Slide Marketing Can Ban YEN

HC VIN CNG NGH BU CHNH VIN THNG
MARKETING CN BN
Bin son: Th.s Nguyn Th Hong Yn
Marketing cn bn/ Gv. Nguyn Th Hong Yn
26/01/15
Chng 1
Bn cht ca marketing
S ra i
Marketing xut hin gn lin vi hot ng
trao i hng ha
Hnh vi marketing ra i khi hot ng trao i
c din ra trong nhng hon cnh hoc tnh
hung nht nh: ngi bn (ngi mua) n
lc bn (mua) c hng
26/01/15
Chng 1
Bn cht ca marketing
S ra i
Hnh vi marketing xut hin r nt khi nn i
cng nghip ca th gii t c nhng
thnh tu nht nh dn n cung > cu
L thuyt marketing c a vo ging dy
ln u tin M vo u th k 20
Vit Nam, marketing c a vo ging
dy cc trng i hc vo cui nhng nm
1980
3
26/01/15
Chng 1
Bn cht ca marketing
Mt s khi nim c bn:
Marketing:
Gc x hi: marketing l mt qu trnh x hi nh
, cc c nhn v cc nhm c c nhng g h

c nhu cu v mong mun thng qua vic to ra,
cung cp, v trao i nhng sn phm v dch v c
gi tr mt cch t do vi nhng ngi khc
26/01/15
Chng 1
Bn cht ca marketing
Mt s khi nim c bn:
Marketing:
Gc qun tr: marketing l ngh thut, l khoa hc
ca vic p dng cc khi nim marketing ct li

la chn th trng mc tiu, duy tr v pht trin
khch hng thng qua vic to ra, cung cp v mang
li nhng gi tr tt hn cho h (Theo P.Kotler)
Marketing l "ngh thut bn cc sn phm"
26/01/15
Chng 1
Bn cht ca marketing
Mt s khi nim c bn:
Nhu cu, mong mun, yu cu
Nhu cu l mt trng thi cm gic thiu ht mt s
tho mn c bn no ca con ngi (s i hi

sinh l c bn ca con ngi, hon ton t nhin)
Mong mun l s ao c c c nhng th (sn
phm) c th tho mn nhng nhu cu ca con
ngi (ph hp vi c trng c nhn, vn ha v x
hi ca h)
26/01/15
Chng 1
Bn cht ca marketing
Mt s khi nim c bn:
Nhu cu, mong mun, yu cu
Yu cu (nhu cu c kh nng thanh ton) l mong
mun c c nhng sn phm c th c hu

thun ca kh nng v ti chnh v thi sn sng
mua chng
26/01/15
Chng 1
Bn cht ca marketing
Mt s khi nim c bn:
Sn phm
L bt c th g c th em cho bn tho mn
mt nhu cu hay mong mun no

Sn phm c hiu l c sn phm hu hnh ln
sn phm v hnh (dch v)
Gi tr:
L s nh gi ca ngi tiu dng v kh nng ca
sn phm tho mn nhng nhu cu, mong mun ca

mnh
8
26/01/15
Chng 1
Bn cht ca marketing
Mt s khi nim c bn:
Trao i v giao dch
Trao i : hnh ng tip nhn mt sn phm mong
mun t mt ngi no bng cch a cho ngi

nhng th g khi nim quyt nh, to nn
mng cho marketin
Giao dch: l n v c bn ca trao i. Giao dch l
mt v mua bn nhng gi tr gia hai bn
26/01/15
Chng 1
Bn cht ca marketing
Mt s khi nim c bn:
Trao i v giao dch
Hin nay, nhng ngi lm marketing khng ch
dng li marketing giao dch (transactional

marketing). Ngc li, h c gng xy dng nhng
quan h lu di, ng tin cy, cng c li vi nhng
khch hng ca mnh, nhng trung gian phn pi v
nhng ngi cung ng (relational marketing)
10
26/01/15
Chng 1
Bn cht ca marketing
Mt s khi nim c bn:
Th trng: l tp hp KH thc t hay tim
nng c cng nhu cu hay c mun, sn
sng v c kh nng tham gia trao i tha
mn nhu cu hay c mun .
Lu : Quan im marketing cho rng ngi
bn hp thnh ngnh sn xut cn ngi mua
hp thnh th trng
11
26/01/15
Chng 1
Bn cht ca marketing
V tr ca marketing trong hot ng ca DN
Marketing kt ni hot ng sn xut kinh
doanh ca DN vi th trng
L mt chc nng c mi lin h hu c vi
cc chc nng khc trong DN.
12
26/01/15
Chng 1
Bn cht ca marketing
Qun tr marketing
L qu trnh lp k hoch v thc hin cc
hot ng thit k, nh gi, xc tin v phn

phi cc tng, sn phm v dch v
mang ra trao i nhm tha mn mc tiu
ca cc c nhn v t chc (Theo Hip hi
marketing M)
13
26/01/15
Chng 1
Bn cht ca marketing
Cc quan im qun tr marketing
Quan im sn xut
Cho rng: Khch hng a thch nhiu sn
phm vi gi phi chng
Hnh ng ca doanh nghip: m rng qui
m sn xut v phm vi phn phi
14
26/01/15
Chng 1
Bn cht ca marketing
Quan im hon thin sn phm
Cho rng: Khch hng a thch nhng sn
phm c cht lng cao nht v tnh nng
s dng tt nht
Hnh ng ca doanh nghip: n lc hon
thin sn phm khng ngng
15
26/01/15
Chng 1
Bn cht ca marketing
Quan im hng v bn hng
Cho rng: Khch hng hay ngn ngi, chn
ch trong vic mua sm hng ha
Hnh ng ca doanh nghip: n lc thc
y bn hng
16
26/01/15
Chng 1
Bn cht ca marketing
Quan im hng v khch hng
Cho rng: khch hng l trung tm trong s
thnh cng ca doanh nghip
Hnh ng ca doanh nghip: xc nh chnh
xc nhu cu v mong i ca khch hng
nhm tha mn chng mt cch tt hn cc
i th cnh tranh
17
26/01/15
Chng 1
Bn cht ca marketing
Quan im marketing o c x hi
Cho rng: kinh doanh phi kt hp hi ho
gia 3 li ch : li ch khch hng, li ch
doanh nghip v li ch x hi
Hnh ng ca doanh nghip: to ra sn
phm gip cho cng ng ci thin cht
lng cuc sng
18
26/01/15
Chng 1
Bn cht ca marketing
Qu trnh
qun tr
marketing
Phn tch cc c hi th trng

Phn
thvtrnh
ngv TT
La chn
TTon
mc tiu
La chn th trng mc tiu
Xy dng chin lc v k hoch marketing
Xy dng cc CT marketing hn hp
T chc thc hin v kim tra cc n lc

marketing
19
26/01/15
Chng 2
H thng tt marketing v nghin cu marketing
H thng thng tin marketing

Nguyn nhn hnh thnh:
Hot ng marketing ca doanh nghip ngy
cng a dng v phc tp, i hi cn phi c
cc thng tin cn thit mt cch y v kp
thi
20
26/01/15
Chng 2

Khi nim:
l mt h thng tng tc gia con ngi,
thit b v cc phng php dng thu
thp, x l, lu tr v chia s thng tin mt
cch chnh xc, kp thi cho cc quyt nh
Marketing trong doanh nghip
21
26/01/15
Chng 2

Nh qun tr
marketing
Mi trng
marketing
Pht trin thng tin

Phn tch
Lp k hoch
Thc
hinKim tra
Xc nh
nhu cu
thng tin
Phn phi
thng tin
Ghi chp ni
b
Tnh bo
marketing
Phn tch h
tr quyt
nh
marketing
Nghin cu
marketing
Th trng
mc tiu
Knh phn
phi
i th cnh
tranh
Cng chng
Lc lng
ca mi
trng v m
Cc quyt nh marketing v truyn thng

22
26/01/15
Chng 2
Nghin cu marketing
Khi nim:
L qu trnh thu thp v phn tch, mt
cch c h thng, cc thng tin (d liu) v
cc vn lin quan n hot ng
marketing
23
26/01/15
Chng 2
Nghin cu marketing
Qu trnh nghin cu marketing:
Xc nh vn
v mc
tiu nghin
cu
24
Xy dng
k hoch
nghin
cu
Thu thp
thng tin
Phn tch
thng tin
Trnh by
kt qu
nghin
cu
26/01/15
Chng 2
Nghin cu marketing
Xy dng k hoch nghin cu:
D liu cn thu thp
D liu th cp
D liu s cp
NC nh tnh
25
NC nh lng
26/01/15
Chng 2
Mi trng marketing
H thng hot ng marketing
Mi trng kinh t v
nhn khu hc
Mi trng cng ngh v t

nhin
Mi trng vi m
Gi c
Sn phm
Th trng mc
tiu
Phn
phi
Cc quyt nh v xc
tin hn hp
Mi trng vn ha
Mi trng chnh tr, php lut
Mi trng v m
26
26/01/15
Chng 3
Mi trng marketing
Mi trng marketing:
Khi nim: l nhng nhn t v lc lng bn
trong v bn ngoi c nh hng tch cc hoc
tiu cc n hot ng Marketing ca doanh
nghip
27
26/01/15
Chng 3
Mi trng marketing
Mi trng marketing: 2 loi chnh
Mi trng marketing vi m:
Bao gm cc yu t lin quan cht ch n
doanh nghip v n nh hng n kh nng
ca DN khi phc v khch hng
28
26/01/15
Chng 3
Mi trng marketing
Mi trng marketing: 2 loi chnh
Mi trng marketing v m:
Bao gm cc yu t, cc lc lng mang tnh
x hi rng ln, tc ng, nh hng ti ton
b mi trng marketing vi m v cc quyt
nh marketing ca DN
29
26/01/15
Chng 3
Mi trng marketing
Mi trng v m:
Mi trng
nhn khu hc
Mi trng
vn hax hi
Mi trng
kinh t
Doanh nghip
Mi trng
chnh trphp lut
Mi trng
t nhin
Mi trng
cng ngh
30
26/01/15
Chng 3
Mi trng marketing
Mi trng v m:
1.
2.
3.
4.
5.
6.
31
Nhn khu
Kinh t
T nhin
Cng ngh
Chnh tr-lut php
Vn ha-x hi
Tng dn s trn ton th gii

Phn b tui ca dn s
Cc th trng theo dn tc
Cc nhm theo trnh vn
ha
Kiu h gia nh
Chuyn dch ln v v tr a l
trong dn s
26/01/15
Chng 3
Mi trng marketing
Mi trng v m:
1.
2.
3.
4.
5.
6.
32
Nhn khu
Kinh t
T nhin
Cng ngh
Chnh tr-lut php
Vn ha-x hi
Phn b thu nhp

Tit kim, n, tn dng
26/01/15
Chng 3
Mi trng marketing
Mi trng v m:
1.
2.
3.
4.
5.
6.
33
Nhn khu
Kinh t
T nhin
Cng ngh
Chnh tr-lut php
Vn ha-x hi
Thiu nguyn vt liu

th
Chi ph nng lng
tng
Mc nhim tng
Thay i vai tr ca
cc nh nc
26/01/15
Chng 3
Mi trng marketing
Mi trng v m:
1.
2.
3.
4.
5.
6.
34
34
Nhn khu
Kinh t
T nhin
Cng ngh
Chnh tr-lut php
Vn ha-x hi
Cng ngh thay i rt

nhanh
Cc c hi i mi khng
b hn ch (rt nhiu)
Ngn sch dnh cho
nghin cu v pht trin
khc nhau
Tng iu chnh i vi
s thay i cng ngh
26/01/15
Chng 3
Mi trng marketing
Mi trng v m:
1.
2.
3.
4.
5.
6.
35
Nhn khu
Kinh t
T nhin
Cng ngh
Chnh tr-lut php
Vn ha-x hi
Php lut iu tit cc

hot ng kinh doanh
Tng cc nhm quan
tm n vn c bit
26/01/15
Chng 3
Mi trng marketing
Mi trng v m:
1.
2.
3.
4.
5.
6.
36
Nhn khu
Kinh t
T nhin
Cng ngh
Chnh tr-lut php
Vn ha-x hi
S tn ti lu di ca
nhng gi tr vn ha ct li
S tn ti ca cc tiu vn
ha trong mt quc gia
S dch chuyn ca gi tr
vn ha th cp theo thi
gian
26/01/15
Chng 3
Mi trng marketing
Mi trng vi m:
Nh cung cp
Trung gian
phn phi
Cng chng
Doanh nghip
i th cnh tranh
37
Khch hng
26/01/15
Chng 3
Mi trng marketing
Mi trng vi m:
1.
2.
3.
4.
5.
Doanh nghip
Nh cung cp
Nh trung gian
Khch hng
i th cnh
tranh
6. Cng chng
38
Marekting phi xem xt n

nhng b phn khc ca DN
nh ti chnh, nghin cu v
pht trin, mua sm, sn xut
v k ton
Cc quyt nh marketing phi
quan tm n mc tiu v chin
lc chung ca c cng ty
26/01/15
Chng 3
Mi trng marketing
Mi trng vi m:
1.
2.
3.
4.
5.
Doanh nghip
Nh cung cp
Nh trung gian
Khch hng
i th cnh
tranh
6. Cng chng
39
Cc nh tip th phi theo di

nh c kh nng cung cp v
gi c
Qun l mi quan h vi cc
nh cung cp mt cch c
hiu qu rt quan trng
26/01/15
Chng 3
Mi trng marketing
Mi trng vi m:
1.
2.
3.
4.
5.
Doanh nghip
Nh cung cp
Nh trung gian
Khch hng
i th cnh
tranh
6. Cng chng
40
Gip qung b, bn hng v

phn phi hng ha n
ngi mua cui cng
Bao gm ngi bn li, cng
ty phn phi, cc i l dch v
marketing v mi gii ti chnh
Qun l hiu qu mi quan h
vi i tc rt quan trng
26/01/15
Chng 3
Mi trng marketing
Mi trng vi m:
1.
2.
3.
4.
5.
Doanh nghip
Nh cung cp
Nh trung gian
Khch hng
i th cnh
tranh
6. Cng chng
41
5 loi th trng khch hng

Ngi tiu dng
Sn xut
Nh trung gian
C quan nh nc
Khch hng quc t
26/01/15
Chng 3
Mi trng marketing
Mi trng vi m:
1.
2.
3.
4.
5.
Doanh nghip
Nh cung cp
Nh trung gian
Khch hng
i th cnh
tranh
6. Cng chng
42
Phn tch i th cnh tranh

rt quan trng i vi s
thnh cng ca DN marketing
Nh tip th phi gim st cc
sn phm v dch v ca i
th cnh tranh to ra c
li th chin lc
26/01/15
Chng 3
Mi trng marketing
Mi trng vi m:
1.
2.
3.
4.
5.
Doanh nghip
Nh cung cp
Nh trung gian
Khch hng
i th cnh
tranh
6. Cng chng
43
Nhm ngi ang v c kh

nng quan tm n nh
hng ca mt doanh nghip
Cc nhm cng chng bao
gm: cc th ch ti chnh,
gii truyn thng, chnh ph,
vhnh quyn a phng.
26/01/15
Chng 3
Mi trng marketing
Mi trng cnh tranh:
M
hnh
5
lc
lng
cnh
tranh
ca
M.Porter
44
Mi e da
t i th
tim n
Nh cung
cp
Sc mnh
ca nh
cung cp
i th
tim n
Sc mnh
ca khch hng
Mc cnh
tranh gia cc
i th
cnh tranh
Sn phm
thay th
Khch hng
Mi e da
t cc sn
phm thay th
26/01/15
Chng 3
Mi trng marketing
Mi trng cnh tranh:
5 lc lng cnh tranh (theo Porter)
Sc mnh thng lng ca nh cung cp:
S lng ca cc nh cung cp v kh nng thay th
sn phm v i th tim n c tc ng n mi
quan h gia ngi mua v bn.
i th cnh trnh hin ti:

Tnh cnh tranh gia cc i th cnh tranh hin ti
cng tng khi ngnh tng trng chm, nhu cu
gim, v gi sn phm h thp
45
26/01/15
Chng 3
Mi trng marketing
Mi trng cnh tranh:
i th tim n: vic kh hay d cho nhng
i th cnh tranh mi c th tham gia vo mt ngnh
Sn phm thay th: chi ph thay i sn phm v

s trung thnh vi thng hiu nh hng n vic
dng cc sn phm v dch v c kh nng thay th
46
26/01/15
Chng 3
Mi trng marketing
Mi trng cnh tranh:
Sc mnh thng lng ca khch hng:
l sc mnh th trng ca ngi mua i vi vic
kim sot v tc ng n i th cnh tranh trong
mt ngnh
47
26/01/15
Chng 4
Hnh vi ca khch hng
Th trng v
hnh vi mua ca
ngi tiu dng
Th trng v
hnh vi mua ca
khch hng l t
chc
48
26/01/15
Chng 4
Hnh vi ca khch hng
Hnh vi mua ca ngi tiu dng
Khi nim:
Hnh vi mua ca ngi tiu dng l ton b

hnh ng m ngi tiu dng bc l ra
trong qu trnh trao i sn phm. Cc hnh
ng ny c th bao gm: thu thp thng tin,
chn la, mua sm, s dng, nh gi v
sn phm.
49
26/01/15
Chng 4
Hnh vi ca khch hng
M hnh hnh vi mua

Cc nhn t
kch thch
Marketing
50
Mi
trng
Hp en thc
ca ngi mua
Cc
c
tnh
ca
ngi
tiu
dng
Qu
trnh
quyt
nh
mua
Phn ng ca
khch hng
La chn:
sp
Nhn hiu
Nhn cung ng
Thi gian mua
Khi lng mua
26/01/15
Chng 4
Hnh vi ca khch hng
Cc nhn t c bn nh hng
n hnh vi ca ngi tiu dng
Vn
ho
51
X
hi
C
nhn
Tm
l
Ngi
tiu
dng
26/01/15
Chng 4
Hnh vi ca khch hng
Cc bc ca qu trnh quyt nh mua
ca ngi tiu dng
Nhn
bit
nhu
cu
52
Tm
kim
thng
tin
nh
gi cc
ph.n
Quyt
nh
mua
nh
gi
sau
mua
26/01/15
Chng 4
Hnh vi ca khch hng
Nhn bit nhu cu
53
Nhu cu c pht sinh bi nhiu yu t

kch thch: bn trong v bn ngoi
Nhu cu c th tr thnh ng c thc y

hnh ng bi cc kch thch bn ngoi
26/01/15
Chng 4
Hnh vi ca khch hng
Nhn bit nhu cu
Nh kinh doanh: phi xc nh c loi

hnh nhu cu ca khch hng. Khch hng
c nhu cu, mong mun no pht sinh?
tng cho sn phm, dch v, cc hot
ng chm sc khch hng mi + Trin

khai chng trnh marketing hiu qu
54
26/01/15
Chng 4
Hnh vi ca khch hng
55
Tm kim thng tin
Cng tm kim thng tin ph thuc:

-
Sc mnh ca s thi thc (nhu cu)
Khi lng thng tin c sn
Thc trng vic cung cp thng tin trn th trng
S nh gi cc gi tr m ngi tiu dng dnh

cho cc thng tin b sung
26/01/15
Chng 4
Hnh vi ca khch hng
56
Tm kim thng tin
Cc ngun thng tin c bn:

-
Ngun thng tin c nhn
Ngun thng tin thng mi
Ngun thng tin i chng
Ngun thng tin kinh nghim
26/01/15
Chng 4
Hnh vi ca khch hng
Tm kim thng tin
Nhim v ca nh kinh doanh:
57
C nhng ngun thng tin no m khch hng c

th tip cn?
Ngun thng tin no quan trng i vi vic tip

cn nhn hiu sn phm ca doanh nghip?
Nhng loi thng ip v knh phn phi thng

ip no l ph hp vi khch hng?
26/01/15
Chng 4
Hnh vi ca khch hng
58
nh gi cc phng n
Tin trnh nh gi cc phng n ca khch

hng din ra khng n gin
Nhim v ca nh kinh doanh: xc nh quan

im v thi , cc tiu chun khch hng s
dng nh gi cc nhn hiu c kh nng
cnh tranh vi nhau
26/01/15
Chng 4
Hnh vi ca khch hng
nh gi cc phng n
B su tp
nhn hiu
Vinaphone
Mobifone
Viettel mobile
S-phone
59
Nhn hiu
quan tm
Vinaphone
Mobifone
Viettel mobile
Nhn hiu
la chn
Vinaphone
Mobifone
Quyt
nh
Vinaphone
26/01/15
Chng 4
Hnh vi ca khch hng
nh gi cc phng n
60
Mt s xu th nh gi c bn:
1.
Coi sn phm l mt tp hp cc thuc tnh phn

nh nhng li ch ca sn phm m ngi mua
mong i:
-
c tnh k thut, l-ho: mu, c
c tnh s dng
c tnh tm l
c tnh kt hp
26/01/15
Chng 4
Hnh vi ca khch hng
nh gi cc phng n
61
2.
Xu hng phn loi v mc quan trng ca cc

thuc tnh khc nhau:
-
Thuc tnh quan trng: p ng nhng li ch

m ngi mua mong i t sn phm
Thuc tnh ni bt: thit k, mu m, mu sc
26/01/15
Chng 4
Hnh vi ca khch hng
nh gi cc phng n
3.
Xu hng dng nim tin ca mnh gn vi hnh nh

ca cc nhn hiu: nim tin v chic t c cht
lng cao, sang trng, t ng nht vi nhn
hiu Mercedes-benz
-
62
Nim tin v nhn hiu c th thay i qua nhn thc

v kinh nghim
26/01/15
Chng 4
Hnh vi ca khch hng
nh gi cc phng n
3.
Xu hng dng nim tin ca mnh gn vi hnh nh

ca cc nhn hiu: nim tin v chic t c cht
lng cao, sang trng, t ng nht vi nhn
hiu Mercedes-benz
-
63
Nim tin ca ngi tiu dng v sn phm c th khc

ho v thay i bng n lc marketing (n lc phi
p ng c s mong i ca khch hng)
26/01/15
Chng 4
Hnh vi ca khch hng
nh gi cc phng n
4.
Xu hng gn cho mi thuc tnh ca sn phm

mt gi tr s dng
- S la chn ca khch hng: chn nhng nhn
hiu mang li cho h tng s s tho mn t cc
c tnh ca sn phm l ti a tnh cho ng tin
h phi b ra
64
26/01/15
Chng 4
Hnh vi ca khch hng
65
Quyt nh mua
nh mua ca khch hng thng dnh cho

nhng sn phm, dch v c th hng cao
nht
T nh mua n quyt nh mua cn chu

chi phi ca nhng yu t km hm
26/01/15
Chng 4
Hnh vi ca khch hng
Quyt nh mua
Thi
ca ngi khc
Quyt nh
mua
nh mua
Nhng yu t
hon cnh
66
26/01/15
Chng 4
Hnh vi ca khch hng
nh gi sau khi mua
nh hng n hnh vi mua tip theo ca

ngi tiu dng
Vi nh kinh doanh: nhng nh gi sau khi mua

ca khch hng l 1 biu hin ca s thnh
cng/khng thnh cng ca cc n lc marketing
67
26/01/15
Chng 4
Hnh vi ca khch hng
Hnh vi mua ca khch hng t chc
Hnh vi mua ca cc DN sn xut
68
Nhng dng mua ch yu

DNSX mua lp i lp li cc t liu sn xut
Mua lp li c s thay i v tnh nng, quy
cch hng ho, cc iu kin cung cp ng
kh
Mua gii quyt cc nhim v mi
26/01/15
Chng 4
Hnh vi ca khch hng
Hnh vi mua ca cc DN sn xut
Nhng ngi tham gia vo qu trnh mua
69
Ngi s dng: vai tr khi xng mua

Ngi nh hng: cc chuyn vin k thut
Ngi quyt nh: ngi c thm quyn
Ngi mua:trc tip mua
Ngi gc cng
26/01/15
Chng 4
Hnh vi ca khch hng
Cc yu t nh hng ti hnh vi mua
ca DNSX
Cc yu t mi trng: kinh t, chnh tr, lut php,
cng ngh. . .
Cc c im t chc ca doanh nghip sn xut
Cc yu t quan h bn trong DN
Cc yu t thuc c nhn ca ngi tham gia vo
q.trnh mua: ng c,nhn thc,tm l, s thch, c
tnh
70
26/01/15
Chng 4
Hnh vi ca khch hng
Qu trnh mua (mi) ca DNSX
Nhn thc vn
M t khi qut nhu cu
nh gi c tnh sn phm
Tm kim cc nh cung ng
Yu cu cho hng
La chn nh cung ng
Lm cc th tc t hng
Xem xt hiu qu cc quyt nh
71
26/01/15
Chng 4
Hnh vi ca khch hng
Hnh vi mua ca cc t chc thng mi
4 chin lc la chn danh mc hng kinh
doanh:
Kinh doanh chng loi hng ha ring bit (
Kinh doanh chiu su
Kinh doanh chiu rng
Kinh doanh hn hp
72
26/01/15
Chng 4
Hnh vi ca khch hng
Hnh vi mua ca cc t chc thng mi
Cc thnh vin tham gia tin trnh mua:
cc doanh nghip ln, vic mua thng do
nhm ngi chuyn ph trch mua hng thc
hin
cc t chc nh vic mua thng do ch
doanh nghip thc hin
73
26/01/15
Chng 4
Hnh vi ca khch hng
Hnh vi mua ca cc t chc nh nc
Cc thnh vin tham gia tin trnh mua:
Mi t chc c nhng ngi tham gia vo quyt
nh mua khc nhau do vy th tc mua ca h
c tnh cht ring bit i hi ngi lm
Marketing phi nghin cu.
74
26/01/15
Chng 4
Hnh vi ca khch hng
Nhng nhn t nh hng ti hnh vi mua:

Ngoi cc nhn t mi trng, t chc, quan h c
nhn... vic mua ca t chc nh nc b gim st
cht ch ca c t chc ln cng chng.
Th tc mua sm ca h rt phc tp do nhng
nguyn tc hnh chnh chi phi.
75
26/01/15
Chng 4
Hnh vi ca khch hng
76
Cch thc thc hin quyt nh mua ca cc t

chc nh nc: vic k kt hp ng mua bn
thng phc tp v chm
Phng thc mua: u thu cng khai hoc hp

ng da vo thng lng
26/01/15
Chng 5
La chn TT mc tiu v nh v TT
o lng v d bo th trng
Nhng khi nim chnh:
Tng cu th trng (v mt loi sn phm):
tng hp khi lng sn phm m mt nhm

khch hng nht nh s mua ti mt a bn
nht nh trong mt khong thi gian nht nh
vi mt mi trng Marketing nht nh v mt
chng trnh Marketing nht nh
77
26/01/15
Chng 5
Nhng khi nim chnh:
Tng cu th trng (v mt loi sn phm):
Cu th trng
trong 1 gian on
c th
Tim nng th
trng
Q2
Mc tiu th ti
thiu ca th
trng
Q1
Chi ph d nh
78
Chi ph marketing ca ngnh
26/01/15
Chng 5
Nhng khi nim chnh:
Tim nng th trng: gii hn tim cn ca
cu th trng khi chi ph Marketing tin ti v

hn trong mt mi trng Marketing nht nh
D bo cu th trng: vic doanh nghip xc
nh mt v tr c th trn ng cong cu vi
mt chi ph Marketing ca ngnh
79
26/01/15
Chng 5
Nhng khi nim chnh:
80
Cu doanh nghip
Cu doanh nghip l phn cu ca th trng thuc
v doanh nghip
Qi = Si x Q
Trong :
- Qi l cu ca doanh nghip i
- Si l th phn ca doanh nghip i
- Q l tng cu th trng
26/01/15
Chng 5
Nhng khi nim chnh:
81
Tim nng tiu th ca doanh nghip: gii hn

tim cn ca cu doanh nghip khi n lc
marketing tng ln tng i so vi i th cnh
tranh.
D bo cu doanh nghip: vic doanh nghip d

bo mc cu tiu th ca mnh cn c k hoch
Marketing la chn v mi trng Marketing
c gi nh.
26/01/15
Chng 5
c tnh cu hin ti
c tnh tng nhu cu th trng:

Cng thc tnh: Q = n.q.p
Trong
Q: tng nhu cu th trng
n: s lng ngi mua i vi sn phm (th
trng nht nh nhng gi thit nht nh)
q: Sn lng sn phm 1 ngi mua 1 nm
p: gi trung bnh 1 n v sn phm
82
26/01/15
Chng 5
c tnh cu hin ti
c tnh tng nhu cu th trng khu vc
83
Phng php xy dng th trng: i hi

doanh nghip phi pht hin c tt c nhng
ngi mua tim n v c tnh kh nng mua
sn phm ca h
26/01/15
Chng 5
c tnh cu hin ti
c tnh tng nhu cu th trng khu vc
Phng php ch s a yu t: doanh nghip

phi xc nh c cc yu t c mi tng
quan vi tim nng th trng khu vc
kt hp chng thnh mt phng trnh a bin,

mi bin km theo mt trng s th hin mc
nh hng ti mc tiu th ca tt khu vc
84
26/01/15
Chng 5
c tnh cu tng lai
85
Ba giai on:
D bo v m: da trn nhng d on v tnh

trng lm pht, tht nghip, li sut, chi tiu ca
ngi tiu dng, u t, GDP...
D bo mc tiu th ngnh
D bo mc tiu th ca doanh nghip
26/01/15
Chng 5
c tnh cu tng lai
86
Cc phng php d bo cu:
Thm d nh ngi mua: thng qua iu tra,

phng vn khch hng
Tng hp kin ca lc lng bn hng
Cc phng php khc: thu thp thng tin t

cc ngun huyn gia, hip hi thng mi,
ngi cung ng
26/01/15
Chng 5
Tm quan trng:
Do ngun lc ca doanh nghip c hn
Do cnh tranh
Do s a dng ca cc i tng khch hng
87
26/01/15
Chng 5

S hnh thnh marketing mc tiu
1) Marketing i tr: nh cung cp sn xut v
phn phi, qung co mt cch i tr ch

cho mt loi sn phm hng ti tha
mn tt c cc khch hng c trn th trng
88
26/01/15
Chng 5

1) Marketing a dng ha sn phm: nh cung
cp sn xut nhng mt hng cng chng

loi nhng c khc nhau mt s c im
nhm to ra s a dng cho sn phm
hp dn khch hng
89
26/01/15
Chng 5

1) Marketing i tr: nh cung cp sn xut v
phn phi, qung co mt cch i tr ch

cho mt loi sn phm hng ti tha
mn tt c cc khch hng c trn th trng
90
26/01/15
Chng 5

2) Marketing a dng ha sn phm: nh cung

cp sn xut nhng mt hng cng chng
loi nhng c khc nhau mt s c im
nhm to ra s a dng cho sn phm
hp dn khch hng
91
26/01/15
Chng 5

3) Marketing mc tiu:
Nh cung cp tp trung n lc marketing

ng th trng
Xy dng cho doanh nghip v sn phm

ca doanh nghip mt hnh nh ring, r
nt, gy n tng v r nt
mong i ca khch hng c tha mn,

tng kh nng cnh tranh ca DN
92
26/01/15
Chng 5

Ba bc c bn ca marketing mc tiu:
1. Phn on th trng
Xc nh cc tiu ch phn on v phn on
Xc nh c im ca tng on th trng
c xc nh
2. Chn th trng mc tiu
93
nh gi mc hp dn ca tng on th
trng
Chn mt hoc vi on th trng lm th trng

mc tiu
26/01/15
Chng 5

Ba bc c bn ca marketing mc tiu:
3. nh v th trng
94
Xc nh v th tng on th trng
mc tiu
Xy dng chng trnh marketing-mix cho

th trng mc tiu
26/01/15
Chng 5

Phn on th trng
Khi nim:
95
Phn on th trng l qu trnh phn chia th

trng tng th thnh cc nhm trn c s
nhng im khc bit v nhu cu, mong i,
cc c trng hay hnh vi
on th trng: l mt nhm khch hng c

nhng phn ng nh nhau i vi mt tp hp
cc kch thch marketing ca doanh nghip
26/01/15
Chng 5

Phn on th trng
Yu cu vi phn on th trng:
96
o lng c
C qui m ln
Kh thi
26/01/15
Chng 5

Phn on th trng
Tiu ch phn on th trng:
97
a l
Nhn khu hc
Tm l, hnh vi tiu dng
Mc trung thnh vi nhn hiu
26/01/15
Chng 5

Thi trng mc tiu l th trng bao gm
cc khch hng c cung nhu cu, mong mun

m doanh nghip c th p ng v c li th
hn so vi cc i th cnh tranh
98
26/01/15
Chng 5

nh gi cc on th trng: cn c
99
Qui m v mc tng trng ca th trng

Mc hp dn v c cu th trng (m hnh 5 lc
lng cnh tranh ca M.Porter
Mc tiu v kh nng ca doanh nghip
26/01/15
Chng 5

5 pc phng n la chn
Phng n 1: tp trung vo 1 on th trng
M1 M2 M3
P1
P2
Pi: sn phm i (i=1,2,3)

Mi: on th ttrng i (i=1,2,3)
P3
100
26/01/15
Chng 5

5 pc phng n la chn
Phng n 2: chuyn mn ha tuyn chn
M1 M2 M3
P1
P2

P3
101
26/01/15
Chng 5

5 pc phng n la chn
Phng n 3: chuyn mn ha theo c trng th trng
M1 M2 M3
P1
P2

P3
102
26/01/15
Chng 5

5 pc phng n la chn
Phng n 4: chuyn mn ha theo c tnh sn phm
M1 M2 M3
P1
P2

P3
103
26/01/15
Chng 5

5 pc phng n la chn
Phng n 5: Bao ph th trng
M1 M2 M3
P1
P2

P3
104
26/01/15
Chng 5

Cc chin lc p ng th trng mc tiu
Chin lc 1: Marketing khng phn bit
Marketing mix
ca
doanh nghip
105
Ton b thj trng
26/01/15
Chng 5

Chin lc 2: Marketing phn bit
106
Marketing mix 1
Khc th trng 1
Marketing mix 2
Khc th trng 2
Marketing mix 3
Khc th trng 3
26/01/15
Chng 5

Chin lc 3: Marketing tp trung
Khc th trng 1
Marketing mix
Khc th trng 2
Khc th trng 3
107
26/01/15
Chng 5
nh v th trng
Khi nim
L vic thit k mt sn phm c nhng c

tnh khc bit so vi sn phm ca i th
cnh tranh nhm to cho sn phm mt hnh
nh ring trong con mt khch hng
108
26/01/15
Chng 5
nh v th trng
L do cn nh v th trng
109
Do qu trnh nhn thc ca khch hng c hn

i hi doanh nghip phi c nhng thng ip
r rng, xc tch, gy n tng cng vi vic
cho bn nhng sn phm
Do yu cu ca cnh tranh
Do dung lng ln ca cc thng ip qung

co lm cho khch hng khng c kh nng
tip nhn c tt c.
26/01/15
Chng 5
nh v th trng
Cc hot ng trng tm ca chin lc
nh v
110
To ra mt hnh nh c th cho sn phm, nhn

hiu trng tm tr ca khch hng th trng
mc tiu
La chn v th ca sn phm doanh nghip

trn th trng mc tiu
26/01/15
Chng 5
nh v th trng
Cc hot ng trng tm ca chin lc
nh v
111
To s khc bit cho nhn hiu, sn phm
La chn v khuych trng nhng im khc

bit c ngha
26/01/15
Chng 5
nh v sn phm
Cc bc tin hnh nh v:
Phn on TT, la chn TT mc tiu
nh gi thc trng v nh v hin c trn
th trng
Chn hnh nh v v th cho sn phm v
nhn hiu doanh nghip

Son tho chng trnh marketing thc
hin chin lc nh v chn

112
26/01/15
Chng 6
C/lc, k/hoch, t/chc v k/tra marketing
Lp c/lc v k/hoch marketing
113
Xy dng chin lc kinh doanh theo quan

im Marketing: qu trnh qun tr nhm to ra v
duy tr s n khp v chin lc gia cc mc
tiu v kh nng ca doanh nghip vi cc c hi
Marketing y bin ng
26/01/15
Chng 6
Qu trnh lp chin lc kinh doanh ca DN
Xc nh
cng lnh
ca doanh
nghip
114
ra
nhim v
K hoch
pht trin
cc lnh
vc
Chin
lc pht
trin
doanh
nghip
26/01/15
Chng 6
Lp k hoch marketing:
Cc ni dung ca k hoch
115
Cc ch tiu kim tra
Tnh hnh Marketing hin ti
Nhng nguy c va kh nng m doanh nghip

phi i mt
Nhim v v vn
26/01/15
Chng 6
Lp k hoch marketing:
Cc ni dung ca k hoch
116
T tng chin lc Marketing
Chng trnh hnh ng
D ton ngn sch
Trnh t kim tra
26/01/15
Chng 6
H thng t chc marketing
T chc theo chc nng :

P.TG ph trch marketing
Nh qun
tr
Marketing
117
CV ph
trch qung
co v
khuyn mi
CV ph
trch tiu
th
CV ph trch
nghin cu
marketing
CV nghin
cu sn
phm mi
26/01/15
Chng 6
T chc theo nguyn tc a l:

P.TG ph trch marketing
Nh qun tr
Marketing
CV ph trch
qung co,
KM
CV tiu th
ton quc
CV nghin
cu
marketing
Cv sn
phm mi
- CV tiu th khu vc
- CV tiu th tnh, thnh
- CV tiu th cp huyn
118
26/01/15
Chng 6
T chc theo sn phm :

Ph Tng gim c ph trch Marketing
Nh qun tr
Marketing
Ch.vin q.co v
khuyn mi
Ch. vin q. tr danh

mc sn phm
Ch. vin nghin cu

Marketing
Ch. Vin ph trch

tiu th sn phm
Chuyn vin qun tr

nhm sn phm
Chuyn vin qun tr mt

sn phm
119
26/01/15
Chng 6
120
T chc theo khch hng:
S dng khi doanh nghip c nhiu loi khch

hng khc nhau
Cch thc t chc: di quyn ngi qun tr

chung v khch hng l cc chuyn vin ph trch
tng loi khch hng.
26/01/15
Chng 6
Kim tra marketing
Kim tra vic thc hin k hoch nm: 4 bc

1. Cc nh lnh o phi nu r mc tiu tng
qu, tng thng trong k hoch nm, nh nhng
chng mc.
2. Cp qun tr marketing phi theo di kt qu t
c trn th trng
3. Phi xc nh nhng nguyn nhn sai lch trong
thc hin
4. iu chnh t c mc tiu mong mun
121
26/01/15
Chng 6
Kim tra marketing
Kim tra vic thc hin k hoch nm:

Ni dung kim tra:
122
Phn tch doanh s
Phn tch th phn
Phn tch chi ph marketing so vi doanh s
26/01/15
Chng 6
Kim tra marketing
Kim tra vic thc hin k hoch nm:

Ni dung kim tra:
123
Phn tch doanh s
Phn tch th phn
Phn tch chi ph marketing so vi doanh s
Thm d thi khch hng
26/01/15
Chng 6
124
Kim tra marketing
Kim tra kh nng sinh li (ca sn phm):

theo tng khu vc, theo tng nhm khch hng,
theo tng ca hng, theo tng nhn vin bn
hng
Kim tra chin lc: gim nh marketing (s

kho st ton din v c h thng, c lp v theo
nh k v mi trng, mc tiu chin lc v cc
hot ng marketing ca mt doanh nghip hay
mt n v kinh doanh)
26/01/15
Chng 7
Cc quyt nh v sn phm
Sn phm theo quan im marketing

Sn phm (theo quan im marketing) l
tt c cc yu t c th p ng nhu cu v mong
mun ca khch hng, mang li li ch cho h,
ng thi c th cho bn trn th trng
125
26/01/15
Chng 7
Cc quyt nh v sn phm
126
Sn phm c hiu bao gm c hng ho hu

hnh v dch v: tng, dch v, hng ho hoc
s kt hp cc yu t trn
Theo P.Kotler, c 4 loi sn phm c th:

- Hng ho hu hnh thun tu
- Hng ho hu hnh vi cc dch v b sung km
theo
- Dch v chnh v cc hng ho, dch v km theo
- Dch v thun ty
26/01/15
Chng 7
Cc quyt nh v sn phm

Cc cp ca 1 sn phm
p ng li ch c bn ca
ngi tiu dng
Biu hin c th ca
sn phm ct li (thit
k, bao gi, )
Hng ho hu hnh, dch v

hoc li ch tng thm
Phn bit vi sn phm ca
i th cnh tranh
127
sn phm
ct li
sn phm
hin thc
sn phm
nng cao
26/01/15
Chng 7
Cc quyt nh v sn phm
Cc quyt nh v nhn hiu sn phm

Khi nim
Nhn hiu l tn gi, thut ng, biu tng,
hnh v hay s kt hp gia cc yu t ny

c dng nhn bit sn phm v phn
bit n vi cc sn phm cnh tranh
128
26/01/15
Chng 7
Cc quyt nh v sn phm

B phn cu thnh
Tn nhn hiu
Du hiu ca nhn hiu
Nhn hiu c ng k bn quyn
Quyn tc gi.
129
26/01/15
Chng 7
Cc quyt nh v sn phm

Cc quyt nh lin quan n nhn hiu
C gn nhn hiu cho hng ho khng?
Ai l ngi ch nhn hiu? nh sn xut, nh
trung gian, va nh sn xut va l nh trung

gian
Tng ng vi nhn hiu cht lng c c
trng g?
130
26/01/15
Chng 7
Cc quyt nh v sn phm

t tn cho nhn hiu th no? C 4 cch:
131
Tn nhn hiu ring bit
Tn nhn hiu ng nht cho cng mt hng
Tn thng mi ca DN kt hp vi tn nhn
hiu
Tn nhn hiu tp th cho tng dng hng

ho
26/01/15
Chng 7
Cc quyt nh v sn phm

C nn m rng gii hn s dng tn nhn hiu
khng?
132
Da vo nhn hiu thnh danh
Nguy c gim uy tn hng c
26/01/15
Chng 7
Cc quyt nh v sn phm
Quyt nh v bao gi
Quyt nh v kch thc, hnh dng, vt liu, mu
sc.
Quyt nh v li ch marketing, li ch x hi, li
ch ngi tiu dng, li ch DN.
Quyt nh v cc thng tin (v hng ho, phm
cht, c tnh, ngy v ni sn xut, v k thut, an
ton, v nhn hiu thng mi, thng tin do lut
nh)
133
26/01/15
Chng 7
Cc quyt nh v sn phm
Quyt nh v dch v khch hng

Ni dung v cht lng dch v
Chi ph dch v
La chn hnh thc cung cp dch v.
134
26/01/15
Chng 7
Cc quyt nh v sn phm
Pht trin sn phm mi

L do pht trin sn phm mi
Sn phm hin hnh chn mui, suy thoi
D tha cng sut sn xut sn phm
Gim mo him
Duy tr v pht trin mi quan h vi khch hng
C c hi p ng nhu cu cha c tho
mn ca khch hng
135
26/01/15
Chng 7
Cc quyt nh v sn phm
Pht trin sn phm mi

nh ngha sn phm mi
Sn phm mi = bt k s thay i no ca sn
phm c
Cc dng sn phm mi
Sn phm mi v nguyn tc (cha th trng
no c)
Sn phm ci thin t sn phm c
Sn phm mi nh du nhp
136
26/01/15
Chng 7
Cc quyt nh v sn phm
Pht trin sn phm mi

Qu trnh pht trin sn phm mi
137
Bc 1
Hnh thnh tng
Bc 2
Sng lc tng
Bc 3
Son tho v thm nh d n sn phm mi
Bc 4
Pht trin chin lc marketing cho sn phm mi
Bc 5
Thit k sn phm
Bc 6
Th nghim sn phm mi trn th trng
Bc 7
Thng mi ho
26/01/15
Chng 7
Cc quyt nh v sn phm
Mc
Tiu
th,
li
nhun
Chu k sng ca sn phm

Giai
on
tung sn
phm ra
th
trng
Giai on
pht trin
Giai on bo ho
Giai on
suy thoi
Mc tiu th
Li nhun
0
138
Thi gian
26/01/15
Chng 8
Cc quyt nh v gi
Gii thiu chung
Gi: yu t chnh trong marketing mix ca 1
DN:
Phi chp nhn c vi cc khch hng mc tiu
(tng xng vi gi tr m h nhn thc c)

Phi phn nh c cc ni dung khc ca
marketing mix
Gip DN t c mc tiu ca mnh (ti a ha li
nhun, xm nhp, chim lnh th trng)
139
26/01/15
Chng 8
Cc quyt nh v gi
Cc yu t nh hng n quyt nh gi
Cc nhn t bn trong:
Mc tiu marketing ca doanh nghip (khng nh
v th, tng li nhun)
Chi ph v phn tch ha vn ca DN
Cc yu t marketing mix khc
140
26/01/15
Chng 8
Cc quyt nh v gi
Cc yu t nh hng n quyt nh gi
Cc nhn t bn ngoi:
Cu: lng cu, co gin ca cu so vi gi, a
im tiu dng, thi gian tiu dng, c trng v
tm l khch hng
Cnh tranh: mc gi v chin lc gi ca cc i
th cnh tranh, mc cnh tranh trn th trng
Cc yu t khc: Cc qui nh ca cc c quan
qun l nh nc, thi (phn ng) ca CP, mi
trng kinh t
141
26/01/15
Chng 8
Cc quyt nh v gi
Cc phng php nh gi
nh gi da vo chi ph:
Gi = CFbnh qun (CF nh bin) + % li nhun
mong mun
nh gi da vo khch hng (kh nng
thanh ton, mong mun, a im, thi gian s

dng sp ca KH)
nh gi da vo i th cnh tranh
142
26/01/15
Chng 8
Cc quyt nh v gi
Cc bc chnh ca qu trnh quyt nh gi
ban u
1. Phn tch mc tiu nh gi ca DN
2. Xc nh mc cu v c trng ca khch hng
3. Phn tch chi ph
4. Kim tra chin lc gi ca i th cnh tranh v chin
lc nh v ca DN
5. La chn phng php nh gi
6. Quyt nh mc gi c bn
7. Gim st phn ng ca th trng i vi gi v xc
nh nguyn nhn
143
26/01/15
Chng 8
Cc quyt nh v gi
Chin lc gi cho sn phm mi:
Chin lc gi ht vng
Cu
a
i mi
144
144
Chp
nhn sm
a s
Chp
chp nhn sm nhn mun
t1
t2
t3
Bo th
t4
26/01/15
Chng 8
Cc quyt nh v gi
Chin lc gi cho sn phm mi:
Chin lc gi bo ha
t1
145
t2
t3
t4
26/01/15
Chng 8
Cc quyt nh v gi
Chin lc gi cho dch v mi:
Chin lc gi bm chc th trng
t1
146
t2
t3
t4
26/01/15
Chng 9
Cc quyt nh v phn phi sn
phm
Khi qut v knh phn phi
nh ngha:
Knh phn phi = tp hp cc t chc v c

nhn tham gia vo qu trnh a sp t ngi
sx ti ngi tiu dng
147
26/01/15
Chng 9
Cc quyt nh v phn phi sn
phm
Cc loi hnh trung gian tham gia knh phn
phi:
Nh bn bun: mua sp v bn li cho cc trung
gian khc
Nh bn l: bn sp cho ngi tiu dng cui cng
i l v mi gii: thay mt nh sx bn sp
(khng c quyn s hu sp)
148
26/01/15
Chng 9
Cc quyt nh v phn phi sn phm
Vai tr ca trung gian phn phi:
ng SX vi nh sx (c bit, trong kinh doanh
dch v)
M rng mng li phn phi, thc hin mc tiu
ca DN (th phn, mc bao ph th trng,
gim CF..)
149
26/01/15
Chng 9
Vai tr ca trung gian phn phi:
Cung cp cc dch v h tr cho KH
a dng ha s la chn cho KH
Chia s ri ro vi DN (ti chnh)
Gip DN nng cao kh nng cnh tranh
150
26/01/15
Chng 9
Cu trc knh phn phi
Chiu di ca knh phn phi: o bng s
cp trung gian c mt trong knh
B rng knh phn phi: o bng s lng
cc trung gian c mt mi cp
151
26/01/15
Chng 9
Cu trc knh phn phi
Knh phn phi i vi sn phm tiu dng
Nh SX
Ngi TD
Knh 1 cp
Ngi B.L
Ngi TD
Nh SX Knh 2 cpNgi B.B
Ngi B.L
Ngi TD
Knh 3 cp
i l
Ngi B.B
Ngi B.L
Ngi TD
Nh SX
Nh SX
152
Knh trc tip
26/01/15
Chng 9
La chn v qun l knh phn phi
Cn c la chn knh phn phi
Mc tiu marketing
c im khch hng mc tiu
c im ca sp
c im trung gian thng mi
153
26/01/15
Chng 9
Cn c la chn knh phn phi
c im ca doanh nghip (kh nng ti chnh,
con ngi, kh nng qun l knh phn phi)

Knh phn phi ca i th cnh tranh
c im ca mi trng marketing khc: lut
php, tnh hnh kinh t
154
26/01/15
Chng 9
Qun l knh phn phi:
La chn thnh vin knh
Khuyn khch cc thnh vin trong knh phn phi
nh gi hot ng ca cc thnh vin knh
Gii quyt xung t gia cc thnh vin knh
155
26/01/15
Chng 10
Cc quyt nh v xc tin hn hp
Gii thiu chung
Bn cht ca hot ng xc tin hn hp (truyn
thng marketing):
Truyn thng tin lin quan n sn phm, dch v ti
th trng khch hng mc tiu nhm mc tiu to s
d dng hn trong quyt nh mua sp, dch v ca
khch hng (hay hot ng trao i gia DN v khch
hng)
156
26/01/15
Chng 10
Qu trnh truyn thng
Phn hi
ngh M
ho
Thng ip
Tip nhn Gii

m
Ngi pht
Knh
Ngi nhn
Nhiu
157
26/01/15
Chng 10
Cc bc chung ca hot ng truyn
thng marketing
1- Xc nh ngi nhn tin
2- Xc nh trng thi lin quan n vic mua ca ngi
nhn tin: nhn bit, hiu, thin cm, a chung, nh mua,
hnh ng mua.
3- La chn phng tin truyn thng: trc tip hay gin

tip
158
Marketing
Qun tr cn
marketing
bn/ Gv.
dch
Nguyn
v/ Ging
Th Hong
vin: Nguyn
Yn Th Hong Yn
26/01/15
Chng 10
Cc bc chung ca hot ng truyn
thng marketing
4- La chn v thit k thng ip truyn thng: m bo
m hnh AIDA (Attention- Interest Desire Action)
5- To tin cy cho ngun tin
6- Thu nhn thng tin phn hi
159
Marketing
Qun tr cn
marketing
bn/ Gv.
dch
Nguyn
v/ Ging
Th Hong
vin: Nguyn
Yn Th Hong Yn
26/01/15
Chng 10
Khng dng
ngn t
u l
thng ip
qung co?
160
Marketing
Qun tr cn
marketing
bn/ Gv.
dch
Nguyn
v/ Ging
Th Hong
vin: Nguyn
Yn Th Hong Yn
26/01/15
Chng 10
Khng dng
ngn t
u l
thng ip
qung co?
161
Marketing
Qun tr cn
marketing
bn/ Gv.
dch
Nguyn
v/ Ging
Th Hong
vin: Nguyn
Yn Th Hong Yn
26/01/15
Chng 10
Slogan message
162
Marketing
Qun tr cn
marketing
bn/ Gv.
dch
Nguyn
v/ Ging
Th Hong
vin: Nguyn
Yn Th Hong Yn
26/01/15
Chng 10
Xc lp xc tin hn hp
c im ca cc cng c xc tin:
Qung co
Xc tin bn
PR
Marketing trc tip
Bn hng c nhn
163
26/01/15
Chng 10
Xc lp xc tin hn hp
Cc nhn t nh hng:
Kiu loi sn phm/ th trng
Chin lc ko hay y
Cc trng thi sn sng mua ca khch hng
Cc giai on ca chu k sng ca sn phm
164
26/01/15
Chng 10
Xc lp xc tin hn hp
Cc nhn t nh hng:
Nh sn
xut
Xc tin
hn hp
(qung co,
khuyn
mi)
Nh bn
bun
Xc tin
hn hp
(qung co,
khuyn
mi)
Nh bn l
Xc tin
hn hp
(qung co,
khuyn
mi)
Khch
hng
Chic lc y
165
26/01/15
Chng 10
Xc lp xc tin hn hp
Cc nhn t nh hng:
Nh sn
xut
Xc tin
hn hp
(qung co,
khuyn
mi)
Nh bn
bun
Nh bn l
Khch hng
Chic lc ko
166
26/01/15
Chng 10
Xc lp xc tin hn hp
Xc nh ngn sch cho hot ng truyn
thng:
Phng php xc nh theo t l % doanh s bn
Phng php cn bng cnh tranh
Phng php cn c vo mc tiu v nhim v
Phng php theo kh nng
167
26/01/15
Chng 10
Qung co
Ch th qung co (doanh nghip):
Mua hoc thu 1 khng gian qung co v lng
vo 1 thng ip (phi tr tin)
Xc nh ngn sch qung co da vo chi ph
ca i th cnh tranh hoc chi ph cn thit
thc hin mc tiu ca doanh nghip (trong tng
quan so snh vi kh nng v ngun lc ca
doanh nghip)
168
26/01/15
Chng 10
Qung co
Phng tin qung co:
Bo, tp ch
Tivi
Radio
Catelogue, t ri
Bin hiu, affiche
Website
169
26/01/15
170
26/01/15
Chng 10
Qung co
Tiu ch la chn phng tin qung co:
H s ch : % khch hng quan tm n
thng ip qung co
V d trn th trng Php
171
30% cho bo ch
40% cho TV,
20% cho Radio,
4% cho bin hiu,
85% cho rp chiu phim
26/01/15
Chng 10
Qung co
Tiu ch la chn phng tin qung co:
H s ghi nh: % khch hng nh v qung
co ca doanh nghip sau t nht 1 ln tip
xc
v d trn th trng Php
10% cho bo ch
15% cho TV
5% cho Radio
2% cho bin hiu
70% cho rp chiu phim
172
26/01/15
Chng 10
Qung co
V d v qung co trn TV
173
26/01/15
Chng 10
Ti tr
L hot ng qung co gin tip da vo cc s kin
nht nh: th thao, vn ho, x hi, khoa hc
Nhm vo 2 nhm i tng chnh
Nhng ngi tham gia trc tip vo s kin
Nhng ngi theo di s kin qua phng tin
truyn thng
174
26/01/15
Chng 10
Ti tr
175
26/01/15
Chng 10
Quan h cng chng (PR)
Mc tiu l thit lp v duy tr mi quan h tt p vi
nhng ngi nh hng (nh u t, cc nh phn
tch ti chnh, cc c quan nh nc, bo ch)
Hot ng c th
Thng co bo ch
Hp bo
ng bi v doanh nghip trn bo, tp ch
Tr li phng vn
Cho thm quan doanh nghip

176
26/01/15
Chng 10
Quan h cng chng (PR)
177
26/01/15
Chng 10
Xc tin bn
Mc tiu: kch thch quyt nh mua ca khch
hng ngay lp tc bng cch to ra nhng c

hi nht nh mang tnh ngn hn cho vic
mua ca khch hng.
178
26/01/15
Chng 10
Xc tin bn
Cc hnh thc ca xc tin:
Tng min ph: qu, phiu gp thm trng thng,
hng dng th
Tng thm sn phm vi cng 1 mc gi, th
khch hng trung thnh
Gim gi: bn theo l, phiu gim gi, gim gi
tc thi
Bo him cho sn phm: nhn li sn phm trong
trng hp c khong cch gi hoc khch hng
khng hi lng, i min ph
179
26/01/15
Chng 10
Xc tin bn
Cc hnh thc ca xc tin:
180
26/01/15
Chng 10
Xc tin bn
Hiu qu ca xc tin bn:
V d trn th trng php:
33% khch hng thng xuyn la chn sn phm hay c
khuyn mi
61% gy s nh hng n ngi khc
9% khng nhy cm vi xc tin bn
7% khch hng sn phm dng th sn phm tr thnh
khch hng
181
26/01/15
Chng 10
Bn hng c nhn (personal selling):
C nhiu hnh thc, nhng nhn chung u lin quan
n nhng n lc ca ngi bn hng, thng qua
nhng tip xc mang tnh cht c nhn nht nh vi
khch hng hin ti hoc tim nng, nhm mc ch
thuyt phc h mua hng
Bn hng c nhn khc vi qung co ch n da
vo nhng tip xc mang tnh c nhn, mt i mt
hoc qua in thoi
182
26/01/15
Chng 10
Mt kha cnh linh hot ca bn hng c nhn l
ngi bn hng c th nh gi phn ng ca khch
hng vi nhng thng ip ca doanh nghip ti thi
im tip xc vi khch hng, v h c th iu chnh
thng ip nhm c c nhng phn ng c li
t khch hng ngay tc th
183
26/01/15
Chng 10
BHCN c th cung cp cho khch hng nhiu thng tin
hn nhiu so vi qung co, v do vy, thng c
s dng nhiu trong lnh vc bn hng cng nghip,
hoc bn nhng sp, dv mang tnh k thut, c phc
tp cao. N cng c s dng nhiu trong lnh vc
bn nhng dch v c th nh t vn chng hn, v
vi nhng dv ny, KH v ngi bn phi t nhiu cu
hi vi nhau, cng nh cung cp nhiu thng tin lin
quan n dch v
184
26/01/15
Chng 10
Tm li, BHCN l k thut xc tin c th c DN s
dng tn cng th trng mc tiu c th, hoc
th trng khch hng tim nng, v c th gip DN
thu nhn nhng phn hi ca KH 1 cch trc tip v
nhiu hn cc bin php xc tin khc
185
26/01/15
Chng 10
Hn ch:
u t ln cho vic hun luyn lc lng bn hng trc tip
Chi ph rt cao (trn 1 giao dch)
Ri ro nh hng n hnh nh doanh nghip cao (c bit
nu DN s dng cc k thut bn hng gy p lc
186
26/01/15
Chng 11
Marketing quc t
Bn cht ca marketing quc t
Cc phng php xm nhp th trng quc t:
Xut khu qua cc trung gian xut nhp khu
T chc cc chi nhnh bn hng
Hp ng sn xut theo bn quyn
Xy dng c s sn xut ca mnh ti nc ngoi
di dng lin doanh hay 100% vn ca doanh nghip

Cc doanh nghip ton cu
187
26/01/15
Chng 11
Marketing quc t
Ba loi Marketing quc t:
Marketing xut khu: gip cho cc doanh nghip xut
khu thch ng vi cc yu cu, i hi ca th trng
nc ngoi.
Marketing xm nhp: cng c ca cc doanh nghip
mun c ch ng trn th trng quc t no .
Marketing ton cu: s dng p ng nhu cu ca
cc khu vc khc nhau trn th trng quc t
188
26/01/15
Chng 11
Marketing quc t
Marketing xut khu
1. Nghin cu mi trng marketing quc t
2. Quyt nh xm nhp th trng no?
3. Quyt nh cc phng php xm nhp th trng
4. Quyt nh cc chin lc Marketing hn hp
189
26/01/15
Chng 11
Marketing quc t
Mi trng marketing quc t
Ba vn chnh phi nghin cu:
Mi trng kinh t
Mi trng vn ha
Mi trng chnh tr - lut php
190
26/01/15
Chng 11
Marketing quc t
Nghin cu v la chn th trng
Nghin cu th trng:
Nghin cu tim nng th trng
Nghin cu kh nng xm nhp th trng
La chn th trng
2 dng chin lc xut khu:
Chin lc pht trin theo chiu su.
Chin lc m rng th trng.
191
26/01/15
Chng 11
Marketing quc t
Nghin cu v la chn th trng
La chn th trng
Phng php la chn th trng xut khu:
Phng php th ng: doanh nghip ch hn ch hot
ng trong phm vi p ng nhu cu ca cc n t
hng ca nc ngoi, hoc bn hng qua cc i l
xut khu
Phng php ch ng: doanh nghip hoc l tm th
trng xut khu tng t nh th trng ni a hoc
l dn dn tuyn chn cc th trng c hp cao
192
26/01/15
Chng 11
Marketing quc t
La chn phng thc thm nhp th
trng quc t
Xut khu gin tip
Xut khu trc tip
Nhng giy php
Lin doanh
u t trc tip
193
26/01/15
Chng 11
Marketing quc t
Quyt nh v marketing hn hp
2 xu hng :
p dng cng mt h thng Marketing hn hp
c tiu chun ho cho mi th trng
p dng h thng Marketing hn hp khc bit ho cho
cc th trng khc nhau
194
26/01/15
Chng 12
Marketing dch v
Bn cht v c im ca dch v
Khi nim: 2 cch hiu ph bin v dch v
Mt hot ng hay li ch c mt bn cung cp cho
bn kia. Dch v thng l v hnh v khng c to

ra t s s hu ca bt k yu t sn xut no.
Mt hot ng kinh t to ra gi tr v nhng li ch cho
ngi tiu dng ti mt thi im v a im nht nh
nhm mang li nhng s thay i mong mun c li
cho ngi tiu dng.
195
26/01/15
Chng 12
Marketing dch v
Phn loi dch v
Phn loi theo i tng s dng dch v
Cc dch v dnh cho tiu dng c nhn : gii tr, lm
tc, ti chnh c nhn

Cc dch v dng cho tiu dng t chc : qung co,
t vn, qun l, nghin cu th trng.
196
26/01/15
Chng 12
Marketing dch v
Phn loi dch v
Phn loi theo i tng tc ng ca dch v: cc
dch v c th tc ng ln 2 nhm i tng: con

ngi (c th hay tinh thn) hay vt (ti sn hay quyn
s dng/s hu ca con ngi).
Phn loi theo vai tr ca dch v trong sn phm
Dch v chnh (thun ty)
Dch v b sung
197
26/01/15
Chng 12
Marketing dch v
Phn loi dch v
Phn loi theo mc hu hnh ca dch v
Dch v c v hnh cao : t vn, cha bnh bng
liu php tm l
Dch v gn vi nhng sn phm hu hnh : dch v
sa xe t, sa cha thit b, nh ca
Dch v c hu hnh cao: cho thu t
198
26/01/15
Chng 12
Marketing dch v
Nhng c im c bn ca dch v
Tnh v hnh
Tnh khng tch ri gia cung cp v tiu dng dch
v
Tnh khng ng u v cht lng
Tnh khng d tr c
Tnh khng chuyn quyn s hu
199
26/01/15
Chng 12
Marketing dch v
Qun tr marketing dch v
Mc p dng marketing trong lnh vc dch v
Marketing p dng trong kinh doanh dch v v mt
nguyn l (nguyn tc c bn) khng c s khc bit

so vi cc nguyn l marketing p dng trong kinh
doanh cc sn phm hu hnh.
200
26/01/15
Chng 12
Marketing dch v
Mc p dng marketing trong lnh vc dch v
Marketing dch v c pht trin trn c s tha k
nhng kt qu ca marketing p dng trong lnh vc

sn phm hu hnh.
Tuy nhin, do c trng ca dch v, hot ng
marketing trong kinh doanh dch v c m rng so
vi marketing c p dng trong kinh doanh sn
phm hu hnh
201
26/01/15
Chng 12
Marketing dch v
Ni dung ch yu:
Tam gic marketing dch v
Doanh nghip
Marketing
ni b
Marketing
bn ngoi
Cng ngh
Ngi cung cp dch

v
202
Marketing
tng tc
Khch hng
26/01/15
Chng 12
Marketing dch v
Ni dung ch yu:
H thng marketing hn hp trong kd dch v
Trong kinh doanh dch v, h thng marketing mix

truyn thng thng c thay i bng cch b sung
thm 3 thnh t (3P) na to thnh h thng
marketing mix thng c gi l marketing mix 7P.
Con ngi (People):
Yu t hu hnh (Physical Evidence)
Qu trnh (Process
203
26/01/15

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HC VIN CNG NGH BU CHNH VIN THNG

Bin son: Th.s Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

, cc c nhn v cc nhm c c nhng g h

Marketing cn bn/ Gv. Nguyn Th Hong Yn

ca vic p dng cc khi nim marketing ct li

Marketing cn bn/ Gv. Nguyn Th Hong Yn

tho mn c bn no ca con ngi (s i hi

Marketing cn bn/ Gv. Nguyn Th Hong Yn

mun c c nhng sn phm c th c hu

Marketing cn bn/ Gv. Nguyn Th Hong Yn

mt nhu cu hay mong mun no

sn phm tho mn nhng nhu cu, mong mun ca

Marketing cn bn/ Gv. Nguyn Th Hong Yn

mun t mt ngi no bng cch a cho ngi

Marketing cn bn/ Gv. Nguyn Th Hong Yn

dng li marketing giao dch (transactional

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

hot ng thit k, nh gi, xc tin v phn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Phn tch cc c hi th trng

T chc thc hin v kim tra cc n lc

Marketing cn bn/ Gv. Nguyn Th Hong Yn

H thng thng tin marketing

Marketing cn bn/ Gv. Nguyn Th Hong Yn

H thng thng tin marketing

Marketing cn bn/ Gv. Nguyn Th Hong Yn

H thng thng tin marketing

Pht trin thng tin

Cc quyt nh marketing v truyn thng

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Mi trng cng ngh v t

Mi trng chnh tr, php lut

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Tng dn s trn ton th gii

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Phn b thu nhp

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Thiu nguyn vt liu

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Cng ngh thay i rt

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Php lut iu tit cc

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marketing cn bn/ Gv. Nguyn Th Hong Yn

Marekting phi xem xt n

Marketing cn bn/ Gv. Nguyn Th Hong Yn