Professional Documents
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CHIU TH
Chng 9
Mc tiu chng
Khi qut v chin lc chiu th Cc cng c ch yu ca chin lc chiu th M hnh truyn thng trong hat ng chiu th Quy trnh thit k mt chin lc chiu th
Ni dung chng
Khi qut v chin lc chiu th Khi nim Cng c Vai tr Chc nng M hnh truyn thng Cc bc thc hin k hoch truyn thng Cc phi thc chiu th (promotion-mix)
Cc cng c ca chiu th
Qung co Cho hng c nhn Khuyn mi
Chiu th
Giao t
Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
L nhng hnh thc trnh by hay c ng cho nhng tng, sn phm, hoc dch v mt cch gin tip, khng c s giao tip trc tip gia cc c nhn
Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
l k thut giao tip trc tip vi mt hay nhiu khch hng tim nng nhm mc ch trnh by, tr li cc cu hi, v tm kim n t hng t khch hng
Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
l nhng qu tng, phn thng, kch thch trong ngn hn nhm khuyn khch dng th hay mua sn phm, dch v
Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
l nhng chng trnh, hot ng c thit k nhm c ng hay bo v hnh nh ca cng ty, sn phm trc cng chng hay cng ng
Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
l cc hnh thc s dng th, email, in thoi, fax, hay internet truyn thng v nhn phn hi trc tip vi khch hng mc tiu
1.2 Mc ch ca chiu th
Thng bo Khuyn khch So snh Thuyt phc Nhc nh
X hi
i vi doanh nghip
L cng c cnh tranh Chiu th gip ci thin doanh s Cng c truyn thng gii thiu sn phm, doanh nghip v h tr cho chin lc nh v To s thun tin cho phn phi Gip xy dng hnh nh tch cc ca doanh nghip i vi cc nhm cng chng ..
i vi x hi
H tr cho cc phng tin truyn thng nng cao cht lng, gim chi ph pht hnh cng nh a dng ha sn phm ca mnh phc v x hi tt hn To cng vic cho nhiu ngi trong lnh vc sn xut v lnh vc lin quan (nghin cu th trng , qung co PR) L yu t nh gi s nng ng, pht trin ca nn kinh t v l yu t thu ht u t
PR
Personal selling
Sale promotion
Direct marketing
Thit k thng ip
La chn phng tin Tip nhn thng tin phn hi
Cc yu t nh hng n hn hp chiu th
Loi sn phm/ th trng S sn sng mua Cc giai on trong chu k sng sn phm
S sn sng mua
Khuyn mi
Tnh
hiu qu
Bn trc tip
Qung co/ Tuyn truyn
Tnh hiu qu
Khuyn mi Qung co/ Tuyn truyn Bn trc tip
Gii thiu Tng trng Bo ha
Suy thoi
4.2 Chin lc y v ko
Chiu th
Khuyn mi
Giao t
5.1 Qung co
Qung co l vic s dng cc phng tin thng tin i chng truyn tin tc v cht lng hay u im ca sn phm n khch hng. thc hin vic ny doanh nghip phi chi ra mt khon tin nht nh
c im c bn ca qung co
Tnh i chng
S lan to
Tnh khuych i
Tnh v cm
5. 1 Qung co
Mc tiu ca qung co
Hng n nhu cu Thng tin Thuyt phc Nhc nh Hng n hnh nh Doanh nghip Thng hiu
5. 1 Qung co
5. 1 Qung co
5. 1 Qung co
2009
Vic chi tiu qung co trong vng 9 thng u nm t 450 triu USD, tng 26% so vi cng k nm ngoi (theo nghin cu th trng ca TNS Media (Vit Nam). Mc tng trng cao hn nhiu so vi mc 8% cho c nm m cc chuyn gia phn tch d on. (Bo Thanh Nin ngy 14/11/2009).
Xc nh mc tiu qung co
Mc tiu qung co phi xut pht t mc tiu ca chin lc th trng mc tiu, nh v th trng v marketing hn hp. Mi loi mc tiu c p dng trong nhng tnh hung khc nhau nh giai on chu k sng sn phm, v th cnh tranh ca doanh nghip
K hoch qung co
5. 1 Qung co
5. 1 Qung co
5. 1 Qung co
5. 1 Qung co
QUY TRNH LM MT QC BO
SNG TO CONCEPT, HEADLINE, BODY COPY CC DRAFTS, LAYOUT, ART WORKS TEST CHN BEST ARTWORKS
BN YU CU SNG TO
GI MU MU V PHIM CHO CC BO
THU M
THC HiN QC
5. 1 Qung co
5.2 Khuyn mi
Khuyn mi l nhng khch l ngn hn khuyn khch vic mua mt sn phm hay dch v
Khuyn mi n trung gian phn phi (khuyn mi thng mi) Khuyn mi n ngi s dng (khuyn mi ngi tiu dng)
5. 2 Khuyn mi
5. 1 Qung co
Khuyn mi thng mi
Mc tiu: Xy dng v m rng mng li phn phi Nng cao hnh nh v h tr sn phm ang tiu th Khuyn khch trng by, d tr Cng c, duy tr quan h vi trung gian v nhn vin bn hng
5. 1 Qung co
5. 1 Qung co
c im
Tn nhim cao Khng cn cnh gic Gii thiu c th
Cc hnh thc
Thng co bo ch Hp bo Ti tr T chc s kin Vn ng hnh lang
5. 4 Bn hng c nhn
5. 4 Bn hng c nhn
5. 4 Bn hng c nhn
L xu hng ang ngy mt gia tng v c cc doanh nghip va v nh khai thc mt cch trit
c im
Khng cng khai Theo khch hng Cp nht
Cc hnh thc
Th cho hng Direct mail Telemarketing Internet marketing (digital marketing, online marketing)
Internet marketing
u im: C th bt u vi chi ph thp C kh nng tp trung cao vo nhm khch hng mc tiu C th xut hin vo ng thi m C th tng tc v tip cn trc tip khch hng Phn ng nhanh Khng b gii hn bi thi gian v khng gian D o lng, nh gi
5. 5 Marketing trc tip
Internet marketing
Nhc im: Khng phi tt c khch hng mc tiu u online (Vit Nam: ch yu t 15-35 tui) Mc tin cy ca thng tin trn mng khng cao, kh kim sat d lun mng Yu t cng ngh (gy tm l e ngi) Thiu nhn lc am hiu c 2 lnh vc CNTT v marketing