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CHNG IV

PHN ON V LA CHN TH TRNG MC TIU


I. PHN ON TH TRNG 1. Khi nim v s cn thit ca phn on th trng on hay khc th trng l tp hp mt nhm cc khch hng hin ti v tim nng vi mt s c im chung lin quan n vic gii thch v d on phn ng ca h i vi cc bin php marketing ca nh cung cp. Khi nim on th trng dng cho c marketing tiu dng v marketing k ngh. V d nh cc khch hng hin ti v tim nng thnh ph Nng i vi mt mt hng c th no lp thnh th trng khu vc thnh ph Nng i vi mt hng trn. c im chung ch yu y l ngi dn c tr trn khu vc ny. Cc ph n lm vic cng s hay thuc tng lp c thu nhp cao lp thnh mt on th trng mt hng ho m phm no . c im chung ch yu cc khch hng ny l h c nhu cu giao du, mong mun c hnh nh thanh lch v h c kh nng chi tr cho vic mua sm. Cc x nghip sn xut bnh ko lp thnh cc khch hng ca mt cng ty sn xut bao b. c im chung ca cc khch hng ny l mong mun c cung cp cc loi bao b ng yu cu v mu m thit k. Phn on th trng l qu trnh phn chia th trng thnh tng nhm c nhng nhu cu tng t nhau, quan im nh nhau v ng x nh nhau i vi nhng sn phm cung ng nht nh. Mc ch ca vic phn on th trng cng ty c th c c hi tt nht phc v cc phn on nht nh, gi l cc phn on th trng mc tiu hay ni gn l th trng mc tiu. Cng ty s tin hnh nh v sn phm, thit lp cc chnh sch marketing v trin khai thc hin cc chng trnh marketing thch hp cho phn on th trng mc tiu. V sao phi phn on th trng? Cng ty c th phc v ton b th trng c khng? Vic tp trung cc n lc marketing cho cc phn

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on th trng mc tiu c cn thit khng v iu em li li ch g? Tm li vn cn tho lun t ra l vic phn on th trng c tm quan trng nh th no, hay ni cch khc l nhng iu g chng t s cn thit ca vic phn on th trng. S cn thit ca vic phn on th trng th hin cc quan im sau: - Theo quan im ca cc nh marketing, mt trong nhng nhim v quan trng ca doanh nghip l am hiu nhu cu, mong mun ca khch hng c th phc v h mt cch tt nht. Vic phn on th trng to thun li trong vic nghin cu y hn vi mc tin cy tt hn v cc khch hng m doanh nghip mun phc v. - Doanh nghip tc ng n khch hng thng qua vic nh v sn phm, thit lp cc chnh sch marketing v trin khai cc chng trnh marketing. Cc n lc marketing ny s tr nn c hiu qu v thch hp khi doanh nghip xc nh c cc khch hng ca mnh. R rng i vi cng mt loi sn phm, mt phi thc marketing nhm vo cc khch hng c cao, mong mun c c mt hng danh ting v c cht lng tt hon ton khc vi cc phi thc marketing nhm vo khch hng bnh dn, c nhu cu s dng trc tip v mong mun tit kim chi ph khi mua sm. - Mt doanh nghip tht rt kh kh nng, ngun lc phc v ton b th trng. Vic phn on th trng gip cho doanh nghip c kh nng s dng cc yu t ngun lc p ng nhu cu khch hng. Hn na nu iu kin kh nng cho php, vic p ng cho mt s phn on no c th khng bng cc i th cnh tranh. - S cn thit ca vic phn on th trng cn th hin ch n ph hp vi quan im kinh doanh hin i l thit lp h thng sn xut nh hng vo khch hng. - Vic phn on gip doanh nghip c iu kin tt hn trong vic nghin cu cc im mnh, im yu cc i th cnh

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tranh, lm c s nh v v thit lp cc chnh sch marketing hiu qu hn. Da trn nhng quan im trn, vic phn on th trng u cn thit trong marketing tiu dng hay marketing k ngh. Tt nhin vn c nhng khc bit nht nh trong vic s dng phn on th trng trong marketing tiu dng v k ngh. Chng hn, nu phn on khch hng cng s dng thit b cho mc ch ca mt ngnh kinh doanh hay phc v cho mt ngnh kinh doanh no , doanh nghip c c hi tt hn trong vic nghin cu s tng trng hay suy thoi ca mt ngnh kinh doanh, lm c s cho cc hoch nh chin lc ca doanh nghip. 2. Yu cu i vi cc tiu thc phn on th trng Tiu thc phn on th trng l cc c tnh lin quan n s khc bit ca khch hng trong vic phn ng li cc tc ng marketing. Vic la chn cc tiu thc ny cn m bo ba yu cu sau: Th nht, tiu thc phi o lng c v nu khng, khng c c s phn bit cc loi khch hng vi nhau c. Th hai, tiu thc phi xc nh mt nhm khch hng nht nh v nu n xc nh mt lng ln khch hng c th lm hn ch hiu qu ca chin lc marketing cho th trng mc tiu. Trng hp c bit, trong marketing k ngh, mt khch hng ln c th tr th mt th trng mc tiu. Tuy nhin, ni chung, tiu thc t xc nh mt s lng khch hng nht nh. Th ba, tiu thc cn phi c ngha lin quan n chin lc marketing. Vic phn bit cc nhm khch hng phi lin quan n mt chin lc marketing phn bit. Tht s ri ro nu mt phn on c xc nh kh r rng, chun xc nhng tng ng vi n khng phi l mt chin lc hp l. Vic phn on hiu qu khi n phn chia thnh cc phn on c tnh ng nht cao. Theo ngn ng thng k, mc ch ca phn on l ti a ho lch gia cc nhm v ti thiu ho lch trong nhm. 3. Phng php phn on th trng a) Xy dng tiu thc phn on th trng

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Vic phn on th trng cn da trn c im phn bit chng, hay cn gi l tiu thc phn on th trng. Trong qu trnh phn on cn tr li cc cu hi sau: 1) on th trng c ph hp vi chin lc ca cng ty hay khng? 2) Cc c tnh (v nhu cu, v hnh vi,...) ca phn on c ng nht khng? 3) C th o lng nhu cu hin ti v tim nng ca phn on hay khng? 4) C th thm nhp cc phn on ca th trng c khng? 5) C th thit k cc chnh sch marketing mix thch hp c khng? Th trng tiu dng thng c phn on da vo cc yu t nhn khu hc nh tui tc, gii tnh, giai on trong chu k sng, s nhn khu trong gia nh, trnh hc vn, thu nhp, chuyn mn ngh nghip hay l cc yu t tm l nh thi , c tnh, nhn thc v cc gi tr. Cc phn on th trng trong th trng k ngh bao gm cc t chc hay cc c nhn? Tiu thc phn on trong th trng tiu dng c cn c vn dng trong th trng k ngh hay khng? Thc tin hot ng marketing cho thy cc cng ty hot ng trong th trng cng nghip kh khn hn trong vic ng dng chin lc khe h th trng. L do trc ht l s min cng tp trung vo mt phn on nh bi n c th lm cng ty b l c hi phn on th trng quy m ln. Xu hng cc cng ty hot ng trong th trng cng nghip l tp trung tng sn lng bn th trng thm ch vi t sut li nhun thp. Cc tiu thc phn on th trng c th phn thnh 3 nhm: (1) cc yu t c im ca t chc mua, (2) cc yu t c im ca trung tm mua v (3) cc yu t c im ca cc thnh vin tham gia vo quyt nh mua. Vic phn on th trng c th da trn c s kt hp mt s tiu thc.

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- Phn on theo cc c im ca t chc. Cc c im ca t chc c th s dng phn on th trng nh: 1) Lnh vc hot ng ca khch hng: doanh nghip ch to, trng i hc, doanh nghip vn ti, bnh vin, c quan chnh ph,... 2) Cc c im nhn khu hc ca t chc: quy m lc lng lao ng, doanh s bn, nhm ca h phn chun cng nghip, v tr a l, s lng x nghip hay c s trc thuc. 3) ng dng ca sn phm: sn phm c cng dng g cho ngi s dng cui cng. 4) Kiu cc tnh hung mua. 5) Mc trung thnh ca khch hng. 6) Cc loi hp ng mua sm ang s dng. Phn on th trng theo cc c im ca trung tm mua. Nh nu trong phn ni v s khc bit gia marketing k ngh v marketing tiu dng, mt trong nhng khc bit gia marketing tiu dng v marketing k ngh l khch hng t chc trong th trng cng nghip mua theo nhng cch thc, th tc khc nhau v c nhiu ngi tham gia vo quyt nh v thc hin th tc mua. Do vy cc c tnh mua thuc v t chc cn c s dng nh l mt tiu thc phn on th trng. Cc c im phn on c th c th l: 1) Cc vai tr trong trung tm mua. 2) Giai on trong qu trnh ra quyt nh mua. 3) Kiu mc khng xc nh ca tnh hung mua - nhu cu khng xc nh, th trng khng xc nh v gi dch khng xc nh. 4) Mc phn quyn v trch nhim trong vic thc hin chc nng mua sm. 5) Nhim v c xc nh cho trung tm mua: mt vn nht nh cn gii quyt.

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6) Kiu gii quyt xung c c th ca trung tm mua: p lc, tho hip, thng tho. 7) Cc quy tc ra quyt nh iu chnh bi chin lc mua sm. Phn on th trng theo c im c tnh cc thnh vin tham gia vo quyt nh mua. Cc c im c tnh ca cc thnh vin tham gia vo quyt nh mua gm c: 1) Yu t nhn khu hc: tui tc, gio dc, trnh chuyn mn. 2) Vai tr t chc: vai tr trong t chc v trong trung tm mua. 3) Mi quan h chuyn mn vi bn ngoi. 4) Yu t tm l: thi i vi nh cung cp, tnh t tin 5) S chp nhn khen thng, pht hay ri ro. 6) Mi tng quan v thin ch ca h i vi cc thnh vin khc. 7) Tiu chun mua c s dng: tin cy, gi c, cht lng sn phm. 4. Cch tip cn hai giai on phn on v m v vi m b) Hai bc phn khc v m v vi m ca Wind v Cardozo Wind v Cardozo ngh phn on trong th trng cng nghip bng cch tip cn hai giai on phn on v m v vi m. Cch tip cn ny c m t nh hnh IV.1. di y. Phn khc v m Phn khc v m da trn cc c tnh chung v t chc v cc c tnh lin quan trc tip n phn ng i vi cc nh hng marketing. l cch phn on truyn thng trn c s cc bin s phi hnh vi nh quy m kiu, quy m ca t chc v phn h trong h phn chun cng nghip S.I.C. Trong marketing phn bit, cc sn phm khc nhau c bn bi cc knh phn phi khc nhau vi cc phng php c ng ring bit. Cc phn khc v m xc nh cc th trng mc tiu. Cc c tnh thuc v t chc nh quy m, v tr, nhm trong h phn chun cng nghip c th tng ng vi s khc bit trong hnh vi. Khi vic phn

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khc vi m khng nht thit phi c tin hnh. Nh tip th c th chn chin lc tp trung hay phn bit vi cc phn khc v m trn. Phn khc vi m Phn on vi m l cc nhm t chc mua ng nht trong cc phn khc v m. Cc tiu thc phn on vi m l cc bin s hnh vi c trng ca trung tm mua v cc thnh vin ca n. Nh vy trong mi phn khc v m c phn on bng bin s phn chun ngnh cng nghip v quy m t chc, cc phn on vi m c th c xc nh da vo cc bin s c im trung tm mua, cc tiu chun mua v mc chp nhn ri ro.

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Sn phm, d/v cng nghip Xc nh cc yu t c im thuc v t chc khch hng: - Qui m - Mc s dng - ng dng ca SP - Nhm phn ngnh, th trng cui - C cu t chc - V tr - Mua mi hay mua li

Cc mc tiu v ngun lc ca DN

Chn cc phn on thch hp nh gi phn on no c phn ng tht s vi cc kch thch marketing C Phn on t/trng m/tiu

Trong mi phn on v m xc nh cc bin vi m (da trn c im hnh vi ca trung tm mua v cc thnh vin ca n) nh: - V th quyn lc v mng truyn thng ca DN - c im nhn khu hc v c tnh ca cc thnh vin - Mc nhn thc tm quan trng ca mua sm - c th ca cc g/on ca quyt nh mua - Thi i vi nh cung cp - Cc quy nh, th tc mua sm La chn cc phn on TTMT Hnh IV.1. Phn khc v m v vi m Thu thp d liu pht trin cc phn khc vi m phc tp hn so vi phn khc v m. Lc lng bn l mt ni bt u hp l chnh do

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cc i din bn thng l ngun cung cp cc thng tin v cc c im khch hng v hnh vi mua. thu c cc c lng o lng phc tp v hnh vi mua ca t chc nh mc t tin ca ngi mua hay mc chp nhn ri ro ca h, cn nht thit t chc chng trnh nghin cu marketing. Mt trong nhng li ch r rng ca vic phn khc qua hai giai on l chi ph cho cc chng trnh marketing c ct gim do vic nghin cu tp trung vo nhng phn on v m c tim nng v ng gi trong vic phn on chi tit hn giai on phn khc vi m. Vic phn khc vi m thch hp hn trong chin lc c ng v t lin quan hn n sn phm, gi c v phn phi. Cc quyt nh chu nh hng bi c th cc phn on cp vi m bao gm vic chn cc thnh vin trong t chc mua ph thuc vo ngi thc hin giao dch bn, thit k chng trnh gii thiu bn v cc tnh cht c th ca sn phm lm tiu chun quyt nh ca cc c nhn, chn hnh thc qung co nhm vo nh hng quyt nh mua, xc nh ngn sch cn thit nh mt chc nng ca mc chp nhn ri ro. Nhiu nghin cu chng t kh nng s dng bin s hnh vi trong marketing k ngh. Vic nghin cu quyt nh mua vt liu vi bo him ch ra mt b tm c tnh phn khc v m trn c s s dng h phn chun ngnh cng nghip v trong mi phn khc v m c hai n nm c tnh phn khc vi m trn c s cc thnh phn ca trung tm mua, nh hng mua v tiu chun cho th tc mua sm. Cardozo ngh cch phn khc vi m da trn chin lc mua sm, trong mi chin lc mua ph thuc vo cc chin lc mua c p dng. Theo quan im ny, c hai chin lc mua c th c s dng: kim sot ng thi, c s dng khi chi ph cao, xc sut xy ra vic nh cung cp khng kh nng p ng nhu cu cao, khi ri ro vic chp nhn l phi tr gi cao v khi cc ngun lc qun tr c sn sng; v nh gi theo trnh t, s dng khi chi ph thp, xc sut xy ra vic nh cung cp khng kh nng p ng nhu cu thp, ri ro chp nhn l mt ngun cung cp v cc ngun lc qun tr b hn ch. Ngi mua c th pht trin cc chin lc khc nhau thch ng vi cc kiu khc nhau ca ri ro chp nhn.

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Choffray v Lilien nghin cu vic s dng cc bin s hnh vi phn on th trng v a ra nm bc phn on: Bc 1: Pht trin cc phn on v m c cc phn ng nh nhau vi mt cch thc ngh sn phm nht nh bi do c im ngnh cng nghip, phn b a l, hay cc c im tiu biu khc. Bc 2: Thit lp ma trn khc th trng, trong , cc ct m t cc giai an ra quyt nh v cc hng l cc vai tr ca cc thnh vin tham gia vo qu trnh ra quyt nh mua. Bc 3: Xy dng h thng ch tiu nh gia v tnh tng ng ca t chc v loi b cc t chc t c tnh tng ng vi nhau v cc c tnh xc nh trn. Bc 4: Phn tch nhm pht trin cc phn an vi m, cc nhm khch hng t chc c nhng tng ng v trung tm mua. Bc 5: La chn cc phn on th trng. c) Tip cn phn lp trong phn khc th trng cng nghip Bonoma v Shapiro pht trin mt cch tip cn chi tit hn trong phn an trong th trng cng nghip gi l phn lp. Theo quan im ny, gia cc phn khc v m v vi m cn c nhng bin s phn khc tim nng khc. Cc nhm bin s phn an th trng theo cch tip cn ny l: cc bin nhn khu, bin tc nghip, cch thc mua sm, cc yu t tnh hung v cc yu t c nhn nh hnh IV.2 di y. Nhn khu hc l cc yu t nhm ngnh nh trong h thng phn chun ngnh cng nghip S.I.C., quy m cng ty, v tr a l. Cc yu t ny d dng nh lng v n thng lin quan trc tip n nhu cu v mc s dng ca khch hng.

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Yu t nhn khu Yu t tc nghip Cch tip cn mua Yu t tnh hung mua Yu t c nhn

Hnh IV.2. M hnh tip cn phn lp Cc yu t tc nghip gm cng ngh, c im h thng sn xut, k thut v kh nng ti chnh. Yu t cch tip cn mua gm cc bin v chc nng mua, c cu quyn lc trong chc nng mua, bn cht mi lin h vi cc nh cung cp, chnh sch chung v tiu chun yu cu v mua sm. Cc yu t tnh hung nh tnh khn cp cng tc mua, ng dng c bit ca vic mua v s lng n hng. c im c nhn l cc yu t thuc v cc thnh vin ca t chc mua. 4. La chn th trng mc tiu Cng ty c th c nhiu phng n phn on th trng. Vic phn on khng phi thun li trong vic nh gi th trng v xc nh cc phn khc c th c, m iu chnh yu l la chn cc th trng mc tiu, trn c s thit lp cc chnh sch marketing mix v trin khai cc hot ng marketing hiu qu nht. Th trng no doanh nghip mong mun phc v? c phi th trng m doanh nghip c nhiu kh nng kim sot nht? Th trng anh tng trng? Th trng

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to doanh s ln nht cho cng ty? Hay th trng cng ty c nhiu kh nng cnh tranh nht? Tm li, cng ty cn thc hin cc bc phn tch cn thit la chn th trng mc tiu thch hp nht. Mt trong nhng cn c l phn tch tnh hnh marketing hin ti ca doanh nghip. Tnh hnh marketing hin ti chnh l thc trng v tt c cc yu t mi trng mi trng bn ngoi tc ng n hot ng marketing v kh nng t c cc mc tiu marketing v thc trng v cc yu t marketing bn trong ca doanh nghip nh kh nng marketing ca doanh nghip, thc trng v h thng knh phn phi v cng tc qun tr knh, tnh hiu qu ca cc chnh sch marketing mix, v lc lng bn hng... 5. ng dng ca phn on th trng Doyle v Saunders ngh 7 bc trong vic phn on, la chn th trng mc tiu v nh v, gm c: 1 - Xc nh mc tiu 2 - Phn on th trng 3 - nh gi cc phn an th trng hp dn 4 - La chn th trng mc tiu 5 - Pht trin chin lc nh v 6 - Pht trin h thng marketing-mix 7 - Thng qua chin lc. im mu cht ca phn tch l cc th tc thng k a bin, gm cc loi phn tch yu t v k thut phn tch a tham s.

II.

C S THIT LP CHIN LC MARKETING 1. Cc phng n chin lc marketing

C ba kiu phng n chin lc marketing trin khai trn cc on th trng. Cnh tranh nh l bn cht ca th trng v v th mi ngun lc ca cng ty cn c s dng to v th chin lc thch hp nht trong tnh th. V v th mc ch ch yu ca vic phn on th

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trng cng ty tp trung cc ngun lc ca mnh cho th trng mt cch hiu qu nht. Marketing tp trung l n lc tp trung mi nh hng marketing trn mt phn on th trng duy nht. Theo cch tip cn ny, doanh nghip s xc nh mt phm vi hp cho loi sn phm vi cht lng v gi cao cng vi vic ch trng chuyn mn ho cao hot ng xc tin v phn phi. Cc cng ty la chn chin lc marketing tp trung nh Control Data tp trung vo th trng cc h thng my tnh ln hoc nh cng ty Cairns & Brother chuyn mn ho trong vic sn xut qun o chng chy cho lnh cu ho. Marketing phn bit l kiu chin lc marketing ph bin nht, l s dng cc bin php, chnh sch marketing cho mt s th trng c chn la. Theo cc tip cn ny, doanh nghip c th s cung cp cc sn phm ring bit cho cc phn on th trng hay c th l cc n lc xc tin c trng cho tng phn on d l cng chung mt loi sn phm. Tng t doanh nghip c th s dng vic nh gi hay phn phi khc nhau cho tng phn on th trng c chn la. Marketing khng phn bit l mt kiu marketing khng yu cu n vic phn on th trng hiu qu. Theo cch tip cn ny, doanh nghip s phc v ton b th trng m khng tnh n nhm vo mt s phn on th trng. Chin lc theo cch tip cn ny khng da trn quan im marketing v phn on th trng. C th cng ty cha cc kt qu cn thit v nghin cu th trng, hoc cng ty cha chun b kh nng cho cc cch tip cn khc, hoc c th l do cc yu t khc nh c im sn phm cha cn thit phi phn on hay hiu qu t marketing phn bit hay tp trung khng b p cho cc n lc marketing. 2. Cc quan im thit lp chin lc marketing k ngh Chin lc marketing bt u bng vic phn tch mi trng tip th, c bit l mi trng cnh tranh v khch hng tim nng. K hoch marketing bt u v kt thc khch hng ca n v iu ng lu nh cp trn l sn phm cng nghip cn xem nh l bin s ch khng l vt phm xc nh. Ci xc nh y chnh l nhu cu v mong

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mun ca khch hng. La chn khch hng phc v l quyt nh quan trng nht trong bt cu t chc kinh doanh no. Nhim v trong tm trong vic pht trin mt chin lc marketing l nhn din v phn tch cc im mnh, im yu v cch thc s dng cc im mnh p ng nhu cu tim nng. Mt chin lc marketing hiu qu, nh vy, l s phi thc hp l ca cc im yu, im mnh ca cng ty v cc hiu bit tt v nhu cu v mong mun ca khch hng. Nhiu kinh nghim ca cc nh marketing k ngh chng t rng sai lm ph bin nht trong qu trnh ny l vic c tnh qu mc ca nh sn xut v tnh c quyn ca sn phm ca h v v kh nng p ng nhu cu khch hng. Vic sai lm nh trn thc s l d mc phi i trong marketing k ngh do tnh cht nh hng vo sn phm, cng ngh v sn xut ca cc cng ty trong th trng marketing cng nghip. Mt chin lc marketing hiu qu cn da trn s phi thc hp l cc yu t marketing-mix - sn phm, gi c, c ng v phn phi. Chng hn chnh sch v chin lc gi cn th hin cht lng v hnh nh sn phm ca cng ty, thch hp trang tri cc khon chi ph cn thit cho bn hng c nhn, qung co v xc tin bn. Chin lc sn phm cn phn nh cc im mnh ca cng ty, bao gm cc nng lc v phn phi v xc tin, cng nh v cc nng lc k thut. Tm li mi yu t marketing-mix cn phi hp to nn hiu qu trong mi lin kt vi cc yu t marketing-mix khc. nh v c xem l mt trong nhng quan im quan trng trong chin lc marketing k ngh. chnh l c tnh c o, l khc bit to nn li th cnh tranh. Tnh c o, khc bit c th to ra t bt c cc yu t marketing no - t vic phn on v la chn th trng mc tiu, chnh sch v chin lc sn phm, chnh sch v chin lc gi hay t hot ng phn phi hay xc tin. nh v l mt quan im ch yu trong marketing, c pht trin cho th trng tiu dng nhng vn s dng ph bin cho th trng cng nghip. nh v lin quan n vic doanh nghip c nh gi nh th no v v sao khch hng li chn la n ch khng khng phi l cc i th cnh tranh khc.

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nh v cn c gi l cuc chin u trong tm tr, hay chnh l vic xc nh hnh nh v gi tr khch hng mc tiu nhn thc v mt v th ca cng ty trong mi tng quan vi cc i th khc. Bn tuyn b v nh v l yu t truyn thng rt quan trng i vi th trng v k cc cc nh marketing ca doanh nghip, gip to nn s ng tm, nht tr v s n lc phc v nhu cu c xc nh mt cch rt chun xc. Mt tuyn b nh v cn gm c 3 yu t chnh: th trng mc tiu; cc yu t cnh tranh theo mt c cu u tin xc nh; v li ch duy nht. iu c ngha cn tr li 3 cu hi: 1. Sn phm phc v cho ai? 2. Doanh nghip bn ci g? 3. V sao khch hng chn mua sn phm ca doanh nghip? nh v c tin hnh sau khi phn on v la chn th trng mc tiu. iu c l gii bi nh v xc nh nhn thc, gy ra mt hnh nh trong tm tr ca khch hng trong mi tng quan vi cc i th khc. B qua vic nh v c ngha l khng xc lp mt tiu im nh hng cho cc hot ng marketing, thiu c s cho vic truyn thng r rng n khch hng hay chnh trong cng ty. Bn tuyn b nh v l mt phn ca gi tr v nim tin ca cng ty, vn ho cng ty v cch thc chia s gi tr cho khch hng ca cng ty.

CU HI N TP V THO LUN 1) Hy nu v d v mt doanh nghip c th m anh ch bit hoc gi s v mt doanh nghip kinh doanh trong mt lnh vc no . i vi doanh nghip ny, cc t chc no l khch hng ca h. Hy phn chia th trng ca doanh nghip thnh cc phn khc th trng. Hy gii thch tiu thc m anh ch s dng. 2) ngha ca nh v. Cc cch thc nh v trong marketing tiu dng v marketing k ngh?

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