Cu 1. Phn tch nhng khi nim c bn ca Marketing ? Marketing l g ?

? Tt c nhng hot ng ca con ngi nhm tha mn nhu cu, mong mun ca h thng qua s trao i . Nhu cu Nhu cu con ngi l trng thi thiu ht mt ci g m tt yu phi c. l nhng g con ngi cn nh thc phm , qun o , nh tn ti .Chng pht sinh t tm sinh l v bn nng ca con ngi . Mong mun l dng nhu cu ca con ngi mc su hn , c th hn v tng xng vi trnh v nhn cch c th. Yu cu L nhng mong mun c km thm iu kin vi kh nng thanh ton v nn hiu l nhng vic tha mn con ngi trong 1 thi gian nht nh . Hng ha L nhng g c a ra th trng tha mn nhu cu v mong mun ca khch hng v c cung cp trn th trng. Trao i L hnh vi nhn c vt mong mun t mt ngi v a cho h vt khc . Giao dch L mt cuc trao i mang tnh thng mi nhng vt c gi tr gia 2 bn. iu kin giao dch : - t nht c 2 vt c gi tr . - Nhng iu kin c th thc hin giao dch c tha mn . - Thi gian phi tha thun
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- a im thc hin Th trng Bao gm tt c cc khch hng c nhu cu hay mong mun cha tha mn , c kh nng v sn sng tham gia giao dch tha mn nhng nhu cu hay mong mun . C 3 phng phng thc tha mn nhu cu : - T cung cp - Trao i phn tn - Trao i tp trung Tm li : ni dung c bn ca Marketing gm: Tin hnh nghin cu th trng xc nh nhu cu , mong mun ca khch hng Thc hin phn khc th trng v xc nh thi trng mc tiu , nh v tr sn phm trn th trng . Lp k hoch chin lc marketing , thc hin Marketing Mix (4 P ) Cu 2: Nhng quan im M trong kinh doanh Cu 3: Trnh by h thng nghin cu marketing 1. Quan nhim v h thng thng tin marketing: H thng thng tin marketing l mt h thng lin h qua li gia ngi, thit b v cc phng php, hot ng thng xuyn thu thp thng tin, phn loi, phn tch, nh gi v ph bin thng tin chnh xc, hin i v cp thit ngi iu hnh n s dng lnh vc marketing vo mc ch ci tin vic lp k hoch, thc hin v kim tra vic thc hin cc bin php marketing. Cc b phn hp thnh h thng thng tin marketing: a. H thng bo co ni b: Phn nh nhng ch tiu tiu th hng ngy, tng chi ph, cc khi lng d tr vt t, s vn ng ca tin mt, nhng s liu v cng n.
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Nhiu cng ty xy dng nhng h thng bo co ni b hon ho trn c s my tnh n t, m bo nhn c mt khi lng ln thng tin ton din trong mt thi gian ngn. Tuy nhin thng tin thu thp c phi to iu kin d dng cho cc nh qun tr ra quyt nh c bn. b. H thng thu thp thng tin marketing bn ngoi: H thng thu thp thng tin marketing bn ngoi l mt tp hp cc ngun v phng php m thng qua nhng ngi lnh o nhn c thng tin thng ngy v cc s kin xy ra trong mi trng thng mi. Mt i ng nhn vin bn hng c hun luyn tt, nhng cn b chuyn mn chu trch nhim thu thp thng tin, vic mua ti liu ca nhng ngi cung cp s liu tp trung v vic thnh lp mt n v chuyn trch v thu thp thng tin tt c nhng iu u c th gp phn nng cao cht lng thng tin marketing thng ngy bn ngoi c chuyn n ban lnh o ca cng ty. c. H thng nghin cu thng tin: Nghin cu marketing l xc nh mt cch c h thng nhng t liu cn thit do tnh hung marketing t ra cho cng ty, thu thp, phn tch chng v bo co kt qu. Nhng ngi nghin cu marketing phi thng xuyn m rng th trng hot ng ca mnh. d. H thng phn tch thng tin marketing: S dng nhng phng php x l thng k hin i cc s liu v cc m hnh, to iu kin d dng cho cc nh hot ng th trng trong qu trnh thng qua nhng quyt nh marketing ti u. C s h thng phn tch thng tin marketing bao gm: + Ngn hng thng k + Ngn hng m hnh
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S nghin cu marketing: L 1 qu trnh gm 5 giai on: - Pht hin r vn v xc nh nhng mc tiu nghin cu: bng cch thm d, tc l d kin thu thp nhng s liu s b no nhm lm sng t vn v c th gip ta a ra gi thit - La chn ngun thng tin: Son tho k hoch thu thp thng tin c s dng cc s liu s cp v th cp. vic thu thp cc s liu s cp i hi phi la chn cc phng php nghin cu (quan st, thc nghim, thm d d lun), chun b cc cng c nghin cu (phiu iu tra, thit b c hc), lp k hoch chn mu (n v mu, khi lng mu, cch ly mu) v la chn phng thc lin h vi cng chng (in thoi, bu in, phng vn trc tip). - Thu thp thng tin: bng cch tm kim bn ngoi phng lm vic hay trong phng th nghim.
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- Phn tch thng tin thu thp c: rt ra t tp hp nhng s liu nhn c nhng ch tiu v mc trung bnh, nhng thnh phn bin ng v pht hin cc mi quan h qua li. - Trnh by cc k qu thu c: to cho nhng ngi qun tr marketing kh nng thng qua nhng quyt nh c cn nhc hn. Cu 4: Phn tch S.W.O.T S.W.O.T l mt phng php nh gi hin trng ca mt t chc c s dng thng dng nht hin nay. Strength im mnh Weakness im yu Opportunity C hi Thread Nguy c, thch thc 1. im mnh: im mnh nm trong tm kim sot ca nh qun tr, ang din ra trong doanh nghip. im mnh cn phi c nm bt, cng c v pht huy v hiu ha cc im yu. - Nguyn liu th, r - Ti nng k thut - Mng li khch hng tt - Kinh nghim qun l gii. - Lao ng c tay ngh 2. im yu: im yu nm trong tm tay kim sot ca nh qun tr, ang din ra trong doanh nghip. im yu bc l khi chng ta ni: chng ta ang thiuang b lchng ta ang c im yu nyvn t ra l phi loi b im yu cng sm cng tt. - Khng ch ng v nguyn liu, lc c lc khng. - K thut lc hu. - Nh qun l thiu kinh nghim - Thiu vn lu ng - Thiu hng vo lc cao im
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- Lao ng khng c tay ngh, phi o to t u - H thng h tng cha tt 3. C hi: khng nm bt c. C hi l nhng yu t thun li, tch cc trong mi trng x hi m nh qun tr phi tn dng bin mc tiu ca doanh nghip sm tr thnh hin thc. Tuy nhin, hu ht cc c hi u vt tm ca nh qun tr. C hi khc vi im mnh ch im mnh l nhng yu t tch cc nm trong tm tay ca ch doanh nghip. - Doanh thu tng ln trong th trng mc tiu. - Nhu cu tng ln - Sn c h tr gip k thut - Li sut tin vay thp - Khan him sn phm ti a phng. - Chnh sch ca chnh ph thun li cho doanh nghip - Sn xut ca cng ty ph hp vi chng trnh u tin ca chnh ph 4. Nguy c (mi e da): khng nm bt c. Nguy c l nhng yu t ngoi sinh khng thun li, hoc tiu cc din ra trong mi trng kinh doanh, thng vt tm kim sot ca cc ch doanh nghip. Cc nguy c c xu hng tc ng ngc chiu vi hot ng ca doanh nghip, nu khng c loi b hoc khc phc. Nguy c khc vi im yu ch nguy c nm ngoi tm tay ca nh qun tr, mc du c hai u c tc dng tiu cc, nh hng bt li cho hot ng ca doanh nghip. - Chi ph nguyn vt liu tng cao. - S quan liu ca cn b - S khan him nguyn vt liu - Thin tai - Tham nhng, cc hnh thc vi tin. - S thay i chnh sch ca chnh ph - Thiu lao ng.

5. Cc kha cnh phn tch: a. Cc kha cnh ti chnh: - Vn ca cng ty hay doanh nghip - Chu chuyn tin mt - Kh nng tip cn cc ngun vn khc - Cc nhu cu u t - Kh nng sinh li - Ri ro hoc bt trc b. C s vt cht k thut: - C ngi ca cng ty, doanh nghip. - Nh my ch bin, thit b - Cng ngh, v tr - Phng tin vn ti - C s h tng c. Nng lc qun l, gim st, iu hnh: - Nng lc qun tr - Kin thc qun tr - Kinh nghim qun l - K nng sn c - B quyt k thut - Mng li qun l - Nng khiu bn hng d. Th trng: - Bi cnh ca th trng mc tiu. - Quan h cung cu, c tnh hung (qu kh, hin ti, tng lai) - Chin lc tip th ca i th cnh tranh - Th phn - c tnh, cht lng sn phm - Th trng ang m rng, co rt hay tc nghn. e. Nhng thng tin v qun tr f. Cung ng nguyn vt liu - Ngun nguyn liu cung cp c khng? - Trong tng lai c khng?
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g. Mi trng x hi - Lm th no cng ty, doanh nghip thch ng vi s thay i ca th trng v mi ngi ng h doanh nghip nh th no? - Trong cng ng x hi c bt k thnh kin, ght b no i vi doanh nghip ca chng ta khng? Ma trn S.W.O.T: S/O S/T

W/O W/T S/O: dng im mnh no khai thc c hi no? Phng n khai thc c hi. S/T: dng im mnh no c lp v dp tt e da Phng n i ph vi cc e da ri ro W/O: duy tr c hi bng cch no? Phng n duy tr c hi nh th no? W/T: duy tr ri ro, chp nhn thit hi Phng n duy tr c hi nh th no? Cu 5 : Cc bc tng qut nghin cu kh thi TMHSP ra th trng Cu 6 : Trnh by nhng bc nghin cu xc nh tnh kh thi ca th trng SP Cu 4: Trnh by tng qut cc bc nghin cu tnh kh thi ca th trng: I. nh gi nhu cu th trng: - Nhu cu hin ti - Nhu cu tng lai: s pht trin ca th trng - Tng nhu cu da vo: s tng tuyt i nhu cu hng nm, t l % tng bnh qun trong nm. II. Xc nh kh nng cung cp sn phm: Kh nng cung cp hin ti trn th trng nhng sn phm hin c cng loi v tng t. III. Xc nh cn i cung v cu v sn phm trn th trng:
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Xem xt, xc nh xem th trng ang cung > cu hay cung < cu; hay cung v cu bng nhau c cc phng php tip theo. IV. nh gi kh nng cnh tranh ca sn phm vi cc sn phm hin c v sn phm tng t: Xc nh cnh tranh vi ai? cnh tranh v ci g? Li th cnh tranh: ( cu 10) 1. c tnh v tnh cnh tranh Tnh c o - Xy dng hnh nh c o trong suy ngh ca khch hng - Yu t c o c th l c im, tnh nng ca sp ring hoc mt yu t no khc. Tm quan trng Li th cnh tranh khng phi ch c ngha quan trng i vi cng ty m cn quan trng i vi khch hng Kh nng duy tr l kh nng cng ty c th lin tc cung cp cho khch hng nhng tnh nng ca sn phm 2. Phn tch i th cnh tranh Xc nh i th cnh tranh - Bng cch tm hiu theo sn phm - Bng cch phn nhm cng ty c chung chin lc - Xc nh i th tim nng nh gi kh nng i th cnh tranh - nh gi theo cc thng tin ni b, thng tin th trng v khch hng. - Xc nh yu t quyt nh s thnh cng ca ngnh hng so snh vi cc i th cnh tranh ca cc ngnh lin quan Thu thp ngun thng tin v i th cnh tranh Chin lc lm suy gim li th cnh tranh ca i th cnh tranh - Phn bit - Gi r: gi khng qu cao khng qu thp v phi n nh - Phn bit tp trung - Ga r tp trung Cch to li th cnh tranh - Sn phm cn c bo h cng nghip, c tnh cch , c dch v km theo cao hn, lin tc ci tin v lun mi trng m i th cnh tranh khng tham gia - To gi thp hn - Cht lng sn phm lun cao hn
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 Ngn nga suy gim li th cnh tranh - S thay i mi trng cng ngh - Kh nng i th c th bt chc cc li th khc bit - S t mn gy ra mt cnh gic trong vic bo v li th cnh tranh - Cng ty c th d on v phn ng ca i th a ra v lp k hoch chu o i li Nhng vn cnh tranh ch yu - Cnh tranh v gi - Cnh tranh v cht lng V. Lp k hoch chin lc Marketing: 1. Quy trnh k hoch Marketing: nh ngha: l chin lc bao gm tng th nhiu hot ng t c mc tiu ca Marketing. C 4 mc tiu c bn - Ti a ha v s la chn - Ti a ha v s tha mn trong ngi tiu dng - Ti a ha v s tiu th sn phm - Ti a ha v cht lng Phng thc tip cn chin lc: - Nhn xa hn nhng vn trc mt ( Vd: D bo s trc pht trin) - Tp trung vo nhng quyt nh v hnh ng c th Quy trnh k hoch: - Thc hin 2 k hoch: k hoch di hn v k hoch nm. 2. Phn khc th trng: a. Quan nim chung v phn khc th trng:

Phn khc th trng chnh l qu trnh phn nh th trng ra thnh tng khc nh to ra nhng nhm khch hng ng nht gip vic tha mn nhu cu ca khch hng c tt hn.

b.

Nhng nguyn tc c bn trong qu trnh phn khc tt:

- theo nguyn tc a l ( vng, tnh, thnh ph hay khu trung tm) - theo nguyn tc nhn khu hc ( tui tc, gii tnh, qui m gia nh, mc thu nhp,)
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- theo nguyn tc tm l hc( tng lp x hi, li sng, kiu nhn cch) - theo nguyn tc hnh vi( l do mua hng, li ch tim kim, tnh trng ngi s dng) c. La chn chin lc chim lnh tt: Cn c vo cc yu t: - Kh nng ti chnh ca doanh nghip - Mc ng nht ca sn phm - Giai on ca chu k sng sn phm - Mc ng nht ca tt - Nhng chin lc M ca i th cnh tranh 3. Thc hin chin lc marketing mix (4P) a. Chin lc P1 ( Products) b. Chin lc P2 ( Price): c. Chin lc P3 ( Place) d. Chin lc P4 ( Promotion) Cu 7 : Trnh by tnh kh thi cng ngh Cu 8 : Trnh by nghin cu kh thi v ti chnh SP Cu 9 : Trnh by nhng nguyn tc phn khc th trng v xc nh th trng mc tiu Th no l phn khc th trng v li ch ca vic phn khc th trng? - Th trng bao gm nhiu ngi mua vi nhng c im rt khc nhau v nhu cu, ti chnh, gi c, v tr a l, thi v thi quen, Do khng th no tha mn tng ngi mt c m i hi ta phi phn chia th
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trng thnh tng khc nh da trn nhng c trng c s nh trn nhm mc ch cui cng l tha mn nhu cu ca khch hng. Nh vy phn khc th trng chnh l qu trnh phn nh th trng ra thnh tng khc nh to ra nhng nhm khch hng ng nht gip vic tha mn nhu cu ca khch hng c tt hn. - Nhng li ch m phn khc th trng mang li: + S dng hiu qu hn qu marketing. + Hiu thu o hn nhu cu v mong mun ca nhng nhm khch hng c la chn. + Nng cao v tr c th ca 1 dch v hoc ca 1 doanh nghip trong tm tr ca khch hng tim nng. + Nng cao chnh xc trong vic la chn cc cng c v k thut qung co. Nhng nguyn tc phn khc th trng ? Khng c mt nguyn tc phn khc th trng thng nht no p dng cho mi trng hp. Ngi lm Marketing phi th cc phng php trn c s cc tham bin khc nhau tm ra mt phng php phn khc ph hp nht. Mt s tham bin c bn: a) Phn khc th trng theo nguyn tc a l: Phi phn chia th trng thnh nhng n v a l khc nhau: quc gia, vng, tnh, thnh ph, V d: Caf bt ca cng ty Vinacafe c bn trn ton quc, nhng ty theo vng c th m to cho n hng v ph hp. b) Phn khc th trng theo nguyn tc nhn khu hc: - Vic phn khc th trng theo nguyn tc nhn khu hc kh ph bin l do nhu cu v s thch cng nh cng tiu dng hng ha thng c lin quan cht ch vi cc c im thuc nhn khu hc. - Cc tham bin thuc v nhn khu hc d o lng hn cc loi tham bin khc. - Nhng yu t dng phn khc th trng theo nhn khu hc c th l: gii tnh, tui tc, quy m gia nh, hc vn, tn ngng,..
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- Trn thc t i a s cc cng ty thng khng ch phn khc th trng da theo 1 tham bin ca nhn khu hc m da vo 2 hay nhiu tham bin khc nhau. c) Phn khc th trng theo nguyn tc tm l hc: Khi phn khc th trng theo nguyn tc tm l hc th ngi mua c phn thnh nhm da vo cc c im: + Giai tng x hi: Ngun gc giai tng x hi c nh hng n s thch mua sm ca ngi tiu dng. + Li sng: Mi ngi tiu dng c mt li sng khc nhau dn ti s thch v nhu cu mua cc loi hng ha khc nhau. + Kiu nhn cch: Hng ha sn xut ra mang nhng c im nhn cch c trng ca n v s ph hp vi nhng khch hng c c im c nhn ph hp vi loi hng ny. d) Phn khc th trng theo nguyn tc hnh vi: Khi phn khc th trng da theo nguyn tc hnh vi ngi mua c phn thnh nhm ty theo kin thc, thi ca h, tnh cht s dng hng v thi i vi mn hng . + L do mua hng: C th phn loi ngi mua da trn l do ny sinh tng mua hng hay s dng hng. t , c th gip nng cao mc s dng hng ha. + Li ch tm kim: Khch hng s la chn mt loi hng ha mang n li ch ph hp cho bn thn trong nhiu loi hng ha c cng mt phm cp. Do nh sn xut cn xc nh xem sn phm ca mnh ph hp vi khc th trng no, xc nh nhng c im c bn khc th trng v pht hin c nhng nhn hiu cnh tranh ch yu. + Tnh trng ngi s dng: + Ngoi ra th cng c th phn khc theo cng tiu th v mc trung thnh. Xc nh th trng mc tiu ? -Vic phn khc tt theo wan im M s x kh nng cc khc tt khc nhau m ng bn nh tham ja.Cng ty phi quyt nh: +Cn chim lnh bao nhiu khc tt.
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+Lm th no x khc tt c li nht cho mnh. * Ba phng n chim lnh tt: a/ M ko phn bit: -Cng ty tp trung vo ch ci g chung trong tt c cc nhu cu. -Cng ty da vo pp phn phi i tr vs qung co i chng -M ko phn bit rt kinh t.Chi ph sx hng,d tr hng vs vn chuyn ko cao,chi ph qung co thp. -Cng ty sd M ko phn bit cho nhng khc tt ln 1. b/ M c phn bit: -Trong TH ny cng ty quyt nh tham ja 1 s khc tt v chun b cho hang ring cho tng khc tt . VD:Nh cng ty General Motors c gng sx t cho mi ti tin,mi mc ch,mi con ng. -Ngy nay ngy cng nhiu cng ty sd M c phn bit. c/ M tp trung: -Phng n ny c bit hp dn vs nhng doanh nghip c ti chnh hn ch.Thay v tp trung n lc vo phn nh ca 1 tt ln,th cng ty tp trung vo phn ln ca 1 hay nhiu tt nh. -Nh M tp trung cng ty m bo cho mnh 1 v tr vng chc trn tt. *Nhc im:M tp trung thng mc ri ro cao: +TT chn ko n p li nhng hy vngkhch hang t ngt ngng muatn tht ln +i th cnh tranh cng nhy vo phn tt m cng ty chn

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*Khuyn khch:cng ty cn a dng ha hot ng ca mnh = cch chim lnh nhu khc tt # nhau. d/ La chn chin lc chim lnh tt: *Kh nng ti chnh ca cng ty:nu ti chnh c hnchn chin lc M tp trung. *Mc ng nht ca sp: -Chin lc M ko phn bit ph hp vs nhng sp n iu nh tri bi,thp -Chin lc M c phn bit hay M tp trung ph hp vi nhng mt hang # nhau v kt cu nh my nh, t. *Giai on ca chu k sng ca sp: -Khi cng ty a mt hang mi ra tt th ch nn cho 1 phng n sp miChin lc M ko phn bit hay M tp trung ph hp 1 *Mc ng 1 ca tt: -Nu ng mua u c th hiu nh nhau v phn ng nh nhau vs nhng bin php kch thch M ging nhausd M ko phn bit. *Chin lc M ca cc i th cnh tranh: -Nu i th cnh tranh phn chia tt th vic cng ty sd chin lc M ko phn bit s dn n tai hi. -Ngc li,nu i th cnh tranh sd chin lc M ko phn bit th cng ty s c li hn khi sd chin lc M c phn bit hay M tp trung. Pht hin nhng tt hp dn 1: +Trong s nhng khc tt tht s hp dn vs mnh,cng ty cn chn tt no ph hp nht vs nhng mt kinh doanh mnh ca mnh.

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Cu 10 : Phn tch cc yu t v li th cnh tranh Cu 11 : Phn tch chin lc P1 A. KHI NIM V PHN LOI HNG HA 1. Hng ha l g: l tt c nhng ci g c th tha mn c nhu cu hay mong mun v c cho bn trn th trng vi mc ch thu ht s ch , mua s dng hay tiu dng. 2. Phn loi hng ha: - Phn loi theo bn vn c ca hng ha: hng ha s dng ngn hn, hng ha lu bn v dch v. - Hng ha tiu dng c phn loi theo thi quen mua hng ca ngi tiu dng: hng ha s dng thng ngy, hng ha c la chn, hng ha theo nhu cu c bit v hng ha theo nhu cu th ng. - Hng ha t liu sn xut c phn loi theo mc tham gia ca chng vo qu trnh sn xut: vt t v chi tit, ti sn c nh, vt t ph v dch v. B. THIT K SN PHM HNG HA 1. Nhn hiu hng ha: - Nhn hiu l g? L tn, thut ng, du hiu, biu tng, hnh v hay s phi hp gia chng xc nhn l hng ha hay dch v ca mt ngi bn hay mt nhm ngi bn v phn bit chng vi hng ha v dch v ca i th cnh tranh. - Vic cho ra i mt nhn hiu hng ha phi thng qua cc quyt nh sau: + Quyt nh v vic gn nhn hiu + Quyt nh v ch nhn hiu + Quyt nh v vic m rng gii hn s dng nhn hiu + Quyt nh v quan im nhiu nhn hiu + Quyt nh v cch gn nhn hiu 2. Bao b hng ha:

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- Bao b c thit k tt c th tr thnh mt tin nghi thm vi ngi tiu dng, con i vi ngi sn xut th n li l mt phng tin kch thch tiu th hng ha. - Ty vo mt hng m vic bao b c th tr nn quan trng hay khng quan trng. (Vd: i vi m phm vic bao b l rt quan trng nhng i vi hng kim kh r tin th vic bao b l khng cn thit). - Rt nhiu yu t khc nhau gp phn m rng vic s dng bao b lm cng c M: + T phc v trong thng nghip: gia nhiu loi mt hng c trng by th loi mt hng no c bao b thit k thu ht, tin dng s to c n tng vi ngi tiu dng hn. + Tng mc giu sang ca ngi tiu dng: ngi tiu dng sn sang tr nhiu tin hn cho s tin li v hnh thc bn ngoi, tin cy,.. ca bao b + Hnh nh ca cng ty v hnh nh ca nhn hiu: nhng bao b c thit k p mt s l cu ni gip ngi tiu dng nhanh chng nhn ra cng ty hay nhn hiu. 3. Dch v hng ha: - Cng ty cn nghin cu mt h thng dch v tng hp m ngi tiu dng mun c v n s tr thnh cng c c lc trong cnh tranh vi cc i th. - Khi xc nh dch v ngi kinh doanh phi thng qua 3 quyt nh: + Ni dung dch v: phi nghin cu ngi tiu dng hiu r c th cho mi hng bng nhng loi dch v ch yu no v tm quan trng tng i ca cc loi dch v . + Mc dch v: cng ty phi thng xuyn theo di xem dch v ca mnh v ca cc i th cnh tranh p ng s mong i ca khch hng n mc no. + Hnh thc lm dch v: mi loi dch v c th c cung ng theo cc cch khc nhau v quyt nh ca cng ty s ty thuc vo thch ca khch hng v cch cung ng ca cc i th cnh tranh. - Hot ng cung ng dch v c th giao cho mt b phn cung ng dch v cho khch hng.
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4. Chng loi hng ha: - Chng loi hng ha l g? L mt nhm hng ha ging nhau v chc nng, tnh cht ca nhu cu tiu dng m hng ha c mua tha mn n hay v tnh cht ca cc knh phn phi ca chng. - Mi chng loi hng ha i hi mt chin lc M ring. Phn ln cc cng ty u giao vic ph trch tng nhm chng loi hng ha cho 1 ngi qun l v ngi ny phi thng qua mt lot cc quyt nh quan trng v: + B rng ca chng loi hng ha + Pht trin chng loi hng ha + B sung chng loi hng ha + Danh mc hng ha 5. Thit k sn phm hng ha mi: Mt cng ty, mt doanh nghip c th c sn phm mi bng 2 cch: - Mua bng sng ch hoc giy php sn xut hng ha ca ngi khc - T thnh lp 1 h thng nghin cu v thit k sn phm, bao gm cc giai on: + Hnh thnh tng + La chn tng + Son tho d n v thm nh d n + Son tho chin lc M + Phn tch kh nng sn xut v tiu th + Thit k sn phm hng ha + Th nghim trong iu kin th trng + Trin khai sn xut i tr v tung ra th trng ( Cho bn hng khi no? u? Cho ai? V nh th no?)

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C. QUAN NIM CC GIAI ON TRONG CHU K SNG CA SN PHM Chu k sng in hnh ca hng ha chia ra lm 4 giai on: - Giai on tung ra th trng: l thi k mc tiu th tng chm theo mc tung hng ra th trng. Do tn km nhiu cho vic tung hng ra th trng nn trong giai on ny cha c li. - Giai on pht trin: l thi k hng ha c th trng chp nhn nhanh chng v li nhun cng tng nhanh. - Giai on chn mui: l thi k tiu th chm dn do phn ln nhng khch hng tim n mua. Li nhun n nh hay gim do phi tng chi ph cho vic bo v hng ha trc cc i th cnh tranh. - Giai on suy thoi: l thi k m mc tiu th gim nhanh v li nhun gim. Khi sn phm hng ha bc vo giai on ny chng ta c th: + Ci tin sn phm m ra mt chu k mi ni tip chu k c suy thoi. + B hn sn phm c v nghin cu, thay th bng sn phm mi nhm a ra 1 chu k mi. Cu 12 : Phn tch chin lc P2 A. MC TIU V GI - Tn ti duy tr cng ty - Tng cng li nhun - Gi quyt nh vic thu hi vt t - Ginh c th phn - Xy dng hnh nh cng ty B. PHNG PHP NH HNG GI CHO SN PHM - nh hng chi ph: da vo phn tch im ha vn, chi ph c nh. - nh hng theo i th cnh tranh: xem xt gi bn ca i th c chin lc thch hp cnh tranh v th trng - nh hng theo M: + Xy dng chin lc M + Gi tr do khch hng cm nhn
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+ Gi cho nhm sn phm + Li nhun tha thun + nh hng theo li nhun ca nh phn phi, i l + Yu t chnh tr - nh hng theo th trng: c 4 kiu th trng + Th trng cnh tranh hon ho + Th trng cnh tranh c quyn + Th trng cnh tranh c quyn nhm ngi bn + Th trng cnh tranh c quyn tuyt i C. QUI TRNH NH GI Gm 5 bc: - Xc nh nhim v hnh thnh gi c - nh gi th trng trng tm v kh nng thanh ton - Phn tch nhu cu, chi ph v li nhun - Phn tch gi c v hng ha ca cc i th cnh tranh - La chn phng php nh gi cui cng D. NHNG QUAN IM HNH THNH GI C 1. Xc nh gi cho hng ha mi: - Xc nh gi cho sn phm mi thc s: cng ty sau khi tung ra th trng sn phm mi c cp bng sng ch khi xc nh gi c c th ty chn: + Chin lc ht phn ngon: theo chin lc ny th ban u cng ty s nh gi rt cao cho sn phm, sau 1 thi gian ln sng tiu th ban u gim xung th h gi sn phm xung t t cho ph hp vi tng lp khch hng chu c mc gi tng ng. + Chin lc bm chc th trng: ngc li mt s cng ty li chn gii php an ton xc nh gi tng i thp cho sn phm ca mnh vi hy vng thu ht nhiu ngi mua v ginh c th phn ln. - Xc nh gi cho sn phm mi-nhi li: cng ty phi thng qua quyt nh v vic nh v tr ca sn phm mi theo cc ch tiu cht lng v gi c. 2. nh gi theo nguyn tc a l (xa gn): - Phng php nh gi thng nht c tnh cc vn chuyn
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Gi xut xng + gi vn chuyn gi c tnh vn chuyn Gi vn chuyn c th l vn chuyn chung ( tnh theo tng vng, min) hoc l vn chuyn ring ( tnh theo tng khch hng). - FOB ( Free On Board): gi bn ti a im xut hng - Xc nh gi theo khu vc: tt c nhng khch hng trn a bn 1 khu vc s thanh ton cng 1 gi v gi s cao hn i vi nhng vng xa. - Xc nh gi cho trm c s: cng ty chn 1 thnh ph no lm trm c s v thu ph vn chuyn tnh t trm ny khng phn bit trong thc t l ln hng t u. - Xc nh gi c gnh chu cc vn chuyn: m bo ngun n t hng. Ngi bn c th gnh chu 1 phn hay ton b chi ph vn chuyn. - CIF ( Cost Insurance Freight): gi bn bao gm chi ph bo him ti ni xut hng 3. Xc nh gi c chit khu v b tr: - Chit gi v thanh ton bng tin mt - Chit gi v s lng mua hng - Chit khu chc nng ( ngoi chc nng chnh, cn c thm cc chc nng khc) - Chit khu thi v ( mua tri v th c gim gi) - B tr ( gim gi hng mi vi iu kin tr li hng c) 4. nh gi khuyn khch: - Gi a ra thng thp hn gi ghi trong bng gi, i khi thp hn c gi thnh nhm mc ch thu ht khch hng - Khuyn khch i vi nhng hng ha tn kho - Khuyn khch vo ng nhng thi im nht nh no y Vd: cui v bn h gi 5. Xc nh gi phn bit: - i tng mua khc nhau - Thi im bn hng - a im bn hng
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- Gi c bit ( bn v mc ch l to ra c hi ch khng v mc ch l gi) E. CH NG THAY I GI 1. S thay i v gi: a. Gim gi: - Sn phm nhiu tn d - Th trng b thu hp do p lc t cnh tranh gi quyt lit - Ginh v tr khng ch th trng b. Tng gi: - Tng li nhun - Do tnh hnh lm pht tng cao - Khng cn bng gia cung cu 2. Phn ng ca ngi tiu dng: phn ng ca ngi tiu dng ph thuc vo suy ngh ca h v vic thay i gi a. Tm l ngi tiu dng khi gim gi: - Sp thay i sn phm - Hng b li - Bng chng v tnh hnh ti chnh ca cng ty gp kh khn - Cht lng hng ha gim - Gi s cn tip tc gim, nn khng cn phi mua ngay thi im gim gi b. Tm l ngi tiu dng: - Hng bn rt chy - Hng c gi tr c bit - Nh sn xut qu tham lam 3. Phn ng ca i th cnh tranh: - Phn ng ca i th cnh tranh l kt qu ca nhng mc tiu r rng ca chnh sch phn ng hoc kt qu ca vic nh gi c th tng tnh hung mi ny sinh. - Trong trng hp thay i gi do 1 i th cnh tranh khi xng, cng ty phi c gng hiu c nh ca n v thi gian c hiu lc ca gi mi. t , c nhng d kin trc cc bin php tr a nhng v gi c th c ca i th cnh tranh.
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Cu 13 : Phn tch chin lc P3 A. KNH PHN PHI SN PHM I. Khi nim: L mt tp hp cc cng ty hay c nhn t gnh vc hay gip chuyn giao cho mt ai quyn s hu i vi mt hng ha c th hay dch v trn con ng t nh sn xut n ngi tiu dng. II. Chc nng ca knh phn phi: - Nghin cu - thu thp thng tin cn thit lp k hoch v to thun li cho s trao i. - Kch thch tiu th - son tho v truyn b nhng thng tin v hng ha. - Thit lp cc mi quan h - to dng v duy tr mi quan h vi nhng ngi mua tim n. - Hon thin hng ha - lm cho hng ha p ng nhu cu ngi mua. Vic ny lin quan n cc dng hot ng nh sn xut, phn loi, lp rp v ng gi. - Tin hnh thng lng, tha thun v gi v nhng iu kin khc trc khi tin hnh k kt hp ng. - T chc lu thng hng ha - vn chuyn v bo qun, d tr hng ha. - m bo kinh ph tm kim v s dng ngun vn b p cc chi ph hot ng ca knh. - Chp nhn gnh chu ri ro - v hot ng ca knh phn phi.

Vic thc hin 5 chc nng u h tr cho vic k kt cc hp ng, cn thc hin 3 chc nng cn li h tr cho vic hon tt thng v k kt.

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III. Knh cp khng Knh mt cp Knh hai cp Knh ba cp

Lp cc knh phn phi sn phm v bn sn phm:

Nh sn xut Ngi tiu dng

Nh sn xut

Ngi bn l

Ngi tiu dng

Nh sn xut

Ngi bn s

Ngi bn l

Ngi tiu dng

Nh sn xut

i l ( cp 1, cp 2)

Ngi bn s

Ngi bn l

Ngi tiu dng

IV.

Vai tr ca ngi trung gian: - Do tnh hnh ti chnh ca cng ty khng t marketing trc tip, nn phi s dng ngi trung gian bn hng cho nh sn xut khc. - Trong trng hp nh sn xut t xy dng cho mnh c h thng phn phi ring th vic chia s ngun li nhun vi ngi trung gian cng em li hiu qu v kinh t cao hn. T c th tit kim vn u t nhiu hn vo chnh doanh nghip ca mnh. - Nhng ngi trung gian i lc l nhng ngi tip th c hiu qu nht, m rng th trng cho cng ty khng qua bc tip cn ca nh sn xut vi ngi tiu dng.
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B. CC HNH THC PHN PHI SN PHM I. Bn s: 1. Bn cht: gm mi hot ng bn hng ha hay dch v cho nhng ngi mua chung s dng cho ngh nghip. c im ngi bn s: - t quan tm ti kch thch bu khng kh v a im ca x nghip thng mi ca mnh - Khi lng bn s > bn l, a bn rng ln - Lut thu m ca chnh ph khc nhau 2. Chc nng ca ngi bn s: - Tiu th v kch thch tiu th - Thu mua v hnh thnh chng loi hng ha - Phn phi cc l hng ln ti nh - Lu kho - Vn chuyn - Cp vn - Chp nhn ri ro - Cung cp th trng - Dch v qung co v t vn 3. Cc loi hnh bn s: - Nh bun bn s - Nh phn phi hng t liu sn xut - Nh bn s bng tin mt khng giao hng ti a ch ca khch - Nh bn s cho hng - Nh bn s t chc - Nh bn s k gi - Hp tc x sn xut nng sn - Nh bn s qua bu in II. Bn l: 1. Bn cht: bn hng trc tip cho mt ngi tiu dng cui cng h s dng cho c nhn, khng mang tnh thng mi 2. Tnh cht ca gian hng: - Bn l theo n t hng qua bu in
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3. 4. -

Cc my bn hng t ng Bn hng lu ng Phc v t hng c chit khu Cc dng ca hng bn l: Bn hng bn l t phc v Bn l t do chn hng ha c ngi bn gip Ca hng bn l phc v hn ch Ca hng bn l phc v y Ca hng chuyn doanh Cc siu th Ca hng bch ha tng hp Cc dng ca hng tp trung: Khu vc kinh doanh trung tm: trung tm thng mi Cc trung tm thng mi khu vc Cc trung tm thng mi qun, huyn

Cu 14 : Phn tch chin lc P4 (cu ny i n lc Tm cho ra 1 phn nh trong mi son,ti phn ny rt di)

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