n tp MKT. * 5 quan im qun tr MKT. 1. Q MKT nh hng SX.

Ngi tiu dng s a thch nhng sp bn vi gi h, phn phi 1 cch rng ri. V vy DN cn tp trung mi n lc ca mnh vo vic m rng SX & phn phi. Qua t c hiu qu trong KD. Nhng gi h s nh hng n cht lng, phn phi rng ri s tn km. V vy th trng i hi qui m ln, mi c li. Hn ch i vi DN nh. V th trng phi nhy cm v gi. 2. Q MKT nh hng SP. Ngi tiu dng thng a thch nhng sn phm c cht lng cao, tnh nng cng dng tt, thng xuyn c ci tin. i hi DN phi tp trung mi n lc vo vic u t thit k SX nhng Sp c cht lng, tnh nng u vit. Qua s t c thnh cng trong KD. Nhng cht lng gi cao khng th khai thc ti a th trng. k p dng: th trng c nhu cu cao v Sp mi, qui m, kh nng thanh ton cao, ph hp, kh nng cnh tranh ca DN mnh, c th ca lnh vc Sp DV. 3. Q nh hng BH. Vn khng ch tn ti Sp, gi thnh, qui m SX.. m trng tm im ri vo KH. Ngi tiu dng thng chy , c thi chn ch, bo th trong vic mua cc Sp & DV nu khng b tc ng bi nhng kch thch TM DN pho tp trung vo vic o to i ng bn hng, u t m rng phn phi, m rng ca hng, tp trung vo khuyn mi thnh cng trong KD. u, nhc: "c" nh 2 q trn. 4. Q nh hng MKT. Hi t u im 3 q trn. Cha kh t c thnh cng trong KD l xc nh ng (trng) nhu cu mong mun ca KH, th trng (KH mc tiu). Qua tm cch tha mn nhu cu mong mun 1 cch tt hn so vi i th cnh tranh. 5. Q MKT kt hp 3 li ch (ngi tiu dng + DN + XH). Ging q 4 nhng ng thi bo ton & cng c mc sng sung tc ca ngi tiu dng XH. * So snh 2 trng phi MKT c in (q 1,2,3) & MKT hin i (q 4.5):
Ch tiu Quan im Bn hng (1,2,3) MKT (4,5) im xutTrung tm ch pht Nh my Sn phm Th trng Cc bin php Mc tiu cui cng Kch ng mua &Li nhun nh tng lng bn khuyn mi Nhu cu & mongMKT-mix (4P) Li nhun nh tha mn nhu cu & mong mun mun KH ca KH tt hn i th cnh tranh.

* Nu k/n MKT & nhng k/n lin quan. Phn tch. - MKT l lm vic, xc tin vi th trng lm tha mn nhu cu ca con ngi thng qua trao i. - Th trng theo q MKT bao gm tt c nhng KH tim n cng c 1 nhu cu hay mong mun c th, sn sng & c kh nng tham gia trao i tha mn nhu cu & mong mun . - Nhu cu t nhin l cm gic thiu ht 1 ci g m con ngi cm nhn c. - Mong mun l 1 nhu cu t nhin c dng c th tng ng vi trnh VH & bn tnh c nhn ca con ngi. - Nhu cu c kh nng thanh ton l mong mun gn lin vi kh nng thanh ton. - SP l tt c ci g c th tha mn c mong mun ca con ngi, c cung ng cho th trng nhm mc ch thu ht s ch , mua sm, s dng hay tiu dng. - Trao i l hnh vi nhn t 1 ngi no th m mnh mun & a li cho h th h cn. - Giao dch l 1 cuc trao i mang tnh cht TM nhng vt c gi tr gia 2 bn. * H thng thng tin MKT: (MIS) 1.H thng bo co ni b. 2.H thng thu thp thng tin thng xuyn t bn ngoi. 3.H thng nghin cu MKT. 4.H thng phn tch thng tin MKT. * Tin trnh nghin cu MKT. 1.Xc nh vn & mc tin nghin cu.

2.Xy dng cc k hoch nghin cu. 3.Thu thp thng tin. 4.Phn tch x l thng tin. 5.Trnh by bo co kt qu. * K/n v mi trng. - Mi trng l tp hp tt c cc yu t, lc lng bn trong & bn ngoi DN, c kh nng nh hng trc tip hay gin tip n hot ng, cc quyt nh ca b phn MKT trong DN & vic thit lp mqh lu di tt p i vi KH mc tiu. - Mi trng MKT vi m bao gm cc yu t lin quan cht ch n DN & nh hng n kh nng ca DN khi phc v khch hng. l cc nhn t ni ti ca cng ty, cc knh MKT, th trng KH, ngi cnh tranh, ngi cung cp, trung gian.. chng mc no , DN c th kim sot c. - Mi trng MKT v m bao gm cc yu t, cc lc lng mang tnh cht XH rng ln, c tc ng nh hng ti ton b mi trng MKT vi m & ti cc quyt nh MKT ca DN. l nhng yu t thuc v nhn khu hc, KT, t nhin, k thut cng ngh, chnh tr PL, o c, vn ha.. DN khng th kim sot & thay i c. Phi t thch nghi. * Mi trng MKT vi m. - Khch hng. - i th cnh tranh. 4 cp cnh tranh. Cnh tranh mong mun tc l cng vi 1 lng thu nhp, c th dng vo nhiu mc ch khc nhau. Cnh tranh gia cc loi SP khc nhau cng tha mn 1 mong mun. Cnh tranh trong cng loi SP. Cnh tranh gia cc nhn hiu. Mc gay gt s tng dn t 1->4. - Trung gian. L cc t chc DV, cc DN khc & cc c nhn gip cho Cty t chc tt vic tiu th SP & DV ca mnh ti ngi mua cui cng. Cc trung gian, hng phn phi ng vai tr rt quan trng gip DN tm kim KH hoc thc hin cng vic bn hng cho h. Cc hng dch v MKT nh Cty t vn, Cty qung co, i PTTH, bo ch.. gip Cty tp trung v khuch trng SP ca mnh ng i tng, ng th trng, ng thi gian. Cc t chc ti chnh tn dng trung gian nh ngn hng, bo him, kim ton.. h tr ti chnh, gip DN phng cc ri ro trong qu trnh KD. - Cng chng. - Cung cp. L bt k 1 nhm, 1 t chc no c mi quan tm thc s hoc c th s quan tm hay nh hng ti kh nng t c cc mc tiu ca DN. Cng chng s ng h hoc chng li cc quyt nh MKT ca DN, do c th to thun li hay gy kh khn cho DN. Cc quyt nh MKT cn phi c chun b chu o khng ch nhm hng vo nhm KH mc tiu m cn phi hng vo cng chng ni chung. Hot ng mang tnh cht cng ng s gy ra nhng tc ng tch cc t pha cng chng, thu ht mi quan tm ca XH i vi SP ca Cty, nng cao c hnh nh ca n trong mt NTD. - Ni b Cty. * Mi trng MKT v m. - Mi trng nhn khu hc. l 1 mi trng to ra quy m ca th trng. Tc ng ca n n hot ng MKT ca DN ht sc mnh m. y cng l 1 trong nhng lc lng to ra s hp dn cng nh kh khn ca th trng. Thng c phn nh thng qua cc bin s: dn s, mc tng trng ca dn s, tui th, s phn chia trong gia nh, trnh hc vn, s di c.. - Mi trng VH-XH. y l 1 trong nhng yu t ng chm m MKT rt nhiu. Vn ha l 1 h thng cc yu t: phong tc, tp qun, hc vn.. c cng ng cng chia s. L nhng chun mc v hnh vi, ph hp v khng gian, thi gian.. - Nhm vn ha cn bn: U50 quan nim nh kin, bo th, thng nng niu cc gi tr, bn sc ca VH trc y, kh thay i, thng hng v cc li sng v ci ngun. y l 1 nhm KH (on thi trng) ht sc kh khn i vi ngi lm MKT trong vic nghin cu a ra quyt nh. Cc quan nim, hnh vi KH on th trng ny (thng c phn ng trc nhng SP & DV nng cao c cc gi tr bn sc vn ha truyn thng cng nh phn nh c qu trnh lch s ca XH hay bn thn i tng

KH . Chnh v vy cc quyt nh ca nhng ngi lm MKT phi da trn c s nghin cu thc t t on th trng ny mi c kh nng m bo thnh cng trong kinh doanh. - Nhm vn ha th pht: thng thc thi, d tip nhn ci mi. Nhng quan nim v gi tr thng c chia s cng vi nhng s ha nhp. Hn na, y l 1 nhm vn ha mang nhng nt c trng cho nn tng pht trin cc gi tr vn ha sau ny. L c hi ln cho nhng nh kinh doanh. Th trng ca nhm ny l thi trang, du lch, hc tp.. tt c phi lun mi, lun thay i. y l nhng on th trng ca nhng SP mi, nhng SP & DV lin quan n k pht trin trong s nghip, cng nh phc v nhng nhu cu thng xuyn thay i. Ngi lm MKT phi tranh th khi dy nhng nhu cu tim n & nhn din nhng thay i vn c a ra nhng quyt didnhj MKT, n trnh nhng ri ro. - Mi trng KT. S tng tr hay suy thoi KT ca th trng, t l tht nghip nh hng ht sc ln n c cu KT, thu nhp trn u ngi, cc ch s GDP, GNP, t l li sut, t gi hi oi, cc chnh sch KT ca chnh ph, c cu chi tiu ca NTD. y l nhng yu t ht sc quan trng. S tc ng ca n nh hng mnh m n qu trnh hoch nh cc chnh sch MKT ca DN trn nhng c s cc ch tiu m n phn nh. V vy, trc khi ra cc quyt nh MKT, nh qun tr DN phi nm vng & x l nhng thng tin c chnh xc & tin cy cao. - Mi trng chnh tr PL. - Mi trng t nhin. - Mi trng cng ngh. * Mc ch nghin cu mi trng MKT. Pht hin & nhn din nhng c hi v nhng thch thc c t pha mi trng MKT, thng qua , DN c th a ra nhng quyt nh, hay iu chnh nhng quyt nh nhm khai thc 1 cch ti a nhng c hi & gim thiu nhng ri ro xut hin t pha mi trng 1 cch ti a. - C hi l nhng xu hng c li i vi hot ng KD ca cc DN. DN c th khai thc & kim li 1 cch tt hn i th cnh tranh. - Thch thc: l nhng xu hng bt li trong qu trnh KD, lm cho DN phi iu chnh (hy b) cc quyt nh trong chin lc KD ca mnh. * K/n, c im th trng ngi tiu dng. - Ngi tiu dng l nhng ngi tiu dng cui cng Sp & DV sau 1 qu trnh SX to ra. H l nhng c nhn, h gia nh, hay l nhng nhm ngi trao i HH & DV tha mn nhu cu c nhn. - S tiu dng c tnh cht 2 mt: s dng & ph hy hay th hin. - c im: Th trng ny c qui m ln & thng xuyn gia tng. Rt phong ph, a dang v nhu cu & c mun. Th trng ny cng thng xuyn bin i, v vy n va l c hi, nhng cng l nhng thch thc i vi cc DN. * M hnh hnh vi mua ngi tiu dng. - Cc nhn t kch thch. +MKT: SP, gi c, phn phi, xc tin, khuch trng. +Mi trng: KT, KHKT, VH, chnh tr PL, cnh tranh. - Hp en thc ca ngi mua. +Cc c tnh ca ngi mua. +Qu trnh quyt nh mua. - Phn ng ca KH: La chn HH, la chn nhn hiu, la chn nh cung ng, la chn thi gian mua, la chn khi lng mua. - Thng thng, mua l 1 qu trnh. Chnh v vy, k/n hnh vi mua ca ngi tiu dng c hiu nh sau: Ton b nhng lin quan n vic trao i ca ngi tiu dng bao gm hot ng tm kim, mua sm, tiu dng, qu trnh trao i nhng HH & DV nhm tha mn nhu cu. Hnh vi mua ca ngi tiu

dng c th coi l 1 chui cc quyt nh lin quan n nhng vn s dng ngun lc ca mnh nh tin bc, cng sc, thi gian nhm tha mn nhu cu c nhn. - Phn tch cc nhn t kch thch gm 2 nhm. Nhm 1: cc yu t thuc v MKT m DN c th kim sot, iu chnh c. Nhm 2: cc yu t thuc mi trng m DN khng th iu chnh c. - Hp en thc ca ngi mua l nhng yu t chnh trong b no x l ca ngi tiu dng & c ch hot ng ca n i vi vic tip nhn x l cc kch thch cng nh nhng sut & gii php p li nhng kch thch trn. Chia lm 2 phn: c tnh ngi mua & qu trnh ra quyt nh mua. * Cc yu t tc ng n hnh vi mua ca ngi tiu dng. (4 nhm) - Vn ha. +Nn vn ha. +Nhnh vn ha. +S hi nhp & bin i vn ha. - X hi. +Giai tng x hi. +Nhm tham kho. +Gia nh. +Vai tr & a v ca c nhn. - Con ngi. +Tui tc & ng i. +Ngh nghip. +Tnh trng kinh t. +Li sng. +Nhn cch & quan nim v bn thn. - Tm l. +ng c. +Nhn thc. +S ch chn lc. +S hiu bit (kinh nghim). +Nim tin & thi . - Hng vi mua hng ca NTD bt ngun t nhng kch thch bn ngoi nh cc yu t ca mi trng hoc cc hot ng MKT ca cc CTy. ng thi chu nhng kch thch c th n t nhng yu t bn trong nh cc yu t tm l, ng c mua hng, thi thc NTD a ra 1 quyt nh mua hng, thc hin quyt nh kt thc qu trnh mua. * 3 bc ra quyt nh mua. 1.Nhn thc. Bao gm nhng nhn thc bng cm tnh & l tnh. Theo , s nhn thc ca NTD c nhng thay i t nhng nhn thc n gin (bng cm gic, tri gic hoc kinh nghim) n nhng nhn thc phc tp hn (thng qua t duy, lin tng & phn on). 2.Tm trng. Th hin s th nghim hin tng khch quan c ph hp vi nhu cu ngi tiu dng hay khng. Thng tri qua 4 bc: s a thch, hng hi, nh gi & xc inh v loi Sp HH & DV . 3. ch. L giai on m NTD xc nh mc tiu mua hng, chi phi hnh vi mua hng ca h theo ng mc tiu c la chn hoc c xc nh. Nh vy, ch gi vai tr khi ng & tit ch hnh vi mua hng, Theo , NTD a ra 1 k hoch thc hin hnh vi mua hng c nhn. Bao gm 2 giai on nh: quyt nh mua hng, thc hin hnh ng mua thc t & phn ng sau khi mua (sau khi tiu dng HH). * 7 kiu mua c th. Da trn xem xt thi NTD, phn loi. 1.Mua theo l tr. 2.Mua theo thi quen. 3.Mua ty hng. 4.Mua theo tnh ton KT.

5.Mua bt chc. 6.Mua theo tng tng. 7.Mua n o. * 5 giai on ca qu tnh mua. 1.Pht hin nhu cu. Khch hng b tc ng hoc kch thch bi cc yu t ngoi sinh & ni sinh. To thnh nhng ng c & KH s xc nh nhng nhu cu mong mun, nhng i hi cn c tha mn. H s hnh thnh 1 danh mc nhng nhu cu & mong mun, ng thi xc nh 1 th t u tin cn c tha mn cho nhng nhu cu mong mun . Vi DN, giai on 1, xc nh ng qu trnh mua hng ca giai on 1, DN phi xc nh c loi nhu cu hnh thnh, nhng Sp & DV c th c tha mn, c cung cp tha mn nhng nhu cu mong mun . y l c s DN a ra cc bin php thc hin cc hot ng MKT nh qung co, tuyn truyn, xc tin gi m & kch thch nhu cu. 2.Thu thp thng tin. Khi b kch thch, khch hng s tm kim thng tin nhm gii quyt 3 vn ch yu. nh gia cc loi HH & DV s mua theo nhng tiu chun mua hng (c th n gin, phc tp ty theo loi HH). T vic nh gi , DN s c nhng t liu c ngha quyt nh son tho nhng thng tin c hiu qu dnh cho th trng mc tiu ca mnh. Chng ta s c 1 tp hp nhng loi Sp v nhn hiu c tp hp theo tiu chun (b su tp nhn hiu) nh gi mc ph hp ca nhng nhn hiu thuc loi Sp trong b su tp xem mc ph hp ca chng vi nhng tiu chun c xc nh, cn nhc. - DN nghin cu bc ny xc nh 1 h thng MKT-mix sao cho a c nhn hiu ca mnh vo b su tp nhn hiu bit ca ngi tiu dng. Nu khng, DN s mt kh nng BH. Mt khc, phi tm hiu nhng i th cnh tranh, hiu bit ng n nhng ngun thng tin m khch hng tm kim. Pht hin y & xc nh gi tr ca cc ngun thng tin KH s s dng su tp nhn hiu la chn. - 4 ngun thng tin ca khch hng tm kim: Thng tin c nhn (bn b, ngi thn..) quan trng bi NTD cho rng h s dung Sp , nhng thng tin ny ri rc, thiu tnh h thng. Thng tin TM (qung co, trin lm, hi ngh KH, t ri, catalog) l nhng ngun thng tin m DN phi b tin ra KH nhn bit. Thng tin i chng (bo ch, TV, tin n..) Thng tin bn thn (qua kinh nghim s dng, tm hiu trc tip). 3.Phn tch nh gi cc phng n. KH s xem xt cc vn ch yu ca cc phng n mua, hoc cc kh nng thay th trong vic la chn nhn hiu ca loi SP tha mn c nhu cu & c mun ca h mong i. Qu trnh ny c thc hin theo 1 trnh t nh sau: KH tp hp nhng thng tin v nhng nhn hiu ca loi Sp . Nhng thng tin c thu thp y hng vo nhng d liu phn nh nhng tiu chun mua xc nh. Nhng tiu chun ny c th thay i c v s lng & mc quan trng ca chng theo cc loi Sp & ty vo c tnh c nhn ca ngi mua. KH a ra nhng nh gi theo nhng tiu chun mua c xc nh c lng mc cng hin ca mi 1 nhn hiu trong nhm nhn hiu c su tp, a ra so snh. KH c th la chn c 1 nhn hiu theo nh gi l c mc tha mn cao nht nhng c mun & nhu cu ca h. ng thi 1 th t a thch u tin trong chn la cng c xc lp. nh mua & quyt nh mua s c thit lp cho nhn hiu yu thch nht. 4.Quyt nh mua & hnh ng mua. Sau khi nh gi cc phng n xong, t quyt inh mua n thc hin mua phi tri qua 1 s ro cn: Thi ca ngi khc i vi phng n KH chn. Cc yu tmi trng khng xc nh c trc. Trong nhng trng hp , c 2 kh nng: Nu c 2 yu t ng h, thun li NTD s tin ti hnh ng thc t l quyt nh mua. Nu khng thun li NTD phi xem xt li quyt nh mua. Ph thuc vo mc phn i, tnh cch ngi mua.. s xy ra 2 trng hp: khng mua & dng li thu thp thm thng tin. V vy DN phi tm ra nhng lun c thuyt phc NTD vt qua nhng ngng tr quyt nh mua. 5.Phn ng sau khi mua. C 2 trng thi. Tch cc: ngi mua c hng tt, tha mn & tha mn hn mong i tr thnh nhng KH trung thy. Th hin ra 3 phn ng c th nhn bit: mua li Sp, mua Sp khc cng cng ty & ni tt v Cty, Sp ca Cty cho ngi khc. Tiu cc: mua phi hng xu, khng tha mn (ri ro trong tiu dng, mua sm) KH khng chung thy. Vi Sp mua, th hin ra 3 kh

nng: vt b, gi i tm thi, c m dng (s dng trong s khng tha mn). Vi Cty & cc Sp, th hin ra cc kh nng: khng mua lp li, khng mua cc loi Sp khc & ni xu v Cty, Sp. DN cn phi nghin cu phn ng sau khi mua, pht huy gi vng nim tin ca nhng KH chung thy, gii quyt nhng vn tiu cc. * Nhn xt: Thit lp c nhng din bin tm l ca KH nhng giai on mua khc nhau. T thu nhp c nhng t liu gip cho DN tha mn tt hn nhu cu & c mun ca NTD. DN c th la chn c nhng bin php MKT ph hp nhm gi m, kch thch nhu cu ca KH, ng thi thuyt phc h gim bt nhng nghi ng, nhng iu khng chc chn nh hng n quyt nh mua ca h. DN c th la chn nhng DV cung cp cho KH nng cao cht lng phc v, ng th a ra nhng cch thc khc phc nhng hn ch trong hot ng MKT ca Cty v 1 Sp no . T , son tho 1 chng trnh MKT c hiu qu nhm duy tr mc cung ng ln cho th trng mc tiu ca Cty. * Phn on th trng. - Phn on th trng l qu trnh phn chia th trng tng th thnh cc nhm trn c s khc bit v nhu cu, c mun, c tnh hay hnh vi. Thc cht l dng cc tiu thc, c tnh lin quan n nhu cu, c mun, c tnh hay hnh vi. - on th trng l 1 nhm NTD c i hi hay phn ng nh nhau i vi cng 1 tp hp cc kch thch MKT-mix. * Li ch: - Do mi DN c nhng hn ch nht nh v ngun lc, khng th no c th p ng ht nhng nhu cu ca th trng. Cn phn on th trng xc nh nhng c tnh ca tng on, xem xt xem c on no ph hp vi kh nng ca DN p ng nhng nhu cu mong mun ca KH. - Phn on th trng gip ngi lm MKT hiu r hn nhu cu, mong mun ca KH trong tng on. Gip nh v th trng 1 cch c hiu qu hn. Nng cao hiu qu, chnh xc trong vic la chn cc bin s ca MKT-mix. S dng hiu qu cc ngun lc MKT. * 4 yu cu ca phn on th trng: Phi o lng c: quy m, sc mua, c im KH d bo c nhu cu, chi ph, li nhun. C quy m ln m bo b p c chi ph, mang li li nhun cho DN. C th phn bit c. Phi c tnh kh thi DN c th tip cn & trin khai nhng chnh sch MKT cho th trng . * 4 nhm tiu thc phn on th trng: a l. Nhn khu hc. Tm l. Hnh vi. * K/n la chn th trng mc tiu. - Th trng mc tiu l nhng nhm KH c cng nhu cu & c mun, c im & hnh vi tiu dng c th c tha mn bng HH & DV m Cty c th p ng c. ng thi to ra u th nht nh so vi i th cnh tranh, t c nhng mc tiu MKT nht nh. - L nhng on th trng m Cty la chn nhm gia tng cc n lc MKT nhm t c li th cnh tranh t c nhng mc tiu MKT nht nh. - Nhn xt: +Th trng hin c hoc cc th trng mi m Cty la chn bao gm: KH hin c (nhng ngi ang s dng Sp ca Cty). KH hn hp (va ang s dng Sp ca Cty, va dng ca i th cnh tranh). KH tim nng (c nhu cu nhng: cha c kh nng thanh ton, cha c thng tin v HH & DV ca Cty, ang s dng Sp cnh tranh). +Cc th trng mc tiu c th l tp hp ca nhng nhm th trng khc nhau m Cty cn nhc la chn bao gi cng gn lin vi nhng loi Sp tng ng hnh thnh nn cc cp SP th trng trong chin lc th trng ca Cty. +Cc chin lc th trng m Cty theo ui khng phi l nhng th trng c nh. N cn phi c thng xuyn nh gi li v mc ph hp gia 1 bn l nhng thay i bin ng ca th trng vi bn kia l nhng kh nng, k, chnh sch MKT ca Cty. * 3 Cn c la chn th trng mc tiu. (Cc k nh gi 1 on th trng)

- Tiu chun nh gi hp dn ca 1 th trng hoc nh gi xem xt v 1 th trng phi tr li c 3 cu hi. NTD cn g? Lm th no tha mn nhu cu ca h? Qui m & s tng trng ca th trng l ntn? 1.Qui m & tc tng trng ca th trng. c nh gi qua cc ch tiu: doanh s BH, s lng HH & DV c th tiu th th trng , s lng KH c th c, tc tng trng ca on th trng . Qui m ca th trng ng nhin c t trong mi lin h vi nhng mc tiu MKT c th ca Cty. Nhng th trng c qui m qu nh (ln), c 1 tc tng trng khng ph hp vi tc tng trng, vi cc mc tiu quan trng ca Cty s b loi b. 2.nh gi hp dn qua c cu th trng. Thng qua 5 lc lng cnh tranh c bn: Lc lng cnh tranh trong ni b ngnh. Nhng e da t quyn lc thng lng ca ngi mua. Nhng e da v quyn lc ca nhng ngi cung ng. e da ca nhng Sp thay th. Mi e da ca nhng i th cnh tranh tim n. 3.Mc tiu & tim nng ca DN. Mc tiu MKT bao gi cng l 1 h thng cc ch tiu c th, mang tnh nh hng cho cc hot ng MKT ca Cty. Chng c thit lp nhng k, kh nng v tim lc ti chnh, nhn s, cng ngh, k nng qun tr ca Cty, nng lc hot ng MKT ca Cty. Nhng k, kh nng ny ch ra nhng mt mnh, mt yu cho php Cty c th tha mn nhng nhu cu & mong mun c th no ca cc KH c la chn.

* 5 phng n la chn th trng mc tiu.

Ni dung u im Nhc im iu kin p dng Tp trung 1 Ton b nng lc v tiKhc ha su hnh ri ro rt cao.Nhng Cty va & nh, c trnh , on duy chnh, k thut cng ngh,nh Cty v KH.Kh c kh nng mk nng su sc v 1 mt hng no nht. nhn s, k nng.. tp trungCc nhn ti, vtrng quy m SX. , tim lc ti chnh nh, ang gi vo 1 loi KH duy nht. lc ca Cty khng bn quyn ch tc 1 Sp no . b phn tn. Nhng Cty mi tham gia vo th trng, chn 1 on th nghim nng lc. Chuyn Chn 1 s on th trng ri ro gimi hi ngun lcNhng Cty ln, c tim lc ti chnh mn ha ring bit. Khng chuynthiu. KD tng i ln,mnh, t chc SX tng i linh tuyn chn. su v 1 th trng no, c bit l nng lchot, c cng ngh tng i a dng nhiu th trng qun l. dng. gim ri ro. Chuyn Tp trung vo SX 1 loiD dng trong vicRi ro ln khi c Sp mn ha SP c c tnh nht nh to dng hnh nh,mi c c tnh u theo c p ng cho nhiu on thdanh ting. th hn thay th, do tnh SP. trng. Tha mn cho 1 tp trung ht ngun nhu cu nhng c lc vo 1 loi SP. mun khc nhau. Chuyn Chn 1 nhm KH ringD dng trong toRi ro khi sc mua mn ha bit, tp trung n lc vodng danh tingca th trng bin theo c vic tha mn nhu cu atrong 1 nhm KH.ng ln. Kh tnh th dang ca nhm KH . Thun li khi phtchuyn i sang th trng. trin SP mi. trng khc. Bao ph Mi KH u l th trng ri ro gimi hi ngun lcCh c nhng DN ln, tim lc ton b th mc tiu ca DN. thiu. KD ln. mnh. Cc Cty a quc gia, siu ln. trng. SP tng i ng nht, th trng tng i ng nht.

* 3 chin lc p ng th trng mc tiu.

MKT khng phn bit. Ni dung u im Nhc im iu kin p dng Chn ton b thThu ht c 1 lngKhng p ng c nhng c munNhng Cty nh, hn ch trng lm thKH ng o. Titring r. B qua cc c hi th trngv ti chnh khng th trng mc tiu.kim chi ph nh tit(s tha mn ca nhng con ngi,thc hin c. Ch dnh B qua phn onkim chi ph u t,nhng on th trng khng cao). Chcho cc Cty siu ln, a th trng. SX &khai thc c qui ms dng 1 loi Sp, kh nng to ra 1quc gia, tp on quc phn phi i tr. SX & phn phi. Tnhnhn hiu c kh nng thu ht mi KHt mi c th thc hin KT: ch c 1 kiu chirt kh khn. Nu c nhiu DN cng sc. Th trng phi ph duy nht dng loi chin lc ny trn thtri rng. trng cnh tranh s rt quyt lit v gi c. Cung ng nhngKh nng nh v Phi chi ph, u t cho tng loi Sp.Ch c DN ln mi c chng trinh MKTtng on th trng.Khng th ni n tnh KT. Kh c thkh nng thc hin. khc bit cho tngp ng nhu cu & ca ra kt lun v kh nng sinh li caNhng DN la chn th on th trngmun a dng ca thchin lc ny. trng mc tiu theo mc tiu latrng. Tn dng c phng n CMH Sp, chn ph hp vimi c hi th trng, CMH th trng, bao tng loi. tha mn ti a nhng ph th trng. Khi Sp c mun ca KH ang giai on bo

MKT phn bit.

MKT tp trung.

cc on th trng ha. mc tiu khc nhau. Dn sc tp trungTp trung c ti ri ro rt cao. on th trng mcVi nhng DN nh, ti vo 1 on thchnh, cng ngh, khtiu c th khng tn ti hoc gim stchnh hn ch, nhng c trng hay 1 phnnng k thut & ccln do nhu cu thay i hoc 1 hng1 k nng, Sp c quyn, th trng m DNhot ng MKT trongcnh tranh c th lc KT mnh tham giagi bn quyn ch tc cho l quan trngKD. Thu c siu liv th trng. CN. Nhng DN ln, c nht & ginh cnhun. To c th nh bao ph th trng v tr quan trong c quyn. Ginh c s tp trung vo 1 on on th trng . 1 v tr vng mnh th nghim, sau theo l trnh 'vt du loang'.

* K/n nh v th trng. - nh v th trng l thit k SP & hnh nh ca DN nhm chim c 1 v tr c bit & c gi tr trong tm tr KH mc tiu. i hi DN phi quyt nh khuych trng bao nhiu im khc bit & nhng im khc bit no ginh cho KH mc tiu. - Thc cht l xc nh cho SP v DN 1 v tr nht nh trn th trng mc tiu, khc ha 1 hnh nh ring trong tm tr KH, c kh nng cnh tranh vi cc i th trn cng 1 th trng mc tiu. - L do nh v: Do qu trnh nhn thc ca NTD. Do tnh tt yu ca cnh tranh. Do hin tng trn qung co trn cc phng tin thng tin. * Cc bc nh v. (Cc thng tin cn thit tin hnh nh v th trng) -Tin hnh phn on th trng, la chn th trng mc tiu theo ng yu cu ca MKT. -nh gi thc trng ca nhng nh v hin c trn th trng mc tiu. -Chn hnh nh & v th cho nhn hiu, SP ca DN trn bn nh v. La chn 1 trong 2 loi nh v: dng chnh c tnh sn phm hoc dng biu tng d bit ha SP. La chn 1 trong 2 chin lc nh v: cnh tranh vi Sp c sn trn th trng hoc lp l hng trn th trng. -Son tho chng trnh MKT-mix thc hin chin lc nh v la chn. * Mi lin h gia phn on, la chn, nh v th trng, MKT-mix. * K/n sn phm. (Cc quan im MKT v SP) - Sp l tt c nhng g, nhng yu t c th tha mn nhu cu hay c mun c a ra cho bn trn th trng vi mc ch thu ht s ch mua sm, s dng hay tiu dng. n v Sp l 1 chnh th ring bit c c trng bng kch thc, gi c, hn thc bn ngoi & cc c tnh khc (cht lng, tiu dng..) * Cc cp cu thnh n v SP. - SP theo tng: nhng li ch c bn, khng hin hu trn th trng. - SP hin thc: nhn hiu, kiu dng, bao b, kch thc, c tnh, cht lng.. l nhng yu t phn nh s c mt trn th t ca Sp. Trong thc t, khi tm mua nhng li ch c bn, KH da vo nhng yu t ny. - SP b sung: lp t, k tn dng, sa cha, bo hnh.. (SP b sung hon chnh) * Phn loi SP. - Theo thi hn s dng & hnh thi tn ti. SP lu bn, s dng ngn hn, DV. - Theo thi quen mua hng. SP dng thng ngy, mua ngu hng, mua khn cp, mua c la chn, SP cho cc nhu cu c th, SP cho cc nhu cu th ng. - Hng TLSX. Vt t & chi tit, TSC, vt t & DV. * K/n nhn hiu. (Bn cht nhn hiu) - Nhn hiu l nhng thut ng, tn gi, biu tng, hnh v, mu sc, kiu ch.. hoc s phi hp ca chng ch r xut x ca hng ha do 1 hay 1 nhm ngi cung ng no a ra trn th trng & phn bit chng vi cc loi hng ha khc. - Chc nng: xc nh r ngun gc xut x ca hng ha. Phn bit hng ha ny vi hng ha khc. * Cc yu t cu thnh nhn hiu: - Tn nhn hiu l 1 b phn ca nhn hiu m ta c th pht m c. - Du hiu ca nhn hiu l 1 b phn ca nhn hiu khin ta nhn bit c nhng khng pht m c (biu tng, hnh v, mu sc, kiu ch..) - Du hiu ca hng ha: l 1 b phn hoc ton b du hiu c ng ki ti c quan c thm quyn, c PL bo h. - Bn quyn tc gi: l quyn tuyt i v sao chp, in n, xut bn, mua bn 1 tc phm tt tu. * 6 quyt nh v nhn hiu. (u, nhc im ?) 1.Q c hay khng gn nhn hiu.

2.Q v t tn nhn hiu. 3.Q v ch s hu nhn hiu. 4.Q v cht lng nhn hiu. 5.Q v m rng nhn hiu. 6.Q 1 hay nhiu nhn hiu. * Quyt nh v t tn nhn hiu. - Tn nhn hiu phi ngn gn, d nh, d c, d pht m, c s lin tng n hng ha c gn nhn, ring bit, kh bt chic, phi pht m c nhiu ngn ng khc nhau, phi nghin cu k s pht m y khng to ra s kh x trong KD. t tn ring bit cho tng mt hng, t tn ng lot cho tt c cc Sp ca Cty, t tn TM ca Cty vi tn ca Sp, t tn theo dng Sp. * Quyt nh v ch s hu nhn hiu. - Ch s hu nhn hiu c th l nh SX, l nh phn phi, va l nh SX & va l nh phn phi. Mi hng u c u im v hn ch nht nh. * Quyt nh v bao gi. - Bao gi l 1 yu t rt quan trng, to ra kh nng & nim v s ci tin hng ha, Bao gi cn th hin v th ca ngi mua. Thng hnh thnh bi 4 yu t c bn: lp bc st SP, lp bo v, bao b, nhng thng tin, ch dn.. trn bao gi. - Q v quan nim bao gi ca DN: bao b phi tun th theo nguyn tc no, c cn thit khng. - Quyt nh v cc kha cnh kch thc, hnh dng, vt liu, mu sc, ni dung trnh by, c gn nhn hiu hay khng. "SP no, bao gi y". Cn quan tm n cc chng trnh MKT-mix. - Q v th nghim bao gi: th nghim k thut, hnh thc, KD, kh nng chp nhn ca NTD. - Q cn nhc cc kha cnh v li ch XH, ca NTD, bn thn Cty. - Q cc thng tin trn bao gi: theo lut nh. * Quyt nh v DV khch hng. - thng l nhng DV sau bn hng, hu mi. L li ch gia tng thm ngoi SP m khch hng c th hng. Cc quyt nh phi ty thuc vo tng li hng ha & tm quan trong ca DV i vi tng loi hng ha, a ra quyt nh c hay khng, n mc no? Nhu cu ca Kh v loi DV sau bn hng h tr h s dng ti sn m h mua. DV ca i th cnh tranh v SP ntn? Kh nng ca Cty (ti chnh, k thut cng ngh, nhn lc..). a ra 4 quyt nh: - Q v cc yu t DV (ni dung DV). - Q v cht lng ca DV. - Q v chi ph DV (do Cty chi tr, h tr cho KH; Cty & KH cng chi tr; KH phi chi tr theo gi u i do Cty ra) - Q v hnh thc t chc DV (Cty t ng ra hot ng DV cho KH; Cty y quyn cho trung gian; Cty h tr cho nhng t chc khc v c s vt cht, nhn lc thc hin nhng nhim v do Cty y nhim. *Vai tr, chc nng ca DV. (t ba)

* Chu k sng ca SP. - Chu k sng ca SP l 1 thut ng ch s bin i ca doanh s tiu th k t khi hng hac c tung ra th trng cho n khi n phi rt lui khi th trng.
Giai on 1. Tung SP vo th trng. 2. Tng trng. 3. Bo ha. (di nht) 4. Suy thoi. gim lin tc & kh o ngc. tip tc gim xung mc thp nht. gim lin tc. tng nhanh, lin tc v KH c hiu t n cc i, sau tng chm do Sp mi, Doanh s bit v SP, tin i xung, tc NTD cha bit n. tng v c nhng tng trng chm li. ngi i chng. gim ng k, Chi ph cn rt cao, do ang u gim mnh, do HH xung mc TB ca SX t SX, ci tin tiu th rt mnh. ton chu k. lin tc tng, do t n cc i, sau Li rt thp, hu nh khng khi lng HH i xung, tc nhun c (l) c tiu th tng chm li. nhiu, nhng ngi c thu KH i tr, nhng Khch nhp TB cao tr KH tin phong ngi c nhu cu & hng ln, nhng KH c kh nng chi tr. chp nhn trc. vo th n nh, Lc chim th phn r nt, lng bt u d bit ha SP cha c gia tng mnh m. cnh cho cc c mun tranh ring bit, thc hin chi ct th trng.

c im

Nhng KH cui cng, KH truyn thng.

gim thiu, hnh thnh tp trung chuyn mn ha vo 1 s DN, Cty.

Mc tiu chin lc

Chng trnh MKTmix

C gng tn thu, Pht trin mnh th Tip tc m rng th gim thiu nhng tn trng. Gia tng trng, gi vng t Truyn thng mnh m tht do khng tiu th truyn thng v SP phn th trng hin v SP & li ch, tc ng c HH mang li, cht lng cao, c, chia ct th trng. mnh vo nhng lc chun b sn sng nhng qung co cnh Qung b v nhng lng tim nng nht. SP mi a vo tranh khng thng hiu c bitm nhm ngn chn tnh nh v tr. nhng SP c bit. trang mt khch. - Tip tc hon thin SP v mt - Tip tc ci tin hon thm m. Gim quyt lit nhng thin SP. Th trng - Xy dng nhng - SP a dng ha v mt hng, ch tp trung - Tp trung n lc bn & Sn SP cht lng cao, mu m & kiu cch. vo nhng SP c chi ph vo nhm KH c k sn phm c hiu. thp nht & ang cn sng mua nht. - Cui g, bt u c tiu dng. tm cch d bit ha SP. Gi c. p dng 2 chin lc gi bt u gim gi tip tc gim thu Tip tc gim dy c bn: gi ht phn ngon thu ht KH, y ht KH. hng ha ra th trng, Gi c (cc cao thu li nhun li i th cnh thu hi vn. = Chi cao, thu hi vn u t tranh. ph SX nhanh) & gi bm chc + li. th trng (gi thp len li vo cc th trng).

La chon phn phi:

tp trung hoc chn lc.

m rng.

m rng hn na.

Tr li phn phi tp trung, chuyn mn ha.

Qung co v li ch, gii Hot Ch lm qung co thiu Sp & tc ng vo ng cho SP cht lng KH c tim nng, thc xc tin cao, qung co y h tiu dng hng hn hp cnh tranh. ha.

Qung co cho cc HH c a dng ha, qung co cho s trung thnh vi nhn hiu, vi SP ca Cty Gim thiu cc hot (q/co mang tnh duy ng tit kim chi tr). ph, hoc dng hn.

Mnh nht, tp trung Hot Tip tc xc tin Khuyn khch dng th, to s chung thy ca ng bn ngi bn bn gi u i cho nhng KH vi SP, xc tin xc tin a sp rng ri n KH c tim nng. bn c ngi bn bn ngi tiu dng. ln ngi mua.

* Khi nim gi c. - Trong trao i. gi l biu hin bng tin ca gi tr hng ha. Khi trao i, gi l mi tng quan ca cc loi hng trao i trn th trng. - Vi ngi mua. Gi c l b phn chi ph bng tin m nhiu mua phi b ra tr cho ngi bn s hu hoc s dng 1 n v Sp hng ha dch v no . - Vi ngi bn. Gi l doanh thu m h thu c khi bn 1 n v SP hng ha cho ngi mua. * Cc yu t tc ng n gi c. - Khch quan. - Ch quan. (bn trong DN) 1.c im ca th trng v cu. 1.Cc mc tiu MKT. Cc quyt nh 2.Bn cht v c cu cnh tranh. 2.MKT-mix. v gi. 3.Cc nhn t khc. 3.Chi ph SX. 4.Cc nhn t khc. 1. Mc tiu MKT. Hng ti 1 s ch tiu c th. - Ti a ha li nhun hin hnh: a ra gi cao thu li nhun cao, thu hi vn u t nhanh. Thng a ra gi ht phn ngon, nh gi cao cho nhng SP c nhng nhu cu tng qu mc. - Dn o th trng bng t phn ln, khi lng SP bn nhiu. Bn gi thp, bm chc th trng chim th phn ln. - Dn o th trng bng hnh nh hng ha cht lng cao. Gi bn cc cao. To s tng xng vi hnh nh cht lng cao. - An ton sng st. Bn gi cc thp bng chi ph bin i ( chi tr NVL, lng CNV, ph qun l). Gip Cty vt qua thi k kh khn. - Nhng mc tiu khc. Ngn chn i th cnh tranh (Gi thp nht). M rng th trng, li ko khch hng (gi thp hn). Gi th trng, dng gi u i vi trung gian. 2. Gi c & nhng bin s ca MKT-mix. Chin lc nh v --> Chng trnh MKT-mix. Tm kim xc nh cc gi. --> Xc nh gi. 3. Chi ph SX. xc nh gi c, phi hiu bit c chnh xc chi ph SX bi 3 l do. Hiu bit chi ph SX --> xc nh gi c. P - Z = Li nhun. Gi thnh 1 n v SP s l gii hn thp nht ca hng ha bn ra th trng. Bi ch khi thu chi ph SX mi c th ti SX. Khi kim sot c chi ph SX, c th ch ng thay i gi, bin i gi thi hnh nhng chin lc cnh tranh trn th trng. 4. Cc yu t khc. Cc loi hng ha khc nhau s cho gi khc nhau. Nhiu trng hp, gi c do cht lng ch khng phi do chi ph b ra. Gi chu tc ng ca nhiu yu t, khng th tch lp phn tch. *Tin trnh xc nh mc gi c bn.

1.Xc nh nhim v cho mc gi. 2.Xc nh cu th trng mc tiu. 3.Xc nh chi ph SX. 4.Phn tch gi & XP ca i th. 5.La chn phng php nh gi. 6.La chn mc gi c th. 5.La chn phng php nh gi. - nh gi theo chi ph SX. - nh gi theo gi tr cm nhn. - nh gi theo mc gia hin hnh, nh gi cnh tranh. - nh gi u thu. *nh gi theo chi ph SX. - Phng php cng li vo chi ph: P = Z + % li d kin. u im: n gin d tnh. Trong 1 s ngnh, nu cc DN u dng phng php ny nh gi th gi s c xu hng tng t nhau, cnh tranh v gi s gim thiu. To s cm nhn v l cng bng gia ngi mua & ngi bn. Nhc im: B qua s tc ng ca cu so vi gi, nhu cu ca NTD, s nhn thc ca khch hng. V thc t, trn th trng kh c th c s dung ha v gi c. - Phng php nh gi theo li nhun mc tiu. DN xc nh gi trn c s m bo t sut li nhun mc tiu trn vn u t. P = Chi ph n v + (Li nhun mong mun tnh trn vn u t / S lng SP tiu th). - Phng php nh gi ha vn. *nh gi theo gi hin hnh, gi cnh tranh. - Ly gi ca i th cnh tranh lm c s. Ph bin trong cc trng hp khi chi ph SX kh xc nh hay phn ng cnh tranh khng chc chn th vic ly gi ca i th cnh tranh nh gi l 1 gii php tt. Vi kiu nh gi ny, phn nh s sng sut ca tp th ngnh v gi c, em li s cng bng li nhun ca ton th ngnh. *Chin lc gi cho SP mi. Giai on 1 ca chu k sng SP. C th p dng 2 mc gi. 1.Chin lc gi ht phn ngon. Thng t gi SP mi rt cao, mc cao nht khi NTD chp nhn n. Khi mc tiu dng gim xung, gim gi thu ht nhng KH vn nhy cm v gi. Chin lc ny ch hiu qu khi c 4 k. +Mc cu v SP mi kh cao. +Gi thnh n v SP khi SX hng lot nh khng qu ln n mc khi cng thm chi ph phn phi li trit tiu ht phn li nhun do gi cao mang li. +Gi lc u cao khng nhanh chng thu ht thm i th cnh tranh mi. +Gi cao gp phn to nn hnh nh v 1 SP cht lng cao. 2.Chin lc bm chc th trng. thu ht ng o ngi mua, vi mc tiu dnh th phn ln, t hiu qu theo qui m, nh gi thp. iu kin: +Th trng phi rt nhy cm v gi. Gi thp thu ht khi lng khch hng ln. +SP s t c hiu qu theo qui m. Chi ph SX gim xung theo khi lng hng ha tiu th. +Gi thp khng thu ht thm i th cnh tranh tim n. *nh gi cho danh mc SP. - nh gi cho chng loi SP - nh gi cho SP ph thm. - nh gi cho SP km theo bt buc. - nh gi cho SP ph. * Bn cht knh phn phi. - Knh phn phi l 1 tp hp cc DN & c nhn c lp & ph thuc nhau, tham gia vo qu trnh a hng ha t ngi SX ti NTD. Knh phn phi l 1 nhm cc t chc & c nhn thc hin cc hot

ng lm cho SP hoc DV sn sng cho NTD hoc ngi s dng cng nghip h c th mua hoc s dng. - Knh phn phi gm cc phn t chnh: +Phn t u knh (cc nh SX hoc nh phn phi hng nhp khu). +Phn t cui knh (ngi s dng cui hoc nh s dng cui cng). +Phn t trung gian (i l, mi gii, nh phn phi, bn bun, bn l). * Vai tr ca trung gian. - Cc trung gian trong knh phn phi trong nn KT th trng hin bay ngy cng tr nn ph bin, tr thnh lc lng c lp. c bit trong nhiu loi th trng, lc lng ny li ng vai tr quan trng. + Vi t cch l 1 yu t cu thnh, cc trung gian thc hin nhng chc nng ring bit m bo s cn bng cung cu v chng loi, s lng, thi gian & mt s thch ng linh hot, linh ng gia 1 bn l nhng kh nng cung cp vi 1 bn l nhng thay i trong cu hng ha. + Gim bt mi lin h trong qu trnh giao dch & phn phi do lm tng hiu qu ca qu trinh phn phi ni chung, lm gim chi ph giao dch & phn phi ni ring trn phm vi ton XH. + Gp phn nng cao hiu qu cc chnh sch MKT ca Cty. Khi mi lin h gia nh SX & trung gian c thit lp & qun l tt to k nng cao cht lng nhng dch v cung ng cho KH, gip KH d dng trong qu trnh tm kim HH & DV. * 8 chc nng ca knh phn phi. - Chc nng lu thng phn phi hng ha vt cht. - Chc nng hon thin hng ha. Phn loi, chia nh: bao gi, lp rp. y l nhng chc nng mang tnh cng nghip trong phn phi, to ra gi tr gia tng ca hng ha. - Chc nng thit lp cc mi lin h, to dng & duy tr cc mi lin h vi khch hng. - Chc nng nghin cu th trng & thu thp thng tin. Thng tin v khch hng, v cnh tranh, v HH&DV, v mi trng ni chung. - Chc nng kch thch tiu th thng qua cc hot ng XTHH c phn cng thc hin gia nh SX & trung gian phn phi. - Chc nng m bo kinh ph, tm kim & s dng cc ngun vn p ng nhng yu cu v chi ph hot ng ca ton knh nh mua bn, d tr, gnh chu ri ro. - Chc nng tin hnh thng lng. Thng lng gia cc nh SX vi trung gian, gia trung gian vi nhau, gia trung gian vi KH, gia nh SX vi KH. y l c s thc hin cc chc nng k thut ca knh. - Chc nng thanh ton ti chnh & san s ri ro gia cc thnh vin. Tt c cc chc nng ny ca knh phn phi s c thc hin trong cc hp ng thng mi, m phn gia cc lc lng trong knh, ch r trch nhim, quyn hn, nhng khu vc nh hng ca tng thnh vin knh & k h tr ca ton knh. * Cu trc v t chc knh. 1.Chiu di knh phn phi. - Knh phn phi hng tiu dng. + Knh khng cp: T nh SX n NTD cui cng. Khng c trung gian, gi l knh trc tip. + Knh 1 cp: khi cc nh SX thng qua 1 ngi bn l n vi NTD cui cng, gi l knh trc tuyn. + Knh 2 cp: Nh SX --> bn bun --> bn l --> KH (knh trung bnh). + Knh 3 cp: Nh SX --> i l --> bn bun --> bn l --> KH (knh di). * Knh khng cp: - Xut hin bi 1 s nh SX, 1 s SP. l nhng SP ti sng, i hi thi gian lu thng ngn, lu thng trong phm vi hp. S dng bi cc nh SX nh do qui m SX hp, thng thc hin ng thi c 2 chc nng SX & phn phi duy tr mc li nhun cn thit. Khi nh SX mun s dng kt hp gia bn & xc tin bn thng qua h thng cc ca hng gii thiu SP, cc hot ng MKT trc tip thit lap mi quan h trc tip vi NTD.

- u im: Thi gian lu thng ngn, nh SX c th trc tip lin h vi NTD. Hin nay ngy cng ph bin vi 1 s SP. - Nhc im ln nht: cha phn cng chuyn mn ha gia SX & phn phi. Kh nng ci tin & thch ng SP, tp trung vo nng cao cht lng SP l thc s kh khn. * Knh 1 cp: - C thm s tham gia ca 1 ngi bn l. Thng p dng cho nhng loi HH c tnh thng phm c bit & c cung ng cho nhng KH trong phm vi hp. Khi nhng ngi bn l c k & kh nng KD mnh nh v ti chnh, v SX, v nhn s, v d tr, v bo qun,.. H c qui m KD ln, p ng c nhng yu cu v thanh ton d tr. - u im: thi gian lu thng cng ngn, gim c chi ph lu kho qu t nu s dng nh bn bun. y l loi knh c s phn cng chuyn mn ha v phn phi. - Nhc im: Vic phn cng chuyn mn ha trong phn phi cha trit , hoc l nh SX hoc nh bn l cn phi thc hin chc nng ca nh bn bun. Nng sut lao ng vn b hn ch. * Knh 2 cp: - Loi knh ph bin, m bo 1 s lng HH lu chuyn trn th trng ph hp vi 1 nn SX ln p ng nhng yu cu v bao ph th trng, tng c doanh s bn hng ca nh SX. Thng s dng cho nhng loi HH c gi tr n v thp, chi ph thp, c SX theo tiu chun ha, SX 1 ni & tiu th nhiu ni trn th trng rng hay c mua thng xuyn bi NTD. - u im: cho php thc hin chuyn mn ha 1 cch trit trong phm vi knh phn phi. Gp phn nng cao nng sut lao ng & hiu qu ca qu trnh phn phi. T chc knh da trn 1 kt cu cht ch, cho php p dng cc hnh thc phn phi linh hot c ngi bn bun & bn l. ng thi duy tr 1 mc kim sat & iu khin knh cn thit. - Hn ch: Thi gian lu thng di, chi ph lu thng cho 1 n v SP gia tng. u t cho c s h tng phn phi gia tng. Pht sinh cc chi ph trong phn phi nh d tr, bo qun, kho tng, bn bi.. Trong 1 s trng hp, nh SX kh c th kim sot c s vn ng ca gi c, hng ha cng nh nh gi c vic thc hin cam kt ca nhng nh phn phi trong knh. 1 s trng hp khc, nh SX li b ph thuc vo nhng nh bn bun c th lc, b h chn p v chit khu, tn dng, mc gi bn. * Knh 3 cp: - p dng ph bin cho nhng th trng xa CTy, hoc c s dng khi c nhiu nh SX nh, nh bn l nh cn c 1 i l c s dng, hoc vi t cch i din Cty th trng ny hoc vi t cch l ngi phi hp cung cp SP vi khi lng ln ca nh SX nh. Nh i l lc ny thc hin chc nng qun l ton b h thng phn phi & p ng nhng mc tiu ca Cty trn th trng ny. Vd: hoa qu. 2.Chiu rng knh phn phi. - L s lng ca trung gian cng cp trong knh, nht l s trung gian bn l s quyt nh knh rng hay hp. Nu ch c 1 trung gian duy nht, knh cc hp. Nu c rt nhiu nh bn l, bn bun, knh cc rng. 3 phng thc phn phi ch yu + Phn phi rng ri: tt c nhng ngi c kh nng phn phi HH ca CTy u c tp trung vo knh phn phi. Nhng SP tiu dng, nh SX cn bao ph th trng rng ri. + Phn phi c quyn: ngc vi rng ri, trn mi khu vc th trng, DN ch bn qua 1 trung gian duy nht. Nh SX i hi bn hng c quyn, to ra th cho cc nh SX qun l & iu khin ton b cc chc nng ca knh phn phi. Vd: t. + Phn phi chn loc: nm gia 2 phng thc trn. Ti mi khu vc th trng, chn lc 1 s trung gian phn phi mnh phn phi hng ha SP. Thng t ra nhng tiu chun nht nh chn lc trung gian. l hnh thc ph bin nht ca nhng loi HH mua c chn lc, suy ngh, hoc nhng nh SX ang mun thu ht cc trung gian thng mi. Vd: my tnh, TV. * T chc & hot ng ca knh. 1. Knh phn phi truyn thng. c m t nh 1 tp hp ngu nhin ca cc nh SX, nh phn phi.. H c lp v ch quyn & khng ph thuc v mt qun l ca thnh vin no. Mi c s u ly li ch

ca ring mnh lm trng, khng quan tm n li ch ca knh, l 1 h thng ri rc, lng lo, thng pht sinh nhiu mu thun dc, ngang. - H ly li ch ngn hn tt nht i vi h lm trng, thng khng ng v vai tr mi thnh vin phi lm & li ch tng ng c phn b. Nhng bt ng to ra nhiu mu thun. 2. Knh MKT lin kt dc (VMS). y l cc knh phn phi c chng trnh trng tm & qun l chuyn nghip c thit k t hiu qu phn phi & nh hng MKT ti a. - Cc thnh vin trong knh c s lin kt cht ch vi nhau & hot ng nh 1 th thng nht, v mc tiu chung l tha mn nhu cu th trng ca c h thng. - VMS xut hin l gii php nhm kim sot hot ng ca knh & gii quyt mu thun xung t trong knh. N t c hiu qu theo qui m, kh nng mua bn & trao i HH ln, xa b nhng cng vic trng lp & gim thiu ti a cc xung t trong knh. - cc nc KT th trng pht trin, cc h thng knh VMS tr thnh ph bin & chim 64 % trong cc knh th trng hng tiu dng. - H thng ny thng t chc theo 3 kiu: + VMS tp on l s kt hp cc giai on SX & phn phi v cng 1 ch s hu. y l nhng knh phn phi m tt c cc thnh vin trong knh u thuc quyn s hu ca 1 t chc, hoc ngi bn l c th lm ch cc Cty SX. Cc knh ny l kt qu ca s m rng 1 DN theo chiu dc ngc ln pha trn t nh bn l hoc xui xung pha di t nh SX. + VMS hp tc, hp ng. y l h thng knh phn phi m s lin kt gia cc thnh vin trong knh c thc hin qua cc hp ng rng buc trch nhim v quyn li gia cc thnh vin knh. Bao gm cc c s c lp nhiu khu SX v phn phi khc nhau, cng thng nht chng trnh ca h trn c s cc hp ng, nhm t hiu qu KT v cc mc tiu MKT cao hn khi h hot ng 1 mnh. + VMS c qun l. t c s phi hp cc giai on k tip trong SX & phn phi khng phi qua s s hu chung hay hp ng rng buc m bng quy m & nh hng ca 1 thnh vin knh ti nhng ngi khc. * 11 cn c la chn knh phn phi. 1.Nhng mc tiu ca knh. L mc dch v KH, yu cu mc hot ng ca cc trung gian, phm vi bao ph th trng. Cc mc tiu c xc nh ph thuc mc tiu ca MKT-mix v mc tiu chin lc tng th ca CTy. 2.c im ca KH mc tiu. Nhng yu t quan trng cn xem xt v c im ca KH l quy m, c cu, mt & hnh vi KH. 3.c im ca SP. Nhng SP d h hng, thi gian ngn cn knh trc tip. Nhng SP cng knh cn knh phn phi ngn gim ti a qung ng vn chuyn, s ln bc d. Nhng HH khng tiu chun ha cn bn trc tip. Cn n chu k sng ca SP: g 1 phn phi chn lc, knh ngn & hp. G tng trng, phn phi rng ri, ko di knh, m rng. G bo ha, phn phi rng ri hn na, ko di, m rng knh hn. G suy thoi, rt ngn knh. 4.c im ca trung gian thng mi. Khi t chc knh phn phi, DN phi xem xt n cc loi trung gian thng mi, kh nng mnh yu.. la chn loi trung gian thch hp, cn t ra tiu chun la chn knh. 5.Knh phn phi ca i th cnh tranh. La chn knh mang li li th cnh tranh so vi knh ca di th. 6.c im ca chnh DN. Quy m, ngun lc, SP ca DN s quyt nh n quy m th trng, cch thc phn phi, kiu knh. 7.Cc c im ca mi trng MKT. Khi nn KT suy thoi, knh ngn, rt hp. Khi nn KT pht trin, m rng, ko di knh. Cc mi trng VH, CT, KT-XH, t nhin u c th nh hng n cc knh. 8.Yu cu v mc bao ph th trng. 9.Yu cu v mc iu khin knh. Mc iu khin knh t l thun vi tnh trc tip ca knh. 10.Quy m ca tng chi ph phn phi. Mc tiu ca DN l phi ti u ha hot ng ca c h thng. DN phi la chn c knh phn phi c tng chi ph phn phi thp nht. 11.Mc linh hot ca knh. Phi thch ng vi nhng thay i ca th trng.

*Qun l knh phn phi. - La chn cc thnh vin knh theo nhng cn c, tiu chun. H ch rng buc v li ch KT khi phn phi cho chng ta, cn phi la chn cn thn khi kt hp h li. - Tin hnh khuyn khch cc thnh vin knh. Cc hot ng khuyn khch phi hp l, ng mc, ng ngi, ng thnh tch. Nhng cng cn c nhng bin php x l nhanh nhng v vic tri cam kt. - nh gi hot ng ca cc thnh vin trong knh. nh k nh gi hot ng ca h theo nhng tiu chun nht nh nh mc doanh s, mc lu kho, thi gian giao hng, dch v, qung co.. - Gii quyt cc xung t & mu thun trong knh. Nguyn nhn: Do s khng nht tr gia cc thnh vin trong knh vi mc tiu ca knh phn phi. Do nhng bt ng trong vic nh gi mi trng MKT. Do s thay i trong vic xc nh vai tr ca cc nh phn phi trong knh. Gii php: Cn cn nhc, ty thuc vo nh gi mu thun, xung t. C th p dng 5 bin php. B qua nhng xung t & mu thun ny khi n cha thc s trm trng. iu tit khi 1 bn sn sng nhng b, khi m mu thun ln n cc im. p t khi 1 bn gi a v thng tr ca knh. Tm gii php tha thun khi cc bn cng nhng b. Cng tc khi cc bn cng tm kim 1 gii php chung c th tha mn nhu cu ca tng bn. * Xc tin hn hp. - XTHH bao gm cc hot ng qung co, xc tin bn, bn hng c nhn, tuyn truyn, MKT trc tip. Bn cht ca cc hot ng xc tin chnh l truyn tin v SP v DN ti khch hng thuyt phc h mua. l nhng hot ng truyn thng nhm thng tin v HH&DV, h tr cho vic bn hng, tc ng li ko ngi mua cng nh a HH n tay NTD cui cng. - Cc hot ng truyn thng trong khun kh XTHH ch nhn mnh nhng thay i ci tin & pht trin v SP, nhng li ch m NTD c th nhn c. Nhng hnh thc mi hoc nhng DV mi c cung cp qua h thng phn phi u nhm hng vo 1i tng nhn tin c th c gi l nhng khch hng tng lai ca DN. - Hot ng XTHH c tin hnh trc, trong & ng thi vi qu trnh phn phi. Do n khng ch mang ngha ym tr hoc h tr cho hot ng phn phi m cn gip to lp mi trng MKT thun li cho cc hot ng MKT & kinh doanh ca DN. * Cc yu t cu thnh h thng XTHH. 1. Qung co. L tt c cc hot ng truyn thng gin tip nhm cao tng, HH & DV thng qua cc hot ng, cc phong tin truyn thng i chng & ch th qung co phi tr tin cho cc hot ng . 2. Xc tin bn. L cc hot ng trc tip trong thi gian ngn hn gia tng nhng nhu cu v HH & DV no bng vic nhng b v mt li ch cho nhng trung gian, ngi bn hng, ngi tiu dng cui cng. 3. Tuyn truyn. L nhng hot ng gin tip to dng uy tn, hnh nh ca Cty, ca SP bng nhng bi vit mang tnh thng mi, pht trn cc phng tin thng tin i chng & ch th khng phi tr tin. 4. Bn hng c nhn. l vic gii thiu bng ming v HH & DV vi khch hng nhm mc tiu bn c hng ha. y l 1 hot ng truyn thng trc tip. 5. MKT trc tip. L hnh thc truyn thng hin i, l s kt hp gia qung co & bn hng trc tip vi s h tro ca khoa hc cng ngh tin tin & s pht trin ca XH nh hng trc tip & nhanh chong ti quyt nh mua ca khch hng mi a im. Vd: bn hng, t mua hng qua th, in thoi, mng, catalog.. * Vai tr ca XTHH. 1. Vai tr ca XTHH vi nh SX. Gip gia tng nhng nhu cu (kch thch tiu th), iu chnh thay i c cu nhu cu & hng dn nhng nhu cu mi. Gip n SX tng cng kh nng cnh tranh thng qua cc hnh thc xc tin khuch trng, c bit nhng th trng cnh tranh cao & nhng nhu cu thng xuyn bin ng. Cho php nh SX thng tin cho th trng 1cch nhanh chng v nhng thay

i trong SP & DV, gim nh nhng kh khn khi a SP vo th trng. Gip cc DN thu nhn nhng thng tin phn hi t pha KH lm c s cho vic iu chnh, ci tin SP, cung ng nhng DV, SP mi. 2. Vai tr ca XTHH vi nh phn phi. Gip vic phn phi & bn hng thun li hn, gim bt kh khn khi thm nhp th trng mi hoc a SP mi ra th trng. To uy tn cho cc hng bun, nh hng, ca hng, gip t doanh s bn hng cao & n nh. ng thi c th gii quyt c nhng bin i v nhu cu th trng nhng khu vc & mt hng nht nh. To lp mi quan h gn b gia cc nh phn phi vi cng chng m n phc v. 3. Vai tr ca XTHH vi NTD. Cung cp nhng thng tin v SP mi, nhng thay i & ci tin trong SP. Nhng thng tin v CTy, v gia c & phng thc phn phi gip NTD hiu bit hn v SP & DV, v nhng nh SX & cc nh phn phi trn th trng. Gip NTD tng c c hi la chn trc khi mua, ng thi cung cp cho h nhng li ch v bn thn SP. Gip NTD tit kim thi gian tin bc khi mua sm, gp phn bo v NTD mc nht nh, mt khc cng thc y NTD mong mun 1 mc sng tt p hn. Cc hot ng XTHH ng thi gip cho NTD cng c & tng cng nhng hiu bit nhiu mt v SP & DV, v CTy, c tc dng hng dn (nh hng) cho h trong tiu dng. * Cc bc ca qu trnh XTHH. - M hnh truyn thng MKT. Ngi gi tin --> M ha -->Phng tin truyn thng (Thng ip) --> Gii m --> Ngi nhn tin --> Phn ng p li --> Phn hi --> Ngi gi tin. Trong qu trnh cn c Nhiu do mi trng lm cho thng tin b sai lch. 1.Xc nh ngi nhn tin mc tiu (KH mc tiu). Ni ci g, ntn, u, khi no, ni bng g? 2.Xc nh trng thi ca ngi nhn tin (phn ng p li ca KH mc tiu). 6 biu hin: bit, hiu, thin cm, a thch (quan tm), nh mua (mong mun), hnh ng mua. c chia lm 3 giai on. Giai on nhn thc: bit & hiu. Giai on tm trng (biu cm): thin cm, a thch, nh mua. Giai on hnh ng: hnh ng mua. 3.La chn knh truyn thng, la chn phng tin truyn thng. Knh trc tip & gin tip. 4.Xy dng & thit k thng ip truyn thng. Ni dung thng ip (ni ci g), thng n v cc ti: li ch KT ca hng ha i vi NTD, ti v cm xc, ti v o c, ti v quyn quyt nh mua nhm vo nhng KH, ngi c tnh quyt nh v ngi nh hng ti hnh vi mua. Cu trc thng ip (ni th no cho logic), thng s dng 1 s cu trc nn hay khng nn, hay c 2; a ra lun c khoa hc trc hay sau? Hnh thc thng ip (ni bng g). 5.To tin cy ca ngun tin. Dng tnh chuyn mn (khng c dng din vin ng th), tnh ng tin cy, tnh kh i. 6.Thu nhn thng tin phn hi. * 5 cn c xc lp h thng XTHH. 1.Cn c vo bn cht ca cc cng c XTHH. - Qung co: c tnh i chng, mang tnh XH cao. - Xc tin bn: ch trong thi gian ngn hn. - Tuyn truyn: mang tnh khch quan, tuy nhin chi ph t nhng khng phi lc no cng c. - Bn hng c nhn. - MKT trc tip: chn lc khch. 2.Cn c vo kiu hng ha th trng. - Th trng hng tiu dng cng ph bin rng ri cng tt. Qung co, xc tin bn, bn hng c nhn, tuyn truyn. - Th trng hng TLSX, hng cng knh, ti sng.. Bn hng trc tip, xc tin bn, qung co, tuyn truyn. 3.Cn c vo kiu chin lc ko y ca DN. - Ko: Tc ng vo NTD bng qung co, xc tin bn, bn hng c nhn, tuyn truyn. - y: Tc dng vo trung gian, ngi bn hng bng xc tin bn, bn hng c nhn, qung co, tuyn truyn.

4.Cn c vo trng thi sn sng mua ca NTD. 6 trng thi: bit, hiu, thin cm, a thch (quan tm), nh mua (mong mun), hnh ng mua. 5.Cc giai on ca chu k sng SP. - Giai on gii thiu: qung co, tuyn truyn, xc tin bn. - Giai on tng trng: qung co, tuyn truyn mnh. - Giai on bo ha: xc tin bn, qung co, tuyn truyn. - Giai on suy thoi: gim chi ph. * Cc bc trong hot ng ca tng cng c XTHH. 1.Qung co: - Xc nh mc tiu. - Xc nh ngn sch. - Quyt nh ni dung truyn t. - Quyt nh phng tin qung co. - nh gi chng trnh qung co. 2. Xc tin bn. - Xc nh nhim v. - La chn phng tin. - Son tho, th im, trin khai. - nh gi kt qu ca chng trnh xc tin bn. 3. Tuyn truyn. - Xc nh mc tiu. - Thit k thng ip & chn cng c tuyn truyn. - Thc hin tuyn truyn. - nh gi kt qu tuyn truyn. 4. Bn hng c nhn. - Qu trnh bn hng. - Qun tr bn hng. 5. MKT trc tip. - Xc nh mc tiu. - La chn chin lc cho hng. - Th nghim cc yu t MKT trc tip. - nh gi kt qu ca chin dch MKT trc tip.