Chng 1: Bn cht ca Marketing

Marketing ra i trong nn sn xut hng ho t bn ch ngha nhm gii quyt mu thun gia cung v cu. Xut pht t nc M, sau c truyn b dn dn sang cc nc khc. Vit Nam tip nhn v a vo ging dy mn hc Marketing ti cc trng hc vo cui nhng nm 80 u 90 khi nn kinh t ang chuyn sang c ch th trng. Hin nay, Marketing l mt mn hc bt buc trong cc chng trnh ngnh Qun tr kinh doanh....

Chng 1: Bn cht ca Marketing 1.1. VAI TR CA MARKETING o 1.1.1. S ra i ca Marketing o 1.1.2. Cc khi nim c bn ca Marketing o 1.1.3. Vai tr, chc nng ca Marketing trong doanh nghip

1.2. QUN TR MARKETING o 1.2.1. Th no l qun tr Marketing? o 1.2.2. Cc quan im qun tr Marketing o 1.2.3. Qun tr qu trnh Marketing
CU HI N TP V THO LUN

1.1. VAI TR CA MARKETING 1.1.1. S ra i ca Marketing

Marketing ra i trong nn sn xut hng ho t bn ch ngha nhm gii quyt mu thun gia cung v cu. Xut pht t nc M, sau c truyn b dn dn sang cc nc khc. Vit Nam tip nhn v a vo ging dy mn hc Marketing ti cc trng hc vo cui nhng nm 80 u 90 khi nn kinh t ang chuyn sang c ch th trng. Hin nay, Marketing l mt mn hc bt buc trong cc chng trnh ngnh Qun tr kinh doanh. Marketing l qu trnh tng kt thc tin sn xut kinh doanh trong mi trng cnh tranh v dn dn c khi qut ho v nng ln thnh l lun khoa hc. Do qu trnh sn xut hng ho pht trin, t ch lao ng th cng n lao ng c gii ho, sn xut hng lot ln, lng hng ho cung cp ngy cng nhiu dn ti vt nhu cu ca th trng. Mt khc, mi quan h gia ngi sn xut v ngi tiu dng ngy cng xa do xut hin cc trung gian phn phi khi quy m sn xut ngy cng ln. Do vy, ngi sn xut ngy cng t c c hi hiu r c mong mun ca khch hng. y l nhng nguyn nhn cn bn dn ti hng ho sn xut ra khng bn c v khng p ng nhu cu ca khch hng. Hon cnh ny buc cc nh sn xut phi tm ti cc phng php khc nhau tiu th hng ho. Mi khi phng php c khng gii quyt c vn t ra th li xut hin phng php mi thay th. Do vy, ni dung, phng php v t duy kinh doanh cng bin i thch nghi vi mi trng kinh doanh mi. T t duy kinh doanh "Bn nhng ci mnh c sn" trong iu kin cung nh hn cu, cc doanh nghip phi chuyn dn sang t duy "Bn ci m khch hng cn" khi cung vt cu v cnh tranh gia tng. chnh l t duy kinh doanh Marketing. thc hin c t duy "Bn ci m khch hng cn" th nh sn xut phi hiu rt r khch hng ca mnh qua cng tc nghin cu th trng. Do vy, doanh nghip phi tin hnh hot ng Marketing tt c cc giai on ca qu trnh sn xut, t khi nghin cu th trng nm bt nhu cu cho n c sau khi bn hng. 1

Marketing u tin c p dng trong cc doanh nghip sn xut hng ha tiu dng, ri sau chuyn sang cc doanh nghip sn xut hng cng nghip. V trong thp k gn y, Marketing xm nhp vo cc ngnh dch v v phi thng mi. T ch ch b hp trong lnh vc kinh doanh trong giai on u, sau Marketing cn xm nhp vo hu ht cc lnh vc khc nh chnh tr, o to, vn ho-x hi, th thao... Ngy nay, chng ta c th thy nhiu trng i hc quc t thc hin hng lot cc chng trnh truyn thng ti Vit Nam thu ht sinh vin Vit Nam theo hc. Thm ch, cc chng trnh "Sinh c k hoch" cng cn n s h tr ca Marketing nu mun thuyt phc c cng chng thc hin. Ngi ta phi tm hiu r cc nhm cng chng khc nhau nm c nhu cu mong mun ca h. Trn c s , cc chuyn gia vch ra ni dung ca chng trnh truyn thng sao cho thuyt phc c cng chng tin theo.

1.1.2. Cc khi nim c bn ca Marketing

1) Marketing l g?
a) Marketing theo ngha rng Marketing l hot ng c phm vi rt rng, do vy cn mt nh ngha rng. Bn cht ca Marketing l giao dch, trao i nhm mc ch tho mn nhu cu v mong mun ca con ngi. Do , hot ng Marketing xut hin bt k ni no khi mt n v x hi (c nhn hay t chc) c gng trao i ci g c gi tr vi mt n v x hi khc. T , chng ta c th a ra cc nh ngha Marketing theo ngha rng sau y: Marketing l cc hot ng c thit k to ra v thc y bt k s trao i no nhm tho mn nhng nhu cu v mong mun ca con ngi.

Bt k khi no ngi ta mun thuyt phc ai lm mt iu g, th tc l cc ch th thc hin hot ng Marketing. c th l Chnh ph thuyt phc dn chng thc hin sinh c k hoch, mt ng chnh tr thuyt phc c tri b phiu cho ng c vin ca mnh vo gh Tng thng, mt doanh nghip thuyt phc khch hng mua sn phm, hay bn thn bn thuyt phc cc ng nghip, bn b thc hin mt tng mi ca mnh...Nh vy, hot ng Marketing xy ra trong mi lnh vc i sng x hi, i vi cc doanh nghip, cc t chc phi li nhun cng nh c quan ng, Nh nc. Ch th Marketing c th l mt c nhn, mt doanh nghip, mt ng chnh tr, mt t chc phi li nhun, v c mt chnh ph. i tng c Marketing, c gi l sn phm c th l:

1. 2. 3. 4.

Mt hng ha: t Toyota Innova, s mi Vit Tin... Mt dch v: Mega Vnn, chuyn pht nhanh DHL, ngnh hc PR... Mt tng: phng chng HIV, sinh c k hoch Mt con ngi: ng c vin tng thng, ng c vin quc hi... 2

5. Mt a im: khu du lch Tun Chu, Sapa... 6. V c mt t nc: Vietnam Hiden Charme...
i tng tip nhn cc chng trnh Marketing c th l ngi mua, ngi s dng, ngi nh hng, ngi quyt nh... b) Marketing theo ngha hp Marketing nh nh ngha trn y cp n vai tr ca n trong mt h thng kinh t - x hi rng ln. Tuy nhin, mc ch ca gio trnh ny l nghin cu v vn Marketing cho mt t chc ring bit trong h thng . T chc ny c th l mt mt doanh nghip, hoc mt t chc phi li nhun. Nh vy, chng ta cn mt nh ngha Marketing theo ngha hp hn. Marketing l mt h thng tng th cc hot ng ca t chc c thit k nhm hoch nh, t gi, xc tin v phn phi cc sn phm, dch v, tng p ng nhu cu ca th trng mc tiu v t c cc mc tiu ca t chc (theo Hip hi Marketing M - AMA). Ni ring, nu t chc thc hin Marketing l doanh nghip, chng ta c th tham kho mt nh ngha Marketing tiu biu sau y: Marketing l qu trnh qun l ca doanh nghip nhm pht hin ra nhu cu ca khch hng v p ng cc nhu cu mt cch c hiu qu hn so vi cc i th cnh tranh (Chartered Institute of Marketing). Marketing theo nh ngha ny c cc hm quan trng sau y:

Marketing l mt trit l kinh doanh mi, trit l v khch hng. ng thi, m bo cc hot ng Marketing, trong t chc cn c mt chc nng qun tr mi - chc nng qun tr Marketing. Chc nng qun tr Marketing ca doanh nghip, t chc nhm m bo cho ton b cc hot ng ca t chc phi hng ti khch hng. Mun vy, t chc phi xc nh ng c nhu cu v mong mun ca khch hng v tho mn cc nhu cu mt cch hiu qu. Doanh nghip thu c li nhun thng qua tho mn nhu cu ca khch hng. Marketing nhm p ng cc mc tiu ca doanh nghip trong di hn.

Cng c th ni, Marketing l qu trnh lmtho mn nhu cu ca khch hng, c thc hin bng cch:

Phi hp cc b phn chc nng khc nhau trong doanh nghip Nhm trng tm vo "Khch hng mc tiu" Thng qua vic s dng "Cc mc tiu, chin lc v k hoch Marketing" c thc hin bng "Hn hp Marketing 4P".

Hn hp Marketing 4P l g? l bn cng c Marketing trong tm tay m mt doanh nghip c th s dng tc ng vo th trng mc tiu nhm t c mc tiu t ra. Hn hp Marketing 4P gm 4 thnh t:

Sn phm

Sn phm l phng tin m cng ty dng tho mn nhu cu ca khch hng. Sn phm c th l hng ho hu hnh, dch v v hnh, c th l mt a im... khch hng phn bit c, sn phm phi c nhn hiu v phi c ng gi. Gi c Gi c l s tin khch hng phi b ra c c sn phm. Khch hng mua nhiu c th c gim gi. Khch quen c th c gi u i. Phng thc thanh ton tin li, linh hot cng gip cho khch hng mua nhiu. Phn phi Phn phi l cc hot ng nhm chuyn sn phm n tay khch hng mc tiu. Nu doanh nghip t chc knh phn phi tt s tng kh nng tiu th, ng thi tit kim c chi ph, v nh vy tng c kh nng cnh tranh. Xc tin Xc tin, hay truyn thng Marketing, li l mt hn hp bao gm cc thnh t cu thnh l qung co, quan h vi cng chng, tuyn truyn, khuyn mi v bn hngtrc tip. Xc tin c vai tr cung cp thng tin, khuyn khch v thuyt phc cng chng tin tng vo cng ty, vo sn phm v tiu dng sn phm ca cng ty. Nu cng ty nghin cu k nhu cu ca th trng, sau sn xut ra cc sn phm ph hp vi nhu cu th trng v xc nh gi c ph hp vi gi tr sn phm, t chc h thng phn phi tt v truyn thng Marketing c hiu qu th chc chn s d dng tiu th sn phm ca mnh. Khi cng ty thc hin nghin cu th trng k thit k sn phm, th bn thn sn phm c kh nng "t bn n" rt tt. Do vy, mt chuyn gia v Marketing, ng Peter Drukker kt lun nh sau: "Mc ch ca Marketing l nhn bit v hiu r khch hng k n mc hng ho hay dch v em ra bn s p ng tt nhu cu ca khch hng n mc t n bn n!".

2) Nhu cu, mong mun

Chng ta thy Marketing hin i hng ti tho mn nhu cu ca th trng, v nhu cu chnh l ng lc thi thc con ngi hnh ng ni chung v mua hng ni ring. Vy nhu cu l g? Mun hiu r chng ta cn phn loi cc nhu cu: a) Nhu cu t nhin Nhu cu t nhin, hay nhu cu con ngi (human need) l nhu cu c hnh thnh khi con ngi cm thy thiu thn mt ci g . Nh kinh t hc Maslow phn loi nhu cu t nhin ca con ngi thnh 5 bc khc nhau (xem hnh 1.1.) Nhu cu t nhin l vn c i vi con ngi. Marketing ch pht hin ra cc nhu cu t nhin ca con ngi ch khng to ra n.

b) Mong mun

Mong mun l nhu cu t nhin c dng c th, c th. Mi c nhn c cch ring tho mn mong mun ca mnh tu theo nhn thc, tnh cch, vn ho ca h. V d: i l nhu cu t nhin. Nhu cu ny c p ng bng cc cch khc nhau i vi cc khch hng khc nhau. Ngi th mun n cm, ngi th mun n ph, ngi th n bnh m, ngi th n mn mn... Cng l cm, ngi th n cm bi bnh dn, ngi th mun vo nh hng sang trng. Cng l nhu cu thng tin, ngi th dng my di ng nhn hiu Noikia hoc Motorola, ngi th dng nhn tin kt hp in thoi th. Hiu bit nhu cu t nhin ca khch hng thi th cha . Ngi lm Marketing cn phi nm c mong mun ca h to ra cc sn phm c th c tnh cnh tranh gip doanh nghip thng li. Ai cng bit l con ngi c nhu cu n tn ti, nhng cc nh kinh doanh n ung khc nhau to ra v vn cc loi thc phm khc nhau, cc cch thc phc v khc nhau p ng cc mong mun khc nhau ca khch hng. Giao lu cng l mt nhu cu t nhin ca con ngi. Cc nh kinh doanh Bu chnh Vin thng (BCVT) to ra v vn cc dch v khc nhau p ng cc mong mun giao lu gin tip khc nhau ca khch hng.

p ng cc mong mun ca cc nhm khch hng khc nhau s gip cho doanh nghip tng c kh nng cnh tranh, ng thi mang li cho x hi nhiu loi sn phm, dch v khc nhau cng tho mn mt nhu cu t nhin ca con ngi. Tuy nhin, xc nh ng mong mun ca khch hng khng phi l cng vic d dng. Do vy, doanh nghip cng phi gi m mong mun ang tim n trong mi con ngi. Ai cng mun c tn trng, t tin. Nhng khng ai bit l mun t tin th phi dng kem nh rng "Close up", hay phi nhai ko cao su " tp th dc mt". Bng cc sn phm ny, cc cng ty sn xut kem nh rng v ko cao su gip khch hng tho mn nhu cu c tn trng, t tin. c) Nhu cu c kh nng thanh ton Nhu cu c kh nng thanh ton l nhu cu t nhin v mong mun ph hp vi kh nng ti chnh ca khch hng. Nu khng c g tr ngi i vi hnh vi mua, nh cha c sn bn, bn khng ng lc, ng ch... th nhu cu c kh nng thanh ton s chuyn thnh quyt nh mua. Nhu cu c kh nng thanh ton cn c cc nh kinh t gi l cu ca th trng (Demand). C th ni, nu doanh nghip chm sc khch hng tt th s loi b nhiu tr ngi, ro cn i vi hnh vi mua v gip khch hng chuyn t nhu cu c kh nng thanh ton thnh quyt nh mua.

Nhu cu c kh nng thanh ton l nhu cu m doanh nghip cn quan tm trc ht, v y chnh l c hi kinh doanh cn phi nm bt v p ng kp thi. C hi kinh doanh khng dnh cho ring ai. Trong iu kin th trng ngy cng c t do ho, th nhu cu c kh nng thanh ton cha c tho mn s kch thch cc i th cnh tranh tham gia th trng. C th ni, trn th trng Vit Nam hin nay cn rt nhiu nhu cu c kh nng thanh ton nhng cha c tho mn. y chnh l c hi ln cho cc nh kinh doanh. i vi th trng Vit Nam th kh nng thanh ton l vn rt quan trng. Do vy, sn phm phi va ti tin ca ngi tiu dng. V d, mc du nhiu loi hng ho Trung Quc cht lng cha cao, nhng vn c khch hng Vit Nam mua dng. L do c bn l gi c cc hng ho va vi ti tin cu ng o khch hng Vit Nam, c bit l nng thn. d) Cc mc khc nhau ca cu v nhim v Marketing

Cu m

L cu th trng m phn ln khch hng khng thch sn phm. Nhim v ca Marketing l tm nguyn nhn v sao khch hng khng thch sn phm. Trn c s cn phi thit k li 4 thnh t Marketing - mix thu ht khch hng.

Khng c cu

L trng hp khi khch hng mc tiu th khng quan tm n sn phm c mi cho. Trong trng hp ny, nhim v ca Marketing l thng qua cc chng trnh xc tin lm cho khch hng thy c rng sn phm s p ng nhu cu no ca h.

Cu tim tng

L cu cha c tho mn. Trn th trng lun lun c cc mc cu cha c tho mn. Nhim v ca Marketing l pht hin v nh gi quy m ca th trng v to ra cc sn phm tho mn cc mc cu .

Cu suy gim

L cu ang gim dn. Nhim v ca Marketing l phi xc nh r nguyn nhn suy gim v ra cc chnh sch, chin lc m rng cu bng cch tm cc th trng mc tiu mi, hoc thay i cc ni dung ca 4 chin lc Marketing mix.

Cu khng u theo thi gian

l cu thay i theo thi gian (gi trong ngy, ngy trong tun, tun trong thng, thng trong nm...). Cu khng n nh lm cho t chc lc th d tha kh nng cung cp, lc th qu ti cng vic. Nhim v ca Marketing l tm cch dn u mc cu thng qua chin lc gi linh hot, chin lc xc tin v cc chnh sch khuyn khch khc.

Cu y

y l trng hp khi t chc hi lng vi lng cu ang c. Nhim v ca Marketing l duy tr mc cu hin c nhm phng trnh tnh hung cu st gim do cnh tranh tng ln cng nh s thay i s thch, 6

th hiu ca khch hng. Doanh nghip cn phi thng xuyn o lng mc hi lng ca khch hng kp thi iu chnh cc chin lc Marketing mix.

Cu vt qu kh nng cung cp

y l trng hp khi t chc khng c kh nng p ng ht cu th trng. Nhim v ca Marketing l s dng cc chin lc gi c, xc tin gim bt cu tm thi hay vnh vin ca cc phn th trng c li nhun thp, hoc cu khng cp thit. Cu v in hin nay Vit Nam thuc loi ny. Nh nc tnh gi in theo kiu lu tin hn ch ngi dng nhiu. ng thi Nh nc tng cng vic tuyn truyn dn chng s dng in tit kim.

Cu khng lnh mnh

Nhim v ca Marketing l lm gim cu bng cc chin lc xc tin, gi c v hn ch ngun cung (thuc l, ri, bia, game, ma tu...). Qua xem xt 8 mc ca cu v nhim v ca Marketing trn y, chng ta thy Marketing c vai tr qun l cu bng cc chnh sch khc nhau.

3) Gi tr, chi ph v s tha mn

Ngi tiu dng khng mua mt sn phm. H mua li ch m sn phm mang li khi tiu dng. chnh l gi tr tiu dng ca mt sn phm. V l cn c ngi tiu dng la chn mua sn phm . Ta c th nh ngha nh sau: Gi tr tiu dng ca mt sn phm l s nh gi ca ngi tiu dng v kh nng tng th ca sn phm c th tha mn nhu cu ca h. Chi ph i vi mt sn phm l ton b nhng hao tn m ngi tiu dng phi b ra c c gi tr tiu dng ca n. S tha mn ca ngi tiu dng l mc trng thi cm gic ca h khi so snh gia kt qu tiu dng sn phm vi nhng iu h mong i trc khi mua.

4) Th trng, sn phm
a) Th trng Theo quan im Marketing,th trng bao gm con ngi hay t chcc nhu cu hay mong mun c th, sn sng mua v c kh nng mua hng ho dch v tho mn cc nhu cu mong mun . Theo nh ngha ny, chng ta cn quan tm n con ngi v t chc c nhu cu, mong mun, kh nng mua ca h v hnh vi mua ca h. Cn phn bit khi nim th trng theo quan im Marketing, vi khi nim th trng truyn thng, l ni xy ra qu trnh mua bn, v khi nim th trng theo quan im kinh t hc, l h thng gm nhng ngi mua v ngi bn, v mi quan h cung cu gia h. b) Sn phm Con ngi s dng hng ho, dch v tho mn nhu cu ca mnh. Marketing dng khi nim sn phm (product) ch chung cho hng ho, dch v. 7

Sn phm l bt k ci g c th cho bn tha mn nhu cu, mong mun. Sn phm c th l hng ha, dch v, tng, a im, con ngi...Cn lu tng ngi tiu dng khng mua mt sn phm, m mua mt li ch, cng dng, mt s hi lng m sn phm mang li.

5) Trao i
Trao i l vic trao cho ngi khc mt th g nhn li mt sn phm m mnh mong mun. Marketing xut hin khi con ngi quyt nh tha mn nhu cu mong mun thng qua trao i. Trao i l khi nim cn bn nht ca Marketing. Trao i l mt trong 4 cch m con ngi c th c c sn phm. Cch th nht l t sn xut ra sn phm. Cch th 2 l ly ca ngi khc. Cch th ba l i xin. V cch th t l trao i (mua l mt hnh thc trao i). trao i c thc hin, cn phi c cc iu kin sau y:

C hai pha (hai n v x hi) tham gia trao i. Hai bn u t nguyn tham gia v c nhu cu cn c tho mn. Mi bn c th g c gi tr trao i v cc bn u tin l h c li qua trao i. Hai bn phi thng tin cho nhau v nhu cu, v gi tr trao i.

Trao i l hnh ng c c mt sn phm mong mun t ngi khc bng cch chuyn giao cho ngi mt th khc c gi tr tng ng. Trao i l mt khi nim cn bn nh ngha Marketing.

1.1.3. Vai tr, chc nng ca Marketing trong doanh nghip

1) Vai tr ca Marketing trong doanh nghip
Marketing c vai tr l cu ni trung gian gia hot ng ca doanh nghip v th trng, m bo cho hot ng ca doanh nghip hng n th trng, ly th trng lm mc tiu kinh doanh. Ni cch khc, Marketing c nhim v to ra khch hng cho doanh nghip. S dng Marketing trong cng tc k lp hoch kinh doanh s gip cho doanh nghip thc hin phng chm k hoch phi xut pht t th trng. Trong iu kin cnh trnh trn th trng gay gt th ch c doanh nghip no bit hng n th trng th mi c kh nng tn ti.

2) Chc nng ca Marketing trong doanh nghip

Marketing cn phi tr li cc vn sau ca doanh nghip :

Ai l khch hng mc tiu ca doanh nghip? H c cc c im g? Nhu cu, mong mun ca h nh th no? (Hiu r khch hng) Mi trng kinh doanh ca doanh nghip c tc ng tch cc, tiu cc nh th no n doanh nghip? (Hiu r mi trng kinh doanh). Cc i th no ang cnh tranh vi doanh nghip? H mnh yu nh th no so vi doanh nghip? (Hiu r i th cnh tranh) Doanh nghip s dng cc chin lc Marketing hn hp g tc ng ti khch hng? (Sn phm, gi c, knh phn phi, xc tin - Marketing mix). y l v kh ch ng trong tay ca doanh nghip "tn cng" vo th trng mc tiu. 8

Nh vy, c th ni mun kinh doanh thnh cng, doanh nghip phi hiu r mnh, hiu r i phng, hiu r khch hng, hiu thin r thin thi, a li (iu kin mi trng). T cng ty mi c th xy dng nn chin lc Marketing hng ti th trng. y l chc nng ring ca "Qun tr Marketing" m cc chc nng khc trong cng ty khng thc hin c. Do vy, n mang tnh c lp tng i vi cc chc nng khc. Tuy nhin, thc hin cc hot ng ca mnh, b phn Marketing cn c s h tr phi hp ca cc chc nng khc.

3) Mi quan h ca Marketing vi cc chc nng khc

Trong mt doanh nghip c nhiu chc nng. l:

Chc nng qun tr ti chnh- k ton Chc nng qun tr ngun nhn lc Chc nng qun tr sn xut Chc nng qun tr Marketing Chc nng nghin cu-pht trin...

Hnh 1.2 m t mi quan h gia chc nng Marketing v cc chc nng khc trong cng ty, trong chc nng Marketing l cu ni gia th trng v doanh nghip thng qua cc chc nng khc.

Vy mi quan h gia cc chc nng ny nh th no? Marketing c th ng ring r to ra khch hng cho doanh nghip c khng? Cu tr li l mun thc hin c mc tiu ca mnh th Marketing phi bit phi hp vi cc chc nng khc to ra sc mnh tng hp. L do n gin l mun thc hin chin lc ca mnh th cc nh qun tr Marketing phi c cc ngun lc nh ti chnh, nhn lc, cng ngh, thit b sn xut..., tc l phi bit phi hp vi cc chc nng khc trong doanh nghip to ra sc mnh tng hp hng ti th trng. Nh vy, Marketing va c cc chc nng c lp, va phi phi hp vi cc chc nng khc trong doanh nghip thc hin c mc tiu t ra. Chc nng Marketing c mi lin h thng nht hu c vi cc chc nng khc. C th ni Marketing va l mt t duy kinh doanh mi - t duy hng v khch hng, ng thi va l mt chc nng quan trng trong cng ty - chc nng kt ni th trng vi cng ty, m bo cho cng ty thc hin t duy hng v khch hng. Trong iu kin kinh t th trng c th ni Marketing l cha kho ca s thnh cng cho doanh nghip.

1.2. QUN TR MARKETING 1.2.1. Th no l qun tr Marketing?

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Cng nh cc hot ng khc trong doanh nghip, t c mc tiu t ra, hot ng Marketing cn phi c qun tr. Theo Ph. Kotler: Qun tr Marketing l qu trnh phn tch, lp k hoch, thc hin v kim tra vic thi hnh cc bin php nhm thit lp, cng c v duy tr nhng cuc trao i c li vi ngi mua c la chn t c mc tiu ca doanh nghip. Nh vy, qun tr Marketing c lin quan trc tip n cc vn sau y:

Nm bt nhng bin ng (tng, gim) ca nhu cu th trng Gi m, kch thch v iu ha nhu cu ca th trng ra cc bin php nhm tc ng n cu ca th trng sao cho doanh nghip c th t c cc mc tiu t ra. Kim tra vic thc hin cc chin lc, k hoch v cc bin php Marketing

1.2.2. Cc quan im qun tr Marketing

Marketing hnh thnh v pht trin trong mt qu trnh hon thin khng ngng ca nhn thc v qun tr doanh nghip. Cho n nay, trn th gii ngi ta tng kt 5 quan im qun tr Marketing. C th tm tt nm quan im nh sau.

1) Quan im hng v sn xut

Quan im hng v sn xut cho rng khch hng s a thch nhiu sn phm gi phi chng c bn rng ri. Do vy, doanh nghip cn phi m rng quy m sn xut v m rng phm vi phn phi. Theo quan im ny th yu t quyt nh thnh cng cho doanh nghip l gi bn h v c nhiu hng ho. Doanh nghip sn xut nhng hng ho m h c thun li. Trn thc t, cc doanh nghip theo ui quan im ny s thnh cng nu lng hng cung cp cn thp hn nhu cu v doanh nghip c li th theo quy m (tc l sn xut cng nhiu th gi thnh cng h), ng thi th trng mong mun h gi sn phm. Tuy nhin, trong iu kin sn xut c gii ho hng lot dn ti cung vt cu th quan im ny kh m bo cho doanh nghip thnh cng. Hng ho Trung Quc xm chim th trng Vit Nam v nhiu th trng khc trn th gii nh gi thp v cht lng tm tm. Chin lc ny thnh cng do th trng nng thn rng ln ca Vit Nam nhiu nhu cu tiu dng cha c p ng, v kh nng thanh ton cha cao. Trong mt cng ty hng v sn xut, cc nh qun l cp cao nh Ch tch Hi ng qun tr, gim c iu hnh c chuyn mn k thut thuc lnh vc sn xut ca cng ty, cn b phn bn hng l mt phng nh thc hin chc nng qung co m thi.

2) Quan im hon thin sn phm

Quan nim hon thin sn phm cho rng ngi tiu dng a thch nhng sn phm c cht lng cao nht, c tnh nng s dng tt nht. T , doanh nghip cn phi n lc hon thin sn phm khng ngng. Tt nhin, trong mi trng cnh tranh cc doanh nghip cn phi thng xuyn hon thin sn phm ca mnh, nhng khng phi l tt c. Nhu cu ca th trng lun thay i. Nu cc doanh nghip qun mt iu , ch say sa hon thin sn phm c ca mnh, th s c khi b tht bi v nhu cu th trng thay i. Hng sm lp xe t Mt-x-lanh ca Php tng ni ting v cht lng sm lp bn tt, theo ui quan im hon thin sn phm. Tuy nhin, sau h b tht bi khi xu hng ca th trng l thay 10

i mt t nhanh chng. Nu Bu chnh cc nc ch nhm vo cc dch v truyn thng hon thin th s kh trnh khi s tht bi do cc dch v vin thng thay th ang cnh tranh quyt lit.

3) Quan im hng v bn hng

Quan im hng v bn hng cho rng khch hng hay ngn ngi, chn ch trong vic mua sm hng ho. Do vy, doanh nghip phi n lc thc y bn hng th mi thnh cng. Theo quan im ny doanh nghip sn xut ri mi lo thc y tiu th. thc hin theo quan im ny doanh nghip phi u t vo t chc cc ca hng hin i v ch trng tuyn chn hun luyn nhn vin bn hng c k nng thuyt phc gii, ch n cng c qung co, khuyn mi... Trong lch s, quan im ny cng mang li thnh cng cho nhiu doanh nghip. V cho ti ngy nay cc k thut bn hng, khuyn mi vn pht huy tc dng. Tuy nhin, n khng phi l yu t quyt nh. Ngy nay, nhiu ngi vn lm ln gia Marketing v bn hng. Tuy nhin, nu sn phm khng p ng c nhu cu cu khch hng th cc n lc nhm vo bn hng cng s l v ch. Bn s v ch khi thuyt phc mt thanh nin thi nay mua b o di the, khn xp mc d vi gi rt r! i vi cng ty hng v bn hng th nh qun tr bn hng tr thnh ngi quan trng nht trong cng ty, chc nng bn hng l chc nng quan trng nht trong cng ty. H l ngi mang li s thnh cng cho cng ty. Theo quan im ny, ngi bn hng gii c th bn c mi th hng ho, k c cc hng ho m khch hng khng a thch!

4) Quan im hng v khch hng

Quan im hng v khch hng khng nh rng thnh cng doanh nghip phi xc nh chnh xc nhu cu v mong mun ca th trng mc tiu, ng thi c th tho mn cc nhu cu mong mun sao cho c hiu qu hn cc i th cnh tranh. Thi im xut hin ca quan im ny l vo cui nhng nm 1960. y chnh l trit l kinh doanh Marketing nh hng khch hng. So snh khi qut gia cc t tng nh hng bn hng v nh hng khch hng c m t trong hnh 1.3. phn bit r quan im nh hng khch hng chng ta vch r cc c trng c bn ca quan im ny nh sau:

Nhm vo th trng mc tiu nht nh Hiu r nhu cu, mong mun ca khch hng mc tiu S dng tng hp cc cng c khc nhau (Marketing hn hp) Tng li nhun trn c s tho mn nhu cu ca khch hng

C th ni, Marketing l mt t duy kinh doanh mi, t duy hng ti khch hng, ly khch hng lm mc tiu tn ti. thc hin t duy ny cn phi c mt t chc m nhim cc hot ng Marketing trong doanh nghip. Do vy, xut hin mt chc nng mi l chc nng Qun tr Marketing nh cc chc nng khc: Qun tr nhn s, Qun tr ti chnh - k ton, Qun tr sn xut... Trong mt cng ty hng v khch hng, Ch tch Hi ng qun tr v Gim c iu hnh c kin thc c bn l Marketing ch khng phi l kin thc cng ngh.

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Trong thi k kinh t k hoch ho tp trung Vit Nam, Marketing khng c ch ng. Kinh t quc doanh c v tr tuyt i c v quy m v v th. Nhng cc doanh nghip nh nc khng c ng lc p dng Marketing, v h khng cn khch hng. Cn cc thnh phn kinh t hp tc x v t nhn th nh b, manh mn. Do vy, h cng ch ch trng ti khu bn hng m thi. T khi Vit Nam chuyn sang c ch th trng th bt u ny sinh nhu cu tm hiu, hc tp v vn dng Marketing vo thc tin kinh doanh. Vo cui nhng nm tm mi v u nhng nm chn mi, Marketing bt u c a vo ging dy ti cc trng i hc Vit Nam . D nhin l khng phi mt sm, mt chiu m mt cng ty c th chuyn ngay sang nh hng Marketing. nh gi mc nh hng Marketing ca mt cng ty, chng ta c th s dng phng php cho im theo cc tiu chun khc nhau (xem Ph lc cui chng).

4) Quan im Marketing o c x hi
y l quan im xut hin gn y nht. Quan im ny i hi phi kt hp hi ho gia 3 li ch khch hng nhau: li ch khch hng, li ch doanh nghip v li ch x hi. Sn phm ca cc doanh nghip phi gip cho cng ng ci thin cht lng cuc sng, ch khng ch n thun l i sng vt cht. Trn thc t, c nhiu doanh nghip tho mn c hai li ch u nhng lng qun li ch x hi nh: gy nhim, hu hoi mi trng, lm cn kit ti nguyn, gy bnh tt cho con ngi... Kt qu l b x hi ln n, ty chay. Cc hng thuc l ngy cng b x hi ln n, v Chnh ph nhiu nc cm mi hnh thc qung co thuc l. Hng Coca-Cola cng tng b t chc bo v ngi tiu dng buc ti v cc cht ho hc c hi cho sc kho con ngi. Cc loi bao b hng ho kh phn hu cng b ln n.

1.2.3. Qun tr qu trnh Marketing

1) Qu trnh cung ng gi tr cho khch hng
Mc tiu ca bt k doanh nghip no l cung ng gi tr cho khch hng tha mn nhu cu ca h, v thu li nhun cho doanh nghip. C 2 quan im cung ng gi tr cho khch hng.

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Theo quan im truyn thng, cung ng gi tr cho khch hng, doanh nghip trc tin cn phi c sn phm. Sau , doanh nghip nh gi, thng tin cho khch hng, v tiu th sn phm. Quan im ny ch thnh cng trong iu kin th trng khan him. Theo quan im hin i, qu trnh cung ng gi tr cho khch hng bao gm 3 bc: Bc 1: La chn gi tr. Trong bc ny, cn tin hnh phn on th trng, la chn th trng mc tiu thch hp, v nh v sn phm (tc l to ra s khc bit ca sn phm so vi cc sn phm cnh tranh). Bc 2: To ra gi tr. Trong bc ny cng ty phi pht trin sn phm, dch v km theo, nh gi, t chc mng li phn phi. Bc 3: Thng bo v cung ng gi tr. Trong bc ny, doanh nghip thc hin cc hot ng truyn thng nh qung co, khuyn mi v bn hng.

2) Qun tr qu trnh Marketing

Qu trnh Marketing bao gm 5 bc sau y:

Phn tch c hi Marketing Phn on v la chn th trng mc tiu Thit k cc chin lc Marketing Hoch nh cc chng trnh Marketing T chc thc hin v kim tra cc n lc Marketing.

a) Phn tch cc c hi th trng Qu trnh phn tch cc c hi th trng bao gm hai bc l pht hin th trng mi v nh gi kh nng cu th trng. - Pht hin th trng mi Trc khi bc vo th trng mi, mt cng ty phi nghin cu th trng k cng pht hin ra nhng kh nng kinh doanh ph hp vi nng lc ca mnh. Nu cng ty c v tr trn th trng ri, h cng tm cc c hi kinh doanh mi to ra mt v th an ton, v th trng lun lun bin i. C th ni, trn th trng lun lun c cc c hi kinh doanh. Vn l cho doanh nghip c kp thi pht hin ra hay khng, v c hi c ph hp vi nng lc ca doanh nghip hay khng? - nh gi kh nng p ng c hi th trng ca cng ty Trn th trng lun c cc c hi kinh doanh khc nhau. Vn l cc c hi c ph hp vi cng ty hay khng, tc l cng ty c kh nng tham gia th trng vi u th cao hn so vi cc i th cnh tranh hay khng... Ni cch khc, cng ty phi xem xt n mc tiu v tim nng cu cng ty. b) Phn an th trng. La chn th trng mc tiu Sau khi phn tch c hi th trng, cng ty phi la chn th trng mc tiu, tc l cng ty c th nhm vo i tng khch hng no hp dn nht phc v th thun li nht cho cng ty: phc v tt c cc khch hng trn tt c cc a bn, hay chn mt nhm hoc mt s nhm khch hng no? Trc khi chn th trng mc tiu, cng ty cn phn on th trung, tc l chia khch hng thnh cc nhm khc bit v nhu cu, tnh cch hay hnh vi. Th trng mc tiu c th bao gm mt hoc mt vi on th trng. Sau cng ty phi nh v sn phm trn th trng mc tiu c chn, tc l m bo cho sn phm d 13

kin tung ra th trng c cc c tnh g khc bit vi cc sn phm cnh tranh v ph hp vi mong mun ca khch hng mc tiu. Lm c nh vy cng ty s tng c kh nng cnh tranh cho sn phm. c) Xy dng chin lc Marketing Mi cng ty u phi hot ng c nh hng, c mc tiu r rng. Mun vy, cng ty phi t ra mc tiu v cch thc t c mc tiu . Cng c thc hin l k hoch chin lc v k hoch Marketing. Mi cng ty c th c mt vi lnh vc hot ng. Mi lnh vc hot ng c nhng mt hng khc nhau. Tp on BCVT Vit Nam c ba lnh vc kinh doanh: cc dch v bu chnh, cc dch v vin thng v lnh vc cng nghip vin thng. Trong tng lnh vc li c cc sn phm, dch v khc nhau. Tuy nhin, khng phi tt c cc lnh vc hot ng ca cng ty u c tng lai tt p nh nhau. C lnh vc suy gim, thua l, c lnh vc tng trng nhanh. Mc tiu ca k hoch chin lc l xc nh r cng ty ang tm c v pht trin cc lnh vc sn xut mnh v thu hp cc lnh vc sn xut yu km. Vic lp k hoch Marketing c nhim v son tho cc k hoch cho ring tng ngnh sn xut, tng mt hng ca cng ty sau khi cng ty thng qua cc quyt nh chin lc i vi tng ngnh sn xut ca mnh. K hoch Marketing bao gm cc k hoch di hn (trn 1 nm) v k hoch hng nm. K hoch di hn phn tch cc nhn t ch yu nh hng n th trng trong giai on k hoch, ra cc mc tiu cho giai on , nhng bin php chin lc c bn chim lnh th phn d kin cho sn phm, li nhun d kin, doanh thu v chi ph d kin. K hoch ny c xem xt v iu chnh cho ph hp vi cc bin ng trong mi trng. K hoch nm l phng n chi tit ca cc d kin ra trong k hoch di hn i vi nm thc hin u tin. Trong k hoch nm trnh by cc tnh hung Marketing hin ti, vch ra nguy c v c hi, cc mc tiu t ra i vi mi sn phm, k hoch Marking cho nm k hoch. K hoch Marketing l c s phi hp tt c cc loi hnh hot ng: sn xut, Marketing, ti chnh. d) Xy dng cc chng trnh Marketing hn hp (Marketing mix) Marketing mix bao gm tt c nhng g m cng ty c th vn dng tc ng n th trng mc tiu nhm to ra cc p ng mong mun. Sau khi quyt nh v nh v sn phm, cng ty phi tin hnh lp k hoch Marketing hn hp nhm huy ng mi nng lc ca cng ty t c mc tiu. y l khc bit c bn cu Marketing hin i so vi quan im nh hng bn hng. Trong chng trnh Marketing hn hp, cng ty phi xc nh r cc c trng ca sn phm nh tn gi, bao b, cc thuc tnh, cc dch v km theo; gi bn ca sn phm bao gm bn l, bn bun, gi u i, chit khu, bn tr chm...; phng thc phn phi sn phm n tay khch hng; v cui cng l chng trnh truyn thng Marketing nhm thng tin cho khch hng mc tiu v sn phm mi, thuyt phc h, nhc nh h, gy thin cm ca h i vi cng ty. e) T chc thc hin cc hot ng Marketing thc hin cc hot ng Marketing cng ty cn phi c b my tng ng. l h thng b my t chc Marketing. i vi cc cng ty nh, b my t chc Marketing c th ch do mt vi ngi m nhim tt c cc hot ng Marketing nh nghin cu Marketing, t chc tiu th, t chc truyn thng Marketing, cung cp cc dch v khch hng...

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i vi cc cng ty ln, ngi ta phi xy dng mt b my t chc marketing c quy c. B my Marketing c th c t chc theo sn phm; theo khch hng, theo a d; v t chc kiu hn hp kt hp 2 hoc 3 tiu chun (theo a d, theo sn phm, theo khch hng).

CU HI N TP V THO LUN
1. Trnh by t duy "Ch bn nhng th m khch hng cn". Ly v d doanh nghip thc hin theo t duy ny.
- Bn nhng th m khch hng cn l th hin cn bn ca t duy kinh doanh "hng v khc hng". Mun thc hin c t duy ny th phi nghin cu th trng hiu r khch hng cn g. - Nhng th m h cn y khng ch l v loi sn phm, dch v g, m cn gi c ra sao th h mua? lc no h mua? u? h cn xng h nh th no? h cn ta chm sc nh th no? lc no th khng nn n i n h? Lc no th d i n? - Khi thc hin c phng chm "ch bn nhng th m khch hng cn" th khch hng s hi lng, h khng nhng mua nhiu m cn gii thiu cho ta thm khch hng mi. Li gii thiu ca khch hng c hiu qu hn nhiu so vi cc loi qung co trn cc phng tin thng tin i chng m Doanh nghip phi mt rt nhiu tin thc hin. Nh vy s tng c kh nng cnh tranh ca Doanh nghip. - Sinh vin ly v d thc t minh ho.

2. Hy nu mt v d v s xm nhp ca Marketing vo cc lnh vc ngoi kinh doanh nh chnh tr, gio dc, cng ch. 3. Trnh by vai tr v chc nng Marketing trong doanh nghip
Marketing c vai tr l cu ni trung gian gia hot ng ca doanh nghip v th trng, m bo cho hot ng ca doanh nghip hng n th trng, ly th trng lm mc tiu kinh doanh. Ni cch khc, Marketing c nhim v to ra khch hng cho doanh nghip. S dng Marketing trong cng tc k lp hoch kinh doanh tc l doanh nghip thc hin phng chm k hoch phi xut pht t th trng. Marketing c chc nng phi tr li cc vn sau:

Ai l khch hng mc tiu ca doanh nghip? H c cc c im g? Nhu cu, mong mun ca h nh th no? (Hiu r khch hng) Mi trng kinh doanh ca doanh nghip c tc ng tch cc, tiu cc nh th no n doanh nghip? (Hiu r mi trng kinh doanh). Cc i th no ang cnh tranh vi doanh nghip? H mnh yu nh th no so vi doanh nghip? (Hiu r i th cnh tranh) Doanh nghip s dng cc chin lc Marketing hn hp g tc ng ti khch hng? (Sn phm, gi c, knh phn phi, xc tin - Marketing mix). y l v kh ch ng trong tay ca doanh nghip "tn cng" vo th trng.

Nh vy, c th ni mun kinh doanh thnh cng, doanh nghip phi hiu r mnh, hiu r i phng, hiu r khch hng, hiu thin r thin thi, a li (iu kin mi trng). T cng ty mi c th xy dng nn chin lc Marketing hng ti th trng. y l chc nng ring ca "Qun tr Marketing" m cc chc nng khc trong cng ty khng thc hin c. Do vy, n mang tnh c lp tng i vi cc chc nng khc.

4. Tm mt tnh hung chng t rng doanh nghip tht bi khi khng thc hin t duy ch bn nhng th m khch hng cn. 5. Trnh by quan im hng v khch hng.?

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Quan im ny khng nh rng cha kho doanh nghip thnh cng l h phi xc nh chnh xc nhu cu v mong mun ca th trng mc tiu, ng thi c th tho mn cc nhu cu mong mun sao cho c hiu qu hn cc i th cnh tranh. Cc c trng c bn ca quan im ny nh sau:

Nhm vo th trng mc tiu nht nh Hiu r nhu cu, mong mun ca khch hng mc tiu S dng tng hp cc cng c khc nhau (Marketing hn hp) Tng li nhun trn c s tho mn nhu cu ca khch hng

C th ni Marketing l mt t duy kinh doanh mi, t duy hng ti khch hng, ly khch hng lm mc tiu tn ti. thc hin t duy ny cn phi c mt t chc m nhim cc hot ng Marketing trong doanh nghip. Do vy, xut hin mt chc nng mi l chc nng Qun tr Marketingnh cc chc nng khc: Qun tr nhn s, Qun tr ti chnh-k ton, Qun tr sn xut...

6. Phn tch quan im cho rng Marketing va l mt t duy kinh doanh mi, va l mt chc nng trong cng ty. 7. Trnh by s khc nhau gia nh hng bn hng v nh hng Marketing.

- Quan im hng v bn hng (sale orientation) cho rng khch hng hay ngn ngi, chn ch trong vic mua sm hng ho. Do vy doanh nghip phi n lc thc y bn hng th mi thnh cng. - Theo quan im ny doanh nghip sn xut ri mi lo thc y tiu th. thc hin theo quan im ny doanh nghip phi u t vo t chc cc ca hng hin i v ch trng tuyn chn hun luyn nhn vin bn hng c k nng thuyt phc gii, ch n cng c qung co, khuyn mi...

8. Trnh by mi quan h ca chc nng Marketing vi cc chc nng khc trong doanh nghip
Trong mt Doanh nghip c nhiu chc nng qun tr khc nhau:

Chc nng qun tr ti chnh- k ton Chc nng qun tr ngun nhn lc Chc nng qun tr sn xut Chc nng qun tr Marketing Chc nng nghin cu-pht trin

Mun thc hin c mc tiu ca mnh th Marketing phi bit phi hp vi cc chc nng khc to ra sc mnh tng hp. L do n gin l mun thc hin chin lc ca mnh th cc nh qun tr Marketing phi c cc ngun lc nh ti chnh, nhn lc,

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cng ngh, thit b sn xut..., tc l phi bit phi hp vi cc chc nng khc trong doanh nghip to ra sc mnh tng hp hng ti th trng. Nh vy Marketing va c cc chc nng c lp, va phi phi hp vi cc chc nng khc trong doanh nghip thc hin c mc tiu t ra. Chc nng Marketing c mi lin h thng nht hu c vi cc chc nng khc.

9. Trnh by quan im Marketing o c x hi

kinh doanh thnh cng, mi Doanh nghip cn p ng li ch ca khch hng bn trong, khch hng bn ngoi v ca x hi. - Khch hng bn trong l CB CNV ca DN. y l li ch quan trng nht, v nu li ch ny c tho mn th mi c tin p ng cc li ch cn li. - Li ch ca Khch hng bn ngoi c v tr quan trng th 2. - Li ch ca x hi c v tr quan trng th 3 - Lin h gn lin vi qu trnh thay i t duy kinh doanh

10. Phn bit gia nhu cu v mong mun ca khch hng.

Nhu cu t nhin (need) l nhu cu c hnh thnh khi con ngi cm thy thiu thn mt ci g . Nh kinh t hc Maslow phn loi nhu cu t nhin ca con ngi thnh 5 bc khc nhau. - Nhu cu t nhin l vn c i vi con ngi. Marketing ch pht hin ra cc nhu cu t nhin ca con ngi ch khng to ra n. - Mong mun l nhu cu t nhin c dng c th. Mi c nhn c cch ring tho mn mong mun ca mnh tu theo nhn thc, tnh cch, vn ho ca h. - Hiu bit nhu cu t nhin ca khch hng thi th cha . Ngi lm Marketing cn phi nm c mong mun ca h to ra cc sn phm c th c tnh cnh tranh gip doanh nghip thng li. - Sinh vin cho v d minh ho

11. Cc doanh nghip Vit Nam di thi bao cp c cn dng n Marketing hay khng? V sao? 12. Bn ang c nh ti mt a im c nhiu trng i hc. Bn nh m ca hng cm. Bn s thc hin cc bc trong cng tc Marketing nh th no? Phng n kinh doanh ca bn c g khc nhau trong 2 trng hp cung ln hn cu, v cung nh hn cu? 13. Ti sao cc nh kinh doanh t nhn nh khng d cc cc kho hc v Marketing m vn thnh cng? Nu bn c hc Marketing mt cch bi bn, bn c hy vng rng mnh s tr thnh nh kinh doanh gii khng? V sao? 14. Bn th tm kim cc c hi kinh doanh ti a phng bn. Bn th chn ly mt c hi kinh doanh ph hp vi kh nng ca bn? 15. Phn tch qu trnh qun tr Marketing chnh l qu trnh qun tr Marketing bao gm cc giai on nh sau:

Phn tch cc c hi th trng. La chn th trng mc tiu. nh v sn phm. Xy dng chin lc Marketing. Xy dng chng trnh Marketing hn hp. Thc hin cc bin php Marketing. 17

Sinh vin trnh by tm tt ni dung cc giai on nu trn y.

Chng 2: H thng thng tin v nghin cu Marketing

H thng thng tin Marketing l mt tp hp con ngi, thit b v cc th tc dng thu thp, phn loi, phn tch, nh gi v phn phi thng tin cn thit mt cch chnh xc, kp thi cho cc nh quyt nh Marketing....

Contents

Chng 2: H thng thng tin v nghin cu Marketing 2.1. H THNG THNG TIN MARKETING o 2.1.1. Khi nim 2.1.2. S cn thit mt H thng thng tin Marketing o 2.1.3. M hnh H thng thng tin Marketing 2.2. NGHIN CU MARKETING

o o o o o o

2.2.1. Khi nim 2.2.2. Mc ch ca nghin cu Marketing 2.2.3. Qu trnh nghin cu Marketing 2.2.4. Cc phng php thu thp d liu 2.2.5. Phng php chn i tng iu tra 2.2.6. Phiu iu tra CU HI N TP V THO LUN

2.1. H THNG THNG TIN MARKETING 2.1.1. Khi nim

H thng thng tin Marketing l mt tp hp con ngi, thit b v cc th tc dng thu thp, phn loi, phn tch, nh gi v phn phi thng tin cn thit mt cch chnh xc, kp thi cho cc nh quyt nh Marketing. Theo nh ngha ny, con ngi v thit b c vai tr thit yu trong h thng thng tin Marketing. Mt h thng thng tin Marketing l tng c kh nng:

To ra cc bo co thng xuyn v cc nghin cu c bit khi cn thit. Kt hp cc s liu c v mi cung cp cc thng tin cp nht v xc nh cc xu hng th trng. Phn tch s liu (dng cc m hnh ton hc) Gip cho cc nh qun l tr li cc cu hi dng "Nu... th...?".

V d "Nu cng ty gim gi 10% th doanh s tng bao nhiu?" Do my tnh c nhn ngy cng c s dng rng ri v d dng vi chi ph thp v kh nng ni mng cc my tnh cc a im khc nhau, h thng thng tin Marketing mang li nhng tim nng to ln hn cho cc nh qun tr Marketing. Mt h thng thng tin Marketing trn c s ng dng mng my tnh c th cung cp nhanh chng cc thng tin Marketing cn thit vi chi ph thp. Gi tr v s thnh cng ca H thng thng tin Marketing ph thuc vo ba yu t: 18

Bn cht v cht lng ca cc s liu sn c chnh xc v tnh hin thc ca cc m hnh v k thut phn tch cc s liu. Mi quan h cng tc gia nh khai thc H thng thng tin v cc nh qun l Marketing s dng thng tin.

2.1.2. S cn thit mt H thng thng tin Marketing

Hot ng Marketing trong doanh nghip ngy cng phc tp v a dng, i hi phi c y v kp thi cc thng tin cn thit. Vic qun tr cc hot ng Marketing phi da trn cc thng tin v th trng, v mi trng bn trong, bn ngoi doanh nghip. Hu nh mi bc trong qu trnh qun tr Marketing nh phn tch, lp k hoch, thc hin v kim tra hiu qu ca cc hot ng Marketing th nh qun tr Marketing u cn thng tin. H cn thng tin v nhu cu, th hiu ca khch hng, v hot ng ca cc i th cnh tranh, v cc yu t ca mt trng kinh doanh... Cc thng tin ny cn c lu tr, cp nht thng xuyn, c chia s gia cc nh qun l, c truy nhp d dng. y cng l l do cn phi t chc thng tin Marketing thnh mt h thng. C th tm tt nhng yu t dn ti s cn thit c H thng thng tin Marketing i vi doanh nghip nh sau:

Cc nh qun l cp cao ca doanh nghip ngy cng c t thi gian ra cc quyt nh Marketing. L do l mi trng p buc doanh nghip thay i cc sn phm hin ti v a ra cc sn phm mi ngy cng nhanh hn. Do vy, h cn ly thng tin nhanh hn, nhiu hn. Cc hot ng Marketing ngy cng phc tp hn, phm vi v a bn ngy cng rng hn do cnh tranh ngy cng mnh cng vi xu hng ton cu ho. Do vy, thng tin Marketing ngy cng a dng, i tng s dng ngy cng nhiu v a bn rng hn. Mong i ca khch hng ngy cng cao, doanh nghip ngy cng phi quan tm nhiu n khch hng. Do vy, doanh nghip ngy cng cn nhiu cc nghin cu Marketing. Xu hng hi t gia tin hc v vin thng to ra s d dng cho vic thit lp cc c s d liu ln c ni mng.

Mt h thng thng tin c thit k v t chc tt c th cung cp cc ngun thng tin Marketing y , tin li vi chi ph thp cho cc nh qun tr Marketing ra quyt nh. Nng lc lu tr v truy cp thng tin ca h thng cho php x l v lu tr mt s lng ln cc thng tin. Trn c s , cc nh qun l c th kim tra thng xuyn kt qu tiu th sn phm, tnh hnh bin ng ca th trng...

2.1.3. M hnh H thng thng tin Marketing

S trn Hnh 2.1 m t cu trc ca m hnh h thng thng tin Marketing ca Doanh nghip, gm 4 h thng con trong h thng thng tin Marketing. l:

H thng bo co ni b (doanh thu, chi ph, sn lng, vt t, tin mt...). H thng thu thp thng tin Marketing bn ngoi (thng tin bn ngoi doanh nghip , bao gm thng tin doanh nghip t thu thp hoc mua bn ngoi). H thng nghin cu Marketing (t chc nghin cu thu thp thng tin cn thit). H thng phn tch thng tin Marketing (dng cc phng php thng k ton v my tnh phn tch thng tin thu c).

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1) H thng bo co ni b
Bt k cng ty no cng c h thng bo co ni b. i vi cc doanh nghip nh nc nh Tp on BCVT Vit Nam, theo php lnh thng k, vic thc hin h thng bo co ni b l bt buc. Cc bo co i t cp di ln cp trn, phn nh cc ch tiu tiu th cc sn phm, dch v hng ngy, hng tun, hng thng, hng qu, hng nm (di dng gi tr v dng hin vt); chi ph, u t, cng n, vt t... Nhiu cng ty xy dng H thng bo co ni b hon chnh trn c s tin hc ho, m bo kh nng lu tr mt khi lng thng tin ln, ng thi tin li cho vic tm kim v ly thng tin.

2) H thng thu thp thng tin Marketing bn ngoi

H thng thu thp thng tin thng ngy bn ngoi l tp hp cc ngun tin v cc phng php thu thp thng tin thng ngy v cc s kin t mi trng kinh doanh ca cng ty. Cc ngun tin thng ngy bn ngoi rt phong ph. l cc thng tin m cc chuyn vin Marketing c th thu c trn bo ch, tp ch, trn TV, trn cc trang Web. Ti Tp on BCVT Vit Nam, hng ngy c cc chuyn vin theo di tin tc khen ch ca khch hng trn cc bo ch. Cc nhn vin thng xuyn tip xc vi khch hng c th thu thp c nhiu thng tin b ch t cc khch hng qua giao tip trc tip vi h. Cc i l cng l cc ngun thng tin Marketing quan trng. Cc chuyn vin Marketing chuyn trch v thng tin c th ng vai cc khch hng n mua ti cc quy hng ca cc i th, hoc d cc cuc hp c ng, cc cuc trin lm, ni chuyn vi cc nhn vin ca h...Cui cng, cng ty c th mua tin tc thng thng t cc nh cung cp thng tin chuyn nghip thng ngy bn ngoi. i vi cc thng tin ny, vn quan trng l vn t chc thu thp thng tin thng xuyn. V d nh doanh nghip c th quy nh ch bo co nh k cho cc nhn vin thng xuyn tip xc vi khch hng, cc i l phn phi...Vi cc doanh nghip ln c i ng nhng ngi thng xuyn tip xc vi khch hng th y l ngun thng tin quan trng v chi ph thp.

3) H thng nghin cu Marketing

C th ni, nghin cu Marketing l cha kho cho s thnh cng ca doanh nghip. Bt k mt doanh nghip no theo ui nh hng khch hng cng cn n cc nghin cu Marketing thc phng chm bn nhng th m khch hng cn. Nghin cu Marketing nhm xc nh mt cch c h thng nhng t 20

liu cn thit do tnh hung Marketing t ra cho cng ty, thu thp, phn tch chng v bo co kt qu. Nghin cu Marketing c th c thc hin bng hai cch l bn thn cng ty t lm ly hoc cng ty thu ngoi lm. Cc cng ty nh thng khng c nhn lc tin hnh cc nghin cu Marketing cho mnh. H c th thu sinh vin, gio vin cc trng i hc, hoc thu cc t chc chuyn nghin cu Marketing thc hin theo yu cu t ra ca cng ty. Cc cng ty ln thng c tim lc t chc mt b phn nghin cu Marketing chuyn nghip. Nh vy, cng ty s ch ng trong nghin cu Marketing. Sau y l kt qu cu mt nghin cu 798 cng ty v cc lnh vc nghin cu Marketing m cng ty tin hnh (Hnh 2.2).

4) H thng phn tch thng tin Marketing

H thng phn tch thng tin Marketing l tp cc phng php phn tch, x l thng tin Marketing thu thp c nhm a ra cc kt lun cn thit cho qu trnh ra quyt nh Marketing. H thng ny bao gm ngn hng thng k v ngn hng m hnh. Lnh vc nghin cu 2. 3. 4. 5. 1. Qung co Nghin cu ng c mua ca ngi tiu dng Nghin c ni dung qung co Nghin cu phng tin qung co Nghin cu hiu qu 4. Nghin cu sn phm

Nghin cu sn phm cnh tranh Th nghim sn phm Nghin cu thit k bao b

2. Hot ng thng mi v phn tch hiu qu kinh t

5. Bn hng v nghin c th trng

D bo ngn hn (n 1 nm) D bo di hn (Trn 1 nm) Nghin cu xu th kinh doanh Nghin cu chnh sch gi Nghin cu chn a im nh my, kho, ca hng... Nghin cu th trng quc t H thng thng tin cho lnh o

o lng tim nng th trng Nghin cu th phn Nghin cu cc c trng ca th trng Phn tch tnh hnh tiu th Nghin cu khuyn mi Nghin cu knh phn phi

3. Trch nhim ca cng ty

Nghin cu th nghim Marketing

Nghin cu vn quyn c thng tin ca khch hng Nghin cu tc ng n mi trng Nghin cu rng buc ca lut php i vi qung co v khuyn mi.

Ngn hng thng k l tp hp cc phng php thng k hin i x l cc thng tin Marketing thu c, cho php pht hin ra cc mi quan h ph thuc ln nhau gia cc bin s c nghin cu v xc nh tin cy thng k ca cc kt lun t c. l cc ngn hng d liu, phng php phn tch hi quy, phn tch tng quan, phn tch nhn t...Qua x l thng k c th thu c cc cu tr li, chng hn nh sau: 21

Cc bin s c bn no nh hng n mc tiu th ca sn phm ang xt? Tm quan trng ca mi bin s ? Nu cng ty nng gi bn ln 10%, th doanh thu gim i bao nhiu? D bo nhu cu tiu th trong nm sau l bao nhiu?

Ngn hng m hnh l tp hp cc m hnh ton hc gip cho cc nh qun tr Marketing ra cc quyt nh Marketing ti u. l cc m hnh tnh ton gi, m hnh chn a im ti u, m hnh xc nh ngn sch qung co... M hnh gm mt tp hp cc bin s lin h qua li vi nhau, m phng mt h thng, mt qu trnh thc t no .

2.2. NGHIN CU MARKETING 2.2.2. Mc ch ca nghin cu Marketing

T tng ch o ca Marketing l "Mi quyt nh kinh doanh u phi xut pht t th trng". Mun thc hin c t tng ch o ny th phi c y thng tin v th trng, v mi trng kinh doanh, tc l phi nghin cu Marketing :

Hiu r khch hng. Hiu r cc i th cnh tranh. Hiu r tc ng ca mi trng n doanh nghip. Hiu r cc im mnh, im yu ca ta.

Cn c vo cc thng tin thu c qua nghin cu Marketing, cc nh qun l s vch ra chin lc, chnh sch kinh doanh ph hp nhm vo th trng mc tiu. Nghin cu Marketing khng ch h tr cho cc quyt nh Marketing c tnh chin thut v chin lc, m cn c dng xc nh, gii p mt vn c th nh: tm hiu phn ng ca ngi tiu dng v gi c mt loi sn phm, v mt loi bao b mi hay v hiu qu ca mt chng trnh qung co. Sau y l cc loi nghin cu Marketing thng c tin hnh:

Nghin cu th trng: Nhm tr li cc cu hi v tim nng thng mi ca th trng. Nghin cu v sn phm: Nhm tr li cc cu hi v kh nng chp nhn sn phm ca cng ty, v cc sn phm cnh tranh, v phng hng pht trin sn phm ca cng ty. Nghin cu phn phi: Nhm gii p cc vn v t chc, qun l knh phn phi. Nghin cu qung co: Nhm gii p cc vn v hiu qu qung co, v chn phng tin qung co, v ni dung qung co. Nghin cu d bo: Nhm gii p cc vn v d bo nhu cu ngn hn (1 nm), d bo trung hn v di hn (t 2 nm tr ln)

V d: Cc ni dung nghin cu v qung co c th l:

Nghin cu ng c mua ca ngi tiu dng Nghin cu tm l : tm l gia nh ca ngi Vit Nam Nghin cu la chn phng tin qung co Nghin cu chn ni dung qung co Nghin cu hiu qu ca qung co 22

V d: Nghin cu th trng in my Vit Nam nm 2006

Th trng in my Vit Nam hin nay (nm 2006) ang trong thi k tng trng vi tc cao v tim nng ln. Theo cng ty nghin cu th trng GfK, th trng in my Vit Nam c hai phn khc r rt, l dng tiu dng p ng nhu cu cn thit ca ngi c thu nhp di trung bnh, v dng tiu dng thay th vi nhu cu cao hn ca ngi c thu nhp t trung bnh cao tr ln. C hai dng ny, cng theo GfK, to nn sc tng trng cao ca th trng in my. S liu ca GfK cho bit, ch mi c 25-30% s h gia nh c t lnh v 10-15% c my git, con s qu thp so vi cc nc trong khu vc v c bit l vi dn s hn 80 triu ngi Vit Nam. Vi s liu ny, nh gi ca GfK cho rng nhu cu mua sm nhng mt hng in my ny rt ln vi phn khc mua sm thit yu. Trong khi , 75-80% s h gia nh Vit Nam u c tivi li to ra th trng thay th sn phm cng ngh cao hn c cho l c tc tng trng cao hn bn cnh th trng nhu cu thit yu ca 20-25% h gia nh cn li cha c my thu hnh. Chin dch gim gi m cc hng in t trc tip v gin tip ang thc hin khuyn khch c hai dng phn khc, to c hi cho ngi tiu dng ao c c mt chic t lnh hay my git c th thc hin c m. Cn nhng ngi c thu nhp cao trang b thm sn phm in t, in lnh cng ngh mi.

2.2.3. Qu trnh nghin cu Marketing

Qu trnh nghin cu Marketing bao gm 5 giai on (5 bc) nh c m t trn Hnh 2.3. Chng ta s tm hiu ni dung cc bc trong qu trnh nghin cu Marketing . 1) Pht hin vn v hnh thnh mc tiu cn nghin cu Pht hin ng vn tc l gii quyt c mt na. Nu pht hin vn sai th cc phng php nghin cu cng lc hng, dn ti tn km v ch. Mt khc, nhiu khi cc vn ang n nu m ta c th cha bit, nu khng c pht hin s dn n cc hu qa ln. Chng hn trong nm 2001 doanh thu ca Tp on Bu chnh vin thng tng, t 120% k hoch. Tuy nhin nghin cu chi tit cho thy mc d doanh thu tng, nhng th phn gim, tc l Tp on b mt th phn v tay cc i th cnh tranh mi.

Nh vy, mc tiu nghin cu l pht hin vn v gii quyt vn . Nu vn tn ti r rng, th mc tiu nghin cu l gii quyt vn . Trc khi a dch v DataPost ra th trng, cng ty VPS phi tin hnh nghin cu th trng. Vn chung cn phi tr li l cng ty c nn a vo khai thc dch vny khng? y chnh l mc tiu nghin cu. C th chia nh mc tiu chung ny thnh cc mc tiu nh - cc vn sau:

Nhu cu th trng i vi dch v ny l bao nhiu? Khch hng mong mun cc c trng b sung thm g cho dch v ny? S dng cc knh phn phi no cho dch v ny? 23

Cng ngh s thay i nh th no trong 5 nm ti? Tnh hnh cnh tranh s ra sao trong 5 nm ti?

Nh vy, t mc tiu nghin cu chung ta chia thnh cc mc tiu nh, c th hn. Ngi ta phn bit 3 loi nghin cu sau, mi loi nghin cu c mc tiu ca mnh:

Nghin cu khm ph (exploratory research): c mc tiu thu thp d liu ban u lm sng t bn cht thc ca vn v gi cc gi thit hay cc tng mi. Cn c cc nghin cu tip theo khng nh cc gi thit, tng. Nghin cu m t (descriptive research): c mc tiu xc nh ln ca cc ch tiu no . V d nh bao nhiu ngi s s dng dch v DataPost vi mc gi...Tng chi ph khuyn mi EMS ln 20% th doanh thu tng ln bao nhiu? Nghin cu nhn qu (causal research): c mc tiu kim tra mi quan h nhn qu ca cc hin tng no . Thng th c mi lin h rng buc gia cc hin tng no m s thay i ca mt hin tng ny dn n s thay i cu hin tng kia. V d mi quan h gia thu nhp quc dn trn u ngi v mt in thoi trn 100 dn.

2) Xy dng k hoch nghin cu

y l giai on th 2 ca qu trnh nghin cu Marketing. Trc khi quyt nh nghin cu cng cn phi bit r chi ph cn thit cho nghin cu. K hoch nghin cu Marketing bao gm nhng ni dung sau y (Xem hnh 2.4.): 1 2 3 4 5 Ngun d liu cn thit Phng php nghin cu Cc phng tin nghin cu K hoch chn mu Phng php tip cn D liu s cp; d liu th cp Quan st, iu tra, th nghim, nhm tp trung Bng cu hi; Cc dng c h tr n v mu, C mu, th tc chn mu in thoi, th, tip xc trc tip vi ngi c hi.

Hnh 2.4. K hoch nghin cu Marketing

3) La chn ngun d liu cn thit

Ta c th chia d liu nghin cu Marketing thnh hai ngun: a) Ngun d liu th cp D liu th cp (cp 2) l nhng d liu thu thp trc y v mc tiu khc, nhng hin nay ta vn c th s dng c. Ngun d liu ny bao gm:

Ngun d liu bn trong doanh nghip: Cc bo co ti chnh, bo co kt qu hot ng sn xut kinh doanh nh k (hng thng, hng qu, hng nm); thng k n th khiu ni ca khch hng; cc bo co nghin cu Marketing trc . Ngun d liu bn ngoi doanh nghip: Ngun ny rt a dng, t cc n phm, cc nghin cu ca Nh nc, ca cc t chc quc t nh Ngn hng th gii (World Bank), T chc thng mi th gii (WTO), Lin minh vin thng th gii (ITU), Lin minh bu chnh th gii (UPU); Trung tm thng mi th gii; cc ngun thng tin i chng (nin gim thng k, bo, tp ch, Internet...).

24

Cc ngun d liu th cp sn c trong doanh nghip v phn nh nhiu mt qu trnh hot ng sn xut kinh doanh ca doanh nghip. Cc ngun thng tin bn ngoi cng rt phong ph. Ngun d liu th cp thng r tin, d thu thp v chp nhn c. Do vy, nn tn dng ngun d liu th cp. Khi no khng d liu th cp cn thit cho nghin cu th mi nn tm kim d liu s cp. Thng thng, d liu th cp chim n 80% nhu cu d liu cho mt nghin cu Marketing. Tuy nhin, cn lu tnh thi s v chnh xc ca d liu th cp. b) Ngun d lius cp D liu s cp (cp 1) l nhng d liu c thu thp ln u cho mt mc tiu nghin cu no ca Doanh nghip. Khi nghin cu cc vn mang tnh c th ca doanh nghip th phi cn n cc thng tin s cp.

4) Thu thp d liu

Thu thp d liu l giai on tn thi gian v kinh ph nht, ng thi cng d mc sai lm nht. Nhng kh khn thng gp trong qu trnh thu thp d liu l:

Kh nng tip cn trc tip vi nhng ngi cn thit thu thp d liu Kh nng thuyt phc khch hng tham gia cung cp d liu tin chn thc ca cc d liu m khch hng cung cp chn thc khng thin v cu nhng ngi tham gia thc hin phng vn

thu thp d liu chng ta c th dng cc phng php khc nhau c m t trong mc 2.2.5.

5) Phn tch thng tin thu thp c

y l giai on x l cc d liu thu c c c cc kt qu no . x l d liu, ngi ta dng cc phn mm thng k, cc m hnh d bo khc nhau.

6) Trnh by kt qu thu c
Cc kt qu thu c cn phi trnh by r rng, mch lc v theo cc yu cu t ra bo co cp trn.

2.2.4. Cc phng php thu thp d liu

C nhiu phng php khc nhau thu thp d liu. Ngi ta c th chia thnh hai loi. l phng php bn giy v phng php hin trng.

Phng php thu thp d liu bn giy l phng php thu thp cc d liu sn c bn trong v bn ngoi cng ty, tc l d liu th cp. Tuy nhin, bng cc phng tin vin thng hin i nh web, e-mail, in thoi, my ghi hnh ni mng..., ngi nghin cu c th tip cn gin tip vi i tng cn nghin cu thu thp c d liu s cp. Nh vy, ngi thu thp d liu c th ngi ti vn phng tm kim d liu th cp v s cp. Trong thi i Internet th phng php ny d thc hin. Tuy nhin, hin nay Vit Nam cc ngun d liu th cp cn nhiu hn ch. Phng php hin trng bao gm nhiu hnh thc khc nhau thu thp d liu s cp. l cc phng php:

25

1) Phng php quan st

Phng php quan st (Observational Method) l phng php thu thp d liu s cp v khch hng, v cc i th cnh tranh bng cch s dng ngi hoc my mc ghi li cc hin tng, hnh vi ca khch hng, ca nhn vin cng ty, v ca cc i th cnh tranh. Mc ch ca quan st l ghi li hnh vi, li ni ca nhn vin, ca khch hng khi h cc ni giao dch vi khch hng. Sau khi quan st thy mt hnh vi no ca khch hng, ta c th phng vn h bit thm thng tin v hnh vi . C th thc hin cc quan st bng mt, bng my ghi m, ghi hnh...V d nh quan st hnh vi ca khch hng khi h bc vo bu cc, ca hng, im phc v; khi h xem mt qung co; nghe h bnh lun v cht lng hng ho, dch v, thi phc v ca doanh nghip, ca cc i th cnh tranh. Ti cc siu th, cc my qut laze gip cho vic thng k cc loi hng ho c tiu th trong ngy nhanh chng. Ngi nghin cu c th ng vai mt khch hng b mt quan st hnh vi, phong cch cu ngi bn hng ca cng ty hoc ca cc i th cnh tranh. Phng php quan st cho ta kt qu khch quan. Tuy nhin, kh khn i vi phng php ny l khng thy c mi lin h gia hin tng v Khi quan st cn gi b mt m bo tnh khch quan. Nu khch hng bit chng ta quan st th h s khng ng x hnh vi mt cch khch quan.

2) Phng php phng vn

Phng php phng vn (Interview Method) l phng php thu thp d liu s cp bng cch phng vn cc i tng c chn. y l phng php duy nht bit c kin, d nh ca khch hng. Tuy nhin, phng php phng vn cng c cc nhc im nht nh. l chi ph cao, tn km thi gian v nhiu khi ngi c phng vn khng tr li hoc tr li khng trung thc (c bit i vi ngi chu ). Phng vn c th c tin hnh bng cch phng vn trc tip c nhn, phng vn ti ni cng cng, phng vn nhm tp trung, phng vn qua in thoi v phng vn qua th. Mi phng php ny cng c cc u nhc im ring. a) Phng vn trc tipc nhn Trong phng php phng vn c nhn (Personal Interviews), ngi phng vn v ngi c phng vn gp g trc tip. Phng php ny c tnh linh hot cao hn so vi cc loi phng vn kia, v ngi phng vn c th thay i cch hi hoc gii thch thm nu ngi c hi cha hiu r cu hi. Phng vn trc tip c kh nng thu c nhiu d liu hn ngoi bng cu hi m khch hng tr li, bi v ngi phng vn c th quan st thu c thm d liu v ngi c phng vn qua ngn ng khng li (nh ca, thi , hnh vi, trang phc...). K nng phng vn, k nng giao tip, thuyt phc s quyt nh n cht lng v s lng thng tin thu c. b) Phng vn ti ni cng cng Phng vn ti nh ngi c phng vn dn n kh khn gp mt h, ng thi chi ph cao. Do vy, thng thng ngi ta tin hnh phng vn gp ngu nhin ti cc trung tm tp trung ng ngi nh cc trung tm thng mi, ti cc quy giao dch. Phng vn ti ni cng cng (Public Interviews) yu cu phi thc hin nhanh trnh lm phin khch hng. Do vy ni dung phng vn phi ngn gn. Ngi phng vn cng phi c k nng tip cn v thuyt phc khch hng cng tc. 26

Phng vn ti ni cng cng c th tin hnh nhanh, chi ph r, d kim tra. Nhc im ca phng php ny l kh khn trong vic tip cn, thuyt phc khch hng trong khi h ang i li hoc lm vic khch. Tnh ngu nhin ca mu cng c th khng c m bo. c) Phng vn nhm tp trung Trong phng php phng vn nhm tp trung (Focus-group Interviews), ngi phng vn s gp g vi mt nhm khch hng t 4 dn 10 ngi trong mt bu khng kh gn gi, thn thin. Cc cu hi m c s dng khuyn khch khch hng t do tho lun vn c t ra. Ngi phng vn c th t cc cu hi lin tip hiu su hn thi ca khch hng v mt vn . Mc ch ca phng php phng vn nhm tp trung l nhm a ra cc khi nim, gi thit m sau s c kim tra qua cc thm d trn phm vi ln hn. Phng php ny cng c dng tm hiu su hn v hnh vi ca ngi tiu dng. Nhn chung, phng php phng vn trc tip c nhc im l chi ph cao, thi gian ko di, ngi phng vn phi c kinh nghim dn dt, gi m cc vn khc nhau trong qu trnh tho lun. d) Phng vn qua in thoi Phng php phng vn qua in thoi (Telephone Interviews) tip cn vi khch hng bng phng tin in thoi. Vi s h tr ca cng ngh thng tin v my tnh, kh nng ca phng php ny c m rng. Nh s h tr ny, vic quay s in thoi c th c thc hin ngu nhin, cc cu tr li c th c lu tr vi dung lng ln. u im ca phng vn qua in thoi l kh nng tip cn nhanh khng ph thuc vo khong cch, chi ph thp, thi gian ngn, d qun l. Nhc im ca phng php ny l khng ph hp vi cc phng vn c ni dung di, khng quan st c hnh vi ca khch hng. Ngoi ra, cc s in thoi c in trong danh b c th lc hu vo thi im phng vn; mt s h gia nh khng c my in thoi hoc c in thoi nhng khng ng k vo danh b. e) Phng vn qua th Phng vn qua th (Mailing Interviews) c thc hin bng cch gi bng cu hi (Questionnaire) cho khch hng qua bu in. Ngi nhn ch cn nh du vo cc cu hi trong bng v cng s gi li qua bu in. Phng php phng vn ny c cc u im nh sau. Th nht, do khng tip xc mt i mt vi ngi phng vn nn ngi tr li (v danh) khng b lng tng, kt qu phng vn khng b thin lch. Th hai, chi ph phng vn thp hn nhiu so vi phng vn trc tip, do vy ph hp cho cc phng vn trn phm vi ton quc. Nhc im ca phng php ny l thi gian ko di (t 3 n 4 tun). Cng c th thc hin phng vn qua e-mail. Do mi phng php thu thp d liu c cc u im v nhc im ring. Do vy, ngi ta thng kt hp cc phng php thu thp d liu khc nhau.

3) Phng php thc nghim

Phng php thc nghim (Experimental Method) nhm to ra iu kin nhn to xc nh kt qu khi ta thay i mt bin s no trong khi gi nguyn cc bin s khc, tc l khm ph ra mi lin h nhn qu ca hai bin s no hoc kim chng cc gi thit t ra. Chng hn, khi ta thay i gi (tng, gim) v mun bit nh hng ca quyt nh n sc mua ca khch hng. Hoc khi ta mun th nghim mt sn phm mi, mt cch ng gi, bao b mi, mt qung co mi xc nh phn ng ca khch hng. Phng php thc nghim ph hp vi loi nghin cu nhn qu, tc l nghin cu tc ng ca mt bin s no n mt bin s khc, v d s thay i v gi, hay s thay i v bao b nh hng nh th no n sc mua ca khch hng. Sau y l tm tt mt s mc tiu ca phng php thc nghim

Khm ph mi lin h nhn qu gia 2 i lng 27

Kim chng mt gi thit no Th nghim sn phm mi Th nghim cc chin lc Marketing mi (bao b mi, gi mi, qung co mi...).

Kt qu thc nghim c quan st, hay ngi tham gia c phng vn ngi nghin cu bit c phn ng ca h, v d liu c ghi chp cn thn phn tch. Nhc im ca phng php thc nghim l chi ph cao, ng thi kh kim sot nh hng ca cc nhn t ngoi lai.

2.2.5. Phng php chn i tng iu tra

Trong phng php nghin cu hin trng, chng ta phi quyt nh la chn i tng cn iu tra nh th no? Chng ta c th iu tra ton b i tng cn quan tm, hoc iu tra mt mu c chn ra t , tc l mt b phn no trong s cc i tng khch hng m chng ta quan tm. Chng ta s tm hiu hai cch iu tra ny.

1) iu tra ton b
Nu s lng khch hng m chng ta quan tm khng ln th chng ta c th iu tra ton b. l trng hp nhng khch hng ln ti mt a phng. y l nhm khch hng quan trng ca cng ty nn cn tip xc trc tip, thng xuyn theo mt lch trnh nht nh. Nhng thng tin sau mi ln gp g vi cc khch hng ln cn c ghi chp y , h thng. Cng cn lp h s khch hng ln theo di.

2) iu tra chn mu
iu tra chn mu c s dng khi lng khch hng quan tm c s lng ln. Trong trng hp ny nu iu tra ton b th chi ph s cao, thi gian s ko di v cng khng cn thit. Phng php chn mu c c s khoa hc l phng php thng k ton hc. Theo l thuyt thng k, vic nghin cu thng tin thu c t mt mu ly ra t mt m ng cn nghin cu c th cho php ta suy ra cc kt lun tng i chnh xc v cc tnh cht no ca m ng. tin cy ca cc kt lun tu thuc vo tnh i din ca mu c chn, tc l ph thuc vo phng php chn mu v s lng cc phn t mu c chn. C th s dng cc phng php chn mu sau y: a) Chn mu ngu nhin Theo phng php ny th mi phn t ca m ng c chn ngu nhin vo mu. Nh vy bt k phn t no ca m ng cng c xc sut nh nhau c chn vo mu. Phng php ny cho chng ta kh nng tnh c tin cy ca cc kt lun cho m ng c rt ra t cc kt qu nghin cu trn tp hp mu. iu kin p dng phng php chn mu ngu nhin l m ng cn nghin cu phi c tnh ng u v cc c tnh cn nghin cu. V d l m ng cc doanh nghip nh, m ng l sinh vin cc trng i hc ti H ni. b) Chn mu ngu nhin phn tng Khi m ng khng c tnh ng uv c tnh cn nghin cu th trc ht ta cn chiam ng ra thnh cc nhm ng u theo cc c tnh cn nghin cu. Sau t mi nhm ng u ta li chn ra 28

mt mu theo phng php chn ngu nhin. Vic chia m ng cn nghin cu thnh cc nhm ng u cng ging nh vic phn on th trng. Mt vn cn tr li l kch thc mu bao nhiu th va. R rng l kch thc mu cng ln th tin cy ca cc kt lun cng cao, nhng dn n chi ph cao. Do vy, cn phi tnh ton c mu sao cho m bo tin cy cho trc. Cch tnh ton ny c th tham kho cc gio trnh thng k.

2.2.6. Phiu iu tra

Phiu iu tra (Bng cu hi - Questionnaire) l mt cng c thng c dng ghi chp cc kin ca khch hng trong phng php phng vn. Phiu iu tra l mt bng cc cu hi m ngi c phng vn cn tr li. Vic bin son mt bng cu hi ph hp l mt vn quan trng trong phng php ny. Cc cu hi phi c t r rng, trnh hiu nhm, trnh nhng cu hi t nh kh tr li. C hai loi cu hi l cu hi ng v cu hi m. Cc cu hi ng nu ra cc phng n tr li (v d ng, sai?), ngi c hi ch vic la chon mt trong cc phng n . Cu hi m cho php ngi c hi c th tr li theo ring cu mnh, khng b rng buc, do vy cu hi m ph hp vi giai on nghin cu thm d bit xem khch hng suy ngh g? tin cy ca cc cu tr li l vn m ngi phng vn khng kim tra c. L do l ngi phng vn khng bit l cu hi c c hiu ng hay khng? Ngi tr li c phi l ch h hay khng? Mt nhc im na ca phng php ny l s cc th tr li thng khng cao, kh m bo tnh ngu nhin ca mu c chn. Do vy, ngi phng vn cn c cc bin php khuyn khch khch hng tr li. Nhng sai lm thng gp khi son tho Phiu iu tra l:

Cu hi m ngi c hi khng c kh nng tr li: " V anh thch kem g?" Cu hi m ngi c hi khng mun tr li: "C bao nhiu tui?" Cu hi m ngi c hi khng th nh: "Nm qua anh vit bao nhiu l th?" Cu hi c cc t ng khng r : "Anh c thng gi in thoi khng? Khi nim "thng" y khng xc nh (th no l thng?) Cu hi t nh, kh tr li: "Thu nhp ca anh bao nhiu mt thng?". Trong trng hp ny nn hi : "khong t 1 triu n 2 triu hay t 2 triu n 3 triu..."

V d 1: V D: PHIU IU TRA KHCH HNG BU IN a im phng vn : M s KV: H tn ngi phng vn: Ngy phng vn: Nh ring: T: Bn cu hi ny dng nghin cu mc s dng v hiu bit ca ng/B v mt s dch v Vin thng. Chng ti nh gi rt cao nhng nhn xt v kin ng gp qu bu ca ng/B. Chng ti xin bo m rng cc thng tin tr li s c gi b mt. chng ti c th phc v khch hng tt hn xin ng/B vui lng tr li mt s cu hi sau. 29 H tn ngi c phng vn: Nam a ch : C quan: T: n

Cu 1. Hin nay ng/B c s dng in thoi c nh ti nh khng? a). C /khng s dng:

Cu 2. Trong tng lai ng/B c mun lp t in thoi ti nh khng? a) C: 1: Trong nm 2000

Cu 4. Trong tng lai ng/B c mun s dng in thoi di ng khng? 1. C nu gi thu bao v cc thng tin gim

Cu 5. Xin ng/B cho bit ngh nghip no sau y gn vi ngh nghip ca ng (b) nht?

1. C dng

2. Cha s 2: Nm 2001

1. 2. 3. 4. 5. 6.

Nhn vin c quan HCSN Nhn vin doanh nghip NN Nhn vin doanh nghip khc H kinh doanh Sn xut nh Bun bn nh V hu, ni tr Nng dn Sinh vin, hc sinh Khc (ghi r)....

b). L do cha s dng: 3: Sau nm 2001 1. Cha c nhu cu 4: Cha ngh n 2. Gi lp t cao 3. Cc thu bao cao 4. Thu nhp cn hn ch b). Mc ch lp t in thoi ca ng/B ch yu lm g? 1. Kinh doanh, bun bn

2. C nu c nhu cu 3. Cha bit 4. Khng

5. ngh nhng bu in cha lp

2. Lin lc gia nh, bn b 3. p ng yu cu khn cp khi c vic cn. Cu 3. Hin nay ng/B c s dng in thoi di ng khng? a). C s dng: 1. Loi tr trc (Prepaid card): 2. Loi tr sau:

7. 8. 9. 10.

Cu 6. Xin ng/B cho bit ngun thu nhp chnh ca gia nh l t hot ng no?

1. 2. 3. 4.

Lng CNVC Nh nc Lng nhn vin doanh nghip Kinh doanh bun bn Trng trt, chn nui Ngh th cng Sn xut nh Ngun khc

b). Cha s dng v: 1. Cha c nhu cu 2. Cc ho mng cao

3. Cc thu bao cao 4. Thu nhp cn hn ch

5. 6. 7.

30

Cu 7. Xin ng/B cho bit thu nhp bnh qun hng thng ca gia nh?

a). C/ nh C/ti c quan Khng s dng

b). c).

2- V mun hc/ tm hiu 2- V khng c nhu cu 3- gii tr 3- V

Cu 12. Xin ng/B cho bit nh gi ca ng/B v cht lng phc v ca bu in hin nay ?

1. 2. 3. 4. 5. 6.

t hn 500.000 T 500.000 n 1.000.000 Trn 1.000.000 n 2.000.000 Trn 2.000.000 - 3.000.000 Trn 3.000.000 - 5.000.000 Trn 5.000.000

Cu 9. ng/B bao gi s dng dch v Internet/ email cha ? 1. s dng Cha s dng Cu 10. Trong tng lai ng/B c mong mun s dng Ineternet/email khng? a). C b). Khng 1- V cn cho cng vic 1- V cha bit. 2.

hn ch v kinh t Cu 11. Theo ng/B hnh thc khuyn mi no l hp dn nht trong cc hnh thc sau?

1. 2. 3.

Tt Bnh thng Cha tt

Ti Sao?........... Cu 13. Xin ng/B ng gp kin bu in phc v khch hng tt hn ?

1.

Qu tng c gi tr gp 4. Tr

2. 3.

X s 5. Hnh thc khc.... Gim gi lp t

Cu 8. Xin ng/B cho bit hin nay c s dng my tnh (PC) ti nh hay ti c quan khng?

V d 2: Theo iu tra ca Taylor Nelson Sofres - mt cng ty nghin cu th trng, Vit Nam ang c mt lp ngi tiu dng c thu nhp cao nht trong x hi, ch yu sng cc thnh ph ln. H chim 37% dn s ti cc thnh ph, 3% trong s c thu nhp kh cao. Cng theo iu tra ca Cng ty, th lp ngi mi chim 5% dn s, vi thu nhp trung bnh 350USD/thng/h. V t l chi tiu cc khon khc nhau, h chi nhiu cho gii tr, du lch, th thao v u t cho gio dc con ci. Trong phong cch mua sm, h thch hng hiu hn l n chc mc bn. Cch nhn cuc sng ca nhng ngi ny l gn cht vi truyn thng, tn trng ngi gi. Sc kho quan trng hn tin bc. Ph n phi tham gia vo cc cng vic x hi. H mun lm vic chm ch v th h sau. H cho rng u t nc ngoi trong nhng nm qua gip tng cng cht lng cuc sng ca ngi Vit Nam. Mt iu tra khc c cng b cho thy hin 70% ln mua sm VN l do ph n quyt nh, trong khi 65% vic lt trn mng Internet l do nam gii thc hin. Ngi tiu dng VN vn c thi quen n trong cc qun cm bnh dn, lang thang ngoi ph mua sm, nhng dng xem nhiu hn mua. H coi th thao l hnh thc th dn ph bin. C 43% lp ngi tiu dng mun i du lch nc ngoi, 39% trong s nhng ngi ny mun c xe hi v 30% s nhng ngi tiu dng mi mun c my tnh c nhn loi hin i. Kt qu iu tra cng a ra mt li khuyn co cn thit cho cc cng ty khi tip th vi ngi tiu dng. Cn tng cng nng cao cht lng sn phm, v khi qung co, tip th hng ho, dch v n ngi tiu dng th hy th hin phong cch gin d, tinh t th s c hiu qu hn.

CU HI N TP V THO LUN
1. M t khi qut h thng thng tin Marketing v chc nng ca n - H thng thng tin Marketing l mt h thng tng tc gia con ngi v cc thit b, phng php dng thu thp, x l, lu tr v chia s thng tin mt cch chnh xc, kp thi cho cc quyt nh Marketing trong doanh nghip. 31

- Hot ng Marketing trong doanh nghip ngy cng phc tp v a dng, i hi phi c y v kp thi cc thng tin cn thit. Do vy doanh nghip cn c h thng thng tin Marekting. N gip cho doanh nghip c cc thng tin Marketing y , kip thi v chnh xc ra cc quyt nh Marketing ng n. - M t h thng thng tin Marketing, bao gm cc h con nh sau:

H thng bo co ni b (doanh thu, chi ph, sn lng, vt t, tin mt..) H thng thu thp thng tin Marketing bn ngoi (thng tin bn ngoi Doanh nghip - thng tin t thu thp hoc mua bn ngoi) H thng nghin cu Marketing (t chc nghin cu thu thp thng tin cn thit) H thng phn tch thng tin Marketing (dng cc phng php thng k ton v my tnh phn tch thng tin thu c) Sinh vin v s ca h thng thng tin Marketing

2. Phn tch nhu cu cn thit mt h thng thng tin Marketing i vi doanh nghip. 3. Trnh by v phn tch cc thnh phn cu thnh m hnh h thng thng tin Marketing - H thng thng tin Marketing l mt h thng tng tc gia con ngi v cc thit b, phng php dng thu thp, x l, lu tr v chia s thng tin mt cch chnh xc, kp thi cho cc quyt nh Marketing trong doanh nghip. - H thng thng tin Marketing bao gm 4 h thng con nh sau: 1. H thng bo co ni b (doanh thu, chi ph, sn lng, vt t, tin mt..) 2. H thng thu thp thng tin Marketing bn ngoi (thng tin bn ngoi Doanh nghip - thng tin t thu thp hoc mua bn ngoi) 3. H thng nghin cu Marketing (t chc nghin cu thu thp thng tin cn thit) 4. H thng phn tch thng tin Marketing (dng cc phng php thng k ton v my tnh phn tch thng tin thu c). a) H thng bo co ni b: Trong bt k DN no cng c h thng bo co ni b v tnh hnh mi mt hot ng trong trong DN, thng nm trong Ban, Phng TC-TK-TK. y l ngun thng tin Marketing quan trng vi chi ph thp, v cc thng tin ny c dng cho nhiu mc ch khc nhau. y l ngun thng tin th cp. b) H thng thng tin ngoi DN, bao gm cc thng tin do DN t thu thp hoc mua bn ngoi. y cng l ngun thng tin th cp phong ph cn tn dng gim chi ph, tit kim thi gian. c) H thng nghin cu Marketing, do DN t t chc nghin cu thu thp thng tin cn thit, hoc DN thu cc cng ty nghin cu th trng nghin cu theo n t hng ca cng ty. y l cc thng tin c th cho mc tiu nghin cu khng c cc ngun thng tin th cp, hoc kim tra li chnh xc ca cc thng tin th cp. H thng phn tch thng tin Marketing s dng cc phng php thng k ton v my tnh phn tch thng tin thu c theo cc tiu thc khc nhau, trn c s cho ta cc kt lun cn thit v i tng c nghin cu. 4. Mc ch ca nghin cu Marketing? Phn bit gia nghin cu th trng v nghin cu Marketing? 5. Trnh by cc phng php nghin cu Marketing? 32

Chng ta xem xt ba phng php nghin cu Marketing sau y: 1) Phng php thm d: Mun hiu r kin khch hng v mt vn g , ngi ta c th tin hnh thm d kin, d lun ca khch hng. Phng php ny ph hp vi cc nghin cu c tnh m t. 2) Phng php thc nghim: Phng php thc nghim (Experimental Method) nhm to ra iu kin nhn to xc nh 1. kt qu khi ta thay i mt bin s no trong khi gi nguyn cc bin s khc, tc lkhm ph ra mi lin h nhn qu ca hai bin s no hoc kim chng cc gi thit t ra. Thc nghim li gm 3 loi sau: 2. Thc nghim trong phng th nghim (Laboratory Experiment) 3. Thc nghim hin trng (Field Experiment) 4. Th nghim Marketing(Marketing Test) 3) Phng php nghin cu nhn qu Nghin cu nhn qu l phng php nghin cu mi lin h rng buc gia cc hin tng no m s thay i ca mt hin tng ny dn n s thay i cu hin tng kia. Khi pht hin ra mi lin h nhn qu gia hai hin tng, chng ta c th d bo gi tr ca hin tng kt qu da vo gi tr ca hin tng nguyn nhn. 6. Trnh by cc phng php chn i tng iu tra 7. Cc giai on trong qu trnh nghin cu Marketing? 8. hiu r khch hng, cc doanh nghip c th thu thp cc ngun thng tin v khch hng nh th no? hiu r khch hng, cc doanh nghip c th thu thp cc ngun thng tin khc nhau v khch hng nh sau:

Qua cc ngun thng tin th cp c sn trong doanh nghip Qua cc ngun thng tin th cp bn ngoi doanh nghip Qua cc ngun thng tin s cp, hay thng tin nghin cu th trng Nu doanh nghip ln nh ngn hng, bu in c mng li tip xc vi khch hng rng ln, thng xuyn th doanh nghip nn khai thc cc ngun thng tin quan trng v chi ph thp ny.

Sinh vin phn tch chi tit cc ngun tin Marketing khc nhau trong cc doanh nghip. 9. Cc ngun thng tin Marketing khc nhau v phng php thu thp thng tin . 10. Gi s mt cng ty vin thng cn tm hiu v cc doanh nghip t nhn ang lm n trn a bn huyn nh gi nhu cu pht trin thu bao in thoi. Khi cng ty c th tm ngun thng tin th cp hay s cp? Nu l thng tin th cp th ly u? 11. Sau khi cng ty tin hnh mt chin dch qung co, cng ty c cn tin hnh nghin cu Marketing khng? Nu c th cng ty cn nghin cu vn g? 33

Theo hip hi Marketing M: "Nghin cu Marketing l qu trnh thu thp v phn tch c h thng cc thng tin (d liu) v cc vn lin quan n cc hot ng Marketing hng ho v dch v". - Bn cht ca nghin cu Marketing l xc nh mt cch c h thng cc t liu cn thit do tnh hung Marketing t ra cho cng ty, thu thp, x l, phn tch chng v bo co kt qu. - T tng ch o ca Marketing l "Mi quyt nh kinh doanh u phi xut pht t thtrng". Mun thc hin c t tng ch o ny th phi c y thng tin Marketing, tc l phi nghin cu Marketing Doanh nghip c y cc thng tin cn thit lin quan n cc quyt nh Marketing:

Hiu r khch hng Hiu r cc i th cnh tranh Hiu r tc ng ca mi trng kinh doanh n doanh nghip Hiu r cc im mnh, im yu ca ta (hiu r ta) Nghin cu th trng c ni dung hp hn nghin cu Marketing

12. Trnh by v cc ngun thng tin nghin cu Marketing. Lin h vi cc doanh nghip ni bn ang lm vic hoc hiu bit . Ta c th chia ngun thng tin nghin cu Marketing thnh hai ngun nh sau: Ngun thng tin th cp (cp 2) - L nhng thng tin thu thp trc y v mc tiu khc. Ngun thng tin ny bao gm:

Ngun thng tin bn trong doanh nghip: Cc bo co ti chnh-k ton-thng k; cc bo co ca cc nghin cu Marketing trc . Ngun thng tin bn tngoi doanh nghip: Cc n phm, cc nghin cu ca Nh nc; cc ngun thng tin i chng (kt qu iu tra dn s, bo, tp ch, Internet.. .)

- Cc ngun thng tin th cp thng r tin v chp nhn c. Nhng cn lu tnh thi s ca n. Do vy nn tn dng ngun thng tin th cp. Khi no khng thng tin th cp th mi nn tm thng tin s cp. Ngun thng tin s cp (cp 1) L nhng thng tin c thu thp ln u cho mt mc tiu nghin cu no ca Doanh nghip. Doanh nghip c th t t chc nghin cu thu thp thng tin (DN ln), hoc DN thu cc cng ty nghin cu th trng thc hin nghin cu theo yu cu ca DN. 13. Bn hy xut cc bin php y mnh hot ng thu thp v lu tr ngun thng tin th cp trong doanh nghip ni bn ang cng tc, hoc bn quen bit. - iu tra ton b: Nu s lng khch hng m chng ta quan tm khng ln th c th iu tra ton b. l trng hp nhng khch hng ln ti mt a phng. y l nhm khch hng quan trng ca cng ty nn cn tip xc trc tip, thng xuyn theo mt lch trnh nht nh. Nhng thng tin sau mi ln gp g vi cc khch hng ln cn c ghi chp y , h thng. - iu tra chn mu: 34

iu tra chn mu c s dng khi lng khch hng quan tm c s lng ln. Trong trng hp ny nu iu tra ton b th chi ph s cao, thi gian s ko di v cng khng cn thit. C 2 phng php chn mu l Chn mu ngu nhin (khi m ng cn nghin cu phi c tnh ng u v cc c tnh cn nghin cu) v Chn mu in hnh (Khi m ng khng c tnh ng uv c tnh cn nghin cu). Trc ht ta cn chiam ng ra thnh cc nhm ng u theo cc c tnh cn nghin cu. Sau t mi nhm ng u ta li chn ra mt mu theo phng php chn ngu nhin. 14. Trnh by cc phng php thu thp thng tin Marketing . C cc phng php khc nhau thu thp thng tin. Ngi ta c th chia thnh hai loi. l phng php bn giy v phng php hin trng. Phng php thu thp thng tin bn giy l phng php thu thp cc thng tin sn c bn trong v bn ngoi cng ty. Phng php bn giy dng thu thp thng tin th cp. Ngi thu thp thng tin c th ngi ti vn phng tm kim thng tin. Phng php thu thp thng tin hin trng bao gm nhiu phng php khc nhau thu thp thng tin s cp. l cc phng php: a) Phng php quan st (Observational Method) 1. Phng php quan st l phng php s dng ngi hoc my mc ghi li cc hin tng, hnh vi ca cc i tng khch hng, ca i th cnh tranh. Mc ch ca quan st l ghi li hnh vi, li ni ca khch hng khi h cc ni giao dch. Sau khi quan st thy mt hnh vi no ca khch hng, ta c th phng vn h bit thm thng tin v hnh vi . C th thc hin cc quan st bng mt, bng my ghi m, ghi hnh... 2. Phng php quan st cho ta kt qu khch quan. Tuy nhin, kh khn i vi phng php ny l khng thy c mi lin h gia hin tng v bn cht ca n. Mun vy ngi ta phi tin hnh quan st nhiu ln tm ra quy lut. Khi quan st cn gi b mt m bo tnh khch quan. Nu khch hng bit chng ta quan st th h s khng ng x hnh vi mt cch khch quan. b) Phng php phng vn (Interview Method): Phng php phng vn l phng php thu thp thng tin s cp bng cch phng vn cc i tng c chn. y l phng php duy nht bit c kin, d nh ca khch hng. Tuy nhin, phng php phng vn cng c cc nhc im nht nh. l chi ph cao, tn km thi gian v nhiu khi ngi c phng vn khng tr li hoc tr li khng trung thc. Phng vn c th c tin hnh bng cch phng vn trc tip c nhn, phng vn ti ni cng cng, phng vn nhm tp trung, phng vn qua in thoi v phng vn qua th. Mi phng php ny cng c cc u nhc im ring. Sinh vin trnh by tm tt u nhc im ca cc phng php ny.

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Chng 3: Mi trng Marketing

Sau khi hc chng ny, sinh vin cn: - Nm c cc yu t mt trng nh hng n hot ng ca doanh nghip - Hiu r cc nguy c do mi trng mang li cho cc doanh nghip BCVT hin ti v trong tng lai - Nm c cc c hi m mi trng mang li cho cc doanh nghip BCVT hin ti v trong tng lai

Contents

Chng 3: Mi trng Marketing MC TIU 3.1. MI TRNG MARKETING L G? 3.2. MI TRNG MARKETING V M

3.2.1. Mi trng nhn khu hc 3.2.1. Mi trng kinh t 3.2.3. Mi trng t nhin o 3.2.4. Mi trng cng ngh o 3.2.5. Mi trng chnh tr, lut php o 3.2.6. Mi trng vn ho x hi 3.3. MI TRNG MARKETING VI M
o o o

3.3.1. Cc yu t v lc lng bn trong doanh nghip 3.3.2. Cc nh cung ng o 3.3.3. Cc trung gian Marketing o 3.3.4. Khch hng o 3.3.5. i th cnh tranh o 3.3.6. Cng chng trc tip CU HI N TP V THO LUN PH LC
o o

MC TIU
Sau khi hc chng ny, sinh vin cn:

Nm c cc yu t mt trng nh hng n hot ng ca doanh nghip Hiu r cc nguy c do mi trng mang li cho cc doanh nghip BCVT hin ti v trong tng lai Nm c cc c hi m mi trng mang li cho cc doanh nghip BCVT hin ti v trong tng lai

3.1. MI TRNG MARKETING L G?

Mi trng Marketing l tng hp cc yu t bn trong v bn ngoi cng ty c nh hng tch cc hoc tiu cc n hot ng Marketing ca doanh nghip. D thy rng, bt k doanh nghip no cng hot ng trong mt mi trng kinh doanh nht nh v chu s chi phi, tc ng mnh ca mi trng n cc hot ng kinh doanh ca doanh nghip. Nhng bin ng trong mi trng nh hng su sc n doanh nghip, bao gm c cc nh hng tt v nh hng xu. Nhng bin ng trong mi trng c th din ra t t, nhng cng c th xy ra t ngt. 36

Cc yu t mi trng thng mang li cho doanh nghip cc nguy c e do, nhng ng thi cng mang li cc c hi kinh doanh cho doanh nghip. Nu doanh nghip c y cc thng tin , h s c k hoch, cc bin php ch ng vt qua cc nguy c v nm ly cc c hi thun li. Do vy doanh nghip cn hiu r cc yu t ca mi trng. Ta c th phn chia thnh 2 loi mi trng: mi trng v m v mi trng vi m.

3.2. MI TRNG MARKETING V M

Mi trng v m gm cc yu t, cc lc lng x hi rng ln, c tc ng n ton b mi trng kinh doanh ca doanh nghip. Doanh nghip khng th kim sot, thay i c cc yu t ca mi trng v m. Cc yu t trong mi trng v m mang li nhng c hi mi cng nh cc thch thc i vi cc doanh nghip. V doanh nghip khng th thay i c mi trng v m, do vy phi tm cch thch ng vi n th mi c th tn ti v pht trin c. Sau y l cc yu t mi trng v m (xem Hnh 3.1).

3.2.1. Mi trng nhn khu hc

Nhn khu hc l mt mn khoa hc nghin cu dn c v s phn b dn c. C th, n nghin cu cc vn nh quy m, mt , phn b dn c, ngh nghip, tui tc, gii tnh, tn gio, t l sinh, t l cht...Cc nh qun l Marketing rt quan tm n cc yu t ca mi trng nhn khu, v con ngi hp thnh th trng cho cc doanh nghip. Sau y chng ta s tm hiu xem cc yu t nhn khu nh hng nh th no n cc hot ng Marketing ca doanh nghip.

Quy m, c cu tui tc
Quy m, c cu tui tc ca dn c l yu t quy nh c cu khch hng tim nng ca mt doanh nghip. Khi quy m, c cu tui tc dn c thay i th th trng tim nng ca doanh nghip cng thay i, ko theo s thay i v c cu tiu dng v nhu cu v cc hng ho, dch v. Do vy cc doanh nghip cng phi thay i cc chin lc Marketing thch ng. Vo nhng nm 90, ti nhiu nc pht trin t l nhng ngi sng c thn tng ln, t l sinh cng gim, t l ngi gi ngy cng tng v tr em ngy cng gim. Cc cng ty sn xut thc n v dng tr em c nguy c mt dn khch hng. H buc phi chuyn dn sang phc v cc khch hng ln tui bng cch a ra cc sn phm, dch v mi nh sa chng long xng cho ph n c tui, shampo cho tc trn 40, kem dng da cho ph n trn 50, bo him cho ngi gi. Cc qung co "Tr em l mi quan tm ca chng ta" c thay bng cc qung co "Chm sc ngi gi nh b m". Cc cng ty du lch, khch sn cng c th thu ht thm cc khch hng c thn, nhn ri. Nhiu cng ty cung cp thc n tr em m th trng mi ti cc nc ang pht trin, ni c t l tr em cao.

37

 m t c cu dn c theo tui tc, ngi ta dng khi nim thp tui. Thp tui Vit Nam trn to di b, tc l t l dn s tr cao. y l th trng quan trng cho nhiu nh kinh doanh.

Quy m v tc tng dn s
Quy m v tc tng dn s l hai ch tiu dn s hc quan trng. Dn s ln v tng cao to ra mt th trng tim nng rng ln cho nhiu doanh nghip. Vit Nam vi quy m dn s hn 70 triu ngi vi tc tng cao l th trng hp dn ca cc cng ty trong nc v nc ngoi.

C cu, quy m gia nh, k hoch ho gia nh, gii phng ph n

y l cc yu t nh hng mnh n nhu cu th trng nhiu hng ho, dch v khc nhau. Thc hin chnh sch k hoch ho gia nh, tc tng dn c Vit Nam ang gim. Quy m gia nh 2 con Vit Nam, 1 con Trung Quc dn n mc tiu dng thc phm, chi, qun o tr em gim, nhng li yu cu cht lng cao hn. Ph n c gii phng v tham gia vo mi hot ng x hi l nhn t thc y tiu dng nhiu loi hng ho, dch v nh nh tr, hc sinh ni tr, my git, bp ga, thc phm ch bin sn, m phm, qun o thi trang, git l, gi u, giao hng ti nh, ngi gip vic...

Qu trnh th ho, phn b li dn c

Ti cc nc ang pht trin ni chung v ti Vit Nam ni ring, qu trnh th ho v phn b li dn c din ra mnh m. Cc th ngy cng m rng v ng c. Dng ngi t cc vng qu x ra thnh ph lm n. y l yu t lm tng nhu cu xy nh ca, sm c gia nh, nhu cu thu nh bnh dn, nhu cu cm bnh dn, nhu cu gi tin v qu, nhu cu gi in thoi cng cng, nhu cu vn chuyn hnh khch... t ai cc khu ven cng dn dn t ln v tr thnh cc t im dn c mi, mang li nhiu tin cho cc gia nh nng dn ngoi thnh trc y vn thiu thn. iu ny to tin cho cc nhu cu xy nh ca, mua sm c. Qu trnh th ho v chuyn dch lao ng cng gip cho i sng nng thn thay i. Nng thn tr thnh cc th trng quan trng cho nhiu doanh nghip.

Trnh vn ho gio dc ca dn c
1. Hnh vi mua sm v tiu dng ca khch hng ph thuc vo trnh vn ho, gio dc ca h. l vn ho tiu dng nh vn ho m thc, vn ho thi trang, vn ho tr...nhng ngi c vn ho cao s c c hi kim c nhiu tin hn, h c nhu cu tiu dng nhng hng ho c cht lng cao hn.

3.2.1. Mi trng kinh t

Mi trng kinh t bao gm tt c cc yu t v m nh hng n sc mua ca ngi dn. l tc tng trng kinh t quc dn, l lm pht, tht nghip, li sut ngnhng. Cc yu t kinh t ny nh hng trc tip n sc mua ca ngi dn, ca Chnh ph v cu cc doanh nghip, v do vy cng nh hng trc tip n hot ng Marketing ca doanh nghip.

38

Vo thi k tng trng kinh t, u t mua sm ca x hi khng nhng tng, m cn phn ho r rt. Nhu cu tiu dng cc sn phm, dch v cao cp tng. Ngi ta hng ti nhu cu n ngon, mc p, ngh ngi, vui chi gii tr, du lch. y l c hi vng cho cc nh sn xut, kinh doanh cung cp cc dch v du lch, ngh ngi, cc hng ho tiu dng t tin. Cc cng ty m rng cc hot ng Marketing, pht trin thm cc sn phm mi, xm nhp th trng mi. Ngc li, khi tc tng trng kinh t gim st, nn kinh t suy thoi, u t, mua sm ca Nh nc, dn chng v doanh nghip u gim st. iu ny nh hng ln n cc hot ng Marketing ca cc doanh nghip. Vo nhng nm 90 kinh t ton cu v nhiu nn kinh t ln suy gim, nh hng ln n thng mi quc gia v quc t. Nh nc bn bt cc doanh nghip cng ch gim n. Cc cng ty gim bt vn u t, ct gim bin ch, tht nghip tng, sc mua ca x hi gim. Tuy nhin, iu ny cn ph thuc vo cc tng lp dn c. Nhng nhm ngi giu c vn tiu dng nhiu hng ho t tin ngay c vo thi k kinh t kh khn. Nhng tng lp ngho trong x hi buc phi thay i c cu chi tiu, tp trung vo nhng hng ho thit yu nht v s lng mua cng gim st. Trong iu kin , hot ng Marketing cng phi thay i thch ng. Cc sn phm va ti tin s bn chy hn l cc sn phm xa x. Khi lm pht tng, gi c tng nhanh hn thu nhp c nhn, nhu cu tiu dng ca dn chng cng thay i. Mt s tm gc li cc chi tiu ln. S nhng ngi nhiu tin li vi v u c vng, la hoc nh t gi ca. Khi li sut tin gi cao s lm gim sc mua cc hng ho lu bn v thu ht dn chng gi tit kim hn l u t hoc tiu dng. Khi li sut gim, cc cng ty thng kch thch tiu th bng cch bn tr chm vi li sut thp hn th trng hoc khng li. Trong hn mi nm i mi, kinh t Vit Nam ang tng trng nhanh. Nm 2001 mc tng trng GDP ca Vit Nam ch ng sau Trung Quc. Thu nhp ca dn chng tng, u t trong v ngoi nc vn mc cao, lm pht tht nghip thp, nh nc cng c chnh sch kch cu. y chnh l cc iu kin kinh t v m thun li cho cc doanh nghip m rng sn xut kinh doanh. Mt khc, Vit Nam ang chuyn mnh sang nn kinh t th trng, ng thi tng bc ch ng hi nhp kinh t khu vc v quc t. Vit Nam k hip nh thng mi Vit - M, l thnh vin ASEAN, APEC v tr thnh thnh vin th 150 ca WTO vo cui nm 2006. Trong iu kin , cnh tranh s ngy cng gia tng c v quy m v mc . Nh nc buc cc ngnh phi xy dng l trnh hi nhp thch nghi vi mi trng cnh tranh trn phm vi quc t. Trong iu kin , cc doanh nghip phi ti cu trc, i mi cng ngh, sn phm dch v, thay i t duy kinh doanh, hng ti khch hng th mi c th tn ti v ph

3.2.3. Mi trng t nhin

Mi trng t nhin l h thng cc yu t t nhin c nh hng n cc ngun lc u vo cn thit cho hot ng ca cc doanh nghip, do vy cng nh hng n hot ng Marketing ca doanh nghip. l cc yu t nh kh hu, thi tit, v tr a l, ti nguyn thin nhin, mi trng...

1) nhim mi trng
Vo nhng nm 60 d lun th gii cnh bo v vn nhim mi trng do hot ng sn xut v tiu dng ca con ngi gy ra. Nhiu t chc bo v mi trng ra i v hot ng tch nhm hn ch nhng nhim do cht thi ca cc ngnh cng nghip v cht thi tiu dng gy ra. Trc tnh th , cc ngnh sn xut hng ho cng bt u phi thay i cng ngh sn xut nhm gim nhim mi trng nh s dng bao b d ti ch, s dng xng khng ch, s dng h thng lc nc, kh thi. Cc sn phm "thn thin vi mi trng" nh xe p in, t in, t kh ga, xng khng ch...ngy cng xut hin nhiu v ang chim c thin cm ca ngi tiu dng v x hi. 39

Kinh t Vit Nam pht trin nhanh chng. Tuy nhin, vn nhim mi trng cng tr nn ngy cng tr nn nng n, c x hi quan tm lo lng.

2) Tnh hnh khan him nguyn, nhin liu

Cc nguyn, nhin liu truyn thng nh vng, bc, st, thp, ng, du m, than ... ngy cng cn kit. iu ny buc cc cng ty s dng cc nguyn, nhin liu phi chi ph nhiu hn do thu ti nguyn tng ln ng thi vi chi ph cho cc u t nghin cu tm cc nguyn liu mi thay th. Nng lng gi, mt tri, a nhit ngy cng c s dng nhiu hn. iu ny m ra c hi kinh doanh cho cc ngnh sn xut mi. Trong nhng nm gn y, gi du trn th gii tng nhanh chng. y l thch thc i vi cc doanh nghip Vit Nam s dng nhiu xng du, nhng cng l ng lc cc doanh nghip nghin cu a ra nhiu sn phm mi nh xe chy bng ga, in...

3) S can thip ca lut php

Nh nc ngy cng can thip bng php lut vo cng cuc bo v mi trng v m bo cho x hi s dng ngun ti nguyn thin nhin hp l. Cc b lut mi ra i nhm bo v ngun nc, khng kh, t ai, bin, rng, chim mung, th qu him. Nhiu khu vn quc gia mi ra i to nn nhng mi trng bnh yn cho cc loi ng thc vt pht trin. Hot ng kinh doanh ca cc doanh nghip chu s iu tit nghim ngt ca cc c quan nh nc, ng thi chu s theo di, gim st cht ch ca d lun x hi v ca cc t chc bo v mi trng. iu ny buc cc doanh nghip cng phi tm kim cc gii php mi trnh vi phm lut l bo v ti nguyn, mi trng.

3.2.4. Mi trng cng ngh

Cng ngh ngy cng thay i nhanh chng, mang li cho con ngi nhiu iu k diu, nhng cng t ra cc thch thc mi cho cc doanh nghip.

Cng ngh l mt v kh cnh tranh. Cng ngh mi s to ra cc sn phm mi cnh tranh vi sn phm hin ti. Do vy cng ngh to ra c hi cho cc doanh nghip mi gip cho cc doanh nghip mi cnh tranh vi cc doanh nghip c chm chp. Cc doanh nghip mi thng dng cng ngh mi cnh tranh vi doanh nghip c nh l mt chin lc thc sn.

My ph to copy ra i lm thit hi cho ngnh sn xut giy than, my ch. ng h in t ca Nht mt thi tng lm iu ng ngnh sn xut ng h c hc ca Thu S. Trong lnh vc in t vin thng, cc con chp nh vi gi c ngy cng h, cc tuyn cp quang dung lng ngy cng ln vi gi ngy cng r to ra cuc cch mng trong tin hc v vin thng. iu ny dn n mt lot cc dch v mi ra i lm thay i b mt x hi. Th tr trc in t cho dch v in thoi di ng kch thch nhu cu ca khch hng, lm cho t l thu bao di ng tr trc tng ln chng mt v t con s 70% tng s thu bao di ng ton quc vo cui nm 2001.

Ngy nay cng ngh thay i nhanh chng. Cng ngh truyn thng s ho, tin hc ho, quang ho pht trin nhanh chng lm cho gi c gi c cc thit b vin thng gim nhanh, v cht lng lng c nng cao, c kh nng to ra cc dch v a dng. Xu hng hi t gia cc cng ngh: Vin thng - Tin hc - Truyn thng v ang to ra nhiu dch v mi, nhiu i th cnh tranh mi, c bit l Internet mang li nhiu dch v vin thng mi 40

cnh tranh vi cc dch v vin thng truyn thng. Tng t nh vy, xu hng hi t gia Bu chnh truyn thng, Tin hc v Vin thng cng mang li cho x hi cc dch v mi l bu chnh in t. Cc cng ty v Nh nc ngy cng ch trng n u t nghin cu cng ngh mi, sn phm mi. iu ny gip tng kh nng cnh tranh cho cc doanh nghip, cho quc gia. M l nc u t ln nht cho nghin cu khoa hc v th nghim sn phm mi. y l mt trong cc nguyn nhn gip nn kinh t M tr thnh mt nn kinh t c kh nng cnh tranh mnh nht trn th gii.

nng cao kh nng cnh tranh, cc nh qun tr Marketing phi lun theo di s bin i ca cng ngh mi gi v tr tin phong trn th trng. Vic Vietel m dch v 178 trc so vi VNPT l mt bc t ph thng li ca Vietel vo th trng in thoi lin tnh Vit Nam. V d:

in thoi cng ngh VoiIP cnh tranh mnh vi in thoi ng di truyn thng, E-mail, e-card cnh tranh vi th, bu nh bu thip truyn thng. in thoi di ng ni vng cnh tranh vi in thoi c nh, in thoi di ng. Thng mi in t nh hng n Bu chnh truyn thng Thanh ton in t cnh tranh vi chuyn tin truyn thng Bo in t cnh tranh vi bo ch truyn thng CityPhone cnh tranh vi in thoi c nh...

3.2.5. Mi trng chnh tr, lut php

Mi trng chnh tr php lut c nh hng ln ti cc hot ng Marketing ca doanh nghip. Mi trng chnh tr php lut bao gm h thng lut v cc vn bn di lut, cc cng c, chnh sch nh nc, cc c quan php lut, cc c ch iu hnh ca Nh nc. Tc ng ca mi trng chnh tr php lut n doanh nghip th hin vai tr qun l nh nc i vi nn kinh t quc dn. 1) H thng php lut iu tit cc hot ng ca doanh nghip Vit Nam nh: Lut doanh nghip, Lut u t nc ngoi, Lut hi quan, Lut chng c quyn, Lut Doanh nghip nh nc, Lut Bu chnh, Lut Vin thng, Ngh nh v qun l Internet, Ngh nh v qung co... ang c son tho, b sung v hon chnh. Cc vn bn php lut ny nu r lnh vc m doanh nghip c php kinh doanh v lnh vc cm khng c kinh doanh cng nh ngha v v quyn li i vi doanh nghip. Cc nh qun tr Marketing cn nm vng lut php trnh vi phm sai lm. Mt khc, kinh doanh trong mt mi trng php lut hon chnh gip cho doanh nghip hot ng an ton, bnh ng. Hi nhp quc t, tham gia kinh doanh trn th trng ton cu i hi cc doanh nghip Vit Nam phi hiu bit lut php quc t trnh xy ra nhng sai lm ng tic. 2) H thng cc cng c chnh sch Nh nc c tc ng ln n cc hot ng kinh doanh ca doanh nghip. l: Chnh sch ti chnh, tin t, Chnh sch thu nhp, Chnh sch xut nhp khu, Chnh sch a dng ho s hu, Chnh sch khuyn khch u t nc ngoi, Chnh sch pht trin nng thn, min ni... Ngh quyt Hi ngh 3, Ban Chp hnh TW kho IX v tng cng tnh t ch cho cc doanh nghip nh nc cng ang c th ch ho thnh cc chnh sch c th i vo cuc sng. ng v Nh nc ta ang thc hin ng li ch ng hi nhp khu vc v quc t theo tinh thn "Hi nhp pht trin". Ch trng ng li ny cng ang c thc thi bng cc l trnh hi nhp ca cc ngnh kinh t Vit Nam n nm 2020. Cc doanh nghip Bu chnh vin thng chu s tc ng mnh ca cc chnh sch nh: Chnh sch i mi, c phn ho doanh nghip nh nc, khuyn khch a dng ho s hu, khuyn khch thc y cnh tranh trong nc, khuyn khch pht trin kinh t nng thn, min ni. y l c hi cho cc doanh nghip mi 41

tham gia th trng ang tng trng nhanh ny, nhng li l thch thc, nguy c ln i vi cc doanh nghip c. Ngh nh v BCVT, lut v cng ngh thng tin c a vo thc thi. y l mt o lut chi phi ln n hot ng sn xut kinh doanh ca cc doanh nghip trn th trng BCVT v cng ngh thng tin. 3) C ch iu hnh ca Chnh ph quyt nh trc tip n tnh hiu lc ca php lut v ng li, chnh sch kinh t ca Nh nc, v do vy n hot ng kinh doanh ca doanh nghip. Mt Chnh ph mnh, trong sch s khuyn khch thc y kinh doanh lnh mnh, khuyn khch kinh t pht trin. Vit Nam ang y mnh ci cch hnh chnh Nh nc, thng qua o lut chng tham nhng, thnh lp Cc chng tham nhng... nhm nng cao hiu qu qun l nh nc, to iu kin thun li cho cc doanh nghip pht trin, thu ht vn u t trong v ngoi nc. Ngc li, mt Chnh ph tham nhng s lm mo m cc chnh sch, lut php, lm gim hiu qu u t, lm thui cht cc n lc pht trin ca x hi. Chnh ph cng khng c can thip qu su vo hot ng sn xut kinh doanh ca cc doanh nghip, lm cho doanh nghip thiu quyn t ch sn xut kinh doanh. Cc nc thuc khi XHCN c sau khi chuyn i sang nn kinh t th trng u phi thc hin vic tch bch gia chc nng qun l nh nc v chc nng qun tr kinh doanh kinh doanh ti cc doanh nghip nhm khc phc hin tng va bng, va thi ci, ng thi to quyn t ch nng ng cho cc doanh nghip. 4) Chnh sch bo v ngi tiu dng Chnh ph lun c trch nhim bo v ngi tiu dng thng qua lut php, hoc cho php thnh lp cc t chc bo v ngi tiu dng. Trong diu kin , cc doanh nghip phi iu chnh cc hot ng Marketing sao cho p ng c quyn li ca ngi tiu dng. 5) Mi trng chnh tr n nh, khng c mu thun sc tc, tn gio, chin tranh l iu kin l tng cho vic thu ht u t trong v ngoi nc. Sau s kin khng b ti Trung tm thng mi M ngy 11/09/ 2001 v nhiu v khng b trn th gii, vn n nh chnh tr c cc nh u t nc ngoi c bit quan tm. Hin nay, Vit Nam c xem nh mt quc gia n nh chnh tr v an ton nht th gii thu ht cc nh u t nc ngoi.

3.2.6. Mi trng vn ho x hi
Vn ho l mt h thng gi tr, quan nim, nim tin, truyn thng v cc chun mc hnh vi c mt tp th gi gn, c hnh thnh trong nhng iu kin nht nh v vt cht, mi trng t nhin, lch s ca cng ng v di tc ng ca cc nn vn ho khc. Hnh vi tiu dng ca khch hng chu nh hng su sc ca nn vn ho ca dn tc h. Ni cch khc, cc yu t vn ho c tc ng ln n hot ng kinh doanh ca doanh nghip. Do vy, doanh nghip cn hiu bit mi trng vn ho m h ang kinh doanh lm cho hot ng kinh doanh ca h ph hp vi mi trng vn ho . Nu bn mun m mt nh hng Nga ti Vit Nam, bn phi nghin cu rt k vn ho Nga th mi c th thnh cng. Thc khch n nh hng ca bn khng phi ch n cc mn n Nga, m cao hn l thng thc vn ho Nga. Sau y l cc biu hin ca mi trng vn ho:

42

1) Nhng gi tr vn ho truyn thng

Gi tr vn ho truyn thng l cc chun mc v nim tin trong x hi, c truyn t i ny sang i khc, c duy tr v tha k trong mi trng gia nh, x hi. Gi tr vn ho truyn thng tc ng mnh n hnh vi ng x, tiu dng hng ngy ca con ngi. ng thi gi tr vn ho truyn thng c tnh bn vng, kh thay i. Cc nh qun tr Marketing khng th thay i c cc gi tr vn ho truyn thng m ch c th thay i cc gi tr vn ho th pht. Chng hn, nim tin ca ngi Vit Nam vo ch hn nhn mt v mt chng l gi tr vn ho truyn thng, kh thay i. Cn nim tin vo vic cn thit xy dng gia nh l nim tin th pht, c th thay i.

2) Nhng gi tr vn ho th pht
y l nhng xu hng vn ho mi hnh thnh, tnh bn vng ca n khng cao, d thay i.Nu thay i cc gi tr vn ho th pht s to ra cc khuynh hng tiu dng mi, c hi kinh doanh mi c th khai thc. Thng thng, thnh vin ca cc nhnh vn ho th pht l thanh nin chu nh hng ca cc ngi sao ca nhc, th thao, mn bc. H mun i lp vi vn ho truyn thng. H th hin quan im qua cch n mc, u tc, qua thi v quan h nam n. Hng Pepsi tng nm ly t tng tri dy ca gii tr, khuyn khch h qua khu hiu qung co: "Pepsi, s la chn ca th h mi!"

3) Cc nhnh vn ho
Trong mt nn vn ho lun lun tn ti cc nhm dn c vi cc sc thi vn ho c trng ring ngoi cc c trng chung ca nn vn ho. Cc thnh vin trong nhm cng chia s cc h thng gi tr vn ho, o c no . l cc nhm tn gio, dn tc, thanh nin...Cc nh qun tr Marketing nn xem cc nhnh vn ho ny nh l cc on th trng c th khai thc nhm nng cao kh nng cnh tranh ca mnh. Xu hng ton cu ho, hi nhp quc t s dn ti s giao thoa gia cc nn vn ho khc nhau, nhng cng c th to ra cc xung t. Mun cho sn phm ca mnh c chp nhn ti Vit Nam v vn ra ton cu, cc doanh nghip phi hiu bit mi trng vn ho ni mnh ang kinh doanh la chn cc chin lc Marketing ph hp. Mt khc, khi i sng vt cht c nng cao, vn ho tiu dng cng thay i theo. T tm l n tiu tit kim, n chc mc bn chuyn sang tiu pha thoi mi v ch trng ti mu m v cht lng hn. V d:

Thi quen tiu dng ca dn chng cc th trng nc ngoi cho doanh nghip xut khu bit sn phm g th c chp nhn ti mt a phng, mt quc gia? Vn ho Vit Nam hng v tnh cm gia nh. Do vy, qung co thc phm, dng gia nh... mang hnh nh gia nh m m th d gy n tng, d c chp nhn. Hng xe tc xi Thnh hng qung co: "xe gia nh, xe ca chng mnh!". Cc doanh nghip mun xut khu cng phi nghin cu cch t tn cho sn phm xut khu ca mnh nh th no khng gy ra cc n tng xu cho khch hng cc nc nhp khu? Trong cc v nh cng ti cc doanh nghip c vn u t nc ngoi, t l nh cng xy ra ti cc doanh nghip Hn Quc v i Loan chim s ng. Mt trong cc l do xy ra nh cng l xung t v vn ho gia cng nhn Vit Nam v cc ng ch nc ngoi Hn Quc v i Loan.

V d v nhn hiu sn phm nc ngoi gy kh chu do bt ng ngn ng:

Khi xm nhp vo th trng Trung Quc, nhn hiu Coca-Cola thot u c phin m thnh Kekou-Kela. T ny theo ngha ting Trung th ging nh : "Cn con nng nc trn nhy. Sau Hng Coca buc phi tm mt t phin m mi l:" Kokou-kole" mang ngha l: "Cm gic hnh 43

phc ngon ming". Cch phin m ny gip cho sn phm cu hng tip cn c th trng khng l ny. Sn phm nc khong ca Schweppes l "Schweppes Tonic Water". Khi c nhp vo Ytalia th tn ny c dch l "Schweppes Toilet Water" vi ngha "Nc ra WC hiu Schweppes. Tn ny chc chn khng ph hp vi sn phm nc khong. Do vy, sau cng ty phi i tn sn phm .

Cc gi tr vn ho ch yu trong x hi c th hin qua thi , quan im ca mi con ngi v bn thn, v nhng ngi xung quanh, v cc th ch x hi, v x hi v thin nhin. Chng hn, mt thi ngi ta cao ci ti m b qua thc trch nhim vi cng ng. Thi c th hin qua cc hnh vi tiu dng c o lm ni bt ci ti ca h. Ngy nay, ngi ta li ang c xu th tr v vi cng ng, dung ho gia ci ti v x hi, chm sc n mi trng thin nhin, nng cao cht lng cuc sng ch khng phi cht lng sn phm. Xut hin ngy cng nhiu cc t chc bo v thin nhin, mi trng. Do vy, Marketing cng phi chuyn sang hng ti x hi (Marketing o c x hi). Khch hng s c thin cm v la chn cc cng ty m bo hi ho c ba li ch: li ch ca doanh nghip, li ch ca khch hng v li ch ca x hi. Thi gn gi vi thin nhin pht sinh ra nhu cu du lch sinh thi nh ln bin, i cu, i thm cc khu bo tn thin nhin, i cm tri, i du lch ng sng, ng bin... Thi ca con ngi i vi tn gio Vit Nam ngy nay ang thay i. Hnh nh cu Tng b th ng cng sn Mi i ving cha vo dp tt Nguyn n nm 1997 l s khng nh li quan im ca ng v t do tn ngng. Cc cha chin, nh th, miu mo, cung in, di tch lch s c tn to, cc l hi c phc hng thu ht nhiu khch thp phng n du ngon vn cnh. y l c hi kinh doanh cho nhiu cng ty. Quan im nam n bnh ng tr thnh hin thc ti nhiu quc gia cng nh hng n hot ng Marketing ca doanh nghip. S ph n i lm ngy cng tng dn n tng nhu cu v qun o, m phm, nh tr, thc n tr em. Bu chnh Bc Kinh thnh cng khi a ra dch v "a n tr em i hc". Quan im v thm m ngy nay cng thay i. Ngi ta khng cn thch nghe li khen bo na. Cc phng tp th hnh thu ht nhiu ph n. Cc sn tenit cng vi cc dng c, qun o th thao cng ang c gi, thu ht nhiu nh kinh doanh. Cc nh hng n chay cng thu ht khch hng, mc d gi c ca cc thc n chay cn t hn c thc n bnh thng.

3.3. MI TRNG MARKETING VI M

Mi trng vi m bao gm cc yu t c quan h trc tip n hot ng Marketing ca cng ty v nh hng n kh nng phc v khch hng. l cc nh cung cp ng, nhng ngi mi gii, cc khch hng, cc i th cnh tranh, cc cng chng trc tip. Khc vi mi trng v m, doanh nghip c th tc ng n mi trng vi m thng qua cc chnh sch, chin lc kinh doanh ca mnh. Sau y l cc yu t thuc mi trng vi m (xem Hnh 3.2).

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3.3.1. Cc yu t v lc lng bn trong doanh nghip

Hot ng Marketing khng phi l mt hot ng ring r trong doanh nghip. Ngc li n b chi phi bi cc lc lng, cc yu t khc trong doanh nghip. Do vy: Chin lc Marketing l mt b phn ca chin lc doanh nghip. Do vy hot ng Marketing chu s chi phi, iu hnh trc tip cu Ban gim c.

Chc nng Marketing phi kt ni cht ch vi cc chc nng khc trong doanh nghip nh Ti chnh, K ton, Nhn lc, R&D, Sn xut, Vt t, K hoch. Do vy, ngi ph trch Marketing phi bit kt ni v nhn c s ng tnh, h tr ca cc b phn lin quan. V d, nu nh qun tr Marketing d nh tung ra th trng mt sn phm mi, anh ta phi tho lun vi cc chc nng khc xem c ngun ti chnh, cng ngh, thit b, nhn lc ... thc hin d nh khng? Ngoi ra, cn c nhng cn tr do mu thun gia cc nh qun tr cc chc nng khc nhau trong cng ty. Nh qun tr sn xut th mun duy tr lu di cc sn phm tiu chun ho. Nh qun tr Marketing th thy cn thit phi a dng ho sn phm cho cc on th trng khc nhau. Nh qun tr ti chnh th khng mun chi ph nhiu cho chin dch qung co...

thc hin thnh cng chin lc Marketing, cn phi xy dng c s cam kt thc hin chng trnh Marketing i vi mi thnh vin trong cng ty. chnh l cng tc Marketing bn trong.

3.3.2. Cc nh cung ng
Cc nh cung ng cung cp cc yu t u vo cho doanh nghip hot ng. l ti chnh, in, nc, vt t, my mc thit b... Nu qu trnh cung cp cc u vo ny b trc trc th nh hng ln n qu trnh sn xut ca doanh nghip, c bit trong iu kin cnh tranh. c bit, gi c v dch v ca nh cung cp c nh hng ln n hot ng ca doanh nghip. Do vy doanh nghip phi hiu bit, quan tm v xy dng mi quan h bn vng vi cc nh cung cp. i vi lnh vc ch bin thc phm, c c ngun nguyn liu n nh l yu t tin quyt cho s thnh cng ca cng ty. m bo cc ngun cung cp nguyn liu n nh, nhiu cng ty c cc chnh sch xy dng mi quan h n nh, h tr cho cc nh cung cp. Cng ty ma ng Lam Sn tnh Thanh Ho xy dng c vng nguyn liu ma n nh thng qua cc chnh sch nh h tr nng dn vn, ging, phn bn, k thut, v cao hn na l cho php nng dn mua c phn ca nh my khi nh my tin hnh 45

c phn ho. Nh vy, nng dn tr thnh ngi ng s hu nh my, quyn li ca h gn lin vi s pht trin ca nh my. Chnh h c trch nhim v c ng c mnh m phi m bo nguyn liu cho nh my hot ng. Mt cng ty xut khu nm t chc hun luyn k thut trng, cung cp ging v ch bin nm cho nng dn min ph, t chc thu mua nguyn liu vi gi n nh nng dn yn tm sn xut. Mt s cng ty nc ngoi trong ngnh ch bin thc phm cung cp ging, k thut, thc n chn nui cho nng dn v bao tiu sn phm vi gi n nh. cho nng dn sn xut nguyn liu gn b vi s thnh cng ca cng ty, mt s cng ty ch bin cho nng dn mua c phn ca cng ty.

3.3.3. Cc trung gian Marketing

Ai l cc trung gian Marketing? Vai tr ca h nh th no? Trung gian Marketing l cc t chc kinh doanh c lp tham gia h tr cho doanh nghip trong cc khu khc nhau trong chui gi tr ca doanh nghip. Cc trung gian ny rt quan trng, nht l trong mi trng cnh tranh quc t, cc doanh nghip c xu hng thu ngoi (Outsoursing) mt s khu khc nhau trong chui gi tr ca doanh nghip. iu ny s gip cho doanh nghip tit kim chi ph v nng cao hiu qu kinh doanh. Do vy, doanh nghip phi bit la chn cc trung gian ph hp v xy dng mi quan h lu di vi cc trung gian. Sau y l cc loi trung gian:

Cc i l bn bun, bn l, cc i l phn phi c quyn, cc cng ty vn chuyn, kho vn. H gip cho doanh nghip trong khu phn phi hng ho, dch v n tay ngi tiu dng cui cng nhanh chng v hiu qu. Cc cng ty t vn, nghin cu th trng, cc cng ty qung co, cc i, bo ch, pht thanh, truyn hnh. H gip cho doanh nghip tuyn truyn, qung co sn phm, uy tn ca doanh nghip. Do vy vic la chn i tc ph hp l rt quan trng. Cc t chc ti chnh trung gian nh Ngn hng, Cng ty ti chnh, Cng ty bo him, Cng ty kim ton. H h tr ti chnh, gip cho doanh nghip phng ri ro.

C th c cc cng ty ln t t chc ly qu trnh phn phi, tc l thc hin knh phn phi trc tip m khng qua trung gian, hoc t t chc nghin cu th trng... Tuy nhin, cnh tranh buc doanh nghip phi ngh ti vic chuyn mn ho mi hot ng ca mnh. Do vy, cc trung gian Marketing c vai tr rt quan trng. H gip cho cng ty tit kim c chi ph, nng cao cht lng sn phm dch v, trin khai nhanh chng hot ng kinh doanh, v m rng th trng. Vi mc ch , Tp on BCVT Vit Nam cng chuyn dn cc bu cc 3 khng hiu qu thnh cc i l hoc cc im bu in vn ho x.

3.3.4. Khch hng

Khch hng l ngi quyt nh thnh bi i vi doanh nghip, l mc tiu kinh doanh ca doanh nghip. Mc tiu ca doanh nghip l p ng nhu cu ca khch hng mc tiu. Do vy doanh nghip cn hiu r khch hng. Khch hng to nn th trng ca doanh nghip. Thng ngi ta c th chia thnh 5 loi th trng nh sau:

Th trng ngi tiu dng Th trng khch hng doanh nghip Th trng cc nh bun trung gian 46

Th trng cc c quan t chc ng, Nh nc Th trng quc t

Nhu cu, mong mun, kh nng thanh ton, mc ch v ng c mua sm ca cc th trng ny l khc nhau. Do vy, doanh nghip cn nghin cu ring mt cch cn thn tng loi th trng ny. Vn ny s c nghin cu k trong phn phn on th trng chng sau.

3.3.5. i th cnh tranh

Yu t cnh tranh tc ng ln n hot ng Marketing ca doanh nghip. Cc nh qun tr Marketing lun lun quan tm n hot ng ca cc i th cnh tranh, n cc chin lc sn phm, gi c, phn phi v xc tin ca cc i th.

1) Cc loi cnh tranh

Mt cng ty thng gp phi s cnh tranh t 3 ngun khc nhau nh sau:

Cnh tranh gia cc nhn hiu khc nhau ca cc sn phm cng loi. Chng hn, l s cnh tranh gia dch v in thoi di ng Mobifone v Vina-phone, gia dch v internet FPT v VDC, gia dch v VoIP 171 v 178, gia dch v hng khng ca Vietnam Airline v Pacific Airline... Cnh tranh gia cc sn phm thay th. Cc loi sn phm khc nhau nhng c th mang li li ch tng t cho khch hng. V d: e-mail thay cho th tn, E-card thay cho bu nh, Fax thay cho in bo, my nghe a compact thay cho cassetes, i my bay thay cho i tu ho... Vi gi v thp v chuyn bay thng xuyn, hng hng khng Southeast Airline ca M tuyn b cnh tranh ngay vi c t lin tnh. Cnh tranh ginh ti tin ca khch hng. Bt k cng ty no cng b cnh tranh bi cc cng ty khc ang nhm vo ginh ly ti tin ca khch hng, trong khi ti tin ca h th c hn. Vi ngn sch chi tiu c hn, khch hng li c nhiu nhu cu khc nhau. Tt nhin, h s c nhng k hoch chi tiu nht nh, v ginh s u tin cho cc nhu cu thit yu hay cp bch. Tuy nhin, bng cc chin lc Marketing linh hot, cng ty c th cnh tranh ginh ly s u i chi tiu ca khch hng cho sn phm ca mnh.

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2) Cu trc th trng
Theo cc nh kinh t hc th c 4 loi th trng. l: th trng cnh tranh hon ho; th trng cnh tranh c quyn; th trng c quyn nhm; v th trng c quyn. Tu vo mi loi th trng m doanh nghip c cch ng x khc nhau cnh tranh (xem Hnh 3.3.). Ngi c c th tm hiu chi tit hn vn ny trong cc gio trnh kinh t vi m.

3) Phn tch cnh trnh dng M hnh 5 yu t cnh tranh Michael Porter
phn tch cnh tranh, chng ta c th s dng m hnh 5 yu t cnh tranh Michael Porter. Theo m hnh ny, c 5 yu t cnh tranh i vi mt doanh nghip trong mt ngnh kinh t no : phn tch cnh tranh, chng ta c th s dng m hnh 5 yu t cnh tranh Michael Porter. Theo m hnh ny, c 5 yu t cnh tranh i vi mt doanh nghip trong mt ngnh kinh t no :

Cnh tranh gia cc cng ty cng loi, tc l cc doanh nghip trong cng ngnh, cung cp cng mt loi sn phm dch v. Cnh tranh t pha cc nh cung cp. Cnh tranh t pha khch hng. Cnh tranh t cc sn phm thay th Cnh tranh t cc i th mi s tham gia vo ngnh do xu th hi nhp, m ca th trng.

Vic phn tch cc p lc trong mi trng cnh tranh theo m hnh Michael Porter s gip cho chng ta nhn dng c cc i th cnh tranh hin ti cng nh trong tng lai, i th trc tip cng nh gin tip c th la chn cc chin lc cnh tranh, i ph c hiu qu i vi cc p lc cnh tranh trn th trng Bu chnh, Vin thng. (Chi tit hn xin xem Ph lc cui chng 3)

3.3.6. Cng chng trc tip

Trong phn ny, chng ta s tr li cc cu hi sau y:

Ai l cng chng trc tip ca doanh nghip? Vai tr ca h i vi doanh nghip?

Cng chng trc tip l bt l mt nhm, mt t chc no c mi quan tm, c nh hng n hot ng ca doanh nghip. Cng chng trc tip s ng h hoc chng li cc quyt nh kinh doanh ca doanh nghip, tc l to thun li hay gy kh khn cho doanh nghip. Doanh nghip cn phn loi cng chng v xy dng cc mi quan h ph hp vi tng loi. Theo cch ny c th chia cng chng thnh 3 loi:

Cng chng tch cc. y l nhm cng chng c thin ch i vi doanh nghip. Cng chng tm kim. y l nhm cng chng m doanh nghip phi tm cch thu ht, li ko h ng h. Cng chng phn ng l nhm ngi khng c thin ch vi doanh nghip, cn phi phng phn ng ca h.

C th hn, ta c th thy c cc nhm cng chng sau y (thuc v mt trong 3 loi trn): 48

Cc t chc ti chnh, ngn hng, tn dng, cc c ng. H m bo cho doanh nghip ngun vn kinh doanh. Nhm cng chng ny quan tm n s hot ng kinh doanh c hiu qu ca doanh nghip. Doanh nghip mun c c s thin cm ca h th phi kinh doanh pht t, ti chnh lnh mnh v thng tin thng xuyn vi h v tnh hnh ti chnh doanh nghip. Cc c quan thng tin i chng nh bo ch, truyn hnh, truyn thanh. H a tin tuyn truyn cho doanh nghip, gip cho doanh nghip chim c thin cm ca x hi. Cc c quan chnh quyn. Thng qua lut php, cc c quan chnh quyn thc hin chc nng qun l nh nc i vi doanh nghip. Doanh nghip phi chp hnh nghim chnh lut php, ch trng chnh sch ca Nh nc.

Cc T chc bo v ngi tiu dng, bo v mi trng ngy cng c ting ni trong d lun x hi. Cc cng ty phi trnh s ln ting phn i ca cc t chc ny, v nh vy s gy ting xu trong d lun x hi. Cn b cng nhn vin trong cng ty. y l nhm khch hng hng bn trong doanh nghip. H l ngun lc quan trng ca doanh nghip. H cn c quan tm, ng vin, nh gi ng mc. H cng cn c thng tin thng xuyn v tnh hnh hot ng ca cng ty, c tham gia vo qu trnh xy dng k hoch, qu trnh qun l...

Qun chng ng o. H c th tr thnh khch hng ca cng ty. Nu d lun ca qun chng i vi cng ty l xu th chc chn cng ty s gp kh khn trong kinh doanh. Do vy, cng ty phi theo di thng xuyn d lun cng chng v cng ty v sn phm ca cng ty. Cng ty cng cn phi tham gia vo cc hot ng ti tr gip a phng to ra hnh nh tt p v cng ty trong con mt cng chng. Cc doanh nghip phi quan tm n cng chng trc tip, c b phn chuyn ph trch lnh vc quan h vi cng chng (Public Relation).

PH LC

49

PHN TCH MI TRNG CNH TRANH TRN TH TRNG BU CHNH VIN THNG VIT NAM
Nghin cu mi trng cnh tranh l mt cng vic ht sc quan trng v l mi quan tm hng u cu bt k doanh nghip no hot ng trong mi trng cnh tranh. Trn c s nghin cu mi trng cnh tranh m doanh nghip c th vch ra chin lc cnh tranh ph hp. Th trng bu chnh vin thng cng bt u xut hin cc i th cnh tranh t nm 1995. Tuy nhin, c nhiu loi cnh tranh xut hin t trc thi im . c mt bc tranh tng quan v mi trng cnh tranh trn th trng bu chnh vin thng, chng ta s s dng m hnh phn tch cnh tranh ca Michael Porter. Theo Michael Porter, c 5 yu t cnh tranh trong mi trng cnh tranh i vi mt ngnh kinh doanh ni chung v i vi ngnh bu chnh, vin thng ni ring nh c m t trong s sau y:

Chng ta s phn tch chi tit 5 yu t trong m hnh m t bc tranh mi trng cnh tranh trn th trng bu chnh, vin thng. L ra cn phi m t ring r cho hai th trng bu chnh v vin thng. Nhng cho gn chng ta c th ch nu ring tng th trng khi c cc vn ring. i tng nghin cu l Tp on BCVT (VNPT).

1) Cc i th tim tng
y l cc i th trong tng lai khi h c th gia nhp vo th trng bu chnh, vin thng. Tuy nhin, khng phi d dng tham gia vo mt th trng no , c bit l th trng bu chnh, vin thng. Khi mun tham gia vo mt th trng ni chung v th trng BCVT ni ring, cc i th tng lai phi vt qua c ro cn gia nhp ngnh kinh doanh ny. C th nu ra y cc loi ro cn ngn chn mt i th mun gia nhp ngnh BCVT:

Ro cn th nht l li th theo quy m. Trong mt s ngnh khi quy m sn xut ca mt cng ty tng ln th chi ph trung bnh cho 1 n v sn phm gim xung. Ngnh Bu chnh, Vin thng l mt ngnh c tnh cht nh vy. iu ny c ngha l nu mt nh khai thc bu chnh vin thng c quy m ln th h c li th cnh tranh so vi cc i th mi. Tp on BCVT Vit Nam (VNPT) nh khai thc ch o trn th trng c c li th cnh tranh ny. Tuy nhin, nhiu nc "o lutchng c quyn'' khng cho php mt cng ty chim th phn qu ln. V d: Chnh ph M quyt nh chia tch cng ty vin thng AT&T thnh nhiu cng ty nh. Gn y nht, vo gia nm 2002, Chnh ph Trung Quc cng yu cu China Telecom tch thnh 2 cng ty l China Telecom hot ng pha Nam, v cng ty China NetCom hot ng pha Bc Trung Quc. 50

Ro cn th 2 l s trung thnh ca khch hng. Mt cng ty c ch ng vng chc trn th trng th c ngha l chim ccm tnh, lng tin v strung thnh ca khch hng. Lng tin v s trung thnh ca khch hng cng cao th cng gy kh khn cho cc i th mi mun gia nhp th trng.

Do vy, cc i th mi phi tm kim nhng k h (th trng ngch) ca th trng hin ti cn b ng xm nhp, hoc khai thc nhng nhc im trong chnh sch Marketing mix ca i th hin hnh a ra cc sn phm thay th, ginh thin cm ca khch hng. gi c li th ny trong mi trng cnh tranh, VNPT ch c mt chin lc duy nht l phi thc hin "Cng ty ho" c c quyn t trong kinh doanh, v "Thng mi ho" chuyn sang t duy kinh doanh mi, hng v khch hng.

Ro cn th 3 l li th tuyt i v gi thnh do cng ngh cao, do kinh nghim lu nm, do bng pht minh sng ch, do chi ph u vo thp, do chnh sch u i ca Nh nc, do hiu qu theo quy m...

Mun gi c li th ny, VNPT phi lun lun dn u v cng ngh, phi ch trng cng tc qun tr kinh doanh gim ch ph, nng cao hiu qu sn xut kinh doanh. Cc doanh nghip ln nu khng qun l tt s d mc phi nhc im l b my cng knh, lng ph, tnh quan liu mnh lnh, ca quyn. Cng ngh tin hc, vin thng ngy nay thay i ht sc nhanh chng. Nhiu cng ngh mi vi chi ph u t thp ra i. Do vy, cc cng ty nh mi tham gia th trng cng c th nm ly c hi cnh tranh vi cc ''i gia'' phn ng chm chp vi cc nhu cu mi ca th trng. Vietel vi cng ngh IP xm nhp th trng in thoi ng di v ginh c mt ch ng chn ban u tip tc m rng th phn.

Ro cn th 4 l v php l. i vi lnh vc BCVT, mun gia nhp ngnh cn phi c s chp thun ca Nh nc. Ngy nay, theo xu th hi nhp, m ca, cc nc u cng b l trnh m ca th trng BCVT. Vit Nam cng khng l ngoi l. ng v Nh nc ch trng tng bc cho php cc thnh phn kinh t tham gia th trng BCVT, ng thi c cc chnh sch nng cc cng ty mi gia nhp th trng. y chnh l c hi thun li cho cc i th mi bc vo th trng v l nguy c s c thm cc i th cnh tranh i vi VNPT. Ro cn th 5 l v vn ling, cng ngh l mt tr ngi ln i vi cc i th mun gia nhp th trng BCVT. Tuy nhin, khi hnh thc lin doanh cung cp dch v BCVT c chnh ph cho php th vn vn ling v cng ngh s khng cn l s cn tr ln i vi cc nh khai thc mi mun tham gia th trng na. Vi cc knh huy ng vn ngy cng phong ph, cc i th tng lai cng c nhiu c hi thu ht ngun vn u t hn.

2) Cc i th cnh tranh hin ti trong ngnh BCVT

l cc cng ty BCVT ang hot ng trn th trng BCVT. Loi cnh tranh trc tip ny mnh ph thuc vo cc yu t sau: a) C cu th trng cnh tranh l cc kiu c cu nh cnh tranh hon ho, cnhtranh c quyn, c quyn ca mt nhm cc i th (trng hp ring l c quyn song phng ca 2 i th). Chin lc cnh tranh s khc nhau tu vo tng c cu th trng. Hin nay, th trng BCVT c c cu c quyn nhm gm mt s t cc i th. Trong th trng kiu ny, chin lc cnh tranh ca cc i th ph thuc ln nhau. b) Tc tng trng ca ngnh

51

Nu ngnh c tc tng trng cao th mc cnh tranh s khng cng thng v chic bnh th trng cn c th ln ln ch cho cc i th. Khi tc tng trng chm li th cc i th s cnh tranh s gay gt ginh git th phn. Th trng BCVT Vit Nam ang giai on tng trng cng vi mc tng trng ca nn kinh t, do vy mc cnh tranh cha gay gt. Tuy nhin, nu tc tng trng ca nn kinh t chm li do nhng nguyn nhn no th nhu cu tiu dng cc dch v BCVT s gim, iu ny dn n mc cnh tranh trn th trng BCVT s mnh hn v cc i th phi c gng gi v ginh git th trng. Mt trong cc chin lc c th p dng i vi cc i th cnh tranh cng ngnh ngh l chin lc hp nht theo chiu ngang. Mc ch ca chin lc ny l nhm m rng quy m kinh doanh, tn dng li th ca nhau, nng cao kh nng cnh tranh. V d, thay v cnh tranh vi cc cng ty chuyn pht nhanh ton cu, Bu chnh Vit Nam nn lin doanh, lin kt vi h, tn dng mng li vn chuyn nhanh ton cu ca h vn ra th trng th gii. Cc cng ty chuyn pht nhanh cng tn dng c mng li bu chnh ni a ca Vit Nam tip cn vi khch hng nhng gim c chi ph khai thc, v do vy nng cao c kh nng cnh tranh. Chin lc ny c p dng thnh cng mt s nc.

3) p lc t pha cc sn phm thay th

Cc sn phm thay th l cc sn phm mang li nhng li ch tiu dng nh sn phm hin ti hoc cao hn cho khch hng. Cc sn phm thay th thng l kt qu ca cng ngh mi. Cc dch v bu chnh truyn thng b cc dch v vin thng hin i cnh tranh mnh m n mc ngi ta nghi ng s tn ti ca th tn truyn thng. Bn thn cc dch v vin thng cng b chnh cc dch v vin thng mi cnh tranh gay gt. in thoi IP ang cnh tranh vi in thoi truyn thng nh gi cc thp v cht lng chp nhn c. in thoi di ng ni vng cng ginh khch hng ca in thoi di ng GSM v thm ch c in thoi c nh ni ht. Nh vy, khch hng c nhiu c hi la chn, h "c gi hn". Cnh tranh t pha cc sn phm thay th l loi hnh cnh tranh gin tip. cnh tranh vi cc sn phm thay th, doanh nghip phi ch trng, u t thch ng n cng tc nghin cu pht trin cng ngh, sn phm mi v lun lun i u trong i mi sn phm. Ring i vi Bu chnh, p ng nhu cu ca khch hng, VNPT cn phi s dng chnh cc cng ngh vin thng, tin hc hin i to ra cc dch v mi - dch v bu chnh in t (e-Post) cung cp cho khch hng. y chnh l xu hng hi t gia Bu chnh truyn thng-Vin thng v Tin hc ang xy ra nhiu nc trn th gii. Bu chnh c th lin kt vi Vin thng cung cp cc dch v ny.

4) p lc t pha khch hng

Khch hng thng mun c cung cp sn phm vi cht lng cao v gi thp, dch v khch hng hon ho. iu ny s lm cho chi ph khai thc tng ln, li nhun gim. Khch hng c kh nng gy p lc i vi nh cung cp trong cc iu kin sau y: Khi s lng khch hng t. Khi khch hng c th lin kt vi nhau gy p lc vi ngi bn. Tng cng ty BCVT VN l mt khch hng ln ca cc nh xut bn bo ch. Do vy, VNPT c th dng v th ny p cc nh xut bn khng bn bo cho cc i th cnh tranh vi mnh. Khi c cc khch hng ln. H l nhng ngi mua chuyn nghip. Nhng khch hng ny c kh nng gy sc p cho nh cung cp trong m phn v cht lng, gi c cng nh cc iu kin cung cp dch v. Nhng p lc ny s cng ln nu c cc nh cung cp dch v BCVT khc nhau mi cho li ko h. Do vy, vic qun l, chm sc khch hng ln (Key account Management) l nhim v ht sc quan trng i vi VNPT. Khi c s e do hi nhp ca khch hng v pha sau. l khi c cc khch hng ln c th mua t ngi bn, hoc t u t v khp kn qu trnh sn xut. V nh vy, h c th m rng chui gi tr v pha 52

trc, chim mt "phn ming bnh th trng" ca VNPT. Cng ty in lc, Cng ty tin hc, Cng ty pht thanh truyn hnh, ngn hng... l nhng khch hng c ca VNPT, nay rt c kh nng tr thnh i th cnh tranh ca VNPT. y cng l th hin xu hng hi t ba loi cng ngh: Vin thng -Tin hc - Truyn thng. Trong trng hp ny, chin lc ca VNPT nn dng l chia s li ch thng qua lin doanh, lin kt. y l kiu chin lc hi nhp (hp nht) v pha trc. Cc cng ty BCVT c th lin kt vi cc khch hng ln cng chia s li ch.

5) p lc t pha cc nh cung cp
l cc doanh nghip cung cp cc yu t u vo cho qu trnh sn xut kinh doanh ca chng ta. Cc trng hp sau y s to ra sc p i vi VNPT t pha cc nh cung cp: Ch c mt s t cc nh cung cp. Trong trng hp ny cc nh cung cp c th lin kt to ra cc p lc i vi VNPT v gi c, cht lng, phng thc thanh ton. Khi khng c sn sn phm thay th cho cc yu t u vo. Trong trng hp ny, p lc ca cc nh cung cp s tng ln. c bit, trong trng hp cc yu t u vo c vai tr quan trng i vi qu trnh sn xut ca doanh nghip. Khi vic thay i nh cung cp dn n mt chi ph ln cho doanh nghip th p lc ca nh cung cp s cao. Khi nh cung cp e do hi nhp v pha trc m rng dy chuyn gi tr ca h thng qua u t m rng sn xut hoc mua t ngi mua. Cc nh cung cp sn phm, dch v u vo cho doanh nghip nh cc cng ty tin hc, cc cng ty vn chuyn ng b, ng st, hng khng cng rt c th tr thnh cc i th tng lai ca VNPT nu h hi nhp v pha trc cung cp lun cc dch v BC, VT. Chin lc ca VNPT trong trng hp ny cng c th l lin doanh lin kt chia s quyn li, xy dng mi quan h thn thin cng c li lu di vi cc nh cung cp. y l kiu chin lc hi nhp v pha sau. Tm li, vic phn tch cc p lc trong mi trng cnh tranh nh trn s gip cho doanh nghip (VNPT) nhn dng c cc i th cnh tranh hin ti cng nh trong tng lai, i th trc tip cng nh gin tip c th la chn cc chin lc cnh tranh, i ph c hiu qu i vi cc p lc cnh tranh trn th trng Bu chnh, Vin thng.

CU HI N TP V THO LUN
1) Trong iu kin Vit Nam va tr thnh thnh vin ca WTO, hy phn tch nhng c hi v thch thc mang li cho cc doanh nghip Vit Nam? 2) Vn ho c nh hng g n giao tip, m phn kinh doanh quc t, qun l doanh nghip lin doanh? 5) Nu bn c d nh m mt nh hng n Nga ti Vit Nam, bn hy hnh dung xem khch mc tiu ca nh hng l ai? H c nhu cu g khi n nh hng? V bn phi lm g p ng nhu cu ca khch hng? Khch hng mc tiu ca ca hng l ngi Nga n Vit Nam lm n, hc tp, du lch, cng tc; nhng ngi Vit Nam, tng Nga, nhng ngi nghin cu v nc Nga; nhng ngi t m v m thc Nga. H n nh hng khng ch thng thc mn n Nga, m hng th vn ho Nga. l m thc, hi ho, m nhc, ngh thut, ngn ng ... 53

Vn ho l mt h thng gi tr, quan nim, nim tin, truyn thng v cc chun mc hnh vi c mt tp th gi gn, c hnh thnh trong nhng iu kin nht nh v vt cht, mi trng t nhin, lch s ca cng ng v di tc ng ca cc nn vn ho khc. Vy nh hng phi lm sao p ng c cc nhu cu ca khch hng th h s n thng xuyn vi nh hng 6) Bn hy tm hiu xem cng ty Viettel, cng ty Honda c nhng hot ng g gy c thin cm vi cng chng? 7) Phn tch c cu th trng i vi th trng dch v in thoi di ng Vit Nam, 8) Hy chn mt sn phm v phn tch 5 yu t cnh tranh i vi n. 9) Cc yu t thuc mi trng kinh t nh hng nh th no n hot ng Marketing ca doanh nghip? (*) Bt k DN cng chu nh hng ca cc yu t mi trng. l mi trng kinh t, mi trng chnh trlut php, mi trng vn ho-x hi, mi trng cng ngh, mi trng nhn khu hc... Chng ta tm hiu chi tit v mi trng kinh t. l cc yu t sau y: - Tc tng trng kinh t - Lm pht, tht nghip - Thu nhp ca dn c Kinh t Vit Nam ang tng trng

Vit Nam lm pht thp, tht nghip cao ang tng ln Sc mua tng

- Vit Nam ang chuyn sang kinh t th trng m c s qun l ca Nh nc (Nn kinh t hn hp) Vit Nam tham ang tham gia qa trnh hi nhp kinh t khu vc v quc t Vit - M, l thnh vin ASEAN, APEC v ang m phn gia nhp WTO y l thch thc ln i vi cc DN VN. K hip nh thng mi Cnh tranh ngy cng gia tng

thch nghi vi mi trng kinh t mi, cc DN phi tng bc i mi ton din nng cao nng lc cnh tranh, trong phi chuyn mnh sang t duy kinh doanh hng v khch hng. 10) Cc yu t thuc mi trng chnh tr - lut php nh hng nh th no n doanh nghip? Vic Vit Nam gia nhp WTO c nh hng g n cc cc nh u t ngn hng nc ngoi mun n u t Vit Nam? (*) H thng php lut (Lut doanh nghip, Lut u t nc ngoi, Lut hi quan, Lut chng c quyn, Lut Doanh nghip nh nc, Lut BC, Lut VT, Ngh nh v qun l Internet, Ngh nh v qung co, Php lnh BCVT.. .) H thng lut php ang hon chnh, b sung. H thng cc cng c chnh sch Nh nc (Chnh sch ti chnh, tin t Chnh sch thu nhp, Chnh sch xut nhp khu, Chnh sch a dng ho s hu, Chnh sch khuyn khch u t nc ngoi, Chnh sch pht trin nng thn, min ni...). Ngh quyt Hi ngh 3, Ban Chp hnh TW kho IX v tng cng tnh t ch cho cc doanh nghip nh nc. ng v Nh nc ta ang thc hin ng li ch ng hi nhp khu vc v quc t doanh nghip phi i mi hi nhp.

54

i vi Bu in Chnh sch i mi, c phn ho doanh nghip nh nc, khuyn khch a dng ho s hu, khuyn khch thc y cnh tranh trong nc, khuyn khchpht trin kinh t nng thn, min ni tc ng ln n hot ng ca VNPT C ch iu hnh ca Chnh ph (Chnh ph mnh, yu, trong sch, tham nhng...) mnh ci cch hnh chnh Nh nc. Chnh sch bo v ngi tiu dng, bo v bn quyn. Mi trng chnh tr n nh, khng c mu thun sc tc, tn gio, chin tranh 11) Cc yu t thuc mi trng cng ngh nh hng nh th no n hot ng Marketing ca doanh nghip? (*) Cng ngh mi s to ra cc sn phm mi cnh tranh vi sn phm hin ti. Cng ngh va to ra c hi, va to ra nguy c. Cng ngh l mt v kh cnh tranh. Cng ngh thay i nhanh chng: S ho, Tin hc ho, Quang ho, IP ho gi c cc thit b Vin thng gim nhanh, v cht lng lng c nng cao, c kh nng to ra cc dch v mi a dng. Vit Nam ang

1. Xu hng hi t ba loi cng ngh: Vin thng-Tin hc-Truyn thng v Bu chnh truyn thngVin thng-Tin hc to ra nhiu dch v mi, nhiu i th cnh tranh mi bn hng, khch hng i th, c bit l Internet nhiu dch v mi cnh tranh vi cc dch v truyn thng Sinh vin ly cc v d c th minh chng.
12) Cc yu t thuc mi trng dn s hc nh hng nh th no n hot ng Marketing ca doanh nghip?(*) 13) Cc yu t thuc mi trng vn ho-x hi nh hng nh th no n hot ng Marketing ca doanh nghip? (*)
Vn ho l mt h thng gi tr, quan nim, nim tin, truyn thng v cc chun mc hnh vi c mt tp th gi gn, c hnh thnh trong nhng iu kin nht nh v vt cht, mi trng t nhin, lch s ca cng ng v di tc ng ca cc nn vn ho khc. Nhng gi tr vn ho truyn thng Nhng gi tr vn ho th pht Cc nhnh vn ho Cc yu t vn ho c tc ng ln n hot ng kinh doanh ca doanh nghip. Do vy doanh nghip cn hiu bit mi trng vn ho m h ang kinh doanh. Xu hng ton cu ho, hi nhp quc t s dn ti s giao thoa gia cc nn vn ho khc nhau, nhng cng c th to ra cc xung t. Mun cho sn phm ca mnh c chp nhn trong mt x hi, doanh nghip phi hiu bit mi trng vn ho ca x hi la chn cc chin lc Marketing ph hp. Ngoi ra ,vn ho cng rt cn thit khi giao tip, k kt hp ng, qun tr nhn s trong cc cng ty lin doanh.

14) Hy phn tch cc c hi m mi trng v m mang li cho cc doanh nghip vin thng trong iu kin hin nay? (*)

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Mi trng hin nay l mi trng hi nhp kinh t quc t. Mi trng ny mang li cho cc doanh nghip vin thng nhiu thch thc, nhng cng rt nhiu c hi. l: Nhiu c hi hp tc kinh t thu ht vn, cng ngh mi, thit b mi, chuyn gia gii. Nhiu c hi kinh doanh t ngi dn, chnh ph, cc vin trng, cc doanh nghip trong v ngoi nc, khch nc ngoi... H cn nhiu cc phng tin thng tin hin i m rng phm vi giao tip ra ton th gii. Doanh nghip phi bit chun b nm ly cc c hi Sinh vin phn tch c hi xut hin i vi tng i tng nu trn.

15) Hy phn tch cc thch thc m mi trng v m mang li cho cc doanh nghip vin thng Vit Nam trong iu kin hin nay? (*)
Mi trng hin nay l mi trng hi nhp kinh t quc t. Mi trng ny mang li cho cc doanh nghip vin thng nhiu c hi mi, nhng cng rt nhiu nhiu thch thc mi. l: Cnh tranh ngy cng gia tng c u vo ln u ra, quy m v phm vi cnh tranh ngy cng rng. Sinh vin phn tch nguyn nhn ti sao hi nhp ko theo cnh tranh gia tng, v phn tch cc loi hnh cnh tranh. Khch hng ngy cng kh tnh, h i hi ngy cng cao c v cht lng v thi Doanh nghip phi bit chun b v i mi vt qua cc thch thc Sinh vin phn tch chi tit theo cc trn. Ly mt s v d minh ho.

16) Nu bn l gim c mt doanh nghip sn xut sa cho tr em ti mt quc gia m t l tr em ngy cng gim, th bn d kin c chin lc g vt qua thch thc ? (*)
- Khi s tr em gim DN khng th thay i m ch c th thch nghi bng cc chin lc s dng ma trn Ansoff (ma trn sn phm th trng). C th: - V ma trn sn phm - th trng v phn tch 4 chin lc tng trng - Phn tch 4 chin lc ca ma trn v p dng trn c s kt hp 2 bin s sn phm v th trng ta c cc chin lc sau: To ra cc sn phm mi cho cc th trng hin ti (sa cht lng cao hn, v khi con ci t, ngi ta chm sc k hn) To ra cc sn phm mi cho cc th trng mi, a sn phm hin ti sang cc th trng mi (nc ang pht trin ni m t l tr em vn nhiu.)

17) Trong mt quc gia theo o hi, chnh ph c ch trng thc hin ch nam n bnh ng. Bn hy phn tch xem cc doanh nghip c th c nhng c hi kinh doanh g mi? (*) Khi mt quc gia theo o hi ang thc hin ch nam n bnh ng th cc doanh nghip s c nhiut c hi kinh doanh lin quan n nhu cu ca ngi ph n trc y ch nh ni tr: Nhu cu hc tp cho ph n Nhu cu vui chi gii tr cho ph n Nhu cu lm p cho ph n Nhu cu i li cho ph n 56

Nhu cu cc phng tin h tr cng vic ni tr cho ph n nh nu n, git gi, trng tr em...

Sinh vin phn tch chi tit cc nhu cu trn

Chng 4: Phn on th trng. Th trng mc tiu. nh v sn phm

Sau khi hc chng ny, sinh vin cn nm c: - Khi nim phn on th trng, la chn th trng mc tiu v nh v sn phm trn th trng. - L do v li ch ca vic phn on th trng - Cc nguyn tc phn on th trng - Cc chin lc p ng th trng - Qu trnh la chn th trng mc tiu - Phng php nh v sn phm trn th trng

Contents

Chng 4: Phn on th trng. Th trng mc tiu. nh v sn phm MC TIU 4.1. PHN ON TH TRNG

4.1.1. Khi nim 4.1.2. Tin trin ca quan im phn on th trng o 4.1.4. Cc ni dung cn nghin cu v phn on th trng o 4.1.5. C s phn on th trng 4.2. CHN TH TRNG MC TIU
o o

4.2.1. nh gi cc on th trng o 4.2.2. La chn th trng mc tiu 4.3. NH V SN PHM

o o

o o

4.3.1. Khi nim nh v sn phm 4.3.2. Cc loi nh v sn phm

4.3.3. Hai chin lc nh v sn phm 4.3.4. Cc bc tin hnh nh v sn phm CU HI N TP V THO LUN

MC TIU
Sau khi hc chng ny, sinh vin cn nm c:

Khi nim "phn on th trng", "la chn th trng mc tiu" v "nh v sn phm trn th trng". L do v li ch ca vic phn on th trng Cc nguyn tc phn on th trng Cc chin lc p ng th trng Qu trnh la chn th trng mc tiu Phng php nh v sn phm trn th trng 57

4.1. PHN ON TH TRNG 4.1.1. Khi nim

1) Th no l phn on th trng
Phn on th trng (Market sergmentation) l qu trnh phn chia ngi tiu dng thnh cc nhm da trn cc khc bit v nhu cu, tnh cch, hnh vi. on th trng (Sergment) l mt nhm ngi tiu dng c yu cu tng t nhau v cc thnh t trong Marketing hn hp. Nh vy, trong cng mt on th trng, khch hng c tnh ng nht v nhu cu, s thch, kh nng thanh ton...V doanh nghip c th p ng bng cng mt chng trnh Marketing hn hp 4P.

2) Cc yu cu i vi phn on th trng
Nhu cu ca con ngi rt a dng. thc hin phng chm "Ch bn nhng th m khch hng cn" th chng ta phi thc hin phn on th trng c c nhng nhm khch hng ng nht v nhu cu. V mt l thuyt th mi khch hng c th c xem nh mt on th trng. Tuy nhin, nu cng chia nh th trng m bo tnh ng nht tuyt i v nhu cu trong mi on th trng th chi ph sn xut cho mi on s cng cao v khch hng kh chp nhn. Do vy, m bo tnh hiu qu, vic phn on th trng phi m bo cc iu kin sau y:

C s khc nhau v nhu cu gia cc nhm khch hng khc nhau. Phi o lng c v quy m v hiu qu kinh doanh ca on th trng Doanh nghip c th nhn bit c on th trng phc v Nhu cu ca khch hng trong on th trng phi ng nht, quy m ln, c kh nng sinh li khi cung cp sn phm ring cho on th trng Doanh nghip phi ngun lc thc hin chng trnh Marketing ring cho tng on th trng.

3) Cc v d v phn on th trng
V d 1: Hng Canon ca Nht xm nhp th trng my photocopy Australia bng loi my bn n gin, gi thp, trong khi trn th trng c bn cc my pho to ln, phc tp, gi cao ca hng Xerox (M). V d 2: Cc hng t ca Nht ban u xm nhp v chim lnh c mt phn th trng t th gii bng cc kiu t nh, gi thp, tit kim xng. Sau h bnh trng dn sang cc th phn xe sang trng. V d 3: Hng xe my Minsk ca Belarussia chim lnh th trng xe my dng cho nng thn, min ni Vit Nam vi kiu xe "tru" Minsk vi gi thp, cht lng bn, ng c kho, hnh thc th. V d 4: Cc hng xe my Trung Quc chim lnh mt phn th trng xe my Vit Nam bng cc xe kiu dng tng t xe Nht, cht lng tm tm v gi thp. V d 5: Cng ty vin thng qun i Viettel chim c mt phn th trng dch v in thoi ng di Vit Nam bng dch v VoIP cht lng chp nhn c v gi thp. 58

V d 6: Cc nh hng cm hp ginh c mt phn ming bnh th trng l cc thc khch li hay bn bu khng mun ra khi c quan n cm tra. V d 7: Cc trng i hc nc ngoi ginh mt s sinh vin con nh kh gi c kh nng thanh ton cao v mong mun c hc chng trnh cht lng cao. V d 8: Cc ca hng rau sch ginh c on th trng gm a phn ngi nc ngoi, cc khch sn v khch hngVit Nam c thu nhp cao. V d 9: Dch v in thoi di ng ni vng nhm vo cc khch hng c phm vi di ng hp v kh nng thanh ton cha tht di do. V d 10: Hng xe t Rolls Royce nhm vo th trng mc tiu l cc nh t ph, cc nguyn th quc gia. Trong th trng mc tiu ny li gm nhiu on th trng, mi on l mt khch hng, v hng thit k v sn xut xe theo n t hng c nhn. Chi ph sn xut cho mt xe rt cao. Tuy nhin n c b p bi gi bn hng triu USD mt chic cng vi chi ph bo dng xe, chi ph hun luyn c bit cho li xe. V d 11: Cng l bn c ph, nhng cc ch qun khc nhau a vo cc dch v b sung khc nhau nhm thu ht cc on th trng khc nhau. l: C ph bng , C ph vn, C ph sinh vin, C ph ngh s, C ph in nh, C ph Trung nguyn, c ph Internet, c ph Thanh Hoa... Cc qun c ph bng thu ht c nhm khch hng nghin c ph v nghin c bng ! V d 12: Cc hng vn ti ng khng, ng st phn on th trng bng cch chia ra nhiu hng v khc nhau khch hng la chn theo yu cu. Trong thi k kinh t bao cp, hu ht cc doanh nghip Vit Nam u thc hin kiu Marketing i tr: sn phm cng loi, gi c ng hng cho mi khch hng. Khi chuyn sang kinh t th trng, nhu cu th trng tr nn phn ho r rt. Nu cc doanh nghip c khng thay i t duy thc thi phn on th trng th chc chn s b cc nh cnh tranh mi ginh mt cc phn on th trng khc nhau. Cc dch v Bu chnh Vin thng cng cn phn bit ho tip cn cc nhm khch hng c nhu cu khc nhau.

4.1.2. Tin trin ca quan im phn on th trng

Khng phi cc cng ty u thc hin phn on th trng ngay t ban u. H thng tri qua mt s giai on khc nhau tu vo iu kin th trng.

1) Giai on 1: khng phn on

Trong giai on ny doanh nghip khng phn on th trng m coi mi khch hng u c nhu cu ng nht. Quan im ny c gi l Marketing i tr. Theo quan im ny, cng ty sn xut mt loi sn phm, bn vi gi nh nhau cho tt c cc khch hng. Lm nh vy, cng ty s gim c chi ph sn xut, gim gi bn, m rng c th trng. Quan im ny ph hp vi iu kin th trng khng c s cnh tranh, khch hng khng c s la chn. Tuy nhin, khi c cc doanh nghip cnh tranh mi, h khm ph ra c nhng nhm khch hng khng c tho mn bi sn phm i tr cu cng ty hin hnh. y chnh l c hi h a ra nhng sn phm mi p ng nhu cu . Trn th trng Vit Nam trong nhng nm qua, chng ta c th thy r xu hng . Ban u, hu ht cc doanh nghip ch cung cp mt loi sn phm cho mi khch hng. Nhng khi i sng nng cao, xut hin cc nhu cu cao hn, v th l cc i th mi bc vo th trng ginh phn mt vi ming bnh bng cc sn phm cht lng cao hn: Nh hng, khch sn cao cp, qun o, dng cao cp...Cc nh cnh tranh 59

mi gia nhp thc hin chin lc th trng ngch chim mt ch ng ban u trn th trung, sau s ln rng ra.

2) Giai on 2: Phn bit sn phm

Doanh nghip sn xut ra cc sn phm khc nhau v cht lng, bao b, gi c... khc nhau khch hng t chn. Cch ny tng i d thc hin. Tt nhin l trc khi sn xut, cng ty cn phi nghin cu th trng nm bt c nhu cu. Tuy nhin, y l cch phn on th trung b ng.

3) Giai on 3: Hng v th trng mc tiu

Doanh nghip tin hnh phn on th trng v la chn mt hay vi on th trng (th trng mc tiu) phc v. Sau doanh nghip tin hnh sn xut sn phm sao cho p ng yu cu ca th trng mc tiu chn. y l phng php mang tnh ch ng theo quan im Marketing hin i. Trn c s , doanh nghip c th tp trung n lc Marketing vo th trng mc tiu chn nng cao kh nng cnh tranh. Giai on ny cn c gi l Marketing mc tiu. Theo quan im ny, cn phi tin hnh cc bc sau y: Phn on th trng; La chn th trng mc tiu, v cui cng l nh v sn phm so vi cc sn phm cnh tranh sao cho m bo tnh cnh tranh ca sn phm (xem hnh 4.1).

4.1.3. L do v li ch ca phn on th trng

C nhiu l do v li ch buc cc doanh nghip phi thc hin phn on th trng. C th nu ra mt s l do v li ch c bn sau y:

Do khch hng a dng, trong khi doanh nghip khng th p ng tt c cc nhu cu. Mi doanh nghip ch c mt s th mnh nht nh m thi. Phn on th trng gip cho doanh nghip phn b c hiu qu cc ngun lc, tp trung n lc vo ng ch. Phn on th trng gip cho doanh nghip p ng cao nht nhu cu ca khch hng, do vy tng kh nng cnh tranh cho doanh nghip, ngay c vi cc doanh nghip nh.

Cc cng ty nh dng chin lc phn on th trng chim c mt ch ng trn th trng c k chim gi nhng cha ch trng n ht cc phn on hoc ch thc hin Marketing i tr. Cc cng ty ln chim lnh th trng th phi phng k xm nhp bng cch p dng chin lc phn on th trng. C th ni, nguyn nhn c bn ca vic phi phn on th trng l do cnh tranh. V cnh tranh m doanh nghip buc phi thc hin phn on th trng nng cao kh nng cnh tranh cu mnh. Thot u, doanh nghip c th cha thc hin phn on th trng m phc v tt c cc khch hng vi cng mt chin lc Marketing hn hp. Tuy nhin, n mt lc no h s t nhn thy rng sn phm cu mnh khng th tho mn c tt c mi khch hng vi nhu cu rt a dng. Do vy, doanh nghip buc phi 60

la chn nhng nhm khch hng hp dn nht m h c kh nng cnh tranh cao so vi cc i th cnh tranh. Phn on th trng, do vy l mt v kh cnh tranh hu hiu. 1. Phn on th trng chnh l thc hin t tng ch o ca Marketing: "Ch bn nhng th m khch hng cn!". Nu doanh nghip bn mt loi sn phm cho tt c cc khch hng khc nhau, rt c th doanh nghip s khng p ng c nhu cu cu tt c cc khch hng c nhu cu khc nhau.

4.1.4. Cc ni dung cn nghin cu v phn on th trng

Lin quan ti phn on th trng, chng ta s nghin cu trong chng ny cc vn sau y:

1) Phn on th trng:

Xc nh nguyn tc phn on th trng Xc nh c im ca cc on th trng

2) Chn th trng mc tiu

nh gi mc hp dn ca cc on th trng La chn mt hay nhiu on th trng

3) nh v sn phm

Xc nh v tr ca sn phm trong tng on th trng Xy dng h thng Marketing cho tng on th trng mc tiu

4.1.5. C s phn on th trng

Mt doanh nghip c th phn on th trng bng nhiu cch khc nhau. C s phn on th trng th tu thuc vo tng loi sn phm. Mt cch phn loi khi qut nht i vi cc loi sn phm l chia khch hng thnh hai nhm ln: khch hng tiu dng cui cng v cc khch hng l ngi s dng trung gian.

Khch hng tiu dng cui cng (End Users) l nhng ngi mua sn phm cho tiu dng c nhn hoc cho gia nh. H lp thnh th trng tiu dng (Consumer Market). Khch hng s dng trung gian hay cn gi l cc khch hng cng nghip (Industrial Users) l cc doanh nghip, cc t chc, c quan nh nc, phi chnh ph. H dng sn phm ca cng ty phc v cho qu trnh hot ng ca mnh. Cu ca h i vi sn phm ca cng ty l cu th pht, ph thuc vo cu i vi cc sn phm u ra ca h. H lp thnh mt th trng ring vi cc hnh vi mua khc vi th trng tiu dng.

Cng mt loi sn phm c th bn cho c hai loi khch hng trn. Cc khch sn mua thc phm ch bin cc mn n cho thc khch. H l khch hng trung gian ca cc nh sn xut thc phm. Ngi tiu dng cui cng th mua thc phm v ch bin cho ba n ca bn thn hay gia nh. Vic phn on th trng thnh hai nhm ln nh vy l c bit c ngha theo quan im Marketing, v hnh vi mua ca hai nhm ny khc nhau v c bn. T , chin lc Marketing hn hp ca cng ty i vi hai on th trng cng phi xy dng khc nhau. Trong cc chng sau chng ta s nghin cu hnh vi mua ca hai th trng ny. 61

1) C s phn on th trng ngi tiu dng

Sau khi chia th trng thnh 2 nhm ln nh trn, doanh nghip phi chia th trng ra tng nhm nh hn. Cc c s tip tc phn on nhm khch hng ngi tiu dng l cc nhm tiu thc sau y: Nhm cc tiu thc a d a l, nhm cc tiu thc nhn khu hc, nhm cc tiu thc tm l hc v nhm cc tiu thc hnh vi i vi sn phm. Khi phn on thc t, c th kt hp cc tiu thc khc nhau mi c th m bo tnh ng nht v nhu cu trong mi phn on. Sau y chng ta s tm hiu cch phn on th trng theo cc tiu thc khc nhau (xem hnh 4.2). a) Phn on theo cc tiu thc a l Cc tiu th a l thng c dng kt hp vi cc tiu thc nhn khu hc phn on th trng tiu dng. L do l nhu cu ca ngi tiu dng thng c lin quan cht ch vi cc tiu thc a l hay dn s. Hn na, phn on theo cc tiu thc ny tho mn cc i hi ca phn on c hiu qu: o lng c, tip cn c, v ln. Cc tiu thc a l thng dng l: khu vc, quc gia, quc t, nng thn - thnh ph. Th trng thnh ph c nhu cu v kh nng thanh ton khc vi th trng nng thn. Th trng trong nc khc vi th trng nc ngoi. Gia cc thnh ph, cc khu vc, quc gia khc nhau th nhu cu v s thch cng khc nhau. V d: S thch n mc, tiu dng ca ngi min Bc khc so vi ngi min Nam. Ngi H Ni ch trng hnh thc hn ngi Si gn. Cch ung c ph, ung ch, khu v n ca ngi Vit Nam cng khc vi ngi chu u. Mt s cng ty thc phm Thi Lan xut khu thc phm theo khu v ca ngi Vit Nam, vi bao b in bng ting Vit sang cc nc c ng Vit kiu sinh sng nh M, Php... Ti Austalia, dn chng bang Queensland a thch mu m, sng. Trong khi dn cc bang pha Nam li thch mu xm v lnh. b) Phn on theo cc tiu thc nhn khu hc Cc tiu thc nhn khu hc c dng ph bin phn on th trng, l do l nhu cu, s thch cng nh cng tiu dng ca dn chng c lin quan cht ch vi cc c im nhn khu hc. Mt khc, cc c im v nhn khu hc cng d o lng. Cc s liu thng k v nhn khu hc cn thit cho vic phn on th trng l cc s liu th cp sn c t cc ngun thng tin chnh thng ca Nh nc. Theo cc tiu thc nhn khu hc ngi ta chia th trng thnh cc nhm cn c vo cc bin s nh: Tui tc, gii tnh, quy m gia nh, giai on ca chu k gia nh, thu nhp, ngh nghip, hc vn, hn nhn, giai tng x hi, tn ngng, chng tc ...Tu vo loi sn phm m doanh nghip chn cc bin s phn on. Ngoi ra c th kt hp mt vi bin s. V d:

i vi sn phm qun o, ta c th s dng 2 bin s phn on. l phn on trc ht theo khu vc thnh th, nng thn. Sau li phn on tip theo gii tnh nam, n. i vi thuc l ngi ta c th phn on theo ngh nghip (ngi lao ng chn tay thng ht thuc nng), theo gii tnh (ph n thch thuc nh, kiu dng iu thuc, bao b thanh nh) i vi xe my ngi ta c th chia ra xe th thao cho thanh nin (xe Win), xe cho cng chc (xe Dream), xe sang trng (xe Spacy), xe th (xe Minsk). i vi chi, qun o th 2 bin s tui tc v gii tnh l c s quan trng phn on. 62

i vi t, do ngy cng c nhiu ph n i lm t li xe, cho nn cc nh sn xut t nc ngoi ch n vic thit k v sn xut loi t con cho ph n. Phn on theo tui tc, gii tnh, dn tc hay quc tch c th gip cho ngi bn hng tm hiu quy lut tm l theo tui tc, gii tnh tm cch ng x cho ph hp. i vi dch v vin thng quc t ti Australia, cng ty Telstra nhm vo nhng ngi dn nc ny c ngi thn sng ti Anh, Hy Lp, Ytalia, H Lan, c, Nam T, Trung Quc. Cng ty vin thng Optus ca Australia khuyn mi gim gi cho khch gi i Hng Kng vo dp Tt nguyn n. Dch v in thoi quc t Collect-Callti Vit Nam (trong giai on ban u) cng ch yu nhm vo khch hng Vit Nam c ngi thn M. Cc ngnh cng nghip nh du lch, thng tin lin lc v thc phm thng dng bin s dn tc phn on. Nhiu loi hng ho, dch v tiu dng c cc cng ty cung cp vi nhiu mc gi khc nhau tng ng vi cc mc thu nhp khc nhau: tu ho, nh hng, khch sn, qun o, m phm...

Vit Nam, ngi ta khng phn bit giai tng x hi r rt nh cc nc t bn. Tuy nhin, nng thn ngi ta cng chia thnh cc h gia nh ngho i, cc h trung bnh v cc h giu. Cn ti thnh ph trn thc t cng hnh thnh cc gia nh giu c, cc gia nh trung lu v cc gia nh ngho. Cc gia nh ny s t xp mnh vo tng lp no khi h chn mua cc sn phm c mc sang trng khc nhau.

63

Vi mt s loi sn phm, ngi ta cng thit k ring cho nhng ngi c a v trong x hi. V d, hng xe t Mercedese qung co: "Xe hng u cho nhng ngi ng u".

C th phn on theo mt tiu thc, theo 2 tiu thc, hoc kt hp nhiu tiu thc khc nhau phn on nhm m bo tnh ng nht cao v nhu cu mong mun. V d nh phn on theo ba tiu thc nhn khu hc nh tui tc, gii tnh, mc thunhp. Kt qu chng ta c tt c 3x3x2 = 18 on th trng.

c) Phn on theo nguyn tc tm l hc Khi phn on theo tm l hc, dn chng c chia thnh cc nhm theo cc c tnh nh: Thi , nhn cch, ng c, li sng... Cc bin s ny nh hng n nhu cu, hnh vi mua sm tiu dng ca dn chng. V d:

Tui tr thng mun c li sng khc vi th h gi. H mun vng ln. H phn khng li s c h, bo th. iu ny th hin qua hnh vi tiu dng ca h. Nm bt tm l ny, Hng nc ung c ga Pepsi nhm mc tiu vo th h tr, li ko h khi b nh hng c ca Coca- cola v n vi Pepsi bng qung co:" Pesi - s la chn ca th h tr". Pepsi cng chn mu xanh i lp vi mu cu Coca. Thanh nin cng l th trng mc tiu cho nhiu sn phm tiu dng khc vi cc sn phm sn c nh qun o, giy dp, trang sc... Cc hng nc hoa cng sn xut cc loi nc hoa cho cc khch hng c li sng khc nhau: cho nhng ngi c li sng phng khong, cho nhng ngi c li sng theo kiu truyn thng, cho cc tnh cch du dng... Qun Jeans cng c thit k cho cc tnh cch, li sng khc nhau: nhng ngi c tnh cch hiu ng; nhng ngi thnh t; nhng ngi ch doanh nghip; nhng ngi thch ngi nh... Cc sn phm nh t, bia, ru, m phm, thuc l cng c sn xut ring cho cc kiu nhn cch khc nhau v c th hin qua qung co. Xe Ford dnh cho nhng ngi c tnh cch "c lp, si ni, dng cm, t tin". Xe Chevrolete dnh cho nhng ngi "bo th, tit kim, chm lo n uy tn, im m". 64

Khch hng c th nhn bit c biu hin ca li sng trong cc sn phm ch thng qua qung co m thi. Nu khng c qung co th kh m nhn bit c ngi dng sn phm ny mang li sng g.

d) Phn on theo hnh vi tiu dng Nhm cc tiu thc theo hnh vi tiu dng bao gm: li ch theo ui, mc tiu th, tnh trng s dng, mc trung thnh... V d:

C th chia li ch thnh 2 loi ln l li ch v vt cht v li ch v tinh thn. Chi tit hn, mi loi sn phm c th mang li cc li ch khc nhau cho cc khch hng khc nhau. Cng l thuc nh rng, nhng c th bo v rng (thiu nin, c gi); gip cho thm ming, trng rng, t tin (thanh nin). Cng l ko cao su, nhng c th gip cho sng khoi; gip tp th dch mt; gip cho thm ming. Cng l in thoi, nhng mang li nhiu li ch khc nhau nh: mt phng tin cnh tranh hu hiu (cho cc doanh nhn); mt phng tin giao lu tnh cm 2 chiu nhanh chng (cho quan h gia nh, bn b); mt phng tin lm cho sang trng (i vi ngi c tin)... Khch hng mua mt loi hng ho nhng vi cc li ch theo ui khc nhau. Do vy, tu tng i tng khc nhau m gii thiu, thuyt phc h bng cc li ch khc nhau m h tm kim hng ho. Hn na, ngay giai on thit k sn phm, ngi ta phi ch trng ti vic p ng cc nhu cu khc nhau ca cc nhm khch hng khc nhau. y cng chnh l th hin t duy "Bn nhng th m khch hng cn". V tnh trng s dng, c th c cc kh nng: Cha dng, dng, c nh dng, s dng thng xuyn. i vi cc nhm khch hng ny, cng ty cn c cc chnh sch tip cn khc nhau. Cc cng ty ln th mun m rng th phn, do vy h nhm vo c cc khch hng tim nng. Cc cng ty nh th thng ch nhm vo nhm cc khch hng thng xuyn. V mc mua, c th l: mua nhiu, mua trung bnh, mua t. Nu cng ty mun nhm vo nhm khch hng no trong 3 nhm trn th h cn nghin cu k hnh vi, li sng ca khch hng thuc nhm c cch tip cn ph hp. khuyn khch khch hng mua nhiu, cng ty nn c cc chnh sch khc nhau, v d chnh sch chit khu mua nhiu.

2) Phn on th trng khch hng cng nghip

Khch hng cng nghip bao gm cc doanh nghip, cc t chc, c quan ng- chnh quyn, trng hc. H dng sn phm ca cng ty phc v cho hot ng ca h. V nguyn tc c th p dng cc tiu thc phn on th trng i vi khch hng tiu dng cui cng. Tuy nhin, v s khc bit v mc ch mua hng ca khch hng cng nghip, cho nn ngi ta thng tp trung vo cc tiu thc phn on c bn sau y:

Phn on theo quy m ca khch hng: Quy m ln; quy m va; quy m nh. Cch phn on ny gip cho ta ra cc chnh sch qun l khch hng ln ph hp. Phn on theo loi hnh t chc: Cc c quan nh nc; cc c quan nghin cu, o to; cc doanh nghip lin doanh; cc doanh nghip t nhn; cc doanh nghip quc doanh. Phn on theo lnh vc kinh doanh: thng mi; dch v; sn xut...

V d 1:

Nhm khch hng ln l nhm gm khong 20% khch hng nhng mang li trn 80% doanh thu cho cng ty (quy tc 80/20). y l nhm khch hng c bit quan trng i vi cng ty. Do vy, 65

cng ty cn c cc chnh sch c bit (Key Account Management - Qun l khch hng ch cht). Trong nhm ny c th chia nh hn na, v d 30 khch hng ln nht, 10 khch hng ln nht. V d 2: Phn on th trng bu chnh vin thng huyn Sc Sn theo a d. Theo tiu thc ny, ta c th chia th trng Sc Sn thnh 4 vng nh sau:

Vng 1: Vng bn sn a. y l vng sn xut nng nghip. Thu nhp ca ngi dn thp, ng thi nhu cu thng tin lin lc cng thp. y l vng phc v ca bu in. Do vy, mc u t cho mng li thp. Vng 2: Vng ng bng ven sng. Nhn dn y ch yu sng bng ngh nng, thu nhp thp, nhu thng tin lin lc cng thp, tr nhu cu chng lt bo vo ma ma bo. y cng l vng phc v. Do vy, mc u t cho mng li cng thp. Ngoi ra cn trang b thm cc thit b v tuyn d phng phc v chng lt bo khi cn. Vng 3: Th trn huyn, l ni tp trung cc c quan huyn v cc nh kinh doanh. Vng ny c nhu cu thng tin lin lc cao, ng thi kh nng thanh ton cng cao. y l vng va kinh doanh va phc v. Do vy cn u t xy dng mng li hin i. Vng 4: Vng Sn bay Ni Bi v khu cng nghip Bc Thng Long: Nhu cu vng ny rt cao, kh nng thanh ton cng cao. y l vng kinh doanh trng im ca Bu in huyn. Do vy, cn u t cc phng tin thng tin hin i.

Nh vy, phn on th trng theo cch ny gip cho cng ty c cn c phn b vn u t hiu qu theo nhu cu khch hng trn cc vng khc nhau (Trnh u t trn lan, ng u vo tt c cc vng). Trong ngnh bu chnh vin thng, ngi ta quan tm n cc lung thng tin trao i gia nhm khch hng tiu dng (Cunsumer) v nhm khch hng l cc doanh nghip (Business) v Chnh ph (Government). Theo cch , ngi ta chia cc lung trao i thng tin thnh cc nhm sau y:

Business to Business (vit tt l B2B) Customer to Business ( vit tt C2B) Customer to Customer ( vit tt C2C) Business to Government ( vit tt B2G) Customer to Government ( vit tt C2G)...

Cc lung thng tin khc nhau trn y c cc c trng khc nhau. Cc nh tip th cn hiu r cc c im c chnh sch tip th ph hp.

4.2. CHN TH TRNG MC TIU

Sau khi chic bnh th trng c chia thnh mt s ming khc nhau - cc on th trng, cng ty cn phi i n quyt nh s nhm vo cc on th trng no hp dn v ph hp vi kh nng cu mnh. Mun vy cng ty cn nh gi cc on th trng v hp dn v da vo chn th trng mc tiu. Trong mc ny chng ta s tm hiu chi tit hai vn ny.

4.2.1. nh gi cc on th trng

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nh gi cc on th trng l nhm xc nh c mc hp dn ca mi on th trng i vi vic thc hin mc tiu cu cng ty. nh gi cc on th trng ngi ta c th s dng ba tiu chun c bn sau y: a. Quy m v s tng trng (Th phn, mc tng trng) Mt on th trng c xem nh c hiu qu nu n tho mn iu kin sau y: C quy m hin ti v mc tng trng trong tng lai b p cc chi ph Marketing hin ti v tng lai ca cng ty. Cc cng ty ln nhm vo cc on th trng ln. Cc cng ty nh nhm vo cc on th trng nh (th trng ngch) ang b b ng do n khng hp dn cc cng ty ln. Khi cc cng ty sn xut t ca Nht Bn vn ra th trng th gii, h dng chin thut th trng ngch. L do l vo thi im trn th trng th gii c mt cc xe t to, sang trng ca cc cng ty t hng u ca Ty u nh Mercedece, Fiat, BMW... Xe t ca Nht s kh lng cnh tranh c. Do vy, cc cng ty Nht sn xut cc xe nh, tit kim xng, gi thp xut khu. Th trng ny b cc cng ty ln b ng do khng hp dn. Sau khi chim c lng tin ca khch hng, cc cng ty t Nht bt u m rng ra cc on th trng xe t sang trng. nh gi quy m v mc tng trng ca mt on th trng ang xem xt, cng ty cn thu thp thng tin v tt c cc on th trng c phn chia. l thng tin v doanh s bn, v nhp tng tiu th d kin, mc li d kin, mc cnh tranh...on th trng c hp dn nht l on c mc tiu th hin ti cao, tc tng trng cao, mc li nhun cao, mc cnh tranh thp, cc knh phn phi khng yu cu cao. b. hp dn ca th trng nh gi hp dn ca mt th trng, cn phi nh gi v mc cnh tranh trn th trng . hp dn ca mt on th trng t l nghch vi mc cnh tranh trn on th trng . nh gi ton din v tnh hnh cnh tranh, ta c th dng m hnh 5 yu t cnh tranh Micheal Porter (Xem ph lc 1, trang 58 cui chng 3) xem xt. Theo m hnh ny cn xem xt 5 yu t cnh tranh l cc i th tim tng, cc sn phm thay th, cc nh cung cp, cc khch hng, cc i th hin ti. Do vy, chng ta s tm hiu cc mi e do cnh tranh nh gi hp dn ca mt th trng.

Ro cn gia nhp th trng. Nu mt th trng c ro cn gia nhp thp, cc i th mi d dng xm nhp. Do vy th trng t hp dn. Ngc li, khi ro cn gia nhp cao, th cc i th kh gia nhp. Do vy hp dn cao. e do ca cc sn phm thay th. Nu on th trng c nhiu sn phm thay th th mc cnh tranh gin tip s cao, do vy khng hp dn. Ngc li, nu t c sn phm thay th th sn phm t b cnh tranh, do vy hp dn cao. e do ca cc sn phm cng loi. Nu trn mt on th trng c nhiu sn phm cng loi cnh tranh th on th trng c hp dn thp. Ngc li, nu c t sn phm cng loi th cnh tranh thp v hp dn cao. e do do quyn lc m phn ca ngi mua. Nu trn mt on th trng ngi mua c quyn m phn cao, h c kh nng p gi, i hi cht lng sn phm cao, dch v chm sc khch hng tt. iu ny gy kh khn, chi ph tn km cho cng ty. Do vy, hp dn ca th trng km. Tnh hnh s ngc li nu ngi mua c quyn m phn thp. e do do quyn lc ca ngi cung ng.

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Tng t nh khi xt quyn lc ca ngi mua, nu ngi cung ng c kh nng m phn cao th h s gy sc p cho cng ty, th on th trng c sc hp dn thp. Nu h c kh nng m phn thp th hp dn ca th trng cao.

c. Cc mc tiu v kh nng ca cng ty

Mc tiu v kh nng cu cng ty cng l cc yu t cn xem xt nh gi hp dn ca mt on th trng. Nu on th trng khng ph hp vi kh nng v mc tiu lu di ca cng ty th cng b loi. Nu mt on th trng d ph hp vi mc tiu cng ty nhng cng ty khng kh nng th cng b loi b. Do vy, cn xem xt c nng lc qun l, ti chnh, nhn lc, cng ngh... ca cng ty xem c ph hp vi th trng d kin hay khng. V d: Cng ty Vietel chn on th trng VoIP H Ni - Thnh ph H Ch Minh bc vo th trng dch v vin thng cng l mt chin lc ph hp vi mc tiu v kh nng ca cng ty. Nu cng ty tham gia nhiu th trng mt lc trong khi kh nng hn ch, h s phn tn nng lc v lm suy yu kh nng cnh tranh ca cng ty.

4.2.2. La chn th trng mc tiu

1) Khi nim
Th trng mc tiu l th trng bao gm cc khch hng c cng nhu cu, mong mun m cng ty c th p ng v c li th hn so vi cc i th cnh tranh.

2) Chn th trng mc tiu

C 5 phng n la chn th trng mc tiu nh sau:

Phng n 1: Tp trung vo mt on th trng thun li nht kinh doanh mt loi sn phm thun li nht. Phng n ny thng c chn khi cng ty mi bc vo th trng, cha kinh nghim v vn ling, nhn lc, uy tn, ting tm.

V d 1: Cng ty Vietel khi mi bc vo th trng dch v vin thng Vit Nam chn dch v VoIP 178 trn on th trng gia H Ni v thnh ph H Ch Minh. on th trng ny c nhu cu cao. Dch v VoIP l dch v c gi cc thp d thu ht khch hng. V d 2: Mt ca hng n mi ra i ( gn k tc x sinh vin Hc vin Cng ngh BCVT) tp trung bn cm bnh dn cho sinh vin.

Phng n 2: Chuyn mn ho theo kh nng. Cng ty chn mt s on th trng ph hp vi kh nng cu cng ty kinh doanh.

V d: Cng ty cung cp dch v Internet bn l v in thoi bn l cho Sinh vin trong K tc x, dch v in thoi bn l cho khu tp th Ao Sen, H ng.

Phng n 3: Chuyn mn ho theo th trng. Cng ty chn mt th trng no v cung cp cc sn phm ca mnh. Ni cch khc, cng ty cung cp tt c cc sn phm cho mt th trng c la chn ph hp.

V d: Chn th trng l thnh ph H Ch Minh cung cp tt c cc loi dch v BCVT. 68

Phng n 4: Chuyn mn ho theo sn phm. Cng ty chn mt sn phm thun li v cung cp cho tt c cc on th trng.

V d: Net Nam cung cp dch v Internet cho tt c cc i tng khch hng.

Phng n 5: Bao ph ton b th trng vi tt c cc loi sn phm khc nhau.

V d: Tng Cng ty BCVT hin nay cung cp tt c cc dch v BCVT cho tt c cc khch hng. Trn hnh 4.3. m t cc phng n la chn th trng mc tiu khc nhau. M1,M 2, M3 l cc nhm khch hng khc nhau. P1, P2, P3 l cc sn phm khc nhau.

3) Cc chin lc p ng th trng
p ng nhu cu ca th trng, cng ty c th chn cc chin lc khc nhau. Sau y l 3 chin lc Marketing p ng th trng (xem hnh v 4.4):

Marketing khng phn bit Marketing phn bit 69

Marketing tp trung

a) Chin lc Marketing khng phn bit Chin lc Marketing khng phn bit l chin lc trong cng ty tp trung vo nhng ci ng nht trong nhu cu, b qua cc im khc bit nh ca cc phn th trng khc nhau. Do vy sn phm ca cng ty cng nh cc bin s Marketing mix nhm vo nhu cu ca ng o khch hng. u im quan trng ca Marketing khng phn bit l tit kim chi ph sn xut, chi ph Marketing do hiu qu tng theo quy m. iu ny gip cho cng ty t gi thp, v nh vy ph hp vi th trng nhy cm v gi. C th thy vic bn phong b hin nay Vit Nam ang thc hin theo chin lc Marketing khng phn bit: Bn mt loi phong b "Th i my bay" cho tt c cc nhu cu nh gi th thng, th my bay, hiu h, l tt... Tuy nhin, cng xut hin cc sn phm phong b cnh tranh c ch n cc nhu cu ring bit nh phong b cho dch v EMS, phong b c ca s trong sut cho dch v Data Post, phong b (t Trung Quc) l x ba ngy tt. Cc qun c ph thot u cng thc hin chin lc Marketing khng phn bit. cnh tranh ginh th phn, cc i th mi xut hin thc hin chin lc Marketing tp trung. H nhm vo cc s thch khc nhau ca khch ung c ph v m cc qun c ph khc nhau nh: C ph sinh vin; c ph bng ; c ph in nh; c ph vn; c ph m nhc v c ph Trung nguyn...Bng cch , cc i th mi p ng tt cc nhu cu khc nhau ca th trng, do vy chia s th trng, ginh c mt phn th trng c cc nhu cu ring t tay cc "cu chin binh" trn th trng. Ngnh cng nghip t M v cc nc Ty u trong nhiu nm ch sn xut cc t ln, gi cao. Do vy, Nht Bn nm ly c hi ny v xm nhp th trng t ny bng chin lc sn xut cc t nh v r. Nhc im ca chin lc Marketing khng phn bit l:

Kh khn khi hon cnh kinh doanh thay i bi v quy m th trng cng ln th cng kh thay i. Do nhu cu th trng a dng nn sn phm ca cng ty kh lng p ng nhu cu ca ng o khch hng. Vic b qua th trng nh s dn ti nguy c tim n cho cc i th cnh tranh xm nhp vo th trng. Chin lc Marketing khng phn bit c th c p dng khi mc cnh tranh trn th trng cha gay gt v th trng vn cn tng trng.

b) Chin lc Marketing phn bit Theo chin lc Marketing phn bit, cng ty tham gia nhiu on th trng khc nhau vi cc chng trnh Marketing phn bit cho tng on th trng. Nh vy, vi mi on th trng, cng ty xy dng mt chin lc Marketing hn hp ring. Chin lc Marketing phn bit c kh nng xm nhp su vo cc on th trng nh p ng nhu cu ring bit ca khch hng trn mi on, do vy s gim bt nguy c b cc i th mi nhy vo cnh tranh. Th trng cng trnh tranh mnh th cc cng ty cng cn thit s dng chin lc ny. Hin nay, nhiu cng ty thc hin chin lc Marketing phn bit. Trong lnh vc n ung cng ty c th m cc ca hng cm bnh dn cho khch hng t tin; cc nh hng kh cho cc khch hng trung lu; v cc khch sn, nh 70

hng sang trng cho cc khch hng lm tin. Lnh vc xe my, xe t, my tnh... cng c tnh hnh tng t. Nhc im ca chin lc ny l chi ph s ln. l cc chi ph sn xut, chi ph Marketing do phi sn xut v bn nhiu loi sn phm. iu m cc cng ty quan tm l cn phi cn i c s on th trng ph hp v quy m ca tng on. Nu cng ty chn qu nhiu on th trng th s lm gim hiu qu kinh doanh. c) Chin lc Marketing tp trung Chin lc Marketing tp trung nhm vo mt on th trng no ph hp vi kh nng cu mnh. y l chin lc ph hp vi cc cng ty mi tham gia th trng, kh nng ti chnh, cng ngh, nhn lc cn hn ch. Theo chin lc ny, cng ty c th tp trung c tim lc vo on th trng c chn, tc l thc hin chuyn mn ho cao . Do vy, cng ty nng cao c cht lng, h gi bn, p ng tt nhu cu ca th trng. Tuy nhin, nhc im ca chin lc ny l ri ro ln nu c bin ng v nhu cu th trng. Hng xe my Minsk xm nhp th trng xe my Vit Nam bng loi xe "Minkh" dng cho nng thn, min ni. y l chin lc Marketing tp trung. Tuy nhin, trc y ti qu hng Belaruss (Bch Nga), Hng Minsk li dng chin lc Marketing khng phn bit: cung cp cho mi khch hng cng mt loi xe my Minsk. iu kin p dng chin lc ny l th trng xe my Belaruss ti thi im hu nh khng c cnh tranh. Hng Canon Nht Bn bc vo th trng Australia vi loi my ph-t-copy bn n gin, gi thp nhm vo th trng m cc sn xut ln nh Xerox b qua (h ch sn xut my ph t to, gi cao, trn sn nh. Mt s hng my tnh sn xut my tnh nh xch tay cho cc nhn vin bn hng, cc nh kinh doanh i li nhiu. d) Cc cn c la chn chin lc Khi chn chin lc chim lnh th trng, cng ty phi cn nhc cc yu t sau y:

Kh nng ti chnh ca cng ty Nu kh nng ti chnh c hn, th cng ty nn chn mt on th trng thun li nht, tc l chn chin lc Marketing tp trung. Mc ng nht ca sn phm. i vi mt s mt hng c tnh ng nht cao nh thp, ho cht, xng du th ph hp vi chin lc Marketing khng phn bit. i vi cc mt hng tnh ng nht thp nh in thoi di ng, qun o, xe my... th nn dng chin lc Marketing phn bit. Giai on ca chu k sng. Khi cng ty mi a sn phm ra th trng th ch nn cho bn mt phng n sn phm mi. iu c ngha l cng ty s dng chin lc Marketing khng phn bit hay Marketing tp trung. Mc ng nht ca th trng. Nu th trng c tnh ng nht cao, tc l c th hiu tng t nhau th cng ty nn dng chin lc Marketing khng phn bit. Chin lc Marketing ca cc i th cnh tranh. Chin lc ca cng ty cn tu thuc vo chin lc ca cc i th cnh tranh. Nu cc i th p dng chin lc Marketing khng phn bit th s c c hi cho chng ta s dng chin lc Marketing phn bit hoc Marketing tp trung (th trng ngch). Nu cc i th p dng chin 71

lc Marketing phn bit th chng ta cng buc phi p dng chin lc Marketing phn bit, nhng nhm vo cc on th trng m cng ty chng ta c th mnh hn

4.3. NH V SN PHM 4.3.1. Khi nim nh v sn phm

1) nh ngha
nh v sn phm (Product positioning) trn th trng l thit k mt sn phm c nhng c tnh khc bit so vi sn phm ca i th cnh tranh nhm to cho sn phm mt hnh nh ring trong con mt khch hng. Ni cch khc, nh v sn phm l xc nh v tr mt sn phm trn th trng sao cho khc bit so vi cc sn phm cnh tranh cng loi nhm ginh c nhng khch hng nht nh. nh v mt cch c hiu qu, cn xc nh c cc li th bn vng m cng ty c th pht huy. Cc li th cng ty c c nh cung cp cho khch hng gi tr ln hn so vi i th do gi thp, cht lng cao hn, chm sc khch hng tt hn, hnh nh ca cng ty c uy tn hn, tin cy hn, nhn vin ca cng ty c nng lc cng tc tt, giao tip ng x thn thin, t t vi khch hng. nh v cng c ngha l lm khc bit sn phm ca cng ty so vi i th cnh tranh. iu g lm cho sn phm ca cng ty khc bit v tt hn so vi i th cnh tranh? Mt cng ty c th khc bit bi sn phm, dch v, nhn vin hay hnh nh tin cy. Hy xc nh xem nhng yu t no trn y l quan trng i vi khch hng mc tiu? Cc yu t c phi l li th ca cng ty khng. T cng ty s c cn c xc ng nh v sn phm sao cho c c s khc bit vi sn phm ca i th. Nh vy mun nh v sn phm, cng ty phi hiu r ba vn sau y:

Khch hng nh gi v sn phm nh th no? Cc c tnh no ca sn phm c khch hng a chung? Cng ty c li th g to ra c cc c tnh ?

2) Th no l v tr ca sn phm trn th trng?

Khi c nhiu sn phm cng loi trn th trng th trong qu trnh mua, khch hng s cn nhc, so snh gia cc sn phm , tc l xp loi chng theo cc tiu thc li ch quan trng m sn phm mang li cho khch hng. Nh vy khch hng "nh v" sn phm, hay t mt sn phm vo mt v tr nht nh. Qua iu tra khch hng, cng ty xy dng c mt "bn nh v" cc sn phm hin hnh. V tr sn phm c tc ng mnh n quyt nh mua hay khng ca khch hng. V d:

Khch hng so snh, xp loi (nh v) nh th no i vi hai dch v chuyn pht nhanh "EMS" v dch v "DHL"? Khch hng nh v nh th no i vi hai dch v "Vinaphone" v "Mobifone"?

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3) Khch hng nh v sn phm nh th no?

Khch hng c th t h nh v sn phm thng qua kinh nghim khi tiu dng sn phm hoc qua nh hng ca bn b, ng nghip s dng. Tuy nhin, ch ng, doanh nghip cn phi ch ng tc ng n khch hng, gip h nh v ng n sn phm. iu ny c th thc hin thng qua cc chin lc Marketing mix.

4) Li ch ca nh v sn phm

Tng kh nng cnh tranh ca sn phm cng ty Thc hin phng chm bn nhng th m khch hng cn

4.3.2. Cc loi nh v sn phm

1) nh v sn phm da vo cc c tnh ca sn phm
i vi mt s cc sn phm, khch hng mc tiu c th quan tm ti cc c trng li ch no m h c p ng khi dng. Chng hn, l cc c tnh nh bn, tit kim xng, gi c phi chng i vi xe my; l trng rng, thm ming i vi kem nh rng; l vng ph sng in thoi di ng rng, dch v phong ph, tt... Mun nh v theo kiu ny, Cng ty phi hiu c nhng li ch m khch hng mong i khi dng sn phm, ng thi phi hiu c nhn thc ca khch hng v cc c tnh i vi cc sn phm cnh tranh hin c trn th trng.

2) nh v sn phm thng qua cc hnh nh v khch hng

i vi mt s cc sn phm khng c s phn bit r rt bi cc c tnh ca n. Trong trng hp ny ngi ta gn cho sn phm mt li sng, mt hnhvi, phong cch cho ngi s dng n. Thng qua qung co, tuyn truyn cc nh tip th khc ho vo nhn thc ca khch hng mt nhn thc v sn phm. V d 1: Cc loi sn phm nh Bia, nc khong thng kh phn bit bi cc c tnh nh mu sc, mi v. Do vy, cng ty qung co bia thng qua vic xy dng mt hnh nh v khch hng mc tiu m h hng ti. Bia Tiger xy dng hnh nh khch hng l nhng ngi mnh m, dng cm (tt nhin cng ty c th kt hp vi vic nng cao cn ca bia). Nc gii kht Pepsi- Cola li cao khch hng mc tiu l gii tr mun khm ph ci mi. c gi th tm hiu xem cc sn phm no sau y c th s dng cch nh v ny: M phm, nc hoa, x phng, bnh ko, in thoi di ng?

3) nh v theo i th cnh tranh

Theo kiu nh v ny, "v tr" ca sn phm ca i th cnh tranh c ly so snh vi sn phm ca cng ty. Cng ty c th nh v v tr cao hn, hoc thp hn so vi i th cnh tranh. Khi nh v cao hn so vi i th cnh tranh, cng ty cn c cc nng lc vt tri v nhng mt no i u trc tip vi cc i th cnh tranh.

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4) nh v theo cht lng/gi c

Hai tiu thc quan trng l "cht lng" v "gi c" thng c ly lm cc tiu thc to ra mt v tr m khch hng mong i cho sn phm ca cng ty (xem hnh 4.5.). T 2 bin s cht lng v gi c, cng ty c th c cc chin lc nh vi nh sau:

Gi thp - Cht lng thp Gi thp - Cht lng cao Gi cao - Cht lng cao

Thng thng, cht lng thp th gi thp, cht lng cao i km vi gi cao. Nhng nu cng ty c kh nng th c th chn chin lc gi thp cht lng cao.

4.3.3. Hai chin lc nh v sn phm

Khi trn th trng c cc sn phm cng loi ca cc i th cnh tranh, cng ty phi nh v sn phm ca mnh trong mi tng quan vi cc sn phm cnh tranh .

1) Cnh tranh trc din vi cc sn phm hin c trn th trng.

Khi chn chin lc ny, cng ty phi thuyt phc khch hng qua cc u th ca sn phm ca cng ty so vi cc sn phm cn tranh : r hn, bn hn, an ton hn, nhanh hn...Nh vy cng ty ang i u trc tip vi i th cnh tranh. Cng ty c th chn chin lc ny khi no?

Khi cng ty c kh nng to ra sn phm c u im hn hn sn phm ca cc i th cnh tranh. Khi khch hng c th nhn bit c u th ca sn phm ca cng ty (cc c tnh u vit r nt) Th trng vn rng c hai c ch ng.

2) Chim v tr mi trn th trng

Trong trng hp ny cng ty phi tm c mt ch trng trn th trng a sn phm ca mnh vo , tc l pht hin ra nhu cu no ca th trng vn cha c p ng. C th nu ra y cc chin lc nh v sau: a) Chin lc nh v bng gi c v cht lng 74

Chng hn, khi cn nhc mua mt sn phm, khch hng thng quan tm n hai c tnh l cht lng v gi c. C 4 kh nng sau y khi xem xt n 2 bin s ny:

Gi thp - Cht lng thp Gi thp - Cht lng cao Gi cao - Cht lng thp Gi cao - Cht lng cao

(Xem hnh 4.5.) Thng thng cht lng thp th gi thp, cht lng cao i km vi gi cao, tc l chn s 1 hoc s 4. Nhng nu cng ty c kh nng chn s 2, tc l gi thp nhng cht lng cao th cng ty c th chn chin lc ny v tng kh nng cnh tranh ca mnh. b) Chin lc th trng ngch cng thuc loi ny, tc l cng ty tm mt "ngch" nh trn th trng trnh i u trc din vi i th mnh. V d 1: Cng ty n p LIOA Vit Nam s dng chin lc nh v "gi thp-cht lng cao" (gi ni cht lng ngoi!). Bng chin lc nh v , LIOA chim c mt v tr vng vng trn th trng Vit Nam v ang vn ra th trng th gii. cnh tranh vi hng ngoi cht lng cao-gi cao, cc cng ty Vit Nam phi chn chin lc "cht lng cao-gi thp" th mi c th c ch ng trn th trng th gii. V d 2: Hng Trung Quc xm nhp t vo th trng Vit Nam vi chin lc nh v " Cht lng tm tm - gi r". Chin lc ny cng c ng o khch hng Vit Nam chp nhn. c) Chin lc nh v lin quan n th trng mc tiu Cng ty c th nh v li thay i th trng mc tiu cho sn phm. Do t l sinh gim st, cng ty Johnson & Johnson nh v li Sampo tm nh cho tr em sang cc i tng khc cn tm nhiu. Mt s cng ty sa cng chuyn t th trng mc tiu l tr em sang khch hng ln tui. Do s ngi mun gim bo tng ln, mt s nh hng chuyn t th trng phc v nmn sang th trng n chay cha c ai phc v.

4.3.4. Cc bc tin hnh nh v sn phm

Qu trnh nh v sn phm bao gm cc bc sau:

1) Xc nh v tr ca cc sn phm cnh tranh hin hnh theo cc tiu chun nh gi ca khch hng.
Chng hn, trn th trng chuyn pht nhanh c 2 loi dch v l DHL v FeDex. Theo nhu cu ca khch hng th 2 tiu chun quan trng l cht lng (thi gian, tin cy) v gi cc. Ta t DHL v Fedex ln th gm hai trc to l cht lng v gi c.

2) Cn c vo tim lc ca cng ty chn chin lc cnh tranh

Ta thy DHL th cht lng cao, gi cao. Cn Fedex th cht lng thp hn nhng gi th gn bng. Vy ta nn chn chin lc no trong cc kh nng sau y: 75

Cht lng cao nh ca DHL nhng gi thp hn Cht lng thp hn DHL v gi cng thp hn.

Vi nng lc hin nay ca ta th nn chn chin lc th 2 th ph hp.

3) Xy dng h thng Marketing mix ph hp vi chin lc c la chn

Sau khi cng ty xc nh c chin lc nh v sn phm nh a ra th trng, h phi trin khai xy dng chin lc Marketing hn hp nhm vo th trng mc tiu. y l cng c Marketing m cng ty ch ng tc ng vo th trng mc tiu nhm hnh thnh trong nhn thc ca khch hng v hnh nh sn phm sp a ra th trng sao cho tng xng vi v tr m cng ty chn trn. Mun vy cng ty phi phi hp hi ho cc bin s trong 4 thnh t ca Marketing- mix nh cht lng; gi c; dch v; phn phi; bao b; tn gi; truyn thng...

CU HI N TP V THO LUN
1. Phn on th trng mang li nhng li ch g cho doanh nghip? 2. Phn on th trng c thc hin theo cc nguyn tc no? 3. Lm th no la chn th trng mc tiu? C cc phng n no la chn th trng mc tiu? 4. Khi mt doanh nghip mi xm nhp th trng th h c th s dng chin lc g? Cho v d minh ho. (*) Khi 1 Doanh nghip mi bc vo th trng, h c th s dng cc chin lc sau y p ng th trng:

Marketing khng phn bit Marketing phn bit Marketing tp trung

1) Chin lc Marketing khng phn bit. Chin lc Marketing khng phn bit l chin lc trong cng ty tp trung vo nhng ci ng nht trong nhu cu, b qua cc im khc bit nh ca cc phn th trng khc nhau. Do vy sn phm ca cng ty cng nh cc bin s Marketing mix nhm vo nhu cu ca ng o khch hng. Sinh vin trnh by u im, nhc im, v iu kinp dng ca chin lc ny. 2) Chin lc Marketing phn bit. Theo chin lc Marketing phn bit, cng ty tham gia nhiu on th trng khc nhau vi cc chng trnh Marketing phn bit cho tng on th trng. Nh vy, vi mi on th trng, cng ty xy dng mt chin lc Marketing hn hp ring. Sinh vin trnh by u im, nhc im, v iu kinp dng ca chin lc ny. 3) Chin lc Marketing tp trung 76

Chin lc Marketing tp trung nhm vo mt on th trng no ph hp vi kh nng cu mnh. y l chin lc ph hp vi cc cng ty mi tham gia th trng, kh nng ti chnh, cng ngh, nhn lc cn hn ch. Sinh vin trnh by u im, nhc im ca chin lc ny. 5. C s phn on th trng i vi hai loi th trng? 6. Trnh by khi nim nh v sn phm? (*) nh v sn phm (Product positioning) l thit k mt sn phm c nhng c tnh khc bit so vi sn phm ca i th cnh tranh nhm to cho n mt hnh nh ring trong con mt khch hng. - Ni cch khc, nh v sn phm l xc nh v tr mt sn phm trn th trng so vi cc sn phm cnh tranh cng loi nhm ginh c nhng khch hng nht nh. Nh vy mun nh v sn phm, cng ty phi hiu r xem khch hng nh gi v sn phm nh th no? Cc c tnh no ca sn phm c khch hng a chung? - Khi c nhiu sn phm cng loi trn th trng th khi mua, khch hng s cn nhc, so snh gia cc sn phm , tc l xp loi chng theo cc tiu thc li ch quan trng m sn phm mang li cho khch hng. Nh vy khch hng "nh v" sn phm. V tr sn phm c tc ng mnh n quyt nh mua hay khng ca khch hng. - Khch hng c th t h nh v sn phm thng qua kinh nghim khi tiu dng sn phm hoc qua nh hng ca bn b, ng nghip s dng. Tuy nhin, ch ng, doanh nghip cn phi ch ng tc ng n khch hng, gip h nh v ng n sn phm. iu ny c th thc hin thng qua cc chin lc Marketing mix. - Li ch ca nh v sn phm:

Tng kh nng cnh tranh ca sn phm cng ty Thc hin phng chm bn nhng th m khch hng cn

- Cc loi nh v sn phm:

nh v sn phm da vo cc c tnh ca sn phm nh v sn phm thng qua cc hnh nh

- Hai chin lc nh v sn phm:

Cnh tranh vi cc sn phm hin c trn th trng Chim v tr mi trn th trng

- Sinh vin cho v d minh ho 7. Trnh by v phn tch cc chin lc p ng th trng. (*) C 3 chin lc p ng th trng nh sau:

Marketing khng phn bit Marketing phn bit Marketing tp trung 77

Chn chin lc Marketing khng phn bit khi no?

Tp trung vo nhng ci ng nht trong nhu cu Nhm vo ng o khch hng Tit kim chi ph do hiu qu tng theo quy m gi r, ph hp vi th trng nhy cm gi Kh khn khi hon cnh kinh doanh thay i B qua th trng nh nguy c tim n cho cc i th cnh tranh xm nhp

Chn chin lc Marketing phn bit khi no?

Tham gia nhiu on th trng vi cc chng trnh Marketing phn bit cho tng phn on Xm nhp su vo th trng, p ng nhu cu chuyn bit ca khch hng Chi ph s ln : chi ph sn xut, chi ph Marketing Cn phi cn i c s on th trng ph hp v quy m ca tng on

Chn chin lc Marketing tp trung khi no?

Nhm vo mt on th trng Tp trung c tim lc vo Chuyn mn ho cao p ng tt nhu cu th trng Ri ro ln nu c bin ng

Sinh vin trnh by cc cn c la chn cc chin lc 8. Trnh by 2 chin lc nh v sn phm. Cho v d minh ha (*) nh v sn phm (Product positioning) l thit k mt sn phm c nhng c tnh khc bit so vi sn phm ca i th cnh tranh nhm to cho n mt hnh nh ring trong con mt khch hng. - Khi trn th trng c cc sn phm cng loi ca cc i th cnh tranh, cng ty phi nh v sn phm ca mnh trong mi tng quan vi cc sn phm cnh tranh . - Hai chin lc nh v n phm :

Cnh tranh vi cc sn phm hin c trn th trng

Khi chn chin lc ny, cng ty phi thuyt phc khch hng qua cc u th ca sn phm ca cng ty so vi cc sn phm cn tranh: r hn, bn hn, an ton hn. Nh vy cng ty ang i u trc tip vi i th cnh tranh. Cng ty c th chn chin lc ny khi no?

Khi cng ty c kh nng to ra sn phm c u im hn hn sn phm ca cc i th cnh tranh. Khi khch hng c th nhn bit c u th ca sn phm ca cng ty (cc c tnh u vit r nt) Chim v tr mi trn th trng

Trong trng hp ny cng ty phi tm c mt ch trng trn th trng a sn phm ca mnh vo . Chng hn, khi cn nhc mua mt sn phn, khch hng thng quan tm n cht lng v gi c. C 4 kh nng sau y khi xem xt n 2 bin s ny:

78

Thng thng cht lng thp th gi thp, cht lng cao i km vi gi cao, tc l chn s 1 hoc s 4. Nhng nu cng ty c kh nng chn s 2, tc l gi thp nhng cht lng cao (gi ni cht lng ngoi!) th cng ty c th chn chin lc ny. Sinh vin cho cc v d minh ho cc chin lc. 9. C th da vo cc c tnh no nh v nc hoa? 10. Hy chn mt sn phm no m doanh nghip thc hin theo: a. Chin lc Marketing khng phn bit b. Chin lc Marketing tp trung c. Chin lc Marketing phn bit 11. Chn mt dch v hoc sn phm no v trnh by cch chn th trng mc tiu cho n. 12. Xe my Dylan c nh v nh th no? V nhm vo th trng mc tiu no? (*) Dylan l dng xe cao cp ca Honda. Dng xe ny nh v nhm vo th trng cp cao vi gia cao. 16. Mt doanh nghip c th ng thi thc hin cc chin lc Marketing i tr; Marketing phn bit; v Marketing tp trung khng? (*) Ti mt thi im, i vi mt loi sn phm, cng ty ch c th thc hin mt trong 3 chin lc. Nhng vi cng 1 sn phm th cng ty c th thc hin cc chin lc khc nhau ti cc thi im khc nhau. Nu cng ty c nhiu loi sn phm, th ti cng 1 thi im cng ty c th thc hin cc chin lc khc nhau cho cc sn phm khc nhau 17. Hy tm cc tnh hung khi doanh nghip coi mi khch hng l mt on th trng (*)? Dch v may o, dch v thit k nh, dch v khm cha bnh, dch v ct un tc...Nh cung cp dch v phi cn c vo nhu cu ring ca tng c nhn khch hng p ng. 18. Cc doanh nghip nhiu nc trn th gii b hng ho gi r ca Trung Quc (qun o, dy dp, chi...) xm chim. Vy cc doanh nghip ca cc nc nn s dng chin lc g? (*). Khi cnh tranh, cc doanh nghip cn khai thc li th cnh tranh bn vng ca mnh. Li th cnh tranh bn vng ca doanh nghip l nhng th mnh m doanh nghip c v cc doanh nghip khc khng c (hoc rt lu sau mi c c). ng thi cc li th c th mang li nhng gi tr m khch hng ang mong mun.

79

Trung Quc c cc li th m cc nc pht trin khc khng c c (sinh vin nu cc li th ny). Nhng cc nc pht trin cng c cc li th m Trung Quc khng c c. Vy, cnh tranh vi hng TQ, cc nc pht trin phi khai thc cc li th ca mnh to ra cc sn phm m TQ khng lm c.

Chng 5: Hnh vi ca khch hng

Sau khi hc xong chng ny, sinh vin cn nm c: - Cc yu t nh hng n hnh vi ca ngi tiu dng - Cc yu t nh hng n hnh vi ca cc doanh nghip - Trn c s , doanh nghip c nh hng tc ng tch cc ti hnh vi ca khch hng.

Contents

Chng 5: Hnh vi ca khch hng MC TIU 5.1. KHI NIM 5.2. TH TRNG V HNH VI NGI TIU DNG

5.2.1. Khi nim o 5.2.2. M hnh hnh vi mua ca ngi tiu dng o 5.2.3. Cc yu t nh hng n hnh vi ca ngi tiu dng o 5.2.4. Qu trnh thng qua quyt nh mua ca ngi tiu dng 5.3. HNH VI MUA CA CC T CHC
o

5.3.1. Phn loi khch hng l cc t chc 5.3.2. Hnh vi mua ca cc khch hng t chc o 5.3.3. Qu trnh thng qua quyt nh mua ca cc t chc o 5.3.4. c th ring ca mt s nhm khch hng t chc CU HI N TP CHNG V PH LC
o o

MC TIU
Sau khi hc xong chng ny, sinh vin cn nm c:

Cc yu t nh hng n hnh vi ca ngi tiu dng Cc yu t nh hng n hnh vi ca cc doanh nghip Trn c s , doanh nghip c nh hng tc ng tch cc ti hnh vi ca khch hng.

5.1. KHI NIM

Khch hng ca mt doanh nghip thng rt a dng v nhu cu, mc ch, ng c mua sn phm. Mun thc hin phng chm "Bn nhng th m khch hng hng cn" th doanh nghip cn phi thc hin quan im phn on th trng, tc l chia khch hng thnh cc nhm c cc c im chung, nghin cu cc 80

c im chung ca tng nhm - tng on th trng. Trn c s cc c tnh ca tng nhm khch hng m doanh nghip c th vch ra chin lc, chnh sch kinh doanh ph hp cho mi on th trng. Sau y chng ta s nghin cu hnh vi mua ca hai on th trng ln l th trngngi tiu dng v th trng cc t chc.

5.2. TH TRNG V HNH VI NGI TIU DNG 5.2.1. Khi nim

Th trng ngi tiu dng (Consumer Market) bao gm nhng c nhn v h gia nh mua sn phm cho mc ch tiu dng c nhn, gia nh. Nh vy cc quyt nh mua ca h mang tnh c nhn, vi mc tiu phc v cho bn thn hoc cho gia nh. Cc sn phm cho tiu dng c nhn rt a dng nh qun o, thc n, dng gia nh, xe c, trang sc, cc dch v vui chi gii tr, giao lu tnh cm... Nh tiu dng cc sn phm , con ngi p ng c cc nhu cu c nhn tn ti. Mt khc, cng qua tiu dng, con ngi c th th hin mnh trc con mt ca cng ng. l vnho tiu dng. c gi c th rt d thy l cc dn tc, cc tn gio khc nhau th vn ho tiu dng khc nhau. Vn ha tiu dng to nn hnh vi tiu dng. Cho n nay (nm 2006), Vit Nam c ti trn 85 triu dn. y l mt th trng ngi tiu dng ln v rt a dng cho cc doanh nghip trong v ngoi nc ni chung, v cc doanh nghip BCVT ni ring. Theo xu hng giao lu, hi nhp quc t v i sng vt cht ngy cng c nng cao, nhu cu tiu dng ni chung, v nhu cu thng tin lin lc s tng ln. Ngi tiu dng rt khc nhau v tui tc, mc thu nhp, trnh hc vn v nhu cu th trng hiu, tm l... S khc nhau c th hin qua vn ho tiu dng ca h. Do vy, y chng ta s tm hiu cc c tnh chung nht ca ngi tiu dng. Mi doanh nghip c th chia ngi tiu dng thnh cc on th trng nh phc v. V d, qun o cho nam, n, qun o bnh dn, qun o cao cp... Nh vy, th trng ngi tiu dng c 2 c im ln:

Nhu cu tiu dng a dng v bin i theo thi gian Quy m th trng ln v ngy cng tng

5.2.2. M hnh hnh vi mua ca ngi tiu dng

Nghin cu hnh vi ca ngi tiu dng gip cho doanh nghip tm hiu xem khch hng mua v s dng hng ho nh th no. Trn c s nhn thc r c hnh vi ca ngi tiu dng, doanh nghip s c cn c chc chn tr li cc vn lin quan ti cc chin lc Marketing cn vch ra. l cc vn nh sau:

Ai l ngi mua hng? H mua cc hng ho, dch v g? Mc ch mua cc hng ho, dch v ? H mua nh th no? Mua khi no? Mua u?

81

Cc doanh nghip mun tm hiu xem ngi tiu dng phn ng nh th no trc cc kch thch Marketing ca doanh nghip - cc chin lc Marketing hn hp. L do l nu bit c phn ng ca ngi tiu dng, h s s dng hiu qu cc chin lc Marketing hn hp, v do vy nng cao ng k kh nng cnh tranh cu doanh nghip. Nhiu nh nghin cu a ra cc m hnh khc nhau m t hnh vi ngi tiu dng. Chng ta tm hiu cc m hnh trn cc Hnh 5.1v Hnh 5.2. M hnh trn Hnh 5.1 cho ta thy khi qut mi tc ng ca cc yu t kch thch Marketing vo thc ca ngi tiu dng v cc phn ng p li ca ngi tiu dng. M hnh trn Hnh 5.2. m t chi tit cc yu t trong c ba khi m hnh trn Hnh 5.1. Nhng yu t kch thch ln ngi tiu dng bao gm cc yu t Marketing mix v cc yu t mi trng v m. thc ca ngi tiu dng bao gm cc c tnh v qu trnh ra quyt nh mua ca h. Cc phn ng p li ca ngi tiu dng l cc la chn c m t trong hnh ch nht bn phi.

5.2.3. Cc yu t nh hng n hnh vi ca ngi tiu dng

Ngi mua - Ngi tiu dng sng trong mt x hi, cho nn hnh vi ca h chu nh hng ca rt nhiu cc yu t trong x hi. l: a. Cc yu t thuc v vn ho-x hi, bao gm : Vn ho, Nhnh vn ho, a v x hi.

Vn ho l mt h thng nhng gi tr, nim tin, truyn thng v cc chun mc hnh vi c hnh thnh, pht trin, tha k qua nhiu th h. Vn ha c hp th ngay trong cuc sng gia nh, sau l trong trng hc v trong x hi.

82

Vn ho l nguyn nhn c bn, u tin dn dt hnh vi ca con ngi ni chung v hnh vi tiu dng ni ring. chnh l vn ho tiu dng. Cch n mc, tiu dng, s cm nhn gi tr ca hng ha, s th hin mnh thng qua tiu dng... u chu s chi phi mnh m ca vn ha. Nhng con ngi c nn vn ho khc nhau th s c hnh vi tiu dng khc nhau. V d, ngi min Bc n ung, s dng xe c, nh ca, qun o khc ngi min Nam. Phong cch tiu dng ca ngi chu u c s khc bit ln so vi ngi chu . Do vy, thnh cng cc nh xut khu Vit Nam phi tm hiu k vn ha tiu dng ca cc nc nhp khu. Nhnh vn ho l mt b phn cu thnh nh hn ca mt nn vn ho. Nhm tn gio l mt loi nhnh vn ho. Cc nhnh vn ho khc nhau c cc li sng ring, hnh vi tiu dng ring. Ngi o Hi king khng n tht b, ph n ra ng u phi bt mng v mc qun o kn mt.Nh vy, cc nhnh vn ho khc nhau s to thnh cc phn on th trng khc nhau.

Giai tng x hi: Trong x hi no cng tn ti cc giai tng x hi khc nhau (cc ng cp x hi). Vy th no l giai tng x hi?

Giai tng x hi l nhng nhm ngi tng i n nh trong x hi c xp xp theo th bc, ng cp, c c trng bi cc quan im gi tr, li ch v hnh vi o c chung trong mi giai tng. Cc doanh nghip cn quan tm n hnh vi tiu dng trong cc giai tng, c bit l i vi cc hng ho c tnh d ph trng nh qun o, giy dp, xe c, nh ca, hot ng vui chi, gi tr... Hiu r hnh vi tiu dng ca cc giai tng, doanh nghip s c c s thc hin phng chm "Bn nhng th m khch hng cn". Vit Nam cha c phn loi chnh thc x hi thnh cc giai tng. Tuy nhin, trong x hi cng tha nhn mt s cc tng lp dn c khc nhau. Nhng ngi cng chung trong mt giai tng th thng c hnh vi tiu dng ging nhau. Nhng ngi thuc tng lp thng lu khng n cc qun n bnh dn. H mua sm cc hng ho tiu dng t tin, nh cao ca rng, chi tent, i xe t sang trng... M, ngi ta phn loi ra thnh 6 giai tng x hi khc nhau cn c vo ngh nghip, thu nhp, ti sn, hc vn. b. Cc yu t mang tnh cht c nhn: Tui tc v giai on trong i sng gia nh, ngh nghip, tnh trng kinh t, li sng, c tnh.

Tui tc v giai on trong i sng gia nh: Nhu cu v cc loi hng ho, dch v cng nh kh nng mua ca ngi tiu dng gn lin vi tui tc v giai on trong i sng gia nh ca h (chi tit xin xem ph lc 1 cui chng). Ngh nghip c nh hng ln n hnh vi mua ca khch hng. Ngoi cc hng ho lin quan trc tip n hot ng ngh nghip, khch hng vi ngh nghip khc nhau cng tiu dng khc nhau. Do vy, nh tip th cn tm hiu hnh vi tiu dng ca khch hng vi cc ngh nghip khc nhau nh: Cng nhn, nng dn, cng chc, tr thc, gii ngh s, nh qun l kinh doanh, nh chnh tr... Tnh trng kinh t l iu kin tin quyt ngi tiu dng c th mua c hng ho, dch v. Khi ngn sch tiu dng cng cao th t l phn b cho tiu dng cc hng xa x cng tng ln, t l chi tiu cho cc hng thit yu cng gim xung. Ni chung, vo thi k kinh t t nc phn thnh, tng trng th ngi ta tiu dng nhiu hn v ngc li. Li sng phc ho mt cch r nt v chn dung cu mt con ngi. Hnh vi tiu dng ca con ngi th hin r rt li sng ca anh ta. Tt nhin, li sng ca mi con ngi b chi phi bi cc yu t chung nh nhnh vn ho, ngh nghip, nhm x hi, tnh trng kinh t v hon cnh gia nh. Nhng li sng ca mi ngi mang sc thi ring. Mc d li sng l mt c trng khng c lng ho, nhng cc nh tip th dng n nh v sn phm. l "nh v sn phm thng qua cc hnh nh v khch hng"(xem phn nh v chng 4). Cc loi hng ho c nh v theo li sng l m phm, ung, thi trang, xe hi, xe my, du lch...Cc nh qun l cn tm ra mi lin h gia li sng v hnh vi tiu dng cc loi hng ho lm c s cho cc chin lc Marketing 83

mix. H cng c th dn dt nhu cu tiu dng ca x hi bng cc sng to ra cc sn phm khc nhau c tnh hp l nhm vo cc li sng khc nhau. Cc nh sn xut bia cho ra i cc loi bia cho cc li sng khc nhau nh: bia nng cn cao vi qung co: "Bia thng hng dnh cho nam gii"; bia nh vi thng ip: "Bia cho hai chng ti" hay "Bia cho chng v nng". Cn xe my th c qung co:" Xe cho nhng ngi a cm gic mnh".

C tnh l nhng c tnh tm l ni bt ca mi ngi dn n cc hnh vi ng x mang tnh n nh v nht qun i vi mi trng xung quanh. C th nu ra mt s cc c tnh thng gp nh: tnh cn thn; tnh t tin; tnh bo th; tnh hiu thng; tnh nng ng...C tnh s nh hng n hnh vi tiu dng ca khch hng. Nhng ngi cn thn, nhng ngi bo th thng khng i tin phong trong vic s dng sn phm mi. Ngc li, l nhng ngi nng ng, sng to sn sng chu mo him khi mua sn phm mi. C tnh cng l mt cn c cho doanh nghip nh v sn phm. Nghin cu c tnh khch hng cng c ch cho i ng tip th.

c. Cc yu t mang tnh cht x hi: Nhm tham kho, gia nh, vai tr v a v. Nhm tham kho l nhm c nh hng trc tip hoc gin tip n thi , hnh vi ca con ngi.

Nhm tham kho u tin (c nh hng trc tip n thi ) bao gm: gia nh, bn thn, lng ging thn thin, ng nghip. Nhm tham kho th hai gm cc t chc hip hi nh: T chc tn gio, Hip hi ngnh ngh, Cng on, on th, Cc cu lc b. Nhm ngng m l nhm m c nhn c mong mun gia nhp, tr thnh vin (cc ngi sao...) Nhm ty chay l nhm m c nhn khng chp nhn hnh vi ca n. Do vy, cc c nhn khng tiu dng nh cc thnh vin ca nhm m h ty chay.

Nhng hng ho xa x tiu dng ni cng cng th c nhn chu nh hng mnh bi nhm. Hng ho thit yu dng ring t th mc nh hng ca nhm thp. Nhng "ngi sao" bng , ca nhc... thng c chn qung co sn phm. Nhng ngi ngng m h mun tiu dng nh h. Do vy, hnh vi tiu dng ca cc ngi sao c tc ng mnh n cc "fan". Mt ca hng qun o ti Bc Kinh tng N hong Anh mt b qun o truyn thng Trung Quc v xin c chp nh chung vi N hong trong b qun o . Sau ch ca hng treo bc nh ti mt ni trang trng trong ca hng. T nhiu khch tham quan n ca hng u mua loi qun o m N hong c tng. Khch sn Daewo ti H Ni dnh mt ni trang trng trng by s vng c lit k danh sch cc nhn vt ting tm ngh ti khch sn.

Gia nh c nh hng mnh n hnh vi mua ca c nhn, c bit trong iu kin Vit Nam khi nhiu th h sng chung nhau trong mt gia nh. Tu tng loi hng ho m mc nh hng cu v v chng khc nhau. Mua xe my thng do chng quyt nh. Mua cc dng bp nc do v quyt nh. C khi c hai u tham gia quyt nh. Cc nh qung co mi loi sn phm cn phi bit nhm vo ai thuyt phc. Vai tr v a v x hi: Ngi tiu dng thng mua sm nhng hng ho, dch v phn nh vai tr a v ca h trong x hi. Qung co: "Xe hng u cho nhng ngi ng u!" nhm vo nhng ngi tiu dng c a v cao trong x hi.

d. Cc yu t mang tnh cht tm l : ng c, Tri gic, Lnh hi, Nim tin v thi .

ng c l ng lc mnh m thi thc con ngi hnh ng tho mn mt nhu cu vt cht hay tinh thn, hay c hai. Khi nhu cu tr nn cp thit th n thc dc con ngi hnh ng p ng 84

nhu cu. Nh vy, c s hnh thnh ng c l cc nhu cu mc cao (Xem "Thang bc nhu cu ca Maslow"- chng 1). Nhu cu ca con ngi rt a dng. C nhu cu ch ng, c nhu cu b ng. Doanh nghip cn phi nm bt ng nhu cu ca khch hng thc y nhu cu thnh ng c mua hng. Tri gichay nhn thc l mt qu trnh thng qua con ngi tuyn chn, t chc v gii thch cc thng tin nhn c to ra mt bc tranh v th gii xung quanh.

Con ngi c th nhn thc khc nhau v cng mt tnh hung do s tri gic c chn lc, bp mo v ghi nh thng tin tip nhn c c chn lc. Do vy c th hai ngi c cng mt ng c nhng hnh ng khc nhau trong cng mt tnh hung. Cc c tnh trn ca tri gic i hi cc nh tip th phi n lc ln mang thng tin qung co n cho khch hng tip nhn. Lnh hi hay hiu bit l nhng bin i nht nh din ra trong hnh vi ca con ngi di nh hng ca kinh nghim c h tch lu. Con ngi c c kinh nghim, hiu bit l do s tng tri v kh nng hc hi. Ngi ln tng tri c kinh nghim hn, mua bn tho hn. Ngi tng tri v lnh vc no th c kinh nghim mua bn trong lnh vc .

Nim tin v thi :Qua thc tin v s hiu bit con ngi ta c c nim tin v thi , iu ny li nh hng n hnh vi mua ca h. Doanh nghip phi chim c lng tin ca khch hng v cc nhn hng ca mnh. Mun c ch ng vng chc trn th trng ni a v vn ra th trng th gii, hng Vit Nam phi chim c nim tin ca khch hng trong nc v th gii.

5.2.4. Qu trnh thng qua quyt nh mua ca ngi tiu dng

Hnh vi mua cu ngi tiu dng xy ra trong mt qu trnh. i n quyt nh mua mt loi hng ho dch v g th ni chung ngi mua phi tri qua qu trnh bao gm 5 giai on nh trn hnh 5.4. y l qu trnh y khi mi bt u mua. Ngi mua thng xuyn c th b qua cc giai on khng cn thit (do c thc hin cc ln mua trc y), tc l qu trnh mua lp li s b qua mt s giai on. Mt khch hng thng gi in thoi th khi c nhu cu h s n ngay bu cc gn nh gi m khng cn mt cng tm kim, nh gi cc phng n.

Ta tm hiu chi tit cc bc trong qu trnh ny.

1. Nhn bit nhu cu

y l bc u tin. Nhu cu pht sinh do cc yu t kch thch t bn trong cng nh t bn ngoi. Con ngi c cc nhu cu tim n nht nh (xem bc thang nhu cu Maslow, chng 1). Cc nhu cu tim n s b kch thch bi cc yu t bn ngoi. Khi nhu cu cha cao th cc kch thch Marketing l rt quan trng (qung co hp n, trng by sn phm, mi dng th sn phm, khuyn mi...). Cch bn hng kiu siu th c tc dng rt mnh kch thch nhu cu.

85

Cc nhu cu tim n l vn c mi con ngi. Ngi lm cng tc Marketing khng ch pht hin ra cc nhu cu , m cn phi sng to ra cc sn phm a dng p ng cc mong mun c th cu cc nhm khch hng khc nhau.

2. Tm kim thng tin

Khi nhu cu thi thc th con ngi tm kim thng tin p ng nhu cu. Nhu cu cng cp bch, thng tin ban u cng t, sn phm cn mua c gi tr cng ln th cng thi thc con ngi tm kim thng tin. Mt ngi mua mt cn h s tm kim thng tin vt v hn so vi mua mt chic o s mi. Sau y l cc ngun thng tin c bn m ngi tiu dng c th tm kim, tham kho:

Ngun thng tin c nhn: t bn b, gia nh, hng xm, ng nghip... Ngun thng tin thng mi: qua qung co, hi ch, trin lm, ngi bn hng... Ngun thng tin i chng: d lun, bo ch, truyn hnh (tuyn truyn) Ngun thng tin kinh nghim thng qua tip xc trc tip vi sn phm.

Ngun thng tin no c tc ng mnh? iu ny cn tu thuc vo loi sn phm, vo c tnh ca khch hng. Ngi cn thn thng khng tin vo qung co, h phi tm kim thm cc thng tin khc. i vi cc quyt nh mua quan trng nh mua t, m tim, i hc nc ngoi... th ngi ta thng mun c nhiu thng tin tng tin cy ca quyt nh. Ni chung, thng tin t qung co c tnh cht thng bo v s hin din ca sn phm. Cn ngun thng tin truyn ming t bn b, ng nghip c tc dng thuyt phc mnh. c bit, i vi cc dch v, do c tnh v hnh nn li khuyn ca bn b, ngi thn c vai tr quan trng. Trong giai on ny, doanh nghip phi chn cc phng tin thng tin khc nhau v ni dung ph hp cung cp cho cc nhm khch hng khc nhau. Nu cng ty khng cung cp cc thng tin cn thit cho khch hng th cng ty v tnh y khch hng sang cc i th cnh tranh. Sau khi tm kim thng tin th khch hng bit c cc nhn hiu hng ho khc nhau c th p ng nhu cu v cc c tnh ca chng.

3. nh gi cc phng n
T cc nhn hiu sn phm khc nhau bit qua giai on tm kim, khch hng bt u nh gi chn ra nhn hiu ph hp vi nhu cu ca mnh. Doanh nghip cn phi bit c l khch hng nh gi cc phng n nh th no? H dng tiu chun g la chn? Cht lng hay gi c quan trng hn? hiu r vic nh gi ca khch hng nh th no, chng ta cn tm hiu chi tit cc vn sau y: Cc thuc tnh ca sn phm m khch hng quan tm; Mc quan trng ca cc thuc tnh i vi khch hng; Nim tin ca khch hng i vi cc nhn hiu; hu dng ca cc thuc tnh.

Thuc tnh ca sn phm. Khch hng thng xem mt sn phm l mt tp hp cc thuc tnh nht nh. Cc thuc tnh ny phn nh cc li ch khc nhau ca sn phm mang li cho ngi s dng. l cc c tnh v k thut, c tnh v tm l, v gi c, v cc dch v khch hng.

c tnh k thut: kch thc, trng lng, thnh phn ho hc, tc , thi hn s dng, bn... c tnh tm l: v p, v tr trung, v hin i... c tnh v gi c: hp ti tin 86

c tnh v cc dch v khch hng: y cc dch v, tin li.

Mc quan trng ca cc thuc tnh khc nhau i vi cc nhm khch hng khc nhau. C hai khi nim sau y cn lm r:

Thuc tnh ni bt l thuc tnh to nn do qung co, do d lun x hi. Thuc tnh quan trng l thuc tnh m ngi tiu dng mong i c th p ng c cc nhu cu cu h, do tu thuc vo cc nhm khch hng khc nhau m thuc tnh no c xem l thuc tnh quan trng. y l cc thuc tnh m khch hng quan tm khi mua sn phm.

Nim tin ca ngi tiu dng i vi cc nhn hiu sn phm c nh hng ln n quyt nh mua ca h. Mt nhn hiu chim c nim tin ca khch hng s d c h la chn cc ln mua sau. Nhn hiu l mt ti sn v hnh ca cng ty. Do vy, vic xy dng mt thng hiu mnh c tm quan trng c bit i vi cng ty. Mi thuc tnh ca sn phm thng c ngi tiu dng gn cho mt mc hu dng khc nhau. Khi quyt nh mua mt sn phm, khch hng c xu hng chn sn phm c tng gi tr hu dng t cc thuc tnh l ln nht.

4. Quyt nh mua
Sau khi nh gi cc la chn, khch hng i ti nh mua. Tuy nhin, t nh mua n quyt nh mua cn c cc cn tr nh thi ca cc nhm nh hng (bn b, gia nh...), cc iu kin mua hng (a im giao dch, phng thc thanh ton, cc dch v hu mi...). Do vy cc hot ng xc tin bn (khuyn mi, cc dch v sau bn hng...) c vai tr rt quan trng, c bit khi c cnh tranh.

thc y qu trnh mua, doanh nghip cn loi b cc cn tr mua t pha bn thn doanh nghip. chnh l vai tr quyt nh ca cng tc chm sc khch hng cng nh ca cc hot ng xc tin. Trong trng hp cung cp dch v, do tnh v hnh ca sn phm nn cc cn tr thuc v thi ca cc nhm nh hng c vai tr quan trng n quyt nh mua ca khch hng. a. nh gi sau khi mua Sau khi mua xong khch hng s dng sn phm v c cc nh gi v sn phm mua c. Mc hi lng ca khch hng s tc ng trc tip n cc quyt nh mua vo cc ln sau. Doanh nghip cn thu thp thng tin bit c nh gi ca khch hng iu chnh cc chnh sch. iu ny rt quan trng. Phng chm y l "Bn c hng v gi c khch hng lu di!". S hi lng hay khng ca khch hng sau khi mua ph thuc vo mi tng quan gia s mong i cu khch hng trc khi mua v s cm nhn ca h sau khi mua v s dng sn phm. C th c ba kh nng nh trn bng di y. S mong i ca khch hng c hnh thnh qua qung co, qua s gii thiu ca ngi bn, qua bn b, ngi thn... Mong i cng cao nhng cm nhn thc t cng thp th mc tht vng cng ln. Do vy vic qung co, gii thiu sn phm cn phi trung thc. 87

Khi khch hng hi lng, h s chia s tm trng hng phn cho nhiu ngi khc. Nh vy, c th ni khch hng hi lng l ngi qung co min ph v hiu qu nht cho chng ta. Ngc li khi h khng hi lng, h cng s "chia bun" vi nhiu ngi khc. iu ny lm cho cng ty c nguy c mt thm nhiu khch hng.

5.3. HNH VI MUA CA CC T CHC 5.3.1. Phn loi khch hng l cc t chc
iu khc bit c bn ca cc t chc so vi khch hng tiu dng c nhn l cc t chc mua hng ho v dch v phc v cho cc hot ng ca tchc . Chng hn, cc doanh nghip s dng thng tin lin lc, vt t, thit b ... (t liu sn xut) tin hnh hot ng sn xut kinh doanh. Cc c quan nh nc cng s dng cc yu t u vo khc nhau phc v cho cng vic ca h. Hng ho, dch v mua phc v cho sn xut c gi l t liu sn xut. Nh vy, cc t chc cn n cc t liu sn xut nh l ccyu t u vo cn thit cho qu trnh hot ng ca cc t chc . C th chia khch hng l cc t chc thnh bn loi:

Cc doanh nghip sn xut Cc doanh nghip thng mi Cc t chc phi li nhun (c quan o to, nghin cu, cng ty phc v cng ch...) Cc c quan ng, Nh nc.

Chng ta s tm hiu c im, hnh vi mua ca cc khch hng t chc.

5.3.2. Hnh vi mua ca cc khch hng t chc

1) Tng quan
iu khc bit c bn ca cc t chc so vi khch hng tiu dng c nhn l cc khch hng t chc mua hng ho v dch v phc v cho cc hot ng ca tchc , tc l hng ho dch v h mua l yu t u vo cho hot ng ca h. c im ny s chi phi cc c im khc (nhu cu, hnh vi mua, s lng mua, ngi tham gia mua) Chng hn, cc doanh nghip s dng thng tin lin lc, vt t, thit b ... tin hnh hot ng sn xut kinh doanh. Cc c quan nh nc cng s dng cc yu t u vo no phc v cho cng vic ca h. Hng ho, dch v mua phc v cho sn xut c gi l t liu sn xut. Nh vy, t liu sn xut l ccyu t u vo cn thit cho qu trnh hot ng ca cc doanh nghip sn xut. 88

2) c trng c bn ca th trng cc t chc

Quy m th trng, khi lng mua - S lng cc khch hng t chc th t hn nhiu so vi cc khch hng tiu dng c nhn. Nhng s lng mua th ln hn nhiu so vi nhu cu tiu dng c nhn. H cng mua thng xuyn hn. - Quan h gia khch hng v ngi cung cp dch v thn thin hn, gn gi hn. Cc nh cung cp cng mun c cc khch hng n nh v lu di. Cc khch hng cng mun c nh cung cp tin cy, n nh. iu ny c li cho c nh cung cp v cc DNSX. - Th trng cc t chc thng tp trung theo vng a l (cc khu cng nghip, khu ch xut, cc thnh ph). Cc doanh nghip, c quan s dng thng tin lin lc nhiu thng tp trung ti cc th, khu cng nghip... - Nhu cu ca khch hng t chc l nhu cu th pht, th ng. Nhu cu v cc yu t u vo ca cc khch hng t chc ny sinh do nhu cu trn th trng u ra ca h l th trng cc khch hng tiu dng cui cng. Mt doanh nghip lm n pht t th nhu cu thng tin lin lc, nhu cu vt t tng ln. Mt khc, nhu cu co dn thp khi gi thay i, tc l gi c thay i nhiu nhng cu thay i t. L do l cu i vi cc yu t u vo sn xut ca t chc ch thay i khi sn lng u ra thay i. C th nu ra sau y mt s c im chung ca co dn cu theo gi i vi cc yu t u vo ca cc t chc:

Trong thi gian ngn hn th cu cc yu t u vo thng t co dn. L do l trong thi gian ngn khng th thay i c cng ngh sn xut. i vi cc yu t t liu sn xut u vo thit yu s c co dn t hn cc yu t u vo khc. Nhng yu t u vo c mt hng thay th, hay c nhiu nh cung cp s c co dn cao hn cc loi khc.

Nhng ngi tham gia mua hng trong t chc: C nhiu ngi ca cng ty tham gia vo qu trnh quyt nh mua (Hi ng mua sm). S ngi tham gia tu thuc vo mc quan trng ca hng mua. Vai tr ca cc thnh vin trong Hi ng l khc nhau. Mua sm cc yu t u vo ca cc t chc mang tnh chuyn nghip. Cc nhn vin mua sm c o to, c kinh nghim mua sm. Do vy, doanh nghip bn bn cng phi thuyn chn i ng bn hng chuyn nghip, c tuyn chn k v o to c bi bn v nghip v, k thut. Cc c tnh khc:

Mua sm thng theo phng thc trc tip, khng thng qua trung gian. La chn k ngi cung cp v xy dng quan h lu di, n nh. Xu hng chuyn sang thu mua ti chnh hn l mua t bn on v gim c ri ro v nng cao hiu qu.

Bng di y tng hp cc c trng ny.

89

5.3.3. Qu trnh thng qua quyt nh mua ca cc t chc

1. Nhng dng mua hng ch yu
C th nu ra mt s dng mua hng ch yu sau y ca cc t chc: a) Mua lp i lp li, khng thay i v s lng, chng loi hng mua. Cc nh cung cp c chn mua cn phi c gng gi mi quan h gn b, lu di vi khch hng bng cc chnh sch chm sc khch hng i vi khch hng ln. Cc nh cung cp khc cha c chn, nhng mun tham gia vo th trng ny th cn pht hin ra nhng iu m ngi mua khng bng lng vi cc nh cung cp hin ti a ra cc sn phm thay th. Mun vy th cng cn phi hiu r khch hng. Nhng yu t u vo c mua lp li thng l cc vn phng phm, nguyn liu, nhin liu, vt t cn thit cho cc t chc trong in kin quy m sn xut ca t chc khng thay i. b) Mua lp li c s thay i v tnh nng, quy cch hng ho, cc iu kin cung cp ng khc. y l c hi thun li cho doanh nghip mun chen chn vo th trng ny. Cc nh cung cp yu t u hin ti phi lun lun nm bt c nhng yu cu mi ca t chc tm cch p ng kp thi. Nu khng lm c nh vy th h ra nhng khong trng cho cc i th mi chen chn vo. Khi t chc phi i mi sn phm, gim gi bn, m rng th trng cnh tranh th h c nhu cu thay i cc yu t u vo. c) Mua gii quyt cc nhim v mi. 90

y l trng hp t chc mua hng ln u. Chi ph mua sm, ri ro cng ln th cng nhiu ngi tham gia vo qu trnh mua. Mua ln u thng ngi mua cn c nhiu thng tin v sn phm, v cc nh cung ng. Cc nh tip th phi c gng cung cp nhiu thng tin theo yu cu bn mua, phi tip xc vi nhiu ngi tham gia mua thuyt phc. Trong iu kin hi nhp, cc doanh nghip Vit Nam mun gim chi ph, mun vn ra th trng th gii, mun tip cn vi nhiu khch hng...y chnh l cc yu t buc h phi s dng n cc phng tin thng tin lin lc hin i nh Internet, in thoi ngi nghe tr tin ( chm sc khch hng), qung co qua trang Web... Khi mua hng gii quyt nhim v mi, ngi mua thng quan tm n cc tiu thc sau: c tnh k thut; gii hn gi c; thi gian v iu kin giao hng; iu kin dch v k thut; iu kin thanh ton; khi lng t hng; nhng ngi cung cp c th; ngi cung cp c chn.

2) Ai tham gia vo qu trnh mua?

Nh trn cp, vic mua sm cc yu t u cho t chc khng phi do mt ngi, m do mt tp th mt "Hi ng mua" m nhim. H cng nhau chia s trch nhim v vic mua hng. Tuy nhin, vai tr v nhim v ca cc thnh vin trong Hi ng mua khc nhau. C th chia ra cc i tng sau y:

Ngi s dng (User). y l nhng ngi s s dng yu t u sau khi mua. Trong nhiu trng hp h l ngi khi xng ngh mua sm . Ngi nh hng (Influencer). y l nhng ngi m kin ca h l cn c la chn cc quyt nh mua. H l cc chuyn gia k thut c giao nhim v nh gi v k thut cc ngh cho hng. Khi mua mt h thng my tnh, h thng thng tin lin lc ni b cho cng ty, cc chuyn gia tin hc, vin thng c ch nh nh gi cu hnh, cht lng, gi c ca h thng. Ngi quyt nh(Decider). y l nhng ngi c thm quyn trong cng ty, c trch nhim ra cc quyt nh cui cng v hp ng mua: s lng, chng loi, gi c, nh cung cp... Ngi mua(Byer). yl nhng ngi trc tip lm nhim v giao dch, mua sm cc yu t u vo. Vai tr ca h l chn a im mua hng cng nh cc in kin lin quan n thi hn giao hng, phng thc thanh ton. Tuy nhin, i vi cc Hp ng mua quan trng, h phi xin kin cui cng ca cc cp c thm quyn.

Nhim v ca nhng ngi lm Marketing l phi xc nh c ai l cc thnh vin trong Hi ng mua, vai tr ca cc thnh vin trong Hi ng v cc quyt nh mua, tiu chun m h dng nh gi trong qu trnh mua.

3) Cc yu t nh hng n ngi mua

Trong qu trnh thng qua cc quyt nh mua, nhng ngi tham gia trong Hi ng mua chu nh hng ca nhiu cc yu t khc nhau nh sau: a) Nhng yu t mi trng l tnh trng kinh t hin ti v tng lai ca t nc; nhp tin b khoa hc k thut; cc yu t chnh tr; cc chnh sch iu tit kinh t ca chnh ph; hot ng ca cc i th cnh tranh. Doanh nghip c th nm c cc thng tin ny qua cc phng tin thng tin i chng khc nhau. Cc yu t mi trng quan trng ny thc y hoc km hm cc hot ng mua sm ca cc t chc. Quyt nh ca UBND thnh ph H ni v chng trnh xy dng hng lot cc chung c cao tng l mt yu t thc y cc cng ty xy dng nh mua sm vt liu xy dng. y cng l tin tt lnh cho cc doanh nghip sn xut vt liu xy dng. 91

Chnh sch ch ng hi nhp kinh t quc t ca ng v Nh nc l ng lc buc cc doanh nghip phi i mi cng ngh nng cao kh nng cnh tranh. y l c hi tt cho cc nh kinh doanh thit b, cng ngh mi. b) Cc yu t c im ca doanh nghip Mi doanh nghip c cc mc tiu ring, vn ho ring, c cu t chc ring v mi quan h ni b ring. Cc yu t ny nh hng n thnh phn, vai tr, cch thc quyt nh ca "Hi ng mua hng". Mt doanh nghip mang tnh cch c quyn th gim c thng thu tm quyn lc mua bn vo trong tay. Doanh nghip t nhn c cch mua TLSX khc hn vi cc doanh nghip quc doanh. c) Cc yu t quan h c nhn l mi quan h gia cc thnh vin trong nhm mua hng, t dn ti cch tha thun trong nhm i n quyt nh mua. d) Cc yu t c im c nhn Nhng ngi tham gia mua hng c cc ng c, c tnh, nhn thc khc nhau tu theo tui tc, trnh hc vn, v tr cng tc, nhn cch...Cc yu t ny nh hng n qu trnh quyt nh mua ca mi c nhn tham gia trong Hi ng mua hng.

4) Qu trnh thng qua quyt nh mua

Qu trnh ny tng t nh qu trnh thng qua quyt nh mua ca ngi tiu dng (xem phn 5.3.). Tuy nhin, y ngi mua phi tri qua nhiu giai on hn: a) thc c vn cn phi mua sm l khi t chc thc c vn cn phi mua sm. thc ny xut hin di s tc ng ca cc yu t bn trong doanh nghip (c nhu cu mua sm) v t cc yu t kch thch bn ngoi (qung co, cho hng).

Khi t chc bt u sn xut dch v, sn phm mi th h cn thit b, vt t mi cho sn xut. Khi t chc cn thay th, nng cp cc thit b c, lc hu. Do vy h c nhu cu mua sm thit b, ph tng. Khi nh cung cp c khng p ng nhu cu, i hi cao hn ca t chc. H bt u tm kim cc nh cung cp mi. Khi xut hin cng ngh mi cht lng cao hn, tit kim chi ph, nng cao kh nng cnh tranh... Khi cc nh cung ng qung co, cho hng cc vt liu, cng ngh mi, dch v mi c u th hn so vi hin ti.

Trong giai on ny, cc nh lm cng tc Marketing cn hiu c cc cng ngh, vt t hin ti ang c khch hng dng, cng nh cc chin lc sn phm th trng ca h, v kp thi qung co, cho hng cc sn phm mi nhm mang li nhu cu, li ch cao hn cho h. V d: Khi cc cng ty s Bt Trng chun b vn ra th trng th gii, h cn n dch v Internet qung b sn phm v giao tip vi khch hng khp nm chu bn bin. Ni chung, cc dch v thng tin lin lc gip cho khch hng tit kim chi ph, thi gian, cng sc, m rng phm vi giao tip, tng kh nng cnh tranh. 92

b) M t khi qut nhu cu

Xc nh cc c tnh ca cc mt hng cn mua. Cc chuyn gia v k thut c th c mi a ra cc yu cu chnh xc i vi cc yu t u vo cn mua. Doanh nghip mua cn c thng tin kp thi. Ngi bn hng cn cung cp thng tin y , nhanh chng v cc loi yu t u vo khc nhau, t vn cho ngi mua.

c) nh gi tnh nng ca hng ho (phn tch hiu qu- chi ph) y l giai on m cc chuyn gia ca t chc thc hin vic nh gi u nhc im ca hng ho vt t thit b v k thut, kinh t trn c s phn tch hiu qu - chi ph. Trong giai on ny t chc cn tr li cc cu hi sau y:

Hng ho d kin mua mang li gi tr g cho cng ty? C tng xng vi chi ph b ra khng? C cn tt c cc chc nng ca hng ho khng? C loi hng ho thay th c tnh nng tng t vi gi r hn khng? C cc nh cung cp cng loi khc vi gi r hn khng? Cng ty c t sn xut c khng?

d) Tm hiu ngi cung ng

Nhn vin mua hng tm kim, lp danh sch cc nh cung ng c th, loi b cc nh cung ng khng t cc yu cu ban u, xp loi cc nh cung ng theo cc tiu chun no . Cc ngun thng tin khc nhau c s dng tm kim cc nh cung ng. l: Cc n phm thng mi; Qung co; Trin lm; Internet; Cc phng tin thng tin i chng... Nhim v ca cc nh cung cp TLSX l phi cung cp y , kp thi thng tin cn thit cho cc thnh vin ca Hi ng mua hng.

e) Yu cu cho hng

Cng ty ngh cc nh cung ng c kh nng c la chn thc hin vic cho hng chnh thc (cung cp cc ti liu, thng tin cn thit, c i din bn hng n gii thiu). i din bn hng phi gii p c cc vn do khch hng t ra. Qua cc cho hng m bn mua la chn, quyt nh. Trong giai on ny, vai tr ca cc i din bn hng rt quan trng, gip cho nh cung ng lt vo tm ngm ca khch hng.

f) La chn ngi cung cp

Trong giai on ny bn mua nghin cu k cc vn bn cho hng la chn nh cung ng. nh gi c c s, bn mua s lit k nhng c im yu cu cc nh cung ng. Cc c im ny c xp theo th t mc quan trng, hoc c gn cho cc trng s, sau ly trung bnh cng c gia quyn lm kt qu so snh gia cc nh cung ng khc nhau. i vi hnh thc mua qua th tc u thu th y l giai on m thu. Cng ty tin hnh m thu, chm thu v cng b ngi trng thu.

g) Lm cc th tc t hng Giai on ny, ngi mua m phn cc chi tit, th tc t hng v k kt hp ng vi nh cung cp c la chn. l v cc c tnh k thut, s lng mua, thi gian giao hng, chnh sch bo hnh...Cng vic ny c cc nhn vin mua hng tho thun thc hin cng vi i din bn bn. 93

h) nh gi ngi cung ng Trong giai on ny, ngi mua xem xt nh gi kt qu thc hin ca bn cung cp. Ngi mua c th nh gi cc nh cung cp bng cch s dng mt s cc tiu chun no (c th km theo trng s ng vi mi tiu chun). Trn c s nh gi m bn mua quyt nh tip tc mua, mua c thay i hay khng mua tip i vi cc nh cung cp chn.

5.3.4. c th ring ca mt s nhm khch hng t chc

Nhng c trng nu trn y trong hnh vi mua cu cc khch hng t chc l nhng c trng chung nht i vi mi nhm khch hng t chc. Tuy nhin, mt s nhm khch hng t chc c nhng c th ring. Chng ta s tm hiu thm c th ring ca hnh vi mt s nhm khch hng c th. l cc c quan nh nc.

1) Tng quan v th trng cc t chc c quan nh nc

Th trng ny bao gm cc t chc ca chnh ph v cc c quan nh nc cc a phng, cc c quan ng, cc trng hc ph thng, cc bnh vin, nh h sinh, nh t... C th chia th trng ny thnh 3 nhm ln : cc t chc dn s gm cc c quan ng, chnh quyn t trung ng n a phng (Cc b, ban ngnh, cc t chc ng, chnh quyn cc cp); cc t chc qun s t trung ng n cc vng, cc a phng (B quc phng, cc binh chng, qun chng, cc t chc qun s cc cp); cc t chc phi li nhun (trng hc, bnh vin...). H cn cc hng ho dch v l cc yu t u vo t chc v thc hin cc chc nng nhim v c phn cng. Hot ng ca h khng mang tnh cht thng mi. Chnh ph v cc c quan ng nh nc cc cp l cc khch hng tiu dng rt nhiu loi hng ho dch v. Tng ngn sch nh nc hng nm dnh cho cc khon chi tiu ny rt ln. Tuy nhin, mt s t chc loi ny nh bnh vin, trng hc, cc vin nghin cu... c c im l ngn sch c cung cp hn hp so vi cc c quan trung ng quan trng. Do vy, ngy nay c xu hng Nh nc chuyn cc trng i hc hc, cc vin nghin cu sang hot ng theo phng thc doanh nghip, c trao quyn t ch hch ton ly thu b chi.

2) Cc c im hnh vi mua hng c th

Hnh vi mua ca cc c quan nh nc c nhng c th ring. Mi t chc, c quan nh nc hng nm c ngn sch cp cc khon chi tiu theo nh mc nht nh. Do vy, mc tiu ca h khi mua l la chn cc nh cung cp p ng yu cu vi chi ph thp nht. Tuy nhin, nhiu t chc phi li nhun c th c nhng nh ti tr v theo ui nhng mc tiu khc nhau. C nhng trng hc, bnh vin theo ui mc tiu li nhun, v c cc trng hc, bnh vin khc khng c mc tiu li nhun. iu ny dn n hnh vi mua khc nhau ca cc khch hng t chc. Trong hu ht cc quc gia, cc c quan chnh ph l nhng khch hng ln, c quyn lc mua. Tuy nhin, v chi tiu ngn sch chu s kim ton, nh gi ca cng chng (kim ton nh nc, thanh tra Quc hi), cc t chc chnh ph yu cu nhiu th tc giy t chng nhn t pha nh cung cp. Qu trnh mua cng tri qua nhiu th tc phc tp, quan liu, chm chp. Ngi mua cng hay b thay i. Do vy, nh cung cp cn nm c tt c cc th tc v tm cch vt qua cc th tc quan liu. Nhiu chnh ph cung cp cho bn bn cc hng dn chi tit v cc th tc bn hng cho h.

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Quyt nh mua sm ca cc t chc nh nc cng chu s chi phi ca cc nhn t nh: mi trng, t chc, tng quan c nhn v c nhn nhng ngi tham gia mua. Do ngn sch tiu dng c cp t ngn sch nh nc, cho nn qu trnh mua chu s gim st cht ch ca nhiu t chc nh Thanh tra, Kim ton, v ca c cng chng. nng cao hiu qu mua sm t ngn sch nh nc, cc t chc, c quan ng v nh nc thng phi mua hng qua hnh thc u thu cnh tranh la chn nh cung cp tt nht. Tuy nhin, trong mt s trng hp, chnh ph xem xt n nh cung cp c cht lng tt nht, hay c ting tm v thc hin hp ng ng hn. Cng c nhng trng hp c bit chnh ph thc hin phng thc ch nh thu. Phng thc u thu c p dng trng trng hp mua sm c gi tr ln. Hp ng trn c s thng lng cng l mt phng php thng c cc c quan chnh ph s dng trong trng hp cc d n phc tp, i hi chi ph ln v nghin cu, thit k, th nghim, mc ri ro cao, cnh tranh thp. m bo hiu qu u t, nh nc kim sot cht ch thng xuyn qu trnh thc hin hp ng. Nh nc c th thu t vn, gim st nc ngoi. Tuy nhin, hin tng mi gii, lt tay nhn c hp ng ca cc c quan nh nc cng l hin tng thc t ti nhiu nc. Mt c trng khc na l nhiu chnh ph a thch chn cc nh cung cp trong nc. Do vy, cc nh cung cp nc ngoi phi lin minh vi cc nh thu trong nc tham gia u thu. i vi khch hng l cc c quan chnh ph, nhiu khi s thnh cng ca cc nh cung cp b chi phi bi cc yu t nm ngoi nhng bi bn Marketing thng dng. l cc mi quan h, mi gii, s vn ng hnh lang... Do c th ring ca cc khch hng l c quan chnh ph, nhiu cng ty, tp on cung cp ln t chc ring mt b phn Marketing ph trch bn hng cho cc t chc chnh ph. Trong qu trnh tip xc lu di, cc chuyn vin ca b phn ny hiu bit quy trnh, th tc mua bn, xy dng c mi quan h lu di vi nhng ngi quyt nh pha khch hng. y l yu t quan trng gip cho h thnh cng.

PH LC

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CC GIAI ON TRONG CHU K I SNG GIA NH V HNH VI MUA HNG

CU HI N TP CHNG V
1. Phn tch khi qut m hnh hnh vi ngi tiu dng 2. Cc yu t mi trng nh chnh tr, kinh t, vn ho, cng ngh, dn s...nh hng nh th no n hnh vi tiu dng? Cho v d minh ho 3. Phn tch khi qut nh hng ca cc yu t thuc v c tnh ca ngi mua n hnh vi mua ca ngi tiu dng. Cho v d minh ho (*) a) Cc yu t thuc v vn ho-x hi, bao gm : Vn ho, Nhnh vn ho, a v x hi.

96

b) Cc yu t mang tnh cht c nhn: Tui tc v giai on trong i sng gia nh, ngh nghip, tnh trng kinh t, li sng, c tnh. c) Cc yu t mang tnh cht x hi : Nhm tham kho, gia nh, vai tr v a v. d) Cc yu t mang tnh cht tm l : ng c, Tri gic, Lnh hi, Nim tin v thi . Sinh vin phn tch theo cc nhm yu t nh hng ny. 4. Phn tch khi qut qu trnh thng qua quyt nh mua hng ca ngi tiu dng (*) i n quyt nh mua th ngi mua phi tri qua 5 giai on nh sau:

y l qu trnh y khi mi bt u mua. Ngi mua thng xuyn c th b qua cc giai on khng cn thit gia thc hin trc y. a) Nhn bit nhu cu y l bc u tin. Nhu cu pht sinh do cc yu t kch thch t bn trong cng nh t bn ngoi. C th nhu cu tim n s xut hin khi c cc kch thch bn ngoi. Khi nhu cu cha cao th cc kch thch Marketing l rt quan trng (qung co, mi cho, khuyn mi). b) Tm kim thng tin Khi nhu cu thi thc th con ngi tm kim thng tin p ng nhu cu. Sau y l cc ngun thng tin c bn m ngi tiu dng c th tm kim:

Ngun thng tin c nhn: t bn b, gia nh, hng xm, ng nghip Ngun thng tin thng mi: qua qung co, hi ch, trin lm, ngi bn hng Ngun thng tin i chng: d lun, bo ch, truyn hnh (tuyn truyn) Ngun thng tin kinh nghim thng qua tip xc trc tip vi sn phm.

Ngun thng tin no c tc ng mnh? Doanh nghip phi chn cc phng tin thng tin khc nhau v ni dung ph hp cung cp cp cho khch hng. Sau khi tm kim thng tin th khch hng bit c cc nhn hiu hng ho khc nhau c th p ng nhu cu v cc c tnh ca chng. c) nh gi cc phng n: T cc nhn hiu sn phm khc nhau bit, khch hng bt u nh gi chn ra nhn hiu ph hp vi nhu cu ca mnh.

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Doanh nghip phi bit c l khch hng nh gi nh th no, dng tiu chun g la chn? Cht lng lng hay gi c quan trng hn? d) Quyt nh mua: Sau khi nh gi la chn, khch hng i ti nh mua. Tuy nhin t nh mua n quyt nh mua cn c cc cn tr nh thi ca cc nhm nh hng (bn b, gia nh), cc iu kin mua hng (giao dch, thanh ton, dch v hu mi). Do vy cc hot ng xc tin bn (khuyn mi, cc dch v sau bn hng) c vai tr rt quan trng, c bit khi c cnh tranh. 7. a v x hi ca ngi tiu dng nh hng nh th no n hnh vi mua ca khch hng in thoi di ng? 8. Yu t vn ho nh hng nh th no n hnh vi mua ca khch hng chi tem? 9. Nhm ngng m c nh g n quyt nh mua xe my? 10. Cho v d v yu t li sng nh hng n hnh vi mua ca ngi tiu dng nh th no? 11. Khi mua xe my, mua t th ai trong gia nh tham gia vo quyt nh mua? Ai l ngi quyt nh? 12. Khi mt c quan quyt nh lp t mt mng my tnh th ai tham gia vo quyt nh mua? Ai l ngi quyt nh? 13. Khi mt s quan quyt nh t bo th ai tham gia vo quyt nh mua? Ai l ngi quyt nh? 14. Phn tch li sng nh hng n quyt nh mua hng ho, dch v ca ngi tiu dng nh th no (*) Li sng phc ho mt cch r nt v chn dung cu mt con ngi, v hnh vi tiu dng ca con ngi th hin r rt li sng ca anh ta. Tt nhin, li sng ca mi con ngi b chi phi bi cc yu t chung nh nhnh vn ho, ngh nghip, nhm x hi, tnh trng kinh t v hon cnh gia nh. Nhng li sng ca mi ngi mang sc thi ring. - Mc d li sng l mt c trng khng c lng ho, nhng cc nh tip th dng n nh v sn phm. l "nh v sn phm thng qua cc hnh nh v khch hng". Cc loi hng ho c nh v theo li sng l m phm, ung, thi trang, xe hi, xe my, du lch... - Cc nh qun l cn tm ra mi lin h gia li sng v hnh vi tiu dng cc loi hng ho lm c s cho cc chin lc Marketing mix. H cng c th dn dt nhu cu tiu dng ca x hi bng cc sng to ra cc sn phm khc nhau c tnh hp l nhm vo cc li sng khc nhau.

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Chng 6: Cc quyt nh v sn phm

Sau khi hc xong chng ny sinh vin cn nm c cc vn sau: - nh ngha sn phm theo quan im Marketing - Cc quyt nh v nhn hiu sn phm - Cc quyt nh v chng loi sn phm - Cc giai on hnh thnh sn phm mi - Chu k sng ca sn phm - Chin lc sn phm th trng

Contents
o o o o o o o o o o o o o o o o o o
6.7.1. Khi nim sn phm mi 6.7.2. Cc giai on pht trin sn phm mi 6.8. CHU K SNG CA SN PHM MC TIU 6.1. SN PHM THEO QUAN IM MARKETING

6.1.1. Sn phm l g 6.1.2. Cc cp ca mt sn phm 6.1.3. Cc cch phn loi sn phm c bn 6.2. CC QUYT NH V NHN HIU SN PHM

6.2.1. Khi nim nhn hiu. Cc b phn cu thnh nhn hiu 6.2.2. Cc quyt nh lin quan n nhn hiu sn phm 6.3. THNG HIU

6.3.1. Khi nim, ngha ca thng hiu 6.3.2. So snh gia thng hiu v nhn hiu 6.3.3. Cc loi thng hiu 6.3.4. Chc nng ca thng hiu 6.4. QUYT NH V BAO GI SN PHM

6.4.1. Khi nim bao gi v tm quan trng ca n 6.4.2. Cc quyt nh v bao gi 6.5. QUYT NH V DANH MC V CHNG LOI SN PHM

6.5.1. Khi nim danh mc v chng loi sn phm 6.5.2. Cc quyt nh v danh mc, chng loi sn phm 6.6. CC QUYT NH V DCH V KHCH HNG

6.6.1. Khi nim dch v khch hng 6.6.2. Cc quyt nh v dch v khch hng 6.6.3. Chm sc khch hng 6.7. THIT K V MARKETING SN PHM MI

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o o

6.8.1. Khi nim chu k sng 6.8.2. Cc giai on ca chu k sng cu sn phm CU HI N TP V THO LUN

MC TIU
Sau khi hc xong chng ny sinh vin cn nm c cc vn sau:

nh ngha sn phm theo quan im Marketing Cc quyt nh v nhn hiu sn phm Cc quyt nh v chng loi sn phm Cc giai on hnh thnh sn phm mi Chu k sng ca sn phm Chin lc sn phm th trng

6.1. SN PHM THEO QUAN IM MARKETING 6.1.1. Sn phm l g

Sn phm theo quan im ca Marketing l tt c cc yu t c th p ng nhu cu, mong mun ca khch hng, mang li li ch cho h, ng thi c th cho bn trn th trng. Nh vy, sn phm theo quan im Marketing c ni dung rng hn so vi quan nim thng thng, khi ngi ta ch bao hm cc yu t hu hnh. Theo nh ngha ny ca sn phm, cc yu t mang li li ch cho khch hng c th l hu hnh v v hnh, vt cht v phi vt cht. V d: Khi mua mt chic xe Mercedec, khch hng va mua mt phng tin i li hin i, bn lu, an ton v va mua mt s sang trng, hnh din i vi ngi xung quanh. Mt sn phm thnh cng nu n gii quyt c mt vn cho khch hng, hay thomn cc nhu cu ca h

6.1.2. Cc cp ca mt sn phm
Theo quan im Marketing, sn phm c c cc yu t v hnh v hu hnh v c chia thnh ba cp nh sau:

a) Cp c bn - sn phm ci li (cp 1)
Cp ny s tr li cu hi: V thc cht sn phm ny s mang li nhng li ch ct li g cho khch hng hng? Cng mt sn phm c th mang li cc li ch c bn khc nhau cho cc khch hng khc nhau. Mun xc nh c cc li ch c bn no cn cho khch hng no, cng ty phi nghin cu th trng xc nh. Nhiu khi bn thn khch hng cng khng bit c mt sn phm mang li cc li ch c bn g cho mnh. Nhim v ca ngi tip th l phi pht hin ra cc nhu cu n giu ng sau mi th hng ho v bnnhng li ch m n em li cho khch hng. Mt cng ty m phm tuyn b: "Ti nh my chng ti sn xut m phm. Ti ca hng chng ti bn nim hy vng". 100

Hng ho, dch v c th Bn xe my l bn:

Cc li ch Mt phng tin giao thng c nhn Mt phng tin lm n Mt phng tin lm sang Mt phng tin ct gi ti sn Mt phng tin th hin tnh cm

Bn hoa ti l bn:

Bn phong b l bn:

Li nhc nh khch hng ti cc quy bn hoa: "Hy dng hoa thay li! Mt bng hoa nh c th gip bn ni c nhng iu kh ni !'' Mt phng tin bo v sc kho

Bn bo ch l bn:

Mt phng tin th hin s lch s, tr trung, hp dn, sang trng... Mt phng tin cung cp thng tin Mt phng tin hc tp nng cao hiu bit Mt phng tin gii tr Mt phng tin cnh tranh hiu qu Mt phng tin lm sang Mt phng tin bo v an ninh ti sn, tnh mng Mt phng tin m bo cho cuc sng vn minh, lch s. Mt phng tin tit kim thi gian, tin bc, cng sc.

Bn in thoi l bn:

V d: Khch hng khng bit c nhai ko Singum l tp th dc mt cho khun mt p, dng thuc nh rng Close-up l trng rng thm ming v do vy t tin hn trong giao tip vi ngi khc gii. Nhng li ch ny u do qung co mang n cho khch hng. Khch hng khng mua mt mi khoan ng knh 1/4, h mua nhng l khoan c ng knh nh vy.

b) Cp hai - sn phm hin thc

Cp ny bao gm nhng yu t phn nh s tn ti ca sn phm nh: cc ch tiuphn nh cht lng, cc c tnh, b cc bn ngoi, nhn hiu, tn nhn hiu, bao b. Thng qua cc yu t ny cng ty c th gip khch hng phn bit c sn phm ca mnh vi sn phm cnh tranh. Khch hng cng cn c vo cc yu t ca cp ny la chn trong cc sn phm cng loi (tc l cc sn phm mang li cng li ch c bn).

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c) Cp 3 - sn phm b sung (nng cao)

Cp ny bao gm cc yu t dch v khch hng (customer service), v cao hn na l chm sckhch hng(customer care) nhm gip cho khch hng tin li hn, hi lng hn. l cc dch v nh bo hnh, sa cha, hnh thc thanh ton,giao hng ti nh, lp t, hun luyn... cng nh thi thn thin, ci m, nhit tnh, thn thin. Cp ny chnh l v kh cnh tranh ca cng ty. Cc dch v ca lp ny s ngy cng phong ph cng vi mc cnh tranh trn th trng. Cnh tranh hin nay khng phi l cnh tranh v nhng ci m cng ty lm ra ti nh my ca mnh, m v nhng ci lm cho sn phm hon chnh nh bao gi, dch v khch hng (phng thc thanh ton, giao hng, t vn, bo hnh, sa cha...) (xem hnh 6.1).

6.1.3. Cc cch phn loi sn phm c bn

1) Phn loi theo mc ch s dng

Hng ha tiu dng l hng ha phc v cho nhu cu tiu dng ca c nhn, gia nh trong cuc sng hng ngy. Hng ha t liu sn xut l cc hng ha do cc t chc mua v s dng phc v cho hot ng sn xut kinh doanh ca h.

2) Phn loi sn phm theo hnh thc tn ti

Dch v l loi sn phm v hnh mang li cho ngi dng mt ch li vt cht, li ch tinh thn no . Con ngi khng th cm nhn dch v thng qua cc gic quan nh nghe, nhn, nm, ngi, tip xc. iu ny lm cho vic bn dch v kh khn hn. Hng hal loi sn phm hu hnh m con ngi c th tip xc thng qua cc gic quan cm nhn nhng yu t vt cht ca n.

3) Phn loi hng ha tiu dng theo thi gian s dng

Hng ho lu bn: l nhng loi hng ho c dng nhiu ln nh Ti vi, T lnh, xe my, in thoi... Hng ho s dng ngn hn: l nhng th c dng ch mt hoc vi ln nh x phng, bia, bo ch, tem th...

4) Phn loi hng ho tiu dng theo thi quen mua

Hng ho s dng thng ngy l loi m ngi tiu dng hay mua khng n o tnh ton hoc mt rt t cng sc so snh la chn. V d nh thuc l, dim, x phng, bo...Trong hng ho dng thng ngy li chia ra thnh hng ho s dng thng xuyn, hng mua ngu hng v hng mua khn cp. Hng ho mua c la chn l cc th hng ho m ngi tiu dng trong qu trnh la chn v mua thng so snh, cn nhc cc ch tiu cng dng, cht lng, gi c, hnh thc. V d nh qun o, t, xe my...Hng ho mua c la chn li c chia ra hng ho ging nhau v khng ging nhau. i vi loi ny nn c nhiu chng loi khch hng la chn. Hng ho theo nhu cu c bit l cc hng ho c nhng tnh cht lng c bit m ngi mua sn sng b cng sc tm kim. V d nh cc th mt thi thng, xe t c, cc qun n c sn, cc thy thuc gii. Trong trng hp ny a im bn hng khng quan trng, nhng cn thng tin cho khch hng tim n bit. Hng ho theo nhu cu th ng l cc loi m ngi dng khng hay ngh n, hoc khng bit. V d nh bo him tnh mng. Bn loi hng ho ny i hi n lc Marketing ln, c bit l n lc bn hng c nhn. 102

Cc loi hng ho khc nhau th qu trnh mua ca khch hng khc nhau. Ngi bn cn nm c qu trnh mua ca khch hng bit cch thuyt phc khch hng.

5) Phn loi hng ha l t liu sn xut

a) Nguyn liu th

Nguyn liu th l cc hng ho cho sn xut cha c ch bin (hoc ch mi c s ch). Nguyn liu th bao gm :hong cht, t, g, ct si, nc ly t sng h, bin, lng t ( lc thnh nc sch, nc ngt). Cc sn phm nng nghip nh la m, thc, ng ht, bng th, m cao su, rau qu nguyn liu, ch nguyn liu, vt nui, trng, sa nguyn liu...

b) Vt liu c ch bin v cc chi tit Vt liu c ch bin l cc nguyn liu th c ch bin trong chng mc no (ngc li vi nguyn liu th). Vt liu ch bin s tip tc c ch bin to ra sn phm cui cng. V d phi thp s c ch bin thnh cc loi thp thnh phm khc nhau; si c dt thnh vi; bt m c lm thnh bnh. Cc chi tit th khng cn ch bin na, v s c lp rp to ra cc sn phm hon chnh. V d nh kho ko, cc may qun o, cc linh kin bn dn lp ti vi, ra i , my tnh. c) Thit b lp t Thit b lp t l nhng hng ho c gi tr ln, thi gian s dng di. Gi tr ca thit b c dch chuyn dn dn vo gi tr sn phm ca doanh nghip t chc. Khi mua v, thit b c chuyn thnh ti sn c nh ca bn mua. d) Thit b ph tr Thit b ph tr c s dng trong qu trnh hot ng ca doanh nghip, t chc, nhng khng c nh hng ln n quy m hot ng ca h. Cc thit b thng c gi tr nh, thi hn dng ngn. e) Vt t ph y l nhng loi hng ho dng h tr cho qu trnh hot ng sn xut kinh doanh ca doanh nghip, t chc. Vt t ph c gi tr nh, thi gian s dng ngn, vic mua sm khng i hi nhiu n lc, khng ng vai tr quan trng trong cc yu t u vo ca doanh nghip, t chc. f) Cc dch v Ngoi cc hng ho t liu sn xut trn y, trong qu trnh hot ng ca mnh, cc doanh nghip, t chc cn cn n rt nhiu cc dch v nh ti chnh, bo him, t vn, vn chuyn, lu kho, phn phi, sa cha, bo hnh, nghin cu Marketing, chm sc khch hng, qung co, bu chnh vin thng...

6.2. CC QUYT NH V NHN HIU SN PHM 6.2.1. Khi nim nhn hiu. Cc b phn cu thnh nhn hiu
103

Nhn hiu l tn gi, thut ng, biu tng, hnh v hay mt s kt hp gia cc yu t ny, c dng xc nhn sn phm ca doanh nghip no v phn bit vi cc sn phm cnh tranh. Nh vy, nhn hiu sn phm c tc dng gip khch hng phn bit c sn phm ca doanh nghip vi cc sn phm cng loi. Cc yu t cu thnh ca nhn hiu l: a) Tn nhn hiu Tn nhn hiu l mt b phn ca nhn hiu c th c ln c. Tn cn phi d c, d nh, to hm v cht lng, li ch ca sn phm v phn bit vi cc sn phm khc. V d :

Dng c cm tay Craftman (ngi kho tay) Cam "Sunkist" (ci hn ca mt tri) Nc khong "La vie" (cuc sng) Kem nh rng "Close-up" (gn nhau li) Taxi "Gia nh". Xe my "Dream" (gic m) Xe t "Crown" (vng min)

b) Du hiu ca nhn hiu Du hiu ca nhn hiu l mt b phn ca nhn hiu m ta c th nhn bit nhng khng c ln c. Du hiu bao gm hnh v, biu tng, mu sc, kiu ch cch iu...). c) Nhn hiu c ng k bo h bn quyn Nhn hiu c ng k boh bn quynl ton b nhn hiu hay mt phn ca nhn hiu c ng k bo h ti c quan qun l nhn hiu c bo v v php l. Tn nhn hiu c ng k bo h bn quynthng c ch TM hoc bn cnh (R c ngha l c ng k- Registered). V d: VISA , TIGER TM. d) Quyn tc gi L quyn ca tc gi i vi mt tc phm vn hc, ngh thut, khoa hc hay phn mm m bt k ai mun s dng (sao chp, in li, trnh din...) u phi c php ca tc gi. Du hiu cho bit quyn tc gi (tc gi ng k bn quyn cho sn phm ca mnh). Vit Nam tr thnh thnh vin ca WTO, k cng c Berne, do vy buc phi tun theo cc cam kt thc hin v bn quyn. Nm 2006 Cng ty Hanel (H Ni) cng tng b pht n hn mt t ng do vi phm bn quyn cc phn mm ca Microsoft. c thng tin chi tit hn v bn quyn, c gi c th tham kho thm trong trang web sau y: http://www.dei.gov.vn/. V d: Nguyn T Qung. y l k hiu th hin bn quyni vi phn mm dit vi rt BKAV 2002.

6.2.2. Cc quyt nh lin quan n nhn hiu sn phm

104

Lin quan n chin lc sn phm, doanh nghip cn phi quyt nh mt s vn lin quan n nhn hiu hng ho. l cc vn sau y:

1) Gn hay khng gn nhn hiu cho sn phm?

Sn phm c gn nhn hiu s gy lng tin cho khch hng, gip khch hng phn bit, nhn ra c sn phm ca cng ty trong v s sn phm cng loi, gip cho cc c quan qun l chng hng gi. Tuy nhin, khi gn nhn hiu cng ty phi chi ph cho vic qung co v ng k bo h nhn hiu. Do vy s lm tng chi ph v tng gi bn hng.

2) Ai l ch nhn hiu sn phm?

C th c 3 la chn sau y. Mi loi cng c u nhc im nht nh:

Sn phm c a ra th trng vi nhn hiu ca nh sn xut. Cc nh sn xut c uy tn th nhn hiu ca h c gi tr, do vy nhn hiu ca h tin cy. Sn phm c a ra th trng vi nhn hiu ca nh phn phi trung gian. y thng l cc nh phn phi ln, c uy tn. Sn phm c a ra th trng vi nhn hiu va ca nh sn xut, va ca nh trung gian. Trong trng hp ny sn phm mang uy tn ca c nh sn xut v nh phn phi.

3) t tn cho sn phm nh th no?

C 4 cch t tn cho sn phm nh sau:

Tn nhn hiu ng nht cho tt c cc hng ho do cng ty sn xut. Tn l thng hiu ca cng ty. Tn nhn hiu chung c t cho tng dng h sn phm. Tn kt hp bao gm thng hiu ca cng ty v tn nhn hiu ring ca sn phm Tn nhn hiu ring bit c t ring cho cc loi sn phm khc nhau

Xe t ca Nht Bn c t tn theo kiu hn hp: Toyota Crown, Toyota Corona, Toyota camry... Xe my Nht cng t tn kiu hn hp nh vy: Honda Cup, Honda Dream, Honda Wave, Honda Win... Cc cng ty Bu chnh Vin thng cng thng t tn theo kiu hn hp gm tn ring ca tng dch v kt hp vi logo ca Cng ty. L do l i vi cc cng ty dch v th uy tn, ting tm ca Cng ty c vai tr rt quan trng thu ht khch hng. Mi loi quyt nh c nhng u nhc im ring: Khi t tn chung cho tt c cc sn phm ca cng ty s gim c chi ph qung co, bao b. Cc sn phm ra sau s c tha hng uy tn ca cc sn phm ra trc. Nhng nu n tht bi th cng nh hng xu n cc sn phm khc. Mt khc, vi mt tn chung cho cc loi hng ho khc nhau c th n n s nhm ln cho khch hng v cht lng. Vic gn tn ring cho cc loi sn phm khc nhau ca cng ty s khng rng buc uy tn ca cng ty vi cc loi sn phm c th. Nhng cng ty s phi chi ph thm cho qung co cc sn phm mi vi cc tn mi. Nu cng ty sn xut cc nhm sn phm khc nhau th nn chn quyt nh t tn theo nhm sn phm. 105

Kiu t tn kt hp s va mang c uy tn ca cng ty cho cc loi sn phm, va trnh c nh hng xu cho cc loi sn phm khc nu mt loi sn phm tht bi.

6.3. THNG HIU 6.3.1. Khi nim, ngha ca thng hiu

1) Khi nim
Thng hiu l hnh tng v mt DN, hoc mt loi, hay mt nhm hng ha, dch v trong con mt khch hng; l tp hp cc du hiu phn bit hng ha dch v ca ca DN ny vi hng ha, dch v ca DN khc, hoc phn bit chnh DN ny vi DN khc. Cc du hiu c th l: cc ch ci, con s, hnh v, hnh tng, mu sc, m thanh, hoc s kt hp cc yu t . Du hiu cng c th l s c bit, c sc ca bao b, ng gi hng ha.

2) ngha ca thng hiu

Ni n thng hiu, khch hng lin tng ngay n cht lng hng ha, dch v; n cch ng x ca doanh nghip; n nhng hiu qu, li ch mang li cho khch hng. Nhng du hiu l ci c th hin ra bn ngoi ca hnh tng. Thng qua cc du hiu m khch hng nhn bit c hng ha dch v ca doanh nghip trong v s cc hng ha, dch v cng loi trn th trng. Du hiu cng l cn c php lut bo v thng hiu. Thng hiu l li ha, l cc k vng hin din trong suy ngh mi khch hng v mt sn phm, mt dch v hay mt cng ty no . Thng hiu l nhng g to nn s lin tng v mt cm xc vi khch hng. Thng hiu l du n ca s tin cy. Sn phm c to ra t nh my. Mt nh kinh t, ng Walter Landor ni "Thng hiu hnh thnh trong t duy con ngi".

6.3.2. So snh gia thng hiu v nhn hiu

Khi mt cng ty a mt sn phm mi ra th trng, cng ty phi gn cho sn phm mt nhn hiu no v ng k bo h bn quyn. Sau mt qu trnh phn u chim c lng tin ca khch hng, nhn hiu tr thnh thng hiu n su vo tim thc khch hng. Qu trnh ny tri qua cc cung bc sau y: Nhn hiu (Trademark) hiu (Brand). Nhn hiu tin tng (Trustmark) Nhn hiu yu thch (Lovemark) Thng

So snh gia nhn hiu v thng hiu v mt s tiu ch c tng kt trong bng sau: c trng Thut ng Tnh hu hnh Gi tr Tip cn Bo h Nhn hiu Trademark Nhn thy, s m, nghe, v.v. xc nhn bn ngoi c th hin qua s sch k ton Di gc lut php Lut php tha nhn v bo h Thng hiu Brand Bao gm c hu hnh v v hnh: cm nhn, nhn thc, hnh tng v.v Khng c th hin qua s sch k ton Di gc ngi s dng Ngi tiu dng tha nhn, tin cy, v trung thnh 106

Lm gi Ph trch

C hng gi Lut s, nhn vin php l.

gn b. Khng c thng hiu gi Chuyn vin qun tr thng hiu, chuyn vin marketing.

Hnh 6.1. So snh gia nhn hiu v thng hiu

6.3.3. Cc loi thng hiu

1) Thng hiu c th, hay thng hiu ring
L thng hiu ca tng chng loi, hoc tng tn hng ha, dch v c th. Thng hiu c th c hnh thnh t nhn hiu hng ha. Doanh nghip c nhiu loi hng ha th c nhiu thng hiu khc nhau. V d: Cng ty Vinamilk c nhiu loi sa vi cc thng hiu ring nh: Mikka, ng Th, Hng Ngc, Redielac... Cng ty Honda c cc thng hiu ring cho cc loi xe my: Cup, SuperCup, Dream, Dream II, SuperDream, Future, Wave , @, SH. Cng ty Unilever c nhiu thng hiu ring, tng cng khong 400 thng hiu c bit ca 400 loi hng ho t cc sn phm du gi u, x phng, m phm, ch ung, bt nm... Sau y l mt s trong cc thng hiu : Sunsilk, Clear, Dove, Lifebuoy, Lipton, Knorr... Cng ty Mobifone: Mobi4U, MobiCard, MobiChat, MobiPlay... c im ca thng hiu c bit: thng mang nhng thng p v nhng hng ha, dch v c th (cc tin ch, tnh nng ni tri, tnh u vit). C c tnh ring bit, to cho ngi tiu dng 1 c hi la chn cao nh nhng thuc tnh khc bit c nh v ring cho tng nhm khch hng. Thng hiu c bit lun gn lin vi tng loi hng ha, dch v c th c c tnh ring, mang li li ch ring cho khch hng. N c th tn ti c lp, hoc gn vi cc thng hiu khc (thng hiu gia nh, thng hiu quc gia): Honda Future, Yamaha Sirius; Dove, Sunsilk..Chi ph qung co tng. Nh vy, chin lc thng hiu c bit gip cho sn phm ca cng ty c kh nng cnh tranh cao, ph hp vi th trng cnh tranh mnh.

2) Thng hiu gia nh

Thng hiu gia nh l thng hiu chung cho tt c cc hng ha, dch v ca mt doanh nghip. Tc l, mi hng ha thuc cc chng loi khc nhau ca doanh nghip u mang thng hiu nh nhau. Thng hiu gia nh cn c gi l thng hiu cng ty (Corporate Brand). V d: Samsung dng chung cho cc loi sn phm ca cng ty nh t lnh, ti vi, in thoi, iu ho.. Honda dng chung cho cc loi sn phm ca cng ty nh t, xe my, my thy, my ca, cc loi ng c.... Vietien dng chung cho cc loi sn phm qun o ca cng ty may Vit Tin 107

Thng hiu gia nh c tnh khi qut rt cao, i din cho tt c cc chng loi hng ha ca DN. Nu tnh i din ny b vi phm, th doanh nghip cn phi to ra cc thng hiu c bit cho tng chng loi hng ha, dch v c th chng khng nh hng n thng hiu gia nh. l khi doanh nghip m rng chng loi sn phm. V d: Xe Toyota cha c coi l loi xe cao cp trn th trng t th gii. xm nhp vo th trng t cao cp, cng ty Toyota tung ra th trng M dng xe cao cp c mang mt thng hiu khc l Lexus:

u im ca thng hiu gia nh l chi ph xc tin thp. Tuy nhin, nu mt loi sn phm no b km cht lng th cc loi sn phm khc s b nh hng ly. Thng hiu gia nh c th xut hin c lp trn hng ha, hay i km vi thng hiu c bit, thng hiu quc gia. Thng hiu gia nh thng c xy dng trn c s tn giaodch ca doanh nghip (Vinaconex, Honda, VNPT, Viettel...), hoc phn phn bit trong tn thng mi (ng Tm, Rng ng, Hu ngh, Viettien...), hoc tn ngi sng lp cng ty hay tn lin quan (Honda, Toyota, Ford...)

3) Thng hiu tp th
Thng hiu tp th (cn gi l thng hiu nhm) l thng hiu ca mt nhm, hay mt s chng loi hng ha no , c th do mt c s sn xut, hoc do cc c s sn xut khc nhau sn xut v kinh doanh trong cng mt khu vc a l, gn vi cc yu t xut x a l nht nh. Thng hiu tp th c xy dng trn c s ch dn xut x a l. V d: Nhn lng Hng Yn, vi thiu Thanh H, vang Bordaux, nc mn Ph Quc, gm s Bt Trng... Thng hiu tp th cng c th l thng hiu chung cho hng ha ca cc doanh nghip khc nhau trong cng mt hip hi ngnh hng: Vinacafe (TCT c ph). Mt doanh nghip cng c th c thng hiu nhm. V d nh Tp on Matsu-shita ca Nht Bn c 2 thng hiu nhm: Panasonic v National. Tuy nhin, t cui nm 2003, h loi b thng hiu National. Thng hiu tp th c tnh i din, c pht trin ch yu theo chiu su hn l chiu rng ca ph hng ha. Trong cc yu t ca thng hiu tp th, ngoi tn gi xut x hoc ch dn a l, cn c nhng du hiu ring ca tng doanh nghip thnh vin. V d: Nc mm Ph Quc Knorr.

4) Thng hiu quc gia

Thng hiu quc gia l thng hiu c gn chung cho cc sn phm, hng ha ca mt quc gia no . V d: Thai's Brand, Vietnam Value. Thng hiu quc gia c tnh khi qut v tru tng rt cao. Thng hiu quc gia khng bao gi ng c lp, lun phi gn lin vi cc thng hiu c bit, thng hiu nhm, hay thng hiu gia nh. 108

Mi nc t ra cc tiu chun nht nh i vi nhng sn phm mun mang thng hiu quc gia. Vit Nam a ra cc tiu chun sau y: 1. 2. 3. 4. 5. 6. 7. C sn phm hon chnh, cht lng cao, thit k mu m p; C th trng trong nc v xut khu n nh; C thng hiu ng k xut x ti Vit Nam ; t cht lng theo tiu chun Vit Nam; c cp ng k qun l cht lng theo tiu chun quc t; Doanh nghip c chng trnh duy tr v ci tin cht lng i vi mi mt hng; C b my chuyn trch xy dng v pht trin thng hiu.

6.3.4. Chc nng ca thng hiu

1) Chc nng nhn bit v phn bit
y l chc nng rt c trng v quan trng ca thng hiu (chc nng gc). Qua thng hiu m khch hng nhn bit v phn bit c hng ha ca doanh nghip ny v doanh nghip khc. Cc du hiu ca thng hiu l cn c nhn bit v phn bit. Thng hiu cn gip cho DN phn on th trng. Nhng hng ha vi thng hiu khc nhau s nhm vo cc nhm khch hng khc nhau: xe Spacy nhm vo nhng ngi giu; xe wave nhm vo nhng ngi c thu nhp trung bnh v thp (gi r, tn t nhin liu, gn nh...); xe @ nhm vo nhng KH c thu nhp cao, sang trng, mi m...

2) Chc nng to s cm nhn v tin cy

Thng hiu cn to ra mt n tng, mt cm nhn no ca khch hng v sn phm dch v. Chng hn, cm nhn v s sang trng, s khc bit, s yn tm, thoi mi v tin tung vo hng ha dch v. V d: Bia Tiger cho khch hng cm nhn l bia ca th thao bng . Mun vy, cc qung co ca Tiger gn lin vi bng nhm to s lin tng, cm nhn ca khch hng v thng hiu. Bia Heniken li thng qua cc chng trnh xc tin gn lin vi mn th thao Golf, qun vt. iu ny to ra s cm nhn, lin tng ca khch hng n loi bia sang trng, qu tc. Xe hi Mercedes to cho khch hng cm nhn v s sang trng, thnh t ca ngi s dng. Khi mt thng hiu to c s cm nhn tt v s tin tng ca khch hng, thng hiu mang li cho cng ty mt tp hp khch hng trung thnh.

3) Chc nng thng tin v ch dn

Chc nng ny ca thng hiu th hin ch, thng qua nhng du hiu ca thng hiu m khch hng c th nhn bit c nhng thng tin c bn v hng ho dch v nh gi tr s dng, cng dng, cht lng. iu ny gip cho ngi tiu dng hiu bit v mua sn phm. Cu khu hiu (slogan) trong thng hiu cng cha ng thng ip v li ch cho khch hng, ng thi nh v sn phm nhm vo nhng tp khch hng nht nh. Nghe thng ip nh v sau y chng ta c th bit cc sn phm nhm vo th trng mc tiu no.

Xe hng u cho nhng ngi ng u! 178 - m s tit kim ca cc bn! Pepsi Cola - s la chn ca th h mi!

109

4) Chc nng kinh t

Thng hiu mang trong n mt gi tr hin ti v tim nng, c th hin khi sang nhng thng hiu. Thng hiu l ti sn v hnh rt c gi tr ca doanh nghip. Thng hiu ni ting th hng ho dch v s bn chy hn, gi bn cng cao hn, d xm nhp th trng. Th nhng, c mt thng hiu uy tn, cng ty phi u t nhiu thi gian v cng sc. Nhng thng hiu mang li hiu qu ln hn chi ph u t nhiu! Hng nm, tp ch Business Week a ra bng xp hng 100 thng hiu ng u th gii v gi tr c tnh ca chng. Sau y l 10 thng hiu hng u nm 2002: 1. Coca-Cola : 69,9 t USD. 2. Microsoft : 64,0 t USD. 3. IBM : 51,0 t USD. 4. GE : 41,0 t USD. 5. Intel :30,0 t USD. 6. Nokia : 29,9 t USD. 7. Disney : 29,2 8. Mc.Donald's : 26,3 9. Marlboro : 24,1 10. Mercedes : 21,0

Philip Moris mua li Kraft vi gi gp 4 ln gi tr ti sn hu hnh. Nestle tr gp 5 ln gi tr hu hnh mua li Rowntree. Tai Vit Nam, Unilever mua thng hiu P/S vi gi 5 triu USD trong khi ti sn hu hnh ch l 1 triu USD. Pamolive mua D Lan gi 2,9 triu USD. Kinh mua Wall vi gi 1 triu USD, nhng phi tr li thng hiu Wall sau 2 nm. Vit Nam tr thnh thnh vin ca WTO. c th xut khu hng ho ca mnh, cc doanh nghip Vit Nam bt u ch trng n vic xy dng v pht trin thng hiu. Chng ta cng c nhng thng hiu c uy tn nh "Ch tuyt", "Nc mm Ph Quc", c ph "Trung Nguyn"... Tuy nhin, hin nay nhiu doanh nghip Vit Nam rt t quan tm n xy dng v pht trin thng hiu cho hng ho ca mnh. Mun tng kh nng cnh tranh ca hng ho Vit Nam v tng gi tr xut khu, cc doanh nghip Vit Nam phi xy dng v pht trin ngay cc thng hiu, v y l cng vic i hi cng sc lu di. V d: Vit Nam l nh xut khu go c th hng trn th gii. Tuy nhin, go Vit Nam vn cha c thng hiu. Khi c bn l trong nc, ngi mua kh nhn bit loi go no? Ai sn sut? Khi c bn nc ngoi, n c gn thng hiu ca nh phn phi mua go ca Vit Nam. Do vy, iu ny l mt trong cc nguyn nhn dn n tnh cnh tranh ca go Vit Nam khng cao, gi bn thp, lm cho cc nh xut khu go Vit Nam thua thit ln.

6.4. QUYT NH V BAO GI SN PHM 6.4.1. Khi nim bao gi v tm quan trng ca n
Nu quan st trn th trng, c th thy rng hu ht cc sn phm (hng ha) cho bn u c bao gi. iu ny cho thy tm quan trng ca bao gi. Bao gi bao gm 4 yu t cu thnh in hnh: Lp tip xc trc tip vi sn phm; lp bo v lp tip xc; lp bao b vn chuyn; nhn hiu v cc thng tin m t hng ha. Ngy nay, trong mi trng cnh tranh, khch hng c nhiu c hi la chn, v ngy cng kh tnh. Bao gi tr thnh cng c khng th thiu trong cc hot ng Marketing v cc l do sau y: 110

Cc siu th, ca hng t phc v, t chn ngy cng nhiu. V do vy, bao b c vai tr khng th thiu bo v, xc tin cho hng ho. Kh nng mua sm ca ngi tiu dng ngy cng cao. Do vy, h i hi khng ch hng ho tt m bao b cng phi p tng xng. Bao gi gip c lc cho vic to ra hnh nh thng hiu ca cng ty. Bao gi to ra s cm nhn tt v s i mi sn phm.

6.4.2. Cc quyt nh v bao gi

bao gi hon thnh tt vai tr ca mnh, nh qun tr Marketing phi a ra mt lot cc quyt nh nh sau: 1. Xy dng quan nim v bao gi: bao gi phi tun theo cc nguyn tc no? Bao gi ng vai tr g i vi 1 mt hng c th? Bao gi phi cung cp nhng thng tin g v sn phm? 2. Quyt nh v cc vn : kch thc, hnh dng, vt liu, mu sc, ni dung trnh by? 3. Quyt nh v vic c gn nhn hiu hay khng? 4. Quyt nh v th nghim v cc kiu bao gi? 5. Quyt nh v vic cung cp cc thng tin g trn bao b sn phm (thng tin v loi sn phm; thng tin v phm cht sn phm; thng tin v ngy sn xut, ni sn xut; thng tin v cc c tnh ca sn phm; thng tin v cch s dng, bo qun; thng tin v thng hiu...). Nhng thng tin ny phi tun theo cc quy nh ca lut php.

6.5. QUYT NH V DANH MC V CHNG LOI SN PHM 6.5.1. Khi nim danh mc v chng loi sn phm
Danh mc sn phm l danh sch y ca tt c cc sn phm em bn ca mt cng ty. Danh mc ny c xp xp (chia) thnh cc chng loi sn phm khc nhau. Chng loi sn phm l mt nhm cc sn phm tng t v cc c tnh vt l ginh cho cc s dng tng t. B rng ca danh mc sn phm c o bng s cc chng loi sn phm trong danh mc sn phm. B su ca danh mc sn phm c o bng loi cc kch thc, mu sc v model c trong mi dng sn phm. Trong chng loi sn phm ca cng ty BIC c 4 chng loi sn phm l: Bt, Dao co ru, Bt la, Nc hoa. chnh l b rng ca chng loi sn phm. B su ca danh mc sn phm tu thuc vo tng chng loi sn phm. V d, i vi chng loi sn phm th nht ca BIC c 5 loi sn phm - 5 mu khc nhau (xem hnh 6.2).

111

Danh mc sn phm ca Cng ty "PROCTER AND GAMBLE" - P&G (mt cng ty M c lin doanh ti Vit Nam) bao gm 6 chng loi sn phm l: Cht ty ra, Thuc nh rng, X phng bnh, Thuc kh mi, T lt... Danh mc sn phm ca Cng ty "AVON" bao gm 1300 mt hng khc nhau, c chia thnh 3 chng loi sn phm chnh l: M phm, trang sc, Hng gia dng. Trong mi chng loi sn phm li c nhiu mt hng ring bit gm cc nhm sn phm nh: Sp mi, Phn hng, Phn trng... Trong danh mc sn phm ca Tp on BCVT th cc dch v Bu chnh, cc dch v Vin thng, cc sn phm cng nghip vin thng l ba chng loi sn phm. Nhng nu xt trong Tng cng ty Bu chnh (Cng ty con ca Tp on) th bn thn danh mc cc dch v bu chnh li c th chia thnh 5 chng loi sn phm nh trong Hnh 6.3.

6.5.2. Cc quyt nh v danh mc, chng loi sn phm

112

1) Quyt nh m rng hoc thu hp b rng ca danh mc sn phm

Quyt nh ny v b rng ca danh mc sn phm dn n vic tng hoc gim cc dng sn phm, tc l m rng hoc thu hp chng loi sn phm. C 2 trng hp sau :

Nu chng loi sn phm hin ti ca cng ty hp, th c th b sung thm cc chng sn phm mi tng li nhun, tng an ton, tn dng nng lc sn xut d tha, chim lnh th trngcn b trng. Cc chng loi sn phm mi c th lin quan hoc khng lin quan n cc chng loi sn phm hin ti.

Cng ty Xun Ho a thm chng loi sn phm mi l bn gh gp. V chng loi sn phm mi ny bn rt chy. iu ny gip cho cng ty pht trin mnh sn xut rt mnh. tng doanh thu, v cnh tranh vi cc dch v vin thng, Bu chnh cc nc a thm cc chng loi sn phm mi nh Bu chnh in t; vn chuyn hng ho trong giy chuyn gi tr ca thng mi in t; i l bnl; lnh ho giao ngn; kho vn...

Nu b rng ca danh mc sn phm rng th c th thu hp, gim bt, loi b mt s chng loi sn phm. Khi mt cng ty mun chim lnh nhiu th trng th h s p dng chin lc m rng danh mc sn phm. Ngc li, khi cng ty quan tm n t sut li nhun cao th thng thu hp b rng ca danh mc sn phm, bng cch b bt cc chng loi sn phm t sinh li, ch nhm vo cc chng loi sn phm sinh li cao.

2) Quyt nh tng hoc gim chiu su ca cc chng loi sn phm

Cng tng t nh trn, cng ty c th thm hoc bt cc sn phm trong mi chng loi sn phm. Khi mt sn phm bc vo giai on bo ho, cng ty c th thc hin chin lc i mi sn phm bng cch ci tin sn phm hin hnh v loi b sn phm . Cc cng ty xe my ca Nht Bn thng hay p dng chin lc ny. Nh th, cc i th cnh tranh cng kh m theo kp h. Trong chng loi "Bn l", Bu chnh nhiu nc a thm vo rt nhiu dch v nh bn v my bay, v tu ho, v xe but, v chiu bng, ...

3) Quyt nh v chin lc pht trin chng loi sn phm

Chng loi sn phm ca mt cng ty cng l mt b phn ca chng loi sn phm ton ngnh. Chin lc pht trin chng loi sn phm c th c thc hin theo cc hng l ln pha trn, xung pha di, hoc theo c 2 hng theo hai bin s l cht lng v gi c, hoc pht trin sang gc trn bn tri (Hnh 6.4.).

113

a)Pht trin ln trn. Khi cng ty ang kinh doanh cc sn phm th trng pha di: cht lng thp, gi thp, cng ty c th vn ln th trng pha trn vi cht lng cao, gi cao nhm t mc sinh li cao, tc tng trng cao hn, hoc lm cho chng loi sn phm phong ph thm cho khch hng.Chin lc ny c mo him nht nh khi bc vo mt th trng mi. Cc cng ty t Nht sau khi c ch ng vng chc th trng pha di vn ln th trng pha trn bng dng xe cao cp Lexus. b) Pht trin xung pha di. y l chin lc i theo hng ngc li so vi chin lc trn vi mc tiu l cn tr cc i phng hoc xm nhp vo th trng ang tng trng nhanh. Sai lm ca Cng ty "General Motor" l khng pht trin xung pha di. Kt qu l cc cng ty t ca Nht xm chim cc th trng t gi thp, xe nh gi khng cao. Nhiu cng ty Vit Nam sai lm khi ch ch trng n th trng xut khu, m qun mt th trng rng ln trong nc vi yu cu khng cao. V l thi c tt hng ho Trung Quc cht lng thp trn vo. c) Pht trin theo hai pha, va ln va xung. Mc tiu ca chin lc ny l chim lnh ton b th trng. Cng ty "Texas Instrumnent" (M) thc hin chin lc ny. d) Pht trin ln gc trn bn tri: Cht lng cao gi thp. cnh tranh, cc cng ty Vit Nam c th thc hin chin lc ny vi li th v chi ph cc u vo thp. Cng ty sn xut n p Lioa thc hin chin lc ny vi phng chm: "Cht lng ngoi, gi ni". Rt nhiu loi hng ho Vit Nam c cht lng tng ng sn phm nc ngoi, nhng gi ch bng mt phn nh.

6.6. CC QUYT NH V DCH V KHCH HNG 6.6.1. Khi nim dch v khch hng
Dch v khch hng (customer service) l cc dch v b xung ti thiu i km theo sn phm ct li khi bn sn phm cho khch hng. Trong phntrn chng ta nghin cu khi nim cc cp ca sn phm. Dch v khchhng thuc vo cp 3, l hng ho b sung, nng cao. Dch v khch hng bao gm cc dch v nh bo hnh, sa cha, hnh thc thanh ton,giao hng ti nh, lp t, hun luyn, t vn la chn s dng sn phm, cung cp y thng tin v sn phm..., nhm lm tng thm gi tr ca sn phm ct li, gip cho khch hng tin li hn, hi lng hn. Cp ny chnh l v kh cnh tranh ca cng ty. Cc dch v khch hng s ngy cng phong ph hn khi mc cnh tranh trn th trng cng mnh hn. 114

Nh vy, dch v khch hng l mt b phn cu thnh quan trng ca sn phm m chng ta em bn ra th trng. Thiu dch v khch hng th sn phm xem nh l cha hon chnh.

6.6.2. Cc quyt nh v dch v khch hng

Lin quan n vic cung cp dch v khch hng, nh qun tr Marketing phi thng qua 3 quyt nh sau y:

Quyt nh v ni dung dch v cung cp cho khch hng Quyt nh v mc dch v cung cp cho khch hng Quyt nh v hnh thc cung cp dch v cho khch hng

1) Quyt nh v ni dung dch v cung cp cho khch hng

Theo t duy ch bn nhng th m khch hng cn, thc hin quyt nh ny, cng ty cn tin hnh nghin cu nhu cu ca khch hng xc nh chnh xc ni dung dch v m h mang mun c cung cp.

2) Quyt nh v mc dch v cung cp cho khch hng

Cng ty cng cn quyt nh mc dch v cn cung cp, tc l v khi lng v cht lng dch v cn cung cp. Cn c thc hin quyt nh ny l cc thng tin thu c qua nghin cu nhu cu ca khch hng v tnh hnh cung cp dch v khch hng ca cc i th cnh tranh. i vi cc khch hng cng quan trng th mc cung cp dch v khch hng cng cao mi c th p ng nhu cu ring ca h. Mt khc, do cnh tranh nn cc i th cng ch trng c bit n nhm cc khch hng ln v vn cung cp dch v khch hng cho h.

3) Quyt nh v hnh thc cung cp dch v cho khch hng

Cng ty cn phi quyt nh v hnh thc cung cp dch v cho khch hng. C th c cc hnh thc sau y cn xem xt la chn:

Cng ty t t chc mng li cung cp dch v khch hng Cng ty thu cc t chc khc thc hin vic cung cp dch v khch hng Cng ty tho thun vi cc nh phn phi h m nhn vic cung cp dch v khch hng.

Mi hnh thc ny c u nhc im ring. Trong trng hp c th cn phn tch y u nhc im ca chng la chn hnh thc ph hp.

6.6.3. Chm sc khch hng

1) Khi nim
Chm sc khch hng l tt c nhng g m mt doanh nghip cn thit phi lm tho mn nhu cu v mong i ca khch hng. Ni mt cch khc, chm sc khch hng l phc v khch hng theo nh cch h mong mun.

115

2) S khc nhau gia chm sc khch hng v dch v khch hng

Gia khi nim chm sc khch hng (Customer Care) v dch v khch hng (Customer Service) c nhng im chung v nhng im ring. Ni mt cch khi qut, chm sc khch hng c ni dung rng hn so vi dch v khch hng. Dch v khch hng l cc dch v gia tng ti thiu i km theo khi bn sn phm cho khch hng. Nhng chm sc khch hng mang ngha rng ln hn, khng ch l cc dch v gia tng ti thiu, m cn mang kha cnh con ngi, tng t nh khi ta chm sc nhng ngi bn, ngi thn nhm chim c thin cm ca khch hng khi mua hng. Chm sc khch hng l hot ng mang tnh chin lc cnh tranh ca doanh nghip tip cn v gi khch hng c bng l tr v tnh cm. u t cho chm sc khch hng khng phi l cc khon chi ph thng thng, m l u t c tnh lu di, mang tm chin lc, v phi da trn nn tng ca vn ho doanh nghip, mt vn cng phi u t v pht trin lu di. Chm sc khch hng bn ngoi c lin h mt thit vi chm sc khch hng bn trong. Khch hng bn trong c chm sc tt l nn tng, l tin khch hng bn ngoi c chm sc tt. V nh vy, vn ho doanh nghip l nn tng, l c s doanh nghip thc hin tt cng tc chm sc khch hng. Chng ta s nghin cu chi tit vn chm sc khch hng k hn trong chuyn "Qun tr bn hng". c gi cng c th tham kho vn ny trong cun sch "Bn hng v qun tr bn hng trong doanh nghip Bu in" ca cng tc gi Nguyn Thng Thi. Sch do Nh xut bn Bu in xut bn thng 12 nm 2006.

6.7. THIT K V MARKETING SN PHM MI 6.7.1. Khi nim sn phm mi

Do th hiu, nhu cu tiu dng thay i nhanh chng, do cng ngh bin i nhanh, do cnh tranh nn doanh nghip phi lun lun quan tm n vic pht trin sn phm mi nu mun tn ti. sn xut ra sn phm mi, doanh nghip c th t nghin cu to ra sn phm mi, c th mua bng sng ch, giy php hoc mua cng ty khc c sn xut sn phm mi. Sn phm mi c th gm cc dng sau y:

Hon ton mi v nguyn tc cha ni no c Sn phm ci tin t sn phm c Sn phm mi cc nc khc, cha c trin khai nc ta

Dch v hon ton mi v nguyn tc thng th khng phi l nhiu. Trong khi , hai loi sn phm mi sau l tng i ph bin. Trong lnh vc BCVT, rt nhiu dch v BCVT c a vo Vit Nam thuc vo dng th 2 v 3. L do l do ngnh BCVT ca chng ta i sau cc nc khc. Do vy, tu vo tnh hnh pht trin kinh t m c th a thm cc sn phm mi vo th trng. Chng ta v ang trin khai cc dch v mi nh: in thoi VoIP, in thoi di ng ni vng, in thoi Internet, Internet tc cao, Truyn hnh theo yu cu - VOD... vo Vit Nam trong thi gian my nm u cua nhng nm 2000.

6.7.2. Cc giai on pht trin sn phm mi

nng cao kh nng thnh cng ca sn phm mi, cn phi pht trin n theo mt quy trnh khoa hc.

116

1) Hnh thnh tng sn phm mi

y l bc u tin ca qu trnh pht trin sn phm mi. trnh sai lm, cc tng sn phm mi phi theo nh hng chin lc ca cng ty, phc v cho mc tiu chin lc m cng ty theo ui. Mc tiu ca giai on ny l tp hp cng nhiu cng tt cc tng sn phm mi theo nh hng chin lc ca cng ty.

2) Sng lc tng (nh gi tng)

Giai on ny c mc tiu loi b cc tng khng ph hp. Mun vy, cc cng ty thng lp ra mt Ban ph trch sn phm mi. Trn c s cc tng sn phm mi, nhm nghin cu sn phm mi phi tng trnh trc Ban v cc ni dung sau i vi mi tng: M t hng ho, th trng mc tiu, i th cnh tranh, quy m th trng d kin, gi c d kin, thi gian v kinh ph cn pht trin sn phm mi, kinh ph t chc sn xut v li nhun d kin. y cng l cc tiu ch nh gi tng.

3) Son tho v thm nh d n sn phm mi

D n sn phm mi l mt phng n nghin cu k ca cc tng, c th hin bng cc khi nim c ngha i vi ngi tiu dng, v khch hng khng mua tng, m mua sn phm c th. Cc d n c trnh by cho mt nhm khch hng chn lc thm nh.

4) Son tho chin lc Marketing cho sn phm mi

Sau khi thm nh, chin lc Marketing s c son tho cho sn phm mi c chp thun. Qua chin lc Marketing ca tng sn phm m Ban lnh o la chn sn phm c li th nht.

5) Thit k sn phm mi
Giai on ny s chuyn d n sn phm mi c chp thun qua giai on 4. Sn phm mi c thit k, ch to. Sau c em ra th nghim vn hnh c s tham gia ca khch hng.

6) Th nghim sn phm mi trn th trng (bn th)

Trong giai on ny, sn phm c th nghim trong iu kin gn vi th trng trn quy m nh rt kinh nghim, iu chnh trc khi thng mi ho trnh cc sai lm trn quy m ln.

7) Sn xut hng lot v tung ra th trng (thng mi ho sn phm)

Sau khi tri qua th nghim, sn phm mi c chp thun, c iu chnh v tung ra th trng. Trong giai on ny cng ty phi quyt nh cc vn tung ra th trng u, nhm vo ai, v nh th no (tc l phi tun theo k hoch Marketing son tho).

6.8. 6.8.1. Khi nim chu k sng

Chu k sng (hay vng i) ca sn phm l thut ng m t s bin i ca doanh s bn sn phm t khi sn phm c tung ra th trng cho n khi n phi rt ra khi th trng (Product life cycle). Nh vy, mi sn phm cng c mt vng i nh mt sinh vt. Chu k sng c lp cho tng loi sn phm hoc nhm sn phm. Ngi ta thng dng th m t chu k sng ca sn phm. 117

CHU K SNG CA SN PHM 6.8.2. Cc giai on ca chu k sng cu sn phm

C th chia chu k sng thnh 4 giai on nh sau (xem hnh 6.6.):

Giai on trin khai sn phm mi Giai on tng trng Giai on chn mui Giai on suy thoi

Mi giai on ca chu k sng c cc c im ring, do vy cng ty phi c cc chnh sch ring ph hp cho mi giai on.

1) Giai on trin khai sn phm mi

y l giai on m u ca chu k sn xut. c im ca giai on ny l doanh thu t v tng chm, li nhun thp hoc thm ch l vn. C cc l do chnh nh sau:

Khch hng cn cha tin vo sn phm mi, cn cha t b thi quen tiu dng c trc y. H thng phn phi ca cng ty cn cha hon chnh. Sn phm cn c th cha hon chnh

Ngoi ra, cn c th c nguyn nhn do nng lc sn xut ca cng ty cn hn ch, dy chuyn sn xut mi cn c trc trc v k thut. Chin lc Marketing ca cng ty trong giai on ny l:

Tng cng qung co, gii thiu, khuyn mi sn phm, to iu kin thun li cho khch hng mua. Khuyn khch cc trung gian Marketing Tp trung n lc bn hng vo nhm cc khch hng c iu kin mua nht (nhm nhng ngi a i mi). 118

2) Giai on tng trng

y l giai on tiu th thun li. Khch hng bt u tn nhim sn phm. Do vy, sn phm bt u bn chy. Doanh thu v li nhun tng nhanh, nhng cnh tranh cng xut hin. ko di giai on ny cng ty cn thc hin cc chin lc sau:

Ci tin, nng cao cht lng sn phm, i mi mu m sn phm Xm nhp vo cc th trng mi S dng nhng knh phn phi mi Kp thi h gi thu ht thm khch hng C th gim bt mc qung co

3) Giai on chn mui

Nhp tng trng bt u chm li, li nhun cng bt u gim. Nguyn nhn l do cnh tranh gay gt, do sn phm khng p ng c nhu cu ca khch hng. Mt s i th yu rt lui khi th trng. Chin lc tn ti trong giai on ny l: i mi cc chin lc Marketing mix nh ci bin tnh cht v hnh thc sn phm, gim gi, khuyn mi, tng thm dch v khch hng, thay i knh tiu th tm th trng mi cho sn phm, thay i mt s yu t, c tnh ca sn phm. Cc cng ty Nht Bn l nhng in hnh v ci tin sn phm. Xe my, t ca h lun lun c ci tin mu m khi sn phm c chn mui. Cat xet nghe nhc "Walkman" l mt thnh cng ln ca hng Sony v ci tin sn phm.

4) Giai on suy thoi

Doanh thu, li nhun u gim mnh trong giai on ny. Nguyn nhn l do th hiu thay i, cng ngh thay i to ra cc sn phm cnh tranh thay th. Mt s i th rt lui khi th trng. S cn li thu hp chng loi sn phm, t b cc th trng nh, ct gim chi ph xc tin, h gi bn (bn nhanh thu hi vn) v chun b tung ra sn phm mi thay th. V d1: Dch v in bo hin ang trong giai on suy thoi. Nguyn do l b cc dch v vin thng hin i cnh tranh. Do vy, cn thc hin chin lc gim gi, bn nhanh thu hi vn. Bn thn Cng ty in bo thuc Bu in H Ni cng phi thay tn i h thnh cng ty Vin thng v cung cp cc dch v mi nh nhn tin, dch v in thoi di ng ni vng Cityphone. V d2: Vo u nhng nm 2000, dch v nhn tin Paging b dch v in thoi di ng cnh tranh gay gt do gi cc di ng ngy cng gim. Khch hng s dng dch v Paging chuyn dn sang dng dch v di ng. Kt qu l s thu bao nhn tin ti H Ni t 14 ngn gim xung cn 2 ngn vo nm 2004. Trong trng hp ny cng ty buc phi thc hin chin lc gim gi bn nhanh thu hi vn. V sau , Cng ty a ra th trng "Dch v di ng ni vng Cityphone" thay th. V d 3: Dch v th thng b cc dch v vin thng cnh tranh mnh nn suy gim gh gm. b p vo doanh thu gim st cn a ra cc dch v mi thay th. l cc dch v th lai ghp nh DataPost, Mail to letter; dch v chuyn pht nhanh, dch v th in t...

CU HI N TP V THO LUN
119

1. Marketing quan nim nh th no v sn phm? Quan im sn phm theo Marketing c g khc so vi quan im thng thng khng (*)

Quan im sn phm theo Marketing rng hn, khi qut hn so vi quan im thng thng. Sn phm theo Marketing bao gm 3 cp : sn phm ct li; sn phm hin thc; sn phm hon chnh. Quan im sn phm thng thng ch tng ng vi cp 1 ca sn phm theo quan im Marketing. Quan im sn phm theo Marketing c li ch g cho doanh nghip? Sinh vin t tm cu tr li.

2. Sn phm gm cc cp no? Phn bit cc cp ca sn phm c mc ch g? (*) Sn phm theo quan im Marketing gm c 3 cp nh sau: - Sn phm ct li: Cp ny tr li cu hi: V thc cht sn phm ny s mang li nhng li ch ct li g cho khch hng hng? - Sn phm hin thc: Cp ny bao gm nhng yu t phn nh s tn ti ca sn phm nh: cc ch tiu phn nh cht lng, cc c tnh, b cc bn ngoi, nhn hiu, tn nhn hiu, bao b. Thng qua cc yu t ny cng ty c th gip khch hng phn bit c sn phm ca mnh vi sn phm cnh tranh. Khch hng cng cn c vo cc yu t ca cp ny la chn trong cc sn phm cng loi (mang li cng li ch c bn). - Sn phm hon chnh: Cp ny bao gm cc yu t dch v khch hng, nhm gip cho khch hng tin li hn, hi lng hn. l cc dch v nh bo hnh, sa cha, hnh thc thanh ton, giao hng ti nh, lp t, hun luyn...Cp ny chnh l v kh cnh tranh ca cng ty. Cc dch v ca lp ny s ngy cng phong ph cng vi mc cnh tranh trn th trng. - Sinh vin v 3 vng trn th hin 3 cp sn phm - Sinh vin ly v d v phn tch theo nh ngha. 3. Hy xc nh cc cp ca mt sn phm no tu chn 4. Phn tch v nhn hiu sn phm v cc quyt nh v nhn hiu sn phm. 5. Phn tch cc c trng trong mi giai on ca chu k sng v cc chnh sch Marketing tng ng (*) C th chia chu k sng thnh 4 giai on nh sau:

Giai on trin khai sn phm mi Giai on tng trng Giai on chn mui Giai on suy thoi

- Mi giai on ca chu k sng c cc c im ring, do vy cng ty phi c cc chnh sch ring ph hp cho mi giai on. a) Giai on trin khai sn phm mi c im ca giai on ny l doanh thu t v tng chm, li nhun thp hoc khng c. L do nh sau: 120

Khch hng cn cha tin vo sn phm mi, cn cha t b thi quen tiu dng c. H thng phn phi ca cng ty cn cha hon chnh Sn phm cn c th cha hon chnh

Chin lc Marketing trong giai on ny l:

Tng cng qung co, gii thiu, khuyn mi sn phm, to iu kin thun li cho khch hng mua. Khuyn khch cc trung gian Marketing Tp trung n lc bn hng vo nhm cc khch hng c iu kin mua nht (nhm nhng ngi a i mi)

b) Giai on tng trng y l giai on tiu th thun li. Khch hng chp nhn sn phm. Do , sn phm bn chy. Doanh thu li nhun tng nhanh, nhng cnh tranh cng xut hin. ko di giai on ny cng ty thc hin cc chin lc sau:

Ci tin, nng cao cht lng sn phm, i mi sn phm Xm nhp vo cc th trng trng mi S dng nhng knh phn phi mi Kp thi h ga thu ht thm khch hng

c) Giai on chnmui Nhp tng trng bt u chm li, li nhun cng bt u gim. Nguyn nhn l do cnh tranh gay gt, do sn phm khng p ng c nhu cu ca khch hng. Mt s i th yu rt lui khi th trng. Chin lc tn ti trong giai on ny l:

i mi cc chin lc Marketing mix nh gim gi, khuyn mi, tng thm dch v khch hng, thay i knh tiu th tm th trng mi cho sn phm, thay i mt s yu t, c tnh ca sn phm.

d) Giai on suy thoi Doanh thu, li nhun u gim mnh trong giai on ny. Nguyn nhn l do th hiu thay i, cng ngh thay i to ra cc sn phm cnh tranh thay th. Mt s i th rt lui khi th trng. S cn li thu hp chng loi sn phm, t b cc th trng nh, ct gim chi ph chiu th, h gi bn (bn nhanh thu hi vn) v chun b tung ra sn phm mi thay th. Sinh vin cn v th chu k sng ca sn phm 6. Phn tch cc giai on trong qu trnh pht trin sn phm mi? 7. Th no l danh mc sn phm? 8. Phn tch cc quyt nh v chin lc pht trin chng loi sn phm.(*) Cc quyt nh v chin lc pht trin chng loi sn phm bao gm: 1) Quyt nh m rng hoc thu hp b rng ca danh mc sn phm 121

Sinh vin phn tch khi no th doanh nghip cn m rng, khi no th cn thu hp b rng ca danh mc sn phm. Cho v d thc t minh ho. 2) Quyt nh tng hoc gim chiu su ca cc chng loi sn phm Sinh vin phn tch khi no th doanh nghip cn tng, khi no th cn gim b su ca chng loi sn phm. Cho v d thc t minh ho. 3) Quyt nh v chin lc pht trin chng loi sn phm C 3 hng pht trin: i ln; i xung; i c 2 hng ln v xung. sinh vin phn tch tng hng pht trin. 9. Hy chn mt sn phm no v nu cc tng sng to sn phm mi kiu ci tin 10. Hy tm cc doanh nghip ni chung, hoc cc doanh nghip Bu in ni ring v phn tch cch gn nhn hiu sn phm khc nhau v ngha ca cc quyt nh . (*) Trc ht trnh by cc quyt nh v gn nhn hiu sn phm: a)C gn hay khng gn nhn hiu sn phm? Sn phm c gn nhn hiu s gy lng tin cho khch hng, gip khch hng phn bit, nhn ra c sn phm ca cng ty trong v s sn phm cng loi, gip cho cc c quan qun l chng hng gi. Tuy nhin, khi gn nhn hiu cng ty phi chi ph cho vic qung co v ng k bo h nhn hiu. Do vy s lm tng chi ph v tng gi bn. b)Ai l ch nhn hiu sn phm? C th c 3 la chn sau y. Mi loi cng c u nhc im nht nh:

Sn phm c a ra th trng vi nhn hiu ca nh sn xut. Cc nh sn xut c uy tn th nhn hiu ca h c gi tr, do vy nhn hiu ca h tin cy. Sn phm c a ra th trng vi nhn hiu ca nh phn phi trung gian. y thng l cc nh phn phi ln, c uy tn. Sn phm c a ra th trng vi nhn hiu va ca nh sn xut, va ca nh trung gian. Trong trng hp ny sn phm mang uy tn ca c nh sn xut v nh phn phi.

- Cn c vo c s l lun trn v gn nhn hiu sn phm phn tch cc cch gn nhn hiu khc nhau do sinh vin a ra. Nu ngha ca cc cch gn nhn hiu. 12. Hy tm cc v d v cc cch t tn sn phm khc nhau v ngha ca n. 13. Trnh by cc quyt nh v dch v khch hng. (*) Cc doanh nghip ln nh ngn hng, bu in c cc phng thc cung cp dch v khch hng nh th no? Lin quan n vic cung cp dch v khch hng, nh qun tr Marketing phi thng qua 3 quyt nh sau y:

Quyt nh v ni dung dch v cung cp cho khch hng 122

Quyt nh v mc dch v cung cp cho khch hng Quyt nh v hnh thc cung cp dch v cho khch hng Quyt nh v ni dung dch v cung cp cho khch hng:

Theo t duy ch bn nhng th m khch hng cn, thc hin quyt nh ny, cng ty cn tin hnh nghin cu nhu cu ca khch hng xc nh chnh xc ni dung dch v m h mang mun c cung cp. Quyt nh v mc dch v cung cp cho khch hng Cng ty cng cn quyt nh mc dch v cn cung cp, tc l v khi lng v cht lng dch v cn cung cp. Cn c thc hin quyt nh ny l cc thng tin thu c qua nghin cu nhu cu ca khch hng v tnh hnh cung cp dch v khch hng ca cc i th cnh tranh. i vi cc khch hng cng quan trng th mc cung cp dch v khch hng cng cao mi c th p ng nhu cu ring ca h. Mt khc, do cnh tranh nn cc i th cng ch trng c bit n nhm cc khch hng ln v vn chm sc khch hng. Quyt nh v hnh thc cung cp dch v cho khch hng Cng ty cn phi quyt nh v hnh thc cung cp dch v cho khch hng. C th c cc hnh thc sau y cn xem xt la chn:

Cng ty t t chc mng li cung cp dch v khch hng Cng ty thu cc t chc khc thc hin vic cung cp dch v khch hng Cng ty tho thun vi cc nh phn phi h m nhn vic cung cp dch v khch hng.

Mi hnh thc ny c u nhc im ring. Trong trng hp c th cn phn tch y u nhc im ca chng la chn hnh thc ph hp. Trong trng hp mt s doanh nghip nh Bu in, Ngn hng.., vic cung cp dch v khch hng c th thc hin di cc hnh thc sau y:

Cung cp tp trung trc tip ti cc trung tm dch v khch hng. Cung cp tp trung gin tip qua in thoi, Internet. Cung cp phn tn trc tip ti tt c cc im giao dch vi khch hng. Cung cp phn tn, trc tip cho cc khch hng ln ti a ch ca khch hng.

14. Hy a ra cc quyt nh v dch v khch hng i vi mt sn phm no tu chn. 15. T duy "ch bn nhng th m khch hng cn" c th hin nh th no trong cc quyt nh v sn phm (*)

T duy "Bn nhng th m khch hng cn" l t duy bao trm ca Marketing, c th hin qua cc chng trnh Marketing hn hp ni chung v cc quyt nh v sn phm ni ring. Nh vy, cc quyt nh v sn phm phi cn c vo khch hng. sn phm p ng c nhu cu ca khch hng th trc ht sn phm phi nhm vo th trng mc tiu nht nh, tc l cng ty phi thit k v bn sn phm cho mt th trng c nghin cu k lng. Cht lng sn phm phi theo quan im: Cht lng nh khch hng mong mun". tng sn phm mi phi xut pht t th trng. Tn gi ca sn phm cng phi chn sao cho khch hng d c, d nh, gy n tng tt cho khch hng, c ngha vi khch hng ... 123

Trong qu trnh thit k sn phm, DN phi th nghim th trng iu chnh sn phm theo nhu cu mong mun ca khch hng. Trong qu trnh cung cp sn phm cho th trng, cng ty lun lun thu nhn thng tin phn hi t khch hng iu chnh cc chin lc, trong c chin lc sn phm ( Sinh vin cho v d). Cc dch v khch hng i km sn phm phi c thit k xut pht t nhng iu khch hng mong mun. Nh vy, cc quyt nh v sn phm cng phi xut pht t th trng.

16. Nu hng ha, dch v ca mt cng ty c phn phi qua trung gian, th nn s dng kiu thng hiu no trong 3 kiu sau y: (*) a) Ly thng hiu ca nh sn xut b) Ly thng hiu ca nh phn phi c) Ly thng hiu ca c hai Hng dn tr li a. Ly thng hiu ca nh sn xut nu thng hiu nh sn xut c ting, thng hiu nh phn phi cha c ting b. Ly thng hiu ca nh phn phi nu thng hiu nh phn phi c ting, thng hiu nh sn xut cha c ting c. Ly thng hiu ca c hai nu thng hiu ca c 2 u c uy tn.

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Chng 7: Cc quyt nh v gi c
Sau khi hc xong chng ny, sinh vin cn nm c cc vn sau: - Cc yu t nh hng n cc quyt nh v gi - Quy trnh xc nh gi ban u - Cc chin lc gi ch yu

Contents

Chng 7: Cc quyt nh v gi c MC TIU 7.1. TNG QUAN V GI

o o

o o o o o o o o o o o o

7.1.1. Khi nim v gi v tm quan trng ca gi 7.1.2. Chin lc gi 7.2. CC NHN T NH HNG N QUYT NH V GI

7.1.1. Cc nhn t bn trong doanh nghip 7.1.2. Cc yu t bn ngoi doanh nghip 7.3. XC NH MC GI BN

7.3.1. Cc bc xc nh gi bn ban u 7.3.2. Xc nh mc tiu nh gi 7.3.3. Xc nh (c lng) cu ca th trng mc tiu 7.3.4. Xc nh chi ph cho mt n v sn phm 7.3.5. Phn tch chi ph, gi c v sn phm cnh tranh 7.3.6. Chn phng php nh gi 7.3.7. Chn mc gi cui cng 7.4. CC KIU CHIN LC NH GI

7.4.1. Chin lc gi ht vng 7.4.2. Chin lc bnh trng th trng 7.4.3. Chin lc gi cho danh mc sn phm ca cng ty o 7.4.4. Chin lc nh gi hai phn o 7.4.5. Chin lc gi chit khu o 7.4.6. Chin lc gi khuyn mi o 7.4.7. Chin lc nh gi phn bit o 7.4.8. Chin lc thay i gi CU HI N TP V THO LUN

MC TIU
Sau khi hc xong chng ny, sinh vin cn nm c cc vn sau:

Cc yu t nh hng n cc quyt nh v gi Quy trnh xc nh gi ban u Cc chin lc gi ch yu

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7.1. TNG QUAN V GI 7.1.1. Khi nim v gi v tm quan trng ca gi

Trong kinh t, gi c l gi tr di dng bng tin ca hng ho, dch v. Theo ngha thc t, gi c l s tin tr cho mt s lng hng ho, dch v no . Gi c ca sn phm, c bit gi dch v c gi bng rt nhiu ci tn khc nhau tu thuc vo loi sn phm, dch v nh trong hnh 7.1. Tuy cch gi khc nhau i vi cc sn phm /dch v khc nhau, nhng bn cht ca gi l thng nht. Ty vo i tng m gi c c ngha khc nhau. Tn gi khc nhau ca gi Gi c Cc Hc ph Li sut Tin lng, tin cng Hoa hng Tin thu Ph Loi sn phm /dch v cung cp cho khch hng i vi hu ht cc hng ha/dch v Cc dch v BCVT, dch v vn chuyn Cc dch v o to, gio dc Cc dch v vay ngn hng Tin tr cho hng ha sc lao ng (tin lng thng, tin cng cho lao ng thu khon, lao ng cng nht...) Cc dch v i l, mi gii Cc dch v cho thu nh, xe my, thit b, a im... Cho cc dch v : ph cu ph, ph dch v bo him...

i vi ngi mua, gi c l khon tin h phi tr c quyn s dng/s hu sn phm. i vi ngi bn, gi c l khon thu nhp m h nhn c nh vic p ng nhu cu ca khch hng. i vi ngi lm Marketing, gi c c cc nghi sau y: Th nht, gi c l bin s Marketing duy nht mang li doanh thu cho doanh nghip. Cc bin s Marketing khc khi c thc thi u phi chu chi ph b ra. Th hai, quyt nh v gi c c tc ng nhanh chng n th trng, tc ng n doanh thu, chi ph, li nhun, th phn v tnh cnh tranh ca sn phm. Do vy, quyt nh v gi l mt quyt nh c tm quan trng nht trong cc quyt nh kinh doanh.

7.1.2. Chin lc gi
Ngoi vic xc nh gi bn cn bn cho sn phm, cng ty cn phi xy dng cc chin lc gi c th thch ng vi nhng thay i ca th trng nhm nm bt, thch nghi vi cc thay i , ng thi nm bt c cc c hi thun li khai thc c li cho cng ty. Chin lc gi bao gm ton b cc quyt nh v gi m nh qun tr Marketing phi ra v t chc thc thi doanh nghip t c mc tiu t ra. Chin lc gi bao gm nhiu vn phc tp, ch khng phi ch l vic quyt nh cc mc gi. Chin lc gi bao gm 3 vn c bn sau y: 126

1. Cng ty phi nm bt v d bo mt cch chnh xc mc nh hng ca cc nhn t tc ng n cc quyt nh v gi. 2. Cng ty cn la chn v a ra cc chin lc gi sau y:

Chin lc gi tham gia th trng mi (gi xm nhp; gi ht vng) Chin lc gi cho danh mc sn phm ca cng ty Chin lc nh gi 2 phn Chin lc nh gi trn gi Chin lc gi chit khu Chin lc nh gi khuyn mi Chin lc nh gi phn bit Chin lc nh gi theo nguyn tc a l Chin lc ch ng thay i gi v p ng vi s thay i gi ca cc i th cnh tranh.

7.1.1. Cc nhn t bn trong doanh nghip

1) Cc mc tiu Marketing ca doanh nghip
Cc mc tiu Marketing ca doanh nghip ng vai tr nh hng cho vic t ra nhim v ca gi c. Mun tr thnh mt cng c Marketing hu hiu th gi phi phc v c lc cho chin lc Marketing v th trng mc tiu v nh v sn phm ca doanh nghip. Do vy, khi nh gi doanh nghip phi cn c vo mc tiu Marketing ca doanh nghip v chin lc nh v sn phm m doanh nghip chn. Thng thng, mt doanh nghip c th theo ui mt trong cc mc tiu c bn sau y:

Ti a ho li nhun hin hnh Dn u v th phn Dn u v cht lng sn phm trn th trng m bo cho doanh nghip tn ti trn th trng Cc mc tiu khc

thc hin mi mt mc tiu nu trn th doanh nghip phi a ra cc quyt nh gi khc nhau. thc hin mc tiu ti a ho li nhun hin hnh ca mnh, doanh nghip s nh gi sao cho c li nht trc mt. Chng hn, khi cu v sn phm tng rt mnh th doanh nghip nh gi kiu ht vng, hay ht 127

phn ngon (Skimming), tc l bn vi gi cao nht c th. Trong trng hp ny, mc tiu ti chnh trc mt c xem l quan trng hn cc mc tiu lu di. thc hin mc tiu dn u v th phn, doanh nghip cn phi t gi thp nht c th thu ht khch hng nhm t c quy m th trng ln nht c th (v do vy, s t c hiu qu theo quy m). Cn c vo mc tiu th phn tng ln bao nhiu phn trm cng ty nh gi tng ng. thc hin mc tiu dn u v cht lng, doanh nghip thng nh ra mt mc gi cao trang tri chi ph u t cho nng cao cht lng sn phm v to ra mt n tng v cht lng cao i vi khch hng. thc hin mc tiu m bo tn ti trn th trng khi cnh tranh tr nn gay gt th doanh nghip cn t ra mc gi thp nht c th, min l gi c khch hng trong mt thi gian nht nh ch c hi mi.

2) Gi v cc bin s Marketing khc

Gi thc cht l mt cng c trong Marketing mix doanh nghip tc ng vo th trng nhm t c mc tiu ra. Do vy, gi phi phc v cho mc tiu Marketing chung ca doanh nghip. Mun vy, chin lc gi cn phi ng b, nht qun vi cc chin lc Marketing mix khc nh chin lc sn phm, chin lc phn phi, chinlc xc tin. Chng hn, khi mc tiu ca doanh nghip l dn u v cht lng th gi phi t cao to uy tn v b p chi ph m bo cht lng cao. Gi bn cn ph thuc vo cc giai on khc nhau ca chu k sng ca sn phm m doanh nghip cung cp cho th trng.

3) Ch ph cho mt n v sn phm
Khi t gi, doanh nghip phi quan tm n chi ph cho mt n v sn phm (hay gi thnh cung cp n v sn phm) v cc l do sau y:

Chi ph cho mt n v sn phm l mc gi thp nht c th t doanh nghip b p cc chi ph cn thit. Khi qun l c chi ph, doanh nghip c th xc nh c mc l li ca cc loi sn phm khc nhau mang li. y l cn c doanh nghip a ra cc quyt nh kinh doanh khc nhau.

Hin nay, VNPT ang chuyn sang phng thc nh gi cn c vo gi thnh dch v. Bc i ban u theo hng ny l tin hnh hch ton ring cc dch v xc nh gi thnh dch v.

4) Cc yu t khc

i vi nhng sn phm d hng hoc mang tnh cht ma v th gi bn s khng ph thuc vo gi thnh. Nhng sn phm d hng th doanh nghip phi gim gi tiu th nhanh khi cn. Nhng th hng ho dch v li thi th cng phi gim gi bn nhanh thu hi vn. Nhng sn phm c cht lng v uy tn cao th c th t gi cao. Dch v chuyn pht nhanh DHL l mt v d. Thng qua cc hot ng xc tin vn ho quc gia lm cho sn phm c a chung, do vy doanh nghip c th t gi cao. V d nh nh cc phim Hn Quc c a chung Vit Nam, qun o thi trang Hn Quc c a chung c th bn vi gi cao.

7.1.2. Cc yu t bn ngoi doanh nghip

128

1) Cu ca th trng trng i vi sn phm

a) Quan h gia cu v gi sn phm Chi ph cho mt n v sn phm cho bit "cn di" ca gi, tc l mc gi thp nht m doanh nghip c th bn. Cn cu ca th trng cho bit mc "cn trn" ca gi, tc l mc gi cao nht m doanh nghip c th bn. Thng th mi quan h gia cu v gi l quan h t l nghch. Tuy nhin, cng c cc trng hp ngoi l khi gi cao th bn c nhiu hn. b) nhy cm v gi, hay co dn ca cu theo gi (H s ED) i vi cc sn phm c co dn ED ca cu theo gi nh (cu khng co dn) th khi tng gi s dn n tng doanh thu. Ngc li, khi ED ln (cu co dn) th khi tng gi s dn n gim doanh thu. Do vy, khi quyt nh v gi th ngi lm Marketing cn phi xc nh c co dn ca cu theo gi. Gi c tc dng l v kh cnh tranh thu ht khch hng khi cu co dn, v khi doanh nghip ch cn gim gi mt t, nhng ko theo cu v sn phm s tng ln nhiu hn. Nh vy, trong trng hp ny, gim gi th c li cho doanh nghip. Cu s t co dn theo gi trong cc tnh hung sau: Sn phm khng c th thay th, khng c cnh tranh trc tip cng nh gin tip; Ngi mua chm thy s tng gi, chm thay i thi quen mua. c) Cc yu t tm l ca khch hng Nhn thc ca khch hng v gi nhiu khi chu nh hng ca cc yu t tm l, nht l i vi cc dch v (sn phm v hnh), hoc cc hng ho m hiu bit cu khch hng v i th cnh tranh cn hn ch. Sau y l biu hin ca cc xu hng tm l ca khch hng khi nhn thc v gi:

Gi cng cao th cht lng cng cao. Xu hng hoi nghi v mc gi ca doanh nghip so vi cht lng sn phm khi h khng c thng tin. Xu hng so snh gi gia cc sn phm cng loi ca cc i th cnh tranh. Gi tm l: Khch hng cho rng gi 299.900 ng r hn nhiu so vi gi 300.000 ng! Do h d chp nhn mua sn phm vi mc gi 299.900 ng hn mc d thc cht 2 mc gi chnh nhau khng ng k.

2) Cnh tranh v th trng

Khi mua hng ho dch v, khch hng thng so snh vi gi ca cc i th cnh tranh. Doanh nghip khng th bn sn phm ca mnh vi gi cao hn gi sn phm tng t ca i th cnh tranh. Do vy, khi nh gi doanh nghip phi hiu bit gi sn phm cng loi ca cc i th cnh tranh v phn ng ca h khi doanh nghip chng ta thay i gi. iu ny cn tu thuc vo loi th trng m doanh nghip chng ta ang kinh doanh. Cc nh kinh t hc chia th trng ra thnh 4 loi nh sau:

Th trng cnh tranh hon ho; Th trng cnh tranh c quyn; Th trng c quyn nhm; Th trng c quyn.

Trong th trng cnh tranh hon ho, cc doanh nghip u phi chp nhn v bn theo gi th trng, v c th bn ht sn phm ca mnh vi mc gi th trng. 129

Trong th trng c quyn, nu doanh nghip l c quyn nh nc th chu s qun l gi ca Nh nc (Cng ty in, Cng ty nc, Cng ty BCVT...), tc l doanh nghip phi bn theo mc gi do Nh nc quy nh. Nu doanh nghip l c quyn khng b iu tit th h c t do nh gi mc sao cho th trng chp nhn. Trong th trng cnh tranh c quyn, cc doanh nghip c quyn nh gi trong mt khung gi no gn vi gi ca cc i th cnh tranh tu theo s khc bit v chtlng, mu m, cc dch v khch hng. Nu doanh nghip t gi qu cao so vi cc i th cnh tranh th s b mt khch hng. Ngc li, nu nh gi thp qu th doanh nghip s b thit hi. Trong th trng c quyn nhm, doanh nghip nn t gi tng ng vi gi ca cc i th cnh tranh. Nu doanh nghip tng gi th s mt khch hng. Nu doanh nghip gim gi th s dn n chin tranh v gi c khng c li cho ai c ngoi khch hng! Cc doanh nghip cng khng c tho thun di bt k hnh thc no nng gi bt cht khch hng (v nh vy s vi phm lut chng c quyn).

3) Cc yu t bn ngoi doanh nghip khc

Cc yu t thuc mi trng kinh t nh: lm pht, tng trng hay suy thoi, tht nghip, cng ngh mi... u nh hng n sc mua ca th trng, n chi ph sn xut. Nhng tin b nhanh chng trong cng ngh in t dn ti gim gi cc thit b in t. Nh nc c vai tr iu tit, qun l gi. Mt mt, Nh nc mun bo v cho cc doanh nghip, mt khc Nh nc cng mun bo v cho ngi tiu dng. Tu tng iu kin m Nh nc can thip trc tip hoc can thip gin tip iu tit gi. Khi can thip trc tip, Nh nc t ra mc gi trn (l mc gi cao nht m doanh nghip c bn) nhm bo v cho ngi mua; v gi sn (l mc gi thp nht doanh nghip c mua) nhm bo v cho ngi bn. Khi can thip gin tip, Nh nc thng tc ng n cung cu ca hng ho, qua s tc ng n gi. V d, Nh nc iu chnh mc thu ca cc mt hng xut nhp khu, v nh vy nh hng gin tip n gi c hng ho xut nhp khu.

7.3. XC NH MC GI BN 7.3.1. Cc bc xc nh gi bn ban u

Khi doanh nghip a sn phm mi ra th trng, a mt sn phm hin hnh vo mt th trng mi, h phi xc nh gi bn ban u cho sn phm. C 6 bc trong qu trnh xc nh gi bn ban u: 1)Xc nh mc tiu nh gi 2) Xc nh cu ca th trng mc tiu 3) Xc nh chi ph cho mt n v sn phm 4) Phn tch chi ph, gi c v sn phm cnh tranh 5) Chn phng php nh gi 6) La chn gi cui cng. Chng ta s tm hiu chi tit cc bc trong quy trnh ny 130

7.3.2. Xc nh mc tiu nh gi
Mc tiu nh gi phi xut pht t mc tiu chung ca doanh nghip v chin lc nh v sn phm ca n, ng thi phi phi hp vi cc chin lc Marketing mix khc (chin lc sn phm, chin lc phn phi, chin lc xc tin). Mc tiu cng r rng th cng d xc nh gi ca phm. Sau y l su mc tiu ch yu m doanh nghip c th la chn khi nh gi sn phm:

1) Mc tiu nh hng li nhun

Vi mc tiu ny, cng ty c th quan tm n cc mc tiu sau:

t c mc li nhun mong mun Ti a ho li nhun

Gi bn ca sn phm s nh hng n li nhun ca cng ty. Cng ty d on nhu cu v chi ph ng vi cc mc gi khc nhau v chn mc gi sao cho c th t c t sut li nhunn nh no trn doanh s hoc trn vn u t. Cc nh sn xut, cc nh bn bun bn l c th nh gi theo mc tiu ny. nh gi nhm mc tiu ti a ho li nhun cng l mc tiu rt ph bin. Tuy nhin, trong c ch th trng chng ai c th thu c li nhun cao trong mt thi gian di. Gi cao s kch cung, kt qu l gi li gim xung v ko theo li nhun gim. i vi cc mt hng thit yu, Nh nc cng can thip bnh n gi. Nhn chung, ti a ho li nhun thng l mc tiu chung cho nhiu sn phm, ch khng ch cho mt loi sn phm. Nhng khi nhu cu v mt sn phm mi cao, cng ty c th dng kiu nh gi ht vng thu c li nhun cao trong thi gian ngn khi cc i thu cnh tranh cha xut hin.

2) Mc tiu nh hng bn hng

Vi mc tiu ny, cng ty quan tm n cc mc tiu sau:

Tng s lng hng bn ti a Duy tr hoc tng th phn

Cc cng ty cng c th t gi vi mc ch tng s lng hng bn ti a trong mt giai on ngn. H tin rng s lng sn phm bn tng s dn ti chi ph trn n v sn phm gim xung, v li nhun di hn tng ln. Vi mc tiu , cng ty t gi thp kch thch sc mua khi sn phm bc vo giai on suy thoi, khi mi trin khai sn phm mi, hay vo thi k m. Tng s lng hng bn cng gip cho cng ty t c hiu qu theo quy m, v gim c gi thnh, v do vy tng c li nhun trn mt n v sn phm. iu kin thc hin c mc tiu ny l: (1) th trng nhy cm v gi; (2) chi ph sn xut v phn phi trn n v sn phmgim khi quy m tng; (3) gi thp lm nn lng cc i th hin ti v tng lai. Vic gim gi bn cng gip cng ty duy tr hoc tng c th phn so vi cc i th, v dn dn gip cho cng ty vn n v tr ch o trn th trng. Tuy nhin, gim gi c th dn ti chin tranh v gi c.

3) Mc tiu tn ti
Cng ty chn mc tiu ny khi gp phi tnh trng cnh tranh gay gt, khch hng thay i nhu cu nhanh qu, cng ty khng xoay chuyn kp. Trong trng hp , cng ty phi gim gi thp nht c th cm c trn th trng. Cng ty ch cn t gi bn ln hn chi ph bin i l c. y ch l mc tiu ngn hn.

131

4) Mc tiu dn u v cht lng

Dn u v cht lng ng hnh vi gi bn cao. Gi cao va tng xng vi hnh nh cht lng cao, va gip cho cng ty trang tri c chi ph u t cho cht lng v c c t sut li nhun cao. Mc tiu n nh Vi mc tiu ny, cng ty quan tm n cc mc tiu sau:

n nh gi p ng tnh hnh cnh tranh

Mc tiu n nh gi l mc tiu nh gi "ho bnh nht" trong tt c cc mc tiu nh gi. Mc tiu ny c 2 mc tiu nh c lin quan cht ch vi nhau. Thc hin mc tiu ny, cng ty trnh c s cnh tranh v gi, vi mong mun "mnh sng v cho ngi khc sng". n nh gi thng l mc tiu trong cc ngnh m sn phm tiu chun ho cao (st thp, ng, nhm, ho cht...), ng thi c mt doanh nghip ch o quy nh gi. Cc doanh nghip nh khc phi thc hin phng php nh gi theo gi ca doanh nghip ch o (p ng cnh tranh). nh gi nh vy s gip doanh nghip trnh c cnh tranh. Trong th trng c quyn nhm, mc tiu n nh gi cng thng c chn trnh xy ra chin tranh gi c.

Mt cng ty c th theo ui ng thi mt s mc tiu nh gi. V d: tng doanh s 5-10% hng nm, t c mc li nhun 15% trn vn u t c bn, gi mc gi gn vi gi ca cc i th. Cng ty cng c th thit lp cc mc tiu ngn hn v di hn. V d, mc tiu ngn hn l ti a ho li nhun t sn phm mi. Mc tiu di hn l gim li nhun trnh kch thch cc i th cnh tranh tham gia th trng.

7.3.3. Xc nh (c lng) cu ca th trng mc tiu

Mi mc gi m cng ty n nh cho sn phm s tng ng vi mt mc cu nht nh ca th trng mc tiu, v do vy s c nh hng khc nhau n cc mc tiu Marketing ca cng ty. ng cu th hin mi tng quan cht ch gia 2 bin s gi v cu. Thng th mi quan h gia cu v gi l quan h t l nghch. Nhng i vi cc hng ho c uy tn th gi tng li ko theo cu tng (xem hnh 7.6.). V d gi nc hoa tng li dn n sc mua tng. 132

1) Phng php c lng tng cu th trng

Cu th trng m t mi quan h gia gi c v cc mc cu khc nhau ca th trng. c lng tng cu ca th trng mc tiu, cn c cc thng tin sau y:

S lng khch hng tim nng Lng tiu th mong mun ca khch hng tim nng.

Tng cu d bo s bng: Q = npq Trong :

n l s lng khch hng th trng mc tiu q l s lng n v hng ho trung bnh m mt khch hng mua p l mc gi bn d kin (cho 1 n v hng ho)

2) Xc nh h s co dn ca cu
H s co dn ca cu th hin mc nhy cm ca khch hng i vi s bin thin ca gi. Vic c lng c h s co dn s gip cho cng ty c cn c quyt nh tng hay gim gi th c li cho cng ty. Trn thc t rt kh lng ho c h s . Ngi ta a ra 2 phng php sau y d on

Da vo kinh nghim qu kh v mi quan h gia cu v gi cc th trng khc nhau. S dng phng php iu tra mu thc hin iu tra phng vn khch hng thuc th trng mc tiu nh gi mc phn ng cu khch hng vi s bin ng ca gi c.

7.3.4. Xc nh chi ph cho mt n v sn phm

Nh trn xc nh, chi ph l mt cn c quan trng cng ty xc nh gi theo nguyn tc da vo chi ph. Chi ph cho mt n v sn phm, hay gi thnh mt n v sn phm l cn c quan trng trong nh gi. Chi ph cho mt n v sn phm (chi ph bnh qun) bng chi ph c nh cng vi chi ph bin i. Ta c cng thc tnh nh sau:

Trong :

l chi ph (trung bnh) cho mt n v sn phm;

l chi ph c nh cho mt n v sn phm; chi ph bin i cho mt n v sn phm. 133

 nh gi mt cch khoa hc, cng ty cn bit s bin ng ca chi ph theo cc mc sn lng khc nhau. V nguyn tc, ng cong chi ph bnh qun c dng ch U, tc l chi ph bnh qun (chi ph n v) s t cc tiu mt mc sn lng no . Mt khc, cng sn xut, cng ty cng c kinh nghim, dn n chi ph n v s gim dn. Khi chi ph gim, cng ty li c iu kin gim gi, tng th phn.

7.3.5. Phn tch chi ph, gi c v sn phm cnh tranh

Chi ph n v l cn di ca gi bn. Cu ca th trng xc nh cn trn ca gi. By gi cng ty cn tm hiu gi ca cc sn phm cnh tranh lm cn c xc nh gi bn cho sn phm ca mnh. Cng ty cng cn so snh cu trc chi ph ca mnh vi cu trc chi ph ca cc i th tm ra cc th mnh cng nh im yu ca mnh. Ngoi ra, cng ty cng cn tm hiu cht lng cu sn phm cnh tranh. lm c iu ny, cng ty c th s dng cc phng php sau:

C nhn vin ca mnh ng vai khch hng b mt n mua sn phm ca cc di th cnh tranh tm hiu sn phm ca h. Phng vn khch hng ca cc i th cnh tranh bit nh gi ca h v cht lng v gi c ca cc i th. iu tra tm hiu cng ngh, b quyt ca cc i th.

Khi cng ty c thng tin chi tit v sn phm, chi ph, gi c ca cc sn phm cnh tranh, cng ty c nh hng t gi cho sn phm ca mnh. S c th c 3 trng hp sau y:

Nu sn phm ca cng ty tng ng vi sn phm ca cc i th cnh tranh, cng ty phi nh gi tng ng vi gi ca h (c th thp hn mt cht) Nu sn phm ca cng ty c cht lng cao hn so vi sn phm ca cc i th cnh tranh, cng ty c th t gi cao hn gi ca h Nu sn phm ca cng ty c cht lng thp hn so vi sn phm ca cc i th cnh tranh, cng ty c th t gi thp hn gi ca h.

Tuy nhin, cng ty cng cn bit dc s phn ng ca cc i th trc cc mc gi ca cng ty.

7.3.6. Chn phng php nh gi

C nhiu phng php nh gi khc nhau. C th tm tt cc phng php nh sau:

1) Phng php nh gi da vo chi ph

a) nh gi da vo chi ph bng cch cng li vo chi ph bnh qun

u im ca phng php nh gi theo chi ph l: 134

n gin, d tnh ton do ngi bn bit r chi ph hn l cu th trng. Ngi bn cng khng phi thay i gi khi nhu cu thay i. Cc nh bn bun, bn l thng s dng kiu nh gi ny. Phng php ny cng bng hn i vi c ngi mua v ngi bn. Ngi bn c c mt mc li nhun hp l. Ngi mua d chp nhn khi bit mc li nhun hp l ca ngi bn. Gi c th n nh, khng ln xung tht thng. Nu cc i th cng p dng phng php ny th cnh tranh v gi s gim bt ng k. Nhc im cu phng php: Dn n s cng nhc trong nh gi. Khi nhu cu xung thp th gi s khng hp l nu khng iu chnh.

khc phc nhc im nu trn, c th ci tin phng php ny bng cch doanh nghip s chn nh mc li nhun linh hot tu vo tnh hnh cnh tranh v cung cu trn th trng. Khi cnh tranh trn th trng mnh, doanh nghip c th gim bt mc li nhun. Ngc li, khi cnh tranh yu, doanh nghip c th tng gi. b) nh gi theo li nhun mc tiu

y l mt kiu nh gi theo chi ph. Theo cch ny, gi bn c xc nh nh trong cng thc nu trn. Theo cng thc nh gi ny, cng ty s thu c mc li nhun mc tiu t ra. tnh ton mt cch linh hot cc mc gi, cn phi s dng th ho vn trn m t ng tng chi ph v tng doanh thu vi cc mc khi lng bn c khc nhau.

Trn hnh v 7.7, ng tng doanh thu t l thun vi khi lng sn phm bn c (vi mt mc gi P1 no ). Sn lng Qhv l lng sn phm cn phi bn (vi gi P1) ho vn, tc tng doanh thu bng tng chi ph. Sn lng Qmt l sn lng bn t c li nhun mc tiu. 135

Vi mc gi P2 cao hn P1 th cng ty c th t c li nhun mc tiu vi khi lng bn thp hn Qmt. Tuy nhin, vn quan trng l khch hng chp nhn sn phm vi mc gi no? Phng php nh gi ny i hi cng ty phi xem xt cc mc gi khc nhau v cc mc sn lng mc tiu tng ng t c li nhun mc tiu.

2) nh gi theo gi tr cm nhn ca khch hng

Gi c m khch hng chp nhn c ph thuc vo gi tr cm nhn c ca khch hng i vi sn phm, v s chp nhn ca ngi mua mi l quan trng ch khng phi chi ph ca ngi bn. Thc t cho thy vi cng mt loi sn phm nhng bn cc a im khc nhau th mc gi m khch hng c th chp nhn c l khc nhau. Do vy, theo phng php ny cng ty phi xy dng cc bin s phi gi c trong Marketing mix to nn gi tr cm nhn c trong nhn thc ca ngi mua. Mun vy, cng ty phi nghin cu th trng hiu c nhn thc cu khch hng v gi tr sn phm trong cc iu kin khc nhau. Trn c s , cng ty s dng cc bin s phi gi c (nh bao b sn phm, a im bn hng, trang tr ni tht ca hng, i ng nhn vin bn hng...) to nn n tng, gi tr cm nhn v sn phm trong con mt khch hng. V d: Cng mt b su tp tem, nhng nu trong mt Album c ba cng p, bn ti cc ca hng sang trng cc khch sn sang trng cho khch hng nc ngoi th cng ty tem c th t gi cao gp my ln bnh thng.

3) nh gi theo gi cnh tranh hin hnh

Theo phng php ny, cng ty ly gi hin hnh ca i th cnh tranh lm c s m khng quan tm ti chi ph sn xut cng nh cu ca th trng. Tu theo loi th trng v c tnh sn phm ca cng ty m t gi bng, thp hn hoc cao hn gi ca i th cnh tranh. Tu theo loi th trng v c tnh sn phm ca cng ty m t gi bng, thp hn hoc cao hn gi ca i th cnh tranh. Phng php nh gi theo cc i th cnh tranh hay c s dng v cc l do sau y:

n gin, d thc hin, khng cn phi xc nh cu th trng, co dn ca cu theo gi, hay tnh chi ph cc loi. Gi th trng hin hnh c xem nh l khch quan, cng bng i vi khch hng, vi cng ty. Khng kch thch cc i th cnh tranh, khng dn ti s tr a.

Nhc im ca phng php ny l, cc cng ty khc nhau c cc cu trc chi ph khc nhau, c cu th trng khc nhau. Ngi ta chia cc phng php nh gi theo i th thnh 3 loi sau y: a) nh gi tng ng (ngang bng) vi gi ca cc i th cnh tranh Cng ty c th la chn cch nh gi ngang bng vi gi ca cc i th cnh tranh trong tnh hung sau y: Th trng cnh tranh gay gt, trong khi sn phm ca cng ty khng c s khc bit so vi sn phm ca cc i th. Trng hp ny cng tng t nh iu kin ca th trng cnh tranh hon ho. Trong th trng cnh tranh hon ho, cc doanh nghip u phi chp nhn v bn theo gi th trng, v c th bn 136

ht sn phm ca mnh vi mc gi th trng. Cc nh sn xut nng sn, cc cng ty nh cung cp cc sn phm tiu chun, ph bin thng s dng phng php nh gi ny. Tuy nhin, trong mt loi th trng khc - th trng c quyn nhm cng c th p dng kiu nh gi tng t gi ca cc i th. Trong th trng c quyn nhm cc sn phm cng loi, cc cng ty thng cho bn chung mt gi. Cc cng ty nh thng theo cc cng ty dn u nh gi (ch khng ph thuc vo bin ng cung cu hay chi ph). Nhng th trng sau y thuc loi c quyn nhm: cc kim loi ng, nhm, phn bn, nc ung khng cn, ng cc n sng, lp t, cc tim ct tc, cc ca hng tp phm ti cc khu vc cng ng dn c. b) nh gi thp hn so vi gi ca cc i th cnh tranh Phng php nh gi ny c p dng nhm vo nhng khch hng nhy cm v gi. Tuy nhin, khng kch thch cc i th cnh tranh phn ng li bng vic gim gi, cng ty c th gim bt cc dch v khch hng, hay di hnh thc t phc v, ng thi mc chnh lch gi khng ln so vi gi ca cc i th khc. c) nh gi cao hn so vi vi gi ca cc i th cnh tranh Phng php nh gi ny c th dc p dng trong trng hp sn phm c cht lng kh hn, uy tn ca cng ty cao hn, dch v khch hng tt hn... Trong th trng cnh tranh c quyn, cc doanh nghip c quyn nh gi trong mt khung gi no gn vi gi ca cc i th cnh tranh tu theo s khc bit v chtlng, mu m, cc dch v khch hng, a im bn hng. Nu cng ty c chtlng, mu m, cc dch v khch hng cao hnso vi cc i th cnh tranh, hoc ca hng sang trng hn, h c tht gi cao so vi cc i th cnh tranh. Tuy nhin, cng khng nn t gi qu cao, v s b mt khch hng. Tt nhin, nu nh gi thp qu th doanh nghip s b thit hi. Phng php nh gi cao hn so vi gi th trng thng c cc cng ty c thng hiu uy tn p dng nh: Ferrari, Mercedes ( t); Rolex (ng h); Gucci, Fendi (hng da). Cc cng ty bn cc sn phm gi tr nh trong th trng cnh tranhc quyn cng p dng kiu nh gi ny. Trong cc trng hp trn, cn lu n mt hin tng l cng ty ch o v gi. l cng ty hay mt s cng ty c th phn ln, c v tr vng vng trn th trng. Nhng cng ty ny thng i tin phong trong vic thay i (tng, gim gi) thch nghi vi s thay i ca cc yu t mi trng kinh doanh. Cc cng ty nh khc thng theo ui gi ca cc cng ty ch o. d) nh gi u thu y l kiu nh gi m doanh nghip da vo d on v gi ca i th cnh tranh quyt nh mc gi ca mnh sao cho thng thu. Cc c quan chnh ph, cc doanh nghip nh nc bt buc phi thc hin u thu cnh tranh khi mua sm cc hng ho c gi tr cao. u thu thnh cng, cng ty phi nm rt r cc i th v a ra mt mc gi ph hp nht.

7.3.7. Chn mc gi cui cng

Cc phng php xc nh gi trn y thu hp phm vi ca mc gi cn la chn cui cng. Khi quyt nh mc gi cui cng, cng ty cn phi xem xt thm cc yu t b sung sau y:

137

1) Yu t tm l ca khch hng khi chp nhn gi

Ngoi cc yu t v kinh t nu trn, yu t tm l ca khch hng ln quan n gi c. Khch hng thng gn lin gi c v cht lng, uy tn ca sn phm , c bit trong trng hp khi thiu thng tin v cht lng. Nc hoa, t.. thuc loi sn phm nh vy. c bit, khch hng Vit Nam thng nh gi qu cao cc thng hiu hng ho ngoi v sn sng tr gi cao. Cng ty cng c th s dng phng php so snh i chng khch hng lin tng mc gi ca sn phm cho bn. Khi trng by mt loi sn phm mi trong s cc sn phm sang trng c tha nhn, khch hng s lin tng rng sn phm mi cng l loi sang trng, t tin. Cui cng, cc mc gi l di cc con s chn lm cho khch hng c cm gic gi r. Do vy, ngi ta thng ghi mc gi $299 thay v $300, mc d ch r hn c $1.

2) nh hng cu cc bin s Marketing khc

Khi chn mc gi cui cng, cng ty cn phi xem xt n uy tn ca thng hiu, v mc tiu ca qung co. Qua nghin cu ngi ta thy cc quy lut sau v mi quan h gia gi c, uy tn thng hiu v mc qung co:

Khch hng sn sng tr gi cao hn i vi cc sn phm c bit n nhiu so vi cc sn phm c bit n t. Nh vy, qung co nhiu hn s h tr tch cc cho cc sn phm c t gi cao hn. Thng hiu c cht lng tt, c qung co mnh m s c th t gi cao nht. Ngc li, thng hiu c cht lng thp, v qung co t th nn t gi thp nht.

3) Chnh sch nh gi ca cng ty

Gi c la chn phi tng thch vi chnh sch gi ca cng ty. Chnh sch nh gi ca cng ty m bo rng cc quyt nh v nh gi c phi hp vi cc quyt nh ca cng ty v th trng mc tiu, hnh nh v cc yu t Marketing hn hp khc. N cng kt hp cc mc tiu ngn hn v di hn trong nh gi. V d: gi cho sn phm nhm vo phn on th trng thu nhp cao bn cc ca hng sang trng s phi l gi cao.

4) nh hng ca gi n cc bn lin quan khc

Cng ty cn phi xem xt phn ng ca cc bn khc i vi mc gi d kin. l phn ng ca cc nh phn phi, thi ng h ca lc lng bn hng, s phn ng p li ca cc i th cnh tranh, ca cc nh cung cp cc yu t u vo, v cui cng l nhng iu khon lut l ca chnh ph lin quan n vn qun l gi.

7.4. CC KIU CHIN LC NH GI 7.4.1. Chin lc gi ht vng

Ht vng, hay cn gi l ht phn ngon. Theo chin lc ny, cng ty t gi cao nht c th cho cc on th trng sn sng chp nhn sn phm mi. Khi mc tiu th gim xung th cng ty li gim gi thu ht thm khch hng on th trng thp hn. Cch nh gi cc lp t thu bao v gi cc in thoi c nh, in thoi di ng, TV mn hnh phng, gi tc xi.. . trong giai on va qua c thc hin theo chin lc ny. Kt qu l nhng ngi mua trc s chu mc gi t hn nhng ngi mua sau. 138

Cc cng ty c sn phm mi c cp bng sng ch (M - cc cng ty c bng sng ch c c quyn khai thc sn phm 17 nm) cng p dng chin lc gi ht vng ny trong giai on u. Tuy nhin, mun t gi ht vng, doanh nghip phi tho mn mt s iu kin nht nh. iu kin nh gi ht vng l:

Mc cu v sn phm mi cao Gi cao lc u to nn hnh nh v sn phm cao cp Gi cao ban u khng thu ht cc i th cnh tranh

7.4.2. Chin lc bnh trng th trng

Mc tiu ca cng ty l ginh cng nhiu th phn cng tt chim th p o i phng nh t c li th "hiu qu theo quy m". Do , cng ty t gi thp thu ht khch hng. iu kin doanh nghip thc hin chin lc ny l:

Th trng nhy cm v gi Lnh vc sn xut ca cng ty c tnh cht "hiu qu theo quy m". Nh vy, khi cng ty t gi thp th sn lng bn c tng ln, dn n tit kim chi ph, li nhun tng. Do vy s b li cho vic gim gi. Cng ty c tim nng ti chnh t gi thp ban u

7.4.3. Chin lc gi cho danh mc sn phm ca cng ty

Gi c xy dng cho ton b sn phm trong danh mc sn phm, li nhun tnh chung cho ton b danh mc ch khng phi cho ring tng loi sn phm. Bng cch ny, cng ty khuyn khch khch hng mua ton b danh mc sn phm.

7.4.4. Chin lc nh gi hai phn

Gi c tnh gm 2 phn: Phn tr cho mc tiu dng ti thiu v phn tr cho mc tiu dng vt tri. Thng thng, mc gi cho dch v ti thiu nn t thp thu ht khch hng. Cc cng ty in thoi, cc khu vui chi gii tr thng t gi nh vy. V vo ca, cc thu bao l mc gi tiu dng ti thiu. Trong nhng nm qua VNPT cng gim cc thu bao ng k. Kt qu l nhu cu lp my tng cao v doanh thu cng tng ln ch khng gim nh ngi ta lo s ban u.

7.4.5. Chin lc gi chit khu

Nhm khuyn khch khch hng, cng ty gim gi cho khch hng mua nhiu di dng chit khu: 1) Chit khu khi mua s lng ln nhm khuyn khch khch hng mua nhiu trong mt ln hoc trong mt thi k (thng, qu, nm). 2)Chit khu theo thi v, v d nh vo cc thi im vng khch (khch sn, hng khng, bu in...). Vo ban m, ngy l gi cc vin thng thng c gim. Vo ma ng, cc khch sn cc vng bin Bc Vit Nam thng gim gi... Bng cch , doanh nghip c th gim bt lng khch s dng vo cc gi, thi v cao im, trnh c tnh trng qu ti cng sut phc v, ng thi khai thc kh nng phc v d tha ca cc nh cung cp dch v vo cc thi im, thi k nhn ri. 139

3) Chit khu khuyn khch thanh ton nhanh, bng tin mt. Nh vy, doanh nghip s khuyn khch khch hng thanh ton ngay, trnh tnh trng chim dng vn lu, kh i.

7.4.6. Chin lc gi khuyn mi

1) nh gi thp ban u li ko khch hng mua sn phm mi. 2) nh gi thp vo cc dp c bit nh ngy l, tt li ko khch hng. 3) Gi bn tr gp (cho khch hng vay vi li sut thp). iu ny c th gip cho doanh nghip vt qua ro cn v quy nh gi sn. 4) Gim gi theo phiu mua hng (i vi khch hng mua cc ln trc) khuyn khch khch hng mua thng xuyn.

7.4.7. Chin lc nh gi phn bit

Chin lc nh gi phn bit l chin lc m cng ty bn cng mt loi sn phm vi cc mc gi khc nhau tu vo cc iu kin khc nhau. l: 1) Theo nhm khch hng. V d: cc i tng sinh vin, cc c gi, thng binh, ngi tn tt... c gim gi. Mc ch gi phn bit y l thc hin cc chnh sch x hi. 2) Theo a im: gi tu thuc vo ch ngi tt hay km trong nh ht, trn my bay, thu thuc tng khc nhau trong khch sn... Mc ch nh gi phn bit y l khai thc co dn ca cc nhu cu khc nhau ca th trng. 3) Theo a d: n gi lp t my in thoi cc tnh khc nhau th khc nhau. Mc ch nh gi phn bit y l khai thc co dn ca cc nhu cu khc nhau ca th trng. 4) Theo hnh nh, bao b: B tem c ba cng bn ti sn bay, khch sn sang c gi cao hn bn cc ni khc. Mc ch nh gi phn bit y l khai thc co dn ca cc nhu cu khc nhau ca th trng. 5)nh gi theo gi cao im, thp im: (in nng, in thoi, Internet...) nhm khuyn khch khch hng s dng ti cc thi im dn u ti trng, hn ch qu ti cc gi cao im v khai thc cng sut phc v ti cc thi im, thi k vng khch.

7.4.8. Chin lc thay i gi

1) Ch ng gim gi Cng ty ch ng gim gi trong cc tnh hung nh sau: D tha nng lc sn xut; t phn th trng gim st; khng ch th trng bng vic bn h gi. 2) Ch ng tng gi Nhiu khi cng ty phi ch ng tng gi. l khi: Do nn lm pht; do cu tng qu mc so vi cung. 3) i ph vi vic cc i th thay i gi 140

Trn th gii chuyn t cnh tranh bng gi sang cnh tranh bng cht lng. Nhng i vi Vit Nam cnh tranh bng gi c vn cn tn ti. i ph vi vic thay i gi ca i phng, trc ht cng ty cn phn tch k lng cc vn sau y:

Nguyn nhn dn n s thay i gi ca cc i th? Loi th trng m cng ty ang tham gia? y l s thay i gi tm thi hay lu di? Nu cng ty khng i ph th hu qu ra sao i vi li nhun, th phn ca cng ty? Cc phng php i ph khc nhau c th v phn ng ca i th?

Sau khi phn tch k cc vn trn y, cng ty c th phn ng li bng cc phng n sau y:

Gim gi bn thp hn gi bn ca cc i th cnh tranh khi cng ty c tim lc ti chnh v khng vi phm "Lut chng bn ph gi". Gi nguyn gi nhng cn thc y cc hot ng xc tin gi khch hng nh khuyn mi, qung co. Nng gi cng vi ci tin cht lng, mu m sn phm (nh v li sn phm). Phng n ny c hiu qu trong trng hp khch hng t nhy cm v gi v a thch nhng sn phm cht lng cao.

CU HI N TP V THO LUN
1. Cc yu t no bn trong doanh nghip chi phi quyt nh v gi. 2. Cc yu t no bn ngoi doanh nghip chi phi quyt nh v gi. 3. Cc bc trong quy trnh nh gi ban u cho sn phm mi (*) 4. Trnh by cc phng php nh gi? 5. Trnh by cc kiu chin lc nh gi (*) 1) Chin lc gi ht vng Theo chin lc ny cng ty t gi cao nht c th cho cc on th trng sn sng chp nhn sn phm mi. Khi mc tiu th gim xung th cng ty li gim gi thu ht thm khch hng on th trng thp hn. iu kin nh gi ht vng l: Mc cu v sn phm mi cao Gi cao lc u to nn hnh nh v sn phm cao cp Gi cao ban u khng thu ht cc i th cnh tranh

2)Chin lc bnh trng th trng: Mc tiu ca cng ty l ginh cng nhiu th phn cng tt chim th p o i phng nh t c li th "hiu qu theo quy m". Do cng ty t gi thp thu ht khch hng. iu kin thc hin: Th trng nhy cm v gi Lnh vc sn xut ca cng ty c tnh cht "hiu qu theo quy m"

141

Cng ty c tim nng ti chnh t gi thp ban u

3)Chin lc gi cho danh mc sn phm ca cng ty Gi c xy dng cho ton b sn phm trong danh mc sn phm, li nhun tnh chung cho ton b danh mc ch khng phi cho ring tng loi sn phm. Bng cch ny cng ty khuyn khch khch hng mua ton b danh mc sn phm. 4) Chin lc nh gi hai phn Gi c tnh gm 2 phn: Phn tr cho mc tiu dng ti thiu v phn tr cho mc tiu dng vt tri. Thng thng mc gi cho dch v ti thiu nn t thp thu ht khch hng. Cc cng ty in thoi, khu vui chi gii tr thng t gi nh vy. V vo ca, cc thu bao l mc gi tiu dng ti thiu. 5)Chin lc gi chit khu Nhm khuyn khch khch hng, cng ty gim gi cho khch hng mua nhiu di dng chit khu (nu cc loi chit khu). 6) Chin lc gi khuyn mi Nhm khuyn khch khch hng cui cng mua sn phm trong 1 giai on ngn. Nhm khuyn khch khch hng trung gian bn c nhiu sn phm trong 1 giai on ngn. 7)Chin lc nh gi phn bit: Gi phn bit l gi bn cng mt loi sn phm vi cc mc gi khc nhau tu theo mt s iu kin khc nhau nh a im, i tng khch hng, thi gian nhm cc mc ch khc nhau. 6. Gi cc trong Bu in chu s chi phi cu cc yu t no? 7. Chin lc nh gi ca Bu in (cc lp t, cc thu bao, cc dch v) thuc loi no? 8. C khi no doanh nghip nh gi cc sn phm/dch v di mc gi thnh khng? 9. Chin lc "Gi phn bit" c p dng nh th no trong thc t ti cng ty ni bn cng tc?. 10. Chin lc gi nhm bnh trng th trng c p dng nh th no trong nh gi cc dch v Bu in? 11. Tm mt v d v chnh sch gi ht vng v phn tch cc iu kin p dng n. 12. T duy "Ch bn nhng th m khch hng cn" c th hin nh th no trong chin lc gi (*).

T duy "Bn nhng th m khch hng cn" l t duy bao trm ca Marketing, n c th hin qua cc chng trnh Marketing hn hp ni chung v cc quyt nh gi c ni ring. Gi c l cng vi 3 chin lc khc trong Marketing mix phi c xy dng ph hp vi th trng mc tiu c chn v nghin cu k. Kt hp gia gi c v cht lng, cng ty c th a ra cc chin lc: Ga cao - cht lng cao; gi thp - cht lng cao; gi thp - cht lng thp. Quyt nh la chn gi nay tu thuc vo c im ca cc th trng mc tiu khc nhau (sinh vin cho v d). Trong qu trnh cung cp sn phm cho th trng, cng ty lun lun thu nhn thng tin phn hi t khch hng iu chnh cc chin lc, trong c chin lc gi c. Trong cc phng php nh gi, c phng php nh gi cn c vo nhu cu th trng (Demand based pricing). Nh vy, cc quyt nh v gi cng xut pht t th trng, tc l cn c vo khch hng a ra cc quyt nh v gi. 142

Chng 8: Cc quyt nh v phn phi

Sau khi hc chng ny, sinh vin cn nm c: - Khi nim knh phn phi, cu trc knh - Cc loi trung gian, vai tr trung gian trong knh phn phi - Cc loi knh phn phi trong mng li BCVT

Contents
o o o o o o o o o o o o o o o o o o

YU CU 8.1. KNH PHN PHI. TM QUAN TRNG CA KNH PHN PHI

8.1.1. nh ngha knh phn phi 8.1.2. Vai tr ca trung gian trong knh phn phi 8.1.3. Chc nng ca cc thnh vin trong knh phn phi 8.2. CU TRC V T CHC CA KNH PHN PHI

8.2.1. Knh phn phi i vi sn phm cho tiu dng c nhn 8.2.2. Knh phn phi sn phm cho khch hng cng nghip 8.2.3. i vi cc nh cung cp dch v 8.2.4. Cc phng thc phn phi 8.2.5. T chc v hot ng ca knh phn phi 8.3. Cc quyt nh v la chn v qun tr knh phn phi

8.3.1. Cc cn c la chn knh phn phi 8.3.2. Qun tr knh phn phi 8.4. QUYT NH PHN PHI VT CHT

8.4.1. Bn cht ca phn phi vt cht 8.4.2. Mc tiu ca phn phi vt cht 8.4.3. Cc quyt nh v phn phi vt cht 8.5. MARKETING CA CC T CHC BN BUN V BN L

8.5.1. Marketing ca cc t chc bn l 8.5.2. Marketing ca cc t chc bn bun CU HI N TP V THO LUN PH LC

1. PHN PHI TRC TIP HNG HO- CC CNG TY NC NGOI THIT LP MNG LI GIAO HNG TI VIT NAM 2. CHIM LNH TH TRNG KIU TRUNG NGUYN 3. XU HNG NHNG QUYN THNG MI

YU CU

Khi nim knh phn phi, cu trc knh Cc loi trung gian, vai tr trung gian trong knh phn phi Cc loi knh phn phi trong mng li BCVT 143

8.1. KNH PHN PHI. TM QUAN TRNG CA KNH PHN PHI 8.1.1. nh ngha knh phn phi
Knh phn phi l mt nhm cc t chc, c nhn tham gia vo qu trnh a sn phm t nh sn xut n ngi tiu dng. Cc knh phn phi to nn dng chy sn phm t ngi sn xut n ngi mua cui cng. Tt c nhng t chc, c nhn tham gia vo knh phn phi c gi l cc thnh vin ca knh. Nhng thnh vin nm gia nh sn xut v ngi tiu dng cui cng (nu c) c gi l cc trung gian phn phi. C th c cc loi trung gian phn phi sau y:

Nh bn bun: L cc trung gian phn phi mua sn phm ca nh sn xut v bn cho cc trung gian khc hoc cho cc khch hng cng nghip. Nh bn l: L cc trung gian phn phi mua sn phm t nh sn xut hoc nh bn bun v bn sn phm trc tip cho ngi tiu dng cui cng. i l v mi gii: L cc trung gian phn phi c quyn thay mt cho nh sn xut bn sn phm. Cc i l v mi gii khng c quyn s hu sn phm. Nh phn phi: L cc trung gian phn phi trn th trng cng nghip, hoc cc nh bn bun.

Cc trung gian nh nh bn bun, nh bn l b tin ra mua hng ho ri bn li kim li. H c gi l cc trung gian thng mi. H c t cch php nhn. Nhng trung gian khc nh nh mi gii, i din ca nh sn xut, cc i l bn hng th tm kim khch hng, thay mt nh sn xut m phn cc iu kin mua bn. l cc trung giani l. H khng c t cch php nhn, v ch hng hoa hng mi gii bn hng. Cc cng ty vn chuyn, kho hng, ngn hng, qung co h tr cho nh sn xut trong qu trnh phn phi. H c gi l cc trung gian h tr. H c hng ph cung cp dch v h tr.

8.1.2. Vai tr ca trung gian trong knh phn phi

Khng nh trc y, ngi ta quan nim l trung gian ch gy tn ph v mt thi gian, thc t cho thy cc trung gian trong knh phn phi c vai tr quan trng gip cho c bn bn v bn mua. Nh cc mi quan h tip xc, kinh nghim, chuyn mn ho..., cc trung gian mang li cho nh sn xut nhiu li ch. l:

1) Gim chi ph phn phi cho nh sn xut

Nu cc nh sn xut t t chc ly mng li phn phi th h phi chu chi ph ln do khng chuyn mn ho, do quy m nh b. Vit Nam nu cc Nh xut bn bo ch t lo ly h thng knh phn phi trn khp c nc th chc chn h khng chu ni c chi ph phn phi. Do vy, h phi phn phi bo ch thng qua h thng bu cc tri rng khp c nc ca Bu in v nhiu i l t nhn khc trn c nc. Cc nh sn xut nc ngoi cng khng th chu c chi ph phn phi nu h t t chc ly mng li phn phi ti Vit Nam. Hng "General Motor" ca M cng khng ngun ti chnh bn hng trc tip, m phi thng qua 18 .000 i l c lp a sn phm n tay ngi tiu dng. Nh s dng trung gian phn phi, cc nh sn xut tp trung ngun lc vo cc khu chnh trong dy chuyn gi tr ca sn phm.

144

Hnh 8.1. Trung gian phn phi lm gim u mi tip xc

2) Tng phm vi tip cn vi khch hng cho nh sn xut trong khi gim u mi tip xc cho nh sn xut v cho khch hng.
Nh c mng li phn phi m cc nh sn xut c th tip cn ti ng o khch hng khp ni. Khch hng cng ch cn tip xc vi mt nh phn phi l c th mua c nhiu loi sn phm ca cc nh sn xut khc nhau. Ngc li, cc nh sn xut cng ch cn tip xc vi mt nh phn phi l c th bn c sn phm cho nhiu khch hng (xem Hnh 8.1. ).

3) Chia s ri ro vi nh sn xut
Trong trng hp mua t bn on sn phm vi nh phn phi, cc trung gian thng mi chia s ri ro do gi c bin ng vi nh sn xut. Do vy, nh sn xut c th thu hi vn nhanh ti u t vo chu k sn xut tip theo.

4) Gip cho cung cu gp nhau

Nhiu khi bn bn khng bit bn mua u v ngc li. Khi nh phn phi trung gian l "b mi" gip cho cung cu gp nhau. 145

5) Tng kh nng cnh tranh cho cc nh sn xut

Khi s dng trung gian trong knh phn phi, nh tit kim chi ph, tng kh nng tip cn khch hng, gim ri ro cho nn nh sn xut nng cao c kh nng cnh tranh ca mnh. Nu xem xt li ch m trung gian mang li cho c hai pha: nh sn xut v khch hng, c th thy nh trung gian ng vai "chuyn gia bn hng" cho nh sn xut v vai "i l mua hng" cho ngi tiu dng (xem Hnh 8.2.). Chuyn gia bn hng cho Nh sn xut Cung cp thng tin th Nm bt mong mun Xc tin cho sn phm m phn vi KH Cung cp ngun ti Chia s ri ro i l mua hng cho ngi tiu dng D on nhu cu ca Chia nh l hng Vn chuyn hng ho Cung cp ti chnh Bo hnh sn phm Chia s ri ro cho

trng

KH

ca KH

theo yu cu KH

cho KH

chnh cho KH

cho KH

cho KH

KH Hnh 8.2. Cc hot ng ca trung gian cho ngi bn v ngi mua

8.1.3. Chc nng ca cc thnh vin trong knh phn phi

Cc thnh vin trong knh phn phi cn thc hin cc chc nng sau y: 1) Nghin cu th trng. Do tip xc trc tip vi khch hng, cc trung gian c th thu thp c nhiu thng tin quan trng v nhu cu, th hiu ca khch hng. Thng tin ny gip cho nh sn xut lp k hoch kinh doanh. 2) Xc tin: Cc trung gian thc hin mt phn chc nng ny thay cho nh sn xut. 3) Thng lng: V phn chia trch nhim v quyn li trong knh. 4) Phn phi sn phm: Vn chuyn, d tr, bo qun. 5) Xy dng mi quan h vi khch hng. 6) Hon thin sn phm: Chia nh l hng, bao b, ng gi (p ng nhu cu ca khch hng). 7) Ti tr: Tr gip cho cc thnh vin trong knh v ti chnh (thanh ton...). 8) Chia s ri ro (khi mua t bn on) vi nh sn xut. 146

Nu khng c cc trung gian trong knh phn phi th nh sn xut phi thc hin cc chc nng ny. iu ny s dn n chi ph ln. Do vy nu phn chia theo nguyn tc chuyn mn ho m nhn cc chc nng ny cho cc thnh vin trong knh th s hiu qu hn.

Hnh 8.3. Cu trc cc loi knh phn phi

8.2. CU TRC V T CHC CA KNH PHN PHI 8.2.1. Knh phn phi i vi sn phm cho tiu dng c nhn
i vi sn phm cho tiu dng c nhn, c 4 loi knh phn phi vi cc cu trc tng ng nh sau (xem Hnh 8.3.): 1. Knh th nht c gi l knh trc tip, hay l knh cp khng. y l knh ngn nht. Cc knh cn li u l gin tip. Trong knh cp khng, nh sn xut bn hng trc tip cho khch hng cui cng qua cc ca hng cu mnh, qua bu in, hoc bn hnh lu ng, bn hng ti a im khch hng, bn hng thng mi in t (e-commerce). 2. Knh th hai gi l knh 1 cp, bao gm 1 trung gian l nh bn l (Retailer). Nhng ngi bn l mua sn phm trc tip t nh sn xut ri bn l cho khch hng. 3. Knh th ba gi l knh 2 cp, bao gm 2 trung gian l nh bn bun (Wholesaler) v nh bn l. 4. Knh th t gi l knh 3 cp, bao gm 3 trung gian, gm 2 nh bn bun ln v nh v nh bn l, hoc mt i l, mt nh bn bun, mt nh bn l. C th c cc knh cp cao hn, nhng knh phn phi cng nhiu cp th cng kh qun l. Chiu di ca knh c tnh bng s cc trung gian trong knh. V d: Knh phn phi bo ch ca Bu in qua rt nhiu trung gian nh trong Hnh 8.4. VNPT cng ci tin knh ny gim thi gian phn phi bng cch pht bo trc tip cho cc Bu cc dc theo tuyn vn chuyn th bo. Tuy nhin, so vi t nhn th knh phn phi ca VNPT vn di hn, 147

hoa hng thp hn nn d b "ct cu". Ti H Ni cc nh phn phi bo ch t nhn c th n trc tip Nh xut bn ly bo ri giao cho cc i l lun. Trong khi Bu in phi qua t ra l hai trung gian l Cng ty PHBC TW v Cng ty BC&PHBC H Ni.

Hnh 8.4. Cc trung gian trong knh phn phi bo ch qua VNPT VNPT va l trung gian trong knh phn phi i vi mt s hng ho, dch v, ca cc doanh nghip khc, va l nh sn xut i vi mt s hng ho dch v khc. Trong cc dch v chuyn pht nhanh nh FEDEX, AIRBORN, UPS th VNPT ng vai tr i l thu gom v pht BPBK. m rng mng li phc v ng thi gim chi ph phn phi, Bu in cc nc thng s dng rng ri cc i l. Bu in Vit Nam cng bt u i theo xu th , chuyn cc bu cc ba khng hiu qu thnh i l. Ngoi ra, trong my nm qua VNPT xy dng c khong 8.000 cc Nh Bu in vn ho x.

8.2.2. Knh phn phi sn phm cho khch hng cng nghip
i vi khch hng cng nghip, cc knh thng ngn hn. L do l cc khch hng loi ny t hn, tp trung hn v mt a l v s lng mua thng ln.

Hnh 8.5. Cu trc cc knh phn phi cng nghip 148

V phn loi, y cng c hai loi knh l knh trc tip v knh gin tip. Knh trc tip thng p dng cho cc mt hng c gi tr cao cn s h tr ln v k thut, ngi mua l doanh nghip ln, qu trnh m phn phc tp. Cc trng hp khc c th bn qua knh gin tip. VNPT mua cc thit b chuyn mch, truyn dn... bng con ng m phn trc tip vi nh sn xut khng qua trung gian. Cc hng sn xut my bay, tu thu, tu ho, xe tng... thng bn trc tip cho khch hng.

8.2.3. i vi cc nh cung cp dch v

Bn cht v hnh ca dch v t ra cc yu cu c bit i vi knh phn phi. Do vy, thng thng ch c 2 loi knh phn phi cho dch v: 1. Knh trc tip t nh cung cp dch v n ngi tiu dng. Do qu trnh sn xut v tiu th ca dch v khng tch ri, cho nn i vi nhiu loi dch v cn c s tip xc trc tip gia ngi bn hng v khch hng. Loi knh trc tip ny thng dng i vi cc dch v chuyn nghip nh k ton, dch v thm m, y t ...(cc dch v tip xc cao). 2. Knh gin tip qua mt i l c s dng khi khng cn tip xc trc tip gia ngi bn v khch hng. Loi knh ny c th s dng m rng phm vi tip cn ca dch v. Cc cng ty du lch, hng khng, bu chnh, vin thng... c th s dng i l trong knh phn phi.

8.2.4. Cc phng thc phn phi

tip cn vi nhiu khch hng, cn phi c mt s lng cc trung gian ln mi cp phn phi. C ba phng thc phn phi khc nhau ty vo loi sn phm .

1) Phn phi rng ri

Phng thc phn phi ny phc v mc tiu p ng nhu cu mua rng ri ca ngi tiu dng cui cng. Do vy, cn phi a sn phm n cng nhiu ngi bn l cngtt. Phng thc phn phi ny ph hp vi cc loi hng ho dch v thng dng nh ko cao su, thuc l, bo ch, v xe but, in thoi cng cng... thc hin phng thc phn phi ny, cn s dng rng ri cc trung gian l cc nh bn l cc a bn khc nhau.

2) Phn phi c quyn

y l phng thc phn phi i lp vi phng thc phn phi rng ri. Trong mt khu vc th trng nht nh nh sn xut ch s dng mt trung gian duy nht. ng thi, nh sn xut yu cu nh phn phi trung gian ch bn mt hng ca cng ty mnh m khng c bn cho cc i th. Cch phn phi ny gip cc nh phn phi trung gian c quyn t chc bn hng c hiu qu, kim sot tt. N c s dng i vi cc hng ho t tin, cc hng ho cn lng d tr ln.

3) Phn phi c chn lc

y l cch phn phi nm gia hai phng thc phn phi trn. Trong phng thc phn phi ny, nh sn xut la chn mt s cc nh bn l ti cc khu vc khc nhau. Cc sn phm ph hp vi kiu phn phi ny l loi m khch hng mua c suy ngh, cn nhc. u im ca phng thc phn phi ny l ph hp vi hnh vi mua ca khch hng i vi mt s loi sn phm, chn lc c cc trung gian v tit kim chi ph phn phi do quy m trung gian ph hp. 149

8.2.5. T chc v hot ng ca knh phn phi

1) Khi qut v t chc v hot ng ca knh
Mt knh phn phi thng bao gm nhiu thnh vin vi cc ng c v quyn li ring, gn b vi nhau thc hin mc tiu phn phi chung. S thnh cng ca tng thnh vin ph thuc vo s thnh cng ca ton b knh. Do vy, li ch ca tng thnh vin s gn vi kt qu hot ng ca ton b knh. Tuy nhin, khng phi lc no cc thnh vin trong knh cng c th phi hp nhp nhng vi nhau thc hin mc tiu chung. iu ny cn ty thuc vo t chc ca knh.

2) Knh phn phi truyn thng

Knh phn phi truyn thng thng l tp hp ngu nhin ca cc t chc, c nhn c lp vi nhau. Cc thnh vin trong knh hot ng v mc tiu quyn li ring trc mt ca mnh. Do , khng c s phi hp thng nht gia cc thnh vin trong knh. iu ny tt yu dn n nhng xung t v quyn li gia cc thnh vin trong knh. Cc thnh vin trong hthng knh phn phi truyn thng c tnh c lp tng i vi nhau, mi thnh vin l mt doanh nghip c lp, c mc tiu cc i ha li nhun ca mnh, do vy c th gy tn hi cho c h thng. C th ni h thng phn phi truyn thng khng c "ch" - khng thnh vin no trong knh kim sot c hot ng ca ton b knh. y l mt nhc im ca h thng knh phn phi truyn thng. Gia cc thnh vin trong knh phn phi v gia cc knh khc nhau c th xy ra xung t cng nh hp tc. Cnh tranh gia cc thnh vin, gia cc knh xy ra khi h cng nhm vo mt th trng mc tiu ginh c ti tin ca khch hng. Xung t c th xy ra gia cc trung gian cng mc trong knh c gi l xung t theo chiu ngang. V d, xung t gia nhng ngi bn l cng 1 mt hng. Xung t gia cc thnh vin khc mc trong knh c gi l xung t theo chiu dc. V d, xung t gia ngi bn bun v bn l. Nguyn nhn ca cc xung t l do mi thnh vin trong knh thng quan tm nhiu n cc mc tiu ngn hn, iu ny c th vi phm n mc tiu di hn chung ca knh. S hp tc xy ra gia cc thnh vin trong mt knh nhm mc tiu t c li nhun cao hn so vi khi h hot ng ring r. trnh xung t, cnh tranh v tng cng hp tc, cc thnh vin trong knh phi phn nh r vai tr ca mi thnh vin, phi hp vi nhau phc v th trng tt nht, t c hiu qu chung cao nht. Mun vy, cn phi c s qun l knh phn chia nhim v hp l v gii quyt cc xung t. H thng Marketing theo chiu dc s gii quyt c vn ny.

3) H thng knh phn phi lin kt dc (Marketing theo chiu dc)

H thng Marketing theo chiu dc ra i s khc phc c cc nhc im ca h thng phn phi truyn thng. H thng ny gm nh sn xut, mt hay nhiu nh bn s v mt hay nhiu nh bn l hot ng nh l mt h thng thng nht. Trong h thng ny c mt thnh vin l ch ca knh, hoc c c ch ton b knh hot ng thng nht cho mt mc tiu chung. H thng ny cng c kh nng ngn chn c cc 150

mu thun gi cc thnh vin trong knh. Trong sut ba thp k qua, h thng Marketing dc gi vai tr ch o trn th trng. C ba kiu h thng Marketing theo chiu dc c bn nh sau: a) H thng Marketing dc ca cng ty Trong h thng ny, cc giai on sn xut v phn phi thuc v mt ch s hu duy nht. H thng kiu ny c hnh thnh do qu trnh m rng v pha trc hoc v pha sau trong dy chuyn gi tr ca mt sn phm. Nh sn xut c th mua cc nh phn phi, hoc nh phn phi c th mua nh sn xut kim sot t khu sn xut n lu thng. Tng cng ty BCVT Vit Nam (VNPT) cng c th c coi l h thng Marketing dc, v VNPT s hu ton b hn 4 ngn bu cc trn c nc. H thng cc ngn hng thng mi Vit Nam cng l mt h thng Marketing dc, v cc ngn hng l ch s hu cc chi nhnh ca n trong c nc n tn cc huyn, th. b) H thng Marketing dc theo hp ng y l mt h thng gm cc cng ty c lp, gn b vi nhau thng qua quan h hp ng phi hp hot ng. Mc tiu ca h thng l t c hiu qu cao hn so vi khi h hot ng ring r. cnh tranh, cc nh sn xut v cc nh bn l t t chc lin kt li vi nhau di cc hnh thc khc nhau nh: lin kt t nguyn ca nhng ngi bn l do ngi bn s ti tr; hp tc x nhng ngi bn l... V d: Cng ty Coca cola cp giy php bun bn cho cc th trng khc nhau cho cc nh bn s. Theo giy php ny, cng ty cho php h mua nc ct coca ca cng ty, em v np ga, ng chai v phn phi cho nhng ngi bn l a phng. c) H thng Marketing dc c qun l H thng Marketing dc c qun l phi hp cc thnh vin trong knh nh quy m v sc mnh ca ca mt thnh vin trong knh. Thnh vin c th l nh sn xut hoc nh phn phi c uy tn. V d nh cng ty "General Electric", "P&G" c uy tn v tim lc phi hp hot ng ca nhng nh bun bn trung gian mt hng do cng ty sn xut. l cc hot ng nh t chc trng by, khuyn mi, qung co, gi c...

3) H thng Marketing theo chiu ngang

Khi cc cng ty khc nhau khng c kh nng t chc cc h thng Marketing theo chiu dc do khng nng lc (vn, k thut, nng lc sn xut...), hoc s ri ro, th c th lin kt, hp tc vi nhau t chc knh phn phi. l h thng Marketing theo chiu ngang. C th gi y l hnh thc Marketing cng sinh. Vi nhng cam kt kh mnh m v m ca h thng bn l, cc tp on, siu th ln th gii s ln lt c mt ti Vit Nam. y l mt thch thc cho h thng phn phi, bn l cn non tr trong nc. Vi tim lc mnh v ti chnh, kinh nghim, phng tin qun l hin i, ton b th trng bn l trong nc c th s b h thu tm, chi phi bi chnh sch kinh doanh ca h; h c th p dng bin php khng lnh mnh loi b i th cnh tranh. Do vy, cc doanh nghip Vit Nam cn phi lin kt vi nhau xy dng h thng knh phn phi d mnh.

8.3.1. Cc cn c la chn knh phn phi

151

Cng ty cn phi la chn c cc loi knh phn phi ph hp cho sn phm ca cng ty. la chn knh, cng ty cn xc nh cc cn c chn knh phn phi ph hp. Theo t duy hng v khch hng, vic chn knh phn phi trc ht phi cn c vo th trng. Ngoi ra, cn xem xt n sn phm, n cng ty v n cc trung gian.

1) Xem xt v th trng
Loi th trng l yu t u tin cn xem xt. Nu th trng l khch hng cng nghip th r rng l khng cn n ngi bn l trong knh. Trong cc trng hp khc, chng ta cn phi xem xt thm cc bin s th trng di y:

S lng cc khch hng tim nng. Nu s lng khch hng tim nng t th nh sn xut c th s dng lc lng bn hng ca h bn hng trc tip cho c khch hng cng nghip v ngi tiu dng cui cng. Khi lng khch hng tim nng ln th cn phi s dng n cc trung gian. Mc tp trung v mt a l ca th trng. Nh sn xut c th s dng cc chi nhnh ca mnh bn cho cc th trng tp trung. Nhng h phi s dng cc trung gian trong trng hp khch hng phn b phn tn. Khch hng cng phn b cng rng th knh cng di. Quy m ca cc n t hng. Khi quy m ca n hng ln th nh sn xut c th bn trc tip. Ngc li, khi quy m nh th bn gin tip qua trung gian. S lng mua trong mi ln cng t th knh cng di.

2) Xem xt v mi trng

l mi trng kinh t, lut php... Khi kinh t quc gia suy thoi th nn gim bt trung gian v cc dch v khng quan trng gim chi ph. Lut php cc nc cng quy nh v vic c s dng cc trung gian hay khng i vi cc hng ho, dch v no .

3) Xem xt v sn phm

Gi tr ca mi n v sn phm. Cc sn phm c gi tr cng cao th cn knh phn phi cng ngn. Cc sn phm c gi tr cng thp th knh cng di. Tuy nhin, nu sn phm gi tr thp nhng gi tr l hng ln th cn knh ngn hn. c im ca hng ho. Cc sn phm chng h hng th cng cn cc knh ngn. Cc sn phm cng knh, nng n cng cn cc knh ngn gim chi ph bc d, vn chuyn. c tnh k thut ca hng ho. Cc sn phm c gi tr cao, i hi mc chm sc khch hng cao, cc hng ho khng tiu chun cng cn bn trc tip.

4) Xem xt v cc trung gian

Cc dch v m trung gian c th cung cp. Nh sn xut s la chn cc trung gian c kh nng cung cp cc dch v khch hng m nh sn xut khng cung cp c hoc cung cp vi chi ph cao. S sn c cc trung gian m nh sn xut cn. C th khng c sn cc trung gian m nh sn xut mong mun. Thi ca cc trung gian i vi chnh sch ca nh sn xut. S la chn ca nh sn xut nhiu khi b hn ch, v cc trung gian khng chp nhn cc chnh sch ca nh sn xut.

5) Xem xt v bn thn nh sn xut

Ngun ti chnh. Cc nh sn xut c t ngun ti chnh th khng c kh nng t t chc knh phn phi m phi s dng trung gian. 152

Kh nng qun l. Cc nh sn xut t c kinh nghim qun l phn phi thng mun s dng trung gian. Mong mun qun l knh. Mt s nh sn xut mong mun qun l knh phn phi kim sot gi c v hot ng xc tin Marketing. Xem xt v knh phn phi ca cc i th cnh tranh. Qua tm hiu knh ca cc i th, nh sn xut c th pht hin ra cc im mnh, im yu trong h thng phn phi ca i th thit k knh cu mnh. Xem xt v mc tiu phn phi ca knh. Mc tiu ny phi xut pht t chin lc Marketing hn hp ca nh sn xut. V d nh i vi cc dch v BCVT, mc tiu l mi ngi dn u c th tip cn n cc dch v c bn. thc hin mc tiu phn phi ny cn s dng rng ri cc knh phn phi khc nhau nh cc i l cc a bn khc nhau, cc im bu in vn ho x, cc bu cc, cc ki t, cc ca bin t ng.

8.3.2. Qun tr knh phn phi

Sau khi la chn knh phn phi, vn quan trng tip theo l phi qun tr hot ng ca knh. Qun tr knh phn phi bao gm cc vn sau y:

1) La chn cc thnh vin knh

la chn cc thnh vin trong knh, nh sn xut phi t ra h thng cc tiu chun la chn v cc mt sau:

a im ph hp vi th trng mc tiu C mt bng giao dch C uy tn, c kh nng tip cn vi th trng mc tiu C k nng bn hng, k nng cung cp dch v khch hng C vn ling thc hin cc u t ban u cn thit

Cc tiu chun ny phi nhm p ng c mc tiu ca chin lc phn phi ca cng ty. V d: m bo kin thc chuyn mn, nghip v, tin cy, c th la chn cc cn b bu in v hu lm i l mt s dch v BCVT.

2) Khuyn khch cc thnh vin trong knh

thc y bn hng, cng ty thng p dng cc chnh sch khc nhau khuyn khch cc thnh vin trong knh. Mun pht huy cao tc dng ca cc chnh sch khuyn khch, cng ty cn tm hiu nhu cu, mong mun ca tng thnh vin lm cn c cho cc chnh sch. Chnh sch c tc ng mnh nht l chit khu bn l cao, cc iu kin u i trong hp ng, phn thng vt cht v tinh thn cho cc thnh vin bn hng gii. Cc bin php pht cng c thc hin i vi cc thnh vin hot ng km. Chnh sch khn kho hn l chnh sch thit lp mi quan h cng tc lu di n nh vi cc thnh vin trong knh. Hai bn cng bn bc dn n mt tho thun p ng mong i ca hai bn. Cc mc thng khc nhau tng ng vi cc kt qu hot ng khc nhau theo tho thun i vi mi thnh vin trong knh. Phng php th ba l k hoch ho vic phn phi trong knh. Cng ty thnh lp b phn chuyn trch v phn phi. B phn ny vch ra mc tiu, k hoch, bin php xc tin h tr tiu th. Cng ty h tr c lc 153

cho cc thnh vin v qung co, khuyn mi, trng by hng ho, hun luyn k nng bn hng chm sc khch hng cho cc thnh vin. Cc hot ng h tr lm cho cc thnh vin cm thy yn tm v gn b vi cng ty nh l mt thnh vin trong h thng Marketing ca cng ty.

3) nh gi hot ng ca cc thnh vin trong knh

nh gi cng bng hot ng ca cc thnh vin trong knh l vic lm cn thit. lm iu , trc mi k k hoch (thng, qu, nm) cng ty giao nh mc bn hng cho mi trung gian trong knh phn phi. Cui k, cng ty gi "Bn nh gi kt qu kinh doanh" ca mi thnh vin cho h h thy c cc thnh tch cng nh yu km cu mnh trong k. y hn, Cng ty phi nh k nh gi cng tc ca cc thnh vin theo mt s cc ch tiu tho thun trc trong hp ng nh doanh s t c, cc dch v cung cp, mc hng d tr trung bnh, thi gian giao hng trung bnh...

8.4. QUYT NH PHN PHI VT CHT 8.4.1. Bn cht ca phn phi vt cht
Phn phi vt cht l qu trnh bao gm lp k hoch, thc hin v kim tra vic vn ti v lu kho hng ho t ni sn xut n ni tiu dng p ng nhu cu ca khch hng v mang li li nhun cho nh phn phi. Nh vy, yu cu c bn l cc quyt nh v phn phi vt cht phi m bo p ng nhu cu ca khch hng vi mc chi ph hp l. Mun vy, cn phi qun l, phi hp cht ch hot ng ca tt c cc thnh vin trong knh phn phi. Cng c quan trng h tr c lc cho cng tc qun l l cng ngh thng tin. l mng my tnh, thit b u cui ti im bn hng, m vch, trao i d liu in t (EDI), chuyn vn in t (EFT). Trong cc loi chi ph, th chi ph phn phi vt cht chin t trng ln trong tng chi ph phn phi. Do vy, vn kim sot, qun l v tit kim chi ph phn phi c vai tr quan trng. V thnh phn, cc chi ph phn phi vt cht chnh bao gm: chi ph vn ti, lu kho, bo qun, bc xp hng ho, giao nhn, phn l ng gi hng ho, x l n hng v cc chi ph hnh chnh. tit kim chi ph, cc vn cn gii quyt l: chn a im kho hng hp l, chn tuyn vn ti ti u, qun l i xe vn chuyn. Phn phi vt l c vai tr quan trng i vi vic m bo cht lng phc v khch hng. T chc phn phi vt cht tt s p ng nhu cu ca khch hng, tit kim c chi ph.

8.4.2. Mc tiu ca phn phi vt cht

Mc tiu ca phn phi vt cht l cung cp ng chng loi mt hng, ng s lng, ng cht lng, ng a im, ng lc vi chi ph thp nht. y l bi ton ti u a mc tiu, v gia mc dch v cung cp v chi ph phn phi c mi quan h ngc chiu. Khng h thng phn phi vt cht no c th ng thi ti a ho dch v v ti thiu ho chi ph. Dch v tt nht ko theo mc d tr hng tn kho ln, vn chuyn nhanh nht, t chc nhiu kho hng. V nh vy chi ph phn phi tng cao. Ngc li, nu gim chi ph phn phi th ko theo vn chuyn km, d tr hng thp, t kho hng. Do vy, ch c th tm c phng n tho hip m thi. 154

 quyt nh mc dch v, cn phi nghin cu nhu cu ca khch hng mc tiu, nghin cu mc cung cp dch v ca cc i th cnh tranh. Tu vo mc tiu chin lc ca cng ty, h c th quyt nh mc dch v thp hn, ngang bng, hoc cao hn so vi cc i th.

8.4.3. Cc quyt nh v phn phi vt cht

Sau khi xc nh c mc tiu phn phi vt cht, cng ty phi quyt nh cc vn c bn sau y v phn phi vt cht: X l n t hng nh th no? B tr cc kho bi u? Cn d tr bao nhiu hng tn kho? Vn chuyn hng ho nh th no?

1) X l n t hng
X l n t hng ca khch hng l khu u tin ca qu trnh phn phi vt cht. Mc tiu l phi kim tra v x l n hng nhanh nht c th, sau n hng c nhanh chng c chuyn qua cc b phn tip theo khc hon thin cc th tc giao hng nhanh chng cho khch hng. Quyt nh n vn x l n hng nhanh chng, cng ty phi trang b h thng mng my tnh ni b kt ni vi bn ngoi giao tip vi khch hng.

2) Quyt nh v kho bi d tr hng

Gia sn xut v tiu dng hng ho thng c s khng ng b v a im, khng gian v thi gian. D tr hng ho l vic cn thit p ng nhanh nht nhu cu ca khch hng. N gip cho vic cn bng gia cung v cu v s lng, thi gian v khng gian. Mun d tr hng cn phi c kho bi. Lin quan n kho bi, cng ty cn phi tr li nhng vn sau y: - S lng kho, a im kho, quy m kho? Nu cng ty c nhiu kho phn b gn khch hng th s phc v khch hng nhanh hn, nhng chi ph ca nh phn phi s ln hn. Do vy, cng ty cn cn i gia mc dch v khch hng yu cu v chi ph. - Cng ty nn xy kho hng ring hay thu? Nu xy dng h thng kho bi ring, cng ty ch ng s dng, nhng chi ph s cao v kh thay i a im khi cn. Thu kho bi cng cng hoc ca cc nh cung cp dch v khc th khng ch ng, nhng d la chn a im. Ni chung, khi cng ty c quy m rt ln th c th t xy dng kho hng v s dng ht cng sut, ng thi c th u t chuyn su. Khi cng ty b th nn i thu kho ca cc cng ty khc.

3) Quyt nh v khi lng hng d tr

Mc lu kho l mt quyt nh c nh hng ln n mc tho mn nhu cu ca khch hng, ng thi n chi ph lu kho, v do vy nh hng n li nhun ca nh phn phi. y l mt bi ton qun l d tr hng tn kho. gii quyt vn ny, chng ta c th p dng m hnh qun l d tr c nghin cu trong mn hc Ton kinh t. quyt nh v mc tn kho, cn phi bit khi no th phi t hng b sung, v t bao nhiu. Khi mc hng tn kho gim, nh qun l cng cn bit khi hng tn kho gim n mc no th t hng b xung. Quyt nh t hng tr li cu hi s lng t hng l bao nhiu. Cng ty cn cn bng gia chi ph x l n hng v chi ph d tr hng tn kho. S lng n hng ti u c xc nh nh trn hnh 8.6. 155

Hnh 8.6. Xc nh s n t hng ti u

4) Quyt nh v vn ti
vn chuyn hng ho phi c phng tin vn ti. Mc tiu ca vic la chn phng tin vn ti l lm sao p ng c yu cu ca khch hng v thi gian v cht lng hng ho, ng thi vi mc chi ph ti thiu. C nhiu phng tin vn ti khc nhau nh: ng st, ng thu, ng b, ng hng khng, ng ng. Mi phng tin vn chuyn c u nhc im ring, ph hp vi cc loi hng ho ring, yu cu ring ca khch hng. cng ty cng c th xy dng i vn ti ring, hoc thu cc cng ty vn ti cung cp dch v vn ti. Khi la chn cc phng tin vn ti, cng ty cn quan tm n 6 yu t sau y: tc ca phng tin, tn sut giao hng, tin cy, kh nng vn chuyn cc loi hng ho, kh nng vn chuyn n a im cn thit, yu cu v thi gian ca khch hng, v chi ph vn chuyn.

8.5. MARKETING CA CC T CHC BN BUN V BN L 8.5.1. Marketing ca cc t chc bn l

1) Khi nim
Bn l l cc hot ng lin quan n vic bn hng ha, dch v trc tip cho ngi tiu dng cui cng.

2) Cc loi hnh bn l
C rt nhiu loi hnh bn l khc nhau. Do vy cng c nhiu tiu thc phn loi bn l. Sau y l cc tiu thc phn loi bn l thng dng: a) Theo tiu thc mt hng bn l, ngi ta chia ra ca hng bn l chuyn doanh, ca hng bch ho, siu th, ca hng tin dng, ca hng cao cp. 156

Ca hng chuyn doanh chuyn bn cc dng sn phm hp, chuyn su nh ca hng chuyn bn vng bi, c hng qun o ngoi c, ca hng chi tr em, qun o lt ph n... i vi lnh vc bu chnh vin thng, l cc im cung cp dch v Internet bn l, cc ca hng chuyn bn tem... Ca hng bch ho bn nhiu loi hng ho khc nhau, chia ra thnh nhiu chng loi: qun o nam, qun o n, thc phm, in t ... Siu th, cng nh bch ho, bn nhiu loi hng ho, nhng khch hng t phc v cho nn gi h hn. Trong nhng nm gn y, siu th pht trin nhanh cc th ln Vit Nam v tr thnh hnh thc mua sm vn minh, lch s vi gi c chp nhn c. Ca hng tin dng l cc ca hng nh phn tn cc khu dn c, bn cc mt hng phc v nhu cu thng xuyn ca ngi tiu dng, m ca vo tt c cc ngy trong tun t sng sm n ti. Gi bn c th cao hn mt t. Ca hng cao cp l mt s t ca hng bn cc hng ho cht lng cao phc v cc khch hng nhiu tin v yu cu cao. Ca hng cao cp thng c t cc khu ph sang trng, trung tm. V d nh hng Bga cnh h Hon kim H Ni.

b) Theo mc dch v khch hng cung cp cho ngi mua, c ba loi ca hng bn l: ca hng t phc v; ca hng bn l cung cp dch v hn ch v cc ca hng bn l cung cp y cc dch v.

Ca hng bn l t phc v cung cp rt t dch v khch hng, do vy hng ho c bn vi mc gi thp. nc ngoi, cc nh n t phc v thng t ti cc trng i hc, cc c quan ln ng cn b cng nhn vin. Khch hng t ly mm bt, thc n theo cc mn ch bin sn vi nh lng nht nh. Loi ca hng nh th ny cng bt u xut hin ti Vit Nam. Cc ca hng bn l cung cp y dch v thm thng bn vi gi cao, nhm phc v cho khch hng yu cu cao. Cc Restorant trong cc khch sn cao cp thuc loi ny. Khch hng xem thc n v t mn ch bin theo yu cu ring.

c) Theo hnh thc bn, c th chia thnh 2 loi l bn l qua ca hng v bn l khng qua ca hng. Bn l khng qua ca hng c nhiu hnh thc nh t hng qua th, mua hng qua my bn hng t ng, mua hng qua in thoi, mua hng qua mng (e-commerce), bn l ti nh, Marketing trc tip. Bu in cc nc c dch v "Lnh ho giao ngn" (Cash on Delivery - COD) l hnh thc mua hng qua Bu in. Bu in Vit Nam cng mi th nghim dch v ny vo nm 2006. Cc my bn hng t ng cung cp nhiu loi hng ho thng thng nh tem th, thuc l, nc ngt, bo, ko, v tu in, kem nh giy... Hnh thc bn l ti nh rt pht trin ti Vit Nam do chi ph lao ng thp bn hng thp. Bn hng qua mng Internet hin nay ang dn tr nn ph bin ti Vit Nam. l cc ca hng gm s Bt Trng, ca hng bn my tnh Blue Sky, dch v in hoa, bn sch qua mng... Cm hp cng l hnh thc bn hng qua in thoi ph bin ti Vit Nam. Hnh thc bn hng ca Bu in c th bao gm: Bn bun cho cc nh bn li (Reseller), bn l ti cc bu cc cc cp, qua cc i l v im bu in vn ho x, bn qua mng (in hoa), bn ti nh... Bn hng ti nh l hnh thc bn hng cn p dng i vi cc khch hng ln ca Bu in, c bit l trong iu kin cnh tranh ngy cng gia tng trn th trng. d)Theo hnh thc s hu, bao gm cc loi ca hng bn l c lp, cc chui ca hng ca mt cng ty, cc hp tc x bn l, cc i l c quyn.

Cc ca hng c lp rt ph bin Vit Nam, do mt ch t nhn s hu v quan l, s dng nh ca mnh hoc thu ca hng kinh doanh. Chui ca hng gm nhiu ca hng do mt cng ty s hu, bn cc mt hng tng t nhau. Chui ca hng chu s iu hnh tp trung t cng ty. 157

Ti Vit Nam, mt s ca hng kinh doanh dch v c khch hng tn nhim, bt u m thm mt s cc ca hng tng t ti cc v tr khc nhau trong thnh ph, hoc vn ra cc thnh ph khc trong v ngoi nc. l cc chui khch sn ca mt cng ty c mt ti cc thnh ph trong v ngoi nc; cc siu th ca cng mt cng ty nh chui siu th Corp.Mark ti Thnh ph H Ch Minh; cc nh hng D lan 1, D lan 2, D lan 3 ca cng ty thng mi ti Thanh Ho; cc ca hng c ph Trung nguyn c mt khp cc tnh trong c nc v c nc ngoi. Ti Cng ho lin bang c, cng ty kinh doanh qun o "Made in Vietnam" Saigonmex ca cc Vit kiu t chc n trn 30 ca hng bn l qun o trn t c (n thi im 6/2006). H cng ang d kin m thm cc ca hng tng t ti cc nc khc chu u.

Hp tc x bn l bao gm cc nh bn l c lp t nguyn lin kt li thnh mt t chc nhm iu hnh thng nht cng vic kinh doanh nng cao kh nng cnh tranh. Cc i l c quyn l s lin kt theo hp ng gia nh sn xut, bn bun (bn ch quyn) v cc nh bn l (bn nhn quyn). Bn ch quyn cho php bn nhn quyn c c quyn kinh doanh di thng hiu bn ch quyn trong mt khu vc. Bn nhn quyn phi tun theo cc quy trnh qun l ca bn ch quyn m bo cht lng. Thu nhp ca bn nhn quyn c hai bn tho thun v ghi r trong hp ng. Hnh thc ny cn c gi l nhng quyn thng mi.

3) Cc quyt nh Marketing ca cc doanh nghip bn l

a) Quyt nh v th trng trng im Nh bn l cn c y thng tin v th trng trng im. T xc nh c hot ng ca mnh phi c nh v nh th no trn th trng . Quyt nh v nh v s chi phi mi quyt nh khc. V mi hot ng Marketing khc c tc dng cng c s nh v ca nh bn l trn th trng. b) Quyt nh v danh mc sn phm Nh bn l phi quyt nh danh mc sn phm m h bn, cht lng sn phm , cc dch v khch hng km theo mi loi sn phm, v mi trng ca hng ni bn hng, cung cp dch v cho khch hng. c) Quyt nh v gi bn Gi bn l thng gn lin vi gi mua vo, v cc dch v b sung km theo. Gi bn l thng c tnh theo gi mua vo cng li nhun %. i vi cc nhm khch hng khc nhau, nh bn l cn nh gi khc nhau. Cng cn phi iu chnh gi khi c cc bin ng trn th trng. d) Quyt nh v xc tin hn hp Nh bn l cng phi quyt nh v cc thnh t ca xc tin hn hp truyn thng cho khch hng bit. Nhn vin bn hng, ni bn hng cng l mt knh xc tin tt. e) Quyt nh v a im ca hng a im bn hng c vai tr quan trng i vi s thu ht khch hng ca nh bn l. Do vy, nh bn l cn phi xc nh c cc tiu chun ng n chn a im bn hng.

8.5.2. Marketing ca cc t chc bn bun

158

1) Khi nim bn bun

Bn bun l tt c cc hot ng lin quan n bn hng ha, dch v cho nhng khch hng l doanh nghip, t chc kinh doanh, hoc phc v cho hat ng ca h. Cc nh bn bun c nhng c im khc bit so vi cc nh bn l. Th nht, h thng giao dch trc tip vi cc khch hng bun bn, do vy h t quan tm n qung co, a im bn hng. Th hai, nh bn bun c phm vi hot ng rng, khi lng hng ho giao dch ln. Th ba, h chu cc quy nh v php lut, thu m cht ch hn cc nh bn l.

2) Phn loi bn bun

C th phn loi cc nh bn bun thnh 3 nhm nh sau: a) Nh bn bun hng ho thc s y l cc doanh nghip c lp, mua bun hng ho bn li. H c quyn quyt nh i vi hng ho. b) Cc nh mi gii v i l Cc nh mi gii c chc nng gip cho bn mua v bn bn gp nhau. H khng mua bn hng ha. H hng hoa hng t cc hp ng mi gii. Cc i l i din cho bn mua, bn bn cung cp hng ho theo gi ca bn bn, v hng hoa hng i l theo tho thun. c) Chi nhnh vn phng i din ca nh sn xut H l i din cho nh sn xut tip xc vi khch hng thc hin mt s chc nng thng mi c nh sn xut giao ph.

3) Cc quyt nh Marketing ca nh bn bun

Nh bn bun cng phi ra cc quyt nh Marketing tng t nh nh bn l. l quyt nh v th trng trng im; quyt nh v danh mc sn phm cung cp v cc dch v km theo; quyt nh v gi c v cc chng trnh xc tin.

PH LC 1. PHN PHI TRC TIP HNG HO- CC CNG TY NC NGOI THIT LP MNG LI GIAO HNG TI VIT NAM
Ti mt th trn nh ca tnh Thanh Ho, ni thu nhp ca ngi dn c nm cha mua mt i giy Nike, nhng chic xe ti hng nh sc s cn mn ch y hng ho t chai nc ngt Coca n x phng Omo, nc gi u Clear. y l chn rt ca mt mng li phn phi khng l ca cc cng ty xuyn quc gia vn ti mi min qu, ngc ngch mi cho cc "thng " nng dn Vit Nam.

159

Sn phm ca Coca-Cola hin nay c mt khp 61 tnh thnh trong c nc, thm ch nhng vng kh n nht. Quay li th trng Vit Nam nm 1994, lng Coca-Cola tiu th nhanh chng t tng trng cao, c nm thm ch tng gp ri. Thanh Ho tuy ngho nhng li l mt trong tnh dn u v ung CocaCola min Bc. C nhng chai sng sm xut kho chiu ti v chai quay tr v. Ch trong vi nm, Coca-Cola kp xy dng cho mnh mt mng li phn phi rng ln hot ng kh hiu qu. Sau khi ri khi dy chuyn sn xut, nhng chai, lon Coca, Fanta, Sprite s c cht ln nhng xe ti hng nng chuyn ti 14 trung tm phn phi. T nhng trung tm ny cc sn phm li c nhng chic xe ti hng nh km theo mt nhn vin bn hng v mt li xe chuyn ti 150.000 im bn l trn khp c nc. i th ca Coca-Cola l Pepsi v nhiu cng ty ln khc ca nc ngoi nh Proconco, Uneliver... cng phn phi sn phm theo cch thc tng t. Khch hng ch cn nhc in thoi l c hng t nc Vit Nam tri di 2000 km vi a hnh phc tp. Do vy, khng phi cng ty no cng c kh nng thit lp c mt mng li phn phi s n nh vy. Phn phi trc tip l c mt lot vn rt phc tp khng ch lin quan n kh nng ti chnh, kinh nghim m cn l vn qun l con ngi v ri ro. Lin doanh bia ng Nam (SEAB) sn xut Carlsberg v Halida, gn y tung ra loi hnh dch v giao tn nh kh c o cho php khch hng ch cn nhc my in thoi, quay s v trong vng 15-20 pht c bia giao tn tay, d ch l mt kt. Tuy nhin, dch v mi cng khng nhm trc tip vo vic thu li nhun m l nhm khuyn khch thi quen ung Halida, c bit l thi quen ung nh. V lm c mt vic tng chng n gin nh giao cm hp, SEAB cng phi li dng vo mng li phn phi trc tip sn c v kh rng ln ca Cng ty gas Ngn La Thn (dch v ny ban u ch c th nghim hn ch H Ni). Nhng hnh thc phn phi c o tng t c th k n nh xe y bn Coca hay l xe p rong bn kem Wall. Chnh nh vo mt h thng phn phi vn tn ti tng khch hng nh nht kt hp vi cc hnh thc bn hng c o, bt mt v cc chng trnh qung co, khuyn mi thng xuyn m cc tp on xuyn quc gia ny h gc c khng t i th trong nc. Yu th ngay trn sn nh Nhng khng phi cng ty nc ngoi no cng lm c nh vy. Nhiu cng ty phi b cng, b sc tm mt i tc Vit Nam c kh nng phn phi hng cho mnh. Mt chuyn gia thng mi nhn xt mng li phn phi ca cc cng ty Nh nc ni chung ch yu co cm cc trung tm tiu th ln, tp trung vo cc hp ng gi tr cao n hoa hng, cn phn cng vic khc t cc nh bn l xoay x. Cc cng ty t nhn mc d nng ng nhng nhn chung l cha tim lc v lnh ngh c th chi phi th trng. Bn cnh , kh nng gi ch tn trong kinh doanh v trnh lnh ngh ca cc nh phn phi trong nc cng ang gy nn vn ln trong vic quan h lm n vi cc cng ty a quc gia vn rt ch trng n uy tn sn phm. Motorola l mt v d minh ho in hnh. Cng ty ny c bn i l ti Vit Nam u l nhng cng ty kh ln v c uy tn nht nh. Motorola bt buc phi a ra giy chng nhn sn phm chnh hiu c in m s my v du ca vn phng cng ty. Thm ch gn y Motorola cn thit lp mt ng dy nng phc v ring cho khch hng kim tra my ca mnh mua c phi l chnh hiu hay khng. Nng lc ti chnh cng l mt vn m cc cng ty nc ngoi rt quan tm khi la chn nh phn phi trong nc. Nhiu hng nc ngt phi chng kin hng t ng tin hng i nn ra i m khng lm g 160

c v i l mt kh nng thanh ton hoc ch n gin l h khng chu tr tin. Nh my bia ng Nam th cn trng hn. Cc ca hng mun lm i l bn bia Carlsberg hay Halida u phi c th chp, bn cnh cn phi k mt hp ng ngn hn vi nhng iu khon kh cht ch v thi hn thanh ton tin hng. Nn kinh t ang trong giai on chuyn sang c ch th trng, do vy nhiu khi nim kinh doanh cn rt mi m vi cc cng ty trong nc. Cc cng ty phn phi Vit Nam rt khng chuyn nghip. Nhiu ngi vn ngh n gin rng ch cn c ngi v xe l c th lm phn phi c. Thc t li hon ton khng n gin nh vy, m cn phi c nhn vin phn phi chuyn nghip. Nhn vin bn hng khng ch bit giao hng thu tin m cn phi c hiu bit rt tt v sn phm mnh ang bn, c kh nng truyn thng, hng dn ngi mua v cn phi c o to lun lun bit cch cao thng hiu sn phm, cao hnh nh ca nh sn xut. Chnh nh c mt i ng nhn vin nng ng v trnh am hiu v sn phm kh cao m FPT c hng lot cc hng my tnh ln trn th gii nh IBM, Compaq, Microsoft tin cy trao cho quyn phn phi. Mt im yu khc ca cc nh phn phi Vit Nam l khng mun th nghim trong lnh vc mi. Ngoi tr mt s trng hp him hoi nh Cng ty H Thng mnh dn ng ra phn phi ch Dilmah, cn th hu ht cc cng ty thng x vo phn phi nhng sn phm thnh cng trn th trng. Rt nhiu ngi mun ng ra lm phn phi cho thit b in ca Clipsal hoc Shneider, trong khi thit b in ca Legrand ni ting khp chu u li kh tm c i l phn phi. n gin ch v trong khi ngi tiu dng bnh thng trong nc hu nh cha bit n cng tc, cu dao mang nhn hiu Legrand th t lu h quen vi hng lu mang nhn hiu Clipsal nhp t Trung Quc vi gi rt r. Rt kh tm c nh phn phi cho mt sn phm mi. Ni chung, cc cng ty Vit Nam ch lm cc cng vic k thut n thun, cn hu nh ton b khu phn phi (sn phm ca cc cng ty nc ngoi) l do cc cng ty nc ngoi kim sot

2. CHIM LNH TH TRNG KIU TRUNG NGUYN

Xy dng mt h thng bn l ngay trc ngng ca WTO v s b t ca cc "ng ln" bn l nc ngoi k ra cng mo him. Th nhng bao gi trong mo him ca n cha mm mng ca s thnh cng. l l do m Trung Nguyn thc hin tng xy dng G7 Mart. Vit Nam l mt th trng mu m v tim nng vi hn 80 triu dn, tc tng trng kinh t khong trn 8%/nm, tng tiu dng ln n 21 t USD (nm 2005). y l thi im thun li thc hin tng G7 Mart. Gim c ca cng ty Trung nguyn tuyn b: S mng ca G7 Mart l xy dng h thng phn phi s 1 Vit Nam, gp phn a c hng Vit Nam ra ton cu. y l mt h thng phn phi ca Vit Nam nhm gi vng h thng phn phi hng ho tiu dng ti Vit Nam, xy dng cng l phn phi; h tr mnh m chin lc pht trin thng hiu Vit; tr thnh s i trng vi cc h thng phn phi ca tp on nc ngoi. V vy chin lc kinh doanh bc u ca G7 Mart l: pht trin mnh mng li phn phi da trn nn tng cc i l sn c trong khp c nc, xy d h thng qun l v hu cn mnh m; hp sc vi nh sn xut... Ngnh hng kinh doanh ch yu ca G7 Mart l thc phm ngt, thc phm mn, ho m phm, ru bia nc gii kht, thuc l; thuc ty, bo ch, th in thoi tr trc; qung co, t vn, dch v thanh ton ho n, my ATM, in thoi cng cng... n nay, G7 Mart chn c s lng cc nh phn phi, i l s l trn ton quc tiu chun v cho h ng k tham gia tr thnh thnh vin ca h thng phn phi G7 Mart. Nhiu nh u t l t nhn v cc php nhn nh ngn hng, cng ty ti chnh ng k tr thnh i tc cung ng vn. V pha G7 Mart, h thng nhn s hnh thnh v hon chnh vo thng 2/2006. Trong qu I nm 2006, G7 Mart s k hp ng chnh thc vi cc nh cung cp. Nhiu nh u t, ngn hng, cng ty ti chnh ng k tr thnh i tc cung cp vn. V pha G7 161

Mart, h thng nhn s hnh thnh v hon chnh vo thng 2/2006, h thng IT s ci t chy khng ti vo 15/2/2006. Cng ty cho bit quy trnh nghip v, h thng o to chun b xong v c th vn hnh ngay lp tc. Theo cc nh chuyn mn, khi h thng ny i vo hot ng, cc doanh nghip sn xut ca Vit Nam c c mt knh phn phi mi hiu qu trn gi v trc tip n ngi tiu dng. Ngi tiu dng cng s tip cn mt phong cch bn l mi, hin i, gi r, tin li v rng khp c nc ng thi hng li t cc dch v tin ch ca G7 Mart.

3. XU HNG NHNG QUYN THNG MI

Xut pht t mt ca hiu nh Bc M, ngy nay ngh thut nu nng ca Harland Sanders c mt ti 92 nc trn th gii (k c Vit Nam). Hn 600 ca hng trn ton nc M v c Canada b chinh phc. Nm 1986, tp on Pepsi phi tr 840 triu USD tr thnh ch ca thng hiu g rn Kentucky (Kentucky Fried Chicken - KFC). Kinh doanh kiu KFC theo thut ng ting Anh gi l franchising, tm dch l chuyn nhng thng hiu (hay l "Nhng quyn thng mi"). Cu chuyn v mn g rn Kentucky u thp k 50 khi cng vic kinh doanh ca Harland Sanders ang "thun cho mt mi", t nhin chnh ph M li c nh xy dng mt xa l xuyn quc gia chy ngang qua th trn Corbin, bang Kentucky ni ng c mt hiu n nho nh. Thy trc nhng bt li, Harland Sanders quyt nh bn ca hng v bt u mt cuc phiu lu mi. Vi kinh nghim nu n hng chc nm, Harland Sanders xy dng c mt cng thc g rn c o vi 11 loi gia v c bit v k thut nu bng ni p sut. Sau ny, nu nh hng no chp nhn th ng s truyn li b quyt v thu v 5 cent (xu M) trn mi u g bn ra. Chuyn nhng thng hiu l mt hnh thc kinh doanh, theo mt bn cho bn kia s dng thng hiu ca mnh vi mt hay nhiu loi hng ho, dch v km theo vic cung cp cc dch v, k thut, k nng iu hnh, b quyt kinh doanh v thu li mt khon ph. Nh vy, franchising khng ch n thun l chuyn giao mt thng hiu nh cc hp ng li-xng hay l chuyn giao cng ngh nh trong cc hp ng chuyn giao cng ngh. N l s chuyn giao c mt h thng bao gm t thng hiu cho n cc vn k thut v qun l. Hnh thc kinh doanh ny c th gip cho ch thng hiu nhanh chng pht trin kinh doanh, khuch trng sn phm, nng cao th phn m khng cn phi b nhiu vn. V khng phi b vn nn ri ro trong kinh doanh i vi h tng i thp. Nu vic kinh doanh gp kh khn th ngi nhn chuyn nhng thng hiu, tc l ngi b vn u t, s chu ri ro ch khng phi l ngi chuyn nhng thng hiu. V pha ngi c chuyn nhng cng c thun li. Mi doanh nghip khi khi s u phi lm mi th t u. T vic nghin cu c th a ra mt sn phm ph hp vi nhu cu ca ngi tiu dng cho n xy dng phng thc kinh doanh, qun l. Ngi c chuyn nhng thng hiu, v d nh cc ca hng bn KFC, th li khc. Mt hng m h kinh doanh tc g rn KFC c tn tui, ch ng trn th trng. H cng s c o to v cch thc kinh doanh, h tr v mt qun l hoc kinh nghim x l cc tnh hung trong kinh doanh. Tm li, h c cung cp hn mt cng thc kinh doanh vi cc bc i c th, cn li ch l thc hin lm sao cho tt. Ngoi ra, ngi c chuyn nhng cng tit kim chi ph qung co v mua sm thit b. Chuyn nhng thng hiu l mt m hnh rt tt cho cc DN mi thnh lp. N gip h trnh c nhng tht bi trong nhng bc u tin. Mt chuyn gia cho bit bit, khong mt na s DN mi thnh lp phi ng ca trong vng 5 nm u hot ng, do nhiu nguyn nhn trong ch yu l do khng bit qun l. 162

Tuy nhin, chi ph mua mt thng hiu ni ting khng phi l t. Chng hn, m cc trung tm o to lp trnh vin di ci tn Aptech - mt cng ty o to tin hc ni ting ca n - FPT phi b ra mt s tin khong 100.000 USD. Khng phi cng ty no cng sn sng b ra mt khon u t nh vy. Bn cnh khon ph chuyn nhng tr mt ln ny, ngi c chuyn nhng cng phi tr thm mt khon nh k tnh theo t l phn trm trn doanh thu (ch khng phi li nhun). V vy, ngay c khi h kinh doanh l th h vn phi tr khon tin ny. Mt khc, hp ng chuyn nhng cng s t ra mt lot cc rng buc m ngi c chuyn nhng phi thc hin, t lm hn ch mc qun l cng vic kinh doanh ca mnh. Li v thit cho c bn chuyn nhng V pha ngi chuyn nhng cng c nhng bt li: i tc ca h thng c xu hng tr thnh i th cnh tranh ca mnh. Ngi nhn chuyn nhng l nh u t (i tc) ch khng phi nhn vin v tm ra h kh hn l tuyn nhn vin, qun l h cng kh hn. l cha ni n nhng i tng ch mong c c hi "n cp" b quyt kinh doanh ch khng h c tinh thn hp tc kinh doanh. c im ny khin cho kinh doanh chuyn nhng thng hiu kh c th pht trin nhng ni m h thng php l cn cha mnh. Bt chp nhng nhc im , chuyn nhng thng hiu vn c xem nh l mt con ng l tng cho cc doanh nghip tr th sc mnh trn thng trng vi chi ph v ri ro thp nht. Chuyn nhng tr thnh mt xu hng Chuyn nhng thng hiu cng l mt cng c hiu qu cho cc cng ty khng c th mnh v ti chnh, nhng li mun nhanh chng khuch trng sn phm ca mnh. Khng ch trong lnh vc n ung, cho n nay hnh thc kinh doanh chuyn nhng thng hiu c mt 75 ngnh kinh t t dch v vi tnh, gio dc o to cho n khch sn, du kh, giao thng vn ti. Ti M c ti na triu DN ang hot ng di thng hiu ca cng ty m; 1/3 doanh s bn l l do cc cng ty mua thng hiu ng gp. M hnh kinh doanh chuyn nhng thng hiu rt c cc cng ty va v nh ca Canada a chung. Hin nay, Canada c khong 1200 thng hiu c chuyn nhng vi ph chuyn nhng trung bnh l 23.000 USD. Tnh tng s c ti 76.000 ca hng hot ng trong h thng chuyn nhng thng hiu t bn hoa ti, cc tim git l cho n cc im bn hng t ng. Trong , lnh vc khch sn chim n 40% th trng chuyn nhng thng hiu. ng Francis Uy cho bit thm, hin nay mt s cng ty Canada, c bit l trong lnh vc thc phm, bnh ko rt mun tm i tc VN chuyn nhng thng hiu. Chuyn nhng thng hiu Vit Nam Vit Nam, m hnh franchise cn rt mi m vi cc doanh nghip, nhng theo d on ch trong mt khong thi gian ngn sp ti, cc doanh nghip Vit Nam s tip cn v y chnh l thi im thun li cho m hnh franchise bng n vi hng chui thng hiu Vit Nam xut hin trn th trng quc t. Nu nh trc y cc thng hiu nc ngoi cn e d khi xut hin th trng Vit Nam th nay, ngi tiu dng Vit Nam tip cn nhng sn phm c thng hiu ni ting nh KFC, Mac Donal's... C th ni, franchise chnh l nhn bn m hnh kinh doanh. Tip cn vi franchise 3 nm nay, thng hiu Ph 24 i c nhng bc kh nhanh vi 35 ca hng Vit Nam v 3 ca hng nc ngoi, vi kt qu ny, trong nm 2007, Ph 24 s c 80 ca hng Vit Nam v s m rng thng hiu ny n Singapore, Malaysia, Thi Lan, i Loan, Hng Kng, Hn Quc, Nht Bn. Ngoi nhng u im trn y, chuyn nhng thng hiu cng c nhng kh khn thch thc i vi ngi ch thng hiu. chnh l vic kim sot qun tr i vi i tc m vic bo tr thng hiu l quan trng hn c. Lut Thng mi dnh hn mt chng v franchise v mi y, S Thng mi TPHCM cng c vn bn hng dn. D kin, sau khi Vit Nam gia nhp WTO th nhng doanh nghip no chn hnh thc kinh doanh franchise s bt i rt nhiu ri ro. Thc t cho thy hnh thc ny n r 163

cc quc gia c nn kinh t pht trin. Vit Nam, nu doanh nghip khng nhanh chng tip cn vi hnh thc ny th s mt i c hi pht trin v hi nhp vi nn kinh t th gii.

CU HI N TP V THO LUN
1. Phn tch cc loi trung gian trong knh phn phi (*) Trong qu trnh chuyn t nh sn xut n ngi tiu dng, th sn phm c th i qua cc trung gian phn phi. C th c cc loi trung gian sau y:

Nh bn bun: Mua sn phm ca nh sn xut v bn cho cc trung gian khc hoc cho cc khch hng cng nghip Nh bn l: Mua sn phm t nh sn xut hoc nh bn bun v bn sn phm trc tip cho ngi tiu dng cui cng i l v mi gii: L cc trung gian c quyn thay mt cho nh sn xut bn sn phm. Cc i l v mi gii khng c quyn s hu sn phm. Nh phn phi: L cc trung gian phn phi trn th trng cng nghip, hoc cc nh bn bun.

Cc trung gian c vai tr nh sau:

Gim chi ph phn phi cho nh sn xut Tng phm vi tip cn vi khch hng cho nh sn xut trong khi gim u mi tip xc cho nh sn xut v cho khch hng Chia s ri ro vi nh sn xut Gip cho cung cu gp nhau Tng kh nng cnh tranh cho cc nh sn xut

Sinh vin cho v d lin h vi Bu in v cc loi trung gian khc nhau 2. Phn tch vai tr ca trung gian trong knh phn phi 3. Phn tch chc nng ca knh phn phi (*) Knh phn phi l mt nhm cc t chc, c nhn thc hin vic a sn phm t nh sn xut n ngi tiu dng. - Cc thnh vin trong knh phn phi cn thc hin cc chc nng sau y:

Nghin cu th trng Xc tin, ym tr (chin lc P4 trong Marketing Mix) Thng lng: v phn chia trch nhim v quyn li trong knh Phn phi sn phm: vn chuyn, d tr, bo qun Hon thin sn phm: chia nh l hng, bao b, ng gi (p ng nhu cu ca khch hng) Ti tr: tr gip cho cc thnh vin trong knh v ti chnh (thanh ton...) Chia s ri ro (khi cc trung gian mua t bn on)

- Nu khng c cc trung gian trong knh phn phi th nh sn xut phi thc hin cc chc nng ny. iu ny s dn n chi ph ln. Do vy nu phn chia theo nguyn tc chuyn mn ho cc chc nng ny cho cc thnh vin trong knh th s hiu qu hn. - Sinh vin cho v d trong, v ngoi bu in v phn tch theo cc chc nng trn. 164

Chng 9: Cc quyt nh v xc tin

Sau khi nghin cu chng ny, hc vin cn nm c cc vn sau: - Bn cht, vai tr ca xc tin - Ni dung cc thnh t ca chin lc xc tin - M hnh truyn thng Marketing - Lin h vi cc chin lc xc tin ang c thc hin trn th trng

Contents

Chng 9: Cc quyt nh v xc tin YU CU 9.1. KHI QUT V XC TIN

o o

o o o o o o o o o o o o o o

9.1.1. Bn cht ca xc tin 9.1.2.Cc yu t nh hng n chin lc xc tin hn hp 9.2. CC BC TIN HNH

9.2.1. M hnh truyn thng 9.2.2. Xc nh ngi nhn tin 9.2.3. Xc nh phn ng ca ngi nhn tin 9.2.4. Chn phng tin truyn thng 9.2.5. Chn thng ip 9.2.6. Thu nhn thng tin phn hi 9.3. H THNG XC TIN HN HP

9.3.1. Qung co 9.3.2. Quan h vi cng chng v tuyn truyn 9.3.3. Khuyn mi (sale promotion) 9.3.4. Bn hng trc tip (c nhn) 9.4. XC NH NGN SCH CHO HOT NG TRUYN THNG

9.4.1. Phng php xc nh ngn sch theo t l % ca doanh s bn 9.4.2. Phng php cn bng cnh tranh 9.4.3. Phng php cn c vo mc tiu v nhim v 9.4.4. Phng php chi theo kh nng CU HI N TP CHNG IX

YU CU
Sau khi nghin cu chng ny, hc vin cn nm c cc vn sau:

Bn cht, vai tr ca xc tin Ni dung cc thnh t ca chin lc xc tin M hnh truyn thng Marketing Lin h vi cc chin lc xc tin ang c thc hin trn th trng

165

9.1. KHI QUT V XC TIN 9.1.1. Bn cht ca xc tin

Xc tin (promotion) l cc hot ng truyn tin v sn phm v bn thn doanh nghip ti khch hng nhm thuyt phc h tin tng v mua sn phm. Do vy, ngi ta cn gi y l cc hot ng truyn thng Marketing (Marketing communication). Xc tin c cc mc ch c bn l thng bo, thuyt phc v nhc nh i tng nhn tin. Qua cc ni dung thng ip, doanh nghip thng bo cho khch hng v s c mt ca sn phm trn th trng, thuyt phc h v cc u vit ca sn phm so vi cc sn phm cnh tranh, v nhc nh h nh n sn phm khi c nhu cu. Xc tin l mt thnh t quan trng h tr c lc cho cc chin lc Marketing mix khc. Cc chin lc v chin thut Marketing khc c xy dng hon ho s gip cho vic gim bt hot ng xc tin. Tuy nhin, c rt t cc dch v, ch yu l cc dch v c cung cp trong mi trng cnh tranh li c th b qua c vai tr ca xc tin, ym tr. Hn na, ngy nay chu k sng ca sn phm ngy cng ngn, cho nn quan im "hu x t nhin hng" khng cn ph hp na. Thng qua chin lc xc tin, doanh nghip thng tin cho khch hng tim nng bit c nhng li th ca sn phm. Do vy, chin lc xc tin gip doanh nghip tng doanh s ca cc sn phm hin ti, to ra s nhn bit v a thch ca khch hng i vi sn phm mi, v xy dng mt hnh nh tt p v doanh nghip. Tuy nhin, doanh nghip cn phi kt hp chin lc xc tin vi cc thnh t khc ca Marketing hn hp to ra hiu qu tng hp. Xc tin cng gip cho doanh nghip qung b thng hiu. Xc tin l mt thnh t trong Marketing mix nhm tc ng vo th trng mc tiu. Nhng bn thn chin lc xc tin li l mt hn hp gm cc thnh t sau y:

Qung co (Advertisement): y l cc hot ng gii thiu gin tip v cao sn phm nhm thuyt phc khch hng mua. Qung co c thc hin theo yu cu ca doanh nghip v h phi tr cc khon ph tn qung co cho cc t chc thc hin cc khu khc nhau trong qu trnh thc hin qung co nh t vn, thit k, t chc thc hin cc chng trnh qung co...doanh nghip c th qung co thng qua cc phng tin nh : pht thanh, truyn hnh, bo ch, qung co ngoi tri... Quan h vi cng chng (Public Relation) l cc hot ng truyn thng gin tip ca doanh nghip nhm gy thin cm ca cng chng vi doanh nghip v sn phm ca n. Quan h vi cng chng c thc hin di nhiu hnh thc nh bn tin, bo co hng nm ca cng ty, cc hot ng ti tr, t thin, vn ng hnh lang, t chc s kin... Tuyn truyn (Publicity): y l cc hot ng truyn thng nhm tng uy tn, tng thin cm ca cng chng i vi doanh nghip, kch thch gin tip nhu cu tiu dng sn phm cu h. Doanh nghip khng phi tr tin cho cc phng tin truyn thng nh qung co. Tuyn truyn c th c coi l mt dng c bit ca "Quan h vi cng chng". Khuyn mi (Sale promotion) l cc bin php ngn hn, h tr cho qung co v bn hng nhm khuyn khch, kch thch khch hng cui cng mua sn phm ca doanh nghip, ng thi khuyn mi cng kch thch cc nhn vin hng v thnh vin khc trong knh phn phi ca doanh nghip tch cc bn hng (khuyn mi nhm vo cc trung gian phn phi c gi l "Trade promotion"). Bn hng trc tip (Personal selling): l qu trnh tip xc trc tip gia khch hng v nhn vin bn hng nhm t vn, gii thiu, thuyt phc khch hng la chn v mua sn phm. Bn hng trc tip phi tun theo mt quy trnh nht nh. Tuy nhin, n thin v mt ngh thut hn l mt khoa hc, v n i hi ngi bn hng phi sng to, linh hot ng x vi v vn tnh hung bn khc nhau, i tng khch hng khc nhau. 166

Trong mi thnh t nu trn ca xc tin, ngi ta li s dng nhiu cng c khc nhau truyn thng, tc ng n cc i tng khch hng khc nhau. Chng ta s tm hiu chi tit vn ny cc phn sau ca chng ny. m bo hiu qu ca truyn thng, cc cng ty thng thu cc cng ty qung co son tho cc thng ip truyn thng, thu cc chuyn gia khuyn mi xy dng cc chng trnh khuyn mi, thu cc chuyn gia v quan h cng chng xy dng hnh nh tt p v cng ty trong con mt cng chng. Cng ty cn cn phi hun luyn i ng bn hng v k nng giao tip, bn hng v chm sc khch hng. Ngoi ra, m bo tnh khch quan, cc cng ty cn thu cc cng ty chuyn nh gi cng tc chm sc khch hng ti cc im bn hng ca i ng nhn vin bn hng ca mnh di hnh thc khch hng b mt. T , cng ty bit c thc trng tnh trng chm sc khch hng cc ca hng ca cng ty. y l cn c quan trng cng ty ra cc quyt nh v chm sc khch hng.

9.1.2.Cc yu t nh hng n chin lc xc tin hn hp

Cbn yu t cn phi xem xt khi thit k chin lc xc tin hn hp. l: Th trng mc tiu; Bn cht ca sn phm; Giai on ca chu k sng ca sn phm; S lng kinh ph chi tiu cho xc tin.

1) Th trng mc tiu:
Th trng mc tiu chnh l "khch hng" ca cc chng trnh xc tin. Vic la chn phng php xc tin ph thuc vo 4 bin s sau y ca th trng mc tiu:

S sn sng mua. Th trng mc tiu c th mt trong su giai on sn sng mua. l: nhn bit, hiu bit, c thin cm, a chung, tin tng, hnhng mua. V d nh giai on nhn bit, ngi bn cn thng tin cho khch hng bit v sn phm qua mt chin dch qung co. to ra s a thch cn phi so snh vi cc sn phm cnh tranh khch hng thy s u vit ca sn phm ca mnh so vi sn phm cnh tranh. Phm vi a l ca th trng. Bn hng trc tip ph hp vi mt th trng c a bn nh. Cn i vi cc a bn rng th qung co l ph hp. Loi khch hng. Cc loi khch hng khc nhau th cn s dng cc cng c truyn thng khch nhau, ni dung v hnh thc truyn thng khc nhau. V d nh i vi khch hng cng nghip, th bn hng c nhn c hiu qu hn. Mc tp trung ca khch hng. Nu khch hng cng ng th qung co c tc dng hn. Nu t khch hng, th bn hng c nhn l ph hp.

2) Bn cht ca sn phm

Gi tr n v. Cc sn phm gi tr thp nhm vo th trng qung i. Do vy s dng qung co l thch hp. Sn phm c gi tr cao ph hp vi bn hng trc tip.

167

Hnh 9.1 nh hng ca cc yu t ti chnh, sn phm, th trng n chin lc xc tin hn hp

Tnh c bit ca sn phm. Qung co ph hp vi cc sn phm tiu chun ho. Bn hng trc tip ph hp vi sn phm c nhn ho. Cc dch v trc v sau bn hng. Cc dch v ny cng nhiu th cng ph hp vi bn hng trc tip, v ch bn hng trc tip mi c th cung cp c cc dch v khch hng y .

3) Cc giai on ca chu k sng

Tu thuc vo giai on ca chu k sng m la chn cc thnh t ca xc tin hn hp - promotion mix (xem hnh 9.2). 4) S sn c ngun vn Vn l iu kin tin quyt thc hin cc chng trnh xc tin. Cc cng ty d gi vn thng tng cng qung co. Cc cng ty t vn ch yu da vo bn hng trc tip hay lin kt qung co.

5) Chin lc y hay ko c la chn

Chin lc xc tin nhm vo cc trung gian c gi l chin lc y. Chin lc xc tin nhm vo ngi tiu dng cui cng c gi l chin lc ko. Trong chin lc y, cc chin lc xc tin hay c dng l bn hng trc tip v khuyn mi cc trung gian nhm y sn phm chuyn qua cc trung gian trong knh phn phi n khch hng cui cng. Loi chin lc ny ph hp vi cc sn phm phc v cc nh kinh doanh cng nh cc hng tiu dng khc nhau. Cc giai on ca chu k sng Giai on a sn phm mi ra th trng Ngi bn cn kch thch nhu cu s cp - nhu cu i vi 1 loi sn phm, cha phi nhu cu la chon 1 nhn 168 Chin lc xc tin Thng tin v gio dc khch hng tim nng. Cho h bit li ch ca sn phm

hiu c th Nhn mnh n bn hng trc tip, trng by sn phm. Kch thch nhu cu la chn nhn hiu. Nhn mnh n qung co. Cc trung gian chia s nhim v xc tin. Dng qung co thuyt phc nhiu hn l thng tin. Chm dt cc n lc xc tin tr khi mun lm sng li sn phm.

Giai on tng trng Giai on bo ho Giai on suy thoi

Hnh 9.2 nh hng ca cc giai on khc nhau trong chu k sng n chin lc xc tin hn hp Chin lc ko s dng nhiu qung co, khuyn mi nhm trc tip vo ngi tiu dng cui cng to ra nhu cu ko hng ho dc theo knh phn phi qua cc trung gian trong knh.

9.2. CC BC TIN HNH 9.2.1. M hnh truyn thng

Qu trnh truyn thng Marketing tuy rt a dng, tuy nhin c nhng c im chung. M hnh sau y s khi qut ho qu trnh truyn thng Marketing:

Gii thch cc yu t trong m hnh:

Ngi gi: l ch th ca qu trnh truyn thng. l doanh nghip thc hin cc hot ng truyn thng. M ho: l vic dng cc ngn ng truyn thng chuyn cc tng truyn thng thnh cc hnh thc c tnh biu tng sao cho thun tin cho ngi nhn tin lnh hi c tng .

V d: qung co du n Neptuyn, ngi ta a ra hnh nh c gia nh ngi cng n cm vui v ni ln s m cng gia nh nh s dng du n Neptuyn.

Gii m: l qu trnh ngi nhn tin x l thng ip truyn thng Marketing ca ch th truyn tin hiu tng cu ch th mun truyn t. 169

Ngi nhn tin: l khch hng mc tiu m ch th truyn tin (doanh nghip) ang mun thuyt phc. Phn ng p li: L nhng phn ng ca ngi nhn tin sau khi lnh hi thng ip. Thng tin phn hi: Thng ip t ngi nhn tc ng tr li ngi gi tin. Qua thng tin phn hi, ngi gi tin bit c hiu qu ca chng trnh truyn thng. Nhiu: l cc tc ng n thng ip lm cho n sai lch so vi trng thi ban u. Nhiu c th l do mi trng vt l gy ra (ting n), c th l do ngi gi tin khng hiu c quan im, nn tng vn ho ca ngi nhn tin.

Tm hiu m hnh ny cho chng ta nh hng ng n trong qu trnh truyn tin. l xc nh r i tng nhn tin, xc nh cc phn ng ca ngi nhn tin, xc nh thng ip gi i, la chn knh truyn tin, thu nhn thng tin phn hi.

9.2.2. Xc nh ngi nhn tin

Ngi nhn tin chnh l th trng mc tiu ca cng ty. c th l khch hng hin ti, khch hng tim n ca cng ty, nhng ngi tham gia vo quyt nh mua (ngi s dng, ngi quyt nh, ngi nh hng...). Ngi nhn tin cng c th l cng chng m cng ty ang mun gy nh hng, gy thin cm. Bit r i tng nhn tin gip cho chng ta chn ph hp ch truyn thng, ni dung thng ip, phng tin truyn tin, i tng nhn tin, tc l tr li c cc cu hi sau: what, how, when, where, whom to communicate? i tng nhn tin c th l cc c nhn, cc nhm ngi hay cng chng no .

9.2.3. Xc nh phn ng ca ngi nhn tin

Hiu qu ca qu trnh truyn thng chnh l thi tch cc ca i tng nhn tin sau khi lnh hi thng tin. Do vy, doanh nghip cn xc nh trng thi hin ti v trng thi sau khi truyn thng ca i tng nhn tin. Cn c vo quyt nh hot ng truyn thng tip theo. Hnh vi mua hng l kt qu ca mt qu trnh thng qua quyt nh di. Do vy, khi tin hnh truyn thng Marketing doanh nghip cn phi bit ti thi im nht nh no khch hng mc tiu ang trng thi nhn thc no v cn phi a h sang trng thi no? Chng ta cn hiu su trng thi khc nhau ca khch hng mc tiu lin quan n qu trnh truyn thng. l: nhn bit, hiu bit, c thin cm, a chung, tin tng, hnhng mua.

1) Nhn bit
Ch th truyn tin cn bit khch hng mc tiu ca mnh nhn bit n mc no v sn phm cho bn v v cng ty? Nu qua iu tra cho thy khch hng t nhn thc v sn phm, hay v cng ty, th nhim v ca chng trnh truyn thng phi l tng thm s nhn bit ca khch hng v sn phm, v cng ty. R rng l khi khch hng khng bit th h khng mua.

2)Hiu bit
Nhn bit mi ch l bc u. C th khch hng nhn bit dch v Internet nhng khng hiu r li ch, gi c, cht lng... khi dng Internet mang li cho h th h cng khng thit tha mua. Do vy, cn phi lm cho khch hng hiu v sn phm v v cng ty.

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3) Thin cm
Khch hng c th hiu bit v sn phm dch v, v cng ty, nhng h khng c thin cm th kh lng m h mua hng ho dch v cu cng ty. Chng hn, nu doanh nghip iu tra cho thy khch hng khng c thin cm vi VNPT, gn cho VNPT ti c quyn, ca quyn. Khi cng ty phi tin hnh mt chin dch truyn thng xy dng thi thin cm ca khch hng. Nu doanh nghip iu tra thy rng s nhn bit ca cng chng v thng hiu VNPT cn hn ch, th cn phi xy dng mt chng trnh xc tin nng tm nhn thc ca cng chng v thng hiu VNPT, gn lin vi qu kh 60 nm ca Bu in. nh gi thin cm ca khch hng, cng ty c th tin hnh nghin cu th trng. Cu hi phng vn v thin cm cn chia thnh cc nc thang khc nhau hiu r mc thin cm ca khch hng (Rt khng a, khng a, th , a thch, rt a thch).

4) a thch
Tuy khch hng c th c thin cm vi sn phm, nhng h khng a thch bng cc sn phm cnh tranh. thay i tnh cm ca khch hng, cn phi xy dng mt chin dch truyn thng. to ra s a thch cn phi so snh vi cc sn phm cnh tranh khch hng thy s u vit ca sn phm ca mnh. Ti Australia, cng ty vin thng Optus so snh gi cc ca n so vi gi cc ca Telstra, trong khi Telstra so snh chng loi sn phm phong ph ca mnh so vi ca Optus...

5) Tin tng
Khch hng a thch mt sn phm, tuy nhin cng c th h cha tin tng l cn phi mua n. Lc mc tiu ca chng trnh truyn thng l lm cho khch hng tin l cn phi mua sn phm.

6) Hnh ng mua
Khch hng c th tri qua tt c nm bc trn, nhng h vn c th lng chng cha quyt. Khi mc tiu ca chng trnh truyn thng Marketing l thuyt phc h mua ngay. Cc th thut c dng y c th l cho hng gi thp, mua hng c thng, cho dng th, thng tin rng thi gian khuyn mi c hn, s lng khuyn mi c hn... C th rt gn 6 bc trn thnh ba mc sau:

Nhn thc (bit, hiu), Cm th (c thin cm, a chung, tin tng), v Hnh ng mua.

Hnh 9.5 M hnh AIDA 171

9.2.4. Chn phng tin truyn thng

Cn c chn knh truyn thng l:

c im ca i tng nhn tin c im ca knh truyn thng

Nh vy, mun chn knh truyn thng ph hp, chng ta phi hiu r i tng nhn tin v nhng knh thng tin m h a thch s dng. Chng hn, i tng hc sinh, sinh vin thnh ph quen thuc vi Internet th y l mt knh truyn thng nhanh chng v hiu qu. C 2 loi knh truyn thng l knh gin tip v knh trc tip. 1. Knh trc tip l knh c s tip xc, c mi quan h trc tip gia ngi truyn tin vi i tng nhn tin sao cho ngi truyn tin c th thu nhn ngay c thng tin phn hi. y l loi knh truyn thng c hiu qu v ngi pht tin c th nhn c thng tin phn hi t pha khch hng. V d: Hi ngh khch hng, giao tip gia khch hng v giao dch vin, in thoi vin, bu t... Th qung co (Direct Mail), giao tip qua in thoi cng l knh trc tip. Truyn tin ming t cc khch hng quen cng l mt loi knh trc tip hiu qu. Do vy, cng ty c th chn phc v chu o mt s khch hng c uy tn nh cc ngi sao th thao, mn bc, cc nh chnh tr...Cc khch hng ny hi lng sau khi s dng s l ngi tuyn truyn tch cc v hiu qu cho cng ty. i vi cc ngnh dch v, do tnh v hnh ca dch v, th loi tin truyn ming c tc dng mnh. 2. Knh gin tip: L cc knh khng c s tip xc c nhn gia ngi truyn tin v ngi nhn tin, do vy khng c mi lin h ngc t ngi nhn tin vi ngi truyn tin. V d : Cc knh thng tin i chng: Bo ch, Truyn hnh, Ra-di-, Web, Tp ch, Th t, Pan p phch, Bng hiu...Ngoi ra, thng qua cc hot ng vn ho - x hi, th thao, ti tr, hp bo... cng ty cng thc hin truyn thng v gy c thin cm vi khch hng

9.2.5. Chn thng ip

Thng ip l thng tin cn truyn i c m ho di dng ngn ng no nh: hi ho, iu khc, li vn, thi ca, nhc iu, nh sng, biu tng...(hi ho, m nhc, vn hc ngh thut). Phi tu theo i tng nhn tin, phng tin truyn thng m la chn ngn ng ph hp. Ni dung thng ip phi tun theo quy tc AIDA nu trn. Yu cu i vi ni dung thng ip l phi ngn gn, lng thng tin cao, mang tnh ngh thut, ph hp vi i tng nhn tin v tm l, th hiu, vn ho, v thi gian v khng gian nhn tin. Nhng yu cu ny s m bo tnh hiu qu ca chng trnh truyn thng. Vic son tho ni dung thng ip cn phi quyt nh 3 vn : chn ni dung g? b cc thng ip nh th no, v th hin bng hnh thc g?

172

1) Ni dung thng ip:

C ba loi ti m ngi truyn tin c th la chn cho ni dung thng ip:

Cc ti hp l. l li ch kinh t khi khch hng mua v s dng sn phm. V d: Vietel qung co dch v VoIP kt thc bng cu "178 m s tit kim ca bn". Daco qung co kem nh rng :"Trng rng, thm ming". Cc ti v cm xc. l cc cm xc s hi, lo lng, vui bun, hi hc gy hiu qu. Hnh nh v mt c gi lo s khi xe t cht my gia ng ni vng v thi thc cc bc ph huynh mua dch v in thoi di ng cho con. Qung co bt ngt Vedan a ra hnh nh c nh quy qun n cm vui v vi cc mn n c nm bt ngt. Cc ti v o c. Cnh mt con chim ang bay chp chi khng ch dng chn trn cnh rng b n tr tri nhm ku gi lng tri bo v rng.

2) B cc thng tin
B cc thng tin phi hp l, logc nng cao tnh thuyt phc. C th c 3 quyt nh nh sau cn thc hin:

Kt lun dt khot v vn hay dnh cho khch hng t kt lun? Nn a ra lun c thuyt phc ngay t u hay sau ? Ch nu mt mt "nn" hay c hai "nn" v "khng nn" ?

3) Hnh thc thng tin

Hnh thc trnh by thng tin tt s nng cao hiu qu truyn thng. Do vy, cn p dng ngh thut hi ho, m nhc, kt hp mu sc v hnh nh... nng cao tnh hp dn ca thng tin. V d, cc hnh nh sng ng mu sc c tc dng thu ht ch hn l hnh nh tnh.

9.2.6. Thu nhn thng tin phn hi

Sau khi thng ip c pht i, ch th truyn thng phi tin hnh nghin cu tc ng ca n n th trng mc tiu nh nhn thc, thi , tnh cm, hnh ng ca h v sn phm, v cng ty. Tc ng ny c nh gi qua cc con s c th nh sau:

S phn trm khch hng mc tiu nhn bit v nhn hiu sn phm c qung co; S phn trm khch hng dng th trong s nhng ngi nhn bit; S phn trm khch hng hi lng trong s nhng ngi dng th.

Qua chng ta nh gi c hiu qu ca truyn thng. y cng chnh l mt ni dung nghin cu th trng gn lin vi hot ng truyn thng marketing.

9.3. H THNG XC TIN HN HP

Trong phn ny chng ta tm hiu chi tit cc thnh t cu thnh ca chin lc xc tin. l qung co, tuyn truyn, khuyn mi v bn hng trc tip.

9.3.1. Qung co
173

1) Khi nim
Qung co l cc hnh thc truyn thng gin tip, phi c nhn, c thc hin qua cc phng tin truyn tin phi tr tin gii thiu v sn phm, thuyt phc khch hng. Ch th qung co phi chu chi ph. Qung co l mt v kh cnh tranh, v khch hng c bit, c tin tng vo sn phm th mi mua. Hin nay, i sng vt cht ca nhn dn Vit Nam cn thp, trnh dn tr cn hn ch. Mt khc, trong nhng nm qua ngnh Bu in ni ring, v nhiu ngnh kinh t khc pht trin nhiu sn phm mi. Do , qung co c vai tr rt quan trng gip cho khch hng bit n cc sn phm, dch v v la chn mua.

2) Mc tiu ca qung co
Qung co thng nhm cc mc tiu sau y:

Tng lng tiu th trn th trng hin ti Xm nhp th trng mi Gii thiu sn phm mi Xy dng v cng c uy tn ca cng ty cng nh cc nhn hiu sn phm .

Cng c th phn loi qung co nh sau:

Qung co thng tin, c thc hin trong giai on u ca chu k sng, khi mi tung sn phm ra th trng. Mc tiu l cung cp thng tin cho khch hng tim nng. Qung co thuyt phc ph hp trong giai on pht trin ca sn phm . Mc tiu l thuyt phc khch hng mua. Qung co nhc nh cn thit trong giai on chn mui ca sn phm. Mc tiu l nhc nh khch hng nh ti sn phm.

Loi qung co Thng tin

Nhim v ca qung co Thng bo cho th trng v sn phm mi Thng bo v thay i gi M t dch v Gii thch nguyn tc hot ng Hnh thnh hnh nh v cng ty Thuyt phc khch hng mua sn phm mi Thuyt phc khch hng thay i nhn thc c v sn phm Nhc nh khch hng v sn phm

Thuyt phc

Nhc nh

3) Cc phng tin qung co

Bo ch: C u im l phm vi tip cn rng, chi ph thp, thi gian tip cn nhanh. Nhc im ca bo ch l tui th ngn, cht lng in n khng tt. 174

Tp ch: C u im l chuyn mn ho cao. Do vy chn lc c gi cao, tui th di hn bo; cht lng in n tt hn, c trang dnh ring cho qung co. Nhc im l lng pht hnh t, thi gian n tay c gi lu. Truyn hnh: C u im l kt hp c hnh nh, m thanh, mu sc, ngn ng; i tng khn gi rng ri, phm vi ph sng ngy cng rng. Nhc im l thi gian lu hnh ngn, chi ph cao, t chn lc khn gi. Radio: C u im l phm vi ph sng rng, thnh gi rng ln v tip nhn c thng tin bt k lc no, chi ph thp. Hn ch ch ch tc ng bng m thanh n khch hng nn t hp dn, t gy ch , thi gian lu tin rt ngn. Internet: C u im l phm vi tip cn ton cu, tui th cao (c th xem i xem li), chi ph thp, kt hp c hnh nh, m thanh, ngn ng. Nhc im ca Internet Vit Nam l s ngi s dng cn t, chi ph s dng cn cao. Do vy phm vi tip nhn thng tin cn hn ch. Bin qung co: Chi ph thp, tui th cao, s dng c mu sc, tip cn c nhiu khch hng. Nhng do khch hng va xem va di chuyn, cho nn bin qung co ch ph hp vi cc qung co ngn v mc tiu qung co nhc nh v cc sn phm ph thng. Qung co bng bin qung co thng chu s chi phi mnh ca Lut v qung co trn phng din thm m x hi, mi trng. Th qung co: (Direct mail) c u im l tnh chn lc i tng cao, tnh thuyt phc cao, tnh cc nhn ho cao, chi ph thp (tnh theo hiu qu). Nhc im ca n l t l hi m thp. Bao b qung co...rt cn thit nng gi tr ca sn phm.

Mi loi c u im v nhc im ring. Thng thng cng ty nn kt hp cc hnh thc qung co khc nhau tng hiu qu.

4) T chc qung co
i vi mt cng ty, vic qung co c th c thc hin bng 3 phng thc: T chc phng qung co bn trong ring ca cng ty; S dng cc t chc qung co bn ngoi; Kt hp c hai phng thc trn. Khi qung co l phn quan trng trong chin lc Marketing mix th cng ty thng t chc Phng qung co ring cu h. Cc nh bn l ln thng c Phng qung co ring v t thc hin cc hot ng qung co. Nhiu cng ty, thng l cng ty sn xut s dng cc T chc qung co c lp thc hin cc hot ng qung co ca cng ty (trn c s hp ng). Mt s cc cng ty c Phng qung co ring, c chc nng kt ni gia cng ty v cc nh qung co bn ngoi.

9.3.2. Quan h vi cng chng v tuyn truyn

1) Khi nim
Quan h vi cng chng l cc hot ng truyn thng gin tip ca doanh nghip nhm gy thin cm ca cng chng vi doanh nghip v sn phm ca n. Quan h vi cng chng gip cho cng ty xy dng mi quan h tt p vi cng chng, nh tch cc n thi ca cc nhm cng chng khc nhau i vi cng ty. Cc nhm cng chng khc nhau c th l: Khch hng hin ti, khch hng tng lai, cc c ng, cn b cng nhn vin, t chc cng on, cng ng a phng, chnh quyn, cc nh cung cp (ngn hng, cc 175

nh u t...), cc phng tin thng tin i chng bo ch, i pht thanh, truyn hnh...), nhng ngi hng dn d lun (cc nhm p lc, cc chnh khch...) Tuyn truyn l cc hot ng s dng cc phng tin truyn thng i chng truyn tin khng mt tin v cng ty v sn phm nhm mc ch gy thin cm vi khch hng, thuyt phc h mua. Tuyn truyn l mt dng c bit ca quan h cng chng. u im ni bt ca quan h vi cng chng v tuyn truyn l:

Mang tnh khch quan hn qung co nn d di vo lng ngi. Lng thng tin cao hn, chi tit hn Chi ph cho tuyn truyn cng thp hn qung co v khuyn mi.

Tuy nhin, nhc im ca tuyn truyn l cng ty kh kim sot.

2) Cc hot ng quan h vi cng chng v tuyn truyn

Cc hot ng ti tr cho cc s kin vn ho, th thao, ngh thut quan trng nh cc cuc thi "ng ln nh Olimpia", "Chic nn k diu", ti tr cho Seagame, cuc thi hoa hu... Cc hot ng t thin nh xy nh tnh ngha, trung hc, h tr cc b m Vit Nam anh hng, xo i gim ngho, cha bnh nhn o... Ngy m ca cho cng chng n thm cng ty, trng hc tng cng s hiu bit, gy thin cm. Cng b bo co ti chnh hng nm cho cng chng bit v kt qu hot ng ca cng ty. Tham gia vo cc hot ng cng cng ca a phng Quan h thn thin vi gii bo ch Mi cc phng vin bo ch, truyn hnh v cng ty tm hiu v vit bi v cng ty cng nh cc sn phm ca cng ty nhn cc s kin quan trng ca cng ty nh ngy khai trng, ngy k nim ... T chc cc hot ng vn ngh, th thao v a tin ln bo ch. T chc cc s kin Gii thiu cc sn phm mi trn TV di dng ph bin kin thc khoa hc, kin thc thng thc cho cuc sng. Lm cc bi ht, cc bng hnh, cc b phim trong c lng cc tng tuyn truyn cho sn phm v bn thn cng ty. V d Bu chnh Trung Quc cho pht hnh b phim tuyn truyn v vic chi tem di mt ct truyn phim nh nhng, d gy n tng cho khn gi. Hp bo cng b v mt s kin quan trng no ca cng ty nh t c 2 triu thu bao sau 2 nm hot ng; trin khai mt dch v mi; khnh thnh 1 c s sn xut mi; trin khai h thng nhn din thng hiu mi... Thng xuyn a tin ln cc bo v hot ng ca cng ty (News release) Vn ng hnh lang (lobbying) cc chnh khch nhn c s ng h c li i vi cng ty. X l cc s c khng mong mun xy ra, gy d lun xu cho cng ty

9.3.3. Khuyn mi (sale promotion)

1) Khi nim:
Khuyn mi (hay xc tin bn) l cc hot ng kch thch, khuyn khch khch hng mua trong mt giai on ngn bng cch cung cp cho h cc li ch tng thm nhm tng doanh thu (Chin lc ko). Khuyn mi cng nhm vo cc trung gian trong knh phn phi nhm kch thch h bn nhiu hng ho cho doanh nghip (Chin lc y).

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Tc dng ca khuyn mi ch duy tr trong mt thi gian ngn. Nu qu lm dng khuyn mi th dn ti ch phn tc dng.

2) Mc tiu:
Khuyn mi nhm vo hai i tng. l ngi tiu dng cui cng v cc trung gian trong knh phn phi. i vi ngi tiu dng cui cng th khuyn mi khuyn khch h mua nhiu. i vi cc trung gian trong knh phn phi th khuyn mi kch thch h tch cc m rng knh phn phi, bn nhiu sn phm.

3) Cc phng tin khuyn mi

a) i vi ngi tiu dng C th s dng cc phng tin mang li li ch kinh t trc tip i vi ngi tiu dng. l: hng mu, phiu thng, gi hng chung, qu tng, quay s trng thng khi mua... Hng mu cho dng th hoc bn gi h khuyn khch dng th khi a sn phm mi ra th trng. Hng mu c th pht ti nh khch hng. V d hng P&G tng 1000 ti du gi u Clear ti min Bc v t chc gi u min ph cho 500 ngi ti thnh ph H Ch Minh. Phiu thng: Khi khch hng mua hng ca cng ty th c tng mt t phiu mua hng gim gi. Mua nhiu th c tng nhiu. y cng l mt dng gim gi cho khch hng khi mua sn phm mi. Gi hng chung: Gi 3 n v hng nhng ch ly gi bng hai n v. Hoc tng mt bn mt, khm bnh min ph v bn thuc. V d : Khi bt u xut hin cnh tranh t pha cng ty Vinaphone mi trin khai mng li, cng ty VMS thc hin chnh sch bn mt tng mt my di ng vi gi 7 triu, tc l mt my ch mt 3,5 triu. Qu tng: khi mua hng ca cng ty khch hng c tng mt mn qu nh khuyn khch mua. Mua xe my c tng TV! V d: Khch hng lp t cc my s chn triu trn ton quc: my th 4 triu, 5 triu... th c tng 10 triu. Cc s lin k trc v sau mt n v cng c thng 5 triu. Ti Bu in H Ni nm 1998, khch hng lp mt in thoi thu bao c tng mt my in thoi khch hng lp nhiu. Nhng khi quay s trng thng th khch hng khng hng ng v nghi ng tnh khch quan ca vic quay s! Ti nhiu nc, khi khch hng ng k ho mng di ng th c mua my vi gi r hn so vi thc gi n 30 - 40%. Cng ty VMS cng thc hin chnh sch ny v bn my gi r cho khch hng ng k thu bao (b l cho vic bn my). Quay s c thng khi khch hng mua hng, t chc cc cuc thi, cc tr chi c thng thu ht khch hng. V d: Hng du nhn Castrol thc hin chnh sch khuyn mi vi khu hiu: "mua hm nay ngy mai tr thnh triu ph!" 177

b) i vi cc trung gian trong knh phn phi C th dng cc k thut khuyn mi mang li li ch kinh t i vi cc thnh vin trong knh phn phi: Ti tr v ti chnh (thc cht l gim gi bn); Ti tr cho cc nh qung co khuyn khch h tng cng gii thiu sn phm ca cng ty.

9.3.4. Bn hng trc tip (c nhn)

Bn hng trc tip l qu trnh giao tip trc tip gia ngi bn hng v khch hng, qua ngi bn tm hiu nhu cu, t vn, gii thiu, thuyt phc khch hng la chn v mua sn phm. Trong bn hng trc tip, ngi bn thc hin cc chc nng sau y:

Gii thiu li ch, cng dng ca sn phm cho khch hng Trnh din sn phm Gii thiu, gio dc khch hng v sn phm mi Tr li cc cu hi, thc mc, nhng li t chi mua ca khch hng T chc v thc hin cc hot ng xc tin ti cc im bn hng m phn, k kt hp ng vi khch hng Theo di sau bn hng chm sc khch hng Duy tr, pht trin mi quan h lu di vi khch hng Thu thp thng tin Marketing

Nh c s giao tip trc tip gia bn bn v bn mua, ngi bn hng c nhiu c hi nm bt nhu cu ca khch hng, phn ng linh hot vi cc loi khch hng khc nhau, xy dng mi quan h thn thin gia hai bn. Do vy, bn hng trc tip c kh nng thnh cng cao. Bn hng trc tip phi tun theo mt quy trnh bao gm cc bc. V pha bn bn cng nh bn mua c th c mt hoc nhiu ngi tham gia tu vo loi sn phm. Bn hng c nhn gm cc bc sau: 1. 2. 3. 4. 5. 6. 7. Thm d v nh gi cc khch hng tim nng Tin tip xc: cc tip xc tm hiu khch hng tim nng trc khi bn Tip xc vi khch hng tim nng Gii thiu sn phm, li ch khi dng sn phm cho khch hng Thng lng cc tnh hung khi khch hng t chi Kt thc bn khi c cc du hiu mua nhn thy khch hng Theo di, nh gi mc hi lng ca khch hng.

qu trnh bn hng c thc hin tt, cn c chc nng qun tr bn hng. l qu trnh phn tch, lp k hoch, t chc, lnh o v kim sot cc hot ng bn hng. C th hn, qun tr bn hng bao gm xy dng mc tiu cho nhn vin bn hng, thit k chin lc cho lc lng bn hng, tuyn dng, hun luyn, phn cng, gim st, nh gi v tr lng, thng cho lc lng bn hng. Chng ta s nghin cu chi tit cc ni dung trn trong chng trnh mn hc "Qun tr bn hng".

9.4. XC NH NGN SCH CHO HOT NG TRUYN THNG

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Mun thc hin c hot ng truyn thng Marketing, cng ty cn phi cung cp mt ngn sch nht nh. Thng thng c 4 phng php xc nh ngn sch cho hot ng truyn thng ca cng ty:

9.4.1. Phng php xc nh ngn sch theo t l % ca doanh s bn

Theo phng php ny, cng ty xy dng ngn sch truyn thng bng mt t l phn trm no ca doanh s bn d kin. Phng php ny c nhng u im v khuyt im. V u im c th k ra cc u im nh sau:

Th nht, phng php ny d tnh ton Th hai, phng php ny d c chp nhn

V nhc im c th k nhc im c bn nh sau: Phng php ny khng c cn c vng chc, v chnh nh cc chng trnh truyn thng m doanh nghip c th tng doanh s, ch khng phi doanh s l ci c trc lm cn c tnh ngn sch truyn thng

9.4.2. Phng php cn bng cnh tranh

Theo phng php ny, cng ty xy dng ngn sch truyn thng bng ngn sch truyn thng ca cc i th cnh tranh trn cng a bn v chu k kinh doanh. Phng php ny c u im l s trnh kh nng xy ra chin tranh v truyn thng gia cc cng ty cnh tranh. Kh khn trong vic thc hin phng php ny l kh xc nh c ngn sch truyn thng ca cc cng ty cnh tranh. Mt khc, do mc tiu truyn thng ca cc cng ty khc nhau, cho nn cn c nh trn cng khng hon ton hp l.

9.4.3. Phng php cn c vo mc tiu v nhim v

Theo phng php ny, cc cng ty xy dng ngn sch truyn thng trn c s nhng mc tiu v nhim v cn phi gii quyt v phng din truyn thng. Phng php ny c xem l c cn c khoa hc. iu quan trng cn lu l mc tiu, nhim v truyn thng phi t trong mc tiu v nhim v ca chin lc Marketing.

9.4.4. Phng php chi theo kh nng

Theo phng php ny, cng ty xy dng ngn sch truyn thng theo kh nng ti chnh ca h. Phng php ny c nhc im l cng ty khng th ch ng s dng cc hot ng truyn thng theo mc cn thit tc ng ti th trng.

CU HI N TP CHNG IX
1. Khi qut v xc tin? 2. Cc yu t no nh hng n chin lc xc tin hn hp? 179

3. Phn tch cc yu t trong m hnh truyn thng? Qu trnh truyn thng Marketing tuy rt a dng. Tuy nhin, n c nhng c im chung. M hnh sau y s khi qut ho qu trnh truyn thng Marketing:

Ngi gi: l ch th ca qu trnh truyn thng- doanh nghip thc hin cc hot ng truyn thng M ho: l vic dng cc ngn ng truyn thng chuyn cc tng truyn thng thnh cc hnh thc c tnh biu tng cho ngi nhn tin lnh hi c tng Gii m: l qu trnh ngi nhn tin x l thng ip cu truyn thng Marketing hiu tng cu ch th mun truyn t Ngi nhn tin: L khch hng mc tiu m doanh nghip ang mun thuyt phc Phn ng p li: L nhng phn ng ca ngi nhn tin sau khi lnh hi thng ip Thng tin phn hi: Thng ip t ngi nhn tc ng tr li ngi gi tin. Nhiu: l cc tc ng n thng ip lm cho n sai lch so vi trng thi ban u.

Tm hiu m hnh ny cho chng ta nh hng ng n trong qu trnh truyn tin. l xc nh r i tng nhn tin, xc nh cc phn ng ca ngi nhn tin, xc nh thng ip gi i, la chn knh truyn tin, thu nhn thng tin phn hi. 4. Knh truyn thng gm cc loi no ? u nhc im ca mi loi? 5. Phn tch cc thnh t trong h thng xc tin hn hp? a) Qung co: Qung co l cc hnh thc truyn thng gin tip, phi c nhn, c thc hin qua cc phng tin truyn tin phi tr tin gii thiu v sn phm, thuyt phc khch hng. Ch th qung co phi chu chi ph. Qung co l mt v kh cnh tranh, v khch hng c bit, c tin tng vo sn phm th mi mua. Trong iu kin nhng nm qua ngnh Bu in pht trin nhiu sn phm mi v trnh dn tr cn hn ch th qung co c vai tr rt quan trng gip cho khch hng bit n cc dch v v la chn mua. b) Quan h vi cng chng - Tuyn truyn Quan h vi cng chngl cc hot ng truyn thng gin tip ca doanh nghip nhm gy thin cm ca cng chng vi doanh nghip v sn phm ca n. Quan h vi cng chng gip cho cng ty xy dng mi quan h tt p vi cng chng, nh tch cc n thi ca cc nhm cng chng khc nhau i vi cng ty.

180

Cc nhm cng chng khc nhau c th l: Khch hng hin ti, khch hng tng lai, cc c ng, cn b cng nhn vin, t chc cng on, cng ng a phng, chnh quyn, cc nh cung cp (ngn hng, cc nh u t...), cc phng tin thng tin i chng bo ch, i pht thanh, truyn hnh...), nhng ngi hng dn d lun (cc nhm p lc, cc chnh khch...) Tuyn truyn l cc hot ng s dng cc phng tin truyn thng i chng truyn tin khng mt tin v cng ty v sn phm nhm gy thin cm cu khch hng, thuyt phc h mua. - Cc hot ng quan h cng chng, tuyn truyn:

Mi bo ch, truyn hnh v cng ty tm hiu v vit bi v cng ty cng nh cc sn phm ca cng ty nhn cc s kin quan trng ca cng ty T chc cc hot ng vn ngh, th thao Tham gia cc hot ng cng cng ti a phng Ti tr cho cc chng trnh nhn o, t thin, cc hot ng vn ngh th thao c uy tn, ting vang. T chc cc s kin thu ht d lun: Ngy khai trng, ngy k nim, thm chin trng xa (mt thi mu la- Viettel)... Cc hot ng vn ng hnh lang

c) Khuyn mi Khuyn mi (hay xc tin bn) l cc hot ng kch thch, khuyn khch khch hng mua trong mt giai on ngn nhm tng doanh thu.

Khuyn mi nhm vo hai i tng. l ngi tiu dng cui cng v cc trung gian trong knh phn phi. i vi ngi tiu dng cui cng th khuyn mi khuyn khch h mua nhiu. i vi cc trung gian trong knh phn phi th kch thch h tch cc m rng knh phn phi, bn sn phm (tng ng vi 2 chin lc ko v y).

d)Bn hng c nhn:

Bn hng c nhn l qu trnh ngi bn khm ph, kch thch nhu cu ca khch hng v p ng nhu cu kp thi. C nhiu loi bn hng khc nhau (sinh vin nu cc hnh thc bn hng).

6. Phn tch u nhc im ca cc phng tin qung co?

Bo ch: C u im l phm vi tip cn rng, chi ph thp, thi gian tip cn nhanh. Nhc im l tui th ngn, cht lng in n khng tt Tp ch: C u im l chuyn mn ho cao ( chn lc c gi cao, tui th di hn bo; cht lng in n tt hn, c trang dnh ring cho qung co. Nhc im l lng pht hnh t, thi gian n tay c gi lu. Truyn hnh: C u im l kt hp c hnh nh, m thanh, mu sc, ngn ng; i tng khn gi rng ri, phm vi ph sng ngy cng rng. Nhc im l thi gian lu hnh ngn, chi ph cao, t chn lc khn gi. Radio: C u im l phm vi ph sng rng, thnh gi rng ln v tip nhn c thng tin bt k lc no, chi ph thp. Hn ch ch ch tc ng bng m thanh n khch hng nn t hp dn, thi gian lu tin rt ngn.

181

Internet: C u im l phm vi tip cn ton cu, tui th cao (c th xem i xem li), chi ph thp, kt hp c hnh nh, m thanh, ngn ng. Nhc im ca Internet Vit Nam l s ngi s dng cn t, chi ph s dng cn cao. Do vy phm vi tip nhn thng tin cn hn ch. Bin qung co: Chi ph thp, tui th cao, s dng c mu sc. Th qung co: (Direct mail) chn lc i tng, tnh thuyt phc cao, chi ph thp (tnh theo hiu qu). Nhc im l t l hi m thp. Bao b qung co... Va bo v hng ho, ng thi l phng tin qung co hiu qa, tit kim chi ph. Mi loi c u im v nhc im ring. Thng thng nn kt hp cc hnh thc qung co khc nhau tng hiu qu.

7. Cc phng php xc nh ngn sch cho hot ng truyn thng? 8. Hy chn mt chng trnh khuyn mi v phn tch cc u nhc im ca n? 9. Hy chn mt qung co v phn tch cc u nhc im ca n Yu cu sinh vin chn 1 cu khu hiu qung co no v phn tch ni dung ca n, qua bit c:

Th trng mc tiu ca sn phm Li ch m sn phm mang li cho khch hng Chin lc nh v sn phm

10. Hy nhn xt v cc chng trnh qung co ca Bu in m bn xem c theo quy tc AIDA? 11. T tng "ch bn nhng th m khch hng cn" c th hin nh th no trong chin lc xc tin ? 12. Hin nay mt s cng ty sn xut nc tng ang b ty chay v c cha cht gy ung th. iu ny rt bt li cho h trong iu kin cnh tranh trn th trng ang gia tng. Bn hy xy dng mt chng trnh truyn thng khc phc vn , ci thin hnh nh ca cc cng ty trong con mt khch hng.

Chng 10: K hoch ha Marketing

182

Sau khi hc xong chng ny, sinh vin cn nm c cc vn c bn sau: - Bn cht, phm vi v tm quan trng ca lp k hoch - S khc bit c bn gia lp k hoch chin lc ca cng ty v k hoch Marketing - Qu trnh lp k hoch chin lc ca cng ty - Cc bc lp k hoch Marketing chin lc - Mt s la chn chin lc khc nhau ca cng ty - K hoch Marketing hng nm

Contents

Chng 10: K hoch ha Marketing MC TIU 10.1. BN CHT V PHM VI LP K HOCH

o o

o o o o o o o o o o

10.1.1. Th no l lp k hoch? 10.1.2. Phm vi ca hot ng lp k hoch 10.2. LP K HOCH CHIN LC CNG TY 10.3. LP K HOCH MARKETING CHIN LC

10.3.1. Khi nim 10.3.2. Phn tch th trng v chin lc Marketing hin ti 10.3.2. Phn tch th trng v chin lc Marketing hin ti 10.3.3. Phn tch SWOT 10.3.4. Xc nh cc mc tiu Marketing 10.3.5. La chn th trng mc tiu 10.3.6. Xy dng cc chin lc Marketing hn hp 10.3.7. Xy dng chng trnh hnh ng v d bo ngn sch 10.4. MT S KIU CHIN LC MARKETING

10.4.1. Cc kiu chin lc Marketing theo v th cnh tranh 10.4.2. M hnh cc chin lc chung ca Michael Porter o 10.4.3. Chin lc sn phm th trng CU HI N TP V THO LUN PH LC
o o o

I. S MNH CA CNG TY (MISSION) II. N V KINH DOANH CHIN LC III. KHNG I TH LN LT, P O

MC TIU
Sau khi hc xong chng ny, sinh vin cn nm c cc vn c bn sau:

Bn cht, phm vi v tm quan trng ca lp k hoch S khc bit c bn gia lp k hoch chin lc ca cng ty v k hoch Marketing Qu trnh lp k hoch chin lc ca cng ty Cc bc lp k hoch Marketing chin lc Mt s la chn chin lc khc nhau ca cng ty K hoch Marketing hng nm 183

10.1. BN CHT V PHM VI LP K HOCH

K hoch Marketing l mt b phn ca k hoch tng th ca cng ty. Do vy, xy dng mt k hoch Marketing c hiu qu, trc ht cc nh qun l phi xy dng k hoch chin lc cho ton b cc n lc chung ca cng ty. Tip n l xy dng k hoch chin lc cho cc lnh vc chc nng khc nhau trong cng ty, trong c chc nng Marketing. Trc ht chng ta tm hiu khi nim lp k hoch.

10.1.1. Th no l lp k hoch?
Ni mt cch n gin, lp k hoch l quyt nh thi im hin ti nhng g cn phi lm trong tng lai, bao gm c vn lm khi no v lm nh th no? Khng c k hoch chng ta khng lm c g, v chng ta khng bit cn phi lm g v lm nh th no?

1) Lp k hoch chin lc (Strategic planning)

Lp k hoch (hoch nh) chinlcl qu trnh qun l lm cho ngun lc ca cng ty thch ng vi cc c hi th trng v lu di. Ni cch khc, lp k hoch chin lc i hi cng ty phi tm hiu v xc nh cc yu t thuc mi trng bn ngoi, nh gi cc iu kin v kh nng bn trong ca cng ty xy dng chin lc nhm t c cc mc tiu nht nh.

2) Ti sao cng ty cn lp k hoch?

duy tr s pht trin ca mnh, mi doanh nghip u phi nhn v pha trc nhm t c cc mc tiu no v ra cc phng thc nhm t c cc mc tiu . Do iu kin mi trng ang thay i rt nhanh trong vi thp k gn y, cc cng ty ngy cng quan tm n cng tc k hoch nhm nm bt c cc c hi mi v ng thi trnh c cc thch thc e do. Ngy nay, vic qun l cng ty da trn kinh nghim, trc gic v s khn ngoan khng th m bo cho s thnh cng ca cng ty. Do vy, vic lp k hoch chin lc c xem nh l mt cng c qun l hu hiu nht gim ri ro cho cng ty.

10.1.2. Phm vi ca hot ng lp k hoch

Lp k hoch c th thc hin cho mt khong thi gian ngn hoc di. Lp k hoch chin lc thng l cho giai on 3, 5, 10 nm v c khi ti 25 nm. Tham gia vo lp k hoch chin lc l cc nh qun l cao cp ca cng ty v b phn lm k hoch. Lp k hoch ngn hn thng cho giai on mt nm hay t hn v l trch nhim ca cc nh qun l cp trung v cp thp trong cng ty. Cc k hoch ngn hn phi phc v cho k hoch di hn ca cng ty. C th chia lp k hoch thnh 3 cp nh sau:

Lp k hoch chin lc ca cng ty (Strategic Company Planning). cp k hoch ny, cc nh qun l cp cao ca cng ty cn xc nh s mnh ca cng ty (company's mission), xy dng mc tiu di hn v chin lc chung t c mc tiu . Chin lc v mc tiu tng th ny ca cng ty l ci khung xy dng cc k hoch cho cc lnh vc chc nng khc nhau nh Marketing, Ti chnh, Nhn s, Cng ngh... Lp k hoch cc lnh vc chc nng, trong c lp k hoch Marketing chin lc (Strategic Marketing Planning). cp k hoch ny, cc nh qun l Marketing cp cng ty xy dng mc tiu v chin lc cho cc hot ng Marketing ca cng ty. K hoch Marketing chin lc ny bao gm vic la chn th trng mc tiu v xy dng chng trnh di hn cho cc thnh t ca chin lc Marketing mix. 184

Lp k hoch Marketing hng nm (Annual Marketing Planning). Cc k hoch hng nm ny phi c xy dng cho tng th trng, tng sn phm.

10.2. LP K HOCH CHIN LC CNG TY

Lp k hoch chin lc ca cng ty bao gm bn bc chnh sau y:

Xc nh s mnh ca cng ty Phn tch mi trng v ngun lc (Phn tch SWOT) Thit lp mc tiu cho cng ty La chn chin lc t c cc mc tiu .

(xem hnh 10.1. v 10.2.). Cu hi m cng ty cn tr li Khi nim S mnh Phn tch SWOT Mc tiu Chin lc

trong qu trnh lp k hoch Cng ty ang kinh doanh g? Cng ty c cc im mnh, yu g? Cng ty c cc c hi v thch thc g? Cng ty mun t c ci g? Lm th no t c mc tiu?

Bc 1: Xc nh s mnh ca cng ty. Nu cng ty hot ng th cn xem xt li s mnh cng ty cng b xem c cn ph hp khng. Nu cng ty mi thnh lp th cn xy dng s mnh cho n t u (chi tit hn xin xem ph lc 6 cui chng ). Bc 2: Phn tch mi trng v ngun lc. Cng ty cn phn tch r nh hng ca cc yu t mi trng (bao gm mi trng bn ngoi v mi trng ni b) n hot ng ca n. y l qu trnh phn tch nguy c, c hi, im mnh v im yu ca cng ty, hay phn tch SWOT. Bc ny cho bit cng ty ang u?

185

Bc 3: Thit lp mc tiu cho cng ty. Cc nh qun l cng ty cn thit lp cc mc tiu cng ty hng ti nhm thc hin c s mnh t ra. Mc tiu cng l tiu chun nh gi kt qu hot ng ca cng ty. Ni cch khc, cng ty phi ch r h cn phi i ti u? Bc 4: La chn chin lc cng ty t c mc tiu , tc l cho bit cng ty t cc mc tiu t ra nh th no?

186

10.3. LP K HOCH MARKETING CHIN LC 10.3.1. Khi nim

Mt cch khi qut, lp k hoch Marketing chin lc l qu trnh phn tch, lp k hoch, t chc thchin v kim tra cc chng trnh Marketing i vi tng nhm khch hng mc tiu. y cng chnh l qu trnh qun tr Marketing chin lc. K hoch Marketing c thit lp cho tng th trng ring, tng sn phm ring. Cc giai on ca qu trnh lp k hoch Marketing c m t trn hnh 10.3 di y

10.3.2. Phn tch th trng v chin lc Marketing hin ti

Mc ch ca phn tch ny l:

187

nh gi nhng c im ch yu ca th trng nh quy m, c cu, xu hng bin ng, tc ng ca mi trng Marketing n nhu cu mua sm ca khch hng. Vic phn tch ny c tin hnh i vi mi mt sn phm. Phn tch cnh tranh: u nhc im cu cc i th cnh tranh, th phn v chin lc ca h. Phn tch chin lc Marketing hin hnh: Trong iu kin mi trng mi cc chin lc Marketing mix c cn ph hp na khng?

10.3.2. Phn tch th trng v chin lc Marketing hin ti

Mc ch ca phn tch ny l:

nh gi nhng c im ch yu ca th trng nh quy m, c cu, xu hng bin ng, tc ng ca mi trng Marketing n nhu cu mua sm ca khch hng. Vic phn tch ny c tin hnh i vi mi mt sn phm. Phn tch cnh tranh: u nhc im cu cc i th cnh tranh, th phn v chin lc ca h. Phn tch chin lc Marketing hin hnh: Trong iu kin mi trng mi cc chin lc Marketing mix c cn ph hp na khng?

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10.3.3. Phn tch SWOT

( Strengths, Weaknesses, Opportunities, Threats) Phn tch SWOT l phn tch c hi v mi e do (do mi trng mang li), im mnh v im yu ca bn thn cng ty. Trong iu kin mi trng mi s xut hin nhng c hi kinh doanh mi, ng thi cc nguy c e do mi. Khi cng ty nhn thc c v cc c hi v mi e do, h s ch ng xy dng k hoch nm bt, khai thc cc c hi, ng thi vt qua cc nguy c e do. Tuy nhin, iu ny cn tu thuc vo cc im mnh v im yu ca cng ty. Do vy, cn xem xt cc vn c bn sau y:

Xc nh cc c hi v nguy c do mi trng mang li cho cng ty Xc nh cc im mnh v im yu ca cng ty Xc nh v th th trng hin ti ca cng ty

V d: i vi VNPT, trong giai on hi nhp s xut hin rt nhiu nhu cu v thng tin lin lc hin i t nhiu i tng khc nhau: cc doanh nghip trong v ngoi nc, cc c quan chnh ph, quc hi, cc on th, cc trng hc, vin nghin cu, khch du lch, nhn dn... Nguy c mi l s cnh tranh a dng v ngy cng gia tng mnh m. Mt khc, ng v Nh nc ch trng ch ng hi nhp kinh t quc t v yu cu cc ngnh xy dng l trnh hi nhp. C th phn tch cc im mnh v im yu ca cng ty trn bn yu t sau y: Marketing, Ti chnh, Sn xut, T chcv qun l, Nhn s.

10.3.4. Xc nh cc mc tiu Marketing

Khi t ra cc mc tiu Marketing cn phi tun theo cc yu cu sau:

Mc tiu Marketing phi chu s chi phi ca cc mc tiu ca k hoch chin lc ca cng ty (phc v cho mc tiu k hoch chin lc). Mc tiu Marketing phi c th, r rng v o lng c. Mc tiu phi gn vi thi gian c th (V d : Ho vn sau 2 nm hot ng). Cc mc tiu phi ng b nhau v c sp xp theo th t v tm quan trng

Thng thng mc tiu Marketing l doanh s bn, li nhun v th phn chim c, v th ca cng ty, v th ca sn phm, mc tiu tng trng. V d: M rng ti a th phn, dn u th trng, dn u v cht lng, dn u v dch v khch hng, t li nhun ti a... sau mt thi gian no . V d: Mc tiu ca VNPT n nm 2005:

- t tc tng doanh thu bnh qun nm l 8-10%/nm - Tng li nhun trc thu trong 5 nm l 25.299 t ng, t tc tng bnh qun l 9,03%/ nm. - Tng s my in thoi n 2005 t 7 triu my, mt 7 my/100 dn, trong in thoi c nh chim 60%, in thoi di ng chim 40%. a my in thoi n 100% s x. - V th phn: Chim 70% th phn i vi cc dch v gia tng, 50% th phn i vi dch v Internet, 85% i vi cc dch v vin thng c bn, 75% th phn i vi dch v in thoi di ng, 30-40% th phn i vi cc dch v bu chnh mi (chuyn tin nhanh, chuyn pht nhanh...).

10.3.5. La chn th trng mc tiu

189

La chn th trng mc tiu l la chn cc nhm khch hng tim nng i vi cc sn phm mi ca cng ty (xem chung IV). Nu trong th trng mc tiu m cng ty chn c cc sn phm cnh tranh th vn tip theo l phi nh v sn phm ca cng ty nh trin khai so vi cc sn phm cnh tranh .

10.3.6. Xy dng cc chin lc Marketing hn hp

Marketing hn hp l tp hp cc bin s - cc chin lc Marketing b phn m cng ty c th ch ng kim sot tc ng vo th trng mc tiu nhm thc hin cc mc tiu Marketing.

1) Chin lc sn phm
Bao gm vic xc nh danh mc sn phm, chng loi sn phm, tn gi, nhn hiu, bao b, cc c tnh, cc dch v khch hng.

2) Chin lc gi c
Bao gm vic xc nh mc tiu ca chin lc gi, xc nh phng php nh gi, xc nh chin lc gi.

3) Chin lc phn phi

Bao gm vic thit lp cc knh phn phi, la chn cc trung gian trong knh, la chn phng thc vn chuyn...

4) Chin lc xc tin
(hay truyn thng Marketing) Xc nh mc tiu ca chin lc truyn thng, la chn cc phng tin truyn thng. Cng vi cc chin lc trn l h thng cc bin php c th thc hin mc tiu ca doanh nghip. V d: Cc chin lc Marketing ca VNPT n nm 2005:

Chuyn mnh sang t duy "hng v khch hng" y mnh cng tc nghin cu th trng, nghin cu i th cnh tranh a dng ho cc dch v Tng cng cng tc bn hng v chm sc khch hng Phn nh r hot ng kinh doanh v cng ch theo loi sn phm, dch v, khu vc th trng, i tng khch hng. Xc nh sn phm, dch v c li th cnh tranh; cc sn phm, dch v c kh nng cnh tranh thp c chnh sch u t hp l; sn phm, dch v cng ch cn c nh nc h tr. Tng bc ch ng quyt nh chnh sch gi trn c s quan h cung cu, mc cnh tranh v chi ph sn xut, m bo b p chi ph v c li, c tnh n tng quan khu vc v quc t vi tnh hnh pht trin kinh t-x hi ca Vit Nam. p dng nhiu mc gi, khung gi ca tng loi dch v cho tng i tng khch hng thuc tng vng th trng khc nhau v thi gian phc v khc nhau. Thit lp mt h thng bn hng hin i, rng khp, hp l, to iu kin thun li cho khch hng s dng dch v v c kh nng khai thc, pht trin th trng tim nng bu chnh vin thng. 190

y mnh qung co, tuyn truyn, xy dng hnh nh mt Tp on BCVT hng u Vit Nam. Tng bc xy dng chun mc phc v khch hng. Hon thin b my, quy trnh chm sc khch hng theo vng th trng, loi khch hng. Xy dng mi quan h tt p vi cng chng thng qua cc chng trnh qung co, khuyn mi, chm sc khch hng c quy m ln.

10.3.7. Xy dng chng trnh hnh ng v d bo ngn sch

Chng trnh hnh ng c vai tr m bo cho k hoch Marketing ca cng ty c thc hin. Xy dng chng trnh hnh ng l bin cc chin lc Marketing thnh cc chng trnh hnh ng c th. Chng trnh hnh ng tr li cc cu hi sau:

Ci g s c thc hin? Khi no thc hin? Ai chu trch nhim thc hin g? Tng kinh ph thc hin?

thc hin cc chin lc Marketing cn phi c ngn sch. D on ngn sch - kt qu ti chnh d kin ca k hoch Marketing c thc hin da trn s lng bn d kin: Doanh s d kin = Gi bn bnh qun x S lng bn d kin Li nhun d kin = Doanh s d kin - Tng chi ph d kin Ch : Qa trnh qun tr Marketing l mt b phn cu thnh ca qu trnh qun tr chung ca cng ty. Qun tr chin lc trong mt cng ty nh hng th trng bao gm 3 cp":

Qun tr chin lc cp Tng cng ty: lin quan n vic phn b cc ngun lc cho cc n v kinh doanh (Business Units) ca Tng cng ty. Qun tr chin lc kinh doanh: thc hin tng n v kinh doanh trong Tng cng ty. Qun tr chin lc cho cc chc nng (Marketing, nhn s...): Lin quan n chin lc cho tng chc nng ring trong Tng cng ty.

10.4. MT S KIU CHIN LC MARKETING

10.4.1. Cc kiu chin lc Marketing theo v th cnh tranh

Cn c vo v th cnh tranh ca cng ty so vi cc cng ty cnh tranh trn th trng, cc cng ty c th xp vo mt trong 4 loi sau y:

Cc cng ty dn u th trng (Market-Leader) Cc cng ty thch thc th trng (Market-Chalenger) Cc cng ty i theo (Market-Follower) Cc cng ty np gc (Market-Nicher)

Mi loi cng ty ny s chn cc chin lc khc nhau:

191

1) Chin lc ca cc cng ty dn u th trng

Cc cng ty dn u th trng c th b e do bi cc cng ty thch thc th trng. Do vy, h mun gi v th ng u trn th trung. Mun vy, h phi tp trung vo 3 hng sau y:

M rng nhu cu trn th trng Bo v th phn hin ti Chim lnh thm th phn

a) M rng nhu cu trn ton th trng (Expanding the total Market) M rng nhu cu trn ton th trng c li cho cng ty dn u, v th phn ca h ln nht. m rng nhu cu, h cn phi tm thm cc khch hng mi, khuyn khch khch hng hin ti dng nhiu hn, kch thch cc cch dng mi i vi sn phm. b) Bo v th phn (Defending Market Share) bo v th phn, cng ty dn u c th s dng 6 chin lc sau y:

Chin lc phng th v th (Position defense):

y l chin lc thng dng nhm duy tr khch hng hin c ca cng ty bng cc n lc Marketing nh: a dng ho sn phm, duy tr cht lng, knh phn phi tin li, gi c phi chng, khuyn mi, chm sc khch hng...

Chin lc phng th mn sn (Flanking defense):

Chin lc ny c mc tiu bo v nhng im yu ca cng ty, v y l ch m cc i th c th tn cng ginh u th. V d: Cng ty Vietel s dng cng ngh mi VoiP a ra dch v mi vi gi cc h, do vy chim c th phn kh (40-50% trn th trng in thoi ng di H Ni - T.ph HCM). y l mt kiu s h mn sn cu VNPT l cng ty ch o. ng l ra VNPT - mt cng ty BCVT ch o phi nm bt c xu th pht trin ca cng ngh VoiP i trc mt bc nhm ginh th ch ng trn th trng.

Chin lc tn cng ch ng trc (Preemptive defense):

y l chin lc ch ng tn cng i phng trc do th mnh ca cng ty dn u. Cng ty c th gim gi, nng cao cht lng vi mc gi c.

Chin lc phn cng (Counteroffensive defense):

y l chin lc phn cng li khi b tn cng trc. Chin lc ny mang tnh b ng.

Chin lc co cm (Contraction defense)

Vi chin lc ny, cng ty c th phi rt lui khi mt s th trng c v th yu hn cc i th tp trung vo cc th trng c u th. y khng phi l vic rt lui b ng, m l rt lui ch ng. c) M rng th phn (Expanding Market Share) 192

Cng ty dn u c th s dng cc thnh t trong Marketing hn hp m rng th phn. Tuy nhin, cn ch n cc quy nh ca Lut cnh tranh ca Nh nc v khng ch th phn i vi cng ty dn u th trng.

2) Chin lc ca cc cng ty thch thc trn th trng

y l chin lc ca cc cng ty c u th nht nh v cng ngh, k thut, ti chnh so vi cng ty dn u. Do vy h c th tn cng cng ty dn u bng cc chin lc sau y:

Chin lc tn cng trc din

Theo chin lc ny, cng ty son tho mt chin lc Marketing mix i chi trc tip vi chin lc Marketing mix ca i th: Sn phm cht lng lng cao hn, gi thp hn, phn phi rng ri hn, truyn thng mnh m hn. Chin lc cnh tranh ny nhm vo nhng ch mnh ca i phng, do vy i hi chi ph tn km. Do i sau, cc cng ty Vin thng mi c th p dng cc cng ngh mi to ra cc dch v vt tri v cht lng hay gi c chim th trng t cc cng ty ch o.

Chin lc tn cng mn sn

Chin lc ny nhm tn cng vo cc im yu ca i th (cng ty ch o). Mc tiu ca chin lc tn cng mn sn l tp trung sc mnh nhm vo nhng ch yu ca cng ty dn u. Mun vy, cng ty thch thc chn tn cng vo cc khu vc a l hay cc phn on th trng yu ca i phng. Cng ty thch thc cng c th pht hin cc nhu cu cha c p ng trn th trng v a ra sn phm ph hp. V d: Cng ty FPT a ra hnh thc th Internet tr trc, ng thi t chc knh phn phi th tt hn so vi Cng ty ch o VDC nn ginh c nhiu khch hng. V d: Cng ty VMS a ra hnh thc thanh ton Pre-paid Card (th tr trc) rt thun tin cho khch hng s dng di ng nn thu ht c nhiu khch hng.

Chin lc tn cng vu hi

Chin lc ny trnh i u trc tip vi i th mnh. N nhm vo vic a dng ho sn phm, chn th trng c th,...

3) Chin lc ca cc cng ty i theo

Cc cng ty i theo thng l cc cng ty khng mnh, cho nn chin lc ca h cng trnh i u vi cc i th mnh. H c th p dng cc chin lc sau:

Chin lc theo st: Cc cng ty i theo c gng theo st cc cng ty dn u (v cc chin lc Marketing mix), nhng trnh gy s ch ca cc cng ty dn u. Chin lc theo sau c khong cch: theo sau nhng c s khc bit trong cc chnh sch Marketing mix. Chin lc theo sau c chn lc: tp trung vo mt s on th trng c kh nng thu li nhun cao, trnh cnh tranh trc tip.

193

4) Chin lc ca cc cng ty np gc
Mt chin lc cho cc cng ty theo sau trong mt th trng ln l tr thnh ngi dn u trong mt th trng nh. Cc cng ty np gc l cc cng ty nh b trn th trng. H mun tm mt ch ng trn th trng m cc cng ty ln b qua, nh vy h trnh i u vi cc cng ty ln. H thc hin chin lc "Lp ch trng" trn th trng, chuyn mn ho theo sn phm, theo khch hng. H cn phi xc nh c cc ch cn b trng trn th trng vi cc iu kin sau y:

C quy m ln v c th mang li li nhun, d t C tim nng tng trng Cc i th cnh tranh ln b ri Ph hp vi nng lc v s trng ca cng ty C kh nng bo v c khi b tn cng

Chin lc ny cn c gi l "chin lc th trng ngch". V d: Cc cng ty sn xut t ca Nht Bn l cc cng ty nh b khi bc ra th trng t th gii. Do vy, h thc hin chin lc th trng ngch vi mc tiu cung cp chic xe nh v r, l chic xe th hai trong gia nh. Vi mc tiu h lin tc gim gi m rng th phn, tng hiu qu. y li l tin gim gi tip (Ly th trng trong nc b l cho th trng nc ngoi). Khi c ch ng vng chc trn th trng ri th m rng sang cc on th trng khc. Hin nay xe t ca Nht vt ln hng trn trong lng xe t th gii. Cng ty xe my Minsk cng nhm vo th trng ngch l xe my chuyn ch hng, ch khch cho min ni, nng thn. Chin lc ny trnh i u vi cc hng xe my Nht (dn u th trng).

10.4.2. M hnh cc chin lc chung ca Michael Porter

Michael Porter (Trng kinh doanh Harvard, M) xy dng mt m hnh trong ng vch ra 3 chin lc sau y thng li trong mt mi trng cnh tranh:

Dn u v chi ph tng th: sn xut sn phm tiu chun ho vi chi ph thp. T cng ty c th gim gi v t gi thp hn cc i th khc hay qung co mnh hn cc i th. Vi li th v chi ph, cng ty c th t c li nhun cao hn cc i th. Khc bit ho: Bn vi gi cao hn gi trung bnh cc sn phm khc bit hn v thit k, cht lng, thng hiu...Nh vy, cng ty cng t c li nhun cao. Tp trung: Tp trung vo mt th trng nh c bit no (chuyn mn ho cao). Do vy, c th p ng c cc i hi cao ca th trng, v thu c gi cao. Do vy, cng ty cng t c li nhun cao.

(xem hnh10.4.).

194

Hnh 10.4. M hnh cc chin lc chung ca Porter

10.4.3. Chin lc sn phm th trng

Trong qu trnh pht trin, bt k cng ty no cng mun tng thm doanh thu li nhun. Mun vy, cng ty khng th ch trng ch vo sn phm v th trng hin ti. Do vy, cng ty cn pht trin thm cc sn phm mi, v cc th trng mi. Nh vy, h phi kt hp gia vic pht trin sn phm v pht trin th trng. Chng ta s m t cc chin lc ny bng cng c ma trn. Kt hp gia bin s sn phm (hin ti v mi) vi bin s th trng (th trng hin ti v th trng mi) chng ta c th ra bn chin lc nh sau (xem hnh 10.5).

Ni dung cc chin lc
a) Thm nhp su hn na vo th trng Thc hin chin lc ny, cng ty c th bn thm sn phm hin ti cho th trng hin ti. V nguyn tc, cng ty c 3 cch tip cn nh sau: Th nht, cng ty c th khuyn khch cho khch hng hin ti ca mnh mua thng xuyn hn, mua nhiu hn. Th hai, cng ty c th li ko khch hng ca cc i th cnh tranh chuyn sang mua sn phm ca mnh. Th ba, cng ty c th khuyn khch nhng ngi cha mua bt u mua sn phm ca cng ty.

195

Hnh 10.5. Ma trn chin lc pht trin sn phm th trng (ma trn Ansoff) Bin php thc hin: tng cng qung co, khuyn mi, thay i phng thc thanh ton tin li, ci tin cc knh phn phi, y mnh hot ng chm sc khch hng, h tr kch thch cc thnh vin knh phn phi... b) Pht trin sn phm mi Cng ty tm cch pht trin cc sn phm mi cho cc khch hng quen hin ti. Nu cng ty chim c uy tn ca khch hng th khi a ra sn phm mi vo th trng hin ti s thun li. Cc sn phm mi c th cng chng loi, hoc khc chng loi. Sony trin khai thnh cng sn phm Walkman, v li tip tc tng vi sn phm Watchman. c) M rng th trng Cng ty c th m rng th trng bng cch tm cc on th trng khc (v nhn khu hc, v a l...) cho sn phm hin ti. Trong trng hp ny, cng ty cn phi nghin cu k lng nhu cu, th hiu ca th trng mi. d) a dng ho Chin lc ny kt hp c m rng th trng v pht trin sn phm mi. Thng thng, th trng mi i hi cc sn phm mi. Trong 4 chin lc nu trn th 3 chin lc u d thc hin hn so vi chin lc th t. Khi c hai bin s u mi th kh khn v mo him s cao hn nhiu. Nh vy, s dng ma trn sn phm th trng cho php cng ty pht hin ra cc tim nng th trng, t c nh hng khai thc ht cc tim nng . Tnh hung thc tin: Nm 2005, sn phm "c Ba sa fil ng lnh ca Vit Nam xut sang M (th trng duy nht lc ) b nh thu chng bn ph gi lm cho sn phm ny khng th xut vo M c. thot ra khi tnh th b tc ny, cng ty s dng chin lc pht trin sn phm th trng. Th trng mi l: EU, Nga, Trung Quc, Nht Bn v Vit Nam. Sn phm mi l: c Ba sa bm vin, c Ba sa kho t, lu c Ba sa, c Ba sa ct khc, d dy c Ba sa... Trong 4 chin lc pht trin sn phm th trng, c th s dng ba chin lc sau (tr chin lc th nht). 196

PH LC I. S MNH CA CNG TY (MISSION)

1) Khi nim
Khi cng b s mnh ca cng ty, h phi tr li cu hi: "Cng ty ang kinh doanh trong lnh vc g?" y xem chng l mt cu hi n gin. Nhng thc cht khng phi nh vy. Khng th xc nh lnh vc kinh doanh ca cng ty bng loi sn phm hay cng ngh m cng ty cung cp. V d: Khng nn xc nh Cng ty IBM ang kinh doanh trong lnh vc my tnh. y l th hin quan im nh hng sn xut. Cn xem cng ty nh l ngi p ng nhu cu ca khch hng ch khng phi l ngi sn xut ra loi hng ho no . L do l hng ho hay cng ngh ri n mt lc no s b li thi, cn nhu cu c bn ca th trng th vnh vin khng thay i. Trn quan im , IBM l cng ty hot ng trong lnh vc p ng nhu cu ca cc nh kinh doanh v x l thng tin nhanh chng v tit kim. nh ngha nh vy c 3 ci li:

Gip cho cng ty nhn din y cc i th cnh tranh hin thi v tim nng, trc tip v gin tip Hng dn cho cng ty v cc quyt nh chin lc Ch cho cng ty thy thc s khch hng mua g v ti sao? Khch hng mua li ch ch khng mua sn phm (xem chng 5: Chin lc sn phm).

Nu cng ty sn xut thc logarit tuyn b l h hot ng trong lnh vc sn xut thc loagarit, h s b ph sn khi cc my tnh in t b ti ra i. Do vy, cng ty nn tuyn b l h hot ng trong lnh vc" p ng nhu cu tnh ton ca con ngi". S mnh ca cng ty khng nn qu rng, cng khng nn qu hp. Thay v tuyn b l sn xut phn bn, mt cng ty tuyn b s mnh ca h l "u tranh chng nn i trn th gii". Thay v ni "Cung cp dch v in thoi", cng ty in thoi tuyn b "Cung cp cc phng tin thng tin lin lc nhanh chng" cho khch hng. Tm li, tuyn b s mnh ca cng ty cn phi tho mn cc yu cu sau y: 1. S mnh ca cng ty khng nn qu rng, cng khng nn qu hp. 2. S mnh ca cng ty cn phi bao hm ba vn c bn sau y:

Nhm khch hng m cng ty hng ti phc v Nhu cu ca khch hng m cng ty mun p ng Cng ngh, i ng cn b c s dng V tr m cng ty mun hng ti Chnh sch ca cng ty i vi cng chng

2) S mnh ca cng ty British gas

Chng ti phn u tr thnh cng ty nng lng hng u th gii v doanh nghip kinh doanh ga quc t hng u bng cch:

iu hnh mt doanh nghip kinh doanh gas chuyn nghip, cung cp ngun gas an ton, tin cy, n nh 197

Tch cc pht trin ngnh kinh doanh quc t v khai thc v sn xut du v gas. u t chin lc vo cc d n lin quan n nng lng khc trn ton cu p ng nhu cu ca khch hng vi dch v tuyt ho Thng xuyn nng cao cht lng v nng sut Chm lo bo v mi trng Duy tr i ng lao ng cht lng cao

Duy tr mi quan h tt vi khch hng, vi nhn vin, vi nh cung cp, vi cc c ng v cng ng.

II. N V KINH DOANH CHIN LC

1) Khi nim
i vi cc cng ty a sn phm, tin hnh lp k hoch v qun l c hiu qu, ngi ta chia cng ty thnh cc n v sn xut cc sn phm chnh, cc nhm sn phm lin quan, hay cc b phn th trng. Cc b phn th trng c gi l cc n v kinh doanh chin lc (SBU) ca cng ty. Mi mt n v kinh doanh chin lc c th sn xut mt loi sn phm chnh hay mt nhm cc sn phm lin quan. Quan h gia cc SBU khc nhau da trn c s hp ng kinh doanh cung cp hng ho, dch v theo hp ng. c gi l mt SBU, n v kinh doanh phi p ng cc yu cu sau:

L mt lnh vc kinh doanh ring bit C s mnh ring C cc i th cnh tranh ring C b my qun l ring

V d 1: Cng ty bu chnh Trung Quc bao gm 6 n v kinh doanh chin lc nh sau: 1. Cng tykinh doanh Tem (China National Philately Corporation) 2. Cng ty chuyn tin v tit kim bu chnh ( Postal saving and Remittance Corp.) 3. Cng ty qung co bu chnh (China Postal Advertising Corporation) 4. Cng ty chuyn pht nhanh ( China Postal Courier Corporation ) 5. Cng ty hng khng bu chnh ( China Postal Airlines Corporation) 6. Cng ty bn hng qua bu chnh ( China Postal Mail Order Corporation) V d 2: Cng ty General Motor c cc SBU nh sau: Mot in, cc thit b dng in chnh, thit b y t, thit b chiu sng, ng c phn lc... V d 3: 198

Cng ty Bu chnh Anh bao gm 3 SBU: Royal Mail, Parcel Force v Counter Co. Ltd. V d 4: Cc schools khc nhau trong mt Trng tng hp (University), cc loi hnh o to khc nhau nh: o to ti trng (on-campus courses); o to qua TV; o to hm th, cng l cc SBU cu University. V d 5: Tng Cng ty Bu chnh Vit Nam c th xy dng cc n v kinh doanh chin lc sau y: 1. Cng ty dch v Bu chnh cng ch, bao gm cc im giao dch rng khp trn ton lnh th Vit Nam (theo cc cp hnh chnh). Cng ty ny c nhim v cung cp dch v cng ch v lm i l cho cc cng ty Bu chnh v Vin thng khc cung cp cc dch v cho khch hng. 2. Cng ty chuyn pht nhanh, cung cp cc dch v Bu chnh tc cao cho khch hng nh chuyn pht nhanh, chuyn pht siu nhanh, pht trong ngy... 3. Cng ty dch v ti chnh, cung cp cc dch v ti chnh, ngn hng, tit kim, bo him... 4. Cng ty E-Post, cung cp cc dch v bu chnh lai ghp, bu chnh in t 5. Cng ty tem, pht hng v kinh doanh tem 6. Cng ty Pht hnh bo ch, cung cp dch v phn phi bo ch 7. Cng ty Vn chuyn Bu chnh, cung cp cc dch v vn chuyn bu phm, bu kin, chuyn ch hng ho trn mng li bu chnh quc gia. 8. Cng ty kho vn, cung cp cc dch v kho vn Vn m cc nh qun l Cng ty quan tm l phn b hp l cc ngun lc cho cc SBU. H cn phi phn tch tr li c cc cu hi sau y:

Cn phi kch thch cc SBU no cho n tng trng? Cn phi duy tr v tr th trng hin nay ca cc SBU no? Cn phi loi b cc SBU no?

Trong qu trnh lp k hoch chin lc, Cng ty c th dng cng c phn tch sau y: Ma trn ca nhm t vn Boston (Boston Consulting Grup matrix - ma trn BCG) Khi s dng cng c phn tch ny, Cng ty cn phn loi cc SBU theo 2 tiu thc l th phn tng i (so vi cc i th cnh tranh) v mc tng trng ca ngnh m SBU ang hot ng. Th phn tng i ca mt SBU l mt ch s v quy m lng tin mt ca SBU kim c. Nu mt SBU c th phn cng cao th SBU cng c c li th v hiu qu theo quy m hn. V do vy, SBU cng thu nhiu li nhun hn. Mc tng trng th trng l ch s v mc s dng tin u t ca SBU (hay u t cho nhm sn phm ca n). Trong mt th trng tng trng nhanh th SBU cn s dng nhiu tin u t cho sn xut v bn hng. 199

Mi tiu thc trn c 2 gi tr l cao v thp. Nh vy ta c mt ma trn 4 vung. Cc SBU c phn loi theo 2 tiu thc v c xp vo mt trong 4 ca ma trn BCG. Mi ma trn BCG c mt tn ring v mang mt ngha nht nh. 1. Ngi sao. Cc SBU thuc vo ny lm ra cc sn phm c th phn v mc tng trng cao. N i hi nhiu tin duy tr v th cnh tranh trong mt th trng tng trng cao. 2. B sa. Cc SBU loi ny c th phn cao nhng mc tng trng thp, tc l n hot ng trong mt th trng bo ho. Khi tc tng trng gim, th cc ngi sao chuyn thnh b sa. Cc SBU ny khng i hi chi ph nhiu, nhng sinh ra nhiu tin mt. Cng ty cn "vt sa" cc SBU ny h tr cho cc SBU khc. Chin lc i vi cc SBU ny l bo v th phn trn c s cng c lng trung thnh ca khch hng.

3. Du hi. Cc SBU thuc ny lm ra cc sn phm c th phn thp nhng c mc tng trng cao. c th l cc sn phm c v th thp trong th trng. Vn m cc nh qun l phi tr li l c th tng th phn ca SBU ny n mt mc thch hp c khng? Nu cu tr li l "khng", th cn loi b SBU ny. Nu cu tr li l "c", th cn phi u t cho SBU ny tng th phn. Chin lc Marketing thch hp cho cc SBU ny l to ra s li th khc bit mnh m thu ht khch hng nhm tng th phn. 4. Con ch. Cc SBU loi ny c th phn thp v hot ng trong mt th trng c mc tng trng thp. Loi ny khng c tng lai u t na. Chin lc i vi cc SBU ny l gim chi ph ti a li nhun (khai thc nt). S dng ma trn BGC, cng ty cng c th la chn cc chin lc thch hp cho bn loi SBU khc nhau. Cn c nhiu cng c h tr cho Marketing chin lc khc, nhng n vt ra ngoi mc tiu ca gio trnh ny.

III. KHNG I TH LN LT, P O

Cng ty Heublein chuyn sn xut ru, trong c loi ru mang nhn hiu S. l mt loi hng u trong dng Vodka rt ni ting, chim n 23% th phn ca th trng ru nc M. Ru S. c bn vi gi 10 USD mt chai v cng vic kinh doanh ca hng rt tin trin. Cho n u nhng nm 1960, nhn hiu S. b tn cng bi mt loi ru mi c tn W. do mt hng khc tung ra nhm cnh tranh th phn vi Heublein. Hng sn xut ny t nhn l ru W. ca mnh c cht lng khng h thua km g S. Hng nim yt vi gi bn cha n 10 USD mt chai W., loi chai c cng dung tch vi loi ri S ca Heublein.

200

Vy Cng ty Heublein lm g thng li trong cuc cnh tranh ny v gi c th phn ca mnh? Cng ty c th khng phi lm g, cho ngi tiu dng quyt nh s phn ca n, v h c th yn tm rng tn tui ca hng v nhn ru S. tn ti bn vng cng thi gian. Hn na, 23% th phn ca th trng ru m hng dnh c l rt ln n mc s thm nhp ca W., mt hng sinh sau mun l khng ng k. Tuy nhin, Ban lnh o hng quyt nh phi ch ng phn cng thay v trng ch may ri. Bi vy cn phi c bin php ngn chn, i ph s ln lt ca i th ngay t u trc khi i th c v th v sc mnh cnh tranh chin thng tng bc. Cch tn ti tt nht l phi chin thng pht trin ch khng phi l s tho hip hay t bng lng vi mnh.

Qung co, tng gi, h gi u khng kh thi

C kin cho rng trong trng hp ny phi y cng tc qung co nhm cho ngi tiu dng thy r tnh hn hn ca S. so vi W. Nhng nh th l vi phm, bi v nhiu quc gia, vic qung co cho ru v thuc l khng c lut php cho php. Hn na S. l nhn hiu lu i v rt ni ting, lm nh th khc no t ni cho thin h bit rng mnh c im yu v qu lo lng trc s xm nhp ca mt i th mi. Nh vy, buc ngi tiu dng phi t du hi v chnh sn phm, nhn hiu ca mnh, khng khc no qung co khng cng cho W. Nu khng qung co th c th y mnh hn tnh hnh tiu th ca ngi tiu dng i vi S. khng? Chng hn nh m thm cc i l v cc ca hng bn l ti cc thnh ph nhm tng thm th phn v doanh thu cho S.? kin ny khng thc t. Th nht, ru l mt sn phm c tnh c th n nh cao trong tiu dng. S. tri qua mt thi gian tn ti rt di nn nhu cu c xc lp ti cc thnh ph M l kh n nh hoc rt kh tng thm. Cho nn iu c th gy ra s tht thu do tng thm chi ph. Nhng ngi ng h kin ny cn ni thm rng b cho s chi ph tng ln, Cng ty c th tng thm gi bn thm 1 USD cho 1 chai S. Nhng tng gi cho mt nhn hng n nh t lu khng phi l chuyn d dng. C th gp nhiu cn tr t pha Chnh ph, t thu v t ngi tiu dng. Th hai, theo kinh nghim, ru no cha thnh cng, cha c khng nh trn t M th cha th thnh cng kinh doanh nhng th trng ngoi nc M. iu i hi cn phi lm ngay l lm cho W. mt c hi thnh cng ngay trn t M. C kin cho rng cn phi nim yt h gi mi chai S. xung 1 USD (ch cn 9 USD) nhm cnh tranh v gi v bo tn th phn.. Tuy nhin, s gim gi s tc ng n tm l khin khch hng cho rng cht lng cng st gim theo. Ngoi ra, nhng khch hng truyn thng dng S. phn ln trong ngh thng cm thy h l ngi t tin, thnh t v snh iu trong con mt ca ngi khc. S. h gi s khng cn qu na v sau khng cn c a chung na. Cn ghi nh mt iu: cnh tranh ngy nay l cnh tranh v cht, trn nhng tiu ch nh tnh hn l nh lng.

Ch ng tung ra sn phm mi l cnh tranh hu hiu

Sau khi tham kho tt c nhng kin trn, Cng ty Heublein hp ton th cp qun tr v cui cng a ra phng sch cnh tranh nh sau: vn gi nguyn gi 10 USD cho chai S. loi c. Nh th khng gy xo trn, thay i v tm l v nhu cu hin ti ca khch hng i vi nhn S. ng thi, Cng ty tung ra th trng mt loi ru vi nhn hiu mi l R., c cng dung tch. Song v thc cht l cng cht ru nh chai S. loi c, vi gi 11 USD. Mc ch nhm khng nh thm uy tn ca Cng ty Heublein v ca dng ru Vodka ni ting xa nay. Cha ht, Cng ty cn tung ra mt loi nhn ru mi c tn l P., cng c cng dung tch, cht ru nh S., nhng c nim yt gi bn l 9 USD/ chai. Vi loi nhn mi ny, Cng ty mun cho ngi tiu dng hiu l loi ru thng thng. Khi khch hng mua ung m vn thy n c v ngon khng thua km g S. th li cng tng thm uy tn cho Cng ty. Thc t din ra trn th trng cho thy, sch lc cnh tranh ny rt hiu qu, v y W. vo th "thoi thp", ng thi cn mang li thm li nhun ng k cho Cng ty t hai loi nhn hiu mi. Bi hc cnh 201

tranh ny ca Cng ty Heublein hin nay vn cn nguyn gi tr cho cc doanh nghip trn thng trng trong nc v th gii.

CU HI N TP V THO LUN
1. Bn cht, phm vi, tm quan trng ca lp k hoch? 2. Phn bit s khc nhau gia lp k hoch chin lc ca cng ty v k hoch Marketing? Mi quan h gia chng? 3. Cc bc lp k hoch chin lc cng ty (*) Bc 1: Xc nh s mnh ca cng ty. Nu cng ty hot ng th cn xem xt li s mnh cng ty cng b xem c cn ph hp khng. Nu cng ty mi thnh lp th cn xy dng s mnh cho n t u (chi tit hn xin xem ph lc 6 cui chng ). Bc 2: Phn tch mi trng v ngun lc. Cng ty cn phn tch r nh hng ca cc yu t mi trng (bao gm mi trng bn ngoi v mi trng ni b) n hot ng ca n. y l qu trnh phn tch SWOT. Bc ny cho bit cng ty ang u? Bc 3: Thit lp mc tiu cho cng ty. Cc nh qun l cng ty cn thit lp cc mc tiu cng ty hng ti nhm thc hin c s mnh t ra. Mc tiu cng l tiu chun nh gi kt qu hot ng ca cng ty. Ni cch khc, cng ty phi ch r h cn phi i ti u? Bc 4: La chn chin lc cng ty t c mc tiu , tc l cho bit cng ty t cc mc tiu t ra nh th no? Chin lc ca cng ty phi khai thc c th mnh, khc phc c im yu, nm ly c hi v vt qua c thch thc. 4. Qu trnh lp k hoch Marketing chin lc (*) Qu trnh lp k hoch Marketing chin lc bao gm cc bc sau y:

Phn tch th trng v chin lc marketing hin ti Phn tch SWOT Xc nh cc mc tiu marketing La chn th trng mc tiu Xy dng cc chin lc marketing mix ra chng trnh hnh ng Kim tra vic thc hin k hoch

Sinh vin phn tch tng bc nu trn 5. Cc kiu chin lc ca cng ty dn u th trng (*) Cc cng ty dn u th trng c th b e do bi cc cng ty thch thc th trng. Do vy, h mun gi v th ng u trn th trung. Mun vy, h phi tp trung vo 3 hng sau y:

M rng nhu cu trn th trng Bo v th phn hin ti Chim lnh thm th phn 202

Sinh vin trnh by chi tit cc chin lc trn. 6. Cc kiu chin lc ca cng ty thch thc trn th trng (*) y l chin lc ca cc cng ty c u th nht nh v cng ngh, k thut, ti chnh so vi cng ty dn u. Do vy h c th tn cng cng ty dn u bng cc chin lc sau y:

Chin lc tn cng trc din Chin lc tn cng mn sn Chin lc tn cng vu hi

Sinh vin trnh by chi tit cc chin lc trn. 7. Cc kiu chin lc ca cng ty i theo, v ca cng ty np gc (*) Cc cng ty i theo thng l cc cng ty khng mnh, cho nn chin lc ca h cng trnh i u vi cc i th mnh. H c th p dng cc chin lc sau:

Chin lc theo st: Cc cng ty i theo c gng theo st cc cng ty dn u (v cc chin lc Marketing mix), nhng trnh gy s ch ca cc cng ty dn u. Chin lc theo sau c khong cch: theo sau nhng c s khc bit trong cc chnh sch Marketing mix. Chin lc theo sau c chn lc: tp trung vo mt s on th trng c kh nng thu li nhun cao, trnh cnh tranh trc tip.

Chin lc ca cc cng ty np gc Cc cng ty np gc l cc cng ty nh b trn th trng. H mun tm mt ch ng trn th trng m cc cng ty ln b qua, nh vy h trnh i u vi cc cng ty ln. H thc hin chin lc "Lp ch trng" trn th trng, chuyn mn ho theo sn phm, theo khch hng. H cn phi xc nh c cc ch cn b trng trn th trng vi cc iu kin sau y:

C quy m ln v c th mang li li nhun, d t C tim nng tng trng Cc i th cnh tranh ln b ri Ph hp vi nng lc v s trng ca cng ty C kh nng bo v c khi b tn cng

Chin lc ny cn c gi l "chin lc th trng ngch". 8. M hnh cc chin lc chung ca Michael Porter (*) Michael Porter xy dng mt m hnh trong ng vch ra 3 chin lc sau y thng li trong mt mi trng cnh tranh:

Dn u v chi ph tng th: sn xut sn phm tiu chun ho vi chi ph thp. T cng ty c th gim gi v t gi thp hn cc i th khc hay qung co mnh hn cc i th. Vi li th v chi ph, cng ty c th t c li nhun cao hn cc i th. Khc bit ho: Bn vi gi cao hn gi trung bnh cc sn phm khc bit hn v thit k, cht lng, thng hiu...Nh vy, cng ty cng t c li nhun cao.

203

Tp trung: Tp trung vo mt th trng nh c bit no (chuyn mn ho cao). Do vy, c th p ng c cc i hi cao ca th trng, v thu c gi cao. Do vy, cng ty cng t c li nhun cao.

9. Hy tm hiu v phn tch chin lc xm nhp th trng vin thng ca cng ty Viettel? 10. Hy tm hiu v phn tch chin lc xm nhp th trng vin thng ca cng ty Saigon Postel 11. Vi v th l nh khai thc ch o trn th trng BCVT, VNPT cn thc thi chin lc g trc s cnh tranh ca cc nh khai thc mi (*) 12. Hy tm hiu chin lc xm nhp th trng t th gii ca cc nh sn xut t Trung Quc v rt ra nhng bi hc. 13. Dng ma trn Ansoff xy dng cc chin lc sn phm th trng cho mt sn phm no . Trc ht, sinh vin cn nu tm tt l lun tng qut v chin lc sn phm-th trng qua ma trn Ansoff: - Chin lc sn phm - th trng da vo vic kt hp 2 gi tr ca 2 bin s l sn phm v th trng to ra 4 chin lc (v ma trn kt hp 2 bin s - ma trn Ansoff) nh sau:

Chin lc xm nhp th trng (sn phm hin ti- th trng hin ti) Chin lc m rng th trng ( sn phm hin ti- th trng mi) Chin lc pht trin sn phm mi (sn phm mi- th trng hin ti) Chin lc a dng ho (sn phm mi- th trng mi)

- Gii thch thm cc bin php thc hin tng chin lc. Cho v d minh ho. Sau sinh vin chn 1 sn phm no v p dng 4 chin lc. Tm mt v d v mt cng ty thc hin chin lc th trng ngch thnh cng.

204

Chng 11: Marketing quc t

Sau khi hc xong chng ny, sinh vin cn nm c cc vn c bn sau y: - Khi nim v bn cht ca Marketing quc t - Xu hng m rng thng mi quc t - Cc phng php xm nhp th trng quc t khc nhau - Cc c im cn bn ca mi trng Marketing quc t - Cc vn c bn ca Marekting xut khu

Contents
YU CU 11.1. BN CHT V NI DUNG CA MARKETING QUC T o 11.1.1. Khi nim o 11.1.2. Xu hng hi nhp v t do ho th trng quc t o 11.1.3. Ni dung ca Marketing quc t 11.2. MI TRNG MARKETING QUC T o 11.2.1. c im chung ca kinh t th gii o 11.2.2. Mi trng kinh t o 11.2.3. Mi trng vn ho - x hi o 11.2.4. Mi trng chnh tr - lut php 11.3. MARKETING XUT KHU o 11.3.1. Nghin cu th trng xut khu o o o 11.3.2. La chn th trng 11.3.3. La chn phng thc thm nhp th trng 11.3.4. La chn chin lc Marketing hn hp CU HI N TP V THO LUN

YU CU
Sau khi hc xong chng ny, sinh vin cn nm c cc vn c bn sau y:

Khi nim v bn cht ca Marketing quc t Xu hng m rng thng mi quc t Cc phng php xm nhp th trng quc t khc nhau Cc c im cn bn ca mi trng Marketing quc t Cc vn c bn ca Marekting xut khu

11.1. BN CHT V NI DUNG CA MARKETING QUC T 11.1.1. Khi nim

Marketing cn bn c th p dng chung trong nhiu lnh vc trn c s cc nguyn l Marketing c bn. Tuy nhin, cc chin lc Marketing c s dng thc hin mt chng trnh Marketing cho hot ng kinh doanh ti nc ngoi thng c nhiu im khc bit so vi cc chin lc Marketing p dng trong 205

nc. Khi bc vo mt mi trng kinh doanh mi ti mt quc gia no , cng ty phi gii quyt cc vn :

Chin lc xm nhp th trng mi Cc chin lc Marketing hn hp cho th trng mi C cu hot ng ca cng ty trong th trng mi

11.1.2. Xu hng hi nhp v t do ho th trng quc t

Ngy nay, ton cu ho ang tr thnh mt xu th quc t, dn n mt nn kinh t th gii thng nht, mt th trng th gii thng nht, rng ln vi nhng lut chi chung. Qu trnh t do ho thng mi v u t, thc cht l qu trnh gim thiu v i ti xo b nhng hng ro thu quan v phi quan thu i vi hng ho, dch v v u t gia cc nc, cng pht trin mnh, thc y xu th ton cu ho pht trin mnh c v chiu rng v chiu su. Ton cu ho dn n t do ho thng mi quc t. T do ho thng mi li thc y qu trnh ton cu ho pht trin nhanh chng. Do vy c th ni ton cu ho, t do ho kinh t v hi nhp quc t l mt qu trnh kp. Cng vi qu trnh ton cu ho l qu trnh khu vc ho cng din ra si ng. S ra i v pht trin ca cc khi EU, ASEAN, APEC, AFTA, NAFTA... l nhng v d in hnh v khu vc ho. Gn y, Trung Quc v ASEAN cng ang m phn hnh thnh khu vc mu dch t do Trung Quc - ASEAN. y s l khu vc mu dch t do ln nht v dn s v c v doanh s. i hi i biu ton quc ln th VIII ca ng khng nh phi y nhanh qu trnh hi nhp kinh t khu vc v th gii. Ngh quyt Hi ngh ln th t, Ban chp hnh Trung ng kho VIII (12-1997) nu nguyn tc hi nhp ca Vit Nam l: "Ch ng chun b cc iu kin cn thit v cn b, lut php v nht l xc nh nhng sn phm m Vit Nam c li th cnh tranh tham gia vo khu vc v th gii ". S pht trin ca cng ngh tt yu dn n ton cu ho Vin thng, th hin ch ngi s dng c th lin lc vi nhng ngi hng xm cng nh nhng ngi s dng khp ni trn th gii, to ra ci gi l "lng vin thng ton cu". Tn dng u im ny, cc nh khai thc ln, bng vic to ra cc linminh di dng cc cng ty a quc gia, cung cp cc dch v vin thng quc t vi cc mc gi phi chng. C th nhn thy kt qu trc tip l lu lng quc t tng n nh vi t l 17%/ nm. Cn nhng nc ang pht trin mc tng trng t c 30% (7 pht/ ngi, 70 pht/ thu bao (Theo C s d liu ITU/BDT ). Bu chnh cng tham gia tch cc vo qu trnh ton cu ho, p ng nhu cu giao lu tnh cm, trao i hng ho, tin t. Cc cng ty chuyn pht nhanh ton cu nh DHL, FedEX, TNT, UPS, AIRBORNE... c mt khp ni trn th gii. Bu chnh Vit Nam ang xy dng lin doanh vi mt s cng ty chuyn pht nhanh ton cu ln vn ra th gii. C th ni th trng Bu chnh, Vin thng trong mi nc l mt b phn khng th tch ri ca th trng Bu chnh, Vin thng th gii. Trn th gii xut hin nhiu cng ty ton cu c phm vi hot ng trn ton th gii. Ti Vit Nam, vn ra th trng th gii tr thnh chin lc ca nhiu doanh nghip Vit Nam. Trong xu th , m bo kinh doanh thng li trn th trng quc t, cc doanh nghip cn phi c trang b kin thc Marketing quc t.

11.1.3. Ni dung ca Marketing quc t

206

Khi mt cng ty quyt nh vn ra th trng th gii, h phi la chn mt c cu t chc ph hp hot ng trn th trng . iu ny tu thuc vo chin lc xm nhp th trng ca cng ty. bc vo mt th trng quc t, cng ty c th la chn cc phng php sau y (xem Hnh 11.1.):

1. Phng php n gin nht l xut khu qua cc trung gian xut nhp khu (Foreign-trade agent middleman). u im ca phng php ny l cng ty khng cn phi u t nhiu v ti chnh, cng sc v thi gian, ri ro cng rt thp. Tuy nhin, nhc im ca phng php ny l nh xut khu cng khng kim sot c hot ng ca cc trung gian xut khu. 2. Phng php cao hn l nh sn xut t chc cc chi nhnh bn hng (Company-owned sales branch) hay cc cng tycon (subsidiaries) ti th trng nc ngoi. Phng php c nhng u im sau y:

Cng ty c th xc tin sn phm ca mnh mnh m hn; Qun l n lc bn hng hiu qu hn; C th pht trin th trng quc t hiu qu hn.

Tt nhin l thc hin phng php kinh doanh ny, cng ty cng phi u t thi gian, tin ca v n lc ln hn qun l lc lng bn hng trong mt mi trng xa l. 3. Phng php th ba l hp ng sn xut theo bn quyn (Licensing a foreign producer, Contract manufacturing by foreign producer). Khi th trng m rng, cng ty tm i tc nc ngoi v k hp ng cho php h sn xut hng ho ca cng ty. Phng php ny khng i hi cng ty u t ln cho sn xut, ng thi n gip cho cng ty vt qua c cc hng ro thu quan v phi thu quan xm nhp th trng mt nc no . Tuy nhin, iu ny cng c ri ro to ra i th cnh tranh trong tng lai khi hp ng ht thi hn v cc b quyt sn xut b nh cp. Nhng quyn thng mi (Franchising) l mt dng xm nhp th trng quc t ph bin hin nay trn th gii. Ti Vit Nam, di hnh thc nhng quyn, g rn KFC, nh hng n nhanh McDonalds... c mt. C f Trung Nguyn cng c mt trn th gii qua hnh thc Franchising. 4. Phng php th t, cng ty xy dng c s sn xut ca mnh ti nc ngoi di dng lin doanh hay 100% vn ca cng ty (Joint venture,Whole ownedsubsidiaries). Phng php ny c th tn dng cc chnh sch u i u t nc ngoi ca cc quc gia thiu vn, cng ngh, chi ph nhn cng cng nh cc yu t u vo sn xut khc thp. 5. Phng php th nm l cc x nghip ton cu (Worldwideenterprise ). y l bc thang tin trin cui cng ca qu trnh vn ra th trng th gii. i vi cc cng ty ton cu ny, khng c s phn bit gia hot ng trong nc v nc ngoi, chin lc Marketing c xy dng trn c s ton cu. l trng hp ca cc cng ty nh TNT, DHL, Nestl, Shell Oil. 207

Tng ng vi cc loi hnh c cu xm nhp th trng quc t nh vy, chng ta c cc loi Marketing nh sau:

Marketing xut khu. y l Marketing gip cho cc doanh nghip xut khu thch ng vi cc yu cu, i hi ca th trng nc ngoi. Marketing thm nhp. Marketing xm nhp l cng c ca cc cng ty mun c ch ng trn th trng quc t no . V d, l Marketing m cc cng ty lin doanh ti Vit Nam s dng chim lnh th trng Vit Nam. Marketing ton cu. y l Marketing m cc hng a quc gia s dng p ng nhu cu ca cc khu vc khc nhau trn th trng quc t hoc ca ton b th trng th gii.

Trong phn sau, chng ta s tp trung vo tm hiu Marketing xut khu. Marketing quc t i hi cc doanh nghip phi iu chnh cc chin lc Marketing cho ph hp vi mi trng nc ngoi. Doanh nghip phi gii quyt cc vn sau y:

nh gi v la chn th trng xut khu La chn phng thc hot ng thch hp Xy dng cc chin lc Marketing hn hp cho mi th trng quc t m cng ty mun xm nhp.

Do vy, khi xy dng k hoch Marketing quc t, cng ty cn tin hnh cc cng vic theo trnh t sau y:

11.2. MI TRNG MARKETING QUC T 11.2.1. c im chung ca kinh t th gii

1) Xu hng ton cu ho ca cc nn kinh t
Ton cu ho dn n t do ho thng mi quc t. T do ho thng mi li thc y qu trnh ton cu ho pht trin nhanh chng. Do vy, c th ni ton cu ho, t do ho kinh t v hi nhp quc t l mt qu trnh kp. T xut hin cc t chc kinh t khu vc v quc t nh: Khu vc mu dch t do, khu vc thng nht thu quan, khu vc th trng chung, khu vc hp nht kinh t. Vit Nam cng ang tham gia tch cc vo xu hng hi nhp v ton cu ho. Vit Nam thu c nhng kt qu quan trng bc u trong qu trnh ch ng hi nhp. l khai thng c quan h vi cc t chc ti chnh, tin t quc t nh Qu tin t quc t, Ngn hng th gii, Ngn hng pht trin Chu , gia nhp ASEAN, APEC v k kt hip c thng mi Vit-M. V sau 11 nm n lc phn u, m phn, Vit Nam chnh thc tr thnh thnh vin ca t chc thng mi th gii WTO vo cui nm 2006.

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Cng vi nhng i mi bn trong t nm 1989, qu trnh a dng ho, a phng ho v pht trin kinh t i ngoi gp phn quan trng vo nhng thnh tu pht trin kinh t, t c s n nh v tc tng trng kh cao trong 10 nm qua. Theo xu hng , cc cng ty Vit Nam phi nhanh chng i mi khng ch chun b cho cnh tranh trn sn nh - th trng ni a, m cn phi vn ra th trng th gii. l con ng duy nht tn ti v pht trin.

2) Cc xu hng lin kt khc nhau gia cc doanh nghip tng sc cnh tranh
Ton cu ho cc cng ty thng qua cc con ng khc nhau nh hp nht, mua li, lin kt... nhm to nn cc tp on kinh t hng mnh hot ng trn phm vi ton cu. Cc cng ty BC, VT cng theo xu hng . Cng ty Bu chnh H Lan mua li cng ty TNT vn mnh ra th trng quc t. TNT cng lin ky vi 5 cng ty Bu chnh Bc u m rng th trng. Bu chnh Vit Nam mun vn ra th gii th cng phi thc hin chin lc lin doanh, lin kt.

3) M hnh kinh t th trng m c nhiu quc gia p dng

M hnh kinh t th trng m tip tc pht trin nh l s la chn hiu qu nht ca cc nc T cui nhng nm 1960, u 1970, cc nc ng xy dng kinh t theo m hnh th trng m lm nn k tch: kinh t pht trin nhanh chng, cc vn x hi c gii quyt tt hn nhiu so vi cc nc ang pht trin theo cc m hnh khc. M hnh kinh t th trng m to iu kin cho cc nc ny thc hin cng nghip ho thnh cng da trn nhng li th so snh, tn dng ni lc v tranh th ti a nhng iu kin quc t thun li pht trin v ginh c v tr c li trong phn cng lao ng quc t. Cc nc theo m hnh kinh t th trng khp kn trc y (n , cc nc M latinh) tht bi, cng ang chuyn sang m hnh kinh t th trng m, hi nhp vi th gii. Cc nc khi XHCN c cng dn dn chuyn i m hnh kinh t khp kn sang m hnh kinh t m, tham gia vo cc t chc kinh t khu vc v quc t. Nhiu nc t c nhng mc tng trng nhanh chng nh Trung Quc, Vit Nam, Nga...

4) u t quc t tng nhanh

Cc nc pht trin dn u trong lnh vc ny, chim 88% mc u t quc t vo thp k 80,90, trong Ty u chim 40%, M chim 33% v Nht chim 15%. Trong nhng nm qua, Vit Nam c nhiu chnh sch ku gi thu ht vn u t nc ngoi. y l mt trong cc yu t quan trng thc y tng trng kinh t ca Vit Nam trong giai on i mi. Mt s cc cng ty Vit Nam cng bt u tm kim c hi u t ra nc ngoi. Cng ty Thch Bn ang u t vo Lin bang Nga, cng ty c ph Trung nguyn ang m ra cc hnh thc lin doanh ti nc ngoi di dng cp bn quyn cung cp dch v c ph vi thng hiu c ph Trung nguyn, Tng cng ty du kh Vit Nam cng d k kt cc hp ng thm d, khai thc du kh ti Angiery, Cng ty vin thng Viettel xm nhp vo th trng Cmpuchia...

11.2.2. Mi trng kinh t

Mi trng kinh t ca mt quc gia c nh hng quyt nh n hot ng xut khu vo nc . N quyt nh n sc hp dn ca th trng i vi loi hng ho no ca cng ty. Mi trng kinh t cho bit tim nng ca th trng, thun li kh khn khi xm nhp th trng (c s h tng). Do vy, trc khi xm nhp vo th trng quc t doanh nghip cn tin hnh nghin cu iu kin kinh t ca t nc . H tng quc gia v giai on pht trin kinh t l cc yu t kinh t ch yu ca mt quc gia c nh hng n hp dn ca th trng v gi v chin lc Marketing cho cng ty. 209

H tng c s

H tng c s ca mt quc gia cho bit kh nng ca quc gia v cung cp dch v vn ti, thng tin lin lc v nng lng. Tu thuc vo sn phm v phng php phn phi sn phm, cc cng ty xm nhp th trng quc t cn n h tng c s cc mc khc nhau. Chin lc phn phi sn phm rng ri cn mt mng li giao thng vn ti tt. Thng tin lin lc cng l phng tin khng th thiu c i vi cc nh kinh doanh.

Mc pht trin kinh t

Mc pht trin kinh t ca mt t nc l thng tin quan trng cho bit t nc c nhu cu v sn phm g? Ch s pht trin quan trng nht l GNP trn u ngi. phn loi th trng nc ngoi theo mc hp dn, ngi ta c th cn c vo 3 yu t l: dn s, c cu kinh t v mc sng dn c.

1) Theo c cu kinh t, c th phn chia ra 4 nhm th trng nh sau:

Cc nn kinh t t nhin. Nn kinh t t nhin c c trng bi t l ln lao ng trong nng nghip vi cng ngh th s. Sn xut ch yu l t cung t cp. Cha c sn xut hng ho. Nhu cu tiu dng nhp khu khng c. Cc nn kinh t xut khu nguyn liu th. l cc nc c ti nguyn khong sn nh Chi L (thic, ng), Daia (cao su), A rp X t (du m). Th trng ny c nhu cu v cc thit b khai thc, vn ti. ng thi, cng l th trng tim nng lin doanh ch bin hng xut khu vi ngun lao ng r v di do. Nhu cu v hng cng nghip cng bt u hnh thnh, c bit i vi tng lp trn ca x hi. Cc nn kinh t trong giai on cng nghip ho. Cng nghip ch bin pht trin. Cc nc ny c nhu cu nhp nguyn liu, nhin liu v cc thit b sn xut nng. xut hin tng lp trung lu c nhu cu v cc hng ho tiu dng c cht lng cao. Cc nn kinh t cng nghip ho. H xut khu hng cng nghip. i sng nhn dn cao. y l mt th trng c nhu cu a dng v c hng ho tiu dng cht lng cao v nguyn, nhin liu cho cng nghip ch bin.

2) Theo mc sng, c th phn chia thnh 5 nhm nc nh sau:

Cc nn kinh t c mc sng rt thp. Nn kinh t ny ch yu mang tnh t cung t cp, nhu cu hng ho tiu dng v t liu sn xut thp. Cc nn kinh t c mc sng thp. Hng ho ni a cht lng km, ch yu do cc cng ty Nh nc sn xut. Tuy vy, h cng c nhu cu trao i vi th gii v mt s loi hng ho. Cc nn kinh t c mc sng trung bnh. i b phn dn c c mc sng thp. Tuy nhin, c mt b phn kh gi c nhu cu hng ngoi cht lng cao. Ngoi ra cn c nhu cu v cc my mc thit b cho sn xut. Cc nn kinh t c mc sng kh. Hnh thnh nn mt tng lp trung lu c nhu cu cao v hng ho. ng thi c hai tng lp i nghch: tng lp giu c v tng lp ngho kh vi cc nhu cu tiu dng tng phn. Cc nn kinh t c mc sng cao. Tng lp dn c trung lu chim a s. Nhu cu tiu dng a dng, phong ph.

3) Theo mc pht trin kinh t, c th chia thnh cc nhm nc sau y:

Nhm cc nc km pht trin Nhm cc nc ang pht trin 210

Nhm cc nc cng nghip mi (NICs) Nhm cc nc c nn kinh t ang chuyn i Nhm cc nc cng nghip pht trin

Mi nhm nc ny c cc c im ring. Nh xut khu cn tm hiu k c dim cc nhm nc d kin xut khu c cn c xy dng chin lc xut khu.

11.2.3. Mi trng vn ho - x hi
Vn ho l mt h thng gi tr, quan nim, nim tin, truyn thng v cc chun mc hnh vi ng x, giao tip c mt tp th gi gn, c hnh thnh trong nhng iu kin nht nh v vt cht, mi trng t nhin, lch s ca cng ng v di tc ng ca cc nn vn ho khc. Hnh vi tiu dng ca khch hng cng nh hnh vi ng x trong giao tip m phn ca cc i tc chu nh hng su sc ca nn vn ho ca dn tc h. Ni cch khc, cc yu t vn ho c tc ng ln n hot ng kinh doanh ca doanh nghip. Do vy, doanh nghip cn hiu bit mi trng vn ho ti quc gia m h ang kinh doanh lm cho hot ng kinh doanh ca h ph hp vi mi trng vn ho . Sau y l mt s nt cn lu trong giao tip vi cc nn vn ho khc: 1. Gia nh trong mt s quc gia l mt n v x hi c bn, quan trng. Tuy nhin, i vi mt s nc mi quan h gia cc thnh vin trong gia nh tng i c lp, cn vi mt s nc khc mi quan h ny li cht ch. y l mt cn c quan trng cho cc nh tip th thit k sn phm cng nh chng trnh qung co xc tin bn. Cc nh qung co ti Vit Nam thng ly hnh nh nim vui gia nh do sn phm mang li qung co cho hng ho ca h. 2. Phong tc tp qun x hi v hnh vi c nh hng trc tip ti hnh vi tiu dng ca khch hng cng nh ti hnh vi ng x trong giao tip m phn. V d ngi Anh v H Lan a thch vin thuc mu trng, ngi Php thch mu ti, v c ba dn tc ny u khng thch mu . Nhng mu li l mu ph bin M, Trung Quc. Ngi Nht khng ni "khng" thng thng nh ngi chu u. cc nc M la tinh, khong cch an ton khi giao tip thng tho l rt gn. Nhng ngi M, Chu u li gi khong cch an ton xa hn. 3. Gio dc. Mc gio dc ca mt quc gia nh hng n vn qung co, nhn hiu. Nu dn chng t bit ch th qung co bng biu tng c tc dng hn bng li. 4. S khc bit v ngn ng cng t ra nhiu vn trong qung co v d gy rc ri (nh trnh by trong chng : "Chin lc qung co"). Ngn ng khng li khng tng ng cng gy phin toi trong giao tip. V d:

ng chng nnh (chng tay vo hng) l c ch thch thc ti Indnexia ,Vit Nam. Cho tay vo ti qun, ngi rung i khi ni chuyn l c ch khng gy n tng tt Php, B, Phn Lan, Thu in v Vit Nam. Khi lc u th c ngha l ng Bungari v Sri Lanca. Bt cheo chn l ra giy l iu cm k cc nc o Hi. Gi mt ngi l giy c ngha l s x nhc. Xoa u tr con l iu xc phm Thi Lan, Singapore cc nc phng ng th chm vo ngi khc l vi phm ring t, nhng cc nc Nam u v rp l th hin s thn thin, nhit tnh. 211

Vic n ng gi khi c mi n cm l rt quan trng an Mch v Trung Quc. Nhng iu li lm cho ch nh ngc nhin cc nc M la tinh. Ti Nauy, Malaixia hay Singapor vic thc n tha a c coi l khim nh. Nhng Ai cp th nu khng li g trn a li c coi l khim nh. Thu in kho thn v d di v tnh dc c xem l bnh thng, nhng nghin ru th li khng c tn thnh. cc nc Ty u nhiu ngi thch mua bng tin mt hn l th tn dng.

5. Quan h cp trn cp v cp di. y l yu t quan trng trong m phn. Nu c s phn bit r rt gia cp trn v cp di ( Malaixia, Philippin) th vai tr quyt nh trong m phn thuc v "xp". Cn an Mch, Ixraen th nhng ngi lm vic trc tip c vai tr quyt nh. 6. Tnh c nhn ch ngha c nh hng mnh n m phn. Ti cc nc coi trng tnh c nhn (M, c, Anh), th trong cc bui m phn d cng thng do i tc thng thn, lm vic theo l. Nhng i vi cc dn tc ch trng n tnh tp th (Nht, Hn Quc, Thi Lan, Singapo, Vit Nam) th h ch trng n yu t tnh cm hn. Quan h ch th thn thin hn. 7. Tnh cch cng rn hay mm mng. Ngi Nht c tnh cch mm mng, khng mun lm mt lng i tc, gii quyt mu thun qua m phn, thng lng. Ngi Chu u, ngc li rt thng thn, bc trc nhng khng bng lu.

11.2.4. Mi trng chnh tr - lut php

y l mi trng chi phi ln n hot ng xut khu ca doanh nghip. Nh xut khu chu s chi phi, iu tit ca mi trng chnh tr- lut php ca c nc xut khu v nc nhp khu, v khung cnh lut php m phn quc t.

1) Mi trng chnh tr- lut php ca nc ch nh (nc xut khu)

Mi trng chnh tr- lut php ca nc ch nh hoc l thc y xut khu, u t, hoc hn ch n thng qua cc c ch chnh sch nhm to c hi xut khu v u t ra nc ngoi. Thc hin ch trng chuyn sang nn kinh t th trng m, ng v Nh nc Vit Nam c nhiu c ch chnh sc h tr xut khu. l vic thit lp quan h ngoi giao, k kt cc hip nh thng mi vi nhiu nc trn th gii, thc thi cc chnh sch u i xut khu v thu, v tn dng... Nhiu lnh o cc doanh nghip ln Vit Nam c i thp tng cc on cn b cao cp ca Nh nc i thm ving v lm vic vi cc nc tm hiu th trung xut khu hng ho Vit Nam. Ngy nay, chnh cc quan chc cp cao nh nc l ngi xc tin thng mi rt hiu qu cho quc gia trong cc cuc ving thm quc t. Hi ngh APEC 2006 ti Vit Nam l mt c hi quan trng th hin s gn kt, an xen cht ch gia cc hot ng chnh tr v kinh t.

2) Mi trng chnh tr- lut php ca nc nhp khu

Yu t quan trng nht m cc nh xut khu cn xem xt l s n nh v chnh tr cu nc nhp khu. S bt n chnh tr ca mt t nc dn n s bt n v cc chnh sch thng mi, ti chnh tin t, chnh sch nhp khu, t s gy ra cc ri ro ln cho cc nh xut khu, nh u t. Chnh s n nh chnh tr ca Vit Nam l mt trong cc yu t quan trng thu ht u t nc ngoi trong nhng nm qua. Chnh sch khuyn khch u t, nhp khu ca nc s ti. Vit Nam l nc c ch chng, chnh sch khuyn khch u t nc ngoi. Tuy nhin c nhiu nc hn ch nhp khu, u t nc ngoi qua quy nh v hn ngch nhp khu, v hn ch chuyn ngoi t ra nc ngoi... n l quc gia yu cu kht khe v hn ngch nhp khu. 212

Quy nh v t gi chuyn i gia cc ng tin. Nhiu quc gia kim sot cht ch v t gi, hoc tin t ca h khng th chuyn i c. iu ny gy thit hi cho nh xut khu khi thanh ton. Cc nh xut khu, u t Vit Nam vo Nga gp kh khn ln v khu chuyn i tin. Th tc hnh chnh cng nh hng ti cc nh nhp khu. l cc th tc hi quan, th tc hnh chnh. Cc th tc ny nhiu khi lm nn long cc nh u t, nhp khu v nn tham nhng, hi l, phin h.

Hin nay, mt kh khn ln ca cc nh xut khu Vit Nam vo th trng M l t hiu bit lut php ca h. l lut v thng hiu hng ho, v bn quyn, v v sinh an ton thc phm, v trch nhim x hi (xem Phn cc bi c thm cui chng I: Tiu chun SA 8000), v gii quyt tranh chp thng mi.... iu ny s dn n cc ri ro cho cc nh xut khu.

3) Khung cnh lut php m phn quc t

cng l iu quan trng m cc nh xut khu, u t cn hiu bit. H phi nm chc cc nguyn tc lut php chi phi m phn quc t. Cc nguyn tc lut php ny xut pht t cc cng c, hip nh thng mi quc t. S kin tranh chp php l gia Hip hi c da trn M v cc doanh nghip xut khu c tra, c ba sa Vit Nam l mt v d in hnh v tranh chp thng mi xut nhp khu. Pha M vu co Vit Nam bn ph gi, lm gim gi c Catfish ca M 10%. ng thi, h vn ng hnh lang H vin M thng qua o lut khng cho php cc ba sa, cc tra Vit Nam nhp vo M ly tn Catfish. Nhng pha Vit Nam chng minh rng do li th ca Vit Nam v iu kin thin nhin, v lao ng (chi ph lao ng ca m gp 40 ln ca Vit Nam), v ci tin cng ngh, cho nn gi thnh sn phm c r hn ca M. V kin ang din bin.

11.3. MARKETING XUT KHU 11.3.1. Nghin cu th trng xut khu

Theo t duy Marketing "Ch bn nhng th m khch hng cn", vic nghin cu th trung xut khu c vai tr rt quan trng. Trn c s nghin cu th trng, doanh nghip c th nh gi quy m v tim nng th trng xut khu. y l cn c la chn th trng xut khu, phn on th trng v nh v sn phm, v cui cng xy dng cc chin lc Marketing hn hp. Vic cn phi ch trng n nghin cu th trng xut khu cn do cc l do kh khn khi nghin cu th trng nc ngoi nh mi trng kinh doanh khc bit, thiu nhiu thng tin th cp thng dng, chi ph thu thp thng tin cao... Ni dung nghin cu th trng quc t l:

Nghin cu tim nng th trng, tc l nghin cu, d bo nhu cu, c im tm l, th hiu cu khch hng, cc bin s v dn s hc, v hnh vi, phong cch sng, v vn ho... Nghin cu kh nng xm nhp th trng. l cc iu kin v a l, v h tng giao thng, v vn chuyn, v tnh hnh cnh tranh, v lut php thng mi, th tc hnh chnh...

11.3.2. La chn th trng

213

La chn th trng xut khu l qu trnh nh gi cc c hi th trng chn ra cc th trng c trin vng nht, ph hp vi tim nng th mnh ca cng ty. Vic la chn th trng phi thc hin i vi tng sn phm ca cng ty, tc l phi nghin cu cc cp sn phm - th trng. la chn th trng xut khu, cng ty phi xy dng chin lc xut khu trn c s gii quyt mi tng quan gia nng lc, th mnh ca cng ty v s lng cc th trng c th xm nhp. Khi la chn chin lc th trng xut khu, cng ty phi cn c vo cc nhn t nh: cc nhn t thuc v cng ty; cc nhn t v sn phm; cc nhn t v th trng (nhu cu, th hiu, cnh tranh, php lut...) v cc nhn t Marketing. C th c 2 dng chin lc xut khu sau y: Th nht, l chin lc pht trin theo chiu su. Trong chin lc ny cng ty ch tp trung vo mt s t cc th trng trn c s th mnh ca cng ty. Chin lc ny c cc u im sau y:

Cng ty c th tn dng c th mnh ca mnh theo hng chuyn mn ho su. Cng ty c th hiu bit th trng tt hn, xy dng mi quan h thn thin vi i tc.

Tuy nhin, mt yu ca chin lc ny l mo him cao do cng ty tp trung u t vo mt s t th trng, nu cc th trng ny c cc bin ng bt li. Th hai, l chin lc m rng th trng. Theo chin lc ny, cng ty ng thi xm nhp vo nhiu th trng khc nhau. u im ca chin lc ny l cng ty c th phn tn c ri ro kinh doanh theo kiu "khng b trng vo cng mt gi". Nhc im ca n l phn tn nng lc tip th, kh qun l. V cc phng php la chn th trng xut khu, cng ty c th la chn hai phng php sau y: Th nht, l phng php th ng. Theo phng php ny, cng ty ch hn ch hot ng trong phm vi p ng nhu cu ca cc n t hng ca nc ngoi, hoc bn hng qua cc i l xut khu. y l phng thc lm n nh, tm thi. Th hai, l phng php ch ng. Theo phng php ny, cng ty hoc l tm th trng xut khu tng t nh th trng ni a (cn gi l phng php m rng th trung v a l), hoc l dn dn tuyn chn cc th trng c hp cao.

11.3.3. La chn phng thc thm nhp th trng

Khi mt cng ty quyt nh hot ng kinh doanh nc ngoi th lnh o cng ty phi chn la mt cu trc t chc thch hp hot ng trong cc th trng . C nhng phng php khc nhau bc vo mt th trng nc ngoi, v mi phng php tiu biu cho mc dn su vo th trng quc t. Thng thng, cch thc kinh doanh cc th trng nc ngoi c la chn t hnh thc n gin n phc tp. xm nhp vo mt th trng nc ngoi, cng ty c th la chn cc phng php sau y: xut khu gin tip; xut khu trc tip; nhng giy php; lin doanh; u t trc tip. 214

Cc phng php ny, theo th t cng v sau cng gnh chu trch nhim cao hn, ri ro cao hn nhng ha hn li nhun cao hn. Chng ta s tm hiu cc phng php ny.

1) Xut khu
Xut khu l phng thc n gin nht tham gia th trng quc t m hin nay Vit Nam ang khuyn khch, thc y. C 2 dng xut khu. l xut khu th ng v xut khu ch ng. Trong xut khu th ng, cng ty ch xut hng ho d tha. Xut khu ch ng l cng ty c chin lc hng ti xut khu. C xut khu th ng v b ng th hng ho u c sn xut trong nc. Khi mi bt u xut khu, cng ty thng chn hnh thc xut khu gin tip thng qua cc trung gian hot ng trong lnh vc xut nhp khu, v phng thc ny gim ri ro, khng i hi vn ln cng nh kinh nghim, hiu bit th trng. Tuy nhin, cng ty kh c th kim sot vic tiu th hng ho nc ngoi. Hn na, cc i l trung gian thng khng phi l nhng ngi tip th nng n v thng khng to ra c mt lng bn ln. Khi c kinh nghim v vn ling, cng ty c th xut khu trc tip. Phng thc xut khu ny i hi vn u t v cc chuyn vin c kin thc, kinh nghim. Tuy nhin, cng ty c th t mc li nhun cao. V t chc b my, cng ty c th la chn cc phng thc sau y:

T chc mt b phn xut khu ring ca cng ty. Thnh lp chi nhnh hay vn phng i din nc ngoi. Qua i din thng mi quc t K hp ng vi cc cng ty phn phi nc ngoi.

Tt nhin, vi hnh thc xut khu trc tip, ban lnh o cng ty lc ny phi mt nhiu thi gian hn v tng thm chi ph cho vic qun l mt lc lng bn hng nhiu hn. Kh khn y l nhng ngi bn hng, hoc l ngi nc ngoi khng quen thuc sn phm v cc thc t Marketing ca cng ty, hoc l nhng ngi bn hng ngi Vit Nam khng quen thuc vi th trng nc ngoi.

2) Lin doanh
y l mt phng thc gip cho cng ty xm nhp th trng nc ngoi qua lin kt vi cc i tc nc ngoi xy dng c s sn xut ti nc s ti. C 4 kiu lin doanh sau y: a) Cp giy php nhng quyn (lixng) y l mt hnh thc kinh doanh nhm t c ch ng vng chc th trng nc ngoi m khng cn vn. Theo phng thc ny, cng ty k hp ng chuyn nhng quyn s dng quy trnh sn xut, mt bng sng ch, mt thng hiu, mt b quyt thng mi... cho i tc nc ngoi. Vi phng thc ny cng ty khng i hi vn u t ln, khng chu nhiu ri ro xm nhp th trng nc ngoi. Cn i tc nc ngoi th c ngay quy trnh sn xut vi uy tn, ting tm ca sn phm ni ting. Tuy nhin, li nhun cng s thp, v cng c th dn ti s mt quyn kim sot v ny sinh cc i th cnh tranh khi chm dt hp ng. Hng c ph Trung Nguyn thc hin chuyn nhng thng hiu "C ph Trung Nguyn" v bn nguyn liu c ph ch bin cho cc i tc trong v ngoi nc m rng mng li tiu th ra khp c nc v th gii. Hng "Coca Cola" vn ra th gii bng phng thc cp php sn xut cho cc i tc nc ngoi, cng ty cung cp nguyn liu m c cho qu trnh sn xut nc gii kht Coca. 215

Thng qua lixng hoc hp ng sn xut, cc nh sn xut c th bc vo mt th trng kh tip cn ch v nhng hn ch v mt ngoi hi, quota nhp khu hoc thu quan c tnh cm on. Mt khc, ngi thu lixng c th hc tt c nhng g c th hc, ri h tin hnh sn xut c lp khi ht thi hn lixng. b) Giao thu sn xut Theo phng php ny, cng ty k hp ng vi nh sn xut a phng h sn xut cc mt hng m cng ty ang bn. Bng cch ny, cng ty c th trin khai nhanh c sn xut ngay ti th trng nc ngoi, vt qua c hng ro thu quan ca nc s ti, tn dng c ngun nhn cng, nguyn liu r ti ch, gim c cc ri ro u t. c) Qun l theo hp ng Theo phng thc ny, cng ty cung cp cho i tc nc ngoi "Know-how" v qun l, pha i tc m bo ngun vn u t cn thit. Trong trng hp ny, cng ty xut khu dch v qun l, ch khng phi xut khu hng ho. Bng cch ny, Cng ty khch sn "Hilton" ca Hoa K m cc chui khch sn mang thng hiu "Hilton" khp th gii. Phng thc kinh doanh ny c ri ro thp nht. Tuy nhin, n mang li li nhun thp v i hi cng ty c mt i ng cn b qun l gii khp ni.

4) X nghip lin doanh

y l hnh thc gp vn chung vi i tc nc ngoi xy dng x nghip ti nc s ti m hai bn cng s hu v iu hnh. Cc nc ang pht trin thng thiu vn, cng ngh v nng lc qun l, cho nn u c chnh sch thu ht vn u t nc ngoi. Mt cng ty c th sn xut t nc ca i tc li dng gi nhn cng thp, trnh thu nhp khu cao, gim bt ph vn ti khi a sn phm n th trng, tip cn c ngun nguyn liu ti ch, hoc t bc vo mt th trng khc. V d nh cch duy nht trnh biu thu cao nh vo mt cng ty nc ngoi khi vo cc nc thuc Cng ng chu u, l c th u t vo mt nc trong EC, ri qua li tin tip vo mt nc EC khc. Ni chung khi mt cng ty u t sn xut bn ngoi nc bn a th h thng dng sn phm ca cc nh my ti xut khu tr li nc bn a, nh nhiu cng ty Nht v M thng lm trong nhiu nm qua. Lin doanh gip cho cng ty thun li khi thm nhp cc th trng nc ngoi hp dn. Tuy nhin, lin doanh cng c cc nhc im. l s bt ng kin gia hai bn v chin lc kinh doanh, v phn chia li nhun...

3) u t trc tip
y l hnh thc xm nhp th trng nc ngoi cao nht. Cng ty u t vn nc s ti thnh lp x nghip sn xut ca mnh. Vy khi no th nn u t trc tip v li ch ca n? Cng ty quyt nh u t trc tip ra nc ngoi khi c kinh nghim hot ng xut khu, ng thi mc cu ca th trng nc ngoi ln. u t trc tip s c nhiu u im nh:

Tn dng ngun nhn cng, nguyn liu r ca nc s ti. Tn dng cc u i ca chnh ph nc s ti nhm thu ht vn u t nc ngoi. Gim chi ph vn chuyn do sn xut gn th trng tiu th. Xy dng c mi quan h gn gi, thn thin vi Chnh ph v cng chng nc s ti (v d do to ra nhiu cng n vic lm cho a phng...). 216

Hiu r hn nhu cu cu khch hng thc hin phng chm bn nhng th m khch hng cn. Kim sot c ton b vn u t v qu trnh sn xut, tiu th sn phm. Do vy s ch ng trong xy dng v thc thi k hoch kinh doanh.

u t trc tip cng c nhc im nh ri ro cao do bin ng chnh tr, lut php, vn xung t v vn ho, kinh t dn n nh cng...u t trc tip cng i hi cng ty phi c i ng cn b qun l gii, thng tho mi trng nc s ti.

11.3.4. La chn chin lc Marketing hn hp

V vic la chn chin lc Marketing hn hp, c th c hai xu hng sau y:

Cng ty p dng cng mt h thng Marketing hn hp c tiu chun ho cho mi th trng. Chin lc ny s gip cho cng ty gim c nhiu chi ph Marketing. Cng ty "Coca Cola" thc hin chin lc ny vi phng chm :"Coca c cng mt hng v trn khp th gii". Cng ty t "Ford" cng sn xut ra " t cho th gii", ph hp vi a s ngi tiu dng th gii. Cng ty p dng h thng Marketing hn hp khc bit ho cho cc th trng khc nhau. Nh vy cng ty phi chu chi ph ln hn, nhng chin lc Marketing ca cng ty s ph hp vi cc th trng khc nhau, v do vy cng ty c th ginh thm c khch hng, thu c li nhun cao hn.

Gia hai xu hng ny c th c cc xu hng dung ho, v d nh sn phm khng thay i, nhng cch ng gi, bao b khc nhau, cch thc xc tin khc nhau...

1) Chin lc sn phm
Cng ty c th thay i 2 bin s l sn phm (Product) v truyn thng Marketing (Communication) nhn c cc chin lc sau y (xem Hnh 11.2): a) Chin lc mt sn phm, mt thng ip Marketing trn ton cu. Theo chin lc ny cng ty khng thay i sn phm v thng ip Marketing khi xm nhp vo cc th trng khc nhau. Cng ty Coca- Cola v Pepsi- Cola thc hin chin lc ny thnh cng. Tuy nhin, kh nng p dng chin lc ny hn ch. Chin lc ny d p dng i vi cc hng cng nghip, cc sn phm ho cht, v kh p dng i vi hng ho thc phm. b) Chin lc mt sn phm, nhng phn bit ho thng ip Marketing Chin lc ny c th thc hin khi cng mt sn phm nhng c dng vi cc mc ch khc nhau cc th trng khc nhau, do vy cn phi thit k cc thng ip Marketing khc nhau tu theo mc ch s dng sn phm ca khch hng cc th trng khc nhau. c) Khc bit ho sn phm, thng ip tng t

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Hnh 11.2. Nm chin lc thay i sn phm v truyn thng Marketing Sn phm phi thch ng vi th trng, cn thng ip marekting th tng t. Chng hn, cc in xut khu phi ph hp vi in p thng dng ti nc s ti, bao b mu sc, tn gi ... phi ph hp vi th hiu, kh hu... d) Khc bit ho c sn phm v thng ip Marketing C sn phm v thng ip marekting u phi thch ng vi c im ca mi loi th trng xut khu. e) i mi sn phm. Do chu k sng ca sn phm l khc nhau cc th trng khc nhau, cho nn cng ty cn i mi sn phm. C hai hng i mi sn phm l:

Quay v sn phm c vi gi r hn, t chc nng hn khi cng ty xm nhp vo th trng km pht trin, sc mua km hn. Sng to sn phm mi khi bn cho mt th trng cao cp, yu cu cao v kh nng thanh ton cao.

2) Chin lc gi
Gi l cng c t c cc mc tiu Marketing. Thng thng chin lc gi hng ho xut khu nhm vo cc mc tiu nh "Thm nhp th trng"; "M rng th phn"; "Ti a ho li nhun". Cc cn c xy dng chin lc gi l:

Mc tiu v chnh sch gi ca cng ty.

Chin lc gi cn phi thng nht vi chin lc thm nhp th trng ca cng ty ni ring v cc chin lc Marketing khc ni chung ca cng ty. Cn c vo cc mc tiu v chnh sch, Cng ty c th s dng cc chin lc sau y: "Thm nhp th trng"; " M rng th phn"; "Ti a ho li nhun".

Chi ph

Chi ph cho mt n v sn phm s khc nhau tu thuc vo hng ho sn xut u. Phng php tnh gi bng chi ph cng li (Cost-plus) c dng i vi sn phm xut khu ph bin hn so vi sn phm ni a. Gi sn phm xut khu do vy c th cao hn gi trong nc do cc chi ph pht sinh nh vn chuyn, thu. Tuy nhin, nhiu khi cng ty cng xut khu vi gi thp hn gi ni a. Gi thp c bn trong cc trng hp sau:

Sn phm li mt Cnh tranh mnh 218

Nng cao kh nng xm nhp th trng nc ngoi

Nhiu khi gi bn hng ho nc ngoi ca cng ty cao hn gi bn ni a ca mt hng cng loi. Cc cng ty Nht Bn khi bc vo th trng th gii thng bn vi gi thp, thm ch l cnh tranh. H ly li nhun trong nc b cho xut khu. Khi sn phm ca h ng vng trn th trng th h mi bn gi cao hn. Cc cng ty Trung Quc cng thc hin chin lc gi tng t khi xut khu, thm ch bn ph gi hng ho mu bin qua Vit Nam chim lnh th trng. Ngoi ra, khi cha c kinh nghim, cng ty c th bn gi hng xut khu bng vi gi bn trong nc. Sau , cng ty c th iu chnh theo phn ng ca th trng.

Cu trn th trng.

Cu l yu t xc nh mc gi m th trng chp nhn c, hay l gi trn. Cng ty cng phi xc nh cc yu t khc nhau nh hng n cu cu mt sn phm.

Mc cnh tranh trn th trng.

Tu vo cc hnh thi cnh tranh khc nhau trn th trng m cng ty c th a ra cc chin lc gi khc nhau (xem chng 7: Chin lc nh gi). - Cc yu t mi trng. l cc yu t php lut nh "Lut chng bn ph gi", "Chnh sch xut nhp khu", quyn can thip ca chnh quyn v gi...

CU HI N TP V THO LUN
1) Bn cht ca Marketing quc t? S khc nhau gia Marketing quc t v Marketing ni a? 2) S cn thit ca Marketing quc t i vi cc doanh nghip Vit Nam? 3) Cc c cu cng ty khc nhau xm nhp th trng th gii (*) xm nhp vo th trng th gii, doanh nghip c th t chc cc c cu nh sau: 1) Phng php n gin nht l xut khu qua cc trung gian xut nhp khu 2) Phng php cao hn l nh sn xut t chc cc chi nhnh bn hng, hay cc cng tycon ti th trng nc ngoi 3) Phng php th ba l hp ng sn xut theo bn quyn 4) Phng php th t, cng ty xy dng c s sn xut ca mnh ti nc ngoi di dng lin doanh hay 100% vn ca cng ty 5) Phng php th nm l cc x nghip ton cu Sinh vin phn tch u nhc im ca tng phng php.

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4) Phn tch s nh hng ca cc yu t thuc mi trng kinh t nh hng n hot ng Marketing quc t (*) 5) Nghin cu th trng trong Marketing quc t c nhng ni dung g (*)

Ni dung nghin cu th trng quc t l:

Nghin cu tim nng th trng, tc l nghin cu, d bo nhu cu, c im tm l, th hiu cu khch hng, cc bin s v dn s hc, v hnh vi, phong cch sng, v vn ho... Nghin cu kh nng xm nhp th trng. l cc iu kin v a l, v h tng giao thng, v vn chuyn, v tnh hnh cnh tranh, v lut php thng mi, th tc hnh chnh...

6) Cc chin lc xut khu khc nhau? Hy tm cc v d v cc cng ty Vit Nam s dng cc chin lc xut khu khc nhau. 7) Cc phng thc xm nhp th trng quc t khc nhau? Tm cc v d v cc cng ty s dng cc chin lc xm nhp th trng khc nhau? (*) la chn th trng xut khu, cng ty phi xy dng chin lc xut khu trn c s gii quyt mi tng quan gia nng lc, th mnh ca cng ty v s lng cc th trng c th xm nhp. Khi la chn chin lc th trng xut khu, cng ty phi cn c vo cc nhn t nh: cc nhn t thuc v cng ty; cc nhn t v sn phm; cc nhn t v th trng (nhu cu, th hiu, cnh tranh, php lut...) v cc nhn t Marketing. C th c 2 dng chin lc xut khu sau y: Th nht, l chin lc pht trin theo chiu su. Trong chin lc ny cng ty ch tp trung vo mt s t cc th trng trn c s th mnh ca cng ty. Chin lc ny c cc u im sau y:

Cng ty c th tn dng c th mnh ca mnh theo hng chuyn mn ho su. Cng ty c th hiu bit th trng tt hn, xy dng mi quan h thn thin vi i tc.

Tuy nhin, mt yu ca chin lc ny l mo him cao do cng ty tp trung u t vo mt s t th trng, nu cc th trng ny c cc bin ng bt li. Th hai, l chin lc m rng th trng. Theo chin lc ny, cng ty ng thi xm nhp vo nhiu th trng khc nhau. u im ca chin lc ny l cng ty c th phn tn c ri ro kinh doanh theo kiu "khng b trng vo cng mt gi". Nhc im ca n l phn tn nng lc tip th, kh qun l. V cc phng php la chn th trng xut khu, cng ty c th la chn hai phng php sau y: Th nht, l phng php th ng. Theo phng php ny, cng ty ch hn ch hot ng trong phm vi p ng nhu cu ca cc n t hng ca nc ngoi, hoc bn hng qua cc i l xut khu. y l phng thc lm n nh, tm thi. 220

Th hai, l phng php ch ng. Theo phng php ny, cng ty hoc l tm th trng xut khu tng t nh th trng ni a (cn gi l phng php m rng th trung v a l), hoc l dn dn tuyn chn cc th trng c hp cao

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