TRNG AI HOC BACH KHOA HA NOI

Khoa Kinh te va Quan ly

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Nguyn Tin Dng, MBA






Ha noi 02/2006

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CH 1-1 Cho th du ve mot trng hp mua sam e pha n biet cac khai niem: nhu cau t nhien, nhu cau
cu the va nhu cau co kha nang thanh toan.
Toi oi (nhu cau t nhien). Toi muon an ph bo tai (nhu cau cu the/mong muon). Toi
muon an ph bo tai, toi co 7.000 ong trong tui va san long chi tieu so tien nay cho ph
bo tai (nhu cau co kha nang thanh toan/nhu cau mua sam).

CH 1-2 Marketing thoa man nhu cau hay tao ra nhu cau? Hay giai thch. Nha marketing co the anh
hng ti mc o cao thap cua nhu cau hay khong? Neu co th bang cach nao?
Chung ta can phan biet khai niem nhu cau ay muon noi ti nhu cau nao. Nhu cau la
mot thuat ng co the bao ham nhu cau t nhien (need), nhu cau cu the hay mong muon
(want) va nhu cau co kha nang thanh toan hay nhu cau mua (demand).
Nhu cau t nhien ton tai cung vi con ngi va co trc marketing rat lau. Marketing
khong tao ra nhu cau t nhien (TD: uong), nhng marketing co kha nang tao ra nhng nhu
cau cu the (TD: uong bia ti ong chai). Marketing cung co nhiem vu la thoa man nhng
nhu cau t nhien (need) va nhu cau cu the hay mong muon (want) cua con ngi.
Nha marketing co the anh hng ti mc o va tnh thi iem cua nhu cau t nhien,
nhu cau cu the va nhu cau co kha nang thanh toan (demand) bang san pham chat lng
cao hn va kieu dang thiet ke ep hn, gia hp ly hn, a iem ban thuan tien hn, cac
dch vu trc va sau ban hang ay u hn, quang cao va truyen thong hap dan hn.

CH 1-3 Phan biet marketing vi cac khai niem sau: tiep th, hon hp marketing va tieu thu san pham.
Theo cach hieu cua gii hoc thuat mien Nam nc ta, tiep th chnh la marketing. Theo
cach hieu cua gii hoc thuat va nhieu ngi dan mien Bac nc ta, tiep th la nhng
hoat ong ban hang trc tiep, bang cach s dung nhan vien ti gap g trc tiep ngi mua
e chao ban san pham.
Hon hp marketing (marketing-mix) la bo cong cu marketing c s dung mot cach
phoi hp e tac ong ti khach hang, bao gom san pham (san pham chnh va dch vu i
kem), gia ban, phan phoi va xuc tien ban (hay truyen thong marketing).
Tieu thu san pham hay ban hang la mot phan cua marketing, bao gom nhng hoat
ong dien ra sau khi san pham a c lam ra va ket thuc khi khach hang a thanh toan
tien mua hang cho ngi ban, vi muc ch va chuyen giao san pham cho ngi mua va
thu tien ve.

CH 1-4 Trnh bay bon tru cot cua quan iem marketing.
Quan iem marketing cho rang s thanh cong cua mot to chc can da tren bon tru cot
nh sau:
Marketing c ban 2
1. Xac nh th trng muc tieu: nhan dang ro oi tng phuc vu chnh cua ho la ai;
2. Xac nh nhng nhu cau cua th trng muc tieu: can co nhng nghien cu chi tiet
trong nhng lnh vc san pham co lien quan ti chien lc kinh doanh cua doanh
nghiep, lay nhng nhu cau t nhien, nhu cau cu the va nhu cau co kha nang thanh
toan cua khach hang lam c s e xay dng cac chien lc va chng trnh hanh
ong marketing;
3. Thoa man nhng nhu cau cua khach hang: s thoa man cua khach hang la ieu
kien can e mot to chc at muc tieu cua no. e thoa man khach hang, can co s
phoi hp tot gia cac cong cu marketing va s phoi hp tot gia bo phan
marketing va cac bo phan khac trong to chc.
4. Hieu qua: oi vi to chc kinh doanh, o la kha nang sinh li. Doanh nghiep ch
co the thanh cong khi nhng chng trnh marketing em lai kha nang sinh li cao
hn cua cac oi thu canh tranh. Do o, can tham nh ky kha nang sinh li cua
tng khu vc, tng san pham va tng nhom khach hang. Kha nang sinh li, ch
khong phai la doanh thu, la thc o s thanh cong trong marketing.

CH 1-5 Gia tr cua mot san pham la li ch ma san pham o mang lai hay chi ph e lam ra san pham
o? Trong hai th: mot vien kim cng va mot chai nc la, cai nao co gia tr hn? Hay giai thch. Khai
niem gia tr trong trng hp nay c hieu la g?
oi vi ngi mua, gia tr cua mot san pham co the c hieu theo mot trong hai cach:
(1) li ch cua san pham o (TD: kha nang thoa man cn khat); (2) s so sanh gia li ch
va chi ph (TD: kha nang thoa man cn khat vi 2000 ong chi ph).
Trong hai th, vien kim cng va chai nc la, th nao c coi la co gia tr hn con
tuy vao hoan canh. Neu nh mot ngi gia sa mac vao hoan canh sap chet khat, chai
nc la c xem la co gia tr hn. Neu nh hoan canh o th, khi cn khat khong e
doa con ngi, ni ma ngi ta co kha nang oi vien kim cng thanh tien va co c
nhieu hn la mot chai nc, vien kim cng se c coi la gia tr hn. Khi chung ta quan
niem nh vay, khai niem gia tr a c hieu la li ch cua san pham, ch khong phai
la chi ph e tao ra san pham.

CH 1-6 Cho th du ve mot trng hp mua sam cua ban than oi vi mot san pham cu the. Hay c tnh
gia tr suot i cua mot khach hang nh ban oi vi ngi san xuat ra san pham o.
Toi thng xuyen i mua sam tai mot sieu th gan nha mot tuan mot lan. Trong moi lan
mua sam, hoa n tnh tien cua toi khoang 100.000 ong. Toi a mua sam tai sieu th nay
t 5 nam trc va d nh se mua sam tiep tuc tai ay en het i (khoang 25 nam na).
Gia tr suot i cua mot khach hang nh toi se la:
(100.000) x (52 tuan/nam) x (30) = 156.000.000.

CH 1-7 S thoa man la g? Co nhng phng phap nao e theo doi s thoa man cua khach hang?
S thoa man cua khach hang oi vi san pham la trang thai tam ly cua khach hang co
c t s so sanh gia nhng ky vong cua khach hang oi vi san pham va nhng kinh
nghiem cua ngi o co c t s s dung san pham, khi ma nhng kinh nghiem ngang
bang hoac tot hn la nhng ky vong.
Marketing c ban 3
Co nhng phng phap sau e theo doi s thoa man cua khach hang: (1) phan tch so
sach ghi chep lch s mua sam cua khach hang; (2) lap hop th gop y hoac ng day
nong e thu nhan nhng phan hoi cua khach hang; (3) to chc phong van khao sat y kien
cua khach hang va (4) ong vai ngi mua hang.

CH 1-8 Thoa man khach hang la nhiem vu cua bo phan marketing trong doanh nghiep. Hay bnh
luan tnh ung an cua phat bieu tren.
Phat bieu tren khong hoan toan ung. Khong nhng bo phan marketing ma ca ban lanh
ao, tat ca cac bo phan khac hay noi cach khac la toan bo doanh nghiep phai co nhiem vu
lam cho khach hang thoa man. Bo phan marketing khong the lam cho khach hang thoa
man c khi co nhng hoa n sai sot do bo phan ke toan, thai o hach dch t ngi
bao ve va bo phan hanh chnh, chat lng hang hoa kem do khau san xuat hay tinh than
phuc vu khach hang khong c moi ngi trong doanh nghiep quan triet.

CH 1-9 Trong hai viec: kiem mot khach hang mi va gi mot khach hang cu, viec nao t ton kem hn?
Tai sao? Nhng hoat ong marketing e gi khach hang co g khac vi nhng hoat ong marketing
nham kiem khach hang?
Chac chan la viec gi khach hang t ton kem hn so vi viec kiem khach hang. oi vi
nhng ngi cha mua san pham cua doanh nghiep, phai mat nhieu lan chao hang, tc la
nhieu chi ph e gii thieu san pham, thuyet phuc ho mua san pham cua doanh nghiep.
oi vi nhng ngi a mua san pham cua doanh nghiep va gia thiet rang san pham o
lam hai long khach hang, ch can mat t chi ph e tiep tuc thong tin va nhac nh khach
hang mua tiep. Cac nghien cu cho thay chi ph e kiem khach hang mi thng cao hn
t 4 10 lan so vi chi ph e gi khach hang cu.
Nhng hoat ong marketing e gi khach hang tap trung vao khau dch vu sau ban
hang va lien he vi nhng khach hang a mua san pham cua doanh nghiep. Ngc lai,
nhng hoat ong marketing e kiem khach hang tap trung vao s quang ba, xuc tien ban
e thu hut khach hang mua san pham va nhng hoat ong ban hang trc tiep ti nhng
khach hang tiem nang.

CH 1-10 Marketing co phai la hoat ong cua ca nhan khong? Neu co, hay cho mot th du cu the ve viec
ban a lam marketing ban than mnh nh the nao.
Marketing khong ch la hoat ong cua cac to chc, no con la hoat ong cua moi ca nhan.
Khi toi mi tot nghiep ai hoc nganh Quan tr kinh doanh, toi co nhu cau ve viec lam va
muon tm mot viec lam phu hp vi mc lng kha tai mot cong ty danh tieng. Toi se
phai a ra mot so th e trao oi nham thoa man nhu cau nay. Nhng th toi phai a ra
trao oi la the chat khoe manh, kien thc va ky nang chuyen mon xuat sac, ngoai ng
gioi, vi tnh thanh thao va t cach ao c tot. Toi can gay an tng tot vi ngi tuyen
dung khi viet Ban ly lch ca nhan (CV) va khi d phong van tuyen dung. Toi thuyet phuc
c ngi tuyen dung rang toi la ngi thch hp nhat vi v tr can tuyen va co kha
nang ong gop cao nhat cho to chc cua ong ta. Toi a vt qua 8 ng vien khac Vong
phong van th 2 va c mi lam viec tai doanh nghiep.

Marketing c ban 4
CH 1-11 Co 2 phat bieu khac nhau ve marketing: (1) Marketing la mot chc nang ch e ho tr cho ban
hang; (2) Marketing la mot chc nang rat quan trong ho tr cho nhieu chc nang khac cua doanh
nghiep nh san xuat, tai chnh, nhan s. Ban hay bnh luan cac phat bieu tren.
Quan iem th hai ung hn. Ly do la
Marketing co vai tro nh hng san xuat cai g, so lng bao nhieu, phuc vu
nhom khach hang nao. Da tren so lieu cua ke hoach marketing, cac bo phan khac
mi lap ke hoach san xuat, vat t, nhan lc va tai chnh. Neu hoat ong marketing
khong tot, bo phan thiet ke se thiet ke ra nhng cai ma th trng khong can, bo
phan san xuat se san xuat sai ve lng san pham, bo phan cung ng vat t, nhan
lc va tai chnh se gap kho khan trong ieu tiet nguon lc, hoac cac bo phan khac
se khong co viec g e lam v thieu khach hang.
T duy cua marketing la lay khach hang la trung tam, lay s thoa man cua khach
hang va hieu qua la muc ch hoat ong. Bo phan marketing la ngi truyen ba
quan iem nay va anh hng en quan iem va ket qua hoat ong cua cac bo
phan khac.

CH 1-12 Co phat bieu cho rang: "Neu nh ban che tao c nhng chiec bay chuot tot hn, co se
khong kp moc tren con ng en nha ban." Phat bieu tren the hien quan iem g? Bnh luan tnh
ung an cua phat bieu nay.
Phat bieu tren co y ngha la neu nh ban che tao c nhng san pham tot hn, khach
hang se o xo ti cho ban e hoi mua san pham nhieu ti mc ma co khong kp moc do
ngi i lai tren con ng ti nha ban qua nhieu. Phat bieu nay the hien quan iem
hng san pham.
Phat bieu tren khong hoan toan ung. San pham tot, tham ch la tot hn san pham cua
cac oi thu canh tranh la mot trong nhng yeu to e hap dan khach hang. e hap dan
khach hang, can phoi hp hai hoa cac yeu to san pham, gia ban, phan phoi va xuc tien
ban. Ngoai ra, cung co nhieu doanh nghiep a ra nhng san pham khong tot hn nhng
san pham canh tranh, nhng doanh so lai rat cao.



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CH 2-1 Nhng thong tin marketing la g? Nha marketing quan tam en nhng loai thong tin nao? Nha
marketing co the thu thap chung bang nhng cach nao?
Nhng thong tin marketing la nhng thong tin phuc vu cho viec a ra nhng quyet nh
marketing. Nhng quyet nh marketing bao gom nhng quyet nh ve khach hang muc
tieu, san pham, gia ban, phan phoi va xuc tien ban. Nhng thong tin marketing bao gom:
Nhng thong tin ve doanh nghiep: lng ban, lng ton kho, doanh thu, th phan,
Marketing c ban 5
chi ph, li nhuan, ac iem cua san pham, gia ban, he thong phan phoi va xuc
tien ban cua doanh nghiep, nang lc san xuat, to chc hoat ong marketing ...
Nhng thong tin ve moi trng v mo: ac iem va xu the cua cac moi trng kinh
te, nhan khau, t nhien, cong nghe, chnh tr phap luat va van hoa xa hoi.
Nhng thong tin ve khach hang: ac iem ca nhan, nhu cau t nhien, nhu cau cu
the, kha nang thanh toan, hanh vi mua sam, niem tin va thai o, mc o thoa man,
anh gia ve cac thng hieu, y nh mua trong tng lai ...
Nhng thong tin ve oi thu canh tranh: so lng, th phan, muc tieu va chien lc
marketing-mix cua oi thu tren moi khuc th trng, cac ac iem san xuat, tai
chnh, nhan lc va marketing cua oi thu.

CH 2-2 So sanh nhng iem giong nhau va khac nhau cua he thong nghien cu marketing va he thong
tnh bao marketing (ac iem thong tin, tan suat thu thap, phng phap thu thap thong tin).
TIau Ihur so
sanh
ha Ihong nghIan ruu markaIIng ha Ihong Inh bao markaIIng
Bac diem
thong tin
Thong tin ve doanh nghie va moi
truJng ben ngoai doanh nghie
Thong tin co tinh chuyen biet cao, huc
vu cho mot quyet dinh cu the
Thong tin ve moi truJng ben ngoai doanh
nghie
Thong tin mang tinh su kien

Tan suat thu
tha
Khong thuJng xuyen, tu vai thang tJi vai quy
mot lan
Rat thuJng xuyen
FhuJng ha
thu tha
thong tin
hghien cuu tai lieu (du lieu thu ca)
0uan sat
Khao sat y kien cua khach hang
Thu nghiem san ham va chuJng trinh
marketing truJc khach hang
hghien cuu du lieu thu ca: tai lieu,
huJng tien thong tin dai chung
0uan sat, tham vieng cua hang, cJ sJ san
xuat cua doi thu
Bong vai nguJi mua, thue nguJi dong vai
nguJi mua san ham cua doi thu
Tro chuyen, tham do y kien cua nhan
vien, khach hang, nhan vien cua doi thu

CH 2-3 Phan biet d lieu th cap va d lieu s cap. Cac d lieu th cap ve marketing co the thu thap
c bang cach nhng cach nao?
D lieu th cap la nhng d lieu a c thu thap bi ngi khac tai thi iem nghien
cu. Ngc lai, d lieu s cap la nhng d lieu cha c ai thu thap tai thi iem nghien
cu.
TIau Ihur so sanh u IIau so rap u IIau Ihu rap
Tinh san co tai thJi diem thu tha
thong tin
Chua san co Ba san co
Chi hi de thu tha ThuJng cao hJn ThuJng tha hJn
ThJi gian de thu tha ThuJng dai hJn ThuJng ngan hJn
FhuJng ha thu tha hghien cuu thuc dia (quan sat,
thao luan nhom, dieu tra, thu
nghiem)
hghien cuu tai lieu ben trong va
ben ngoai doanh nghie

Cac phng phap thu thap d lieu th cap:
Marketing c ban 6
Nghien cu tai lieu noi bo cua doanh nghiep: bao cao tai chnh,
Nghien cu tai lieu ben ngoai doanh nghiep:
o Cac phng tien thong tin ai chung: bao, tap ch, phat thanh, truyen hnh,
Internet
o Cac xuat ban cua Nha nc: Nien giam thong ke, cac bao cao ieu tra ...
o Cac tai lieu cua cac to chc phi chnh phu va quoc te: cac c s d lieu,
nghien cu ieu tra, bao cao hang nam cua VCCI, WB, IMF, WEF ...
o Cac n v cung cap thong tin marketing chuyen nghiep

CH 2-4 Phan biet cac phng phap quan sat, thao lua n nhom trong iem, ieu tra (hay khao sat y kien
ca nhan) va nghien cu th nghiem. Neu pham vi ng dung cua moi phng phap.
Tom tat cac phan biet c trnh bay trong bang sau:
uan saI Thao Iuan nhom Iau Ira hghIan ruu Ihu
nghIam
Bac diem thong tin hhung dieu khach
hang lam (hanh vi),
khong do duJc nhung
dieu ho nghi (thai do)
hanh vi va thai do
thong qua nhung dieu
khach hang noi

hanh vi va thai do
thong qua nhung dieu
khach hang noi

hanh vi va thai do
thong qua nhung dieu
khach hang lam va
noi
Tinh dinh tinh/dinh
luJng
Binh luJng Binh tinh Binh tinh hoac dinh
luJng, tuy theo kich
thuJc mau nghien cuu
Binh luJng
Tinh chat nghien cuu Mo ta Tham do Tham do hoac mo ta hhan qua
Cong cu Mat, thiet bi Ban cau hoi Ban cau hoi Thiet bi, cac sa dat
va ban cau hoi
Fham vi a dung Khi can biet hanh vi,
khong ta trung vao
thai do
Khi can biet nhung y
tuJng, ly do an duJi
nhung hanh vi, danh
gia cua khach hang
Khi can thong ke so
luJng cac y kien theo
cac tieu thuc cu the
Khi can khang dinh
nhung quan he
nguyen nhan ket
qua

CH 2-5 Neu u nhc iem cua cac phng phap tiep xuc phong van trong ieu tra: phong van trc
tiep, phong van qua ien thoai, th khao sat theo cac ac iem sau: chat lng d lieu, chi ph, ty le tra
li, yeu to quan ly giam sat.
Fhong van Irur IIap Fhong van qua dIan IhoaI Iau Ira qua Ihu (Ihu khao saI)
Chat luJng du lieu Cao TB TB
So luJng du lieu hhieu t TB
Ty le tra lJi Cao TB Tha
Chi hi Cao TB Tha
0uan ly giam sat Fhuc ta BJn gian BJn gian

CH 2-6 Phan biet cau hoi ong va cau hoi m. Loai cau hoi nao nen c s dung nhieu hn trong cac
nghien cu marketing?
Cac so sanh c the hien trong bang di ay.
6au hoI mo 6au hoI dong
Binh nghia cau hoi La cau hoi khong han che cach tra lJi cua
nguJi duJc hoi
La cau hoi co han che cach tra lJi cua nguJi
duJc hoi
Bac diem cua ca u hoi Khong co nhung huJng an tra lJi dinh san, Co nhung huJng an tra lJi san hoac la
Marketing c ban 7
khong hai la cau hoi cokhong dang cau hoi cokhong
uu diem Cho he nguJi hoi tim hieu sau ve ly do
cua cac tra lJi, lay duJc nhung y tuJng de
xuat cua nguJi duJc hoi
Cho he nguJi hoi thong ke so luJng cac
tra lJi theo tung huJng an tra lJi mot cach
thuan tien hJn
Fham vi a dung BuJc dung chu yeu trong cac nghien cuu
dinh tinh (can tra lJi cau hoi tai sao)
BuJc dung chu yeu trong cac nghien cuu
dinh luJng (can tra lJi cau hoi bao nhieu)

CH 2-7 Hay anh gia ve nhng cau hoi di ay c dung trong mot cuoc khao sat y kien ngi tieu
dung xem chung co phai la nhng cau hoi tot khong?
Cau hoi a. Nhan hieu quan ao ma v/chong ban a thch la g? Cau hoi nay muon hoi
ngi v (chong) ve s thch cua ngi kia. ay la cach hoi gian tiep. Thng cach
hoi gian tiep khong cho phep co c thong tin chnh xac nh la cach hoi trc tiep v
co the ngi c hoi khong nam ro ve s thch cua ngi chong (v) cua ho. ac
biet la tnh trang ngi chong khong ro ve nhan hieu quan ao ma v a thch la pho
bien hn so vi viec ngi v khong ro ve nhan hieu quan ao ma ngi chong a
thch.

Cau hoi b. Ban a xem nhng chng trnh TV g vao Th Hai tuan trc? Thi iem hoi
cach thi iem oi hoi ngi c hoi nh lai la khoang mot tuan. Khoang thi gian
nay la qua dai oi vi van e can hoi la chng trnh truyen hnh. Rat t ngi nh
c chnh xac.

Cau hoi c. Trong nam qua, ban a i an tiem bao nhieu lan? Tng t nh cau b., cau hoi
nay mac mot loi la khoang thi gian yeu cau nh lai cach thi iem hoi qua xa, nh
vay cau tra li co xu hng kem chnh xac.

Cau hoi d. Thu nhap chnh xac cua ban la bao nhieu ong mot thang? ay la cau hoi vao
van e nhay cam la thu nhap ca nhan. Moi ngi thng khong thch tra li ve thu
nhap ca nhan cua ho. Ho thng noi thu nhap ca nhan cua ho thap hn so vi thc te.
Ngoai ra, viec yeu cau noi len thu nhap chnh xac la chuyen kho v nhieu ngi ch
nh thu nhap cua ho ti hang tram nghn ong. ong la n v qua nho va mong muon
co c cau tra li chnh xac ve thu nhap se c ap lai bang s khong tra li hoac
tra li rat khong ung thc te.

CH 2-8 So sanh u nhc iem cua phng phap lay mau ngau nhien n gian va phng phap lay mau
thuan tien.
Cac so sanh c tom tat trong bang di ay.
TIau Ihur so sa nh Fhuong phap Iay mau ngau nhIan don
gIan
Fhuong phap Iay mau Ihuan IIa n
Binh nghia Mau duJc chon ngau nhien tu tong the bang
cach rut tham ngau nhien, tra bang so ngau
nhien hoac khJi tao so ngau nhien tren may
tinh
Mau duJc chon tu tong the theo mot quy
trinh cu the, vao nhung thJi diem va dia
diem xac dinh, thuan tien cho nguJi nghien
cuu
Tinh dai dien cua mau Mau dai dien cho tong the Mau co the dai dien hoac khong dai dien
cho tong the
Marketing c ban 8
Chi hi thuc hien ThuJng cao hJn ThuJng tha hJn

CH 2-9 Cho th du ve mot van e marketing, muc tieu nghien cu va tong the muc tieu.
Th du:
Van e marketing: Co nen phan phoi nc giai khat co ga Sarsi t TP.HCM ra Ha
Noi e ban khong?
Muc tieu nghien cu: Mc o a thch va san long mua cua ngi tieu dung Ha
Noi.
Tong the muc tieu: Nhng ngi trng thanh Ha Noi. V nc giai khat co ga la
mot san pham ai chung (khong ken khach).

CH 2-10 Neu trnh t thiet ke mot ban cau hoi (phieu ieu tra). Mot ban cau hoi can co cau truc nh
the nao?
Trnh t thiet ke mot ban cau hoi trong nghien cu marketing gom 3 bc:
1. Nghien cu s bo: tm hieu nhng thong tin s bo lien quan en lnh vc san pham
va khach hang cua san pham o, nhng san pham canh tranh hien co tren th
trng, moi trng kinh doanh khu vc can nghien cu ...
2. Viet ban cau hoi: liet ke cac cau hoi, la chon thang o, sap xep theo chu e va
chnh sa t ng
3. Th nghiem ban cau hoi: tien hanh phong van th tren mot so lng nho cua tong
the muc tieu (oi tng nghien cu) e hieu chnh cac sai sot, hoan thien cac cau
hoi.

Mot ban cau hoi gom co 3 phan:
1. Phan gii thieu va sang loc: gii thieu ve ngi nghien cu, muc ch nghien cu,
cam ket gi b mat cac tra li cua ngi c hoi va nhng cau hoi nham sang loc
oi tng.
2. Phan than: cha ng hau het cac cau hoi, c sap xep theo chu e
3. Phan thong tin ca nhan va phuc vu quan ly: cha ng nhng cau hoi ve ac iem
ca nhan cua ngi c hoi (ten, a ch, gii tnh, tuoi, nghe, hoc van, thu nhap
...) va nhng thong tin phuc vu quan ly (thi gian, a iem phong van, ngi
phong van, ngi giam sat, nhan xet ve chat lng d lieu ...)

CH 2-11 at ba cau hoi m lien quan en viec marketing mot san pham cu the. Chuyen nhng cau hoi
m nay thanh cau hoi ong, trong o ap dung mot so thang d lieu a hoc.
Sinh vien t nghien cu va tra li cau hoi nay. Lu y ng dung cac dang cau hoi m va
cau hoi ong trong tai lieu mon hoc.

CH 2-12 Hay so sanh u nhc iem cua cac phng phap d bao tieu thu sau: (1) tong hp y kien cua
lc lng ban hang; (2) phan tch d lieu qua kh; (3) ieu tra y nh mua sam cua khach hang va (4)
phan tch yeu to th trng.
Cac so sanh c tom tat trong bang di ay.
Marketing c ban 9

Tong hop y kIan Iur
Iuong ban hang
Fhan Irh du IIa u
qua khu
Iau Ira y d}nh mua
sam rua kharh hang
Fhan Irh yau Io Ih}
Iruong
Muc do kho khan khi
thuc hien
0e 0e Kho Kho
ThJi gian Ton it thJi gian Ton it thJi gian Ton nhieu thJi gian Ton nhieu thJi gian
Chi hi Tha Tha Cao Cao
Bo chinh xac cua du
bao
Tha Tha TB TB
Fham vi a dung 0u bao doanh so cua
doanh nghie
0u bao tong nhu cau
thi truJng va doanh so
cua doanh nghie
0u bao tong nhu cau
thi truJng va doanh so
cua doanh nghie
0u bao tong nhu cau
thi truJng va doanh so
cua doanh nghie



0h0000 8
Phk0 0h N0I 0000 NkkEI00 00k 00k0h 00hIEP

CH 3-1 Goi ten cac moi trng marketing cua doanh nghiep. Li ch cua viec nghien cu moi trng
marketing cua doanh nghiep la g?
Cac moi trng marketing cua mot doanh nghiep bao gom:
Moi trng vi mo: doanh nghiep, nha cung cap, nha trung gian, ngi s dung, oi
thu canh tranh va cong chung. Trong o, doanh nghiep con c goi la moi trng
vi mo noi bo.
Moi trng v mo: moi trng kinh te, nhan khau, t nhien, cong nghe, chnh tr
phap luat va moi trng van hoa xa hoi.

Li ch cua viec nghien cu moi trng marketing oi vi mot doanh nghiep la:
Nhan dang c nhng iem manh, iem yeu cua doanh nghiep so vi nhng oi
thu cua no
Nhan dang c nhng xu the cua moi trng vi mo va moi trng v mo va
nhng tac ong cua nhng xu the o ti hoat ong kinh doanh cua doanh nghiep
trong tng lai
Xac nh muc tieu, chien lc va ke hoach hanh ong tot hn.

CH 3-2 Neu ba bien so chnh trong moi trng kinh te cua quoc gia. Nhng xu the cua moi trng kinh
te nc ta hien nay la g? Xu the o tao c hoi nhieu nhat cho lnh vc marketing nao?
Sinh vien t nghien cu va tra li cau hoi nay.

CH 3-3 Neu ba bien so chnh trong moi trng nhan khau cua quoc gia. Khi toc o tang dan so t nhien
xap x 0% mot nam, lien tuc trong nhieu nam, nhng c hoi marketing se xuat hien nhieu nhat oi vi
cac lnh vc kinh doanh nao?
Marketing c ban 10
Ba bien so chnh trong moi trng nhan khau la dan so, toc o tang dan so va c cau dan
so (theo gii tnh, o tuoi, vung a ly).
Khi toc o tang dan so t nhien cua mot quoc gia la xap x 0% mot nam, lien tuc trong
nhieu nam, dan so cua quoc gia o se gia i, tc la tuoi trung bnh cua quoc gia o se cao
len. Nhng c hoi marketing se xuat hien nhieu nhat oi vi cac lnh vc nh la: (1) dc
pham phuc vu ngi gia; (2) dch vu y te cho ngi gia; (3) dch vu nha dng lao; (4)
dch vu nha hang phuc vu ngi gia.

CH 3-4 Hay cho hai th du e thay c nhng tien bo cong nghe a tao ra nhng c hoi marketing va
thay oi nhng cach thc cua hoat ong marketing nh the nao.
Nhng tien bo cong nghe ang tao ra nhng c hoi marketing nhng san pham mi:
Internet bang thong rong, ket noi khong day, san pham ky thuat so, san pham khong day
...
Nhng tien bo cong nghe ang thay oi manh me cach thc hoat ong marketing:
Cach thc phat trien san pham mi: che tao mau nhanh, san xuat linh hoat vi cac may
gia cong c ieu khien so (CNC machines)
Cach thc phan phoi va xuc tien ban: cac ca hang ao, ban hang trc tuyen (online
marketing), quang cao trc tuyen, xuc tien ban qua ien thoai di ong (m-commerce)
Cach thc thu thap thong tin marketing: khao sat y kien qua Internet

CH 3-5 Nhng hoat ong marketing nao nen lam khi co s gia tang cua moi quan tam ve: (1) sc khoe
va the chat cua moi ngi; (2) gia nh; (3) le hoi en, chua va (4) thi gian chuan b ba an cang ngan
cang tot?
Sinh vien t nghien cu va tra li cau hoi nay.

CH 3-6 Nhng c hoi marketing se xuat hien nh the nao khi (a) rng b chat pha dan; (b) khong kh
thanh pho tr nen o nhiem hn; (c) gia ien tang len; (d) gia xang tang len.
Sinh vien t nghien cu va tra li cau hoi nay.

CH 3-7 Cho th du ve nhng bien oi gan ay trong moi trng phap ly trong nc va quoc te co: (1)
anh hng tch cc; (2) anh hng tieu cc en hoat ong kinh doanh cua doanh nghiep.
Th du, mot van ban co anh hng tieu cc en viec kinh doanh xe may cua cac nha san
xuat xe may la Thong t 02/2003/TT-BCA ngay 13/01/2003 cua Bo Cong an quy nh
moi ngi ch c s hu mot xe may. Quy nh nay la trai vi ieu 58, Hien phap 1992
va khoan 1, ieu 221, Bo luat Dan s. Quy nh nay khien viec mua xe may cua ngi
dan tr nen kho khan hn, nhng lam cho cac dch vu ang ky ho xe may tr nen phat
trien hn.
Ngay 22/11/2005, Bo Cong an a ra Thong t so 17 bai bo quy nh tren.
1
Quy nh
nay se lam cho viec kinh doanh xe may cua cac nha san xuat xe may tr nen de dang hn
v gi ay, ngi dan khong gap kho khan trong viec ang ky xe may nh trc na, hoac

1
Vu Quoc Tuan, Quan ly la e phat trien, TBKT Sai gon, So 49-2005(781), Thang 12/2005, Tr. 12-13.
Marketing c ban 11
khong phai tra them tien cho dch vu ang ky xe may ho nh trc.

CH 3-8 Hay tm th du cho thay tai sao s thay oi vai tro cua phu n lai co anh hng en hoat ong
marketing cua cong ty.
Phu n ngay nay i lam nhieu hn, co thu nhap cao hn va t chu chap nhan vai tro
truyen thong (noi tr va cham soc con cai) nh trc ay. Ho tr nen chu ong hn trong
cac quyet nh mua nhieu loai san pham ma trc ay ch co nam gii ra quyet nh.
Th du: so lng phu n s dung va mua xe may nhieu hn trc ay. ieu nay buoc
cac doanh nghiep san xuat xe may phai xem xet lai chien lc san pham cua ho nh: thay
oi kieu dang, thiet ke, mau sac cho phu hp vi n gii hn (xe banh nho, gam thap,
ieu khien xe khong can sang so, cho e o di yen xe rong rai ).

CH 3-9 Hay cho biet nhng nhom cong chung chnh cua (a) mot benh vien a khoa t nhan; (b) mot
trng ai hoc dan lap.
Nhng nhom cong chung chnh cua mot benh vien a khoa t nhan co the la:
Ngi than cua ngi benh
Dan c song quanh khu vc benh vien
Chnh quyen a phng
Cac to chc bao ch, truyen thong
Nhng ngi khac: ngan hang, to chc tai chnh

Sinh vien nghien cu va t tra li y (b) cua cau hoi nay.

CH 3-10 Hay ve chuoi marketing (marketing chain) cua mot so doanh nghiep ma ban am hieu nhat.
Hay ch ra san pham th trng va cac kenh phan phoi cua nhng cong ty o.
Th du, cong ty Honda Viet Nam co chuoi marketing nh sau:

Cac cong ty san
xuat hu tung xe
may
Cong ty honda viet
ham
Ba i ly duJc honda
uy quyen
hguJi tieu dung xe
may

Cong ty Honda Viet Nam co nhng san pham sau:
Super Dream, Future II: dang xe cup (xe n, banh ln), gia trung bnh, nham vao
gii nam
Wave +, ZX, RS: dang xe cup (xe n, banh ln), gia thap, nham vao gii n
Spacy: dang xe scooter (xe n, banh nho, tay ga), gia trung bnh, nham vao gii
n, thanh pho

CH 3-11 Cho th du e minh hoa cac dang oi thu canh tranh cua mot thng hieu san pham cu the
(chang han nh phim chup anh Kodak Gold). Nha marketing co can thiet phai phan tch nhng oi thu
canh tranh khac ngoai oi thu canh tranh trc tiep khong? Tai sao?
Nhng oi thu canh tranh cua phim dung cho may anh thng hieu Kodak Gold la:
oi thu canh tranh trc tiep: phim Konica, Fuji, Agfa
Marketing c ban 12
oi thu canh tranh ve san pham thay the: cac nha san xuat may anh so nh Sony, LG,
Samsung, HP ...
oi thu canh tranh ve nhu cau: cac nha san xuat may thu hnh, thiet b giai tr (nhu cau
giai tr); phng tien i lai (nhu cau i lai); ngan hang (nhu cau tiet kiem) ...
Rat can thiet phai xem xet ca nhng oi thu canh tranh khong trc tiep, bao gom nhng
oi thu canh tranh ve san pham thay the va canh tranh ve nhu cau.



0h0000 4
hk0h I N0k 00k khk0h hk00

CH 4-1 Hay neu cac yeu to anh hng en quyet nh mua sam cua mot ca nhan oi vi mot san pham
cu the.
Quyet nh mua sam cua mot ca nhan b anh hng bi hai nhom yeu to:
ac iem cua ngi tieu dung: bao gom ac iem van hoa, xa hoi, tam ly va ca nhan cua
ngi o. ac iem van hoa bao gom van hoa quoc gia, nhanh van hoa hay van hoa vung
va tang lp xa hoi ma ca nhan ngi tieu dung thuoc ve. ac iem xa hoi bao gom nhom
tham khao, gia nh, vai tro va a v xa hoi cua ngi tieu dung. ac iem tam ly bao
gom ong c, nhan thc, lnh hoi, va niem tin va thai o cua ngi tieu dung. ac iem
ca nhan bao gom gii tnh, o tuoi, thu nhap va chi tieu, giai oan trong vong i gia
nh, nghe nghiep, hoc van ...
Cac kch thch ti ngi tieu dung: ac iem marketing-mix cua nhng ngi ban, ac
iem cua moi trng v mo va yeu to hoan canh mua. Marketing-mix cua nhng ngi
ban bao gom ac iem san pham va dch vu, gia ban, phan phoi va truyen thong
marketing cua nhng ngi ban. Moi trng v mo bao gom moi trng kinh te, nhan
khau, t nhien, cong nghe, van hoa xa hoi va chnh tr phap luat. Yeu to hoan canh
mua bao gom nhng yeu to xuat hien gan thi iem mua nh la ap lc thi gian, am
ong, bau khong kh cua ca hang, tam trang cua ngi tieu dung ...

CH 4-2 The nao la van hoa quoc gia va nhanh van hoa? Cho th du minh hoa s anh hng cua van hoa
quoc gia va va nhanh van hoa ti viec mua sam cua ca nhan.
Van hoa quoc gia la nhng ac iem chung trong mot quoc gia ve phong tuc tap quan va
quan iem gia tr. Nhanh van hoa the hien nhng iem chung cua mot nhom ngi trong
mot quoc gia ve tap quan va quan iem gia tr. Van hoa quoc gia va nhanh van hoa eu
the hien nhng cach hanh ong va cach suy ngh pho bien trong mot cong ong.
Th du, trong van hoa Viet Nam, s co con c coi la quan trong hn so vi van hoa
Au My. S th phung to tien, ao hieu, s khong chap nhan nhng hnh anh h hang
trc cong chung la nhng iem khac biet gia van hoa nc ta va van hoa Au My.
Tuy vay, van hoa nc ta khong phai la ong nhat ma no gom nhieu nhanh van hoa
nho. Th du, so vi ngi mien Nam, ngi mien Bac thng c coi la bao thu hn, t
Marketing c ban 13
chu mao hiem, ra quyet nh cham hn va lo xa hn ngi mien Nam.

CH 4-3 Nhu cau mua sam cua ca nhan thay oi nh the nao theo tuoi tac va tnh trang gia nh?
Ly thuyet a chia vong i gia nh cua mot ca nhan thanh 9 giai oan. giai oan 1
(trng thanh, oc than), ngi tieu dung rat e y cac mat hang mi va chi tieu tng oi
hao phong mac du thu nhap cha cao. Sang giai oan 2 (v chong son), viec mua sam tap
trung vao hang lau ben. Sang giai oan 3 (co con nho hn 6 tuoi), nhu cau mua sam chu
yeu la thc pham va dch vu cho con.
Trong giai oan 4 (con nho nhat hn 6 tuoi va nho hn 18 tuoi), nhu cau mua sam chu
yeu la dch vu giao duc va gia s cho con. giai oan 5 (con nho nhat hn 18 tuoi, song
chung) va giai oan 6 (con song rieng, chu gia nh i lam), tnh hnh tai chnh la manh
nhat so vi cac giai oan khac trong vong i gia nh va thi gian cua nhng ngi chu
gia nh ranh roi hn. Do o, nhu cau mua sam rat a dang, t nang cap o ac trong nha,
sa nha, mua at ti du lch, giai tr, the thao, my pham.
Chuyen sang giai oan 7 (con song rieng, chu gia nh ngh hu), thu nhap giam manh
va tuoi gia ap en, nhu cau mua sam giam va tap trung cho dc pham va dch vu y te.
giai oan 8 (ngi goa bua lam viec) va giai oan 9 (ngi goa bua ngh hu), do ngi
v (hoac ngi chong) a mat va con cai a trng thanh, xuat hien nhu cau ban nha e
mot cho khac yen tnh hn. Ngi goa bua gia cung can nhieu dc pham, dch vu y te va
giai tr tuoi gia.

CH 4-4 Trnh bay nhng iem chnh trong ly thuyet nhu cau cua Abraham Maslow. Viec nghien cu ly
thuyet nay co y ngha g oi vi cac nha marketing?
Ly thuyet nhu cau cua Maslow noi rang nhng nhu cau cua con ngi co the chia thanh 5
cap, t c ban nhat ti t c ban nhat tc la t thap ti cao, la: nhu cau sinh hoc, nhu cau
an toan, nhu cau xa hoi hoa, nhu cau c ton trong va nhu cau t the hien. Con ngi co
xu hng tap trung thoa man nhng nhu cau cap thap trc, cap cao sau.
Tuy nhien, mot hanh vi mua sam cua ca nhan lai co the phan anh nhieu dang nhu cau.
Mot ca nhan mua may anh so co the phan anh nhu cau xa hoi hoa (muon lu lai nhng ky
niem cua ban than va ban be, ngi than), nhu cau c ton trong (muon ngi khac coi
trong mnh v a s hu va biet dung mot san pham cong nghe cao) hay nhu cau t the
hien (muon khang nh vi ban than mnh co kha nang tiep can cong nghe cao va co con
mat tham my).
Y ngha oi vi nha marketing la nha marketing can nam bat chnh xac dang nhu cau
chu yeu tac ong ti hanh vi mua cua ca nhan la g e co cach thc chao hang thch hp.

CH 4-5 Nhan thc la g? Qua trnh nhan thc cua mot ca nhan co nhng ac iem g? Nhng ac iem
o co y ngha g oi vi cac chng trnh truyen thong cua doanh nghiep?
Nhan thc cua mot ca nhan la viec tiep nhan, to chc va x ly nhng kch thch c gi
en e tao nen mot th co y ngha oi vi ngi o. Qua trnh nhan thc cua ca nhan co
ba ac iem: s chu y co chon loc, s xuyen tac co chon loc va s lu gi co chon loc.
S chu y co chon loc the hien viec ca nhan khong chu y tat ca nhng kch thch c
gi en ma ch chu y en mot so kch thch. Do o, chng trnh truyen thong marketing
Marketing c ban 14
muon thanh cong phai gay c s chu y. e gay c s chu y, can s dung nhng kch
thch co bien o ln hoac a ra nhng thong tin lien quan en nhu cau mua cua khach
hang.
S xuyen tac co chon loc the hien viec khach hang thng x ly thong tin theo nhng
nh kien, ma ieu nay dan en viec hieu noi dung cua thong iep oi khi khong nh
ngi ban mong i. Do o, nhng thong iep truyen thong marketing phai c thiet ke
het sc can than va ro rang e ngi nhan khong the hieu thong iep theo nhng cach
khac vi muc ch cua ngi ban.
S lu gi co chon loc the hien viec khach hang khong lu gi trong bo nh cua ngi
o tat ca nhng thong tin a c tiep nhan va x ly, ma ch nh mot so va quen i so
con lai. Ham y marketing ay la neu nha marketing muon khach hang nh lau nhng
thong iep cua mnh th thong iep phai c thiet ke an tng, khac biet va co tan suat
phat lap lai cao.

CH 4-6 Phan tch qua trnh quyet nh mua hang cua ban than ban oi vi mot san pham cu the ma ban
a mua gan ay. Li ch cua viec nghien cu qua trnh quyet nh mua hang oi vi nha quan tr la g?
Th du, gan ay toi co nhu cau mua mot chiec TV man hnh tinh the long (LCD).
Nhu cau c noi len khi ngi hang xom a mua mot chiec TV man hnh tinh the long
va c lap rat ep trong phong khach cua gia nh anh ta. Toi thay rang nha mnh cung
can co mot chiec nh the (giai oan y thc nhu cau).
Toi a hoi ngi hang xom ve cach chon TV LCD va nhng nhan hieu TV LCD ang co
ban tren th trng. Sau o vai ngay, toi a i khao sat cac ca hang ban TV LCD, thu
thap catalog va hoi nhng ngi ban e hieu them ve nhng thuoc tnh cua san pham nh
o phan giai, o trung thc mau, kch thc man hnh, chieu day, o ben mau, am thanh,
kieu dang, dch vu sau khi ban va gia (giai oan tm kiem thong tin).
Toi a cho iem nhng thng hieu hien co ban tren th trng theo nhng thuoc tnh tren
va thay rang thng hieu Samsung la co gia tr ky vong cao nhat (giai oan anh gia cac
phng an).
Tuy the, vao hom i mua, toi a quyet nh chon thng hieu Panasonic v ngay trc
hom o mot ngi ban a het li ca ngi Panasonic va v khi xem xet thc te th kieu
dang Panasonic cung rat ep (giai oan quyet nh mua).
Sau khi mua, toi thay hi hoi han v gia cua san pham nay kha cao so vi TV plasma,
nhng qua trnh dung cho thay hnh anh rat ep. Sau mot thi gian, toi thay hoan toan hai
long ve san pham a mua (giai oan hanh vi sau khi mua).

Li ch cua viec nghien cu qua trnh quyet nh mua hang oi vi nha quan tr la rat to
ln.
Neu nha quan tr biet nhng yeu to nao ong vai tro chu yeu trong giai oan y thc nhu
cau, nha quan tr co the s dung nhng yeu to o e kch thch nhu cau phat trien.
Neu biet c ngi tieu dung thng muon tm kiem nhng thong tin g va ho tham khao
thong tin au, nha quan tr se co nhng bien phap thiet ke thong iep va e thong tin
nhng ni ma khach hang hay tham khao.
Neu biet c ngi tieu dung hay anh gia san pham theo mo hnh anh gia nao va coi
Marketing c ban 15
nhng yeu to nao la quan trong, nha quan tr se thiet ke san pham phu hp hn oi vi
nhng thuoc tnh ma ngi tieu dung cho la quan trong.

CH 4-7 Nhom tham khao co the gay anh hng nh the nao en viec la chon loai san pham (nen mua
loai san pham nao) va thng hieu s dung (nen mua thng hieu nao trong loai san pham a chon) oi
vi nhng mat hang di ay: (a) ban ghe gia nh thong thng; (b) xe may bnh dan; (c) may ra bat
gia nh; (d) vt ten-nt Wilson.
Ban ghe gia nh la hang thiet yeu tieu dung chon rieng t. Xe may bnh dan la hang
thiet yeu tieu dung ni cong cong. May ra bat gia nh la hang xa x tieu dung chon
rieng t. Vt ten-nt Wilson la hang xa x tieu dung ni cong cong.
Theo ly thuyet, anh hng cua nhom tham khao en s la chon loai san pham oi
vi hang xa x la manh hn oi vi hang thiet yeu. Anh hng cua nhom tham khao en
s la chon thng hieu oi vi hang dung ni cong cong la manh hn oi vi hang dung
chon rieng t.
Do o, anh hng cua nhom tham khao
en viec la chon loai san pham mua sam oi vi ban ghe gia nh, xe may bnh
dan (hang thiet yeu) la yeu hn oi vi may ra bat, vt ten-nt (hang xa x)
en viec la chon thng hieu tieu dung oi vi ban ghe gia nh, may ra bat
(hang dung chon rieng t) la yeu hn oi vi xe may, vt ten-nt (hang dung ni
cong cong).

CH 4-8 Nhng giai oan nao trong vong i gia nh la co trien vong nhat oi vi cac nganh hang sau:
(a) sa uong tre em; (b) kem dng da danh cho n; (c) xe o to cho gia nh; (d) thuoc vitamin; (e) tu
lanh; (f) bao hiem nhan tho va (g) du lch nc ngoai.
(a) Sa uong tre em: 3; (b) kem dng da danh cho n: 1, 5, 6; (c) xe o-to cho gia nh: 5,
6; (d) thuoc vi-ta-min: 7, 8, 9; (e) tu lanh: 2, 5, 6; (f) bao hiem nhan tho: 5, 6; (g) du lch
nc ngoai: 5, 6.

CH 4-9 S dung mo hnh hanh vi ngi tieu dung, hay giai thch tai sao co nhng hanh vi sau ay:
(a) Mot so ngi tieu dung i mua sam nhieu ca hang khac nhau, trong khi mot so
ngi khac lai ch hay lui ti mot vai ca hang. o la do ac iem ca nhan: ca tnh hay
phong cach song cua ngi o. Nhng ngi co tnh can than thng co xu hng danh
thi gian e thu thap thong tin, so sanh cac phng an mua t nhieu ca hang. Nhng
ngi khong thch mao hiem thng ch mua t mot so t cac ca hang quen.

(b) Mot so san pham c mua sau khi a c tm hieu nghien cu ky lng, trong khi
mot so san pham khac c mua ngay sau khi mi chu y en no. ieu o phan anh mc
o quan tam cua ngi tieu dung. Co nhng hanh vi mua quan tam nhieu, trong khi co
nhng hanh vi mua quan tam t.

(c) Hai ngi cung i qua mot tam bien quang cao, mot ngi chu y va nhan thc ro ve
quang cao o rat ro con ngi kia th tham ch khong he nhan thay s ton tai cua no. ieu
nay la do ac iem chu y co chon loc trong nhan thc cua ngi tieu dung. Viec mot
Marketing c ban 16
ngi chu y va nhan thc ro ve bien quang cao co the la do ngi nay ang co nhu cau ve
san pham c quang cao.

CH 4-10 Cho th du e minh hoa khai niem hnh anh ban than a anh hng nh the nao en viec mua
sam san pham cua ban hay nhng ban be hoac ngi than cua ban.
Toi muon ngi khac nhn mnh nh la mot ngi tre trung (hnh anh ban than xa hoi ly
tng), do o toi a mua mot chiec ao chim co (mau sac sac s, hoa van phc tap).

CH 4-11 Ban ky vong vai tro nao ngi chong, ngi v hay nhng ngi con cua ho khi quyet nh
mua cac mat hang sau ay: a/ An toi nha hang; b/ May vi tnh; c/ Dung cu tap the duc nha.
Theo ly thuyet, nhng vai tro co the xuat hien trong viec mua sam san pham cua mot ca
nhan la ngi khi xng, ngi anh hng, ngi mua, ngi quyet nh, ngi s dung.
Tren thc te, nhng vai tro co the rat khac nhau. Di ay ch la mot trong nhieu phng
an co the xay ra.
a) An toi nha hang. Chong co the la ngi khi xng, con la ngi anh hng, v
la ngi quyet nh. Ca ba la ngi s dung.
b) May vi tnh. V la ngi khi xng, chong la ngi anh hng, con la ngi
quyet nh va la ngi s dung.
c) Dung cu tap the duc nha. Con la ngi khi xng, v la ngi anh hng,
chong la ngi quyet nh va la ngi s dung.

CH 4-12 Bai tap ve gia tr ky vong
Mot nghien cu ve ngi tieu dung tai mot thanh pho oi vi loai san pham la TV cho ra
ket qua di ay. Cac so lieu trong bang la trung bnh cua cac y kien cua ngi tieu dung
tai thanh pho o theo bon thuoc tnh la hnh anh, am thanh, kieu dang va gia; va theo bon
thng hieu pho bien la Son, Sam, Luk va Dae. Cac iem so anh gia c cho t 1 en
10, iem cang cao tc la thuoc tnh o c anh gia cang cao. Rieng oi vi gia, iem
anh gia cang cao co ngha la gia cang re.
Hnh anh Am thanh Kieu dang Gia
Son 10 8 6 4
Sam 8 9 8 3
Luk 6 8 10 5
Dae 4 3 7 8
Trong so w
j
0,4 0,3 0,2 0,1

Cau a. Xac nh gia tr ky vong cua cac thng hieu
V(Son) = (0,4).(10) + (0,3).(8) + (0,2).(6) + (0,1).(4) = 8,0
V(Sam) = (0,4).(8) + (0,3).(9) + (0,2).(8) + (0,1).(3) = 7,8
V(Luk) = (0,4).(6) + (0,3).(8) + (0,2).(10) + (0,1).(5) = 7,3
V(Dae) = (0,4).(4) + (0,3).(4) + (0,2).(7) + (0,1).(8) = 4,7
Theo mo hnh gia tr ky vong, thng hieu co kha nang c chon mua cao nhat la Son.

Marketing c ban 17
Cau b. Neu toi la nha marketing cua Luk, trc het can phan tch nhng iem manh
iem yeu cua Luk va la chon chien lc tai nh v hnh anh cua Luk trong tam tr cua
khach hang.
Luk manh ve kieu dang va gia re hn Son va Sam, yeu hn mot chut so vi Son va
Sam ve am thanh, yeu hn nhieu so vi Son va Sam ve hnh anh. Khach hang lai cho rang
hnh anh la quan trong nhat, Nhng iem so anh gia nay the hien chat lng cam nhan
cua Luk. Chat lng cam nhan nay co the phan anh ung hoac khong that ung chat
lng thc.
e cai thien gia tr ky vong cua thng hieu Luk, co the la chon mot trong nhng
chien lc sau:
1) Tai nh v thc: tap trung hoan thien san pham thc, sau o tung ra th trng
model san pham mi vi ten mi. Gia s cai thien c 2 iem ve hnh anh, va
gia ban se cao hn trc vi iem anh gia ve gia giam 2 iem, tc la iem hnh
anh se la 6+2=8, iem oi vi gia se la 5-2 = 3. Gia tr ky vong se tang them:
(0,4).(2) + (0,1).(-2) = 0,6. Gia tr ky vong mi cua Luk se la 7,3 + 0,6 = 7,9.
2) Tai nh v tam ly: tang cng quang cao, to chc s kien e gii thieu san pham
Luk. ieu nay co the lam thay oi iem anh gia cua khach hang oi vi thuoc
tnh hnh anh cua Luk. Gia s tang iem hnh anh them 1 iem th gia tr ky vong
cua Luk se tang 0,4 iem, tc la gia tr ky vong mi cua Luk la 7,3 + 0,4 = 7,7.
3) Thay oi th trng: Nhom khach hang c nghien cu ay co quan iem cho
rang gia la t quan trong nhat. o la nhng ngi mua nh hng chat lng,
trong khi Luk lai co li the ve gia. Chung ta hng ti nhng khuc th trng khac
ma coi trong ve gia hn. Gia s, mot nhom khach hang nh hng gia, co iem
trong so oi vi hnh anh, am thanh, kieu dang va gia lan lt la 0,3; 0,2; 0,2 va
0,3 (tc la iem trong so oi vi gia tang 0,2 iem, tong cac trong so bang 1). Khi
o: V(Son) = 7,0; V(Sam) = 6,7; V(Luk) = 6,9; V(Dae) = 5,6. V tr cua Luk se
c cai thien t th ba len th hai.
4) Thu hut s chu y cua khach hang ti nhng thuoc tnh cha c xem xet ma
doanh nghiep co li the. Mot so thuoc tnh khac cua TV ma cha c e cap la
dch vu bao hanh, cac chc nang cua TV, tai lieu hng dan Luk co the a ra
dch vu bao hanh lau hn so vi cua Son va Sam nham tao s yen tam nhieu hn
cho nhng khach hang cua no.
Lu y : Khi tra li cau hoi thi tng t nh the nay, sinh vien khong nhat thiet phai a ra tat ca nhng
phng an tren ay. Viec a ra 2 hoac tham ch ch can 1 phng an hoan thien vi lap luan chat che
va c tnh cu the co the c xem la a tra li ay u.

CH 4-13 Trnh bay nhng iem khac biet trong hanh vi mua cua khach hang cong nghiep so vi hanh vi
mua cua ngi tieu dung.
Nhng s khac biet gia hanh vi mua cua khach hang so vi hanh vi mua cua ngi tieu
dung la:
1. Mua trc tiep nhieu hn. Khach hang cong nghiep mua trc tiep t nha san xuat
nhieu hn la ngi tieu dung.
2. Tan suat mua sam thap hn. So lan mua sam vat t, thiet b trong mot nam cua
khach hang cong nghiep thng thap hn so vi so lan mua sam san pham tieu
Marketing c ban 18
dung cua ngi tieu dung.
3. Gia tr n hang cao. Gia tr hang hoa trong mot lan mua cua khach hang cong
nghiep thng ln hn nhieu so vi cua ngi tieu dung. Ly do la: (1) khach hang
cong nghiep thng can mua vi so lng ln e phuc vu viec san xuat vi san
lng ln; (2) viec lay so lng ln tao ieu kien hng chiet khau ln t nha
cung cap va giam chi ph at hang, chuyen ch tren mot n v san pham.
4. Quan he ngi mua ngi ban gan hn. Ngi mua coi la nha cung cap la mot
oi tac quan trong trong mang li cung cap gia tr cho khach hang cua ngi mua.
Ngi ban thng co mot so lng nho khach hang cong nghiep va doanh thu co
c t moi khach hang lai rat ln. V le o, ca hai ben eu chu trong duy tr quan
he gan gui vi nhau.
5. Yeu cau cao ve o tin cay cua chat lng san pham. Khach hang cong nghiep
thng yeu cau cao ve o on nh cua chat lng san pham cua nha cung cap v no
anh hng trc tiep ti chat lng san pham cuoi cung cua khach hang cong
nghiep.
6. Yeu cau cao ve dch vu i kem. Khach hang cong nghiep thng co yeu cau cao
ve cac dch vu sau khi ban nh la hng dan ky thuat, bao hanh, sa cha, cung
cap phu tung.
7. Thi gian am phan lau hn. Gia tr n at hang ln, s tham gia cua nhieu ngi
vao qua trnh quyet nh mua, tam quan trong cua san pham can mua va cac dch
vu sau khi ban oi vi qua trnh san xuat cua khach hang cong nghiep lam cho thi
gian am phan khi mua sam cua khach hang cong nghiep thng lau hn so vi
cua ngi tieu dung.
8. Thue thiet b nhieu hn.
9. Nhng thoa thuan co i co lai. Khach hang cong nghiep co the yeu cau nha cung
cap cua ho phai mua giup ho mot so lng nhat nh san pham cua khach hang
cong nghiep.

CH 4-14 Trong hanh vi mua cua khach hang cong nghiep, qua trnh quyet nh mua vi kieu hanh vi
mua lap lai khong thay oi ve yeu cau co g khac vi qua trnh quyet nh mua vi kieu hanh vi mua cho
nhiem vu mi?
Trong hanh vi mua lap lai khong thay oi ve yeu cau (hanh vi mua theo thong le), khach
hang cong nghiep khong thc hien rat nhieu giai oan trong 8 giai oan cua qua trnh
quyet nh mua cong nghiep. Ho ch thc hien 2 giai oan la giai oan 3 (xac nh cac
yeu cau chi tiet oi vi san pham) va giai oan 8 (anh gia ket qua thc hien cua nha
cung cap). Trong hanh vi mua lan au cho nhiem vu mi, khach hang cong nghiep thc
hien ca tat ca cac giai oan trong qua trnh quyet nh mua. Qua trnh quyet nh mua oi
vi kieu hanh vi mua cho nhiem vu mi thng la dai hn va oi hoi nhieu thong tin va
s thuyet phuc t pha nhng ngi ban tiem nang so vi qua trnh quyet nh mua cua
kieu hanh vi mua theo thong le.



Marketing c ban 19
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CH 5-1 Phan khuc la g? Tai sao phai phan khuc th trng? Co trng hp nao doanh nghiep khong
can phan khuc th trng hay khong?
Phan khuc la hanh ong phan chia th trng (khach hang) thanh cac nhom, moi nhom la
mot khuc (hay mot oan) sao cho cac thanh vien trong moi khuc tng t ve nhu cau, con
cac khuc khac nhau th khac nhau ve nhu cau.

Nhng ly do cua viec phan khuc th trng la:
S khac biet ve nhu cau cua cac khach hang. Trong a so lnh vc san pham, nhng
khach hang khac nhau co nhng yeu cau rat khac nhau oi vi san pham va cac bien so
khac trong marketing-mix.
S canh tranh ngay canh manh me trong nganh. ieu nay oi hoi nha marketing phai
hieu biet sau sac hn cac oi thu ve nhu cau cua tng khuc va ap ng nhng nhu cau
nay tot hn cac oi thu.
S gii han ve nguon lc cua ngi ban. Moi ngi ban eu co nhng kha nang nhat nh
ve cong nghe, tai chnh hay marketing. Do o, viec co gang dan trai cac nguon lc hu
han e phuc vu tat ca cac khach hang vi nhng nhu cau cu the va kha nang thanh toan
rat a dang to ra khong kha thi hoac khong hieu qua.

Co nhng trng hp ma doanh nghiep khong can phan khuc th trng. o la:
Doanh nghiep khong b oi mat vi s canh tranh, tc la doanh nghiep la ngi ban duy
nhat trong nganh.
Khach hang la ong nhat ve s thch hay nhu cau.

CH 5-2 Hay cho mot so th du ve san pham hay dch vu ma nhu cau oi vi nhng san pham nay co the
chu s thay oi bi cac yeu to sau: (a) a ly; (b) Ca tnh; (c) Gii tnh va (d) Tuoi.
a/ Nhu cau thay oi theo ac iem a ly:
Ngi tieu dung mien Bac ve mua ong can mua ao khoac day, chan bong am,
nem am, khan len; trong khi o ngi tieu dung mien Nam ch can mot ao khoac
mong vao thi ky cuoi nam.
Ngi tieu dung mien nui can nhng xe may, o-to co gam xe cao, co kha nang
leo doc tot, trong khi nhng ngi tieu dung ong bang khong yeu cau nhieu ve
ac iem nay.
b/ Nhu cau thay oi theo ca tnh:
Nhng ngi co ca tnh manh dan, soi noi thng thch mac ao gam mau nong nh
o, da cam, hong. Trong khi o, nhng ngi co ca tnh nhut nhat, kn ao thng
thch mac gam mau mat hay lanh nh xanh l, xanh tham, trang hay xam.
Marketing c ban 20
c/ Nhu cau thay oi theo gii tnh:
oi vi san pham xe ap hay xe may, gio xe oi vi n la rat quan trong, oi vi
nam la t quan trong hn. Kieu dang xe sao cho len xuong xe de dang va co cho e
o rong rai oi vi n la quan trong hn la oi vi nam.
d/ Nhu cau thay oi theo tuoi:
Tre em nho hn 6 tuoi thng thch an snack. V chong tre cha con thng mua
sam nhieu o go, hang lau ben cho gia nh. Ngi cao tuoi thng mua sam nhieu
thuoc bo, thuoc cha benh.

CH 5-3 Cho th du ve cac cach phan khuc th trng da tren: (a) C s a ly; (b) C s nhan khau; (c)
C s hanh vi mua sam; (d) C s tam ly.
a/ Phan khuc theo a ly: Toyota a ra xe 7 cho LandCruiser phuc vu i lai trung du,
mien nui; Zace 7 cho e phuc vu vung ong bang, o th.
b/ Phan khuc theo nhan khau: Toyota co xe Camry 3.0 va 2.4 e phuc vu nhng ngi co
thu nhap rat cao; xe Corolla Vios va Corolla Altis phuc vu ngi co thu nhap cao.
c/ Phan khuc theo hanh vi mua: Unilever a ra bao b chai nha 100ml, 200ml, 300ml, 1l
oi vi dau goi Clear phuc vu nhng ngi mua e dung nha, bao b goi nho 8ml e
phuc vu nhng ngi mua e i cong tac, du lch.
d/ Phan khuc theo tam ly: Nha san xuat o the thao Nike nhan manh vao nhng khach
hang co ca tnh soi ong (exciting), Lexus hng ti ca tnh phc tap (sophisticated). Cac
dch vu sa cha o ien, ien t tai nha hng ti nhng ngi co phong cach tiet kiem
thi gian. Cac nha san xuat bo o nghe sa cha ien, c kh cho ca nhan nham ti nhom
nhng khach hang co phong cach thch t lam lay.

CH 5-4 Nhng c s phan khuc th trng ngi tieu dung co g khac so vi nhng c s phan khuc th
trng ngi mua cong nghiep?
Co nhng s tng t va s khac biet sau ay gia nhng c s phan khuc ngi tieu
dung va phan khuc khach hang cong nghiep.
6o so phan khur Fhan khur nguoI IIau dung Fhan khur kharh hang rong nghIap
Fhan khuc theo dac
diem tam ly
Co, theo ca tinh hay hong cach
song cua ca nhan
Khong. vi khach hang co ng nghie mua sam theo ly tri
nhieu hJn va co nhieu nguJi tham gia vao qua trinh quyet
dinh mua.
Fhan khuc theo dac
diem nhan khau
Co, theo dac diem nhan khau cua
ca nhan
Co, nhung theo dac diem cua doanh nghie nhu quy mo
doanh nghie, nganh nghe, dac diem sJ huu hha nuJc
hay tu nhan
Fhan khuc theo dac
diem hanh vi mua
Co, theo di su dung, lJi ich tim
kiem, su trung thanh vJi thuJng
hieu
Co, theo muc do khan ca, quy mo dJn dat hang va su co
mat cua yeu cau mJi
Fhan khuc theo dac
diem dia ly
Co, theo dac diem dia hinh, khi
hau, dan cu cua khu vuc ma nguJi
tieu dung sinh song
Co, nhung theo vi tri dia ly cua doanh nghie
Fhan khuc theo cach
tie can mua sa m
Khong Co, theo dac diem han quyen, cJ cau quyen han, chinh
sach mua sam cua khach hang cong nghie

Marketing c ban 21
CH 5-5 The nao la th trng ngach (a niche market)? Cho th du e minh hoa khai niem nay.
Th trng ngach hay ngach th trng (a niche market) la mot nhom khach hang nho,
cha c phuc vu bi cac nhng ngi ban ln trong nganh. Th du, Bitis a xac nh
cac tnh Tay Nam cua Trung Quoc giap nc ta la mot trong nhng th trng ngach cua
ho. Ly do la:
Nhng ngi tieu dung ay cha c nhng nha san xuat giay dep cua Trung
Quoc chu y v ai bo phan dan c ay la ngheo va khoang cach a ly t th
trng ti cac nha san xuat giay dep cua Trung Quoc la xa.
Khoang cach a ly t th trng nay ti Viet Nam la gan hn so vi khoang cach
a ly t th trng nay ti cac nha san xuat cua Trung Quoc.
Trong so nhng ngi dan ay, co nhng nhom ngi co yeu cau cao oi vi san
pham giay dep, ma yeu cau nay rat phu hp vi nhng giay dep c san xuat
theo chat lieu EVA ma Bitis ang co the manh.

Trong kinh doanh buon ban nho, mot ngi ban xoi, ngi lai xe om, mot dch vu sa
cha quan ao trong mot khu chung c ang phuc vu th trng ngach, o la nhng ngi
dan khu chung c o. Doanh thu cua nhng dch vu nh vay khong ln en mc e cac
cong ty ln au t cung cap dch vu o.

CH 5-6 ac iem cua ba chien lc chiem lnh th trng: marketing khong phan biet, marketing phan
biet va marketing tap trung. Cho th du ve mot so cong ty a theo uoi cac chien lc tren.
Sinh vien t nghien cu ly thuyet va tra li cau hoi nay.

CH 5-7 Trong trng hp nao th cong ty nen ap dung chien lc marketing tap trung? marketing a
phan khuc? marketing vo phan khuc?
6hIan Iuor markaIIng
khong phan bIaI
6hIan Iuor markaIIng phan
bIaI
6hIan Iuor markaIIng Iap
Irung
Bac diem cua ca c san
ham cung nganh
t khac biet Khac biet Khac biet
Bac diem cua thi truJng Bong nhat ve sJ thich Khong dong nhat ve sJ
thich
Khong dong nhat ve sJ
thich
0uy mo cua thi truJng tiem
nang
hho LJn LJn
So Kh hien tai tren tong so
Kh tiem nang
LJn hho hho
0iai doan trong chu ky song
cua san ham
0iJi thieu Tang truJng, Bao hoa 0iJi thieu, Suy thoai
Chien luJc cua doi thu Khong han biet Fha n biet hoac ta trung Fhan biet hoac ta trung
hguon luc cua doanh nghie 0oi dao 0oi dao han che

CH 5-8 Cac li ch nao ma ban se nhan manh trong viec quang cao cac mat hang sau cho cac gii khach
hang tng ng: (a) may cassette danh cho gii giao vien; (b) kem anh rang danh cho gii ngh hu va
(c) du lch nc ngoai mot tuan danh cho gii n lam viec tai cong s.
8an pham kharh hang LoI rh ran nhan manh Ly do
Marketing c ban 22
May cassette 0iao vien Kha nang hoc ngoai ngu va
nghe tin tuc (gia su may co
radio)
0iao vien co nhu cau lJn ve hoc ngoai ngu
va nghe tin tuc, hJn la nghe nhac, giai tri
Kem danh rang hhung nguJi nghi
huu
Lam chac rang, giam thieu
nguy cJ rung rang
hguJi gia co nhu cau lJn ve rang hai chac
khoe, hJn la nhu cau ve rang tra ng hay hJi
thJ thJm tho
0u lich nuJc ngoai
1 tuan
hu nhan vien J
cong sJ
hhung ngay thoai mai, thoat
khoi a luc cong viec cang
thang va nham chan
hu nhan vien van hong thuJng bi a luc
cong viec va luon ban ron vJi viec xu ly
nhung giay tJ hang ngay

CH 5-9 Mot nha san xuat cac san pham cham soc toc (dau goi, dau xa) muon xac nh nhu cau th
trng trong moi mot khu vc (tnh, thanh pho) cua Viet nam oi vi san pham nay. Nhng yeu to nao
co kha nang anh hng en nhu cau th trng oi vi san pham nay?
Nhu cau th trng oi vi dau goi = Dan so x Lng san pham bnh quan c mua bi
mot ngi mot nam x n gia bnh quan cua 1 san pham. Nhu cau th trng mot tnh
se phu thuoc vao:
Dan so cua tnh
Lng mua sam bnh quan cua mot ngi trong tnh: lng nay lai phu thuoc vao (1) thoi
quen s dung dau goi; (2) n gia san pham dau goi; (3) ac iem san pham, phan phoi
va xuc tien ban cua nganh san xuat dau goi
n gia bnh quan cua 1 san pham

CH 5-10 Hay liet ke cac khuynh hng dan so co anh hng ra sao oi vi nhu cau ve cac san pham,
dch vu sau ay: a/ Sieu th; b/ Ca hang the duc the thao; c/ Ca hang thuoc tay; d/ Nha hang.
a/ Dan so tang so sieu th tang, so ca hang va nha hang tang.
b/ Ty trong thanh thieu nien tang so ca hang the duc the thao tang.
c/ Ty trong ngi gia tang so ca hang thuoc tay tang.
d/ So gia nh t con tang so lan i an ben ngoai cua gia nh se nhieu hn dch vu
nha hang phat trien.

CH 5-11 Nhng san pham ma nhu cau oi vi b anh hng manh bi sc mua cua khach hang la g?
Cho th du minh hoa.
o la hang xa x. Theo nh ngha cua kinh te hoc, hang xa x la san pham co o co dan
cua cau theo thu nhap la ln hn 1. Tc la, neu nh thu nhap tang 2 lan th lng mua sam
se tang hn 2 lan. San pham nao c coi la hang xa x cung phu thuoc vao mc o phat
trien kinh te cua quoc gia hay cua khu vc ma ngi tieu dung song. Th du nh may thu
hnh mau s dung cong nghe ong hnh 10 nam trc la hang xa x, th nay la hang thiet
yeu.
Mot so mat hang thng c coi la xa x hien nay la: may ra bat, may hut bui, o-to
con, xe may at tien, may thu hnh man hnh tinh the long (LCD), giao duc

CH 5-12 Cho th du ve cac chng trnh quang cao e minh hoa cac phng an nh v sau: (a) nh v
da tren thuoc tnh; (b) nh v da tren hnh anh.
a) nh v theo thuoc tnh la viec thiet ke thong iep nhan manh vao mo ta nhng
Marketing c ban 23
thuoc tnh va nhng li ch co c t nhng thuoc tnh o. Th du: Trong mot
quang cao cua Head & Shoulders co noi la H&S co ZPTO giup lam sach gau tren
toc.
b) nh v da tren hnh anh la viec thiet ke thong iep khong noi trc tiep ti nhng
thuoc tnh hay li ch cua san pham, ma cung cap boi canh e khan gia lien he vi
san pham. Th du: Quang cao cua Heineken vi hnh anh mot nam thanh nien
vn len cao e lay not thung Heineken cuoi cung trong sieu th cho ban than, ch
khong phai la lay giup co gai, ngi a nh chang trai nay lay giup v co khong u
chieu cao. Trong quang cao nay, khong co li nao noi ve thuoc tnh hay li ch cua
Heineken, nhng ngi xem eu hieu quang cao muon noi rang Heineken la rat
ac biet, hay ch co the la bia Heineken mi co the hap dan ngi ta en mc
khong nhng nhn ngi khac nh vay.

CH 5-13 Doanh nghiep BK kinh doanh mot san pham tieu dung la dau goi ang nh tham nhap th
trng tieu dung tai tnh X. Cong ty nay a chia th trng tai tnh nay thanh 3 nhom ho gia nh la A,
B va C. Cac oi thu canh tranh hien tai trong moi khuc co th phan ngang nhau. Cac oi thu tiem nang
c d bao la co sc manh ngang vi cac oi thu hien tai trong moi khuc, va se nhap nganh vao nam
ti. Yeu cau cua cac khuc th trng A, B va C tng ng la cao, trung bnh va thap. Kha nang doanh
nghiep BK ap ng cac yeu cau nay la mc cao oi vi tat ca cac khuc. So lieu chi tiet nh bang
di ay. Gia s BK ch la chon chiem lnh mot trong ba khuc tren, no se la chon khuc th trng
nao? Hay giai thch va chng minh.
Cac d lieu co the c tom tat va ky hieu trong bang di ay.
Loai ho gia
dinh
So luJng ho gia
dinh (1OOO ho)
Chi tieu bq nam
cua mot ho
(1OOOd/ho)
So doi thu hien
tai
So doi thu nha
nganh tiem
nang
Toc do tang
truJng ve quy
mo
Ty suat lJi
nhuan tren
doanh thu
Yeu cau cua
khuc thi truJng
h C Mht Mtl g r
A 1OO GOO 5 2 15% 2O% Cao
B 8OO 4OO 1O 4 1O% 15% Trung binh
C GOO 2OO 15 5 5% 1O% Tha

Li giai nh sau:
ai lng Cach tnh n v tnh A B C
TQht N x C Trieu ong 60.000 120.000 120.000
TQtl Qht x (1+g) Trieu ong 69.000 132.000 126.000
M Mht + Mtl - 7 14 20
Rkv TQtl/(M+1) Trieu ong 8.625 8.800 6.000

tl
Rkv x r Trieu ong 1.725 1.320 600

Li nhuan ky vong t khuc th trng A la ln nhat. Mac du yeu cau cua khuc th trng
nay la cao nhat, nhng doanh nghiep van co kha nang ap ng c. Do o, nen chon
khuc th trng A.
Marketing c ban 24

0h0000 8
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CH 6-1 Trnh bay cac noi dung cua chnh sach san pham.
Chnh sach san pham bao gom cac noi dung:
1) Chnh sach chung loai: vi hon hp san pham hien co, nen nh hng au t cho
cac dong san pham nh the nao. Neu doanh nghiep cha san xuat san pham nao,
th nh hng au t cho cac san pham mi nen nh the nao.
2) Chnh sach chat lng cua san pham chnh (hang hoa hay dch vu chnh): nhng
ac iem can co cua san pham la g? Nhng ac iem nao tao nen s khac biet
cho doanh nghiep?
3) Chnh sach thng hieu: ten cua san pham se phat trien la g? Nen s dung cach
at ten rieng re hay at ten chung vi ten doanh nghiep hay ket hp?
4) Chnh sach bao b va nhan hang hoa: ac iem cua cac loai bao b va nhan hang
hoa sao cho am bao viec bao quan san pham tot, van chuyen va cat gi thuan
tien va hap dan khach hang.
5) Chnh sach dch vu ho tr: Nhng dch vu i kem theo san pham chnh la g? Ai se
cung cap nhng dch vu ho tr sau khi ban cho khach hang?
6) D bao lng ban va doanh thu: Vi tat ca nhng ac iem noi tren cua san pham,
gia ban thch hp cho san pham se san xuat nen la khoang bao nhieu? Lng ban
va doanh thu co the at c sau 3 thang, 6 thang hay 1 nam se la bao nhieu?

CH 6-2 The nao la hon hp san pham, dong san pham? Cho th du ve cac dong san pham, hon hp san
pham cua mot so doanh nghiep hien nay.
Sinh vien t nghien cu va tra li cau hoi nay.
CH 6-3 Khach hang khong mua san pham, ho mua li ch. Vi quan iem tren, ban hay thiet ke
khau hieu ve san pham oi vi mot so mat hang sau: (1) van tai hanh khach; (2) bao hiem; (3) nem
ging; (4) xe may.
Sinh vien t nghien cu va tra li cau hoi nay.

CH 6-4 Hay i dao quanh mot vai ca hang va sieu th va lap danh sach cac bao b xuat sac va bao b
kem. Nhng nhan to nao khien ban anh gia chat lng bao b nh vay?
Cac ac iem cua bao b tot:
1. Tnh bao ve san pham tot (khong ro r, khong lam san pham h hong );
2. Tnh tien dung (de van chuyen, xep d, ong m, kch c phu hp vi oi tng
mua sam va s dung);
3. Tnh thong tin ay u (cha ng ay u thong tin ve san pham nh ngay san
xuat, a iem san xuat, doanh nghiep san xuat, thanh phan, han s dung, hng
dan s dung )
Marketing c ban 25
4. Tnh tham my (c thiet ke an tng, bat mat, bo cuc ep)
5. Tnh than thien vi ngi dung va moi trng (khong gay hai cho ngi s dung,
cho moi trng).

CH 6-5 Neu ten mot so doanh nghiep xuat sac ve cac dch vu ho tr cho san pham chnh: dch vu trc
ban hang va dch vu sau ban hang.
Sinh vien t nghien cu va tra li cau hoi nay.
CH 6-6 So sanh hon hp marketing (marketing-mix) oi vi hang lau ben va hang khong lau ben.
Hang khong lau ben Hang lau ben
Th du Thc pham ong hop o go, o ien t gia dung
Cac ac iem mua sam
Thi gian va cong sc bo ra e mua sam Rat t Nhieu
Thi gian dung e lap ke hoach mua sam Rat t Nhieu
Can nhac gia/chat lng t Nhieu
n gia Thng thap Cao
Tan suat mua sam Thng xuyen Khong thng xuyen
Marketing-mix
Bao b Rat quan trong Quan trong
Dch vu sau khi ban t, khong quan trong Quan trong
So vong quay hang ton kho Cao Thap
Ty le li Cao Thap
Mc li Thap Cao
o dai cua kenh Dai Ngan
Ngi ban le t quan trong Quan trong
So iem ban Cang nhieu cang tot Han che
Trng bay tai ni mua sam Rat quan trong Quan trong
Ten san pham hay ten ca hang quan trong
hn
Ten san pham Ca hai
Ty le gia chi tieu cho quang cao va chi tieu
cho ban hang trc tiep
Ln Nho


CH 6-7 Nhng yeu to can tr viec phat trien mot san pham mi thanh cong la g? (Tr.86)
Nhng yeu to can tr viec phat trien mot san pham mi thanh cong la:
Thieu y tng cai tien quan trong: con lai rat t cach cai tien trong mot so lnh vc
Th trng qua nho : th trng b xe nho do canh tranh manh, nh the doanh nghiep phai
hng vao nhng khuc th trng nho hn, dan ti mc tieu thu va li nhuan cung thap
hn.
Nhng han che cua xa hoi va Nha nc: nhng tieu chuan an toan cong cong, sinh thai lam
rac roi them qua trnh phat trien san pham mi
Thieu von: y tng hay, nhng khong co tien e thc hien
Thi gian phat trien san pham mi ngay cang c rut ngan: oi thu canh tranh nhanh chan
hn se thang
Chu ky song cua san pham ngan hn: b sao chep mau ma o at, kho co the thu hoi von au
t
Marketing c ban 26

CH 6-8 Cac chien lc keo dai ve pha tren va keo dai ve pha di co quan he rat mat thiet vi chu
ky kinh doanh. Cac doanh nghiep nen keo dai dong san pham ve pha tren trong giai oan thnh vng
va keo dai dong san pham ve pha di trong giai oan suy thoai. Ban co ong y vi phat bieu nay
khong? Hay giai thch.
ong y nhng khong hoan toan. Khi suy thoai, doanh nghiep co the a ra nhng san
pham co gia thap hn trong cung dong san pham, nhng khong c xao nhang nhng
thng hieu chat lng cao gia cao san co. V neu nh coi nhe nhng thng hieu chat
lng cao gia cao, th khi nen kinh te hoi phuc, doanh nghiep se anh mat v tr chat
lng cao trong tam tr khach hang.

CH 6-9 Neu ten mot so dang san pham ma ban cho la no ang trong giai oan gii thieu, tang trng,
bao hoa. Mo ta th trng cua nhng san pham nay.
Sinh vien t lay th du minh hoa.

CH 6-10 Hay cho th du ve hai san pham ang trong giai oan suy thoai cua chu ky song san pham.
Vi moi trng hp, ban co ngh rang no co kha nang hoi phuc khong? Tai sao?
Xe ap cac thanh pho ln co the xem nh la giai oan suy thoai. Trong tng lai, xe
ap van co the hoi phuc, nhng di dang khac, cho nhng trng hp s dung khac. Khi
o, xe ap khong phai la mot phng tien i lai thong thng na (v s phat trien cua xe
buyt hay xe may gia re), ma se la mot phng tien tap the duc the thao hay du lch.

CH 6-11 Trong trng hp nao di ay, mot cong ty nen s dung ten cua no lam ten cua san pham:
(a) nha san xuat quan ao nam gii gii thieu san pham quan ao danh cho n; (b) nha san xuat san pham
cham soc toc gii thieu mot dong san pham may say toc mi va (c) mot cong ty khach san a co nhng
khach san loai va va loai sang, nay a them dong khach san bnh dan vi gia thap va t dch vu.
a/ Co the. Th du: nha san xuat quan ao bo Levi Strauss von san xuat quan ao bo cho nam
a m rong sang san xuat nhng quan ao bo cho n (Levis Girl).
b/ Co the. V ay la nhng san pham co lien quan en viec cham soc toc, co lien he gan
gui.
c/ Khong nen. Khach hang co the lan lon gia cac dong san pham cua doanh nghiep va
kho tao dng uy tn.

CH 6-12 Cac chien lc chung loai san pham, nh gia, phan phoi va quang cao thay oi nh the nao
trong cac giai oan khac nhau cua chu ky song san pham?
Sinh vien t nghien cu ly thuyet va tra li.

CH 6-13 Hoat ong marketing mot dch vu nh dch vu khach san co g khac vi hoat ong marketing
mot san pham hu hnh nh bot giat? Hay so sanh ve cac phng dien: th trng, ac iem cua chnh
sach san pham, gia, phan phoi va xuc tien ban.


Marketing c ban 27
8oI gIaI }rh vu kharh san
Khach hang Bai chung Chon loc, nhung nguJi di cong tac, co yeu cau cao ve
chat luJng
San ham chinh Co the thay doi nhanh ve dac diem va
nen thay doi
Khong nen thay doi nhanh ve dac diem ma can xay
dung mot hong cach dich vu rie ng, on dinh
0ich vu ho trJ t, khong quan trong hhieu, rat quan trong vJi khach hang (an uong, giai
tri, dat ve may bay, dich vu thanh toan qua the tin
dung )
Yeu to khac cua san
ham
Bao bi rat quan trong, can thuJng xuyen
doi mJi
Yeu to quy trinh huc vu (rocess), bang chung vat
the (hysical evidence) va con nguJi (eole) la rat
quan trong
0ia ban Muc lJi tha, ty le lJi cao Muc lJi cao, ty le lJi cao
Kieu dinh gia ThuJng la dinh gia khong han biet
theo dia diem va thJi gian
ThuJng la han biet theo dac diem hong J va theo
thJi gian (mua, thang)
Fhan hoi Rong rai, khong han che so luJng nguJi
ban va dia diem
Chon loc dia diem xay dung kha ch san
FhuJng tien quang cao FhuJng tien dai chung, nham tJi hu nu
noi trJ
FhuJng tien chon loc, nham tJi nguJi du lich va
thuJng nhan



0h0000 7
0h0h 8k0h 0Ik
CH 7-1 Nhng yeu to can can nhac khi nh gia san pham la g?
Khi nh gia san pham, chung ta can can nhac nhng yeu to anh hng ben trong va ben
ngoai doanh nghiep. Nhng yeu to ben trong doanh nghiep bao gom: chi ph san xuat kinh
doanh, muc tieu cua doanh nghiep va cac thanh phan khac trong marketing-mix (hang
hoa va dch vu, phan phoi, xuc tien ban).
Nhng yeu to ben ngoai doanh nghiep bao gom:
Khach hang: mc nhu cau, tnh thi iem cua nhu cau, o nhay cam oi vi gia,
khoang gia chap nhan c
oi thu canh tranh: ac iem moi trng canh tranh (canh tranh hoan hao, canh
tranh co tnh oc quyen, oc quyen nhom, oc quyen), muc tieu va marketing-mix
cua cac oi thu
Moi trng v mo: moi trng kinh te, chnh tr phap luat, cong nghe, van hoa
xa hoi, nhan khau, t nhien

CH 7-2 Ban se e ngh tang gia hay giam gia neu o co gian cua cau theo gia nhan gia tr sau:
(1) -0,5; (2) -2,4; (3) -1.
Neu muc tieu la toi a hoa doanh thu th: (1) Tang gia, v khach hang t nhay cam oi vi
gia; (2) Giam gia, v khach hang nhay cam oi vi gia va (3) Gi nguyen gia, v ng
cau co dan n v, mc gia hien tai a lam cho doanh thu la ln nhat.

CH 7-3 u nhc iem cua phng phap nh gia theo chi ph bnh quan cong phu gia. Phan biet he so
Marketing c ban 28
phu gia tren gia ban (ty le lai tren gia ban) va he so phu gia tren chi ph (ty le lai tren chi ph).
u va nhc iem cua nh gia theo chi ph bnh quan.
uu diem hhuJc diem
BJn gian, de tinh toan
Khi doanh nghie lay ty le hu gia theo muc
chung trong nganh, gia cua san ham cua
doanh nghie se tuJng tu vJi gia cua doi thu,
loai tru kha nang tao chien tranh gia
Bo qua yeu to nhu cau cua khach hang va doi thu, do do gia
dinh ra co the cao hoac tha
Tu duy nguJc trong dinh gia: de dinh gia, doanh nghie hai
uJc tinh luJng ban truJc.
Fhuc ta doanh nghie san xuat nhieu mat hang va hai han
bo chi hi gian tie (han lJn nam trong chi hi co dinh) de
tinh duJc chi hi binh quan

CH 7-4 Trnh bay phng phap nh gia theo gia tr cam nhan. u iem cua phng phap la g?
Gia tr cam nhan (perceived value) la s anh gia cua khach hang ve ty so chat lng
gia cua san pham cua doanh nghiep trong s so sanh vi cua san pham canh tranh. Gia
c nh ra tng xng vi chat lng cam nhan hoac re hn tng oi so vi gia cua oi
thu. Tc la ty so V
1
/P
1
V
2
/P
2
(1: san pham cua doanh nghiep; 2: san pham canh tranh
trc tiep). Chat lng cam nhan V
1
va V
2
c xac nh t nghien cu marketing.
u iem cua phng phap la: (1) tnh ti yeu to khach hang va oi thu khi nh gia;
(2) the hien t duy nh v san pham.

CH 7-5 Tai sao khi nh gia cho san pham, ngi ta thng phai tien hanh phan tch hoa von? Trong s
o phan tch hoa von, ng bieu dien chi ph co nh va chi ph bien oi co luon la mot ng thang?
Tai sao?
Phan tch hoa von la phan tch moi lien he gia lng ban, chi ph, doanh thu va li
nhuan. Phan tch hoa von co li ch:
Xac nh lng ban hoa von
Xac nh lng ban can thiet e at mot mc li nhuan mong i

CH 7-6 Trong phng phap nh gia theo chi ph tang them, nhng khach hang mua sau co the c
hng gia thap hn la nhng khach hang mua trc do khong phai chu chi ph co nh na. o la u
iem hay han che cua phng phap? Doanh nghiep co gap kho khan g khi nh gia theo phng phap
nay khong?
La u iem, v khi o doanh nghiep co the a ra cac mc gia khac nhau oi vi nhng
khach hang khac nhau nham phat trien th trng. Nhng doanh nghiep co gap kho khan
khi nh gia theo phng phap nay: (1) s khieu nai cua khach hang; (2) s au c cua
khach hang.

CH 7-7 Mot doanh nghiep nen s dung cach tiep can nao e nh gia: hng chi ph hay hng th
trng?
Nen s dung ket hp ca hai cach tiep can. Khi nh gia theo chi ph, neu gia o cao so vi
oi thu, doanh nghiep se kho ban, con neu gia o thap so vi oi thu, doanh nghiep co
the ban nhieu nhng mat c hoi kiem li. Neu gia tnh theo cach tiep can hng th
trng nho hn gia tnh theo cach tiep can hng chi ph, doanh nghiep se phai tm cach
cat giam chi ph hoac quyet nh khong san xuat mat hang o na.
Marketing c ban 29
Tuy vay, viec nh gia theo th trng oi hoi doanh nghiep phai thng xuyen theo
doi gia va cac thanh phan khac trong marketing-mix trong cac oi thu cung nh phai xac
nh c ng cau cua khach hang. ieu nay noi chung la kho hn nhieu so vi viec
xac nh chi ph cua doanh nghiep. Do o, viec nh gia can s dung ket hp ca hai cach
tiep can.

CH 7-8 Phan biet cac kieu nh gia sau ay: (a) nh gia tham nhap va nh gia ht vang; (b) nh gia
FOB, nh gia theo vung, nh gia ong van ph va nh gia hap thu chi ph van chuyen; va (c) nh gia
phan biet va khong phan biet.
}nh gIa F08 }nh gIa Ihao vung }nh gIa dong van ph }nh gIa hap Ihu rhI
ph van rhuyan
Mo ta 0ia duJc tinh bang gia
tai diem goc cong vJi
chi hi van chuyen tJi
dia diem can giao hang
0ia duJc tinh bang gia
tai diem goc cong vJi
chi hi van chuyen theo
tung vung dia ly
0ia duJc tinh bang gia
tai diem goc cong vJi
mot chi hi van chuyen
nhu nhau bat cha dia
diem giao hang
0ia duJc tinh bang gia
tai diem goc cong vJi
mot han chi hi van
chuyen tJi dia diem
giao hang
Tu duy ve ben
chiu chi hi van
chuyen
Ben mua Ben mua Ben ban Ca hai ben
Fham vi a
dung
Chi hi van chuyen tinh
cho 1 dJn vi san ham
tren gia ban la lJn
CF van chuyen tinh cho
1 dJn vi san ham tren
gia ban la lJn va doanh
nghie muon dJn gian
hoa thu tuc tinh gia
giao hang
Ty so giua CF van
chuyen tinh cho 1 dJn
vi san ham va gia ban
cua san ham la nho
hoac doanh nghie
muon tham nha thi
truJng J xa
Ty so giua CF van
chuyen tinh cho 1 dJn
vi san ham va gia ban
cua san ham la lJn va
doanh nghie muon
tham nha thi truJng J
xa

CH 7-9 So sanh cac chien lc nh gia tham nhap va ht vang (khai niem, u iem, pham vi ap dung).
TIau Ihur so sa nh }nh gIa Iham nhap }nh gIa hoI vang
Binh nghia Bat gia ban dau la tha cho san ham mJi Bat gia ban dau la cao cho san ham mJi
Muc dich 0ianh thi han lJn Kiem lJi nhuan cao tren moi san ham ban ra
uu diem Fhat trien doanh so va thi han nhanh
Thi han lJn se lam nan long cac doi thu
tiem nang muon gia nha thi truJng
Thu hoi von dau tu trong giai doan nghien
cuu va trien khai nhanh
0ia cao tao hinh anh chat luJng cao cho
san ham
Fham vi a dung Khach hang la nhay cam ve gia
So doi thu la nhieu
ThuJng hieu san ham chua noi tieng
Khach hang it nhay cam ve gia
So doi thu la it
ThuJng hieu san ham da co danh tieng

CH 7-10 Trnh bay cac hnh thc chiet khau va bt gia.
Sinh vien t nghien cu va tra li cau hoi nay.

CH 7-11 The nao la chien lc nh gia khuyen khch tieu thu?
Sinh vien t nghien cu va tra li cau hoi nay.

CH 7-12 Chnh sach nh gia FOB tai ni san xuat la he thong nh gia theo khu vc a ly duy nhat
Marketing c ban 30
am bao cong bang cho ngi mua. Hay bnh luan phat bieu tren.
Cong bang la cam giac co c khi phan thng nhan c tng xng vi nguon lc a
bo ra. nh gia FOB tai ni san xuat la kieu nh gia am bao cong bang cho ngi ban.
Con co cong bang vi ngi mua hay khong con phu thuoc vao cac e ngh ban cua oi
thu canh tranh. Neu mot ngi mua co the mua c cung san pham nh vay vi gia thap
hn (do chi ph van chuyen thap hn) t mot nha cung cap gan ho hn, ho se coi kieu
nh gia nay la khong cong bang.

CH 7-13 Hai sinh vien cung tra 3.000 ong e mua mot ong kem anh rang nh nhau. Sau o, mot
ngi than phien rang a tra qua at trong khi ngi kia th khong. Ly do cua s than phien nay la g?
Ly do la s khac biet gia gia tr ky vong va gia tr cam nhan t thc te s dung san pham
cua hai ngi nay la khac nhau. Gia tr = Chat lng / Gia.
Ngi th nhat: Gia tr cam nhan t thc te s dung = hoac > Gia tr ky vong
Ngi th hai: Gia tr cam nhan t thc te s dung < Gia tr ky vong
Th du, ngi th nhat cam nhan t s dung la kem anh rang nay tot (sach, lam trang
rang tot) va cho no mot gia tr cao, ngi th hai cam nhan t s dung la kem anh rang
nay khong tot (kha nang ngan nga sau rang kem, lam trang rang kem) va cho no mot
gia tr thap.

CH 7-14 Hay cho th du ve mot so cong ty ang thc hanh nh gia phan biet (hay nh gia linh hoat).
Trong nhng ieu kien nao th chien lc nay nen c s dung?
TD: Cac dch vu trong gi xe benh vien a ra mc gia trong gi xe may theo thi gian:
T 6h-18h: 1000/xe; T 18h-6h hom sau: 2000/xe.
Pham vi ap dung: Co nhng nhom khach hang khac nhau co ng cau khac nhau (phan
ng khac nhau oi vi gia va co nhng yeu cau khac nhau.

CH 7-15 The nao la nh gia phan biet va nh gia khong phan biet? Muc ch cua chnh sach gia phan
biet la g?
Muc ch cua chnh sach gia phan biet: at tong doanh thu cao nhat khi phuc vu mot th
trng gom nhieu nhom khach hang khac nhau.

CH 7-16 Khi nao th doanh nghiep chu ong tang gia? Nhng mat li va hai cua viec tang gia?
Sinh vien t tm hieu va tra li.

CH 7-17 Khi nao th doanh nghiep chu ong giam gia? Nhng mat li va hai cua viec giam gia?
Sinh vien t tm hieu va tra li.

CH 7-18 Mot mat hang c ban vi gia cao hn so vi gia canh tranh th co the oi pho vi s canh
tranh bang nhng cach nao?
ieu ma khach hang can la gia tr, ch khong phai la gia. Gia tr = Chat lng / Gia hay
Kha nang ap ng yeu cau / Gia. Co the oi pho bang cach:
Marketing c ban 31
Cung cap chat lng san pham hu hnh cao hn
Cung cap nhieu dch vu ho tr hn
Cung cap dch vu chat lng cao hn: bao hanh lau hn, bao hanh sieu toc, mot
oi mot trong thi gian au s dung

CH 7-19 Mot nha san xuat nho ban but bi cua mnh cho nha ban le vi gia 8.400/ta (12 chiec). Chi ph
san xuat bien oi la 500/chiec. Cac chi ph co nh bao gom chi ph san xuat, ban hang va quan ly
doanh nghiep ngoai tr chi ph quang cao la 19.200.000. Vay nha san xuat can ban bao nhieu ta e hoa
von neu chi ph cho chng trnh quang cao cua ho la 6.000.000. Chi ph quang cao c coi la chi ph
co nh.
AVC = 500 x 12 = 6.000 (/ta). P = 8.400/ta. TFC = 19.200.000 + 6.000 = 25.200.000
(/thang). Qhv = 25.200.000 / (8.400 6.000) = 10.500 (ta).

CH 7-20 Bai tap nh gia theo phng phap nh gia theo chi ph bnh quan cong phu gia
TFC = 60 ty ong/nam. AVC = 6 trieu ong/xe. Qmax = 80.000 san pham/nam. Tong nhu
cau th trng nam ti TQ = 800.000 xe. Th phan d bao s = 5%. Ty le phu gia tren chi
ph (ty le lai mong i tren chi ph) la m
C
= 20%.
a) Cmin = TFC/Qmax + AVC = (60.10
9
/(80.000)) + 6.10
6
= 6,75.10
6
(/xe)
b) Lng ban d bao Q = TQ.s = (800.000).(5%) = 40.000 (xe)
c) Gia ban d kien P = AC.(1 + m
C
). AC = (TFC/Q) + AVC = (60.10
9
/(40.000)) + 6.10
6
=
7,5.10
6
(/xe). P = (7,5.10
6
).(1 + 0,2) = 9.10
6
(/xe)
d) Li nhuan d kien = (P-AVC).Q TFC = (9 6).10
6
.(40.000) 60.10
9
= 60.10
9
()
e) Sinh vien t nghien cu va tra li cau hoi nay.

CH 7-21 Bai tap nh gia theo phng phap nh gia theo chi ph bien oi bnh quan cong phu gia
a) Gia ban d kien: P = AVC/(1 m
P
) = 6.10
6
/(1 2/3) = 9.10
6
(/xe)
b) e at li nhuan muc tieu
mt
= 60 ty ong, can ban c
9 9
6 6
60 10 60 10
40.000
9 10 6 10
mt
mt
TFC
Q
P AVC
+ +
= = =

(xe)
c) Sinh vien t nghien cu va tra li cau hoi nay.




0h0000 8
0h0h 8k0h Phk0 Ph0I
CH 8-1 Mot so ngi noi rang: "Thng mai la mua re ban at, va thc chat khong tao nen san pham
cho xa hoi. Bnh luan phat bieu tren.
Phat bieu tren ung, nhng co xu hng noi ve thng mai theo ngha tieu cc. Tren thc
te, nhng nha trung gian khong lam ra san pham hu hnh va luon mong muon mua re ba
Marketing c ban 32
at (bat c ai lam kinh doanh eu nh vay) nhng van tao ra nhng li ch cho nha san
xuat va ngi tieu dung (sinh vien t phat trien tiep tuc).

CH 8-2 Cho th du ve cac hnh thc phan phoi trc tiep cua mot cong ty. So sanh u nhc iem cua
kenh trc tiep va kenh gian tiep.
ac iem cua mot so kieu phan phoi trc tiep va gian tiep co the thay bang di ay.
8an Iu kho rua
nha san xuaI
6ua hang rua
nha san xuaI
8an hang Iu xa Lur Iuong ban
hang
kanh gIan IIap
CF co dinh Tha Cao Tha Cao tha, tuy
cach tra luJng
Tha
CF bien doi Tha Tha Tha Tha Cao tuy
cach tra luJng
Cao (nJ hai thu,
hoa hong cho nha
trung gian)
Su kiem soat cua
nha san xuat doi
vJi chat luJng
san ham, gia
va dich vu
Tot Tot Tot Tot Kem hJn
Kha nang bao
hu ve dia ly
Khong Kem hJn Tot hJn Kem hJn Tot hJn
Kha nang xay
dung hinh anh
thuJng hieu
Kem Tot Tot Tot Kem
Sinh vien t rut ra nhng ket luan ve u va nhc iem t bang tren.

CH 8-3 Cho th du ve cac nha san xuat a s dung cac kenh phan phoi 1 cap, 2 cap va 3 cap trong phan
phoi san pham tieu dung.
Sinh vien t nghien cu thc te va tra li cau hoi nay.

CH 8-4 So sanh cac chnh sach phan phoi rong rai, chon loc va oc quyen. Cho th du ve cac doanh
nghiep a ap dung nhng chnh sach nay.
FF rong raI FF rhon Ior FF dor quyan
So luJng nha trung gian
trong 1 khu vuc
Rat nhieu, khong han che hhieu, co han che Mot
T0 ve san ham Bot giat, nuJc uo ng Xe may, oto May vi tinh xach tay
T0 ve doanh nghie F&0 vh honda vh BM
uu diem Su hien dien cua sa n ham Su kiem soat chat luJng
dich vu va gia cua nha san
xuat tot hJn
Su kiem soat chat luJng
dich vu va gia cua nha san
xuat tot hJn
hha san xuat co duJc danh
tieng cua nha han hoi doc
quyen

CH 8-5 Trong mot khu vc a ly, mot nha san xuat a co mot so ai ly. No muon m them mot ai ly
na. Trong trng hp nao th no nen m them ai ly? Trng hp nao th khong nen? Hay giai thch.
Neu muc tieu la tang th phan nhanh th nha san xuat noi chung se khong han che so
lng cac ai ly. Quan iem chung la m cang nhieu cang tot.
Marketing c ban 33
Neu muc tieu la tang li nhuan th can xem xet doanh thu bien va chi ph bien
MR = Doanh thu cua NSX co c t viec m them ai ly = Doanh thu cua ai ly
oi vi cac san pham cua doanh nghiep
MC = Chi ph au t ban au cho ai ly/So nam quan he vi ai ly + Chi ph giao
nhan (van chuyen, xep d) + Chi ph tien lng cua nhan vien quan ly ai ly + Chi
ph lai vay do ai ly n NSX (phu thuoc vao chnh sach tn dung)
Neu MR > MC th nen m.

CH 8-6 Th trng OEM (Original Equipment Manufacturer) la g? Cho th du ve mot so san pham ma
he thong phan phoi co s dung th trng OEM.
Th trng OEM la nhng nha san xuat co mua cac phu tung, linh kien trc tiep t nhng
nha cung cap phu tung, linh kien e lap rap hay san xuat ra san pham cua ho.
TD:
BP ban dau nht Cong ty san xuat xe may ban dau nht mang ten hieu cua
nha san xuat xe may cho ngi tieu dung xe may.
Intel (NSX chp, bo mach vi tnh) FPT, CMS e lap rap may vi tnh Cac cong
ty kinh doanh may vi tnh Ngi tieu dung may vi tnh.
Microsoft ban he ieu hanh Windows XP cho cac cong ty san xuat may vi tnh
xach tay/e ban thng hieu IBM, Compaq, Toshiba, Sony Cac cong ty nay ban
may vi tnh xach tay a cai at he ieu hanh co ban quyen cho ngi tieu dung

CH 8-7 So sanh ac iem cua nhng loai hnh ban le sau: (1) ca hang chuyen doanh; (2) ca hang tong
hp; (3) ca hang tien dung; (4) sieu th; (5) may ban hang t ong; (6) ban hang trc tiep.
6h rhuyan
doanh
6h Iong hop 6h IIan dung 8Iau Ih} May ban hang
Iu dong
8an hang Irur
IIap
Co cua hang
hay khong
Co Co Co Co Khong Khong
Chung loai san
ham
t hhieu Cac san ham
tien dung
hhieu t, san ham
tieu dung
thuJng xuyen
Tu it den nhieu
Bac diem Ch Co nguJi huc
vu/tu huc vu
hon hJ nhieu
loai: sieu thi,
cac quay nho
Co nguJi huc
vu/tu huc vu
Tu huc vu, co
quay tinh tien
ta trung
May co he
thong na tien,
tinh tien, xuat
hang tu dong
hhan vien tie
can khach
hang tai nha,
cong sJ, diem
ta trung dong
nguJi
0ien tich Ch hho LJn hho TB, LJn Khong cua
hang
Khong cua
hang
CF co dinh Tha hJn Ch
tong hJ
Cao Tha hJn Ch
tong hJ
Cao Cao Cao hoac tha,
tuy cach tra
luJng
CF bien doi
tren 1 BvSF
Tha Tha Tha Tha Cao Tha hoac cao,
tuy cach tra
luJng

CH 8-8 Cac nha san xuat can la chon nhng kenh phan phoi co chi ph thap nhat. Ban co ong y vi
phat bieu nay khong? Hay giai thch s la chon cua ban.
Marketing c ban 34
Khong nhat thiet. Kenh phan phoi can am bao viec hoan thanh muc tieu cua doanh
nghiep. Neu muc tieu la co c hnh anh chat lng cao cua thng hieu, san pham can
co mat nhng iem ban sang trong. Neu muc tieu la th phan, doanh nghiep co the phan
phoi theo nhieu kenh khac nhau e am bao s bao phu rong hn ve a ly. Neu muc tieu
la li nhuan cao, doanh nghiep co the chon nhng kenh phan phoi co chi ph thap nhat
hoac chi ph trung bnh nhng am bao ty le doanh thu tren chi ph la cao.

CH 8-9 Chnh sach phan phoi rong rai co thch hp vi thoi quen mua sam cua ngi tieu dung oi vi
hang tien dung? vi hang mua co can nhac? Lieu chnh sach phan phoi rong rai co thch hp vi cac
mat hang cong nghiep?
Phan phoi rong rai thch hp vi hang tien dung. Ly do: ay la san pham mua vi tan suat
ln. oi vi san pham mua co can nhac (TD: xe may, o-to, o ien t, ien gia dung, o
go ), khach hang san long bo nhieu thi gian e tm hieu, so sanh va can nhieu dch vu
sau khi mua san pham, nen khong can phai phan phoi rong rai.
oi vi san pham cong nghiep, khach hang la cac doanh nghiep san xuat hoac cac to
chc phi li nhuan, so lng khach hang la t, viec mua trc tiep thng nhieu hn, nen
khong can phai phan phoi rong rai.

CH 8-10 Mot nha san xuat nen s dung chien lc d tr tap trung hn la phan tan. Neu d tr phan
tan, quy mo d tr moi iem co the nho hn, nhng chi ph van chuyen va nha kho se ln hn. Ban
co ong y vi phat bieu tren khong? Hay giai thch.
Khong hoan toan. Co the chi ph thap hn khi d tr tap trung, nhng kha nang ap ng
yeu cau giao hang nhanh cua khach hang se b han che.

CH 8-11 Tai sao ai dien cua nha san xuat co the tham nhap th trng nhanh hn va re hn la lc
lng ban hang cua nha san xuat?
ai dien cua NSX hay ai ly cua NSX (a manufacturers representative or agent) la
nhng cong ty thng mai oc lap, ng ra lam trung gian phan phoi san pham cho nhieu
NSX. Ho co: (1) kinh nghiem, hieu biet tot hn LLBH ve khu vc can phan phoi; (2) ho
hng hoa hong tren doanh thu, nen lam giam CP co nh cho NSX.

CH 8-12 Phan biet ban le va ban s. Cac quyet nh marketing cua nha ban le khac vi nha ban s nh
the nao?
TIau Ihur so sa nh hha ban Ia hha ban s
Chung loai san ham t tJi nhieu Chon loc de dam bao lJi nhuan
0ia ban Ty le lJi cao hJn Ty le lJi tha hJn de dam bao vong quay hang
ton kho
Bia diem hJi ta trung dong nguJi, chi hi thue
mat bang co the cao
hJi thuan tien cho xe tai ra vao, co mat bang
xe dJ, chi hi thue mat bang tha
Trung bay, trang tri, to chuc
trinh dien tai cua hang
Rat quan trong t quan trong
0uang cao hhieu hJn t hJn

Marketing c ban 35
CH 8-13 Chnh sach phan phoi rong rai co ve nh rat thch hp vi cac hang tieu dung co gia tr thap
va tan suat mua sam cao. Chnh sach nay co thch hp vi nhng san pham cong nghiep khong? Tai
sao?
Co the. Chnh sach nay co ap dung tot oi vi cac nguyen vat lieu va phu tung, nguyen
vat lieu phu va dch vu cong nghiep v viec mua sam nhng loai san pham nay co tan
suat tng oi cao va gia tr cua chung la thap oi vi khach hang cong nghiep.



0h0000 9
0h0h 8k0h I00 IE0 8k0
CH 9-1 Trnh bay quy trnh xay dng mot chng trnh truye n thong marketing.
Quy trnh xay dng mot chng trnh truyen thong marketing nhieu thanh phan gom 7
bc: (1) xac nh khan gia muc tieu; (2) xac nh muc tieu truyen thong; (3) thiet ke
thong iep; (4) la chon kenh truyen thong; (5) Xac nh tong chi ph truyen thong; (6)
Xac nh c cau truyen thong marketing; va (7) anh gia chng trnh truyen thong
marketing.

CH 9-2 Phan biet chien lc ay va chien lc keo. Viec s dung chien lc ay hay keo co anh hng
g en c cau cua hon hp truyen thong marketing?
Chien lc ay la chien lc truyen thong tac ong chu yeu ti cac nha trung gian. Chien
lc keo la chien lc truyen thong vi muc ch tac ong chu yeu ti ngi tieu dung.
Trong chien lc ay, cong cu truyen thong marketing c s dung nhieu la khuyen
mai nha trung gian va ban hang trc tiep. Trong chien lc keo, cong cu truyen thong
marketing c s dung nhieu la quang cao, khuyen mai ngi tieu dung, quan he cong
chung va marketing trc tiep.

CH 9-3 ac iem san pham co anh hng nh the nao en c cau cua hon hp truyen thong
marketing?
Neu san pham la san pham tieu dung, quang cao can c s dung nhieu hn la ban hang
trc tiep. Trong so 4 thanh phan truyen thong marketing la quang cao, khuyen mai, ban
hang trc tiep va quan he cong chung, th t u tien chi tieu oi vi san pham tieu dung
la: 1-quang cao, 2-khuyen mai, 3-ban hang trc tiep, 4-quan he cong chung.
Neu san pham la san pham cong nghiep, ban hang trc tiep can c s dung nhieu
hn la quang cao. . Trong so 4 thanh phan truyen thong marketing la quang cao, khuyen
mai, ban hang trc tiep va quan he cong chung, th t u tien chi tieu oi vi san pham
tieu dung la: 1-khuyen mai, 2-ban hang trc tiep, 3-quang cao, 4-quan he cong chung.

CH 9-4 Quang cao la g? So sanh u nhc iem cua quang cao vi ban hang trc tiep.
Quang cao la nhng hoat ong truyen thong khong mang tnh ca nhan, thong qua mot
Marketing c ban 36
phng tien truyen tin phai tra tien. Bang di ay so sanh u nhc iem cua quang cao
va ban hang trc tiep.
0u dIam rua quang rao 0u dIam rua ban hang Irur IIap
Fham vi bao hu rong
Chi hi tinh tren dau khan gia tha
Thong die chuan, hat la lai nhieu lan tao su quang
ba tot ve thuJng hieu
Rat tot doi vJi cac san ham gia tri tha, tieu dung
thuJng xuyen

Kha nang thuyet huc lJn hJn
Chon loc khan gia tot hJn
Thong die chao hang linh hoa t, thay doi tuy doi tuJng
Rat tot doi vJi cac san ham gia tri cao, san ham
cong nghie

CH 9-5 oi vi moi muc tieu quang cao di ay, hay tm mot th du minh hoa t cac quang cao tren
bao ch va truyen hnh: (1) Thong bao; (2) Thuyet phuc; (3) Nhac nh.
Sinh vien t nghien cu va tra li cau hoi nay.

CH 9-6 Nhng muc tieu cua mot chng trnh quang cao thay oi theo nhng giai oan trong chu ky
song cua san pham nh the nao?
Trong giai oan gii thieu, muc tieu chu yeu la thong bao, tc la lam cho khach hang
tiem nang biet ve loai san pham mi, tnh nang cong dung cua no, li ch cua no.
Trong giai oan tang trng, muc tieu chu yeu la thuyet phuc, tc la thuyet phuc
khach hang ve tnh u viet cua thng hieu c quang cao so vi nhng thng hieu
khac.
Trong giai oan bao hoa, neu doanh nghiep a co th phan ln va muon bao ve th
phan, muc tieu chu yeu la nhac nh, tc la nhac nhng ngi a mua san pham cua doanh
nghiep hay tiep tuc mua. Neu doanh nghiep ang co th phan nho va muon gianh them th
phan, muc tieu chu yeu la thuyet phuc, tc la thuyet phuc nhng ngi ang s dung san
pham canh tranh chuyen sang s dung san pham cua doanh nghiep.

CH 9-7 So sanh u nhc iem cua nhng phng tien quang cao sau ay: (1) bao; (2) tap ch; (3)
truyen hnh; (4) phat thanh; (5) quang cao ngoai tri.
Sinh vien t nghien cu va tra li cau hoi nay. Nhng thuoc tnh can so sanh la: tnh chon
loc khan gia, kha nang lu lai thong tin, pham vi bao phu, ac iem thong iep, chi ph
tnh tren 1000 khan gia.

CH 9-8 Khuyen mai la g? Neu nhng loai hnh khuyen mai ti ngi tieu dung va ti nha trung gian.
Nhng u nhc iem cua khuyen mai so vi quang cao.
Sinh vien t nghien cu va tra li cau hoi nay.

CH 9-9 Trnh bay quy trnh ban hang trc tiep cua mot nhan vien ban hang. Mot nhan vien ban hang
can co nhng ky nang nao e tr thanh mot ngi ban hang xuat sac?
Quy trnh ban hang trc tiep cua mot nhan vien ban hang gom 7 bc:
1. Tham do: xac nh danh sach cac khach hang trien vong u t cach
2. Tien tiep can: nghien cu ve ac iem cua cac khach hang trien vong u t cach
Marketing c ban 37
trc khi gap mat
3. Tiep can: nhng li noi ban au khi gap mat e chuan b cho bai thuyet trnh chao
hang.
4. Thuyet trnh ban hang: mo ta, phan tch nhng li ch ma san pham cua doanh
nghiep se mang lai cho khach hang. Trong buoi thuyet trnh, co the trnh dien cong
dung cua san pham cho khach hang xem luon.
5. Khac phuc cac phan oi: x ly nhng phan oi t pha khach hang nham thuyet
phuc c ho ve tnh u viet cua san pham cua doanh nghiep.
6. Ket thuc ban hang: noi li ket thuc nham dan ti viec at hang cua khach hang
7. Theo doi va duy tr: theo doi viec at hang va nhng s kien nay sinh sau khi
khach hang a at hang va s dung san pham cua doanh nghiep.

Mot nhan vien ban hang can co nhieu ky nang e tr thanh ngi ban hang xuat sac:
Ky nang chuyen mon: am hieu ve ac iem ky thuat cua san pham
Ky nang giao tiep: kha nang gay thien cam, ky nang thuyet trnh trc am ong,
ky nang lang nghe va tra li cac cau hoi
Ky nang am phan: co kien thc ve cac chien thuat am phan va van dung tot cac
chien thuat am phan vi oi tac nham at c nhng hp ong co li nhat.

CH 9-10 Hay giai thch xem ban hang trc tiep co the la thanh phan chnh trong hon hp xuc tien ban
oi vi moi trong so nhng san pham sau ay hay khong: (a) chat giat tay dang long; (b) dch vu ci;
(c) xe o-to con; (d) TV man hnh phang tuyet oi.
a. Khong. V ay la san pham tien dung, tieu dung thng xuyen.
b. Khong. V khach hang rat phan tan ve a ly, s dung lc lng ban hang th chi
ph se rat cao.
c. Xe o-to con. Co the, v khi xa hoi phat trien, khong ch c quan mi mua xe o-to
con.
d. TV man hnh phang tuyet oi. Khong, v TV la san pham tieu dung, no can s
dung quang cao va khuyen mai nhieu hn la ban hang trc tiep.

CH 9-11 So sanh u iem cua cac hnh thc tra lng co nh va tra lng theo hoa hong. Moi hnh
thc tra lng tren thch hp vi loai cong viec ban hang trc tiep nao?
Tra lng co nh tao s yen tam trong cong tac, trong khi tra lng theo hoa hong tao
ong lc e nhan vien tao ra doanh thu cho doanh nghiep. Hnh thc tra lng co nh ch
thch hp hn vi nhng cong viec khong trc tiep tao doanh thu. Hnh thc tra lng theo
hoa hong thch hp hn vi nhng cong viec trc tiep tao doanh thu.

CH 9-12 Nha quan tr ban hang lam the nao e anh gia c ket qua hoat ong cua cac nhan vien ban
hang trong viec kiem nhng n hang mi?
Tieu thc o lng: (1) so khach hang mi tren tong so khach hang c cham soc; (2)
doanh thu t nhng khach hang mi tren tong doanh thu co c t nhan vien.

Marketing c ban 38
CH 9-13 Cho th du ve mot so chng trnh quan he cong chung ma ban biet. Muc ch cua cac chng
trnh nay la g?
Sinh vien t nghien cu cac phng tien thong tin ai chung e tra li cau hoi nay.

CH 9-14 Li ch cua mot bai bao mang tnh ke chuyen ve Tong cong ty sa Viet Nam (Vinamilk) c
ang tai tren t Thi bao kinh te Viet nam bi mot phong vien cua bao co giong nh mot mau quang
cao ve nhng san pham cua doanh nghiep o tren cung t bao o khong? Hay giai thch.
Khong giong nhau. Bai bao do phong vien viet thuoc ve hoat ong quan he cong chung
(PR), trong khi mau quang cao la hoat ong quang cao cua doanh nghiep. Li ch cua bai
bao la: (1) c khan gia xem la khach quan hn; (2) de c tiep nhan bi ngi oc
hn. Li ch cua mau quang cao la: (1) thong tin ngan gon, co ong hn; (2) thi iem
c ang la hoan toan do doanh nghiep.

CH 9-15 Hay ghe tham va anh gia cac trang web cua mot so doanh nghiep trong lnh vc san pham
tieu dung va san pham cong nghiep. The nao la mot trang web tot? Hoat ong marketing qua trang
web nh the nao c coi la tot?
Mot trang web tot: So lt ngi xem/ngay ln, ieu nay phu thuoc vao
Noi dung thong tin: cap nhat, hap dan
Hnh thc trang web: ep, to chc sap xep cac thong tin khoa hoc, kha nang tm
kiem theo nhieu tieu thc khac nhau va cho ket qua nhanh
Toc o truy cap cao


Marketing c ban 39