Quan Tri Marketing (DHCN)

8/6/2019 Quan Tri Marketing (DHCN)

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B CNG THNGTRNG I HC CNG NGHIP TP H CH MINH

_______________

cng bi ging:

Tin sNGUYN HU QUYN(www.kynangquanly.com.vn)

Lu hnh ni b


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Bi ging Nguyn l Marketing_________________________________________________________________________________________________

Nm 2009

__________________________________________________________________________________Tin s Nguyn Hu Quyn (website: www.kynangquanly.com.vn)

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Chng 1

TNG QUAN V MARKETING_____________________

1. S ra i v pht trin ca Marketing

Trong cc ngnh khoa hc hnh vi, th ngnh Marketing l ngnh non tr. Sxut hin ca Marketing ch bt u t nhng nm 1900. khi qut ho qu trnh

pht trin ca Marketing, chng ta c th chia lm hai thi k:

(1). Thi k t u th k 20 n u thp nin 1960, l thi k m marketingc xem l mt ngnh ng dng ca khoa hc kinh t; v

(2). Thi k t thp nin 1960 n u th k 21, l thi k Marketing l mt

ngnh ng dng ca khoa hc hnh vi.1.1. Marketing l mt ngnh khoa hc kinh t:

Bartels chia cc giai on pht trin ca Marketing trong thi k ny lm 6giai on:

Giai on khm ph (1900-1910): nh du s ra i ca Marketing. Hnhvi th trng v thng mi c gii thch ch yu bng quan im kinh t v m.Cng vi s pht trin ca ngnh Khoa hc qun tr (cha quan tm n hot ng

phn phi) th Marketing mi ch hnh thnh di dng tng.

Giai on xy dng khi nim (1910 - 1920): Vi nhng khi nim c bnca Marketing ra i v c cng c trong thi k ny lm nn tng cho spht trin ca Marketing nh: t chc knh phn phi, cc hot ng ca marketing,cc c im ca sn phm

Giai on tng hp (1920 - 1930): ghi nhn s ra i ca nhng nguyn lmarketing, 2 lnh vc mi c xut hin: bn bun v nghin cu th trng; thutng qun tr marketing cng ra i trong giai on ny.

Giai on pht trin (1930-1940): cc lnh vc ca marketing c phttrin theo chiu rng v chiu su (hng n nh lng). Nhiu cuc kho st

nh lng nhm kim nh cc gi thuyt hnh thnh phng php nghin cumarketing mang tnh khoa hc cao.

Giai on nh gi li (1940-1950): Cng c v tng qut ho cc khinim marketing vi ghi nhn ng k ca trng phi qun tr marketing .

Giai on ti xy dng khi nim (1950-1960): Mt s im ni bt camarketing c hnh thnh. Th nht, kha cnh qun tr marketing, nh khi nimmarketing hn hp c s dng biu th vai tr qun tr v chc nng hochnh chin lc cng c nhn mnh. Th hai, marketing c hiu nh mt qutrnh mang tnh tng th v quan h ln nhau., v s xut hin ca xu hng x hi

trong marketing. Xu hng ny th hin nhiu gc : n ch ra rng vic phntch marketing s dng cc phng php nghin cu c pht trin trong cc


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ngnh khoa hc x hi; n cng c ngha cng nhn th trng phn nh y ccyu t kinh t v vn ho x hi; n cn c hm l qu trnh marketing tng thkhng ch l cng c doanh nghip tho mn c nhu cu ca khch hng mcn l cng c gip x hi tho mn c nhu cu tiu dng. Xu hng ny to nns khc bit ca marketing mi quc gia, khi u cho pht trin ca marketingquc t sau ny.

Tm li, trong giai on 1900 1960, marketing pht trin da vo hai tin chnh: (1) marketing v c bn l mt hot ng kinh t v n l mt ngnh con cakhoa hc kinh t; v (2) ch th ca hot ng marketing trn th trng l cc nhmarketing ch khng phi l ngi tiu dng. Ni bt l s ng gp ca Aldersont nn mng cho mt l thuyt tng qut ca marketing thng qua l thuyt v lith khc bit. Tuy nhin, y l mt l thuyt kinh t ng dng, m thiu ccyu t hnh vi nn khng cn thch hp vi cc hc thuyt ca marketing hin i.

1.2. Marketing l ngnh khoa hc hnh vi

Bt u t thp nin 1960 tr i, nhiu nh l thuyt v thc tin marketing bt u nghi ng v tnh ph hp ca hai tin ca thi k trc nm 1960(marketing l mt lnh vc khoa hc kinh t v ch th ca cc hot ngmarketing l nh marketing) v tm cch thay i chng bng nhng tin phhp hn, hng tip cn mi ra i.

1.2.1. Th nht, l s thay th tin trao i kinh t bng tin traoi gi tr chuyn marketing t khoa hc kinh t ng dng sang khoa hchnh vi ng dng

iu ny dn n s ra i ca 3 trng phi mi: trng phi marketing vm, trng phi bo v ngi tiu dng, v trng phi h thng.

Trng phi marketing v m

C 2 hng nghin cu:

(1) Marketing l mt hot ng ca x hi v nhn marketing va chi phi xhi va chu x hi chi phi vi ng gp ca nhiu hc gi, nh hnh cho t tngmarketing x hi sau ny;

(2) Marketing tp trung vo mc ch pht trin kinh t, kim sot dn s,phn phi thu nhp,. Hng pht trin ny tng bc hnh thnh marketing a

phng.Trng phi v m gp phn vo vic xc nh li mc tiu ca marketing. N

chuyn i mc tiu ca marketing t li nhun sang nhiu lnh vc nh: li chkhch hng, cng ng, x h,

Trng phi bo v ngi tiu dng

Tp trung vo vic bo v quyn li ngi tiu dng. Trng phi ny xuthin khi cc hc gi marketing pht hin ra nhng bt hp l v quyn li cangi tiu dng trn th trng, hnh thnh l thuyt tho mn ca khch hng trongmMarketing. Khi nim ny l mt trong nhng khi nim trung tm ca marketingngy nay.


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Trng phi h thng

Tp trung vo vic nghin cu cc m hnh nh lng v marketing. Trngphi ny pht trin rt mnh cho n ngy nay do s pht trin ca cng ngh thngtin ng gp ch yu ca trng phi ny l n nh hng phng php lng

ho trong qu trnh marketing.1.2.2. Th hai, s thay th tin ch th ca marketing t nh

marketing sang thnh ngi tiu dng

S thay i ny hnh thnh 3 trng phi:

Trng phi hnh vi tiu dng

ng dng nguyn tc hnh vi phn tch hnh vi tiu dng trn th trng.Hng lot cc khi nim: lng trung thnh, thi , xu hng tiu dng, x l thngtin cu ngi tiu dng v cc m hnh v hnh vi tiu dng ra i. Trng phiny to c quan tm nhiu nht cho cc nh nghin cu.

Trng phi hnh vi t chc

Khng nh hnh vi ca mt t chc, s pht trin ca t tng tm l x hitrong qun tr t chc nh nghin cu knh phn phi.

Trng phi hoch nh chin lc

Hoch nh chin lng marketing trong mi trng ng nh: t vn khchhng, nghin cu th trng gp phn chuyn bin tm nhn ca marketing mangtnh chin lc.

Tm li, s thay th ca hai tin ca marketing trong giai on 1900 1960(t trao i kinh t sang trao i gi tr v t ch th quyn lc ngi bn sangngi mua) dn n s hnh thnh cc trng phi mi v cc trng phi ny nggp rt nhiu cho s pht trin ca marketing, to nn c s bin marketingthnh mt ngnh khoa hc c lp.

Xut pht t mc tiu ca h thng tip th: lm cho s tiu th ti a, lm chos tho mn ca ngi tiu th c ti a, lm cho s la chn c ti a, l chocht lng cuc sng c ti a. to nn xu hng chp nhn marketing trongx hi t lnh vc kinh doanh, n lnh vc quc t, lnh vc phi li nhun.

1.3. Mt s hng nghin cu mi trong marketing

Hng c nhiu nh nghin cu quan tm c l l kh nng thay th mhnh maketing tng hp (marketing - mix) thnh m hnh marketing mi quan h(relationship marketing).

M hnh marketing tng hp c McCarthy h thng gm 4 thnh phn 4P(sn phm, gi c, phn phi, chiu th). M hnh 4P l m hnh tn ti lu nht vn d nh v bao ph cc thnh phn c bn ca marketing. Tuy nhin, nhiu tcgi cho rng m hnh 4P khng gii thch c bn cht ca marketing, c bit lmi quan h tng tc trong mng marketing. Trong khi marketing mi quan h btngun t hng tip cn tng tc mng trong nghin cu cc hot ng marketing

trong th trng cng nghip. T thp nin 1990 tr i hng marketing mi quanh thu ht c rt nhiu nh nghin cu v c xem l mt hng thch hp


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cho nghin cu marketing th k 21 ny cng vi s pht trin v ng dng rngri ca cng ngh thng tin nh l mt cng c c lc h tr.

1.4. Phm vi nghin cu marketing

C nhiu hng tip cn khc nhau trong marketing v marketing i vo rt

nhiu lnh vc trong x hi. Nh khoa hc Hunt a ra m hnh v 8 lnh vc tng qut ho bn cht v phm vi ca marketing. Bao gm 2 khu vc chnh: linhun v phi li nhun. Trong tng khu vc l phm vi ca marketing c th i theohng vi m hay hng v m. Trong tng hng, marketing c th l thc chnghay chun tc.

Marketing khu vc li nhun hay khu vc phi li nhun: bao gm cc hotng marketing ca tt c cc t chc c mc tiu li nhun; v marketing khu vc

phi li nhun, bao gm cc hot ng marketing ca cc t chc vi mc tiukhng phi l li nhun.

Marketing vi m hay v m: lin quan n mi quan h giao dch gia cngty v khch hng ca mnh; trong khi , marketing v m ni ln ton b h thngmarketing nhm tho mn nhu cu v c mun ca x hi).

Marketing thc chng hay chun tc. Marketing thc chng l phm vi camarketing nhm mc ch m t cch thc thc hin marketing ca mt t chc.Trong khi , marketing chun tc l phm vi ca marketing trong ngh cchthc t chc lm marketing nn thc hin cc hot ng nh th no tho mntt hn nhu cu v c mun ca con ngi (khch hng v x hi).

Chng trnh hc ca chng ta s tp trung vo lnh vc li nhun v vi m

ca marketing.2. Cc quan im v nh ngha marketing:

2.1. Cc quan im khc nhau:

Quan im bn hng: ng rng khch hng s khng mua ht sn phmca doanh nghip tr khi c kch thch thng qua n lc bn hng v mt chngtrnh khuych trng mnh m.

Quan im marketing hin i: ng rng doanh nghip nn nghin cunhu cu ca khch hng v xc nh th trng mc tiu tt nht, t mang s

tha mn c mong mun n th trng. Quan im marketing x hi: Mt qu trnh c tnh x hi v qun l m

qua cc c nhn, cc t chc ny nhn c nhng th mnh c nhu cu thngqua vic to ra v trao i cc sn phm, gi tr vi ngi khc, t chc khc

2.2. Theo nh ngha ca Hip hi marketing Hoa k

Marketing l mt lnh vc c hiu rt khc nhau v rt hay nhm ln trongkinh doanh. Nhiu doanh nghip cho rng marketing l qung co, khuyn mi, bnhng nhng tt c chng ch m t mt kha cnh no ca Marketing m thi.Chng ta c th chia ra lm hai nh ngha i din cho marketing truyn thng v

marketing hin i.


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Marketing truyn thng (m hnh 4P): marketing l mt qu trnh hochnh v qun l thc hin vic nh gi, chiu th, v phn phi cc tng, hngho, dch v nhm mc ch to ra cc giao dch tho mn nhng mc tiu cac nhn, ca t chc ca x hi.

Marketing hin i (M hnh 4C): marketing l thit lp, duy tr v cng ccc mi quan h vi khch hng v cc i tc c lin quan lm tho mn mctiu ca cc thnh vin ny. Nh vy, t tng ch o ca marketing trong qutrnh sn xut kinh doanh l khm ph nhu cu ca khch hng cung ng hngho ph hp, ch bn ci g khch hng cn ch khng phi bn ci g m nh snxut kinh doanh c sn.

2.3. Cc khi nim khc cn nm hiu r v marketing

i hi cp thit (Needs):

i hi cp thit ca con ngi l mt trng thi cm thy thiu thn cn c

p ng nh: nhu cu v vt cht c bn (thc phm, n mc, nh, s an ton); nhucu mang tnh x hi (mi quan h vi cng ng); nhu cu tho mn s hiu bitv m rng kin thc ca c nhn. Cc loi nhu cu trn gn lin vi i sng. Khix hi pht trin, cc mong mun ca cc thnh vin trong x hi gia tng. Do, cc nh sn xut tm mi cch kch thch nhu cu ca con ngi bng cch snxut ra cc sn phm mi gn kt cht ch gia sn phm sn xut ra vi cc loinhu cu ca con ngi.

Mong mun (Wants)

Mong mun ca con ngi l cc i hi c dng c th, n hnh thnh do s

pht trin ca vn ho x hi v nhn cch con ngi. Th d: dn c cc nckm pht trin, khi i h cn thc n cn thit nh: bnh m, cm, nhng dn c nc pht trin th cn thc n c hm lng dinh dng caoNh vy, mongmun c m t nh l cc i tng dng tho mn cc i hi ca con ngi

ph hp vi iu kin ca mi trng sng.

Nhu cu c kh nng thc hin hay c kh nng thanh ton (demands)

Mong mun ca con ngi khng gii hn, nhng ngun lc th c hn (khnng v ti chnh). V vy, cn ngi thng la chn cc loi sn phm p ngtt nht nhu cu c kh nng thc hin ca h.

Trao i (exchange)Hot ng marketing xy ra khi con ngi quyt nh tho mn cc nhu cu,

cc mong mun xuyn qua s trao i. Trao i l hnh vi con ngi nhm c cnhng mong mun bng cch tr li vt ngang gi cho ngi cung cp Giao dch(transaction)

Nu nh trao i l khi nim c bn ca marketing th giao dch chnh l nv o lng trong lnh vc ny. Giao dch l mt quan h thng mi v cc vt cgi tr gia hai thnh vin.


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3. Ni dung c bn ca Marketing

Trong cc m hnh marketing hn hp th m hnh 4P ca McCarthy l mhnh tn ti lu nht v n d nh v bao ph tc c cc thnh phn c bn camarketing.

M hnh 4P bao gm: P1: sn phm (product), P2: gi c (price), P3: chiu th(promotion), P4: phn phi (place), v trung tm l ngi tiu dng C (customer).Sn phm, gi c, phn phi, chiu th c gi l cc bin marketing v cc binny doanh nghip c th kim sot c. Phn bn ngoi ca m hnh 4P l mitrng marketing. Mi trng l cc bin m doanh nghip khng kim sot c.Mi trng marketing bao gm mi trng vi m v mi trng v m. Mi trngvi m gm cc i th cnh tranh, nh cung cp, marketing trung gian, cng ng.Mi trng v m bao gm mi trng dn s, kinh t, vn ho, x hi, lut php,chnh tr, thin nhin v cng ngh.

Nh nghin cu Lauterborn ngh m hnh 4C tng xng vi m hnh 4Pca McCarthy.

Nh sn xut 4P Khch hng 4C

M hnh 4P v 4C - Da theo McCarthy (1960) v Lauterborn (1990)

M hnh 4P v 4C u m t cc thnh phn c bn ca Marketing.

M hnh 4P nhn theo hng nh marketing phi lm g tho mn khch

hng v mc tiu ca cng ty. M hnh 4C nhn theo hng khch hng. Khch hng nhn c g t cc

n lc marketing ca doanh nghip.

4. Nguyn tc ca Marketing

Gm 6 nguyn tc chnh: nguyn tc chn lc, nguyn tc tp trung, nguyntc gi tr khch hng, nguyn tc li th khc bit hay d bit, nguyn tc phi hp,v nguyn tc qu trnh.

Nguyn tc chn lc v tp trung

y l 2 nguyn tc ch o trong marketing Khng mt cng ty no c thcnh tranh vi cc cng ty khc mi lc mi ni c. Nh marketing phi chn la


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1. Sn phm(Product)

2. Gi c(Price)

3. Phn phi(Place)

4. Chiu th(Promtion)

1. Nhu cu v c mun(Customer solution)

2. Chi ph(Customer cost)

3. Tin li(Convenience)

4. Thng tin(Communication)


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mt s th trng mc tiu ph hp v tp trung ngun lc ca mnh phc v thtrng mc tiu chn mt cch c hiu qu nht.

Nguyn tc gi tr khch hng

Nguyn tc ny biu th s thnh cng ca mt thng hiu trong th trng

mc tiu khi n c th tho mn nhu cu ca khch hng c v chc nng cng nhtm l, ngha l khch hng mc tiu cm nhn c gi tr m n cung cp cho h.

Nguyn tc li th khc bit hay d bit

Ni n marketing l ni n li th khc bit, mt thng hiu cung cpmt gi tr cho khch hng so vi thng hiu cnh tranh th iu kin cn v ln phi khc bit i vi thng hiu cnh tranh.

Nguyn tc phi hp

Nguyn tc ny ni ln cch thc thc hin marketing t c nhng

nguyn tc trn. t c mc tiu marketing cn phi c s phi hp nhpnhng gia cc b phn trong doanh nghip.

Nguyn tc qu trnh

S thay i lin tc v nhanh chng ca mi trng vi v v m, khch hngmc tiu. Nhng im li th khc bit hm nay ca mt thng hiu c th khngcn li th trong ngy mai. V vy, marketing l mt qu trnh ch khng phi lmt bin c.

Tm li, doanh nghip phi da vo nguyn tc gi tr khch hng ( t mctiu marketing th phi cung cp cho khch hng gi tr m h chn la, tho

mn khch hng). Mun vy, doanh nghip da vo nguyn tc chn la tp trung chn la th trng mc tiu ca mnh. Doanh nghip phi to c li th khc

bit so vi i th cnh tranh v khc bit phi c ngha i vi khch hng.Trn c s phi hp thc hin ca tt c thnh vin trong cng ty v doanh nghipquan tm marketing l mt qu trnh ch khng phi l mt bin c.

Mi quan h gia cc nguyn tc th hin s sau:


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Mi quan h gia cc nguyn tc trong marketing

5. Qui trnh marketing

Qui trnh ny bao gm 9 ni dung c bn:

Nguyn cu v phn tch c hi th trng

Phn khc th trng

Chn la th trng mc tiu

nh v thng hiu cho th trng mc tiu

Xy dng thng hiu cho th trng mc tiu

nh gi thng hiu cho th trng mc tiu

Qung b thng hiu cho th trng mc tiu

Phn phi thng hiu cho th trng mc tiu

Dch v hu mi


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Quatrnh

Taptrung

Chonloc

GIATR

Phoihp Dbiet


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Chng 2

H THNG THNG TIN MARKETING

V NGHIN CU TH TRNG_____________________

Thng tin marketing l mt yu t cc k quan trng m bo marketing chiu qu nh mt kt qu ca xu hng marketing ton quc v quc t, chuyn tnhu cu ca ngi mua sang mong mun ca ngi mua, v chuyn t cnh tranh

bng gi c sang cnh tranh phi gi c. Tt c cc cng ty u c mt h thngthng tin marketing, nhng nhng h thng ny khc nhau rt nhiu v mc tinhvi. Trong rt nhiu trng hp thng tin khng c hay n chm hay khng th tin

cy c. Ngy nay ngy cng c nhiu cng ty ang c gng ci tin h thngthng tin marketing ca mnh.

Mt h thng thng tin marketing c thit k tt gm bn h thng con:

(1) H thng ghi chp ni b m bo cung cp nhng s liu hin thi vmc tiu th, chi ph, d tr, lu kim, v nhng ti khon phi thu v phi chi.

(2) H thng tnh bo marketing, cung cp cho nhng nh qun tr marketingnhng thng tin hng ngy v nhng din bin trong mi trng bn ngoi.

(3) H thng nghin cu marketing m bo thu thp nhng thng tin linquan n mt vn marketing c th t ra trc cng ty.

(4) H thng h tr quyt nh marketing gm cc phng php thng k vcc m hnh quyt nh h tr nhng nh qun tr marketing thng qua cc quytnh ng n hn.

Lm th no ban lnh o cng ty c th nm c nhng mong mun lunthay i ca khch hng, nhng sng kin mi ca i th cnh tranh, cc knh

phn phi lun thay i, v.v...? Cu tr li r rng: Ban lnh o phi pht trinv qun tr thng tin.

1. Khi nim v cc b phn cu thnh ca mt h thng thng tin

marketingMi cng ty u phi t chc dng thng tin marketing dn n nhng ngiqun tr marketing ca mnh. Cc cng ty ang nghin cu nhng nhu cu thng tinca ngi qun tr v thit k cc h thng thng tin marketing ca mnh (MIS) p ng nhng nhu cu . Ta nh ngha h thng thng tin marketing nh sau:

H thng thng tin marketing (MIS) bao gm con ngi, thit b v quy trnhthu thp, phn loi, phn tch, nh gi v phn phi nhng thng tin cn thit, kpthi v chnh xc cho nhng ngi son tho cc quyt nh marketing.

Khi nim h thng thng tin marketing c minh ha trong hnh trang sau.

tin hnh phn tch lp k hoch, thc hin v kim tra, nhng nh qun trmarketing cn nhng thng tin v tnh hnh din bin ca mi trng marketing.


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Vai tr ca MIS l xc nh nhng nhu cu thng tin ca ngi qun tr, pht trinnhng thng tin cn thit v phn phi thng tin kp thi cho nhng nh qun trmarketing. Thng tin cn thit c pht trin thng qua ghi chp ni b cng ty,hot ng tnh bo marketing, nghin cu marketing v phn tch h tr quyt nhmarketing. By gi ta s m t tng h thng con ch yu trong MIS ca cng ty.

H thng thng tin marketing

2. H thng ghi chp ni b

H thng thng tin c bn nht m nhng ngi qun l marketing s dng lh thng ghi chp ni b. Ni dung gm c nhng bo co v t t hng, tnhhnh tiu th, gi c, mc d tr, nhng khon phi thu, nhng khon phi chi, v...v.Khi phn tch nhng thng tin ny, nhng nh qun tr marketing c th xc nh

c nhng c hi v vn quan trng.2.1. Chu k t hng - chuyn tin.

Tri tim ca h thng ghi chp ni b l chu k t hng - chuyn tin. Cc idin bn hng, i l v khch hng gi n t hng cho cng ty. B phn thng chun b ha n v gi bn sao cho cc b phn khc nhau. Nhng mt hngtrong kho ht s c t lm. Hng gi i c km theo chng t gi hng v vnn. Nhng giy t ny cng c sao thnh nhiu bn v gi cho cc b phnkhc nhau.

Ngy nay cc cng ty cn thc hin nhanh chng v chnh xc ba bc ny.Khch hng a thch nhng cng ty c th m bo giao hng kp thi. Cc i din

bn hng cn gi n t hng ca mnh vo mi bui ti, v c nhng trng hpphi gi ngay lp tc. B phn thc hin n hng phi x l nhanh chng cc nhng . Kho phi xut hng ngay khi c th. Cc chng t ha n cn c lpngay tc th. Hin nay nhng cng ty nng ng ang thc hin nhng chng trnhci tin cht lng tng hp nhm nng cao tc v chnh xc gii quyt cccng vic gia cc b phn, v nhiu bo co nng c cht lng ng k.

2.2. H thng bo co tnh hnh tiu th

Nhng ngi qun l marketing cn c nhng bo co cp nht v tnh hnhtiu th hin thi. Nhng cng ty hng tiu dng ng gi c th nhn c bo cotnh hnh bn l hai thng mt ln. Cc cn b iu hnh ca cc cng ty c khong


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mi ngy cn nhn c bo co v tnh hnh tiu th ca mnh. Song nhiu cnb iu hnh vn phn nn l tnh hnh tiu th khng c bo co kp thi vcng ty.

Sau y l mt v d v mt cng ty thit k c nhng h thng bo co

tnh hnh tiu th nhanh v c tnh u vit - Cng ty Mead paper. Cc i din bnhng ca Mead c th nhn c ngay lp tc nhng gii p cho nhng cu hicu khch hng v nhng loi giy hin c trong kho bng cch lin lc vi trungtm my tnh ca Mead Paper. My tnh s xc nh xem loi giy ang c khono gn nht v khi no c th gi hng i. Nu trong kho khng cn th my tnhs kim tra lng d tr cc kho ln cn cho n khi no tm c n. Nu khngc kho no cn loi giy th my tnh s xc nh loi giy c th sn xut u v khi no. Ngi i din bn hng s nhn c cu tr li trong vi giyng h v nh vy c li th hn cc i th cnh tranh.

2.3. Thit k mt h thng bo co theo yu cu ngi s dng

Khi thit k mt h thng thng tin tnh hnh tiu th tin tin, cng ty cntrnh mt s im nguy him nht nh. Th nht, n c th to ra mt h thngcung cp qu nhiu thng tin. Mi sng, khi n c quan nhng nh qun tr nhnc rt nhiu s liu thng k v tnh hnh tiu th m h s hoc l cho qua hocl phi mt qu nhiu thi gian c. Th hai, n c th to ra mt h thng cungcp nhng thng tin qu mi m! Nhng nh qun tr c th c nhng phn ng qumc cn thit i vi nhng bin ng lt vt ca tnh hnh tiu th.

H thng thng tin marketing ca cng ty phi cung cp y tt c nhng gm nhng nh qun tr ngh rng h cn, nhng g m nhng nh qun tr thc s

cn v nhng g m c th thc hin c v mt kinh t. Mt bc hu ch l chnh ra mt ban ph trch h thng thng tin marketing ni b hi kin tt ccc cn b iu hnh marketing, nh nhng ngi qun l sn phm, nhng nhqun tr tiu th, cc i din bn hng, v.v pht hin nhng nhu cu thng tinca h. Mt s cu hi c ch c nu sau y:

Bng cu hi xc nh nhng nhu cu thng tin marketing

1. Nhng kiu quyt nh no m bn phi thng xuyn thng qua?

2. Nhng kiu thng tin no bn cn thng qua nhng quyt nh ?

3. Bn thng nhn c nhng kiu thng tin no?

4. Bn yu cu nh k phi nghin cu nhng vn g?

5. Nhng kiu thng tin no m bn mun nhng hin nay vn khng nhn c.

6. Hng ngy bn mun c nhng thng tin g? (tun, thng....)

7. Nhng tp ch v thng bo thng mi no bn thich c v c gi n cho bnthng xuyn?

8. Nhng chuyn no bn mun c thng tin thng xuyn?

9. Nhng kiu chng trnh phn tch s liu no bn mun c v c sn?

10. Theo kin ca bn th trong h thng thng tin marketing hin nay bn ci tin b ch

nht c th lm c l g?


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Ban ph trch MIS mun ch c bit n nhng mong mun thit tha vnhng iu phn nn. ng thi, ban ph trch cng tnh n mt s yu cu thngtin mt cch tnh to. Ban ph trch cn phi tin hnh mt bc na l xc nhxem nhng nh qun tr cn bit nhng g c kh nng thng qua cc quytnh thuc phm vi trch nhim. V d, nhng nh qun tr nhn hiu cn bitnhng g xc nh quy m ca ngn sch qung co? H cn bit mc boha ca th trng, mc gim st doanh s bn khi khng c qung co, v ccd kin chi ph ca cc i th cnh tranh. H thng thng tin phi c thit klm sao m bo cung cp nhng s liu cn thit thng qua tng quyt nhmarketing ch cht.

3. H thng tnh bo marketing

Trong khi h thng ghi chp ni b cung cp nhng s liu v cc kt qu, thh thng tnh bo marketing li cung cp nhng s liu v tnh hnh ang din ra.Ta nh ngha h thng tnh bo marketing nh sau:

H thng tnh bo marketing l mt tp nhng th tc v ngun m nhng nhqun tr s dng nhn c nhng thng tin hng ngy v nhng din bin cnbit trong mi trng marketing. Nhng nh qun tr nghin cu mi trng theobn cch:

Xem xt khng c ch ch: Tip xc chung vi nhng thng tin m nhqun tr khng c mc ch r rng trong u.

Xem xt c ch ch: Tip xc c nh hng, khng cn phi tm kimnhiu, vi lnh vc hay kiu thng tin t nhiu c xc nh r rng.

Tm kim khng chnh thc: Mt n lc tng i hn ch v khng nhtrc c c mt thng tin xc nh hay mt thng tin phc v cho mt mcch xc nh.

Tm kim chnh thc: Mt n lc c cn nhc, thng l tip sau mt khoch, mt th tc hay mt phng php xy dng trc, c c mt thngtin nht nh.

Nhng nh qun tr marketing tin hnh cng tc tnh bo marketing ch yuqua vic t c sch, bo v cc n phm thng mi, t khch hng, nhng ngicung ng, nhng ngi phn phi v nhng ngi khc bn ngoi, cng nh ni

chuyn vi nhng nh qun tr khc v nhn vin trong cng ty. Song h thng nyvn mang tnh cht tu tin v nhng thng tin c gi tr c th b tht lc hay nqu mun. Nhng nh qun tr c th nhn thc ra mt hnh ng ca i th cnhtranh, mt nhu cu ca khch hng mi hay mt vn ca i l qu mun nnkhng th p ng tt nht c.

Nhng cng ty kinh doanh gii tin hnh thm mt s bc na nhm nngcao cht lng v s lng ca cng tc tnh bo marketing.

Th nht, h hun luyn v ng vin lc lng bn hng pht hin v bo conhng din bin mi. Cc i din bn hng l "tai mt" ca cng ty. Cng v

cng tc ca h rt thun li cho vic thu lm nhng thng tin m cc phng tinkhc b st. Song v qu bn nn thng khng cung cp c nhng thng tin


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quan trng. Cng ty phi xc nh cho lc lng bn hng cn c pht nhngmu bo co in sn d dng in thng tin vo. Cc i din bn hng cn phi

bit nhng kiu thng tin no th gi cho cn b qun tr no.

Th hai, cng ty ng vin nhng ngi phn phi, nhng ngi bn l v

nhng ngi trung gian khc cung cp nhng tin tc tnh bo quan trng. Mt scng ty c ra nhng chuyn vin thu thp thng tin tnh bo marketing. Hcho ngi ng gi ngi i mua sm theo di vic trnh din hng cc i lv chi nhnh ca mnh. H tm hiu cc i th cnh tranh thng qua vic mua ccsn phm ca cc i th, d khai trng cc ca hng v cc cuc trin lmthng mi, c cc t liu c cng b ca cc i th cnh tranh, d cc hingh c ng ca h, ni chuyn vi nhng cng nhn vin c v nhng cng nhnvin ang lm vic cho h, cc i l, nhng ngi phn phi, nhng ngi cungng v cc i l vn ti ca h, su tm cc qung co ca cc i th cnh tranh,v c cc tp ch, bo nh Din n doanh nghip, Thi bo kinh t Vit Nam,

marketing.... v cc bo co khc ca cc hip hi ngnh ngh.Th ba, cng ty mua thng tin ca nhng ngi cung cp bn ngoi, nh cc

cng ty nghin cu th trng, ca A.C. Nielsen Company v InformationResources, Inc. Nhng cng ty nghin cu ny c th thu thp nhng s liu iutra nghin cu v ca hng v ngi tiu dng vi chi ph r hn nhiu so vitrng hp tng cng ty t lm ly.

Th t, mt s cng ty thnh lp mt trung tm thng tin marketing ni b thu thp v cung cp tin tc tnh bo marketing. i ng ny nghin cu nhngn phm ch yu v nhng bn tin hu quan ri bin son mt bn tin cung cp

cho nhng nh qun tr marketing. H thu thp v lu tr nhng thng tin hu quanv gip nhng nh qun tr trong vic nh gi nhng thng tin mi. Nhng dch vny nng cao ng k cht lng thng tin cung cp cho nhng nh qun trmarketing.

4. H thng nghin cu marketing

Nhng nh qun tr thng t chc nghin cu cc vn c th phc v mctiu chin lc ca mnh. H cng c th cn iu tra nghin cu th trng, thnghim mc a thch sn phm, d bo mc tiu th theo vng hay nghin cuhiu qu qung co. Nhng nh qun tr thng khng c nghim v hay thi gian

thu thp nhng thng tin . H cn t nghin cu marketing chnh thc.Chng ta nh ngha nghin cu marketing nh sau:

Nghin cu marketing l thit k c h thng, thu thp, phn tch v thng bonhng s liu v kt qu tm c v mt tnh hung marketing c th m cng tyang gp phi.

4.1. Nhng ngun cung ng nghin cu marketing

Mt cng ty c th xc tin nghin cu marketing theo mt s cch. Nhngcng ty nh c th thu sinh vin hay gio s ca mt trng i hc ti a phngthit k v thc hin n, hay h c th thu mt cng ty nghin cu marketing

ring cho mnh. Nh qun tr nghin cu marketing thng lm vic di quyn


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ph ch tch ph trch marketing v l ngi ch o qun l nghin cu, c vnca cng ty v ngi bo cha.

V d: Procter & Gamble c ra nhng ngi nghin cu marketing chotng chi nhnh kinh doanh sn phm tin hnh nghin cu v nhng nhn hiu

hin c. C hai nhm nghin cu ring bit, mt nhm chu trch nhim nghin cuqung co chung ca cng ty, cn nhm kia th chu trch nhim th nghim ngoith trng. Trong bin ch ca mi nhm c nhng nh qun tr nghin cumarketing, nhng chuyn gia h tr (nhng ngi thit k chng trnh iu tra,nhng ngi thng k, nhng ngi nghin cu hnh vi), i din lu ng tinhnh v gim st vic phng vn. Mi nm Procter Gamble ving thm hn mttriu ngi c lin quan n khong 1.000 n nghin cu.

Cc cng ty thng cp kinh ph cho cng tc nghin cu marketing trongkhong t 1 - 2% doanh s bn ca cng ty. Khong t 50% - 80% s tin ny do

b phn nghin cu marketing trc tip chi, s cn li c s dng mua nhng

dch v ca cc cng ty nghin cu marketing bn ngoi.4.2. Phm vi nghin cu marketing

Nhng ngi nghin cu marketing pht trin vng chc cc hot ng vphng php ca mnh. Phm vi nghin cu ca marketing bao gm t sn phm,nh gi, phn phi, khuyn mi cho n cc hnh vi mua sm ca khch hng.

Nhng hot ng ny c hng li nhiu ca nhng phng php ngy cnghon ho. Nhiu phng php nghin cu, nh xy dng cc phiu cu hi v chnmu a bn, xut hin ngay t bui u v c nhng ngi nghin cumarketing ng dng nhanh v rng ri. Nhng phng php khc, nh nghin cu

ng c v cc phng php ton hc, gp nhiu tr ngi hn, v gy ra nhngcuc tranh ci ko di v si ni trong gii hot ng thc tin v ch li thc t cachng. Song chng cng c chp nhn l nhng phng php nghin cumarketing.

4.3. Qu trnh nghin cu marketing

Nghin cu marketing c hiu qu gm 05 bc c th hin trong hnh sau:

Qu trnh nghin cu marketing

Ta s minh ha nm bc ny thng qua tnh hung ca cng ty AmericanAirlines. Cng ty American Airlines khng ngng tm kim nhng cch mi

phc v hnh khch i my bay. Mt cn b qun l ny ra tng cung ng dchv in thoi cho khch hng. Cc cn b qun l khch rt hng th vi tng v u nht tr rng cn phi nghin cu tip. Nh qun tr marketing tnhnguyn tin hnh nghin cu s b. ng ta lin h vi mt cng ty vin thng ln tm hiu xem vic m bo dch v trn cc chuyn bay xuyn lc a ca B-


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747 tn mt bao nhiu tin. Cng ty vin thng cho bit rng thit b ny i hihng hng khng phi chi khong 1.000 USD cho mi chuyn bay. Hng hngkhng c th ha vn nu tnh gi 25 USD mt ln gi in v t nht c 40 hnhkhch gi in trong mi chuyn bay. Sau nh qun tr marketing yucu ngi qun tr nghin cu marketing ca cng ty tm hiu xem hnh khch imy bay s hng ng dch v ny nh th no.

4.3.1. Xc nh vn v mc tiu nghin cu

Bc u tin i hi nh qun tr marketing v ngi nghin cu marketingphi xc nh vn mt cch thn trng v thng nht vi nhau v mc tiunghin cu. Tc ng xa c cu "Xc nh r c vn l gii quyt cmt na". Ban lnh o phi dn dt trnh xc nh vn qu rng hay qu hp.

Nu nh qun tr marketing bo ngi nghin cu marketing "Hy tm hiu mi thm anh c th lm c v nhng nhu cu ca hnh khch i my bay" th nh quntr s nhn c nhiu thng tin khng cn thit. Mt khc, nu nh qun tr

marketing yu cu "Hy tm hiu xem liu c s hnh khch trn cc chuyn bayB-747 sn sng tr 25 USD mt cuc gi in m bo American Airlines havn khi cung ng dch v ny", th cch nhn nhn vn nh vy li qu hp.

Ngi nghin cu marketing c th nu vn : "Ti sao mt ln gi in phi tr25 USD? Ti sao American Airlines li cn phi m bo ha vn trong vic cungng dch v ny? V dch v mi c th thu ht thm hnh khch mi cho hng ngay c trong trng hp h khng gi in s ln yu cu th hng vnkim c tin nh vo s v bn c thm".

Khi tip tc xem xt vn , cc cn b qun l pht hin ra mt vn

mi. Nu dch v mi ny thnh cng th bao lu sau cc hng hng khng khc sbt chc mnh? Trong lch s cnh tranh marketing ca ngnh hng khng cqu nhiu v d v trng hp cc dch v mi c cc i th cnh tranh btchc rt nhanh n mc l khng c hng hng khng no ginh c li thcnh tranh ln. Vic i u quan trng n mc no v c th duy tr c v tri u trong bao lu?

Nh qun tr marketing v ngi nghin cu marketing nht tr xc nh vn nh sau: "Vic cung ng dch v in thoi trong khi bay c to c mc athch v li nhun tng thm cho American Airlines b p li chi ph camnh vi mc tha ng so vi nhng kh nng u t khc m hng c th thc

hin? Sau h thng nht vi nhau v nhng mc tiu nghin cu c th nh sau:1. Nhng l do ch yu no hnh khch phi gi in thoi trong khi bay?

2. Nhng loi hnh khch no c nhiu kh nng gi in thoi nht?

3. C bao nhiu hnh khch c th gi in vi mc gi nh khc nhau?

4. American Airlines c th c thm bao nhiu hnh khch do c dch v mi ny?

5. Dch v ny s ci thin c hnh nh ca American Airlines trong thi gianbao lu?

6. Dch v in thoi c tm quan trng nh th no so vi nhng yu t khc, nh

lch bay, cht lng ba n v cch thc gii quyt hnh l?


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4.3.2. Xy dng k hoch nghin cu

Giai on th hai ca cng tc nghin cu marketing i hi phi xy dngmt k hoch c hiu qu nht thu thp nhng thng tin cn thit. Nh qun trmarketing khng th ni vi ngi nghin cu marketing mt cch n gin l

"Hy tm mt s hnh khch v hi h xem h c s dng in thoi trong khi baykhng, nu c dch v ". Ngi nghin cu marketing c k nng thit k phngphp nghin cu. Nh qun tr marketing cn c trnh hiu bit v nghincu marketing c th nh gi k hoch nghin cu v nhng kt qu thu c.

Nh qun tr marketing cn bit yu cu kinh ph ca k hoch nghin cu trc khithng qua n. Gi s cng ty nh gi vic tung ra dch v in thoi trong khi baym khng nghin cu marketing s em li li nhun lu di l 50.000 USD.

Nh qun tr tin chc rng vic nghin cu s a n mt k hoch khuynmi hon ho hn v li nhun lu di l 90.000 USD. Trong trng hp ny, nhqun tr phi sn sng chi ti 40.000 USD cho vic nghin cu . Nu vic nghin

cu tn hn 40.000 USD th khng ng tin hnh.Vic thit k mt k hoch nghin cu i hi phi quyt nh v ngun s

liu, phng php nghin cu, cng c nghin cu, k hoch ly mu v phngphp tip xc.

Ngun s liu. K hoch nghin cu c th i hi phi thu thp nhng s liuth cp, nhng s liu s cp hay c hai loi. S liu th cp bao gm nhng thngtin c trong mt ti liu no , c thu thp cho mt mc ch khc. S lius cp bao gm nhng thng tin gc c thu thp cho mc ch nht nh.

- S liu th cp. Nhng ngi nghin cu thng bt u iu tra t vic xemxt c s liu th cp xem vn ca mnh c th gii quyt mt phn hay ton

b m khng phi tn km thu thp nhng s liu s cp khng. S liu th cpl im xut pht nghin cu v c u im l tn km v c sn. Mt khc,nhng s liu m ngi nghin cu cn li c th khng c, hay c, nhng lithi, khng chnh xc, khng hon chnh, hay khng tin cy.

- S liu s cp bao gm nhng thng tin gc c thu thp cho mc ch nhtnh. Hu ht cc n nghin cu u i hi phi thu thp s liu s cp. Phng

php bnh thng l phng vn trc tip tng ngi hay nhm ngi c c nim s b v cm ngh ca mi ngi v my bay v dch v ri sau pht trin

mt cng c nghin cu chnh thc, loi b nhng sai st ca n ri a ra p dngtrong thc t.

4.3.3. Phng php nghin cu

Nhng s liu s cp c th thu thp theo bn cch: Quan st, nhm tp trung,iu tra v thc nghim.

Nghin cu quan st:

Nhng s liu mi c th thu thp bng cch quan st cc nhn vt v khungcnh tng ng. Nhng ngi nghin cu ca American Airlines i lang thang

khp cc sn bay, vn phng hng hng khng v cng ty du lch nghe ngngkhch hng du lch ni chuyn vi nhau v cc hng hng khng khc nhau. Nhng


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ngi nghin cu c th i cc my bay ca hng American Airlines v cc i thcnh tranh quan st cht lng dch v trn chuyn bay. Nhng nghin cu thmd ny c th gi mt s gi thit b ch v khch du lch la chn cc hng hngkhng.

Nghin cu nhm tp trung:Nhm tp trung l mt cuc hp mt ca t su n mi ngi c mi n

trong mt vi gi cng vi mt ngi ch tr khn kho trao i vi nhau v snphm, dch v, t chc hay mt thc t marketing khc. Ngi ch tr cn c thi khch quan, hiu bit vn v hiu bit nhng ng thi ca nhm v hnh vica ngi tiu dng.

V d ti American Airlines ngi ch tr cuc hp c th m u bng mtcu hi chung chng hn nh "Bn cm thy nh th no v chuyn i du lch bngmy bay?" Sau cc cu hi s chuyn dn sang nhng vn mi ngi nhn

nhn nh th no v cc hng hng khng khc nhau, cc dch v khc nhau v dchv in thoi trong khi bay.

Nghin cu iu tra:

Nghin cu iu tra nm gia mt bn l nghin cu quan st v nhm tptrung v mt bn l nghin cu thc nghim. Quan st v nhm tp trung thch hpnht vi nghin cu thm d, cn nghin cu iu tra li thch hp nht vi nghincu m t, v thc nghim th thch hp nht vi nghin cu nguyn nhn. Cccng ty tin hnh iu tra nm c trnh hiu bit, nim tin, s thch, mc tha mn v...v ca cng chng v lng nh cc i lng ny trong nhn dn.V vy nhng ngi nghin cu ca American Airlines c th mun iu tra xem c

bao nhiu ngi bit v hng, a thch hng, v...v. Ta s ni nhiu hn v nghincu iu tra khi trnh by cc cng c nghin cu, k hoch ly mu v cc phng

php tip xc.

Nghin cu thc nghim

Nghin cu c gi tr khoa hc cao nht l nghin cu thc nghim. Nghincu thc nghim i hi phi tuyn chn cc nhm i tng tng xng, x lcc nhm theo nhng cch khc nhau, khng ch cc bin ngoi lai, v kim traxem nhng sai lch trong cc kt qu quan st c c ngha thng k khng.Trong trng hp cc yu t ngoi lai b loi tr hay khng ch, th khi x l theonhng cch khc nhau u c th thu c cng nhng kt qu quan st. Mc chca nghin cu thc nghim l nm c quan h nhn qu bng cch loi trnhng cch gii thch khc nhau v cc kt qu quan st c.

V d, American Airlines c th t chc dch v in thoi trong khi bay trnmt trong nhng chuyn bay thng xuyn t New York n Los Angeles vi gi25 USD mt ln gi. Ngy hm sau trn chuyn bay hng thng bo c dch vny, nhng vi gi 15 USD mt ln gi. Nu my bay chuyn ch s lng vloi hnh khch nh nhau trn mi chuyn bay, v cc ngy trong tun khng c gkhc nhau, th mi chnh lch ln v s ln gi c th xem l do gi c. Th nghim

c th pht trin tip bng cch p dng th nhng gi khc na, lp li cng mtgi trn mt s chuyn bay, b sung thm nhng tuyn khc vo th nghim.


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4.3.4. Cng c nghin cu

Nhng ngi nghin cu marketing c th la chn mt trong hai cng cnghin cu chnh thu thp nhng s liu ban u: Phiu cu hi v cc cng ch tr.

Phiu cu hiPhiu cu hi l cng c ph bin nht thu thp nhng s liu ban u.

Phiu cu hi l mt bn lit k nhng cu hi cho ngi nhn phiu tr lichng. Phiu cu hi rt linh hot v c th s dng mi cch nu ra cc cu hi.Phiu cu hi cn c son tho mt cch thn trng, th nghim v loi trnhng sai st trc khi a ra p dng i tr. Thng thng c th pht hin cngay nhng sai st trong nhng phiu cu hi c chun b mt cch thiu suyngh.

Hnh thc ca cu hi

Hnh thc ca cu hi c th nh hng n cch tr li. Nhng ngi nghincu marketing phn bit ra cu hi c tr li sn v cu hi ng. Nhng cu hic tr li sn l nhng cu hi c km theo nhng phng n tr li c th c vngi c hi ch cn la chn mt trong nhng cu hi c tr li sn.

Cu hi ng l nhng cu hi cho ngi c hi tr li bng nhng lil ca mnh. Nhng cu hi ny c nhiu hnh thc khc nhau. Ni chung cc cuhi ng thng c kh nng khm ph nhiu hn v ngi tr li khng b hnch trong cc cu tr li ca mnh. Nhng cu hi ng c bit c ch trong giaion nghin cu thm d, khi ngi nghin cu ang mun tm hiu su hn nhng

suy ngh ca cng chng ch khng phi l lng nh xem c bao nhiu ngi suyngh theo mt cch nht nh no .

Cn thn trng trong cch s dng t ng ca cu hi. Ngi nghin cu phis dng nhng ngn t n gin, trc tip, khng thin lch. Cc cu hi cn cth nghim trc vi mt mu nhng ngi tr li, trc khi em ra s dng.

Cng cn thn trng trong vic xp sp th t cc cu hi. Cu u tin cn cgng to ra c hng th. Nhng cu hi kh hay ring t nn xung cui

phiu cu hi lm sao cho nhng ngi tr li khng cm thy cn phi d dt.

4.3.5. K hoch ly mu

Ngi nghin cu marketing phi thit k k hoch ly mu v lm vicny cn thng qua ba quyt nh sau:

n v mu

Quyt nh ny tr li cu hi: Ai l i tng iu tra? Ngi nghin cumarketing phi xc nh cng chng mc tiu s c chn lm mu . Trong trnghp iu tra v hng American Airlines thi n v mu s l hnh khch i cng tc,hnh khch i ngh, hay c hai loi? C phng vn nhng hnh khch di 21 tuikhng? C phng vn c hai v chng khng?


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Mt khi xc nh c n v mu th phi xy dng khung ly mu lmsao mi ngi trong s cng chng mc tiu u c kh nng ngang nhau hay

bit c chn lm mu.

Quy m mu

Quyt nh ny tr li cu hi: Cn iu tra bao nhiu ngi? Cc mu ln chokt qu ng tin cy hn so vi mu nh. Tuy nhin khng nht thit phi ly ton

b hay mt phn ln s cng chng mc tiu lm mu th mi c c nhng ktqu tin cy. Nhng mu di 1% s cng chng thng cho kt qu kh tin cy,min l quy trnh ly mu c th tin cy c.

Quy trnh ly mu

Quyt nh ny tr li cu hi: Phi chn la nhng ngi tr li nh th no? c c mt mu c tnh i din, phi ly mu xc sut trong cng chng. Vicly mu xc sut cho php tnh ton nhng gii hn tin cy cho sai s ly mu. Ba

kiu ly mu xc sut bao gm: mu n ngu nhin, mu phn lp ngu nhin vmu theo nhm (khu vc).

Khi chi ph v thi gian cn thit ly mu xc sut qu ln, th nginghin cu marketing s ly mu khng xc sut. Mu khng xc sut bao gm:mu thun tin, mu phn on v mu theo nhm. Mt s ngi nghin cumarketing cm thy rng trong nhiu trng hp, ngay c khi sai s ly mu khngth o c, cc mu khng xc sut c th rt hu ch.

4.3.6. Phng php tip xc

Vn ny gii p cu hi: Phi tip xc vi i tng nh th no? C th

chn cch phng vn bng th, in thoi hay trc tip.Phiu cu hi gi qua bu in

L cch tt nht tip cn vi nhng c nhn khng chp nhn phng vntrc tip hay ni dung tr li ca h c th b ngi phng vn lm thin v hay sailch i. Song phiu cu hi gi qua bu in i hi nhng cu hi phi n gin,r rng, v vic nhn c phiu tr li thng t t l thp v/ hay chm.

Phng vn qua in thoi

L phng php tt nht thu thp thng tin nhanh chng v ngi phng

vn cng c kh nng gii thch r thm cc cu hi nu ngi c phng vnkhng hiu. T l tr li thng cao hn so vi trng hp gi phiu cu hi quabu in. Hai nhc im chnh l ch c th phng vn c nhng ngi cin thoi, v cuc phng vn phi ngn gn cng nh khng qu i su vo chuynring t.

Phng vn trc tip

L phng php linh hot nht trong s ba phng php. Ngi phng vn cth a ra nhiu cu hi hn v c th ghi li nhng iu quan st thm c vngi tr li, chng hn nh cch n mc v vc dng. Phng vn trc tip l

phng php t tin nht v i hi phi c k hoch qun l cng gim st khn. N cng c th b ngi phng vn lm thin lch hay mo m kt qu tr li.


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Phng vn trc tip c hai dng, phng vn c tha thun trc v phng vnchn ng. Trong trng hp phng vn c tha thun trc, nhng ngi tr lic la chn mt cch ngu nhin ri sau gi in hay n tn nh hoc cquan xin phng vn. Thng c tr mt s tin nh hay c qu tng cho ngitr li v mt thi gian. Phng vn chn ng l chn nhng ngi bt gp mt khu thng mi hay mt gc ph ng ngi xin phng vn. Phng vnchn ng c nhc im ca mu s l mu khng xc sut v cuc phng vn

phi rt ngn gn.

4.3.7. Thu thp thng tin

By gi ngi nghin cu phi thu thp s liu. Giai an ny ni chung l tnkm nht v c nhiu nguy c phm sai st nht. Trong trng hp iu tra c bnvn chnh pht sinh. Mt s ngi tr li khng nh v phi lin h li hay thayi a im. Mt s ngi tr li t chi hp tc. Mt s ngi tr li thin lchhay khng trung thc. Cui cng i khi nhng ngi i phng vn thin v hay

khng trung thc.Trong trng hp nghin cu thc nghim ngi nghin cu phi m bo cc

nhm th nghim v i chng tng ng vi nhau, khng s c mt ca mnhnh hng n nhng ngi tham gia, i x theo mt cch thng nht v khngch nhng yu t ngoi li. Nh c cc my tnh hin i v h thng vin thngcc phng php thu thp s liu c ci tin nhanh chng. Mt s cng tynghin cu thc hin phng vn t mt c s trung tm. Nhng ngi phng vnngi trong phng in thoi v chn s in thoi mt cch ngu nhin mt nino trong c nc. Khi c gi c tip nhn ngi phng vn a ra mt s cu

hi c c trn mn hnh. Ngi phng vn nhp cc cu tr li ca ngi cphng vn vo my tnh. Cch lm ny loi b c cc vic son tho v m ha,gim bt c s li, tit kim thi gian v cho tt c nhng s liu thng k cnthit.

4.3.8. Phn tch thng tin

Bc tip theo trong qu trnh nghin cu marketing l rt ra t nhng s liu nhng kt qu thch hp. Ngi nghin cu tin hnh bng ha cc s liu ridng cc phn b tn sut mt chiu v hai chiu. Ly trung bnh v tnh phntn cho nhng bin chnh. Ngi nghin cu cng p dng mt s phng php

thng k v m hnh ra quyt nh tin tin vi hy vng pht hin thm c nhngkt qu ph.

4.3.9. Trnh by cc kt qu thu c

Ngi nghin cu phi c gng khng ban lnh o chm nhp trong hngng s liu v nhng phng php thng k k l, v nh vy h s tht lcchng. Ngi nghin cu phi trnh by nhng kt qu ch yu thu c linquan n nhng quyt nh marketing quan trng m ban lnh o ang phi thngqua. Cng trnh nghin cu s c ch khi n lm gim bt thi do d ca banlnh o trc vic quyt nh mt chuyn hng ng.

Gi s nhng kt qu iu tra ch yu i vi nhng trng hp ca AmericanAirlines cho thy rng:


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1. Nhng l do ch yu s dng dch v in thoi trong khi bay l nhngtrng hp khn cp, nhng giao dch kinh doanh gp, c s nhm ln v thi gian

bay, v...v. Rt him c trng hp gi in thoi git th gi. Hu ht cc cucgi l ca nhng ngi i cng tc v c thanh ton bng tin c quan.

2. C mi 200 hnh khch th c khong 5 ngi gi in thoi trong khi bayvi gi 25 USD mt ln gi v khong 12 ngi gi khi gi mi cuc gi l 15USD. Nh vy l khi tnh gi 15 USD doanh thu s ln hn (12 x 15 USD = 180USD) so vi trng hp tnh gi 25 USD (5 x 25 USD = 125 USD). D th i nath vn cn thp hn rt nhiu so vi mc ha vn l 1.000 USD.

3. Vic khuych trng dch v in thoi trong khi bay thu ht thm choAmerican Airlines khong hai hnh khch trn mi chuyn bay. Thu nhp rng thai hnh khch tng thm ny s bng khong 620 USD, v vn cha p ng cyu cu ha vn.

4. Vic cung ng dch v in thoi trong khi bay s cng c thm hnh nhca American Airlines trong cng chng l mt hng hng khng i mi v tintin. Tuy nhin hng American phi chi khong 200 USD cho mi chuyn bay to thm c tn nhim .

Tt nghin nhng kt qu thu c ny vn c th b nh hng ca sai s khily mu v ban lnh o c th mun nghin cu thm na vn ny. Song rrng l nu dch v in thoi trong khi bay s lm tng chi ph nhiu hn l thunhp lu di, th trong thi gian trc mt cha nn thc hin dch v ny. Nh vyl mt n nghin cu marketing c cn nhc k gip nhng nh qun trhng American thng qua quyt nh ng n so vi trng hp thng qua quyt

nh theo cm tnh.4.3.10. Nhng yu cu ca cng tc nghin cu marketing

By gi ta s trnh by r su c im ca cng tc nghin cu marketing.Phng php khoa hc Nghin cu marketing c hiu qu cn s dng nhngnguyn tc ca mt phng php khoa hc: Quan st k lng, xy dng cc githit, d on, v kim nghim.

Tnh sng to trong nghin cu

Nghin cu marketing phi c gng a ra c nhng cch mi gii quyt

mt vn . Sau y l mt v d kinh in:Khi c ph ha tan mi c tung ra ln u, cc b ni tr phn nn rng

v ca n khng ging c ph thc. D vy, trong cc ln kim nghim bt mt ccb ni tr khng th phn bit c tch c ph ha tan vi tch c ph thc.iu ny cho thy rng phn ln cc trng hp phn i ch l do tc ng tm l.

Ngi nghin cu quyt nh thit k hai s mua hng gn nh ging nhau honton, ch khc l mt s ghi c ph thng, cn s kia th ghi c ph ha tan. Lois ghi c ph thng c a cho mt nhm cc b ni tr, cn s ghi c ph hatan c a cho mt nhm khc, nhng tng t. C hai nhm u c yu cuon nhn nhng c im x hi v c nhn ca ngi ph n c s mua hng m

h c thy. Nhng li nhn xt gn nh hon ton ging nhau, ch c mt imkhc bit ln l: Phn ln cc b ni tr xem s mua hng ghi c ph ha tan u


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m t i tng l mt ngi v li bing, hoang ph v km ci, khng bit thuxp vic gia nh cho tt. Hin nhin l nhng ngi ph n ny gn cho b nitr h cu kia nhng ni bn khon v nhng ngh xu ca chnh mnh v chuyndng c ph ha tan. By gi th cng ty c ph ha tan bit c thc cht cas phn i v c th trin khai mt chin dch nhm lm thay i hnh nh ca mt

b ni tr s dng c ph ha tan.

S dng nhiu phng php

Nhng ngi nghin cu marketing c trnh u vt b quan im qu tintng vo mt phng php bt k no, ri c gng lm cho phng php thchng vi vn ch khng i theo mt con ng khc. H cng tha nhn rng nnthu thp thng tin t nhiu ngun c c tin cy ln hn.

S ph thuc ln nhau ca cc m hnh v s liu

Nhng ngi nghin cu marketing c trnh u tha nhn rng ngha

ca cc s kin u c rt ra t cc m hnh ca vn . Nhng m hnh gip tm kim kiu thng tin v v vy cn c xy dng ht sc r rng.

Gi tr v chi ph ca thng tin

Nhng ngi nghin cu marketing c trnh u t ra quan tm n vicxc nh gi tr ca thng tin so vi chi ph c thng tin . T s gi tr chi phgip b phn nghin cu marketing xc nh nn thc hin n nghin cu no,nn s dng phng thc nghin cu no v c nn thu thp thm thng tin nakhng sau khi c nhng kt qu ban u. Chi ph nghin cu thng d nhlng, song gi tr th kh d on hn. Gi tr ph thuc vo tin cy v tnh c

cn c ca nhng kt qu nghin cu thu c v mc ban lnh o sn sngchp nhn v hnh ng theo cc kt qu thu c .

o c marketing

Hu ht cc cng tc nghin cu marketing u c li cho c cng ty bo trln khch hng ca n. Thng qua nghin cu marketing cc cng ty hiu nhiu hnnhng nhu cu ca ngi tiu dng v c kh nng cung ng nhng sn phm vdch v tha mn y hn. Tuy nhin, vic lm dng nghin cu marketing cngc th gy thit hi hay kh chu cho ngi tiu dng (xem marketing o c xhi).

5. H thng h tr quyt nh marketing (MDSS)Ngy cng c nhiu t chc b sung thm dch v thng tin th t, h thng

h tr quyt nh marketing, gip nhng nh qun tr marketing ca mnh thngqua nhng quyt nh ng n hn.

H thng h tr marketing l mt b cc d liu c phi hp, cc h thng,cng c v phng php cng vi phn mm v phn cng h tr m mt t chcs dng thu thp v gii thch nhng thng tin hu quan pht ra t doanh nghipv mi trng ri bin n thnh c s ra bin php marketing.


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H thng h tr quyt nh marketing

Hnh trn minh ha khi nim v MDSS. Gi s mt nh qun tr marketingcn phn tch mt vn n thng qua mt bin php. Nh qun tr t cc cu hicho m hnh tng ng trong MDSS. M hnh rt ra nhng s liu c phntch thng k. Sau nh qun tr c th s dng mt chng trnh xc nh cchtrin khai ti u bin php. Nh qun tr thi hnh bin php v bin php cngvi cc lc lng khc, tc ng ln mi trng v cho kt qu l nhng s liumi.

Ngy nay, nhng ngi qun l marketing nhiu cng ty c nhng trmcng tc marketing c trang b my tnh. i vi nhng nh qun tr marketing

nhng trm cng tc ny cng ging nh bng iu khin trong bung li i vinhng ngi li my bay N trang b cho nhng ngi qun l phng tin "li"hot ng kinh doanh theo ng hng. Thng xuyn xut hin nhng chngtrnh phn mm mi gip nhng nh qun tr marketing phn tch, lp k hochv kim tra cc hot ng. Chng gip thit k cc cng trnh nghin cumarketing, phn khc th trng, nh ngha v d ton ngn sch qung co, phntch cc phng tin, lp k hoch hot ng ca lc lng bn hng, v.v


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Chng 3

MI TRNG MARKETING_____________________

1. Khi nim v tnh cht ca mi trng marketing

1.1. Khi nim mi trng marketing ca doanh nghip

Theo Philip Kolter (2003) th: Mi trng marketing ca cng ty l tp hpnhng tc nhn v nhng lc lng hot ng bn ngoi chc nng qun tr tipth ca cng ty v tc ng n kh nng qun tr tip th ca cng ty trong victrin khai cng nh duy tr cc cuc giao dch thnh cng i vi khch hng mctiu

1.2. Tnh cht pht trin ca mi trng marketingMi trng marketing ca doanh nghip bao gm

Th nht, tnh phc tp ca mi trng c c trng bi mt lot cc yu tc nh hng n cc n lc ca mt t chc. Mi trng cng phc tp th cngkh a ra cc quyt nh hu hiu.

Th hai, tnh bin ng ca mi trng chnh l s bin ng, thay i ca ccyu t nh hng.

Nguyn tc qu trnh (principle of process) hay l nguyn tc khng chc chn

(principle of uncertainty) khi qut s nh hng mnh m ca s bin ng cacc yu t mi trng marketing.

Nh nghin cu ni ting ngi Nht Nonaka pht biu: Trong mt nnkinh t ch c mt th chc chn l s khng chc chn, th ch c mt ngun tonn li th cnh tranh, l kin thc. Khi th trng pht trin, cng ngh phttrin, i th cnh tranh nhn ln, v sn phm s b lc hu ch qua m, th cngty thnh cng l cng ty c th to ra kin thc mi v chuyn giao n rng ritrong cng ty, bin n thnh cng ngh mi, sn phm mi.

Do vy, hot ng marketing l mt qu trnh lin tc c u t v nghincu tht s trong doanh nghip ch khng phi l nhng s kin tc thi, nh l. Sthay i ca mi trng chnh l c hi cng nh s e do i vi hot ng kinhdoanh ca doanh nghip, ng thi doanh nghip c th nghin cu, d bo, ontrc c s thay i ca mi trng. T ra cc chin lc marketing phhp nht.

Mi trng marketing bao gm mi trng vi m (microenviroment) v mitrng v m (Macroenviroment). Sau y l s cc yu t mi trng marketingda trn m hnh marketing 4P ca McCarthy.


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Cc nh

cung ng

Gii cng chng

Cng ty

i th cnh tranh

Gii

trung

gian

Khch

hng


S cc yu t ca mi trng marketing

2. Mi trng vi m

Mi trng vi m bao gm yu t ni ti, bn trong ca cng ty; v cc yu tbn ngoi tc ng nh: mi trng ni ti ca cng ty, cc nh cung ng, cc nhmarketing trung gian, khch hng, cc i th cnh tranh, cng chng

Cc yu t c bn tc ng mi trng vi m ca cng ty


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2.1. Mi trng ni ti ca cng ty

Bao gm tt c cc hot ng phi kt hp gia b phn marketing vi cc bphn khc trong doanh nghip nghin cu, trin khai, thc hin cc chin lcmarketing. Th d: khi thit lp chin lc marketing phi nm trong ni dung, k

hoch hnh ng ca cng ty, cc nh lnh o cp cao quan tm ng h, sau ccphng ban phi hp thc hin: k ton, nghin cu v pht trin R&D, sn xut,

2.2. Cc nh cung ng

Nh cung ng l cc doanh nghip, cc t chc, cc c nhn chuyn bn, cungcp cc yu t u vo cho hot ng sn xut kinh doanh ca cng ty v cc ith cnh tranh, nh: nguyn vt liu, my mc thit b, lao ng, ti chnh, Vvy, nh cung ng kh quan trng i vi cng ty. N lin quan trc tip vng quaysn phm, chu k sn phm, gi thnh sn phm, tin sn xut trong doanhnghip, hp ng giao hng, gim thiu s c, nhng ri ro do nh cung cp

mang li th doanh nghip nn la chn t hai nh cung cp tr ln, v m bo suy tn nht nh.

Th d: Nh cung cp ca cng ty sn xut sa l cc nng dn nui b sa,cc cng ty bao b, in n, cc cng ty sn xut hng liu,

2.3. Gii trung gian marketing

Cc nh trung gian marketing (marketing intermediaries) l cc n v t chc,c nhn h tr cng ty trong vic mi gii, bn, giao hng ca cng ty ti ngi tiudng.

H c th l cc i l thc hin hai chc nng chnh: mi gii hoc bun bn.

Mi gii l ngi tm kim khch hng v hng hoa hng trn mi hp ng muabn, cn cng ty l ngi trc tip giao hng n ngi tiu dng. Th d: ngi dtmi chuyn nhng t ai. Bun bn trc tip ly hng v v bn li. Th d: Cngty May Vit Tin c rt nhiu i l bn sn phm ca cng ty.

H cn l cc c s kho bi (warehouse) gip nh sn xut lu tr, bo qunhng ho trc khi chng c a i ni khc; v cc c s vn chuyn(transportation firms) nh ng st, ng b, ng thu, hng khng v nhng

phng tin chuyn ch khc

H cn l cc n v thc hin dch v tip th nh: cng ty nghin cu th

trng, qung co, t vnNgoi ra h cn l cc trung gian ti chnh nh: ngn hng, c s tn dng,

cng ty bo him, cng ty ti chnh

Cc nh marketing trung gian xut hin gip cng ty chuyn mn ho snxut, nng cao cht lng sn phm, v y mnh v nhanh qu trnh a sn phmn tay khch hng. Chnh h to ra mng li knh phn phi thng t hnh nh,thng hiu cng ty n vi khch hng. Do vy, cn la chn, xy dng mi quanh vng chc v kim sot k lng i ng ny m bo cho sn phm i nghng, ng th trng & khch hng mc tiu ca cng ty. y l mt cng c

hu ch nhn dng c im d bit vi i th cnh tranh.


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Th d: Trn th trng Vit Nam, hng m phm Shisedo ni ting vi ccca hng, i l trn khp cc con ph th hng m phm Oriflame li chn chomnh hng i tng khch hng tip cn tng khch hng.

2.4. Khch hng

Khch hng l nhng ngi thc hin cng on cui cng ca qu trnh tisn xut ca cng ty.

H l ngi quyt nh s thnh bi ca mt sn phm, mt thng hiu. Dovy, cn phi thu hiu nhu cu v c mun ca h cung cp nhng sn phmkhng ch tho mn nhu cu a dng ca khch hng m cn tc ng nhu cu timnng ca h.

Cn phi n s khc bit v hnh vi mua hng, qu trnh ra quyt nhmua hng ca h trn cc loi th trng khc nhau nh: th trng hng tiu dng(B2C - business to customer) v th trng hng cng nghip (B2B- Business to

business).Th d: s ra i ca sn phm Sony Walkman bt ngun t nhng chic

cassete cng knh cho nhng chuyn i picnic, cc phng tin cng cng. iu kch thch s u t nghin cu ca cng ty v cho ra i dng sn phm ny.

2.5. Cc i th cnh tranh

Da vo khch hng quyt nh mua sn phm nh th no cng ty nhndng y cc i th cnh tranh. C 4 loi c bn:

Cnh tranh thng hiu (Brand competition), cnh tranh sn phm (Product

competition), cnh tranh nhu cu (Need competition), v cnh tranh ngn sch(Budget competition).

V d v cc mc cnh tranh ca sn phm bia(ch c tnh cht minh ha, khng phi do nghin cu)

Bng phng php ny, nh marketing c th xc nh c tt c cc i th

cnh tranh v h phi theo di tt c cc i th ny, ch nhiu vo i th cnhtranh trc tip v thng hiu.


29

Ti mun tho mnnhng c mung?

Ti mun ung g ht kht?

Ti mun loi biag?

Ti a thchthng hiu no?

i th cnhtranh v c

mun, ngn sch

Cnh tranh vnhu cu

Cnh tranh vsn phm

Cnh tranh v

thng hiu- Mua o thun- Mua nc ung- n cm- Mua truyn

- bia Si gn- bia hi- bia Bn Thnh

- bia heniken- bia Tiger- bia 333

- Mua nc ngt- Mua nc sui- Mua bia- Mua ru


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2.6. Gii cng chng

Theo Philip Kotler (2003): Gii cng chng (publics) trc tip l mt nhmbt k t ra quan tm thc s hay c th s quan tm n nhng t chc c nhhng n nhng kh nng t ti nhng mc tiu ra ca n.

Gii cng chng trc tip c th l ng h cng ty hoc c th l chng linhng vic lm ca cng ty i vi th trng. Cng chng tch cc l nhm quantm n cng ty vi thi hp tc theo chiu hng pht trin ca cng ty.

Nhm cng chng tm kim l nhm cng ty ang tm kim s quan tm cah nhng kh kh khn tm c (nh phng tin thng tin i chng). Cngchng khng mong mun l nhm m cng ty c gng thu ht s ch ca h,nhng buc phi n h nu h xut hin (nh ngi tiu dng khng ng hsn phm ca cng ty)

Mi mt cng ty u nh hng vi cc gii cng chng sau y:

Gii ti chnh nh: ngn hng, ch u t, cng ty mi gii chng khon,cc c ng...Doanh nghip cn phi n lc tm kim s tn nhim ca gii tichnh bng cch: minh bch ti chnh cng ty, gii trnh tt c cc thc mc

Cng chng trc tip thuc cc phng tin thng tin: cc t chc phtthanh truyn hnh, cc din n kin, cc c quan bo ch, H cng ng h chocng ty th cng tt.

Cng chng trc tip thuc cc c quan nh nc: cc s, ban, ngnh

Cc nhm cng dn hnh ng: cc quyt nh marketing ca mt cng ty

c th b nhng t chc, ngi tiu dng, cc nhm ni sinh, cc nhm dn tc tngi, cc nhm phn ng t thnh vn ln

Cng chng trc tip a phng: cng ty nn giao tip vi dn c aphng gi mi quan h, trnh tiu cc, tranh chp

Qun chng ng o: cng ty nn quan tm ti thi ca cng chng ivi cc hot ng ca mnh, v thi ca h tc ng ti khch hng ca cng ty.

Cng chng trc tip ni b nh: cc thnh vin lm vic trong cng ty.

3. Mi trng v m

Tt c cc doanh nghip u b nh hng bi mi trng marketing v m.Cc yu t ny lun iu chnh, thay i v c th l nhng c hi cho doanhnghip ny nhng li l mi e do cho doanh nghip khc.

Cc yu t ny ngoi tm kim sot ca cng ty, nhng cng ty c th theodi, nghin cu d on v c hnh ng kp thi. Mi trng marketing v m

bao gm:

3.1 Mi trng dn s

y l yu t quan tm ca nh marketing v chnh lc lng ny to rakhch hng cho cng ty. H c th tip cn dn s ca mt quc gia theo mt s

phng php ca c quan thng k mi quc gia.


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Cu trc dn s theo tui: gip nh marketing quan st hnh vi mua sm mi la tui khc nhau. Vit Nam l quc gia c dn s tr, s ngi gi(>60tui) chim khong 10%, s ngi cn ang i hc trn 50%

Cu trc dn s theo gii tnh: theo thng k ca Vit Nam th c cu gii

tnh nc ta kh ng u, n khong 51%, nam khong 49%. Ph n Vit Namphn ln u i lm vic v cng l ngi lo qun l vic chi tiu, ni tr trong gianh. Khi i mua sm h thch tr gi, th dngy l cc yu t mi trng mnh marketing nn quan tm ch .

Th d: hin nay cc ca hng thi trang Vit Nam u c phng th , gicc sn phm dnh cho ph n thng nh mc gi l, hoc sa cha min phtheo nhu cu khch, c qu tng khi mua sm

Cu trc dn s theo vng a l v dn tc: nh ngi thnh th-nng thn,vng ni- ng bng, min Bc Trung Nam, ngi Kinh v ng bo Ty

Nguyn, ni a -quc t Th d: pha Nam thin nhin u i, n ho, ma v thu hoch quanh nm

nn con ngi Nam B tnh tnh thoi mi, tht th. khu vc Bc v Trung B thkh hu khc nghit, vic lm nng rt kh khn nn ngi dn vng ny a s rttit kim trong chi tiu.

Tnh trng gia nh: qui m gia nh, thu nhp, ngh nghip, trnh hcvn, tnh trng hn nhn, li sng gia nh, l nhng bin s c trng cho gianh

Th d: M c t l ly hn chim 50% cuc hn nhn, khi ly hn li c nhu

cu sm sa li dng c gia nh, nhng nhu cu mua sm khc lc kt hn. Tnh hnh di chuyn dn c: Vit Nam, xu hng ny l di chuyn t

nng thn ra thnh th t gy rt nhiu mt cn i trong chnh sch ca Nhnc.

3.2 Mi trng kinh t

Th trng cn c cu v cung, bn mua bn bn. c tin phc v chovic chi tiu ca mnh, h gia nh phi i lm c thu nhp.

Nh marketing thng quan tm n cc bin s kinh t nh hng n h gia

nh nh: thu nhp bnh qun/ngi, GDP/ngi, c cu chi tiu, phn tit kim,phn u t, cc khon n, c cu thu nhp

Trong mt nn kinh t chng ta c tng cung - tng cu, m t y chng ta cth tnh ton v nh ga s pht trin, xu hng ca nn kinh t ny nh: tc tng trng GDP, t l lm pht, t l tht nghip, thu nhp thc t, s phn b thunhp,

Phn tch cc yu t kinh t gip khch hng nhn dng khch hng mc tiuca mnh.

Khi thu nhp ca ngi dn tng ln th cu v cc


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mt hng thng thng, hng xa x phm tng ln, cn cu v cc mt hngcp thp li gim xung.

3.3 Mi trng t nhin

Cc nh marketing phi tnh ton n nhng thch thc, e do lin quan n

mi trng t nhin: tnh trng khan him, cn kit, nhim, kh thi,, v s canthip ca Chnh ph nhm bo v, khi phc v gi gn ngun ti nguyn.

V vy doanh nghip s gp phi s kim sot mnh m ca chnh quyn vcc c quan khc gy p lc. Doanh nghip khng nn phn khng m cn gip ,hp tc, trin khai nhng gii php c th chp nhn c trong cc vn vnguyn liu v nng lng ang t ra cho t nc

3.4 Mi trng cng ngh

S pht trin khoa hc k thut trong th k qua to ra nhng ng dngthn k trong cuc sng. Mi k thut mi u l lc lng ph hoi c tnh chtsng to creative destruction. Ti vi ra i l s ph hoi i vi nh sn xutradio v nhng ngi kinh doanh chiu bng. My chp hnh k thut s ra i ls ph hoi i vi nh sn xut my chp hnh bng phim. K thut to ra nhngvin thuc trnh thai, gp phn lm cho quy m gia nh thu hp li (t con), toiu kin cho ph n c iu kin i lm c thm thu nhp s mua sm, gii trnhiu hn.

Hin nay cc nh khoa hc ang nghin cu cc k thut mi vi tc rtnhanh, iu ny s to cch mng cho dng sn phm trong ngnh cng nghip.

Nhng nghin cu ny vn ang tip tc din ra tt c cc lnh vc: cng ngh

sinh hc, in t th rn, ch to robot, v cc sn phm v dch v y th v nh:nng lng mt tri thc t, iu tr ung th, kh mui ra khi nc bin, phithuyn con thoi thng mi, iu tr phi v gan, ngi my gia dng lm cng vicnu n v qut dn, thc phm khng cht bo, vin thuc hnh phc, xe hi chy

bng in,

Tin b k thut ng gp gi tr rt ln trong sn phm mi nhm hng lith cnh tranh trn th trng nn cc nc u u t cho vic nghin cu v phttrin. Cc cng ty cng u b kinh ph u t cho vic nghin cu v pht trin.

Nm 2006 d bo kinh t ton cu tng ln, theo c quan thng k Chu u

cho rng mt trong nhng nguyn nhn quan trng dn ti tnh trng phc hi kinht ca EU yu hn so vi M v Nht Bn l do u t cho nguyn cu v phttrin R&D ca EU thp hn nhiu so vi cc nn kinh t mnh khc trn th gii.Mc u t bnh cun hng nm cho R&D ca EU ch t 1,3%GDP, trong khi M l 2,59% v Nht Bn l 3,15% GDP.

Cc nh tip th cn hiu bit s bin i ca mi trng ny. H cn phi hpb phn R&D khuyn khch nghin cu c tnh cht nh hng theo th trng.H ngn cn nhng kha cnh tiu cc ca bt k cng trnh nghin cu no gynguy hi n ngi s dng v chng i chnh quyn.

3.5 Mi trng chnh tr, php lut


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Nn kinh t hot ng theo c ch th trng cn phi c s iu tit v m caNh nc nhm hn ch cc khuyt tt do th trng t do gy ra, c th l:

- m bo s cnh tranh bnh ng lnh mnh gia cc doanh nghip

- Bo v quyn li ca ngi tiu dng, chng hng gi, hng nhp lu, cc

giao dch khng cng bng,..- Bo v li ch ca ton x hi

Vic iu tit ca Nh nc i vi nn kinh t c th ch ha thnh hthng vn bn lut, n to khung php l cho hot ng ca doanh nghip. S phttrin a dng ca cc loi hnh doanh nghip cng ty hin nay to c ch buc ccdoanh nghip tun th php lut kinh doanh nghim ngt. Do vy, nh marketingcn tm hiu k lng cc lut l hi ho li ch doanh nghip, ngi tiu dngv ton th x hi.

S n nh chnh tr, quan h chnh tr gia cc nc, ch chnh sch cacc nc v cc khu vc trn th gii cng l nhng yu t thuc v mi trngchnh tr c kh nng nh hng hot ng marketing ca doanh nghip.

Th d: mt quc gia no mun gia nhp WTO, bt buc tri qua cc trnht nh sn, nh cc phin m phn v cc vn : s hu tr tu, bn quyn, tdo ho ngnh no trc, ngnh no sau Quc gia phi iu chnh h thnglut ca mnh ph hp vi lut php quc t,

3.6. Mi trng vn ho, x hi

Mt quc gia, t nc tn ti v pht trin u gn lin vi nhng hot ng

sn xut vt cht ca con ngi trn vng, lnh th . Do c im v a l, honcnh sng, s hnh thnh li sng, quan im sng, gi tr v cc tiu chun, vnhng nt vn ho c trng cho tng vng, tng quc gia.

c im vn ho ca tng vng, tng nc, tng khu vc nh hng trc tipti hnh vi mua hng ca h.

c im vn ho chi phi nh hng n vic quyt nh marketing biu hin mt s mt sau:

Th nht, mt x hi nht nh bao gi cng hnh thnh gi tr vn ho ctli. Dn chng trong mt x hi u lu gi mt s gi tr v nim tin, nhng gi tr

ct li bt di bt dch khng thay i theo thi gian, khng gian, hon cnhvc truyn ni t i ny sang i khc.

Th d: Ngi Vit Nam vn c tn vinh bi nt p truyn thng ca chico di, mc d b nh hng rt nhiu ca M, Php, Trung Quc

Ngy nay, xu hng hi nhp ca tt c cc nn vn minh nhn loi, c trnghp ng nht ho gia cc dn tc, quc gia. Th nhng phong tc tp qun vnhnh thnh c trng ring ca dn tc.

Th d: Ngi Vit th c tt m lch, ng bo dn tc Khme c ngy ttring, ngi Ty c tt Ty


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Th hai, s hnh thnh nhng nt vn ho ring ca tng a phng, dn tc,tn gio kh bn vng nh: l hi cng ching, l hi m tru

Th ba, nn vn ho u c s k tha, an xen, v pht trin. Th d, ngiNht rt thch mc o di Vit Nam.

4.2. Phn khc v la chn th trng mc tiuSau khi phn tch c hi mar, nh marketing phi tin hnh phn khc th

trng v chn th trng mc tiu ph hp vi ngun lc ca cng ty v iu kincnh tranh trn th trng. Giai on ny l giai on vn dng nguyn tc chn lcv tp trung.

4.3. nh v v xy dng thng hiu

Khi hon tt phn khc th trng v chn la th trng mc tiu, nhmarketing cn xc nh v tr thng hiu ca chnh mnh. Khi thng hiu c sntrn th trng th cng vic nh v bao gm vic nh ga v tr hin ti ca n vc th nh v li thng hiu khi cn thit.

nh v thng hiu l cng vic quan trng trong chin lc mar, tip theo lxy dng thng hiu cho ph hp vi v tr ca n trong th trng mc tiu. Xydng v nh v phi da trn nguyn tc d bit.

4.4. nh gi, qung b, phn phi v dch v hu mi

Khi xy dng c thng hiu th nh marketing tin hnh nh gi, qungb, chuyn giao ti khch hng v cung cp cc dch v hu mi, xy dng miquan h vi khch hng.

Gi c ng rt nhiu vai tr khc nhau trong marketing. V ti chnh, y lngun to doanh thu v li nhun. V khch hng gi to nn gi tr v chi tiu cah. Qung b thng hiu thc hin chc nng thng tin cho khch hng v gi trthng hiu cung cp cho h vi rt nhiu cng c: qung co, khuyn mi, chohng, marketing trc tip Phn phi lm chc nng chuyn giao thng hiu tnh sn xut sang khch hng mc tiu (h thng phn phi s to s tin li trongtiu dng ca h, l ni thit lp mi quan h khch hng v thng hiu thng quacc dch v khch hng).

Xuyn sut ton b quy trnh marketing l cng vic nghin cu th trng.

Vi chc nng cung cp thng tin lun cp nht, phn nh th trng.


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Chng 4

TH TRNG V HNH VI TIU DNG_____________________

1. Th trng

1.1. Cc quan im v th trng

Khi nim th trng c nhiu ngha khc nhau tu theo cch tip cn.

Theo cc nh kinh t: Th trng l mt s sp xp qua ngi mua vngi bn mt lot sn phm tng tc nhau quyt nh gi c, sn lng.

Theo quan im ca cc nh marketing, th trng bao gm cc c nhn

hay t chc, thch th v mong mun mua mt sn phm c th no nhnc nhng li ch tho mn mt nhu cu, c mun c th v c kh nng (tichnh, thi gian ) tham gia trao i ny.

S khc nhau v khi nim th trng gia nh kinh t v nh marketing l docch tip cn phn tch th trng. Nh kinh t ng v tr bn ngoi th trng,v th h nhn th trng bao gm ngi bn v ngi mua. i vi nh marketing,h ng v tr ngi bn (h l mt trong nhng ngi bn) nhn th trngnn th trng l tp hp cc ngi mua. V vy, thut ng th trng v khchhng c cng ngha trong marketing v c dng thay th cho nhau.

Cng cn ch l khi nim khch hng cng c hai ngha, ngha chung vring. Ngha chung, n ch cho th trng (khch hng trong c th trng hng tiudng v hng cng nghip) v ngha ring, khch hng ch ni n khch hng cngnghip v knh phn phi (cc nh bn bun, bn l). Trong th trng hng tiudng, khi nim ngi tiu dng hay ngi tiu th cui cng c dng ch chokhch hng.

1.2. Phn loi th trng

C nhiu cch phn loi th trng. Cc phn loi tng qut nht trongmarketing l da vo hnh vi v mc ch tiu dng sn phm ca ngi tiu dng.Chng ta c hai loi th trng, l th trng sn phm tiu dng v th trngsn phm cng nghip hay cn gi l th trng cc t chc.

- Th trng sn phm tiu dng: l th trng, trong , khch hng l c nhnv h gia nh mua sn phm phc v tiu dng cho c nhn,h gia nh.

- Th trng sn phm cng nghip l th trng, trong , ngi tiu dng lcc t chc. Cc t chc ny tiu dng mt cch trc tip hay gin tip cho vic vnhnh t chc ca mnh. Cc t chc ny c th l cc n v kinh doanh, cc tchc phi li nhun, cc c quan nh nc cc cp.

Theo c tnh tip xc ca ngi bn v ngi mua thng qua thc hin cc

giao dch, ngy nay c phn th trng ra thnh hai dng chnh, l th trng


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Trong m hnh ba thnh phn ca thi , thi bao gm ba thnh phn c bn,thnh phn nhn bit, thnh phn cm xc, thnh phn xu hng hnh vi.

- Thnh phn nhn bit ni ln s nhn bit, kin thc ca ngi tiu dng vmt sn phm, mt thng hiu. Nhn bit th hin dng nim tin. Hay ni cch

khc ngi tiu dng tin tng rng thng hiu sn phm c nhng c trngno .

- Thnh phn cm xc th hin dng nh gi. Ngi tiu dng nh gi snphm, thng hiu dng tt xu thn thin c cm.

- Thnh phn xu hng hnh vi ni ln xu hng ngi tiu dng s thc hinhnh ng. Th d ngi tiu dng c xu hng mua mt thng hiu no .

1.5. L thuyt Fishbein v thi

Fishbein a ra l thuyt a thuc tnh ca thi v c s dng ph bin nghin cu hnh vi tiu dng.

- Thi i vi thng hiu X th hin nh sau

M hnh thi hnh vi i vi mt thng hiuNgun: Fishbein & Ajzen (1975)

- Thi i vi hnh vi (mua mt thng hiu): Ajzen v Fishbein a ra lthuyt hnh vi hp l, gi tt l TRA.

Theo l thuyt ny nim tin ca ngi tiu dng v kt qu ca mt hnh vi lyu t gii thch cho thi ca ca mt ngi v hnh vi . Thi ny cng vichun ch quan s gii thch cho xu hng hnh vi ca ngi ny.

Chun ch quan l cm nhn ca ng tiu dng v thi ca cc ngiquan trng i vi ngi ny trong gia nh, b bn v vic ngi y nn hay khngnn thc hin hnh vi. Xu hng hnh vi l yu t duy nht gii thch hnh vi.

L thuyt v thi l c s gii thch hnh vi ca ngi tiu dng i vicc hot ng marketing ca doanh nghip.


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Nim tinv thng

hiu X

Thi ivi thng

hiu X

Xu hng tiudng thng

hiu XTiu dng

X


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M hnh TRA - Ngun: Fishbein & Ajzen (1975)

2. Th trng sn phm tiu dng

Th trng tiu dng l th trng trong khch hng l c nhn h gia nh.

Cc sn phm dch v trong th trng ny phc v cho vic tiu dng ca h. Theodi nm bt v tho mn nhu cu thi v hnh vi tiu dng l cha kho di nthnh cng ca ngi lm cng tc marketing.

hiu r hn v th trng sn phm hng tiu dng ta i phn tch m hnhhnh vi tiu dng

- Theo trng phi kinh t cho rng ngi tiu dng ra quyt nh da vo ltr ca h ti a ho gi tr s dng. Do vy, ngi tiu dng phi tri qua qutrnh nhn thc bao gm: xc nh cc thuc tnh quan trng ca sn phm, thu thpthng tin v nh gi cc thuc tnh ca cc thng hiu cnh tranh chn la

thng hiu ti u.- Theo trng phi cm xc cho rng, hnh vi ngi tiu dng c bn l theo

cm xc. Ngi tiu dng ra quyt nh da trn cc tiu chun ch quan ca cnhn nh th hiu, nim tin, ham mun, thch th

Nhu cu ca ngi tiu dng c th hin c cc thuc tnh ca gi tr sdng v cm xc. Trn c s ny, m hnh hnh vi tiu dng s th hin c 2 quanim trn. M hnh hnh vi ny bao gm ba thnh phn chnh: u vo, qu trnh,v u ra.

2.1 Kch t u vo:

Bao gm cc kch t t bn ngoi. Cc kch t ny cung cp nhng thng tincn thit v thng hiu v tc ng n thi ca ngi tiu dng, bao gm 2nhm kch t u vo, l marketing v phi marketing.

- Kch t marketing l cc hot ng ca doanh nghip, nhm truyn ti nhngli ch v thng hiu ca mnh vi khch hng. N tc ng trc tip ti hnh vimua v s dng thng hiu ca doanh nghip.

- Kch t phi marketing cng l cc kch t ca qu trnh ra quyt nh tiudng nh: t vn, gp , t gia nh, bn b, lng ging.. Trong cc yu t nyvn ha c nh hng rt su rng n hnh vi ngi tiu dng, giai cp x hicng l mt trong nhng yu t thuc v vn ho. Cc c nhn c th thay i giaicp ca mnh trong x hi do nh marketing rt ch trng n i tng tiu


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Nim tin vkt qu cahnh vi B

Thi ivi hnh vi B

Chun chquan v hnh

vi B

Hnh vi B

Xu hng

hnh vi B


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dng ny. Th d: Qun o hng hiu, nh hng sang trng dnh cho gii thnglu Hnh vi tiu dng cng b nh hng bi cc yu t gia nh, on th, a v.Th d: ngi v thng gi vai tr mua sm ch yu i vi mt hng thc phm,trong khi ngi chng th thng quyt nh sn phm: bn gh, vt liu xy dng,Nh marketing phi xc nh r vai tr ca ngi mua sm ch yu trong gianh c chng trnh marketing c th.

2.2. Qu trnh

Lin quan n vic ngi tiu dng ra quyt nh nh th no. Qu trnh nyngi tiu dng phi chu tc ng bi cc yu t tm l. Qu trnh ra quyt nh thng qua 3 bc: nhn dng nhu cu, tm kim thng tin, nh gi thay th.

- Nhn dng nhu cu: Qu trnh ra quyt nh ca ngi tiu dng bt u vivic nhn dng nhu cu (c th c to ra t nhu cu ni ti ca bn thn) nh: khii chng ta c nhu cu i n, khi i d tic c nhu cu mua sm o vy V nh

marketing phi nhn dng c yu t no kch thch s nhn dng nhu cu cangi tiu dng.

- Tm kim thng tin: Khi nhu cu c nhn dng, c nhn ngi tiu dngc th cn hoc khng cn mt s thng tin v sn phm bng nhiu cch: t nhmngi gia nh, bn b, ...- c nh hng rt ln n ngi tiu dng; t hot ngmarketing qung co, lc lng bn hng, ..-; t cng chng bi bo, cngng, phng s, xp hng, bnh chn..; t kinh nghim dng th

- nh gi thay th: Ngi tiu dng da vo tp thng tin, tp thng hiu vtp cc tiu chun nh gi quyt nh s dng thng hiu no. Tuy nhinthng thng th ngi tiu dng ch yu da vo nhn thc v tnh hp l.

Th d: kem nh rng: h da vo thuc tnh trng rng, thm ming, gic; i vi du gi th h da vo: sch gu, mt, khng rng tc; khch snth sch s, tin nghi, thun tin, phong cch phc v,

Ngoi ra h cn quyt nh mua hng da trn c tnh thng hiu (s cnnhc khc nhau gia cc tp thng hiu). Th d: Khi ngi tiu dng mun muamt my tnh th quy trnh nh gi thay th c din ra nh sau:


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Tt cthng hiu

Nhn bit C th mua Quyt nhChp nhn

IBMAccerFPTT&HSonyDell.

IBMAccerFPTT&H

IBMAccerFPT

AccerFPT

?


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2.3. Kch t u ra

L kt qu ca qu trnh ra quyt nh. N lin quan n vic mua hng vhnh vi sau khi mua ca khch hng.

- Quyt nh mua: b nh hng bi cc yu t (thi ca ngi khc, yu t

khc mong i) nh: i mua sm cng b: b thch b mu cam trong khi mthch mu hng th quyt nh ca m s l mua b mu cam; hoc nu gi nh gianh c nh mua t lnh nhng t nhin ti vi b h, vy l gia nh phi dngtin mua tivi mi

- Hnh vi sau khi mua: nh gi s hi lng ca khch hng sau khi mua v sdng thng hiu s nh hng n vic c tiu dng tip hay khng. Nu h thomn th s trung thnh vi thng hiu, mua nhiu hn, t ch n gi c, ni iutt v cng ty S hi lng ca khch hng nh hng n s phn thnh ca cngty, s tn ti ca cng ty. Do vy, nu thng hiu khng lm khch hng ng

nh: li qung co qa cng iu th khch hng cng bc dc thm. T , khchhng v thng hiu ngy cng xa ch v h s li ko mt s khch hng khngmua thng hiu ny na.

i vi mt sn phm mi, qui trnh ra quyt nh mua thng bao gm: nhnbit, quan tm ca khch hng, nh gi ca khch hng (nn hay khng nn dngth), dng th, chp nhn (tiu dng lu di..). Th d: du gi u mi, khn giyloi mi, in thoi di ng loi mi

3. Th trng sn phm cng nghip

L th trng m cc sn phm, dch v phc v cho vic tiu dng ca mt t

chc (doanh nghip, cng ty, c quan,). Cc t chc ny s dng sn phm trctip hay gin tip cho vic vn hnh ca t chc.

3.1 c im ca th trng cng nghip

So vi th trng sn phm tiu dng, th trng sn phm cng nghip cnhng c im sau:

- V a l: mt tp trung theo vng a l ca th trng cc doanh nghip

- V tp trung: s lng ngi mua t nhng s lng sn phm trong mt lnmua ln

- V cu: Da vo cu pht sinh t cu u ra- V mua bn: Mi quan h gia ngi mua ngi bn rt cht ch thng qua

s m bo yu t php l: hp ng,


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Mt cch phc ha v m hnh hnh vi tiu dng

3.2 Quyt nh mua hng ca t chc

C 3 hnh thc ph bin mua hng:- Mua hng lp li: l dng mua hng trong khch hng mua hng ca

cng ty v chp nhn v tho mn vi cc iu kin mua bn. V vy, khchhng ch cn lp li v tip tc mua hng.

- Mua hng lp li nhng c iu chnh: xy ra khi khch hng mua hng,nhng nhng ln lp li sau c s iu chnh mt s chi tit

- Mua hng mi: xy ra khi khch hng ln u tin quyt nh mua hng

ln u tin mua hng th quy trnh quyt nh ca khch hng trong thtrng sn phm din ra nh sau:

(1) Nhn dng nhu cu


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u vo

Kinh nghim

u ra

nh gi sau khi mua

Mua hngth, lp li

Nhn dng nhu cu

Tm kim thng tin

nh gi thay th

Hnh vi huquyt nh

Kch t bn ngoi

Tm l, ng c, kinthc, nhn thc, nhn

cch, thi

Kch t phi MarketingKinh t

Chnh trVn ho

X h i

Qu trnh

Kch t MarketingSn phm

Gi cChiu th

Phn hi


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(2) M t tng qut nhu cu

(3) Xc nh c im v s lng sn phm

(4) Tm cc nh cung ng tim nng

(5) Nhn v phn tch cc ngh ca nh cung cp(6) nh gi cc ngh v la chn nh cung cp

(7) Xc nh phng thc t v giao hng

(8) nh gi vic thc hin ca cc nh cung cp

Hnh vi mua hng ca t chc chu s tc ng ln t mi trng: vin cnhkinh t, iu kin cung ng, vn, chnh tr, php lutngoi ra cn c yu t cnhn: gii tnh, tui tc, trnh , thi chp nhn ri ro (thng th cc doanhnghip chn trn 1 nh cung cp gim thiu ri ro t pha nh cung cp)

Kt lun: mun thnh cng trn th trng th chng ta phi hiu bit vchng. Tm hiu hnh vi, thi ng c mua hng ca khch hng trong tng loith trng c th m cng ty hng s nhm n phc v l khu u tin v quantrng ca mt qu trnh marketing


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PHN KHC TH TRNGXc nhh c c, tiu ch phn khc th trngThc hin phn khc th trng

CHN LA TH TRNG MC TIUnh gi mc hp dn, hiu qu tng khc th trngLa chn cc khc th trng mc tiu

NH V TRONG TH TRNGnh v hng ho cho mi th trng mc tiua ra chin lc marketing ph hp


Chng 5

TH TRNG MC TIU_____________________

1. Cc bc c bn la chn v thm nhp th trng mc tiu

1.1. Ti sao phi la chn v thm nhp th trng mc tiu

Trong chin lc th trng ca doanh nghip, khch hng l nhng ngi cnhu cu khc nhau, th hiu ca h cng khc nhau, v h lun tm s thay i v adng trong tiu dng sn phm V th, chnh khch hng to nn s phn cc rrng mi khc th trng.S pht trin ca th trng cng cho ra i kh nhiudoanh nghip cnh tranh gay gt do sn xut nhng chng loi sn phm gn ging

nhau.C hai l do ln tt yu yu cu doanh nghip la chn v thm nhp th

trng mc tiu:

Th nht, th trrng ngy cng c nhiu phn khc khc nhau do hnh vi tiudng ca h khc nhau.

Th hai, do ngun lc ca mi doanh nghip l c hn nn doanh nghipkhng th tho mn c tt c nhu cu th trng hiu qu hn so vi i th cnhtranh.

Ngy nay, tn dng cc c hi th trng, v p ng nhu cu ca nhmkhch hng mc tiu th cc doanh nghip thng s dng chin lc marketingmc tiu.

1.2. Cc bc c bn la chn v thm nhp th trng mc tiu

Chin lc marketing mc tiu bao gm cc bc: Phn khc th trng, chnla th trng mc tiu, v nh v thng hiu cho th trng mc tiu chn.

Nhng bc cng vic thc hin trong chin lc marketing mc tiu


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2. Phn khc th trng

2.1. Khi nim, c s phn khc th trng

Phn khc th trngl vic chia th trng ca mt sn phm hng

Quan Tri Marketing (DHCN)

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