cac quyet dinh marketing, no lien quan trJ!c tiep tm vi~c lam sao dinh fa duqc rn¢t gia ban phai chang rna viin rnang Il,li 19i nhu~ cho doanh nghi~p.
Chien luge keo (Pulling strategy) TMng qua cac hO'.lt d¢ng khuech truong san ph~ de thu hut them khach hang, lam tang duo Chien lugc nay thuang gay suc ep cho rnl,lfig lum phiin ph6i. Khi nh~ tMy cau tang len cac thanh vien cua ml,lfig lum phan ph6i S15 hO'.lt d('mg tieh c\fc hoo de dap Ung IUQl1g cau rnm tang nay.
Th! tr/Lang Mlfc tieu 55
Chien luQ'c khuech truang san phdm (Promotional strategy) MM phan trong chil!n IUQ'c marketing, lien quan den ho~t d()ng ban hang trvc til!p, quang cao va cac cong c~ khuyl!n m~i.
Chien IuQ'C marketing khOng philn bi~t (Undifferentiated marketing) Doanh nghi~p chi san xutlt m()t lo~i san phAm va chi ap d~ng m';'t Mn h<;1P marketing duy nMt de til!p c~n ngum tieu dung.
Chien IUl1c marketing phan bi~t (Differentiated marketing) ~p ke h~ch marketing khac nhau cho timg pMn do~n thi truoog trong thi tmoog t6ng the.
Chien IUl1c marketing trqng di~m (Concentrated marketing) Kieu nhu chien IuQ'c marketing pMn bi?t, doanh nghi~p chQn m';'t ph:m do,!n trong thi tmoog t6ng the va danh toan b';' ngu6n l1!c marketing de ph~c VI! pMn do~n thi truoog do.
Chien IuQ'C phlln phOi (Distribution strategy) M()t khau trong qua trlnh di den quyet dinh marketing, lien quan den vi~c quan Iy hang hoa va chQn kenh phan ph6i.
Chien IUl1c san philm (Product strategy) La m()t khau cua quyet djnh marketing, g6m: thiet ke' bao bl, ten, thuClllg hi~u, chinh sach bao hanh bao tri, chu ky song cua san phdm va phat trien san phAm maio
Chiet khau mua hang (Trade discount) Khoan giam gia eho thanh vien m~ng phan phoi hOi!-c ngum mua do dap ling duQ'C m()t so chlic nang marketing do eong ty de Ta. Con duQ'c gQi Ja ehiet khau theo chlic nang.
Chiet khau mua hang vm so IUl1Dg Ian (Quantity discount) Giam gia ban khi khaeh hang mua vm so IUl1llg nhieu. Chie't khau mua hang e6 tM ap dl,mg hoi).c tren co sb c()ng d6n (e()ng d6n IUl1llg mua eua khach hang d6 trong m()t kholing thm gian nMt djnh), hoi).c Iren CC1 sb giam gia ngay cho timg Ian mua (mua Ian nao giam gia Ian d6).
Chu nghia ngum tieu dung (Consumerism) Ngum lam marketing quan tam di!-e bi~t tm nhu cau va u6"c muon eua ngum tieu dung khi hQ dua ra nhfrng quyet djnh marketing.
Chu ky song cua san phdm (Product life cycle) ~t dAu tit khi san phAm ra dm eho tm khi mlit di. M()t ehu ky song g6m eac giai do~: tham nh~p, tang tmOOg, bao hoa va suy thoai.
Chuoi elra hang (Chain stores) T!).p h<;1P cae dta hang ban Ie cling mvt ho? thong quan Iy va ban cung m()t Io~i san phfun.
Chudn bi hang (Sorting) cae kenh phan phoi dam blto duy tTl IUl1llg hang t6n kho du de dap ling nhn can cua khach hang, bao g6m cae khau: gom hang, phan lo~ hang, eh(.ln IQc hang.
56 Thj truimg M~c lieu
Chinh sach gia (Pricing policy) Chfnh sach chung xay d'!I1g trlin cO sa cac m~c tiliu gia dii de ra. Chfnh sach nay duqc sir d\mg de dua ra nhiIng quy€t djnh c~ the ve ghL
Chinh sacb gia hOt yang sila (Skimming price) Chfnh sach d~t gia cao eho san phllm mm ngay tir khi tham nh~p thj tNOOg.
Cbinh sach gia linb ho~t (Flexible pricing) Chinh sach duy trl gia clla m/?t san phllm lu6n co kha nang dao dl)ng.
Chinb sach gia tham nh~p (Penetration pricing) LA chinh sach gia ap dlJng cho san pharn mm. Muc gia d~ ra luc dau tMp hon so v6i muc gia ho~ch dinh ve !au dai cho san pharn. Sir dlJng chinh 5ach nay de san pharn d~ duqc thi tmoog chap nh~ va chiem finh duqc thi philn.
Chinh sach gia theo vung (Zone pricing) Mbi viing se sa d\lng ml)t chinh sach gia th6ng nhat riling cho vung do.
Chinh sach san xuat hang mau hong (Planned obsolescence) Chinh sach san xuilt nhiIng san pham tu6i th<.> ng£n. Nha san xuilt sir dl,mg nguy~n li~u dau vao Ie song h<.> van kMng gilun gia oon ho~c tang cuoog tfnh nang clla san pharn.
Chinh sach titi cbinb (Fiscal policy) Sir d\lng cac c6ng ClJ thu€ khmi va chi tieu cua chinh phU d€ kit'lm soot nen kinh teo
Chinb saeh tien t~ (Monetary policy) NhiIng ky thu~t chuylin m6n khac nhau rna Ngan hang dung de quan Ij Im;mg tien va liii suilt dt'l rac dQng vao nen kinh te noi chung.
Co gian ve gili ella cau (Price elasticity of demand) ThuClc do pban Ung clla ngum tieu dung vm mbi sl! thay d6i ve gia. Duqc tfnh Mng ti 56 giila phan tram thay d6i luqng cau ve ml)t san pham hay dieh VI! vm phlln triim thay d6i ve gia.
Co gian ve gia ella eung (Price elasticity of supply) Thuoc do phan Ung cua ngum san xuilt vm mbi sl,! thay d6i ve gia. Duqc tinh Mng ti s6 giiIa phan tram thay d6i luqng cung cua mQt san pham hay dich VI! vOi phan tram thay d6i ve gia.
Cua hang chuyen doanh (Specialty store) Ci'ra hang U~ chi ban rnQt lo~i san pham, vi dlJ nhu eira hang ban thjt, cira hang ban gilly nam, eira hang oon dO phI! nil.
Ciia hang thulj.n ti~n (Convenience retailer) Clra hang ban nhiIng lo~i hang hoa diinh eho ngum tiliu dung cu6i cung, cM yeu duqc d~t a nhiIng nm trung tam, gia rna eira diii, tM li!C thanh toan nhanh, nm dii xe thu~n ti~n.
Thi IntOng Mil" lieu 57
D
Dil' li~u til ben ngoai (External data) Trong nghien ciiu marketing, day la dfi li~u thu eap, lily til cac ngu6n th6ng tin ben ngoai doanh nghi~p.
Doanh nghi~p huang vi! him hang (Selling-oriented businesses) Doanh nghi~p eM tn,mg va~ khAu ban hang va chfflh sach khueeh truong san phAm d~ tang doanh s6.
Doanh nghi~p hUOng ve kbach hang (Customer-oriented businesses) Doanh nghi~p chu tn,mg tm. nhu eau eua kMch hang va ph6i hqp eae h~t d~ng marketing M mang I~ Sl! hai long cho kMch hang.
Doanh nghi~p hUOng vi! san ph~m (Product-oriented businesses) cac doanh nghi~p quan tAm den san xu1ft hon l1i nhu cliu cua kMeh hang.
Doanh nghi~p trung gian (Intermediary) Doanh nghi~p hO<,lt d~ng trung gian gifra nha san xu 1ft va ngum tieu dimg eli nhan ho(ic ngum tieu dung Ia cac t6 chuc. cac nha ban Ie va ban buon co tM duqc xep va~ nh6m nay.
Doanh ngbi~p v~n chuy~n rieng (Private carrier) Doanh nghi~p lam c6ng tac v~n chuy~n hang hoa cho ml>t doanh nghi~ duy nMt khac.
Doanh thu (Turnover) TOng doanh thu trong cii nam. Chi s6 doanh thu thuang duqc dung d~ danh gia hi~u qua ban hang.
Doanh thu trung blnh (A verage revenue) Bimg tOng doanh thu chia cho s6Iuqng san pharo san xu1ft. Khi biiu di~n tren~d6 th!, duang doanh thu trung binh chinh Iii duang cau cua m6i doanh nghi~p.
DI1 bao doanh sO (Sales forecast) D1! tfnh doanh s6 biing tien ho(ic don v! san phdm se ban duqc trong khoang thm gian xac dinh trong mong IaL Con s6 nay thuang duqc dua ra trong ke hO<,lch/chuong trinh marketing trong cac dieu ki~n gia thiet ve yeu t6 kinh t€ va cac yeu t6 kbac trong moi truang hO<,lt d~ng. D1! bao co the Iii d6i vm. m~t m~t hang hO(ic m~t nh6m m~t hang.
DI1 toan theo dau san pMm (Fixed sum per unit) Phuong pbap phAn b6 nglln quy, trong do chi phi khu€ch truong san phdm duqc dinh truac tren CC1 sb eon s6 nhfing ky truac ho~c con s6 u6c tfnh.
DI1 trll" an toan (Safety stock) Duy tri t6n kho a muc nMt djnh de dam bao doanh nghi~p khong bj tac dl>ng m<,lllh khi cllu thay dOi va khong bi wi vao tlnh tr<,lllg het hang.
58 Thj truimg M~c lieu
f)
Danh gia (Qualifying) La m~t khau trong qua mnh ban hang de xac djnh li~u m~t nguOi mua tiem nang co the tro thanh kMeh hang khOng.
Danh gia tiem nAng (Prospecting) M~t khAu trong qua tdnh ban hang de tim fa cac kMch hang tiem nang. /
Dl!-i di~n ban hiing (Selling agent) Dan vi ban buon trung gian chuy~n gim thi~u san pMm. D~i di~n ban hang co toan quyen quyet djnh ve chfnh sach gia, nQi dung cac chuang mnh khuech truang san pharo va thuang cung ca'p tai chinh cho nha san xua't.
Dl!-i Iy d(lc quyen (Exclusive dealing) Thoa thu~n ca'm d~i Iy cua mlnh ban hang cua d6i thu c~h tranh.
Dl!-i Iy giao nh~n (Freight forwarder) NguOi ban buon trung gian chuy~n lam cong lac gom hang cua cac eM hang de giam bdt chi phI roc xep hang cho doanh nghi~p.
Dl!-i Iy giao nh~n iJ nlllJc ngoili (Foreign freight forwarders) Ngui'1i. v~ chuyt'ln trung gian t~i nuac ngoai chuy~ lam cong tac phQc VQ vi~c phan ph6i hang ella doanh nghi~p.
Dl!-Ily v:)n chuyen (Common carrier) D~i Iy cung ca'p djch VQ v~n chuyt'ln cho ta-t ca cae cM gill hang.
D~e diem (Features) Cac d*c tinh cua san pMm.
D(l co gian (Elasticity) Thuac do sl! phan Crng cua nguOi mua va nguOi ban vm mbi bien d~ng ve gia.
D(l thoa d\lng (Utility) Kha nang mang l~i sl! thoa man m~t nhu cAu CQ the cua m~t hang hoa hoij.c dich VQ.
Dge quyen (Monopoly) Thj twang chi cO mgt nguOi ban d6i vm m~t lo~i san pharo nao do, khl'mg co hang thay the. Lu~t ch6ng ca'u ket dim mQi hinh thuc dQc quyen, trir dQc quyen t'1m thai nhu d(lc quyen nha nhan hi~u duqc b1 tM kinh te do quy mo.
Dau thau c:,nh tranh (Competitive bidding) Ngum mua yeu cau cac nha cung ting ti€m nang bao gia bang Mn ho~c gia trl th;rc hi~n toan hI) hqp d6ng.
Diifm chien luqc (Strategic window) MQt khming thai gian nhfft dinh khi nang IVC CI,I the cua cong ty dap ting t6i uu nhifng yeu cau can bim cua thi truffilg.
Dinh ghi theo don vi do IUOng (Unit pricing) Gia san phllm dugc quy tren tUng dan vi do luffilg nhu kilogam, lit, ho(l.c nhifng dcm vi q uy chulln khac.
Dinh ghi theo chi phi (Cost-plus pricing) Ml)t phuang pbap dinh gia Iffy chi phi lam CCI si't va cl)ng them mqt ty I~ 19i nhu~ nhfft dinh. CO hai hlnh thUc dinh gia theo chi phi: dinh gia tren chi phi t6ng tM (Sil dl,lng tfft ciI cac chi phi kha bien co lien quan d~ dinh ghi ban ml)t san pharo.) va djnh gia theo chi phi tr;rc tiep lien quan (chi tfnh Mn nhifng chi phi gl'm tr;rc ti€p van san xuat mqt san philm n110 do).
D!nh gia theo chi phi tr\Ic tiep lien quan (Incremental-cost pricing) Chinh sach dinh ghl chi Hnh chi phi tr;rc tiep san xuift ra ml)t san luqng CI,I the.
Dinh gili tren chi phi t6ng th~ (Full-cost pricing) Djnh gia tren CCI sa toan hi! chi phi ~ dam Mo cong ty btl d~p dugc tfft ca cac chi phi va thu dugc 1<;>1 nhu~.
Djnhmuc ban hang (Sales quota) La tieu chl doanh s6, Sll dl,lflg trong phfl.n tich ban hang. La doanh s6 doanh nghi~p dl,f dinh d~t dugc, doanh s6 thJ,fC d~t se dugc so sanh vOi con so' nay.
Dinh vi san phAm (Positioning) Chien lugc marketing ~p trong va~ nhfrng phfl.n do~n clJ tM chu khong pMi Iii toan bi.> thi truo(mg. Chi€n luqc nay nh&m gim thi~u san pharo. vm khach hang Mng cach lien hI? chung vm san pharo. c~nh tranh, vi dlJ chien luqc marketing san pharo. 7-Ups "Uncola" quang cao hlnh llnh 7-Ups 13 ml)t thu nuClc ng9t thay the cho cola.
60 Thj tnlimg MIfC tieu
F
F.O.n t~i nha may (F.O.B. plant) Gia hang kMng bao g6m bilt ky phi v~n chuyen nlio. Tit viet tttt la chii' Giao t~i m~n tau. Ngum mua phiii chju toan ~ phi v~n chuyen, con duqc gQi la F.O.B. g6c.
F.O.B t~i nba may co linh phi vl)n chuytln (F.O.B. plant with freight allowed) Gia giao t~ m<)Il tau co Hnh tMm phi v~n chuyen.
G
GiaJgia ca (Price) Gia hi trao d6i cua m<)t hang hoa ho~c djch VI!.
Gia cao (Price premium) Neu ngum tieu dung nh~ thuc ding m<)t san phllm nao do co gia hi Ian han so vai cae san ph se eho la san pham nay "qua Ii" va neu eao hem mue gia giOi h~n tren thi I~ b! xem ta "qua dii.t".
H
Het hang (Stock out) Ml)t mi.it hang khOng con de ban.
Hinh iinh ei'ra hang ban Ie (Retail image) Quan ni~m eua ngum tieu dung ve m(>t ella hang va kinh nghi~m mua hang a elra hang do.
Hang d6i hang (Bartering) SI,f trao d6i hang Hfy hang, kh6ng co vai tro tien t~ ..
Hang hoa cao cap (Specialty goods) san pham co nhiing di.ie tfnh d(>e dao rna kh6ng phai khach hang nao ciing co thi mua duqc VI gia dii.t, no duqc eoi nhu hang do hi~u.
Hang hoa hAp din (Impulse goods) san pham rna kMch hang thUOng de bi "quyen ru" mua rna kh6ng kip din nMc kY. ThuOng ngum ta hay My nhiing hang hoa nay glin quliy thu tien M ti~n hap dAn ngum lieu dung.
Hang hoa ti~n dl,mg (Convenience goods) Nhiing hang hoa ngum tieu dung mu6n mua thuOng xuyen, de diing, nhanh chOng nhu sua, banh my, xang dliu. IDmg hoa nay thuOng la Jo~i co nban hi~u Va gia thilp.
Hang khuyen ml,li (Premium) San pham mien phi, thUOng kern khi mua m(>t san phfunnaodo. .
Hang nu'iu ph:it kMng (Sampling) Phat kh6ng san ph~m cho nguai tieu dung de h<,> dung thu, ehilp nh~n va sau do se mua.
Hang tieu dung (Consumer goods) Ngum mua se Ia ngum lieu dung, sir dl,mg hang hoa do. Hang hoa lieu dung khOng phiii ta san pham trung gian de ph\lC V\l cho vi~c san xuilt ml)t hang hoa khac.
Hanh vi ngllOi tieu dung (Consumer behavior) Phan Ung va nhiing quyet djnh cua ngum tieu dung ve vi~c mua va sir d\lng hang hoa, djch V\l.
H~n mue (Quota) Ml,lc tieu doanh s6 ban hang hoi.ic con s6 J¢ nhui.in C\l the rna m(>t nhM vien ban hang dl,f djnh se phai ~t dugc.
H~n ng~eh nh~p khau (Import quota) H;:m eh€ ve s6lugng m(>t chung IO,!-i hang hoa CI,I the nao do co the nhi.ip ve.
Ho trg khueeh trllODg ban hang (Promotional allowance) Vi¢c nha san xuilt !iii trg hO'!-t d(>ng quang cao va khu€ch truemg ban hang cho cac thanh vien trong kenh phM phOl nhfun ph6i hgp hi¢u qua chien luge khu€ch truemg san ph:Im trong toan b(> kenh ban hang.
62 Thi truiYng Mlfc tiiu
Hon hqp san pham (Product mix) San pham ho~c mQl nhOm san pham duQC nha marketing dua ra thj ITUdng
HQi chq thuang m~ (Trade fair/trade exhibition) Nhiing dqt hQi chq dugc t6 chuc dinh ky, nm cac c6ng ty thuQc cac nh6m nganh ngM khac nhau mang hang cua mlnh den trung bay gi6'i thi~u cho nguoi tham quan mua Ie va khiich hang mua bu6n.
Hqp dong biln quyen quOc te (Foreign licensing) Trong marketing quOc te, Ia h<;lp dong gina doanh nghi~p v6'i mQt c6ng ty nuOe ngoai 1T0ng do doanh nghi~p cho phep c6ng ty nuOe ngoru san xuat va ti~u thl,l hang clla mlnh t'.li thj Wdng nu6c ngoai.
Hqp tic ban Ie (Retail cooperative) Thoa thu~ Mng h<;lp dong gina mQt nhOm cac nha ban Ie ve vi~c cling mua hang dl,l' ITii tir cac co sa ban bu6n do cac nhll ban Ie sa hiiu, m6i nguoi mua mQt luqng toi thiiu nao do, nh:1m qnh tranh v6'i v6'i cac chu6i cira hang IOn.
H~ thong (System) II nhom cac bl{ ph~n/khau co t6 chilc, li~n ket n:1m trong cung mQt ke hO'.lch v'.lch ra di d'.lt dugc cac ml,lc ti~u clJ thi.
H~ thong marketing tr1,(c tuyen (Vertical Marketing Systems - VMS) La cae k~nh marketing hO<.tl dQng 1T0ng cung h~ th6ng sa hiiu clla mQt c6ng ty. M'.lng lum nay duqc quan 19 mQt cach khoa hqc, dugc hO'.lch djnh wOe tft trung tAm d6 co the thl,l'C hi~n hi~u qua hO'.lt dQng marketing va mang IlI-i anh huang toi da trong m'.lnglum.
H~ thong marketing tr1,(c tuyen cua doanh nghi~p (Corporate Vertical Marketing System) MQt h~ th6ng marketing tfl!c tuyen dugc hlnh thanh dl!a va~ sa hOO duy nMt d6i v6'i m6i c6ng dO'.ln clla k~nh marketing.
HOll-t d(jng marketing cua cac t6 chuc (Organization marketing) HOll-t dQng marketing do cac t6 chuc mang l<.ti I¢ feh cho cQng dong (nhu c6ng doan, t6 chuc chinh tri), cac t6 chUc djch VIJ (nhu wang ph6 tMng, trudng d'.li hqc, ~nh vi~n, bao tang), cac t6 chilc chfnh phll (nhu quAIl dQi, canh sat, phong chay chna chay, buu di~n) thl!c hi~n, nMm tac dQng Mn mQi nguOi dI! hq chap nhi).n ml,lc dfeh, sir dl,lng dich V1J, h~c dong gop Mng each nay hay cach khac cho cac t6 chuc do.
HOll-t dQng phan phOi san phlim (Physical distribution) Mqi hO'.lt dQng di dam bao hang hoa sau khi xulit xuang se den tay nguOi tieu dung mQt cach hi~u qua. Bao g6m vi).n chuyen, luu kho Mi, dong goi bao quan, quan 19 dl,l' tm, xu 19 dan d~t hang, Il,l'a chQn nm d~t kho hang, dl! bao thi truang va djch VIJ ban hang; con gqi la hO'.lt dQng h~u d.n.
Thf InLiYng M,!c lieu 63
K
Kenh philn ph6i (Distribution channel) Oie don vj marketing chju tTlich nhi~m di~u chuyen quy~n so hOO clla hang ho3./djch V\l tu ngU'm si'm xua't de'n ngum tieu dung hoij,c ngU'oi mua trung gian.
Ket qua ho~t d(mg (Bottom line) MQt bi~t ngil (titng Anh) trong kinh doanh noi v~ thU'ac do l<;ri nhu~n chung clla ho~t dQng kinh doanh.
KMi ni~m marketing (Marketing concept) Mang l~i sl,l thba man cho nguoi tieu dung biing vi~c 8im xuilt cai rna he;> mu6n a muc mang l~i l<;ri nhu~n.
Khau hao (Depreciation) Khai ni~m kt toan, tinh ti l~ trich tu doanh thu hang nam bU vao chi phi mua tai san c6 djnh de xac djnh doanh thu rong cua cong ty.
Kho hi'mg d~ tru (Storage warehouse) Kho hang, nai san phfun duoc t~p ke't wac khi giaQ. TImang duqc dung lam cong cv de can d6i cung cliu san phfun clla doanh nghi~.
Kho philn ph6i (Distribution warehouse) Noi s&p xep va tlii phan ph6i san pham. M",c dfch cua kho phan ph6i la nhilm t~o di~u ki~n luu chuyen hang hoa de'n tay ngU'm mua nhanh hon chu kh6ng chi lam chuc nang kho chua.
Khu Vl!e ban hang h~n eM (Closed sales territories) Vung ban hang bj gim h~n ve dja ly theo quy dinh cua nha san xua't d~t ra cho nha phan ph6i.
Khueeh truong ban hang (Sales promotion) La ho~t dQng ban hang kh6ng trl,lc tie'p, da d~g mQt llin va kha d~c bi~t (khOng pMi quang cao).
Khuech truong hon hqp (Promotional mix) NgU'm Him marketing sir dl,mg t6ng the cac ho~t dQng ban hang trl,lc titp va khong trl,lc tiep (g6m quang cao, khuytn m~i, quan h~ c6ng chUng) nhilm d~t dU'qc m",c tieu khuech trU'ong cho san phiim .
Khuech truong san plcim (Promotion) Hanh dQng thOng bao, thuytt phvc gay tac dQng tm qua trlnh fa quye't djnh mua bang cua ngU'm tieu dung.
Ke ho~ch kinh doanh (Business plan) Viin biin trong do v\lch fa cac bu6c doanh nghi~p clin lam de d~t dU'qc m",c tieu kinh doanh cua minh.
Ke ho~ch marketing (Marketing plan) Viin ban v~ch ro cach thuc lam the nao M doanh nghi~p ~t duqc cac mvc tieu marketing.
Ke ho~ch hie chien (Tactical planning) Ke ho~ch thl!C hi~n cac banh dQng clin thiet M d~t duqc m",c tieu clla doanh nghi~p.
Ket thuc ban hi'mg (Closing) MQt khau trong qua tnnh ban hang khi ngU'm ban hOi W;u khach hang co the mua hang th~t sl! hay khOng.
64 Thi Inti:mg M/fc tieu
Kii!m djnh ket qua ban trl!c tiep (Direct-sale results test) M¢t cong c'" do IUOng hi¢u qua cua cac chi tieu khuech tnrong san pham, Mng cach kiem djilh muc doanh thu gia tang tren m¢t don V! chi tieu.
Ky thu~t ban hang gili cao (SeUing up) Ky thu~t thuyet ph",c khach hang mua m¢t m~t hrmg gia cao hon so vm mi).t hang ban dau djnh mua.
L
Luong (salary) Khoan ti€n thanh toan c6 d!nh d!nh ky cho can b¢ cong nhAn vien ke cii nhAn vien ban bang.
4m phat (Inflation) Sl! tAng muc gia chung dAn den giam suc mUa clla ngucri tieu dung.
L~p ke ho~ch (Planning) Dl! tinh cac hOl!t d¢ng trong tuong lai de dl!t dugc nhilng m\lc tieu doanh nghi¢p de Ta.
4P ke ho~ch chien IUQc (Strategic planning) Qua trlnh xac d!nh cac ml,lc tieu C<1 ban cua doanh nghi¢p, phan b6 ngu6n Il!C va thl!C hi¢n then nhilng buac vl!ch san de ~t duqc nhilng m\lc tieu do.
Linh ho~t vi! gia (Price flexibility) Chinh sach duy tn muc gia C<1 d!}ng cho m!}t san phl!m tren thj truOng.
Lqi nhu~n ban bang (Profit margin on sales) Con s6 philn tram thu v€ cua mt'ii d6ng doanh thu sau khi da tm chi phi va thue.
Lqi nhu~n rung mong muon (Expected net profit) La khai ni¢m sil dl,lng trong chien lugc da:u thiiu, duqc Hnh bftng xac 8U1ft th~ng thilu nhan vm gia rna thiiu tru di cac chi phi lien quan,
Lqi nh~n tru6c thue (Profu before tax) Lqi nhu~ tmac thue dugc tfnh bang each tm tdng gia ban di tdng chi phi san xu1ft. DAy Ia lqi nhu~ truac khi tra hoi).c duqc kMu trir thue clla nha mICIc.
Lqi thetuong doi (Comparative advantage) Trong marketing qu6c te, lqi the tuong d6i cua m¢t qu6c gia trong vi~c sil dl,lng cung m¢t ngu6n h!c san xu1ft m¢t san pham nao do hi~u qua hon so vm san xu1ft m¢t san phl!m kMc.
Lqi ich (Benefits) Gili tr! ve c6ng d\lng va Hnh cam rna m¢t san pham dem l~i cho ngum mua.
~i bO san pMm (Product deletion) Lo~i bo vi~c san xuat nhiing san pham phI,! ra khoi dAy chuy€n san xuat.
Thi trttiYng M,!c tieu 65
M
M6i truimg ~nb tranb (Competitive environment) Qua trlnh CQ sat xay ra !ren thi tflIOng.
M6i truimg cbinb tri va phap Iy (Political and legal environment) La m~t b~ phl).n ella moi truimg marketing, g6m e'ac lul).t va cac th6ng tu huang dan hi~n hanh t{ti qu6c gia rna doanh nghi~p dang co ho~t d~ng kinh doanh.
Mau thulln ve nh~n thue (Cognitive dissonance) Sl! 10 lihtg truUc khi di den quye't djnh mua hang, xay ra khi trong ban tMn quan ni~m ella nguOi mua (kien tbuc, tin nguOng, thai d~) co mau thuan.
Ma v~eh quoc te ella san phlim (Universal product code) Mli v~ch d~c bi~t tr~n hang hoa, chi co tM dUng may quet quang hQC de dQC. May quet qua h~ thong may tfnh co the in t~n san phlim va gia ra hoa dan ban hang d6ng thOi tl! dt;lng ngay Il).p tuc vao danh ml,lc hang ban trong bao cao ban hOi;ic xuat hang.
Marketing ca nhan (Person marketing) Nhfrng ho~t dt;lng marketing de thu hUt sg quan tllm chU y va tranh tM cam tlnh cua c6ng cMng vm m~t ca nhlln nao do . . cae ling cil vi~n chi'nh trj va cac nhlln vl).t n6i tieng thuOng Slr dl,lng chinh sach nay.
Marketing lui (Demarketing) ak ho~t d~ng nMm cat giam nhu cau ti~u dung san phlim tr~n thi trlIOng xu6ng tm muc hqp Iy de doanh nghi~p co the s{m xuat va dapling kjp.
Marketing thir nghi~m (Test marketing) ChQn m~t khu V\!c Cl,l the ho~c m(>t d~ tbj trlIang tuang d6i dien hinh cho toan tbj truang de gim thi¢u san phlim mm va v~n dl,lng chien djch khuech trlIang san phlim. can Cll danh gia ket qua thu duqc se quyet djnh Ii¢u co n~n tung san pham d6 ra tr~n quy m6 r(Jng hay khong.
Marketing y tui'mg (Idea marketing) Xac djnh ml,lc ti~u va marketing m(Jt y tuang trong nhom khach hang dli Il!a chQn.
Mot (Fashions) San pham dang pM bie'n, co kha nang Il).p l<)i vong dOi san phlim.
Mot nhat thOi (Fads) M6t t6n t~i thOi gian ngiht vi d\l nhu dong nh<)c disco, Ian songmm.
Miu (Sample) Nh6m d~i di¢n.
Mllu chulin (Quota sample) M~t miu kMng ngAu nhi~n duqc pMn chi a sao cho cac phlln ho~c nh6m d~ di¢n cho loan mAu.
Mllu chum (Cluster sample) Phuang phap lay mAu thoo chum, sau do chQn fa m~t ho~c tat ca cac philn tu trong chum do lam d6i tUQllg nghi~n can.
(j(j Thi IrlltYng Mtp.: lieu
Miu ng:lu nhien h~ thong (Systematic sample) Mliu xae sufit lfiy tfit ea cac v~t co s6 thu tI! N trong ml)t danh sach
MAu philn t6 (Stratified sample).M1lu xac xuat duQ'C ehQn Iga sao cho m6i khi ehQn mb ngliu nhien cr ml)t nh6m san pham nao do no se d~i di~n dlIQ'c eho t6ng mAu
Miu ti~n dl,mg (Convenience sampley-MAu chQn khOng ngliu nhien tu nhiing nguOi san sang wi 1m.
Ml!C tieu ciia chinh slich gia (Pricing objectives) M,!e tieu rna eOng ty mu6n d~t duqe tMng qua vi~ ap d,!ng cae ehinh saeh gia.
Ml!c tieu duy trl (Status quo objectives) Ml)t phlln trong ehi€n luqe gia, m,!e tieu eua no la duy tn mqt mue gia ban 6n djnh.
N
Nganh dich vl! (Tertiary industries) Nganh kinh doanh djeh VI!.
Nganh thuang m~ (Trade industries) Cae t6 ehue, vi d,! nhu cae nba ban buOn va ban Ie, mua hang d~ ve ban l~i eho ngum khac.
Ngay het h~n sir dl,lng (Open dating) Cho bitt ngay cu6i clmg rna san phiim th\Ic pham con co the duQ'C bay ban.
NguOi ban buon (Wholesaler) Ban buOn trung gian co toan quyen quy€t djnh d6i vm hang hoa c6 trong tay. Thu~t ngu ngum dau co ho~c nhll ph1l.n ph6i eung am chi d6i tuqng nay.
Nguiri ban buon djch VI,! tr.;m goi (Rack jobber) NhAn vien ban buOn marketing ml)t s6 san pham nhat djnh d€n t~n' cae clra hang ban Ie, cung tIng djch VI! v~ chuy~n, slip x€p, bao hanh va I~p kho d\I tril t~i quay ban.
Nguiri ban Ie (Retailer) Ngum trung gian ban san pham Mn tay ngum tieu dung eu6i cung.
Nguiri co tieng noi quan trQng (Opinion leader) Ngum e6 ti€ng noi quan trQng trong ml)t nh6m. 'I ki€n cua nhiing nguOi nay thuang rat duQ'C tOn trQng, ngum khac luOn tim Mn hQ d~ xin 1m khuyen. Lm khuyen cua hQ thuang Ia ml)t trong nhiing ngu6n thOng tin ve cac slm pham mm.
NguOi moi giOi (Broker) La d~i 1'1 ban buOn hi) trq ho~t dl)ng marketing bAng cach t6 chuc cho ngum mua va ngum oon t~ nhiing vling dja 1'1 phan tan g~p dugc nhau.
Nguiri nh.n (Receiver) Ngum nMn cac thOng di~p tfIJc ti€p tir h~ th6ng truyen thOng.
Th! tnLiYng M~c lieu 67
NguOi phl,l tnich san ph.lm (Product manager) NguOi dUng ra quan ly m~t ho~c m~t nhOm san phAm. Nguo do hoan toan chiu tnkh nhi';m v~ vi.;c xac dinh ml;lc tieu va l~p chien luge marketing.
NguOi tieu dung tien phong (Consumer innovator) Ngum tieu dung dau tien clla m!)t san phAm ho~c dich VI;! mm.
Nghien cUo mang Unh khai pha (Exploratory research) Cac nghien cUn nMm giiip ngum ta hieu ky, sAu hon nua cae van de xay ra, tim hieu nguyen nMn va nhiing anh huang.
Nghien cUo ve kh:i nang cung cap (Supply study) Phong van ngum tieu dUng de co dUQc nhUng thong tin v~ thai d!), nh~n xet, d~ng co mua hang ella hQ. ThuOng duge thl!e hii?n dum ba hlnh thUe: phOng van qua di~n tho(li, qua thu va phong van trJ!c tiep.
Nguyen v*t li¢u thO (Raw materials) V~t lii?u dau vao nhu san phAm nong nghii?p (Ilia, bOng, siia) hoi.\e san phftm tI! nhien (dOng, qui.\ng kim IO(li, than) de san xuat ra san pham euoi eung. Khi pMn phAm cap nguyen v~t lii?u, nguOi mua se duge dam bito rang san philm quy chuiln va co eung mi.\t bfulg eMt IUQllg.
Nguyen v*t Il¢u trung gian (Component parts and materials) Trong thi truOng cae t6 ehue, nhUng san ph.lm eong nghi~p da hoan thi';n tro thanh chi tiet ella san phlim euoi dIng.
Nhan khdu hQc (Demographics) Nghien eUn cae di\ie diem cua ngum mua tiem nang, nhu : tu6i, gim Hnh, mue thu nh~p.
Nha san xuat (Producers) Nguoi mua san phlim hoij.e dieh VI;! v~ de tiep tl;lc san xuat Ta san phlim hoij.c dieh VI;! khae.
Nhiin hi¢u (Brand) Ten gQi, ky hi';u, bieu tUQllg, thiet ke, hoi\ic ket hQP ella cae yeu to tren, dung de phAn bii?t san philm cua doanh nghi~p vOi san philm eua cac doanh nghi~ c~nh tTanh.
Nhan hi¢u dm,c ua chu9ng hon (Brand preference) Lit giai dO(ln thu hai trong qua trlnh chap nMn nhan hi~u ella m!)t san phlim. Khach hang sau thOi gian dung thlt tra nen thieh dung san ph:lm do hon san ph:lm cua hang khac co ban tren thi trllOng.
Nhan hi¢u ca bi¢t (Individual brand) Chien luge diinh nhan hi~u rieng eho tUng san ph:lm trong nhom cung lo~i chrt khOng g<,>i chung ca nhom duOi cling m~t ten.
Nhan hi¢u duy nhat duQC ua chu9ng (Brand insistence) Lit giai do~ euoi cling trong qua trlnh chap nhi.\n nhan hi~u ella m~t san phlim. KMeh hang chi chap nh~ dung hang dung nhan hii?u do rna khong chap nhlln san philm thay the, h<,> tim mua Mng dUQc hang do mOi thoi.
68 Thi IrlIi'mg MIfC lieu
Nhan hi~u quoc gia (National brands) Quy dinh b<'1i nha san xuiit. Tren thI!c te' doi khi ngl1Cri ta g<;li no la nhiin hi¢u eua ngl1Cri san XliiiL
Nhan hi~u rieng (Private brand) M';'t nhom cae san philm dl1t ~p hgp cac d~c diem v~t lY. d!ch ~, bieu tnmg ~ thba man nhu cau clla con ngum. .
San phAm eimg lo~i (Generic product}"D6 an ho~c d6 gia dl,lng khllng c6 ten tu6i rieng, khllng quang cao, khllng nhiin hi~u.
San phAm hl1U hinh (Tangible products) La san phAm v~t eMt, eM khllng phai dieh ~ nhu IU van phap 1~1. d!eh ~ y ttl.
san pMm the eho (Cannibalizing) san phfun 1M eM san phdm kMe ding do m<;>t hang san xullt.
San phim eong nghi~p (Industrial goods) Hang hoa dugc sir dl,lng lIVe titlp ho~e gian li€p lam nguyen li~u dau vao eho vi~ san xulll mQt lo~i hang hoa khae.
San phim vo hinh (Intangible products) La san ph1Un d!ch ~ nhu tu van lu~t phap, kham b~nh.
San xuat don dau (Speculative production) san xullt can cu tren cO sa dt;! doan clla nha quan ly ve nhu diu lUong lai !ren thi truUng ella lo~i san phfun nay. san pMm duQC san xullt tru6c khi co don d~t hang.
Sinh thai hQc (Ecology) M6i quan M giUa con ngum vffi mlli truUng.
So sanh ehuoi san phim - dich ~ (Goods-services continuum) Phuong phap trinh bay cae dll-e diem gi6ng va kMe nhau giiia cae san pham va dich ~.
T
Tai sir d\lng (Recycling) Tai sir dl,mg chiing hl!-n nhu dOi vm bao bi. Qua trinh nay tl!-o ngu6n nguyen li~u dau vao mm va xir ly duQC mQt tac nMn quan trQng gfty Il nhiem mbi truUng.
Tai san v6n (Capital items) Nhiing thl san Iftu ben co thm gian khllu hao dlii. Tl.lo danh tieng (Prestige goals) Nfun trong chitln lugc ve gia. Dinh gia ban a muc cao de tl!-O eho ngum lieu dung an IUQTIg san phdm la IOl!-i co danh titlng ho~c co chllt lUQTlg cao.
T6ng dieu tra (Census) Thu ~p dilli~u marketing til Illi ca cac ngu6n.
T6ng hI}» IIlc luqng ban hang (Sales force composite) Phuong phap dt;! doon doanh s6 ban hang tren co sa t6ng hqp doanh s6 ban hang dt;! Imh clla Illl ca hrc Im;mg ban hang trong congty.
72 Th! trfLUng M~c tieu
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