MC LC

Cc hat ng marketing vi qu trnh pht trin sn phm mi..................

Chin lc phn phi sn phm..........................................................................
Chin lc sn phm & dch v..........................................................................
Chin lc xc tin tng hp...............................................................................
Chin thut trnh lm gim gi thnh...............................................................
nh v sn phm..................................................................................................

CC HOT NG MARKETING VI QU TRNH PHT TRIN SN

PHM MI

Chnh sch marketing cho mt sn phm mi Sau khi d n sn phm mi c thng

qua, doanh nghip cn son chin lc marketing cho sn phm mi. Marketing c v
tr quan trng trong s thnh cng ca pht trin sn phm mi.Chin lc marketing
sn phm mi ca doanh nghip c cu thnh t cc b phn trng yu sau y:

Miu t th trng mc tiu, d kin nh v sn phm, lng bn, th phn v

li nhun trong nhng nm u bn sn phm.

Quan im chung v phn phi hng ho v d bo chi ph marketing cho nm
u.

Nhng mc tiu tng lai v tiu th, doanh s, li nhun, an ton, x hi v

nhn vn.

Th no l marketing hn hp (Marketing Mix)?

Tp hp bn bin s chnh (sn phm, gi, phn phi v h tr bn hng) cu thnh
k hoch marketing ca doanh nghip c gi l marketing hn hp (marketing
mix). Bn yu t ca marketing mix tc ng tng h, quyt nh v yu t ny s
nh hng n hot ng ca ba yu t cn li.

BN "P" CA MARKETING MIX:

Sn phm (Product): Qun l cc yu t ca sn phm bao gm lp k hoch

v pht trin ng nhng mt hng/dch v m cng ty s a ra th trng.
Gi (Pricing): Xc nh ng c s gi cho cc sn phm.

Phn phi (Placement): Chn la v qun l cc knh thng mi sn

phm chim lnh c th trng mc tiu ng thi im v pht trin h
thng logistic v vn chuyn sn phm.

Xc tin bn hng (Promotion): Gii thiu v thuyt phc th trng dng sn

phm ca doanh nghip.

Chnh sch sn phm

Chnh sch v sn phm l nn tng ca chnh sch marketing hn hp, c xc nh
da trn k hoch kinh doanh quy m ln hn dnh cho sn phm mi v chin lc
marketing tng th cho mi sn phm ang c ca doanh nghip. Khi xem xt chnh
sch sn phm, doanh nghip cn quan tm n nhng vn sau:

 Qun l cht lng tng hp:

Vic nghin cu th trng v khch hng khng ch tr li cu hi khch hng cn g,
cn bao nhiu, cn vo thi im no v kh nng thanh ton ca h ra sao, m cn
phi bit h i hi mc cht lng nh th no, cht lng no c th cho h tho
mn nht. Tuy nhin s i hi v cht lng ca khch hng l khng c gii hn,
quyt nh mc nh lng thch ng cng ty phi nghin cu mc cht lng ca
nhng sn phm cnh tranh thay th. T xc nh nhng yu cu cht lng vi
thit k v nh hng qun l cht lng trong qu trnh ch to sn phm.
Pht trin nhn hiu v bao b sn phm:
Vic la chn nhn hiu cho sn phm c ngha quan trng bo m thnh cng
ca pht trin sn phm mi. Vic la chn nhn hiu phi bo m nhng yu cu ti
thiu sau:

Phi hm v li ch ca sn phm

Phi hm cha v nh v

Phi hm v cht lng

Tn nhn hiu phi d pht m v d nh

Khng trng hoc khng tng t vi nhn hiu ca doanh nghip khc

Hp vi phong tc tp qun ca th trng mc tiu.

Quyt nh la chn bao gi sn phm:

Bao b sn phm phi m bo thc hin ng thi bn chc nng: bo qun v bn
hng ho, thng tin v hng ho, thm m, to nn s hp dn ca sn phm vi
khch hng v chc nng thng mi.
Nhng yu t ca mt nhn hng tt:

Gi m mt ci g v c tnh ca sn phm chng hn nh li ch, gi tr

s dng ca sn phm.

D pht m, nh vn v d nh.

D phn bit vi cc nhn hng khc.

Thch nghi vi sn phm mi c th thm vo dng sn phm sn c ca

doanh nghip.

ng lut l c th ng k nhn hng vi c quan c thm quyn.

(Fundamentals of Marketing - McGraw-Hills)

Nhng nh tip th cn ch nhng yu t g khi xem xt cc quyt nh v ng

gi v bao b sn phm?
ng gi cn m nhim cc chc nng bo v, kinh t, thun li v h tr bn hng.
La chn bao b sn phm l cn thit i vi vic xc nh, miu t v xc tin sn
phm. Do , nhng kha cnh ny cn c cp khi pht trin chnh sch sn
phm c th p ng c ng nhng nhu cu ca khch hng mc tiu. (Kotler
1998 trang.367-370)
Chnh sch gi
Ngy nay, gi c khng phi l yu t cnh tranh hng u nhng vn lun c coi l
yu t cnh tranh quan trng trong vic thu ht khch hng c bit l nhng th
trng m thu nhp ca dn c cn thp. Trong vic pht trin sn phm mi doanh
nghip phi c chnh sch gi thch hp to cho sn phm c ch ng vng chc
trn th trng.
Trong chnh sch gi i vi sn phm mi, doanh nghip c th theo ui nhng
mc tiu c bn sau y:

tn ti (gi cao hn chi ph)

ti a ho li nhun trc mt

tng th phn

thu hi vn nhanh

dn u v cht lng
Cc mc tiu khc: mt doanh nghip c th dng gi phc v cho mt s
mc tiu c th hn. Doanh nghip c th t gi mc thp ngn chn
cnh tranh hay t gi bng gi ca i th cnh tranh gi n inh th
trng. Gi c th c quyt inh mc gi uy tn cng nh h tr cc hng
bun hay trnh s can thip ca Chnh ph.

Tuy nhin, doanh nghip khng th da vo mun ch quan ca mnh nh gi.

Bn cn phi tun th nhng rng buc nht nh. Hy tham kho ..
Chnh sch gi ht vng (Skimming) v gi thm nhp th trng (Penetration):
Khi xc nh gi cho mt sn phm, nht l sn phm mi, doanh nghip cn xem xt
nn p dng chnh sch gi ht vng th trng (skimming) hay gi thm nhp th
trng (penetration pricing).
Chnh sch gi ht vng th trng (Market-Skimming Pricing): ht vng th trng
lin quan n vic nh gi cao so vi gi th trng. Chnh sch ny c bit thch
hp vi cc sn phm mi v:

Trong giai on u ca chu k sng ca mt sn phm, gi c khng phi l

yu t quan trng nht;
Th trng s c phn nh theo thu nhp nh gi cao;
N c th l mt yu t bo v mt khi gi c xc nh sai;
Gi cao ban u s hn ch nhu cu mc sn xut ban u ca doanh
nghip.

Chnh sch gi thm nhp th trng: Trong chin lc ny, mt mc gi thp ban
u s gip sn phm c c th phn ln ngay lp tc. Tuy nhin, p dng chnh
sch ny, nn c nhng iu kin sau:

Sn phm c mc cu gin ln;

Gi n v ca sn phm s phi gim i ng k khi sn phm c sn xut

theo quy m ln;

Doanh nghip cn d tnh trc l sn phm s phi chu cnh tranh mnh
ngay khi n xut hin trn th trng;

Chit khu v hoa hng

Chit khu:

Chit khu s lng: Cc n t hng c th gim chi ph sn xut v vn

chuyn hng ho.
Chit khu thng mi
Chit khu thanh ton

Cc khon hoa hng: l vic gim gi bi hon li nhng dch v khuyn mi

m cc i l thc hin.
Chnh sch phn phi sn phm
Ni dung c bn ca chnh sch phn phi trong marketing sn phm mi l thit k
v qun l mng li bn hng trong giai on u doanh nghip tung sn phm ra th
trng.
Mng li bn hng l tp hp cc knh vi s tham gia ca cc ch th khc nhau
c sc mnh v uy tn khc nhau a hng ho t doanh nghip sn xut n cc
khch hng mt cch thnh cng.Vic thit k v qun l cc knh bn hng ho mi
ca doanh nghip phi bo m cc yu cu c bn sau y:

Ph hp vi tnh cht ca sn phm.

To iu kin thun li nht cho khch hng trong vic tip cn v tm mua
sn phm mt cch d dng.

Xem xt knh phn phi ca i th cnh tranh.

Cc knh phn phi cn m bo tng doanh s bn ca cng ty v thit lp

mi quan h bn vng vi cc trung gian.

Th no l mt i l ca nh sn xut?
l mt hng bn bun trung gian bn mt phn hoc tt c dng sn phm ca
doanh nghip mt vng lnh th nh trc. Mt i l ca nh sn xut rt c ch
trong ba tnh hung di y:

Mt doanh nghip nh vi mt s loi sn phm nht nh v khng c lc

lng bn hng. Nh vy, i l l ngi m nhim cng tc bn hng.
Mt doanh nghip mun thm mt sn phm hon ton mi hoc c th khng
c lin quan vo dng sn phm sn c ca mnh. Nhng i ng bn hng ca
doanh nghip cha c kinh nghim i vi sn phm mi hoc i vi mt
phn th trng mi. Phn phi sn phm mi ny c th giao cho i l m
trch.
Mt doanh nghip mun thm nhp vo mt th trng mi nhng i ng
bn hng ca h cha pht trin c th m nhim. Doanh nghip c th
s dng mt nh i l quen thuc vi mng th trng .

C ba loi knh phn phi chnh:

Phn phi c quyn:

Hn ch s nh phn phi trung gian

Nh trung gian khng bn hng ca i th cnh tranh;

Doanh nghip hy vng khch hng c kin thc v nng ng mua sn

phm;

Tng cng n tng ca sn phm v c li cao

Chn mt a im bn sn phm.

Phn phi c chn lc:

l phng thc trong s doanh nghip sn xut nhiu hn s nh phn phi v

doanh nghip sn xut khng tn nhiu chi ph kim sot cc a im bn hng.
Phn phi rng ri:
doanh nghip s tm nhiu a im bn hng to thun li cho khch hng tm kim
sn phm nhng s mt kh nng kim sot h thng bn hng.

Chnh sch truyn thng v xc tin bn hng Khi mt sn phm mi c gii thiu
trn th trng, mc tiu chnh ca chnh sch truyn thng v xc tin bn hng l:

Thng bo vi khch hng tim nng rng hin nay c mt sn phm mi,
sn phm mi c s dng th no v nhng li ch ca sn phm mi.
Bn trc tip cn c tng cng nhm vo c ngi phn phi v ngi tiu
dng.

Thay v gi in hay gp g tng khch hng, doanh nghip c th gii thiu

sn phm mi ti hi ch thu ht c cc khch hng c quan tm.

Cc phng php xc tin bn hng?

Bn hng trc tip:
u im:

linh hot ln.

Nhm thng vo khch hng mc tiu.

To ra doanh s bn thc t

Kh khn: Chi ph cao

Qung co:
u im:

H tr hot ng bn hng trc tipo Thu ht nhng khch hng m i ng

bn hng cha th tip th c
Ci thin mi quan h vi cc nh bn buno Thm nhp vo mt th trng
(a l) mi hay thu ht mt phn on th trng mi

Gii thiu sn phm mi

M rng kh nng s dng ca mt sn phm

Tng doanh s bn hng cng nghip

Chng li cc sn phm thay th

Xy dng thin ch ca cng chng i vi doanh nghip

H tr bn hng:
Hy xem xt hai chnh sch sau:

Chnh sch "ko": Chnh sch ny c s dng khi mc tiu ca doanh

nghip l tng lng bn v i hi phi thm nhp vo mt th trng mi.
khuyn khch khch hng dng th sn phm mi v thuyt phc h khng
dng cc sn phm khc, doanh nghip c th s dng cc bin php nh
coupon, chit khu thanh ton, pht hng th, v cc loi tin thng.
Chnh sch "y": Chnh sch ny gp phn h tr hot ng bn l v thin
ch ca cc i l. Cc hot ng h tr trong chnh sch ny c th l o to
cho i ng bn hng ca nh i l bn l, trnh by cc im bn hng, v tr
cp qung co.

Ti liu qung co:

u im:

Chi ph thp hn qung co v bn trc tip

em n cho khch hng mt ni dung qung co ng tin cy hn so vi
qung co trn cc phng tin truyn thngo Thu ht c s ch ca nhiu
ngi hn

Khch hng c th c c nhiu thng tin hn

ng lc hn

Quan h i ngoi:
Nhng hot ng ny c t chc nhm xy dng v pht trin mt hnh nh hay
mt mi quan h tt p gia doanh nghip v cng chng - khch hng, nhng nhn
vin, c quan a phng v chnh ph. Cc phng tin truyn thng c th s dng
trong cc chin dch qung co:

Bo ch

V tuyn truyn hnh

Th trc tip

Truyn thanh

Tp ch

Qung co ngoi tri

HIU NG VAI TR CA I NG BN HNG

Ngi ta thng h thp gi tr ngh bn hng v hiu khng ng n v nhng

ngi bn hng. l quan im sai lm. Vai tr ca ngi bn hng l rt ln. Ngoi
vic, nhng ngi bn hng l nhng ngi trc tip lm ra doanh thu, h cn l
nhng ngi truyn ti hnh nh v b mt ca doanh nghip. Cng vi s pht trin
ca cng ngh thng tin nhng thut ng bn hng t ng (sales force automation)
hot ng bn hng qua Internet, in thoi, v cc giao dch in t khc ang t ra
cu hi vi cc nh doanh nghip: liu chng ta c cn cn i ng bn hng na hay
khng? Cu tr li l C. Trc khi hiu c ng n vai tr ca lc lng bn
hng, hy t cu hi cho chnh mnh lc lng bn hng lm g? v ti sao mt
s hng nh FPT, VDC lun o to v tuyn chn k cng lc lng bn hng trong
khi mt s hng tiu dng khc li khng lm nh vy? hay C phi lc no bn

hng cng l cung cp gii php cho khch hng hay khng? Gii thch c nhng
cu hi trn, cn phi phn bit r ba hnh thc bn hng (bn hng giao dch, bn
hng t vn v bn hng quan h chin lc) m y trong phm vi ng dng ca
doanh nghip va v nh, ti ch xin trnh by hai hnh thc u tin.
Th nht l bn hng mang tnh cht giao dch (transactional sales), hnh thc bn
hng p dng cho nhng hng ho tiu dng mang tnh ph bin nh bn chi nh
rng, x phng, bt, sch... y l nhng hng ho m ngi tiu dng t c s phn
bit v khng i hi s tr gip t ngi bn, vai tr ca ngi bn khng cn c
bit quan trng na. iu m ngi tiu dng cn l mt gi c cnh tranh v s thun
tin trong vic mua bn. Nh vy th im mu cht vn l xy dng c mt mng
li phn phi rng v gi thnh h do vic sn xut t n li th nh quy m. i
vi nhng mt hng bn theo hnh thc ny, cc hng c th tit kim c chi ph
nh p dng cng ngh thng tin hay nhng cng ngh khc. Sn phm doanh nghip
ri vo hnh thc bn hng ny l iu nguy him nht, bi li nhun trn tng sn
phm ngy cng t, cnh tranh ngy cng cao. Gii php cho nhng sn phm ny s
c cp mt chuyn mc khc.
Th hai l bn hng t vn (consultative sales) l hnh thc bn nhng sn phm c i
km vi dch v t vn. V d: bn cc thit b tin hc, cc sn phm cng ngh cao
v nhng sn phm khng d dng s dng v ci t. Ngi bn hng nhng sn
phm hnh thc ny cn gip khch hng hiu c nhng vn vng mc
ca h, nhng c hi c th c, tm ra nhng gii php sng to cho khch hng. Lc
lng bn hng t vn hot ng tt nht khi cc sn phm ca h: khc bit vi sn
phm ca i th cnh tranh, sn phm hoc dch v c th thch nghi hoc ty bin
theo yu cu ca khch hng, qu trnh chuyn ch v ci t i hi tr gip t pha
nh cung cp.

Ngoi vic xc nh r sn phm v dch v ca doanh nghip mnh thuc hnh thc
no nhm xc nh chc nng v nhim v ca i ng bn hng, doanh nghip cn
nn bit rng lun c mt xu th chuyn t bn hng t vn sang bn hng giao dch.
C rt nhiu nguyn nhn trong ch yu l nhn thc v sn phm ngy cng tng
ca ngi tiu dng. V vy, cc doanh nghip bn hng hnh thc t vn phi lun

nng cao trnh ca i ng bn hng nhm to ra nhng gi tr c bit cho khch

hng. Mt trong nhng dch v ang c xu hng dch chuyn t bn hng t vn
sang bn hng giao dch nh vy Vit nam l dch v thit k website. S khng cn
lu na, nhng ngi thnh cng nht l nhng ngi kt hp c vic thit k
website vi vic xy dng mt chin lc thng mi in t cho khch hng.

CHIN LC PHN PHI SN PHM

1. Bn cht v chc nng ca cc knh marketing

V sao phi s dng trung gian marketing?
Gii trung gian marketing, qua nhng tip xc, kinh nghim, s chuyn mn ha v
quy m hot ng ca h em li cho nh sn xut nhiu iu li hn so vi vic nh sn
xut t phn phi. S dng gii trung gian phn phi c th em li nhng s tit kim kh
ln (hnh 11.1)
K hiu quy c: SX: Nh sn xut
KH: Khch hng

Hnh 11.1: Trung gian phn phi c th em li s tit kim nh th no?

Nh hnh v cho thy: Bn nh sn xut trc tip lm marketing phn phi cho bn
khch hng i hi ti 16 ln tip xc. Nhng nu s dng trung gian phn phi s ln tip
xc gim xung ch cn 8.
Cc loi knh marketing:
Cc loi knh marketing thng dng nht c trnh by trong hnh 11.2

Hnh 11.2. Cc loi knh marketing

Knh trc tip khng c trung gian, nh sn xut bn hng thng cho ngi tiu dng.
C ba cch bn hng trc tip: Bn n tng nh, bn ti ca hng gii thiu sn phm v
bn theo th hoc in thoi t hng
Knh 1 cp ch c mt trung gian bn hng trong th trng hng tiu dng, l ngi
bn l. Trong th trng hng cng nghip, l ngi mi gii hay i din bn hng.
Knh 2 cp c 2 trung gian marketing. Trong th trng hng tiu dng, thng l
nh bn s v bn l. Trong th trng k ngh th l b phn phn phi ca cng ty v cc
nh bun.
Knh 3 cp c 3 trung gian phn phi. Th d: Trong ngnh nc ngt, ru bia c th
c thm tng i l hay i l bn bun-ngi bn s v ngi bn l.
Cc chc nng ca knh marketing

Cc thnh vin ca knh marketing thc hin cc chc nng sau y:

1.
iu nghin: Thu thp thng tin cn thit hoch nh chin lc v
to thun li cho s trao i.
2.
C ng: Trin khai v ph bin nhng thng tin c sc thuyt phc
cao v nhng mn hng ang kinh doanh v cc sn phm mi.
3.
Tip xc: Tm ra v thng tin c vi khch hng tng lai.
4.
Phn chia, ng gi, phn loi hng ha.
5.
Thng lng: C gng i ti tho thun v gi c v cc vn khc
quanh mn hng m khch nh mua c th bn c.
6.
Ti tr: Huy ng v phn chia tin bc thanh ton chi ph ca
knh, cp tn dng cho khch hng.
7.
Chu may ri: Chp nhn cc ri ro lin quan ti vic iu hnh hot
ng ca knh.
Cc chc nng trn c th thay i c gia cc thnh vin trong knh. Nu nh sn
xut thc hin c cc chc nng ny th chi ph s tng v gi c s cao hn. Khi mt s
chc nng c chuyn sang cho gii trung gian th chi ph v gi c ca nh sn xut s
thp hn, nhng phi tnh thm chi ph cho nh trung gian. Vn ai phi thc hin mi
chc nng trn ca knh, chnh l do nng sut v hiu qu quyt nh.
2. T chc v hot ng ca knh
Hot ng ca knh phn phi:
Mt knh phn phi l mt s lin kt cc c s khc nhau li v li ch chung. Mi
thnh vin trong ng dy u da vo nhng thnh vin khc. Cc nh phn phi xe Ford
da vo cng ty Ford c c nhng chic xe thit k v ch to tt, p ng c nhu
cu ca khch. Cng ty Ford th li da vo cc nh phn phi thu ht khch hng, thuyt
phc h mua xe Ford v cung cp cc dch v sau khi h mua. S thnh cng ca mi nh
phn phi xe Ford cng ph thuc vo vic ton b ng dy ca hng c cnh tranh gii
vi ng dy ca cc hng xe hi khc khng?
Mi thnh vin trong ng dy gi mt vai tr ring v chuyn thc hin mt hay
nhiu chc nng. Vai tr ca hng IBM l sn xut ra nhng my tnh c nhn hp dn khch
hng v to ra sc cu qua qung co rng ri ton quc. Vai tr ca ca hng chuyn doanh
my tnh l trng by my ti nhng v tr thun li, tr li thc mc ca khch hng mun
mua, k kt thng v v cung cp dch v cho khch. ng dy s c hiu qu nht khi
tng thnh vin c giao nhim v m h c th lm tt nht.

V s thnh cng ca cc c nhn thnh vin tu thuc vo thnh cng ca c ng

dy, nn mi c s trong ng dy u phi hiu vo chp nhn phn vic ring ca mnh,
phi hp mc tiu v hot ng ca mnh vi mc tiu v hot ng ca cc thnh vin khc
v phi hp hon thnh mc tiu ca ng dy. Bng s hp tc, h c th nm bt, cung
ng v tha mn th trng mc tiu tt hn.
ton b ng dy hot ng tt, cn chuyn mn ha vai tr ca tng thnh vin
v cc xung t v nu c cc xung t th phi c iu giai hu hiu. S hp tc, chuyn
mn ha v xung t trong ng dy ch thc hin c vi mt cp lnh o vng mnh.
ng dy s hot ng tt hn nu c mt gung my iu hnh c quyn lc, phn chia
lc lng hp l trong ng dy, bit cch phn nhim v v phn gii xung t mt cch
khoa hc.
T chc knh phn phi
Trc y, cc knh phn phi l tp hp ngu nhin, cc thnh vin c lp v ch
quyn vo qun l, ng thi mi thnh vin t quan tm ti hot ng ca c knh.
S pht trin ca h thng marketing dc VMS (Vertical Marketing System)
Mt h thng marketing dc VMS hot ng nh mt th thng nht, gm cc nh sn
xut, nh bn s v nh bn l. Hoc thnh vin ny l ch ca thnh vin khc hoc cho h
c quyn kinh tiu hoc c quyn lc mnh n ni cc thnh vin kia phi hp tc. Mt
VMS c th do mt nh sn xut, mt nh bn l hay mt nh bn s thng tr. VMS xut
hin nhm kim sot hot ng ca knh v iu gii xung t do mi thnh vin ch chy
theo li ch ring ca mnh.
So snh knh marketing thng thng vi h thng marketing dc c trnh by trong
hnh 11.3

H 11.3. So snh knh marketing thng thng vi h thng marketing dc

S pht trin ca h thng marketing a knh
Cc cng ty cng ng dng nhng h thng marketing a knh vn ti cng mt
th trng hay nhng th trng khc nhau. Chng hn, M cng ty General Electric va
phn phi sn phm cho cc nh bun c lp, va bn thng cho cc nh thu xy dng ln.
Vit Nam, cng ty nc gii kht IBC va phn phi cho cc nh bun c lp, va phn
phi cho cc im HOREKA (Hotel, Restaurant, Karaoke).
3. Hoch nh v quyt nh knh phn phi
Hoch nh knh phn phi i hi phi nh ra cc mc tiu, rng buc, xc nh
nhng chn la v knh v nh gi chng.
Thit lp cc mc tiu v cc rng buc
Vic hoch nh mt knh phn phi hiu qu bt u bng s nh r cn phi vn
ti th trng no vi mc tiu no? Cc mc tiu c th l mc phc v khch hng ti u
v cc trung gian phi hot ng nh th no? Nhng rng buc ca knh bao gm: c im
ca ngi tiu th. c im v sn phm, c im ca gii trung gian (tip cn, thng
tho, qung co, lu kho...), c im ca mi trng v c im ca cng ty (quy m, kh
nng ti chnh, chin lc marketing.
Xc nh nhng la chn ch yu bao gm Cc kiu trung gian marketing, s lng
trung gian (phn phi rng ri, tng kinh tiu, phn phi chn lc) v quyn hn v trch
nhim ca cc thnh vin trong knh.

nh gi nhng la chn knh. Gi s mt nh sn xut mun cho ra mt knh tha

mn tt nht nhng mc tiu di hn ca cng ty. Nh kinh doanh cn phi nh gi knh
theo cc tiu chun kinh t, tnh thch nghi v tnh d kim sot.
Nhng quyt nh v knh phn phi i hi s la chn v kch thch tng c nhn
trung gian v nh gi hot ng ca cc thnh vin trong knh.
Tuyn chn thnh vin ca knh
Cng ty phi bit thu ht cc trung gian c cht lng cho knh d nh. Nhng trung
gian tt cn c nhng c im g? l kh nng am hiu v quan h tt i vi khch
hng, thm nin v kinh nghim, kh nng hp tc, hiu qu v uy tn trong kinh doanh. i
khi cn nh gi v a im kinh doanh, kh nng pht trin trong tng lai.
Kch thch thnh vin ca knh
Gii trung gian phi c thng xuyn kch thch lm vic tt hn. Cng ty cn phi
hiu c nhu cu v c mun ca h. C 3 kiu tip cn vi gii trung gian: hp tc, hn
hp v lp chng trnh phn phi
- S hp tc c kch thch bng mc li cao, tin thng, tr cp qung co, tr cp
trng by hng, thi ua doanh s.
- S hn hp th hin cch lm n lu di, v li ch chung i vi nh phn phi.
- Lp chng trnh phn phi l kiu tha thun tin b nht. Hai bn cng vch ra mc
tiu kinh doanh, k hoch tiu th, k hoch qung co, khuyn mi. Cng ty bin cc nh
phn phi t cch ngh pha ngi mua chuyn sang cch ngh, lm n pha ngi bn.
H l mt b phn trong h thng marketing dc VMS ca cng ty.
nh gi cc thnh vin ca knh
Nh sn xut phi nh k nh gi hot ng ca ngi trung gian theo nhng tiu
chun nh nh mc doanh s t c, mc lu kho trung bnh, thi gian giao hng cho
khch, cch x l hng ha tht thot hoc h hng, mc hp tc trong cc chng trnh
qung co v hun luyn ca cng ty v nhng dch v h phi lm cho khch.
Mc doanh s t c ca cc trung gian c th c so snh vi mc h t c
trong thi k trc . T l tng tin trung bnh ca c nhm c th dng nh mt tiu
chun nh gi.
4. T chc h thng bn l

Bn l l tt c nhng hot ng c lin quan n vic bn hng ha hay dch v trc tip cho
ngi tiu dng h s dng cho bn thn ch khng phi kinh doanh.
Bn l l mt ngnh quan trng. So vi cc c s sn xut v bn s, h ng gp 7 ln
v l ngun cung cp vic lm rt ln. Cc nh bn l M t doanh s ti hng ngn t
la. Mi hng, bn l hng u t doanh s t 8 t n 40 t la hng nm. Cc hnh
thc bn l rt phong ph v a dng.
1. Theo mc phc v, gm c:
- Bn l t phc v
- Bn l phc v c gii hn
- Bn l phc v ton phn
2. Theo mt hng kinh doanh, c cc loi:
- Ca hng chuyn doanh
- Ca hng bch ha
- Cc siu th v i siu th
- Cc ca hng thc phm tin dng
3. Theo gi bn, ngi ta phn bit
- Ca hng chit khu. Cc ca hng ny bn hng t tiu chun vi gi thp. H chp
nhn mc li thp nhng khi lng bn ra ln.
- Ca hng kho (bn s lng ln vi gi h).
4. Bn l khng dng ca hiu, gm c:
- Bn qua bu in
- Bn qua catalog
- Bn qua in thoi
- Bn hng bng my bn hng t ng

- Bn l tn nh
5. Ca hng chui (Chain Store)
Ca hng chui l mt trong s nhng pht trin quan trng nht ca hot ng bn l
ca th k ny. l ca hng c hai hay nhiu hiu bn l cng chung mt s hu v kim
sot bn nhng mt hng ging y nh nhau, vic mua bn c tnh cht tp quyn v c th c
kiu kin trc ca hiu y ht nhau. Chui cng ty c cng chung s hu v kim sot, c kin
trc vi phong cch ng nht lm ni bt mi ca hng n v v gip khch hng d
nhn ra hn. Chui cng ty c li th hn cc ca hng c lp nh kh nng c th bn gi
h v tiu th c khi lng ln hng ha.
6. Hp tc x tiu th
L t chc bn l ca chnh khch hng. Nhng ngi c tr chung trong mt cng
ng c th lp mt hp tc x tiu th khi h cm thy nhng hiu bn l a phng li
qu cao hoc cung cp hng km phm cht hay mt hng ngho nn. Nhng ngi dn ny
gp tin li m ra ca hng ring ca h v biu quyt v mi ng li hot ng cng
nh chn la cc qun tr vin. Ca hng c th bn gi thp hn hoc bn gi nh bnh
thng v chia li cho cc x vin da trn mc mua hng ca h.
7. T chc c quyn kinh tiu
Mt t chc c quyn kinh tiu l mt s lin kt theo hp ng gia bn k pht c quyn
(Franchiser) v bn c nhng c quyn (Franchisees) - Nhng thng gia c lp mun
mua quyn s hu v quyn kinh doanh mt hoc nhiu n v thuc h thng c quyn.
Ngi k pht c quyn kinh tiu s nhn c nhiu khon li nh: ph gia nhp,
tin bn quyn tnh theo doanh s, l ph cho thu trang thit b c chia mt phn ln. V
d: Hng Mc. Donald thu l ph gia nhp 150.000 la cho mi ngi c nhng c
quyn; l ph bn quyn l 3%, l ph thu mn trang thit b l 8,5% doanh s ca ngi
mua c quyn. Cng ty cn buc h phi ti hc Hamburger University trong 3 tun l
bit cch kinh doanh ra sao.
5. T chc h thng bn s
Bn s bao gm tt c cc hot ng nhm bn hng ha v dch v cho ngi mua v
bn li hoc kinh doanh. c nh bn s, giao dch ch yu i vi khch hng bun bn
hn l khch tiu dng trc tip. H ch yu mua hng t nh sn xut, bn cho ngi bn l,
cho cc c s k ngh v cc nh bn s khc.

Nh bn s thc hin nhiu chc nng bao gm vic bn hng v qung co, mua hng
v lm cng vic phn phi, bc d hng vi khi lng ln, tn kho, chuyn ch, ti tr,
chp nhn ri ro, cung ng tin tc th trng, cung cp cc dch v v qun tr v lm t vn.
Gii bn s thng c phn phi thnh bn nhm:
1. Nh bn s thng nghip
Nm quyn s hu hng ha. Nhm ny gm cc nh bn s phc v ton phn (thng
nhn bn s, nh phn phi - kinh tiu k ngh) v cc nh bn s phc v gii hn (bn s
tin mt t ch, nh bn s b mi trung gian trc tip giao hng, nh bn s k gi v bn s
theo n t hng).
2. Cc nh mi gii v i l
H khng s hu hng ha v ch thc hin chc nng mi gii to thun li cho vic
mua v bn, qua h c hng hoa hng t 2 - 6% trn gi bn. in hnh ca gii ny
l cc nh mi gii thc phm, a c, bo him v chng khon. Cc i l thng c nhiu
dng: i l ca nh sn xut (i l bn s), cc i l tiu th, i l thu mua v nh bun
n hoa hng.
3. Chi nhnh v vn phng ca nh sn xut
Vn phng giao dch v chi nhnh bn hng ca nh sn xut c thnh lp thc
hin cc cng vic bn hng, qung co v kim tra hng tn kho. Nhng chi nhnh bn hng
ny thng c tr hng v thng hot ng trong nhiu ngnh trang thit b, ph tng xe
hi, tp ha, hng kh.
4. Cc nh bn s tp loi
Gm cc nh bn s kinh doanh nhiu loi mt hng khc nhau k c cc i l u mi
xng du, bn v giao hng n tn tng cy xng, cc cng ty u gi
Trong hot ng kinh doanh hin nay, cc nh bn s tin b ang thch ng cc hot
ng, dch v theo nhu cu khch hng v tm kim nhng phng php gim chi ph ca
vic giao dch.
6. T chc lc lng bn hng
Cng vic t chc v qun tr nhn vin bn hng l phn tch, lp k hoch, thc hin v
kim tra nhng hot ng bn hng. N bao gm vic thit lp mc tiu, chin lc cho nhn
vin bn hng, tuyn dng, chn la, hun luyn, gim st v nh gi nhng i din bn
hng ca cng ty.

Nhn vin bn hng phi thm d, tm kim v vun trng cc khch hng mi. H phi
truyn t kho lo nhng thng tin v sn phm v dch v ca cng ty. Nhn vin bn hng
phi bit ngh thut bn hng bao gm: tip cn, gii thiu tr li nhng c tuyt v kt thc
vic bn. H cng cung cp dch v cho khch hng - c vn, tr gip k thut, thu xp vic,
ti tr v giao hng. Nhn vin bn hng cn phi lm cng vic iu nghin v tnh bo v
th trng v lm nhng bo co v giao dch. H cng tin hnh iu phi hng ha khan
him trong thi k sn xut thiu.
Nhn vin bn hng nn dnh 80% thi gian cho khch hng hin ti v 20% cho khch hng
tng lai v dnh 85% cho nhng sn phm n nh 15% cho nhng sn phm mi. Nhn
vin bn hng phi bit cch to tha mn cho khch v to li nhun cho cng ty. H phi
bit cch phn tch d liu v tiu th, o lng tim nng th trng thu nht tin tc th
trng v trin khai nhng chin lc cng k hoch marketing.
Ct ty ca mt hot ng bn hng thnh cng l phi c mt i ng nhn vin bn
hng gii. Phi bit tuyn chn h. H phi l ngi c thi quen theo ui, lun lun c nhu
cu phi chin thng v tc ng c n ngi khc. cng l nhng ngi dm nhn
ri ro t c mc ch, bit gn b cht ch mnh vi khch hng. H coi trng li ch
ca khch hng, xem mnh l bn, l ng i vi khch hng hn l i th.
Cc nhn vin bn hng cn c o to, hun luyn mt cch cn thn v c h
thng. H cn bit thm d, nh gi, tip cn vi khch hng, bit cch trnh by gii thiu
hng ha, bit cch x l tnh hung. Ngi bn hng cn c hun luyn k v k nng
thng tho, cch kt thc mt thng v, bit cch hng dn s dng, lp t v thc hin
hon ho cc dch v cho khch hng.
Nhn vin bn hng cn c gim st, khuyn khch v ng vin lin tc nng cao
hiu qu hot ng ca h. Ngi bn hng cng c ng vin kch thch tt th cng tn
ty vi cng vic v kt qu cng tt hn khi h c th c thng nhiu hn, do
vui lng hn v li cng hng hi, c gng hn.

CHIN LC SN PHM V DCH V

Mt khi Cng ty phn khc th trng mt cch cn thn, la chn c nhng

nhm khch hng mc tiu v xc nh c cch nh v mong mun trn th trng, th n
sn sng pht trin v tung ra th trng nhng sn phm.

Trong i sng ca sn phm, cng ty thng thay i chin lc Marketing ca mnh.

S d nh vy khng ch l tnh hnh kinh t thay i v cc i th cnh tranh tung ra nhng
i tin cng mi. m cn l v sn phm tri qua nhng giai on mi ca s quan
tm v yu cu ca ngi mua. Do cng ty phi ra nhng chin lc k tip nhau cho
ph hp vi tng giai on trong chu k sng ca sn phm. Ngay c khi bit rng sn phm
khng sng mi, cng ty vn hy vng tng tui th v kh nng sinh li ca sn phm .
Trong chng ny chng ta s tm hiu v chin lc sn phm, bao gm chin lc
sn phm mi, chin lc v chu k sng sn phm, chin lc v bao gi, nhn mc..
1. Khi nim v sn phm.
Sn phm l nhng hng ha v dch v vi nhng thuc tnh nht nh, vi nhng ch
dng c th nhm tha mn nhng nhu cu i hi ca khch hng. Sn phm c gi tr s
dng v gi tr, n c th l hu hnh hoc v hnh.
Trong vic trin khai sn phm ngi lp k hoch cn suy ngh sn phm 3 mc .
Phn ct li ca sn phm
Phn ct li ca sn phm phi gii p c cu hi: Ngi mua thc s ang mun
g? Nh qun tr marketing phi khm ph ra nhng nhu cu tim n ng sau mi sn phm
v em li nhng li ch ch khng phi ch nhng c im. Phn ct li nm tm sn
phm.
Phn c th ca sn phm
Ngi thit k sn phm phi bin ct li ca sn phm thnh sn phm c th. V d:
xe my, ng h, nc hoa, t lnh tt c l nhng sn phm c th. Sn phm c 5 c
tnh:
- Mt mc cht lng
- Nhng c im
- Mt kiu sng to
H 9.1. Cu to mt sn phm

Ngi thit k sn phm phi a ra thm nhng dch v v li ch bi sung to

thnh phn ph thm ca sn phm. Hnh trn y minh ho tt c nhng iu ta va trnh
by v sn phm.
Tm li, khi trin khai sn phm, cc nh marketing trc ht phi xc nh nhng nhu
cu ct li ca khch hng m sn phm s tho mn. Sau phi thit k c nhng sn
phm c th v tm cch gia tng chng to ra mt phc hp nhng li ch tho mn nhu
cu, c mun ca khch hng mt cch tt nht.
2. Tn hiu sn phm
Ngi tiu dng cm nhn v tn hiu hng ho nh mt phn thc cht ca sn phm.
Vic t tn hiu c th lm tng gi tr cho sn phm.
V d. Mt chai du gi u Hng Bi ca Hng M Phm Thorakao, mt chai du
gi B Kt ca hng P/S s c coi l nhng loi du gi u tt, cht lng cao nhng nu
nhng th ng trong mt chai khng nhn hiu s b coi l cht lng ti, gi r, d mi
hng hay cht lng y ht. Sau y l mt s khi nim cn bn:
- Tn hiu (Brand Name) l tn gi nhm xc nh hng ho hay dch v ca ngi bn v
phn bit vi hng ho ca nhng doanh nghip khc. Tn hiu l phn c ln c. V d:
Pepsi, Tribeco

- Du hiu (Brand Mark) l nhng biu tng, mu v c trng cho mt hng hoc
mt sn phm. V d: biu tng ca hng Mercedes l ci v lng hnh ngi sao ba cnh
- Nhn hiu (Trade Mark) l tn hiu thng mi c ng k v c lut php
bo v trnh hin tng lm gi.
Nh qun tr phi a ra quyt nh v tn hiu v nhn hiu. Cng ty phi quyt nh
c nn t tn hiu khng (hnh9.2)
H9-2. Quyt nh tn hiu cho sn phm

Vic t tn hiu ny nay pht trin mnh n ni kh m c sn phm no khng c

tn hiu. Mui cng c ng vo gi ring ca nh sn xut, cam c ng con du ring
ca ngi trng, nhng ph tng xe hi: bugi, v, rut, b lc u c tn hiu, n c tht g
ngi ta cng t tn hiu.
Gn y c s tr li thi khn nhn hiu ca mt s hng tiu dng. Nhng mt
hng chung ny ch c ng gi m khng c g xc nh ngi sn xut nhm tit kim
chi ph v bao b v qung co. Chng ta xem xt cc vn v quyt nh t tn nhn hiu:
Ti sao phi t tn nhn hiu?
N c li cho ai? H hng li nh th no? V phi chu tn ph bao nhiu? Chng ta
phi nhn vn t tn hiu t quan im ca ngi mua, ngi bn v x hi.
- Quan im ngi mua

Tn hiu gip ngi ta bit t nhiu v cht lng: Kodak, Honda, Sony Nu hng
tiu dng khng nhn hiu th phi s, ngi kh mt thi gian. Nu nh ngi khc mua
h s rt kh khn.
- Quan im ngi bn
+ Tn hiu s gip cng ty d thc hin n t hng.
+ Tn hiu gip qung co, thu ht c khch hng.
+ Tn hiu to iu kin chng cnh tranh, c php lut bo v.
+ Tn hiu lm tng uy tn ca cng ty.
- Quan im x hi
+ t tn hiu a ti cht lng sn phm cao hn.
+ C nhiu mt hng, d la chn.
Quyt nh v ngi ng tn hiu
Sn phm c th c tung ra vi tn hiu ngi sn xut. hay tn hiu ca ngi phn
phi (trung gian). Thm ch ngi ta c th mn tn hiu. V d: nm 1981 Piere Carddin
thu c 50 triu la tin bn quyn trn cc sn phm tr gi 1 t la ca 540 hng trn
ton th gii, khch hng lng l gia hai sn phm tng t th hu nh s chn sn phm
c tn hiu quen thuc.
Quyt nh v cht lng tn hiu
Cht lng l mt trong nhng cng c nh v ch yu ca nh lm marketing, cht
lng th hin: tnh bn, tnh tin cy, tnh an ton, d s dng, d sa cha. C 4 mc cht
lng: thp, trung bnh, cao v ho hng. Mc li tng theo mc cht lng ca sn phm.
Cng ty nn nhm vo cht lng cao. Cht lng ho hng ch lm mc li tng nh cht t
m chi ph li ln
Quyt nh tn hiu ring hay tn cng ty
Chng ta c th la chn mt trong hai hng, tn hiu ring hoc tn hiu c km
theo tn cng ty.Tn hiu ring khng nh hng n uy tn ca cng ty. Cn tn hiu c
km tn cng ty: c nhiu thun li khi cng ty ni ting, c uy tn. Tuy nhin nu sn phm
cht lng yu nh hng n uy tn cng ty.

Quyt nh m rng tn hiu

Cc cng ty c th s dng mt tn hiu thnh cng tung ra nhng sn phm mi
hay sn phm ci tin.V d: Hng Honda dng tn ca mnh tung ra mt hng my xn
c. Trong khi hng Gillette s dng tn Gillette tung ra cc mt hng v sinh nam gii.
Quyt nh a hiu
y l quyt nh trin khai nhiu nhn hiu trong cng mt loi sn phm. V d:
hng P&G sn xut c 10 loi bt git vi tn hiu khc nhau. Do , cng ty tng nhanh
c doanh s, li nhun, chim c nhiu ch trn k by hng.
Quyt nh, ti nh v tn hiu
D mt tn hiu c nh v tt th no trong th trng th sau nh sn xut cng
phi ti nh v cho n. Vic ti nh v c th i hi thay i c sn phm ln hnh nh ca
n. Hng P&G ti nh v x bng Bold bng cch thm cht gi mm vi.
Tm li, vic la chn mt tn hiu phi ht sc cn thn. Tn hiu phi ni ln c
phn no v li ch v cht lng sn phm. Phi d c, d nhn ra v d nh. Tn hiu phi
c o, phi dch c d dng sang ting nc ngoi v c th c ng k v php lut
bo v d dng.
3. Nhng quyt nh v bao b sn phm
Bao b c vai tr rt quan trng. Mt s nh marketing coi bao b l ch P th nm cng
vi 4 ch P trong marketing mix (Packeage). Tuy nhin hu ht gii marketing u cho rng
bao b l mt yu t trong chin lc sn phm.
Vic to bao b (Packaging). L nhng hot ng nhm v kiu v sn phm cha
hay bao gi cho mt sn phm. Bao b gm 3 lp:
- Bao b lp u l ci trc tip cha sn phm. V d chai ng nc hoa l bao b lp
u.
- Bao b lp nh l bao b bo v bao b lp u v s b i khi ta sp dng sn phm
. Hp ng chai nc hoa l bao b lp nh. N c tc dng bo v b sung, va l ch
qung co thm.
- Bao b vn chuyn l lp bao b cn thit cho vic lu kho v vn chuyn. Mt s hp
cng ng 6 t chai nc hoa ni trn l bao b vn chuyn.

Bao b l mt cng c marketing quan trng

Bao b thu ht khch hng, m t c ch dng ca sn phm, to nim tin v n
tng tt p v sn phm. Ngi tiu dng sn sng mua s tin li, kiu dng p, mc
ng tin cy v uy tn ca mt bao b tt. Bao b gip cho khch hng nhn ngay ra cng ty
hoc sn phm no . Ai i mua phim nh cng nhn ra ngay bao b mu vng quen thuc
ca hng Kodak, mu xanh ca hng FUJI.
Trin khai bao b cho sn phm mi
Vic trin khai mt bao b hu hiu cho mt sn phm mi i hi nhiu quyt nh.
Nhim v ca bao b l bo v, gii thiu sn phm. Kch c, hnh dng, cht liu, mu sc,
ch ngha v du hiu trn bao b. Nhng yu t ny phi hi ho lm ni bt gi tr b
sung ca sn phm cho khch hng thy v h tr cho vic nh v sn phm v chin lc
marketing. Bao b phi nht qun i vi vic qung co, nh gi, phn phi v cc chin
lc marketing khc.
Nhng quyt nh v nhn hiu trn bao b
Nhn hiu trn bao b c th m t vi iu v sn phm. Ai sn xut, sn xut u,
khi no, cha ci g, s dng nh th no? V s dng sao cho an ton. Nhn c th qung
co cho sn phm nh nhng hnh v hp dn ca n. Nhn c th li thi theo thi gian nn
cn lm mi. Nhn x bng Ivory c lm li 18 ln.
Nhng quyt nh v dch v khch hng
Dch v cho khch hng l mt yu t quan trng trong chin lc sn phm. Cc sn
phm nh x bng, kem nh rng, m n lin hay hay mui th chng c dch v i km.
Nhng sn phm nh xe hi, t lnh, tivi thng c km theo dch v tng kh nng
thu ht khch hng. Cc dch v c th bao gm: hng dn s dng, bo tr, giao hng theo
khch v bn tr gp. Dch v khch hng phi lm tht tt v vi cht lng cao. Chng
s l nhng cng c cnh tranh c hiu qu trn thng trng.
4. Chu k sng ca sn phm v cc chin lc marketing
By gi ta s i vo tng giai on ca chu k sng ca sn phm v xem xt cc chin
lc Marketing tng ng.
H 9-3. Chu k sng ca mt sn phm

Giai on tung ra th trng

Giai on tung ra th trng bt u khi mt sn phm mi c em ra bn trn th
trng. Cn phi c thi gian tri sn phm ra mt s th trng v m bo vn chuyn
cho cc i l, nn nhp tng trng mc tiu th c th l chm. Nhng sn phm quen
thuc nh c ph ho tan, nc cam p lnh v my lm kem c ph bt phi mt nhiu
nm mi bc sng mt giai on pht trin nhanh. Buzzell pht hin ra mt s nguyn
nhn lm cho nhiu sn phm thc phm ch bin pht trin chm: S chm tr trong vic
m rng nng lc sn xut; nhng vn k thut ('b h hng v nhim khun"); s chm
tr trong vic t chc li mng li phn phi thch hp thng qua cc ca hng bn l; v
ngi tiu dng khng mun thay i nhng hnh vi tr thnh c hu 12. Trong trng
hp nhng sn phm mi, t tin, mc tiu th tng chm cn do mt s yu t ph khc
na: Trc nht l v ch c mt s t ngi mua c tin mua sn phm mi .
Trong giai on ny, li nhun m hay thp bi v mc tiu th thp, cc chi ph phn
phi v khuyn mi rt ln. Cn phi c nhiu tin thu ht nhng ngi phn phi v
cung cp hng cho h. Cc chi ph khuyn mi chin t l ln nht trong doanh s bn ra "v
cn c n lc khuyn mi mc cao nhm (1) thng tin cho nhng ngi tiu dng tim
m v sn phm mi v cha bit in, (2) kch thch dng th sn phm, v (3) m bo
phn phi n cc ca hng bn l".
Ch c mt s t i th cnh tranh v h sn xut nhng kiu mu c bn ca sn
phm , v th trng vn cha c nhng i hi tinh t i vi sn phm. Cc cng ty tp
trung vo vic bn sn phm ca mnh cho nhng ngi mua no sn sng mua nht,

thng l nhng nhm c thu nhp cao. Gi c xu hng cao, bi v "(1) chi ph cao do nng
sut tng i thp, (2) nhng vn cng ngh sn xut c th vn cha lm ch c hon
ton v (3) cn c mc cao h tr cho chi ph khuyn mi ln cn thit trc t
c s pht trin".
Cc chin lc Marketing trong giai on tung ra th trng
Khi tung sn phm mi ra th trng, nhng nh qun tr Marketing c th ra mc
cao hay thp cho tng bin Marketing, nh gi c, khuyn mi, phn phi v cht lng sn
phm. Nu ch xem xt gi c v khuyn mi th ban lnh o c th theo ui mt trong bn
chin lc sau.
Chin lc ht vng chp nhong l tung sn phm mi ra th trng vi gi cao v
mc khuyn mi cao. Cng ty tnh gi cao m bo li gp trn n v sn phm mc
cao nht. Cng ty chi kh nhiu cho vic khuyn mi nhm thuyt phc th trng v ch li
sn phm ngay c vi gi cao. Hot ng khuyn mi mc cao l nhm tng nhanh nhp
xm nhp th trng. Chin lc ny ch thch hp vi nhng gi thit nh sau: Phn ln
th trng tim n cha bit n sn phm; nhng ngi bit n u thit tha vi sn phm
v c th tr theo gi cho; cng ty ng trc s cnh tranh tim n v mun to ra s a
thch nhn hiu.
Hnh 9-4.: Bn chin lc Marketing khi tung hng ra th trng

Chin lc ht vng t t: l tung sn phm mi ra th trng cao v mc khuyn mi

thp. Gi cao gp phn t mc li gp trn n v sn phm cao nht, cn mc khuyn mi
thp th gi cho chi ph Marketing mc thp. Cch kt hp ny c k vng l s ht c
nhiu li nhun trn th trng. Chin lc ny ch thch hp khi th trng c quy m hu
hn; phn ln th trng iu bit n sn phm ; ngi mua sn sng tr gi cao; v s
cnh tranh tim m khng c du hiu sp xy ra.

Chin lc xm nhp chp nhong l tung sn phm ra th trng vi gi thp v chi

ph nhiu cho khuyn mi. Chin lc ny ha hn em li nhp xm nhp th trng
nhanh nht v th phn ln nht. Chin lc ny ch ph hp khi th trng ln; th trng
cha bit n sn phm; hu ht ngi mua u nhy cm vi gi, c tim n kh nng cnh
tranh quyt lit; chi ph sn xut mt n v sn phm ca cng ty gim dn khi quy m sn
xut tng v tch lu c kinh nghim sn xut.
Chin lc xm nhp t t l tung sn phm mi ra th trng vi gi thp v mc
khuyn mi thp. Gi thp s khuyn khch chp nhn sn phm nhanh chng, cn cng ty
gi chi ph khuyn mi mc thp l nhm t c nhiu li rng hn. Cng ty tin chc
rng nhu cu ca th trng co gin mnh theo gi, nhng rt t co gin do khuyn mi.
Chin lc ny ch thch hp khi th trng ln; th trng bit r sn phm; th trng
nhy cm vi gi; v c s cnh tranh tim n.
Mt cng ty, nht l cng ty i tin phong trn th trng, phi la chn chin lc
tung sn phm ra th trng cho nht qun vi xc nh v tr sn phm ca mnh. Chin
lc tung sn phm ra th trng phi l bc u tin trong k hoch ln nhm tin hnh
Marketing chu k sng. Nu ngi i tin phong la chn chin lc tung sn phm ra th
trng nhm "thng m", th n s phi hy sinh thu nhp lu di gi ly thu nhp trc
mt. Nhng ngi tin phong ca th trng c nhiu kh nng nht gi v tr dn u th
trng, nu h bit cch s dng con bi ca mnh
Lc u nhng ngi tin phong l nhng ngi cung ng duy nht, nm gi 100%
nng lc sn xut v mc tiu th. Giai on th hai, i th cnh tranh xm nhp th trng,
bt u t khi c i th cnh tranh mi to nn nng lc sn xut v bt u bn sn phm
ca mnh ra th trng. Cc i th cnh tranh khc cng nhy vo phn sn lng v mc
tiu th ca ngi dn u b gim xung.
Nhng i th cnh tranh tip theo xm nhp th trng bng cch tnh gi thp hn
vi ngi dn u. Sau mt thi gian gi tr tng i, nhn thc c sn phm ca ngi
dn u b gim i, buc ngi phi gim bt gi.
Trong giai on tng trng nhanh, nng lc sn xut c xu hng to nn qu kh d
tha, thnh th n khi xut hin thi k sn xut ngng tr theo chu k th nng lc sn xut
d tha ca ngnh s ko mc li xung mc "bnh thng" hn. Nhng i th cnh tranh
mi quyt nh khng xm nhp th trng na v nhng i th cnh tranh hin ti th c
gng cng c v tr ca mnh. iu ny dn n giai on th ba, th phn n nh, khi m
cc phn nng lc sn xut v th phn u n nh.

Tip sau thi k ny l giai on cnh tranh hng ho. Sn phm c xem l hng ho
ngi mua khng cn tr gi cao na m nhng ngi cung ng ch kim c t sut li
nhun trung bnh. Ti im ny bt u giai on rt lui. Ngi tin phong c th quyt nh
tng th phn ca mnh khi nhng cng ty khc rt lui. Khi ngi tin phong c th quyt
nh tng th phn ca mnh khi nhng cng ty khc rt lui. Khi ngi tin phong tri qua
nhng giai on khc nhau ca chu k cnh tranh ny n phi khng ngng nh gi li v
sa i cc chin lc Marketing.
Giai on pht trin
Giai on pht trin c nh du bng mc tiu th tng nhanh. Nhng ngi tin
phong thch sn phm v nhng ngi tiu dng n sm bt u mua sn phm . Cc i
th cnh tranh xm nhp th trng v b hp dn bi nhng c hi m rng sn xut v li
nhun cao. H tung ra nhng tnh cht mi ca sn phm v pht trin thm cc ca hng
phn phi.
Gi c vn gi nguyn hay c gim xung i cht v nhu cu tng rt nhanh. Cc cng
ty vn duy tr chi ph khuyn mi ca mnh mc c hay c tng i cht i ph vi s
cnh tranh m tip tc hun luyn th trng. Mc tiu th tng nhanh hn nhiu lm h thp
t l khuyn mi doanh s bn.
Trong giai on ny li nhun tng nhanh v chi ph khuyn mi c phn b cho mt
khi lng hng ln hn v chi ph sn xut trn n v sn phm gim nhanh hn so vi
nhp gim gi nh hiu qu ca "ng cong kinh nghim".
Rt cuc, nhp tng trng chuyn t nhp nhanh dn sang chm dn. Cc cng
ty phi theo di im bt u nhp chm dn chun b nhng chin lc mi.
Chin lc Marketing trong giai on pht trin
Trong giai on ny, cng ty s dngj mt s chin lc ko di mc tng trng nhanh
ca th trng cng lu cng tt.
+ Cng ty nng cao cht lng sn phm, b sung thm nhng tnh cht mi cho sn
phm v ci tin kiu dng.
+ Cng ty b sung nhng mu m mi v nhng sn phm che sn.
+ Xm nhp cc khc th trng mi.
+ M rng phm vi phn b ca mnh v tham gi cc knh phn phi mi.

+ Chuyn t qung co mc bit n sn phm qung co mc a thch sn

phm
+ Gim gi thu ht s ngi mua nhy cm vi gi tip sau.
Cng ty theo ui nhng chin lc m rng th trng ny s cng c c v tr cnh
tranh ca mnh. Nhng kt qu ny i km vi nhng chi ph thm. Trong giai on pht
trin cng ty phi dung ho gia th phn ln v li nhun hin ti cao. Bng cch chi tin
vo vic ci bin sn phm, khuyn mi v phn phi cng ty c th ginh c v tr khng
ch. N t b li nhun ti a trc mt vi hy vng trong giai on sp ti kim c li
nhun cn ln hn na.
Giai on chn mui (sung mn)
Ti mt im no , nhp tng trng mc tiu th sn phm s chng li v sn
phm bc vo giai on sung mn tng i. Giai on tng trng ko di hn so vi cc
giai on trc v n t ra nhng giai on gh gm i vi vic qun tr Marketing. Hu
ht cc sn phm u giai on sung mn ca chu k sng v v vy gn nh ton b cng
vic qun tr Marketing u nhm gii quyt sn phm sung mn .
Giai on sung mn c th chia lm ba thi k. Trong thi k th nht, sung mn tng
trng, nhp tng trng mc tiu th bt u gim st. Khng c knh phn phi mi
tng cng, mc d mt s ngi mua lc hu vn cn tip tc tham gia th trng. Trong
thi k th hai, sung mn n nh, mc tiu th tnh trn u ngi khng thay i, bi v th
trng bo ho. Hu ht nhng ngi tiu dng tim n dng th sn phm v mc
tiu th tng li chu s chi phi ca mc tng dn s v nhu cu thay th. Trong thi k
th ba, sung mn suy tn, mc tiu th tuyt i bt u gim, khch hng chuyn sang
nhng sn phm khc v nhng sn phm thay th.
Nhp tng mc tiu th chm li to ra tnh trng d tha nng lc sn xut trong
ngnh. Tnh trng d tha nng lc sn xut ny dn n s cnh tranh quyt lit hn. Cc
i th cnh tranh tranh nhau tm kim v xm nhp nhng gc th trng cn trng. H
thng xuyn gim gi v thay i bng gi chnh thc. H tng cng qung co v cc
giao dch thng mi v giao dch vi ngi tiu dng. H tng ngn sch nghin cu v
pht trin ci tin sn phm v pht trin nhng sn phm che sn. H ng cung ng
nhng nhn hiu ring. Nhng bc i ny trong mt chng mc no gy thit hi n li
nhun. Thi k r b bt u v nhng i th cnh tranh tng i yu hn rt lui. Cui
cng, ngnh ch cn li nhng i th cnh tranh c th vng chc vi nh hng c bn
l ginh cho c li th cnh tranh.

Nhng i th cnh tranh ny c hai loi. Quyn khng ch ngnh ri vo tay mt s t

cng ty khng l sn xut ra phn ln sn lng ca ngnh. Nhng cng ty ny phc v ton
b th trng v kim li ch yu nh khi lng ln v chi ph thp hn. Nhng ngi dn
u v khi lng ny c khc nhau mt mc no v danh tin i vi cht lng
cao, dch c y v gi h. Vy quanh nhng cng ty khng ch ny l rt nhiu nhng
ngi np gc th trng. Nhng ngi np gc bao gm cc chuyn gia th trng, chuyn
gia sn phm v nhng cng ty phc c theo khch hng. Nhng ngi np gc phc v v
tho mn th trng sung mn l liu c nn phn du tr thnh mt trong ba cng ty hng
u v kim li nh khi lng ln khng hay theo ui cc chin lc np gc v kim li
nh gi cao.
Chin lc Marketing trong giai on sung mn
Trong giai on sung mn mt s cng ty loi b nhng sn phm yu km ca mnh.
H thch tp trung cc ngun ti nguyn ca mnh vo nhng sn phm c li nhiu hn v
nhng sn phm mi. Tuy vy, h c th xem thng tim nng to ln m nhiu sn phm c
vn c. Nhiu ngnh mi ngi tng l sung mn, nh t, xe gn my, my thu hnh,
ng h, my nh, c ngi Nht chng minh l hon ton khng phi nh vy. H tm
oc nhng cch to ra gi tr mi cho khch hng. Nhng ngi lm Marketing cn xem xt
mt cch c h thng nhng chin lc th trng, sn phm v ci tin Marketing mix.
Ci bin th trng
Cng ty c th c gng m rng th trng cho nhng nhn hiu sung mn ca mnh bng
cch s dng hai yu t hp thnh khi lng tiu th:
Khi lng = s ngi s dng nhn hiu x mc s dng trn mt ngi.
Cng ty c th c gng tng s ngi s dng nhn hiu theo ba cch:
+ Thay i thi ca ngi khng s dng: Cng ty c th c gng thu ht nhng
ngi khng s dng sn phm . V d, cha kho tng khi lng dch v vn ti hng
khng l khng ngng tm kim nhng ngi s dng mi m cng ty vn ti hng khng c
th trnh by cho h thy r ch li ca vn ti hng khng nhiu hn so vi vn ti di mt
t.
+ Xm nhp nhng khc th trng mi: Cng ty c th c gng xm nhp nhng khc
th trng mi, v a l, nhn khu hc v.v..., c s dng sn phm , ch khng phi nhn
hiu . V d, cng ty Johnson & Jonnson qung co cho nhng ngi ln s dng du
gi u ca tr s sinh.

+ Ginh khch hng ca cc i th cnh tranh: Cng ty c th thu ht khch hng ca

cc i th cnh tranh dng th hay chp nhn nhn hiu . V d, hng Pepsi - Cola khng
ngng li ko nhng ngi s dng Coca - Cola chuyn sang s dng Pepsi - Cola, lin tc
a ra ht thch thc ny n thch thc khc.
Khi lng cng c th tng c bng cch thuyt phc nhng ngi hin ang s
dng nhn hiu tng mc s dng hng nm ca mnh ln. Sau y l ba chin lc:
+ S dng thng xuyn hn: Cng ty c th c gng lm cho khch s dng sn phm
thng xuyn hn. V d, nhng ngi lm Marketing nc cam ang c gng lm cho
mi ngi ung nc cam v c nhng lc khc, ch khng ring g lc n sng.
+ Tng mc s dng mi ln: Cng ty c th c gng lm cho nhng ngi s dng
quan tm n vic s dng nhiu hn sn phm trong tng ln. Chng hn, nh hng sn
xut du gi du c th hng dn l du gi u s c hiu qu hn khi gi hai ln thay v
mt ln.
+ Nhng cng dng mi v phong ph hn: Cng ty c th c gng pht hin ra nhng
cng dng mi ca sn phm v thuyt phc mi ngi s dng sn phm theo nhiu
cch khc nhau hn. V d, cc nh sn xut thc phm lit k mt s cch lm trn bao b
sn phm ngi tiu dng bit cch s dng sn phm a dng hn.
Ci bin sn phm
Nhng nh qun tr cng c gng kch thch tiu th bng cch ci bin c im ca sn
phm. Cch lm ny c th c my hnh thc.
Chin lc ci bin cht lng nhm nng cao tnh nng ca sn phm, nh bn,
tin cy, tc , hng v. Nh sn xut c th thng cc i th cnh tranh ca mnh bng
cch tng ra my cng c, t, thu hnh hay cht ty ra "mi v c ci tin". Nhng
ngi sn xut thc phm ng hp gi l cch to u th cho sn phm khuch trng
mt ci mi b sung thm hay qung co mt th g l "mnh hn", ln hn" hay "tt
hn". Chin lc ny c hiu qu khi m cht lng c ci tin, ngi mua chp nhn l
cht lng c nng cao v c s ngi mua sn sng tr tin cho cht lng cao hn.
Chin lc ci tin tnh cht nhm b sung thm tnh cht mi (nh kch c, trng
lng, vt liu, cht ph gia, ph tng km theo) lm tng thm cng dng, mc an ton
hay s thun tin ca sn phm. V d, vic s dng in nng cho my ct c s tng tc
v gim bt cng vic ct c. Khi cc nh sn xut my ct c phi nghin cu thit k

m bo tnh cht an ton tt hn. Mt s nh sn xut b sung nhng tnh nng chuyn
i my ct c th lm vic c cng vic dn tuyt na.
Chic lc ci tin cc tnh cht c mt s u im. Nhng tnh cht mi to hnh nh
v tinh thn i mi cng ty. Chng tranh th c lng trung thnh ca nhng khc th
trng nht nh coi trng nhng tnh cht . Ta c th chp nhn hay loi b nhng tnh
cht mt cch nhanh chng theo s la chn ca ngi mua. Chng to c hi tuyn
truyn khng mt tin v chng lm cho lc lng bn hng v ngi phn phi phn khi.
im bt li ch yu l vic ci tin cc tnh cht rt d b bt chc; vic ci tin cc tnh
cht c th khng c tr tin, tr khi n c c li lu di do l ngi u tin.
Chin lc ci tin kiu dng nhm lm tng tnh hp dn v thm m ca sn phm.
Vic nh k tung ra th trng nhng kiu xe mi c xem l cnh tranh kiu dng, ch
khng phi l cnh tranh cht lng hay tnh nng. Trong trng hp thc phm ng gi v
sn phm gia dng, cc cng ty thng tung ra cc kiu mu sc, kt cu khc nhau hay thay
i kiu dng bao b v xem l vic m rng sn phm. u tin ca vic ci tin kiu
dng l to ra c im c o th thng nhn bit v tranh th nhng khch hng trung
thnh. Tuy vy, cnh tranh kiu dng cng l mt vn . Th nht kh c th on trc
c ngi ta, v ai s thch kiu dng mi . Th hai l vic thay i kiu dng thng i
hi phi ngng sn xut kiu dng c v cng ty c nguy c mt khch hng v h vn thch
kiu dng c.
Ci bin Marketing mix
Nhng nh qun tr sn phm c th c gng kch thch tiu th bng cch ci bin mt hay
nhiu yu t trong Marketing mix. H cn phi nu ra nhng cu hi sau y v nhng yu
t phi sn phm trong Marketing mix tm cch kch thch tiu th mt sn phm sng
mn:
+ Gi c: Ct gim c th thu ht c nhng ngi dng th v ngi s dng mi
khng? Nu c th cn gim gi chnh thc hay khng gim gi thng qua cch quy nh gi
c bit, chit khu do mua nhiu hay mua u tin, gnh chu cc vn chuyn, hay nhng
iu kin bn chu d dng hn? Hay c nn tng gia thng bo v cht lng cao hn
khng?
+ Phn phi: Cng ty c th tranh th c nhiu s h tr sn phm hn v trng by
nhiu hn cc ca hng bn l hin c khng? Cng ty c th tung sn phm ra th trng
thng qua nhng loi hnh knh phn phi mi khng?

+ Qung co: C cn tng chi ph qung cao khng? C cn thay i thng tin hay ni
dung qung co khng? C cn thay i phng tin truyn thng khng? C cn thay i
thi im, tn sut hay kch thc qung co khng?
+ Kch thch tiu th: Cng ty cn y mnh kch thch tiu th bng hp ng mu
dch, hon li tin bt gi, bo hnh, qu biu v thi ti khng?
+ Bn hng trc tip: C cn tng s lng hay cht lng nhn vin bn hng khng?
C cn thay i nhng nguyn tc chuyn mn ho lc lng bn hng khng? C cn xem
xt li cc a im bn hng khng? C cn xem xt li ch khen thng lc lng bn
hng khng? C th ci tin cch ln k hoch ving thm cho hng khng?
+ Dch v: Cng ty c th y mnh vic giao hng khng? Cng ty c th tng cng
h tr k thut cho khch hng khng? Cng ty c th m rng din cho tr chm khng?
Nhng ngi lm Marketing thng hay tranh ci nhng cng c no c hiu qu hn
trong giai on sung mn. V d, liu cng ty c c li hn khi tng ngn sch qung cao
hay kch thch tiu th khng? C ngi cho kch thch tiu th c tc dng nhiu hn trong
giai on ny, bi v ngi tiu dng t ti trng thi cn bng trong thi quen mua sm
v s thch ca mnh, vic thuyt phc v tm l (qung co) s khng c hiu qu bng vic
thuyt phc v ti chnh (kch thch tiu th). Trn thc t nhiu cng ty hng tiu dng ng
gi chi trn 60% tng ngn sch khuyn mi ca mnh vo vic kch thch tiu th h
tr nhng sn phm sung mn. Tuy vy c mt s ngi lm Marketing khc vn cho rng
nhn hiu cn c qun tr nh ti sn vn v c h tr bng qung co. Chi ph qung
co c xem nh l u t c bn ch khng phi l chi ph thng thng. Tuy nhin nhng
nh qun tr nhn hiu vn s dng kch thch tiu th, bi v n c tc dng nhanh hn v
cho kt qu d thy i vi cp trn ca h hn, nhng hot ng kch thch tiu th qu mc
c th gy thit hi cho li nhun lu di ca nhn hiu.
Vn ch yu l vic ci bin Marketing mix rt d b cc i th cnh tranh bt
chc, nht l vic gim gi v tng thm dch v. Cng ty c th khng c li nh mong
i v tt cc cng ty u c th b thit hi v li nhun khi h y mnh tin cng
Marketing chng nhau.
Giai on suy thoi
Cui cng th mc tiu th ca hu ht cc dng sn phm v nhn hiu u suy thoi. Tc
suy thoi mc tiu th c th chm, nh trong trng hp bt yn mch, hay nhanh. Mc
tiu th c th tt xung n s khng hay c th chng li mc thp.

Mc tiu th suy gim v mt s l do, trong s tin b v cng ngh, th hiu ca

ngi tiu dng thay i, v mc cnh tranh ni a v nc ngoi gia tng. Tt c nhng
iu dn n tnh trng d tha nng lc sn xut, phi ct gim gi thm na v thit hi
v li nhun.
Khi mc tiu v li nhun suy gim, mt s cng ty rt lui khi th trng. Nhng cng
ty cn li c th gim bt s sn phm cho bn. H c th rt khi nhng khc th trng
nh v nhng knh thng mi tng i yu hn. H c th ct gim ngn sch khuyn mi
v tip tc gim gi hn na.
ng tic l hu ht cc cng ty u khng xy dng c mt chnh sch c cn nhc
k lng x l nhng sn phm gi ci ca mnh. y tnh cm c mt vai tr nht nh.
Nhng vic git cht nhng sn phm ca mnh hay cho chng cht u l vic lm
khng thch th g v thng gy ra nhiu s phin mun trong chuyn phi chia tay vnh
vin vi nhng ngi bn c v qua th thch. Loi bnh quy di su cnh d mang theo
l sn phm u tiu m cng ty sn xut. Thiu n th chng loi sn phm ca ta s
khng cn l chng loi ca ta na.
Logic cng gi mt vai tr. Ban lnh o tin chc rng mc tiu th sn phm s kh
hn khi nn kinh t c ci thin hay khi chin lc Marketing c xem xt li v khi sn
phm c ci tin. Sn phm yu km vn c th c gi li v c cho l n c ng
gp cho vic tiu th nhng sn phm khc ca cng ty. Hay thu nhp ca n c th trang tri
c nhng chi ph b ra v cng ty khng c cch no s dng s tin tt hn.
Tr khi c nhng l do nghim trng gi li, cn vic kinh doanh sn phm yu
km l rt tn km cho cng ty . Chi ph khng phi l s tin qun l ph v li nhun
khng thu hi c. Nhng s liu k ton ti chnh khng th ni ln y tt c nhng
khon chi ph ngm: Sn phm yu km vn c th lm hao tn mt s thi gi khng tng
xng ca ban lnh o; n thng i hi phi thng xuyn iu chnh gi v lng d tr;
ni chung n i hi phi t chc sn xut tng t ngn, mc d thi gian chun b rt t;
n i hi phi ch n qung co v lc lng bn hng c th s dng tt hn vo
vic lm cho nhng sn phm "kho" sinh li nhiu hn; tnh trng rt khng ph hp ca n
c th lm cho khch hng ngn ngi v lm lu m hnh nh ca Cng ty. Chi ph ln nht c
th pht sinh trong tng lai. Vic khng loi b nhng sn phm yu km lm tr hon vic
tip tc tm kim sn phm khc thay th; nhng sn phm yu km to ra mt danh mc
sn phm khng cn i, nhiu sn phm tr ct ca ngy hm qua v t sn phm tr ct ca
ngy mai; chng c ch kh nng sinh loi hin ti v lm suy yu ch ng chn ca cng

ty trong tng lai. Chin lc Marketing trong giai on suy thoi, ngha l Cng ty phi gii
quyt mt s nhim v v quyt nh x l nhng sn phm gi ci.
Pht hin nhng sn phm yu km
Nhim v u tin l thit lp mt h thng pht hin nhng sn phm yu km.
Cng ty c ra mt ban r sot li sn phm gm i din ca cc phng Marketing, nghin
cu v pht trin, sn xut v ti chnh. Ban ny xy dng mt h thng pht hin nhng
sn phm yu km. Phng kim tra cung cp nhng s liu v tng sn phm th hin nhng
xu hng ca quy m th trng, th phn, gi, chi ph v li nhun. Thng tin ny c my
tnh phn tch nhm pht hin nhng sn phm ng ng. Tiu chun bao gm s nm mc
tiu th suy gim, xu hng ca th phn, mc li gp v t sut li nhun trn vn u t.
Nhng nh qun tr ph trch nhng sn phm ng ng in vo cc biu mu nh gi th
hin kin ca h v xu hng ca mc tiu th v li nhun khi c v khng thay i chin
lc Marketing. Ban r sot li sn phm s nghin cu thng tin ny v a ra kin ngh v
tng sn phm nghi ng, yn n, thay i chin lc Marketing hay loi b.
Xc nh chin lc Marketing
C nhng cng ty b ri nhng th trng suy yu sm hn cc cng ty khc. iu ny
ph thuc rt nhiu vo nhng ro cn xut18. Ro cn xut cng thp th cng ty cng d
dng ri b ngnh v cng xi gic nhng cng ty li quyt tm li hn v thu ht khch
hng ca nhng cng ty rt lui. Nhng cng ty li s c hng mc tiu th v li nhun
cao hn. V d, Procter & Gamble tr li vi vic sn xut x bng nc ang b suy thoi
v tng c li nhun ca mnh khi cc cng ty khc rt i.
Trong mt cng trnh nghin cu chin lc ca cc cng ty trong nhng ngnh ang
suy thoi, Harrigan phn bit nm kiu chin lc m cc cng ty s dng.
+ Tng vn u t ca cng ty ( khng ch hay cng c v tr cnh tranh ca mnh).
+ Duy tr mc u t ca cng ty cho n khi gii quyt xong tnh trng khng chc
chn ca ngnh.
+ Gim c chn lc mc u t ca cng ty bng cch loi b nhng nhm khch hng
khng c li, ng thi cng c vn u t ca cng ty nhng mu th trng sinh li.
+ Thu hoch (hay vt kit) vn u t ca cng ty trang tri nhanh cc khon tin
mt.

+ Gii th nhanh chng doanh nghip bng cch bn ti sn ca n mt cch c li

nht.
Chin lc thch hp trong giai on suy thoi ph thuc vo mc hp dn tng
i ca ngnh v sc cnh tranh ca cng ty trong ngnh . V d, mt cng ty trong mt
ngnh khng hp dn nhng li c sc cnh tranh th cn xem xt vic co cm c chn lc.
Tuy nhin nu cng ty trong mt ngnh hp dn v sc cnh tranh th n cn suy tnh
n vic cng c vn u t ca mnh, Procter & Gamble trong mt s trng hp chp
nhn nhng nhn hiu lm khch hng khng hi lng nhng th trng mnh v khi phc
li chng.
P & G tung ra mt loi kem tay "khng du" tn l Wondra, c ng trong mt l
ln ngc cho kem chy ra t di y. Mc d mc tiu th lc u cao, nhng t l mua
lp li rt thp. Ngi tiu dng phn nn rng y b dnh v tnh cht "khng du" a ra l
khng thch hp lm. P & G thc hin hai bc khi phc li n. Th nht l tung ra
kem Wondra trong l bnh thng ri sau l thay i cng thc thnh phn n c tc
dng tt hn. Khi mc tiu th li tng tr li.
P & G thch khi phc li nhng tn nhn hiu b. Nhng ngi pht ngn ca P &
G thch khng nh rng khng c g ging nh chu k sng ca sn phm v h nu ra Ivory
Camay v nhiu nhn hiu khc ca "qu b" vn cn pht t.
Nu cng ty ang phi la chn gia thu hoch v gii th th chin lc ca n s
hon ton khc. Thu hoch i hi phi gim dn chi ph ca sn phm hay kinh doanh khi
c gng duy tr mc tiu th ca n. Chi ph u tin cn ct gim l chi ph nghin cu &
pht trin, u t xng v thit b. Cng ty cng c th gim cht lng sn phm, quy m
lc lng bn hng, cc dch v ph v chi ph qung co. N s c gng ct gim nhng chi
ph ny m khng cho khch hng, i th cnh tranh v cng nhn vin bit rng mnh
ang dn dn rt ra khi vic kinh doanh . Nu khch hng bit c iu th h s
chuyn sang nhng ngi cung ng khc. Nu i th cnh tranh bit iu th h s ni
cho khch hng bit. Nu cng nhn vin bit iu th h s b i tm vic lm mi ni
khc. Nh vy vic thu hoch l mt chin lc nc i v o c v cng rt kh thc
hin. Tuy vy, nhiu sn phm sung mn vn bin h cho chin lc ny. Thu hoch c th
lm tng ng k lu kim hin ti ca cng ty, m bo mc tiu th khng b gim st
Cui cng vic thu hoch s lm cho vic kinh doanh khng c gi tr na. Mt
khc, nu cng ty quyt nh l gii th doanh nghip , th trc tin n phi tm ngi
mua. N s c gng tng sc hp dn ca x nghip, khng n b sa st. V th cng ty
phi suy ngh thn trng nn thu hoach hay gii th n v kinh doanh ang suy yu.

Quyt nh loi b
Khi cng ty quyt nh loi b mt sn phm, n phi thng qua s quyt nh tip
theo. Nu sn phm c phn phi rt mnh v vn cn tn nhim th chc chn cng ty
c th bn n cho mt cng ty nh hn.
Nu cng ty khng tm c ngi mua no th n phi quyt nh nn thanh l nhn
hiu nhanh hay chm. N cng phi quyt nh cn duy tr bao nhiu ph tng v dch v
phc v khch hng c.
5. Th no l mt sn phm mi.
Cc cng ty ngy cng thc c s cn thit v tnh u vit ca vic thng xuyn pht
trin cc sn phm mi v dch v mi. Nhng sn phm mi vo giai on sung mn
v suy thoi cn c thay th bng nhng sn phm mi.
Tuy nhin, nhng sn phm mi c th tht bi. Ri ro ca vic i mi cng ln
ngang vi s n b m n em li. Cha kho i mi thnh cng l xy dng t chc tt
hn qun tr nhng tng sn phm mi v trin khai nghin cu c c s v thng qua
quyt nh trong tng giai on ca qu trnh pht trin sn phm mi.
Qu trnh pht trin sn phm mi c tm giai on: Hnh thnh tng, sng lc
tng, pht trin quan nim v th nghim, hoch nh chin lc Marketing, phn tch tnh
hnh kinh doanh, pht trin sn phm, th nghim trn th trng v thng mi ho. Mc
ch ca tng giai on l quyt nh xem c nn tip tc trin khai tng na khng
hay hu b. Cng ty mun gim n mc ti thiu kh nng cho nhng tng km lt
li, cn nhng tng hay th li b t chi.
i vi nhng sn phm mi ngi tiu dng phn ng p li mc khc nhau,
tu thuc vo nhng c im ca ngi tiu dng v l c im ca sn phm. Cc nh sn
xut phi c gng thu ht s ch ca nhng ngi tin phong, nht l nhng ngi c c
im hng dn d lun, n sn phm mi ca mnh.
Con ng pht trin sn phm mi c th c hai hnh thc. Cng ty c th pht trin
sn phm mi trong phng th nghim ca mnh. Hay n c th k hp ng vi nhng
ngi nghin cu c lp hay cc Cng ty pht trin sn phm mi pht trin nhng sn
phm nht nh cho Cng ty.
Nhiu Cng ty phn u tng trng c bng cch thn tnh ln pht trin sn phm
mi. Ban lnh o ca h cm thy rng nhng c hi tt nht c lc l thn tnh v c lc l
pht trin sn phm mi v h mun thnh tho trong c hai cch.

Th nhng sn phm mi l g? Sn phm mi i vi mc ch ca ta bao gm sn

phm mi hon ton, sn phm ci tin, sn phm ci tin v nhn hiu mi m Cng ty pht
trin, thng qua nhng l lc nghin cu pht trin ca chnh mnh. Ta cng s quan tm n
vn ngi tiu dng c xem chng l "mi" khng.
Booz, Allen & Hamilton pht hin ra sau loi sn phm mi theo gc chng c
tnh mi m i vi Cng ty v i vi th trng. l:
+ Sn phm mi i vi Th gii: Nhng sn phm mi to ra mt th trng hon
ton mi.
+ Chng loi sn phm mi: Nhng sn phm mi cho php Cng ty xm nhp mt th
trng c sn ln u tin.
+ B sung chng loi sn phm hin c: Nhng sn phm mi b sung thm vo cc
chng loi sn phm c ca Cng ty (kch c gi, hng v, v.v..)
+ Ci tin sa i nhng sn phm hin c: Nhng sn phm mi c nhng tnh nng
tt hn hay gi tr nhn thc c ln hn v thay th nhng sn phm hin c.
+ nh v li: Nhng sn phm hin c c nhm vo nhng th trng hay khc th
trng mi.
+ Gim chi ph: Nhng sn phm mi c tnh nng tng t vi chi ph thp hn. Cng
ty thng theo ui c mt danh mc nhng sn phm mi ny. Mt pht hin quan trng l
ch c 10% s sn phm mi l thc s i mi i vi Th gii. Nhng sn phm nyc chi
ph v ri ro cc ln, bi v chng mi c i vi Cng ty ln th trng. Phn ln hot ng
v sn xut mi ca Cng ty c dnh cho vic ci tin nhng sn phm hin c ch khng
phi sng to ra nhng sn phm mi. hng Sony 80% hot ng v sn phm mi c
dnh cho vic ci tin v ci bin nhng sn phm hin c ca Sony.
Vic pht trin thnh cng sn phm mi b cn tr bi nhiu yu t:
+ Thiu nhng tng quan trng v sn phm mi trong nhng lnh vc nht inh:
C th ch cn li rt t cch ci tin nhng sn phm c bn nh thp, cht ty ra v.v..
+ Th trng vn vt: s cnh tranh mnh m ang dn n ch x nh th trng. Cc
cng ty phi hng nhng sn phm mi ca mnh vo nhng khc th trng nh hn v
iu ny c ngha l mc tiu th v li nhun s thp hn i vi tng sn phm.

+ Nhng hn ch ca x hi v Nh nc: Nhng sn phm mi phi tho mn c

nhng tiu chun cng cng, an ton cho ngi tiu dng v khng ph hoi sinh thi.
Nhng yu cu ca Nh nc lm chm li qu trnh i mi trong ngnh dc phm
M gy rc ri thm cho thit k sn phm v cc quyt nh qung co trong nhng ngnh
nh thit b cng nghip, ho cht, t v chi.
+ Qu trnh pht trin sn phm mi qu tn km: Cng ty thng phi a ra rt nhiu
tng v sn phm mi cui cng cn li c mt vi tng tt. Hn na, cng ty
phi ng u vi nhng chi ph cho nghin cu v pht trin sn xut v Marketing ngy
cng tng
+ Thiu vn: Mt s Cng ty c nhng tng tt, nhng khng th tng kinh ph
nghin cu chng.
+ Thi gian pht trin ngy cng nhanh: Rt c th l nhiu i th cnh tranh cng c
cng mt tng ging nhau vo cng mt thi imr v k chin thng thng l k nhanh
chn nht. Nhng s nng ng phi rt ngn thi gian pht trin bng cch s dng k thut
thit k v sn xut c my tnh h tr, cc i tc chin luc, th nghim trc, lp k
hoch Marketing tin tin. Cc cng ty Nht xem vn thch thc l "t cht lng tt
hn vi gi r v tc nhanh hn i th cnh tranh".
+ Chu k sng ca sn phm ngn hn: Khi mt sn phm mi thnh cng, cc ch
th lp t sao chp n, thnh th chu k sng ca sn phm mi s b rt ngn ng k. Sony
thng ch c hng ba nm trn vn cho sn phm mi ca mnh trc khi b cc i th
khc s nhi theo sn phm mi trong vng su thng v kh cn thi gian cho Sony
chuc li c vn u t ca mnh.
D vy vic tung ra th trng sn phm mi thnh cng cng cn c nhng yu t c
trng chung. Vic pht trin thnh cng mt sn phm mi i hi Cng ty phi thnh lp
mt t chc c hiu lc qun tr qu trnh pht trin sn phm mi. Cng ty cn vn dng
nhng cng c phn tch v quan im tt nht trong tng giai on ca qu trnh ny. Chng
ta s ln lt nghin cu chng nhng phn sau:
Xt cho cng ban lnh o ti cao vn phi chu trch nhim v s thnh cng ca sn
phm mi. Khng th n gin yu cu ngi qun tr sn phm mi a ra tng v i.
Vic pht trin sn phm mi i hi ban lnh o ti cao xc nh nhng lnh vc kinh
doanh v cc loi sn phm m Cng ty mun coi l trung tm. mt cng ty thc phm,
ngi qun tr sn phm mi ch hng ngn USD nghin cu mt tng v bnh

snack mi, ch c iu anh ta li nghe ng ch tch bo "B n i. Chng ta khng mun

nhy vo vic kinh doanh bnh snack".
Ban lnh o ti cao phi xy dng nhng tiu chun c th chp nhn nhng
tng v sn phm mi, nht l nhng Cng ty ln c nhiu chi nhnh, trong c loi
n c thi phng ln v c mt s cn b qun tr a thch .
Mt quyt nh t ra cho ban lnh o ti cao l dnh bao nhiu cho ngn sch pht
trin sn phm mi. Kt qa nghin cu v pht trin khng chc chn n mc l kh c
th s dng tiu chun u t bnh thng d ton ngn sch. Mt s Cng ty gii quyt
vn ny bng cch khuyn khch v ti tr cho mt s n ti a c th, vi hy vng s
t c mt vi thng li. C nhng cng ty th xy dng ngn sch nghin cu v pht
trin bng cch ly mt t l phn trm trn doanh s bn ra thng thng hay chi ngang
bng cc i th cnh tranh. Cng c nhng cng ty th li quyt nh xem mnh cn bao
nhiu sn phm mi thnh cng ri c tnh ngc tr li vn u t nghin cu v pht
trin cn thit.
Hnh thnh tng
Qu trnh pht trin sn phm mi bt u t vic tm kim nhng tng. Vic tm kim
khng th l vu v. Ban lnh o ti cao phi xc nh nhng sn phm v th trng cn ch
trng. H cn xc nh mc tiu ca sn phm mi, nh to lu kim ln, khng ch th phn
hay nhng mc tiu khc. H cng phi xc nh cn dnh bao nhiu n lc cho vic pht
trin nhng sn phm t ph, ci bin nhng sn phm hin c v lm nhi sn phm ca
cc i th cnh tranh.
Nhng tng sn phm mi c th ny sinh t nhiu ngun: Khch hng, cc nh
Khoa hc, i th cnh tranh, cng nhn vin, cc thnh vin ca knh v ban lnh o ti
cao.
Quan im Marketing khng nh rng nhng nhu cu v mong mun ca khch hng
l ni hp logic bt u tm kim nhng tng sn phm cng nghip mi u bt
ngun t khch hng. Nhng cng ty k tht c th t c rt nhiu khi nghin cu mt
nhm khch hng nht nh ca mnh, nhng ngi s dng ch cht, c th l nhng khch
hng s dng sn phm ca Cng ty mt cch tn tin nht v thc c nhng ci tin cn
thit trc nhng khch hng. Cc cng ty c th pht hin nhng nhu cu v mong mun
ca khch thng qua cc cuc thm d khch hng, trc nhim chiu hnh, trao i nhm tp
trung v nhng th gp v khiu ni ca khch hng. Nhiu tng hay nht ny sinh khi
yu cu khch hng trnh by nhng vn ca mnh lin quan n nhng sn phm hin c.
Chng hn nh mt Cng ty t c th hi ngi va mi mua xem h thch v khng thch

nhng im no chic xe, c th ci tin nhng ch no v h s tr bao nhiu tin cho mi

ci tin . Cuc thm d nh vy s cho ra rt nhiu tng ci tin sn phm sau ny.
Cc cng ty cng da vo nhng nh Khoa hc, cc k s, nhng ngi thit k v cc
cng nhn vin khc khai thc nhng tng sn phm mi.Nhng Cng ty thnh cng
xy dng mt nn np ca Cng ty khuyn khch mi cng nhn vin tm kim nhng
tng mi ci tin sn xut, sn phm v dch v ca Cng ty. Toyota cng b rng hng
nm cng nhn vin ca h a ra hai triu tng, tc l khong 35 kin v mt cng
nhn vin, v hn 85% s kin c thc hin. Kodak v mt s Cng ty M tng
thng tin v bng khen cho nhng cng nhn vin no xut c nhng cng nhn vin
no xut c nhng tng hay nht trong nm.
Cc Cng ty c th tm c nhng tng hay qua kho st sn phm v dch v ca
cc i th cnh tranh. Qua nhng ngi phn phi, nhng ngi cung ng v cc i din
bn hng c th tm hiu xem cc i th cnh tranh ang lm g. H c th pht hin ra
khch hng thch nhng g cc sn phm mi ca cc i th cnh tranh. H c th mua
sn phm ca cc i th cnh tranh, tho tung chnh ra nghin cu v lm ra nhng sn
phm tt hn. Chin lc cnh tranh ca h l chin lc ny, theo ngha l h mua giy
php sn xut hay sao chp nhiu sn phm ca phng Ty v tm c nhng cch ci tin
chng.
Cc i din bn hng v nhng ngi trung gian ca Cng ty l ngun tng sn phm
mi rt tt. H c iu kin mt thy tai nghe nhng nhu cu v phn nn ca khch hng.
H thng hay bit c trc tin nhng din bin cnh tranh. Ngy cng nhiu Cng ty
hun luyn v khen thng cc i din bn hng, ngi phn phi v cc i l ca mnh v
vic tm c nhng tng mi.
Nhng tng sn phm mi cng c th c nhng ngun khc nh nhng nh sng
ch, nhng ngi c bng sng ch, cc phng th nghim ca cc trng i hc v cc
phng th nghim thng mi, cc c vn cng nghip, cc Cng ty qung co, cc Cng ty
nghin cu Marketing v cc n phm chuyn ngnh.
Mc d cc tng ny sinh t nhiu ngun, song kh nng c c s ch mt
cch nghim chnh thng ph thuc vo mt ngi no trong t chc gi vai tr "u
tu" v sn phm mi. Tr khi c mt ngi no kin quyt bo v tng sn phm, cn
th n khng chc c xem xt mt cch nghim tc.
Phng php hnh thnh tng

Nhng tng thc s hay u ny sinh t ngun cm hng, s lao ng ct lc v

nhng phng php. C mt s phng php "sng to" c th gip cc c nhn hay tp th
hnh thnh nhng tng tt hn.
Lit k thuc tnh
Phng php ny i hi phi lit k nhng thuc tnh ch yu ca mt sn phm hin
c ri sau ci tin tng thuc tnh tm ra mt sn phm ci tin. Hy xt mt cy vn
vt. Cc thuc tnh ca n l mt thn thp trn, mt tay cm bng g, s dng bng tay,
mmen c to ra bng ng tc vn. By gi c mt nhm nghin cu cch ci tin tnh
nng hay sc hp dn ca sn phm. Thn trn c th thay bng thn lc lng c th s
dng kho vn c nhm tng mmen, in nng c th thay cho sc tay, mmen c th to ra
bng sc y. Osborn a ra kin l c th tm c nhng tng hu ch bng cch
t nhng cu hi sau y vi mt s vt v cc thuc tnh ca n: B sung thm nhng cng
dng khc chng? Thay i cho thch hp chng? Lm to hn chng? Lm nh hn chng?
Thay th chng? B tr li chng? o ngc li chng? Kt hp chng?.
Nhng quan h bt buc.
y mt s s vt c xem xt trong mi quan h gn b vi nhau. Mt hng sn
xut thit b vn phng mun thit k mt kiu lm vic mi cho cc cn b iu hnh. Mt
s s vt c a vo danh sch: Bn lm vic, my thu hnh, ng h, my tnh, my sao
hay chp, t sch v.v... Kt qu l mt ci bn y thit b in t vi mt bn iu khin
ging nh trong bung li my bay.
Phn tch hnh thi hc
Phng php ny i hi phi pht hin nhng cu trc ri kho st mi quan h gia
chng. Gi s vn l "di chuyn mt ci g t ch ny sang ch khc bng mt phng
tin c gii". Nhng bin quan trng l kiu phng tin (Xe, gi d, quang treo, b ), mi
trng truyn lc (khng kh, nc, du, b mt cng, bnh ln, ng ray), ngun nng
lng (kh nn, my ni ng c in). Chng hn nh mt phng tin xe kiu c ng c
n v di chuyn trn mt mt phng cng l t. Hy vng l tm c mt cch kt hp mi.
Pht hin nhu cu/vn
Nhng phng php sng to trn khng i hi thng tin t ngi tiu dng hnh thnh
tng. Mt khc, vic pht hin nhu cu/vn li bt u t ngi tiu dng c hi v
nhu cu, vn l tng. v d, h c th c hi v nhng vn khi s dng mt sn
phm hay mt loi sn phm c th.

Tho lun nhm

C th kch thch nhm sng to bng phng php ng no do Alex Osborn a ra.
Nhm ng no thng thng t su n mi ngi. vn c t ra c th. Cc bui
hp ch ko di khong mt gi. Ngi ch tr c kin m u l "Hy nh rng chng ta
cn cng nhiu tng cng tt, cng rng cng tt v nh rng cha cn nh gi". Cc
tng bt u tun ra, tng ny lm ny sinh tng khc, v trong vng mt gi c th
c hng trm tng mi c ghi li bng my ghi m. cho cuc hp c hiu qu ti a,
Osborn a ra bn kin ch o sau:
+ Khng ph phn: Phi loi b nhng kin ph phn cc tng ngay c sau mt
thi gian
+ T do thoi mi: tng cng rng ln cng tt im lng th d hn l ni ra c
ngh ca mnh
+ Khuyn khch s lng: cng nhiu tng th cng nhiu kh nng c nhng
tng hu ch
+ Khuyn khch kt hp v pht trin tng: Nhng ngi tham d c th kt hp
nhng tng ca ngi khc thnh nhng tng mi.
Gordon m t nm nguyn tc c bn ca phng php synecties nh sau:
+ Tr hon: Trc tin tm kim quan im ch khng phi gii php.
+ Tnh c lp ca s vt: Hy cho vn c cuc sng ring ca n.
+ S dng iu bnh thng: Tn dng ci quen thuc lm im xut pht tin n
ci cha bit.
+ Tham gia tch ra: Thay i t vic i su vo nhng trng hp ring ca vn
sang t th li xa ra khi chng xem xt chng nh nhng trng hp ca mt ci chung.
+ S dng php n d: cho nhng ci tnh c, c v khng c lin quan gi nhng
ci tng t l nhng quan im mi.
im ch yu v s hnh thnh tng l mi Cng ty u c th lm ny sinh nhng
tng hay bng cch t chc mt cch thch hp. Cng ty cn ng vin cng nhn vin
nu ra nhng tng ca mnh. Chng phi c chuyn n mt v ch tch ban tp hp

tng c tn v s in thoi c ph bin cho mi ngi bit. Cc tng phi c vit

ra giy v c mt ban ph trch tng xem xt hng tun. Ban ph trch tng phi
phn loi cc tng thnh ba nhm: Nhng tng c ha hn, nhng tng vn vt, v
nhng tng b loi b. Mi tng c ha hn s c mt thnh vin ca ban nghin
cu ri bo co li. Sau nhng tng c ha hn cn li s c a vo qu trnh sng
lc ton din. Cng ty s tng thng tin hay giy khen cho nhng cng nhn vin a ra
c nhng tng hay nht.
Sng lc tng
Mc ch ca giai on hnh thnh tng l sng to ra tht nhiu tng. Mc ch ca
cc giai on tip theo l gim bt s tng xung cn vi tng hp dn v c tnh thc
tin. Giai don loi bt tng u tin l giai on sng lc.
Khi sng lc cc tng cng ty phi trnh hai kiu sai lm. B st sai lm xy ra khi
cng ty gt b mt tng hay. Vic d nht c th lm c l tm ra nhng thiu st trong
cc tng ca ngi khc . C nhng Cng ty phi git mnh khi xem li mt s tng
m h gt b.
Xerox thy ha hn mi ca my sao chp ca Chester Carison: IBM v eastman
Kodak hon ton khng thy n. RCA c th hnh dung ra c hi i mi my thu thanh,
nhng Victor Talking Machine Company th khng. Henry Ford nhn thy s ha hn ca
ngnh t, nhng ch c General Motors l nhn thc c y s cn thit phi phn
khc th trng t thnh cc loi gi c v tnh nng ... Marshall Field hiu c nhng
kh nng pht trin th trng c o l th trng lp t, nhng Endicott Johnson th
khng v cn gi n l "mt h thng ti t nht c ngh ra ch gy thm rc ri". V
cn nhiu trng hp nh vy na.
Nu mt Cng ty phm qu nhiu sai lm st th c ngha l nhng tiu chun ca
n l qu th cu.
Sai lm lt li xy ra khi Cng ty cho mt tng ti i vo giai on pht
trin v thng mi ho. Ta c th phn bit ba kiu tht bi ca sn phm. Tht bi tuyt i
ca sn phm l mt tin; tin bn n khng trang tri chi ph bin i. Tht bi mt
phn ca sn phm l mt tin, nhng tin bn n trang tri ton b chi ph bin i v
phn chi ph c nh. Tht bi tng i ca sn phm c em li li nhun nhng thp hn
t sut li nhun mc tiu ca Cng ty.
Mc ch ca vic sng lc l loi b nhng y tng ti cng sm cng tt. L do l
chi ph pht trin sn phm tng ln ng k qua mi giai on pht trin tip theo. Khi sn

phm bc vo nhng giai on cui, ban lnh o cm thy rng mnh u t qu nhiu
vo vic pht trin sn phm , nn phi tung n ra bn g li mt phn vn u t.
Nhng nh vy c ngha l th nhng ng tin trong ti mnh ra ri ui bt nhng ng
tin cn cha thy bng dng n u, nn gii php thc t l khng c cho nhng
tng sn phm yu km c tip tc trin khai.
Pht trin v th nghim quan nim
Nhng tng hp dn phi c xc nh chi tit thnh nhng quan nim v sn
phm c th th nghim c. Ta c th phn bit tng sn phm, quan nim sn phm v
hnh nh sn phm. tng sn phm l mt sn phm c th c m Cng ty c th cung ng
cho th trng. Quan nim sn phm l mt cch gii thch tng bng ngn ng m ngi
tiu dng hiu c. Hnh nh sn phm l bc tranh c th ca mt sn phm thc t hay
tim n m ngi tiu dng c c.
Hoch nh chin lc Marketing cho sn phm mi
By gi ngi qun tr sn phm mi phi hoch nh mt chin lc Marketing tung sn
phm ra th trng. Chin lc Marketing ny s c xc nh chi tit hn trong nhng
giai on tip sau.
K hoch chin lc Marketing gm ba phn. Phn th nht m t quy m, c cu v
hnh vi ca th trng mc tiu, d kin nh v ca sn phm, mc tiu th v th phn, cc
ch tiu li nhun d kin trong mt vi nm u tin.
Phn th ba ca k hoch Marketing trnh by ch tiu mc tiu th v li nhun lu
di v chin lc Marketing mix theo thi gian.
Phn tch tnh hnh kinh doanh
Sau khi ban lnh o xy dng c quan nim sn phm v chin lc Marketing
th h c th nh gi tnh hp dn ca d n kinh doanh. Ban lnh o cn chun b nhng
d on v mc tiu th, chi ph v li nhun xc nh xem chng c tho mn nhng
mc tiu ca Cng ty hay khng. Nu chng tho mn, th quan nim sn phm s c
chuyn sang giai on pht trin sn phm. Khi c nhng thng tin mi th tin hnh phn
tch li tnh hnh kinh doanh.
c tnh mc tiu th
Ban lnh o cn c tnh xem mc tiu th c ln em li li nhun tho ng
khng. Phng php c tnh mc tiu th ph thuc vo ch sn phm l sn phm mua

mt ln, sn phm mua thng xuyn hay sn phm mua khng thng xuyn. Mc tiu th
lc u tng, t ti nh cao, ri sau tin dn n khng khi s ngi mua tim n cn
kit. Nu vn c nhng ngi mua mi tham gia th trng th ng cong s khng tin n
s khng
c tnh mc tiu th ln u
Nhim v u tin l xc nh khi lng mua ln u sn phm mi trong tng
thi k.
c tnh mc tiu th thay th
c tnh mc tiu th thay th, ban lnh o phi nghin cu phn b tui th sn
phm ca mnh. Mc thp ca phn b ny ch khi bt u c mc tiu th thay th. Thi
im thay th thc t cn chu nh hng ca quan im kinh t ca khch hng, tnh hnh
thu chi v cc phng n sn phm cng nh gi c, iu kin ti tr v n lc bn hng ca
Cng ty. V rt kh xc nh mc tiu th thay th trc khi sn phm c s dng thc t,
mt s hng sn xut da trn c s c tnh mc tiu th ln u quyt nh vic tung ra
ch mt sn phm mi.
c tnh mc tiu th lp li
i vi sn phm mi mua thng xuyn ngi bn phi c tnh mc tiu th lp li
cng nh mc tiu th ln u. Chnh l v gi tr n v ca sn phm mua thng xuyn
thp nn ch sau khi tung ra th trng mt t lu l c trng hp mua lp li. Mc mua
lp li cao c ngha l khch hng hi lng, mc tiu th c th vn cao ngay c sau khi tt c
mi ngi mua ln u. Ngi bn phi theo di t l phn trm trng hp mua lp li
xy ra trong tng lp mua lp li: Nhng ngi mua lp li mt ln, hai ln, ba ln, v.v... C
mt s sn phm v nhn hiu c mua mt vi ln ri thi. iu quan trng l phi c
tnh xem t l mua lp li c th tng hay gim, v vi mc nh th no i vi nhng lp
mua lp li nhiu hn.
c tnh chi ph v li nhun
Sau khi chun b d bo mc tiu th, ban lnh o c th c tnh chi ph v li nhun d
kin ca v kinh doanh ny. Chi ph do cc phng nghin cu v pht trin, sn xut,
Marketing v ti chnh c tnh.
Cc Cng ty s dng nhng s liu ti chnh nh gi gi tr ca n sn phm
mi. n gin nht l phn tch im ho vn, trong ban lnh o nh gi xem Cng ty
phi bn c bao nhiu n v sn phm th mi ho vn, vi gi v c cu chi ph

nh. Nu ban lnh o tin chc rng Cng ty c th d dng t c s lng ho vn,
th thng n s cho tip tc chuyn n sang giai on pht trin sn phm.
Phng php phc tp nht l phn tch ri ro. y ba kt qu c tnh (lc quan, bi
quan v nhiu kh nng nht) thu c i vi tng bin khng chc chn, c nh hng n
kh nng sinh li ca mi trng Marketing gi thit v chin lc Marketing nh
trong k k hoch. My tnh m phng cc kt qu kh d v tnh ton phn phi xc sut ca
t sut li nhun, th hin khong t sut li nhun c th t c v xc sut ca chng.
Pht trin sn phm v th nghim trn th trng.
Nu quan nim sn phm qua c th nghim kinh doanh th n s i tip sang
giai on nghin cu v pht trin v/hay thit k k thut pht trin thnh sn phm vt
cht. Cho n lc ny n mi ch dng m t bng li, mt hnh v hay m hnh phc tho.
Bc ny i hi phi c mt s nhy vt v vn u t, s tin cn thit s ln gp bi so
vi chi ph nh gi tng pht sinh trong nhng giai on trc. Giai on ny s tr li
tng sn phm , xt v mt k thut v thng mi, c th bin thnh mt sn phm kh
thi khng. Nu khng, th nhng chi ph tch lu ca n m Cng ty chi ra s mt trng,
ch tr nhng thng tin hu ch thu c trong qu trnh .
Phng nghin cu v pht trin s pht trin mt hay nhiu dng mu vt cht ca quan
nim sn phm. H hy vng rng, s tm c mt nguyn mu m ngi tiu dng thy
rng n c nhng thuc tnh then cht c m t trong quan nim sn phm, hot ng
an ton trong iu kin s dng bnh thng, v c th sn xut trong phm vi chi ph sn
xut d ton.
Vic pht trin c mt nguyn mu thnh cng phi mt nhiu ngy, tun, thng,
thm ch nhiu nm. Vic thit k mt my bay thng mi mi s chim mt vi nm ca
cng tc pht trin. Ngay c vic pht trin cng thc c hng v mi cng c th mt thi
gian. V d, chi nhnh Maxell House ca General Foods pht hin ra rng ngi tiu dng
mun c mt nhn hiu c ph vi "hng v m , mnh m". Cc k thut vin ho
nghim ca Cng ty mt bn thng nghin cu pha ch cc thnh phn c ph khc
nhau c hng v khc nhau to ra mt hng v thch hp. Song vic sn xut ra th c
ph khc nhau c hng v khc nhau to ra mt hng v thch hp. Song vic sn xut
ra th c ph qu tn km v Cng ty ct gim chi ph cho hn hp m bo ch
tiu chi ph sn xut. Tuy nhin, vic thay i lm nh hng n hng v v nhn
hiu c ph mi khng c tiu th mnh trn th trng.

Vic th nghim vi ngi tiu dng c th thc hin theo mt s hnh thc khc nhau,
t vic a ngi tiu dng n phng th nghim n vic cho h mu hng em v nh
dng th. Vic th nghim sn phm ti nh c p dng ph bin i vi nhng sn phm
khc nhau, t hng v kem n nhng thit b mi. Khi hng Du Pont pht trin loi thm
mi bng vt liu tng hp, Cng ty cung cp thm min ph tri sn mt s nh vi
iu kin l ch nh sn sng cho nhn xt v nhng im thch v khng thch i vi thm
tng hp. Vic trc nghim s thch ca ngi tiu dng s dng nhiu phng php khc
nhau, nh xp hng, so snh tng cp, v cho im, mi phng php u c nhng u im
v nhc im ca n.
Khng phi Cng ty no cng chn con ng th nghim trn th trng. C mt
quan chc ca Cng ty Revlon, Inc.., pht biu nh sau:
Trong lnh vc ca chng ti, ch yu l m phm gi cao, khng phn phi i tr,
khng cn thit phi th nghim trn th trng. Khi chng ti pht trin mt sn phm
quen thuc vi lnh vc ny. V chng ti c 1.500 trnh din vin cc ca hng bch
ho tng hp khuch trng n.
Tuy nhin, hu ht cc Cng ty u bit vic th nghim trn th trng c th cung
cp nhng thng tin c gi tr v ngi mua, cc i l, hiu qu ca chng trnh
Marketing, tim nng ca th trng v nhiu vn khc. Nhng vn chnh l s th
nghim trn th trng bao nhiu ln v cch th nghim nh th no?
S lng th nghim trn th trng chu nh hng mt bn l chi ph v ri ro ca
vn u t, v mt bn l sc p thi gian v chi ph nghin cu. Nhng sn phm c vn
u t ri ro cao cn c th nghim trn th trng ti mc khng phm sai lm;
chi ph th nghim trn th trng s bng mt t l phn trm khng ng k trong tng chi
ph ca d n. Nhng sn phm c ri ro ln, tc l nhng sn phm to ra nhng loi sn
phm mi (ba n sng lin u tin) hay c nhng tnh cht mi (thuc nh rng u tin
c cha fluoride) cn c th nghim trn th trng nhiu hn nhng sn phm ci tin
(nhn hiu thuc nh rng khc). Nhng s lng th nghim trn th trng c th gim i
mt chng mc no nu cong ty ang b sc p v thi gian v thi v bt u hay v
cc i th cnh tranh s tung ra nhng nhn hiu ca mnh. V vy cng ty c th chp nhn
ri ro sn phm b tht bi hn l ri ro mt kh nng phn phi hay xm nhp th trng vi
mt sn phm chc chn thnh cng. Chi ph th nghim trn th trng cng chu nh
hng ca s lng th nghim v loi sn phm g.
Thng mi ha

Th nghim trn th trng c l cung cp thng tin ban lnh o quyt nh

xem xt cc sn phm mi ra khng. Nu Cng ty tip tc thng mi ho th n phi chu
nhng chi ph ln nht t trc n gi. Cng ty s phi k hp ng sn xut hay xy dng
hoc mt c s sn xut c quy m tng xng. quy m ca nh my l mt bin cc k
quan trng ca quyt nh. Cng ty c th xy dng mt nh my nh hn so vi yu cu ca
d bo mc tiu th cho an ton hn.
Thi im (tr li cu hi Khi no?)
Trong vic thng mi ho mt sn phm mi, thi im tung ra th trng c th l
cc k quan trng. gi s, mt Cng ty hu nh hon tt vic pht trin mt sn phm mi
v nghe n c mt i th cnh tranh sp kt thc vic pht trin sn phm ca mnh. Cng
ty phi ng trc ba cch la chn:
1. Tung ra th trng trc tin: Cng ty tham gia th trng u tin thng c c
"u th ca ngi ch ng" l nm chc c nhng ngi phn phi v khch hng ch
cht v ginh c v tr dn u v ting tm. Kt qu nghin cu ca A.Mc Kinsey cho
thy rng, ngi u tin tung sn phm mi ra th trng, cho d phi chi vt ngn sch,
vn tt hn l ngi n mun hn, nhng m bo ngn sch. Mt khc, nu sn phm
c tung ra th trng trc khi chi ht ngn sch, th sn phm c th c mt hnh nh
khng hon m.
2. Tung ra th trng ng thi: Cng ty c th xc nh thi im tung ra th trng
ng thi vi i th cnh tranh . Nu i th cnh tranh vi v tung ra th trng th
Cng ty cng lm nh vy. Nu i th cnh tranh tranh th thi gian, th Cng ty cng tranh
th thi gian, lm thm gi hon thin sn phm ca mnh. Cng ty c th mun c hai
cng gnh chu chi ph qung co v vic tung sn phm mi.
3. Tung ra th trng mun hn: Cng ty c th hon tung sn phm ca mnh ra th
trng cho n khi i th cnh tranh xm nhp th trng. Trong trng hp ny c ba
li th tim n. i th cnh tranh s phi gnh chi ph o to th trng. Sn phm ca i
th cnh tranh c th bc l nhng thiu st m ngi i sau c th trnh. Cng ty c th bit
c quy m ca th trng. V d, cng ty EMI ca Anh l ngi i tin phong v k thut
qut ct lt bng my tnh, nhng GE ginh mt th trng, bi v n hon ho hn rt
nhiu v nng lc sn xut v mnh hn nhiu v phn phi cho cc bnh vic.
Quyt nh thi im c lin quan n nhng vn ph km theo. Nu sn phm mi
thay th mt sn phm c ca cng ty, th Cng ty c th hon vic tung ra th trng cho n
khi tiu th ht s sn phm c cn tn kho. Nu sn phm c tnh thi v cao th c th gi

li cho n ng thi v ca n. Tm li, cn phi suy ngh k v thi im tung ra th

trng.
Khu vc th trng (tr li cu hi u?)
Cng ty s phi quyt nh tung sn phm mi ra ti mt a bn, mt khu vc, nhiu
khu vc hay th trng ton quc, th trng quc t. C mt s Cng ty c lng tin, vn,
v nng lc tung sn phm mi ra th trng ton quc hay ton cu. H s xy dng k
hoch chim lnh th trng theo thi gian. Nhng cng ty nh th chn ly mt thnh ph
hp dn v m mt chin dch chp nhong xm nhp th trng. H cng xm nhp cc
thnh ph khc dn dn, mi ln mt thnh ph. Nhng Cng ty ln th tng sn phm ra
ton b khu vc ri sau chuyn sang khu vc tip sau. Nhng cng ty c mng li phn
phi ton quc nh cc hng t chng hn s tung model sn phm mi ca mnh trn th
trng c nc.
Khi p dng Marketing vt du loang Cng ty phi nh gi mc hp dn ca cc
th trng. Cc th trng d kin c th lit k thnh hng, hay thnh ct theo tiu chun
mc hp dn. Nhng tiu chun xp hng ch yu l tim nng ca th trng, danh ting
a phng ca Cng ty, chi ph thit lp knh thng tin, chi ph v cc phng tin truyn
thng, nh hng ca cc khu vc i vi cc khu vc khch, v tnh hnh cnh tranh.
Bng cch ny Cng ty xp th t c nhng th trng hng u v xy dng mt k
hoch chim lnh dn tng a bn.
Nhng khch hng trin vng ca th trng mc tiu (Cho ai?)
Trong phm vi nhng th trng ln chim, Cng ty phi hng mc tiu phn phi v
khuyn mi ca mnh vo nhng nhm khch hng trin vng quan trng nht. Nhng khch
hng trin vng hng u i vi mt sn phm tiu dng mi, trong trng hp l tng,
phi c nhng c im sau: H phi l nhng ngi chp nhn sn phm sm, s dng
nhiu, hng dn d lun v c th t c chi ph thp. C mt vi nhm c y tt c
nhng c im ny. Cn c vo nhng c im va nu, Cng ty c th xp hng cc
nhm khch hng trin vng khc nhau ri chn nhm tt nht lm mc tiu. Mc ch l to
ra c mc tiu th mnh cng sm cng tt ng vin lc lung bn hng v thu ht
thm nhng khch hng trin vng khc.
Nhiu cng ty ngc nhin khi bit c ai thc s mua sn phm ca mnh v v
sao. L vi ba ch pht trin nhy vt sau khi bng ng rang bng l vi ba pht trin. Nhng
ngi sm chp nhn u my video b thu ht bi c hi xem phim nh khiu dm.
Chin lc tung ra th trng (Lm nh th no?)

Cng ty phi xy dng mt k hoch hnh ng tung sn phm mi ra nhng th

trng ln chim. V d:
Vo thng Nm nm 1986 hng Polaroid tung ra my nh cho hnh ngay spectra vi
ngn sch qung co trong nm u tin l 40 triu USD. Cc pan qung co c dng ti
25 th trng nh l mt phn ca chin dch chc gho, ri tip n l mt chin dch n
phm v truyn hnh dn dp nhm lm cho 90% cng chng mc tiu ca Spectra phi xem
ti 25 ln.
sp xp trnh t v phi hp nhiu hot ng lin quan n vic tung sn phm mi
ra th trng, ban lnh o c th dng phng php s mng nh phng php ng ti
hn.
Qu trnh chp nhn ca ngi tiu dng
Qu trnh chp nhn ca ngi tiu dng bt u t ch qu trnh i mi ca Cng ty
chm dt. N m t cch thc khch hng tim n tm hiu v sn phm mi, dng th n v
chp nhn hay t chi n. Ban lnh o phi hiu c qu trnh ny xy dng mt chin
lc hiu qu nhm xm nhp sm th trng. Tip sau qu trnh chp nhn ca ngi tiu
dng l qa trnh trung thnh ca ngi tiu dng, mt mi quan tm ca nh sn xut n
nh.
Cch y nhiu nm, nhng ngi lm Marketing sn phm mi s dng phng
thc tip cn th trng i tr tung sn phm ca mnh ra. H phn phi sn phm i
khp mi ni v qung co cho tt c mi ngi vi gi thit l hu ht mi ngi u l
nhng ngi mua tim n. Phng thc tip cn th trng i tr, tuy vy, cng c hai
nhc im: N i hi chi ph marekting ln v c nhiu trng hp qung co lng ph
cho nhng ngi khng phi l tiu dng tim n. Nhng nhc im ny dn n mt
phng thc tip cn th hai l Marketing mc tiu ngi s dng nhiu, theo lc u sn
phm c hng vo nhng ngi s dng nhiu. Phng thc ny ch c ngha khi nhng
ngi s dng nhiu c th d pht hin c v l nhng ngi sm chp nhn. Nhng
ngay c trong nhm ngi s dng nhiu, ngi tiu dng cng c mc quan tm n sn
phm v nhn hiu mi khc nhau. Nhiu ngi s dng nhiu trung thnh vi nhng nhn
hiu hin c. Hin nay nhiu ngi lm Marketing sn phm mi hng vo nhng ngi
tiu dng no l nhng ngi sm chp nhn. Theo l thuyt ngi sm chp nhn:
+ Nhng ngi trong mt th trng mc tiu khc nhau v khong thi gian ngn cch gia
lc h nhn thy sn phm mi v lc h dng th chng/

+ Nhng ngi sm chp nhn c chung mt c im phn bit h vi nhng ngi

chp nhn mun.
+ C nhng phng tin truyn thng c hiu qu truyn ti nhng ngi sm chp
nhn.
+ Nhng ngi sm chp nhn c xu hng tr thnh nhng ngi hng dn d lun
v c li cho vic qung co sn phm mi i vi nhng ngi mua tim n khc.
By gi ta chuyn sang l thuyt v s lan truyn i vi s chp nhn ca ngi tiu
dng, mt l thuyt cung cp nhng manh mi pht hin ra nhng ngi sm chp nhn.
Nhng quan im v i mi. Lan truyn v chp nhn
S i mi c ngha l mi hng ho, dch v hay tng c mt ai nhn thc l
mi. tng c th c t lu ri, nhng n li l mt s i mi i vi ngi thy n l
mi. S i mi cn c thi gian lan truyn thng qua h thng x hi. Rogers nh ngh
qu trnh lan truyn l "s ph bin mt tng mi t ngun sng ch hay sng to ra n
n nhng ngi s dng cui cng hay nhng ngi chp nhn"28. Mt khc, qu trnh
chp nhn tp trung vo "qu trnh tinh thn thng qua mt c th i t ch nghe thy ln
u tin v s i mi n s chp nhn cui cng". s chp nhn l quyt nh ca mt c
th tr thnh ngi s dng thng xuyn mt sn phm.
Nhng giai on ca qu trnh chp nhn
Kt qu quan st nhng ngi chp nhn sn phm mi cho thy h tri qua nm giai
on sau:
+ Bit n: Ngi tiu dng bit n s i mi, nhng cn thiu nhng thng tin v
n.
+ Quan tm: Ngi tiu dng b kch thch tm kim thng tin v s i mi.
+ nh gi: Ngi tiu dng xem xt c nn dng th sn phm mi khng.
+ Dng th: ngi tiu dng dng th sn phm mi nh gi gi tr ca n k hn.
+ Chp nhn: Ngi tiu dng quyt nh s dng thng xuyn v hon ton sn
phm .

Qu trnh tin trin ny cho thy rng ngi lm Marketing sn phm mi cn nhm
vo vic to thun li ngi tiu dng chuyn t giai on ny sang giai on khc. Mt
hng sn xut my ra chn a xch tay, chy in pht hin ra rng nhiu ngi tiu dng
b kt li giai on quan tm. H khng mua l v h khng bit chc chn v chi ph u
t ln. Th nhng nhng ngi tiu dng ny s sn sng dng th my ra chn a chy
in vi mt khon chi ph hng thng nh. Nh sn xut cn suy tnh v vic a ra mt k
hoch cho dng th, sau c quyn chn mua.

CHIN LC XC TIN HN HP

1. Khi nim v xc tin hn hp

Hot ng xc tin hn hp trong marketing l s kt hp tng hp cc hot ng sau:
- Qung co
- Khuyn mi
- Cho hng hay bn hng c nhn
- Tuyn truyn
Tan b cc hot ng xc tin trn phi c phi hp t tc dng truyn thng
ti a ti ngi tiu dng.
Hiu nng ca cc cng c xc tin thay i ty theo th trng. Trong th trng hng
tiu dng, qung co c xem l cng c quan trng nht. Trong th trng hng cng
nghip, v tr quan trng nht thuc v cho hng v bn hng c nhn. Cc hot ng xc
tin hn hp chu nh hng mnh m ca vic cng ty chn chin lc y hay chin lc
ko tiu th sn phm ca mnh (Xem H 12 1)
Chin lc y i hi Cng ty qung co, khuyn mi tt i vi gii bun bn
y sn phm i qua cc trung gian phn phi. Nh sn xut qung co sn phm mt cch
nng ng n cc nh bn s, cc nh bn s qung co nng ng n cc nh bn l, cc
nh bn l qung co nng ng n ngi tiu dng y hng ha n vi h.

Chin lc ko i hi chi ph chiu th nhiu v hot ng chiu th nng ng i vi

ngi tiu dng to nn nhu cu tiu th. Nu c hiu qu, ngi tiu dng s hi mua sn
phm cc nh bn l, cc nh bn l s hi mua cc nh bn s, cc nh bn s s hi mua
cc nh sn xut.

H 12-1. Cc chin lc trong xc tin hn hp

A. Chin lc y (Push Strategy )
B. Chin lc ko (Pull Strategy)
Mt s Cng ty nh sn xut hng k ngh ch s dng chin lc y. Mt s Cng ty
ch dng chin lc ko. Hu ht c Cng ty ln s dng phi hp gia y v ko. Th d,
hng Procter & Gamble qung co bng phng tin truyn thng i chng li ko khch
hng cho cc sn phm ca hng ri s dng mt lc lng bn hng ln cng nh cc cuc
c ng thng mi y cc sn phm i qua cc trung gian marketing.
Cn xc nh c u l khn thnh gi mc tiu. Khn thnh gi c th l nhng
khch mua tin tng ca sn phm ca Cng ty, nhng ngi ang s dng sn phm, nhng
ngi quyt nh mua hoc c nh hng n quyt nh mua. Khn thnh gi mc tiu c
nh hng quan trng n cc quyt nh truyn thng ca Cng ty. l cc quyt nh:

- Ni ci g?
- Ni nh th no?
- Ni khi no?
- Ni u v
- Ni vi ai?
Sau khi xc nh khn thnh gi mc tiu, Cng ty phi xc nh xem s c nhng p
ng no. D nhin p ng ti hu l vic mua hng. Nhng hnh vi mua l kt qu ca mt
tin trnh di thuc quyt nh mua hng ca ngi tiu th. Nh marketing cn phi bit
khn gi mc tiu ang ng u v cn a h n trng thi no? Khn thnh gi mc
tiu c th ang bt k mt trong su trng thi sn sng ca ngi mua. l Bit Hiu
Thch Chung Tin v Mua.
* Bit (Awareness).
Cn phi nm c vic khn thnh gi mc tiu bit n sn phm hay doanh nghip
ca mnh nh th no? nu h cha bit th phi lm cho h bit, bng nhng thng ip gin
n lp li nhiu ln. Cng vic ny i hi tn thi gian.
* Hiu (Knowledge).
Khn thnh gi mc tiu c th bit v sn phm hoc Cng ty nhng li khng hiu .
Cn lm cho h hiu v Cng ty: Nhim v, mc tiu v cc sn phm ca n.
* Thch (Liking)
Nu khn thnh gi hiu v sn phm, h c cm ngh g v sn phm (Ght,
khong thch, thch). Nu c s khng thch do nhng khuyn khuyt ca sn phm ca Cng
ty th cn phi ci tin han thin sn phm sau mi truyn thng v cht lng sn phm.
Cn phi c sn phm tt i trc li ni tt.
* Chung (Preference).
Khn thnh gi mc tiu c th thch sn phm nhng li khng a chung n hn
nhng sn phm khc. Cn co gng xy dng s a chung sn phm ni khch hng. Cn
a ra nhng li rao c th v cht lng, gi c, tnh nng v nhng thuc tnh khc ca sn
phm. Nn kim tra mc a chung ca khch hng sau chin dch .

* Tin (Conviction).
Khn thnh gi c th a chung sn phm nhng cha chc mua. Cn to ra mt
nim tin vng chc l sn phm c th c nhiu li ch, p ng nhng nhu cu, i hi
ca ngi tiu dng.
* Mua (Purchase)
Khi khn thnh gi c lng tin, cn phi dn h n bc cui cng. Chng hn mi
khch hng dng th, bn vi gi r, c tng thng hoc bo cho h bit sn phm sp ht.
Su trng thi trn c rt gn li thnh ba giai on sau:
- Nhn thc (bit, hiu)
- Cm th (thch, chung, tin)
- Hnh vi (mua)
Khch hng phi tri qua 3 giai on trn i n vic mua. Cn xc nh xem ngi
tiu dng ang giai on no v trin khai mt chin dch truyn thng hu hiu a h
n giai on tip theo.
2. Qung co
Qung co l mt trong nhng cng c quan trng nht ca hot ng chiu th. Qung co
chuyn cc thng tin c sc thuyt phc n cc khch hng mc tiu ca Cng ty. Cng tc
qung co i hi s sng to rt nhiu. l mt ngh thut: Ngh thut qung co.
Chi ph cho qung co rt ln. V d Hoa K chi ph cho qung co nm 1991 l
126,4 t la, trong : Bo ch chim 24,1% (30,4 t la), truyn hnh chim 21,7% (27,4
t la)
Qung co l mt phng tin h tr c lc cho cnh tranh.
Mc ch ca qung co l thu ht s ch ca khch hng, thuyt phc h v
nhng li ch, s hp dn ca sn phm nhm thay i hoc cng c thi v lng tin tng
ca ngi tiu th v sn phm ca Cng ty, tng lng ham mun mua hng ca h v i n
hnh ng mua hng, Qung co c thc hin theo nguyn tc A.I.D.A y l 4 ch u
ca cc t.
A - Attention (to ra s ch )

I - Interest (lm cho thch th)

D - Desire (Gy nn s ham mun)
A - Action (Dn n hnh ng mua hng)
Nhng quyt nh ch yu trong hot ng qung co bao gm
Quyt nh v mc tiu qung co
Mc tiu qung co phi xut pht t cc mc tiu trong kinh doanh ca Cng ty v cc mc
tiu marketing. V d: mc tiu doanh s, li nhun, th phn, cc mc tiu ny nng cao uy
tn ca Cng ty, ca sn phmCc mc tiu qung co thng c phn loi thnh mc
tiu thng tin mc tiu thuyt phc hay mc tiu nhc nh.
- Qung co thng tin hnh thnh mnh m vo giai on gii thiu sn phm nhm to
nn nhu cu ban u. N c th gii thiu cho th trng bt v mt sn phm mi, v cch
s dng mi ca mt sn phm hoc s thay i v gi c.
- Qung co thuyt phc cn thit v rt quan trng trong giai on cnh tranh nhm
to ra s a chung nhn hiu hoc thuyt phc khch hng mua ngay. Qung co thuyt
phc c th dng th loi so snh. V d: hng Toyota so snh loi xe Lexus ca h vi
loi xe Mercedes ca c c v gi c ln cht lng (ng c chy m nh th no). Qung
co so snh cng c s dng nhiu i vi cc loi thuc kh mi hi, kem nh rng,
ru v cc loi thuc gim au.
- Qung co nhc nh rt quan trng trong giai on trng thnh (bo ha) ca sn
phm nhc nh khch hng lun lun nh n n u tin, nhc h nh n a im mua
n u tin, nhc h nh n a im mua n u v.v
Quyt nh v ngn sch qung co
Sau khi xc nh cc mc tiu qung co ri, doanh nghip c th quyt nh ngn sch
qung co cho mi sn phm nhm han thnh mc tiu bn hng. C 4 phng php xc
nh ngn sch:
- Phng php ty kh nng: Nhiu Cng ty xc nh ngn sch qung co c ty theo
kh nng Cng ty c th chi c. Phng php ny b qua nh hng ca qung co i
vi khi lng tieu th, n dn n ngn sch qung co hng nm hng n nh.

- Phng php tnh theo phn trm ca doanh s, v d, 5% hay 10% ca doanh s nm
ti. u tin ca phng php ny l chi ph qung co gn lin vi kt qu hot ng kinh
doanh (vi doanh s, li nhun) v m bo s n nh cnh tranh.
- Phng php cn bng cnh tranh. Mt s Cng ty xc nh ngn sch qung co ca
h ngang bng vi mc chi ca cc hng cnh tranh cng c. Tuy nhin, do uy tn, ti lc, c
may v mc tiu ca tng Cng ty khc nhau rt xa nn chc chn kt qu chiu th s khc
nhau.
- Phng php mc tiu v cng vic.
Phng php ny i hi nh marketing lp ngn sch bng cch:
- Xc nh mc tiu ca doanh nghip
- Xc nh nhng cng vic, chng trnh cn thc hin t mc tiu (qung co
trn bo, radio, TV nh th no)
- c tnh chi ph han thnh cng vic tng s chi ph ny chnh l ngn sch
qung co ngh cho nm ti.
Quyt nh v li rao qung co.
Quyt nh v li rao qung co thng gm 3 bc: to ra li rao, nh gi v tuyn
chn li rao, thc hin li rao.
Vic to li rao i hi gii quyt 3 vn : Ni ci g (ni dung li rao), ni th no
cho hp l (cu trc li rao) v ni th no cho c hiu qu (hnh thc thc hin li rao)
V ni dung li rao
Cn thit k, phc ha nhng s gi dn c c nhng p ng mong mun. C 3 loi
gi dn:
+ Gi dn s hp l: Sn phm em li nhng ch dng theo yu cu (bn, tit kim, c
gi tr V d: n p Lioa cht lng ngoi, gi ni, Gi m mi th u bn nh
Electrolux.
+ Nhng gi dn to xc cm. Nhng gi dn to xc cm kch thch nhng tnh cm
tch cc a n vic mua. V d: s su rng dn n vic nh rng thng xuyn.

+ Nhng gi dn o c. Nhng gi dn o c hng n ci thin ni khch hng.

V d: c thc bo v mi trng, mua v ng h l lt.
V cu trc li rao
Hiu qu ca qung co ph thuc kh nhiu vo cu trc ca li rao. Th nht, c nn
a ra kt lun r rng hay khch hng t kt lun ly. a ra kt lun thng hiu qu
hn. Th hai, trnh by lun chng theo kiu n tuyn hay song tuyn? Thng n tuyn
hiu qu hn. Th ba, nn a lun chng anh thp nht vo u hay cui ip truyn.
Hnh thc li rao.
Cn trin khai mt hnh thc sinh ng cho li rao. Trong qung co in n, nh marketing
phi quyt nh tiu , li l, minh ha v mu sc. thu ht s ch c th s dng
nhng cch nh tnh c o v tng phn hnh nh v tiu li cun, hnh thc hp dn,
kch c v v tr ca li rao hp l. Li rao cn phi ng tin cy, c a thch, to nn s
tin tng han tan ni khch hng.
Thc hin li rao nn nh th no? Kt qu ca li rao qung co khng nhng ch ty
thuc vo nhng g c ni m cn ty thuc vo cch thc dc ni nh th no?
Cn c mt vn phng mt ng iu v mt s trnh by hp l thc hin li rao.
Nu li rao c truyn trn ti vi ngi trnh by phi ch y s biu l ca nt mt, c ch,
trang phc t th v kiu tc. C th dng ln mt khung cnh, mt kiu dng hay mt hnh
nh mang tnh ngh thut vi sc p, tnh yu, thin nhin, s trong sng.
Quyt nh v phng tin qung co.
Ty theo khch hng mc tiu v loi sn phm kinh doanh m Cing ty c th chn
phng tin qung co cho ph hp. cc loi phng tin qung co thng c s dng:
bo ch, Radio, Tivi, phim nh qung co, Qung co bng th gi qua bu in, Qung co
bng Pano, ap phichvv...
nh gi hiu qu ca qung co
nh gi hiu qu ca qung co cn phn tch xem mc tiu ca qung co c t c
khng? ch cui cng ca qung co l lm cho vic bn hng c nhiu hn nhm tng
doanh s v li nhun.
Hiu qu ca qung co ph thuc vo hai yu t: Hiu qu ca tin tc ca li rao
qung co. V hiu qu ca phng tin qung co. Hiu qu ca tin tc qung co ngha l
tin tc qung co a ra c nhng li ch, u vit ca sn phm lm thu ht s ch

ca khch hng, c th cn lm thay i quan im kin, s a thch v thi ca h i

vi sn phm.
Hiu qu ca phng tin: Phng tin qung co m thch hp vi ni dung v tin tc
qung co ng thi c tc dng nhanh, mnh ti khch hng th qung co s c hiu qu, t
tn km hn.
Qung co cn mang li hiu qu l nng cao uy tn v gy ting tm cho doanh
nghip, to iu kin thun li trong cnh tranh chim lnh th trng.
3. Khuyn mi
Khuyn mi bao gm rt nhiu cng c c ng nhm kch thch th trng p ng
nhanh v mnh hn i vi sn phm v dch v ca Cng ty. Hu ht cc t chc kinh
doanh u s dng cc cng c khuyn mi. Chi ph khuyn mi hng nm, Hoa K c
lng ln n 80 t la. V con s ny cn tng hn na trong nhng nm gn y. C
nhiu yu t bn trong cng nh bn ngai Cng ty gp phn lm cho hot ng khuyn mi
tng ln d di. Bn trong Cng ty, s nhn thc vai tr quan trng ca khuyn mi mi
cp qun tr c khng nh. Bn ngai Cng ty do cnh tranh, do lm pht, do suy thoi
kinh t, lm cho vic bn hng tr nn kh khn, mt khc do chi ph qung co cao, phi
chen chc nhau trong cc phng tin truyn thng v..vlm cho ngi ta s dng khuyn
mi cng nhiu hn. Lm sao phn chia hp l ngn sch cho qung co v khuyn mi? Cc
Cng ty chia theo th t l t 20 80 v 80 20. T l khuyn mi qung co c xu
hng tng ln trong nhng nm gn y v khch hng ngy cng nhy cm vi thay i gi
c. Gii qun tr cp cao khng mun t l ny qu cao. V khi mt nhn hiu c y
mnh bng vic khuyn mi qu nhiu th c th hnh nh ca n s b lu m i. Vic khuyn
mi hu hiu nht khi c dng km vi qung co v cho hng.
Cc quyt nh ch yu trong khuyn mi bao gm:
Quyt nh v mc tiu khuyn mi
Mc tiu khuyn mi rt ra t mc tiu marketing c bn i vi mi sn phm. Nhng
mc tiu ring ca khuyn mi s thay i ty theo loi th trng. Vi ngi tiu dng: Mc
tiu l thc y h tiu dng mua nhiu hn, khuyn khch dng th, thu ht khch hng
mi. Cn vi cc trung gian marketing: dn d h bn nhng mt hng mi, tn kho nhiu
hn, c gng tm kim nhng khch tiu th mi, kch thch bn hng trong ma vng khch.
Quyt nh chn cng c khuyn mi

C nhiu cng c khuyn mi khc nhau nhm t nhng mc tiu khuyn mi khc nhau
ty theo th trng, sn phm v iu kin cnh tranh. Sau y l mt s cng c chnh:
- Hng mu: c th gi n tng nh qua bu in hoc nhn ti ca hng.
- Qu hng: Thng tng min ph nh nn, m, o thun, ba l, ti xch. Phiu i
ngh mt, phiu n ti ti nh hng
- Gi hng chung: l mt gii hng chung c bn vi gi h. V d: Mt bn chi
km mt ng kem nh rng. Hp dao co ru vi kem hay x bng cao ru, nc hoa bi
ru sau khi caov.v
Quyt nh trin khai chng trnh khuyn mi.
Nh marketing cn phi a ra nhng quyt nh sau y trin khai chng trnh
khuyn mi.
- Qui m khch l: Nh marketing phi quyt nh ha hn bao nhiu. Cn c mt kch thch
ti thiu no nu mun cho chng trnh thnh cng. Kch thch cng nhiu th kt qu
doanh s cng tng nhng vi gia tc gim dn.
- iu kin tham gia. Nhng cuc kch thch c th dnh cho mi khch hng c tham
gia mua hng. Nhng cng nhn vin ca Cng ty v cc thnh vin trong gia nh h khng
c tham gia.
- Thi hn c ng. Nu thi hn qu ngn, nhiu khch hng s khng kp tham gia.
Nu thi hn qu di th chng trnh s mt dn tnh thc y lm ngay. Kt qu nghin
cu cho thy rng tn s thun li nht l ba tun trong mt qy. Cng cn qui nh c th
ngy thng cho cc cuc khuyn mi.
Th nghim trc.
Cc cng c khuyn mi nn c th nghim trc nu c th c, xc nh xem
chng c ph hp vi mc tiu, quy khuyn mi khng.
Thc hin v kim tra nh gi.
Cc Cng ty da vo cc k hoch, chng trnh khuyn mi lp ch o thc hin sut
c thi gian khi bt u thc thi n lc kt thc chng trnh.
nh gi kt qu ca t khuyn mi, ngi ta c th so snh doanh s trc, trong
khi v sau cuc khuyn mi. T l ny tng ln 10% trong khi tin hnh chng trnh, gim

xung 5% sau khi kt thc chng trnh, mt thi gian, mt thi gian sau li tng ln 7%.
Chng trnh khuyn mi r rng c nhiu khch mi th dng v nhng khch c
mua hng nhiu hn. Sau chng trnh, doanh s gim xung v khch c hng trong
nh. Doanh s tng ln sau ny cho thy Cng ty c nhng khch hng mi. Nu th phn
ca nhn hiu tr v mc c nh hi cha c chng trnh khuyn mi th chng trnh ch
to s thay i mc cu trong nht thi ch khng phi tng sc cu.
4. Tuyn truyn
Tuyn truyn l mt cng c tuy cha dc xem trng ng mc trong hot ng
marketing nhng i khi li c tc dng mnh, t hiu qu cao nht li tn km t hn
qung co.
Tuyn truyn l mt phn ca khi nim ln hn, l nhng quan h qun chng
(Public Relations). Quan h vi cng chng ca Cng ty c nhiu mc ch, k c vic tuyn
truyn tt lm n ng n quan tm n s pht trin ca a phng: ti tr cho cc phong
tro vn ngh, th thao, cp hc bng cho sinh vin cc trng i hc, xy nh tnh ngha,
nhn nui dng cc b m anh hng sut i.v..v.
tuyn truyn cho Cng ty ngi ta c th mi cc nh chnh tr li lc, cc nh ngh thut
ni ting n thm Cng ty mnh. Cng c th t chc nhng ba tic ln, mi phng vin
bo ch, i pht thanh, i truyn hnh v cc quan chc n d nhn ngnh thnh lp Cng
ty, ngy n nhn hun chng lao ng v.v
Bi tp tnh hung: Hot ng qung co ca PepsiCo
Pepsi Co l mt Cng ty ln v a dng vi doanh s trn 8 t la. Pepsi Co pht
trin mt chui su rng nhng cng c truyn thng i chng n vi gii qun chng
ca n.
Pepsi Co dng qung co liu lng cao xy dng v duy tr t l chim lnh th
trng cho cc nhn hiu ca n. Nm 1983, Pepsi Co chi hn 472 triu la tin qung
co trn khp th gii, v tr thnh nh qung co mnh th 12 trong nc. Sn phm nc
ngt Pepsico nm 1983 chim 26% th trng (ng sau Coca Cola vi t l 35%), ph
qung co cho mt hng ny hn 65 triu la. Nm 1984, Pepsico d nh chi hn 40 triu
la cho ring nhn hiu Pepsico thi.Nm 1983, Cng ty chi 47 triu la qung co cho
Pizza Hut v trch thm 19 triu la na cho Taco Bell. Nhng sn phm khc cng c
chi qung co t mt vi ti nhiu triu la.

Nhng Pepsico khng ch dng qung co n vi qun chng v khch hng. Hn

1/3 chi ph qung co ca n nm 1983, khong 133 triu la c chi vo nhng phng
tin truyn thng khng o lng c nh phiu thng, k thi c thng, nh c,
nhng s kin c bit, nhng cuc trin lm thng mi, v cc hot ng khuyn mi
khc. Trong nhiu nm, pepsi tin hnh Li mi ca Pepsi, mt kiu qung co v khu
v mi gi khch hn dng th Pepsi so vi Coca cola. Khch hng dn dn b thu ht v
nhng tr phiu thng, x s ca Pesico, ngi bn th b cm d bi cc mn tr cp v
trng by ca n. Nhng sn phm mi v nhng chin dch qung co mi c nhm ti
nhng nh ng chai v bo ch mi khi c nhng s kin ni bt no din ra,.
Nm 1984, Pesi s dng phi hp vic qung co khuyn mi v tuyn truyn to
nn chin dch mi Pesi s la chn ca th h mi, chin dch ny vch ra nhm thay
th th h Pesi gi ci bng mt th h khch hng mi v tr hn. Chin dch ny tch
khi kiu qung co mt mu i nh nhng, hoi nim, vn tch khi kiu qung co
mt mu i nh nhng, hoi nim, vn l truyn thng ca Pepsi, Cng ty s dng nhng
tr gy ci to nn hnh nh mt Pepsi ho hng nh nhm m h tin rng s thu ht c
gii tr. Pepsi k vi Lionel Richie khong 8 triu) lm ngi pht ngn cho chin dch.
m u, Cng ty lm 7 chng trnh thng mi, trong c hai chng trnh mi ci 60
giy ca Jackson lm tn ca Pepsi n 2 triu la Michael Jackson v anh em ca anh ta
cng c s dng trong nhiu s kin nhm y mnh doanh s, trong cuc lu din
Victory Tour qua nhiu thnh ph Hoa K do pepsico bo tr.
Pepsi li dng s ho hng quanh chin dch Jackon qua mt n lc tuyn truyn tp
trung cao . Cng ty t chc hp bo, phn pht bn in nhng bi ht ca Jackson, nhng
chi tit v qung co v chuyn lu din cng cc hot ng lin quan khc. Cng ty cho bo
ch v cc nh ng chai xem trc nhng chng trnh qung co. Chin dch tr thnh mt
s kin trn cc phng tin truyn thng nhiu chng trnh MTV mc d c chnh sch
khng dnh dng ti cc sn phm, cng lm mt chng trnh c bit v nhng bui trnh
din ln u ca Michael v mt cuc phng vn vin gim c cc chng trnh thng
mi. Nhng chng trnh thng mi cng gp phn ci tin thang im cho chng trnh
gii thng Grammy ca i CBS, vn l chng trnh u tin lm qung co. Nh th s
phi hp kho lo ca pepsi trong nhng tr qung co i chng lm chin dch th h
mi ca Cng ty khi ng mau l.
Cu hi tho lun:
1.
Phn tch hot ng qung co ca cng ty Pepsi.
2.
V sao PepsiCo li a ra v thc hin chin dch Pepsi-s la chn
ca th h mi?

3.

Pepsi phi hp cc hot ng xc tin hn hp nh th no?

CHIN LC GI

Xy dng v qun l chin lc gi ng n l iu kin quan trng m bo doanh

nghip c th xm nhp v chim lnh c th trng v hot ng kinh doanh c hiu qu
cao. Tuy nhin gi c chu s tc ng ca nhiu yu t. S hnh thnh v vn ng ca n
rt phc tp. Vic qun tr chin lc gi hp l i hi phi gii quyt nhiu vn tng
hp v ng b.
Trong chng ny, chng ta s xem xt vic inh gi ca cng ty, nhng tc ng ca
vic nh gi, phng php inh gi cho cc sn phm mi cng nh cc chin lc thay i
v iu chnh gi c.
1. Khi nim v cc yu t cn xem xt khi nh gi
Gi l mt trong 4 bin s quan trng ca marketing mix. Gi ng vai tr quyt nh
trong vic mua hng ny hay hng khc i vi ngi tiu th. i vi cng ty gi c v tr
quyt nh cnh tranh trn th trng. Vic nh gi sn phm c ngha quan trng i vi
doanh nghip v n nh hng trc tip n doanh s v li nhun.
Gi c nh nh th no?
Cc quyt nh v gi ca cng ty chu nh hng ca mt s yu t ni ti ca cng ty
v ca mt s yu t bn ngoi.
Nhng yu t ni ti nh hng n cc quyt nh v gi
Mc tiu marketing:
Trc khi nh gi, cng ty phi quyt nh xem vi sn phm th cn phi t c
iu g. Nu cng ty chn th trng mc tiu v nh v th trng cn thn, th chin lc
phi hp marketing bao gm c gi c, s thc hin kh d dng. ng thi , cng ty cn c
cc mc tiu khc na. khi mc tiu c xc nh r rng, vic nh gi cng d dng hn.
Cc mc tiu ph bin l s tn ti, ti a ha li nhun, ti a ha th phn v dn u v
cht lng sn phm.

S tn ti: khi cnh tranh khc lit, cng ty gp nhiu kh khn h s coi trng s tn
ti nh mc tiu chnh yu. H phi nh gi thp, mi l gi c trang tri cc bin ph v
mt s nh ph khc c th tn ti, cm c c mt thi gian nhm vt qua giai on
kh khn ny.
Ti a ha li nhun: Nhiu cng ty mun ra mt mc gi nhm ti a ha li
nhun hin taik. h c lng mc cu v ph tn i lin vi nhng mc gi khc nhau v
chn ra mc gi c c li nhun ti a hoc t l doanh thu trn vn u t ti a.
Dn u th phn:c cng ty mun t th phn cao nht. h tin rng cng ty no c th
phn ln nht s c ph tn thp nht v li nhun v lu di l cao nht. h eo ui th phn
bng cch nh gi thp v mt chng trnh phi hp hot ng marketing ng b t
c mc tiu ny.
Dn u v cht lng sn phm: Mt cng ty c th ly mc tiu dn u v cht
lng sn phm trn th trng. thng th iu ny i hi phi ra mc gi cao v ph tn
R & D cao.
Cc mc tiu khc: Cng ty c th s dng gi t cc mc tiu khc. H c th
nh gi thp ngn chn khng cho cc i th tham gia va th trng hoc nh gi
ngang i th n nh th trng. Gi c th a ra duy tr s trung thnh v ng h
ca gii bn li hoc trnh s can thip ca chnh ph. Gi c th tm thi gim to s
p ng nng nhit ca khch hng i vi mt sn phm hoc li ko thm nhiu khch
hng n cc ca hiu bn l. Mt sn phm c th nh gi gip cho vic to doanh s
ca nhng sn phm khc thuc mt hng ca cc cng ty. Nh th, vic nh gi c th ng
vai tr quan trng trong vic hon thnh cc mc tiu ca cng ty nhiu mc khc nhau.
Chin lc phi thc marketing:
Gi c l mt trong cc cng c thuc phi thc marketing m cng ty s dng t
c mc tiu marketing ca mnh. Cc quyt nh v gi phi c phi hp vi nhng
quyt nh v mu m, phn phi, c ng cho sn phm hnh thnh mt chng trnh
marketing nht qun v c hiu qu. Cc quyt a ra cho nhng khu khc thuc phi thc
marketing u c nh hng n nhng quyt nh v gi. Chng han, cc nh sn xut ang
s dng nhiu nh bn li v mong rng nhng ngi ny s ng h v c ng cho sn
phm ca mnh th c th a vo gi mc li hn cho cc nh bun. quyt nh trn khai
mt v tr c cht lng cao s c ngha rng ngi bn phi gi cao hn trang tri cc
chi ph cao.

Cng ty thng phi nh gia sn phm trc, t mi a ra nhng quyt nh khc

thuc phi thc marketing trn c s mc gi mnh mun cho sn phm. Nh vy gi l yu
t nh v chnh cho sn phmt, xc nh th trng ca sn phm, i th cnh tranh v mu
m. Gi quyt nh c im v ph tn sn phm.
Tm li, nh marketing phi xem xt tng phi thc marketing khi nh gi. nu sn
phm c nh v da trn nhng yu t phi gi th cc quyt nh v cht lng qung co
v phn phi s nh hng mnh ln gi c. nu gi c l yu t nh v chnh th n s nh
hng mnh n cc quyt nh khc thuc phi thc marketing . Ni chung cng ty phi
xem xt tt c cc quyt nh thuc phi thc marketing chung vi nhau, khi trin cc
chng trnh marketing.
Ph tn
Ph tn to nn cho vic nh gi sn phm. Cng ty mun ra mt mc gi c th
trang tri cho mi ph tn v sn xut, phn phi bn sn phm gm c mt t l li hp l
cho nhng n lc v ri ro ca mnh.Cng ty phi xem xt cc loi ph tn. nu chi ph ca
cng ty cao hn chi ph ca cc nh cnh tranh khi sn xut v bn mt sn phm tng
ng, cng ty phi ra mt mc gi cao hn cc i th cnh tranh hoc kim li t hn
v phi vo mt th bt li v cnh tranh. Ph tn cng ty gm 2 loi:
nh ph l nhng chi ph khng thay i theo khi lng sn xut hay doanh thu. Cc
chi phsi nh tin thu mt bng, chi phsi qun l, khu hao ti sn c nh l nhng chi ph
c nh. Khi khi lng sn xut hay khi lng bn tng ln nh ph tnh cho mt n v
sn phm gim xung.
Bin ph l nhng chi ph thay i trc tip theo khi lng sn xut. khi khi lng
sn xut tng tng bin ph s tng theo. bin ph tnh cho mt n v sn phm th khng
thay i.
Tng ph tn: Bao gm c nh ph ln bin ph. cp iu hnh mun ra mt mc gi
t nht s trang tri c cho tng chi ph mt mc sn xut nht nh no .. khi kinh
nghim c tch ly cng vic c t chc tt hn, thit b c ci tin v tm c
nhng quy trnh sn xut tt hn. Vi khi lng cng ln, cng ty cng tr nn hiu qu
hn thc hin c li th quy m. kt qu l chi phsi bnh quan gim xung.
T chc nh gi
Cp lnh o cng ty phi xem ai l ngi chu trch nhim nh gi. cc cng ty
nh gi c thng do gii qun tr cao cp nh ra hnm l do phng marketing hay phng

kinh doanh. cc cng ty ln vic nh gi thng do cc qun tr vin sn phm hay nhm
sn phm x l. cc th trng cng nghip, nhn vin bn hng c php thng lng
vi khch hng trong phm vi gi c no trn c s chnh sch v mc tiu v gi do ban
qun tr cao cp ra. Trong mt s ngnh m vic nh gi l yu t then cht (hng khng,
ng st, du kh...) cc cng ty thng lp thnh ban nh gi. Ban ny thng t di s
ch o ca cp qun tr cao nht.
Nhng yu t bn ngoi nh hng n cc quyt nh v nh gi:
Th trng v nhu cu:
Ph tn to nn cho vic lp gi cn th trng v nhu cu th tc cao. C khch
hng tiu dng ln khch hng kinh doanh u cn bng ga c ca sn phm v dch v da
trn nhng li ch c c t sn phm hay dch v . Nh th, trc khi nh gi, nh
marketing phi hiu c mi quan h gia gi c v mc cu i vi sn phm ca mnh.
nh gi trong cc th trng khc nhau: B rng ca nh gi ca ng bn thay i
khc nhau theo cc th trng khc nhau. th trng cnh tranh thun ty c ngi bn ln
ngi mau u chp nhn thi gi th trng. Vic nh gi c bit mang tnh cht thch
trong nhng th trng mang tnh c quyn.
Nhng cm nhn ca ngi tiu th. Ngi tiu th s l ngi quyt nh xem xt gi
ca sn phm c ph hp khng? Khi nh gi cng ty phi xt n nhng cm nhn ca
ngu tiu th v gi v nhng cm nhn y nh hng ra sao n cc quyt nh mua hng
ca h.
Khi ngi tiu th mua mt sn phm, h i mt s gi tr (gi c) ly mt gi tr
khc. V vy vic lp gi nh hng theo ngi mua bao hm chuyn hiu c gi tr
ngi tiu dng mun c qua nhng li ch h nhn c t sn phm v chuyn ra mt
mc gi c ph hp vi gi tr . Cc li ch bao gm c hu hnh v v hnh. Khi mt
ngi tiu dng mua mt ba n mt nh hng sang trng th vic tnh gi tr cc mn n
trong ba n tht d dng. Th nhng tnh c gi tr ca nhng iu hi long khc nh
khu v, khung cnh thanh lch, s tha mi, s chuyn tr, a v,... th qu l rt kh khn
ngay c i vi chnh ngi tiu dng. V nhng gi tr ny s thay i theo nhng ngi
tiu dng khc nhau v theo nhng hon cnh khc nhau. Nh th, cng ty thng thy rng
kh o lng c gi tr m khch hng s gn cho sn phm ca mnh, mc d vy ngi
tiu dng v tnh hay hu , u ang s dng nhng gi tr ny nh gi mc gi ca mt
sn phm. nu ngi tiu th cm thy gi c cao hn gi tr ca sn phm h s khng mua
sn phm .

Cc nh marketing phi c gng phn tch nhng ng c ca ngi tiu th trong vic
mua sn phm v ra gi c ph hp vi nhng cm nhn ca h v gi tr sn phm. v
ngi tiu th thay i cc gi tr m h dnh cho nhng c im sn phm khc nhau, nn
cc nh lm marketing thng thay i cc chin lc lp gi i vi nhng khc tuyn gi
c khc nhau. H cng hin nhng kt hp c im, tnh cht sn phm khc nhau cho
nhng mc gi khc nhau.
Vic nh gi nh hng theo ngi mua ngha l nh lm marketing khng ch thit
k, sn xut ra sn phm a ra chng trnh marketing ri c th m nh gi. Mun nh
gi c hiu qu cn bt u bng s phn tch nhu cu ca ngi tiu dng v nhng cm
nhn v gi ca h. Gi c phi c xem xt cng vi nhng yu t bin i khc thuc
phi thc marketing, trc khi ra chng trnh marketing.
Phn tch mi quan h gi c- nhu cu: Mi mc gi m cng ty c th a ra u dn
n mt mc cu khc nhau. Thng thng nhu cu v gi c c t l nghch tc l gi cng
cao, sc cu cng thp v ngc li. Cn xc nh co gin ca cu theo gi c.

Gi s nhu cu gim i 10% khi ngi bn tng gi 2%. co gin ca cu s l 5.

Nu sc cu gim i 2% vi mc tng gi 2%, co gin l 1. Trong trng hp ny, doanh
s ca ngi bn vn y nguyn, khng i. nu nhu cu gim i 1% khi gi c tng ln 2%
co gin l 1/2. Sc cu co gin t , ngi bn d tng gi. Nu nhu cu co gin nhiu,
ngi bn s ngh n chuyn h gi. Mt mc gi thp hn s dn n tng doanh thu cao
hn.
Cnh tranh.
Gi c ca i th cnh tranh v phn ng ca h v gi nh hng khng nh n vic
nh gi ca cng ty. Ngi tiu dng nh gi v gi tr v gi c ca mt sn phm da trn
nhng gi c v gi tr ca sn phm tng ng. chin lc nh gi ca cng ty cng c
th nh hng n s cnh tranh. Mt chin lc gi cao, mc li cao, c th thu ht s cnh
tranh, trong khi mt chin lc gi thp, mc li thp c th lm nn cc i th cnh tranh
hay lm h rt lui khi th trng.

Cng ty cn bit gi c v cht lng ca i th. iu ny c th thc hin c bng

nhiu cch. Cng ty c th c ngi i kho gi v so snh cc sn phm ca pha cnh
tranh. Cng ty c th kim bng gi ca i th, tm mua thit b ca h v phn tch. Cng
ty c th hi ngi mua xem h cm nhn th no v gi c v cht lng sn phm ca i
th cnh tranh.
Mt khi cng ty bit r gi c v cc cng hin ca nhng i th cnh tranh, cng
ty c th s dng n nh mt im nh hng cho vic nh gi ca mnh. nu sn phm
ca mnh tng t sn phm ca mt i th quan trng, cng ty phi st gi vi cc i
th y, khng th s b mt doanh s. Nu sn phm ca mnh tuyt hn, cng ty c th gi
cao hn i th. Tuy nhin, cng ty phi thc c rng cc i th cnh tranh cng c th
thay i gi ca h i li vi gi ca cng ty. v c bn, cng ty s s dng nh v
sn phm ca mnh tng quan vi sn phm ca i th cnh tranh.
Cc yu t bn ngoi khc
Khi nh gi, cng ty cng phi xt n nhng yu t khc thuc mi trng bn ngoi
ca mnh chng hn, tnh hnh kinh t c th c mt tc ng mnh n hiu nng ca cc
chin lc nh gi khc nhau. Cc yu t kinh t nh lm pht, tng trng hay suy thoi v
li sut, u nh hng n cc quyt nh lp gi, bi v chng nh hng n ph tn sn
xut ca mt sn phm ln nhng cm nhn ca ngi tiu th v gi c v gi tr ca sn
phm .
Cng ty cng phi xem xt gi c ca mnh c nh hng th no n nhng thnh
vin khc thuc mi trng ca mnh. Nhng ngi bn li s phn ng ra sao trc cc mc
gi? cng ty nn nh gi sao cho nhng ngi bn li c c mt li nhun tha ng,
khch l h ng h, v gip h bn c sn phm mt cch hiu qu. Chnh quyn l mt
nh hng quan trng khc ln quyt nh gi. Cc nh marketing cn phi bit cc lut l
ang nh hng n gi c v m bo rng cc chnh sch nh gi ca cng ty l ng n.
2. Phng php tip cn tng qut v nh gi
Gi m cng ty ra s nm khong no gia mt bn l gi qu thp khng c
mt mc li no v mt bn l gi qu cao khng th c mt mc cu no. Ph tn ca sn
phm s to thnh ci nn cho gi c. Nhng cm nhn ca ngi tiu dng v gi tr sn
phm lp thnh cao. Cng ty phi xem xt gi ca i th cnh tranh, cng nhng yu t
bn trong v bn ngoi khc tm ra mc gi ti u ca 2 cc y. Cc cng ty gii quyt
vic nh gi bng cch chn mt li tip cn tng qut gia trn c s ca 3 loi cn nhc
trn.

nh gi da trn ph tn
- nh gi cng thm chi ph.
Phng php nh gi s ng nht l cng thm vo ph tn mt mc li nhun mc
tiu: ta c th dng cng thc:
G=Z+m
Trong : G l gi bn n v sn phm.
Z l ph tn cho mt n v sn phm
m l li nhun mc tiu,%, m c th tnh theo % ca ph tn hoc %ca gi bn.
Tuy nhin phng php ny khng tnh n nhu cu v cnh tranh trn th trng nn
cng cn nhng nhc im nht nh. Mt cch tip cn khc ca phng php nh gi
theo ph tn v li nhun mc tiu l s dng phng php xc nh im ha vn.
nh gi da trn ngi mua
Ngy cng c nhiu cng ty nh gi da trn gi tr c cm nhn ca sn phm. H
xem s cm nhn v gi tr ca ngi mua, ch khng phi ph tn ca ngi bn, l cha
kha nh gi. H s dng nhng bin s phi gi trong phi thc marketing xy dng
gi tr c cm nhn trong tm tr ngi mua. Gi c ra l t c ci gi tr cm
nhn y. Cng ty s dng li nh gi theo gi tr cm nhn phi thit lp c gi tr trong
ngha ca ngi mua trong s tng quan vi cc sn phm cnh tranh khc.
nh gi da vo cnh tranh.
nh gi theo thi gi:
Khi nh gi theo thi gi cng ty cn c ch yu vo gi ca i th cnh tranh, t ch
trng n ph tn hay sc cu . Cng ty c th nh gi bng, cao hn hay thp hn i th
cnh tranh chnh. Cc cng ty nh th lm theo hng ng u. vic nh gi theo thi gi rt
ph bin, ni no m co gin ca sc cu kh o lng c th gi thnh hnh tiu biu
cho chsi khn tp th ca c ngnh s to ra c mt mc doanh thu tho ng. nh gi
theo thi gi s bo ton c s ha hp ca c ngnh.
nh gi u thu.

nh gi da trn s cnh tranh cng chi phi cc x nghip u thu nhn vic.
Cng ty nh gi da trn nhng i th cnh tranh. X nghip mun ginh c hp ng
th phi nh gi thp hn cc x nghip khc. Cng ty khng th nh gi thp hn ph tn
m khng phng hi n v tr ca mnh. Nhng cng nh gi cao hn ph tn, c may t
c hp ng ca x nghip cng t i. H qu thun ca hai sc ko tri ngc nhau ny c
th c miu t bng thut ng li nhun d kin ca mt cuc u thu c th no . S
dng li nhun d kin nh mt tiu chun gi l iu c ngha i vi cng ty ln
ang thc hin nhiu cuc u thu.
3. Cc chin lc nh gi sn phm mi.
Khi cng ty tung ra mt sn phm mi c th la chn cch nh gi thm d th
trng. Hoc l nh gi cao- gi ht kem hay gi cht vi th trng.. hoc l nh gi thp
nhm thm nhp th trng.
nh gi cht vi th trng.
Nhiu cng ty c pht minh c sn phm mi nh gi cao ban u thu c t
sut li nhun ln trn mi n v sn phm. V gi cao nn s ngi mua khng nhiu, cng
ty dn dn gim gi xung c thm khch hng mi. Vic nh gi cht vt th trng ch
c ngha trong nhng iu kin nh s lng ngi mua c mc cu hin hnh cao,
ph tn trn mi n v sn phm khi sn xut vi khi lng nh, khng qu cao n lm
trit tiu li th ca vic ra mc gi m khch s chp nhn. Gia ban u cao s khng thu
ht thm cc i th cnh tranh hay gi cao h tr c hnh nh v mt sn phm ho
nh gi nhm thm nhp th trng
Mt s cng ty khc nh gi sn phm tng i thp, hi vng rng s thu ht c
mt lng khch mua ln v t c mt th phn ln. Dn dn do ci tin, tch ly kinh
nghim, chi ph sn xut s h thp hn na v li nhun s tng ln
Nhng iu kin sau y thun li cho li nh gi thp
- Th trng rt nhy cm vi gi c v gi thp s kch thch sc tng trng ca th trng
nhiu hn na
- Chi ph sn xut v phn phi ngy cng gim do ci tin v tch ly c nhiu kinh
nghim.
- Do gi thp, gim bt c cnh tranh thc t v tim tng v i th khng thy hp
dn khi li nhun t

nh gi mt sn phm mi do m phng
Khi cng ty c k hoch trin khai mt sn phm mi do m phng s phi xc nh v
tr sn phm ca mnh (nh v sn phm). Cng ty phi quyt nh v tr cht lng v gi c
ca sn phm y. Hnh 10-1 trnh by 9 chin lc c th c v cht lng v gi
H. 10-1. Chin lc phi hp gi c v cht lng

Nu Cng ty ng u th trng hin thi chim lnh 1 qua vic a ra sn phm

ho hng v ra mc gi cao nht, th Cng ty mi gia nhp, c th thch trin khai mt
trong s nhng chin lc khc. Cng ty mi y c th thit k mt sn phm c cht lng
cao v ra gi trung bnh (2) thit k mt sn phm cht lng trung bnh v ra mt
trung bnh (5) .v..v. Cng ty cng phi xem xt qui m v tc tng trng th trng
trong mi v cc i th cnh tranh c bit.
4. Cc chin lc nh gi phc hp sn phm.
Logic v nh gi cho mt sn phm l phi bit sa i khi sn phm y l mt phn
ca mt phc hp sn phm. Trong trng hp ny, Cng ty cn tm kin c mt lot gi h
tng t li nhun ti a ca c phc hp. Vic nh gi kh khn v mi sn phm
thng c nhng tng quan v ph tn, nhu cu v s cnh tranh khc nhau. Chng ta s
xem xt 4 trng hp sau y:
nh gi mt hng.
Cc Cng ty thng trin khai cc mt hng ca mt dy hay tuyn sn phm (product
line). Th d hng Panasonic a ra 5 loi my quay vi deo mu, t ci n gin nng 2 kg
n loi phc tp nng 2,8 kg gm h thng iu chnh nh sng, tiu c t ng v ng knh
hai tc . Mi loi my ni tip trong chui mt hng y u c cng hin nhng c im

khc na. Cc nh marketing phi quyt nh cc bc gi cho nhng loi sn phm khc nhau
y.
Cc bc gi y cn tnh n nhng cch bit v ph tn gia cc my y, nhng nh
gi ca khch hng v cc c im khc nhau v gi c ca cc i th cnh tranh. Nu s
sai lch v gi gia hai my k tip nhau m nh th ngi mua s mua my tn tin hn sv
iu ny s lm tng li nhun ca Cng ty nu sai bit v ph tn nh hn sai bit v gi c.
Nu s cch bit v gi m cao th khch hng s mua nhng my t tn tin hn. Nhim v
ca nh marketing l phi thit lp c nhng s khc bit v cht lng c cm nhn
gp phn h tr cho nhng khc bit v gi c.
nh gi sn phm ty chn.
Nhiu Cng ty c a ra bn nhng sn phm ty khch chn thm cng vi sn phm
chnh. Ngi mua xe hi c h t mua thm b phn in t iu khin ca xe, b phn lm
tan dng m, b phn lm du nh sng.v.v.. Vic nh gi nhng b phm ty chn l mt
vn khng n gin. Cc hng xe hi phi quyt nh xem nhng th no hnh thnh gi
c v nhng th no s khch ty chn. Chin lc nh gi ca hng General Motors l
qung co mt kiu xe n thun vi gi 8.000 la thu ht khch hng n phng trng
by v dnh hu ht ch ca phng trin lm by nhng chic xe c th km theo vi
gi 10.000 hay 12.000 la.
Model tit kim th b ct xn rt nhiu tin nghi n ni phn ln ngi mua khng
chung n. Khi hng GM tung ra loi xe mi c truyn ng bnh trc hiu J vo ma xun
1981, hng a vo trong gi mt s tin ch m trc y ch l nhng th ty chn. Gi
y, gi qung co thng tng trng cho mt chic xe c trang b han ho. Tuy nhin
v gi cao, nhiu khch hng do d khi mua sm xe.
nh gi sn phm km theo.
C nhng sn phm c dng km theo vi sn phm chnh. V d: li dao co dng
vi dao co ru, phim dng cho my chp nh. Cc nh sn xut nhng sn phm chnh (dao
co ru, my chp nh) thng nh gi chng thp v dn mc li cao cho nhng sn phm
i km. Kodak nh gi my nh ca mnh thp v Cng ty kim c nhiu li t vic bn
phim. Cc nh sn xut my nh m khng bn phim th phi nh gi my cao hn t li
nhun mc tiu.
nh gi sn phm ph.

Trong ngnh ch bin tht, lc du, ha cht, luyn kim, thng c cc sn phm ph
v sau khi x l, chng c nhng gi tr nht nh. Cc sn phm ph trong ngnh ch bin
tht l da, xng, huyt, lng, tim, gan, trong ngnh lc du l nha ng, du nht;
trong ngnh luyn kim l xi mng x, b tng x, kh l cc, l cao..v..v. Khi tm kim c
th trng tiu th cho cc sn phm ph ny, chng cho php gim c nhiu chi ph, do
gim c gi bn sn phm chnh khin n c sc cnh tranh cao hn.
5. Cc chin lc iu khin gi c.
Cc Cng ty thng phi iu chnh gi bn do nhng iuukin, han cnh mi trng
thay i hoc do cc yu t lin quan n hch hng. Cc chin lc iu chnh gi bao gm:
nh gi chit khu.
Chit khu tin mt. Chit khu tin mt l s gim gi cho nhng ngi mua no
thanh ton sm. Mt v d tiu biu: Nu ngi bn ghi l 2/10 net 30 c ngha vic thanh
ton c ko di trong vng 30 ngy, nhng ngi mua c th c li 2% trn gi nu
thanh ton ha n trong vng 10 ngy. Nhng chit khu ny kh ph bin v phc v cho
mc ch ci thin thanh ton khan ca ngi bn v lm bt ph tn thu n cng nh lng
n kh i.
Chit khu s lng l s gim gi cho nhng ngi mua nhiu. Chit khu ny phi
c p dng cho mi khch hng nhm khch l h mua nhiu nh gim c nhiu ph
tn v tng c tng li nhun ca Cng ty.
Chit khu chc nng cn c gi l Chit khu thng mi c nh sn xut ginh
cho cc thnh vin trong knh phn phi nhm kch thch h han thnh tt cc cng vic ca
h.
Chit khu theo ma l s gim gi cho cc khch hng mua hng hay dch v vo mu
vng khch. V d cc khch sn vng bin gim gi phng vo ma ng lnh.
nh gi phn bit.
Cc Cng ty thng thay i mc gi ty theo i tng mua (tr em, thng binh,
sinh vin thng c gim gi v xe la, my bay) hoc ty loi bao b, cch phc v,
ch ngi (trong rp ht, rp chiu bng), theo ngy hay gi phc v.
nh gi tm l.

 y ngi bn khng ch lu tm n vn kinh t m cn n kha cnh tm

l hc ca gi c na. Hy xem mt u my video gi 300 la vi mt u my cng loi
gi 299,95 la. Chnh lch thc t c 5 xu nhng s cch bit v tm l rt ln. Khch
hng cho my bn vi gi 299,95 la l r, n nm trong phm vi trn 200 la ch khng
phi phm vi 300 la. Ngi mua c cm gic c mua vi gi r hn s vui hi, hi lng
hn.
nh gi qung co.
Do nhng han cnh no , cc Cng ty s tm thi nh gi sn phm thp hn gi nim
yt v thm ch c lc thp hn c gi thnh. Vic nh gi qung co mang nhiu hnh thc:
- nh gi qung co bn gi vn vo dp c bit no .
- Hi khu tin mt gi trc tip n khch hng khi mua sn phm ca Cng ty. y
l mt cng c linh hot gii quyt sn phm tn ng.
- Chit khu tm l: ngi bn ra mt mc gi cao gi to cho mt sn phm v ri
bn ra vi gi tht thp. Chng hn trc y gi bn 599 a nay cn 299 la.
nh gi theo a d
Vi nhng khch hng cc min khc nhau trong nc, Cng ty phi nh gi nh
th no? Cng ty nn nh gi cao i vi khch hng xa trang tri chi ph vn chuyn
cao hay nn tnh cng mt gi cho khch hng bt k u. nh gi theo a d gm c:
* nh gi FOB.
nh gi FOB l nh gi hng ho vi iu kin hng ho c giao ln sn ca
phng tin vn chuyn. Sau khch hng chu chi ph vn chuyn tip n im n. C
ngi cho rng y l cch cng bng nht phn chia chi ph vn chuyn. Tuy nhin Cng
ty s kh thu ht c cc khch hng xa, khi cc i th cnh tranh c th cung cp
cho cc sn phm tng t c gi bn bng hoc cao hn Cng ty mt cht nhng khch
hng khng chu chi ph vn chuyn ln.
* nh gi ng vn ph.
y Cng ty ra mc gi bn nh nhau i vi mi khch hng bt k h u.
Li nh gi ny tng i d qun l v cho php Cng ty duy tr c mc gi c
qung co khp nc.

* nh gi theo vng
y l s trit trung gia nh gi FOB v nh gi ng vn ph. Mi khch hng
trong vng u mua vi mt mc gi nh nhau tuy nhin nhng vng gip ranh s c
chnh lch v gi mc d khch hng rt gn nhau.
* nh gi min thu vn ph.
Nh kinh doanh no quan tm n cc khch hng nhiu hn nhm cnh tranh, h c
th chu tan b ph tn vn chuyn thu ht khch. Ngi ta lp lun rng: Nu bn c
nhiu hn, ph tn bnh qun s h xung v b li c phn vn ph phi gnh thm y.
Li nh gi ny dng xm nhp th trng v cng ng tr c trong nhng
th trng ngy cng cnh tranh nhiu hn.
6. Nhng thay i v gi.
Ch ng gim gi
Nhiu han cnh c th lm cho mt Cng ty phi xt n chuyn gim gi sn phm ca
mnh xung mc d iu nyc th gy nn nhng trn chin v gi c. Mt nguyn nhn l
s qu tha nng lc, Cng ty th cn thm khch hng nhng khng th t dc bng cc
bin php khc. T cui nhng nm 70 nhiu Cng ty t b li nh gi theo hng dn u
v chuyn sang li nh gi linh hot.
C nguyn nhn khc na l s gim th phn ng k do cnh tranh mnh lit v gi.
Mt s ngnh cng nghip M xe hi, in t, gia dng, my nh, ng h v thp ang
mt dn th phn vo tay cc i th cnh tranh Nht Bn v sn phm ca Nht c cht
lng cao li ang bn vi gi r hn sn phm ca M. Gng General Motors phi gim
gi xe hi iu mini ca mnh xung 10% vng b ty ni m s cnh tranh ca ngi Nht
mnh nht.
Cc Cng ty cng s ch ng gim gi trong mt chin dch nhm chi phi th trng
thng qua ph tn tht. Hoc Cng ty khi u vi ph tn thp hn i th, hoc ch ng
gim gi vi hy vng t c th phn l iu s dn ti ph tn tht khi khi lng ln/
Ch ng tng gi
Trong nhng nm gn y, nhiu Cng ty phi tng gi ln. Mt s tng gi thnh cng c
th lm tng li nhun. Nguyn nhn chnh ca s tng gi l do s lm pht chi ph dai dng
c tnh tan cu. Mc tng nng sut khng snh kp vi vt gi gia tng gm dn bin t
li nhun, khin cc Cng ty c phi tng gi ln mi.

Nhiu Cng ty thng nng gi cao hn mc vt gi gia tng trong s tin on rng
s lm pht cn cao hn na. Mt yu t khc dn n chuyn tng gi l mc cu qu .
tng gi thnh cng, doanh nghip nn trnh to n tng mnh l k c nc ko
c. Phi h tr vic tng gi bng mt chng trnh truyn thng, nhm ni cho khch hng
bit l do tng gi. Cc lc lng bn hng ca Cng ty nn gip khch hng tm cc
phng cch tit kim.
Phn ng ca ngi mua i vi vic thay i gi c
Khch hng khng lun lun hiu ng v s thay i gi c. Mt s gim gi c th
lm cho khch hng nghi ng: sp c mt model mi thay th, mn hng c khuyt im g
v bn khng chy, cht lng hng b gim.v.v
Mt s tng gi thng lm gim khi lng bn ra, c th c mt s ngha tch cc
i vi ngi mua: Mn hng bn rt chy, nu khng mua ngay c th khng mua c,
mn hng c gi tr tt khc thng.v.v...
Phn ng ca i th cnh tranh i vi s thay i gi c.
Cc nh cnh tranh rt d phn ng vi s thay i gi. Lm th no Cng ty c th
lng trc c cc phn ng c th c ca cc nh cnh tranh? C th phn ng ca i
th cnh tranh nm trong chiu hng chung ca vic thay i gi - Nh vy phn ng ca
i th c th lng trc c. C th i th coi s thay i gi nh s thch mi v
phn ng theo quyn li ring ca h. Trong trng hp ny Cng ty phi xc nh xem phn
li ring ca h. Trong trng hp ny Cng ty phi xc nh xem quyn li ring ca h l
g? Khi c nhiu nh cnh tranh Cng ty phi d on c phn ng ca mi i th.
p ng vi nhng thay i gi c.
Cng ty nn p ng th no i vi mt s thay i gi do i th cnh tranh khi
xng. Cng ty cn xem xt nhng vn nh ti sao i th thay i gi? i th lp k
hoch thay i gi tm thi lu di. iu g s xy ra cho th phn v li nhun ca Cng ty
nu Cng ty khng phn ng li? hay p ng c th c ca i th s nh th no?
Trn c s phn tch mc tiu, chin lc ca i th nhng mt mnh mt yu ca h,
nhy ca gi c v gi tr ca th trng Cng ty cn c nhng phn ng linh hot v sng
to ty theo nhng iu kin v han cnh c th. Cc vn ny chng ta s tham kho
thm trong cc tnh hung, ti liu c thm v bi tp c a ra di y.
Bi tp tnh hung: Thnh vng qua cnh tranh gi c ca Southwest Airlines

Nhng nm gn y, gi c l v kh c chn trong cuc u tranh ginh khch ca

cc hng hng khng. Hin nhin l nhng cuc chin tranh gi c mang li ch cho hnh
khch thng qua gi v my bay thp hn nhng thng thng khng to ra c cc khch
hng trung thnh hay li nhun n nh cho cc hng hng khng tham gia cnh tranh. Tht
vy, gi thp v nhng chin lc gi khng hp l gy nn s suy thoi ca mt s hng
hng khng (Eastern, Braniff) v buc mt s hng khc phi t di s bo v ph sn
(TWA, Continental. America West).
Trong tnh trng hn lon , t nht c mt hng vn ti hng khng Hoa K
Southwest Airlines - s dng yu t gi trong chng trnh marketing ca h gi c
khch hng v to c li nhun. V c bn. Southwest cung cp nhng dch v khng kiu
cch vi gi v thp trn hn 1.200 chuyn bay c ly ngn hng ngy gia khong 36 thnh
ph trong khong 1/3 s tiu bang. Qua nhiu nm Southwest t k lc v li nhun n
nh m cc hng hng khng Hoa K khc khng th ch li c
Chuyn bay u tin ca Southwest Airlines ct cnh nm 1971. Ban u, 4 chic my
bay ca hng ch phc v 3 thnh ph ca Texas Dallas, Houston v San Antonio. H bt
u thc hin dch v lin bang nm 1978. Vn ti hng khng da trn cc tuyn a
phng c l ngn, nh Phoenix Las Vegas v St. Louis Kansas City. Nhng chuyn bay
ca hng ko di trung bnh 55 pht. Hng khng c cc chuyn bay vt i dng.
Southwest trnh cnh tranh i u vi cc hng hng khng ln nht. Cng ty tp
trung vo cc th trng m h nh gi l c qu t chuyn bay v gi v my bay tng i
cao. Gi ca hng thp hn hn gi th trng, c th t 50 n 60% thp hn gi v trc
y ca cc i th cnh tranh trn cng ng bay. Thng thng, s xm nhp ca
Southwest vo mt th trng gy ra mt cuc chin gi c ko di.
T 100.000 hnh khch nm 1971, s hnh khch c bn ca Southweth tng ln
n trn 25 triu hng nm. S thnh cng ca hng c th gy ngc nhin khi xem xt cc
loi dch v m Southwest khng cung ng cho hnh khch: khng c khu vc hng nht,
khng c ch ngi n nh, khng c thc n v khng c trung chuyn hnh l gia cc
hng hng khng. Nhng khon ct gim ny tht ra c hn c s b p bi nhng g
m khch hng nhn c t Southwest: nhng chuyn bay thng xuyn, n ng gi,
phc v t t v gi th trng.
Theo li ca Herb Kellerher, ch tch Cng ty, Ngi ta lun lun mun c dch v
cht lng cao vi gi thp, c cung cp bi nhng ngi vui thch cng vic h lm,
Southwest l ngi thng xuyn thng cuc hng thng trong ci gi l 3 vng min

ca ngnh thc hin ng gi tt nht, t l khch hng khiu ni thp nht v mc thp
thot hnh l thp nht.
Qua nhiu nm, ch chiu th ca Southwest thay i vi l do chnh ng.
Trong mt phn ca thp k 70, hng t qung co mnh nh l mt cch tt nht bay
v cc nhn vin phi hnh n mc qun nng (hotpants) (qun ngn b st). Ngy nay, vi
mt ngn sch qung co hng nm khong 25 triu USD. Southwest nhn mnh vo cc
chin dch thch hp trong cc th trng a phng. V d, vi tuyn bay chnh n sn bay
v i OHare Chicago ang xy dng, Southwest nhn mnh s d dng a cc chuyn
bay ca h ra vo Midway sn bay khc ca Chicago.
Do Southwest nhn mnh yu t gi thp, hng phi duy tr chi ph thp t li
nhun. Vi tm nim , Cng ty c gng gi cho cc my bay hot ng cng nhiu cng
tt. Lm nh vy, Cng ty s dng ti sn t tin nht ca h, phi i khong 125 my
bay, vi hiu qu cao nht. V Southwest c gi gi bay ca my bay khong 11 gi mi
ngy, so vi mc bnh qun ca ngnh l 8 gi. Mi khi my bay ca Southwest h cnh, n
mt trung bnh 15 pht (kh hn mc bnh qun 45 pht ca ngnh chun b cho chuyn
bay k tip. Hn na, gim chi ph hun luyn nhn vin v ph tng tn kho, hng ch s
dng mt loi my bay Boeing 737
Mt cch khc Southwest kim sot chi ph l duy tr mt lc lng lm vic nng
sut cao. Do hng thng s dng mt nhn vin gc ca, thay v 3, n khch ln
my bay. Nhng chin thut nh vy cung cp cho Cng ty vi chi ph hot ng thp nht
ngnh, di 7 cents cho mi n v dm ch ngi c sn; cc hng hng khng khc thng
chi ph trong khong t 9 n 15 cents.
Khng kh lm vic ti Southwest c sp t bi Kelleher, ngi tng cng vn ha
v nhn sinh ca hng bng cch thm ving cc nhn vin nm vin v mang bnh rn n
cho cc nhn vin khi h lm vic bo tr my bay vo gia m.
Vi s thiu vng cc dch v (thc n, ch ngi n nh,v..v), ngi ta c th ngh
n t c s trung thnh vi hng. Tuy nhin, nhiu khch hng ca Southwest rt trung
thnh, ngay c cung tn, trong vic ng h hng. Ti sao? V mt iu, nhng li ch ca
dch v t t, thng xuyn, ng gi kt hp vi gi v thp biu th mt gi tr to ln i
vi nhiu hnh khch i my bay. Southwest cng i x vi khch hng nh l nhng c
nhn bng cch gi thip mng sinh nht n nhng hnh khch i my bay thng xuyn
v bng cch mi mt vi ngi trong s h d cc cuc phng vn nhng nhn vin phi
hnh tng lai.

Southwest tm kim v thng t c mt s hin din thng sot trong cc th

trng hng phc v. V d, hng vn chuyn khong 2/3 s hnh khch i my bay trong
bang Texas. V t khi thm nhp vo California cch y vi nm, hng t c 25% th
phn trong tiu bang.
Cc hng hng khng khc chc chn lu n Southwest. Vi hng xem xt kh
nng bt chc chin thut ca Southwest. V d, Hng hng khng ln nht Hoa K,
American Arilines, ang thc hin nhng nghin cu xc nh xem c nn chuyn mt s
hot ng ca hng sang phng cch gi thp, khng kiu cch.
T trin vng ca hng, Southwest khng coi cc hng hng khng khc l i th
cnh tranh ch yu. Tt hn, hng nhm n xe hi t nhn v dch v xe but lin tnh nh
l s cnh tranh chnh yu i vi dch v gi thp, khng kiu cch ca hng. S liu thng
k cho thy rng s thm nhp ca Southwest c th lm pht trin th trng du hnh hng
khng trong mt khu vc. V d, s hnh khch bay gia Oakland v Ontario, tng vt 123%
trong qu u tin m Southwest bay gia cc thnh ph ny.
Mc tiu ca Kelleher l gia tng s hnh khch ca Southwest khong 15% mi nm.
Do cha h cnh xung khong 36 tiu bang, nn chn chn hng cn kh nng pht trin.
Nhiu thnh ph yu cu hng bt u phc v cng ng ca h, nhng Southwest rt thn
trng khi thm nhp vo cc th trng mi. V d, nm 1991 hng ch thm Sacramento vo
bng k cc im n ca hng.
C vi mi lo ngi trong Cng ty rng s pht trin lin tc s lm thay i c bn tnh
th ca Southwest Airlines lm cho n t hp dn hn i vi hnh khch i my bay hoc
i vi nhn vin ca hng, hoc i vi c hai. chng li s e da ny, hng yu cu
mt nhm nhn vin xc nh xem bng cch no Southwest c th duy tr tt nht khng kh
thn thin, v nhn sinh.
Cu hi:
1. Hng Southwest phi lm g vi cc loi ph (nh nh ph, chi ph bin t) c th
kim sot c mc gi c ca mnh?
2.
Li th no mang tnh ring bit ca hng Southwest?
3.
Southwest s phi dng chin lc gi no nu khi cc hng hng
khng khc cng bt chc vic gim gi cng nh cung cp cc dch v n gin,
khng cu k?

Chin thut trnh lm gim gi thnh

Nhiu doanh nghip nh t cm thy c p lc buc phi gim gi thnh. iu c
th xy ra khi i th cnh tranh c gi thp hn can thip vo th trng ca bn hay
khi kh khn ca nn kinh t tc ng vo ngnh. Tuy nhin rt t doanh nghip nh
c kh nng tham gia vo cuc chin gi c ny.
C rt nhiu ln gim gi c tc dng; v d khi chi ph hot ng kinh doanh ca bn
gim xung v bn mun ko di vic tit kim . Nhng gi sn phm ca bn
c tnh trn c s trang tri ton b chi ph v c mt phn li nhun cn thit,
gim gi c th nh hng ti li nhun thu c. Cu tr li l g? Xem xt s dng
nhng chin lc ny thu ht v duy tr khch hng m khng nh hng n li
nhun.
Tp trung vo dch v khch hng
Bng cch ny cc gi tr gia tng bn ginh cho khch hng, bn c th iu chnh
gi cao hn m vn gi khng cho i th cnh tranh nhy vo. Bn c th a ra
dich v khch hng ni tri bng cc dch v tr li hng d dng, thi gian bo hnh
di hn, giao hng min ph, t hng nhanh cho khch hng thng thng, v cc k
thut chm sc khch hng khc. Bin php ny mang tnh sch lc hn l tham gia
vo cuc chin gi c vi cc i th cnh tranh v n s khuyn khch quan h lu di
vi khch hng. Cnh tranh v gi buc cng ty phi cung cp sn phm cho cc
khch hng khng trung thnh, h c th c hay khng quay li vi cng ty trong
tng lai.
Kt hp sn phm v dch v vi nhau
Bn c th to ra nhiu li ch hn cho khch hng bng cch gp cc sn phm c
lin quan li vi nhau v bn chng vi gi cao hn gi ghi trn mi sn phm trong
nhng r hn tng s tin khch phi tr khi mua ri tng sn phm. V d, mt
quy sch c th bn km chic bt thanh nh vi quyn tp ch hay quyn t in vi
tp bn v t in ng ngha. Bin php ny c th gip bn chng gim gi vi
tng sn phm n l trong khi tng tng bn hng.
Gim khi lng hng ho i km vi gi
Nu bn thy th trng c yu cu gi thp hn, xem xt liu c cch no bn sn
phm vi s lng t hn khng. V d, nu bn l nh thit k mng, liu bn c th
p dng nhng yu t hiu qu vo qu trnh pht trin d n cho php bn bn dch
v vi gi thp hn khng? Nu bn bn cc sn phm m phm, bn c th ng gi
sn phm vo hp 6.5 ounce thay v 8 ounce? Bin php ny c th gip khch hng
bit rng bn gim gi sn phm trong khi vn qun l c chi ph.

a thm dch v
Thay v gim gi,hy gi gi v a thm dch v cho cng khi lng sn phm. V
d, ngi ch ca hng sch c th c dch v gi qu min ph cho mi n t
hng, hay hun luyn vin c th a ra li khuyn v dinh dng min ph trong
vng 1 gi nu tham gia 10 bui hc.
Nhng thc mc thng gp i vi vn gi
Adapted from content excerpted from the American Express OPEN Small
Business Network
Liu bn c bn c sn phm hay dch v khng, gi thnh sn phm ca bn s
nh hng trc tip n s thnh cng ca doanh nghip bn. Khng may, gi c l
mt trong nhng vn kh hiu nht trong vic iu hnh doanh nghip nh. Nhiu
ch doanh nghip nh tnh ton chi ph c bn ca h v ri nh gi mt cch tu
tin. Tuy nhin, gi tu tin ng ngha vi kt qu tu tin. Bn hy ginh thi gian
nh gi tt c cc yu t nh hng ti gi ca bn - t cc chi ph to hnh nh
ca cng ty cho ti gi ca khch hng - u s gip m bo rng bn pht trin
chin lc gi hiu qu.
Chn la t cc cu hi di y c c cu tr li cho mt s cu hi v gi
thng thng nht.

Ti nghe ni rng mt doanh nghip nh cn phi tun th cc nguyn tc c

th v vic nh gi. Chng l nguyn tc no? Chng c hiu qu khng?
Ti phi tp trung vo cc chi ph g khi xc nh chi ph?
Lm th no ti xc nh c mc gi th trng chp nhn c i vi
sn phm hay dch v ca ti?
Ti c nhiu i th cnh tranh m gi c ca h gi nguyn. Lm sao ti c
th bit liu nn tham gia vo khung gi cao hay thp?
Ti ang xem xt lp quan h lm n vi mt khch hng mi c kh nng
sinh li cao. Ti c nn gim gi lm cho doanh nghip ca mnh hp dn
vi h khng?
Mt doanh nghip dch v c nn nh gi theo gi lm vic hay theo cng
vic?
Ti s rng ti thc hin qu nhiu vic cho khch hng v ri nhn c s
gin d khi gi ho n thanh ton cho h. C cch no ti c th gii quyt?
Lm th no ti nh gi bn bun hp vi th trng?

Ti nghe ni rng doanh nghip nh cn phi tun th cc nguyn tc c th v

vic nh gi. Chng l nguyn tc no? Chng c hiu qu khng?

C hai nguyn tc nh gi thng c s dng nh gi theo tng chi ph trc tip

v nhn i gi bn bun.
Tuy nhin, cc nguyn tc ny u c vn . Di y l l do:

uhChng khng tnh n cc chi ph gin tip v cc yu t khc khi xc nh

gi.
Chng khng nhn thy rng gi bn nh cho sn phm b tri buc trong mc
m khch hng sn sng hay mong mun tr. Nhiu ngi qun rng vn
y khng phi l theo quan im ca bn sn phm hay dch v ca bn ng
gi bao nhiu, v nu nh khch hng khng mun tr s tin mua sn
phm ca bn,bn s khng bn c hng.
Chng khng tnh ton n cc yu t tm l. Khch hng khng phi lun
lun a ra quyt nh mua da trn c s logic. V d, i khi khch hng
nh gi cht lng ca hng da vo gi - nu gi qu thp, h c th h nghi
rng h s nhn c cc sn phm khng t n mt tiu chun no v
cht lng v trnh khng mua ti mc gi "tho thun".

V u trang
Cc chi ph no ti nn tp trung vo khi xc nh gi?
R rng l bn nn tp trung vo cc chi ph trc tip c bn nh gi vn cho hng
ha, cung cp v lng cng nhn. Nhng nhiu doanh nghip b qun cc chi ph
gin tip khc. Di y l mt s loi chi ph bn phi xem xt:

c v thit b
Vn phng phm, danh thip, cc vt phm ph tr vn phng khc
Tin t bo ch
Hi ph ca cc t chc ngh nghip
Gi bu kin, chuyn pht nhanh, dch v a tin
Ph in thoi v fax
In n
Phn mm
Chi ph i li v xe c
Chi ph t vn
Thi gian ca bn

V u trang
Lm th no ti xc nh c mc gi th trng chp nhn c i vi sn
phm hay dch v ca ti?

Khi bn xc nh c cc chi ph bn sn phm, l thi gian thc hin mt

nghin cu. Bn cn phi bit gi ca cc sn phm hay dch v tng t. Bn nn i
ti cc ca hng hay gi in hi i th cnh tranh. Xem xt cn thn nhng dch v
i th cnh tranh bn km vi sn phm. H c a ra mi quan tm c nhn, chnh
sch i hng ho t do hay giao hng min ph khng? Tt c cc yu t ny l
nhng im khch hng quan tm khi a ra quyt nh mua hng.
V u trang
Ti c nhiu i th cnh tranh m gi ca h nm trong di gi tng i rng.
Lm sao ti c th bit liu nn tham gia vo di gi cao hay thp?
Nu bn bn hng vi mc gi thp, bn c l s ch a ra c rt t dch v i km
v thu nhp ca bn s ph thuc vo lng hng bn c. Nhiu chuyn gia khng
nh rng iu ny rt nguy him cho doanh nghip nh v n t h vo phm vi hot
ng vi nhiu nh sn xut ln, h s c sc mua ln hn v c th c kh nng
gim gi. V d, mt ca hng vn phng phm nh hay mt ca hng phn cng c
lp c th khng kim c tin bng cch cho bn hng vi cng mc gi cc cng
ty "dit ng loi" nh cc a hang bch ha v vn phng phm hay my tnh.
Nu bn quyt nh t gi mc cao nht trong khung gi, bn cn phi a thm
gi tr vo sn phm ca bn. iu c ngha l cung cp thm cc dch v, sn
phm hay cc ngun lc i km vi sn phm. Nu bn cho rng bn khng th c
kh nng cung cp bt k dch v no thm, nhng trong mi trng hp dch v gia
tng c ngha l quan tm ti nhng th m bn cung cp nh dch v trn mng
c bo hnh, bc d hng nhanh, sn phm cht lng cao hay cc c im thm.
Quan tm nhiu n nhng iu bn a ra trong k hoch marketing cng l
cho bn c th tm c l do chnh ng iu chnh mc gi cao hn.
V u trang
Ti ang xem xt lp quan h lm n vi mt khch hng mi c kh nng sinh
li cao. Ti c nn gim gi lm cho doanh nghip ca mnh hp dn vi h
khng?
Nhiu doanh nghip dch v a ra mc ph thp hn h mun v h mun pht trin
mi quan h. khng phi l mt tng hay. Khi bn tr thnh mt la chn v c
gi thp, rt kh c th thot ra khi khung gi . Ni cch khc, nu bn to iu
kin cho khch hng c phn ng vi gi, h thng khng bn thay i. Thay vo
, tm ra cch t ni bt - c th thng qua dch v tri hn, cht lng tt hn
hay cc yu t gi tr gia tng khc.
V u trang

Mt doanh nghip phc v c nn nh gi theo gi lm vic hay theo cng vic?

S dng mc lng tnh theo gi hay theo cng vic hon ton ph thuc vo doanh
nghip ca bn - cc ngnh cng nghip khc nhau c quyt nh khc nhau, do vy
bn phi nghin cu xem c im g chung trong doanh nghip ca bn. Di y l
mt s trng hp m trong mt bin php tt hn cc bin php khc:

Nu nh khch hng mun thay i sau khi d n c thc hin hay gia
chng, bn nn nh gi theo gi. Nu bn l ngi x l vn bn v bn mt
vi ngy nh ton b lun vn cho mt sinh vin tt nghip. Sau khi bn
hon thnh cng vic, anh ta quay li vi rt nhiu phn sa li m anh ta
mun bn lm trn bn lun vn hon thnh. Nu bn tnh tin theo cng
vic, bn s mt hng gi tip tc cng vic m khng nhn thm ng ph lao
no. Nu bn tnh tin theo gi, bn s c th thng lng v gi c cho
khong thi gian lm thm ny.
Nu gi theo gi b khch hng phn i, th bn nn nh gi theo cng vic.
V d, nu bn lm bn in cho mt quyn qung co v bn bit rng n s mt
khong hai ting, bn nh gi $125 mt ting th c v qu cao. Nhng nu
bn thng lng gi c nh l $250 cho cng vic th c v hp l.

Bit c bn phi mt bao nhiu thi gian thc hin mt cng vic no l rt
cn thit bn nh gi. Nu bn khng c kinh nghim bit c cng vic
ko di bao lu, hy tm ngi trong lnh vc ca bn v nh h c tnh h.
V u trang
ITi s rng ti thc hin qu nhiu vic cho khch hng v ri nhn c s
gin d khi a ho n thanh ton cho h. C cch no ti c th gii quyt?
y l tnh th kh x cho mt doanh nghip dch v, v khng c cch no ly li
dch v m h lm cho khch hng. l nguyn nhn ti sao nhiu doanh nghip
dch v li yu cu c mt t l tin ng trc. Phng php thng thng thc
hin vic ny l yu cu thanh ton mt phn ba khi k kt hp ng, mt phn ba khi
thc hin mt na cng vic v mt phn ba khi hon tt cng vic.
V u trang
Lm th no ti nh gi bn bun hp vi th trng?
h bn li sn phm ca bn cn phi c nghin cu. Nhn chung, ngi bn l s
khng mua sn phm ca bn nu nh h c th mua t mt ngi no khc vi mc
gi r hn> Ngi bn l thng phi nhn i gi m h mua hng ca bn (cng
thc gi bn l chung = gi bn bun x 2) m h vn c c khch hng.

 m bo rng bn p ng c nhng yu cu , thc hin nhng vic sau khi

nh gi bn l:

Tham kho gi bn bun ca i th cnh tranh bng cch gi in cho h hi

gi, tham gia trin lm thng mi hay lin h vi hip hi kinh doanh.
Ni chuyn vi ngi bn l. Hi cc ch ca hng mua hng u vi gi l
bao nhiu. Hay i ti cc ca hng v chia i gi bn l xc nh gi bn
bun.
Gi in n hip hi ca nhng ngi bn l m bn mun bn hng cho v
tm hiu s tin h cng vo gi vn ph bin l bao nhiu. N s gip bn xc
nh c mc gi m ngi bn l mun mua hng ca bn.

Su li ln trong vic nh gi
Adapted from content excerpted from the American Express OPEN Small
Business Network
C cu nh gi thch hp gip cng ty tng doanh s bn v xy dng c lng
trung thnh ca khch hng. C cu gi sai s lm cho doanh nghip vt v trong vic
phc v khch hng v thu c li nhun. Khi bn cn quyt nh mc gi cho sn
phm v dch v ca bn, hy trnh xa nhng li thng thng trong vic xc nh gi
di y.
Bn h gi:
xc nh c mc gi thc t, bn cn phi bit c tt c cc chi ph trong qu
trnh sn xut ra sn phm hay dch v. N rt d theo di c cc chi ph nh gi
thnh ca cc b phn v vt phm ph tr cng nh cc chi ph hu hnh lin quan
ti k nng v kin thc ca bn. Mt s ch doanh nghip nh gi sn phm m
khng tnh n cc chi ph ny. H c th qun khng cng thm nhng chi ph ban
u nh dch v hay tin thu nh hay cm thy kh c th tnh c khon chi ph
cho thi gian h b ra cho sn phm. Mt cch tip cn m cc doanh nghip dch v
s dng xc nh mc ph ph hp cho s phc v ca h l nh lng theo gi
cho dch v. V ri nhn con s ny vi tng s gi cn thit hon thnh mt cng
vic xc nh gi ton b cho d n.
Theo cc i th cnh tranh:
C cu nh gi ca bn m ph thuc vo i th cnh tranh th rt nguy him bi v
cc chi ph m i th cnh tranh s dng tnh ton gi c th c rt t mi quan h
vi cc chi ph ca bn. H c th mua vt phm ph tr t hn hay r hn bn, mua
cng ngh khc, v s dng nhiu hay t kinh ph hn cho marketing. iu c
ngha l bn phi bit i th cnh tranh nh ra bao nhiu c th khng nh rng
gi thnh sn phm ca bn l hp l trn th trng. Nu bn nhn thy rng cc con

s ca bn thp hn nhiu so vi i th cnh tranh, kim tra li xem bn c qun

khng a chi ph no vo trong phng trnh tnh gi hay khng.
Cnh tranh bng gi:
tng coi nh gi l bin php duy nht nh gc i th cnh tranh l mt
tng khng vng chc. Bn c th thu ht c khch hng bng cch ny, nhng c
l h s khng phi l khch hng trung thnh ca bn. Nu chi ph thp hp dn h
n vi doanh nghip ca bn, h c th b cng ty bn khi c s la chn khc vi
chi ph thp hn. Mt bin php tt hn l phn bit doanh nghip ca bn vi cc
doanh nghip khc theo cc cch khc v d nh, dch v khch hng tt, cc c
im ca sn phm c ci tin hay cht lng tt hn.
Ch i qu lu tng gi:
Lng cu hng ho tng hay tng chi ph cho cc vt phm ph tr buc bn vo tnh
th phi quyt nh c tng gi thnh sn phm hay khng. Mt s ch doanh nghip
trnh tng gi v h s khch hng s phn ng tiu cc. Trong nhiu trng hp, tng
gi u n l mt chin lc tt hn, tng gi t nhiu ln s tc ng n khch
hng t hn l mt ln tng gi nhiu. Ni cch khc, mt ln tng gi 10% s gy tc
ng tiu cc hn l hai ln tng gi 5%.
Gim gi m khng thay i vic phn phi hng:
Mt s khch hng c th c gng tm cch c li hn trong giao dch vi doanh
nghip bn. iu ny c th y bn vo tnh th kh khn, c bit nu bn iu
hnh mt doanh nghip cung cp dch v. Giao hng cho mt n t hng c
tho thun vi gi thp hn c th tnh c truyn i mt tin rng gi ban u ca
bn l qu cao, v tt c cc cng vic kinh doanh trong tng lai u c th thng
lng v gi. Mt bin php tt hn l chp nhn gi thp hn nhng thay i cc
iu khon giao hng mt cht. V d, nu bn thng lng gi cho vic lp t k
thut trong vng ba thng, bn c th chp nhn chi ph cho d n thp hn nu s
lng cc cuc gp trong tun gim xung hay cc bo co hng thng c tinh
gin. Mt s la chn khc ph hp cho cc n t hng ln l gim gi do mua s
lng ln.
nh gi ngu nhin:
Mt s khch hng lun i hi phi din gii c cu nh gi ca bn c hnh
thnh nh th no, do vy bn c th iu chnh mc gi bn nh ra. Hn na, nu
bn khng bit chnh xc cc chi ph c lin quan ti gi thnh ca bn nh th no,
s kh cho bn khi no l ng thi im bn iu chnh mc gi.

Xy dng k hoch Marketing trn trang Web ca bn

Adapted from content excerpted from the American Express OPEN Small
Business Network
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?

Xc nh cc mc tiu
Xc nh c gi ca
Bc 2: Khch hng ca bn l ai?
trang Web
Bc 3: Cng vic kinh doanh ca bn c g khc so vi
Khng nh v tr ca
cc i th kinh doanh khc?
bn
Bc 4: Bn s n c vi Khch hng ca mnh nh
La chn cc th thut
th no?
Marketing

NH V SN PHM
Gi s mt cng ty nghin cu v la chn c th trng mc tiu ca mnh. Nu
n l cng ty duy nht phc v th trng mc tiu th n chc chn c th tnh mt gi s
em li li nhun hp l. Nu n tnh gi qu cao v khng c ro cn nhp cao, th cc i
th cnh tranh s nhy vo th trng v lm cho gi h xung. Nu c mt s cng ty
theo ui cng mt th trng mc tiu v cc sn phm ca h khng c g khc bit, th
hu ht ngi mua s mua hng ca cng ty bn vi gi thp nht. Cc cng ty khc buc

phi gim gi ca mnh . i vi cng ty u tin, phng n duy nht l to c im khc

bit cho sn phm ca mnh khc so vi sn phm ca cc i th cnh tranh. Nu n c th
to c c im khc bit cho sn phm ca mnh mt cch c hiu qu, th n c th tnh
gi cao hn. Vic to c im khc bit php cng ty tnh gi cao hn da trn c s gi tr
tri hn m khch hng nhn thc c v c cung ng.
nh v l vic thit k sn phm v hnh nh ca Cng ty lm sao th trng mc
tiu hiu c v nh gi cao nhng g cng ty i din so vi cc i th cnh tranh ca
n. Vic nh v ca Cng ty phi da trn c s hiu bit r th trng mc tiu nh ngha
gi tr nh th no v la chn nhng ngi bn. Nhim v nh v gm ba bc.Th nht l:
cng ty phi pht hin nhng iu khc bit v sn phm, dch v, nhn s v hnh nh c th
to ra c phn bit vi i th cnh tranh. Th hai l cng ty phi p dng nhng tiu
chun la chn nhng khc bit quan trng nht. Th ba l, cng ty phi to c nhng
tn hiu c hiu qu th trng mc tiu c th phn bit c vi i th cnh tranh.
Chin lc nh v sn phm ca cng ty s cho php n thc hin bc tip theo, c th l
hoch nh nhng chin lc Marketing cnh tranh ca mnh
1. To s khc bit cho sn phm v dch v
C bn cch suy ngh v vic to c im khc bit cho sn phm ca mt cng ty.
Cng ty c th bng cch cung ng mt sn phm tt hn, nhanh hn, hay r hn. Tt hn
c ngha l sn phm ca cng ty phi hn hn cc ch th ca n. N thng i hi phi
ci tin cht t sn phm hin c. Mi hn c ngha l pht trin mt gii php m trc
y cha tng c . Vic ny thng cha ng ri ro ln hn so vi trng hp ch ci tin,
nhng cng li to c may thng m hn. Nhanh hn c ngha l gim bt thi gian thc
hin hay giao hng lin quan n vic s dng hay mua mt sn phm hay dch v cui cng.
R hn c ngha l c th mua c mt sn phm tng t vi s tin t hn.
Nhng cng ty ch da vo vic to c im khc bit cho sn phm ca mnh bng
cch ct gim chi ph v gi c th phm phi sai lm. Th nht l, mt sn phm r hn so
vi cc ch th ca n thng b ngh ng l hng khng tt, ngay c khi n tt hn tht s.
Th hai l cng ty thng c th ct gim dch v m bo gi h v iu ny c th lm
cho ngi mua xa lnh. Th ba l, i th cnh tranh thng bt ng tung ra mt sn phm
cn r hn do tm c ch sn xut v chi ph thp hn. Nu cng ty khng lm cho sn
phm ca mnh tri hn v bt k mt no khc, ngoi chuyn r hn, th n s b thua i
th cnh tranh .
Mi y Treacy v Wiersema nu ln ba chin lc dn n c im khc bit
thnh cng v tr dn u th trng l:

+ Hot ng tuyt ho: cung cp cho khch hng nhng sn phm hay dch v tin cy
vi gi cnh tranh v m bo d kim. V d: Dell Computer, Wal- Mart, American Airlines,
Federal Express.
+ Quan h thn thit vi khch hng: Hiu bit su sc khch hng v c kh nng p
ng nhanh chng nhng nhu cu c th v chuyn bit ca n. V d: Home Depot, Staples,
Ciba-Geigy, Kraft.
+ Dn u v sn phm: Cung ng cho khch hng nhng sn phm dch v i mi,
tng thm ch li cho khch hng v hn hn sn phm ca cc i th cnh tranh. V d:
Nike, Apple, Sony.
Nh vy l mt cng ty c th thng bng cch kinh doanh tt hn, hiu bit khch
hng mnh tt hn hay lun lun lm ra sn phm tt hn.
Milind Lele nhn nh rng, nhng cng ty c nhn c th c c im ni bt l c
kh nng c ng ln trong nm hng: Thay i th trng mc tiu, sn phm, knh
phn phi, khuyn mi hay gi c. Kh nng c ng t do ca cng ty chu nh hng ca
c cu ngnh v v tr ca cng ty trong ngnh. i vi mi kh nng c ng cng ty cn
c tnh trin vng sinh li. Nhng kh nng c ng ha hn li nhun cao nht quyt nh
tc dng n by chin lc ca cng ty ngnh vn vt ch c mt s kh nng c ng v
tc dng n by chin lc rt nh.
By gi sn sng nghin cu nhng cch c th m cng ty c th to c im
khc bit cho sn phm cu mnh so vi sn phm ca cc i th cnh tranh. Mt cng ty
hay mt bn cho hng c th khc bit v bn yu t c bn: sn phm, dch v, nhn s
hay hnh nh (xem bng 8.1). By gi ta hy xem xt k hn nhng cng c c th.
Bng 8.1. Cc bin to c im khc bit
Sn phm

Dch v

Nhn s

Hnh nh

Tnh cht

Giao hng

Nng lc

Biu tng

Cng dng

Lp t

Lch s

Phng tin truyn thng

Mc ph hp

Hun luyn khch hng

Tn nhim

Bu khng kh

bn

Dch v t vn

Tin cy

S kin

tin cy

Sa cha

Nhit tnh

Kh nng s dng

Nhng dch v khc

Bit giao tip

Kiu dng
Kt cu
To c im khc bit cho sn phm
y chng ta pht hin nhng c s to c im khc bit cho sn phm vt cht.
Mt thi cc l nhng sn phm tiu chun ho rt cao ch cho php c nhng ci bin nh:
Tht g, thp, aspirin. D vy ngay c trng hp ny vn c kh nng ci bin thc s.
Frank Perdue khng nh rng tht g c hiu ca mnh ngon hn, chng mm hn, v tnh
gi cao hn 10% da vo iu khng nh ca mnh.Thp c th khc nhau v cng v
cc tnh cht. Bayer khng nh rng asperin ca mnh ngm vo mu nhanh hn. Cn
hng Proter v Gamble thnh cng trong vic to c im khc bit cho hng ho ca
mnh, c th l bt git.
thi cc kia l nhng sn phm c kh nng to c c im khc bit ln, nh
t, nh ca v g. y ngi bn ng trc rt nhiu thng s thit k. Nhng yu t
ch yu to c im khc bit cho sn phm v tnh cht, cng dng, mc ph hp, tui
th, tin cy, kh nng sa cha c, kiu dng v kt cu.
Tnh cht
Tnh cht l nhng c trng b sung cho hot ng c bn ca sn phm. Hu ht cc
sn phm u c th cho bn vi nhng tnh cht khc nhau. im xut pht l mt mu sn
phm trn tri hay c bn. Cng ty c th sng to ra nhng mu ph bng cch b sung
thm cc tnh cht. Chng hn nh mt hng sn xut t c th cho bn nhng tnh cht
c la chn, nh ca t ng, hp s t ng v my lnh. Nh sn xut t cn quyt
nh nhng tnh cht no l tiu chun v nhng tnh cht no khch la chn. Mi tnh
cht u c mt kh nng tranh th th hiu ca ngi mua.
Cc tnh cht l mt cng c cnh tranh to ra c im khc bit cho sn phm ca
cng ty. Mt s cng ty rt hng hi i mi khi b sung nhng tnh cht mi cho sn phm
ca mnh. Mt trong nhng yu t then cht dn n s thnh cng ca cc cng ty Nht l
h khng ngng hon thin nhng tnh cht ca ng h, my nh, t, xe my, my tnh,
u my video, v.v Ngi u tin a ra nhng tnh cht mi c gi tr l ngi cnh
tranh c hiu qu nht.
Cng ty cng phi suy ngh v cc phng n kt hp vi tnh cht theo kiu trn gi.
V d, cc cng ty t Nht thng sn xut t vi ba mc hon thin, ch khng cho
khch hng la chn tng tnh cht. iu ny s lm gim bt chi ph sn xut v d tr ca

cng ty cng gi c. Cng ty phi quyt nh xem nn chiu khch hng theo tng tnh cht
v tnh gi cao hn cho khch hng hy tiu chun ho nhiu hn v tnh gi thp hn cho
khch hng.
Cht lng cng dng
Cht lng cng dng c ngha l mc hot ng theo nhng tnh nng ch yu ca
sn phm. Chng hn nh my tnh c trung ca Digital Equipment hot ng tt hn mau
tnh ca hng Data General nu n s l nhanh hn v c b nh ln hn. Nhng ngi mua
sn phm t tin thng so snh tnh nng ca cc nhn hiukhc nhau. H s tr tin nhiu
hn cho cng dng nhiu hn, vi iu kin l gi cao hn khng vt qu gi tr c
nhn thc cao hn ny.
Cng ty cng phi quyt nh qun l cht lng cng dng theo thi gian nh th no.
C ba chin lc. Th nht l, nh sn xut khng ngng ci tin sn phm thng t c
t sut li nhun v th phn ln nht. Procter & Gamble l mt cng ty ln p dng chin
lc ci tin sn phm kt hp vi cng dng ban u ca sn phm rt nhiu gip n
dnh c v tr dn u trn nhiu th trng. Chin lc th hai l duy tr sn phm. Nhiu
cng ty c gi nguyn cht lng ban u khng thay i tr khi thy r nhng thiu st hay
c hi. Chin lc th ba l gim bt cht lng theo thi gian. Mt s cng ty gim bt
cht lng b vo chi ph tng ln vi hy vng l ngi mua khng nhn ra c s khc
bit no. C nhng cng ty ch trng gim cht lng s tng li nhun hin ti, mc d
vic ny thng lm tn hi n kh nng sinh li lu di.
Cht lng ng u:
Cht lng ng u l mc thit k v tnh nng ca mt sn phm gn vi tiu
chun mc tiu. N phn nh cc n v sn phm khc nhau c lm ra ng u v p
ng c nhng yu cu k thut.
bn
bn l s o tui th d kin ca mt sn phm. V d, hng Volvo qung co rng
h sn xut t c tui th trung bnh cao nht v v th m tnh gi cao hn. Ngi mua s
tr tin nhiu hn cho mt sn phm bn hn. Tuy nhin, iu ny phi c thm nh thc
t. Gi tri hn, nhng khng c qu ng. Ngoi ra, sn phm khng c qu thi
thng hay lc hu v cng ngh, v trong trng hp ny ngi mua c th khng tr nhiu
tin hn cho nhng sn phm c tui th bn hn. Chng hn nh, vic qung co rng mt
my tnh c nhn hay mt my quay video c bn cao nht c th t hp dn, bi nhng
tnh cht v tnh nng ca chng thay i rt nhanh.

 tin cy
tin cy l s o xc sut sn phm khng b trc trc hay h hng trong mt
thi k nht nh. Chng hn nh Mercedes c tin cy cao hn l xe Jaguar, nu kh nng
n khng b trc trc nghim trng trong mt nm l 90% so vi 60%. Ngi mua sn sng
tr thm tin mua nhng sn phm c tin cy cao. H mun trnh chi ph cao do hng
hc v thi gian sa cha. Maytag, mt hng sn xut thit b gia dng ch yu ni ting v
thit b c tin cy cao v thng cho thy nhn vin dch v ca mnh ng gt v khng c
vic lm. Ngi Nht c bit thnh cng trong vic nng cao tin cy cho cc sn
phm ca mnh.
Cng ty Mitsubsishi mua chi nhnh Quasar ca hng Motorola chuyn sn xut my
thu hnh Motorola xy ra 141 khuyt tt trong mi 100 my. Mitsubsishi gim s
khuyt tt xung cn 6 trn 100 my. S khiu ni ca ngi mua gim xung cn mt phn
mi mc trc v cng vic bo hnh ca cng ty cng gim xung cn mt phn mi.
Kh nng sa cha
Kh nng sa cha l mc d dng phc hi mt sn phm b trc trc hay hng
hc. Chng hn nh, mt chic t c ch to bng nhng chi tit tiu chun c th d
dng thay s c kh nng sa cha cao. Kh nng sa cha l tng l trng hp ngi s
dng c th t phc hi sn phm m khng thay ch tn t tin v thi gian. Ngi mua ch
vic tho b chi tit b hng v thay vo mt chi tit khc. Mt kh nng tt nht na l c
mt s sn phm c tnh cht d on c bnh cho php nhn vin dch v c th hiu
chnh n t xa qua in thoi hay hng dn ngi s dng cch hiu chnh n. Trc khi
GE c nhn vin sa cha ca mnh i sa mt thit b gia dng ti nh, cng ty c gng gii
quyt vn qua in thoi. Trong hn 50% cc trng hp vic lm ny c kt qu v
khch hng mt tin v cm thy yn tm v GE. Tnh hung xu nht l khi sn phm b
hng v buc phi gi ngi sa v mt nhiu thi gian, nhn vin sa mi mang ph tng
n sa.
Kiu dng
Kiu dng l hnh thc v dng v bn ngoi m ngi mua cm nhn c. Chng hn
nh nhiu ngi mua t tr nhiu tin hn ly xe Jaguar v n c v c o cho d
tin cy ca n km. Chi nhnh Cadillac ca General Motors thu Pininfarina, mt cng
ty thit k t ca Italy thit k kiu xe Allantes t tin ca mnh cho c kiu dng ph
hp vi chu u. Kiu dng c u im l to cho sn phm mt c im khc bit kh c
th bt chc c. V th m ng ngc nhin l nhiu cng ty khng u t vo vic

kiu dng p hn. Mt khc kiu dng p khng nht thit ha hn cng dng tt. Mt
chic gh ta trong c v duyn dng, nhng ngi vo th cc k khng thoi mi.
y s khc bit v khiu dng, ta phi xem cch bao gi nh mt cng c to dng,
nht l i vi thc phm, v sinh v nhng gia dng nh. Bao b p vo mt ngi
mua u tin v c th lm cho ngi mua ch n hay quay mt i.
Kt cu: Mt sc mnh tng hp.
Tt c nhng cht lng nu trn u l nhng thng s ca kt cu. T thy rng
nhim v thit k sn phm kh khn n th no, phi lm sao dung ho c tt c mi
mt. Ngi thit k phi hnh dung xem cn u t bao nhiu cho vic pht trin cc tnh
cht, cng dng, mc trng hp, tin cy, kh nng sa cha, kiu dng v.v. Theo quan
im ca khch hng th mi sn phm thit k tt phi trng vui mt v cng d m, lp t
hc cch s dng, s dng, sa cha v thi loi. Ngi thit k phi tnh tnh n tt c
nhng iu v m bo ti a nguyn tc hnh thc phi ph hp theo chc nng.
Ngi thit k phi dung ho mt s c im mong mun. Mt iu cng rt quan trng l
phi bit th trng mc tiu nhn thc v coi trng nhng li ch khc nhau v gi c nh
th no.
ng tic l cn qu nhiu cng ty khng u t vo vic thit k cho tt. Mt s cng
ty nhm ln vic thit k vi to dng v ngh rng thit k l ch c lm ra sn phm ri sau
bao ln n mt ci v trang tr. C ngi cn cho rng tin cy l iu nm bt c
trong qu trnh kim tra ch khng phi thit k v m bo n trong qu trnh sn xut. H
c th ngh nhng ngi thit k ch l nhng ngi khng ch ng mc n chi ph hay
to ra nhng thit k qu mi nn th trng kh chp nhn. Cng c thm k lng nh
s nhy cm v hiu qu ca b phn thit k ca cng ty s gip ban lnh o nh gi xem
c m bo gia tng gi tr ng mc qua thit k khng.
To c im khc bit cho dch v
Ngoi vic to c im khc bit cho sn phm vt cht ra, cng ty cng c th to
c im khc bit cho nhng dch v km theo. Trong trng hp, kh to c im khc
bit cho sn phm vt cht th cha kho cnh tranh thng li thng l tng thm dch v
v cht lng. Nhng yu t to c im khc bit chnh cho dch v l giao hng tn ni,
lp t hun luyn khch hng s dng, dch v t vn, sa cha v mt s vic khc na.
Giao hng

Giao hng l vic m bo tt cng vic chuyn giao sn phm hay dch v cho khch
hng. N bao gm tc . chnh xc v s cn thn trong qu trnh giao hng. V d, cng
ty Deluxe Check Printers, Inc., to c ting tm lng ly v vic gi nhng quyn chi
phiu ca mnh trong mt ngy k t khi nhn c n t hng, v khng c mt ln chm
tr trong mi hai nm qua. Ngi mua thng chn nhng ngi cung ng ni ting hn v
vic giao hng ng hn.
Lp t
Lp t l nhng vic phi lm cho mt sn phm hot ng ti ni d kin.
Ngi mua nhng thit b hng nng rt trng i vo dch v lp t ca ngi bn. Ngi
bn c th khc nhau v cht lng ca dch v lp dt. V d, IBM giao ton b thit b
mua n tn ni cng mt lc ch khng gi cc b phn khc nhau vo nhng thi im
khc nhau ri phi ch i cho n khi mi th c chuyn n ni. Khi IBM c yu
cu a thit b IBM n mt a im khc, cng ty sn sng di chuyn c nhng thit b
ca cc i th cnh tranh v c na.
Hun luyn khch hng
Hun luyn khch hng c ngha l hun luyn cng nhn vin ca khch hng cch s
dng quy tc v c hiu sut thit b ca ngi bn.
Chng hn nh General Electric khng ch bn v lp t thit b X quang cho cc bnh
vin, m cn chu trch nhim hun luyn ngi s dng thit b . Mc Donalds yu cu
cc i l c quyn mi ca mnh tham d kho hun luyn hai tun i hc Hambourger
hc cch qun tr ng n ca mnh.
Dch v t vn
Dch v t vn l nhng h thng d liu, thng tin v c vn m ngi bn cung ng
min ph hay c tr tin cho ngi mua. Mc Kesson Corporration, mt hng bn s dc
phm ln, gip 12.000 ca hng dc phm c lp ca mnh thit lp cc h thng k
ton v d tr, h thng t hng qua my tnh v.vMc Kesson tin chc rng vic gip
khch hng ca mnh cnh tranh tt hn s lm cho h trung thnh hn. Mt trong nhng
ngi cung ng dch v t vn gia tng gi tr l Milliken Company:
Milliken bn khn tm cho cc ca hiu git cng nghip cc ca hiu ny cho cc
nh my thu nhng khn tm ny v mt vt l hon ton tng t nhng khn tm ca cc
i th cnh tranh. Tuy vy Milliken vn tnh gi khn ca mnh cao hn nh nhau? Cu tr
li l Milliken lin tc khng bn sn phm ny ra ngoi khng ngng tng thm dch v

cho cc hiu git khch hng ca mnh. Milliken hun luyn nhn vin bn hng ca cc
khch hng ca mnh, cung cp cc h thng t hng qua my tnh v ti u ho cc ph,
tin hnh nghin cu Marketing cho khch hng, bo tr cho cc xng nng cao cht lng
v cho mn nhn vin bn hng ca mnh lm vic cng vi khch hng. Cc hiu git
rt sn sng mua khn tm ca Milliken v tr gi cao hn, bi v nhng dch v km theo
lm tng kh nng sinh li ca h.
Sa cha
Sa cha y c ngha l cht lng ca dch v sa cha m bo cho nhng ngi
mua sn phm ca cng ty. Caterpiller cam kt m bo dch v sa cha tt hn v nhanh
hn cho cc thit b xy dng hng nng ca mnh bt k ni no trn th gii. Nhng
ngi mua t rt lo ngi v cht lng dch v sa cha m h c th trng i mi i
l bn xe cho h.
Cc dch v khc
Cc cng ty c th tm thy nhiu cch khc lm gia tng gi tr thng qua vic to
c im khc bit cho dch v i vi khch hng v cht lng dch v ca mnh. Cng ty
c th m bo bo hnh sn phm hay k hp ng bo tr vi iu kin d dng hn so vi
cc i th cnh tranh. Cng ty c th t ch thng cho nhng khch hng thng
xuyn, nh cc cng ty hng khng thc hin nhng chng trnh ca mnh i vi cc
hnh khch thng xuyn. Thc s l c v s nhng dch v c bit v ch li m cc cng
ty c th s dng to cho mnh nhng c im khc bit so vi cc i th cnh tranh.
To c im khc bit v nhn s
Cc cng ty c th ginh li th ln trong cnh tranh nh vic thu v hun luyn con
ngi tt hn cc i th cnh tranh ca mnh. Chng hn nh hng hng khng Singapore
ni ting khp ni v c i ng tip vin va xin p va duyn dng. Nhn vin ca Mc
Donalds u nh nhn, nhn vin ca IBM gii nghip v chuyn mn, nhn vin ca
Disney th rt vui v. Wal-Mart to c im khc bit cho cc siu th ca mnh bng
cch c ra ti mi ca hng mt nhn vin tip tn. Ngi ny c nhim v cho n khch,
hng dn ni bn nhng mt hng h cn, nh du nhng th hng em n tr li hay
i, v tng nhng mn qu nh cho tr em.
Nhn s c hun luyn tt hn phi c su c im sau:
+ Nng lc: Cng nhn vin c nhng k nng v kin thc cn thit
+ Nh nhn: Cng nhn vin phi c thi nim n, l php v chu o

+ C tn nhim: Cng nhn vin u c th yn tm giao vic

+ Tin cy: Cng nhn vin m bo dch v ng u v chnh xc
+ Nhit tnh: Cng nhn vin nhanh chng gii quyt nhng yu cu v vn ca cc
khch hng
+ Bit giao thip: Cng nhn vin u c gng hiu c khch hng v cung cp
thng tin r rng.
To c im khc bit v hnh nh
Ngay c khi hng ho cnh tranh trng hon ton ging nhau ngi mua vn c th c
phn ng khc nhau i vi hnh nh ca cng ty hay ca nhn hiu. Hy xt trng hp
thnh cng ca thuc l Marlboro. Con ng ch yu Marlboro ginh c mt th phn
ln khc thng trn khp th gii (trong 30%) l hnh nh chng cao bi hung hng ca
Marlboro nh ng vo tm l thch th ca hu ht dn nghin thuc l. Marlboro
to c mt nhn cch c bit.
c im nhn dng v hnh nh
Nhn cch ca mt nhn hiu thnh cng khng t n hnh thnh nn. N l kt qu
ca mt chng trnh c thc nhm to nn nhng c im nhn dng. Cng c to nn
c im nhn dng l tn, logo, biu tng, bu khng kh, cc s kin. Hy vng rng cng
vic ny s to c hnh nh mong mun ca nhn hiu. Nhng iu quan trng l phi
phn bit r c im nhn dng v hnh nh. c im nhn dng l nhng cch m cng ty
s dng lm cho cng chng nhn ra mnh. Cn hnh nh l cch cng chng nhn thc v
cng ty Cng ty thit k c im nhn dng ca mnh hnh nh ca mnh trong cng
chng, nhng c nhng yu t khc cng can d vo vic quyt nh hnh nh ca mi ngi
v Cng ty
Ngi ta i tm kim nhng c trng nht nh trong mt hnh nh. N phi truyn t
mt thng tin c o to nn nhng nt chnh ca sn phm v v tr ca n. N phi truyn
t thng tin mt cch khc bit khng th nhm ln vi thng tin tng t ca cc i
th cnh tranh. N phi c sc truyn cm lm rung ng tri tim v tm tr ngi mua.
c c hnh nh su sc cn phi c s sng to v rt nhiu cng sc. Khng th
to nn hnh nh trong tm tr cng chng qua mt m hay ch bng phng tin truyn
thng. Hnh nh phi c truyn t bng mi phng tin truyn thng hin c v phi

pht i lin tc. Nu "IBM l dch v" th thng ip ny phi c th hin ra bng biu
tng, ch vit v cc phng tin nghe nhn, bu khng kh v cc s kin.
Biu tng
Mt hnh nh su sc gm mt hay nhiu biu tng lm cho ngi ta lin tng n
cng ty hay nhn hiu. Logo ca Cng ty v nhn hiu phi c thit k c th nhn ra
ngy lp tc. Cng ty c th la chn mt s i tng nh con s t (Harris Bank), qu to
(Mytnh Apple) hay ngi lnh (Pillabury) biu t mt cht lng no ca t chc.
Cng ty c th ly mt nhn vt ni ting lm nhn hiu, nh nhng loi nc hoa mi
Passion (Elizabeth Taylor) v Uninhibited (Cher). Bc tip theo l chn mu lm c im
nhn dng, nh xanh lam (IBM) hay (Canh Campbell) v i khi mt on nhc, m
thanh nht nh.
Ch vit v phng tin nghe nhn
Nhng biu tng chn phi c a ln qung co truyn t nhn cch ca
cng ty hay nhn hi. Qung co phi truyn t mt tnh tit, mt tm trng, mt mc
cng iu, hay mt ci g ni bt. Thng ip phi c ng ti trong nhng n phm
khc nhau nh bo co hng nm, nhng cui sch mng, catalog. Bng hiu v danh thip
ca Cng ty phi phn nh c hnh nh m Cng ty mun truyn t.
Bu khng kh
Khng gian vt l trong sn xut hay cung ng sn phm v dch v ca mnh cng
l mt yu t to hnh nh rt cng hiu. Cc khch sn Hyatt Regency to nn mt hnh nh
khc bit bng cc gian tin snh ca n. Mt ngn hng mun trng c v hiu khch phi
chn mt thit k ph hp vi to nh, thit k ni tht, cch b tr mt bng, mu sc, vt
liu v c cho thch hp.
S kin
Cng ty c th to c im nhn dng qua nhng loi hnh s kin m n bo tr.
Perrier, mt Cng ty nc gii kht , tr nn ni bt nh vic xy dng cc ng tp chy
v bo tr nhng s kin th thao lnh mnh. AT & T v IBM to cho mnh c im nhn
dng l nhng ngi bo tr cc s kin vn ho, nh nhng bui biu din nhc giao hng
v trin lm ngh thut. Cc t chc khc th to c im nhn dng cho mnh bng nhng
hot ng ph thng khc nh tng tin cho cc bnh vin.
2. Xy dng chin lc nh v

Ta thy rng c th to dng nhng c im khc bit cho bt k mt cng ty hay

nhn hiu no. Thay v ngh rng mnh ang bn mt mn hng, cng ty phi thy nhim v
ca mnh l bin mt sn phm khc bit thnh "mt sn phm khc bit". Dermot Dunphy,
tng gim c ca hng Sealed air Corporation lm ra mng gi bng nha c bong bng,
ni "Mt bi hc cn hc l cho d mt sn phm c th trng rt bnh thng nh th no
i na, th n cng khng th tr thnh hng ho. mi sn phm, mi dch v u c th lm
cho n c nhng c im khc bit". Levitt v mt s ngi khc ngh ra hng chc cch
to c im khc bit cho mt sn phm. Vn mt phn l ch phi thc c rng
ngi mua c nhng nhu cu khc nhau v v vy m h ch n nhng hng ho khc
nhau.
Song khng phi tt c nhng im khc bit ca nhn hiu u c ngha hay c gi
tr. Khng phi mi th khc bit u to nn c im khc bit. Mi im khc bit u c
kh nng gy ra chi ph cho Cng ty cng nh to ra ch li cho khch hng. V vy Cng ty
phi la chn mt cch thn trng cch lm cho mnh khc bit vi cc i th cnh tranh.
Ch nn to ra im khc bit khi n tho mn c nhng tiu chun sau:
+ Quan trng: im khc bit em li li ch c gi tr ln cho mt s kh ng
ngi mua.
+ c im: im khc bit khng c ai to ra hay c Cng ty to ra mt cch
c bit.
+ Tt hn: im khc bit l cch tt hn so vi nhng cch khc t c ch
li nh nhau.
+ D truyn t: im khc bit d truyn t v p v mt ngi mua
+ i trc: im khc bit khng th d dng b cc i th cnh tranh sao li.
+ Va ti tin: Ngi mua c th c tin tr cho im khc bit .
+ C li: Cng ty thy rng to im khc bit l c li.
Nhiu cng ty to ra nhng im khc bit khng tho mn c mt hay nhiu tiu
chun trong s ny. Khch sn Westin Stamford Singapore qung co rng n l khch sn
cao nht th gii, thc ra th iu ny khng quan trng i vi nhiu khch du lch v trn
thc t cn y nhiu khch i. in thoi truyn hnh ca AT &T, Picturevision tht bi
mt phn l v cng chng khng ngh rng vic nhn thy ngi kia khi ni chuyn qua in
thoi ng phi tr tin in thoi nhiu hn. My Polarvision ca hng Polaroid trng phim

ly nh ngay tc th cng b tht bi. Mc d Polarvision l rt c bit thm ch cn i trc,

n vn thua km mt cch ghi hnh chuyn ng l my video.
+ To c im khc bit l vic thit k mt lot nhng im khc bit c ngha
phn bit sn phm ca Cng ty vi sn phm ca cc i th cnh tranh.
Mi cng ty u mun khuch trng mt s t im khc bit c sc hp dn mnh nht i
vi th trng mc tiu ca mnh. Cng ty mun xy dng mt chin lc nh v tp trung.
Ta s gi tt n l nh v v nh v ngha n nh sau:
nh v l thit k sn phm v hnh nh ca Cng ty lm sao n chim c mt
ch c bit v c gi tr trong tm tr ca cc khch hng mc tiu.
Vic nh v i hi Cng ty phi quyt nh khuch trng bao nhiu im khc bit
v nhng im khc bit no dnh cho khch hng mc tiu.
Cng ty phi trnh bn sai lm ch yu sau y trong vic nh v.
+ nh v qu thp: Mt s cng ty xc nh ra rng mt s ngi mua ch c tng m h
v nhn hiu . Ngi mua thc s khng ngh n l n c mt tnh cht c bit no .
+ nh v qu cao: Ngi mua c th c mt hnh nh qu hp v nhn hiu . Chng
hn nh mt ngi tiu dng c th ngh rng ca hiu Tiffany cc loi nhn kim cng
bt u t gi 5.000USD, trong khi trn thc t hin nay Tiffany bn nhng loi nhn kim
cng va ti tin bt u t 900 USD.
+ nh v khng r rng: Ngi mua c th c mt hnh nh khng r rng v nhn
hiu, do a ra qu nhiu iu qung co hay thay i v tr ca nhn hiu qu nhiu ln.
+ nh v tr ng ng: Ngi mua c th cm thy kh tin tng vo nhng iu
qung co v nhn hiu theo gc tnh nng, gi c hay nh sn xut ca sn phm.
im tin li khi gii quyt vn nh v l n cho php cng ty gii quyt lun c
vn Marketing mix. Marketing mix bao gm sn phm, gi c, phn phi v khuyn mi
l ct li ca vic hoch nh nhng chi tit chin thut ca chin lc nh v. Chng hn
nh mt Cng ty chim lnh "v tr cht lng cao" bit rng mnh phi sn xut ra nhng
sn phm cht lng cao, tnh gi cao, phn phi qua cc i l cao cp, v qung co trn
nhng tp ch cht lng cao. l cch ch yu to nn hnh nh nht qun v ng tin
tng v cht lng cao

Khi tm kim chin lc nh v, t nht cng c by chin lng nh v xem xt .

Chng c trnh by di y v c minh ho bng trng hp cng vin ch :
+ nh v ca thuc tnh: Disneyland c th qung co mnh l cng vin ch ln
nht th gii. Tnh cht ln nht l mt tnh cht ca sn phm c hm gin tip mt ch li
l c nhiu iu kin la chn cch gii tr nht.
+ nh v ch li: Knott's Berry Farm c th nh cho mnh v tr l mt cng vin ch
dnh cho nhng ngi mun tm mt ni th mng.
+ nh v cng dng/ng dng: Japanese Deer Park c th xc nh cho mnh v tr l
dnh cho khch du lch no ch c t thi gian v mun c mt tr gii tr nhanh no .
+ nh v ngi s dng: Magic Mountain c th qung co l mt cng vin ch
dnh cho "nhng ngi thch chuyn li k", nh vy l xc nh mnh thng qua loi
ngi s dng.
+ nh v i th cnh tranh: Lion Countru Safari c th qung co l n c chng loi
ng vt phong ph hn nhiu so vi Japanese Deer Park.
+ nh v loi sn phm: Marineland of th Pacific c th xc nh cho mnh v tr l
mt "nh ch gio dc" ch khng phi l "mt cng vin ch ngh ngi", v nh vy
l t mnh vo mt lp sn phm khc vi lp d kin.
+ nh v cht lng/gi c: busch Gardens c th xc nh cho mnh v tr l m bo
"gi tr ln nht" cho ng tin b ra (tri vi cc nh v " cht lng cao/gi cao" hay "gi
thp nht").
Truyn b v tr ca Cng ty
Cng ty khng nhng phi xy dng mt chin lc nh v r rng, m cn phi truyn b
n mt cch c hiu qu. Gi s mt Cng ty chn chin lc nh v "cht lng tt nht".
Cht lng c xc nhn bng cch la chn nhng du hiu hu hnh no m ngi ta
thng cn c vo xt on cht lng, Sau y l mt s v d.
Mt ngi thit k o khoc lng th cao cp s dng vi lt bng th la t tin, v
bit rng ph n xt on cht lng lng th mt phn cn c vo cht lng ca lp vi
lt.

Mt nh sn xut my xn c khng nh rng my xn c ca mnh "kho" v s dng

mt ng c gy ting n ln bi v ngi mua ngh rng my xn c ku to l my kho
hn.
Mt nh sn xut xe ti sn lt khung xe khng phi bi v n cn phi sn lt, m v l
lp sn lt lm cho ngi ta ngh n cht lng.
Mt nh sn xut t con ch to ra nhng chic xe vi nhng cnh ca rt chc chn,
bi v nhiu ngi mua xe sp ca xe phng trng by rt mnh kim tra xem xe c
c ch to chc chn khng.
Ford thit k kiu Mustang ca mnh l xe th thao v xc nhn iu bng kiu
dng xe, gh chu, tay li bc da. Tuy vy n vn cha phi l mt chic xe th thao thc s
xt v tnh nng. Mt khc, kiu xe BMW l xe th thao thc s, nhng n li khng c
thit k c dng v nh vy.
Cht lng cng c truyn b thng qua yu t Marketing. Gi cao thng bo hiu
cho ngi mua v mt sn phm cht lng cao. Hnh nh cht lng cao cng chu tc ng
ca bao b, cch phn phi, qung co v khuyn mi. Sau y l mt s trng hp hnh nh
cht lng ca nhn hiu b tn hi.
Mt nhn hiu thc phm ng lnh ni ting b mt hnh nh v uy tn do c bn
qu thng xuyn
Hnh nh ca mt loi bia ngon b tn hai khi n c chuyn t chai sang lon.
My thu hnh c xem l cht lng cao b mt hnh nh cht lng ca n khi n
c by bn cc ca hng tp ho.
Nh vy l cht lng ca bao b, knh phn phi, khuyn mi, v.v... ca nhn hiu
phi cng truyn b v h tr hnh nh ca nhn hiu.
Danh ting ca nh sn xut cng gp phn vo s nhn thc v cht lng. C mt s
cng ty nht nh lun bm theo cht lng. Ngi tiu dng k vng cc sn phm ca
Nestl v cc sn phm ca IBM u tt. cho iu khng nh v cht lng c mi
ngi tin tng cch tt nht l m bo nguyn tc "bn s hi lng, nu khng xin hon li
tin". Nhng cng ty khn ngoan u c gng truyn b cht lng ca mnh vi ngi mua
v bo m cht lng cho khch, khng ng nh vy s hon li tin cho khch.