You are on page 1of 64

KHOA Y DC

GIO N L THUYT

MN HC:

MARKETING DC

H V TN GIO VIN: V HU NH

PH LC

PHN A: I CNG V MARKETING

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

1.1.2. nh ngha

1.1.3. Cc khi nim lin quan n marketing

1.1.4. S ng dng marketing trong thc tin

1.1.5. Mc tiu ca h thng Marketing

1.2. Vai tr v chc nng ca hot ng Marketing

1.2.1. Vai tr

1.2.2. Chc nng

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

2.1.2. Phn on th trng

2.2. Nghin cu th trng

2.2.1. Mc ch v ngha ca vic nghin cu th trng

2.2.2. Ni dung nghin cu th trng

CHNG 3: CHNH SCH SN PHM

19

3.1. Khi nim v v tr ca chnh sch sn phm

19

3.1.1. Khi nim

19

3.1.2. Phn loi

19

3.1.3. Ba cp sn phm /Cu to sn phm theo quan im marketing

20

3.2. L thuyt chu k sng ca sn phm

21

3.2.1. Khi nim v ngha ca l thuyt chu k sng ca sn phm

21

3.2.2.M hnh v c trng cc giai on ca chu k sng ca sn phm

21

3.3. Cc chnh sch v sn phm

22

ii

3.3.1. Chnh sch cht lng sn phm

22

3.3.2. Chnh sch chng loi sn phm

22

3.3.3. Chnh sch nhn hiu sn phm

23

3.3.4. Chnh sch bao b ca sn phm

23

3.3.5. Chnh sch pht trin sn phm mi

24

CHNG 4: CHNH SCH GI TRONG HOT NG MARKETING

25

4.1. Gi v cc nhn t nh hng n vic nh gi ca doanh nghip

25

4.1.1. Khi nim v v tr ca chnh sch gi

25

4.1.2. Cc nhn t nh hng n vic nh gi ca doanh nghip

25

4.2. Phng php xc nh chnh sch gi

26

4.2.1. Phng php tnh gi theo chi ph

26

4.2.2. Phng php nh gi theo gi tr cm nhn ca khch hng

27

4.2.3. Phng php nh gi theo mc gi hin hnh

28

4.3. Cc chnh sch gi

28

4.3.1. Chnh sch phn bit gi

28

4.3.2. Chnh sch nh gi cho sn phm mi

29

4.3.3. Chnh sch thay i gi

29

CHNG 5: CHNH SCH PHN PHI

30

5.1. Khi qut chung v knh phn phi

30

5.1.1. Khi nim

30

5.1.2. Vai tr

30

5.1.3. Chc nng

30

5.2. Cc thnh vin ca knh phn phi

30

5.2.1. Nh sn xut

30

5.2.2. Trung gian phn phi

31

5.3. Cc loi knh phn phi

32

5.3.1. Knh trc tip (knh cp khng)

32

5.3.2. Knh cp 1

32

5.3.3. Knh nhiu cp

33

5.4. Cc chnh sch phn phi

33

iii

5.4.1. Chnh sch phn phi rng ri

33

5.4.2. Chnh sch phn phi c quyn

34

5.4.3. Chnh sch phn phi chn lc

34

CHNG 6: CHNH SCH XC TIN HN HP

35

6.1. Bn cht, vai tr v xc tin hn hp (truyn thng c ng)

35

6.1.1. Bn cht

35

6.1.2. Vai tr

35

6.2. Cc cng c ca xc tin hn hp

35

6.2.1. Qung co

35

6.2.2. Khuyn mi/ Xc tin bn

37

6.2.3. Tuyn truyn (Quan h cng chng)

37

6.2.4. Bn hng trc tip

38

6.2.5. Marketing trc tip

38

PHN B: MARKETING DC

40

I. nh ngha Marketing dc

40

II. c im Marketing dc

40

III.Cc yu t nh hng n Marketing dc

41

III.1. Mi trng v m

41

III.1.1. Mi trng dn s

41

III.1.2. Mi trng kinh t

42

III.1.3. Mi trng t nhin

43

III.1.4. Mi trng khoa hc k thut v cng ngh

43

III.1.5. Mi trng chnh tr - php lut

44

III.1.6. Mi trng vn ha

44

III.2. Mi trng vi m

45

III.2.1. Doanh nghip

45

III.2.2. Nhng nh cung ng

46

III.2.3. Nhng mi gii trung gian

47

III.2.4. Khch hng

48

iv

III.2.5. i th cnh tranh

48

III.2.6. Cng chng

49

IV.Mc tiu v vai tr ca Marketing dc

50

IV.1. Mc tiu

50

IV.2. Vai tr

50

PHN C: NG DNG CC CHNH SCH MARKETING TRONG HOT NG KINH


DOANH TIP TH DC PHM
52
I. H thng knh kinh doanh dc phm Vit Nam

52

I.1. Trn th trng dc phm sn xut trong nc

52

I.2. Trn th trng nhp khu y thc

53

I.3. Cc thnh vin ca knh

54

II. Chnh sch sn phm

55

III. Chnh sch gi

63

V. Chnh sch phn phi

63

VI. Chnh sch xc tin v h tr kinh doanh

63

PHN A: I CNG V MARKETING

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

* 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.
* 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).
1.1.2.1. Marketing truyn thng (t khi xut hin n 1950).
- 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.
1.1.2.2. Marketing hin i ( t 1950 n nay).
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 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 im 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.
b. Mong mun (Wants): l mt nhu cu c dng c th, tng ng vi trnh vn
ho, nhn cch ca c th.
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

nhu cu con ngi.

V d: Ngi bn thng nhm ln gia nhu cu v mong mun.


c. Lng cu (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
pht trin bn thn
Nhu cu
c tn trng

Nhu cu giao tip


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:

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 him..

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 a v

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
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..v..v...
1.1.5. Mc tiu ca h thng Marketing
- Nhm t ti mc tiu dng cao nht c th
- Nhm t ti s tha mn cao nht ca ngi tiu dng
- Cho php mt s la chn rng ri
- Nhm nng cao ht mc cht lng sng
1.2. Vai tr v chc nng ca hot ng Marketing
1.2.1. Vai tr
- Gip doanh nghip hiu r s phong ph, phc tp v hay thay i ca nhu cu, th
hiu ca khch hng.
- Gip doanh nghip tm ra ng nhng bin php tha mn nhu cu ca khch hng
mt cch tt nht, t t c nhng mc tiu ra.

1.2.2. Chc nng


1.2.2.1. 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

1.2.2.2. Chc nng tiu th sn phm (price)


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

1.2.2.3. 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
1.2.2.4. Chc nng tuyn truyn c ng (promotion)
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.

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 :
2.1.1.1. 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
- Theo quan im cua 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 nhng 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 .
2.1.1.2. 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
- 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.
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. S cn thit phi 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 hiu 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

2.1.2.3. Yu cu:
C nhiu cch phn khc th trng, nhng khng phi cch no cng cho ra nhng
khc th trng hiu qu. xc nh c mt khc th trng hiu qu th vic phn khc
phi m bo cc yu cu sau:

- Tnh o lng c: quy m, sc mua, hiu qu ca khc th trng phi o


lng c
- Tnh tip cn c: doanh nghip c kh nng t ti v phc v th trng
- C tnh hp dn: Khc th trng c quy m ln v kh nng sinh li
- Tnh hnh ng: c th trin khai nhng chng trnh marketing ring bit cho tng
khc th trng phn chia.

2.1.2.4. Xc nh cc tiu thc phn on


Tu theo sn phm v tu theo c im ca ngnh kinh doanh, ngi 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

Ranh gii hnh chnh: tnh, huyn

b. Theo tiu thc nhn khu hc:


-

Tui

- Gii tnh

Quy m gia nh

- Giai on ng i

Mc thu nhp

- Tnh trng hn nhn

Ngh nghip

- Trnh hc vn

Tn gio

- Dn tc

c. 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 ca vic nghin cu th trng:
- Xc nh dung lng th trng vi kh nng cung cp v tiu th sn phm ca
doanh nghip trong tng thi k.
- nh gi v la chn th trng mc tiu c trin vng nht cho s thm nhp v m
rng hot ng kinh doanh ca doanh nghip.
- Tm ra nhng con ng ngn nht v hiu qu nht cho s trin khai ng dng cc
loi sn phm mi, thch hp vi th hiu tng lai ca khch hng

- L cng c quan trng gip cho doanh nghip ch ng phng nga nhng ri ro, bt
trc, mt khc c th chun b iu kin, kp thi nm bt thi c, khng ngng tng cng
sc mnh v li th cnh tranh trong s tc ng khng ngng ca mi trng kinh doanh.
2.2.2. Ni dung nghin cu th trng
2.2.2.1. Qu trnh nghin cu thng tin v khch hng
1. Pht hin vn v hnh thnh mc tiu nghin cu

ngha: nh hng hot ng 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. Tm kim ngun ti liu
a. Xc nh ngun d liu
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
Bn ngoi

Bn trong

Ngun ti liu th cp

DOANH
NGHIP

Ngun ti liu s cp
Trc tip

Quan st

Trao i

Th iu tra

in thoi

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

10

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

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

b. La chn ngi nghin cu


Trn c s xc nh ngun d liu, doanh nghip cn quyt nh: hoc t mnh t chc
iu tra hoc thu ngoi (thng l thu cc cng ty iu tra Marketing)
Doanh nghip t iu tra
u:

- Doanh nghip hiu r khch hng cng nh sn phm ca mnh


- t tn km

Hn ch:

- Kh khch quan
- t c b phn c th thc hin iu tra

=> p dng i vi nhng mt hng k thut cao m ngi tiu dng t hiu bit
Thu ngoi
u:

- Khch quan
- Ngi iu tra l cc chuyn gia Marketing

Hn ch:

- Cn phi qun trit k phm vi v mc tiu iu tra


- Tn km

c. Phng php nghin cu

11

c.1. Phng php nghin cu ti liu c sn


c tin hnh da trn cc ngun ti liu c th thu thp c t nhiu ngun khc
nhau nhm pht hin, la chn, khai thc trit cc d liu cn thit theo yu cu ca
mnh.
Cc ngun d liu th cp:
- Cc ngun ni b: bo co quyt ton, bo co thng k
- n phm ca nh nc: nin gim thng k, cc bo co
- Cc bo co ca cc doanh nghip
- Internet,
c.2. Phng php nghin cu hin trng
- Nghin cu 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..
- Nghin cu 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.
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

12

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
- Nghin cu nhm tp trung (hi tho chuyn su)
Thng tin c c thng qua mt bui gp mt gia mt s i tng c la chn
cng vi mt ngi ch tr khn kho trao i vi nhau v sn phm, doanh nghip hay v
mt vn Marketing no .
- Nghin cu thc nghim
L phng php xc nh mi quan h nhn qu nn thng c s dng cho iu tra
th nghim. Trn c s mt mu c la chn, cho yu t xem xt thay i trong khi c
nh cc yu t khc, xc nh kh nng v mi quan h gia yu t ny vi mt yu t d
kin khc.
d. Cng c nghin cu
Hai cng c nghin cu chnh thu thp thng tin ban u l:
- Cng c c kh: ng h bm giy, my quay phim, my o nhp th, in tm , in
no
- Phiu cu hi: L mt bn lit k nhng cu hi ngi nhn phiu tr li
Cu hi m: l dng cu hi c cu trc nhng cu tr li th khng
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?

13

a. C

b. Khng

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

Cc yu cu cn p ng khi son bn cu hi

- Cc cu hi ch yu l cu hi ng
- Nn bt u bng nhng cu hi d tr li
- Trong cu hi la chn, cc la chn cho tr li nn bo m s cn i
- Khng dng t chuyn mn kh hiu, kh hnh dung hi
- Khng c hi p
- Nhng cu hi mang tnh ring t nn cui bn cu hi
-
2.2.2.2. Tin trnh mua ca khch hng l ngi tiu dng
Tin trnh quyt nh mua ca ngi tiu dng
Nhn
thc vn

Tm
kim
thng tin

nh
gi v
la
chn
phng

Quyt
nh
mua

Hnh vi
sau khi
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

14

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 :


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: (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, bn, tnh c th
+ c tnh tm l: v p, s tr trung..

- Tp hp cc nim tin vo nhn hiu hng ho

15

S tnh ton v nh gi li ch tng hp ca nhiu thuc tnh khc nhau.

d. Quyt nh mua
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
nh gi cc
phng n

nh
mua hng

Quyt nh
mua
Cc yu t
ngoi d kin

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

16

Thit k marketing Mix ( Marketing hn hp)

nh ngha: Marketing mix l s tp hp cc cng c, cc bin s c th kim sot


c m doanh nghip phi hp s dng to nn s p ng cn thit trong th trng
mc tiu.
Thut ng Marketing mix c miu t c trng kt hp l 4P
Marketing mix
Sn phm
Gi c
Phn phi
Phn phi

C ng/ Xc tin hn hp

Sn phm
Th trng
mc tiu
Gi c

C ng

Cc cng c Marketing mix

17

CHNG 3: CHNH SCH SN PHM

3.1. Khi nim v v tr ca chnh sch 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
3.1.2.1. 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
3.1.2.2. 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 cn kp: 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 bn phi
to ra nhiu c hi la chn cho khch hng, 1 thang 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

18

+ Hng nm (hng c nhu cu 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, v 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:
3.1.3. Ba cp sn phm /Cu to sn phm theo quan im marketing
- Li li ch (Sn phm tng): ni ln li ch dch v thc s c th ca sn phm
tc l v n m khch hng mua sn phm
- Lp hu hnh (Sn phm hin thc): nhng vt th to nn li li ch nh c im,
tnh nng s dng, bn, kiu dng, tui th, bao b, nhn hiu sn phm
- Lp v hnh (Sn phm hon chnh): l hng ho hon thin bao gm cc li ch ca
sn phm, nhng yu t gia tng tnh cnh tranh ca sn phm => Doanh nghip tm kim
nhng cch thc mi tho mn khch hng v to s khc bit sn phm ca mnh

Sn phm tng
Sn phm hin thc

Sn phm hon chnh

Ba cp ca sn phm

3.2. L thuyt chu k sng ca sn phm


3.2.1. Khi nim v ngha ca l thuyt chu k sng ca sn phm
3.2.1.1. Khi nim
- Chu k sng cu sn phm (vng i ca sn phm): l thut ng m t 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

19

3.2.1.2. ngha
- trnh sao chp v sn phm, hn ch s ri b tiu dng sn phm ca cng ty
sang dng sn phm ca i th cnh tranh.
- Khoa hc cng ngh h tr rt nhiu cho vic nghin cu sn phm mi mt cch
nhanh chng, p ng c nhu cu ca con ngi trong iu kin ngun lc v ti chnh
hn ch v nguyn vt liu khan him
- Khi i sng ca ngi dn ci thin, nhu cu v nhng sn phm mi theo hng
cao cp, hin i v tin dng hn s tng
3.2.2.M hnh v c trng cc giai on ca chu k sng ca sn phm
Doanh s v li
nhun ($)
Doanh s

Li nhun
Thi gian
Thit k SP

Trin khai SP

Pht trin

Bo ha

Suy tn

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
- 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
- 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
- Giai on suy tn (t4 - t5) : doanh thu gim, chi ph gim t => li nhun gim mnh
3.3. Cc chnh sch v sn phm
3.3.1. 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:
+ 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

20

3.3.2.

Chnh sch chng loi sn phm:

3.3.2.1. Khi nim v thang 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 .
3.3.2.2. 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 thang 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 thang sn phm khc nhau ca
DN
+ Chiu di ca ph sn phm: l tng s cc mt hng khc nhau to thnh cc thang
ca ph sp
+ Chiu su ca ph sp: l s lng cc phng n la chn mt hng trong khun kh
ca tng nhm
3.3.3. Chnh sch nhn hiu sn phm
3.3.3.1. 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:
+ 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
3.3.3.2. 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
3.3.3.3. Yu cu:
- Tn nhn hiu: d c, d nghe, d nh (ngn gn v c o), c th phin m ra
ting nc ngoi

21

- 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
3.3.4. Chnh sch bao b ca sn phm
3.3.4.1. Khi nim: bao b sn phm l vt dng cha ng, bo qun v qung co
cho sn phm
3.3.4.2. 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
3.3.4.3. Yu cu khi thit k bao b:
-

Phi bo m 2 chc nng thng mi v k thut

- 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

3.3.5. Chnh sch pht trin sn phm mi


3.3.5.1. Khi nim: Sn phm mi c hiu l tt c nhng sn phm ln u tin
c sn xut v kinh doanh ti DN
3.3.5.2. 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.
3.3.5.3. 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

22

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 ga
4.1.1.1. Khi nim:
Gi c l s tin tho thun gia ngi mua v ngi bn v s trao i mt sn phm
no .
4.1.1.2. 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 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 => gi cao
* Chi ph sn xut kinh doanh
Chi ph l mt c s nh gi sn phm. Khi xc nh gi cho mt sn phm th gi c
th trang tri cho mi chi ph v 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.
4.1.2.2. Cc nhn t bn ngoi doanh nghip
Nhu cu th trng v sn phm: Mi quan h ph thuc gia gi c v mc nhu
cu hnh thnh theo lut cu: gi tng th cu gim v gi gim th cu tng. Tuy nhin
cng c trng hp khi sn phm l nhng loi khan him, qu him th khi gi c tng lm
cho nhu cu tng.
Xt cho cng khch hng l ngi quyt nh xem gi ca sn phm c ph hp hay
khng.

Gi c v sn phm ca i th cnh tranh

Cht lng sn phm ca doanh nghip hay ca cc i th cnh tranh s gip cho
cng ty xc nh c khong gi trung bnh.

23

Nu sn phm ca cng ty tng t nh sn phm ca i th cnh tranh, cng ty buc


phi nh gi gn vi gi hng ca h, nu khng sn phm kh c th tiu th c.
Cng ty ch c th t gi cao hn i th cnh tranh khi m bo cht lng hng ca
mnh cao hn h.
4.1.2.3. Cc nhn t khc: nn kinh t khng hong, chin tranh, thin tai, lt lt .., hi
nhp nn kinh t ton cu, s tin b ca khoa hc k thut
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

LN 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


n 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

24

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
4.2.2. Phng php nh gi theo gi tr cm nhn ca khch hng
Ngy cng nhiu cng ty khi tnh gi bt u xut pht t gi tr cm nhn
c ca sn phm mnh. H xem yu t c bn hnh thnh gi c khng phi l chi
ph ca ngi bn m l s chp nhn ca ngi mua. iu ny l gii ti sao cc
doanh nghip khc nhau c cng sn phm nh nhau nhng li c cc mc gi
khc bit.
xc nh gi theo gi tr cm nhn c, ngi lm gi phi tin hnh cc
cng vic sau y:
- Xy dng khi nim sn phm cho th trng mc tiu vi cht lng v gi c
d kin c th.
- D kin khi lng bn mong mun theo mc gi d kin
- D kin cng sut cn thit ca my mc, vn u t v xc nh chi ph sn
xut sn phm.
- Xc nh li nhun theo mc chi ph v gi d kin
p dng c phng php ny, cng vic u tin m nhng nh lm gi
ca doanh nghip phi lm l nghin cu tht k th trng mc tiu o lng
c nhn thc ca th trng v gi tr sn phm.

4.2.3. 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 dn 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.
- Cc cng ty bit rng ngi mua thng cn nhc mc gi ca mnh bng cch so
snh vi gi cc sn phm cnh tranh tng t.
+ Doanh nghip s nh gi cao hn i th cnh tranh nu sn phm ca h c
c tnh hay hn hoc mang nhiu li ch hn cho khch hng.
+ Doanh nghip s nh gi thp hn nu sn phm ca h khng c c
nhng c tnh hay li ch nh ca i th cnh tranh, hoc khi h ang c gng m
rng th phn.
- Cc doanh nghip bn cc mt hng nhu yu phm nh: giy, mui, go hay xng
du, bit rng sn phm ca h bn ra khng c nhiu khc bit, nn ni chung h u
nh cng mt mc gi.
- Cc doanh nghip nh thng phi iu chnh theo gi ca cc i th cnh tranh
u n ca th trng, ch khng l thuc vo bin ng ca nhu cu v sn phm
ca mnh hay chi ph ca cng ty mnh.

25

- Khi i th cnh tranh thc hin chin lc gim gi thu ht s ch mua v


tiu dng ca khch hng, doanh nghip cng phi xem xt vic gim gi gin tip hoc
trc tip (gi nguyn gi bn nhng c qu tng hoc tng thm khi lng cho sn
phm).

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 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..
Phn bit theo ni chn: l nh gi khc nhau ti cc v tr, a im khc nhau s
dng sn phm
Phn bit gi theo thi gian: 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%
4.3.2. Chnh sch nh gi cho sn phm mi
4.3.2.1. Phng php cht lc / ht vng sa: ra mc ga 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

4.3.2.2. 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

26

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 thut hoc cc dch v gia tng
km theo

27

CHNG 5: CHNH SCH PHN PHI

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 hang 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 hay cn gi l nh cung cp bao gm rt nhiu loi, t cng nghip, nng
nghip, lm nghip, xy dng n ngnh cng nghip dch v
Cc nh cung cp ny u c cng mc ch l sau khi kt thc qu trnh sn xut, cn
a sn phm ra th trng tha mn nhu cu ca khch hng. Tuy nhin, phn ln cc
cng ty nh u khng nm v tr giao thng thun li phn phi trc tip cho th
trng cui cng, cng nh thiu c kinh nghim cn thit ln qui m hiu qu thc hin
tt c cc cng vic phn phi cn thit cho sn phm ca h ti khch hng cui cng.
Bng vic chuyn cng vic phn phi cho cc thnh vin khc ca knh nh ngi bn
bun, ngi bn l, nh sn xut c th t c s tit kim tng i

28

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. Cc trung gian nh
ngi bn bun, bn l l hai loi t chc c bn m h c th gi tham gia.
5.2.2. Trung gian phn phi
5.2.2.1. Trung gian bn l
- 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..
- Nh bn l thng c nhng c im sau:
+ C kh nng tiu th nhiu loi hng ha khc nhau cho nhiu nh sn
xut khc nhau
+ S lng ngi tham gia bn l rt ng o
+ Nh bn l c kh nng gii thiu v qung co sn phm rng ri cho
nh sn xut
+ Cung cp thng tin th trng cho nh sn xut.
+ Tha mn c nhu cu phong ph, a dng v hay thay i ca ngi
mua v s lng, chng loi hng ha v v thi gian a im mua.
+ Hot ng bn l rt a dng v quy m v hnh thc v ngy cng xut
hin nhiu nh bn l mi, t vic bn hng rong, my bn hng t ng n bn hng
cc ca hng tng hp, bch ha, siu th, bn hng qua in thoi, qua Internet
5.2.2.2. Trung gian bn s
Trung gian bn s l nhng doanh nghip thng mi m doanh s ch 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..)

c im:
+ Thng c nhiu vn, phng tin kinh doanh hin i, c phm vi bun bn

rng ln
+ C kh nng chi phi nh bn l nn h c sc y hng ha ra th trng
ln. Do vy c kh nng chi phi th trng, tr thnh nh c quyn.
+ t tip cn vi khch hng cui cng m thng quan h vi nhiu nh bn
l, t nng ng hn cc nh bn l v thng c quyn mua
+ Thng lin kt vi nh sn xut pht huy sc mnh ca mi bn, c khi
h cn u t vo sn xut.
5.3. Cc loi knh phn phi
Trong hot ng Marketing, ngi ta chia knh phn phi thnh 4 dng knh

29

5.3.1. Knh trc tip (knh cp khng): ngi sn xut bn trc tip cho ngi tiu
dng, khng thng qua cp trung gian no
Nh sn xut

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 nhm 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
- Tuy nhin loi knh ny li c hn ch ch: t chc v qun l kh phc tp,
cn v nhn lc b phn tn, chu chuyn vn chm, nn ch ph hp vi doanh nghip
quy m nh v hot ng trn mt th trng hp.
5.3.2. Knh cp 1: ngi sn xut thng qua ngi bn l bn cho ngi tiu
dng
Nh sn xut

Ngi bn l

Ngi tiu dng

u:
+ Pht huy c u th ca knh cp khng
+ Gii phng c chc nng lu thng nng cao trnh chuyn mn ha
v pht trin nng lc sn xut ca doanh nghip
+ Gip doanh nghip xm nhp cc th trng mi mt cch d dng hn.
Nhc:
+ Khng ph hp vi nhng sn phm c gi tr cao. Bi v khng phi i l
bn l no cng c kh nng tiu th hng cho cng ty.
+ i hi vn kinh doanh ln v trnh hiu bit v sn phm, chuyn mn
k thut ca nhn vin bn hng mc cao.

30

5.3.3. Knh nhiu cp: nh sn xut thng qua cc trung gian bn s v bn l a


hng n tay ngi tiu dng
- u:
+ To iu kin cc nh sn xut v cc trung gian nng cao kh nng chuyn
mn ha, trnh t chc cng on tiu th sn phm m mnh tham gia.
+ Gip doanh nghip c th rt ngn chu k sn xut v tiu th sn phm, tng
nhanh quay vng vn
- Hn ch:
+ Thi gian lu thng sn phm ko di, chi ph ln v kh nng ri ro cng nhiu
hn 2 loi knh trn.
+ Kh khn c th qun l, iu hnh cc trung gian sao cho ng b, nhp
nhng, m bo cung ng sn phm mt cch thng thong t ngi sn xut n ngi
tiu dng
+ i hi cc doanh nghip phi c nng lc, trnh v kinh nghip t chc qun
l.
5.4. Cc chnh sch phn phi
5.4.1. Chnh sch phn phi rng ri:
Nh sn xut tm mt s lng ln nht cc trung gian phn phi c kh nng v mong
mun bn sn phm cho doanh nghip.
Nh sn xut khng la chn, tuyn chn cc trung gian phn phi cho mnh, bt k
cc i l bn bun hay i l bn l no c nhu cu phn phi sn phm, cng ty sn sng
p ng. Thm ch rt nhiu doanh nghip cn trin khai vic bn nhanh chng mnh m
hn phi t i khai thc, pht trin i l nhiu khu vc.
u im: M rng c th trng mt cch nhanh chng vi mc ch l bn
c nhiu hng cng tt.
Nhc im: Cc i l d dng chp nhn phn phi cho nhiu hng cng mt lc,
v vy m sn phm c nhiu sn phm cnh tranh, khch hng c th mua sn phm ca
cc i th.
5.4.2. Chnh sch phn phi c quyn:
+ L doanh nghip ch c quyn phn phi sn phm ca mnh cho mt s nh
bn bun trn mt khu vc nht nh.
+ Nh sn xut i hi cc i l bn hng ca mnh khng c phn phi nhng
mt hng ca cc i th cnh tranh khc trong cng mt a imbn.
+ Cc i l c nhiu u i v pha nh sn xut nh: phn trm hoa hng rt
cao, c h tr v trang thit b bn hng, trang tr ca hng, o to bn hng mang
phong cch ca cng ty.

u:

+ C th kim sot c y hn hot ng ca ngi trung gian trong chnh


sch gi c, kch thch tiu th, bn tr gp v cung ng dch v cc loi.

31

+ Gp phn cao hnh nh ca sn phm, xy dng thng hiu mnh cho sn


phm cng 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.
Trong trng hp ny, s ngi trung gian c huy ng nhiu hn mt nhng t hn
tng s ngi sn sng ng bn.
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.

32

CHNG 6: CHNH SCH XC TIN HN HP

6.1. Bn cht, vai tr v xc tin hn hp (truyn thng c ng)


6.1.1. Bn cht
Xc tin h hp l nhng n lc ca doanh nghip nhm thit lp knh thng tin nhm
thuyt phc khch hng mua hng ha v dch v ca h.
S phi hp cc cng c c bn dng t c mc tiu truyn thng ny gi l xc
tin hn hp. Bao gm cc cng c: qung co, quan h cng chng, khuyn mi, bn hng
trc tip.
6.1.2. Vai tr
Xc tin hn hp vi cc cng c ca mnh s gip doanh nghip
- Cung cp cho khch hng tim nng thng tin v sn phm hoc dch v, 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
- Nhc nh cho ngi mua hng bit rng sn phm ny vn ang c cung cp v c
th tip tc em li nhiu li ch
- Thc y mi quan tm cuat khch 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...

c im

Qung co c tnh phi c nhn v l hot ng tr tin nn c nhng c im sau

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:

33

Truyn hnh, radio

- Pa no - ap phch

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

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: 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 ngai 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

u im, nhc im

- u:
+ C th n vi ngi tiu dng cc khu vc a l khc nhau
+ S dng kiu ch, mu sc, hnh nh, m thanh sng ng, p mt d thu
ht khn thnh gi
+ To ra n tng rng ngi bn hng rt ln, hng mnh v thnh cng
+ Gip mi ngi bit n sn phm nhiu hn t kch thch tiu th hng
nhanh.
- Nhc:
+ Tn km nhiu chi ph
+ Khng c sc thuyt phc bng cc nhn vin bn hng.
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

34

+ 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 khuyn mi v qu tng

Hi ch trng by v trin lm

Phiu gim gi, th mua hng

Biu din thc hnh sn phm

u, nhc im

- u: Gy ch v cung cp nhng thng tin khuyn khch khch hng mua sn


phm
- Nhc: + Cc tc dng ca xc tin bn thng khng ko di v s nh hng
n li nhun ca doanh nghip
+ Khng em li kt qu tt trong vic xy dng nhn hiu c a
chung lu di.
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

Bi vit trn bo ch, bi pht biu

Hi tho

Quyn gp t thin

Cc n phm

Tp ch doanh nghip

Ti tr, bo tr

Quan h cng ng

Cc s kin c bit
u, nhc im

- u: + To nhn thc c li ca cng chng v sn phm. Do h cho rng


cc bi phng s xc thc v ng tin cy hn so vi cc hnh thc qung co c nh.

35

+ QHCC c th n c vi nhiu khch hng l nhng ngi


khng ch ti qung co hay nhn vin bn hng
- Nhc: Tn km, i khi li ging qung co, c th kch bn ha sn phm
hoc kch bn ha doanh nghip.
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, nhc im

- u: + Nhn vin c th quan st c nhu cu, c im ca ngi i


thoi v h c th iu chnh mt cch nhanh chng cch thc bn hng.
+ C th xy dng mi quan h lu di v bo m duy tr s trung
thnh mua ca khch hng.
- Nhc: Ch ph cao, c th gp 3 ln qung co. Vic duy tr nhn vin bn
hng cn c cam kt lu di.
6.2.5. Marketing trc tip
L 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.
Marketing trc tip c gng kt hp c 3 yu t qung co, xc tin bn, bn hng c
nhn i n bn hng trc tip khng qua trung gian.
Cc phng tin Marketing trc tip ch yu

Marketing bng Catalog

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, nhc im
- u: + Mang li nhiu li ch cho khch hng nh la chn v t hng thun tin,
tit kim c thi gian.
+ Cho php la chn khch hng trin vng k hn, gi c b mt cho
hot ng Marketing trc cc i th cnh tranh.

36

- Nhc: Chi ph ln, hn na m bo cho hot ng ny thnh cng th doanh


nghip phi c h thng c s h tng trang thit b v nh sng, ni lm vic v c bit l
in thoi, tin hc phi tht tt, hin i.

37

PHN B: MARKETING DC
I. nh ngha Marketing dc:
Marketing dc thc cht l tng hp cc chnh sch chin lc marketing ca
thuc v nhm tha mn nhu cu ca bnh nhn, nhm phc v chm sc sc khe
cng ng.
Bn cht: thc hin chm sc thuc p ng tha mn cho nhu cu iu tr hp l
ch khng phi ch sn xut hay kinh doanh thuc.

II. c im Marketing dc:


Hot ng Marketing dc p ng 5 ng:
. ng thuc
. ng s lng
. ng ni
. ng gi
. ng lc
1) ng thuc: Xt theo gc trc tip, yu cu h thng marketing dc cung cp
thuc ng loi dc cht, ng hm lng theo ghi trn nhn, chnh l phi m
bo cht lng thuc.
2) ng s lng thuc: Marketing dc phi xc nh c ng s lng thuc s
sn xut kinh doanh tung ra th trng. Phi xc nh quy cch s lng thuc
ng gi sao cho ph hp vi th trng mc tiu (bnh vin, hiu thuc bn l ).
3) ng ni: Th nht, vi thuc k n do bc s k n v ch c dc s c
quyn phn pht. Hn na, trch nhim ca marketing trong nhim v ng ni l
cn thit phi duy tr mi quan h thng mi tt vi cc phn t khc ca knh
phn phi. V vy, nhng ngi bn l, bn bun v bnh vin phi l mt th thng
nht vi chnh sch phn phi ca nh sn xut.
4) ng gi: Gi l mt trong 4 chnh xch ca marketing - mix, v thc t iu kin
kinh t ca nc ta th gi l mt yu t rt quan trng. c bit thuc l mt loi
hng ha ti cn, ngi tiu dng thng bt buc phi dng cho iu tr bnh tt.
Hn na ti ni bn l, thuc l loi hng gn nh khng c hin tng mc c.
5) ng lc: Sn sng p ng nhu cu thuc l mt trch nhim na ca qun l
marketing dc c lin quan ti chc nng ng ni.

III.Cc yu t nh hng n Marketing dc:


Mi trng v m: mi trng khoa hc k thut, chnh tr, kinh t, x hi nh
hng trc tip n nh sn xut.
Cc nh sn xut thc hin marketing dc nhm phc v bnh nhn. Bnh
nhn li chu s chi phi ca bc s thng qua vic chn on bnh, k n nn bc
s l khch hng mc tiu ca cng ty dc phm.

38

Ngoi ra, nh sn xut phi xem xt c yu t nh hng n nhu cu thuc


nh: nhn khu, s lng cn b y t, m hnh bnh tt, v cc yu t kinh t y t
(chi ph tin thuc trn u ngi, chi ph ca bo him y t).
III.1. Mi trng v m:

III.1.1. Mi trng dn s:
Qui m, mt v s phn b dn c, cc xu hng thay i v tui, gii tnh, ngh
nghip v.v u c nh hng ln ti cc quyt nh Marketing ca doanh nghip.
Chng ta hy xem xt nhng xu hng nhn chng hc quan trng trn th gii v
Vit nam:
Bng n dn s: hin ti dn s th gii khong 6 t ngi v vi tc tng 2% hng
nm th trong vng 30 nm ti, dn s s tng gp i. Mt khc, tc tng nhanh li
din ra cc nc km pht trin khin tnh trng bt cng, chnh lch giu ngo cng
trm trng. dn s tng nhanh th s khi thc cc ngun ti nguyn cng ro rit v s
khng c ti nguyn duy tr cuc sng ca qu ng dn c nh th. Vit nam,
sau nhiu nm K hoch ha gia nh, by gi li khng hn ch sinh khin dn s
ang c nguy c tng nhanh tr li, nht l cc vng nng thn, min ni cn ngho
v lc hu, khin gnh nng tr cp x hi ngy mt nng n.
Hin tng gi ha dn c cc nc pht trin v tr ha cc nc km pht trin:
Nht, M v cc nc chu u ang lo ngi v t l ngi gi tng nhanh, trong khi gii
tr khng chu sinh nhiu, h ang dng mi bin php u di cho nhng ngi sinh
con, nhng xu hng sng t do, c lp khng thch rng buc khin gii tr th vi
vic sinh con, hoc nu c th ch sinh 1 hay 2 con. Mt khc, kh nng sinh ca h
ngy cng thp i do nhiu tc ng. Trong khi , cc nc ang hay km pht trin
th t l tr em v v thnh nin li chim s ng. iu ny dn ti s chuyn dch v
c cu tiu dng: cc nc pht trin th nhu cu v cc dch v v sn phm cho
ngi cao tui tng nhanh, trong khi cc nc ang v km pht trin th cc nhu cu
cho gio dc v gii tr cho gii tr li tng cao. Vit nam: tui t 15-35 chim gn
60% dn s, cho thy mt th trng tr v nng ng, thch ng nhanh vi cc sn
phm mi.

39

S thay i phn b dn c: xu hng th ha v ln sng nhp c t nng thng


ln thnh th din ra hu ht cc nc ang pht trin. Vit nam, qu trnh th
ha v ln sng nhp c cng gy ra nhiu nh hng cho th trng tiu dng hng
ha/dch v. Rt nhiu ngi dn nng thn ngy nay c th tip cn v mua sm cc
mt hng hin i qua ngi thn ca h di c ln thnh ph v mang v khng ch
hng ha m li sng th dn.
III.1.2. Mi trng kinh t:
S pht trin hay suy thoi ca nn kinh t tc ng trc tip ti sc mua v c cu chi
tiu ca dn chng. Sc mua ph thuc vo mc thu nhp hin ti, ch s gi c, lm
pht v.v
Mt minh chng c th l cuc khng hong kinh t khi pht t M gia nm 2008 v
nhanh chng lan rng tan cu, nh hng nghim trng ti sc mua cho ti sut nm
2009 ti nay mi c du hiu phc hi. Rt nhiu cng ty ln lm vo cnh ph sn
hay nh tr. Chnh ph nhiu nc phi b ra c t la kch cu. Vit nam cng b
nh hng bi khng hong kinh t, cc doanh nghip phi n lc ht sc c th
vt qua.
C cu tiu dng cng ph thuc vo thu nhp bnh qun u ngi. cc nc pht
trin, thu nhp bnh qun u ngi cao th chi tiu cho cc nhu cu thit yu ( n
ung, nh ) ch chim t trng nh, cn phn ln l vo cc dch v nh : gii tr, du
lch v.vchnh v th m ti cc nc ny cc ngnh dch v rt pht trin, c khi chim
ti 70% sn lng x hi. Cn cc nc ngho, km pht trin nh Vit nam, th ti
80% thu nhp c dnh cho cc nhu cu c bn, phn cn li dnh cho tit kim, v
ch c rt t c dnh cho cc nhu cu v dch v.
Lm pht c nh hng nghim trng ti vic chi tiu ca dn chng. Khi lm pht tng
cao, ngi ta li c xu hng tit kim nhiu hn l tiu dng. Nht l Vit nam ng
tin lun trt gi khin ngi dn tch tr vng v ngoi t mnh nhiu hn l gi tit
kim, dn n nhiu h ly khng hay khi t gi ngoi t hay gi vng c bin ng.
Nhiu giao dch ti Vit nam c tnh bng ngoi t hay vng, ch khng phi bng
tin Vit, n ni nh nc phi c qui nh v vic nim yt gi bng tin Vit, ch nu
khng mua t ci USP ti ci pin in thoi cng phi qui t USD ra tin Vit ( tt
nhie6nt heo t gi ch en).
III.1.3. Mi trng t nhin:
Sn xut cng pht trin th cc nh hng ti t nhin cng nhiu, v ngc li
nhng bin i trong mi trng t nhin cng nh hng ti sn phm cc cng ty
sn xut v a ra th trng.
Nn khan him ti nguyn: du m, vng v.v ngy cng khan him, v vic bin ng
gi vng, gi du m r rang nh hng su sc ti cc nn kinh t. Ngay nc v
khng kh, nhng ngun tai nguyn tng nh v tn m cng ang trong nguy c b
khai thc cn kit v cc t chc bo v mi trng ang phi tch cc cnh bo v
nguy c khan him.
S tng gi nng lng v ti nguyn: gi nguyn nhin liu ngy cng tng khin
nhiu ngnh sn xut lao ao v cuc khng hong kinh t va qua r rng xut pht
t vic gi du th gii tng lien tc v t bin.

40

nhim mi trng: nhim mi trng nc v khng kh, nhim ting n v.v..


ang l vn nn ca th gii v cc t chc bo v mi trng ang hot ng tch cc
hn ch tnh trng ny. Bi hc Vedan Vit nam cho ta thy r mt sn phm c
th b ngi tiu dng ln n v ty chay khi n gp phn lm nhim mi trng.
S can thip ca nh nc vo vic s dng v ti ch ti nguyn: cc nhm d lun
x hi lun to p lc i hi nh nc v cc c quan qun l kim sot cht ch hn
na vic khai thc t nguyn, ti ch nguyn nhin liu v bo v mi trng. Ngy nay
him c doanh nghip no dm cng khai thoi thc cc trch nhim ny.

III.1.4. Mi trng khoa hc k thut v cng ngh:


Khoa hc k thut v cng ngh c nh hng to ln ti sn xut, kinh doanh v c s
tiu th. Cc pht minh mi, cc tin b ca khoa hc k thut s lm ra cc sn phm
mi, ng thi lm ny sinh cc nhu cu mi v lm trit tiu c cng ngh c hay nhu
cu c. V d, pht minh ra my nh k thut s gy nh hng nng cho vic chp
hnh dng phim c in, my photo copy v my tnh lm bin mt nhng chic my
ch c k
Khoa hc k thut v cng ngh cng gip chng ta khm ph cc kh nng v tn
nh: cng ngh sinh hc, robot, nghin cu v tr.
Ngy nay, thnh cng, cc cng ty phi khng ngng u t cho R&D ( Research
and Development: Nghin cu v Pht trin) pht minh hay tip cn v vn dng cc
co6ngnghe65 v k thut mi khng ngng ci tin sn phm, nng cao tnh cnh
tranh.
Vit nam, cng ngh cn lc hu, nn nguy c tt hu l rt ln, v th chng ta cn
u t hn cho gio dc v thu ht cht xm c th pht trin mt i ng chuyn
gia k thut v cng ngh gii.

III.1.5. Mi trng chnh tr - php lut:


Bt c doanh nghip no cng phi hot ng trong mt th ch chnh tr nht nh v
tun th theo cc h thng php lut, tun th cc c quan nh nc v cc nhm gy
nh hng ( hip hi), cc nh hng cng ng dn tc, khu vc, v quc t.
H thng lut ca mt quc gia bao gm:
- Hin php, cc b lut ( dn s, hnh s, thng mi, thu, lao ng)
- Cc chnh sch v s iu khin, can thip ca nh nc ti doanh nghip
Ti Vit nam, c u im l tnh n nh v chnh tr co, khng xy ra o chnh, bo
lon nn thu ht c nhiu nh u t v lm cho cc doanh nghip yn tm sn
xut. Tuy nhin, do h thng php lut cn cha hon thin, cc vn bn lut qu nhiu
v chng cho khin cc doanh nghip rt vt v thc thi, thm ch i khi cn ti
iu kin cho cc c quan hnh php nhng nhiu v lm kh doanh nghip.

III.1.6. Mi trng vn ha

41

Chng ta c th hiu v vn ha vn tt th ny: Vn ha l h thng cc chun mc,


gi tr, qui tc hnh vi m mi thnh vin phi tn trng v tun theo. V d nh khi bn
l sinh vin th phi trang phc chnh t (b o trong qun), eo th sinh vin v khng
ht thuc, cho d bn c thch iu hay khng cng phi chp nhn.
Vn ha nh hng rt ln ti cc quyt nh Marketing di cc gc sau:
- Vn ha gc v vn ha ph: Vn ha gc Vit nam l vn ha ng, vn ha dn
tc Vit nam vi cc c trng nh tnh cng ng cao, truyn thng hiu hc, s m
bc nhng cm s o, tinh thn tn s trng o v.v Cn vn ha ph c th l vn
ha vng min, v d min Bc c vn ha lng x rt cht ch, cc gi tr gia nh lun
c cao ( nh ba cm gia nh), cn min Nam th t do v phng khong hn
vi cc gia tr gia nh
- Vn ha ngh nghip & vn ha kinh doanh: mi ngh nghip li c cc chun mc
hnh v khc nhau. Mt thy gio s hnh x khc vi mt ngi li taxi hay mt anh
th xy.
- S hi nhp - cc yu t chp nhn v ty chay ca mt nn vn ha vi cc vn ha
khc: Vit nam ang trong thi k qu , ang m ca hi nhp vi th gii. Dc
tc ng ca internet v cc phng tin truyn thng khc, cc yu t vn ha ngoi
lai xm nhp v nh hng ln ti li sng v hnh vi tiu dng ca ngi Vit, nht l
gii tr. Cc xu hng Hn Quc, Nht bn trong m phm v thi trang, trao lu Hip
Hop. ang l nhng vn gy nhiu tranh ci.

III.2. Mi trng vi m:

III.2.1. Doanh nghip


Di y l mt v d v s t chc ca mt cng ty Vit nam. C th thy r l
khng h c bng dng ca Phng Marketing (c l h b phn Marketing nm trong
Phng kinh doanh nh vn thng thy phn ln cc cng ty Vit nam (?) v
khng quan tm my ti cc hot ng Marketing. Cn vi cc Cng ty nc ngoi hay

42

cc tp on ln, b phn Marketing lun c vai tr trung tm v c lin quan cht ch


vi tt c cc b phn cn li ca cng ty.
Phng ti chnh lun quan tm ti vn ngun vn- ti sn, v vic s dng vn cn
thit thc hin cc k hoch Marketing, i hi ngi lm Marketing cn phi bit
lp v hoch nh ngn sch cng nh cc k hoch chi tiu cho cc hot ng
Marketing.
Phng kinh doanh lun quan tm ti vic nng cao doanh s v m rng khch hng.
Suy cho cng mi hot ng ca Marketing cng nhm vo cng mc tiu y, cho nn
Marketing lun l s h tr v phi hp mt thit nht cho kinh doanh. Mt khc, phng
kinh doanh l ni cung cp cc thng tin nng hi v thc t nht t th trng cho
nhng ngi lm Marketing.
B phn sn xut lun cn cc nh hng t Marketing c k hoch sn xut ph
hp v kp thi. Ngc li, nhng trc trc t sn xut c th nh hng nng n ti
cc hot ng ca Marketing ( v d nh hng ti chng trnh tung sn phm mi
hay khuyn mi v.v)
T nhng nhn xt y, chng ta cn hiu v khi nim: Marketing ni b, tc l ton b
cc n lc tip th nhm ti ton b nhn vin ca cng ty, khng ch vi t cch l
nhng ngi cng tham gia vo qu trnh sn xut ra sn phm dch v, m cn vi t
cch nhng khch hng u tin.
Cng tc Marketing khng phi l nhim v ca ring nhng ngi lm vic trong b
phn Marketing, m cn l trch nhim v ngha v ca ton b nhn vin ca CNG
TY.

III.2.2. Nhng nh cung ng:


Nhng ngi cung ng l nhng c nhn hay cng ty cung cp cho doanh nghip (v
c cho cc i th cnh tranh ca doanh nghip) nhng ngun vt t, nguyn liu (c
th gi l u vo), sn xut ra sn phm v dch v nht nh. Nh vy, sn phm
cui cng ca ngi ny c th l u vo ca ngi kia. V d: Cng ty Dt Thi Tun
sn xut ra vi nh cc sn phm cui cng, th nhng nh ca h l cc cng ty sn
xut si, thuc nhm v.vTi lt Thi Tun li l nh cung cp cho cc Cng ty Thi
trang hay May mc s dng vi ca Thi Tun may qun o.
Nh vy, ta thy cc nh cung cp c th nh hng ti cht lng, gi thnh v tin
trnh sn xut sn phm/dch v. Nu nh cung cp si cht lng km, gi cao hay
chm tr tin th Thi Tun khng th dt ra vi p, cht lng cao v gi thnh h
c. Nh th, Thi Tun cng lm nh hng ti cc Cng ty may mc, lm cho h
khng th c cc sn phm qun o mang tnh cnh tranh c.
Mt khc, nu chng ta khng lm cc cng tc Marketing vi nh cung cp, h s
khng hiu chng ta cn nhng g phc v v tha mn cc nhu cu, mong mun
ca khch hng mc tiu. Chng hn, chng ta mun m qun cafe phc v sinh vin
vi gi r, m khng lm r iu y vi ngi bn caf bt, th h c th cho bn cho
chng ta loi caf chn ho hng rt t tin th chng ta khng th no s dng c
cho kinh doanh c li.

43

Cng tc Marketing cho nh cung cp phi thc hin tt vic cung cp cc thng tin cn
thit v th trng mc tiu ( nhu cu, kh nng thanh ton, nhn chng hc, a ly,
v.v), cc yu cu ca doanh nghip v cc nguyn liu vt t u vo tt nht c
th thit k v sn xut cc sn phm ph hp.

III.2.3. Nhng mi gii trung gian:


Nhng mi gii trung gian bao gm nhng c nhn hay doanh nghip h tr cho vic
phn phi, tiu th, qung b hng ha/dch v cho th trng. H bao gm:
Nhng mi gii thng mi: l nhng c nhn hay doanh nghip phn phi v bn l,
tm kim v/hoc trc tip bn sn phm. V d h thng mi gii thng mi ca
Unilever l hng ngn tim tp ha, cc i l, cc nh phn phi, cc siu thTi sao
doanh nghip cn c mi gii thng mi? l v khng cng ty no c kh nng
t thit k knh phn phi bao trm khp th trng. cc mi gii thng mi m bo
tt hn, nhanh hn cc iu kin thun tin v thi gian, a im v th tc mua hng
cho cc khch hng mc tiu, v tt nhin vi chi ph thng thp hn so vi cng ty
t lm.
Nhng mi gii lu thng hng ha: Cc c nhn hay t chc gip lu thng hng ha,
vn chuyn t ni d tr ti ni cn thit. Cc mi gi ny c tc dng trong vic bo
m s an ton, y nhanh tiu th hng ha, gim chi ph trung gian v lm tng li
nhun nu doanh nghip la chn cc mi gii tt.
Nhng mi gii dch v Marketing: Cc c nhn v t chc cung cp cc dch v nh
nghin cu th trng, qung co, t vn marketing.gip cng ty c cc nh hng
tt hn v qung b hiu qu hn cho sn phm ca mnh. Ngy nay, trong iu kin
cnh tranh gay gt th cc doanh nghip khng th no t mnh lm ht cc cng tc
ny, m cng khng th lm tt c, do vy vic s dng cc mi gii dch v
marketing l v cng cn thit.
Nhng mi gii t chc tn dng- ti chnh: Cc t chc h tr u t, cc ngn hng,
cc cng ty tn dng, cc cng ty bo him nhm h tr cng ty u t v/bo him
chng li cc ri ro lien quan ti vic mua bn hng ha. Cc mi gii ny nh hng
ti kh nng cnh tranh v hiu qu sn xut kinh doanh ca doanh nghip.
Ni chung, cc mi gii trung gian ny nh hng ti u ra ca sn phm, c th l
nh hng ti gi bn l, hnh nh thng hiu, uy tn cng ty, tc tiu th v.vGi
s cc nh phn phi v bn l thc hin khng ng cc chng trnh khuyn mi tiu
dng ( v d: khng pht qu khuyn mi cho ngi tiu dng) th uy tn v hnh nh
ca cng ty b nh hng nghim trng. Hoc gi cc nh bn l h gi sn phm
cnh tranh ln nhau cng nh hng ti hnh nh cng ty. Nht l cc mi gii
marketing, nu h lm sai lch hay khng ph hp cc thng tin ti th trng th nh
hng su sc ti doanh nghip, trong nhiu trng hp sn phm b ty chay ch v
cc qung co hay thng tin khng ph hp.
Do vy, cng tc Marketing cho mi gii trung gian bao gm vic cung cp y v
chnh xc cc thng tin v th trng, gio dc thng xuyn v cc quan im v nh
hng hnh ng marketing ca doanh nghip, phi hp thc hin v gim st cht
ch cc hot ng ca h hn ch ti a cc ri ro v sai st c th xy ra.

44

III.2.4. Khch hng:


Nhn chung c nm dng th trng khch hng m doanh nhip cn quan tm nghin
cu k:
- Th trng ngi tiu dng: nhng c nhn, h dn, t chc mua hng ha/dch v
s dng cho cc nhu cu tiu dng
- Th trng cc nh sn xut: cc khch hng mua hng ha/dch v s dng nh
u vo ca sn xut.
- Th trng bun bn trung gian: cc c nhn-t chc mua hng ha/dch v bn li
kim li
- Th trng Nh nc: cc c quan nh nc mua hng ha/dch v s dng cng
cng hay chuyn giao cho nhng ngi cn thit
- Th trng quc t: tt c cc i tng nh trn nhng cc nc khc.
V d Cng ty Thi Tun c cc ca hng bn vi trc tip cho Ngi tiu dng, cng
c cc khch hng l cc sp vi ti cc ch, c cc nh may, cng ty thi trang mua
vi v lm nguyn liu, cng cung cp vi cho cc t chc t thin, cc c quan nh
nc v cng xut khu vi ra nhiu nc trn th gii v.v
Khch hng l mc tiu cui cng ca Marketing, mi n lc Marketing suy cho cng
cng l nhm tha mn cao nht cc nhu cu v mong mun ca khch hng. Cng tc
Marketing cho khch hng lun c coi trong, tuy nhin cn tnh to khng qu sa
vo marketing cho khch hng m qun i cc yu t nh hng khc.

III.2.5. i th cnh tranh:


Mun xc nh r i th cnh tranh th phi nghin cu ngi ta quyt nh mua sn
phm nh th no. V d, cc nh marketing c th phng vn bn Linh (nhn vt
chnh ca chng ta) v vic nu Linh c 10 triu th bn y s quyt nh mua sm th
no. u tin, Linh c vi nhu cu cn tha mn nh: cn c phng tin i hc,
cn c phng tin phc v hc tp, hay cn phng tin lin lc. l cc
mong mun mang tnh cnh tranh m ngi tiu dng cn cn nhc tha mn. Sau
khi suy ngh, c th Linh s quyt nh s u t 10 triu cho phng tin i hc.
By gi Linh cn la chn cc loi hng cnh tranh c th tha mn nhu cu y: xe
p, xe p in hay xe my. Cn nhc k th linh thy xe my l ph hp v hp dn
nht v tnh c ng v tc ca n so vi hai loi kia. Tip n, Linh s phi la chn
cc mt hng cnh tranh trong cng chng loi chn loi xe my no c th phc v
tt nht trong ngn sch cho php: xe tay ga, xe s, xe nhp khu hay rp trong nc
v.vKhi xc nh l s mua xe s, lp rp trong nc th Linh s cn nhc ti cc
thng hiu cnh tranh: Honda, Suzuki, Yamaha, SYM v.v
T v d trn chng ta thy r c 4 loi cnh tranh c bn: l cc sn phm c th
p ng cc mong mun mang tnh cnh tranh cho ngi tiu dng (cc sn phm thay
th thay i nhu cu), cc sn phm khc chng loi m u c th tha mn mt
tnhu cu c th, cc sn phm cng chng loi cng p ng nhu cu , v cui
cng l cc nhn hiu cnh tranh trong cng mt mt hng.

45

Cng tc marketing y cn nghin cu v lm r cc nhu cu v mong mun c th


ca th trng, hiu c cc i th cnh tranh theo tng loi, thy r im mnh,
im yu ca i th trong vic phc v cc nhu cu y t tm ra cc u th cnh
tranh qung b v tuyn truyn cho u th y nhm thu ht s quan tm ca khch
hng mc tiu. Trong nhiu trng hp, cng ty cn tm ra cc th trng ngch, cc
trn a m i th b trng hay cha quan tm ti, tn cng.

III.2.6. Cng chng:


Cng chng l mt nhm bt k t ra quan tm thc s hay c th s quan tm ti cc
t chc hay c nh hng ti kh nng t c cc mc tiu ra ca t chc y.
Cng chng c th nh hng tch cc (ng h) hay tiu cc (ty chay, phn i) cc
n lc phc v th trng ca cng ty. V th, cng ty lun cn xy dng cc k hoch,
chin lc marketing cho tt c cc cng chng trc tip ca mnh, cng nh cho tt c
th trng khch hng c c thin cm, li khen v s ng h. Chng ta c th
chia ra 07 nhm c th nh sau:
1. Gii ti chnh u t: c nh hng ti ngun vn ca cng ty, bao gm cc ngn
hng, cc t chc ti chnh tn dng, cc qu u tNhng bn co bch, bo co
ti chnh minh bch v tch cc l cc cng c tt thu ht thin cm ca gii ny. V
d: c th vay tin m rng sn xut, Thi Tun phi c cc bo co ti chnh minh
bch, chng minh c kh nng tr n ca mnh.
2. Gii truyn thng: ngi ta thng gi y l quyn lc th t, n c sc mnh rt
ln trong vic truyn b thng tin, bao gm cc c quan truyn thng nh bo ch, pht
thanh truyn hnh, cc c quan ngn lun. phc v gii ny, cc doanh nghip
thng c b phn PR ( Press Relation) ring bit v chuyn trch. V d: Thi Tun
phi lun quan tm ti gii truyn thng a tin v cc b su tp mi, cc gii
thng m cng ty c c hay cc hot ng x hi, t thin ca cng ty
3. Gii cm quyn ( cc c quan nh nc trung ng v a phng, cc b ngnh
ch qun), nhng c quan ny c nh hng ti cc quyt nh mang tnh chin
lc ca doanh nghip, v ti s cnh tranh chung ca ngnh. V d: cc quyt nh v
hn ngch nhp khu vi c th nh hng ti th trng tiu th ca Thi Tun.
4. Gii hot ng x hi: cn c gi l cc nhm cng dn hnh ng, v d cc t
chc bo v mi trng, hi ph huynh, cc on th, hip hi ca ngi tiu
dngH c th c cc phn ng v tc ng ti d lun x hi, quyt nh ca cc c
quan nh nc. Do vy cc hot ng Marketing rt cn quan tm tha mn gii ny.
5. Cng chng ti a phng: gm nhng ngi dn ti a phng doanh nghip c
nh my hay c s kinh doanh v cc vng ln cn. Nhng ngi ny c th gy nh
hng ti vic yu cu cng ty th hin cc trch nhim x hi nh ng gp cc qu
a phng, bo m an ton sn xut, v sinh mi trng
6. Qun chng ng o: tt c cc tng lp x hi trn th trng ca doanh nghip.
Doanh nghip khng ch chm chm o b cc tng lp thuc khch hng mc tiu m
cn phi xy dng hnh nh v thin cm cho cc i tng cng chng rng ri. V d,
doanh nghip bn xe hi khng ch phc v cc nhm nh giu m cn c cc hc
bng cho ngi ngho, cc qu pht trin cho dn tc thiu s v.v.

46

7. Cng chng ni b: tt c nhn vin ca mt doanh nghip t ch lao cng ti ch


tch Hi ng qun tr. Khi ni b cng ty hiu v c suy ngh tch cc v cng ty v sn
phm th h s tm cch lan truyn thi y cho nhng ngi xung quanh h.
Vi cng tc marketing cho cc nhm cng chng, ngi ta thng hay s dng b
phn, hay c hn mt phng nghip v PR ( Public Relations). Tuy nhin, rt nhiu
doanh nghip hiu lm rng PR l mt b phn ca Marketing. Thc t, PR l mt lnh
vc hon ton c lp, i hi s nghin cu thu o v vn dng khn kho, ch
khng ch l mt cng c ca Marketing.

IV.Mc tiu v vai tr ca Marketing dc:


IV.1. Mc tiu:
1) Mc tiu sc khe: Thuc phi m bo cht lng, hiu qu, an ton.
2) Mc tiu kinh t: sn xut kinh doanh phi t hiu qu c th tn ti v pht
trin.
IV.2. Vai tr:
1)
Marketing dc c vai tr quan trng trong qun l kinh t v m v vi m.
Nh nc, B Y t qun l v m nn kinh t y t thng qua cc chnh sch, qui ch
iu tit th trng.
2)
i vi qun l vi m marketing dc quyt nh chin lc marketing ca
cng ty , n khng ch mang tnh y t m c tnh kinh t y t.

47

PHN C: NG DNG CC CHNH SCH MARKETING TRONG HOT NG KINH


DOANH TIP TH DC PHM
I. H thng knh kinh doanh dc phm Vit Nam:
1. Cc loi knh c bn:
1.1. Trn th trng dc phm sn xut trong nc:
Trong mt h thng knh phn phi ca mt Cng ty s bao gm nhiu knh phn phi
c b phn khc nhau mi knh phn phi c th khng qua trung gian, qua mt trung
gian hoc qua nhiu trung gian. Trong th trng hng dc phm sn xut trong nc
thng thng m hnh knh phn phi c trnh by theo s sau :

+ Loi knh (1) :


Knh phn phi trc tip t Cng ty n ngi tiu dng. Loi knh ny thng c
s dng cho cc loi hng ho c tnh thng phm c bit (hng d hng, d v)
hoc c s dng th trng nh m ni ngi sn xut c quyn bn cho
ngi tiu dng. Loi ny c u th y nhanh tc lu thng hng ho, bo m s
giao tip cht ch ca nh sn xut trong lnh vc phn phi m bo tnh ch o ca
nh sn xut trong knh phn phi. Nhng loi knh ny c nhng hn ch nh trnh
chuyn mn ho thp, t chc v qun l knh phn phi phc tp, vn v nhn lc
phn tn, tc chu chuyn vn chm.
+ Loi knh (2), (3), (4) :
L nhng loi knh phn phi c s dng trung gian trong m hnh trn s cp trung
gian mi ch n ba cp, nhng trong thc t c nhng knh phn phi s cp trung
gian c th ln ti 5 hoc 6 cp. Thng thng a bn cng hp th s cp trung gian
cng t, a bn rng trong knh phn phi s cp trung gian c th ln hn, s cp
trung gian ph thuc ln vo chnh sch phn phi ca Cng ty, tim lc ca Cng ty
cng nh s pht trin th trng l loi hnh ph bin trong phn phi hng ho. Knh
ny thng c s dng vi nhng hng ho sn xut tp trung nhng phn phi
phn tn. Loi knh ny do quan h mua bn trong tng knh nn t chc tng i

48

cht ch, vng quay vn nhanh, lung vn ng s hu c nhiu vng hn. Tuy nhin
do knh di nn kh nng ri ro ln, vic thch hp v iu hnh knh kh khn hn,
thi gian lu thng hng ho di hn, chi ph phn phi c knh ln.
1.2. Trn th trng nhp khu y thc
Th trng nhp khu u thc c nhiu c th ring bit, so vi th trng nhp khu u
thc, v vy m hnh phn phi cho th trng hng nhp khu u thc n cng khc so
vi th trng sn xut trong nc, thng thng n c khi qut trn s sau:

+ Loi knh (1) : L knh phn phi trc tip c s dng ph bin trong vic phn
phi Dc phm m theo chng trnh t chc Y T th gii (WTO ) Nhng sn phm
ny khng qua khu trung gian m chuyn thng trc tip t nh sn xut n bnh vin
sau bnh vin trc tip iu tr cho bnh nhn. Nhng Dc phm ny thong qua B
y t Vit nam ku gi, nn chng ch c php s dng trong bnh vin v ginh cho
nhng chuyn khoa trong bnh vin.
+ Loi knh (2) : thng p dng nhng Cng ty c b dy lch s v c uy tn
trong ngnh Dc phm. Nhng sn phm trn thng l nhng sn phm ni ting
trn th gii, hu nh cc Cng ty Vit Nam mi i vo hot ng lnh vc Dc
phm u khng c c hi phn phi dng sn phm ny.
+ Loi knh (3) : c s dng trong nhng trng hp m nh sn xut khng
mong mun c mt lc lng bn hng ca chnh h. Cc i l thng i din chung
cho mt nh sn xut cng mt thi gian v hot ng trong mt dng chy rng cc
sn phm v dch vng rt cao v th trng cng nh tin tng b dy lch s ca
Cng ty. Nhng cng ty ny cng c th bn hng trc tip cho nhng Cng ty khc v
trc tip bn cho ngi tiu dng. Nhng loi knh hot ng ny cng c nh sn
xut nh gi cao.
+ Loi knh (4) : Thng c s dng i vi nh nhp khu nh, c mt s lng
mt hng khng ln trong danh mc mt hng trn th trng hay th trng c nhiu
khch hng nh phn b rng khp trn th trng tng th. Trong nhng trng hp
ny nh sn xut s dng i l i din cho mnh kt hp vi ngi phn phi thc
hin vic phn phi ti nhng ngi s dng Dc phm th trng mc tiu v c
khong cch khng gian so vi im xut pht lung hng ho kh xa.Loi hnh knh

49

phn phi ny chnh l nhp khu u thc, nhng cng ty kinh doanh v lnh vc ny l
mi v hn na l cha c chc nng nhp khu trc tip m phi qua trung gian.
1.3. Cc thnh vin ca knh
Trong mt knh marketing thng qua chc trch nhim v t khu sn xut n tiu
dng ngi ta thng m t mt knh marketing c marketing c ba thnh vin c bn
l :
+ Ngi sn xut
+ Ngi trung gian
+ Ngi tiu dng cui cng
Tuy vy trong nghin cu hot ng phn phi sn phm chng ta ch n ngi
sn xut v ngi trung gian.
- Ngi sn xut : Bao gm rt nhiu loi t cng nghip, nng nghip, lm nghip,
dch v H gm nhiu loi Cng ty, sn xut s ln hng ho v dch v vi mc ch
to ra sn phm nhm tho mn nhu cu th trng. Tuy nhin phn ln cc Cng ty
sn xut khng c v tr thun li phn phi sn phm ca h trc tip ti ngi tiu
dng cui cng v h thiu kinh nghim phn phi cng nh quy m do h thng
phi s dng cc trung gian l i l, ngi bn bun, ngi bn l.
- i l : l cc trung gian c lp h m nhim tt c hoc phn ln cng vic kinh
doanh. H khng s hu hng ho nhng li c lin quan thc s n cc chc nng
m phn v thay mt cho khch hng trong hot ng mua v bn. H thng nhn
c khon thu nhp di hnh thc tin hoa hng trn doanh s bn hoc mt khon
l ph nht nh.
- Ngi bn bun : H bn hng ca nh sn xut cho ngi bn l, Cng ty sn
xut, t chc ngnh ngh Mc tp trung (quy m) ca ngi bn bun rt ln.
Ngi bn bun thng c nhn vin, c phng tin kinh doanh, c kh nng chi phi
ln quan h th trng.
- Ngi bn l : Vai tr ca h trong knh phn phi lin quan n quy m v loi
hnh bn l, h pht hin nhu cu ca khch hng, tm v bn hng ho m khch hng
mong mun. H thng xuyn tip xc vi khch hng cui cng nn h hiu k nhu
cu th trng, h c h thng ca hng phong ph tin li cho vic bn hng ca h.
- Ngi tiu dng cui cng : l ngi trc tip s dng cc sn phm bn ra t nh
sn xut. Ngi tiu dng cui cng l th trng mc tiu c p ng bi cc h
thng thng mi ca knh, l ngi nh hng trc tip n doanh s ca cc thnh
vin khc trong knh. Nh sn xut cn phi nghin cu cc thay i trong nhu cu ca
cc thnh vin ny c nhng chnh sch thch hp.
II. Chnh sch sn phm:
Gi v tr trung tm v l nn tng ca Marketing chin lc trong doanh nghip. N l
c s cho doanh nghip nh hng u t,nghin cu thit k,sn xut v tiu th
sn phm trong tng thi k nht nh.
Mt khc ch c th da trn nn tng ca chnh sch sn phm mi c th trin khai
ng hng v kt hp c hiu qu cc chnh sch khc ca hot ng Marketing nh:
chnh sch gi, phn phi v qung co khuyn mi.

50

Mt s v d v chnh sch sn phm:


1.

Chin lc pht trin sn phm mi

Sn phm mi c coi l nhng thuc c hot cht mi, ng dng mi, dng
bo ch mi hay cng dng mi. i vi cng ty kinh doanh dc phm th sn phm
mi l nhng sn phm mi a vo th trng Vit Nam mc d nhng sn phm ny
c th xut hin nhiu nm trn th gii.
Chin lc pht trin sm phm mi l chin lc lun gi v tr quan trng trong
chin lc marketing ca cc cng ty dc phm c bit l cc cng ty dc phm
hng u th gii. H lun i tin phong trong lnh vc ny, tm ra nhng khe h ca
th trng a nhng sn phm mi ng thi im to doanh s ln, thu c li
nhun cao, ng thi nng cao v th cng ty trn thng trng, to pht trin cho
nhng sn phm tip theo.
Cng ty Glaxo Smith Kline (GSK) ban u a vo th trng Vit Nam mt loi
thuc iu tr i tho ng l Avandia, c hot cht l Rosiglitazone maleate dng
iu tr i tho ng type II. n khi Avandia v c tn hot cht Rosiglitazone
tr nn quen thuc vi cc bc s, cng ty to dng c uy tn v chim lnh
c th phn thuc i tho ng, nm 2004 cng ty tip tc tung ra th trng sn
phm mi Avandamet c hot cht l Metfomin v Rosiglitazone u c tc dng iu
tr i tho ng type II. Bnh nhn s dng thuc ny c th hiu chnh liu ph
hp, c bit khi s dng metfomin v rosiglitazone khng c hiu qu. Do quen
vi Metfomin v Rosiglitazone, cng vi hiu qu iu tr cao lm cho Avandamet
nhanh chng tr thnh mt trong nhng thuc hng u hin nay trong iu tr i tho
ng type II.
Cng ty Servier ni ting vi sn phm tr tng huyt p, suy tim xung huyt: Coversyl vi
hot cht chnh l Peridolpril tert- butylamine, y l thuc tim mch c mt sm nht ti
Vit Nam v c dng kh ph bin. Tuy nhin nm 2003 cng ty li tung ra th trng Vit
Nam bit dc mi Coversyl plus ( thnh phn gm Peridolpril tert- butylamine, Indapamide
l thuc li tiu thuc nhm Thiazid thng c ch nh cng cc thuc h huyt p khc).
u im ca Coversyl plus l c ch nh trong tng huyt p v cn nhng bnh nhn
tng huyt p khng kim sot c bng Peridopril dng ring. Coversyl plus c xem l
sn phm tt hn, khc phc nhng hn ch ca Coversyl.
2. Chin lc pht trin danh mc sn phm

Danh mc sn phm ca cc cng ty dc phm c xy dng da trn nhiu yu


t, quan trng nht l da vo m hnh bnh tt, thu nhp bnh qun trn u ngi v

51

chi ph cho cng tc khm cha bnh ca nc ta, tnh hnh kinh doanh sn xut thuc
trong nc.T xc nh nhu cu v mt nhm thuc v mt thuc no m cng
ty kinh doanh tng bc xy dng mt danh mc sn phm ph hp vi th trng
Vit Nam v mc tiu kinh doanh ca cng ty.
Mc ch ca vic pht trin danh mc sn phm pht trin thm thun li, lp
ch trng cho chng loi hin c, tn dng nng lc sn xut v dch v d tha, mu
toan tr thnh cng ty ch cht vi chng loi y . Chin lc ny doanh nghip
ch ng c chin lc thch ng vi nhng bin ng ca th trng.
a. Cng ty Glaxo Smith Kline (GSK) l cng ty hot ng kinh doanh dc phm
ln nht ti Vit Nam. Cng ty lun ch trng pht trin danh mc sn phm v chiu
rng vo cc nhm bnh kh ph bin Vit Nam nh: bnh nhim khun, bnh
ng tiu ho, bnh ng h hp ng vi mi loi bnh l mt nhm thuc vi
cc chng loi khc nhau.
Bng1. Danh mc sn phm ca cng ty Glaxo Smith Kline nm 2004
STT

Nhm tc dng dc l

S bit dc

T l(%)

Khng sinh

22%

H h hp

19%

D ng & h min dch

19%

Khoa da liu

14%

H thn kinh- c

8%

Cc thuc ho tr liu khc

8%

H ni tit & chuyn ho

6%

H tiu ho & gan mt

3%

36

100%

Tng s

(Ngun: Cng ty GSK, mims 2004)

52

Khng sinh

8%

3%

6%

23%

H h hp
D ng & h min dch

8%

Khoa da liu
H thn kinh- c

14%

19%
19%

Cc thuc ho tr liu
khc
H ni tit & chuyn ho
H tiu ho& gan mt

Hnh 2 . Biu c cu sn phm ca cng ty GSK


Chin lc pht trin danh mc sn phm ca cng ty GSK c xc nh theo c
chiu rng v chiu su.
Pht trin danh mc sn phm theo chiu rng
Trong nhm thuc khng sinh cng ty GSK c n 7 bit dc, tp trung ch yu
vo chng loi khng sinh -lactam. Cng ty pht trin trn hai nhm: penicillin v
cephalosporin cho ra 6 bit dc. Trong nhm penicillin c hai bit dc ni ting l
Clamoxyl v Augmentin, c hai u cha hot cht l Amoxicilin. Tuy nhin
Augmentin l s ci tin ca Clamoxyl do c s kt hp thm thnh phn acid
Clavulanic, cht c tc dng c ch enzym -lactamase do vi khun tit ra ph hu
vng -lactam ca khng sinh. Dn n tnh nng ca Aumentin hn hn Clamoxyl.
Cn trong Cephalosporin th cng ty pht trin 3 th h I, II, III vi ba hot cht:
Cephalexin. Cefuroxim, Ceftazidim.
Bng 2. Nhng khng sinh -lactam ca cng ty GSK
Nhm

Hot cht

Bit dc

Amoxicillin

Clamoxyl

Amoxicillin + Clavulanate Kali

Augmentin

Cephalexin

Ceporex

Penicillin

Th h I

Zinnat
Cephalosporin

Th h II

Cefuroxime
Zinacef

Th h III

53

Ceftazidime

Fortum

Cephalosporin th h I tc dng tt trn cu khun gram(-) v gram(+). Th h II


tc dng trn gram(-) mnh hn cc Cephalosporin th h I, mt khc n c u im l
bn vi men -lactamase, tt vi cc cu khun khng Penicilin. Th h III tc dng
mnh trn vi khun gram(-), tt vi t cu vng nhy cm vi penicillin. Vi 3 th h
khng sinh nhm Cephalosporin , th cc bc s c th la chn sn phm c ph rng
thch hp iu tr cho bnh nhn.
Pht trin danh mc sn phm theo chiu su:
tng s cnh tranh trn th trng, thun tin cho vic s dng vi nhiu i
tng bnh nhn, cc cng ty to ra cc dng bo ch khc nhau cho cng mt loi
khng sinh. Cng ty GSK rt thnh cng trn th trng sn phm khng sinh
Augmentin vi cc dng bo ch sau:
Dng tim tnh mch 1 g dng cho ngi ln
Dng tim tnh mch 500 mg dng cho ngi ln
Dng vin nn 1g dng cho nhim khun nng
Dng vin nn 625 mg BD dng iu tr nhim khun nh v nhim
khun trung bnh
Vin nn 500 mg s dng cho ngi ln
Gi bt 500 mg s dng cho ngi ln
Gi bt 250 mg s dng cho tr em
3.

54

Chin lc trin khai tiu th sn phm theo chu k sng ca sn phm

Chin lc tiu th sn phm theo chu k sng ca cng ty Roche


Cao
2

10%

Thp

1
Ngi sao

Nghi vn

(Star)

(Question mark)

4
Chn mui

Loi b

( Milk cow)

( Dog)

Mnh > 1

Yu < 1

Th phn tng i
Hnh 3. Ma trn tng trng/ th phn vi sn phm Rocephine
Cng ty Roche p dng phng php BCG ( Boston Cosulting Group) la chn
trng im kinh doanh da trn 2 cn c:
-

Tc tng trng ca sn phm

Th phn tng i ca sn phm

Da vo 2 yu t cng ty c nhng chin lc kinh doanh ph hp vi tng thi


k.
-

Nghi vn ( Phase 1): Sn phm c th phn thp trong mt th trng ang pht
trin nhanh v c nhiu kh khn. Bn thn sn phm cha to c doanh s,
li nhun duy tr sn phm.

Ngi sao ( Phase 2) : Sn phm c th phn cao trong mt th trng ang pht
trin nhanh. Chng cn c u t pht trin nhm ti a ho li nhun
trong tng lai.

Chn mui ( Phase 3) : Sn phm c th phn cao trong mt th trng hay


gn bo ho. Mc tiu u t nhm duy tr th phn. Mt phn li nhun thu
c s dng u t nhm khc.

55

Loi b ( Phase 4): Sn phm c th phn gim hay c th phn thp trong
mt th trng bo ho. Li nhun thu c rt thp, cn ch rt t hoc
loi b chng tng cng ngun lc cho sn phm khc.

Nm 1995, cng ty Roche a sn phm Rocephin c hot cht Ceftriaxon vo th


trng Vit Nam, y l khng sinh cephalosporin th h 3. Ban u th phn ca
Rocephin cn nh. Bt u t Phase 1, cng ty t chc nhiu cuc hi tho gii
thiu sn phm, pht thuc mu cho bc s s dng th, thng xuyn cung cp ti
liu sn phm cho bc sSang Phase 2, tc tng trng cao, cng ty tp trung n
lc chim lnh th trng v c th phn tng i tin n 1 v ln hn 1. T nm
1998 tr i, cng ty tr thnh mt trong nhng cng ty hng u v sn phm
cephalosporin th h 3 ti Vit Nam. Sang Phase 3, mc d doanh thu ca Rocephin
vn tng nhng tc tng trng ca n gim do s ra i ca mt lot sn phm
bt chc (Rofine ca Ampharco, Trixone ca LBS) cng vi s ra i ca
cephalosporin th h 4( maxipime ca BMS). T nm 2004, do trn th trng xut
hin rt nhiu sn phm c cng hot cht ceftriaxone, th phn ca cng ty mt
dn cc hot ng marketing ca cng ty ch mang tnh cht cm chng v ngun li
sinh ra dng quay li phase 1 u t cho sn phm mi. Hin nay phase 4
Rocephine ch yu tiu th mt cch t ng do n l mt thuc c hiu qa iu tr
cao, c cc bc s tin dng v do thi quen s dng thuc ca bc s v bnh
nhn
4.

Chin lc bt chc sn phm ( Imitation product)

y l chin lc m cc cng ty va v nh p dng nhiu nht, ch yu l cc


cng ty ca cc nc khu vc Chu : n , Hn Quc, Trung Quc... Chin lc
ny tc ng rt mnh n cc sn phm ca cc cng ty dc phm hng u, lm
cho th trng c nhiu bin ng v mc cnh tranh quyt lit nht.
Khi cc cng ty dc phm tip th sn phm mi, h phi b ra mt chi ph khng
l qung b sn phm, cc bc s v bnh nhn nhn bit v tin dng sn phm
ca mnh. Cng ty nh lc ny hu nh khng tm n sn phm cho n khi
sn phm ht thi hn bo h c quyn, c s thnh cng trn th trng, v c cc
bc s tin dng h bt u tung ra sn phm c hot cht tng t vi mu m, tn gi
gn ging sn phm trn vi gi r hn, chi ph hoa hng v chnh sch khuyn mi
i vi bc s v nh thuc tt hn. Thng thng cc cng ty s sn xut bt chc
mt sn phm khc khi sn phm ny bn t doanh s cao trn th trng ri h c

56

gng a sn phm ca mnh vo th trng . Chin lc bt chc sn phm thng


c cc cng ty kt hp vi chnh sch khc c th t c mc tiu kinh doanh
ca cng ty. Cc cng ty thng kt hp vi chin lc xc tin v h tr kinh doanh:
thng tin, qung co, s dng cc li ch vt cht nh chit khu cao, chi ph hoa hng
cho bc s, v chnh sch gi: Chin lc nh gi xm nhp sn phm c th
nhanh chng xm nhp vo th trng hay chin lc gi n theo c th chi ph
hoa hng cao cho bc s.
Bng 3. Bng m t chin lc bt chc Rocephin ca Rofine ( cng hot cht
Ceftriaxone)
Rocephin

Rofine

Cng ty sn xut

Roche ( Php)

Alkem ( n )

Cng ty tip th

Roche

Ampharco

Thi im xm

1995

1999

Gia bn bun

150.000 vn

52.000 vn

Uy tn ca cng ty

Cng ty dc phm hng

Cng ty dc

u th gii

phm mi ra i

nhp

cha c tn tui
Ngun: Cng ty Roche, Ampharco (07/2003)
Chin lc ny cng c mt s cng ty dc phm trong nc p dng, do khng
c li th v nghin cu sn phm mi, nhng li c li th v gi thnh u vo thp.
Cc cng ty ny thng a ra cc sn phm m bao b v mu m gn ging vi cc
sn phm c uy tn trn th trng. Hin tng ny gy nn s cnh tranh khng lnh
mnh, gi c ln xn, nhm ln gia hng ngoi v hng ni.
5. Chin lc duy tr th phn bng cc sn phm sng i

thm nhp th trng mi, duy tr v pht trin th phn c, i hi cc cng ty


vn dng mt cch nhun nhuyn cc chnh sch marketing mt cch linh hot ph
hp vi tng giai on, tng th trng mt. duy tr th phn mt s cng ty a ra
th trng nhng sn phm c cng hot cht cho cc sn phm ny cnh tranh vi
nhau, chim lnh trit cc khc th trng khc nhau, ng thi chng li s cnh
tranh ca cc i th trn khc th trng .

57

Cng ty Biochemia l mt trong nhng cng ty c nhiu khng sinh nht trn th
trng Vit Nam, duy tr th phn khng sinh ca mnh, cng ty a ra mt s
cp khng sinh nh sau:
Bng 4. Cc cp khng sinh cng hot cht ca cng ty Biochemia
Tn hot

Gi
Bit dc

Quy cch

cht

phn
(VN)

ROXBI 750mg

Hp 1 l

Cng ty

42.500

phi
Hong
c

Cefuroxime
XORIM 750mg
CURAM
Amoxicillin

625mg

+clavulanat

SUPRAS

Hp 1 l

39.000

Ging
V

Hp 20 vin

185.000

Hong
c

Hp 20 vin

190.000

625mg

Thun
Gia

SERVISPOR50

03 v x 10

9.900/ v

Thun

0mg

vin

OSPEXIN

100 v x 10

11.900/v

Ging

500mg

vin

OSPAMOX

100 v x 10

10.700/v

Hong

500mg

vin

SERVAMOX50

100 v x 10

10.000/v

Ging

0mg

vin

Gia

Cefalexin

Amoxicillin

Ngun: Cng ty Biochemia (07/2003)


V thc cht nhng hot cht do cng mt nh my sn xut, c tiu chun cht
lng nh nhau, song khi bn vo th trng Vit Nam cng ty s dng hai tn khc
nhau. Cng ty chia cc sn phm thnh hai nhm do hai nh phn phi khc nhau,
nhm tn dng li th ca tng nh phn phi. i vi cp khng sinh cng ty chia
trnh dc vin thnh hai nhm khc nhau gii thiu trn cng mt a bn, cng mt
th trng. Nh chin lc ny cng ty cnh tranh li cc i th, gi vng th trng,
m rng th phn.

58

III. Chnh sch gi


Mc d trn th trng hin nay s cnh tranh v gi khng cn gi a v thng tr hng u
nh trc nhng n l mt yu t c bit quan trng. Gi c hng ha bn ra nh hng
rt ln n khi lng tiu th,nh hng mnh m n doanh s v li nhun ca doanh
nghip.
V vy doanh nghip cn phi a ra chnh sch gi, c cu gi hp l cho hng ha ca
mnh v iu chnh n theo thi gian v iu kin ph hp vi s thay i ca th trng
v khch hng.
V d:
Cng ty dc thc hin chnh sch v chit khu i vi cc trung gian nh sau:
* Vi i l c doanh s >= 10 triu/ thng Cng ty thc hin chit khu 4%
* Vi i l c doanh s < 10 triu/ thng Cng ty thc hin chit khu 3%
* Vi nh thuc bn bun: Cng ty thc hin chit khu 1%
* Vi nh thuc bn l Cng ty bn theo nguyn gi

IV. Chnh sch phn phi


Doanh nghip cn phi t chc v hng dn khch hng v th mc k hp ng n t
hng,t chc cc phng tin vn ti ph hp vi yu cu ca khch hng sao cho chi ph
thp nht.
T chc v vn bao gi v cc iu kin giao hng,cc dch v h tr cho ngi tiu th
gm: t chc cc quy hng,ci tin phng tin bn hng... pht hin kp thi s tr tr,
ch tc ca knh phn phi c bin php x l kp thi.

V. Chnh sch xc tin v h tr kinh doanh


khuyn khch khch hng, gia tng doanh s bn ra, cc doanh nghip cn phi c
nhng cch ring trong vic t chc cc hat ng khuyn mi. l nhng hat ng lm
cho thay i lng cu da trn nhng tc ng trc tip hoc gin tip ln tm l v th
hiu ca khch hng.
Hot ng khuyn mi gm c: Qung co, tuyn truyn, xc tin bn hng.Mi hnh thc
khc nhau,c ni dung, mc ch v phng tin thc hin khc nhau, i hi cng ty phi
c s lin kt v phi hp chng mt cch hu hiu theo mt tin trnh truyn thng thng
nht da trn ngn qu c phn chia hp l nht.

59

You might also like