I HC M BN CNG TP.

HCM

TI LIU HNG DN HC TP MARKETING CN BN

Bin son: THS. NGUYN VN THI

2006

BI M U Gii thiu khi qut mn hc Marketing l mt ngnh hc cn mi m nhng pht trin rt nhanh vi nhiu thay i v quan im, hng tip cn, phng php nghin cu hnh thnh nhiu trng phi khc nhau. Chnh v vy, vic hc tt mn Marketing Cn Bn l nn tn ht sc cn thit nghin cu su hn. Trong chng trnh o to, Marketing Cn Bn l mn hc m u cho mt lot nhng mn c lin quan m cc bn s hc trong cc hc k sp ti. l cc mn: hnh vi khch hng, nghin cu marketing, qun tr marekting, qun tr bn hng, qun tr thng hiu, lp k hoch kinh doanh, Marketing Cn Bn cho chng ta nhn thy tng qut v ngnh hc. N trnh by v s ra i v pht trin ca marketing, chc nng, cc thnh phn ca marketing, qui trnh tin hnh marketing. Mn hc s cp v gii thch hu ht cc khi nim v thut ng trong ngnh. N nhn mnh vai tr quan trng ca nghin cu marketing v cch thc tin hnh nghin cu. Phng php phn tch marketing, phng php phn khc th trng, la chn th trng mc tiu, nh v thng hiu, hoch nh chin lc v k hoch marketing cng c trnh by. Trng tm ca mn hc s tp trung vo 4P ca phi hp marketing: sn phm, gi c, phn phi v chiu th. Mc tiu ca mn hc Sau khi hc xong mn hc ny, sinh vin c kh nng: Hiu mc phn bit c v s dng ng cc khi nim, thut ng ca ngnh hc. Hiu c marketing l g v vai tr ca marketing trong hot ng sn xut kinh doanh. Gii thch s cn thit tin trnh qun tr marketing: phn tch - hoch nh - thc hin - kim tra.

chc. -

Hiu s cn thit phi tin hnh nghin cu marketing v gii thch c qui trnh nghin cu marketing. Gii thch c qu trnh quyt nh mua hng v cc yu t nh hng n hnh vi ca khch hng l ngi tiu dng v khch hng l t Gii thch c tin trnh hoch nh chin lc marketing vi cc bc cn thit ca n: phn tch SWOT, thit lp mc tiu marketing, phn khc th trng, la chn th trng mc tiu, nh v thng hiu v trin khai marketing-mix.

mix -

Hiu nghi, mc tiu, vai tr v ni dung cu 4 P trong marketingGii thch c cc chin lc sn phm, chin lc trin khai sn phm mi, chin lc theo chu k sng ca sn phm. Gii thch c cc chin lc gi v cc phng php iu chnh gi Gii thch c cc quyt nh khi xy dng h thng phn phi v c s ca n. Hiu c c im ca mi cng c chiu th v gii thch c s ca phi thc chiu th. Cu trc ni dung mn hc : Mn hc c ging dy trn ging ng vi thi lng qui nh l 45 tit, nn c thit k thnh 9 bi, mi bi ng vi mt bui hc 5 tit nh sau: Bi 1 : Khi nim v marketing

S ra i v pht trin cu marketing. S cn thit cu marketing i vi doanh nghip Marketing l g? Bi 2 : Nghin cu marketing Khi nim v nghin cu marketing .
4

Qui trnh nghin cu marketing. Bi 3 :Th trng v hnh vi khch hng. Khi nim v th trng. Th trng sn phm tiu dng Th trng sn phm t chc Bi 4 : Phn khc th trng-La chn th trng mc tiu-nh v thng hiu

- Phn khc th trng. La chn th trng mc tiu. nh v thng hiu. Bi 5 : Hoch nh chin lc marketing -Khi nim v hoch nh chin lc marketing. -Phng php hoch nh chin lc marketing. -Ni dung k hoch marketing hng nm. Bi 6 : Sn phm. - Khi nim v sn phm Chin lc sn phm. Chin lc trin khai sn phm mi. Cc chin lc theo chu k sng ca sn phm. Bi 7 : nh gi. Vai tr, nghi v mc tiu ca vic nh ga. Cc yu t cn xem xt khi nh gi. Phng php tip cn tng qut v nh gi. Cc chin lc gi cho sn phm mi Cc phng php iu chnh gi Bi 8 : Phn phi. Vai tr cu phn phi Knh phn phi . Cc quyt nh phn phi.
5

Bi 9 : Chiu th. Khi nim v chiu th. c im ca mi cng c chiu th Phi thc chiu th. Phng php hc tp mn hc marketing cn bn Da vo kinh nghim ging dy v kinh doanh, chng ti thy rng Marketing cn bn l mt mn d hc, d hiu nhng kh lm. Bi v, cc hin tng marketing rt ph bin nh sn phm, gi bn, qung co, khuyn mi,c sn ngay bn cnh chng ta nn khi ly chng minh ha cho bi hc th cc bn sinh vin thch th, tip thu c ngay cc khi nim mi trong ngnh m mnh cha hc. Tuy nhin, khng phi sinh vin no cng hiu cc khi nim mt cch thu o, gii thch c, phn bit c chng v nht l vn dng c chng. Chnh v vy, gia tng hiu qu hc tp, chng ti ngh cc bn sinh vin tch cc t c ti liu nh, trc ht l gio trnh, cc ti liu tham kho, sau l cc bi bo, tp ch c lin quan. Cc bn sinh vin nn quan st cc hin tng, s kin marketing ang din ra trn th trng, tm kim cc v d minh ha cho tng khi nim va hc c. Cc bn sinh vin nn mnh dn chia s hiu bit ca mnh vi cc bn trong nhm v cng tho lun cch vn dng cc nguyn tc, cc phng php marketing gii quyt nhng tnh hung in hnh trong ti liu do ging vin t ra v c nhng tnh hung thc t trong cng vic ca mnh. Cui cng cc bn c th nu vn cn thc mc vi ging vin c gii p. Vi phng php hc tp ch ng nh vy, chng ti tin chc cc bn s t c mc ch yu cu ca mn hc, c kin thc nn vng chc cho cc mn hc marketing tip theo v tt nhin khi tham d kim tra cui k cc bn s t im cao. Ti liu tham kho chnh:

Mn hc ny c rt nhiu sch ca nhiu tc gi trong v ngoi nc bin son. Bn c th c bt k quyn sch no c ta l Marketing cn bn hoc Nguyn l marketing . Tuy nhin, trong khun kh ca chng trnh o to bc i hc nm th nht, bn nn tip cn trc nhng quyn sch sau y, c xem nh l cc ti liu tham kho chnh ca chng ta, nhanh chng lnh hi c kin thc c bn ca mn hc: 1. 2. 3. 4. 5. Quch Th Bu Chu v cc tc gi khc, Marketing cn bn, NXB Thng k, TPHCM, 2005 Philip Kotler (Hunh Vn Thanh dch), Nhng nguyn l tip th, NXB TP. HCM, 1994. V Th Ph, Marketing cn bn, i hc M bn cng TP.HCM, 1996. Nguyn Xun Qu v cc tc gi khc, Marketing cn bn, NXB Thng k, TPHCM, 1998. Nguyn nh Th & Nguyn Th Mai Trang, Nguyn l marketing, NXB HQG TP. HCM, 2003. Ngoi ra, bn cng nn c thm cc quyn sch khc trong ngnh, vit su hn vo mt lnh vc nht nh nh: qun tr marketing, nghin cu marketing, qung co, phn phi, bn hng, quan h cng chng (PR), thng hiu, nh v, cnh tranh, marketing dch v, marketing du lch, marketing quc t, v.vChng s gip cho bn o su hn v b sung thm c hiu bit su sc hn. a ch lin h v phn hi: Trong trng hp cn trao i, gp th xin cc bn lin lc n chng ti bng cc hnh thc gi in thoi, gi th in t: Nguyn Vn Thi T: 08.9312325 0903 357 503 E-mail: thimarketing@gmail.com
7

thi@truyenthongantiem.com

BI 1 KHI NIM V MARKETING GII THIU Cc bn ang ho hng bc vo mn hc mi m v hp dn. Trong bi hc u tin ny, bn s ln lt khm ph s ra i, pht trin ca ngnh marketing, s cn thit ca marketing trong doanh nghip, tin trnh marketing, cc thnh phn marketing v cc yu t trong mi trng marketing. MC TIU Sau khi hc xong bi ny, cc bn sinh vin c th : - Bit qu trnh pht trin ca ngnh marketing v nh hng marketing hin i. - Hiu c marketing l g v vai tr quan trng ca marketing. - S cn thit ca tin trnh qun tr marketing: phn tch - hoch nh thc hin - kim tra. - Bit c cc thnh phn marketing v cc yu t mi trng marketing NI DUNG CHNH 1. S RA I V PHT TRIN CA MARKETING. S xut hin ca ngnh marketing ch bt u t nhng nm 1900. C th khi qut ha qu trnh pht trin ca marketing thnh hai thi k: Thi k 1900-1960 v thi k 1960 n u th k 21. Thi k 1900-1960 l thi k marketing c xem l mt ngnh ng dng kinh t. Marketing l hot ng kinh t, n l mt ngnh con ca khoa hc kinh t. V vy, cc quan im marketing u gii hn trong hnh vi
9

kinh t ca cc thnh vin tham gia vo qu trnh marketing ny l con ngi v t chc. Ch th ca cc hot ng marketing trong th trng l cc nh marketing ch khng phi l ngi tiu dng. Nghin cu marketing l cn thit nhng ch c xem l vic cung cp thng tin u vo cho vic hoch nh cc chng trnh marketing. Thi k 1960 n u th k 21 l thi k marketing l mt ngnh ng dng ca khoa hc hnh vi. Marketing lin quan n trao i kinh t by gi c cho rng lin quan n trao i gi tr. Ch th ca cc hot ng marketing trong th trng l ngi tiu dng, khi nim tha mn ngi tiu dng tr thnh khi nim trung tm. Marketing l hot ng ca x hi, va chi phi x hi va chu x hi chi phi. Cc yu t mi trng marketing c nghin cu su sc. Mc tiu marketing hng vo li ch ca khch hng, cng ng v x hi ch khng phi ch l li nhun ca doanh nghip. Tm nhn ca marketing t hng mang tnh chin thut sang nhng vn mang tnh chin lc di hn. Cng c nghin cu marketing l mt b phn cn thit trong sut qu trnh qun tr marketing. y chnh l nh hng qun tr, nghin cu, ging dy v hc tp marketing m chng ta s tip cn. 2. S CN THIT CA MARKETING I VI DOANH NGHIP Cc hot ng marketing nh chng ta d thy nht l phn phi, qung co, khuyn mi, trng by, cho hng, v.v . Cc hot ng marketing nh vy s tc ng mnh m n khch hng tim nng lm cho khch hng chn sn phm ca doanh nghip thay v khch hng chn mua sn phm ca i th cnh tranh. Do , marketing c th c gii thch nh l mt qu trnh hot ng t c s trao i t nguyn gia: khch hng mua hay s dng mt sn phm v nhng doanh nghip sn xut, cung cp v bn sn phm . Trong mt th trng kinh doanh c cnh tranh th khch hng c th la chn gia cc sn phm, cc thng hiu khc nhau nn cc doanh nghip
10

phi tin hnh hot ng marketing. Marketing hng dn, ch o v phi hp cc hot ng khc trong sn xut kinh doanh. Nh hot ng marketing cc quyt nh ra trong sn xut kinh doanh c c s vng chc hn: doanh nghip nn u t sn xut ci g, bao nhiu, sn phm c c im th no, bn u, mc gi no l hp l, Marketing nh hng n doanh s, chi ph, li nhun v qua n hiu qu kinh doanh ca doanh nghip. S thnh cng hay tht bi ca hot ng marketing s quyt nh s thnh bi ca doanh nghip. 3. MARKETING L G ? Marketing l mt qu trnh bao gm tt c cc hot ng cn thit nghin cu, hoch nh, trin khai thc hin, kim sot v nh gi nhng n lc marketing ca mt doanh nghip nh nh gi, chiu th, phn phi cc hng ha, dch v nhm mc ch to ra cc giao dch tha mn mc tiu ca khch hng, ca doanh nghip v ca x hi. Chc nng nghin cu, hoch nh s to ra nhng chin lc v k hoch marketing. Vic trin khai thc hin cc chin lc v k hoch marketing i hi phi c cng tc t chc, b tr nhn s, qun l phng marketing cng cc nhn vin v cc nh t vn bn ngoi (nu c s dng, v d nh cc doanh nghip qung co, nh t vn quan h vi cng chng). Cc nh qun tr marketing cng chu trch nhim kim sot v nh gi cc n lc marketing m bo rng cc chin lc v k hoch c trin khai nh d nh, v thnh cng c th o lng c. Marketing bao gm nhiu hot ng khc nhau v c lin quan mt thit vi nhau v vi cc hot ng khc trong doanh nghip, cc hot ng marketing c tin hnh lin tc trn nhiu khu vc, nhiu a bn khc nhau vi cc chng trnh khc nhau, vi nhiu nhn vin tham gia cng nh s h tr t nhiu b phn khc trong doanh nghip v c bn ngoi doanh nghip.

11

Do , marketing cn phi c k hoch, phi c sp xp, phi hp, kim sat, tc l phi c qun tr tt. Ni dung c bn ca cc hot ng marketing k trn tp trung vo 4 thnh phn m doanh nghip phi hp s dng (marketing-mix) tc ng vo th trng. l sn phm (product), gi c (price), phn phi (place), chiu th (promotion); gi tt l 4P. Chng l cc yu t m doanh nghip kim sat c. Mi trng marketing bao gm cc yu t doanh nghip khng kim sat c. Mi trng vi m gm khch hng, i th cnh tranh, nh cung cp, cc trung gian marketing ( i l, nh bn s, bn l, cng ty nghin cu th trng, dch v qung co, ) v cc gii cng chng trong cng ng. Mi trng v m bao gm mi trng dn s, kinh t, vn ha, x hi, lut php, chnh tr, thin nhin v cng ngh. Mi trng marketing to nn cc c hi v e da cho doanh nghip. Nh marketing phi bit tn dng cc c hi cng nh khc phc cc e da gip doanh nghip t c cc mc tiu ra.

12

Hnh 1. Marketing v cc yu t mi trng

13

TM TT BI Ngnh marketing ch bt u xut hin t nhng nm 1900, qu trnh pht trin vi hai thi k : trc, marketing c xem l mt ngnh ng dng kinh t v gn y marketing l mt ngnh ng dng ca khoa hc hnh vi. Marketing l mt qu trnh bao gm tt c cc hot ng cn thit nghin cu, hoch nh, trin khai thc hin, kim sot v nh gi nhng n lc nh nh gi, chiu th, phn phi cc hng ha, dch v nhm mc ch to ra cc giao dch tha mn mc tiu ca khch hng, ca doanh nghip v ca x hi. Trong th trng cnh tranh, s thnh cng hay tht bi ca hot ng marketing s quyt nh s thnh bi ca doanh nghip.

CU HI N TP 1. Marketing trong doanh nghip c vai tr quan trng nh th no? (Bn c th tr li cu hi ny t suy ngh: nu khng c cc hot ng marketing trong doanh nghip th sao, doanh nghip s gp nhng tr ngi g trong cnh tranh, tiu th sn phm, v.v) 2. Bn hy ln lt nu chc nng, qui trnh, mc tiu ca marketing. 3. Hy nu cc thnh phn c bn ca marketing. Theo bn, c th b bt i mt trong bn thnh phn ny c khng, v sao?. TI LIU THAM KHO Cc bn c th tm hiu su vo s ra i v pht trin ca marketing bng cch c t trang 1 n trang 15 sch Nguyn l marketing ca tc gi Nguyn nh Th & Nguyn Th Mai Trang, NXB HQG TP. HCM, 2003.

14

BI 2 NGHIN CU MARKETING GII THIU Marketing hin i ku gi: Hy lm ra nhng g bn c th bn c thay v c bn nhng g bn c th lm ra, ni cch khc Mi cu phi hp vi khu v ca c, ch khng phi ph hp vi ngi i cu. Nh kinh doanh phi xut pht t khch hng, t th trng ch khng phi t mun ch quan ca mnh. Do phi nghin cu cn thn v phi c phn ng linh hot. Tuy nhin, chng ta cn hiu r v bn cht ca hot ng nghin cu marketing l g, vai tr, cc lnh vc ng dng ca n. Mt cuc nghin cu marketing c thc hin nh th no. cng ni dung c ln lt trnh by trong bi ny. MC TIU Sau khi hc xong bi ny, cc bn sinh vin c th: - Phn bit c v s dng ng cc thut ng: marketing, nghin cu marketing. - Hiu s cn thit phi tin hnh nghin cu marketing - Gii thch c qui trnh nghin cu marketing. NI DUNG CHNH 1. KHI NIM V NGHIN CU MARKETING 1.1 Nghin cu marketing l g ? Nghin cu marketing l ton b qu trnh hot ng c h thng v khch quan bao gm vic thit k, thu thp, x l, phn tch cc thng tin v bo co
15

cc khm ph c lin quan n vic nhn din v gii quyt bt c vn no trong lnh vc marketing. 1.2 i tng nghin cu ca nghin cu marketing l g ? Nghin cu marketing c th tp trung vo cc i tng: Nghin cu v cc c tnh ca ngi tiu dng mt sn phmnht nh. Nghin cu ng c mua hng v cc yu t nh hng n hnh vi mua hng. Nghin cu o lng qui m th trng, th phn, d bo nhu cu, tm kim th trng mi. Nghin cu v cnh tranh. Nghin cu ci tin sn phm. Nghin cu v phn phi. Nghin cu v gi c. Nghin cu qung co. Nghin cu v hot ng bn hng. 1.3 Nghin cu marketing c vai tr g ? Nghin cu marketing cung cp thng tin khch quan v c vn cho nh qun tr trong vic ra cc quyt nh trong kinh doanh, trong marketing; thay v h ch da vo kinh nghim v phn on. Nghin cu marketing gp phn lm tng kh nng ra quyt nh ng n ca nh qun tr. 1.4 Nghin cu marketing mang li li ch g cho doanh nghip? Nh nghin cu marketing, cc doanh nghip c th gim bt c cc ri ro trong kinh doanh, tm kim c nhng c hi mi, nhng th trng mi qua tng doanh thu v li nhun. C th, vic nghin cu marketing gip:

16

- Cung cp thng tin cho vic hoch nh chin lc v k hoch marketing, t chc thc hin c hiu qu, kim sot c nhiu mt ca k hoch marketing v nh gi chnh xc vic thc hin. - Phc ha v xut cc gii php cho nhng vn hin ang gy ra tnh trng km hiu qu. Qua nghin cu marketing c th thy rng s km hiu qu ny c th c sa cha bng cch loi b hay ci tin cc phng thc hot ng hoc i mi sn phm. - Lm gim bt nhng ri ro do nhng bin chuyn ca th trng khng lng trc c, nhm ng ph vi nhng bin chuyn y. - Pht trin th trng mi, sn phmmi hoc ci tin nhm to ra nhng ngun bn v li nhun mi. - H tr cho vic qung co, bn hng thng qua vic nghin cu thi ca ngi tiu dng vi cc sn phm tung ra. 1.5 Cc lnh vc ng dng ca nghin cu marketing. Nghin cu marketing ng dng vo vic: Hoch nh chin lc v k hoch marketing, Gii quyt vn marketing pht sinh. Theo di cc hot ng marketing nhm iu chnh nhng sai lm, ng thi d bo tnh hnh th trng i ph. 2. QUI TRNH NGHIN CU MARKETING Qui trnh nghin cu marketing gm 8 bc sau: Bc 1: Xc nh vn marketing cn nghin cu Trong s nhiu vn marketing m doanh nghip ang phi i ph, nh qun tr cn chn mt hay vi vn quan trng nht v cp bch nht tin hnh nghin cu, trong iu kin b hn ch v ngn sch thi gian v nhn s.
17

Bc 2: Chun b k hoch v cng nghin cu Trong k hoch s xc nh cc thng tin cn thu thp gii quyt vn marketing, cc phng php c s dng thu thp thng tin, x l thng tin, kinh ph, thi gian v lc lng tham gia nghin cu, Nh c k hoch, cuc nghin cu s tin hnh mt cch khoa hc, hp l v hiu qu.

Xc nh vn marketing cn nghin cu Chun b k hoch v cng nghin cu S dng cc d liu c sn (thng tin th cp)

Chn la cc phng php thu thp thng tin s cp

Chn mu nghin cu Xy dng bng cu hi hoc phiu quan st

Thu thp & x l, phn tch thng tin thu thp c

Trnh by kt qu nghin cu

18

Hnh 2. Qui trnh nghin cu marketing Bc 3: S dng cc d liu c sn Nh nghin cu s dng cc loi thng tin bn trong nh cc ha n, bo co bn hng, v bn ngoi doanh nghip c lin quan n vn , ph bin trn bo, i, trn mng Internet,Vic s dng cc thng tin c sn tit kim chi ph, thi gian nghin cu. Bc 4: Chn la cc phng php thu thp thng tin s cp i vi cc thng tin nh nghin cu cn nhng cha c sn, phi tin hnh thu thp nhng thng tin trc tip bng cc phng php thch hp. Ty trng hp v iu kin c th, c th dng phng php phng vn c nhn trc din hoc qua in thoi, iu tra bng th, tho lun nhm chuyn , quan st, th nghim. Bc 5: Chn mu nghin cu quan st hay iu tra, nh nghin cu cn tin hnh chn mu gm mt s lng gii hn cc i tng mang tnh i din cho tng th. Sau khi c thng tin thu c t mu nghin cu, nh nghin cu s suy rng cho th trng mc tiu hay tng th nghin cu. Bc 6: Xy dng bng cu hi hay phiu quan st Cng c thu thp thng tin quan trng nht khi dng phng php iu tra, phng vn l bng cu hi hoc phiu tham d kin. Bng cu hi s tp trung vo vic thu thp cc thng tin cn thit, c sp xp theo mt th t hp l, dng ng lot cho tt c cc phn t trong mu nghin cu. Phiu quan st cng hng dn v ghi nhn cc d liu thu thp theo mt khun thng nht. Bc 7: Thu thp, x l, phn tch thng tin

19

Cc thng tin s c thu thp, bin tp hiu chnh trnh sai st hay mu thun. Sau , thng tin s c m ha v nhp d liu vo my tnh. Nh nghin cu s dng phn mm thng k m t hoc phn tch, kim nh gi thuyt i vi cc bin s cn nghin cu. Bc 8: Trnh by kt qu nghin cu Nh nghin cu da trn nhng thng tin c x l vit bo co kt qu nghin cu. Trong bo co, phi trnh by y cc kt qu hay cc khm ph thu c trong qu trnh nghin cu. Nu c th, nh nghin cu s nu ln mt s kin ngh hay xut nhm gii quyt cc vn cho nh qun tr tham kho. C th km theo cc minh ha bng th biu , tranh, nh, on phim, TM TT BI Nghin cu marketing l qu trnh thit k, thu thp, x l, phn tch cc thng tin v bo co cc khm ph trong lnh vc marketing: v ngi tiu dng, v th trng, cnh tranh, v sn phm, phn phi, gi c, qung co, bn hng, Cc quyt nh ca nh qun tr nu c cn c vo kt qu nghin cu marketing s ng n hn, c th gim bt c cc ri ro trong kinh doanh, tm kim c nhng c hi mi, nhng th trng mi qua tng doanh thu v li nhun. Mt cuc nghin cu marketing c tin hnh tun t qua 8 bc sau: xc nh vn marketing cn nghin cu, chun b k hoch v cng, s dng cc d liu c sn, chn la cc phng php thu thp thng tin s cp, chn mu nghin cu, xy dng bng cu hi hay phiu quan st, thu thp, x l, phn tch thng tin v bc cui cng l trnh by kt qu nghin cu. CU HI N TP 1. Nghin cu marketing l lm g, l nghin cu nhng g?

20

2. Theo bn, cc thng tin cn thu thp ci tin sn phm l g?.( Bn c th tr li cu hi ny bng cch xem bi 6.Sn phm, mc1.2, bit rng cc yu t trong mt sn phm gm nhng g. Bn hy ly v d sn phm l ti vi. Bn cn ly kin nh gi ca khch hng v tng yu t ny. Thng tin t khch hng l c s cho vic quyt nh ci tin g trong sn phm hin c ca bn) . 3. Gii thch tnh logic ca cc bc trong qui trnh nghin cu marketing. TI LIU THAM KHO Cc bn c th tm hiu su vo cc bc ca qui trnh nghin cu marketing,bng cch tham kho sch Nghin cu tip th, tc gi Trn Xun Kim v Nguyn Vn Thi, NXB Thng K, 2001. Mi bc tng ng s l mt chng ca sch. Lm th no xc nh vn tip th cn nghin cu, son k hoch nghin cu phi c nhng ni dung g, u im v hn ch ca tng phng php thu thp d liu, trng hp no nn s dng v cch thc thc hin phng php cho c hiu qu, thit k bng cu hi, chn mu, x l d liu thu thp,u trnh cn k trong sch.

21

BI 3 TH TRNG & HNH VI KHCH HNG GII THIU Marketing hin i cho rng cha kha t mc tiu ca doanh nghip l xc nh c ng nhu cu, c mun ca khch hng v tha mn chng mt cch c hiu qu hn cc i th cnh tranh. B quyt thnh cng trong hot ng marketing l kh nng am hiu khch hng. chnh l ngha v s cn thit ca bi ny. Ni dung ca bi s ln lt trnh by t cc khi nim c bn nht trong marketing l th trng, nhu cu, c mun, hnh vi khch hng, cc loi th trng: th trng tiu dng, th trng t chc. Sau , l qu trnh quyt nh mua hng ca ngi tiu dng, ca khch hng t chcv cc yu t nh hng n hnh vi ca h. MC TIU Sau khi hc xong bi ny, cc bn sinh vin c th: - Hiu mc phn bit c v s dng ng cc khi nim: nhu cu, c mun, th trng, hnh vi khch hng, th trng tiu dng, th trng t chc. - Hiu c s cn thit phi nghin cu hnh vi ca khch hng. - Gii thch c qu trnh quyt nh mua hng ca ngi tiu dng v cc yu t nh hng n hnh vi ca khch hng tiu dng - Gii thch c s khc bit ca qu trnh quyt nh mua hng ca ngi tiu dng vi qu trnh quyt nh mua hng ca t chc v cc yu t nh hng. NI DUNG CHNH

22

1. KHI NIM V TH TRNG 1.1 Th trng l g? Theo quan im ca nhng nh nghin cu v qun tr marketing, th trng bao gm cc c nhn hay t chc thch th v mong mun mua mt sn phm c th no nhn c nhng li ch tha mn mt nhu cu, c mun c th v c kh nng tham gia vo vic trao i ny. 1.2 Phn loi th trng C nhiu cch phn loi th trng. Cn c vo hnh vi v mc ch tiu dng sn phm ca ngi mua, ta c hai loi th trng, l th trng sn phm tiu dng v th trng sn phm cng nghip cn gi l th trng cc t chc. Th trng sn phm tiu dng l th trng trong khch hng l c nhn v h gia nh mua sn phm phc v tiu dng cho chnh mnh. Th trng sn phm cng nghip l th trng trong khch hng l cc t chc, l cc cng ty, cc n v kinh doanh, cc t chc phi li nhun, cc c quan ca chnh ph , Cn c vo c tnh tip xc khi trao i, ta c hai loi th trng, l th trng thc v th trng o. Th trng thc ngi mua v ngi bn gp nhau thc hin cc giao dch. Th trng o l cc giao dch c thc trn mng Internet. Cn c vo c tnh hu hnh ca sn phm trao i, ta c hai loi th trng, l th trng hng ha v th trng dch v. Ngoi ra, khi nim th trng c dng ch nhng ngnh cu th nh th trng du lch, th trng bia, th trng xe hi, th trng chng khan, v.vMun tin hnh marketing hiu qu, nh qun tr phi nghin cu su vo th trng m mnh theo ui, v mi th trng c s khc bit nht nh. 2.TH TRNG TIU DNG 2.1 Nhu cu l g?
23

Nhu cu (need) l trng thi cm thy thiu thn ni mt ngi no . Nhu cu ca con ngi a dng v phc tp. Nhu cu n, ung, nhu cu s m p v an ton, nhu cu v ti sn, th lc, tnh cm,Khi nhn thc c nhu cu, con ngi s tm cch, tm vt g tha mn n. T hnh thnh nn c mun. 2.2 c mun l g? c mun (want) l hnh thi ca nhu cu do vn ha v bn sc ca mi ngi to nn. Khi i, mt ngi Vit Nam mun n cm, ngi khc mun n ph. Khi i, mt ngi M mun n hamburger, ung Coca-Cola. c mun c phi by thnh nhiu vt th, gi nn s hiu k, thch th v khao kht ca con ngi. 2.3 Sc cu l g ? Cc nh tip th khng to ra nhu cu, m c gng to ra s ni kt cho sn phm lm ra vi nhu cu ca con ngi. Nu ngi tiu dng c c mun v sn phm no th h c th mua n. c mun s tr thnh sc cu (demand) khi ngi tiu dng c kh nng chi tr c sn phm. Nhu cu tr thnh hnh vi mua hng. Hiu c cch ng x ca khch hng c nhn v t chc l mt iu kin tin quyt marketing hiu qu. 2.4 Hnh vi khch hng l g ? Hnh vi khch hng l nhng suy ngh, cm nhn v nhng hnh ng m h thc hin trong qu trnh tiu dng. l cch chn la, mua, s dng, ng x sau khi mua hng v c chu s tc ng ca cc yu t kch thch t mi trng. 2.5 L thuyt nhu cu ca Maslow L thuyt nhu cu ca Maslow phn no gii thch c ng lc kch thch hnh vi khch hng. Maslow phn chia cc nhu cu ca con ngi lm 5

24

mc, xp theo th t t thp n cao, thng c biu din di dng thp. Mt cch biu din khc l hnh ci thang :

5. Nhu cu t th hin bn thn 4. Nhu cu mun c tn trng 3. Nhu cu c tnh x hi 2. Nhu cu an ton 1. Nhu cu sinh l Nhng nhu cu sinh l l cn bn nht, gm nhu cu thc n v ung, nh , qun o, th gin. Chng c u tin tho mn trc khi con ngi ngh n mc nhu cu tip theo. Hu ht mi ngi c mong mun v an ninh v an ton, khng gp phi nhng iu bt ng. Mong mun c cc t chc x hi chp nhn l nhu cu c tnh x hi hay nhu cu c t chc. Nhu cu t trng l nhng mong mun c c a v, s knh trng, thnh t v thnh tch trong mt mnh v mi ngi. Hin thc ho tim nng pht trin ca mnh v khm ph ra kh nng ca chnh mnh l nhu cu t th hin bn thn. Khch hng phi tho mn nhng nhu cu mc thp nh nhu cu sinh l v an ton trc nhng nhu cu mc cao hn nh nhu cu x hi, t trng v t th hin bn thn. Mt khi mt loi nhu cu no c tho mn, con ngi s tm cch tho mn nhng nhu cu tip theo cao hn. Maslow cho rng khi mt mc nhu cu c tho mn, n s khng ng vai tr kch thch na. 2.6 Tin trnh ra quyt nh mua hng

25

Khch hng phi tri qua nhiu giai on trc v sau khi quyt nh mua. C 5 giai on phn bit trong tin trnh ra quyt nh mua hng :
Nhn thc c nhu cu

Tm kim thng tin

nh gi cc gii php

Quyt nh mua hng

Tm trng sau khi mua

Khng phi tt c nhng quyt nh mua hng u ging nhau. Chng i hi nhng mc n lc khc nhau t khch hng, i khi h b qua mt hay nhiu giai on. S thay i ny tu theo s ln mua v mc cm nhn khc bit gia cc phng n khc nhau. Hiu qu ca cc loi qung co v chiu th khc nhau cn thay i theo tng giai on ca tin trnh mua hng. Do , mun thnh cng, cc nh qun tr marketing phi hiu c nhng tin trnh quyt nh mua hng ca khch hng. Hnh v di y cho chng ta nhn thy tng th hnh vi khch hng. Qa trnh quyt nh mua nh trnh by trn ph thuc vo cc c im ca ngi mua. l cc yu t tm l nh nhn thc, cm nhn, ng

26

lc,xut pht t c tnh c nhn nh tui tc, ngh nghip, hon cnh kinh t, li sng,c tnh c nhn ny chu tc ng t gia nh, nhm bn b, cu lc b, ng nghip, vai tr a v ca h trong x hi. Cc yu t x hi ny chu nh hng t cc quan im, quan nim, cc gi tr, c tin, phong tc tp qun, gn vi quc gia, dn tc, tn gio,tc l vn ha. Ngoi ra, ngi mua c th thay i cc quyt nh ca mnh v tc ng ca kch thch marketing nh khuyn mi, qung co, hay s tng gim ca gi bn,..cng nh bin ng khc t nn kinh t nh s tng gim ca li sut ngn hng, lm pht, Kch thch Cc kch thch khc Kinh t Cng ngh Chnh tr Vn ha Cc c im Qu trnh quyt nh ca mua Sn phm Gi c Phn phi Chiu th Vn ha X hi C nhn Tm l - Nhn thc vn - Tm kim thng tin - nh gi cc phng n - Quyt nh mua - Thi sau khi mua ngi ca ngi mua Cc quyt nh ca ngi mua Chn sn phm Chn nhn hiu Chn ni mua Chn lc mua S lng mua Hnh 3. M hnh tng qut v hnh vi khch hng tiu dng 3. TH TRNG T CHC 3.1 Cc loi th trng t chc

Marketing

27

C 3 loi th trng t chc l: 1. Th trng cng nghip 2. Th trng bn li. 3. Th trng chnh ph v cc nh ch Th trng cng nghip bao gm khu vc t nhn, cc t chc tm kim li nhun mua hng ho v dch v sn xut hng ho v dch v khc bn, cho thu, hoc cung cp cho ngi khc. Cc t chc ny mua sn phm t k ngh ch bin, giao thng, vn ti, truyn thng, ngn hng, nng, lm, ng nghip, Th trng bn li gm tt c nhng nh bn s v l mua hng ho v dch v bn li, hoc cho ngi khc thu kim li . Nhng nh ch bao gm bnh vin, trng i hc, trng trung hc, hip hi, v nhng t chc phi li nhun khc. Chnh ph v cc nh ch l nhng ngi tiu th cc sn phm, dch v thc hin cc chc nng ca h. 3.2 M hnh tng qut v hnh vi mua ca t chc Hnh vi mua ca t chc c khuynh hng phc tp hn hnh vi mua ca ngi tiu dng bi v c nhiu ngi lin quan n qu trnh quyt nh hn, nhng xut mua khc nhau c i hi, cc yu t khch quan nh gi thnh, v tin nghi ca dch v c th c gi tr hn nhng yu t cm xc. Kch thch marketing Cc kch thch khc Trung tm mua Sn phm Gi c Kinh t Cng ngh Tin trnh Chn sn phm, dch T chc Cc quyt nh ca ngi mua

28

Phn phi Chiu th

Chnh tr Vn ha Cnh tranh

quyt nh mua nhng nh hng qua li gia cc c nhn v ca tng c nhn

v Chn nh cung cp, khi lng t mua iu kin v thi hn giao hng.

nhng nh hng v mt t chc

iu kin dch v iu kin thanh ton

Hnh 4. M hnh tng qut v hnh vi mua ca t chc

phc tho c chin lc markeing nh tip th cn phi tm hiu nhng g xy ra bn trong t chc. Nh tip th phi nghin cu bit c nhng ai tham gia vo quyt nh mua hng ca t chc. Cc c im c nhn cu tng con ngi ny, nh hng tng tc gia h, cc c im ca t chc , tc ng ca mi trng ln yu cu mua ca t chc. T , nh marketing s vch k hoch tip cn vi h, ly lng hoc lm va lng h bng c hai loi yu t: yu cu c nhn v ga tr ca sn phm.

TM TT BI Theo quan im marketing, th trng bao gm cc c nhn hay t chc thch th v mong mun mua mt sn phm c th no nhn c nhng li ch tha mn mt nhu cu, c mun c th v c kh nng tham gia vo vic trao i ny. Th trng c phn loi l th trng sn phm tiu

29

dng v th trng sn phm cng nghip, l th trng thc v th trng o, l th trng hng ha v th trng dch v, hoc c phn loi c th nh th trng du lch, th trng bia, th trng xe hi, th trng chng khan, v.v Khch hng phi tri qua 5 giai on phn bit trong tin trnh ra quyt nh mua hng: nhn thc vn , tm kim thng tin, nh gi cc phng n, quyt nh mua, thi sau khi mua. Cc giai on ny c th thay i ny tu theo s ln mua v mc cm nhn khc bit gia cc phng n mua hng khc nhau. Ton b qu trnh mua hng b nh hng bi cc yu t gn lin vi ngi mua v vn ha, x hi, c nhn, tm l. ng thi, ngi mua cn b tc ng bi cc bin ng v tnh hnh kinh t, cng ngh, chnh tr, vn ha v nht l cc kch thch marketing do cc cng ty v ngi bn to ra.

Khch hng trong th trng t chc c hnh vi mua phc tp hn hnh vi mua ca ngi tiu dng bi v c nhiu ngi lin quan n qu trnh quyt nh hn, nhng xut mua khc nhau lun c i hi v so snh, cc yu t khch quan nh gi thnh, v tin nghi ca dch v c th c gi tr hn nhng yu t cm xc. CU HI 1. Nhng nguyn nhn chnh thc y ngi tiu dng mua hng?. Lit k cc yu t nh hng n quyt nh mua hng ca h. 2. Bn tng chn v gi bia ( Si gn, Tiger, Heineken,) ung. Hy gii thch v quyt nh mua hng ny. Bn hy tm hiu v gii thch s khc bit gia quyt nh mua bia ca mnh vi quyt nh mua bia ca mt ngi khc. ( Bn ung u n sau mi ngy lm vic mt nhc, ung nh thng cho chnh mnh, ung ng loi bia, nhn hiu bia m bn thch, ung vi

30

mt vi ngi bn thn?. Hay bn ch ung bia vo dp c bit, ung v giao t nn bn chn bia theo s thch ca ngi m bn mun h vui, h h tr cho s thnh t ca bn?. Hay bn ung qun i mt s bun phin?. v.vKhi tr li cc cu hi gi ny bn s khm ph ra rng trong thc tin c cc quyt nh mua khng ging nhau). 3. Phn tch 5 bc trong qu trnh ra quyt nh mua hng ca ngi tiu dng. 4. Gii thch c s khc bit ca qu trnh quyt nh mua hng ca ngi tiu dng vi qu trnh quyt nh mua hng ca t chc v cc yu t nh hng. TI LIU THAM KHO Cc bn c th tm hiu su vo cc khi nim v th trng, nhu cu, c mun,bng cch c t trang 21 n trang 30 chng 1 sch Nhng nguyn l tip th, tc gi Philip Kotler (Hunh Vn Thanh dch), NXB TP. HCM, 1994. Cng trong sch ny cc th trng tiu th: nhng yu t nh hng n hnh vi ngi mua, tin trnh quyt nh ca ngi mua c trnh by chi tit trong chng 5, 6,7 bt u t trang 221 v th trng t chc chng 8 ca sch. Mt ti liu c th c v hiu nhanh l ti liu hng dn hc tp mn hnh vi khch hng, ca tc gi H Th Thy Dng v V Vit Hng, H M TP.HCM, 2006.

31

BI 4 PHN KHC TH TRNG LA CHN TH TRNG MC TIU NH V THNG HIU

GII THIU Cc bn d dng ng vi chng ti rng ngi tiu dng ch c th mua mt sn phm khi h bit n sn phm, hiu cc c tnh v li ch sn phm mang li cho h, ch c th mua khi h thch, h a chung v tin tng vo sn phm . Chnh v vy, marketing phi tc ng vo tm l ca ngi tiu dng, phi tm vo c mt ch ng cho sn phm trong tm tr ca h. lm c iu , cc bn s tng bc tm hiu v cc phn khc th trng, la chn th trng mc tiu, nh v thng hiu trong bi hc ny. MC TIU Sau khi hc xong bi ny, cc bn sinh vin c th: - Phn bit c cc cng vic phn khc th trng, la chn th trng mc tiu, nh v thng hiu v mi lin h gia chng. - Gii thch c v sao phi phn khc th trng, la chn th trng mc tiu, nh v thng hiu. - Bit c cc bc cn thit khi phn khc th trng, khi la chn th trng mc tiu, khi nh v thng hiu. NI DUNG CHNH 1. PHN KHC TH TRNG 1.1 Phn khc th trng l g ?

32

Phn khc th trng c nh ngha l mt qu trnh phn chia mt th trng ton phn hoc mt khu vc th trng thnh nhng khc th trng, nhng nhm nh v mc ch marketing. Mi mt khc th trng l mt nhm nhng khch hng c th nhn din c, cc khch hng trong c c im chung v cng tm kim nhng li ch ging nhau vi mc u tin ging nhau. Vic hnh thnh mt s khc th trng m ng cho quyt nh la chn th trng mc tiu cho mt doanh nghip nhm n. Cn lu , nh qun tr marketing khng to ra c phn khc m nh qun tr ch nhn dng c phn khc v la chn phn khc ph hp cho doanh nghip mnh. 1.2 V sao phi phn khc th trng ? Cc cng ty thc hin phn khc th trng v l do : Qu trnh phn khc th trng gip nng cao s hiu bit v th trng, c bit l bn cht v s a dng ca nhu cu khch hng. S hiu bit v khch hng c nng cao s gip tha mn khch hng cao hn thng qua nhng chin lc th trng ca doanh nghip c mc tiu r rng hn. iu ny thc y vic thit k sn phm, chng trnh qung co, c trng tm hn. S kt hp gia vic tha mn nhu cu khch hng ngy cng cao hn vi vic phn b ngun lc hiu qu hn to nn li th cnh tranh v kh nng sinh li cao hn. 1.3 Phn khc th trng tin hnh nh th no ? Khi tin hnh phn khc th trng nh qun tr marketing chn cc tiu ch sau phn chia th trng thnh nhiu th trng nh : - a l : lc a, quc gia, vng, khu vc, tnh, thnh ph, th trn,

33

- Nhn khu hc: gii tnh, la tui, ngh nghip, trnh hc vn, thu nhp gia nh v c nhn, kch thc v thnh phn gia nh, tn gio, tng lp x hi, - Tm l: nhu cu, c mun, ng lc, li ch tm kim, tnh trng ngi dng, giai on sn sng mua, thi i vi sn phm, phong cch sng, mi quan tm, quan im, dp s dng, kh nng v s sn sng thanh ton. Cc tiu ch ny khng c xem l nhng la chn thay th nhau phn khc th trng. Chng trng lp nhau v b sung cho nhau m theo c th phn tch mt th trng nh gi v la chn t lot phn khc m n bao gm. Nhiu cng ty s dng t nht 3 trong s cc tiu ch ny khi tin hnh phn khc th trng. Nu phn khc theo mc s dng nh qun tr marketing c th chia khch hng lm 3 loi: t, va, nhiu. Theo mc mua, th c khch hng mua thnh thang, mua thng xuyn, mua ln u tin, Theo mi quan tm l khch hng quan tm cht lng, khch hng quan tm n gi c, quan tm dch v, V d, ngi tiu dng bia min Bc nc ta thch ung bia p lnh, cn ngi tiu dng bia min Nam th hu ht dng bia vi nc . Ngi ung ru th c khc nhau kh r rt, c ngi ung v giao t, ngi ung t thng, ngi ung nhiu gii su, ung nh l cch tm li thot, v c ngi ung nghin. Nh marketing cn thy c nhng khc th trng khc bit nh vy p ng cho tht ph hp. C rt nhiu cch phn khc th trng. Khng phi lc no tt c cc phn khc u hiu qu. V d, khch hng mua ti vi c phn thnh hai nhm l nhm khch bo ph v nhm gy cm, nhng iu ny s khng nh hng g n vic mua ti vi; hoc th trng mui n dnh cho nam v th

34

trng mui n dnh cho n l v l. Do , t li ch ti a th vic phn khc th trng phi t c cc yu cu sau y: 1. Nhn dng c: nh marketing phi xc nh r rng tng nhm khch hng, o lng c qui m, kh nng chi tr khi mua sm, c im v nhn khu ca mi nhm ny, 2. Phn bit c: Cc phn khc phi c phn ng khc bit r rt. V d hnh vi tiu dng mui n khng c g khc bit gia nam vi n th nam n trong trng hp ny khng th to nn hai phn khc c. 3. qui m: Nhng phn khc phi ln khi kinh doanh doanh nghip c th t mc li nhun mong mun. 4. Tip cn c: nh marketing c th thc hin cc cng c chiu th v phn phi c hiu qu. 5. n nh v kh thi: cc khc th trng phi tng i n nh trong mt khang thi gian doanh nghip tin hnh cc chng trnh marketing y v c th thnh cng. Vic phn khc th trng trong mi trng kinh doanh ang thay i nhanh chng nh hin nay l mt qu trnh ng. Tt c cc phn khc c kh nng trong mt tnh trng thay i lin tc, mt phn l p ng vi nhng chuyn dch trong nhng yu t quyt nh th trng bn ngoi v mt phn l nhng thay i trong thi , nhu cu v ng lc ca khch hng. Do , cn tip tc ci tin thm nhn thc ca cng ty v khch hng ca mnh v tho mn nhu cu ca h nhiu hn i th cnh tranh.

2. LA CHN TH TRNG MC TIU 2.1 V sao doanh nghip phi chn th trng mc tiu?

35

Trong thc t, cc cng ty vi ngun lc hu hn khng th tham gia nhiu vo ton b th trng. H thng quan tm st sao n nhng nhm khch hng nh hn trong th trng, m h nhn ra l c li nht cho cc hot ng marketing ca h. Khc th trng c chn l th trng mc tiu ca cng ty. Vic la chn th trng mc tiu c tnh ch quan v c th thay i khi c qu nhiu i th cnh tranh hoc khi th trng suy thoi lm cho vic theo ui th trng khng c hiu qu na. 2.2 Cch thc la chn th trng mc tiu nh th no? Sau khi phn khc th trng, cng ty thy c c im v nhng c may c th c tng phn khc. Trn c s y, cng ty xc nh nhng khc th trng hp dn nht nh: qui m nhu cu ln, tc tng trng cao, kh nng sinh li cao, t cnh tranh, t b rng buc bi cc qui nh, cch thc marketing n gin, d tip cn vi khch hng, v tr a l thun li, ... T nhng khc th trng hp dn nht, cng ty s chn cc khc th trng no ph hp nht vi s trng, kh nng ca mnh, khi kinh doanh pht huy c li th, c hiu qu, i th kh bt chc hoc khng bt chc c d dng c th khai thc thnh cng cc khc th trng . y chnh l cc th trng mc tiu m cng ty nhm n. Khi chn c th trng mc tiu , cng ty mi c c s ra chin lc marketing hu hiu.

3. NH V THNG HIU 3.1 Thng hiu l g? Trong marketing, thng hiu c xem l trung tm ca cc cng c marketing v thng hiu chnh l nhng g cng ty xy dng v nui dng cung cp cho khch hng mc tiu ca mnh.

36

Khi nim thng hiu c rt lu, khi kinh doanh cng ty s la chn v thit k cho sn phm ca mnh mt nhn hiu vi mt tn gi, mt biu trng v i ng k n vi c quan c thm quyn. Ti y nhn hiu s c xem xt v cp giy chng nhn s hu c quyn, khi nhn hiu tr thnh thng hiu ca doanh nghip. Thng hiu l mt ci tn, biu tng, k hiu, kiu dng hay mt s phi hp ca cc yu t trn nhm mc ch nhn dng sn phm hay dch v ca mt nh sn xut v phn bit vi cc thng hiu ca i th cnh tranh. Vi quan im truyn thng ny, thng hiu c hiu nh l mt thnh phn ca sn phm v chc nng chnh ca thng hiu l dng phn bit sn phm ca mnh vi sn phm cnh tranh cng loi. Gn y quan im thng hiu c nhiu thay i. Thng hiu l mt tp cc thuc tnh cung cp cho khch hng mc tiu cc gi tr m h i hi. Khch hng c hai nhu cu: nhu cu v chc nng v nhu cu v tm l. Sn phm ch yu cung cp li ch chc nng cho khch hng, cn thng hiu mi cung cp cho khch hng c hai. Nh vy, sn phm ch l mt thnh phn ca thng hiu. Sn phm l nhng g sn xut trong nh my, thng hiu l nhng g khch hng mua. Sn phm c th b bt chc nhng thng hiu l ti sn ring ca cng ty. Sn phm c th nhanh chng b lc hu, nhng to dng thng hiu thnh cng s khng bao gi b tt hu. Quan im mi v thng hiu ngy cng c nhiu nh nghin cu v thc tin chp nhn. Cc nh qun tr marketing phi n lc xy dng, qung b v pht trin c cc thng hiu mnh trn th trng mc tiu th cng ty mi c th cnh tranh v pht trin. 3.2 Gi tr thng hiu l g?

37

Gi tr thng hiu nn xem xt theo quan im khch hng, v khi khch hng nh gi cao mt thng hiu th h s c xu hng tiu dng thng hiu . Mt thng hiu c gi tr cao khi khch hng nhn bit nhiu v n, c n tng tt v cc thuc tnh m thng hiu cung cp li ch cho h v c s am m thng hiu th hin s yu thch i vi thng hiu, xu hng tiu dng thng hiu, trung thnh vi thng hiu. Cng ty no cng mun thng hiu ca mnh c gi tr cao. Do nh qun tr marketing ca cng ty phi bit nh v thng hiu. Vy nh v thng hiu l g, lm th no nh v thng hiu ?.

3.3 nh v thng hiu l g ? nh v thng hiu l qu trnh xy dng v thng t nhng gi tr c trng ca thng hiu mnh vo tm tr ca khch hng mc tiu. Ni cch khc, nhng nh qun tr marketing to ra nhng hnh nh c th khc bit vi i th cnh tranh v truyn t n khch hng theo mt cch thng nht vi hnh nh ny nhm cho khch hng nhn bit nhiu v thng hiu, c n tng tt v cc thuc tnh m thng hiu cung cp li ch cho h. nh v thng hiu i hi nh qun tr marketing phi khc bit ha cho thng hiu ca mnh, tc l to cho thng hiu ca mnh khc vi thng hiu cnh tranh nhng li c ngha vi khch hng. Doanh nghip c th khc bit ha thng hiu nh tt hn, mi hn, nhanh hn, hoc r hn, v.v Doanh nghip c th tm mt im khc bit c ngha t cc tiu chun sau y: - Quan trng: s khc bit phi cung cp li ch c gi tr cao cho mt s ng khch hng. - Phn bit: Khc hn vi i th canh tranh.
38

- Vt tri: Vt hn hn nhng g c trn th trng. - Tnh thng t: D dng truyn thng cho khch hng nhn bit. - Tnh tin phong: Xut hin u tin v kh b i th cnh tranh bt chc. - Kh nng thanh tan: Khch hng c kh nng chi tr cho im khc bit ny. - Li nhun: Thng hiu c th mang li li nhun t im khc bit ny. 3.4 Qui trnh nh v thng hiu: gm cc bc xc nh cc thng hiu cnh tranh, xc nh cc thuc tnh ca thng hiu, xy dng s v phn tch v tr cc thng hiu, quyt nh chin lc nh v. Vn chn v tr no v phng php nh v hon ton ty thuc vo ngun lc v th mnh ca cng ty. Sau khi cng ty quyt nh v chin lc nh v, h c th bt tay sang chin lc cc phi hp cc yu t marketing mt cch chi tit v c th. Nu cng ty chn gi cao / cht lng cao trong th trng , th cn phi nu ln c nhng u im v cht lng cao hn hn, tm kim nhng trung gian phn phi c uy tn v cch phc v, c nhng qung co thu ht khch hng v nhng hot ng khuyn mi nng ng v c hiu qu. Nhng quyt nh v v tr trong th trng ca doanh nghip cng xc nh r nhng i th cnh tranh l ai. Khi vch ra chin lc nh v, doanh nghip phi nm chc ch mnh, ch yu ca i th v chn ra mt v tr m doanh nghip c c li th cnh tranh mnh. V nhng mong mun ca khch hng ngy cng cao, nhng kh nng tho mn nhu cu ca cc i th cnh tranh khng ngng ci tin, nn vic hnh thnh thong hiu l mt qu trnh lin tc thay i. iu ny c gi tr i vi nhng sn phm mi, c thit k c mc ch t nhiu nm trc khi chng c a vo hot ng, cn i vi nhng sn phm hin ti th c

39

th c iu chnh theo thi gian thng qua vic b tr li cc thnh phn sn phm, thm ch c th l ti nh v sn phm. Tin trnh phn khc th trng, la chn th trng mc tiu v nh v thng hiu ng n l giai on u tin rt cn thit trong qu trnh tip theo l thit lp nhng mc tiu, nhim v marketing chnh xc, lp ngn sch, trin khai thc hin v kim sot cc hot ng marketing mt cch c hiu qu m chng ta s tip tc cc bi sau. TM TT BI

Phn khc th trng l mt qu trnh phn chia mt th trng thnh nhng khc th trng, mi mt khc th trng l mt nhm nhng khch hng cng tm kim nhng li ch ging nhau. Nh qun tr marketing cn thy c nhng khc th trng khc bit nh vy p ng cho tht ph hp. Khi tin hnh phn khc th trng nh qun tr marketing chn cc tiu ch thch hp v a l, v nhn khu hc hay tm l phn chia. Cc cng ty vi ngun lc hu hn khng th tham gia nhiu vo ton b th trng nn cng ty s chn cc khc th trng no hp dn nht v ph hp nht vi kh nng ca mnh khai thc gi l th trng mc tiu ca cng ty. Khi chn c th trng mc tiu, cng ty mi c c s ra chin lc marketing hu hiu. Thng hiu l mt tp cc thuc tnh cung cp cho khch hng mc tiu cc gi tr m h i hi. Mt thng hiu c gi tr cao khi khch hng nhn bit nhiu v n, c n tng tt, tiu dng v trung thnh vi thng hiu. Do nh qun tr marketing ca cng ty phi xy dng v thng t nhng gi tr c trng, khc bit ca thng hiu mnh vo tm tr ca khch hng mc tiu, qu trnh ny gi l nh v thng hiu. CU HI V BI TP

40

1. Phn khc th trng l g, v sao phi phn khc th trng? 2. Hy la chn cc tiu ch thch hp v tin hnh phn khc th trng cc sn phm sau: du gi u, bia, dch v l hnh, (Bn c th phn khc th trng bia Vit Nam theo tiu ch a l nh min, bn c th thy s khc bit v mc tiu th bia min Nam, min Bc theo ma; bn cng c th chn c tnh ca ngi ung bia v s tm thy loi ngi ung giao t, ung thng thc, ung nhiu ung nghin. Mi loi c c tnh khc nhau, kiu ng khc nhau). 3. V sao doanh nghip phi xc nh th trng mc tiu ca mnh? Mun xc nh th trng mc tiu th phi nh th no?. 4. Hy chn mt cng ty ang kinh doanh, tm hiu xem h ang theo ui th trng mc tiu no. Bn th nhn nh l do ca s la chn ny. 5. nh v thng hiu l g?. Hy nu mt s thng hiu Vit Nam ni ting trn th trng trong mi ngnh kinh doanh: du lch, nm cao su, giy dp, qun o may sn, vt liu xy dng, chng khan, a c, (Bn c th nu Saigontourist, Viettravel,.. trong du lch l hnh; Kymdan nm cao su, Vit tin, gch ng tm, Bitis, v.v) TI LIU THAM KHO Qua 4 bi hc, chc chn rng cc bn tham kho cc ti liu m chng ti gi hiu su vo cc ni dung ca bi hc. Cc bn nn ch ng tm c cc sch tng ng vi mi mt ni dung trong bi. Hin nay sch v lnh vc ny khng thiu v cn nhiu cc tp ch lin quan n marketing na. Chc cc bn thnh cng.

41

BI 5 HOCH NH CHIN LC MARKETING

GII THIU Bi hc th nm trnh by v vn hoch nh chin lc marketing. Nu ngha, vai tr, v tr v ni dung ca vic hoch nh. Trnh by v gii thch cc bc ca mt phng php hoch nh chin lc marketing c th. Cui bi s cung cp cho cc bn cc ni dung ca mt bn k hoch marketing hng nm. MC TIU Sau khi hc xong bi ny, cc bn sinh vin c th: - Gii thch c tin trnh hoch nh chin lc marketing vi cc bc cn thit ca n: phn tch tnh hnh, thit lp mc tiu marketing, lp cc chng trnh marketing. - Phn tch marketing v s dng ma trn SWOT nhm pht hin c cc gii php chin lc. - Gii thch c cc thnh phn marketing-mix v s cn thit phi phi hp 4P. NI DUNG CHNH

1. KHI NIM V HOCH NH CHIN LC MARKETING Hoch nh chin lc marketing l mt giai on quan trng trong tin trnh qun tr marketing, nhm pht trin v duy tr s thch nghi di hn gia mt bn l cc mc tiu v kh nng ca doanh nghip v bn kia l cc c may tip th y bin ng.

42

Tuy nhin chng ta cn lu rng, marketing l mt chc nng trong cng ty. Do , vic hoch nh chin lc marketing phi ph hp vi k hoch chin lc chung ca ton cng ty. Chin lc cng ty s ra cc mc tiu cho mi n v kinh doanh chin lc m cng ty ang quan tm, c gi l cc SBU (Strategic Business Units). V d, mt cng ty kinh doanh c cng lc cc sn phm chm sc c th, cc sn phm cht ty ra, nh vy doanh nghip ny ang c 2 SBU. Trong mi SBU, mt h thng cc k hoch chin lc s c son tho ra bao gm: chin lc sn xut, chin lc ti chnh, chin lc nhn s, v c chin lc marketing. Nu SBU bao gm nhiu nhiu sn phm v nhiu th trng th cc k hoch phi c tho ra cho tng th nh vy. V d, vi cc sn phm chm sc c th, cng ty c nhiu sn phm nh du gi, sa tm, kem dng da,cn vi cc sn phm cht ty ra, doanh nghip c nhiu sn phm nh bt git, nc ra chn, . Ngha l, chin lc marketing gn vi sn phm v th trng mc tiu m doanh nghip theo ui.

2. PHNG PHP HOCH NH CHIN LC MARKETING Cc bc chnh trong giai on hoch nh c trnh by theo s sau:

Bc 1 Phn tch tnh hung marketing Phn tch cc yu t nh hng n marketing ca SBU:

Bc 2 Thit lp mc tiu Phn khc th trng La chn th trng mc tiu

Bc 3 Lp cc chng trnh marketing Trin khai cc chng trnh marketing phi thc

43

mi marketing,

trng chin

nh v thng hiu. Thit lp h thng mc tiu c th: DS,TP, LN,.. Pht trin ngn sch dnh cho marketing, bao gm: ngun thu , chi ph, li nhun

lc, t chc, h thng, hiu sut, cc chc marketing. nng

Hnh 5. Tin trnh hoch nh chin lc marketing * Bc 1 : Phn tch tnh hung marketing Phn tch marketing bao gm mt lot cc cu hi c t ra dng li mt bc tranh v cc hot ng marketing cng ty c thc hin ra sao v kt qu nh th no trong bi cnh no. Nh qun tr marketing phi nh gi tc ng ca yu t bn trong cng nh bn ngoi n hot ng marketing cho SBU ca mnh, bao gm: + Cc yu t bn ngoi cn phn tch gm c: Mi trng v m: phn tch tc ng t cc yu t kinh t, dn s, chnh tr, php lut, cng ngh v mi trng t nhin n cng ty. Mi trng vi m: phn tch tc ng t cc yu t khch hng hin ti v tim nng, i th cnh tranh, trung gian, nh cung cp, cc gii cng chng n cng ty. Mi trng ni b: tc ng t ban lnh o v cc phng ban khc n marketing nh s hp tc, phi hp gia cc phng ban, a im, hnh nh cng ty, ti chnh, nhn s, sn xut.

44

Vic phn tch nh vy nhm tm ra cc c hi v nhng e da cho vic marketing cc SBU cc th trng m cng ty ang theo ui, cc th trng tim nng khc v mc h tr ca chnh cng ty dnh marketing. + Cc yu t bn trong cn phn tch bao gm : Chin lc marketing: nhim v kinh doanh, cc mc tiu v ch tiu marketing, chin lc marketing. T chc marketing: c cu t chc, hiu qu chc nng, hiu nng cng tc. Cc h thng marketing: h thng thng tin marketing, h thng hoch nh marketing, h thng kim tra marketing, h thng trin khai sn phm mi. Hiu sut marketing: phn tch doanh thu, th phn, kh nng sinh li, phn tch chi ph marketing trn doanh thu. Chc nng marketing: sn phm, gi c, phn phi, qung co, khuyn mi, tuyn truyn, lc lng bn hng. Vic phn tch nh th nhm tm ra cc im mnh v nhng im yu ca n lc marketing v kh nng marketing cho SBU cc th trng mc tiu ca cng ty so vi cc sn phm cnh tranh trong cc th trng . Tip theo, nh qun tr marketing s dng ma trn SWOT, l mt trong nhng k thut rt hu hiu v kh ph bin nhm pht hin cc gii php cho cc vn marketing. Ma trn SWOT phi hp 4 yu t: nhng mt mnh (Strengths), nhng mt yu (Weaknesses), nhng c hi (Opportunities) v nhng e da (Threats) to thnh bn hoc nhiu hn bn nhm gii php. Trc khi xy dng ma trn SWOT, nh qun tr marketing cn phi hon tt vic phn tch marketing thy c nhng c hi, nhng e da t
45

mi trng marketing v nhng mt mnh, nhng mt yu trong hot ng marketing ca doanh nghip. T , lit k 4 loi yu t trn vo 4 vung tng ng. Bc tip theo l so snh mt cch h thng tng cp cc yu t to ra cc cp phi hp logic nh S-O, S-T, W-O, W-T. y l bc kh khn nht ca vic thc hin ma trn SWOT v n i hi s phn on tt ca nh phn tch. Ngoi ra, cn c th hnh thnh cc gii php bng cch kt hp nhiu hn hai yu t nh S-W-O, S-W-T, S-O-T, . . . ty tnh hung c th. Strengths S Lit k cc mt mnh Opportunities O Lit k cc c hi Threats T Lit k cc e da Gii php SO S dng mt mnh khai thc c hi Gii php ST S dng mt mnh trnh cc e da Weaknesses W Lit k cc mt yu Gii php WO Khai thc c hi vt qua mt yu Gii php WT Gim thiu mt yu Trnh cc e da

Hnh 6. S ma trn SWOT * Bc 2 : Thit lp mc tiu marketing Mt chin lc marketing c hiu qu cn c mc tiu r rng. Trc ht, l mt nhm khch hng tiu th ca th trng mc tiu nht nh m cng ty hng n. Vic ny yu cu nh qun tr marketing phi phn khc th trng, la chn cc th trng mc tiu mt cch c th v nh v thng hiu th trng ny.

46

Cn phi trnh khi thit lp mc tiu marketing l khng c my mc thit lp mc tiu marketing da hon ton vo nhng kt qu ca thi k trc v cng khng c xy dng mc tiu marketing da trn nhng c on, nhng mong mun hay cm tnh t nhin. Phi xy dng chng da trn s phn tch v nghin cu k lng. Cc mc tiu phi thng nht vi gii php marketing chn v phi ph hp vi cc chin lc chung ca cng ty, gia mc tiu trc mt vi mc tiu lu di . V d, c th c mu thun gia vic mun nhanh chng ginh th trng, tng th phn vi vic mun tng li nhun ngay. Tt c nhng mc tiu marketing nn c thit lp ring cho mi th trng mc tiu chn, c biu din di dng nhng kt qa mong mun, nh doanh thu, th phn, li nhun, pht trin, uy tn, cho nhng thi k c th bng cc con s c th o lng c tin v kt qu. * Bc 3 : Lp chng trnh marketing Vic chn la cc th trng mc tiu gip cho cc nh marketing bit phi tp trung vo cc nhm khch hng no v phi c gng tha mn nhng nhu cu no. bc ba ca qu trnh hoch nh, cng ty phi xc nh s p ng cc nhu cu nh th no gm : (1) Trin khai marketing-mix (phi thc marketing): l s tp hp cc phng thc marketing c th kim sot c m cng ty phi hp s dng to nn s p ng cn thit trong th trng mc tiu. Nhng cng c chnh ca phi thc marketing l: 4 P Sn phm (Product) Gi c (Price) Phn phi (Place) Chiu th (Promotion) Nh qun tr marketing tin hnh phi hp 4 P trc, ri phn chia ra tng chng trnh marketing trong nm.
47

(2) Thit lp ngn sch: Nh qun tr marketing cn phi trin khai mt k hoch ngn sch m bo rng mi hot ng marketing s c tin tin hnh v t c cc mc tiu doanh thu, li nhun ra. K hoch ny bao gm ngn sch marketing d kin cho tng nm ca chin lc, ngn sch cho tng chng trnh marketing trong nm. C bn phng php c th s dng thit lp ngn sch marketing : - Phng php ty kh nng. - Phng php cn c phn trm theo doanh thu. - Phng php so snh v th cnh tranh. - Phng php cn c vo mc tiu v nhu cu cng vic.

Vic thit lp ngn sch marketing hiu qu nn s dng phi hp cc phng php ny. Yu t then cht cn xem xt l cc mc tiu marketing, cc hot ng k hoch marketing, kh nng p ng (s tin cng ty c th phn b thc t cho marketing), v cc mc chi ph cnh tranh. 3. NI DUNG K HOCH MARKETING HNG NM Ni dung k hoch marketing thay i ty theo tng cng ty. Mt cch tng qut, mt k hach marketing hng nm bao gm cc phn chnh nh sau: I. Tm tt cho lnh o (executive summary): tm tt tan b k hoch, bao gm tnh hnh marketing hin ti, mc tiu, chin lc, chng trnh v kt qu d kin ca k hach cho lnh o. II. Tnh hnh marketing hin ti (current marketing situation): trnh by cc s liu v tnh hnh hin ti v th trng, cnh tranh, phn phi, doanh thu ca tng thng hiu, v v xu hng ca mi trng v m lm c s cho phn tch SWOT.

48

III. IV.

Phn tch SWOT (SWOT analysis): phn tch im mnh, yu, c hi v e da i vi tng thng hiu, th trng. Mc tiu (marketing objective): xc nh mc tiu marketing nh doanh thu, th phn, tng trng, li nhun. Cn ch l mc tiu marketing cn phi c th. Ly v d doanh thu tng 15%, th phn thng hiu t 30%, vv.

V.

Chin lc marketing (marketing strategy): chin lc marketing l nhng nguyn tc c bn t c mc tiu: phi lm g v ti sao lm t c mc tiu ra.

VI.

Chng trnh marketing (action program): xc nh c th nhng phn vic phi lm, khi no lm, ai lm, chi ph bao nhiu?

VII. D an hiu qu ti chnh (financial projection): d an chi ph, doanh thu v li nhun (l) ca k hoch. VIII. Kim sat (control): trnh by cch thc theo di, kim sat v iu chnh qu trnh thc hin k hach. TM TT BI Hoch nh chin lc marketing l mt giai on quan trng trong tin trnh qun tr marketing. Vic hoch nh chin lc marketing phi tin hnh tun t theo cc bc chnh trong giai on hoch nh l: phn tch tnh hnh marketing, thit lp mc tiu marketing, lp cc chng trnh marketing. Phn tch marketing l nh gi cc hot ng marketing cng ty c thc hin ra sao v kt qu nh th no, trong bi cnh mi trng no nhm tm ra cc im mnh v nhng im yu ca n lc marketing, ng thi tm ra cc c hi v nhng e da cho vic marketing cc th trng m cng ty ang theo ui. Khi hon tt vic phn tch marketing, nh qun tr marketing c th s dng ma trn SWOT, l mt trong nhng k thut nhm pht hin cc gii

49

php cho cc vn marketing. T , thit lp cc mc tiu marketing v trin khai marketing-mix. Mt chin lc marketing c hiu qu cn c mc tiu r rng. Vic ny yu cu nh qun tr marketing phi phn khc th trng, la chn cc th trng mc tiu mt cch c th v nh v thng hiu th trng ny vi nhng kt qa mong mun nh doanh thu, th phn, li nhun, pht trin, uy tn, cho tng thi k bng cc con s c th c th o lng c tin v kt qu. Trin khai marketing-mix l s tp hp cc phng thc marketing c th kim sot c m cng ty phi hp s dng to nn s p ng cn thit trong th trng mc tiu. Nhng cng c chnh ca phi thc marketing l 4 P bao gm: Sn phm (Product), Gi c (Price), Phn phi (Place), Chiu th (Promotion). Nh qun tr marketing tin hnh phi hp 4P trc, ri phn chia ra tng chng trnh marketing trong nm v mt k hoch ngn sch m bo rng mi hot ng marketing s c tin tin hnh.

CU HI 1. Hy lit k cc yu t ca mi trng v m, phn tch nh hng ca mi yu t n hot ng marketing ca doanh nghip. Cho v d thc tin v nh hng ny. (Bn c th chn cc doanh nghip kinh doanh du lch outbound nh khch sn, l hnh nc ta v d. Dch vim ng h hp cp SARS vo nm 2003, ly lan nhanh chng t ngi sang ngi, lm gim ng k lng khch quc t n Vit Nam, nh hng n cc doanh nghip nh th no?. c phi l e da khng ch cho mt doanh nghip m i vi c ngnh du lch?).

50

2. Hy lit k cc yu t ca mi trng vi m, phn tch nh hng ca mi yu t n hot ng marketing ca doanh nghip. Cho v d thc tin v nh hng ny. (Bn c th chn mt doanh nghip nh khch sn Caravell trung tm Thnh ph H Ch Minh v d. Khi khch sn Park Hyatt gn c xy dng v a vo hot ng s thu ht mt lng ln khch quc t n lu tr ti khch sn mi ny. Vy c phi l e da i vi Caravell hay khng?). 3. Gii thch tin trnh hoch nh chin lc marketing. 4. Hy tm v d thc tin v s phi hp 4P nh v thng hiu trong th trng mc tiu v a ra nhn xt ca bn v mc hp l ca s phi hp ny. (Bn c th chn bia Heineken, bia Tiger thu thp thng tin v phn tch. Heineken cha bao gi ti tr bng , m ti tr nh golf, qun vt, chng trnh chiu ton phim ot gii thng,.Khu hiu qung co ca n l g nh, Ch c th l Heineken. Gi bn ca n cao nht trong cc nhn bia. Cn bia Tiger th sao?, bn hy ln lt tr li v so snh hiu c ca nh tip th chng).

51

BI 6 SN PHM K t bi hc th su ny cho n bi cui cng, mn hc s ln lt trnh by su vo 4P, bn thnh phn ca marketing mix. Mi bi s nh ngha v mt P, v bn cht, vai tr, ni dung ca n trong marketing v cc chin lc tng ng. MC TIU Sau khi hc xong bi ny, cc bn sinh vin c th: - Hiu bn cht ca sn phm v cc loi sn phm - Lit k c cc ni dung ca chin lc sn phm v vai tr ca n. - Gii thch c cc bc chin lc trin khai sn phm mi. - Gii thch c cc chin lc theo chu k sng ca sn phm. NI DUNG CHNH 1. KHI NIM V SN PHM 1.1 Sn phm l g? Sn phm l bt c g khi a vo th trng c th to nn s ch , mua sm, s dng hoc tiu th nhm tha mn cho mt nhu cu hoc mt c mun. Sn phm c th l nhng hng ha hoc nhng dch v vi nhng thuc tnh nht nh, vi nhng ch dng c th nhm tha mn i hi ca khch hng. N c th hu hnh hoc v hnh. 1.2 Bn cht ca sn phm Khi trin khai thit k sn phm nh qun tr marketing cn suy ngh sn phm di gc ca khch hng , 3 mc :

52

Phn ct li ca sn phm: phi gii p c cu hi Ngi mua thc s ang mun mua ci g ? . Nh qun tr marketing phi khm ph ra nhng nhu cu tim n ng sau mi sn phm v em bn nhng li ch sn phm ch khng phi ch nhng c im ca n. y l sc hp dn quan trng nht i vi ngi tiu dung. Trn hnh 7 c th hin l vng trn trung tm.

Phn c th ca sn phm: Ngi thit k sn phm phi bin ct li sn phm thnh sn phm c th. Sn phm c th c 5 c tnh: mt mc cht lng, nhng c im, kiu dng, mt tn hiu, bao b.

Phn ph thm ca sn phm: Ngi thit k sn phm phi a ra thm nhng dch v v li ch b sung to thnh phn hp dn ph thm ca sn phm.
Ph tng km theo Phn ph thm ca sn phm Phn sn phm c th c im Kiu dng Phn ct li ca sn phm

Bao b

Hnh 7. Cc mc hp dn ca mt sn phm

Giao hng

Tn hiu

Nhng li ch

Cht lng

Dch v sau khi bn

Bo hnh

1.3 Phn loi sn phm Sn phm c phn loi theo nhiu dng. Nu phn loi theo thi gian s dng, chng ta c sn phm bn lu nh xe hi, ti vi, t lnh,v sn phm ngn hn nh du gi, kem nh rng,Cc sn phm bn lu thng c gi bn cao, ngi tiu dng dnh nhiu thi gian cho qu trnh la chn mua hng.

53

Sn phm c th phc v cho th trng hng tiu dng v phc v cho th trng hng cng nghip. Sn phm phc v cho th trng hng tiu dng nh mi th ang c trong cn h ca bn. Sn phm phc v cho th trng hng cng nghip nh cc loi nguyn vt liu du th, phi thp, ht nha,cc my mc thit b nh my tin, my phay, my bo, v.vHnh vi mua hng trong th trng tiu dng v th trng cng nghip khc nhau, nn hot ng marekting cng cn thch ng ring bit cho mi th trng. Sn phm c th c phn loi theo mc hu hnh ca chng l hng ha v dch v. C nhng sn phm c mc hu hnh rt r rng nh mui n, nc ngt, bt git, chng l hng ha thun ty. Cc dch v thun ty th nh dy hc, t vn, khm cha bnhNhiu sn phm c mc hu hnh v v hnh gn nh ngang nhau, v d l nh hng, thit k qung co, Sn phm c mc hu hnh cng cao th ngi tiu dng cng d dng nh gi chng qua : kh nng vn hnh, cc c trng km theo, tnh thch ng, mc bn lu, hiu qu, tin li, thm m v han thin. i vi dch v th vic nh gi cht lng ca chng kh khn hn nhiu. Cht lng dch v c khch hng nh gi qua 5 thnh phn : ng tin cy, mc nhit tnh p ng, nng lc phc v, s ng cm, phng tin hu hnh. 2. CHIN LC SN PHM 2.1 Cc chin lc sn phm Phc hp sn phm l g? Ton b cc sn phm m cng ty ang phc v cho cc th trng mc tiu ca mnh gi l phc hp sn phm (productmix). Chng c th bao gm nhiu sn phm c lin h v khng lin h nhau. V d, Cng ty SONY Vit Nam c cc sn phm: tivi, radio-cassette, dn hifi, u da DVD, my quay phim, walkman,

54

Dng sn phm l g? Tp hp cc sn phm c lin h vi nhau gi l mt dng sn phm (product-line). V d, cc my quay DCR-PC350E, DCRHC30E, DCR-HC1000E, .c xp vo dng sn phm Handycam MiniDV ca Cng ty SONY Vit Nam. Cc quyt nh v sn phm ca nh qun tr marketing v cc nh lnh o cp cao s lin quan n vic m rng hay thu hp phc hp sn phm v rt ngn hay ko di dng sn phm hin c ca cng ty. Chng c th l chin lc chng loi sn phm, hoc chin lc ci tin v hon thin sn phm, hoc chin lc trin khai sn phm mi. Chin lc sn phm c vai tr cc k quan trng trong chin lc marketing ca cng ty, nn nh qun tr phi thn trng khi hach nh. 2.2 Vai tr ca chin lc sn phm nh th no? Chin lc sn phm c vai tr, v tr cc k quan trng. N l nn tng, l xng sng ca chin lc marketing chung: - Ch khi hnh thnh c chin lc sn phm, cng ty mi c phng hng u t, nghin cu thit k, sn xut hng lot. Nu chin lc sn phm sai lm th cng ty s tht bi, thm ch ph sn. - Thc hin tt chin lc sn phm th cc chin lc gi c, phn phi, chiu th mi c iu kin trin khai mt cch c hiu qu. - Chin lc sn phm bo m cho cng ty c li th bn vng trong cnh tranh trn th trng, thc hin c cc mc tiu mc tiu li nhun, th phn, an ton. 3. CHIN LC TRIN KHAI SN PHM MI Sn phm mi c chia ra lm 3 loi: sn phm mi hon ton l sn phm cha h c trn th trng, sn phm mi do cng ty m phng theo hng khc, sn phm mi do cng ty ci tin sn phm trc .

55

Sn phm mi ch l khi nim mang tnh tng i v n c th mi th trng ny nhng c th trng kia. Sn phm mi khng phi ch nhm vo vic tha mn nhu cu hin ti m cn phi hng v nhu cu tng lai. Vic trin khai sn phm mi gm 8 bc sau:

Hnh thnh tng Sng lc Pht trin khi nim sn phm & th nghim Pht trin chin lc marketing Phn tch kinh doanh Pht trin sn phm v thng hiu Th nghim th trng

Thng mi ha

Hnh 8. Cc giai on trin khai sn phm mi

56

Hnh thnh tng : Trong giai on ny cng ty cn tm kim tht nhiu tng. tng v sn phm thng n t nhng ngun : t ni b Cty, t nhng than phin & i hi ca KH, t s phn tch i th cnh tranh, cn li l t cc ngun khc nh nh cung cp, s pht trin vt liu mi, cng ngh mi, ... Sng lc tng: Khi c tng v sn phm mi, cng vic tip theo l sng lc nhng tng ny. Cng ty cn la chn c nhng tng hay, kh thi. Cc tng kh thi cn phi c xem xt v mc mi, d on th trng mc tiu, cnh tranh, th phn, gi c, chi ph pht trin v sn xut, Pht trin khi nim sn phm & th nghim: mi tng sn phm c chn phi pht trin thnh nhng khi nim no , l nhng ngn t cho khch hng hiu c. Ai s dng sn phm mi, dng vo dp no, cn c li ch ch yu no trong sn phm, sn phm mi ny c nh v c mi lin h no vi cc sn phm cnh tranh khc ?. Khi tr li cc cu hi ny theo nhiu cch khc nhau, cng ty s c cc khi nim sn phm khc nhau v em chng th nghim nh ga mc hp dn i vi khch hng ca tng khi nim y v chn ly ci hay nht. Pht trin chin lc marketing a sn phm ra th trng : ni dung ca chin lc cn nu r th trng mc tiu, qui m, hnh vi tiu dng, d kin nh v sn phm, thng hiu, gi c, phn phi, qung b thng hiu, d tnh v mc tiu th c, doanh thu, th phn, li nhun,ngn sch marketing trong vi nm u tin. Phn tch kinh doanh : sau khi xy dng c khi nim sn phm v chin lc marketing th cng ty c th nh gi mc hp dn ca d n kinh doanh cng nh mc ph hp vi mc tiu v nhim v kinh doanh tng qut ca cng ty. Cng ty tnh doanh thu, cc chi ph, li nhun,

57

im ha vn, thi gian hon vn, ri ro khi trin khai k hoch pht trin sn phm mi ny. Pht trin sn phm v thng hiu : nu kt qu phn tch kinh doanh cho thy cng ty rt c li khi trin khai k hoch pht trin sn phm mi ny, th cng ty tin hnh pht trin sn xut sn phm v xy dng thng hiu c th. Cng vic trong giai on ny l chuyn i cc khi nim sn phm giai on th ba thnh cc thuc tnh k thut, to ra cc chc nng cho sn phm v cc li ch tm l cho khch hng mc tiu. Th nghim th trng : giai on ny cng ty tin hnh sn xut mt t sn phm a sn phm v chng trnh marketing vo trong th trng. Th nghim th trng cho php cc nh marketing thu c kinh nghim trong vic marketing cho sn phm, rt ra nhng vn v tm ra ngun thng tin su rng hn trc khi tin hnh tung sn phm ra qui m ln v tn km hn. Kt qu th nghim cho php d bo chnh xc hn v doanh thu, li nhun, cng nh kim nghim ton b k hoch marketing cho sn phm . Thng mi ha : Sau khi th nghim th trng cng ty tin hnh tung sn phm ra th trng. Cng ty phi quyt nh tung sn phm ny khi no, u, cho ai v bng cch no. Cc quyt nh ny rt quan trng, cn phi xem xt ty theo ngun lc nhn s, ti chnh ca cng ty cng nh tnh hnh cnh tranh trn th trng. 4. CC CHIN LC THEO CHU K SNG CA SN PHM Chu k sng sn phm l thi gian sn phm i qua nhng giai on trong thi gian tn ti ca chng: (1) gii thiu, (2) tng trng, (3) bo ha v (4) suy thoi. Cc chin lc marketing cn phi c iu chnh p ng nhng thch thc mi ca mi giai on.

58

Hnh 9 1. Giai on gii thiu. Giai on gii thiu bt u khi mt sn phm mi ln u tin c a vo s dng. Giai on ny l thi k li nhun rt thp do chi ph chiu th cao v nhng chi ph khc rt cn thit thit lp c mt ch ng cho sn phm trn th trng. Thng thng th sn phm c nh gi cao v thu ht nhng khch hng thu nhp cao, thch mo him v nhng ngi chung i mi. C 4 chin lc m cc cng ty c th chn s dng trong giai on gii thiu. Chng c da vo hai phng php nh gi khc nhau kt hp vi hai mc chiu th khc nhau : 1. Chin lc cht vt th trng nhanh: Cng ty qung b, chiu th rm r v nh mc gi cao. 2. Chin lc cht vt th trng chm: Cng ty nh gi cao nhng mc chiu th thp.
59

3. Chin lc thm nhp th trng nhanh: Cng ty nh gi thp nhng thc hin chiu th rm r. 4. Chin lc thm nhp th trng chm : Cng ty nh gi thp v thc hin chiu th cng thp. 2. Giai on tng trng Trong giai on tng trng, doanh s gia tng nhanh chng v mc li nhun c ci thin. C nhiu i th cnh tranh gia nhp th trng. Cng ty c th la chn nhng chin lc sau y: 1. Ci tin cht lng sn phm v thm vo nhng c tnh v thnh phn sn phm mi. 2. Theo ui nhng th trng mc tiu mi. 3. S dng nhng knh phn phi mi. 4. H gi thu ht thm nhng khch hng quan tm n gi. 5. Chuyn i nhng im nhn qung co t vic xy dng nhn thc sang thc y c mun v hnh ng (mua hng). 3. Giai on bo ha Giai on ny c c trng l t l tng trng doanh thu gim dn. S c tnh trng cung qu nhiu m cu rt t. C 3 chin lc c th p dng duy tr doanh thu tng trng trong giai on ny nh sau: 1. Chin lc iu chnh th trng. 2. Chin lc iu chnh sn phm. 3. Chin lc iu chnh phi thc marketing. 4. Giai on suy thoi Khi doanh thu ca sn phm bt u st gim th bt u giai on suy thoi. C nhiu phng n loi b lnh vc kinh doanh hon ton. Hu ht cc

60

chuyn gia marketing khuyn nn gim chi ph cng thp cng tt, vt sa sn phm ca doanh nghip khi doanh thu tip tc st gim. Khi nim chu k sng sn phm cho rng doanh thu ca tt c cc loi sn phm, dch v cui cng s gim v khng hay v mt mc rt thp. Kinh nghim cho thy iu ny khng hon ton ng. V d, nhiu c s khch sn v ngh mt c c phc hi mi tm li thi k huy hong. Trong nh hng, nhng mn n trn thc n c to ra v bin mt, ci ny b ci khc thay th. Cu tr li tt nht cho vn trong giai on suy thoi l lm sng li sn phm bng cch tm kim cch s dng v khch hng mi, gia tng knh phn phi, hay ti nh v (thay i cm nhn). TM TT BI Sn phm l bt c g khi a vo th trng c th to nn s ch , mua sm, s dng hoc tiu th nhm tha mn cho mt nhu cu hoc mt c mun. Khi trin khai thit k sn phm nh qun tr marketing cn suy ngh sn phm di gc ca khch hng. Chin lc sn phm c vai tr cc k quan trng trong chin lc marketing ca cng ty, nn nh qun tr phi thn trng khi hoch nh. Cc quyt nh v sn phm ca nh qun tr marketing v cc nh lnh o cp cao s lin quan n vic m rng hay thu hp phc hp sn phm v rt ngn hay ko di dng sn phm hin c ca cng ty. Chng c th l chin lc tng cng hay hn ch chng loi sn phm, hoc chin lc ci tin v hon thin sn phm, hoc chin lc trin khai sn phm mi. kinh doanh sn phm mi thnh cng, nh qun tr marketing phi tin hnh mt chin lc trin khai sn phm mi gm 8 bc sau: hnh thnh tng, sng lc , pht trin khi nim sn phm & th nghim, pht trin

61

chin lc marketing, phn tch kinh doanh, pht trin sn phm v thng hiu, th nghim th trng, v bc cui cng l thng mi ha. Cc chin lc marketing cn phi c iu chnh p ng nhng thch thc mi ca mi giai on ca chu k sng sn phm: gii thiu, tng tng, bo ha v suy thoi. CU HI 1. Trnh by khi nim sn phm v vai tr ca chin lc sn phm. 2. V sao cc sn phm dch v to nn s kh khn khi nh gi cht lng ca chng ? 3. kinh doanh sn phm mi thnh cng, nh qun tr marketing phi tin hnh mt chin lc trin khai sn phm mi gm nhng bc tun t g? 4. Chin lc marketing cn phi c iu chnh p ng nhng thch thc mi ca mi giai on ca chu k sng sn phm nh th no?

62

Bi 7 NH GI MC TIU Sau khi hc xong bi ny, cc bn sinh vin c th: - Hiu c vai tr, ngha ca vic nh gi - Gii thch c s nh hng ca cc yu t n vic nh gi bn. - Nu c cc chin lc tng qut khi nh gi - Nu cc phng php iu chnh gi NI DUNG CHNH 1. VAI TR, NGHI V MC TIU CA VIC NH GI Gi c l mt trong nhng iu kin ca giao dch trao i gia nhng khch hng sn sng mua v cng ty sn sng bn mt sn phm no . Thng qua gi khch hng s cm nhn v li ch v gi tr thu c nu h chn mua sn phm. Gi ng vai tr quyt nh trong vic mua sn phm ny hay sn phm khc i vi khch hng. Khi cng ty nh gi th nhm n vic t c thu nhp t bn hng, th phn mc tiu v ti u ha li nhun trn vn u t. Gi c l v kh cnh tranh sc bn trong th trng. V vy vic nh gi sn phm c ngha rt quan trng, n nh hng trc tip n doanh s v li nhun. Xy dng c chin lc gi ng l iu kin cc k quan trng m bo cng ty c th xm nhp, chim lnh c th trng v hot ng kinh doanh c hiu qu cao. Cc nh qun tr marketing trong cc doanh nghip phi hiu vai tr quan trng v phc tp ca cc phng php nh gi trong quyt nh marketing
63

mix cng vi mi nh hng xung quanh cc quyt nh nh ga. l chin lc nh v th trng ca doanh nghip, cc mc tiu marketing thi im m gi c thit lp, cc phn khc th trng doanh nghip quan tm n, nhng rng buc chi ph hot ng, hnh ng ca i th cnh tranh, nhng rng buc lut php v iu l. Gi c phi c tch hp vi cc P cn li trong marketing-mix t c nhng kt qu cao nht v chin lc v chin thut nh gi. Vic nh gi nhm t c cc mc tiu: + Tng mi v c v khi lng v gi tr, phn u gia tng th phn. + Ti a ha li nhun, nng cao h s hiu qu vn u t. + Gi cho cng ty n nh bng cch chp nhn gi cnh tranh hoc n trnh cnh tranh v gi. 2. CC YU T CN XEM XT KHI NH GI Gi c cng ty nh ra s nm trong khong gia no ca mt bn l gi qu thp khng c li nhun v mt bn l gi qu cao khng th c mt mc cu no. Ph tn sn phm s to thnh mt ci nn cho gi c, nhng cm nhn ca khch hng v gi tr sn phm lp thnh cao. Cng ty phi xem xt gi ca i th cnh tranh, cng cc yu t bn trong v bn ngoi khc tm ra mc gi ti u gia hai cc y. Cc yu t nh hng n vic nh gi th hin trn hnh sau:

Cc yu t bn trong cng ty

Nh qun tr

Cc yu t bn ngoi

64

- Mc tiu tip th - Marketing-mix - Chi ph

Quyt nh ga bn

- Bn cht ca th trng - co dn ca sc cu - Cnh tranh - Cm nhn ca ngi mua - Cc yu t ca mi trng v m (chnh ph, lut, thu, lm pht, li sut, t ga hi ai, )

Hnh 10 . Cc yu t cn xem xt khi nh gi

3. CC PHNG PHP TIP CN TNG QUT KHI NH GI Chng ta s kho st nhng cch tip cn sau: 3.1 nh gi da trn chi ph - nh gi da trn chi ph: l phng php nh ra gi bn bng cch cng thm vo chi ph mt mc li nhun mong mun. Ta c th dng cng thc :

G=Z+m G : gi bn 1 n v sn phm. Z : chi ph tn cho 1 n v sn phm. m : li nhun mc tiu.

65

Phng php ny khng tnh g n nhu cu v cnh tranh trn th trng nn cng cn nhng nhc im nht nh. Mt cch tip cn khc ca phng php nh gi theo chi ph l s dng phng php nh gi da vo phn tch ha vn. nh gi, cng ty phi xem xt cc mc gi khc nhau v c an sn lng ha vn, kh nng v lng cu v mc li trn mt n v sn phm xc nh tnh kh thi ca li nhun mc tiu. 3.2 nh gi da trn ngi mua Ngy cng c nhiu cng ty nh gi bn da trn gi tr c cm nhn ca sn phm. Cng ty xem s cm nhn v gi tr ca ngi mua, ch khng phi chi ph ca ngi bn, l cha kha nh gi. Gi c nh ra l t c cc gi tr cm nhn y. Cng ty s dng li nh gi theo gi tr cm nhn phi thit lp c gi tr trong ngh ca ngi mua, trong s tng quan vi cc sn phm cnh tranh khc. V d, nh ga to hnh nh sang trng cho sn phm th ga bn phi cao hn hn so vi ga bn ca cc sn phm cng loi. Mt v d khc, vic dng cc con s 9 nh ga nhm to cm nhn r hn hn ( 499.99USD to cm nhn r hn nhiu so vi 500 USD ). 3.3 nh gi da vo cnh tranh Trong phng php ny, gi c xc nh ty theo tnh hnh cnh tranh t c doanh thu mc tiu. Gi bn thay i khi cng ty xem xt gi tr ca thng hiu mnh cao hay thp so vi gi tr ca cc thng hiu cnh tranh. C hai cch: - nh gi theo mc cnh tranh hin ti: cng ty cn c ch yu vo gi ca i th cnh tranh, t ch trng n ph tn hay sc cu. Cng ty c th nh gi bng, cao hn hay thp hn i th cnh tranh chnh ty thuc vo mc d bit ha sn phm. Cc cng ty nh th lm theo hng ng du.

66

Vic nh gi theo thi gi rt ph bin v s bo ton c s ha hp ca c ngnh. - nh gi u thu kn: cng ty nh gi da trn nhng d on v gi ca i th cnh tranh. Cng ty mun ginh c hp ng th phi nh gi thp hn cng ty khc. Cng ty khng nn nh gi thp hn chi ph, nhng nu cng nh gi cng cao th c may ginh c hp ng ca cng ty cng t. 4. CC CHIN LC GI CHO SN PHM MI Nu c sn phm mi do cng ty pht minh ra, ti thi im cng ty ang c quyn. Cng ty c th nh ga cao, nhm ht vng th trng, hoc nh gi thp nhm thm nhp th trng. 4.1 nh gi ht vng th trng: cng ty nh gi cao ban u thu c t sut li nhun ln trn mi n v sn phm. V gi cao nn ngi mua khng nhiu, cng ty dn dn gim gi c thm khch hng mi. Vic nh gi ny ch c ngha trong cc iu kin sau : + Khi s lng ngi mua c mc cu hin hnh cao. + Chi ph trn mi n v sn phm khi sn xut vi khi lng nh khng qu cao n lm trit tiu li th ca vic ra mc gi m khch s chp nhn. + Gi ban u cao s khng thu ht thm cc i th cnh tranh. + Gi cao h tr c hnh nh v mt sn phm ho hng. 4.2 nh gi thm nhp th trng: mt s cng ty nh gi sn phm tng i thp vi hy vng s thu ht c mt lng khch mua ln v nhanh chng t c mt th phn ln. Dn dn do ci tin, tch ly kinh nghim, chi ph sn xut s h thp hn na v li nhun s tng ln. Nhng iu kin thun li cho li nh gi thp:

67

+ Th trng rt nhy cm vi gi c v gi thp s kch thch sc tng trng ca th trng nhiu hn na. + Chi ph sn xut v phn phi ngy cng gim do ci tin v tch ly c nhiu kinh nghim. + Do gi thp, gim bt c cnh tranh thc t v tim tng v i th khng thy hp dn, khng tham gia khi li nhun t. 5. CC PHNG PHP IU CHNH GI Khi nh gi cho mt sn phm, nh tip th cn lu iu chnh gi cho ha hp vi ton b sn phm (product-mix) m cng ty ang c. Chng c s tng quan v nhu cu, chi ph vi nhau v ph thuc theo nhng mc cnh tranh khc nhau. l nh gi cho cc sn phm trong cng dng sn phm, nh gi cho cc sn phm ty chn, nh gi cho cc sn phm b tr. V d, gi bn ca cc my quay phim trong cng mt dng sn phm l DCR-TRV480E, DCR-TRV460E c mc gi bn ln lt l 8.990.000 , 9.990.000. Mc chnh lch gi ny c nh sn xut cn nhc theo s tn tin khc bit gia chng hai mc gi bn c sc hp dn vi khch hng l nh nhau, hoc mt loi s c sc hp dn hn loi kia theo ca nh sn xut. V d, nh gi cho cc sn phm m khch hng c th ty chn gn km vo xe hi nh sn phm tng cng bo v bng in t cho xe, sn phm lm tan sng m, lm du nh sng,nh gi sn phm b tr l dao co dng cho my co ru, phim cho my chp nh,Thng thng, cng ty nh gi cao cho cc sn phm ty chn, cc sn phm b tr ny. Nh tip th cn iu chnh gi sn phm phn bit thch ng vi s khc bit v khch hng, thi gian, a im .Trng hp ny bn mt

68

sn phm vi nhiu mc gi khc nhau nhng cc mc gi ny khng phn nh s khc bit tng xng v chi ph. V d, ga v hng khng l: hng nht 1.092 USD, hng nht-m 956 USD, hng thng 910 USD, hng thng-m 637 USD, thiu nin i cng cha m 368 USD, .Gi v vo ca cc im tham quan khc nhau ty theo ngy trong tun. Gi v vo cc im vui chi gii tr khc nhau ty theo gi trong ngy. Ngoi ra, nh tip th cn ch ng iu chnh gi sn phm, tng gi hoc gim gi khi c iu kin cng nh s phi iu chnh gi sn phm p ng li s thay i gi ca i th cnh tranh.

TM TT BI Gi c l v kh cnh tranh sc bn trong th trng. Xy dng c chin lc gi ng l iu kin cc k quan trng m bo cng ty c th xm nhp, chim lnh c th trng v hot ng kinh doanh c hiu qu cao. C hai nhm yu t cn xem xt khi nh ga: cc yu t bn trong nh chi ph, mc tiu,cc yu t bn ngoi nh co dn ca cu, gi ca sn phm cnh tranh, v.v V c 3 phng php tng qut cho vic nh gi: nh gi da vo chi ph, nh gi da vo ngi mua, nh gi da vo cnh tranh. Cc nh qun tr marketing phi hiu u im v nhc im ca cc phng php nh gi v iu chnh gi, cng vi mi yu t nh hng n ga. T , nh qun tr marketing thu thp, phn tch mi thng tin c lin quan v xy dng gi bn hp l. CU HI V BI TP

69

1. nh gi da vo chi ph c u nhc im g?. Trong iu kin no th c th ng dng phng php nh gi ny?. 2. nh gi da vo ngi mua c u nhc im g?. Trong iu kin no th c th ng dng phng php nh gi ny?. 3. nh gi da vo cnh tranh c u nhc im g?. Trong iu kin no th c th ng dng phng php nh gi ny?. 4. Bn hy tm v d trong thc tin minh ha cho chin lc gi ht vng v chin lc gi thm nhp th trng. 5. Mt doanh nghip dch v l hnh c gi thnh tour l 216 USD/khch. Li nhun mc tiu ca doanh nghip l 10%, nh bn l tour l 30%, nh bn s l 20% trn gi bn ca h. Hi gi bn tour cho du khch i l l bao nhiu? 6. Mt doanh nghip dch v l hnh n nh gi bn tour cho du khch i l l 1200 USD c sc hp dn so vi i th cnh tranh. Li nhun mc tiu nh bn l tour l 25%, nh bn s l 20% gi bn ca h. Hi mc li nhun ca doanh nghip dch v l hnh l bao nhiu phn trm (%) so vi gi bn ca h cho nh bn s tour, bit gi thnh ca doanh nghip l 648 USD.

70

BI 8 PHN PHI MC TIU Sau khi hc xong bi ny, cc bn sinh vin c th: - Hiu tm quan trng ca hoat ng phn phi. - Gii thch c v sao c s hnh thnh cc knh phn phi. - Trnh by c im ca cc loi knh phn phi khc nhau. - Lit k cc chc nng ca knh phn phi. - Nu c cc quyt nh khi xy dng h thng phn phi v c s ca n. NI DUNG CHNH

1. VAI TR CU PHN PHI Phn phi l cc hot ng c lin quan n vic t chc iu hnh v vn chuyn hng ha vt qua thi gian v khng gian t lc kt thc sn xut n lc khch hng cui cng nhn c sn phm. Phn phi gip chuyn i quyn s hu sn phm, t nh sn xut n ngi tiu th, c th qua cc khu trung gian trong qu trnh phn phi. H thng phn phi cng thng l ni thit lp mi quan h vi khch hng thng qua cc dch v bn, v sau khi bn hng. i vi khch hng phn phi gp phn gia tng s tha mn khch hng nh a cc sn phm n cho h ng lc, ng ch, ng s lng mt cch nhanh chng, tin li. H thng phn phi cng rng, bao ph c th trng, hot ng cng thng sut v nhp nhng th cng ty cng c kh nng vn n nhiu khch hng v bn c nhiu hn, nhng i hi chi ph u t v qun l

71

cng ln. Chnh v vy, nh sn xut cn xy dng chin lc phn phi c hiu qu nht. 2. KNH PHN PHI Nh sn xut c th thit lp h thng phn phi sn phm n ngi tiu dng mt cch trc tip hay gin tip qua cc nh trung gian. iu ny hnh thnh nn cc knh phn phi khc nhau. 2.1 Knh phn phi l g? Knh phn phi l tp hp cc t chc v c nhn lm nhim v chuyn a sn phm t nh sn xut n ngi tiu dng cui cng, bao gm nh sn xut, nh bn s, nh bn l, i l v ngi tiu dng. 2.2 V sao cc nh sn xut thng phn phi sn phm ca mnh qua cc nh trung gian?. C ba l do chnh: S tham gia ca cc nh trung gian phn phi lm gim s lng cc mi quan h cn thit trao i sn phm v gia tng hiu qu phn phi trong x hi. Cc nh sn xut thng khng kh nng u t vo hot ng phn phi rng trn nhiu a bn, v khi tp trung u t vo sn xut l lnh vc s trng ca mnh s c hiu qu cao hn. Cc nh trung gian phn phi s ng gp ti chnh, mt bng, s am hiu v th trng a phng v kinh nghim bn hng vo qu trnh phn phi nn kt qu phn phi tt hn. 2.3 Chc nng ca knh phn phi: Nh c knh phn phi m cng ty khc phc nhng kh khn v khong cch, thi gian, a im, ti chnh,trong qu trnh tiu th sn phm. Nh c s phn cng, chuyn mn ha cao nn cc thnh vin tham gia s thc hin tt cc chc nng c th sau y:

72

Nghin cu: thu thp thng tin cn thit lp k hoch v to iu kin thun li cho vic mua bn Chiu th: kch thch tiu th, son tho v truyn b nhng thng tin v sn phm Tip xc: thit lp cc mi quan h, duy tr cc mi quan h vi khch hng tim nng Thch ng: gip cho nh sn xut v sn phm thch ng v hon thin p ng c yu cu ca ngi mua nh ci tin, ng gi, ph hp m phn: tin hnh thng lng vi nhau v gi c, phng thc thanh tan, thi im giao nhn, v cc iu kin khc chuyn giao quyn s hu hay quyn s dng. Kho vn: t chc lu thng hng ha, vn chuyn, bo qun, d tr hng ha. Ti chnh: tm kim v s dng nhng ngun vn b p cc chi ph hot ng ca knh phn phi. Chp nhn ri ro: gnh chu trch nhim v hot ng ca knh. 2.4 c im ca cc knh phn phi: Ty theo s lng cc thnh vin tham gia trong knh m ta c knh trc tip (0 cp), knh 1 cp, knh 2 cp, .Ty theo tng loi sn phm, tng th trng, tng nh sn xut m s knh phn phi v cu trc knh c chn cng khc nhau. C s khc bit gia cc knh phn phi sn phm tiu dng v sn phm cng nghip, cc knh phn phi sn phm cng nghip th khng c nh bn l v khch hng cng nghip thng mua vi s lng ln.

73

Hnh 11

Hnh 12 C s khc bit khi phn phi sn phm l dch v so vi khi phn phi sn phm l hng ha. Hng ha c sn xut trong nh my, dch v th
74

c thi hnh. Hng ha c th vn chuyn n khch hng, cn dch v th khng th tch ri vi vic th hng ca khch hng. Cc nh cung cp dch v thng s dng ng thi nhiu knh phn phi khc nhau to thm nhiu im bn hng cho dch v ca h. Nhim v chnh ca mt h thng phn phi dch v l m rng s lng im bn hng hoc im tip cn, cch xa a im dch v c thi hnh. Mt nhim v quan trng na ca phn phi dch v l to iu kin cho vic mua sn phm trc khi chng c sn xut. Trc c th l 2 n 3 gi nh dch v vn chuyn), trc vi ngy, vi tun nh dch v lu tr ca cc khch sn, trc 2-3 nm, hay lu hn nh nhng trin lm, hi ngh. 3. CC QUYT NH PHN PHI thit k h thng phn phi, cng ty cn nghin cu tr li cc vn sau: - Chn loi knh phn phi no cho sn phm ca cng ty l ph hp, c my cp trung gian, cc trung gian no ? - Cng ty nn s dng ch mt knh phn phi hay nn ng thi s dng nhiu knh? - Cn bao nhiu nh trung gian trong tng cp ca mt knh phn phi ? - Xc nh nhim v c th v quyn li ca mi nh trung gian. - Cc trung gian phi lm vic theo iu kin v thanh ton, gi c, hoa hng, dch v sau khi bn, chiu th, ...nh th no ? Nh tip th phi nghin cu nhm phn tch th trng mc tiu, phn tch sn phm, phn tch kh nng ca cng ty v vn, v t chc qun l, cng nh s lng nhn vin cho bn hng lnh ngh,phn tch chi ph u t, chi ph cho hot ng bn hng hoc s dng trung gian trn c s khi

75

lng bn v li sut c tnh, cng cc iu kin rng buc khc. Cui cng quyt nh phn phi c a ra trn c s so snh li hi ca tng phng n phn phi khc nhau.

TM TT BI

Phn phi l cc hot ng c lin quan n vic t chc iu hnh v vn chuyn hng ha vt qua thi gian v khng gian t lc kt thc sn xut n lc khch hng cui cng nhn c sn phm. Phn phi gip chuyn i quyn s hu sn phm, t nh sn xut n ngi tiu th, c th qua cc khu trung gian trong qu trnh phn phi. Phn phi gp phn gia tng s tha mn khch hng nh a cc sn phm n cho h ng lc, ng ch, ng s lng mt cch nhanh chng, tin li. H thng phn phi ca cng ty cng rng, hot ng cng thng sut v nhp nhng th cng ty cng c kh nng vn n nhiu khch hng v bn c nhiu hn, nhng i hi chi ph u t v qun l cng ln. Chnh v vy, nh sn xut cn xy dng chin lc phn phi c hiu qu nht.

Nh qun tr marketing phi nghin cu mi yu t lin quan n hot ng phn phi v trn c s so snh li hi ca tng phng n phn phi khc nhau. T , la chn chin lc phn phi c hiu qu .

CU HI 1. Vic phn phi sn phm c th to nn li th cnh tranh cho cng ty hay khng?. Bn hy tm v d thc tin minh ha.
76

(Bn c th ly v d v cch thc phn phi ca kem n Walls (sau ny l Kido) so vi cc loi kem n khc). 2. Hy nu s khc bit v cc knh phn phi trong th trng tiu dng vi cc knh phn phi trong th trng cng nghip. 3. Hy cho bit cc mu thun c th ny sinh trong h thng phn phi Theo bn, c th ngn nga chng bng cch no? (Bn c th nu ln ln lt cc vn : bn khng theo gi m nh sn xut qui nh, chim dng vn, tranh ginh a bn gia cc trung gian vi nhau,ri tm bin php cho tng trng hp).

77

BI 9 CHIU TH

MC TIU Sau khi hc xong bi ny, cc bn sinh vin c th: -Hiu chiu th l g, c vai tr g trong qu trnh marketing. -Phn bit c cc cng c chnh ca chiu th v c im ca mi cng c chiu th ? -Trnh by v gii thch cc quyt nh khi tin hnh chiu th, qung co -Hiu phi thc chiu th v c s ca phi thc chiu th. NI DUNG CHNH

1. KHI NIM V CHIU TH 1.1 Chiu th l g ? Chiu th l cc hot ng truyn thng trong marketing t ngi bn n ngi mua. Mc ch ca chiu th l thu ht s ch ca khch hng, thuyt phc h v nhng li ch, s hp dn ca sn phm nhm thay i hoc cng c thi v lng tin tng ca khch hng v sn phm ca cng ty, gi nn s thch th, tng lng ham mun mua hng ca h v i n hnh ng mua hng. 1.2 Chiu th c vai tr g ? Chiu th c vai tr lm cho cung vi cu nhanh chng gp nhau, lm cho sn phm bn c nhiu hn, nhanh hn, lm cho th lc, uy tn ca thng hiu ca cng ty c tng cng, cng c. 1.3 Cc cng c chnh ca chiu th - Qung co (Advertising)
78

- Khuyn mi (Sales promotion) - Cho hng v bn hng c nhn (Personal selling) - Tuyn truyn (Publicity), quan h cng chng (Public Relation). 1.4 Nguyn tc chiu th Qu trnh chiu th c xy dng trn nguyn tc: A.I.D.A Attention: to c s ch . Interest: lm cho thch th. Desire: gy nn s ham mun. Action: dn n hnh ng mua hng. 1.5 Cc quyt nh chnh khi tin hnh chiu th, nh l qung co, bao gm:

Hnh 13. Cc quyt nh chnh khi qung co

79

2. C IM CA MI CNG C CHIU TH 2.1 Qung co 2.1.1 Qung co l g ? l bt k hnh thc gii thiu no c tnh phi c nhn cho mt tng ,mt sn phm, mt n v sn xut kinh doanh do ngi mun qung co b tin ra lm. 2.1.2 Cc phng tin qung co bao gm: bo, tp ch, radio, tivi, phim nh qung co, pan, p phch, biu ng, qung co qua bao b, qung co bng th, internet, qung co trn phng tin vn chuyn, 2.1.3 c im ca qung co: c tnh i chng cao, c phm vi rng, sc lan truyn mnh m, thm nhp t t. K thut qung co hin i gip din t tng d dng hn, hp dn hn, rt thch hp cho cc sn phm tiu dng. Nhng qung co mang tnh c thoi, v cm, chi ph cao, chn lc i tng km.

80

2.2 Khuyn mi 2.2.1 Khuyn mi l g ? l s khch l trong ngn hn nhm khuyn khch vic mua mt sn phm nht nh. Mc ch ca khuyn mi l thc y ngi tiu dng mua nhiu hn, khuyn khch dng th, thu ht khch hng mi. Dn d cc trung gian marketing bn nhng mt hng mi, tn kho nhiu hn, c gng tm nhng khch tiu th mi, kch thch bn hng trong ma vng khch. 2.2.2 Cc hnh thc khuyn mi bao gm : tng hng mu, tng phiu thng, phiu mua hng, gim gi trong k khuyn mi, x s, thi , gii thng, tng qu min ph, gi hng chung, 2.2.3 c im ca khuyn mi : cc hot ng khuyn mi gip y mnh c vic tiu th, tng doanh s nhanh chng, mnh m. Nhng khuyn mi ch c tc dng ngn hn, khng th khuyn mi thng xuyn, khng xy dng c hnh nh tt p cho nhn hiu. 2.3 Cho hng c nhn 2.3.1 Cho hng c nhn l g ? y l hot ng chiu th trc tip thng qua nhng cuc i thoi gii thiu sn phm nhm mc ch bn hng, gia nhn vin bn hng vi mt hoc vi khch hng tng lai. Phng thc ny thng c tin hnh trn c s gp mt trc tip hoc qua in thoi. 2.3.2 Mc ch ca cho hng c nhn l: Tm kim khch hng Thuyt phc h mua sn phm Lm cho h hi lng h mua na 2.3.3 c im ca cho hng c nhn: Phng thc cho hng c nhn c s tip xc lin lc vi khch hng nn c th vun xi tnh cm, nhn c thng tin phn hi ngay, cho php gim nhiu thi gian cho vic tip xc vi nhng ngi khng phi l khch hng tim nng. y l phng thc tt
81

nht truyn thng cho nhng sn phm ga tr cao, nhiu c tnh k thut. Tuy nhin, cho hng c nhn c chi ph tnh trn u ngi cao, trong mt s trng hp v hon cnh c th vic bn c nhiu hng hay khng ph thuc vo ti nng ca nhn vin bn hng. 2.4 Tuyn truyn 2.4.1 Tuyn truyn l g ? l vic truyn thng bng cch gieo nhng tin tc c nghi thng mi cho nhn hiu, cho cng ty mt cch thun li trn sn khu, trn radio, tivi m khng phi mt tin . 2.4.2 Mc ch ca tuyn truyn: cho cng chng bit v nhng iu tt p m cng ty ang thc hin bng cch cung cp nhng mu tin hay hnh nh cho bo ch, i pht thanh hay i truyn hnh a phng. To s quen thuc vi nhn hiu nh ti tr cho cc hot ng vn ngh, th thao, cp hc bng cho sinh vin,... Qua nng cao c uy tn cho cng ty, to hnh nh kinh doanh ng n, v s pht trin ca x hi, ca cng ng, xy dng v duy tr c cc mi quan h vi cc gii cng chng. 2.4.3 c im ca tuyn truyn: l cng c to nim tin cao, vt qua s cnh gic cm nhn ca cng chng, tc dng mnh, t hiu qu cao, c th thc hin vi chi ph rt t hoc khng tn km g c. Mc d vy, ch c th dng khi c dp. 3. PHI THC CHIU TH Khi quyt nh v trin khai cc cng c chiu th cng ty cn phi hp chng mt cch hp l nhm t c mc tiu marketing mt cch hiu qa nht. S phi hp ny c gi l phi thc chiu th (promotion-mix). Nh tip th phi hp cc cng c chiu th s cn c vo c im ca mi cng c, theo u im v hn ch ca chng, cn c theo c im ca khch hng mc tiu nh mc sn sng ca khch hng i vi sn phm, cn c theo chin lc marketing ca cng ty l y hay ko, hay l va y

82

va ko, cn c theo giai on ca chu k sng sn phm, theo kh nng ti chnh dnh cho marketing, v cn c theo nhng din bin c th trn thng trng. Cn c vo u im v hn ch ca mi cng c chiu th, cng ty s dng qung co nhiu hn khi tip th th trng sn phm tiu dng, nhng khi tip th cho sn phm cng nghip th s dng cho hng c nhn s c hiu qu cao hn.

Hnh 14 Cn c theo mc sn sng ca khch hng i vi sn phm, cng ty s dng qung co nhiu lm cho khch hng s nhn bit v sn phm, nhng khi khch hng mua, khch t mua na v mua nhiu hn th cng ty s dng khuyn mi s c hiu qu cao hn.

83

Hnh 15 Nu chin lc marketing ca cng ty chn l y th nh tip th phi chn cc cng c chiu th c hiu qu cao tip cn vi cc trung gian phn phi nh cho hng c nhn. Nu chin lc marketing ca cng ty chn l ko th nn dng qung co, tuyn truyn l cc cng c truyn thng c tnh i chng cao tip cn vi ngi tiu dng cui cng.

84

Hnh 16 TM TT BI Chiu th l cc hot ng truyn thng trong marketing t ngi bn n ngi mua. Mc ch ca chiu th l thu ht s ch ca khch hng, thuyt phc h v nhng li ch, s hp dn ca sn phm nhm thay i hoc cng c thi v lng tin tng ca khch hng v sn phm ca cng ty, gi nn s thch th, tng lng ham mun mua hng ca h v i n hnh ng mua hng. Cc cng c chnh ca chiu th l: qung co, khuyn mi, cho hng v bn hng c nhn, tuyn truyn v quan h cng chng. Mi cng c ny c nhng u im v hn ch khc nhau. Do , s phi hp s dng chng mt cch hp l s to nn hiu qu cao cho cng ty. Nh qun tr marketing a ra cc quyt nh phi hp cc cng c chiu th hp l phi da vo c im ca mi cng c, mc sn sng ca khch hng i vi sn phm, da theo chin lc marketing ca cng ty l y hay

85

ko, theo giai on ca chu k sng sn phm, theo kh nng ti chnh dnh cho marketing, v nhng din bin c th trn thng trng.

CU HI 1. Lp bng so snh c im ca qung co v khuyn mi, ca qung co v cho hng c nhn, ca qung co v tuyn truyn. 2. Hy chn mt mu qung co trn ti vi m bn thch, th l gii s thch th ca mnh theo nguyn tc A.I.D.A (V sao bn ch n mu qung co y, do cc yu t no : mu sc, m thanh, tnh hung,? Bn thch th n do g? Bn c ham mun s hu, hay s dng, hay ch l gp mt ln cho bit,.. Bn c hnh ng g, gi in thoi hi thng tin chi tit hn v sn phm, cch thc giao hng, mua th, khi xem qung co hay khng?). 3. Bn hy thu thp thng tin v gi biu qung co v s lng pht hnh ca bo Tui Tr, Thanh nin, Ngi Lao ng,. v a ra nhn xt ca mnh. 4. Tm quan trng ca cc cng c chiu th i vi hng tiu dng v hng cng nghip khc nhau nh th no ?. Bn hy minh ha iu ny bng v d thc tin.

86

BI TP TNG HP CA MN HC

Bi tp 1 L QUN NICE Sau nhiu nm hp tc iu khin vic bun bn cho mt x nghip qui m loi va, Ben Baker bn li phn hn ca mnh cho ngi khc vi mt s li kh ln. Ri ng tm mt c hi th v hn lm n cho mt nhc. ng mt nhiu thi gian nghin cu nhiu phng n. Sau cng, ng quyt nh mua li l qun NICE - mt l qun c 60 phng va c thit k xong, nm ven bin mt thnh ph nh trong khu vc ngh h tng i kh gi nhng c trin vng bnh trng nhanh - v ng cho rng c tim nng th trng v dch v lu tr rt ln. L qun nm cch mt xa l xuyn quc khong 1km - v cch mt vng du lch 15km (ng b) c nhiu l qun vi mi dch v, thuc loi Nh nc nhng li cho t nhn khai thc, thch hp vi cc cuc ngh di hn. ng tuyn m nhn vin m trch vic iu hnh tng qut. Lc u c bn c hu phng v mt ngi n ng lm mi vic. ng Baker v v ng ph trch vic tip khch v cc cng vic vn phng. Nh tng du lch nhiu v nhiu khch sn cng nh l qun, ng bit r cc khch i ngh cn nhng g trong mt ni tr ng. ng ngh rng mt cn phng tng i gin d nhng hin i vi mt ging ng tin nghi, nhng thit b v sinh thng thng v my iu ha khng kh l c th tha mn hu ht cc khch hng. ng c cm tng rng mt h bi hay mi thit k khc khng sinh li u khng cn thit - v ng cng ngh rng m mt nh hng n s pht sinh vn iu khin khng trng mong g li. Tuy nhin, theo yu cu ca nhiu
87

khch hng, ng cng cho thit k nhng dch v cn thit phc v cho ba im tm kiu u chu, c tnh lun vo gi thu phng. Khch c im tm vi c ph v bnh m ngt phc v trong mt cn phng cnh phng tip tn. Trong nm u t l khch thu tr gi vng mc 50%. So vi cc con s ng trn tp ch v kinh doanh khch sn do cc cng ty qung co pht hnh th con s ny r rng l thp hn vi mc trung bnh l 70% cc l qun cng loi. (l qun khng phc v nh hng n) Khi lm mt s so snh khc na vi nhng kt qu sau 2 nm hot ng, ng Baker bt u lo. ng quyt nh iu nghin li cng vic lm n ca mnh v tm cch lm gia tng t l khch n thu v hiu qu kinh doanh. ng khng mun t b s c lp ca mnh v cng khng th cnh tranh trc tip vi khu du lch c m nhng dch v y hn nhiu. ng Baker nu r nhng li im v gi c l qun ca ng trong cc tp qung co. ng hnh din v trnh c cc chi ph khng cn thit nh cc min du lch khc v n nh c mt gi tr ng khim tn - cn thp hn gi thu phng ti cc l qun r nht trong min du lch l 30%. Cc khch hng tr ng ti l qun ca ng cho bit kin ca h l h tm bng lng ni y. Tuy nhin, ng lo u khi thy mt s ln khch vo trong bi u xe, nh mt vng ri li i thng ra khng dng li. Gn y ng Baker lu tm n mt bn nghin cu ca S Du lch trong min cung cp nhng thng tin v du khch tr ng trong min ny nh sau: 1. 68% khch l cc cp v chng mi ci hay nhng cp v chng gi khng con. 2. 40% khch chun b cho cuc ngh ca h k v gi phng trc 2 thng. 3. 66% khch li trong vng trn 3 ngy m khng thay i ch . 4. 78% khch chn ch c sn cc khu gii tr.
88

5. 13% khch c thu nhp gia nh thp di 10.000 USD/nm. 6. 38% khch n min ny ln u. Cu hi : 1. Bn hy thm nh chin lc marketing ca ng Baker. Ti sao ng khng thnh cng? 2. Theo bn ng cn phi lm g ci thin c s khch n v nng cao hiu qu kinh doanh l qun ca ng? Bi tp 2 JAN CARLZON MARKETING HA HNG HNG KHNG SAS NH TH NO Khi Jan Carlzon nhn chc ch tch cng ty SAS, by gi l Scandinavian Airlines, vo nm 1980, hng hng khng ny ang b thua l. Trong nhng nm trc ban lnh o phi i ph vi vn ny bng cch ct gim chi ph. Carlzon thy l mt gii php sai lm: cng ty cn phi tm ra nhng cch mi cnh tranh v m bo doanh thu ca mnh. SAS theo ui tt c cc loi hnh khch m khng c trng tm v khng dnh u tin cho bt k ai. Trong thc t n l mt trong nhng cng ty t m bo gi nht chu Au. Tnh hnh cnh tranh gay gt hn n mc l Carlzon phi suy ngh xem: + Ai l khch hng ca ta? + Nhu cu ca h l g? + Ta phi lm g cho h a thch cng ty? Carlzon quyt nh rng cu tr li l phi tp trung cc dch v ca SAS vo nhng doanh nhn bay thng xuyn v nhng nhu cu ca h. Nhng ng nhn thy rng cc hng hng khng khc cng c gng chim lnh
89

khc th trng ny. H m bo ch ngi rng ri hn, ung min ph v nhiu tin nghi khc. Vy SAS phi tm cch lm nhng vic tt hn nu n mun tr thnh hng hng khng c a thch. im xut pht l phi nghin cu th trng tm ra cho c l nhng doanh nhn thng xuyn bay c mong mun v trng i nhng g cch phc v ca hng. Mc tiu ca ng l tm cch lm tt hn 1% trong 100 vic hn l lm tt hn 100% ch trong mt vic. Kt qu nghin cu th trng chng t rng u tin s mt ca loi hnh khch doanh nhn l m bo n ng gi. Nhng hnh khch ny cng mong mun th tc ghi tn nhanh chng v c th nhn li hnh l ca mnh mau l. Carlzon c ra hng chc ngi chuyn nghin cu tm ra nhng tng ci tin cc dch v . H quay v vi hng trm kin ngh, trong c 150 kin ngh c chn v chi ph thc hin l 40 triu USD. Mt trong nhng n quan trng nht l rn luyn cho tt c cc cng nhn vin ca SAS thc ton tm ton v khch hng. Carlzon hnh dung l mi khch hng trung bnh phi tip xc vi nm nhn vin ca SAS. Mi dp tip xc l mt khonh khc chn tht v SAS. Gi d mi nm c 5 triu hnh khch bay trn my bay ca SAS, th nh vy l c 25 triu dp thy r s thc v nhng im m hng hng khng tha mn hay khng tha mn c khch hng ca mnh. xy dng thi ng n vi khch hng trong ton cng ty hng c 10.000 nhn vin trc tip i d nhng kha hun luyn dch v hai ngy v 25.000 cn b qun l i d cc kha hun luyn ba tun. Carlzon xem nhn vin trc tip tip xc vi khch hng l nhng ngi quan trng nht trong trong cng ty. Cn v cc cn b qun l th h ch c vai tr gip cc nhn vin trc tip hon thnh tt cng vic ca h. Cn vai tr ca ng vi cng v ch tch, l gip cc cn b qun l h c th h tr c cc nhn vin trc tip. Kt qu l trong vng bn thng SAS t k lc l mt cng ty hng khng m bo bay ng gi nht chu Au. Cc h thng ghi tn hnh
90

khch lm vic nhanh hn nhiu, cn c c dch v m bo cho nhng hnh khch lu tr ti cc khch sn ca hng Scandinavian Airlines c th gi thng hnh l ca mnh n sn bay v a ln my bay. Scandinavian m bo vic bc d hnh l sau khi h cnh nhanh hn nhiu. Mt im i mi na l hng bn ton v hng sang, tr khi hnh khch mun mua v hng thng. Ting tm tt p ca hng trong gii kinh doanh lm tng doanh thu v tin bn v chu Au ln thm 8% v tin bn v lin lc a ln n 16%, mt thnh tch tht ln v trn th trng vn chuyn ng khng ang c s ct gim ga v mc tng trng bng khng. nh hng ca Carlzon i vi Scadinavian Airlines cho thy r mt iu l ngi lnh o cng ty c th m bo c s hi lng cho khch hng v li nhun cho cng ty khi ngi xy dng c mt quan im v nhim v thng nht cho ton cng ty, kch thch v buc tt c cn b cng nhn vin u hnh ng theo cng mt hng, c th l phn u tha mn nhng khch hng mc tiu. CU HI: 1. Carlzon chn khch hng mc tiu ca SAS l ai, v sao? 2. Carlzon lm g tha mn khch hng mc tiu? 3. Phn tch yu t con ngi trong kinh doanh dch v . 4. Tm cch lm tt hn 1% trong 100 vic hn l lm tt hn 100% ch trong mt vic v khonh khc chn tht l quan im ca Carlzon, cn quan im ca bn th sao?

91

Bai tap 3 CNG TY M PHM R Cng ty R l mt c s sn xut m phm v cc loi kem thoa cao cp ni ting. Khong hn mt nm nay, ng Byron tng gim c ca cng ty R phn tch nhng thnh qu ca 9 thng gn y v khng c hi lng. Vo k hp k ca hi ng qun tr, ng tuyn b rng R cn phi t c nhng li nhun ln hn. Mi ngi u nht tr cho rng s gim st v li nhun l do trong hai nm gn y, cng ty khng tung ra c mt sn phm mi no. Ban gim c c giao trch nhim nghin cu vn ny v phi tm ra gii php. ng Byron lp tc yu cu ban quy hoch chng trnh sn xut lm ngay cho ng bn tng trnh. ng bit rng ban ny ang duyt xt cng thc mt loi kem nh rng mi, c th a vo sn xut ngay nu cn phi c mt hng mi. Ban ny m bo vi ng Byron l kem nh rng mi ny lm bng hp cht c cht lng tuyt ho. Cc cuc th nghim phng th nghim cho thy kem nh rng cha c khai sinh ny lm sch rng nhiu hn cc loi kem nh rng khc, chc chn n s nh gc chng v chim lnh c th trng. Da trn c s cc cuc th nghim ny, ng Byron kt lun rng sn phm ny p ng ng vi nhng g m mi ngi ang cn, v ng yu cu tin hnh ngay cng vic sn xut tung sn phm mi ra th trng. Ban marketing c yu cu tm cho n mt ci tn, cng nh kiu chai ng v mu bao b. Nh s tch cc ca nhiu ban ngnh c vn, tin trnh cng vic thc hin nhanh chng v hai thng sau, kt qu c cng b sn phm c tn l Smile (n ci) v bao b mang mu sc tht quyn r.

92

Ban marketing quyt nh a sn phm y bn trong cc tim thuc ty. y thng gii thiu cc sn phm ca R, cng vi nhng sn phm cao cp khc c cht lng v ga c u cao. Xa nay, hng R thnh cng l nh bn cc sn phm qua trung gian ca nhng im bn hng ny. Ban gim c cho rng cc khch hng quen vi phm cht hng ca hng s sn sng mt loi kem nh rng tt vi ga mc hn. Hng R thit lp c nhng quan h khc na vi cc nh bun s h bn li cho khch hng bn l, cho nn vic phn phi kem nh rng Smile khng gp tr ngi no. Cho n nay, kem Smile c tung ra th trng 6 thng ri m kt qu bn hng khng tt p my. Cc nh bun s cng nh bn l u ng hng v khch mua rt t. Thm ch c mt s nh bn l yu cu hng R chp thun cho tr li hng khng bn c. H c cm tng l kem Smile khng c thnh cng i vi gii tiu th d cho vic qung co ht sc rm r vt ln trn mi hng cnh tranh khc h tr cho kem Smile. ng Byron yu cu b phn nghin cu th trng phn tch tnh hnh v gii thch cc kt qu ng bun . B phn ny t chc ngay mt cuc tip xc su rng vi nhng ngi c dng kem Smile ri v mt cuc th nghim v th hiu vi nhng ngi cha bit n loi kem ny. Mt vn phng nghin cu c thnh lp theo di cc cuc th nghim. H cng b cc kt qu tr li ca cc khch hng c tm tt nh sau: - Loi kem ti ang dng rt hp s thch cn kem Smile c hng v khng khip! - Cha bao gi ti thy nhn hiu ny siu th ni m ti hay n mua sm. - Ti thch loi kem ti ang dng, vic g li phi thay i ci khc? - Ti s chng tn tin cho mt loi kem kh t m cng khng hn g cc th khc!

93

CU HI: 1. Hy phn tch cc nguyn nhn ca tht bi. 2. Bn ngh nhng gii php g vi ng Byron?

94

HNG DN GII CC BI TP Bi 5 trang 48 Lp cng thc tnh gi bn theo phng php da vo chi ph cho doanh nghip dch v l hnh: G=Z+m Thay s vo ta c: G = 216 + 10%.G Gii phng trnh ny, tm c G = 216 : 0,9 = 240 (USD) Nh vy, doanh nghip dch v l hnh bn cho nh bn s tour vi gi l 240 USD, y c th xem l chi ph ca nh bn s. Tnh gi bn cho nh bn s tour: G = Z + m G = 240 + 20%.G Gii ra, G = 240 : 0,8 = 300 (USD) Nh vy, nh bn s tour bn cho nh bn l tour vi gi l 300 USD, y c th xem l chi ph ca nh bn l. Tnh gi bn cho nh bn l tour: G = Z + m G = 300 + 30%.G Gii ra, G = 300 : 0,7 = 428, 56 (USD) Tr li gi bn tour cho du khch i l l 428, 56 USD

Bi 6 trang 49 y l bi ton ngc li vi bi trn, phi tnh t nh bn l tour tm ra chi ph ca h. G=Z+m 1200 = Z + 25%.1200 Gii phng trnh ny, tm c Z = 1200 - 25%.1200 = 900 (USD); y c th xem l gi bn ca nh bn s. Ta tm ra chi ph ca nh bn s:
95

G=Z+m 900 = Z + 20%.900 Gii phng trnh ny, tm c Z = 900 - 20%.900 = 720 (USD); y c th xem l gi bn ca nh sn xt dch v l hnh v bi cho bit gi thnh ca doanh nghip l 648 USD. Ta tm ra li nhun ca nh sn xt dch v l hnh : G=Z+m 720 = 648 + m Gii phng trnh ny, tm c m = 720 - 648= 72 (USD) Nh vy, mc li nhun ca doanh nghip dch v l hnh so vi gi bn ca h l 72 (USD) : 720 (USD) = 10 (%)

96

TI LIU THAM KHO 1. 2. 3. 4. 5. 6. 7. 8. 9. Quch Th Bu Chu v cc tc gi khc, Marketing cn bn, NXB Thng k, TPHCM, 2005 Trn Xun Kim v Nguyn Vn Thi, Nghin cu tip th, NXB Thng K, 2001. Philip Kotler (V Trng Hng dch), Qun tr marketing, NXB Thng k, TPHCM, 1997. Philip Kotler (Hunh Vn Thanh dch), Nhng nguyn l tip th, NXB TP. HCM, 1994. V Th Ph, Marketing cn bn, i hc M bn cng TP.HCM, 1996. V Th Ph, Qun tr marketing, NXB Gio dc, TPHCM, 1998. Nguyn Xun Qu v cc tc gi khc, Marketing cn bn, NXB Thng k, TPHCM, 1998. Nguyn nh Th & Nguyn Th Mai Trang, Nguyn l marketing, NXB HQG TP. HCM, 2003. Hong Trng v Nguyn Vn Thi, Qung co, NXB HQG TP.HCM, 2000.

97

98