1. Mi trng tip th nh hng n qu trnh ra quyt nh ca nh lm Marketing nh th no? Cc yu t nh hng n mi trng v m v vi m?

? Mi trng tip th tiu biu cho mt lot cc th lc khng-th-kim-sot c, m cng ty phi da vo ra chin lc marketing thch hp. Mi trng tip th bao gm: mi trng vi m (micro environment) v mi trng v m (macro environment) Mi trng vi m ca cng ty: bao gm nhng tc nhn thuc khung cnh trc tip ca cng ty l: bn thn cng ty, cc c s phn phi, cc th trng khch hng, cc i th cnh tranh, v cc gii c quan h. Mi trng v m ca cng ty: bao gm nhng lc lng c tnh cht x hi rng ln, nh hng n ton th cc tc nhn thuc mi trng vi m ca cng ty l cc lc lng v dn s, kinh t, thin nhin, k thut, chnh tr v vn ha. 2. Trnh by phng hng cn bn ca chin lc Marketing? - Chin lc Mar c th trnh by tng mc nh sau: Th trng mc tiu; Xc nh v tr; Chng loi sn phm; Gi c; Cc ca hng phn phi; Lc lng bn hng; Dch v; Qung co; Kch thch tiu th; Nghin cu v pht trin; Nghin cu Mar - Khi xy dng chin lc, ngi lm Mar cn bn bc vi nhng ngi cung ng v sn xut m bo chc chn rng, h c kh nng mua vt t v sn xut s lng sn phm hon thnh cc ch tiu khi lng tiu th ra, nh qun l tiu th s c lc lng bn hng ng h ng theo k hoch v quan chc ti chnh m bo chc chn c kinh ph cho qung co v khuyn mi. 3. Trnh by cc loi hnh phn phi? BN L: - Bn l bao gm tt c nhng hot ng lin quan n vic bn hng ha hay dch v trc tip cho NTD cui cng h s dng vo mc ch c nhn, khng kinh doanh. - Mi t chc bn hng trc tip cho NTD cui cng u l bn l, bt k c bn nh th no (trc tip qua bu in, qua in thoi,) hay chng bn u (ti ca hng, ngoi ph hay ti nh NTD,)

Cc hnh thc bn l: BN L TI CC CA HNG:

Ca hng chuyn doanh mt chng loi hp sp (i l bn hng ca cng ty Vit Tin, Bitis,; ca hng qun o thi trang, giy dp,) Ca hng tng hp bn 1 s chng loi sp (nh sch,)

 Ca hng t phc v (siu th), c hng thc phm lm sn (bnh c Pht, Kinh , i l ca Vissan,)

BN L KHNG QUA CA HNG:

Bn trc tip (bo him, m phm (Oriflame,)) Bn hng t ng (nc gii kht, in thoi th, tr chi in t,) Dch v mua hng ca cc khch hng c bit, nhng ngi lm trong cc t chc nh trng hc, bnh vin,

CC T CHC BN L:
Mng li cng ty (cc hiu bn l thuc mt cng ty nh cc ca hng bnh ca Kinh ) Mng li t nguyn (cc nh bn l c lp c mt nh bn s bo tr, v d nh cc ca hng bn TD Nokia chnh hng u do s bo tr ca cng ty FPT) Hp tc x bn l (h thng siu th Saigon CoopMart, Maxi Max,) Hp tc x tiu th (do nhng ngi sng cng mt a phng lp ra trnh vic mua hng km phm cht v gi t ca cc nh bn l khc) T chc nhng quyn kinh doanh (l s lin kt kinh doanh gia 2 bn: 1 bn l nh sn xut, bn s hay t chc dch v - bn cn li l nhng thng gia c lp mua quyn s hu hay quyn kinh doanh, v d nh caf Trung Nguyn, An Phc & piere cardine, Tp on thng mi (chuyn kinh doanh cc ca hng bn l: h thng siu th Seven Eleven)

BN S:
Bn s bao gm mi hot ng c lin quan n vic bn hng ha hay dch v cho nhng ngi mua bn li hay s dng vo mc ch kinh doanh - Ngi bn s gip cc nh sn xut 1 cch c hiu qu vic a sn phm ca h n nhng ngi bn l v nhng NTD cng nghip trn khp c nc. - Nhng ngi bn s c phn loi thnh 4 nhm: ngi bun bn s, i l v mi gii, chi nhnh v vn phng ca nh sn xut v ca ngi bn l, v nhng ngi bn s khc. V d: Tp on bn l Lotte, 4. Nhng mc tiu rng buc khi quyt nh chn knh phn phi? -

c im v ngi tiu th:

Khi mun vn ti s khch hng sng ri rc th cn knh di. Nu khch thng mua u n tng lng hng nh, cng cn nhng ng dy di v p ng nhu cu t v u n th rt tn km.

c im v sn phm:

Nhng sn phm d h hng th cn tip th trc tip v nu tr hon hay x l nhiu chn s rt nguy him. nhng sm phm cng knh th cn c t chc gim ti a on ng vn chuyn v bc d,cc sn phm gi tr cao thng do nhn vin cng ty ng bn ch khng qua trung gian.

c dim ca trung gian:

Vic thit k knh phn nh nhng mt mnh v yu ca trung gian trong vic thc hin nhng nhim v ca h. gii trung gian c kh nng khc nhau trong vic thc hin qung co, thng tho, lu kho, tip cn v lm tn dng.

c im v cng ty:
Quy m ca cng ty s quyt nh quy m th trng, v tm kh nng ca cng ty trong vic tm c nhng ngun trung gian ng . Ngun ti chnh ca cng ty s quyt nh vic n c theer lm chc nng tip th no v chc nng no s phi nhng li cho cc nh trung gian. Chin lc Mar ca cng ty cng nh hng n kiu knh

c im mi trng:
Khi iu kin kinh t ang suy thoi, nh sn xut mun a sn phm vo th trng bng cch t tn km nht. iu ny ngha l h s s dng nhng knh ngn v b bt nhng dch v khng cn thit lm gi bn tng ln. 5. Khi nh ra gi bn sn phm, nh lm Marketing cn cn nhc nhng yu t no? Gii thch cc yu t . Trc tin cng ty phi quyt nh xem mnh mun t c iu g vi sn phm c th Mt cng ty c th theo ui bt k mc tiu no trong cc mc tiu chnh thng qua vic nh gi. Chin lc nh gi phn ln l do quyt nh trc v cch nh v trn th trng chi phi. Cng ty c th theo ui bt k mc tiu no trong s cc mc tiu chnh thng qua vic nh gi M BO SNG ST: - Cc cng ty s coi s tn ti nh mc tiu chnh yu ca mnh. gi cho nh my hot ng v hng ha bn c, cc cng ty phi nh mt gi thp vi hy vng th trng nhy cm vi chuyn gi c - Tuy nhin, vic m bo sng st ca cng ty ch l mc tiu trc mt TNG TI A LI NHUN HIN TI: - Nhiu cng ty mun ra mt ci gi ti a ha li nhun hin ti -

Cng ty la chn phng n gi m bo tng ti a li nhun trc mt. Trong trng hp ny, cng ty quan tm n vic ti chnh hin ti hn l vn lu di. DN U TH PHN:

Cc cng ty theo ui vic dn u th phn bng nh gi cng thp cng tt. H tin rng cng ty no c th phn ln nht s hng c ph tn thp nht v li nhun v lu di cao nht. TNG TI A HT PHN NGN CA TH TRNG: n nh gi cao ht phn ngn ca th trng Gi cao ban u thu ht nhng khc th trng chp nhn gi cao sau s gim gi thu ht lp khch hng nhy cm vi gi GINH V TR DN U V CHT LNG SN PHM: lm c iu ny i hi phi ra mc gi cao trang tri cho cht lng sn phm cao v ph tn nghin cu pht trin (R&D) cao. Chin lc ch c ngha trong nhng iu kin sau: 1/ Kh ng ngi mua c nhu cu hin ti ln 2/ Gi lc u cao s khng thu ht thm cc i th cnh tranh 3/ Gi cao to nn hnh nh v 1 sn phm thng hng CC MC TIU K HC: 1/ C th nh gi thp ngn chn khng cho i th tham gia th trng 2/ Hoc nh ngang gi i th n nh th trng 3/ Gi c th tm thi gim li ko khch hng n cc hiu bn l,

6. Trnh by cc phng php nh gi?

nh gi theo cch cng li vo chi ph:

Cng thm vo chi ph ca sn phm 1 phn ph gi chun. Phn ph gi ny l phn li.

- Chi ph cho 1 sn phm ca ngi sn xut l:

Chi ph bin i + (chi ph c nh / s lng tiu th) - V d: Nu cc chi ph sn xut sn phm o s mi nh sau: Chi ph bin i: 100.000 / o Chi ph c nh: 3.000.000.000

50.000 o Chi ph cho 1 n v sn phm ca ngi sn xut l: CP n v = 100.000 + (3.000.000.000 / 50.000) = 160.000 Gi thit rng ngi sn xut mun kim phn ph gi 20% trn doanh s bn Gi cng ph gi = [160.000 / (1-0.2)] = 200.000 Vi cch nh gi ny cha phi l hp l v n qun i nhu cu hin ti v s cnh tranh. Tuy nhin cch ny vn cn ph bin v mt s l do: Ngi bn bit r v chi ph kinh doanh hn l sc cu ca sn phm, ngi bn n gin ha v vic nh gi, v h khng cn thng xuyn iu chnh gi. Nu tt c cc cng ty trong ngnh u dng cch tnh ny th gi c c khuynh hng nh nhau, s cnh tranh v gi gim bt. Cch tnh ny cng bng hn cho ngi mua ln ngi bn, ngi bn khng li dng ngi mua khi nhu cu tng mnh, nhng vn t c mc tiu doanh s.

S lng d kin tiu th:

nh gi theo li nhun mc tiu:

Cng ty xc nh mc gi s to ra mc li nhun mnh ang nhm n. Cch tnh ny thng p dng cho nhng cng ty b khng ch mt li nhun trn s vn u t ca h Phng php nh gi ny i hi cng ty phi xem xt nhiu mc gi khc nhau, nh hng ca chng ti i vi khi lng bn ra cn thit vt qua im ha vn v thc hin mc li nhun mc tiu. V d: nu cc chi ph sn xut sn phm l nng bnh nh sau: Chi ph bin i: 10 USD / l nng Chi ph c nh: 300.000 USD S lng d kin tiu th: 50.000 sn phm GII: Ga s ngi sn xut u t 1.000.000 USD vo vic kinh doanh v mun n nh gi lm sao kim c li nhun mc tiu = 20%, tc l 200.000 USD th mc gi c ngh l:

GI THEO LI NHUN MC TIU= CP N V + (LN MONG MUN / S LNG TIU TH )

Gi theo li nhun mc tiu l = [10+ (300.000 / 50.000)] + (200.000 / 50.000) = 20 USD 1 ngi tiu dng c th dng 1 t ph vi cc mc gi:

1 qun bn va h: 10.000 1 tim ph: 15.000 1 nh hng kiu g: 25.000 1 nh hng sang trng: 40.000

nh gi theo gi tr nhn thc c:

Cc cng ty xem nhn thc ca ngi mua v gi tr, ch khng phi chi ph ca ngi bn l cn c quan trng nh gi. - H s dng nhng bin phi gi c trong Marketing mix to nn cc gi tr nhn thc c trong suy ngh ca ngi mua. Gi c c n nh theo gi tr nhn thc c - Nu cng ty ra mc gi cao hn mc gi tr ngi mua tha nhn. Doanh s ca cng ty s b thit hi, thay v t mc l ra c th c c. - Nhng cng ty nh gi di mc th sn phm bn rt chy, nhng chng to t doanh thu hn mc ng c nu gi c nng ln ngang vi gi tr c cm nhn nh gi theo gi tr: - Tnh gi cao cho hng ha cht lng cao: Phng php ny trn thc t l theo trit l Tin no ca ny. Ngha l cng ty phi nh gi mc m ngi mua ngh rng sn phm ca cng ty xng ng nh vy. nh gi theo mc hin hnh: - Gi c c nh trn gi c ca i th cnh tranh v t quan tm n chi ph ca mnh v nhu cu. - Cng ty c th tnh gi bng, cao hn hay thp hn i th cnh tranh ca mnh. - y l phng php rt ph bin 7. Trnh by cc chin lc iu chnh gi?

NH GI CHIT KHU:
Vic iu chnh gi cn bn thng cho khch hng c gi l chit khu Gim gi cho vic thanh ton tin ngay tc th hay trong mt khong thi gian c gii hn nhm gim bt ph tn thu n v lng n kh thu.

Chit khu v tr tin mt:

Gim gi cho ngi mua no thanh ton tin ngay tc th hoc trong 1 khong thi gian c gii hn

Chit khu v mua s lng ln:

Gim gi cho ngi mua khi mua vi s lng ln. Vic ny khch l khch hng mua nhiu hn mt ngi bn, hn l mua t nhiu ngun khc nhau. Vic chit khu ny c th p dng theo nguyn tc cng dn

Chit khu theo ma:

Gim gi cho khch hng mau hng ha hay dch v vo ma m. Gip cho ngi bn duy tr sn xut u n sut nm.

Bt gi:
Gim gi dnh cho tr mn hng mn hng c v mua mn hng mi (Ph bin nht trong ngnh t) NH GI PHN BIT: Cng ty bn sn phm hay dch v di 2 hay nhiu mc gi, v cc mc gi ny khng phn nh s khc bit tng xng v ph tn.

Cn bn khch hng:
Khch hng khc nhau tr nhng khon tin khc nhau cho cng 1 sn phm hay dch v

Cn bn hnh thc sn phm:

Nhng kiu loi khc nhau ca chnh sn phm y c nh gi khc nhau (sa bt lon thic s t hn hp giy)

Cn bn ni chn:
Cc v tr khc nhau c nh gi khc nhau, mc d ph tn ca mi ni u ging nhau V d: Xem hi kch: v dy gia l t nht v va quan st c tt v m thanh li khng qu n Xem bng : dy u l t nht v khng b nh hng bi m thanh li va d quan st

Cn bn thi gian:
Gi c c thay i theo ma, ngy, v thm ch theo gi V d: Gi vng Gi t 23h -> 6h sng hm sau c gim 50% cc ph Ma h, cc sn phm dng trong ma ng s c bn vi ga thp hn v ngc li. Cc dch v cng cng thay i gi tnh vi ngi s dng theo thi gian trong ngy, ngy l, v ngy ngh cui tun,

NH GI THEO TM L:
Gi c thng tin mt iu g v sn phm, nhiu ngi s dng gi nh mt ch bo v cht lng. Thm ch nhng chnh lch nh v gi cng c th thng tin nhng chnh lch ca sn phm vi khch hng.

V d: Gi 299 c th c cm nhn nh mt gi bn xn v gi 300 mang ngha cht lng cao hn

NH GI QUNG CO:
Di nhng hon cnh no , cc cng ty s tm thi nh gi sn phm thp hn gi nim yt v thm ch c lc thp hn gi thnh Gi qung co c p dng vo cc dp c bit hoc c bn cc siu th, hoc a ra mc chit khu tm l to s ch n cn phm

NH GI THEO A L:
Ty theo v tr a l m cng ty nh gi nh th no. Nhng ni xa th sn phm c tnh gi cao tr bt chi ph vn chuyn 8. Nhng yu t nh hng n hnh vi mua ca NTD? Theo anh (ch) yu t no l quan trng nht? (v sao?)

a) CC YU T VN HA:

Nn vn ha:
Mt a tr ln ln s tch ly c mt s nhng gi tr, nhn thc, s thch v hnh vi thng qua gia nh ca n v nhng nh ch then cht khc.

Nhnh vn ha:
Bao gm cc dn tc, tn gio, cc nhm chng tc, v cc vng a l.

Tng lp x hi:
L mt h thng ng cp theo nhng thnh vin thuc cc ng cp khc nhau c nui nng, dy d m nhim nhng vai tr nht nh

b) CC YU T X HI:

Nhm tham kho:

Gm nhng nhm c nh hng trc tip hay gin tip n thi hay hnh vi ca ngi

Gia nh:
C 2 gia nh trong i sng ngi mua. Gia nh nh hng gm b m ca ngi . Mt nh hng trc tip hn n hnh vi mua sm hng ngy l gia nh ring ca ngi tc l v chng v con ci,

Vai tr v a v:

Mi vai tr bao gm nhng hot ng m mt ngi s phi tin hnh v u nh hng n hnh vi mua sm ca mi ngi Mi vai tr u gn vi mt a v. Ngi ta la chn nhng sn phm th hin c vai tr v a v ca mnh trong XH.

c) CC YU T C NHN:

Tui tc v giai on ca chu k sng:

Ngi ta mua hng ha v dch v khc nhau trong sut i mnh. Vic tiu dng cng c nh hnh theo giai on ca chu k sng ca gia nh.

Ngh nghip:
Ngh nghip ca mt ngi cng nh hng n cch thc tiu dng ca h. Hon cnh kinh t: Vic la chn sn phm chu tc ng rt ln t hon cnh kinh t ca ngi .

Li sng:
Nhng ngi cng xut thn t mt nhnh vn ha, tng lp XH v cng ngh nghip c th c nhng li sng hon ton khc nhau.

d) CC YU T TM L:

ng c:
Mt ng c hay s thc y, l mt nhu cu ang gy sc p hng ngi ta kim cch tha mn nhu cu lm gim i s cng thng L mt nhu cu c tnh cht bn nng, nhu cu c cng nhn, ngng m, hay tun phc.

Vo mt thi im nht nh no trong i khng c cng mnh thc y ngi hnh ng. Mi nhu cu tr thnh ng c khi n c khuy ng n mt cp , cng mnh Mt ng c hay s thc y l mt nhu cu ang gy sc p hng ngi ta tm cch tha mn nhu cu

Theo l thuyt ng c ca ABRAHAM MASLOW, ng a ra khung th t bc nhu cu t thp n cao bao gm nm nhm nhu cu chnh: Bn nng An ton X hi Ci ti T khng nh mnh

Con ngi s c gng tha mn trc ht l nhng nhu cu quan trng nht. Khi ngi ta tha mn c mt nhu cu quan trng no th n s khng cn l ng c hin thi na, v ngi ta li c gng tha mn nhu cu quan trng tip theo. Mt khung bc nhu cu khc do DAVID McCLELLAND nghin cu, ng a ra 3 loi nhu cu chnh: Thnh t Ha nhp Quyn lc

Nhn thc:
L mt qu trnh thng qua c nhn la chn, t chc v gii thch thng tin u vo to ra mt bc tranh c ngha v th gii Nhn thc khng ch ty thuc vo c tnh ca bn thn, vo s kch tc, m cn ty thuc vo mi tng quan gia tc nhn vi mi trng xung quanh, v vi tnh trng ca c nhn y.

Tri thc:
Khi ngi ta hnh ng h cng ng thi lnh hi c tri thc,tri thc m t nhng thay i trong hnh vi ca c th bt ngun t kinh nghim.Tri thc ca con ngi c to ra thng qua s tc ng qua li ca nhng thi thc, tc nhn kch thch, nhng tm gng, nhng phn ng p li v s cng c.

Nim tin v thi :

Thng qua hnh ng v tri thc ngi ta c c nim tin v thi Nim tin l mt ngha khng nh ca con ngi v mt s vic no . Thi din t nhng nh gi tt hay xu da trn nhn thc bn vng, nhng cm gic cm tnh v nhng xu hng hnh ng ca mt ngi i vi mt khch th hay mt tng no . Thi dn h n quyt nh thch hay khng thch mt i tng no , n vi n hay ri xa n. Thi lm cho ngi ta x s kh nht qun i vi nhng s vt tng t.

9. Trnh by cc phn loi th trng (5 hnh thc)

TH TRNG TIM N:
L tp trung nhng ngi tiu dng c cng nhn c mc c quan tm n 1 mt hng nht nh ca th trng. S quan tm ca NTD vn cha xc lp 1 th trng Nhng NTD tim n phi c mc thu nhp mua sn phm

TH TRNG HIN C:
L tp hp nhng NTD c quan tm, thu nhp v kh nng tip cn 1 sn phm c th ca th trng

TH TRNG MC TIU (TT C PHC V):

- L mt b phn ca th trng tiu chun hin c m cng ty quyt nh theo ui - Mt th trng xm nhp l tp hp nhng khch hng mua sn phm ri - Nhng nh ngha th trng ny l 1 cng c hu ch i vi vic lp k hoch th trng 10. Khch hng c nhng loi nhu cu no? Cho v d? NHU CU C NI RA: L nhu cu m khi bt k ngi bn no hi th khch hng cng tr li mt cch nhanh chng NHU CU THC T: L nhu cu m khch hng mong mun nhiu nht sn phm hay dch v m h tm mua (tha mn c v gi c v dch v) NHU CU KHNG NI RA: L nhu cu m khch hng mong mun c cng hng thm khi mua sn phm hay dch v Gi tr hu hnh: c th l nhng qu tng hay nhng dch v tng km Gi tr v hnh: c th l thng hiu ni ting, s m bo v cht lng sn phm. NHU CU C THCH TH:

Khch hng thc s rt thch khi c h tr thm nhng sn phm hay ph tng i km sn phm chnh gip cho vic s dng sn phm tin li hn v nhu cu c tha mn ti a hn. NHU CU THM KN:

Khch hng khng dm th l vi bt k ai khi mua sn phm, nhng rt mong mun c ngi khc cng nhn v khen ngi vic mua sm hiu qu

11.Trnh by c s phn khc th trng? PHN KHC THEO A L:

Chia th trng thnh nhng n v a l khc nhau nh quc gia, tiu bang, min, qun, huyn, mt dn s, kh hu, PHN KHC THEO DN S HC: Chia th trng thnh nhng nhm da trn thng s dn s hc nh: tui, gii tnh, nhn khu gia nh, chu k sng gia nh, thu nhp, ngnh ngh, hc lc, tn gio, chng tc v quc tch, PHN KHC THEO TM L: Khch mua c chia thnh nhng nhm khc nhau da trn tng lp XH, li sng, hay c tnh. PHN KHC THEO CCH NG X: Khch mua c chia thnh nhm da trn hon cnh mua sm, yu cu i vi hng, loi khch, mc s dng, mc trung thnh vi nhn hiu, mc sn sng vi mn hng, thi vi mn hng 12. nh ngha v Marketing. Trnh by cc khi nim ct li v Marketing? nh ngha Mar theo Philip Kotler: Mar l mt qu trnh qun l mang tnh XH, nh m cc c nhn, v tp th c c nhng g h cn v mong mun thng qua vic to ra, cho bn & trao i nhng sn phm c gi tr vi nhng ngi khc nh ngha ny da trn nhng khi nim ct li sau: nhu cu, mong mun, v yu cu, sn phm, gi tr, gi c v s tha mn, trao i, giao dch v cc mi quan h, th trng, Mar v nhng ngi lm Mar. Cc khi nim ny c chia thnh 6 nhm sau: a) Nhu cu, Mong mun v Yu cu (Need, Want and Demand): NHU CU ca con ngi l 1 trng thi cm gic thiu ht 1 s tha mn c bn no . Ngi ta cn c thc n, qun o, ni , s an ton, ca ci, s qu trng v 1 vi th khc na tn ti. Nhng nhu cu ny khng phi do XH hay nhng

ngi lm Mar to ra, chng tn ti nh mt b phn cu thnh c th con ngi v thn nhn con ngi MONG MUN: l s ao c c c nhng th c th tha mn nhu cu su xa hn Trong nhng XH khc nhau th nhng nhu cu ging nhau li c tha mn theo nhng cch khc nhau Mc d nhu cu ca con ngi th t , nhng mong mun ca con ngi khng ngng pht trin v c nh hnh bi cc lc lng v nh ch XH , nh nh th, trng hc, gia nh v cc cng ty kinh doanh b) Sn phm: c) Trao i, Giao dch (Exchange, Transaction): d) Th trng: e) Tip th (Marketing) v ngi lm Mar:

13. Trnh by cc yu t chnh ca sn phm: a) TN NHN HIU: (Tn ca sn phm) L mt cng c giao tip ngn gn, n gin nhng c hiu qu cao nht n gin v d c d dng & nhanh chng nhn thc c v thng hiu, d gi nh. Thn thin v c ngha hnh tng ha bi s lin h ti 1 con ngi, a danh, con vt, 1 hnh nh, Khc bit, ni tri, c o la chn cc ch ci v kt hp thnh mt ci tn cha tng c trong t in Kh nng lin tng c mi tng quan n cng dng ca sn phm

b) LOGO & BIU TNG:

Logo & biu tng c th c hnh thnh t nhng kiu ch khc bit v c cch iu hoc mang tnh tru tng L cng c hu hiu nhm tng cng nhn bit v thng hiu v khc bit ha trong cnh tranh c gn cng vi sn phm ng vai tr nh mt s xc nhn v cht lng v uy tn c s dng trong cc giao dch kinh doanh thay cho tn cng ty, thng xut hin nh mt du hiu nhn din trn th tn kinh doanh, n phm, t ri, vn bn ni b

c) TNH CCH:

 L hnh thc th hin c bit - mt cch hnh tng ha thng hiu, n c th c gn vi mt con ngi hoc mt phong cch sng c th Tnh cch thng c to dng, gii thiu v ng vai tr trung tm trong cc chng trnh qung co v thit k bao b. Th hin qua mt nhn vt hot hnh hay mt con ngi sng ng

d) CU KHU HIU (SLOGAN):

L mt on vn ngn cha ng v truyn ti nhng thng tin mang tnh m t v thuyt phc v thng hiu. Tng kh nng nhn bit v lu li tn thng hiu trong tr nh khch hng Lm tng nhn thc v thng hiu bng cch lin h trc tip v mnh m ti cc li ch khi tiu dng sp Cng c nh v thng hiu v th hin r s khc bit; v tuyn b ngn gn v phn khc th trngl cng c khng nh uy tn v v tr trn thng trng V d: LAVIE: Mt phn tt yu ca cuc sng NOKIA: Lin kt mi ngi BITIS: Nng niu bn chn Vit LG: Lifes good SAMSUNG: Vt ln mi ng cp e) BAO B & KIU DNG: Phi p ng c cc yu cu sau: Phi xc nh v th hin c thng hiu Truyn ti nhng thng tin m t v thuyt phc v sn phm Thun tin cho vic chuyn ch v bo qun sn phm Thun tin trong tiu dng v bo qun sn phm ti nh Kiu dng v hnh thc bao b cn c sc thu ht, hp dn. Kch c a dng nhm thun tin cho vic s dng mi lc mi ni Tng ng vi 1 loi sn phm c th thng lin h vi mt mu sc (ni n sa thng lin tng n bao b mu trng hoc khch hng cm gic ngt hn vi nc cam ng trong mt bao b mu vng cam m) TM LI: Mt sn phm c thit k tt, v ngoi hp dn cn tha mn quy chun sau y: d m/gi, d lp rp, d hc cch dng, d dng, d sa cha, d b tr. 14. Trnh by chin lc sn phm ca giai on gii thiu sn phm? CHIN LC SP:

a) Cht lng cm nhn: L s nhn thc ca khch hng v cht lng v cc u vit ca 1 sn phm hoc dch v trong mi tng quan vi cc sp thay th, qua cc yu t: vn hnh, cc c im, tin cy, bn, dch v h tr, kiu dng thit k b) Gi tr cm nhn: Gi tr ca sp c nh gi bng s kt hp nhn thc v cht lng v nhn thc v chi ph, qua cc yu t: nguyn liu tt, vn chuyn an ton, ng hn, lp t hng dn vn hnh, nim n (thi ca ngi bn hng, ca DN i vi KH) Theo chu k sng ca sn phm m ngi lm Mar c cc chin lc sn phm khc nhau.

GIAI ON GII THIU:

Trc khi mt th trng thnh hnh th c mt th trng tim n. c th thit k mt sn phm p ng c nhu cu tim n ny, c 2 cch la chn: Thit k mt sn phm nhm tha mn a chung ca 1 phn th trng. Hai hay nhiu sp na c th tung ra ng thi nm thm vi phn khc ca th trng Thit k mt sp nhm tha mn khon gia ca th trng. Hai hay nhiu sp na c th tung ra ng thi nm bt hai hay nhiu phn khc ca th trng Nu ch xem xt gi c v khuyn mi th cng ty c th theo 4 chin lc sau: Chin lc ht vng chp nhong: l tung sn phm ra th trng vi gi cao v mc khuyn mi cao m bo li nhun trn n v sn phm mc cao nht nhm thuyt phc th trng v li ch ca sn phm ngay c vi gi cao, tng nhanh nhp xm nhp th trng Phn ln th trng tim n cha bit n sn phm Nhng ngi bit n u tha thit vi sn phm v c th tr theo gi cho Cng ty ng trc s cnh tranh tim n Mun to ra s a thch nhn hiu Chin lc ht vng t t: Tung sn phm ra th trng vi gi cao v mc khuyn mi thp Gp phn t mc li gp trn n v sn phm cao nht Gi cho chi ph Mar mc thp Chin lc ny ch thch hp khi: Th trng c quy m hu hn (c kch thc ph hp)

 Phn ln th trng u bit n sn phm Ngi mua sn sng tr gi cao S cnh tranh tim n khng c du hiu sp xy ra. Chin lc xm nhp chp nhong: Tung sn phm ra th trng vi gi thp v mc khuyn mi cao em li nhp xm nhp th trng nhanh nht em li ln th phn ln nht Chi ph sn xut 1 n v sn phm ca cng ty gim dn khi quy m sn xut tng v tch ly c kinh nghim sn xut Chin lc ny ch ph hp khi: Th trng ln Th trng cha bit n sn phm Hu ht ngi mua u nhy cm vi gi C tim n kh nng cnh tranh quyt lit Chin lc xm nhp t t: Tung sn phm mi ra th trng vi gi thp v khuyn mi thp Khuyn khch chp nhn sn phm nahnh chng Nhm t c nhiu li rng hn Chin lc ny ph hp khi: Th trng ln Th trng bit s sn phm Th trng nhy cm vi gi C s cnh tranh tim n 15. Khi nim v c ng? C nhng cng c PR chnh no? - C ng (xc tin thng mi) l nhng n lc ca cng ty, bao gm cc thng ip c thit k khi dy s nhn thc, s quan tm v quyt nh mua nhiu sn phm v dch v khc nhau ca n. - Nhng cng c c ng chnh l - C ng (Promotion) l mt trong 4 phng thc ch yu thuc phi thc tip th ca cng ty (Sn phm - Product, Gi - Price, Phn phi - Place, Chiu th - C ng - Promotion). Nhng cng c c ng chnh l: Qung co, khuyn mi, tuyn truyn (PR), c ng trc tip v bn hng c nhn. - Mc ch cui cng ca bt c ngi lm Mar no cng nhm gia tng doanh s bn v to nhiu li nhun cho cng ty. V vy, c ng l nhng n lc ca cng ty thuyt phc ngi tiu dng ma sn phm ca h.

- Nu mun thuyt phc khch hng mc tiu th u tri qua 6 bc:

BC 1: (BC L) Khch hng phi nghe thy, nhn thy.

 BC 2: (CH ) Khch hng phi nhn ra thng tin BC 3: (HIU) Khch hng phi hiu ni dung thng tin m qung co mun truyn ti BC 4: (CM TNH) Khch hng c phn ng tch cc vi ni dung BC 5: (CNG C) Khch hng d nh s hnh ng theo cch m thng tin ku gi BC 6: (QUYT NH BNG HNH VI) Khch hng s hnh ng thc t theo cch m thng tin ku gi 16. Trnh by hnh thc PR (c ng bng qung co)? QUNG CO: Qung co l bt c hnh thc dng li ni hay tc ng vo th gic v thnh gic m khng dng ngi gii thiaua v mt sn phm hay dch v c th ti nhng nhm ngi tiu dng vi mc ch thc y h mua n V cn bn c 2 loi qung co: qung co sn phm v qung co to uy tn Qung co sn phm: nhm lm cho ngi tiu dng bit v sn phm v thc gic h dng th n. Qung co thng m t nhng u im ca sn phm v c th a ra c nhng khuyt khch mua hng nh gim gi hay chit khu. Hu ht nhng qung co trn cc t bo thuc loi ny. Qung co to uy tn: l hng ti vic to ra s tn nhim ca khch hng i vi cng ty Mc ch ca qung co: Mc tiu chung ca qung co l nhm gai tng doanh s bn v li nhun ca cng ty. Cc mc ch ny bao gm: a) H tr cc chng trnh bn hng trc tip, gip nhng ngi bn hng tip cn ngi tiu dng d dng hn. b) C th tc ng n nhng ngi m cc hnh thc khc khng lm c. c) Ci thin mi quan h gia cc thnh vin trong knh phn phi vi cng ty d) Thm nhp mt th trng mi hay thu ht mt nhm ngi tiu dng mi e) Gii thiu sn phm mi f) Gia tng doanh s bn ca sn phm qua cc chin dch nhm kch thch bn hng g) Chng li trng hp bc chc ca i th cnh tranh h) Duy tr khch hng hin c, qung co nhc nh khch hng hin ti tip tc mua sn phm. i) Khi phc li nhng khch hng mt j) Xy dng uy tn cho cng ty qua nhng hot ng marketing v sn phm.

 TUYN TRUYN: - Tuyn truyn l cc bn tin hay thng ip mang tnh thng tin m cng ty khng phi tr tin (thu phng tin), c phng tin truyn thng xut bn thay mt cng ty, ch vi mc ch gp phn t c mc tiu doanh s. - Tuyn truyn c dng qung co cho nhn hiu sn phm, c nhn, a im, ngha, hot ng, t chc v ngay c quc gia. - CC CNG C CA TUYN TRUYN L: Cc n phm ( Publications) Cc s kin (Events) Tin tc (News) S v cng ng (Community affair) Cc phng tin truyn thng (identity media) Hot ng hnh lang (Lobbying) Cc cuc u t x hi (Social Investments)

- Cc mc tiu ca tuyn truyn:

H tr vic tung ra nhng sn phm mi do tuyn truyn khn kho bng cch tng bp b cho tr em cc bnh vin, bo tr nhng bui tip xc hc sinh ph thng m mt cng ty kinh doanh sn phm tr em thnh cng v mt doanh s mc d ngn sch qung co nh b. H tr vic xc nh li v tr ca mt sn phm sung mn To nn s quan tm n mt chng loi sn phm cc cng ty v hip hi thng mi s dng quan h cng chng phc hi s quan tm n nhng mt hng: tht b, gia cm, trng gia cm, sau dch bnh Bo v nhng sn phm c vn rc ri vi cng chng mt cc sa b cng chng n o khi s dng do i th cnh tranh a ra bi bo l sa dnh cho em b c cha du c long xng To dng hnh nh ca cng ty bng cch to nn nhng ngha tt p v sn phm ca n nhng bi vit v Gim c dt THI TUN to nn hnh nh p cho cng ty CC HNH THC TUYN TRUYN: 1. Quan h vi bo ch: Vi hnh thc bn tin trn bo i. Cc cuc hp bo dng cho cc thng bo hay cng b trng i (1 bi bo hay 1 bi phng s gii thiu v cng ty hay i su cp ti mt s kha cnh hot ng ca cng ty,) a nhng thng tin ng vit thnh tin tc vo cc phng tin truyn thng thu ht ch v nhng c nhn, sn phm hay dch v no

2. Tuyn truyn cho sn phm: Tuyn truyn sn phm bao gm cc n lc khc nhau nhm lm cho qun chng bit v mt sn phm no (cc bi vit, cc cuc phng vn, phng s, truyn ming,) 3. Truyn thng hp tc: Hot ng ny bao gm vic truyn thng trong ni b cng nh bn ngoi gip ngi ta hiu bit su hn v t chc (cc bo co thng nin, gp qu, vn ng hi vin,) 4. Vn ng hnh lang: l vic giao tip vi gii lm lut v nhn vin cng quyn ng h hay cn tr mt sc lut hay quy nh no . 5. C vn: L thng tin cho ban Gim c v nhng vn cng cng v v chnh tr, hnh nh ca cng ty 17. Trong hnh thc phng tin qung co c nhng loi phng tin no? Phng tin qung co: gm cc loi sau: a) QUNG CO BNG PHNG TIN TRUYN THNG I CHNG: Truyn hnh: l phng tin qung co hiu qu nht do n c s kt hp ca c m thanh, nh sng, ln hnh nh. Hn na, qung co trn truyn hnh c th a thng tin n vi nhiu ngi nht. u im: - C th chng minh nhng li ch ca vic tiu dng sn phm mt cch thuyt phc hn Hn ch: - t tin nht v khng phi mi khn gi u xem - ng thi khng lu gi c ngha ca n do time t Pht thanh: l phng tin c kh nng thm nhp rng khp u im: - Phm vi hot ng rng v ngi nghe chn lc - Chi ph pht sng v sn xut thp Hn ch: - Gii hn phm vi a l - Mc ch thp v kh nng ghi nh thng tin thp Bo ch: l phng tin qung co dng hnh nh tnh, mu sc v on vn gii thiu v mt sn phm hng ngy hay hng k trong tun, do bn cht ring ca mnh, bo c th a ra nhiu thng tin chi tit v sn phm u im: - Cung cp c nhiu thng tin - Chi ph thp - Khng mt time thay th 1 qung co

C th qung co nhng mc theo chuyn m bo c tnh u n Khch hng nh c lu hn C th km theo cc phiu qu tng hay gim gi Hn ch: - Thi gian tn ti ngn - Chi ph cho phm vi pht hnh cao - Mu sc khng trung thc - Gy qu ti v thng tin Tp ch: l phng tin tuyt ho in nhng bc hnh c mu sc cht lng cao. Tp ch c s dng cn thn, lu di hn v cc mu qung co chi tit hn. u im: - C th phn loi c khch hng (ph n, n ng, teen,) - Tnh cht b sung ca ni dung - Qung co cht lng cao - Tui th cao Hn ch: - Mt time thay th mt qung co - Khng c tnh linh hot. b) QUNG CO QUA HNH THC PHN HI TRC TIP: Gi th trc tip: - Truyn thng ip t nh sn xut n khch hng mc tiu t ng bu in. - C li th l ch trong phm vi c nhn v thm d kin mt cch c chn lc - Phng php ny t tn km nhng kh nng chp nhn th ca i tng thp. - y l mt cng vic km hp dn in thoi: - Tm n nhng khch hng mc tiu ca mnh qung co - Loi hnh ny em li li th l xc nh r v tm ng khch hng mc tiu, nhng c th tr thnh hnh ng quy nhiu ngi nghe. Cc n phm: - Cc t ri, catalogue, brochure c thit k o tng cho khch hng trc tip tham quan sn phm. -

Gip khch hng hiu r hn cng dng v s a dng ca sn phm, hoc to iu kin cho khch hng c nhiu thng tin hn v sn phm - Tuy nhin rt d b khch hng b qun khng c nu h khng c s quan tm v loi sn phm Internet: - L k thut qung co mi c s dng rng ri nht - u im chnh l chi ph thp, mc chi tit v p ng kp thi nhu cu ca khch hng - Tt c thng tin u cha trong mt trang web c) QUNG CO TI HIN TRNG: Bn tin, Pan, Apphch, Qung co ngoi tri: t c hiu qu, nhng bng qung co ny phi ln v n gin ngi xem c th hiu r ni dung 1 cch nhanh nht. Qung co ny c hiu qu i vi nhng sn phm ni ting v s dng rng ri u im: - u im chnh l phm vi chn lc v a l - Tip cn ti cc i tng khng trong nh - S tip cn c lp li nhiu ln - Tc ng mnh vo th gic (thng qua hnh nh,) Hn ch: - Ch gii hn trong mt s t ng v minh ha n gin - Mc ch thp Trn cc phng tin vn ti: Trng by cc thng ip qung co bn trong v bn ngoi cc phng tin chuyn ch, v ti cc a im u mi giao thng u im: - Mang tnh chn lc a l - i tng rng ln Hn ch: - Gii hn v din tch qung co - t c kh nng chn la i tng theo cc tiu thc khc Qung co ti im mua hng: Trng by cc thng ip qung co ti gi trng by hng, trn li i gia cc gi hng, cc xe y hng trong siu th, i hoc tivi trong ca hng

 u im: tng cng kch thch bn cht bc pht hay c k hoch trc cc quyt nh mua hng 18. Trnh by cc cng c ca hnh thc khuyn mi (trnh by tt c cc ni dung) Khuyn mi bao gm rt nhiu cng c nhm kch thch th trng p ng mnh hn v mau chng hn Bao gm kch thch tiu dng, kch thch thng mi v kch thch nhn vin bn hng a) Cc mc tiu khuyn mi: Vi ngi tiu dng: - Thc y tiu dng nhiu hn v mua cng nhng mt hng nhng c ln hn. Khuyn khch ngi cha tiu dng s dng th mn hng, v thu ht khch hng ca hng cnh tranh. - Thuyt phc nhm NTD mi dng th loi sp v thng hiu X ni ring v nh lm tng nhu cu ca chn la - Thuyt phc nhm NTD hin c a thng hiu X vo nhm cc sn phm a chung v th hay chuyn nhng thng hiu X - Thuyt phc NTD sn phm X: Tip tc mua thng hiu X v khng chuyn sang thng hiu khc Tng mc thng xuyn mua thng hiu X Mua hng by gi ch khng tr hon vi v s l do Dng sn phm X cho nhng mc ch mi v s dng thm nhiu sn phm dn n lng mua hng tng v mua vi s lng ln. Mua nhiu sn phm khc nhau ca thng hiu X Vi ngi bn s v l: - Dn d h bn nhng mt hng mi v tn kho nhiu hn - Thc y mua hng ngoi ma tiu th, khuyn khch tn kho nhng mt hng c lin h ln nhau v tm cc xm nhp nhng ng tiu th l mi - PHN PHI: Duy tr hay tng cng h thng phn phi hin c, trng by hng trn gi v sp t v tr sn phm thng hiu X trn gi hng Thuyt phc cc ca hng bn l hin c tng cng s chng loi hng trong kho hoc cc loi hng thng hiu X trong thi gian khuyn mi Thuyt phc ngi mua nhp ton b cc loi sn phm ca nh sn xut - H TR:

 Thuyt phc cc ca hng bn l hin c gim gi tm thi, trng by sn phm ni bt v thc hin mt s qung co cho thng hiu X To cho cc nh bn l c hi h quan tm n vic tng cng tr hng trong kho v t thuyt phc h tng mnh sn phm thng hiu X trong ca hng Sp xp cho sn phm thng hiu X thm mt v tr na bn cnh cc sn phm c lin quan trong ca hng - BNG K HNG HA: Tng khi lng t hng sn phm thng hiu X trong cc n t hng Tng cng t l thng hiu X trong kho hng ginh u th i u, ng thi kch thch thc hin cc bin php bn hng c bit bn hng nhanh chng Cn i thng hiu X nu chng qu d tha hoc nu chng khng c tip tc trng by trn gi hng nhng ch cho mt mt hng khc - S TN NHIM: Tch ri vic kinh doanh thng mi vi m phn gi c tiu dng ti im mua hng (trong trng hp thng hiu X c tnh bn vng) Tch ri vic kinh doanh thng mi vi vic gim sn lng, bn hng tm thi do gi cc sn phm thng hiu X tng. Vi lc lng nhn vin bn hng: khuyn khch h ng h nhng sn phm hay mu hng mi, c gng tm khch hn v kch thch bn hng trong ma vng khch b) Cc cng c khuyn mi: i vi ngi tiu dng: Trng by v biu din ti ni bn: thu ht s ch ca khch hng v kch thch vic mua hng ( lin quan n vic s dng cc vt liu trng by nh apphch, gi hng, bng hiu, hng trng by c chuyn ng, khung bng gi,) Hng mu: (vi tng l Hy sn phm t qung co) - L sn phm min ph c trao tn tay NTD dng th c th nh gi c cc tnh cht ca sn phm. Ngoi ra nhm thuyt phc khch hng so snh vi sn phm cnh tranh m h ang s dng - L nhng phin bn nh hn ca sn phm thc t, cha mt lng va NTD c th nh gi c cc tnh cht ca sn phm

Ngoi ra, nhm thuyt phc khch hng so snh vi sn phm cnh tranh m h ang s dng - Hng mu c gi n bng ng bu in hay nhn ti ca hng, hay gn km vi mn hng khc hay km mt mu qung co. Phiu mua hng (Phiu qu tng): - L phiu xc nhn bi nh sn xut hay ngi cung cp to c hi cho ngi mua hng vi gi u i mt loi sn phm no - Cch ny c ch cho vic gii thiu sn phm mi cng nh thu ht khch hng vi v khuyn khch khch hng mua ln tip theo - Phiu mua hng thng c pht trc tip hay nh km trong bo ch hay trong sn phm v c gim gi ln tip theo Gi hng chung (cn gi l hng tnh chn) bn cho khch vi gi thp hn bnh thng. N mang hnh thc bn 2 n v nhng tnh tin mt n v, hoc buc chung hai mn hng c lin quan n nhau nh du gi v du x, Qu tng: - L hng c tng min ph hoc bn vi gi rt thp kch thch tiu th mt mn hng no . Cc hnh thc ph bin nht l: qu tng trc tip, qu tng ngi nhn phi tr tin cho qu tng trao tay, - Qu tng trc tip i thng n tay ngi tiu mua hng, cho khch hng vo thi im bn hng, c 4 loi l: Qu kp vo gi hng: qu c nh km vo bao b ca sn phm chnh: mua du gi u tng lc chi u,. Qu trong gi hng: qu thc s nm hn trong bao b ca sn phm, c th l tng vt hay phiu mua hng u i: mua u my video tng 1 micro, mua ko tng hnh th Qu gn gi hng: do kch c tng vt m qu khng trong bao b, thng gn ni trng by sn phm: mua phim Kodak tng mt ly Disney Qu tng l vt cha hng: mua bt git ng trong mt x nha - Qu tng ngi nhn phi tr mt ln i hi ngi nhn phi tr mt s tin no cho tng vt v a ra chng c l mua sn phm ri (2 v x bng hiu C s c mua 1 chai du gi u tr gi 16.000 m ch tr 14.000,) Thi c thng v x s: - L hnh thc khuyn mi hp dn nht

Thi c thng i hi ngi tham gia phi s dng mt k nng no nh gi, so snh vi nhng ngi khc ( tr li cu hi v d on s ngi tham gia) - X s l cc tr chi may ri, ngi trng gii c chn 1 cch ngu nhin thng qua vic bc thm, tt c ngi tham d u c c hi trng gii. i vi ngi trung gian v nhn vin bn hng: Ti tr mua hng l nhng khon tin c tr bt mi khi c mua mt s hng c th trong mt thi hn nh no nhm khuyn khch ngi trung gian mua 1 khi lng ln hoc chy bn 1 mt hng mi m bnh thng ra th h khng mua. Ti tr chuyn hng l mt khon tin c thanh ton cho mi n v sn phm cho ngi bn l di chuyn hng ha t ni cha hng vo ca hng bn l thng tnh = thng, vd: thng kem nh rng, thng du gi u, Gim gi khi mua tip l hnh thc khuyn khch bng tin c th cho vic mua mi hay mua thm sn phm, da trn s lng mua ln trc. Ti tr qung co l khuyn khch nhng ngi trung gian cho vic quung co mt sn phm ca nh sn xut (thanh ton = tin tng ng vi % ca tng doanh s mua trong mt khon time c th) Ti tr trng by dnh cho ngi bn l trng by sn phm ca nh sn xut ti ni c bit Tng hng min ph l nhng l hng tng thm cho nh ngi trung gian khi h mua ti mt khi lng no (mua 12 thng hng c trao 1 thng min ph) Hi ngh bn hng v cc bui trin lm thng mi c t chc hng nm. Qua cc cuc hi ngh v trin lm ny, cc cng ty hy vng tm c ng tiu th mi, duy tr lin lc vi khch hng, gii thiu mt hng mi, gp g khch hng mi v bn thm c hng cho khch c sn. -