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H thng cu hi n tp mn marketing cn bn

Posted on 10/06/2009 by quantrikinhdoanh7 H thng cu hi n tp mn marketing cn bn * Cc khi nim c bn ca Marketing -Nhu cu th trng: Nhu cu t nhin, -%i$ tr, chi &h' () s tha ong un, nhu cu c! "N n#ng thanh to$n t#ng gi$ tr s tha *n cho kh$ch h)ng

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-.rao /i () c$c /iu kin ca trao /i, 0 ngh1a ca (ic nghien cu -.h trng : kh$i ni , quan ni ca hc, 0 ngh1a ca s &h3n bit n)y -4arketing : kh$i ni , (ai tr5 () ( tr' * Phn tch khi nim qun tr marketing. T h n!u nhng cng "ic thuc " h#t ng marketing ca $#anh nghip * Cc quan im qun tr marketing % bn cht& biu hin& hn ch "' t(nh hung ng $ng. H ) " $ " * biu hin ca tng quan im tr#ng thc tin * +# *nh quan im marketing "' quan im bn h'ng. Ch# " $ minh ha phn bit * H , $ng mt qu tr(nh marketing the# quan im ca cc bn- .in )un ch# qu tr(nh ca cc bn * C cu ca h thng thng tin marketing. Tr(nh t thc hin /CM0T- 12 thu t "' thc h'nh. * H th# )un "ai tr3 ca nghi!n cu th trng tr#ng qu tr(nh ra qu t nh " marketing * /ghi!n cu th trng )' g(- H ch# mt nh ngh4a "' qu tr(nh nghi!n cu th trng the# quan im ca bn * Mi trng marketing )' g(- 5( *a# phi nghi!n cu mi trng marketing Phn bit mi trng marketing "i m "' mi trng marketing "4 m* Phn bit nh hng ca tng u t thuc mi trng marketing ti h#t ng marketing ca $#anh nghip % t# ra c hi 6 g ra ngu c& im mnh& arketing kh$c g2 (i quan /i ca kinh t

im u "' $# nh hng ti cc qu t nh marketing 7 mi, nh th n'#1i!n h thc tin "' ch# " $* Phn tch m h(nh h'nh "i mua ca khch h'ng * Phn tch * nh hng ca tng u t tr#ng cc nhm u t% 5n ha& , hi& c nhn& tm )2 ti qu t nh mua ca khch h'ng. Ch# cc " $ )i!n h * Phn tch qu tr(nh thng qua qu t nh mua ca khch h'ng tr!n th trng ti!u $8ng "' qua pht hin ha ch r9 nhng iu nh' qun tr marketing phi h'nh ng tr#ng mi bc. ch# " $ gn "i h'ng ha& $ch " c th* .n cht ca phn #n th trng % 0hi nim& )2 $#& !u cu "' c * ca phn #n th trng . Ch# " $ )i!n h "i thc tin kinh $#anh cc h'ng ha "' $ch ". * Cc phng $in 6 cn c: ti!u ch cn phi nh gi cc #n th trng phc " ch# "ic )a chn th trng mc ti!u * Cc phng n )a chn th trng mc ti!u "' cc phng n chin )c marketing chim )4nh ;p ng< th trng % bn cht& a nhc im "' iu kin ng $ng. * =nh " th trng % 0hi nim& )2 $#& cc h#t ng tr#ng tm ca chin )c nh "& cc bc ca tin tr(nh nh " * Cc bc tr#ng tin tr(nh , $ng chin )c marketing * /i $ung ca bn k h#ch marketing % u nhc im ca mi m h(nh * Cc m h(nh t chc b phn marketing ca $#anh nghip. ca mi m h(nh u nhc im

* .a cp cc u t cu th'nh n " *n ph!m. 2 ngh4a nghi!n cu * Cc cch phn )#i *n ph!m& mc ti!u "' 2 ngh4a ca phn )#> *n ph!m * /hn hiu% nh ngh4a& cc b phn& cc qu t nh " nhn hiu. Cc u t )'m ch# nhn hiu 6 thng hiu th'nh cng * Cc u t " ba# gi. 5ai tr3 ca ba# gi * ?u t nh " $ch " "' cn c ra qu t nh * ?u t nh " chng )#i "' $anh mc h'ng ha

* Chu k@ *ng ca *n ph!m. chin )c marketing c th tha i nh th n'# the# chu k@ *ng *n ph!m* Cc nhn t ch u tc ng n qu t nh " gi ca $#anh nghip. 1i!n h thc tin * Tin tr(nh ,c nh mc gi c bn * /m "' "n $ng cc chin )c gi in h(nh% -,hin -c gi$ /i (i sn &h -,hin -c gi$ $& dng cho danh -,hin -c gi$ hai &hn -,hin -c gi$ trn g!i -,hin -c gi$ theo /a -0 -,hit gi$ () ht gi$ -6nh gi$ khuyn -6nh gi$ &h3n bit * 0!nh phn phi % nh ngh4a& "ai tr3& chc nng ca cc th'nh "i!n * Cu trAc k!nh phn phi % Chiu $'i "' chiu rng * T chc k!nh phn phi % 0!nh tru n thng "' k!nh )i!n kt $c. 5M+. u th ca i i c h)ng h!a

* Cc cn c )a chn k!nh phn phi. Cn c n'# qu t nh b $'i& b rng ca k!nh* .n cht ca ,Ac tin hn hp ha tru n thng marketing * Cc bc chung ha m h(nh chung ca h#t ng tru n thng * Cc cn c ;ha cc nhn t nh hng< )a chn phi hp cc cng c ,Ac tin * Cc phng php ch u ,c nh ngn *ch ch# h#t ng tru n thng% ni $ung "' u nhc im

* Mt chng tr(nh tru n thng c hiu qu *" ph thuc "'# cc u t n'#Mi quan h gia ngi nhn tin "' phng tin tru n thngH thng cc cu hi th# )un "' m rng * Phn tch khi nim Bnhu cu th trngC the# quan im marketing "' t n!u nhng ch $#n ch# h#t ng marketing . - h ch# " $-. * Tr#ng cc *n ph!m $i & gi *$ bn )' ngi ti!u $8ng khi mua *m chAng& nhng ti!u ch g( bn chn *n ph!m - Ti *a# bn chn *n ph!m n' m' khng chn *n ph!m khc -7e gn -. /i -Nh) h)ng -8)ng kh9ng -"h$ch sn * .(nh )un hai pht biu *au % ;D< B /ghi!n cu th trng )' cng "ic ti!u tin thu )i c#n * khngC "' ;E<% B/ghi!n cu th trng )' tt c tr#ng "ic ra cc qu t nh " marketing B. * H chn mt $ n nghi!n cu "' "it ngh nghi!n cu ch# $ n n' . * H chn mt th trng tr#ng cc th trng *n ph!m ti!u $8ng r%i ,c nh mc ti!u nghi!n cu "' thit k mt nghi!n cu khm ph th trng thng qua k& thut *#n th# nhm. +au khi thit k ,#ng h thc hin nghi!n cu "' "it b# c# kt qu nghi!n cu * H chn hai qung c# ca hai thng hiu ca mt *n ph!m c chiu tr!n T5. H thit k mt nghi!n cu # )ng mc nhn bit ca ngi ti!u $8ng " hai thng hiu cFng nh *# *nh mc chAng "i nhau. +au tin h'nh thc hin "' "it b# c# kt qu nghi!n cu n' . * Mc ti!u nghi!n cu mi trng marketing "i m "' mi trng nghi!n c mi trng marketing "4 m khc nhau nh th n'#- H ch ra mt "'i u t c th ca mi trng "4 m chi ph> n qu t nh " *n ph!m ca $#anh nghip m' anh ch bit * Ti *a# ngi )'m marketing phi phn tch cc u t mi trng marketing "i m khi , $ng chin )c marketing - H ch# bit cc u t "n ha 6 , $y ca nhc

hi "' chnh tr 6 )ut php nh hng n cc qu t nh " *n ph!m ca $#anh nghip /T/* Tr(nh b bn cht ca cc cp cnh tranh. H phn cp cnh tranh ca nhn hiu bia Tiger tr!n th trng "it nam hin na - 5' bin )un* G#anh nghip cn phn tch cc u t n'# ,c nh c hi "' ngu c ca h tr!n th trng *n ph!m c th- H ch ra nhng c hi "' ngu c ca mt $#anh nghip 5it /am c th ;m' anh ch bit< *au khi 5/ "'# HTI "' ,ut bin php marketing ca h. * Tr(nh b ni $ung ca m h(nh h'nh "i mua ca khch h'ng ;m h(nh kch thch p )i< "' n!u 2 ngh4a ca n i "> ng> )'m marketing * Ti *a# ngi )'m marketing phi phn tch h'nh "i ngi ti!u $8ng khi , $ng chin )c marketing - 1it k! cc "n ngi )'m marketing phi nghi!n cu " i th cnh tranh. H ch# " $ " cc u t mi trng "n ha 6 , hi nh hng n cc qu t nh " ,Ac tin hn hp. * Phn tch nhng iu kin "ic phn #n th trng c gi tr i "i $#anh nghip. Mt cng t *n ,ut t n!n phn #n th trng the# nhng ti!u thc n'#- 0hi n'# $#anh nghip n!n )a chn kiu chin )c nhn hiu ch# tng chng )#i *n ph!m ca $#anh nghip * ?ua mt " $ c th phn tch cc u t chi phi n "ic )a chn chin )c nh " ca $#anh nghip. /hng u t "' thuc tnh n'# c th *$ $ng nh " ch# mt trng hc* Tr(nh b' tm tt ni $ung ca nhng u t cn phn tch )a chn th trng mc ti!u qua mt " $ c th. Ch# " $ " )a chn chin )c nh " ca $#anh nghip * H n!u bn cht ca mi quan h gia )a chn th trng mc ti!u& chin )c nh " "' qu t nh " *n ph!m- Phn tch cc u t chi phi n "ic )a chn chin )c nh " ca $#anh nghip. Ch# " $ minh ha. su tm

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