Dr.

Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

I/ Cc chin lc p ng th trng mc tiu

a) Marketing phn bit
_ Hot ng trong nhiu khc th trng
_ u:
+ Mang li doanh s cao
+ Marketing trn tng khc th trng, gim thiu nguy c b cnh
tranh.
_ Nhc: Tn thm nhiu chi ph marketing, chi ph sn xut
b) Marketing khng phn bit
_ nh hnh 1 sn phm v 1 chng trnh marketing hng ti i a s
khch mua
_ u: Tit kim chi ph
_ Nhc:
+ Kh khn khi hon cnh kinh doanh thay i
+ Nhu cu th trng a dng, DN kh lng p ng c nhu cu
ca ng o khch hng
+ B qua th trng nh d dn ti nguy c tim n cho cc i th
cnh tranh.
c) Marketing tp trung
_ DN nhm vo mt th trng no ph hp vi tim lc ca mnh
_ u:
+ p ng tt nhu cu ca th trng
+ Thc hin chuyn mn ha cao
_ Nhc: ri ro ln nu c bin ng v nhu cu th trng

II/ 5 Quan im Marketing

HNG
MARKETING
Sn xut

Tp trung

c trng v mc ch

Ch to

Tng sn lng
Kim sot v gim chi ph
Thu li nhun qua bn

Trng i hc Lao ng X hi (C s 2)

Dr.Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

Sn phm

Hng ha

Bn hng

Bn ~ sn phm sn xut
Yu cu ca ngi bn

Marketing

Xc nh ~ mong mun ca khch

hng
Yu cu ca ngi mua

X hi

Li ch cng ng
Yu cu ca ngi mua

hng
Ch trng cht lng
Ci tin sn phm, nng
cao cht lng
To li nhun qua bn
hng
Xc tin v bn hng tch
cc
Li nhun thu nh quay
vng vn nhanh, mc bn
cao
Mkt lin kt cc hot
ng
nh r nhu cu trc khi
sn xut
Li nhun thu nh s tha
mn v trung thnh ca
khch hng
Cn i gia tha mn
khch hng, li nhun
cng ty, li ch lu di ca
x hi

III/ Trnh by quy trnh ra quyt nh mua ca ngi tiu dng

Bc 1: Nhn thc vn
_ Ngi tiu dng nhn ra rng h ang c nhu cu v mong mun cha
c p ng. S nhn thc ny xut hin t cc yu t bn trong v bn ngoi.

Trng i hc Lao ng X hi (C s 2)

Dr.Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

Bc 2: Tm kim thng tin

_ Thng tin v sn phm theo nhu cu ca ngi tiu dng s c thu thp
v lit k trong danh sch cc la chn, bao gm sn phm, nhn hiu, cng ty,..
Bc 3: nh gi cc la chn
_ c nhng thng tin cn thit, ngi tiu dng s tin hnh nh gi
cc sn phm da trn thuc tnh c bn ca n. Sn phm c chn l sn phm
c thuc tnh ni tri theo nh gi ca ngi tiu dng
Bc 4: Quyt nh mua
_ Sau khi chn c sn phm ph hp nht, ngi tiu dng s ra quyt
nh mua. 3 yu t nh hng ti quyt nh mua:
+ S thun li, danh ting ca ca hng
+ Hnh thc thanh ton
+ Tnh sn c ca mn hng
Bc 5: Hnh vi sau khi mua
_ Ngi tiu dng c th hi lng, hoc khng, i vi sn phm. Nu sn
phm p ng mt cch tt nht k vng ca ngi tiu dng th s dn n hnh
ng mua lp li v gii thiu cho ngi khc bit v sn phm .

IV/ Trnh by tin trnh pht trin sn phm mi

Bc 1: Tm ra tng mi
_ Tm ra tng mi cng nhiu cng tt, s dng nhiu phng php, ph
bin nht l phng php ng no do Osborn ra

Trng i hc Lao ng X hi (C s 2)

Dr.Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

Bc 2: Chc lc v nh gi tng mi
_ Loi b tng km trnh tn km chi ph
_ M t c im sn phm mi, th trng mc tiu, c lng quy m th
trng, gi c sn phm, chi ph v thi gian phc hi vn
Bc 3: Pht trin v th nghim khi nim
_ Khi qut cc c im sn phm thnh khi nim sn phm bng nhng
ngn t d hiu, thu ht.
_ a nhng khi nim sn phm ra th nghim nhm khch hng m
cng ty ang mun hng n bng cc cu hi iu tra.
Bc 4: Hoch nh chin lc Marketing
_ Phn 1: M t quy m, c cu, hnh vi ca th trng mc tiu
_ Phn 2: D kin gi bn, chin lc phn phi v kinh ph marketing cho
nm u tin
_ Phn 3: Trnh by ch tiu mc tiu th, li nhun lu di v chin lng
marketing mix theo thi gian
Bc 5: Phn tch v mt kinh doanh
_ Sau khi xem xt khi nim sn phm, chin lng marketing, DN c th
nh gi mc hp dn v mt kinh doanh ca sn phm mi, xem xt cc d on
v doanh s, chi ph, tin li,vv.
Bc 6: Pht trin sn phm
_ Nu khi nim sn phm qua phn tch v mt kinh doanh tha mn c
cc mc tiu ca doanh nghip th s c chuyn n b phn nghin cu v pht
trin pht trin thnh sn phm vt cht.
Bc 7: Th nghim trn th trng
_ Th nghim trn th trng cho php thu c thng tin gi tr v ngi
tiu dng, i l, hiu qu marketing, tim nng ca th trng DN chun b
tung sn phm.
Trng i hc Lao ng X hi (C s 2)

Dr.Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

Bc 8: Thng mi ha sn phm
_ Chon thi im tung sn phm ra th trng c li hn
_ Chn khu vc tung sn phm ra th trng
_ Xc nh khch hng trin vng ca th trng mc tiu
_ Cch thc gii thiu sn phm c hiu qu khi tung chng ra th trng
V/ Trnh by cc chin lc phn phi sn phm
Chin lc phn phi rng ri
_ Dnh cho cc nh sn xut hng tiu dng v cc loi nguyn liu c th
tr tng i lu nh thuc l, bt git, st thpTr cng nhiu cng tt
Chin lc phn phi chn lc
_ Dnh cho cc loi hng ha c gi tr cao, khch hng thng suy ngh
tnh ton nhiu mi mua. Nhm ginh c th phn cn thit, tit kim chi ph
Chin lc phn phi c quyn
_ Tuyt i khng bn hng ca i th cnh tranh. Nhm cao hnh nh
sn phm ring ca DN

VI/ Phn tch cc giai on trong chu k sng ca sn phm v cho bit chnh
sch marketing tng ng vi tng giai on

c im giai on

Giai on m
u
Khi lng hng
bn tng chm

Sn phm Kim tra cht

Marketin
lng sn phm,

Giai on tng
trng
Khi lng
hng bn tng
nhanh
Sn xut hng
lot, a dng

Giai on
trng thnh
Khi lng
hng bn tng
chm li
Phn bit ha
sn phm nhm

Trng i hc Lao ng X hi (C s 2)

Giai on Suy
thoi
Khi lng
hng bn gim
xung
Gim bt cc
mt hng ko

Dr.Jack Sparrow

g
Mix
Gi

Trng i hc Lao ng X hi (C s 2)

thng mi ha
sn phm
Chin lc gi
ht vng, thm
nhp, khu vc, h
gi

ha sn phm,
ci tin k thut
Xu hng gim
gi nhm m
rng th trng

Phn phi Phn phi c gii Phn phi m

hn
rng
Xc tin

To s hiu bit
v sn phm,
khuyn khch tiu
dng

S dng mnh
nhng phng
tin thng tin
i chng

p ng khc
th trng
Xu hng hnh
thnh lin kt
ngm/cng khai
gia cc ng`
bn
Tip tc phn
phi m rng
Tng cng
thuyt phc,
khuyn mi,
qung co

cn hiu qu
Gim gi, i
khi phi tng
b chi ph tng
do sn xut
gim
Chn lc v
chuyn mn
ha
Gim thiu cc
chi ph

VII/ Trnh by cc phng php nh gi sn phm

Yu t nh gi
_ Gi thp thu ht khch, nhng ko th c li nhun
_ Gi cao c li nhun nhng ko th c s cu
_ Gi ca i th cnh tranh
_ Tng chi ph
_ Cht lng v kiu dng sn phm
_ S cm nhn ca khch hng
Cc phng php nh gi
_nh gi da vo chi ph
+ y l phng php n gin nht, nh gi hng vo mc tiu chi
ph v li nhun ca DN v cng thm mc li d kin vo chi ph sn phm.
+ Phng php ny mang tnh ch quan, b qua s cu v cnh tranh th trng

Trng i hc Lao ng X hi (C s 2)

Dr.Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

_nh gi da theo ngi mua

+ DN nh gi da trn gi tr c ngi mua cm nhn t sn phm.
Xem s cm nhn l gi tr, ch khng da trn chi ph ca ngi bn.
+ Phi xy dng gi tr c cm nhn trong tm tr ngi mua
_nh gi da vo cnh tranh
nh gi theo thi gi
+ DN nh gi da vo gi ca i th cnh tranh ch khng da
vo chi ph, s cu ca mnh. C th cao hn, thp hn hoc bng
gi ca i th
+ c p dng ph bin trong trng hp co gin ca cu o
lng c
nh gi u thu kn
+ nh gi s dng trong u thu kn.
+ DN nh gi da vo gi ca i th cnh tranh ch khng da
vo chi ph, s cu ca mnh.
+ Mun ginh c hp ng, phi nh gi Thp hn

VIII/ Trnh by cc chin lc gi, nh gi sn phm mi, thay i gi

Chin lc nh gi sn phm mi
nh gi thm nhp th trng
_nh gi sn phm tng i thp thu ht 1 lng khch
ln, t c 1 th phn ln
_ iu kin nh gi thp
+ Th trng rt nhy cm vi gi
+ Chi ph gim cng vi mc kinh nghim sn xut tch ly
+ Mc gi thp khng thu ht cnh tranh

Trng i hc Lao ng X hi (C s 2)

Dr.Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

nh gi nhm cht lc th trng

_ nh gi cao, ht vng ngay t u cho sn phm mi chp th
trng. Khi lng tiu th chm li th mi h gi xung.
_ iu kin nh gi cao:
+ Lng ngi mua c mc cu cao
+ Chi ph cho mi n v sn phm sn xut vi khi lng nh
khng qu cao
+ Gi ban u cao nhng khng thu ht i th cnh tranh
+ Gi cao gy n tng v hnh nh sn phm ho hng
Chin lc thay i gi
Ch ng gim gi
_ Do kh nng tiu th khng cao, th phn ang suy gim
_ Do mun khng ch th trng
_ i ph vi i th cnh tranh
_ Nh my cha hot ng ht cng sut
Ch ng tng gi
_ Chi ph tng lin tc 1 cch ton cu
_ Lng cu qu ln.
Phn ng ca ngi mua i vi chin lc thay i gi
_ Ty theo nhn thc mi ngi m c nhng thi khc nhau
_ Mua thm nhiu hn trnh s tng gi v sau
_ Chuyn sang mua sn phm cng loi khc
Phn ng ca i th cnh tranh
_ a dng trc s thay i gi c
_ Ph thuc vo nhiu yu t nh s lng DN, quy m DN, c
im sn phm, thng tin khch hng,..vv..
i ph vi s thay i gi ca i th
_ Ti sao i th thay i gi ?
_ Thay i gi tm thi hay vnh vin

Trng i hc Lao ng X hi (C s 2)

Dr.Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

_ Th phn v li nhun DN mnh b nh hng ra sao nu khng

phn ng ?
_ Cc i th khc phn ng nh th no ?
IX/ Phn tch m hnh truyn thng Marketing

-Ngi gi: l bn gi thng ip cho bn cn li (cn c gi l ngun

truyn thng).
-M ha: l tin trnh chuyn tng thnh cc biu tng.
-Thng ip: Tp hp cc biu tng m bn gi truyn i.
-Phng tin truyn thng: gm cc knh truyn thng qua thng ip
truyn i t ngi gi n ngi nhn.
-Gii m: l tin trnh ngi nhn quy ngha cho cc biu tng do ngi
gi truyn n.
-Ngi nhn: l bn nhn thng ip do bn kia gi n.
-Phn hi: l mt phn s p ng ca ngi nhn c thng tin tr li
cho ngi gi.
-Ting n: l nhng yu t lm sai lch thng tin trong qu trnh truyn
thng, dn n kt qu l ngi nhn nhn c mt thng ip khng ging thng
ip c gi i.
Trng i hc Lao ng X hi (C s 2)

Dr.Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

X/ Trnh by cp sn phm, phn loi hng ha

Cc cp ca sn phm
1) Sn phm ct li:
l phn th hin li ch hoc dch v c th ca sn phm .
2) Sn phm c th:
l dng c bn ca sn phm , bao gm 5 yu t: c im, nhn hiu, bao b,
cht lng, kiu dng ca sn phm.
3) Sn phm gia tng:
bao gm nhng dch v v li ch ph thm phn bit vi sn phm ca cc i
th cnh tranh.
4) Sn phm tim nng:
l nhng sng to vt ra khi cung cch cnh tranh thng thng, n vch ra
tng lai mi cho s pht trin ca sn phm

Phn loi hng ha

1) Theo mc ch s dng ca ngi mua hng:
+ Hng tiu dng l nhng mt hng tha mn nhu cu c nhn hay gia
nh.
+ Hng t liu sn xut l nhng mt hng phc v cho sn xut v ch
bin ca cc doanh nghip.
2) Theo thi gian s dng:
+ Hng bn: l nhng hng ha thng c s dng rt nhiu ln

Trng i hc Lao ng X hi (C s 2)

Dr.Jack Sparrow

Trng i hc Lao ng X hi (C s 2)

+ Hng khng bn: l nhng hng ha thng ch qua c mt ln hay vi

ln s dng
3) Theo c im cu to sn phm:
+ Sn phm hu hnh: l sn phm m ngi ta c th thy, nm, s, nghe
hoc ngi c trc khi mua
+ Dch v: l nhng hot ng, ch li hay nhng cch tha mn nhu cu
khc c a ra v cho bn.
4) Theo tnh phc tp ca sn phm:
+ Hng n gin: l nhng hng ha khng a dng nh mt s mt hng
nng sn phm.
+ Hng phc tp: l nhng hng ha c nhiu chng loi, kiu, c, mu
sc khc nhau nh nhng mt hng cng ngh phm

~End~

Trng i hc Lao ng X hi (C s 2)