NGHIN CU V LA CHN TH TRNG MC TIU

1. 2. 3.

o lng v d bo nhu cu ca th trng Phn khc th trng Xc nh th trng mc tiu

Tm tt Ngi bn c th p dng ba cch tip cn th trng. Marketing i tr l quyt nh sn xut i tr cng phn phi i tr mt sn phm v mu tnh thu ht tt c cc loi ngi mua. Marketing sn phm a dng nhm cung ng loi sn phm cho c s khch hng rng ln. Xc nh th trng mc tiu l quyt nh phn bit cc nhm khc nhau to nn th trng v pht trin nhng sn phm v Marketing mix tng ng cho tng th trng mc tiu. Ngy nay ngi bn ang b dn Marketing i tr v to c im khc bit cho sn phm v chuyn sang Marketing theo mc tiu, bi v cch mi ny c ch hn trong vic pht trin cc c hi ca th trng, pht trin nhng sn phm v Marketing mix m bo thng li. Nhng bc then cht trong vic Marketing theo mc tiu l phn khc th trng, la chn th trng mc tiu v nh v sn phm. Trc ht chng ta xem xt mt s vn c bn v o lng v d bo nhu cu th trng. Sau chng ta s tp trung vo phn on th trng v la chn th trng mc tiu. 1. o lng v d bo nhu cu ca th trng Cc nh qun tr ca cng ty thng ni n d bo, c tnh, d on, ch tiu tiu th v hn mc. Trong s ny c nhiu thut ng khng cn thit. Nhng khi nim ch yu trong vic o lng nhu cu l nhu cu ca th trng v nhu cu cng ty. Trong phm vi tng khi nim, ta phn bit gia hm nhu cu, d bo v tim nng. Nhu cu ca th trng Khi nh gi cc c hi Marketing bc u tin l c tnh tng nhu cu ca th trng. Tuy nhin khng phi l mt khi nim n gin v ta s thy r qua nh ngha sau:

+ Nhu cu ca th trng i vi mt sn phm l tng khi lng sn phm m nhm khch hng nht nh s mua ti mt a bn nht nh v trong mt thi k nht nh vi mt mi trng Marketing nht nh v chng trnh Marketing nht nh. D bo th trng Ch c mt mc chi ph Marketing ngnh trn thc t. Nhu cu ca th trng tng ng vi mc gi l d bo th trng. Tim nng ca th trng D bo th trng th hin nhu cu d kin ca th trng, ch khng phi nhu cu cc i ca th trng. Sau ny ta s phi hnh dung c mc nhu cu ca th trng i vi mc chi ph Marketing ngnh rt "cao", khi m vic tip tc tng cng hn na n lc Marketing s c tc dng kch thch nh i vi nhu cu. Tim nng ca th trng l gii hn tim cn ca nhu cu ca th trng khi chi ph Marketing ngnh tin n v hn, trong mt mi trng nht nh. Nhu cu cng ty By gi ta sn sng nh ngha nhu cu cng ty. Nhu cu cng ty l phn nhu cu ca th trng thuc v cng ty. Qi = SiQ (7-1) Trong : Qi = nhu cu ca cng ty i Si = th phn ca cng ty i Q = tng nhu cu ca th trng Phn nhu cu ca th trng thuc v cng ty ph thuc vo ch cc sn phm, dch v gi c, thng tin ca cng ty c nhn thc nh th no so vi cc i th cnh tranh. Nu tt c nhng yu t khc u nh nhau th th phn ca cng ty s ph thuc vo quy m v hiu qu ca cc chi ph Marketing ca cng ty so vi cc i th cnh tranh. Nhng ngi xy dng m hnh Marketing pht trin v o lng hm mc tiu th p ng th hin mc tiu th ca cng ty chu tc ng nh th no ca mc chi ph Marketing, Marketing-mix v hiu qu ca Marketing.

D bo ca cng ty Nhu cu cng ty m t mc tiu th d kin ca mnh ng vi cc khc nhau ca n lc Marketing. Ban lnh o ch cn phi la chn mt trong nhng mc . Mc n lc Marketing c chn s to ra mc tiu th d kin, gi l d bo mc tiu th ca cng ty. + D bo mc tiu th ca cng ty l mc tiu th cng ty d kin cn c vo k hoch Marketing c chn v mi trng Marketing gi nh. Mi quan h nhn qu gia d bo v k hoch Marketing ca cng ty rt hay b ri lon. Ngi ta thng nghe ni rng cng ty cn xy dng k hoch Marketing ca mnh trn c s d bo mc tiu th ca cng ty. Chui d bo k hoch ch ng khi d bo c ngha l mt c tnh v hot ng kinh t ca quc gia hay khi nhu cu ca cng ty l khng th m rng c. Tuy nhin, chui s khng cn ng khi nhu cu ca th trng l c th m rng c hay khi d bo c ngha l c tnh mc tiu th ca cng ty. D bo mc tiu th ca cng ty khng to c s quyt nh phi chi ph bao nhiu cho Marketing, nhng hon ton ngc li, d bo mc tiu th l kt qu ca mt k hoch chi tiu cho Marketing. + Hn mc tiu th l ch tiu th ra cho mt chng loi sn phm, mt chi nhnh ca cng ty hay i din bn hng. N ch yu l mt cng c qun tr xc nh v kch thch n lc tiu th. Ban lnh o ra cc hn mc tiu th trn c s d bo ca cng ty v tm l ca vic kch thch t cho c ch tiu . Ni chung, hn mc tiu th c ra hi cao hn mc tiu th c tnh cho lc lng bn hng phi c gng. + Ngn sch bn hng l con s tnh thn trng khi lng tiu th d kin v c s dng ch yu thng qua nhng quyt nh cung ng hin ti, sn xut v lu kim. Ngn sch bn hng phi tnh n d bo tiu th v nhu cu trnh ri ro qu mc. Ngn sch bn hng ni chung c ra hi thp hn so vi d bo mc tiu th. Tim nng ca cng ty Tim nng tiu th ca cng ty l gii hn tim cn ca nhu cu cng ty khi n lc Marketing tng ln tng i vi cc i th cnh tranh. ng nhin, gii hn tuyt i ca nhu cu cng ty l tim nng ca th trng. Hai i lng ny bng

nhau khi cng ty ginh c 100% th trng. Trong hu ht cc trng hp tim nng tiu th ca cng ty nh hn tim nng ca th trng, cho d chi ph Marketing ca cng ty c tng ln ng k so vi cc i th cnh tranh. L do l, mi i th cnh tranh u c mt s ngi mua trung thnh ch ct m nhng n lc ca cc cng ty khc rt kh c th bt h ra khi cng ty c. nh gi nhu cu hin ti By gi ta sn sng nghin cu nhng phng php thc t c tnh nhu cu hin ti ca th trng. Nhng ngi ph trch Marketing s cn c tnh tng tim nng ca th trng, tim nng th trng khu vc, tng mc tiu th ca ngnh v cc th phn. Tng tim nng ca th trng Tng tim nng ca th trng l s lng tiu th cc i m tt c cc cng ty c th c c trong mt ngnh v trong mt thi k nht nh, vi mt mc n lc Marketing ca ngnh nh v mi trng nht nh. Cch c tnh ph bin l nh sau: Q = nqp (7.2) Trong Q = tng tim nng ca th trng n = s ngi mua i vi mt sn phm/th trng nht nh vi nhng gi thit nht nh q = s lng m mt ngi mua trung bnh mua p = gi ca mt n v trung bnh Tng hp kin ca lc lng bn hng Trong trng hp khng c iu kin phng vn ngi mua cng ty s yu cu cc i din bn hng ca mnh c tnh. Mi i din bn hng c tnh xem mi khch hng hin c v trin vng s mua bao nhiu sn phmr ca cng ty theo tng chng loi. C mt vi cng ty s dng nhng con s c tnh t lc lng bn hng ca mnh lun m khng cn i chnh g. Cc i din bn hng c th l

ngi bi quan hay lc quan, hay h c th nhy t thi cc ny sang thi cc khc, bi v h va mi tht bi hay thnh cng trong vic bn hng. Hn na, h thng khng nm c nhng pht trin kinh t ln hn v khng bit nhng k hoch Marketing ca cng ty s nh hng nh th no n mc tiu th tng lai trn a bn ca mnh. H c th c c tnh thp nhu cu cng ty s ra hn mc tiu th thp hay h c th thiu thi gian chun b cn thn vic c tnh hoc c th xem l vic khng ng tm. Cng ty c th c s h tr nht nh hay khen thng khuyn khch lc lng bn hng c tnh chnh xc hn. Cc i din bn hng c th c cung cp nhng s liu d bo trc y ca h so vi mc tiu th thc t ca mnh cng nh ti liu thuyt minh v nhng gi thit ca cng ty i vi kt qu kinh doanh, hnh vi ca i th cnh tranh, cc k hoch Marketing, v.v Vic lc lng bn hng tham gia d bo c th c mt s ch li. Cc i din bn hng c th hiu r hn nhng xu hng pht trin so vi mt nhm bt k no. Thng qua vic tham gia vo qu trnh d bo, cc i din bn hng c th tin tng hn vo cc hn mc tiu th ca mnh v s c gng hn hon thnh hn mc. Cch lm d bo t c s cng cn cho ta nhng c tnh chi tit i vi tng sn phm, a bn, khch hng v tng i din bn hng. kin chuyn gia Cc cng ty cng c c nhng d bo do cc chuyn gia thc hin. Cc chuyn gia y bao gm cc i l, nhng ngi phn phi, nhng ngi cung ng, cc c vn Marketing v cc hip hi thng mi. Chng hn nh, cc cng ty t nh k tin hnh thm d cc i l ca mnh v d bo ca h i vi sc cu ngn hn. Tuy nhin, nhng c tnh ca i l cng c nhng mt mnh v mt yu nh nhng c tnh ca lc lng bn hng. Nhiu cng ty mua nhng d bo kinh t v ngnh ca nhng cng ty d bo kinh t ni ting, nh Data Resources, Wharton Econometric v Chase Econometric. Nhng cng ty chuyn d bo ny c kh nng chun b nhng d bo kinh t tt hn so vi cng ty, v h c nhiu d liu hn v c kinh nghim d bo hn. i khi, cc cng ty cng mi mt nhm chuyn gia lm d bo. Nhng chuyn gia trao i vi nhau v cc quan im v a ra kt qu c tnh chung ca nhm (phng php bn bc tp th). Hay h cng c th a ra nhng c tnh ca tng c nhn ri sau ngi phn tch s tng hp chng li thnh mt kt qu c tnh (ng gp cc c tnh c nhn). H cng c th a ra nhng c tnh

c nhn v nhng gi thit cng ty r sot, sa li ri sau li tip tc nhng vng c tnh sau (phng php Delphi). Phng php th nghim th trng Trong trng hp ngi mua khng d tnh vic mua sm ca mnh mt cch thn trng hay cc chuyn gia khng c hay khng ng tin cy, th nn tin hnh th nghim trc tip trn th trng. Cch th nghim trc tip trn th trng c bit thch hp vi trng hp d bo mc tiu th sn phm mi hay mc tiu th sn phm c trong knh phn phi mi hay ti a bn mi. Phn tch chui thi gian Nhiu cng ty chun b d bo ca mnh cn c vo mc tiu th trong qu kh. Mc tiu th qu kh (Q) c phn tch thnh bn thnh phn ch yu. Thnh phn th nht, xu hng (T), l kt qu ca nhng pht trin c bn v dn s, hnh thnh vn v cng ngh. N c xc nh bng cch dng mt ng thng hay ng cong qua cc mc tiu th qu kh. Thnh phn th hai, chu k (C), th hin chuyn ng sng ca cc mc tiu th. Nhiu mc tiu th chu tc ng ca nhng dao ng trong hot ng kinh t chung c xu hng mang tnh cht chu k. Thnh phn chu k c th c ch khi d bo trung hn. Thnh phn th ba, thi v (S), ni n kiu bin ng nht qun ca mc tiu th trong mt nm. T thi v y m t theo ngha rng mi dng bin ng mc tiu th lp i lp li tng gi, tng tun, tng thng hay tng qu. Thnh phn thi v c th lin quan n cc yu t thi tit, ngy ngh v tp qun mua sm. Dng thi v cho ta mc chun d bo mc tiu th ngn hn. Thnh phn th t, nhng s kin tht thng (E) , bao gm nh cng, bo lt, th hiu nht thi, bo lon, ha hon, nguy c chin tranh v nhng ri lon khc. Nhng thnh phn bt thng ny khng th d on c v cn loi b khi nhng s liu qu kh thy r c dng iu bnh thng ca mc tiu th. Phn tch thng k nhu cu Phn tch chui thi gian xem cc mc tiu th qu kh v tng li l hm ca thi gian ch khng phi l ca nhng yu t thc t ca nhu cu. Song c v s cc yu t thc t tc ng n mc tiu th ca bt k sn phm no. Phn tch thng k nhu cu l mt s bin php thng k nhm pht hin ra nhng yu t thc t quan trng nht c tc ng n mc tiu th v nh hng tng i ca chng. Nhng yu t thng c phn tch nhiu nht l gi c, thu thp, dn s v khuyn mi.

Phn tch thng k nhu cu gm vic biu din mc tiu th (Q) nh mt bin ph thuc v c gng gii thch mc tiu th nh mt hm ca mt s bin c lp cu nhu cu (X1, X2, , Xn); ngha l: Q = f(X1, X2, , Xn) S dng cch phn tch hi quy bi c th bin i cc dng phng trnh khc nhau cho ph hp v mt thng k vi nhng s liu trong khi tm kim nhng bin v phng trnh d bo tt nht. Nhng nh qun tr Marketing cn c tnh nhu cu hin ti v nhu cu tng lai. Nhng php o nh lng l rt quan trng i vi vic phn tch c hi ca th trng, hoch nh chng trnh Marketing v kim sot n lc Marketing. Cng ty thng chun b mt vi kiu c tnh nhu cu, khc nhau v mc ghp sn phm, quy m thi gian v quy m khng gian. 2. Phn khc th trng Cc th trng gm nhng ngi mua u khc nhau v mt hay nhiu mt. H c th khc nhau v mong mun, sc mua, a im, thi mua sm v cch thc mua sm. Trong s nhng bin ny, bin no cng c th dng phn khc th trng. Quan im chung v phn khc th trng Gi s mt th trng gm su ngi mua. Mi ngi mua u c th l mt th trng ring, bi v h c nhng nhu cu v mong mun c o. Ngi bn c th thit k sn phm v/hay chng trnh Marketing ring cho tng ngi mua. V d, hng sn xut Boeing ch to nhng chic my bay cho mt s hu hn khch hng mua my bay v m bo sn phm ca mnh theo ca tng khch hng. l mc phn khc th trng tt nh v c gi l Marketing theo khch hng. Hu ht nhng ngi bn u khng thy rng vic chiu theo khch khi bn sn phm ca mnh cho tng ngi mua l c li. Thay v nh vy, h pht hin nhng nhm ngi mua c nhng yu cu v sn phm v/hay phn ng Marketing khc bit. Mt khc, ngi bn c th pht hin thy gia nhng ngi mua tr v gi c nhng nhu cu rt khc nhau. Cch phn khc th trng theo nhm tui cho ta hai khc th trng, mi khc c ba ngi mua.

Th trng, khc th trng v nhm nh th trng Thc t cho thy rng mi th trng u c th c phn ra thnh cc khc th trng, cc nhm nh th trng v cui cng l tng c nhn. Khc th trng l nhng nhm ln c th nhn bit c trong mt th trng, chng hn nh nhng ngi mua t c phng tin i li, nhng ngi mua t mun c nhng tnh nng tt, nhng ngi mua t mun m bo an ton. Nhm nh th trng l mt nhm nh hp hn c th tm kim mt s nhng ch li c bit. v ngi bn chia th trng l mt nhm nh hp hn c th tm kim mt s nhng ch li c bt. V ngi bn chia th trng nh hn na bng cch a thm vo nhng c im xc nh chi tit hn. Nn cc khc th trng c xu hng phn thnh mt s nhm nh th trng. Cc khc th trng thng thu ht mt s i th cnh tranh, trong khi nhm nh th trng ch thu ht mt hay mt vi i th cnh tranh. Nhng ngi lm Marketing trn nhm nh, th trng chc chn hiu c nhng nhu cu ca nhm nh th trn n mc l cc khch hng ca h sn sng tr gi cao hn. V d Porsche bn c xe ca mnh vi gi cao, bi v nhng ngi mua trung thnh ca Cng ty cm thy rng khng c cng ty t no khc m bo c y mong mun ca khch hng trong sn phm v dch v n mc nh vy. Mt nhm nh th trng hp dn c th c nhng c im sau: Cc khch hng trong mt nhm nh th trng c mt s nhu cu ring bit v c phn phc tp: h sn sng tr gi cao hn cho Cng ty no tho mn tt nht nhng nhu cu ca h: ngi lm Marketing ti nhm nh th trng cn chuyn mn ho hot ng ca mnh th mi c th thnh cng cc i th cnh tranh khng d g tn cng c ngi dn u nhm nh th trng. Nhng cng ty nng ng ang chuyn nhanh qua Marketing nhm nh th trng. By gi Cng ty Marriott c nhiu loi khch sn nh Mariott hotel. Marriott Suite hotel, Residence inns Courtyard by Marriott v Fairfield inns, mi khch sn nhm phc v mt nhm khc hng khc nhau. American express khng ch bn nhng th xanh, m cn bn c th vng th cng ty v c th bch kim phc v cho nhm khch hng khc nhau. Nike sn xut cc loi giy th thao khc nhau cho nhng hot ng th thao, nh nhy, i b, chi bng r, chi qun vt v cn phn nh hn na. Mt gim c Cng ty nhn xt: "S khng c nhng th trng cho nhng sn phm m mi ngi u thch mt cht, m ch c th trng cho nhng sn phm m mt ngi no thch tht nhiu". Mt gim c Cng ty ho cht d

on rng trong tng lai Cng ty ho cht chin thng s l Cng ty no c th pht hin c nhng nhm nh th trng v chuyn mn ho nhng ho cht ca mnh phc v cc nhu cu ca tng nhm nh th trng. Theo Linneman v Stanton, nhng ngi khai thc nhm nh th trng s tm c kho bu v cc Cng ty s phi hng vo nhm nh th trng hay tr thnh nhm nh th trng. Cc kiu phn khc th trng Trc y ta phn khc th trng theo thu nhp v tui tc, v kt qu thu c nhng khc th trng a l nhn khu khc nhau. Gi s, v vy ta ngh ngi mua cho bit h mong mun hai tnh cht ca sn phm n mc no (trong trng hp kem th gi d l kem v ngt). Mc ch l pht hin nhng khc th trng c s thch khc nhau. C th xy ra ba dng khc nhau. + S thch ng nht: Th hin mt th trng trong tt c ngi tiu dng u c s thch i loi nh nhau. Th trng ny khng th hin r cc khc t nhin. Ta c th d on rng nhng nhan hiu hin c u tng t nh nhau v cm li gia. + S thch phn tn: thi cc khc, s thch ca ngi tiu dng c th phn tn ri rc khp mi ni, chng t rng ngi tiu dng c nhng s thch khc nhau rt nhiu. Nhn hiu u tin tham d th trng c th chim v tr trung tm thu ht c nhiu ng nht. Nhn hiu trung tm s gim n mc ti thiu mc khng tho mn chung ca ngi tiu dng. i th cnh tranh th hai c th chim v tr k vi nhn hiu th nht v u tranh ginh th phn. Hay n c th chim v tr gc thu ht mt nhm ngi tiudng khng hi lng vi nhn hiu trung tm thu ht c nhiu ngi nht. Nhn hiu trung tm s gim n mc ti thiu mc khng tho mn chung ca ngi tiu dng. i th cnh tranh th hai c th chim v tr k vi nhn hiu th nht v u tranh ginh th phn. Hay n c th chim v tr gc thu ht mt nhm ngi tiu dng khng hi lng vi nhn hi trung tm. Nu trn th trng c mt s nhn th chng c th nm ri rc khp ni v th hin nhng s khc bit thc s khc nhau v s thch ca ngi tiu dng. + S thch cm li: Th trng c th c nhng cm s thch khc nhau, gi l nhng khc th trng t nhin. cng ty u tin trn th trng ny c ba cch chn. N c th chim v tr trung tm thu ht tt c cc nhm (Marketing khng phn bit). N c th chim v tr khc th trng ln nht (Marketing tp trung). N c th chim mt s nhn hiu, mi nhn hiu chim v tr mt khng th trng khc nhau (Marketing phn bit). R rng l nu Cng ty u tin ch pht

trin mt nhn hiu, th cc i th cnh tranh s nhy vo v tung ra nhng nhn hiu khc trn th trng khc th trng cn li. Quy trnh phn khc th trng Ta thy rng c th pht hin cc khc th trng v nhm nh th trng bng cch vn dng mt chui cc bin chia nh th trng. Sau y l mt minh ho: Mt hng hng khng quan tm n vic thu ht nhng ngi cha i my bay (bin phn khc th trng: Tnh trng ca ngi s dng). Nhng ngi cha i my bay, bao gm nhng ngi s i my bay, nhng ngi bng quan v nhng ngi mun i my bay (bin phn khc th trng: Thi ). Trong nhng ngi cm thy nn i my bay c nhng ngi thu nhp cao c th c tin i my bay (bin phn khc th trng: Thu nhp). Hng hng khng c th quyt nh chn mc tiu l nhng ngi c thu nhp cao, c thi ng h chuyn i my bay, nhng ch cha bay ln no. y ny sinh mt cu hi: C mt quy trnh chnh thc pht hin nhng khc th trng ch yu khng? C mt phng php ph bin m cc Cng ty nghin cu Marketing s dng. Quy trnh ny gm ba bc: 1. Giai on kho st: Nh nghin cu tin hnh phng vn thm d v tp trung vo cc nhm hiu su hn nhng ng c, thi v hnh vi ca ngi tiu dng, S dng nhng kt qu thu c, ngi nghin cu son tho mt mu phiu cu hi thu nhp nhng s liu v: + Nhng tnh cht v xp hng tm quan trng ca chng + Mc bit n nhn hiu v xp hng nhn hiu + Cc dng s dng sn phm + Thi i vi nhng loi sn phm + Nhng s liu v nhn khu hc, tm l v phng tin truyn thng a thch ca nhng ngi tr li. 2. Giai on phn tch:

Ngi nghin cu p dng cc cch phn tch yu t i vi cc s liu loi b nhng bin c lin quan cht ch. Sau ngi nghin cu s p dng cch phn tch cm to ra mt s nht nh nhng khc th trng khc nhau nhiu nht. 3. Thi xc nh c im: By gi mi cm c xc nh c im phn bit v thi , hnh vi, nhn khu hc, tm l v thi quen s dng phng tin truyn thng. Mi khc th trng c th c t tn da theo c im khc bit ni bt nht. Chng hn nh, khi nghin cu th trng ngh ngi Andreasen v Belk pht hin c su khc th trng: Ngh th ng nh, a thch hot ng th thao, tho mn cuc sng ni tm, tham gia hot ng vn ho, hot ng nh, hot ng x hi. H thy rng cc t chc biu din ngh thut c th bn c nhiu v nht khi nhm mc tiu vo nhm thch tham gia hot ng vn ho v nhng ngi thch hot ng x hi. Quy trnh phn khc th trng ny phi c lp li nh k, bi v cc khc th trng thay i. V d, Henry Ford khng nh rng ch c gi c l quan trng. V th m General Motors vt ford nh tung ra nhng nhn hiu xe nhm vo cc khc th trng thu nhp khc nhau. Sau Volkswagen v cc hng sn xut t Nht nhn thy tm quan trng ngy cng tng ca kch thc xe nh v tit kim nhin liu v l nhng tnh cht m ngi tiu dng la chn. Ri sau t lu na, ngi Nht nhn thy khc th trng nhng ngi mua xe cn cht lng v tin cy ngy cng pht trin. Rt hay c trng hp, Cng ty mi t ph c vo mt th trng n nh nh pht hin c nhng kh nng phn khc th trng mi ti th trng . Mt cch pht hin ra khc th trng mi l nghin cu th bc ca cc tnh cht m ngi tiu dng cn c vo la chn mt nhn hiu. Vo nhng nm 1960, hu ht nhng ngi mua xe u quyt nh trc tin l v hng sn xut ri sau mi n kiu xe ca hng . iu ny c th hin thnh th bc ca nhn hiu thnh hnh. Chng hn nh mt ngi mua c th chung xe ca hng General Motors v trong tp xe li thch xe Pontiac. Ngy nay, nhiu ngi mua quyt nh trc tin l nc sn xut xe m h mun mua. Chng hn nh ngy cng c nhiu ngi mua quyt nh trc tin l h mun mua xe Nht, ri sau mi c th ni n s thch cp th hai l Toyota, ri tip n s thch th ba l kiu xe Cresida ca Toyota. T rt ra mt bi hc l Cng ty phi theo di nhng thay i trong th bc cc tnh cht m ngi tiu dng sp xp v iu chnh theo nhng u tin lun thay i ca ngi tiu dng.

Th bc cc tnh cht cng th hin cc khc th trng khch hng. Nhng ngi mua quyt nh trc tin v gi thuc nhm chi phi, nhng ngi quyt nh trc tin v kiu xe (v d, xe th thao, xe ch khc, xe c khoang ) thuc nhm kiu xe chi phi, nhng ngi quyt nh trc tin v nhn hiu thuc nhm nhn hiu chi phi v.v... Ta c th tip tc v pht hin nhng ai l thuc nhm kiu/gi nhn hiu chi phi, theo th t hp thnh khc th trng khc; v.v... Mi khc c th c nhng c im khc bit v nhn khu hc, tm l v s thch i vi phng tin truyn thng. chnh l l do c tn l l thuyt chia ct th trng. C s phn khc th trng ngi tiu dng phn khc th trng ngi tiu dng ngi ta s dng nhng bin khc nhau. Nhng bin ny thuc hai nhm ln. Mt s ngi nghin cu c gng hnh thnh cc khc th trng, bng cch xem xt nhng c im ca ngi tiu dng. H s dng ph bin nhng c im nhn khu hc, a l v tm l. sau h nghin cu xem nhng nhm khch hng c nhng nhu cu hay phn ng vi sn phm khc nhau khng. V d, h c th nghin cu v nhng thi khc nhau ca ngi hnh ngh chuyn nghip, nhng cng nhn c xanh v nhng nhm ngi khc i vi s an ton chng hn vi tnh cch l mt ch li ca xe t. C nhng ngi nghin cu li c gng hnh thnh cc khc th trng bng cch xem xt phn ng ca ngi tiu dng i vi nhng ch li tm kim, nhng dp s dng hay nhn hiu. Sau khi hnh thnh cc khc th trng, ngi nghin cu xem xt xem nhng c im khc nhau ca ngi tiu dng c gn lin vi tng khc th trng theo phn ng ca ngi tiu dng. v d, ngi nghin cu c th nghin cu xem nhng ngi mun cht lng v nhng ngi mun gi thp, khi mua t c khc nhau v cc c im a l, nhn khu v tm l khng. Phn khc th trng theo yu t a l Phn tch th trng theo yu t a l i hi phi chia th trng thnh nhng n v a l khc nhau nh quc gia, bang, vng, tnh, thnh ph, hay x. Cng ty c th quyt nh hot ng trong mt hay mt vi vng a l hay hot ng trong tt c cc vng, nhng ch n nhng s khc bit v cc nhu cu v s thch ca tng vng a l. Mt s cng ty cn chia nhng thnh ph ln thnh nhng a bn nh hn: Phn khc th trng yu t nhn khu hc Phn khc th trng theo yu t nhn khu hc l phn chia th trng thnh nhng nhm trn c s nhng bin nhn khu hc nh tui tc, gii tnh, quy m gia

nh, chu k sng ca gia nh, thu nhp, ngh nghip, hc vn, tn gio, chng tc v dn tc. Cc bin nhn khu hc l c s ph bin nht phn bit cc nhm khch hng. L do th nht l nhng mong mun, s thch v mc s dng ca ngi tiu dng thng gn b cht ch vi cc bin nhn khu hc. Th hai l cc bin nhn khu hc d o lng hn hu ht cc bin khc. Ngay c khi th trng mc tiu c xem xt khng phi theo yu t nhn khu hc (chng hn nh theo kiu nhn cch) th vn cn thit phi suy tr li cc c im nhn khu hc bit quy m ca th trng mc tiu, phng tin truyn thng tip cn n c hiu qu. Tui tc tr thnh mt du hiu d bo ti v thi gian xy ra nhng s kin trong cuc i cng nh l mt du hiu d bo ti v sc kho, cng v cng tc, tnh trng gia nh ca mt ngi v v vy cng d bo ti v s quan tm, ngh nghip v nhu cu ca mt ngi. Ta c nhng hnh nh a dng v nhng ngi cng mt la tui; c ng gi 70 tui ngi trn xe ln v cng c ng gi 70 tui trn sn qun vt. Tng t nh vy, c nhng ngi mi 35 tui a con vo trng i hc v cng c nhng ngi 35 tui i mua sm nhng chm sc tr s sinh, v th m nhng ngi ln chc ng b nm trong khong la tui t 35 n 75 tui. Gii tnh Vic phn khc th trng theo gii tnh c p dng t lu i vi qun o, dng chm sc tc, m phm v tp ch. i khi nhng ngi lm Marketing khc cng pht hin thy c c hi phn khc th trng theo gii tnh. Hay xt th trng thuc l, trong hu ht cc nhn hiu u c c nam ln n ht. Tuy nhin, ngy cng xut hin nhiu nhng nhn hiu dnh cho n gii, nh Eve v Virginia Slims, c to hng v thch hp, bao b v cc qung co u nhm tng thm v n tnh. Ngy nay khng th c chuyn nam gii ht thuc Eve cn n gii th li ht thuc Camels. Mt ngnh khc cng thy c kh nng phn khc th trng theo gii tnh l ngnh ch to t. Trc kia t c thit k ch yu thu ht nam gii. Tuy nhin, do ngy cng c nhiu ph n c xe ring mt s hng sn xut thit k nhng kiu xe nht nh thu ht n gii, mc d khng qung co chng t rng l xe dnh cho n gii. Thu nhp. Phn khc th trng theo thu nhp cng l mt thng l c t lu i vi nhng loi sn phm v dch v nh t, ca n, qun o, m phm v du lch. Tuy nhin, thu nhp khng phi bao gi cng d bo trc khch hng tt nht i vi

mt sn phm nht inh. Nhng cng nhn c xanh l nhng ngi mua Tivi mu u tin, v i vi h mua Ti vi cn r hn l i xem phim v nh hng. Coleman vch ra s khc bit gia nhng khc th trng "b thit thi v quyn li" v nhng khc th trng "c u i qu mc" ca tng tng lp x hi. Nhng ngi mua nhng chic xe kinh t nht khng phi l nhng ngi ngho tht s, m li l "nhng ngi ngh l mnh ngho so vi nhng kht vng ca mnh v nhng nhu cu v qun o, c v nh ca mt mc nht nh m h khng th tin mua, nu h mua mt chic xe t tin hn". Mt khc, nhng khc th trng c u i qu mc ca mi tng lp x hi li c khuynh hng mua nhng chic xe gi trung bnh v t tin. Phn khc th trng theo yu t tm l Trong cch phn khc th trng theo yu t tm l, ngi mua c chia thnh nhng nhm khc nhau cn c vo tng lp x hi, li sng hay nhn cch. Nhng ngi trong cng mt nhm nhn khu hc c th c nhng c im tm l rt khc nhau Tng lp x hi. Tng lp x hi c nh hng mnh m n s thch ca mt ngi v t, qun o, c trong nh, hot ng ngh ngi, thi quen c sch bo, cch la chn ngi bn l v.v.. Nhiu cng ty thit k sn phm v hay dch v cho nhng tng lp x hi nht nh. Li sng. Ta cng thy rng s quan tm n sn phm ca mi ngi chu nh hng ca li sng ca h. Trn thc t hng ho h tiu dng th hin r li sng ca h. Ngy cng c nhiu ngi lm Marketing phn khc th trng theo li sng ca ngi tiu dng. Volkswagen thit k t theo li sng. Xe cho nhng "cng dn tt" ch trng n kinh t, an ton v sinh thi, xe cho nhng ngi "chi xe" ch trng n cch ieu khin, tnh c ng v tnh th thao . Mt Cng ty nghin cu phn loi ngi mua t thnh su loi: "Ngi yu thch t", "ngi c quan im n ho", "ngi thch tin nghi", "ngi hoi nghi v t", "ngi buc phi li xe" v "ngi bi xch t".

Cc hng sn xut qun o ph n lm theo kin ca Du Pont v thit k cc kiu qun o khc nhau cho "ph n bnh thng", "ph n yu thch thi trang" v "ph n tng n ng". Cc cng ty thuc l pht trin nhng nhn hiu cho "ngi nghin thuc nng", "ngi ht thuc khng thng xuyn" v "ngi ht thuc k tnh". Nhng Cng ty sn xut m phm, ru bia v g ang tm kim nhng c hi trong cch phn khc th trng theo li sng. Tuy nhin, cch phn khc th trng theo li sng khng phi lc no cng thch hp, chng hn nh cng ty Nestle tung ra mt trong nhng nhn hiu c bit ca loi c ph khng cha caphein cho nhng ngi phi thc m v tht bi. Nhn cch: Nhng ngi lm Marketing s dng bin nhn cch phn khc th trng. H to cho sn phm ca mnh nhng nhn cch theo nhn hiu tng ng vi nhng nhn cch ca ngi tiu dng. Vo cui nhng nm 50, nhng kiu xe Ford v Chevrrolet xng l c nhn cch khc nhau. Nhng ngi mua xe Ford c xem l ngi "c tnh c lp, hp tp, n ng, nhy bn vi s thay i v t tin, trong khi nhng ngi mua xe Chevrolet c xem l bo th, tn tin, thch c uy th, t tnh n ng hn v khng thch s cc oan". Wesfall tm thy bng chng v s khc bit nhn cch gia nhng ngi ch xe mui lt v mui c nh. Nhng ngi ch xe mui lt t ra hot bt, hp tp v d chan ho. Hin nay hng Nike ang s dng nhn cch ca nhng vn ng vin in kinh nht nh, nhngi sao bng r Michael Jordan lm c im cho nhn hiu thu ht nhng ngi hm m Michael Jordan mua giy Nike Phn khc th trng theo hnh vi Trong cch phn khc th trng theo hnh vi, ngi mua c chia thnh nhiu nhm cn c vo trnh hiu bit, thi , cch s dng v phn ng i vi sn phm. Nhiu ngi lm Marketing tin chc rng cc bin hnh vi v im xut pht tt nht to dng cc khc th trng. L do mua hng: C th phn loi ngi mua da theo l do ny sinh nhu cu, mua hng hay s dng sn phm. V d, l do i my bay c th l i cng tc, i ngh hay v chuyn gia nh. cng ty hng khng c th chuyn vo vic phc v nhng ngi

hay c mt trong nhng l do . Chng hn nh, cc hng hng khng cho thu my bay phc v nhng ngi i ngh tp th. Vic phn khc th trng theo l do mua hng c th gip cc cng ty nng cao mc s dng sn phm. V d, nc cam thng c s dng nhiu nht trong ba n sng. Cng ty sn xut nc cam c th c gng qung co nn ung nc cam c vo nhng dp khc, nh n tra, n ti, bui tra, Nhng ngy l nht nh, chng hn nh ngy l ca b m v ngy l ca ng b, c qung co ring tng mc tiu th bnh ko v hoa. ch li Mt hnh thc phn khc th trng rt c tc dng l phn loi ngi mua theo nhng ch li khc nhau m h ang tm kim sn phm. Mt trong nhng cch phn khc th trng theo ch li thnh cng nht ca Heley. ng nghin cu th trng thuc nh rng (Xem bng 7-1). Kt qu nghin cu ca Haley pht hin c bn khc th trng theo ch li: Kinh t, tc dng cha bnh, tc dng thm m v mi v. Mi nhm tm kim ch li c nhng c im nhn khu hc, hnh vi v tm l ring. V d, nhng ngi tm kim tc dng phng su rng c gia nh ng ngi, l nhng ngi s dng nhiu thuc nh rng v bo th. Mi khc th trng cng c nhng nhn hiu a thch nht nh. Cng ty sn xut thuc nh rng c th s dng nhng kt qu thu c ny tp trung vo nhng nhn hiu hin c c a thch hn v tung ra nhng nhn hiu mi. Chng hn nh Procter v Gamble tung ra thuc nh rng Crest c ch li "phng chng su rng" v thnh cng m mn. "Phng chng su rng" tr thnh mt cch cho hng c o ca h. Mt cch cho hng c o (USP) c tc dng mnh hn l mt cch trnh by c o (UP). v d, thuc nh rng mu ta trong rt c o, nhng chc chn l s khng bn c. Bng 7-1. Phn khc th trng thuc nh rng theo ch li

Khc th trng

c im nhn khu hc

c im hnh vi

c im tm l Tnh t lp cao

Nhn hiu c u thch Nhng nhn hiu

Kinh t (gi h)

n ng

S dng nhiu

Hng vo gi tr

ang bn

Tc dng cha bnh (phng su rng) Tc dng thm m (rng bng)

Gia nh ng ngi

Mc S dng nhiu chng bnh Crest tng, bo th Ngi thuc ht Rt m ng Rt hng gia Colgate, Aim v ci hot Maclean's Ultra Brite

Thanh, thiu nin

Mi v (c mi v d chu)

Tr em

Thch ko gm hi bc h i

tham

hot ng, yu

Tnh trng ngi s dng: Nhiu th trng c th phn khc theo nhng nhm ngi khng s dng, ngi tng s dng, ngi s dng ln u v ngi s dng thng xuyn mt sn phm no . Chng hn nh cc ngn hng mu khng c ch da vo nhng ngi hin mu thng xuyn cung cp mu. H phi chiu m nhng

ngi mi hin mu ln u v gi lin h vi nhng ngi tng hin ma, v mi nhm ny i hi mt chin lc Marketing ring bit. V tr ca Cng ty trn th trng cng s nh hng n mc tiu ca Cng ty. Nhng ngi dn u th phn s tp trung vo nhng ngi s dng tim n hp dn, trong khi nhng cng ty nh hn li tp trung vo nhng ngi s dng hin c, hp dn, xa ngi dn u th trng. Mc s dng. Th trng cng c th phn khc theo nhng nhm s dng t, va phi v nhiu sn phm . Nhng ngi s dng nhiu thng chim mt t l phn trm nh ca th trng, nhng chim mt t l phn trm ln trong khi lng tiu dng . Nhng ngi s dng nhiu sn phm thng c chung nhng c im nhn khu hc, tm l hc v thi quen s dng cc phng tin truyn thng. Mc trung thnh: Th trng, c th phn khc theo mc trung thnh ca ngi tiu dng. Ngi tiu dng c th trung thnh vi nhn hiu (Coca - Cola), ca hng (Sears) v nhng thc th khc. Gi s c 5 nhn hiu A, B, C, D v E. Ngi mua c th c phn ra thnh bn nhm theo mc trung thnh vi nhn hiu ca h. + Trung thnh v iu kin: Nhng ngi tiu dng lun lun mua mt nhn hiu. V vy s hnh vi mua sm kiu A, A, A, A, A,A c th th hin mt ngi trung thnh v hn vi nhn hiu A. + Trung thnh tng i: Nhng ngi tiu dng trung thnh vi hai hay ba nhn hiu. S hnh vi mua sm kiu A, A, B, B , A, B th hin mt ngi tiu dng trung thnh vi hai nhn hiu A v B. Nhm ny ang tng ln nhanh chng. Hin nay ngy cng c nhiu ngi mua sm trong phm vi mt vi nhn hiu c th chp nhn c, v theo h tng ng vi nhau. + Trung thnh khng c nh: Nhng ngi tiu dng thay i s thch t nhn hiu ny sang nhn hiu khc. s hnh vi mua sm kiu A,A,A,B,B,B th hin mt ngi tiu dng thay i lng trung thnh vi nhn hiu t nhn hiu A sang nhn hiu B.

+ Khng trung thnh: Nhng ngi tiu dng khng t ra trung thnh vi bt k nhn hiu no. s hnh vi mua sm kiu A, C, E, B, D, B th hin mt ngi tiu dng khng trung thnh, h hoc l thuc loi ngi gp g mua ny (mua nhn hiu ang bn) hoc l thuc loi ngi thch a dng (mun mua mi ln mt th khc nhau). Mi th trng u bao gm nhng s ngi mua khc nhau thuc bn nhm ny. Mt th trng trung thnh vi nhn hiu l th trng trong nhng ngi mua trung thnh tuyt i vi nhn hiu chim t l phn trm cao. Chng hn nh th trng thuc nh rng v th trng bia l nhng th trng c mc trung thnh cao vi nhn hiu. Nhng cng ty bn hng trn th trng trung thnh vi nhn hiu s rt kh tng th phn ca mnh v nhng cng ty mun xm nhp nhng th trng nh vy rt kh c th thc hin c. Cng ty c th bit c rt nhiu iu khi phn tch s trung thnh trn th trng ca mnh. H cn nghin cu nhng c im ca nhng ngi trung thnh v iu kin vi sn phm ca mnh. Cng ty Colgate pht hin thy rng nhng ngi trung thnh v iu kin ca mnh phn ln thuc tng lp trung lu, c gia nh ng ngi v quan tm n sc kho. iu ny ch r th trng mc tiu cho Cng ty Colgate. Khi nghin cu nhng ngi trung thnh tng i ca mnh, Cng ty c th ch ra nhng nhn hiu no ang cnh tranh gay gt nht vi nhn hiu ca mnh. Nu nhiu ngi mua Colgate cng mua Crest, th cng ty c th tnh n chuyn ci thin v tr ca mnh so vi Crest bng cch, c th l, qung co so snh trc tip. Bng nghin cu nhng khch hng b nhn hiu ca mnh chuyn sang nhn hiu khc, Cng ty c th bit c nhng im yu v Marketing ca mnh v hy vng chn chnh chng. Cn v nhng ngi khng trung thnh th i ng ca h ngy cng ng. Cng ty c th thu ht h bng cch thng xuyn cho hng vi h. Song h c th khng ng thu ht. Mt iu cn ch : Mt hnh vi mua sm c v l trung thnh vi nhn hiu c th ch phn nh thi quen, s v tnh, gi r, chuyn sang nhn hiu khc s tn km, hay khng c sn nhng nhn hiu khc. Cng ty phi nghin cu nhng ci ng sau hnh vi mua sm quan st c. Mc sn sng ca ngi mua. Th trng bao gm nhng ngi c mc sn sng mua khc nhau i vi mt sn phm. c ngi khng bit n sn phm

, c ngi th bit n, c ngi nghe ni n, c ngi th c quan tm n v c ngi mong mun c sn phm , c ngi c nh mua. Nhng con s t l nhng nhm ngi ny c nh hng rt ln n vic thit k chng trnh Marketing. Thi . C th thy c nm nhm thi trn mt th trng: Vui mng, tt, bng quang, xu v th ght. Nhng ngi i vn ng tng nh trong mt cuc vn ng chnh tr s dng thi ca cc c tri xc nh cn dnh bao nhiu thi gian cho mt c tri xc nh cn dnh bao nhiu thi gian cho mt c tri. H cm n nhng c tri vui mng ng h v nhc nh h i b phiu. H cng c thm nhng ngi c thi ng h. H c gng tranh th l phiu ca nhng c tri bng quan. H khng dnh thi gian c gng lm thay i thi ca nhng c tri c thi xu v th ght. Nu nh cc thi c mi tng quan vi nhng c im nhn khu hc th mt chnh ng c th xc nh c c hiu qu hn nhng qun chng c trin vng nht. C s phn khc th trng t liu sn xut Cc th trng t liu sn xut c th c phn khc theo rt nhiu nhng bin s dng phn khc th trng ngi tiu dng, nh cc bin a l, ch li tm kim v mc s dng. Tuy vy, cng c thm nhng bin mi. Bonoma v shapiro ngh phn khc th trng t liu sn xut theo cc bin nu trong bng 7-2. Cc bin nhn khu hc l quan trng nht, sau n cc bin khai thc, ri cui cng l c im c nhn ca ngi mua. Nhn khu hc + Ngnh: + Quy m cng ty: + a im: Cc bin khai thc + Cng ngh: + Tnh trng ngi Ta nn tp trung vo nhng cng ngh no ca khch hng? s Ta nn tp trung vo ngi s dng nhiu, trung bnh, t hay, nhng ngi khng s dng? Ta nn tp trung vo ngnh no? Ta nn tp trung vo nhng cng ty c quy m nh th no? Ta nn tp trung vo nhng vng a l no?

dng/khng s dng

+ Nng lc ca khch hng Phng thc cung ng

Ta nn tp trung vo nhng khch hng cn nhiu hay t dch v?

+ T chc chc nng cung Ta nn tp trung vo nhng cng ty t chc cung ng tp ng: + C cu quyn lc: trung cao hay phn cp? Ta nn tp trung vo nhng cng ty do k tht chi phi, ti chnh chi phi , v.v...

+ Tnh cht ca nhng mi Ta nn tp trung vo nhng cng ty c quan h cht quan h hin c: ch hay ch theo ui nhng Cng ty mong mun nht?

+ Chnh sch mua sm Ta nn tp trung vo nhng cng ty thch thu mua, hp chung + Tiu chun mua sm Nhng yu t tnh hung + Khn cp Ta c nn tp trung vo nhng cng ty cn gia hng hay dch v nhanh v t xut khng? Ta c th tp trung vo nhng ng dng nht nh ca sn phm ca mnh hay l vo tt c cc ng dng? Ta c th nn tp trung vo nhng n hng ln hay nh khng? ng dch v, mua sm qua h thng hay u thu? Ta nn tp trung vo nhng cng ty tm kim cht lng, dch v hay gi c?

+ ng dng c bit

+ Quy m n t hng c im c nhn

+ Ngi mua, ngi bn Ta c nn tp trung vo nhng Cng ty c con ngi v tng t nh nhau: + Thi i vi ri ro gi tr tng t nh ta khng? Ta c nn tp trung vo nhng khch hng chp nhn ri ro hay n trnh ri ro khng? Ta c nn tp trung vo nhng cng ty t ra rt trung thnh vi nhng ngi cung ng ca mnh khng?

+ Lng trung thnh:

Bng 7-2. Cc bin ch yu phn khc th trng t liu sn xut Bng ny lit k nhng cu hi ch yu m nhng ngi hot ng trn th trng t liu sn xut cn t ra xc nh xem nn phc v khc th trng v khch hng no. Chng hn nh, Cng ty v xe cao su trc tin cn quyt nh xem mnh mun phc v ngnh no, ng thi lu n nhng im khc bit sau:

Nhng hng sn xut t c nhng yu cu khc nhau, nhng hng sn xut xe sang trng mun c v xe cao cp hn nhiu so vi nhng hng sn xut xe tiu chun. V nhng v xe m cc hng sn xut my bay cn phi p ng nhng tiu chun an ton cao hn nhiu so vi nhng v xe m nhng hng sn xut my ko nng nghip cn. Trong phm vi mc tiu chn, cng ty c th phn khc tip theo quy m ca khch hng. Cng ty c th xy dng nhng cng trnh ring bit lm n vi nhng tiu chun an ton cao hn nhiu so vi nhng v xe m nhng hng sn xut my ko nng nghip cn. Trong phm vi mc tiu chn, cng ty c th phn khc tip theo quy m ca khch hng. Cng ty c th xy dng nhng Cng trnh ring bit lm n vi nhng khch hng ln v nh. Nhng ngi hot ng trn th trng t liu sn xut ni chung, pht hin cc khc th trng thng qua mt qu trnh phn khc lin tip. Hy xt trng hp mt Cng ty nhm: Cng ty sn xut nhm trc tin tin hnh phn khc v m gm ba bc. H suy tnh xem s phc v th trng s dng cui cng no. t, nh hay lon nc gii kht. Khi la chn th trng nh , Cng ty cn xc nh ng dng hp dn nht ca sn phm. Vt liu bn thnh phm, cc ph liu xy dng hay nh lu ng bng nhm. Khi quyt nh tp trung vo cc ph liu xy dng cng ty cn xem xt quy m khch hng tt nht v la chn nhng khch hng ln. Bc th hai l phn khc vi m. Cng ty phn bit gia nhng khch hng mua theo gi, theo dch v hay theo cht lng. V cng ty nhm c s trng v dch v, nn quyt nh tp trung vo khc th trng c ng c l dch v. Ngay c cch phn khc th trng ny cng mc nhin cng nhn mt ch li duy nht l phc v vic la chn sn phm trong phm vi mi khc th trng t liu sn xut cn c vo giai on trong qu trnh thng qua quyt nh mua sm: 1. Khch hng trin vng mua ln u: Nhng khch hng ny mua hng ln no. H mun muaca mt nhn vin bn hng hay ca mt ngi bn hiu bit cng vic kinh doanh ca h, gii thch c r rng mi iu v h c th tin cy c.

2. Khch hng mi: Nhng khch hng ny mua sn phm. H mun c ti liu hng dn d hiu, mc hun luyn s dng k thut v nhng i din bn hng c hiu bit. 3. Khch hng kn chn: Nhng khch hng ny mun m bo bo tr v sa cha nhanh chng, sn phm sn xut theo khch hng, v mc h tr k tht cao. Robertson v Barich cho rng nhng khc th trng, ny c th c nhng s thch khc nhau i vi knh phn phi. v d, nhng khch hng trin vng mua ln u s thch lm vic vi nhn vin bn hng ca Cng ty ch khng thng qua knh bn hng theo catalog gi th trc tip, v nhng phng thc sau ny cung cp qu t thng tin. Nhng khi th trng sung mn, ngy cng nhiu ngi mua tr nn kn chn v c th a thch cc knh khc nhau. Tuy nhin, nhng cng ty cam kt vi nhng knh c hiu qu trong nhng giai on trc y ca th trng s mt kh nng linh hot trong vic gi khch v tho mn nhng khch hng kn chn. Robertson v Barich tin chc rng quy trnh ca h rt hu ch i vi lc lng bn hng trong vic lp k hoch ving thm ca mnh. H phn nn rng cc cn b qun tr cp cao thng hay qu nhit tnh vi mt cch phn khc th trng chin lc nghe c v hay, rt nhiu tin vo vic hon thin n cui cng mi pht hin ra l lc lng bn hng khng th s dng n c. Rangan, Moriarty v Swartz nghin cu mt th trng hng ho sung mn kim tra s xut hin bnh thng ca hai khc th trng t liu sn xut: Nhng ngi mua thch gi h v t dch v, v nhng ngi mua sn sng tr gi cao hn cho dch v nhiu hn. H s ngc nhin khi pht hin thy bn khc th trng t liu sn xut. 1. Ngi mua theo k hoch: Nhng ngi mua ny xem sn phm khng qu quan trng i vi hot ng ca mnh. H mua n nh mt mt hng thng thng. H thng thanh ton y gi mua v i hi dch v di mc trung bnh. R rng l th trng rt c li cho ngi bn. 2. Ngi mua theo quan h: Nhng ngi mua ny xem sn phm quan trng mc va phi v rt am tng v nhng hng ho cnh tranh. H c hng khon chit khu nh cng mt mc dch v khim tn v a thch ngi bn vi iu kin l gi khng qu chnh lch so vi sn phm cng chng loi. H l nhm c li vo hng th hai.

3. Ngi mua qua giao dch: Nhng ngi mua ny xem sn phm l rt quan trng i vi hot ng ca mnh. H nhy cm vi gi c v dch v. H c hng chit khu 10% v dch v mc trn trung bnh. H rt am tng v cc hng ho cnh tranh v sn sng chn gi hi hn, cho d phi hy sinh mt s dch v no . 4. Ngi mua mc c. Nhng ngi mua ny xem sn phm l rt quan trng v i hi chit khu ln nht v dch v nhiu nht. H bit nhng cung ng khc nhau, mc c rt k v sn sng b i khi khng hi lng mt cht. Cng ty cn nhng ngi mua ny ch v h mua khi lng ln, song h khng em li nhiu hn li nhun lm. Cch phn khc th trng ny c th gip cng ty trong mt ngnh n k hn s hnh dung r hn ni no cn tng v gim gi dch v, v mi khc th trng phn ng theo mt cch Nhng yu cu i vi vic phn khc th trng C nhiu cch phn khc th trng. Tuy nhin khng phi tt c cc cch phn khc th trng u c hiu qu. V d, nhng ngi mua mui n c th c phn thnh nhng khch hng tc nht mu v thm mu. Nhng mu tc th khng lin quan g n chuyn mua mui c. Hn na, nu tt c nhng ngi mua mui u mua mi thng mt lng mui nh nhau, u tin rng cc loi mui u ging nhau v mun tr cng mt gi, th th trng , theo quan im Marketing, l th trng c th phn khc mc ti thiu. Cc khc th trng phi c nm c im sau: + o lng c: Quy m, sc mua v cc c im ca khc th trng u o c. Cc bin phn khc th trng nht nh rt kh o lng. V d nh quy m ca khc th trng thanh thiu nin ht thuc, nhng ngi ht thuc ch yu chng i li b m. + Kh ln: Nhng khc th trng ny phi kh ln v sinh li xng ng phc v. Khc th trng phi l mt nhm ln nht v ng nht, xng ng thc hin mt chng trnh Marketing ring. V d, khng ng n mt hng sn xut t cho nhng ngi tn tt. + C th tip cn c. Cc khc th trng phi tip cn c v phc v c hiu qu. Gi s Cng ty u thm pht hin thy nhng ngi dng nhiu nhn hiu ca mnh l nhng ph n c thn, nhng ngi n qun bar vo ban m v thng xuyn. Tr khi nhng ngi ph n ny sng v lm vic ti nhng ni nht

nh v tip xc vi nhng phng tin truyn thng nht nh, h l nhng ngi rt kh tip cn. + C th phn bit c: Cc khc th trng ny khc bit nhau v quan nim v p ng khc nhau i vi cc yu t Marketing mix v chng trnh Marketing khc nhau. Nu nh nhng ngi ph n c gia nh v khng c gia nh u phn ng tng t nh nhau vi mui n v o lng th, th h khng th thuc nhng khc th trng ring bit c. + C th hot ng c: c th xy dng nhng chng trnh c hiu qu thu ht v phc v nhng th trng . V d, mt hng hng khng nh pht hin ra by khc th trng, nhng bin ch ca h qu nh khng th xy dng nhng chng trnh Marketing ring bit cho tng khc th trng c. 3. Xc nh th trng mc tiu Vic phn khc th trng lm bc l nhng c hi ca khc th trng ang xut hin trc mt Cng ty. By gi Cng ty phi nh gi cc khc th trng khc nhau v quyt nh ly bao nhiu khc th th trng v nhng khc th trng no lm mc tiu. Ta s nghin cu nhng cng c nh ga v la chn cc khc th trng. nh gi cc khc th trng Khi nh gi cc khc th trng khc nhau, Cng ty phi xem xt ba yu t c th l quy m v mc tng trng ca khc th trng, mc hp dn v c cu ca khc th trng, nhng mc tiu v ngun ti nguyn ca Cng ty. Quy m v mc tng trng ca khc th trng Cu hi u tin l, khc th trng tim n c nhng c im v quy m v mc tng trng va sc khng? "Quy m va sc" l mt yu t c tnh tng i. Nhng cng ty ln a thch nhng khc th trng c khi lng tiu th ln v thng coi nh hay b qua nhng khc th trng nh. Nhng cng ty nh th li trnh nhng khc th trng ln, bi v chng i hi qu nhiu ngun ti nguyn. Mc tng trng thng l mt c im mong mun, vi cc cng ty, ni chung, u mun c mc tiu th v li nhunngy cng tng. Song cc i th cnh tranh s nhanh chng xm nhp nhng khc th trng ang tng trng v lm gim i kh nng sinh li ca chng.

Mc hp dn v c cu ca khc th trng. Mt khc th trng c th c quy m v mc tng trng mong mun, nhng li thiu tim nng sinh li. Porter pht hin ra nm lc lng quyt nh mc hp dn ni ti v li nhun lu di ca mt th trng hay khc th trng. M hnh ca ng cho hay Cng ty phi nh gi nhng nh hng ca nm nhm n kh nng sinh li lu di: Cc i th cnh tranh trong ngnh, nhng k xm nhp tim n, nhng sn phm thay th, ngi mua v ngi cung ng. Sau y l nm mi e do do chng gy ra. H 7-3. Nm lc lng quyt nh hp dn v c cu ca khc th trng

1. Mi e do ca s kinh ch mnh m trong khc th trng: Mt khc th trng s khng hp dn, nu n c qu nhiu nhng i th cnh tranh mnh hay l hay tn cng. Bc tranh s cng ti t hn, nu khc th trng n nh hay ang suy thoi, nu tng thm nng lc sn xut ln qu nhiu, nu chi ph c nh cao, nu ro cn xut cao hay nu cc i th cnh tranh u u t qu nhiu bm tr ti khc th trng . Tnh hnh ny s dn n nhng cuc chin tranh. 2. Mi e do ca nhng k mi xm nhp: Mt khc th trng s khng hp dn, nu c th thu ht nhng i th cnh tranh mi, nhng Cng ty s mang theo vo nng lc sn xut mi, nhng ngun ti nguyn ng k v phn u tng th

phn. Vn rt li l liu nhng k xm nhp mi c th d dng nhy vo khng. H s thy rt kh, nu c ro cn nhp cao km theo quan h cng thng t pha nhng Cng ty ang chim gi. Ro cn nhp cng thp v mc sn sng tr a ca nhng cng ty c cng thp th khc th trng cng km hp dn. Mc hp dn ca khc th trng thay i theo chiu cao ca cc ro cn nhp v xut u cao, tim nng sinh li cao nhng thng km theo nhiu ri ro hn, bi v nhng Cng ty yu km cn li s u tranh ginh git thm th phn. Khi c hai ro cn nhp v xut u thp, th cc Cng ty u d dng xm nhp v ri b ngnh , khi li nhun s n nh v thp. Trng hp xu nht l khi ro cn nhp thp v ro cn xut li cao: y d dng xm nhp vo nhng thi k thun li, nhng li rt kh ri b vo nhng thi k kh khn. Kt qu l tnh trng d tha nng lc sn xut trin min v kh nng kim tin ngy cng gim st.

H 7-4. Ro cn v kh nng sinh li

3. Mi e do v nhng sn phm thay th: Mt khc th trng s khng hp dn khi c nhng sn phm thay th thc t hay tim n. Cc sn phm thay th s to ra gii hn i vi gi c v li nhun m mt khc th trng c th kim c. Cng ty phi theo di cht ch xu hng gi c ca nhng sn phm thay th. Nu tin b cng nghip hay tnh hnh cnh tranh tng ln trong nhng ngnh ca sn phm thay th, th gi c v li nhun trong khc, th trng c th gim st. 4. Mi e do ca quyn thng lng ngy cng ln ca ngi mua: Mt khc th trng s khng hp dn, nu nhng ngi mua c quyn thng lng ln hay ngy cng tng. Ngi mua s c gng buc phi gim gi , i hi cht lng v dch v cao hn, v t cc i th cnh tranh vo th i lp nhau, tt c u bng ci ga ca kh nng sinh li ca ngi bn. Quyn thng lng ca ngi mua tng ln khi h cng tp trung v c t chc hn, khi sn phm l mt phn ng k

trong chi ph ca ngi mua, khi sn phm khng c nhng c im khc bit, khi chi ph chuyn i ca ngi mua, khi sn phm khng c nhng c im khc bt, khi chi ph chuyn i ca ngi mua, khi sn phm khng c nhng c im khc bit, khi chi ph chuyn i ca ngi mau khng ln, khi ngi mua nhy cm vi gi, bi v li nhun thp, hay khi ngi mua c th nht ho ngc, phng th, ngi bn c th la chn ngi mua no c quyn lc thp nht thng lng hay chuyn i ngi cung ng. Cch phng th tt nht l pht trin nhng sn phm tt hn nhng ngi mua mnh khng th t chi. 5. Mi e do v quyn thng lng ngy cng tng ca ngi cung ng: Mt khc th trng s khng hp dn nu nhng ngi cung ng ca cng ty c th nng gi hay gim cht lng. Nhng ngi cung ng c xu hng tr nn c quyn lc mnh hn khi h tp trung v c t chc. Khi c t sn phm thay th, khi sn phm nhn c cung ng l mt u vo quan trong, khi chi ph chuyn i cao, v khi ngi cung ng c th nht th ho thun. Cch phng th tt nht l xy dng nhng quan h bnh ng vi nhng ngi cung ng hay s dng nhiu ngun cung ng. Mc tiu v ngun lc ca Cng ty Ngay c khi mt khc th trng ln ang tng cng v hp dn v c cu, cng ty vn cn xem xt nhng mc tiu v ngun ti nguyn ca bn thn mnh so vi khc th trng . Mt s khc th trng hp dn c th vn b loi b, bi v chng khng ph hp vi mc tiu lu di ca Cng ty. Ngay c khi khc th trng ph hp vi nhng mc tiu ca mnh, Cng ty vn phi xem xt xem c nhng k nng v ngun ti nguyn thnh cng trong khc th trng khong. Mi khc th trng u c nhng yu cu nht nh thnh cng. Cn loi b khc th trng nu cng ty thiu mt hay nhiu nng lc cn thit v khng c iu kin to c nhng kh nng cn thit. song cho d cng ty c nhng nng lc cn thit, th n vn phi pht trin mt s u th tri hn. Cng ty ch nn xm nhp nhng khc th trng no m mnh c th cung ng gi tr ln hn. La chn khc th trng Sau khi nh gi khc th trng khc nhau, by gi cng ty phi quyt nh nn phc v bao nhiu v nhng khc th trng no. Tc l vn la chn th trng mc tiu. Cng ty c th xem xt nm cch la chn th trng mc tiu, gm: tp trung vo mt khc th trng, chuyn mn ha chn lc, chuyn mn ha th trung, chuyn mn ha sn phm va phc v ton b th trng.

Tp trung vo mt khc th trng Trong trng hp n gin nht, cng ty la chn mt khc th trng. Cng ty Volkswagen tp trung vo th trng xe t c nh, cn Richard D.Irwin th tp trung vo th trng ti liu kinh t v kinh doanh. Thng qua Marketing tp trung cng ty s dnh c mt v tr vng chc trong khc th trng nh hiu bit r hn nhng nhu cu ca khc th trng v danh ting c bit m cng ty c c. Hn na, cng ty s tit kim c trong hot ng nh chuyn mn ho sn xut, phn phi v khuyn mi. Nu cng ty ginh c v tr dn u trong khc th trng th n c th t c t sut li nhun trn vn u t cao. Mt khc, marketng tp trung gn lin vi nhng ri ro ln hn bnh thng. Khc th trng c th c th tr nn ti t hn. v d, khi nhng ph n tr t nhin thi khng mua qun o th thao na lm cho li nhun ca Cng ty Bobbie Brooks st hn xung. Hay mt i th cnh tranh no c th xm nhp khc th trng ny. V nhng l do nhiu Cng ty thch hot ng trong nhiu khc th trng hn. Chuyn mn ho c chn lc. Trong trng hp ny, Cng ty la chn mt s khc th trng, mi khc th trng u c sc hp dn khch quan v ph hp vi nhng mc tiu v ngun ti nguyn ca Cng ty. C trng u ha hn l ngun sinh li. Chin lc phc v nhiu khc th trng ny c u im l a dng ho ri ro ca Cng ty. D cho mt khc th trng c tr nn khng hp dn na th cng ty vn c th tip tc kim tin trong nhng khc th trng khc. Chuyn mn ho sn phm Trong trng hp ny, cng ty cn sn xut mt sn phm nht nh bn cho mt s khc th trng. V d, hng sn xut knh hin vi bn sn phm ca mnh cho cc phng th nghim ca cc trng i hc, cc phng th nghim ca Nh nc v cc phng th nghim ca doanh nghip. Cng ty sn xut nhng knh hin vi khc nhau cho nhng ngi khc hng khc nhau, nhng khng sn xut nhng thit b khc m cc phng th nghim c th s dng. Thng qua chin lc ny cng ty to dng c danh ting rng khp trong lnh vc sn phm chuyn dng. Ri ro b b s xut hin nu nh knh hin vi c thay th bng mt cng ngh hon ton mi. Chuyn mn ho th trng

Trong trng hp ny, Cng ty tp trung vo vic phc v nhiu nhu cu ca mt nhm khch hng c th. V d,mt cng ty bn mt danh mc sn phm cho cc phng th nghim ca cc trng i hc, bao gm knh hin vi, dao ng k, n Bunsen, v bnh ho nghim. Cng ty dnh c ting tm rng khp v chuyn mn ho vo vic phc v nhm khch hng ny v s tr thnh mt knh cho tt c nhng sn phm mi m nhm khch hng ny c th cn dng n. Ri ro b b s xy ra nu t nhin cc phng th nghim ca cc trng i hc b ct gim ngn sch v phi gim chuyn mua sm ca mnh. Phc v ton b th trng Trong trng hp ny, Cng ty c phc v tt c cc nhm khch hng tt c nhng sn phm m h c th cn n. ch c nhng cng ty ln mi c th thc hin chin lc phc v ton b th trng. V d nh cng ty IBM (th trng my tnh) General Motors (th trng xe c) v Coca Cola (th trng ung) Nhng Cng ty ln c th phc v ton b th trng theo hai cch, thng qua Marketing khng phn bit hay Marketing phn bit. Marketing khng phn bit. cng ty c th b qua nhng khc bit ca khc th trng v theo di th trng ton b bng mt bng cho hng. Cng ty tp trung vo nhng g m ngi mua thng hayc nhu cu ch khng phi l vo nhng g khc nhau. Cng ty thit k mt sn phm v mt chng trnh Marketing no thu ht c ng o ngi mua nht. Cng ty da vo phn phi i tr v qung co i tr. Mc ch l nhm to cho sn phm mt hnh nh tuyt ho trong tm tr mi ngi. Mt v d v Marketing khng phn bit l Marketing trong thi k u ca Cng ty Coca - Cola ch ra mt th ung trong mt c chai vi mt mi v cho tt c ngi. C s chn Marketing khng phn bit l tit kim chi ph. N c xem l "Marketing tng ng vi vic tiu chun ho v sn xut hng lot trong cng nghip. Chng loi sn phm hp m bo sn xut d tr chi ph vn chuyn mc thp, Chng trnh qung co khng phn bit m bo chi ph qung co thp. Khng nghin cu v lp k hoch theo khc th trng s gim bt c cc chi ph nghin cu Marketing v qun l sn phm. Chc chn l nh chi ph thp hn Cng ty c th tnh gi thp hn ginh ly khc th trng nhy cm vi gi c, Marketing c phn bit: Trong trng hp ny, cng ty hot ng mt s khc th trng v thit k nhng chng trnh khc nhau cho tng khc th trng. Cng tyGeneral Motors khng nh l mnh s lm nh vy khi tuyn b rng s xut t

cho "mi ti tin, mi mc ch v mi nhn cch". Cn Cng ty IBM th cho hng nhiu kiu trn gi phn cng v phn mm cho cc khc th trng my tnh khc nhau. Hy xt trng hp ca Cng ty Edison Brothers: Cng ty Edison Brothers c chn trm ca hiu giy c phn thnh bn loi h thng khc nhau, mi h thng thu ht mt khc th trng.H thng Chandlers bn giy gi cao. H thng Burt's bn giy cho ngi mua c ti tin co hp v h thng Wild Pair th hng vo nhng ngi thch nhng kiu giy thi thng . Cc ca hiu Burts, Chandler's v Baker's c b tr ba khu ph lin nhau trn ng State Street Chicago. Vic b tr cc ca hng ny gn nhau nh vy vn khng gy thit hi g cho chng, bi v chng nhm vo nhng khc th trng khc nhau trn th trng giy ph n. chin lc ny lm cho Cng ty Edison Brothers tr thnh cng ty bn l giy ph n ln nht trong c nc M. Marketing c phn bit thng to ra c tng mc tiu th ln hn so vi Marketing khng phn bit. "iu ni ln mt l n gin l c th tng tng mc tiu th bng cch bn chng loi sn phm a dng hn thng qua nhng knh a dng hn". Tuy nhin n cng lm tng chi ph kinh doanh. Sau y l nhng chi ph c th cao hn: + Chi ph ci bin sn phm: Vic ci bin mt sn phm p ng nhng yu cu ca cc khc th trng khc nhau thng i hi c nhng chi ph nghin cu pht trin, thit k k thut v/hay dng c chuyn dng. + Chi ph sn xut: Thng thng ch sn xut mi n v sn phm khc nhau phi tn km nhiu hn l sn xut 100 n v sn phm ging nhau. Thi gian chun b sn xut mi kiu sn phm cng nh th cng tn km hn. Mt khc, nu mi kiu c bn ra vi khi lng ln, th chi ph cho thi gian chun b cao hn c th rt nh khi tnh trn mt n v sn phm. + Chi ph qun tr hnh chnh: Cng ty phi xy dng nhng k hoch Marketing ring bt cho tng khc th trng. iu ny i hi phi tng thm cc cng vic nghin cu Marketing, d bo, phn tch mc tiu th, khuyn mi, lp k hoch v qun tr knh. + Chi ph d tr: Vic qun tr d liu nhiu kiu sn phm s tn km hn so vi qun l d tr t sn phm.

+ Chi ph khuyn mi: Cng ty phi vn ti nhng khc th trng khc nhau vi nhng chng trnh khuyn mi khc nhau. iu ny lm tng chi ph lp k hoch khuyn mi v chi ph cho cc phng tin truyn thng. V Marketing phn bit lm tng c mc tiu th ln chi ph, nn khng th ni g khi qut v kh nng sinh li ca chin lc ny. Cng ty cn thn trng trnh phn khc qu mc th trng ca mnh. Nu xy ra tnh trng ny th c th ghp bt chng li hay m rng c s khch hng. V d, Cng ty Johnson & Johnson m rng th trng mc tiu ca mnh i vi du gi u cho tr s sinh bng cch gp thm c ngi ln vo na. Cn cng ty Beecham th tung ra thuc nh rng Aquafresh thu ht ng thi ba khc th trng tm kim ch li khc nhau: Nhng ngi mun thm ming, nhng ngi mun rng trng v nhng ngi mun nga su rng.