Post on 30-May-2018
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Qun tr marketing
TS. Don Hong Minh
i hc Kinh t Quc dn
Bi 3
Hiu hnh vi khch hng ca doanh nghip
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=
Khi nim th trng:Th trng hin ti v tim nng
Khch hng hincha dngsn phm
Khch hngkhng quan tm/khng lin quan
Th trng hin ti cai th cnh tranh
Th trng hin tica DN
Th trng tim nng ca DNTh trng hin tica c ngnh
Th trng tim nng ca c ngnh
Th trng hin ti
Th trng tim nngT l thm nhp
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22
Gi tr ca mt khch hng: Mt v d
S ln mua
(10 ln/nm) Thu nhpthng xuyn
Thu nhp tmi ln mua
($4)
($40/nm)
Chi phthng xuyn
Li nhun($35 /nm)
($5/nm ) Vng i(10 nm)
Chit khu(4%)
Li nhun c i($295)
Chi ph c ckhch hng
($50)
CLV($245)
Gi trca
khch hng
Hnh vi khch hng tiu dng
Tp hp cc suy ngh, tnh cm vhnh ng lin quan n qu trnh
mua v tiu dng mt hng ha
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Ba nh lut c bn v hnh vingi tiu dng
1. Ngi tiu dng khng phi lc no cng tun theo cc hc thuyt
v l tr kinh t nh mi ngi thng ngh
2. Tuy nhin ngi tiu dng khng phi c x mt cch hon ton
ngu nhin
3. Hnh vi ca h xut pht t nhng nhu cu t nhin v mong mun,
l mt qu trnh kt hp c thc, v thc, l tr v tnh cm
Nhng vai tr lin quan n hnh vi mua
Ngi mua thc hin hnh vi mua hng
Ngi s dng s dng hoc tiu dng
Ngi t vn nh hng n quyt nh la chn
Ngi quyt nh quyt nh mua hay khng mua
Ngi bnh lun ....
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M hnh hnh vi
Cc c im c nhn
+
Mi trng
Hnh vi
Qu trnh nhn thc
Nhn bit nhu cuNhn bit nhu cu
Tm kim thng tinTm kim thng tin
nh gi cc phng nnh gi cc phng n
Ra quyt nh muaRa quyt nh mua
Phn ng sau khi muaPhn ng sau khi mua
Vn ho
Nhm tham kho
Gia nh
Tnh hung mua
v tiu dng
......
Cc yu t mi trngCc yu t mi trng
c im nhnkhu hc
ng c
S nhn thc
Kinh nghim
Thi , tnh cm
Nhn cch, quannim bn thn
Cc yu t c nhnCc yu t c nhn
Cc kch thch
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Cc yu t c nhn : c imnhn khu hc
Tui tc, gii tnh, thu nhp, trnh vn ha,ni c tr...
Mt trong cc khi nim :
Nhu cu l mt cm gic thiu ht
ng c l nhu cu mnh c th dn n hnhng
Cc yu t c nhn : ng c, Nhu cu
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Sn phm hin cSn phm hin c
Thu nhpThu nhp
Nhu cu
Mong mun
Nhu cu c khnng thanh ton
Th trng
Cm gicthiu ht
Nhu cu t nhin, mong mun, nhu cu ckh nng thanh ton
Cc loi nhu cu theo Maslow
Sinh lSinh l
An toAn tonn
TTnh cnh cmm
a va v
TT hohon thin thinn
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CCc loc loi nhu ci nhu cu theo Murrayu theo Murray
Nhu cu s hu
Nhu cu hon thin
Nhu cu ph trng
Nhu cu thng tr
Nhu cu nhp hi
Nhu cu vui chi
Nhu cu trt t
Nhu cu c ghi nhn
Nhu cu c tn trng Nhu cu quyn t ch
Nhu cu tn cng
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Cc mc mc tiu / nhu cu
Cc ba n
nh hnTrnh n vt Tp th thao
u n
Tch cc
hot ng
n king Tp th dc
Lm hi lngngi khc
Cm gic t tinthoi mi
Sc khetui th
Mc tiu cui cng
(Ti sao ?)
Mc tiu trung tm
(Ci g ?)
Mc tiu phng tin
(bng cch no?)
Gim cn
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Hnh nh
m thanh
Mi
V
...
Kch thch
Mt
Tai
Mi
Ming
Da
TIP CN CH DIN GII
Gic quan tip nhn
Cc yu t c nhn :Nhn thc
Cc yu t c nhn : Nhn thc
Qu trnh mang tnh chn lc,
ph thuc vo cc yu t
Cc nhn t kch thch
Bi cnh
c im c nhn
Thng ip
S ch S ch
Din giiDin gii
Ghi nhGhi nh
Thng ip
S ch S ch
Din giiDin gii
Ghi nhGhi nh
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Kinh nghim, Hc hi (learning)
L qu trnh thay i khng ngng cahnh vi c nhn, thng qua vic tch ly
kinh nghim (phn x)
Cc yu t c nhn :
Phn x c iu kin
Cc cuc thiu tennis
Lin tng ngii qu tc
Heineken
Kch thch khng c iu kin
Kch thch c iu kin
T ng dn n
C th dn n
Phn x
Lin hlp ilp li
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Khi nim : Tp hp cc c tnh tml n nh v thng trc ca mt cnhn, to ra xu hng hnh ng nhtqun ca ngi
Nhn cNhn cch (cch (c ttnh)nh)Cc yu t c nhn :
Mt s nt nhn cch
Hng ngoi Hng ni
Bnh tnh Lo lng
C thc Cu th
D gn Cu bn
Ci m Bo th
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Hnh nh v chnh mnh ca mt c nhn, da trn : vic quan st hnh vi, ng x ca bn thn vic quan st hnh vi ng x ca ngi khc i
vi anh ta vic t so snh vi nhng ngi khc nhng iu ngi khc ni trc tip vi anh ta
Quan nim v bn thnCc yu t c nhn :
So vSo vi ci cc hc hc vin khc vin khc trong lc trong lp, mp, mc c thng minh cthng minh ca ti na ti nm trong khom trong khong :ng :
Trong sTrong s10%10%
cao nhcao nhtt
ChChnh xnh xcc khokhongng
gigiaa
Cao hnCao hnngngi khi khcc
mmt cht chtt
NNi chungi chungcao hncao hn
ngngi khi khcc
ThThp hnp hnngngi khi khcc
mmt cht chtt
NNi chungi chungththp hnp hn
ngngi khi khcc
Trong sTrong s10%10%
ththp nhp nhtt
11 22 33 44 55 66 77
Quan nim v bn thn
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o s t nh gi bn thn
Hon ton khng ng ------------ Hon ton ng 1 2 3 4 5
1 Hin ti ti thy hi lng vi v b ngoica mnh
1 2 3 4 5
2 Ti t tin vo s kho lo ca ti 1 2 3 4 5
3 Ti c cm gic nhng ngi khc tntrng v ngng m ti
1 2 3 4 5
4 Hin ti ti c cm gic mnh km ci sovi nhng ngi khc *
1 2 3 4 5
5Ti c cm gic l mnh khng bit cchlm vic * 1 2 3 4 5
(Heatherton & Polivy, 1991)
Hon ton khng ng ------------ Hon ton ng 1 2 3 4
1.
Ti ngh rng mnh c mt s phm cht tt 1 2 3 4
2.
Nhn chung ti hi lng vi mnh 1 2 3 4
3.
i khi ti c cm gic mnh thc s vdng*.
1 2 3 4
4. Ti c mt thi tch cc vi chnh mnh. 1 2 3 4
5.
Ti tng c lc ngh mnh ch c tchs g*.
1 2 3 4
(Rosenberg, 1965).
o s t nh gi bn thn
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Thi l tm trng ca mt c nhn trc mts vt, mt hin tng hay mt ngi no
V d:
Ti thch chi game
Ti khoi mn pizza
Ti say m bng
Ti ght ra btThi c th nhngmc mnh / yu vtheo hai xu hng tch
cc / tiu cc
Cc yu t c nhn : Thi
Cc yu t c nhn : Nim tin
Con c ny nng t nht30 kg!!!
C ma !!!!
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Cc yu t mi trng : nhmtham kho
Thng tin
Mt ngi bn ni rngti ca hng An Phc-Pierre Cardin c trngby nhng b vt rt p
Ti nh mt vi ngi
bn, Phong c miung caf Capuccino G7
Ngi bn chi tennisgii nht trong nhm caPhong i giy hiuAdidas
ang cn mua mt bvt mi, Phong i nca hng Anphuoc Pierre Cardin.
Phong quyt nh mua
th Capuccino G7
Phong tm mua mti giy hiu Adidas
Tnh hung Hnh vi Loi nh hng
Tnh hung tiu dng vnh hng ca nhm tham kho
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Chunmc
Vi ngi bn ch ci inthoi di ng ca Phongmua cch y 4 nm
Phong khi n n ticti nh bn b, h mang biangoi tht i, tuy mi ngich thy c g khc bit c
Mt on qung co trn tivi ni : bn b c th trnh
xa bn nu bn khng c hith thm tho
Phong mua mtmy in thoi mi
Khi (v ch khi) micm bn b ti nhPhong tm mua biangoi
Phong tm muanhn hiu c
qung co
Tnh hung tiu dng vnh hng ca nhm tham kho
Tnh hung Hnh vi Loi nh hng
Tnh cm
Nhiu ln, Phong nhnthy c bn gi rtthch Phong dng nchoa Kenzo nam giima ng
Phong thy m mnh
khng thch cc loi smi k sc
Mi khi i chi vi bngi Phong li dng nchoa Kenzo
Phong khng bao gimua o s mi k sc
Tnh hung tiu dng vnh hng ca nhm tham kho
Tnh hung Hnh vi Loi nh hng
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Cnh tranh
c quan, mt ngnghip ca Phong mitu mt chic HondaCivic
Gia nh ngi em hca Phong va c mtk ngh ko di mttun trong mt ressort 4 sao
Phong quyt nh vay bm tin i chic Viosmua cch y 2 nm lymt chic Toyota Camry
Phong d kin h nya c gia nh i ngh Lt
Tnh hung tiu dng vnh hng ca nhm tham kho
Tnh hung Hnh vi Loi nh hng
An tonBn b Phong xbn c phiu ca cngty REE nim yt trnsn chng khon
Phong gic b m mnhcng lm th
Tnh hung tiu dng vnh hng ca nhm tham kho
Tnh hung Hnh vi Loi nh hng
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nh hngmnh
Dng l ra bn ngoi
Sn phm c lin quann nhm
Khch hng km t tin
Khch hng rt gn b
vi nhmSn phm khng thit yu
/ xa x
Tnh hung tiu dng nhm tham khoc nh hng mnh
Cc yu t tnh hung
Bi cnh, mi trng
Thi gian
a im
Cc s kin .
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Cc yu t vn ha
Vn ha phng ng phng Ty
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Qu trnh ra quyt nh mua ca khch hng
Nhn bit nhu cu
Tm kim thng tin
nh gi cc phng n
Quyt nh mua
nh gi sau khi muanh gi sau khi mua
ng c
Nhn thc
Thi
Quyt nh
Hc hi (kinh nghim)Hc hi (kinh nghim)
Din bin tm lDin bin hnh vi
Khong cch
Hin tiMong i
Bt u qu trnh
Marketing ngvai tr khi gi
thc y
Nhn bit nhu cu
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Ph thuc vo mc ri rocm nhn Ri ro lin quan n tnh nng sn phm Ri ro lin quan n ti chnh Ri ro lin quan n sc khe Ri ro lin quan n hnh nh bn ngoi Ri ro lin quan n tm l
Tm kim thng tin
So snh cc ngun thng tin
NguNgunnNN llcc
ii hhii tin ctin cyy
#1 Bn trong (kinh nghim Thp Caohoc dng th)
#2 C nhn (bn b Thp Caongi thn)
#3 i chng (media) Cao Cao
#4 Thng mi Thp Thp
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nh gi cc phng n
Cc nhn hiu hin cNhn hiu A
Nhn hiu la chn
Nhn hiu B Nhn hiu C Nhn hiu D Nhn hiu E
Nhn hiu F Nhn hiu G Nhn hiu H Nhn hiu I Nhn hiu J
Nhn hiu B
Nhn hiu F Nhn hiu I
V d v nh gi gia cc phng n
45323Mc quantrng
53123GM
55151Ford
55542Toyota
52125Nissan
14544Honda
Sc mnhKiu dngTin nghiDch v humi
GiNhn hiu
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Honda (3*4) + (2*4) + (3*5) + (5*4) + (4*1) = 62
Nissan (3*5) + (2*2) + (3*1) + (5*2) + (4*5) = 52
Toyota (3*2) + (2*4) + (3*5) + (5*5) + (4*5) = 74
Ford (3*1) + (2*5) + (3*1) + (5*5) + (4*5) = 61
GM (3*3) + (2*2) + (3*1) + (5*3) + (4*5) = 51
nh gi cc phng n
Ai mua ?Ci g ?
Khi no ?
u ?
V ti sao ?
Quyt nh mua
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Cc yu t can thip vo gia nh muav quyt nh mua
Cc yu t mitrng ngoi d
bo
Thng tinmi
Tnh d bthay i
S kinngoi d
kin
Thi gian Kh nng tkim sot
Phn ng sau khi mua v tiu dng
LLii chchccm nhm nhnn
MongMong ii
ThoTho mnmn Khng thoKhng tho mnmn
KhoKhong cng cchch
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Nguyn tc : Khch hng khng hilng bc l s bt bnh ca mnh nhiuhn l cc khch hng hi lng
Phn ng sau khi mua v tiu dng
Cc tnh hung ra quyt nh mua
Mc quan tm thp Mc quan tm cao
Quyt nhmua theothi quen
Quyt nhmua theothi quen
Quyt nhmua n
gin
Quyt nhmua n
gin
Quyt nhmua c
cn nhck lng
Quyt nhmua c
cn nhck lng
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Tc ng n hnh vi ngi tiu dng.
Thng tin vnhn thc, thi, hnh vi cangi tiu dng
Cc kch thchmarketing tcng vo mi
trng
nh hng nnhn thc, thi ca ngi
tiu dng
nh hng nhnh vi ca
ngi tiu dng
Nghin cu hnh vi ngi tiu dngD liu v bn hng, th phn