Trng i hc Bch khoa H ni Vin CN Sinh hc v CN Thc phm

Marketing Thc phm

Dng cho sinh vin ngnh CN Sinh hc CN Thc phm PGS TS Nguyn Duy Thnh ndthinh.bk@gmail.com T: 0913.349.796

Ti liu tham kho

1- Marketing - 300 trang
PGS TS Trn Minh o, NXB Thng k 1999

2 Nguyn l Marketing -

277 trang

Nguyn nh Th, Nguyn Th Mai Trang, NXB i hc Quc gia TP HCM, 2003

3 Food Marketing -

487 trang

David J. Schaffner, William R. Scroder, Mary D. Earle

Mc ch yu cu ca mn hc

Cung cp cho sinh vin nhng kin thc c bn v nh marketing trong sn xut v tiu th cc sn phm thc phm Xy dng chin lc sn phm da trn h thng marketing.

M u
1.1 - S ra i v pht trin ca marketing thc phm trong h thng marketing - Thc phm l sn phm hng ho ph dng nht trong tt c cc loi hng ho ang tn ti trn th trng - Thc phm c vai tr quyt nh i vi s sinh tn ca con ngi v l nhu yu phm ca tng con ngi, trong tng ngy - Sn phm thc phm c sn xut vi quy m ngy cng ln, cht lng ngy cng cao v s cnh tranh gia cc cng gi ty, cc quc gia v thc phm ngy cng quyt lit mang tnh ton cu. - S ra i v pht trin marketing thc phm nh mt mn khoa hc l tt yu

M u
1.2 - Vai tr ca marketing trong s pht trin ca ngnh cng nghip thc phm ca Vit nam - Vit nam thot khi nguy c ca s i ngho v tr thnh mt nc c cng nghip pht trin - Nng nghip Vit nam c nhng tin b vt bc v nh tr thnh mt trong nhng nc cung cp thc phm cho nh th gii v: Thu sn Lng thc - C ph - Ht iu Ht tiu Rau qu - Ch - .v.v. - Sn phm thc phm Vit nam cn n chin lc marketing m rng th trng, pht trin sn xut v tiu th sn phm, tng thu nhp quc dn t sn xut t nng nghip

Ton cnh th trng thc phm th gii

Doanh thu bn l ton cu: 2.700 t USD Ring M: 650 t Ti Chu u: 750 t Vng ng : 500 t Sc pht trin : 1,5%

Chng 2

H thng sn xut thc phm 2.1 Ba h thng trong sn xut thc phm 2.1.1 - H thng nng nghip sn xut nguyn liu c bn cho ch bin thc phm (trng trt, ch chn nui, nui trng v nh bt thu sn) 2.1.2 - H thng cng nghip sn xut thc phm 2.1.3 - H thng thng mi tiu th sn phm thc phm

Ba h thng trong sn xut thc phm

1 - Nng nghip

3 - Thng mi

2 - Cng nghip

2.1.1 - H thng nng nghip n nghi H thng nng nghip bao gm cc lnh vc: - Trng trt - Chn nui gia sc, gia cm - nh bt v nui trng thu sn H thng nng nghip cung cp nguyn liu c gi tr dinh dng sn xut thc phm lm thc n cho con ngi v cho vt nui

2.1.2 - H thng cng nghip H thng cng nghip bao gm cc lnh vc: - Cng ngh sau thu hoch - Cng nghip sn xut cc sn phm thc phm - Cng nghip ng gi, bo qun v d tr nng sn - thc phm

2.1.3 - H thng thng mi

H thng thng mi bao gm cc lnh vc: - Vn chuyn v bo qun thc phm hng ho - Phn phi thc phm hng ho n tay ngi tiu dng thng qua cc knh phn phi ni a hoc quc t

2.2 - Mi tng quan gia 3 gi trong h thng sn xut thc phm

- Lun lun c tn ti s tng tc 3 h thng mt cch hu c. - S pht trin ca h thng ny l tin cho s pht trin ca h thng kia - S suy gim ca h thng ny l nguyn nhn lm cho h thng kia khng pht trin

2.3 H thng sn xut thc phm trong nc

- Vi mc ch cung cp sn phm thc phm thit yu cho ngi tiu dng ni a - m bo an ninh quc gia v lng thc v thc phm - m bo nhu cu dinh dng cho nhn dn

2.4 - H thng sn xut thc phm trong mi trng ton cu ho

- Mi vng t c th mnh ring trong vic pht trin nhng lnh vc nht nh trong h thng nng nghip v th to ra nhng sn vt m ni khc khng c hoc nu c th cht lng thp hn hoc gi thnh cao hn - Kinh t th gii khng cn trong th t cung t cp m mang tnh ton cu nn sn phm thc phm cng mang tnh ton cu, - S giao thng sn phm thc phm trn ton cu to ra s chuyn bin mnh m trong h thng thc phm

2.5 S hnh thnh h thng sn xut thc phm h da trn mi tng quan gia nhu cu tiu th thc gi phm v kh nng sn xut thc phm n 2 vn mi ca thc phm th gii: - Th gii lun lun trong tnh trng thiu thc phm - Th gii thng xuyn ng trc nguy c bng n gi thc phm do s mu thun gia cung v cu, gia nng lc sn xut thc phm v s gia tng dn s, do thin tai .v.v.

Thiu lng thc, thc phm ang de do cuc sng ca hng triu ngi cc nc chm pht trin trn th gii

Chng 3

Ngi tiu dng thc phm

3.1 Phn loi khch hng tiu th thc phm Khch hng ln tiu th thc phm : cc doanh nghip s dng thc phm vi t cch l nguyn liu ch bin thnh cc sn phm thc phm khc Khch hng nh tiu th thc phm : h gia nh v c nhn ngi tiu dng Khch hng nc ngoi Khch hng trong nc

3.2 Cc yu t nh hng n s bin ng trong tiu th thc phm

- S bin ng ca nn kinh t quc dn ( tng trng t hoc suy thoi) - Cc yu t v dn tc, vn ho, x hi, gio dc , v tn gio - Cc yu t v thu nhp quc dn v thu nhp ca cc tng lp dn c trong x hi

3.2 Cc yu t nh hng n s bin ng trong tiu th thc phm

- Cc yu t v gii tnh, la tui, tnh trng sc kho t cng ng, - Cc yu t v thi quen, truyn thng v s thch khu vc - Cc yu t v ngun li t nhin v kh nng cung n cp thc phm ti ch

3.2 Cc yu t nh hng n s bin ng trong tiu th thc phm

- Cc yu t v lin kt kinh t khu vc v kinh t ton cu - S pht trin ca cng ngh v thc phm thay th - Cc yu t khc

3.3 Cch ng x ca khch hng tiu th thc phm

Thi ca ngi tiu dng. ng c v s hiu bit Qu trnh quyt nh tiu th thc phm v s tr hnh thnh thi quen

Mi quan tm ca ngi tiu dng i vi thc phm 4.1 Quan tm v gi tr dinh dng ca thc phm Nhu cu dinh dng ca ngi tiu dng Mi quan tm v dinh dng ca tng loi ngi tiu dng S la chon thc phm theo nhu cu dinh dng Thc phm chc nng v sc kho ca tng i n tng ngi tiu dng

Chng 4

Chng 4

Mi quan tm ca ngi tiu dng i vi thc phm 4.2 Quan tm v cht lng v sinh an ton thc phm An ton v sinh hc An ton v ho hc v vt l hc 4.3 - Quan tm v cht lng thc phm Cht lng thc phm theo cc ch tiu cm quan (mi, v, mu sc) Cht lng thc phm theo cc ch tiu kch thc, hnh dng, trng thi ca thc phm h Cht lng bao b thc phm b Cht lng theo tui th ca thc phm

Chng 4

Mi quan tm ca ngi tiu dng i vi thc phm

4.4 - Quan tm v tnh tin dng ca thc phm Tnh tin dng khi lu tr v bo qun tr thc phm Tnh tin dng khi s dng

Chng 4

Mi quan tm ca ngi tiu dng i vi thc phm 4.5 Quan tm v x hi v mi trng - S tiu th thc phm v vn mi trng sng ca cng ng - Sn xut v tiu th thc phm vi vn x hi

Chng 4

Mi quan tm ca ngi tiu dng i vi thc phm 4.6 Vn o c trong sn xut v tiu th thc phm Thc phm v vn sc kho cng ng Thc phm v vn tn ti v pht trin lnh mnh ca con ngi

Chng 5

Ni dung v quy trnh marketing tr trong kinh doanh thc phm

5.1 Vai tr ca marketing trong kinh doanh thc phm - Cc nh hng kinh doanh ca doanh nghip thc phm - Vai tr v v tr ca maketing trong hot ng kinh doanh thc phm

Chng 5

Ni dung v quy trnh maketing tr trong kinh doanh thc phm

5.2 Cc khi nim c bn ca maketing thc phm - Marketing thc phm l thc hin cc hot ng kinh doanh nhm hng vo dng vn chuyn hng ha v dch v t ngi sn xut ti ngi tiu th hoc ngi s dng.(Theo hip hi marketing ca M AMA nh ngha). - Marketing thc phm l lm th no lin kt hi ha c 3 h thng: Nng nghip, Cng nghip, Thng mi v bn c sn phm.

5.3 Ni dung v quy trnh marketing thc phm tr

Tho mn khch hng l bn phn v mc ch ca mi nh hot ng kinh doanh... Khch hng khc nhau s c cch nhn nhn gi tr ca sn phm khc nhau, v chi c h mi bit m thi. Vic qun l khng c ngha l bn c i tm cc cu tr li t pha khch hng m lun to ra h thng hng ti ngi tiu dng.

Cc hot ng th trng thc phm bt u din ra khi nhng tin b cng ngh gip ngi nng dn c th trng trt, gip ng dn c th nh bt c vi mc sn lng vt ch tiu. Sn xut thc phm t xa n nay vn lun l qu trnh tr chuyn cc nguyn liu th, d hng ly t ng thc vt thnh cc loi thc phm ngon, giu cht dinh dng, gn nh v d dng mang i khp ni Phi xc nh nhiu th trng c bit l th trng bn l, l, ang c quan tm nht i vi mt sn phm v t pht trin mt k hoch maketing t n th trng . .

Chng 6

Thng hiu trong kinh doanh thc phm

6.1 Thng hiu v thnh phn ca n

- Khi nim v thng hiu thc phm

Thng hiu l tn ca hng sn xut gn lin nhng tnh cht nh c trng ca sn phm m c ngi tiu dng tha nhn

- Cc thnh phn ca thng hiu thc phm

+ Tn ca hng sn xut v tn sn phm do hng lm ra + Cc tnh cht c trng ca sn phm v: *Bao b, hnh dng, kch thc, biu trng b h *Cc tnh cht cm quan ca sn phm *Cc tnh cht ho hc, vt l ca sn phm + S tip cn vi khch hng

6.2 Nhng nguyn tc c bn Nh xy dng thng hiu

- Lin tc duy tri s n nh mc cht lng sn phm s - C mc cht lng cao - Sn phm phi c gi bn tng ng vi mc cht lung ph v tng mg vi i tng tiu dng - C phng php tip cn khch hng hp l v trung thc

6.3 Tnh cht c bn ca b thong hiu sn phm

Ba tnh cht ca thng hiu - Tnh khng gian - Tnh thi gian - Tnh tng thch

Ba tnh cht ca thng hiu 6.3.1 - Thng hiu c tnh khng gian Tu theo quy m sn xut sn phm ca doanh s s nghip m to ra khng gian hot ng ca thng hiu. Khi lng sn phm sn xut ra cng nhiu s s thi s lng khch hng cng ln (k c trong nc c v ngoi nc).

Ba tnh cht ca thng hiu

6.3.2 - Thng hiu c tnh thi gian Sn phm c cht lng cng n nh v nng cao theo thi gian th cng to ra s tin cy cu ngi th cu tiu dng v sn phm cng sng lu. Nu sn s s phm b mt uy tn, cng c ngha l thi gian tn ti ca sn phm ngn v sn phm s b cht s s

Ba tnh cht ca thng hiu

6.3.3 - Thng hiu c tnh tng thch S tng thch gia cht lng v gi bn sn gi s phm Gi bn ca sn phm phi ph thuc vo i s phi tng ngi tiu dng

6.4 - Gi tr ca thng hiu v nhng nh nguyn tc duy tr v tr pht trin uy tn ca thng hiu thc phm
6.4.1 Gi tr ca thng hiu - L uy tn ca doanh nghip i vi ngi tiu dng - Khng nh cht lng ca sn phm - L nim tin ca khch hng i vi sn phm c, ang c v s c ca doanh nghip do n c kh nng bin n ngi tiu dng thnh khch hng thng xuyn v lu di i vi sn phm - Nh c nim tin ca khch hng m s lng ngi tiu dng ngy cng tng ln, to iu kin cho doanh nghip t cng c thm tnh thi gian v khng gian ca thng hiu

6.4.2 - Nhng nguyn tc duy tr Nh tr v pht trin uy tn ca thng hiu

-

Lun gi ch tn i vi khch hng gi ch Lun tm cch tho mn mi nhu cu ca khch hng v t cht lng v chng loi sn phm C chin lc pht trin th trng ng n, ly khch hng lm v tr trung tm C s hp tc vi cng ng cc doanh nghip vi tinh thn cnh tranh lnh mnh C chnh sch hu mI tho ng v phn chia li nhun hp l trong h thng sn xut thc phm

Chng 7 H thng tiu th sn phm thc phm

7.1 Cu trc ca h thng tiu th thc phm

7.1.1. - Chc nng ca h thng tiu th thc phm n - Bn cht hot ng tiu th thc phm l hot ng trao i nhng sn phm gia cc c nhn hay t chc - Th trng thc phm: Th trng thc phm c th hiu l bao gm cc hot ng cn thit trong h thng thc phm gip cho vic trao i hng ho v dch v lin quan n thc phm nhm tho nhu cu v th hiu ca ngi tiu dng (c nhn hay t chc)

c im ca th trng thc phm

- Tt c mi ngi trn th gii u tham gia vo hot ng mua bn thc phm. - Cc sn phm thc phm thng nhanh hng v cn c bn ra lin tc nn i hi phi c vic x l v kim k nhanh chng

7.1.2 - nh gi hiu qu ca h thng tiu th thc phm

Hiu qu ca h thng tiu thu thc phm c nh gi theo cc tiu ch sau y: y: - Tng sn lng sn phm c tiu th trong mt n v thi gian (thng, qu, nm, 5 nm) - Th phn m sn phm t c (%)
-

Khch hng thng xuyn Li nhun thu c trn mt n v vn Tn sut quay vng vn trong nm

7.1.3 - Mi tng quan gia nh sn xut v h thng gi tiu th sn phm thc phm
-

Ngi sn xut v h thng tiu th lun gn b mt thit v tng tc qua li

Nh sn xut

Ngi tiu dng

H thng tiu th

7.2 T chc h thng tiu th thc phm

Nh Nhng nguyn tc c bn xy dng h thng tiu th thc phm Cc yu t nh hng ti cu trc ca h thng tiu th thc phm Mi quan h dc v ngang ca h thng tiu th thc phm Thit k v qun l cc knh tiu th (bn bun v bn l)

7.3 Bn l v cc dch v thc phm

Tng quan v cng nghip bn l thc phm v dch v thc phm Cc gii php phn phi Vn ton cu ho bn l v dch v thc phm Cnh tranh v xu th trong bn l v dch v thc phm

Chng 8

Sn xut thc phm v vn xy dng th trng thc phm

8.1 Sn xut thc phm

Thc phm ti sng Thc phm cng nghip Vn ng gi, vn chuyn v h thng bo qun thc phm

8.2 Xy dng th trng thc phm Cc quan im v th trng thc phm

Phn loi th trng thc phm iu tra th hiu ngi tiu dng v xc lp th trng mc tiu iu tra thi ca ngi tiu dng v xy dng chin lic sn xut hng ti th trng mc tiu. T chc h thng phn phi hp l v li ch ca x hi v v li ch ca ngui tiu dng Cc dch v khch hng.

8.3 Chin lc thng hiu theo chu k sn phm

Khi nim v chu k sng ca sn phm Cc giai on ca chu k sn phm : giai on hnh thnh sn phm mi, giai on tng trng, t giai on bnh n, giai on suy thoi. b

8.4 - nh gi sn phm thc phm

ngha ca gi c trong marketing thc phm Cc phng thc nh gi sn phm Chin lc nh gi tng hp Quy trnh nh gi sn phm tr Mt s nguyn tc trong vic iu chnh gi bn bun v bn l

8.5 Nhng ri ro trong nh gi Nh sn phm thc phm

Ri ro v vt cht Ri ro v ti chnh Ri ro v gi c

8.6 Pht trin th trng tng lai

- Nhng nguyn tc tm kim th trng trong Nh t tng lai - Xy dng th trng mc tiu v pht trin th phn c li th cnh tranh

Chng 9

Thng mi thc phm trn th gii

9.1 Tnh cnh tranh quc t trong lnh vc thng mi thc phm

- Thng mi thc phm quc t tao ra s a dng cho s la chn - Thng mi thc phm quc t ci thin tnh cnh tranh ca h thng tiu th thc phm - S giao lu cng ngh v s tng cng hiu qu t ca h thng tiu th thc phm

9.2 Phn tch cung cu trong thng mi quc t

Tnh c trng ca cc sn phm thc phm theo vng S trao i sn phm thc phm lin quan n s trao i vn ho v du lch v

9.3 - nh hng ca t gi hi oi n thng mi thc phm quc t nh hng ca s bin ng t gi hi oi n xut khu thc phm nh hng ca s bin ng t gi hi oi n nhp khu thc phm

9.4 Nhng ro cn trong h thng Nh thng mi thc phm quc t - Ro cn v k thut Ro cn v thu xut nhp khu v cc l ph Ro cn v tr gi nng nghip Ro cn v s bt ng gia cc Chnh ph gi Cc bin php gim thiu cc ro cn trong thng mi thc phm Quc t v thc phm

Chng 10

Qun l v pht trin sn phm thc phm

10.1 Qun l sn phm

Thu

thp thng tin trong nc v th gii v th trng thc phm Cc thng tin t ngi tiu dng v sn phm ca doanh nghip Qun l tuyn sn phm n Qun l tuyn sn phm t hp iu chnh cc chnh sch qun l

10.2 Pht trin sn phm mi

Nghin

c th trng th cp Nghin cu th trng s cp Tip cn h thng trong qu trnh pht trin sn tr phm mi Xy dng phng n pht trin sn phm mi T chc sn xut v tiu th sn phm mi Qun l qu trnh pht trin sn phm mi tr

Chng 11

Xc tin thng mi cc sn phm thc phm

11.1 Gii thiu Bn cng c chnh s dng trong qung co hn hp

1 - Qung co: l vic a ra cc thng tin bi mt co: hng qung co c quyn pht hnh,thng thng qua cc phng tin nh:Ti vi, i, bo nh: bo 2 - Pht trin bn hng: bao gm phm vi hot ng hng: rng ln nh: bn hng trc tip ti siu th v c nh: trng by hng mu cho khch hng dng th,chuyn hng theo ng bu in hay cc phiu thng hin vt

3 - Quan h cng ng: bao gm vic xy dng tt ng: mi quan h vi cc cng ty khc, m rng bi vic t c nhng qung co thun li, xy dng nn mt hnh tng tp on tt , v iu khin hoc i trc ngn chn nhng tin n ,nhng cu chuyn hay s kin khng c li. li. 4 - Bn hng trc tip: l s gii thiu bng li ni tip: trong cuc i thoi vi mt hoc nhiu khch hng tim nng vi mc ch bn hng, mt cng c quan trng hn rt nhiu cho nh my sn xut thc phm v cc nh sn xut hn l cho ngi bn l. l.

11.2. Xc tin sn phm

Nhm to ra s ng h ca cc nh bn bun v nhng ngi bn l sn phm Cc nh sn xut c th la chn chin lc cnh tranh bng cch khuy ng nhu cu th trng qua sc y v sc ht Bao gm: Chin lc thc y: nhm to ra sc y i vi th trng y: tiu th thc phm, cc nh sn xut s dng: - Cc phng php qung co hng ho thc y sn phm qua cc knh phn phi - Khuyn khch v gi nhm thu ht ngi bn bun v ngi bn l bun bn sn phm

Chin lc li ko: nhm to ra sc ht i vi th k h trng thc phm cc nh sn xut kt ni trc c nh tip vi khch hng v da trn khch hng kh h v kh h yu cu i l bn l mang hng n, v th to l h v sc ht sn phm qua knh . h Ph h c th v Phi hp c thc y v li ko Qung co to k Qu c ra sc ht ca sn phm i vi ngi tiu dng h gp phn b sung cho chin lc thc y pht ph trin trin k thut bn hng. hng.

Nh sn xut

Nh sn xut

Nh sn xut

Nh bn bun

Nh bn bun

Nh bn bun

Nh bn l

Nh bn l

Nh bn l

Ngi tiu dng

Ngi tiu dng

Ngi tiu dng

Chin lc thc y
Gm: - Chin lc thc y s phn phi hng ha - Chin lc thc y s tiu th sn phm

Chin lc thc y s phn phi hng ha - Ngi bn bun v ngi bn l l nhng khch hng tim nng cho chin lc ny. ny. - Mc tiu ca cc k thut qung co, cc k hoch thc y tin t v phi tin t...l nng t...l cao hiu qu bn hng. hng.

Chin lc thc y s tiu th sn phm

L ngi sn xut y mnh tiu th ti ngi phn phi v ngi bn l c thc hin trc tip n tng thnh vin ca ngun phn phi C th nhn cc hao ph thng mi v gi c n hng, hng ha min ph, hp tc qung co... L vic cn thit m bo thnh cng ca 1 nhn hiu

Chin lc li ko
Gm: Li ko ngi tiu th Li ko s tiu th ca ngi tiu dng

Li ko ngi tiu th

- L c s ca chin lc thu ht - L vic m ngi sn xut gi trc tip n ngi tiu th, b qua ngi bn l - L khuyn khch ngi tiu dng dng th hoc thng xuyn s dng sn phm.

Li ko s tiu th ca khch hng Cc phng thc li ko Cc nh sn xut s dng nhiu phng thc khc nhau nh: gim gi, phiu mua hng,phn thng, khuyn mi,...

Phng thc c hiu qu nht l: cho khch hng dng th cc sn phm qung b cch trnh by, mu sc, mi, v ...Tuy nhin rt t.

11.3 - Qun l thng hiu

Cc vn cn gii quyt + Ph bin nhn hng + Hnh nh nhn hng + Khuyn khch KH s dng ln u v tip tc mua + Xy dng lng tin i vi khch hng Quyt ton ngn sch + Kh nng + % doanh thu + T xut cnh tranh ngang nhau

Trn cc phng tin truyn thng + Loi phng tin truyn thng + Phm vi, mc + Thi gian

Chin lc sng to + La chn thng ip + Nghin cu vn ho, ngn ng + Sc li cun ca thng ip

Thc hin v kim sot +Mi quan h gia cng ty qung co v nh qung co +nh gi v cc phng tin lin lc v doanh s

Vn cn gii quyt

Phi to s khc bit v hnh nh ca mt hng mt hng l c nht trong tm tr ngi tiu dng Cc nh sn xut da vo nng lc sng to ca mnh cn nhc a ra cc chnh sch chin lc trn cc phng tin thng tin i chng. Qua cc sn phm trn th trng c c ch ng vng chc v tng i bn lu Gim c marketting phi c s kho lo trong iu chnh gi c

QUYT NH NGN SCH Trc khi qung co ngn sch chi cho qumg co phi c xc lp Trn thc t iu kh khn l phi m bo: + Khng cho vic qung co nh hng n doanh thu v nh hng n nhim v. + a ra mt cng thc d on chnh xc cc kt qu ti mt mc nht nh ca cng qung co.

Quyt nh ngn sch da vo:

T

l doanh thu nng v ti chnh

Kh T

sut cnh tranh ngang nhau

T l trn doanh s
cng ty thng quyt nh ngn qu cho vic qung co trong tng lai da trn doanh thu ca nm trc.
Cc

Nu p lc cnh tranh ln, h c th phi trch thm ngn qu duy tr th phn ca nhn hiu (hng ho). Tr ngi ca phng php ny l khng th xc nh c li nhun ca vic chi tiu cho qung co ti mt mc nht nh. V thc t, c th tiu ht tin m hu nh khng tng li nhun.

Kh nng v ti chnh.
Rt nhiu cng ty, c bit l cc cng ty nh s dng phng php kh nng v ti chnh. Phng php ny c ngha l h d tho ngn sch cho nhng vic m h ngh cng ty c th thc hin c. Nhc im: quy m qung co thng b hn ch do ngn sch hu hn

MC TIU V NHIM V khi hoch ton ngn sch

1. Xc nh cc mc tiu qung co v: th phn, tng trng doanh thu v cc mc tiu khc. 2. Xc nh cc nhim v cn phi thc hin hon thnh nhng mc tiu ny.
Quyt nh cng ty s phi chi nhng g thc hin nhng mc tiu ny. Cc nhim v s khc nhau tu thuc vo mt s yu t nh: + Cc giai on trong chu k sng. + Th phn . + Cnh tranh v s hn lon . + S phn bit cc sn phm .

HOCH NH TRUYN THNG

- L vic la chn cc phng tin truyn thng: thng: truyn thanh, truyn hnh, bo ch .v thc hin chin dch qung co sn phm - Ni cch khc: Hoch nh truyn thng l bin khc: nhng mc tiu ca doanh nghip thnh hot ng qung co - Hoch nh truyn thng hng ti mt lng ln khch hng tim nng vi chi ph thp nht v hiu qu cao nht. nht.

Cc yu t cu thnh hoch nh truyn thng Khch hng mc tiu Nhng yu cu v lin lc, yu t sng to a im m sn phm c phn phi Ngn sch Hiu qu cn bng gia tip cn-tn s-lin cnstc p lc cnh tranh

Trng tm ca hoch nh truyn thng

L cn bng gia tip cn v tn s - Tip cn: L tng s ngi m mt thng ip c giao ti (gin tip hoc trc tip) - Tn s: l s ln qung co c pht i trong mt thi gian quy nh (thng l 1 tun) - Tnh lin tc: thi gian m k hoch qung co c gi tr.

K hoch qung co

Sau khi cn bng gia tip cn v tn sthc hin s k hoch qung co: Vi cc sn phm tiu th u n trong nm: th k hoch qung co c th hin 3 th:
- lin tc - xung vung - bc thang

Cc th cho k hoch qung co

Time period

Time period

Time period

Lin tc

Xung vung

Bc thang

Dng lin tc: cung cp y mt mc qung co nht nh trong mt thi gian nhng vic duy tr mc tn s mt cch lin tc l cch gii quyt mt cch cc k tn km. Kiu xung vung xut hin nhng khong trng gia tng ng vi thc t l trong khong thi gian khng thc hin chin dch qung co. Kiu bc thang a dng v cc tn s ca cc loi qung co nhng duy tr c mc ban u.

Chin lc sng to

Thnh phn ch yu cho mt chng trnh qung co l ni dung thng ip v to ra thng ip bng cch no V d: d: Hai kiu li cun chnh thng c s dng trong tip th thc phm l s li cun da trn l tr nh s dinh dng v s li cun cm xc nh thc y sc mua thng qua s mong mun, s s hi, sai lm hoc xu h. h. Vi mt php phn tch c h thng v ni dung ca vic qung co trn bo, tp ch v tivi, mt tng hay v s miu t c th chp nhn c ca vai tr gii tnh, vai tr tui tc, v th c trng hng ngy, v quan h x hi trong mi quc gia ring bit c th t c. c.

 qun l v thc hin chng trnh hay chin dch qung co thng s dng trung gian qung co bi li th ca trung gian l s thnh tho, chuyn mn ho trong vic mua phng tin truyn thng, sng to ra cc dch v v nghin cu th nghim. nghim.

Bn hng c nhn

S khc bit c bn gia bn hng c nhn v cc loi khc ca hot ng qung co l c nh hng ln nhau: ngi cung cp v khch hng gp g nhau trn c s trc tip. Hai chc nng chnh ca ngi bn hng l gip khch hng mua hng v cung cp kin phn hi t khch hng n cng ty. Bn hng c nhn ch c th c s dng khi n a ra c nhng li ch r rng khi so snh gia qung co hay xc tin bn hng. Bn hng c nhn l mt phn ca tng th mi quan h ngi mua - ngi bn. Trong tip th cng nghip, mi quan h ny thng a dng, c bit i vi cc khon chi ph ch yu.

Qu trnh qun l bn hng

Cc hot ng chnh ca qu trnh 1. Xc inh vai tr c nhn trong hot ng xc tin qung co v cng c mc tiu ca ngun lc bn hng. 2. Quyt nh qui m v c cu ca lc lng bn hng. 3. Chn ngi bn. 4. o to ngi bn. 5. Quyt nh c s tr cng cho lc lng bn hng. 6. inh r t chc ca lc lng bn hng. 7. a ra nhng tiu chun thc hin. 8. nh gi vic thc hin.

Vai tr ca lc lng bn hng: Trong Marketing cng hng: nghip ngi bn hng lin kt nh sn xut vi khch hng nh mt ng dy thng tin: t nh tin: sn xut ti khch hng c t khch hng n nh sn xut, duy tr nhng khch hng cng nghip v thc y hot ng mua v bn. bn. Lc lng bn hng c th c xy dng da trn c s a li, c s hng ha hoc c s khch hng Mc tiu ca ngun lc bn hng l m bo vic tiu th lng hng ho trong tng khu vc xc nh v m bo doanh s bn ra v li nhun theo k hoch

Tip th hng ho
Qung co hng ha l nhm to ra thng tin v nhng thuc tnh c bn ca sn phm ti nhng khch hng v s c nhm mc ch ko di nhu cu v sn phm ca ngi tiu dng. dng. Mc ch cui cng ca bt k chng trnh qung co no cng nhm ko di nhu cu v sn phm qua vic thu ht nhng khch hng mi hoc ko di thi gian s dng sn phm ca nhng khch hng c.

Qung co hng ho v nhn hng

Qung co hng ho v nhn hng c nhng kt qu ng nht v thi ca khch hng,v s l s thc y i vi c nhn cc nh qung co nhn hng xc tin qung co cc sn phm ca h,do nhng ngi bn h ng khc s c li m h khng phi tr cho phn chi ph qung co Cc sn phm c gi l hng ho th th qung co bi cc nhn hng trong trng hp ny c th di chuyn th phn nhng khng lm tng lng tiu th tng s. Nn cng nghip cho thy qung co hng ho nn thng nht v nhn hng.N gi s ch ca khch hng ti nhm sn phm v cc thuc tnh ca sn phm m n thng dng,khng nn c thng tin trn thng bo cho khch hng tin rng mt nhn hng khc vi ci khc

Nhng li ch ca qung co hng ha

Qung co hng ho v cc chng trnh qung co c h ho tr c c tc ng tuyt i ln s bn hng, s gia tng b h c li ln cho cc nh sn xut. c nh Qung co nhn hng cng nh l qung co hng c h l c h ho ho c th lm tng nhu cu tng s i vi mt l mt hng v c th b sung cho nhau. h v Cc t chc qung co v bn sn phm ngoi trc c v ngo tip lm tng nhu cu tiu th,n cn nh hng ti l th,n tc thay i trong sn xut v marketing. v

Kt lun v vn qun l thng hiu

Nhng ngi bn thc phm c th a ra nhng cch khc nhau trong vic tiu th sn phm ca h Cc phng thc thc y bao gm qung co, khuyn mi, quan h cng chng v bn l. Trong Marketing loi hng tiu dng c ng gi, vic kt hp cc phng thc trn c dng ph bin hn vic ch p dng qung co. Ngi sn xut thc phm c hai mc tiu chnh i vi vic n lc qung co: i l bn bun bn l v khch hng. S n lc trc tip trong phn phi v tiu th c bit n nh: Xc tin thng mi, khu tr phn trm ho n, ra im li tc (POP), qung co kt hp

Trong qun l qung co, ngn sch l lng chi ln, c xc nh bng s tin bao nhiu m mt cng ty u t vo qung co T chc tiu th sn phm tn ti lm tng nhu cu vi mt loi hng ho bng cch thu ht nhng khch hng mi v tng sc mua ca nhng khch hng c Khi nim v sn phm ch bin v sn phm ti sng l quan trng trong vic hiu s nh hng ca qung co n sn phm Qung co c th c nh hng tt vo hiu sut bn hng to ra li nhun cho nh sn xut cng vi nhn hng ho ca sn phm

V d

Nm 1994, tr hng tri cy, nc c ga, sn phm pha ch vi nhng ci ten huyn b nh s hi nhp tri cy v dt do cm xc du ty tr thnh thch th trong cng nghip nc gii kht M. Nhng thng hiu nh Fruittopia Real Fruit Beverage, Fruit Box Fruit Drink, v Nestea (ca CocaCoca-Cola) cng c m rng ti Ne Zealand nm 1995, v c mt trong nhng gi hang lnh trong ca hng. Nhng ung thi i mi ny xut hin to ln chin thng ln ca Marketing trong thp nin.

Hoa K, Coca-Cola tr thnh thc ung Cocathi thng, Fruitoria vo u nm 1994 v u t 30 triu dolar vo m rng v hon thin hnh nh vi hnh nh sng ng v nhng khu hiu ton cu nh Fruitoria: cho tr tu, con ngi v hnh tinh. Tuy nhin bn hng ch t 60 triu dollar nm u tin, thay v d on 400 triu dollar. Thng 10, nm 1995, tp ch Wall Stress bo co rng vic tiu th ang tht bi v thng ln vo h 1995 l Mountain Dew v CocaCocaCola truyn thng.

Mt vi l do a ra gii thch cho th trng n nh Hoa K gm: Quan nim ung thi i mi khng tt cho sc kho c ch . Con ngi chn nn vi mi v ca nc tri cy thay th v tr-cola khng thng thng trt nhin hn v lu nh t hn. Thu ht s ch ca th trng nhanh nhng li nhanh chn nn Gi qu cao.

11.5 - Khi nim v xc tin thng mi thc phm

o o

Bn cht ca xc tin thong mi hn hp Cc mi lin h trong qu trnh truyn thng tr

Cc bc tin hnh hot ng xc tin thng mi

- Chun b c s vt cht trong nc - Tip cn vi khch hng

Xc lp h thng xc tin thng mi v ngn sch dnh cho qu trnh ny tr H thng xc tin thng mi ca doanh nghip v Quc gia S hp tc trong lnh vc xc tin thng mi Quc t H thng thng tin v vai tr ca h thng ny i vi vic xc tin thng mi thc phm Ngn sch dnh cho qu trnh xc tin thng mi tr thc phm

Qung co v tuyn truyn

Xy dng chin lc qung co v tuyn truyn thng hiu, nhn hiu v sn phm La chn cc phng tin dng trong qung co v tuyn truyn Nghin cu tm l khch hng, la chon ni dung v hnh thc qung co v tuyn truyn h Kinh ph dnh cho qung co v tuyn truyn nh gi hiu qa ca qu trnh qung co v tr tuyn truyn