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Marketing cn bn

Chng 1 NHNG VN C BN V MARKETING


1.1 QU TRNH RA I V PHT TRIN CA HOT NG MARKETING 1.1.1 Qu trnh ra i ca Marketing - Cc phng thc c sn phm + T sn xut + n cp + n xin + Trao i: l hnh vi thu c mt vt mong mun t ngi khc bng s cng hin tr li mt vt nht nh. => Trong 4 phng thc trn th phng thc trao i c nhiu li th hn c v: h khng cn to ra mi th cn thit phc v cho cuc sng chnh h m ch nn tp trung vo vic sn xut m c kh nng lm c tt nht, sau mang ly n em i cc hng ho khc. * C s hot ng ca Marketing l trao i hng ho. Cc iu kin ca trao i hng ho : + + + +
+

t nht c hai bn tham gia trao i. Mi bn (ngi mua hoc ngi bn) phi c mt ci g hp dn bn kia, c th mang li li ch cho bn kia Mi bn c kh nng cung cp v phn phi thng tin Mi bn c s t do chp nhn v t chi s cng hin ca bn kia Mi bn u tin tng rng l iu kin ng v cn thit trong quan h ca bn kia

* Trong iu kin hot ng trao i cn s khai, Marketing cha pht trin do hot ng Marketing mang tnh t pht. * T nhng nm 50-60: vn tiu th l ch yu tc l DN lm th no h gi bn v phn phi hng n tn tay ngi tiu dng.

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Marketing cn bn * T th k XIX v na u th k XX: sn xut hng ho pht trin (SX i cng nghip c kh, SX hng ho hng lot) nhng mc sng ca ngi dn cn thp => marketing truyn thng * Ngy nay, cung > cu, mc sng ca ngi dn ngy cng c nng cao, tiu th hng ho cc doanh nghip phi nghin cu nhu cu ca ngi tiu dng, trn c s thit k sn phm, xc nh gi, xc nh mng li phn phi, cch thc qung co phi hp nhm tho mn n. chnh l hot ng marketing hin i 1.1.2 nh ngha: Khi mi ra i marketing ch l mt khi nim n gin bt ngun t thut ng ting Anh Marketing, marketing c ngha l nghin cu th trng, lm th trng, ch gii hn trong lnh vc thng mi ch yu l tiu th nhng loi hng ho v dch v c sn nhm thu li nhun, ngi ta gi marketing trong thi ny l marketing truyn thng (hay c in). a. Marketing truyn thng (t khi xut hin n1950).

- nh ngha: Marketing l hot ng kinh t, h tr tiu th bo m vic t ni sn xut n ni tiu th nhm mc ch li nhun. - c trng: + Coi trng sn xut (sn xut l yu t xut pht v quyt nh ton b qu trnh ti sn xut ) + Hot ng marketing din ra ch yu khu lu thng + Mc tiu: tm kim th trng c li nht + Kt qu: ti a ho li nhun trn c s khi lng hng ho bn ra Sau chin tranh th gii th 2 nn kinh t th gii cng nh tng quc gia chuyn sang mt thi k mi. S pht trin mnh m ca sc sn xut, vic ng dng cc thnh tu khoa hc hin i lm cho nhu cu x hi nhanh chng c tho mn. Chnh iu ny y cc doanh nghip phi thay th c bn cc hnh vi kinh doanh ca mnh. H nhn thc c rng: Nu ch lm ra mt sn phm tt vn cha chc tiu th c, iu quan trng nht l sn phm c p ng c nhu cu ca th trng v c c th trng chp nhn hay khng. Trong bi cnh hot ng v quan nim marketing truyn thng tr nn li thi v khng cn hin hu ho na v t marketing hin i ra i. b. Marketing hin i ( t 1950 n nay).

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Marketing cn bn Hin nay mc d c nhng nh ngha khc nhau v marketing v cha thng nht mt nh ngha chnh thc. Mt s nh ngha tiu biu. - nh ngha : + Marketing l mt dng hot ng ca con ngi hng ti vic tho mn nhu cu v c mun thng qua qu trnh trao i v mt loi sn phm dch v no trn th trng (PHILIP KOTLER). Khc vi marketing c in th marketing hin i vi mc tiu l to ra sn phm tho mn nhu cu ca ngi tiu dng vi phng chm l: Hy bn cho th trng ci m th trng cn ch khng phi ci m mnh c. c trng: + Coi trng th trng: th trng va l im xut pht va l khu cui cng ca ton b qu trnh ti sn xut. + Hot ng marketing din ra tt c cc khu ca qu trnh ti sn xut, bt u th trng v kt thc cng th trng + Mc tiu: to ra sn phm ph hp nht vi nhu cu ca ngi tiu dng + Kt qu: ti a ho li nhun trn c s tho mn tt nht nhu cu ca ngi tiu dng 1.1.3 Cc khi nim lin quan n marketing:
a.

Nhu cu (Needs): l trng thi thiu thn ca mt ngi no V d : C n - nhu cu giao tip. i bng - nhu cu n ung.

Nhu cu ca con ngi a dng v phc tp t nhu cu sinh l nh n, mc n nhu cu an ton, giao tip, nhu cu c tn trng. l ci c sn trong bn tnh ca con ngi, marketing khng to ra nhu cu nhng lm tho mn cc nhu cu. Mong mun (Wants): l mt nhu cu c dng c th, tng ng vi trnh vn ho, nhn cch ca c th.
b.

V d : Khi i th: Ngi Vit Nam n cm, c, tht Ngi M: n hambuger, format, bnh m.. Nhim v ca nhng nh tip th khng lm ra nhu cu nhng h phi to lp mi tng quan ni kt gia sn phm ca h v nhu cu ca con ngi. Sn phm Gio trnh lu hnh ni b nhu cu con ngi. Trang 3

Marketing cn bn V d: Ngi bn thng nhm ln gia nhu cu v mong mun. c. Yu cu (Demands): l mong mun c km thm iu kin c kh nng thanh ton. V d: Ti mun mua 1 chic xe, vi kh nng ca ti th ti chn xe my Honda lm phng tin, gi c khng qu t li bn. Cn xe hi Toyota l loi xe cao cp v ch yu l qu t khng hp vi kh nng thanh ton ca ti.

Phn loi nhu cu:


Nhu cu t khng nh NC c qu trng NC x hi Nhu cu an ton Nhu cu sinh l Phn loi nhu cu theo Masslow l sp xp bc nhu cu ca con ngi theo 5 bc th t sau:

him.. a v

Nhu cu sinh l: n, mc, tnh dc, ngh ngi, o c, th lc.. Nhu cu an ton: c che ch, an ton, an ninh, hp php, bo Nhu cu x hi : quan h bn b, gia nh, hip hi, ng phi Nhu cu c qu trng: c uy tn, bng cp, mun thnh t, c

Nhu cu bn ng (t khng nh mnh): v l tng, pht trin nhn cch, sng to, danh ting
Theo Masslow, nhu cu ca con ngi c sp xp theo trnh t t thp n cao, t nhu cu cp bch nht n t do pht trin. Khi tho mn mt s nhu cu thit yu con ngi b thc y hng ti nhng nhu cu k tip ngy cng cao, c tnh cht x hi v l tng d. Hng ho: l nhng g c th tho mn c nhu cu ca con ngi v c php cho bn trn th trng di s dn dt ca gi c. Nhng sn phm c sn xut ra m khng tho mn c nhu cu th khng c gi l hng ho Gio trnh lu hnh ni b Trang 4

Marketing cn bn

Kt Lun: Nhng ngi lm cng tc Marketing khng to ra nhu cu nhng nhim v ca h l bin nhu cu ca khch hng thnh mong mun v sn phm ca mnh Nhu cu l ch n m hot ng Marketing cn phi lm tho mn n, l i tng bn hng cn tm hiu la chn hng ho cho mi cho thch hp. 1.1.4 S ng dng marketing trong thc tin * Theo phm vi ng dng ngi ta chia marketing thnh: marketing ni a v marketing quc t * Theo ngnh: marketing pht trin theo marketing chuyn ngnh + Marketing sn xut: Marketing trong cng nghip Marketing trong nng nghip Marketing xy dng + Marketing trong lnh vc thng mi :

Sn xut hng ho vt cht Lnh vc cung ng - dch v: ngn hng, du lch, bo him...

+ Marketing trong lnh vc phi kinh doanh: y t, gio dc, hot ng chnh tr, vn ng tranh c, cng on, tn gio....... 1.1.5 Mc tiu ca h thng Marketing khng nh mc ch chn chnh nht, ch thc nht ca hot ng Marketing l g, trn thc t tn ti mt s trng phi v quan im khc nhau: a. Nhm t ti mc tiu dng cao nht c th c: Trng phi ny cho rng mc tiu ca Marketing l kch thch mc tiu dng cao nht, n lt mnh mc tiu dng li to ra nhng iu kin cho sn xut, tng vic lm v s giu c cho x hi. C ngha rng con ngi cng mua nhiu hng ho hn cng hnh phc hn. b. Nhm t ti s tho mn cao nht ca ngi tiu dng

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Marketing cn bn Trng phi ny khng nh chnh s tho mn cao nht ca ngi tiu dng l mc ch ch khng phi l mc tiu dng ln nht c th c. Vic tiu dng ch c ngha khi n a li mt s tho mn y nht cho ngi tiu dng. Tuy nhin rt kh nh gi mc tho mn ca h mt cch chnh xc v c th. c. Cho php mt s la chn rng ri nht Trng phi ny quan nim rng, mc ch c bn ca h thng Marketing l m bo cung cp nhng mt hng phong ph nht c th c v cho php ngi tiu dng c mt s la chn rng ri nht. Cn phi cho ngi tiu dng tm ra c nhng mt hng ph hp nht vi th hiu v yu cu ca h . d. Nhm nng cao cht lng cuc sng Nhng ngi theo trng phi ny mun nh gi h thng Marketing khng nhng theo mc tho mn trc tip do n em li cho ngi tiu dng m cn theo c mc nh hng m hot ng trong lnh vc Marketing gy ra i vi cht lng ca mi trng l hc v mi trng vn ho. Bng s kt hp gia cc mt: Cht lng, s lng, mt hng, gi c phi chng v gi tr hng ho mang li cho ngi tiu dng. Cht lng ca mi trng l hc Cht lng ca mi trng vn ho

Tuy nhin, o lng c cc mc cht lng trong thc t hin nay khng phi l d dng v thng nht. 1.2. VAI TR V CHC NNG C BN CA HOT NG MARKETING 1.2.1 Vai tr: * i vi doanh nghip: - Gip doanh nghip tung ra cc sn phm p ng ng nhu cu th trng thng qua hot ng nghin cu th trng. - Marketing gip cho doanh nghip c th tuyn truyn qung b sn phm n nhiu i tng khch hng khc nhau. T ch khch hng bit, quan tm, hiu, tin cho n mua sn phm ca doanh nghip i hi phi c nhiu hot ng Marketing h tr, lm nhp cu ni cho sn phm n ng nhu cu ca ngi tiu dng - Marketing gip doanh nghip ci tin sn phm, gia tng dch v, nh c cc mc gi ng ph vi nhng bin ng trn th trng, c cc chin lc gii phng hng tn kho, ra cc gii php i ph li vi cc i th cnh tranh ca mnh ginh li th phn Gio trnh lu hnh ni b Trang 6

Marketing cn bn

* i vi ngi tiu dng - Ngi tiu dng c nhiu s la chn. Bi v, trc p lc cnh tranh, sn phm c xu hng ngy cng a dng phong ph v kch c, chng loi, kiu dng nhng gi thnh li r hn, cht lng hn v c nhiu dch v u i hn. - Cc hot ng Marketing kch thch nhu cu, khuyn khch s tiu dng nhng mt hng mi hoc hng c kh nng thay th, c kh nng hoc b sung cho sn phm m khch hng ang s dng thi im hin ti - Ngi tiu dng c chm sc tn tnh, chu o * i vi pha x hi - Cc hot ng Marketing c trin khai rng ri rt nhiu doanh nghip s lm cho ca ci ca ton x hi s tng ln vi cht lng tt hn, sn phm a dng phong ph vi gi thnh h s kim ch c lm pht, bnh n c gi c trong v ngoi nc. - Cc hot ng Marketing thc y cc doanh nghip cnh tranh ginh ly khch hng v pha mnh, ginh ly mc tiu li nhun. Cnh tranh l ng lc thc y ton x hi pht trin - Ngoi ra, thc y lng tiu th sn phm tng mnh th cn phi c nhiu dng hot ng Marketing, iu ny gip cho ngi lao ng c vic lm, i sng x hi s ngy cng c ci thin hn. 1.2.2 Chc nng: a. Chc nng thch ng: (product) Nhm lm cho sn phm ca doanh nghip lun ph hp v thch ng vi nhu cu th trng: - Cung cp kp thi cc thng tin v xu hng bin i ca nhu cu sn phm. - Cng ngh sn xut ang c s dng v xu hng hon thin - Trn c s nh hng cho lnh o v chng loi, khi lng sn phm cng ngh la chn, v thi im tung sn phm ra th trng. - Lin kt v phi hp ton b cc hot ng khc nhau ca doanh nghip t thit k sn phm, sn xut th n sn xut i tr, bao b ng gi cho n cc hot ng bo hnh thanh ton - Tc ng thay i tp qun tiu dng v c cu chi tiu ca dn c b. Chc nng tiu th sn phm (price) Gio trnh lu hnh ni b Trang 7

Marketing cn bn Nhm thc hin vic tiu th sn phm trn th trng thng qua vic xc nh nguyn tc xc lp gi v bin dao ng ca gi, cc chnh sch chit khu v cc iu kin thanh ton Xy dng nguyn tc lp gi v h thng gi (da vo TCT, DN hay khch hng)

Xy dng iu kin thanh ton, iu kin giao nhn Xy dng ch kim sot gi Xy dng h thng chit khu

c. Chc nng phn phi (place) Nhm t chc vn ng ti u dng sn phm t khi kt thc qu trnh sn xut n khi n c a n ngi tiu dng cui cng - Xc nh s cp phn phi v s lng nh phn phi - Tm hiu v la chn cc nh phn phi c kh nng nht theo yu cu ca doanh nghip. - T chc vn chuyn hng ho, h thng kho hng la chn phng tin thch hp bo m iu kin, thi gian giao hng vi mc ph ti u. d. Chc nng khuch trng - ym tr (promition) La chn cc phng tin v cch thc thng tin nhm tuyn truyn, h tr cho sn phm thng qua cc tc ng ln tm l v th hiu ca khch hng . Cc hot ng qung co Khuyn mi(Xc tin bn) Xy dng mi quan h cng chng(tuyn truyn) Bn hng trc tip Tm li: 4 chc nng trn y tuy c ni dung v chc nng khc nhau nhng chng khng th tch ri, i lp nhau. Chc nng lm sn phm thch ng vi nhu cu th trng lun gi v tr trung tm, c vai tr lin kt v phi hp cc chc nng phn phi tiu th v ym tr theo mt mc tiu l ti a ho li nhun trn c s tho mn cao nht nhu cu ca khch./.

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Marketing cn bn

Chng 2 TH TRNG TRONG HOT NG MARKETING


2.1. KHI QUT CHUNG V TH TRNG 2.1.1. Khi nim v phn loi th trng : a. Khi nim: Thut ng th trng, tri qua thi gian v gc nghin cu khc nhau, xut hin nhiu nh ngha khc nhau:
-

Theo quan im c in: Th trng l mt ni chn c th ti din ra cc hot ng trao i hng ho hoc dch v gia nhng ngi mua v ngi bn vi nhau Theo quan im ca cc nh kinh t hc: Th trng l ni gp g gia cung v cu ca 1 loi hng ho dch v nht nh.

+ Cung: l s lng ca ci dch v m ngi bn sn sng nhng li vi 1 mc gi no + Cu: l s lng ca ci dch v m ngi mua sn sng mua li vi 1 mc gi no - Theo quan im Marketing cho rng : Th trng l tp hp nhng ngi mua hin c v c th c v mt loi hng ho dnh v no . b. Phn loi th trng: Da trn c s tiu thc khc nhau, ngi ta tin hnh phn loi th trng trong hot ng Marketing nh sau :
Da vo khu vc a l :

V nhng khch hng hin c v c th c ca doanh nghip c phn b trn nhng vng a l nht nh bao gm :

Th trng a phng: l tp hp nhng ngi mua l c dn a phng m


doanh nghip hot ng - Th trng vng: l tp hp nhng ngi mua l c dn a phng v cc a phng ln cn ca doanh nghip - Th trng quc gia: l tp hp nhng ngi mua l c dn ca quc gia ni doanh nghip hot ng

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Marketing cn bn - Th trng quc t: l tp hp nhng ngi mua trong v ngoi quc gia ca doanh nghip Da vo c tnh v thi quen ngi tiu dng
-

Th trng ca doanh nghip l tp hp nhng ngi ang mua hng ca doanh nghip (c th thng xuyn hoc ngu nhin) Th trng ca i th cnh tranh l tp hp nhng ngi ang mua hng ca i th cnh tranh m doanh nghip phi lm th no c th li ko sang mua sn phm ca doanh nghip Th trng ng nghip: bao gm ton b nhng khch hng ca doanh nghip v th trng cnh tranh hp li Th trng tim nng (tim tng ng nghip ): l th trng ng nghip c tng ln nh th trng ca nhng ngi khng tiu dng tng i

+ Nhng ngi khng tiu dng tng i: l nhng ngi hin ti khng mua sn phm ca doanh nghip nhng h l nhng ngi c kh nng tiu th trong tng lai, nu doanh nghip c nhng bin php marketing thch hp + Nhng ngi khng tiu dng tuyt i: l nhng ngi c hin ti v tng lai khng tiu dng sn phm v l do nht nh nh tp qun, tn gio.. Da vo mc ch v tnh cht mua hng .

- Th trng ngi tiu dng: Bao gm tt c nhng c nhn v h gia nh mua hng ha - dch v nhm mc ch tiu dng cho bn thn, gia nh mnh - Th trng k ngh: bao gm nhng c nhn t chc mua sn phm phc v cho ch bin v qu trnh sn xut ca h - Th trng ngi bn li: gm nhng c nhn v t chc mua hng ho dch v nhm bn li hoc cho thu kim li - Th trng cng quyn : l tp hp nhng khch hng mua sn phm phc v cho cc hot ng ca chnh quyn v mc tiu cng chng nh quc phng, y t, gio dc, UBND, th mi trng =>3 loi th trng k ngh, bn li v cng quyn hp thnh th trng t chc. 2.1.2 Phn on th trng 2.1.2.1 nh ngha : Phn on/khc th trng: l qu trnh phn chia th trng tng th thnh nhiu on th trng nh khc nhau v hnh vi mua. Gio trnh lu hnh ni b Trang 10

Marketing cn bn on th trng l tp hp nhng ngi mua c nhng p ng tng i ging nhau trc mt tc ng marketing no ca DN 2.1.2.2 Li ch ca vic phn on th trng: - Xc nh nhu cu ca nhm khch hng mt cch chnh xc, t cng ty hiu r khch hng mc tiu phc v hiiu qu hn. - Do mi cng ty u nhn thc rng cc hng ho ca mnh khng th lm cho tt c mi ngi u a thch. V vy vi doanh nghip cn pht hin nhng th trng hp dn nht m h c kh nng phc v c hiu qu nht. - Vic phn on th trng cho php doanh nghip tp trung n lc nhm tho mn nhng nhu cu nht nh. N l c s doanh nghip la chn chnh xc th trng mc tiu nhm nghin cu xy dng cc c s Marketing ph hp 2.2.2.3 Yu cu: - C th o lng c - C th phn bit c - C tnh kh thi 2.1.3 Xc nh cc tiu thc phn on Tu theo sn phm v tu theo c im ca ngnh kinh doanh, doanh nghip c th la chn mt hoc mt s tiu thc khc nhau: a. Theo tiu thc a l: Vng: ng bng trung du min ni thnh ph a phng Mt dn s: c im dn c, thnh th, nng thn Kh hu

b. Theo tiu thc nhn khu hc: - Tui - Quy m gia nh - Mc thu nhp - Ngh nghip - Tn gio - Gii tnh - Giai on ng i - Tnh trng hn nhn - Trnh hc vn - Dn tc

c. Theo tiu thc tm l x hi: Giai tng x hi, li sng , phong cch sng

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Marketing cn bn d. Theo tiu thc hnh vi: L do mua hng: mua thng thng, mua trong dp c bit Li ch tm kim: hng tt hay r, cng dng, a im bn Tnh trng s dng: cha s dng, s dng, s s dng Cng tiu dng: t, nhiu, va phi Mc trung thnh: Tuyt i, cao, trung bnh, khng

2.2. NGHIN CU TH TRNG: 2.2.1 Mc ch v ngha nghin cu th trng: Bt k cng ty no cng u c thng tin v khch hng bit xem h l ai, cn tho mn nhng g v mua hng nh th no nh tip xc, quan st hi khch hng v sn phm ca mnh cng nh ca i th cnh tranh gip cho cng ty hiu chnh phng n kinh doanh ca mnh sao cho t mc tiu mong mun. 2.2.2 Ni dung nghin cu th trng
2.2.2.1 Qu trnh nghin cu thng tin v khch hng

2.2.2.1.1 Pht hin vn v hnh thnh mc tiu nghin cu - ngha: nh hng kt qu nghin cu - Nhng trng hp cn t chc nghin cu Marketing

+ + + +

Doanh s tt gim Mi tng kinh doanh thay i Thm nhp hay m rng th trng Tung sn phm mi vo th trng

2.2.2.1.2 Tm kim ngun ti liu

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Marketing cn bn
B Bn trong

Bn ngoi

Ngun ti liu th cp DOAN H NGHI P Ngun ti liu s cp Trc tip Th iu tra in thoi T mc tiu nghin cu, chng ta xc nh ngun d liu. K hoch nghin cu c th i hi phi thu thp nhng thng tin t nhng ngun d liu khc nhau, bao gm 2 loi: d liu th cp v d liu s cp a. D liu th cp : l nhng thng tin c ngi khc thu thp v x l theo nhng mc tiu no m doanh nghip s dng li theo yu cu ca mnh Ngun bn trong: l nhng ghi chp v doanh thu, n t hng ca khch hng, bo co bn hng, kt qu nghin cu marketing k trc thng l kt qu ca s sch thng k, k ton. Chng s cung cp nhng thng tin t cc hot ng v cc ghi chp ca cc b phn khc Ngun bn ngoi: bao gm cc ngun thng tin t cc Cng ty nghin cu Marketing, chnh quyn, tp ch chuyn ngnh, cc bo co ca doanh nghip, internet.. * u im ca ngun thng tin th cp + Thi gian thu thp ngn + t tn km, d ly, d tip cn * Nhc im: + Thng tin thng lc hu, tin cy khng chc chn + Thng tin thng khng ph hp vi mc tiu nghin cu Gio trnh lu hnh ni b Trang 13

Quan st

Trao i

Marketing cn bn b. D liu s cp: l nhng thng tin cha qua x l do doanh nghip t thu thp trn hin trng theo yu cu v mc tiu nghin cu ca mnh * u im + Thng tin kp thi, tin cy cao + S liu ph hp vi yu cu nghin cu * Nhc im + Chi ph cao + Thi gian thu thp thng di - Phng php quan st: l phng php thu thp thng tin bng cch quan st cc i tng nghin cu khng c s hp tc. y l phng php kh r, phng php ny c 2 hnh thc: + Quan st bng con ngi: thi hnh vi ca ngi tiu dng + Quan st bng my mc: nh camera, radio cassette, my chp nh, ng h bm giy.. - Phng php trao i (iu tra): l phng php c s dng cho iu tra m t, c da trn bng cu hi dnh cho cc mu iu tra do nhn vin thc hin. Cc hnh thc sau: phng vn c nhn, gi th, iu tra qua in thoi * Phng vn c nhn/ trc tip Ngi phng vn s i mt vi ngi c phng vn, nu ra nhng cu hi chun b trc v ghi li nhng cu tr li ca ngi c phng vn. - u im : + T l tr li cao + Mc linh hot cao: ngi phng vn c th tr li y ng ngha ca cc cu hi v c th hng ngi c phng vn i ng hng ca cuc phng vn + C d liu kp thi - Tuy nhin, phng php ny cng c nhng khuyt im nht nh + Chi ph nghin cu kh cao + Cu tr li d b thin lch + Ngi c phng vn c th ngn ngi khi tr li nhng cu hi mang tnh c nhn v tn km v thi gian khi hp tc. Gio trnh lu hnh ni b Trang 14

Marketing cn bn * iu tra qua th tn Khc vi phng php iu tra , phng php ny thiu s tip xc gia ngi vi ngi. Mc d vy, phng php ny vn c mt s u im sau: + Cu tr li t b thin lch do t chu tc ng ca ngi phng + C th iu tra vi mt s lng ln + Ngi tr li c th gi b mt + Chi ph thp - Cc bin php khc phc: + Phng php tip cn c nhn cao (ghi a ch ca tng ngi ln phong b, tn ngi nhn cng c ghi trong l th) + Theo st v nhc nh ngi c iu tra tr li cu hi + Ha hn vi ngi tr li ci g * iu tra qua in thoi + C u v nhc im ging nh phng vn c nhn + Linh hot hn iu tra qua th + Thi gian nghin cu nhanh + T l tr li nhanh Tuy nhin, phng php ny cng cha c mt s hn ch ging nh phng vn c nhn. So vi phng php c nhn th phng php ny kh xc lp mi quan h hn nu ngi phng vn khng c kinh nghim giao tip qua in thoi. Phng php ny cng rt tn km nu tin hnh trn cc cuc in thoi ng di. Do cng t cu hi cng tt, t cc cu hi trng tm * Cc cng c: cng c my mc v bng cu hi - Cu hi m: l dng cu hi c cu trc nhng khng c cu tr li V d: ng b ngh nh th no khi n Vit Nam t nc chng ti? - Cu hi ng: l dng cu hi c cu trc v c sn cu tr li. Cu tr li ca n c cu trc di nhiu hnh thc + Cu hi phn i: l loi cu hi ch cho php c hai kh nng tr li. VD: Bn c dng loi m phm no ca DEBON khng? a. C Gio trnh lu hnh ni b b. Khng Trang 15

Marketing cn bn + Cu hi sp hng th t: Cc phng n tr li c a ra s sp xp chng theo th t tm quan trng m h t nh gi V d: Khi bn n siu th nng, bn hy cho bit thi phc v ca nhn vin bn hng i vi bn nh th no? a. Rt tt b. Tt c. kh d. Km

2.2.3 Tin trnh mua ca khch hng l ngi tiu dng Tin trnh quyt nh mua ca ngi tiu dng Nhn thc v pht h hin vn nh gi v la chn cc phng n

Tm kim thng tin

Quyt nh mua

Hnh vi sau khi m mua

* Cc vai tr trong hnh vi mua ca ngi tiu dng - Ngi khi xng: l ngi u tin ngh hoc c suy ngh v vic mua sn phm - Ngi nh hng : l ngi m kin ca h nh hng n hnh vi mua - Ngi quyt nh: l ngi quyt nh ton b hoc mt phn ca vic mua - Ngi mua: l ngi thc hin hnh vi mua - Ngi s dng: l ngi tiu dng trc tip sn phm sau khi mua. a. Nhn thc vn (nhn bit nhu cu): L giai on u tin ca tin trnh mua khi khch hng nhn thy c nhu cu hay vn no ny sinh do kch thch ca cc tc nhn bn trong v bn ngoi . Trong giai on ny, ngi lm cng tc Marketing cn phi pht hin nhng hon cnh thng y con ngi t ch thc vn sang hiu vn + Nhng nhu cu no v ang pht sinh + Mi trng no, hon cnh no lm ngi ta thc c vn + Ci g y nhanh ngi tiu dng thc vn

b. Tm kim thng tin :

Gio trnh lu hnh ni b

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Marketing cn bn L ngi tiu dng c kch thch trong hu ht cc trng hp thu thp thng tin, nh gi hiu bit ca mnh v sn phm. Cc ngun thng tin ca ngi tiu dng c th s dng Ngun thng tin kinh nghim: (ngi tiu dng, thc t s m, s dng). Thng tin ca ngi tiu dng c tch lu, ngi ta nh li la chn sn phm Ngun thng tin c nhn: (ngi trong gia nh, ngi quen) thng tin truyn ming Ngun thng mi: qung co, nhn vin bn hng Tnh ph cp : Ngun thng mi > c nhn > kinh nghim Tnh thuyt phc : Ngun kinh nghim > c nhn > ngun thng mi Tuy nhin nh hng ca nhng ngun ny tu thuc vo sn phm v c tnh ca ngi mua - Tin trnh thu thp thng tin => nhm thu hp phm vi la chn - Trong trng hp ny th cc nh hot ng th trng cn phn tch: + Nhng ngun thng tin no m khch hng tm n thu thp, nhng thng tin lin quan n sn phm m h mua. + Ngun thng tin no gy nh hng quan trng n vic khch hng tm n sn phm ca doanh nghip v vic khch hng la chn phng n khc thay th. + Nhng ngun thng tin no ph hp ngi mua d dng thun li trong vic x l thng tin m h cn. c. nh gi la chn cc phng n Trn c s tng hp cc thng tin thu thp c i n la chn cui cng, da vo cc cn c sau: - Cc thuc tnh c bn v c im ch yu to nn sn phm: + c tnh k thut, l ho: cng thc, thnh phn, mu sc, kh c + c tnh s dng: thi gian, b, tnh c th + c tnh tm l: v p, s tr trung.. - Tp hp cc nim tin vo nhn hiu hng ho - S tnh ton v nh gi li ch tng hp ca nhiu thuc tnh khc nhau. d. Quyt nh mua Gio trnh lu hnh ni b Trang 17

Marketing cn bn Sau khi nh gi cc phng n, ngi tiu dng s xp hng cc i tng hnh thnh nh mua nhng phi l th hng nht, tuy nhin, ngi tiu dng vn c th thay i do 2 yu t: Thi ca ngi khc n nh gi cc phng n p nh
m mua hng

Cc yu t
n ngoi d kin

Quyt nh mua m

S biu th cc yu t km hm quyt nh mua - Thi ca nhng ngi khc: thi ca nhn vin bn hng hoc c th l bn b, ngi thn tc ng thun hoc nghch vo nh mua hng - Cc yu t ngoi d kin v hon cnh, mi trng ( mt tin, mt vic, chy nh, m..) pht sinh t ngt v lm thay i nh mua. e. Hnh ng sau khi mua - Bn hng cha hn l xong vi cng ty. Mc tha mn hay khng khi tiu dng nh hng rt ln n hnh vi mua: Nu cht lng ca sn phm = s mong i ca khch hng => hi lng > s mong i ca khch hng => rt hi lng < s mong i ca khch hng => khng hi lng - Hnh ng sau khi mua + Nu hi lng -> ngi tiu dng s mua khi c dp, truyn nhng thng tin tt v sn phm + Khng hi lng -> ngi tiu dng s: Hnh ng khng mua hoc khiu ni
Hnh ng khng dng na v tm nhng ngun thng tin tt v cc sn

phm khc mua.

Gio trnh lu hnh ni b

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Marketing cn bn

Chng 3: CHNH SCH SN PHM TRONG HOT NG MARKETING


3.1

KHI NIM V PHN LOI SN PHM

3.1.1 Khi nim Quan nim truyn thng ca marketing: Sn phm l bt c th g c th a vo th trng to ra s ch , mua sm, s dng hay tiu th nhm tho mn 1 nhu cu, 1 mong mun no . Sn phm c th l: nhng vt th, dch v, a im, tng, hnh nh... 3.1.2 Phn loi a. Phn theo c tnh s dng gm c: - Hng khng bn: l nhng sn phm c th thng ch qua 1 ln hay vi ln s dng, do mua thng xuyn v mua nhiu ln. i vi nhng loi ny cn t chc bn rng ri khp ni, thun tin v qung co mnh gy s ch v s a thch ca khch hng. - Hng lu bn: l nhng sn phm c th thng c s dng nhiu ln trong 1 thi gian tng i di => i hi i ng nhn vin bn hng c trnh bn hng chuyn nghip, quan tm n dch v cho sn phm - Hng dch v: l nhng chui hot ng hay cch thc tho mn nhu cu c mang ra cho bn b. Phn theo mc ch s dng: - Hng tiu dng: l nhng sn phm phc v trc tip cho tiu dng c nhn, n thng c mua da trn nhng thi quen mua sm ca ngi tiu dng, gm c: + Hng tin dng (sn phm s dng hng ngy): l loi sn phm m khch hng mua sm thng xuyn v b t cng sc ra tm kim. Nhim v ca ngi bn l quan tm n h thng im bn hng, phn b ti cc t im dn c Hng thit yu: d tnh trc khi mua, mua bng mi gi Hng tu hng (ngu hng): mua bt ng, khng d nh trc Hng khn cp: mua hng khi nhu cu hin ln bt cht

Hot ng marketing ch yu: knh phi bn l, c trnh by ni bt mt, d thy, d tm kim. ng thi khng ngng nng cao cht lng sn phm v khch hng mua da trn nhng thi quen mua sm l ch yu. + Hng mua la chn: l loi sn phm m trong qu trnh mua sm khch hng phi so snh v la chn cc mt v kiu dng, gi c, cht lng. Nhim v ca ngi Gio trnh lu hnh ni b Trang 19 1

Marketing cn bn bn phi to ra nhiu c hi la chn cho khch hng, 1 thng sn phm rng, t vn cho khch hng la chn sn phm. + Hng chuyn dng: l loi sn phm c nhng c tnh c o, c im ring bit trong vic tho mn nhng nhu cu, ngi mua sn sng b cng sc ra tm kim, khng cn so snh v mua cho bng c. Nhim v ca ngi bn: thc hin nhng thng tin v nhng c tnh ca sn phm, im bn + Hng nm (hng th ng): l loi sn phm t ngh n khi mua n, hng kh tiu th, p ng cho nhu cu th ng. => Ngi bn tng cng n lc trong thng mi, lc lng bn hng, s dng bin php kch thch tiu th (qung co, khuyn mi) Hng k ngh: l nhng sn phm do c nhn hay t chc mua v gia cng thnh nhng sn phm khc hoc dng trong hot ng dch v qun l doanh nghip.
-

+ Hng nguyn vt liu, ph liu cu kin: l nhng loi sn phm tham gia v bin i hnh dng trong qu trnh ch to + Cc loi thit b, nh xng + Cc loi tip liu, dch v:
3.2 BA CP SN PHM/CU TO SN PHM

Sn phm tng Sn phm hin thc Sn phm hon chnh

Ba cp ca sn phm Li li ch (Sn phm tng): ni ln li ch hoc mc ch thc s, c th ca sn phm tc l v n m khch hng mua sn phm
-

Lp hu hnh (Sn phm hin thc): phn nh c im s dng sn phm nh tnh nng s dng, bn, kiu dng, tui th, bao b, nhn hiu sn phm Lp v hnh (Sn phm hon chnh): Phn nh nhng c tnh v hnh c thm vo cho sn phm, nhm tng sc cnh tranh, gi tr trao i v s dng ca sn phm trc cc sn phm cnh tranh. l: cc ch dch v v bo hnh ca sn phm; iu kin giao hng v thanh ton, cc chnh sch qung co => Doanh nghip Gio trnh lu hnh ni b Trang 20 2

Marketing cn bn tm kim nhng cch thc mi tho mn khch hng v to s khc bit sn phm ca mnh 3.3 L THUYT CHU K SNG CA SN PHM 3.3.1. Khi nim v ngha ca l thuyt chu k sng ca sn phm: - Chu k sng cu sn phm (vng i ca sn phm): l thut ng m t s bin i ca doanh s tiu th k t khi sn phm ln u tin xut hin trn th trng cho n khi khng cn tiu th c v rt lui khi th trng - Mi loi hng ho khc nhau th c chu k sng sn phm cng khc nhau: nhng sn phm thng dng thit yu thng c chu k di v n nh, ngc li nhng sn phm mang tnh thi trang, hin i th c chu k ngn 3.3.2 M hnh c trng v cc giai on ca chu k sng ca sn phm
Doanh s v li n nhun ($) D Doanh s L Li nhun T Thi gian S Suy tn

T Thit k SP

T Trin khai SP

P Pht trin

B Bo ha

L L/ cf u t ($)

* Giai on trin khai (t1 - t2 ): Thi gian v doanh thu tng chm, chi ph cao (do y mnh qung co, hon thin sn phm, h tr tiu th) => li nhun thp hoc l - Cc quyt nh Marketing: + V sn phm: gii thiu sn phm, kim tra cht lng sn phm, hiu chnh kh nng thng mi ca sn phm, chng loi hn ch + V gi c: gi linh hot, c kh nng p dng chnh sch gi cao + V phn phi: Phn phi c gii hn + V truyn thng c ng: qung co mnh * Giai on tng trng (t2 - t3): Doanh thu tng mnh, chi ph gim (do gim chi ph qung co v cc chi ph khc), vic m rng th trng thun li => li nhun t cc i - Cc quyt nh Marketing: Gio trnh lu hnh ni b

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Marketing cn bn + V sn phm: Tng cng v tr nhn hiu sn phm, ci tin k thut, m rng chng loi mt hng + V gi c: thang gi rng ph hp cc on th trng, xt kh nng gim gi m rng on th trng + V phn phi: thc hin chnh sch phn phi rng v nhanh + V c ng: Qung co mang tnh cht nhc nh, hn ch qung co v tp trung vo bn hng * Giai on bo ho (t3 - t4): doanh thu tng chm hoc bt u gim dn, chi ph tng (cnh tranh gay gt) => li nhun gim st - Cc quyt nh Marketing: + V sn phm: gim chng loi mt hng (tp trung ci tin nhng chng loi cn hp thi, vt tri v kiu dng) + V gi c: do cnh tranh v gi nn n nh gi + V phn phi: Chn lc li, gim s ngi phn phi + V truyn thng c ng: Thc hin khuyn mi, bn hng c nhn, qung co * Giai on suy tn (t4 - t5) : doanh thu gim, chi ph gim t => li nhun gim mnh - Cc quyt nh Marketing: + V sn phm: Nghim khc ct bt mt hng, gim u t, chuyn hng sn xut + V gi c: Duy tr, c th tng gi mt s sn phm cn kh nng, ph gi s cn li, gii quyt tn kho + V phn phi: Phn phi chn lc v chuyn mn ho + V c ng: Ct gim ti a cc chi ph. Bn hng c nhn c vai tr cc k quan trng * ngha: L c s cho vic nghin cu marketing, tin hnh hot ng marketing trong tng giai on, nm bt c yu cu trong vic pht trin sn phm. 3.4 CC CHNH SCH V SN PHM 3.4.1 Chnh sch cht lng sn phm: * Cht lng sn phm l kh nng ca sn phm trong vic thc hin chc nng m ngi ta giao cho n, bao gm: bn, tin cy, chnh xc, sc nt, tnh a dng v cng dng, dch v hon ho * Chnh sch cht lng sn phm ca mi doanh nghip cn c vo:

Gio trnh lu hnh ni b

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Marketing cn bn + Doanh nghip nhn nhn gc t pha khch hng c ngha l sn phm p ng tho mn nhu cu ca khch hng + Mc cht lng m cng ty la chn t nht phi ngang bng vi i th cnh tranh + Cht lng cn th hin phong cch, dch v km theo 3.4.2 Chnh sch chng loi sn phm: a. Khi nim v thng sn phm/ Chng loi sn phm: l mt nhm sn phm c lin quan mt thit vi nhau do ging nhau v chc nng hay do bn chung cng nhng nhm khch hng hoc c xp chung mt mc gi no . b. Chnh sch chng loi sn phm: Doanh nghip c th m rng hay thu hp danh mc sn phm ca mnh ang c trn th trng ty theo mc cnh tranh hay nhu cu tiu dng. Ph sn phm/Danh mc sn phm: l tp hp nhng nhm chng loi sn phm hay tp hp cc thng sn phm khc nhau ca doanh nghip. Qui m ca ph sn phm c xc nh bi chiu rng, chiu di, chiu su + Chiu rng ca ph sn phm: l tng s lng cc thng sn phm khc nhau ca DN + Chiu di ca ph sn phm: l tng s cc mt hng khc nhau to thnh cc thng ca ph sn phm + Chiu su ca ph sp: l s lng cc phng n la chn mt hng trong khun kh ca tng nhm V d: DANH MC SN PHM CA CNG TY P&G Bt git Tide Oxydol Du gi u Nc x vi Pantenne H&S Pert Organic 3.4.3 Chnh sch nhn hiu sn phm a. Khi nim : Nhn hiu sn phm l tp hp tn gi, kiu dng, hnh v, kiu phng ch, mu sc..hoc bt c c im no cho php phn bit n vi cc sn phm ca doanh nghip khc. Trong nhn hiu cn phn bit: Downy X phng cc Coast Zest Camay Kem nh rng Crest

Gio trnh lu hnh ni b

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Marketing cn bn + Tn ca nhn hiu (Brand name): l phn c c ca nhn hiu nh Sony, Mc Donalds... + Du hiu ca nhn hiu (brand mark): l b phn ca nhn hiu m ta c th nhn bit c (nhng khng th c c) nh l logo, biu tng, hnh v, mu sc, kiu ch c th.. + Nhn hiu thng mi (trade mark)/ thng hiu: l ton b hay mt phn ca nhn hiu c php lut bo h. b. Chc nng ca nhn hiu: - Tha nhn: quyn s hu, uy tn v cht lng v sn phm ca doanh nghip - Phn bit: xc nh sn phm ca cc DN khc - Chuyn bit: th hin c im ring ca sn phm - Thc hnh: thun tin cho vic mua bn sn phm , qun l ca nh nc, bo v ngi tiu dng v x hi. Cn c vo nhn hiu buc DN phi m bo duy tr v pht trin cht lng sn phm c. Yu cu: - Tn nhn hiu: d c, d nghe, d nh (ngn gn v c o), c th phin m ra ting nc ngoi - Nhn hiu phi tun th theo qui nh ca php lut: khng c s dng, sao chp nhn hiu ca ngi khc. - Ngn ng v cc yu t nhn hiu phi ph hp vi phong tc tp qun, ph hp vi dn tc, phi phn nh ng bn cht v ngun gc ca sn phm (thc phm, dc phm), phi ng k quyn s dng 3.4.4 Chnh sch bao b ca sn phm a. Khi nim: Bao b sn phm l vt dng cha ng, bo qun v qung co cho sn phm b. Chc nng: - Chc nng k thut: bo v, cha ng sn phm, thun tin cho vic mua bn sn phm: nh nh lng sn phm, thun tin cho vic vn chuyn, d tr, bo qun v tiu dng ca sn phm. - Chc nng thng mi: cung cp nhng thng tin cn thit cho khch hng, tng sc hp dn ca hng ho, bao b ca sn phm chnh l ngi bn hng im lng c. Yu cu khi thit k bao b: - Phi bo m 2 chc nng thng mi v k thut Gio trnh lu hnh ni b Trang 24

Marketing cn bn - Tun theo cc qui nh ca php lut, k m hiu trn bao b, thng tin, vt liu ch to bao b - Ngn ng v cc yu t trn bao b phi ph hp vi phong tc tp qun - Bao b ph hp vi thi quen 3.4.5 Chnh sch sn phm mi a. Khi nim: Sn phm mi c hiu l tt c nhng sn phm ln u tin c sn xut v kinh doanh ti DN b.Phn loi: - Sn phm mi theo nguyn tc: l nhng SP ln u tin c sn xut v kinh doanh ti DN nhng cha h c sn phm tng t - Sn phm mi theo nguyn mu: l nhng SP ln u tin c sn xut v kinh doanh ti DN nhng da trn mu thit k ca cc hng khc, trn th trng khc. - Sp mi theo kiu ci tin: l nhng sn phm c hon thin v ci tin trn c s sn phm hin c ca DN. c. Cc chnh sch pht trin sn phm mi: Thm nhp th trng: sn phm hin c - th trng hin c Pht trin th trng: sn phm hin c- th trng mi Pht trin sn phm: sn phm mi - th trng hin c a dng ha th trng: sn phm mi - th trng mi

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Marketing cn bn

Chng 4 CHNH SCH GI TRONG HOT NG MARKETING


4.1. GI V CC NHN T NH HNG N VIC NH GI CA DOANH NGHIP 4.1.1. Khi nim v v tr ca chnh sch gi a. Khi nim: Gi c l s tin tho thun gia ngi mua v ngi bn v s trao i mt sn phm no . b. Vai tr: + Gi l mt trong nhng yu t c bn quyt nh vic la chn ngi mua + Gi c l yu t duy nht trong Marketing mix to ra doanh thu do n nh hng n doanh s v li nhun. ng thi n c s dng kh linh hot v theo ui nhng mc tiu khc nhau 4.1.2. Cc nhn t nh hng n vic nh gi ca doanh nghip 4.1.2.1 Cc nhn t bn trong doanh nghip * Mc tiu kinh doanh : Ti a ho li nhun: xc nh mt mc gi m tng ng vi n t mt sn lng tiu th nhm chnh lch gia doanh thu v chi ph l ln nht Tng s lng sn phm tiu th hoc tng th phn ca doanh nghip: thng nh gi thp y mnh vic thm nhp th trng (m rng th phn) Tn ti: Trong iu kin tnh hnh th trng c nhiu kh khn hoc c s cnh tranh gay gt tn ti do doanh nghip t ra gi thp (khng li), thm ch l nhm duy tr lng cu, n nh qui m sn xut Cc mc tiu khc: khng nh cht lng sn phm, uy tn nhn hiu sn phm, dn u v cht lng, ngn chn i th cnh tranh * Chi ph sn xut kinh doanh: Cc cng ty lun c gng nh mc gi m bo b p hon ton nhng chi ph sn xut, phn phi v tiu th, ng thi to ra c li nhun hp l cho nhng ri ro m doanh nghip phi gnh chu. Nu cng ty c th lm gim chi ph trn mt n v sn phm nh tng sn lng bn th vic m rng th trng, tng sn lng bn s c tc dng h gi thnh sn phm. 4.1.2.2 Cc nhn t bn ngoi doanh nghip Nhu cu th trng v sn phm Gi c v sn phm ca i th cnh tranh 4.1.2.3 Cc nhn t khc: nn kinh t khng hong, chin tranh, thin tai, l lt .., hi nhp nn kinh t ton cu, s tin b ca khoa hc k thut Gio trnh lu hnh ni b

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Marketing cn bn 4.2. PHNG PHP XC NH CHNH SCH GI xy dng mt mc gi c s cho sn phm hoc dch v m doanh nghip mong mun a ra th trng cn tin hnh cc bc sau: 4.2.1 Phng php tnh gi theo chi ph: 4.2.1.1. Phng php tnh gi theo chi ph bnh qun cng li Cng thc: Gi bn d kin = Gi thnh sn phm + li d kin V d: Gi s doanh nghip c chi ph v d kin mc tiu th l: + Chi ph bin i /spv: 15650 + Chi ph c nh: 350000000 + S lng d kin tiu th: 70000 sn phm. Tnh gi bn d kin ca doanh nghip bit mc li d kin l 30% gi thnh Chi ph c nh Chi ph n v sp = Chi ph bin i + S lng sn phm tiu th = 15650 + 350000000/70000 = 20650 ng Gi bn d kin = 20650 x (1 + 0,3) = 26845 ng - Nhc im: Phng php ny khng tnh n nhu cu v sn phm ln s thay i gi ca i th cnh tranh, do kh dung ho c s cnh tranh trn th trng v gi c. - u im: kh ph bin, bi d tnh v hu ht cc doanh nghip u p dng. Hn na cch tnh ny c nhiu ngi cm nhn rng, n m bo s cng bng cho c ngi mua v ngi bn 4.2.1.2 .nh gi theo t sut li nhun mc tiu: Li nhun mong mun tnh trn vn u t Gi m bo = Chi ph n v + li nhun mc tiu S lng sn phm tiu th V d: Gi s ngi sn xut u t 1 t ng cho kinh doanh. Chi ph sn xut 1 dn v sn phm l 17500 ng, h mun t c mc li nhun tnh trn vn u t l 20%, s lng tiu th c tnh l 50000sp. Hy tnh gi bn vi li nhun mong mun nh trn? Gii: Li nhun mong mun l: 20% x 1 t = 200000000 Gi bn: 17500 + 200000000/50000 = 21500 Cch tnh ny ph hp vi nhng cng ty c phn ln, cc nh u t cn nhng con s ny nhm xem xt kh nng thu hi vn trong bao lu

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Marketing cn bn 4.2.1.3 nh gi theo im ho vn: L hot ng phn tch nhm bo m cho doanh thu d kin trong nhng hon cnh th trng nht nh c th cho php b p c ton b chi ph b ra, t ho vn Xc nh im ho vn chnh l qu trnh xc nh mt khi lng sn phm cn thit v ti thiu c a ra tiu th vi mc gi d kin nht nh, m ti doanh thu b p ton b chi ph b ra Gi s: gi bn c d kin l g, Tng nh ph l F, tng bin ph l V, doanh thu l D, tng chi ph l C, sn lng ho vn l Qo, v l bin ph ca mt sn phm ta c phng trnh ti im ho vn: D=C G * Qo = F + V = F + v* Qo Qo (g v) = F Qo = F/ g-v

C, D

D Li V L C

Qo Q Tng Chi ph c nh Gi bn chi ph bin i n v * ngha: Phng php ny cho php ngi lm gi xem xt ti cc mc gi khc nhau v nh hng ca chng ti khi lng tiu th v li nhun. Phng php ny cn cho php nh sn xut d bo c khong thi gian c th t c im ho vn v sau kinh doanh c li. 4.2.2 Phng php nh gi theo mc gi hin hnh Khi nh gi da vo mc gi hin hnh, ch yu cng ty xut pht t gi ca cc i th cnh tranh v t quan tm n cc ch tiu chi ph ca mnh hay nhu cu ca khch hng. Theo phng php ny th cng ty c th nh gi ngang bng, cao hn hay thp hn gi ca i th cnh tranh 4.2.3 Phng php nh gi theo gi tr cm nhn ca khch hng: Yu t c bn hnh thnh gi ca ngi bn khng phi l chi ph m l gi tr cm nhn c t khch hng. Cc doanh nghip khc nhau mc d c cng sn phm nhng li c cc mc gi khc bit

Chi ph n v sp =

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Marketing cn bn V d: Gi ca 1 chic o hiu Chenal, Nike, Cardin ..mc du chic o ny ging mt o trn th trng nhng gi ca n cao v khch hng ngoi mua chic o ra cn mua nhn hiu ca n. Hoc gi ca mt ly caf va h khc hon ton so vi mt ly caf trong mt qun sang trng 4.3. CC CHNH SCH GI Nu sn phm cn nh gi ca doanh nghip l mt loi sn phm mi th khi nh gi cho chng, doanh nghip cn vn dng mt s chin lc sau: 4.3.1. Chnh sch phn bit gi L s gim gi nhm khai thc nhu cu khc nhau v thch ng vi nhng khc bit ca th trng. Doanh nghip s a ra nhng mc gi khc nhau cho cng mt loi sn phm nht nh. Bao gm: - Phn bit gi theo cht lng sn phm: Cn c vo cht lng tin hnh phn loi sn phm theo cp, loi cht lng khc nhau, t quy nh cc mc gi khc nhau V d: o s mi nam ca Vinatex c nhiu mc gi mc d mu m v mu sc ging nhau
Phn bit theo i tng khch hng: l nh gi theo tng i tng khch

hng khc nhau. V d: Cc Cng ty Du lch thng c chnh sch phn bit gi cho khch quc t v khch ni a nh l bn v tham quan, gi phng khch sn, v my bay Ngoi ra, doanh nghip c th p dng mt s hnh thc phn bit gi nh: gim gi cho mt s i tng nh sinh vin, hc sinh
Phn bit theo ni chn: l nh gi khc nhau ti cc v tr, a im khc nhau

s dng sn phm V d: nh gi FOB tc l chi ph vn chuyn khch hng chu hoc v tr ngi trong rp chiu phim (mc gi khc nhau)
Phn bit gi theo thi gian tiu th: gi c c thay i theo thi gian nh

ma, ngy, gi i vi mt s sn phm, dch v nht nh. V d: Ti cc qun c ph nh Hawai, Trc Lm Vin ...gi cc loi nc ung vo ban ngy thp hn gi vo ban m t 20%- 30% - Phn bit gi theo iu kin v phng thc thanh ton: Nu khch hng tr tin hng trong thi hn nhanh hn yu cu s c hng gi r hn so vi nhng khch hng tr chm V d: 2/10 Net 60: Doanh nghip thanh ton trong vng 10 ngy hng chit khu 2% - Phn bit gi theo khi lng mua ca ngi tiu dng: p dng t l chit khu cho khch hng mua vi s lng ln Gio trnh lu hnh ni b Trang 29

Marketing cn bn V d: Gi bn mt sn phm A l 10.000, nu mua 100 sn phm c th tr 5%, 500 sn phm c th tr 18%.... 4.3.2. Chnh sch nh gi cho sn phm mi
Phng php cht lc/ ht vng sa: ra mc gi ban u cao khai thc cc

on th trng chp nhn mc gi cao, sau gim dn chinh phc on th trng nhy cm vi gi. * iu kin p dng:

+ + +

Sn phm c o v gi cao h tr hnh nh sn phm Trn th trng c nhng on chp nhn vi mc gi cao Sn phm c chu k sng ngn v chi ph c nh thp

Phng php thm nhp: nh mc gi ban u thp chp nhn l nhm thu ht mt lng ln khch hng. Trn c s tng sn lng tiu th v c c li nhun. * iu kin p dng:

+ Th trng nhy cm vi gi, gi thp cho php loi tr cc i th cnh tranh


thc t v tim tng

+ SP c chu k sng di v chi ph c nh cao


4.3.3. Chnh sch thay i gi 4.3.3.1. Gim gi Vic gim gi c kh nng dn n mt cnh tranh v gi gia cc doanh nghip hoc gp mt s tiu cc v pha khch hng .V vy gim gi, doanh nghip cn phi ht sc cn thn . Gim gi theo phiu u i Gim gi trong dp c bit

Gim gi i hng: gim gi cho ngi mua hng, mang hng c n i, ch yu gi tnh chung thu i vi nhn hiu ca mnh. 4.3.3.2. Chnh sch tng gi: - Nn lm pht trin min trn th gii - Nhu cu qu ln - Nhng sn phm mi, sn phm c ci tin v k tht hoc cc dch v gia tng km theo

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Marketing cn bn

Chng 5 CHNH SCH PHN PHI


Sau khi c sn phm, chn chnh sch ti u th cng vic quan trng mi doanh nghip l phn phi sn phm cho ai, phn phi nh th no 5.1. KHI QUT CHUNG V KNH PHN PHI 5.1.1 Khi nim Theo quan im marketing: Knh phn phi l mt tp hp cc doanh nghip v cc c nhn c lp v ph thuc ln nhau tham gia vo qu trnh a hng ho t ni sn xut n ngi tiu dng 5.1.2 Vai tr - L cu ni gia ngi sn xut v tiu dng - Gim bt u mi giao dch chng cho, trng nhau - Tp trung chuyn mn ho cng vic sn xut hay hot ng thng mi 5.1.3 Chc nng Phn phi lm nhim vu vn chuyn hng ho, dch v t ni sn xut n ngi tiu dng cui cng. V vy phn phi phi m nhn cc chc nng sau: Thng lng, m phn: v gi v vn lin quan tiu th vi khch hng Nghin cu th trng Xc tin hn hp: C ng, a tin, khuyn khch mua sn phm Tip xc: thit lp mi quan h vi khch hng Phn phi vt phm

Chia x ri ro: gnh chu nhng ri ro lin quan n vic thc hin ca knh Hon thin sn phm: bao gi sp xp phn loi thc hin mt s cng vic ca nh sn xut. D nhin cc chc nng ny cn c thc hin nhng vn t ra l nghin cu xem ai l ngi thc hin cc chc nng ny 5.2. CC THNH VIN CA KNH PHN PHI 5.2.1. Nh sn xut: Nh sn xut phi thng xuyn nghin cu, thit lp cc mi quan h vi cc thnh vin ca knh c th chuyn hoc chia x cc cng vic phn phi. 5.2.2. H thng trung gian a. Trung gian bn l

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Marketing cn bn - Trung gian bn l : l nhng doanh nghip thng mi m doanh s ch yu l t vic bn hng ho trc tip cho ngi tiu dng cui cng h s dng vo mc ch c nhn, khng kinh doanh. V d: Cc ca hng bn o qun, shop o qun - m -giy..., siu th, cc ca hng bch ho tng hp, cc dch v bn hng t ng nh nc ung, xng.. b. Trung gian bn s Trung gian bn s l nhng doanh nghip thng mi m doanh s ch yu l vic bn hng ho cho nhng ngi bn li, cho cc x nghip v c quan cng quyn. Gii bn s bao gm: Cc nh bn s thng nghip, cc nh mi gii v i l, cc chi nhnh vn phng sn xut, cc nh bn s tp loi (l hnh thc bn s chuyn bit v 1 lnh vc kinh t no nh i l xng du , cng ty u gi..) 5.3. CC LOI KNH PHN PHI Trong hot ng Marketing, ngi ta chia knh phn phi thnh 4 dng knh 5.3.1 Knh trc tip (knh cp khng): ngi sn xut bn trc tip cho ngi tiu dng
N Nh sn xut N Ngi tiu dng

V d : Bn hng lu ng, t hng qua bu in, Marketing qua in thoi ... Knh Marketing trc tip c nhng li th sau : + Ch ng kim sot dng thng tin v s thuyt phc gia doanh nghip v khch hng. Do khng c trung gian gia khch hng v doanh nghip nn dng thng tin khng b lch lc do nm hon ton di s kim sot ca doanh nghip. S thuyt phc m doanh nghip gi n cho khch hng cng tng t nh vy + Doanh nghip khng phi tr hoa hng cho trung gian. Phn hoa hng ny lm gim doanh thu ca doanh nghip hoc mt mt phn li th gi ca sn phm ca doanh nghip 5.3.2. Knh gin tip : ngi sn xut bn hng ho cho ngi tiu dng thng qua cc trung gian l cc nh bn s v cc nh bn l + Knh cp 1: ngi sn xut thng qua ngi bn l bn cho ngi tiu dng
N Nh sn xut N Ngi bn l N Ngi tiu dng

+ Knh cp 2: Nh sn xut thng qua ngi bn ngi bn s v bn l bn cho ngi tiu dng
N Nh sn xut N Ngi bn s

Ngi bn l

N Ngi tiu dng

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Marketing cn bn + Knh nhiu cp: bn hng cho ngi tiu dng thng qua 3 nh trung gian

N Nh sn xut

N Ngi bn s nh

Ngi bn s

N Ngi tiu dng

N Ngi bn l

S cn thit ca cc trung gian ca Marketing xut pht t cc yu t sau :

+ Ngi trung gian em li hiu qu cao hn trong vic m bo phn phi hng

ho rng khp trn lnh th v a hng n th trng mc tiu


+ Ngi trung gian s lm li cho doanh nghip nhiu hn l doanh nghip c th

t lm ly do c quan h tip xc, vic chuyn mn ho v quy m hot ng ca n. 5.4. CC CHNH SCH PHN PHI 5.4.1 Chnh sch phn phi rng ri: L s lng nh trung gian cng nhiu cng tt

u im: M rng c th trng mt cch nhanh chng vi mc ch l bn c nhiu hng cng tt. Nhc im: C nhiu doanh nghip cnh tranh, khch hng c th mua sn phm ca cc i th, tn km chi ph 5.4.2 Chnh sch phn phi c quyn: L doanh nghip ch c quyn phn phi sn phm ca mnh trn mt khu vc nht nh u: gp phn cao hnh nh ca sn phm, xy dng thng hiu mnh cho sn phmcng nh doanh nghip c m bo vng chc, lu di Nhc: kh m rng c th trng nhanh chng v nghip v bn hng phi c cao tuyt i 5.4.3 Chnh sch phn phi chn lc Doanh nghip la chn cc trung gian sao cho ph hp vi kh nng ca mnh u: kh nng ginh c phn th trng l cn thit vi s kim sot cht ch v chi ph t hn phn phi rng ri Nhc: gp kh khn trong vic kim sot vi cc i l dnh s u i hn cho sn phm ca i th cnh tranh.

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Marketing cn bn

Chng 6 CHNH SCH XC TIN HN HP


Trong marketing hin i khng ch c pht trin sn phm, nh gi sao cho c sc hp dn, to iu kin cho khch hng tip nhn n m cn phi thng tin cho khch hng tim n v hin c. Nh vy, vai tr truyn thng ng vai tr quan trng nh th no trong mi doanh nghip? 6.1. BN CHT, VAI TR CA XC TIN HN HP 6.1.1 Khi nim Truyn thng c ng l nhng hot ng nhm thay i lng cu trn nhng tc ng trc tip hoc gin tip ln tm l v th hiu ca khch hng 6.1.2. Bn cht ca xc tin hn hp Bn cht ca cc hot ng xc tin chnh l truyn tin v sn phm v doanh Ch nghip ti khch hng thuyt phc h mua. V vy, c th gi y l cc hot ng th truyn thng Marketing (Ngi gi Hai yu t quan trng ca truyn thng l ngi gi tin v ngi nhn tin. tin) Nhng trong qu trnh truyn thng c nhiu yu t nh hng Thng ip M ho Phng tin truyn thng Nhiu Phn hi Phn ng p Gii ho Ngi nhn tin

M hnh cc phn t ca qu trnh truyn thng - Ch th truyn thng - ngi gi: L doanh nghip, c nhn, c quan, t chc no c nhu cu gi thng tin cho khch hng mc tiu ca mnh - M ho: L tin trnh chuyn tng thnh nhng hnh thc c tnh biu tng bng mt ngn ng truyn thng no nh: hnh nh, li ni, bn nhc, hnh ng - Thng ip: Tp hp nhng biu tng hay ni dung tin m ch th truyn i. l nhng li ch ca sn phm em li cho ngi tiu dng. Gio trnh lu hnh ni b Trang 34

Marketing cn bn - Phng tin truyn thng: Cc knh truyn thng m qua thng ip do ch th gi ti, v l khch hng mc tiu ca cng ty -Gii m: Tin trnh m theo ngi nhn x l thng ip nhn tin v tm hiu tng ca ch th -Ngi nhn: L i tng nhn tin, nhn thng ip do ch th gi ti, v khch hng mc tiu ca cng ty - Phn ng p li: tp hp nhng phn ng m ngi nhn c c sau khi tip nhn v x l thng ip - Phn hi: Mt phn s phn ng ca ngi nhn c truyn thng tr li cho ch th - Nhiu: Tnh trng bin lch ngoi d kin do mi trng trong qu trnh truyn thng lm cho thng tin n vi ngi nhn khng trung thc vi thng ip gi i 6.1.3. Vai tr v v tr xc tin hn hp - Cung cp cho khch hng tim nng thng tin v sn phm hoc dch v - Thng tin cho nhng ngi mua hng tim nng v cc c tnh v nhng li ch ca sn phm m ngi mua hng s thu c khi s dng sn phm . - Thuyt phc khch hng mua sn phm. Nu nh sn phm l bin s quan trng nht, gi c to ra li nhun ngay lp tc, phn phi gip tiu th sn phm hiu qu nht th xc tin hn hp c coi l bin s hp dn nht i vi ngi mua. Bi v bin s ny c tc dng thc y mi quan tm ca khch hng n sn phm v ra quyt nh mua hng nhanh chng hn. 6.2. CC CNG C CA XC TIN HN HP thng tin cho ngi trung gian, khch hng v cc nhm cng chng vi nhau h thng truyn thng marketing gm c 5 cng c sau: 6.2.1. Qung co: L s thuyt trnh v cc tng, sn phm hay cc dch v thng qua cc phng tin thng tin truyn thng m doanh nghip phi tr tin. V d : qung co du gi u Sunsilk, sa Vinamilk, bo him AIA... 1 * c im im sau Qung co c tnh phi c nhn v l hot ng tr tin nn c nhng c + Tnh i chng cao + Kh nng lp li cao + C th din t khuch trng + C tnh t do cao * Cc phng tin qung co ph bin: - Truyn hnh, radio Gio trnh lu hnh ni b - Pa no - ap phch Trang 35

Marketing cn bn - Bao b, bao gi - Bin hiu qung co - Hnh nh ng - Catolog - T ri, tp gp - Danh b in thoi - Bo, tp ch - Trng by ti im bn Phng tin truyn thng la chn da vo - Mc tiu v tm nh hng (phm vi): s ngi khc nhau c tip xc vi QC trn cc phng tin t nht l 1 ln - Tn s qung co cn t: s ln m 1 hay nhiu ngi ngi tip xc - Mc tc ng mong mun: gi tr t c sau mi ln tip xc - La chn khn thnh gi trng im V mi loi phng tin c mt s u im v hn ch ring do cn phn tch khi la chn Nht bo: D s dng, ph bin, c gi ng, chi ph thp. Tuy nhin cht lng in cn thp, kh lu gi v t chn lc

Ti vi : Kt hp (hnh nh v m thanh ) tc ng cao. Nhc im l gi cao v thi gian ngn Th trc tip: d s dng, c gi chn lc, mang tnh ring t t b cnh tranh nhng mang cm gic thu t gi tr Radio: c tnh i chng, gi r nhng ch c m thanh nn mc thu ht km km hn Tp ch: chn lc c gi, cht lng in tt, tui th cao, d tin cy nhng c tn s thp, v tr qung co khng m bo

Phng tin ngoi tri: lp li cao, c cnh tranh nhng t chn lc ngi xem, khng truyn ti ni dung nhiu Khi la chn nhng phng tin th nn la chn nhng phng tin no l chnh v s phi hp gia chng tu theo mc chi ph dnh cho mi phng tin 6.2.2. Khuyn mi/ Xc tin bn: L nhng hnh thc thng trong thi gian ngn khuyn khch dng th hay mua sn phm dch v nhm gy tc ng n nhu cu ca khch hng. V d: + Nh hng Ph L mi khai trng, thu ht khch qun gim gi 50% trong tun l khai trng + Cng ty du lch Vitour, sau khi t chc tour cho du khch th doanh nghip tng cho khch b su tp tem th v mt chic nn l Vit nam lm qu lu nim Cc cng c xc tin bn: Cc cuc thi, tr chi c thng Hng huyn mi v qu tng Trang 36

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Marketing cn bn - Hi ch trng by v trin lm - Phiu gim gi, th mua hng - Biu din thc hnh sn phm * u im: To ra phn ng mnh v nhanh chng, khuyn khch khch hng mua sn phm ngay lp tc * Nhc im: C tc dng trong thi gian ngn v em li kt qu khng tt trong vic xy dng nhn hiu 6.2.3. Tuyn truyn (Quan h cng chng) L hnh thc thng tin phi c nhn nhm cao hay bo v mt hnh nh ca mt cng ty hay nhng sn phm bng cch khuch trng nhng tin tc c ngha thng mi v chng. V d: Cng ty P& G t chc t qung co OMO gy qu v ngi ngho hoc cng ty Prudental t chc xy nh tnh thng, gip cc hc sinh ngho kh hiu hc... * Cc phng tin quan h cng chng ch yu: - Bi vit trn bo ch, bi pht biu - Bo co hng nm - Hi tho - Ti tr, bo tr - Quyn gp t thin - Cc s kin c bit - Cc n phm - Quan h cng ng - Tp ch doanh nghip * u im: To ra nhn thc c li ca cng chng v sn phm v khuych trng hnh nh ca cng ty * Nhc im: Quan h cng chng thng c tc dng trong thi gian di nn chi ph kh tn km nn thng ch cc cng ty mnh mi p dng 6.2.4. Bn hng trc tip: L vic nhn vin bn hng ca doanh nghip thc hin trc tip vic bn hng cho khch hng. * Cc phng tin bn hng c nhn ch yu: Thuyt minh bn hng Hi ngh bn hng Hng mu c bn hng Hi ch v trng by thng mi * u im: + Kch thch khch hng quyt nh mua sn phm + To ra mi quan h lu di, tt p gia nhn vin cng ty khch hng + Thu thp cc thng tin khch hng * Nhc im: chi ph cao

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Marketing cn bn 6.2.5. Marketing trc tip L mt h thng tng tc ca Marketing c s dng mt hay nhiu phng tin qung co tc ng n mt phn ng p li ca khch hng hay mt giao dch bt k ti a im no * Cc phng tin Marketing trc tip ph bin: Marketing bng catalogue Marketing bng th trc tip Marketing qua in thoi Marketing trn truyn hnh Marketing trn bo v tp ch Marketing bng cc my bn hng t ng * u im: Cho php chn lc khch hng trin vng k hn, gi c b mt cho hot ng Marketing trc cc i th cnh tranh * Nhc im: Chi ph tn km 6.3. CHNH SCH PHI HP CC CNG C XC TIN HN HP PH BIN 6.3.1. Chnh sch phi hp i vi giai on sn sng mua ca khch hng Qu trnh mua hng ca ngi tiu dng gm 5 giai on. Mi giai on i hi s phi hp hot ng xc tin hn hp sn phm khc nhau. Chng ta c th tng kt s phi hp cc cng c xc tin hn hp cho tng giai on mua hng ca ngi tiu dng qua s sau: Nhn bit nhu cu Tm kim thng tin nh gi cc phng n Quyt nh mua nh gi sau khi mua

Qung co, PR

Qung co, bn hng trc tip

Bn hng trc tip

Xc tin bn hng, bn hng trc tip

Qung co, bn hng trc tip

S phi hp cc cng c xc tin hn hp cho tng giai on mua hng ca ngi tiu dng 6.3.2. Chnh sch phi hp i vi cc giai on trong chu k sng sn phm

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Marketing cn bn Cc cng c xc tin hn hp khc nhau cng c tc dng khc nhau theo v tr hin ti ca sn phm trong chu k sng ca n. Cc cng c xc tin u c s tng h ln nhau. * Giai on trin khai - c im: Khch hng cn e ngi khi dng sn phm mi hoc cha bit n sn phm. Nhim v ca truyn thng l qung b, gii thiu sn phm n ngi tiu dng. - Cng c: Qung co, quan h cng chng hoc xc tin bn hng * Giai on pht trin: - c im: Nhu cu ca ngi tiu dng ang mc cao. Vic kch thch mua hng khng phi l mc tiu hng u na m l duy tr sc bn v hn ch cnh tranh - Cng c: Qung co v quan h cng chng nhng mc thp hn giai on trin khai * Giai on chn mui: - c im: Nhu cu tiu dng gim mnh, sc cnh tranh ngy cng gay gt - Cng c: Xc tin bn hng l quan trng nht; tip theo l qung co v bn hng trc tip * Giai on suy thoi: - c im: Sn phm hu nh khng cn ch ng trn th trng. Mi hot ng kch thch nhu cu mi hay cng nh ti to nhu cu u khng mang li hiu qu cao. - Cng c: Xc tin bn hng tip tc c ngha quan trng v qung co ch mang tnh cht nhc nh

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Marketing cn bn

TI LIU THAM KHO


(1). Nguyn Th Thanh Huyn, 2005, Gio trnh Marketing cn bn, Nh xut bn Thng k. (2) Ng Minh Cch, 2008, Gio trnh Marketing cn bn, Nh Xut bn Ti chnh H Ni (4). TS. Phan Thng, TS. Phan nh Quyn, 2007, Marketing cn bn, NXB Thng k (5). Philip Kotler, 2006, Qun tr Marketing (bn dch), NXB Thng k (6) L Th Gii, Nguyn Xun Ln, 2008, Qun tr Marketing, NXB Thng K

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Marketing cn bn

MC LC

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