* 5 phng n la chn th trng mc tiu.

Ni dung Tp trung Ton b nng 1 on lc v ti chnh, duy nht. k thut cng ngh, nhn s, k nng.. tp trung vo 1 loi KH duy nht.

u im Khc ha su hnh nh Cty v KH. Cc nhn ti, vt lc ca Cty khng b phn tn.

Nhc im ri ro rt cao. Kh c kh nng m rng quy m SX.

Chuyn mn ha tuyn chn.

Chuyn mn ha theo c tnh SP.

Chuyn mn ha theo c tnh th trng.

Chn 1 s on th trng ring bit. Khng chuyn su v 1 th trng no, dng nhiu th trng gim ri ro. Tp trung vo SX 1 loi SP c c tnh nht nh p ng cho nhiu on th trng. Tha mn cho 1 nhu cu nhng c mun khc nhau. Chn 1 nhm KH ring bit, tp trung n lc vo vic tha mn nhu cu a dang ca nhm KH .

ri ro i hi gim thiu. ngun lc KD tng i ln, c bit l nng lc qun l. D dng trong vic to dng hnh nh, danh ting. Ri ro ln khi c Sp mi c c tnh u th hn thay th, do tp trung ht ngun lc vo 1 loi SP. Ri ro khi sc mua ca th trng bin ng ln. Kh chuyn i sang th

iu kin p dng Nhng Cty va & nh, c trnh , k nng su sc v 1 mt hng no , tim lc ti chnh nh, ang gi bn quyn ch tc 1 Sp no . Nhng Cty mi tham gia vo th trng, chn 1 on th nghim nng lc. Nhng Cty ln, c tim lc ti chnh mnh, t chc SX tng i linh hot, c cng ngh tng i a dng.

D dng trong to dng danh ting trong 1 nhm KH. Thun li khi pht

trin SP trng khc. mi. Bao ph Mi KH u l ri ro i hi Ch c nhng DN ln, ton b th trng mc gim thiu. ngun lc tim lc mnh. Cc th tiu ca DN. KD ln. Cty a quc gia, siu trng. ln. SP tng i ng nht, th trng tng i ng nht.

* 3 chin lc p ng th trng mc tiu. Ni dung MKT khng phn bit. Chn ton b th trng lm th trng mc tiu. B qua phn on th trng. SX & phn phi i tr. u im Thu ht c 1 lng KH ng o. Tit kim chi ph nh tit kim chi ph u t, khai thc c qui m SX & phn phi. Tnh KT: ch c 1 kiu chi ph duy nht Nhc im Khng p ng c nhng c mun ring r. B qua cc c hi th trng (s tha mn ca nhng con ngi, nhng on th trng khng cao). Ch s dng 1 loi Sp, kh nng to ra 1 nhn hiu c kh nng thu ht mi KH rt kh khn. Nu c nhiu DN cng s dng loi chin lc ny trn th trng cnh tranh s rt quyt lit v gi c. Phi chi ph, u t cho tng loi Sp. Khng th ni n tnh KT. Kh c th a ra kt lun v kh nng sinh iu kin p dng Nhng Cty nh, hn ch v ti chnh khng th thc hin c. Ch dnh cho cc Cty siu ln, a quc gia, tp on quc t mi c th thc hin c. Th trng phi tri rng.

MKT phn bit.

Cung nhng chng MKT bit cho on

ng Kh nng nh v tng on trinh th trng. p khc ng nhu cu & tng c mun a th dng ca th

Ch c DN ln mi c kh nng thc hin. Nhng DN la chn th trng mc tiu theo phng n

trng mc tiu la chn ph hp vi tng loi.

MKT tp trung.

Dn sc tp trung vo 1 on th trng hay 1 phn th trng m DN cho l quan trng nht & ginh c v tr quan trong on th trng .

trng. Tn dng c mi c hi th trng, tha mn ti a nhng c mun ca KH cc on th trng mc tiu khc nhau. Tp trung c ti chnh, cng ngh, kh nng k thut & cc hot ng MKT trong KD. Thu c siu li nhun. To c th c quyn. Ginh c 1 v tr vng mnh

li ca chin lc CMH Sp, CMH ny. th trng, bao ph th trng. Khi Sp ang giai on bo ha.

ri ro rt cao. on th trng mc tiu c th khng tn ti hoc gim st ln do nhu cu thay i hoc 1 hng cnh tranh c th lc KT mnh tham gia v th trng.

Vi nhng DN nh, ti chnh hn ch, nhng c 1 k nng, Sp c quyn, gi bn quyn ch tc CN. Nhng DN ln, c nh bao ph th trng s tp trung vo 1 on th nghim, sau theo l trnh 'vt du loang'.

* K/n sn phm. (Cc quan im MKT v SP) - Sp l tt c nhng g 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 * 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 2. Tng th trng. trng. tng nhanh, lin tc v KH c tng chm do hiu bit v Doanh Sp mi, NTD SP, tin s cha bit n. tng v c nhng ngi i chng. gim ng cn rt cao, do k, xung Chi ph ang u t mc TB SX SX, ci tin ca ton chu k. lin tc tng, do rt thp, hu Li khi lng nh khng c nhun HH c (l) tiu th nhiu, Khch nhng KH tin phong hng ngi c 3. Bo ha. (di nht) 4. Suy thoi.

t n cc i, sau i gim lin tc xung, tc & kh o tng ngc. trng chm li.

c im

gim mnh, tip tc gim do HH tiu xung mc th rt mnh. thp nht. t n cc i, sau i xung, tc gim lin tc. tng chm li. KH i tr, nhng ngi Nhng KH cui cng,

thu nhp TB cao tr ln, nhng KH chp nhn trc.

c nhu cu & KH truyn c kh nng thng. chi tr.

Lc lng cnh tranh

cha c

Mc tiu chin lc

Truyn thng mnh m v SP & li ch, tc ng mnh vo nhng lc lng tim nng nht.

vo th n nh, chim th phn r nt, bt u d bit ha gia tng SP cho cc mnh m. c mun ring bit, thc hin chi ct th trng. Tip tc m rng th Pht trin trng, gi mnh th vng t phn trng. Gia th trng tng truyn hin c, chia thng v ct th SP cht trng. lng cao, Qung b v qung co nhng cnh tranh thng hiu khng c bitm nh v tr. nhng SP c bit. - Tip tc hon thin SP v mt thm m. - Xy dng nhng SP cht lng cao, c - SP a dng ha v mu m & kiu cch.

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

C gng tn thu, gim thiu nhng tn tht do khng tiu th c HH mang li, chun b sn sng nhng SP mi a vo nhm ngn chn tnh trang mt khch. Gim quyt lit nhng mt hng, ch tp trung vo nhng SP c chi ph thp nht & ang cn c tiu dng.

Chng trnh MKTmix

Th trng & Sn phm

- Tip tc ci tin hon thin SP. - Tp trung n lc bn vo nhm KH c k sn sng mua nht.

hiu. - Cui g, bt u tm cch d bit ha SP. p dng 2 chin lc gi c bn: gi ht Gi phn ngon (cc c. cao thu li nhun cao, thu hi vn u t Gi c nhanh) & gi = Chi bm chc th ph SX trng (gi + li. thp len li vo cc th trng). La tp trung hoc chon chn lc. phn phi: Qung co v li ch, gii thiu Sp & tc ng vo KH c tim nng, thc y h tiu dng hng ha. Khuyn khch dng th, bn gi u i cho nhng KH c tim nng.

bt u gim gi tip tc gim thu ht KH, thu ht y li i KH. th cnh tranh.

Tip tc gim dy hng ha ra th trng, thu hi vn.

Hot ng xc tin hn hp

Hot ng xc tin bn

m rng hn Tr li phn phi tp na. m rng. trung, chuyn mn ha. Qung co cho cc HH c a Ch lm dng ha, qung co qung co cho SP cht cho s trung Gim thiu lng cao, thnh vi cc hot ng qung co nhn hiu, tit kim cnh tranh. vi SP ca chi ph, hoc Cty (q/co dng hn. mang tnh duy tr). Tip tc Mnh nht, xc tin tp trung to bn ngi s chung bn a thy ca KH sp rng ri vi SP, xc

n ngi tiu dng.

tin bn c ngi bn ln ngi mua.