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I.

TIN TRNH A RA QUYT NH MUA HNG CA KHCH HNG

1. Giai on 1: thc nhu cu Qu trnh mua sm bt u khi ngi mua thc c vn hay nhu cu. Ngi mua cm thy c s khc bit gia tnh trng thc t v tnh trng mong mun. Nhu cu c th bt ngun t nhng tc nhn kch thch ni ti hay bn ngoi. Trong trng hp u, mt trong nhng nhu cu thong thng ca con ngi nh: i kht, tnh dc, tng dn n mc ngng v tr thnh mt nim thi thc. Theo nhng kinh nghim qu kh ngi bit cch gii quyt nim thi thc v ng c ca n s hng vo lp i tng c kh nng tha mn c nim thi thc . Nhu cu cng c th bt ngun t mt tc nhn kch thch bn ngoi. Mt ngi i ngang qua

mt ca hiu bnh m v hnh nh nhng chic bnh m va nng xong kch thch lm cho ngi cm thy i. Mt ngi ph n ngm ngha chic xe mi ca ngi hng xm hay xem mc qung co trn Tivi v mt chuyn i ngh. Tt c nhng tc nhn kch thch ny u c th gi ln mt vn hay nhu cu. Ngi lm Marketing cn pht hin ra nhng hon cnh gi ln mt nhu cu c th. Bng cch thu thp thng tin t mt s ngi tiu dng, ngi lm Marketing c th xcnhc nhng tc nhn kch thch thng gp nht lm ny sinh s quan tmn mt loi sn phm no. Sau ngi lm Marketing c th hochnh nhng chin lc Marketing nhm gi ln s quan tm ca ngi tiu dng. 2. Bc 2: Tm kim thng tin Ngi tiu dung c nhu cu s bt u tm kim thm thng tin. Ta c th phn ra lm hai mc . Trng thi tm kim tng i va phi, c gi l trng thi ch nhiu hn. Mi quan tm then cht ca ngi lm Marketing l nhng ngun thng tin ch yu m ngi tiu dng tm n vnh hng tngi ca tng ngun n quyt nh mua sm tip sau. Cc ngun thng tin ca ngi tiu dung c chia thnh bn nhm. + Ngun thng tin c nhn: Gia nh, bn b, hng xm, ngi quen. + Ngun thng tin thng mi: Qung co, nhn vin bn hng,i l, bao b, trin lm. + Ngun thng tin cng cng: Cc phng tin thng tin i chng, cc t chc nghin cu ngi tiu dng. + Ngun thng tin thc nghim: S m, nghin cu v s dng sn phm. S lng tngi vnh hng ca nhng ngun thng tin ny thayi tu theo loi sn phm vcim ca ngi mua. Ni chung, ngi tiu dng nhn c nhiu thng tin nht v sn phm t nhng ngun thng tin thng mi, ngha l nhng ngun thng tin m ngi lm Marketing khng ch. Mt khc, nhng ngun thng tin c nhn li l nhng ngun c hiu qu nht. Mi ngun thng tin thc hin mt chc nng khc nhau trong mt mc no v tc ng n quyt nh mua sm. Ngun thng tin thng mi thng thc hin chc nng thng bo, cn ngun thng tin c

nhn th thc hin chc nng khng nh hay nh gi. V d, cc bc s thng bit v nhng th thuc mi qua cc ngun thng tin thng mi, nhng li i trao i vi cc bc s khc c c nhng thng tin nh gi.
3. Bc 3: nh gi cc phng n

Ngi tiu dng x l thng tin v cc nhn hiu cnh tranh ri a ra phn quyt cui cng v gi tr nh th no? Ha ra l khng c mt qu trnh nh gi n gin v duy nht m tt c mi ngi tiu dung u s dng hay thm ch mt ngi tiu dng s dng cho tt c cc tnh hung mua sm. C mt s qu trnh nh gi quytnh. Nhng m hnh thng dng nht ca qu trnh nh gi ca ngi tiu dng u nh hng theo nhn thc, tc l cho rng khi hnh thnh nhng xt on v sn phm, ngi tiu dng ch yu da trn c s thc v hp l. Nhng khi nim c bn nht nh s gip ta hiu c qu trnhnh gi ca ngi tiu dng. Ta thy ngi tiu dng c gng tha mn nhu cu ca mnh. H tm kim trong gii php ca sn phm nhng ch li nht nh. Ngi tiu dng xem mi sn phm nh mt tp hp cc thuc tnh vi nhng kh nng em li nhng ch li tm kim v tha mn nhu cu khc nhau. Nhng tnh cht m ngi mua quan tm thayi tu theo sn phm. V d nh: + Mynh: nt ca hnh chp c, tc chp, kch thc my v gi Khch sn: V tr, tnh trng v sinh, khng kh, gi c

+ Nc sc ming: Mu sc, cng hiu, kh nng st trng, gi, mi v. + V xe: An ton, tui th, ta lng, m bo chy xe m, gi c. Ngi tiu dng khc nhau v cch h nhn nhn nhng tnh cht no ca sn phm l quan trng hay ni bt. H s ch nhiu nht n nhng tnh cht s em li cho h nhng ch li cn tm kim.i vi mt sn phm thng th trng c th c phn khc theo nhng tnh cht c xem l quan trng nht i vi cc nhm ngi tiu dng khc nhau. Nhng tnh cht ni bt nht c th khng phi l nhng tnh cht quan trng nht. Mt s tnh cht c th ni bt ln l v ngi tiu dng va mi xem mt qung

co c nhc ti chng. Hn na nhng tnh cht khng ni bt c th bao gm c nhng tnh cht m ngi tiu dng qun mt, nhng khi c nhc n th li cng nhn l quan trng. Nhng ngi lm Marketing cn quan tm nhiu hn n tm quan trng m ngi tiu dng gn cho nhng tnh cht khc nhau. Ngi tiu dng c khuynh hng xy dng cho mnh mt tp hp nhng nim tin vo cc nhn hiu, khi mi nhn hiu c nh gi theo tng tnh cht. Nhng nim tin vo nhn hiu to nn hnhnh v nhn hiu. Nim tin vo nhn hiu ca ngi tiu dng s thay i theo kinh nghim ca h v tc ng ca nhn thc c chn lc, bp mo c chn lc v ghi nh c chn lc. Ngi ta cho rng i vi mi tnh cht ngi tiu dng c mt hm ch li. Hm ch li m t mc hi lng ca ngi tiu dng vi sn phm bin thin nh th no theo cc mc khc nhau ca tng tnh cht. V d, Linda c th s hi lng hn khi my tnh c dung lng b nh ln hn, c kh nng v th, c km theo phn mm v gi c h xung. Nu ta kt hp nhng mc ca cc tnh cht sao cho ch li t cao nht, th s l chic my tnh l tng ca Linda. ch li mong i mt my tnh thc t c bn trn th trng s thp hn ch li m mt my tnh l tng c th em li. Ngi tiu dng hnh thnh cc thi (nhn xt, a thch)i vi cc nhn hiu qua mt quy trnh nh gi. Ngi ta pht hin thy rng ngi tiu dng p dng nhng quy trnh nh gi khc nhau la chn nhng i tng nhiu tnh cht.
4. Giai on 4: Quyt nh mua hng

giai on nh gi, ngi tiu dng hnh thnh s thch i vi nhng nhn hiu trong tp la chn. Ngi tiu dng cng c th hnh thnh nh mua nhn hiu a thch nht. Tuy nhin cn hai yu t na c th xen vo gia nh mua v quyt nh mua hng. Nhng yu t ny c th hin trong H.4-6.

H.4-6. Nhng bc t giai on nh gi cc phng n n giai on quyt nh mua hng Yu t th nht l thi ca nhng ngi khc. Mc m thi ca nhng ngi khc lm suy yu phng n u tin ca mt ngi no ph thuc vo hai iu: (1) Mc mnh lit thi phn i ca ngi khc i vi phng n u tin ca ngi tiu dng v (2) ng c ca ngi tiu dng lm theo mong mun ca ngi khc. Thi phn i ca ngi khc cng mnh v ngi khc cng gn gi vi ngi tiu dng th cng c nhiu kh nng ngi tiu dung iu chnh nh mua hng ca mnh. Trng hp ngc li cng ng: Mc a thch ca ngi mua i vi mt nhn hiu s tng ln nu c mt ngi no c ngi a thch cng ng h nhn hiu ny.nh hng ca nhng ngi khc s tr nn phc tp khi c mt vi ngi thn cn vi ngi mua c kin tri ngc nhau v ngi mua li mun lm vui lng tt c nhng ngi . nh mua hng cng chu nh hng ca nhng yu t tnh hung bt ng. Ngi tiu dng hnh thnh nh mua hng trn c s nhng yu t nh (thu nhp d kin ca gianh, gi d kin v ch li d kin ca sn

phm). Khi ngi tiu dng sp sa hnh ng th nhng yu t tnh hung bt ng c th xut hin t ngt v lm thay i nh mua hng. V vy nhng s thch v thm ch c nhng nh mua hng cng khng phi l nhng du hiu hon ton tin cy bo trc hnh vi mua hng. Quyt nh ca ngi tiu dng thay i, hon hay hu b quyt nh mua hng chu nh hng rt nhiu ri ro nhn thc c. Nhng mn hng t tin i hi phi chp nhn ri ro mt mc no . Ngi tiu dng khng th gim chc c v kt qu ca vic mua hng. iu ny gy ra s bn khon lo lng. Mc ri ro nhn thc c thay i theo s tin b nguy him, mc khng chc chn ca cc tnh cht v mc t tin ca ngi tiu dng. ngi tiu dng trin khai nhng bin php nht nh gim bt ri ro, nh hu b quytnh, thu thp thng tin t bn b, v nhng yu t gy ra cm gic b ri ro ngi tiu dng, cung cp nhng thng tin v h tr lm gim bt ri ro nhn thc c. Giai on 5: Hnh vi hu mi Sau khi mua sn phm ngi tiu dng s cm thy hi lng hay khng hi lng mt mc no . Ngi tiu dng cng s c nhng hnh ng sau khi mua v nhng cch s dng sn phm ng cho ngi lm Marketing quan tm. Cng vic ca ngi lm Marketing cha kt thc khi sn phm c mua, m cn tip tc c trong thi k sau khi mua. S hi lng sau khi mua. Sau khi mua mt sn phm ngi tiu dng c th pht hin ra mt khuyt tt. C nhng ngi mua khng mun c sn phm khuyt tt, c nhng ngi c thi bng quan vi khuyt tt v cng c nhng ngi c th cho rng khuyt tt li tn thm gi tr ca sn phm. C nhng khuyt tt c th gy nguy him cho ngi tiu dng. Nhng cng ty sn xut t, chi v dc phm phi thu hi ngay bt k sn phm no c kh nng, d cc nh, gy thit hi cho ngi s dng. Ci g quyt nh trng thi ngi mua rt hi lng hay khng hi lng vi mn hng mua? Mc hi lng ca ngi mua l mt hm ca mc gn nhau gia nhng k vng ca ngi mua sn phm v nhng tnh nng s dng nhn thc c ca sn phm. Nu nhng tnh nng s dng ca sn phm khng tng xng vi nhng k vng ca khch hng th ngi khch hng s khng hi lng. Nu n p ng c nhng k vng th khch hng s hi lng. Nu n vt qu k vng th ngi khch hng s rt hi lng. Nhng cm gic ny s dn n hai trng hp khc

nhau, hoc l khch hng s mua sn phm na v ni tt cho n, hoc l ni xu v sn phm vi ngi khc. Ngi tiu dng hnh thnh nhng k vng ca mnh trn c s nhng thng tin nhn c t ngi bn, bn b v nhng ngun khc. Nu ngi bn qu phng i nhng ch li, th ngi tiu dng s cm thy nhng k vng ca mnh khng c thc hin v iu s dn n s khng hi lng. L thuyt ny cho rng, ngi bn phi qung co sn phm ca mnh mt cch trung thc v nhng tnh nng s dng chc chn ca n cho ngi mua s cm thy hi lng. C nhng ngi bn, thm ch cn c th h thp mc ca nhng tnh nng s dng, cho ngi tiu dng s cm thy hi lng cao hn mong i vi sn phm . Ngi bn c th lm tng mc hi lng bng cch ha hn giao hng vo 4 gi chiu ri trong thc t li giao hng vo lc 2 gi chiu, hn l ha hn giao hng vo 11 gi sng, nhng ri mi n 12 gi vn cha giao c hng. Nhng hnh ng sau khi mua. S hi lng hay khng hi lng ca ngi tiu dng vi sn phm s nh hng n hnh vi tip theo. Nu ngi tiu dng hi lng th xc sut ngi s mua sn phm y na s ln hn. Nhng s liu v vic la chn nhn hiu t cho thy c mi tng quan cht ch gia trng thi rt hi lng vi nhn hiu mi nht mua v nh s mua nhn hiu na, V d 75% s ngi mua Toyota rt hi lng v gn 75% c nh s mua Toyota na, 35% s ngi mua xe Chevrolet na. Ngi khch hng hi lng cng s c xu hng chia s nhng nhn xt tt v nhn hiu vi nhng ngi khc. ng nh li nhng ngi lm Marketing vn thng ni: "Khch hng hi lng l cch qung co tt nht ca chng ta". Ngi tiu dng khng hi lng th phn ng khc nhau. Anh ta s c gng lm gim bt mc khng ng v con ngi lun c gng "to nn mt s hi ha ni ti, s nht qun hay s ph hp gia cc kin, s hiu bit v gi tr ca mnh". Nhng ngi tiu dng khng ng s phn ng theo mt trong hai hng hnh ng. H c th c gng lm gim bt mc khng ng bng cch vt b hay em tr li sn phm hay h c th c gng tm kim nhng thng tin xc nhn PHN TCH TIN TRNH A RA QUYT NH S DNG CC SN PHM CA MOVENPICK SAIGON CA KHCH HNG

1. thc vn Ngi khch doannh thng b tc ng bi hai tc nhn chnh l tc nhn bn trong v tc nhn bn ngoi. Tc nhn bn trong: ngi khch doanh thng phi i cng tc, lm n vi khch hng ca h Si Gn nn h c nhu cu tm mt ni n ngh cho mnh, hoc cc doanh nghip, cc c nhn trn a bn thnh ph c nhu cu thu khch sn cho i tc hay bn b, ngi thn ca mnh trong thi gian h v lm vic ti Si Gn. Tc nhn bn ngoi: nhu cu ca ngi khch doanh thng cng xut pht t nhng tc nhn kch thch t bn ngoi. C th h nhn thy mt qung co ca khch sn Movenpick Saigon trn bo, cc trang web, hay hnh nh xut hin trong mt b phim. Bn cnh ngi khch cn b kch thch bi li k ca ng nghip, bn b sau mt chuyn i vo Si Gn cng tc hay du lch ca h. T nhng tc nhn kch thch ny, trong ngi khch doanh nhn ny hnh thnh mt nhu cu l tm mt ni c v tr thun li, gi c hp vi ti tin, v dch v tt. v cng t nhng tc ng ny m hnh nh Movenpick SaiGon hin ln u tin trong tm tr ca v khch doanh thng. 2. Tm thng tin Khch doanh thng s nhy cm hn vi nhng thng tin v khch sn Movenpick Saigon nh nhng qung co trn mng, hay nhng cuc tr chuyn ca bn b ngi c kinh nghim tri qua nhng dch v ca Movenpick Saigon Bn cnh khch cn c th tch cc lao vo tm kim thng tin. H tm c cc trang qung co ca Movenpick Saigon, gi in thoi trc tip cho bn b, ngi quen ngi s dng dch v ca Movenpick Saigon. Hay h c th gi in cho i tc nh tm kim thm thng tin. 3. Tin hnh so snh vi mt s khch sn ni ting khc Nhng im trung a. u im ca khch sn Movenpick Saigon V tr: 253 ng Nguyn Vn Tri, qun Ph Nhun, thnh ph H Ch Minh. y l v tr kh thun tin

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1. a ra quyt nh. Vic a ra quyt nh s dng cc dch v ca Movenpick Saigon ca khch b nh hng bi hai yu t.

Th nht l thi ca nhng ngi khc. Nu nhng ngi gn gi vi khch c kin ng h quyt nh ca h th kh nng h s ti Movenpick cao hn, ngc li khi c nhng kin phn i nh ny th kh nng khch ti Movenpick s gim xung. Th hai l nhng tnh hung, yu t bt ng khin h quyt nh chn im n l Movenpick. Cc yu t xy n nh h bit gi phng ca mt s khch sn 5 sao khc cao hn gp i hoc gp ba gi ti Movenpick trong khi cht lng phc v cng khng tt hn l my. iu ny c nh hng rt ln ti quyt nh ca khch, s d khng phi bt c v khch doanh thng hay v khch du lch no cng giu c n mc khng tnh ton ti chi ph n ngh khi h c mt chuyn du lch hay cng tc ti mt ni khc. Bn cnh thu nhp ca h cng b gii hn mc h c th chi tr cho cc dch v ca Movenpick cn cc khch sn 5 sao khc th khng th. 2. Hnh vi hu mi. Sau khi s dng cc dch v ca Movenpick Saigon khch hng s c nhng cm nhn khc nhau. Th nht l nhng cm nhn tch cc: h cm thy hi long vi nhng g m Movenpick mang li, hoc rt hi lng l nhng tc ng tch cc, v chc chn sau h s tip tc n vi Movenpick Saigon Th hai l nhng cm nhn tiu cc: khch hng s cm thy khng hi lng vi cch phc v ca nhn vin hoc n ti Movenpick khng c ngon. Khi h s thng tin nhng tin tiu cc v Movenpick Saigon vi nhng ngi khc v h s khng quay tr li Movenpick Saigon. Nhim v t ra Tuy Movenpick Saigon c nhng li ch nht nh so vi cc khch sn 5 sao khc trn a bn thnh ph H Ch Minh, nhng do mi ra i, cc dch v tuy c cht lng tt nhng vn cha theo kp cc khch sn khc. V vy nhim v t ra l cn tin hnh i mi hn na v phong cch phc v ca nhn vin. y c th c coi l cha kha cho s thnh cng trong tng lai.

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