QUN TR MARKETING

Cu 1:
Hoch nh l vic t chc d on trc tng lai (c hi v nguy c) ca t chc, t xc lp mc tiu v nh
hng hot ng thch ng vi tng lai nhm m bo s pht trin lu di, bn vng.Chin lc marketing l
s l lun marketing nh mt n v kinh doanh hy vng t c mc tiu marketing ca mnh. Chin lc
marketing bao gm chin lc chuyn bit lin quan n th trng mc tiu, marketing m v ngn sch
marketing.Hoch nh chin lc marketing l hoch nh cho tng sn phm, th trng.
Do chu tc ng ca nhiu yu t, nn khi hoch nh chin lc cn phi cn c v phn tch cc 3 yu t
chnh yu sau : khch hng, kh nng ca doanh nghip v i th cnh tranh. Da vo khch hng, doanh nghip
c th phn on th trng, chn la mt hoc mt vi phn on ph hp tin hnh cc hot ng kinh doanh.
Tuy nhin, doanh nghip no cng c im mnh v im yu. V vy khi hoch nh nu DN phn tch v khai
thc trit nhng vn v im mnh ca mnh th c th tn dng c c hi v n trnh cc ri ro. ng
nhin trong mt th trng th khng ch c 1 DN thu tm ton b m c nhiu DN khc cng mun tm kim li
nhun, cng p ng nhu cu cho khch hng. Do , DN c hiu r i th cnh tranh th mi c th xy dng
chin lc marketing ph hp trn nguyn tc tha mn khch hng lun tt hn i th. Phi lun lun so snh
mnh vi i th tm ra s khc bit. v vy cn phn tch c 3 yu t trn khi hoch nh chin lc marketing.
Khng c khch hng th khng c doanh nghip. v vy cc doanh nghip phi chim c khch hng.
Nhng nhu cu ca ngi tiu dng li phong ph v a dng to nn th trng khng ng nht. Doanh nghip
cn phi nm bt c nhu cu ca h, tha mn tt nhu cu ca khch hng, thu hiu khch hng. T nh v
v la chn th trng hp dn nht tp trung thc hin cc chng trnh marketing mix ph hp. Do , yu t
khch hng l c s ca mi chin lc, l si ch suyn sut qu trnh xy dng v trin khai , thc hin chin
lc marketing ca bt c doanh nghip no.
Nm bt c nhu cu mun tit kim thi gian, chi ph v d dng hn trong vic gi Taxi ca ngi tiu
dng, Kt hp vi s pht trin nh v bo ca cng ngh thng tin th vic t Taxi tr nn d dng hn khi NTD
ch cn ci phn mm ng dng trong smartphone th c th t xe m khng cn gi ln tng i nh cc hnh thc
taxi trc y nh Grabtaxi, Easytaxi... Thng qua ng dng ngi dng c th bit c cc thng tin ti x, bin
s xe, l trnh i, thi gian di chuyn.tm c chic taxi gn nht trong vng 1 pht. Mi y nht l ng dng
Uber ang ni ln ti Vit Nam.
Cu 2: Ngha l khi bn to ra mt sn phm tt hn, c gi tr hn nhng sn phm tng t khc trn th trng
th khch hng t s ko n nh bn ng n ni con ng dn ti nh bn khng kp mc c. y l quan im
qun tr marketing tp trung vo hon thin sn phm.Trong s cc quan im qun tr marketing th quan im
marketing tp trung vo sn xut c nh gi l c yu t tch cc cho th trng bi n mang li nhng sn
phm c cht lng cao, ph hp vi nhu cu ca ngi tiu dng. Khng t doanh nghip li nhn mnh v tp
trung vo vic hon thin sn phm hin c. Bi v theo h: ngi tiu dng lun a thch nhng sn phm c cht
lng cao nht, nhiu cng dng v tnh nng mi.V vy, cc nh qun tr cc doanh nghip mun thnh cng phi
lun tp trung mi ngun lc vo vic to ra cc sn phm c cht lng hon ho nht v thng xuyn ci tin
chng
Cng nh vic xc nh khch hng c nhu cu bt chut th th trng s xut hin nhiu DN cnh tranh
sn xut by chut p ng nhu cu th trng. Tuy nhin, nu DN ca bn to ra loi by chut (sn phm) hon
ho hn, tt hn so vi i th cnh tranh th bn c th by c nhiu khch hng hn, cn khch hng th by
c nhiu chut hn (hi lng hn v sp ca bn so vi i th). T , khch hng ngy cng tm n bn n ni
c khng kp mc. Quan im sn phm th hin trong pht biu trn chnh l: nu sn phm cht lng tt, c
nhiu cng dng v tnh nng mi. Nh vy, theo quan im ny ngi ta cho rng yu t quyt nh s thnh cng
i vi doanh nghip chnh l vai tr dn u v cht lng v c tnh sn phm hin c.
Cu 3:

Trn th trng, c cu th t c cung. Cung phn nh khi lng sn phm, dch v c sn xut v a ra
th trng trao i, bun bn. Cu phn ng nhu cu tiu dng c kh nng thanh ton ca x hi. Cung v cu
c s tc ng ln nhau trn th trng, u c th trng th s c quy lut cung- cu tn ti khch quan.Cu
xc nh cung v ngc li cung xc nh cu. Cu xc nh khi lng, cht lng v chng loi cung v hng ho.
nhng hng ho no c tiu th th mi c ti snxut. Ngc li, cung to ra cu, kch thch tng cu thng
qua pht trin s lng, chtlng, chng loi hng ho, hnh thc, quy cch v gi c ca n.Nu DN nm r c
quy lut ny th c th vn dng tc ng vo hot ng kinh doanh theo hng kim c li nhiu nht. V nh vo
hot ng marketing m doanh nghip c th vn dng hiu qu hn quy lut cung cu.Marketing l ton b hot
ng ca c nhn, t chc nhm tha mn nhu cu ca khch hng mc tiu tt hn i th cnh tranh thng qua
qu trnh trao i, hon thnh mc tiu ca c nhn, t chc.Marketing khng th to ra nhu cu t nhin, mong
mun cng khng th sng to ra n nhng Marketing c kh nng pht hin ra nhu cu t nhin, mong mun ca
NTD. T , DN sn xut ra nhng sn phm hng ha tha mn nhu cu. mong mun ca th trng mt cch ti
a. Bin nhng nhu cu thnh c hi sn xut kinh doanh tm kim li nhun.
Cu 5:
thnh cng, doanh nghip khng ch phi thu hiu v khch hng, m cn phi am hiu v i th cnh
tranh. Doanh nghip phi thng xuyn so snh sn phm, gi c, phn phi v c ng bn hng vi i th trc
tip v xc nh ci g c ngha nht trong chc nng hot ng ca mnh nhm thit lp cc chin lc nh v
nhng cng hin ca mnh trong tm tr ca khch hng chng li i th.Nu cng ty ch ly i th cnh tranh
lm trung tm s c 2 mt tt xu. Mt tt l cng ty c th xy dng c hng chin u, DN lun lun cnh
gic, xem xt v nh gi c im yu ca mnh so vi i th v ngay c im yu ca i th tn cng. Tuy
nhin, DN li lun nm trong th b ng, thay v thc hin mt chin lc nht qun nh hng theo khch hng
t mc tiu ca chnh mnh th DN li xc nh cc bin php ca mnh thng qua cc bin php ca i th,
cng ty khng bit dng li u m hon ton b ph thuc vo nhng g i th cnh tranh lm.
Nu cng ty ly khch hng lm trung tm th stp trung nhiu hn vo vic pht trin khch hng khi
hoch nh cc chin lc ca mnh. R rng l cng ty ly khch hng lm trung tm c vtr tt hn pht hin
nhng chi mi v ra nhng chin lc c ngha lu di. Nhtheo di nhng nhu cu ca khch hng, cng ty
quyt nh c nhng nhm khch hng no v nhng nhu cu mi xut hin no l quan trng nht cn phc
v(c tnh n cc ngun ti nguyn v mc tiu ca mnh). Tuy nhin, trong th trng cnh tranh nh hin nay,
nu DN ch tp trung vo bn thn mnh m khng d chng cc i th cnh tranh th cng d vp phi nhng sai
lm ln.
Trn thc t, ngy nay cc cng ty phi theo di ckhch hng ln i thcnh tranh. Cc cng ty trong
nhng nm qua tri qua bn cch nh hng. Trong giai on u tin, cc cng ty t ch n khch hng cng
nh i thcnh tranh (nh hng theo sn phm). Trong giai on thhai hbt u ch n khch hng (inh
hng theo khch hng). Trong giai on thba hbt u ch n cc i thcnh tranh (nh hng theo i
thcnh tranh). Trong giai on hin nay hcn ch u n ckhch hng ln cc i thcnh tranh (nh hng
theo thtrng).
Cu 6:
*Nhm 1: ngi dn u
Honda l hng c th phn ln nht nh li th ch yu l ngi tin phong v hin ang nm vai tr dn dt
th trng. Thng hiu ny lun l top of mind trong tm tr ngi tiu dng lnh vc xe gn my. i vi vai tr
ca ngi dn u h c th p dng theo kiu chin lc market leader : c gng m rng th trng bng cch
truy tm ngi tiu dng mi, tnh nng a dng hn v cng dng hn v rng h s l ngi c li nhiu nht khi
tng th th trng m rng.Hoc lm tng phn sut th trng ca mnh bng cch u t nhiu hn, thu ht
khch hng ca i th cnh tranh. ng thi trin khai cc chin lc nhm chng li cc cuc tn cng ca i
th thng qua vic ci tin k thut, hiu nng cnh tranh. (Wave anpha c ci tin t Super Dream vi nhiu chi
tit ni a ha nhm s dng gi thnh chng li cc dng xe my Trung Quc lc ang t vo th trng)
*Nhm 2: Ngi thch thc

Yamaha, Suzuki, nhng hng c th phn ln v ang quyt lit tranh ginh th trng vi Honda l nhng
ngi thch th trng.Nhng hng ny s i theo chin lc market challenger : cng kch vo cc cng ty hng
u ( y l Honda) nhm nng cao v th, phng th trc cc i th nh hn hoc cc cng ty a
phng (SYM, Hoalam..) gi vng th phn.Nu mnh (ti chnh, cng ngh..), cc hng xe ny c th m
mt cuc tn cng chnh din nhm vo mi mt ca i th nhm ginh quyn kim sot tng th phn son
ngi ngi dn u (Yamaha ln lt tung ra cc dng xe tng phn khc nhm cnh tranh trc tip vi Honda:
Jupiter, Sirius i chi vi Wave, Future; Mio,Nouvo cnh tranh vi Click, Air Blade).Mt cng ty cng v tr ny
nhng yu hn c th dng cuc tn cng phng din, tc l tp trung sc mnh nhm vo nhng im yu ca
i th (Suzuki trc y truyn thng nh thng vo khu phong cch vi hnh nh tr, v snh iu, im yu
nht ca Honda lc ).
*Nhm 3: K bm theo
SYM, cc nhn hiu xe Hn Quc,l nhng ngi i theo th trng v s dng chin lc market
follower, tc l i theo cc chng trnh tip th, gi c, sn phm ca i th cnh tranh thay v tn cng. Li th
ca h l c th quan st ng thi, tnh hnh ca th trng thng qua i th v xem xt, iu chnh trc khi tung
ra chin lc.Mc tiu ca cc hng ny l gi gn phn sut hin c, trnh gp phi s tr a mnh m ca nhng
ngi khng l trn. Nhiu cng ty thuc dng ny c khi thu ht c nhiu th phn, li nhun trn mt phn
khc c th m h nhm vo hn c cc cng ty dn u (in hnh l SYM vi dng xe tay ga Attila bt chc
Spacy ca Honda)
*Nhm 4: Ngi trm vo
Cc hng xe Trung Quc, cc x nghip lp rp xe my ca Vit Nam, l nhng ngi in khuyt th trng
Cu 7: L mt quc gia ng dn v mc tng dn s cao khong 1.2%/nm, t l tng trng GDP 6-8%/nm, thu
nhp bnh qun u ngi tng 14.2%/nm, kt hp vi xu th ci thin thin sc khe v tm vc ca ngi Vit
Nam khin cho nhu cu tiu th cc sn phm sa lun gi mc tng trng cao. Nm 2010, trung bnh mi ngi
Vit Nam tiu th khong 15 lt sa/nm. D bo n nm 2020, con s ny s tng gn gp i, ln n 28 lt
sa/nm/ngi. V vy, th trng sa Vit Nam hin nay ang c tim nng rt ln. Ty theo vai tr v v th ca
cc doanh ngip trn th trng sa, doanh nghip theo ui cc chin lc marketing cnh tranh ginh c
mt v tr vng chc trong th trng tim nng ny. Nh l: ngi dn u trong th trng sa Vit Nam l
Vinamilk, ngi thch thc l TH True milk,ngi theo sau c Mc Chu milk, H Ni milk v cc doanh nghip
np gc. L doanh nghip chim n 40% trong th trng sa Vit Nam, Vinamilk hin nhin l ngi dn u vi
tim lc cnh tranh rt mnh. t c mc tiu ca ngi dn u l gi vng v tr hng u trn th trng,
tm kim li nhun th Vinamilk phi a ra cc chin lc ph hp vi v tr ca mnh. l: m rng th trng,
tng th phn v phng th.Chin lc m rng tng th trng: tm kim nhiu ngi s dng mi, to ra nhiu
cng dng mi v khuyn khch dng nhiu hn cho cc sn phm ca mnh. nhng ngi mun gim cn, bo
ph kim sot cn nng thng qua ch n king m vn m bo dinh dng th vinamilk tung ra sn phm
sa Vinamilk gim cn thu ht c nhiu ngi tiu dng (chin lc th trng mi). Khng nhng chim lnh th
trng trong nc, Vinamilk cn vn xa n cc nc khc nh M, Trung Quc, Lo, Campuchia.(m rng
phm vi a l), tm nhng cng dng mi ca sn phm nh: b sung vi cht ADM cho mt sng dng cao, khuyn
khch v thuyt phc ngi tiu dng s dng sn phm nhiu ln thng qua cc thng ip trong qung co nh : 3
ly sa mi ngy.Cc chin lc bo v th phn: bo v v tr ca mnh th cch tt nht l khng ngng i
mi k c v sn phm, dch v khch hng, phn phi v gim gi. Vinamilk tung ra hng lot cc sn phm
mi nh sa gim cn, sa thanh trng c thi gian bo qun lu hn (phng th lu ng), trong nhng nm qua
th vinamilk khng h tng gi m ch tng cht lng sn phm t nm 2008 n nay. Vinamilk chp nhn gim li
hoc b p t vic kinh doanh nhng sn phm khc chia s gnh nng chi tiu cho ngi tiu dng. V chnh
iu ny lm cho Vinamilk lun c mt v tr quan trng trong lng ngi tiu dng. Ngoi ra, Vinamilk rt lui
khi cc d n xut ln nh caf Moment, bia Zorok tp trung vo sn xut sa (phng th co rm). T c
th gip Vinamilk bo v th phn ca mnh.Chin lc tng th phn: nm c mc tng th phn cao
Vinamilkkhng ngng to sn phm mi, nng cao cht lng sn phm v tng chi ph marketing hp l.

Cu 9: xc nh u l i th cnh tranh trc tip, l i th c cng:

Cng chng loi sn phm
Cng phn khc khch hng
Cng th trng
Trc tip ginh khch hng vs DN mnh.
V d: Samsung c rt nhiu dng in thoi, nhng ch c dng cao cp mi nh galaxy s5, galaxy note 3 v note 4
l i th cnh tranh ca Apple v n cng l in thoi, cng xc nh phn khc khch hng cp cao (gi tng
ng), khai thc trn cng 1 th trng.

A. SAMSUNG: I. NH GI V SN PHM MP3 CA SAMSUNG:

1. a: kiu dng rt thi trang, phong cch cc my nghe nhc mp3 lm nng gi tr ngi dng. Gi c
cnh tranh, a dng, c rt nhiu mt gi lm cho ngi tiu dng c th t do la chn. Nhiu mt hng, nhiu s
la chn. Th trng a dng v rng ri.
2. Khuyt: cht lng m thanh cha tht s tt. bn khng cao. Kh s dng. II, KHC PHC:
Tip tc pht huy a im v sn phm nghe nhc mp3, c bit l v kiu dng, tip tc lm cho kiu dng
ca my nghe nhc mp3 Samsung mang phong cch rt ng cp Khc phc khuyt im ca sn phm, v
bn v cch thc s dng, c bit l m thanh ca Samsung l iu yu nht ca hng.
Cu 13:
* Chin lc pht trin tp trung: cng ty tp trung vo mt lnh vc, mt ngnh hang, mt dy sn phm
nht nh nhm to ra tc pht trin nhanh cho doanh nghip.
+u im: tp trung ngun lc, qun l khng qu phc tp, tn dng li th v kinh nghim.
+Khuyt im: ph thuc th trng, kh khai thc c hi mi, kh ti a ha li nhun.
-Thm nhp th trng: Dn tm cch m rng qui m, th phn nhng th trng hin ti vi nhng sn
phm hin ti.
- Pht trin th trng: DN tm cch pht trin nhng th trng mi trn c s nhng sn phm hin ti ca
mnh.
- Pht trin sn phm: DN tm cch ci tin hay a ra cc sn phm mi cho nhng th trng hin ti ca
mnh.
* V d: Chin lc pht trin ca cng ty c phn Kinh .
- Thm nhp th trng: Kinh n lc tung ra th trng cc sn phm a dng, cht lng, gi r, cng vi n
lc tip th, qung co mnh m, hiu qu nhm tng th phn ca cc sn phm. Nh: tng cng qung b thng
hiu qua nhiu hnh thc: trin lm hi ch, qung co trn bo, qung co xe ti giao hng ca nh phn phi. H
bn hng cng c y mnh: gia tng ph sp trn c nc, m rng knh phn phi ti cc tnh, giao hng trc
tip n ca hng i l v kho tp kt giao hng. Chin lc cnh tranh ca Kinh tp trung vo gi v cht
lng cc mt hng chnh: bnh bng lan Cakes, Crackers, bnh qu Wafer, Cookies..
- Pht trin th trng: th trng tiu th chnh ca Kinh l th trng ni a chim 45% th phn TT bnh ko
ni a. Th trng xut khu li chim phn nh nn mc tiu ca Kinh l th trng quc t.

+ Tung nhiu sn phm bnh m v bnh bng lan mi vi cht lng vt tri, nhm n nhm khch hng c thu
nhp cao. Ngoi bnh bng lan Solite c thi gian s dng di, phn khc ti c t chc bn hng v knh
phn phi chuyn bit, to iu kin cho bnh m v bnh bng lan Kinh m rng th trng xa hn.
+ t k hoch thm nhp hai th trng mi: Myanma vi hn 50 triu dn v TQ ( thm nhp nhn hng AFC
Crackers Kinh ) c tp qun tiu dng tng ng vi VN, v tr a l thun li cng chnh sch u i thu, hi
quan.
+ Cng c cc th trng c ti Trung ng, duy tr th trng truyn thng l Nht Bn.
- Pht trin sn phm: ch trng bn dng sn phm mang li doanh thu ch yu l bnh quy, bnh bng lan, bnh
crackers v bnh m.
+ u t dy chuyn sn xut hin i, ng dng k thut tin tin theo tiu chun chu u.
+ Nghin cu sp ph hp vi xu hng tiu dng ca NTD VN v nc ngoi vi hm lng ng, cht bo thp,
giu dinh dng, .
+ a dng ha chng loi sn phm trong ma Trung Thu v Tt Nguyn n. Lin tc u t, ci tin mu m,
nng cao cht lng sp bnh Trung Thu khng thua km sp ngoi nhp cao cp..
* Chin lc pht trin tch nhp: DN tm cch u t vo cc giai on ca qu trnh sn xut kinh doanh
hay tm cch u t kim sot i th v th trng.
+ u im: to ra mc pht trin n nh cho doanh nghip, duy tr kh nng cnh tranh, ch ng trong
sn xut kinh doanh, thu li mt phn li nhun.
+Khuyt im: tnh chuyn nghip ha b nh hng, u t ban u ln, d b l thuc cng ngh.
- Tch nhp pha sau: DN tm cch s hu hoc gia tng kim sot cc h thng cung cp ca mnh.
* V d Intel xy dng nh my lp rp v kim nh chip ti Vit Nam. Cc cng ty may Vit Nam
cn hi nhp v pha sau vi ngnh dt ch ng trong vic cung cp cc loi vi si ph hp vi
nhu cu thit k cc sn phm may.

* V d: l chin lc nhm tm kim s tng trng bng cch thm nhp v thu ht nhng ngi cung cp ci
thin doanh s, li nhun. Nhm to thm nng lng cho cuc ua vi cc i th cnh tranh Yahoo hp tc vi
cc nh cung ng:
+2002-2003, tham gia lin minh chin lc vi BT Openworld-nh cung cp dch v internet hng u Anh.
+2007: thm gia lin minh Sandisk_nh cung cp phn cng.
+Yahoo hp tc vi hng bo mt Symantec, a ra phn mm bo mt Internet c tn gi Norton Internet
Security nhm bo v ngi dng trnh khi nhng mi e da trc tuyn nh virus hay phn mm spy. Nh sn
phm ny, yahoo c cng c cnh tranh vi cc gi sn phm tng t m cc i th ang trin khai lin quan
n vn bo mt.
- Tch nhp pha trc: DN tm cch s hu hoc gia tng kim sot cc h thng phn phi ca mnh.
- p dng cho hnh thc kinh doanh nhng quyn thng hiu: chui nhng quyn ca c ph Trung Nguyn,
Startbuck coffee, KFC, Mcdonal
- Cc doanh nghip ch bin thc phm hi nhp v pha sau vi cc ngnh nng nghip ch ng trong vic
cung cp nguyn liu, m bo cht lng nguyn liu u vo to c trng ni bt ca sn phm ch bin hoc

ngn chn ri ro do nguyn liu cht lng km, khai thc v pht trin cc c hi tim nng v ngun nguyn liu
nng sn phong ph to ra cc sn phm tiu dng a dng.
* V d: Yahoo hp tc vi cc nh phn phi:
+ 1998, yahoo tin hnh mua li Viaweb, i tn thnh Yahoo! Store
+ 1999, mua li Yoyodyne Entertainment Inc, mt doanh nghip ng u trong lnh vc marketing trc tip
Internet. Sau , mua li GeoCities v Broadcast.com
+T nm 2000-2007 yahoo tin hnh thm nhiu thng v ln nh mua li eGroup nhm m rng v hon
thin dch v th in t, HotJobs_cng ty phn mm cung cp gii php tuyn dng, MyBlogLog v Right
Media_cng ty hng u v qung co trc tuyn v mang qung co trc tuyn ni ting BlueLithium.
- Tch nhp hng ngang: DN tm cch s hu hoc gia tng kim sot ln mt s i th ca mnh.\
* V d:Nippon Steel, tp on thp ln nht ca Nht, c k hoch sp nhp vi tp on
thp i th Sumitomo Metal Industries trong nm sau, ng thi ny s to ra tp on
thp ln th 2 th gii tnh theo sn lng. L mt hng vn ti hnh khch ng di,
nhng Phng Trang ln sang lnh vc taxi ti TPHCM sau khi mua li v nm quyn kim
sot thng hiu taxi Future. Unilever mua thng hiu kem nh rng PS).
* Chin lc a dng ha: DN a ra nhng sn phm mi trn th trng hon ton mi.
+u im: khai thc hiu qu ngun lc, tng qui m, tng tnh an ton trong kinh doanh.
+Nhc im: i hi trnh qun l cao, d ri vo tnh trng pht trin qu nhanh nh mt tnh u vit
c th.
- a dng ha ng tm: DN to ra nhng sn phm mi c cng ngun gc k thut, hot ng marketing
vi mt hng hin ti.
*V d:Vinamilk tp trung mi ngun lc pht trin sn phm a dng ha cc dngsn phm saclng,
gi cphi chng v ph hp vi th trng ngi tiudng Vit Nam. Kt qu n tng ca Vinamilk l pht trin
thnh cng hn200 dng sn phm sa v ch bin tsa. Trong , sa bt v sa nc l dngsn phm cho,
cc sn phm tng thm gi trl sa c v sa chua, bn cnh l cc sn phm chbin tsa khc ( b, phmai,
kem,)=> chin lc a dng ha ng tm rt ph hp vi Vinamilk. Vinamilk l mt cng ty ln, c th phn ln
trm th trng sa VN nn vic tp trung vo cc sn phm ch lc khng nhng nng cao uy tn m cn gip
Vinamilk chim lnh khong 39% th phn tng th.
- a dng ha honh tuyn: DN a ra nhng sn phm c kh nng li cun khch hng hin ti ca mnh
d n c quy trnh sn xut hon ton khc so vi sn phm hin ti.
* V d:Vinamilk l cng ty u tin cam kt "sa ti 100% nguyn cht". Cngty y mnh u t vo dng
sn phm sa ti thanh trng bng cng nghli tmtch khun hin i nht thgii v ln u tin c p dng
ti ng Nam . Bn cnh vic tp trung vo sn xut sa, hng cn m rng pht trin sang ngnh nc gii kht
nhng l cc sn phm nc gii kht c li cho sc khe ngitiu dng nh: sa u nnh( nhn hiu Gold Soy),
cc loi nc p tri cy mangnhn hiu V-fresh
- a dng ha kt ni: DN a ra nhng sn phm khng lin quan n k thut, sn phm, th trng hin
ti ca mnh.* V d:Vinamilk sn xut bia v c ph: bia Zorok, caf Moment nhng khng em li hiu qu.
Cu 18:
Pht biu trn khng hon ton ng. Khng nhng b phn marketing m c ban lnh o, tt c cc b
phn khc hay ni cch khc l ton b doanh nghip phi c nhim v lm cho khch hng tha mn. B phn

marketing khng th lm cho khch hng tha mn c khi c nhng ha n sai st do b phn k ton, thi
kh chu ca nhng nhn vin trong DN nh nhn vin bn hng,b phn chm sc khch hng, b phn hnh
chnh, b phn an ninh khng gii quyt c nhng vn ca khch hng. Hay chin lc marketing c xy
dng hon ho n u nhng b phn sn xut li sn xut sn phm vi cht lng km th s lm cho NTD quay
mt li vi DN. V vy, khng nhng cn c nhng chin lc hiu qu ca b phn marketing m cn cn s kt
hp gia tt c cc phng ban trong DN, c th gi chn c khch hng bng chnh s hi lng ca h i vi
DN.
Cu 19:
T trc n nay tt c DN u coi khch hng l thng , khch hng l ngi nui sng doanh
nghip. khng c khch hng th khng c DN. Trong kinh doanh, yu t quan trng nht khng phi l sn
phm/dch v DN bn, hay i th DN phi vt qua m l khch hng. Ni g i na th h mi chnh l ngi
quyt nh s thnh bi ca doanh nghip. V th, mi hot ng kinh doanh DN thc hin u phi hng n
khch hng, t chnh sch bn hng, ch bo hnh, phng thc thanh ton cho n gi m ca, ni dung thuyt
trnh, qung co, website. Ngoi ra, DN cng phi hiu khch hng t trong ra ngoi, t ngoi vo trong, phi hon
ton thu hiu h. T , DN mi tm kim c khch hng mi cng nh gi chn c khch hng c. Theo
thc t nghin cu cho thy cc n t hng (80%) u xut pht t nhng khch hng quen thuc ch khng phi
l ngi mi. V vy, bn cnh n lc thu ht khch hng mi, DN cng gi c nhiu khch hng c bao nhiu
th DN s pht trin lu bn by nhiu. Hn th na,yu t khch hng l c s ca mi chin lc, l si ch
suyn sut qu trnh xy dng v trin khai , thc hin chin lc marketing ca bt c doanh nghip no. V vy
Chng c g ngc nhin khi DN dn ht thi gian, s quan tm v tin bc cho hot ng nhm thu ht v gi chn
khch hng.
thu ht v gi chn khch hng, DN phi:
* thu ht khch hng mi DN cn:lin tc tp trung v tim kim nhng khch hng mi, xc nh th trng
ph hp vi DN, nhn mnh c trng ca sn phm c s khc bit so vi sn phm ca i th cnh tranh, truyn
t nhng u im ca sn phm n khch hng mt cch r rng nht, t chc nhng cuc hi tho min ph, xy
dng mi quan h hp tc chin lc, s dng cc chng trnh tip th kt hp, p dng cc hnh thc tip th trc
tip nh gi th trc tip, e-mail, in thoi
* gi chn khch DN cn:
+ Duy tr s hi lng ca khch hng thng qua cht lng sn phm, qung co, dch v, khuyn mi.
+ Phi xc nh sn phm ca mnh lc no cng t bng n hn i th thng qua hot ng 4Ps v kch thc
sn phm ca DN.
+ Duy tr quan h khch hng da vo tnh cm v ph chuyn i, trit khu, tri n khch hng thng qua khuyn
mi c bit, tng qu vo cc ngy c bit ca khch hng..