imc - lesson 2 - role of imc in marketing

1. Lesson 02Vai tr ca IMC trong quy trnh tip th(IMC = Integrated Marketing Communications)Trnh by: Kenny J un

2. Quy trnh khuyn mi v tip th Chin lc tip th v Mc tiu K hoch tip th v Th trng phn tch tip th cc chng trnh Khuyn mi mc tiu n ngi mua Hot ng cui cng Xc nh th Sn phm khuyn mi Khch hng trng chnh chnh chnh Qung co Ngi tiu Phn tch Phn khc th Gi bn Tip th dng cnh tranh trng trc tip Doanh Internet/ nghip Knh phn hot ng La chn th Xc tin Mc tiu tip phi chnh tip th tng trng mc thng mi th tc tiu Khuyn Ngi mi bn hng bn nh v thng Quan h qua cc chin cng chng lc tip th Bn hng c nhn BnCopyright 2008 prepared by Kenny Jun

4. 5 bc trong Quy trnh phn on1. Tm cch tip cn nhu cu ca cc nhm ngi tiu dng2. Tm ra cch thc t hp li cc hot ng Marketing, thng xuyn ngh cc sn phm c sn cho t chc3. Pht trin mng li th trng/sn phm to ra mi lin quan gia cc phn khc th trng vi sn phm v hot ng ca doanh nghip4. Chn la cc sn phm phn khc theo nh hng Marketing ca doanh nghip5. Thc hin cc hot ng Marketing t c cc mc tiu raCopyright 2008 prepared by Kenny Jun

5. C s cho vic phn on th trng Phn on theo a l:- Chnh ph - Vng Quc gia Kh hu Phn on theo nhn khu hc:- Tui, gii tnh, thu nhp, hc thc, ngh nghip, x hi, trnh Phn on theo biu tm l:- AIOs (Activities-hot ng, Interests-s thch, Opinions- kin)- VALs (Values-cc gi tr v Lifestyles-gio dc)- Cc c im c nhn Phn on theo hnh vi- Tp qun, s trung thc, nhu cu Phn on theo quyn li- Cc nhu cu, mong mun c thCopyright 2008 prepared by Kenny Jun

6. La chn th trng mc tiuXC NH C BAO NHIU ON TH TRNG Marketing cha phn on: cung cp mt sn phm hoc dch v cho ton bth trng Marketing phn on: cung cp mt sn phm hoc dch v vi chin lctip th ring bit cho mi phn khc th trng khc nhau. Marketing tp trung: tp trung vo mt th trng trong phn khcCopyright 2008 prepared by Kenny Jun

7. Xc nh on th trng c tim nng Xc nh tim nng bn hng ca cc phn khc Xc nh c hi tng trng ca tng phn khc Phn tch s cnh tranh trong phn khc Phn tch cc cng ty c kh nng cnh tranh trong phn khc a ra quyt nh lm th no cnh tranh trong phn khcCopyright 2008 prepared by Kenny Jun

8. a ra quyt nh cc phn khc ln phn khc ny c th tnh c khng ? Phn khc ny c ln v li nhun c p ng khng ? y c phi phn khc c xc nh khng ? Liu c th to ra cc chng trnh tip th hiu qu cho phn khc th trngny ?Copyright 2008 prepared by Kenny Jun

9. Quy trnh nh v nh v nhn thc Mong mun s nhn thc hoc s kt hp qun l khch hng mc tiu cho mt cng ty hay sn phm. TH nh v hiu qu TRNG nh v chin lc nh v cc mc tiu trong Kt hp cc hot ng tip th phm vi qun l t c MC TIU s dng miu t khi nim mc tiu th trng nh v ti ngi mua nh v thng hiu nh v thng hiu bi ngi mua trong th trng mc tiuCopyright 2008 prepared by Kenny Jun

11. Pht trin quy trnh nh v chin lc Xc nh cc i th cnh tranh nh gi nhn thc ca i th cnh tranh Xc nh v tr i th cnh tranh Phn tch ngi tiu dng trong danh mc u tin Gim st quy trnh nh vCopyright 2008 prepared by Kenny Jun

12. Sn phm/Dch v v nh v Thng hiu NHNG CU HI C BN1) Chng ta ang gi v tr no trong tm tr Khch hng ?2) V tr no chng ta ang mun chim gi ?3) Chng ta phi cnh tranh vi nhng ai thit lp nn v tr ny ?4) Liu chng ta c cc yu t v cc ngun lc chim lnh v duy tr v trny ?5) Liu chng ta c th duy tr v tha mn vi mt chin lc nht qun duynht ?6) Liu cng vic Marketing v Qung co ca chng ta c ph hp vi chinlc chim gi tm tr Khch hng ca chng ta?Copyright 2008 prepared by Kenny Jun

13. Phng php tip cn nh v mt Sn phm/Dchv hay Thng hiu1. Bng sn phm hay thuc tnh dch v v Quyn li2. Bng gi/cht lng3. Bng cch s dng cc ng dng4. Bng cc lp sn phm5. Bng sn phm hoc bng ngi s dng dch v6. Bng cnh tranh7. Bng cc biu tng vn haCopyright 2008 prepared by Kenny Jun

15. Cc quyt nh sn phm Sn phm l mt gi cc quyn li hoc cc gi tr p ng c cc nhu cu ca ngi tiu dng Sn phm tng trng cp n nhng g mt sn phm hay nghathng hiu ti khch hng. Cht lng sn phm, nhn hiu, ng gi, tn doanh nghip gp phn to rahnh nh sn phm. Thng hiu: Tn thng hiu truyn t thuc tnh v ngha ca n Qung co to ra, duy tr thng hiu hp l vi kt qu t hnh nh hay ntng ca thng hiuCopyright 2008 prepared by Kenny Jun

16. Gi tr ca s ng nht thng hiuSc mnh ca thng hiu ng nht: To thm nhiu la chn cnh tranh gi thp vi i th Xy dng lng trung thnh khch hng D dng gi vng trong iu kin kinh t b nh hng Cho php doanh nghip bn sn phm/dch v gi cao v duy tr linhun mc cao D dng pht trin, m rng thng hiu nhnh D dng cho Khch hng chp nhn nhng iu chnh v gi (tnggi)Copyright 2008 prepared by Kenny Jun

18. Bao b Chc nng c bn ca bao b: R, c kh nng bo v sn phm, c kh nng lu gi Bao b c th tr thnh c bit quan trng bi: Tm quan trng ca s ng b trong cc ca hiu To ra nhng quyt nh mua sm ti chnh im bn Qung b sn phm ti cc khch hng thng xuyn Bao b l mt trong nhng phng thc tip cn khch hngCopyright 2008 prepared by Kenny Jun

20. Quyt nh gi bn Gi bn phi ph hp vi nhn thc ca sn phm Sn phm c gi cao phi to ra kh nng nhn thc v mt sn phm chtlng cao Gi thp thng phn nh gi tr sn phm ca n thp hn trong nhn thckhch hng. Sn phm c nh v cht lng cao i khi gi thp hn i th cnhtranh c th gy ra s lng tng cho khch hng Gi bn, cc phng thc qung co v phn phi phi to ra s thng nhtv sn phm hay dch v.Copyright 2008 prepared by Kenny Jun

23. K thut y im trng by bn hng, gi ng quay, quy bn hng Hp ng giao dch thng mi, hng trng by c bit, hoa hng cho ccn v tham gia trng by Qu tng, gii thng Hp tc Qung co Ti liu, dng c Qung co, ti liu c bn Hoa hng, hng khuyn mi hoc bo m km theo Catalogue, ti liu bn hng Cc chng trnh thng mi, hi ngh, hi thoCopyright 2008 prepared by Kenny Jun

26. MQ Solution., IncK enny J unMobile: 093 843 0000Email: [email protected]

imc - lesson 2 - role of imc in marketing

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