Phn on th trng

& la chn th trng mc tiu

Hanoi School of Business

Leadership Excellence

06/11/2005

BUS600-Marketing

IeMBA

Qu trnh Marketing

Bc1: Xc nh khch hng v nhu cu

ca h
Bc 2: Quyt nh liu c nn v bng
cch no tho mn nhng nhu cu
Qu trnh ny s tr nn n gin (mc d
khng d dng) nu tt c mi ngi
mong mun nh nhau
Phng php Marketing khng phn bit!
06/11/2005

BUS600-Marketing

IeMBA

T duy v marketing

Marketing khng
phn bit lun lun
thnh cng ?
Marketing thc s
phn bit c th thc
hin c ?
Marketing theo on
th trng
06/11/2005

BUS600-Marketing

IeMBA

Phng php Marketing khng phn bit

c th thnh cng khng?
Khch hng khc nhau v:
}
}
}
}
}

Ngun lc
Hon cnh sng v lm vic
Tm l v thi mua hng
Phong cch sng
Cc c im khc

Cnh tranh ngy cng gay gt

06/11/2005

BUS600-Marketing

C th thc hin c phng php

Marketing thc s phn bit khng?

IeMBA

Cc doanh nghip c
}
}
}

Ngun lc hn ch
Thi gian c hn
Kh nng c hn

i vi mt vi th trng, iu l c
th

06/11/2005

BUS600-Marketing

IeMBA

Marketing theo mc tiu

Marketing theo mc tiu (target marketing) i

hi nhng ngi lm cng tc marketing phi
thc hin 3 bc chnh:
}

06/11/2005

Phn loi v lp h s cc nhm khch hng

(ngi mua) theo nhu cu v nhng c tnh ring
c ca h (phn on th trng).
La chn mt hoc mt s phn khc thm
nhp (marketing theo mc tiu).
i vi tng phn khc th trng mc tiu (target
segment), xy dng v truyn ti nhng li ch
chnh m sn phm hoc dch v ca cng ty
mang li (nh v th trng).
BUS600-Marketing

Cc bc trong phn on,

la chn & nh v th trng

IeMBA

6. Pht trin Marketing hn hp

cho tng on TT

nh v th trng

5. Xy dng chin lc nh v
cho tng on TT
4. La chn on th trng

La chn on
th trng mc tiu

3. Xy dng thc o hp dn
2. Pht trin tp hp cc on
th trng
Phn on th trng
1. Xc nh c s phn on
th trng
06/11/2005

BUS600-Marketing

IeMBA

Phn on th trng l g?
Phn on th trng l chia th trng ra thnh nhng nhm
ngi mua ring bit c cc c im v nhu cu tng i
ging nhau

Phn on th trng gip cho doanh

nghip c th pht trin mt chng trnh
marketing ring bit cho mt on th
trng la chn. iu ny khng th
lm c vi c th trng

B
B

A
A

A
A
A

C
06/11/2005

BUS600-Marketing

Cc mc v cc cch phn
on th trng

IeMBA

Cc mc phn on th trng
Marketing i tr
Marketing tp trung
}

Marketing phn on
Phn on th trng
Cc lnh vc
Cc phng php tung sn phm linh hot
}
}

06/11/2005

Sn phm/dch v khung
Cc la chn thm ty

BUS600-Marketing

Cc mc v cc cch
phn on th trng

IeMBA

}
}
}

Niche Marketing (cao cp)

Marketing theo a phng
Marketing khch hng
Theo yu cu khch hng i tr
Bng la chn
Theo yu cu khch hng
}

06/11/2005

Cc phn on <> cc c nhn

BUS600-Marketing

10

Cc mc v cc cch
phn on th trng

IeMBA

Cc cch phn on th trng

}

Phn on cc s thch
S thch ng nht
S thch phn tn
S thch co cm
}
}

06/11/2005

Phn on th trng t nhin

Marketing tp trung

BUS600-Marketing

11

IeMBA

Cc mc v cc cch phn
on th trng

Qu trnh phn on th trng

Cch phn on th trng da trn nhu cu
Phn chia th trng
}
}

06/11/2005

Cp bc thng tr v nhn hiu

Cp bc thng tr v a l

BUS600-Marketing

12

IeMBA

Cc bc trong qu trnh phn on

1. Phn on
da trn nhu
cu

Nhm cc khch hng vo cc phn on da trn nhu

cu v li ch ca khch hng ging nhau khi gii quyt
vn .

2. Pht hin
phn on

i vi mi phn on da trn nhu cu, xc nh c

im v nhn khu hc, phong cch sng v hnh vi
s dng no lm cho cc phn on khc bit v c
th nhn ra c .

3. S hp dn
ca phn on

S dng cc tiu ch v tnh hp dn ca cc th trng

c xc nh trc (s tng trng ca th trng,
mc cnh tranh v hng tip cn th trng), xc
nh tnh hp dn chung ca mi phn on.

06/11/2005

BUS600-Marketing

13

IeMBA

Cc bc trong qu trnh phn on

4. Kh nng sinh
li

Xc nh kh nng sinh li ca on th trng

5. nh v phn
on

i vi mi phn on, to ra mt gi tr v chin

lc nh v gi sn phm da trn nhu cu c bit
ca khch hng trong phn on v c im
ca phn on .

6. Kim tra

Kim tra tnh hp dn ca chin lc nh v

7. Chin lc
marketing tch hp

M rng chin lc nh v cho cc thnh phn

ca marketing hn hp

06/11/2005

BUS600-Marketing

14

IeMBA

Tiu
Tiu thc
thc phn
phn on
on th
th trng
trng

Tiu thc phn

on th trng

Nhn khu hc

Hnh vi

a l

Tm l hc

06/11/2005

BUS600-Marketing

15

IeMBA

Nhn khu hc
Tui tc
Gii tnh
Thu nhp
Tng lp x hi
Giai on trong
cuc i
Sc kho theo
tui
Tc ng v mt
tnh cm
Kinh t x hi

06/11/2005

Th h (v d ti
Hoa k v chu u)
}
}
}
}

}
}

Th h giai on suy thoi

Th h th chin th II
Th h sau chin tranh
Th h trong giai on u
thi k bng n sinh
Th h trong giai on cui
thi k bng n sinh
Th h X
Th h Y

Ma trn phn tch th h /

tui tc

BUS600-Marketing

16

IeMBA

Tm l hc

Phong cch sng

}

p lc v thi gian
Nhiu i hi
p lc v kinh t

Tnh cch ring

}

V d v Nhn hiu theo tnh cch:

S chn thnh
S hng khi
S thnh tho
Snh iu
Th rp

Gi tr
}

06/11/2005

Gi tr ct li
BUS600-Marketing

17

a l

IeMBA

Mt dn s

Vng
}

Thi Bnh dng,

vng ni, trung tm
ty bc, trung tm
ty nam, trung tm
ng bc, trung
tm ng nam,
vv..vv..

Thnh th, ngoi

thnh, nng thn

Kh hu
}

Bc,nam

Quy m thnh ph

06/11/2005

BUS600-Marketing

18

IeMBA

Hnh vi

L do
}

Li ch
}

06/11/2005

Nhng s kin quan trng trong cuc sng hoc s

chuyn i
Hng xng du Mobil chia khch hng thnh 5 phn
on v quy m:
Chin binh xa l 16%
Th h F 27%
True Blues 16%
Tin ch 21%
Ngi mua hng da vo gi c 20%
BUS600-Marketing

19

IeMBA

Hnh vi
Tnh trng ca ngi s dng
Mc s dng
Mc trung thnh
}
}
}
}

S trung thnh v iu kin

Trung thnh tng i
Trung thnh khng c nh
Khng thay i

Mc sn sng ca ngi mua

Thi

06/11/2005

BUS600-Marketing

20

IeMBA

Phn on th trng KH cng nghip

Nhn khu
hc

Cc c im
c nhn

Cc nhn t
tnh hung

C
Cs
s
phn
phnon
on
TT
TTKH
KH
cng
cngnghip
nghip

Cc bin s
hot ng

Cch tip cn
mua hng

06/11/2005

BUS600-Marketing

21

IeMBA

Cng ty s dng tiu thc

phn on th trng no?

a im ca khch hng?
Loi hnh t chc/ cng ty: sn xut-kinh
doanh, hnh chnh s nghip, lien doanh?
Qui m ca khch hng: ln hay nh?
c im ca khch hng: phn tn hay
tp trung? Tnh cht thi v? Kh nng ti
chnh?

06/11/2005

BUS600-Marketing

22

IeMBA

Cc cch phn on th trng

kinh doanh chnh

Nhn khu hc
1. Ngnh: Bn phc v ngnh no?
2. Quy m doanh nghip: Chng ta phc v quy m DN no?
3. a im: Chng ta phc v trn khu vc a l no?
Phng php kinh doanh
4. Cng ngh: Chng ta nn tp trung vo cng ngh g?
5. Tnh trng ca ngi s dng hoc ngi khng s dng: Chng
ta nn phc v khch hng ln, khch hng trung, khch hng nh
hay ngi cha s dng
6. Kh nng ca khch hng: Chng ta c nn phc v khch cn
nhiu hay t dch v?
Cc phng php cung ng
7. T chc chc nng cung ng: Chng ta nn phc v nhng cng
ty t chc cung ng tp trung hay phn cp?
8. C cu quyn lc: Chng ta nn tp trung vo nhng cng ty c
k thut chi phi, ti chnh chi phi...?

06/11/2005

BUS600-Marketing

23

IeMBA

9.

Quan h: Bn phc v cng ty c quan h mt thit hay thc s rt

c nhu cu?
10. Chnh sch mua: u thu? Mua theo h thng?
11. Tiu ch mua: Chng ta phc v khch hng cn cht lng? Gi?
Nhn t tnh hung:
12. Cp bch: Chng ta nn phc v k/ hng ang c nhu cu gp?
13. ng dng: Chng ta nn tp trung vo mt vi ng dng quan
trng hay tt c?
14. Quy m n t hng: Chng ta c nn phc v nhiu hay t?
Tnh cch c nhn:
15. Cng tnh cch: Chng ta nn phc v nhng cng ty c tnh cch
ging chng ta?
16. Chp nhn ri ro: Chng ta nn phc v nhng khch hng chp
nhn ri ro hay khng?
17. Trung thnh: Chng ta nn phc v nhng khch hng c thi
trung thnh hay khng?
06/11/2005

BUS600-Marketing

24

IeMBA

Phn on th trng doanh nghip

Ngi mua l doanh nghip tm kim li

ch khc nhau da trn giai on ca
chng trong qu trnh quyt nh cung
ng.
1. Khch hng trin vng mua ln u
2. Khch hng mi
3. Khch hng kn chn

06/11/2005

BUS600-Marketing

25

Phn on th trng doanh

nghip

IeMBA

Rangan, Moriarty, v Swartz nghin cu

mt th trng hng ha chn mui, my
dp thp v pht hin ra bn phn on th
trng doanh nghip
1.
2.
3.
4.

06/11/2005

Ngi mua theo k hoch

Ngi mua theo quan h
Ngi mua qua giao dch
Ngi mua c mc c

BUS600-Marketing

26

Phn on th trng doanh

nghip

IeMBA

Rackman v Vincentis xut mt k hoch

phn on qua phn loi ngi mua l
doanh nghip thnh 3 nhm

06/11/2005

Khch hng quan tm n gi

(bn hng giao dch)
Khch hng quan tm n gii php
(bn hng t vn)
Khch hng chin lc
(bn hng doanh nghip)

BUS600-Marketing

27

Phn on th trng c hiu qu

IeMBA

C th
o lng c

C
Cth
thphn
phnbit
bit
c
cr
rrng
rng
v
vkh
khthi
thi

Yu cu
phn on
th trng
c hiu qu

C
Cth
thtip
tip
cn
cnc
c

C
Cquy
quym
m
ng
ngk
k

06/11/2005

BUS600-Marketing

28

IeMBA

nh gi cc th trng

Qui m v tc tng trng

Tnh hp dn ca on th trng
Mc tiu v ngun lc ca cng ty

06/11/2005

BUS600-Marketing

29

Xc nh th trng mc tiu

IeMBA

nh gi v la chn cc phn on th
trng
}
}
}
}
}

Tp trung vo phn on n
Chuyn mn ha c chn lc
Chuyn mn ha sn phm
Chuyn mn ha th trng
Phc v ton b th trng
Marketing khng phn bit
Marketing phn bit

06/11/2005

BUS600-Marketing

30

Xc nh th trng mc tiu

IeMBA

Cc chi ph cao hn khi s dng phng

php marketing phn bit

06/11/2005

Chi ph ci bin sn phm

Chi ph sn xut
Chi ph hnh chnh
Chi ph d tr
Chi ph khuyn mi

BUS600-Marketing

31

Xc nh th trng mc tiu

IeMBA

Nhn t cn xem xt thm

}

S la chn th trng mc tiu theo quan

im o c
Siu phn on

K hoch xm chim tng khc th trng

06/11/2005

BUS600-Marketing

32

K hoch xm chin tng khc th trng

IeMBA

Nhm khch hng

Hng khng

ng st

Xe ti

My
tnh ln
Loi
sn
phm

My
tnh va
My
tnh c
nhn
Cng ty A

06/11/2005

Cng ty B

BUS600-Marketing

Cng ty C

33

IeMBA

Cc chin lc p dng tip cn

th trng mc tiu
Marketing khng phn bit

Marketing hn hp

Th trng

Marketing phn bit

Marketing hn hp 1
Marketing hn hp 2
Marketing hn hp 3

on th trng 1
on th trng 2
on th trng 3

Marketing tp trung

on th trng 1
on th trng 2
on th trng 3

Marketing hn hp
06/11/2005

BUS600-Marketing

34