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CHIN LC SN PHM
Marketing cn bn
Chng 6
MC TIU CHNG
Marketing cn bn _ Chng 6
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NI DUNG CHNG
Ni dung chnh
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1.
Marketing cn bn _ Chng 6
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1.1
Sn phm l tng hp ca cc c tnh vt cht, nhng yu t c th quan st, c tp hp trong mt hnh thc ng nht l vt mang gi tr s dng
Marketing cn bn _ Chng 6
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Sn phm l nhng th doanh nghip cung cp cho th trng tha mn mt nhu cu hay mt c mun ca khch hng, ng thi phi to s ch , mua sm, s dng
Marketing cn bn _ Chng 6
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3 CP SN PHM
Sn phm l tp hp tt c cc gi tr c th tha mn mong mun ca khch hng
Vn chuyn CT LI SN PHM Bo hnh SN PHM C TH T vn
SN PHM B TR
Bao b
Li ch Cht ct li
lng
c tnh
Giao hng
Nhn hiu
Sa cha
Lp t
Marketing cn bn _ Chng 6
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1.1.1
SN PHM CT LI
Nh sn xut bn ci g
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Marketing cn bn _ Chng 6
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Li ch sn phm
Ct li sn phm tr li cho cu hi khch hng tm kim li ch g sn phm Li ch sn phm Li ch l tnh (li ch chc nng) Li ch cm tnh Vd: X- men + Hng thm c bit + Phong cch n ng ch thc
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Bi hc ln nht: Khng bao gi b qua nhng chi tit nh nht nht trong cm nhn ca ngi tiu dng
Marketing cn bn _ Chng 6
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1.1.2
SN PHM C TH
L nhng sn phm m khch hng mua v s dng tha mn li ch ca mnh Bao gm: cht lng, c im sn phm (kiu dng, mu m), thit k, thng hiu, bao b
Marketing cn bn _ Chng 6
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T vn
Cuc cnh tranh mi khng phi l gia nhng g cng ty sn xut ra, m l gia nhng th h b sung cho sn phm ca mnh
Lp t
Vn chuyn
Marketing cn bn _ Chng 6
Annie _ sinhvienmarketing.com
1.2
Sn phm v hnh
Khng th trng by Khng th ct gi, lu kho Sn xut v tiu dng gn lin v mt khng gian Khng th vn chuyn Khng ng nht v cht lng Khch hng l thnh vin trong qu trnh sn xut v tiu dng
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1.3
Chin lc sn phm
1.3.1
Khi nim
Chin lc sn phm l nhng nh hng v quyt nh lin quan n sn xut v kinh doanh sn phm trn c s bo m tha mn nhu cu khch hng
Marketing cn bn _ Chng 6
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1.3.2
Thng qua chin lc sn phm, cng ty c nhng pht trin nh hng r rng C s phn b ngun lc hp l L yu t gip thc hin tt cc mc tiu marketing Nng cao li th cnh tranh Tha mn nhu cu ca khch hng
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2.
Quyt nh v kch thc tp hp ca SP Quyt nh v nhn hiu Quyt nh v cht lng Quyt nh v c tnh
2.1
Chiu rng
S lng cc chng loi sn phm ca mt cng ty ang kinh doanh
Chiu di
Chiu su
Marketing cn bn _ Chng 6
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2.1
Giy v sinh
Pampers Luvs
Banner
Marketing cn bn _ Chng 6
2.1
Chin lc sn phm
Marketing cn bn _ Chng 6
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B sung cc mt hng v mn hng vo dng sn phm hin c nhm mc ch khai thc c hi th trng, i ph vi cnh tranh
Marketing cn bn _ Chng
Thay i sn phm trong dng sn phm ph hp vi nhu cu ca ngi tiu dng: bao b, mu m, ti nh v
Lai b nhng sn phm khng cn mang li li nhun, gip doanh nghip tp trung vo nhng sn phm mi
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Ko di dng sn phm
Dng sn phm di
u im
Bao ph phn ln cc phn on th trng, to cm gic p ng nhiu nhu cu
Hiu qu b sung gia cc sn Nguy c phn tn ti lc phm h tr sn phm ch lc Phn ng nhanh nhy trc thay i ca th trng v i th Phn b ri ro trn nhiu sn phm
Marketing cn bn _ Chng
Kh qun l bn hng, chi ph cao, b my nng n Cc sn phm ln sn nhau trong cng dng sn phm
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Ko di dng sn phm
Dng sn phm di
u im
D nh vi dn u trong khc th Ngi tiu dng t la chn trng m doanh nghip tp trung khai thc Lc lng bn hng am hiu v sn phm Tit kim chi ph sn xut D qun l: theo di bn hng, tn kho . . .
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2.2
2.2.1. Khi nim Tn gi, thut ng, du hiu, biu tng, hoc nhng yu t trn nhm xc nhn sn phm / dch v ca mt doanh nghip v phn bit vi i th cnh tranh. Cc thnh phn ca nhn hiu - Nhng yu t hu hnh - Nhng yu t v hnh
Marketing cn bn _ Chng 6
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Slogan
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2.2.2
Quyt nh cch t tn Quyt nh ngi ng tn Quyt nh m rng nhn Quyt nh a hiu Quyt nh ti nh v nhn
Marketing cn bn _ Chng 6
Annie _ sinhvienmarketing.com
Quyt nh lin quan n cht lng sn 2.3 phm L cng c ch yu nh v sn phm trn th trng mc tiu Cht lng sn phm cho thy chng thc hin c cc chc nng ca sn phm Cht lng sn phm bao gm: bn: Durability tin cy: Reliability chnh xc: precision D vn hnh v sa cha: Ease of operation
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Doanh nghip cn la chn mc cht lng cho sn phm ty theo mc tiu v nh hng ra.
Cht lng tuyt ho Cht lng cao Cht lng trung bnh Cht lng thp
Marketing cn bn _ Chng 6
Annie _ sinhvienmarketing.com
2.4
c tnh sn phm l nhng c im th hin chc nng sn phm v to s khc bit khi s dng sn phm. Mt sn phm c th c cung cp vi nhng c tnh khc nhau.
Marketing cn bn _ Chng 6
Annie _ sinhvienmarketing.com
2.5
Gm cc thnh phn: Bao b trong, ngoi, vn chuyn Nhn mc gn trn bao b Thng tin trn bao b Chn nguyn liu Thit k bao b Quyt nh gn nhn v thng tin trn bao b
Marketing cn bn _ Chng 6 Annie _ sinhvienmarketing.com
2.6
Cc quyt nh dch v h tr cho sn phm 1. Ni dung dch v 2. Mc dch v 3. Cch thc hin dch v
Marketing cn bn _ Chng 6
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Mt s dch v h tr sn phm
Hng dn s dng Bo tr Bo hnh Chuyn ch; Giao hng theo khch hng Bn tr gp Lp t sn phm T vn tiu dng ....
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Marketing cn bn _ Chng 6
2.7
Theo anh/ ch sn phm mi l g? Ti sao cc doanh nghip li thng c nhng chng trnh nghin cu v pht trin sn phm mi
Marketing cn bn _ Chng 6
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Marketing cn bn _ Chng 6
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Cc dng sn phm mi theo Booz, Allen & Hamilton: Sn phm han tan mi trn th trng (10%) Thm dng sn phm mi(20%) B sung vo dng sn phm hin c (26%) Ci tin t sn phm hin c (26%) nh v li dng sn phm (7%) Thit k mi (11%)
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Marketing cn bn _ Chng 6
2.7
Nhu cu, th hiu ca khch hng lun thay i Cng ngh mi p lc cnh tranh tng dn Yu cu pht trin ca doanh nghip
Marketing cn bn _ Chng 6
Annie _ sinhvienmarketing.com
2.7
La chn tng
Son tho chin lc marketing Phn tch kh nng sn xut v tiu th
Thit k sn phm
Th nghim th trng
L do sn phm mi tht bi
nh gi sai tim nng th trng Xc nh sai nhu cu, li ch khch hng mong i Cc phn ng bt ng t i th cnh tranh iu kin cht lng khng ph hp Thng tin gii thiu sn phm km Sn phm khng n c vi ngi tiu dng Thi im tung sn phm khng thch hp Thc hin cc hot ng phi hp Marketing mix khng tt.
Marketing cn bn _ Chng 6 Annie _ sinhvienmarketing.com
2.8
Chu k sng sn phm bt u t khi xut hin trn th trng cho n khi th trng khng cn chp nhn na. Chu k sng ca sn phm gm 4 giai on: Giai on gii thiu Giai on pht trin Giai on chn mui Giai on suy thoi
Marketing cn bn _ Chng 6 Annie _ sinhvienmarketing.com
2.8
Doanh s Li nhun
Thi gian Gii thiu Pht trin Chn mui Suy thoi
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Li nhun m
Bt u tng t ti a Gim nhanh
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Gii thiu
Pht trin
Tng Mnh
Gim
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Gii thiu C bn
Marketing cn bn _ Chng 6
To a thch, khuyn mi Ci t, cng Nhn mnh c, s khc bit, li ch Loi b Tng khuyn knh khng mi hiu qu
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