CM NANG

QUN TR DOANH NGHIP

Tp 3

MC LC
Phn tch th trng ngi tiu dng & hnh vi ca ngi mua...........................................
H thng thng tin marketing & nghin cu marketing........................................................
Ngh thut bn hng..............................................................................................................
Nghin cu & la chn th trng mc tiu..........................................................................
Nghin cu th trng............................................................................................................

PHN TCH TH TRNG

NGI TIU DNG V HNH VI CA NGI MUA

Tm tt
Cn phi tm hiu trc th trng ngi tiu dng v hnh vi mua sm ca ngi tiu
dng th mi c th xy dng c nhng k hoch Marketing c cn c.
Th trng ngi tiu dng mua hng ha v dch v cho tiu dng c nhn. N l
th trng cui cng m cc hot ng kinh t c t chc ra phc v n. Khi phn
tch mt th trng ngi tiu dng cn phi bit khch hng, cc i tng, v mc tiu
ca ngi mua, cc t chc hot ng, cc t mua hng v nhng ca hng bn l.
Hnh vi ca ngi mua chu nh hng ca bn yu t ch yu: Vn ha, x hi, c
nhn, v tm l. Tt c nhng yu t ny u cho ta nhng cn c bit cch tip cn v
phc v ngi mua mt cch hiu qu hn.
Mc cn nhc khi mua sm v s ngi tham gia mua sm tng theo mc
phc tp ca tnh hung mua sm. Ngi lm Marketing phi c nhng k hoch khc
nhau cho bn kiu hnh vi mua sm ca ngi tiu dng. Hnh vi mua sm phc tp,
hnh vi mua sm m bo ng , hnh vi mua sm thng thng v hnh vi mua sm tm
kim s a dng. Bn kiu hnh vi ny u da trn c s mc tham gia cao hay thp
ca ngi tiu dng vo chuyn mua sm v c nhiu hay t nhng im khc bit ln
gia cc nhn hiu.
Nhng ngi lm Marketing phi nghin cu nhng mong mun, nhn thc, s
thch v cc hnh vi la chn v mua sm ca nhng khch hng mc tiu. Vic nghin
cu nh vy s cho ta nhng gi pht trin sn phm mi, tnh nng ca sn phm,
xc nh gi c, cc knh, ni dung thng tin v nhng yu t khc trong Marketing mix.
Trong chng ny ta s tm hiu nhng ng thi mua sm ca ngi tiu dng v trong
chng sau s tm hiu ng thi mua sm ca nhng ngi mua hng ca doanh nghip.
1. M hnh hnh vi ca ngi tiu dng
Trong nhng thi gian u tin, nhng ngi lm Marketing c th hiu c
ngi tiu dng thng qua nhng kinh nghim bn hng cho h hng ngy. Th nhng s
pht trin v quy m ca cc cng ty v th trng lm cho nhiu nh qun tr

Marketing khng cn iu kin tip xc trc tip vi khch hng na. Ngy cng nhiu
nhng nh qun tr phi a vo vic nghin cu khch hng tr li nhng cu hi
ch cht sau y v mi th trng.
Nhng ai to nn th trng ? Khch hng
Th trng mua nhng g? i tng
Ti sao th trng mua? Mc tiu
Nhng ai tham gia vo vic mua sm? T chc
Th trng mua sm nh th no? Hot ng
Khi no th trng mua sm? t mua hng
Th trng mua hng u? Ca hng bn l
im xut pht hiu c ngi mua l m hnh tc nhn phn ng c th
hin trong H.4.1. Marketing v nhng tc nhn ca mi trng i vo thc ca ngi
mua. Nhng c im v qu trnh quyt nh ca ngi mua dn n nhng quyt nh
mua sm nht nh. Nhim v ca ngi lm Marketing l hiu c iu g xy ra trong
thc ca ngi mua gia lc cc tc nhn bn ngoi bt u tc ng v lc quyt nh
mua. Ta s tp trung vo hai cu hi sau:
+ Nhng c im ca ngi mua, vn ha, x hi, c nhn v tm l, nh hng
nh th no n hnh vi mua sm?
+ Ngi mua thng qua quyt nh mua sm nh th no?

H.4.1. M hnh hnh vi ca ngi mua

2. Nhng yu t ch yu nh hng n hnh vi mua sm
H.4.2 gii thiu mt m hnh chi tit ca nhng nh hng n hnh vi mua sm ca
ngi tiu dng. Ta s minh ha nhng nh hng qua mt ngi tiu dng gi nh
tn l Linda. Linda 35 tui, c gia nh v l mt ngi qun l tiu th ca mt cng ty
ha cht hng u. B ta hay phi i cng tc v mun mua mt my tnh xch tay. B ta
c rt nhiu nhn hiu la chn: IBM, Apple, Dell, Compaq, v...v. Vic la chn ca
b chu nh hng ca nhiu yu t.
Vn ha
Nn vn ha X hi
Nhm tham kho C nhn
Tui v giai on ca chu k sng Tm l
Nhnh vn ha Gia nh Ngh nghip ng c Ngi mua
Hon cnh kinh t Nhn thc
Li sng Hiu bit
Tng lp x hi Vai tr v a v Nhn cch v t thc Nim tin v thi
Vn ho
Nn vn ho

X hi
Nhm tham kho

Nhnh vn ho

Gia nh

Tng lp x hi Vai tr v a v

C nhn
Tui v giai on
ca chu k sng

Tm l

Ngh nghip

ng c

Hon cnh kinh

t

Nhn thc

Li sng

Hiu bit

Nhn cch v t
Nim tin v thi
thc

H.4.2. M hnh chi tit cc yu t nh hng n hnh vi

Cc yu t vn ha

Ngi mua

Cc yu t vn ha c nh hng su rng nht n hnh vi ca ngi tiu dng. Ta

s xem xt vai tr ca nn vn ha, nhnh vn ha v tng lp x hi ca ngi mua.
Nn vn ha
Nn vn ha l yu t quyt nh c bn nht nhng mong mun v hnh vi ca
mt ngi. Mt a tr khi ln ln s tch lu c mt s nhng gi tr, nhn thc, s
thch v hnh vi thng qua gia nh ca n v nhng nh ch then cht khc. Mt a tr
ln ln Hoa K c tip xc vi nhng gi tr sau: Thnh tu v thnh cng, hot
ng, hiu sut v tnh thc tin, tin b, tin nghi vt cht, ch ngha c nhn, t do, tin
nghi bn ngoi, ch ngha nhn o v tnh tr trung.
Nhnh vn ha
Mi nn vn ha u c nhng nhnh vn ha nh hn to nn nhng c im c
th hn v mc ha nhp vi x hi cho nhng thnh vin ca n. Cc nhnh vn ha
to nn nhng khc th trng quan trng, v nhng ngi lm Marketing thng thit
k cc sn phm v chng trnh Marketing theo cc nhu cu ca chng. Hnh vi mua
sm ca Linda s chu nh hng ca nhng c im ca nhnh vn ha ca b. Chng
s nh hng n s thch n ung, cch la chn qun o, cch ngh ngi gii tr v
tham vng tin thn ca b. B c th xut thn t mt nhnh vn ha rt coi trng
"ngi c hc thc" v iu ny gip gii thch ti sao b quan tm n my tnh.
Tng lp x hi
Hu nh tt c cc x hi loi ngi u th hin r s phn tng x hi. S phn
tng ny i khi mang hnh thc, mt h thng ng cp theo nhng thnh vin thuc
cc ng cp khc nhau c nui nng v dy d m nhim nhng vai tr nht nh.
Hay gp hn l trng hp phn tng thnh cc tng lp x hi. Cc tng lp x hi l
nhng b phn tng i ng nht v bn vng trong x hi, c xp theo theo th bc
v gm nhng thnh vin c chung nhng gi tr, mi quan tm v hnh vi. Nhng nh
khoa hc x hi xc nh c by tng lp x hi nh trong Bng 4-1.
1. Tng lp thng lu lp Tng lp thng lu lp trn, sng bng ti sn tha k v c
trn (di 1%)
nhng gia nh ni ting. H ng gp nhng khon tin ln
cho cng vic t thin, t chc nhng bui v hi, c nhiu
nh , v gi con i hc nhng trng hc tt nht. H l th
trng ca kim hon, c, nh v nhng chuyn i ngh.
H thng hay mua v mc nhng th cu, khng quan tm

n chuyn ph trng. Tuy h l mt nhm nh, song h vn

l mt nhm tham kho i vi nhng ngi khc trong chng
mc l cc quyt nh tiu dng ca h c v c cc
tng lp x hi khc bt chc.
2. Tng lp thng lu lp Tng lp thng lu lp di l nhng ngi c thu nhp cao
di (khong 2%)
hay giu c nh ti nng xut chng trong ngh nghip chuyn
mn hay trong kinh doanh. H thng xut thn t tng lp
trung lu. H tch cc tham gia cc cng vic x hi v ca
thnh ph v tm mua nhng th chng t a v cho bn thn
mnh v cho con ci, nh nhng ngi nh t tin, trng hc
tt, thuyn bum, h bi v t. H gm nhng ngi giu
mi pht v cch tiu dng ca h c tnh ton gy n
tng i vi nhng ngi tng lp thp hn h. Ham mun
ca nhng ngi thng lu lp di l c chp nhn vo
lp trn, mt a v m c l con ci h c nhiu kh nng t
c hn bn thn h.
3. Tng lp trung lu lp Nhng ngi trung lu lp trn khng c a v ca gia nh
trn (12%)
hay giu c g c bit. H ch yu quan tm n con ng
danh vng. H c c nhng cng v nh nhng ngi
chuyn nghip, nhng ngi kinh doanh c lp v cn b
qun tr ca cng ty. H tin tng vo hc vn v mun con
ci h pht trin nhng k nng chuyn mn hay qun tr
chng khng b tt xung tng lp thp hn. Nhng thnh vin
ca tng lp ny thch ni v nhng tng v "trnh vn
ha cao" . H tch cc tham gia v c thc cao v trch
nhim cng dn. H l th trng tt cho nh , qun o p,
g v thit b tt. H tm cch c c mt ngi nh lch
s tip i bn b v thn ch.
4. Tng lp trung lu Tng lp trung lu l nhng ngi cng nhn c trng v xanh
(32%)
c mc lng trung bnh, sng khu kh hn ca thnh ph v
c gng lm nhng vic ng n. H hay mua nhng sn
phm ph bin " theo kp xu th". Hai mi lm phn trm
c xe t ngoi, ng thi phn ln u quan tm n chuyn
thi trang, tm kim "mt trong nhng nhn hiu tt hn". Mt
cuc sng tt hn c ngha l "mt ngi nh p hn" vi
"lng ging tt khu vc tt hn ca thnh ph" c trng hc

tt. Tng lp trung lu tin tng l nn chi nhiu tin hn cho

con ci h c c "nhng kinh nghim ng gi" v hng
chng vo hc i hc.
5. Tng lp cng nhn Tng lp cng nhn gm nhng cng nhn c xanh c mc
(38%)
lng trung bnh v nhng ngi sng theo "li sng ca tng
lp cng nhn", bt k thu nhp, trnh vn ha hay cng
vic. Tng lp cng nhn ph thuc nhiu vo h hng v kinh
t v s h tr v tnh cm, v nhng li khuyn v c hi vic
lm, v nhng kin tham gia v chuyn mua sm v v s h
tr mi khi gp kh khn. i vi tng lp cng nhn i ngh
c ngha l " li thnh ph" v "i xa" th c ngha l i n
h nc hay ni ngh ngi khng xa qu hai gi i ng.
Tng lp cng nhn vn duy tr s phn chia r rng vai tr
ca gii tnh v rp khun nhau. S thch v t l nhng chic
xe c kch thc tiu chun v ln, khng thch nhng xe nh
gn ni a cng nh ngoi nhp.
6. Tng lp h lu lp trn Tng lp h lu lp trn l nhng ngi i lm, khng sung
(9%)
tc, mc d mc sng hi cao hn mc ngho kh mt cht.
H lm nhng cng vic lao ng ph thng v hng lng
rt thp, mc d h lun phn u vn ln tng lp cao
hn. Thng thng tng lp h lu lp trn khng c hc
hnh y . Mc d h gn mc ngho kh v mt ti
chnh, h vn thu xp t ra mnh c cuc sng ngn np v
sch s.
7. Tng lp h lu lp Tng lp h lu lp di l nhng ngi hng tr cp, b
di (7%)
ngho tng r rng v thng khng c vic lm hay c
"nhng vic lm bn thu". Mt s khng quan tm n chuyn
tm kim mt vic lm lu di v phn ln u ph thuc vo
tin tr cp x hi hay tin t thin. Nh ca, qun o v
c ca h "bn thu" rch nt v "tn t".
Bng 4-1. Nhng c im ca by tng lp x hi ch yu M
1.
Tng lp thng lu lp trn (di 1%) Tng lp thng lu lp
trn, sng bng ti sn tha k v c nhng gia nh ni ting. H ng gp
nhng khon tin ln cho cng vic t thin, t chc nhng bui v hi, c nhiu
nh , v gi con i hc nhng trng hc tt nht. H l th trng ca kim

hon, c, nh v nhng chuyn i ngh. H thng hay mua v mc nhng

th cu, khng quan tm n chuyn ph trng. Tuy h l mt nhm nh,
song h vn l mt nhm tham kho i vi nhng ngi khc trong chng mc
l cc quyt nh tiu dng ca h c v c cc tng lp x hi khc bt
chc.
2.
Tng lp thng lu lp di (khong 2%) Tng lp thng lu
lp di l nhng ngi c thu nhp cao hay giu c nh ti nng xut chng
trong ngh nghip chuyn mn hay trong kinh doanh. H thng xut thn t
tng lp trung lu. H tch cc tham gia cc cng vic x hi v ca thnh ph v
tm mua nhng th chng t a v cho bn thn mnh v cho con ci, nh nhng
ngi nh t tin, trng hc tt, thuyn bum, h bi v t. H gm nhng
ngi giu mi pht v cch tiu dng ca h c tnh ton gy n tng i
vi nhng ngi tng lp thp hn h. Ham mun ca nhng ngi thng lu
lp di l c chp nhn vo lp trn, mt a v m c l con ci h c nhiu
kh nng t c hn bn thn h.
3.
Tng lp trung lu lp trn (12%) Nhng ngi trung lu lp trn
khng c a v ca gia nh hay giu c g c bit. H ch yu quan tm n
con ng danh vng. H c c nhng cng v nh nhng ngi chuyn
nghip, nhng ngi kinh doanh c lp v cn b qun tr ca cng ty. H tin
tng vo hc vn v mun con ci h pht trin nhng k nng chuyn mn hay
qun tr chng khng b tt xung tng lp thp hn. Nhng thnh vin ca
tng lp ny thch ni v nhng tng v "trnh vn ha cao" . H tch cc
tham gia v c thc cao v trch nhim cng dn. H l th trng tt cho nh ,
qun o p, g v thit b tt. H tm cch c c mt ngi nh lch s
tip i bn b v thn ch.
4.
Tng lp trung lu (32%) Tng lp trung lu l nhng ngi cng
nhn c trng v xanh c mc lng trung bnh, sng khu kh hn ca thnh
ph v c gng lm nhng vic ng n. H hay mua nhng sn phm ph bin
" theo kp xu th". Hai mi lm phn trm c xe t ngoi, ng thi phn ln
u quan tm n chuyn thi trang, tm kim "mt trong nhng nhn hiu tt
hn". Mt cuc sng tt hn c ngha l "mt ngi nh p hn" vi "lng ging
tt khu vc tt hn ca thnh ph" c trng hc tt. Tng lp trung lu tin
tng l nn chi nhiu tin hn cho con ci h c c "nhng kinh nghim ng
gi" v hng chng vo hc i hc.
5.
Tng lp cng nhn (38%) Tng lp cng nhn gm nhng cng
nhn c xanh c mc lng trung bnh v nhng ngi sng theo "li sng ca
tng lp cng nhn", bt k thu nhp, trnh vn ha hay cng vic. Tng lp
cng nhn ph thuc nhiu vo h hng v kinh t v s h tr v tnh cm, v

nhng li khuyn v c hi vic lm, v nhng kin tham gia v chuyn mua
sm v v s h tr mi khi gp kh khn. i vi tng lp cng nhn i ngh c
ngha l " li thnh ph" v "i xa" th c ngha l i n h nc hay ni ngh
ngi khng xa qu hai gi i ng. Tng lp cng nhn vn duy tr s phn chia
r rng vai tr ca gii tnh v rp khun nhau. S thch v t l nhng chic xe
c kch thc tiu chun v ln, khng thch nhng xe nh gn ni a cng nh
ngoi nhp.
6.
Tng lp h lu lp trn (9%) Tng lp h lu lp trn l nhng
ngi i lm, khng sung tc, mc d mc sng hi cao hn mc ngho kh mt
cht. H lm nhng cng vic lao ng ph thng v hng lng rt thp, mc
d h lun phn u vn ln tng lp cao hn. Thng thng tng lp h lu
lp trn khng c hc hnh y . Mc d h gn mc ngho kh v mt
ti chnh, h vn thu xp t ra mnh c cuc sng ngn np v sch s.
7.
Tng lp h lu lp di (7%) Tng lp h lu lp di l nhng
ngi hng tr cp, b ngho tng r rng v thng khng c vic lm hay c
"nhng vic lm bn thu". Mt s khng quan tm n chuyn tm kim mt vic
lm lu di v phn ln u ph thuc vo tin tr cp x hi hay tin t thin.
Nh ca, qun o v c ca h "bn thu" rch nt v "tn t".
Cc tng lp x hi c mt s c im. Th nht l nhng ngi thuc mi tng
lp x hi u c khuynh hng hnh ng ging nhau hn so vi nhng ngi thuc hai
tng lp x hi khc. Th hai l con ngi c xem l c a v thp hay cao tu theo
tng lp x hi ca h. Th ba l tng lp x hi ca mt ngi c xc nh theo mt
s bin, nh ngh nghip, thu nhp, ca ci, hc vn, v nh hng gi tr ch khng
phi ch theo mt bin. Th t l, cc c nhn c th di chuyn t tng lp x hi ny
sang tng lp x hi khc, ln hoc xung, trong i mnh. Mc c ng ny khc
nhau tu theo mc cng nhc ca s phn tng x hi trong mt x hi nht nh.
Linda xut thn t tng lp trung lu. Gia nh b coi trng hc vn v mong mun
tr thnh nhng ngi chuyn nghip, nh nh qun tr, lut s, k ton vin, hay thy
thuc. Kt qu l Linda c trnh kh v vit lch v ton hc v khng phi e ngi
g vi my tnh nh mt s ngi xut thn t nhng tng lp c trnh hc vn thp
hn.
Nhng yu t x hi
Hnh vi ca ngi tiu dng cng chu nh hng ca nhng yu t x hi nh cc
nhm tham kho, gia nh v vai tr ca a v x hi.

Nhm tham kho

Nhiu nhm c nh hng n hnh vi ca mt ngi. Nhm tham kho ca mt
ngi bao gm nhng nhm c nh hng trc tip (mt i mt) hay gin tip n thi
hay hnh vi ca ngi . Nhng nhm c nh hng trc tip n mt ngi gi l
nhng nhm thnh vin. l nhng nhm m ngi tham gia v c tc ng qua li.
C nhng nhm l nhm s cp, nh gia nh, bn b, hng xm lng ging, v ng
nghip, m ngi c quan h giao tip thng xuyn. Cc nhm s cp thng l c
tnh cht chnh thc hn v t i hi phi c quan h giao tip thng xuyn hn.
Nhng ngi lm Marketing c gng nhn din nhng nhm tham kho ca cc
khch hng mc tiu ca mnh. Ngi ta chu nh hng kh mnh ca cc nhm tham
kho t nht l theo ba cch. Cc nhm tham kho to iu kin mt c nhn tip xc
vi nhng hnh vi v li sng mi. Nhng nhm ny cng nh hng n thi i v t
nim ca mi ngi, bi v ngi thng mun ha nhp vo . Nhng nhm ny
to ra nhng p lc buc phi tun theo nhng chun mc chung v c th tc ng n
cch la chn sn phm v nhn hiu trong thc t ca ngi . nh hng ca nhm
mnh i vi nhng sn phm m nhng ngi c ngi mua knh trng nhn thy.
S quan tm ca Linda n mt my tnh xc tay v thi ca b i vi cc nhn hiu
khc nhau s chu nh hng mnh ca mt s ngi trong nhm thanh nin ca b. Thi
ca nhng ngi cng s ca b v vic la chn nhn hiu ca h s nh hng n
b. Nhm cng gn gi, qu trnh trao i thng tin trong nhm cng c hiu qu, v
ngi cng qu trng nhm th nhm cng c tc dng nh hnh cch la chn
sn phm v nhn hiu ca ngi .
Gia nh
Cc thnh vin trong gia nh l nhm tham kho quan trng c nh hng ln
nht. Ta c th phn bit hai gia nh trong i sng ngi mua. Gia nh nh hng
gm b m ca ngi . Do t b m m mt ngi c c mt nh hng i vi
tn gio, chnh tr, kinh t v mt thc v tham vng c nhn, lng t trng v tnh yu.
Ngay c khi ngi mua khng cn quan h nhiu vi b m, th nh hng ca b m i
vi hnh vi ca ngi mua vn c th rt ln. nhng nc m b m sng chung vi
con ci trng thnh th nh hng ca h c th l c bn.
Mt nh hng trc tip hn n hnh vi mua sm hng ngy l gia nh ring ca ngi
, tc l v chng v con ci. Gia nh l mt t chc mua hng tiu dng quan trng
nht trong x hi v n c nghin cu rt nhiu nm. Nhng ngi lm Marketing
quan tm n vai tr v nh hng tng i ca chng, v v con ci n vic mua sm
rt nhiu loi sn phm v dch v khc nhau. Vn ny s thay i rt nhiu i vi

cc nc v cc tng lp x hi khc nhau. Ngi lm Marketing bao gi cng phi

nghin cu nhng dng mu c th trong tng th trng mc tiu c th.
Hoa K mc can thip ca chng, v thay i nhiu tu theo loi sn phm.
Theo truyn thng ngi v thng l ngi mua sm chnh ca gia nh, nht l i vi
thc phm, git i v qun o. iu ny ang thay i khi ngy cng c nhiu b v i
lm v ngi chng tham gia nhiu hn vo chuyn mua sm ca gia nh. Nhng ngi
lm Marketing nhng hng ha thng thng s sai lm nu ngh rng ph n l ngi
ch yu hay duy nht mua sn phm ca mnh.
Trong trng hp nhng sn phm v dch v t tin, v chng cng bn bc
thng qua quyt nh chung. Ngi lm Marketing phi xc nh xem thnh vin no
thng c nh hng ln hn n vic la chn nhng sn phm khc nhau. Thng
thng l vn ai c quyn lc hay thng tho hn. Sau y l nhng dng mu sn
phm in hnh:
+ Chng gi vai tr chnh: Bo him nhn th, t, my thu hnh
+ V gi vai tr chnh: my git, thm, g, dng nh bp
+ V chng gi vai tr ngang nhau: i ngh, nh , gii tr bn ngoi
Trong trng hp mua my tnh xch tay ca Linda, chng b c th ng vai tr
mt ngi c nh hng. ng ta c th ch ng nu ra kin. ng ta c th gp v
nhn hiu v tnh nng. nh hng ca ng ta s ph thuc vo ch kin ca ng kin
quyt n mc no v Linda nh gi kin ca ng ra sao.
Vai tr v a v
Trong i mnh mt ngi tham gia vo rt nhiu nhm - gia nh, cc cu lc b, cc t
chc. V tr ca ngi d trong mi nhm c th xc nh cn c vo vai tr v a v ca
h. Vi b m mnh Linda gi vai tr ngi con gi, trong gia nh mnh b l v, cng
ty b l ngi qun l tiu th. Mt vai tr bao gm nhng hot ng m mt ngi s
phi tin hnh. Mi vai tr ca Linda u nh hng n mt s hnh vi mua sm ca b.
Mi vai tr u gn vi mt a v. Thm phn Ta n ti cao c a v cao hn mt
ngi qun l tiu th, v ngi qun l tiu th c a v cao hn mt th k vn phng.
Ngi ta la chn nhng sn phm th hin c vai tr v a v ca mnh trong x hi.
Chng hn nh cc ch tch cng ty thng i xe Mercedes, mc nhng b t tin v
ung Chivas Regal Scotch. Nhng ngi lm Marketing u bit r kh nng th hin a

v x hi ca sn phm v nhn hiu. Tuy nhin, biu tng ca a v thay i theo cc

tng lp x hi v theo c vng a l na.
Nhng yu t c nhn
Nhng quyt nh ca ngi mua cng chu nh hng ca nhng c im c
nhn, ni bt nht l tui tc v giai on chu k sng ca ngi mua, ngh nghip, hon
cnh kinh t, li sng, nhn cch v t nim ca ngi .
Tui tc v giai on ca chu k sng
Ngi ta mua nhng hng ha v dch v khc nhau trong sut i mnh. H n thc n
cho tr s sinh trong nhng nm u tin, phn ln thc phm trong nhng nm ln ln
v trng thnh v nhng thc n king c trong nhng nm cui i. Th hiu ca ngi
ta v qun o, g v cch gii tr cng tu theo tui tc.
Vic tiu dng cng c nh hnh theo giai on ca chu k sng ca gia nh.
Nhng ngi lm Marketing thng hay chn cc nhm ca chu k sng lm th trng
mc tiu ca mnh.
Mt s cng trnh mi y xc nh cc giai on tm l ca chu k sng.
Nhng ngi ln tui tri qua nhng thi k hay nhng bin i nht nh trong qu
trnh sng. Ngi lm Marketing theo di rt st nhng hon cnh sng lun thay i, ly
hn, ga ba, ti gi, v tc ng ca nhng thay i n hnh vi tiu dng.
Ngh nghip
Ngh nghip ca mt ngi cng nh hng n cch thc tiu dng ca h. Ngi
cng nhn c xanh s mua qun o lao ng, giy i lm, ba n tra ng hp v tr
chi gii tr hai ngi. Ch tch cng ty s mua qun o t tin, i du lch bng ng
hng khng, tham gia cc cu lc b v thuyn bum ln. Ngi lm Marketing c gng
xc nh nhng nhm ngh nghip c quan tm trn mc trung bnh n cc sn phm v
dch v ca mnh. Cng ty c th thm ch chuyn mn ha sn phm ca mnh cho
nhng nhm ngh nghip nht nh. Chng hn nh cc cng ty phn mm my tnh s
thit k phn mm my tnh khc nhau cho nhng ngi qun l nhn hiu, k s, lut s
v bc s.
Hon cnh kinh t
Vic la chn sn phm chu tc ng rt ln t hon cnh kinh t ca ngi .
Hon cnh kinh t ca ngi ta gm thu nhp c th chi tiu c ca h (mc thu nhp,

mc n nh v cch sp xp thi gian), tin tit kim v ti sn (bao gm c t l phn

trm ti sn lu ng), n, kh nng vay mn, thi i vi vic chi tiu v tit kim.
Linda c th mua mt my tnh xch tay v nu b ta c thu nhp c chi, tin tit
kim hay kh nng mn v thch tiu tin hn l tit kim. Nhng ngi lm Marketing
nhng hng ha nhy cm vi thu nhp phi thng xuyn theo di nhng xu hng
trong thu nhp c nhn, s tin tit kim v li sut. Nu cc ch s kinh t c s suy
thoi tm thi, th nhng ngi lm Marketing c th tin hnh nhng bin php thit k
li, xc nh li v tr v nh gi li cho sn phm ca mnh chng tip tc m bo
gi tr dnh cho cc khc hng mc tiu.
Li sng
Nhng ngi cng xut thn t mt nhnh vn ha, tng lp x hi v cng ngh nghip
c th c nhng li sng hon ton khc nhau. V d, Linda c th la chn cch sng
"th cu" c th hin trong cch n mc bo th, dnh nhiu thi gian cho gia nh v
ng gp cho nh th ca mnh. Hay b c th chn li sng "tn tin" c c im l
lm vic thm gi cho nhng n quan trng v tham gia hng hi khi c dp i du lch
v chi th thao.
Li sng ca mt ngi l mt cch sng trn th gii ca h c th hin ra
trong hot ng, s quan tm v kin ca ngi . Li sng miu t sinh ng ton
din mt con ngi trong quan h vi mi trng ca mnh. Nhng ngi lm Marketing
s tm kim nhng mi quan h gia sn phm ca mnh v cc nhm theo li sng. Mt
hng sn xut my tnh c th pht hin thy rng phn ln nhng ngi mua my tnh l
nhng ngi c khuynh hng tn tin. Ngi lm Marketing c th theo m nh
hng hng ha r rng hn vo li sng tn tin. Ri th nhng ngi son tho qung
co cng c th phc ha nhng biu tng c sc hp dn cho nhng ngi tn tin.
Nhn cch v nim v bn thn
Mi ngi u c mt nhn cch khc bit c nh hng n hnh vi ca ngi . y
nhn cch c ngha l nhng c im tm l khc bit ca mt ngi dn n nhng
phn ng tng i nht qun v lu bn vi mi trng ca mnh. Nhn cch thng
c m t bng nhng nt nh t tin c uy lc, tnh c lp, lng tn trng, tnh chan
ha, tnh kn o v tnh d thch nghi. Nhn cch c th l mt bin hu ch trong vic
phn tch hnh vi ca ngi tiu dng, v rng c th phn loi cc kiu nhn cch v c
mi tng quan cht ch gia cc kiu nhn cch nht nh vi cc la chn sn phm v
nhn hiu. V d, mt cng ty my tnh c th pht hin ra rng nhiu khch hng trin
vng c tnh t tin rt cao, c uy lc v tnh c lp. iu ny gi phi s dng nhng
ni dung nht nh trong qung co my tnh.

Nhiu ngi lm Marketing s dng mt khi nim gn lin vi nhn cch l

nim v bn thn (hay hnh nh v mnh). Linda c th thy mnh rt hon ho v ng
c hng ci tt nht. B thch mt my tnh cng c nhng phm cht nh vy. Nu
my tnh compaq c qung co v nh gi cho nhng ngi mun th tt nht, th
hnh nh ca nhn hiu s tng xng vi hnh nh ca bn thn b. Nhng ngi lm
Marketing phi c gng xy dng hnh nh nhn hiu tng xng vi hnh nh bn thn
ca th trng mc tiu.
Nhng yu t tm l
Vic la chn mua sm ca mt ngi cn chu nh hng ca bn yu t tm l l
ng c, nhn thc, tri thc, nim tin v thi .
ng c
Ti bt k mt thi im nht nh no con ngi cng c nhiu nhu cu. Mt s
nhu cu c ngun gc sinh hc. Chng ny sinh t nhng trng thi cng thng v sinh l
nh i, kht, kh chu. Mt s nhu cu khc c ngun gc tm l. Chng ny sinh t
nhng trng thi cng thng v tm l, nh nhu cu c tha nhn, c knh trng hay
c gn gi v tinh thn. Hu ht nhng nhu cu c ngun gc tm l u khng
mnh thc y con ngi hnh ng theo chng ngay lp tc. Mt nhu cu s tr
thnh ng c khi n tng ln n mt mc mnh. Mt ng c (hay mt s thi
thc) l mt nhu cu c sc mnh thi thc ngi ta hnh ng. Vic tha mn
nhu cu s lm gim bt cm gic cng thng.
Cc nh tm l hc pht trin nhng l thuyt v ng c ca con ngi. Trong
s nhng l thuyt ni ting nht c ba l thuyt l l thuyt ca Sigmund Freud, ca
Abraham Maslow v ca Frederick Herzberg. Nhng l thuyt l l thuyt ny cha
ng nhng hm hon ton khc nhau i vi vic phn tch ngi tiu dng v chin
lc Marketing.
L thuyt ng c ca Freud. Freud cho rng nhng lc lng tm l thc t nh
hnh hnh vi ca con ngi phn ln l v thc. Freud thy con ngi phi km nn
bit bao nhiu ham mun trong qu trnh ln ln v chp nhn nhng quy tc x hi.
Nhng ham mun ny khng bao gi bin mt hay b kim sot hon ton. Chng xut
hin trong gic m, khi l li, trong hnh vi bc pht.
Nh vy l con ngi khng th hiu c y nhng ng c ca chnh mnh.
Nu Linda mun mua mt my tnh xch tay, th b ta c th m t ng c ca mnh l

mun lm vic c hiu sut hn khi i cng tc. Nu nhn su hn th c th thy b ta

mua my tnh gy n tng i vi nhng ngi khc. Nu nhn su hn na th c
th thy b ta mua my tnh v n gip b cm thy mnh c v sang trng v ng mt
hn.
Khi Linda nghin cu nhng nhn hiu c th, b s phn ng khng ch vi nhng
kh nng nu ln ca chng, m cn c vi nhng iu khc na. Hnh dng, kch thc,
trng lng, vt liu, mu sc v tn nhn hiu ca mi my tnh u c th gy ra nhng
lin tng v cm xc nht nh. Khi thit k my tnh, cc hng sn xut phi nm c
tc dng ca cc yu t nhn, nghe v s lm ny sinh nhng cm xc ngi tiu dng
c th kch thch hay c ch nh mua sm.
Nhng ngi nghin cu ng c a ra nhng gi nh l th v i khi k
quc v nhng g c th ny sinh trong u ngi mua khi xem xt nhng sn phm nht
nh. H cho rng:
+ Ngi tiu dng phn i mua mn kh, bi v n nhn nheo v lm cho ngi ta lin
tng n tui gi.
+ n ng ht x g thay cho vic mt tay khi h ln. H thch x g c mi hc
lm ni bt tnh cch n ng ca h.
+ Ph n a thch du thc vt hn m ng vt bi v m ng vt gi cho h
cm gic ti ti v git ng vt.
+ Ph n rt thn trng khi nng bnh bi v trong tim thc h ngh vit ging
nh chuyn sinh . H khng thch bt lm bnh pha ch sn v cuc i qu d dng
s gy nn cm gic ti li.
L thuyt ng c ca Maslow. Abraham Maslow tm cch gii thch ti sao
nhng thi im khc nhau, ngi ta li b thi thc bi nhng nhu cu khc nhau. Ti
sao c ngi dnh ra nhiu thi gian v sc lc m bo an ton c nhn v c
ngi li c gng ginh c s knh trng ca ngi xung quanh? ng cho rng nhu cu
ca con ngi c sp xp trt t theo th bc, t cp thit nht n t cp thit nht.
Th bc nhu cu do Maslow a ra c trnh by trong H.4-3. Theo th t tm quan
trng cc nhu cu c sp xp nh sau: Nhng nhu cu sinh l, nhng nhu cu an
ton, nhng nhu cu x hi, nhng nhu cu c tn trng v nhng nhu cu t khng
nh mnh. Con ngi s c gng tha mn trc ht l nhng nhu cu quan trng nht.
Khi ngi ta tho mn c mt nhu cu quan trng no th n s khng cn l

ng c hin thi na, v ngi ta li c gng tha mn nhu cu quan trng nht tip
theo.

H.4-3. Th bc ca nhu cu theo Maslow

V d, mt ngi ang sp cht i (nhu cu 1) s khng quan tm n nhng g
va mi xy ra trong th gii ngh thut (nhu cu 5) hay nhng ngi chung quanh nhn
mnh hay tn trng mnh nh th no (nhu cu 2). Nhng khi mi nhu cu c tha
mn, th nhu cu quan trng nht tip theo s ni ln hng u.
L thuyt ca Maslow gip ngi lm Marketing hiu c cc sn phm khc
nhau ph hp nh th no vi cc , mc ch v i sng ca nhng ngi tiu dng
tim n. Vy l thuyt ca maslow lm sng t c iu g v mi quan tm ca
Linda n chuyn mua mt my tnh? Ta c th on nhn c rng Linda tha mn
c nhng nhu cu sinh l, an ton v x hi. Mi quan tm ca b n my tnh c th
bt ngun t mt nhu cu mnh lit c mi ngi xung quanh kinh n hn hay t mt
nhu cu cao hn l t khng nh mnh.
Nhn thc
Mt ngi c ng c lun sn sng hnh ng. Vn ngi c ng c s hnh
ng nh th no trong thc t cn chu nh hng t s nhn thc ca ngi v tnh
hung lc . Linda c th cho rng nhn vin bn my tnh ni chuyn lin thong l

mt ngi a mu v khng thnh tht. Nhng khch hng khc c th li cho rng
ngi bn hng l mt ngi thng minh v n cn.
Ti sao ngi ta li c nhn thc khc nhau v cng mt tnh hung? Vn l
ch chng ta nm bt s vt l tc nhn thng qua nhng cm gic truyn qua nm gic
quan ca mnh: Th gic, thnh gic, khu gic, xc gic v v gic. Tuy nhin mi ngi
chng ta li suy xt, t chc v gii thch thng tin cm gic theo cch ring ca mnh.
Nhn thc c nh ngha l "mt qu trnh thng qua c th tuyn chn, t chc v
gii thch thng tin to ra mt bc tranh c ngha v th gii xung quanh". Nhn thc
khng ch ph thuc vo nhng tc nhn vt l, m cn ph thuc vo c mi quan h
ca cc tc nhn vi mi trng xung quanh v nhng iu kin bn trong c th .
Ngi ta c th c nhng nhn thc khc nhau v cng mt khch th do c ba qu
trnh nhn thc: S quan tm c chn lc, s bp mo c chn la v s ghi nh c chn
lc.
S quan tm c chn lc. Hng ngy ngi ta tip xc vi v s cc tc nhn kch
thch. V d, mt ngi trung bnh c th tip xc vi hng nghn qung co mi ngy. D
nhin ngi khng th ch tm n tt c nhng tc nhn kch thch . Phn ln
nhng tc nhn kch thch b sng lc i. Mt thch thc thc s l lm th no gii
thch c l ngi ta s ch n nhng tc nhn kch thch no. Sau y l mt s kt
qu thu c.
+ Ngi ta c khuynh hng ch n nhng tc nhn kch thch c lin quan n
mt nhu cu hin c: Linda s ch n nhng qung co v my tnh bi v b ta ang
c ng c mun mua mt my tnh. V chc chn l s khng n nhng qung co
v thit b m thanh ni.
+ Ngi ta c khuynh hng ch n nhng tc nhn kch thch m h ang
mong i: Linda chc chn s ch n cc my tnh ch khng phi nhng my thu
thanh khi n mt ca hng my tnh, bi v b ta khng mong i ca hng cng bn
c my thu thanh.
+ Ngi ta c khuynh hng ch n nhng tc nhn kch thch c nhng im
khc bit hn vi nhng tc nhn thng thng: Linda chc chn s ch n qung co
cho bn my tnh Apple gim gi 100 USD hn l mt qung co cho bn ch gim c
6 USD.

S quan tm c chn lc c ngha l nhng ngi lm Marketing phi c gng ht

sc thu ht s ch ca ngi tiu dng. Nhng thng ip ca h s b b qua i
vi phn ln nhng ngi khng tm kim sn phm trn th trng. Ngay c nhng
ngi ang tm kim sn phm cng c th khng ch n thng ip, nu n khng
ni bt ln gia mt bin nhng tc nhn kch thch bao quanh. Nhng qung co c kch
thch cng ln hay s dng bn mu, mi v c s tng phn chc chn s c ch
n nhiu hn.
S bp mo c chn lc. Ngay c nhng tc nhn kch thch c ch n
cng khng nht thit s c tip nhn ng nh d kin. Mi ngi u c g p thng
tin nhn c vo khun kh nhng ngh sn c ca mnh. S b mo c chn lc m
t khuynh hng con ngi mun gn cho thng tin nhng ngha ca c nhn mnh.
Chng hn nh Linda c th nghe thy nhn vin bn hng nhc ti nhng mt tt v xu
ca my tnh IBM. Nu Linda c nhiu thin cm vi IBM, th chc chn b ta s gt bt
nhng iu khng nh xu bin h cho vic mua mt my tnh IBM. Ngi ta gii
thch thng tin theo cch ng h ch khng phi thch thc nhng quan nim sn c.
S ghi nh c chn lc. Ngi ta s qun i nhiu ci m h hc c. H c
khuynh hng gi li nhng thng tin ng h thi v nim tin ca mnh. Chnh l v
s ghi nh c chn lc m Linda chc chn s nh nhng im tt c nhc n v
my tnh IBM v qun i nhng im tt c nhc n v cc my tnh cnh tranh
khc. B ta nh nhng im tt ca IBM l v b ta "nghin ngm" chng nhiu nht
mi khi b suy ngh n vic la chn mt my tnh.
Nhng yu t nhn thc ny, (s quan tm c chn lc, s bp mo c chn lc v
s ghi nh c chn lc), c ngha l nhng ngi lm Marketing phi c ht sc mnh
a c cc thng ip ca mnh n a ch cn thit. iu ny gii thch ti sao nhng
ngi lm Marketing s dng kch ni v cch lp i lp li nhiu ln gi thng
ip ca mnh n cc th trng mc tiu.
Tri thc
Khi ngi ta hnh ng h cng ng thi lnh hi c tri thc, tri thc m t nhng
thay i trong hnh vi ca c th bt ngun t kinh nghim. Hu ht hnh vi ca con
ngi u c lnh hi. Cc nh l lun v tri thc cho rng tri thc ca mt ngi c
to ra thng qua s tc ng qua li ca nhng thi thc, tc nhn kch thch, nhng tm
gng, nhng phn ng p li v s cng c.
C l l Linda c mt s thi thc t khng nh mnh. S thi thc c nh
ngha l mt tc nhn kch thch ni ti thc y hnh ng. S thi thc ca b ta tr

thnh mt ng c khi n hng vo mt i tng - tc nhn kch thch c th c kh

nng gii ta s thi thc, trong trng hp y l mt my tnh. Phn ng p li ca
Linda i vi tng mua mt my tnh bt ngun t nhng tm gng xung quanh.
Nhng tm gng l nhng tc nhn kch thch th yu, quyt nh ngi phn ng
p li vo lc no, u v nh th no. S ng h ca chng b, hnh nh mt chic
my tnh nh bn, nhng qung co v bi bo v my tnh, nhng tin n v gi bn
c bit, tt c u l nhng tm gng c th nh hng n phn ng p li ca Linda
i vi s quan tm ca b v chuyn mt my tnh.
Gi s Linda mua mt my tnh v chn my tnh IBM. Nu kinh nghim ca b
qu l b ch, th phn ng p li ca b i vi cc my tnh s c cng c.
Sau ny c th Linda li mun mua mt my sao chp. B ch n mt s nhn
hiu, trong c nhn hiu ca IBM. V b bit rng IBM sn xut ra nhng my tnh
tt, nn b c th suy ra rng IBM cng sn xut ra nhng my sao chp tt. Ta ni b
khi qut ho phn ng p li ca mnh cho nhng tc nhn kch thch tng t.
Xu hng ngc li vi khi qut ha l qu trnh phn bit. Khi Linda nghin cu
mt my sao chp do hng Sharp sn xut, b thy rng n nh hn v gn hn my ca
IBM. Vic phn bit y c ngha l ba ta hc c cch nhn bit nhng im khc
nhau trong mt tp hp nhng tc nhn kch thch tng t v c th iu chnh li phn
ng p li ca mnh ph hp.
L thuyt v tri thc dy cho nhng ngi lm Marketing rng h c th to ra
c nhu cu i vi mt sn phm bng cch gn lin n vi nhng s thi thc mnh
m, s dng nhng ng c, tm gng v m bo s cng c tch cc. Mt cng ty
mi c th tham gia th trng bng cch vn dng nhng s thi thc m cc i th
cnh tranh s dng v to ra nhng kiu dng tng t, bi v ngi mua c khuynh
hng chuyn lng trung thnh sang nhng nhn hiu tng t hn l sang nhng nhn
hiu khc hn (khi qut ho) . Hay cng ty cng c th thit k nhn hiu ca mnh
to nn mt s nhng thi thc khc v m bo c nhng tc nhn mnh m kch thch
chuyn nhn hiu (qu trnh phn bit).
Nim tin v thi
Thng qua hot ng v tri thc, ngi ta c c nim tin v thi . Nhng yu t ny
li c nh hng n hnh vi mua sm ca con ngi.

ng nhin, cc nh sn xut rt quan tm n nhng nim tin m ngi ta mang

trong u mnh v nhng sn phm v dch v ca mnh. Nhng nim tin to nn
nhng hnh nh ca sn phm cng nh nhn hiu v ngi ta hnh ng theo nhng
hnh nh . Nu c nim tin no khng ng n v cn tr vic mua hng th nh
sn xut cn thit hnh mt chin dch un nn li nhng nim tin .
Thi din t nhng nh gi tt hay xu da trn nhn thc bn vng, nhng
cm gic cm tnh v nhng xu hng hnh ng ca mt ngi i vi mt khch th
hay mt tng no . Ngi ta c thi i vi hu ht mi s vic: Tn gio, chnh
tr, qun o, m nhc, thc phm v...v. Thi dn h n quyt nh thch hay khng
thch mt i tng no , n vi n hay ri xa n. Chng hn nh Linda c th c
nhng thi nh cho rng "my tnh l cng c ch cht i vi nhng ngi lm ngh
chuyn nghip", "hy mua th tt nht", v "IBM sn xut nhng my tnh tt nht trn
th gii". Cho nn i vi Linda, my tnh IBM l ng ch nht, v n rt ph hp vi
nhng thi hnh thnh trc ca b ta. Cng ty my tnh c th kim c mn
li ln nu tin hnh nghin cu thi ca mi ngi i vi sn phm v nhng hiu
ca cng ty.
Thi lm cho ngi ta x s kh nht qun i vi nhng s vt tng t.
Ngi ta khng phi gii thch v phn ng vi mi s vt theo mt cch mi. Thi
cho php tit kim sc lc v tr c. V th m rt kh thay i c thi . Thi ca
mt ngi c hnh thnh theo mt khun mu nht qun, nn mun thay i lun c
nhng thi khc na.
V th ngi ta khuyn cng ty nn lm cho sn phm ca mnh ph hp vi nhng
thi sn c, ch khng nn c gng thay i thi ca mi ngi. ng nhin,
cng c nhng trng hp ngoi l khi m chi ph rt tt km cho nhng n lc nhm
thay i thi c b p li mt cch tha ng.
Khi cng ty Honda xm nhp th trng m t ca Hoa K n phi ng u
vi mt quyt nh quan trng. Cng ty c th bn xe mt ca mnh cho mt t ngi
quan tm n mt hng ny hay c gng tng s lng ngi quan tm n mt. Hng
th hai s tn km hn bi v nhiu ngi c thi xu i vi mt. H gn lin mt
vi nhng chic o da mu en, con dao l so v ti phm. Tuy vy Honda vn i theo
hng th hai, v tung ra mt chin dch ln da trn ch "bn s gp nhng ngi
tuyt vi nht khi i xe Honda". Chin dch ca h thnh cng v nhiu khch hng
chp nhn mt thi mi i vi mt.

By gi ta nh gi c kh nhiu nhng lc lng tc ng n hnh vi ca

ngi tiu dng. Cch la chn hng ha ca mt ngi l kt qu ca s tc ng qua
li phc tp gia cc yu t vn ha, x hi, c nhn v tm l. Trong s nhng yu t ,
c nhiu yu t khng chu nh hng ca ngi lm Marketing. Tuy nhin, chng vn
c ch li cho vic pht hin nhng ngi mua quan tm nhiu nht n sn phm .
Nhng yu t khc chu nh hng ca ngi lm Marketing v gi cho h phi pht
trin sn phm, nh gi, t chc lu thng v khuyn mi nh th no to c s
hng ng mnh m ca ngi tiu dng.
3. Qu trnh thng qua quyt nh mua hng
Nhng ngi lm Marketing khng nhng phi to c nhng nh hng khc
nhau n ngi mua m cn phi tm hiu xem ngi tiu dng thc t thng qua cc
quyt nh mua hng ca mnh nh th no. Ngi lm Marketing phi xc nh c ai
l ngi thng qua quyt nh mua hng, cc kiu quyt nh mua sm v nhng bc i
ca qu trnh mua sm.
Cc vai tr trong vic mua sm
i vi nhiu sn phm rt d xc nh ngi mua. n ng thng chn my co ru,
cn ph n th chn v lin qun. C nhng sn phm i hi tp th thng qua quyt
nh gm hai ngi tr ln. Hy xt trng hp la chn t cho gia nh. a con trai
tui thiu nin c th xut mua mt chic xe mi. Ban b c th gp cho gia nh v
kiu xe nn mua. Ngi chng c th chn kiu xe. Ngi v c th c nhng c mun
nht nh v kch thch v trang tr bn trong ca xe. Ngi chng c th m bo chi
tin. Ngi v c th s dng xe nhiu hn chng mnh.
V vy ta c th phn bit nm vai tr ca mi ngi trong mt quyt nh mua sm:
+ Ngi ch xng: Ngi u tin nu ln tng mua mt sn phm hay dch
v c th.
+ Ngi c nh hng: Ngi c quan im hay y kin c nh hng n quyt
nh
+ Ngi quyt nh: Ngi quyt nh mi yu t trong quyt nh mua sm: C
nn mua khng, mua ci g, mu nh th no hay mua u.
+ Ngi mua: Ngi thc hin vic mua sm thc t
+ Ngi s dng: Ngi tiu dng hay s dng sn phm hay dch v

Cng ty cn xc nh nhng vai tr ny, bi l chng c nhng hm i vi vic

thit k sn phm, xc nh ni dung thng ip, v phn b ngn sch khuyn mi. Nu
ngi chng quyt nh kiu xe, th cng ty t phi m bo qung co n c ngi
chng, cng ty t c th thit k nhng tnh nng nht nh ca xe lm hi lng ngi
v. Khi bit r nhng ngi tham gia chnh v vai tr ca h, ngi lm Marketing c
th iu chnh chi tit chng trnh Marketing cho ph hp.
Cc kiu hnh vi mua sm
Cch thng qua quyt nh ca ngi tiu dng thay i tu theo kiu quyt nh
mua sm. Gia vic mua mt ng thuc nh rng, mt cy vt tennis, mt my tnh c
nhn v mt chic t mi c nhng s khc bit rt ln. Chc chn l nhng mn hng
phc to v t tin s i hi ngi mua phi cn nhc k hn v c nhiu ngi tham
gia quyt nh hn. Assael phn ra bn kiu hnh vi mua sm ca ngi tiu dng cn
c vo mc tham gia ca ngi mua v mc khc nhau gia cc nhn hiu. Bn
kiu ny c lit k trong bng 4-3 v m t trong nhng on tip sau.
Mc tham gia cao

Mc tham gia thp

Cc nhn hiu khc nhau rt Hnh vi mua sm phc tp Hnh vi mua sm tm kim s
nhiu
a dng
Cc nhn hiu khc nhau t Hnh vi mua sm m bo Hnh vi mua sm thng thng
hi ha
Bng 4-3. Bn kiu hnh vi mua sm
Hnh vi mua sm phc tp
Ngi tiu dng c hnh vi mua sm phc tp khi h tham gia nhiu vo vic mua sm
v thc r nhng khc bit ln gia cc nhn hiu. Ngi tiu dng tham gia nhiu
trong nhng trng hp sn phm t tin, t khi mua, c nhiu ri ro, v c tc dng t
biu hin cao. Thng thng ngi tiu dng khng bit nhiu lm v loi sn phm
v phi tm hiu nhiu. V d, mt ngi mua my tnh c nhn c th khng bit phi
tm kim nhng tnh cht no ca my. Nhiu tnh nng ca sn phm khng cha ng
ngha g: "B nh 16K", "lu bng a", " phn gii mn hnh", v.v
Ngi mua s phi tri qua mt qu trnh hc tp trc tin l xy dng nim
tin v sn phm, ri n thi , v sau l tin hnh la chn hng mt cch thn
trng. Ngi lm Marketing mt sn phm i hi ngi mua tham gia nhiu, phi nm
c hnh vi, thu nhp thng tin v nh gi ca ngi tiu dng. Ngi lm Marketing
cn xy dng nhng chin lc nhm h tr ngi mua tm hiu nhng tnh nng ca lp

sn phm , tm quan trng tng i ca chng v s nh gi cao v nhng tnh cht

tng i quan trng ca nhn hiu cng ty. Ngi lm Marketing cn lm cho nhng
tnh cht ca nhn hiu khc bit hn, s dng phng tin in n v bi gii thiu di
m t nhng ch li ca nhn hiu, ng vin nhn vin bn hng ca ca hng v nhng
ngi quen ca ngi mua tc ng n vic la chn nhn hiu cui cng.
Hnh vi mua sm m bo hi ha
i khi ngi tiu dng tham gia nhiu vo vic mua sm, nhng thy cc nhn hiu
khng khc nhau nhiu lm. Phi tham gia nhiu cng ch l v mn hng t tin, t
khi mua v c nhiu ri ro. Trong trng hp ny, ngi mua s i vng quanh xem
c nhng g ang bn, nhng ri mua kh nhanh gn, bi v s khc bit gia cc nhn
hiu khng r rt lm. Ngi mua c th phn ng ch yu l theo gi hi hay iu kin
mua thun tin. V d, vic mua thm tri sn i hi phi tham gia nhiu vo quyt nh,
v n t tin v d p vo mt, song ngi mua c th cho rng vi mt khong gi
nht nh cc nhn hiu thm u nh nhau.
Sau khi mua ngi tiu dng c th thy n khng hi ha do nhn thy thm c
nhng tnh cht nht nh ng bn khon hay nghe thy nhng d lun tt v nhng loi
thm khc. Ngi tiu dng s rt nhy cm vi nhng thng tin c th bin h cho quyt
nh ca mnh. Trong v d ny, ngi tiu dng hnh ng trc tin, ri sau mi
c nhng nim tin mi v cui cng l i n mt s thi . y cc thng tin
Marketing phi nhm to dng nim tin v a ra nhng nh gi gip ngi tiu
dng yn tm vi cch l chn ca mnh.
Hnh vi mua sm thng thng
Nhiu sn phm c mua trong iu kin t c s tham gia ca ngi tiu dng v
khng c s khc nhau ln gia cc nhn hiu. Hy xt trng hp mua mui n. Ngi
tiu dng t phi bn tm i vi loi sn phm ny. H n ca hng v mua mt nhn
hiu bt gp. Nu h c tm nhn hiu c, th ch l do thi quen, ch khng phi l
mt s trung thnh vi nhn hiu. C nhng bng chng r rng, chng t rng ngi
tiu dng t bn tm n nhng sn phm r tin v mua thng xuyn.
Trong trng hp ny, hnh vi ca ngi tiu dng khng tri qua trnh t bnh
thng nim tin/ thi / hnh vi. Ngi tiu dng khng ra sc tm kim thng tin v
cc nhn hiu, nh gi cc c im ca chng, ri i n quyt nh mua nhn hiu
no. Tri li, cho th ng tip nhn thng tin khi xem truyn hnh hay cc mc qung
co trn bo ch. S cnh tranh qung co to ra s quen thuc vi nhn hiu ch khng
to ra s tin tng vo nhn hiu. Ngi tiu dng khng hnh thnh mt thi r rng
v mt nhn hiu, m la chn n ch v n quen thuc. Sau khi mua, thm ch h c th
khng nh gi vic la chn v h khng quan tm nhiu n sn phm . Nh vy qu

trnh mua sm l nim tin vo nhn hiu c hnh thnh theo tr thc c lnh hi th
ng, tip n l hnh vi mua hng, ri sau c th tip n vic nh gi.
Nhng ngi lm Marketing nhng sn phm t c s tham gia ca ngi mua v
cc nhn hiu t khc nhau thy rng hiu qu nht l s dng gi c v cc bin php
kch thch tiu th kch thch vic dng th sn phm, v ngi mua khng gn b cht
ch vi bt k nhn hiu no. Khi qung co ch nn nhn mnh vo mt vi im then
cht. Nhng biu tng v hnh nh rt quan trng, bi v chng d nh v gn lin vi
nhn hiu. Cc chin dch qung co phi lp i lp li nhiu ln vi thi lng ngn.
Truyn hnh c hiu qu hn cc phng tin bo ch, v n l mt phng tin khng
cn chm ch nhiu nn rt ph hp vi trng hp lnh hi tri thc th ng. Vic lp k
hoch qung co phi da trn c s l thuyt quyt nh c in theo ngi mua hc
cch nhn din mt sn phm nht nh theo biu tng c gn vo n nhiu ln.
Ngi lm Marketing c th c gng chuyn sn phm khng cn nhiu thnh
sn phm cn nhiu. iu ny c th thc hin c bng cch gn sn phm vi
nhng vn lin quan, nh thuc nh rng P/S c gn vi tc dng chng su rng.
Hay sn phm c th c gn lin vi mt tnh hung c nhn hu quan no , chng
hn nh bng cch qung co c ph vo bui sng sm khi ngi tiu dng mun r b
cn ngi ng. Hay qung co c th tm cch gi ln nhng cm xc mnh m v gi tr
c nhn hay lng t trng. Hay c th b sung thm mt tnh cht quan trng cho mt sn
phm t cn , chng hn nh b sung vitamin cho nc ung thng. Nhng chin
lc ny kh lm th cng lm cho ngi tiu dng hn t mc thp ln mc va
phi thi, chng khng th thc y ngi tiu dng n hnh vi mua sm c nhiu.
Hnh vi mua sm tm kim s a dng
Mt s tnh hung mua sm c c im l ngi tiu dng t , nhng cc nhn
hiu khc nhau rt nhiu. Trong trng hp ny, ta thng thy ngi tiu dng thay i
nhn hiu rt nhiu ln. Ly v d trng hp mua bnh bch quy. Ngi tiu dng c
nhng nim tin no , chn mt nhn hiu bch quy m khng cn cn nhc nhiu ri
khi tiu dng mi nh gi n. Nhng ln sau ngi tiu dng c th chn nhn hiu
khc mt cch v t hay mun kim mt hng v khc. Vic thay i nhn hiu ch l
tm kim s a dng ch khng phi v khng hi lng.
i vi loi sn phm ny, chin lc Marketing khc nhau i vi nhng nhn
hiu dn u th trng v nhng nhn hiu th yu. Ngi dn u th trng s c gng
khuyn khch hnh vi mua sm thng thng bng cch khng ch phn ln khng gian
trng by hng, khng xy ra trng hp ht hng d tr v bo tr vic qung co

nhc nh thng xuyn. Nhng cng ty thch thc th khuyn khch tm kim s a dng
bng cch cho gi thp hn, k kt hp ng, phiu tin thng, a mu hng min ph
v qung co trnh by nhng l do nn th nhng th mi.
Nghin cu qu trnh thng qua quyt nh mua sm
Nhng cng ty khn ngoan s nghin cu qu trnh thng qua quyt nh mua sm
i vi loi sn phm ca mnh. H s hi ngi tiu dng xem h lm quen vi loi
sn phm ny v cc nhn hiu t khi no, h c nim tin i vi nhn hiu no, h
n sn phm nh th no, h la chn nhn hiu ra sao v sau khi mua h hi lng nh
th no.
ng nhin l ngi tiu dng c nhng cch thc mua khc nhau i vi bt k
mt sn phm nht nh no. Khi mua mt my tnh c nhn, mt s ngi tiu dng s
dnh nhiu thi gian tm kim thng tin v so snh; mt s khc th i ngay n ca
hng my tnh v mua bt k mt nhn hiu no c gii thiu. Nh vy l c th phn
nhm ngi tiu dng theo cch mua sm, v d nhng ngi mua c cn nhc k v
ngi mua theo ngu hng. V cng c th p dng nhng chin lc Marketing khc
nhau i vi tng nhm .
Lm th no nhng ngi lm Marketing li c th nhn ra nhng giai on in
hnh trong qu trnh mua sm mt sn phm nht nh bt k no? H c th t suy xt
v hnh vi kh d ca bn thn mnh (phng php t suy xt). H c th phng vn mt
s t ngi mua sm hng, ngh h cho bit nhng iu g dn h n ch mua hng
(phng php hi tng). H c th xc nh nhng ngi tiu dng c nh mua sn
phm v ngh h ni ra nhng suy ngh ca mnh v nhng bc thc hin qu
trnh mua sm sp ti (phng php thm d). Hay h c th ngh ngi tiu dng m
t cch mua sn phm l tng (phng php m t). Mi phng php u cho ta mt
bc tranh v cc bc i trong qu trnh mua sm ca ngi tiu dng.
Nhng giai on ca qu trnh thng qua quyt nh mua sm
H.4-4 Gii thiu mt "m hnh giai on" ca qu trnh mua sm. Ngi tiu dng
tri qua nm giai on: thc vn , tm kim thng tin, nh gi cc phng n, quyt
nh mua v hnh vi hu mi. R rng l qu trnh mua sm bt u t lu trc khi
mua thc s v cn ko di rt lu sau khi mua.

H.4-4. M hnh nm giai on ca qu trnh mua sm

M hnh ny cha ng mt n l ngi tiu dng khi mua mt sn phm phi
tri qua tt c nm giai on. Song thc t khng phi nh vy, nht l trong nhng
trng hp mua nhng mt hng t cn tm. Ngi tiu dng c th b qua hay o li
mt s giai on. Chng hn nh mt ph n mua thng xuyn mt nhn hiu thuc
nh rng, i thng t nhu cu v thuc nh rng n quyt nh mua, b qua cc giai
on tm kim thng tin v nh gi. Tuy nhin ta vn s dng m hnh H.4-4, v n
bao qut c y nhng vn ny sinh khi mt ngi tiu dng ng trc mt
vic mua sm mi cn tm nhiu. Ta s li ly Linda minh ha v c gng tm hiu
xem b bt u quan tm n chuyn mua mt my tnh xch tay nh th no v
nhng giai on m b tri qua i n la chn cui cng.
thc nhu cu
Qu trnh mua sm bt u t khi ngi mua thc c vn hay nhu cu.
Ngi mua cm thy c s khc bit gia tnh trng thc t v tnh trng mong mun.
Nhu cu c th bt ngun t nhng tc nhn kch thch ni ti hay bn ngoi. Trong
trng hp u, mt trong nhng nhu cu thng thng ca con ngi, nh i, kht,
tnh dc, tng dn ln n mc ngng v tr thnh mt nim thi thc. Theo nhng kinh
nghim qu kh ngi bit cch gii quyt nim thi thc v ng c ca n s
hng vo lp i tng c kh nng tha mn c nim thi thc .
Nhu cu cng c th bt ngun t mt tc nhn kch thch bn ngoi. Mt ngi i
ngang qua mt ca hiu bnh m v hnh nh nhng chic bnh m va mi nng xong
kch thch lm cho ngi cm thy i. B ta ngm ngha chic xe mi ca ngi
hng xm hay xem mc qung co trn Ti vi v mt chuyn i ngh Hawai. Tt c
nhng tc nhn kch thch ny u c th gi ln mt vn hay nhu cu.
Ngi lm Marketing cn pht hin ra nhng hon cnh gi ln mt nhu cu c th.
Trong trng hp ca Linda c th tr li rng "ma bn rn" ca b ln n nh cao
hay b c n tng vi my tnh xch ta ca mt ngi ng nghip. Bng cch thu
thp thng tin t mt s ngi tiu dng, ngi lm Marketing c th xc nh c
nhng tc nhn kch thch thng gp nht lm ny sinh s quan tm n mt loi sn

phm no . Sau ngi lm Marketing c th hoch nh nhng chin lc

Marketing nhm gi ln s quan tm ca ngi tiu dng.
Tm kim thng tin
Ngi tiu dng c nhu cu s bt u tm kim thm thng tin. Ta c th phn ra
lm hai mc . Trng thi tm kim tng i va phi c gi l trng thi ch
nhiu hn. y Linda ch t ra nhy cm hn vi nhng thng tin v my tnh. B ch
n nhng qung co my tnh, nhng my tnh m bn b mua, v ni chuyn v
my tnh.
Linda cng c th tch cc lao vo tm kim thng tin. B tm c cc ti liu, gi in
thoi cho bn b, v tham gia vo cc hot ng khc tm hiu v my tnh. Vn b
s tm kim n mc no cn tu thuc vo cng ca nim thi thc ca b, s
lng thng tin b c ngay t u, kh nng d kim c nhng thng tin b sung,
mc b coi trng nhng thng tin b sung v mc tha mn vi kt qu tm kim
ca b. Thng thng, s lng hot ng tm kim ca ngi tiu dng s tng ln khi
h chuyn t tnh hung gii quyt n vn c mc sang tnh hung gii quyt vn
trit .
Mi quan tm then cht ca ngi lm Marketing l nhng ngun thng tin ch
yu m ngi tiu dng tm n v nh hng tng i ca tng ngun n quyt
nh mua sm tip sau. Cc ngun thng tin ca ngi tiu dng c chia thnh bn
nhm.
+ Ngun thng tin c nhn: Gia nh, bn b, hng xm, ngi quen.
+ Ngun thng tin thng mi: Qung co, nhn vin bn hng, i l, bao b, trin
lm.
+ Ngun thng tin cng cng: Cc phng tin thng tin i chng, cc t chc
nghin cu ngi tiu dng.
+ Ngun thng tin thc nghim: S m, nghin cu v s dng sn phm.
S lng tng i v nh hng ca nhng ngun thng tin ny thay i tu theo
loi sn phm v c im ca ngi mua. Ni chung, ngi tiu dng nhn c nhiu
thng tin nht v sn phm t nhng ngun thng tin thng mi, ngha l nhng ngun
thng tin m ngi lm Marketing khng ch. Mt khc, nhng ngun thng tin c nhn
li l nhng ngun c hiu qu nht. Mi ngun thng tin thc hin mt chc nng khc
nhau trong mt mc no v tc ng n quyt nh mua sm. Ngun thng tin

thng mi thng thc hin chc nng thng bo, cn ngun thng tin c nhn th thc
hin chc nng khng nh v/ hay nh gi. V d, cc bc s thng bit v nhng th
thuc mi qua cc ngun thng tin thng mi, nhng li i trao i vi cc bc s khc
c c nhng thng tin nh gi.
nh gi cc phng n
Ngi tiu dng x l thng tin v cc nhn hiu cnh tranh ri a ra phn quyt cui
cng v gi tr nh th no? Ha ra l khng c mt qu trnh nh gi n gin v duy
nht m tt c mi ngi tiu dng u s dng hay thm ch mt ngi tiu dng s
dng cho tt c cc tnh hung mua sm. C mt s qu trnh nh gi quyt nh. Nhng
m hnh thng dng nht ca qu trnh nh gi ca ngi tiu dng u nh hng theo
nhn thc, tc l cho rng khi hnh thnh nhng xt on v sn phm, ngi tiu dng
ch yu da trn c s thc v hp l.
Nhng khi nim c bn nht nh s gip ta hiu c qu trnh nh gi ca
ngi tiu dng. Ta thy ngi tiu dng c gng tha mn nhu cu ca mnh. H tm
kim trong gii php ca sn phm nhng ch li nht nh. Ngi tiu dng xem mi
sn phm nh mt tp hp cc thuc tnh vi nhng kh nng em li nhng ch li tm
kim v tha mn nhu cu khc nhau. Nhng tnh cht m ngi mua quan tm thay i
tu theo sn phm. V d nh:
+ My nh: nt ca hnh chp c, tc chp, kch thc my v gi
+ Khch sn: V tr, tnh trng v sinh, khng kh, gi c
+ Nc sc ming: Mu sc, cng hiu, kh nng st trng, gi, mi v.
+ V xe: An ton, tui th, ta lng, m bo chy xe m, gi
Ngi tiu dng khc nhau v cch h nhn nhn nhng tnh cht no ca sn phm
l quan trng hay ni bt. H s ch nhiu nht n nhng tnh cht s em li cho h
nhng ch li cn tm kim. i vi mt sn phm thng th trng c th c phn
khc theo nhng tnh cht c xem l quan trng nht i vi cc nhm ngi tiu dng
khc nhau.
Nhng tnh cht ni bt nht c th khng phi l nhng tnh cht quan trng nht.
Mt s tnh cht c th ni bt ln l v ngi tiu dng va mi xem mt qung co c
nhc ti chng. Hn na nhng tnh cht khng ni bt c th bao gm c nhng tnh
cht m ngi tiu dng qun mt, nhng khi c nhc n th li cng nhn l quan

trng. Nhng ngi lm Marketing cn quan tm nhiu hn n tm quan trng m

ngi tiu dng gn cho nhng tnh cht khc nhau.
Ngi tiu dng c khuynh hng xy dng cho mnh mt tp hp nhng nim tin
vo cc nhn hiu, khi mi nhn hiu c nh gi theo tng tnh cht. Nhng nim tin
vo nhn hiu to nn hnh nh v nhn hiu. Nim tin vo nhn hiu ca ngi tiu dng
s thay i theo kinh nghim ca h v tc ng ca nhn thc c chn lc, bp mo c
chn lc v ghi nh c chn lc.
Ngi ta cho rng i vi mi tnh cht ngi tiu dng c mt hm ch li. Hm
ch li m t mc hi lng ca ngi tiu dng vi sn phm bin thin nh th no
theo cc mc khc nhau ca tng tnh cht. V d, Linda c th s hi lng hn khi
my tnh c dung lng b nh ln hn, c kh nng v th, c km theo phn mm
v gi c h xung. Nu ta kt hp nhng mc ca cc tnh cht sao cho ch li t
cao nht, th s l chic my tnh l tng ca Linda. ch li mong i mt my tnh
thc t c bn trn th trng s thp hn ch li m mt my tnh l tng c th em
li.
Ngi tiu dng hnh thnh cc thi (nhn xt, a thch) i vi cc nhn hiu
qua mt quy trnh nh gi. Ngi ta pht hin thy rng ngi tiu dng p dng nhng
quy trnh nh gi khc nhau la chn nhng i tng nhiu tnh cht.
Hu ht ngi mua u xem xt mt s tnh cht, nhng xem chng c tm quan
trng khc nhau. Nu ta bit trong s tm quan trng m Linda gn cho bn tnh cht ,
th ta c th d on chc chn hn kt qu la chn ca b.
My tnh

Tnh cht
Dung lng b nh Kh nng v th C km theo phn mm

Gi

10

10

Bng 4-5. Nim tin vo nhn hiu ca ngi tiu dng i vi cc my tnh
Ch thch: Mi tnh cht c nh gi t 0 n 10, trong 10 l mc cao nht
ca tnh cht . Gi, tuy nhin, c nh ch s o ngc, 10 ng vi gi thp nht,
v ngi tiu dng thch gi thp hn l gi cao.

Gi s Linda dnh 40% tm quan trng cho dung lng b nh ca my tnh, 30%
cho kh nng v th, 20% cho iu kin c km theo phn mm, v 10% cho gi my
tnh. tm gi tr c nhn thc ca Linda i vi tng my tnh phi ly cc trng s
ca b nhn vi cc nim tin i vi tng my tnh. Kt qu ta s c nhng gi tr
c nhn thc nh sau:
My tnh A = 0,4(10) + 0,3(8) + 0,2(6) + 0,1(4) = 8,0
My tnh B = 0,4(8) + 0,3(9) + 0,2(8) + 0,1(3) = 7,8
My tnh C = 0,4(6) + 0,3(8) + 0,2(10) + 0,1(5) = 7,3
My tnh D = 0,4(4) + 0,3(3) + 0,2(7) + 0,1(8) = 4,7
Ta s d on rng Linda s thch my tnh A
M hnh ny gi l m hnh gi tr k vng ca vic la chn ca ngi tiu dng.
N l mt trong s m hnh c th m t cc phng n nh gi ca ngi tiu dng.
Gi s hu ht nhng ngi mua my tnh u hnh thnh nhng s thch ca mnh
trn c s s dng qu trnh xc nh gi tr k vng. Khi bit gi tr ny nh sn xut
my tnh c th lm mt s vic gy nh hng n cc quyt nh ca ngi mua. V
d ngi lm Marketing my tnh C c th vn dng nhng chin lc sau y tc
ng n nhng ngi nh Linda lm cho h quan tm hn n my nhn hiu C:
+ Ci bin my tnh: Ngi lm Marketing c th thit k li nhn hiu C sao cho
n c b nh ln hn hay c nhng c im khc m ngi mua mong mun.
+ Thay i nim tin v nhn : Ngi lm Marketing c th c gng thay i nim
tin ca ngi mua v th hng ca nhn hiu theo cc tnh cht then cht. Chin thut
ny c bit thch hp trong trng hp ngi mua nh gi qu thp cht lng ca
nhn hiu C. Khng nn p dng chin thut ny, nu ngi mua nh gi chnh xc nhn
hiu C. Nhng iu khng nh qu cng iu s dn n ch, lm cho ngi mua
khng hi lng v c ting n xu. Nhng thay i nim tin v nhn hiu c gi
l xc nh v tr v mt tm l.
+ Thay i nim tin v cc nhn hiu ca cc i th cnh tranh: Ngi lm
Marketing c th c gng thay i nim tin ca ngi mua v cch nh gi cc tnh cht
khc nhau ca nhng nhn hiu cnh tranh. iu ny s c ngha khi ngi mua tin

nhm rng nhn hiu ca i th cnh tranh c cht lng cao hn l trong thc t. Vic
ny gi l h uy th cnh tranh v thng hay c thc hin bng cch qung co so
snh.
+ Thay i trng s ca tm quan trng: Ngi lm Marketing c th c gng
thuyt phc ngi mua nh gi tm quan trng cao hn cho nhng tnh cht m nhn
ca mnh tri hn. Ngi lm Marketing nhn hiu C c th bm ly nhng ch li ca
vic la chn mt my tnh c km theo nhiu phn mm hn, v my tnh C tri hn v
tnh cht ny.
+ Thu ht s ch n nhng tnh cht b b qua: Ngi lm Marketing c th lm
cho ngi mua ch n nhng tnh cht b b qua. Nu nhn hiu C c ch to chc
chn hn, th ngi lm Marketing c th bm ly ch li ca tnh cht chc chn .
+ Thay i quan nim l tng ca ngi mua: Ngi lm Marketing c th c
gng thuyt phc ngi mua thay i nhng mc l tng ca mt hay nhiu tnh cht
i vi h. Ngi lm Marketing nhn hiu C c th c gng thuyt phc ngi mua rng
my tnh c b nh ln hay b hng hc v nn chn b nh c dung lng va phi.
Quyt nh mua hng
giai on nh gi, ngi tiu dng hnh thnh s thch i vi nhng nhn
hiu trong tp la chn. Ngi tiu dng cng c th hnh thnh nh mua nhn hiu a
thch nht. Tuy nhin cn hai yu t na c th xen vo gia nh mua v quyt nh
mua hng. Nhng yu t ny c th hin trong H.4-6.

H.4-6. Nhng bc t giai on nh gi cc phng n n giai on quyt nh

mua hng
Yu t th nht l thi ca nhng ngi khc. Gi s cc ng nghip gn gi
ca Linda tha thit ngh Linda mua my tnh r tin nht (D). Kt qu l "xc sut
mua" my tnh A ca Linda s b gim i i cht, cn xc sut mua my tnh D s tng
ln i cht. Mc m thi ca nhng ngi khc lm suy yu phng n u tin
ca mt ngi no ph thuc vo hai iu: (1) Mc mnh lit thi phn i
ca ngi khc i vi phng n u tin ca ngi tiu dng v (2) ng c ca ngi
tiu dng lm theo mong mun ca ngi khc. Thi phn i ca ngi khc cng
mnh v ngi khc cng gn gi vi ngi tiu dng th cng c nhiu kh nng ngi
tiu dng iu chnh nh mua hng ca mnh. Trng hp ngc li cng ng: Mc
a thch ca ngi mua i vi mt nhn hiu s tng ln nu c mt ngi no
c ngi a thch cng ng h nhn hiu ny. nh hng ca nhng ngi khc s
tr nn phc tp khi c mt vi ngi thn cn vi ngi mua c kin tri ngc nhau
v ngi mua li mun lm vui lng tt c nhng ngi .
nh mua hng cng chu nh hng ca nhng yu t tnh hung bt ng. Ngi
tiu dng hnh thnh nh mua hng trn c s nhng yu t nh (thu nhp d kin ca
gia nh, gi d kin v ch li d kin ca sn phm). Khi ngi tiu dng sp sa hnh
ng th nhng yu t tnh hung bt ng c th xut hin t ngt v lm thay i
nh mua hng. Linda c th b mt vic lm, c mt s th khc c th tr nn bc xc
hn, mt ngi bn c th bo cho bit l khng hi lng vi nhn hiu my tnh , hay

mt nhn vin bn hng ca ca hng c th tc ng xu n b. V vy nhng s thch

v thm ch c nhng nh mua hng cng khng phi l nhng du hiu hon ton tin
cy bo trc hnh vi mua hng.
Quyt nh ca ngi tiu dng thay i, hon hay hu b quyt nh mua hng
chu nh hng rt nhiu ri ro nhn thc c. Nhng mn hng t tin i hi phi
chp nhn ri ro mt mc no . Ngi tiu dng khng th gim chc c v kt
qu ca vic mua hng. iu ny gy ra s bn khon lo lng. Mc ri ro nhn thc
c thay i theo s tin b nguy him, mc khng chc chn ca cc tnh cht v
mc t tin ca ngi tiu dng. ngi tiu dng trin khai nhng bin php nht nh
gim bt ri ro, nh hu b quyt nh, thu thp thng tin t bn b, v nhng yu t
gy ra cm gic b ri ro ngi tiu dng, cung cp nhng thng tin v h tr lm
gim bt ri ro nhn thc c.
Hnh vi hu mi
Sau khi mua sn phm ngi tiu dng s cm thy hi lng hay khng hi lng mt
mc no . Ngi tiu dng cng s c nhng hnh ng sau khi mua v nhng cch
s dng sn phm ng cho ngi lm Marketing quan tm. Cng vic ca ngi lm
Marketing cha kt thc khi sn phm c mua, m cn tip tc c trong thi k sau
khi mua.
S hi lng sau khi mua. Sau khi mua mt sn phm ngi tiu dng c th pht
hin ra mt khuyt tt. C nhng ngi mua khng mun c sn phm khuyt tt, c
nhng ngi c thi bng quan vi khuyt tt v cng c nhng ngi c th cho
rng khuyt tt li tn thm gi tr ca sn phm. C nhng khuyt tt c th gy nguy
him cho ngi tiu dng. Nhng cng ty sn xut t, chi v dc phm phi thu
hi ngay bt k sn phm no c kh nng, d cc nh, gy thit hi cho ngi s dng.
Ci g quyt nh trng thi ngi mua rt hi lng hay khng hi lng vi mn
hng mua? Mc hi lng ca ngi mua l mt hm ca mc gn nhau gia
nhng k vng ca ngi mua sn phm v nhng tnh nng s dng nhn thc c
ca sn phm. Nu nhng tnh nng s dng ca sn phm khng tng xng vi nhng
k vng ca khch hng th ngi khch hng s khng hi lng. Nu n p ng
c nhng k vng th khch hng s hi lng. Nu n vt qu k vng th ngi
khch hng s rt hi lng. Nhng cm gic ny s dn n hai trng hp khc nhau,
hoc l khch hng s mua sn phm na v ni tt cho n, hoc l ni xu v sn
phm vi ngi khc.

Ngi tiu dng hnh thnh nhng k vng ca mnh trn c s nhng thng tin
nhn c t ngi bn, bn b v nhng ngun khc. Nu ngi bn qu phng i
nhng ch li, th ngi tiu dng s cm thy nhng k vng ca mnh khng c thc
hin v iu s dn n s khng hi lng.
L thuyt ny cho rng, ngi bn phi qung co sn phm ca mnh mt cch
trung thc v nhng tnh nng s dng chc chn ca n cho ngi mua s cm thy
hi lng. C nhng ngi bn, thm ch cn c th h thp mc ca nhng tnh nng
s dng, cho ngi tiu dng s cm thy hi lng cao hn mong i vi sn phm .
Ngi bn c th lm tng mc hi lng bng cch ha hn giao hng vo 4 gi chiu
ri trong thc t li giao hng vo lc 2 gi chiu, hn l ha hn giao hng vo 11 gi
sng, nhng ri mi n 12 gi vn cha giao c hng.
Festinger v Bramel tin chc rng cho d mn hng mua c c la chn k
cng nht th vn c mt s khng ng no sau khi mua:
Khi mt ngi la chn gia hai hay nhiu phng n th hu nh chc chn s c nhng
im bn khon hay khng ng , v ngi bit rng quyt nh m ngi thng
qua c nhng u im nht nh, nhng ng thi n cng c nhng nhc im no .
Hu nh sau mi quyt nh u c im khng ng v tip h chc chn s tm
cch gim bt s khng ng .
Nhng hnh ng sau khi mua. S hi lng hay khng hi lng ca ngi tiu dng vi
sn phm s nh hng n hnh vi tip theo. Nu ngi tiu dng hi lng th xc sut
ngi s mua sn phm y na s ln hn.
Nhng s liu v vic la chn nhn hiu t cho thy c mi tng quan cht ch gia
trng thi rt hi lng vi nhn hiu mi nht mua v nh s mua nhn hiu na,
V d 75% s ngi mua Toyota rt hi lng v gn 75% c nh s mua Toyota na,
35% s ngi mua xe Chevrolet na.
Ngi khch hng hi lng cng s c xu hng chia s nhng nhn xt tt v nhn
hiu vi nhng ngi khc. ng nh li nhng ngi lm Marketing vn thng
ni: "Khch hng hi lng l cch qung co tt nht ca chng ta".
Ngi tiu dng khng hi lng th phn ng khc nhau. Anh ta s c gng lm
gim bt mc khng ng v con ngi lun c gng "to nn mt s hi ha ni ti,
s nht qun hay s ph hp gia cc kin, s hiu bit v gi tr ca mnh". Nhng
ngi tiu dng khng ng s phn ng theo mt trong hai hng hnh ng. H c th
c gng lm gim bt mc khng ng bng cch vt b hay em tr li sn phm
hay h c th c gng tm kim nhng thng tin xc nhn gi tr cao ca n (hay b qua

nhng thng tin c th xc nhn gi tr thp ca n). Trong trng hp ca Linda th b

c th mang tr li my tnh hay c th tm kim nhng thng tin lm cho b cm thy
yn tm hn v my tnh .
Nhng ngi lm Marketing cn nm c y tt c nhng cch m ngi tiu
dng x l trng hp khng hi lng ca mnh. Nhng ngi tiu dng c th la chn
gia vic s c hay khng c bt k hnh ng no. Trong trng hp u h c th hnh
ng cng khai hay hnh ng ring l. Nhng hnh ng cng khai bao gm vic khiu
ni vi cng ty, n gp lut s, hay khiu ni vi nhng nhm khc c th gip ngi
mua c c s hi lng, nh doanh nghip, cc c quan t nhn hay Nh nc. Hay c
th, ngi mua ch thi khng mua sn phm na (chn cch ri b) hay bo ng cho
bn b (chn cch ni ra). Trong tt c cc trng hp ny ngi bn u b thit hi v
khng lm hi lng c khch hng.
Nhng ngi lm Marketing c th c nhng bin php nhm gim n mc ti
thiu s ngi tiu dng khng hi lng sau khi mua. Cc cng ty my tnh c th gi
n nhng ngi mi mua my tnh mt bc th chc mng h chn c mt my
tnh tt. H c th a ln qung co nhng ngi hi lng vi nhn hiu ca mnh. H
c th tha thit ngh khch hng gp ci tin v a ra danh sch nhng a im
bo m dch v. H c th vit nhng ti liu hng dn d hiu. H c th gi cho
nhng ngi mua mt tp ch c ng ti nhng bi vit v nhng ng dng mi ca
my tnh. Nhng thng tin sau khi mua cho ngi mua chng t l c tc dng lm
gim bt nhng trng hp tr li sn phm v hu n t hng40. Ngoi ra h c th
m bo nhng knh thun tin khch hng khiu ni v gii quyt nhanh chng
ni bt bnh ca khch hng. Ni chung cc cng ty cn m bo ti a nhng knh
khch hng trnh by khiu ni vi cng ty. Nhng cng ty khn ngoan u hoan nghnh
nhng thng tin phn hi ca khch hng v xem l mt cachs khng ngng ci
tin hng ha v kt qu hot ng ca mnh.
S dng v x l sau khi mua. Nhng ngi lm Marketing cng cn theo di xem
ngi mua s s dng v x l sn phm nh th no. Nu ngi tiu dng pht hin
ra nhng cng c mi ca sn phm, th ngi lm Marketing cn quan tm n chng,
bi v c th qung co nhng cng dng mi . Nu ngi tiu dng xp x sn phm
, th nh vy c ngha l sn phm khng thc s tha mn c h v nhng li
truyn ming s khng gay gt. Nu h bn hay em i sn phm , th mc tiu th
sn phm mi s b gim. Nu h vt b sn phm , th ngi lm Marketing cn bit
h x l n nh th no, nht l nu n c th nh hng xu n mi trng, (nh
cc trng hp v lon bia v t lt dng mt ln). Tm li, ngi lm Marketing cn

nghin cu tnh hnh s dng v x l sn phm bit c nhng vn v c hi c

th ny sinh.
Vic hiu c nhng nhu cu v qu trnh mua sm ca ngi tiu dng l ht sc
quan trng, c th hoch nh c nhng chin lc Marketing c hiu qu. Bng
cch tm hiu phng n, quyt nh mua v hnh vi sau khi mua, ngi lm Marketing
c th pht hin ra nhng cch lm th no p ng nhng nhu cu ca ngi mua.
Qua vic nm c nhng ngi lm tham gia qu trnh mua sm v nhng nh hng
ch yu n hnh vi mua sm ca h ngi lm Marketing c th thit k c nhng
chng trnh Marketing c hiu qu cho cc th trng mc tiu ca mnh.

H THNG THNG TIN MARKETING V NGHIN CU MARKETING

Thng tin Marketing l mt yu t cc k quan trng m bo Marketing c hiu
qu nh mt kt qu ca xu hng Marketing ton quc v quc t, chuyn t nhu cu
ca ngi mua sang mong mun ca ngi mua, v chuyn t cnh tranh bng gi c
sang cnh tranh phi gi c. Tt c cc cng ty u c mt h thng thng tin Marketing,
nhng nhng h thng ny khc nhau rt nhiu v mc tinh vi. Trong rt nhiu trng
hp thng tin khng c hay n chm hay khng th tin cy c. Ngy nay ngy cng
c nhiu cng ty ang c gng ci tin h thng thng tin Marketing ca mnh.
Mt h thng thng tin Marketing c thit k tt gm bn h thng con. H
thng con th nht l h thng ghi chp ni b m bo cung cp nhng s liu hin thi
v mc tiu th, chi ph, d tr, lu kim, v nhng ti khon phi thu v phi chi. H
thng con th hai l h thng tnh bo Marketing, cung cp cho nhng nh qun tr
Marketing nhng thng tin hng ngy v nhng din bin trong mi trng bn ngoi.
H thng th ba l nghin cu Marketing m bo thu thp nhng thng tin lin quan n
mt vn Marketing c th t ra trc cng ty. H thng th t l h thng h tr
quyt nh Marketing gm cc phng php thng k v cc m hnh quyt nh h
tr nhng nh qun tr Marketing thng qua cc quyt nh ng n hn.
Lm th no ban lnh o cng ty c th nm c nhng mong mun lun thay
i ca khch hng, nhng sng kin mi ca i th cnh tranh, cc knh phn phi
lun thay i, v...v.? Cu tr li r rng: Ban lnh o phi pht trin v qun tr thng
tin.

1. Khi nim v cc b phn cu thnh ca mt h thng thng tin Marketing.

Mi cng ty u phi t chc dng thng tin Marketing dn n nhng ngi qun tr
Marketing ca mnh. Cc cng ty ang nghin cu nhng nhu cu thng tin ca ngi
qun tr v thit k cc h thng thng tin Marketing ca mnh (MIS) p ng nhng
nhu cu . Ta nh ngha h thng thng tin Marketing nh sau:
H thng thng tin Marketing (MIS) bao gm con ngi, thit b v quy trnh thu
thp, phn loi, phn tch, nh gi v phn phi nhng thng tin cn thit, kp thi v
chnh xc cho nhng ngi son tho cc quyt nh Marketing.
Khi nim h thng thng tin Marketing c minh ha trong hnh H.2.1. tin
hnh phn tch lp k hoch, thc hin v kim tra, nhng nh qun tr Marketing cn
nhng thng tin v tnh hnh din bin ca mi trng Marketing. Vai tr ca MIS l xc
nh nhng nhu cu thng tin ca ngi qun tr, pht trin nhng thng tin cn thit v
phn phi thng tin kp thi cho nhng nh qun tr Marketing.
Thng tin cn thit c pht trin thng qua ghi chp ni b cng ty, hot ng
tnh bo Marketing, nghin cu Marketing v phn tch h tr quyt nh Marketing. By
gi ta s m t tng h thng con ch yu trong MIS ca cng ty.

Hnh 2.1: H thng thng tin Marketing

2. H thng ghi chp ni b
H thng thng tin c bn nht m nhng ngi qun l Marketing s dng l h
thng ghi chp ni b. Ni dung gm c nhng bo co v t t hng, tnh hnh tiu

th, gi c, mc d tr, nhng khon phi thu, nhng khon phi chi, v...v. Khi phn tch
nhng thng tin ny, nhng nh qun tr Marketing c th xc nh c nhng c hi v
vn quan trng.
Chu k t hng - chuyn tin
Tri tim ca h thng ghi chp ni b l chu k t hng - chuyn tin. Cc i din bn
hng, i l v khch hng gi n t hng cho cng ty. B phn t hng chun b ha
n v gi bn sao cho cc b phn khc nhau. Nhng mt hng trong kho ht s c
t lm. Hng gi i c km theo chng t gi hng v vn n. Nhng giy t ny cng
c sao thnh nhiu bn v gi cho cc b phn khc nhau.
Ngy nay cc cng ty cn thc hin nhanh chng v chnh xc ba bc ny. Khch
hng a thch nhng cng ty c th m bo giao hng kp thi. Cc i din bn hng
cn gi n t hng ca mnh vo mi bui ti, v c nhng trng hp phi gi ngay
lp tc. B phn thc hin n hng phi x l nhanh chng cc n hng . Kho phi
xut hng ngay khi c th. Cc chng t ha n cn c lp ngay tc th. Hin nay
nhng cng ty nng ng ang thc hin nhng chng trnh ci tin cht lng tng
hp nhm nng cao tc v chnh xc gii quyt cc cng vic gia cc b phn, v
nhiu bo co nng c cht lng ng k.
H thng bo co tnh hnh tiu th
Nhng ngi qun l Marketing cn c nhng bo co cp nht v tnh hnh tiu th hin
thi. Nhng cng ty hng tiu dng ng gi c th nhn c bo co tnh hnh bn l
hai thng mt ln. Cc cn b iu hnh ca cc cng ty c khong mi ngy cn nhn
c bo co v tnh hnh tiu th ca mnh. Song nhiu cn b iu hnh vn phn nn
l tnh hnh tiu th khng c bo co kp thi v cng ty.
Sau y l mt v d v mt cng ty thit k c nhng h thng bo co tnh
hnh tiu th nhanh v c tnh u vit: Cng ty Mead paper :
Cc i din bn hng ca Mead c th nhn c ngay lp tc nhng gii p cho
nhng cu hi cu khch hng v nhng loi giy hin c trong kho bng cch lin lc
vi trung tm my tnh ca Mead Paper. My tnh s xc nh xem loi giy ang c
kho no gn nht v khi no c th gi hng i. Nu trong kho khng cn th my tnh s
kim tra lng d tr cc kho ln cn cho n khi no tm c n. Nu khng c kho
no cn loi giy th my tnh s xc nh loi giy c th sn xut u v khi
no. Ngi i din bn hng s nhn c cu tr li trong vi giy ng h v nh vy
c li th hn cc i th cnh tranh.

Thit k mt h thng bo co theo yu cu ngi s dng

Khi thit k mt h thng thng tin tnh hnh tiu th tin tin, cng ty cn trnh mt s
im nguy him nht nh. Th nht, n c th to ra mt h thng cung cp qu nhiu
thng tin. Mi sng, khi n c quan nhng nh qun tr nhn c rt nhiu s liu
thng k v tnh hnh tiu th m h s hoc l cho qua hoc l phi mt qu nhiu thi
gian c. Th hai, n c th to ra mt h thng cung cp nhng thng tin qu mi
m! Nhng nh qun tr c th c nhng phn ng qu mc cn thit i vi nhng bin
ng lt vt ca tnh hnh tiu th.
H thng thng tin Marketing ca cng ty phi cung cp y tt c nhng g m
nhng nh qun tr ngh rng h cn, nhng g m nhng nh qun tr thc s cn v
nhng g m c th thc hin c v mt kinh t. Mt bc hu ch l ch nh ra mt
ban ph trch h thng thng tin Marketing ni b hi kin tt c cc cn b iu
hnh Marketing, nh nhng ngi qun l sn phm, nhng nh qun tr tiu th, cc i
din bn hng, v...v pht hin nhng nhu cu thng tin ca h.
Mt s cu hi c ch c nu trong Bng 2-1. Ban ph trch MIS mun ch
c bit n nhng mong mun thit tha v nhng iu phn nn. ng thi, ban ph
trch cng tnh n mt s yu cu thng tin mt cch tnh to. Ban ph trch cn phi
tin hnh mt bc na l xc nh xem nhng nh qun tr cn bit nhng g c
kh nng thng qua cc quyt nh thuc phm vi trch nhim. V d, nhng nh qun tr
nhn hiu cn bit nhng g xc nh quy m ca ngn sch qung co? H cn bit
mc bo ha ca th trng, mc gim st doanh s bn khi khng c qung co,
v cc d kin chi ph ca cc i th cnh tranh. H thng thng tin phi c thit k
lm sao m bo cung cp nhng s liu cn thit thng qua tng quyt nh
Marketing ch cht.
Bng 2.1. Bng cu hi xc nh nhng nhu cu thng tin marketing
1.
2.

Nhng kiu quyt nh no m bn phi thng xuyn thng qua?

Nhng kiu thng tin no bn cn thng qua nhng quyt nh

?
3.
Bn thng nhn c nhng kiu thng tin no?
4.
Bn yu cu nh k phi nghin cu nhng vn g?
5.
Nhng kiu thng tin no m bn mun nhng hin nay vn khng
nhn c.
6.
Hng ngy bn mun c nhng thng tin g? (tun, thng....)
7.
Nhng tp ch v thng bo thng mi no bn thich c v c
gi n cho bn thng xuyn?

8.
9.

Nhng chuyn no bn mun c thng tin thng xuyn?

Nhng kiu chng trnh phn tch s liu no bn mun c v c

sn?
10.
Theo kin ca bn th trong h thng thng tin marketing hin
nay bn ci tin b ch nht c th lm c l g?
3. H thng tnh bo Marketing
Trong khi h thng ghi chp ni b cung cp nhng s liu v cc kt qu, th h thng
tnh bo Marketing li cung cp nhng s liu v tnh hnh ang din ra. Ta nh ngha h
thng tnh bo Marketing nh sau:
H thng tnh bo Marketing l mt tp nhng th tc v ngun m nhng nh
qun tr s dng nhn c nhng thng tin hng ngy v nhng din bin cn bit
trong mi trng Marketing.
Nhng nh qun tr nghin cu mi trng theo bn cch:
+ Xem xt khng c ch ch: Tip xc chung vi nhng thng tin m nh qun tr
khng c mc ch r rng trong u.
+ Xem xt c ch ch: Tip xc c nh hng, khng cn phi tm kim nhiu,
vi lnh vc hay kiu thng tin t nhiu c xc nh r rng.
+ Tm kim khng chnh thc: Mt n lc tng i hn ch v khng nh trc
c c mt thng tin xc nh hay mt thng tin phc v cho mt mc ch xc nh.
+ Tm kim chnh thc: Mt n lc c cn nhc, thng l tip sau mt k hoch,
mt th tc hay mt phng php xy dng trc, c c mt thng tin nht nh.
Nhng nh qun tr Marketing tin hnh cng tc tnh bo Marketing ch yu qua
vic t c sch, bo v cc n phm thng mi, t khch hng, nhng ngi cung ng,
nhng ngi phn phi v nhng ngi khc bn ngoi, cng nh ni chuyn vi
nhng nh qun tr khc v nhn vin trong cng ty. Song h thng ny vn mang tnh
cht tu tin v nhng thng tin c gi tr c th b tht lc hay n qu mun. Nhng nh
qun tr c th nhn thc ra mt hnh ng ca i th cnh tranh, mt nhu cu ca
khch hng mi hay mt vn ca i l qu mun nn khng th p ng tt nht
c.

Nhng cng ty kinh doanh gii tin hnh thm mt s bc na nhm nng cao
cht lng v s lng ca cng tc tnh bo Marketing.
Th nht, h hun luyn v ng vin lc lng bn hng pht hin v bo co
nhng din bin mi. Cc i din bn hng l "tai mt" ca cng ty. Cng v cng tc
ca h rt thun li cho vic thu lm nhng thng tin m cc phng tin khc b
st. Song v qu bn nn thng khng cung cp c nhng thng tin quan trng. Cng
ty phi xc nh cho lc lng bn hng cn c pht nhng mu bo co in sn d
dng in thng tin vo. Cc i din bn hng cn phi bit nhng kiu thng tin no th
gi cho cn b qun tr no
Th hai, cng ty ng vin nhng ngi phn phi, nhng ngi bn l v nhng
ngi trung gian khc cung cp nhng tin tc tnh bo quan trng.
Mt s cng ty c ra nhng chuyn vin thu thp thng tin tnh bo
Marketing. H cho ngi ng gi ngi i mua sm theo di vic trnh din hng
cc i l v chi nhnh ca mnh. H tm hiu cc i th cnh tranh thng qua vic mua
cc sn phm ca cc i th, d khai trng cc ca hng v cc cuc trin lm thng
mi, c cc t liu c cng b ca cc i th cnh tranh, d cc hi ngh c ng
ca h, ni chuyn vi nhng cng nhn vin c v nhng cng nhn vin ang lm vic
cho h, cc i l, nhng ngi phn phi, nhng ngi cung ng v cc i l vn ti
ca h, su tm cc qung co ca cc i th cnh tranh, v c cc tp ch, bo nh
Din n doanh nghip, Thi bo kinh t Vit Nam, Marketing.... v cc bo co khc
ca cc hip hi ngnh ngh.
Th ba, cng ty mua thng tin ca nhng ngi cung cp bn ngoi, nh cc
cng ty nghin cu th trng, ca A C. Nielsen Company v Information Resources, Inc.
Nhng cng ty nghin cu ny c th thu thp nhng s liu iu tra nghin cu v ca
hng v ngi tiu dng vi chi ph r hn nhiu so vi trng hp tng cng ty t lm
ly.
Th t, mt s cng ty thnh lp mt trung tm thng tin Marketing ni b
thu thp v cung cp tin tc tnh bo Marketing. i ng ny nghin cu nhng n phm
ch yu v nhng bn tin hu quan ri bin son mt bn tin cung cp cho nhng nh
qun tr Marketing. H thu thp v lu tr nhng thng tin hu quan v gip nhng nh
qun tr trong vic nh gi nhng thng tin mi. Nhng dch v ny nng cao ng
k cht lng thng tin cung cp cho nhng nh qun tr Marketing.
4. H thng nghin cu Marketing

Nhng nh qun tr thng t chc nghin cu cc vn c th phc v mc tiu

chin lc ca mnh. H cng c th cn iu tra nghin cu th trng, th nghim mc
a thch sn phm, d bo mc tiu th theo vng hay nghin cu hiu qu qung co.
Nhng nh qun tr thng khng c nghim v hay thi gian thu thp nhng thng
tin . H cn t nghin cu Marketing chnh thc. Chng ta nh ngha nghin cu
Marketing nh sau:
Nghin cu Marketing l thit k c h thng, thu thp, phn tch v thng bo
nhng s liu v kt qu tm c v mt tnh hung Marketing c th m cng ty ang
gp phi.
Nhng ngun cung ng nghin cu Marketing
Mt cng ty c th xc tin nghin cu Marketing theo mt s cch. Nhng cng ty nh
c th thu sinh vin hay gio s ca mt trng i hc ti a phng thit k v thc
hin n, hay h c th thu mt cng ty nghin cu Marketing ring cho mnh. Nh
qun tr nghin cu Marketing thng lm vic di quyn ph ch tch ph trch
Marketing v l ngi ch o qun l nghin cu, c vn ca cng ty v ngi bo cha.
V d: Procter & Gamble c ra nhng ngi nghin cu Marketing cho tng chi
nhnh kinh doanh sn phm tin hnh nghin cu v nhng nhn hiu hin c. C hai
nhm nghin cu ring bit, mt nhm chu trch nhim nghin cu qung co chung ca
cng ty, cn nhm kia th chu trch nhim th nghim ngoi th trng. Trong bin ch
ca mi nhm c nhng nh qun tr nghin cu Marketing, nhng chuyn gia h tr
(nhng ngi thit k chng trnh iu tra, nhng ngi thng k, nhng ngi nghin
cu hnh vi), i din lu ng tin hnh v gim st vic phng vn. Mi nm
Procter Gamble ving thm hn mt triu ngi c lin quan n khong 1.000 n
nghin cu.
Cc cng ty thng cp kinh ph cho cng tc nghin cu Marketing trong khong
t 1 n 2% doanh s bn ca cng ty. Khong t 50% n 80% s tin ny do b phn
nghin cu Marketing trc tip chi, s cn li c s dng mua nhng dch v ca
cc cng ty nghin cu Marketing bn ngoi.
Phm vi nghin cu Marketing
Nhng ngi nghin cu Marketing pht trin vng chc cc hot ng v
phng php ca mnh. Phm vi nghin cu ca marketing bao gm t sn phm, nh
gi, phn phi, khuyn mi cho n cc hnh vi mua sm ca khch hng. Nhng hot
ng ny c hng li nhiu ca nhng phng php ngy cng hon ho. Nhiu

phng php nghin cu, nh xy dng cc phiu cu hi v chn mu a bn, xut

hin ngay t bui u v c nhng ngi nghin cu Marketing ng dng nhanh v
rng ri. Nhng phng php khc, nh nghin cu ng c v cc phng php ton
hc, gp nhiu tr ngi hn, v gy ra nhng cuc tranh ci ko di v si ni trong
gii hot ng thc tin v ch li thc t ca chng. Song chng cng c chp nhn l
nhng phng php nghin cu Marketing.
Qu trnh nghin cu Marketing
Nghin cu Marketing c hiu qu gm nm bc c th hin trong H.2.2. Ta s minh
ha nm bc ny thng qua tnh hung ca cng ty American Airlines.
Cng ty American Airlines khng ngng tm kim nhng cch mi phc v
hnh khch i my bay. Mt cn b qun l ny ra tng cung ng dch v in thoi
cho khch hng. Cc cn b qun l khch rt hng th vi tng v u nht tr
rng cn phi nghin cu tip. Nh qun tr Marketing tnh nguyn tin hnh nghin cu
s b. ng ta lin h vi mt cng ty vin thng ln tm hiu xem vic m bo dch
v trn cc chuyn bay xuyn lc a ca B-747 tn mt bao nhiu tin. Cng ty vin
thng cho bit rng thit b ny i hi hng hng khng phi chi khong 1.000 USD cho
mi chuyn bay. Hng hng khng c th ha vn nu tnh gi 25 USD mt ln gi in
v t nht c 40 hnh khch gi in trong mi chuyn bay. Sau nh qun tr
Marketing yu cu ngi qun tr nghin cu Marketing ca cng ty tm hiu xem
hnh khch i my bay s hng ng dch v ny nh th no.

H.2.2. Qu trnh nghin cu Marketing

Xc nh vn v mc tiu nghin cu
Bc u tin i hi nh qun tr Marketing v ngi nghin cu Marketing phi xc
nh vn mt cch thn trng v thng nht vi nhau v mc tiu nghin cu. Tc ng
xa c cu "Xc nh r c vn l gii quyt c mt na".
Ban lnh o phi dn dt trnh xc nh vn qu rng hay qu hp. Nu nh
qun tr Marketing bo ngi nghin cu Marketing "Hy tm hiu mi th m anh c th

lm c v nhng nhu cu ca hnh khch i my bay" th nh qun tr s nhn c

nhiu thng tin khng cn thit. Mt khc, nu nh qun tr Marketing yu cu "Hy tm
hiu xem liu c s hnh khch trn cc chuyn bay B-747 sn sng tr 25 USD mt
cuc gi in m bo American Airlines ha vn khi cung ng dch v ny", th cch
nhn nhn vn nh vy li qu hp. Ngi nghin cu Marketing c th nu vn :
"Ti sao mt ln gi in phi tr 25 USD? Ti sao American Airlines li cn phi m
bo ha vn trong vic cung ng dch v ny? V dch v mi c th thu ht thm
hnh khch mi cho hng ngay c trong trng hp h khng gi in s ln
yu cu th hng vn kim c tin nh vo s v bn c thm".
Khi tip tc xem xt vn , cc cn b qun l pht hin ra mt vn mi.
Nu dch v mi ny thnh cng th bao lu sau cc hng hng khng khc s bt chc
mnh? Trong lch s cnh tranh Marketing ca ngnh hng khng c qu nhiu v d
v trng hp cc dch v mi c cc i th cnh tranh bt chc rt nhanh n
mc l khng c hng hng khng no ginh c li th cnh tranh ln. Vic i u
quan trng n mc no v c th duy tr c v tr i u trong bao lu?
Nh qun tr Marketing v ngi nghin cu Marketing nht tr xc nh vn
nh sau: "Vic cung ng dch v in thoi trong khi bay c to c mc a thch v
li nhun tng thm cho American Airlines b p li chi ph ca mnh vi mc
tha ng so vi nhng kh nng u t khc m hng c th thc hin? Sau h thng
nht vi nhau v nhng mc tiu nghin cu c th nh sau:
1. Nhng l do ch yu no hnh khch phi gi in thoi trong khi bay?
2.
Nhng loi hnh khch no c nhiu kh nng gi in thoi nht?
3.
C bao nhiu hnh khch c th gi in vi mc gi nh khc
nhau?
4.
American Airlines c th c thm bao nhiu hnh khch do c dch
v mi ny?
5.
Dch v ny s ci thin c hnh nh ca American Airlines
trong thi gian bao lu?
6.
Dch v in thoi c tm quan trng nh th no so vi nhng
yu t khc, nh lch bay, cht lng ba n v cch thc gii quyt hnh l?
Xy dng k hoch nghin cu
Giai on th hai ca cng tc nghin cu Marketing i hi phi xy dng mt k hoch
c hiu qu nht thu thp nhng thng tin cn thit. Nh qun tr Marketing khng th
ni vi ngi nghin cu Marketing mt cch n gin l "Hy tm mt s hnh khch
v hi h xem h c s dng in thoi trong khi bay khng, nu c dch v ". Ngi

nghin cu Marketing c k nng thit k phng php nghin cu. Nh qun tr

Marketing cn c trnh hiu bit v nghin cu Marketing c th nh gi k
hoch nghin cu v nhng kt qu thu c.
Nh qun tr Marketing cn bit yu cu kinh ph ca k hoch nghin cu trc
khi thng qua n. Gi s cng ty nh gi vic tung ra dch v in thoi trong khi bay
m khng nghin cu Marketing s em li li nhun lu di l 50.000 USD. Nh qun
tr tin chc rng vic nghin cu s a n mt k hoch khuyn mi hon ho hn v
li nhun lu di l 90.000 USD. Trong trng hp ny, nh qun tr phi sn sng chi ti
40.000 USD cho vic nghin cu . Nu vic nghin cu tn hn 40.000 USD th khng
ng tin hnh.
Vic thit k mt k hoch nghin cu i hi phi quyt nh v ngun s liu,
phng php nghin cu, cng c nghin cu, k hoch ly mu v phng php tip
xc.
Ngun s liu. K hoch nghin cu c th i hi phi thu thp nhng s liu th
cp, nhng s liu s cp hay c hai loi. S liu th cp bao gm nhng thng tin c
trong mt ti liu no , c thu thp cho mt mc ch khc. S liu s cp bao
gm nhng thng tin gc c thu thp cho mc ch nht nh.
- S liu th cp. Nhng ngi nghin cu thng bt u iu tra t vic xem xt
c s liu th cp xem vn ca mnh c th gii quyt mt phn hay ton b m
khng phi tn km thu thp nhng s liu s cp khng.
S liu th cp l im xut pht nghin cu v c u im l tn km v c
sn. Mt khc, nhng s liu m ngi nghin cu cn li c th khng c, hay c, nhng
li thi, khng chnh xc, khng hon chnh, hay khng tin cy.
- S liu s cp bao gm nhng thng tin gc c thu thp cho mc ch nht
nh. Hu ht cc n nghin cu u i hi phi thu thp s liu s cp. Phng php
bnh thng l phng vn trc tip tng ngi hay nhm ngi c c nim s b
v cm ngh ca mi ngi v my bay v dch v ri sau pht trin mt cng c
nghin cu chnh thc, loi b nhng sai st ca n ri a ra p dng trong thc t.
Phng php nghin cu.
Nhng s liu s cp c th thu thp theo bn cch: Quan st, nhm tp trung, iu tra v
thc nghim.

- Nghin cu quan st: Nhng s liu mi c th thu thp bng cch quan st cc
nhn vt v khung cnh tng ng. Nhng ngi nghin cu ca American Airlines i
lang thang khp cc sn bay, vn phng hng hng khng v cng ty du lch nghe
ngng khch hng du lch ni chuyn vi nhau v cc hng hng khng khc nhau.
Nhng ngi nghin cu c th i cc my bay ca hng American Airlines v cc i
th cnh tranh quan st cht lng dch v trn chuyn bay . Nhng nghin cu thm
d ny c th gi mt s gi thit b ch v khch du lch la chn cc hng hng
khng.
- Nghin cu nhm tp trung: Nhm tp trung l mt cuc hp mt ca t su n
mi ngi c mi n trong mt vi gi cng vi mt ngi ch tr khn kho
trao i vi nhau v sn phm, dch v, t chc hay mt thc t Marketing khc. Ngi
ch tr cn c thi khch quan, hiu bit vn v hiu bit nhng ng thi ca nhm
v hnh vi ca ngi tiu dng.
V d ti American Airlines ngi ch tr cuc hp c th m u bng mt cu hi
chung chng hn nh "Bn cm thy nh th no v chuyn i du lch bng my bay?"
Sau cc cu hi s chuyn dn sang nhng vn mi ngi nhn nhn nh th no v
cc hng hng khng khc nhau, cc dch v khc nhau v dch v in thoi trong khi
bay.
- Nghin cu iu tra. Nghin cu iu tra nm gia mt bn l nghin cu quan
st v nhm tp trung v mt bn l nghin cu thc nghim. Quan st v nhm tp trung
thch hp nht vi nghin cu thm d, cn nghin cu iu tra li thch hp nht vi
nghin cu m t, v thc nghim th thch hp nht vi nghin cu nguyn nhn. Cc
cng ty tin hnh iu tra nm c trnh hiu bit, nim tin, s thch, mc tha
mn v...v ca cng chng v lng nh cc i lng ny trong nhn dn. V vy nhng
ngi nghin cu ca American Airlines c th mun iu tra xem c bao nhiu ngi
bit v hng, a thch hng, v...v. Ta s ni nhiu hn v nghin cu iu tra khi trnh by
cc cng c nghin cu, k hoch ly mu v cc phng php tip xc.
- Nghin cu thc nghim. Nghin cu c gi tr khoa hc cao nht l nghin cu
thc nghim. Nghin cu thc nghim i hi phi tuyn chn cc nhm i tng tng
xng, x l cc nhm theo nhng cch khc nhau, khng ch cc bin ngoi lai, v
kim tra xem nhng sai lch trong cc kt qu quan st c c ngha thng k khng.
Trong trng hp cc yu t ngoi lai b loi tr hay khng ch, th khi x l theo nhng
cch khc nhau u c th thu c cng nhng kt qu quan st. Mc ch ca nghin

cu thc nghim l nm c quan h nhn qu bng cch loi tr nhng cch gii thch
khc nhau v cc kt qu quan st c.
V d, American Airlines c th t chc dch v in thoi trong khi bay trn mt
trong nhng chuyn bay thng xuyn t New York n Los Angeles vi gi 25 USD
mt ln gi. Ngy hm sau trn chuyn bay hng thng bo c dch v ny, nhng vi
gi 15 USD mt ln gi. Nu my bay chuyn ch s lng v loi hnh khch nh
nhau trn mi chuyn bay, v cc ngy trong tun khng c g khc nhau, th mi chnh
lch ln v s ln gi c th xem l do gi c. Th nghim c th pht trin tip bng cch
p dng th nhng gi khc na, lp li cng mt gi trn mt s chuyn bay, b sung
thm nhng tuyn khc vo th nghim.
Cng c nghin cu.
Nhng ngi nghin cu Marketing c th la chn mt trong hai cng c nghin
cu chnh thu thp nhng s liu ban u: Phiu cu hi v cc cng c h tr.
Phiu cu hi. Phiu cu hi l cng c ph bin nht thu thp nhng s liu ban
u. Phiu cu hi l mt bn lit k nhng cu hi cho ngi nhn phiu tr li
chng. Phiu cu hi rt linh hot v c th s dng mi cch nu ra cc cu hi. Phiu
cu hi cn c son tho mt cch thn trng, th nghim v loi tr nhng sai st
trc khi a ra p dng i tr. Thng thng c th pht hin c ngay nhng sai st
trong nhng phiu cu hi c chun b mt cch thiu suy ngh.
Hnh thc ca cu hi c th nh hng n cch tr li. Nhng ngi nghin cu
Marketing phn bit ra cu hi c tr li sn v cu hi ng. Nhng cu hi c tr li
sn l nhng cu hi c km theo nhng phng n tr li c th c v ngi c hi
ch cn la chn mt trong nhng cu hi c tr li sn.
Cu hi ng l nhng cu hi cho ngi c hi tr li bng nhng li l
ca mnh. Nhng cu hi ny c nhiu hnh thc khc nhau. Ni chung cc cu hi
ng thng c kh nng khm ph nhiu hn v ngi tr li khng b hn ch trong cc
cu tr li ca mnh. Nhng cu hi ng c bit c ch trong giai on nghin cu
thm d, khi ngi nghin cu ang mun tm hiu su hn nhng suy ngh ca cng
chng ch khng phi l lng nh xem c bao nhiu ngi suy ngh theo mt cch nht
nh no .

Cn thn trng trong cch s dng t ng ca cu hi. Ngi nghin cu phi s

dng nhng ngn t n gin, trc tip, khng thin lch. Cc cu hi cn c th
nghim trc vi mt mu nhng ngi tr li, trc khi em ra s dng.
Cng cn thn trng trong vic xp sp th t cc cu hi. Cu u tin cn c
gng to ra c hng th. Nhng cu hi kh hay ring t nn xung cui phiu cu
hi lm sao cho nhng ngi tr li khng cm thy cn phi d dt.
K hoch ly mu.
Ngi nghin cu Marketing phi thit k k hoch ly mu v lm vic ny cn
thng qua ba quyt nh sau:
1. n v mu: Quyt nh ny tr li cu hi: Ai l i tng iu tra? Ngi
nghin cu Marketing phi xc nh cng chng mc tiu s c chn lm mu .
Trong trng hp iu tra v hng American Airlines thi n v mu s l hnh
khch i cng tc, hnh khch i ngh, hay c hai loi? C phng vn nhng hnh
khch di 21 tui khng? C phng vn c hai v chng khng? Mt khi xc
nh c n v mu th phi xy dng khung ly mu lm sao mi ngi
trong s cng chng mc tiu u c kh nng ngang nhau hay bit c
chn lm mu.
2.
Quy m mu: Quyt nh ny tr li cu hi: Cn iu tra bao
nhiu ngi? Cc mu ln cho kt qu ng tin cy hn so vi mu nh. Tuy
nhin khng nht thit phi ly ton b hay mt phn ln s cng chng mc tiu
lm mu th mi c c nhng kt qu tin cy. Nhng mu di 1% s cng
chng thng cho kt qu kh tin cy, min l quy trnh ly mu c th tin cy
c.
3.
Quy trnh ly mu: Quyt nh ny tr li cu hi: Phi chn la
nhng ngi tr li nh th no? c c mt mu c tnh i din, phi ly
mu xc sut trong cng chng. Vic ly mu xc sut cho php tnh ton nhng
gii hn tin cy cho sai s ly mu. Ba kiu ly mu xc sut bao gm: mu n
ngu nhin, mu phn lp ngu nhin v mu theo nhm (khu vc). Khi chi ph
v thi gian cn thit ly mu xc sut qu ln, th ngi nghin cu
Marketing s ly mu khng xc sut. Mu khng xc sut bao gm: mu thun
tin, mu phn on v mu theo nhm. Mt s ngi nghin cu Marketing cm
thy rng trong nhiu trng hp, ngay c khi sai s ly mu khng th o c,
cc mu khng xc sut c th rt hu ch.
Phng php tip xc.

Vn ny gii p cu hi: Phi tip xc vi i tng nh th no? C th chn cch

phng vn bng th, in thoi hay trc tip.
Phiu cu hi gi qua bu in l cch tt nht tip cn vi nhng c nhn
khng chp nhn phng vn trc tip hay ni dung tr li ca h c th b ngi phng
vn lm thin v hay sai lch i. Song phiu cu hi gi qua bu in i hi nhng cu
hi phi n gin, r rng, v vic nhn c phiu tr li thng t t l thp v/ hay
chm.
Phng vn qua in thoi l phng php tt nht thu thp thng tin nhanh
chng v ngi phng vn cng c kh nng gii thch r thm cc cu hi nu ngi
c phng vn khng hiu. T l tr li thng cao hn so vi trng hp gi phiu cu
hi qua bu in. Hai nhc im chnh l ch c th phng vn c nhng ngi c
in thoi, v cuc phng vn phi ngn gn cng nh khng qu i su vo chuyn
ring t.
Phng vn trc tip l phng php linh hot nht trong s ba phng php. Ngi
phng vn c th a ra nhiu cu hi hn v c th ghi li nhng iu quan st thm
c v ngi tr li, chng hn nh cch n mc v vc dng. Phng vn trc tip l
phng php t tin nht v i hi phi c k hoch qun l cng gim st k hn. N
cng c th b ngi phng vn lm thin lch hay mo m kt qu tr li.
Phng vn trc tip c hai dng, phng vn c tha thun trc v phng vn chn
ng. Trong trng hp phng vn c tha thun trc, nhng ngi tr li c la
chn mt cch ngu nhin ri sau gi in hay n tn nh hoc c quan xin phng
vn. Thng c tr mt s tin nh hay c qu tng cho ngi tr li v mt thi gian.
Phng vn chn ng l chn nhng ngi bt gp mt khu thng mi hay mt gc
ph ng ngi xin phng vn. Phng vn chn ng c nhc im ca mu s l
mu khng xc sut v cuc phng vn phi rt ngn gn.
Thu thp thng tin
By gi ngi nghin cu phi thu thp s liu. Giai an ny ni chung l tn km nht
v c nhiu nguy c phm sai st nht. Trong trng hp iu tra c bn vn chnh
pht sinh. Mt s ngi tr li khng nh v phi lin h li hay thay i a im. Mt
s ngi tr li t chi hp tc. Mt s ngi tr li thin lch hay khng trung thc.
Cui cng i khi nhng ngi i phng vn thin v hay khng trung thc.
Trong trng hp nghin cu thc nghim ngi nghin cu phi m bo cc
nhm th nghim v i chng tng ng vi nhau, khng s c mt ca mnh nh

hng n nhng ngi tham gia, i x theo mt cch thng nht v khng ch nhng
yu t ngoi li.
Nh c cc my tnh hin i v h thng vin thng cc phng php thu thp s
liu c ci tin nhanh chng. Mt s cng ty nghin cu thc hin phng vn t
mt c s trung tm. Nhng ngi phng vn ngi trong phng in thoi v chn s
in thoi mt cch ngu nhin mt ni no trong c nc. Khi c gi c tip
nhn ngi phng vn a ra mt s cu hi c c trn mn hnh. Ngi phng vn
nhp cc cu tr li ca ngi c phng vn vo my tnh. Cch lm ny loi b c
cc vic son tho v m ha, gim bt c s li, tit kim thi gian v cho tt c
nhng s liu thng k cn thit.
Phn tch thng tin
Bc tip theo trong qu trnh nghin cu Marketing l rt ra t nhng s liu
nhng kt qu thch hp. Ngi nghin cu tin hnh bng ha cc s liu ri dng cc
phn b tn sut mt chiu v hai chiu. Ly trung bnh v tnh phn tn cho nhng
bin chnh. Ngi nghin cu cng p dng mt s phng php thng k v m hnh ra
quyt nh tin tin vi hy vng pht hin thm c nhng kt qu ph.
Trnh by cc kt qu thu c
Ngi nghin cu phi c gng khng ban lnh o chm nhp trong hng ng s
liu v nhng phng php thng k k l, v nh vy h s tht lc chng. Ngi
nghin cu phi trnh by nhng kt qu ch yu thu c lin quan n nhng quyt
nh Marketing quan trng m ban lnh o ang phi thng qua. Cng trnh nghin cu
s c ch khi n lm gim bt thi do d ca ban lnh o trc vic quyt nh mt
chuyn hng ng.
Gi s nhng kt qu iu tra ch yu i vi nhng trng hp ca American
Airlines cho thy rng:
1. Nhng l do ch yu s dng dch v in thoi trong khi bay l nhng trng
hp khn cp, nhng giao dch kinh doanh gp, c s nhm ln v thi gian bay,
v...v. Rt him c trng hp gi in thoi git th gi. Hu ht cc cuc gi
l ca nhng ngi i cng tc v c thanh ton bng tin c quan.
2.
C mi 200 hnh khch th c khong 5 ngi gi in thoi trong
khi bay vi gi 25 USD mt ln gi v khong 12 ngi gi khi gi mi cuc gi
l 15 USD. Nh vy l khi tnh gi 15 USD doanh thu s ln hn (12 x 15 USD =
180 USD) so vi trng hp tnh gi 25 USD (5 x 25 USD = 125 USD). D th i
na th vn cn thp hn rt nhiu so vi mc ha vn l 1.000 USD.

3.
Vic khuch trng dch v in thoi trong khi bay thu ht
thm cho American Airlines khong hai hnh khch trn mi chuyn bay. Thu
nhp rng t hai hnh khch tng thm ny s bng khong 620 USD, v vn
cha p ng c yu cu ha vn.
4.
Vic cung ng dch v in thoi trong khi bay s cng c thm
hnh nh ca American Airlines trong cng chng l mt hng hng khng i
mi v tin tin. Tuy nhin hng American phi chi khong 200 USD cho mi
chuyn bay to thm c tn nhim .
Tt nghin nhng kt qu thu c ny vn c th b nh hng ca sai s khi ly
mu v ban lnh o c th mun nghin cu thm na vn ny. Song r rng l nu
dch v in thoi trong khi bay s lm tng chi ph nhiu hn l thu nhp lu di, th
trong thi gian trc mt cha nn thc hin dch v ny. Nh vy l mt n nghin
cu Marketing c cn nhc k gip nhng nh qun tr hng American thng qua
quyt nh ng n so vi trng hp thng qua quyt nh theo cm tnh.
Nhng yu cu ca cng tc nghin cu Marketing
By gi ta s trnh by r su c im ca cng tc nghin cu Marketing.
Phng php khoa hc
Nghin cu Marketing c hiu qu cn s dng nhng nguyn tc ca mt phng
php khoa hc: Quan st k lng, xy dng cc gi thit, d on, v kim nghim.
Tnh sng to trong nghin cu
Nghin cu Marketing phi c gng a ra c nhng cch mi gii quyt mt
vn . Sau y l mt v d kinh in:
Khi c ph ha tan mi c tung ra ln u, cc b ni tr phn nn rng v ca
n khng ging c ph thc. D vy, trong cc ln kim nghim bt mt cc b ni tr
khng th phn bit c tch c ph ha tan vi tch c ph thc. iu ny cho thy
rng phn ln cc trng hp phn i ch l do tc ng tm l. Ngi nghin cu quyt
nh thit k hai s mua hng gn nh ging nhau hon ton, ch khc l mt s ghi c
ph thng, cn s kia th ghi c ph ha tan. Loi s ghi c ph thng c a cho
mt nhm cc b ni tr, cn s ghi c ph ha tan c a cho mt nhm khc, nhng
tng t. C hai nhm u c yu cu on nhn nhng c im x hi v c nhn
ca ngi ph n c s mua hng m h c thy. Nhng li nhn xt gn nh hon

ton ging nhau, ch c mt im khc bit ln l: Phn ln cc b ni tr xem s mua

hng ghi c ph ha tan u m t i tng l mt ngi v li bing, hoang ph v
km ci, khng bit thu xp vic gia nh cho tt. Hin nhin l nhng ngi ph n ny
gn cho b ni tr h cu kia nhng ni bn khon v nhng ngh xu ca chnh
mnh v chuyn dng c ph ha tan. By gi th cng ty c ph ha tan bit c
thc cht ca s phn i v c th trin khai mt chin dch nhm lm thay i hnh nh
ca mt b ni tr s dng c ph ha tan.
S dng nhiu phng php
Nhng ngi nghin cu Marketing c trnh u vt b quan im qu tin tng
vo mt phng php bt k no, ri c gng lm cho phng php thch ng vi vn
ch khng i theo mt con ng khc. H cng tha nhn rng nn thu thp thng
tin t nhiu ngun c c tin cy ln hn.
S ph thuc ln nhau ca cc m hnh v s liu
Nhng ngi nghin cu Marketing c trnh u tha nhn rng ngha ca cc
s kin u c rt ra t cc m hnh ca vn . Nhng m hnh gip tm kim
kiu thng tin v v vy cn c xy dng ht sc r rng.
Gi tr v chi ph ca thng tin
Nhng ngi nghin cu Marketing c trnh u t ra quan tm n vic xc
nh gi tr ca thng tin so vi chi ph c thng tin . T s gi tr chi ph gip b
phn nghin cu Marketing xc nh nn thc hin n nghin cu no, nn s dng
phng thc nghin cu no v c nn thu thp thm thng tin na khng sau khi c
nhng kt qu ban u. Chi ph nghin cu thng d nh lng, song gi tr th kh d
on hn. Gi tr ph thuc vo tin cy v tnh c cn c ca nhng kt qu nghin
cu thu c v mc ban lnh o sn sng chp nhn v hnh ng theo cc kt qu
thu c .
o c Marketing
Hu ht cc cng tc nghin cu Marketing u c li cho c cng ty bo tr ln
khch hng ca n. Thng qua nghin cu Marketing cc cng ty hiu nhiu hn nhng
nhu cu ca ngi tiu dng v c kh nng cung ng nhng sn phm v dch v tha
mn y hn. Tuy nhin, vic lm dng nghin cu Marketing cng c th gy thit
hi hay kh chu cho ngi tiu dng (xem Marketing o c x hi).

5. H thng h tr quyt nh Marketing (MDSS)

Ngy cng c nhiu t chc b sung thm dch v thng tin th t, h thng h
tr quyt nh Marketing, gip nhng nh qun tr Marketing ca mnh thng qua
nhng quyt nh ng n hn.
H thng h tr marketing l mt b cc d liu c phi hp, cc h thng, cng c
v phng php cng vi phn mm v phn cng h tr m mt t chc s dng thu
thp v gii thch nhng thng tin hu quan pht ra t doanh nghip v mi trng ri
bin n thnh c s ra bin php Marketing.

Hnh 2.3. h thng h tr quyt nh Marketing

H.2.3 minh ha khi nim v MDSS. Gi s mt nh qun tr Marketing cn phn
tch mt vn n thng qua mt bin php. Nh qun tr t cc cu hi cho m hnh
tng ng trong MDSS. M hnh rt ra nhng s liu c phn tch thng k. Sau
nh qun tr c th s dng mt chng trnh xc nh cch trin khai ti u bin
php. Nh qun tr thi hnh bin php v bin php cng vi cc lc lng khc,
tc ng ln mi trng v cho kt qu l nhng s liu mi.
Ngy nay nhng ngi qun l Marketing nhiu cng ty c nhng trm cng
tc Marketing c trang b my tnh. i vi nhng nh qun tr Marketing nhng trm
cng tc ny cng ging nh bng iu khin trong bung li i vi nhng ngi li

my bay N trang b cho nhng ngi qun l phng tin "li" hot ng kinh doanh
theo ng hng. Thng xuyn xut hin nhng chng trnh phn mm mi gip
nhng nh qun tr Marketing phn tch, lp k hoch v kim tra cc hot ng. Chng
gip thit k cc cng trnh nghin cu Marketing, phn khc th trng, nh ngha v
d ton ngn sch qung co, phn tch cc phng tin, lp k hoch hot ng ca lc
lng bn hng v...v.

NGH THUT BN HNG

Cc cuc gi ngu nhin
Cc cuc gi ngu nhin l cc cuc in thoi hay thm ving khch
hng tim nng m h khng bit bn. Mc ch ca cc cuc gi ngu
nhin l thu thp thng tin v tim nng ca khch hng, thng tin
cho khch hng tim nng bit v li ch khi s dng sn phm hay dch
v ca bn v trong rt nhiu trng hp l hn gp. C rt nhiu th
thch khi thc hin cc cuc gi ngu nhin bao gm: hi run, phi
thng qua tr l, th k hay nhng ngi "gc cng" khc hay tm ra
ng ngi cn gi; tm ra cch rao hng nhanh chng m s thc y
qu trnh bn hng.
Nhng li khuyn di y s gip bn vt qua nhng th thch :
Trnh c nhng cuc gi ngu nhin qu t nht
Hi khch hng hin ti v khch hng tim nng v s dng tn ca khch hng hin ti
bt u lm quen khi gi in. c c khch hng tim nng, hy tm cch ly
c nhng thong tin t nhng cu chuyn t nhin hang ngy vi khch hang quen
ca h thay v ch ngh h cho tn tui v s in thoi ca khch hng tim nng. V
d nu bn mun hi ai c bit ngi quan tm n vic mua bo him, h c th tr
li l khng v h khng th ngh ra ai tc thi. Nhng nu nh bn ni chuyn vi ngi
v vic sinh con v hi liu bn ca h cng ang sinh con, anh ta s nhn ra rng h
bit rt nhiu ngi c quan tm ti k hoch cho tng lai...ngi m mun mua bo
him.
Lao vo tc thi
Bn s khng bao gi cm thy sn sng thc hin cc cuc gi bn hng, do
ng bao gi ch i khonh khc hon ho. S s hi ca bn s khng bao gi tiu tan
v gi in b t chi th bn khng bao gi mong ch. Do vy, thay v a ra cc l
do tr hon, hy lm ngay khi c th.

Hy thng thn
D cho bn gp th k, tr l hay chnh bn thn khch hng tim nng trn in thoi,
hy thng thn cp l do bn gi in. Gii thiu mnh v gii thch l do cuc gi.
Hy trung thc v ngn ngn. Ngi ta s bc mnh v nghi ng nu bn khng a ra l
do ti sao bn gi in. Phi bit c liu c phi thi gian thch hp gi in
khng - nu ng, hy a thm thng tin; nu khng, hi khch hng khi no l thi
gian thch hp cho bn gi li.
Gi in nhiu ln
Nu qu kh khn gp ngi no , hoc l bi v tr l hay th k lun tr li in
thoi hay my tr li t ng, bn nn th gi in vo nhng gi khng bnh thng.
Khch hng tim nng s c th nhn in thoi vo lc 8 gi sng hay 6.30 chiu. Hn
na, lc h c v thoi mi hn v c thi gian ni chuyn v h khng phi chi
p lc t 9 xung 5. Nu bn gi in cho hng cho c nhn vo cc gi khng bnh
thng th bui ti c l l thi im tt hn l bui sng.
ng mong i khch hng s gi in li cho bn
Bn khng nn i khch hng tim nng gi in li cho bn. H c th s khng goi,
ngay c khi h rt quan tm n sn phm ca bn. ng qu t tin l khi khch hng
tim nng ni h s gi in li cho bn h s lm. Hy vt ln ci ti ca bn v gi
cho h. V khi bn lm vic , hy vui v, cho d bn cm thy bc mnh khi h khng
bao gi gi li cho bn.
To cm tnh vi khch hng
Chng ta u bit rng nhn vin bn hng khng th dng li ngh ngi m lun dn
p chng ta bng nhng li rao hng ca h. Khng nn lm iu . N khng t nhin
v khng c hiu qu. Ngi ta ch mua hng t nhng ngi m h thch., nhng ngi
m h cho rng hiu h v cng vic lm n ca h. Thu ht khch hng tim nng ca
bn bng cch hi tht nhiu cu hi v t ra thc s quan tm ti khch hng
Khng ni qu nhiu
Hy thc hin cc cuc gi ngu nhin thu thp thng tin v nhu cu ca khch hng
tim nng. Tt nhin bn cn phi cung cp y thng tin v nhng ch li m sn
phm hay dch v ca bn em li cho h thu ht h ni chuyn vi bn. Nhng ng
ni qu nhiu. Nu bn a ra mt on rao hng qu di m khng cn bit khch hng
tim nng ca bn ngh g, bn s lm h kh chu. Hy hi khch hng tim nng v
nhng vn v nhu cu ca h (bn cn phi chun b nhng cu hi ) v chm ch
lng nghe cu tr li ca h. Ri tp trung vo nhng thng tin c li cho bn gii
quyt nhng vn v p ng nhu cu ca h. C gng c c cuc gp mt trc
tip.

Nu ai yu cu bn gi cho ti liu qung co, hi h xem liu bn c th gp h trong

vng 15 pht gii thiu cc sn phm ca bn khng. Bng cch ny n c th hiu
qu hn i vi h bit v cng vic kinh doanh ca bn v bn c th gii thiu thng
tin v tr li cc cu hi ca h. Hn na, gp mt trc tip ai s c quan h thn thin
hn v s d lm h nh bn l ai v ti sao h cn sn phm hay dch v ca bn.

Kt thc bn hng
Kt thc bn hng hay khin khch hng tim nng chp nhn mua i khi cng n gin
nh khi cho mi hng ho. Khi bn c thng tin nh nh gi c khch hng
tim nng, tm hiu c nhu cu ca h v cho h thy c sn phm hay dch v ca
bn c th p ng c nhng nhu cu , y chnh l lc c th ngh h t hng.
Nhng li khuyn di y c th gip thc hin qu trnh ny thun li v t nhin.
Thit lp c s cho cng vic:
Trong qu trnh bn hng, nu bn tm hiu c nhu cu ca khch hng v gip h hiu
c rng nhng th m bn ang bn c th p ng c nhu cu ca h, th vic "kt
thc" l khng cn thit. Nu bn thng xuyn do d lm th no "kt thc" th c l
nn xem xt li phng php xc nh nhu cu ca khch hng v cch thc qung co
li ch ca sn phm hay dch v ca bn.
Tip cn vi ngi ra quyt nh:
m bo rng bn tip cn c vi ngi ra cc quyt nh mua hng. i khi mt
ngi khng th mua sn phm hay dch v ca bn ch n gin l anh ta khng c
quyn quyt nh. Nu trong trng hp ny bn phi tm ra c ngi s ra quyt nh
m khch hng tim nng gi bn.
a ra thi hn:
Nu nh bn c mt khch hng cn ang do d khi mua sn phm, c mt cch "kt
thc" l ni vi h rng dch v ca bn s ht nu qu mt ngy c th no . V d,
nu mt khch hng ni rng h mun thu nhng khng i n mt bn hp ng no,
th bn hy a ra mt thi hn no hay ni rng bn s khng thc hin nu qu mt
khong thi gian c th no . iu ny c ri ro ln bi v n c th c ngha rng
bn s khng giao dch vi ngi khch hng ny trong tng lai gn. Tuy nhin iu ny
cng gip bn c th tch c nhng hch hng tim nng thc s khi nhng khch
hng tim nng nhng khng th ra c quyt nh cui cng la chn sn phm ca
bn. Bng cch ny hay cch khc, buc khch hng a ra c quyt nh s c li cho
cng vic ca bn. Nu h quyt nh khng mua sn phm ca bn th n cng gip bn
cm thy thoi mi theo ui khch hng khc.
Tnh ton trn c s thi im khch hng cn sn phm ca bn It

Phi bit c khi no khch hng cn sn phm hay dch v ca bn v tnh ton cho
thy c vic "kt thc" lc l rt quan trng. V d, nu bn l mt cng ty qung
co, bn tm hiu thi im khch hng tim nng mun gii thiu sn phm mi ca h
ra th trng. T , bn c th thuyt phc h nn thu cng ty bn ngay t by gi
m bo vic qung co sn phm s thnh cng.
cp kh nng tng gi
Nu cng ty ca bn c k hoch tng gi vo thng mt, th hy bt u ku gi khch
hng mua sn phm ca bn t thng 10 trc khi gi tng. nh v sn phm y mi
l iu quan trng - hy nh rng bn ang thng bo ct cung cp mt dch v cho
khch hng tim nng ch khng hm do h buc phi mua hng. iu ny khng
ch gip bn tip cn khch hng m cn lm khch hng hin ti v khch hng tim
nng ca bn nh gi cao vic thng bo trc ca bn.
cp nh hng ca vic chm mua hng
Hy hi khch hng h ni ra nhng thit hi nu h khng mua sn phm ca bn mt ri ro khng c bo him, tai nn xe hi v khng iu chnh my mc hay thay
lp mi, hay mt chin dch bn hng khng thnh cng v khng tin hnh nghin cu
th trng. Thit hi c th l tin bc, thi gian v danh ting v nhiu th khc na

Lm th gi c khch hng
Chm sc v gi c khch hng quen l nn tng a n s thnh cng ca nhiu
doanh nghip nh. Bn c th gi khch bng in thoi, gp mt trc tip hay qua th.
Di y l mt s phng php c th bn c th p dng:
Gi in cho khch hng sau khi bn hng mt vi tun
Nu bn l ch mt ca hng sa cha t, gi in li cho tt c khch hng 2 tun sau
khi h nhn xe tm hiu xem xe ca h hot ng ra sao v bit chc chn rng h
cm thy tho mn vi s phc v ca bn. iu ny s gip bn bit c nhng iu
khch hng cha tho mn, nu c. y cng l dp tt bn cm n khch hng lui
ti doanh nghip bn thng xuyn.
Vit th cm n
Vit mt th tay cm n khch hng mua sn phm ca bn l mt bc rt n gin
m rt nhiu ngi ch doanh nghip b qua. Hnh thc tip cn c nhn ny lun
lun c nh gi cao v c ghi nh. Khng c mt mu chung no cho lai th ny
v nh vy s mt i mi quan h c nhn .
Gi lin lc vi khch hng

Gi in thng xuyn cho khch hng bit c liu cng vic kinh doanh ca h c
g thay i khng v liu bn c th gip g cho h. Khch hng thng nh gi cao
nu h c thng bo v bt k mt s pht trin no, i mi no hay bt k sn phm
mi no.
Tm kim ngun thng tin t khch hng
Mt t kho st nh v d di y c th c in mt sau ca th tr li ca doanh
nghip v gi n cho tt c khch hng. N c trch dn t cun B quyt bn hng
thnh cng ca Barry J. Farber (Career Press). Farber gi nn s dng bn kho st ny
quyt nh xem bn cn ci tin nhng im g trong dch v theo di khch hng v
dch v khch hng ca mnh.
Knh tha qu khch hng,
gip chng ti phc v qu khch hng tt hn, xn qu v hy in vo bn kho st
ny v gi li cho chng ti.
Tn qu v ___________________________________________
Tn cng ty ________________________________________
in thoi ____________________________ ngy_____________

Hy tr li cc cu hi sau bng cch chn cu tr li thch hp.

Tc phong lch s v gip ch ca nhn vin tip tn
__ Tuyt vi __ Tt __ Trung bnh __ Km
Tr li cc thng tin c yu cu
__ Tuy vi __ Tt __ Trung bnh __ Km
Tc phong lch s, thi v phong cch ca nhn vin
__ Tuy vi __ Tt __ Trung bnh __ Km
Phong cch giao tip ca cng ty vi khch hng
__ Tuy vi __ Tt __ Trung bnh __ Km
S phc v ca i din bn hng ca cng ty's sales rep(s)
__ Tuy vi __ Tt __ Trung bnh __ Km
nh gi chung
__ Tuy vi __ Tt __ Trung bnh __ Km

i din bn hng ca cng ty c tr li li cuc in thoi yu cu dch v

tc thi khng?
__ C __ Khng
Qu v c gii thiu sn phm ca chng ti vi ngi khc khng?
__ C __ Khng
Hy gi in cho ti tho lun v nhng nh gi ca ti.
__ C __ Khng
Bnh lun
__________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________

Lm th no bn hng cc cuc trin lm thng mi

Theo nghin cu ca Trung tm T chc trin lm, phn ln khch tham quan trin lm
l nhng ngi a ra quyt nh hay c vai tr quan trng trong vic a ra quyt nh
ang c k hoch mua sm trong vng 12 thng ti. ng b qua c hi - p dng
nhng ch dn di ay m bo rng nhn vin ca bn sn sng bn hng mt cch
c hiu qu.
Trnh bn hng chm
Trin lm thng mi cn p dng bin php tip cn bn hng ngay (hard-sell
approach). Khi ngi tham quan trin lm quan tm ti gian hng ca bn, tip cn h
tc thi v mi h tm hiu thm v sn phm hay dch v ca bn. ng h i - s
tp trung ca khch hng cc cuc trin lm thng mi l rt ngn v ngi ta s ri
gian hng ca bn nu h khng nhn c s gip n tip trong vng 60 giy hay t
hn.
T ra hiu khch
Cch thc cho n khch hng ti gian hng ca bn l cho thy nghip v chuyn
mn v long hiu khch . Trnh s dng nhng cu tr hi t nht nh" "Ti c th gip
g?", "Xin cho, qu v c khoe khng?" hay "Qu v thy trin lm th no?". Thay vo
, hy hi cc cu hi lin quan trc tip n khch hng v gip bn phn on mi
quan tm ca khch hng vi sn phm hay dch v ca cng ty bn -- "Qu v mun bit

thng tin g v h thng l si kiu mi ca chng ti?" hay "Xin cho, Qu v cn

thng tin g v loi ca hin ny?"
Xem xt thi ca bn
Thi th trong gian hng bn cho thy rng bn khng quan tm ti khch hng.
Khng c ngi. Khng c n ung hay ht thuc trong quy hng, Khng bao gi
gian hng khng c ai n khch. Khng ginh thi gian tn chuyn vi ng nghip
m phi tp trung vo khch hng.
nh gi nhanh chng khch hng tim nng
Vic u tin khi tip xc vi mt khch hng mi l phi xc nh c h l ai (ngi
mua, ngi a ra quyt nh, nh cung cp, i th cnh tranh, vv) v h u. Vic
ny gip bn khng tiu ph thi gian qu bu cho ngi m khng c trch nhim mua
sn phm hay dch v ca bn hay h khu vc m cng ty bn khng phc v. Bn c
th c c thng tin ny bng cch hi mt s cc cu hi c bn, quan st biu hin
ca h hay xin danh thip c chc danh v a ch.
Hi hng lot cc cu hi
Thu ht khch hng tim nng bng cch hi hng lot cc cu hi m -- cc cu hi yu
cu cu tr li ch khng ch c hay khng. N gip bn xc nh c nhu cu v mi
quan tm ca khch hng. Tp trung cu tr li ca bn vo vic sn phm hay dch v
ca bn c th p ng c nhu cu ca h nh th no. m bo theo st nguyn tc
80/20 -- lng nghe 80% thi gian v ni 20% thi gian. C gng trnh bt k hnh thc
no ca li rao hng chun b sn nh ngi my rao hng.
Ghi chp cn thn
Ghi chp y cc thng tin c lin quan ti khch hng tim nng vo mu giy gii
thiu hng bao gm tn, chc danh, a ch, s in thoi, s fax, a ch th in t (tt
c cc thng tin ny c th c t danh thip), nhu cu/s thch, ngn qu v thi gian. S
dng th ny cho phn theo di khch hng sau trin lm khi bn quay tr v cng ty.

Lm th no gii quyt vn kh nng tn dng km

ca khch hng tim nng
Bn c c bn bo co v kh nng tn dng ca khch hng tim nng
v nhn thy c du hiu cnh bo - thanh ton chm, v kin cha c
gii quyt, n tn ng nhiu. Khch hng ny c th l mt ri ro tn
dng cho cng ty. iu c ngha l gy nh hng ti vic kinh doanh
ca cng ty? C th khng hn l nh th. Thc hin cc bc sau hn
ch ti a ri ro tn dng ca cng ty.

Tm ra nguyn nhn:
Kh nng tn dng ca mi khch hng tim nng s b nh hng bi cc trng hp
khc nhau, v th rt cn phi tm ra nguyn nhn gy ra kh nng tn dng km. V d,
nu mt khch hng bn trang tr cho ngy ngh l, c tnh hung lung tin s kh
khn hn cho doanh nghip ny trong ma h hn l ma ng. Nu bn quyt nh chp
nhn cng vic kinh doanh ny, bn c th s dng nhng hiu bit ny lp ra cc iu
khon tn dng lm tng kh nng thanh ton. Bn c th yu cu thanh ton theo hnh
thc tr tin khi nhn hng (C.O.D) trong giai on t khch v thanh ton tng phn khi
lng hng tiu th ln.
Kim tra ngun thng tin tham kho:
Nu mt khch hng tim nng a ra li bo cha v tnh trng tn dng km ca h,
bn hy tm hiu thng tin thm v n t nhng ngun thng tin tham kho khc trc
khi a ra quyt nh cui cng. Bn c th thy c rng li n khng cng
bng khi gn cho khch hng tim nng l c s ri ro v tn dng. Bn cng c th cn
c danh sch y ca nhng nh cung cp c th chn ngi bn hng bn gi in
lin lc ly thng tin thay v lin lc vi nhng ngi do khch hng tim nng cung
cp.
Phc tho cc iu khon thanh ton:
ng nhng khch hng c ri ro cao c c hi ph phn rng h khng hiu cc
iu khon thanh ton ca bn. Hy t bo v mnh bng cch yu cu h xem xt li cc
chnh sch thanh ton v k vo bin bn chp nhn chng. m bo rng cc iu khon
ca bn c t v tr d thy trong n t hng v ho n. N bao gm cc chi tit
nh phng thc thanh ton, thi k n hn, chit khu cho vic thanh ton sm, hnh
thc pht nu thanh ton chm, v qu trnh cng ty thc hin theo di cc ho n
thanh ton chm.
Yu cu thanh ton trc:
Nu mt cng ty c ri ro cao, bn ng ngn ngi khi yu cu h thanh ton ton b
hay mt phn trc.Phn ln cc doanh nghip c tnh trng tn dng km u bit iu
v cng on trc l bn s cnh gic khi lm vic vi h. Mt cng ty c tnh trng
tn dng km lun mun tng v tr ca h ln, bn c th khuyn khch h chp nhn cc
iu khon thanh ton trc bng cch h bit rng bn s l ngi chng nhn kh
nng tn dng cho h nu cng vic lm n tin trin tt.
Xem xt n lch s tn dng c nhn:
Nu bn lm vic vi mt cng ty mi thnh lp m cha c lch s v tn dng, th bn
nn xem xt n bo co tn dng c nhn ca ngi ch doanh nghip nh gi xem
ngi thanh ton cc ho n nh th no. Thng mt ngi c thi quen tt v ti
chnh c nhn th cng thc hin cc nghip v qun l tin ca doanh nghip tt.

Hi v cc khon phi thu sp ti:

Mt s cng ty c th cung cp cc hp ng k hay cc bng chng khc v lung
doanh thu sp c. Trong khi cc giy t ny khng m bo rng bn s c thanh ton,
chng c th chng minh khch hng tim nng c cc ngun ti chnh thanh ton cho
cc n t hng ca h hay khng. Hn na, bn phi m bo xc minh tt c cc hp
ng bng ngun thng tin tham kho ng tin cy.
Khi u mi quan h lm n dn dn:
Nu bn cn do d v khch hng mi, bn nn hn ch mi quan h lm n vi h cho
n khi bn hnh thnh c mi quan h vi h. Mt cch khc l u tin nn yu cu
thanh ton trc v sau cho h tr chm nhiu hn.
n gin l ni khng:
Mc d i a s cc cng ty l khng c ri ro cao v ti chnh, vn c cc doanh
nghip bn phi xem xt k lng trc khi a h vo bng danh sch khch hng ca
bn. Nu bn nghin cu v vn khng thy thoi mi vi khch hng tim nng ny,
bn hy lch s t chi lm n vi h. iu phc tp bn trnh bng cch ni "khng" s
gip bn tit kim thi gian v tin bc sau ny.

Lm th no hnh thnh mng li c hiu qu

Hnh hnh mng li l mt ngh thut xy dng v duy tr cc mi quan
h. Mc ch ca vic hnh thnh mng li l to ra nhm khch hng v
ngun thng tin m c th trc tip lm tng cht lng ca sn phm
hay dch v ca bn, lm gim s mt mi ca khch hng v c l quan
trng nht l lm cho cc i th cnh tranh ca bn t hi l lm th no
m bn c c cng vic m h khng bao gi bit n.
Nhiu ch cc doanh nghip nh khng mun hnh thnh mng li v h cho rng n ch
nh l bn ang trao danh thip ca bn cho ai v khoa trng vic bn ang lm.
Trn thc t, hnh thnh mng li thc cht l bit c ngi c th gip c bn
v ngi bn c th gip.
ng Steven M. Krauser, chuyn gia hnh thnh mng li, ch tch Hip hi mng li
Hicksville, N.Y. cho rng phn ln nhng doanh nhn khng bit lm th no bin
vic hnh thnh mng li tr thnh cng c kinh doanh hu hiu. ng ni" Nu kt qu
ca vic hnh thnh mng li ca bn l vic xp danh thip trong ngn ko v khng c
thm nhiu hp ng kinh doanh mi, th l lc bn phi nh gi li phng php lm
vic ca bn".

Krauser cho rng ch cc doanh nghip nh nn t chc gp mt mi ngi vi hai mc

tiu: quen bit cng nhiu ngi cng tt v h bit mnh. V ng a ra bn bc
di y gip hnh thnh mng li:
Trao v nhn thng tin
Mng li l mt con ng hai chiu. Khi bn gp ai , bn mun hi h v cng vic
lm n v h cng s hi bn. Hy bt u t nhng th c bn - tn, cng ty, mng li
kinh doanh, v tr, tnh hnh kinh doanh, vv. Tip theo bn c th tm ra liu c hai c th
em li li ch g cho nhau. C gng gii thiu cho h nhng thng tin:

Cng ty bn lm g?
Bn phc v nhng khch hng no?
Ai quyt nh mua hng trong cng ty bn cho mi mt loi sn
phm hay dch v?
iu g lm bn ni bt hn cc i th cnh tranh?

nh gi gi tr ca mi quan h
Bn khng th hnh thnh mng li rng khp vi tt c mi ngi. Mt khi bn c
nhng thng tin ban u, bn cn phi quyt nh xem c nn gp li ngi ny v to
mi quan h hay khng. Bn c th gip h v h c th gip bn khng? Cu tr
li cho c hai cu hi nn l "c".
Mt tiu ch khc l tm kim nhng ngi m thc s mun gip nhng ngi
khc gii quyt vn m khng c iu kin rng buc. Ni cch khc, khng coi mnh
l ngi pht trin mng li m l mt ngi gip gii quyt vn , v tm kim nhng
ngi c nhng phm cht nh vy a vo mng li c nhn ca bn.
Hnh thnh khi lin minh chin lc
Mng li khng phi l vic su tp danh thip m l con ngi. Ginh thi gian
hiu c cng vic kinh doanh ca nhng ngi trong mng li. Nu bn chn c
nhng ngi trong mng li mt cch khn ngoan, l mt iu ng mng. Chc
chn rng bn cho h bit v cng vic ca bn v nhng i tc c lin h lm n vi.
Trao i nhng thng tin cp nht khc v s ng h. Kt qu l bn s tr thnh nhng
ngi bn hng cho nhau.
Nh rng mc ch ca vic hnh thnh mng li khng phi l nhn c hp ng
kinh doanh t ngi bn c quan h m l t nhng ngi quen ca ngi bn c quan
h.
Bn c th cng nn trao i nhng kin v qun l, a ra li khuyn, hay thm ch
nhng gi nhng mi hp tc. Bn c th hc hi ln nhau v cng ng gp cho s
pht trin c v li nhun v cng vic lm n cho nhau.

Duy tr
Khi nn tng ca mi quan h pht trin, bn phi nh gi li nhng ngi trong mng
li thng tin. p dng nhng k nng qun l c hiu qu v mt thi gian v ginh
quyn u tin cho cc mi quan h hiu qu ca bn. Bn s mun tip tc gi quan h
thng xuyn vi nhng ngi m hu dng nht vi bn. H s tr thnh ngi thn
cn ca bn.
Cn thn ng bao gi rt vn khi qua ng, bn khng bao gi bit khi no ai c
th gip bn hay khi no bn c th gip bn. Nu bn cm thy ai ti hin ti khng
hu ch cho bn, bn vn nn thnh thong c lin lc vi h v h c th rt quan trng
trn con ng ca bn v sau. Ni cch khc, hy t t vi tt c mi ngi v bn
khng th bit trc c khi no h c th gip bn.

Lp k hoch trin lm thng mi hiu qu

Tham gia cc cuc trim lm thng mi, trin lm hi ngh, hi ch hay
cc loi hnh trin lm khc cho bn mt c hi bn hng duy nht gip
bn tm ngun khch hng mi, tm nh cung cp, tm hiu i th cnh
tranh, thc hin mt s cng vic mng li v hnh thnh quan h cng
chng. Tm li, ti mt cuc trin lm thng mi c th lm c nhng
iu m bn phimt hng tun thm ch hng thng nu lm ti cng ty.
Thm ch n cn gip bn tit kim c chi ph - Theo nghin cu ca
Trung tm T chc Trin lm, n gip gim 62% chi ph cho vic m
phn mt hp ng trong trin lm so vi thc hin ngoi th trng.
Nhng c c thnh cng trn, bn phi lp k hoch rt cn thn. iu c ngha
l chn la ng trin lm, t mc tiu r rng, to ra mt trin lm c hiu qu cho
cng ty, qung co cho s c mt ca cng ty. Thc hin iu thm ch trc khi tham
gia trin lm. Hy nhn chut vo nhng tiu mc di y bit thm kinh nghim
trong vic t chc trin lm thng mi.

Chn ng trin lm
Vi hn 10.000 trin lm thng mi c t chc trn th gii hng nm, hy chn mt
trong s nhm thu c li ch ln nht t khon u t v thi gian cng nh tin bc
bn phi b ra.
Bt u nghin cu bng cch tm kim cc trin lm thng mi m thch hp vi sn
phm v dch v ca bn. . Trn mng, bn c th mt trong nhng a ch mng sau
tm hiu v cc hi ch thng mi trn th gii:
Mt ngun thng tin khc bn c th bit v trin lm l t hip hi doanh nghip ca
ngnh v rt nhiu trin lm v hi ngh l do cc ngnh ng ra ti tr. Phng thng

mi v cng nghip cng nh chi nhnh cc tnh v thnh phcng c th gip bn c

c thng tin v cc trin lm thng mi nh ca a phng.
Di y l mt s li khuyn gip bn a ra la chn ng:
ng la chn bng nhng con s
Nhng cuc trin lm thng mi ln c th ch tn thi gian nu bn khng xem xt n
ngi mua hay khch hng tim nng cho sn phm hay dch v ca bn. Nghin cu k
s liu ca cc cuc trin lm thng mi trong cc nm trc s gip bn nh gi
khch hng c ng l khch hng ca bn khng. C quan qun l trin lm c th cung
cp
cho
bn
s
liu.
Nh khch hng gip
Hi khch hng ca bn bit c h thng xuyn ti cc cuc trin lm thng mi
no,v nhng cuc trin lm p ng c nhu cu ca h c l s c nhiu khch hng
tim nng ca bn. Bn c th hi cc i th cnh tranh v trin lm no h thy hu ch
nht.
Phi kim nh trc
Cch tt nht nh gi mt cuc trin lm l phi t quan st. Trc khi bn ng k
tham gia, bn hy n trin lm nh mt ngi tham quan. Trin lm ny c nng ng
v l th khng? Nhng ngi i xem trin lm c phi l khch hng tim nng ca bn
khng? Doanh nghip tham gia trin lm l ai v sn phm hay dch v ca bn t u
th thch hp trong trin lm ? Ni chuyn vi mi ngi v hy lng nghe.
nh gi cn thn
Khi bn c danh sch ca cc cuc trin lm, hy t hi nhng cu hi di y quyt
nh xem trin lm no l ph hp vi mc ch ca bn:

N c ln dng nn mt khu vc gp mt ca khch hng

tim nng v ngi bn khng nhng cng khng qu rng bn
s phi cnh tranh vi cc i th nng cn trong ngnh cng
nghip ca bn?
N c ng l ch thch hp thu ht khch hng ca a
phng, khu vc, trong nc hay quc t khng?
N c ln k hoch t chc ng vo lc khi bn c th gii
thiu mt s sn phm dch v mi v tm km khch hang mi
khng?
C quan t chc qung co trin lm c ng tin cy v ban qun
l ca h tng t c thnh cng no cha?

ng i n pht cui cng

Mt s cuc trin lm thng mi ni ting c ng k tham d rt

nhanh. Nu bn ch qua lu, bn c th ch trong danh sch d b.
Thm vo , bn cng ng k sm, bn cng c nhiu c hi la
chn v tr tt cho gian hng ca bn.

Xc nh r mc tiu
c th thu c li t khong thi gian, tin bc v nng lng bn b ra cho vic
tham gia trin lm thng mi, bn cn phi xc nh mc ch ca vic tham gia v t
ra cc mc tiu va sc.Mi vic bn thc hin trc, trong v sau trin lm nn c
nh gi trn tiu ch l n c gip t c cc mc tiu ra khng.
Cc mc tiu c th t c trong cuc trin lm thng mi
Di y l mt s l do cc doanh nghip tham gia trin lm thng mi. Mc tiu ca
bn c th l mt vi trong s di y, hay nhng l do khc li quan trng cho doanh
nghip nh ca bn:

K hp ng bn hng
Nghin cu cnh tranh
Nghin cu xu th pht trin ti ch
Qung b sn phm tr gip bn hng sau ny
Hnh thnh danh sch a ch khch hng
Tm nh cung cp nguyn liu re hn hay tt hn
Thit lp quan h vi khch hng hin ti
c bo ch qung b
Lm tng s ho nc ca khch hng vi sn phm mi
Lm tng hnh nh ca cng ty trong ngnh cng nghip

m bo rng nhn vin ca bn ti gian hng rt ph hp v

nhanh nhn
Bn khng th thc hin cng vic mt mnh. D mc tiu ca bn l g,
bn s cn t nht mt ngi thay th bn khi bn ri quy ngh ngi
hay xem xt vic b cnh tranh. Mt nguyn tc cn phi nh l mi 33
m vung ca trin lm phi c 2 nhn vin ca bn. Nhn vin phi n
mc chnh t, c o to k lng, c trnh v hiu khch. H phi
nm c mc tiu ca bn v thy c vai tr ca h trong vic gip
cng ty t c mc tiu . Nu bn khng c nhn vin trong cng ty,
hy thu h hng, bn b hay nhng ngi lm thu theo gi.
Tp trung vo thng ip ca bn
Ch nn chn hai hay ba mc tiu chnh m bn mun t ti trong cuc
trin lm, hy t o to mnh cng nh nhn vin phi "tp trung vo
thng ip". Thit k ho, qung co trc trin lm, ti liu in v cc

t qung co trong trin lm u phi xoay quanh thng ip ca bn.

To ngn sch
Khi bn quyt nh tham gia trin lm no v mc tiu ca bn l g,
bn phi son tho ngn sch. Khng d ton ngn sch, mi khon chi
tiu s kh c th qun l c (v d nhng chi tiu bt cht pht cui
nhm lm si ng quy ca bn) v s ph v k hoch c chun b
k cng ca bn. Mt nguyn tc cn phi nh l chi ph thu khng gian
ch nn chim mt phn t tng ngn sch ca bn. V th khi bit phi
chi cho vic thu ch l bao nhiu bn hy nhn ln bn ln c c
lng chi tiu th cho cuc trin lm, cha tnh chi ph cho nhn s.

C c mt cuc trin lm c hiu qu

V tr v v ngoi ca gian hng ca bn s c nh hng ln n s thnh cng ca cuc
trin lm thng mi. Mt s li khuyn di y s gip bn.
Chn v tr c mt ngi qua li cao
Bn hy xem s mt sn ca trin lm trc khi chn v tr cho gian hng. i b l
hnh thc ph bin trong cc khu vc trin lm thng mi. Hy chn v tr cho gian
hng gn li ra vo, ni n ung, nh v sinh, phng ngh, phng hi tho, hay gn nhng
gian hng thm gia trin lm ln. C gng trnh cc ng ct, ni cht hng, dy quy
khut, hay nhng ni t ngi qua li.
Xem xt vic chia gian hng
Nhng cng ty mi tham gia trin lm thng nhn c nhng v tr khng nh mong
mun. C mt bin php l chia gian hng c v tr tt vi mt ng nghip trong ngnh
cng nghip c lin quan. Hy bn bc vi ngi i din bn hng ca bn hay c gng
lin h vi cng ty tham gia trin lm c xp ch m sn phm hay dch v ca h
b tr cho sn phm v dch v ca bn.
Lm phn chn cc gic quan
Phi m bo rng khch hng n vi gian hng ca bn s gi li c iu g v
sn phm hay dch v ca bn. cho h s, nhn, cm nhn, nghe hay nm th sn
phm. Bn ang bn gi trang tr? Hy by chng mt khung cnh ph hp v c mu
hng cho khch c th cm nhn c. Bn va pht trin mt phn mm mi? Nn c
cc my vi tnh khch tham quan trin lm c th th sn phm ca bn.
Trang tr n gin

C gng ng s dng nhiu tranh nh trang tr cho gian hng. Mt bc tranh ln c th

nhn thy t xa s c nh hng ln hn l nhiu bc tranh nh. Duy nht mt khu hiu
bt mt dng m t cng ty cn c th truyn t nhiu hn cc dng ch di.
Cc mo qung co
Cc mo qung co v qu tng khuyn mi s thu ht khch hng n gian hng ca
bn. T chc mt cuc thi, cuc qung co sn phm n o, pht min ph ko, thu mt
ngi lm ngh xoa bp v phc v xoa bp lng min ph. Bn phi chc chn c
rng cc mo qung co ny phi ph hp vi hnh nh ca cng ty v s nhy cm ca
khch hng.

Qung co cho s c mt ca cng ty

Nh rng k hoch trin lm thng mi tt nht cng s b b nu nh khng ai bit
bn . CEIR c tnh khong ba phn t s khch tham quan trin lm bit trc c
nhng sn phm trin lm no h mun xem trc khi n trin lm. Mt cuc qung co
trc trin lm s gip khch hng v khch hng tim nng ca bn bit v vic tham
gia trin lm ca bn. Mt s li khuyn khi thc hin vic ny.
Gi in thoi
Mt thng hay 6 tun trc trin lm, bt u goi in cho cc khch hng chnh hay
khch hng tim nng sp xp cc cuc gp. Nhiu ngi s n theo ng k hoch
nh trc ca cng ty v ginh rt t thi gian hay khng c thi gian xem cc gian
hng khc, do vy iu quan trng l phi xc tin vic gi in ln k hoch cng
sm cng tt. Sau trc mt tun hay ngay trc trin lm phi gi in li khng
nh mt ln na.
Gi th
Ngi qun l trin lm thng bn cho bn danh sch a ch ca nhng ngi ng k
trc xem trin lm. C gng thc hin vic gi th cho h trc trin lm tp trung vo
mt hay hai li ch m h c c khi tham quan gian hng ca bn. Hy cho h cc
thng tin v gian hng ca bn bao gm c s gian hng.
S dng phng tin thng tin i chng
Vit mt vi bi bo trn cc n phn thng mi v bo a phng m s cp ti
cuc trin lm. n phm ca bn phi ni bt khi a thng tin v vic tham gia trin lm
ca cng ty - v d gii thiu mt sn phm mi hay mt cuc trnh din c bit. Bn
cn phi chun b nhiu b n phm cho cuc trin lm v phi chuyn n ti phng
thng tin ca trin lm phng vin c th tm thy.

 ti cc n phm ca trin lm
Qung co trn cc n phm m c pht trin lm c th rt tn km nhng km hiu
qu. Nhng n phm ny thng t c quan tm v n s b lng qun trong ng giy
t m ngi tham quan trin lm c c.

Lp k hoch cho chin lc theo di ca cng ty Thi gian lp k hoch cho chin lc
theo di l trc khi bt u trin lm. Bng cch ny bn c th tip cn khch hng
tim nng vi bn theo di trong khi nhng n tng v trin lm vn cn nguyn trong
u h.Di y l mt s iu bn cn bit v bn theo di.
Ginh quyn u tin cho bn theo di
Theo nghin cu ca Trung tm T chc Trin lm., 80% hng ho qung co trong trin
lm l khng c theo di v sau. Ginh quyn u tin s mt cho vic theo di sn
phm sau trin lm, ginh v tr cho n cao hn bt c mt cng vic no khc - bao gm
c vic bt kp vi nhng cng vic bn b qua khi cng ty.
Vit phong b th theo di trc trin lm
L th bn gi i sau trin lm c th ch n gin l mt li cm n hay mt quyn
qung co vi mt cu ngoi phong b. Vit hay in n trc khi bn lm trin lm bn
c th gi n i ngay sau khi bn lm trin lm v.
nh gi cht lng sn phm trong trin lm
Xp loi sn phm ca bn theo tm quan trng v s thch, v da vo nhng im u
tin ny c nhng n lc sau trin lm. Gi in cho cc khch hng tim nng nht
ca bn trong vng mt tun sau trin lm -- bn m cng lu, h cng tr nn lnh
nht. Gi ti mi khch hng bc th theo di.
Gi li ha ca bn
m bo rng bn s thc hin tt c nhng li ha bn a ra ti gian hng trin lm.
Bn phi chun b quyn qung co v t ri gii thiu sn phm trc trin lm
bn c th gi cc thng tin cn thit i ng hn.

Trau di k nng gii thiu bn hn gng

Khi bn gii thiu sn phm trc tip n vi khch hng, bn c c hi
th hin cho khch hng tim nng mt s kh nng cng mt lc. V b
ngoi, s chn la t ng, cch x s v lng nhit tnh u ng vai tr
quan trng trong vic c nh gi liu bn c mnh m v c sc
thuyt phc hay cn yu v khng c hiu qu. Khng th c hai ln gii
thiu sn phm li ging nhau hon ton nhng c mt s yu t chung

 to nn mt ln gii thiu sn phm thnh cng.Di y l mt s ch

dn gip bn thnh cng trong ln gii thiu hng tip sau:
Phi nhit tnh:
Bn khng th thuyt phc c ai nu nh bn khng thuyt phc c bn thn mnh.
Tin tng vo nhng g bn ang cho mi khch v ni li vi khch hng v iu
vi lng nhit tnh ca bn. Khng cn thit phi trnh by qu nhanh v qu to. Bn hy
ni mt cch t nhin v ngng li mnh im g v a ra nhng cu hi ca bn.
Lm cho n tht n gin:
ng c gng lm khch hng ngc nhin vi nhng bit ng v nhng t hoa m ca
bn. Ngi ta him khi c n tng bi nhng t ng m ngi ta khng hiu. Thay vo
, ngi ta li cm thy lng tng, gin d hay chn. Bn hy ni mt cch r rng v
sc tch. Hy l chnh mnh v s dng ngn ng m bn dng hng ngy.
Thnh thong hy kim tra:
Nh rng mt ln gii thiu hng thnh cng v c sc thuyt phc mnh s nh hng
ln nhau. Khi bn thc hin vic gii thiu hng, bn phi hon ton qun l c qu
trnh giao tip ca mnh bng nhng cu hi "iu ng/b r cha?" "Nhng yu t
ny l quan trng nht i vi ng/b c ng khng?"
Phi giao tip c bng nh mt:
Khi bn nhn vo mt ai , bn c l s ginh c s t tin v lng tin ca h. Nh
rng bui gii thiu hng cng ging nh mt cuc hi thoi. Bn hy giao tip bng nh
mt vi tt c mi ngi trong phng, khng nn ch tp trung vo mt hay hai ngi m
bn cho l quan trng. Bn khng cn phi bit ai l ngi quan trng v nhng ngi
khc ng vai tr nh th no trong qu trnh a ra quyt nh. V bn ng bao gi t
ra xa lnh bt k ai trong khn gi.
t mnh vo cng v ngi nghe:
Bn phi lm cho gii thiu sn phm phi hay v cha ng nhiu thng tin v phi
khng qu di dng. Hy t mnh vo v tr ngi nghe v hi "iu g ti mun c
nghe v c xem by gi?" Nh rng iu l cho khch hng ca bn. Chng c ci
g v bn v sn phm ca bn vn hay vi h. Bn phi lm cho anh ta quan tm
bng cch tr li cc cu hi m anh ta t t ra: "Ci g vy?" "Ti cn g n?" "Ti
c li g n?"
Phi c tp luyn k lng:
ng ngh l bn hin nhin c th gii thiu hng thnh cng. Chun b k lng bi
gii thiu v tp qua n nhiu ln thnh tho k nng v to s t tin. Hy tnh gi.

Nu bn s dng giy knh hay biu , phi xp chng theo ng th t. C gng d

on trc cc cu hi v vn m khch hng tim nng ca bn c th hi v chun
b cc cu tr li trc.
Chun b trang phc l mt yu t cho thnh cng:
Ngy nay trong thi i vn phng, i khi cng kh quyt nh nn mc trang phc
g cho ph hp. Bn nn n vn t nht l cng lch s nh cc khch mi ca bn. Khng
nn n mc qu din. Khi cn do d tt nht bn nn mc b qun o cng s truyn
thng.
Ra khi phng mt cch lch s:
Khng cn bit bn ngh l bn c thnh cng khng, hy t ra lch s v sn sng tip
tc cc cuc i thoi. Lun lun kt thc bng vic cm n khch hng tim nng v
ginh thi gian ca h cho bn.

Trin lm thng mi khng c gian hng

Bn khng cn phi c gian hng ca ring mnh tham gia mt cuc
trin lm thng mi. C rt nhiu cch khc nhau m bn vn c th thu
li c t trin lm thng mi m khng cn phi mt thi gian v tin
bc to ra gian hng ring cho mnh. Di y l mt s cch:
Hy l mt pht ngn vin
Nhiu cuc trin lm thng mi ln thng t chc cc chng trnh hi tho su rng.
Bn c th khai thc chuyn mn ca mnh bng cch tham gia vo danh sch bo co
vin hay trong phn cng ngh. Hy tm cch lm cho n ph hp vi bn. V d, mt k
ton c th din thuyt ti cuc hi tho cc nh pht trin phn mm tho lun vn s
thay i m thu gn y nh hng n ngnh cng nghip ca h nh th
no.Tng t nh vy, mt ngi thit k mng c th din thuyt ti mt cuc hp ca
cc k ton vin ch cho h cch cc k ton chuyn nghip thit k ra cc mng
internet hiu qu nh th no. m bo rng bn c sn mt s bn sao bi pht biu v
danh thip khn gi c th lin h c vi bn. Sau bi pht biu sn sng tr li cc
cy hi v cc cuc ni chuyn
T chc cc cuc gp ring
Mt trong nhng li ch chnh ca trin lm l chng tp trung khch hng ca bn mt
a im duy nht. Bn c th xem xt vic t chc mt cuc gp g vi khong hn
chc khch hng v khch hng tim nng ln ca bn thay v mua mt gian hng. Cc
cuc gp g ny c th t chc ngay ti phng ln ca khu trin lm, mt khch sn
hay nh hng gn hay ti phng khch ring ca bn ti khch sn. Bjan s ch phi
chi ph t tin hn -- ch l tin khch sn, ba n v i li. Thm vo , khch hng li
c th nh gi cao vic bn ko h ra khi s n o, no nhit ca khu trin lm.

Trng by sn phm/dch v ca bn gian hng ca ngi khc

Tm kim nhng cng ty m sn phm ca h b sung cho sn phm ca bn. H c th
l i tc marketing, nh cung cp, khch hng ca bn hay mt cng ty khc. Xem xt
nu gian hng ca h c ch gii thiu hai sn phm b tr cho nhau khng. V d,
mt cng ty pht trin phn mm c th trng by trng by sn phm mi ca mnh vi
mt cng ty bn my vi tnh. Mt nh cung cp dng gia nh c th trng by gi v
cc vt dng khc i km vi ging v gh tc ca nh sn xut c gia nh.
T chc nghin cu
C l bn cng cn phi ti thm mt s cuc trin lm thng mi ch nghin cu.
y c th l c hi tuyt vi bit thm v i th cnh tranh v thy c h bn
hng nh th no tip th ra sao v gi thnh sn phm/dch v ca h ra sao. Bn cng
c th t mt trng thy khch hng phn ng vi nhng c gng ca i th cnh tranh
nh th no. Hay bn c th tm kim nh sn xut ca cc sn phm b tr cho sn phm
ca bn v gp nhng thnh vin ban gim c ca cng ty bn v chin lc s em
li li ch cho c hai doanh nghip trong tng lai. Cui cng, trin lm thng mi l
ni l tng tm cc nh cung cp nguyn liu th, nh phn phi v cc i din bn
hng m c l ang tham gia trin lm hay cng i tm kim nh bn.
Copyright

Hng dn xy dng mu thc hin dch v cho khch hng

Vic s dng mu sau s gip chnh ni b cng ty ca bn c c h thng thng tin
v mong mun ca khch hng v nhng k hach hnh ng c th. C th sa i
mu phn nh loi hnh sn phm v dch v m bn cung cp. Xem xt cn thn tt
c nhng cng vic (ghi trong mu) trong c ni b cng ty v khi c nhn bn trc tip
tham gia. Hi vng cc nhn vin ca bn s c th t gii quyn mi tnh hung m bn
khng phi can thip trc tip. V d nh khi gi nhm hng cho khch, th cc nhn
vin ca bn phi nhanh chng gi li hng ng theo yu cu v thu xp ly li hng
gi nhm trc . Nhng nu nhng mt hng c sn xut thng xuyn hay
l khch hng ln ca bn th c l bn phi tham gia gii quyt ngay t ban u. V
cui cng mu theo di thc hin dch v khch hng phi n tay bn. l cch m
bn c th xem xt li hng lot nhng vn pht sinh v xem nhn vin ca mnh gii
quyt ra sao.
Phi lm r cho nhn vin ca bn thy mu ny khng phi l mt th tc hnh thc:
l mt phn n lc ca cng ty bn nhm tho mn nhu cu ca khch hng. Mi
nhn vin phi c mu ny theo di tnh hnh khi phi i mt vi nhng s c m
bn thn h khng th gii quyt c. V mi ngi phi nm bt c trnh t u tin
thc hin i vi nhng bn bo co ny v thi gian d tnh c th gii quyt tnh hnh.
Lu in nhng mu bo co ny ln cc loi giy mu khc nhau cc nhn vin
khng ln u trn bn hay trong thng.
Mu bo co ny gip trnh tnh trng b qua nhng trc trc trong quan h vi khch

hng, ng thi to c ch bn giao s vic mt cch c trt t cho ngi c kh

nng gii quyt. Mu ny cng nhm gi mt vi thng ip n nhn vin ca bn.
Trc ht phi c hng gii quyt c th trong trng hp khch hng phn nn. Th
hai, bn cn tm hiu xem kin ng gp ca nhn vin nhn ra vn v a ra
gii php nhanh chng (v thng xuyn thc hin). Th ba, mu biu ny chng t rng
cc nhn vin trong cng ty ca bn l mt nhm lm vic c t chc, hot ng v mc
tiu chung. Trong mt t chc kinh doanh c hiu qu th nhng nhn vin c nhng
trc tip tip xc vi khch hng s l nhng ngi lp ra nhng mu biu ny ch
khng phi cc nh qun l.

MU THC HIN DCH V KHCH HNG

Khch hng
in thai:

Ngy gi
Ngi lp
Phng
in thai:

Vn cn gii quyt

TIN TRNH THC HIN

Gi
Thi gian
nhn
Cng vic tin hnh

Phng

xut bc tip theo

Gi
Thi gian
nhn
Cng vic tin hnh

Phng

xut bc tip theo

Gi

Ngi cui cng

Mu iu tra s tho mn ca khch hng

Li ch:S tho mn ca khch hng l nhn t chnh mang li thnh cng. Tm hiu
xem nhng g khch hng ni tt v hot ng kinh doanh ca bn v xem ch no
bn cn ci tin hn na, iu ny s m bo rng cng vic kinh doanh ca bn lun
lun p ng s mong mi ca khch hng. TMu iu tra s tho mn ca khch hng
c thit k di y nhm xem xt thc s khch hng h ngh g v bn. Mu ny
c thit k gip khch hng d dng in v thun tin cho bn nu cn phi iu
chnh cho ph hp vi nhng hot ng ca doanh nghip mnh. Hng dn ny cng
gi nhng phng thc gi phiu iu tra ny n khch hng m bo nhn c
nhng phn hi t h cng nh cch thc hnh ng sau khi nhn c nhng nhn xt
t khch hng.
M t file: File bao gm mt vn bn di hai trang (mt trang hng dn cch thc t
chc cuc iu tra v mt trang l mu iu tra s tho mn ca khch hng) di dng
RTF c th s dng vi phn ln cc chng trnh x l vn bn chy trong mi trng
Windows.
c im c bn: iu tra ny c nhng c im sau:

bao trm mi hot ng ca doanh nghip; sn phm, dch v v

h tr, giao hng, t hng v thanh ton, v thm ch c v i
ng nhn vin. Bn c th d dng iu chnh cho ph hp vi nhu
cu bt c hot ng no ca doanh nghip.
d in; khng cho im t mt n nm v cht lng, khng hi
di dng, trong mu iu tra ch l mt lot cc vn lin quan
n hot ng kinh doanh ca bn v khong trng khch hng
in cu tr li, tt c ch gi gn trong mt trang.
Mt l th i km vi phiu in tra cng c tho sn gip bn.

Phn ch dn trc phiu iu tra cp n:

Cch thc gi phiu iu tra n khch hng.

Lm th no khch hng s in vo phiu v gi li cho doanh
nghip.
Cch thc thc hin hnh ng sau khi nhn c phn hi t
khch hng.

Hng dn iu tra s tho mn ca khch hng.

S tho mn ca khch hng l nhn t chnh mang li thnh cng. Cc bn mong mun
khch hng ca mnh hi lng vi nhng sn phm v dch v m bn cung cp cho h.
Nu khch hng cm thy l hng ho h nhn c xng ng vi ng tin h b ra
th cng vic kinh doanh ca bn s c tin trin tt.. Tm hiu xem nhng g khch

hng ni tt v hot ng kinh doanh ca bn v xem ch no bn cn ci tin hn

na, iu ny s m bo rng cng vic kinh doanh ca bn lun lun p ng s
mong mi ca khch hng.
Mt cuc iu tra v s tho mn ca khch hng l mt phng php thu thp
nhng thng tin qu gi ny. C rt nhiu cch gi phiu iu tra n khch hng
ca bn. Cc phiu iu tra c th gi km n t hng, gi th trc tip thng xuyn
trong mt khong thi gian nht nh, gi v nhn bng fax, ni chung l bng bt c
cch no m bn thy l thun li cho hot ng kinh doanh ca mnh. Rt nhiu phiu
iu tra s khng c gi li nhng nhng phiu iu tra c gi li s b p xng
ng cng sc m bn b ra.
Mu iu tra s tho mn ca khch hng c thit k di y nhm xem xt thc s
khch hng h ngh g v bn. Khng cho im t mt n nm v cht lng, khng
hi di dng, trong mu iu tra ch l mt lot cc vn lin quan n hot ng kinh
doanh ca bn v khong trng khch hng in cu tr li. Vic gii hn s la
chn ca khch hng hai mc " xut xc" v nhu cu cn ci tin s nh mt bc
thng ip r rng ca bn n khch hng, l bn lun mong mun sn phm v
dch v bn cung cp lun sn c v ph hp nht vi h. Phiu iu tra ch nn gi gn
trong mt trang giy khch hng c thi gian tr li. iu ny cng gip cho vic gi
phiu iu tra bng fax thun tin hn. Phi ch thm phn hng dn cho khch
hng bit lm th no gi tr li phiu iu tra hon thnh. Thng bo s fax, bao
gm c phong b dn tem, c ghi a ch hoc bt c thng tin no khc bn c th
nhn c thng tin phn hi t khch hng.
ng qun theo di nhng thng tin t pha khch hng m bn nhn c. Nu bn
phi thay i mt quy trnh, hy tho lun vi nhn vin nhng g bn mun lm v
chn mt cng ty dch v giao nhn lm gip. Qung co nhng g bn lm. Gi th
cm n n nhng khch hng m kin ca h gip bn thay i. Hy cho h bit
rng bn c th thm ch lm tt hn na v khch hng dnh thi gian gip bn ci
thin tnh hnh.
Mu iu tra s tho mn ca khch hng [in trn giy c y thng tin a ch
ca cng ty]
Chng ti lun lun mong mun tm cch ci tin cht lng sn phm v dch v
ca mnh. thc hin iu , chng ti rt mong nhn c kin ca qu khch
hng. Chng ti s v cng bit n nu qu khch hng dnh mt vi pht tr li mt
vi cu hi di y. L mt khch hng quan trng, nh gi ca qu khch hng v
chng ti s l nhng thng tin qu gi nht i vi chng ti. Xin hy gip chng ti
sn phm ca chng ti ngy cng tt hn - v tt nht nu c th!
Xin hy gi phiu iu tra ny sau khi in .... [ni bn mun thu thp li phiu iu tra
bng cch no.]
Xin hy khoanh trn xut xc hay yu cu ci tin v nhng nhn xt c nhn:

Sn phm:

Xut xc

Cn ci tin

Dch v v h tr khch hng: Xut xc

tin

Giao hng:

t hng v qung co:

Nhn vin:

Xut xc

Xut xc

Xut xc

Cn

ci

Cn ci tin

Cn ci tin

Cn ci tin

NGHIN CU V LA CHN TH TRNG MC TIU

Ngi bn c th p dng ba cch tip cn th trng. Marketing i tr l quyt

nh sn xut i tr cng phn phi i tr mt sn phm v mu tnh thu ht tt c cc
loi ngi mua. Marketing sn phm a dng nhm cung ng loi sn phm cho c s
khch hng rng ln. Xc nh th trng mc tiu l quyt nh phn bit cc nhm khc
nhau to nn th trng v pht trin nhng sn phm v Marketing mix tng ng cho
tng th trng mc tiu. Ngy nay ngi bn ang b dn Marketing i tr v to c

im khc bit cho sn phm v chuyn sang Marketing theo mc tiu, bi v cch mi
ny c ch hn trong vic pht trin cc c hi ca th trng, pht trin nhng sn phm
v Marketing mix m bo thng li.
Nhng bc then cht trong vic Marketing theo mc tiu l phn khc th trng,
la chn th trng mc tiu v nh v sn phm. Trc ht chng ta xem xt mt s vn
c bn v o lng v d bo nhu cu th trng. Sau chng ta s tp trung vo
phn on th trng v la chn th trng mc tiu.
1. o lng v d bo nhu cu ca th trng
Cc nh qun tr ca cng ty thng ni n d bo, c tnh, d on, ch tiu tiu
th v hn mc. Trong s ny c nhiu thut ng khng cn thit. Nhng khi nim ch
yu trong vic o lng nhu cu l nhu cu ca th trng v nhu cu cng ty. Trong
phm vi tng khi nim, ta phn bit gia hm nhu cu, d bo v tim nng.
Nhu cu ca th trng
Khi nh gi cc c hi Marketing bc u tin l c tnh tng nhu cu ca th
trng. Tuy nhin khng phi l mt khi nim n gin v ta s thy r qua nh
ngha sau:
+ Nhu cu ca th trng i vi mt sn phm l tng khi lng sn phm m
nhm khch hng nht nh s mua ti mt a bn nht nh v trong mt thi k nht
nh vi mt mi trng Marketing nht nh v chng trnh Marketing nht nh.
D bo th trng
Ch c mt mc chi ph Marketing ngnh trn thc t. Nhu cu ca th trng
tng ng vi mc gi l d bo th trng.
Tim nng ca th trng
D bo th trng th hin nhu cu d kin ca th trng, ch khng phi nhu cu
cc i ca th trng. Sau ny ta s phi hnh dung c mc nhu cu ca th trng i
vi mc chi ph Marketing ngnh rt "cao", khi m vic tip tc tng cng hn na n
lc Marketing s c tc dng kch thch nh i vi nhu cu. Tim nng ca th trng l
gii hn tim cn ca nhu cu ca th trng khi chi ph Marketing ngnh tin n v
hn, trong mt mi trng nht nh.
Nhu cu cng ty

By gi ta sn sng nh ngha nhu cu cng ty. Nhu cu cng ty l phn nhu cu

ca th trng thuc v cng ty.
Qi = SiQ (7-1)
Trong :
Qi = nhu cu ca cng ty i
Si = th phn ca cng ty i
Q = tng nhu cu ca th trng
Phn nhu cu ca th trng thuc v cng ty ph thuc vo ch cc sn phm, dch
v gi c, thng tin ca cng ty c nhn thc nh th no so vi cc i th cnh
tranh. Nu tt c nhng yu t khc u nh nhau th th phn ca cng ty s ph thuc
vo quy m v hiu qu ca cc chi ph Marketing ca cng ty so vi cc i th cnh
tranh. Nhng ngi xy dng m hnh Marketing pht trin v o lng hm mc tiu
th p ng th hin mc tiu th ca cng ty chu tc ng nh th no ca mc chi
ph Marketing, Marketing-mix v hiu qu ca Marketing.
D bo ca cng ty
Nhu cu cng ty m t mc tiu th d kin ca mnh ng vi cc khc nhau ca n lc
Marketing. Ban lnh o ch cn phi la chn mt trong nhng mc . Mc n lc
Marketing c chn s to ra mc tiu th d kin, gi l d bo mc tiu th ca cng
ty.
+ D bo mc tiu th ca cng ty l mc tiu th cng ty d kin cn c vo k
hoch Marketing c chn v mi trng Marketing gi nh.
Mi quan h nhn qu gia d bo v k hoch Marketing ca cng ty rt hay b ri
lon. Ngi ta thng nghe ni rng cng ty cn xy dng k hoch Marketing ca mnh
trn c s d bo mc tiu th ca cng ty. Chui d bo k hoch ch ng khi d bo
c ngha l mt c tnh v hot ng kinh t ca quc gia hay khi nhu cu ca cng ty l
khng th m rng c. Tuy nhin, chui s khng cn ng khi nhu cu ca th
trng l c th m rng c hay khi d bo c ngha l c tnh mc tiu th ca cng
ty. D bo mc tiu th ca cng ty khng to c s quyt nh phi chi ph bao nhiu
cho Marketing, nhng hon ton ngc li, d bo mc tiu th l kt qu ca mt k
hoch chi tiu cho Marketing.

+ Hn mc tiu th l ch tiu th ra cho mt chng loi sn phm, mt chi

nhnh ca cng ty hay i din bn hng. N ch yu l mt cng c qun tr xc nh
v kch thch n lc tiu th.
Ban lnh o ra cc hn mc tiu th trn c s d bo ca cng ty v tm l
ca vic kch thch t cho c ch tiu . Ni chung, hn mc tiu th c ra hi
cao hn mc tiu th c tnh cho lc lng bn hng phi c gng.
+ Ngn sch bn hng l con s tnh thn trng khi lng tiu th d kin v c
s dng ch yu thng qua nhng quyt nh cung ng hin ti, sn xut v lu kim.
Ngn sch bn hng phi tnh n d bo tiu th v nhu cu trnh ri ro qu
mc. Ngn sch bn hng ni chung c ra hi thp hn so vi d bo mc tiu th.
Tim nng ca cng ty
Tim nng tiu th ca cng ty l gii hn tim cn ca nhu cu cng ty khi n lc
Marketing tng ln tng i vi cc i th cnh tranh. ng nhin, gii hn tuyt i
ca nhu cu cng ty l tim nng ca th trng. Hai i lng ny bng nhau khi cng ty
ginh c 100% th trng. Trong hu ht cc trng hp tim nng tiu th ca cng
ty nh hn tim nng ca th trng, cho d chi ph Marketing ca cng ty c tng ln
ng k so vi cc i th cnh tranh. L do l, mi i th cnh tranh u c mt s
ngi mua trung thnh ch ct m nhng n lc ca cc cng ty khc rt kh c th bt
h ra khi cng ty c.
nh gi nhu cu hin ti
By gi ta sn sng nghin cu nhng phng php thc t c tnh nhu
cu hin ti ca th trng. Nhng ngi ph trch Marketing s cn c tnh tng tim
nng ca th trng, tim nng th trng khu vc, tng mc tiu th ca ngnh v cc th
phn.
Tng tim nng ca th trng
Tng tim nng ca th trng l s lng tiu th cc i m tt c cc cng ty c
th c c trong mt ngnh v trong mt thi k nht nh, vi mt mc n lc
Marketing ca ngnh nh v mi trng nht nh. Cch c tnh ph bin l nh
sau:
Q = nqp (7.2)

Trong
Q = tng tim nng ca th trng
n = s ngi mua i vi mt sn phm/th trng nht nh vi nhng gi thit
nht nh
q = s lng m mt ngi mua trung bnh mua
p = gi ca mt n v trung bnh
Tng hp kin ca lc lng bn hng
Trong trng hp khng c iu kin phng vn ngi mua cng ty s yu cu cc
i din bn hng ca mnh c tnh. Mi i din bn hng c tnh xem mi khch
hng hin c v trin vng s mua bao nhiu sn phmr ca cng ty theo tng chng loi.
C mt vi cng ty s dng nhng con s c tnh t lc lng bn hng ca mnh lun
m khng cn i chnh g. Cc i din bn hng c th l ngi bi quan hay lc quan,
hay h c th nhy t thi cc ny sang thi cc khc, bi v h va mi tht bi hay
thnh cng trong vic bn hng. Hn na, h thng khng nm c nhng pht trin
kinh t ln hn v khng bit nhng k hoch Marketing ca cng ty s nh hng nh
th no n mc tiu th tng lai trn a bn ca mnh. H c th c c tnh thp
nhu cu cng ty s ra hn mc tiu th thp hay h c th thiu thi gian chun
b cn thn vic c tnh hoc c th xem l vic khng ng tm.
Cng ty c th c s h tr nht nh hay khen thng khuyn khch lc lng
bn hng c tnh chnh xc hn. Cc i din bn hng c th c cung cp nhng s
liu d bo trc y ca h so vi mc tiu th thc t ca mnh cng nh ti liu
thuyt minh v nhng gi thit ca cng ty i vi kt qu kinh doanh, hnh vi ca i
th cnh tranh, cc k hoch Marketing, v.v Vic lc lng bn hng tham gia d bo
c th c mt s ch li. Cc i din bn hng c th hiu r hn nhng xu hng pht
trin so vi mt nhm bt k no. Thng qua vic tham gia vo qu trnh d bo, cc i
din bn hng c th tin tng hn vo cc hn mc tiu th ca mnh v s c gng hn
hon thnh hn mc. Cch lm d bo t c s cng cn cho ta nhng c tnh chi tit
i vi tng sn phm, a bn, khch hng v tng i din bn hng.
kin chuyn gia
Cc cng ty cng c c nhng d bo do cc chuyn gia thc hin. Cc chuyn gia
y bao gm cc i l, nhng ngi phn phi, nhng ngi cung ng, cc c vn

Marketing v cc hip hi thng mi. Chng hn nh, cc cng ty t nh k tin hnh

thm d cc i l ca mnh v d bo ca h i vi sc cu ngn hn. Tuy nhin,
nhng c tnh ca i l cng c nhng mt mnh v mt yu nh nhng c tnh ca
lc lng bn hng.
Nhiu cng ty mua nhng d bo kinh t v ngnh ca nhng cng ty d bo kinh
t ni ting, nh Data Resources, Wharton Econometric v Chase Econometric. Nhng
cng ty chuyn d bo ny c kh nng chun b nhng d bo kinh t tt hn so vi
cng ty, v h c nhiu d liu hn v c kinh nghim d bo hn.
i khi, cc cng ty cng mi mt nhm chuyn gia lm d bo. Nhng chuyn
gia trao i vi nhau v cc quan im v a ra kt qu c tnh chung ca nhm
(phng php bn bc tp th). Hay h cng c th a ra nhng c tnh ca tng c
nhn ri sau ngi phn tch s tng hp chng li thnh mt kt qu c tnh
(ng gp cc c tnh c nhn). H cng c th a ra nhng c tnh c nhn v nhng
gi thit cng ty r sot, sa li ri sau li tip tc nhng vng c tnh sau
(phng php Delphi).
Phng php th nghim th trng
Trong trng hp ngi mua khng d tnh vic mua sm ca mnh mt cch thn trng
hay cc chuyn gia khng c hay khng ng tin cy, th nn tin hnh th nghim trc
tip trn th trng. Cch th nghim trc tip trn th trng c bit thch hp vi
trng hp d bo mc tiu th sn phm mi hay mc tiu th sn phm c trong knh
phn phi mi hay ti a bn mi.
Phn tch chui thi gian
Nhiu cng ty chun b d bo ca mnh cn c vo mc tiu th trong qu kh. Mc
tiu th qu kh (Q) c phn tch thnh bn thnh phn ch yu.
Thnh phn th nht, xu hng (T), l kt qu ca nhng pht trin c bn v dn
s, hnh thnh vn v cng ngh. N c xc nh bng cch dng mt ng thng hay
ng cong qua cc mc tiu th qu kh.
Thnh phn th hai, chu k (C), th hin chuyn ng sng ca cc mc tiu th.
Nhiu mc tiu th chu tc ng ca nhng dao ng trong hot ng kinh t chung c
xu hng mang tnh cht chu k. Thnh phn chu k c th c ch khi d bo trung hn.
Thnh phn th ba, thi v (S), ni n kiu bin ng nht qun ca mc tiu th
trong mt nm. T thi v y m t theo ngha rng mi dng bin ng mc tiu th
lp i lp li tng gi, tng tun, tng thng hay tng qu. Thnh phn thi v c th lin

quan n cc yu t thi tit, ngy ngh v tp qun mua sm. Dng thi v cho ta mc
chun d bo mc tiu th ngn hn.
Thnh phn th t, nhng s kin tht thng (E) , bao gm nh cng, bo lt, th
hiu nht thi, bo lon, ha hon, nguy c chin tranh v nhng ri lon khc. Nhng
thnh phn bt thng ny khng th d on c v cn loi b khi nhng s liu qu
kh thy r c dng iu bnh thng ca mc tiu th.
Phn tch thng k nhu cu
Phn tch chui thi gian xem cc mc tiu th qu kh v tng li l hm ca thi gian
ch khng phi l ca nhng yu t thc t ca nhu cu. Song c v s cc yu t thc t
tc ng n mc tiu th ca bt k sn phm no. Phn tch thng k nhu cu l mt s
bin php thng k nhm pht hin ra nhng yu t thc t quan trng nht c tc ng
n mc tiu th v nh hng tng i ca chng. Nhng yu t thng c phn
tch nhiu nht l gi c, thu thp, dn s v khuyn mi.
Phn tch thng k nhu cu gm vic biu din mc tiu th (Q) nh mt bin ph
thuc v c gng gii thch mc tiu th nh mt hm ca mt s bin c lp cu nhu
cu (X1, X2, , Xn); ngha l:
Q = f(X1, X2, , Xn)
S dng cch phn tch hi quy bi c th bin i cc dng phng trnh khc
nhau cho ph hp v mt thng k vi nhng s liu trong khi tm kim nhng bin v
phng trnh d bo tt nht.
Nhng nh qun tr Marketing cn c tnh nhu cu hin ti v nhu cu tng lai.
Nhng php o nh lng l rt quan trng i vi vic phn tch c hi ca th trng,
hoch nh chng trnh Marketing v kim sot n lc Marketing. Cng ty thng
chun b mt vi kiu c tnh nhu cu, khc nhau v mc ghp sn phm, quy m
thi gian v quy m khng gian.
2. Phn khc th trng
Cc th trng gm nhng ngi mua u khc nhau v mt hay nhiu mt. H c
th khc nhau v mong mun, sc mua, a im, thi mua sm v cch thc mua
sm. Trong s nhng bin ny, bin no cng c th dng phn khc th trng.
Quan im chung v phn khc th trng

Gi s mt th trng gm su ngi mua. Mi ngi mua u c th l mt th

trng ring, bi v h c nhng nhu cu v mong mun c o. Ngi bn c th thit
k sn phm v/hay chng trnh Marketing ring cho tng ngi mua. V d, hng sn
xut Boeing ch to nhng chic my bay cho mt s hu hn khch hng mua my bay
v m bo sn phm ca mnh theo ca tng khch hng. l mc phn khc th
trng tt nh v c gi l Marketing theo khch hng.
Hu ht nhng ngi bn u khng thy rng vic chiu theo khch khi bn sn
phm ca mnh cho tng ngi mua l c li. Thay v nh vy, h pht hin nhng nhm
ngi mua c nhng yu cu v sn phm v/hay phn ng Marketing khc bit.
Mt khc, ngi bn c th pht hin thy gia nhng ngi mua tr v gi c
nhng nhu cu rt khc nhau. Cch phn khc th trng theo nhm tui cho ta hai khc
th trng, mi khc c ba ngi mua.
Th trng, khc th trng v nhm nh th trng
Thc t cho thy rng mi th trng u c th c phn ra thnh cc khc th
trng, cc nhm nh th trng v cui cng l tng c nhn. Khc th trng l nhng
nhm ln c th nhn bit c trong mt th trng, chng hn nh nhng ngi mua
t c phng tin i li, nhng ngi mua t mun c nhng tnh nng tt, nhng
ngi mua t mun m bo an ton. Nhm nh th trng l mt nhm nh hp hn
c th tm kim mt s nhng ch li c bit. v ngi bn chia th trng l mt nhm
nh hp hn c th tm kim mt s nhng ch li c bt. V ngi bn chia th trng
nh hn na bng cch a thm vo nhng c im xc nh chi tit hn. Nn cc
khc th trng c xu hng phn thnh mt s nhm nh th trng.
Cc khc th trng thng thu ht mt s i th cnh tranh, trong khi nhm
nh th trng ch thu ht mt hay mt vi i th cnh tranh. Nhng ngi lm
Marketing trn nhm nh, th trng chc chn hiu c nhng nhu cu ca nhm nh
th trn n mc l cc khch hng ca h sn sng tr gi cao hn. V d Porsche
bn c xe ca mnh vi gi cao, bi v nhng ngi mua trung thnh ca Cng ty
cm thy rng khng c cng ty t no khc m bo c y mong mun ca
khch hng trong sn phm v dch v n mc nh vy.
Mt nhm nh th trng hp dn c th c nhng c im sau: Cc khch hng
trong mt nhm nh th trng c mt s nhu cu ring bit v c phn phc tp: h sn
sng tr gi cao hn cho Cng ty no tho mn tt nht nhng nhu cu ca h: ngi lm
Marketing ti nhm nh th trng cn chuyn mn ho hot ng ca mnh th mi c

th thnh cng cc i th cnh tranh khng d g tn cng c ngi dn u nhm

nh th trng.
Nhng cng ty nng ng ang chuyn nhanh qua Marketing nhm nh th trng.
By gi Cng ty Marriott c nhiu loi khch sn nh Mariott hotel. Marriott Suite hotel,
Residence inns Courtyard by Marriott v Fairfield inns, mi khch sn nhm phc v mt
nhm khc hng khc nhau. American express khng ch bn nhng th xanh, m cn
bn c th vng th cng ty v c th bch kim phc v cho nhm khch hng khc
nhau. Nike sn xut cc loi giy th thao khc nhau cho nhng hot ng th thao, nh
nhy, i b, chi bng r, chi qun vt v cn phn nh hn na. Mt gim c Cng ty
nhn xt: "S khng c nhng th trng cho nhng sn phm m mi ngi u thch
mt cht, m ch c th trng cho nhng sn phm m mt ngi no thch tht
nhiu". Mt gim c Cng ty ho cht d on rng trong tng lai Cng ty ho cht
chin thng s l Cng ty no c th pht hin c nhng nhm nh th trng v
chuyn mn ho nhng ho cht ca mnh phc v cc nhu cu ca tng nhm nh th
trng. Theo Linneman v Stanton, nhng ngi khai thc nhm nh th trng s tm
c kho bu v cc Cng ty s phi hng vo nhm nh th trng hay tr thnh nhm
nh th trng.
Cc kiu phn khc th trng
Trc y ta phn khc th trng theo thu nhp v tui tc, v kt qu thu c
nhng khc th trng a l nhn khu khc nhau. Gi s, v vy ta ngh ngi mua
cho bit h mong mun hai tnh cht ca sn phm n mc no (trong trng hp
kem th gi d l kem v ngt). Mc ch l pht hin nhng khc th trng c s
thch khc nhau. C th xy ra ba dng khc nhau.
+ S thch ng nht: Th hin mt th trng trong tt c ngi tiu dng u
c s thch i loi nh nhau. Th trng ny khng th hin r cc khc t nhin. Ta c
th d on rng nhng nhan hiu hin c u tng t nh nhau v cm li gia.
+ S thch phn tn: thi cc khc, s thch ca ngi tiu dng c th phn tn
ri rc khp mi ni, chng t rng ngi tiu dng c nhng s thch khc nhau rt
nhiu. Nhn hiu u tin tham d th trng c th chim v tr trung tm thu ht
c nhiu ng nht. Nhn hiu trung tm s gim n mc ti thiu mc khng
tho mn chung ca ngi tiu dng. i th cnh tranh th hai c th chim v tr k vi
nhn hiu th nht v u tranh ginh th phn. Hay n c th chim v tr gc thu
ht mt nhm ngi tiudng khng hi lng vi nhn hiu trung tm thu ht c
nhiu ngi nht. Nhn hiu trung tm s gim n mc ti thiu mc khng tho
mn chung ca ngi tiu dng. i th cnh tranh th hai c th chim v tr k vi

nhn hiu th nht v u tranh ginh th phn. Hay n c th chim v tr gc thu

ht mt nhm ngi tiu dng khng hi lng vi nhn hi trung tm. Nu trn th
trng c mt s nhn th chng c th nm ri rc khp ni v th hin nhng s khc
bit thc s khc nhau v s thch ca ngi tiu dng.
+ S thch cm li: Th trng c th c nhng cm s thch khc nhau, gi l
nhng khc th trng t nhin. cng ty u tin trn th trng ny c ba cch chn. N
c th chim v tr trung tm thu ht tt c cc nhm (Marketing khng phn bit). N
c th chim v tr khc th trng ln nht (Marketing tp trung). N c th chim mt
s nhn hiu, mi nhn hiu chim v tr mt khng th trng khc nhau (Marketing
phn bit). R rng l nu Cng ty u tin ch pht trin mt nhn hiu, th cc i th
cnh tranh s nhy vo v tung ra nhng nhn hiu khc trn th trng khc th trng
cn li.
Quy trnh phn khc th trng
Ta thy rng c th pht hin cc khc th trng v nhm nh th trng bng
cch vn dng mt chui cc bin chia nh th trng. Sau y l mt minh ho:
Mt hng hng khng quan tm n vic thu ht nhng ngi cha i my bay
(bin phn khc th trng: Tnh trng ca ngi s dng). Nhng ngi cha i my
bay, bao gm nhng ngi s i my bay, nhng ngi bng quan v nhng ngi mun
i my bay (bin phn khc th trng: Thi ). Trong nhng ngi cm thy nn i
my bay c nhng ngi thu nhp cao c th c tin i my bay (bin phn khc
th trng: Thu nhp). Hng hng khng c th quyt nh chn mc tiu l nhng ngi
c thu nhp cao, c thi ng h chuyn i my bay, nhng ch cha bay ln no.
y ny sinh mt cu hi: C mt quy trnh chnh thc pht hin nhng khc
th trng ch yu khng? C mt phng php ph bin m cc Cng ty nghin cu
Marketing s dng. Quy trnh ny gm ba bc:
1. Giai on kho st:
Nh nghin cu tin hnh phng vn thm d v tp trung vo cc nhm hiu
su hn nhng ng c, thi v hnh vi ca ngi tiu dng, S dng nhng kt qu
thu c, ngi nghin cu son tho mt mu phiu cu hi thu nhp nhng s liu
v:
+ Nhng tnh cht v xp hng tm quan trng ca chng

+ Mc bit n nhn hiu v xp hng nhn hiu

+ Cc dng s dng sn phm
+ Thi i vi nhng loi sn phm
+ Nhng s liu v nhn khu hc, tm l v phng tin truyn thng a thch ca
nhng ngi tr li.
2. Giai on phn tch:
Ngi nghin cu p dng cc cch phn tch yu t i vi cc s liu loi b
nhng bin c lin quan cht ch. Sau ngi nghin cu s p dng cch phn tch
cm to ra mt s nht nh nhng khc th trng khc nhau nhiu nht.
3. Thi xc nh c im:
By gi mi cm c xc nh c im phn bit v thi , hnh vi, nhn khu
hc, tm l v thi quen s dng phng tin truyn thng. Mi khc th trng c th
c t tn da theo c im khc bit ni bt nht. Chng hn nh, khi nghin cu th
trng ngh ngi Andreasen v Belk pht hin c su khc th trng: Ngh th
ng nh, a thch hot ng th thao, tho mn cuc sng ni tm, tham gia hot ng
vn ho, hot ng nh, hot ng x hi. H thy rng cc t chc biu din ngh
thut c th bn c nhiu v nht khi nhm mc tiu vo nhm thch tham gia hot
ng vn ho v nhng ngi thch hot ng x hi.
Quy trnh phn khc th trng ny phi c lp li nh k, bi v cc khc th
trng thay i. V d, Henry Ford khng nh rng ch c gi c l quan trng. V th
m General Motors vt ford nh tung ra nhng nhn hiu xe nhm vo cc khc th
trng thu nhp khc nhau. Sau Volkswagen v cc hng sn xut t Nht nhn
thy tm quan trng ngy cng tng ca kch thc xe nh v tit kim nhin liu v l
nhng tnh cht m ngi tiu dng la chn. Ri sau t lu na, ngi Nht nhn thy
khc th trng nhng ngi mua xe cn cht lng v tin cy ngy cng pht trin.
Rt hay c trng hp, Cng ty mi t ph c vo mt th trng n nh nh pht
hin c nhng kh nng phn khc th trng mi ti th trng .
Mt cch pht hin ra khc th trng mi l nghin cu th bc ca cc tnh
cht m ngi tiu dng cn c vo la chn mt nhn hiu. Vo nhng nm 1960,
hu ht nhng ngi mua xe u quyt nh trc tin l v hng sn xut ri sau mi
n kiu xe ca hng . iu ny c th hin thnh th bc ca nhn hiu thnh hnh.

Chng hn nh mt ngi mua c th chung xe ca hng General Motors v trong tp

xe li thch xe Pontiac. Ngy nay, nhiu ngi mua quyt nh trc tin l nc sn
xut xe m h mun mua. Chng hn nh ngy cng c nhiu ngi mua quyt nh
trc tin l h mun mua xe Nht, ri sau mi c th ni n s thch cp th hai l
Toyota, ri tip n s thch th ba l kiu xe Cresida ca Toyota. T rt ra mt bi
hc l Cng ty phi theo di nhng thay i trong th bc cc tnh cht m ngi tiu
dng sp xp v iu chnh theo nhng u tin lun thay i ca ngi tiu dng.
Th bc cc tnh cht cng th hin cc khc th trng khch hng. Nhng ngi
mua quyt nh trc tin v gi thuc nhm chi phi, nhng ngi quyt nh trc tin
v kiu xe (v d, xe th thao, xe ch khc, xe c khoang ) thuc nhm kiu xe chi
phi, nhng ngi quyt nh trc tin v nhn hiu thuc nhm nhn hiu chi phi
v.v... Ta c th tip tc v pht hin nhng ai l thuc nhm kiu/gi nhn hiu chi phi,
theo th t hp thnh khc th trng khc; v.v... Mi khc c th c nhng c
im khc bit v nhn khu hc, tm l v s thch i vi phng tin truyn thng.
chnh l l do c tn l l thuyt chia ct th trng.
C s phn khc th trng ngi tiu dng
phn khc th trng ngi tiu dng ngi ta s dng nhng bin khc nhau. Nhng
bin ny thuc hai nhm ln. Mt s ngi nghin cu c gng hnh thnh cc khc th
trng, bng cch xem xt nhng c im ca ngi tiu dng. H s dng ph bin
nhng c im nhn khu hc, a l v tm l. sau h nghin cu xem nhng nhm
khch hng c nhng nhu cu hay phn ng vi sn phm khc nhau khng. V d, h
c th nghin cu v nhng thi khc nhau ca ngi hnh ngh chuyn nghip,
nhng cng nhn c xanh v nhng nhm ngi khc i vi s an ton chng hn vi
tnh cch l mt ch li ca xe t.
C nhng ngi nghin cu li c gng hnh thnh cc khc th trng bng cch
xem xt phn ng ca ngi tiu dng i vi nhng ch li tm kim, nhng dp s
dng hay nhn hiu. Sau khi hnh thnh cc khc th trng, ngi nghin cu xem
xt xem nhng c im khc nhau ca ngi tiu dng c gn lin vi tng khc th
trng theo phn ng ca ngi tiu dng. v d, ngi nghin cu c th nghin cu
xem nhng ngi mun cht lng v nhng ngi mun gi thp, khi mua t c khc
nhau v cc c im a l, nhn khu v tm l khng.
Phn khc th trng theo yu t a l
Phn tch th trng theo yu t a l i hi phi chia th trng thnh nhng n
v a l khc nhau nh quc gia, bang, vng, tnh, thnh ph, hay x. Cng ty c th
quyt nh hot ng trong mt hay mt vi vng a l hay hot ng trong tt c cc

vng, nhng ch n nhng s khc bit v cc nhu cu v s thch ca tng vng a

l. Mt s cng ty cn chia nhng thnh ph ln thnh nhng a bn nh hn:
Phn khc th trng yu t nhn khu hc
Phn khc th trng theo yu t nhn khu hc l phn chia th trng thnh
nhng nhm trn c s nhng bin nhn khu hc nh tui tc, gii tnh, quy m gia
nh, chu k sng ca gia nh, thu nhp, ngh nghip, hc vn, tn gio, chng tc v
dn tc. Cc bin nhn khu hc l c s ph bin nht phn bit cc nhm khch
hng. L do th nht l nhng mong mun, s thch v mc s dng ca ngi tiu
dng thng gn b cht ch vi cc bin nhn khu hc. Th hai l cc bin nhn khu
hc d o lng hn hu ht cc bin khc. Ngay c khi th trng mc tiu c xem
xt khng phi theo yu t nhn khu hc (chng hn nh theo kiu nhn cch) th vn
cn thit phi suy tr li cc c im nhn khu hc bit quy m ca th trng mc
tiu, phng tin truyn thng tip cn n c hiu qu.
Tui tc tr thnh mt du hiu d bo ti v thi gian xy ra nhng s kin
trong cuc i cng nh l mt du hiu d bo ti v sc kho, cng v cng tc, tnh
trng gia nh ca mt ngi v v vy cng d bo ti v s quan tm, ngh nghip v
nhu cu ca mt ngi. Ta c nhng hnh nh a dng v nhng ngi cng mt la tui;
c ng gi 70 tui ngi trn xe ln v cng c ng gi 70 tui trn sn qun vt. Tng t
nh vy, c nhng ngi mi 35 tui a con vo trng i hc v cng c nhng
ngi 35 tui i mua sm nhng chm sc tr s sinh, v th m nhng ngi ln
chc ng b nm trong khong la tui t 35 n 75 tui.
Gii tnh
Vic phn khc th trng theo gii tnh c p dng t lu i vi qun o,
dng chm sc tc, m phm v tp ch. i khi nhng ngi lm Marketing khc cng
pht hin thy c c hi phn khc th trng theo gii tnh. Hay xt th trng thuc
l, trong hu ht cc nhn hiu u c c nam ln n ht. Tuy nhin, ngy cng xut
hin nhiu nhng nhn hiu dnh cho n gii, nh Eve v Virginia Slims, c to
hng v thch hp, bao b v cc qung co u nhm tng thm v n tnh. Ngy nay
khng th c chuyn nam gii ht thuc Eve cn n gii th li ht thuc Camels. Mt
ngnh khc cng thy c kh nng phn khc th trng theo gii tnh l ngnh ch to
t. Trc kia t c thit k ch yu thu ht nam gii. Tuy nhin, do ngy cng c
nhiu ph n c xe ring mt s hng sn xut thit k nhng kiu xe nht nh thu
ht n gii, mc d khng qung co chng t rng l xe dnh cho n gii.

Thu nhp.
Phn khc th trng theo thu nhp cng l mt thng l c t lu i vi nhng
loi sn phm v dch v nh t, ca n, qun o, m phm v du lch. Tuy nhin, thu
nhp khng phi bao gi cng d bo trc khch hng tt nht i vi mt sn phm
nht inh. Nhng cng nhn c xanh l nhng ngi mua Tivi mu u tin, v i vi
h mua Ti vi cn r hn l i xem phim v nh hng. Coleman vch ra s khc bit
gia nhng khc th trng "b thit thi v quyn li" v nhng khc th trng "c
u i qu mc" ca tng tng lp x hi. Nhng ngi mua nhng chic xe kinh t nht
khng phi l nhng ngi ngho tht s, m li l "nhng ngi ngh l mnh ngho so
vi nhng kht vng ca mnh v nhng nhu cu v qun o, c v nh ca mt
mc nht nh m h khng th tin mua, nu h mua mt chic xe t tin
hn". Mt khc, nhng khc th trng c u i qu mc ca mi tng lp x hi li
c khuynh hng mua nhng chic xe gi trung bnh v t tin.
Phn khc th trng theo yu t tm l
Trong cch phn khc th trng theo yu t tm l, ngi mua c chia thnh
nhng nhm khc nhau cn c vo tng lp x hi, li sng hay nhn cch. Nhng ngi
trong cng mt nhm nhn khu hc c th c nhng c im tm l rt khc nhau
Tng lp x hi.
Tng lp x hi c nh hng mnh m n s thch ca mt ngi v t, qun
o, c trong nh, hot ng ngh ngi, thi quen c sch bo, cch la chn ngi
bn l v.v.. Nhiu cng ty thit k sn phm v hay dch v cho nhng tng lp x hi
nht nh.
Li sng.
Ta cng thy rng s quan tm n sn phm ca mi ngi chu nh hng ca
li sng ca h. Trn thc t hng ho h tiu dng th hin r li sng ca h. Ngy
cng c nhiu ngi lm Marketing phn khc th trng theo li sng ca ngi tiu
dng.
Volkswagen thit k t theo li sng. Xe cho nhng "cng dn tt" ch trng
n kinh t, an ton v sinh thi, xe cho nhng ngi "chi xe" ch trng n cch ieu
khin, tnh c ng v tnh th thao . Mt Cng ty nghin cu phn loi ngi mua
t thnh su loi: "Ngi yu thch t", "ngi c quan im n ho", "ngi thch tin
nghi", "ngi hoi nghi v t", "ngi buc phi li xe" v "ngi bi xch t".

Cc hng sn xut qun o ph n lm theo kin ca Du Pont v thit k cc

kiu qun o khc nhau cho "ph n bnh thng", "ph n yu thch thi trang" v "ph
n tng n ng".
Cc cng ty thuc l pht trin nhng nhn hiu cho "ngi nghin thuc nng",
"ngi ht thuc khng thng xuyn" v "ngi ht thuc k tnh".
Nhng Cng ty sn xut m phm, ru bia v g ang tm kim nhng c hi
trong cch phn khc th trng theo li sng. Tuy nhin, cch phn khc th trng theo
li sng khng phi lc no cng thch hp, chng hn nh cng ty Nestle tung ra mt
trong nhng nhn hiu c bit ca loi c ph khng cha caphein cho nhng ngi
phi thc m v tht bi.
Nhn cch:
Nhng ngi lm Marketing s dng bin nhn cch phn khc th trng.
H to cho sn phm ca mnh nhng nhn cch theo nhn hiu tng ng vi nhng
nhn cch ca ngi tiu dng. Vo cui nhng nm 50, nhng kiu xe Ford v
Chevrrolet xng l c nhn cch khc nhau. Nhng ngi mua xe Ford c xem
l ngi "c tnh c lp, hp tp, n ng, nhy bn vi s thay i v t tin, trong khi
nhng ngi mua xe Chevrolet c xem l bo th, tn tin, thch c uy th, t tnh n
ng hn v khng thch s cc oan". Wesfall tm thy bng chng v s khc bit
nhn cch gia nhng ngi ch xe mui lt v mui c nh. Nhng ngi ch xe mui lt
t ra hot bt, hp tp v d chan ho. Hin nay hng Nike ang s dng nhn cch ca
nhng vn ng vin in kinh nht nh, nhngi sao bng r Michael Jordan lm c
im cho nhn hiu thu ht nhng ngi hm m Michael Jordan mua giy Nike
Phn khc th trng theo hnh vi
Trong cch phn khc th trng theo hnh vi, ngi mua c chia thnh nhiu
nhm cn c vo trnh hiu bit, thi , cch s dng v phn ng i vi sn phm.
Nhiu ngi lm Marketing tin chc rng cc bin hnh vi v im xut pht tt nht
to dng cc khc th trng.
L do mua hng:
C th phn loi ngi mua da theo l do ny sinh nhu cu, mua hng hay s
dng sn phm. V d, l do i my bay c th l i cng tc, i ngh hay v chuyn
gia nh. cng ty hng khng c th chuyn vo vic phc v nhng ngi hay c mt

trong nhng l do . Chng hn nh, cc hng hng khng cho thu my bay phc v
nhng ngi i ngh tp th.
Vic phn khc th trng theo l do mua hng c th gip cc cng ty nng cao
mc s dng sn phm. V d, nc cam thng c s dng nhiu nht trong ba n
sng. Cng ty sn xut nc cam c th c gng qung co nn ung nc cam c vo
nhng dp khc, nh n tra, n ti, bui tra, Nhng ngy l nht nh, chng hn nh
ngy l ca b m v ngy l ca ng b, c qung co ring tng mc tiu th
bnh ko v hoa.
ch li
Mt hnh thc phn khc th trng rt c tc dng l phn loi ngi mua theo
nhng ch li khc nhau m h ang tm kim sn phm. Mt trong nhng cch phn
khc th trng theo ch li thnh cng nht ca Heley. ng nghin cu th trng
thuc nh rng (Xem bng 7-1). Kt qu nghin cu ca Haley pht hin c bn
khc th trng theo ch li: Kinh t, tc dng cha bnh, tc dng thm m v mi v.
Mi nhm tm kim ch li c nhng c im nhn khu hc, hnh vi v tm l ring.
V d, nhng ngi tm kim tc dng phng su rng c gia nh ng ngi, l nhng
ngi s dng nhiu thuc nh rng v bo th. Mi khc th trng cng c nhng
nhn hiu a thch nht nh. Cng ty sn xut thuc nh rng c th s dng nhng kt
qu thu c ny tp trung vo nhng nhn hiu hin c c a thch hn v tung ra
nhng nhn hiu mi. Chng hn nh Procter v Gamble tung ra thuc nh rng
Crest c ch li "phng chng su rng" v thnh cng m mn. "Phng chng su
rng" tr thnh mt cch cho hng c o ca h. Mt cch cho hng c o
(USP) c tc dng mnh hn l mt cch trnh by c o (UP). v d, thuc nh rng
mu ta trong rt c o, nhng chc chn l s khng bn c.
Bng 7-1. Phn khc th trng thuc nh rng theo ch li

Khc th trng

Kinh t (gi h)

c im nhn c
khu hc
hnh vi
n ng

im c im tm Nhn hiu c u
l
thch

Tnh t lp cao
Nhng nhn hiu
S dng nhiu Hng vo gi
ang bn
tr

Tc dng cha
Mc
Gia nh ng
bnh (phng su
S dng nhiu chng
bnh Crest
ngi
rng)
tng, bo th
Tc dng thm
Ngi
Thanh, thiu nin
m (rng bng)
thuc
Mi v (c mi v
Tr em
d chu)

ht

Rt
ci Maclean's
m v hot ng Brite

Ultra

Rt hng
Thch ko gm hi tham gia
Colgate, Aim
bc h
hot ng, yu
i

Tnh trng ngi s dng:

Nhiu th trng c th phn khc theo nhng nhm ngi khng s dng, ngi
tng s dng, ngi s dng ln u v ngi s dng thng xuyn mt sn phm
no . Chng hn nh cc ngn hng mu khng c ch da vo nhng ngi hin
mu thng xuyn cung cp mu. H phi chiu m nhng ngi mi hin mu ln
u v gi lin h vi nhng ngi tng hin ma, v mi nhm ny i hi mt
chin lc Marketing ring bit. V tr ca Cng ty trn th trng cng s nh hng n

mc tiu ca Cng ty. Nhng ngi dn u th phn s tp trung vo nhng ngi s

dng tim n hp dn, trong khi nhng cng ty nh hn li tp trung vo nhng ngi s
dng hin c, hp dn, xa ngi dn u th trng.
Mc s dng.
Th trng cng c th phn khc theo nhng nhm s dng t, va phi v nhiu
sn phm . Nhng ngi s dng nhiu thng chim mt t l phn trm nh ca th
trng, nhng chim mt t l phn trm ln trong khi lng tiu dng .
Nhng ngi s dng nhiu sn phm thng c chung nhng c im nhn khu
hc, tm l hc v thi quen s dng cc phng tin truyn thng.
Mc trung thnh:
Th trng, c th phn khc theo mc trung thnh ca ngi tiu dng. Ngi
tiu dng c th trung thnh vi nhn hiu (Coca - Cola), ca hng (Sears) v nhng thc
th khc. Gi s c 5 nhn hiu A, B, C, D v E. Ngi mua c th c phn ra thnh
bn nhm theo mc trung thnh vi nhn hiu ca h.
+ Trung thnh v iu kin: Nhng ngi tiu dng lun lun mua mt nhn hiu.
V vy s hnh vi mua sm kiu A, A, A, A, A,A c th th hin mt ngi trung thnh
v hn vi nhn hiu A.
+ Trung thnh tng i: Nhng ngi tiu dng trung thnh vi hai hay ba nhn
hiu. S hnh vi mua sm kiu A, A, B, B , A, B th hin mt ngi tiu dng trung
thnh vi hai nhn hiu A v B. Nhm ny ang tng ln nhanh chng. Hin nay ngy
cng c nhiu ngi mua sm trong phm vi mt vi nhn hiu c th chp nhn c, v
theo h tng ng vi nhau.
+ Trung thnh khng c nh: Nhng ngi tiu dng thay i s thch t nhn
hiu ny sang nhn hiu khc. s hnh vi mua sm kiu A,A,A,B,B,B th hin mt
ngi tiu dng thay i lng trung thnh vi nhn hiu t nhn hiu A sang nhn hiu B.
+ Khng trung thnh: Nhng ngi tiu dng khng t ra trung thnh vi bt k
nhn hiu no. s hnh vi mua sm kiu A, C, E, B, D, B th hin mt ngi tiu dng
khng trung thnh, h hoc l thuc loi ngi gp g mua ny (mua nhn hiu ang bn)
hoc l thuc loi ngi thch a dng (mun mua mi ln mt th khc nhau).

Mi th trng u bao gm nhng s ngi mua khc nhau thuc bn nhm ny.
Mt th trng trung thnh vi nhn hiu l th trng trong nhng ngi mua trung
thnh tuyt i vi nhn hiu chim t l phn trm cao. Chng hn nh th trng thuc
nh rng v th trng bia l nhng th trng c mc trung thnh cao vi nhn hiu.
Nhng cng ty bn hng trn th trng trung thnh vi nhn hiu s rt kh tng th
phn ca mnh v nhng cng ty mun xm nhp nhng th trng nh vy rt kh c
th thc hin c.
Cng ty c th bit c rt nhiu iu khi phn tch s trung thnh trn th trng
ca mnh. H cn nghin cu nhng c im ca nhng ngi trung thnh v iu kin
vi sn phm ca mnh. Cng ty Colgate pht hin thy rng nhng ngi trung thnh v
iu kin ca mnh phn ln thuc tng lp trung lu, c gia nh ng ngi v quan
tm n sc kho. iu ny ch r th trng mc tiu cho Cng ty Colgate.
Khi nghin cu nhng ngi trung thnh tng i ca mnh, Cng ty c th ch ra
nhng nhn hiu no ang cnh tranh gay gt nht vi nhn hiu ca mnh. Nu nhiu
ngi mua Colgate cng mua Crest, th cng ty c th tnh n chuyn ci thin v tr ca
mnh so vi Crest bng cch, c th l, qung co so snh trc tip.
Bng nghin cu nhng khch hng b nhn hiu ca mnh chuyn sang nhn
hiu khc, Cng ty c th bit c nhng im yu v Marketing ca mnh v hy vng
chn chnh chng. Cn v nhng ngi khng trung thnh th i ng ca h ngy cng
ng. Cng ty c th thu ht h bng cch thng xuyn cho hng vi h. Song h c
th khng ng thu ht.
Mt iu cn ch : Mt hnh vi mua sm c v l trung thnh vi nhn hiu c th
ch phn nh thi quen, s v tnh, gi r, chuyn sang nhn hiu khc s tn km, hay
khng c sn nhng nhn hiu khc. Cng ty phi nghin cu nhng ci ng sau hnh
vi mua sm quan st c.
Mc sn sng ca ngi mua. Th trng bao gm nhng ngi c mc sn
sng mua khc nhau i vi mt sn phm. c ngi khng bit n sn phm , c
ngi th bit n, c ngi nghe ni n, c ngi th c quan tm n v c ngi
mong mun c sn phm , c ngi c nh mua. Nhng con s t l nhng nhm
ngi ny c nh hng rt ln n vic thit k chng trnh Marketing.
Thi .

C th thy c nm nhm thi trn mt th trng: Vui mng, tt, bng quang,
xu v th ght. Nhng ngi i vn ng tng nh trong mt cuc vn ng chnh tr s
dng thi ca cc c tri xc nh cn dnh bao nhiu thi gian cho mt c tri xc
nh cn dnh bao nhiu thi gian cho mt c tri. H cm n nhng c tri vui mng ng
h v nhc nh h i b phiu. H cng c thm nhng ngi c thi ng h. H c
gng tranh th l phiu ca nhng c tri bng quan. H khng dnh thi gian c gng
lm thay i thi ca nhng c tri c thi xu v th ght. Nu nh cc thi c
mi tng quan vi nhng c im nhn khu hc th mt chnh ng c th xc nh
c c hiu qu hn nhng qun chng c trin vng nht.
C s phn khc th trng t liu sn xut
Cc th trng t liu sn xut c th c phn khc theo rt nhiu nhng bin
s dng phn khc th trng ngi tiu dng, nh cc bin a l, ch li tm kim v
mc s dng. Tuy vy, cng c thm nhng bin mi. Bonoma v shapiro ngh
phn khc th trng t liu sn xut theo cc bin nu trong bng 7-2. Cc bin nhn
khu hc l quan trng nht, sau n cc bin khai thc, ri cui cng l c im c
nhn ca ngi mua.
Nhn khu hc
+ Ngnh:

Ta nn tp trung vo ngnh no?

+ Quy m cng ty:

Ta nn tp trung vo nhng cng ty c quy m nh th no?

+ a im:

Ta nn tp trung vo nhng vng a l no?

Cc bin khai thc

+ Cng ngh:

Ta nn tp trung vo nhng cng ngh no ca khch hng?

+ Tnh trng ngi s Ta nn tp trung vo ngi s dng nhiu, trung bnh, t hay,
dng/khng s dng
nhng ngi khng s dng?
+ Nng lc ca khch hng

Ta nn tp trung vo nhng khch hng cn nhiu hay t dch

v?

Phng thc cung ng

+ T chc chc nng cung Ta nn tp trung vo nhng cng ty t chc cung ng tp
ng:
trung cao hay phn cp?
+ C cu quyn lc:

Ta nn tp trung vo nhng cng ty do k tht chi phi, ti

chnh chi phi , v.v...

+ Tnh cht ca nhng mi Ta nn tp trung vo nhng cng ty c quan h cht ch

quan h hin c:

hay ch theo ui nhng Cng ty mong mun nht?

+ Chnh sch mua sm Ta nn tp trung vo nhng cng ty thch thu mua, hp ng

chung
dch v, mua sm qua h thng hay u thu?
+ Tiu chun mua sm

Ta nn tp trung vo nhng cng ty tm kim cht lng,

dch v hay gi c?

Nhng yu t tnh hung

+ Khn cp

Ta c nn tp trung vo nhng cng ty cn gia hng hay dch

v nhanh v t xut khng?

+ ng dng c bit

Ta c th tp trung vo nhng ng dng nht nh ca sn

phm ca mnh hay l vo tt c cc ng dng?

+ Quy m n t hng

Ta c th nn tp trung vo nhng n hng ln hay nh

khng?

c im c nhn
+ Ngi mua, ngi bn Ta c nn tp trung vo nhng Cng ty c con ngi v gi
tng t nh nhau:
tr tng t nh ta khng?
+ Thi i vi ri ro

Ta c nn tp trung vo nhng khch hng chp nhn ri ro

hay n trnh ri ro khng?

+ Lng trung thnh:

Ta c nn tp trung vo nhng cng ty t ra rt trung thnh

vi nhng ngi cung ng ca mnh khng?

Bng 7-2. Cc bin ch yu phn khc th trng t liu sn xut

Bng ny lit k nhng cu hi ch yu m nhng ngi hot ng trn th trng
t liu sn xut cn t ra xc nh xem nn phc v khc th trng v khch hng
no. Chng hn nh, Cng ty v xe cao su trc tin cn quyt nh xem mnh mun
phc v ngnh no, ng thi lu n nhng im khc bit sau:
Nhng hng sn xut t c nhng yu cu khc nhau, nhng hng sn xut xe
sang trng mun c v xe cao cp hn nhiu so vi nhng hng sn xut xe tiu chun.
V nhng v xe m cc hng sn xut my bay cn phi p ng nhng tiu chun an
ton cao hn nhiu so vi nhng v xe m nhng hng sn xut my ko nng nghip
cn.
Trong phm vi mc tiu chn, cng ty c th phn khc tip theo quy m ca
khch hng. Cng ty c th xy dng nhng cng trnh ring bit lm n vi nhng

tiu chun an ton cao hn nhiu so vi nhng v xe m nhng hng sn xut my ko

nng nghip cn.
Trong phm vi mc tiu chn, cng ty c th phn khc tip theo quy m ca
khch hng. Cng ty c th xy dng nhng Cng trnh ring bit lm n vi nhng
khch hng ln v nh.
Nhng ngi hot ng trn th trng t liu sn xut ni chung, pht hin cc
khc th trng thng qua mt qu trnh phn khc lin tip. Hy xt trng hp mt
Cng ty nhm:
Cng ty sn xut nhm trc tin tin hnh phn khc v m gm ba bc. H suy
tnh xem s phc v th trng s dng cui cng no. t, nh hay lon nc gii
kht. Khi la chn th trng nh , Cng ty cn xc nh ng dng hp dn nht ca sn
phm. Vt liu bn thnh phm, cc ph liu xy dng hay nh lu ng bng nhm. Khi
quyt nh tp trung vo cc ph liu xy dng cng ty cn xem xt quy m khch hng
tt nht v la chn nhng khch hng ln. Bc th hai l phn khc vi m. Cng ty
phn bit gia nhng khch hng mua theo gi, theo dch v hay theo cht lng. V
cng ty nhm c s trng v dch v, nn quyt nh tp trung vo khc th trng c
ng c l dch v.
Ngay c cch phn khc th trng ny cng mc nhin cng nhn mt ch li duy
nht l phc v vic la chn sn phm trong phm vi mi khc th trng t liu sn
xut cn c vo giai on trong qu trnh thng qua quyt nh mua sm:
1. Khch hng trin vng mua ln u: Nhng khch hng ny mua hng ln no.
H mun muaca mt nhn vin bn hng hay ca mt ngi bn hiu bit cng vic
kinh doanh ca h, gii thch c r rng mi iu v h c th tin cy c.
2. Khch hng mi: Nhng khch hng ny mua sn phm. H mun c ti liu
hng dn d hiu, mc hun luyn s dng k thut v nhng i din bn hng c
hiu bit.
3. Khch hng kn chn: Nhng khch hng ny mun m bo bo tr v sa cha
nhanh chng, sn phm sn xut theo khch hng, v mc h tr k tht cao.
Robertson v Barich cho rng nhng khc th trng, ny c th c nhng s thch khc
nhau i vi knh phn phi. v d, nhng khch hng trin vng mua ln u s thch
lm vic vi nhn vin bn hng ca Cng ty ch khng thng qua knh bn hng theo
catalog gi th trc tip, v nhng phng thc sau ny cung cp qu t thng tin. Nhng

khi th trng sung mn, ngy cng nhiu ngi mua tr nn kn chn v c th a
thch cc knh khc nhau. Tuy nhin, nhng cng ty cam kt vi nhng knh c hiu
qu trong nhng giai on trc y ca th trng s mt kh nng linh hot trong vic
gi khch v tho mn nhng khch hng kn chn.
Robertson v Barich tin chc rng quy trnh ca h rt hu ch i vi lc lng
bn hng trong vic lp k hoch ving thm ca mnh. H phn nn rng cc cn b
qun tr cp cao thng hay qu nhit tnh vi mt cch phn khc th trng chin lc
nghe c v hay, rt nhiu tin vo vic hon thin n cui cng mi pht hin ra l
lc lng bn hng khng th s dng n c.
Rangan, Moriarty v Swartz nghin cu mt th trng hng ho sung mn
kim tra s xut hin bnh thng ca hai khc th trng t liu sn xut: Nhng ngi
mua thch gi h v t dch v, v nhng ngi mua sn sng tr gi cao hn cho dch v
nhiu hn. H s ngc nhin khi pht hin thy bn khc th trng t liu sn xut.
1. Ngi mua theo k hoch: Nhng ngi mua ny xem sn phm khng qu
quan trng i vi hot ng ca mnh. H mua n nh mt mt hng thng thng. H
thng thanh ton y gi mua v i hi dch v di mc trung bnh. R rng l
th trng rt c li cho ngi bn.
2. Ngi mua theo quan h: Nhng ngi mua ny xem sn phm quan trng
mc va phi v rt am tng v nhng hng ho cnh tranh. H c hng khon
chit khu nh cng mt mc dch v khim tn v a thch ngi bn vi iu kin
l gi khng qu chnh lch so vi sn phm cng chng loi. H l nhm c li vo
hng th hai.
3. Ngi mua qua giao dch: Nhng ngi mua ny xem sn phm l rt quan
trng i vi hot ng ca mnh. H nhy cm vi gi c v dch v. H c hng
chit khu 10% v dch v mc trn trung bnh. H rt am tng v cc hng ho cnh
tranh v sn sng chn gi hi hn, cho d phi hy sinh mt s dch v no .
4. Ngi mua mc c. Nhng ngi mua ny xem sn phm l rt quan trng v
i hi chit khu ln nht v dch v nhiu nht. H bit nhng cung ng khc nhau,
mc c rt k v sn sng b i khi khng hi lng mt cht. Cng ty cn nhng ngi
mua ny ch v h mua khi lng ln, song h khng em li nhiu hn li nhun lm.

Cch phn khc th trng ny c th gip cng ty trong mt ngnh n k hn s

hnh dung r hn ni no cn tng v gim gi dch v, v mi khc th trng phn ng
theo mt cch
Nhng yu cu i vi vic phn khc th trng
C nhiu cch phn khc th trng. Tuy nhin khng phi tt c cc cch phn
khc th trng u c hiu qu. V d, nhng ngi mua mui n c th c phn
thnh nhng khch hng tc nht mu v thm mu. Nhng mu tc th khng lin quan
g n chuyn mua mui c. Hn na, nu tt c nhng ngi mua mui u mua mi
thng mt lng mui nh nhau, u tin rng cc loi mui u ging nhau v mun tr
cng mt gi, th th trng , theo quan im Marketing, l th trng c th phn khc
mc ti thiu.
Cc khc th trng phi c nm c im sau:
+ o lng c: Quy m, sc mua v cc c im ca khc th trng u o c.
Cc bin phn khc th trng nht nh rt kh o lng. V d nh quy m ca khc th
trng thanh thiu nin ht thuc, nhng ngi ht thuc ch yu chng i li b
m.
+ Kh ln: Nhng khc th trng ny phi kh ln v sinh li xng ng phc
v. Khc th trng phi l mt nhm ln nht v ng nht, xng ng thc hin mt
chng trnh Marketing ring. V d, khng ng n mt hng sn xut t cho
nhng ngi tn tt.
+ C th tip cn c. Cc khc th trng phi tip cn c v phc v c hiu
qu. Gi s Cng ty u thm pht hin thy nhng ngi dng nhiu nhn hiu ca
mnh l nhng ph n c thn, nhng ngi n qun bar vo ban m v thng
xuyn. Tr khi nhng ngi ph n ny sng v lm vic ti nhng ni nht nh v tip
xc vi nhng phng tin truyn thng nht nh, h l nhng ngi rt kh tip cn.
+ C th phn bit c: Cc khc th trng ny khc bit nhau v quan nim v
p ng khc nhau i vi cc yu t Marketing mix v chng trnh Marketing khc
nhau. Nu nh nhng ngi ph n c gia nh v khng c gia nh u phn ng tng
t nh nhau vi mui n v o lng th, th h khng th thuc nhng khc th trng
ring bit c.
+ C th hot ng c: c th xy dng nhng chng trnh c hiu qu thu
ht v phc v nhng th trng . V d, mt hng hng khng nh pht hin ra by

khc th trng, nhng bin ch ca h qu nh khng th xy dng nhng chng trnh

Marketing ring bit cho tng khc th trng c.
3. Xc nh th trng mc tiu
Vic phn khc th trng lm bc l nhng c hi ca khc th trng ang
xut hin trc mt Cng ty. By gi Cng ty phi nh gi cc khc th trng khc
nhau v quyt nh ly bao nhiu khc th th trng v nhng khc th trng no lm
mc tiu. Ta s nghin cu nhng cng c nh ga v la chn cc khc th trng.
nh gi cc khc th trng
Khi nh gi cc khc th trng khc nhau, Cng ty phi xem xt ba yu t c th
l quy m v mc tng trng ca khc th trng, mc hp dn v c cu ca khc
th trng, nhng mc tiu v ngun ti nguyn ca Cng ty.
Quy m v mc tng trng ca khc th trng
Cu hi u tin l, khc th trng tim n c nhng c im v quy m v mc
tng trng va sc khng? "Quy m va sc" l mt yu t c tnh tng i. Nhng
cng ty ln a thch nhng khc th trng c khi lng tiu th ln v thng coi nh
hay b qua nhng khc th trng nh. Nhng cng ty nh th li trnh nhng khc th
trng ln, bi v chng i hi qu nhiu ngun ti nguyn.
Mc tng trng thng l mt c im mong mun, vi cc cng ty, ni chung,
u mun c mc tiu th v li nhunngy cng tng. Song cc i th cnh tranh s
nhanh chng xm nhp nhng khc th trng ang tng trng v lm gim i kh nng
sinh li ca chng.
Mc hp dn v c cu ca khc th trng.
Mt khc th trng c th c quy m v mc tng trng mong mun, nhng li
thiu tim nng sinh li. Porter pht hin ra nm lc lng quyt nh mc hp dn
ni ti v li nhun lu di ca mt th trng hay khc th trng. M hnh ca ng cho
hay Cng ty phi nh gi nhng nh hng ca nm nhm n kh nng sinh li lu
di: Cc i th cnh tranh trong ngnh, nhng k xm nhp tim n, nhng sn phm
thay th, ngi mua v ngi cung ng. Sau y l nm mi e do do chng gy ra.
H 7-3. Nm lc lng quyt nh hp dn v c cu ca khc th trng

1. Mi e do ca s kinh ch mnh m trong khc th trng: Mt khc th

trng s khng hp dn, nu n c qu nhiu nhng i th cnh tranh mnh hay l hay
tn cng. Bc tranh s cng ti t hn, nu khc th trng n nh hay ang suy
thoi, nu tng thm nng lc sn xut ln qu nhiu, nu chi ph c nh cao, nu ro cn
xut cao hay nu cc i th cnh tranh u u t qu nhiu bm tr ti khc th
trng . Tnh hnh ny s dn n nhng cuc chin tranh.
2. Mi e do ca nhng k mi xm nhp: Mt khc th trng s khng hp dn,
nu c th thu ht nhng i th cnh tranh mi, nhng Cng ty s mang theo vo nng
lc sn xut mi, nhng ngun ti nguyn ng k v phn u tng th phn. Vn
rt li l liu nhng k xm nhp mi c th d dng nhy vo khng. H s thy rt kh,
nu c ro cn nhp cao km theo quan h cng thng t pha nhng Cng ty ang chim
gi. Ro cn nhp cng thp v mc sn sng tr a ca nhng cng ty c cng thp
th khc th trng cng km hp dn. Mc hp dn ca khc th trng thay i theo
chiu cao ca cc ro cn nhp v xut u cao, tim nng sinh li cao nhng thng
km theo nhiu ri ro hn, bi v nhng Cng ty yu km cn li s u tranh ginh
git thm th phn. Khi c hai ro cn nhp v xut u thp, th cc Cng ty u d dng
xm nhp v ri b ngnh , khi li nhun s n nh v thp. Trng hp xu nht
l khi ro cn nhp thp v ro cn xut li cao: y d dng xm nhp vo nhng thi
k thun li, nhng li rt kh ri b vo nhng thi k kh khn. Kt qu l tnh trng
d tha nng lc sn xut trin min v kh nng kim tin ngy cng gim st.

H 7-4. Ro cn v kh nng sinh li

3. Mi e do v nhng sn phm thay th: Mt khc th trng s khng hp dn

khi c nhng sn phm thay th thc t hay tim n. Cc sn phm thay th s to ra gii
hn i vi gi c v li nhun m mt khc th trng c th kim c. Cng ty phi
theo di cht ch xu hng gi c ca nhng sn phm thay th. Nu tin b cng nghip
hay tnh hnh cnh tranh tng ln trong nhng ngnh ca sn phm thay th, th gi c v
li nhun trong khc, th trng c th gim st.
4. Mi e do ca quyn thng lng ngy cng ln ca ngi mua: Mt khc th
trng s khng hp dn, nu nhng ngi mua c quyn thng lng ln hay ngy
cng tng. Ngi mua s c gng buc phi gim gi , i hi cht lng v dch v cao
hn, v t cc i th cnh tranh vo th i lp nhau, tt c u bng ci ga ca kh
nng sinh li ca ngi bn. Quyn thng lng ca ngi mua tng ln khi h cng
tp trung v c t chc hn, khi sn phm l mt phn ng k trong chi ph ca ngi
mua, khi sn phm khng c nhng c im khc bit, khi chi ph chuyn i ca ngi
mua, khi sn phm khng c nhng c im khc bt, khi chi ph chuyn i ca ngi
mua, khi sn phm khng c nhng c im khc bit, khi chi ph chuyn i ca ngi
mau khng ln, khi ngi mua nhy cm vi gi, bi v li nhun thp, hay khi ngi
mua c th nht ho ngc, phng th, ngi bn c th la chn ngi mua no c
quyn lc thp nht thng lng hay chuyn i ngi cung ng. Cch phng th tt
nht l pht trin nhng sn phm tt hn nhng ngi mua mnh khng th t chi.
5. Mi e do v quyn thng lng ngy cng tng ca ngi cung ng: Mt
khc th trng s khng hp dn nu nhng ngi cung ng ca cng ty c th nng gi
hay gim cht lng. Nhng ngi cung ng c xu hng tr nn c quyn lc mnh
hn khi h tp trung v c t chc. Khi c t sn phm thay th, khi sn phm nhn c
cung ng l mt u vo quan trong, khi chi ph chuyn i cao, v khi ngi cung ng

c th nht th ho thun. Cch phng th tt nht l xy dng nhng quan h bnh ng

vi nhng ngi cung ng hay s dng nhiu ngun cung ng.
Mc tiu v ngun lc ca Cng ty
Ngay c khi mt khc th trng ln ang tng cng v hp dn v c cu, cng
ty vn cn xem xt nhng mc tiu v ngun ti nguyn ca bn thn mnh so vi khc
th trng . Mt s khc th trng hp dn c th vn b loi b, bi v chng khng
ph hp vi mc tiu lu di ca Cng ty. Ngay c khi khc th trng ph hp vi
nhng mc tiu ca mnh, Cng ty vn phi xem xt xem c nhng k nng v ngun
ti nguyn thnh cng trong khc th trng khong. Mi khc th trng u c
nhng yu cu nht nh thnh cng. Cn loi b khc th trng nu cng ty thiu
mt hay nhiu nng lc cn thit v khng c iu kin to c nhng kh nng cn
thit. song cho d cng ty c nhng nng lc cn thit, th n vn phi pht trin mt
s u th tri hn. Cng ty ch nn xm nhp nhng khc th trng no m mnh c th
cung ng gi tr ln hn.
La chn khc th trng
Sau khi nh gi khc th trng khc nhau, by gi cng ty phi quyt nh nn
phc v bao nhiu v nhng khc th trng no. Tc l vn la chn th trng mc
tiu. Cng ty c th xem xt nm cch la chn th trng mc tiu, gm: tp trung vo
mt khc th trng, chuyn mn ha chn lc, chuyn mn ha th trung, chuyn mn
ha sn phm va phc v ton b th trng.
Tp trung vo mt khc th trng
Trong trng hp n gin nht, cng ty la chn mt khc th trng. Cng ty
Volkswagen tp trung vo th trng xe t c nh, cn Richard D.Irwin th tp trung
vo th trng ti liu kinh t v kinh doanh. Thng qua Marketing tp trung cng ty s
dnh c mt v tr vng chc trong khc th trng nh hiu bit r hn nhng nhu cu
ca khc th trng v danh ting c bit m cng ty c c. Hn na, cng ty s
tit kim c trong hot ng nh chuyn mn ho sn xut, phn phi v khuyn mi.
Nu cng ty ginh c v tr dn u trong khc th trng th n c th t c t sut
li nhun trn vn u t cao.
Mt khc, marketng tp trung gn lin vi nhng ri ro ln hn bnh thng. Khc
th trng c th c th tr nn ti t hn. v d, khi nhng ph n tr t nhin thi
khng mua qun o th thao na lm cho li nhun ca Cng ty Bobbie Brooks st hn

xung. Hay mt i th cnh tranh no c th xm nhp khc th trng ny. V

nhng l do nhiu Cng ty thch hot ng trong nhiu khc th trng hn.
Chuyn mn ho c chn lc.
Trong trng hp ny, Cng ty la chn mt s khc th trng, mi khc th
trng u c sc hp dn khch quan v ph hp vi nhng mc tiu v ngun ti
nguyn ca Cng ty. C trng u ha hn l ngun sinh li. Chin lc phc v nhiu
khc th trng ny c u im l a dng ho ri ro ca Cng ty. D cho mt khc th
trng c tr nn khng hp dn na th cng ty vn c th tip tc kim tin trong
nhng khc th trng khc.
Chuyn mn ho sn phm
Trong trng hp ny, cng ty cn sn xut mt sn phm nht nh bn cho
mt s khc th trng. V d, hng sn xut knh hin vi bn sn phm ca mnh cho cc
phng th nghim ca cc trng i hc, cc phng th nghim ca Nh nc v cc
phng th nghim ca doanh nghip. Cng ty sn xut nhng knh hin vi khc nhau cho
nhng ngi khc hng khc nhau, nhng khng sn xut nhng thit b khc m cc
phng th nghim c th s dng. Thng qua chin lc ny cng ty to dng c
danh ting rng khp trong lnh vc sn phm chuyn dng. Ri ro b b s xut hin
nu nh knh hin vi c thay th bng mt cng ngh hon ton mi.
Chuyn mn ho th trng
Trong trng hp ny, Cng ty tp trung vo vic phc v nhiu nhu cu ca mt
nhm khch hng c th. V d,mt cng ty bn mt danh mc sn phm cho cc phng
th nghim ca cc trng i hc, bao gm knh hin vi, dao ng k, n Bunsen, v
bnh ho nghim. Cng ty dnh c ting tm rng khp v chuyn mn ho vo vic
phc v nhm khch hng ny v s tr thnh mt knh cho tt c nhng sn phm mi
m nhm khch hng ny c th cn dng n. Ri ro b b s xy ra nu t nhin
cc phng th nghim ca cc trng i hc b ct gim ngn sch v phi gim chuyn
mua sm ca mnh.
Phc v ton b th trng
Trong trng hp ny, Cng ty c phc v tt c cc nhm khch hng tt c nhng
sn phm m h c th cn n. ch c nhng cng ty ln mi c th thc hin chin lc
phc v ton b th trng. V d nh cng ty IBM (th trng my tnh) General Motors
(th trng xe c) v Coca Cola (th trng ung)

Nhng Cng ty ln c th phc v ton b th trng theo hai cch, thng qua
Marketing khng phn bit hay Marketing phn bit.
Marketing khng phn bit. cng ty c th b qua nhng khc bit ca khc th
trng v theo di th trng ton b bng mt bng cho hng. Cng ty tp trung vo
nhng g m ngi mua thng hayc nhu cu ch khng phi l vo nhng g khc
nhau. Cng ty thit k mt sn phm v mt chng trnh Marketing no thu ht c
ng o ngi mua nht. Cng ty da vo phn phi i tr v qung co i tr. Mc
ch l nhm to cho sn phm mt hnh nh tuyt ho trong tm tr mi ngi. Mt v d
v Marketing khng phn bit l Marketing trong thi k u ca Cng ty Coca - Cola
ch ra mt th ung trong mt c chai vi mt mi v cho tt c ngi.
C s chn Marketing khng phn bit l tit kim chi ph. N c xem l
"Marketing tng ng vi vic tiu chun ho v sn xut hng lot trong cng nghip.
Chng loi sn phm hp m bo sn xut d tr chi ph vn chuyn mc thp,
Chng trnh qung co khng phn bit m bo chi ph qung co thp. Khng nghin
cu v lp k hoch theo khc th trng s gim bt c cc chi ph nghin cu
Marketing v qun l sn phm. Chc chn l nh chi ph thp hn Cng ty c th tnh
gi thp hn ginh ly khc th trng nhy cm vi gi c,
Marketing c phn bit: Trong trng hp ny, cng ty hot ng mt s khc th
trng v thit k nhng chng trnh khc nhau cho tng khc th trng. Cng
tyGeneral Motors khng nh l mnh s lm nh vy khi tuyn b rng s xut t cho
"mi ti tin, mi mc ch v mi nhn cch". Cn Cng ty IBM th cho hng nhiu
kiu trn gi phn cng v phn mm cho cc khc th trng my tnh khc nhau. Hy
xt trng hp ca Cng ty Edison Brothers:
Cng ty Edison Brothers c chn trm ca hiu giy c phn thnh bn loi h
thng khc nhau, mi h thng thu ht mt khc th trng.H thng Chandlers bn giy
gi cao. H thng Burt's bn giy cho ngi mua c ti tin co hp v h thng Wild Pair
th hng vo nhng ngi thch nhng kiu giy thi thng . Cc ca hiu Burts,
Chandler's v Baker's c b tr ba khu ph lin nhau trn ng State Street
Chicago. Vic b tr cc ca hng ny gn nhau nh vy vn khng gy thit hi g cho
chng, bi v chng nhm vo nhng khc th trng khc nhau trn th trng giy ph
n. chin lc ny lm cho Cng ty Edison Brothers tr thnh cng ty bn l giy ph
n ln nht trong c nc M.
Marketing c phn bit thng to ra c tng mc tiu th ln hn so vi
Marketing khng phn bit. "iu ni ln mt l n gin l c th tng tng mc tiu

th bng cch bn chng loi sn phm a dng hn thng qua nhng knh a dng hn".
Tuy nhin n cng lm tng chi ph kinh doanh. Sau y l nhng chi ph c th cao hn:
+ Chi ph ci bin sn phm: Vic ci bin mt sn phm p ng nhng yu cu
ca cc khc th trng khc nhau thng i hi c nhng chi ph nghin cu pht trin,
thit k k thut v/hay dng c chuyn dng.
+ Chi ph sn xut: Thng thng ch sn xut mi n v sn phm khc nhau
phi tn km nhiu hn l sn xut 100 n v sn phm ging nhau. Thi gian chun b
sn xut mi kiu sn phm cng nh th cng tn km hn. Mt khc, nu mi kiu
c bn ra vi khi lng ln, th chi ph cho thi gian chun b cao hn c th
rt nh khi tnh trn mt n v sn phm.
+ Chi ph qun tr hnh chnh: Cng ty phi xy dng nhng k hoch Marketing
ring bt cho tng khc th trng. iu ny i hi phi tng thm cc cng vic
nghin cu Marketing, d bo, phn tch mc tiu th, khuyn mi, lp k hoch v qun
tr knh.
+ Chi ph d tr: Vic qun tr d liu nhiu kiu sn phm s tn km hn so vi
qun l d tr t sn phm.
+ Chi ph khuyn mi: Cng ty phi vn ti nhng khc th trng khc nhau vi
nhng chng trnh khuyn mi khc nhau. iu ny lm tng chi ph lp k hoch
khuyn mi v chi ph cho cc phng tin truyn thng.
V Marketing phn bit lm tng c mc tiu th ln chi ph, nn khng th ni g
khi qut v kh nng sinh li ca chin lc ny. Cng ty cn thn trng trnh phn
khc qu mc th trng ca mnh. Nu xy ra tnh trng ny th c th ghp bt
chng li hay m rng c s khch hng. V d, Cng ty Johnson & Johnson m rng
th trng mc tiu ca mnh i vi du gi u cho tr s sinh bng cch gp thm c
ngi ln vo na. Cn cng ty Beecham th tung ra thuc nh rng Aquafresh
thu ht ng thi ba khc th trng tm kim ch li khc nhau: Nhng ngi mun
thm ming, nhng ngi mun rng trng v nhng ngi mun nga su rng.

NGHIN CU TH TRNG
Lm th no bit c nhu cu ca khch hng tim nng

Trc khi bn bn bt k th g cho ai, trc ht bn phi hiu h ang cn th g. Di

y l mt s cch gip bn thc hin iu :
Nghin cu trc:
Trc khi gp mt khch hng, bn phi tm hiu bit c cng nhiu v cng ty
cng tt. c cc tp ch thng mi c lin quan, c tp ch xut bn nh k, tm cc
bi bo v sn phm hay ngnh cng nghip ca cng ty th vin, c tp ch Thi
bo Kinh t, tm ra xem ai l i th cnh tranh ca h, nhng thay i trong cng ty
v mi quan tm ch yu ca h l g. Nhng lun lun nh rng bn s ch thu c
nhng thng tin c gi tr nht v thu hiu c mi quan tm trong kinh doanh ca
khch hng ca bn bng cch tip xc trc tip vi h.
Hy xem xt tnh hnh c th, ch khng phi trng hp mu:
ng n gp khch hng vi nhng tng c chun b trc v nhng sn phm
bn ang sp bn cho h v cch thc bn chng. Bn c th bn nhiu sn phm hn v
sau ny bng cch tm hiu c yu t no trong giao dch kinh doanh ca bn quan
trng nht vi khch hng ca bn. V d, thm ch nu bn v i th cnh tranh ca bn
cng bn mt loi sn phm cng mt mc gi, khch hng ca bn c th quan tm
nhiu nht n phng thc thanh ton, ngi khc li tp trung vo vic giao hng,
trong khi ngi khc li nhiu n vic bo hnh sn phm. Nu bn tham gia cnh
tranh bn sn phm ca mnh m khng tm ra cc yu t ny, bn s mt i c hi
lm ni bt mnh so vi cc i th cnh tranh khc
Ch lng nghe:
Khi gi n gp khch hng, bn l ngi phi thu nhp ti thiu ht nhng thng tin ca
cuc ni chuyn. . iu c ngha l bn phi lng cho n khi khch hng tr li xong
cu hi ca bn. Bn khng nn ngt li m phi ch h ni xong. Bn cng khch
hng by t quan im, bn cng hiu hn nhng vn ca h. Khi bn hiu c iu
, bn c th m bo rng phn thuyt trnh ca bn s c th p ng c nhng g
h quan tm - v cui cng bn s thnh cng.
Hi cu hi gi chuyn:
Trnh hi cc cu hi tr li ngn m bn ch nhn c hoc l "c" hay "khng". Cc
cu hi nh vy thng bt u bng "c phi", "c ng l". Thay vo , c gng hi
cc cu hi c t hi nh "ci g", "khi no", " u", "nh th no", v chng buc
khch hng phi by t quan im. Bn s c c cu tr li nh l hnh thc bt u
cu chuyn. V d, "qu v c vn g vi ngi bn hng khng?" s khng gip c
bn bng cu hi "Qu v hy cho ti c bit ngi bn hng nn lm g phc v
khch hng tt hn". Mc ch ca bn l buc khch hng tim nng ni ra nhng vn
v mi quan tm ca h ct bn c th quyt nh cch thc cng ty bn nn lm
gii quyt chng.

Cn thn vi cc cu hi s buc bn phi chm dt cuc ni chuyn:

Thay vo , hy hi nhng cu hi s cho bn nhng thng tin quan trng. Nu bn hi
mt khch hng " qu v c th cho ti xut ca mnh v d n ny?" bn s nhn
c cu tr li l "c" hay "khng" v th l chm dt. Nhng nu bn bt u cu
chuyn bng cu "qu v hy cho ti nhng tiu ch ring khi xem xt mt th xut",
bn s nhn c thng tin c tnh ph bnh thay v vic kt thc cuc tho lun.
Kho st khch hng v khch hng tim nng:
S dng bng cu hi kho st hay thc hin kho st qua in thoi bit c thng
tin v khch hng v khch hng tim nng. C gng ly c nhng li nh gi ca
khch hng hin ti v cp tho mn m h thu c t sn phm hay dch v ca bn.
Hay bn phi thit k mt bn kho st gip bn tm hiu c nhu cu ca khch hng
tim nng. Khi mt khch hng hay khch hng tim nng t ra kh khn khi hon thnh
bn iu tra, bn nn phi thu c mt ci g nhiu hn ch n thun l cc cu tr
li. Thc t l khch hng rt t khi c gng cho bn bit iu g khng tho mn
ca h vi sn phm hay dch v ca bn. Bn cn phi c cch d xt tt theo di

Nghin cu th trng chi ph thp

iu hnh cng vic kinh doanh tt, bn phi bit r th trng. Nghin cu th trng
tt s cung cp cho bn hng lot thng tin v khch hng, ngnh cng nghip ca bn v
cc i th cnh tranh. Trong thi k thnh lp cng ty, n s gip bn xc nh c
quan im kinh doanh kh thi cho cng ty. Khi cng vic kinh doanh m rng, bn c th
nghin cu thc hin chng trnh marketing, t mc tiu v phn bit sn phm hay
dch v ca bn v tm kim c hi pht trin, v.v.
Thch thc vi nhiu ch doanh nghip nh l thc hin nghin cu th trng trong
ngun kinh ph hn hp. y l nm phng php tit kim chi ph m bn c th p
dng.
Ni chuyn trc tip vi khch hng v khch hng tim nng
Mc d vic gi trc tip bng ng bu in bng cu hi, chin dch marketing trc
tip thng qua in thoi, cc bui tho lun tp trung v cc th thut khc l cc bin
php hu hiu kho st khch hng v khch hng tim nng, chng thng kh tn
km. Thay vo , bn c th s dng mt s kiu khng chnh thc cua cc bin php
ny.
V d, thay v tp hp mt nhm khch hng mc tiu nh gi xem h phn ng nh
th no i vi mt sn phm hay dch v mi ca bn, bn c th t chc mt cuc hp
mt khng chnh thc ly s liu. Mi khong 5-10 khch hng i n tra v trnh by
vi h l bn ang mun bit nhng nh gi khng chnh thc ca h v mt sn phm
hay dch v mi ca bn. h pht biu v hi v ngun thng tin ca h. Tng t,
bn c th gi in cho khong 15 hay 20 khch hng v hi h cc cu hi kho st

tng t. Mc d bn khng c kt qu mang tnh khoa hc nhng bn c c mt s

thng tin v xu hng chung v thn ch c th c c mt s tng mi t nhu cu
thc t ca khch hng.
S dng sinh vin
Lin lc vi khoa marketing ca trng cao ng hay i hc ti a phng v ngh
liu c th c mt s lp hay cc c nhn sinh vin marketing quan tm ti vic thc hin
mt d n nghin cu th trng. Nhng d n ny thng c sinh vin rt ng h
h thu nhn c thm kinh nghim hay c c tn ch c bit ca kho hc.Ngoi vic
tit kim c chi ph, lm vic vi sinh vin cng c th gip bn thu c nhng
kin hon ton mi v vic thit k hay thc hin mt cuc nghin cu th trng. Khi
lin h vi trng cao ng hay i hc, a ra li ngh trc tip vi lnh o nh
trng hay khoa marketing hay phng qun l sinh vin.
Tn dng th vin ca bn
Cc th th tham kho l mt trong nhng ngun ti liu cha c khai thc ln i vi
ch cc doanh nghip nh. Th vin cng cng rt phong ph v s kin v s liu sn c
trong cc cun sch hng dn ca cc ngnh cng nghip, cc bn tm tt sch ca
chnh ph hay cc sch hng dn tham kho khc.Ti cc khu vc ginh cho sch tham
kho v ni chuyn vi th th . Gii thch r rng nhng th bn ang cn v ngi
th th s hng dn bn tm nhng ngun ti liu ph hp.
Mt s cc th vin cng cng a phng khng c cc tin tc kinh doanh chuyn su
m bn ang tm kim. Trong trng hp hy n th tm th vin ca cc trng
cao ng v i hc a phng c s liu .
Cui cng, Trung tm Pht trin Doanh nghip nh c cc th vin nghin cu tp trung
c th vo nhu cu ca cc doanh nghip nh. Hy tm cc trung tm gn nht vi bn,
bit them thng tin.
Gi in n hip hi doanh nghip
Cc hip hi doanh nghip thng xuyn thu lm cc thng tin v cc ngngh cng
nghip tng ng v sn sng cung cp thng tin cho cc thnh vin ca hip hi. Cc
cuc kho st ny thng tp trung vo cc vn nh chi ph c bn hot ng cng ty,
cc xu hng pht trin ca ngnh cng nghip, cc c hi th trng mi, v.v.
Cc bo co nghin cu ny thng ch c cung cp cho cc thnh vin ca hip hi,
do vy bn phi tham gia hip hi th mi c nhng thng tin .
Read trade publications
c tp ch thng mi, bo v tp ch ngnh lun l cch tt bit c v xu hng
ca ngnh v i ng tro lu. Cc tp ch v bo ny thng a tin v cc xu hng v

cc vn mu cht khc ca ngnh trc khi a chng ra cc bo thng thng. Bn

cng c th c c nhiu thng tin v cc i th cnh tranh. Thm vo , cc n phm
thng mi thng vit cc bi bo v s liu nghin cu gn y ( nhn s liu v cc
xu hng hay thm ch cn thc hin nghin cu th trng c quyn.

Phn nhm khch hng

Phn nhm khch hng c hiu hiu c c tnh, tnh cch ring bit ca tng nhm
khch hng ca cng ty bn c th a ra mt phng php ring tip xc vi h mt
cch c hiu qu. N gip bn chi tiu ngn sch ginh cho marketing mt cch khn
ngoan, ch s dng phng tin ny tip cn vi khch hng c xc nh.
nh gi khch hng ca bn theo 5 tiu ch di y m bo rng bn loi chnh
xc phn nhm c cc khch hng ca mnh.
1. Loi khch hng
C l cch c bn nht phn nhm khch hang l phi xc nh c mc tiu k
hoch m bn nhm ti l ngi tiu dng hay cc doanh nghip.. Mt s cng ty nh c
th thnh cng trong vic t mc tiu cho c hai nhm trong khi s c mt s im trng
nhau, bn gn nh cn phi to ra im ring bit cho thng ip marketing hiu qu
nht.
2. Theo a l
V tr a l c tr khch hng s rt quan trng trong vic quyt nh bin php
marketing m cng ty s p dng. Khch hng c th a phng, khu vc, trong nc
hay quc t. i vi mt s doanh nghip, mc tiu ca h rt r rng - khch hng mc
tiu ca ca hng git l kh ch sng trong phm vi vi dm trong vng. Trong cc
trng hp nh vy, c l s tt nu chia thnh vng th trng theo lnh th nh hn - v
d m vng hay vng ln cn. Tng t nh vy, ngi bn hng trong nc hay quc t
c th mun tm n nhng thnh ph hay quc gia m phn ln khch hng ca h c
tr gip h lm tng thm tiu im ca h.
3. Theo nhn khu
Nhn khu l s liu thng k quan trng c bn trong phn c s khch hng ca bn.
Bng cch phn loi theo nhn khu, bn c th xc nh nhng c im thng k c th
phn loi ring khch hng.
Nu doanh nghip bn ang t mc tiu vo khch hng, vic phn loi theo nhn khu
c th bao gm mt s c im nh tui, gii tnh, trnh hc vn, phn loi ngh
nghip (cng nhn hay cng chc), thu nhp, tnh trng hn nhn, v dn tc hay tn
gio. N khng cn thit phi s dng tt c nhng tiu ch ny; hn l, bn mun tp
trung nghin cu vo nhng ngi ph hp nht vi sn phm hay dch v ca bn.

Mt khc, nhn khu trong kinh doanh c th c chia nh theo cc cch khc nhau. Bt
u bng vic xem khch hng mc tiu ang lm vic trong ngnh cng nghip no Bn
c th phn loi khch hng mc tiu theo quy m ca doanh nghip da vo s nhn
vin hay tng doanh s. Cui cng, xem ai a ra cc quyt nh mua sn phm hay dch
v ca bn - chc danh ca ngi l g v ngi lm vic b phn no?
4. Phn loi theo tm l
Phn loi theo tm l lin quan n tnh cch v cch c x m n nh hng ti vic
mua hng ho. Ni cch khc, thi quen mua bn ca khch hng l g? V d, khch
hng c bc ng hay s ri ro? C nhiu bin s m bn c th xem xt v chng
thng i lp vi nhau, nhng c mt s cc yu t quan trng v tm l thng thng
nh:

Khuynh hng ca mt nhm khch hng thin v mua sn phm hay dch v
mi so vi nhm khc
Nhng tc ng n thi quen mua hng (v d p lc ca nhng ngi cng a
v hay trnh hc vn)
Cc thuc tnh ca sn phm hay dch v quan trng vi khch hng
S trung thnh vi nhn hiu sn phm hay danh ting ca sn phm
Cc tiu ch quyt nh mua, v d liu vic mua sn phm s ph thuc vo gi
thnh hay gi tr ca sn phm

5. Lng tin v li sng

Nhng lnh vc ny thng cp n cch thc m khch hng t nh gi mnh. Lng
tin bao gm cc chun mc v thi v tn gio, chnh tr, dn tc hay vn ho. Phn
chia theo li sng c th lin quan ti cch khch hng s dng thi gian ngoi gi lm
vic ca mnh cho nhng vic nh s thch, vui chi gii tr, hay nhng th tiu khin
khc. Nhng cch phn loi ny rt quan trng v bin s c th c s dng d on
cch c x khi mua hng trong tng lai

Tm khch hng tim nng ln nht

Lut 80/20 - tc l 80% doanh thu bn hng ca cng ty l c c t 20% khch hng
ln- c cc cng ty nh p dng. Chm sc 20% khch hng c ngha l bn ang
tp trung chng trnh marketing ca mnh vo nhng khch hng to li nhun cho cng
ty. Ly tiu im ging nh laser vo khch hng to c li nhun cao gip bn khng
phi qu n lc vo nhm khch hng to li nhun thp.
Nh rng kh nng to li nhun khng cn thit phi c quan h vi khi lng tin m
mt khch hng trao cho doanh nghip. nhiu doanh nghip, bn hng nh em li
nhiu li nhun hn trong khi vic bn hng ln phi tn km chi ph t chc hay giao
hng v do vy c mc li thp hn.

Hy s dng nhng li khuyn di y tm ra khch hng em li li nhun cao nht

cho cng ty.
Tnh ton chi ph thu ht khch hng ln
nh gi kh nng to li nhun cho cng ty ca khch hng, bn phi xem xt cng
ty phi chi ph bao nhiu thu ht c mt khch hng. Nhiu cng ty nh s c th
thnh cng vi chi ph cho vi c phn tch kt qu bn hng m n gin hn nhiu so vi
cc cng ty ln. Phi lu rng chi ph ca nhng con s bn hng c c t nhng
php tnh ch l s trung bnh, c s dng nh gi s b c s khch hng.
T chc mt ln phn tch n gin, trc tin phi xem xt li n lc c lin quan ti
vic kt thc vic bn hng c bn. N phi bao gm c chi ph cho ngi bn hng, gi
th trc tip, pht trin mng vi tnh hay cc chi ph khc cho qung co. D on tng
chi ca phn vt tri v chia n cho s lng bn hng hng nm c c kt qu
phn tch nhanh.
Tnh ton chi ph cho dch v khch hng
N rt cn thit theo di chi ph choijch v khch hng tnh ton xem khch hng
hin ti em li bao nhiu li nhun cho cng ty. Phng trnh tnh ton y ging nh
tnh chi ph cho phn tch kt qu bn hng. Gn chi ph cho cc yu t c lin quan ti
dch v nh Lng ca nhng ngi lm c hp ng, cn b qun l d n v chi ph
cho vic giao sn phm hay dch v n tng khch hng. c tnh chi ph trung bnh
cho vic phc v mi khch hng bng cch chia cho tng s khch hng bn phc v
c trong mt nm. Nu bn cn bit chi ph dch v chnh trong ngnh cng nghip ca
bn, yu cu k ton cung cp chun ca ngnh. Nh rng chi ph cho s dch v c
tnh ton theo cc php tnh ny ch l s trung bnh, c s dng cho nhng nh gi
rt s b.
Hnh thnh h s v khch hng tim nng ln
Vi hai con s trn v doanh thu m mi khch hng em li, bn c th thy qua c
kh nng sinh li nhun ca mi khch hng. Bn c th s dng thng tin hnh
thnh h s v khch hng tim nng ln. Tm nhng c im v cch c s chung. H
c thuc yu t phn loi theo nhn khu hay a l khng? H c cng chung quan im
hay tiu chun no khng? H c a ra quyt nh mua theo cng cch thc khng? H
s ny s gip bn pht trin cc chng trnh marketing c hiu qu nht tip cn cc
mc tiu ny, lm tng li nhun cho cng ty v thu ht c nhiu khch hng to li
nhun cao cho cng ty.
Mt s doanh nghip c th tin xa hn v pht trin kim t thp khch hng tim nng mt h thng ba cp bc s chia khch hng ca cng ty thnh khch hng tim nng ln,
trung bnh v nh. Mc ch ca h s ny l tm ra chin lc marketing chuyn dn
khch hng vo nhm khch hng tim nng ln.

Phn b li n lc thc hin vi nhm khch hng tim nng thp nht
tp trung mc tiu vo 20%khch hng quan trng c c t cuc iu tra khch
hng, bn khng nn n lc thu ht khch hng khng em li li nhun cho cng ty.
Xem xt li nhng ghi chp ca bn v nhng khch hng lm bn tn thi gian v
tin bc ny v lp mt h s cho h nh bn lm vi nhm khch hng tim nng ln.
Trong phm vi c th, lm n c hiu qu v c li nhun, chng trnh marketing ca
bn nn loi b nhm ngi ny.
V bt k mi quan hnafoomooiscuxng l mt xch quan trng vi cc khch hng khc,
c gng trnh lm cho ai gin v bn ni rng bn khng thch lm vic vi h. Thay
v th, bn ch cn trnh khng tp trung ngun lc ca mnh tip cn h.

Xy dng k hoch Marketing trn trang Web ca bn

Marketing trn trang web thc s cn thit bi v n nh hng trc tip n thi gian v
vn m bn s b ra u t xy dng mt trang web. Hi tho ny s gip bn nhanh
chng v d dng xy dng mt k hoch Marketing trn trang web mang tnh chin lc
v chin thut bng cch hng dn bn ra nhng quyt nh quan trng v thi thc bn
phi thit lp cc mc tiu.
Cho d bn ang giai on no ca qu trnh marketing trn trang web th bn u c
th tham gia vo hi tho ny. Nu bn mun xy dng mt k hoch ton din, hy bt
u t Bc 1 v tip tc thc hin thng qua mi phn luyn tp. Khi hi tho kt thc,
bn s nhn c mt k hoch marketing trn trang web c xy dng theo yu cu v
bn c th in ra. Nu bn mun c nhng thng tin c th ph hp vi nhng nhu cu v
marketing hin ti ca bn, hy la chn bc thch hp t bng di y. Sau khi hon
thnh, bn c th chuyn sang cc bc khc ca hi tho hoc ch cn in ra nhng kt
qu thuc lnh vc bn quan tm.
By gi hy xy dng mt k hoch ton din.
Tng quan v Hi tho
Bc 1: Bn mun t c iu g?
Bc 2: Khch hng ca bn l ai?
Bc 3: Cng vic kinh doanh ca bn c g khc so vi cc i
th kinh doanh khc?
Bc 4: Bn s n c vi Khch hng ca mnh nh th no?

Xc nh cc mc tiu
Xc nh c gi ca trang
Web
Khng nh v tr ca bn
La chn cc th thut
Marketing

Xc nh cc mc tiu
Nhng n lc marketing trn trang Web ca bn s c nh hng ln nu chng h tr
cho mt mc tiu r rng. Hy tr li nhng cu hi di y nu bn bit c mc

tiu k hoch ca mnh. Nu bn mun tm hiu thm v phng php xc nh cc mc

tiu trc khi tr li nhng cuTop of Form y.
Mc tiu c bn ca trang Web ca bn l g?
Thng mi in t (E-commerce) (bn sn phm hoc dch v qua mng internet)
Quyn gii thiu (Brochure) ( cung cp thng tin v sn phm hoc dch v)
Ngun thng tin (cung cp thng tin tr gip cho nhng ngi truy cp mng
quyt nh mua sn phm)
Marketing ton cu (m rng kh nng tip cn lnh th)
Branding (complement an offline marketing program)Xy dng thng hiu (hon
thin cho mt chng trnh marketing )
Mc ch c bn ca k hoch marketing trn trang web ca bn l g?
thu ht mt s lng ln khch hng truy cp trang web ca ti.
thu ht ch nhng khch hng tim nng c kh nng truy cp trang web ca ti.
qung b hn na cng ty ca ti trn trang Web.

Khch hng mc tiu

Xc nh i tng chnh l tm ra nhng c im chung c th xc nh v khch hng
mc tiu ca mnh. Thc hin c iu ny s gip bn d dng hn khi xc nh thng
ip hay cc th thut marketing c sc thuyt phc mnh tip cn th trng. Hy p
dng cc bc di y xc nh i tng ca mnh, hoc hy kch vo y xem
cc cch xc nh nhm khch hng ha hn nht.
Xc nh i tng chnh l tm ra nhng c im chung c th xc nh v khch hng
mc tiu ca mnh. Thc hin c iu ny s gip bn d dng hn khi xc nh thng
ip hay cc th thut marketing c sc thuyt phc mnh tip cn th trng. Hy p
dng cc bc di y xc nh i tng ca mnh, hoc hy kch vo y xem
cc cch xc nh nhm khch hng ha hn nht.
Khch hng mc tiu:
Bn ang nhm vo ngi tiu dng hay doanh nghip?
Ngi tiu dng
Doanh nghip
Phn b theo a l:
Khch hng ca bn u?
a phng
Vng
Quc gia

Quc t

To dng v tr ca bn
Mu tuyn b nh v ca doanh nghip l ct li ca chin dch marketing. N tm tt
khch hng mc tiu v li ch u vit m bn c th em li cho khch hng, V d, mt
doanh nghip c th cung cp phng ng trang tr bng g thng vi mc gi hp l cho
nhng khch hng quan tm nht n gi c hoc a ra kh nng la chn ln nht v
sch gio dc tr em cho cc bc cha m c con ang tp ni. Khi tuyn b v tr ca bn
r rng, bn c th bt u suy ngh n nhng th thut cng b nhng thng tin .
Mu tuyn b nh v:

L a im dnh cho cc doanh nghip nh khi mua cc thit b v dng vn

phng trn trc tuyn vi chi ph thp nht.
Ngun cung cp cc cng thc nu nng c th v r rng nht cho nhng ngi
yu thch nu n.
Trang Web duy nht ca cc nh lp k hoch ca doanh nghip c th ln
chng trnh cho cc cuc hp trn mng.

Tuyn b nh v ca bn:
Nhp thng tin v tuyn b nh v ca bn trn trang Web vo y. Ch gii hn trong 25
t.

La chn cc th thut marketing ca bn

Vi mc tiu a ra, khch hng mc tiu xc nh, v v tr trn th trng xc
nh, by gi l lc phi la chn cc th thut marketing. Th thut chnh l nhng hot
ng bn s tham gia qung b trang Web ca mnh. Chng h tr cho cc mc tiu
ca bn v c nh hnh bi chnh hnh nh, mc tiu v ngn sch ca cng ty.
Di y l danh sch cc th thut, trc khi la chn mt th thut, bn c th kch
vo bit c ni dung m t xem n c th c s dng nh th no qung b
trang web. Nhng th thut bn chn t danh sch di y s c a vo k hoch
marketing ca bn khi hi tho kt thc.
Nu bn mun bit thm v nhng th thut marketing trc khi la chn nhng th
thut bn s s dng, hy xem mt trong nhng ngun thng tin di y:

La chn cc th thut FAQ

Ch gii cc Th thut Marketing
So snh cc Th thut Marketing trn trang Web

La chn cc Th thut ca bn

La chn tt c cc th thut p dng:

ng k trang thng tin ca bn
Xy dng mt a ch Web c o
ng k trn cc cng c tm kim
ng k trn cc danh mc
Nng cp v tr ca doanh nghip bn trn cc cng c
Thc y trang Web ca bn trn mng
t bin qung co
S dng chng trnh trao i bin qung co
Gi th in t trc tip
Pht hnh bn tin in t
Qung co trn bn tin in t
Trao i cc ng kt ni
Tham gia cc cuc thi v trang Web
Thit lp mt chng trnh lin kt
Tham gia cc nhm tho lun
T chc cc s kin c bit trn mng
T chc mt cuc thi/ sweepstakes
Qung b ngoi tuyn
Qung co trn bo / tp ch
Qung co trn cc Trang Vng
Qung co trn i pht thanh/ Truyn hnh
Cc n phm Marketing
Thng co bo ch
Cc bi bo c bn quyn tc gi
Ti tr ngoi tuyn
Np/xem K hoch Marketing ca bn
Tr li phn Tng quan v Hi tho.
(Nu bn la chn phn ny, cu tr li ca bn s khng c ghi li xy dng mt
k hoch marketing trn trang Web).