GII BI TP

Cc bn nn tm cc vi d khc thm vo, ch c lp lm 1 v d l Thy bun lm Chc cc Bn hc tt Cu 1.Nu quy trnh qun tr marketing? (1) Quy trnh qun tr marketing gm cc bc sau : 1. Nghin cu th trng, phn khc th trng, xc nh th trng mc tiu. Nghin cu th trng l qu trnh thit k mc tiu, thu thp, phn tch v bo co c tnh h thng cc d liu v cc pht hin ph hp vi mt tnh hung th trng c th t ra cho cng ty. Phn khc th trng l mt hot ng xc nh nhng c im chung ca mt nhm i tng khch hng trong th trng tng th. Cc tiu thc phn loi theo a l, nhn khu hc, sc mua, cch thc mua, hnh vi mua sm. Mc ch ca vic phn khc l chia th trng tng th thnh nhng th trng nh hn vi nhng khch hng c chung nhu cu. Vic nhn bit cc phn khc th trng ny gip cng ty: (1) to ra sn phm v dch v p ng nhu cu ca cc khch hng c th v (2) tp trung cc ngun lc marketing mt cch hiu qu hn. Xc nh th trng mc tiu l vic nh gi cc khc th trng theo qui m v mc tng trng; mc hp dn; mc tiu v ti nguyn cng. T la chn tp trung vo mt khc, hoc a phn khc, hoc chuyn mn ho theo sn phm, hoc chuyn mn ho theo vng. 2. nh v sn phm. L nhng n lc nhm lm in su vo tim thc ca khch hng nhng li ch ch o ca sn phm v s khc bit vi sn phm khc. nh v sn phm bao gm : nh v rng (3 chin lc cnh tranh chung) : khc bit ha sn phm, hng v chi ph, nh v hp (thuc tnh sn phm) : cht lng tt nht, tin cy nht, bn nht, t t tp trung ha. nht,d s dng nht, kiu dng p nht, an ton nht). Nhng nguyn tc nh v hp (c th): nh v theo thuc tnh, li ch, cng dng, ngi s dng, i th cnh tranh, chng loi sn phm, cht lng, gi c. 3. nh v gi tr.

L cch thc m nh sn xut tha mn nhu cu khch hng trong mi quan h gia gi tr nhn c v chi ph ca khch hng. Mt s chin lc nh v gi tr c bn : t tin hn vi cht lng cao hn, gi khng cao nhng cht lng cao hn, cht lng khng i vi gi r hn, tnh nng gim gi gim nhiu, cht lng cao hn nhng gi r hn, gi bng nhau cht lng ngang nhau nhng phc v tt hn. 4. Marketing mix (4P, 4C) L cc cng c c s dng ng thi to ra mt s p ng tha ng trong tp hp khch hng xc nh. V d : gc ngi bn ta c 4P (Product - sn phm, Price gi c, Place phn phi, Promotion chiu th); gc ngi mua ta c 4C (Customer Value gi tr khch hbg, Cost to the Customer chi ph ca khch hng, Convenience - tin li, Communication giao tip v thng tin). 5. Thc hin cc chng trnh marketing. L t chc ngun lc ca cng ty thc hin chng trnh marketing theo ng k hoch. Trong bao gm : Pht trin khch hng (tm kim khch hng, nh gi gi tr khch hng, chm sc khch hng); Chin lc cung cp cc gi tr khc nhau cho khch hng khc nhau (do s a dng ca nhu cu, do hnh vi tiu dng khc nhau); nh gi s tha mn ca khch hng; gi khch hng. 6. Kim tra iu chnh cc chng trnh Marketing. Chng trnh Marketing cn phi c kim tra v iu chnh cho ph hp trong sut qu trnh thc hin. Vic kim tra nhm phn tch mc tiu th, th phn, chi ph v hiu qu marketing, phn tch ti chnh, v nh gi s hi lng ca khch hng. T kim tra v iu chnh chin ln marketing. Cu 2. nh v gi tr l g? (0.5) Nu 6 chin lc nh v gi tr m Philip Kotler gi ? (1.5) nh v gi tr l cch thc m nh sn xut tha mn nhu cu khch hng trong mi quan h gia gi tr nhn c v chi ph khch hng Vai tr ca nh v gi tr vi chin lc cnh tranh: Thu ht khch hng. To s tha mn v lng trung thnh

6 chin lc nh v gi tr Philip Kotler gi :

1. t tin hn vi cht lung cao hn. (vd : xe Mercedes so vi xe Toyota) 2. Gi khng cao nhng cht lng cao hn. (vd : xe Wave so vi xe Trung Quc) 3. Cht lng khng i nhng gi r hn. (vd : xe super dream so vi Dream Thi) 4. Tnh nng gim, gi gim nhiu. (vd : m n lin khng bao b so vi m gi) 5. Cht lng cao hn, gi r hn. (vd : cc sn phm in t, my tnh mi) 6. Gi bng nhau, cht lng ngang nhau nhng phc v tt hn. (vd : Siu th in my so vi cc i l) Cu 3. Anh ch c th pht trin bao nhiu chin lc nh v (1) ? Nu 6 chin lc nh v (ngoi gi ca P.Kotler) (3) Ta c m hnh nh v gi tr l t hp c th ca cc thnh phn gi tr dnh cho khch hng c t chc la chn cnh tranh. Nh vy ta c C kn chin lc nh v gi tr. Trong : k l s thnh phn c la chn, n l s cc thnh phn ca m hnh gi tr dnh cho khch hng. Bn cnh da vo m hnh gi tr dnh cho khch hng, ta c cc yu t xc nh gi tr dnh cho khch hng : Gi tr hnh nh Gi tr c nhn Gi tr dch v Gi tr sn phm` Chi ph bng tin Chi ph thi gian Chi ph nng lng Chi ph tinh thn Nh vy da vo m hnh nh v gi tr v m hnh gi tr dnh cho khch hng, ta c hng ngn chin lc nh v gi tr khc nhau. 6 chin lc nh v gi tr ngoi gi ca Philip Kotler : Tng gi vn khch hng Tng gi tr khch hng

Gi tr ginh cho khch hng

1. Gi cao hn vi gi tr hnh nh cao hn. (vd : xe Mercedes) 2. Gi tng t, cht lng tng nhiu. (vd : rau, qu trong siu th) 3. Cht lng tng nhng gi khng i. (vd : Sa tit trng ca Vinamilk ) 4. Tnh nng tng, gi khng i. (vd : Toyota a ra Innova thay th cho Zace) 5. Tnh nng tng, gi r hn. (vd : cc sn phm in t, my tnh mi) 6. Gi cao hn nhng phc v tt hn. (vd : xe cht lng cao) Cu 4. Da vo m hnh gi tr dnh cho khch hng (customer delivered value), hy xc nh chin lc nh v gi tr ca DN m mnh ang cng tc (hoc DN mnh quan tm). (2) M hnh gi tr dnh cho khch hng Gi tr hnh nh Gi tr c nhn Gi tr dch v Gi tr sn phm` Chi ph bng tin Chi ph thi gian Chi ph nng lng Chi ph tinh thn Doanh nghip quan tm : Cng ty Trung Nguyn Chin lc nh v gi tr ca Trung Nguyn l gi cao hn nhng cht lng, hnh nh v phc v tt hn. C th Trung Nguyn nh v nh sau : To ra nhng sn phm c o khng ch l hng thm m quyn r ca c ph, ca dng sn phm mang c trng thng hiu Trung Nguyn m cn l mt ngun nng lng mi, ngun nng lng gip khi ng tr no, kch thch kh nng t duy, sng to em n nhng thnh cng mi cho bn thn, gia nh v x hi. V d nh c ph chn, c ph men sinh hc Tng gi vn khch hng Tng gi tr khch hng

Gi tr ginh cho khch hng

To ra nhng qun c ph c khng gian yn tnh, dng nhc m du, by tr sang trng,

hoc to khng gian sn vn thong mt. Nhng qun c ph Trung Nguyn phn b tng i rng khp, ngoi vic to s thun tin cn l cch qung b thng hiu. Nhn vin phc v ti cc qun c ph n cn lch thip, lm hi lng c nhng khch hng Ngoi ra Trung Nguyn tham gia nhiu hot ng x hi, xc tin xy dng thin ng kh tnh. c ph to Bun M Thuc, xy dng h thng G7 Mart Nhm mc ch nng cao gi tr thng hiu. Cc chin lc trn chim c nim tin ca khch hng, v khch hng cm nhn c gi tr vt tri m Trung Nguyn mang li. chnh v vy ngi tiu dng chp nhn vic nh gi cao ca Trung nguyn. Cu 5. Khi nim thng hiu ca Philip Kotler (1), Nu vi hin tng m khi nim ny khng gii thch c (1) : Thng hiu l tn, thut ng, du hiu, biu tng, hoc cch by tr, hoc s kt hp gi chng dng nhn ra hng ha hoc dch v ca mt ngi bn hoc mt nhm ngi bn v phn bit ngi bn vi cc i th cnh tranh. Vi hin tng m khi nim ny khng gii thch c: - Gi tr thng hiu thay i theo thi gian. - Nhng quyn thng hiu khng phi lc no cng thnh cng. - Nu khng c s cm nhn ca khch hng v cng chng th liu thng hiu c gi tr hay khng. Vd : Gi tr thng hiu Coca-cola nm 2002 l 69,64 t usd, nm 2003 l 70,45 t usd. S d c s khc nhau nh vy l do vic o lng da vo m hnh gi tr thng hiu bao gm cc thnh phn : lng trung thnh, s bit n thng hiu, cht lng thy c, lin kt thng hiu, v gi tr ti sn c quyn khc. Vy thng hiu phi bao gm c nhng du hiu v hnh, v ta c th dng khi nim sau phn tch: Thng hiu l tp hp cc du hiu ( c hu hnh v v hnh) m khch hng hoc/ v cng chng cm nhn c qua vic tiu dng sn phm/ dch v hoc gii m cc thng ip t ngi cung cp sn phm/dch v hoc c to ra bng cc cch thc khc phn bit hng ha, dch v hoc nhm hng ho, dch v ca nh cung cp ny vi nh cung cp khc hoc phn bit cc nh cung cp - CT

Cu 6. Ngun gc ca gi tr thng hiu: phn bit ngi bn vi i th cnh tranh t c xa cc nh bun to ra cc du n trn gia sc; nh sn xut to ra nhn trn sn phm; hoc ch l ci tn ( Nhu Lan), c im ca ngi bn (ph g), gn vi a danh ( Ph Bt n). Th ti sao c nhng thng hiu thnh cng v c gi tr ln nh Trung Nguyn, IBM, Toyota, Nokia ngc li c nhng thng hiu khng thnh cng, hoc sp nh Bng Bch tuyt, Leman BrotherDa vo m hnh gi tr thng hiu bao gm cc thnh phn : lng trung thnh, s bit n thng hiu, cht lng thy c, lin kt thng hiu, v gi tr ti sn c quyn khc. Ta c th a ra ngun gc ca gi tr thng hiu nh sau : S cm nhn ca khch hng v cng chng. S cm nhn ca khch hng v cht lng ca nh sn xut thng khng trng nhau. Vd : Xe M th trng Vit nam c xem l xe cng knh v hao xng. Nhng Xe nht c xem l tit kim, v bn. Chu nh hng t thng ip ca nh sn xut. Nu mt sn phm c ph tt hn Trung nguyn, nhng khng c thng hiu th khi tiu dng khch hng khng th cho l c ph c o, c ph khi ngun sng to c Chu nh hng t kinh nghim tiu dng. Sn phm xe gn my Honda qua thi gian chim dc nim tin ca ngi tiu dng Vit Nam. Do vy, nhc n Honda l lin tng n sn phm bn, tit kim. tr em. Chu nh hng ln nhau gia khch hng v cng chng. Mc d cha s dng qua sn phm, nhng nhc n Mercedes ta vn bit l sn phm c tin cy cao, v gn lin vi s thnh t. Cu 7 : Vai tr ca thng hiu vi ngi bn? Phn bit nh sn xut. Thng hiu l tp hp cc du hiu hu hnh v v hnh dng phn bit sn phm/ dch v ca cc nh cung cp. V d da vo logo ta phn bit xe gn my no ca Hona, Suzuki, Yamaha n gin ho trnh by sn phm. Tng tc gia hnh vi c nhn v thnh phn thng hiu. Cc nhn hiu sa, nu c biu tng sinh ng, nhc hiu vui nhn s chim c nim tin ca

Thng hiu chnh l hnh thc bn ngoi, to ra n tng v th hin ci bn trong cho sn phm hoc doanh nghip. V d bia Si Gn khng cn phi trnh by, qung co nhiu, m vn c nhiu ngi tiu dng bit n. Gii thch. Thng hiu cn l cam kt em li cho khch hng s hi lng v hiu qu s dng sn phm. V d ch nhn vo logo ca Mercedes l ta bit l xe sang trng, tin cy. Bo v hp php. Nhn hiu thng mi ca doanh nghip khi thc hin ng k s c t di s bo h ca php lut chng li nhng tranh chp thng mi do cc i th cnh tranh lm hng nhi, hng gi. Biu th cht lng. Thng hiu chnh l yu t ch yu quyt nh khi khch hng la chn mua sm, bi thng hiu to cho h s an tm v thng tin xut x, tin tng vo cht lng sn phm, tit kim thi gian tm kim thng tin, gim ri ro. V d khi mun mua mt chic xe Honda, chng ta khng cn phi n o suy ngh, chc chn rng l mt sn phm tt. To ro cn ngn chn thm nhp. Vi mt thng hiu mnh, ngi tiu dng s c nim tin vi sn phm ca doanh nghip, s yn tm v t ho khi s dng sn phm, trung thnh vi sn phm v v vy tnh n nh v lng khch hng hin ti l rt cao. V d : Th trng bia Vit nam c chim lnh bi Heneiken, Tiger v Si Gn.Cc loi bia khc xm nhp u tht bi nh BGI, Foster, Laser To li th cnh tranh. Thng hiu khng ch to ra hnh nh ca sn phm v doanh nghip m cn c ngha quan trng trong vic to uy tn cho sn phm, thc y vic tiu th hng ho v l v kh sc bn trong cnh tranh. Hn na, thng hiu mnh cng c sc ht rt ln vi th trng mi, to thun li cho doanh nghip trong vic m rng th trng v thu ht khch hng tim nng, thm ch cn thu ht c khch hng ca cc doanh nghip l i th cnh tranh. V d : Hong Anh Gia Lai t kinh doanh cc sn phm g, m rng sang lnh vc bt ng sn. m bo s cao hn v gi. Vi mt thng hiu mnh, lng trung thnh ca khch hng vi sn phm tng, doanh nghip s c c th ng vng chc trong cc cuc cnh tranh khc lit ca th trng v gi, phn phi sn phm. Nh C ph Trung Nguyn vn nh gi cao trong khi gi c ph ht xung gi.

Cu 8 : Nu cc yu t ca thng 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, gip khch hng hiu mt cch mau chng thng hiu l g v n c bit khc vi thng hiu khc ch no. V d nh Lavie, mt phn tt yu ca cuc sng. Tn hiu L phn c ln c. Tn hiu l mt cng c giao tip ngn gn, n gin nhng c hiu qu cao nht. V d Honda Logo Logo l cc thit k c bit theo dng ha v cch iu theo dng ch vit th hin hnh nh cng ty. V d logo hnh ch H c gn ln cc xe hi ca hng Honda. Biu tng Danh ting L hnh nh lin quan n sn phm, cng ty. V d biu tng ca Apple l hnh qu to khuyt. Trc rt nhiu s la chn, khch hng tr nn lun hoi nghi v d xt. V iu tt yu l h chn l mt danh ting tt ca sn phm, thng hiu Tn min Internet Bn cnh cn cc yu t mu sc, nhc hiu, kiu dng thit k cng gi nh n cng ty nh : mu si ng ca Coca-cola, nhc chung ca sn phm kem Wall ( nay l Kinh ), kiu dng chai ca nc khong Lavie. Cu 9 : Ti sn thng hiu (brand assets) l g ? M hnh ti sn thng hiu ca Aeker? Ti sn thng hiu l nhng dng gi tr c th ca vt cht v tinh thn lin quan n thng hiu m n c th a li li ch cho ngi s hu. M hnh ti sn thng hiu ca Aeker : S trung thnh thng hiu L s sn lng la chn sn phm, thng hiu ca ngi sn xut trc cm d ca ngi ca i th cng tranh. Li ch ca lng trung thnh l lm gim chi ph phc v, gim chi ph khch hng, t nhy cm gi, tng gi tr hnh nh, tng hiu qu cm nhn gi tr, to dng doanh thu n nh. S lin tng thng hiu Internet cng gp phn rt ln vo vic qung b thng hiu, tng cng hnh nh cng ty.

 l s lin tng n li ch ca sn phm, thuc tnh ca sn phm, gi tr ng qu ca cng ty, v s lin tng n ngi s dng. V d : nhc n Trung Nguyn, s lin tng ngay n c ph c hng v c o, m Ti sn s hu Cht lng nhn bit c Cc hnh thc s hu nh bo h thng mi, quan h vi cc knh phn phi Cht lng tht s c cung cp bi nh sn xut v cht lng cm nhn bi khch hng thng khng ging nhau. Tuy nhin, cm nhn cht lng ca mt thng hiu, ngi tiu dng khng ch phi nhn dng ra n m cn c kh nng so snh, phn bit n vi cc c im v cht lng so vi cc thng hiu cnh tranh. Nu mt ngi s dng xe mercedes s c cm nhn hon ton khc, cm thy mnh quan trong hn v cm xc ny lm gia tng s hi lng ca ngi s dng. Nhn bit thng hiu Ni ln kh nng ngi tiu dng c kh nng nhn dng v phn bit nhng c im ca mt thng hiu trong s cc thng hiu c mt trn th trng. iu ny gup khch hng d dng la chn sn phm ca cng ty. V d : nhc n IBM l my tnh tt, Apple l bit n my tnh, my nghe nhc, in thoi c o, sng to. Cu 10. Nhng cch thc nhn bit thng hiu (Brand Knowledge)? Cho vd?

T duy Kin thc Lng tin

Cm xc

Hnh nh Tri nghim

Cch nhn bit thng hiu ca Khch hng din ra trong kin thc ca khch hng. Kin thc ny c th hin qua cc cch sau :

T duy: nhc n l nh ngay. Nhn thy l c s lin tng ngay. Vd : Nhc IBM l bit ngay l my tnh, Nhn thy qu to khuyt l bit ngay sn phm ca Apple. Lng tin: s tin tng tuyt i vo gi tr vt tri m thng hiu em li trong qu trnh s dng. Vd : xe my Honda, ngi ta tin tng s bn chc, tit kim ca n. Tri nghim: l s tri nghim chnh mnh khi s dng thng hiu. Nh vic s dng xe my Honda ta thy r rng l mt chic xe tt. Cm xc: Khi s dng mt thng hiu mnh, h c mt cm xc t ho v chnh bn thn h. Nu mt ngi s dng xe mercedes s c cm nhn hon ton khc, cm thy mnh quan trong hn v cm xc ny lm gia tng s hi lng ca ngi s dng. Hnh nh: vic nhn bit thng hiu l cn s nhn bit qua hnh nh ca cty . V d nhn vo cch thc b tr qun c ph, mu sc, khng gian ca Trung Nguyn l ta s nhn ra ngay v vic dng c ph qun ny s thy m hn. Cu 11: Phn tch li th marketing ca thng hiu mnh. 1. Tng cng s nhn bit c tnh ca sn phm. in thoi iPhone 2. Lng trung thnh cao hn. Xe hi Toyota 3. Kh b cnh tranh hn: vd phn mm Windows 4. Kh b khng hong hn: Phn mm Windows 5. Li nhun nhiu hn: C ph Trung Nguyn 6. Khch hng t nhy cm vi vic tng gi. Sa Abott, Friso gold 7. Phn ng nhanh chng t khch hng i vi vic gim gi. Honda vi mu wave . 8. Hp tc trao i ln hn 9. Tng cng hiu qu ca IMC 10. 11. Cc c hi cp php. Cc c hi m rng thng hiu. Hong Anh Gia Lai

Cu 12: Nu quy trnh to dng mt thng hiu: C nhiu m hnh v quy trnh xy dng thng hiu, mt trong s l : 1. Nghin cu th trng, phn khc, xc nh th trng mc tiu 2. nh v sn phm 3. nh v gi tr

4. Xc nh tm nhn, s mnh, nh v thng hiu Tm nhn thng hiu gi ra mt nh hng cho tng lai, mt kht vng ca mt thng hiu v nhng iu m n mun t ti. S mng ca mt thng hiu l khi nim dng ch mc ch ca thng hiu , l do v ngha ca s ra i v tn ti ca n. nh v thng hiu l vic to ra v th ring bit ca thng hiu trong mt mi trng cnh tranh bo m rng mi ngi tiu dng trong th trng mc tiu c th phn bit c thng hiu y vi cc thng hiu cnh tranh khc. 5. Thit k v thc hin marketing mix (4P/4C) (cch khc) Sn phm Gi Phn phi Chiu th Mc tiu : bng h thng nhn din thng hiu to lng trung thnh, s bit n, cm nhn cht lng v s lin tng.

t c mc tiu chng ta cn xy dng h thng nhn din thng hiu hu hnh v v hnh; v qun l cc tip xc thng hiu. 6. ng k s hu ti sn hu hnh (thng hiu) 7. o lng v iu chnh Cc cng c c s dng: 1. t tn 2. Thit k bao b, slogan, logo 3. Nghin cu th trng nh v sn phm v nh v gi tr 4. Qung co 5. Quan h cng chng Tm li: Xy dng thng hiu khng ch l gn mt ci tn cho sn phm. Xy dng thng hiu cn l mt cam kt em li s hi lng cho khch hng v hiu qu s dng sn phm. V th xy dng thng hiu i hi mi ngi trong chui gi tr t thit k n sn xut, tip th, bn hng phi lm vic thc hin cam kt (P.Kotler) Cu 13 : Lng trung thnh ca khch hng g ? (0,5) Li ch t lng trung thnh ca k/h i vi ngi bn ?(1,5) Nhng biu hin ca lng trung thnh ?(1,5) Lng trung thnh ca khch hng l s sn lng la chn sn phm, thng hiu ca ngi sn xut trc nhng cm d ca i th cnh tranh. Li ch ca lng trung thnh ca khch hng i vi ngi bn:

- Gim chi ph phc v - Gim chi ph ca khch hng, t lm tng gi tr - Khch hng t nhy cm v gi - Tch lu mi quan h, tng gi tr hnh nh ca nh sn xut - Tng hiu qu cm nhn gi tr - To ra dng doanh thu n nh cho nh sn xut, t lm tng tng li nhun. Biu hin ca lng trung thnh: Mua sn phm ca doanh nghip khi c nhu cu Tin tng sn phm, dch v ca nh sn xut Sn lng gii thiu cho ngi khc v sn phm, dch v ca nh sn xut T nguyn cung cp thng tin phn hi cho nh sn xut B qua hoc bt chp nhng sa st nht thi v sn phm, dch v Vt qua cm d hoc khng chuyn qua s dng sn phm, dch v ca i th cnh tranh Cu 14 : Nhng c trng ca k/h tim nng, k/h phi tim nng ?(1) c trng ca khch hng tim nng: C s quan tm ti sn phm, dch v C kh nng thanh ton C kh nng tip cn vi sn phm, dch v

c trng ca khch hng phi tim nng: thiu mt trong 3 c trng ca khch hng tim nng Cu 15 : Quyn lc thng lng ca k/h ph thuc cc yu t no ? (2) 1. Khi lng mua so vi khi lng bn ra: khi lng mua ca khch hng cng nhiu nhiu th quyn lc thng lng ca khch hng cng cao. 2. Chi ph mua hng so vi tng chi ph: chi ph mua hng cao th quyn lc thng lng ca khch hng cng cao 3. Tiu chun ca hng ho l ph cp: ph cp ca hng ho cng nhiu th quyn lc thng lng ca khch hng cng cao. 4. Chi ph i mi cung cp thp: quyn lc thng lng ca khch hng cng cao v khch hng d dng thay i v la chn nhiu nh cung cp. 5. Mc li nhun ca khch hng thp: quyn lc ca khch hng cng cao

6. Sn phm mua khng quan trng i vi cht lng sn phm v dch v ca ngi mua. Lc ny quyn lc ca khch hng s cao. 7. Kh nng hi nhp v pha sau: kh nng e do hi nhp ca khch hng cng cao th quyn lc ca khch hng cng cao. 8. Ngi mua c y thng tin: khi ngi mua c y thng tin th quyn lc thng lng cng cao. 16. Nu cc chin lc ci bin khch hng?(1) Cc chin lc ci bin khch hng: To chi ph i mi cao: lm cho khch hng tr chi ph cao khi chuyn qua nh cung cp khc. Vd : siu th in my hng ho phong ph a dng, t vn tt, giao hng tn ni Chuyn i ngi quyt nh mua. Vd : Khi hai v chng i ch th ngi bn hay gii thiu, thuyt phc ngi chng s d hn Chn ng lin kt ngc: chn ng hi nhp v pha nh cung cp Chia nh khi lng mua. Khng ngi mua tp hp thnh t chc.

17. Marketing mix la g?(0.5) Khc nhau gia 4P v 4C (1) Marketing mix: L cc cng c c s dng ng thi to ra mt s p ng tha ng trong tp hp khch hng xc nh. Khc nhau gia 4P & 4C : 4P marketing di gc ngi bn, 4c di gc ngi mua 4P Product Sn phm Price Gi c Place Phn phi Promotion Chiu th 4C Customer value Gi tr khch hng Cost to the customer Chi ph ca KH Convenience Tin li Communicatiom Giao tip & thng tin

18. Da vo m hnh gi tr dnh cho khch hng, gii thch ti sao chc nng marketing trong doanh nghip khng ch do b phn marketing th hin ?(2) M hnh gi tr dnh cho khch hng : Theo Philip Kotler, marketing l qu trnh m cc cng ty to ra gi tr cho khch hng v xy dng mi quan h bn vng vi khch hng nhn c gi tr trao i t khch hng. Da vo

m hnh gi tr dnh cho khch hng, ta thy to ra gi tr cho khch hng khng ch do b phn marketing thc hin, m do ton b cng ty phi hp thc hin, t thit k, sn xut, bn hng, qung co, thanh ton, vn ho cng ty... V d tng gi tr cho khch hng b phn thit k to ra sn phm c o v p ng c yu cu ca khch hng ; B phn sn xut phi m bo cht lng sn phm ; B phn bn hng n cn, lch thip ; Ngay c t bo v cng gp phn vo vic to dng hnh nh cng ty, v qua to gi tr cho khch hng, bng ccg cch lm vic nghim tc, khng hch dch. Tm li : nhim v marketing do tan b cng ty u phi hp thc hin nhm to ra gi tr vt tri cho khch hng, t s nhn c gi tr trao i t khch hng. 19.Gii thch cu tc ng bun c bn, bn c phng bng nhng kin thc marketing hc. (2) y c th hiu bun, bn l cng vic kinh doanh ; bn l nhng ngi hp tc hoc c li ch lin quan trong trong king doanh ; phng l hip hi kinh doanh, l th trng bao gm cc khch hng hin ti v khch hng tim nng ; cng nh cc i th cnh tranh. 1. bun c bn : Cc thnh vin cng gp vn kinh doanh nhm gim ri ro, tng mc thnh cng : cng Cng phi hp : nh sn xut, nh phn phi. Nhm phn phi ngun lc mt cch qu ng thng hiu : hai hay nhiu thng hiu cng thc hin mt chng trnh marketing, ty c phn, cng ty lin doanh, cc hnh thc lin kt.

cng tn dng thng hiu ca nhau cng c li. Motorola lin kt vi hng thi trang cao cp lng danh D&G (Dolce & Gabbana) tung ra dng sn phm cao cp V3i Gold. Sn phm ny s c lin tng n thi trang sng iu ca D&G, cn sn phm ca D&G s c lin tng n s hin i ca Motorola. Tao s phong ph sn phm, thun li cho k/h. V d mt khu ch tt phi c sp rau, tri cy, tht, c, bt nm, qun o, giy dp, n, ung.... 2. Bn c phng S tp trung ca cc nh cung cp cng em li li ch cho doanh nghip. S cnh tranh gia cc i th gip ci thin cht lng, i mi cung cch phc v, gim gi... t lm gia tng gi tr cho khch hng, v li ko khch hng n. Da vo i th cng gip doanh nghip nghin cu th trng : thu thp phn tch thng tin, v a ra cc pht hin c th

Gip nh v sn phm : nhm in vo tim thc k/h nhng li ch ch o ca sp v s Gip nh v gi tr : nhm tho mn nhu cu k/h trong mi quan h gia gi tr nhn Gip a ra chng trnh Marketing Mix ng n (4P,4C).

khc bit vi cc sp khc. c v chi ph khch hng.

20. Ni dung nhim v t chc, iu hnh b phn tip th ca gim c marketing? 1. iu hnh tt b phn tip th Tuyn nhn vin : a ra cc mc tiu tt cho tip th Nghin cu v phn tch xu hng ca th trng, phn khc th trng, xc nh th trng mc tiu, nh v sn phm, nh v gi tr, marketing mix v cch tt nht t chng Ci thin k nng nhn vin 2. Chinh phc lng tin ca nhng ngi ph trch cc b phn khc Do marketing khng ch b phn marketing thc hin. 3. Lm vic tt vi tng gim c v p ng tt v tng trng v li nhun Marketing phi ph hp chin lc pht trin cng ty, m bo gi tr ct li ca cng ty, do G marketing phi lm vic tt vi TG. Bn cnh G marketing l ngi duy tr v pht trin hnh nh sn phm, to ra nhng k hoch thng tin tip th, nng cao kh nng kinh doanh ca doanh nghip. 4. T chc lc lng tip th

21. Phn tch khi nim nhu cu th trng i vi 1 sn phm? Nhu cu ca con ngi l trng thi thiu ht mt ci g i hi c tho mn. Nhu cu th trng i vi 1 sn phm l tng khi lng sp m nhm khch hng nht nh s mua ti mt a bn nht nh trong mt thi k nht nh, vi mt mi trng marketing v chng trnh marketing nht nh. Cu 22: D bo th trng l g? Cho v d.

D bo th trng l vic xc nh nhu cu th trng tng ng vi chi ph Marketing ca ngnh thc t. D bo phi khoa hc nhng phi chp nhn xc sut sai lch. D bo th trng l mt cng c nn tng ca phn tch th trng. N tin on nhng con s, nhng c im v xu hng tng lai trong th trng mc tiu. D bo th trng l mt phn tch c bn cho thy s lng ngi tiu dng tng lai tim nng trong nhng phn khc th trng. Mt v d v vic d on th trng n gin l chia ra hai phn khc th trng mc tiu v d on khch hng tim nng trong mi phn khc theo tng nm, theo nm nm. Trong d bo th trng, nhng con s a ra ch l c lng, khng ai c th tht s bit chnh xc nn ch ch c th c on (articles.bplans.com). Ch c mt mc chi ph marketing ngnh trn thc t. Nhu cu ca th trng tng ng vi mc gi l d bo th trng. D bo th trng th hin nhu cu d kin ca th trng ch khng phi nhu cu cc i. D bo ging nh l bt mt m c gng li xe v theo nhng ch dn ca mt ngi nhn vo knh chiu hu (QT Mar-Philip Kotler/278). Mt khi tham gia vo th trng, cng ty cn chun b nhng d bo chnh xc v mc tiu th. B phn Marketing c trch nhim thc hin nhng c tnh ny b phn ti chnh chun b tin mt cn thit cho u t, b phn cung ng mua sm s lng vt t, b phn nhn s thu nhn lc cn thit. V d: D bo th trng dch v ADSL nm 2009 s tng trng gp i. Nu nh nm 2007, Vit Nam mi c khong 1,2 triu thu bao bng rng ADSL th n nm 2008, s thu bao pht trin mi c nm bng 66% s thu bao c nc tnh n nm 2007. Hin ti c 3 nh cung cp bng tn rng ti Vit nam l VDC, Viettel v FPT telecom, chim hn 90% dch v Internet bng tn rng, 10% cn li thuc cc nh cung cp khc nh SPT, EVN TelecomTrong , VDC chim th phn ln nht, nm 2008 c 1,3 triu thu bao ADSL chim 64% th phn v d bo nm 2009 s pht trin thm 1 triu thu bao. Theo bo co ca Trung tm Internet Vit Nam, trong tng s 20 triu ngi dng Internet ti Vit nam, c hn 2 triu thu bao bng rng tnh n ht thng 12/2008. Con s ny d bo s tng gp i trong nm 2009. Cu 23: nh gi phn khc th trng theo nhng kha cnh no, cho v d. nh gi phn khc th trng (Review market segment): l xem xt cc yu t cc phn khc th trng c hp l hay khng. 1)Qui m v tc tng trng ca cc phn khc th trng 2) Tnh hp dn v cu trc ca cc phn khc th trng bao gm cc yu t sau: Mc cnh tranh ca th hin hu

 Sn phm thay th Sc mnh ca khch hng Sc mnh ca nh cung cp i th cnh tranh tim nng 3) Mc tiu v ngun lc ca cng ty V d: Cu 24. Mi quan h gia nh v gi tr v nh v sn phm nh v gi tr l cch thc m nh sn xut tho mn nhu cu ca khch hng trong mi quan h gia gi tr nhn c v chi ph ca khch hng. nh v sn phm l nhng n lc nhm lm in su vo tim thc ca khch hng nhng li ch ch o ca sn phm v s khc bit vi nhng sn phm khc. Chin lc nh v sn phm ch ra mt kha cnh v l nn tng xy dng chin lc nh v gi tr bi v gi tr sn phm l t hp c th ca cc thnh phn gi tr dnh cho khch hng . Cu 25: S nhy cm v gi ca khch hng ph thuc vo cc yu t : 1. Chi ph cho vic mua sn phm chim t l nh trong tng ngn sch 2. Khon thit hi do tht bi ca sp l cao so vi chi ph ca n 3. Sn phm mang li s tit kim ln 4. Sp c tnh khc bit do t hng 5. Sp c vai tr trong chin lc cht lng cao 6. Hot ng kinh doanh ang c li cao 7. Thiu thng tin v sp & th trng 8. ng lc ra quyt nh khng n thun l chi ph Ngoi ra, s tho mn ca khch hng l kt qu m ngi mua cm nhn c khi h thy c sn phm/dch v ca cng ty thc hin c y nhng k vng ca mnh. Khch hng s hi lng khi nhng k vng ca h c p ng v s vui sng khi nhng k vng ca h c thc hin vt mc mong i. Nhng khch hng hi lng s trung thnh lu hn, mua hng nhiu hn, t nhy cm v gi hn. V d tham kho t net:

Trong kinh doanh, vic tng gim gi sn phm hng ho s thng xuyn c thc hin do tc ng ca cc yu t khc nhau nh cc s kin ni bt, nhu cu tng,... Tuy nhin nu doanh nghip khng c nhng nghin cu nht nh v mc nhy cm ca khch hng i vi vic tng gim gi th rt c th hng ho s khng cn chim c s yu thch ca khch hng. Sony, hng in t ln nht Nht Bn lun c mt i ng cc chuyn gia kinh t chuyn nghin cu mc nhy cm ca khc hng i vi vic tng gim gi sn phm in t ca Sony trn cc th trng. Theo Sony, c th, mc nhy cm ca khch hng i vi s tng gim gi c th hin bng co gin nhu cu theo gi c. Cc chuyn gia ca Sony cho rng nghin cu co gin nhu cu theo gi c th thng rt kh thc hin bi v n ph thuc vo nhng tnh hung c tht, xy ra trong thc t v s thay i ca gi c thc s xy ra hay sp xy ra. V chng ta cn tn thi gian cng nh c hi thun tin khi c s thay i gi thu thp d liu cho vic phn tch co gin. Trong thc t, him khi mt cng ty b thi gian v cng sc nghin cu co gin gi. Thng ch c cc Vin nghin cu, tp on t bn ln mi tm hiu co gin gi ca sn phm ch lc ca mnh. Phng php m Sony tin hnh trong nhiu nm qua ch yu da trn s liu thu thp v nhu cu mua hng (s lng tiu dng) theo tng mc gi khc nhau. T cc chuyn gia Sony c lng mc tng gim nhu cu mua hng ca ngi tiu dng s c nhng thay i nh th no cng vi s thay i ca gi c. Qua mt s tng kt kt qu nghin cu v co gin gi ca mt s loi sn phm ca cc nh nghin cu thuc tp on Sony ta c th thy mc nhy cm ca vic tng gim gi ca khch hng l kh khc nhau: Khch hng c xu hng nhy cm v mc tng gim gi sn phm trong suy ngh ca h ln hn l thc t ca vic tng gim gi v nhng nguyn nhn chi ph u vo sn xut tng hay gim. Nhiu khi khch hng khng hiu c iu nn thy mt hng ho no tng gi th lp tc cm thy c v e ngi v khng dm mua na. Khch hng c v nhy cm hn i vi vic gim gi hn l tng gi. Cc chuyn gia ca Sony nhn nh rng khch hng s khng t nng vn tng gim gi i khi cng i mua hng vi bn b hoc c s ng vin thuyt phc ca nhn vin bn hng m khch hng xem nh l chuyn gia gip h mua hng ng gi. Ngc li, s tc ng ca vic tng gim gi n tm l ngi tiu dng s tng khi khch hng i mua hng mt mnh v khi khch hng cm thy khng t tin v quyt nh mua hng ca mnh. R rng, nu khch hng mc tiu ca Sony c xu hng khng t nng vn tng gim gi thnh sn phm trong mt phm vi nht nh th trong gii hn Sony c th tng gi bn ln

mt t c th thu c thm li nhun v chc chn rng doanh s bn s gim i mt lng khng ng k. Cn c vo kt qu nghin cu mc nhy cm ca khch hng v s thay i gi c, Sony lun c chin lc kinh doanh thch ng v thu c nhiu li nhun cao.. Cu 26: Mt khch hng l g? Tc hi ca vic mt khch hng i vi doanh nghip? * Mt khch hng l trng hp khch hng khng cn sn sng la chn sn phm, thng hiu ca cng ty m chuyn sang la chn sn phm, thng hiu ca i th cnh tranh. Cc nguyn nhn dn n mt khch hng: - Tht ha vi khch hng - Trt b trch nhim v cc vn - Thi dch v ti - Lm cho khch hng tc gin - Khng bit lng nghe - Xa lnh khch hng - Th vi khch hng * Tc hi ca vic mt khch hng i vi doanh nghip: Khch hng s l ngi em li li nhun di hn cho cng ty. Vic hiu c tnh trng cc mi quan h khch hng v thm ch mt vi iu rt n gin v khch hng s c tc ng ln n mc tiu doanh thu. Chnh v vy, khi doanh nghip mt khch hng th doanh s bn hng ca cng ty s gim ko theo li nhun cng gim. V lu di, uy tn v thng hiu ca cng ty cng s suy gim trn th trng v c th dn n ph sn.