1. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn1 Bin son: Th.s Nguyn Th Hong Yn 1 MARKETING CN BN HC VIN CNG NGH BU CHNH VIN THNG

2. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn2 Chng 1 Bn cht ca marketing 2 S ra i Marketing xut hin gn lin vi hot ng trao i hng ha Hnh vi marketing ra i khi hot ng trao i c din ra trong nhng hon cnh hoc tnh hung nht nh: ngi bn (ngi mua) n lc bn (mua) c hng 3. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn3 Chng 1 Bn cht ca marketing 3 S ra i Hnh vi marketing xut hin r nt khi nn i cng nghip ca th gii t c nhng thnh tu nht nh dn n cung > cu L thuyt marketing c a vo ging dy ln u tin M vo u th k 20 Vit Nam, marketing c a vo ging dy cc trng i hc vo cui nhng nm 1980 4. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn4 Chng 1 Bn cht ca marketing 4 Mt s khi nim c bn: Marketing: Gc x hi: marketing l mt qu trnh x hi nh , cc c nhn v cc nhm c c nhng g h c nhu cu v mong mun thng qua vic to ra, cung cp, v trao i nhng sn phm v dch v c gi tr mt cch t do vi nhng ngi khc 5. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn5 Chng 1 Bn cht ca marketing 5 Mt s khi nim c bn: Marketing: Gc qun tr: marketing l ngh thut, l khoa hc ca vic p dng cc khi nim marketing ct li la chn th trng mc tiu, duy tr v pht trin khch hng thng qua vic to ra, cung cp v mang li nhng gi tr tt hn cho h (Theo P.Kotler) Marketing l "ngh thut bn cc sn phm" 6. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn6 Chng 1 Bn cht ca marketing 6 Mt s khi nim c bn: Nhu cu, mong mun, yu cu Nhu cu l mt trng thi cm gic thiu ht mt s tho mn c bn no ca con ngi (s i hi sinh l c bn ca con ngi, hon ton t nhin) Mong mun l s ao c c c nhng th (sn phm) c th tho mn nhng nhu cu ca con ngi (ph hp vi c trng c nhn, vn ha v x hi ca h) 7. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn7 Chng 1 Bn cht ca marketing 7 Mt s khi nim c bn: Nhu cu, mong mun, yu cu Yu cu (nhu cu c kh nng thanh ton) l mong mun c c nhng sn phm c th c hu thun ca kh nng v ti chnh v thi sn sng mua chng 8. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn8 Chng 1 Bn cht ca marketing 8 Mt s khi nim c bn: Sn phm L bt c th g c th em cho bn tho mn mt nhu cu hay mong mun no Sn phm c hiu l c sn phm hu hnh ln sn phm v hnh (dch v) Gi tr: L s nh gi ca ngi tiu dng v kh nng ca sn phm tho mn nhng nhu cu, mong mun ca mnh 9. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn9 Chng 1 Bn cht ca marketing 9 Mt s khi nim c bn: Trao i v giao dch Trao i : hnh ng tip nhn mt sn phm mong mun t mt ngi no bng cch a cho ngi nhng th g khi nim quyt nh, to nn mng cho marketin Giao dch: l n v c bn ca trao i. Giao dch l mt v mua bn nhng gi tr gia hai bn 10. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn10 Chng 1 Bn cht ca marketing 10 Mt s khi nim c bn: Trao i v giao dch Hin nay, nhng ngi lm marketing khng ch dng li marketing giao dch (transactional marketing). Ngc li, h c gng xy dng nhng quan h lu di, ng tin cy, cng c li vi nhng khch hng ca mnh, nhng trung gian phn pi v nhng ngi cung ng (relational marketing) 11. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn11 Chng 1 Bn cht ca marketing 11 Mt s khi nim c bn: Th trng: l tp hp KH thc t hay tim nng c cng nhu cu hay c mun, sn sng v c kh nng tham gia trao i tha mn nhu cu hay c mun . Lu : Quan im marketing cho rng ngi bn hp thnh ngnh sn xut cn ngi mua hp thnh th trng 12. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn12 Chng 1 Bn cht ca marketing 12 V tr ca marketing trong hot ng ca DN Marketing kt ni hot ng sn xut kinh doanh ca DN vi th trng L mt chc nng c mi lin h hu c vi cc chc nng khc trong DN. 13. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn13 Chng 1 Bn cht ca marketing 13 Qun tr marketing L qu trnh lp k hoch v thc hin cc hot ng thit k, nh gi, xc tin v phn phi cc tng, sn phm v dch v mang ra trao i nhm tha mn mc tiu ca cc c nhn v t chc (Theo Hip hi marketing M) 14. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn14 Chng 1 Bn cht ca marketing 14 Cc quan im qun tr marketing Quan im sn xut Cho rng: Khch hng a thch nhiu sn phm vi gi phi chng Hnh ng ca doanh nghip: m rng qui m sn xut v phm vi phn phi 15. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn15 Chng 1 Bn cht ca marketing 15 Cc quan im qun tr marketing Quan im hon thin sn phm Cho rng: Khch hng a thch nhng sn phm c cht lng cao nht v tnh nng s dng tt nht Hnh ng ca doanh nghip: n lc hon thin sn phm khng ngng 16. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn16 Chng 1 Bn cht ca marketing 16 Cc quan im qun tr marketing Quan im hng v bn hng Cho rng: Khch hng hay ngn ngi, chn ch trong vic mua sm hng ha Hnh ng ca doanh nghip: n lc thc y bn hng 17. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn17 Chng 1 Bn cht ca marketing 17 Cc quan im qun tr marketing Quan im hng v khch hng Cho rng: khch hng l trung tm trong s thnh cng ca doanh nghip Hnh ng ca doanh nghip: xc nh chnh xc nhu cu v mong i ca khch hng nhm tha mn chng mt cch tt hn cc i th cnh tranh 18. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn18 Chng 1 Bn cht ca marketing 18 Cc quan im qun tr marketing Quan im marketing o c x hi Cho rng: kinh doanh phi kt hp hi ho gia 3 li ch : li ch khch hng, li ch doanh nghip v li ch x hi Hnh ng ca doanh nghip: to ra sn phm gip cho cng ng ci thin cht lng cuc sng 19. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn19 Chng 1 Bn cht ca marketing 19 Qu trnh qun tr marketing Phn tch cc c hi th trng Phn on th trng La chn th trng mc tiu Xy dng cc CT marketing hn hp La chn TT mc tiu v nh v TT T chc thc hin v kim tra cc n lc marketing Xy dng chin lc v k hoch marketing 20. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn20 Chng 2 H thng tt marketing v nghin cu marketing 20 H thng thng tin marketing Nguyn nhn hnh thnh: Hot ng marketing ca doanh nghip ngy cng a dng v phc tp, i hi cn phi c cc thng tin cn thit mt cch y v kp thi 21. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn21 Chng 2 H thng tt marketing v nghin cu marketing 21 H thng thng tin marketing Khi nim: l mt h thng tng tc gia con ngi, thit b v cc phng php dng thu thp, x l, lu tr v chia s thng tin mt cch chnh xc, kp thi cho cc quyt nh Marketing trong doanh nghip 22. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn22 Chng 2 H thng tt marketing v nghin cu marketing 22 H thng thng tin marketing Mi trng marketing Th trng mc tiu Knh phn phi i th cnh tranh Cng chng Lc lng ca mi trng v m Cc quyt nh marketing v truyn thng Nh qun tr marketing Phn tch Lp k hoch Thc hinKim tra Pht trin thng tin Ghi chp ni b Tnh bo marketing Phn tch h tr quyt nh marketing Nghin cu marketing Xc nh nhu cu thng tin Phn phi thng tin 23. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn23 Chng 2 H thng tt marketing v nghin cu marketing 23 Nghin cu marketing Khi nim: L qu trnh thu thp v phn tch, mt cch c h thng, cc thng tin (d liu) v cc vn lin quan n hot ng marketing 24. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn24 Chng 2 H thng tt marketing v nghin cu marketing 24 Nghin cu marketing Qu trnh nghin cu marketing: Xc nh vn v mc tiu nghin cu Xy dng k hoch nghin cu Thu thp thng tin Phn tch thng tin Trnh by kt qu nghin cu 25. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn25 Chng 2 H thng tt marketing v nghin cu marketing 25 Nghin cu marketing Xy dng k hoch nghin cu: D liu cn thu thp D liu th cp D liu s cp NC nh tnh NC nh lng 26. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn26 Chng 2 Mi trng marketing 26 H thng hot ng marketing Mi trng kinh t v nhn khu hc Mi trng cng ngh v t nhin Sn phm Phn phi Cc quyt nh v xc tin hn hp Mi trng v m Mi trng vn ha Mi trng chnh tr, php lut Th trng mc tiu Gi c Mi trng vi m 27. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn27 Chng 3 Mi trng marketing 27 Mi trng marketing: Khi nim: l nhng nhn t v lc lng bn trong v bn ngoi c nh hng tch cc hoc tiu cc n hot ng Marketing ca doanh nghip 28. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn28 Chng 3 Mi trng marketing 28 Mi trng marketing: 2 loi chnh Mi trng marketing vi m: Bao gm cc yu t lin quan cht ch n doanh nghip v n nh hng n kh nng ca DN khi phc v khch hng 29. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn29 Chng 3 Mi trng marketing 29 Mi trng marketing: 2 loi chnh Mi trng marketing v m: Bao gm cc yu t, cc lc lng mang tnh x hi rng ln, tc ng, nh hng ti ton b mi trng marketing vi m v cc quyt nh marketing ca DN 30. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn30 Chng 3 Mi trng marketing 30 Mi trng v m: Mi trng vn ha- x hi Mi trng chnh tr- php lut Mi trng cng ngh Mi trng t nhin Mi trng kinh t Mi trng nhn khu hc Doanh nghip 31. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn31 Chng 3 Mi trng marketing 31 Mi trng v m: 1. Nhn khu 2. Kinh t 3. T nhin 4. Cng ngh 5. Chnh tr-lut php 6. Vn ha-x hi Tng dn s trn ton th gii Phn b tui ca dn s Cc th trng theo dn tc Cc nhm theo trnh vn ha Kiu h gia nh Chuyn dch ln v v tr a l trong dn s 32. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn32 Chng 3 Mi trng marketing 32 Mi trng v m: 1. Nhn khu 2. Kinh t 3. T nhin 4. Cng ngh 5. Chnh tr-lut php 6. Vn ha-x hi Phn b thu nhp Tit kim, n, tn dng 33. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn33 Chng 3 Mi trng marketing 33 Mi trng v m: 1. Nhn khu 2. Kinh t 3. T nhin 4. Cng ngh 5. Chnh tr-lut php 6. Vn ha-x hi Thiu nguyn vt liu th Chi ph nng lng tng Mc nhim tng Thay i vai tr ca cc nh nc 34. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn34 Chng 3 Mi trng marketing 34 Mi trng v m: 1. Nhn khu 2. Kinh t 3. T nhin 4. Cng ngh 5. Chnh tr-lut php 6. Vn ha-x hi Cng ngh thay i rt nhanh Cc c hi i mi khng b hn ch (rt nhiu) Ngn sch dnh cho nghin cu v pht trin khc nhau Tng iu chnh i vi s thay i cng ngh 35. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn35 Chng 3 Mi trng marketing 35 Mi trng v m: 1. Nhn khu 2. Kinh t 3. T nhin 4. Cng ngh 5. Chnh tr-lut php 6. Vn ha-x hi Php lut iu tit cc hot ng kinh doanh Tng cc nhm quan tm n vn c bit 36. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn36 Chng 3 Mi trng marketing 36 Mi trng v m: 1. Nhn khu 2. Kinh t 3. T nhin 4. Cng ngh 5. Chnh tr-lut php 6. Vn ha-x hi S tn ti lu di ca nhng gi tr vn ha ct li S tn ti ca cc tiu vn ha trong mt quc gia S dch chuyn ca gi tr vn ha th cp theo thi gian 37. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn37 Chng 3 Mi trng marketing 37 Mi trng vi m: Cng chng i th cnh tranh Khch hng Trung gian phn phi Nh cung cp Doanh nghip 38. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn38 Chng 3 Mi trng marketing 38 Mi trng vi m: 1. Doanh nghip 2. Nh cung cp 3. Nh trung gian 4. Khch hng 5. i th cnh tranh 6. Cng chng Marekting phi xem xt n nhng b phn khc ca DN nh ti chnh, nghin cu v pht trin, mua sm, sn xut v k ton Cc quyt nh marketing phi quan tm n mc tiu v chin lc chung ca c cng ty 39. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn39 Chng 3 Mi trng marketing 39 Mi trng vi m: 1. Doanh nghip 2. Nh cung cp 3. Nh trung gian 4. Khch hng 5. i th cnh tranh 6. Cng chng Cc nh tip th phi theo di nh c kh nng cung cp v gi c Qun l mi quan h vi cc nh cung cp mt cch c hiu qu rt quan trng 40. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn40 Chng 3 Mi trng marketing 40 Mi trng vi m: 1. Doanh nghip 2. Nh cung cp 3. Nh trung gian 4. Khch hng 5. i th cnh tranh 6. Cng chng Gip qung b, bn hng v phn phi hng ha n ngi mua cui cng Bao gm ngi bn li, cng ty phn phi, cc i l dch v marketing v mi gii ti chnh Qun l hiu qu mi quan h vi i tc rt quan trng 41. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn41 Chng 3 Mi trng marketing 41 Mi trng vi m: 1. Doanh nghip 2. Nh cung cp 3. Nh trung gian 4. Khch hng 5. i th cnh tranh 6. Cng chng 5 loi th trng khch hng Ngi tiu dng Sn xut Nh trung gian C quan nh nc Khch hng quc t 42. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn42 Chng 3 Mi trng marketing 42 Mi trng vi m: 1. Doanh nghip 2. Nh cung cp 3. Nh trung gian 4. Khch hng 5. i th cnh tranh 6. Cng chng Phn tch i th cnh tranh rt quan trng i vi s thnh cng ca DN marketing Nh tip th phi gim st cc sn phm v dch v ca i th cnh tranh to ra c li th chin lc 43. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn43 Chng 3 Mi trng marketing 43 Mi trng vi m: 1. Doanh nghip 2. Nh cung cp 3. Nh trung gian 4. Khch hng 5. i th cnh tranh 6. Cng chng Nhm ngi ang v c kh nng quan tm n nh hng ca mt doanh nghip Cc nhm cng chng bao gm: cc th ch ti chnh, gii truyn thng, chnh ph, vhnh quyn a phng. 44. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn44 Chng 3 Mi trng marketing Mi trng cnh tranh: Mc cnh tranh gia cc i th cnh tranh Nh cung cp Khch hng i th tim nM hnh 5 lc lng cnh tranh ca M.Porter Mi e da t i th tim n Sc mnh ca khch hng Sc mnh ca nh cung cp Mi e da t cc sn phm thay th Sn phm thay th 45. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn45 Chng 3 Mi trng marketing 45 Mi trng cnh tranh: 5 lc lng cnh tranh (theo Porter) Sc mnh thng lng ca nh cung cp: S lng ca cc nh cung cp v kh nng thay th sn phm v i th tim n c tc ng n mi quan h gia ngi mua v bn. i th cnh trnh hin ti: Tnh cnh tranh gia cc i th cnh tranh hin ti cng tng khi ngnh tng trng chm, nhu cu gim, v gi sn phm h thp 46. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn46 Chng 3 Mi trng marketing 46 Mi trng cnh tranh: 5 lc lng cnh tranh (theo Porter) i th tim n: vic kh hay d cho nhng i th cnh tranh mi c th tham gia vo mt ngnh Sn phm thay th: chi ph thay i sn phm v s trung thnh vi thng hiu nh hng n vic dng cc sn phm v dch v c kh nng thay th 47. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn47 Chng 3 Mi trng marketing 47 Mi trng cnh tranh: 5 lc lng cnh tranh (theo Porter) Sc mnh thng lng ca khch hng: l sc mnh th trng ca ngi mua i vi vic kim sot v tc ng n i th cnh tranh trong mt ngnh 48. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn48 Th trng v hnh vi mua ca ngi tiu dng Th trng v hnh vi mua ca khch hng l t chc Chng 4 Hnh vi ca khch hng 49. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn49 Chng 4 Hnh vi ca khch hng Hnh vi mua ca ngi tiu dng Khi nim: Hnh vi mua ca ngi tiu dng l ton b hnh ng m ngi tiu dng bc l ra trong qu trnh trao i sn phm. Cc hnh ng ny c th bao gm: thu thp thng tin, chn la, mua sm, s dng, nh gi v sn phm. 50. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn50 M hnh hnh vi mua Cc nhn t kch thch Mar- ket- ing Mi trng Hp en thc ca ngi mua Cc c tnh ca ngi tiu dng Qu trnh quyt nh mua Phn ng ca khch hng La chn: sp Nhn hiu Nhn cung ng Thi gian mua Khi lng mua Chng 4 Hnh vi ca khch hng Hnh vi mua ca ngi tiu dng 51. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn51 Hnh vi mua ca ngi tiu dng Vn ho X hi C nhn Tm l Ngi tiu dng Chng 4 Hnh vi ca khch hng Cc nhn t c bn nh hng n hnh vi ca ngi tiu dng 52. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn52 Cc bc ca qu trnh quyt nh mua ca ngi tiu dng Nhn bit nhu cu Tm kim thng tin nh gi cc ph.n Quyt nh mua nh gi sau mua Chng 4 Hnh vi ca khch hng Hnh vi mua ca ngi tiu dng 53. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn53 Nhn bit nhu cu Nhu cu c pht sinh bi nhiu yu t kch thch: bn trong v bn ngoi Nhu cu c th tr thnh ng c thc y hnh ng bi cc kch thch bn ngoi Cc bc ca qu trnh quyt nh mua Chng 4 Hnh vi ca khch hng Hnh vi mua ca ngi tiu dng 54. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn54 Nhn bit nhu cu Nh kinh doanh: phi xc nh c loi hnh nhu cu ca khch hng. Khch hng c nhu cu, mong mun no pht sinh? tng cho sn phm, dch v, cc hot ng chm sc khch hng mi + Trin khai chng trnh marketing hiu qu Chng 4 Hnh vi ca khch hng Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 55. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn55 Tm kim thng tin Cng tm kim thng tin ph thuc: - Sc mnh ca s thi thc (nhu cu) - Khi lng thng tin c sn - Thc trng vic cung cp thng tin trn th trng - S nh gi cc gi tr m ngi tiu dng dnh cho cc thng tin b sung Chng 4 Hnh vi ca khch hng Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 56. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn56 Tm kim thng tin Cc ngun thng tin c bn: - Ngun thng tin c nhn - Ngun thng tin thng mi - Ngun thng tin i chng - Ngun thng tin kinh nghim Chng 4 Hnh vi ca khch hng Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 57. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn57 Tm kim thng tin Nhim v ca nh kinh doanh: - C nhng ngun thng tin no m khch hng c th tip cn? - Ngun thng tin no quan trng i vi vic tip cn nhn hiu sn phm ca doanh nghip? - Nhng loi thng ip v knh phn phi thng ip no l ph hp vi khch hng? Chng 4 Hnh vi ca khch hng Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 58. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn58 Chng 4 Hnh vi ca khch hng nh gi cc phng n Tin trnh nh gi cc phng n ca khch hng din ra khng n gin Nhim v ca nh kinh doanh: xc nh quan im v thi , cc tiu chun khch hng s dng nh gi cc nhn hiu c kh nng cnh tranh vi nhau Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 59. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn59 Chng 4 Hnh vi ca khch hng nh gi cc phng n B su tp nhn hiu Nhn hiu quan tm Nhn hiu la chn Quyt nh Vinaphone Mobifone Viettel mobile S-phone Vinaphone Mobifone Viettel mobile Vinaphone Mobifone Vinaphone Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 60. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn60 Chng 4 Hnh vi ca khch hng nh gi cc phng n Mt s xu th nh gi c bn: 1. Coi sn phm l mt tp hp cc thuc tnh phn nh nhng li ch ca sn phm m ngi mua mong i: - c tnh k thut, l-ho: mu, c - c tnh s dng - c tnh tm l - c tnh kt hp Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 61. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn61 Chng 4 Hnh vi ca khch hng nh gi cc phng n Mt s xu th nh gi c bn: 2. Xu hng phn loi v mc quan trng ca cc thuc tnh khc nhau: - Thuc tnh quan trng: p ng nhng li ch m ngi mua mong i t sn phm - Thuc tnh ni bt: thit k, mu m, mu sc Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 62. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn62 Chng 4 Hnh vi ca khch hng nh gi cc phng n Mt s xu th nh gi c bn: 3. Xu hng dng nim tin ca mnh gn vi hnh nh ca cc nhn hiu: nim tin v chic t c cht lng cao, sang trng, t ng nht vi nhn hiu Mercedes-benz - Nim tin v nhn hiu c th thay i qua nhn thc v kinh nghim Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 63. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn63 Chng 4 Hnh vi ca khch hng nh gi cc phng n Mt s xu th nh gi c bn: 3. Xu hng dng nim tin ca mnh gn vi hnh nh ca cc nhn hiu: nim tin v chic t c cht lng cao, sang trng, t ng nht vi nhn hiu Mercedes-benz - Nim tin ca ngi tiu dng v sn phm c th khc ho v thay i bng n lc marketing (n lc phi p ng c s mong i ca khch hng) Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 64. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn64 Chng 4 Hnh vi ca khch hng nh gi cc phng n Mt s xu th nh gi c bn: 4. Xu hng gn cho mi thuc tnh ca sn phm mt gi tr s dng - S la chn ca khch hng: chn nhng nhn hiu mang li cho h tng s s tho mn t cc c tnh ca sn phm l ti a tnh cho ng tin h phi b ra Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 65. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn65 Chng 4 Hnh vi ca khch hng Quyt nh mua nh mua ca khch hng thng dnh cho nhng sn phm, dch v c th hng cao nht T nh mua n quyt nh mua cn chu chi phi ca nhng yu t km hm Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 66. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn66 Chng 4 Hnh vi ca khch hng Quyt nh mua Thi ca ngi khc Nhng yu t hon cnh nh mua Quyt nh mua Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 67. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn67 Chng 4 Hnh vi ca khch hng nh gi sau khi mua nh hng n hnh vi mua tip theo ca ngi tiu dng Vi nh kinh doanh: nhng nh gi sau khi mua ca khch hng l 1 biu hin ca s thnh cng/khng thnh cng ca cc n lc marketing Cc bc ca qu trnh quyt nh mua Hnh vi mua ca ngi tiu dng 68. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn68 Chng 4 Hnh vi ca khch hng Hnh vi mua ca khch hng t chc Hnh vi mua ca cc DN sn xut Nhng dng mua ch yu DNSX mua lp i lp li cc t liu sn xut Mua lp li c s thay i v tnh nng, quy cch hng ho, cc iu kin cung cp ng kh Mua gii quyt cc nhim v mi 69. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn69 Chng 4 Hnh vi ca khch hng Hnh vi mua ca khch hng t chc Hnh vi mua ca cc DN sn xut Nhng ngi tham gia vo qu trnh mua Ngi s dng: vai tr khi xng mua Ngi nh hng: cc chuyn vin k thut Ngi quyt nh: ngi c thm quyn Ngi mua:trc tip mua Ngi gc cng 70. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn70 Chng 4 Hnh vi ca khch hng Hnh vi mua ca khch hng t chc Cc yu t nh hng ti hnh vi mua ca DNSX Cc yu t mi trng: kinh t, chnh tr, lut php, cng ngh. . . Cc c im t chc ca doanh nghip sn xut Cc yu t quan h bn trong DN Cc yu t thuc c nhn ca ngi tham gia vo q.trnh mua: ng c,nhn thc,tm l, s thch, c tnh 71. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn71 Chng 4 Hnh vi ca khch hng Hnh vi mua ca khch hng t chc Qu trnh mua (mi) ca DNSX Nhn thc vn M t khi qut nhu cu nh gi c tnh sn phm Tm kim cc nh cung ng Yu cu cho hng La chn nh cung ng Lm cc th tc t hng Xem xt hiu qu cc quyt nh 72. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn72 Chng 4 Hnh vi ca khch hng Hnh vi mua ca khch hng t chc Hnh vi mua ca cc t chc thng mi 4 chin lc la chn danh mc hng kinh doanh: Kinh doanh chng loi hng ha ring bit ( Kinh doanh chiu su Kinh doanh chiu rng Kinh doanh hn hp 73. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn73 Chng 4 Hnh vi ca khch hng Hnh vi mua ca khch hng t chc Hnh vi mua ca cc t chc thng mi Cc thnh vin tham gia tin trnh mua: cc doanh nghip ln, vic mua thng do nhm ngi chuyn ph trch mua hng thc hin cc t chc nh vic mua thng do ch doanh nghip thc hin 74. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn74 Chng 4 Hnh vi ca khch hng Hnh vi mua ca khch hng t chc Hnh vi mua ca cc t chc nh nc Cc thnh vin tham gia tin trnh mua: Mi t chc c nhng ngi tham gia vo quyt nh mua khc nhau do vy th tc mua ca h c tnh cht ring bit i hi ngi lm Marketing phi nghin cu. 75. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn75 Chng 4 Hnh vi ca khch hng Hnh vi mua ca khch hng t chc Hnh vi mua ca cc t chc nh nc Nhng nhn t nh hng ti hnh vi mua: Ngoi cc nhn t mi trng, t chc, quan h c nhn... vic mua ca t chc nh nc b gim st cht ch ca c t chc ln cng chng. Th tc mua sm ca h rt phc tp do nhng nguyn tc hnh chnh chi phi. 76. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn76 Chng 4 Hnh vi ca khch hng Hnh vi mua ca khch hng t chc Hnh vi mua ca cc t chc nh nc Cch thc thc hin quyt nh mua ca cc t chc nh nc: vic k kt hp ng mua bn thng phc tp v chm Phng thc mua: u thu cng khai hoc hp ng da vo thng lng 77. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn77 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng Nhng khi nim chnh: Tng cu th trng (v mt loi sn phm): tng hp khi lng sn phm m mt nhm khch hng nht nh s mua ti mt a bn nht nh trong mt khong thi gian nht nh vi mt mi trng Marketing nht nh v mt chng trnh Marketing nht nh 78. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn78 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng Nhng khi nim chnh: Tng cu th trng (v mt loi sn phm): Tim nng th trng Mc tiu th ti thiu ca th trng Cu th trng trong 1 gian on c th Q1 Q2 Chi ph marketing ca ngnhChi ph d nh 79. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn79 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng Nhng khi nim chnh: Tim nng th trng: gii hn tim cn ca cu th trng khi chi ph Marketing tin ti v hn trong mt mi trng Marketing nht nh D bo cu th trng: vic doanh nghip xc nh mt v tr c th trn ng cong cu vi mt chi ph Marketing ca ngnh 80. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn80 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng Nhng khi nim chnh: Cu doanh nghip Cu doanh nghip l phn cu ca th trng thuc v doanh nghip Qi = Si x Q Trong : - Qi l cu ca doanh nghip i - Si l th phn ca doanh nghip i - Q l tng cu th trng 81. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn81 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng Nhng khi nim chnh: Tim nng tiu th ca doanh nghip: gii hn tim cn ca cu doanh nghip khi n lc marketing tng ln tng i so vi i th cnh tranh. D bo cu doanh nghip: vic doanh nghip d bo mc cu tiu th ca mnh cn c k hoch Marketing la chn v mi trng Marketing c gi nh. 82. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn82 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng c tnh cu hin ti c tnh tng nhu cu th trng: Cng thc tnh: Q = n.q.p Trong Q: tng nhu cu th trng n: s lng ngi mua i vi sn phm (th trng nht nh nhng gi thit nht nh) q: Sn lng sn phm 1 ngi mua 1 nm p: gi trung bnh 1 n v sn phm 83. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn83 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng c tnh cu hin ti c tnh tng nhu cu th trng khu vc Phng php xy dng th trng: i hi doanh nghip phi pht hin c tt c nhng ngi mua tim n v c tnh kh nng mua sn phm ca h 84. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn84 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng c tnh cu hin ti c tnh tng nhu cu th trng khu vc Phng php ch s a yu t: doanh nghip phi xc nh c cc yu t c mi tng quan vi tim nng th trng khu vc kt hp chng thnh mt phng trnh a bin, mi bin km theo mt trng s th hin mc nh hng ti mc tiu th ca tt khu vc 85. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn85 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng c tnh cu tng lai Ba giai on: D bo v m: da trn nhng d on v tnh trng lm pht, tht nghip, li sut, chi tiu ca ngi tiu dng, u t, GDP... D bo mc tiu th ngnh D bo mc tiu th ca doanh nghip 86. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn86 Chng 5 La chn TT mc tiu v nh v TT o lng v d bo th trng c tnh cu tng lai Cc phng php d bo cu: Thm d nh ngi mua: thng qua iu tra, phng vn khch hng Tng hp kin ca lc lng bn hng Cc phng php khc: thu thp thng tin t cc ngun huyn gia, hip hi thng mi, ngi cung ng 87. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn87 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu Tm quan trng: Do ngun lc ca doanh nghip c hn Do cnh tranh Do s a dng ca cc i tng khch hng 88. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn88 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu S hnh thnh marketing mc tiu 1) Marketing i tr: nh cung cp sn xut v phn phi, qung co mt cch i tr ch cho mt loi sn phm hng ti tha mn tt c cc khch hng c trn th trng 89. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn89 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu S hnh thnh marketing mc tiu 1) Marketing a dng ha sn phm: nh cung cp sn xut nhng mt hng cng chng loi nhng c khc nhau mt s c im nhm to ra s a dng cho sn phm hp dn khch hng 90. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn90 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu S hnh thnh marketing mc tiu 1) Marketing i tr: nh cung cp sn xut v phn phi, qung co mt cch i tr ch cho mt loi sn phm hng ti tha mn tt c cc khch hng c trn th trng 91. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn91 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu S hnh thnh marketing mc tiu 2) Marketing a dng ha sn phm: nh cung cp sn xut nhng mt hng cng chng loi nhng c khc nhau mt s c im nhm to ra s a dng cho sn phm hp dn khch hng 92. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn92 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu S hnh thnh marketing mc tiu 3) Marketing mc tiu: Nh cung cp tp trung n lc marketing ng th trng Xy dng cho doanh nghip v sn phm ca doanh nghip mt hnh nh ring, r nt, gy n tng v r nt mong i ca khch hng c tha mn, tng kh nng cnh tranh ca DN 93. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn93 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu Ba bc c bn ca marketing mc tiu: 1. Phn on th trng Xc nh cc tiu ch phn on v phn on Xc nh c im ca tng on th trng c xc nh 2. Chn th trng mc tiu nh gi mc hp dn ca tng on th trng Chn mt hoc vi on th trng lm th trng mc tiu 94. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn94 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu Ba bc c bn ca marketing mc tiu: 3. nh v th trng Xc nh v th tng on th trng mc tiu Xy dng chng trnh marketing-mix cho th trng mc tiu 95. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn95 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu Phn on th trng Khi nim: Phn on th trng l qu trnh phn chia th trng tng th thnh cc nhm trn c s nhng im khc bit v nhu cu, mong i, cc c trng hay hnh vi on th trng: l mt nhm khch hng c nhng phn ng nh nhau i vi mt tp hp cc kch thch marketing ca doanh nghip 96. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn96 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu Phn on th trng Yu cu vi phn on th trng: o lng c C qui m ln Kh thi 97. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn97 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu Phn on th trng Tiu ch phn on th trng: a l Nhn khu hc Tm l, hnh vi tiu dng Mc trung thnh vi nhn hiu 98. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn98 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu Thi trng mc tiu l th trng bao gm cc khch hng c cung nhu cu, mong mun m doanh nghip c th p ng v c li th hn so vi cc i th cnh tranh 99. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn99 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu nh gi cc on th trng: cn c Qui m v mc tng trng ca th trng Mc hp dn v c cu th trng (m hnh 5 lc lng cnh tranh ca M.Porter Mc tiu v kh nng ca doanh nghip 100. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn100 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu 5 pc phng n la chn Phng n 1: tp trung vo 1 on th trng M1 M2 M3 P1 P2 P3 Pi: sn phm i (i=1,2,3) Mi: on th ttrng i (i=1,2,3) 101. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn101 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu 5 pc phng n la chn Phng n 2: chuyn mn ha tuyn chn M1 M2 M3 P1 P2 P3 Pi: sn phm i (i=1,2,3) Mi: on th ttrng i (i=1,2,3) M1 M2 M3 P1 P2 P3 Pi: sn phm i (i=1,2,3) Mi: on th ttrng i (i=1,2,3) 102. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn102 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu 5 pc phng n la chn Phng n 3: chuyn mn ha theo c trng th trng M1 M2 M3 P1 P2 P3 Pi: sn phm i (i=1,2,3) Mi: on th ttrng i (i=1,2,3) 103. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn103 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu 5 pc phng n la chn Phng n 4: chuyn mn ha theo c tnh sn phm M1 M2 M3 P1 P2 P3 Pi: sn phm i (i=1,2,3) Mi: on th ttrng i (i=1,2,3) M1 M2 M3 P1 P2 P3 Pi: sn phm i (i=1,2,3) Mi: on th ttrng i (i=1,2,3) 104. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn104 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu 5 pc phng n la chn Phng n 5: Bao ph th trng M1 M2 M3 P1 P2 P3 Pi: sn phm i (i=1,2,3) Mi: on th ttrng i (i=1,2,3) M1 M2 M3 P1 P2 P3 Pi: sn phm i (i=1,2,3) Mi: on th ttrng i (i=1,2,3) 105. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn105 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu Cc chin lc p ng th trng mc tiu Chin lc 1: Marketing khng phn bit Marketing mix ca doanh nghip Ton b thj trng 106. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn106 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu Cc chin lc p ng th trng mc tiu Chin lc 2: Marketing phn bit Marketing mix 1 Marketing mix 2 Marketing mix 3 Khc th trng 1 Khc th trng 2 Khc th trng 3 107. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn107 Chng 5 La chn TT mc tiu v nh v TT La chn th trng mc tiu La chn th trng mc tiu Cc chin lc p ng th trng mc tiu Chin lc 3: Marketing tp trung Marketing mix Khc th trng 1 Khc th trng 2 Khc th trng 3 108. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn108 Chng 5 La chn TT mc tiu v nh v TT nh v th trng Khi nim L vic thit k mt sn phm c nhng c tnh khc bit so vi sn phm ca i th cnh tranh nhm to cho sn phm mt hnh nh ring trong con mt khch hng 109. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn109 Chng 5 La chn TT mc tiu v nh v TT nh v th trng L do cn nh v th trng Do qu trnh nhn thc ca khch hng c hn i hi doanh nghip phi c nhng thng ip r rng, xc tch, gy n tng cng vi vic cho bn nhng sn phm Do yu cu ca cnh tranh Do dung lng ln ca cc thng ip qung co lm cho khch hng khng c kh nng tip nhn c tt c. 110. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn110 Chng 5 La chn TT mc tiu v nh v TT nh v th trng Cc hot ng trng tm ca chin lc nh v To ra mt hnh nh c th cho sn phm, nhn hiu trng tm tr ca khch hng th trng mc tiu La chn v th ca sn phm doanh nghip trn th trng mc tiu 111. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn111 Chng 5 La chn TT mc tiu v nh v TT nh v th trng Cc hot ng trng tm ca chin lc nh v To s khc bit cho nhn hiu, sn phm La chn v khuych trng nhng im khc bit c ngha 112. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn112 Chng 5 La chn TT mc tiu v nh v TT nh v sn phm Cc bc tin hnh nh v: Phn on TT, la chn TT mc tiu nh gi thc trng v nh v hin c trn th trng Chn hnh nh v v th cho sn phm v nhn hiu doanh nghip Son tho chng trnh marketing thc hin chin lc nh v chn 113. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn113 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing Lp c/lc v k/hoch marketing Xy dng chin lc kinh doanh theo quan im Marketing: qu trnh qun tr nhm to ra v duy tr s n khp v chin lc gia cc mc tiu v kh nng ca doanh nghip vi cc c hi Marketing y bin ng 114. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn114 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing Lp c/lc v k/hoch marketing Qu trnh lp chin lc kinh doanh ca DN Xc nh cng lnh ca doanh nghip ra nhim v K hoch pht trin cc lnh vc Chin lc pht trin doanh nghip 115. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn115 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing Lp c/lc v k/hoch marketing Lp k hoch marketing: Cc ni dung ca k hoch Cc ch tiu kim tra Tnh hnh Marketing hin ti Nhng nguy c va kh nng m doanh nghip phi i mt Nhim v v vn 116. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn116 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing Lp c/lc v k/hoch marketing Lp k hoch marketing: Cc ni dung ca k hoch T tng chin lc Marketing Chng trnh hnh ng D ton ngn sch Trnh t kim tra 117. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn117 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing H thng t chc marketing T chc theo chc nng : Nh qun tr Marketing P.TG ph trch marketing CV ph trch qung co v khuyn mi CV ph trch tiu th CV ph trch nghin cu marketing CV nghin cu sn phm mi 118. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn118 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing H thng t chc marketing T chc theo nguyn tc a l: Nh qun tr Marketing P.TG ph trch marketing CV ph trch qung co, KM CV tiu th ton quc CV nghin cu marketing Cv sn phm mi - CV tiu th khu vc - CV tiu th tnh, thnh - CV tiu th cp huyn 119. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn119 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing H thng t chc marketing T chc theo sn phm : Ph Tng gim c ph trch Marketing Ch.vin q.co v khuyn mi Ch. vin q. tr danh mc sn phm Ch. vin nghin cu Marketing Ch. Vin ph trch tiu th sn phm Chuyn vin qun tr nhm sn phm Nh qun tr Marketing Chuyn vin qun tr mt sn phm 120. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn120 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing H thng t chc marketing T chc theo khch hng: S dng khi doanh nghip c nhiu loi khch hng khc nhau Cch thc t chc: di quyn ngi qun tr chung v khch hng l cc chuyn vin ph trch tng loi khch hng. 121. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn121 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing Kim tra marketing Kim tra vic thc hin k hoch nm: 4 bc 1. Cc nh lnh o phi nu r mc tiu tng qu, tng thng trong k hoch nm, nh nhng chng mc. 2. Cp qun tr marketing phi theo di kt qu t c trn th trng 3. Phi xc nh nhng nguyn nhn sai lch trong thc hin 4. iu chnh t c mc tiu mong mun 122. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn122 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing Kim tra marketing Kim tra vic thc hin k hoch nm: Ni dung kim tra: Phn tch doanh s Phn tch th phn Phn tch chi ph marketing so vi doanh s 123. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn123 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing Kim tra marketing Kim tra vic thc hin k hoch nm: Ni dung kim tra: Phn tch doanh s Phn tch th phn Phn tch chi ph marketing so vi doanh s Thm d thi khch hng 124. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn124 Chng 6 C/lc, k/hoch, t/chc v k/tra marketing Kim tra marketing Kim tra kh nng sinh li (ca sn phm): theo tng khu vc, theo tng nhm khch hng, theo tng ca hng, theo tng nhn vin bn hng Kim tra chin lc: gim nh marketing (s kho st ton din v c h thng, c lp v theo nh k v mi trng, mc tiu chin lc v cc hot ng marketing ca mt doanh nghip hay mt n v kinh doanh) 125. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn125 Chng 7 Cc quyt nh v sn phm Sn phm theo quan im marketing Sn phm (theo quan im marketing) l tt c cc yu t c th p ng nhu cu v mong mun ca khch hng, mang li li ch cho h, ng thi c th cho bn trn th trng 126. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn126 Chng 7 Cc quyt nh v sn phm Sn phm theo quan im marketing Sn phm c hiu bao gm c hng ho hu hnh v dch v: tng, dch v, hng ho hoc s kt hp cc yu t trn Theo P.Kotler, c 4 loi sn phm c th: - Hng ho hu hnh thun tu - Hng ho hu hnh vi cc dch v b sung km theo - Dch v chnh v cc hng ho, dch v km theo - Dch v thun ty 127. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn127 Chng 7 Cc quyt nh v sn phm Sn phm theo quan im marketing Cc cp ca 1 sn phm sn phm ct li sn phm hin thc sn phm nng cao p ng li ch c bn ca ngi tiu dng Biu hin c th ca sn phm ct li (thit k, bao gi, ) Hng ho hu hnh, dch v hoc li ch tng thm Phn bit vi sn phm ca i th cnh tranh 128. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn128 Chng 7 Cc quyt nh v sn phm Cc quyt nh v nhn hiu sn phm Khi nim Nhn hiu l tn gi, thut ng, biu tng, hnh v hay s kt hp gia cc yu t ny c dng nhn bit sn phm v phn bit n vi cc sn phm cnh tranh 129. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn129 Chng 7 Cc quyt nh v sn phm Cc quyt nh v nhn hiu sn phm B phn cu thnh Tn nhn hiu Du hiu ca nhn hiu Nhn hiu c ng k bn quyn Quyn tc gi. 130. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn130 Chng 7 Cc quyt nh v sn phm Cc quyt nh v nhn hiu sn phm Cc quyt nh lin quan n nhn hiu C gn nhn hiu cho hng ho khng? Ai l ngi ch nhn hiu? nh sn xut, nh trung gian, va nh sn xut va l nh trung gian Tng ng vi nhn hiu cht lng c c trng g? 131. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn131 Chng 7 Cc quyt nh v sn phm Cc quyt nh v nhn hiu sn phm Cc quyt nh lin quan n nhn hiu t tn cho nhn hiu th no? C 4 cch: Tn nhn hiu ring bit Tn nhn hiu ng nht cho cng mt hng Tn thng mi ca DN kt hp vi tn nhn hiu Tn nhn hiu tp th cho tng dng hng ho 132. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn132 Chng 7 Cc quyt nh v sn phm Cc quyt nh v nhn hiu sn phm Cc quyt nh lin quan n nhn hiu C nn m rng gii hn s dng tn nhn hiu khng? Da vo nhn hiu thnh danh Nguy c gim uy tn hng c 133. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn133 Chng 7 Cc quyt nh v sn phm Quyt nh v bao gi Quyt nh v kch thc, hnh dng, vt liu, mu sc. Quyt nh v li ch marketing, li ch x hi, li ch ngi tiu dng, li ch DN. Quyt nh v cc thng tin (v hng ho, phm cht, c tnh, ngy v ni sn xut, v k thut, an ton, v nhn hiu thng mi, thng tin do lut nh) 134. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn134 Chng 7 Cc quyt nh v sn phm Quyt nh v dch v khch hng Ni dung v cht lng dch v Chi ph dch v La chn hnh thc cung cp dch v. 135. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn135 Chng 7 Cc quyt nh v sn phm Pht trin sn phm mi L do pht trin sn phm mi Sn phm hin hnh chn mui, suy thoi D tha cng sut sn xut sn phm Gim mo him Duy tr v pht trin mi quan h vi khch hng C c hi p ng nhu cu cha c tho mn ca khch hng 136. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn136 Chng 7 Cc quyt nh v sn phm Pht trin sn phm mi nh ngha sn phm mi Sn phm mi = bt k s thay i no ca sn phm c Cc dng sn phm mi Sn phm mi v nguyn tc (cha th trng no c) Sn phm ci thin t sn phm c Sn phm mi nh du nhp 137. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn137 Chng 7 Cc quyt nh v sn phm Pht trin sn phm mi Qu trnh pht trin sn phm mi Bc 1 Hnh thnh tng Bc 2 Sng lc tng Bc 3 Son tho v thm nh d n sn phm mi Bc 4 Pht trin chin lc marketing cho sn phm mi Bc 5 Thit k sn phm Bc 6 Th nghim sn phm mi trn th trng Bc 7 Thng mi ho 138. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn138 Chng 7 Cc quyt nh v sn phm Chu k sng ca sn phm 0 Mc Tiu th, li nhun Giai on tung sn phm ra th trng Giai on pht trin Giai on bo ho Giai on suy thoi Li nhun Thi gian Mc tiu th 139. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn139 Chng 8 Cc quyt nh v gi 23/05/2014139 Gii thiu chung Gi: yu t chnh trong marketing mix ca 1 DN: Phi chp nhn c vi cc khch hng mc tiu (tng xng vi gi tr m h nhn thc c) Phi phn nh c cc ni dung khc ca marketing mix Gip DN t c mc tiu ca mnh (ti a ha li nhun, xm nhp, chim lnh th trng) 140. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn140 Chng 8 Cc quyt nh v gi 23/05/2014140 Cc yu t nh hng n quyt nh gi Cc nhn t bn trong: Mc tiu marketing ca doanh nghip (khng nh v th, tng li nhun) Chi ph v phn tch ha vn ca DN Cc yu t marketing mix khc 141. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn141 Chng 8 Cc quyt nh v gi 23/05/2014141 Cc yu t nh hng n quyt nh gi Cc nhn t bn ngoi: Cu: lng cu, co gin ca cu so vi gi, a im tiu dng, thi gian tiu dng, c trng v tm l khch hng Cnh tranh: mc gi v chin lc gi ca cc i th cnh tranh, mc cnh tranh trn th trng Cc yu t khc: Cc qui nh ca cc c quan qun l nh nc, thi (phn ng) ca CP, mi trng kinh t 142. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn142 Chng 8 Cc quyt nh v gi 23/05/2014142 Cc phng php nh gi nh gi da vo chi ph: Gi = CFbnh qun (CF nh bin) + % li nhun mong mun nh gi da vo khch hng (kh nng thanh ton, mong mun, a im, thi gian s dng sp ca KH) nh gi da vo i th cnh tranh 143. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn143 Chng 8 Cc quyt nh v gi 23/05/2014143 Cc bc chnh ca qu trnh quyt nh gi ban u 1. Phn tch mc tiu nh gi ca DN 2. Xc nh mc cu v c trng ca khch hng 3. Phn tch chi ph 4. Kim tra chin lc gi ca i th cnh tranh v chin lc nh v ca DN 5. La chn phng php nh gi 6. Quyt nh mc gi c bn 7. Gim st phn ng ca th trng i vi gi v xc nh nguyn nhn 144. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn144 Chng 8 Cc quyt nh v gi 144 Chin lc gi cho sn phm mi: Chin lc gi ht vng t t Cu p t1 t2 t4t3 a i mi Chp nhn sm a s chp nhn sm Chp nhn mun Bo th 145. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn145 Chng 8 Cc quyt nh v gi 23/05/2014145 Chin lc gi cho sn phm mi: Chin lc gi bo ha p t1 t2 t4t3 t 146. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn146 Chng 8 Cc quyt nh v gi 23/05/2014146 Chin lc gi cho dch v mi: Chin lc gi bm chc th trng p t1 t2 t4t3 t 147. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn147 Chng 9 Cc quyt nh v phn phi sn phm 23/05/2014147 Khi qut v knh phn phi nh ngha: Knh phn phi = tp hp cc t chc v c nhn tham gia vo qu trnh a sp t ngi sx ti ngi tiu dng 148. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn148 Chng 9 Cc quyt nh v phn phi sn phm 23/05/2014148 Khi qut v knh phn phi Cc loi hnh trung gian tham gia knh phn phi: Nh bn bun: mua sp v bn li cho cc trung gian khc Nh bn l: bn sp cho ngi tiu dng cui cng i l v mi gii: thay mt nh sx bn sp (khng c quyn s hu sp) 149. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn149 Chng 9 Cc quyt nh v phn phi sn phm 23/05/2014149 Khi qut v knh phn phi Vai tr ca trung gian phn phi: ng SX vi nh sx (c bit, trong kinh doanh dch v) M rng mng li phn phi, thc hin mc tiu ca DN (th phn, mc bao ph th trng, gim CF..) 150. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn150 Chng 9 Cc quyt nh v phn phi sn phm 23/05/2014150 Khi qut v knh phn phi Vai tr ca trung gian phn phi: Cung cp cc dch v h tr cho KH a dng ha s la chn cho KH Chia s ri ro vi DN (ti chnh) Gip DN nng cao kh nng cnh tranh 151. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn151 Chng 9 Cc quyt nh v phn phi sn phm 23/05/2014151 Cu trc knh phn phi Chiu di ca knh phn phi: o bng s cp trung gian c mt trong knh B rng knh phn phi: o bng s lng cc trung gian c mt mi cp 152. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn152 Chng 9 Cc quyt nh v phn phi sn phm 23/05/2014152 Cu trc knh phn phi Knh phn phi i vi sn phm tiu dng Nh SX Ngi TD Nh SX Ngi TD Nh SX Ngi TD Nh SX Ngi TD Ngi B.L Ngi B.L Ngi B.L Ngi B.B Ngi B.Bi l Knh trc tip Knh 1 cp Knh 2 cp Knh 3 cp 153. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn153 Chng 9 Cc quyt nh v phn phi sn phm 23/05/2014153 La chn v qun l knh phn phi Cn c la chn knh phn phi Mc tiu marketing c im khch hng mc tiu c im ca sp c im trung gian thng mi 154. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn154 Chng 9 Cc quyt nh v phn phi sn phm 23/05/2014154 La chn v qun l knh phn phi Cn c la chn knh phn phi c im ca doanh nghip (kh nng ti chnh, con ngi, kh nng qun l knh phn phi) Knh phn phi ca i th cnh tranh c im ca mi trng marketing khc: lut php, tnh hnh kinh t 155. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn155 Chng 9 Cc quyt nh v phn phi sn phm 23/05/2014155 La chn v qun l knh phn phi Qun l knh phn phi: La chn thnh vin knh Khuyn khch cc thnh vin trong knh phn phi nh gi hot ng ca cc thnh vin knh Gii quyt xung t gia cc thnh vin knh 156. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn156 Chng 10 Cc quyt nh v xc tin hn hp 23/05/2014156 Gii thiu chung Bn cht ca hot ng xc tin hn hp (truyn thng marketing): Truyn thng tin lin quan n sn phm, dch v ti th trng khch hng mc tiu nhm mc tiu to s d dng hn trong quyt nh mua sp, dch v ca khch hng (hay hot ng trao i gia DN v khch hng) 157. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn157 Chng 10 Cc quyt nh v xc tin hn hp 23/05/2014157 Qu trnh truyn thng ngh M ho Tip nhn Gii m Ngi pht Knh Ngi nhn Thng ip Phn hi Nhiu 158. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn158 Chng 10 Cc quyt nh v xc tin hn hp 23/05/2014Qun tr marketing dch v/ Ging vin: Nguyn Th Hong Yn158 Cc bc chung ca hot ng truyn thng marketing 1- Xc nh ngi nhn tin 2- Xc nh trng thi lin quan n vic mua ca ngi nhn tin: nhn bit, hiu, thin cm, a chung, nh mua, hnh ng mua. 3- La chn phng tin truyn thng: trc tip hay gin tip 159. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn159 Chng 10 Cc quyt nh v xc tin hn hp 23/05/2014Qun tr marketing dch v/ Ging vin: Nguyn Th Hong Yn159 Cc bc chung ca hot ng truyn thng marketing 4- La chn v thit k thng ip truyn thng: m bo m hnh AIDA (Attention- Interest Desire Action) 5- To tin cy cho ngun tin 6- Thu nhn thng tin phn hi 160. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn160 Chng 10 Cc quyt nh v xc tin hn hp 23/05/2014Qun tr marketing dch v/ Ging vin: Nguyn Th Hong Yn160 Khng dng ngn t u l thng ip qung co? 161. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn161 Chng 10 Cc quyt nh v xc tin hn hp 23/05/2014Qun tr marketing dch v/ Ging vin: Nguyn Th Hong Yn161 Khng dng ngn t u l thng ip qung co? 162. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn162 Chng 10 Cc quyt nh v xc tin hn hp 23/05/2014Qun tr marketing dch v/ Ging vin: Nguyn Th Hong Yn162 Slogan message 163. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn163 Chng 10 Cc quyt nh v xc tin hn hp Xc lp xc tin hn hp c im ca cc cng c xc tin: Qung co Xc tin bn PR Marketing trc tip Bn hng c nhn 164. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn164 Chng 10 Cc quyt nh v xc tin hn hp Xc lp xc tin hn hp Cc nhn t nh hng: Kiu loi sn phm/ th trng Chin lc ko hay y Cc trng thi sn sng mua ca khch hng Cc giai on ca chu k sng ca sn phm 165. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn165 Chng 10 Cc quyt nh v xc tin hn hp Xc lp xc tin hn hp Cc nhn t nh hng: Nh sn xut Xc tin hn hp (qung co, khuyn mi) Nh bn bun Xc tin hn hp (qung co, khuyn mi) Nh bn l Xc tin hn hp (qung co, khuyn mi) Khch hng Chic lc y 166. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn166 Chng 10 Cc quyt nh v xc tin hn hp Xc lp xc tin hn hp Cc nhn t nh hng: Nh bn bun Nh bn l Chic lc ko Nh sn xut Xc tin hn hp (qung co, khuyn mi) Khch hng 167. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn167 Chng 10 Cc quyt nh v xc tin hn hp Xc lp xc tin hn hp Xc nh ngn sch cho hot ng truyn thng: Phng php xc nh theo t l % doanh s bn Phng php cn bng cnh tranh Phng php cn c vo mc tiu v nhim v Phng php theo kh nng 168. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn168 Chng 10 Cc quyt nh v xc tin hn hp Qung co Ch th qung co (doanh nghip): Mua hoc thu 1 khng gian qung co v lng vo 1 thng ip (phi tr tin) Xc nh ngn sch qung co da vo chi ph ca i th cnh tranh hoc chi ph cn thit thc hin mc tiu ca doanh nghip (trong tng quan so snh vi kh nng v ngun lc ca doanh nghip) 169. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn169 Chng 10 Cc quyt nh v xc tin hn hp Qung co Phng tin qung co: Bo, tp ch Tivi Radio Catelogue, t ri Bin hiu, affiche Website 170. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn170 171. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn171 Chng 10 Cc quyt nh v xc tin hn hp Qung co Tiu ch la chn phng tin qung co: H s ch : % khch hng quan tm n thng ip qung co V d trn th trng Php 30% cho bo ch 40% cho TV, 20% cho Radio, 4% cho bin hiu, 85% cho rp chiu phim 172. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn172 Chng 10 Cc quyt nh v xc tin hn hp Qung co Tiu ch la chn phng tin qung co: H s ghi nh: % khch hng nh v qung co ca doanh nghip sau t nht 1 ln tip xc v d trn th trng Php 10% cho bo ch 15% cho TV 5% cho Radio 2% cho bin hiu 70% cho rp chiu phim 173. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn173 Chng 10 Cc quyt nh v xc tin hn hp Qung co V d v qung co trn TV 174. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn174 Chng 10 Cc quyt nh v xc tin hn hp Ti tr L hot ng qung co gin tip da vo cc s kin nht nh: th thao, vn ho, x hi, khoa hc Nhm vo 2 nhm i tng chnh Nhng ngi tham gia trc tip vo s kin Nhng ngi theo di s kin qua phng tin truyn thng 175. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn175 Chng 10 Cc quyt nh v xc tin hn hp Ti tr 176. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn176 Chng 10 Cc quyt nh v xc tin hn hp Quan h cng chng (PR) Mc tiu l thit lp v duy tr mi quan h tt p vi nhng ngi nh hng (nh u t, cc nh phn tch ti chnh, cc c quan nh nc, bo ch) Hot ng c th Thng co bo ch Hp bo ng bi v doanh nghip trn bo, tp ch Tr li phng vn Cho thm quan doanh nghip 177. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn177 Chng 10 Cc quyt nh v xc tin hn hp Quan h cng chng (PR) 178. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn178 Chng 10 Cc quyt nh v xc tin hn hp Xc tin bn Mc tiu: kch thch quyt nh mua ca khch hng ngay lp tc bng cch to ra nhng c hi nht nh mang tnh ngn hn cho vic mua ca khch hng. 179. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn179 Chng 10 Cc quyt nh v xc tin hn hp Xc tin bn Cc hnh thc ca xc tin: Tng min ph: qu, phiu gp thm trng thng, hng dng th Tng thm sn phm vi cng 1 mc gi, th khch hng trung thnh Gim gi: bn theo l, phiu gim gi, gim gi tc thi Bo him cho sn phm: nhn li sn phm trong trng hp c khong cch gi hoc khch hng khng hi lng, i min ph 180. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn180 Chng 10 Cc quyt nh v xc tin hn hp Xc tin bn Cc hnh thc ca xc tin: 181. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn181 Chng 10 Cc quyt nh v xc tin hn hp Xc tin bn Hiu qu ca xc tin bn: V d trn th trng php: 33% khch hng thng xuyn la chn sn phm hay c khuyn mi 61% gy s nh hng n ngi khc 9% khng nhy cm vi xc tin bn 7% khch hng sn phm dng th sn phm tr thnh khch hng 182. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn182 Chng 10 Cc quyt nh v xc tin hn hp Bn hng c nhn (personal selling): C nhiu hnh thc, nhng nhn chung u lin quan n nhng n lc ca ngi bn hng, thng qua nhng tip xc mang tnh cht c nhn nht nh vi khch hng hin ti hoc tim nng, nhm mc ch thuyt phc h mua hng Bn hng c nhn khc vi qung co ch n da vo nhng tip xc mang tnh c nhn, mt i mt hoc qua in thoi 183. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn183 Chng 10 Cc quyt nh v xc tin hn hp Bn hng c nhn (personal selling): Mt kha cnh linh hot ca bn hng c nhn l ngi bn hng c th nh gi phn ng ca khch hng vi nhng thng ip ca doanh nghip ti thi im tip xc vi khch hng, v h c th iu chnh thng ip nhm c c nhng phn ng c li t khch hng ngay tc th 184. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn184 Chng 10 Cc quyt nh v xc tin hn hp Bn hng c nhn (personal selling): BHCN c th cung cp cho khch hng nhiu thng tin hn nhiu so vi qung co, v do vy, thng c s dng nhiu trong lnh vc bn hng cng nghip, hoc bn nhng sp, dv mang tnh k thut, c phc tp cao. N cng c s dng nhiu trong lnh vc bn nhng dch v c th nh t vn chng hn, v vi nhng dv ny, KH v ngi bn phi t nhiu cu hi vi nhau, cng nh cung cp nhiu thng tin lin quan n dch v 185. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn185 Chng 10 Cc quyt nh v xc tin hn hp Bn hng c nhn (personal selling): Tm li, BHCN l k thut xc tin c th c DN s dng tn cng th trng mc tiu c th, hoc th trng khch hng tim nng, v c th gip DN thu nhn nhng phn hi ca KH 1 cch trc tip v nhiu hn cc bin php xc tin khc 186. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn186 Chng 10 Cc quyt nh v xc tin hn hp Bn hng c nhn (personal selling): Hn ch: u t ln cho vic hun luyn lc lng bn hng trc tip Chi ph rt cao (trn 1 giao dch) Ri ro nh hng n hnh nh doanh nghip cao (c bit nu DN s dng cc k thut bn hng gy p lc 187. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn187 Chng 11 Marketing quc t 187 Bn cht ca marketing quc t Cc phng php xm nhp th trng quc t: Xut khu qua cc trung gian xut nhp khu T chc cc chi nhnh bn hng Hp ng sn xut theo bn quyn Xy dng c s sn xut ca mnh ti nc ngoi di dng lin doanh hay 100% vn ca doanh nghip Cc doanh nghip ton cu 188. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn188 Chng 11 Marketing quc t 188 Bn cht ca marketing quc t Ba loi Marketing quc t: Marketing xut khu: gip cho cc doanh nghip xut khu thch ng vi cc yu cu, i hi ca th trng nc ngoi. Marketing xm nhp: cng c ca cc doanh nghip mun c ch ng trn th trng quc t no . Marketing ton cu: s dng p ng nhu cu ca cc khu vc khc nhau trn th trng quc t 189. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn189 Chng 11 Marketing quc t 189 Bn cht ca marketing quc t Marketing xut khu 1. Nghin cu mi trng marketing quc t 2. Quyt nh xm nhp th trng no? 3. Quyt nh cc phng php xm nhp th trng 4. Quyt nh cc chin lc Marketing hn hp 190. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn190 Chng 11 Marketing quc t 190 Mi trng marketing quc t Ba vn chnh phi nghin cu: Mi trng kinh t Mi trng vn ha Mi trng chnh tr - lut php 191. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn191 Chng 11 Marketing quc t 191 Nghin cu v la chn th trng Nghin cu th trng: Nghin cu tim nng th trng Nghin cu kh nng xm nhp th trng La chn th trng 2 dng chin lc xut khu: Chin lc pht trin theo chiu su. Chin lc m rng th trng. 192. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn192 Chng 11 Marketing quc t 192 Nghin cu v la chn th trng La chn th trng Phng php la chn th trng xut khu: Phng php th ng: doanh nghip ch hn ch hot ng trong phm vi p ng nhu cu ca cc n t hng ca nc ngoi, hoc bn hng qua cc i l xut khu Phng php ch ng: doanh nghip hoc l tm th trng xut khu tng t nh th trng ni a hoc l dn dn tuyn chn cc th trng c hp cao 193. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn193 Chng 11 Marketing quc t 193 La chn phng thc thm nhp th trng quc t Xut khu gin tip Xut khu trc tip Nhng giy php Lin doanh u t trc tip 194. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn194 Chng 11 Marketing quc t 194 Quyt nh v marketing hn hp 2 xu hng : p dng cng mt h thng Marketing hn hp c tiu chun ho cho mi th trng p dng h thng Marketing hn hp khc bit ho cho cc th trng khc nhau 195. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn195 Chng 12 Marketing dch v 195 Bn cht v c im ca dch v Khi nim: 2 cch hiu ph bin v dch v Mt hot ng hay li ch c mt bn cung cp cho bn kia. Dch v thng l v hnh v khng c to ra t s s hu ca bt k yu t sn xut no. Mt hot ng kinh t to ra gi tr v nhng li ch cho ngi tiu dng ti mt thi im v a im nht nh nhm mang li nhng s thay i mong mun c li cho ngi tiu dng. 196. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn196 Chng 12 Marketing dch v 196 Bn cht v c im ca dch v Phn loi dch v Phn loi theo i tng s dng dch v Cc dch v dnh cho tiu dng c nhn : gii tr, lm tc, ti chnh c nhn Cc dch v dng cho tiu dng t chc : qung co, t vn, qun l, nghin cu th trng. 197. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn197 Chng 12 Marketing dch v 197 Bn cht v c im ca dch v Phn loi dch v Phn loi theo i tng tc ng ca dch v: cc dch v c th tc ng ln 2 nhm i tng: con ngi (c th hay tinh thn) hay vt (ti sn hay quyn s dng/s hu ca con ngi). Phn loi theo vai tr ca dch v trong sn phm Dch v chnh (thun ty) Dch v b sung 198. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn198 Chng 12 Marketing dch v 198 Bn cht v c im ca dch v Phn loi dch v Phn loi theo mc hu hnh ca dch v Dch v c v hnh cao : t vn, cha bnh bng liu php tm l Dch v gn vi nhng sn phm hu hnh : dch v sa xe t, sa cha thit b, nh ca Dch v c hu hnh cao: cho thu t 199. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn199 Chng 12 Marketing dch v 199 Bn cht v c im ca dch v Nhng c im c bn ca dch v Tnh v hnh Tnh khng tch ri gia cung cp v tiu dng dch v Tnh khng ng u v cht lng Tnh khng d tr c Tnh khng chuyn quyn s hu 200. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn200 Chng 12 Marketing dch v 200 Qun tr marketing dch v Mc p dng marketing trong lnh vc dch v Marketing p dng trong kinh doanh dch v v mt nguyn l (nguyn tc c bn) khng c s khc bit so vi cc nguyn l marketing p dng trong kinh doanh cc sn phm hu hnh. 201. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn201 Chng 12 Marketing dch v 201 Qun tr marketing dch v Mc p dng marketing trong lnh vc dch v Marketing dch v c pht trin trn c s tha k nhng kt qu ca marketing p dng trong lnh vc sn phm hu hnh. Tuy nhin, do c trng ca dch v, hot ng marketing trong kinh doanh dch v c m rng so vi marketing c p dng trong kinh doanh sn phm hu hnh 202. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn202 Chng 12 Marketing dch v 202 Qun tr marketing dch v Ni dung ch yu: Tam gic marketing dch v Doanh nghip Ngi cung cp dch v Khch hng Cng ngh Marketing bn ngoi Marketing ni b Marketing tng tc 203. 23/05/2014Marketing cn bn/ Gv. Nguyn Th Hong Yn203 Chng 12 Marketing dch v 203 Qun tr marketing dch v Ni dung ch yu: H thng marketing hn hp trong kd dch v Trong kinh doanh dch v, h thng marketing mix truyn thng thng c thay i bng cch b sung thm 3 thnh t (3P) na to thnh h thng marketing mix thng c gi l marketing mix 7P. Con ngi (People): Yu t hu hnh (Physical Evidence) Qu trnh (Process