Bi 4: Marketing v mng li bn hng

BI 4: MARKETING V MNG LI BN HNG

Ni dung

Xy dng thng ip cho sn phm. Quyt nh gi c ca hng ha, dch v. Xy dng mng li phn phi hng ha, dch v. Cc hot ng h tr bn hng.

Hng dn hc

Mc tiu

Nghe ging v c ti liu nm bt cc ni dung chnh. Lm bi tp v luyn thi trc nghim theo yu cu ca tng bi. Lin h v ly cc v d trong thc t minh ha cho ni dung bi hc. Cp nht nhng thng tin v kinh t, x hi trn bo, i, tivi, mng internet v tc ng ca chng ti hot ng sn xut, kinh doanh ca cc doanh nghip.

Thi lng hc

6 tit

La chn mt thng ip r rng v ng tin cy cn c trn nhim v, mc tiu, s mnh ca doanh nghip. Bit cch t gi hp dn v a ra c nhng l do ng tin cy thuyt phc khch hng. La chn knh phn phi hp l, hiu qu. La chn c hnh thc, ni dung, i tng qung co. Bit cch t chc cc hot ng h tr bn hng khc nh: trng by, khuyn mi, dch v, t vn bn hng, cch bin khch hng thnh khch hng trung thnh

V1.0

73

Bi 4: Marketing v mng li bn hng

TNH HUNG KHI NG BI Tnh hung dn nhp : Thnh vng qua cnh tranh gi c ca Southwest Airlines Nhng nm gn y, nhng cuc chin tranh gi c ca cc hng hng khng mang li nhiu li ch cho hnh khch do gim gi v my bay nhng khng to ra c cc khch hng trung thnh hay li nhun n nh cho cc hng hng khng tham gia cnh tranh. Tht vy, gi thp v nhng chin lc gi khng hp l gy nn s suy thoi ca mt s hng hng khng (Eastern, Braniff) v buc mt s hng khc phi t di s bo h ph sn (TWA, Continental. America West). Trong tnh trng hn lon , t nht c mt hng vn ti hng khng Hoa K Southwest Airlines s dng yu t gi trong chng trnh marketing ca h gi c khch hng v to c li nhun. V c bn, Southwest cung cp nhng dch v khng kiu cch vi gi v thp cho hn 1.200 chuyn bay c ly ngn hng ngy gia 36 thnh ph trong khong 1/3 s tiu bang. Southwest trnh cnh tranh i u vi cc hng hng khng ln nht. Cng ty tp trung vo cc th trng m h nh gi l c qu t chuyn bay v gi v my bay tng i cao. Gi ca hng thp hn hn gi th trng, ch bng t 50% n 60% gi v trc y ca cc i th cnh tranh trn cng ng bay. Thng thng, s xm nhp ca Southwest Airlines vo mt th trng gy ra mt cuc chin gi c ko di. Do Southwest Airlines nhn mnh yu t gi thp, hng phi duy tr chi ph thp t li nhun. Vi tm nim , Hng c gng gi cho cc my bay hot ng cng nhiu cng tt. Lm nh vy, Hng s dng ti sn t tin nht ca h, phi i khong 125 my bay, vi hiu qu cao nht. V Southwest Airlines c gi gi bay ca my bay khong 11 gi mi ngy, so vi mc bnh qun ca ngnh l 8 gi. Mi khi my bay ca Southwest Airlines h cnh, n mt trung bnh 15 pht (mc bnh qun ca ngnh l 45 pht) chun b cho chuyn bay k tip. Hn na, gim chi ph hun luyn nhn vin v ph tng tn kho, hng ch s dng mt loi my bay Boeing 737. Mt cch khc Southwest Airlines kim sot chi ph l duy tr mt lc lng lm vic nng sut cao, do hng thng s dng mt thay v ba nhn vin n khch ln my bay. Nhng bin php nh vy gip cho Hng c chi ph hot ng thp nht ngnh, di 7 cents cho mi n v ch ngi c sn trong khi chi ph ca cc hng hng khng khc thng t 9 n 15 cents. Nhiu ngi cho rng s ct gim cc dch v c nh s khin cho khch hng khng gn b lu di vi Hng. Tuy nhin, nhiu khch hng ca Southwest Airlines li rt trung thnh. S trung thnh ny c c l nh vic cung cp dch v n nh, thng xuyn v ng gi kt hp vi gi v thp mang li nhng gi tr to ln i vi nhiu hnh khch i my bay. Southwest Airlines cng th hin s quan tm n cc hnh khch i my bay thng xuyn bng vic gi thip mng sinh nht v mi mt vi ngi trong s h d cc cuc phng vn nhng nhn vin mi ca Hng. V chin lc cnh tranh lu di, Southwest Airlines khng coi cc hng hng khng khc

74

v1.0

Bi 4: Marketing v mng li bn hng

l i th cnh tranh trc tip. Hng ch trng ci tin dch v v ct gim cc lng ph cnh tranh vi cc dch v vn chuyn khc c gi thp hn nh cc hng xe t nhn, dch v xe but lin tnh S liu thng k cho thy, s thm nhp ca Southwest Airlines c th thc y s pht trin th trng vn ti hng khng trong mt khu vc. V d nh s hnh khch bay gia Oakland v Ontario tng vt 123% trong qu u tin m Southwest bay gia hai thnh ph ny.

Cu hi 1. Hng Southwest phi lm g vi cc loi ph (nh nh ph, chi ph bin) c th kim sot c mc gi c ca mnh? 2. Li th no mang tnh ring bit ca hng Southwest? 3. Southwest s phi dng chin lc gi no nu khi cc hng hng khng khc cng bt chc vic gim gi cng nh cung cp cc dch v n gin, khng cu k?

V1.0

75

Bi 4: Marketing v mng li bn hng

4.1. 4.1.1.

Thng ip marketing Xy dng thng ip marketing

Cc hot ng marketing ni chung hay mt chin dch marketing ni ring thng tiu tn mt khon ngn sch ng k ca doanh nghip. Do bt c mt doanh nghip no cng lun cn nhc n hiu qu m n mang li, c bit l cc doanh nghip c tim lc ti chnh hn ch hoc nhng doanh nghip mi khi s. Mt chin dch marketing thnh cng, c sc sng lu di, c sc lan ta rng hay khng ph thuc vo nhiu yu t, mt trong nhng yu t l sc mnh ca thng ip marketing. Mt thng ip marketing mun thnh cng cn: Hi t ba yu t: cung cp thng tin r rng, li cun v c tnh thuyt phc. Phi trung thc, xc ng m khch hng c kh nng kim chng. Gp phn nh v sn phm, to c tnh cho thng hiu v hng n khch hng mc tiu.

C th thay i cho ph hp vi tng thi k, tng giai on pht trin ca doanh nghip v sn phm nhng khng nn thay i lin tc trnh nh mt c tnh ca sn phm. V d: Maxwell House Good to the last drop! Maxwell House Thm ngon n git cui cng!

4.1.1.1. Thng ip ngn gn, r rng v li cun

Rt nhiu chin dch tip th tht bi trong vic to c s ch v t hn na l chng khng c kh nng thuyt phc thu ht s phn hi ca khch hng. Cc thng ip n tng v thnh cng nht thng ngn gn nhng a ra mt hnh dung r rng v sn phm v li cun khch hng tim nng, khin h ch n thng ip sn phm hay dch v ca mnh hn ca i th cnh tranh. thng ip c hp dn v thuyt phc n cn tun theo cc yu t sau: Th hin trin vng ca doanh nghip i vi vn no . Ch ra rng vn rt quan trng, cn gii quyt v khng th tr hon. Nhn mnh l do doanh nghip bn l ngi duy nht c th gii quyt vn . Nhn mnh li ch khch hng s nhn c t gii php ca doanh nghip.

4.1.1.2. Thng ip trung thc, xc ng v thuyt phc

Khng ch cn s trung thc, thuyt phc khch hng v cht lng sn phm dch v v nhng u im ni tri so vi i th cnh tranh, thng ip marketing cn a ra nhng l do xc ng thuyt phc. Cc l do phi c th, khch hng c th kim chng hoc c kim chng bi mt t chc c lp, c uy tn th cng tt.
4.1.1.3. Khng nn thay i lin tc thng ip marketing

Thng ip marketing nn c la chn k lng v khng nn thay i lin tc. Nht l khi cc thng ip li khng lin quan n nhau v khng hng n cng
76
v1.0

Bi 4: Marketing v mng li bn hng

mc ch. S khng nht qun trong thng ip marketing s khin khch hng mc tiu xao lng, s lng khch hng trung thnh vi nhn hiu cng s gim st. Mt v d kh in hnh l trng hp ca Winston Cigarettes lin tc thay i thng ip marketing qua cc nm. S thay i khng c mc ch r rng v khng nht qun ny khin cho Winston mt dn th phn vo tay Marlboro lun kin nh mt thng ip duy nht Vng t Marlboro (Marlboro country). Mt khc, cng c nhng thng hiu thay i lin tc thng ip m vn gi v tr s 1 th gii nh Coca Cola. Tnh n nm 2010, trong lch s 124 nm tn ti v pht trin, Coca Cola 59 ln thay i thng ip ca mnh. Tuy nhin s thay i ny khng ng k, vn tp trung xy dng hnh nh v thng hiu Coca Cola nm ny qua nm khc. y l mt trong nhng l do gip Coca cola lun dn u trong th trng nc gii kht c ga.
Tnh hung: Vng t Marlboro v Thng ip ca Winston

Vng t Marlboro (Marlboro Country) gn vi hnh nh chng cao bi nam tnh v mnh m lun l thng ip nht qun Marlboro mun in su trong tm tr khch hng:

1955

1959

1968

1971

1976

1982

1986

1990

Qung co thuc l Marlboro qua cc nm Trong khi i th cnh tranh Winston ca h vn loay hoay i tm thng ip marketing cho sn phm. Thng ip ca h thay i lin tc v thiu s k tha cc gi tr qua tng nm. 1954: V Winston tuyt ho ca thuc l Winston tastes good like a cigarette should 1971: Winston v ti Winston and me 1971: Ngon gh cha How good is it 1971: Nu khng phi l Winston th chng nn ht na If it wasnt for Winston, I wouldnt smoke 1974: C nhiu l do ht Winston Theres a lot of good...between Winston and should 1974: Ti ht v ngon I smoke for taste 1979: Mu ln Big red 1979: Tt nht M Americas best 1985: n ng M Men on America 1985: V ch thc, n ng ch thc Real Taste, Real People
V1.0

77

Bi 4: Marketing v mng li bn hng

1989: V chin thng Winning taste

1956

1971

1974

1979

1985

Qung co thuc l Winston qua cc nm Kt qu l Winston ngy cng mt dn th phn v tay Marlboro trong khi Marlboro vn l thng hiu thuc l s mt th gii. 4.2. Quyt nh gi c

Quyt nh gi c l mt trong nhng quyt nh rt quan trng c nh hng trc tip n doanh s v li nhun ca cng ty. xc nh mc gi hng ha, dch v m doanh nghip cung ng ra th trng c nhiu cn c cn c xem xt nh sau: c im ca sn phm, dch v, c im ca th trng Gi thnh sn xut S lng cc i th cnh tranh v mc cnh tranh trn th trng Cn cn cung cu sn phm S khc bit ha sn phm Vng i ca sn phm Chin lc gi ca doanh nghip Mt s chin lc t gi thng c s dng s c trnh by di y. Tuy nhin, c mt iu cn ht sc ch l vic t gi sn phm trong giai on khi s c ngha c bit quan trng. Nu gi qu cao s c th khin sn phm cht yu v nh hng n hnh nh lu di ca doanh nghip. Phng php tip cn tng qut v nh gi cho rng: Gi m cng ty ra s nm khong no gia mt bn l gi qu thp khng c mt mc li no v mt bn l gi qu cao khng th c mt mc cu no. Ph tn ca sn phm s to thnh ci nn cho gi c. Nhng cm nhn ca ngi tiu dng v gi tr sn phm lp thnh cao. Cng ty phi xem xt gi ca i th cnh tranh, cng nhng yu t bn trong v bn ngoi khc tm ra mc gi ti u ca hai cc y. Cc cng ty gii quyt vic nh gi bng cch chn mt li tip cn tng qut da trn c s ca 3 loi cn nhc: nh gi da trn ph tn nh gi da trn ngi mua nh gi da vo cnh tranh
78
v1.0

Bi 4: Marketing v mng li bn hng

4.2.1.

nh gi da trn ph tn

Phng php nh gi s ng nht l cng thm vo ph tn mt mc li nhun mc tiu, ta c th dng cng thc: G=Z+m Trong : G l gi bn n v sn phm. Z l ph tn cho mt n v sn phm

m l li nhun mc tiu, m c th tnh theo % ca ph tn hoc % ca gi bn. Tuy nhin phng php ny khng tnh n nhu cu v cnh tranh trn th trng nn cng cn nhng nhc im nht nh. Thng th doanh nghip cung cp mt loi hng ha, dch v c quyn s nh gi theo cch ny v h c kh nng p t gi bn. Tuy nhin, th c quyn c th ch tn ti trong mt thi gian rt ngn, nu khng thay i kp th doanh nghip s ri vo tnh trng nh gi qu cao hoc qu thp. C hai tnh hung ny u khng c li.
4.2.1.2. nh gi da trn ngi mua

Ngy cng c nhiu cng ty nh gi da trn gi tr c cm nhn ca sn phm. H xem s cm nhn v gi tr ca ngi mua, ch khng phi ph tn ca ngi bn, l cha kha nh gi. H s dng nhng bin s phi gi trong phi thc marketing xy dng gi tr c cm nhn trong tm tr ngi mua. Gi c ra l t c ci gi tr cm nhn y. Cng ty s dng li nh gi theo gi tr cm nhn phi thit lp c gi tr trong ngh ca ngi mua trong s tng quan vi cc sn phm cnh tranh khc.
4.2.1.3. nh gi da vo cnh tranh

nh gi theo thi gi Khi nh gi theo thi gi cng ty cn c ch yu vo gi ca i th cnh tranh, t ch trng n ph tn hay sc cu. Cng ty c th nh gi bng, cao hn hay thp hn i th cnh tranh chnh, cc cng ty nh th lm theo hng ng u. Vic nh gi theo thi gi rt ph bin, ni no m co gin ca sc cu kh o lng c th gi thnh hnh tiu biu cho tr tu tp th ca c ngnh s to ra c mt mc doanh thu tha ng. nh gi theo thi gi s bo ton c s ha hp ca c ngnh. nh gi u thu nh gi da trn s cnh tranh cng chi phi cc doanh nghip u thu nhn vic. Doanh nghip nh gi da trn nhng i th cnh tranh v nu mun ginh c hp ng th phi nh gi thp hn cc doanh nghip khc. Cng ty khng th nh gi thp hn ph tn m khng phng hi n v tr ca mnh. Nhng cng nh gi cao hn ph tn, c may t c hp ng ca doanh nghip cng t i. H qu thun ca hai sc ko tri ngc nhau ny c th c miu t bng thut ng li nhun d kin ca mt cuc u thu c th no . S dng li nhun d kin nh mt tiu chun gi l iu c ngha i vi cng ty ln ang thc hin nhiu cuc u thu.
79

V1.0

Bi 4: Marketing v mng li bn hng

4.2.2.

Cc chin lc nh gi sn phm mi

4.2.2.1. t gi ht vng

Nhiu cng ty c pht minh c sn phm mi nh gi cao ban u thu c t sut li nhun ln trn mi n v sn phm. V gi cao nn s ngi mua khng nhiu, cng ty dn dn gim gi xung c thm khch hng mi. Vic nh gi ht vng vt th trng ch c ngha trong nhng iu kin nh s lng ngi mua c mc cu hin ti cao; ph tn trn mi n v sn phm khi sn xut vi khi lng nh, khng qu cao n lm trit tiu li th ca vic ra mc gi m khch s chp nhn. Khi phn khc th trng ny c tha mn, gi s c gim dn tha mn cc phn khc khc nhy cm hn v gi. Khi doanh nghip c k hoch trin khai mt sn phm mi do m phng s phi xc nh v tr sn phm ca mnh (nh v sn phm). Doanh nghip phi quyt nh v tr cht lng v gi c ca sn phm y. Hnh 4.1 trnh by 9 chin lc c th c v cht lng v gi.
Gi Chin lc sn phm Cao Trung bnh Thp Cao 1. Chin lc siu phm 4. Chin lc bn mc 7. Chin lc bn gi ct c Trung bnh 2. Chin lc thm nhp 5. Chin lc trung bnh 8. Chin lc trung bnh thp Thp 3. Chin lc gi tr tuyt ho 6. Chin lc gi tr Kh 9. Chin lc gi tr thp

Hnh 4.1: Chin lc phi hp gi c v cht lng

Nu doanh nghip ng u th trng hin thi chim lnh 1 qua vic a ra sn phm ho hng v ra mc gi cao nht, th doanh nghip mi gia nhp, c th thch trin khai mt trong s nhng chin lc khc. Doanh nghip mi y c th thit k mt sn phm c cht lng cao v ra gi trung bnh ( 2) thit k mt sn phm cht lng trung bnh v ra mt mc gi trung bnh ( 5)... D doanh nghip nh s dng chin lc g cng phi xem xt qui m v tc tng trng th trng trong mi v cc i th cnh tranh c bit.
4.2.2.2 t gi cnh tranh

Gi c ca i th cnh tranh v phn ng ca cc i th v gi nh hng khng nh n vic nh gi ca doanh nghip. Ngi tiu dng nh gi v gi tr v gi c ca mt sn phm da trn nhng gi c v gi tr ca sn phm tng ng. Do , chin lc nh gi ca doanh nghip cng c th nh hng n s cnh tranh. Mt chin lc gi cao, mc li cao, c th thu ht s cnh tranh, trong khi mt chin lc gi thp, mc li thp c th lm nn lng cc i th cnh tranh hay lm h rt lui khi th trng. t gi cnh tranh, doanh nghip cn bit gi c v cht lng ca i th. iu ny c th thc hin c bng nhiu cch nh:
80

C ngi i kho gi v so snh cc sn phm ca pha cnh tranh

v1.0

Bi 4: Marketing v mng li bn hng

Tm kim bng gi ca i th, tm mua thit b ca h v phn tch

Tm hiu cm nhn ca ngi mua v gi c v cht lng sn phm ca i th cnh tranh. Mt khi doanh nghip bit r gi c v cng hin ca cc i th cnh tranh, doanh nghip c th s dng n nh mt im nh hng cho vic nh gi ca mnh. Tuy nhin, doanh nghip phi thc c rng cc i th cnh tranh cng c th thay i gi ca h i li vi gi ca mnh. V c bn, doanh nghip s s dng nh v sn phm ca mnh tng quan vi sn phm ca i th cnh tranh.Cch t gi ny tng i ph bin v an ton nhng hiu qu khng cao do t c kh nng cnh tranh vi cc sn phm cng loi.
4.2.2.3 t gi thm nhp th trng

t gi thm nhp th trng l t gi thp hn gi ca i th cnh tranh. Chin lc ny gip cng ty t mc tiu m rng th phn, ngn cn s tham gia vo th trng ca i th mi v to ra mt th trng tiu dng sn phm ln hn. Cch t gi ny thng c p dng vi iu kin: Th trng rt nhy cm vi gi c v gi thp s kch thch sc tng trng ca th trng nhiu hn na. Chi ph sn xut v phn phi ngy cng gim do ci tin v tch ly c nhiu kinh nghim.

Do gi thp, gim bt c cnh tranh thc t v tim tng v i th khng thy hp dn khi li nhun t. Tm li l chin lc ny ch c th p dng nu doanh nghip c th sn xut v cung ng sn phm vi gi thnh thp hn i th cnh tranh. i vi nhng ngnh m gi tr gia tng trong sn phm thp th kh p dng i vi nhng doanh nghip nh, doanh nghip mi ra nhp do tnh kinh t nh quy m.
4.2.2.4 Cch t gi mi nh

i khi doanh nghip cng nn s dng cch t gi ny. C nhng sn phm c dng km theo vi sn phm chnh, ban u gi ca sn phm c nh mc thp nhng li tnh gi cao cho ph tng thay th hoc nguyn liu cn c s dng sn phm. V d: li dao co dng vi dao co ru, phim dng cho my nh. Cc nh sn xut nhng sn phm chnh (dao co ru, my nh) thng nh gi chng thp v dn mc li cao cho nhng sn phm i km. Kodak nh gi my nh ca mnh thp v h thu c li nhun cao t vic bn phim. Cc nh sn xut my nh m khng bn phim th phi nh gi my cao hn t li nhun mc tiu.
4.2.2.5 Cch lm gi hp dn hn

y ngi bn khng ch lu tm n vn kinh t m cn n kha cnh tm l hc ca gi c na. Hy xem cch hng Apple nh gi cho sn phm iPhone con cng ca mnh. Ti M, s hu mt in thoi iPhone 3GS 16GB khch hng phi tr 1 ln 600 la M. Tuy nhin, Hng cng a ra mt mc gi khc v mt hnh thc thanh ton khc hp dn hn nhiu. Nu k hp ng thu bao, khch hng phi thanh ton ngay 199 la tin my v cc ph dch v thp nht l 70 la/thng.
V1.0

81

Bi 4: Marketing v mng li bn hng

Nh vy khch hng s c cm gic gi my iPhone r hn rt nhiu v mc gi cha n 200 la, cn cc dch v hng thng 70 la cng khng ng k g. Tuy nhin, theo cch tnh gi ny, tng chi ph m khch hng phi b ra s hu mt chic in thoi iPhone ln n 1.880 la M (cc ph dch v c tnh cho 2 nm). Cch nh gi l hoc tch thnh nhiu phn c th khin ngi mua c cm gic c mua vi gi r hn v hi lng hn. Do , doanh nghip c th tng s lng khch hng ng thi khin khch hng tng khi lng hng mua v gip h cm thy tha mn hn vi hng ha mua c. l c s doanh nghip c th tng tng doanh thu v li nhun.
Tnh hung: L thuyt Sashimi hay chin lc nh gi ht vng ca Samsung

Tivi LED Samsung Dng sn phm tivi tt nht ca Samsung hin nay Khng hong ti chnh Chu nhng nm 1996 1997 dn n s sp hng lot cc chaelbol (tp on) Hn quc, trong c Samsung. Ngi c cng u vc dy Samsung l Yun Jong Yong Tng Gim c iu hnh kim Ph ch tch. Khng ch mnh tay sa thi 1/3 s lng cng nhn (tng ng 24.000 ngi) v thay mt na s nh qun tr cp cao, Yun cn bn mt lot ti sn tha tr gi 1,9 t USD, t my bay ring cho quan chc cao cp n nguyn mt nh my sn xut bn dn. ng cng bn i 16 nh my khc hot ng khng hiu qu hoc khng l th mnh ca Samsung nh nh my sn xut nc p tri cy, my nhn tin, my ra bt ng thi ng cng ct gim khong 50% chi ph cc loi. iu ny gip Samsung ci thin tnh hnh ti chnh v c kh nng u t cho nhng tng kinh doanh mi hiu qu hn. V hot ng kinh doanh, Yun nhn thy in t trong k nguyn hoa hc v cng ngh pht trin nhanh nh hin nay cng lu trong kho th gi bn cng thp. Yun a ra l thuyt Sashimi (ly theo tn mt mn c ca Nht). Khi mi c bt v em ra ch bn, c c bn vi gi cao cho nhng nh hng danh ting; hm sau, s c c bn vi gi ch cn mt na cho cc nh hng hng trung; hm sau na, gi c ch cn v c bn cho cc nh hng loi thng. Sau Yun ni m c thnh c kh ri. Samsung lun tm cch tung ra dng sn phm mi trc i th v thay th lin tc bng cc sn phm tt hn. Ch khi mi c th bn c gi cao nht. Trung bnh, c 5 thng Samsung tung ra mt dng sn phm mi thay v t 12 18 thng nh cc i th cnh tranh. Yun cng th hin kh nng d bo khi nh mnh vo dng sn phm k thut cao phc v cho gii tr ngy cng am m chi k thut s. Thnh cng ca chin lc ny gip Samsung v Yun Jong Yong ni ting ton cu. Nm 2003, Samsung t li nhun 5 t USD trn tng doanh thu 36 t USD. Cng trong nm 2003, Samsung c Business Week xp l nhn hiu th 25 trn th gii v c Interbrand nh gi thng hiu vo khong 10,8 t USD. 4.3. 4.3.1. T chc mng li phn phi Phn phi trc tip

y l phng thc phn phi m nh sn xut phn phi thng sn phm ti tay ngi tiu dng. Phng thc ny ph hp vi cc doanh nghip m hng ha sn xut ra vi s lng nht nh, hng ha c tiu th trn mt a bn tng i hp hoc hng ha c sn xut n chic. Cng do c im ca sn phm m cc
82
v1.0

Bi 4: Marketing v mng li bn hng

doanh nghip dch v cng phi t chc knh tiu th trc tip. Vi phng thc phn phi ny doanh nghip c th kim sot rt tt cht lng sn phm v hnh nh ca mnh nhng kh c kh nng tng quy m sn xut hay m rng knh tiu th.
4.3.2. Phn phi qua ngi bn l

Doanh nghip bn hng cho ngi bn l v ngi bn l tip tc phn phi trc tip ti tay ngi tiu dng. Phng thc ny thng thch hp vi cc loi hng ha tiu dng, c sn xut hng lot vi mt s lng ln v tiu th trn mt a bn rng.
4.3.3. Phn phi qua ngi bn bun

Vi phng thc ny, doanh nghip bn hng cho ngi bn bun h tip tc bn hng cho ngi bn l trc khi phn phi ti tay ngi tiu dng. Phng thc ny thch hp vi cc mt hng c sn xut vi s lng rt ln, a bn tiu th rt rng, c bit l vi nhng mt hng a dng v chng loi. Cc doanh nghip cng c th phi hp hai hay ba phng thc phn phi mt lc nu thy cn thit nhm tng hiu qu ca knh phn phi.
4.4. 4.4.1. Cc hot ng h tr bn hng Qung co

4.4.1.1. Qung co doanh nghip hay qung co sn phm?

Qung co l hnh thc tuyn truyn, gii thiu thng tin v sn phm, dch v, cng ty hay tng nhm tc ng ti hnh vi, thi quen mua hng ca khch hng bng cch cung cp nhng thng ip v sn phm, dch v. Trong cc loi hnh truyn thng marketing nh khuyn mi, quan h cng chng, bn hng c nhn, tip th trc tip, t chc s kin, truyn thng ti im bn hng, truyn thng in t c th ni qung co l hnh thc truyn thng marketing hiu qu nht. Doanh nghip c th la chn qung co chnh doanh nghip thay v n lc qung co cho tng sn phm mnh c. Khi qung co nh vy s dn to dng nim tin ca khch hng i vi doanh nghip ni chung v l mt s bo m v ngun gc v cht lng hng ha, dch v. Chng hn, Metro lun khin khch hng c n tng v gi bn r v cht lng hng ha tt, Coca Cola l s la chn s mt i vi ung khng cn c ga Ngc li, mt s doanh nghip li la chn qung co sn phm, thng hiu thay v qung co cho doanh nghip. c bit cc doanh nghip tham gia kinh doanh trong nhiu ngnh ngh khc nhau thng la chn cch thc qung co ny. Chng hn Unilever kinh doanh nhiu ngnh hng khc nhau hng ti cc i tng khc nhau cng la chn qung co thng hiu sn phm. Nu ch qung co doanh nghip, c th khch hng s c nhng lin tng khng tch cc khi bit nh sn xut loi m phm Dove, Ponds, Rexona; du gi Sunsilk; kem nh rng Close-up, PS; x bng Lifebuoy, Lux cng ng thi sn xut x phng git Omo, Viso; nc x vi Comfort; nc ra chn Sunlight; tr ti Lipton v gia v Knorr.

V1.0

83

Bi 4: Marketing v mng li bn hng

Cc sn phm i din cho 6 nhn hiu ca Vinamilk

Tuy nhin, cng c nhng doanh nghip qung co ng thi doanh nghip v cc sn phm m n sn xut. V d nh Tp on Vinamilk khng ch qung co cho hnh nh Vinamilk Nim tin Vit nam m ng thi cng qung co cho 6 nhn hiu: Vinamilk (sa ti, sa chua n, sa chua ung, sa chua men sng, kem v ph mai); Dielac (dnh cho b m, tr em, ngi ln); Redielac (dnh cho tr em, ngi ln); Vfresh (sa u nnh, nc p tri cy, Smoothie, Sm b ao); Vinamilk caf (caf ha tan, caf rang xay, caf ung lin) v hai loi sa c l ng th v Ngi sao Phng Nam.
4.4.1.2. Qung co bng n phm

Cc hnh thc qung co bng n phm nh bo, tp ch kh a dng bn la chn. Doanh nghip c th chn theo bo ngy, tun theo cc tp ch chuyn ngnh hng tun, hng thng. Nu doanh nghip d kin khch hng mc tiu theo v tr a l, cc bo a phng c th l c hi ph hp qung co sn phm ca doanh nghip mnh. Chi ph qung co trn bo, tp ch kh t v vy khi quyt nh qung co trn bo, tp ch doanh nghip cn c s cn nhc k lng v chi ph v li ch thu c. Trc ht, doanh nghip cn tham kho chi ph qung co trn mt s u bo, tp ch mnh quan tm. Cc thng tin ny c th c ng ti trn trang web ca t bo hoc c cung cp bi b phn chuyn trch. ng thi doanh nghip cng cn cn nhc la chn nhng t bo, tp ch c c gi l khch hng tim nng ca sn phm, dch v hay nhng t bo, tp ch c c gi rng khp. Thng nhng t bo hng n mt nhm c gi nht nh s c chi ph hp l hn v hiu qu hn i vi doanh nghip.
4.4.1.3. Qung co trn i pht thanh, truyn hnh

Qung co trn i pht thanh l s la chn tuyt vi i vi mt s sn phm do nh qung co c th la chn chng trnh v knh ph hp vi nhm thnh gi mc tiu. u im ca qung co trn i pht thanh l chi ph thp, c th qung co vi tn sut cao. Tuy nhin, hnh thc qung co ny thng ch nhm n i tng l nhng ngi i xe hi v nhng ni cng cng. Do tc dng ca qung co trn i pht thanh l tng i hn ch. Thng th nhng qung co trn i pht thanh mang tnh tuyn truyn v sn phm dch v th tt hn l thnh gi ghi nh mt s in thoi hay mt a ch c th.
v1.0

84

Bi 4: Marketing v mng li bn hng

Qung co trn truyn hnh cn c nhiu u im v m thanh, hnh nh, c kh nng truyn ti mt cch sng ng nhng tnh nng, tc dng ca sn phm. Qung co trn truyn hnh cng c th tip cn nhiu i tng khn gi khc nhau. Tuy nhin, khi la chn hnh thc qung co ny doanh nghip cn cn nhc vn chi ph, bao gm c chi ph sn xut on phim qung co v chi ph pht sng vi mt tn sut nht nh. Do nu tim lc ti chnh khng di do th khng nn s dng hnh thc qung co ny.

4.4.1.4. Qung co ngoi tri

Qung co Pepsi v Nescaf

Qung co kem nh rng Formula

Qung co ngoi tri l mt hnh thc qung co ngy cng ph bin v ph hp cc doanh nghip c kh nng ti chnh khc nhau. C rt nhiu hnh thc qung co ngoi tri nh: bng bin qung co ngoi tri, trn cc phng tin giao thng cng cng (bus, taxi, tu in ngm), trn nh ch xe bus, ga tu vit ch bng kh trn nn tri bng my bay chuyn dng. Phng php qung co vit ch trn nn tri thu ht rt nhiu khn gi kh ph bin ti cc nc pht trin nhng vn cn mi m ti Vit Nam. Chi ph doanh nghip phi b ra ty thuc vo hnh thc qung co, a im t qung co, ln, tn sut ca qung co Do hnh thc ny cng thch hp vi cc doanh nghip mi khi s.
4.4.1.5. Qung co trc tuyn

Cc hnh thc qung co c trnh by trn c coi l cc hnh thc qung co mang tnh truyn thng. Cc hnh thc ny v ang l nhng hnh thc hiu qu nhng s rt kh trong mt x hi bng n thng tin nh hin nay. Hng triu khch hng tim nng khng c thi gian c bo v xem tivi nhng c th dnh hng chc ting mi ngy lt web. Hin th cc qung co trn cc trang mc tiu dn ng lin kt ti trang web ca mnh. Dch v qung co bng cch u gi t kha qung co ca cng c tm kim Google Adwords v Yahoo Overture nh hng ng trng tm ngi tm thng tin. Ngoi ra dch v qung co theo gi bn tin trc tuyn cho cc c nhn ng k nhn tin cng ngy cng tr nn ph bin hn ti Vit Nam do mc chi ph ph hp. Do , qung co trc tuyn l mt xu hng tt yu. Nhng hnh thc qung co trc tuyn c bn nh: o Thng qua cc cng c tm kim: Khi ngi s dng Internet g mt t kha (keyword) c mua bi mt nhn hng, trang web ca nhn hng s hin ra trong nm kt qu u tin tm thy. T c hi khch hng gh thm, nm thng tin v mun mua sn phm hoc dch v s tng ln. o t logo hoc banner ti cc website c lng ngi truy cp ln, trong c nhiu i tng ph hp vi khch hng tim nng ca sn phm.
85

V1.0

Bi 4: Marketing v mng li bn hng o

Thng qua h thng email: Nhng h thng mail ln nh Yahoo hay MSN u c gi qung co ny nn cc doanh nghip c th gi thng tin n hng lot email trong h thng vi chi ph r. Tuy nhin, hnh thc ny ang gy phn cm khi tnh trng th rc ngy cng trn lan.

4.4.1.6. Qung co phi hp

C hai hnh thc qung co phi hp l Co-op Advertising v Co-Branding Advertising tm dch l qung co phi hp cng ty v qung co phi hp thng hiu. Hnh thc qung co phi hp cng ty l hnh thc qung co phi hp vi mt doanh nghip khc bng cch tr mt khon tin nht nh h thm vo mu qung co ni dung ca mnh hoc doanh nghip thm vo ni dung qung co ca h. Hnh thc qung co phi hp thng hiu c th v d nh khi mua qun o ti mt hng thi trang, bn c tng phiu massage min ph, khi v xem phim ng thi l phiu gim gi ti mt tim pizza Qung co c nhiu hn vi chi ph thp hn l u im ni bt nht ca hai hnh thc qung co ny. Do , n rt thch hp vi nhng doanh nghip mi khi nghip ang eo hp v ti chnh.
4.4.1.7. Cc hnh thc qung co khc

Qung co trn phng tin phi truyn thng: T cc nhn decal c hnh dnh trn qu trong siu th n bt hoc vn phng phm c in li gii thiu sn phm, cng ty bn. y l ni bn th hin sc sng to ca mnh. Trin lm v dp gii thiu sn phm: Cc cuc trin lm thng mi hoc hng tiu dng, v cc hi ngh gii thiu sn phm cho cc khch hng tim nng. i vi nh sn xut v nh phn phi, gi trng by sn phm qung co ti cc quy bn l gip sn phm ni bt hn cc sn phm trng by trn gi. Quan h cng chng: C nhiu hnh thc quan h cng chng nh quan h truyn thng, t chc cc s kin c bit, khuch trng... Cc chin lc chi ph thp gm bi vit cho cc bo hoc trang web mc tiu v vic tham gia nhm tho lun c nhiu thnh gi ph hp.

4.4.2.

Trng by

4.4.2.1. T chc ca hng

Vic t chc ca hng v trng by hng ha khng ch to nn hnh nh c trng cho doanh nghip, cho sn phm m cn gp phn quan trng trong vic to n tng tt cho khch hng v to thun li cho vic mua hng. Ca hng, phng trng by v gii thiu sn phm nu c ch trng ng mc ngay t thit k n mu sc, nh sng, m thanh, mi thm s l khng gian tt nht chinh phc khch hng.
86
v1.0

Bi 4: Marketing v mng li bn hng

T chc ca hng bao gm cc cng vic sau: o Thit k khng gian chung ca ca hng i hi s sng to to nn sc hp dn thu ht khch hng. Sng to cng nhm mc ch to s khc bit vi cch trng by, bi tr ca hng ca i th cnh tranh. Tuy nhin cn ch rng s sng to cn c gii hn trong mt ch nht nh. Cc mu sc, hnh khi cn truyn ti mt thng ip thng nht n khch hng. o Trng by bn ngoi ca hng hay trng by ti ca s: c th t quan trng hn i vi cc khch hng thn thit nhng li l yu t quan trng nht thu ht cc khch hng mi. Vic trng by bn ngoi ny phi gy c n tng mnh i vi nhm khch hng mc tiu ca doanh nghip. Theo kt qu nghin cu c cng b thng 11/2008 ca Ogilvy Action trn 6000 ngi tiu dng M, 24% khch mua hng ngu nhin b hp dn bi cch trng by bn ngoi ca hng. Do , vic khng quan tm ti hnh nh ca ca hng t pha ngoi ng ngha vi vic t chi s lng khch hng mi ca doanh nghip. o Trng by bn trong cn c phn theo khu vc, mi khu vc l mt hoc mt s nhm sn phm c lin quan n nhau. Vic phn loi hng ha ny phi c thc hin t trc khi trng by, mang tnh logic v c tnh ton n thi quen mua sm ca khch hng. Thng thng, c 3 khu vc trng by l trn k, trn sn v xung quanh khu vc tnh tin. Nguyn tc trng by l: Trnh rm r, chi tit khin khch hng mt tp trung vo sn phm; n chiu sng phi c thit k hp l, c ch ch r rng v va ; S lng cc loi k, t, so, mc nn va v cng chng loi; Khng by qu nhiu ln k, t, so, mc, cc hng d tr nn khu vc ring; Tnh ton cao va phi sao cho khch hng c th bao qut c ton b ca hng v hng ha khng che khut ln nhau; Nu c th, nn s dng mt s thit b chuyn dng trng by cc loi hng ha khc nhau.

Bn trong ca hng thi trang o

Ca hng The Body Shop

Sp xp hng ha trong t, trn k cng rt quan trng nhng thng b b qua. Hng ha c th tng gi tr v tr nn long lanh, hp dn hn nu c by trang trng trong t hoc trn k. V tr l tng thng trng by nhng mt hng c sc, l im nhn ca c nhm hng. V tr ny thng ngang tm mt khch hng, nm trong khong 15o 30o xung di hoc k th 3 t di ln. Cc loi hng ha tng trn cng hoc di cng ca k thng t c ch hn.

4.4.2.2. Khc bit ha bng mu sc

Khch hng b thu ht thng qua s tc ng vo cc gic quan, c bit l thng qua th gic. Olivier Guillemin, Gim c Hip hi v mu sc thng mi ca Php ni
V1.0

87

Bi 4: Marketing v mng li bn hng

quy t nhng chuyn gia v m hc trong cng nghip v cc nhm thit k ng dng cho phong cch sng ng i, tng ni: Mu sc l mt yu t mang mt ngha xc cm th gic quan trng nht trn mi sn phm c mt trn th trng. Ni rng ra, mu sc ca sn phm v cc yu t khc c lin quan n sn phm chnh l thng ip u tin m sn phm mun chuyn ti n khch hng v l iu u tin m khch hng cm nhn c. V mu, c 6 mu c bn l , cam, vng, xanh l cy, xanh dng, tm; cng vi 3 mu trung tnh l en, trng, nu. Khi la chn mu cn nh ba iu. Th nht, nn chn mt mu r rng, d nhn bit, d miu t, d ghi nh. Th hai, mi mu, theo thi gian mang nhng thng ip ring v khng nn i ngc li nhng ngha ca mu sc c tha nhn mt cch rng ri.

Th ba, mu sc gn lin vi c trng ca sn phm v cm nhn ca khch hng v sn phm. Mu sc gn vi sn phm cng nn c cn nhc k lng v ngay t ban u. Mt v d in hnh l ngh n Coca Cola ngi ta lun hnh dung mt mu trn ngp tm tr. n gin bi mu sc ny gn vi Coca Cola hng trm nm nay v l mt trong nhng l do khin Coca Cola vn lun chin thng i th truyn kip Pepsi. Mu xanh dng ca Pepsi mi c s dng gn y v bin mu ny thnh gam mu Pepsi, hng tn khng t tin ca. Nm 1996, Pepsi chi ra mt s tin khng nh sn li 20 t v lon, 500.000 my bn hng t ng v 30.000 xe ti giao hng thnh mu xanh bin. V cng chnh l l do doanh nghip nghim tc la chn mu sc cho sn phm ca mnh nu khng mun phi lm cng vic tng t nh Pepsi.
4.4.3. Khuyn mi

4.4.3.1. nh ngha

Theo Lut Thng mi 2005 ca Vit Nam ti iu 88: khuyn mi l hot ng xc tin thng mi ca thng nhn nhm xc tin vic mua bn hng ho, cung ng dch v bng cch dnh cho khch hng nhng li ch nht nh. Khuyn mi c ngha l khuyn khch ngi tiu dng mua hng ha, dch v m doanh nghip sn xut hoc phn phi nhm kch cu tiu dng. Ngoi ra, khuyn mi cng cn nhm mc ch qung b thng hiu sn phm hoc doanh nghip.
4.4.3.2. Cc hnh thc khuyn mi

Theo Lut Thng mi 2005 ca Vit Nam, cc hnh thc khuyn mi bao gm: Dng th hng mu min ph: a hng ho mu, cung ng dch v mu khch hng dng th khng phi tr tin. Tng qu: Tng hng ho cho khch hng, cung ng dch v khng thu tin. Gim gi: Bn hng, cung ng dch v vi gi thp hn gi bn hng, gi cung ng dch v trc , c p dng trong thi gian khuyn mi ng k hoc thng bo. Tng phiu mua hng: Bn hng, cung ng dch v c km theo phiu mua hng, phiu s dng dch v khch hng c hng mt hay mt s li ch nht nh.
88
v1.0

Bi 4: Marketing v mng li bn hng

Phiu d thi: Bn hng, cung ng dch v c km phiu d thi cho khch hng chn ngi trao thng theo th l v gii thng cng b. Cc chng trnh may ri: Bn hng, cung ng dch v km theo vic tham d cc chng trnh mang tnh may ri (bc thm, quay s) theo th l v gii thng cng b. T chc chng trnh khch hng thng xuyn: theo vic tng thng cho khch hng cn c trn s lng hoc tr gi mua hng ha, dch v m khch hng thc hin. Chng trnh vn ha, ngh thut, gii tr: T chc cho khch hng tham gia cc chng trnh vn ha, ngh thut, gii tr v cc s kin khc v mc ch khuyn mi. Trong thc t, cc hnh thc ny c cc doanh nghip p dng kh linh hot v c s kt hp gia nhiu hnh thc mt lc. Gim gi thng l hnh thc c cc doanh nghip p dng nhiu nht. Cc doanh nghip mi bt u kinh doanh, cc sn phm, dch v mi thng c kch cu thng qua vic mi dng th hng min ph, gim gi, tng qu, tng phiu mua hng cn cc hnh thc khc thng c cc doanh nghip s dng sau mt thi gian hot ng nht nh.
4.4.3.3. Mt s quy nh ch yu trong khuyn mi

Khi p dng cc hot ng khuyn mi trong thc tin, c nhiu vn ny sinh. trnh vic mc phi nhng sai st trong vn khuyn mi cc doanh nghip cn m bo cc nguyn tc khi thc hin khuyn mi bao gm: Thi hn gim gi Nhiu doanh nghip khi nim yt gi l gi c gim 20% hay 30%, nhng bng c yt quanh nm, vi mc gi l mt con s tuyt i khng thay i. Nh vy gi l gi bn tht, khng phi l gi gim v hnh vi ny c coi l la di khch hng. Bi vy, trnh vic la di khch hng bng gim gi o, Ngh nh 37 ngy 4/4/2006 ca Vit Nam quy nh: Tng thi gian thc hin chng trnh khuyn mi bng cch gim gi i vi mt loi nhn hiu hng ho, dch v khng c vt qu 90 (chn mi) ngy trong mt nm; mt chng trnh khuyn mi khng c vt qu 45 (bn mi lm) ngy. Nh vy, cc doanh nghip vn c th quanh nm thc hin gim gi, nhng l s gim gi lun phin tng nhm mt hng m mnh kinh doanh vn khng vi phm quy nh. Hnh thc gim gi lun phin thng c p dng cc doanh nghip c s mt hng kinh doanh ln nh cc siu th; i vi cc doanh nghip chuyn doanh p dng mc hn ch hn. Mc gim gi trnh vic doanh nghip li dng hnh thc khuyn mi ny bn ph gi hng ha, dch v, php lut quy nh: Mc gim gi ti a i vi hng ho, dch v c khuyn mi khng c vt qu 50% gi hng ho, dch v ngay trc thi gian khuyn mi. Trn thc t c nhiu doanh nghip, v mun bn hng tn kho hoc ht thi trang, mun thc hin "i h gi" mc 6080%. Do gi bn khuyn mi ch so snh
V1.0

89

Bi 4: Marketing v mng li bn hng

vi gi "ngay trc thi gian khuyn mi" nn thc hin c iu ny, doanh nghip phi chia lm nhiu chng thi gian gim gi (mi chng c th ngn, ht chng u c th nng ln cao hn mt cht v sau li gim mnh chng th hai) m vn khng tri vi quy nh. Gi tr ca hng ho khuyn mi v hng ho dng khuyn mi Hng ho dng khuyn mi l "Hng ho, dch v c thng nhn dng tng, thng, cung ng khng thu tin cho khch hng", tc l hng tng km khch hng khi mua hng. Theo quy nh, gi tr vt cht dng khuyn mi cho mt n v hng ha, dch v c khuyn mi khng c vt qu 50% gi ca n v hng ho, dch v c khuyn mi trc thi gian khuyn mi, tr cc trng hp gii thng trng thng ca cc chng trnh mang tnh may ri. X l gii thng khng c ngi trng C nhng doanh nghip khi thc hin cc chng trnh may ri cha trung thc v minh bch, nh yu cu khch hng su tp s np chai c in hnh cc b phn chic xe p ghp thnh chic xe s c gii cao nhng trn thc t khng pht hnh cc np chai c in ht cc b phn; hoc th co trng thng nhng khng pht hnh th c gii c bit... Do d, c nhng chng trnh khuyn mi c qung co vi gii thng rt cao nhng khng c ngi trng. Doanh nghip "cu" ngi tiu dng mua nhiu hng hy vng trng gii nhng cui cng khng mt chi ph gii thng cho khch hng. Nhm trnh nhng chng trnh nh vy, php lut quy nh: Gii thng khng c ngi trng thng ca chng trnh khuyn mi mang tnh may ri phi c trch np 50% gi tr cng b vo ngn sch nh nc. Doanh nghip hch ton khon np 50% gi tr gii thng khng c ngi trng thng ca chng trnh khuyn mi vo chi ph gi thnh ca doanh nghip. Tuy nhin, cc hnh thc c th ca khuyn mi mang tnh may ri kh a dng. Do , mt doanh nghip thc hin chng trnh mt cch trung thc v minh bch vn c th xy ra vic khng c ngi trng gii (gii cao hoc thp) v phi thc hin ngha v np ngn sch. Cc hnh vi b cm trong hot ng khuyn mi Ngoi nhng quy nh c tnh tng qut nh cm khuyn mi hng ho, dch v cm kinh doanh hoc cha c php lu thng, cung ng; hng ho km cht lng, lm phng hi n mi trng, sc kho con ngi; cn nhng quy nh cm khc: o Khuyn mi hoc s dng ru, bia khuyn mi cho ngi di 18 tui. o Khuyn mi hoc s dng thuc l, ru c cn t 30 tr ln khuyn mi di mi hnh thc. o Khuyn mi thiu trung thc hoc gy hiu lm v hng ho, dch v la di khch hng. o Khuyn mi ti trng hc, bnh vin, tr s ca c quan nh nc, t chc chnh tr, t chc chnh tr x hi, n v v trang nhn dn. o Ha tng, thng nhng khng thc hin hoc thc hin khng ng.
90
v1.0

Bi 4: Marketing v mng li bn hng o o

Khuyn mi nhm cnh tranh khng lnh mnh. Thc hin khuyn mi m gi tr hng ha, dch v dng khuyn mi vt qu hn mc ti a 50% hoc gim gi hng ha, dch v c khuyn mi qu mc ti a 50%.

4.4.4.

Dch v khch hng

Tr li vi nhn xt ca Theodore Levitt, gio s i hc Harvard, chng ta s thy tm quan trng ca dch v khch hng trong chin thng ca doanh nghip trc cc i th cnh tranh: Cnh tranh kiu mi khng phi l cnh tranh gia ci m cc cng ty sn xut ra ti nh my ca mnh m l cnh tranh gia nhng ci m h gia tng vo sn phm u ra ca nh my di hnh thc bao b, dch v, t vn khch hng, t chc b tr gian hng v c bit l thng hiu v nhng th khc m khch hng c th nh gi. Ngy nay, cng vi s pht trin ngy cng cao ca khoa hc k thut v s cnh tranh ngy cng khc lit trn thng trng, s cnh tranh v cht lng sn phm v cnh tranh v gi cng tr nn t c ngha hn. Thay vo l s cnh tranh v dch v. Cc nh kinh doanh coi dch v l yu t sc bn cnh tranh trn thng trng. c bit, cc doanh nghip mi khi s l ngi i sau cng phi ch trng nhiu hn vo dch v to s khc bit vi cc doanh nghip hin c trong ngnh. C mt s dch v khch hng ph bin nh sau: o Dch v cung cp thng tin, t vn, gii p cc thc mc; o Dch v bo hnh, bo dng, sa cha sn phm, gim gi linh kin thay th; o Dch v bao gi; o Dch v vn chuyn; o Dch v update (cp nht), cung cp cc tin ch gia tng; o Cc dch v khc. Tuy nhin, dch v khch hng l cng c tht s hu hiu trong cnh tranh cn phi ch mt s im sau: o m bo chc chn s khc bit gia doanh nghip v cc i th cnh tranh cn tm hiu cc dch v m i th cnh tranh ang cung cp c th lm tt hn th; o Tng cng nhn thc ca nhn vin bn hng, ni dung ny s c trnh by k lng hn trong mc k tip; o Thng xuyn quan tm ti phn ng ca khch hng iu chnh khi cn thit; o Dch v khch hng cn thng nht nhng cng cn c mt s linh hot nht nh v mi i tng khch hng c th c nhu cu khc nhau; o Cn i xa hn nhng g cam kt vi khch hng thay v lm t hn nhng g ha.
4.4.5. Xy dng i ng nhn vin bn hng

Nhn vin bn hng c th ni l b mt cng ty, l cu ni gia doanh nghip v khch hng. Phong cch, thi , trnh ca nhn vin bn hng l nhng yu t rt quan trng tc ng n quyt nh mua ca khch hng, c bit l i vi nhng sn
V1.0

91

Bi 4: Marketing v mng li bn hng

phm phn phi trc tip. i vi mt doanh nghip, khi xc nh dch v khch hng l yu t quan trng hng u to nn s khc bit ha th phi xy dng cho c mt i ng nhn vin bn hng chuyn nghip. Tnh chuyn nghip ny c c th ha thng qua cc tiu ch sau: C kh nng to n tng tt p ngay ln u tin tip xc; C kin thc c th v th trng v v sn phm mnh ang bn, thm ch cn phi bit r v hng ha ca i th cnh tranh; C k nng giao tip tt, c bit l k nng lng nghe nm bt chnh xc nhng yu cu v loi hng ha m khch hng ang tm kim; Th hin s nhit tnh, trung thc v tn ty chim c cm tnh v lng tin ca khch hng; t mnh vo a v ca khch hng cng n gin ha mi vic cng tt, khin vic mua hng c d dng, thun tin; Chun b sn sng cc cng c tr gip nh t ri, catalogue, hng mu

4.4.6.

Mt s bin php bin khch hng thnh khch hng trung thnh

Nhng nh kinh doanh thnh cng lun bit rng khch hng trung thnh l s bo m tt nht cho s tn ti v pht trin ca doanh nghip. H lun ng h v to cho doanh nghip mt ngun thu n nh. Tuy nhin, cn phi bit rng thu ht c khch hng kh, nhng mun gi chn c khch hng lu di v bin h thnh khch hng trung thnh cn kh hn nhiu. Mt s nguyn tc sau y c th khin khch hng gn b hn vi doanh nghip: Gi th, gi in cm n khch hng s dng sn phm, dch v. Vic lm ny khng kh khn, khng mt nhiu thi gian nhng rt hiu qu khch hng bit bn tht s cm n h quan tm n sn phm, dch v ca doanh nghip; Cn kim tra v nh gi mc tha mn ca khch hng i vi sn phm/dch v ca doanh nghip, c th thng qua vic gi phiu thm d kin khch hng; t chc hi ngh khch hng hay gi in trc tip... Cung cp cho khch hng nhng thng tin mi nht v cc sn phm/dch v bng cch gi trc tip hoc qua th in t. Vic lm ny s gi mi lin kt gia khch hng v doanh nghip, v kch thch h trc nhng tnh nng mi ca sn phm; Xy dng chnh sch u i v gi, dch v sau bn hng, cc ch bo hnh, bo dng i vi cc khch hng ln, khch hng trung thnh; Lu gi thng tin khch hng th hin s quan tm ca doanh nghip ti nhng dp c bit i vi khch hng nh sinh nht, ngy l tt, k nim Nhng dp ny thng rt quan trng i vi khch hng v nu bn nh n nhng ngy c bit khch hng s khng bao gi qun bn.

92

v1.0

Bi 4: Marketing v mng li bn hng

TM LC CUI BI

Trong bi 4 chng ta xem xt cc ni dung chnh sau y: Tm quan trng ca thng ip marketing i vi doanh nghip; vic xy dng mt thng ip ngn gn, r rng, li cun, c sc thuyt phc cao, c sc sng lu di v c gi tr c k tha qua thi gian sut qu trnh tn ti v pht trin ca doanh nghip. Cc phng php t gi cho sn phm c th thm nhp hoc m rng th trng, thu c li nhun cao cho doanh nghip; cch lm cho gi hp dn hn, d c chp nhn hn. Cch t chc v u nhc im ca cc cch t chc knh phn phi. T chc cc hot ng h tr bn hng nh: qung co, trng by sn phm, cc hnh thc khuyn mi, cc dch v gia tng cho khch hng, phong cch phc v ca i ng nhn vin bn hng. V hn th na l cch bin khch hng thnh khch hng trung thnh ca doanh nghip.

V1.0

93

Bi 4: Marketing v mng li bn hng

CU HI N TP

1. Vai tr ca thng ip marketing? Mt thng ip marketing tt cn m bo nhng yu cu no? 2. Tm v phn tch 5 thng ip marketing m bo tt cc yu cu v 5 thng ip cha m bo tt cc yu cu. 3. Ni dung, u nhc im ca cc phng php t gi? 4. Ni dung, u nhc im ca cc cch t chc knh phn phi? Ly v d thc tin minh ha? 5. Ni dung, u nhc im ca cc hnh thc qung co? Xu hng la chn hnh thc qung co trong tng lai? 6. Vic t chc ca hng cn ch nhng cng vic g? Theo bn vic no l quan trng nht? Ti sao? 7. Mu sc c vai tr nh th no trong vic truyn ti thng ip ca sn phm n khch hng? 8. Vai tr ca khuyn mi v cc hnh thc khuyn mi? 9. Tm quan trng ca dch v khch hng i vi cnh tranh kiu mi theo quan im ca Theodore Levitt? 10. Phn tch vai tr cu ni gia doanh nghip v khch hng ca i ng nhn vin bn hng? 11. Khch hng trung thnh l ai? Ti sao v lm cch no bin khch hng thnh khch hng trung thnh?

94

v1.0