2.1 Khi qut chung v marketing trong kinh doanh hin i. Cu 1: nh ngha marketing, marketing c in .

Marketing: Marketing l qu trnh lm vic vi th trng thc hin cc cuc trao i nhm tha mn nhng nhu cu, mong mun ca con ngi. Nhu cu (Needs): l mt cm gic v s thiu ht mt ci g m con ngi cm nhn c. V d: nhu cu n, ung, i li, hc hnh, gii tr... Nhu cu ny khng phi do x hi hay ngi lm marketing to ra, Chng tn ti nh mt b phn cu thnh ca con ngi. Mong mun (Wants) l s ao c c c nhng th c th tho mn nhng nhu cu su xa. Mong mun ca con ngi khng ngng pht trin v c nh hnh bi cc iu kin kinh t, chnh tr, x hi... nh trng hc; nh th, cha chin; gia nh, tp th v cc doanh nghip kinh doanh. Mong mun a dng hn nhu cu rt nhiu. Mt nhu cu c th c nhiu mong mun. Cc doanh nghip thng qua hot ng marketing c th p ng cc mong mun ca khch hng thc hin mc tiu ca mnh.

Marketing c in: l qu trnh hot ng kinh doanh c lin quan trc tip n dng phn phi - bn hng ha v dch v t ngi sn xut n ngi tiu dng cui cng. Marketing hin i: l ngh thut kt hp, vn dng nhng n lc nhm khm ph, sng to, tha mn v gi m nhu cu ca khch hng to ra li nhun mong mun.

Cu 2: Cc chc nng ca marketing kinh doanh trong cng ty kinh doanh. Cc chc nng ca Marketing. * Lm thch ng sn phm vi nhu cu khch hng. Thng qua vic nghin cu th trng cc thng tin v khch hng v cc yu t nh hng n hnh vi mua hay quyt nh mua ca khch hng, cc nh sn xut kinh doanh to ra nhng sn phm, hng ha lm hi lng khch hng ngay c nhng ngi kh tnh nht. Nhu cu ca khch hng ngy nay thay i nhiu so vi trc kia, nu trc kia nhu cu ca ngi tiu dng ch l vt phm lm tho mn nhu cu thit yu, sinh l th nay ngoi yu t trn hng ha cn phi tho mn nhu cu cao hn nh nhu cu t th hin, tm linh, trnh kin thc, cp bc... Thc hin chui hot ng ca mnh Marketing c th thu tm, phi hp cc hot ng ca b phn k thut, tiu chun ha sn phm, sn xut, nghin cu th trng cc x nghip sn xut bao gi, nhn hiu...nhm mc tiu chung l lm tng tnh hp dn ca sn phm trn th trng, tho mn tt nhu cu ca ngi tiu dng. * Chc nng phn phi. Chc nng phn phi bao gm tt c cc hot ng nhm t chc s vn ng ti u sn phm hng ha t khi n kt thc qu trnh sn xut cho n khi n c giao cho nhng ca hng bn l hoc giao trc tip cho ngi tiu dng. Thng qua chc nng ny, nhng ngi tiu th trung gian c kh nng tt s c pht trin. Ngoi ra n cn hng dn khch hng v cc th tc k lin

quan n qu trnh mua hng, t chc cc t vn ti chuyn dng, h thng kho bi d tr bo qun hng ha... c bit, chc nng phn phi trong Marketing c th pht hin ra s tr tr, ch tc ca knh phn phi c th xy ra trong qu trnh phn phi. * Chc nng tiu th hng ha. Chc nng ny thu tm thnh hai hot ng ln: kim sot gi c v cc nghip v bn hng, ngh thut bn hng. * Cc hot ng ym tr. Thng qua vic h tr cho khch hng, Marketing gip doanh nghip tho mn tt hn nhu cu khch hng v l cng c cnh tranh hiu qu khi m vic ti u ha chi ph dn n vic kh c th cnh tranh bng gi. Cc hot ng ym tr c th k n nh qung co, khuyn mi, tham gia hi tr, trin lm v nhiu hot ng dch v khch hng khc.

2.2 Cc nhn t nh hng ti hot ng marketing ca cng ty kinh doanh. Cu 1: Nhn dng nhng lc lng, yu t, iu kin rng buc ca mi trng v m (kinh t, dn c, chnh tr, php lut, t nhin, cng ngh, vn ha v tm l x hi), mi trng vi m v tc ng ca chng ti hot ng marketing v hiu qu t c ca cng ty kinh doanh. Cu 2: Lin h thc tin trong nhn dng nhng vn v nhng xu th ca ni bt ca mi trng v m v vi m nh hi nhp . Cu 3: Khi nim cc yu t xc nh cu trc th trng . Cu th trng: l nhu cu c sc mua ca ngi tiu dng v mt loi hng ha no m ngi tiu dng sn sng mua hoc s mua. Cung th trng: Marketing: Cung th trng l h thng t chc v vn hnh rng ln bao hm ton b lnh vc sn xut v kinh doanh p ng v tha mn nhu cu th trng. Gi th trng: Khi nim: l mt dn xut li ch tng h khi cu gp cung th trng v c thc hin, l gi tr tin t ca sn phm c pht sinh trong cc tng tc th trng gia ngi mua v ngi bn.

2.4.1 Chnh sch sn phm ca cng ty kinh doanh. Cu 1: Khi nim v cu trc ca sn phm theo quan im marketing. Theo quan im marketing: -Sn phm l tp hp cc yu t hu hnh v v hnh c th to ra s tha mn hay li ch cho ngi mua hay ngi s dng. Cu trc sn phm:

1,Li ch c bn. -L ci m khch hng tht s mua. -Sn phm s mang li li ch ct li g cho khch hng? V d : Bn xe my l bn phng tin i li hay bn phng tin lm sang. Bn in thoi l bn phng tin gi tr hay bn phng tin tit kim thi gian, tin bc, cng sc 2, Sn phm c bn. - L dng c bn ca sn phm, gm: mc cht lng, kiu dng, tn hiu, VD: Sn phm c bn ca cng ty bnh ko Hi l cc loi bnh ko. 3, Sn phm c mong i - Nhng th khch hng mong i khi mua mt sn phm. - Sn phm mong i : Tp hp nhng thuc tnh v iu kin m ngi mua thng mong i v chp nhn khi h mua sn phm . VD: Khi mua 1 chic in thoi smart phone khch hng mong i c gii tr, pin lu, lt web tt, chp nh tt, kiu dng p, 4, Sn phm hon chnh. - Chnh l nhng dch v v li ch thm, (Cc sn phm b sung) tng s cnh tranh ca cng ty i vi i th cnh tranh. VD: Cc hng in thoi thng s bo hnh sn phm cho khch hng 1 nm, cc ph kin nh v bo v, ming dn mn hnh, thng c cc chng trnh dn mn hnh min ph cho ngi dng Iphone. 5, Sn phm tim nng. - Nhng hon thin v bin i m sn phm cui cng c th nhn c trong tng lai. - To ra nhng sn phm tha mn nhu cu mi, i hi cao hn ca khch hng trong tng lai. (Da vo nhng nghin cu, iu tra, khch hng, cc sng to mang tnh t ph, bao b, c im.

Cu 3: Vn dng nh gi thc trng chnh sch chng loi . I. Sn Phm ( Product) 1. Danh mc sn phm Sn phm ca Vinamilk rt a dng v phong ph v chng loi vi trn 200 mt hng sa v cc sn phm t sa: sa c, sa bt, bt dinh dng, sa ti, kem, sa chua, ph mai. V cc sn phm khc nh: sa u nnh, nc p tri cy, bnh, c ph ha tan, nc ung ng chai, tr, chocolate ha tan. Vi nhiu chng loi sn phm, Vinamilk p ng y nhu cu tiu dng ca khc hng v gp phn phn tn ri ro cho cng ty. Tuy nhin, cng c nhng kh khn nh: cng tc qun l, bo qun sn phm, phn phi sn phmGii php c a ra l ch trng ti cc sn phm ang c tiu dng nhiu, xa b nhng sn phm khng c a chung, nng cao cht lng sn phm. Cc dng sn phm ca Vinamilk:

Sa c: chim 34% doanh thu. Sa c l dng sn phm chim t trng cao nht trong c cu doanh thu trong nc ca Vinamilk. Nm 2007, dng sn phm ny t t l tng trng 38% v chim 79% th phn. Mc tng bnh qun giai on 2004-2007 l 22,7%.

Sa ti ( hay sa nc): chim 26% doanh thu. Nm 2007, Sa ti t mc tng trng 18%, chim khong 26% tng doanh thu ca cng ty v c t trng ng gp cao th hai vo doanh thu so vi tt c cc dng sn phm khc. Sa ti Vinamilk chim 35% th phn. y l dng sn phm c tnh a dng cao vi nhiu nhn hiu. Tuy nhin, Vinamilk nhng li v tr dn u trn phn khc th trng ny cho Dutch Lady v cng ty ny c mi quan h cng chng mnh hn v chin lc marketing tt hn. Bnh qun giai on 2004-2007, t tc tng trng 31%.

Sa bt v ng cc n lin: chim 24% doanh thu. Sa bt chim 24% doanh thu nm 2007 ca Vinamilk. Vinamilk (cng vi Abbott v Dutch Lady) l mt trong ba cng ty dn u th trng Vit Nam v doanh s sa bt, trong Vinamilk chim 14% th phn. Doanh thu ca sa bt ph thuc nhiu vo xut khu.

Sa chua: chim 10% doanh thu. Sa chua ung Vinamilk chim 26% th phn v sa chua n chim 96% th phn. Nm 2007, dng sn phm ny t mc tng trng 10% so vi nm 2006. V c mc tng trng bnh qun 26,2%/nm trong giai on 2004 2007. Sn phm khc: chim 6% doanh thu. Nhm sn phm ny bao gm nhiu sn phm khc nhau nh: kem, ph mai, bnh flan, sa u nnh, nc p tri cy, nc tinh khit v tr. C ph l sn phm mi nht ca Vinamilk, vi cc nhn hiu nh Moment Coffee, True Coffee v Kolac.
2. Mu m, bao b Cng ty khng ngn ngi chi ph u t vo bao b. D sau chin dch ny, Vinamilk c th mt li th v gi bn, b li doanh thu tng mnh hn v ngi tiu dng nh n thng hiu nhiu hn. chun b cho nhng ma l, Tt, Vinamilk khng ngn ngi cho thit k, in n bao b mi mang thng ip n vi ngi tiu dng. Chi ph Vinamilk b ra cho cc chng trnh thay i mu m nh th ny thng chim khong 10% tng chi ph.


3. Nhn hiu

Mu m, bao b sn phm p mt, tinh t.

Phn ln sn phm ca Cng ty cung cp cho th trng di thng hiu Vinamilk, thng hiu ny c bnh chn l mt Thng hiu ni ting v l mt trong nhm 100 thng hiu mnh nht do B Cng Thng bnh chn nm 2006. Vinamilk cng c bnh chn trong nhm Top 10 Hng Vit Nam cht lng cao t nm 1995 n nm 2007.

1. Cht lng sn phm

p ng nhu cu ngy cng cao ca ngi tiu dng, Vinamilk khng ngng i mi cng ngh, nng cao cng tc qun l v cht lng sn phm. Nm 1999, Vinamilk p dng thnh cng H thng qun l cht lng theo tiu chun quc t ISO 9002 v hin nay ang p dng H thng Qun l cht lng ISO 9001-2000. Vic ny rt ngn phn no khong cch cht lng so vi sa ngoi nhp v lm tng lng tin, uy tn ca Vinamilk trn th trng cnh tranh. Hin nay, Vinamilk c trn 200 chng loi sn phm, cc sn phm u t cht lng cao, c cc t chc quc t kim nh. V th d dng nhn c s quan tm ca khch hng. Mt trong nhng chin dch nng cao cht lng sn phm c tm nh hng ln l vic hp tc vi Vin Dinh dng Quc gia. Theo , cht lng sn phm Vinamilk s c m bo bng uy tn ca Vin Dinh dng Quc gia. iu ny to ra lng tin i vi ngi tiu dng, khin cho vic tiu th hng ha tr nn nhanh hn.

5. Nghin cu sn phm mi Hin Vinamilk a ra mt s sn phm mi rt hiu qu. Trong , phi k n l: sa gim cn, bia v c ph moment.

Sa gim cn: Hin nay tr em bo ph Vit Nam ang tng cao kt hp vi qua nghin cu th trng sa gim cn, Vinamilk nhn thy t c i th tham gia vo th trng ny, iu ny to ra ng lc cho Vinamilk a ra th trng sn phm mi Vinamilk sa gim cn v ngay lp tc nhn c s ng h ca ngi tiu dng. Khc vi cc sn phm trn th trng, Vinamilk sa gim cn xy dng vi cng thc hiu qu v ch iu tr khoa hc theo tng giai on, h tr ngi tha cn kim sot cn nng mt cch hp l m vn m bo duy tr c mi sinh hot, cng vic hng ngy. Vi mc tiu nghin cu v a ra gii php gim cn hiu qu, an ton, ph hp vi th trng ngi Vit Nam, sn phm ny l mt bc t ph mi gip em li li ch thit thc cho ngi tiu dng. Bia: Hin nay, bia l mt loi thc ung rt ph bin ti Vit Nam, c minh chng qua sn lng bia sn xut tiu th ngy cng tng trong vi nm qua. Nhn thy xu hng ny, Vinamilk ngay lp tc nhy vo th trng si ng ny bng vic lin doanh vi SAB Miller (cng ty sn xut bia ln th nh th gii v sn lng bia) sn xut bia Zorok vi tng u t 27 triu USD. u nm 2007, bia Zorok c a ra th trng v nhanh chng thu ht s ch ca khch hng. C ph moment: Nn kinh t ngy cng hi nhp, p lc cng vic cng theo tng ln. iu ny i hi mi ngi phi lun tnh to trong cng vic v gii php c la chn nhiu nht l ung c ph. V th

th trng c ph nng ln trng thy. Ngay sau , nm 2005 Vinamilk c mt trn th trng c ph vi sn phm c ph moment. Tuy nhin, do mi tham gia th trng, li b cnh tranh gay gt nn Vinamilk khng gy c ting vang ln. Khng chu khut phc, cng vi li th chi cho marketing rt cao ( hn 2 triu USD) Vinamilk a ra hng lot chin lc chim lnh th trng. 2.4.2 Chnh sch gi ca cng ty kinh doanh. Cu 1: Khi nim gi kinh doanh v trnh by cc nhn t nh hng ti vic nh gi ca cng ty kinh doanh. Trong trao i

Gi l biu tng gi tr ca sn phm, l li ch kinh t ca sn phm c tnh bng tin s chp nhn mt mc gi ph thuc rt ln vo s xt on li ch m c thnh vin tham gia trao i nh gi v mc gi Vi ngi mua:

Gi c ca mt sn phm/dch v l khon tin m ngi mua phi tr cho ngi bn c quyn s hu, s dng sn phm/dch v Ngi mua thng c xu hng thch mua gi cng r cng tt Cc yu t nh hng n vic nh gi. - Cc mc tiu ca tip th. Chin lc tip th trong tng giai an vi nhng mc tiu khc bit. Nhng mc tiu ny nh hng chi phi ti vic nh gi. Nhng mc tiu tip th c th l dn u v th phn; dn u v cht lng; xp nhp th trng hoc c th l mc tiu chn xm nhp ca cc i th tim n. Trong mt s trng hp khc, mc tiu tip th c th l duy tr lng trung thnh ca cc trung gian phn phi hoc n c th l cng c khuyn mi ca doanh nghip trong thi gian nht nh. Cng c th gi ca mt sn phm trong chui c nh gi thp (hoc cao) nhm tng cng doanh s cho mt m sn phm khc. c nh gi thp khi n l sn phm cp i hoc nh gi cao khi n l sn phm cnh tranh. - Cc cng c khc ca marketing mix. Gi ch l mt trong cc cng c khc ca marketing mix. Cc quyt nh v gi phi da trn cc quyt nh v thit k, nh v hp, nh v gi tr sn phn phm;chin lc phn phi; chin lc chiu th. T nh mt dng xe cao cp no c cht lng tuyt ho c thit k vi nhng tnh nng m bo an ninh c bit cho cc yu nhn, c trng by cc trin lm c bit th khng th nh gi thp. Trong rt nhiu trng hp ch c th bn c sn phm khi nh gi cao. Thi trang v nc hoa l nhng v d in hnh. - Chi ph ca doanh nghip. Nu khng b chi phi bi cc yu t khc th chc chn vic nh gi sn phm phi thu hi c chi ph tha mn mc tiu li nhun, phng nga v b p nhng ri ro c th. Trong trng hp chi ph ca cng ty cao hn i th cnh tranh khi bn sn phm tng ng, hoc phi chp nhn mc li thp hn hoc phi ng trc nhng bt li v cnh tranh gi. Thng thng ngi ta cn c vo nh ph v bin ph nh gi. Doanh thu n v tr i bin ph n v c gi l s d m ph. - Th trng l yu t nh hng t bit quan trng ti vic nh gi. Bn thn gi th trng c hnh thnh do tc ng cn bng cung cu. Cc lai th trng khc nhau s tc ng khc nhau ti vic nh gi. Th trng cnh tranh han ho; th trng cnh tranh c quyn; th trng c quyn han ton. th trng cnh tranh hon ho th ngi bn phi chp nhn gi sn phm ca mnh l gi th trng tr khi sn phm ca h c c s khc bit no m ngi mua quan tm. th trng c quyn han ton ch c mt ngi bn duy nht, n c th thuc nhm b iu tit ca nh nc (Bu chnh Vit Nam) hoc khng (truyn Thn ng t Vit). Trong trng hp th trng

c quyn b iu tit th vic nh gi phi tun th khung gi ca chnh ph. Khi khng b iu tit, sn phm c nh gi theo mc m th trng chp nhn t li ch m n mang li. Nhm dc phm cn trong thi k bo h quyn s hu tr tu l mt v d in hnh. bt c th trng no th ngi bn cng cn tnh ton c co dn ca sc cu theo gi. N l cn c quan trng cho chin lc nh gi v n phn nh t l gia phn trm thay i lng cu vi phn trm thay i v gi. Nu sc cu t co dn (tr tuyt i co dn nh hn 1) th ngi bn d dng nh gi cao. - S nhy cm v gi ca ngi mua c ngi bn khai thc trit . Nu ngi mua t nhy cm v gi th sn phm s c nh gi cao hn mc bnh thng. Ngi mua s t nhy cm vi gi khi khon chi cho vic mua sn phm chim t l nh trong ngn sch; ngi mua thiu thng tin v th trng, sn phm; sn phm c tnh d bit do n t hng - i th cnh tranh thng qua chin lc gi v nhng phn ng trc hnh ng nh gi ca cc i th khc s l nhng yu t nh hng ti chin lc gi ca cng ty. Ngi mua s so snh cht lng v gi ca nhng sn phm cnh tranh trn th trng, h so snh gi tr dnh cho khch hng ca nhng i th cnh tranh ri h trung thnh vi ngi bn hin ti hoc tm kim nh cung ng khc sau khi xem xt n chi ph chuyn mi nh cung cp. Cu 2: Thit lp s quy trnh v ni dung cc bc trong quy trnh xc lp gi sn phm v chnh sch iu chnh gi ca cng ty kinh doanh. Cu 3: Vn dng nh gi thc trng v quy trnh xc lp gi . 2.4.3. Chnh sch phn phi ca cng ty kinh doanh. Cu 1: Khi nim phn phi v chnh sch phn phi ca cng ty kinh doanh. Knh phn phi sn phm l tp hp cc t chc v c nhn lm nhim v chuyna sn phm t nh sn xut n ngi tiu dng cui cng.Knh phn phi kt hp tt c cc thnh vin tham gia vo tin trnh phn phi gmnh sn xut, nh cung cp dch v, nh bun s, nh bun l, i l v ngi tiu dng. Cc thnh vin tham gia knh phn phi. Nh sn xut: h l rt nhiu nhng cng ty sn xut hng ho v dch v tt c cc lnh vc khc nhau nhng h u c gng sn xut ra nhng sn phm tt hn cc i th cnh tranh. Nh bn bun: h l thnh vin ca h thng knh phn phi, h mua khi lng ln t nh sn xut, bn vi khi lng nh hn cho ngi bn l. Khong cch ca cc trung gian n vi ngi mua gn hn l nh sn xut. Nh bn l: h l nhng ngi thng xuyn tip xc trc tip vi khch hng cui cng. Ngi tiu dng cui cng: y l nhng ngi trc tip s dng sn phm ca nh sn xut.

Chnh sch phn phi ca cng ty kinh doanh.

Cu 2: Khi nim v cc kiu knh phn phi hng ha trn th trng. Theo mc trung gian. Knh trc tip (knh 0 cp): phn phi trc tip t ngi sn xut n ngi tiu dng cui cng khng thng qua cc trung gian phn phi.

Knh ngn (knh 1 cp): Hng ho n tay ngi tiu dng, nh sn xut thng qua ngi bn l. Knh trung (knh 2 cp): Trong knh, ngoi ngi bn l cn c thm ngi bn bun, cu trc ny thng c s dng ph bin cho nhng loi hng ho c gi tr thp, c mua thng xuyn. Knh di (knh 3 cp): c s dng khi c nhiu nh sn xut nh v nhiu ngi bn l.

Theo mc lin kt. Knh thng thng: l mt h thng knh bao gm mt mng li cc nh sn xut, nh bn bun v nh bn l, hot ng tng i c lp. nhng thng v bun bn c hnh thnh mt cch n l hoc ngu nhin gia cc bn m khng c rng buc lu di ln nhau. Knh lin kt dc (VMS): y l nhng knh c t chc, thit k theo nhng tnh ton t trc m bo s rng buc v quyn li v trch nhim gia cc thnh vin trong knh vi nhau. Mc tiu ca tng thnh vin c t trong mc tiu chung ca c h thng. Nh sn xut, nh bn bun, nh bn l hot ng nh mt th thng nht. Cc loi knh lin kt dc: Knh VMS c qun l: knh lin kt dc m mt thnh vin c nhng c s sc mnh t nhin vn c ca h => h tr thnh ngi lnh o trong knh, cc thnh vin khc t nguyn i theo chp nhn nhng yu cu v chin lc m h a ra. Knh VMS tp on: y l nhng knh lin kt dc m mi thnh vin trong knh u thuc quyn s hu ca mi t chc, mi c nhn. Thc cht quan h gia cc thnh vin trong knh gi tr thnh quan h ca mt t chc. y l kiu knh c mc kh nng iu khin gia cc thnh vin l cao nht v kiu knh ny c th iu khin bng cc bin php hnh chnh mnh lnh

Knh VMS hp ng: Cc thnh vin trong knh c lin kt vi nhau bng bn hp ng. Cc thnh vin trong knh c sc mnh ngang nhau, cng vic trch nhim, quyn li ca cc bn c ghi trong hp ng. Cu 3: Mc tiu v ni dung ca chnh sch phn phi, cc chnh sch phn phi chnh: phn phi cng , phn phi c quyn, phn phi la chn. Phn phi cng : Bn sn phm qua v s cc TGTM trn th trng; s dng nhiu trung gian mi cp knh, c bit l lc lng bn l Phn phi c quyn: Trn mi khu vc doanh nghip ch bn sn phm ca h qua 1 TGTM duy nht v TGTM c chn phi thc hin phng thc bn c quyn Phn phi chn lc:

Doanh nghip ch bn sn phm ca h qua 1 s TGTM c chn la theo nhng tiu chun nht nh Cu 4: Vn dng nh gi La chn: H thng phn phi ca omo Vit Nam ca Uliver. Nm 1995, Unilever vo Vit Nam v quyt nh to ra mt h thng tip th v phn phi trn ton quc, bao qut hn l 100.000 a im. Unilever a khi nim tiu th bn l trc tuyn, s dng nhn vin bn hng n tng ca hng bn l theo tuyn. Lng tiu th omo ca Uliver ti Vit Nam. Nm 2008 2009 2010 (6 thng u nm)

Sn lng (sn phm)

1.699.428.000

2.030.816.460

2.422.857.143

Doanh thu (t)

14,87

17,8

21,2

Bo co doanh thu v lng bn omo. (Ngun :www.bigc.com.vn) OMO l thng hiu s 1 trn th trng cht ty ra. Omo l thng hiu ln nht ti VN. Omo c cng nhn thng hiu ti Vit Nam, 2005 (ACN Omnibus) 98% h gia nh Vit Nam c gng dng Omo t nht mt ln (TNS tiu dng Bng iu chnh) Knh trc tip: t ngi sn xut bn trc tip cho ngi tiu dng cui cng. Lc lng bn hng tn nh, hay bn hng qua th, t hng qua th, bn qua Catalogo Ngi tiu dng mua sn phm nh cc phng tin thng tin qung co m khng cn gp trc tip ngi bn. Knh gin tip: cc trung gian nm gia ngi sn xut v ngi tiu dng Th trng Vit Nam 75% trn 82 triu dn sng nng thn.

 Th trng truyn thng bn l phc tp v chim a s vi hn 450.000 ca hiu, ca hng bn s. Ngi tiu dng c thi quen mua hng ngy. Nh sn xut => nh bn l => ngi tiu dng. y l knh 1 cp Sn phm Omo c bn ti cc siu th bn l nh Big C, chui siu th Coopmart, h thng Maximax Knh phn phi ny tp trung hng n ngi tiu dng cui cng, tiu th vi s lng nh nhng thng xuyn.

Nh sn xut => nh bn bun => nh bn l => ngi tiu dng y c gi l knh cp 2 Sn phm Omo c bn ti cc trung tm thng mi phn phi ln, cc h thng siu th bn bun nh Metro ti cc tnh thnh ph ln cung cp vi s lng ln cho cc nh bn l n tay ngi tiu dng . Dng sn phm ca Omo ch yu hng n cc nh bn l vi s lng ln. Nh sn xut => i l => nh bn bun => nh bn l => ngi tiu dng. y cn c gi l knh 3 cp Sn phm sau qu trnh sn xut c a n cc i l i din ca cng ti. Hin nay, cng ty Unilever Vit Nam c mt trung tm phn phi c t ti Bnh Dng

Nh vy, chin lc phn phi l m rng th trng, m rng cc i l, tng dn v s

lng v cht lng cc knh phn phi. Vn ch yu hin ny: T l chit khu thp hn cc i th cnh tranh. Chit khu ca Unilever (Omo) l 1,5% cho cc i l bn l (phi thanh ton ngay) Chit khu ca P&G (Tide) l 3,5% c trng by, 1,5% nu khng trng by (c th tr sau vi ngy).

Cc nh phn phi s cn nhc khi quyt nh bn nhn hng no.

Knh phn phi ca Unilever qu ln, ri rc lm chi ph duy tr h thng rt ln, nh hng n li nhun ..

 Cng ti phi u t thm chi ph vn ti, chi ph bn hng, thnh lp i l.

Sn phm phi phi da vo nhu cu ca khch hng.

2.4.3. Chnh sch xc tin hn hp ca cng ty kinh doanh. Cu 1: Khi nim ca tng cc cng c xc tin hn hp cng ty kinh doanh.

Xc tin hn hp c coi l mt trong bn cng c thc hin chin lc marketing v ca nh v; Xc tin hn hp l c hot ng truyn thng v qung b v sn phm/thng hiu nhm li ko, thuyt phc KH tin tng v mua sn phm, gi chn v pht trin KH xc tin hn hp cn c gi l hot ng truyn thng Marketing; Mc tiu c bn ca XTHH l thng bo, thuyt phc v nhc nh i tng nhn tin. Thng qua cc ni dung thng ip, DN thng bo cho KH v s c mt ca sn phm trn th trng, thuyt phc h v cc u vit ca sn phm so vi sn phm ca cc TCT v nhc nh KH nh ti sn phm khi KH c nhu cu s dng sn phm; Xc tin l mt thnh t trong Marketing mix nhm tc ng vo th trng mc tiu, nhng bn thn XT li l mt hn hp gm cc thnh t sau:

Qung co: bao gm mi hnh thc truyn tin ch quan v gin tip v nhng tng, hng ha hoc dch v c thc hin thoe yu cu cu ch th qung co v ch th phi thanh ton cc chi ph; Khuyn mi (xc tin bn): l tt c cc bin php tc ng tc thi ngn hn khuyn khch vic dng th hoc mua nhiu hn sn phm/dch v nh cung cp nhng li ch b xung cho KH. Tuyn truyn (quan h cng chng PR): l cc hot ng nhm xy dng hnh nh tt p cho thng hiu hoc cho DN trong cng ng. Kch thch mt cch gin tip nhm tng nhu cu v hng ha/dch v hay tng uy tn ca DN bng cch a ra nhng tin tc tch cc trn cc n phm, cc phng tin thng tin i chng mt cch thun li v min ph. VD: Vinanmilk ang thc hin chng trnh tt c tr em u c ung sa thng qua hot ng x hi xy dng thng hiu, hnh nh cho cng ty. Bn hng c nhn: l hot ng gii thiu hng ha v dch v trc tip ca ngi bn hng cho KH tim nng nhm tng mc ch bn hng v thu thp c cc thng tin phn hi t KH.

Cu 2: Khi nim, yu cu, chc nng ca qung co kinh doanh. Ni dung ca chnh sch qung co v yu cu i vi qung co m bo hiu qu ti u trong vn dng cng c ny ca cng ty kinh doanh c th.

Khi nim v c im ca QC:

Mt cch chung chung nht th qung co khng l mt lnh vc ring c ca KD, n c trong mi lnh vc, l s tc ng nhm gy nh hng n mt i tng no . [Mt bng hoa cng c th t qung co cho chnh bn thn n khi bng hoa ta hng thm]; Trong lnh vc marketing: qung co l hot ng truyn thng phi c nhn v cc tng hng ha v dch v, cao sn phm dch v, mang tnh gin tip do ch

qung co tr tin nhm thuyt phc hoc nh hng n hnh vi ca mt nhm ngi n ; o QC l phng thc thng tin 1 chiu; o C tnh x hi, i chng v thuyt phc cao; o c coi l mt hot ng u t di hn; o Theo quan im Marketing: Qung co l phng sch c tnh chin lc to ra v duy tr hnh nh v nhn hiu hng ha hoc doanh nghip trn th trng/ l phng sch t c hoc duy tr mt li th cnh tranh trn th trng; Chc nng: ngoi nhng chc nng chung nh cp ti trong phn chc nng ca truyn thng, QC c nhng chc nng ring c ca n:

Thng tin truyn cm v sn phm truyn tin i KH c 1 cm gic v sn phm, cm gic nh th no l ph thuc vo cc giai on khc nhau ca trng thi ca KH theo quy lut AIDA; Phn bit sn phm ca DN vi sn phm ca TCT; M rng s phn phi v y mnh bn hng Khuyn khch NTD s dng sn phm; Lm gim mt s chi ph (sn xut+ bn hng): qung co yu cu mt lng CFi ln nhng khi chng trnh QC c hiu qu: s thc y s lng bn hng tng ln sn xut tng Q: tng P: gim; Khi dy nhu cu v hnh thnh ng lc mua hng cho KH;

Lin h ti Vinamilk. Qung Co Hiu c tm quan trng ca Qung co trong chin lc xc tin ca mnh, Vinamilk lun ch trng, cao, sng to khng ngng v t c nhng thnh cng khng nh trong vic nng cao doanh thu bn hng ca mnh.

V phn yu cu qung co: Vinamilk p ng y nhng yu cu kht khe m mt thng ip qung co cn t c. C th l: L mt cng ty chuyn sn xut cc sn phm t sa, m ngun sa ch yu t b nn hnh nh nhng con b c coi l c trng, ct li trong mi clip qung co ca Vinamilk. Nhng khng v th m hnh nh cc ch b li n iu, trng lp m ngc li, chng lun si ng, ng nghnh, c o v li n tng kh qun trong lng khn gi (nht l tr em). Sn phm sa c c t kt qu lao ng ca ngi nng dn Vit Nam, chm ch, hin ha v nhng ch b ti vui, khe mnh. Hin thn ca s sng khoi, mnh m v th cht, t mang li vui v, hnh phc v mt tinh thn, chnh l mt cuc sng ti p ch thc. Chin dch tip th truyn thng a phng tin nhm gip ngi tiu dng hiu r li ch ti, thun khit n trc tip t thin nhin, thng qua: Chin lc nhn cch ha hnh nh nhng ch b sa khe mnh, vui nhn, nng ng. Hnh nh nhng cnh ng c xanh r, bt ngt, y nnggn lin vi n l nhng ch b vui v nhy ma, ht ca, th hin s gn gi vi thin nhin. y thc s l mt hnh nh y cm xc c tc dng gn kt tnh cm ca ngi tiu dng vi thng hiu Vinamilk.

Chin dch qung co c nhn rng trn khp cc phng tin truyn thng i chng vi hnh nh ng nht: nhng ch b ng yu trn nn thin nhin ti p, y sc sng.

Phim qung co ca Vinamilk nh lt xc, khng ch l qung co mang tnh nhc nh khi ginh li c th phn nht nh i vi i th nng k Dutch Lady. Vinamilk cn c nhng qung co rt ngha nh: qung co s dng bi ht ca Trnh Cng Sn vi s th hin ca L Ct Trng L kh l sng trong i sng cn c mt tm lng, lm g em c bit khng, gi cun i, gi cun i Phim khng thin v mc tiu gii thiu sn phm m mang tnh qung b cho nhn v khn gi bit n, hiu r v tin chc v cc sn phm ca Vinamilk, phim ch thc hin mc tiu cui cng l hnh ng. Kho lo dung ha gi tnh cm v l tr: tnh cm gia nhng ngi c tm lng s chia- ngi cho, ngi nhn v hnh ng l trdng tin mua sa Vinamilk. u t cho xy dng s tin yu ca ngi tiu dng l mt qu trnh lu di, i hi s u t to ln v lu di v tip th. Vic gia tng c gi tr thng hiu cho Vinamilk cng nh tng doanh s, th phn v li nhun v ngn cng nh di hn khng nh: kt qu thu c vt tri chi ph b ra. V phng tin qung co: vi mc ch a sn phm ca mnh ti i b phn ngi tiu dng, Vinamilk s dng mi hnh thc qung co nh: truyn hnh, pht thanh, bo ch, qung co ngoi tri
Cu 3: Cc hnh thc ni dung ca xc tin bn. Lin h thc tin s vn dng hu hiu ca cng c xc tin bn ca mt cng ty kinh doanh c th. I. Xc tin bn hng 1. Khi nim Xc tin bn hng (Khuyn mi / Sale Promotion) l nhng khch l ngn hn khuyn khch vic mua mt sn phm vt cht hay mt dch v.Xc tin bn hng c tc ng trc tip v tch cc vi vic tng doanh s ca doanh nghip. Thc cht, y l cng c thc y cc khu: Cung ng, phn phi, tiu dng i vi mt nhm mt hng doanh nghip. Xc tin bn hng l mt hot ng ht sc ph bin trong lnh vc kinh doanh, n c chp nhn rng ri ti cc nc ang pht trin nh Vit Nam. N thng c coi nh mt bin php h tr cho hot ng qung co v bn hng c nhn. 2. c im - Truyn thng: Xc tin bn gy s ch v cung cp nhng thng tin dn ngi tiu th n sn phm. - Kch thch: Xc tin bn dng nhng cng c thc y, ng vin, gia tng li ch thuyt phc khch hng mua ngay. Qung co a ra l do mua cn khuyn mi to ra s kch thch mua - Cho mi: Xc tin bn nh mt li mi cho thc gic khch hng mua ngay sn phm. =>L cng c to ra phn ng mua nhanh v mnh hn.

=>Xc tin bn c hiu qu trong ngn hn. Hot ng xc tin bn hng ch c thc hin khi doanh nghip bt u bn sn phm/ dch v trn th trng. =>Mc tiu:

Khuyn khch KH mua SP, th SP mi

Thng KH trung thnh Khuyn khch KH mua nhiu hn II. Cc chng trnh xc tin bn hng 1. Cc cng c xc tin bn hng * Cng c xc tin bn hng i vi Khch hng:Hng mu, gim gi, qu tng, phiu thng, phn thng, trng by POP, bo hnh(chng ti ch nu 1 vi cng c quan trng nht) - Hng mu : Hng mu l nhng phin bn sn phm hay dch v nh hn ca sn phm thc t c phn pht min ph c chc nng kch thch dng th. cng c xc tin bn hiu qu nht nhng tn km nht ch yu l do chi ph ng gi v phn phi cao. Do hnh thc ny ch c s dng khi tim nng th trng c kh nng thnh cng rt ln. - Gim gi v phiu gim gi: khi KH mua 1 sn phm th h s nhn li c 1 u i g cho ci gi m h tr.VD: Ti cc store bn in thoi thng c CTKM mua 1 in thoi smartphone s c tng km 1 t nh nh khc hoc 1 th gim gi cho ln mua hng sau.

Bo hnh sn phm: cng c xc tin bn hng quan trng nht l khi ngi tiu dng tr nn nhy cm vi cht lng hn.

* Cng c xc tin bn hng lc lng bn - Ti tr v ti chnh - Hi ch - Thi bn hng - Qu tng * Cng c xc tin bn hng thng mi

Chit gi (cn gi l gim tin ho n hay gim gi quy nh) l mt khon chit khu gi quy nh trong trng hp mua hng trong mt thi k nh. Cch ny khuyn khch cc i l mua nhiu hng v chp nhn kinh doanh mt mt hng mi m theo iu kin bnh thng th c th h khng mua. Cc i l c th s dng vic bt tin khi mua hng ny c c li nhun ngay, qung co hay gim gi bn. Bt tin l mt hnh thc b p mt s tin cho ngi bn l ng vic y mnh gii thiu sn phm ca nh sn xut theo mt cch no . Bt tin qung co nhm b p li cng sc ca ngi bn l qung co sn phm cho nh sn xut. Bt tin trng by nhm b p li cng sc h t chc trng by mt sn phm c bit. Thm hng ho l hnh thc biu thm mt s thng hng cho nhng ngi trung gian mua mt s lng hng ho nht nh hay tch cc gii thiu sn phm . Cc nh sn xut c th a ra phn thng ng vin di dng tin mt hay qu tng cho cc i l hay lc lng bn hng ca mnh v c gng y mnh tiu th hng ho ca nh sn xut. Cc nh sn xut c th cung cp min ph cho ngi bn l nhng mt hng qung co c bit c mang tn cng ty nh: Bt, lch, khn tay, s tay,

Lin h ti cng ty Sam Sung. I. gii thiu v tp on Samsung

Samsung Electronics, hng in t Samsung, c thnh lp nm 1969, l mt b phn ln

nht ca Tp on Samsung, v l mt trong nhng cng ty in t ln nht th gii. c sng lp ti Daegu, Hn Quc, hng in t Samsung hot ng ti chng 58 nc v c khong 208.000 cng nhn. II Cc hot ng xc tin bn 1.Hot ng kch thch ngi tiu dng 1.1 Cho hng trc tip. SamSung coi vic cho hng l cng tc tip th thng qua con ngi. Vic thnh cng hay tht bi ty thuc vo cng tc chun b nhn s. i vi Samsung th phng php cho hng ny c da rt nhiu vo cc ti liu v d kin. Ngi i din bn hng lun mang theo mnh cc ti liu gii thiu sn phm c th tr li nhanh chng v thng sut cc cu hi ca khch hng. Hot ng cho hng phi ca Samsung theo nhiu chuyn gia kinh t t c cc yu cu cn bn: + Hot ng bn hng thc s: Samsung cung cp nhng thng tin v sn phm cho khch hng v phi ly c n hng. + Mi quan h vi khch hng: nhn vin bn hng ca Samsung lun quan tm n vic duy tr v ci thin v tr ca cng ty vi khch hng v cng chng. + Thu thp tin tc v cung cp thng tin : nhn vin bn hng ca Samsung thng c th cung cp nhng thng tin c ch cho vic hoch nh cc chng trnh khuyn mi v qung co. 1.2 Khuyn mi: Nhng cng c khuyn mi m Samsung thng s dng l catalog, hng mu, film, slide film, hi ch v trin lm thng mi v cc ti liu, cng c ti im bn hng, ... Catalog: Cc mc tiu m catalog Samsung phi t l: Catalog ca Samsung lun to nn s quan tm v hp dn ngi c nh mu sc p, in n tt, ni dung d hiu i vi cc sn phm in t ca Samsung. Ngoi Catalog, mu hng to iu kin cho khch hng ca Samsung hiu r v trnh nhm ln khi t hng nht l v kiu, c ca sn phm. i vi cc mu hng nh t gi tr th Samsung gi tng cho khch hng thng qua ng bu in, i l bn hng ti nc ngoi, chi nhnh v ngi cho hng lu ng. i vi sn phm c kch c ln, gi tr cao th nh xut khu th Samsung thnh lp cc Showroom, Trade Show v cc cuc trin lm, hi ch trng by. Pht hnh tp ch ca Samsung Tp ch do hng t bin tp v n hnh thng tin v cc hot ng ca Samsung cho ni b v khch hng bit nh s thnh cng ca cc i l, nh phn phi, cc tng tip th, tin ca Samsung, kt qu cuc thi c thng, khen thng nhn vin v cc thng tin v sn phm ca

Samsung ... Tham d cc hhi ch thng mi v trin lm Samsung thng xuyn tham gia cc hi ch thng mi ln trn th gii. Hi ch thng mi l ni Samsung dng mua bn sn phm, k kt hp ng, to mi quan h gia Samsung v cc nh phn phi, i l. Hi ch thng mi khng nhng chng minh Samsung c t chc tt, to uy tn, hnh nh tt p i vi cng chng, gii thiu sn phm, m cn cung cp sn phm cho khch hng ca Samsung vi gi chun ca n. Khi tung ra cc sn phm trn th trng Samsung cng nh cc i th khc thc hin cc chng trnh khuyn mi nh tng km c phn qu tng gi tr :Ta th trng Vit Nam, nhn dp ny, Samsung cng cng b chng trnh khuyn mi dnh cho ngi tiu dng vi tn gi Tng bng ngy ra mt. Theo , t ngy 25/01/2010 07/02/2010, khch hng l ngi tiu dng cui (khng phi l khch hng d n) khi mua sn phm MTXT ca Samsung s c nhn ngay qu tng c gi tr. C cu qu tng ca chng trnh khuyn mi nh sau: - Tng ngay My in Samsung ML-1640 tr gi 1.840.000 ng khi mua MTXT Samsung R480 hoc R430; - Tng ngay Wireless Router Linksys WRT54GH tr gi 1.020.600 ng khi mua MTXT Samsung R428; - Tng ngay quang gn ngoi Samsung S084C tr gi 1.400.000 ng khi mua MTXT Samsung N150. 2. Cc hot ng khuyn mi dch v Nhm p ng nhu cu ngy cng a dng ca khch hng, cng vi s cnh tranh khc kit ca cc doanh nghip cng ngnh, i hi Samsung lun c cc hot ng dch khuyn mi i km. khuyn khch khch hng mua v thanh ton, samsung c th iu chnh mc gi ca mnh. Bt gi l mt dng gim gi bn vi biu gi quy nh. N c p dng cho cc trng hp: bn li hng c khi mua hng mi, bt gi gii phng hng chm lun chuyn, thng cho nhng i l tham gia vo qu trnh h tr tiu th. iu ny c p dng trong cc sn phm cng ngh ca Samsung nh in thoai, my tnh bng, laptop V d, khi Samsung Galaxy S3 ra i, th hng lot in thoi S2 gim gi mnh, gim dao ng t 2-4 triu, hay i vi Note II hay cc my tnh bng Galaxy Tab cng ng lot gim gi khi Samsung cho ra i phin bn mi hn. iu ny nhm tng s ch v thu ht sc mua ca khch hng cho nhng sn phm trc, trnh tn ng tip tc thu li nhun. Ngoi ra, Samsung cn c nhiu chng trnh hp dn tng km min ph khi mua cc sn phm ca hng. Khi mua laptop c tng balo ng, b sn phm lm sch my, ming dn mn hnh v bn phm, a ci phn mm free Mua in thoi th c tng bao da, tm p, cc gi cc u i c bit gn y, khi cho ra mt sn phm Smartphone mi nht Note II, Samsung tin hnh mt chng trnh ln: i 1 ly 1, ngha l trong mt khong thi gian nht nh, 100 khch hng may mn nht s c i

Note I m h s hu trc , ly chic in thoi phin bn mi nht l Note II. Ngoi ra, hn 100 ngi khc s c c hi mua c vi gi gi gc. Chng trnh ny thu ht rt nhiu khch hng tham gia. Samsung cng va chnh thc tit l k hoch pht trin Adhub Market, mt dch v mi nhm cnh tranh vi Apple v Google trn lnh vc di ng. Samsung s lm vic vi cng ty OpenX (M) chuyn giao mt cng ngh cho php AdHub Market hin th qung co v sn phm, dch v trn cc my tnh bng, in thoi thng minh. Cc nh qung co c th mua mt khng gian nht nh trn ng dng t lp trnh vin hoc trc tip t Samsung. AdHub Market c k vng s xut hin trong na cui nm nay. y ln u tin mt nh sn xut thit b nhy vo th trng qung co.Samsung dnh ra mt nm tm kim i tc v cui cng hng chn OpenX. Cng ty ny hin t li nhun hng nm l 100 triu USD v ang c nhng bc tin mi vo th trng qung co di ng, sau khi t nhiu thnh cng trong mng qung co trn my tnh c nhn. Cadogan t chi bnh lun v cc tha thun gia OpenX vi Samsung. AdHub Market chnh l mt phn trong chin dch m rng hot ng kinh doanh qung co ca Samsung. Hi u nm nay, Samsung trin khai nn tng AdHub dng qung co trn cc SmartTV ca hng. Trng by hng cng nm trong chin lc ca cng ty. Hng nm, cng ty tn mt s tin trong vic u t vo qu trnh trng by, by bn gian hng, gii thiu sn phm ti khch hng. Cng vi vic xy dng cc Store khp th gii, Samsung ang hng n k hoch pht trin ton cu nhm m rng s quan tm v ch ca ngi mua hng nhiu nc. 3. Cc hot ng kch thch lc lng bn hng Lc lng bn hng ca cng ty c xem l mt trong nhng nhn t quan trng trong vic thc y doanh s cho cng ty m cn l mt thnh phn trong cng tc xc tin bn hng. Samsung khch thch lc lng bn hng nh th no???Khi Samsung Galaxy S III c gii thiu, n nahnh chng qua mt Iphone 5 tr thnh smartphone c sc tiu th mnh m nht trn th gii. lm c iu , khng nhng tinh ty ca cng ngh c tch hp trong chic in thoi m i hi Samsung phi c lc lng bn hng cc tt v nm bt c tm l khch hng. Cc cng ty cn phi nhn ra rng khch hng ca h khng nhng khc nhau m ngay bn thn khch hng cng c th hnh ng khc nhau trong cc tnh hung khc nhau. V i ng bn hng ca Samsung nm bt tht tt iu ny. Vy ng lc no h c th tr thnh nhng ngi gp phn lm nn lch s cho chic Galaxy S III o to bi bn khng nhng cho ngi bn l Vo nm 1990, Sam sung ch trch 800 triu USD cho tt c cc chin lc marketing ca hng, hng cng gp khng t kh khn trong vic nng cao t l tng tc gia khch hng v i ng bn hng. CCS hp tc vi Sam sung xy dng chin lc marketing v bn hng ti th trng M. Trong chin lc ny, CCS tp hun cho tt c nhng trng a din ca Sam sung ti Bc M, nhng ngi lm trong Sam sung bn thi gian hay hp ng. Mc ch l truyn ti chin lc v bn hng, marketing v gii thiu sn phm n tt c nhn vin cng ty. hun luyn cc i din tt nh nhng nhn vin bn hng, CCS b sung nhng tnh hung gii quyt cc vn v sale nh cc chng trnh v thng hiu v cc kin thc v sn phm trn website CyberScholar.com. Ngoi ra CCS cn tp hun cho cc nhn vin bn hng cng ty nh nhng ngi bn l khi gii thiu h v nhng phng php bn hng trc tip. V ci t li nhng hot ng trong ca hng, phn thng tin ca i hoc

Sam sung trn CyberSchool.com cung cp nhng kha hc, nhng chng trnh cp bng trren ton nc M cho nhng nhn vin mun theo hc. Chi ph tr lng cho lc lng bn hng Ca Sam sung l kh cao v phn ny c thm vo lng thng. c bit, nu kch c th trng nh v s lng khch hng tim nng l khng nhiu th bn hng c nhn vi lc lng bn hng ca hng s l cng c truyn thng hiu qu nht. Hn na, nu cn thng tin chi tit v khch hng th lc lng bn hng cng l ngi nm r nht