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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
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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
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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