🔙 Quay lại trang tải sách pdf ebook Thu Thập Thông Tin Về Quá Trình Và Xu Hướng Mua Hàng Của Khách Hàng Ebooks Nhóm Zalo Thu thap thOng tin • ve qua trinh va xu hUong mua hang cua khach hang Quan tri Marketinv trong cac Doanh nghi,p ~ua va Nho .-........---~ HA XUAT BAN TR Quim tri Marketing trong cac Doanh nghi~p Vila va Nho Thu th~p thong tin ve qua trinh va xu hU'dng mua hang ella khaeh hang TAl BAN LAN THLr I Q OPEN LEARN.'NG AGENCY Ca~adJ'$ Lifelong t.e'W"Hng Provider Onrong trlnh Phat tri~n Dl! an Me K~ng tili trq Vi~n D~i h9C Ma OLA (Canada) bien so~ Cuon sikh nay do Chmmg trlnh Philt tri{;n Dl,l an Me Kong giu han quyiln © 2001 Khong duqc sao chep hoi).c sua d6i neu khOng duqc phep Mng viin bim clla Chuong trinh PMt tri~n Dl! an Me K~ng, LUUY Cuon sach nay duqc xlly dlJIlg tren ca sa tai li¢u giang d~y tren lOp do Vi~n Quan tri Kinh doanh - Dl,li h9C Kinh te Quoc dan, Hi! N(ii pMt trien v6i 51! tai trq clla Chuang trinh Phat tri€n Dl,l an Me Kong, NhOm bien so~n tiii li¢u do Thl,lc si Nguyen Quynh Chi chju tfiich nhi¢m chinh. Cuan sach nay khOng duqc sao ch€p hoi).c sua d6i khi chua duqc phep bAng van ban cua Chuong mnh Phat trien DI! an Me Kong, Chuang tdnh Phat tri~n DI! an Me Kong (MPDF) duqc thrum l~p nam 1997 nh~m h6 trQ sl! hlnh thanh va phat tri~n cua cae doanh nghi~p tu nhan vila va nhc, b Vi~t Nam, Lao va Ciimpuchia. MPDF hi} trQ ky thu(lt cho cac doanh nghi~p trung qua trinh chuan bj cae dl! an dliu tu vm qui mo tir 250.000 den 10 tri~u dola My. MPDF eiing tai trQ vi~e dao t~o cae nhi! quAIl ly doanh nghi?p vila va nhO, cae ngan hang cap tin d\mg cho cae doanh nghi~p vila va nhc" cling nhu cac t6 ehue cung cap djeh VV h6 irq eho doanh nghi~p. MPDF dUQe di~u hrum bbi COng ty Hi shinh Qu6e te (IFC) va dUQe tiii trQ bbi Ngan hang Phat trifn Chau A (ADB), Oxtrnylia, Canada, Phlin Lan, COng ty Tru chinh Qu6c te (IFC), Nh~t Ban. Na Uy, Th\lY Difn, Th\lY Si va Vuang qu6e Anh. Neu clin biet them thong tin, xin lien h~ vm bat ky van phong nao eua MPDF t~i Ha N¢i, Thanh pM H6 Chi Minh, Phnom Penh, h~c Vieng Chan theo dja chi sau: Ha Nt)i, Vi~t Nam (Trl! so chinh) 63 Ph6 Ly Thai T6, Tling 7 Di¢n tho'!i: (84-4) 824 7892 Fax: (84-4) 8247898 Thanh ph6 H6 Chi Minh, Vi~t Nam Somerset Chancellor Court PhOng 3B, Uu 3 21-23 Nguyen Thj Minh Khai, Qu~ 1 Di~n tho~i: (84-8) 823 5266 Fax: (84-8) 823 5271 Phnom Penh, Campuchia 175 Norodom Boulevard Sangkat Boeung Keng Kang 1 Di~n tho~i: (855-23) 21 9365 Fax: (855-23) 219361 Vieng Chan, Lao Nehru Road, Pathou Xay POBox 9690 Di~n tho~i: (856-21) 45 0017 Fax: (856-21) 45 0020 VI! Doanh nghi~p Vita va NhO, Ngan hilng The giro 2121 Pennylvania Avenue, NW Washington, DC 20433, USA Di~n tho~i: 202-473-6683 Fax: 202-522-3742 Gidi thieu • Chlldng trinh Dao t~o Quan Iy danh cho cac Doanh nghi~p VCJa va Nho Tang quan Chuang trinh Dao t{lo Qudn If diinh cho cac Doanh nghi¢p Vua va Nh6 dm;rc bien soq.n cho cac nha quan ly va chu doanh nghi~p vita va nhc.. La nguOi cM ho*c nguOi qwin ly doanh nghi~ nhc., bq.n quan tilm den nhieu khfa cq.nh ciia vi~c dieu hanh mi)t doanh nghiC;p. Chuong tnnh nay se cung cifp cho bq.n mi)t hi? tai Ii~u hu6ng dan ve marketing trong quan Iy doanh nghiC;p. Bi) tai li~u nay de c~p d€n cac chu de sau: • Xac djnh cae khai ni¢m marketing • TIm th~p thOng tin ve khach hang. • Phat tri~n cac thOng tin ~ qua tnnh va xu hu6ng mua hang ella khach hang • Xac djnh va h,ra chQn thi truang m\!c tieu phil hgp. • K€ hoq.ch hoa va phat tri~n san phfun. • Phat tri~n marketing cM trQng moi quan h~ va dich Vl} khach hang. • Phat tri~n chi€n luqc quang cao cho doanh nghi~p • Dinh gia va chi€n luqc ve gia. Hi? tai li~u vo! marketing Clla Chuang trinh Dao t{lo Qudn If danh cho uk Doanh nghi¢p Vua va Nh6 duqc bien soq.n nhfun giup cac chu doanh nghi~p va nha quan Iy doanh nghi¢p ni'im vih1g mt ca cae bUac trong qua trlnh marketing. M6i euan sach nghien CUll mi)t khia cq.nh C\! tM cua hoq.t di)ng marketing. Qua tUng cuan saeh ve Marketing, b~n se hQC duqc each I~p k€ hoq.ch marketing va Ung d\!ng k€ ho~ch d6 va~ thl!c te! doanh nghi~p minh. cac euan sach ve marketing bao g6m nhfing nc)i dung chfnh nhu sau: • GUli thlch sl! khae nhau giiia nhu cau lJ! nhien, nhu cau C\! th~ va nhu cllu c6 khii nang thanh tmin eua khach hang. • Philn bi~t duqc sl! khac nhau gifra d~c diem va lqi ich clla san phfun rna nguOi ban hang ban eho khaeh hang. • Xily d\ffig ke ho~ch marketing sao cho phU hW vffi ke ho~ch kinh doanh t6ng tM cua doanh nghi~p. • M6 tii cac buac l~p ke ho~ch marketing. • Xac d!nh tMng tin va thu th~p cac th6ng tin ciln thil!"t cho vi~c fa cac quyl!"t dinh ve chil!"n luqc marketing. • Xac dinh va thu th~p th6ng tin ve kMch hang va tir kMch hang. • Philn tfeh va philn d~n thi tmang trong kinh doanh. • Ll,la ch(:m cac thi tmang ml,lc tieu phU hW cho doanh nghi~p. • xac dinh dij.c tinh cua thi tmang ml,lc tieu hi~n t~ va tuang lai. • Philn tich cac chien luge gia khae nhau tri!n gOc do) dinh vi san philm va dich VI,l. • Xac dinh chil!"n lugc gia cho timg thi tmang ml,lc tieu hi~n t~i va tuang lai. • PMt trien cae chil!"n luqc khu€ch wang va quang cao san philm. PhU'dng phap nghien c(ru cuon sach Cu6n SIkh nay duqc bien so~n vffi ml,lc tieu de b~ co tM W nghien coo, Mij.c dil cac cu6n sach duqc bien s~ hoan chinh, nhung nl!"u b~ duqc huang dAn, tu vM va trao d6i th6ng tin phin hili thi hi~u qua hQC se cao han. M6i cu6n sach g6m co: • Kien thuc ca ban: g6m nhiing th6ng tin chi til!"t, nhiing lai giai thlch va cac vi dl,l minh hQa cho d.c kMi ni~m quan tfQng. • Bili ~p tl! ki~m tra: giup b~ kh~ng dinh kha nang tiep thu nhiing kien thuc co ban dii dugc hQC. • Bai ~p thl!c hanh: M b~n khling dinh kha nang ap dl,lng nhiing kien thuc dii hQc vao thl,lc tien. • Bili t~p tinh hu6ng: cho phep b,m ket hW m(\t s6 khai ni~m va ll"ng dl,lng chUng vao cac tinh hu6ng thl,lc tien tl).i cac doanh nghi~p vila va nhO. • K€ bo~cb Ung d~ng: cho phep b~ timg buac lip d1)llg kien thuc dii hQC vlio thgc tien c6ng vi~c t~i doanh nghi~p. ii H9C CJ dau B~ co the d9C s,kh a bilt Cll neri dau. Song de d\it hi~u suilt cao nhllt, bl,ln n~n tTanh nhUng neri 6n ao va co vo tuy€n. H9C luc nao Dieu nay hoim toim phI! thu.:;.c vao b\in. Co the b~ chi mllt 8 tieng dOng h6 Ia da h9C xong m':;'! cu6n sach, nhung neu b~ dn nhieu thm gian hon thI ciing khong n~n 10 Iilngvl v6i mbi mon h9C khac nhau, m9i ngum deu h9C vOi t6c d':;' khac nhau. T6t nha't Ia n~n di!-I ke hO\ich tnr6c va danh m':;'t khoang thm gian nao do tTong nhUng ngay nMt djnh de holm thanh m':;'l cu6n sikh thl se hi~u qua hon. H9C nhltthe nao Khong nen qua non nong, hay b6 tTf rn':;'t thm gian bieu ~u di),n, vi dl! nhu rnbi Ian chi h9C rn':;'t tieng. H<;>c ~u di),n se co ket qua t6t hait nhieu Ia thinh thoang h9C dOn trang rn':;'l thm gian dai. Hay chuyen tam van nhUng dieu b~ dang hqc, dqc, ghi chep, hoan thi~n phAn bai t~p tl! kiem tTa, bai t~p thl!c himh, va bai t~p tlnh hu6ng. B~ co the thao Iu~n ve cac y tuang va kinh nghi~rn thl!C t€ v6i nhUng ngum khac, Vl nhu v~y se giup b~ nang eao sl! hieu biet va khilc sau nhUng gl mlnh da h<;>c. Sau khi da hol'm thimh cae phAn bru tii-P tTOng cu6n sach, b~ se hflt tay vao phAn ling dl!ng chUng tTOng vi~c xay dl!flg k€ hO\ich ling dl!ng. Hay trao d6i vOi cac dOng nghi~p tTong doanh nghi~p cua ban de xay dl!flg k€ hO<;lch ling dlJng. Hay c\l thll hoa ke hO<;lch himh d':;'ng thanh tUng bu6c va Im;mg djnh Ihm gian de hoim thanh tUng bu6c d6. N~n nh6 ke hO<;lch ling d\lng nay Ia m':;'t cong C\l hu6ng dan Mt suc Iinh hO\it, khong phai Ia rn':;'l khuon kh6 cling nhk Viii thang m':;'t lAn, b\in phai kiern tra I<;li k€ hO<;lCh ling dl,mg cua b~ va dieu chinh, neu tMy dn thiel. C6 th& tim 51! giup dB CJ dau • Chinh ban thiln minh. Hay c6 gl1ng h9C I\ii. DUng bb cu<)c. Neu b<;ln van chua hieu, dilu bu6i h<;>c tiep thea hay d9C l\ii m':;'t IAn n\ta. • Gia dinh bl,ln, bl,ln be, ho~e dong nghi~p. Ngay ca khi h<;> khOng hillu chi! de rna b~ dang trao d6i thl trong qua mllh thao Iui),n biet dau cau tra lui l\ii Ioe len ngay tTong dliu b\in. • Giao vien hUOng dan eua bl,ln. B~ co the tiep xtic, yeu du sl! giup dcr tU phfa cae giang vien va chuy~n vien tu van. iii • Tac gia. 010 den thang 9 nam 2001, ChllClllg trinh Phat trien D1! an M~ KOng (MPDF) se chuyc!n cae cliu hbi cua b!lll co lien quan den n¢i dung eu6n sach till tac gia. De nghj gill fax, thll h~c thll di~n tif till MPDF (xem dja chi efta MPDF trong phlln Phieu Danh gill a cu6i cu6n sach). Muc luc • • GiOi thi~u Chu(JIlg trinh Dao t~o Quan 15' danh cho cae Doanh nghi~p Vira va Nho ................................................................... i T ' . 6ng quan ............................................................................................... 1 Ph h ' h" , ," h .. utJIlg p ap ng len CUll cuon sac ................................................. II H 'd ... qc d au ...................................................................................... 111 H } ' , ... qc uc nao ................................................................................... 111 H hth " ... qc n u ~ nao ............................................................................ 111 C ' th;J , " d-' d ... o e tIm sJ! glup a a au .......................................................... 111 T6ng qUaIl v€ Cu6n sach ....................................................................... 1 MI;IC tieu ................................................................................................ 2 Thu th~p diI ki¢n v~ khiich har.g ............................................................ 3 00 ki¢n thu cap ..................................................................................... 3 D~ng dfr ki¢n thu cap ............................................................................. 6 Dfr ki¢n tic ben ngoai ...................................................................... 6 Dfr ki¢n tic ben trong ....................................................................... 6 Dfr ki¢n sa cap ....................................................................................... 7 Q ua 't' riD h mna h' ang coa , ng u" m t" leu d' ung ....................................... . 13 Nh~ bi€t Vlln de .................................................................................. 14 TIm ki€m thong tin .............................................................................. 14 Can nhiic cac phucrng an mua .............................................................. 15 Quy€t djnh mua ................................................................................... 15 Danh gia sau khi mua .......................................................................... 15 Khuy€n khfch vi¢c mua hang cua khach ............................................. 16 Qua trlnh mua hang ella kbaeh hang la eae t6 ehile •.••.•....•...•.••.•. 19 Nhl).n bitSt vlln de ........................ , ...................................................... , .. 19 M6 til nhu diu chung ........................................................................... 20 Di;ic diem ky thu~t cua san phAm ........................................................ 20 Tim ngum cung ling ............................................................................ 20 De ngh! gui h6 S(1 chao hang ......................................................... '" ... 20 Llfa chQn ngum cung Crng .................................................................... 21 Quy d!nh giao hang ............................................................................. 21 Danh gia ho~t d¢ng ............................................................................. 21 Dl! bao nhu cau va xu huoog ella nguM mua hang ..•...•....•.••...•.••. 23 Khach hang n6i gl. ............................................................................... 23 Khach hang lam gl. .............................................................................. 24 Khach hang dii lam gi. ......................................................................... 24 T6ng ket Cuon sach ........................................................................... 35 Ke ho~ch Uog d~ng ....................................•......•......•.............•.......... 37 K€ ho~ch Thg dt!ng ia gl? ................................................................... 37 Lam th€ nao M hoan thanh m¢t KtS ho~ch Thg d\lng ? ...................... 37 Lam gl. vrn K€ ho~ch Thg d\lng? ......................................................... 38 Buac titSp thea ...................................................................................... 38 Pb\l '\Ie A - Oap an ............................. , .............................................. 45 Phl;llyc B - Chu giai Thu$.t ngu ....................................................... 59 PhI} JI}C C - Thong tin b6 sung ......................................................... 83 T6ng quan va Cuon sach Cu6n sach nay giup mqt phiin quan tfQng M xay dl!l1g mqt chuang tnnh marketing hi~u qua huang vao mqt thi troang m~c tieu nao do. MQi cOng ty deu phai thu th~p thOng tin ve cac kMch hang m~c tieu cua minh, phan tfeh cac thOng tin do d~ xem nguOi tieu dung ra quye't djnh mna hang nhu the' nao. K.! ho'.'ch marketing phai can cu vao ke't qua phan tfch nay. Cu6n sach nay xac djnh hai lo..,i thOng tin chfnh rna b'.'n co th~ thu th~p ve thj Wang m~c tieu, va danh gia un, nhuqc diem cua cac cOng c~ thu th~p tMng tin khac nhau. M~c dfeh chlnh cua cu6n sach nay 11'1 neu cach thuc thu th~p va su d\lng thOng tin d~ tim hie!u xem khach hang quy€t dinh mua san phAm ciia b'.'n nhu tM nao, va lam the nao de! co th~ cai thi~n duqc cac ho'.'t dqng marketing cua minh. B'.'il siS: • Nghien cUn ngu6n du ki~n so cap, thu cap va phan tfeh mqt s6 cOng c~ thu th!).p du ki~n thuang dung. • Xac djnh thong tin hi~n co ve khach hiing. • Nghien cUn cach thuc fa quye't djnh mua hang cua nguOi tieu dung va str d\lng mO hinh nay d~ xac djnh cac ho'.'t dong khueeh troang co hi~u qua nhllt cho ti'm.g giai do'.'il. • Nghien cUn mo hinh qua mnh mua hang tam giai do'.'il cua nguai mua hang 11'1 cac t6 chuc • Nghien cUn cach thuc theo doi xu huang mm trong mua hang cua khach hang. - Cu6n sach nay la nen tang rat quan trQng cHo nhieu ho'.'t dqng marketing khac cua cac doanh nghi~p nhO nhu I~p k€ ho'.'ch va pMt trien san pham, djnh gia va chien luqc djnh gia, quan 1:5' cac m6i quan h~, khueeh wang san phAm va quang cao. TllU thgp thong tin vi qua trinh va xu In.timg mua hang cua khach hiing MI}C tii!U Nghi~n cm. xong cuon sach nay, b~n se co khil. nang tot hon trong vi~c: 1. Xac djnh hai ngu6n dfr ki~n ve khach hang. 2. Me. ta duqc hai d~ng dit ki~n th.ft cap rna cac ce.ng ty co duqc 3. Me. ta duqc hai d~g dfr ki~n so cap chfnh rna ce.ng ty co duqc. 4. N~u duqc tru va nhuqc diem clla bon phuong pbap thu th~p dit ki~n kbac nhau. 5. N~u duqc it nhat nam ngu6n thOng tin ve kbach hang. 6. Me. ta duqc nam bu6c trong qua trlnh mua hang clla ngum ti~u dung va xac djnh cac ho~t dQng khu€ch truong hi~u qua nhat ling vui tUng bu6c. 7. Me. ta duqc tam giai do~n trong qua trlnh mua hang clla ngum mua hang la cae t6 chuc 8. Xac dinh hai phuong pbap chinh de thea doi xu huang mm tTOng mua hang clla khach hang. 2 Thu thrJp thong tin v! qua trinh va xu huimg mua hang coo kMch hang Thu th~p dCr ki~n va khach hang M9i cong ty deu dn thOng tin ve khach h1mg de biet xem h9 la ai, can thoa man nhii'ng nhu cllu gl, va mua hang nhu the nao. Nhieu cong ty co quy mo nho nen nguoi chi! doanh nghi~p-nha qUlll1 Iy biet ve khach hang cua h9 ngay, va co duqc rat nhi6u thong tin nho tiep xuc, quan sat, hoi han khach hang. Dieu nay rat quan tr9ng, nhung cling ciln phai co thong tin hoan chinh hon, d;:tc bi~t khi thi truimg dmg 1m nen qmh tranh khoc li~t va thay d6i nhanh chong. M9i cong Iy deu rat can m¢t h~ thong thong tin marketing. cac doanh nghi~p co th~ su d~ng hai ngu6n thOng tin nhu neu trang Hlnh I. Phlln nay cua cuon sach se mo tll va phan tfeh hai ngu6n thOng tin nay. Sa cap Quan sat f)i~n tho~i Thucap r-B-e--n-tro-n-g----'II Ben ngoai Hlnh 1: Ngu6n thong tin ella doanh nghi~p. Oft ki~n thu- Cap Nhi~u thong tin duqc thu th~p M ph~c ~ m¢t m~c dich nhung d6ng thai I,!i co th~ su d~ng cho cac m~c dich khac. Lo,!i thong tin nay duqc gqi la dfi' ki~n th(r cap. Tuy diI ki~n tM cap duqc thu th~p cho m¢t m~c dfeh nao do, nhung thuimg cling la thong tin b6 feh ve van de hay tlnh hu6ng rna b:,m dang nghien cw. Chi'mg Thu thijp thong tin ve' qua trinh va xu huang mua hanK ella khiJch hang 3 h~, m¢t nha may kt;O co tM sir dl,lng cac tMng tin di~u tra dan s6 clla thanh phO Nam Djnh de uac IU chllc Te't cho tilt ca, va t6ng chi phi cho cil. kha.u in ifn va cuOc phi brru di¢n chi co 6.000 d6ng m()t chiec, re hon nhieu so vOi phuong an bieu lich. Khach hang cua ong rat cam kfch ve UUn thie'p va Uri chUc. Nhieu ngrrOi gQi di¢n n6i da ~ duqc tbiep va cam on ling. M()t s6 khac th~ chi tOi ngay ci'ra hang di s~ Te't. Dng rat hai long tMy sang kieD. cua minh da dem l~ ket qua. Dng CUng da thu drrqc m()t bai hQc ve tam quan trQng cua vi¢C lrru gilt thong tin ve khach hang. Dng quye't dinh c~p nh~t ccr si:J dlt li¢pdi sau nay co the gUi thu ti:r quang cao va lien h¢ vOi khach hang de dang hon. Ong cling tMy can b6 sung yeu cau thllng tin trong cac hoa don muaMng de c6 the lay duqc mQi thong tin can thie't phong khi ling tie'p tl,lc Quang cao doanh nghi~p cua minh theo cach nay. Thu th(ip thOng tin vi!' qua trinh va xu huiing mua hang eua k}ulch hang 11 PHAN TicH BAI T!P TINH HU6NG 1 Hay tni 1m nhiing cau hOi sau dl!a vao nhiing thOng tin've tlnh hu6ng neu tren: I. Ong Quan li~u c6 tM sir dlJng nhiing phuong phap nao khac d(\ len danh s.kh khach hang glri thiep chUc Tet? 2. B':In khuyen ong sau nay nen lam gl M thu th~p thOng tin ve khach hang? 3. Thanh cong cua ong Quan trong vi~ gui thiep chUc Tet c6 th~ duqc do luang theo each nao? 12 Thu tirq.p thOng tin vi!' qua trinh va xu hullng mua hang clta khach hang Qua trinh mua hang eua nguai tieu dung Qua Idnh rnua hilng eua nguai Mu dung khong don thuiln la hilnh d(ing rnua rn(it san pharn nao d6. Qua trillh nay bilt dau kha lau Inr&c khi xmit hi~n hilnh d(ing rnua va con tiep di~n lllu sau d6. cae eong ty phill ehu y vao tolln b(i qua trlnh rnua hilng chu thOng nen chi t~p trung vao duy nhat quyet djnh rnua eua kMeh hilng. C6 th~ thay nam giai do;p1 trong qua trlnh nay (xem Hinh 2). - - - - Nhfin biel van de (doi giay eil phill thay) Ttmkiem thong tin (tlm eua hang, mall ma,gia, 19a chgn ella ngum khae) Can nhlie cae phuong an (doi naovil'a chan' vita ti6n? y kien ngum kh:ic ra sao) (xern nguai - khae phiin - - - (rug the nao, Danh gia sau khi mua thu de? Mn. so sanh vai doi giayeli) Quyeldinh mua (mua theo Iy Iri hay theo ei\m tinh) Hinh 2: Qua trinh mua hang eua kMch hang. Quyel djnh mua hilng khong nhat thiet phai Iuan thu IUan II! theo nam giai do;p1 nhu sa d6 tren, va nhieu giao djeh rnua hlmg khong dam bao du ci\ nam giai do;p1. Chling ht van de hay mt>t nhu cau chua duqc dap ling. Thu th{ip tIWng tin vi qua tTinh va xu hllitng mua hang eua khach hang 17 /' BAIT~PTHVC HANH 1 Hay nghI ve m('Jt san pMrn hay d!ch VlJ rna b\ill mm mua 1. ~ pharo hay d!ch vl,I gi? ______________ _ 2. B\lfl dll lam gl trong mOi giai dO\ill CUa qua trinh mua hang. Giai dO\ill 1-Nl$l bier van de Giai dO\ill 2-TIm Idem thong tin Giai dO\ill 3-Ciln nMc cac phuCIIlg an Giai dO\ill 4-Quyet d!nh mua . Giai dO\ill 5-Danh gia sau khi mua 18 Thu thgp tlu5ng tin vi!' qua trinh va xu hufJng mua Iu5ng ella khach han!! Qua trinh mua han~ cua khach hang la cac to ch Ltc So v6i ngum tieu dung ca nhan thi cac t6 chuc thuOng mua hang v6i s6 luqng IOn hon va co nhieu ngUm tham gia van qua trinh ra quyet djnh mua hang. Ket qua la qua trinh mua hang cua cac t6 chuc phuc t')p hon so v6i qua trinh mua hang eua ngum tieu dung. CO thi! xac djnh dlIgc tam giai do<)n trong qua trinh nay (xem Minh 4). Vi¢e mua hang llin dau hay mua nhUng mi1-t hang phuc t')p thlIOng doi hoi phili tuan thu toan bQ cac giai dO<)fl nay. Vi¢e mua hang djnh ky (vi d1,l mua thuOng xuyen nhUng mi1-t hang ehuan) khong doi hoi phili tuan thea du tam giai do<)n. Nh~n biet MOti nhu tau ~c diim k9 thu~t TIm ngliO'i .4. co the gay anh huimg toi cac d~c diem ky thu~t cua san phlim va du tM nao di nfia ciing nhanh chan han so vm d6i thu c~nh tranh bCri h<;> bitt can phi'li lam gl de ron duQ'C hang. C6ng ty banh kyo Kinh D6 chfutg hi).n co the dung ky su cua mlnh de xac dinh r~ng h<;> can duang mia lo~i RE. D~c di~m ky thu~t clIa san phim Doanh nghi~p mua hang phai h!a ch<;>n va xac dinh cac d~c diem ky thu~t cua san phllm. Day la can cu de doanh nghi~p de nghi me)t s6 nguoi cung UTig dugc b!a ch<;>n gill hiS sO" chao hang. Ngum cung UTig nao co tM cung cap thong tin giup hlnh tMnh cae di).c diem ky thu~t cho san phllm cua khach hang se co lqi tM. Chfutg hi).ll, ne'u ngum mua quy!t djnh r~ng h<;> mu6n loi).i bao bl co the tai sinh thi ngum cung UTig nao chao lo~i bao bl Mng giay hay cac-tong se co lqi th!. Tim ngLi'di cung U'ng Nhi~m V\I ti!p theo cua ngum mua la xac djnh nhiing nguoi cung UTig tiem nang. Ne'u day la mua l:in dilu hay mi).t hang dAt tien hoij.c thong s6 ky thu~t phuc ti).p thi ngum mua se phi'li mat nhieu thm gian cho cong vi~c nay. Nhan vien marketing dn tIm hieu nhiingc6ng ty dang tim kie'm ngum cung UTig va diim bilO r~ng ngum ta bie't tm mlnh. Can be) cung tieu cua c6ng ty ronh kyo Kinh D6 chling hi).n se phai lien h~ vm nhieu ngum cung UTig duang de tim hieu xem nguoi cung UTig nao co nang ll!c cung UTig t6t nMt nhiing mi).t hang c:in thie't. De nghi glr1 ho sd chao hang TiS chuc mua hang de nghi nhii'ng ngum cung UTig du tieu chulln gill hiS sa chao hang. Me)t s6 hiS sO" chao hang chi can me)t ban catalog si'm pham hay ta roo gia, con me)t s6 h6 sa cMo h1mg khac doi hOi phai co thu hay me)t hinh thuc trlnh bay chfnh thuc. Ngum cung 6ng gill hiS sa chao hang phai co kinh nghi~m trong vi~ nghien cUu, vie't lach va tnnh bay. 20 Thu thtjp thong tin v~ qua trlnh va xu httitng mua hang cua khach hang Llfa chQn ngltdi cung U'ng BI10C nay tuang U'ng vm giai dO\ill quyi!t djnh mua hang cua ngl1m tieu dung ca nhan. T6 chlic mua hang xem xet I~i tieu chuAn h,ra ch<;m va eh<;>n ngum cung U'ng nao rna hq tin rlng se cung clip gia trj va djch ~ t6t nha:t. M6i t6 chuc sir dl,mg cae tieu chuAn khac nhau, nhung n6i chung deu danh gia cao kha niing cua ngum cung U'ng trong vi~c thfch U'ng vm nhiIng thay d6i ve nhu cau. Quy djnh giao hang Da.y la giai do~n ngum mua hang dam phan vm (nhiIng) ngl1m cung U'ng dl1gc ch<;>n ve cac yeu cau ve ky thu~t, s61l1gng, thai h~n giao hang, quy djnh ve vi~c tra I~i hang, bao hanh, bao trl va sua chiia. Th\!C chilt day chinh la cae dieu khoan hgp d6ng gifra ngum cung ling va ngl1m mua hang. Danh gia ho~t dQng T6 chuc mua hang danh gia ho~t dqng cua ngum cung (mg va xac djnh mlic dq thoa man cua minh d6i vm cac san phfun va djch V\!. Vi~c danh gia nay se la tien de de t6 chuc khach hang co tiep tl.Jc mua hang cua ngl1m cung U'ng do hay khong, dieu chinh hgp d6ng cung U'ng hay huy hgp d6ng. Ngl1m cung ling eAn sir dvng cae lieu chuAn cua ngl1m mua de tl)' danh gia minh va dam bao rling ngl1ui mua phai dl1qc thoa man. Thu thtJp th~ng tin ve qua trlnh va xu hUimg mua himg cua kJuJch hang 21 BAI T!P TV KIEM TRA 4 Danh dau vllo 6 xem cac cau sau day 111 dung hay sai. 1. Ngum cung iing dn c6 gang t~o uy tfn t6t tren thi trun. cac eong ty lam thu nghi~m thi truang de xem san phlim cila mlnh cO thanh cong hay khong truac khi dau tu cae ngu6n Igc can thiet de tung fa toan b¢ thi truang. Dieu nay di).c bi~t hiiu fch doi vOi cac san phllm hay thj tTUang mOi co nguy C<1 that b~i cao. cae cong ty nhi) thuang lam thu nghi~m thi truang khi h<;> tung cae san phlim mOi ra cho m¢t luqng khaeh hilng h~ che de xem khach hang phan ling the nao. Cong ty banh k,;,o Kinh Do chang h~n da thu nghi~m ban banh ng<;>t a m¢t trien lam va quan sat thay hau nhu ai cling mua m¢t chiec M an va sau do mua vai chiec flIla M mang ve. COng ty quyet dinh tung san ph1lm nay ra vOi bao bl di).c bi~t gifr banh nang lau han ph\lC v\l nhfrng ai muon mua ve nha an. Khach hang da lam gi Nhieu cong ty can cli'vao doanh so ban hang trudc day M dl! bao cho tlIang lai. Qua khli' thlIang la can cli' ra:t tot de dl! bao cho tlIang lai neu nhlI kMng co nhfrng bien d¢ng 16'n trong moi truang ho~t d¢ng (nhlI cO m¢t san phftm qnh tranh mOi, thay d6i ve cong ngh~ hay bien d¢ng trong nen kinh te), Co the phan uch doanh so va xu hlI6'ng trudc day, sit d\lng so li~u thong ke de dl! bao m¢t cach hi~n thl!c nhat kh1l nang ban hilng trong tlIang lai. M¢t so cong ty sir d\lng h~ thOng d1fu hi~u canh bao de dlI bao doanh thu. Dau hieu canh bao la m~t thlIac do luon thay d6i cilfig chieu vOi doanh thu cua cong ty nhung xay ra s6'm hem. Chilng h~, nhfrng nglIm ban do gia d\lng va cac mi).t hang tieu dung khac biet Ting khi Iai suat giam, doanh thu cila h<;> se tang bai nglIai tieu dung co the co tien de mua hang nhieu han. cac cong ty co tM phoi hgp su d\lng cac phuang phap nay de udc lLrqng nhu cau vii pMt hi~n nhilng thay deli tTong xu hu(mg mua hang. Dl! bao khong bao gia Iii 24 Thu th(zp thong tin 1'e qua trinh va xu huang mua hang cua khach hang hoan hao, nhung d.c cllng ty co the rut kinh nghi~rn va ch~t luqng dl! bao nhflng narn sau thuang tot han nhflng nam tnrUc. DI! bao tot la yeu t6 thimh cllng quan trQng cua rnQt cllng ty. D\! bao t6i co tM lam cllng ty phai duy td luqng t6n kho qua Ian gay ton kern, hOi!C duy td luqng tbn kho qua it lam rna:t di Cel hQi ban them hang. Thu th£lp thOng tin vi! qua trinh va xu hu.mg mua hang eua kMch hiing 25 HAl T ~P TV KlEM TRA 5 Danh dau vii.o l\ xem cae cau sau day Iii. dung hay sai. I. Di6u tra dl! dinh cua ngum mua hang co nghia Iii. hoi ngum mua hang xem hI? dl! dinh se mua gl. o Dung o Sai 2. Thlr nghi~m thj truOrig Iii. m,:,>t tM tl!c hiiu fch de thlr nghi~m xem vi~c ban rn.:.>t san pharo co the thay d6i nhu the" nao sau nay. o Dung D Sai 3. Nhieu cling ty dl! bao dl!a iren doanh s6 ban hang truac day. DDtlng D Sai 4. Dieu' duy nh<1't rna b~ bie"t chAc ve dl! bao doanh thu ban hang la dl! bao se bisai. DDling DSai 5. Nhan vien ban hang trJ!c ti€p co the dl! bao tU<1llg d6i chfnh xac v6 doanh 86 ban va nhiing xu huang maio D Dung 26 D Sai D., bao tot Iii yeu to thanh cong quan tr«;mg cila m(lt cong ty. eMt hrqng d., bao cila cae cong ty nAm sau thuimg t6t hOll nAm truac. Thu th9P th6ng tin vi qua trinh va .xu hfCbng mua hiing coo khtich hiing Nghien CUll m(\t finhhu6ng trong d6'b~ Ia nguOi mua hang h~c la nguOi cung lffig cho m(\t c6ng ty khac. Xac djnh tlnh hu6ng kill giao djch mua dien ra Ian d1iu .. L MO ta tlnh hu6ng (ai mua gi cua ai). 2. N6i xem b~ dii lamgl. U'ng vm timg giai do~ Clla qua tdnh mua hang. Giai do~ I-Nh~ bitt v:fu de Giai d~ 2-MO tA nhu c1iu chung Giai do~ 3-D~ diem ky th~t cua san phlim Giai do~ 4-TIm nguOi cung lffig Giai dol,Ul 5-De nghj girl h6 so chao hang Giaido~ 6-L\!a chc;m ngufYi cung lffig Giai do~ 7-Quy djnh giao hang Thu th(ip thong tin ve' qua trfnh va xu huang mua hang cua khach hang 27 /' BAI T ~P TtNH HU6NG 2 C()NG TV THANH D~T (D) Luu y; &i t4p tlnhhU6ng v~ cMg ty ThAnh D\lt dugc sir dvng trong m~t s6 cu6n SIkh trongnh6m chi # vt marketing. VAn 1~ rong ty d6, OOlffig mOi hie th6ng tin l~ Wc nhau·\JOi eJulngtaphtln tich cac mlmgh~t d~ng kMc OOail cua rong ty cho hQp vaicMdtcitattrngcu6n sach. Do d6 din pMi dQC Icy tUng bhl t4P finh hu6ng. . . Gi61 th~chung v~l)(}ngty NguyfuTh!NgqcNga languCrl sangl~p va ciing chfnh ta giam d6c dieu hlmh cua cMg ty.'Illbh D{lt.m¢t c6ng ty4apMt trien thanh cC/sa san xu!!t bao bi thea yeu CIDl cilakMchhMgco quy m61an nMt mi~n Bac. Ba Ngqc Nga da til ml.nh gAy dvng "C6ngty tit d&U trong m(ltm6i tnti:mgdlty kh6 khan cua thCrl kt chuyen d6i kinh t€ i:J vI¢tl'f:,; xu hUdng mua hiing eua khach hang ang ty Thimh D~t dii. pMt trien thimh cCi sa san xuat bao bi theo yeu cau cua khach hiing c6 quy mo IOn nhat mien BAc. ang ty chi€m khoang 50% thj phan mien B:ic. Sau m<)t vai nam pMt trien tm t6c d<) 18-20%, doanh thu dugc bao cao nam 1997 cua cong ty len tm khoang 2 tY dOng (150.000 do la My). Nam 1997 I¢ nhu~n sau thue Mng 4% doanh thu tuc Iii khoang hoo 80 tri~u dOng (6.000 do la My). Vao cuoi nam 1997 cong ty co tMm m(>t sO khach hang mm va dV kien cac chi tieu cua nam 1998 se tang tm 300%. Cae san pham va khaeh hang , cac san pliam cua cong ty Thanh D~t la bao bl m<)t, hai va ba lap. Bao bl cling dugc phlin theo nguyen Ii~u khac nhau la bao bl mang (PE) dugc san xuat tiI nhva t6ng hgp va bao bl dugc san xuat til mang phuc hgp (BOPP). ang ty Thimh D~t trong nhitng nam dAu chi lam hang PE, nhuug ba NgQC Nga n6i bli luon c6 y djnh rna r<)ng sang lam hang chat luqng cao bang BOPP. san xuat bao bi tiI cMt li~u BOPP Mt dAu nam 1993 va gia day bao bi tiI cMt li~u mang phUc hgp dii chi€m 25% t6ng san luqng cua cong ty. Toan b<) nguyen li~u cua cong ty Thanh D~t ia nh~p khau. Mvc in chu yeu cua Nh~t, con d~i da 56 nguyen li~u san xuat bao bl nMp tiI Han Qu6c. Cling nhu nhieu m~t hOl,lt d<)ng khac cua cong ty, m6i quan h¢ cua b1l NgQc Nga v(Ji cac cong ty cung cap nguyen v~t li~u dii dugc xay dvng ngay til khi bli cOn lam cho nha nu6'c. ang ty Thanh D~t thl.l'c TIl khoug ~p khau trvc tiep cac nguyen li~u dau vao rna rnua thong qua cong ty nha nu6'c clla ba NgQc Nga wac dAy. Cong ty Thimh D~t tiep t\lC rna r<)ng ho~t d<)ng VaG nam 1997 va Ian nay Iii rna m<)t Clm hang ban nguyen v,!-t Ii~u nganh bao bl cho cac C{J sb bao bl khac b Vi~t Nam. Vi~c ban ml!c va nhJ!a h~t nh~p khau c6 lill hoo so vm hOl,lt d<)ng san xuat truyen th6ng clla cong ty. Th, Wang rnua bao bl b Vi¢t Nam c6 the chia lam ba nh6m: cac cong ty c6 von dau tu cua nu6'c ngoai, doanh nghi~p nha nu6'c va cac cong ty tu nhlin. cac c6ng ty c6 von dau tu clla nu6'c ngoai Iii nhitng cong ty kh6 tinh nhat ve rni),t chat lugng nhung cling la nhi'tng khach hang beo bb nhat bbi hQ san sang tra gia cao. Doanh nghi~p nha nuac n6i chung dugc un tien hoo so vm cac cong ty tu nhlin bdi hQ de tiep c~ cac nguOn von. cac c6ng ty tu nhlin do thi€u kha nang tiep c~ nguOn von nen kh6 c6 the dij.t hang kh6i luqng IOn theo mong muon ella ngum cung Ung bao bl. Thu rhtJp thong tin ve qua trmh va xu huOn!: mua hang eLla khach hang 29 Qic cOngty cuaVi~t Nam kh6 thoi! man yeu cau ve cMt lugng cua cac cOng ty c6 v6n dau tlIcUa nu6'c ngom. Chinh cOng ty Thanh D~t da ¥m phan vm it ra lA m¢t cOngty nu6'c ngoru nllUng khong dAp Ung n6i yeu cau ve cMt hrqng ding nhu s6 luqng cua. cOngtynay .Olie'n lu<}C clla cOng ty Thanh D~t vai khach hang Vi~t Nam Ui fun ki~ cae .doanh nghi~pvirava nhO b khu VI!C Ha N¢i, con b nhUng vilngkhactlii chlgiaih~b cae IduU;h hang ia ctO!i\1h ngh~p nhi't mWc. cong ty Thanh DlJt diidAp (ing dU!;1c nhu citu bjquen lang cUa khu \f\lc dO!i\1h nghi~ vita va nhb bbi cac doanh nghi~p bao bl kMchieinkhi quan tam de'n nhUng dcrn hang nhb cua ciiccOng ty tu nMn nay. COng ty Thanh D~t con co tM d~t ranhUng dieu ki~n bd sung d6ivai cac Wch hang tit nhan do vi tM d¢c quyen clla minh tren thi tnrong ba()blcaoclfp cuacac congtytu nMn. Do.khokhan trong vi~ doi tien cac . cOng ty tunhannt1lcOngty Thanh DlJt !foi phruc6 d~t CQC (thU<'mg la 30% t6ng gia tQ dan hang) va tm toanb¢ khi giao hang. Nhung ngohl vUng Ha N¢i ra thl nhiing danharig nhb nhlI.V.y th~ chi vm COng ty .Thanh Dl].t ciing khOng kha till lam. do d6cOng ty bu¢c pMi fun ki~m cac hqp dOng Ian han vai cac doanh ng1Ii~nhanu<1c. . Ba NgQC Nga khOng mu6n ph~ thu¢c hoan toan vao lam hang cho cOng ty cfi v6i tit each chila thliuphq., dieud6 dbi hOi ba phAi quan tam hcrn cho cOUg tac marketi,ng. ~gty 'I'hruiJ)Dl].t hi~ne6 ba nMnvien d~ trach vi~ lien h~ vm cac khachhang hi~ilc6ya eli khachMng tiem nang. COngtyThaIthDl].tch~apd~gh~ thOng nghien ciiu thi tru<'mg bai ban nao. Phuong phap 11m kitfm kfuichh¥g clla cOng ty cfing van rot dan gian. M6i khi tha:y cO m¢tquangcao cua m~tkhach hang tiem nang, ba NgQc Nga IIJi ~p hqp mQt s6mauhang vatm thuye't trlnh bcOng ty d6. Nhung hi~n nay cOng ty Thanh Dl].tdanghQIJtd¢ng Mt cOng sua"t nen ba ciing.khOng tha:ycan phru duy tri bi~n phapnay. Hqp dong Ian nMt cUac6ng ty Thanh DlJt Iii vm doanh nghi~ cite Kim Nga cua nha llUoc. Dl!ki~ndoanh thu tu hqp dOng nay lentm khoang 2 tY. dOng mQt nam, Mu nhu g&"pd6i 80 vm mlic doanh thu nam 1997 la 2 ty dong va chie'm m¢t nita phan gia tang trong dO!i\1h thti cua nam 1998. Vi~ san xua"t bao bl cho thucrng hi~Kiin Ngan6i~gda ghlp cOng ty c6them mQt vhl khach hang mm. O!tmg ~;cong ty .che M6.c Chan dii lienh~ vai c(}ng ty Thanh D\it nha tMy dja chi cua cOngtytrenbaoblche Kim Nga.. Ke ho~chtrorig tuong lai Ba NgQC Ngac6 M' hoo.ch da d'IJIg hoa va pMt trien cac m~t hol].t d¢ng cua cOng ty. 'Ill! tnrangmvc tieu eM yiucua ba III cac cOng ty san xufit hang xua:t khau va cae cOng ty c6 v6n dliu tit cua nU<1c ngom. COng ty eua ba can phiti tang euang nang Il!c san xufi! ea v~ chll! luqng va s6 ltrqng M c6 the tham nh~p dUQC cac thi tnrang nay. Ba NgQC Nga ciing mu6n !ham gia vao linh Vl!e san xu!! nguyen Ii~u rna hi~nnayba va cac nha san xua:t hao bi khac dang phai nh~p ngo\il. 30 Thu thtjp thong tin ve' qua frfnh va xu hullng mua hang cua khach hang 't\ ..L ~7 • - • PHAN TiCH aM T~ TINH HU6NG 2 Hay tra lm nhiing cau hbisau dlft each chuyen nghi~p 0 Hqpm6t 0 Quang cao 0 cae ye'u t6 khac. C\l tb~. 42 Thu thaP thang tin ve' qua trinh va xu huang mua hang cua kluich hang BlJOC 4: cAc YEU T6 ANH HlJONG TOI KHAcH HANG? Con c6 nhitng yeu t6 nao ngoai khli nilng killm soat tn{c tiep cua b\lfl c6 rum hulmg Wi khlich hang khi quyet dinh mua cac san pharo hay dich Vl,l, ai kien nghj mua hang va ai pM duy~t va ky l~nh cho mua,hang? BlJOC 5: B~N THAY CO XU HlJONG HO~C THAY D61 GI MOIKH(}NG? Nhitng xu huang ho*c thay dOi trong moi trui'mg xung quanh anh hulmg tm vi~c khach hang c6 mua cUa b\lfl hay khong: Thu thtjp thOng lin vi!' qua trinh va xu hu(mg mua hang eua khUch hang 43 Ph~ I~c A - Dap an "..... K BAI T ~p TV KIEM TRA 1 I. Nhfrng ca.u nao mo ti dung nhlft v~ du ki?n thu clfp? Du ki?n thu cap co duqc tit du ki?n sa cap. Du ki?n thu clfp co vai tro thu yeu trong vi?c thu th*p thOng tin. Dil' ki~n thu cap Iii thOng tin san cO biJi no da dUQc ngm'Ji khac thu tMp cho rn(lt m~c dich khac. 2. Da.u la nhihlg uu diem clla dil' ki?n thu cap? KhOng ton kern. Kho xac djnh dugc dQ chfnh xac. v" Co the tim dUQc ngay. v" Da co san. Thu lh£)p thong tin vi' qua {rlnh va xu hlltmg mUll hang ella khach himg 45 BAI T!P TV KIEM TRA 2 Danh dau vao 0 xem cac cAu sau dAy la dung hay saL I. PhOng vlln thao lu~n nhOm cung dip thong tin til m9t so IU<.mg IOn doi . tU<.JI1g. Sai 2. PhOng van qua di~n tho1.ri Ia phuong pMp tot nbat M thu th~p thOng tin nhanh chong, va cung linh ho~t hon phuong pMp thu dieu tra. Dung 3. Ty I~ tra Uri. cua phuong pMp thu dieu Ira thu SCi chao hang khi m¢t c6ng ty tMng bao gQi chao hang. Sai 4. Ngum mua thuOng danh gia cao ngum cung ilng nao co khii nang dap ilng vffi mQi thay d6i trong nhu cliu. Dung 5. O>ng vi~c cua nguffi cung ilng hoan tilt khi dug<; ngum mua h,ra chQn. Sai Thu th(ip tMng tin vi qua trinh va xu h.rimg mua hang ella khaeh hang 47 BAI T ~P TV KIEM TRA 5 Danh dau vao () xem cac diu sau day Ia dung hay sai. 1. Dieu tca dlJ djnh cua ngum mua hang co nghla Ia hoi nguai mua hang xem hi? dlJ djnh s15 mua gL Dung 2. Thir nghi~m thj tmang Ia mQt tM t\lc hfru feh de thir nghi~m xem vi~ ban mQt san pham d1l co san co the thay d6i nhu the nao sau nay. Sai 3. Nhieu cong ty dlJ bao dlJa teen doanh s6 ban hang tmac day. Dung 4. Dieu duy nhat rna b<)l1 biet chilc ve dl! bao doanh thu ban hang III ket qua dlJ bao S15 bj sai. Dung 5. Nhan vien ban hilng tflJc tiep co the dlJ bao tU<1llg d6i chfnh xac ve doanh 56 ban va nhiing xu huang maio Dung 48 Thu thqp thOng tin vi qua trinh va xu hut'mg mua hang ella khOch hang BAI T ~P THVC HANH 1 Hay nghi ve m~t san phfun hay djch VI} rna blp} mm mua. 1. san phAm hay djch VI} gl? N~u bilt cu san pMm bay dich vI}. nliO d~u du~. Tot nbAt la n~u mt}t tlnb buong mua hang lin diu hay phuc t~p bID nbu tM se buqc b~n ph8i tuan thu du ell nAm giai do~n cua quy trinh nay. 2. ~n da lam gl trong m6i giai dolp} ella quy trlnh mua hang. Giai dolp} I-Nh~ bi& van de Dillm mau chot i1 day la vi¢c xac dinh mt}t viin d~ hay mt}t nhu cAu chlla dll~ dap lIng, chang h~n doi giay cua b~n bi thung n~n phai mua giay mOl. Giai d01p}2-Tlm kiE!m thong tin M4}t so phuong ti¢n lily thOng tin la Quang cao, ta giOi thi¢u san phdm, tOi cua bang hoi nguai ban, dQc bao chi, tim tr~n Internet, va hOi nguai quen. ChAng h~n, b~ dang tim thOng tin dl! mua giay mOl, b~n . co thl! tOi cua bang xem co nhimg mau rnA va nMn hi¢u nao, gia ca bao nhi~u. B~n ciing dl! y xem mQi nguai di giay gi, kil!u giay nao dang la mot, va b~n cO thl! hOi nguai quen xem hQ cO bie't gi v~ cac san phAm giay va cua bang ban giay khOng. Giai d0lpl3-CAn nh~e cae phuang an B~n phai n~u dm;rc nhimg ich lqi rna b~n phai co khi mua san phllm? Khi can nhiic cac phuang an thl d~c tinh nao cua san phAm la quan trQng? Chang h~n, ich lqi tii' vi~c di giay mm co th~ la suc khoe, sl1 an toan va 511 thoai maio Khi can nhiic cac phuong an, co thl! tinh din mt}t sO d~c tinh quan trQng nhu sl1 thoai mai, dt} b~n, gia ca va ki~u dang. Thu th~p thong tin vi qua lrinh va xu huiing mua hang eM khach hang 49 Giai do~ 4-Quye't d!nh mua Cu6i cung b:,lD mua gl? Bl:In co xac d!nh nam yeu t6 cua m~t quyet d!nh mua bang hay khOng: mUa hang nhan hi~u gi; mua tir cira hilng nao; mua bao nhieu; khi nao mUa va tra ti~n nhll the nao (ti~n mat, mua ch!u hay d~t cqc)? / . Giai do~ 5-Dlinh gia sau khi mua Jll:In cam tMy hai long hay khilng hai long sau khi mua? Bl:\n cO mua tiep silO ph:lm nay hay khOng? Bl:In co gi6i thi~u san ph:lm nay v6i ngOOi quen khilng? Bl:\D co bai long v6i c6ng ty/nhlln vien ban cho bl:\D san pham do? Bl:In co gi6i thi~u cong ty nay cho ngllOi khac khong? Thu rhqp thong tin ve' qua trinh va xu hutfng mua hang eua khach hang 50 flAt T!P THVc HANH 2 Nghien CUll ml?t finh hu6ng trong d6 b~ III ngum mila hang h~c III ngum cung ti'ng cho ml?t cl'lng ty kMc. Xac dinh tlnh hu6ng khi giao djeh mua dien ra Mn dliu. 1. MI'I til t1nh hu6ng (ai mua gi eua ai). 2. N6i xem b~ dii lam gl. ti'ng vOi tUng giai do~ Clla qua trlnh mua hang. Giai do~ I-Nh~ biet vfin M Bl,lD phii neu dul!C dola nhu cau gi va ai xac d!nh nhu cau do? Dqng C(1 d~ nhl,in biet van de la tir ben trong hay ben ngoai? Giai do~ 2-MI'I ta nhu cllu chung Bl.ln phii neu duqc ~c di~m coa nhu cau va so luqng can thiet loc dan? Ai chiu trach nhi~m quyet djnh nhung van de nay? Giai do~ 3-Dij.c tfnh san phfun BI.Ill phiii xac djnh dul!C cac dl.\c Hnh san phllm? BI.Ill co biet ai ch!u trach nhi~m quyet dinh cac d~c Hnh nay khOng? Giai do~n 4-Tim ngum cung ti'ng B~n phii neu duqc cacb DC dinh ngum cung Ung. BI.Ill co biet dii DC dinh dul!C bao nhieu ngUm khOng? Giai do~ 5-ne nghi gin h6 sa chao hang BI.Ill co ml'l til yeu cau cUa Minh khOng? Co nhung ho sa chao hang nao? Giai do~ 6-Lt,m chQn ngum. cung Ung B~n co neu duqc nhung tieu chuAn d~ quyet dinh Ilia chlJn khOng? Thu thfip thOng tin ve qua trinh va xu huang mua hang ella kMch Mng 51 Giai dO\ffi 7-Quy dinh giao hang B~ co n~u dugc cac tieu chuAn kY th~t, so luqng, thM h~n giao hang, quy d~nh v~ vi~ tra I~i himg, d~ch vI}. 000 ttl va bao hanh? Giai dO\ffi 8-Danh gia ho~t dgng /' B~ cO n~u dugc cae tieu ehmin da ap dl}.Ilg khOng? Co d(lt hang ti~p khOng? 52 Thu th{ip thong tin vi! qua trlnh va xu hUCln?, mua hang eua khdch hant: BAI T!P TINHHU6NG 1 HATV (A) Hay tni 1m nhiing cAu hoi sau dl!a vao nhiing th6ng tin tinh hu6ng neu tri!n: 1. Ong (>mill li¢u c6 the si"1 d~ng nhiing phl1O"Ilg pMp nao khac MIen danh sach kMch hang girl thiep chile Tet? Hoa dan la m(lt nguiln thOng tin t6t, nhung thong tin khOng hOllD chinh va chi co thOng tin ve nhUng khach da mua bang cga bng. Nguon nay khong cung ca:p thOng tin ve nhUng nguOi tieu dung hay can b(l cung tieu cga cac doanh nghi~p Wi cong ty nhung khong mua, va nhUng nguiri mu6n mua cac sin phllm di~n tii nhung chua Wi HA TV Ian nao .. Ong Quan co thi! lay them th6ng tin thn ca:p trong n(li b(I til nhUng nhan vien ban hang da g~p cac doanh nghi~p-khiich hang tiem nang chua muabang cua HATV. Thong tin nay thuang co trong cac bao cao ve finh hinh bim hang cga nhAn vien. Ong Quan co tM lay thong tin thn cap ve khach hang tiem nang til cac nguiln ben ngoai sau: - f)i~n tho~i trang vang (tat ca cac ciia bang ban Ie di~n tii deu la khiich bang tiem nang). - Danh b~ cac cong ty, philt banh bang nam. - Dia CD cga Phong Thuang m~i va Cong nghi~p Vi~t Nam, c*p nh*t sau thiing m()t hin. - f)ia CD do cac doanh nghi~p khiic cung cap. - Cac trang web ve doanh nghi~p vila va nho. - Danh sach thanh vien cua cac hi~p h(li doanh nghi~p ban teo - Hoi nguM cung Ung (nbit san xuat) xem ht;l co diI ki~n nao co ich khOng. Thu thqp th/jng tin ve qua trinh va xu hlfirng mua hang eua khach hang 53 - Co thi mua danh sach nguOi can girl thu, quimg cao trong vilng theo yeu cau ve di) tudi, thu nh~p va cac d~c diim khlic phil hqp dO. tuqng kMch hang m"c tieu cua cira hang ban Ie cua ong. 2. Bljn khuyen bng san nay nen faro gi de tim th~p thong tin ve khlich hiing? Thiet ke I~i m=iu hoa d9D M nhfm vien ban hang co clIO dien nhiIng thong tin ong cAn tim hiiu ve timg kMch hang: ThOng tin di lien h~: nn, dja chi, di~n tho~i, fax, thu di~n tir. ThOng tin ve khach hang: L~i hlnh c6ng ty hay nguOi mlli giUi cho cong ty mua hang; vUi kMch hang ban Ie thl do la tu6i tac, nghe nghi~p, gia d1nh, nhan hi~u va nam san xuAt cua xe rruiy/xe hoi. Thong tin ban hang: Hq mua gl, s6luqng, m~c dich mua. ThOng tin ve vi~c ra quyet dinh mua: Ai trong cong ty hay gia d1nh tham gia vao qua trlnh ra quyet d!nh mua hang (xac d!nh nguOi nao ra quyet dinh mua neu cO thi; dong thOi phai xac dinh cang nhieu vai tro ciing tOt trong so bay vai tro cua mc)t quyet dinh mua [xem cu6n sach "Thu th~p ThOng tin ve khach bang"]). Thiet ke I~i m=iu bao cao ve Unh hlnh ban hang di co duqc nhilng thOng tin tUlmg 6ng nhu tren hoa doo. T6 chUe thi hay hOc thl1m Cling la mi)t ho~t di)ng khuech truOOlg t6t di khlich bang va cac doanh nghi~p cung cap thOng tin ve ban than hq va c3ch thuc lien h~ vOi. hq. 3. Thiinh cbng cUa bng QufuJ. trong vi~ girl thiep chtic Tet c6 the duqc do hrang theo each nao? Ong girl tUi duqc bao nhieu kMch hang: - Bao nhieu hoa doo b3nhang khoog cO thOng tin day du ve dja chi? - Bao nhieu thiep chUc Tet b! bun di~n girl tra ~i? KMch hang philn Ung the nao: - Bao nhieu ngu(ri gQi di~n (quan sat)? 54 Thu thaP thOng tin vii qua trin" VIi xu hUOng mua hang ella khdch hang • Hoi kbach bang kbi nhAn vien ban hang g~p b, sau d6 (dil' ki~DS(J cap-phOng vAn t"1c ti€p). . • Lien ~ vOl. m(lt so khacb bang de hOi (dil' ki~n sa cap-dungthl! dieu tra h04c phOng van trl,lC ti€p). ",. Ong Quan IlQC hOidllC;rc gi tukinhng~m nay? · Sau ba tbang tbi h~ tbong tbbng tin cua 6ng dl!qc cai tbi~n nhl! tb€ nao? , • Trong sdnhimggqi y neu a cau hOi 2 cO bao DmeU dl!~ tbl}'C m~n? Thu Ih{ip thOng tin v! qua triOO va xu hUdng mua hang eUo khiich hang 55 / BAI T~ TINH HU6NG 2 CONG TY THANH I)~ T Hay trii Jm nhfrng cau hOi sau dJ!a vao nhfrng thOng tin frnh hu6ng neu teen: 1. KMchhang Clla cOng ty ThanhD'I1 hi¢n nay Ia nhfrng ai? Neu tam quan tr~ng cua m6i Wcb hang dOi vm cOng ty. Doanbnghi~p che Kim Nga cua nha mroc la kMch hang quan trl;mg nhA't hi,n nay cua cong ty Thanh Dl,lt bOi no gop m(lt phAn Ian vao doanh thucua c6ng ty. H«;fp dong da ky da iI,Io doanh thu d1.l' ki€n len t6i. 2 ty dong m(lt nAm, lam tang gA'p d6i mllc doanh thu nam 1997 cua c6ng ty lit 2 ty dong va clli€m m(lt nua pMn gia tAng doanh thu d1.l' kien cho nam·1998. H«;fp dong nay cling la ti~n d~ di! co cae h«;fp dong kluic. Caccongty bao bi kluic mua nguyen v~t li~u tir cong ty Thanh Dl,lt la cae kMch bang quan trl.mg tiep theo cua cong ty bOi mlrc llfi nhu~ cao cua cong ty thu duq<: tir cae kh3ch hang nay. Vi~c ban nguyen v~t li~u iI,Io ranhil!u Ilfi nhu~n hem la cae hOl,lt d(lng san xuat truy~n thong cua rung ty. Doanh nghi~p nha nuac rna ba Ngl.'C Nga lam vi~c tnroc dily lit m(}t ngllOicung Ung quan trl.mg bOi day chinh Ia nguon cung Ung nguyen v~t li~u bao bi cua cang ty. Doanh ngbi~p vim va nhO i:J mi~n BAc la doi tlrQllg kMch bang quan tr9ng thll ba cua cang ty. Day lit m(lt til! trtWng m~c tieu ma cac cong ty kMc kMng quan tilm tm va cong ty Thanh Dl,lt gan nhu co tM d(lc quyl!n d6i vOi thi tnrtmg bao bi chat hrQllg cao cua cac cong ty til nMn mi~n BAc. 2. Doanh nghi¢p eM Kim Nga Hi m~t trong nhUng khach hang quan trQng cola eong ty Thanh D~t. Theo b~n, ba NgQC Nga va cac nMn vien marketing cua ba co thoi sir d\lng ngu6n nao trong nhUng ngu6n neu dum dAy doi thu th~p thOng tin ve khaeh hang nay? HQ co thoi l1(y duqc thOng tin gl til m6i ngu6n? 56 Thu thtjp thong tin vi' qwi trinh va xu huong mua hang ella khach hang Dft lden thit c({P-ti'! ben ngotH 8ao, ~p chi, radio va ti-vi cO th~ cung cip th6ng tin nOng h{,i vI! ho~ ct4)ng cua cac cong ty dA co danh neng va vI! thi truang c h~ noi chung. Queng CM vI! cac sen philm cUa cOng ty rung iii mc)t nguon thong tin quan trf}ng" ./ Thu v~ co th~ cO thong tin vi! lich sir c6ng ty va ve thi trl1iJng c h~ no; chung. ck co quan nha mroc co thi cung cip th6ng tin v~ ho~ d4)ng, chinh sach va nkAn sv cUa cOng ty (clAy la mc)t doanh nghi~p nha nm'fc). Internet co th~ cu ng cip rAt nhieu thong tin vi! cac sen phAlli, nha sen xuAt vii xu Jnr{jng thi truang c he. Cae nguon thtrong m~ co th~ cung cip thOng tin ~c tho ve c6ng ty va veVi~Nam. Dft kiln thit cdp-til ben trong H6 so chUng tlr ban hang cho thliy linh hlnh ban hang cUa cOng ty nay. Cac bao cao vi! linh hlnh ban hang cua nhAn v~n marketing se cho tMy ai la ngllOi cO tilng noi trong quy trinhmua hang va cO th~ cong cip th6ng tin ve mllc clc) hai I~ng cUa cfmg tYv{Jicae sen phAm va dich v~cUa c6ng ty Thanh D~. Hoa cion cho thfly ciA ban dUClC g1, gill bao nhi~u, ngay giao hang va ngaythanh toan. Don dl;t hang se cho thtiy cong ty d~ hang g1, khi n80 va ai ~ • . Danh sach giri thu, queng cao t{Ji nhung nhan v~t quan trQng trong cOng ty. Thinh thoeng n~n giri thong tin gi(Ji th~u vi! cac sen phAm va dich VI1 cUa Thanh D~t t(ri doanh ng~p c he Kim Nga. va giri thu V30 nhUng diP d*c bi~, nhU giri threp eh6c Tel, cll! ~o dvng va duy tri hlnh enk tieh evc cUa cong ty Thanh D~. Phieu beo hanh cO th~ giUp tAng chAt luc,n g cua sen philm. Phieu giem gia cO tM lam tang khoi hrqng hang ban. Thu t!l4p thOng tin vi qua trlnh va xu huang mua hang eua khiiC/, hiing 57 TIll! hqi vji!n cO thi!lam ngl1/ri ta mua hang thl1i'mg xuyi!n. Co thi sir dl,lIlg hqp dongdich VI1 di! gqi rna nhii'ng cach lam an mm. Dfr kim Nfl cap / Quan sat giup hinh thanh mqt bac tranh ve nhii'ng gI dang di~n ra. Nhiin vii!n ban bang va ba NgQC Nga thilm khach hang di tim hieu xem ai la ngl11ri quan· tre,ng a Kim Nga, he, hai long den mac dq nao d6i vOl tong tyThanh D,t, va.xem li~u he, co nay sinh thi!m nhu du mm vc! blJobl ~h6ng. Hc)i:cllUy~n va i4ngnghe khach hang iii mqt phain vi~ phili lam khi tOIthilmkhacll hilng. Co thid4t cau hoi trong khi di tham khaich hang. Co thi tii!'n bilnh dic!u tra bang phieu dieu tra cho nhitng m\lc dich d4c bi~, ching hlJll de nghj doanh nghi~p Kim Nga va nMn vii!n CDa he, dien vao m~ phreu dieu tra de xem ,III,) hili loog den mac oao vm cong ty Thanh D,t sau mqt nam thye hi~n hqp dOng. Ciing co tM phi'mg vjn qua di~o th~ vOl cimg mqt Ii do nha d6i vm blnh thti:c phieu dieu tra. C6thlhip dyng phUffDg phap phimg vftn nhOm t~p trung vOi doanh nghi~p Kim Nga va nhAo vii!n cUa he, xem he, hai long Mn mllc nao vm c6ng ty Thanh ~t vaJhol:kc hloh thanh y tmmg hqp tac thi!m giila hai c6ngty. Thu thlj.p thim;? tin vi' qua trlnh va xu hlfirnR mua hang cua khlich him}? 58 Ph~ I~c B - Chu giai Thu~t ngli B Ban buon (Wholesaling) HO<;lt d<;mg ban hang cho ngum ban Ie, ngum ban buon, cac doanh nghi~p san xuit - nhung ngum khOng ban hang tm ngum tieu dUng cu6i cung. Ban buon khOng tra chl)m va khOng vl)n chuy~n hang (Cash-and-carry wholesaler) Ngum ban buon khOng chip nh~n vi~ tra tien sau va khong cung Urig djch Vl,I v~n chuyen hang hoa. Ban buon trung gian (Wholesaling middleman) Thu~t ngu co nghia r.;>ng, bao g6m: ngum ban buon (ngum co toan quyen quy€t djnh vm san phAm eo trong lay), d~i Iy va ngum moi gim - nhung ngum ho~t d.;>ng ban buon, song khOng c6 quyen d6i vm hang hmi. Ban hang co rang bu(Jc (Tied selling) M';>t tbOa thu~ trong d6 neu ro m';>t nha ban buon trung gian chi co the tra thanh d;;ti Iy d(Jc quyen phan pMi cho san pham clla m.;>t hang khi d6ng thm ciing ban cac san phAro kMc ella cung hang nay. Ban bang gqi y thuyet ph~c (Suggestion selling) Khach hang mua nhi nhung san phiim ph,! trq, cac chuang tdnh khuyen m<;li d~c bi¢t, d.c dgt ban hang co tinh thai Vl,I. Ban hang sang tl!.o (Creative selling) Vi¢c ban hlmg tren co sa da phful tfch ky luang nhung d~c diem clla qua tdnh ra quy€t dinh mua hang clla khach hang. Ban bang qua catalogue (Catalog retailer) Ngum Mn hang co phong tnnlg bay san pham mau. Kbach se d~t hang qua cac catalog t<;li cm hang. Sau do dan hang se duqc th~c hi~n t;;ti kho hang ho~c t;;ti cira hlmg. Ban himg t~c tiep (Personal selling) Nhan vien ban hang t~c ti€p thuyet ph,!c kbach mua hang clla mlnh. Ban Ie (Retailing) HO<;lt d.;>ng clla d.;>i ngil ban hang va clla doanh nghi¢p de ban hang toi ngum tieu dung cu6i cung. Ban Ie ki~u khac bi~t (Specialty retailer) NguOi Mn Ie ph6i hgp m';>t caeh d(Jc dao cac yeu t6 san phAm, djch Vl,I vil,lho:j.c uy tin M thu hUt kbach. Ban Ie tOi tl)n gia dinh (House-to-house retailing) Dua hang tm ban ~n nha khach hang. Ban pba gia (Dumping) Hang hoa xuit khau vm mue gia re han rat nhieu so vm gia ban n';>i dia. Thu th trl! quang cao, chiet khlfu, giam gia, ban hang tJ¥c tiep va cac hO\lt d()ng trl! giup ban hang khac cho cac d~i IY· Chien IUl!c gia (Pricing strategy) M()t nhiln t6 trong cac quyet djnh marketing, no li~n quan tr1!c tiep tm vi~ lam sao djnh fa duqc m()t gia ban phai chang rna van mang l\li 19i nhu~ cho doanh nghi~p. Chien IUl!c keo (Pulling strategy) Thong qua cac ho~t d()ng khuech tm<1ng san phAm de thu hUt th~m kMch hang, lam tang d.u. Chien luqc nay thuang gAy sUe ep cho rn~ng lum phan ph6i. Khi nh~n tMy du tang l~n cac thlmh vien cua rn~ng lum philn ph6i se hO\lt d()ng tich c1!c han de dap lIng IU<;lI1g du mm tang nay. Thu tluJp thOng lin ve qua trinh va xu hudng mua hang clla kJuich hang 61 Chien Illqc khuech truang san philm (Promotional strategy) Ml,lt phan ttong chien hrqc marketing, lien quan den ho~t dQng ban hang tTl!c tiep, quling cao va cac cong cu khuyen m~i. Chien 11lC,1C marketing khOng phiin bi~t (Undifferentiated marketing) Doanh nghi~p chi san xuAt m9t lo~i san phdm va chi ap dVng ml,lt hCm hgp marketing duy nhAt de tiep c~ ngum tieu dung. Chien Illqc marketing pMn bi~t (Differentiated marketing) ~p kt ho~ch marketing khac nhau cho tUng phan do~ thi tNang ttong thi truang t6ng the. Chien IIlq"c marketing tr~mg dil!m (Concentrated marketing) Kiiu nhu chien lugc marketing phan bi~t, doanh nghi~p eh(;m ml,lt pMn do~ trong thj truang t6ng the va danh toan bl> ngu6n IlJc marketing d~ phve vv phan do~ thi ttuang do. Chien Illqc pMn phOi (Distribution strategy) Ml>t khau ttong qua trlnh di den quyet dinh marketing. lien quan den vi~e quan Iy hang hoa va chQn kenh phAn ph6i. Chien IIlq"c san philm (Product strategy) La ml,lt khAu eua quyet dinh marketing, g6m: thiet ke bao bi, ten, thuang hi~u, ehinh saeh 000 hanh 000 tti, ehu ky s6ng eua si'm phdm va phat tri~n si'm pharo moi. Chiet khau mua hang (Trade discount) Khoan giam gia cho thanh vien m~g phan ph6i ho~c ngum mua do dap Ung duqc ml,lt s6 ehUc nang marketing do cong ty de ra. COn duqc gQi la chiet khAu theo chUc nang. Chiet khau mua hang vOi sO luqng Ian (Quantity discount) Giiirn gia ban khi khach hang mua vOi s6 luqng nhieu. Chiet khllu mua hang co tM ap dVng ho~c tten C(/ sa c<,>ng d6n (cl>ng dOn luqng mua cua khach hang do ttong ml,lt khoang thm gian nhllt dinh), ho~c ITen C(/ sa giam gia ngay cho timg Hin mua (mua Hin nao giam gia Ian do). Chu nghia ngum tieu dung (Consumerism) Ngum lam marketing quan tam d~c bi~t tUi nhu du va ucrc muon 'cua ngum tieu dung khi h<;> dua ra nhUng quyet dinh marketing. Chu ky sOng cua san philm (Product life cycle) BAt dau tu khi san pharo ra dm cho tOi khi milt di. Ml,lt chu ky song g6m cac giai do~n: thAm nh~p, tang truOng, bao hoa va suy thoai. Chu6i cua hang (Chain stores) T~p hgp cac cua hang ban hb cung ml>t M th6ng qulin Iy va ban cung ml,lt lo~i san pharo. Chuj{n bi hang (Sorting) cac kenh phan phoi dam 000 duy tti luqng hang tOn kho du de dap Ung nhu cau cua khach hang, bao g6m cae kMu: gom hang. phan lo~i hang, ch<;>n I'?C hang. 62 Thu thiJp thOng lin vi qua trinh va xu huang mua hang eUo klulch hang Chinh sach gia (Pricing policy) Chinh sach chung xliy d!p1g tren CC1 sa cac m~c tieu gia dii d~ ra. Chinh sach nay duqc sir d~ng de dua ra nhfrng quyet dinh c~ tM v~ gia. Chinh sach gia hOt yang sua (Skimming price) Chfnh sach d~t gia eao cho sfm pham mm ngay tir khi tham nhl!p thi truOng. Chinh sach gia linh ho~t (Flexible pricing) Chinh sach duy trl gia eua m¢t san pham lu6n co kha nang dao d¢ng. Chinh sach gia tham nh~p (Penetration pricing) U chinh stich gia tip d~ng cho san pham mm. Muc gia d~t ra luc dau thap hon so vm mue gia hOl:lch dinh v~ lliu dhl cho san' pham. Sir d~ng chinh sach nay de san ph:lm d~ duqc thi trm'mg cMp nh~n va chiem Hnh duqc thi phan. Chinh sach gia theo yang (Zone pricing) Mbi viing se sir d~ng m¢t chfnh sach gia th6ng nhat rieng cho vung do. Chinh sach san xuat hang mau hOng (planned obsolescence) Chfnh sach san xuat nhfrng san ph:im tu6i th9 nglin, Nha san xu:!t sir dlfng nguyen li¢u dau VaG re song h9 v:'in kh6ng giam git doanh nghi~p duy nMt khac. Doanh thu (Turnover) T6ng doanh thu trong ea nam. Chi s6 doanh thu thuang duqe dung de danh gia hi~u qua ban hang. Doanh thu trung blnh (Average revenue) mng tcing doanh thu ehia eho s6luqng san phfun san xua't. Khi bit'!u di~n tren dO thi, duo-ng doanh thu trung blnh ehinh ia dl1ang eAu ella m6i doanh nghi~p. D", bao doanh s6 (Sales forecast) DJ! tinh doanh s6 bilng tien hoi,ie don vi san phfun se ban dl1qc trong kholmg thm gian xac dinh trong tuong iai. Con s6 nay thuang duqc dua ra trong ke hO\lch/ehuang trlnh marketing trong cae dieu ki~n gia thiet ve yeu t6 kinh te va eae yeu t6 kMe trOllg moi trl1ang hO\lt d,>ng. DJ! bao eo tho! ia d6i vai m,>t m~t hlmg hoi,ie m,>t nhom mi,it bang. DI! toan thea dau san philm (Fixed sum per unit) Phuang phap pMn hi) ng:l.n quy. trong do ehi phf khueeh tmang SID phiim duqc djnh tmae tren co so eon s6 nhitng ky tmac hoi,ie eon s6 uae tfnh. D" tril' an toon (Safety stock) Duy tn tOn kho a muc nMt dinh de dam bi\.o doanh nghi~p khong bi me di?ng m\lllh khi cAu thay d6i va khOng bi rai vao Onh lr\Ing het hang. 64 Thu tfu!.p tilting tin ve' qua trinn. va xu huimg mua hang cua khaL-h hang D Danh gia (Qualifying) La m¢t khau trong qua trinh ban bang de xac dlnh li~u m¢t ngum mua tiem nang co the tra thanh khach hang kMng. Danh gia tit~m nang (Prospecting) M¢t khau trong qua mnh ban hang de tim ra cac khach bang tiem nang. D~i di¢n ban hang (Selling agent) Dt san pham co ban t~i m6i muc gia. No la.du hqp d6ng. Diem chien lugc (Strategic window) M,>t khoang thoi gian nMt djnh khi nang Il,fc CI,I the clla cong ty dap lIng toi Uti nhiIng yeu du can ban cua thi tmUng. Dlnh gia theo dan vi do luong (Unit pricing) Gia san philm dugc quy tren timg doo vi do luang nhu kilogam, 1ft, ho~c nhiIng doo vi quy chuan khac. Dinh gia theo chi phi (Cost-plus pricing) Mt>t phuoog pbap dinh gia lay chi phi lam C(J sa va ct>ng them mt>t ty 1<; l<;ri nhu~n nMt djnh. Co hai hinh thuc dinh gia then chi phi: djnh gia tren chi phi t6ng the (sir dl,lng tat ca cac chi phi kha bien co lien quan de dinh gia han mt>t san pham) va dinh gia theo chi phi lrl!c tiep lien quan (chi tinh den nhiIng chi phi g:in tfl!C tiep vao san xuat m,>t san ph1lm nao do). Dinh gia theo chi phi trtlC tiep lien quan (Incremental-cost pricing) Chinh sach dinh gia chi tinh chi phi tfl,fc tiep san xuat ra m,>t san luqng CI,I the. Dinh gia tren chi phi tdng the (Full-cost pricing) Dinh gia tren CO sa toan b,> chi phi de dam bao cong ty bil d:ip dugc tat cii cac chi phi va thu dugc l<;ri nhu~n. Dinh mUe ban hang (Sales quota) La tieu chi doanh so, sir d\lng trong philn tich ban hlmg. La doanh SO doanh nghi~p dl)' dinh d~t duqc, doanh so thl!c d~t se duoc so sanh vOi con so nay. Dlnh vi san phlim (Positioning) Chien lugc marketing t~p trung vao nhiIng philn do~n C\l the chU khong phai la toan b¢ thi twUng. Chien hrqc nay nhiim gioi thi~u san phllm vOi khach hang Mng cach lien h~ chung vOi san phftm c~nh tranh, vi dl,l chien luqc marketing san phllm 7-Ups "Uncola" quang cao hlnh anh 7-Ups la m,>t thu nuac ngl?t thay the cho cola. 66 Thu thi!p thong tin vI qua trinh va xu huimg mua hang cUa khach hiLng F F.O.B ~i nha may (F.D.B. plant) Gill. hang kh6ng bao g6m bat ky phf v~ chuyen nao. Til vi~t t:it la chit Giao t,!-i m,!-n tau. Nguo-i mua phai chiu toan be> phf v~n chuyen, con duQt gQi la F.O.B. g6c. F.O.B t=:ti Dha may co Hnh phi V~lD chuy.in (F.D.B. plant with freight allowed) Gill giao t,!-i m,!-n tau co tinh them phi v~n ehuyen. G GiMgia ea (Price) Gia Iri lrao d6i eua m(ll hang hoa hOi!.e dieh ~. Gia cao (Price premium) N~u nguo-j tieu dung nhi!.n thuc rflng me>l san phfun nao do co gill. Iri Ian hon so vm cae san phiim tuong II! Iren thi truang thl h<;> se tra gia eao hon eho san phAm do. cae san philm hang hi~u Ihuang duqe tra gia eao hon so v6i cae san phAm d,!-i Ira khlie. Gia chuyi!n nhuqng (Transfer pricing) Gia san philm khi no duqe h,!-eh loan chuyen nhuqng til m¢t lrung tAm I¢ nhu~n sang me>l trung tllm Iqi nhu~n khlic trong n¢i b¢ doanh nghi~p. Gia khuech truang (Promotional price) Muc gia nflm trong chien luQt ban hang chung cua doanh nghi~p. Gia lam thi'r (Price lining) Thl!e hanh marketing v6i me>t 86 mue gia nMt dinh. Gia tiI~n I¢ (Customary pricing) Gia do I~p quan hoi!.e truy6n th6ng dii co til tru6c tren thi truang. Gia tr! gia tang trong qua trinh san xmlt (Value added by manufacturing) St! eMnh I~ch giUa gia san phiim khi xuat xUCmg va gia mua nguyen v~t li~u va eac chi phi dilu vao kMe. Gia v*n chuyi!n uu dai (Commodity rate) D6i khi duqc gQi la gia di!.c bi~t VI do la gia uu diii rna d~i Iy v*n chuyen danh cho chu hang khi hQ sir dl!ng thuang xuyen djeh ~ eua mlnh hoi!.c khi v;).n chuyen nhiing 16 hang Ian. Gia thuyet (Hypothesis) Giai thkh mang tinh phOng doan ve m(lt sl! vi~c Cl,l the. La tuyen b6 ve m6i lien h~ giiIa eae yeu t6 thay d6i va de Xulll vi~ kiem ehUng nhfrng m6i lien h¢ nay. Giam gia tien m~t (Cash discount) GiUm gia ne"u thanh toan ngay biing ti6n m~t. GiOi h=:tn ve gia (Price limits) DUng tren quan di~m ella nguai tieu dung la san phiim luon eo gioi h~n gia, trong do nhi!.n thfrc ve chill luqng di lien v6i. mbi mue Thu th(ip thong tin ve qua trinh va xu huang mua hang ella khach himg 67 gia. N€u gia hang tMp han muc gia giOi h~n duai, he.> se cho III san pham nay "qua n1:" va n€u cao han muc gia giai h~ tren thll~i hi xem \a "qua dill". H Het hang (Stock out) Me?t m~t hang khong con de ban. Hinh anh clm hang ban Ie (Retail image) Quan ni/?m cua ngum tieu dung vil me?t Clm hang va kinh nghi~m mua hang a ella hang do. Hang d6i hang (Bartering) Sl! trao d6i hang lily hang, khOng co vai tro tiiln t/? Hang hoa cao cap (Specialty goods) san pharo co nhiing d~c tfnh de?c dao rna khOng phai khach hang nao ciing co the mua duge VI gia dilt, no dugc coi nhu hang d6 hi/?u. Hang hoa hap dan (Impulse goods) san pharo rna khach hang thuang de hi "quy€n ru" mua rna khOng kip ciin nhilc kyo Thuang ngum ta hay hlly nhiing hang hoa nay glin quliy thu tiiln de ti~n hilp dan ngum tieu dung. Hang hoa ti~n d",ng (Convenience goods) Nhiing hang hoa nguai tieu dung mu6n mua thuang xuyen, de dang, nhanh chong nhu siIa, banh my, x1ing dllu. Hang hoa nay thuang la lo~i co nhan hi/?u va gia tMp. Hang khuyen m;,li (Premium) San pham mien phi, thuang kern khi mua me?t san pham naodo. Hang mau phat khOng (Sampling) PMt khong slm philm cho nguai tieu dung de he.> dung thu, chap nh~n v£ sau do se mua. Hang tieu dung (Consumer goods) Ngum mua se la ngum lieu dung, su d\lng hang hoa do. Hang hoa tieu dung khong phai la san pham trung gian de ph\lC V\l eho vi/?e san xuat me?t hang hoa khac. Hanh vi ngum tieu dung (Consumer behavior) Phan ling va nhiing quy€t dinh eua ngum tieu dung v6 vi/?e mua va su d\lng hang hoa, dich V\l. H;,ln mllc (Quota) M\lc tieu doanh s6 ban hang ho~c con s61¢ nhu~n C\l tM rna me?t nh1in vien ban hang dl! dinh se phai d~t duqc. H~n ng~ch nh~p khiu (Import quota) H~ ch€ vil s6 lugng m9t chUng lo~ hang hoa C\l the nao do co the nh~p vil. H6 trq khuech truang ban hang (Promotional allowance) Vi~c nha san xua:t tai trg hO'!-t de?ng quang cao va khu€ch tfUang ban hang cho cae thanh vien trong kenh phan ph6i nMm ph6i hqp hi/?u qua chi€n lugc khu€eh truang san pharo trong tolm be? kenh ban hang. 68 Thu th{ip thOng tin ve qua tn'nh va xu hUimg mua hang c mu6n b muc mang l~i lqi nhu~n. Khau hao (Depreciation) Khai ni~m ke toan, tfnh ti I~ trich tit doanh thu hang nam bu vao chi phf mua tai san c6 dinh de xac dinh doanh thu rong cua cong ty. Kho hang dl! tro (Storage warehouse) Kho hang, noi san phlim duqc t~p ket truac khi giao. Thtrang duqc dung lam dIng c~ de din dOl cung cau san philm cua doanh nghi~p. Kho pMn ph6i (Distribution warehouse) Noi slip xep va tai phftn ph6i san phlim. M~c dfch clla kho phftn ph6i la nMm t~o dieu ki~n Iuu chuy~n hang hoa de'n tay ngum mua nhanh han chu kh6ng chi lam chuc nang kho chua. Khu vl!c ban hang h~n chi (Closed sales territories) Vung ban bang bi gi6i h~ ve dia ly thea quy dinh cua nba san xuru dl!-t ra cho nba philn ph6i. Khuecb truang ban bimg (Sales promotion) La ho~t di)ng ban bang khOng tTl!c tiep, da d~g mi)t Illn va kha dl!-c bi~t (khOng phiii quang cao). Khuecb truoog hon h(lp (Promotional mix) Ngum lam marketing sir d~ng t6ng the cac ho~t d{lng ban hang tTl!c tiep va khong lrI!c tiep (g6m quang cao, khuyen m')-i, quan h~ c6ng chUng) nMm d')-t duqc m~c tieu khuech truang cho san phlim . Khuech truoog san phim (Promotion) Hanh di)ng thOng bao, thuyet ph~c gay tac di)ng t6i qua trinh ra quyet dinh mua hang cua ngum tieu dung. Ke ho~ch kinh doanh (Business plan) Van ban trong do v~ch ra cae bu6c doanh nghi~p clio lam de d~t duqc m~c tieu kinh doanh cua minh. Ke ho~ch marketing (Marketing plan) Van ball v~ch fO cach thuc lam the nao de doanh nghi~p ~t duqc cac m~c tieu marketing. Ke hO!lch tac chien (Tactical planning) Ke ho')-ch thl!c hi~n cac hanh d{lng clio thiet de d~t duqc ml!c tieu clla doanh nghi~p. Ket thuc ban hang (Closing) Mqt khau trong qua trinh ban hang khi ngum ban hOi li~u khach hang co the mua hang th~t sl! hay khOng. 70 Thu th~p thOng tin vi qua trinh va xu huimg mua hang ella kMch hang Ki~m djnh ket qua ban tl1Jc tiep (Direct-sale results test) M{>t c6ng C\l do IUOng hi~u qua clla cac chi tieu khu&:h tnrang san phllm, biing cach kiem dinh muc doanh thu gia tang tren m<>t dan vi chi tieu. Ky thu~t ban himg gia cao (Selling up) Ky thu~t thuyet ph\lc kMch hang mua m<>t m~t hang gia cao han so v6i m~t hang ban dilu dinh mua. L Luang (Salary) Khoan tien thanh toan c6 dinh dinh ky cho can b{> c6ng nhan vien ke d nhan vien ban hang. ~m phat (Inflation) Sl,I tang mac gia chung diin den giam sac mua clla ngum tieu dung. L~p ke hOl.lch (Planning) D1,I tfnh cac hOl1-t d<>ng trong tuang lai de d~t duqc nhUng m\lc tieu doanh nghi~p de fa. L~p k€ hOl.lch chien IUqc (Strategic planning) Qua tfinh xac dinh cac m\lc tieu co ban clla doanh nghi~p, pMn b6 nguOn ll,IC va thl,Ic hi~n thea nhUng buac Vl1-ch san de d\lt duqc nhUng ml}c tieu do. Linh hOl.lt ve gia (Price flexibility) Chfnh sach duy tTl mac gia co d<>ng eho m<>t san phlim tren thi trU<'mg. L¢ nhu~n ban himg (ProJu margin on sales) Con 56 phan tTam thu ve ella mili dOng doanh thu sau khi da trir chi phi va thue. Lqi nhu~n rong mong muon (Expected net profit) Lit khai ni~m si'r dl}ng trong chien luqe dau thau, duqe tfnh bling xac suat thiing tMu nhiin vOi gia rna thilu Iru di cac chi phi lien quan. Lqi nhu~n truac thue (Profit before tax) Lqi nhu~ tru6c thue dugc tlnh bling cach trir t6ng gia ban di t6ng chi phi san xuat. Day la lqi nhu~n tnrac khi tra ho~c dugc kbau trir thue clla nha nuac. Lqi the' tuang doi (Comparative advantage) Trong marketing qu6c te, lqi the tuang d6i clla m<>t qu6c gia tTOng vi~c si'r d\lng eirng m<>t nguOn life san xuat m<>t san phlim nao do hi~u qua han so v6i siID xullt m<>t san phlim kMe. Lqi ich (Benefits) Oia tTi ve c{)ng dl}ng va tlnh cam rna m<>t san phllm dem l~i cho nguai mua. LOl.li be) san ph:lm (Product deletion) Lo~ bi> vi~e san xullt nhUng san phlim phI} ra khOi day ehuyen san xullt. Thu th(ip th<5ng tin vi qua trinh va xu hufmg mua hang ella kMch hang 71 M Moi truimg c~nh tranh (Competitive environment) Qua trlnh ec;> sat xay ra tr~n thi truimg. Moi truimg chinh tr! vii phap ly (Political and legal environment) La m';t bl> ph~n eua mili truUng marketing, gOmcac lu~t va cae th6ng Itr hUOng dan hi~n hanh tl!-i qu6e gia rna doanh nghi~p dang co hOl!-t d';ng kinh doanh. Ma~ thu~n ve nh~n thue (Cognitive dissonance) SI! 10 liing tmoc khi di den quyet djnh mua hang, xay ra khi trong bim than quan ni~m cua nguai mua (kien thuc, tin nguOng, thai d.;) co mau thulin. Ma v~eh quoc te eua san phl1m (Universal product code) Mll vl!-ch d~c bi~t tr~n hang hoa, chi co the dung may quet quang hc;>c de d<;>c. May quet qua h~ th6ng may tfnh co th~ in t~n sim phlim va gia fa hoa dcrn ban Mng dOng thai tl! d9ng ngay I~p tuc vao danh m,!c h~mg ban trong bao cao ban ho~c xuat himg. Marketing c:i nhan (Person marketing) Nhiing ho~t d';ng marketing d~ thu hut sl! quan tam ehu y va tranh thu cam tlnh cua c6ng chUng vOi m';! ca nhan nao do. Gic U'ng cir vi~n chinh tr! va cac nhan v~t n6i tieng thuang sir d,!ng chinh sach nay. Marketing lui (Demarketing) Cac hOl!-t d¢ng nhAm ct.t giam nhu cau li~u dung san phlim tren thi trtrang xu6ng tOi muc hgp Iy de doanh nghi~p co the san xuat va dapU'ng kip. Marketing thit nghi~m (Test marketing) Ch<;>n m()! khu Vl!c C,! the ho*c m¢t do<)n thi trtrang tucrng d6i dien hlnh cho toan thi truang d~ giOi thi~u san philm m6i va v~ d,!ng chien djch khu&:h trtrcrng san phlim. Can eu danh gia ket qua thu duqc se quyet dinh lii?u co n~n tung san phlim do ra tr~n quy mo r(mg hay khilng. Marketing y tUOng (Idea marketing) Xac dinh m,!c ti~u va marketing m';t y tubng trong nhom khach hang dll Il!a chc;>n. Mot (Fashions) Siln phlim dang ph6 bien, co kha nang I~p l~i vong dm san phlim. Mot nhat thOi (Fads) Mot t&n t<)i thai gian ngttu vi d,! nhu dong nhl!-C disco, Ian song moL Milu (Sample) NhOm d<)i di~n. Milu chuin (Quota sample) M()t mau kh6ng ngau nhi~n duqc phiin chia sao cho cae philn ho~c nhom d<)i dii?n cho toan mau. Milu chum (Cluster sample) Phucrng phap Jay mau thea chUm, sau do chc;>n ra m9t ho~c tat ca cac philn tir trong chUm do lam d6i tuqng nghi~n cUu. 72 Thu thijp thong tin ve qua trinh va xu hUCmg mua hang coo khach himg