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Phn mm Marketing Mix

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GV: Nguyn Th Thanh Xun

1. Tng quan v chng trnh


M Marketing Mix / Chn Simulation

Nhp tn vo

1. Tng quan v chng trnh


Marketing Mix: gm c cc chin lc ch yu (4Ps) sau: Product Customer Solutions (sn phm) (gii php cho khch hng) Price (gi) Customer Cost (chi ph ca KH) Place (phn phi) Convenience (thun tin) Promotion (chiu th) Communication (giao tip)

1. Tng quan v chng trnh


Giao din chng trnh

1. Tng quan v chng trnh


Lu tp tin m phng M tp tin m phng

2. Xem kt qu kinh doanh cc qu qu kh Qu -3 Chin lc phn phi


Xem kt qu KD qu (-3)

2. Xem kt qu kinh doanh cc qu qu kh Chin lc chiu th

2. Xem kt qu kinh doanh cc qu qu kh Chin lc gi

T sut li nhun
Tnh gi thnh (Z) Z = Zcost + Zpromotion + Zplace + M.R (nu c) Sales Sales (1+2+3) Tnh t sut li nhun (m%) : m% = Price - Z * 100 % Z

3. Mt s cng thc
3.1. Tnh gi thnh (Z) Z = Zcost + Zpromotion + Zplace + M.R (nu c) Sales Sales

3.2. Cng thc tnh gi bn (G)


Gdb = Zdb + m

Trong : Zdb : Gi thnh d bo m : Li nhun d kin m = m% * Zdb m% : T sut li nhun => Gdb = Zdb + m%*Zdb

Chn m%
Da vo chin lc kinh doanh ca DN trong tng thi
im ta chn m% nh sau:
Tn ti, tha mn khch hng (m% thp nht) m1% = 3% -> 7% m2% = 8% -> 10% m3% = 35% -> 40% Ti a ha Sales Doanh s bn (m% trung bnh) m1% = 15% -> 20% m2% = 12% -> 15% m3% = 40% -> 45% Ti a ha li nhun (m% cao nht) m1% = 20% -> 25% m2% = 15% -> 20% m3% = 45% -> 50%

Hm d bo sn lng (Y)

3.3. Phng trnh hi quy tuyn tnh: Y = a + bx Trong :

x: m qu (s th t ca qu); y(sales): s lng SP bn c;

n: tng s qu

4.Cc bc hoch nh chin lc cho tng qu 4.1. Qu 1 Chin lc gi

4.1. Qu 1
Ch ra quyt nh v chin lc gi bn Gdb Tnh Y1db cho qu 1 (cho c 3 SP) Tnh Z1db cho qu 1 (cho c 3 SP) Tnh G1db cho qu 1 (cho c 3 SP) Trong : Y1db = a + b . x1db Z1db = Zcost + Zpromotion + Zplace + M.R Y1db Y1db

4.1. Qu 1
Zpromotion, Zplace : Vo Run/ Xem on vn v lc ra cc chi ph ri nhn cancel

4.1. Qu 1

4.1. Qu 1
Tnh Ydb , Zdb v Gdb cho qu 1 bng file excel da vo 4 qu qu kh nh sau:

Sau khi nhn Run/ ok my s chuyn sang qu 2

4.2. Qu 2
Chin lc chiu th
Phng thc qung co Chi ph (Zpromotion) SP

Tabloids
Broadsheets Specialist Magazines Flyers Radio

Bo kh nh
Bo kh ln c san T ri i pht thanh

40.000 $ 1
60.000 $ 30.000 $ 2, 3 2, 3

10.000 $ 1, 2, 3 30.000 $ 1

Television
Direct Marketing

Truyn hnh
Marketing trc tip

180.000 $

2, 3

70.000 $ 1, 2, 3

4.2. Qu 2
Ra quyt nh v chin lc chiu th

4.2. Qu 2
Ra quyt nh gi bn Tnh Y2db Tnh Z2db Tnh G2db Z2db c tnh nh sau: Zcost Zpromotion : T hoch nh Zplace : Vo Run/ Xem on vn v lc ra cc chi ph ri nhn Cancel

4.2. Qu 2
Tnh Ydb, Zdb v Gdb cho qu 2 bng file excel nh sau:

4.3. Qu 3

Knh phn phi t hng qua th


Gian hng thu li Ca hng bn l ca cty Ca hng chuyn doanh Nh kho

Chi ph (Zplace) 10 $/ 1sp


15 $/ 1sp 10 $/ 1sp 20 $/ 1sp 15 $/ 1sp

SP

Mail Order
In-store concession Companys retail store Specialist retailer Warehouse outlet

1, 2
2, 3 2, 3 1, 2, 3 1

4.3. Qu 3
Hoch nh chin lc phn phi

4.3. Qu 3

Hoch nh chin lc chiu th v chin lc gi

Tnh Y3db

Tnh Z3db Tnh G3db Z3db c tnh nh sau:


Zcost

Zpromotion : T hoch nh Zplace : T hoch nh

4.3. Qu 3
Tnh Ydb, Zdb v Gdb cho qu 3 bng file excel nh sau:

4.4. Qu 4
Chin lc sn phm (Product)

Nhp YN

4.4. Qu 4
Hoch nh k hoch nhp hng ( Product ) Hoch nh chin lc knh phn phi Hoch nh chin lc chiu th Hoch nh chin lc gi bn Tnh Y4db Tnh Y4N Tnh Z4db Tnh G4db

4.4. Qu 4
Y4N > Y4db - In In (Inventory): Hng tn kho ca qu trc ( Nu YN < 0 th khng nhp hng v )

Xem In

4.4. Qu 4
Tnh Ydb, YN , Zdb v Gdb cho qu 4 bng file excel nh sau:

Ch

1 Gi bn (G) G < 2Zcost

2
So snh sales d bo (Ydb) vi sales thc t (ytt)

3
Nu th Net profit i xung th phi thay i cc chin lc

ytt = Ydb

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