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CC HOT NG MARKETING VI QU TRNH PHT TRIN SN PHM MI Chnh sch marketing cho mt sn phm mi Sau khi d n sn phm mi c thng qua, doanh nghip cn son chin lc marketing cho sn phm mi. Marketing c v tr quan trng trong s thnh cng ca pht trin sn phm mi.Chin lc marketing sn phm mi ca doanh nghip c cu thnh t cc b phn trng yu sau y:

Miu t th trng mc tiu, d kin nh v sn phm, lng bn, th phn v li nhun trong nhng nm u bn sn phm. Quan im chung v phn phi hng ho v d bo chi ph marketing cho nm u. Nhng mc tiu tng lai v tiu th, doanh s, li nhun, an ton, x hi v nhn vn.

Th no l marketing hn hp (Marketing Mix)? Tp hp bn bin s chnh (sn phm, gi, phn phi v h tr bn hng) cu thnh k hoch marketing ca doanh nghip c gi l marketing hn hp (marketing mix). Bn yu t ca marketing mix tc ng tng h, quyt nh v yu t ny s nh hng n hot ng ca ba yu t cn li.

BN "P" CA MARKETING MIX:

Sn phm (Product): Qun l cc yu t ca sn phm bao gm lp k hoch v pht trin ng nhng mt hng/dch v m cng ty s a ra th trng. Gi (Pricing): Xc nh ng c s gi cho cc sn phm. Phn phi (Placement): Chn la v qun l cc knh thng mi sn phm chim lnh c th trng mc tiu ng thi im v pht trin h thng logistic v vn chuyn sn phm. Xc tin bn hng (Promotion): Gii thiu v thuyt phc th trng dng sn phm ca doanh nghip.

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Chnh sch sn phm Chnh sch v sn phm l nn tng ca chnh sch marketing hn hp, c xc nh da trn k hoch kinh doanh quy m ln hn dnh cho sn phm mi v chin lc marketing tng th cho mi sn phm ang c ca doanh nghip. Khi xem xt chnh sch sn phm, doanh nghip cn quan tm n nhng vn sau: Qun l cht lng tng hp: Vic nghin cu th trng v khch hng khng ch tr li cu hi khch hng cn g, cn bao nhiu, cn vo thi im no v kh nng thanh ton ca h ra sao, m cn phi bit h i hi mc cht lng nh th no, cht lng no c th cho h tho mn nht. Tuy nhin s i hi v cht lng ca khch hng l khng c gii hn, quyt nh mc nh lng thch ng cng ty phi nghin cu mc cht lng ca nhng sn phm cnh tranh thay th. T xc nh nhng yu cu cht lng vi thit k v nh hng qun l cht lng trong qu trnh ch to sn phm. Pht trin nhn hiu v bao b sn phm: Vic la chn nhn hiu cho sn phm c ngha quan trng bo m thnh cng ca pht trin sn phm mi. Vic la chn nhn hiu phi bo m nhng yu cu ti thiu sau:

Phi hm v li ch ca sn phm Phi hm cha v nh v Phi hm v cht lng Tn nhn hiu phi d pht m v d nh Khng trng hoc khng tng t vi nhn hiu ca doanh nghip khc Hp vi phong tc tp qun ca th trng mc tiu.

Quyt nh la chn bao gi sn phm: Bao b sn phm phi m bo thc hin ng thi bn chc nng: bo qun v bn hng ho, thng tin v hng ho, thm m, to nn s hp dn ca sn phm vi khch hng v chc nng thng mi. Nhng yu t ca mt nhn hng tt:

Gi m mt ci g v c tnh ca sn phm chng hn nh li ch, gi tr s dng ca sn phm. D pht m, nh vn v d nh. D phn bit vi cc nhn hng khc. Thch nghi vi sn phm mi c th thm vo dng sn phm sn c ca doanh nghip. ng lut l c th ng k nhn hng vi c quan c thm quyn. (Fundamentals of Marketing McGraw-Hills)

Nhng nh tip th cn ch nhng yu t g khi xem xt cc quyt nh v ng gi v bao b sn phm? ng gi cn m nhim cc chc nng bo v, kinh t, thun li v h tr bn hng. La chn bao b sn phm l cn thit i vi vic xc nh, miu t v xc tin sn phm. Do , nhng kha cnh ny cn c

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cp khi pht trin chnh sch sn phm c th p ng c ng nhng nhu cu ca khch hng mc tiu. (Kotler 1998 trang.367-370) Chnh sch gi Ngy nay, gi c khng phi l yu t cnh tranh hng u nhng vn lun c coi l yu t cnh tranh quan trng trong vic thu ht khch hng c bit l nhng th trng m thu nhp ca dn c cn thp. Trong vic pht trin sn phm mi doanh nghip phi c chnh sch gi thch hp to cho sn phm c ch ng vng chc trn th trng. Trong chnh sch gi i vi sn phm mi, doanh nghip c th theo ui nhng mc tiu c bn sau y:

tn ti (gi cao hn chi ph) ti a ho li nhun trc mt tng th phn thu hi vn nhanh dn u v cht lng Cc mc tiu khc: mt doanh nghip c th dng gi phc v cho mt s mc tiu c th hn. Doanh nghip c th t gi mc thp ngn chn cnh tranh hay t gi bng gi ca i th cnh tranh gi n inh th trng. Gi c th c quyt inh mc gi uy tn cng nh h tr cc hng bun hay trnh s can thip ca Chnh ph.

Tuy nhin, doanh nghip khng th da vo mun ch quan ca mnh nh gi. Bn cn phi tun th nhng rng buc nht nh. Hy tham kho .. Chnh sch gi ht vng (Skimming) v gi thm nhp th trng (Penetration): Khi xc nh gi cho mt sn phm, nht l sn phm mi, doanh nghip cn xem xt nn p dng chnh sch gi ht vng th trng (skimming) hay gi thm nhp th trng (penetration pricing). Chnh sch gi ht vng th trng (Market-Skimming Pricing): ht vng th trng lin quan n vic nh gi cao so vi gi th trng. Chnh sch ny c bit thch hp vi cc sn phm mi v:

Trong giai on u ca chu k sng ca mt sn phm, gi c khng phi l yu t quan trng nht; Th trng s c phn nh theo thu nhp nh gi cao; N c th l mt yu t bo v mt khi gi c xc nh sai; Gi cao ban u s hn ch nhu cu mc sn xut ban u ca doanh nghip.

Chnh sch gi thm nhp th trng: Trong chin lc ny, mt mc gi thp ban u s gip sn phm c c th phn ln ngay lp tc. Tuy nhin, p dng chnh sch ny, nn c nhng iu kin sau:

Sn phm c mc cu gin ln; Gi n v ca sn phm s phi gim i ng k khi sn phm c sn xut theo quy m ln; Doanh nghip cn d tnh trc l sn phm s phi chu cnh tranh mnh ngay khi n xut hin trn th trng;

Chit khu v hoa hng Chit khu:

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Chit khu s lng: Cc n t hng c th gim chi ph sn xut v vn chuyn hng ho. Chit khu thng mi Chit khu thanh ton

Cc khon hoa hng: l vic gim gi bi hon li nhng dch v khuyn mi m cc i l thc hin. Chnh sch phn phi sn phm Ni dung c bn ca chnh sch phn phi trong marketing sn phm mi l thit k v qun l mng li bn hng trong giai on u doanh nghip tung sn phm ra th trng. Mng li bn hng l tp hp cc knh vi s tham gia ca cc ch th khc nhau c sc mnh v uy tn khc nhau a hng ho t doanh nghip sn xut n cc khch hng mt cch thnh cng.Vic thit k v qun l cc knh bn hng ho mi ca doanh nghip phi bo m cc yu cu c bn sau y:

Ph hp vi tnh cht ca sn phm. To iu kin thun li nht cho khch hng trong vic tip cn v tm mua sn phm mt cch d dng. Xem xt knh phn phi ca i th cnh tranh. Cc knh phn phi cn m bo tng doanh s bn ca cng ty v thit lp mi quan h bn vng vi cc trung gian.

Th no l mt i l ca nh sn xut? l mt hng bn bun trung gian bn mt phn hoc tt c dng sn phm ca doanh nghip mt vng lnh th nh trc. Mt i l ca nh sn xut rt c ch trong ba tnh hung di y:

Mt doanh nghip nh vi mt s loi sn phm nht nh v khng c lc lng bn hng. Nh vy, i l l ngi m nhim cng tc bn hng. Mt doanh nghip mun thm mt sn phm hon ton mi hoc c th khng c lin quan vo dng sn phm sn c ca mnh. Nhng i ng bn hng ca doanh nghip cha c kinh nghim i vi sn phm mi hoc i vi mt phn th trng mi. Phn phi sn phm mi ny c th giao cho i l m trch. Mt doanh nghip mun thm nhp vo mt th trng mi nhng i ng bn hng ca h cha pht trin c th m nhim. Doanh nghip c th s dng mt nh i l quen thuc vi mng th trng .

C ba loi knh phn phi chnh: Phn phi c quyn:

Hn ch s nh phn phi trung gian Nh trung gian khng bn hng ca i th cnh tranh; Doanh nghip hy vng khch hng c kin thc v nng ng mua sn phm; Tng cng n tng ca sn phm v c li cao Chn mt a im bn sn phm.

Phn phi c chn lc:

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l phng thc trong s doanh nghip sn xut nhiu hn s nh phn phi v doanh nghip sn xut khng tn nhiu chi ph kim sot cc a im bn hng. Phn phi rng ri: doanh nghip s tm nhiu a im bn hng to thun li cho khch hng tm kim sn phm nhng s mt kh nng kim sot h thng bn hng. Chnh sch truyn thng v xc tin bn hng Khi mt sn phm mi c gii thiu trn th trng, mc tiu chnh ca chnh sch truyn thng v xc tin bn hng l:

Thng bo vi khch hng tim nng rng hin nay c mt sn phm mi, sn phm mi c s dng th no v nhng li ch ca sn phm mi. Bn trc tip cn c tng cng nhm vo c ngi phn phi v ngi tiu dng. Thay v gi in hay gp g tng khch hng, doanh nghip c th gii thiu sn phm mi ti hi ch thu ht c cc khch hng c quan tm.

Cc phng php xc tin bn hng? Bn hng trc tip: u im:

linh hot ln. Nhm thng vo khch hng mc tiu. To ra doanh s bn thc t

Kh khn: Chi ph cao Qung co: u im:

H tr hot ng bn hng trc tipo Thu ht nhng khch hng m i ng bn hng cha th tip th c Ci thin mi quan h vi cc nh bn buno Thm nhp vo mt th trng (a l) mi hay thu ht mt phn on th trng mi Gii thiu sn phm mi M rng kh nng s dng ca mt sn phm Tng doanh s bn hng cng nghip Chng li cc sn phm thay th Xy dng thin ch ca cng chng i vi doanh nghip

H tr bn hng: Hy xem xt hai chnh sch sau:

Chnh sch "ko": Chnh sch ny c s dng khi mc tiu ca doanh nghip l tng lng bn v i hi phi thm nhp vo mt th trng mi. khuyn khch khch hng dng th sn phm

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mi v thuyt phc h khng dng cc sn phm khc, doanh nghip c th s dng cc bin php nh coupon, chit khu thanh ton, pht hng th, v cc loi tin thng. Chnh sch "y": Chnh sch ny gp phn h tr hot ng bn l v thin ch ca cc i l. Cc hot ng h tr trong chnh sch ny c th l o to cho i ng bn hng ca nh i l bn l, trnh by cc im bn hng, v tr cp qung co.

Ti liu qung co: u im:

Chi ph thp hn qung co v bn trc tip em n cho khch hng mt ni dung qung co ng tin cy hn so vi qung co trn cc phng tin truyn thngo Thu ht c s ch ca nhiu ngi hn Khch hng c th c c nhiu thng tin hn ng lc hn

Quan h i ngoi: Nhng hot ng ny c t chc nhm xy dng v pht trin mt hnh nh hay mt mi quan h tt p gia doanh nghip v cng chng - khch hng, nhng nhn vin, c quan a phng v chnh ph. Cc phng tin truyn thng c th s dng trong cc chin dch qung co:

Bo ch V tuyn truyn hnh Th trc tip Truyn thanh Tp ch Qung co ngoi tri HIU NG VAI TR CA I NG BN HNG

Ngi ta thng h thp gi tr ngh bn hng v hiu khng ng n v nhng ngi bn hng. l quan im sai lm. Vai tr ca ngi bn hng l rt ln. Ngoi vic, nhng ngi bn hng l nhng ngi trc tip lm ra doanh thu, h cn l nhng ngi truyn ti hnh nh v b mt ca doanh nghip. Cng vi s pht trin ca cng ngh thng tin nhng thut ng bn hng t ng (sales force automation) hot ng bn hng qua Internet, in thoi, v cc giao dch in t khc ang t ra cu hi vi cc nh doanh nghip: liu chng ta c cn cn i ng bn hng na hay khng? Cu tr li l C. Trc khi hiu c ng n vai tr ca lc lng bn hng, hy t cu hi cho chnh mnh lc lng bn hng lm g? v ti sao mt s hng nh FPT, VDC lun o to v tuyn chn k cng lc lng bn hng trong khi mt s hng tiu dng khc li khng lm nh vy? hay C phi lc no bn hng cng l cung cp gii php cho khch hng hay khng? Gii thch c nhng cu hi trn, cn phi phn bit r ba hnh thc bn hng (bn hng giao dch, bn hng t vn v bn hng quan h chin lc) m y trong phm vi ng dng ca doanh nghip va v nh, ti ch xin trnh by hai hnh thc u tin. Th nht l bn hng mang tnh cht giao dch (transactional sales), hnh thc bn hng p dng cho nhng hng ho tiu dng mang tnh ph bin nh bn chi nh rng, x phng, bt, sch... y l nhng hng ho m ngi tiu dng t c s phn bit v khng i hi s tr gip t ngi bn, vai tr ca ngi bn khng cn c bit quan trng na. iu m ngi tiu dng cn l mt gi c cnh tranh v s thun tin trong vic mua bn. Nh vy th im mu cht vn l xy dng c mt mng li phn phi rng v gi thnh h do vic sn xut t n li th nh quy m. i vi nhng mt hng bn theo hnh thc ny, cc

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hng c th tit kim c chi ph nh p dng cng ngh thng tin hay nhng cng ngh khc. Sn phm doanh nghip ri vo hnh thc bn hng ny l iu nguy him nht, bi li nhun trn tng sn phm ngy cng t, cnh tranh ngy cng cao. Gii php cho nhng sn phm ny s c cp mt chuyn mc khc. Th hai l bn hng t vn (consultative sales) l hnh thc bn nhng sn phm c i km vi dch v t vn. V d: bn cc thit b tin hc, cc sn phm cng ngh cao v nhng sn phm khng d dng s dng v ci t. Ngi bn hng nhng sn phm hnh thc ny cn gip khch hng hiu c nhng vn vng mc ca h, nhng c hi c th c, tm ra nhng gii php sng to cho khch hng. Lc lng bn hng t vn hot ng tt nht khi cc sn phm ca h: khc bit vi sn phm ca i th cnh tranh, sn phm hoc dch v c th thch nghi hoc ty bin theo yu cu ca khch hng, qu trnh chuyn ch v ci t i hi tr gip t pha nh cung cp. Ngoi vic xc nh r sn phm v dch v ca doanh nghip mnh thuc hnh thc no nhm xc nh chc nng v nhim v ca i ng bn hng, doanh nghip cn nn bit rng lun c mt xu th chuyn t bn hng t vn sang bn hng giao dch. C rt nhiu nguyn nhn trong ch yu l nhn thc v sn phm ngy cng tng ca ngi tiu dng. V vy, cc doanh nghip bn hng hnh thc t vn phi lun nng cao trnh ca i ng bn hng nhm to ra nhng gi tr c bit cho khch hng. Mt trong nhng dch v ang c xu hng dch chuyn t bn hng t vn sang bn hng giao dch nh vy Vit nam l dch v thit k website. S khng cn lu na, nhng ngi thnh cng nht l nhng ngi kt hp c vic thit k website vi vic xy dng mt chin lc thng mi in t cho khch hng.

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