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MARKETING CN BN
Cu 1: Trnh by cc giai on pht trin ca Marketing? Phn bit s khc nhau gia Marketing truyn thng & hin i ? I-Cc giai on pht trin ca Marketing: - Marketing c chia ra lm hai giai on: Giai on 1 (1900-1960): - Marketing c xem nh mt ngnh kinh t ng dng + Marketing trong giai on ny c gi l marketing c in hay cn gi l marketing truyn thng. + L giai on xy dng khi nim & hnh thnh l thuyt + t trn c s hnh vi kinh t. + Ch th ca Marketing l nh sn xut (hay ngi bn). - c trng c bn ca marketing trong giai on ny l sn xut v bn nhng g mnh c. C ngha l DN ch da vo nng lc sn c, tay ngh sn c,... lm ra nhng sn phm theo nim ca ring mnh ri sau phi tn rt nhiu cng sc, thi gian, k c nhng mu mo,... bn ht nhng sn phm lm ra. Quy trnh ca marketing trong giai on ny l: SXTTNTD Giai on 2 (1960- nay): - Marketing c xem l mt ngnh ng dng ca khoa hc hnh vi (nghin cu nhu cu ca khch hng). + Marketing trong giai on ny c gi l marketing hin i hay marketing nng ng. + L mt ngnh khoa hc c lp. + t trn c s trao i gi tr vi lun tha mn nhu cu ngi tiu dng. + Ch th Marketing l ngi tiu dng & th trng.

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c trng c bn ca marketing trong giai on ny l ch sn xut & bn nhng g khch hng cn. Quy trnh ca marketing trong giai on ny l: Nhu cu Khch hng SXTTNTD Hot ng sau bn hng.

II- Phn bit s khc nhau gia Marketing truyn thng & hin i: Xut pht Marketing truyn thng - Ngi sn xut. - Sn xut xong ri mi tm th trng, sn xut l qu trnh quyt nh ti sn xut, bn nhng g c. - Sn phm. - Bn sn phm. - Bn hng. - Thu li nhun qua doanh s. Marketing hin i - Th trng. - Tm th trng trc ri mi sn xut, th trng l khu quyt nh trong qu trnh ti sn xut lu thng, bn ci th trng cn. - Nhu cu. - Tha mn ti a nhu cu khch hng. - Marketing hn hp (Marketing mix). - Thu li nhun qua s tha mn

Cch thc

Tp trung Mc ch Cng c Kt qu

Mi lin h

nhu cu. - Ch c s kt hp gia cc - C s kt hp gia cc nh doanh nh doanh nghip trong nghip trong cc khu kinh doanh, mt khu kinh doanh l cnh tranh c s lin kt. khu tiu th. Marketing c in l c s cho s ra i ca Marketing hin i.

Cu 2: Phn tch cc nguyn tc c bn ca hot ng Marketing? Theo anh (ch), nguyn tc no l quan trng nht ?
1.

Nguyn tc chn lc: khng th cnh tranh mi lc mi ni,phi chn th trng mc tiu ph hp,chin lc ph hp,con ngi ph hp Nguyn tc tp trung:phi tp trung ngun lc,nhn lc ca mnh phc v th trng mc tiu chn mt cch c hiu qu nht..

2.

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3.

Nguyn tc gi tr ca khch hng: Lm sao cho khch hng cm nhn c gi tr m cng ty cung cp cho h cao hn i th cnh tranh c th cung cp. Nguyn tc khc bit ha: khch hng phi cm nhn thy s khc bit c ngha gia s tha mn nhu cu ca cng ty vi i th cnh tranh ,khc bit ha l chin lc nn tng ca cnh tranh. Nguyn tc phi hp: t c mc tiu marketing,cc n lc marketing phi c phi hp nhp nhng gia cc b phn trong ton b doanh nghip. Nguyn tc qu trnh: s thay i lin tc v nhanh chng ca mi trng(v m,vi m)v khch hng mc tiu(nhu cu,quan im,nhn thc v gi tr)nhng g l li th khc bit hm nay ca mt sn phaarmcos th khng cn l li th n cho ngy mai.nhng g to nn gi tr cao cho khch hng hm nay c th thay i trong ngy hm sau. V vy marketing l mt qu trnh ch khng phi l mt bin c,hot ng n l.

4.

5.

6.

Nguyn tc quan trng nht: 1. Nguyn tc chn lc 2. Nguyn tc khc bit ha

Cu 3: Sn phm l g? Trnh by chu k i sng sn phm ? I-Khi nim: - Sn phm l tt c nhng g c th tha mn c nhu cu hay c mun ca khch hng & c cho bn trn th trng vi mc ch thu ht c s ch , mua s dng hay tiu dng. Sn phm c gi tr s dng v gi tr, n c th l hu hnh hoc v hnh (hng ha, dch v, tng) II-Chu k i sng ca sn phm: Khi nim: Chu k i sng sn phm (vng i sn phm) biu th nhng giai an khc nhau trong lch s bn hng ca sn phm trn th trng.

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1)Giai on ra i: l giai on tung sn phm trn th trng c im - S lng: hng ha tiu th trn th trng tng chm do khch hng cha bit n sn phm. - Doanh thu: thp - Li nhun: li nhun m hay thp bi v mc tiu th thp, cc chi ph phn phi v khuyn mi rt ln. - Khch hng : khai ph - S i th: t do trn th trng cha c s cnh tranh. Mc tiu: an ton trong kinh doanh, to nhn thc & dng th sn phm. Cc chin lc a ra: - Chin lc sn phm: sn phm cht lng tt nhm to n tng ban u vi khch hng,ch tp trung vo 1 s loi sn phm thm d th trng. - Chin lc gi : la chn chin lc gi thp,vn c li nhng t hoc ha vn, l vn. - Chin lc phn phi: phn phi 1 s im - Chin lc xc tin hng ha: qung co trn mi phng tin,nng cao cc hot ng khuyn mi nh tng qu, dng th sn phm. 2) Giai on pht trin: l thi k sn phm c th trng chp thun v bt u tiu th mnh, li nhun tng ng k. c im: - S lng: hng ha tiu th trn th trng tng rt nhanh. - Doanh thu: tng nhanh - Li nhun: tng v chi ph khuyn mi c phn b cho mt khi lng hng ln hn v chi ph sn xut trn n v sn phm gim nhanh hn so vi nhp gim gi nh hiu qu ca "ng cong kinh nghim".

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- Khch hng: nhng ngi tin phong thch sn phm v nhng ngi tiu dng n sm bt u mua sn phm . - S i th: tng, cc i th cnh tranh xm nhp th trng v b hp dn bi nhng c hi m rng sn xut v li nhun cao. Mc tiu: ti a ha th phn. Cc chin lc a ra: Chin lc sn phm :nng cao cht lng sn phm to c trng, a dng ha chng loi v cc i km theo sn phm p ng tt c cc i tng KH, m rng th phn v tng li nhun. - Chin lc phn phi: phn phi rng v mnh, ng thi tm kim th trng mi m rng khu vc tiu th. - Chin lc xc tin hng ha: la chn cc phng tin qung cao c hiu qu, chi ph qung cao thp hn giai on trc, gii thiu c s hon thin sn phm kch thch nhu cu. 3) Giai on bo ha: l thi k m sn phm c tiu th chm li, doanh thu gim dn, li nhun khng tng m c hin tng st gim. c im: - S lng: u giai on s lng sn phm tiu th trn th trng vn tng nhng chm.Vt qua im bo ha, s lng sn phm tiu th trn th trng bt u gim, hng ng trn cc knh phn phi. - Doanh thu: bo ha. - Li nhun: bo ha, giai an u li nhun vn tng nhng sau gim. - Khch hng: nhng ngi n mun tham gia vo th trng. - S i th: gim, cc i th cnh tranh nhau tm kim v xm nhp nhng gc th trng cn trng.

Mc tiu: ti a ha li nhun & bo v th phn.

Chin lc a ra: Chin lc sn phm: ci tin v cht lng, c tnh & tnh nng, kiu dng ca sn phm kch thch nhu cu - Chin lc gi: gi bn c th tng i vi doanh nghip c iu kin ci tin sn phm.Nu doanh nghip khng c iu kin ci tin th gim gi bn hoc gi nguyn gi. - Chin lc phn phi: thu hp h thng phn phi ch gi li nhng trung gian no c ngh thut marketing gii. - Chin lc xc tin hng ha: gim ti a chi ph qung co, tng cng cc hot ng khuyn mi nh bn km hng,quay s s, ng thi b tr thm cc phng tin k thut hin i phc v cho vic bn hng,thay i nhim v bn hng vi cht lng tt hn.

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4) Giai on suy thoi: l thi k m mc tiu th b gim nhanh, doanh thu & li nhun cng gim. Cng ty c th ct gim chi ph hay loi b sn phm. c im: - S lng: s lng hng ha tiu th trn th trng gim nhanh do tin b v cng ngh, th hiu ca ngi tiu dng thay i, v mc cnh tranh ni a v nc ngoi gia tng, dn n nguy c tn kho tng nhanh. - Doanh thu: gim - Li nhun: gim - Khch hng: l nhng ngi cui cng mun mua sn phm. - S i th: gim do mt s cng ty rt lui khi th trng.

Mc tiu: ti thiu ha chi ph.

Chin lc a ra: - Chin lc sn phm: tip tc nghin cu th trng tm hiu nhu cu v sn phm mi thay th, gi nguyn cht lng sn phm, thu hp chng loi. - Chin lc gi: gim gi bn mc gim ty theo iu kin tng doanh nghip. - Chin lc phn phi: thu hp h thng phn phi ,ch gi li cc i l tiu th sn phm. - Chin lc xc tin hng ha: doanh nghip khng qung co hoc qung co rt t, cc hot ng khuyn mi trong giai on ny l bn km hng, quay x s Cu 4: Khi nim v gi c? Trnh by cc chin lc nh gi ? I-Khi nim: - Ga c l s lng n v tin t cn thit m khch hng phi tr c c mt sn phm vi mt cht lng nht nh, vo mt thi im nht nh, mt ni nht nh. - ngha: Ga l mt yu t c bn, l mt trong bn bin s quan trng ca Marketing mix mang li thu nhp trong khi nhng bin s khc ch sinh ra u t & chi ph. * Nn kinh t: iu chnh h thng kinh t ca mt quc gia. * Doanh nghip: nh hng n li nhun ca doanh nghip. * Khch hng: to tm l cht lng & nh hng trc tip n hnh vi ca khch hng, tc ng mnh m n chi tiu. II- Cc chin lc nh gi:

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Chin lc gi ht vng (ht kem) -Ga t cao thu li nhun cao & chp nhn hy sinh doanh s. Khi mc tiu th gim xung th cng ty li gim gi thu ht khch hng th trng thp hn. - Mc ch l cng c hnh nh c nht v nh v y uy tn ca doanh nghip v to dng hnh nh cht lng cho sn phm. Cc doanh nghip p dng chin lc ny thu li nhun ti a mt sn phm mi. - C th s dng khi tung sn phm mi ra th trng. - p dng tt nhng phn khc th trng t nhy cm v gi. iu kin s dng: + Khch hng: nhy v gi thp, phi c s lng ca KH tng ng vi mi mc gi. + Chi ph: mi n v sn phm sn xut s lng t khng cao hn qu nhiu so vi gi thnh sn xut s lng ln + Cnh tranh: khi i th kh khn trong vic xm nhp th trng. + Mc cu v sn phm cao. + Sn phm phi c o i th cnh tranh khng th d dng xm nhp vo th trng vi mc gi thp hn. + Cng ty c ngun lc ti chnh mnh. * Nhn xt: Chin lc gi ht vng sa ch c tc dng khi sn phm mi c nhng c tnh v ch li c o & khi i th cnh tranh khng th bt chc. Chin lc gi thm thu th trng - Doanh nghip nh gi sn phm tng i thp nhm thu ht khch hng, khch hng chp nhn ngay v c th phn phi rng ri trn th trng i chng. - Mc ch ca nh gi thm nhp th trng l kim sot th trng thng qua cnh tranh v gi/chi ph v duy tr th phn ln nht. iu kin s dng: + Khch hng: c nhy cm cao v gi c.

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+ Chi ph: gi thnh sn phm sn xut v phn phi cho mi n v sn phm gim nhiu khi tng lng bn. Nu gi thnh cho mi n v sn phm khng gim th i th cnh tranh c th d dng bt kp v p dng cng mt mc gi. + Cnh tranh: khi i th khng ngun lc cnh tranh v gi. * Nhn xt: Chin lc thm thu th trng buc phi khng ngng gim chi ph hn ch cnh tranh. Chin lc gi trung ha: - t gi ph hp vi gi tr thng hiu & theo a s khch hng. - c s dng khi khng p dng c gi thm thu hay gi ht vng. Cu 5: Knh phn phi l g? Trnh by cc loi knh phn phi trong th trng B2C I-Khi nim: - Phn phi trong Marketing l mt qu trnh chuyn a sn phm t nh sn xut n ngi tiu dng cui cng, th hin qua nhiu phng thc hot ng khc nhau. - Knh phn phi l tp hp cc t chc & c nhn tham gia vo qu trnh lu chuyn sn phm (dch v) t ngi sn xut n ngi tiu dng cui cng. Ti sao phi hnh thnh trung gian phn phi ?
-

Gim chi ph (trung gian khng chu)

- Trung gian to iu kin cung ng b sung sn phm. - DN tp trung u t vo ngnh hng ch yu ca mnh (tnh chuyn mn ha) II- Cc loi knh phn phi trong th trng B2C:

Bn l
SN XUT Bn bun Bn l TIU DNG

i l

Bn bun

Bn l

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- Chiu di knh phn phi l s lng trung gian tham gia vo knh phn phi . Knh trc tip:

c im: khng c trung gian, nh sn xut bn hng thng cho ngi tiu dng. C ba cch bn hng trc tip: Bn n tng nh, bn ti ca hng gii thiu sn phm v bn theo th hoc in thoi t hng.

u im: y nhanh tc lu thng hng ha, bo m s giao tip cht ch ca doanh nghip sn xut trong knh phn phi. Ngi sn xut thu c li nhun cao do chnh lch gia gi bn ra vi chi ph sn xut cao v gim bt chi ph trung gian.

Nhc im: - Hn ch trnh chuyn mn ha; t chc v qun l knh phn phi phc tp; vn v nhn lc phn tn; chu chuyn vn chm. - Loi knh phn phi ny chim t trng rt nh trong cc loi knh phn phi, v n ch ph hp vi ngi sn xut nh, quy m th trng hp.

Trng hp p dng: - Knh ny thng c s dng cho cc hng ha d h, d b, d mt phm cht khi lu... hng nng sn, thc phm ti sng. - Sn phm chm lu chuyn, nhng hng ha ca ngi sn xut nh m h t sn xut, t bn, hoc s dng nhng th trng nh m ngi sn xut c quyn bn cho ngi tiu dng. - Sn phm him, c gi tr cao, sn phm c cht lng c bit; yu cu s dng rt phc tp. Knh 1 cp :

c im: ch c mt trung gian bn hng trong th trng hng tiu dng, l ngi bn l. Trong th trng hng cng nghip, l ngi mi gii hay i din bn hng.

u im:

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- Pht huy c nhng uy th ca loi knh trc tuyn (knh khng trung gian), ng tch chc nng lu thng khi nh sn xut h chuyn mn ha v pht trin nng lc sn xut ca mnh, bo m trnh x hi ha cao v n nh hn, hp l hn trong khuyn th cc hng ha c sn xut. - Gip cho doanh nghip thm nhp vo th trng mi d dng hn.

Nhc im: - Cha pht huy trit tnh u vit ca phn cng lao ng x hi trnh cao, hn ch trnh x hi ha ca lu thng, hn ch cht lng vn ng vt cht ca hng ha, phn b d tr trong knh phn phi khng cn i v hp l. - Loi knh ny ch p dng c hiu qu i vi mt s trng hp nht nh: mt hng n gin, qung ng vn chuyn hng ha khng i, phc v cho nhu cu thng xuyn n nh.

Trng hp p dng: - Trnh chuyn doanh v quy m ca trung gian cho php xc lp quan h -trao i trc tip vi ngi sn xut trn c s t m nhim cc chc nng cn chnh tr. Knh 2 cp :

thit hn

khc, ch

nh khng

cc

doanh sc

nghip cho

gia

cng, tiu th

lp sn

rp,

- Doanh nghip sn xut chuyn mn ha nhng vi quy m nh, kh nng ti vic phm. - Nhng sn phm tiu th hng ngy, thng xuyn cn c mt khp ni, i

c im: l knh gin tip di v hng ha phi qua 2 trung gian l ngi bn bun & ngi bn l. Trong th trng k ngh th l b phn phn phi ca cng ty v cc nh bun.

u im: do c quan h mua bn theo tng khu nn t chc knh tng i cht ch. Ngi sn xut, ngi trung gian, do chuyn mn ha nn c iu kin nng cao nng sut lao ng. Kh nng tha mn nhu cu th trng ln.

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Nhc im: Vic iu hnh knh phn phi s kh khn nu cc nh kinh doanh trnh v kinh nghim. Thi gian lu thng hng ha t ni sn xut n ni s dng cui cng di, chi ph ca c knh phn phi ln.

Trng hp p dng: hng ha c mt s t ngi sn xut nm mt s ni khc nhau nhng tiu dng gii hn mt t ni no , hoc c mt s t ngi sn xut nhng tiu dng nhiu ni. Ngi sn xut c quy m ln, lng hng c sn xut ra vt qu nhu cu tiu dng mt a phng, mt vng. Knh 3 cp : c im: l knh gin tip di nht phi tri qua 3 trung gian l i l, ngi bn bun, ngi bn l. Trong loi knh ny, s lng bn bun nhiu khng hn ch, t nht l mt. Mt i l c s dng gip phi hp cung cp sn phm vi khi lng ln n th trng mc tiu.

u im: chuyn mn ha cao, rt ngn chu k sn xut v tiu th. Tng nhanh quay vng vn. Kh nng tha mn nhu cu th trng ln Nhc im: c qu nhiu trung gian,vic iu hnh knh phn phi s kh khn nu cc nh kinh doanh trnh v kinh nghim. Thi gian lu thng hng ha t ni sn xut n ni s dng cui cng di, chi ph ln, ri ro cao.

Trng hp p dng: dng cho nhng doanh nghip c quy m ln, lng sn phm sn xut ra vt qu nhu cu tiu dng ti ni sn xut.

Cu 6: Trnh by cch thc t chc knh phn phi VMS ?

-

H thng knh phn phi dc bao gm ngi sn xut, mt vi ngi bn bun & nhng ngi bn l lp thnh mt h thng thng nht.

- Cc thnh vin lin quan cht ch & c s h tr ln nhau. Loi ny thnh hnh trong cc sn phm tiu dng (`B2C).

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- y l nhng knh c t chc, thit k theo nhng tnh ton t trc m bo s rng buc v quyn li v trch nhim gia cc thnh vin trong knh vi nhau. - Mc tiu ca tng thnh vin c t trong mc tiu chung ca c h thng Mt thnh vin c knh c th c hng u i trong bun bn, v vy gia cc thnh vin trong knh c phn chia cng vic mt cch ph hp, m bo em li hiu qu cao nht cho c h thng. H thng knh phn phi VMS bao gm 2 hnh thc ch yu: Hnh thc cng ty VMS: - Trong hnh thc ny, cc giai on sn xut v phn phi thuc mt ch s hu duy nht. Hnh thc hp ng VMS: - Hnh thc ny bao gm nhiu cng ty c lp, gn b vi nhau bng hnh thc hp ng & nhng chng trnh phi hp hot ng nhm mc ch l t c hiu qu cao hn so vi khi h hot ng ring l. - H thng knh phn phi dc theo hp ng c 3 cch thc: + Lin kt t nguyn ca nhng ngi bn l di s bo tr ca ngi bn bun. + Hp tc x nhng ngi bn l. + T chc ca nhng ngi c hng quyn u i. - T chc ca nhng ngi c hng quyn u i c th phn ra 3 hnh thc sau: 1) H thng nhng ngi bn l c u i di s bo tr ca ngi sn xut. 2) H thng nhng ngi bn s c s bo tr ca ngi sn xut.
3) H thng nhng ngi bn l c u i di s bo tr ca cng ty dch v .

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Ni tm li, tnh ph thuc v s lin kt cht ch gia cc thnh vin knh l nhng c im chnh ca h thng knh phn phi theo chiu dc. Cu 7: Chiu th l g? Trnh by cc cng c ca hn hp chiu th. Phn bit s khc nhau gia chin lc y & ko ? I-Khi nim: Chiu th (qung b) l hot ng a thng tin thng hiu n khch hng mc tiu & thuyt phc khch hng nh n l mua sn phm ca cng ty mnh. II-Cc cng c ca hn hp chiu th: Qung co (Advertising): Khi nim:Qung co l mt trong nhng cng c quan trng nht ca hot ng chiu th. Qung co l vic s dng cc phng tin thng tin truyn t tin tc v cht lng hay u im n cc khch hng mc tiu ca cng ty. Mc tiu:qung co l thu ht s ch ca khch hng, thuyt phc h v nhng li ch, s hp dn ca sn phm nhm thay i hoc cng c thi v lng tin tng ca ngi tiu th v sn phm ca cng ty, tng lng ham mun mua hng ca h v i n hnh ng mua hng. Phng tin: - Nhm phng tin in n: bo ch, tp ch, n phm thng mi
-

Nhm phng tin in t: truyn thanh,truyn hnh, phim, internet

- Nhm phng tin ngoi tri, ngoi ng: pa-n, p-phch, bng hiu - Nhm phng tin qung co trc tip: th trc tip, in thoi Khuyn mi (Sales Promotion): Khi nim: Khuyn mi l nhng khch l ngn hn khun khch vic mua mt sn phm vt cht hay mt dch v. Mc tiu: - Khuyn khch mua nhiu sn phm. - ng vin s dng th sn phm. - Li ko khch hng t nhn hiu cnh tranh.

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- Gia tng s nhn thc nhn hiu sn phm. - Khuyn khch mua li sn phm. - Thi thc mua sm bc ng. Cng c khuyn mi:
-

Gim gi tng phiu gim gi. Thng, tng qu.

- S x, tr chi trng thng. - Th VIP. - Dng th min ph Cho hng c nhn (Personal selling): Khi nim: l s giao tip mt i mt ca nhn vin bn hng vi khch hng tim nng trnh by, gii thiu & bn sn phm. Cho hng c nhn to s ch ca mi khch hng & chuyn ti nhiu thng tin. Mc tiu: - Trnh by tt c cc thuc tnh ca sn phm. - Gii thch thc mc. - Thay i quyt nh mua ca khch hng. - Ti a ha s lng bn. - m bo giao hng u n, n nh. - Pht trin mi quan h lu di. - To hnh nh tt cho cng ty. - Xy dng nim tin ni khch hng. Quan h cng ng (Pulic Relations): Khi nim: l nhng hot ng truyn thng xy dng & bo v danh ting ca cng ty, sn phm trc cc gii cng chng, gi tt l PR. - i tng nhn cc thng ip PR l cc gii cng chng gm: gii tiu th, cc nh u t, cc bo i, cc thnh vin phn phi, nhn vin Mc tiu: - t c nhng v tr & thi im tt trn cc phng tin thng tin.

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- Truyn thng nhng bo co v thnh qu hot ng ca cng ty. - t c v tr cn thit cho cng ty khi n ra nhng cuc tranh lun. - Kt hp hot ng x hi vi qung co. - Xy dng thin cm cng chng vi sn phm, cng ty, ngnh.
-

Gi vng tnh cm ca cng chng

- Vn ti nhiu nhm phng tin. Cng c ch yu: - Xut bn phm: bo co hng nm, sch, bi bo, t liu nghe nhn, bn tin.. - T chc s kin: l khai trng, ng th, khnh thnh, k nim - Ti tr: t thin (hc bng, cu tr), thng mi (chng trnh ca nhc, th thao gn vi tn sn phm hay cng ty). - Tin tc: v cng ty, sn phm & con ngi ca cng ty.
-

Bi ni chuyn: gim c cng ty c th trnh by v tnh hnh hot ng ca daonh nghip, tr li thc mc ca khch hng.

- Hot ng cng ch - Phng tin nhn dng: logo, bng hiu, o qun ng phc, vn phng phm.. Marketing trc tip (D Marketing): Khi nim: l vic s dng in thoi, th in t & nhng cng c tip xc khc (khng phi l ngi) giao tip & dn d mt p ng t nhng khch hng ring bit hoc tim nng. Mc tiu: - Tc ng n nhn thc & d nh mua sau ca khch hng. - To c hi cho nhn vin bn hng. - Gi nhng thng ip nhn mnh n hnh nh & s a thch ca cng ty. - Thng tin & hng dn khch hng chun b cho ln mua sau. Cng c ch yu: - Marketing qua catalog: nhiu cng ty dng hnh thc bn hng qua th in t sau khi pht hnh ra catalog

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- Marketing qua th trc tip: trong c th, mu qung co nh, phim, s in thoi min ph - Marketing t xa qua in thoi: khch hng dng in thoi & gi s in thoi min ph t hng. - Marketing trc tip : trn truyn hnh, truyn thanh, bo ch, tp ch. III- Phn bit s khc nhau gia chin lc y & ko 1) Khi nim - Chin lc ko: Thu ht khch hng n vi sn phm bng cc chin lc qung co nhm to s ch & hnh thnh nhu cu ni khch hng. - Chin lc y: a sn phm vo cc knh tiu th bng vic s dng qung co, c cc chng trnh khch l dnh cho trung gian & nhn vin cho hng tc ng & y sn phm vo knh phn phi. 2) M hnh: Chin lc ko: Nh sn xut Cc trung gian phn phi Nh tiu dng

Chin lc y: Nh sn xut Cc trung gian phn phi Cc n lc xc tin Yu cu sn phm Chuyn a sn phm 3) Phn bit: Ngi tiu dng

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Chin lc ko

Chin lc y

nh ngha - L chin lc thu ht li ko - Nh sn xut tm cch a mt s khch hng mua sn phm ca lng hng ha ti a ra th trng mnh. i tng tc ng Mc ch Phng php - Khch hng cui cng. sao cho c hiu qu nht. - Cc trung gian phn phi.

- T chc tt mng li knh phn - T chc tt mng li knh phn phi. phi. - Qung co, hi ch trin lm, t - Bn hng c nhn, h tr ti chnh, chc s kin, quan h cng chng, h tr o to, chit khu cho i dng th l